FREEPORT – Despite a soggy start to the unofficial beginning of the summer season over Memorial Day weekend, Freeport retailers and local economic officials are cautiously optimistic for a strong season as the region continues to recover from the economic downturn.

“If we base our numbers on retail sales, we’re definitely seeing an improvement year after year,” said Janet Dutson, executive director of FreeportUSA, which promotes tourism in Freeport. “If we use anecdotal evidence, retailers are reporting a strong start this year. People are very optimistic that things are picking up after the financial debacle of 2008.”

Dutson said a key indicator of what a particular tourism season may bring could be found in advance hotel bookings.

“Bookings were up 7 percent last year and we are seeing strong early reservations so far this year,” said Greg Dugal, executive director of the Maine Innkeepers Association. “Everything is pointing up.”

Dugal said Freeport is helped by a lack of hotel rooms in Portland, as the city waits for a number of hotel building projects to be completed at the By Matthew Stilphen

mstilphen@keepmecurrent.com

Despite a soggy start to the unofficial beginning of the summer season over Memorial Day weekend, Freeport retailers and local economic officials are cautiously optimistic for a strong season as the region continues to recover from the economic downturn.

“If we base our numbers on retail sales, we’re definitely seeing an improvement year after year,” said Janet Dutson, executive director of FreeportUSA, which promotes tourism in Freeport. “If we use anecdotal evidence, retailers are reporting a strong start this year. People are very optimistic that things are picking up after the financial debacle of 2008.”

Dutson said a key indicator of what a particular tourism season may bring could be found in advance hotel bookings.

“Bookings were up 7 percent last year and we are seeing strong early reservations so far this year,” said Greg Dugal, executive director of the Maine Innkeepers Association. “Everything is pointing up.”

Dugal said Freeport is helped by a lack of hotel rooms in Portland, as the city waits for a number of hotel building projects to be completed at the same time the Eastland Park Hotel has closed for renovations.

“Moving forward, this should be an incredible year,” said Dugal. “A bad March and April will be made up for immediately by a strong July and August. The area has already seen a few busy weekends with Canadians traveling for Victoria Day, combined with a stronger Canadian dollar.”

The season as a whole has been starting later, said Dugal, a sentiment echoed by Chris Shaw, general manager for Freeport Seafood restaurant.

“The season really starts on the Fourth of July. I’ve been in the restaurant business for many years and the Fourth is the drop-dead kickoff,” said Shaw. “It has to do with kids getting out of school later in June, nobody seems to travel until then. Freeport can be a little different because it’s a shopping destination, a rain-or-shine reality, but June will probably be slow. Last year was our first year in business and was a little bit of a disappointment, to be honest. I expect things to be better this year.”

Maine Office of Tourism spokesman Drew Morris is anticipating a better-than-average year for the Freeport area and state in general.

“From what we’re hearing anecdotally from the Maine tourism industry and from national trending information, summer 2013 is shaping up to be a strong tourism season,” said Morris. “With Maine being positioned within a day’s drive from several metropolitan areas, the state offers an escape for millions of people. Being a drive-to destination, moderating gas prices are good news.”

The extension of passenger rail service to Freeport via Amtrak’s Downeaster has already brought an increase in visitors, said Dutson.

“The past few weekends have seen upward of 200 people getting off the train,” said Dutson. “I think every bit helps. Amtrak has been doing a discount option and promoting Maine and specifically Freeport. Shopkeepers have been pleasantly surprised this spring by the numbers.”

The Amtrak Downeaster began making two daily stops in Freeport in November, and was expected to bring additional tourism dollars to the region, though Dutson said it was too early to tell the full impact of train travelers.

Morris said value continues to be an important factor for travelers, and Maine is considered a good travel value.

Both Dugal and Morris concede that people are booking shorter stays due to changes in technology that encourage last-minute reservations.

“The booking cycle is very short. People wait to make plans until the last minute, or change plans when they can look online on Wednesday to check on the weekend’s weather,” said Morris. “Although we don’t know of any examples in Maine, some hotels and resorts nationally have started to give better deals for booking early instead of the popular last-minute deals.”

One way to circumvent the fickle nature of the weather and tourism is to focus on locals, a strategy employed by Melissa Ellsworth, owner of Freeport-based Leapin’ Lizards, a retail store featuring a catch-all of holistic gifts including crystals, New Age books, and jewelry.

“We’re more of a year-round store,” said Ellsworth, who opened her shop seven years ago. “We’ve got wonderful, loyal customers that keep us going year round. We do see a little bump in July and August but it’s not where the majority of our sales come from.”

For Kate Maynard, who recently purchased longtime Freeport bakery Isabella’s Sticky Buns Cafe?, the summer season is important, but the local workers and businesspeople are her bread and butter, she said.

“Because this is my first year, I need to win over the locals,” said Maynard, who previously operated Stones Cafe and Bakery in North Yarmouth. “I’ve been bringing samples of my baked goods to local hotels and hopefully they send people my way.”

According to Morris, during the summer of 2012, Maine had an estimated 9.6 million overnight visitors and 13.8 million day visitors, a 0.8 percent increase from 2011.

“People are excited again about traveling,” said Dugal. “They may not come as long or spend as much as they did before the recession, but they are definitely coming.”

Shoppers stroll along Main Street Monday afternoon in Freeport, where both retailers and tourism officials are optimistic that the summer season will produce improved sales.
Main Street in Freeport was busy with shoppers Monday.
Kate Maynard, owner of Freeport’s Sticky Buns Cafe, holds up a few of her home-baked muffins. She recently purchased the bakery and said her focus will be on locals.