New Toll Road effort aims to boost tourism in northern Indiana
Tourism officials hope that a new promotional campaign at Indiana Toll Road plazas results in more visitors at northern Indiana attractions.
For decades, those traveling the Toll Road and the interstate highway system have become accustomed to the static racks of tourism information at rest stops and service plazas.
But a new effort is now making use of TV monitors at rest plazas to show videos and slide shows of attractions in the region — for example, the Studebaker National Museum, South Bend Chocolate, the University of Notre Dame and the Shiojiri Niwa garden in Mishawaka.
The videos and slide shows will be produced to highlight attractions near or ahead of each plaza, rather than what’s already been passed, said Speros A. Batistatos, president and CEO of the South Shore CVA in Lake County.
And videos also can be changed fairly rapidly to promote major events in a community, he added.
Rob DeCleene, executive director of Visit South Bend Mishawaka, said tourism bureaus in the northern part of the state have been working together to some degree for several years.
The seven-county food wars, for example, generated interest and pride in area restaurants by pitting the best places to get a burger, pizza or breakfast in the region, he explained.
“This is another step in that direction,” said DeCleene. “Hopefully, it’s something than can be built upon.”
Batistatos said the messages will be seen by the thousands of motorists traveling the Toll Road each day and create cohesive promotion of the destinations from Lake to Steuben County. Visitors will also be directed to along8090.com for additional information.
Bill McCall, communications manager for the Toll Road, said it made sense to partner with the visitor bureaus along the Toll Road, especially since the Toll Road completed the $70 million rebuild of eight travel plaza buildings last year.
“Between the new plaza and the promotional messages, it’s like putting out the welcome mat for travelers,” he said.
