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<br />regional groups). While the drive-time to airports in certain large <br />metropolitan cities can be similar or even longer, event planners generally <br />tend to expect short commuting distances when considering smaller <br />destinations. The majority of this issue simply relates to "perception" (i.e., <br />not having an airport named the San Marcos International Airport, etc.); <br />however, this can often be mitigated through marketing efforts. The City <br />continues to upgrade our municipal airport and request State and federal <br />support as a premier airport in the State and along the I-H35 corridor. <br /> <br />4. Lack of an industry reputation as a convention/conference <br />"destination" - As San Marcos has generally lacked a suitable convention <br />facility to host many out-af-town events; the area does not have an <br />established reputation as a convention destination. The vast majority of <br />San Marcos visitors are in town to visit the University or Outlet Malls. While <br />many state and regional event planners may be familiar with the area, new <br />marketing efforts will need to focus on communicating the attractiveness of <br />the area as a convention and corporate destination. However, the City does <br />anticipate Texas State heavily utilizing a conference facility when built. <br /> <br />18 <br />