| Journal: TWUK | Section: |
| Title: | Issue Date: 08/05/00 |
| Author: | Page Number: 57 |
| Copyright: Other |
Area marketing: by Alan Moore
WITH a record 6,000 travel industry delegates arriving in Dallas at the end of next week, both the gateway city and the state are set to gain their greatest exposure since JR hit our television screens in the 1970s.Jorge Herrera, senior vice-president of the tourism division of the Dallas Convention and Visitors Bureau, has been a key figure in the planning of this year’s Pow Wow.
“The event gives us the best possible opportunity to showcase not only the new attractions and product of the Dallas/Fort Worth area but also the whole of the state,” he said.
“We will be offering 15 different free pre and post tours, so that we can market the entire state and therefore justify our investment.”
Herrera said some previous Pow Wows have been dominated by destinations associated with big theme park attractions, but this year’s event is entitled A Celebration of Cultures. “This aspect has not been highlighted enough, and Dallas and Texas have a great opportunity to symbolise the culture of the US in order for it to be marketed and packaged properly,” added Herrera. “Texas is known for its hospitality and western heritage, but it has much more to offer.”
He said Dallas is a big stage for the marketing and promotion of cutting-edge industries, such as information technology, as well as for the arts, shopping, entertainment, sports and cuisine.
“After San Jose in California, Dallas is the most important centre for dot-com companies and we are promoting new technical tours to take advantage of this.” Companies include INFOMART, Texas Instruments, Electronic Data Systems, Nortel, Alcatel, Ericsson and Yahoo.
New attractions coming on stream include the Raymond Nasher Sculpture Garden; The Women’s Museum: An Institute for the Future – the first of its kind in the US; the American Airlines Centre for sports and other events; and Gilley’s Dallas, a vast night-time entertainment complex.
Gilley’s, the legendary Texas Honky Tonk country and western venue that first opened in Pasadena in 1971, was immortalised in the 1980 movie Urban Cowboy, starring John Travolta. It burned down in 1989 and is now being reopened in Dallas later next year in the new South Side district. The wild west remains a key theme for Dallas to continue to develop as a major tourism hub for the region.
The venue is part of Pioneer Plaza, near the Dallas Convention Centre, where more than 40 long-horn steers sculptured in bronze are spread across the landscape, giving the dramatic effect of a cattle drive, complete with three horseback riders.
On Wednesday, Urban Cowboy 2000 – A Street Party, is the theme of the final night when delegates take over Dallas’ historic West End district to sample some of the many local dining and musical haunts.
Dance away: organisers have planned a wide range of hospitality
Show to put Dallas’ new attractions on the map
Steering the right course: tours aim to market the entire stateFactfile
POW WOW – events diary
Saturday May 13: 8am-5pm: registration; 12pm-5pm: Dallas sightseeing tours for delegates; 8pm-11.30pm: Legacy Party of food and entertainment at Six Flags Hurricane Harbour, Dallas. Sponsors include American Airlines, American Express and Wyndham International.
Tuesday May 16: 8am-9am: open appointment hour; 8am-9am: educational session on marketing Dallas/Fort Worth; 9am-12.15pm: business appointments session 3; 12.30pm-1.45pm: lunch hosted by SeaWorld and Busch Gardens; 2pm-5.40pm: business appointments session 4; evening: various private events.
Wednesday May 17: 8am-9am: open appointment hour; 8am-9am: educational session on Texas; 9am-12.15pm: business appointments session five; 12.30pm-1.45pm: lunch hosted by Dallas and the Travel Industry Association of America; 2pm-4.50pm: business appointments session 6; 7pm-11pm: Urban Cowboy 2000 – A Street Party. Held in Dallas’ West End and hosted by American Express, Delta Airlines and Dallas.