Ferry: Not Just Transportation, a Destination

NORTH CAPE MAY— The Cape May-Lewes Ferry is marketed as more than just an 80 minute ride to save two hours of driving in heavy traffic.
“A certain percentage of people will take the ferry for business, a certain percentage will take it for transportation but there is a big, big percentage of people during the peak tourist season that are taking it as an attraction, for something fun to do,” said Cape May-Lewes Ferry Marketing Director Mike Porch. “That’s why we work so hard to always add amenities and convenience and comfort.”
Almost one million persons go through the two ferry terminals each year and over 300,000 vehicles, he said.
Porch said marketing for the ferry includes putting effort into Google search optimization for travelers in North Jersey and Connecticut headed for Virginia and North Carolina. A ferry ad will also pop up online for those planning to travel from North Carolina and Virginia to New York and New England.
“Take the ferry, take a break from the ordinary, it’s relaxing, leave your troubles behind,” he said.
Porch said the trip for travelers with children is much more pleasant using the ferry rather than driving an extra distance.
“Kids are not going to remember years from now a rat race trip up I-95 but they may remember a trip on the Cape May-Lewes Ferry for the rest of their lives, they may remember the dolphins they saw or the lighthouses,” he said.
The weak economy had produced challenges for all types of tourist-related businesses. Porch said people have less disposable income. While people are still traveling to the shore, their visits are shorter in duration and they have less money to spend.
A visitor staying one week in Cape May County may go to the boardwalk, spend a day in Cape May, tour the zoo and by the third or fourth day, ride the ferry for fun. Porch said it’s more difficult for the ferry if visitors are only staying three days in the county.
Visitors are being encouraged to include a trip to Delaware on the ferry as part of their vacation.
“There are two sides to every adventure and if you don’t see the other side, you’re missing half the fun,” said Porch.
He said the ferry is not trying to take business away from this side of the bay but make Cape May County a stronger destination.
“We put a lot of effort into trying to promote the Delaware Bay as a tourist destination,” said Porch.
He said is a goal to bring in people who have not visited the area or make sure visitors return by giving them something “new or fresh to do.”
Porch said seating will be replaced on the boats. In the peak season during rainy weather, seating can become tight inside.
A portion of the cabin will receive aircraft-style seating.
Porch said the ferry has Smartphone applications for customers seeking information and reservations. It included 25 tourist locations on both sides of the bay as part of the Cross Cape Adventure promotion including the Emlen Physick Estate, Fishing Creek School and the Concrete Ship.
“The idea was when you visited a location, you would check in, almost like a high tech scavenger hunt,” said Porch.
Participants needed to visit at least one attraction on both sides of the bay to enter a contest that awarded three-night vacation stays in Lewes, Del. and Cape May.
Porch said the ferry partners with businesses on both sides of the bay as part of an economic development mission such as Congress Hall and the Inn at Canal Square.
A promotion for Delaware passengers offered a reduced admission to Morey’s Piers including a tramcar ride and pizza and a soda. A deal for Cape May foot passengers offered a bike rental through Lewes Cycle Sports at the Lewes Ferry Terminal.
Porch said the ferry has a very strong partnership with Mid Atlantic Center for the Arts (MAC) involving foot passengers from Delaware riding shuttles from the North Cape May Terminal to Cape May City where they link up with historic trolley tours.
A similar partnership operates on the other side of the bay with the Lewes Historical Society, he said.
The Cape May County Zoo is one of the ferry’s most popular trips. A shuttle tour was offered to the Dogfish Brewery in Milton, Del. for Cape May foot passengers.
A number of events are schedule for the ferries during summer including Rock the Boat featuring a live band, Family Fun Cruise with mascot Pete the Pirate, a wine lover’s cruise and a partnership with MAC for a dramatic production aboard a boat.
Smooth jazz was featured on a Mellow Music Cruise. The North Cape May terminal featured a farmer’s market this year.
Porch said the boats provided a transportation link between New Jersey and Delaware but also helps the local economy.
The ferry has over 100 full time employees with that figure being tripled during the busy summer season.