Michael Bornn, acting Tourism commissioner, told the Senate Finance Committee the territory must change its thinking about the way the Department of Tourism does business.
Calling tourism the engine that fuels the economy, Bornn said he needs $20 million to properly advertise the territory.
"If we start at $20 million, it will tell people that we're finally interested in the game," he said.
Bornn spoke frankly about the competitive nature of Caribbean tourism — and tourism in general — and the vast sums of money being spent by other island nations to attract visitors. He told the committee Tourism must employ a toll-free phone information system and develop an Internet website because high-tech information tools have become standard in the world tourism industry.
He said Internet advertising is cheap and the way of the future.
He also blasted current policies in the Tourism Department, saying such events as the V.I. Carnival are very successful but have reached a point where they must become self-sufficient.
"They have to go out and get money for their paint, their glitter and their whatever," Bornn said.
Tourism should also stop subsidizing special events promoters who can't create successful productions on their own, he said.
Committee Chairwoman Lorraine Berry applauded Bornn's "no nonsense" approach toward the problems that plague his department and said she was confident that, given the opportunity to do what he envisions, Bornn will be a dynamic force in this government.
In its afternoon session the committee heard from the Department of Licensing and Consumer Affairs and the Public Services Commission.
DLCA Commissioner Andrew Rutnik said he wanted to increase certain licensing fees and develop a new policy for dealing with business operators who consistently submit worthless checks.
He characterized the outcome of a recent amnesty program on business license fees as unprofitable.
Rutnik also called for a crackdown on "briefcase businesses" which operate illegally without valid business licenses.
He also said loopholes that defraud the V.I. government must be closed.
"There is much corruption here," Rutnik said. "Legislation may have to be put in place prohibiting businessmen from closing their doors one day, only to re-open shortly thereafter almost at the same place of business with the same corporate management. Tax dollars go out the door."
Committee members asked Rutnik if he would consider absorbing the Taxi Commission as part of DLCA. Under the current structure the commission operates under Licensing only for budget purposes. The Finance Committee wants to cut the budget for the Taxi Commission.
Eva Richardson, acting executive director of the Taxi Commission, testified that she currently has no administrator and works in her spare time to perform clerical duties in the office.
Rutnik said he would not want to hold authority over the Taxi Commission.
PSC Chairman Walter Challenger declined to defend his agency's budget because, he said, he was given only two hours' notice to appear at the hearing, had never seen the budget before and did not know who had prepared it.
