Tourists and conventions bring dollars to Denver

Material Information

Tourists and conventions bring dollars to Denver
Portion of title:
Bring dollars to Denver
Denver Convention and Visitors Bureau
Place of Publication:
Denver, Colo
Denver Convention and Visitors Bureau
Publication Date:
Physical Description:
1 volume (unpaged) : illustrations ; 25 cm


Subjects / Keywords:
Tourism -- Colorado -- Denver ( lcsh )
Tourism ( fast )
Colorado -- Denver ( fast )
non-fiction ( marcgt )


General Note:
Cover title.

Record Information

Holding Location:
Auraria Library
Rights Management:
All applicable rights reserved by the source institution and holding location.
Resource Identifier:
613204014 ( OCLC )
G155.U6 T68 1948 ( lcc )

Full Text
Tourists and

More or Less

Denvers Share of 15 Billions
/Xmerican tourists and convention delegates will spend 15 bil-
lion dollars this year.
How much of this huge sum will be spent in the Denver
Fifty million dollars, more or less. It could be considerably
more. It might just as easily be a great deal less.
Recreation and tourist centers throughout America and abroad
realize that the tourist business is big business.
They are spending millions of dollars to win a share of the
tourist trade.
Florida is spending half a million. Individual Florida cities
are spending additional hundreds of thousands. The budget of
the All-Year Club of Southern California comes to $385,000.
Here in our region, New Mexico has increased its $100,000 bud-
get to $150,000. Bermuda, Hawaii and the Canadian provinces
are spending huge sums to cash in on the American tourist. For
the first time, areas that have never been considered vacation or
convention centers are battling for a share of this highly profit-
able business.

The Tourist or Convention Visitor Provides
Community Expenditure* to Attract Tourist*
Total Budget
All-year Club, So. California.,---$385,000
Miami, Fla........................
San Francisco, Calif_______________ 363,000
New Orleans, La____________________ 125,000
San Diego, Cal______________________ 95,000
Las Vegas, Nev_____________________ 150,000
Oakland, Cal....................... 116,500
Phoenix, Ariz....................... 70,000
DENVER (proposed, 1948)____________ 110,000
Son Jose, Cal_______________________ 65,113
Salt Lake City, Utah______________
Dallas, Texas ______________________ 50,000
Advertising and Publicity
Denver, with its incomparable convention and tourist attrac-
tions can stand by passively while less favored regions drain away
its tourist business, or it can wage an aggressive campaign to meet this
competition and win an increasing share of the tourist and convention
Winning this business will not be as easy as in recent years.
Competition is keener, foreign travel will attract more Americans,
automobile travel may be limited by higher gasoline prices and
increased gas taxes.
"On behalf of the people of Denver, I wish to express my
appreciation to the Denver Convention and Visitors Bureau
for outstanding work done in stimulating and encouraging
the tourist industry in the City of Denver. This organization
has provided an essential public service. It deserves the
support of all who understand the importance of the tourist
industry."Quigg Newton, Mayor of the City of Denver.

Every Dollar Taken in by The Average Resort Hotel
or Dude Ranch
Expenditures by States or Statewide Organizations
Territories, Provinces
Florida ..................$500,000
Oregon .................. 249,500
Bermuda ................. 200,000
Hawaii ................... 175,000
New Mexico............... 150,000
Washington ............... 145,000
Pennsylvania ............ 144,110
Mississippi .............. 130,000
British Columbia ......... 108,000
South Dakota ............. 100,000
Maine ..................... 91,500
New Hampshire ............. 75,000
Missouri .................. 75,000
Tennessee ................. 75,000
Indiana .................. 74,150
Wisconsin ................. 70,000
North Carolina ............ 68,000
Minnesota ................. 65,000
Vermont.................... 65,000
Idaho ..................... 50,000
mong the favorable factors are the current all-time high
levels of corporation profits and of wages. Americans will have
plenty of money to spend on vacations, and more time in which
to spend it. Thirty million wage earners will enjoy paid vacations
this yearfar more than before the war. Nearly 12 million mem-
bers of organized labor now benefit from vacation clauses in their
contracts. Five million federal, state, county and municipal em-
ployees enjoy paid vacations.
The business is there, for the progressive, enterprising commun-
ity that conducts an energetic, aggressive campaign to get it.
"Amazing industrial and residential growth of Denver reflects
much credit upon the Denver Convention and Visitors Bu-
reau, which secures national publicity for our great region.
Manufacturers definitely prosper through visits from people
all over the world. Visitors buy while here and later aid in
publicizing Denver . and from them we get many new
ideas."E. L. Michael, Pres., Colorado Bit and Spur Co.

