PANDEMIC PIVOT HOSPITALITY
“ PEOPLE ’ S LEVEL OF COMFORT WITH TRAVELING IS STARTING TO GROW ” JONES SAYS . “ WE ARE HEADING INTO A BANNER YEAR .”
SUSAN JONES EXECUTIVE DIRECTOR
OCEAN CITY HOTEL-MOTEL-RESTAURANT ASSOCIATION
LACHELLE SCARLATO EXECUTIVE DIRECTOR
GREATER OCEAN CITY CHAMBER OF COMMERCE
“ We acted as an advocate so our community could get back some normalcy .”
It worked .
Communication went beyond the Ocean City Convention and Visitors Bureau and and Chamber members — expanding the email list so all businesses received updates and tools . Also , a list of restaurants offering carry-out was developed , and any operation with to-go options was included . “ We took the perspective of , ‘ We are a community , not just an association , now ,’” Jones says . “ We have to do this for the greater good , and we continue that model .”
Another mission-critical aspect of communication involves giving hospitality businesses resources so they can explain safe practices to guests . An Ocean City Strong and United toolkit was created that included messaging and talking points . Jones adds , “ That way , the front desk staff can answer questions like , ‘ Is it safe to stay in June ?’”
To streamline communication among industry associations , the Partners group was reunited . “ There are so many different organizations in Ocean City , and many of our members were paying dues to five different groups ,” Jones explains , naming the Ocean City Chamber of Commerce , the Ocean City Development Corporation , the Downtown Association , the Worcester County Tourism and Economic Development Office , and the Ocean City Art League .
“ We thought , what can we do to consolidate for the benefit of our businesses so we are all focused on the same path and have a shared vision of making sure our businesses survive ?” Jones says .
The Partners group meets regularly — starting Ocean City Strong and United to share industry best practices and address issues like labor and public relations messaging .
COLLABORATING FOR CHANGE .
Typically , there are 12,000 seasonal positions in Ocean City and about 4,500 of those are filled by J-1 Visa summer work-travel students . Last summer , only 100 students filled those open jobs . Business owners worked endless hours , and many operations limited their hours because there were not enough employees available to work .
The good news is that businesses found ways to adapt . Housekeeping is a prime example .
But heading into 2021 , groups — including the Chamber and the Hotel-Motel- Restaurant Association — are focused on securing employees for area businesses .
Jones collaborated with The Maryland Center for Hospitality Training to launch a pilot program called Connecting Marylanders to Maryland Jobs . Participating students become Ocean City Tourism Ambassadors and are trained in social , soft , and career skills . Upon completion , attendees will receive a credential from The American Hotel & Lodging Education Institute and be placed with an employer in Ocean City who provides housing as a part of the employment package .
As for the J-1 Visa program , Scarlato is anticipating about 2,500 students to kick off the season . “ We could exceed that number ,” she says , hoping for a second wave of interest midseason through fall as more people around the globe are vaccinated and embassies ease travel restrictions .
BRIGHTER DAYS ON THE BOARDS .
“ With vaccines rolling out , people ’ s level of comfort with traveling is starting to grow , and consumer confidence is really shifting ,” Jones says . “ We are heading into a banner year .”
Scarlato agrees . “ We ’ re hearing that visitors are embracing the implemented safety measures . The pent-up demand for travel is going to be a tremendous win .”
In late March , Chamber members began noticing an increase in business traffic , Scarlato reports . “ They ’ re looking forward to generating revenue , hosting visitors in different and new ways , and making permanent investments like adding outdoor seating or finding ways to accommodate more guests while enhancing the visitor experience .”
Meanwhile , investments in the community are up with more vacation homeowners deciding to make the Ocean City area their permanent residence .
Reflecting on the upcoming season , Scarlato notes that “ a rising tide lifts all boats .” +
Cindy Hall joined Deeley Insurance Group in 2016 , and is VP of Sales and Client Services . She has over 24 years of leadership experience with Fortune 500 companies within the food service and hospitality industries . Cindy has an education degree , which supports her desire to continuously learn , promote team building and help others achieve goals . 410-213-5539 chall @ deeleyinsurance . com
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