Tourism economic engine still draws dollars in tough economy
Something new: Last-minute decisions and one-night stays
With the struggling economy forcing Americans to reconsider spending, travel decisions are often last-minute affairs.
Back
And this season, in particular, travelers are looking for deals, bundles and ways to stretch a dollar.
"'We can't really afford it but we need a vacation,' I've heard that a lot," said Gretchen Ennis, Brainerd Lakes Chamber tourism director. "Everybody is looking for deals."
At the Brainerd Lakes Area Welcome Center, south of Brainerd and Baxter on Highway 371, Ennis said the chamber put together a tour itinerary promoting free things to do here - the natural surroundings, trails and lakes. A section on "hot deals" is on the chamber's Web site, as well as the one for Visit Brainerd, the Brainerd/Baxter lodging association.
Ducks on Mille Lacs float across the water in front of a boat launch. Tourists are attracted to the lakes area for its bounty of natural resources - just like its seasonal feathered visitors who were enjoying a swim. Brainerd Dispatch/Kelly Humphrey
» Purchase reprints of this photo.
Visit Brainerd members added package deals and discounts, such as a golf players' card, to lure tourists. And even in the recession year that is 2009, both organizations report their member businesses are holding their own even as numbers may be down slightly.
The number of people who have sought information by walking to the chamber desk at the Welcome Center was down by about 750 people between January and July compared to 2008. And 2008, with its summer of $4 a gallon gas, was down about 1,500 compared to 2007.
In 2008, the chamber's informational side of the Welcome Center attracted 43,000 people. If that number is added to the people seeking information from the chamber's offices in Brainerd, Pequot Lakes and Crosslake, it grows to about 70,500.
"Overall I think the attitude is generally optimistic," Ennis said about the future with tourism industry businesses here feeling they just need to get through this summer and things will get better.
For travelers, the benefits come in finding good deals, added discounts and last-minute openings.
Suzette Bush, Visit Brainerd executive director, said their member lodging establishments are usually full for summer weekends by April. That didn't happen this year.
Travelers made last-minute plans and a growing trend this summer had them spending Friday nights at home before booking a Saturday night stay for the short weekend getaway.
This year, Visit Brainerd added a "hot deals" segment to its Web site for the first time. And special discounts give hotel guests deals at area restaurants, on fuel and bait, pedicures, pizzas and boat rentals, among others.
With a nod to the last-minute traveler, Visit Brainerd added a National Hot Rod Association room availability guide to its Web site. Five of the 10 hotels had openings for the popular NHRA Nationals on Aug. 12-16 days before the event.
Visit Brainerd brought back its discounted golf program, which hadn't been in place for a few years. Guests who stay at area hotels get a discounted players' card to play at area and resort courses. At a time when many businesses are struggling, Bush said the discounts are a way to help companies team up to attract tourist dollars.
The Junior X Class Race kicked off a major youth regatta event in July on Gull Lake. Brainerd Dispatch/Kelly Humphrey
» Purchase reprints of this photo.
Some of the events that bring in tourists may not be well-known to residents. Bush said the successful Gull Lake Yacht Club sailing event - the ILYA X Championship in July - brought in out-of-state guests and attracted a lot of people. And Bush sees attraction potential in the proposed curling ice facility in Brainerd.
Overall, Bush said reservations are down about 20 percent. After working in this business for a decade, Bush said the trend is for shorter stays has continued. The traditional weeklong vacation has long been changing to expanded weekend getaways. Now Bush said people are shaving the long weekend for a day trip and a one-night stay.
When it comes to last-minute trip planning, the weather rivals the recession for reasons to stay home as Minnesota marks one of its coolest Julys on record.
"It hasn't been the greatest summer either and if people are waiting to the last minute and if it's cold, they are going to save their money then," Bush said, noting area hotels were not fully booked for the Fourth of July this summer as they have been in the past.
Visit Brainerd, represents 10 hotels in Brainerd and Baxter with more than 750 rooms - the Holiday Inn Express, The Lodge at Brainerd Lakes, Comfort Suites, Country Inn & Suites, AmericInn Lodge & Suites, Super 8 Motel, Hawthorn Inn & Suites, Rodeway Inn, the Red Roof Inn, the EconoLodge.
Anglers on Mille Lacs Lake, one of the most popular fishing lakes in Minnesota, try their hand at walleye. Brainerd Dispatch/Kelly Humphrey
» Purchase reprints of this photo.
Perhaps as an indicator people are stressed enough and looking for a break, Ennis said festivals and events like Bean Hole Days in Pequot Lakes continue to attract so many people. The Brainerd Lakes Chamber represents more than 1,100 businesses in the greater lakes area.
Tourism is a $11 billion industry in Minnesota with the state reporting the leisure and hospitality industry employing more than 247,000 Minnesotans. The state predicts employment in this industry sector will grow by more than 19 percent this decade.
"We're holding our own," Ennis said, noting the tourism economic engine still has fuel in it for fall leaf color tours before the transition to winter activities. "It's pretty good considering what is happening in the world and I think people have a reason to be optimistic about the Brainerd lakes area as a tourism destination."
RENEE RICHARDSON may be reached at renee.richardson@brainerddispatch.com or 855-5852.