The Tourist or Convention Visitor Provides
conducted in 1947 showed
Less than $200.............................. 9.4
$200 to $499................................35.2
$500 to $999................................27.5
$1,000 to $2,499............................21.8
$2,500 to $4,999............................ 4.8
More than $5,000............................ 1.3
One person.................................,36.8
Two persons.................................36.1
Three persons ------------------------------ 8.0
Four persons ............................... 5.2
To make certain that this community takes fullest advantage
of its opportunity to win the maximum amount of tourist and con-
vention business, the Denver Convention and Visitors Bureau is
sponsoring a program calling for the expenditure of $110,000 in
1948. This compares with $150,000 spent in 1927, when Denver
was only two-thirds its present size, and when the benefits to be
gained fell far short of today's.
The $110,000 budget compares with San Francisco's $363,-
000, Las Vegas' $150,000 and Oakland's $116,500.
Of the total budget, the Bureau expects to spend $58,500
for advertising. This compares with $170,000 to be spent for ad-
vertising by Miami, $85,000 by San Diego, $75,000 by St. Peters-
burg, Fla., $60,000 by Phoenix, Ariz., and $45,000 by Salt Lake
.vi "The motor court industry is obviously one of the first to be
affected by new dollars brought into the Denver area and
we can see how quickly these new dollars get scattered into
every nook and corner of the city. Other states are fighting
for this business and so we recommend an investment in
bringing more tourists and visitors to Denver."G. O. Rogers,
Trav-O-Tel, president, American Motor Hotel Assn. ~~

Seven out of Every Ten Dollars Normally Taken in
q by The Average Motor Court
conducted in 1947 showed
Less than one week....................... 5.8
One to two weeks...........................33.4
Two to three weeks.........................22.6
Three weeks to one month..................18.4
One to two months.......................... 7.3
Two to three months...................... 7.1
Of those questioned, 6.8% planned vacations in the Rocky Mountain
States. Colorado was the goal of 31.3% of those planning to visit the
Mountain states.
The 1948 expenditure represents the irreducible minimum
which must be spent if the Denver area is to meet the competition
of other tourist and convention centers, and hold its own in this
highly profitable field. Advertising and printing costs have gone
up. This year it will cost more to attain the results achieved in
the past.
ealizing that it is not good business practice to permit this
business to become concentrated in the two summer months, July
and August, the Bureau proposes substantial expansion of its ad-
vertising of the Denver area as a year-round vacationland. While
continuing its exploitation of summer travel, it expects to increase
materially its promotion of Spring and Fall vacations, and of the
attractions of Colorado as the nation's foremost Winter Sports
"Visitors bring millions of new dollars to Denver and Colo-
rado every year. Everyone gets some of these dollars in
increased business and employment. In Denver, the Denver
Convention and Visitors Bureau has the job of bringing more
visitors to us through national advertising and expert conven-
tion and tourist promotion. More visitors make more busi-
ness."Robert S. Mcllvaine, Rainbo Bread Company, presi-
dent Denver Chamber of Commerce.

The Tourist or Convention Visitor Provides
C. PAUL HARRINGTON, Merchandise Warehousing................President
AKSEL NIELSEN, Title Guaranty Co....................1st Vice President
EDWARD C. YOURELL, Daniels & Fisher Stores Co.......2d Vice President
). NEVIN CARSON, Carson Crockery Co........................Secretary
L. R. KENDRICK, Kendrick-Bellamy Stationery Co.............Treasurer
CARL LITZENBERGER, H. H. Tammen Co..........Immediate Past President
CLARENCE N. HOCKOM........................Executive Secretary-Manoger
The program calls for a campaign to carry Denvers message to
twice as many magazine readers as last year. It provides for extensive
advertising in periodicals such as The Saturday Evening Post,
Holiday, National Geographic, American, Cosmopolitan, New
Yorker, Successful Farming, and in four leading winter sports
The program calls for advertising in forty-three leading daily
newspapers, reaching approximately three times as many readers as
were reached in 1947.
It provides for the printing and distribution of 531,000 booklets,
folders and windshield stickers.
"Did you ever think of the intanaible return supplied by
the Denver Convention and Visitors Bureau? When we show'
the visitor our marvels, we get the kind of thrill that comes
from showing the newest model of our favorite car. or a
well-chosen, expensive necktie . the sort of satisfaction
acquired when a visitor admires our children. It's good for
us."Grant Fitzell, president, Ideal Laundry Company.

