Agenda 12/14/2010 Item #16F 2
Agenda Item No, 16F2
December 14, 2010
Page 1 of 16
EXECUTIVE SUMMARY
Recommendation that the Board of County Commissioners review and approve
the Fiscal Year 2011 Strategic Plan for the Naples Marco Island, Everglades
Convention & Visitors Bureau (CVB) and approve all necessary budget
amendments.
OBJECTIVE: Review the strategic plan for the destination for FY 11 commencing
October 1, 2010.
,..--.
CONSIDERATIONS: During the year, the CVB conducts meetings with its marketing
partners at bi-monthly Advisory Roundtables to gather information on marketing the
destination. The CVB also sponsors an annual co-op marketing event to showcase to
partners the many advertising and trade show opportunities avaiiabie for the coming
year. These meetings culminate in a stra.\egic planning retreat held in July. ,This day-
long event includes Paradise Advertising and Marketing, Inc., BCF, Public Relations,
Miles Media Group, Phase V Fulfillment, Klages Research, SMT, Inc" Visit Florida,
Naples and Lee County Airport Authorities, and the representatives from the various
Chamber organizations, The data collected from all of these sources is compiled,
resulting in the annual strategic plan to manage the tourism department and market the
destination. The TDC recommended at the October 25,2010 meeting that the plan be
reviewed by the Collier County Lodging and Tourism Alliance, This was accomplished
on October 29,2010 and their suggestions are included in this revised plan.
Th- a"ached p~~~~ M~ 'h~ E"~~' ."..~ C'u--~-' ~< 'h~ <..II ~'M'~~:~ _1_- <M -~rke"-g
t:: LL I C1':::ft::~ C11'V lllt; At::L,UlIVt::;....:> 1IIIllCUY VI Ule' lUll ::>lldll:::':::fl..... !-Ilall IVI Ilia lIlI
Collier County worldwide as a tourism destination of choice in 2011.
ADVISORY COMMITTEE RECOMMENDATIONS: The Tourist Development Council
unanimously approved (8-0) the FY 11 Strategic Plan for the CVB at their November 22,
2010 meeting.
LEGAL CONSIDERATIONS: This item has been reviewed by the County Attorney's
Office and is legally sufficient for Board action, - CMG
FISCAL IMPACT: The projected FY 2011 marketing budget to support this strategic
plan is $3,200,000, The approved FY 2011 regular marketing budget as contained
within Fund (184) equals approximately $2,000,000, The additional $1,200,000 in
marketing dollars is offset by re-allocating $1,000,000 from Beach Park Facilities Fund
(183) in accordance with Board action on September 14, 2010 and re-directing
approximately $200,000 in interest income from the family of tourist tax funds (primarily
interest from Beach Renourishment Fund (195) and Beach Park Facility Fund (183) and
diverting those interest dollars for marketing and promotion as budgeted in Fund (184).
Use of interest income for marketing and promotion will extend for three years pursuant
to Board action on December 15, 2009 - Item 16(F) 3,
,-
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management
Plan related to this action,
Agenda Item I'Jo, 16F2
December 14, 2010
Page 2 of 16
RECOMMENDATION: That the Board of County Commissioners review and approve
the FY 11 Strategic Plan for the Naples, Marco Island, Everglades Convention &
Visitors Bureau (CVB) and approve all necessary budget amendments.
SUBMITTED BY: Jack Wert, Tourism Director
Agenda Item No, 16F2
December 14, 2010
Page 3 of 16
COLLIER COUNTY
BOARD OF COUNTY COMMISSIONERS
Item Number:
Item Summary:
161'2
r~eCOl11met1(JatiQn that the Board of County COfiHnlssioners review and approve the Fiscal
'(ear 2011 Strategic Plan for the hJaples, Marco Island, Everglades Convention and Visitors
Bureau (CVB) and 8pprove all necessary budget amendments
Meeting Date:
12/141:101090000 AM
Prepared By
Jilck Wert
Director .. lourlSlIl
Date
Tour-ism
lourhm
HJ/'I4/2010 4,2233 PM
Approved By
Cnilf'llfl C,repne
I'f;~'islanl COutlty I\U(HTICY
Date
Counly AUorney
C~)!!lltv I\Hon1F!V
101'\5120109:27 AM
Approved ny
J,1d\ \!',f,;n
Uil r~ctC'r - 'f Cllr!,;n'
Date
T Oilll'SH1
! 'it)! is:\]
FJ/1S!2010 5:25 PM
Appn.vcd By
Jeff 1(I;ltrhU\'v
(,.('llnt\, i\!hllTif''{
Date
10/1B001tJ 10:22 AM
Appro\Cd B)'
OMD Cr"0~'r-Jin.ltc-i!
