Spring Break: Good or Bad for Popular Destinations?

Every year, babbles about spring break plans start sprouting after winter break. Destinations are brainstormed and flights are booked. While I can’t say I’m participating in a “college spring break” this year, I know many people travelling to Punta Cana, Cancun, Fort (“Frat”) Lauderdale, Las Vegas, and Puerta Vallarta. Despite many students trying to save a few dollars by driving to their destination of choice, money will be spent upon arrival. Despite the magnitude of the city’s marketing efforts, spring breakers will be found throughout the country.

Different cities choose to attract college spring breakers. For instance, the Daytona Beach Convention Center does not spend any marketing dollars on Spring Break. The hotel chooses to focus on the family visitor, but does not turn down any groups of students. On the other hand, Panama City allocates a good portion of their budget to enhance its reputation as an exciting spring break destination. Depending on the type of image the city is trying to maintain, locals have different views of the economic benefits spring break brings the community. As stated in The Daytona Beach News Journal, “Community boosters estimated Spring Break pumped $120 million into the local economy, but many felt negatively publicity generated by the event outweighed the benefits.” With the city hoping to attract family vacations, MTV hosting spring break did not help promote positive PR for Daytona Beach through various fights, one fatality, and an increase in burglaries and rape reports.

It’s very interesting to compare the opinions of locals living in spring break hot spots. Some are very supportive of the economic boost spring break provides to their community, and several stores rely on this business. However, others look down upon the partying and negative image college students bring to their city. I believe cities have more control over the publicity spring break generates than they think. Through taking an approach similar to Daytona Convention Center -- keep the  focus on the target customer. If a city/hotel does not wish to advertise to spring breakers, it should not spend any money towards doing so. Rather, through marketing to its desired consumer, the location will maintain its image and likely draw less attraction to those looking to party nonstop for a week in March. The majority of college students aren’t seeking a family resort when making their plans. They look to dominate a student friendly location where they will be among a sea of other college students.

The article includes a quote from Kyriakos Drymonis, a Daytona Beach restaurant owner, stating, “You never get a second chance to make a first impression. You have to let people see the product.” It is imperative that cities maintain the reputation they wish to possess. For instance, spring breakers visiting family vacation spots may likely look to return when they, one day, have a family of their own.

The article I reference in this blog can be found here: http://www.news-journalonline.com/news/local/east-volusia/2012/03/06/spring-break-fun-begins-in-daytona-beach.html