GULF SHORES — Herb Malone had ‘em dancing in the aisles at the November First Friday Forum at LuLu’s on Nov. 7 by channeling his inner Kool and the Gang.

After a slow start – “sometimes we out think ourselves with technology” – Malone droned on happily about tourism numbers, tourists’ intentions and how his group, Gulf Shores and Orange Beach Tourism works to bring in the 95 sporting events it helped recruit and host this year, in addition to 220 meetings or conventions.

But he was building to a point and one the record crowd was ready to hear:

“We were wondering if we were going to flatten out or keep growing,” Malone said, showing a chart listing the amount of money spent by tourists from 2007 through 2013. Included in there were three straight years of record spending, 2011 through 2013.

And when he revealed the new record year, Kool and the Gang’s “Celebration” began blasting through the sound system and Malone – doing something akin to dancing – exhorted the crowd to stand, clap and join him in celebrating.

For the fourth straight year a record will be set and the number expected in 2014 is $375 million, 7.1 percent higher than the $350 million in 2013.

Malone was quick to point out a total effort by everyone in the room including elected officials, local business owners, the Coastal Alabama Business Chamber and members of his own staff.

“Because an amazing recovery of back to back to back to back of record years has gotten a lot of attention nationally,” he said. “I’ve been invited to make presentations and always get the same question: What do you attribute your success to?

“Henry Ford said coming together is a beginning. Staying together is progress, but working together is success. I always point out the coming together and working together, not just during hard times like oil spills or tropical events, but working together all the time.”

He said future success and continued growth depended on focusing on the area’s core market.

“The most important element of this entire cycle and that’s the customer, the invited guest,” he said. “Nothing is more precious to us than families. Family destination is our brand, family-oriented events are our brand. Always has been, always will be.”

The numbers Malone shared were quite impressive.

“GulfShores and OrangeBeach saw an unprecedented 5.4 million visitors in 2013, and we are on track to beat that record in 2014,” Herb Malone, president and CEO of GSOBT, said. “More guests means more business for retailers, lodging providers, restaurants, attractions and more as a direct result of tourism, and increased business means more jobs.” 

According to research by MMGY Global, 81 percent of vacationers say their primary motivation for travel is relaxation, and the AlabamaGulfCoast’s messaging reflects that sentiment.

 “Our area allows guests to retreat and recuperate from the hustle and bustle of everyday life,” Joanie Flynn, vice president of marketing for GSOBT, said. “From a branding standpoint, we reflect our tagline, ‘It’s a Whole Different State,’ across all platforms to bring home the idea of discovering a different state of mind while soaking up the sun or admiring the natural beauty of Alabama’s Gulf Coast.”

 In addition to revenue brought in by traditional vacationers, the destination’s growth is strongly impacted by sports tourism and meetings and conventions. The tourism bureau reports the Gulf Shores & Orange Beach Sports Commission’s 95 sporting events will result in a projected 76,000 room nights, which is a 6.4 percent increase above 2013.

GSOBT’s sales department reports 220 meetings booked through the end of year bringing in an estimated 58,000 room nights, a 6.4 percent increase over 2013.

With a continually growing number of beach guests, GSOBT will build and open the highly anticipated new GulfShoresWelcomeCenter in 2015 as well as enhance the existing OrangeBeachWelcomeCenter.

For more information on this family beach destination, visit GulfShores.com and OrangeBeach.com.