D21e
(:')\!lllV F;!;Hi,-)'F'!'~ ':dfi",
(1;11;:<"_)1 k1;~I"i(l"nlf'!1\ ::, C;I!l:1'
1'1110/20109:41 AM
Appro\Cd By
Tiv,t('''',C .:d;'II["/
rjl;1t:"l"r (i;v'r,di{J!lr, :;~';lp()rt 11 aws
D;:;!s
Olflce ur 1':'I,1f, '.~!e~d'_ ill r:
lJI,H:kl"-'t
C:f[i', (: <if [,1zn::gy'I'I(:n: ~; [;ud!I'd
~2il/21J10 ':::32 PM
Approved R.y
rii;-jtl,_ h:'-:iC,I;:;(,,)
';"Ii:'~i "W."iL'f31'd~.1cl i\n'11~;,;t, ":;'~l1inr
U~;te
UUice of r"l;;n;~w'qlC'11t
urn,/) ,( :;:;1J'<;"W'I)',;;ilt D, DtFJ~I'.!l
12i7/201Q 13:58 AM
P"Ir1(W!
Agenda Item r'Jo, 16F2
December 14. 2010
Page 4 of 16
SITUATION ANALYSIS
OVERVIEW
Both 2009 and 2010 have been difficult years. We seem to be turning the corner 011 the economic
crisis, hut cOlltinuill destinatiolllllarketing is essential to keep The Paradise Coast competitive in the
tourism marketplace. The C;ulf uil spill zlI1d nU1L'r llatural and Illanlllade situations continue to
Ch.llll'tlge our dl'stin.1Lioll.
The dcmJnu for travel to the destination has been declining for the past three years. However,
l1l'ginning in the first qUilrlel" of 20 I 0, that ncg<ltivc trend started to show signs of more positive
tllOVelllL'llt. Currently. occupancy rates 011 the P;JrJdise Coast arc 011 par with our competitive set,
\vllill' ,lttaining the secolld highest AVL'I",lge Daily R;lI:C (hehind the Florida Keys. See chart below).
Tab 2 - Multi-Segment
l'I:oJrl<'s !,tuu' i",hlld E".:,"Ja1.:>s C\ e
reell tl10 rl-JIlli1 [11 S"r,t"n'to",r iCli!)
Oce (lOf~ Rf".'PAR Percent Change frorn no 2009
Room Room Room
]010 ,'q(<< ;,,1(1 }oJ\!" J\)10 1009 O~C fdlR RllvPA!i "" AVll11 Sold
n'lllIl,l I, '0" 71 2 " ; ~ !~. '" P) ,7:! L11 Gn 17; " 1 " " 1 ~l 6 7 J 1 6 3 "
r,illHlll,II';118CiIl f! '0 1 , U IV, \.'8 1":' 18 102.11 tl2 }$ 7 9 2 7 10 9 14 3 31 1131
f',;w,llIS 1',1 ~:;{'\ UlJ",C;Ii>: 1.11;1111' fjr " 'i i; ?L! ,'0 ,6 j.H.I'1 I !Ii 7.1 '-' I 1 I J 9 S 4 0 4 " 51
,
Illll L:'llIdo:!ldil:" !:[ I',r, 'I .. , '111 .. i ~ 2 ':,1 " '~1l :n 1'1 i I 11 r, II 10 0 , 8 12 2i
I
r' ~illl1 DOBe!1 CeILlIlI)' I'L ,'7 I 1::1' 12 112 IYi 80 .W ?S7-1 10 J .3 7 03 9 J 29 13 61
Ci>-:::Jr':'iBlel I 0 ,10 4 E.l C9 10;' " ~2 2G 6--1 81 ,1 0 ,2 9 -39 ,1 'J 21 1 11
11.3r,les r',.'lS,A ~, ':' 1 ,Crj 1 1,:[-. FJ IF,'": 81 9~ 911 ':E; 11 .:; 2 -0 1 5 1 ~; 3 1 2 GAl
'31 ;:>el.?ls'::lIl~' 57, ~ ., 1 ~~, S " 11 :"j ,',; '-:;0 G ) i , 1 0 , 8 Q 0 6 0'
IJi'li~le~, I,..F~A Iml> :Jll'lel'!s (:,G 1:-;- !.;~ I," 'J " I~ , Hl ] ~O 2 0 1 6 )'
::::i1!aso!a.B~a('el.,to" IL ~,,~ S :'-:' 1 .. (r, 1;: ;:) - l~ 1 3' J , C J ] J 0 1 35 70'
f,-,:t Ij'i~rs cL ~,IJ , --19 I~ 1:7: ~9 1:2 ;} ~"- =9 ~~8) 2 9 -, 5 " 9 2.4 65 96
1-:J 01 C~ (,,.i~;'::, 1','h:1::.[~k' ::'1"011'1'> 4' J -") J -. ~') L'~lL J2 ''j, ..;.rl~::, -2 1 -30 -5.0 1.4 67 4.5
':dllilh Trdl'cI I~(,-~(',\I(h
Prcdicliolls indicdl(' Lh;ll pl'npll' \vill slilt lLlvcl lor husiness ,llld leisure in the future, blltlhey will
11',1\'cll('<;<; on en "IHi lur shol"ter clisLl1l(,(,~; 1.111(l\1I's or Il'ss) ;lnd likely tLlde down in ~ICCOllllllOd<ltions,
food ;llld ;l\'ti\/iti('s.ll<-, dl'.'-;Lin;ltill)] IlLll'l.;l'll'I'~; \\'C 1l1USt .<;1,])' optilni,<-,tic, rCdlistic and out in front urou!"
tnuriSlll)lclrtlll'IS ;111d 0111" l'll:-;t(I 11 1\ T'i \\"i111Ih'\v ti"(',ltiv(' ,1)lproJCI1l'S ;ll1d technology cnhdllccllIcnls.
The inllux OI;ldditi(IILlIlll;l1'kdillg fmal.<; by' lhL' ((lUllty Ct1ll111lissioll ill [)ccclllbt..:r 200Q Irollll3cach
nl'1l(JllrisIl1lH'lll r~CSl'l"\'t'S \\\1S a \'\'t'1r()1llt' .ldditioll to (JUt" lllinkcting erforts. It's been proven over the
p;~st cit;hl )iL'.lrs th;11 glvellthc 1'1',';(1111"("1''<;, \Y(' CollI return:l SiZ,:lhlc l'C01Hllllic impact lo our community.
T() d;ltc in 2tll (), TIlt' P,lr,ldi~;l' Cndst lidS .c;hmvll ,I 2()-LlJ-] return Oil Visitor ."pcnding to ,HI dollars
spellt tll iltlt"<lct lhosl' visitnr,c;.
i\ dcdiGltC'd IlIlHlinj; Stllll'n' Inr \'(\lr-rullnd (!t>stiniltio!1 1l1<li"kcting is l'ssenti;ll to our future
pnlll1otion,ll cllorls. \Vllt'lIh'r tll,lt funding L"()ll1es frollll"l'-;lll()Gltiol1 urlhe existing lax structure, or
sOllle other method, lu)]ding sourcing nCt'ds tn \Je dcci,kd s(Jon to cnahle the destination to remain
c01l1pPlitive ,llld to contillue to ,-111m\' tourisl11 [olH' the llwst depen(bble economic driver in Ollr
cOllllllunity.
Agenda Item No, 16F2
December 14, 2010
Page 5 of 16
The April, 2010 oil spill in the Gulf Illay plague The Paradise Coast ror many years to come and we
mllst be ready to dedicate the dollars and resources necessary to keep visitors coming to the area.
The national alld international news media may continue to paint a negative picture long after the
event. \Ve need to continue to be prepared to counteract that negative publicity with words, pictures,
video and satisfied customer lcstilTlOlli.JIs.
Major n"ends
The chJllcnges the destination will face this coming year include (Jiles that our nation and the entire
tourism industry arc facing. Here arc some examples:
Ecollomic and Tourism Industry Trends
. The destination has achieved remarkahle Sllccess in comparison to our competitive set, and has
been a bright spot ill our local economy during the world-wide economic crisis over the past 18
months.
. The Gulf oil spill may continue to have negative effects on future visitation, spending and visitor
image as a desirahle destination.
. The outlook for more active hurricane seasuns could exacerbate the oil spill and further drive down
visitation.
. The possibility of rising fuel costs, inflation and the continued \veakness of the U.S. dollar could
alfect domestic and intt'rnalion;ll Lr<lve!; pninting tn the Iwed for greater emphasis on in-state and
drive distance feeder markets.
. The threat of terrorism is unabated and Llll' ongoing difficulty of entering the U.S. as a foreign
visitor will continue to impact the Paracl ise Coast's share of market for international travelers.
. The Paradise CO~lSt's potential visitor has more options thzlIl ('vcr before. Gone are the days when
Florida stootl alone.:ls the illlllLldl Lllllily VilGltioll destination. We are now faced with strong
competitivc efforts from lllany other arc;1S D( the country and a growing number of international
destinations.
. Additionally, societal changes arc ilflecting potentia] visitors such as in the rise of ' 'green travel."
Visitors of J II types arc showing a grei1tl'r scnsitivity to ecological concerns and a growing favoritism
to destinations, accolllmodations, activities and travel sources thilt exhibit some degree of concern
lor the envirolllllcnt.
. A grO\'\'ing numher of visitors W,lIlt to learn !1lore <lhout their chosen destination and get involved in
some vvay once they ,11"(' tllere. MallY c1H)()sc' destinatiolls sole]y for the opportunities for study that
the destinatioll lllilY provide.
Tcchnology Trcnds:
. Clldnges OCCI1I" every dJY and we Illllst keep p~lCl'.
. Price transparency is llOW the norm, and regardless of the sourcc of information, thc traveler
knows how to seek out the hest v,lllle for their vacation or Illeeting needs.
. Over fWI}j) or trJvckrs use onlinc hooking cngines for air anu accnllllllOdZltion reservations.
/\qenda Ilem 1'0, 16F2
'December 14, 2010
Page 6 of 16
. Slllilrtphol1C's iJrC expected to account for 3311(1 urthe U.S. mobile phone Illarke~ in Q4 2010 and then
accelerate in 2011, hitting 40(% in Q 1 2011 [The Nielsen Company).
. U.'-iC of social platforllls, such J.S Faccbook ,Ull! TVv'ittcr, rnntilHll'S to increase. Current registered
llsers for Faccbo()k is over 500 million Jlld over 1 OS million for Tvvittl'r.
. Ncarly 701% oftr;wclcrs <Ire sh;\ring their photos, videos dnd comments 011 their vacatiun
L'xpl'ricIlCCS \,viLl1 perfect slr;lllgcrs \"/orld-\'vidc.
