As the winter tourist season approaches, the Department of Tourism is beginning its annual advertising campaign to attract visitors to the territory.
But while the department will place ads in 14 major U.S. consumer and trade publications beginning this fall, the government’s money crunch is hampering a larger marketing effort and pushing Tourism employees in new directions.
Based on the previous administration’s advertising schedule for September through January of last fiscal year, Beverly Petrus, Tourism’s director of marketing, said the fall campaign is about the same as last year.
"We’re not doing fewer," she said. "But we’d like to do more."
Although Petrus said $500,000 has been committed to placing ads in Black Enterprise, Boating, Bridal Guide, Caribbean Travel and Life, Essence, Food and Wine, Islands, The New Yorker, Scuba Diving, Travel and Leisure, Black Meetings and Tourism, Corporate and Incentive Travel, Recommend, and Travel Weekly, a greater budget would mean more exposure for the territory.
"The amount is definitely inadequate," she said. "But it’s as much as we can do with the available funding."
Acting Tourism Commissioner Michael Bornn has said $20 million is needed annually to competitively market the territory. But a major source of money needed for marketing, the $8 million to $9 million a year collected in hotel occupancy taxes, is being used to cover the government payroll.
And that is forcing the staff at the Department of Tourism into new and challenging roles. The department’s New York City-based advertising agency Lowe and Partners is no longer placing ads for the government because it is owed money.
That means the department now has to do its advertising in-house and that Petrus had to take a crash course in the ins-and-outs of the advertising world.
"It’s new for the department," she said. "I had two choices: not advertise or learn and jump in."
But the in-house advertising is time consuming and doesn’t allow the department to gain from the purchase power ad agencies possess, Petrus said. However, she said that when the department finds itself in a stronger position in the future, it may be something it will consider.
In the meantime, the department is looking to get the most bang for its buck. Most of the publications targeted for the upcoming ad campaign are old standards, like the Caribbean-oriented glossies.
"We’re doing some of the same, but changed a couple," Petrus said. "A few we’ve deemed important like the African American publications. We’ve been pretty much on a high since Sinbad. It didn’t make sense to drop it."
Bornn is also urging members of the territory’s tourism industry to place their own ads in the same publications or others the department hasn’t targeted.
"We want to maximize this promotional effort by encouraging the private sector to piggyback on the advertising placements," said Bornn. "This is an interim campaign that will allow us to maintain a presence in the U.S. market. In spite of the economic crunch that has severely effected our advertising campaign, our schedule provides broad-based coverage that involves several niche markets."
But even if Tourism had $20 million or $500,000 to market with, Petrus said the private sector has to supplement the government’s effort.
"You’ve got to let (potential tourists) know you’re an option," she said. "Yes, we’re definitely behind the eight ball. But it’s not just a V.I. government thing. It’s a destination thing."

The Nature Conservancy has purchased 301 acres of land on the southeastern tip of St. Croix, including some of the island’s most pristine sections of coast at Jack and Isaac Bays.
Carol Mayes, local director for The Nature Conservancy's Virgin Islands and Eastern Caribbean program, confirmed Thursday the Conservancy had taken out a loan to purchase the $2.5 million property and establish a $750,000 fund for on-going management expenses.
"We hold the deed to the property but must still raise $1.5 million to pay off the loan," she said.
The conservation group raised most of the purchase money from local and winter residents as well as grants, Mayes said. The Conservancy’s goals are to raise the $1.5 million balance through tax deductible donations by the spring of 2000, then officially dedicate the preserve.
The 301 acres are designated as an Area of Particular Concern by the V.I. Department of Planning and Natural Resources. Jack and Isaac Bays are critical nesting areas for hawksbill and green sea turtles as well as habitat for migrant and nesting seabirds. The Nature Conservancy will also conserve the area for human use, Mayes said.
"It’s incredibly exciting. It’s a globally significant, biodiverse area," she said. "This area ranks high on our international list of priorities."
A founding member of the local Conservancy board, Dr. LaVerne Ragster, said the Conservancy will continue traditional community uses on the land, including educational hikes, lectures, sea turtle conservation and research.
