A recent social media error, believed to be by Brewster County’s contracted PR firm, which inaccurately identified local wildlife, has put Visit Big Bend’s communication strategies and operational transparency back under scrutiny. The mistake, involving the mislabeling of pronghorns as aoudads, was exacerbated by spelling errors and a lack of response to public corrections. This incident is emblematic of a broader pattern of engagement issues within the organization tasked with promoting Brewster County.
Compounding these concerns are the interactions with Robert Alvarez, Executive Director of Visit Big Bend, whose approach to media inquiries has raised eyebrows. In a preamble to his responses, Alvarez noted that he does not “generally answer any media inquiries/requests” except on Mondays due to his busy schedule marketing “the largest county in the state of Texas.” This assertion, while emphasizing his workload, inadvertently set a tone that could be perceived as dismissive, suggesting that responding to media inquiries is outside the norm of his responsibilities. Such a stance, detailed in a lengthy explanation about his availability, could have been perceived as unnecessary and, to some, condescending, highlighting a missed opportunity for straightforward and unencumbered communication.
This incident further underscores the existing transparency issues within Visit Big Bend. Requests for updated financial documentation were met with redirection rather than direct answers, despite the organization’s last financial update being in 2018 with an estimated revenue of $900,000. Alvarez’s decision to refer inquiries to the County Treasurer and external contractors, rather than providing available information, adds layers of complication for those seeking to understand how the organization allocates its funds.
Moreover, Alvarez’s expressed policy of limiting media interactions adds another layer of complexity to obtaining timely information, which is critical for accurate media coverage. This communication strategy, alongside the recent oversight on social media, suggests a misalignment between Visit Big Bend’s operational approach and the expectations of today’s digital and information-driven society.
The culmination of these issues—ranging from the recent marketing error to the broader concerns about operational transparency and communication—highlights the challenges facing Visit Big Bend. In an era where a strong digital presence is crucial for tourism promotion, these missteps and the apparent reluctance to engage transparently with the public and media are notably counterproductive. They underscore the need for Visit Big Bend to reassess its communication and marketing strategies, ensuring not only factual accuracy but also a commitment to openness and engagement.
For Brewster County’s tourism to achieve its potential, it is imperative that Visit Big Bend addresses these challenges directly. Embracing a more transparent, accountable, and proactive communication strategy will be key to rebuilding trust and ensuring that Brewster County is effectively and accurately marketed as a destination. This approach will not only enhance the organization’s credibility but also showcase the unique attractions and cultural wealth of the region to potential visitors.
Dump him!