New state cash expected to lift Springs tourism

With Colorado pumping millions into promoting the state’s attractions to the world, the future of local tourism is a bright one, Terry Sullivan, president and chief executive officer of Experience Colorado Springs at Pikes Peak, said Tuesday.

“Our outlook is very, very favorable,” he said at the annual business meeting of Experience Colorado Springs, the local convention and visitors bureau.

Sullivan cited several reasons. Chief among those is a bill signed by then-Gov. Bill Owens in June 2006 that provides $19 million annually from Colorado gaming revenue for promoting tourism in the state.

It’s the first time the state has had a dedicated funding mechanism to promote tourism since voters in 1993 did away with a tax that provided about $11.2 million a year for marketing Colorado. Industry leaders say every $1 spent on promoting Colorado brings more than $12 in tourism spending.

Dave Harris, co-owner of Ghost Town Museum and former chairman of the board of Experience Colorado Springs, said it could take two to three years for the marketing to have a significant effect.

“It takes some time for people to start thinking about, “Yeah, Colorado, that’s a good idea. Maybe we should go there.’”

Other factors cited by Sullivan include:

- The recent announcements of two new airlines serving Colorado Springs. Express-Jet Airlines announced plans in February to launch nonstop service from the Springs to Sacramento and Ontario, Calif., at the end of this month and from the Springs to San Diego on May 7. Last week, Midwest Airlines said it will begin three nonstop flights between Kansas City, Mo., and the Springs starting July 1.

- Major events coming to Colorado this year and next, including the U.S. Senior Open at The Broadmoor in 2008. Another highlight next year: the Democratic National Convention in Denver. “In August 2008, the world’s eyes will be on Colorado,” Sullivan said.

- The reopening in August of the expanded and renovated Colorado Springs Fine Arts Center. “The Fine Arts Center will become a worldclass asset to this community,” Sullivan said.

Despite this rosy picture, there are significant challenges, he said. Though tourism rose slightly in 2006, Sullivan thinks soaring gasoline prices had a negative impact last year. And now gas prices are rising again. The challenge, he said, is to demonstrate to potential travelers that even with higher gas prices, fuel is a small part of vacation spending for most.

Harris said people are getting used to the price of gas flirting with $3 a gallon.

“If it got above $3 a gallon, I think you’d see an impact,” he said. “If we can stay under $3 a gallon, I think we’ll be fine.”

The upheaval caused by COSMIX construction also is a concern. The Experience Colorado Springs Web site offers a map to help drivers access downtown in light of the Bijou Street bridge closing.

“I’ve heard sound bites from visitors who drove from Phoenix to Denver and said the worst part of the whole trip was coming through Colorado Springs,” Sullivan said.

WHY IT MATTERS

Tourism is the thirdlargest industry in Colorado Springs. About 6.3 million visitors travel to the Pikes Peak region annually, generating more than $1 billion in travel-related revenues in El Paso County and more than $19 million in local tax receipts.