Alabama beach communities optimistic about tourism this summer

GULF SHORES, Alabama — Just a few months ago, real estate agents, business owners and elected officials were saying that they didn’t know what to expect for the summer tourist season. Looking ahead toward a series of music concerts — including the Hangout Music Fest later this month — that sentiment is changing.
A strong snowbird turnout and a steady flock of spring-break vacationers, coupled with a fierce, mostly BP-funded marketing blitz, have done much to lift local spirits.
"We’re definitely very cautiously optimistic," said Emily Gonzalez, with Kaiser Realty. "Optimistic being the operative word, and cautious because we know better. "
As recently as last weekend, a banner flew over the Jazz Festival in New Orleans that read: "Gulf Shores-Orange Beach has what you’ve been waiting for."
Gulf Shores & Orange Beach Tourism has bombarded news websites across the Southeast with "sliding billboards" that advertise Alabama’s beaches.
In March alone, more than 35 million people were exposed to those ads, according to Shelly Piraino, the group’s Internet marketing manager. Inquires about hotel information online have spiked by 80 percent.
"Those are components that have been out of our price range. So it was really exciting for us to be able to play with the big dogs," Piraino said.
Aiming for 2009 numbers
Mike Foster, the group’s vice president of marketing, said that the spring and winter visitor count rose by about 5 percent. Those two seasons, however, account for a relatively small slice of tourists compared to summer.
For this summer, "The goal is to get back to ’09 numbers," Foster said. "If we can do that, it will certainly get the area well again."
The recent tornadoes that devastated central and north Alabama should not affect the tourist season, Foster said. In fact, some businesses along the coast have offered special rates for those affected by the storms.
"We remember that the people of northern Alabama were there for us," Foster said.
One of the keys to regaining summer crowds, Gonzalez said, is luring those who spent last summer elsewhere, reminding them of the coast’s hospitality.
"Did they go somewhere else and not have as good of an experience?" she said. "We as a community work very hard to make everyone feel welcome."
Missy Zak, Meyer Real Estate’s vice president of marketing, offered a particularly positive outlook on the tourist season, describing her "complete confidence" that good days are just ahead.
Orange Beach Mayor Tony Kennon remained more reserved.
"I believe there’s pent-up demand to go to the beach, there’s pent-up demand to go fishing," Kennon said. "So I think, barring any unforeseen event, I think we’re going to have a good summer. One thing I’ve learned through this whole BP affair: That serenity prayer on my grandmother’s wall is not just a wall decoration."
Gulf Shores Councilwoman Carolyn Doughty, a real estate agent, is hearing the phrase "cautiously optimistic" a lot these days, as well.
"Part of our caution is hoping that the rest of the public has accepted the fact that the beaches are safe," Doughty said. "We feel that we’re recovered and ready to receive visitors, and hopefully they’ll want to come back and see us, too. But you just never know until the summer gets here."