Woodfield area tourism bureau broadens reach

The Woodfield Chicago Northwest Convention Bureau is changing how it operates to promote tourism for all businesses in seven Northwest suburban towns, not just those that are members.

The bureau is changing to a nonmembership organization, a move designed to allow for more marketing opportunities. With the change, the bureau will be able to promote and represent all businesses in Arlington Heights, Elk Grove Village, Rolling Meadows, Roselle, Schaumburg, Streamwood and Wood Dale, said Dave Parulo, interim director of the bureau.

"This will enable us to offer a much more inclusive tourism marketing benefit to the communities that fund us," Parulo said.

The bureau now charges its business members fees that helps support the organization. The fees range from $350 for a restaurant to $1,000 for a large hotel.

Parulo, who took over as acting leader in June, said the bureau will continue to be funded through state and local tourism grants and by the local communities it represents through a portion of their hotel and motel taxes. There are no plans to increase the cost to the communities.

The change will begin in 2011, Parulo said. "It's very exciting. It's much more inclusive for our communities."

The bureau, which now has 320 members, believes the switch will ultimately bring additional visitors to the area. "We're hoping this will increase the content of businesses used to attract the visitor," said Parulo, 48.

He added that he spoke to other bureaus that said the stronger marketing presence is beneficial to bringing in additional tourists. Parulo, who has been with the Woodfield bureau for four years, will serve as the interim director for six months while an internal and external search is conducted. The bureau, which once employed 14 people, now has fewer than 10 employees. Positions have remained open due to the weakening economy and less funding received from the state of Illinois.

Decreases in state funding is not the reason Woodfield changed its business structure, Parulo stressed.

Other area convention bureaus are evenly split, some operating with membership fees and others without.

Members pay fees at the Lake County Illinois Convention and Visitors Bureau. "I think it works well here," said President Maureen Riedy, who oversees the 200-member bureau. She believes the bureaus are split evenly in the two methods of operation. The size and where the bureau operates often influences how it gains its revenue.

Tourism bureaus in St. Charles and Aurora operate with the nonmembership fee structure.

Amy Egolf, leader of the bureau in St. Charles, believes it's easier to promote the entire area with the nonmembership style. "It sometimes becomes frustrating if you're limited to only promoting particular members," said the executive director of the St. Charles Convention and Visitors Bureau. "This allows us to focus on the entire area and our true mission," she said.

Sue Boss, president at the Aurora Area Convention and Visitors Bureau agrees. She explained that her staff of five does not have the time or resources to foster and promote a true membership program. "Our first charge is to sell the hotel rooms - to put heads in the beds," said Boss, who oversees ten member communities.