FROM THE PRESIDENT/CEO

As everyone has learned over the past year, the path forward is not always clear nor straight. Planning for 2021 is contingent on outside factors that the team at Visit Lake Charles have very little control of or impact on. In fact, last year started out to be the largest economic impact and best year in history for the tourism economy of Southwest Louisiana. However, in March, Covid-19 shut down the industry sending hotel occupancy to the lowest weekly rates ever and effectively stifled the entire culinary scene of the Lake Area.

Hurricanes Laura and Delta came ashore in August and October, physically impacting tourism assets and the entire community. Available hotel rooms were initially down well over 50%; restaurants and attractions have been slow to reopen; the Creole Nature Trail All-American Road received both wind and water damage that will require repairs into 2021, and the CVB office/welcome center on I-10 in Lake Charles was severely damaged and will be closed for reconstruction well into the first quarter.

The good news is that Southwest Louisiana was able to secure events for future dates that were not able to be held in 2020 and continue existing contracts. The staff is looking forward to hosting the LHSAA state championships in boys’ basketball, softball, baseball, and swimming as well as Future Stars Series National Championships, Pro Watercross National Championship, Garden and Gun Cast and Blast, LNG World Summit, and USA Boxing National Championships - that were scheduled to be hosted here in 2020 but that have moved their events to 2021. It is obvious that the desire to bring meetings and events to SWLA is still positive around the nation!

It is difficult to predict the return of leisure visitors and meetings/conventions/events with both the pandemic still affecting travel and the physical damage that was sustained by our destination. However, the CVB is optimistic that Southwest Louisiana will see a significant return of those travelers during 2021. We are forecasting a slow first quarter, but we are seeing trends that make me believe that April and beyond could be a boost for business. However, it will probably be 2022 or 2023 before Calcasieu Parish gets back to the economic impact baseline that was achieved in 2019.

In late 2020, Visit Lake Charles released a Community of Resilience video that showcased the hardworking people of Southwest Louisiana banding together and working with outside groups to lend a helping hand to neighbors and business owners across the region. Moving forward in 2021, the communications team is working with Miles Partnership on a transitional campaign that will lead us back to previous messaging that highlights Louisiana’s Playground and the juxtaposition that exists with the beauty of the outdoors mixed with the luxurious qualities of our casino resorts. That eclectic mix along with our culture, music and delicious food create an allure for leisure travelers seeking something authentic for a getaway. We are also looking forward to businesses and attractions being built back bigger and better than ever!

As you walk through the Business Plan, you can see the goals, strategies and global view of what staff is planning to promote Southwest Louisiana and support the events, groups and organizations looking to bring business to the Lake Area. Visit Lake Charles is using the latest technology to track the impact of travelers including origin markets and interactions with marketing and our website. The 2021 plan will ebb and flow to meet the demands and possible shifts in travel trends based on real-time information. We invite you to participate in our programming, share our stories and be part of the impact of tourism in Southwest Louisiana.

Together, we are SWLA proud and #SWLAstrong!

Kyle Edmiston, CDME President/CEO