Political Trends:
. The Paradise Cuast's IOGll 111l1llicip;lIlcildf'rsl1ip willnccd to n~ccivc periodic reminders orlhe
imporlancc ldvisilo]" spl:nding to their COlll!llUllitil'S.
.2/3 oflhc Florid,l legislators \vill term llut or change in 20 II. This will require more time and effort
to l't1UGltC the Ill'W OlH'S <.llld re-eLluClte the returning ones on the henefits of tourism to the state.
. The Tr;we) Promotion Art will ;lssist till' US ill g,lining h,H:k snlllC lost market share of international
visitors. BuL the politiGllligl1t (Jver Llle promotion dollars (Tl'ated hy the Act will drdg out for several
yetlrs.
Sodal Trcnd."::
. F,llllilies are spelldillg Jl]ore timl' together I<id travel is increasing.
. 70'/() ()r leisure trips (\I"l' for "spl'cial occasions."
. 33;!1~ ()( trZlvclLT'> sl'kel;l destillCltillll hasel! Oil ,1 "gooJ dc'a!."
. bOI;;;1 u(trZlvckrs will choose <l loLdl.\' 11C\V locltinn this I1C'\t yeilr.
Erollomic Trends:
. 'v\1c drc ,illl}cillg Zlsked to do morc ,llld t1u It better, \vith lc\ver resources.
. Till' \v()rlchvillc l'U)!Hlmic t1mvl1tul"I1 l1<lS Ill'g,ltivl'jy iJllp,lClcd tL1Vl'l to the U.S. and l1l,lY affect our
lllttTll,ltioll(jj vi<;iLltiU1\ llUllllwr.c; III till' futlll'C.
Other Market Faclors:
VISIT' l'"U)I{lfJf\ (()lllil1lli.'S tlllH' \llle' o! Tilt, l'.lI',Hli.\l' Cll,bl\ strongest strategic partners. Their
fUllding h,lS illlTC'il.<;ecl slightlY. I(l) 't) 1]. 'ill t)H'I"(' <11"(.' llw]"e rlHlp opportunities for us to consider.
The [l;ll",Hlisl' CtldSL','i illtC'111~llioll~i1 It'l'(kr llldrkc(S sl1tnild rehound ill 2011. Our emphasis should
("(lll[lIlLl(' \'\'ith Tou)" Oj1('I",ll()! I'll ()P~; ~1.C; CI}I)rtlilLlll,d hy t)llr 11lIl'l"1l~lli()1l~11 Hl'prl'scnLllivl's il1thC' U.K.
,\lId !~Ul'(lIw.
Marl{(~t lnlelligcnfe:
It is ;lhv,l~'S illl]1urt<lIlL to cOlllpil\' ,111(1 COI1SHICI" ,ill the illlw'1l1<ltioll {lv<lil;'1blc concerning OUI"
clll1ljwlitioll, our cllvironment, illltl utllL'1" forces thilL m,l'y' ,llfec! our efforts. For 2011, the following
S\VOT l\lLllysis (Strengths, V\/e,lklll'SSl'S, Opportl1llitil's dnd Thre;lts) n'prl'sl'nts SOllle o{tlll'
iII!Orlllil(]()l) LlIJt ILlS llt'l']) cOllsidered ill lOl"lllUblillg OUI" phil.
Aqenda Item No, 16F2
~December 14, 2010
Page 7 of 16
Strengths
. The Pari:ldise Coast's destination/brand attributes: beautiful beaches, the Everglades and nature
experiences, superb shopping, unique dining and more.
. Part of Florida - consistently a top w[)rld~wide travel destination
. International Airport with direct service to and from domestic and international markets
. Dedicated, renewable funding source {Tourist Development Tax)
. Year-round employment opportunities
. Visitor spending leaves surplus of funds for community's benefit
. Tile best, most dedicated and professional Destination Marketing Operation staff of The Paradise
Coast's competing destinatiolls
. Accredited OM 0 (Destination Marketing Organization) by Destination Marketing Accreditation
Program
. High level of partner trust and support of the eVB's destinJtiol1 In,lrketing direction
. Favorab]e international currency exch<lt1ge rates
Weaknesses
. Limited DMO marketing budget in a highly competitive marketplace
. Very small eV8 staff, limiting increased effectiveness
. Some continued misunderstanding of tile positive impacts ofvisitnrs all our community and
economy
. Higher than average airfares into Southwest F]orida Internationa] Airport
. Longer than ,1VerJgc travel time ITol11 SOllthwesll:]orida Internationa] Airport lo parts of our
de5t!t1Jtinn sl1ch .1S ['v!;l!"C() 1:-;l,lIHI
OPllortunities
. New air service to HSW and N.lples will make the Paradise Coast more accessible to visitors
. Growth of meeting business en COli rages resort ,-llld hotel expansion and enhancement
. Community Relations delivers the COlTect tourislll message to governlllcnt and residents alike
. A better kJlO\vn, stdhle and re:-;~wct('d eve I;vill result ill more leads and visitation
. Outsourcing o/"currcnt ,lilt! fllturc bbor necds will ;lssist DMO staffing levels ~ Discussions and
ongoing lllZlrkeling assisLlllCC to Fe Myers Airport (RSWj to ;lttTJct more air service and lower
