Missouri seeks to capitalize on All-Star game for tourism purposes

ST. LOUIS (AP) — Gov. Jay Nixon said Wednesday he is dedicating state tourism dollars to promote the St. Louis region and Missouri as a national tourism destination, capitalizing on the Major League Baseball All-Star Game in St. Louis.

During a stop Tuesday in Branson, Nixon announced the release of an additional $1 million in advertising funds to help jump-start the 2009 tourism season.

On Wednesday, he directed the Missouri Tourism Commission to use some of those funds to develop a marketing plan, aimed at baseball fans attending the All-Star Game, that promotes St. Louis and Missouri as a premier destination.

"We want the fans to arrive early and stay late," he said.

The state can maximize the benefits of this once-in-a-generation opportunity, he said.

This year’s All-Star Game is July 14 and is the first St. Louis has hosted since 1966.

Kitty Radcliffe, president of the St. Louis Convention and Visitors Commission, said the game was a tremendous opportunity to showcase St. Louis to people who have never been here before "and to change perceptions."

She said an enjoyable visit here may result in a future visit, a convention, or a relocation of a business to St. Louis.

Nixon said the $1 million was freed up from the budget for fiscal 2009, which ends in July. He said a significant portion of the $1 million would go toward promotion and that he expected a five-, six-, or seven-fold return on investment.

"We’ve got to tell our story," Nixon said.

Radcliffe said some baseball fans will come to St. Louis over the All-Star Game even if they don’t have tickets. The city plans a fan fest, concerts and other activities.