News

Tourism department overhaul is needed

A Times Editorial
Published June 7, 2005

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Hernando County Administrator Gary Adams is on the right track with his plan to overhaul the Tourist Development Department.

Under a proposal he will soon present to the County Commission, Adams not only is correcting the practice of spending too much of the department's revenue on personnel and administration, he is laying the groundwork to establish a better vision of how the county markets itself to visitors. Both initiatives are sorely needed.

The Tourist Development Office brought in almost $304,000 last year through its so-called bed tax, a 3-cents-on-the-dollar levy that is collected from motel patrons and other short-term renters in the county. An investigation by Times reporter Will Van Sant in 2004 revealed that between 1999 and 2003, a little more than 44 percent of the bed tax was spent on salaries, benefits and administration. The remainder was spent on promoting tourism.

That is opposite the expenditures by other counties, where the bulk of bed tax money is spent on marketing and only a small percentage goes to personnel.

That lopsided disbursement alarmed Commissioner Robert Schenck, who has quietly lobbied for spending the money more wisely. Administrator Adams has responded to that concern and then some.

Adams wants to place management of the tourism department, headed by Sue Rupe, under the control of Michael McHugh, director of the Office of Business Development. In doing so, Adams proposed eliminating two full-time jobs, which will leave only Rupe and a part-time secretary. That will save almost one-third of the department's income, which Adams thinks can be put to better use.

One of his ideas for spending the money more wisely is to hire an outside consultant to give the county advice about how to sell its image as a destination. Professional marketing experience, as well as the need to develop a cohesive vision of how to promote the county, have been lacking for years.

Toward that end, Adams also wants to set aside about a third of the bed tax collected each year for a long-term capital investment to attract tourists. He has not speculated on the possibilities, but they could include an arts or sports facility, such as a concert hall or athletic arena, or subsidizing a niche festival that would have a wide appeal outside the region.

Laying the financial groundwork for such an endeavor is essential and Adams' streamlining of the tourism department is both a practical and farsighted approach. County commissioners should greet it with enthusiasm when he presents his plan at budget hearings this summer.

[Last modified June 7, 2005, 06:49:47]

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