Time was when anyone planning a trip to the First State invariably got asked: “Dela-where?”
But that old chestnut may have run its course. A recently released study from the Delaware Tourism Department shows that tourism has become a major player in the state’s economy. It has grown to a $2.1 billion industry that employs 39,000 people and attracts more than 7 million to Delaware each year, according to the 2010 report conducted by D.K. Shifflet & Associates and Vantage Strategy.
“This study proves that tourism is a reliable, dependable industry that’s thriving in these challenging economic times,” said Linda Parkowski, the state’s director of tourism.
The report also shows that that the state’s tourism marketing is working well. “We have four market segments that we’ve targeted such as leisure, group tours, meetings and conventions and sports tournaments,” said Parkowski. “We’re also targeting the right regional markets.” The study’s results, she says, “prove we’re on the right track.”
Report offers roadmap to marketing Delaware as tourist destination
Excerpts of DFM News interview with Linda Parkowski, Delaware Director of Tourism.
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Regional tourism organizations applaud the state’s efforts in promoting Delaware as an attractive destination. “It’s nice to have a true tourism office in the state as part of economic development. That hasn’t always been the case,” said Scott Thomas, executive director of Southern Delaware Tourism. “There are certainly more dedicated programs in place,” aiming at markets where the state feels there is good potential to recruit visitors, he said.
Sarah Willoughby, executive director of the Greater Wilmington Convention and Visitors Bureau, agrees. “From the state perspective, I think they’ve done a great job with the geocaching trail, the wine and ale trail and they’ve just launched a historical trail and that’s great because it represents all three counties and helps give some different perspectives and helps expose the state as a whole.”
But is the message getting through? According to the study, the average visitor to Delaware comes for a day or two and spends approximately $105 per day, mostly on shopping and dining. Some are left wondering if Delaware relies too heavily on its tax-free status to attract tourists.
Experts agree that Delaware is more than a shopping mecca. “Our state is extremely diverse, we have a lot of attractions,” said Parkowski. “You can be at one end of the state and see the du Pont mansions and then be at the other end of the state and be on a beautiful pristine beach. We have cultural attractions, we have gaming and we’re rich in history.”
But getting the word out can be a challenge. “It’s clear we’re not doing enough to promote Delaware due to our current budget limitations,” said Parkowski. “We have less money to market with than our surrounding competitors. We’ve accomplished a great deal but we could certainly make a more significant impact if we just had some additional funding.”
Some of that new money could be used for what Parkowski calls “a strategic brand campaign.”
“It would give us a real identity,” Parkowski said. “We had one a few years ago—‘Small Wonder’—but to have a brand campaign would be very beneficial to the state.”
Having a brand campaign has indeed sparked interest in Wilmington’s arts and entertainment scene. Two years ago a study found that the city needed to do a better job of making residents aware of the arts and entertainment options in their city. Building on Wilmington’s 5-year-old “In the middle of it all” campaign, the Wilmington Arts and Entertainment Marketing initiative last year rolled out a web site and a new slogan: “Wilmington: In your backyard.” The new campaign focuses on drawing visitors from within 50 miles to the arts and entertainment attractions in Delaware’s largest city.
“We have a lot to offer but we were struggling to get the word out,” said campaign manager Brianna Hansen of Mobius New Media, which developed the campaign.
The web site, which attracts 9,000 visitors each month, is definitely generating buzz. “Our web site got off to a very strong start and it’s seen consistent growth since then which is really good,” said Hansen. “While we know that the results could be stronger, we are happy that we’re seeing growth in the right direction.”
Hansen is especially proud of the collaboration the campaign has brought about among the various arts and tourism organizations and retailers. “We’re linking back and forth to each other’s sites to build traffic where it’s really necessary,” she said. “We’re also trying to get merchants to work with arts organizations to combine the shoppers with the entertainment seekers.”
But even if the state were to develop a brand campaign of its own, tax-free shopping would still remain an integral component of any marketing plan. “Tax-free shopping, dining and entertainment are all important to Delaware and the Delaware image,” said Parkowski. “We promote Delaware as an affordable destination, more affordable than the surrounding metropolitan areas”.
“When visitors come to Delaware, they come for a multitude of reasons, such as leisure activities, bus tours, sports tournaments, and meetings and conventions. While they’re here, they save money because of our tax-free savings,” she said.
That’s the rationale behind many county promotions. Kent County, for example, “creates” its own tourism by developing and hosting events such as Dover Days, Amish Country Bike Tour, and the Delaware Wine & Beer Festival, according to Cindy Small, executive director of the Kent County and Greater Dover Convention and Visitors Bureau.
“We promote everything from ‘collecting state capitals’ to geocaching, wine and beer trail, history/heritage, etc.,” she said. “And, yes, we include tax-free shopping as a visitor benefit.”
Tourism officials stress that while the locals might take it for granted, Delaware’s tax-free status is not something that’s universally known. “Anyone who’s been residing in Delaware might get tired of hearing it, but I don’t think we can say it enough because people (from outside the area) aren’t as familiar,” said Thomas.
Willoughby has had a similar experience. “I think it’s amazing that people don’t know that we have it,” she said. “A lot of times when I’ve traveled, people don’t realize that Delaware is a tax-free state.”
Indeed, while those who come from places outside Delaware’s target markets, such as Ohio, northern New Jersey and New York, are not likely planning a trip based on tax-free shopping, it does add value to their stay. “If they’re coming from farther way, they’re coming for what Delaware has to offer, then taking advantage of the shopping,” said Jim Yurasek, spokesperson for the Delaware Division of Historic and Cultural Affairs, which has seen a 9 percent increase in attendance to the state-run museums over the past year.
Willoughby agrees about the value of tax-free shopping. “I think it’s one of the many wonderful assets we have in tourism.”
