Higher visitation rates may not translate into higher sales tax revenues

The following visitor stats and sales tax revenue numbers indicate that high quality customer service and product will continue to be essential to maintain and/or increase sales revenue. Increase in visitation numbers should not be seen as a definite indicator of increased sales tax revenues as the following indicates.


"The number of Virginians visiting Petersburg, VA (within 20 miles south of Richmond, VA) attractions has doubled this year while national and international visitors have remained steady. ... Petersburg attractions - including the Siege Museum, the historic Blandford Church and Cemetery and Centre Hill Museum - have seen an overall visitation increase of 17 percent this year compared to last year. ...

The strong numbers over the past two months (April, May), however, have yet to be reflected in local revenues, some area officials say. ... The City of Hopewell City, just to the east of Petersburg, has had almost a 50 percent increase in attendance at one of its attractions during the same time period - the Weston Manor received 327 this year in April and May compared to 185 last year. In the same time period its meals - tax revenue dropped by 20,000$. Lodging and sales-tax revenues are not increasing either.

Same as in upstate NY, "the region also is increasingly a good choice for travelers with low budgets, as its attractions offer a historically rich experience at lower costs than other popular Virginia destinations such as Virginia Beach or Williamsburg." Tourism Rises in Tri-Cities Area, by Luz Lazo, Richmond Times-Dispatch, p. A1, Monday, June 22, 2009

Artisans and Giftshops Can Use 2008 Visitor Survey Results

From August 15 to October 15, 2008, 300 visitors provided insights as to why they come and what they enjoy in the region. All the comments as to what they enjoy the most are posted in the appendix of the Adirondack North Country Scenic Byways Market Trend Assessment at http://adirondackscenicbyways.org/info-for-partners.html.

Take the time to at least skim through the survey results because they will help to reinforce and/or redirect some of your marketing efforts. The visitor comments are a gem of a resource for those artisans and giftshop owners who update their website content to include keywords and tags which appropriately associate their product with the primary whys and whats that draw visitors to the region.

For example, the reason most respondents found their visit to the Adirondack North Country region memorable, was driving through the area and enjoying the scenery, views of lakes, forests, and mountains. So if an artisan sells product lines which feature the above, those words can be included in the online product copy to improve the chances of the page appearing when people search the web with these images in mind.

For those artisans and giftshop owners who are debating which product lines to develop and/or purchase for resale, reading the survey findings may help solidify the decision as to what to order and/or concentrate on.

For example, the next most important reason their visit to the region was memorable was: recreation (gentle activities), wildlife viewing, and adventure (more challenging activities). This indicates that a product line that features something like a kayak with moose in background is likely to sell.

The Adirondack North Country Association contracted with Holmes & Associates who directed the survey research and reporting and Fuller Communications assisted ANCA with project development and interpretation of the findings.