Website, Summer Marketing and The End of Spring Break?

The Website is coming! The Website is coming! I’m totally excited, the city is excited and, with an ultra-comprehensive summer media marketing campaign, everyone will be excited. . . or theoretically persuaded to be excited… about the new PCB website. The socially interactive site is determined to rebrand PCB using promotions like a video competition, social media networking, microblogging and even username and passwords for local business to update their individual pages.

Marketing dollars are being spent, in partnership with Buffalo Rock, to drive summer bookings and launch the new branding campaign. Buffalo Rock will provide large exposure in the form of Pepsi wrappers, shelves and displays throughout the Southeast. This is only a portion of the whole plan. The rich media campaign will focus on promoting Panama City Beach as a destination using the message “Real.Fun.Beach.” and saturate the target market with repetitive engagement.

Who’s the target market you ask? Well, based on reports from Y partnership, the TDC’s advertising and marketing partner, the primary targets are Atlanta, Birmingham and Nashville and the media mix for the campaign breaks down like this: 40% cable advertising, 30% online, 24% outdoor and 6% magazine. That means television promo ads on stations like CNN, ESPN and others. That means a greater internet exposure from previous years (around 7-9% in past years) and a stronger focus on the market. All this to channel tourists to a website packed with enough umph to make them want to visit our great city.

The money spent and future spending has been validated by the Klages report numbers from the previous quarter. While other destinations throughout the state are in the red, in nearly every category Panama City Beach is up. Based on the Klages report, total average daily hotel rates so far are up from last year’s numbers by 12.4%. Last year’s total economic impact was $975,379,655.00 and winter 2009 numbers are already up 9%. That’s some tasty cream.

But not all the news from the meeting was good. Previous marketing dollars, specifically Spring Break, took complaints from the audience. Several community members spoke on behalf of distancing PCB from spring break entirely. It is well documented that Spring Break complaints are an annual occurrence; every year SB happens and every year people complain. But this year’s round of complaints hit hard with passion. Mark Canfora, a local businessman, actually came to tears and bashed the Lil Wayne concert and charged the artist with provoking the spring break incidents throughout the beach.

Jennifer Etheridge, a member of the sales team at Ocean Villa, said some of her owners were considering suing the city of PCB for negligence because they couldn’t rent their rooms. The sentiment was felt by some of the board members as well, focusing their attention on MTVu rather than spring break as a whole. Andy Phillips said, “Spring Break will be here whether we throw a million dollars into marketing or nothing at all.” He added, “I think MTV was a waste of $150,000. Plain and simple.” MTV met their contractual agreement, generating the amount of web impressions, unique visitors and television promotions as promised, but turned out to be difficult to work with as a partner to the TDC.

An example of the relationship was the show “Wasted Memories” which was supposed to be a show that followed Spring Breakers around and at the end of their stay tested how much they remembered. The show turned out to be completely different than what was promised and is still a PR nightmare for a beach trying to change its image. But, amid all the anger towards spring break, most beach businesses did well financially. Mr. Phillips acknowledged this by saying, “It is a double-edged sword and a difficult process.”

The board leaned heavily towards not spending money in the future on the likes of MTV, but recognized how what was learned from the experience of working with them would help in the use of summer marketing dollars.

In related news, Dan Rowe, Chairman of the TDC went up for review and received a 7% increase in salary. Based on the committee’s review parameters Mr. Rowe scored “very effective” on a scale that ranged from ineffective to outstanding. Good work, Dan. Can’t wait to see how the summer campaign turns out.

Click Here To Download The Focus Group Presention

Click Here To Download The Summer Media Plan

Walton County TDC to Raise Bed Tax for New PC Airport

Following in the footsteps of Bay County, Walton County is looking to increase their bed tax from 4 cents to 4.5 cents. The anticipated increase in revenue is expected to be around $1 million.

If approved, the TDC plans to use the funds to step up their marketing efforts for the Emerald Coast and attract a low-cost carrier to the new airport slated to open in Panama City of Highway 388 in May 2010. The ultimate goal is to help attract more businesses to the Walton County area. Walton County is right next to Bay County and stand to benefit greatly from the development of the new airport.

Other ideas for the use of the increased revenue include a new complex that could include sports fields, an amphitheater and performing-arts venue.

As with in Bay County, Walton County has its own set of opponents claiming that there is no real plan of action for how to spend the funds, and that the ideas seem to “flip-flop”.

