Economic Indicators On Alabama`s Gulf Coast

Economic Indicators On Alabama`s Gulf Coast

Economic Indicators on
Alabama’s Gulf Coast
Before and After
Ivan
2003 Baldwin County
Tourism Facts
4 Million
Annual visitors
$1.8 Billion
Travel-related
expenditures
41,357
Travel-related jobs
$776 Million
Travel-related wages
Economic Impact of Alabama Travel Industry 2003
2003 Alabama Lodging Revenue
$778 million
Madison
$55 M
7.0%
Jefferson
$121 M
15.5%
Montgomery
$51 M
7.0%
Mobile
$62 M
7.4%
Baldwin
$228 M
29.2%
Economic Impact of Alabama Travel Industry 2003
2003 Lodging Rentals & Market Share
$918 Million
2002-2003 ∆ 9.3%
Escambia
Pensacola
Baldwin
Pensacola
Beach
Gulf Shores
Perdido
Orange Beach
Santa Rosa Okaloosa Walton
Navarre
Destin
Sandestin
Seaside
Grayton Beach
Key
Bay
$228 M
25%
∆12.9%
$111 M
12%
∆11%
Ft. Walton
$189 M
21%
∆11%
$23 M
3%
∆14.4%
$197 M
22%
∆9.8%
Panama City
$169 M
18%
∆3.8%
Lodging Rentals
$55,000,000
$50,000,000
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000
$15,000,000
$10,000,000
$5,000,000
1996
1998
2000
2002
2004
G
AU
L
JU
N
JU
AY
M
R
AP
AR
M
B
FE
N
JA
C
DE
V
NO
T
OC
SE
P
$0
Alabama Gulf Coast
Accommodations Inventory
1183
1200
New Units
1000
800
833
770 766
600
523
400
200
0
-200
-400
-600
776
13,784
Total
113
0
60
0
Condos
Hotels
122
228
-118
84
124
Average Annual
Growth ’99-’03:
-484
'99 '00 '01 '02 '03 '04 '05 '06
493 units
City Size by Transient Lodging Units
Jacksonville, FL
Puerto Rico
Louisville, KY
Alabama Gulf Coast
Raleigh, NC
Daytona Beach, FL
Charleston, SC
14,000
14,000
13,787
13,784
13,716
13,000
12,998
And Then . . . .
Along
Came
Ivan
Where Do We Stand?
Where Do We Stand?
Updated 4/29/05
58%
89%
96%
Where Do We Stand?
Attractions
89%
Public Beach Accesses 50%
Cruises/Charters
90%
Golf Courses
100%
Marinas
100%
Restaurants
75%
Shopping
83%
On-Going Hurricane Panel Tracking
As of November 19, 2004
Likelihood of
Visiting Alabama’s
Gulf Coast Post Ivan
More Likely
91.2%
As Likely
Oct.
Nov.
-.11.2%
93.5%
80.0
93.5
Less Likely
3.2
6.5
Don’t Know
5.6
-.© Evans - Klages, Inc. 2004
Where Do We Go From Here?
Then….
“Rebuilding on a tradition of family fun”
“ When you are ready for your
next family beach vacation, we
will be ready for you….”
A Three Pronged Approach
$ 800,000 budgeted
for a three month campaign
Regional Marketing
Print & Electronic
•
•
•
•
•
•
•
•
•
•
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Compass Spring Travel Planner
Better Homes and Gardens
Country Home
Good Housekeeping
Ladies Home Journal
Southern Living
Spring Vacation Planner
Country Living
Kroger Go Plus
Midwest Living
Rick and Bubba Show Promotion
Regional Marketing
Web based
•
•
•
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Alabama Live…AL.com
The Weather Channel.com
Tribal Fusion
Yahoo.com
CVB e-newsletter list (65,000
names)
Market-Focused Advertising
•
•
•
•
Atlanta
Baton Rouge
Birmingham
Houston
•
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•
Huntsville
Memphis
Nashville
New Orleans
Market-Focused Advertising
• Promotion-combination of radio,
newspaper, direct mail, print and
other mixed to best reach each
market
• E-marketing---banners,
sponsorships, e-blasts
depending on the market and
availability
City Blitzes
•Atlanta
•Birmingham
•Huntsville
•Nashville
City Blitzes
•
•
•
•
•
•
On-air interviews on TV and radio
Newspaper interviews
Mall presence
Group and Meetings Sales calls
AAA presentations
Includes CVB staff and industry
partners
The Role You Play
• Hospitality is #1
• Be an Ambassador
• Support Local Events
• Patronize Local Businesses
www.agccvb.org