Four out of Every Ten Dollars Taken in by Taxis,
Buses, Garages and Filling Stations
G. O. ROGERS.......
............... Brown Palace Hotel
...Mountain States Tel. & Tel. Co.
.......Central Bank and Trust Co.
.....................Hertz System
..................United Air Lines
........Golden Lantern Restaurant
..........Campbell-Sell Baking Co.
.Colorado Motor Courts Association
.............Van Schaack and Co.
QUIGG NEWTON, Mayor of Denver
n an expanded scale, the Bureau's Publicity Department
will continue to provide national magazines and a large number
of newspapers with news and feature stories and scenic photo-
graphs. Similar material will be provided for trade, education,
scientific and fraternal publications.
The value of this material in winning favorable publicity for
Denver as a convention and recreation center is immeasurable.
Last year articles exploiting the vacation advantages of this area
appeared in Look, Pic, Sports Afield and many other national
magazines, and in scores of newspapers. Cooperation with metro-
politan dailies maintaining travel and vacation departments,
opens the way for publicity stories and photographs read in mil-
lions of homes, from coast to coast, at a time when vacations are
being planned.
"Money spent by the tourist and convention visitor is new
capital, brought into the community, that has the greatest
effect as to what extent that community prospers. Anyone
who would take the trouble to analyze where and HOW that
new money came to this community would undoubtedly find
that it came here because, first, some individuals came to
Denver as visitors or tourists."Aksel Nielsen, executive vice
president, Title Guaranty Company.

The Tourist or Convention Visitor Provides
L. H. KITTELL......
JOHN OTT...........
.............American Legion
.......Chamber of Commerce
.Colorado Manufacturers' Ass'n
.......Denver Board of Realtors
.......Denver Laundry Owners
...Denver Passenger Association
...Denver Restaurant Owners
...Disabled American Veterans
...East Denver Board of Trade
...Junior Chamber of Commerce
.......Presidents' Round Table
...Retail Merchants Association
...South Denver Civic Association
........Veterans of Foreign Wars
The Bureau's program calls for the expenditure of $8,000
for convention activities. This year, as a result of the Bureau's
activities, Denver will be host to several hundred conventions.
Attendance at these conventions should exceed the 64,500
attendance record of 1947. Total expenditures by delegates should
be considerably more than the $3,918215 spent last year.
onvention delegates will rent hotel rooms, buy mea\s, cloth-
ing, gasoline, oil, theater tickets, automobile accessories and re-
pairs, flowers, candy, beverages, cigars and cigarettes. They will
patronize taxicabs,-buses, railroads, air lines, garages, street cars
and other lines of business. Merchants, manufacturers, 'whole-
salers, dairymen, utilitiesall will receive their share.
"Many years of experience have proven that the tourisb
trade is Colorado's biggest and most profitable industry. If
properly encouraged and efficiently managed it can be in-
creased yearly. 1 enthusiastically urge full cooperation with
the Denver Convention and Visitors Bureau. It does the \ob."
Henry Schwalbe, Argonaut Hotel, president, Denver City
Hotel Association,

Five out
of Every Ten Dollars Taken in by The
Average Denver Hotel
ROE EMERY.......
.Rocky Mountain Motor Co.
.......Fox-Denver Theatres
.........Public Service Co.
.....Denver Dry Goods Co.
........Shirley-Savoy Hotel
.............Former Moyor
Through articles in newspapers and in trade, professional
and association periodicals, these conventions help advertise the
Denver area throughout the United States.
The convention visitor himself is a potent advertising force,
publicizing Denver's attractions by word of mouth.
With your support the Bureau will provide conventions up to
the limit of Denver's accommodations for years to come. It is,
however, necessary to "sell" our convention attractions to organi-
zations and associations throughout the country, and to provide
service for the delegates before and during the meeting.
"It is our belief that yeor-'round use of Denver os a tourist
and convention center is one of the principal sources of this
city's business activity. We recognize that the Denver Con-
vention and Visitors Bureau is the most important organiza-
tion to which we can give our support, since through adver-
tising and other media, it brings millions of dollars a year i-
to this area."Thomas B. Knowles, executive vice-president,
Van Schaack & Company.