The vote will be in front of Walton County Commissioners tomorrow night at their regularly scheduled meeting.

Quoting Investing.Businessweel.com:

Southwest Airlines was mentioned several times at Wednesday’s TDC meeting during a presentation about the results of a marketing study.

The presentation, given to show the possible new markets that the new airline would serve, focused on the cities Southwest already flies out of. The top five markets are Nashville, Houston, Orlando, Baltimore and Washington, D.C.

Mares said that with the right marketing, the local tourism industry could reach more than 3 million households that fit the demographic profile of visitors to South Walton.

The study determined the top markets by categorizing visitors by age, income and net worth. Also included was information such as their preferred lodging and dining preferences, magazines they read and the television and radio programs they listen to.

New PCB Website and Summer Marketing Campaign

On the agenda for the next regularly scheduled TDC meeting will be a presentation of the launch of the VisitPanamaCityBeach.com campaign, the summer marketing plan, “Focus Group Learnings”, and a report of the visitor’s surveys from the first quarter from the Klages Group.

You can download the agenda here, or read it below.

AGENDA

COMBINED BOARD MEETING
Bay County Tourist Development Council
Panama City Beach Convention & Visitors Bureau, Inc.
Panama City Beach
Tuesday, April 14, 2009 9:00 a.m. Council Room, PCB City Hall

I. CALL MEETING TO ORDER

II. ROLL CALL

A.    Invocation
B.    Pledge of Allegiance
C.    Approve Minutes From the March 10, 2009, and March 26, 2009 Meetings

III. REQUESTS TO ADDRESS THE BOARD ON AGENDA ITEMS (3 Minutes)

IV. UPDATE ON BED TAX COLLECTIONS, Ms. Charlene Honnen, Tourist Development Tax Specialist

V. BOARD ACTION ITEMS

A.    Discuss and Consider for Approval CVB/TDC Financial Statements Dated February 28, 2009, Mr. Dan Rowe, President
B.    Discuss and Consider for Approval FDEP Grant 05BA2, Amendment #3, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
C.    Discuss and Consider for Approval FDEP Grant 07BA2, Amendment #1, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
D.    Discuss and Consider for Approval FDEP Grant H6BA1, Amendment #4, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
E.    Discuss and Consider for Approval Coastal Planning & Engineering 3-Year Monitoring Survey Scope of Work and Fee Proposal, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
F.    Discuss and Consider for Approval Coastal Planning & Engineering Invoice #90326 and Invoice #90338, Mrs. Lisa Armbruster, Sustainable Beaches, LLC

VI. PRESENTATIONS

A.    Launch Campaign for VisitPanamaCityBeach.com, Ms. Susan Estler, VP of Marketing
B.    2009 Summer Media Campaign Plan, Mr. Peter Yesawich, YPartnership
C.    Review of Focus Group Learnings, Mr. Peter Yesawich, YPartnership
D.    Review of Visitor Survey Results for First Quarter of 2009, Dr. Walter Klages, The Klages Group

VII. BOARD DISCUSSION ITEMS

A. Review of 2009 mtvU Program, Mr. Dan Rowe, President

VIII. PRESIDENT’S REPORT

IX. CHAIRMAN’S REPORT

X. AUDIENCE PARTICIPATION

XI. ADJOURNMENT

Free Family Concert, Pier Park Aaron Bessant Amphitheater

Strap on your cowboy boots and dust off your ten gallon hat cuz The Springs are ‘a comin’ to Pier Park – yeeeeyaagh!

One of America’s top teen country music bands, The Springs, are coming to Pier Park’s Aaron Bessant Amphitheater this Thursday April 9th from 7 to 9 pm. The Springs was the 2008 ICM Youth Artist of the Year at the 14th Annual Inspirational Country Music Award Show. With two Number One hits off their debut CD, these inspiring young artists offer families a different kind of country music.

The group has perfomred as the warm-up band for country stars of the likes of Steve Holly, Craig Morgan, Aaron Tippin, Kid Rock and Sara Evans.

5 Questions for Bed Tax Collectors

Not for BTCs to answer, but to ask the CVB.

1. We are in the second year of conducting professional marketing research through the Klages Group. Where can we easily access that information? Have the staff put together any kind of comprehensive results from this research? We need to know this so we can better spend our own advertising dollars.

