BRANSON -- Tourists and locals in this city who want to avoid the city's traffic snarls might soon be traveling by gondola -- think enclosed ski lift, not a guy in a boat with a long pole.
Missouri-based American Gondola Inc. wants to build a gondola line that would have 11 to 13 terminals running along Missouri 76, the city's main entertainment corridor, from the giant pedestrian mall Branson Landing all the way to Silver Dollar City. The climate-controlled cars would travel on cables, suspended on average about 60 feet above the ground, hold from 10 to 12 passengers each and traverse the approximately 8 to 9 miles in about 40 minutes one-way.
The cost of the privately funded project is estimated at between $160 million and $200 million, but before it can get underway American Gondola is asking for a memorandum of understanding from the city so the company can lock down its financing, according to company executives.
A memorandum of understanding spells out an agreement between two or more parties. It's typically considered useful in a situation where a contract is too formal, but a handshake agreement won't quite cut it either.
The city asked American Gondola to hold some informational sessions with the public earlier this month, to explain the company's plans and take questions, before it considers the memorandum. With that part of the process complete, American Gondola expects to present a memorandum of understanding for the city's consideration later this month or in early December.
A key part of the memorandum, Jeff Green, president of American Gondola, explained, would be a proviso that the city won't allow any competitors to move into town.
"We would need exclusivity," said Green, who is also an attorney based in California, Mo.
Other aspects of the agreement discussed by the company at the public meetings included possible easements on city land; the assistance of city planning officials on the project; and the possible use of the city's eminent domain power as a last resort to acquire needed property or easements. All aspects of the agreement would have to be agreed to by the city.
David Miller, the city's engineering/public works director, said that during his more than 25 years with Branson, a wide variety of concepts for dealing with the city's traffic problems have been floated. They ran the gamut from the unusual to the fanciful, such as a monorail, but all would have cost the taxpayers money. He said that when the representatives of American Gondola began to discuss their concept it was made clear they'd have to come up with their own way to finance the project.
"And they did," Miller said.
Miller said most of the feedback he's received from Branson's residents and business owners about the gondola system has been favorable, once it was made clear there would be no taxpayer money involved.
The tentative cost for an all-day pass is $12. Passes for longer time periods would likely be available. Passes for extended periods, at a reduced rate, for locals who might use the system to commute to work are also on the table.
Many citizens incorrectly thought the gondola system was part of a revitalization concept, called The New Spirit of 76, which aims to rework about 5 miles of Missouri 76, starting just east of U.S. 65. The city's main drag is home to Dolly Parton's Dixie Stampede, the Hollywood Wax Museum, the Titanic Museum Attraction, and many other tightly packed shops, restaurants, theaters and attractions. Branson is in year three of the revitalization plan, which could take an additional six to eight years to complete at a cost of $80 million to $100 million.
The redesign includes plans for promenades, lighting, landscaping, gathering points, the removal of utility poles and lines, and dealing with traffic congestion. The project's goal is to create a corridor that will help retail and entertainment venues along the roadway, promote more private investment and efficiently move travelers to their destinations.
American Gondola's project would stand on its own feet, Green said. There would also be a performance bond -- money earmarked to disassemble the whole gondola line if it goes out of business -- in place. But Green and his partners are confident that won't happen.
He said they have been studying the idea of a gondola system for Branson for at least 10 years and over the last year have been in talks with the city in an attempt to move it forward. He said that if the company can get a memorandum of understanding from the city, the project could start work by late 2017 or early 2018 with completion expected sometime in 2020.
Leitner-Poma Worldwide would be the primary contractor and supply equipment for the system. The company has built more than 8,000 transportation systems in 61 countries and moves 8 million passengers each hour, according to the company's website. Its American subsidiary, Colorado-based Leitner-Poma America, engineers, manufactures, installs and services all types of ropeway systems for the ski industry, amusement parks and urban transport.
According to a study commissioned by American Gondola, 80 percent of travelers indicated they liked the gondola concept for Branson, with 75 percent saying they'd ride it once a year and 74 percent saying they'd ride it every time they visited the city. Twenty eight percent of those surveyed said they'd be more likely to visit Branson if a gondola was available.
Craig Wescott, president and chief executive officer of the Track Family Fun Parks, which has multiple locations in Branson, said that because the gondola project is a private enterprise, he doesn't really have a dog in the fight but that he is intrigued by the idea. He said all of Branson's businesses have to deal with traffic concerns and they continue to get worse as the city becomes more and more popular with tourists. He said a method of transportation that not only moves people efficiently but also keeps more vehicles off the road, all while not impacting existing infrastructure, sounds promising.
Green said the gondola line would serve as a unique mix of transportation system and entertainment offering for Branson. He said that when it is fully operational it could move as many as 3,000 passengers per hour in each direction.
"The traffic here is horrendous," Green said. "We need traffic relief."
SundayMonday Business on 11/13/2016