Image: A visually jarring photograph of a poster for an event that occurred two weeks ago is the “hero graphic” of the FortDavis.com home page. Not only is it out of date, the obvious photo of a poster (instead of the digital file CDRI used to make the posters) is cropped so that the text is not level.
In the vast, interconnected world of the Internet, a town’s online representation often dictates its appeal to the potential traveler. In the case of Fort Davis, Texas, the online façade, as curated by the Fort Davis Chamber of Commerce’s website, is both puzzling and frustrating, leaving a lasting, unimpressive impression on its virtual visitors.
FortDavis.com, the town’s official digital gateway, showcases a patchwork of information that’s inconsistent at best and inaccurate at worst. While Big Bend Times’ Fort Davis Guide, in its earnest effort, lists 32 of our vibrant shops, the chamber’s website falls behind, spotlighting only 20, puzzlingly including entities like Hotel Paisano in Marfa and Alta Marfa winery. Why do these establishments take precedence over local Fort Davis businesses? The answer, as alluded to by Chamber Director Reagan Stone, lies in the “pay to play” model. Yet this approach, it seems, is a disservice to both the town and its visitors.
Moreover, the website’s design and functionality leave much to be desired. From its haphazard photo formatting—ranging from no photos to an excessive 15 for some businesses—to the erratic use of special effects on images, the website lacks a unified, professional aesthetic. Incomplete information and over 40 invalid links further mar the user experience. The overall look and feel resembles an amateur’s effort rather than that of a town eager to welcome visitors. One might even say it looks as if it was put together haphazardly, with little attention to detail.
The social media links, which should serve as additional avenues to connect with and learn about Fort Davis, are a mess. The website links to an inactive Facebook page, which has a mere 5 followers, instead of the actual, active page. Furthermore, they link to a now nonexistent Twitter account. Such inaccuracies might be overlooked by some, but for a town that thrives on tourism, these are grave missteps.
Perhaps the most troubling revelation is the discrepancy in the chamber’s financial priorities. A paltry sum of $11,820 was generated from membership dues last year. In stark contrast, the chamber received a staggering $112,758 in government grants with a mission statement that pledges to “promote tourism and business in Fort Davis, Texas.” Yet, it appears that these funds have not been allocated effectively, given the state of the website and the underrepresentation of the town’s businesses.
Fort Davis’ economic vitality is intertwined with its online representation. The current model of coercing businesses to pay for visibility isn’t just detrimental to the town’s image but is also financially shortsighted. Rather than pigeonholing businesses into memberships, the chamber would benefit from restructuring its offerings, possibly with tiered memberships that provide additional value.
The bottom line is clear: Fort Davis deserves better. The town’s businesses, residents, and potential visitors deserve an online platform that is comprehensive, user-friendly, and representative of the rich experiences the town offers. We urge the Fort Davis Chamber of Commerce to take immediate, substantial steps to rectify its digital presence and, in turn, bolster Fort Davis’ standing as a premier Texan destination.
Who is the author of this “editorial” piece?
I am.