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Show w w w w w Additional Profitable Business Now Available The traveler is again rolling along the highways of . the nation. 75 million U. S. residents will journey to some vacation destination within the next few weeks or months. More than 60 million of these people will travel by automobile, auto-mobile, making Cedar City easily accessible. Between 3 and 4 million of these travelers will again make Utah a erossroad, we fear, instead of a vacation destination.1 With him, hundreds of millions of tourist dollars will roll through Utah instead of to Utah. Are the people of Cedar City interested in better business busi-ness or do we already have more than we can take care of. Tourist dollars comprise the most profitable source of new income available to Utahns, and also the most permanent. per-manent. This trade depletes no natural resources, suffers no credit losses, and requires no unreasonably large capital cap-ital expenditures. It does require an alert and informed citizenry. The stakes and rewards are high in this competition between states for the tourist dollar, but the responsibilities responsi-bilities are equally great. The moment a firm or a city aspires as-pires to beneficial participation in tourist income, he declares de-clares himself , in direct competition with the best food or lodging or service in the state and in the west. He is no longer just in competition with his neighbor across the street for a share of community business. No matter where he lives, all of a sudden he puts himself in immediate immedi-ate competition with the best food and beds and other services to be found in any city in Utah. This is real competition. com-petition. The tourist, who is above all things interested in physical comfort while on the road, judges the entire city by its least attractive features, never by its best services. It he doesn't like what he tastes or smells or feels he can easily avoid you and your city for all time to come. If this dislikeVere confined to a single prospect, it would be bad enough. Yet the angered or dissatisfied customer will probably voice his feelings up and down the highway to every traveler he meets, with the advice to steer clear of this or that city: Each year we hope for a greater share of the tourist dollar, which the traveler will spent somewhere else if not with us. Each year we hope for a greater show of the challenging competitive spirit. Some city has to lead the crusade. Why can't Cedar City accept the responsibility and reap the reward? |
