Cook County tourism associations join forces

Cook County may soon be earning a bigger spot on the recreational map. With the county’s tourist businesses scrambling for a decade to keep up with the cost of doing business, Cook County’s six tourism associations have decided to pool their resources in an effort to get ahead of the game.

On May 1, 2010, the newly formed Cook County Visitors Bureau will begin its efforts to raise Cook County’s overall profile while marketing the uniqueness of each area within the county.

Joining forces will be the Cook County Events and Visitors Bureau, the Grand Marais Area Tourism Association, Grand Portage Tourism, the Gunflint Trail Association, Lutsen Mountains Ski Area, and the Lutsen- Tofte Tourism Association. The entities believe creation of the nonprofit Visitors Bureau, a 501(c)(6), will increase efficiency and leverage advertising dollars more effectively.

“Thisis a very exciting time for all of Cook County tourism,” said Sally Nankivell, executive director of the Lutsen-Tofte Tourism Association and managing director of the Cook County Events and Visitors Bureau. She said the goal is to promote a county identity while retaining the “flavor” of each area. “We recognize that when travelers choose to vacation in Cook County, they rarely are drawn to just one area,” she said. “We have so many compelling attributes in the county as a whole—the greatest of lakes, the tallest waterfall, the spectacular Boundary Waters Canoe Area Wilderness, the greatest ski resort in the Midwest, and an eclectic mix of unique lodging options, restaurants, art, culture, wildlife, outdoor adventure, and so much more.”

Each tourism association will retain its own membership and board of directors but will be represented on the Visitors Bureau board in proportion to the amount of money the association contributes. Each association will elect its representatives to the Visitors Bureau.

According to Nankivell, almost all of each association’s funds will go to the Visitors Bureau, but each will have input into how its money is spent. Associations get their incomes from sources such as lodging tax and member contributions.

Nankivell said the Visitors Bureau would retain the tourist information centers currently located in the Tofte Fishing Museum and in downtown Grand Marais.

According to Charles Skinner, chair of the new organization, planning has been underway for several months and culminated in each association voting in favor of the merger. Thefinal vote came from the Gunflint Trail Tourism Association on March 3.

Officers were elected at the bureau’s first meeting Monday, March 8. Voted in were Charles Skinner, chair; Amber Pratt, vice-chair; Nancy Burns, secretary; and Mike Prom, treasurer; and Frank Vecchio, executive committee memberat large.

“We are pleased that such a dedicated and talented team of professionals from throughout Cook County will contribute their vision and leadership to this new management company,” said Skinner. “Representatives from these communities have worked together exceptionally well on the Cook County Events and Visitors Bureau board over the past three years, which has laid the groundwork for the new Cook County Visitors Bureau.”

A couple of decades ago, the Tip of the Arrowhead Association, a countywide marketing cooperative, disbanded after numerous ongoing conflicts and difficulties. According to Nankivell, many of the people involved in the new Visitors Bureau were here when this happened and can help the bureau avoid falling into the same pitfalls. “People have put a ton of work into this,” she said, “because we want to do it right.”

In the coming months, the new board will address the specific details of staffing and securing an office location. According to Mike Prom, “We recognize that transitions such as this one can create uncertain times for staff and those closely related to the organizations involved. We took on this merger for the benefit of all Cook County, our staff included, and we are committed to the goal of transitioning existing staff into new positions within the unified organization wherever possible.”

The board of directors representing each tourism association are: