St. Johns County hotels have exceeded modest expectations in pandemic

Jun 10, 2023

When tourism basically halted in St. Johns County at the end of March and throughout April, there was hope of a swift return to the robust scene this area had previously enjoyed.

And when a reopening started slowly in May, there was complete uncertainty over whether travelers would feel comfortable coming to Northeast Florida amid a pandemic that clearly wasn't going to magically dissipate.

Now that the unofficial summer season is about to close with the Labor Day weekend, many in the hospitality industry are happy to say they avoided disaster and are looking forward to a successful holiday.

Irving Kass, owner of the St. George Inn in downtown St. Augustine, said after his boutique hotel closed for five weeks in the spring, he's had enough business to keep regular operations all summer.

"We’ve been pleasantly surprised with the business levels," he said. "They’re still significantly down compared to what normal is, but they are better than we expected."

That's been the case for many hotels in this county, especially those near the beach, which has been open for visitors all summer even when some communities closed or limited access during COVID-19 outbreaks.

"We actually have done a little better than expected all through the summer," Kass said. "We’ve had our entire team working since May 1, and in fact we had to hire a couple people over the summer."

The numbers from early in the summer show that to be true for lodging operations throughout the county. Data provided to the county visitors and convention bureau (VCB) showed the June occupancy in St. Johns County was 52%. While that was down 27% compared to last year, it was significantly better than the overall rate in Florida (41%) or the nation (42%).

"It's still very positive (considering) where we've been," said Richard Goldman, president and CEO of the VCB. "Lodging side has done better than expected.

"The beaches have been a slam dunk and they’re sold out (this weekend). It was very encouraging to hear properties in the old city that are away from the beach were also filling up."

While only a small percentage of its revenue for the year, the 2020 Labor Day weekend is going to be better than last year for almost everyone because Hurricane Dorian ruined most travelers' plans in 2019.

At The Collector Luxury Inn & Gardens, also in downtown St. Augustine, General Manager Charlie Robles said the hotel is booked through the weekend. He said the entire summer season has been steady — although certainly not as good as last year overall.

"Business is a lot better than I anticipated," he said. "I’m seeing a lot of business in the fall and into next year."

Among the keys to success, said both Robles and Kass, has been the fact that visitors are having good experiences despite everything not being open.

The continued closure of the Castillo de San Marcos has been disappointing to a lot of tourists, and the lack of a true nightlife/music scene has sapped some energy from the destination. But the hoteliers said guests have been understanding about such things and appear to be content with the activities that are available.

"We’re hearing very little from the guests of: ‘There’s nothing to do,’" Kass said. "We have not heard that at all. Everyone has actually enjoyed their time in St. Augustine quite well and have been quite pleased."

Robles said his guests have missed being able to socialize at the bar, but mostly they've been satisfied with the St. Augustine experience.

"People are itching to get out and travel," Robles said. "We’re a drive in market so people feel comfortable. People have been so nice about (any inconveniences). I’m glad we’re in a small town where everybody works together."

Goldman said he's hearing similar reports from all over the county, including Ponte Vedra Beach.

Many visitors — and the related businesses — have missed the events this county normally offers, but they seem to have adjusted expectations and maybe tried new things.

Outdoor experiences have replaced other activities for some visitors, Goldman said. Despite all the restrictions forced by the pandemic, tourists and locals have still been able to enjoy activities like boating, fishing, golfing or just hitting the beach.

That has helped to keep this summer from being a disaster from an economic standpoint.

Goldman said there was real fear in the industry that many hospitality businesses would be shuttered for good when the lockdowns first started in the spring. Certainly there will be some casualties, but there has not been a huge spate of closings.

So as the summer season ends, there is a great degree of optimism and hope, especially as news of COVID-19 treatments and vaccine progress trickle in.

Even with that, some industry leaders point out that many businesses are simply surviving, not thriving as before. Until restaurants/bars, attractions and shops can return to full operation, it will remain a perilous situation for many businesses.

"It’ll take getting all the tables back in and filling the enclosed restaurants before everybody is back to putting money in the bank," Goldman said.

But, he added, "The prognosis is very, very good for us."