Tim Ragsdale: Why didn’t city give CVB a chance to design changes?

The Modesto City Council dissolved the independently operated Convention and Visitors Bureau. The CVB was funded by a hotel tax paid by visitors. The CVB contract didn’t cover promotion of the costly Centre Plaza, Thurman field and golf courses. They aren’t doing as well as CVB-promoted entities. The city reasoned they would combine the marketing for these three under-performing venues with the CVB. City management would then run the marketing programs until a new consolidated plan is developed. The city is paying a consultant $43,971 to develop the plan.

The idea of combining marketing efforts appears reasonable. However, the implementation looks clumsy. Several people asked the city “why not extend the contract and work with the existing CVB?”

The city’s answers were not credible and hinted at a hidden agenda. The CVB board and staff are dedicated people with a vested interest in Modesto. Unlike the government, they can adapt to change with flexibility and spontaneity. Those are key elements for effective marketing. The city should have asked the CVB to develop a consolidated marketing plan a year ago. Since the city missed that opportunity, they should have extended the contract and given the challenge to the CVB.

This story was originally published July 20, 2015 at 7:08 PM with the headline "Tim Ragsdale: Why didn’t city give CVB a chance to design changes?."