A few weeks back, my family spent a week in the
Adirondacks, something we do once or twice a year. Every time we go I am impressed
by how every business and resident goes out of their way to treat visitors like
gold. I guess we are gold to them…we’re a precious commodity because the entire
economy within the Adirondack Park is based on some form of tourism. They do
this because, of course, they love our money, but also because they truly love
where they live.
Now, compare that to what takes place in Niagara
County.
I often get the sense that tourists get the short
shrift here from too many of our residents. Despite more than a half billion
dollars spent annually on tourism activities in the county, some locals look at
tourists with disdain -- they are using “our” parks and roads or there are “too
many” Canadian license plates at our malls.
That’s silly and self-defeating. Every person living
and working here should follow the lead of our fellow New Yorkers and show
exuberance not only for our visitors but also for the incredible assets we have
here.
Without them, our economy would tank. Some 14,000
workers are employed in tourism and hospitality here. Maybe your neighbor is
one of them. Maybe you are. Their/our livelihoods are dependent on people
visiting Niagara Falls, the Gorge, the Erie Canal, the Wine Trail, and our
world-class fisheries.
Our governments – and, in turn our pocketbooks --
are also in need of tourism dollars. Niagara County tourism generates more than
$65 million in state and local sales tax, helping to reduce the tax burden of
local property owners by $735 per household. I don’t know about you, but I pay
enough in property taxes (inarguably too much) and I wouldn’t want to dish out
another $735.
It’s up to every one of us to make sure local
tourism flourishes. When it does, so do we.
There are any number of ways that Niagara County
residents can further improve the Niagara brand. For the sake of column space,
here are three simple ways to start:
Spread the
word: Why do you live here? Why do you love it here? There has to be
reasons; share them with those visiting and those who could visit. As an
example, when I court potential clients they receive not only my company brochure,
but they also get a visitor’s guide (that I created) encouraging them to enjoy
Niagara County when they pay me a visit. Along with that the get the official
tourism brochure and maps. Similarly, it seems like every single business in
Inlet and Old Forge in the Adirondacks has a rack of tourism brochures in their
doorway. When is the last time you saw that in Niagara County outside of the
Falls? Those racks should be just as ubiquitous here!
Sell the
area: In the Adirondacks, a lot of cross-selling takes place. Retailers and
restaurants heavily use and re-market local products and services. That doesn’t
happen here. As an example, let’s look at wines. It’s a rare Niagara County restaurant
that carries a good selection of wines from our great wine trail. Most don’t
carry any and, if they do, it might be one or two wines. If they carried more,
they’d support local farms and wineries…and themselves. They’d encourage
non-resident diners to visit the trail and, in turn, create repeat business for
that restaurant when the travelers return.
Treat
everyone like a new and welcome visitor: In the Adirondacks, service sector
employees treat every customer (tourists or locals alike) like it’s their first
of many at the establishment or in the Adirondacks in general. In doing so,
there’s a palpable, positive energy that’s infectious and makes outsiders feel
welcome and loved. Happy people spend money! I don’t really see that here. A
waitress in Lewiston might treat someone like a Lewistonian, not knowing the
person hails from across the country. By doing so, she fails to properly market
the experience at her restaurant and in her community. In a tourism mecca like
this, you never know who your customers might be. Consider that one fine summer
day in Olcott I counted six different languages being spoken. That’s who we
want visiting us again and again and being encouraged to do things – that’s
economic development at the grassroots level!
I could go on and on about this subject, but I hope
you get the gist. By living here, in a world-renowned area, we all have a
vested in the utilization of those resources and the betterment of our economy.
It’s time Niagara County residents realized we are all in the tourism industry
together.
From the 31 October 2016 Greater Niagara Newspapers