The Tourist or Convention Visitor Provides
The Bureau's expanded 1948 program calls for advertising that will
reach 54,241,359 newspaper readersthree times as many as were reached
last year.
Magozine advertising will reach 43,412,426 magazine readerstwice
as many as were reached last year.
Booklets, folders and windshield stickers to be printed will total
By advertising the Denver area as a year-round vacationland the
Bureau is spreading the tourist business over a greater number of months.
During pre-war years state gas tax revenues exceeded the million-dollar
mark only in July and August, but last year they exceeded this figure
every month from April to October, inclusive.
The Bureau handles advance hotel reservations, furnishes
personnel and equipment for registration, provides photographs
and other publicity material, and renders other services designed
to promote attendance and to insure the success of each meeting.
The 1948 cost of servicing convention visitors and tourists
will come to $43,500.
T his servicing includes the finding of hotel and housing ac-
commodations for visitors, maintenance of an information bureau,
over-the-counter and mail distribution of booklets and fo\ders,
working with tour companies to assure accommodations for their
patrons, caring for school groups, and participation in \oca\ ac-
tivities which promote the tourist and convention business.
"I have always looked upon the Denver Convention and
Visitors Bureau as an absolute necessity so far as Denver is,
concerned and believe that the burden of supporting this
Bureau should be shared by allbecause everyone benefits.
The Bureau has consistently done a fine \ob through the
years and will continue to do so. Let us all support them."
John Ott, Navarre Cafe, Pres., Denver Restaurant Owners

$2.50 out of Every Ten Dollars Taken in by The
^' Average Denver Eating Establishment
This yeor the attendance ot Denver conventions is expected to
exceed the 64,500 total for 1947. Average daily expenditures of con-
vention delegates should exceed lost year's daily average of $10,735.
Already conventions up to the limit of Denver's accommodations have
been booked for 1948. Every effort is made to schedule conventions during
the Spring, Fall and Winter months, to leave the summer months free
for the accommodation of vacation seekers.
The Bureau's 1948 budget calls for $8,000 to attract and service
Denver conventions.
Between June 11 and Sept. 28, 1947, the Bureau found ac-
commodations for 16,853 visitors. During Stock Show Week in
1948 the Bureau housed 2,726 persons.
What is your share of the tourist dollar?
Of the 50-miilion-dollar annual tourist and convention ex-
penditure in Denver, one-fifth, or 10 million dollars, goes for food.
The State Revenue Department reports that 1947 gross sales of
Denver restaurants, taverns and other eating establishments to-
talled $39,619,706. Since the 10-million-dollar tourist expendi-
ture for food is almost exactly one-fourth of this total, it is ap-
parent that $2.50 out of every $10 taken in by Denver eating
establishments comes from tourists or convention delegates.
"Industries which are dependent largely upon local dollars
for development, have a definite responsibility to support
community expansion projects which attract revenue from
outside sources. Certainly, anything that aids in attracting
vacation dollars to Colorado merits the fullest possible sup-
port of all who have a share in the benefits."Barry M.
Sullivan, vice-president, Morey Mercantile Company.

The Tourist or Convention Visitor Provides
Since 1946 the Bureau has engaged in an oggressive campaign to
advertise winter sports in the Denver area.
During the 1947-48 winter sports season nine Denver advertise-
ments are appearing in Ski illustrated. Ski News, Western Skiing and the
American Ski Annual.
The 1948-49 winter sports advertising programs calls for the use of
approximately twice os much advertising space in these publications.
It provides for the distribution of 35,000 Winter Sports folders listing
accommodations at all Colorado ski areas.
The Bureau expects to develop its promotion of winter sports on
the same basis as its exploitation of summer vacations.
Examples of the extent to which other lines of business share
the tourist dollar, as illustrated on the pages of this booklet, are
estimates based on a national survey showing the proportionate
expenditures made by tourists.
The tourist dollar is new money for Denver, earned elsewhere
but spent here. Tourists and convention delegates are free spend-
ers. They don't wait for bargain sales. Their business builds sales
volume without increasing the merchant's rent or taxes. It helps
pay sales tax, gasoline tax and liquor tax. For many lines of busi-
ness, the tourist dollar marks the difference between prosperity
and "just getting by."
Money spent by tourists and convention visitors goes into
payrolls, utilities, banks, legal and medical services, insurance,
cleaning, rent and taxes.
"Colorado's mountains are unsurpassed for fall and winter-
time vacations. We must extend our tourist season beyond
the three summer months to include fall fishing and hunting
and must make our winter resorts equal to those of Canada
and Europe in luxury and pleasurable facilities. Our sun-
bathed ski slopes are the goal of the winter-loving world."
L. R. (Jack) Kendrick, the Kendrick-Bellomy Co., president,
Colorado Winter Sports Council.

