MTV brings big names, numbers to beach

PANAMA CITY BEACH, FL - Panama City Beach was a Spring Break haven long before the concept of a music video existed, but having MTV filming the escapades of college students doesn't hurt the attraction.
   
MTV executives said they are more than happy to oblige.
   
"We're always seeking out the top locations for college students," said Ross Martin, senior vice president of programming for mtvU. "Between the great beaches, restaurants and nightlife, Panama City Beach was a natural choice."
   
Extreme college parties have been celebrated since at least the days of "Animal House." From March 8 through March 21 college students from across the country will flock to Panama City Beach to have their own experiences shot by mtvU, the 24-hour network aired on more than 750 college campuses around the country.
   
Last year, Hulk Hogan and daughter Brooke headlined the list of entertainers and performers.
   
MTVu's slate this year will include performances from stars such as hip-hop smash Lil Wayne, the All American Rejects, and rap artists Flo Rida, Asher Roth and Jim Jones.
   
"We're excited to bring some amazing musical performances and events to the Beach again this year," Martin said.
   
A $20,000 rock-paper scissor tournament, which will be televised March 24, will highlight other games and giveaways. Preliminary qualifiers from 20 campuses and a dozen spring break events will go mano a mano to compete for the cash prize, mtvU officials said.
   
The network will also be shooting a realitybased game show detailing the Spring Break adventures of co-eds that will start airing near the end of March.

A 'mutually beneficial' partnership
   
The Beach has been marketing with MTV for about a dozen years, and for the second consecutive year the Beach has partnered with mtvU through an advertising contract. The Beach will fork out $200,000 for its 2009 promotional partnership with the network, $150,000 of which comes from the Tourist Development Council and the remainder from local sponsors. The agreement, signed last November, includes Web and campus based advertising and at least 250 television spots on MTV, which receives free beachfront property from which to air its Spring Break bonanza of swimsuit fun.
   
Dana Lent, communications manager for the Panama City Beach Convention & Visitors Bureau, said the partnership with MTV brings national credibility and branding to the area.
   
"This puts Panama City Beach on the map as a tourist destination to a very wide audience," said Lent. "It is easier for MTV to forge these relationships and to act as promotional arm for us at campuses around the country."
   
The partnership has raised the Beach's profile as a worldwide mecca for bikinis, beaches and beer. Some say MTV spring breaks have contributed to the Beach's perception of an anti-family vacation spot geared toward unbridled college carousing, but others say advertisements are targeted toward college students, who are essential to the local economy.
   
Russ Smith, vice president of resort operations for Sea Haven and member of the Tourist Development Council marketing committee that negotiated the partnership with MTV, said the bulk of advertising is webbased and campus focused, media families are unlikely to notice. He said the MTV spring break season is crucial to Sea Haven properties.
   
"MTV is obviously a huge attraction to spring breakers," Smith said. "We have three properties on the Beach and the condo...those three weeks we are completely sold out."
   
Smith said the relationship between the Beach and MTV is "mutually beneficial" and the promotion was worth the cost.
   
"The package is a good price for what it delivers," Smith said.
   
About a quarter million spring breakers, who are not known for their passivity, are expected to pour onto Beach's white sands this season, so local law enforcement is beefing up accordingly.
   
Panama City Beach Department officials said they are extending shifts and keeping more officers in the field to maintain a visual presence.
   
State officials said the Division of Alcoholic Beverages and Tobacco would also be out in force during spring break.
   
According to statistics from the Florida Department of Business and Profession Regulation, 800 people on the Beach were cited for underage drinking in 2008 during the month of spring break.
   
"We tend to focus our efforts on the Panama City area during spring break," said Alexis Antonacci, Press Secretary for the Florida Department of Business and Profession Regulation. "We focus on underage drinking and do compliance checks at bars and other locations."