© 2024 Connecticut Public

FCC Public Inspection Files:
WEDH · WEDN · WEDW · WEDY · WNPR
WPKT · WRLI-FM · WEDW-FM · Public Files Contact
ATSC 3.0 FAQ
Play Live Radio
Next Up:
0:00
0:00
0:00 0:00
Available On Air Stations
WNPR’s small business coverage elevates understanding of the challenges faced by small business, educates policy-makers, and highlights the vital role of small business to the state’s economy.

Can Small Be Revolutionary, Too?

Sarah Miner

http://cptv.vo.llnwd.net/o2/ypmwebcontent/Chion/sm%20120625%20sb%20tourism%20reax.mp3

 Tourism in Connecticut seems to revolve around a few big names. The Seaport, the Aquarium, and the casinos. These are prominently featured in the state’s new marketing campaign. But the industry is also sustained by hundreds of small businesses – inns, restaurants and small attractions. They’re wondering if they’ll get a fair shake in this new focus on state marketing. 

It's been just over one month since Governor Malloy announced his plans for a new marketing campaign to increase tourism in the state of Connecticut. With a $27 million budget, the campaign is focused on encouraging travelers to come and explore what the state has to offer.

"My first reaction was hallelujah, we have money back in tourism."

Linda Auger is the owner of Taylor Brooke Winery in Woodstock, Connecticut. While she welcomes the campaign, as a small business owner, she also has her doubts.

"As long as that money is equally spent I will be happy. Do I expect that? To be perfectly honest with you, no I don't. I will be dissappointed, because that hallelujah will be 'yeah, alright, hallelujah, but the same old guys get the money'"

So where has the money gone?

So far the state's marketing dollars, through a number of different agencies, have produced a new slogan “Still Revolutionary,” a new theme song “Better With You,” television commercials, and various radio and print ads.

Here is Old Lyme Connecticut, Linnea Rufo owns the Bee and Thistle Inn and Spa. She too is concerned the campaign will highlight big business around the state.

"We need to get somehow where we can have a voice because Mystic and that area have so much there that is pushing them to the forefront and we are just so lucky to have them to be a part of - but we also have so much more that I think needs to be thought out."

Many small businesses strictly depend on their customers to survive. Most don't have large marketing and advertising budgets and want to know that their tax dollars are being used to help drive tourists through their doors.

"Last year, room tax went from 12% to 15%, and that was a big thing for us to swallow. I would just like to know where that goes, or if it can come back to be put into some kind of program to update a historic buidling or help with marketing."

Although she feels s a strong sense of commitment from both local and state leaders, Rufo wants to send them a clear message:

"We bring a lot to this area. We're a small businesses, we're a voice, and we're here to bring people to enjoy the state of Connecticut."

Kip Bergstrom, Deputy Commissioner of the Connecticut Department of Economic and Community Development, agrees. He says that this is a huge revenue generating business opportunity for the state and as the saying goes, the rising tide lifts all boats.

"The more we spend on promoting the industry the faster we are going to get there. Conservatively, you get about $3 back in state and local tax revenues for every dollar you spend on tourism promotion. So the fifteen million that we spent in this fiscal year, should generate 45 million in incremental state and local taxes."

He also says there will be provisions that will help small businesses, such as workforce training.

"The employees that are the customer facing employees- we plan to invest in training the hospitality workforce in courtesy, wayfinding, referral, and just generally doing things that make the visitor feel special."

Aside from bringing tourists to Connecticut, the campaign also aims to bring new business into the state.

"So the brand has to work for tourism, but it has to work for business development and talent recruitment. Where does revolutionary thought and action come from? My view is that it comes from place. They are inspired by a place or places in Connecticut."

Nothing in the campaign so far has highlighted what Connecticut's urban areas have to offer. And for Ron Morneault, owner of Stackpole, Moore, and Tryon Company – as a Hartford business owner and resident for over 35 years – inspiration only takes us so far.

"You will have small business here in Hartford if visitors come here. There will be a reason for a small business to stake out an investment because they know there are people getting off the highway, or that are on their way through here and they're going to spend some time here. Right now, there is no fertile ground to plant a business here - businesses aren't coming first and HOPE that people are going to come. That's not the way business works."

For now, the campaign is still in its beginning stages, and Bergstrom says he hopes it will ignite what is lurking under the surface – which is a fierce sense pride about being from Connecticut.

Stand up for civility

This news story is funded in large part by Connecticut Public’s Members — listeners, viewers, and readers like you who value fact-based journalism and trustworthy information.

We hope their support inspires you to donate so that we can continue telling stories that inform, educate, and inspire you and your neighbors. As a community-supported public media service, Connecticut Public has relied on donor support for more than 50 years.

Your donation today will allow us to continue this work on your behalf. Give today at any amount and join the 50,000 members who are building a better—and more civil—Connecticut to live, work, and play.

Related Content