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<br /> Final Report 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 proper and <br /> spend $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 1-35: 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 <br />