Issue link: https://digital.copcomm.com/i/280564
B M & T ••• January/February 2014 ••• www.blackmeetingsandtourism.com 21 African-Americans in travel and tourism prior to the Civil Rights Movement that still affect some of our travel habits to this day. Black folks traveled in groups to avoid being the "only one" when they arrived at a hotel, resort or cruise – in short; we took our comfort zone with us. While this might seem like nonsense to some, it was for many, and still is for some a very real fear, no matter how far we've come as a nation. Having been denied the "good life" for so many generations, African-Americans are making up for lost time by patronizing the best hotels, drinking top-of-the-line liquor, wearing the most expen- sive and latest fashion and often spending way beyond their means. That should be good news for a hotel, resort or fashion retailer. Before anyone writes Black Meetings and Tourism and levels charges of stereotyping, these are general realities and observations. They don't apply to all African-Americans, but there's certainly enough commonality here that destinations should reach out to the Black community through more targeted marketing and advertis- ing. African-Americans have money and are willing to spend. Tens of thousands of us make over $100,000 annually who are not athletes and entertainers. There is certainly nothing wrong with African-Americans travel- ing in groups, even if it scares some, and even less wrong with enjoy- ing the fruits of our labor. By succumbing t o old worn out stereotypes of the Black com- munity perpetrated by those who know nothing about the Black community, here is what you're missing out on. Did you know that the National Brotherhood of Skiers (NBS) holds the largest ski conference in America? Last year NBS cele- brated their 40-year anniversary summit in Snowmass, CO. The summit was attend by over 1,000 members and an estimat- ed three t imes that amount in family and friends, pumping more than $500,000 into the Snowmass economy. The NBS has clubs from California to New York with regional summits held throughout the year. The NBS has over 3,000 mem- bers and are hitting the slopes in such international destinations as St. Moritz, France and Innsbruck, Austria. Did you know that the National Association of Black Scuba Divers holds one of the largest, if not the largest dive conferences in the world? Their 2013 summit was held in Roatan, Honduras. They have over 2,000 members spread out across the country and internationally. Did you know the Essence Festival held in New Orleans during the July 4th holiday generates more than $100 million in revenue for the city at a time of year that was considered a slow period prior to Essence? More than 540,000 people attended the 2013 event. Prince, Lionel Richie, Mary J, Blige and Jill Scott are just some of the headliners for 2014. Did you know that the Historically Black College Football Classics are some of the largest revenue generators for their host cities? These classics are held in places like Atlanta, New Orleans, Washington DC and Hampton, VA. These classics can last several days gen erating millions in revenues for hotels, retail outlets and restaurants. Did you know that the Delta Sigma Theta sorority had what has been widely reported as the largest meal function ever in Las Vegas with 25,000 attendees? Oh, that's not all; from Philadelphia to Las Vegas the Deltas are usually treated to a private shopping spree at a major high-end department store. Store shelves are typically le ft bare by the time the Deltas are through. The highly-educated and affluent members of this sorority hold a biannual conference where their economic impact for just a few days is well in excess of $1 million per event. Here are a few other things for your consideration. African- Americans rent cars at a higher rate than the general population. Eighty-percent of all family reunions held in the United St ates are African-American. African-American specialty cruises, such as Blue World Travel's Festival at Sea, sell out entire cruise ships. The 2014 festival starting July 27 has been sold out for months. The point to all of this is simple. Targeting African-American consumers is just good business. Robert Brown, former advertising executive with Carol H. Williams Advertising says, "that practically a ll revenue generated by increasing outreach to African-Americans goes straight to the bottom line," in terms of increased profits. African-Americans are a growth market according to ReachingBlackConsumers.com . The Black population grew 1.3 percent in the past 12 months to 46 million. "That might not sound like much, but that's 13 times faster than non-Hispanic White pop- ulation." Between 2011 and 2012 Black spending grew faster than any other segment of the population. The $131 billion in discretionary income controlled by African-Americans is greater than the $122 billion controlled by Asians and $81 billion controlled by Hispanics. Most African-Americans aged 25 and older have college experi- ence and 22 percent have at least a Bachelor's degree. By now you get the point. Destinations and businesses not tar- geting African-American consumers are going to lose and lose big. With America's changing demographics its business suicide to feign ignorance or act like the African-American market doesn't exist. And finally, it is not sufficient to target African-Americans through general market advertising campaigns. Go after us directly, the results might surprise you. Group of Skiers - Killington, Vermont "good life" •pg_12-21__BMT_pg3-58 2/27/14 4:38 PM Page 21