Nearly Three out of Every Ten Dollars Taken in
by The Average Denver Retail Store
Fifty million dollars spent by visitors will yield almost $1,000,000 in
Colorado state sales taxes, and a portion of the Denver retail sales tax
Non-resident fishing and hunting licenses brought $408,272.50 to
the state last year.
Gasoline taxes paid by out-of-stote visitors provide a substantial
addition to our highway funds.
Tourists ond convention delegates pay o sizable proportion of our
liquor taxes, most of which are used for old-age pensions.
But tor the taxes paid by these visitors, most of our own toxes would
be considerably higher.
Tourist monkey taken in by vacation resorts is used largely
for the purchase of supplies from Denver manufacturers and
wholesalers. Every type of business, every professional group, every
labor group profits, directly or indirectly, from the tourist and conven-
tion business.
uch of the tourist business is "repeat business," for many
families, first attracted to the Denver area by a Bureau vacation
advertisement, return year after year.
In its earliest days Denver's population growth was due
largely to gold-seekers, and later to health-seekers. During World
War II many soldiers stationed here remained, or returned to be-
come permanent residents.
"We have always found it wise to invest in the work of the
Denver Convention and Visitors Bureau, because no organ-
ization I know of is more successful in bringing millions of
dollars in new money from other parts of the country, which
we otherwise would not get a chance at. All business enjoys
this money ... it is found in the individual payroll en-
velope."J. Nevin Carson, president, Carson Crockery Co.

The Tourist or Convention Visitor Provides
A recent survey shows that 60% of new Denver residents moved
here as a result of spending a vacation in Colorado. Six per cent moved
here as a result of attending conventions.
A surprising amount of tourist business is "repeat" business, derived
from visitors who return year after year.
Many visitors become permanent residents ond permanent customers
of Denver merchants.
Today the tourist business promises the greatest source of new
population and of new and permanent customers for Denver business
Dollars spent in attracting tourists are dollars invested in the future
growth of Denver.
Denver no longer can depend upon these sources of new
population. Today the tourist and convention business promises
the greatest source of new and permanent residents, and new and
permanent customers for Denver merchants. Dollars spent in at-
tracting visitors are dollars invested in the future growth of your busi-
ness or profession.
he Convention and Visitors Bureau is the only organization
carrying on the promotion of convention and tourist travel to Denver
and its nearby recreation area. It has been performing these services
for thirty-four years.
"No single agency does more to bring visitors to Denver for
vocations and conventions, and to make them happy while
here, than the Denver Convention and Visitors Bureau. Ben-
efits of its activities are felt by everyone in the community
in increased business, and in incalcuable good will for
Denver throughout the nation."Frank H. Ricketson, Jr.,
president, Fox Inter-Mountain Amusement Corporation.

-Three out of Every Ten Dollars Taken in by The
Average Theater or Amusement Park
The overage business spends approximately 2Vi% of its gross sales
for advertising.
The Convention and Visitors Bureau expects to spend $110,000 to
get 50 million dollars worth of business for the Denver area. The
amount spent will be approximately 1/5 of 1% of the gross volume of
tourist and convention business.
Can any type of business cite such on immense return for such a
small advertising expenditure?
A dollar invested in the Bureau's progrom will yield for greater
returns than any other advertising expenditure. It is a deductible income
tax item.
The Bureau is the only organization having direct contact
with visitors as they come to Denver. It is the only organization
charged with doing this work. It in no way duplicates the work of
any other agency.
A non-profit community organization, it makes no charge
for its services. Funds to carry on its work are provided by forward-
looking business and professional residents of Denver and the
nearby recreation areas.
Your investment in the 1948 financing program of the Conven-
tion and Visitors Bureau is a deductible income tax item, since it is for
the purpose of creating business.
"As a native son, it is difficult for me to think of any organ-
ization that is more deserving of the best support of Denver-
ites than is our Denver Convention and Visitors Bureau, whose
work is to let others, throughout the country, know of the
advantages of coming to Denver and seeing to it that they
are properly taken care of while here. It's our most profitable
'industry.' "John E. Gorsuch, attorney.

aced with increased competition on the part of other tourist
and convention centers, Denver must wage an aggressive and
expanded campaign to retain and increase its share of the highly
profitable tourist business.
Will our share be more than last year's 50 million dollars
or less?
The answer lies in Denvers willingness to invest in the Conven-
tion and Visitors Bureaus 1948 financing program.
You will be contacted in the near future regarding your in-
vestment in the program.
Chairman, \
Denver Coi
Financing Program,
rttion and Visitors Bureau
The membership of The Denver Convention and Visitors Bureau is composed of indi-
viduals, firms, or corporations that subscribe $25 or more annually. Subscribers of less than
$25 are entitled to all services rendered by the Bureau, with the exception of the privilege
of voting.

Moreor Less?

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