2. What is the cost to date for this research from the Klages Group?

3. In the spring of 2009, Jennifer Barbee implemented proper Search Marketing into the CVB site, data started being gathered that can help us today with our own online marketing. Assuming that we’re all equally benefiting from the TDC tax dollars, we should have real-time access to web stats. We should be able to access the CVB’s Google Analytics reports so we can compare them to our own reports, and likewise for Google Adwords and any other search engine marketing reports attached to the CVB’s efforts.

How do we get access to these common Google reports, as well as your more advanced measurement reports?

4. The extra tax passed. It has been confirmed at the recent TDC meeting that the new money would be going to the ad campaigns. Where can we access the full marketing, advertising and budgeting plans for this year?

5. Spring Break 2009 campaign included several new marketing tactics, including implementation of social network sites Facebook, Twitter, MySpace and text messages via a “PCB Insider” campaign. Facebook shows a respectable 5900 “friends” of PCB/CVB. How many people signed up for “PCB Insiders”? What was the overall result of our first “texting” campaign? What could you share with us about the results of the efforts in social network marketing? And what was the cost per lead for the efforts in this initial campaign?

Seabreeze Jazz Festival at Pier Park

A full lineup of award-winning artists are ready to hit the stage in Panama City Beach, Fla., the new home of the Gulf Coast’s annual Seabreeze Jazz Festival. Panama City Beach’s Pier Park sets the stage for a jazzy, all-star weekend, April 16 – 19, expected to draw music lovers near and far. The lineup includes nationally acclaimed smooth jazz artists: Boney James, Wayman Tisdale, Will Downing, Nick Colionne, Warren Hill, Joyce Cooling, and more.

“We’re proud to be the new home of the Seabreeze Jazz Festival,” said Dan Rowe, president and CEO of the Panama City Beach Convention and Visitors Bureau. “Overlooking the Gulf of Mexico, Pier Park provides the perfect setting for this nationally recognized event.”

The weekend kicks off Thurs., April 16, 7:00 p.m., with the three-hour Smooth Jazz Dinner Cruise on beautiful St. Andrew’s Bay presented by the Bay Point Marriott Resort and Spa. Enjoy the upbeat, funky-style performance of the renowned jazz keyboardist Alex Bugnon aboard the Solaris, a 125-foot yacht known for exceptional cuisine.

Friday begins with a performance by the Urban Jazz Coalition, 6:00 p.m., followed by The Smooth Jazz All-Star Jam Show featuring festival host Nick Colionne, Four80East, Alex Bugnon, Brian Simpson, Shilts, Nils, Matt Marshak, Althea Rene and Jackiem Joyner. The evening concludes with dancing and revelry at the Jazz Under the Stars party at Pier Park’s Reggae J’s.

Great performances continue all day Saturday, starting 10:00 a.m., with high-energy artists and ending with another Jazz Under the Stars party that will send all your blues away. Saturday’s performers include Wayman Tisdale, Will Downing, Joyce Cooling, Four 80 East, Eric Darius, Althea Rene’ and more. The weekend finale is a day of live entertainment, Sunday, beginning 9:30 a.m., with performances throughout the day and evening by Boney James, Warren Hill, Nick Colionne, Brian Simpson, Nils, Jackeim Joyner, Roman Street, and Jones and Company.

“With expanded on-site parking, great beaches, extensive shopping and dining options at Pier Park, plus an abundance of hotel and condos nearby, the 2009 Seabreeze Jazz Festival will have it all,” says Mark Carter, the event’s organizer. “The weekend brings together a collection of great artists and people who love contemporary smooth jazz.”

The Difference Between "Real Fun Beach" and "Summer White Sale"

Here are 5 reasons why “Real Fun Beach” will work and 2008’s “Summer White Sale” wasted a lot of money.

1. “Real Fun Beach” (RFB) tells you exactly what Panama City Beach is, has been, and will always be.

It is what “the Beach Lovers Beach” was trying to be, but never was.

It replaces the long time, halfway official “world’s most beautiful beaches.” Claiming to be the world’s most beautiful beaches is a little too broad and boastful to hang your hat on, even though it’s a very true claim to me and thousands of others who love it here.

2. They got the domain name! YAY! “RealFunBeach.com” is a beautiful, easy to remember, easy to type, tells-you-what-it-is domain name.

3. The sub-concept — I’ll call it “Yesterday: Real, Today: Fun” since I don’t know what the staff and agencies call it — is equally brilliant. Its message says “one day you’re in your real world: worker, parent, student, etc., and today you can be in the fun world at the Real Fun Beach. This is perfect bait for fishing in PCB’s honey hole, Atlanta. A fast five hour drive from the real world to the fun world.

