Creating a Master Plan for tourism -- County to weigh future ideas at meeting today

Creating a Master Plan for tourism -- County to weigh future ideas at meeting today

By PETER GUINTA
peter.guinta@staugustine.com
Publication Date: 04/21/09

To attract future tourists, St. Johns County needs to sharpen its image and identity, create big events and traditions that bring attention to the region, bolster family appeal and "clean up its negatives," a just-released consultant's report said.

Glenn Hastings, executive director of the county's Tourist Development Council, said Monday that this early report will be refined in future phases.

"We're asking: How do we make sure we have a sustainable tourism industry into the future? We want to create an atmosphere of discovery and re-discovery (here)," Hastings said. "These are a few strategies, things we noticed right off the bat."

Additional recommendations in the Phase I Destination Master Plan include tying in with the University of Florida's plan for state-owned historic structures in St. Augustine, building a "world class interpretive center or museum," building infrastructure such as bike trails and visitor centers, and accenting Latin culture to "heat up" downtown.

"(The St. Augustine and St. Johns County Visitor Information Center) currently serves as a brochure distribution point and tour sales location," the report said. "The 45-minute film (of St. Augustine's history) is too long and not presented in a compelling way. Lack of interpretation misses an opportunity to help guests engage in the history (and) stories of historic St. Augustine."

Also, the report said the St. Augustine waterfront "appears to be an under-utilized asset" that is "currently cut off from the historic area."

The report will be presented today to the County Commission by PGAV Destination Consulting of St. Louis.

No decision on raising the county's 3 percent bed tax -- which will collect $4.5 million in 2010 -- has been made, though it has been discussed. The money is used to advertise the county nationally.

The study found surprising facts about tourism here.

One, for example, is that fewer than 10 percent of visitors come here to play golf.

"Most golf is in conjunction with corporate meetings and conventions," Hastings said. "It doesn't surprise me that the number is low. People don't go on vacation to play golf."

The next stage is creating a Master Plan for tourism is getting the hoteliers, attraction owners, government officials and other stakeholders together in a "creative idea generation" workshop.

Hastings said the date of that has not be set. But Phase II is expected to be completed by July and Phase III by September.

One problem with creating a destination identity, Hastings said, is uniting the many diverse aspects of the county.

"Diversity is a good thing, but you can't be everything to everybody," he said. "We want to reinvent and reinvigorate a destination. Things will all come together in a cohesive fashion in Phase III. It's not something that happens overnight."

#

Survey shows:

* St. Johns County is associated with history (42 percent) and beaches (31 percent).

* Higher rated among previous visitors and households without kids.

* 80 percent would recommend the county to friends, with 48 percent would definitely recommend it.

* Favorable factors: variety of things to see and do, unique attractions, quality accommodations, a place to relax, outdoor activities.

* Below average: cultural events and festivals; fun things for kids to do.

* Low perception of having historical and cultural museums or sites with a natural or ecological emphasis.

* Only seven percent played golf while in area.

* No visitor information center on Interstate 95 is a "missed opportunity."

#

Additional presentations will be at the:

* County Convention Center at 2 p.m. today

* Ringhaver Student Center, Flagler College, at 6:30 p.m. today.

Click here to return to story:
http://staugustine.com/stories/042109/news_042109_008.shtml

© The St. Augustine Record