Boosting Michigan's Tourism Numbers Topic of Discussion at Grand Hotel Convention
By Sean Ely

Tourism agencies in Michigan and in the Straits area, such as Mackinac State Historic Parks, which has historic sites on Mackinac Island and Mackinaw City, are concentrating on retaining patrons . One recent project was the restoration of Old Mackinac Point Lighthouse in Mackinaw City, which, since its reopening in 2003, has drawn more than 100,000 visitors.

Michigan tourism has been falling since 1998, according to the Michigan Travel Commission, which met at Grand Hotel Friday, June 15, to ponder the trend. The strategy they adopted that day is to improve upon the areas they can control, such as hospitality and friendly employees, improved public rest stops, and advertising a positive image, and not to waste their energies on the areas over which they have no control, such as high gasoline prices and a poor statewide economy.

Phil Porter, director of Mackinac State Historic Parks, gave the Mackinac Island perspective on tourism to those gathered in the Gerald R. Ford Conference Room and shared plans for Historic Mill Creek on the mainland.

Restrooms at the commission's 13 Welcome Centers throughout the state can impress travelers, commissioners agree, and can influence whether they will return to Michigan. Other services provided at the Welcome Centers have receive high marks in visitor surveys, with nearly all ranking staff assistance and literature in the good to excellent category.

New large-screen plasma monitors installed last week at the Welcome Centers will broadcast commercials to visitors seeking respite from the highway, with a full 13-center package being sold for $22,000 to casinos and other destinations. Emergency weather and road condition information will also be provided on the screens.

The Travel Michigan budget could be cut almost in half as the state struggles with its recession and deficit, James Epolito told commissioners. The president and chief executive officer of the Michigan Economic Development Corporation, under which the Travel Commission and its Travel Michigan agency operate, said the commission should brace itself for a reduction of its $30 million budget as the governor and legislators debate revenue sources and department cuts.

Pure Michigan commercials were shown to the group, and commissioners were told the viewer response through the Travel Michigan Web site has been positive. Observed one Canadian viewer: "Words can't describe how uplifting and meaningful your commercials are, as they not only capture fond memories of the past, but also encourage listeners to slow down and realize the importance of enjoying the little things in life, such as water and time with friends."

Comedian and Michigan native Tim Allen performs the voice-overs for a series of commercials promoting Michigan. The name Pure Michigan endorses Michigan as a place that has it all: Sparkling lakes, booming cities, peaceful country areas, and casinos. In one of the commercials, Mr. Allen talks about how the entire state of Michigan is a backyard, a place that has always been there, all 19 million acres of it.

They can be viewed at www.michigan.org, the state's economic development and tourism site.

Mr. Porter of Mackinac State Historic Parks told the Travel Commission that the park comprises 83% of Mackinac Island, including 50% of Grand Hotel's downtown golf course, which is leased to the hotel. The airports and most of the forest are on park land. About one million people a year visit Mackinac State Historic Parks' four sites on Mackinac Island and Mackinaw City, with 350,000 of them being paid customers and 50,000 of those being students, mainly on a class trip.

In 1998, the Straits area attracted bout 2.1 million people, Mr. Porter said, based on a complicated formula that looks at Mackinac Bridge traffic, ferry boat gross passenger receipts, and other indicators. In 2006, Straits traffic had fallen to about 1.4 million people, he said.

Using the same trends, he projected about 950,000 visitors to Mackinac Island during the banner year of 1998, and about 695,000 last year.

Market share at Mackinac State Historic Parks is up 37% since 1998, he said, meaning that the museums are attracting a larger audience from among all the visitors to the area, but, nevertheless, attendance is down because traffic is down, and his agency is, therefore, concentrating on keeping the patrons it has and attracting new patrons, both with innovative new projects.

One such project was the restoration of Old Mackinac Point Lighthouse in Mackinaw City, which, since its opening in 2003, has drawn more than 100,000 visitors. Next summer at historic Mill Creek, a rope bridge and canopy will be constructed five stories up, in the tall trees. It will be a tree-top course that is fun for both children and adults. Atree house will be built that will offer zip-line rides through the woods, titled "Fly Like an Eagle."

Travel Commission members were impressed, and Mr. Epolito and the Economic Development Commission's vice president, George Zimmerman, applauded Mr. Porter for the plan.

In other business, Travel Commissioner Christina MacInnes was designated the commission's liaison on the EDC board. Commissioners had approached Mr. Epolito about such an arrangement, so it could have a stronger voice with the EDC and keep informed about EDC strategies and programs.

Travel Commission members are appointed by the governor to help Travel Michigan with long term strategic planning. It is funded through the Michigan EDC.

The next meeting of the Michigan Travel Commission will be Friday, September 14, at Frankenmuth.