Funding the convention and visitors bureau

When the Greater Bangor Convention and Visitors Bureau (GBCVB) markets Bangor, it is marketing a collection of natural and manmade attractions and events. It is promoting not individual businesses or isolated events, but a conglomeration of offerings that make the area appealing to potential visitors.

What “product” does the GBCVB market for Bangor? What are the “products” likely to prompt people to visit the Bangor area?

A list of marketable Bangor-area products includes: The Maine Discovery Museum; mild summer temperatures; Cole Land Transportation Museum; spectacular fall foliage; the Penobscot Theatre Company; clean air; the Bangor Symphony; the waterfront; the Bangor Garden Show; a safe, secure, low crime atmosphere; the University of Maine at Orono; Hirundo Wildlife Preserve; the National Folk Festival; Maine Center for the Arts; and a quaint, yet vibrant downtown. The list could go on and on. The list breaks down into two distinct categories: cash-strapped nonprofits and atmospherics. Every “product” listed has either no money or very little it can devote to marketing and promotion.

The GBCVB markets each product with little compensation, in some cases we can’t even count on these entities as dues-paying members because they can’t afford to join. To make matters worse, GBCVB fund-raising efforts operate in direct competition with these nonprofits for whatever discretionary cash is available in people’s pockets.

Who should pay for this marketing, and who benefits? The answer to both of those questions is everyone.

When a family comes to town and stays at an area hotel, the hotel benefits. But while in town, the visitor can be counted on to do some shopping, buy some gas and eat. The visitor will probably also take in a few other things, such as a museum, nature preserve, art gallery or theatrical production. Now the list of beneficiaries has expanded to include shops, gas stations, convenience stores, restaurants, museums, nature preserves, art galleries and theaters (live or film). The list of beneficiaries continues to expand as it includes all the people who work at these places and all the companies that service them. For example, local oil companies sell their products and services to the hotels, museums and theaters, and the employees of those hotels, museums and theaters.

The question becomes how can the GBCVB continue to market Bangor’s various products without a way to have those who benefit from the marketing help defray the cost of the effort? The answer is that the city of Bangor must help fund the GBCVB. The city should not see this as anything other than an investment in the community. Every dollar spent by the GBCVB is returned many times over.

The city does a fine, responsible job of turning the tax dollars of its citizens into high-quality police and fire protection, maintaining its schools and library, and keeping the streets clean. The city should see properly funding the GBCVB as one more way to help insure future prosperity and help blunt the effects of the current economic downturn.

John Marko is the general manager of Best Inn in Bangor and a member of the Greater Bangor Convention and Visitors Bureau.