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September 28, 2006

Regional tourism up for summer '06

By Micky Baca

Good weather may have trumped high gas - except at OSV

While the Central Mass. tourist industry overall is reporting the close of a banner summer season, the region’s premier attraction, Old Sturbridge Village, faced declining visitor numbers in its ongoing struggle to survive.

Paul Adams, OSV coordinator of public relations, says the 19th century living history village expected visitor numbers to be down over the summer with higher gas prices, and they were. But, he says, the attendance drop - on which he would not supply specifics – was not as bad as expected. Adams says the decline was in line with what was experienced by other living history museums.

"All in all, I think we came through relatively unscathed," he says.

Meanwhile, Donna McCabe, president of the Central Mass. Convention & Visitors Bureau, says the key bellwether for tourism - hotel room occupancy, rates and revenues - were up 5-6 percent in the region for June and July. That compares to a 3.4 percent increase in 2005.

Overall, McCabe says, tourist attractions were reporting increased revenues for the summer and CVB saw increased tourism activity. If the fall weather cooperates after the past three years of washouts, McCabe expects the fall festival and foliage season to be a positive one.

Doug Davis at Davis’ Farmland and Davis’ Mega Maze in Sterling credited good weather with a summer season that equaled the farm’s 2004 record-breaking season. Sales were up more than 30 percent over the summer of ‘05. Last year, Davis notes, business was hampered by a rainy spring and fall separated by a "blazing hot" summer. Though Davis Farmland cut back on expenses in preparation for a possible decline due to gas prices, Davis says they may have actually helped attendance a bit.

Southwick’s Wild Animal Farm in Mendon had a 10 percent increase in visitors over 2005 for a total of 200,000, according to Cindy Lavoie, one of the zoo’s directors. She says that is in line with the annual increase Southwick’s has achieved since 1996.

Summer visitors take a hayride at Davis∀ˆ™ Farmland in Sterling, which saw a 30 percent increase in sales this past summer.
Heading north, the visitor’s center operated by the Johnny Appleseed Trail Association in Lancaster saw a 5 percent increase in summer patrons, despite the fact that summer is its least busy season.

Beth White of the Mass. Office of Travel and Tourism also reported a banner tourist season statewide, with June and July occupancy rates up 3.2 percent compared to a flat national occupancy rate. For the calendar year through July, White reported, the state’s lodging industry generated a 14.2 percent increase in revenue, ahead of the national average of 8.8 percent.

OSV’s Adams cited competition from other day-trip attractions and home entertainment for the disappointing visitor numbers at the village. But, he says, OSV is stepping up its marketing effort to its 10,000 members, as well as nearby residents, to bolster attendance. It is also in the process of refurbishing its exhibits, funded by a $1-million state grant, and is the lead organization in a $300,000, state-funded marketing program for the Sturbridge area now being devised.

Micky Baca can be reached at mbaca@wbjournal.com

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