Tourism Seminar Focuses on Now, Future

WILDWOOD ─ The Starlight Ballroom buzzed with activity May 8 in the Wildwoods Convention Center as business owners and sponsors gathered for the 2018 Spring Tourism Conference.
With a full schedule of speakers and panel discussions, business operators saw a thematic overview of change and adaptability in today’s tourism.
Hosted by the Greater Wildwood Chamber of Commerce and Cape May County Department of Tourism, the conference was more than statistics and marketing strategies: as Director Diane Wieland said, “be a story-teller,” sharing the bounty of what the county has to offer.
In her presentation, Wieland announced that Cape May County was the second highest in tourism direct spending, after Atlantic County, in 2017. However, a soggy July and brushes with hurricanes impacted the season. A problematic Canadian exchange rate continues to shadow the county.
According to Wieland’s report, the rate remains “getting 77 cents for every $1 Canadian has them (Canadians) rethinking vacations in the U.S. again this year.”
Freeholder E. Marie Hayes pointed out that the Canadian Travel Channel featured New Jersey (with other East Coast states) in a 13-episode series that will air this year.
Residents of Québec comprise the fourth largest group visiting the Jersey Cape.
Advertising highlighted fall and winter in Cape May County, creating the “Warm and Cozy” winter campaign. The “shoulder season” also increased by 58 percent. 
The total increase of revenue, including second-home rental income, was $120.2 million in 2017. Of that, 64 percent of visitors were Baby-Boomers, 17 percent Gen-Xers, and 7 percent Millennials.
Millennials, according to Wieland, “are changing the way we market and forcing us to redefine our game plan.”
“They want to write their own story and experience authentic adventure,” Wieland said.
Telling the region’s stories and cultural roots attract younger audiences while enriching local life, she said.
Wieland also showed an advertisement running in Times Square, New York City that will be seen by approximately 1 million daily.
Social media outlets challenge the status-quo of advertising. 
Websites such as Trip Advisor allow anyone to become an “influencer,” according to senior sales executive, eastern U.S., Melissa Melhorn.
Influencers are word-of-mouth marketing; a customer enters a business and then writes a review online, influencing other potential customers with that review.
Melhorn urged business owners to “respectfully respond” to reviews, positive or negative.
Changes in business go hand-in-hand with the renaissance of the downtown.
Look at Big Picture
Roger Brooks, renowned author and chief executive officer of Destination Development Inc. gave the afternoon address, focusing on downtown Wildwood.
Brooks praised the city’s Boardwalk, beaches, and newly constructed Byrne Plaza. Brooks sought to bring a “big-picture” focus to the Wildwoods.
Brooks, who hails from the West Coast, worked for Concerts West while attending a university near Seattle, helping promote groups such as Earth, Wind, and Fire and The Eagles.
Struggling with ulcers, Brooks took the advice of musician “Uncle” Paul Revere to go help with the development of Whistler Village in Whistler, British Columbia.
Brooks moved to Vancouver and began recruiting businesses. Today, Whistler Village is the number one ski resort in North America.
Brooks has worked across North America and the world, helping communities find direction.
According to Brooks, from baby boomers to millennials, people want community and a place to “decompress” in a pedestrian-friendly environment.
North Americans want the European standard of outdoor cafes, coffee shops, and specialty shops.
“When your tourism is dependent on weather, it’s not sustainable,” Brooks said. He urged business owners and local leaders to develop what the Wildwoods can offer besides the beach.
Brooks told the Herald of the present “retail apocalypse” and how the retail setting cannot return to the 1950s and 60s, due to online options such as Amazon.
Updated websites, clear communication, and featuring activities over location comprise a few aspects of developing a brand.
“Being all things to all people” is not feasible in today’s market. Finding a niche and developing accordingly will set a community apart from the rest, he believes.
Brooks presented an example for the “Southern Jersey Shore:” “Pick your season. Pick your passion.”
Building on “yesterday,” local politics, lack of private-public partnerships, and lack of champions harm a downtown’s potential.
“Don’t get hung up on logos and slogans,” Brooks said. “What do you stand for?”
Brooks suggested developing North Wildwood’s nightlife and Wildwood as a “city of celebrations.”
Offering downtown to visit during inclement beach weather would provide jobs and a gathering place for locals. Live music, performing arts, and visual arts add cultural depth.
“Tourism is the front door to non-tourist economic development,” Brooks said. Tourism does create family-wage jobs, provide second-income opportunities, and reduces the tax burden while creating community pride.
Brooks urged the Wildwoods to utilize his ideas and build on assets.
Brooks’ presentation is available for free download at bit.ly/TheWildwoods18.
To contact Rachel Rogish, email rrogish@cmcherald.com.