Looking Forward
Beaches will be full with returning tourists and locals as the weather improves. The North Jetty area of Fort Pierce Inlet State Park has always been a pleasant place for beachgoers, swimmers and surfers during warmer and cooler temperatures. ST. LUCIE COUNTY TOURISM AND MARKETING
High hopes for tourism in coming months
BY JERRY SHAW
Nerissa Okiye, Martin County tourism director, is optimistic about tourism in the coming months. MARTIN COUNTY OFFICE OF TOURISM AND MARKETING
It has certainly been a rather chaotic past few months along the Treasure Coast, with the unexpected tornadoes from Hurricane Milton, the recovery that followed, and then the cooler than usual weather that winter has brought, so far.
Business appears to have stayed steady for many establishments, after the holiday season: it has been a cruel winter for folks up North and in the Midwest, and they’ll continue seeking relief in the Sunshine State. Local hotel and restaurant owners, and county officials are optimistic as the big part of the season approaches.
“We’re very hopeful,” said Nerissa Okiye, Martin County tourism director. “We just got a call from one of our hoteliers and the rates [of reservations] were very healthy for February and March. Other hotels are doing good for check-ins. The Marriott is undergoing a $50 million renovation, and they are very hopeful. We are happy to see that.”
Travel agents and eco-tour representatives are seeing an increase in outdoor activities, she said.
County tourism offices face a lag time for reported revenue on hotel bed taxes, but the latest reports in Martin County show improvement over last year at the start of the season. Tourist development tax collections reveal a 13% increase from the previous year with $244,311 for November 2024 compared to $215,794 in November 2023.
“Business has been steady,” said Samantha Bradley, hotel manager at Pirate’s Cove Resort and Marina in Stuart. “We’re doing pretty well, so I think it’s going to be a good season.” When there is cold weather, Pirate’s Cove puts out heaters to warm their guests who linger outside.
POSITIVE OUTLOOK
Not only do our beaches attract visitors, but so too the various waterways on the Treasure Coast. Martin County, like other counties, offers canoeing, sightseeing and other outdoor activities that attract people from all over the state and country. MARTIN COUNTY OFFICE OF TOURISM AND MARKETING
“I’ve spoken with hoteliers and the outlook for the season looks good,” said Charlotte Bireley, director of tourism and marketing for St. Lucie County. “October numbers were substantially higher than October of last year. Unfortunately, it was the result of the hurricane and tornadoes: there was an increase in evacuees from the West Coast (of Florida) as well as recovery teams and displaced families. October was very good due to the unfortunate consequences of the storm.”
October tourist tax collections for St. Lucie County were $461,945, an increase of 45.3% over October 2023 at $317,784.
Local attractions may also see a rise in attendance when warmer weather returns. For example, fans are gearing up for baseball action when New York Mets spring training begins at Clover Park in Port St. Lucie.
“A lot of people are excited about how the Mets did this season,” Bireley said. “Spring training fans tend to get energized a bit more when a team does so well.”
She added that, because of more hurricane damage to the Gulf Coast, “snowbirds that normally travel to the Gulf Coast might be more interested in coming to the East Coast.”
Cindy Rohn, owner of Sharky’s, a popular restaurant on North Hutchinson Island in Fort Pierce, said the year is starting out slow, but she has high hopes for the usual rebound.
“It has been a lot slower, but we’re picking up now,” she said. Business owners were hoping for a comeback following the hurricane and tornadoes, but the cold weather has interfered with that, Rohn noted. There was a brief upsurge during Christmas and New Year’s, but business died down a bit for the restaurant, in the weeks that followed. “We’re hoping in the next week or two it will pick up again.” In the past, the new season begins to show improvement in mid-January, she said.
Inflation has played a major role in higher wholesale costs, which are often passed on to customers. But Rohn said she hasn’t raised prices in a couple of years — although that may become a consideration.
However, Sharky’s problems have been compounded with the building of the new bridge to Fort Pierce’s North Beach, she pointed out. The single-lane formations have caused back-ups, and local residents or tourists might avoid the inconvenience. Construction is expected to last another year and a half.
BUSY SEASON AHEAD
Ben Earman, vice president of the Indian River County Chamber of Commerce, predicts a normal or above-average season ahead for businesses. INDIAN RIVER COUNTY CHAMBER OF COMMERCE
The hotel bed tax was increased to 5 % from 4% in Indian River County — putting it in line with the bed taxes in St. Lucie and Martin counties — after voters approved the additional cent in the November election, said Ben Earman, vice president of tourism and marketing for the Indian River County Chamber of Commerce. The tax is paid by guests in hotels and vacation rentals, not by residents. The additional cent will help fund beach renourishment in the county.
The most recent tax reports for Indian River County are for October 2024, which show $302,907 — an increase from the previous October at $289,717. As with other Treasure Coast counties, hotel occupancy went up following the storms, due to displaced people coming here from the West Coast.
However, Earman stated, “Our area still remains very busy for travel and tourism, and we are expecting an on-average or above-average season again.”
A change in the weather has only improved numbers at Safari Golf and Games in Vero Beach. The first two weeks in January have seen business increase by more than 200 golfers and $3,000 in revenue over this time last year, according to Charles Anania, owner of the miniature golf course and game room.
“We’re doing great,” Anania said. He pointed out that, even in bad weather, people who can’t go to the beach will always come to the 36-hole miniature golf course, which also provides ice cream and a family fun center with party events for children.
“We’re waiting for the season to get underway and take advantage of it,” Anania added.