"This is an important community issue for St. Croix. We continue to seek local support because $1.5 million in funds are still needed to repay the loan for the land purchase," Ragster said. "This purchase enhances the chances that the East End of St. Croix will remain forever wild for the pleasure and use of Virgin Islanders and visitors and ensure the biological conservation of forests, reefs and the globally significant species residing here."
In the early and mid 1990s, Jack and Isaac Bays were slated for housing development by the Caribank Financial Group. The original development proposal was opposed by the St. Croix Environmental Association and a later plan didn’t gain needed permits by DPNR and the Coastal Zone Management committee.
Mayes said the Conservancy tried to purchase the acreage from Caribank, but after the company defaulted on a loan for the land ownership returned to the Farleigh Dickinson Family Trust. The Conservancy purchased the property from the trust.
The 301 acres now owned by the Conservancy neighbors 600 acres of land on the northeast shore owned by the V.I. government under a 50-year conservation restriction. A portion of that land was deeded to the V.I. government by the Farleigh Dickinson Family.
In effect, said Mayes, the combination of these two properties creates one of the largest conservation areas in the Virgin Islands.
Robin Freeman, project consultant for SEA, said development of the area would have been detrimental to the east end’s fragile ecosystem.
"The reef system out there is very vulnerable," she said. "To leave the area in its natural state is very, very important."
Mayes said that The Nature Conservancy’s fund raising work and international exposure will help support St. Croix’s effort to establish itself as an eco-destination. The Nature Conservancy, an international non-profit organization dedicated to conservation, has its local headquarters in Estate Little Princess on St. Croix.

Four groups opposed to Beal Aerospace’s plans to develop Great Pond Bay held a press conference Thursday to show their solidarity.
Members of the Great Pond Area Residents Association, Our Virgin Islands Labor Union, the League of Women Voters and the St. Croix Environmental Association called a press conference to dispel perceptions that only environmentalists are against the proposal.
"Our government leaders are misguided that it’s only SEA . . . opposed to Beal," said Robin Freeman, program consultant for SEA.
Beal Aerospace Technologies is proposing to build its world headquarters and rocket assembly plant near Great Pond Bay on the island’s rural southeast shore. In order to do that, however, it needs to acquire 14.5 acres of land owned by the V.I. government.
But the land, home to a youth camp called Camp Arawak, was deeded to the people of the Virgin Islands in 1974 to be turned into a park. In order for Beal to build its facility, which would be the largest single structure in the West Indies, it is proposing the government exchange the Camp Arawak land for two parcels the company owns elsewhere on the island.
After traveling to Texas to speak with Andrew Beal, owner of Beal Aerospace, about relocating the facility to government-owned land near St. Croix’s industrial zone, Gov. Charles Turnbull said he supports the project because Beal said he will pull out if the Great Pond site is taken off the table.
The governor’s position has raised the ire of Terrence "Positive" Nelson, president of the Our Virgin Islands Labor Union.
"We’re faced with a governor who feels he can unilaterally take away land given to the people" at the "behest" of Beal, Nelson said.
He urged people who are dissatisfied with the administration’s "blunder after blunder" participate in a "people’s march" on Sept. 8.
Meanwhile, the League of Women Voters is primarily concerned with the legality of the land exchange agreement, said Jayne Edwards. The League is concerned that if the Camp Arawak property is transferred, it will set a precedent that could dissuade others from deeding land to the government in the future.
Richard Austin and Bob White of the Great Pond Area Residents Association, said the group fears that Beal’s presence at Great Pond would signal the beginning of the industrialization of the area.
Along with having to acquire the Camp Arawak property, Beal must also win approval to have hundreds of acres of land rezoned from waterfront recreational use to industrial use. Austin called such spot zoning dangerous for the entire island.
"There’s no reason for people or businesses to believe their investment is sound," he said. "This whole approach seems to be an effort of putting a round peg into a square hole."
But Jose Garcia, a Mount Washington resident, said he and other people in the east end neighborhood support Beal.
"It’s not everyone that is against Beal in Estate Mount Washington," he said.
The community activist said he went to the press conference representing the residents of Estate Profit, Clifton Hill and Harvey Project who live in the shadow of HOVENSA, Vialco, the Anguilla dump and the Henry E. Rohlsen Airport.
