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Monday, July 10, 2017

Ocean City’s Broad Appeal Tough To Quantify

Who comes to Ocean City? What type of economic class finds this beach town appealing? How much in household income should the resort target with ad campaigns? Should it be $75,000, $100,000 or more?

Those were some questions asked this week in general terms during a discussion involving the renewal of the city’s advertising vendor contract.

These are easy questions to answer in general terms, but it’s practically impossible to get detailed answers to these questions because this sort of information is not readily provided by visitors.

In anecdotal terms, there is a simple answer to who comes to Ocean City — all types. During the summer months, Ocean City is a melting pot, and we think that’s what makes it so appealing. For proof of this, all one who has to do is go to the beach on a summer day or head to the Boardwalk during a summer night. If you observe and listen, you will conclude Ocean City appeals to a broad range of people.

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13 comments:

Anonymous said...

So why does the new airport czar want to remove "Ocean City" (as well as "Salisbury" and Wicomico") from the name of the airport?

Anonymous said...

I think it would be utterly impossible to put the majority of vacationers to Ocean City into and sort of a specific category.
Fenwick Island: Homeowners
Bethany Beach: Same as Fenwick, but wealthier.
Dewey Beach: Upscale college crowd.
Rehoboth: Wealthy DC and alternative lifestyle crowd.
Ocean City: A melting pot of, for the most part, middle Americans.
It is absolutely America's vacation crowd in miniature.
Some will love it - some will not love it.
I would suggest promoting everything from all the free events for the families, up to the big Fishing tournaments that only the wealthy can afford. Put them all in one commercial.
That's America.

Anonymous said...

Good grief, we've been a resort town for HOW many years? We have a few folks on the council that have been around HOW many years?

Advertising is not the challenge here. Everyone knows where OC is and that its the ONLY beach in MD (excluding Assateague). Ohio, PA, MD and Northern VA are your "hot points" of interest. Stretching it out further probably not a good return on investment, but I'm SURE they have the stats reflecting that assumption. I wouldn't necessarily "target" economic classes because that could involve demographics. As mention in the story - USE your EYEBALLS and go from there.

Being someone that's been beaching it from the 60's forward - look at the prices of everything folks. $450 a night at the Hylton (2 queen beds and a sofa pullout) REALLY??? I know the clients are there but REALLY? You all quoted it this Spring, average hotel room cost is roughly $185.00 during season, the highest from DE to SC..REALLY???

Don't give away wrist bands or gas credits like you did years ago....the restaurant week thing - come on. If people FEEL like they are getting something for nothing THEY WILL COME. Gauge them at the onset or try to have Rodney entice them - its NOT the 20th Century anymore.

Like I mentioned above, how many years of experience are on the council???? Maybe that's where the change needs to start since that mindset has yet to change over 35 years!!!!!!!



Anonymous said...

OC has a carnival-like feel to it, complete with the sideshows, something that the others (probably by design) don't fully project.

Anonymous said...

"...You all quoted it this Spring, average hotel room cost is roughly $185.00 during season, the highest from DE to SC..."
That's a glass-half-empty approach, anyway.
That $185.00 rate is the LOWEST average rate at any popular oceanfront resort from Massachusetts to New Jersey.

Anonymous said...

OC is a great vacation town!
I have come there with the family for over 20 years and we love it.
We also visit Assateague Island and the Delaware Beaches + Rehoboth for some shopping.
I highly recommend it to anyone who enjoys the beach and amusement parks.

Anonymous said...

None of you have been on the boardwalk after ten PM in years. The roving hordes of minority thugs run wild, intimidating individuals and small groups, as long as they outnumber them by a wide margin. You should see the shocked looks and quick exits of the families we allegedly cater to. You will have to look very hard to find a police officer. How come the minorities can use profanity, smoke, and intimidate all night long (let alone all the armed robberies and assaults), until the homeless take over at first light? Go downtown, not just walk around around 26th St. Stay up late and see for yourselves.

Anonymous said...

lol......

Anonymous said...

OC is not for familys with children. It feels more this year that the majority of visitors are in the much lower income range....much much lower.

Anonymous said...

You're just an old 'fraidy cat. It ain't that bad.
And (trust me on this), cops are everywhere. They all don't wear uniforms! Don't think for a moment they don't know what is going on at all times on that Boardwalk.

Anonymous said...

Owned a downtown O.C. business close to the boardwalk for a number of years. We called the late night crowd the "Freak Show". That was the only time in my life I had to threaten to shoot someone if they came back into my establishment. I Would not let my family go unescorted on the boardwalk at night in the 90's let alone today.

Anonymous said...

trailer trash and ghetto thugs is all oc has down there any more!

Anonymous said...

Where in this entire country would you let your family go unescorted?
It's a different - and dangerous - time.
Everywhere.