SCADpro’s collaboration with Mobile Airport Authority aimed to develop, conceptualize and execute a strategy that positions Coastal Alabama as a leading tourist destination for fly—in tourists. The concept of CoastAL Flavor puts culture and energy first—which is what makes the region a unique, diverse hub for locals and residents alike. This was carried out through various stages of research, strategizing and concept development. The concept creates a cohesive identity for the region- while respecting and retaining the authenticity of the individual regions and stakeholders involved. Simultaneously, it challenges and modifies existing misconceptions of Alabama.

OUR CHALLENGES

ONE

POSITION COASTAL ALABAMA AS A LEADING DESTINATION FOR FLY—IN TOURISTS.

TWO

HIGHLIGHT WHAT MAKES IT UNIQUE WITH RESPECT TO OTHER DESTINATIONS.

THREE

DEVELOP A CONCEPT THAT WILL ENCOMPASS THE REGION AS A WHOLE.

GOAL & MISSON

ONE

ATTRACT FLY—IN TRAFFIC TO MOBILE, AL

THREE

RETAIN INDIVIDUAL COMMUNITIES’ PERSONALITIES

TWO

CREATE A STRONG IDENTITY FOR THE REGION

FOUR

CONNECT WITH OUR DESIRED TARGET AUDIENCE

WE DISCOVERED COASTAL ALABAMA TO HAVE

ENERGY • VIBRANCY

COMMUNITY • PERSONALITY

5 team members, along with Professor Mikulec, had the opportunity to visit Mobile to gain first-hand experience of the region. This began with walking the streets in the downtown area and visiting different restaurants and stores to get a taste of the culinary essence. A good amount of the time was spent sightseeing - at locations such as the USS Alabama Battleship Memorial Park and the Gulf Shores. Additionally, the Amazing Delta Eco-Tour allowed the team to witness the ecology and industry aspects of the Gulf Coast. The unique hospitality and culture form the threads of Coastal Alabama’s fabric.