Race sets pace on tourism

Back-to-back busy weekends have jump-started the tourism season, giving it a running start for what could end up being one of the best summers in years.

Strong sales created by the 5,000 participants in today's Bi-Lo Myrtle Beach Marathon and the long, lovers weekend a week ago have left the hotels between 60 percent and 80 percent full. That rivals levels in a typical early June and is a big jump from the usual winter occupancy of about 40 percent.

Next weekend - even without a major event or holiday - also should be busy. Hotels are expecting to be 60 percent full.

Those strong reservations, combined with the recovering economy and increased promotions this year, have hoteliers optimistic about the season.

Some industry experts say the Grand Strand could once again see summer revenues increase by 5 percent - a growth level the area hasn't experienced since 2000.

"It looks like it might be a breakout year," said Gary Loftus, director of Coastal Carolina University's Coastal Federal Center for Economic and Community Development.

The marathon itself, which grew to a two-day event this year, is expected to bring $3.5 million to area hotels, restaurants and stores, according to CCU. Some hotels are getting between $80 and $90 per room this weekend, much higher than the winter rates that usually dip to $29 or $39.

"It has a large effect on us, especially with it centered around Broadway [at the Beach]," said Kim Lewis, acting general manager of the Fairfield Inn by Marriott near Broadway.

The busy weekends will continue for some properties, especially with golfers coming in for the spring season.

Several hotels already have more reservations on the books for the summer - as much as 20 percent more - than they did by this time last year.

"It's been very busy, very chaotic for this time of year," said Lewis, whose hotel has benefited from the marathon, Valentine's Day and a recent golf merchandise show at the Myrtle Beach Convention Center. "We just hope everything holds on for us."

An improving national economy that has left people with more discretionary dollars to spend on vacations is one reason for the increases, experts say.

A rising confidence in the economy, better exchange rates for Canadian dollars and the Northeast's harsh winter also are driving the business, they say.

"A lot of these things are lining up," said Stephen Greene, communications vice president at the Myrtle Beach Area Chamber of Commerce. "It looks very positive."

Tourism promoters also are spending more getting the word out. The chamber and the S.C. Department of Parks, Recreation and Tourism have the largest marketing budgets in recent memory. PRT added a special campaign to help drive summer business.

"We definitely think the money will have an impact," Greene said. "The more money you spend, the more attention you are going to get."

Aggressive marketing, especially through direct mail, is a tremendous driver of business at the 532-unit Compass Cove, which is 90 percent full this weekend and sold out for next weekend, general manager Dave Medlin said.

"You can't just sit back and wait on people to call you," he said.