By the numbers
$326 million: Estimated economic impact tourism had on Springfield area in 2011.
11.4 percent: Increase in hotel occupancy rates in Springfield since this time last year, according to the Smith Travel Report.
443,000: Number of Ohioans who are employed by the tourism and travel industry.
Committed coverage
The Springfield News-Sun is committed to covering stories about attractions in the city, including the NTPRD Chiller downtown ice rink and the newly-renovated Boonshoft Museum of Discovery.
The $326 million travel and tourism industry in Clark County could see “tens of million dollars in growth” after a new study is completed early next year, according one local official.
The recent influx of corporate training in Clark County combined with new attractions have helped increase tourism, said Chris Schutte, the director of marketing and the convention and visitors bureau for the Greater Springfield Chamber of Commerce.
Hotel occupancy rates in Clark County are up 11.4 percent in 2013, according to the Smith Travel Report. That includes figures 19 percent higher year over year for September and 26 percent for August.
“Those are incredible numbers,” Schutte said.
He said Springfield’s growth is astronomical compared to other regional competitors occupancy rates, including Dublin/I-270 (up 3 percent), Fairborn (up .7 percent) and Dayton (down 11.6 percent).
Schutte attributed the growth to weekday stays.
Corporate training at some of the national or regional headquarters located in Springfield, including Konecranes, Code Blue and Navistar, have a played a role.
The community has also attracted conferences. The CVB recently hosted the Ohio Association of Convention and Visitor Bureaus conference, which brought in more than 50 statewide CVB directors.
“For the most part, those things are going to run on weekdays,” Schutte said.
In 2011, an Oxford Economics study set tourism’s economic impact at $326 million in Clark County. It’s hard to predict growth, Schutte said, but he believes that number could increase by “tens of millions” when the new study is completed next year.
Springfield has received approximately $3.7 million in revenue from the lodging tax since 2008, but about $1.8 million went back to the CVB to cover operating and marketing costs, according to city finance reports. The city received $727,474 in lodging tax revenue last year, up from approximately $562,000 in 2011.
So far this year, the tax has generated approximately $699,000.
“We’ve seen a nice uptick over the last few years,” said city finance director Mark Beckdahl.
Area hotel managers agreed they have seen a boost in business in the past year, and much of the gains are coming from companies whose workers stay in the city overnight for training or other business.
The Quality Inn and Conference Center, 383 E. Leffel Lane, has about 150 rooms, said DeAnna Howard, event coordinator for the business. Much of the company’s business comes from trucking companies like Warner Enterprises and U.S. Express, whose employees frequently stay overnight for training or when repairs are being made on their vehicles. Howard said the hotel also receives customers when there are events planned at the Clark County Fairgrounds nearby, or from shoppers staying to hunt for antiques in the area.
Howard said the hotel works closely with the Greater Springfield Chamber of Commerce to promote area events and activities.
Business at the Courtyard by Marriott in downtown Springfield has also picked up in the last year, said Becky Krieger, general manager at the hotel.
“It’s been significant year over year,” Krieger said of the gains. “But we’re also getting a higher price for those rooms.”
Some of the business has been from individual travelers staying for a vacation close to home. But it’s also come from companies like Navistar and Honeywell for training or other projects in the area, Krieger said.
She said the hotel has worked with the chamber to promote area attractions and restaurants for visitors unfamiliar with the area. Hotel staff members are sent to visit attractions so they’re familiar with activities that are available locally, Krieger said.
“We’ve got enough attractions where we can keep them here,” she said of customers.
Area businesses have also noticed an uptick in the number of hotel rooms being used locally.
CodeBlue, which provides management for water mitigation, brings employees, insurance company executives and contractors to the city for training at least once a month, said Paul Gross, president and CEO of the company.
The company conducts floodhouse training on Leffel Lane. The training center simulates a flooded house and trains visitors to repair and minimize the damage to the structure and furniture without having to replace items.
The company often uses the Courtyard by Marriott downtown, Gross said, but at times recently has had to use other hotels when rooms were not available.
“There’s something that’s quite notable going on,” Gross said.
Statewide trend
The boost in travel is happening across the state, said Melinda Huntley, executive director of the Ohio Travel Association.
