When most people think about economic progress in Northern Kentucky, tourism usually isn't the first sector that comes to mind. But a recent study shows visitor dollars making a significant impact here -- and that trend appears to be growing.
- 22.7 million people visited the 15 counties in three states that make up the Cincinnati MSA, for both overnight stays and day trips.
- Those visitors spent $4.1 billion, an increase of 4.3% over 2010.
- Nearly 85% of visitors came for leisure, with roughly half of those visiting friends and relatives.
- About half of all overnight visitors live in the Midwest, and another 27% come from the Southern United States. Top states of origin are Ohio (32%), Kentucky (12%), Indiana (9%) and Michigan (7%).
- Tourism sustained nearly 94,000 jobs in 2011, raising $2.7 billion in income and accounting for about 9.9% (1 in 10) of jobs regionally.
- For every 10 direct jobs in tourism, four indirect jobs are generated elsewhere in the economy.
- Tourism-driven tax proceeds of $551 million helped offset the average household tax burden by $644 per household.
Convention visitors hold additional promise for region
When it comes to attracting visitors to the region, it's about more than touting great restaurants, parks and nightlife. For Eric Summe, President & CEO of the Northern Kentucky Convention & Visitors Bureau, it's equally important to showcase Northern Kentucky's economic upside for groups looking at destinations for their business meetings and conventions.
Summe and his sales team measure their success in local hotel reservations. Their 72 hospitality partners in Boone, Kenton and Campbell Counties charge a "bed tax" to each overnight visitor, which funds a revenue stream his team then uses for the expressed purpose of promoting tourism in Northern Kentucky.
"Our process involves selling a destination," says Summe. "Although we're part of the larger region, our focus is on selling what Northern Kentucky has to offer to potential visitors. They can have their meetings here and enjoy all the accommodations and attractions that make this a desirable destination. We help give the hotels, transportation services and attractions in this area a chance to compete for this business."
NKY visitors get personalized 'one-stop' service
Summe feels his team is particularly well-positioned to attract visitors to Northern Kentucky because of their unique business model.
"If you're a meeting planner and you want to bring a group to this area and you want hotels, tickets to games, visits to Newport on the Levee, bus tours and the like, we provide you with one point of contact, and that's our sales manager," he says. "We think there's a lot of value in that, because many destinations don't offer that kind of personalized service."
Once a visit contract has been negotiated, Summe's convention services team works to ensure that all provisions of the contract are met and that each client's experience is a satisfying one. The goal, says Summe, is for clients -- who range from companies and state associations to sports teams and hobby groups -- to bring their business back to Northern Kentucky, and, if the climate is right, to relocate here permanently.
"Of course, the attributes that we offer come into play. It's affordable; we have access to airports and interstates; it's a major metropolitan area with a small-town vibe; we have a great tax structure -- all of those things factor in. A lot of times recognizing those attributes starts with a short visit. There's definitely a correlation between how companies become familiar with an area and how their initial impressions play into the decision to relocate."
Economic outlook to remain inclusive, trend upward
Northern Kentucky will soon be able to boast even more visitor appeal, thanks to a number of burgeoning developments both on this side of the river and a few short miles away in downtown Cincinnati. If progress maintains its current pace, Northern Kentucky stands to see an even larger influx of visitors, as well as new and newly relocated businesses, in the coming years.
Summe says that Northern Kentucky's urban neighborhoods, as well as those to the south of the 275 loop, have played a considerable role in the recent economic boom. Further, he cites the forthcoming Party Source bourbon distillery in Newport and Covington's Riverfront Commons and Gateway College urban campus as projects that have the potential to further define the region, elevate the quality of life for all residents, and draw attract even more visitor traffic in the coming years.
"Sometimes in this region, that river is a big obstacle. It's a divide. But visitors don't really see that," says Summe. "Having said that, we need to always be vigilant about keeping NKY moving ahead and making sure we're having the right conversations about the possibilities for making this an even more vibrant community and region."
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