FAIRHOPE, Ala. — When floats roll down the street in the weeks leading up to Ash Wednesday, folks aren’t surprised. But when Mardi Gras takes place on the last day of August, jaws may drop.

A late season parade is just part of “The Magic of Main Street,” an Aug. 31 event that will be held in conjunction with the 2009 Alabama Governor’s Conference on Tourism. The meeting is hosted this year by the Eastern Shore Chamber of Commerce, and is set for Aug. 29-Sept. 2 at the Grand Hotel Marriott Resort, Golf Club & Spa in Point Clear.

“One night every year they’re bused somewhere special,” said Donna Holmes, director of sales and marketing at the Holiday Inn Express on Greeno Road and an event organizer. “This year, the celebration will be in downtown Fairhope.”

Among the activities planned for the evening and open to the public are the mini-Mardi Gras parade at 8:40. Expected to take part at press time were floats from Fairhope carnival groups, animals from the Haven, the Dogwood Court and a tropical Santa Claus.

Tours of the Fairhope Museum of History will be given from 6:30-8:15; music will be performed by Gregory Brown, John Reno and Eden Brown from 6:15-8:15; a book signing by Lucy Buffett will take place at the museum from 6:30-8:15 and a First Friday-style ArtWalk will be on tap from 6:30 until 8:15. There will also be a tree lighting on Fairhope Avenue at 8:15 and fireworks at 8:55.

Conference participants will be treated to a Taste of Fairhope in Conference Square (Fairhope Avenue, between Section and Bancroft streets). Among the restaurants that will serve their best to the visitors are Old Bay Steamer, Andree’s, Panini Pete’s, Fairhope Inn, Valenti’s Ristorante, Mateer’s, Tamera’s Downtown, Mary Ann’s Deli and Sandra’s Place.

The tourism group also will be shopping while in town. Merchants are encouraged to have special events of their own when the 250-300 registered conference attendees are on hand, she explained.

Holmes said, “Every year the (state) tourism department comes up with a theme. 2009 is the year of history, and next year is the year of ‘Small Towns and Downtowns.’ The plan to bring them to downtown Fairhope for this celebration is to show them how special and unique it is.”

Sponsors of “The Magic of Main Street” are the Eastern Shore Chamber of Commerce, the Grand Hotel Marriott Resort, Golf Club & Spa, city of Fairhope, Downtown Fairhope Business Association, Baldwin County Commission, Holiday Inn Express, Eastern Shore Art Center, Buffalo Rock, Budweiser and MBC United Wines.

Conference organizers also plan to show off other Eastern Shore locales. While some tourism professionals play the Grand Hotel’s Lakewood golf course on Aug. 29, others will be treated to a bus tour of Fairhope, Daphne, Spanish Fort and Point Clear.

They will also take part in a silent auction during the conference, with proceeds going to support the annual Alabama Hospitality and Tourism Industry Scholarship. Holmes said, “It’s for kids interested in getting in the tourism and travel industry.” She noted the conference has raised more than $160,000 for the scholarship fund over the last 18 years.

An economic impact report recently released by Gov. Bob Riley indicates that more than 22 million people visited the state last year, spending nearly $9.6 billion and paying more than $702 million in state and local lodging and sales taxes.

“Alabama continues to be a value destination, whether it’s families looking for an affordable vacation, or convention planners seeking a good bargain,” Riley stated. “The numbers for 2008 bring good economic news for Alabama. The dollars spent on tourism create jobs, grows local economies and generates needed tax revenues.”

The study conducted by Auburn University in Montgomery suggests that one job is created for every $83,945 in tourism industry spending.

According to the report, 169,651 jobs were created either directly or indirectly by travel-related activities. That accounts for 8.5 percent of all non-agricultural employment in the state.

More than 114,000 jobs directly linked to tourism and travel led to the creation of 55,298 additional or indirect Alabama jobs last year.

Anyone interested in the tourism industry is invited to take part in the conference. Registration is $450. For more information, or to register online, visit www.algovernorsconference.com.