I recently attended funeral services in New Orleans for my
uncle Jerry Walker. As the oldest son of a single mother, Uncle Jerry was my first male mentor. Reflecting on my youth, I still remember one of the first pieces of wisdom he offered me. He said Son, "Never argue with a fool. Before long, the witnesses won’t be able to tell you apart."
Upon my return to Tennessee, on Sunday August 26, The Knoxville News Sentinel ran a story titled “An un-American getaway-Jessica Davis pokes holes in arguments aimed at inhibiting fair trade.” The piece was composed by a relative of a local hotelier who is opposed to the notion of restricting the posting of
lodging rates on exterior signage in Pigeon Forge. Basically, young Davis, a graduate of Duke University, argues that the Pigeon Forge Hotel & Lodging Association (PFH&
la) is promoting the passage of an
ordinance to ban rates from public view because it’s members are afraid of competing in a free market.
I initially took my Uncle’s advice and allowed her attack on the creditability of our lodging
industry to pass as a sophomoric rant. However, since the editors at the News Sentinel did not require her to disclose that she is personally associated with this issue, or require her to possess any knowledge of the facts; I felt it important to explain why passing this ordinance is essential for Pigeon Forge. First, I need to make you aware that I am the current president of PFH&LA.
For years, while Pigeon Forge was developing into a family vacation destination, many of our guests simply sought lodging once they arrived. In those days, the rate signs were how people knew what the prices of rooms were. As a result, the Parkway was the marketplace. That is no longer true. Today, the internet is the marketplace and the lodging industry is driven by those who shop and compare everyone’s rates from home or work, making advance reservations days, weeks, or even months before they come to the area. The owners of
properties who have yet to embrace internet marketing are finding they still have many rooms left at the end of the day and are trying to sell them for what they can get at the last minute.
Unfortunately, they fail to realize that by the time they put a rate on their signs to attract guests from the street, the majority of our visitors have already made reservations with a 3-day cancellation policy. Even if someone finds the price attractive, they already have a guaranteed room at their destination property. In reality, it is not the 100 plus lodging properties and more than 800 employees that signed a petition supporting the ordinance that are afraid of competition, it is the properties that are unwilling to compete by modern standards.
Nevertheless, what actually inspired the PFH&LA board of directors to request government intervention regarding rates, is the fact that the overwhelming percentage of properties that still post their rates outdoors, do not honor those prices once the guest makes their way to the desk. It has been proven time and again. So, we as an association approached the City Counsel for assistance first, because we want to avoid the negative press associated with bringing this problem to the Attorney General and having our neighbors prosecuted for their shady business practices. We want to protect our visitors from the notorious few, without damaging the reputations of the many excellent properties doing good business in Pigeon Forge.
Consequently, I am curious as to why someone with Ms. Davis’ education would knowingly recommend actions that would ultimately damage the very industry that made her expensive education possible. After all, just as the rising tide lifts all boats, the retreating surf will surely leave them scattered upon the beach.
Henry Piarrot is a lodging manager in Sevier County, TN. Please send all story recommendations to hpiarrot@yahoo.com
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