Geneva's right to use taxes for tourism
Having out-of-town visitors spend money in your community is always a boost to the city coffers, but the trick is to get those visitors to stay for more than one day.
That's why more hotels have gone up in the Tri-Cities region, and why St. Charles likes Pheasant Run Resort within its boundaries. It's also why Geneva has encouraged a developer to convert an old riverfront creamery building into the Herrington Inn. Such moves equate to a boost in hotel-motel tax revenue, which helps chambers of commerce, visitors bureaus, arts commissions and historical societies obtain money that in turn can promote more visits to the community.
A Geneva City Council committee has given preliminary approval to a plan that would funnel a portion of hotel-motel tax revenue into a promotion campaign highlighting the city's four major festivals and other shopping and overnight-stay opportunities. There will also be an effort to attract tour groups to the city, and some money will be used for administrative help for the city's arts commission and downtown support groups.
We applaud Geneva for the teamwork that appears to be in place when it comes to sharing money earmarked for promotions. The city has studied the marketing statistics related to how many out-of-town visitors are lured to the unique shops along State and Third streets in downtown Geneva. Most are within 40 miles, and that is great news for those pushing a promotional campaign. The fact that only 22 percent of shoppers in downtown Geneva actually live in Geneva is not as troubling as it sounds. This is a city whose residents point to their downtown district with pride and bring out-of-town relatives and friends to that destination. If the residents aren't always spending money downtown, there is a good chance they are bringing people who are.
The Tri-Cities have embraced the power of attracting tourism in only the past two decades. The factories and mills along the Fox River have turned into beautiful community parks and riverwalks near interesting downtown shops and restaurants.
More than 20 years ago, St. Charles became a testing ground for the politics and lobbying that can take place when a city council is determining how hotel-motel tax revenue will be spent. Some aldermen were of the belief that the money needed to go into general funds to fix roads or buy fire trucks and equipment. Others felt that if hotels were being taxed, the money should go to the visitors bureau in an effort to bring more people into town to spend money and stay at hotels.
As the communities made improvements to attract more tourists arts groups and downtown support groups were born, it became apparent that a funding system was needed to lure more visitors. State statutes make it clearer these days that the money should be used to put "heads in beds" within our towns. Geneva has this equation figured out, and we support its plans to let everyone in the area know what the city has to offer.