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Awkward holiday: Outlook uncertain as boom time looms in Ocean City

Reed Shelton and Doug Ferrar
The Daily Times

Mild and drizzly conditions with gusty winds and a handful of hot, dry days made for lukewarm business in June, for some Ocean City businesses.

The Boardwalk in Ocean City is busy Sunday as visitors turn out to enjoy a sunny afternoon.

But others said business wasn't much different from last year.

The Fourth of July holiday is looming, normally a time when business owners expect a boost in tourism numbers and a corresponding increase in income. While many owners are looking forward to next week, some point out that the holiday falls midweek this year and as a result they aren't expecting much.

But others say any boost is better than none. 

According to metrics provided by OCOcean.com, the official Ocean City tourism website, the Fourth of July holiday heralds the most profitable month of the year for the bustling tourist town.

Beachgoers enjoy the sunny weather Sunday in Ocean City.

By the numbers, July 2016 raked in the most tax revenue of last year. Tax revenue on hotel rooms alone came in at $4,262,907, and tourist-coded sales tax earned the town a staggering $10,551,436. Both these sources of revenue were increases over 2015, which itself saw an increase over the year before.

July was a typically big boost over June 2016, which took in $2,661,210 in room taxes and $6,492,773 in sales taxes, still an increase over the previous year. But that month also saw a small drop in food, admission and amusement taxes over the year before.

The site doesn't yet have figures for this year. But local business owners and managers know what they've seen so far.

It's been “so-so,” said Kira Wheeler, front desk manager for four years at the Holiday Inn Oceanfront Hotel. But that's not a bad thing.

The Holiday Inn at 66th Street in Ocean City.

“It’s been pretty average for us," she said. "We’re usually close to sold out, and it’s been going pretty decent for us since February. We’re really doing well enough so far this year, so the holiday is just a perk for us.”

Candice Giardina, co-owner and manager of Back Bay Adventures, a fishing charter, jet ski rental and private cruise outfit on 32nd Street, said their season doesn't really start until July, so while business has been slow so far it's neither a surprise nor a problem.

"We start off slow in the spring and it picks up when the kids get out of school," she said. "Fourth of July, we get a pretty good crowd of people who want to go fishing, waterskiing and it brings a lot of people to the town which is good. We get some really good family-oriented groups and from then on out we're pretty busy the rest of the season. We're looking forward to that."

Thrasher's fans line up for the legendary french fries Sunday on the Boardwalk in Ocean City.

An issue is Back Bay Adventures' location. More people in town means more people are likely to find them.

"People really have to use their social media and our Trip Advisor reviews to find us," Giardina said. "So once people go to Jolly Roger they kind of see us more. Fourth of July and having people do their internet research really helps us out."

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But other charter and rental outfits are feeling a slow season, too. James Kramer, owner of All About Fishing OC, said business has been off and he's not alone. 

“I can say it’s been slow so far this year," Kramer said. "There’s been a couple factors — the wind and the cool weather have been dragging us down a bit, and I’ve spoken to other people doing this same thing in the area that are saying the same thing. We’re just taking it as we can and staying on top of our website and Facebook page and talking to everyone we can to get the word out.”

A view of the Bahia Marina in Ocean City on Sunday.

Despite the drop in business, Kramer isn't expecting the holiday to bail him out.

“To me it’s just irrelevant, I’m trucking along and doing what I can," he said. "I’m sure it’s gonna be really crowded, but I’m just working like I always do. A lot of people say it’s going to be the real kickoff to the summer, so we’re still looking forward to it.”

The water is usually crowded on a Fourth of July weekend, and despite the holiday falling on a Tuesday, Kramer said he still expects it to be "crazy out there." 

Unlike the charter and rental industry, the restaurant business has seen only marginal revenue changes over last year. 

Business at Seacrets has not been particularly slow compared to last season, said General Manager Scott Studds, but he's also not expecting a big boost from the holiday week.

The Boardwalk is busy Sunday in Ocean City with beachgoers out to enjoy a sunny afternoon.

"The weather's been iffy here and there but it was at the beginning last year too, so it's somewhat comparable," Studds said. "The Fourth is in the middle of the week. I do think it will bring an increase in terms of each day, but I don't know if you'll have that big pop of the actual Fourth, but it will make every day a little bit better."

Chip Holloway, manager of The Bearded Clam, has similar expectations.

“I think July’s gonna be very, very busy," Holloway said. "Being that the Fourth lands on a Tuesday it isn’t gonna be the best — not as crazy as normal — but it’s still a holiday we all look forward to.”

Though the weather factor has caused a slight dip in income, Holloway isn't expecting the holiday week itself to be more than the beginning of the busier season.   

The Bearded Clam in Ocean City.

“It’s definitely a little icing on the cake, but it’s also exactly when business really starts to pick up. It’s when the 100-day war really starts,” he said, referring to the town’s busy season between Labor Day and Memorial Day. “This’ll be when we really start to pick up."

Matt Saloney, manager of Bull on the Beach at 94th Street, said they’ve seen modest increases in business this season compared to last year, but nothing to write home about.

“Compared to last year it’s been about the same, but maybe just a little bit busier,” Saloney said.

The upcoming holiday is going to be welcome no matter what, Saloney said, describing his staff’s effort from the Fourth onward as full-throttle until the end of the summer.

“We celebrate here and do a little bit of a cookout for all our employees and celebration on the third, but then it’s go time," he said. "We’re going full-force from the Fourth onward.”