1	"Cape May County League of..." Cape May County League of Municipalities Cape May County Department of Tourism M. Susan Sheppard, Freeholder Diane Wieland, Director dwieland@co.cape-may.nj.us November 22, 2011
2	"In 2010 Cape May County..." In 2010 Cape May County generated $5.275 Billion Second in the State after Atlantic County. Total statewide $35.5 billion Accommodations $2.867 Billion Food $1.066 Billion Entertainment $ 454 Million Retail $ 841 Million Transportation $ 42 Million Spending in NJ was flat in 2010 and visitation was up, Cape May County bucked that trend in 2010 with a 5.4% increase. Cape May County performed quite well during the Recession and lead the way in recovery for the entire state of NJ. Ken McGill, EVP, Vantage Strategy Cape May County reached new heights statewide, rental income was up, generating a record $1.7 billion in 2010. Entertainment/amusements spending is the highest in the state. With 24% of total statewide accommodations in Cape May County, approximately $16.85 million in Occupancy taxes was paid in 2010 by hoteliers. Data provided by Vantage Strategy for Department of State, Division of Travel and Tourism
3	"There are 45,000 cities" There are 45,000 cities, towns, townships and counties in the U.S. - 1,500 cities across the country turned to tourism to supplement their core industry this past year. Spending on travel and tourism increased at an annual rate of 2.6% in the second quarter of 2011. Tourism outpaced growth in real gross domestic product (GDP), which increased 1% in the second quarter of 2011. The growth in real spending on tourism primarily reflected increases in total transportation, recreation & entertainment. Travelers think less of the airline industry than they do of driving their vehicle or riding a bus. Baby Boomers make up 80% of travel spending in the U.S.
4	"Tourism destinations can no longer..." Tourism destinations can no longer survive on seasonal business and are expanding and/or developing secondary lures to bring customers back. To grow tourism and expand the season communities and businesses must focus on whatever it takes to make them different or better – specialize! You can’t be all things to all people; find your niche and promote it. Being green makes sense and eco-travel continues to score high with vacation planners who want to connect with the outdoors; they are using trails, lakes and parks, and attending outdoor events and festivals. Countywide, 54,511 acres of land is currently allocated for eco-tourism. Second homeowners are key to growing tourism beyond the summer season.
5	"2011 Tourism Intercept Survey" 2011 Tourism Intercept Survey: Why do you vacation in Cape May County? 79% said the beach 44% said because CMC is family oriented 29% said Family Tradition 28% said close to home 25% said safe 23% said friendly 21% said clean 9% said value
6	"50" 50% of all second homes in New Jersey are located in Cape May County. Rental income was $1.7 Billion in 2010. 47% of all dwellings in CMC are ‘second homes’. 51% use it as a vacation home only. 44% use it for both vacation home & income property. Second homeowners come to CMC on average 10 times per year. 41% come during the winter months. 70% come during the Spring and Fall. 56% live in Pennsylvania. 63% are 55 or over – Baby Boomers 66% have an annual household income of $100k plus.
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8	"Gateways create good first impressions..." Gateways create good first impressions and give residents and visitors a feeling of having ‘arrived’. Gateway signs should showcase what you have that is special, but does not have to be at the entrance of the town. Use it to direct people to your downtown or best attraction. Wayfinding systems should be directional and help people navigate public spaces. Wayfinding systems can fulfill the accessibility needs of special user groups. Wayfinding signs and gateways can be rolled out over a few years. Signage should include government and public entities as well as social organizations and amenities.
9	"A wayfinding system includes more..." A wayfinding system includes more than signage. It may also include: Landscape architecture, foliage, site topography Interior & exterior design and lighting, color and textures Maps, directional signage for public buildings and amenities as well as attractions. When properly developed, the core elements of a wayfinding program work to assist users to: Know where they are. Identify their destination and follow the best route. Recognize their destination upon arrival. Safe return back to their point origin. Becomes an iconic gathering place and enhances the experience.
10	"Reinforces a positive visitor experience" Reinforces a positive visitor experience Builds community pride Educates locals and visitors about what you have and where it is located Identifies a destination Links a community/county as one Reduces traffic congestion Increases local spending Is as much a science as it is an art Becomes an icon and ties in with your marketing efforts Plays a role in branding efforts
11	Where are we headed? Branding and Wayfinding for Cape May County Workshop and brainstorming Session Help define a program that will guide the County and all its municipalities to create a coordinated system of wayfinding signage as well as branding through urban design features. Wednesday December 7, 2011 Council Chambers Avalon Borough Hall 3100 Dune Drive Avalon, New Jersey 11:00 Brainstorming Program 12:30 Lunch Courtesy of the Borough of Avalon