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Hernando Today

Tourism Tax Revenue Down 11%

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By MICHAEL D. BATES

Hernando Today

Published: July 9, 2008

BROOKSVILLE - BROOKSVILLE - With rising gas prices and a housing market that has curtailed discretionary spending, it is little wonder the local tourism industry is not as brisk as previous years.

Sue Rupe, Hernando County tourism director, said tourism tax revenue was down about $38,000, or 11 percent, from September 2007 through May 2008, compared to the same nine-month period the previous year.

In May alone, Rupe's department collected only $25,610, or 25 percent less than May 2007.

The county tacks on a 3 percent bed tax for people who stay in local hotels, motels, mobile home parks, recreational vehicle parks, campgrounds and any other sleeping accommodations rented for a period six months or less.

Numbers like that have forced Rupe and her counterparts statewide to brainstorm ways to jumpstart tourism.

One result occurred Monday, with the debut of a brand new Web site www.naturallyhernando.com.

The site offers continually rotating color pictures of tourism hot spots in Hernando County, including Weeki Wachee, the Croom Motorcycle Park, the old Brooksville courthouse and camping spots such as Silver Lake.

But a bigger initiative is the "staycation," concept, a promotional tool Rupe and other state tourism directors are using to encourage people to vacation in Florida.

Local hotels have formed partnerships with area restaurants, canoe rental businesses, golf course managers and Weeki Wachee and now offer attractive coupons and discounts to guests.

Rupe's department promotes the staycation packages in newspapers, Internet sites and trade journals. Each hotel's promotion varies depending on location.

Therese White, director of sales for Quality Inn Weeki Wachee, said 17 guests have already taken advantage of her hotel's promotion specials, which include four free tickets to Weeki Wachee Springs across the street and a gift certificate to her on-site restaurant.

People, she said, are looking for bargains.

"The way fuel prices are, people are not going as far away as they have in the past," White said. "All you can afford is a tank full of gas and going out locally, not more than a few hours from your home."

With the staycation packets, Rupe said she is trying to capture the 15.5 million people who live within a four-hour drive of Hernando County.

For example, she took out an ad in an Orlando newspaper to stress the nature-based activities of Hernando County, for those seeking a Disney alternative.

Rupe also said the county scored a coup when it got the rights to host the 2008 Florida Dixie Youth Baseball Majors State Championship, which begins Friday and continues through July 19.

Six Florida districts will send 12 teams to the Ridge Manor Community Park - east of Interstate 75 - that have already won home divisions to vie for the state championship title.

Deidre Fletcher, general manager of the Days Inn of Brooksville near I-75, said she started booking rooms for the event as early as two weeks ago.

"That's going to help everyone in this area tremendously - not only the hotels but the restaurants," Fletcher said.

Fletcher said business at her 117-room hotel is down 11 percent from last year. To spur trade, she too is participating in the staycation promotion by offering a "stay two nights and get one night free" special and a discounted rate to the Croom Motorcycle Park. Hotel owners along the interstate no longer capture as much business from tourists who stop for the night and continue on down the road, she said.

Because of the economy, travelers have a destination in mind, go there, stay at one place, and go back home, Fletcher said.

That's why events such as the baseball tourney are important, she said.

"People want to go to one place and not burn up fuel," she added.

Reporter Michael D. Bates can be reached at 352-544-5290 or mbates@hernandotoday.com.

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