John Ricks, State Tourism Director, was the featured speaker at the July 10 Seward Rotary Club meeting. Rotarians were joined by members of the Seward County Visitors Bureau and Seward Arts Council to hear an assessment of Nebraska's tourism effort.
John Ricks has been the State Director of Tourism for almost eight years, having started in 2017. He is the Director of the Nebraska Tourism Commission-soon to be renamed “Visit Nebraska!” His office is totally funded by the state’s 1% Lodging Tax. He has a 13 member State Board of Commissioners and ten staff members with two interns as well. He has a spending budget of about $9.1 million.
Ricks addressed Seward Rotary with a three part presentation on Nebraska Tourism: “Why are we doing what we do,” “What is the Creative Approach” and “Is what we are doing working?” He addressed each point in detail and shared a series of power point slides to support his comments.
Why are we doing what we do?
When Ricks started he needed to review the “Why” of what the new Tourism Commission was doing to date. In a major survey, he found Nebraska was not even considered a tourism option-there was a “Brand Apathy” with “Indifference” and a “Product Problem.” He realized that there needed to be a perspective change. Nebraska was 50th of all states when considered a tourism destination.
He noted Ad Awareness Levels were low-about 4% when last measured in 2012, Familiarity with Nebraska as a Vacation Destination was low-31% were somewhat familiar with Nebraska , the Likelihood to Vacation in Nebraska was very low-about 17% and there was a very slow growth in tourism prior to this decade.
He needed to complete a Nebraska “Brand Strategy” and change perception. He found that the Core Value considered for Nebraska was “Honesty.”
Creative Approach Needed
Because of a limited budget, compared to other state advertising resources, he knew he was going to have to go with a very creative approach. His creative team took the “Nebraska Honesty” theme and promoted it in a wave of media. As a result, based on the “Honesty Core Value”, the “Nebraska, It’s Not for Everyone” campaign was developed and success was realized.
Is it working?
John stated that in 2019 there was about $5.9 million in revenue, and in five years since it has increased to $8.3 million –a jump of almost 40%! This growth was to be the new focus. A recent ad effectiveness study also showed an increase by 5%. This is “New Money” from out of state visits.
He pointed with pride to the very successful Nebraska Tourism Passport Program, now in its 15th year. He noted that last year over 1,000 individuals visited all 70 of the stops in the Nebraska Passport program and the added bonus stops to highlight even more Nebraska businesses.
Pat Coldiron, owner of Liberty House Bed and Breakfast/Antiques and Gifts, commented that this is the fourth time she has been selected to be part of the Passport Program and commented on the value of the program for her business. It was so important to be part of the program this year, as the construction has halted business for so many. The Passport visitors helped her keep her business going and does impact her sales.
Tourism Success
As a result of the work of the State Tourism Commission, the perception of Nebraska in relation to tourism has gone from the bottom, yes, 50th place, up to 41st place on the tourism scale! In fact, Nebraska is now in competition with an entire new group of states in the tourism relationship.
Ricks commented on the past success with the campaign “Nebraska, It’s Not for Everyone!” and shared how they arrived at the ad campaign and the success levels it brought to the state in awareness. The campaign did have people talking and generated stacks of press clippings and numerous awards for creativity. He noted that there is an exciting new focus that will be announced soon and he knows it too will have people “talking” and hopefully enjoy the same level of success.
Ricks concluded by sharing several video presentations promoting the “Honesty Core Value” and he answering questions following his presentation. He can be reached at 402-471-1558 or john.ricks@nebraska.gov.