Gean B. Atkinson
Writing in The Oklahoman
Budget shortfalls are nothing new to Oklahoma. Any of us who have been around for any length of time have experienced the challenges that come with such a downturn.
The Department of Tourism is no exception. Last year it had its share of reductions in funds including a 5.27 percent budget cut and the transfer of $3.7 million from two agency revolving funds. And yet even with these decreases in operational budgets, the department remains committed to coming up with new solutions to allow it to accomplish its mission. How? By taking lessons from business.
As the state’s third-highest grossing revenue industry, with expenditures due to tourism of just over $7.5 billion generating $403.8 million in state tax revenue, it’s also a vital employer of 79,700 jobs with a payroll of $2 billion in 2013. It has to act like a business. In Oklahoma, it is big business.
And in business, certain steps are necessary when revenues fall. First, continue to supply customers with the product they expect; two, maximize the effectiveness of marketing efforts; three, revisit every expense to ensure it is appropriate and justifiable. Finally, as a last resort, review and adjust staffing requirements if necessary.
In the past year, the department had taken numerous steps to maximize the available resources for Oklahomans and to ensure that the beauty of Oklahoma remains accessible to Oklahomans. Even in the midst of lowered revenue, 2016 will see the opening of a beautiful lodge at Lake Murray, funded not by taxpayers but in large part with oil royalties on the property that have been amassing since 2006. Meanwhile, Sequoyah Lodge, the largest park of the state’s lodging facilities, completed an extensive renovation to keep its income high and ensure it is competitive and attractive to visitors.
As far as tourism marketing, Oklahoma Tourism is breaking all records with its new digital marketing program being recognized nationwide as a leader in the field. Setting records in the highest number of industry brochures ordered, and increasing visitors on the website by 18 percent over last year, point to the increased interest and traffic we’re seeing and can expect in our state.
State parks are enjoying an increased percentage of self-sufficiency — 67 percent in fiscal year 2014, up from 65 percent in FY 13. Also, savings gained from shifting parks to local entities has resulted in increased traffic and a renewed interest by local patrons.
Most important, whether in business or government, is the attitude of the people responsible for the execution of the necessary changes. This is where tourism shines. Instead of the negative attitude often seen during tough times, tourism staff and leaders have the attitude of “It is what it is and we will handle it.”
Atkinson is president of Atkinson Advertising Associates, Inc., in Oklahoma City and a tourism commissioner for Oklahoma’s 5th Congressional District. He is a former member of the House of Representatives.
Tourism IS a beacon of fiscal responsibility. If every state department were run as well and economically as Tourism, that shortfall would be a lot smaller.