It starts with an improving economy, which includes the return of corporate travel to an already resilient leisure travel scene.
The U.S. Open Championship — held in June on the venerable Pinehurst No. 2 — was a huge ingredient. The Open drew record crowds and had an estimated economic impact of $124 million on the 12-county region.
Phenomenal weather, some well-placed amateur athletic events and gatherings such as the USA League Tennis Championships, the 2005 Bikers Round-up in nearby Rockingham and the N.C. Forestry Association Carolina Log-in, along with record hotel revenues, complete the mix.
While the state won’t release its annual total visitor spending numbers by county until this summer, the bureau says there is enough evidence to support all the jubilation coming from the local tourism industry.
The Convention and Visitors Bureau serves as a tourism data collection point, and it has ample ammunition to support these claims. The bureau released a batch of data last week.
n Hotel demand, which is defined as the total number of rooms occupied during the year in 44 hotels in the area, hit a 15-year high, up 13.4 percent over the 2004 total.
n Hotel occupancy was up 9 percent, and the average daily rate (ADR) for these hotels rose 7.3 percent. The area can boast one of the highest ADRs in the state, driven by the large number of resorts and golf courses in the area.
n More people chose Moore County as their destination in 2005 than in any year before, and the record crowds at the U.S. Open accounted for a good portion of the gain.
It’s estimated that during the Open, more than $10 million was spent on lodging in the county over the 10-day period of the event — that’s an average of $1 million a day — and more than $9 million was spent in the massive merchandise tent at the Open, according to the bureau.
And the media couldn’t stop gushing over the great hospitality and great action on the course where Michael Campbell held off a charging Tiger Woods.
“There is no question that 2005 will be a year to look back on with fond memories,” said Caleb Miles, president of the Convention and Visitors Bureau. “The unprecedented international media coverage of the U.S. Open coupled with the tremendous financial success makes for a very winning formula.
“While we know it is unrealistic to expect to top these high marks in 2006, we see a bright future as the positive momentum of ’05 flows into the New Year.”
David Sinclair can be reached at 693-2462 or by e-mail at dsinclair@thepilot.com.
