Dann Lewis

“We have just completed one of the best tourism seasons in the history of the United States Virgin Islands, And we are looking forward to a successful summer and fall, highlighting our “Sun, Sand & Free” program.” said Dann Lewis, Director of Tourism for the U. S. V. I.
Lewis went on to say “This past winter, hotel bookings were exceptionally high, airline space was at a definite premium, charter boat bookings soared, and our stateside offices were literally swamped with requests for assistance to meet the tremendous demand for reservations.”
“Part of that success, of course, was a result of a winter that the National Weather Service stated was one of the ‘coldest in the eastern two-thirds of the United States since the founding of the Republic’.”
“Another part, proven by our ongoing Exit Study, is the fact that we have an excellent product. In that study, there is a high degree of satisfaction expressed by our visitors. They are pleased with the natural beauty of the islands, the friendliness of the people they met, the physical layout, the hotels, service and activities. This helps us understand why we have such a high return-visitor ratio as compared to other destinations.”
“And another part, of course, is our advertising program presently running in the northeast corridor of the United States.”

Dann Lewis continued, “Other research indicated that the market for travel to our islands came from the northeast and that it was an upscale one. Our winter market was basically a couple in their early 40’s, planning to spend a week in the sun. Their main interest was ’sun, sand and sea by day, dinner and a little music at night.’ A low-key, relaxing vacation.”
“Further research also showed, however, that most travelers think the ‘all islands in the Caribbean are basically the same.’ So we had to sell them on an island vacation to our islands. That same research also showed that 60% of the traveling market didn’t know that the Virgin Islands were part of the United States, even though they were labeled ‘U. S.’
“Our positioning: that the Virgin Islands is the ‘United States Virgin Islands.’ (This gives the traveler a certain ‘comfort’ - the language is English, the currency, the U. S. dollar - there is a certain stability of Government.) We also stress the fact that we are a year-round resort destination.” said Lewis.

“Our attitude: a sophisticated one, stating ‘It’s not just what you do. It’s where you do it.’
Our visuals: people you’d like to be with, doing things that you’d like to do.

And then our theme: “What A Life.” Once we had the material for our campaign, we then had to decide upon our media. For once again, it’s not just what you do, it’s where you do it. To reach that upscale dual-audience that was our market, part of our media strategy was a continuing regional buy in Newsweek (New York, Boston, Philadelphia and Washington, D. C.). For it was here in the northeast corridor that we had the best airline service to the Virgin Islands.” Dann Lewis concluded: “We have just completed our third year with our buy in Newsweek. Until 1977, it is interesting to note that 1976 (when the winter wasn’t really cold at all) was our best in years.”"Could it be the advertising?”

from: Newsweek, May 2, 1977

Tourism Director Dann H. Lewis announced recently that THE TRAVEL ADVISOR, an independent national travel publication rated the U. S. Virgin Islands information and sales offices and the promotional literature which they distribute to the travel trade and consumers, among the top five tourism offices thought the United States.

Tourism is the lifeblood of the U. S. Virgin Islands economy, and the jobs and tax revenues that are created by tourism are particularly important during these economically depressed times.

Dann Lewis and other tourism officials in the islands are viewing with cautious optimism current signs of revival in the once vibrant tourist industry in the Virgin Islands (prior to the Fountain Valley incident). “This revival will continue only if everyone concerned contributes maximum effort and strives for excellence” Lewis said.

The excellent rating awarded the promotional activities of the offshore offices and should serve as an inspiration to all who are involved in the U. S. Virgin Islands tourism industry. This paper joins Commerce Commissioner Rimpel, Tourism Director Lewis, and the entire Division of Tourism in saluting the offshore office personnel and Greengage Associates Advertising, for a job very well done.

from: The Conch Shell, September 1977

USVI Tourism Director Dann Lewis denies that he has a magic formula. Whatever he does have seems to work.

I was boarding American Airlines Flight 625 at Kennedy bound for St. Thomas and St. Croix. I reached the door to the bridge at exactly the same time as another man did. “After you” I said.
“No, no, my friend, after you.” he responded in a heavy West Indian accent, “after you, and welcome to the US Virgin Islands”.

I was pleasantly surprised at the man’s warm, sincere welcome, particularly since we were still 1,500 miles from his home. My inbred New York cynicism led me to question him later. “Are you with the Virgin Islands Tourist Office?”

“No, no mon. I’m a taxi driver. I’ve been up visitin’ my boy in Chicago.”

The flight was full - as were most flights to the Virgin Islands last winter according to American Airlines and Eastern Airlines. I had also heard that hotel occupancy rates were in the 90’s. This was not the Virgin Islands of four or five years ago when you could virtually guarantee space without checking.

