How important is the new British Airway service to the city?
It is incredibly important for our tourism sector but also for other industries and from a general economic perspective. There are a number of businesses in St. Louis with ties to London, so this will provide a lift for our entire economy.
This is the first time in 23 years we have had a non-stop service from the UK. Back then, TWA operated from London Gatwick so the British Airways service out of Heathrow is a game changer for St. Louis.
The service is operating four times a week during the summer season, using a Boeing 787-8 aircraft, and we are encouraged so far by the early success of the route.
To mark the inaugural flight, we held a function at the U.S. Embassy in London. There was a very good buzz in the room and a lot of interest in our city, but it was clear that Louis is somewhat unknown for many British travellers.
How will the city benefit from the new British Airways service?
I anticipate the new flight will increase awareness of St. Louis as a destination in its own right.
That is, we are hopeful it will identify us as not just a gateway to travel through but as a hub for Mid-Western cuisines, authentic Americana, historic attractions and more.
Many people know about St. Louis as one of the starting or stopping off points for Route 66, and many come to the city, or travel through it, as part of a nostalgic trip along the “Mother Road”.
When you think about those historic icons of R66 – the roadside motels, the diners, Fred Drewes frozen custard, etc – these are now more accessible.
But there is so much to do in the city itself that we hope more travellers heading to St. Louis will stay and explore.
Those who do might be surprised by what the city offers. For example, Forest Park, which is bigger than Central Park in New York and one of largest urban parks in North America, has multiple facilities and attractions including an outdoor theatre with shows in the summer.
The timing is also important as later this summer Kansas City, which is not too far for us, will host FIFA World Cup matches.
Along with the British Airways flight, Lufthansa has added additional capacity out of Frankfurt.
A lot of U.S. cities have seen a plateau or a decline in international travel, but we have seen growth and are optimistic this will continue.
Forest Park is bigger than Central Park in New York and is one of largest urban parks in North America
Is St. Louis considered a gateway to touring options in both the western and southern U.S.?
Historically, St Louis was often the starting point for western expansion, thus its nickname “Gateway to the West”. Today, many travellers from those northern U.S. states travel through St Louis, heading south.
St. Louis is an ideal starting point for a cultural road trip through the heart of America and train enthusiasts can easily connect to cities like Chicago, Kansas City and Dallas via Amtrak’s services.
How can visitors explore St. Louis’s many diverse neighbourhoods?
Yes, we say St. Louis is 78 neighbourhoods looking for a city.
They each have their own identity. For example, The Hill is an iconic Italian neighbourhood, while Soulard, with its French roots and cobblestone streets, hosts the nation’s second-largest Mardi Gras and is home to Anheuser-Busch, where visitors can visit the home of Budweiser and see their famous Clydesdale horses.
Central West End is one of the city’s most vibrant and upscale areas that is known for historic architecture, boutique shopping, and a great restaurant dining scene. It borders Forest Park and is popular with visitors thanks to its walkability.
Maplewood and Kirkwood are both neighbourhoods with Route 66 heritage.In Maplewood, classic diners, bowling alleys and hardware stores recall the road’s heyday.
The Grove is trendy district with a strong LGBTQ+ scene, nightlife, street art, and independent bars and restaurants. It’s one of the city’s most creative and fast-evolving areas.
Today’s travellers are looking for destinations where their pounds stretch as far as possible. What does St. Louis offer in this regard?
St. Louis is one of the more affordable U.S. cities. We know travellers are looking for value for money and they will find it in St. Louis. Hotel rates are so much more affordable than other U.S. cities. In addition, many attractions of the main experiences are free, which means we can offer guests significant increased value.
A few years ago, the residents of St. Louis agreed to tax themselves to pay for the running of several city attractions. The thinking was that if residents pay for these and make admissions free then visitors will come back time and time again – and it seems to be working.
Free-to-enter attractions include the Saint Louis Zoo, Saint Louis Art Museum, Science Centre, the Missouri History Museum, the Cathedral Basilica of St. Louis, the Gateway and Arch National Park.
And for baseball fans the Rawlings Experience is an immersive baseball experience combining retail, history and hands-on activities like trying out the latest bats in a high-tech batting cage. You can even design your own glove with expert guidance, just like a pro player.
And we can’t talk about St. Louis without mentioning the city’s musical heritage. Is it one of the USA’s top venues for live music?
