Private sector should sort out the 5-star dreams

At its last two vision workshops, the Hilton Head Island Town Council listed a five-star resort as a long-term town goal.

It’s difficult to say how seriously Town Council was in making that proposal back in 2010 and again in 2014. And even today, Town Council seems uncertain on whether to pursue the goal going forward.

Our suggestion: Don’t do it.

The marketplace should determine whether a five-star resort would work. The town must limit its role to setting up conditions that could help such a resort succeed — not luring one to the island to compete with existing resorts.

At this time, it seems unlikely that such a resort will come.

A Chicago-based marketing firm, paid $15,000 by the town’s Economic Development Corporation, studied the issue earlier this year.

Its conclusion was not optimistic.

The island’s relatively short tourism season, paired with the difficulty in retaining skilled workers would be big challenges, the firm determined. Additionally, there isn’t much beachfront property available for such a development.

And as Sea Pines Resort president Steve Birdwell pointed out, demand is likely too low to support another large hotel. Most visitors to the island prefer renting a home or condo than a hotel room.

Given those realities, town officials shouldn’t waste any more time — or money — chasing the five-star dream. It’s a nice dream, but it belongs to the private sector.

This story was originally published May 31, 2016 at 4:18 PM with the headline "Private sector should sort out the 5-star dreams."