Tourism leaders bank on presence at trade shows

Grand Strand tourism promoters are increasingly turning to trade shows to lure visitors, a move some prefer because they can reach more people with one stop and meet potential tourists face-to-face.

Promoters are packing up a piece of the beach and taking it to regional and national shows, showing off the Grand Strand's resorts, golf and entertainment offerings.

They hand out brochures and raffle off free vacations. And they try to impress attendees with a dose of Southern hospitality - a personal touch that can't be done with the finest glossy advertisement or the biggest billboard.

"It kind of puts us out there in the minds of consumers," said Stephen Greene, communications vice president for the Myrtle Beach Area Chamber of Commerce. "We felt we could get a lot of bang for our buck."

Officials hope the increased participation in trade shows will help the $5 billion industry return to a more solid growth level after a string of flat years.

Tourism is the area's economic backbone, employing seven of every 10 workers. Nearly 14 million visitors come to the Grand Strand each year.

The Myrtle Beach chamber is attending 20 shows in nine states this year - an unprecedented number. More than 300,000 people are expected to attend those shows.

The North Myrtle Beach Chamber of Commerce is trying shows for the first time, with eight scheduled. Both chambers say their members urged them to go to more shows.

"They are the eyes, the ears and the mouth of Myrtle Beach. The more they are out there pushing, the better for us," said Kim Lewis, interim general manager and sales director for Fairfield Inn at Broadway at the Beach.

The North Myrtle Beach Chamber of Commerce is testing the trade show waters for the first time this budget year, stopping in eight spots from Atlanta to Toronto. They are trying to hit groups, golfers and adventure travelers.

A television in the booth shows continuous beach footage, and subtle sounds of the ocean play on a boombox. So far, that strategy has paid off with a stack of e-mail addresses and a long list of potential tourists wanting a visitors guide, officials said.

The chamber likely will do as many shows, if not more, next budget year.

"It's a great asset for us," said Vicki Keibler, the chamber's sales director. "It is a way to get our name out."

As locals have stepped up trade show efforts, the S.C. Parks, Recreation and Tourism Department has backed away from them. The state budget crunch, coupled with a crackdown on employees' travel expenses, made the PRT re-evaluate that piece of the marketing.

The PRT is hitting about half a dozen shows this budget year, ones local promoters aren't attending, so they don't duplicate.

"We've certainly cut back," PRT Director Chad Prosser said. "We are looking more for opportunities where our partners aren't represented."

Traditional advertising still is the Myrtle Beach chamber's main focus, but the shows fill a niche, leaders said. They've targeted group travelers, campers and recreational vehiclers, honeymooners and boaters.

Leaders are going to shows in the Grand Strand's traditional markets, including the Northeast. They also are hitting areas where new direct air service to Myrtle Beach has opened that tourism door.

"This is a new thing for us," Greene said. "We knew the need was there. It's a void we could fill."

For some properties, trade shows have been a regular part of their marketing mix.

The Marriott-Grande Dunes sales staff started hitting the shows a year before the hotel opened, toting a handful of brochures and a display board with renderings of how the final product would look. The Marriott opened in December.

"It builds awareness in a big market segment," said Cindy Hull, sales director. "You are planting a seed with them. You are building that relationship."

The trade shows, focused in the Midwest, Northeast and Southeast, still make up about 30 percent of the Marriott's marketing.

The Myrtle Beach chamber has set aside $75,000 to attend trade shows through the end of the budget year in June. Officials will review results in the coming months and decide whether the trade shows are worth it.

"We think it will have a strong impact," Greene said.

The shows can help expose offerings along the Grand Strand that people may not know about, including the higher-end developments that have emerged in recent years and the adventure aspects available through fishing or biking, said Kim Frommater of Grand Strand Resort Sales. She attended a show in Manhattan with the North Myrtle Beach chamber.

"Everybody knows about the beach, golf and shopping ... there are so many other things we have down here," she said. "It gives you the ability to speak to people."

Results from the trade shows - judged by reservations from attendees - can continue for years. Lewis recently booked a group that heard about her hotel at a show three years ago.

"I'm still getting bookings from that one," she said.