PC to market ‘Whitewater Alabama’
Phenix City continued its efforts to build the Chattahoochee River whitewater business on the Alabama side Tuesday by approving a $40,0000 marketing effort that will be funded by a mix of public and private funds.
The city council voted to enter into a contract with Columbus-based Media Marketing and More! to promote “Whitewater Alabama, Phenix City.” Whitewater Express, the outfitter that operates stores on both sides of the river, will pay $25,000 of the $40,000 contract and the city will pick up the balance, said city Finance Director Steve Smith.
It is the second year Phenix City has worked to brand the 2.5-mile urban whitewater course as an Alabama venue.
“We are going to focus on the Alabama side,” said Marquette McKnight, president of Media Marketing and More! “There are a lot of good things going on on that side of the river.”
The campaign will include digital advertising and billboards targeting Alabama’s largest cities such as Montgomery, Mobile, Birmingham and Huntsville, as well as south Alabama and the Florida panhandle.
“We think there are a lot of opportunities for day trips there,” McKnight said.
Last year, 26 percent of the more than 37,000 rafters began their excursion at the Phenix City store. Early in this season, there have been about 3,000 rafters and about 24 percent have chosen the Phenix City store.
The cities of Phenix City and Columbus each get 3.5 percent of the revenue generated by whitewater rafting.
The marketing piece was not the only deal Phenix City Council made with Whitewater Express on Tuesday. The council also agreed to allow Whitewater Express to design, develop and maintain a disc golf course along the Alabama riverwalk between the 13th Street and Dillingham bridges.
The 18-hole course will run along the river and adjacent to the riverwalk. Whitewater Express owner Dan Gilbert said his company will spent about $12,000 to develop the course. It will be free to play, but disc and equipment will be available for sale and rent in the Phenix City store on the riverfront.
The first nine holes will start near the 13th Street bridge and go south. The return nine holes will start near the Phenix City amphitheater and come back north. The course could open as early as the Fourth of July, Gilbert said on Tuesday.
This story was originally published June 7, 2016 at 6:55 PM with the headline "PC to market ‘Whitewater Alabama’."