Mar 28 2008
Banding together to create profit from tourism
Interesting article about companies banding together to profit from tourism in the Austin area. Having traveled more than my share, I can tell you from first hand experience how difficult it is to find interesting things to do when you’re away from home on short notice. An idea like this could definitely work in the Austin-San Antonio Corridor as well. Read on….
A visitor in an Austin hotel or motel might have a little time to kill the night before a meeting or in between events. One could find something to do by laying back and watching the local information channel or reading the room’s complimentary guidebook. Both offer advertisements and stories about Austin’s entertainment options.
The scenario may become more common as Austin attracts a growing number of visitors, who spent $1.68 billion in 2006, according to economic analysis firm Global Insight. Downtown’s 5,200 hotel-room capacity is also expected to increase by 2,000 rooms in the next few years.
The growth could mean more revenue for a new partnership that combines the rooms’ 24-hour informational television component, CityView TV, with the guidebook Celebrate Austin. The partnership aims to combine the pair’s advertising sales strengths.
CityView TV owner Carlos Benavides and Celebrate Austin owner Judy Barrick started discussing a possible partnership in October 2007 at a networking luncheon. Benavides had run his company alone since starting it in 2001. Barrick bought a stake in the 28-year-old guidebook from a previous owner in August. The television programming and the guidebook reach about 17 million viewers per year, Benavides says.
Benavides and Barrick met again a few days after the initial discussion, and soon began the legal process of joining the two companies. Barrick bought a minority stake in CityView TV, and Benavides renamed it to Celebrate CityView TV. The partnership sells ad space on television, in print and on the Web. Excluding Benavides, the partnership employs a six-person sales staff, which came from Celebrate Austin.
Barrick says advertisers have reacted positively to the union. It now offers bundles of television, print and Web advertising at discounted rates. The television and print entities cross-promote each other.
“Most people who do advertising, whether it’s a retail business or real estate or whatever, have set aside budgets for each one of the media,” Barrick says. “Cost-wise, it’s great because TV commercials are very expensive and … read full article in the Austin Business Journal