He said the effort to have Beal relocate to the industrial zone means dumping the problem on "poor people."
"I believe it’s time that the eastern people have development in that area," Garcia said. "I don’t think they’re being honest and fair. I don’t think they want Beal on the eastern side of the island."
Although Sen. Adelbert Bryan has attempted to have the Legislature make a decision on the land exchange agreement twice, his colleagues have deferred the issue. It is unclear when the issue will be voted on.

Juel Molloy, Gov. Charles W. Turnbull's chief of staff, told the Senate Finance Committee Thursday that portions of the anticipated government reorganization plan would be revealed as commissioners and other agency heads present their individual budget requests before the committee.
Molly said presentation of the formal reorganization plan is taking longer than expected because gathering information on the operation of different agencies is a painstaking process.
During the process there have been a stream of revelations about padded payrolls, hidden jobs and a lack of sound management, according to Molloy, who appeared before the committee Thursday morning to present the budget request for Government House.
That request, originally $6,303,536, was resubmitted reflecting mandated budget cuts at $5,358,006. She said other government agencies have been directed to roll back their figures accordingly but also to present realistic numbers for what they thought they would need for the coming fiscal year.
"The governor is committed to sending you a budget that will in some way resemble what the government is actually going to do. The allotments and your appropriations don't even resemble each other," she said. "Just take Education, for example. If we were to go fully by what we have before us by now, the Education Department should be making plans to send a lot of people home. Some people shouldn't have been able to come back to school on Wednesday. In the case of the Police Department, that should have been closed already because there's no money to fund them for the rest of the year."
Molloy also painted a grim view for lawmakers on the fiscal crisis, saying through the 23 years she has served in various administrations, she had never seen the V.I. government in the state it is in today.
In responding to Sen. Sen. V. Anne Golden's characterization of the Turnbull administration as a "molasses Administration," Molloy said, "This is the worst thing you can possibly imagine so you cannot compare it with any previous administration over the last 30 years. You have to understand the depth of this mess."
Ira Mills, director of the Office of Management and Budget, said his agency could get along on $2,244,500 and still carry out OMB's mandate. The figure represents about a 5 percent decrease over the original OMB budget submitted in May of $2,327,463.
Mills also outlined other strategic plans to increase OMB's effectiveness by creating an OMB/Finance team to oversee preparation of quarterly financials, improve fiscal responsibility and accountability by delegating more budget control to the departments, implement more training programs to improve productivity, and provide broader dissemination of budget information to enhance understanding of and planning for allocation.
Hearings continue on the FY 2000 budget Friday.

Earle B. Ottley, a powerhouse in Virgin Islands politics for half a century, died Thursday morning at his home in St. Thomas. He was 78.
Ottley was widely respected in the territory, throughout the Caribbean and in national political circles as a master politician, lawmaker, journalist and union leader.
In his 34 years as a lawmaker, from 1947 through 1981, he was the single most-powerful person in the legislative body, often pulling the strings even when he wasn't sitting in the president's seat.
Ottley was born in St. Thomas on March 22, 1921. He graduated in June 1939 from Charlotte Amalie High School and later earned a scholarship to attend Columbia University in New York.
When he returned to the island in May 1945, he launched the Photo News — his first journalistic enterprise, though he had worked previously for the Mail Notes and the V.I. Daily News. His later newspaper ventures included the Home Journal and the Virgin Islands Post.
Ottley headed the Virgin Islands Labor Union in the late 1940s and remained proud of his role of fighting for the rights of working men and women. In his book "Trials and Triumphs: The Long Road to a Middle-Class Society in the U.S. Virgin Islands," he wrote:
"As I look back on the miserable, almost hopeless conditions that encouraged me to organize workers in 1948, and the dizzying improvements in the standard of living that have taken place since then, due partly to labor's victories, both in the private and public sectors, I consider my labor activity to be the most satisfying accomplishment of my career."
After Ottley retired from the the Legislature, he remained active in government and behind-the-scenes politics. He headed the Virgin Islands Status Commission and the Housing Finance Authority.
He also wrote two books, "Trials and Triumphs," published in 1982, and "The Hardball Years," published in 1994.
