Worcester Business Journal

wbjournal.com | August 7, 2017 | Worcester Business Journal 9 Source: Discover Central Massachusetts Worcester hotel occupancy Proving DCM's value The towns didn't say no to a specific request for money, Andreoli made clear. "They are open to discussion and data-driven research," added Andreoli, who is also the executive vice president of the Worcester Regional Chamber of Commerce, with which the tourism agency shares bookkeeping, payroll and other work to save on costs. The top officials in both Auburn and Sturbridge serve on DCM's board. In charge of communities with limited budgets, they need to be convinced funding is worth it. "It's a conversation that should be held when we're able to have that kind of data," said Julie Jacobson, the Auburn town manager. "But lacking that kind of data, it's almost impossible to have that kind of discussion about funding." In the southwest corner of DCM's zone, Sturbridge has long taken it upon itself to market the town, said Leon Gaumond, the Sturbridge town admin- istrator. He suggested individual mem- bers such as hotels could have more of a responsibility to support the tourism agency but added all the communities would benefit by working together to bring tourists to the region. Losing state funding The Johnny Appleseed Trail Association, based in Fitchburg, is in a similar situation as its counterpart, collecting funds from just a few core communities that have hotels: Fitchburg, Gardner, Leominster and Westminster. "It's just a smart business move," Johnny Appleseed's president and CEO, Roy Nascimento, said of such towns contributing to tourism efforts. "People understand they have to work together to have a stronger impact." While they work to win over their member communities, DCM, the Johnny Appleseed Trail Association and the 14 other regional tourism councils have to work with less sup- port from the state. Funding has been cut in each of the last two years. Last year, the 15 tourism councils started the year thinking they had $6 million to split, but that funding was dropped to $3 million after state budget cuts. For DCM, that meant dropping a restaurant marketing program Andreoli envisioned, among other efforts. Johnny Appleseed eliminated a planned sales mission to Canada and an effort with other councils to market specifically to the travel media. Great Wolf Lodge in Fitchburg is the most visited attraction in Central Mass., with 500,000 visitors a year, while being promoted by Johnny Appleseed Trail Association. The Worcester Bravehearts, part of the marketing of Discover Central Massachusetts, set attendance records for the Futures Collegiate Baseball League. The Worcester Art Museum is the 10th most visited attraction in Central Massachusetts, with 123,000 in attendance in 2016. The American Antiquarian Society in Worcester has begun an $18-million renovation to create more public space and a new conservation lab. Hotel occupancy in Worcester has largely improved this year, as a new hotel, Homewood Suites, opened earlier this summer, and another, AC Hotel, will open this winter. 0 20% 40% 60% 80% 100% J F M A M J J A S O N D J F M A M 2016 2017 W

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