“What you’re seeing is what’s happening all over the state,” Huntley said.
Like many industries, travel and tourism took a hit during the Great Recession. But unlike most other industries, tourism has already recovered, Huntley said. The improvements are noticeable not only because of higher occupancy rates, but in investments in new hotels, amusement parks and other attractions throughout Ohio.
“It’s quite resilient, and we have already rebounded to pre-recession levels,” Huntley said.
Traditionally, research shows most travelers to Ohio make brief visits of a day or less, meaning they spend less than those who spend a few days overnight. In recent years, Huntley said the state has made a more concerted effort to boost overnight travel, encouraging visitors to spend time visiting attractions throughout the state.
Overall, both occupancy rates and the amount visitors spend per room have increased compared to last year, said Matt MacLaren, executive director of the Ohio Hotel and Lodging Association.
Revenue Per Available Room, a metric used by the hotel industry to measure how well hotels are able to fill rooms, has increased by 5.9 percent compared to last year, MacLaren said.
“The numbers have been good for the whole state,” MacLaren said.
Statistics combine Dayton and Springfield into one region, and the Revenue Per Available Room locally is up about 1.8 percent compared to the same time last year, MacLaren said. He said he believes that number was likely affected by the recent government shutdown, which slowed growth in Dayton. He said it’s likely that Springfield’s recent success has helped boost the number higher than it would have been otherwise.
“Springfield’s probably pulling that number up,” MacLaren said.
Among the attractions locally, sporting events like soccer and baseball tournaments are typically a big draw for the region. Those events tend to attract families who travel overnight to attend games and tournaments on the weekends.
The industry overall plays a significant role in Ohio’s economy, Huntley said. The travel and tourism business employs about 443,000 Ohioans who depend on tourism for their livelihood.
Along with spending from visitors, hotels also spend significant amount of money on other services, including accounting, supplies and other services that also contribute to the state’s economy, Huntley said.
The future
The CVB will look to market the region, especially the U.S. 68 corridor from the Ohio Caverns to Yellow Springs, more comprehensively next year.
“There are an amazing number of amenities that we believe can be saleable and can be drivers for us, with the full knowledge that all of the hotel rooms are in Clark County,” Schutte said.
Schutte said the Clark County Fairgrounds remains the largest driver of tourism in Clark County with events like the Antique Extravaganza and the Cars and Parts Swap Meet and Car Show. The Champions Center, Schutte, is also bringing in trade shows during the week.
Recent openings of the National Trail Parks and Recreation District’s Chiller downtown ice rink and the expanded Boonshoft Museum of Discovery at the Upper Valley Mall, as well as the recent announcement of the Prospect League’s Champion City Kings playing at the NTPRD Carleton Davidson Stadium will boost tourism.
Combined with attractions already in place, such as the Westcott House and the EcoSports Corridor, those could help Springfield become a destination. Schutte said that comes when other areas are moving backward.
“When you’re sitting in the midst of progress, it’s sometimes hard to evaluate it,” Schutte said. “I think when we look back five, 10 or even 20 years from now, that this period of time is going to look very transformative for Springfield.”
This year, the CVB introduced a comprehensive Front Staff Training Program, which included a new Front Staff Reference Guide. The book is stored behind the front desk of hotels, restaurants and attractions and serves as a guide for employees to help patrons find events or attractions around town. The results have been positive, and more training will be offered in the future.
“It makes them feel better in their role,” Schutte said. “It has an impact on keeping people here longer, and more importantly, keeping their money in Springfield, as opposed to them getting in their car and driving elsewhere.”
The CVB’s goal has been to market Springfield as a small city with big-city amenities.
“We’ve tried to brand the community in a positive way … We have big-city amenities,” Schutte said.
On Friday, the CVB celebrated the one-year anniversary of its visitor center, Champion City Guide and Supply. Schutte said the store has given the CVB the opportunity to interact with the community and also serves as a place to host visitors who will receive live skilled concierge service.
“They’re able to talk to someone who can lead them around town,” Schutte said. “I think we even underestimated somewhat the impact it was going to have in getting people to different destinations in Springfield.”
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