Ottley's death was first made public at about noon today by Sen. George Goodwin, a longtime friend, during a Senate meeting.
Tributes began pouring in immediately.
Gov. Charles W. Turnbull, who ordered flags in the territory to be flown at half-staff until after the funeral, said Ottley's legislative service "remains a record for the U.S. Virgin Islands. But even more important is the distinguished quality of his service. Much of the economic, social and political progress we have witnessed in the territory is testament to his leadership."
Beginning in the 1950s, Turnbull said, "no one individual did more to advance the political evolution of the Virgin Islands."
Delegate Donna Christian-Christensen said, "Mr. Ottley and his counterparts built the Virgin Islands from what was called a 'virtual poorhouse' to the thriving society we have enjoyed for decades. As we mourn Mr. Ottley's passing and prepare to bring in the next century without his wise counsel, I hope that we will revere his memory not only with our words, but through our actions."
Goodwin called Ottley his mentor saying, "Earle B. Ottley was one of the architects and mainstays of the Virgin Islands for over four decades. He was a great political leader and a great man."
June Adams, Democratic Party state chair, said, "Sen. Ottley was a true visionary and pioneer in Virgin Island politics. (He) was greatly admired and respected by thousands of Virgin Islanders whose lives he touched and in some small way improved."
Arrangements for a memorial service are pending.

There is a strange silence regarding Judge Raymond Finch's order of reinstatement for employees who were hired during the Schneider-Mapp administration and then relieved of their positions by the current administration.
It has been the practice of past administrations to replace unclassified employees of a prior administration with the incoming administration's own choices. This practice was challenged recently on the grounds that employees were terminated due to their political affiliation. Perhaps a major difference between the past and the present is the fact that past administrations avoided using the "disloyalty" word as a reason for dismissing "so-called" unclassified employees.
I use the term "so-called" for the purpose of distinguishing between employees erroneously labeled unclassified because a governor says so and those who according to local law are unclassified because the legislature approved those designations. When this procedure is violated, constitutional issues arise and the federal courts enter.
It is not sufficient to unilaterally use the term unclassified and succeed in enforcing the governor's will against employees.
The consequence of a prior administration's invalid appointments into the unclassified service for patronage purposes and a successor administration's attempt to terminate those appointees at the new governor's discretion, is an invitation for court intervention.
I believe that the District Court's recent intervention has implications for the merit system and the career service based upon practices of the past and recent appointments of the current administration.
– What really is the status of employees of the former Schneider-Mapp administration? If they are not valid unclassified employees, will they be added to the permanent employee roll of the government as career or classified employees?
– Since there has been no challenge to the validity of their original appointments, coupled with the fact that they have all served in government for more than two years as "unclassified" employees, not subject to the will of the governor, will they now take advantage of a provision of personnel law allowing them to elect to become classified?
– How about the employees of the current administration who are not in that limited category of unclassified employees serving at the pleasure of the governor, but who nevertheless are labeled erroneously as being in the unclassified service? After completing at least two years with the current administration, is there not an open door for them to pass through to become career or classified employees before this administration ends?
– Once a flawed appointment is made, how can it be reversed or terminated one day or one year later?
– If it is correct to conclude that the unclassified service is reserved for employees who serve at the pleasure of the governor, who then are the unclassified employees who may elect to become classified after two years of government service? Certainly not those whom the governor may terminate at will! The legislature should revisit these apparently conflicting provisions.
When a position supplement was part of the executive budget submission to the legislature, legislative ratification of the governor's designation of unclassified positions could be inferred by the budget's approval. However, we have departed from including a position listing or supplement as part of the budget process.
The consequence is that employees who were hired originally and temporarily to fill patronage positions appear likely to find themselves in the permanent or classified service in violation of the spirit of merit system principles.
What corrective actions have been taken to ensure that today's problems in this matter are not passed on to a succeeding administration with further incursions into the career service?
"Problems cannot be solved at the same level of awareness that created them." -Albert Einstein
Editors' note: Gaylord A. Sprauve is a retired public administrator.

As word spread of the death Thursday of Earle B. Ottley, words of praise and sadness came forth from near and far.
