Many industries that depend upon close social contact are being especially hurt by the COVID-19 pandemic.
In a year where Milwaukee has been set to take the world stage due to the Democratic National Convention, coronavirus’ effect on tourism – empty planes, closed hotels and restaurants – is especially hard.
However, the time the DNC has been rescheduled for – August – could become a massive month for recovery from the loss of economic impact so far due to COVID-19.
“We’re already seeing the devastating effect on our industry indicator,” said Peggy Williams-Smith, the President and CEO of Visit Milwaukee, on WTMJ’s Steve Scaffidi Show.
“For the events specifically canceled or postponed in the city of Milwaukee…69 combined events canceled for an economic impact of $52 million.”
Not all of that impact will be recovered in one month, and some of what Milwaukee hopes to grab from the DNC will be muted – assuming the DNC will not be fully attended as in normal years due to the pandemic.
However, Williams-Smith believes that August will be a banner month should conditions allow.
“August is shaping up to be a busy month for us, which could jump-start our economy,” she said.
Not only will the DNC happen, but the Northwestern Mutual convention, the Toyota USA Triathlon Age Group National Championships and the State Fair are all scheduled to occur in the final full month of summer.
There may also be a September bump with Summerfest moving to that time.
“We’re still 17 weeks away from a lot of these things happening,” Williams-Smith says, citing a couple of advantages for Milwaukee’s tourism industry.
“We are within a six-hour drive for one-third of the population, which is pretty helpful,” she explains, seeing that people could drive to events they otherwise might not fly to. She says that’s not the only advantage to Milwaukee.
“We’re not a city known for having people in tight quarters. There is room to spread out here. That is also very helpful.”
However, hotels and restaurants have to adjust their plans for the fact that a vaccine will probably not be available by that time.
“Hotels are going to have to reduce their inventory, have a night where they sit empty for a night so they protect their housekeepers, the people working the hotels,” she says.
Additionally, there is the issue of restaurants being able to re-open at all. Some have had to permanently close their doors, and others may not be able to profit even if they open with large space between tables for social distancing.
“Restaurant margins are very low. If you cut out half of their occupancy, it might be hard for them to make their numbers.”
Right now, Visit Milwaukee isn’t actively promoting events, but doing brand promotion, showcasing Milwaukee’s response to the virus and the greater good of our community. But it is also preparing for when doors can re-open.
“We have a plan that’s ready to go that’s put in place, that we will activate the minute we can, the minute it’s safe.”
