Ashland tidings. [volume] (Ashland, Or.) 1876-1919, 1919-07-01
P4CIPJC COAST Must
BID FOR TOURIST TRAVEL

80 BID FOR TOURIST TRAVEL
TEzt the Pzeifc cossc vii have {,
.szpets E1-h the European bzttle
Islds a. 4 scsaie attraction foT tour
sts is icing recognized by the lead
.ag hOseI Een and Commercial Clgt
lLeaGs IN the eozSt eitlss. Especially
q this EieE taken by Richard Pro@-
ssr. assistant MANAGE Of the 81
FFzneis hotel Of Gan Francisco. who
IL an Interview Published recently
in the Portland Telegram. states
what effect IN his opinion the war
prohibition TiIl have On the eoas.
cities.
The direct loss OF reTenue to ho-
tells such "a the s. Francis. Prosser
thinks, viii be Offset By the great
volume Of tourist buEiness that al
ready bids fair 10 make 1919 an even
more profitable year for San Fran
cisco hotels than was 1915, the ex-
position year.
San Francisco, Portland and the
entire Pacific Coast are In for at
least two years OF the most remark.
able tourist business in history"
Prosser said. Since the day the
armistice was signed. virtually ev-
cry hotel IN San Francisco has been
doing a capacity business, and there
Is no sign Of a let up. Ordinarily
the summer months are very dull
in San Franelsco. but now the town
is crowded With visitors. Nor will
the clampIng On OF the lid affect
this kind Of travel.
Tourists come to San Francisco
for the same reasons they come to
Portland-for the scenic attractions,
recreation, sport and pleasure, not
for alcoholic beverages.
"of course. here on the Coast, we
will not strike, whatever our new
postwar normal level OF tourist
travel is to be until after European
tourist travel strikes its new normal
level. am satisfied that that will
be at least two years. and meantime
We will have this present very high
level.
There is much speculation as to
the American tourist will
flock abroad in large numbers, or
that travel will be only ordl-
narly heavy. My own judgment is
that every man. woman and child in
America that can afford the trip will
head for Europe the moment Europe
IS ready for tourists, to see the bat
lie fields, and gaze with their own
eyes at the devastation wrought by
war in France and Belgium.
I'VE must bear in mind that the
DattlefieIds OF Europe have been ad-
Tertised for the last five years as
in the world was ever ad-
Not day has passed since |
August 4. 1914, that every person
n this country has read not a col
INN, but whole pages, about Europe |
md II takes only the most superfi-
.ial knowledge OF the fundamental
,rinciple OF advertising-repeated
mpression-to see that the Ameri-
an people are bound to be filled
With a consuming desire TO see the
OF the great war.
There is a way, however, to ov-
rcome this in some degree. That Is
y offsetting it by other, and more
appealing advertising. In other
lords, 1t is up to every hotel, cham
er OF commerce, tourist body and
Individual on the Pacific Coast to
dvertise the attractions of this re-
ion as they have never been ad-
ertised before.
Our scenic attractions, and facil-
les for entertaining the tourist the
ear round. are unequaled In the
-orld. But we must SELL the Pa
Ific Coast to the world. This can be
lone by newspaper and magazine
dvertising on nothing less than a
ational scale. The cheapest way
, insure future tourist business on
lie Coast-and all advertising is
Ierely a form Of insurance on fu-
lre business--would be for the
cast interests to pool their adver-
sing moneys and 90 after the busi-
ess on a large scale"