CVB: A GOOD TIME TO EVALUATE ITS ROLE

The Cape Girardeau Convention and Visitors Bureau's advisory board recently took a long, hard look at its mission and effectiveness. The self-examination could prove to be time well spent.

Cape Girardeau's CVB operates on a budget of $316,000, which is based on a 3 percent hotel-motel-restaurant tax. That is no small potatoes, but it is important the money is spent in the most effective manner.

Cape Girardeau doesn't have the name-brand tourist draws of some other towns. But the city does have much to offer visitors. Some of these attractions are not brick and mortar, but events. The region does a good job promoting the SEMO District Fair and the annual Riverfest. But perhaps greater emphasis should be placed on monumental soccer tournaments and gigantic arts and crafts weekends.

Cape Girardeau also has many other reasons to come to town, including Southeast Missouri State University, shopping and restaurants, medical services, historic buildings, the Mississippi River and much more. And, yes, tourist efforts should also focus on nearby attractions such as Trail of Tears State Park, a hidden jewel, and the St. Louis Iron Mountain Railroad.

The CVB may also want to work with some of the local attractions as a way to promote standard operating hours for historic homes and museums -- especially on the weekend. This too can build tourist traffic.

The city may also want to consider its own role in the CVB. Currently, the CVB operates as a city agency. Perhaps it should be affiliated with the chamber of commerce, whose whole mission is to promote the city. It is an option that should be explored. Of course, the funding would have to follow the agency for it to remain effective.

The CVB's new downtown offices near the banks of the Mississippi River should better serve visitors.

The Cape Girardeau CVB does a good job promoting Cape Girardeau and the region. But with this self-examination, the CVB could become even more effective in the competition for lucrative tourism dollars.