by Douglas E. Fair
Staff Writer
Last year’s Super Bowl has led to a stronger interest in Jacksonville and the one time event is just one of many sporting events driving interest in the city.
John Reyes, the Jacksonville & the Beaches Convention and Visitors Bureau President and CEO, said Jacksonville is becoming a sporting events capital, noting the Super Bowl was a one time event but other events such as the Toyota Gator Bowl, the Atlantic Coast Conference football championship and many amateur events are bringing in sporting enthusiasts.
“Part of the formula is the natural attributes such as the beach, river and good weather which serve as a component on top of bringing in an event,” said Reyes. “The events get people here, allow them to see what we have and allows them to come back.”
Reyes said the high number of people visiting or moving to Jacksonville plays a strong factor in helping to book businesses.
“We look at ourselves as part of economic development. The City, JEDC (Jacksonville Economic Development Commission) and Chamber of Commerce create a positive business environment. Part of the importance of tourism is the overall landscape introduces people and gets them to come here or move here, or both,” said Reyes, adding that all factors play a role in getting people to come to Jacksonville. He said the sporting events make people aware of the city and what Jacksonville has to offer.
Reyes said the news coverage of the Super Bowl provided a better base knowledge of the town, and partially contributed to a first quarter fiscal year increase of 150 percent in the number of hotel room bookings. However, Reyes also credits the increase to a number of factors, from a stronger focus on personal interaction with potential customers to strengthening relationships with the local hospitality community.
Reyes said the Adam’s Mark becoming a Hyatt in April provided a new market for the area. He said they have strong name recognition and work hard to market the hotel for marketing meetings, conferences and as a vacation destination.
“Overall, the hotel community in its entirety is doing well,” said Reyes. “We have heard from partner hotels that business is good.”
The CVB released Friday that it booked 84 meetings, conventions and leisure groups during the first quarter of 2005-2006 fiscal year, for a total of 75,104 room nights. The record number of room nights exceeded the same period from previous year by nearly 150 percent. The fiscal year starts Oct. 1 and runs through Sept. 31.
Reyes did not have figures available to compare the first quarter returns with the second quarter of the 2004-2005 fiscal year in which the Super Bowl took place. But said the results would be like comparing apples to oranges.
According to Reyes, the tourism industry is the leading economic engine for the region with 6.6 million annual visitors generating a $4.3 billion economic impact and over 110,000 local jobs in 2004.