Delaware River & Bay Authority
THE POWER OF TWENTY: DEMONSTRATING THE ECONOMIC IMPACT OF A POPULAR TRANSPORT LINK
The Cape May – Lewes Ferry system is owned and operated by the Delaware River and Bay Authority and serves as a vital economic driver for both Delaware and New Jersey.
The ferry is open year-round and has carried more than 43 million passengers since its maiden voyage on July 1, 1964. This key transportation link, which connects Victorian Cape May, New Jersey, and historic Lewes, Delaware, transports approximately 275,000 vehicles and nearly 1 million passengers annually.
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Despite its widespread popularity and high level of utility, an inaccurate narrative of the ferry system as an economic burden had persisted, causing state legislators, particularly in New Jersey, to question the rationale for funding and operating the system.
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To understand the true value of the ferry system, Council Fire performed a comprehensive economic impact analysis which demonstrated the vital role the ferry plays in driving economic growth and long-term stability for the region.
Our insightful methodologies revealed that the ferry drives prosperity for local communities, counties and states on either side of the Delaware Bay in the form of tax revenue, employment and local economic engagement. Leveraging these results, we developed a communications campaign that:
Mapped key internal and external audiences to allow for targeted communications.
Engaged each stakeholder group with messaging customized to address unique concerns.
Positioned the ferry as an economic powerhouse driving regional success.
Included an integrated strategy and action plan to support the multi-year operational goals of the DRBA with website development, public relations, legislative outreach, email marketing, and social media engagement.
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Our analyses revealed that every dollar invested in the ferry system returns twenty dollars of economic impact to the region, an important finding that is shifting public perception of this vital transportation link.
Coverage of our impact report findings included Mid-Atlantic commercial and public television, radio, print, and online media engagement, especially in the impacted states of New Jersey and Delaware.
State legislators have elected to continue to maintain funding for the ferry system, demonstrating a newfound appreciation for the value of this vital transportation link.
Armed with more detailed information, the DRBA has embarked on a master marine planning effort to better direct capital investments in the service.
The DRBA has committed to sustained and expanded communications and stakeholder engagement efforts to further secure the role of the ferry system in the local and regional economies.
With Council Fire’s support, the DRBA is expanding its analytical efforts to include environmental and social impacts and other elements of the DRBA transportation system.