Gurnee paying more to attract tourism dollars
Citing a good bang for the buck, the Gurnee village board has agreed to pay more to help fund the Visit Lake County tourism bureau's efforts to draw visitors to the region.
Gurnee has been sharing hotel-motel sales tax revenues with the agency for 30 years, dating back to when it was called the Lake County Convention and Visitors Bureau. While the tourism office promotes Lake County as a whole, it also specifically helps Gurnee lure tourists as part of a deal with the village.
Under an amended agreement approved this week, the village will send 22.5 percent of annual hotel-motel tax receipts to Visit Lake County, up from 20 percent.
Gurnee typically has been shipping $145,000 to $155,000 annually to the tourism bureau, depending on business at the hotels and motels. Projections indicate the village will pay an extra $20,000 to $25,000 a year under the new agreement.
Mayor Kristina Kovarik said it's a good deal for Gurnee even with the increased cost.
"I know we will get much, much more back than what this increase is," Kovarik said. "In the targeted campaigns that (the village) has worked out with them, I think it will add a lot of value when we need it."
Six Flags Great America, KeyLime Cove Water Resort and other Gurnee attractions already are promoted by Visit Lake County as part of its overall program that also features other communities.
Gurnee will receive more from the tourism bureau under the revised agreement.
The village will be highlighted in a minimum of two annual marketing campaigns promoting dining, shopping and special events to a regional audience. One of the beneficiaries will be the Legions of Craft Beer Festival - a fundraiser for Gurnee American Legion Post 771 - set for mid-September outside Gurnee Mills.
In addition, Visit Lake County at least twice a year will distribute village-produced brochures or rack cards at Tri-State Tollway kiosks, Gurnee hotels and motels, and other venues.
Gurnee typically receives 26 million annual visitors, according to state tourism officials.
Responding to a question from Gurnee Trustee Don Wilson, Visit Lake County President Maureen Riedy said many of those visitors are from the Chicago area.
"And most of our summer advertising is, therefore, directed to the Chicago area," Riedy said. "So, outside of Lake County, just beyond that, is really, probably our biggest target market. And that's interesting, because they're close, but they want to get away for a weekend."
Tourism generated $1.26 billion last year in Lake County, according to Visit Lake County. The industry accounted for 10,330 jobs, $27 million in local taxes and $76 million in state taxes.