By DONALD WITTKOWSKI
Even in the age of digital media, there continues to be an old-fashioned way to let everyone know of all the things that will be happening this year in Sea Isle City.
It is Sea Isle’s “Reference Guide,” a must-have, brochure-style compendium of information on everything from the beaches to the public bathrooms, from special events to entertainment, from parking to lodging and from recreation programs to trash and recycling collection.
Popular features of the guide include a Calendar of Events and a foldup map of Sea Isle.
And best of all, the guide is free.
“Obviously, we live in a digital age and many people find their information on social media and the internet. But people seem to very much appreciate the traditional paper brochure,” city spokeswoman Katherine Custer noted of the reference guide’s staying power.
Custer estimated that the guide dates back more than 15 years, growing in size and importance over the years as it has evolved with the expanding demands of Sea Isle’s tourism market.
“There used to be different versions of it. Now, it’s gotten much more comprehensive,” she said.
Custer noted that one woman in town refers to the reference guide as her “Bible.” Other people make sure to place their guides in their glove compartments or attach them to their refrigerators to keep them handy.
“It is a nice, easy and quick reference tool. People look forward to receiving it each spring. The fact that it has an old-school feel to it is a bonus,” Custer said.
This year, Sea Isle has printed 70,000 of the guides. The 2024 editions were delivered from the printer on Tuesday in large cardboard boxes. More than 6,000 of them will be mailed to Sea Isle’s property owners.
Hoping to reach a broad audience of tourists throughout the Northeast, Sea Isle will distribute 34,000 of the guides from Connecticut to Delaware. They will be available along rest stops and service plazas on the I-95 corridor, Pennsylvania Turnpike, the New Jersey Turnpike, Garden State Parkway, Atlantic City Expressway and other locations, Custer said.
Thousands of other reference guides will be distributed to local businesses, the offshore campgrounds near Sea Isle and with the Cape May County Department of Tourism.
One of the most popular places for residents and visitors to pick up copies of the reference guide is Sea Isle City’s Welcome Center on John F. Kennedy Boulevard, across the street from City Hall.
For this summer, Sea Isle City’s Tourism Commission will spend about $100,000 for a marketing campaign that includes billboards, internet videos, social media spots and other types of advertising designed to lure visitors to the shore town.
However, the marketing campaign will also feature a combination of traditional tourism publications – such as rack cards, print ads and, of course, the popular reference guide – to reach vacationers.
The marketing campaign is intended to distinguish Sea Isle from other Jersey Shore towns in the fierce competition for tourism business, particularly during the peak summer season.
Custer explained that the reference guide is one of the centerpieces of the marketing campaign.
“A lot of work goes into it,” Custer said, while giving Sea Isle’s Tourism Office employees Chris Oney and Trish Jackson credit for putting the guide together.
“Welcome to Sea Isle City!” Mayor Leonard Desiderio says invitingly on the first page of the reference guide. “If you’re looking for beautiful beaches, outdoor adventures, free family entertainment, great cuisine, and exciting nightlife – all combined in a warm and welcoming atmosphere – you have definitely come to the right place!”
Although 70,000 reference guides have been printed this year, Sea Isle residents and visitors may also find a digital version of the guide at visitsicnj.com on the “2024 Reference Guide” tab.