transportation cosls to our ;lrC<l
Threats
. Natural and lllaJl-lI1~Hle dis<1sters discOllr<lge new ;]nd repeat visiLlLion
. IIo11lcblld Security mandates lllay discOllr<1gc inlcmatinni.l! visitaUon
Aqenda lterTl No, 16F2
December 14, 2010
Page 8 of 16
. Favorable currenc.y exchange rilles could reverse
. COllnty hiring and W,lgC free7.e means no departmental growth Jnd possible staIT"burnout"
. Condo and single L:lInily rentals continue to erode limited-service hotel occupancy
. Internet booking or hotels limit5 our potclltial tourist lax revellue
MARKETING PLAN
Target Markets
The follmving should be cOllsidcTl:d as Ollr 20 11 target market sl'gmcnts in order of importJllce:
Leisure Marl{ct:
1. In-State Hesidcnts
) 1\101"1.11(,,:1,,1 L1 .s
3. i'v1id\vcst lJS
4. Soutllt'<lsl US
InternationaJ Visitors Marl{ct (Leisure)
1. CCrlll,ll1Y
2, UK
3.Clll;1l[;\
Leisure Marltcls uf Opportunity
. Huston
. Clcvcl;lIld
. !\tbl1l~1
. Brdi'il
Group I\1cclings Market:
. ((lrp(1!';I!l'
. In-,')(.11 C' J\S'i(lCidLio!lS
. OUl-()j-SLlll' A~;s()ci;lti()lls
. Sf\HT~F (Soci,ll, i\.lilil;l1")', FduCltioll, )kll~i(lllS, f'-I';llerlulj
Agellda Item No, 16F2
December 14, 2010
Page 9 of 16
DEMOGRAPHICS
Currently, The P,uadise Coast's primary visitors are in the Boomer generation. who are currently 46.
64 years of age. However, the average age of The Paradise Coast's visitors is declining each year. We
need to consider how that age factor will impact our marketing efforts in the future. We need to
continue to improve The Paradise (03St'S appeal to a younger, more tech-savvy visitor utilizing the
technology they use every clay. National research indicates that this age group tends to have both the
highest Mean and Median incomes lSpring MRJ Single base).
Objectives for 2011
The primary corporate objective of Tile Paradise Coast's DMO will be to keep up and hopefully stay
ahcJd of our custOlner needs. The cLlstomer is king and we must listen to whJt the customer is telling
us in terms oj message delivery. We must be ab]e to adjust quickly to market trends and to use the
right distribution channels that will bring us the best return on our marketing investment.
Marketing Objectives
. Increase brand awareness by 10%)
. Increase "SignJls of Intent 1:0 Travel" by 5%1
. Grow ROI (Return on Investment) from $20 for each marketing dollar invested to $22
. Grow dnnual visitatioll by 2%
. Grow ,-lllllual average occupancy above 62(Yrl
. Increase anlllla] tourist tax ITVCllues by 3%
. Increase destination editorial coverage by 2%
. Build demand to positively influence and grow monthly ADR (AverJge Dai]y Rate) levels
STRA TEGIC (NITlA TlVES
1. The most import;lIlt strJt.cgy tl1is year will he mobile comlllunications. Whatever we create this
}.'ear must be viewable and actiOlli.lble on mobile devices. Mohile devices are always there and most
a]wzlYs "on". They \vill quickly becomc the primary sourcc 1'01' feeding and receiving social media
messaging.
,1. 251}(1 Of,lll travel is bookcu oJllllohile devices and growing
h. 25o/u or hotels VI/ill ;ldd i-l mobile application lor their custolllers
c. ()5 million rJ.cehoo!z USt'rs access their ,1lCOUllt on lllobile devices
2. fvlobilc applications \vill be developed this year. One such ,lpplirat.ion might show rcstaurants,
visitor illfnnnat.ioll centers ;1Ilt! c]osl'-l1y attractions !leal' a hotel. Apps will be first designed for the
most used pbtfor1l1s alld these projects must be completed ill tJndelll \'vith The Paradise CO<lst's
mobilc site. Hcsearch nf'Thc Paradise Coast's ill-lllilrkct visitors will monitor app use, and \vhich
platforms ar~ most lIsed.
Agenda item ~'O, 16F2
December 14, 2010
Page 10 of 16
3. Text llless<lging I1OVI/ hl1s SOi;;] penl'1ratioll ill the lllarketplace. vVe vvill find \vays to use this
Ilwdiulll, and C<lpturl' the mobile pholle Ilumbers of The Paradise Coast's customers to feed them
infurllldlloJ] \\'lll'tllhey are inlhl' deslilldtioJl. Mobile Illl'ss~lgillg will be integrated into all aspects of
the m<lrkcling c!fnrts. Specific strdll'gies will he devolc'd to mohile messaging, tcxting and
appliC<ltions.
