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October 4, 2013
The Dispatch/Maryland Coast Dispatch
Page 29
. . Season Review
FROM PAGE 28 consumers, according to Abbott. “The Jersey Shore got a $22 million budget for tourism marketing from the federal government after Sandy,” she said. “They were in every market we were in.” Knight said the Mayor and Council is attuned to the results of the summer season and is in the process of reviewing how to make things better in 2014. Knight pointed to a handful of high-profile serious crimes that influenced the public perception of safety in the resort to some degree, but she cautioned perception isn’t always the reality. “Crime isn’t up, crime is actually down,” she said. “In June, we got some bad publicity from a few incidents that sort of spiraled out of control and the perception is crime had increased. Out of all that came a new crime prevention initiative for next year. We need to work on perception and maybe get Rodney up on the Boardwalk at night.” In summary, Gehrig said there were many positives that came out of the summer of 2013, but some shortcomings revealed the resort business community has to work harder than ever. “We have a great community here and things are good, but things are getting tougher,” he said. “We need to work harder when things are tougher.” Gehrig said it was okay for businesses to adjust their rates to meet the demand, but only if an in-kind emphasis on service and value followed. “We need to train our staffs to treat every guest like gold,” he said. “You have to keep an eye on value. If you’re going to raise rates, you have to deliver on value. This year was good, not great, but it is sure is finishing great.” Knight said the vacationing public is savvier than ever and is relying largely on on-line reviews when making their choices. She urged resort business leaders to carefully monitor these reviews. “You have to really keep up on online review sites like Trip Advisor because consumers are utilizing those more than ever when making decisions,” she said. “I talked to one restaurant owner who was up 35-40 percent and credited positive reviews on Trip Advisor for that. You have to read those and stay on top of it, and respond to negative comments if necessary. It works both ways.” Abbott agreed Ocean City visitors are relying more than ever on mobile devices to plan their beach vacations and pointed out a statistical anomaly that identified neighboring Salisbury as a hub on Internet traffic. “One interesting aspect that we didn’t get right away was why Salisbury was in the top five locations in the state for website hits,” she said. “When consumers are in Ocean City using their I-pads, smart phones and lap tops to decide where they want to stay and where they want to eat, it shows Salisbury as the source.”
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