Tourism dollars coming into Scotts Bluff County in 2009 were down only about one percent over 2008.

“The State of Nebraska had been predicting a six percent drop-off,” said Kevin Howard, director of Scotts Bluff County Tourism. “We’re pretty happy about that, especially with an uncertain economy.”

Using its new brand, “Nebraska’s Landmark Country,” the county has marketed and advertised its many sites through regional magazines, media advertising, printed materials and its own web site.

“Everything is new this year, so we have high expectations for the brand,” Howard said.

In 2008, visitors to Scotts Bluff County spent $34.6 million. Those funds generated 670 jobs, which brought in about $9.1 million in wages. About $565,000 in local sales taxes was also generated from tourism.

“That’s quite an economic impact for Scotts Bluff County,” Howard said. “Spread that across the state and tourism is a big benefit to our state.”

In addition to promoting the area, Scotts Bluff County Tourism also has a grant program for capital construction for not-for-profit tourist sites. More than $108,000 was granted in the last fiscal year for projects such as the Splash Pad at the Riverside Zoo and the Scottsbluff Kiwanis playground in Trails West Park. The committee is also working with the City of Gering to replace the roof at Robidoux Trading Post.

Another project with which the tourism committee is involved is directional signage that looks the same as gateway signage previously installed at the entrances to Gering, Terrytown and Scottsbluff. That phase of the signage project should be completed in early 2010.

“Phase three is to place destination signage at the numerous attractions around the county,” Howard said. “These different signs that look the same will make it easier for visitors to find their way around town. It will also make it easier for the locals to give directions.”

He added this integrated signage project has been in the works for about nine years. The signs are geared toward the visitor to provide a customer service.

Another part of the tourism committee’s grant program is for promotions. More than $40,000 was given last year to help with the promotion of events like the Father’s Day Rock and Roll Classic, Sugar Valley Rally, Oregon Trail Days, and the Cattle Dog Trials and the Harvest Festival, both at the Farm And Ranch Museum.

“Our goal is to help these events grow and become more successful,” Howard said. “That helps bring in more tourism dollars to the community.”
Howard said most of the group’s advertising is targeted to Nebraska and Colorado’s Front Range area. A customer survey, done as part of the branding process, revealed that visitors who come here are interested in history, the scenery and outdoor recreation. The typical visitor is in the upper income bracket and many are “empty nesters.”

The customer survey revealed some misconceptions the tourism committee had. “We had always thought people stopped here on their way somewhere else,” Howard said. “We found out through the survey we’re more of a destination site than we realized. That bodes well for Scotts Bluff County.”