“Is it time for the Grand Strand to market in a more effective way, discarding the term “Myrtle Beach Area” altogether? “
The Myrtle Beach Area Chamber of Commerce is paying for a new survey which uses a term locals say is too non-defining. The term is “Myrtle Beach Area”.
Locals say the term is also outdated and non-specific.
MBACC CEO Karen Riordan said they’re using a marketing firm called MMGY on brand strategy.
“This resident survey is just one aspect of the research MMGY is doing on our behalf,” Riordan said. “The full research project includes stakeholder interviews, a full destination audit, and a quantitative visitor survey. We expect to receive the results of the research from MMGY in early 2020.”
THE SURVEY’S PROBLEM: THE GRAND STRAND IS BETTER THAN MYRTLE BEACH
The Myrtle Beach Area Chamber continues to work from a 1980’s paradigm. Cities like North Myrtle Beach, Surfside Beach, Garden City, and Pawleys Island operate on a different brand strategy than downtown City of Myrtle Beach.
The same is true of Carolina Forest which is considered part of the Grand Strand.
Most of these areas no longer identify as “Myrtle Beach.” In fact, few of these coastal areas want to be categorized as “Myrtle Beach.”
The City of Myrtle Beach has been mismanaged and poorly governed for decades. The city is in decline and denial.
However, Surfside Beach, North Myrtle Beach, Garden City and Pawleys Island continue to offer highly sought after vacation experiences.
We reached out to the Myrtle Beach Area Chamber via email
Karen, (MBACC C.E.O.)
While MBACC has over $50 million in its annual tax budget, brands like KMART, TOYS R US, PONTIAC and more have learned first hand “No amount of advertising dollars can overcome a bad brand.”
The Myrtle Beach name is now a marginal, discount brand name and will continue to be so for the next 10 years minimum.
I believe towns like Surfside Beach, NMB, and Garden City are more upscale coastal towns. Top end visitor dollars are often not realized when those towns are marketed in concert with a budget destination city’s name.
Is it time for the Grand Strand to market itself in a more effective way, discarding the term “Myrtle Beach Area” altogether?
Click here to take the survey.
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