0

PhD PROPOSAL FOR A STUDY:

UNIVERSITY OF DERBY, UNITED

KINGDOM

TOURISM AND ECONOMIC GROWTH

IN DENVER COLORADO

Brian M Touray MSc. Griffith University July 8, 2001

Introduction

In 2000, a panel of economic development specialists

included Denver, Colorado in its Top 10 List of the

"supercities of the future". The potential for future

development of the Denver International Airport, and around

the airport, were primary reasons for Denver making the list

("Denver ranks as supercity", 2000). International travel,

tourism and trade around and through the airport are good

indicators of current and potential growth in the

metropolitan and surrounding Denver area. According to 1999

studies released by the Denver Metro Convention & Visitors

Bureau in the first quarter of 2000, consumer spending by

tourists in Denver had risen by 12.4 percent, and visits to

area attractions were up 6.5 percent within the city ("A

good year for tourism", 2000).

Statement of Problem

Bad publicity in the early 1990s surrounding the anti-

gay rights Amendment Two decreased visitors into the city

nearly overnight. The demise of the Colorado Tourism Board

around that time, and the state sales tax that funded it,

were also considered contributing factors for low tourist

visits to Denver. By 1995 Denver's image as a tourist spot

was improving and it was hoped Denver had bounced back from

its reputation. However, fewer tourists were visiting the

Mile High City. Regardless of a 65-percent increase in the

number of people who felt Denver was an exciting tourism

destination, 16 percent fewer tourists visited Denver in

1994 than in 1992 ("Denver tourism rebounds", 1995).

The argument of this paper will be that with effort,

demographic research and reorganization and an expanded

scope for transformation, tourism not only returns to the

Denver area, but also will stabilize and increase the city's

future economic growth potential.

Literature Review: Economic Impact of Tourism

One of the primary issues helping to reinvent and

transform Denver as a tourist center has been cultural

diversity and wooing international tourist attention. A new

level of resort hospitality style emerged with the

internationally celebrated Scranton Denver. Scranton Denver

offers international comforts and excellent amenities, which

include suites, a fitness center, swimming pool, restaurants

and an 18-hole PGA championship golf course. Shoptalk is

spoken in several languages ("Tourism and recreation",

1993).

By 1997, Denver hosted a 10-state regional public-

private promotional forum aimed at creating cohesiveness

between the travel industry and cultural facilities. This

was a nationally held forum because of the 1995 White House

Conference on Travel and Tourism, which generated Partners

in Tourism, a coalition of 12 public and private

organizations headed by the museum association. Hosting and

participating with other states on various tourism issues,

such as the unique tax in the Denver area which benefits

cultural facilities, educational programs, exhibits and free

admissions, demonstrated the importance of collaboration and

establishing partnerships with other museums, festivals and

wildlife refuges (Smith, "Cultural sites…", 1997).

The economic impact of tourism development may not seem

significant, unless viewed from an overall community

economic perspective. During the course of Denver's major

transformation of its tourism industry, travelers divided

into two types: 1) general tourism and 2) cultural tourism.

Cultural tourism is, in fact, a part of general tourism,

which can be difficult to assess since many visitors

participate in cultural events during their primary travel,

whether for business or for pleasure. Some of the employment

and economic development related potential benefits of

cultural tourism include increased income from tourism

expenditures, increased resources to protect and conserve

natural and cultural heritage resources, new employment

opportunities, increased tax base, improved infrastructure,

and increased producing potential of local people, better

environment because of civic pride. Potential disadvantages

of cultural tourism are lower paying and seasonal

employment, increased taxes; development may lead to

increased costs, unplanned traffic congestion and pollution,

which can lower attractiveness of a community or region for

investors (Walter, 2001).

By the late 1990s, tourism in Colorado had become one

of its largest industries, employing more than 100,000

individuals. Tourism growth in Denver and the surrounding

area set a record in 1999 for the third straight year. The

Denver Metro Convention & Visitors Bureau recorded annual

increases in every category it tracked: attraction

attendance, passenger boarding is at Denver International

Airport, gambling and other consumer spending. In metro

Denver, tourism generates $2.1 billion in spending every

year and employs 29,000 (Hubler, 2000).

In the last months of 2000, Denver's economy was

considered "rock solid" despite signs of softening in the US

economy. For the majority, the city's low unemployment rate,

increasing wages, low vacancy rates and strong job growth

could shelter the city, if there is a national, or local,

economic downturn (Svaldi, 2000). This study will recommend

ways for tourism to contribute to this trend.

Organization of the Study

The study will be organized in five chapters:

Introduction (Statement of Problem), Review of the

Literature, Methodology, Findings, and Conclusions and

Recommendations.

TENTATIVE BIBLIOGRAPHY

"A good year for tourism." The Denver Business Journal. Online. WWW. 31 March 2000. URL: [http://denver.bcentral.com/denver/stories/2000/03/27/daily14/html]. "Denver groups lead promo effort." Hotel & Motel Management. July 25, 1992, Vol. 209, I. 13, p 42. "Denver ranks as supercity." The Denver Business Journal. March 27, 2000. "Denver tourism rebounds." Marketing News." June 5, 1995, Vol. 29, I. 12, p. 1. Hubler, Eric. "We've got something people want." Denver Post. March 31, 2000. Jamieson, Walter. "THE USE OF INDICATORS IN MONITORING: The Economic Impact of Cultural Tourism Initiatives." Online. WWW. 27 January 2001. URL: [http://cormier.icomos.org/ canada/bulletin/vol4_no3_jamieson_e.html]. Smith, Brad. "Cultural sites wooing global tourist dollars." The Denver Business Journal. February 28, 1997. Smith, Brad. "Event in Denver key to growth plan." The Denver Business Journal. February 28, 1997. Svaldi, Aldo. Denver Post.com. Online. WWW. 19 December 2000. URL: [http://www.denverpost.com/news/biz1219a.htm]. "Tourism and recreation." Colorado Business. August 1993, vol 20, I. 8, p. 30. Brian M Touray MSc. Tourism Management Griffith University