We promised on Wednesday that we would review some of the feedback from our article on the beach communities' efforts at re-branding. Before we do, though, we recommend that you read the editorials from the Triangle Business Journal and the Star News on the subject.
The editorial in the Star News was expressive of most of the opinions that we have been hearing since the blog was published. particularly the last paragraph: "They shouldn't look at the Wilmington name as a hindrance but rather as a hook to lure tourists to their accommodations and attractions once they discover the many faces of the Cape fear Coast. After all, Wilmington has many things going for it, it doesn't have a beach." The TBJ editorial was more flippant (blurb, actually--we're not sure two sentences and a sarcasm chaser really count as an editorial) and perhaps too dismissive of the attraction of our beach towns, but nonetheless on point.
Most of the comments we received on the posting were very positive: "insightful," "hit the nail on the head," and "I like the way you think" were the most quotable of the positive comments, which far outnumbered the negative. But there were those who disagreed with our stance, and they made their feelings known. We got one phone call and one message defending the beaches' position, and there was quite a bit said/written that we would like to address. Both raised some fine points; we will not reveal the names or information of anyone who contacted us, and we would like to emphasize that we welcome all comments, positive or negative, as we believe that there needs to be an active dialogue about this situation and everything that surrounds it. With that, we respond:
1. The beaches are not trying to separate themselves, they just want to remove "Cape Fear Coast" from the logo and marketing materials, since the term Cape Fear Coast has proved to be an ineffective and less-than-memorable marketing tool.
If that was indeed the case, we wouldn't be having this conversation--we'd be pitching the idea together. Outside of this immediate area, "Cape Fear Coast" is a head-scratcher, a label that means virtually nothing. We would fully support removing the Cape Fear moniker...but that's not what the beaches are asking for: "elected officials in Carolina Beach, Kure Beach and Wrightsville Beach approved a joint resolution seeking more effective representation of their areas and asking tourism officials to phase out the term "Cape Fear Coast" as the official logo and instead use each individual name of the beach towns (Star News)."
Using the individual names of the beach towns is bulky, impractical, and territorial. Until that request is dropped, we see this resolution as a deliberate affront to the CVB, downtown Wilmington, and the rest of greater Wilmington and New Hanover County.
2. "Wilmington Cape Fear Coast CVB" makes the beaches an afterthought (or a "day trip" or a "sideshow", according to who is speaking). The city is marketed better than the beaches.
No need to repeat ourselves here. Jealousy and in-fighting are not going to help us take share from Myrtle Beach and the Outer Banks; all we're doing here is trying to shift business from one side of the county to the other.
3. The beaches are the reason why Wilmington is a destination. Hilton Garden Inn Mayfaire wouldn't exist without Wrightsville Beach.
First, we are fairly confident that our hotel would still exist; after all, Wilmington is home to several major corporations, historic sites, talented local chefs, a vibrant downtown, a high-quality institution of higher learning, and eclectic shopping, art scene, and entertainment. Indeed, it is precisely because of that diversity of interests and attractions that Wilmington/Cape Fear Coast/New Hanover County (call it what you will for the time being) should be able to compete with other regional destinations, not because we have beaches. We have one of the biggest tourist beaches in the country 90 miles to our south--standing toe to toe with Myrtle and fighting hand-to-hand seems like a poor plan. Rather, we should be able to say we have such incredible diversity that we have all of the benefits of all of the surrounding destinations in one county--and why argue over where to vacation when you can do it all at once?
The sad part, though, is that making the claim that the beaches are the reason why Wilmington/New Hanover County is a destination both proves and emphasizes our original point. The resolution, though made with good intentions, was crafted and passed by those with a vested interest in their towns; therefore, the resolution is inherently territorial and, if enacted, a serious impediment to marketing Greater Wilmington as a destination. The proverbial wolf in sheep's clothing: self-promotion disguised as effective marketing.
Let us hear from you! Next post on Tuesday, January 11.
Comments? Questions? Email us at hgimayfaire@gmail.com.
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