I asked Dann Lewis, recently appointed director of tourism, if he could explain this resurgence in tourism.

Lewis is credited to a great extent with engineering the revival of the Bahamas tourist industry. Perhaps he had some secret formula that he carried with him when he took over as director of tourism for the USVI last July.

Of course, Lewis denied the existence of a rejuvenation formula, just as he disclaimed credit for masterminding the revival of tourism in the USVI and the Bahamas. But his description of those remarkable turnarounds had three common themes: development of new markets, compilation of tourism data (market research) and inspired promotion.

“While the 1967 - 70 was a soft period in Bahamas tourism,” Lewis explained, “tourism to the Bahamas and the Caribbean in general had declined in 1973-74.” The economy was depressed worldwide, pleasure travel had ebbed, and many destinations that had traditionally depended on lucrative U. S. markets were beginning to explore other possibilities.

“The Canadian scene really exploded with the introduction of ITC’s,” Lewis said. “New market development in Canada and Europe was one reason for the revival of tourism in the Bahamas. Western European business was expanded tremendously, particularly in Germany, France and England.”

Do those markets offer any potential for the expansion of the U. S. Virgin Islands tourism product?

“We are looking at Canada, and we are making some preliminary forays into Western Europe, which, due to a lack of direct air sevice at the moment, are confined to a slow building of awareness among the travel trade.”

Not all new markets are foreign however. ”We are certainly interested in California. We have had some discussions with Delta in an effort to develop their traffic flow from the West Coast through New Orleans.” Additionally Lewis said that both Western and National have expressed a willingness to promote the USVI as an onward destination from Miami.

Much of the Bahamas new market development was based on the collection of hard data on tourism. In fact, Lewis believes that the Bahamas today “probably has the best statistics on inbound tourism.”

While the U. S. Virgin Islands have some unique tourism advantages ($200 duty free limit, US currency, language, lifestyle and immigration considerations), there is one distinct disadvantage in the area of data compilation: “Because we are a U. S. territory, we have no data on visitor statistics that would normally be collected at international arrival terminals,” Lewis explained.

So following the example of what Dann Lewis believes is the best informed tourism plant (Bahamas), the Virgin Islands undertook an exit survey in January 1976. “We have already gotten a good deal of demographic data that has shaped some of our marketing this summer in the ‘Sun, Sand and Free’ program,” Lewis said. “But there is no history, and we have got to start building up a data bank. It is difficult, expensive and time-consuming.”

While Lewis believes that the basic quality of the USVI’s product has remained intact over the years, he also feels that effective promotion has played and important role in the territory’s turn-around - “promotion coupled with a general strengthening of the economy, an increase in travel overall and the continued impovement of services by American Airlines.”

The problems of the Virgin Islands are a thing of the past. With expanded and enlightened promotion, the USVI should have a respectable summer and another record-setting high season. The Division of Tourism will continue to explore new markets; they now have the marketing data they need to pinpoint their always aggressive promotion campaign, and if our amicable cab driver friend is as smart as he is hospitable, he’ll visit his son in Chicago next year during the off season.

USVI Tourism Director Dann Lewis denies that he has a magic formula. Whatever he does have seems to work.

from: ASTA Travel News, by Albert Walters, May 1977

BAHAMASAIR, the new Government-backed national airline of the Bahamas flew its first services on Monday, nearly two weeks ahead of its July 1 target date.

The carrier has taken over all domestic links from Out Island Airways and Flamingo Airlines, and is operating the Bahamas to Miami service with a BAC One-Eleven.

Dann Lewis, assistant director of the Bahamas Ministry of Tourism and chairman of Bahamian Air Carrier Holdings, Ltd., parent company of the airline said in London that the short term goal was to provide the islands with stable air services .

Dann H. Lewis confirmed that the carrier plans to acquire two or more One-Elevens, the second of which goes into service on August 1, and eventually resume more of the old Bahamas Airways services to Florida.

from: Nassau Guardian, June 1973

The first priorities of the newly launched Bahamasair (TTG, June 22) is to provide stable services domestically within the Bahamas, and internationally to Miami and other U. S. gateways.

Mr. Dann H. Lewis, chairman of the new Bahamas flag carrier, said in London last week that Bahamasair would try to maintain the best possible services in the islands and also through the Miami gateway. The next step would be to set up U. S. interline links from Fort Lauderdale, West Palm Beach and Tampa. A study of longer haul routes will be made in 1974.

Mr. Dann Lewis, who announced last week that the carrier has launched scheduled services almost two weeks ahead of schedule, said reliable services were of vital importance in the Bahamas Out Islands.

