Robust economy drives tourism industry growth

Thanks to a robust national and local economy, our proximity to Branson and major projects planned or under construction in Springfield, the future of travel and tourism in the Springfield area is bright.

Nationwide, travel and tourism has seen moderate growth due to a healthy economy, low unemployment and a trend of personal income growth exceeding increases in the Consumer Price Index. With confidence in the economy and more disposable income, people are more likely to spend money on travel.

The number of mature Americans (55 and older) continues to increase and will reach 25 percent of the total U.S. population by 2010. Many of them have the time and money to spend on travel, and find this area an excellent travel destination.

Although gasoline prices have increased lately, they are still relatively low and this bodes well for the travel industry. On the other hand, the price of jet fuel has increased significantly and could be a deterrent to air travel. Since an overwhelming majority of leisure travelers arrive in the Springfield-Branson area by car, the impact of jet fuel price increases will be felt primarily by business travelers.

Locally, the travel industry will benefit greatly with the completion of the Wonders of Wildlife museum and aquarium. Now under construction at Sunshine and Campbell, this $50 million world-class facility is expected to attract approximately 1 million visitors annually when complete in the fall of 2001.

Designed by the Cambridge Seven, the same firm that designed the National Aquarium in Baltimore, the New England Aquarium in Boston, and the Tennessee Aquarium in Chattanooga, WOW will provide visitors with a unique outdoor experience indoors.

John Q. Hammons has announced plans to construct a 100,000-square-foot expo center, planned for completion in the fall of 2002, adjacent to Jordan Valley Park. Coupled with a planned hotel room addition to the University Plaza Hotel, the revitalization of downtown Springfield and the creation of Jordan Valley Park, this facility will breathe new life into our ability to attract meetings and conventions to Springfield. As icing on the cake, Hammons has also announced plans to construct a ballpark downtown for Southwest Missouri State University. It is anticipated that the ballpark will be home to a minor league baseball team.

The Greater Springfield Area Sports Commission and Foundation has been formed and will be up and running in 2000. According to the Travel Industry Association of America, 38 percent of U.S. adults attended an organized sports event, competition or tournament as a spectator or participant in the past five years, and 70 percent indicated they had done so in the past. Springfield has great amateur sporting facilities and has hosted a number of national softball, soccer, basketball and other tournaments.

Lake Country Soccer was recently awarded another major tournament; the Snickers Missouri State Championship, scheduled for June 9 through 12. This tournament will attract approximately 150 teams, 5,000 players and spectators, and generate 8,300 room nights for Springfield lodging facilities. In 2001, the United States Youth Soccer Association will bring its Region VII tournament to Springfield with more than 200 teams and 14,000 players and spectators.

This event will generate 14,500 room nights. Attracting amateur sporting events is big business, and the sports commission will allow us to be even more competitive in this area.

Thanks to the addition of the E-Plex at the Ozark Empire Fairgrounds, Springfield was able to host the Gold Wing Road Riders' annual Wing Ding this past summer. More than 13,000 GWRRA members attended the event. They were so pleased with their reception in Springfield, they just announced an annual event, the Ozarks Motorcycle Jubilee Drill Team Competition, to be held at the fairgrounds over the Labor Day weekend. The event is expected to attract between 6,000 and 8,000 participants the first year.

The national spotlight will again shine on Branson during the coming year. The Miss USA Pageant will return with two weeks of special events beginning Jan. 21 and the live telecast from the Grand Palace Feb. 4. The NAIA Hoops Fest National Basketball Tournament will also be held in Keeter Gymnasium at the College of the Ozarks March 8-14, featuring 32 schools from across the nation.

All of this is good news for Springfield's 5,500-room lodging industry. Overbuilding has hurt occupancy levels and profitability during the '90s. Although room demand has increased 20.6 percent since 1990, room supply has increased 30.5 percent since 1990. Occupancy in 1998 averaged only 54.4 percent, even though the number of rooms occupied increased by 8.3 percent to more than 1.05 million. The building boom has slowed considerably and only 210 new rooms are scheduled to open in 2000. This slowdown in building, coupled with projected increases in demand, will allow occupancy levels and profits to increase.

(Tracy Kimberlin is executive director of the Springfield Convention & Visitors Bureau.)