Funding again a concern as eastern tourism district moves ahead
Newly reorganized, the Eastern Regional Tourism District has forged ties with operating partners and a New London marketing agency and is eager to put recent upheaval behind it.
But ahead lies uncertainty over the effect the COVID-19 pandemic could have on the state’s — and the district’s — budget.
“We don’t know how we’re going to be impacted,” Jim Bellano, chairman of the district’s board of directors, said this week. “We’re moving ahead expecting to receive the $400,000 that’s in the state budget. It’s too soon to tell otherwise.”
Bellano, Windham’s economic development director, chaired an executive committee that led the district through a transition in which it dealt with a breach-of-contract complaint brought by the state tourism office. He was elevated to the permanent chairman’s post during the district’s annual meeting last week.
Other members of the executive committee also were elevated, including Tracey Hanson, Voluntown’s first selectwoman, who was elected vice chairwoman; Bruce MacDonald of New London, who was elected secretary; and Jill St. Clair Fritzsche of Canterbury, Killingly’s economic development director, who was elected treasurer. St. Clair Fritzsche had been vice president of the Norwich Community Development Corp. before taking the Killingly job last month.
"Jim Bellano and the new board members have done a remarkable job turning that district completely around,” Randy Fiveash, the state tourism director, said this week.
One of three regional tourism districts in the state, the eastern district includes 41 towns, including all of those in New London and Windham counties and five towns in Tolland County. The other districts cover the central and western parts of the state.
Bellano said the district has resolved the breach-of-contract complaint, which stemmed from the district’s spending in fiscal 2019. The district then received $400,000 in fiscal 2020, which ends June 30, and expects to receive $400,000 in fiscal 2021.
The district received no state funding in fiscal 2017 or fiscal 2018.
“We’ve reorganized,” Bellano said. “One of the most important things we’ve done is increase representation from the towns in the district. All but four or five towns have made appointments. We want to make sure we have broad representation.”
The district has long marketed the region under the “Mystic Country” banner, and, in the view of some, has had a southeastern Connecticut-centric approach that has slighted northeastern tourist attractions.
Bellano said the district would market “subregions” encompassing the northeast; central, including the Windham-Norwich area; and southeastern portions of the district.
The district has reached an agreement with Quinn & Hary Marketing of New London for marketing and communication services. The agreement calls for the agency to develop a marketing strategy and plan and execute a digital marketing campaign. The agency also will develop a public relations strategy to support the marketing campaign.
Separately, the district has entered into an operating agreement with the Chamber of Commerce of Eastern Connecticut and the Greater Mystic Chamber of Commerce, which will provide administrative and clerical support.
Among other things, the Chamber of Commerce of Eastern Connecticut will provide the district with space and equipment at its offices in Waterford, while the Greater Mystic chamber will gather and compile information for a visitor’s guide, district brochures and social media. The operating agreement calls for the district to pay the chambers a combined total of about $5,800 a month.
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