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Posted May 29, 2008, 12:05 PM
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Midtown Montgomery
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Join Date: May 2006
Location: Montgomery, AL
Posts: 1,231
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Tourist trade: Montgomery rates high with visitors
By Kym Klass • May 29, 2008
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Golf is king and the zoo brings in the families, but it's the new convention center downtown that the state's top tourism official is convinced will put Montgomery at the top of the list with visitors.
Last year, those visitors numbered 22.3 million statewide and they dropped big money -- more than $9.3 billion. Montgomery County's share was $542 million. Only Baldwin, Jefferson, Madison and Mobile counties got bigger pieces of the pie.
Still, that money is only a fraction of what Alabama tourism director Lee Sentell thinks the county will generate with the help of the Renaissance Montgomery Hotel & Spa at the Convention Center. He won't put a dollar figure, though, on how much the complex will bring in.
"This is going to directly increase numbers for the various attractions because the conventions are bringing several hundred people per night to the downtown area," Sentell said. "The Renaissance is changing the face of downtown Montgomery, as much or more as anything I can imagine."
Sentell called the hotel itself a destination, for couples to enjoy a night on the town -- the complex has a performing arts center, a bar and fine dining -- or a weekend getaway with a stop at the spa.
And both out-of-towners and locals will leave the hotel with a completely different impression of the city, he said.
"This hotel will do exactly what the Robert Trent Jones Golf Trail has done statewide, which is attracting people for a specific reason and it requires them to sample a portion of the state," Sentell said.
Within blocks of the convention center are three civil rights attractions known nationwide -- the Rosa Parks Museum, Dexter Avenue King Memorial Baptist Church and Parsonage and the Civil Rights Memorial.
Together, the three attractions draw healthy crowds; civil rights attractions statewide, though, struggle.
"When you're dealing with groups and people coming in from out of state, they are not going to just the Rosa Parks Museum, they'll also go to the Dexter Avenue King Memorial Baptist Church and Parsonage," said Brian Jones, a regional director for the state tourism department.
Animals, on the other hand, are a huge draw in just about every city. Montgomery's zoo ranked eighth in the state's top 10 paid attractions for 2007 in no small part because of the births of Rocky the rhino and Makena, the first African elephant born in Alabama.
"Pretty much anytime you have a big birth, it draws people in," said Steven Pierce, the zoo's program services manager.
The Montgomery Zoo reaches out to the public through special events -- Zoo Weekend, the Christmas lights display, Zoo Boo and charity weekends in partnership with the American Cancer Association and the Alabama Association of Retarded Citizens. This year, the zoo has a new River Otter Exhibit.
"We try to do a lot of cross promotion -- a lot with the Museum of Fine Arts and the Alabama Wildlife Federation and the Alabama Shakespeare Festival."
The wildlife federation opened a 4,000-square-foot outdoor pavilion last year at its headquarters in Millbrook along with five miles of trails and boardwalks and three regions for walks and hikes. And there's more to come.
In all, more than 10,000 nature lovers dropped by to take in the wildlife federation's amenities. They came from all around -- mostly from throughout central Alabama.
"It's what we have to offer on the weekends," said federation spokeswoman Kim Moon. "And it's just a beautiful place."
The museum ranked third in Alabama's free attractions. Just across the way, in Blount Cultural Park, is the Alabama Shakespeare Festival, ranked 10th in the state's paid attractions.
"The museum and Shakespeare Festival feed off of each other very well," said Lara Lewis, museum spokeswoman. "We collaborate in many arenas."
The two attractions are working together this fall and throughout 2009 on an exhibition called "The Art of the Theatre," which will include art and artifacts from William Shakespeare's "War of the Roses" trilogy.
The museum hosted a reception a few weeks ago for several hundred black meeting planners, who had a conference at the Renaissance.
"This is probably the most important constituency that Montgomery could possibly attract," Sentell said. "They took a tour of probably half a dozen attractions that will become what we call 'spouse tours.' ... There will be more visits by spouses than the convention delegates themselves. An exception to that is an off-site social function."
Had the museum not hosted the reception, he said, the meeting planners might not have been aware of the museum as an "option for a very elegant welcome party for future conventions."
Any convention that Montgomery can book for several years virtually guarantees a multiplier effect. The convention-goers have fun, enjoy any number of Montgomery's attractions and leave with a thirst for more.
"It gives people a taste of the city," Jones said, "and they return later."
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