Pictured here is the Sitka Visitor Center, part of Sitka National Park. The photo is part of the American Memory Project of the Library of Congress, and the architecture embodies some of the best of American travel architecture.

Sitka is an exception, as it has first-rank architecture and a sole focus, namely oriented visitors to a first-rate National Park.

Frankly, visitor centers run by visitor bureaus across the nation are a big snooze, only slightly more interesting than post offices. But a least at the post office, you can buy stamps or send a package. At most visitor centers, all you can do is ask for information. It’s no coincidence that both are run by government bureaucrats.

Most visitor centers don’t have the budget of Sitka. But that is not the point. Its the aspiration; do you care about what you are showing your visitors? If you do, take account of how your visitor center looks.

But the question today is much larger. In an age of the internet, how interesting is it to have a bunch of rack brochures in a room with an old 60-year-old person sitting in a chair? But that is the typical profile of a visitor center in almost every city in the U.S., and it needs to change. Frankly, most cities could now do without a visitor center, so if they are to survive, they need to show a Return on Investment. That means looking directly at the investment in staff and overhead, and seeing how much revenue is generated by that effort.

Now, this is not to discount the value of the visitor center employee, who is always friendly, even though they are underpaid and under-appreciated by second-guessed mid-level quasi-government officials. And this does not mean that you need expensive multimedia (though you should have seating areas for free WiFi).

A friend in Virginia once talked to me about the overall boring-ness of Virginia visitor centers. They really needed to be place of selling things and showing things that are made in Virginia, and not just a place to dump boring rack brochures. His idea was to turn visitor centers into a place where all the products, art and creativity of the state are shown to visitors. West Virginia did it, to some success. And Virginia tried to upgrade the experience on I-95, though they did it just in time for Gov. Tim Kaine to close up highway rest stops.

The problem is that these visitor centers are run by quasi-government corporations that use government money, but are almost always outside the accountability of government. Furthermore, most communities do not value tourism, really, so they stock these boards with people who are merely expedient.

The most interesting visitor center I ever saw was Travelland in Richmond, Virginia. It was, of course, shut down by the Richmond Convention and Visitors Bureau and the center moved to a boring annex near downtown. But when it lived, it was brilliant (I recall it was opened by the Richmond Jaycees as a community project). It was the old Westham train station, moved to the site, and near it were placed old engines and railcars, as well as an airplane. Kids could play on the equipment while parents talked to the staff inside. Kids would ask to come as it became a local attraction too. It was also just off I-95, and it could be seen from the road.

The old visitor center did a few things today’s visitor center should emulate, including having a play area where kids could be while parents went inside. Other tips:

1. Use market considerations. Think about your traveler, and what they like. Is your traveler retired? You will need good parking for handicaps, and gentle, retired folks for visitor center employees.
2. Have your tourism office near or in the visitor center. While this is not applicable to state tourism offices, local visitor bureaus often try to stay distant from dealing with actual tourists. Actual tourists are free market research.
3. Don’t spend lots of money. Remember, its public money. You want to be clever, not wasteful. Sitka is great, but its a federal budget. However, this is not to discount the importance of quality architecture. Investment in architecture has a long payoff cycle, one of 30 years, so think through your presentation carefully.
4. Do sell rooms. People are looking for a place to stay, you need to be able to make a call to book them. You need policies on how to refer; don’t just take the easy route and make visitors do it themselves. Many people have access to online booking, but older folks don’t, and younger folks are possibly looking for something that’s not on hotels.com.
5. Engage the visitor. Sitting behind a desk is fine, but if things aren’t busy, do something for the customer. Walk around, and chat. Give out some samples.
6. If you take public money, do not charge for slots, or for rights-restrictive publications. You are not in business to make money, you are in business to promote the local community. No special deals, please.
7. Do have a sign in. Though it would most properly be called a guest register. Most do, but some don’t. It’s a nice old Victorian gesture, and you may just get some email addresses from it. At minimum, you will get some marketing information and some funny stuff drawn by kids.
8. Please have something for the kids. Of course, Travelland in Richmond had an old steam engine, RF&P railcar and maybe even a rocket. Whatever you have for the kids, make sure that the kids like it. If you are indoors, have a small play area or some crayons or something.
9. Have a stash. Your guests are traveling. What things might you need? I am not sure but your goal is to be the concierge for your city, and that might mean many different things, including toothbrushes, aspirin (no you won’t get sued) and hand wash.
10. Connect with the government. Make sure that elected officials not only visit the center, but know about it and understand it and talk to the staff, and have a personal relationship. They will support it.
11. Use visitor center staff to help with social media. The people who are at the front desk at a visitor center are the perfect people to monitor Twitter and Facebook. It’s not about technology; don’t hire some college kid to do it; get an expert who is knows the subject matter.
12. Show what you make. Even if your chief export is pallets or screws, show it and/or sell it. The connection between industrial and economic development and tourism has been lost, and it needs to be reunited. Travelers are interested in what is made in a place, even if it is something that is not a consumer product. However, if you are lucky enough to have a consumer product made in your area, ask the company for samples, or at least
13. Have local history exhibits. You want to show old things that relate to your area. So old pictures of hotels, restaurants, events and such should be shown in the visitor center. Bored young fogies like yours truly will enjoy it, and others will have something to look at while the travel partner talks to the employees. Many local museums double as visitor centers. This is good.
14. Have art. You want to show your local talent. How about an art show, or at least some local prints?
15. Sell tickets. Have a close relationship with all of the cultural groups in your area. Have symphony, stage and opera companies give away tickets at the visitor center. Make your tourists stay the night.

