Jane Ellis giving a tour at an open house in February.
added onto lodging bills in Brown County for any accommodation of less than 30 days in a structure with indoor plumbing. Last year, that brought in more than $ 844,000. The local Tourism Commission, which oversees the CVB, keeps 5 percent of the total, and the rest goes to the CVB to promote tourism. Earmarking $ 100,000 from last year’ s budget meant a decrease in paid advertising, which the CVB staff tried to offset by focusing on social media.
Gone from the CVB lobby is the rack of local business brochures. Instead, the CVB is hosting business information on its website without charge. Business used to pay $ 95 a year for a spot on the website. The new system is more ecologically friendly, Ellis said, and easier for CVB staff, since they don’ t have to monitor which brochures need to be restocked.
A new approach will be instituted this year as the CVB tries to“ elevate the destination” of Brown County and work to attract a younger demographic. That includes working with the Brown County Chamber of Commerce on a longterm vision of networking and attracting more business travelers, including weekday visitors.
“ There is a very exciting energy of change” in the air, Ellis said.“ People are invested in the community.”
Much attention is focused on the proposed Maple Leaf Center, a 2,000-seat venue with adjacent parking, being planned on Nashville’ s east side.
Ault said ground is expected to be broken for the performing arts center in April, and it is expected to open in 2019.
Planning for the Maple Leaf Center got under way last year, when 14 acres behind the city police department building were purchased for $ 2 million. Brown County government took out a $ 12 million loan for the project, with funds from the innkeeper’ s tax going as collateral on the 30-year loan. Traffic to and from the center will be served by a new three-lane road to be constructed east of the retail complexes, which include McDonald’ s restaurant and Family Dollar.
Although the CVB is not responsible for Maple Leaf, both come under the jurisdiction of the Tourism Commission. The concert venue will have its own management group and executive director. Officials hope Maple Leaf will make the annual $ 550,000 loan repayment from its revenue, making use of the innkeeper’ s tax unnecessary.
Ault said he believes Maple Leaf will be selfsustaining.
“ I truly think it will pay for itself, put more money in the community, and not take away from the innkeeper’ s tax,” he said.
But Ellis said, if necessary, the CVB is extremely resilient, and can work within reduced budgets. Ault agreed, noting increased social media presence and non-paid marketing as options.
Ellis said officials believe Maple Leaf will draw customers from a wide region, and the booking firm Live Nation will arrange 20 to 25 nationally recognized shows a year, with another 70 shows featuring regional artists. Many tickets will sell for $ 50 or less and national acts, which may be included, range from the Beach Boys to the Oak Ridge Boys. The lobby of Maple Leaf will promote other Brown County attractions.
But Ellis said the CVB will continue to promote the arts, dining, outdoor activities, and other attractions that bring visitors to Brown County.
“ I don’ t want anybody to think we’ re choosing one thing over another,” she said.“ We want to keep the conversation open. It does neither the CVB nor Brown County any good to pick and choose.”•
March / April 2018 • Our Brown County 17