Waterfront park pier gift shop struggles to make ends meet

MOUNT PLEASANT -- The 2-year-old Memorial Waterfront Park pier, cafe and gift shop have lost money, and officials are working to reverse the trend.

The pier, cafe and gift shop had $582,500 in expenses and $330,170 in revenues, according to the latest available figures.

During that time, it bled dollars every month but July, when it turned a profit. The numbers reflect operations from July 1, 2010, to June 30, 2011.

"We budgeted for a loss that was larger than that. We think we can do better. We aren't surprised at the numbers," said Tom O'Rourke, Charleston County Park and Recreation Commission executive director.

The commission manages the pier under a contract with the town. Successful park operations subsize those -- such as the pier, gift shop and cafe -- that struggle to make ends meet, he said.

Pier revenue comes in the form of what's sold at the Riverwatch Cafe and Gift Shop. Food, beverages, fishing passes, bait and tackle, books, T-shirts, caps and other tourist items are among the offerings. Expenses are personnel who work there, O'Rourke said.

"If we're not making money, I think that's our fault and not the town's fault," he said.

On Tuesday, the cafe and gift shop was empty during a lunchtime visit. A handful of people strolled, ran or biked the pier. There were a few fishermen on a chilly, gray day.

Althia Jeffrey of West Ashley was walking the pier. She suggested a cafe with more healthy offerings and cheerful decor.

"It wasn't very appealing. They need to brighten it up," she said.

However, she thought the pier and park overall were "very inviting."

Jim Myers of Beaufort, a fisherman, said he liked the way the pier was designed, with features that have anglers in mind.

"Looks like it's been done well," he said.

Michael and Liz Pietal of Mount Pleasant ate food from a cooler at a table near the cafe and gift shop.

"I thought it was a little touristy," she said.

Town Councilman Chris Nickels on Tuesday suggested that the cafe become more like a coffee shop or bistro and less like a place that hawks tourist trinkets. He envisioned outdoor tables, Wi-Fi and music.

"All the cool things that we like to do," he said.

With its harbor views, the 1,200-foot-long pier is a gathering place for people out to relax for a while and perhaps watch a ship sail past or see the sunset. Runners and bikers are also drawn there.

"The pier I think is a destination. We need to really rethink the gift shop into more of a destination," Nickels said.

How many people use the pier is unknown because admission is free. It has 300 parking spaces that charge 50 cents per hour.

Information on parking revenue was unavailable Tuesday. Many people walk or bike to the pier.

Nickels on Monday proposed keeping the pier open until 11 p.m. year-round so people could enjoy it more. It closes at 5 p.m. in the winter and is open until 10 p.m. in the summer.

O'Rourke said he didn't see a problem with that change if the town is responsible for shutting the gate.

The $14 million pier and park opened in July 2009 next to the Arthur Ravenel Jr. Bridge.