4. QR (Quick Response) tags arc gl"ovving illllse ,1Ild should be integrated into our messaging.
5. The Paradise CO(lst's local tourism partners nccd III ore consistent communications on vl'tlat the
BUl'eau is doing, Wh;ll trends we arc sl~l'illg ill till' ll1arketplace and 110\'1/ we arc dning in comparison
to our COlllpetltive set. For 2011, 'vVL' will develop lllL'lhods thJt the eVB can use both ill the office and
rell10tely via mohile to compile reports frolll v~lriol1s sources, articles, <lnd stafTmcmhers and
distribute those to our p~lrtner list.
6. Partner Branding Trclining Pr(lgl.~11l1 - PllLcllti,-llly' <lpply for educational grant through
Edis()Il/J--llldg('s/F(~ClJ lon tilL' !\lr,-Hlise (D,lst ClIl1pUS) to train local visitor service stall
7. Utilize F()ljj",';qL;,11T Tcc]mn!ugic::;
RESEAHCH
Measuring flesults (1101)
Our OVl'L1IJ resC':lrch product will continuL' to t.'::pand ,-lllll hecome more' timel)' and robust.
,1. Pl'rindic reports on the direct. indil"l'cl cUlll induced impacllo our community from our tourism
p~\rtllcrs, ill ,lddltillll to our visitors.
h. 'vVl' \viJlnL'L'd tll (,(llnll,lte the' L\:>: contrihutioll per lodging unit to our local economy,
c. VVc \villneed to kllOVv' till' lax cOlltribution from nul' infrastructurc to the (ounty.
II. \iVe \villllL'L'd 10 kllow the nl1mlwr ()rjoh~; in L'~ICh scgll1clltlll The Paradise (OC1st's tourism industry
:.. ..1.._1:.... 1_._>..1" ...,,,, _h....'''.... ,.l, ...,...... ...
111l_11l1l')1;"; IIULL.I.".. I t.."'<l111 dill..", _"1'111 'f't";";, L-ll.
C, Wt' \vill lW('t! to dl:\'l'lujl ;lJll'~l~;Y tn unl!cl'.',L1Ild ('.':pltllutioll oj" how l'colwmic illlp~lct works.
r We \,\'iJlIH'Cc! 10 idclltify sL'coIHL1ry IT,<;C;1ITI1 SllUl"l"l'S such tIS Ill": Shilktt lor spending amounts and
Gloll<lllnsights for future honking j1rnjf'ctions daL1.
g. \Vc Ill'l'd to [")"c',l((' ,111 t'd\\' tu llse lorlll to 1-','C()ld VI:..;itul.lnlol'Ill,lliOll Center visitor statistics,
including Wlll-'I"l' they' livc ,1I1d \\/11,11 their interests ~lre.
DIGITAL MAIlKETlNG
FOI" 20 J 1 \VL' \vill r('td]()("~ltC' nl~ll"k('tillg 1\ll1ds 10 ):V('P P,ICC' \\'ltl1ll'chrwlogy cllclllgl's and nukl' the
1\lr,llli,';(' Cll,l::;t 11101'(.' dlTcssilllL' t(l its CllslOllH'I'S.
<1. rllu!li](' t'nklIICl'1l1L'llt:; \'vi)1 hl' ()ur fll pritll"ily ill 2U J J, Till' j1,lr,lllist' C()ast's mobile site mllst he
i111pru\'~'d ,lilt! dpplicl!iOl1S (llr ill-l1Lll"ke! visill))'s illlpl(,tlll'llll'd \Ne \'I.'illlook atcompl'titors zlI1d "best
1)1 r1:\~(;" ll1Ullik .<;itcs <1:-: rdC1TI1'.."(' ill tlc\'c'lop:Il;,;
h. \..'jdc'o ;Illd pllllLOUplo;lds to Olll" \ydlSlll' olllo OIl!" ptlrLlll'!' s listings l1lusllw illlplcllH.'lltcd,
Agenda Item No, 16F2
December 14, 20'10
Page 11 of 16
c. \VebcJllls throughout the County must be in J very prominent position Oil our website home page
and continually monitored for proper operation. Consider co-branding existing hotel wehcams or
purchasing destination cams for full control and "brand" the experience.
d. Customer uploads of photos, two-way blogging and social media contributions will be devised to
better coml11unicate to our customers.
e. Mapping capahilities on our website will be enhanced to give our customers the ability to find
adjacent attractions, restaurants, shopping, de.
f. Our intcrn;:ltional sites will he upcLlted and enhanced to include social media, travel information
and marc support uf Ollr tour operator partners.
g. Enhanced search engine and pay per click improvements \vilJ maximize our customer's ability to
find information on the destination.
h. vVe will begin to track the results of our conversion to the Book Direct/Jack Rabbit booking
solution, and maximize the data reported on a monthly basis.
i. \Ne will begin to track social media usage through Google or other services and report monthly.
j. Data lists will be improved:
1. The use o( iDSS will be a priority to get our lists cleaned up, and as our primary source (or
information distribution. Individually maintained lists will not be used in the future.
2. Lists 11l,lintained hy Phase V will he better catalogued so that Vv'C can select well- targeted groups
ror specific mcssaging.
k. Media placement vvill continue to evolve into 1110re digital placcments, less print and even more
highly targeted cable programming.
