Terry Sullivan has been president and chief executive of Experience Colorado Springs at Pikes Peak, the local convention and visitors bureau, for 18 years.

   Sullivan is called "Mr. Tourism" in the Springs, so we asked him for his take on what promises to be a busy but challenging summer tourism season.

   Question: With so many tourists driving to the area, is the region especially vulnerable to rising gas prices?

   Answer: This market is known as a drive destination and often referred to as a "rubber tire destination."

   I researched and found from our media files an article which appeared in the Gazette on May 21, 1992, "Gas Prices Inching Up in Colorado." It contains a sentence which states, "At $1.28 a gallon prices are 12 cents higher than a year ago."

   The point I am trying to make is that each year since, we have always had some issue relating to gasoline and we adjust our appeal or marketing as a result of this.

   Q: You've said that Experience Colorado Springs is hoping to capitalize on the United States Olympic Committee's decision to stay in the Springs. What impact will the Olympic rings have on potential visitors?

   A: We would like to see them emblazoned on the cover of our Official Visitors Guide, our Web site and on entryway signs that welcome visitors to the Pikes Peak region. We believe the impact of these rings on potential visitors would be significant because the rings are arguably the most recognizable symbol in the world.

   Let me give you an example of how this symbol was used just this week. We were asked to provide a letter of solicitation to a selection committee that is contemplating selecting Colorado Springs as the host of a major sporting event to take place in 2011.

   In our letter, we made the statement that if they should choose Colorado Springs as their venue, just imagine the ambience created as their athletes walk through a vibrant dynamic downtown in which the Olympic rings dominate our picturesque skyline.

   What other city in America can deliver that sports message?

   Q: The Space Foundation is hoping for assistance from the city for a new building. How important is that organization to our regional identity and promoting tourism in the area?

   A: The Space Foundation is a longtime nonprofit based here in Colorado Springs for almost three decades. This local organization has for the past 24 years hosted a National Space Symposium in which world leaders gather to witness the technology of space and to meet with exhibitors demonstrating their products. Many of the industry transactions take place right here in Colorado Springs. When upwards of 7,500 persons attend such an event, you can always be assured of residual benefits in additional meetings and travel. The Space Foundation cites the symposium having an economic impact of $25 million annually to the local economy. We estimate that from that amount, approximately $5 million is spent on local hotels and restaurants - and a few bars as well.

   We are not going to let the Space Foundation go anywhere and will in the near term develop some options for their retention.

   Q: What's the U.S. Senior Open going to mean for the Springs?

   A: More than 150,000 spectators and approximately 3,000 volunteers will attend the event. We project that approximately 10 percent of these will require hotel accommodations. And so when you say 15,000 persons require accommodations, you have a pretty good revenue demand. Using an average revenue per night of $100 and assuming the average stay will be approximately four nights, you immediately see a value here.

   When we were contemplating supporting this event we were more intrigued by the national television opportunities of an overflight of the AFA, Garden of the Gods, USOC, downtown and The Broadmoor. These images will be broadcast to millions of viewers on ESPN and NBC and serve as a great advertising statement to a beautiful area.

   Q: What will the Springs have to do in the future to grow as a destination?

   A: Sustainable tourism, consensus to a brand, new product development in the continuance of open space and trail development, upgrades of our existing hotel product, continued air service development, funding mechanisms to promote and compete, statewide transportation upgrades, sophisticated transportation system to/from the airport, support of elected officials and a competent staff to market and sell the destination.

   CONTACT THE WRITER: 636-0275 or awineke@gazette.com. Questions and answers are edited for space and clarity.