LET'S CLEAR THE AIR ABOUT TOURISM

It is my understanding that in certain quarters it is not completely
understood why merchants in Mariposa and your Tourism Director are
giving positive interviews about the economic struggle in Mariposa
County.
There is no question that the difficulties posed by the temporary
bridges on Hwy 140 are costing business in the town of Mariposa, but
the town of Mariposa and Hwy 140 is not the only route to Yosemite
National Park through Mariposa County. There is also no question
that Mariposa County Government is doing quite well as the result of
the increase in Bed Tax this last nine months. The point is that we
are fortunate that we are having a favorable result from an
aggressive marketing program, and if we were to continue such a
program with no problems along Hwy 140, how much better would it be.
It is my single purpose to strengthen the economy in Mariposa with
little or no impact on growth, that dirty word in some quarters.
Some growth will occur no doubt, but let it be in the area of job
creation, strong businesses and a county that can meet it's
predetermined obligations.

Even before the slide on Hwy 140, and for a number of years, the
entrance counts into Yosemite National Park placed Hwy 140 in third
position. In fact, Tioga Pass entrance open only for approximately
seven month, often exceeded Hwy 140 during those periods. We have
known about this for some time and frankly, no attempt was made to either
analyze the reason or make an effort to improve the use of Hwy 140,
the all season, all weather, low level route to Yosemite Valley. It
certainly is easier, and for some more fun, to just complain about
our terrible situation than do anything about it.

Prior to the Ferguson Slide, the Mariposa County Tourism Bureau,
under the direction of the Mariposa County Board of Supervisors, appointed an industry committee that began the process that has contributed to our recent success. They caused, for the first time, a marketing survey to be undertaken by Hotel Marketing Association. That survey was delivered to me when I first assumed the job of Interim Tourism Director. The comment when I was presented the survey results was, could I understand it. Yes I could.
This marketing survey told us exactly where to spend our limited
resources in an attempt to off-set the obvious economic results of
Hwy 140 being closed for four and one-half months. By the time the
marketing program could be designed and executed, Hwy 140 was again
open for all except vehicles exceeding 28ft. This limitation proved
a handicap for the town of Mariposa and the merchants along Hwy 140,
but not those merchants in Mariposa County on Hwy 120, Hwy 41, Hwy
132 and Yosemite National Park itself. To the outside world, from
the Hwy 140 perspective, Yosemite was closed. But not so.

Businesses designed to serve the Tour Bus business along Hwy 140 were
hurt by the closure and/or the 28ft limit. But a number of things
happened. The kind of things that Government fails to recognize.
Good businesses wishing to survive adjusted. They attempted to
attract more local business. They worked harder and longer hours.
They became more competitive in service, price and appearance. On
Hwy 140 they were assisted by TIE (Transportation Involves Everyone) in accessing publicity designed to show that the "body was still warm." They developed and promoted events and found new ways to sell their message. The motels on Hwy 140 above the slide still did well when guests with reservations reached these locations by another route. The Visitor's Center in
Mariposa paid a major role in keeping our visitors informed. Some of
the Tour Bus operators took other routes, which meant that they did
not stop in Mariposa, but at least were accessing some businesses in
Mariposa County. As a result, most businesses in the county did well
enough to continue. We also learned where and how to market Mariposa
County.
 
We learned something else.
We learned that Mariposa County has an excellent opportunity to
improve its economic picture by further expanding the tourism
industry and shown the effective marketing tools to further our
goals. For my 45 active years in Mariposa, we have always commented
on: "wouldn't it be nice if we could expand the tourist season during
the fall and early spring." Mostly talk and little action. We know
clearly that in order to accomplish this, more resources will have to
be invested in intelligent marketing.
Mariposa County Government invests $510,000 in a contract with the
now private Tourism Bureau and this seems to be the maximum available
considering all the demands on revenue. The Lodging industry has
decided to assess itself for the additional funds over and above the
Bed Tax in order to move ahead with a broader marking program. In
order to accomplish this goal, the lodging industry is forming a
special district which has the legal power to assess this industry a
fee which will be used to add to the contribution of Mariposa County.
The net result will be a tripling of effort, marketing in more
markets and by expanding the shoulder seasons of Sept. 15 through the
end of the year, and from April through May 15, significantly
increasing both business and enhanced county revenue from the Bed
Tax.