It really is. You can see just about every genre of music. Whether it is country, jazz, blues, rock and roll, hip hop, house or many others, live music is available across the city every night of the week.
Sir Paul McCartney is among those who has commented about the roots of rhythm and blues St. Louis. Artists such as Chuck Berry and Tina Turner were from the city, but several current artists, like Nellie, are also recording here.
Also, just to underline the scope of our musical heritage, the nation’s second-oldest symphony orchestra is from St. Louis, and it is now playing in the beautifully renovated Powell Hall.
This is the year of America’s 250 Independence celebrations, but St. Louis has a rich history of its own. Could you explain how deep and far this runs?
Yes, we do, but not everyone knows that some of the most consequential American history took place in St. Louis.
In fact, St. Louis’ history is often the history of American history itself. And this has a lot to do with its geographic position at the confluence of the Missouri and the Mississippi rivers, which saw it develop as a crossroads hub for commerce and that connection continues today.
For example, in 1803, following the Louisiana Purchase, President Thomas Jefferson commissioned two explorers, Captain Meriwether Lewis and Lieutenant William Clark, to explore the vast new territory. They set up camp just north of St. Louis, and the following year set off, travelling up the Missouri River into unknown lands – the so-called westward expansion.
And later, the right for women to vote started in St. Louis as early as the mid-nineteenth century and women in St. Louis – and across the U.S. – finally gained full voting rights in 1920 with the Nineteenth Amendment to the United States Constitution.
The city is also where a lot of the sit-ins that led to the Civil Rights Act started.
In fact, in the past year renovations to the Old Courthouse, which is near the Arch, have been completed. It was here that some of the most significant legal cases in U.S. history were heard in the last century.
And next year we will celebrate the 100th anniversary of Charles Lindburgh, who was from St. Louis, flying the first transatlantic flight in her spirit of St. Louis aircraft.
Some of the most significant legal cases in U.S. history have been heard at The Old Courthouse
Do you expect St. Louis to benefit from proximity to Kansas City, which is one of the World Cup host cities this summer?
The early data suggests we will see a solid bump from those who come.
Ticket buying and hotels reservations haven’t happened as nearly as fast as the host cites expected but they are starting to see a pickup. So much so that Amtrak as added another extension to its schedule between Kansas City and St. Louis, about a 3.5 four-hour train ride
One of the stops is Kirkwood, which has a 12-foot R66 sign right there at the station – one of the most Instagramable locations for those on R66.
With British Airways adding flight capacity, we are expecting a sizeable audience to visit between the games – particularly as Kansas City is the host city base for the England squad.
We know there will be people travelling without tickets, but who still want to experience the buzz of a U.S. World Cup. We are anticipating a bit of a lift but not sure how the extent of that will work out.
In St. Louis, we will have a big screen up in Ballpark Village, the new development next to Cardinal Stadium.
Also, screens will be available in some of our neighbourhoods were. For example, a Peruvian restaurant in Delmar, will be the host site for those wanting the watch games.
As a side note, when the Olympic Games are held in Los Angeles in 2028 St. Louis will be hosting some of the soccer matches.
Is there anything new in the city you would like to highlight?
Next year, Saint Louis Zoo will open a second location called Wildcare Park. It will be safari themed, with rhinos, giraffes, zebras and others that visitors will see in a more natural habit.
The facility will include glamping units onsite. Wildcare Park will not be in the same physical location as the zoo, which is in Forest Park. Instead, it will be on the northern side of St. Louis. Again, the vision here is that if we invest in attractions worth visiting it will draw international guests.
Down by the Mississippi, not far from The Arch, Laclede’s Landing is a cobblestoned area going through a renaissance, its old warehouses now home to popular restaurants like the Old Spaghetti Factory.
There are a number of projects planned or are starting within a five- to ten-minute walk of the riverfront, which will spark a renaissance in that area of the city.
Gateway Arch National Park has also finished its grand expansion and now covers over 91 acres of urban green space to explore.
Looking longer term, the park is looking at expanding its facilities to across the river to Illinois, which would see the tallest monument in the U.S. extend its reach over two states.
On the Illinois side of the river there are a lot of eco-tourism offerings like walking and biking trails and natural habits. It is a long-term vision but if it comes off it would change the nature of the park experience in a positive way.
In short, we have a lot of reasons for visitors to come visit us!
