Question: At the Northern Nevada Gaming Summit on February 19, gaming consultant Mike Meczka said Reno’s future would be as “a gaming market dependent upon locals, with decreasing visitor and tourism counts.” He also said, “Washoe County has nothing unique left to offer. There are many other markets that are able to make the claim ‘four-season recreation resort meeting destination,’ some of which are even enhanced by gaming.” As chair of the Nevada Commission on Tourism, what is your opinion of these remarks? As gaming revenues for Washoe County decline, what efforts are being made by the Nevada Commission on Economic Development to bring in other sources of revenue? What measurable effects, if any, have these efforts achieved?
The future of Northern Nevada tourism has been discussed and debated for several years. As some of the Summit participants noted, there is a need for introspection, cooperation and reinvestment. The larger question, indeed the core question, is this: Can Northern Nevada not only survive, but prosper as a tourist destination?
Of course it can…and I’ll tell you why. The larger picture is one that includes gaming, but is not limited to gaming. The larger picture encompasses gaming, destination attractions, outdoor adventure and special events. Based on that larger picture, I am optimistic about the future for Northern Nevada tourism for several reasons:
The development of an infrastructure for tourism. The renovation and expansion of the Reno-Sparks Convention Center gives Northern Nevada an opportunity to bring in a variety of groups and organizations from across the nation. Their experiences in Northern Nevada help spread the word to additional groups and organizations, as well as individual tourists, providing excellent opportunities for conventions, conferences and special events.
The development of the Whitewater Park on the Truckee River offers a year-round destination attraction that is an easy walk from Reno hotel-casinos. It features 11 “drop pools” and boulders for kayaking maneuvers, a slalom racing course and 7,000 tons of smooth flat rocks along the shores for easy river access and spectator seating. This will become a premier world attraction for kayaking.
The development of a new media campaign by the Nevada Commission on Tourism (NCOT) that, for the first time, gives Northern Nevada national television exposure. The campaign, “Nevada – Wide Open,” promotes the state’s attractions and the myriad outdoor activities available in Northern Nevada, including skiing, hiking, mountain biking, rock climbing, sand dune surfing, golfing, etc. The spots promote a visitor guide available by accessing the state’s website (www.travelnevada.com).
The state and regional tourism authorities (such as the Reno-Sparks Convention and Visitors Authority) also promote festivals, events, sports, restaurants, historic places and scenic wonders.
Optimistic figures. A quick look at some Washoe County figures comparing fourth quarter 2003 to fourth quarter 2002 show a modest increase in visitor volume (+0.5 percent), occupancy level (+0.6 percent), room nights occupied (+0.1 percent), room inventory (+0.3 percent), room tax collections (+1.1 percent), gross gaming revenue (+3.3 percent) and airport volume (Reno/Tahoe +4.8 percent, Elko, +7.0 percent).
Economic development activities by the Commission on Economic Development and regional bodies (such as EDAWN) reveal that one of the key reasons executives cite in deciding to move their companies here is the quality of life and recreational activities. Now that’s a vote of confidence.
That’s why I encourage you to remember the larger picture. It’s not just about slots or gaming in general. It’s about Northern Nevada tourism, which is the ultimate playground for visitors and their families.
Let’s plan and work to together to make the future brighter than ever.
