How brand spiral damaged a once leading vacation destination city…
Myrtle Beach has long been a popular destination for travelers seeking fun in the sun. However, recent 2023 street traffic, restaurant traffic and data suggests that this coastal paradise is experiencing its lowest summer tourism numbers since the 2020 Summer of Covid.
Brand Spiral: The decline of Myrtle Beach tourism
It’s no secret that Myrtle Beach has always been a top choice for vacationers seeking sun, sand, and surf. However, recent years have seen a noticeable decline in the number of tourists flocking to this coastal gem.
One factor contributing to this slump is increased competition from other beach destinations. However, many local merchants blame the steep and ongoing decline on a concept called BRAND SPIRAL.
Patti, a waitress at Logan’s Roadhouse located at 1136 Oak Forest Lane in downtown Myrtle Beach told our news team that this was a particularly slow summer. The pictures below were taken during peak lunch hour on a rainy day at 1:15 p.m.
In previous years, Logan’s would have a typical 30 minute wait time during lunch hour on a rainy day.
WHAT IS BRAND SPIRAL?
Brand Spiral in the city of Myrtle Beach actually began in the early 1990’s. City leaders neglected city street upgrades, infrastructure upgrades, and policing methods were not proactive. The homeless and drug addict populations in the downtown district were allowed to grow interrupted.
Experiencing this, Myrtle Beach hotel clients began visiting the nearby cities of North Myrtle Beach, Surfside Beach, Garden City Beach, and Pawleys Island.
With occupancy down, Myrtle Beach hoteliers began discounting rooms, which attracted a lower clientele. This lead to recent articles stating Myrtle Beach has the 3rd dirtiest rooms in the U.S.A. Ultimately, the middle class of America began visiting other, more preferred destinations altogether.
THE LONG TERM EFFECTS OF BRAND SPIRAL
In 2023, business is down across the Grand Strand, but not nearly as much as in Myrtle Beach.
Another reason for the decline in the City of Myrtle Beach tourism is changing travel trends among previous guests. More people are opting for alternative vacation experiences such as eco-tourism or cultural exploration rather than traditional beach vacations. This shift in preferences has left Myrtle Beach struggling to attract visitors who are seeking something different from their holidays.
Additionally, economic factors play a role in the decline of Myrtle Beach tourism. The global recession caused many families to tighten their belts and cut back on discretionary spending. As a result, vacations became less of a priority for some households.
The long promised Myrtle Beach downtown redevelopment has largely been unrealized, however, over $50 million in tax funded marketing dollars are still being spent annually by the Myrtle Beach Area Chamber of Commerce.
In fact, the City of Myrtle Beach has the lowest hotel occupancy of any tourist town in S.C.
With so many options available, tourists are choosing to explore newer and more exotic locations instead of returning to Myrtle Beach.
The waitress at Soho Steak & Seafood Sushi Bar told our news team, business was off even on weekends. Weekends are generally the most trafficked days of the week.
Changes in travel patterns and preferences have also played a role in Myrtle Beach’s decline. Nowadays, travelers are increasingly seeking unique experiences and authentic cultural encounters. Unfortunately, Myrtle Beach has struggled to keep up with this shift towards experiential tourism.
Another factor contributing to the decline is the perception of safety concerns among potential visitors. Recent incidents and media coverage highlighting crime rates have deterred some people from considering Myrtle Beach as their vacation destination.
Additionally, economic factors such as fluctuating fuel prices and a slow recovery from previous recessions have impacted people’s ability to afford vacations, leading them to choose more affordable alternatives or stay closer to home.
These various factors have created challenges for Myrtle Beach tourism industry. However, it is essential for stakeholders in the local economy to address these issues proactively and collaboratively in order to revive tourist interest in this beautiful coastal city.
The effect on the local economy
The effect of the decline in Myrtle Beach tourism has had a profound impact on the local economy. With fewer visitors flocking to this popular vacation destination, businesses have been hit hard. Restaurants, hotels, and retail shops that once thrived on tourist dollars are now struggling to stay afloat.
One of the major consequences of reduced tourism is job loss. Many individuals who relied on seasonal employment in Myrtle Beach find themselves unemployed or facing reduced hours. This not only affects individuals and their families but also puts additional strain on social services and support systems.
In addition to job loss, the local government also suffers from decreased revenue. Taxes generated from tourism help fund vital infrastructure projects, education programs, and community initiatives. Without these funds, it becomes challenging for the city to maintain its current level of services.
Furthermore, other sectors indirectly linked to tourism are experiencing negative effects as well. The decrease in visitor spending ripples through various industries such as transportation companies, tour operators, and event planners. This leads to a cascading effect that impacts multiple facets of the local economy.
While there is no denying the grim reality faced by Myrtle Beach’s economy due to low summer tourism numbers currently being experienced; some hope still remains for revitalization efforts of the downtown district moving forward.
MORE DIVIDED THAN EVER
Efforts made by One Grand Strand and the Myrtle Beach Downtown Alliance have yet to impress local business owners.
One key business leaders told MyrtleBeachSC News that leadership downtown was more divided than ever, with many business owners simply trying to make it until the next Summer.
The future of Myrtle Beach tourism
The future of Myrtle Beach tourism holds both challenges and opportunities. As the city reflects on the decline in summer tourism, it becomes clear that strategies must be implemented to revitalize this vital industry.
To begin with, one potential avenue for growth lies in creating a work/live community often espoused by local leaders. While the beach will always remain a major draw, expanding options such as eco-tourism, adventure sports, local downtown residents, and cultural events can attract a broader range of revenue sources.
Additionally, investing in infrastructure improvements is crucial. Upgrading underground sewage pipes, working with Horry County residents on road projects and enhancing accessibility will make it easier for travelers to reach Myrtle Beach from various locations and feel safe once they arrive.
Moreover, marketing efforts need to shift from Ad buys to Brand Management. The advertising can never outpace the quality of the brand.
Collaboration between local businesses, Horry County, and government entities is also essential in shaping the future of Myrtle Beach tourism. The City of Myrtle Beach has lost the clout necessary to continue to run Horry County.
The city must now take a partnership role working alongside and in concert with the county.
In conclusion (as per instructions), although facing challenges currently due to declining summer tourism numbers, there is optimism about revitalizing Myrtle Beach’s position as a top vacation destination by implementing innovative strategies that cater to evolving traveler preferences. With careful planning and collaboration among stakeholders combined with effective marketing tactics targeting diverse audiences – all while maintaining its natural beauty – Myrtle Beach has an opportunity for renewed success in attracting tourists from around the world