New Tourism Campaign Plays Off Rockford's Ranking as 'Miserable' City
By: Scott Picken
Updated: March 7, 2013
ROCKFORD -- The Rockford Area Convention and Visitors Bureau thinks 'misery' can be a draw.
One week after 'Forbes' magazine ranked Rockford as the 3rd 'Most Miserable' city in nation, the RACVB will launch what they call a "spirited, tongue-in-cheek campaign in response to the ranking." The campign is called Misery Loves Company.
RACVB Chief Executive Officer John Groh said in a news release, "I think you'll see that Misery Loves Company will prove that if Rockford is miserable, there are probably many, many other communities around the country that could only wish they are as miserable as us." He points to the city as an attractive place for tournament organizers, meeting planners and leisure travelers. He points to attractions like the Anderson Japanese Gardens, Sportscore One and Two, Magic Waters, Coronado Theatre, the Rockford IceHogs, the Discovery Center Museum and Aldeen Golf Club.
Groh adds that the community at large has questioned the accuracy of Forbes methods, which cited Rockford's violent crime problem, lowering property values, high property taxes and a cold climate for the ranking. So will a campaign which calls attention to those negatives really work? The RACVB says they're commited to it, promising 'more to come.'