1.. All incentive progri:II11S will gOlllobile
GROUP MEETINGS MARKET
This 1Jl,1l"ket is expected to improve in 20 ll. However, the likelihood of this scgment returning to the
levels uur destinatioJl cllJoyed ill 2007-2008 is nol favorablc. We vvilJ follow stronger guidelines to
continu(' Olll' Dt\10 support of this important market segmcnt by:
1. Lilllit tradeshow participation to those that provide the best ROI and partner support.
2. Monthly ROI reports will need to be ellhancL'd and incorporate SOIlle' or the D~1AI stanclJrds to
share \vith industry ]J,lrlners ZlJHllhe lllcdi.J
3. Re-bul1ch "Bring 'y'our !Vlef'tings Homc" program.
4. Develop a "One 1'<111k fI..1eetings" conccpt for Florida-based corporate and association meetings.
S. LlllllCh the Croup Attendance Push pmgralll (GAP).
Agencla item No, 16F2
December 14, 20'10
Page 12 of 16
SPORTS MARKETING
\Ve continlle to Zlchicve great SlllTl'SS in this seglllent. Our sports marketing team has worked hard
",.'illl our partners to identify Ill'\-\' l'vcnt opportunities.
I. VVe \'vill \)eUJllll: more selerlivl' on the (,\lvnl:; we ;lttract JI1l! concentrate even more on off-scJson
and shoulder season ('vents.
Z. \Vc \Nil! decide what eV('llts V\/l' are hl'st at hosting and concentrate on getting more of those event
orgzl.llizcrs to choose our destinatioll.
3. 'We plall to s('ck oul .<;ernnd cUlt! third tiel' types or events that fit 0111' sports and Illeeting or event
vellues, hoth indoors dlld outdoors.
4. \Ve must l'<JnLillllc to sed; (lIlt regional ]l,II"Lll(,l"ships for lr;Hlc show participation.
S. VI/e Illust seck to host a regiollal National Associ,ltioll of Sports Commissions or Florida Sports
FllUIllbtiOJl Illl'l'Lillg.
ARTS & ClJI.TUHE
This grmvillg 1l1,ll'kl't segment hils Ilu:\ed olllthe CVB's smalltourislll stafr. We need private sector
J.ssisLlllCC from supporters nfthis sc'glllenl t(l sust~lin and grow its future potential. There are many
<lclivilics th,lt \\'l' could l'!lr()llr:l~_W.
I. Find 1ll0lT \V<lYs to distribute this ill!Ol'llutioll digital!,V. The digital guides have achieved success,
,-lllt! SulULiol1s wtll he found 10 illlTl\ISl' tllL'ir fl('xihilily to update iLellls such as expanded listings and
lle\V features.
L TIH' printt_'d Arts [. Culture guides are VlT) l'xpensive to producc amI in the past have not rcceived
lnrtncr finilllci;ll support. 'ATc mil}' c()!lsidCI reprinting it ollly with financial t1sstsLmce from Visit
Flol"idtl gr:lt1tS (JI' p;lt'IIWi' .'illP]lOlt.
:~. \,Ve \vill st'l'k tlll' support III till' Clilllll';ll COlllllliUl'l' with 11W1T even!:s ,lnd ilClivitil's.
4. V\,'c \vill continue to \.vork Oil idc'lil dying tl group tl"<lllSportat iOIl p:lrtncr tn olTer org,lI1ized tours of
nur Ill\lSt'U111S ~llld ~lrt i~,lllcril":;.
S. tV!..' \.vill \..vnr!: with llllitel! Arts C()\111Ci! to illtTCilSl' till' distributioll of their printed Cllendar of
EvC'nts dill] build <llll'ldlJIICcd dii~iLll vl'l'.'iiull I(l! \vidcr distrihutiun.
AIIl SEHVICE MAIH(ETlNG
C()()IWr;lliull anti :-;unlO]'( {lr)~dpk~; ,llld :;.\\-'. FI()!'id;1 !lltlTll~lliollill is illllJOI'I,lllt as we continuc to
s('('I: 11('\\1 visltol'S. \Vc \\'i1l ('(dLlhUl ,It(, \\'ltl1 tlll'\C' il1l]1u)'IJllt P,lI'lIH_TS in ,lll dfort to ,1ttrdctll(,W
dOllll'Slic dllll intern;lt iOlL11 !lights.
C,JQrD
LL"---",-,
'.DC) ........
..-c'-J 0
;:::
Q)
..; r.:J)
'--..L] m
::~ EQ-
cum
-aU
eQ)
",0
D'
<{
'"
~:t
-,,,
~~
'" -
G;b
I./.l ~
~ .
~ ....
e t
~ ~
Q;
2; ,=
~ 'f
'" .
- >
;:::s
Oi ..
,
o
~ ':0"'
:i _
~
;;
,
i
GJ
l/l
.....
U
r;:;
l-<
r;:;
p..,
..
~
;0
"
'"
'I";
'"
"'
'-I
~
~
J ~:I;~
L
;0
"'
;0
"'
~
e
-1- -
z
o
-- '-C--
."j-
""
~
o
'2
.
..
;;
=
o
:f
.
o
.
~
lu
"
.
"
"
~
"
I j
U :.Jiu
'---..---,-.,
-t' "T' "T
". v v
cr., .
