If You Build It, They Will Come
December 2004

Arkansas Department of Parks and Tourism

New hotels and convention centers, a retired submarine, improved state parks, and aggressive marketing combined to overcome rainy weather and deliver the best year Arkansas tourism has enjoyed since 2001.

The National Weather Service recorded 11 days of measurable precipitation in April, June and July, all above normal for Arkansas. April was the wettest since 1999; June 22 broke the record for precipitation for that day. Richard Davies, Executive Director of Arkansas Parks and Tourism, noted that while campgrounds lost bookings because of the weather, travelers in the state sought shelter indoors. "The parks were hurt terribly in June, which is their biggest month, and it was primarily lost in camping," Davies said. "The same month Hot Springs was up double digits. It makes me wonder if all of the campers went to Hot Springs and rented a room. Generally, everybody is up; the traffic is coming back."

Typically, The Natural State generates higher numbers in summer months, largely due to the state's diverse offering of outdoor activities. Joe David Rice, Arkansas's Director of Tourism, predicted that 2004 will alter the trend with a hearty finale. "I think the year is going to end on a strong note," he said. "I think the fall foliage is going to surprise us with its majesty. There are a lot of good things happening across Arkansas -- new hotels, new convention centers, and new attractions coming online. I have never felt more encouraged about Arkansas's future in tourism than I do right now."

The William J. Clinton Presidential Center and Park's November opening factored heavily in upbeat predictions for fall. While the center is located in Little Rock, Davies believes it will be a boon for communities throughout the state. "We feel that a lot of these people won't just come to Little Rock, they will want to go to other Clinton sites like Hope, Fayetteville, Hot Springs," he said. "They may also be interested in running up the road to go trout fishing while they are here." Arkansas Parks and Tourism has taken steps to encourage library visitors to venture outside central Arkansas. "We created a tear-off map for all of the frontline people in Little Rock that has all of the Little Rock city direction on it, how to get to all of the museums and tourist sites, and when you flip it over, it tells you how to get to Eureka Springs or Hot Springs or Fort Smith or El Dorado."

The opening of the center has generated a significant amount of press for Arkansas. "Newsweek had a great feature on the Clinton Presidential Park in recent weeks," Rice noted. "It is a three-page spread. That type of coverage is going to get even more people interested in visiting our state." Rice also touted aggressive advertising and an improved economy as factors in increasing vacationers' interest in the state. "The American psyche is improving; people are feeling more comfortable about the economy and the future of the country. Improvements across the state are beginning to have some effect. The highways are getting fixed, the parks are improved, and I don't think there is any getting around the fact that we had a good advertising campaign this year."

Revenue from the state's tourism tax validated Rice's hypothesis with an 8.3% increase through June, providing $4,396,584 from the industry.