Assessing the tourist trade -- In a challenging economic climate, the Oldest City is looking at strategies
MARCIA LANE
marcia.lane@staugustine.com
Publication Date: 07/12/09
On Saturday morning Lynda Brown was doing what she does best -- weaving a tale.
As "Amanda Morgan" she introduces tourists to life in the Old Jail in 1909, including visits to cells, the sheriff's home and the jail kitchen complete with a possum in a pot.
"From now on, you address me as ma'am, do you understand?" she asked one early morning group, plopping down her wooden stick. One end sported an alligator's claw.
She warned the group against cursing, spitting and disrespect, telling them she had been told they were an unruly lot. The visitors loved it. And they all remembered to call her ma'am during the tour.
Brown works with approximately 12,000 other people directly employed in the hospitality and tourism industry in St. Johns County. Another 27,000 indirectly work in businesses that visitors will use.
That army of nearly 40,000 is part of the reason tourism is vital to the economic well-being of the Oldest City.
And these workers directly feel the impact of a sagging economy.
Addressing decline
St. Johns County tourism officials are seeking ways to address the lower number of tourists here.
Officials say while numbers remain down, the overall picture is better than in September 2008 when the stock market plunged and corporations began cancelling conventions and meetings, which hurt the local market the most.
"It's not vacationing as much as the meeting market (that's down). Conventions have come to almost a complete stop," said Glenn Hastings, executive director of St. Johns County Tourist Development Council and president of the Visitors & Convention Bureau.
"(Lodging has) been down consistently between 14 and 20 percent each month," he said.
And while the leisure market is "fairly strong" that's probably because hotels are dropping rates in order to get that vacation crowd. That's sent the amount of bed tax collections down as well.
Also lower are the visitor counts, and those who do arrive don't stay as long, figures show.
"The length of time is short, really short, and so is the turnaround. People are making reservations two days out," Hastings said. "Definitely, they are a little bit on the cautious side and they are not spending as much."
Consumer confidence was starting to rise, and tourism and hospitality industry officials were optimistic in the spring but then gas prices began another climb and people cut back on driving.
"We had a real good Fourth of July period, but after that Sunday it certainly has been quiet," Hastings said.
And that's not good news since summer, along with March and April, are two of the peak seasons for tourism. "We're running out of summertime," Hastings said.
Corporate cuts
What's hurt business the most, though, is the loss of corporate meetings.
"Lots of times people say tourism is down because the bed tax is down. It's because the corporate meetings have gone away for awhile," Hastings said.
When will that improve?
"Right now the prognosis is that it's going to be 2010 and probably toward the second quarter (of that year) before things get better," Hastings said.
In the meantime local tourism officials continue their advertising and branding campaign and seek other ways to attract new tourists and new money.
Many older Floridians hit by the stock market fall are feeling the pinch and aren't spending money as they once did. Housing and insurance crises have also dampened spending.
The VCB increasingly reaches outside this area, advertising in competitive places like Georgia and the Carolinas.
"Florida, which has been our bread and butter, has changed. We've started shifting a little more of our marketing toward Atlanta, to Georgia, to Savannah, to North Carolina, to Charlotte," Hastings said.
Barbara Golden with the VCB said the type of tourist St. Johns County attracts has been a help.
"We're fortunate in the kind of destination we are. We're a family market," she said. "More than 50 percent of our visitors are in-state travel. Another large number comes from Georgia and the Carolinas. We have a good market base."
TO FIND OUT MORE:
www.ShareaLittleSunshine.org
www.stjohnscountylocals.com
Two new programs are designed to help involve locals in the tourism process.
In May, St. Johns County joined in the state's Share A Little Sunshine.
This marketing effort by the state of Florida seeks to get residents to help stimulate local economy by inviting friends, family and customers to the state. Residents are encouraged to use e-vites over the internet to encourage visitors. Each invite sent earns the sender a chance to win a vacation in the state.
"More visitors mean more badly needed sales tax collections to fund essential public services," said Glenn Hastings, executive director of St. Johns County Tourist Development Council and president of the Visitors & Convention Bureau.
He noted it also increased awareness of the great vacation opportunities available in St. Johns County. The contest runs through Aug. 6.
Now the VCB is stepping up the effort to promote the value of tourism to the area.
Last week the VCB and local businesses kicked off a dedicated web site that offers "deals" just to St. Johns County residents.
As of Saturday, 15 offers were on-line with most offering residents a chance to save anywhere from 25 to 50 percent off on attractions, lodging and beverages.
Barbara Golden with the VCB said there's a double purpose to the site. She said it encourages residents to "get out and support those businesses and then our businesses are stepping up to the place with special offers, getting local visitors in their doors."
Knowing more about the community will become increasingly important as two major celebrations draw near, she said.
One is the 500th anniversary, in 2013, of the discovery of Florida by Ponce de Leon. The other is the 450th anniversary, in 2015, of the founding of St. Augustine.
Financial impact of the events for St. Augustine are expected to be in the millions.
"We all have to become ambassadors," Golden said.
VISITOR PROFILE
Where are you staying while in St. Johns County?
Hotel/Motel/Resort 45%
With friends/relatives 7%
Bed and breakfast inn 5%
Campground/RV park 2%
Excursionist 38%
Is this your first visit to St. Johns County?
Yes, first visit 18%
No, been here before 82%
Are you traveling with kids on this trip?
Yes, with kids 28%
No, not with kids 72%
Source: 5/2009 VCB visitor profile data
St. Augustine, Ponte Vedra & The Beaches Local Campaign- Summer 2009
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