While oil from the BP
PLC spill in the Gulf of Mexico hasn’t hit South Florida, local tourism
leaders are scrambling to find the appropriate message and plan for the
possibility.
The spill has hospitality pros walking a fine line between talking
about it too much and not talking enough, said hotel consultant Scott
Brush, of Miami-based Brush & Co.
“You don’t promote bad facts, but, as long as [facts are] positive,
you want to promote them to a reasonable degree,” he said.
Lucky for Broward County, Nicki Grossman, president and CEO of the Greater
Fort Lauderdale Convention & Visitors Bureau, can
promote a few simple facts.
“Our message is that everything is clear, the beaches are great and
we’ve got great summer values,” she said.
The National
Oceanic and Atmospheric Administration has said that a portion of
the oil slick from the spill in the Gulf has reached the Loop Current,
which could bring it across the Florida Keys and to South Florida.
On May 20, Gov. Charlie Crist added Miami-Dade, Broward and Palm
Beach to the list of counties he has declared to be in a state of
emergency as a result of the oil spill. But, just how much oil could
come here – and in what concentration – remains unclear.
That uncertainty, coupled with images of slime along Louisiana’s
coast, creates a perception problem for South Florida. To combat that,
the Greater
Miami Convention & Visitors Bureau is hoping potential tourists
will view the live video feed on its Web site that shows an idyllic
stretch of sand and surf on Miami Beach, said Rolando Aedo, senior VP
for marketing and tourism. Miami’s CVB has also deployed a Web page
addressing the situation, and it will be posting video interviews with
people enjoying themselves on the beach, he said.
The CVBs in Broward and Palm Beach County are also using their Web
sites to help.
There has not been an impact on cancellations or bookings in
Miami-Dade, Broward and Palm Beach counties, industry leaders said, but
the Florida Keys have not been as lucky.
Following news that a few dozen tar balls had washed up in the Keys,
bookings dropped about 50 percent, said Kevin Speidel, GM of the Casa
Marina Resort and the Reach Resort in Key West. Speidel, also the
president of the Monroe County chapter of the Florida
Restaurant and Lodging Association, said his hotels are
like the Keys as a whole.
“It’s a tremendous slowing of booking pace,” he said.
To counter the fears, the Casa Marina and the Reach are offering
guests a “clean beach guarantee” that would give them refunds if oil
hits the shores.
“People were looking for reassurances,” Speidel said. “We wanted to
provide the reservation agents with some talking points.”
At the Harbor
Beach Marriott Resort & Spa in Fort Lauderdale, there hasn’t
been any discussion of cutting rates, much less offering a clean beach
guarantee, said Jay Marsella, director of sales and marketing. Harbor
Beach hasn’t felt any impact, though the hotel is very concerned and
stands ready to respond if the situation escalates, Marsella said.
No cancellations at Ritz-Carltons
While there have been no cancellations at Ritz-Carlton properties in
South Florida, group business customers have expressed concern,
spokeswoman Michelle Payer said. Ritz-Carlton – which has hotels in
South Beach, Coconut Grove, Key Biscayne, Fort Lauderdale and Manalapan –
probably won’t drop prices below the already competitive summer rates,
she said.
Payer said this situation is like preparing for a hurricane:
Information changes so quickly that it’s difficult to plan.
The CVBs of Miami-Dade, Broward and Palm Beach County plan to join
with Visit Florida, the state’s official tourism marketing agency, for a
marketing push. BP has pledged $25 million to the state for the
marketing effort.
Miami-based cruise giants Carnival Corp. and Royal
Caribbean Cruises Ltd. are watching the spill carefully to
see if itineraries need to be adjusted, the companies said.
Since it sails to New Orleans and Mobile, Ala., Carnival has had to
route some ships around the spill; otherwise there’s been no immediate
impact to business, spokeswoman Jennifer de la Cruz said. Carnival also
sails from Galveston, Texas; Tampa and Key West, she noted.
So far, Carnival has not needed to perform costly hull cleanings on
its ships, but the company would expect BP to pay if that happens, de la
Cruz said.
Key West is Royal Caribbean’s only Gulf destination during the
summer, though it sails to Galveston and Tampa during the winter,
spokeswoman Lyan Sierra-Caro said. The company has not seen
cancellations or a change in bookings, but it stands ready to change
ship itineraries if needed, she said.
The Greater
Miami & The Beaches Hotel Association is advising
hotels to be proactive, President and CEO Wendy Kallergis said. The
association is suggesting that hotels start tracking cancellations and
bookings, and thoroughly review their insurance policies.
“We’re really trying to give them advice on what to do in the event
that something were to happen,” Kallergis said. “The whole thing right
now is that we don’t know what’s going to happen.”
By: Bill Frogameni
Source: bizjournals