A LITTLE BIT OF COUNTRY ... AND A WHOLE LOT OF FAMILY FUN

Rough Notes, Jan 2004 by Boone, Elisabeth

Tourism, of course, isn't just about glitzy attractions and jam-packed hotels. Branson's transformation couldn't have happened without significant improvements to the area's infrastructure, Edd Akers points out, and municipal leaders have been visionary in accommodating the area's rapid growth. U.S. Highway 65 was widened to accommodate the increased traffic through downtown Branson, and feeder roads were constructed to ease congestion along the Route 76 strip that houses most of Branson's 40-plus theatres plus countless hotels, motels, restaurants, and shops. Water, sewers, electricity, gas, sanitation, law enforcement, fire protection, and health care resources also have been expanded to support the businesses that cater to Branson's 7 million to 8 million visitors each year. All of these facilities require insurance and risk management services, as do the commercial and residential contractors and engineering firms that build infrastructure and construct buildings.

Diverse clientele

Not surprisingly, the wide array of risks that compose Branson's economy make for a diverse client base for local independent agents. Akers & Arney writes a significant amount of this business. "Because of the variety of risks, we have to be generalists rather than specialists," Akers says. At the same time, he adds, "We've had to grow in areas where most agencies don't normally grow. Our three largest sources of premium volume are theatres, lodging, and restaurants." These classes account for some 35% of the agency's premium volume.

When the Branson boom began in the 1970s, Akers says, many of these businesses were small and locally owned. "The first theatres originally had only a few hundred seats. The Presley Theatre (no relation to Elvis) expanded from 900 to 1,600 seats. The Grand Palace today has more than 4,000 seats, making it the largest in Branson." The same was true for lodging, Akers says. "In the 1970s and '80s, we had a lot of 40-unit motels run by families, who were able to make a nice living. We still have a few, but most hotels and motels today are run by chains." Something that sets Branson apart from many entertainment destinations, Akers points out, is the fact that many stars live right in town. "A lot of our performers established theatres here because they were tired of touring all the time and wanted to settle down with their families," he explains. "We see them around town all the time."

Despite the trend away from local ownership, Akers & Arney insures about a third of Branson's theatres, including the Grand Palace, which hosts such country music legends as Eicky Skaggs, the Oak Ridge Boys, Loretta Lynn, George Jones, Merle Haggard, Alison Krauss, Mel Tillis, and Charley Pride. Other clients are the Yakov Smirnoff Theatre, where "the world's funniest Russian" draws crowds who love his raucous "What a country!" humor; Sullivan Productions, which produces shows for Larry Gatlin and the Gatlin Brothers; and The Baldknobbers Theatre, home to Branson's oldest act, which has been delivering its unique brand of country, gospel, and comedy since the 1950s. Another major client is the newly opened Roy Rogers and Dale Evans Museum and Happy Trails Theatre. Akers & Arney writes the group insurance for Kanakuk Kamps, one of the country's largest Christian sports camp organization, which has 11 locations in the Branson area.