Riding it out

Visitors to St. Lucie County, along with other area counties, were slow to enjoy activities at the beginning of the season because of rainy and cooler weather here, but they are starting to pick up as the season moves on, according to tourism officials. They are still predicting a strong year ahead. VISIT ST. LUCIE

Tourist numbers hit by maelstrom of weather and inflation

BY JERRY SHAW

The attractive shops and beautiful scenery near the ocean in Vero Beach always bring in happy tourists with a variety of things to do. INDIAN RIVER CHAMBER OF COMMERCE

After a robust rebound from the 2020-21 pandemic, many establishments on the Treasure Coast have had a disappointing start to the tourist season. The cold and stormy weather, along with the effects of inflation, have made an impact. Nevertheless, owners remain optimistic about the months ahead.

“This year is a little bit slower than last year, at least at the start,” said Robert Rae, general manager at Island Beach Resort, a hotel in Jensen Beach. “It’s been cold for a while. There hasn’t been a huge difference, but it’s definitely off.”

Still, Rae is looking ahead. “I think there will be a little increase, beginning in February.”

Al Moskowitz, co-owner and business manager at Archie’s Seabreeze, a popular restaurant and pub on South Hutchinson Island in Fort Pierce, is hoping for the same revival but has suffered the effects of a bad start. He calls it the worst season since 2018, when he came on board, and the last six months “have been the worst six months this restaurant has ever had.”

“There are several reasons,” he said. “I’ve talked with other clubs and they all say the same thing: the weather has been awful. It was a bad summer — really hot — then cold and rainy. We have 314 seats and 90 percent are outside. It’s really affected us. When it looks like a bad weather day, we’re closed.”

Boating adventures, like those awaiting visitors to Peck’s Lake Park in Martin County, are among the many water activities enjoyed by tourists throughout the season. MARTIN COUNTY OFFICE OF TOURISM & MARKETING

GETTING BY

Nature lovers take in the sights at a variety of parks and reserves in Martin County and many other Treasure Coast destinations. MARTIN COUNTY OFFICE OF TOURISM & MARKETING

But it’s not just the weather. The economy has also been troubling for owners and customers. Some businesses, he said, have jumped ship and sold their establishments for half of what they were listed at. “Other businesses are off 40 percent,” Moskowitz said. “Ours is off 30 to 35 percent.” 

Businesses are facing increased labor costs along with insurance increases, while customers are dealing with inflation, themselves. “I’ve been running this business for six years and customers all say the same thing; everybody is complaining about prices,” Moskowitz noted. “When people are not getting something they’re used to, they’re not happy.”

Yet, he remains hopeful. “We’re fine and healthy, but just barely,” he said. “We’re going to have a normal season, although we might be down 5 to 10%. February, March and April will be good. We’re going to be back.”

Renowned Treasure Coast mainstays have been faring better. The Driftwood Resort, a historic landmark in Vero Beach, continues to attract many tourists and locals. “We’re always doing well at the Driftwood,” said resort staff member Lynn Acor. “We’re over here on the ocean.” Waldo’s Restaurant, on the same property, keeps bringing in patrons through good times and bad, she said. Acor, who is also a tour guide at McKee Botanical Garden in Vero, added business is “doing well” there, as well. Visitors from far and wide are still coming to the subtropical garden.

Tourism officials also have an encouraging outlook for the coming months. “We are down compared to last year but still above pre-pandemic levels,” said Charlotte Bireley, director of tourism and marketing for St. Lucie County. “We’re starting to see it normalizing. Tax revenues are slightly down, but there are several factors.”

Lower hotel occupancy has depressed the county’s bed-tax receipts. Some tourist spots, such as Sandpiper Bay in Port St. Lucie, are going through major renovations. Yet the forecast for the high season — February and March — is good. “From what I’ve been told, we’re looking at a strong season,” Bireley added, mentioning the storms up north are bringing people down here.

Sexton Plaza in Vero Beach is a popular area to enjoy surrounding restaurants and other shops along the beach. INDIAN RIVER CHAMBER OF COMMERCE

OPTIMISM

Beachgoers were slow to enjoy Pepper Park in Fort Pierce, but they are coming back with the warmer weather. VISIT ST. LUCIE

El Niño hasn’t been helping anyone, pointed out Nerissa Okiye, tourism director for Martin County. The El Niño shift, which occurs every two years to a decade, can increase the risk of severe weather throughout the country. “We haven’t had one in the last seven years and they are not necessarily the best conditions,” Okiye said. “It’s been graying and gloomier. The cold, winter weather has been slowing things down.”

County tourist tax reports, based on hotel and resort taxes, have a lag time, so results aren’t fully known for this year, but the latest reports for the beginning of the season do indicate a slow start. Tourism taxes collected in St. Lucie County for October were at $317,784, down from $454,154 the previous October.

Fiscal year results for Martin County show a slight drop in tourism taxes collected from $247,617 in November 2022 to $215,794 in November 2023. In Indian River County, tourist taxes decreased for the month of November 2023 at $312,299 compared to November 2022 at $374,439.

Ben Earman, director of tourism and marketing for the Indian River County Chamber of Commerce, points out that county tourism is still strong. And with beach travel projected to be the trend for 2024, he says that “we expect high numbers as we get further into the season and the year.”

Meanwhile, at Captain Hiram’s Resort and Restaurant in Sebastian, the better season ahead is already noticeable. “We are staying busier and busier every day,” said Kirk Funnell, director of sales and marketing at Hiram’s. “We are looking forward to the rest of the season.”

While the hotel is doing well, the restaurant — partly outdoors — suffers in rainy weather. “Our season picks up in February,” Funnell said. “We had a boom in ’21. We hope to capture the same boom. In this business you have to be optimistic.” 

See the original article in the print publication