LARC has been hired by the City of Eureka Springs to analyze its existing tourism program. It is
truly LARC's desire to deliver a study that, if followed, will assure the city of a healthy tourism
program. The only thing LARC cannot do is help the city with the execution of the program, a
responsibility that lies in the hands of the businesses that wish to work together.
In Section IV, we have outlined a structure through which city officials can accomplish their goals.
It is recommended that Eureka Springs return to basics and establish organization in the program.
In a city as diverse as Eureka Springs, this can only happen by finding the common ground spoken
of in Section I. LARC's research concludes that tourism is Eureka Spring's economy, and this alone
should be the common ground that brings everyone together for the purpose of building a strong
economy.
Begin organizing with the Strategic Planning meeting recommended in Section III. This meeting will
divide all interested parties into four committees. All issues that are of concern to Eureka Springs
will fall into one of these four committees: organization, economic restructuring, promotion, and
design. It is important to note at this meeting that no issue will be left out. All issues will be ranked
and placed into one of the four categories. The key to each committee's success is to concentrate
on what that committee is asked to accomplish. Issues may cross over into more than one committee,
but it is crucial to concentrate on the issue and not on who gets credit for solving it. The point is, the
tourism program wins, therefore, everyone wins. Never lose sight of the big picture.
Here are some examples of how issues fit into the committees. Sidewalks in Eureka Springs have
been cited as a concern in our research. The Design Committee would work toward ideas to solve
this concern. Marketing is another area of concern, i.e., who is our customer and what is our image?
This issue would be handled by the Promotion Committee, which would work closely with the CACP,
an advertising agency, perhaps, and the Chamber of Commerce to answer these questions.
It is important to remember that not everyone will agree with the solutions, but it is crucial to try the
idea that the committee feels has the best possibility of success. It is LARC's experience that not all
solutions will work, but we also know that doing nothing simply means "nothing" will work.
These committees will give Eureka Springs the crucial structure it lacks. The primary weakness
LARC's research revealed is the lack of organization in Eureka Springs and, secondly, the lack of
cooperation. LARC has had the opportunity to work in many small communities and this is a
common problem that exists. We have also had the pleasure of working with communities who work
together well, and the difference is clear in the amount a city can accomplish through cooperation.
The third major issue facing Eureka Springs is marketing. Great strides can be made if the city will
allow its Promotion Committee to direct efforts in this area. Fourth, the city needs to develop new
products to market. This idea does not always have to be a new physical structure. Birding is one
of the hottest new trends in tourism. Eureka Springs has the beauty of its natural surroundings to
develop this market. Some work must be done to develop places to go to watch birds, what the
visitor can hope to see, and then marketing these things to the prospect. Think of the scenic beauty
of the area as one of the city's new attractions. Market mountain biking in cycle magazines, fly
fishing in angler publications, etc.-the list could be endless.
Tourism growth does not happen by chance. The cities exploding in tourism have an organizational
structure in place that includes leadership, cooperation, marketing, and a great product. Eureka
Springs definitely has the great product but is lacking in the other areas.
LARC concludes its study with these challenges for Eureka Springs to execute:
Form a Tourism Task Force (to execute the points in this study)
Return to the basics
Appoint a Tourism Coordinator
Form a DDA
Hold Strategic Planning Meeting
Develop the four-point Committee Approach
Establish cooperation between organizations
Overhaul marketing materials
Use the reputation of the Passion Play in marketing