Area tourist destinations relying on James City County for funding may soon have to present data showing a return on the county’s investment.
The county’s Board of Supervisors gathered for a budget work session Wednesday and discussed ways to guarantee money invested into the local tourism economy would benefit the county itself. About $1.6 million is planned for tourism expenses in next year’s budget, which would be paid for using a portion of room tax revenues.
The budget would give $775,000 — including $100,000 for Christmas in Williamsburg — to the Greater Williamsburg Chamber and Tourism Alliance; $100,000 to the Jamestown-Yorktown Foundation; $50,000 to Preservation Virginia for Historic Jamestowne; $20,000 to the Virginia Arts Festival; and $6,500 to the Historic Triangle Collaborative.
Another $608,500 would be spread across the LPGA Kingsmill Championship, historic roadside markers, transportation services, roadway enhancements, waived fees for sporting events and sports field enhancements. Part of the fund would also cover “tourism activities,” including a new tourism coordinator who would work with area businesses to create and manage events.
Board discussion Tuesday focused on ensuring taxpayer dollars used for tourism would provide a benefit to the county.
“I know a lot of people are not satisfied with our tourism results,” Supervisor Kevin Onizuk (Jamestown) said.
He recommended the county hold off on giving any cash to tourism attractions in the area to have additional discussions about how best to use the funding. He also suggested the county rely on the Alliance for advice about how to spend its money.
Ultimately the board decided not to delete any funding for the attractions in this year’s budget, but will re-evaluate its process for deciding where funding will go in the future. In working toward a new system, the board furthered discussion about how to measure a return on its investments and how to ensure the county was being properly promoted.
One of the biggest changes that has taken place in the Historic Triangle’s tourism industry in recent months was hiring Karen Riordan to fill the role as president and CEO of the Alliance. Her approach to promoting the area to tourists is primarily regional; another main part of her job is to increase business participation in the chamber side of her organization.
“I’m impressed with what she has to say,” said Supervisor Jim Kennedy (Stonehouse), who is eager to see how Riordan’s ideas pan out. “ … What impresses me most about her is she wants expectations put on her and the Alliance to produce.”
Kennedy said he wants to see James City County secure representation on the Alliance’s executive board, with which he believes Riordan may agree.
Rather than throwing money into a new tourism job within the county, Kennedy suggested the county work with Riordan to set up a grant program for events in the county. The $150,000 set aside for tourism activities, including the tourism position, could be left to the Alliance to spend on new events.
Kennedy did cite Alliance salaries as a point of concern. Because the organization is a nonprofit, its salary information is not made public. The CEO’s salary information is available in public tax documents; former CEO Dick Schreiber earned $272,286 in 2011. Kennedy asked for an operating funding cap to be put in place for a portion of the county’s contribution to the Alliance, which would ensure a certain amount of money went toward salaries.
“It’s a different day. We need expectations,” Kennedy said.
Supervisor Michael Hipple (Powhatan) agreed Riordan is doing very well in her new position and felt comfortable giving county taxpayer money to her to allocate. He said measurement mechanisms should be put in place to evaluate projects over three years; if goals set by the board are not met, the funding could be re-evaluated.
“There is success out there. We’ve got to work under the assumption that activity is not result,” Kennedy said.
The supervisors opted to continue their discussion about tourism at another budget work session scheduled for 4 p.m. Monday. They asked for several pieces of information to evaluate and will invite Riordan to attend the work session, as well. The board plans on seeking Riordan’s input about how to track tourism investments.
Kennedy asked for record-keeping on service contributions for tourist attractions, including groups who look to the county attorney’s office for legal services and police and fire support for events. The board also asked for copies of funding requests submitted by the area’s tourist attractions. In evaluating the requests year-to-year, the board can monitor whether the funds given are used in a way that grows tourism.
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