Tourism Update November 2013
PROGRESS through PARTNERSHIPS
2013 Awards, Honors & Country Roads ranked the Alabama Gulf Coast as its favorite family-friendly escape. SmarterTravel.com named Gulf Shores to its list of the "10 places you should go while they're still cheap." Nashville Lifestyles listed the Alabama Gulf Coast and its 32 miles of sugar-white sand as one of the "best luxury locations in the U.S. for discerning travelers." Budget Travel readers named Gulf Shores to the magazine s list of America s coolest small towns in 2013. Based on a survey of 2,000 parents, Family Fun recognized Gulf Shores as one of the top 10 tourist towns in its 2013 Travel Awards. Urbanspoon s list of the 101 most popular breakfast spots throughout the United States included Kitty s Kafe in Gulf Shores and Duck s Diner in Orange Beach. Recognition The 2013 Parent s Choice Awards, which is a partnership between Birmingham magazine and Alabama Baby and Child magazine, ranked Orange Beach as the best in-state destination while Gulf Shores was a runner-up in this category. Other runner-up mentions include Gulf Shores in the best babymoon category and both coastal cities in the best beach destination category. Golfweek Magazine honored Kiva Dunes as the No. 2 public course in Alabama and also placed this Jerry Pate-designed facility at number 87 on its list of Best Resort Courses for the year. Parents magazine named Gulf Shores to its list of America s 10 Best Beach Towns. Guyism.com placed Alabama s Gulf Coast on its list of the 50 most underrated summer vacation spots in North America. Readers of Birmingham Parent selected Gulf Shores and Orange Beach as their favorite in-state vacation place during the publication s 2013 family favorites contest. TravelNerd named Gulf Shores to its list of the top 10 small U.S. beach towns. Travel + Leisure ranked Gulf Shores as one of America s best little beach towns. CNN named the Flora-Bama to its list of the world's 50 best beach bars. Gulf Shores Public Beach and the Gulf State Park Beach both received 5-star ratings from the National Resource Defense Council and were ranked among the top 13 beaches nationwide for the second-straight year.
PROGRESS through PARTNERSHIPS
Tourism s Impact in 1993 Joint Chamber Marketing Committee Shared Vision Bold Steps Leadership & Partnerships
Accommodations Inventory 18000 16000 16,312 14000 12000 10000 8000 6000 4000 2000 0 7,343 1993 2013
Lodging Rentals (in millions) $400 $350 $343 $300 $250 $200 $150 1993 2013* $100 $50 $62 $0 *Most Current 12 month period
Retail Sales (in millions) $800 $700 $674 $600 $500 $400 $300 1993 2013* $200 $154 $100 $0 *Most Current 12 month period
Tourism s Impact in 2012 5.3 million guests $2.9 billion in visitor spending 45,000 travel related jobs $1 billion in wages and salary Baldwin County 2012; Economic Impact of Tourism
Lodging Rentals in 2012: $1.5Billion Market Share Baldwin Gulf Shores Orange Beach $377 M 24.7% Escambia Pensacola $182 M 11.9% Santa Rosa Navarre $30.0 M 2% Okaloosa Fort Walton Destin $264 M 17.3% Walton Sandestin Seaside $372 M 24.4% Source: Center for Business and Economic Development, Auburn University, Haas Center for Business Research & Economic Development Bay Panama City $302 M 19.8%
2013 Revenues To-Date Lodging Revenue 6.5% Retail Sales 6.2% Gulf Shores, Orange Beach & Fort Morgan; through August
Sporting Events 2007 Sports Commission Inception Sporting Events YTD (thru 9-30-13) 27 Events 11,961 Room Nights $3.4 million in Direct Spending 77 Events 67,140 Room Nights $25 million+ in Direct Spending
Upcoming Sporting Events SEC Women s Soccer Championship AL Soccer Festival Kaiser Realty ½ Marathon, 5K and 1 Mile Fun Run NAIA Women s National Soccer Championship AVCA Sand Volleyball Championship AHSAA Division 4-6 Boy s & Girl s State Track Championship NAIA Men s and Women s National Track Championship
Meetings and Conventions (YTD thru 9-30-13) 182 Conventions 44,761 Room Nights
Meetings and Conventions (YTD thru 9-30-13) Hosted the AL Council of Association Executives Annual Convention and Trade Show 130 Attendees Sponsored a 2 month Social Media Campaign & Virtual Case Study
New Marketing Strategy
Research: Confirms transformational nature of a vacation to GS&OB Vacation Rentals vs Hotels Best scores: White beaches, blue water Cost -- Affordable Not too crowded Less Stressful -- Laidback Family oriented Common descriptors: Sugar white, turquoise water, relaxing, friendly, casual, fun, family, southern
It s a whole New Positioning different state... of being of peace of play of mind of excitement of adventure of joy of discovery
New Markets
Nature Tourism Initiative Promote sustainable use & conservation of our natural resources Benefit the economy and the environment
Fort Morgan Fort Gaines Blakeley State Park
Scenic Byway The Waters, Ways & Wildlife of Alabama s Gulf Coast
PROGRESS through PARTNERSHIPS
We ve only just begun!
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