Family-friendly Branson weathers tourism slump

BRANSON, Mo. — "Stick to what you know" could be the motto for Branson this year as the Ozark resort town focuses on its wholesome country, pop music and family entertainment roots, plus recent upgrades in shopping and hotels, to ride out the national economic downturn.

Branson tourism leaders are hopeful they can continue a track record of outperforming the national industry, projecting between 2 and 3 percent more visitors than last year's 8.4 million. That would be just at or above the Travel Industry Association's forecast of 2 percent growth in leisure travel nationally.

"We are promoting our values and our value," Dan Lennon, vice president of the Branson Lakes Area Chamber of Commerce, said. "We want people to think about Branson as great place to bring families together."

Branson officials say costs for tourists there are below national averages. The average daily hotel rate is $75.90, compared with a national tab of $103, according to industry research group Smith Travel. The average show ticket in Branson is $29, while Las Vegas shows currently average $130 to $150 per ticket.

During the 2001 recession, Branson saw a 1.4 percent decline in tourists, but it rebounded in 2002 with 3.5 percent growth as people stayed closer to home following the Sept. 11 attacks. In the past two years, Branson's numbers grew 14 percent, while the national figure was 3 percent.

Tourism expert Steve Morse says Branson stands a good chance of meeting its growth goals this year because many Americans will pick destinations they can drive to rather than fly. With jet fuel even more expensive than gas, airlines have raised fares and cut back on capacity.

"The drive-to destinations will do better than the fly-to ones like Orlando," said Morse, an economist and director of the Tourism Institute at the University of Tennessee.

The two biggest new attractions in Branson this year fit the template of wholesome family fun.

One is a huge new theater with a wraparound stage the size of five basketball courts that opened May 24 for the debut of "Noah — The Musical," based on the biblical story. The $65 million, 2,085-seat Branson theater is the first new location for Sight & Sound Theaters, based in Lancaster County, Pa., which bills itself as "the Christian Broadway."

The family owned theater company specializes in bringing Gospel epics to the stage with massive sets, glossy production values, dozens of actors and, in the case of Noah, 100 live animals and 200 animatronic animals.

Another major newcomer is the $2 million Roaring Falls water ride, which drops visitors five stories. It's part of an expansion at Celebration City theme park.

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