There are some who are opposed to increasing tourism, in exchange
for no economic development or attempting to make Mariposa County a
destination without Yosemite. Knowing the value of these goals and
the investment needed to accomplish significant economic development
as a result of any marketing effort and/or investment in
infrastructure, there is no question that marketing tourism will
result in the greatest and most rapid success. Other identified
economic goals can be developed and implemented as we go along but
first solidify our major industry.
Aside from the obvious benefits to private enterprise when business
expands, who else benefits. First of all employees will have more
work over a longer season. The tourism industry traditionally is
seasonal. Secondly there will be more job openings for all skill
levels. What about government? Ultimately if Mariposa County
continues participating in this program, about 5% of the TOT
collected will be reinvested. This means at 95% of the revenue will
be available to the Board of Supervisors to spend.
Spend on such things as fire services, employee compensation, roads,
etc. This means that if the county collects the expected $10 mil in
bed tax this fiscal year ending June 2008, that $9.5 million will
accrue to the General Fund. If the Tourism Industry develops as
proposed, within five or less years, Mariposa County Government will
have roughly $15 million in revenues to spend. That would be without
having to form special districts for various services such as Fire
Departments etc. This would all occur without Mariposa County
Government investing any more of the TOT revenue than it is today.
Makes a great deal of sense to me.

A study ordered by the National Park Service last year told us that
the presence of Yosemite National Park to the four counties
surrounding Yosemite National Park was worth $400,000,000 annually.
That includes all activities associated with a national park
including personnel. When one examines the value to Mariposa County
alone it is found that more than half of this value is shared by our
major industry. Those who would like to see some other activity
replace tourism in this regard are also those who would not like the
results of the effort to create another economy, even if it was
possible. The recent Economic Strategy identified a number of
potential avenues that we could advance on, but all of them would
require significant population and infrastructure increases. Less
than one-quarter of the land mass in Mariposa County is neither
appropriate nor available for such effort.
I am sure that there will be a steady growth in residential
development but it will continue to be on a non-speculative basis.
This is probably the most solid basis upon which to grow. Having to
create the demand before the customer arrives results in a situation
facing Merced today. Speculative developers moved into the area
expecting Merced to become a major center and now there are
bankruptcies and foreclosures resulting in Merced leading the nation
or at least the state. In spite of the fact that the state
population now exceeds 38 million, there has not been the job
creation and infrastructure development necessary to support extreme
expansion. We do not have to face these issues and a modest
investment by the county from revenues developed by its major
industry is a prudent use of the money. The return on investment is
and will continue to expand, providing the citizens of Mariposa
County benefits not now available.
I hope this gives some an understanding of the positive expectations
that we have expressed recently. No doubt there are segments of our
economy that need an early completion of the re-construction of Hwy
140.

But I learned a long time ago that a positive position was far better
than just sitting around saying "poor me." There are many merchants
along Hwy 140 who understand this and are working together to first,
compensate for the difficulties, and secondly looking forward to a
strong future. This is reflected in the comments by the Economic
Development Corp., the Park Service and the Yosemite-Mariposa County
Tourism Bureau in regards to the re-construction of Hwy 140. We know
from experience that long delays demonstrated with the projects
within the Wild and Scenic Corridor in Yosemite erode our ability to
solve problems and diverts badly needed resources. We do not wish to
interfere with that process but only ask CalTrans to plan for any
eventuality that would delay completion of the project by including
the possible installation of a by-pass bridge on the west end of the
project. This would allow the restoration of unlimited travel along
Hwy. 140 in a timely manner. We believe that a court would allow the
temporary bridge even if the final project is stopped by injunctions.
And, if no such stoppage occurs, then everything is fine. But be
prepared.
The process for the creation of the Business Improvement District
will start with a Notice of Intention before the Board of Supervisors
at 3:30PM on Jan. 22, 2008. Other meetings and a public hearing will
follow over the next month and a half. I am happy to discuss this
with anyone and am available at my office most of the time or am
willing to visit with groups interested in our economic well being.

Leroy Radanovich

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This is a early day photo of the Mariposa Mine in
Mariposa County that is mentioned in the article to
the left by Mr. Radanovich.

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Mariposa in 1920

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All prints are archivally printed on fiber based paper, given a selenium wash which renders the photographs permanent with a warm tone ready for framing
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Mariposa County Courthouse written by Leroy Radanovich and
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Mariposa in 1860

This photo and others can be purchased in various sizes.
All prints are archivally printed on fiber based paper, given a selenium wash which renders the photographs permanent with a warm tone ready for framing
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