4. The “Yesterday/Today” idea can be used and reinvented in so many great ways. This is a concept that can grow and thrive for years, because it’s so flexible in letting us compare real world vs. fun world.

5. The offline campaign ties in perfectly to the online campaign. Go figure. Read Jason‘s article on the online campaign for more info.

And the “Summer White Sale”? It had none of this. Nothing to differentiate PCB, nothing to transform the mindset of the consumer about PCB (it actually reinforced negative perceptions of being a cheap, lower-class destination). Nothing that could grow and live on as a brand, nothing that could really help us move forward with a new image. It never had a chance.

A few concerns (only 3!) with this new campaign:

1.
Real. Fun. Beach.
Using. Periods. For. Emphasis. In. Headlines.
Way. Over. Done.
But. Maybe. It. Still. Works.
Heck. I’ve. Done. It. Before.

2. The cute little names for our tourists, Sandy Bottom Bunch, Soul Searcher, etc., are clever and can be expanded to define more types of visitors. Another great concept that could live on for years.

But since local tourism businesses will now have the ability to target these segments directly through the CVB site, who’s to say a big bar can’t clutter my “Soul Searcher” page when I expect only “relaxed and laid” back results for my vacation planning? Perhaps the CVB has a plan in place for this, but then they’re walking a fine line by telling one business that they do not qualify to market to the “Sandy Bottom Bunch.” This is another perfect example of why government entities and tax dollars should not be used to run business and marketing campaigns such as this one. This campaign, in a perfect world, would have been developed by one of the large accomodation providers or a coalition of private businesses such as the Greater PCB Chamber.

3. I am convinced that Jennifer Barbee and company will accurately measure online traffic through all the major channels, and probably help with offline measurement as well. With all this new data coming and being properly measured, don’t we all get to have a copy of that information? All bed tax dollars are spent equally and fairly for the benefit of the Bay County tourism industry, right? And since it’s run by the county, all citizens get access, right? And even tourists – who suffer the burden of the tax equally with the collectors – should get a peek since they helped fund it, right?

One last thing. The team did some research for this campaign in Atlanta. The professionals discovered what this hack in Lynn Haven has been telling you for 3 years: Atlanta does not know us, and the Atlantians who think they know us don’t know the real us. The fact that they’re already our number one market is irrelevant. Here’s something I’ll bet on in 2009 and 2010…there are many more potential visitors in Atlanta, Georgia (repeat visits included, of course) than there are the rest of the world. Call me crazy, but that’s just how it is when you add a little real world common sense to all the marketing research and data.

Now, with Real Fun Beach, I suggest all of you bed tax collectors jump on board with this idea, aim 5 easy hours up the road to Atlanta, use “Real Fun Beach” in your advertising, call your guests “Soggy Bottom Bunch” or “Dark Sharks” or whatever is being promoted on the web site and REALLY BUY INTO THIS THING TO MAKE IT WORK.

Litter on our beach, pay $500 fine.

Last week the Beach City Council changed the way it enforces “beach litter” on Panama City Beach. Before, as long as the trash was picked up within 24 hours, it was ok. Now, property owners can be fined if any trash is found on their property – period- regardless of how long it has been there. The only check in place is that the decision has to be made with “common-sense.”

This new ordinance would require that property owners continuously police the beach to ensure that it is clean so as to prevent fines. The baseline penalty for each infraction is $250 per day.

I think that the spirit behind this decision is well intended, but I’m not so sure this is the way a clean beach campaign should be carried out. I was talking to a friend the other day, who is a beachfront property owner that was outraged at this decision. Her argument was that if beachgoers trash the beach in front of her condo building, but are not actually occupying a residence there, why should the condo community be held liable for their littering? I can see how this could be applicable to a larger beachfront resort or club when the majority of the trash left behind would be a result of their concerted efforts, but what about the little guy? If I own a beachfront house next to a public beach access, why should I have to pay a fine when someone else trashes the beach behind my home?

I think we’re close, but not there yet. I agree that someone needs to be held accountable for the trash, but I think I’m going to side with the property owners this time, even though I don’t always agree with what they are trying to do (talking more to the big clubs, etc.). I believe by telling the property owners that they need to keep their property clean regardless or they get fined, we are NOT moving in the direction of telling the offenders that they are in the wrong by putting the trash on the ground in the first place. By doing this, we are simply continuing to encourage visitors to our area to litter, enforcing the attitude, “Don’t worry, just throw your trash on the ground, someone will come by and pick it up later.”

