Sault Ste. Marie and St. Ignace leverage new law to increase promotions

Changes in state law will more than double tourism marketing budgets for at least two Eastern Upper Peninsula organizations this year, allowing each to step up efforts to attract more visitors and more money into the region.

In December 2010, Governor Jennifer Granholm signed into law legislation to allow convention and visitor bureaus the ability to assess a room tax of up to five percent on hotel and motel rooms within a bureau’s assessment area. In the Eastern U.P., two organizations capitalized on this opportunity.

The Sault Ste. Marie Convention & Visitors Bureau began capturing the maximum five percent this past June. The St. Ignace Visitors Bureau began collecting its five percent in September. By law, the increase required a vote of approval by participating lodging members, both of which were successful. Previously, both organizations collected the state-allowed two percent.

"Additional monies will allow us to promote Sault Ste. Marie in markets that have previously been out of our reach" explains Linda Hoath, executive director of the Sault CVB. "We are also investing in the tools we need to best sell Sault Ste. Marie. Things like improvements to our web presence, updated video and photography, and enhanced trade show materials are all underway."

For Mindy Sands, executive director of the St. Ignace Visitors Bureau, a budget that is more than doubled will allow the agency to invest in more advertising campaigns and an increased presence at travel shows. Her organization will launch its new advertising campaign--"Your Home Port"--emphasizing St. Ignace is the desired port for Mackinac Island travel.

"More advertising and increased promotions will help us attract more visitors to the area and we will also be focusing on expanding into new markets and regions--many of which St. Ignace couldn’t afford in the past," Sands explains.

Events also play a big role in drawing visitors to the region and both directors say promotion of those events to a wider audience will now be possible, thanks to increased monies.

"The tourism industry in St. Ignace is the economy’s driving force year round, so being able to promote events as seasonally diverse as pond hockey and summer Saturday fireworks is truly exciting for the whole community," Sands says.

In the Soo, Hoath says the increased dollars may help in community efforts to establish and promote new events. This year’s Sault Ships & Sailabration, slated for August, is an example of a new event that Hoath and her community partners hope to establish as an annual tradition. With more than six months of increased assessment under her belt, the Sault CVB director is excited about what she has already seen.

"Our lodging members are already telling us this is the best winter they have had since 2008 and that will result in a big impact on the community. The revenue from rooms is small compared to the amount spent on food, gas, attractions, and souvenirs," she says. "We are now also going after business travelers and that, too, will benefit local small businesses."

Perhaps best of all, while these two tourism professionals work away to promote their respective communities, they are both quick to acknowledge the benefits of working together and with other tourism partners in the region.

"Partnering with other visitors bureaus is extremely important," Sands says, unequivocally. "We partner with Sault Ste. Marie on those opportunities that might be too expensive for one bureau on its own. We want people to come to the EUP and see everything the region has to offer."

Hoath agrees.

"St. Ignace and the Soo have always done a good job partnering on ads and working together to support each other in events and even in advertising. We also partner with other regional marketing efforts because it can only help bring more visitors and more investment for all communities," she says.

Angela Nebel is owner of Summit Public Relations Strategies, LLC in Sault Ste. Marie. For info, visit this website.