The Battle Between Branson Landing and Battlefield Mall

While Branson Landing retail is creating more competition for Springfield, it isn't seen as a major threat. The same cannot be said of Branson Landing's convention center, which is slated to open in fall 2007. Branson and Springfield will be battling for the SMERF market.

SMERF is not a small, blue, saccharine-coated cartoon character from the '80s, but the acronym for the Social, Military, Education, Religious and Fraternal market. Because SMERF groups pay for their trips out of their own pockets, "they often like to combine attending their events with a vacation, and Branson will be very appealing to those kinds of groups," says Tracy Kimberlin, executive director of the Springfield area Convention & Visitors Bureau.

"Branson right now really isn't a competitor when it comes to meetings and conventions," Kimberlin says. "But when they get their convention center, they will go from being a noncompetitor to being our No. 1 competitor."

With 220,000 square feet of convention space and approximately 518 hotel/condo units-not to mention the other 17,850 hotel/motel rooms in Branson-the Landing could potentially divert millions of dollars in lodging, dining and shopping expenditures from Springfield.

"We get about 1.3 million overnight visitors to the city, and roughly 20 percent of those are here attending a meeting or convention," Kimberlin says.

Destination Marketing Association International estimates the average convention delegate in a metro area such as Springfield spends $150 per day. If Branson Landing draws away just 25 percent of Springfield's approximately 260,000 SMERF delegates, that's a loss of at least $9.75 million, assuming a one-day stay. Considering most convention delegates stay longer than a single day, the possible impact is clear.

Sales Tax Growth Comparison

Springfield

Annual sales tax revenue (1 percent city sales tax)

Year	Taxable Sales	Tax Revenue	1yr % increase
2001	$3.29 billion	$32,881,261	NA
2002	$3.33 billion	$33,342,924	1.4%
2003	$3.39 billion	$33,920,072	1.7%
2004	$3.56 billion	$35,587,068	4.9%
2005	$3.78 billion	$37,775,176	6.1%

Year-to-date sales tax revenue as of August 2006 is $25,305,885 on sales of $2.53 billion, up 7.3 percent from the same period in 2005, when revenue was $23,585,464 on sales of $2.36 billion.

Branson

Annual sales tax revenue (1 percent city sales tax)

Year	Taxable Sales	Tax Revenue	1yr % increase
2001	$786.6 million	$7,866,107	NA
2002	$815.6 million	$8,156,409	3.7%
2003	$817.6 million	$8,176,172	0.2%
2004	$806.4 million	$8,063,768	-1.3%
2005	$817 million	$8,169,675	1.3%

Year-to-date sales tax revenue as of June 2006 is $3,378,618 on sales of $337.9 million, up 6.5 percent from the same period in 2005, when revenue was $3,171,567 on sales of 317.2 million.

Sales Tax Comparison

Branson sales tax:

Branson Landing and historic downtown general sales tax: 9.475 percent
Restaurant sales tax: 9.975 percent
Hotel/ticketed attraction sales tax: 12.475 percent

Both the Landing and downtown have Community Improvement Districts that assess an additional 1 percent sales tax.

On the Strip:

General sales tax: 8.475 percent
Restaurant sales tax: 8.975 percent
Hotel/ticketed attraction sales tax: 11.475 percent

Springfield sales tax:

General sales tax, including restaurant: 6.6 percent
Hotel/motel sales tax: 11.8 percent

Recent Openings at the Landing

Oh My Godard Gallery
Bath and Bodyworks
Joe's Crab Shack
Francesca's Collection
Lakefront Boardwalk
Sullivan's Steakhouse
Gifts of Distinction
Sunglass Station
Cantina Laredo
Thousand Hills Real Estate
Peace Frogs
Gloria Jean's extension
Wedding Italiano - Next year