BUSINESS MATTERS

Visitors want memories, so future bright, state's tourism chief says

Arkansas Department of Parks & Tourism Director Kane Webb isn't among those who wants to chastise millennials for always being on their phones.

For starters, Webb, a baby boomer, realizes that his generation and the one in between are also becoming increasingly glued to their mobile devices. So Webb figures it's a little unfair to single out those born between (approximately) 1981 and 1998 for their cellphone use.

Webb also recognizes the marketing potential in the palm of each person's hand. Social media posts on Instagram, Facebook and Snapchat have largely replaced word of mouth as advocates for corporations and brands, which Arkansas Parks and Tourism most certainly is.

Arkansas generates billions annually through its tourism industry. A mild winter and gas under $2 a gallon helped the state set another record for tourism tax collection.

Money collected on the 2 percent tourism tax totaled $14.1 million last year.

Since 2006 the state has generated at least $10 million in annual tax revenue related to tourism. It has eclipsed $12 million in each of the past four years and eclipsed $14 million for the second year in a row.

Webb sees plenty of potential to continue growing tourism as an economic driver.

Arkansas, as he sees it, is a perfect draw for millennials. They're using their buying power to do more than accumulate things.

They want memories.

"Millennials will spend 15 percent more of their income on experiences than stuff," Webb told the Rotary Club of Little Rock. "They want to experience the places they visit."

Arkansas has options.

Crystal Bridges Museum of American Art in Bentonville, which celebrates its five-year anniversary on Nov. 11, has developed into a national and international draw. Little Rock's Clinton Presidential Center has similar appeal to visitors from outside the state.

Webb envisions a day when the Johnny Cash boyhood home and Historic Dyess Colony in northeast Arkansas is equally regarded among international tourists. Visitors from 41 countries have already logged time there.

Craft beer enthusiasts have a growing number of options. Arkansas is home to approximately 50 brewery operations.

And, of course, the state has a seemingly endless supply of outdoor recreation opportunities. Natural attractions such as the Buffalo National River and Pinnacle Mountain State Park are complemented by more man-made recreation options such as the stretches of Arkansas highway that have become popular with motorcycle enthusiasts because of their proximity to natural beauty.

Bentonville will host the International Mountain Bicycling Association's Summit on Nov. 10-12. That event is expected to draw approximately 800 visitors from across the U.S.

For all that Arkansas has to offer, Webb said the state too often comes as a surprise to first-time visitors and focus-group participants. Those polled about Arkansas during a research stop in Phoenix were surprised to learn what amenities exist in the Natural State.

"I would love not to be a surprise anymore," Webb said. "We're a great state and a leader in a lot of things. We need to get that beyond our borders."

Those (approximately) 18- to 35-year-olds chronicling their experiences through social media will go a long way in helping spread that word.

If you have a tip, call Chris Bahn at (501) 378-3518 or email him at [email protected]

SundayMonday Business on 07/24/2016

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