Baltimore certifies its charm

Tourism group trains workers to welcome visitors

The idea is to qualify everyone involved in the city who interacts with tourists as a "Certified Tourism Ambassador," particularly the frontline workers, in the hopes that more people return, said Nancy Hinds, vice president of public affairs for the Baltimore Area Convention and Visitors Association.

"First impressions are lasting impressions," Hinds said.

The program teaches participants customer service skills, plus information about hotels, restaurants and other attractions in the area.

Hurt by high gasoline prices, which have declined in recent weeks, hotel occupancy in Maryland has been down so far this year from 2007, according to figures from Smith Travel Research, a Hendersonville, Tenn., market research company that tracks the hotel industry. Revenue per available room in Maryland declined to $90.78 in June from $92.75 a year ago, a trend that is continuing nationally this month.

Numerous Baltimore hotels have been offering deeper discounts and promotions such as a "stay two-night, get the third night free" program. Some, including the Tremont Grand and Tremont Plaza in Baltimore, are waiving parking fees, which can reach $30 per night there.

Many Marriott hotels in suburban Maryland are offering a package that includes a $25 gas card from Chevron with a two-night minimum stay through Sept. 1.

Some key attractions have not reported a huge decline in visitors so far this year. Attendance for Baltimore Orioles games is down by less than 1 percent from 2007, with 26,522 people per game through Thursday. But attendance has fallen significantly from 1997, the last year the Orioles won their division, when almost 46,000 fans a game filled the seats.

Convention center hotel

opens this week

The leaner times come as officials welcome the opening of the $301 million, 757-room Hilton Baltimore Convention Center Hotel in the Inner Harbor area this week. The Hilton has attracted some first-time meetings to Baltimore, such as the annual five-day Conference of Mayors in 2011.

Aided by a larger sales staff and new partnerships, the Baltimore convention association increased its bookings for future room nights in fiscal 2008 by 18 percent over last year. The economic impact of the 451,608 future room nights booked is estimated at $422 million.

In a tighter economy, it's important to work on getting any advantage possible, Hinds said. The tourism certification program is another tool to employ, she noted. "We want to elevate the experience of visitors," Hinds said.

The certification was developed by Mickey Schaefer & Associates LLC, a meeting and tourism industry consulting firm in Tucson, Ariz., and first used in the Kansas City area in 2006. Other metro areas, including Phoenix, Tucson, Milwaukee and Lexington, Ky., have signed on, with officials there lauding its impact on the program's Internet site.

The Greater Washington region is developing a certification program, according to the Web site. Officials at the Washington Convention and Visitors Association could not be reached for comment.

The Conference and Visitors Bureau of Montgomery County would consider such a program, but officials need to review the financial commitment and gauge potential local interest, said Kelly Groff, executive director. "One initiative we are researching at this time is testing interactive kiosks at locations within the county," she said.

The certification program costs $25 for each participant with an annual renewal fee of $25. Those costs are normally covered by employers, Hinds said.

Some 24 people, including a Baltimore City police officer in charge of the Inner Harbor area, attended the group's initial training this month, she said. Representatives from Southwest Airlines, Baltimore-Washington International Thurgood Marshall Airport's customer service division, the Maryland Aviation Administration and area hotels also participated.

The sessions last about half a day, but participants also must read through a thick binder of information about Baltimore attractions and take a test to be certified, Hinds said. Some 49 people have been certified so far and about 100 should be by the end of the month, she said. The goal for the first year is 500 trained people.

Recent sessions also included one with taxi drivers from Yellow Cab, owned by Veolia Transportation, and the new Hilton. One is planned next week with employees from Geppi's Entertainment Museum. Rental car agencies and restaurants are also on the list.

The program does not have an end date, Hinds said.

"We plan to continue this for years until everyone who works in the industry in the Baltimore area is certified," she said. "People also need to be recertified, so it's an ongoing program."