PUTTING CAPE GIRARDEAU ON THE MAP

When Mary Miller and her staff go about the business of promoting Cape Girardeau, they talk about the city's central location, its beauty, close proximity to other attractions, wide variety of shops and restaurants, and, of course, its placement on the banks of the Mississippi River.

"We have a lot of good things to sell in our city," said Miller, who is director of the Cape Girardeau Convention & Visitors Bureau. "We have a beautiful town, geographically it is a lovely town, and it is small enough to get around in. We are a good home base to visit two state parks. They can visit places on the National Register of Historic Places, and ride a steam train.

"And, we are on the Mississippi River -- many people are actually mesmerized by the river and come here just to see it."

Because Cape Girardeau is a regional center for people all over the area, it also benefits from events held around the region, Miller points out. For example, the Sikeston Bootheel Rodeo, held every August, fills up motel rooms in Cape Girardeau because there are not enough rooms in Sikeston.

And, because tourism is a big industry in Missouri, the Cape Girardeau CVB works closely with the Missouri Division of Tourism promoting events in the area. The state is divided into 10 tourism regions and Cape Girardeau is part of the River Heritage Region.

The Convention & Visitors Bureau has a two-fold purpose in trying to bring visitors to Cape. The bureau promotes Cape Girardeau as a place for groups and families to visit and also promotes the city as a prime location for meetings and conventions.

In addition to that, however, the bureau also serves as a resource to businesses in Cape Girardeau to help them with promotions that will draw visitors.

"We do a lot of things to boost the local economy by helping small businesses and trying to be a facilitator and catalyst to make things happen," said Miller.

For example, the CVB prepared a guide of antique shops for visitors, and is now working to develop a brochure on bed and breakfast homes in the city. The CVB also provides local maps, and lists of restaurants and accommodations that make visitors aware of what Cape has to offer.

Miller has been on the job since mid-August and is trying to move the CVB in a new direction, and spend tourism promotion funds in a way that brings the best return possible for the community.

The Convention & Visitors Bureau was started in 1984 and is funded through a 3 percent motel tax and a 1 percent restaurant tax. Until July 1, the CVB services were contracted out to the Cape Girardeau Chamber of Commerce.

Based on the recommendation of the CVB advisory board, the City Council decided last year to operate the bureau as a division of city government.

"The advisory board felt the CVB, because of the scope of their work, needed a separate identity from the chamber of commerce," said Miller. "The bureau had gotten a good start and nurturing with the chamber, but it was time to be our own entity."

On Aug. 1 the bureau moved from the chamber office to space at 1707 Mount Auburn.

Lyn Muzzy, who had served as director of the CVB while under contract with the chamber, remained with the bureau on a contract basis as a travel consultant until Friday when he retired.

City Manager J. Ronald Fischer says he is pleased with the transition in the bureau.

"I think it has been a very positive move for the CVB and the city," said Fischer. It fits right in with the operations of the city, and the director and staff are working well as a part of city government.

"I am very pleased with Mary as director and her staff. There was a recommendation from the board that the new director should focus on the region and on helping groups in the community. I think the move has been very positive."

There are three full-time and two part-time employees working for the CVB. Besides Miller working as director, Kim Groves serves as the group tour planner, and Mary Stucker is the bureau assistant and takes care of mailings and preparing brochures.

One of the part-timers is Sharon Holdman, who is responsible for stocking the 35 brochure racks located around the city; the other is Anita Meinz, who works in the office.

"We also have a support organization called the Paddle Wheelers, who are people that work on call and help serve as registration personnel for meetings and conventions, serve as greeters, and also help meet riverboats," explained Miller. "They serve as guides for motor coaches and do city tours. They are really ambassadors for the city."

There are 20-25 people in the Paddle Wheelers, and several more will be joining next month.

Overseeing operations of the bureau is a seven-member advisory board, appointed by the city council. Serving on the board now are, Bob Hoppmann, chairman, and Beverly Estes, Dan Drury, Juan Crites, David Ross, Walt Wildman and Doc Cain.

Miller stresses that her goal as director and the goal of the board is to see that the Convention & Visitors Bureau functions like a business.

"I really want to get the best value for our dollar and we are running the CVB as if it were a business. We are spending city money and want to make sure we are spending it wisely," said Miller. "We are tracking ads that we buy, trying to see the number of responses we get."

The bureau is also doing more regional advertising and spending less on national promotions. "We want to be supporting local functions and attractions more and will target our market rather than take a shotgun approach to marketing," said Miller.

"There are many opportunities out there that have not been taken advantage of in the past."

Miller notes that many travel magazines, if provided with media kits that include photos and information, will do articles about the city at no charge.

"One of our other goals is to define the resources we have in our backyard and promote them more," added Miller. As an example, she pointed out that there are a number of historic churches in the area such as Old McKendree Chapel, the oldest Protestant site west of the Mississippi; Old St. Vincent's Church; and the Saxon Lutheran Memorial and churches in Perry County.

The CVB is hoping to put together a tour package of historic churches that can be marketed for visitors.

The bureau is also helping with promotion of annual events in the city like the SEMO District Fair, Riverfest, and the Balloon Fest.

A proposed riverboat gambling development could also benefit tourism.

"It will make Cape easier to sell. It gives visitors another option," said Miller. "Anytime you can add to the attractions, that helps the economy."

When there is gambling, says Miller, the motor coach business expands dramatically.

As a division of city government, Miller points out that she works closely with other city departments. With the opening next year of a new softball complex in Shawnee Park and a building in Osage Park that will be used for recreation, meetings and conventions, Miller said her office will be providing marketing and support for the parks and recreation staff to help in promoting facilities.

Miller says the Show Me Center is a big asset to the city, not only from the events that are held there, but because it can handle 3,500 to 5,000 people for conventions. "We are looking forward to the Osage Park facility opening, which will seat about 2,000 and will complement what is being held at the Show Me Center," she observed.

"We will be able to reach for more meetings that fall in between small meetings and large gatherings."

The CVB is always working to bring several big conventions to the city. Right now, Miller said the bureau is bidding on a 1998 Baptist convention that would bring 5,000 people to town, and is also seeking the 1999 Missouri National Guard convention.

In addition, Miller points out that there are a large number of smaller events being held in the city.

The CVB works closely with tour bus operators, sends brochures to information centers around the region, and maintains an ongoing calendar of events.

Most of all, Miller wants to stress that the Convention & Visitors Bureau is here to serve as a resource to businesses and groups wanting to bring people to town.

"We are a great resource for the community," summed up Miller.