Conference Examines Tourism’s Worth to County

CREST HAVEN – Freeholder Director Gerald M. Thornton opened the Cape May County Tourism Conference May 13 making clear the importance of tourism to the local economy. “It’s our life blood,” he said. The statistics demonstrated that his description could even have been an understatement.
In 2014, tourism expenditures in the county totaled $5.8 billion and that is without counting the second home rental income that brought in another $1.9 billion. The increase in tourism spending from 2013 was a healthy 5.2 percent.
For most of the year, the county is a small community of less than 100,000 residents. That population grows eight fold during the tourist season. With just over 48,000 total dwellings, the county boasts the highest concentration of second or vacation homes in the state. Over 50 percent of such second homes across the state are in Cape May County.
Tourism is king and the annual tourism conference was all about how to continue to grow the county’s major industry. It was also about how to lessen the negative aspects of a seasonal economy with efforts to extend the season and use tourism as the foundation for enterprises that offer year-round employment.
Held at the county Administration Building, the conference gave attendees insights from Thornton, Freeholder E. Marie Hayes, State Assemblyman Samuel Fiocchi, (R-1st), N.J. Division of Travel and Tourism’s Phyllis Oppenheimer, county Director of Tourism, Diane Wieland, as well as presentations by Ryan Krill, founder of Cape May Brewery and Kevin Celli, manager and winemaker at Willow Creek Winery.
Visitor Profile
Wieland presented a visitor profile, based on individuals who contacted the department for information, which accented the positive ties that bind many tourists to the county. The calculated return rate is 78 percent.
If the county can get people to try its resorts, the amenities, and the environment it will get them to return. The two top markets remain New Jersey and Pennsylvania, but efforts to expand the range continue to pay dividends.
Canadian Visitors
Canada has been a high profile market for the county and the number of visitors from the nation’s neighbor to the north increases each year. Efforts underway will see weekly airline service during the season between Atlantic City Airport and Toronto. Wieland displayed a number of articles published in Canadian magazines, many in French, which represented a level of public relations the county could never afford if they had to be paid.
Look West
New efforts are also underway to increase exposure to the county’s charms in western Pennsylvania. The hope is to generate growing interest from individuals in and around Pittsburgh.
Pennsylvania will also play host to a unique, one-time opportunity that the county can tap into, the September visit to Philadelphia by Pope Francis. With over 1.5 million visitors expected, Philadelphia will be overwhelmed in terms of accommodations.
Although the visit is at the tail end of the county’s traditional season, the large number of available rooms as well as our experience in dealing with a significant influx of visitors for a short period may present opportunities that county tourism officials are exploring.
Eco-Tourism
When the focus is on growth however, two often unmentioned areas are quickly moving to center stage, agri-tourism and ecotourism. Wieland said that ecotourism brings in over half a billion dollars in tourism spending.
Perhaps the county’s most international attraction is birding.
“It’s birding that brings the ecotourists in,” said Wieland. “Drawing the proper line between development and protection of the environmental habitat is important,” she added.
Agri-tourism
Ecotourism was highlighted at last year’s conference. This year the focus was on agri-tourism. Celli talked about the importance of agriculture in the county and the many ways that agri-tourism helps farmers keep their land and provides year-round employment.
He reminded attendees of the significant growth in wineries in the county. There are six functioning wineries making “award-winning wines.” Celli thanked Fiocchi for the legislation of the last few years that expanded opportunities for wineries.
Krill told the story of Cape May Brewery’s growth from a start-up with one employee to an expanding enterprise with 31 full-time, year-round employees with benefits.
Hayes said that is exactly the outcome the county is looking for as it supports agri-tourism. The link to Jersey farming was illustrated with the brewery’s honey porter, which is certified as Jersey Fresh because it relies entirely on Jersey bees.
The conference presentation discussed how the county is “perfectly suited” to support the growing trend for “nature-based tourism.” The presentation noted that this is especially important in attracting more Baby Boomers who list leisure travel as their “number one activity” and who spend an estimated $157 billion a year “looking for experiential activities that include both eco and agri-tourism.”
Fishing, Boating
Attendees also heard about the importance of recreational fishing and boating which was also valued at over half a billion dollars annually. That figure did not count the 20 million pounds of fish that are the product of commercial fishing through the Port of Cape May. The figures underscored the importance of dredging for the local economy.
While the issue was not highlighted, the numbers presented also underscored the importance of beach replenishment. Natural beach erosion and the impacts of major storms annually remove sand from the county beaches. When all was said about the county’s many and varied attractions, the survey results clearly displayed that 85 percent of the visitors said the major attraction for vacationing in the county is the beaches. Sand on the beach remains a top county and municipal priority.
Small State Tourism Budget
Fiocchi pointed out that there is only $9 million in the state budget for tourism; a figure he said was too low. He discussed ways that Trenton can still help through friendly legislation, like the legislation praised by Celli that gave flexibility to wineries. Fiocchi talked about a bill to make the last week of September N.J. Beer, Wine, and Spirits Week, a move that might help post-season tourism.
New Brand Needed?
Marketing Cape May County can sometimes lead to brand confusion according to Wieland. Potential visitors do not always distinguish between the county and its namesake resort in the City of Cape May. One concept being considered is the use of a new brand for the broader county, the Southern Shore.
County tourism has a very positive rating on social media, a high visitor return rate, and a 76 percent conversion rate among those who request information. Efforts to diversify the economy will continue, but the king remains tourism.
The county has over 12.5 million visitors annually; 22 percent of those come outside the summer season.
The conference brought out the many ways the county is looking to build upon the synergies that can link a variety of activities in the county to its main industry.
To contact Vince Conti, email vconti@cmcherald.com.