Mr. Lewis said the carrier would have exclusive rights for all domestic flights, and first option on international routes. Lewis confirmed that negotiation are being finalised for Bahamasair to operate a route to the Turks and Caicos Islands.

The Bahamian government was assisted in the formation of the new carier by an airline negotiating committee under the direction of Mr. Clement Maynard, minister of tourism. Dann Lewis, who was chairman of the negotiating committee and now chairman of the new airline itself, said: “The formation of Bahamasair is the culmination of two years of effort.”

“Slow progress was made in the first 22 months of negotiations, with rapid developments taking place in the last two months.” The setting up of a national flag carrier in any part of the world is a complex business, and it is far from unusual for new carriers to bypass their launch date. Yet, Bahamasair launched its services two weeks ahead of its July 1 target.

Bahamasair’s total staff is now about 300 which includes flight attendants, reservations agents and airport personnel. Dann Lewis said additional staff would be required as the airline receives more equipment and expands its services.

Concerning Bahamasair offices abroad, Lewis said an office in Miami would initially be the first. He added that the airline would be relying heavily on Bahamas Tourism offices in the U. K., Europe and North America to provide support. Billboards and advertisements will also be used employing the slogan that “Nobody knows the Bahamas like Bahamasair”.

Dann Lewis went on to say that negotiations were already underway for international joint fares and interline agreements with many of the worlds major flag carriers to facilitate “through” passenger itineraries and ticketing from international points to Nassau, Freeport, and all of the Bahamas Out Islands.

from - TTG, June 1973

TOP MAN in the Bahamasair organization, the new Government backed airline which starts flying on July 1 is Dann Lewis, assistant director of tourism, carrier relations at the Bahamas Ministry of Tourism.

He has been appointed Chairman of Bahamian Air Carrier Holdings, Ltd., parent company for the fledgling airline. His title will be Chairman of the Board for BahamasAir.

Also named is a board comprising Ellison Thompson (permanent secretay to the minister of tourism); William Allen (director of research, Bahamas Monetary Authority); Walter Johnson, Jr. (an aviation marketing consultant); and G. Jack Miller (of R. Dixon Speas Associates, the US based consultants).

from: Travel News, London, England, May 1973

Our Time Machine has us one hour east of the South Florida coast at 7,500 feet, traveling at almost 200 m.p.h. when the island of Eleuthera rose up from the sea. I throttled back and pushed the nose of the single engine aircraft into a gentle descent. The windshield of the Bellanca gradually filled with a view of the lush green island rimmed with it’s famous pink sands and wearing necklaces of white, then pale green and finally, dark blue water.

This is the way to arrive in the Out Islands of the Bahamas, in a time machine that lets you overfly the clink of the dice and the noisy crowds of Nassau and Freeport, and land at the quiet, serene island of Eleuthera which, like most Out Islands is still dominated by sea, sun and yester-year; an ambience of warmth and contentment that has long since disappeared from most spots on this earth.

The Out Islands are for people who know how to enjoy doing nothing. Take the Current Club. It is hard by the village of Current on the northern tip of Eleuthera. People who travel the Out Islands say the Current Club typifies the better of the small resorts. One reason is that it is owned by Dann H. Lewis, assistant director of the Bahamas Ministry of Tourism.

His manager, Peter Smith greets guests warmly. Doors to the cottages are never locked. The cottages are nestled in a grove of Casuarina trees and surrounded by coconut palms, sea grapes and hibiscus bushes.

Days usually begin with a bounteous breakfast followed by a dip along a three mile stretch of sandy shores that is perfect for skinny-dipping, and is only five minutes away by fast golf-cart. Two side-trips that should be musts for guests at the Current Club are Spanish Wells and Harbour Island. Both of these trips are close enought to get you back to Current Club for the al fresco lunch served on the patio a few feet from the edge of the ocean. Meals here are above average and are certainly “Bahamian fare” - such as lobster or grouper.

So if you’re a bum at heart, or want to learn how to become an expert at doing nothing, the Current Club is for you. And, if you are a qualified pilot (as is the multi-faceted Dann Lewis) you can leap Georgia and Florida in a single bound and touch down in paradise. The owner of Current Club, Dann Lewis, is now running the Ministry of Tourism for all the Bahamas Islands, and is embroiled in starting a new airline that will serve Eleuthera and other Out Islands from Nassau and Freeport.

from: Atlanta Magazine, August 1972

The next chapter in Dann’s remarkable career will be the birth of Bahamasair, the national flag carrier of the Bahamas.

ELEUTHERA, Bahamas - The northern tip of this Caribbean Isle has blossomed overnight into a resort because of a young Boxford, Mass., man who can’t wait to get back to college.