In ordering the flags in the Virgin Islands to be flown at half-staff until after the funeral, Gov. Charles W. Turnbull compared Ottley with "such giants of the Caribbean as Eric Williams of Trinidad and Tobago, Robert L. Bradshaw of St. Kitts-Nevis, Vere C. Bird of Antigua and Barbuda, Norman Manley and Alexander Bustamante of Jamaica and our own D. Hamliton Jackson and Rothschild Francis.
"The Unity Party, which Ottley founded in the 1950s, was instrumental in the 1960s remaking and reorientation of the present Democratic Party of the Virgin Islands.
Beginning with the 1950s no one individual did more to advance the political evolution of the Virgin Islands," Turnbull said.
Former Sen. David Puritz, now living in Florida, who served in the Legislature for 14 years — 10 during Ottley's tenure — e-mailed his condolences to St. Thomas Source saying, "Earle B, as we affectionately called him, was my mentor and very personal friend. It is with deepest respect and sadness that I read of his passing. To Mrs. Alma Ottley and his family, may we express our deepest sympathies and heartfelt sadness."
John deJongh, president of the St. Thomas-St. John Chamber of Commerce, expressed his sorrow both as an official of the chamber and as a personal friend.
"Earle Ottley represented to many people what they expect and desire in their political leaders, a person of passion for the job of helping others, the intellect to articulate a vision of what the Virgin Islands could be and desire to bring people together to achieve his dreams.
"While Earle may not be thought of as a businessman, he, in fact, owned several businesses and understood the weave of politics, business and government, and it gave many people in the business community comfort to know of his involvement in certain programs and initiatives.
"On a personal level, Earle is the person who approached me about participating in government as commissioner of Finance and helped me understand the relationships between good governing, business and politics."
James A. O'Bryan Jr., state chair of the Democratic Party, said, "As we close this century by witnessing the passing of this human rights crusader, we reflect with admiration and gratitude on the significant role he played in shaping the political and social development of the Virgin Islands that he loved. There is great irony that the party that he masterminded and served so long and well will meet in retreat this weekend to contemplate its future and define its purpose during the next century."
Lt. Gov. Gerard Luz James II recalled when his Uncle Randall "Doc" James was running for the Senate, "It was Sen. Ottley who persuaded the people on St. Thomas to swing their votes in favor of" James.
The lieutenant governor said there had not been an election in the Virgin Islands in which Ottley did not play a role.
He went on to note Ottley's influence in shaping the Virgin Islands economically and politically.
"Earle B. Ottley's efforts to improve the living conditions of thousands of working men and women will be remembered for generations."
Sen. Roosevelt David noted that Ottley always championed the cause of the "little man" —- especially in the areas of labor and home ownership.
"Because of his aggressive manner, he earned many admirers and just as many detractors," but David said, Ottley had the ability to bring everyone to the table to reach consensus on important issues.
"The one thing that everyone would agree upon was that he was the best of the very best."
Editors'note: For details of Ottley's life, see earlier story, "Earle B. Ottley dead at 78."

Radio One's popular morning call-in talk show "Community Exchange" will have its own exchange Monday when the show switches hosts from Anita Davis to Luana Wheatley.
The seemingly tireless Davis is taking a sabbatical of sorts and returning to Powder Springs, Ga., which isn't even on the map.
Wheatley, in deference to Davis' large and dedicated audience, said, "I'm flattered to be asked." But she has ideas of her own to bring to the show.
"We will keep to Anita's format, and still do a lot of women's interests, but I also want to devote one show a week to tourism," she said.
This is a subject with which she is well-versed.
For the past four years Wheatley has been public relations liaison to the Tourism Department's public relation agency, Martin Public Relations, a position she will retain.
Davis' multitude of other Radio One duties will be taken over by other hands.
"I will just do the morning show," Wheatley happily noted.
"Actually, my first love is window dressing," the new host said, "but when I returned home from the states, I found my skills weren't in demand."
Wheatley, a St. Thomas native and daughter of the West Indian Co.'s Calvin Wheatley, quickly turned those same solid skills into something less tangible and became involved in tourism.
She will have ample opportunity to dress the windows of Radio One between 8 and 9 o'clock weekdays, fending off callers with any number of questions and opinions.
"My fear is maybe nobody will call in," she said.
