MYRTLE BEACH, SC -- More first time visitors made their way to the Grand Strand in 2010 and the Myrtle Beach Area Chamber of Commerce credits a major shift in advertising.
"Packaging TV with online has helped us to share the Myrtle Beach message with millions of people who've never been here before. Advertising paid off to the tune of about $137 dollars of economic benefit for every dollar invested," MBACC President Brad Dean said.
Equation Research, Inc. revealed the results of the 2010 Conversion/Economic Impact Study to members of the MBACC Marketing Council on Tuesday. Some of the key findings show among those who visited the website VisitMyrtleBeach.Com, an estimated 66% or well over one million people traveled to the area in 2010. 33% had never been to the Grand Strand before.
"The expansion of the website and mobile marketing is now allowing us to reach people we hadn't been able to reach before, more frequently than ever before. The awareness of the 'Visit Myrtle Beach' message, as well as, finally a growing awareness of people outside of the southeast, that Myrtle Beach is actually in South Carolina and not in Florida or other states," Dean added.
Guests spent an average of $2,470 per group during their stay in Myrtle Beach which translates into $2.7 billion in revenue, according to the study. It also found that spending in 2010 was up 12% from 2009.
"The advertising results show that many of the people who didn't come last year are interested in coming here this year, but we also know from the research that gas prices are on everybody's mind," Dean said.
However, an increase in prices at the pump didn't seem to stop visitors from making a stop on the Grand Strand over Easter weekend. Preliminary numbers showed in the days leading up to the weekend 87% of the hotel and condo hotels were booked, which is a significant increase compared to last year.
The study also found at some point during their planning process, at least 83% of those who visited the Grand Strand last year used the internet, proving VisitMyrtleBeach.Com helps visitors book a trip that isn't going to break the bank.
"There's never been a better time for local businesses to share the affordability and value they offer to lure more visitors here for the summer season," Dean said.
Overall, Equation Research, Inc. gave Myrtle Beach a Net Promoter Score of 85%, which is substantially better when compared to competing markets.
