OUR TURN: MFalls needs an identity to put it on tourism map

About $200,000 has been spent so far on a promotions campaign to bring more visitors to Marble Falls. Some at City Hall say it’s working because sales taxes are rising and there are more “heads in beds” at hotels.

And yet for all that money, the most enduring message of the campaign really doesn’t say much at all: “Marble Falls — in the middle of everywhere.”

But is that really the most effective method of bringing more tourism dollars to the city?

Maybe it would be better to tell visitors what Marble Falls is, not where it is.

The city’s economic prosperity could hang on that distinction.

Marble Falls needs an identity, not a vague location.

Somebody at City Hall, the Marble Falls/Lake LBJ Camber of Commerce or public relations firm Door Number 3 needs to figure that out.

The city fathers need to agree on an identity for the city, stick with it and promote it.

Sure, big cities get all the breaks. San Antonio always will be identified with the Alamo, one of the state’s major tourist attractions. Yet there are plenty of smaller cities recognized as well by tourists, cities on a comparable footing with Marble Falls.

Quick, what do you think of when you think of Fredericksburg? Answer: German hospitality and Main Street shopping.

Kerrville? The Folk Festival. Bandera? Cowboys and rodeo. Burnet? The Bluebonnet Festival. Marble Falls? Walmart and all those nice golf courses in Horseshoe Bay.

No one at City Hall wants to hear this, especially after spending so much money on a campaign that tells people Marble Falls is, well, somewhere … But it’s the truth.

Yes, there are thousands of visitors who come to Marble Falls’ Walkway of Lights — but stretched out over a month. In comparison, Burnet’s Thomas the Tank Engine visit packs in 30,000-plus visitors in just three days.

It all goes back to deciding what Marble Falls is. A city with a beautiful lake? A city with a thriving arts district and some incredible music? A place with great food? Easy access to hunting and fishing? Fireworks? LakeFest? Shopping? A gateway to Austin?

Local leaders need to choose an identity and make that the city’s calling card.

Mayor George Russell recently quipped that Marble Falls is famous for one thing — Walmart.

Though he was joking, that comment wasn’t far off the mark.

Last year, Door Number 3 told the council the biggest hurdle when it came to luring tourists to Marble Falls was convincing them it exists.

A year later, Marble Falls has made some progress. Now tourists know it exists — in the middle of everywhere.

The city can do better. To attract visitors, you have to give them something more than a vague compass point. You have to create an image in their mind — whether it’s an old mission, a big dome or a huge stockyard — that is synonymous with the city.

Right now, Marble Falls has a Walmart sign.

The current campaign emphasizes the area’s natural attractions, scenic beauty and outdoor activities.

But there is more to Marble Falls than kayaking.

There has been so much talk lately about promoting tourism. Meetings, meetings and more meetings. All of them fueled by well wishes, good intentions and big hearts. Officials have discussed a bat cave, a train ride, a new beach, more disc golf and so on. These are great ideas, but it’s a shotgun approach, scattered and wide of the target.

The city needs to find itself. There needs to be a central idea, theme or identity that sums up Marble Falls. “In the middle of everywhere” might be a good beginning, but it just isn’t enough.

Now is the time to decide just what quality makes Marble Falls unique and worth visiting, and promote that. The rest will fall into place.

Otherwise, Marble Falls is just going to be known as that place with a Walmart near Horseshoe Bay’s golf courses.