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Final Report <br />March 1997 <br />Mayor's Blue Ribbon Committee-for Tourism Development <br />Executive Summary <br />San Marcos already capitalizes on tourism -- people visit, stay, and shop simply because <br />San Marcos is a pleasant and interesting place to be. And there is substantial potential for <br />growth. <br />Tourism development will benefit the community in many ways. <br />Increase sales: If only 3% of outlet mall shoppers will visit San Marcos and spend <br />$70 each, direct sales in San Marcos would increase by $9,240,000 annually. <br />Increase tax revenue: At a 1.5% sales tax rate, that expenditure would approximate <br />$138,600 in tax revenue for the city. <br />Increase employment: An annual tourism expenditure of $56,995 generates one job. <br />If tourism expenditures increase by $9,240,000, approximately 160 jobs may be <br />created. <br />Increase business development: Ninety-eight percent of businesses in tourism are <br />classified as small business. Tourism can provide opportunities to capitalize on' <br />food, markets, and music that reflect the ethnic diversity of San Marcos. <br />Enhance quality of life: Tourism helps sustain local businesses and activities that are <br />important to local residents, including restaurants, special events, and specialty <br />shops. <br />Increase the value of our natural and historical heritage: The San Marcos Springs <br />and River, our historic districts, and small town ambiance become assets and help <br />us maintain the identity of our community. <br />The tourism market is already here. <br />Shoppers at the malls: Currently over 4 million people shop at the discount malls <br />annually. Most of these are from out of town, and are potential overnight guests. <br />Visitors to SWT: Graduation, sports, and cultural events attract thousands of,visitors <br />annually. <br />Special interest groups: Birdwatchers and history buffs, including vintage car and <br />aviation enthusiasts are already important market segments in San Marcos. <br />Travelers on I-35: Winter Texans and the thousands of visitors to the Austin-San <br />Antonio-Hill Country region pass through San Marcos annually. <br />Mayor's Blue Ribbon Committee on Tourism Development Page 1