Debate in Myrtle Beach generated millions in publicity, economic boost

The Republican presidential debate in Myrtle Beach last month injected $2.9 million into the local economy and generated publicity on TV and in newspapers worth $11.5 million, officials announced Friday.

Myrtle Beach’s name landed in more than 131 print stories and 2,149 broadcast stories, as well as more mentions online, according to the Myrtle Beach Area Chamber of Commerce, which estimated that the print and on air exposure is worth $11.5 million. Much of that featured photos or mentions of the popular sand sculpture of the Republican presidential candidates that was built across from the Myrtle Beach Convention Center, where the debate took place Jan. 16.

The coverage in national outlets such as USA Today, MSNBC, the Wall Street Journal and even The Daily Show with Jon Stewart put Myrtle Beach in front of folks who usually aren’t in the chamber’s target advertising markets, said Scott Schult, the chamber’s executive vice president of marketing.

“National publicity takes us beyond those borders,” he said. “We are reaching beyond the core markets.”

Officials touted the national publicity during a luncheon Friday at the Breakers Resort, where officials presented the statistics and handed out awards to police, fire and others who helped make the debate happen, including a representative of the volleyball tournament that had booked the convention center and agreed to be bumped so Myrtle Beach could host the debate.

The national exposure could entice travelers to consider coming here, officials said. It already sparked more online traffic to the chamber’s website, visitmyrtlebeach.com, which had 34 percent more unique visits last month compared with January 2011, Schult said. Officials can’t yet say whether the increased interest will translate into trips here this summer or later.

“This has paid off, it has paid off big dollars,” Myrtle Beach Mayor John Rhodes said.

The debate also injected nearly $3 million into the Myrtle Beach economy during what is traditionally the slowest time of the year.

Attendees, media and others who came to Myrtle Beach for the Jan. 16 nationally-televised debate spent $504,790 on a place to stay with the average daily rate of $109, $298,000 on food and drinks and $734,410 around town, according to Coastal Carolina University, which calculated the economic effect.

About $823,000 was spent on activities such as celebrity concerts, the SC GOP Experience at Broadway at the Beach and receptions before and after the debate, and $520,000 was spent for debate site preparation, according to CCU.

The event also generated $87,710 in local taxes, including accommodations and sales taxes, according to CCU’s Gary Loftus, who presented the economic report Friday and is also an Horry County Councilman.

“In January, that’s a whole bunch of money,” he said.