But the recent issues with Lockerbie could do damage, as Americans just cannot begin to understand the decision. Perhaps this role-play will help those who work in Scotland’s £4.0 billion tourist industry:

American: My customers want to cancel their trips!

Scot Tour Operator: It’s awful. Millions of Scots are outraged too, but in a democracy, that’s the breaks. I read where some Americans are angry Squeaky Fromme got out of prison this same week! I do know the Scottish government will think long and hard before something like this happens again. (Conversation ends, topic switches.)

This is an excellent opportunity for Scottish tourism, but they must begin a new conversation with the American traveler. So what do you do? Visit Scotland and the Scottish Tourist Board need to come up with tourism web content and themes that resonate with forgotten audiences. They must tell stories. Here are some of initial ideas:

1. Talk to the elites. Scotland should not be afraid of telling the story of its elites. Remember, millions of Americans saw Four Weddings and a Funeral and wanted to be at that Scottish wedding party RIGHT THEN. So even smaller stately houses with very minor titled Scots have enormous appeal to Americans. Remember that stately houses in the U.S. are small, and no one has a title. Visit Scotland needs a multi-faceted program to talk one-to-one to them, and not just sell them Scotch whiskey and overpriced golf tours. By the way, Donald Trump holds no appeal to this crowd.
2. Do not ignore Lockerbie. There will certainly be some who want to play down the Lockerbie anniversary, but don’t run away from it.
3. Tell stories of Scots who left for America. Through American history, there are thousands of notable Scots and those of Scots descent who made history in the United States. These characters appeal to every part of the political spectrum, from super-rabble rousing “Give Me Liberty” patriot Patrick Henry to the liberal Virginia Democrat Sen. Jim Webb.
4. Show them Adam Smith, capitalism and industry. Scotland is the birthplace of capitalism and has a history of finance, banking and entrepreneurship and Enlightenment figures like Smith and David Hume. This is a tourism message that resonates with America’s right, and with every business owner in the United States. Any tourism content that stresses Scotland’s invention of capitalism would work perfectly in the U.S. and help to reinvigorate the beloved image of the Scottish entrepreneur. In tight times, it’s hard to justify a golf trip, but a trip with golf that includes Scotland’s intellectual leadership? That’s bankable. Plus, think industry, from New Lanark to Firth of Forth bridge and Tunnock’s Bakery.
5. Talk to the beer drinkers. The “real ale” movement that swept the British Isles had a different effect in the U.S. In the U.S., prohibition closed most regional breweries and thousands of brewpubs opened up in the U.S. The millions who go to these brewpubs are a perfect audience for Scotland tourism. Currently, the drinking of Scotch is the alcohol most promoted, and there is nothing wrong with that. But the “real ale” crowd (they call it beer) would do different things; hiking, outdoors and biking. Web content needs to be centered around regional food, outdoor activity and authentic experiences.
6. Use the clans. Scotland’s clan leaders have enormous influence within the class of Americans who claim descent from clans. The sort of American who goes to Scottish games and celebrates Scottish heritage cannot be put on a political spectrum, but you can say easily that there are two parts to it. There is the more liberal academic Scotia-file, the sort of person who admires the folk music and the small nuances of culture of Scotland. And then there is Caber Tossing American, the rough-exterior American who goes to Scottish games and loves to dress the part. This Caber American appreciates the boldness of the Scots. Both audiences see Scotland as the Pilgrimage of a Lifetime.
7. Tell the story of medicine: Scotland is the birthplace of modern medicine. Tourism that speaks to today’s physicians would help to change the message. The American physician is overwhelmingly male and of course, wealthy. They long have appreciated Scotland for golf, but touching the history of early medicine in web copy and public relations would help to inspire them in a  different way. Is there continuing education for doctors and nurses? Publicize any and all of it.
8. Continue to promote architecture and design: The mania for collecting, crafts, architecture and design goes to every level in the U.S. Scottish tourism officials have done a good job over the years promoting this, but more can always be done. The key here is to highlight the people working in these fields today.
9. Enlist the Presbyterian Church. The Presbyterian Church in the U.S.A. encompasses liberal congregations and conservative, and many in between. The Scottish tourism community needs to connect with all factions of the church leadership, to encourage visits relating to Scottish church history. The Scottish Reformation is an exciting period, and the hundreds of thousands of devout Americans who are inspired about it can literally walk in the footsteps of John Knox, and a slew of newer evangelists like William Irvine. And it is not just Presbyterians. Americans of recent years have drawn inspiration from St. Columba, Iona and a new sort of Celtic Christianity represented by the Iona Community. It’s all very Eric Liddell, and evangelical America eats it up. This is a large audience not only in the U.S., but in Canada, Australia and New Zealand. They all will still travel to Scotland, if encouraged.

