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Aspiration Destination
Written By: Donna Rhodes | Issue: 2016/07 - July
When the Highlands Chamber of Commerce promotes tourism, it’s doing much more than enticing visitors to see the sights. It’s investing in a likely long-term relationship called the halo effect …appropriate for Highlands’ mountain-high proximity to heaven, don’t you think?
How does the halo effect work? Let’s say the Randall family hears about Highlands and decides to visit. They link up with the Chamber’s network of information including the Visitor’s Center, the website, and printed materials/brochures. They connect with the region’s beautiful scenery, world-class dining, and exceptional art and nature activities. By casually supporting local businesses and engaging in an exchange of good will with locals, the Highlands halo begins to glow around them.
The Randalls go back to Florida, filled with inspiration and aspiration. As the Highlands aura envelops them, they aspire to become a permanent part of Plateau life. A few months go by and they return to experience more of what the Chamber offers. Highlands’ air becomes addictive. The next thing they know, they are considering a residence in the area and adapting their skills/business expertise to a mountain-style demographic. They buy a home, move here, establish a successful enterprise, and extend the halo to others who take it to their points of origin. Aspiration spreads and the halo effect expands exponentially.
Not only has the aspiration-destination-halo rewarded families like the Randalls with a gratifying lifestyle, it has generated more dollars for the region. Bob Kieltyka, Executive Director, says, “If it were not for the state and local taxes paid by tourists visiting Macon County, each of the 25,331 households in Macon County would pay $716.00 more in state and local taxes to replace the taxes generated by tourist spending. That is your Chamber of Commerce at work for you.”
To learn more about the Highlands Chamber’s importance to the community visit highlandschamber.org or call (828) 526-5841.
