COVID-19 changing local tourism landscape
Destination Mansfield-Richland County changing with it
MANSFIELD, OHIO – The travel economy in Richland County – like that of destinations worldwide – is going to look very different, because to the impact of the COVID-19 pandemic. Even with Ohio businesses opening up, economic losses caused by the cancellation of major events along with an overall halt in both leisure and business travel, will be felt for the rest of 2020, and beyond.
How does this affect Richland County?
So far, it is estimated that 129,500 fewer people will spend $11.4 million less than anticipated in Richland County this summer. COVID-19 shutdowns and the resulting economic loss happened just as the travel season normally ramps up and lodging tax collections, and traveler spending at area businesses, are at their peak. While the fate of all races at Mid-Ohio Sports Car Course is still unknown, major events from March through July, such as Inkcarceration, Ohio Civil War Show, and many conferences have been canceled or postponed.
By the endof March, overnight stays at area hotels and bed & breakfasts virtually disappeared. Taxes generated by those room nights fund Destination Mansfield-Richland County, the area’s tourism marketing agency responsible for promoting the county to leisure and business travelers. Because the organization is funded a full 90% by bed tax, when travelers don’t stay overnight, money earmarked for marketing of the county’s once-thriving tourism industry dries up. The lack of city and county lodging tax, combined with a $50,000 cut by the city of Mansfield to Destination Mansfield, is resulting in projected losses in excess of 50 percent for the year. The ultimate impact will be on local businesses that will suffer from dramatically reduced visitor spending.
According to Destination Mansfield-Richland County President Lee Tasseff,prior to city cuts and reduced bed tax collections, Destination Mansfield-Richland County had a broad mission of tourism and community development. However, its efforts in the near future will be more laser focused on marketing and promotion to attract travelers and their spending to the county.
“While the landscape changed, what remains is a commitment to marketing our community as a destination,” said Tasseff. “Anticipated slow recovery, the lack of overnight stays and resulting bed tax receipts,has given us a clarity of purpose as wedefine what kind of organization we need to be going forward,” Tasseff said. “Destination Mansfield-Richland Countywill restructure, run at a reduced staffing level andfocus wholly on efforts aligned with our core purpose: marketing the county to visitors and increasing visitor spending.” Tasseff added that he is confident his organization can function effectively at its new staffing and funding level. “The clear direction is to be very good at selected things. We aren’t going to do the community at large any good otherwise.” Currently, every aspect of how the operation runs is being re-evaluated on an ongoing basis. “We are literally changing every week.”
As for the near future of marketing, research is indicating “drive markets” that are not in major metro areas, will be some of the earliest to see visitors, as people feel more confident to travel. Same for outdoor recreation activities and attractions. We are also hoping that museums and historical sites in markets like ours get a bump early on as well. Stories and themes are being developed to take advantage of that sentiment, that will be promoted via PR and social media channels.
As an economic development agency focused on gaining attention for Richland County from outside of the area, Destination Mansfield-Richland County plays a unique role. Its talent and resources are solely focused on generating spending from outside the community and positioning the region in a positive light across Ohio and the Midwest. Those efforts attract visitors and their travel dollars, thereby increasing income for a vast array of small businesses and nonprofits. A major multiplier effect further strengthens the local economy as those businesses and their employees spend money and pay taxes in the region. Attractions, recreational facilities, restaurants, events, lodging, retail, gas stations and more support local jobs that ultimately benefit all Richland County residents. When those visitors don’t come, business and residents feel the loss.
Recovery Depends on Consumer Confidence
Traveler spending typically mirrors the overall economy. This time, however, every travel industry indicator is predicting visitor spending will be slower to return than ever before. When will Americans travel again? When they feel safe doing so. Traveler research shows that while people are ready to get out, move around, and entertain themselves, there remains a sense of unease even with social distancing and other protocols in place.Consumer confidence will dictate how hospitality businesses can ease apprehension. Businesses and attractions have the best chances for success in a post-COVID-19 world if customers believe their interests are paramount.
Tasseff noted, “Relaxing restrictions is just the start. All of the research we have seen indicates that building and maintaining a ‘safe’ environment must be more than a marketing slogan or positioning statement. It is a dedication to your customers that needs to be demonstrated in everything you do, from websites, social media and signage that tell guests what to expect, to actively cleaning, providing sanitizing products and wearing masks. Even as Ohio reopens, data shows we shouldn't expect to immediately go back to our previous lives. It’s likely some people will be hesitant to go back to crowded spaces until a vaccine is available.”
For now, adapting and adjusting is the business at hand. Continue offering great service, favorite products, and making sure customers feel safe!
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Destination Mansfield – Richland County brings dollars into local economy
An “award-winning” Economic Development Corporation, Destination Mansfield-Richland County generates money for our local economy (through tourism) and raises the profile of Mansfield/Richland County around Ohio, across the nation and parts of the world.
Tourism, the4thlargest employerin Richland County, supports4,736jobs with a payroll of$95.7million, while generating spending of$338.5million and Local Taxes of$8.6million.
A local employer of three full-time staff, Destination Mansfield-Richland County uses the talents of volunteers and interns to accomplish its mission. Its website can be found at the following Internet address:DestinationMansfield.com.