CAPE MAY — Faculty members from Temple University School of Tourism and Hospitality management presented their final reports to the city and public concluding a three-year partnership with Cape May.
At a special meeting in Cape May’s new Convention Hall, Fri., May 18, Temple faculty members presented their findings including a long range plan to improve the viability of the city as premiere tourist destination and create a framework to monitor visitor profiles, track visitor satisfaction and to evaluate advertising effectiveness.
In addition, the reports covered a business plan for Convention Hall and provide suggestions for the city’s Department of Civic Affairs and Recreation. Temple University will also present management training for Convention Hall staff.
Betsy Barber, associate dean of School of Tourism and Hospitality management, called the project a labor of love that was a beneficial to the school as it was to the city.
Wes Roehl, faculty member and principal investigator, said his group met with business owners in the city and offered an online survey to residents.
Temple faculty member Florian Zach said he investigated where visitors to Cape May came from, how long they stay here and how much they spent during their visit. He also helped the city to develop an email list of tourists.
According to Temple’s research 34 percent of visitors come from Pennsylvania, 32 percent from New Jersey, 12 percent from New York, 8 percent from Maryland, 2 percent from Washington D.C. and 2 percent from Virginia.
Zach said about 50 percent of visitors to Cape May come from two metropolitan areas, one being Philadelphia, the other, New York City. He said most visitors who responded to the survey were in the 51-64 year old age group.
Early summer visitors fit the 36-50 age group, said Zach. He said many arrived in Cape May with children with 12 percent ages 10 or younger and 10 percent between the ages of 10 and 14.
The vast majority of visitors come in groups of one to three individuals. Visitors were very satisfied with their visit according to the surveys.
A total of 40 percent of respondents said they had visited Cape May more than three times during the past three years while 20% of visitors were in the city for the first time, said Zach.
Nearly 50 percent of visitors spend $1,000 to $5,000 during their stay with the majority of visitors staying three to five nights.
Where did visitors get their information to help them plan their Cape May vacation?
• Forty percent from the Internet.
• Forty percent based their plans on past experiences here.
• Twenty percent from friends and family
• Fifteen percent determined what activities they would take part in once they arrive in Cape May.
Many visitors said they came to the city to relax.
Temple faculty member Iis Tussyadiah said a survey asked Cape May residents their attitude to tourism in the city. She said most residents perceived the benefits of tourism outweighed negative effects.
Tussyadiah said 76 percent of residents said Cape May should try to attract more tourists with 18 percent saying “no.” She said residents and stakeholders in the tourism industry voiced essentially similar visions of what tourism should be in the city.
Stakeholders said it was important to maintain the quality of life here and maintain the ambiance of Cape May as a small town and a family-friendly town.
In three separate surveys of visitors, more than 90 percent had positive experiences in the city. Better parking in the city was suggested by 34 percent of respondents, better facilities by 25 percent, more activities are needed said 7 percent and 15 percent said cost and affordability needed to be addressed.
Stakeholders who participated in the survey said Cape May should become more affordable for families.
Temple produced three tourism visions:
• Maintain the atmosphere of city and strengthen market position
• Extend tourism season
• Create a seamless experience for visitors
Suggested planning goals for Cape May tourism include strengthening position as a premier tourist destination, stimulate long-term tourism related business and provide guidelines to strengthen the community for tourism.
Tussyadiah said Cape May has loyal visitors who said they “love the city.” She said a number of visitors indicated they came to the city as children and had a wonderful experience.
The visitors have an emotional attachment to the city, said Tussyadiah.
She said a key word in advertising Cape May should be “tradition.”
Tussyadiah suggested Cape May better define the entrance or “gateway” to the city, offer information for self-guided tours and rejuvenate the Promenade and facilities.
