More on tourism

Words of wisdom presented during the citizen comment period from Monacan Soil and Water Conservation District Commissioner Jonathan Lyle are a regular feature of monthly meetings of the Goochland Board of Supervisors.

In his other life, Lyle is Managing Director of Highway Information Media, LLC, a tourism industry marketing firm. He was unable to attend the June 27 supervisors/Economic Development Authority workshop, but shared some thoughts on the subject of tourism with the Board at its July 3 meeting.

 

Sharing Goochland's beauty is a tourism opportunity.

Lyle cautioned against “irrational exuberance” about the opportunity of tourism, citing Richmond’s failed  Sixth Street Marketplace. Built in 1985 as a tourist destination, the Sixth Street Marketplace was called by some “a shiny project that lacked substance.”  That tourism initiative was ill-conceived and lost millions each year until it was ultimately torn down.

There is no return on investment for a visitors’ center, Lyle contended. Louisa County had one and closed it being unable to justify its annual cost of $15,000.

The new hotel in The Notch at West Creek will be the county’s primary source of  “tourism” revenue.  Lyle did not recommend raising the county’s transient occupancy tax over two percent;  revenues generated above that rate must be invested in tourism. He suggested that the county craft a plan, determine the cost of achieving the goals of that plan, and see if that makes sense for Goochland, or if the money would be better spent on a business recruitment program.

Tourism, said Lyle, is a business. Private industry “should not be looking to the county” to pay for its marketing. If local government does get involved at some level in “tourism” it should expect a healthy return on its investment, or not participate.

“Know what you are trying to achieve before you commit to anything. This (tourism) is not a turn on the spigot and watch the dollars flow” proposition, Lyle said. “Tourism is everybody’s job, but no one is responsible.”

He estimated that in the 2020 timeframe, tourism could add about $200 thousand, less than a penny on the tax rate, to county revenues.

Tourism is a business for the private sector, which should not look to county government for funding, Lyle contended. It is easier to get people to do more of what they’re doing than start something new to attract tourists. “People tell you what they want to do with their wallets. If they have a good experience, they’ll come back and do more of it.”

He cited the success of the Hardywood Park Craft Brewery in West Creek, that exceed expectations as soon as its doors opened last spring. It is expected to build an onsite amphitheater  and increase its capital investment in Goochland. Hardywood has hosted the Richmond Symphony at its other locations; it would be nice if that were included in musical offerings at the West Creek site.

Tourism is a great opportunity, not a magic bean, Lyle said. He offered to share his expertise with the county. Perhaps the supervisors and Economic Development Authority should hold another workshop focused solely on tourism.

He added that agriculture and agritourism are also businesses.

Lyle commended Economic Development Director Matthew Ryan, who is leaving Goochland for an opportunity in his hometown of Charleston, South Carolina, for his excellent work in bringing  business to Goochland.

Lyle’s comments were nutrient rich food for thought. Does Goochland want to increase tourism, or better capitalize on visitors to existing attractions and events? How much “tourism” can we handle with current levels of public safety staffing?

The best course of action may well be to create an environment that encourages the private sector to exploit tourism.  Entrepreneurs have the ingenuity and agility to respond to shifting market trends.

Above all, efforts to bring visitors to Goochland must echo the Hippocratic oath and “do no harm” to the peace and privacy of those who already live here.