Touring groups review the new rack map, Direction – Ste. Genevieve Herald
By Mark Evans
Ste. Genevieve’s new presentation cards and the direction in which local tourism marketing should be focused took up much of the combined 1.5-hour quarterly meeting of the Tourism Advisory Council (TAC) and Tax Commission tourism (including tax) on April 19.
Tourism Director Jeff Wix handed out copies of the colorful new map, complete with a T-Rex logo and the words “Discover something different”.
Wix pointed out that in many racks and cases where the cards in the rack are displayed, only the top quarter or less of the cards are visible. Therefore, they must catch the eye.
The new maps use bright colors and icons depicting dinosaurs at the museum’s learning center, accommodations, shops, area wineries, history and more.
The back has large colored titles of “play”, “stay”, “getaway”, “yesterday” and holidays. Under each, he gives some basic details.
It also has a QR code and web address vsitstegen.com.
“We did a lot of testing on the new design for specific groups,” Wix said. “Some of them were full-time RV groups.”
The tests, of more than 1,000 people, were specifically aimed at travelers.
“The problem with our front design is the fact that if you don’t know anything about Ste. Geneviève, the card that only has the logo does not entice you to take it, except for maybe 50 cards.
Although Wix agreed that “a lot of information” was on the old map, he said it “gives no emotional response to recovering it.”
The new map, in bright colors and featuring a dinosaur, he said, had “a huge impact”.
“It’s been extremely well tested across all genders, ethnicities, and socio-economic breakdowns,” he said. “We were thrilled to see how intrigued people were to take the card from the rack.”