Think globally, experts tell New Jersey tourism interests

John Curran

Tuesday, July 27, 2004 | 9 a.m.

ASBURY PARK, N.J. -- With 127 miles of shoreline, hundreds of hotels and more amusement rides than you can shake Dad's wallet at, the New Jersey shore is already a big attraction.

But its small businesses, tourism entities and municipalities would do better to unify as one "Jersey Shore" brand instead of promoting themselves with a patchwork of competing programs, according to experts who spoke at a tourism conference held here last month.

The conference, the first of three "Summit on the Shore" events sponsored by the state Casino Reinvestment Development Authority, drew about 600 innkeepers, tourism officials, casino industry leaders and attractions executives to decrepit Convention Hall.

They listened to speeches, brainstormed on the beach and noshed on shoebox lunches -- the traditional fare of day-tripping beachgoers -- while sitting under clusters of hanging beach balls.

"We're here to talk about whether the whole is greater than the sum of its parts," said Curtis Bashaw, executive director of the CRDA. "I don't think we'd be here if we didn't think there was some merit to the idea."

Bashaw, a Cape May entrepreneur appointed five months ago by Gov. James E. McGreevey to run the agency that distributes millions in casino reinvestment obligations, believes "Jersey Shore" should be a brand, not just an expression.

Two experts who spoke to the gathering agreed, warning tourism stakeholders that competition from Walt Disney World, the Outer Banks of North Carolina and elsewhere make it necessary to constantly evolve or lose customers.

Part of the problem is that people don't associate the land of "The Sopranos" with beaches and family vacations, said branding expert Sanford Keziah.

"The Jersey Shore's a much richer offering than a lot of people around the country know about," he said. "They're seeing the sexy offerings of these other places," said Keziah, who referred to Asbury Park as "Beirut on the beach."

Leisure travel expert Peter Yesawich said the use of the Internet to book flights and accommodations has changed the way Americans look at vacations, with cheap fares and rates -- not exotic locales or posh amenities -- emerging as the new status symbols for American travelers.

"Brand loyalty is a very fragile idea in a cost-transparent world," said Yesawich. "The Jersey Shore needs to stand for something consumers find both attractive and motivational."

Participants in the event were divided about whether shore attractions could pull together instead of promoting their own more parochial interests.

"Pennsylvania seems to market their whole state, from the Poconos to Lancaster, and I think we can do it, too," said Sharon Franz, marketing director for Funtown Pier, a 40-ride amusement pier in Seaside Park. "In fact, I know we can."

Jack Morey, vice president of Morey's Piers, which owns five hotels, three piers and two amusement parks in Wildwoods, said the more holistic approach could work.

"To grow the market as well as protect ourselves from shrinkage, we really must come together to develop a brand, a product, a message that reaches more people," Morey said.

Robert McDevitt, a union president who represents Atlantic City casino hotel workers, said it may be unrealistic to expect rival attractions to work together.

"But the governor can dangle all that redevelopment money in front of people, too. People will get cooperative very quickly if the money's there," said McDevitt, president of Local 54 of the Hotel Employees and Restaurant Employees union, known in Las Vegas as the Culinary Union.

Two more "Summit on the Shore" events are planned. The others will be in October in Wildwood and next year in Atlantic City.