Evidence-based marketing (or any type of evidence-based management, for that matter) shouldn't happen only in the private sector. So I like what Vail officials are saying about the management of Colorado tourism dollars. According to today's Rocky Mountain News, they want to "hold the state's tourism office more accountable for the marketing money it spends by setting up an industry panel that would advise and oversee the government agency. The state budgets almost $20 million a year for tourism marketing. In a five-page proposal obtained by the Rocky Mountain News, the Broomfield-based company told the Colorado Tourism Office it should be held to 'the same strict return on investment requirements that corporate marketing groups are held to.'"
Good idea. President Obama is pushing for more government transparency. This sounds like a good place to make that happen.
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