by J. Brooks Terry
Staff Writer
With the 2004 Toyota Gator Bowl just three days away, many dining and lodging establishments in and around Jacksonville say they’re anticipating a healthy post-holiday cash influx and, if the trend from previous games means anything, the money is on its way.
According to the Jacksonville & the Beaches Convention Bureau, as of late last week area hotels were over 96 percent occupied and climbing.
In 2003, game attendees booked 30,008 room nights and generated direct expenditures in the community estimated at $11.1 million.
“We’ve been sold out for nearly four months,” said Don Dickhens, the Adam’s Mark Hotel general manager. “And I don’t think you’ll find very much of anything around here by now.”
The Adam’s Mark, also this year’s Gator Bowl headquarters, is being filled mainly with industry and media representatives.
“In our case, a lot of our rooms were blocked out quite a while before the teams were even announced,” he said. “The rest filled up pretty quickly.”
Hotels close to Alltel Stadium such as the Omni, Hilton and Radisson on the Southbank also have been booked far in advance.
Downtown restaurants, including Bravo!, bb’s and Ruth’s Chris each said they have a few slots available in and around Dec. 30, but declined to speculate on the turnout or the waits would be like.
“We always get pretty heavy crowds when a special event comes to town,” said a bb’s representative. “In our case, you can call ahead and get on our preferred seating list. That helps, but you never know.”
To avoid maximum crowds, all three restaurants agree: the earlier you arrive, the better.
“It’s just one of those times when a lot of people flood the area, especially downtown,” said Dickhens. “And it’s a little different from the Florida/Georgia game.”
Dickhens and Adam’s Mark communications director Laura Cagan said the Gator Bowl clientele is of a higher caliber and, unlike the younger crowds of Florida/Georgia, have money to spend.
“That’s true,” said Dickhens. “This really is when we’re really able to sell the area.”
Rene Schiegg, general manager of the Sea Turtle Inn in Atlantic Beach, agreed.
He said despite having less than half a dozen rooms left at his hotel, those rooms will go quickly and the opportunity to turn a heavy profit won’t be far behind.
“Don’t get me wrong, Florida/Georgia is a good game, too,” said Schiegg of the comparison between the two games. “But the people coming to town for the Gator Bowl come here to spend a little more money.”
Schiegg said in addition to being at the center of all Gator Bowl activity at the beach, one reason more money comes into the area is because many people extend their stays through the weekend.
“Most of our guests are from West Virginia and they’re making their stay here into a vacation,” he said. “They’ll be here much longer than one day.”
In fact, higher end hotels as far as 100 miles away say they’re getting somewhat of a windfall, too.
Adam’s Mark and Hilton hotels in Daytona Beach say they have only a few vacancies left because of those attending the game. Neither hotel knew how long the rooms would remain open.
“It works well for us because we’re sort of in a middle spot between the game and everything in Orlando,” said an Adam’s Mark representative. “A lot of people can stay with us or another hotel here and not have to drive too far to enjoy both.
“We get the families and the football fans. We have to work a little harder, but the Gator Bowl is pretty good to us every year.”