Posted: June 11, 2010

By Bill Cresenzo

bill.cresenzo@insidebiz.com

A lack of support letters has left the new Greater Williamsburg Tourist Information Center sitting without any interstate signs directing drivers to the new venue.

The Williamsburg Hotel and Motel Association spent $200,000 renovating its offices into the tourist center. It had a "soft" opening in the spring, but it has no signs directing tourists driving on Interstate 64 to the center, which is at the Village Shops at Kingsmill.

To get the signage installed, the center must become certified as a state-approved visitor center by the Virginia Department of Tourism. To get certification, the new center must provide letters of support from tourism, marketing or government officials.

The new center ran into two problems - first, it did not submit any letters with its applications. Second, despite the association's efforts, the Greater Williamsburg Chamber & Tourism Alliance has refused to write letter a of support of the center, and the Colonial Williamsburg Visitor Center will not endorse it.

"We are not persuaded that another information center is a good business decision for the community and have questions about its sustainability after its self-described pilot period," said Tom Shrout, director of communications for Colonial Williamsburg.

Priscilla Caldwell, the center's new director of operations, said she's confident the signs will be installed by the end of the month because she now has in hand letters from Virginia legislators and business es that are behind the project.

Del. Robin Abbott, D-Newport News, called the new center a "win-win" for the area, and doesn't understand opposition to it. She cited a 2005 study that says the area needs a centralized tourist center, and that the infighting among the area's tourism industry officials needs to stop.

"It's not going to receive any state funding - it will be self-sufficient," she said of the new center. "We need to do everything we can right now to boost our tourism efforts and create more jobs. If this information center is going to do that, then why should we be opposed to it? I have not heard one good reason why we shouldn't do it."

The Colonial Williamsburg Visitor Center has been in operation for 50 years, and the area doesn't need another one, Shrout said. He said that center does a good job of providing tourists with information about Colonial Williamsburg and other attractions, and that is why the Colonial Williamsburg Visitor Center doesn't endorse the new one.

"We think that there is the likelihood of confusing visitors as to what visitors center they are looking for and which one can provide a fuller range of services," Shrout said. "Close to two million people come though the Colonial Williamsburg Visitor Center every year."

Caldwell, who began her job last month, said the center will continue to lobby for community support, particularly from the chamber. She said the chamber outlined its objections to the center in a letter to her.

"One question the chamber has asked us is how we will avoid confusion between the tourist information center and the Colonial Williamsburg Visitor Center," Caldwell said. "We maintain that the new tourist information center will reduce confusion that has existed in the marketplace for decades, as the destination has expanded offerings.

"We expect that once we respond to questions and concerns they have expressed, they will ultimately support this much-needed venue to assist travelers and promote area businesses."

Chamber President Dick Schreiber did not return calls.

Regarding the lack of letters from supporters, Caldwell said center officials mistakenly thought they could submit the letters after the actual application was filed.

"There were no letters of local public support accompanying the application, which is a requirement, and therefore it was not approved," said Richard Lewis, a spokesman for the Virginia Tourism Corp. "The next steps from here are up to the (center). If they want to reissue their application with the appropriate local support documents included, it will be reconsidered."

Caldwell said three local delegates - Abbott, John Miller and Brenda Pogge - have written letters of support, and so have local business. Miller and Pogge did not return phone calls.

The new center is 3,200 square feet and is located near gas stations, restaurants, shops and hotels 4.2 miles from the Colionial Williamsburg Center. So far, the center has catered to about 1,000 people with information about the area, directions and hotel reservations, Caldwell said.

While Colonial Williamsburg is one of the area's most popular tourist destinations, there are "dozens and dozens of others," Caldwell said, including Busch Gardens, Kings Dominion, Water Country USA and numerous historical sites.

Caldwell said tourists often are looking for something to do off the beaten path, such as shopping the consignment stores in Williamsburg. She said the information center can provide options.

Colin G. Campbell, president of the Colonial Williamsburg Foundation, spoke with the Hotel and Motel Association, and made it clear that foundation officials did not think the new center is necessary, Strout said.

"They are aware of where we are coming from and our desire is to work collaboratively with them and have them help enhance the existing center," Shrout said. "They are looking for us to make some kind of endorsement but that is counterproductive." nib