Conventions, events again boost tourism

Despite growth of California casinos pressing on Nevada's borders, the state's tourism prognosis for the upcoming year remains rosy, tourism executives say.

Three factors lend to a healthy outlook: Continued success of northern Nevada's special events such as Hot August Nights, Street Vibrations and Art Town, a large number of big conventions throughout the state and improved branding and marketing through rural and urban Nevada.

The Reno-Sparks Convention Center will be busy in the first quarter.

The Safari Club International convention is expected to draw more than 23,000 people and occupy 21,000 hotel rooms, says Ellen Oppenheim, president and chief executive officer of the Reno-Sparks Convention and Visitors Authority.

Oppenheim expects the convention, under contract through 2010, to add more than $12 million to the community. That figure is based on the number of room nights blocked out and estimated proceeds from gaming and dining.

Another major convention coming to town is the Hearth, Patio and Barbeque Expo, expected to draw more than 10,000 attendees. The event, which should add roughly $4.5 million to local coffers, is under contract for alternate years through 2015.

Recruiting more big-name tradeshows to the northern half of the state is a primary concern for the RSCVA.

"We have expanded our sales efforts by adding staff, and we are focusing on complimenting the work that the hotels do," Oppenheim says. "We are also focusing on larger city-wide shows."

One boon for Reno is the return of the United States Bowling Congress U.S. Open bowling tournament. The event is held every three years and runs from February through late June. In 2004 the USBC event used approximately 200,000 rooms and added more than $100 million to the economy, Oppenheim says.

Addressing stagnant room rates is another area of concern for the RSCVA. Examples of recent average room rates: Phoenix is at $120 a night, San Jose at $120, Tucson at $101 and Sacramento at $95.

Oppenheim says for the fiscal year ending June 30 Washoe County's room rate averaged just $66.83. "We are well below competitive cities that we bid against from a convention standpoint," Oppenheim says.

Reno's most popular tourist events such as Hot August Nights, Street Vibrations, Art Town, the Reno Air Races and the Great Reno Balloon Race have helped the region become known for more than being a haven for gambling. The RSCVA hopes to continue leveraging that trend.

"We know a big part of the local economy is visitors," Oppenheim says. "We want to work to bring more people out of the area to take advantage of those events, and to make sure people in other parts of the country know what a wonderful season of events we have."

That theme branding the Reno-Tahoe area as "America's Adventure Place" is working well, says Larry Friedman, a top executive of the Nevada Commission on Tourism.

"The current marketing campaign is very strong in the fact that they are putting the same message out continually. Part of what makes Reno unique is its variety of outdoor recreation and beauty, and broadening its appeal is very positive," Friedman says.

"It is a diversifying of product," Friedman adds. "We are far more than a gaming destination."

Marketing campaigns in many rural sections of Nevada highlight local distinctions. For example, Tonopah proudly touts its 2004 designation by USA Today as the No. 1 stargazing spot in the nation. Other rural marketing campaigns include the Lover's Lock in Lovelock and the Loneliest Road in America designation for Highway 50.

"For many urban dwellers the night sky is an awesome attraction, as are the many open spaces on the Loneliest Road in America," Friedman says. "If you were a resident of Tokyo, think of what a wonderful sight all that land would be."

At Lake Tahoe, this year's combination of the South Lake Tahoe Chamber of Commerce with the Tahoe-Douglas Chamber benefits the entire region, says Phil Weidinger, a public relations specialist who has worked the area since 1980. The newly formed South Shore Lake Tahoe Chamber of Commerce should provide visitors with much clearer messaging about the region, he says.

"It's all under one roof," Weidinger says. "Before we had visitor's centers on each side of the state line, and we still do, but now they are run by the same center.

"We are selling what makes Tahoe special, and that is the lake. That is where the market revolves."

Tahoe's special events continue to grow, Weidinger says. Summer events such as opening day of the lake in June, the Fourth of July fireworks, and the American Celebrity Championships at Edgewood add to a steady winter diet of skiing and shopping.

Additionally, the four-star dining, high-end stores and luxury condominiums found at the Village at Northstar, Heavenly Village, and the Resort at Squaw Creek will increase the tourist draw.