Lawrence is known as a place that is quirky, cool, fun, eclectic, and out-spoken. “Like a great film, it leaves you wanting more.”
The challenge to eXplore Lawrence, the non-profit entity now responsible for promoting and managing Lawrence tourism, is to understand the Lawrence brand and capitalize on it, according to Michael Davidson, Executive Director since April 1, 2016. The entity, funded by the city’s transient guest tax, anticipates a 2017 budget of $990,000. With the slogan “Unmistakably Lawrence,” the City is well on its way to enhance its reputation as a destination.
eXplore Lawrence is focused on encouraging visits not only for leisure activities, but also for conventions, meetings, and training events held by corporations. Currently, according to Davidson, 25,000 people in Lawrence work in tourism-related businesses—attractions, hotels, restaurants, and support services—generating an estimated $5 million in the local economy. For every $1 spent in tourism, $8 dollars gets churned into the economy. And Davidson also points out the fact that the industry provides numerous entry-level jobs for workers in the area.
Recently, eXplore Lawrence invested in a professional survey to identify ways to become even stronger and more effective in its efforts. In addition, the group is using social media in innovative ways, collecting pictures and videos from folks who have actually visited Lawrence and re-posting them on their website. They also use technology that alerts them when people who have explored the website actually come to visit the community.
