The House’s recent approval of a second iteration of the 2015 Tourism Study Commission, a 2-year-old legislative body chaired by Rep. Lauren H. Carson, D-Newport, might seem on the surface like a duplication of R.I. Commerce Corp. efforts to promote the state’s brand.
But Carson says the panel’s purpose is not to market the state but instead ensure Commerce RI’s accountability in spending state tourism dollars. The state last year embarked on an ambitious $5 million tourism campaign that also sought to centralize marketing factions from across the state under one state-led initiative. In the fiscal 2018 budget that was expected to be approved by the General Assembly, there is $3.15 million included for statewide tourism efforts.
“It’s perfectly within the purview of the commission to ask institutions in Rhode Island to report on how they spend taxpayer money. … I don’t think Commerce is doing that right now,” said Carson. Generation of “consistent, real data from region to region across the state, year to year,” is the goal she said.
Robert Billington, president of the Blackstone Valley Tourism Council and member of the commission, said the panel is not a spending safety net but “ensures we have broad-based conversations.”
Lara Salamano, Commerce’s chief marketing officer, participated in past panel meetings but is not a member and doesn’t expect Commerce’s role will change. She “applauds” the idea of the panel ensuring taxpayer money is spent wisely, and said: “If you’re doing great work, there’s no problem in showing it. I’m an open book.”
The new panel’s work will also include looking at other states’ tourism metrics, expanded international marketing opportunities and changes to state hotel-tax distribution.
Carson would not give details on hotel-tax changes but said the R.I. Department of Revenue director will be a member of the second iteration of the panel.
As of January, R.I. DOR data show a 4.4 percent year-over-year increase in revenue doled out to regional tourism districts from the hotel tax.
Evan Smith, president and CEO of Discover Newport, said the commission is performing a SWOT analysis (strengths, weaknesses, external opportunities and threats) of Commerce – especially regarding hotel-tax allocation. He said by uniting elected officials, the private sector and local tourism divisions, the panel can perform an important oversight role.
“Is it Commerce’s job to step back and see if what we’re doing with public money is correct? I don’t think so,” he said.
The initial commission was founded with 15 members, including legislators and heads of local tourism councils. The second commission will be expanded to 19 members and include representatives of R.I. DOR, R.I. Hospitality Association, R.I. Airport Corp. and the private tourism sector.
“You need all the troops in the field reporting back” for a complete perspective, Smith said.
