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Local Businesses in Panama City Beach Fight Back Against College Spring Break Forming the Pro Family Spring Break Coalition

Posted on: Monday, 19 March 2007, 12:00 CDT

PANAMA CITY BEACH, Fla., March 19 /PRNewswire/ -- With the mayhem of college spring break in full swing, The Resort Collection of Panama City Beach, Intrawest, Sterling Resorts and Waterstone Resorts have joined together to form a Pro Family Spring Break Coalition. The coalition is leading the renaissance of the Redneck Riviera by marketing to "families only" for spring break, with most of its resorts allowing no one under the age of 25 to book a room.

"Our vision is consistent with the corporations coming to our beautiful beaches such as the Simon Group's Pier Park complex, St. Joe Developments, Audubon Society nature center and new Bay County airport," said Paul Wohlford, vice president of sales and marketing of The Resort Collection of Panama City Beach and president of the Pro Family Spring Break Coalition. "College spring break hurts our destination and the demographics are inconsistent with the customers of our businesses."

While college students wait all year for bikini contests and late night parties, that is exactly the image the Pro Family Spring Break Coalition is trying to shed. "Panama City Beach is known for being the 'Spring Break Capital of the World,' but we have so much more to offer," states Wohlford. "We are tired of being portrayed as the place for college kids to party."

Daytona Beach and Fort Lauderdale have successfully closed their doors to rowdy spring breakers by marketing to a more upscale demographic. In fact, Fort Lauderdale experienced a ten-fold increase from $100 million to $1 billion in spring break revenues by marketing to upscale families. By implementing successful marketing campaigns in Daytona Beach, such as "Spring Family Beach Break," the number of students has dropped from 400,000 to a trickle in less than 3 years. "Panama City Beach must follow in their footsteps and learn from their success to shed our 'Spring Break Capital of the World,' image for good," states Wohlford. As Panama City Beach takes on one of the most dramatic re-developments in history, the Pro Family Spring Break Coalition recognizes the immediate need to strategically redevelop the communities marketing plan as well.

The Pro Family Spring Break Coalition is fighting back by marketing the "natural highs" of Panama City Beach. Unknown to college students frequenting local clubs, the destination includes a myriad of family activities such as exploring nature at St. Andrews State Park, snorkeling amongst tropical fish at uninhabited Shell Island and swimming with dolphins at Gulf World Marine Park.

According to Wohlford, "Panama City Beach has one of the most beautiful beaches in the world and offers great activities that we want families to enjoy, without being exposed to the questionable antics of the typical spring breaker."

For more information on The Resort Collection of Panama City Beach or The Pro Family Spring Break Coalition, call (800) 874-8686 or visit http://www.edgewaterbeachresort.com/.

The Resort Collection of Panama City Beach

CONTACT: Courtney Miller, +1-850-668-2222, or cmiller@zimmerman.com, orKerry Anne Watson, +1-850-668-2222, both of The Zimmerman Agency for TheResort Collection of Panama City Beach

Web site: http://www.edgewaterresortnews.com/http://www.edgewaterbeachresort.com/

Source: PRNewswire

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