Will fining the property owners work in deterring trash build-up on our beaches? I think so, but it sends the wrong message, and that’s the point. Plus, it is only a batch over a gaping hole, when in actuallity a whole new pair of jeans is needed. What’s the right message? We need to convey to visitors of our area that they can be on vacation from school or work, but not their civic responsibility of keeping the environment clean. They aren’t allowed to throw trash on the ground at home, and they shouldn’t be allowed to throw trash on the ground here.

So, what do I propose? I thought you’d never ask. I propose that we keep the same ordinance in place (sorry owners) but it needs to be more specific, plus we need to fine those that are littering our beaches with their waste.

For the property owners

If you are a club or resort
- You must have staff present and visible during activities cleaning and picking up trash where reasonable (obviously staff couldn’t be expected to be in the middle of 15,000 people at a concert)
- If staff is not present or some sort of cleanup process is not taking place, then the property owner is given a warning, then fined if the problem is not taken care of by the same time the next day.
- You are required to hand out a beach awareness flier that not only includes information about the flag system but also informs their guests of the penalties and fine associated with littering. This flyer would also inform them that there are xx number of trash receptacles on the beach for trash disposal and plastic bags available at no charge to them available at the front desk (provided by the city/tdc).
If you are a private property owner (beach front residence single family or attached or residence only condo development)
- If significant amount of trash is found behind residence, the owner is given a warning with the opportunity to verbally dispute. If an agreement was made that the trash was the result of someone other than the owner, then the owner is not held liable.

For the Visitors to our area

If you litter on the beach and are caught, you’ll be given a $500 fine. This includes cigarette butts. This rule would be enforced using common sense.
When you check in to a condo or hotel, you’ll be given a flier notifying you of this and you will have the option of taking plastic bags with you to the beach should you feel that walking back and forth from your post on the beach to the trash receptical for every beer can is not worth your time.
You’ll be expected to keep your area clean with trash in a plastic bag, not laying about to be cleaned up at the end of the day.
Obviously, this law would be enforced within reason. If there are 15,000 people at a concert behind Boardwalk, patrons couldn’t be expected to be walking around with plastic bags.

Does a $500 fine sound steep? Well, Don’t Mess with the Beach. TDC, you can have that slogan free of charge from me. The problem is that our visitors think they can just throw the trash on the ground and someone else will clean up after them. We have to change this message and make it clear that it is never ok to leave your garbage on the beach. This is our most valued asset, but no one would know it because the rules we have in place don’t reflect that.

As part of the marketing campaign that the TDC is putting on, we need to allocate a budget to put up billboards, print flyers, advertise on web sites (mine please) that we are serious about keeping our beach clean. We need to hire FloRida to sing a music video about putting trash in its place and play it on local TV stations for all to see that come to our area. And, lastly, and certainly most importantly, we need to give officers the ticketing authority to go out and enforce this. If we need to hire people that can do this, it will be well worth the effort. We will make money off this immediately, but in the long-term, that money will slowly go away, as people realize that we don’t play around with litterers.

The eventual effect will be that people, when they think of our area, will remember that we value our beach greatly and that littering here is out of the question. Some will be deterred by this and won’t come anymore, and we’re better off that way, as they are dirty and disrespectful. Others will tell everyone they know about the great beautiful place they visit every year called Panama City Beach and that it never has trash on its beaches. Our area will be virtually trash free because the burden of responsibility will not be too large as the burden will rest on those that are creating it on an individual basis.

thoughts?

11th Annual Zap Pro/Am Skim Jam Competition at Edgewater Beach Resort

Surf’s up! Edgewater Beach & Golf Resort, a property of The Resort Collection of Panama City Beach, announced they will host the 11th Annual Zap Pro/Am Skim Jam Friday, April 17 through Sunday, April 19, 2009. Edgewater was the accommodations host for this competition last year, and anticipation for this year’s event has grown so much that Edgewater is already booked to capacity. Because of this, The Resort Collection is offering special rates for Edgewater’s sister property Long Beach Resort.

Located less than a mile away from Edgewater along 1,300 feet of emerald water and sugar-white sand, Long Beach Resort offers luxurious suites, private amenities and breathtaking waterfront views. Guests can enjoy oversized balconies, the tropical Lagoon Pool, two all-weather tennis courts, seasonally heated Polynesian pools and whirlpool spas at a 15% discount, with rates starting at just $110 per night when they book online with the promotional code: SKIM.

