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The Tax You Don’t Pay

TaxuWe hear it all the time. Elected Officials often reject the idea of raising Hotel taxes because, regardless of the ROI, they fear that voters won't understand (maybe they're the same people that don't understand that vegi-burgers are made out of vegetables). They fear the electorate will only hear the word "tax" and vote against the measure or, more importantly, them.

The Wichita Falls CVB has just launched a new campaign to encourage voters there to approve a Hotel tax increase with a brilliant twist: It's the Tax You Don't Pay."

As much as we've all explained it that way...this is the first time I've seen it actually lead the conversation. We typically tout all the advantages of such an increase and follow-up with the "and the best part is residents don't pay" angle as the logic. But the DMO in Wichita Falls is attempting to take the issue off the table first.

Smart...and I can't wait to see how this plays out.

Bill Geist

Bill GeistBill Geist

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