Here’s a switch…
Michigan won international praise this week for its economic development.
“Michigan may not have found itself quite yet, but it is doing its best,” wrote the Economist magazine in a glowing story about the state’s Pure Michigan ad campaign.
Jeff Bezos, the founder of Amazon.com, would probably approve, too. Bezos recently launched an online video explaining the roots of the digital retailer and its relentless focus on customers…
Pure Michigan is a pure example of “customer focus” in government. There is no doubt the campaign is boosting state tourism and drawing many out-of-staters at a time when Michigan’s organic, in-state tradition of “going up north” is hurt by the general economic mess.
And, the tourism campaign is a taxpayer-funded program which generates a quantifiable and compelling return on investment. As taxpayers, we’re getting much more than we pay for those poetic ads. As the Detroit News reported this month, research shows that in the past five years $26.3 million in spending on regional and in-state advertising resulted in $75.3 million in additional taxes from tourist spending — a $2.86 return for every dollar invested.
There is no permanent, dedicated stream to keep this no-brainer economic development strategy alive. You can help change that by writing your legislators in support of proposed legislation to fund ongoing tourism marketing. The Detroit News explains…
“The state House is looking at a $2.50 per day tax on airport rental cars as a short-term fix. But a permanent source could be capturing growth in sales tax receipts from tourism-related businesses, a plan embodied in a bill introduced last month by Sen. Jason Allen, R-Traverse City, who chairs the Senate Commerce and Tourism Committee. The House is considering similar legislation, which has been endorsed by the Treasury Department. (Michigan Tourism head George) Zimmerman said the goal is to make Michigan a top 10 national travel destination. ‘One year of national ads won’t do it,’ he said.”
