PR for Panama City Beach Spring Break

This past week I celebrated spring break in Panama City Beach. While there I started to think what makes people, especially college students, want to go there for spring break. When I was younger Panama City Beach (PCB) was thought the be a "trashy" area and the only reason one would go there would be to PARTY. It was Destin that was known as the more family friendly beach.
However, in more recent years PCB has started to clean up their image; for years they hosted MTV's spring break, but this year they did not invite MTV back. They have also built a new beautiful pier full of shopping and restaurants and have more family friendly attractions. While looking through different cites for PCB PR, it looks as though they have cleaned up their image and have truly become more family friendly.
Reading press releases, looking at advertisements and going to different marketing cites I have noticed that PCB has not truly changed its image after being there. The beaches were full of college students playing beer pong, funneling beer, and taking shots. While PCB did not invite MTV back they did host BET spring break. In PCB I did see a few families, but everywhere that there were families there were a lot more drunk or crazy college students. Even at a miniature golf course high school students and college students were drunk and acting inappropriately.
This got me thinking...Can good PR change the image of PCB?
I think that it can, but will good PR has to come changes as well. I believe that the advertisements for families and opening new family attractions and a beautiful new pier are defiantly improvements. If they want more families to start coming and enjoy their stay they need to keep the good PR; however PCB also needs to take some action. Putting out a press release is just the first step there must be follow through and there must be changes.
They should keep some areas of PCB just for families and use PR to advertise those areas more. I do not know if the stigma that PCB has as a place for college spring break partying will ever change, but if PCB wants to make its place more friendly to more then just college students partying they will need to actually put more action into there PR plans.