Mississippi Development Authority; require periodic PEER review of effectiveness of Tourism Advertising Fund expenditures.
The passage of SB2092 will institutionalize a process for evaluating the return on investment for tourism advertising in Mississippi. Every four years, PEER is tasked with assessing how well the advertising strategies are performing and their efficiency as it relates to drawing tourists to the state. Through this act, the legislation holds the MDA accountable for their marketing initiatives and will provide transparency to stakeholders including the Lieutenant Governor and the Speaker of the House.
Senate Bill 2092 mandates the Joint Legislative Committee on Performance Evaluation and Expenditure Review (PEER) to conduct periodic reviews of advertising and marketing efforts funded by the Mississippi Development Authority (MDA) Tourism Advertising Fund. This review will take place every four years, starting in 2024, and aims to evaluate the effectiveness of these efforts in attracting out-of-state visitors, as well as judge the effectiveness of digital advertising initiatives. The bill seeks accountability for the tourism expenditures to ensure they generate measurable benefits for the state.
General sentiment around the bill appears to be supportive among those who advocate for greater oversite and accountability in state spending, particularly concerning tourism. Proponents argue that regular assessments will help ensure that taxpayer dollars are effectively used and that marketing strategies can be adjusted based on performance metrics. However, there may be some concerns regarding the potential costs associated with contracting external evaluators as specified in the bill.
A point of contention may arise around the funding and execution of the reviews, especially if the use of private contractors leads to increased scrutiny regarding their costs and the qualitative outcomes of their evaluations. Additionally, stakeholders may debate how the findings from these reviews will influence future marketing strategies or funding allocations. Some may argue that the bill could emphasize a data-driven approach to tourism marketing, while others might see it as creating unnecessary bureaucracy.