n 2012, country music star Jason Aldean released the song, “Fly Over States.” The song documents the flight of two business man traveling from New York to Los Angeles, who comment about the “square cornfields and wheat farms” they observe while flying over the Midwest. The travelers pose the question, “Who’d want to live down there in the middle of nowhere?” Aldean answers, “You’d think heavens doors have opened / you’ll understand why God made those fly over states.” Aldean may have been talking about any one of numerous Midwestern states, including North Dakota. Those who have never been here may consider it a “fly over state,” but those that have witnessed the secrets contained within the state’s borders know that it is anything but.
Charley Johnson has been the President and CEO of the Fargo/Moorhead Convention and Visitors Bureau since June of 2012. His job is to show outsiders all the area has to offer; that it is much more than the frozen back-woods tundra portrayed in the media – think the new television show “Fargo.” Johnson is well aware of the stereotypes and myths that plague the area. “I suppose some people will always think of us as a vast, frozen tundra,” he said. “But I believe the economic vitality of the entire region, especially North Dakota, is helping dispel that notion.” The oil boom in the Western part of the state has certainly put North Dakota in the national spotlight. It is the job of the Convention and Visitors Bureau and the North Dakota Tourism Division to capitalize on that attention.
Many people may know Johnson from his 35-year broadcasting career. He worked as an anchor, producer, news director, and general manager of the NBC & CBS affiliate stations in Fargo. A Minnesota native, Johnson graduated from Concordia College. When he is not attracting visitors to the state, Johnson and his wife Mary enjoy their three grown children and two granddaughters. Now that he works for the Convention and Visitors Bureau, Johnson is determined to help both the Red River Valley and the state of North Dakota get the recognition it deserves. “Our mission is to promote Fargo, Moorhead, and West Fargo in ways that will encourage people to visit our community, stay overnight in our hotels, eat in our restaurants, visit our attractions, and shop in our stores,” he said. “This includes promoting the community as a destination for individual and family tourists and as a meeting place for conferences and conventions.”
Supporting and promoting the tourism aspect of the state is a vital responsibility for Johnson and the rest of the tourism staff. In fact, according to the North Dakota Department of Commerce Tourism Division, tourism is the number three industry in the state, trailing only oil and agriculture. The same division estimates that over 17.2 million people visited North Dakota in 2011, the last year statistics were readily available. Those visitors equate to $3.0 billion dollars in spending, providing each North Dakota household with a tax savings of over $943. Whether one is actively involved in the tourist industry or simply reaping its benefits, it is very fair to say that tourism affects all of us.
The tourism industry relies a great deal on marketing. According to Johnson, studies indicate a return on investment of more than $100 for every $1 spent. That is an amazing return in any financial circle. “There’s no question about the huge economic impact visitors have on our economy,” he said, adding that the hotel industry in Fargo, Moorhead, and West Fargo had gross room night revenue of more than $93 million in 2013. “It’s on-pace to blow past the $100 million mark this year,” Johnson explained.
So how does the area garner a reputation for being more than a TV show or movie title? “The economic vitality and cultural vibrancy of the community is a big selling point,” Johnson explained, “and the on-going resurgence of Downtown Fargo is a great selling point for conferences and individuals alike.” In addition, the Red River Valley is home to many great attractions, including the Air Museum, Red River Zoo, Plains Art and Rourke Art Museums, Bonanzaville, and Hjemkomst Center. Johnson says the community’s status as an educational leader and health care center is also appealing to many meeting planners.
So, is North Dakota more than just a fly-over state? Anyone who has ever visited the Peace Garden state knows that the answer is a resounding “yes!” We are more than just a television show and although it does get awfully cold here, that is not what defines us. As Johnson puts it, “Of course, it does get cold here, but we try to embrace that, rather than run away from it.” His best advice to North Dakota residents: “Embrace all that you are – don’t try to run away from any of it.”
More information about the Fargo/Moorhead Convention and Visitors Bureau can be obtained at www.fargomoorhead.org. More information about the North Dakota Department of Commerce Tourism Division can be found at www.northdakotatourism.com.