When Dann H. Lewis first gazed on Northern Eleuthera’s rough coral land and heavy brush 18 months ago, he was awaiting graduation from Dartmouth and acceptance from M. I. T. But the sight of this untouched real estate in the Caribbean pushed Tech out of his mind - temporarily.

Since receiving his degree in English from Dartmouth, Dann Lewis has become president of two companies connected with the Current Club, which opens on once wild terrain, on December 27th.

The Current Club is five duplex cottage units in a coconut grove, a clubhouse, and a dock equipped for all types of boating. The Bahamas’ best fishing areas, four hours travelling time (by water) from Nassau, at 10 minutes away.

The 23 year old Lewis, a graduate of Winchester, Mass., High School is now president of two firms: The Current Club Ltd., composed of family members and personal friends from the Boston area; and the Current Development Co., solely a family organization with plans to build a dozen exclusive winter homes in the area for outright sale.

The two firms were organized by young Lewis, who saw possibilities in North Eleuthera because of a nearby airstrip served by two flight daily from Nassau via Bahamas Airways, and a north-south highway to open by the end of December.

The blond, boyish looking Lewis proposed his idea to a willling investor, his father, Robert C. Lewis, president of Calidyne Co., Winchester, a division of Ling-Temco Electronics.

Dann, postponing acceptance to the electrical engineering school at the Massachusetts Institute of Technology, began construction of his resort in March, 1960.

from: The Boston Sunday Herald, 1960

Eleuthera, an out island in the Bahama archipelago, is the proverbial conglomerate of sea grape, coral reefs and sun.

There is an unwritten law that permeates the thinking of the people of this 110-mile long “escape hatch” from mainland ulcer production. Simply: “you needn’t fear anything ‘organized’ here!”

A half-hour trip by plane from Nassau, Eleuthera (from the Greek word “eleutheros” meaning “free”) is the mecca of shallow flats, the epitome of Bahamian villages and settlements, and a retreat from the rush rush rush of the business world. Eleuthera and neighborly residents have everything from comfort and excitement to climate and cocktails.

“Sir, you’ll just have to be able to entertain yourself here. We don’t dress for dinner, we don’t plan a day’s activities, and we don’t try to force a good time on you,” Dann Lewis welcomes a guest.

Dann Lewis is a 23 year-old Dartmouth graduate who planned and developed his little club hard by the northwest sector of Eleuthera.

“We believe people want a vacation, not a swap in timetables, so that’s what they get,” Lewis continues. “That’s why we keep Current open in all four seasons. We want something for everyone.

Current serves as a typical example of the local modus operandi of Eleuthera. Current was begun, using only local help in August of 1960.

Accommodations for 24 and solid bookings through April was achieved by November. And the plans did not end there. “We’re starting construction to accommodate at least 150 before we’re through,” Lewis said. “After we’re finished dredging to dock boats with no more than a six feet draw, we will use the club house for a yacht club and build a new and bigger dining room and lounge area.

So what is the attraction of the more undeveloped out islands of the Bahama chain?

“You have to see this place to know” recalls Dann Lewis, who hails from Boston. “This particular spot where I built the Current Club was no more than an overgrowth of coral and sea grape. It is just breathtakingly beautiful and unspoiled.”

from: Palm Beach Life, August 1961

Good progress on a big new development at the Current, Eleuthera, was reported Friday by a young American Businessman, Dann H. Lewis, of Hanover, New Hampshire.

Dann Lewis, who at 22 must be one of the youngest overseas investors ever to come to the Bahamas, is President of the Current Development Ltd., a family owned company. The firm will be spending the next two years on the construction of some 20 duplex-type beach homes on the south side of Current Island. A Club, to be known as the Current Club will also be built on the south side together with a marina with a fueling dock, and water and power facilities for visiting yachtsman. Dann Lewis said Friday that already two private homes and one duplex had been completed at the Current, and five more buildings are under construction. The main clubhouse is scheduled for completion by mid-December, in time for the winter season.

Current Development Ltd. has bought 25 acres of land with magnificent beach frontages on the north and south sides of the island. There are good anchorages for yachts and swimming conditions that are ideal.

When the main club house is completed, Lewis said boats will be available for water skiing and fishing. The development is near the Current villages and near to the airstrip and main road.

Dann Lewis first came to the Bahamas during his vacations from Dartmouth College. He and his family were so impressed with the beauty of the islands that they formed the Current Development Ltd. to invest here. Lewis, as chief shareholder and President, came down on the eve of his graduation from Dartmouth to start operations in March of this year. He is enrolled as an electrical engineering student at the Massachusetts Institute of Technology (MIT), but has taken leave of absence in order to undertake the project. Local Bahamians will both build and staff the new resort property.

from: Nassau Guardian, August, 1960