By Rick Adamczak
Daily Reporter Staff Writer
Reproduced with permission from The Daily Reporter
Where else would be better to celebrate Columbus Day weekend than in our own backyard of Columbus?
That's what officials at the city's travel and tourism bureau believe and this year they're rolling out their fourth annual Experience Columbus Days to mark the weekend with a theme of "Come Play In Our Backyard."
"When this started, the mayor charged us to reclaim Columbus Day. We are the largest city named Columbus and others were doing things. We decided to make it a celebration of our city," said Pete McGinty, vice president of marketing for Experience Columbus.
Experience Columbus Days starts Friday and ends Monday when Columbus Day officially is observed. It includes discounts to various events and attraction around Columbus.
The program not only benefits the users of the discounts, but the businesses and attractions, too.
“It drives a significant amount of increases in traffic to our attractions,” said McGinty. “I think every paid attraction in Columbus is on board.”
He noted that, for example, attendance at the Columbus Zoo has been much higher on Columbus Day weekend because of the discount program.
Last year 12,000 people, including visitors from 21 states, visited participating attractions and used the promotional discount. The total attendance at the attractions was 50,000, so the discount program accounted for nearly 25 percent of the total number of attendees.
The discount flyers are available at the event’s Web site, www.ExperienceColumbusDays.com. Users simply show the flyer at an attraction and can then keep it to use at other attractions.
“When we started this in 2004 we had a hodge-podge of discounts. They were all over the place and we thought it was confusing. The next year we made them all 50 percent off. The (attractions) know this is coming and they plan for it,” said McGinty.
This year for the first time there are discounts at many area restaurants. Dine Originals Columbus restaurants, a group of independently owned and operated restaurants, are offering 25 percent off the food bill for two people. Thirty restaurants are participating.
“This is the first time we’ve had restaurants participating to this degree. We’re thrilled they’ve agreed to be partners with us,” said McGinty.
He said that restaurants are hoping to befit from the program, especially since the Ohio State football team plays on Saturday night.
“Usually restaurants are quiet when the Buckeyes play a night game because people stay home to watch or are at bars, so they’re pretty excited because this is a good incentive to come out,” McGinty said.
They Buckeyes are not the only sports attraction this weekend.
Experience Columbus Days kicks off with the Columbus Blue Jackets’ home and season-opening game against the defending Stanley Cup champion Anaheim Ducks on Friday night. There will be $7 off admission tickets available for the game.
Also, the Columbus Crew will host FC Dallas in a Major League Soccer matchup at Crew Stadium on Saturday with $15 lower sideline tickets available.
For the first time, the Columbus Italian Festival will be held on Columbus Day weekend in conjunction with Experience Columbus Days.
The North Market Harvest Festival, which includes sales of locally-grown produce, live music, kids’ activities and cooking contests, also is scheduled for this weekend and the Short North’s Gallery Hop is scheduled for Saturday night.
The Herb Harvest, where visitors can learn about the uses for herbs and how to cultivate them along with samples of herb dishes, teas and desserts, in Gahanna will also be held on Saturday.
McGinty said the success of the event has made it easier in recent years to get attractions and businesses to participate.
“People get it now. It had to take some time to catch on and once it caught on, now it’s easier to get people (to participate),” he said.
Experience Columbus, meanwhile, has been using several marketing strategies to promote the weekend, including a “wallscape” billboard on a building at 439 N. High St. in downtown Columbus.
“We want people to come in their own backyard, but also visitors from out of town to come to our backyard,” said Patty Donahey Geiger, media relations manager for Experience Columbus.
Utilizing this year’s “backyard” them, a white picket fence has been used in many of the event’s promotions and real, temporary white picket fences will be erected near many of the weekend’s events.
McGinty said the group has used the Internet heavily to promote the weekend, including the use of keywords in search engines and at travel Web sites.
“Online has proven to be one of the more attractive tools for this,” he said.
The group also has used more traditional media, including 23 outdoor billboards, radio ads and print media ads, to promote the weekend.