Capital buzz boosts economy

Providence always seems to be getting on some list: “America’s favorite city,” “best social cities,” or, on the flip side, missing the ranking altogether for more esoteric recognition like “best cities for couples.”
Buzz created by the more credible lists, like the Oct. 8 Travel + Leisure magazine ranking of the city as “America’s favorite,” is not easily measured and may get lost amid the flurry of tweets and Instagram posts issued day to day, but Providence Mayor Angel Taveras and tourism officials in the city and state say the buzz does travel – and can make a qualitative difference.
“All of these lists and accolades aren’t exactly created equal,” observed Brian Hodge, communications and social media manager for the Providence Warwick Convention & Visitor’s Bureau.
The favorite-city ranking does carry a “certain cachet,” Hodge said because it topped a list released by a respected, nationally distributed print and online publication. More than 50,000 votes for 28 cities were tallied, the magazine reported.
“We like popping up on blogs, but this lends a little more credibility and third-party validation,” he said.
In fact, that listing will soon be referenced on banners in the city, said Kristen Adamo, vice president of marketing and communications for the bureau.
“In the next couple of months,” she said, “We’re going to slap that No. 1 ranking on everything we can.”
Well-respected publications such as Travel + Leisure and Architectural Digest provide recognition that no marketing budget can purchase, said Adamo and Taveras.
“Whenever we can reach a larger audience with positive news about Providence and why it is such a great place to visit, live, study or start a business, it is good for our city,” the mayor said in an email.
“It leads to more visitors, attracts new business and jobs and grows our economy. We know it’s more than ‘feel-good’ rhetoric: The impact these awards make is clear and measurable. And if it improves the way Rhode Islanders view their state, then it is a benefit to all,” he said.
Increased meal and beverage and hotel tax revenues demonstrate the power of favorable buzz, said Taveras and Lynne McCormack, director of the city’s Department of Art, Culture and Tourism. While it’s not possible to make a direct correlation between favored national rankings and any actual increase in visitors, McCormack reports sizeable increases in meal and hotel tax revenue when comparing fiscal 2010 to fiscal 2014, which ended June 30.
The meals and beverage tax revenue for the city climbed from $3,961,890 in 2010 to $4,744,242 this past fiscal year, McCormack said. The hotel tax revenue increased from $1,229,210 four years ago to $1,614,697, McCormack added.
The city only gets a portion of the hotel tax revenue; the other entities getting the rest include the state general fund, the PWCVB, and the Providence Tourism Council. The R.I. Convention Center Authority receives a percentage also, but only from the Omni Hotel, McCormack and Adamo said.
“I think you can make the connection that these kinds of accolades are helping to bring visitors to the city to spend money,” said McCormack. “It definitely creates a buzz.”
Over the summer, the American Institute of Architects named Providence the No. 1 city for architecture as well, she said.
“That one was all over Twitter and Facebook and made it to national blogs and magazines,” McCormack recalled. “Miami CBS News picked it up the next day. It was a brief mention, but you can’t pay for that [type of exposure],” she said.
In fact, the PWCVB does “encourage” people to vote when the rankings are based on polls, Adamo acknowledged, but she emphasized the agency does not try and direct or influence that voting process, only promote participation.
Some of the other recent accolades include Providence being named one of the best “social cities” by Women’s Health magazine and Yelp, and notable listings for dining out by Saveur, an international travel magazine. More frivolous rankings include being among the top 10 for coupon use by RetailMeNot and failing to make the top 15 list of cities cited by rent.com as best for couples. (Boston also missed that distinction.)
“Travel + Leisure is one source,” added Mark Brodeur, director of tourism with the R.I. Commerce Corporation. “Because they say it doesn’t make it a wonderful city. But we have dozens of articles being written that support that Providence is a wonderful city. It’s just one more reinforcement.” •

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