NJ HOSPITALITY & TOURISM
Perfect Together : New Jersey , Hospitality and Tourism
The Garden State ’ s many attractions are open for business .
By Diane C . Walsh Contributing Editor
The president of the New Jersey Tourism Industry Association is relieved that she won ’ t have to use the word “ pivot ” this season .
Lori Pepenella said last summer that ’ s all her members did . The restaurants , hotels , museums , amusement parks and everything else connected to the state ’ s $ 41 billion tourism industry was forced to pivot practically every day due to the challenges and restrictions posed by the COVID pandemic .
Social distancing limited crowd size . Restaurants were often forced to abandon indoor seating in favor of outdoor service . Operating hours were reduced and staff shortages had owners pulling their hair out grappling with the effects of the public health crisis .
“ We ’ re not using the word pivot this year . Things are rerouting correctly . We ’ re still cautious but things are going in the right direction ,” Pepenella said .
“ I ’ m extremely optimistic about 2022 ,” she added . “ Group travel , large events , family events and weddings especially are back in the mix ; it ’ s really exciting across the board .” Pepenella ’ s perspective also reflects her experience as chief executive officer of the Southern Ocean Chamber of Commerce .
Her enthusiasm is shared by Dana Lancellotti , president and CEO of the 6,000-member New Jersey Restaurant and Hospitality Association . “ Demand is huge ,” she said . “ People are excited . They are engaged and want to be together again .”
Denise Beckson , vice president of human resources and government relations at Morey ’ s Piers in Wildwood , sees reason to hope too . Staffing shortages vexed her operation last year . But this season Beckson said “ we ’ re getting a good response to our campaign for seasonal workers .” She said local workers are applying for summer jobs and students from overseas are finding embassies are cooperating to get their work visas , unlike last year when the system was mired in delays .
Morey ’ s Piers , one of the New Jersey shore ’ s iconic amusement parks , opened on April 29 . “ It ’ s later than normal ,” Beckson said , adding , however , “ We ’ re hopeful to be back to normal this summer .” She is eager to see visitors ’ numbers increase .
Lori Pepenella
A study commissioned by the state Division of Travel and Tourism late last year predicted visits to the Garden State ’ s many attractions would reach 110.4 million this year — a sizable improvement over the 99.9 million in 2021 . The 2019 peak in tourism was 116.2 million visits before the pandemic struck and shuttered much of the industry . The study by Tourism Economics believes steady growth will bring tourism back by 2023 .
The authors of the study credited the COVID vaccines with renewing people ’ s confidence and desire to travel again . Another indication that tourism will be on the upswing is since last summer the demand for hotel rooms has averaged 93 percent of the 2019 levels , according to the study .
New Jersey is a prime destination because it is within a gas tank ’ s reach of many Northeast metropolitan areas . “ We have the lure of 126 miles of beaches , mountains , great culinary destinations , festivals , concerts , arts and cultural attractions , plus campgrounds and amazing hotels ,” Pepenella emphasized .
One of the key indicators for a resurgence for Pepenella is the Wedding Roadshow organized by her chamber of commerce . For 14 years the event attracted throngs of couples and their families eager for an opportunity to speak with owners and management of some of the best wedding venues offered at the shore .
It ’ s a self-guided tour . But for the past two years it fell victim to the restrictions of COVID . Instead of touring the properties in person and
Dana Lancellotti
meeting with the owners face to face , it became a virtual event . The alternative program did not come near to the success of the original .
But the roadshow was back last month . Twelve venues participated , along with more than 50 other businesses , such as photographers , florists and disc jockeys , which brides and grooms employ for their special day .
“ We ’ re anticipating a very busy summer season ,” Pepenella said .
This month also marked the return of the Spring Lake 5 Mile Run — an exuberant race through the picturesque streets of Spring Lake that attracts more than 10,000 participants over Memorial Day weekend . COVID precautions forced its suspension for two years .
George D ’ Amico , president of the Greater Spring Lake Chamber of Commerce , said the downtown merchants hold sidewalk sales that weekend as a “ jumpstart to the summer season .” Memorial Day is the unofficial start of the season as the shore shakes off its winter doldrums , families flock to beach , summer houses are opened and the boardwalks are filled .
“ This is going to be an outstanding season ,” predicted D ’ Amico , who also owns D ’ Amico & McConnell Realtors in Spring Lake . He said Spring Lake and its neighboring towns of Sea Girt , Lake Como and Spring Lake Heights enjoyed a robust season last year because people preferred “ to stay close to home and took trips down the shore .”
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