Visit Evansville Releases Results From 10-Year Tourism and Destination Management Master Plan

Visit Evansville Releases Results From 10-Year Tourism and Destination Management Master Plan

Visit Evansville (Evansville Convention and Visitors Bureau) unveiled its’ 10-Year Tourism and Destination Development Master Plan at its April 26^th Visit Evansville board of directors meeting.  The $140,000 study was awarded back in October 2020 to the Minneapolis consulting firm Convention, Sports, and Leisure, International (CSL, Int’l).  John Kaatz, Principal, and Tyler Othen, Senior Manager of CSL, Int’l, presented the study’s findings to the Visit Evansville board of directors. The master plan included a comprehensive evaluation of Vanderburgh County’s assets and infrastructure.  It also identifies opportunities in multiple sectors for projects and investments that could potentially elevate Evansville and Vanderburgh County as top-tier visitor destinations one day. 

According to John Kaatz, “These types of investments can be transformational over the 10-year timeframe considered by the Plan. The Plan is designed to position Evansville and the surrounding region for growth in numerous (tourism-related) business sectors,” said Kaatz.

In the Evansville-Vanderburgh County area, the visitor industry plays an important (an essential) role in our local and regional economic health. Visitors inject new dollars into our economy, with only limited use of our public infrastructure. Visitor spending generates new tax revenue, which reduces the tax burden on our residents. One of the outcomes of this Plan is to grow our tax base by attracting more visitors to the area. 

With the pandemic hopefully in our rearview mirror, we are beginning to see a recovery in visitation to Evansville. In 2020 our hotel occupancy for the month of March was 43% where just this past March our hotel occupancy was at 57%. In 2021 the recovery has begun, and this Plan is designed to help the Evansville/Vanderburgh region tourism segment grow exponentially post COVID.  Now at the same time, competition for the visitor industry market share remains fierce. Throughout our state and region, communities that compete directly with Evansville will continue to invest in tourism infrastructure that will draw tourists to their communities which in turn will have a significant return on their investment. 

The overall objective for the creation of a 10-year tourism and destination management master plan is to enhance the Evansville/Vanderburgh County’s tourism industry by identifying projects that will not only be attractive in growing our tourism economy but will improve to the overall quality of life for the residents that call the greater Evansville/Vanderburgh County home. 

The Evansville/Vanderburgh County master plan included an extensive community and stakeholder outreach, including survey results from area residents, business and political leadership interviews, and discussions with numerous meetings, conventions, and sports clients. This study cross-referenced other studies that had taken place in Evansville/Vanderburgh County over the past several years. The tourism master plan also included an in-depth industry performance review which identified demand for various tourism sectors and overall economic growth initiatives for the region. To learn how peer cities have successfully attracted millions of visitors and residents in recent years by establishing strong reputations as work and play destinations, a benchmarking analysis was prepared. It also compared current and future tourism trends nationally so we can capitalize on any new and emerging trends.

Listed are some of the master plans future recommendations:  

• To attract new and larger sporting tournaments, adding turf to the existing fields at Deaconess Sports Park. A study should be conducted to expand Deaconess by adding four to six additional mixed-use baseball fields. 
• Building a new indoor athlete training facility for local athlete development at the Evansville Sports Complex 
• The addition of a 125,000-175,000 sq. ft. Sports Fieldhouse located at the Evansville Sports Complex where Deaconess Sports Park and Goebel Soccer Complex are located would help accommodate basketball, volleyball, pickleball, futsal and mat sports. This facility would attract tournaments from around the region and become a huge economic generator for Evansville/Vanderburgh County. This would give the complex a sports campus-like feel. 
• There are significant opportunities to grow outdoor adventure-based tourism and create attractions that are also beneficial assets for the local population through investment in Burdette Park and Wesselman Woods.   
• The development of trend-forward outlets in the cultural districts (Downtown Evansville, Haynie’s Corner Arts District, NoCo, Franklin Street) is essential for Evansville’s tourism economy and overall economic growth. These outlets include breweries, distilleries, arcade bars, and unique art and cultural experiences that enhance nightlife and live entertainment. 
• To create a tribute to the Evansville area’s (specifically the Lincoln Gardens area) diverse and unique history dating back to the 1800s, using wayfinding signage, landscaping, and other initiatives to highlight the area’s recent commemoration as a historical site.   
• The best way to create a pedestrian-friendly connection from Downtown Evansville to the Ohio Riverfront is to place a planned investment in large destination spaces along Riverside Drive. 
• Near-term improvements to the Old National Events Plaza, including production technology to accommodate post-COVID events, will allow for more in-person, virtual, or hybrid participation. 
• Creating a new visitor experience center in the downtown area should be explored.  
• The development of a new large-scale festival for the region should be considered – targeting themes that could include family entertainment, a music festival with top-name entertainers, or a festival built around health and wellness.   

Visit Evansville’s board of directors and staff remain very committed to doing all that we can to continue to grow our tourism economy. As our tourism offering continues to improve and grow, they will contribute to the overall appeal that makes Evansville a great place to work and live.