It was suggested that maybe that would be the least of her problems, as her audience will probably want to test her mettle.
"I won't have the leverage that Sam Topp or Leona Bryant ( the other two daytime hosts) have because of my position in tourism," she said, but that's not a situation she can't handle.
Mark Bastin, Radio One general manager, is excited about his new host.
"Naturally, you can't have another Anita," he said, "Luana is bright and articulate –- she has a lot of island knowledge and a commitment to island culture."
"There are so many talented people in St. Thomas, and they are unrecognized, especially by the young people," Wheatley said. She will work toward that recognition in her show.
Wheatley is not entirely new to the airwaves. She has filled in for Leona Bryan and was on the jazz station "The Breeze," at 101.3 FM in the early '90s.

Radio One's popular morning call-in talk show "Community Exchange" will have its own exchange Monday when the show switches hosts from Anita Davis to Luana Wheatley.
The seemingly tireless Davis is taking a sabbatical of sorts and returning to Powder Springs, Georgia, which isn't even on the map.
Wheatley, in deference to Davis' large and dedicated audience, said, "I'm flattered to be asked." But she has ideas of her own to bring to the show.
"We will keep to Anita's format, and still do a lot of women's interests, but I also want to devote one show a week to tourism, she said. This is a subject with which she is very well versed.
For the past four years Wheatley has served as public relations liaison to the Department of Tourism's public relation agency, Martin Public Relations, a position she will retain. Davis' multitude of other Radio One duties will be taken over by other hands. "I will just do the morning show," Wheatley happily noted.
"Actually, my first love is window dressing," the new host said, "but when I returned home from the states, I found my skills weren't in demand." Wheatley, a St. Thomas native and daughter of WICO's Calvin Wheatley, then quickly turned those same solid skills into something less tangible and became involved in tourism.
She will have ample opportunity to dress the windows of Radio One between eight and nine o'clock weekdays, fending off callers with any number of questions and opinions. "My fear is maybe nobody will call in," she said. It was suggested that maybe that would be the least of her problems, as her audience will probably want to test her mettle. "I won't have the leverage that Sam Topp or Leona Bryant, ( the other two daytime hosts), have because of my position in tourism," she said, but that's not a situation she can't handle.
Mark Bastin, Radio One general manager is excited about his new host. "Naturally, you can't have another Anita," he said, "Luana is bright and articulate – she has a lot of island knowledge and a commitment to island culture."
"There are so many talented people in St. Thomas, and they are unrecognized, especially by the young people," Wheatley said, and she will work toward that recognition in her show.
Wheatley is not entirely new to the airwaves. She has filled in for Leona Bryan and was on the jazz station "The Breeze," at 101.3 FM in the early nineties.

Andrew Rutnik, commissioner of Licensing and Consumer Affairs, has vowed to continue his crackdown of licensed and unlicensed businesses who do not pay their fair share of taxes to the Virgin Islands government.
Speaking Thursday at the Rotary II meeting at Marriott Frenchman's Reef, Rutnik said enforcement of licensing regulations is his top priority.
"Much of the time the problem lies with the government and not always with the business," he said. "In the past the laws have not always been enforced. This has changed."
Rutnik has begun the tough job of proving his claims. The severity of the problem has been understated and he feels that only enforcement of the current business laws will be the answer.
He has already locked horns with gypsy cab drivers.
"These vehicles were illegal and they were obstructing traffic," he said. "We had to put a stop to this and Tutu is now served by a properly licensed service."
According to Rutnik, licensed taxi drivers must pay their fair share of taxes. "They are a local business but with no one watching, they developed their own rules and regulations. That will change."
Rutnik also said the amnesty program didn't work for his office. The amount of money collected was almost double what was lost in penalties.
Rutnik pointed out his department is funded exclusively by penalites.
Rutnik now plans to target offshore corporations that may not be paying their fair share of taxes — or any taxes — to the territory and will keep a close eye on contractors and plumbers to be sure those businesses are properly licensed and taxes are being paid.
He said the uncollected revenue is significant. "This must end, and it will with the enforcement of licensing regulations."
Rutnik said his office has concentrated on taxis and contractors but they'll get around to other businesses in time.