Holly V. Kapherr
Over the past year, the tourism board at Visit Panama City Beach has taken great care to change the narrative around the coastal vacation town, situated on 27 miles of sand on the Gulf of Mexico in Florida's panhandle. Formerly known as a spring break mecca for college students, Visit Panama City Beach has worked hard to emphasize the destination as a 12-month, family-friendly vacation hot spot. It's working.
On Aug. 7, the organization announced that tourism in June was up 10.4% year over year. For the year, tourism is up 8.5% so far. CEO Dan Rowe said in a press release, "The destination's June results reflect the entire tourism community's objective of attracting families looking to create lasting memories with their loved ones to celebrate the end of the school year and start of summer."
Jayna Leach, vice president of marketing for Visit Panama City Beach, outlined some of the reasons she feels the area saw such growth. She says one of the main differences was the change in strategy. "We wanted to become a 12-month destination," she says. "Our targeted, robust effort culminated in the Make It Yours campaign." The campaign showed audiences that a visit to Panama City Beach could be tailored to their preferences, and that each repeat visit could be different. As part of the campaign, visitors to the website could take a quiz and pinpoint activities that would best suit their desired vacation vibe.
Leach also shared some other major wins the tourism board has had that perhaps boosted numbers in 2018. "We have really put emphasis on events," she says. She cites the UNwineD event in March, a local wine festival with concerts in the park. "Having an upscale event like this in March, when one might think we'd be in the middle of spring break, changed the narrative," she says. In June 2018, when Panama City Beach saw the greatest increase in visitors, the 2018 Summer Concert Series at Aaron Bessant Park Amphitheatre brought in artists like Paper Work and the Lee Boys.
Panama City Beach also unrolled a Thanksgiving weekend initiative called "Beach Home for the Holidays," which was highly successful last year. "Fewer families are doing the traditional holiday thing these days where everyone stays home and mom cooks a big meal," says Leach. "We have seen many families gravitate toward renting a beach condo and having a much more laid-back holiday season." Visitors to the area can gather around fire pits with s'mores, enjoy concerts and holiday decor, a well as a 30-foot Christmas tree and fireworks at Pier Park.
When asked how Panama City Beach intends to keep the momentum going through the rest of 2018, Leach replied, "There are so many new things going on that keep driving home the point that Panama City Beach is a year-round destination," she says. In September, a new Sky Wheel will open at Pier Park, which will give visitors a bird's-eye view of the coastline and emerald waters that part of the Gulf is known for. Below the Sky Wheel, Leach says there will be a zip-line course and mini golf. Paula Deen's Kitchen will also open nearby. "Last year we saw Hampton Inn and Holiday Inn open new hotels directly on the beachfront. This year, we expect Springfield Suites will open right near Pier Park, our shopping, dining and entertainment district," says Leach.
While the beachfront and Pier Park are getting a lot of love from visitors, Leach says there are some hidden gems any visitor to the area shouldn't miss. "St. Andrews State Park was voted the best beach in America in 1995, and its natural beauty is gorgeous," she says. "Shell Island is a barrier island you can only reach by boat. There, you can scuba dive, snorkel, paddleboard or just laze on the beach. The third hidden gem is Camp Helen State Park, another beautiful, serene part of our shores." With such an increase in interest to the area, these hidden strands are likely to be more sought after as places of refuge within Panama City Beach's ever-growing shorescape.