IN PROMOTING MISSOURI TOURISM, A "FAIR SHARE" IS MORE SENSIBLE

As industries go, fun is among the best. And Missouri has been imaginative and persistent -- not to mention lucky -- in developing a tourism industry that is the envy of many states. In this regard, a piece of legislation has been submitted for legislative consideration this year that would give all regions of the state an equal shot at tourism promotional money. As much as we would like to see Jefferson City pay more attention to Southeast Missouri, this legislation would merely sacrifice good sense for politics when it comes to the promotion of tourism.

State Sen. Danny Staples of Eminence, a tourism advocate and a good friend of our area in the legislature, pre-filed a bill requiring money generated by a new tourism funding law to be divided equally among Missouri's 10 tourism regions. Staples successfully co-sponsored a bill last year that earmarks some tourism-related sales tax revenues for tourism advertising.

The state Division of Tourism already has designs for the money, which might amount to $20 million over the course of the next six years. A 28-member panel of people in the tourism industry put together a program that includes, in addition to statewide marketing efforts, a base distribution of $25,000 to each of the state's 10 tourism regions, then an auxiliary distribution of $550,000 that would be apportioned according to the sales tax revenues generated in each region.

Under this proposal, the River Heritage Region (which includes Cape Girardeau and the Bootheel, and extends north to take in Ste. Genevieve) would get the base $25,000 plus a possible $33,250, figured on 1.5 percent of tourism-related tax revenues. That compares with the Ozark Mountain Country Region (which includes Branson and generates 22.5 percent of the state's tourism-related tax revenue), the recipient of the base amount plus $148,750 according to this formula. Under the Staples plan, the River Heritage Region and the Ozark Mountain Country Region would get the same amount of promotional funding, even though Southeast Missouri has only a fraction of the attractions as the Branson-Springfield area.

While our region would certainly benefit from this latter arrangement, it defies logic. Together, the two metropolitan areas, the Branson area and the Lake of the Ozarks area supply almost 81 percent of the tourism-related sales tax revenues, with the other six regions contributing to the remaining 19 percent. Rewarding these lesser portions of the Missouri tourism industry is contrary to good business practices.

We suggest substituting the concept of "equal distribution" with that of "fair share." Certainly, our region would be well-served with an infusion of dollars designated for promoting tourism. While this area lacks theme parks or national monuments or professional sports teams, it can rightfully promote (cultivate growth in) such events as Ste. Genevieve's Jour de Fete or Cape Girardeau's Riverfest or the Southeast Missouri District Fair. In addition, promoting Cape Girardeau as a stopping point on the way to Branson (which is now the nation's second most-popular "driving" tourist destination, behind Walt Disney World) would probably provide some payback to the state in terms of tourism-related sales tax revenue.

A rising tide lifts all boats, and the growth of Missouri tourism will inevitability produce benefits in all corners of the state. In Southeast Missouri, we ask not to be overlooked. On the other hand, a legislative measure mandating equal distribution of tourism promotional money doesn't seem the right way to expand this industry.