Tourism has a summer of ups, downs
Labor Day traditionally signals the end of the summer tourism season.
The state's tourism and promotion arm, Explore Minnesota, reported there was a modest increase in travel this summer compared to what it called the "summertime blues" from last year.
Art Westendorf (left), Dave Wegleitner and Butch Klaphake watched Clyde Engel tee off this week at Eagle's Landing south of Brainerd. The foursome from Melrose was in the Brainerd area playing golf Thursday.
Brainerd Dispatch/Steve Kohls
"It's kind of hit or miss," said Gretchen Innis, Brainerd Lakes Chamber tourism director. "Some are better than last year. Some are even. Some are worse. So it's kind of all over the board."
At Eagle's Landing Golf Club, Fort Ripley, the business has been good with 220 to 250 golfers a day. Jim Dahl, the owner who designed and built the course, said it was one of the busiest in the state and runs about 40,000 rounds of golf each year.
Dahl said the economy hasn't really affected the course, which opened in 2000, because of its reasonable rates.
At the Welcome Center south of Brainerd, Innis said people are still looking for area accommodations and activities. Reservations continue a trend for last-minute travel and consumers are looking for deals.
The Welcome Center had 6,085 visitors to the chamber's area in June, 8,619 in July and 7,569 in August. Innis said traffic is up a little, perhaps by 100 or 200 people at the chamber offices in Pequot Lakes and Crosslake and up a bit at the Welcome Center in July.
Innis said she's heard some people say they are struggling to make it another season, but others feel more positive.
"I think people are pretty optimistic. People have said to me, 'I feel we are turning the corner and business is coming back and slowly coming back overall,'" Innis said. "Our traffic in The Welcome Center's a little better and hearing from members, business is a little better. So hopefully that's a sign of good things to come for next year."
At Ruttger's Bay Lake Lodge in Deerwood, Chris Ruttger, confirmed trends seen across the board for last-minute bookings and a pickup in the "social" side or family vacation business. A month ago there were concerns about Labor Day bookings, but last-minute reservations, which have become the norm in recent years in the industry, picked up. Ruttger said his resort is basically booked for the holiday weekend. And, he said, the golf course has been busy this season.
In an end-of-the-summer survey taken by Explore Minnesota Tourism, almost 70 percent of the 300-plus accommodations that responded reported summer occupancy was the same or higher than a year ago.
When the survey was taken in 2009, half of those responding reported that business was down. The tourism office reported this summer's survey "may indicate the beginning of a gradual recovery after a tough year for the tourism industry."
Suzette Bush, executive director of Visit Brainerd, the association of Brainerd and Baxter hotels, water parks and lodging establishments, said this year was stable compared to last year, with a little positive movement.
Bush said Visit Brainerd began looking at non-traditional marketing this summer, including advertisements on the tops of gas pumps in the Twin Cities. The ads - with photos of children on boats, a youngster holding a fish catch and water recreation - focus on the lakes area as nearby in the "Take a trip on a tank" campaign.
Bob Spizzo, Breezy Point Resort owner, said it's that close proximity offering a trip on a tank or half a tank of gas that's a strength for the lakes area.
"That will always be to our advantage," Spizzo said.
This summer, Spizzo said the resort business is holding steady. August was down at the resort, including the golf course use, but Spizzo said September was looking better than a year ago.
And while the business traveler and corporate client segments continue to be down, area resorters report family vacationers and diversification are helping to pick up the slack.
By nature optimistic, Spizzo said he expects business to start improving and eventually return to previous levels.
"We will get back, maybe not next year, but in two, three years," Spizzo said. "The Brainerd lakes area is still the best area of any around."
Bush said marketing efforts are ongoing to get the Brainerd lakes name out there and results for the lodging this summer are up a little, including selling out rooms for the Lucas Oil Nationals at Brainerd International Raceway. A year ago, rooms were still available in the days leading up to the Nationals.
"But obviously, we have a long way to go to get back to our norm," Bush said.
Brian Thuringer, president and owner of Madden's on Gull Lake, said there is a new normal now.
"I just think this is the way it's going to be now," Thuringer said. "People are cautious. So if you can offer value, I think you are going to be all right because the heyday is behind us."
Thuringer said this year provided a decent season given the economy with more rooms sold this year than in 2009. He said golf play has been good.
"We are seeing positive signs," Thuringer said.
Visit Brainerd is trying to reach potential vacationers by advertising on Kare-11.com weather, in Winnipeg and Thunder Bay in Canada and on coffee cup wraps at about 22 coffee houses in Minneapolis and St. Paul. It is also part of a test market on the Crosstown in Eden Prairie with an advertisement on the exterior of an ice bin, all in new attempts to use as many means as possible to reach people.
A fall ad campaign has the tag line of "Fall in love with the Brainerd lakes." Another online promotion is giving away Twins tickets for the Sept. 22 matinee game.
"Value is still in vogue," John Edman, director of Explore Minnesota Tourism, said in a news release. "There's pent-up demand for leisure travel, but consumers are tracking down good deals for their getaways. They are traveling a little bit more, but they are still very wary of opening their wallets too wide."
RENEE RICHARDSON may be reached at renee.richardson@brainerddispatch.com or 855-5852.