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Expanded convention center expected to win big crowds

Groups are already booked for 2004, when renovation should be complete; expected to bring in $16.2 million

February 1, 2003
By Neal Falgoust
Caller-Times


Construction workers have only recently started the expansion of the Bayfront Plaza Convention Center, but tourism officials already have booked enough meetings for the new center to outpace last year’s business.

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Marketers at the Corpus Christi Convention and Visitors Bureau have scheduled 20 groups for 31,740 nights in hotel rooms during 2004, when the renovation of the center should be complete. The bureau expects those groups to generate more than $16.2 million in business and tax revenue.

During 2002, the bureau booked 26 groups for 27,881 nights in hotels. Those 26 groups generated slightly more than $16 million. So before the completion of the center’s expansion, tourism officials have shown that the project will generate more money and attract a new segment of the convention market.

"Many of the groups we are going after have never been to Corpus Christi before," said Wayne Bennett, president and chief executive of the visitors bureau.

Paying for the renovation
City officials said the 2004 numbers are a reflection of a changing attitude toward tourism and a new emphasis targeted at larger conventions.

During the next two years, city officials will spend $25 million to expand and renovate the center. Conventions and visitors will pay for the renovation. The Legislature in 1999 passed a bill allowing Corpus Christi to levy an additional 2 percent hotel occupancy tax. The additional tax, which generates some $1.7 million annually, provides money for the maintenance, rehabilitation and expansion of the convention center.

Improvements to the building will include a new grand entrance, a new ballroom, additional break rooms and an upgrade of electronics throughout the center. Officials said the improvements will help the city to attract larger conferences and conventions and thereby boost hotel occupancy, restaurant business and attendance at recognized tourist attractions — including the Lexington Museum by the Bay, the Texas State Aquarium and, possibly, the minor league baseball stadium planned for Corpus Christi.

Attraction will benefit
Increasing tourism through convention sales would certainly help the aquarium, said Executive Director Tom Schmid. But since many of the aquarium’s visitors are leisure travelers, it probably won’t have that much of an effect.

Between 85 and 90 percent of the aquarium’s 500,000 annual visitors are families who spend shorter stays in town, such as residents of San Antonio who drive to the area and visit for two or three days. Although there’s no way to tell exactly how many visitors were in town for a convention, aquarium officials said about 0.5 percent of the aquarium’s visitors used coupons handed out at conventions to get into the exhibits. More people might have visited but not used a coupon, officials said.

But any time more people are coming to the city, no matter their reason, there’s an opportunity for attractions to lure more visitors.

"Once more people come here, we can capture a part of that," Schmid said.

Expansion of the convention center also does not play a huge role in the marketing strategy for the Lexington Museum on the Bay, but museum officials also said that more visitors to the city would mean a boost for the ship in the overall tourism scheme.

Conventions that bring youth or military groups to town would be especially beneficial, said the museum’s executive director, Rocco Montesano.

"We benefit greatly when convention bookings are up," he said. "It’s not a large part of our tourist base, but every piece counts."

Contact Neal Falgoust at 886-4334 or falgoustn@caller.com

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