“Skim Jam is always an exciting event at Edgewater. We are proud to be the accommodations sponsor for this fun-filled, family-friendly competition,” said Paul Wohlford, vice president of sales and marketing at The Resort Collection.

Skimboarding enthusiasts from near and far are getting ready to put on their gear, wax their boards and prepare for the most thrilling skimboarding competition of the year. Skim Jam has truly made its name in the record books and features the best pro and amateur skimboard talent in the world. This nationally recognized sporting competition, organized by Tony and Lib Johnson of Mr. Surf’s Surf Shop, offers free admission to observers. Net proceeds from contestants’ entry fees go to benefit the Boys & Girls Club at Frank Brown Park and Skim USA.

Edgewater Beach & Golf Resort is offering a weekend full of exciting events, beginning with Global Surf Industries and Surftech’s Surf/ Stand-up Paddleboard Demo and Regatta, plus a chance to meet the pros of skimboarding at pre-check-in on Friday, April 17. The annual Zap Pro/Am Skim Jam Contest will begin on Saturday, April 18 at 8:30 a.m. and will run until 4:00 p.m. A treasure hunt in the sand for kids 11 and under called Panama Jack’s Lil’ Sandiggers Treasure Hunt will be held at 1:00 p.m., along with other fun-filled family activities on the beach. Sunday’s events will begin with Church On The Beach, a non-denominational praise and worship service, from 7:30 to 8:30 a.m. before the Skim Jam Finals begin at 9:00 a.m. The day will culminate with an awards ceremony for the competition’s winners.

AVP Pro Volleyball Tourney Results and Pictures

After only a single day of play, the tournament ended just before sundown with 4 winners between two teams. Phil Dalhausser and Todd Rogers took the first title in the AVP Crocs tour in Panama City Beach Sunday. Heavy winds and rain cancelled play on Saturday and resulted in an abbreviated single-elimination tournament that ended around 7 pm. The women’s title was won by Nicole Branagh and Elaine Youngs.

It was a battle of Beijing Olympians in the men’s final, with gold medalists Dalhausser and Rogers facing off against fellow Team USA members and No. 2 seeds Jake Gibb (Costa Mesa, Calif.) and Sean Rosenthal (Corona Del Mar, Calif.). The gold medalists bested the fifth-place finishers 19-21, 21-18, 15-9.

“Jake and Sean played really well the first set and halfway through the second,” said Dalhausser. “Coming back was such a mental boost. We rarely play this many matches in a day, but we’re in pretty good shape as a team.”

Dalhausser and Rogers advanced to Sunday’s final after defeating No. 4 seeds Brad Keenan (Costa Mesa, Calif.) and Florida State graduate Nick Lucena (Santa Barbara, Calif.) 21-12, 21-10. Gibb and Rosenthal reached the final by eliminating No. 6 seeds Matt Olson (Carlsbad, Calif.) and Kevin Wong (Honolulu) to the tune of 21-15, 21-10.

On the women’s side, the top seeds also bested the second-seeds, with Branagh and Youngs toppling Jen Kessy (San Clemente, Calif.) and April Ross (Costa Mesa, Calif.) in three games:16-21, 21-18, 15-9.

“Jen and April came out on fire serving,” said Youngs. “But we put the pressure on them with our serving and Nicole played incredible defense. When you play single elimination, you go point by point, balls to the wall, play smart, play aggressive.”

Youngs claimed her 43rd career title, solidifying her spot in the Top 10 career wins on the women’s side. 2008 AVP Crocs Tour Most Improved Player Branagh claimed her 8th.

Branagh and Youngs advanced to the final by defeating No. 4 seeds Angie Akers (Redondo Beach, Calif.) and Tyra Turner (Fort Myers Beach, Fla.) 30-28, 21-13. Kessy and Boss took out No, 3 seeds Annett Davis (Valencia, Calif.) and Jenny Johnson Jordan (Wexford, Pa.), 21-19, 19-21, 21-19. Source: avp.com

The weather yesterday was perfect, the crowds mild and the action intense. Being Sunday, I was only there for a bit, but managed to get some great pictures and video (which will be posted later this week).

Check out the pictures uploaded to our Flickr gallery below, and don’t forget to check our Facebook Fan Page for exclusive pictures and video.