GULF SHORES, Ala. — Thousands lined the sandy beaches of Gulf Shores and Orange Beach, while many others filled the amphitheater at The Wharf for the annual July 4 celebration and fireworks.

It appears that a slow economy and hotter than normal temperatures did not keep anyone away this weekend.

Local officials are pleased with the crowd and the fact that no major incidents were reported.

Traffic was heavy in Gulf Shores, but Police Chief Arthur Bourne said things went as well as could be expected.

“We had a very good weekend. Fireworks calls were way down from last year,” Bourne said.

Leaving the beach following the 30-minute fireworks show was slow, but Bourne said everyone seemed to cooperate well.

“We had all of our officers either directing traffic or running traffic lights. It took about two hours to clear the traffic, but considering everything, it was a good night,” he said.

Gulf Shores Fire Chief Hartly Brokenshaw said that while the number of calls they received compared to last year was slightly higher, everything was handled in a timely and efficient manner.

“Our biggest issue was a fire out on Plash Island that was more than likely started by some fireworks,” Brokenshaw said. “We were concerned that the fire might spread, but we handled it by mutual aid with Oyster Bay (volunteer fire department) and kept it contained.”

There was no damage from the fire that Brokenshaw said started around 9 p.m.

Forney Howard, fire chief for Orange Beach, had a similar report, saying the amount of calls were “average or slightly above average” compared to last year.

“Traffic was really moving slow, but there were no fatalities or serious injuries; everyone behaved themselves and the day went well,” Howard said. “We had a brush fire at The Wharf in the woods along the water line. If there is a good place to have a fire, it was in a good place. It was contained and nobody was hurt.”

While most people were watching the fireworks along the beach, others gathered at the amphitheater at The Wharf for a special July 4 concert featuring country stars Montgomery Gentry and Little Big Town.

While ticket sales on Friday morning were reported around 3,600, Howard said paramedics reported the amphitheater was full.

“Although Fourth of July is probably most on people’s minds, we have seen a steady trend for summer bookings among our guests to Pleasure Island,” said Herb Malone, president and CEO of the Alabama Gulf Coast Convention and Visitors Bureau. “Based on a combination of anecdotal evidence and data, the Gulf Shores and Orange Beach area remains a value-orientated destination that continues to attract numerous families to the area.”

After dining at the local restaurants, filling shopping bags with treasures and enjoying the other activities in the area, guests returned to a multitude of different lodging options, which also saw a similar trend that has remained true throughout the summer season.

“Summer business continues to book at a brisk pace with even more last-minute bargain hunters than last year,” said Sarah Kuzma, corporate relations director for Meyer Real Estate. “Due to the increased pattern of near-the-arrival-date reservations, it is difficult to compare summer ‘08 and ‘09, except to say it appears the final results will be on par with revenue from last summer.”

Marie Curren, director of marketing and reservations for Brett/Robinson Vacation Rentals states her company is seeing the same pattern.

“Summer occupancy levels are about the same as last year,” she said. “However, our inventory increased by 5 percent since we opened Phoenix West so it is safe to say we are a bit up. July is looking very strong for us, and we are working every day to keep our numbers competitive to 2008.” 

As the Alabama Gulf Coast enters the second half of its summer season, local hospitality and tourism businesses are not ready to the close the book on summer ‘09 just yet. 

“We still have another five to six weeks to go in our summer season, which is plenty of time for more guests to return to or discover our area for the first time,” Malone said. “With a team effort that focuses on the needs of our guests, we remain optimistic.”