Summer review: Sales, tourism boost Branson

By the end of June, Branson had welcomed an estimated 4 million visitors, up 6.5 percent compared to the same period last year, according to information compiled by the Branson/Lakes Area Chamber of Commerce.

This summer’s influx of visitors – many lured by new lakefront shopping and dining – may also be tipping Branson’s demographic scales. That’s reassuring for city leaders and economic development officials hoping to recast the city’s image as an entertainment epicenter for all ages.

“It appears the strategy has been relatively successful,” said Dan Lennon, the chamber’s vice president of marketing and public relations.

Statistics through June indicate that Branson is seeing a rise in families and first-time visitors. One in four were first-time visitors and nearly a third were families, according to the figures.

Compared with the same period in previous years, the percentage of families visiting Branson this year is slightly higher than in 2004 and 2005 but still lower than in 2001, 2002 and 2003.

Similarly, the percentage of first-time Branson visitors this year is the highest since 2001, when it was almost 26 percent.

Other encouraging signs from the data: Visitors stayed longer and spent more while in Branson, and the average visitor’s age also dipped slightly from 58.7 to 58.2.

“These are all things we’ve been trying to do the last couple of years, and we’re starting to see the benefit of that,” Lennon said.

Rejuvenated revenue

The average Branson visitor stayed four days and spent $786 during the first seven months of 2006.

Those stats likely explain the distinct boost in revenue from Branson’s sales and tourism taxes, said Deanna Schlegel, the city’s finance director.

From January through July, revenue from the city’s 1 percent sales tax topped $4.9 million – an 8 percent increase over the same period last year. In July alone, the tax brought in $1.5 million compared to $1.3 million in July 2005.

“I think this year is lining itself up to be one of our best ever,” said Mike Rankin, the city’s economic development director. “We’re in a very healthy, progressive period.”

July was also a banner month for Branson’s tourism tax, which posted a record 8.9 percent increase compared to the previous July with $1.5 million in revenue. From January through July, collections are up almost 9.5 percent compared to the same period last year with $5.6 million in revenue, Schlegel said.

“We’ve been flat for three years,” she said. “Now we’re seeing a surge upward again. It’s good to experience some growth again.”

Schlegel said she expects a 4 percent to 5 percent annual growth trend in coming years.

The tourism tax, which levies 4 percent on hotels, theaters and ticketed attractions as well as a half-percent on restaurants, is also at the center of a lawsuit filed last month by a group of business owners calling themselves Branson Partners for Tourism Growth.

The group has alleged that the city is trying to illegally collect the tax from companies that resell products, such as theater tickets and hotel rooms, after local businesses have already paid the tax for the products.

The lawsuit is pending in Taney County Circuit Court.

‘A nice new dimension’

Following Labor Day weekend, the estimated number of visits to Branson Landing topped 1.5 million.

“We believe that’s a very conservative number,” said Linda Antus, director of marketing for the $420 million mixed-used development.

The Landing, which officially opened May 26, boasts retail space for more than 100 stores in six different themed areas, an $8 million lighted water-fountain display and more than 100 condominiums. Two hotels – one opening this fall – and a convention center are still under construction.

At least 95 percent of the Landing’s restaurants and retail outlets will be open by year’s end, Antus said, adding that 42 retailers are unique to the area.

Full-service restaurants slated to open this fall include Liberty Tavern, Sullivan’s Steakhouse and Cantina Laredo, a Mexican eatery.

And Bass Pro Shops is expected to open The White River Fish Co. some time next year.

“It’s the combination of those things that’s doing it for our town,” Antus said. “It’s a nice new dimension.”

With the holiday shopping season just weeks away, the city’s Schlegel said tax revenues will likely spike again after a mild decrease in August.

Preparations to transform the Landing into a “winter wonderland” already are under way, Antus said, noting that numerous events are planned for the outdoor venue in conjunction with the holidays.

Landing not alone

Lakefront activity at the Landing may be Branson’s biggest and most obvious draw, but the city also has expanded its offerings elsewhere.

Titanic and Dick Clark’s American Bandstand Theater saw enormous crowds earlier this year, and a $6 million, full-service spa at Chateau on the Lake Resort opened its doors just last month, Lennon said.

The $15 million Titanic museum set “very aggressive” projections for its first summer season in Branson and has exceeded those projections by 25 percent, said creator John Joslyn of Cedar Bay Entertainment. He declined to disclose specific attendance figures.

“The families came in force,” said Joslyn, who was surprised by the number of teenage visitors.

In addition to the variety of new attractions, Branson offered gas vouchers to visitors this summer – a promotional strategy that was well-publicized and well-utilized, Lennon said.

An estimated 65 percent of Branson visitors travel more than 300 miles, according to recent figures, and marketing campaigns in Dallas and Chicago are ongoing.

“It’s been a good, strong summer, but we want to begin to place ourselves on the national map as a holiday destination,” Lennon said.

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