About the Author: Chief Content Editor Garland Pollard has worked in tourism content development in Florida and in his native Virginia. He has spent much time in Scotland. As a child, he personally heard Scottish historian and writer Nigel Tranter tell the story of the theft of the Scone Stone, and various other Scottish nationalist stories. Email Chief Content Editor Garland Pollard for insight and ideas. Or call me at (703) 745-8602.

The Temptation in Boca Grande, Florida. Unique restaurants are part of the tourism mix that makes a destination worthwhile.

Hint: It’s about finding the cool stuff, and making cult favorites out of the mundane

Everyone has to brand these days. It started with product brands, then service brands. Now we all have to have a personal brand. And cities now talk about “branding” themselves. Good earth. Can’t we just go to work?

In the old days, it was enough that the Chamber of Commerce came up with slogan, but now even cities have to have a brand “personality” that will “resonate” with “key audience.” And not just one brand; because of competing turfs, a city (and region) might have a tourism brand AND an industrial development brand, both in conflict. It’s all gone a bit too far.

That is not to say you don’t want to think of branding when you promote your city to visitors. But the goal of a local brand is not an end in itself. Instead, the goal is attracting visitors AND encouraging trade and development. Branding is but a small tool, it is the last step in the process, not the first. The real work in attracting visitors is in coming up with product, so that you have something to sell to visitors.

In big cities and in tourist destinations, this is easy; much of the work has been done, though often, small-minded groups focus too much on the obvious, and miss the great stuff.  But smaller communities don’t think they have the assets. And so they feel inadequate.

They don’t need to. Here are a few thoughts:

