To attract more tourists and their hefty wallets, locals must first see the city through the eyes of a visitor.
An assessment seminar set for Oct. 4 at the Plaza Convention Center will give residents, businesses and public officials an opportunity to do just that.
After taking photos of the city and visiting hot spots, tourism expert Roger Brooks, president of Destination Development, will share a visitor's perspective of Carson City. This is the first step in tourism branding process used by other cities to increase tourism revenue.
It's not the history and scenic beauty that will make the capital city stand out, said Candy Duncan, Carson City Convention & Visitors' Bureau executive director.
"I think our history is our lure, but everybody has history," she said Tuesday. "I think it'll be interesting to hear from him and see how we can take the things we have and make them more unique and alluring to visitors."
Brooks is known for pushing the idea of marketing your lure. The lure is an attraction or event unique to the area. For Carson City, it very well could be the Virginia & Truckee Railway, which is expected to transport tourists up to Virginia City by 2010.
Another local community has been through this branding process, and it is stuck on the lure.
"We have diversions, but the next step for us would be to engage with this company, or a similar company, to develop a lure and a long-term plan to drive tourists to the Carson Valley," said Sam Slack, vice president and director of operations for The Ridge Tahoe resort in Douglas County. He also sits on the Carson Valley Chamber and Visitors Authority tourism committee.
He, and others who attended the first assessment seminar, learned what Douglas County needs to do. The tourism authority must determine if it wants to spend the money to take the next step.
Lisa Voss, tourism manager for the Carson Valley tourism authority, said she found it helpful to see pictures of what the expert first saw when he came into their community. He also noted how friendly people were and the quality of shopping.
"Sometimes you live in a community and you see the same things every day; this brought things into a new light," she said.
The Carson City tourism authority is spending $8,000 on its assessment seminar.
• Contact reporter Becky Bosshart at bbosshart@nevadaappeal.com or 881-1212.
A free lesson on the tourism vision
What: Carson City tourism assessment seminar
Why: Tourism expert Roger Brooks will present his findings after spending three days as a tourist in Carson City
When: 6:30-9 p.m. Oct. 4
Where: Plaza Convention Center, 911 E. Ninth St.
Call: Janet Jones at the visitors bureau at 687-7410 or e-mail cccvb@visitcarsoncity.com
Cost: Free; appetizers will be served