Record-breaking trends continue on the AL Gulf Coast

This year, breaking records has become a well earned realty within the tourism and hospitality industries on the Alabama Gulf Coast.

Taxable lodging rentals for the 2007 summer season (June-August) reached $129.4 million, a 13.2% increase over the previous benchmark period of 2004. In the spring, the area recorded a 2.2% increase when compared to Spring 2004 rental numbers.

While visiting the 32 miles of sugar white shores, summer guests spent $219.2 million in taxable retail sales, a 27.7% increase over summer 2004’s $171.7 in revenue. The spring 2007 numbers resulted in a 33.1% increase over the 2004 figures.

“These record-breaking numbers reflect synergistic efforts among all industry partners to market the area with an effective, persuasive message,” said Herb Malone, president/CEO of the Alabama Gulf Coast Convention and Visitors Bureau. “Special events, such as Thunder on the Gulf, attracted even larger summer crowds and a special thank you goes out to those individuals who worked tirelessly to attract and organize these events.”

A team approach among all involved parties has resulted in this upward trend.

Malone added, “The area’s success has been bolstered by the valuable efforts to the Alabama Bureau of Tourism and Travel, lead by director of tourism Lee Sentell, in addition to the leadership of Governor Bob Riley, who has supported the area since the first day of his term.”

From a local perspective, area accommodations have seen the results of this partnership first hand during a busy summer season, which is expected to carry over into the fall.

“We are excited to report that Meyer Real Estate’s gross rent receipts for the summer of 2007 are up 35% compared to the summer of 2004, which was our previous peak period,” said Sarah Kuzma, cooperate relations director for Meyer Real Estate. “As the available inventory along the Alabama Gulf Coast increases, we are seeing more visitors spending more lodging dollars but not necessarily higher occupancy rates since the vacationers are spread out over the increased number of rental properties. Along with our loyal repeat customers, who are returning in large numbers, there are more and more new customers who visited our coast for the first time this year.”

Likewise, Kaiser Realty saw a similar return on summer numbers.

“While we were very happy to see increases in summer revenue, we are even more thrilled to see positive changes in vacation trends,” said Amy Mutual, marketing director for Kaiser Realty. “Our average length of stay has increased, the need for last minute discounting has decreased and we are seeing a surge in the number of reservations already on the books for 2008.”

Similar to the other rental management companies, Brett/Robinson Vacation Rentals also had a busy summer.

“It has been a great summer season for us,” said Marie Curren, director of marketing for Brett/Robinson Vacation Rentals. “We are very happy with the number of visitors who have stayed with us, and our fall season is also looking great.”

By continuing the momentum that started with record-breaking spring and summer numbers, Malone expects the area to have a prosperous fall.

“As you can see, early indicators show that these record-breaking numbers should extend into the shoulder fall season,” Malone said. “Research has shown that 4.4 million people visited the area in 2006 and we should near the 5 million mark with the full slate of fall events on the Alabama Gulf Coast.”

The National Shrimp Festival (Oct 11-14 in Gulf Shores) typically draws over 300,000 people. Other fall events include the Wal-Mart FLW Redfish Championship (Oct 18-20 at The Wharf), Fall Bird Banding Session (Oct 6-19 at Fort Morgan Historic), several live concerts at The Wharf, SEC Women’s Soccer Championship (Nov 6-11 at Orange Beach Sportsplex) and the Frank Brown Songwriters Festival (Nov 8-18 at various venues).

For more information on these events or the Alabama Gulf Coast, call 1-800-745-SAND or visit www.orangebeach.com or www.gulfshores.com