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Atlantic Beach council hears two tourism marketing pitches; budget will decide next steps
Summary
Councilmembers heard rival proposals from Raleigh firm E&V Group and local shop Finished Works on May 18, 2026, focusing on benefits-based messaging, audience segmentation, and short-form video. Council signaled interest but said hiring would depend on budget availability.
The Town of Atlantic Beach heard presentations May 18 from two firms seeking a tourism marketing and public relations contract, and councilmembers said they liked elements of both but must weigh cost in the coming budget cycle.
E&V Group’s Lee Plummer and Mary Wesley Craft urged the town to reframe communications around benefits — “explain why it matters to residents and visitors,” Craft said — and to tailor messaging by audience, distinguishing permanent residents, second homeowners, business owners and tourists. Plummer said the firm would begin with an immersion and planning phase of one to three months followed by a six‑ to twelve‑month implementation period. He recommended message templates staff could use for topics from parking policy to hurricane response.
Finished Works principal Mark Crews emphasized local knowledge and rapid response, arguing that short‑form video produces the highest engagement. He presented examples from neighboring towns and proposed an "Always Be" campaign — taglines such as “Always Be Relaxed” and “Always Be Exploring” — to connect tourism promotion with practical communications like parking and utility notices. Crews recommended translating technical items such as utility rate increases into everyday comparisons and posting regular videos showing services funded by parking fees.
Councilmembers said staff handles routine communications well but would benefit from a more strategic structure. Mayor Pro Tem Harry Archer said E&V’s emphasis on benefits messaging matched concerns he has raised, while others praised Finished Works’ capacity to produce on short notice. Councilmembers also noted that the County Tourism Development Authority already spends at scale on marketing for Atlantic Beach, which factors into any local contract decision.
Neither firm fully answered the three written questions submitted in advance, and councilmembers said a hiring decision would depend on whether the service could be funded within the proposed FY2026‑27 budget. No contract decision was made; council indicated further discussion and budget consideration will follow.
