N.J. seeking answers from tourists

Hathy Hennessy

Monday, Aug. 16, 2004 | 9:13 a.m.

ATLANTIC CITY -- Is it the boardwalk, the casinos or the Victorian charm of Cape May that brings vacationers "down the shore?"

New Jersey tourism officials want to know what beachgoers like and what they don't like about visiting seashore resorts as they look to revamp the way the region is marketed.

Starting this month, workers wearing yellow visors will survey up to 10,000 visitors at Garden State beaches, amusement parks and motels. They will be asked things like how friendly the locals are, what other destinations they considered before choosing the Jersey shore and how the shore experience could be better.

"We want honest feedback," Gov. James E. McGreevey said in announcing the survey (prior to announcing his own plans to resign). "The first step in any planning is to know what the customer wants."

Looking at it almost like a product launch, state officials hope to develop the Jersey shore as a brand as familiar to visitors as their favorite soft drink. They hope it will allow them to compete with other locales like Cape Cod, the Hamptons and the Outer Banks.

"The Jersey shore is certainly a household name. But the tourism marketplace is increasingly competitive. We need a marketing strategy," McGreevey said.

Visitors to Atlantic City recently had some ideas about how to improve the shore.

The chance to walk the boardwalk makes the trip worth it for Troy Roberts, 52, of Queens, N.Y., who visits the gaming town twice a year. But it could stand to be a little cleaner, he said.

"They need to get rid of the bums," Roberts said.

While he enjoys shows and concerts, he was disappointed there weren't more entertainment options.

"I just came from Las Vegas and there is tons of entertainment there," Roberts said.

New Yorkers John and Gail Porter could visit the casinos in nearby Connecticut, but the state lacks one thing that Atlantic City can offer -- beaches just footsteps away from the gaming halls.

The couple makes the drive down the Garden State Parkway about twice a year to gamble and hang out on the boardwalk. Better shopping options and more family entertainment could make the trip even better, the couple said.

"It's come a long way from where it was and it has a way to go," said John Porter.

The surveys will be taken until Aug. 21. Results will be announced on Oct. 20 at a meeting at the Wildwood Convention Center.

More than 65 million people visited New Jersey in 2003, according to the state tourism officials. Travel and tourism generate $31 billion for the state's economy each year.