By Catherine Zacchi
In 2009, West Virginia had cause for celebration when the Boy Scouts of America (BSA) announced that it would be setting up camp in the Mountain State. An economic and tourism industry achievement, the state announced that the BSA had chosen Fayette County as the location of its fourth national high-adventure base called The Summit: Bechtel Family National Scout Reserve. The 10,600-acre site will offer scouts many opportunities with outdoor recreation, including whitewater rafting, rappelling, mountain biking and hiking. In addition to the adventure camp, the new site will also host the BSA’s national scout jamboree. Held once every four years, the 10-day event typically attracts more than 200,000 visitors. Construction on the reserve is scheduled to be completed in time for the 2013 jamboree.
The record of West Virginia’s tourism industry over the years has been documented in Economic Impact of Travel on West Virginia, a 2009 study by Dean Runyan Associates. In 2000, tourism spending in West Virginia was $2.4 billion and employed 35,000 people. The study reported that during 2008, travel spending in the state topped $4.3 billion and supported 44,000 jobs.
“Travel spending in West Virginia has increased dramatically since 2000,” says Oshel Craigo, chairman of the West Virginia Tourism Commission. Craigo accredits this amount of growth to MAPP, the Matching Advertising Partnership Program.
MAPPing it Out
MAPP allows state tourism businesses to match their direct advertising dollars through partnerships with other tourism businesses and the state. Matches are based on the combined budgets of the applicants with their partners. MAPP supports efforts to promote West Virginia as a premier tourist destination. The program is administered by the West Virginia Division of Tourism and managed by the Tourism Commission.
“Participants fund 100 percent of the cost of their promotional project up front and then get back their state match,” explains Betty Carver, commissioner of the Division of Tourism. “This method of reimbursement encourages those who participate to plan thoughtfully and carefully to achieve the most successful and cost-effective promotions.”
The program’s success is reflected in the success of the state’s tourism businesses. For example, in 2009, Shavers Fork Cabin Rentals and Cheat River Inn & Pub in Randolph County partnered in their first MAPP application. The grant helped fund print and Internet ads, a brochure and a new Web site at www.ShaversForkCabins.com. The new professional Web site showcases the cabins, the inn, area attractions and outdoor activities.
“Due to the advertising assistance that the grant provided, despite the national economic downturn, our cabin rentals were up 16.5 percent over 2008,” says owner Cat Cole. “Lodging revenue increased from $77,364 in 2008 to $90,132 in 2009.”
Redrawing the MAPP
Like many businesses and organizations in recent years, MAPP has had to rise to the challenge of a tightened economy. MAPP’s funding declined from $12 million in 2007 to $5.3 million in 2010. The Tourism Commission revised the program to operate leaner and with a tighter focus on results-producing direct advertising. The changes are summarized on the tourism Web site at www.wvtourism.com/mapp.
“The goal is to use the remaining funds to get the greatest return on investment for the state and the tourism partners,” Craigo says.
MAPP has also renewed its emphasis on partnerships. Except for fairs and festivals, all MAPP applications now require a minimum of three participants: the applicant plus two partners.
During its 10 years in the MAPP program, Collis P. Huntington Railroad Historical Society (CPH) has developed a network of 10 partners. They include two counties, a town, a festival and several hotels and restaurants. In addition to its preservation work, CPH sponsors the New River Train excursions through the New River Gorge in Southern West Virginia and destinations such as The Greenbrier.
“Through the success of the grant program, all four trips have been 100 percent sold out for the last three years prior to the first trip each autumn,” says Don Maxwell, executive and trip director. “We know this success was based on the advertising and promotion done through the past grants. MAPP makes the difference between being a small local event and the large regional attraction the excursions are today.”
The Tourism Commission is also working with the state’s Convention and Visitors Bureaus (CVBs) to maximize marketing performance.
The West Virginia Association of Convention and Visitors Bureaus (WVACVB) developed an accreditation program in 2006. The Tourism Commission does not require that a CVB be a member of or join the West Virginia Accredited Convention and Visitors Bureau Program in order to participate in the MAPP program. However, the commission recognizes the stringent standards that membership to the WVACVB demands. A non-accredited CVB is now required to document that it can meet or exceed membership criteria.
“The MAPP program hasn’t asked for anything difficult, just what we should be doing anyway,” says Sharon Cruikshank, WVACVB president. “It’s good business practice.”
“Even if you are not a member, you can get help from the WVACVB mentor program or by contacting any member,” Cruikshank adds. “We want you to be successful.”
Plotting a MAPP for the Future
The Tourism Commission aims for a similar goal in sustaining the MAPP program for the future of West Virginia’s tourism industry.
“MAPP is the most successful program to promote tourism in West Virginia,” Craigo says, “and will continue to have a positive impact in the years to come.”
