credit Capemay.com
Potential first-time visitors to the city make the right turn at the large blue and white Welcome Center sign on Lafayette Street. Once inside, they can browse rack cards and brochures for restaurants, hotels, motels, and bed and breakfasts belonging to the Chamber of Commerce. The center’s paid staff are experts on tourism in the city. Member properties can also call the Welcome Center to indicate their immediate availability on any day.
As of May 1, 2025, the Chamber of Commerce of Greater Cape May no longer operates the Welcome Center for Cape May City. Their lease expired on April 30, and a satisfactory agreement to continue as the city’s front door could not be reached. As a past president of the Chamber from 2010 to 2013, I was a little surprised.
“The City was surprised as anyone. Cape May has long supported the Welcome Center, leasing the building for just $1 a year for decades.” Cape May Mayor Zack Mullock”
The business group took over operations in the New Jersey Transit’s Transportation Center in 2002. Its primary task was to meet, greet, and recommend restaurants and lodging to visitors. Since forming in 1951, the Chamber of Commerce of Greater Cape May has endeavored to be the primary voice of the business community and has been dedicated to promoting and enhancing the quality of life and interests of its members and residents of the great city of Cape May.
“In 74 years, we have strived to be the primary voice of the business community here in Cape May. For the last 23 years, we have been able to supplement that task by greeting visitors to our town, being the point people for both Transportation (commercial buses, ferry shuttles, and NJ Transit) and all visitors via the Welcome Center.” Bernadette Mathews, President of the Chamber, said.
While the talk around town last week was about the Cape May Lewes Ferry shutting down overnight for a bomb scare, which turned into an unexploded ordnance on Higbee’s Beach, the Chamber was quietly moving out of the Welcome Center. All of the brochures, maps, and displays were boxed up and put into storage. It is unclear what the City’s future intention is for the space.
When the Chamber provided the required notice not to renew its lease with the City, there was no counteroffer or attempt to keep the Chamber in the Welcome Center.
Packed up and moved out
The Chamber of Commerce collected fees for handling bus permit applications. As of August 15, 2024, the city reassigned that revenue to Cape May MAC, and it was no longer a source of revenue for the Chamber. Expenses to operate the Welcome Center far exceeded the income historically realized through the projected bus permit fees.
Over the years, the Chamber subsidized the cost of operating the Welcome Center by using income from other sources, such as Chamber events, publications, and other ancillary marketing efforts. The Chamber’s leadership felt it would be financially irresponsible to operate at a larger deficit, and now, by making these changes, they will serve our members better in the future.
No stranger to fiscal responsibility, the Chamber of Commerce has always sought ways to promote the City with cooperative advertising. A method that shares the total cost among individuals who wish to participate.
In 2011 and 2012, the Chamber undertook a monumental advertising campaign with the online platform TripAdvisor. Typically, advertising with this platform is exorbitantly expensive. The Chamber facilitated a bulk purchase to anchor the page set aside for Destination Marketing and shared the expense at a reduced rate with participating members.
The Chamber of Commerce hosted a social media day event to inaugurate the new Convention Hall. Nearly 400 people attended the day-long program, encouraging Cape May businesses to use social media to promote their businesses and the City.
One clear thing is that the Chamber plans to continue to partner in tourism on activities it has historically worked on, such as Oktoberfest, Harborfest, and Movies on the Beach.
“Our mission goals have been and will always be promoting Cape May and our business community. We look forward to continuing our mission with all of our tourism partners. We will embark on new marketing goals and expand our outreach in the Greater Cape May area.” President Bernadette said.
“While the Chamber has made the difficult decision to step back from operating the Welcome Center, the city will soon announce a new partnership with a local nonprofit that will carry the mission forward and continue welcoming guests to our community. We wish the Chamber continued success in its new location.” Mullock said.”
For many years, a town like Cape May had little or no budget for tourism advertising. Groups like the Chamber of Commerce of Greater Cape May and the Mid-Atlantic Center for the Arts, now known as Cape May Mac, spearheaded efforts to promote the town and attract visitors. It will be interesting to learn who rolls out the welcome mat.
