Springfield Business Journal_2021-01-25

8 · SBJ.NET JAN 25-31, 2021 NEWS PRODUCED BY Check out their 90 Ideas online at SBJ.net/90Ideas. Watch and listen to them present what inspired their ideas and then listen to a deep-dive podcast with each speaker ... a live for you at SBJ.net/90Ideas! PRESENTED BY SBJ.net/90Ideas Dr.ShellyFarnan Burrell Behavioral Health Matt Gifford St. Louis Cardinals Jann Holland CoxHealth Lexi Jackson graduate student & TED Talk speaker Julia King Alderman Ward III for Branson, MO Brad Noble Art of Everyone in New York City CharlieRosenbury Self Interactive Tim Stack SRC Holdings Corporation Janet Susdorf Brainpower For Hire Branson: Outman brings tourism marketing experience from larger market Continued from page 3 ahead of us is yet to be determined.” Outman said the city of Branson is still in the midst of final tax collections for 2020, adding chamber staff will monitor the bud- get and make adjustments as the year pro- gresses. City of Branson tax data show its 1% sales tax and tourism tax revenues decreased from 2019 nearly 15% and 33%, respectively. “It’s going to be a drastic reduction,” Out- man said of this year’s budget. “It’s going to be several million less than it was previ- ously.” Building on experience At Experience Columbia SC, Outman oversaw the organization that marketed the metro area of Columbia, comprising around 900,000 residents. He worked with govern- mental agencies to drive new business to the region, promoted the University of South Carolina to prospective students and sought to help generate visitor traffic for the Co- lumbia Metropolitan Airport. “Outside of the traditional staff manage- ment, it was promoting (Columbia) as a meetings, conventions and leisure destina- tion,” he said. He said the Columbia, South Carolina, area draws in nearly 15 million annual visi- tors and has a $2.3 billion economic impact and over 11,600 rooms among its 130 hotels. Similarly, he said Branson is a big area draw, annually pulling in millions of visi- tors for its theaters, outdoor activities and family recreation. Prior to 2020, Berry said Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. A TAXING IMPACT Both the city of Branson’s 1% sales tax and tourism tax revenues dropped significantly in 2020 amid the coronavirus pandemic. Sales tax totals finished down nearly 15%, while tourism tax dollars sank roughly 33%, with the most significant revenue dips occurring in the summer months. 0 5K 1M 1.5M 2M 2.5M 3M 3.5M TOTAL SALES TAX 2019 $11.7M 2020 $10M TOTAL TOURISM TAX 2019 $12.97M 2020 $8.64M 2019 Sales Tax 2019 Tourism Tax 2020 Sales Tax 2020 Tourism Tax Source: City of Branson Branson was attracting around 9 million vis- itors annually, and it has 16,000 hotel rooms. It has a $3.5 billion economic impact in the tourism district comprising Stone and Taney counties, she said. Outman said his work with a diverse set of stakeholders in South Carolina will help him in the new job. “The experience I’ve had sets me up in a great opportunity here to help promote Branson and build this region to where we really should be,” he said. “I view myself as a trailblazer, somebody that wants to continue to grow and lead the pack.” Outman said the overall goal is to drive visitation, which directly impacts taxes col- lected in the community. “From a marketing standpoint, it’s really digging into the research and focus groups and helping grow maybe a new visitor base that hasn’t experienced Branson before,” he said, noting budget challenges amid the pandemic are concerning. “It takes money to market.” Still, challenges have hit the tourism in- dustry before, he said, pointing to the Great Recession. “We bounced back,” he said. “Tourism is resilient, and people travel. It’s just a matter of how long it will take.”