1. Promote and preserve your history. While the local history museum might not be a giant draw (and might be only open two days a week), it is important for a larger reason; your history, layered over decades, is what makes your town unique. It is that collective memory that reaches outside your local area, and brings people in. You need historic buildings and stories about them on the web to make the city look and feel interesting. You would be surprised what people are interested in seeing. Even if you have a dying mall, it might be interesting to folks like Peter Blackbird and Brian Florence, who have the website www.deadmalls.com.
2. Get good photography. Distribute high-quality, rights-cleared photos of your destination for free. You need a number of types of images, and they should be downloadable, without rights management, as 300 DPI tiffs on your website. First, you need shots of the main streets and landmarks, and top activities. After you have these, and only then, do you spend for models and fancy images. If you can’t afford a professional, take hundreds of digital pictures yourself, and post them online.
3. Create lists. Make voluminous lists of parks, restaurants and attractions, and make sure it is on the Internet, and syndicated with an RSS feed. This seems obvious, but it is not. Many places rely on city parks bureaus to list parks online, but very often parks are run by local, state and federal agencies, and so the information is dispersed. Most visitor bureaus just make lists of art galleries and such, but you will want to create lists of breakfast joints, coffee shops, barber shops, boutiques, even service stations and car repair shops.
4. Find offbeat chain stores. Many cities do not have that many independent stores. So are there chain stores that are interesting? In Lancaster County, Virginia a Little Sue convenience store was loved for its fried chicken. Does your McDonald’s do more volume than any other location in the state? Whatever is unique, promote it. If Sam’s Exxon has the “coldest Budweiser anywhere” you should get them to make a T-shirt to sell to twentysomethings.
5. Create icons. The old proverb “remove not the ancient landmark your father has set” is your new motto. You need to be an advocate for public art. If all your town has in the way of public art is a muffler man, a giant chair, or a cool hamburger joint sign, promote it! I think about Gloucester County, Virginia. A small African-American roadhouse restaurant, W.J. Stokes, had a soft drink sign that said “Don’t Hate, Communicate.” It was a local landmark; installation art, really. While the building was modest, everyone knew the sign, and would repeat it as they drove by. It gained further attention as it was featured in a Peace Frogs T-shirt. The fashion brand and retailer Peace Frogs is headquartered in Gloucester.
6. Sell your people. I was told this from one of my former co-workers. The idea is that if you don’t have any tourism product, you need to sell your people. That means restaurant cashiers, shoe repair folks, convenience store clerks and fishing boat captains. Think Floyd the Barber; find unique folks who give your community identity. Promote them. Make them local celebrities in your photos (see #2). Many times, local officials take these folks for granted, and forget that they might have appeal far beyond their immediate circles. For example, college kids turn waitresses and cooks into celebrities; ask college kids what bars have “characters.” Remember, when people travel, they remember who they see. (Read the BrandlandUSA post 14 Ways to Save Your Casual Service Restaurant. It tells of the importance of characters to a town’s identity.)
7. Think of alternative attractions. Does your small county seat have a weekly court day where small claims are adjudicated? Promote it. Do churches and public schools (see next item) have Saturday bazaars and pancake breakfasts and fish dinners? Promote them. Ask local high school and college students what they think is funky or fun to do in your destination. They can help you spot cult favorites and inside jokes.
8. Churches draw out of town visitors. Europeans, in particular, are fascinated by American religious music, particularly gospel. I learned this two decades ago when British friends came to Virginia and said that they had to visit a black, Southern church. In the black community, congregations travel for revival week, gospel sings and other activities. Go one step further than compiling a list of local churches for the front desk at the Hampton Inn. Instead, meet with local ministers and ask them what sort of special programs (choir, healing) there are that might be interesting to a visitor. Promote your attractions to groups coming to town to do mission work. And don’t forget to give out your tourism information to mothers-of-the-bride. Typically, a big wedding can attract over 100 visitors to a small town. These guests will go out drinking after the rehearsal dinner, play golf on Saturday and might even have a last minute gift purchase.
9. A slogan is not a brand. Call your destination by its legal name. Can we please get away from all of these attempts to rename places by slogan? For instance, Florida’s Gulf Islands is the name for the Bradenton and Longboat Key area. But they don’t want to push the name Bradenton, so they call it Florida’s Gulf Islands.
10. Be an advocate for local issues. Ensure public access to waterways. Speak up in favor of park improvement projects. Serve on landscaping and civic improvement committees. Help with the farmer’s market. Work with your local health inspectors on improvements to hotels. While you should never appear political (and stay away from tax-raising, please!), people do expect that people who work in the tourism industry to have opinions.

Need help on your destination? Talk to Garland Pollard at Black Cow Press. Call him at 703-745-8602 or email him at Garland Pollard. He also talks to civic groups, associations and conferences about tourism issues and tourism development.