GALVESTON — After an unusually long, gray winter, the island tourism industry is counting on pent-up demand for sunshine and a $100,000 advertising blitz to drive visitors to beaches, hotels, shops, restaurants and other attractions during spring break, which starts today.
The scope of the spring break campaign, waged through radio, print, billboard, online and cable television spots, is unusual for this time of year.
Normally, the Galveston Island Convention & Visitors Bureau spends most of its yearly $900,000 advertising and marketing budget promoting the island before and after peak season, which begins on Memorial Day and ends Labor Day, Melody Smith, director of marketing for the bureau, said.
Houstonians and other Texans typically don’t need much coaxing to visit Galveston during spring break, when schools and universities are out and students and families are looking to shake off the winter.
But with a weak economy and lingering perceptions that the island hasn’t fully rebounded from Hurricane Ike, which struck September 2008, the bureau isn’t taking any chances and is aggressively promoting spring break, Smith said.
The TV commercial, mainly targeting the Houston market 50 miles away, promises that “Wonderful family memories are created on Galveston Island” and depicts a man fishing the Gulf of Mexico, families walking on the beach, shots of the downtown shopping and dining scene, seagulls and sunsets as a woman in voice-over recounts childhood vacation memories.
“What we’re trying to do is get people to reconnect with the island,” Smith said.
The visitors bureau, which this year has a $2.7 million operating budget funded by hotel occupancy tax revenue, also has placed print advertisements in such magazines as Southern Living and Austin Monthly and AAA’s Texas Journey.
The bureau also worked with island organizations to publish an insert in the Houston Chronicle last week promoting area hotels, 19th century buildings that define downtown and such attractions as the Lone Star Flight Museum, Schlitterbahn Waterpark, Ocean Star Offshore Drilling Rig and Museum, The Grand 1894 Opera House, Moody Gardens, boat tours of the harbor and 32 miles of beaches.
Warming temperatures and cloudless skies were cause for cheer and optimism in the island’s tourism industry Friday.
“When the sun is shining, the phones are ringing,” said Theresa Elliott, general manager of Casa del Mar Beachfront Suites, 6102 Seawall Blvd.
The 276-unit Casa del Mar still had units available Friday, but was reporting 99 percent occupancy for the weekend and strong bookings during spring break.
A vigorous advertising campaign was important in changing perceptions that the island still is struggling to recover.
Images of Hurricane Ike’s damage along the seawall — the storm toppled major landmarks such as The Balinese Room — were broadcast around the world.
Some potential visitors still are calling, wondering whether Casa del Mar was open, Elliott said.
“We need to make sure everyone knows that Galveston is open for business,” Elliott said. “It’s very crucial right now.”
This is Chuck and Delinda Sanchelli’s first spring break on the island as business owners.
Last summer, the Sanchellis opened Nestle Toll House Café, 126 23rd St., facing Saengerfest Park in the island’s downtown.
Chuck Sanchelli on Friday already had noticed that pleasant weather was luring crowds to downtown, where he sells cookies, desserts and beverages. Sanchelli had heard the visitor bureau’s spring break campaign on the radio.
The campaign and the warmer weather should help business, he said.
“We’re looking forward to it,” Sanchelli said.
The long winter has created a pent-up demand for some fun in the sun, Melissa White, a spokeswoman for Schlitterbahn Waterpark, said.
“Families want to get out and enjoy this great weather,” White said.
Online ticket sales and interest are strong, White said.
“There is every indication this is going to be a stronger year than last,” White said.
Optimism also is strong at Moody Gardens, home to a simulated tropical rain forest, an aquarium, 3D IMAX theater and other attractions.
The Moody Gardens Hotel was at 90 percent occupancy, spokeswoman Jerri Hamachek said.
Phones were busy and Web site traffic was strong, Hamachek said.
“People are so tired of the cold and nasty weather,” Hamachek said. “The island probably sounds pretty good right now.”
