Looks like Coconut Grove is making an advertising push to become the newest South Florida hot-spot.
How much is this advertising push going to cost?
$300,000.
This hasn’t been the only time that Coconut Grove has advertised to bring in visitors. The difference is that the Grove is going for those that are outside the Miami, Coral Gables, and Miami Beach areas.
“For the past two years, we advertised for people to take a vacation in their own backyard,” said Marshall Steingold, the owner of MiamiMaps and coordinator of the promotion in behalf of the Coconut Grove Business Improvement Committee and the Greater Miami Convention & Visitors Bureau.
Who does Coconut Grove want to attract with this ad campaign?
Business owners in Coconut Grove want people “north and west of here within a two-hour drive” to “come here and relax,” says Mr. Steingold. “Coconut Grove is laid-back — sailboats, shopping, dining and of course, hotel rooms starting at $109 a night.”
Who will be the biggest benefactors from this?
Hotels in the Grove area are definitely going to feel the positive effects. “As a hotel, obviously what I want to do is sell a guest room, but I’m really not going to sell a guest room to somebody who lives in Miami,” says Frank Couzo, director of sales and marketing for the Sonesta Hotel and Suites. “The investment has a lot more value to us if we’re targeting people who have a greater propensity to rent a hotel room.”
Restaurants will also get the positive business push. Jackie Osorio, director of marketing and events for Cielo Garden & Supperclub said, “I think it’s a great idea. The area is very local — the tourists don’t know about it.” Doing these advertisements outside of Greater Miami “opens up Coconut Grove itself to other places and people. It exposes us a lot more.”
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