‘Stay Away,’ for Now

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COURT HOUSE – The countdown to Memorial Day Weekend is in the homestretch, but the question of what the traditional summer kickoff will look like remains unanswered.
The county is attempting to navigate a health crisis while being mindful of a public relations nightmare, brought on by telling 47% of homeowners – the percentage made up of second homes – that they aren’t welcome on their properties right now.
With short term rentals currently banned, most of the county’s beaches and attractions closed, and county leaders defying their deep-rooted instincts to promote tourism, asking instead for people to stay away, countless questions linger about when and if there will be a tourism season in the year of a global pandemic.
“The PR (public relations) be damned. I don’t know what else to say,” said Freeholder Director Gerald Thornton, one of the earliest and strongest voices to come out against an influx of vacation homeowners heading to their beach houses. “There’s only one overriding factor. That’s the health of the residents and visitors of Cape May County.”
“There is no other factor,” he said, in an interview with the Herald, about his thought process. “I can’t make decisions, particularly in this type of situation, and concern myself with the PR. I just have to do what I think is necessary, and, as an elected official, I’m responsible for the health, safety and welfare of the people I represent.”
Could the initial message have been delivered more delicately to prevent the online war between locals and their second-homeowning neighbors?
“I don’t know,” said Diane Wieland, the county’s marketing director. “I don’t know how much more delicate it would be than we’re asking you not to come based on the fact we need to quarantine and the social distancing.”
Wieland added that 25% of the county’s residents are 65 or older. There is only one small hospital in the county.
Soon after Thornton took his strong position, local mayors followed suit. Other counties on the Jersey Shore did the same, and Gov. Phil Murphy announced that anyone who was not a full-time resident shouldn’t be at the shore. Thornton also got the support of the business community.
“It was very difficult for the chamber to endorse that message, and we did, absolutely,” said Vicki Clark, president, Cape May County Chamber of Commerce. “Because we had to think about what was in the best interest of Cape May County with the limited resources available.”
Still, angry calls came in. Thornton said, by some, his position was misunderstood.
“I think by some of the second home owners because, I know, they have contacted me and were not happy with that opinion,” he said.  “They said, ‘I’m a taxpayer, I deserve to go there.’ Well, you don’t deserve to be reckless and irresponsible, whether you’re a taxpayer or not.”
As the days get warmer, there is hope for prospective vacationers and anxious business owners, as talks turn to how and when to re-open the economy. A small business task force, organized by the freeholders, is convening, which will include Clark. Local officials are discussing creative ways to give businesses a boost.
Wieland is retooling the county’s marketing plan, hoping to capitalize on the demographic within “a tank of gas” and people who have seen trips overseas canceled, who otherwise may not have visited the shore at all.
However, there is one important question that no one is prepared to answer. When will things reopen?
“We don’t know when it’s going to be. It’s kind of a moving target,” said Wieland.
“I’m optimistic, but not Memorial Day. I’m thinking Fourth of July. Only because we’re getting closer and closer,” she added.
“The reason why we don’t give a specific date, people absolutely believe that is going to be the date, and then they’re going to call and start making reservations,” Thornton said. “We discussed it with some of the Realtors and motel owners, and they understand. It’s just a tragedy.”
When the area does re-open, the potential for lingering animosity felt by vacationers could have a potential impact on business. Clark, however, is hopeful that the tides will turn.
“Things are said in moments of frustration that aren’t heartfelt,” she said.
“I think it’s just a natural reaction. It’s human nature. I think deep down, they do understand,” Wieland said.
“It’s a very, very difficult problem. Our number one priority is public safety. It’s paramount. We have a life-threatening virus here,” said Thornton.
To contact Shay Roddy, email sroddy@cmcherald.com.