,"",", '"'
s!~s,
1'1 .
I
I
,
-
1
,
,
,
1
I
I . .
1..r---u.,,,:~
.... '"'- ""' v
~ ::3.;;"E
~ 0'b ~I
~ ~!n
,;;~I ~ ,:
':3 ~ ~
~d:G
~
~
;:i
~
;n
~
~
~
;l
.:: ~
~~
"
'"
3
"'.
"
o
"'
.
s
~,
'!,"
2
"
o
o
~
jil
o
~
i-~
I I
,
1
i
.
.
'~
o
~
Ci
i~
'0
I' ~
:.:;
r;
I-t-
-1--
I
I' &
U ~'.:)
~ 4;;:
-::I -.;, i::
2 i;3i;oj
]j ;:~~
'" "'. =>.
~- E~
, , 0
" "I]
J~
OJ: '" Ole : ~ '~
.:..:: ':::':: :3 ~
;" ;"I~ "' 0
? '?? ! [:~
HI~ 'I~.';
Co .... 'n ~
- '-'.... ~i8
~i~;:m I
~ >-I~ !~ ~
~ .5 -::: ___
~~ 2'c 'E : ~I ~
-= "-< ~;':5 ~ ~
:.z ~.-,;I t !""..s
~ "'.,"'".J 1'.'_'--'
i21-i> ~I~i~
~'I~ .S ~ -2
c';: "'0.. ~
~!~ ~<....-
:;""S2 :::;!.o ;::
iHU
~ ~!;........
~
Ii ~
I" ,I
II
~!
~j
~
~i
.
~
S
.
,3
-
'"
,,~
I
o
:j
'"
o
t:
~
'"
::
1-- --
-1
I
.1.
nul
- -c-
_~JL _
~i~
-0;-0
I al ~
-0'-::1
3!3
(/)I'JJ
"l:cr.
, 0
g.8
"",'"'
" "
~' g
o;::i-a
:)!0
22
:OlE
0, 0
I;;';;;
I'...
i gi ~
'"~""
'" '"
~ ~
o
E E
71';;
~.~
:35
00
-+'-t
vi V
OJ:IOI
'" '"
~I~
o
~
I u
!_------ .-
~I~
'-:::;1::
..!!;-
C:~
, 0
~ ~
5:::::
~G
c
.
0'
IS-
1"-'
o
~
'"
.
.
E
.
.
E
~
;
e,
]
~
,
.S
:l.
."
.
o
o
'0
~
~
."
~
"ii
If
is
~
S
.
,3
--I ..
---I
- I'
---
; T'T
,-
I-=r- ~-
- -,- ---
,
I
I-c-!- --
1
-I--j-
I ill
, ~I
I ....:
~i ]1
~I ~I cJ
~ ljli
~ ~ 6: I ~
~ .~;...) =1 c
co "'I '"" 0 r.;J
~ l';~"~51
a ::",' ~ 2 ;::i
-=:'jf-< 0... _
~ ~, E
5 -f :: ~ I
.... -::::1.E<:r:
I 11111
~'il ·
~!~I
11 ! i
, I ! III
.5 i! i;--;::I-~~~' ti
~ ~,~:~:'~ ~!:g~'~ ~ ~~
~ ~!~:~~ ~I ~!~ ~I~I ~ ~3
v I;';; OJ; ~ Cl.. ~I? ~ ~, ~"'.2 ~
,~:g: ~ ~I ~j 0 ~,~ ~'~ ~
~ ~::3~Jj -I "2.s i5!:9 ij ~~
~_~co"-' .ii 8'1 i 3 ~ 2 -':;;:;:, g.~
.~- ;:? ';:, I zl ~ .. 'l'''l ...
-B .~ ~ ~I ^1~1~I:;j =!
~ ~-el" ~I i ~tl~I"'5
IDJ~; . ;I! ,~~i
: ~ ~~ I 8
oS 5 ~
1 ~
i!:
~
'"
D
~
'"
~
~
~
B
"
~
.
~
"
@
~
3
'C
o '-'" '"
E ~1"2
E ~I@
f!,'I"
';:1 ~ ;(1
~~]:I~:
ti r.31 t
~'jni
2 ~I ~I g
;::!"OI"'I .-
""' -< r:::ll 2
I S,'~. ~~: i,_
'31" "
~ ' ' 6,
1::'1 '.
I'
1
I
,
,
""
,
.
"
o
@-
8
.~ ~
3'B
ryj-c
^ .
"~
~
~
~
'"
~.
"
'-' 1
:8
~
::;1
'I j
1 1
,
I j i
.
,
1
I-
~
"
o
C
~
~
~
~
.~
~
><
r
,-\1
I:':::
I~ <
^ c
i] ~
t'"
v'-"-<
~t::
;: :n
3>
5ii)
8 .~
i!I~1
,
b
I
, i:I IE
!~E _1""6
!iiP!I~
'0, ~ -Hi
~I ~ 0 ~
otl!J.j~ .s
~ _". 0 g-
IHI[;
g g - I ~
U::::l 10
I! ,,'.
I'
~ '-'
o ,
" ,
.51
0:;:...;
>
1: ;::
~"
-:::: ;3
c::....
;2;
13 g
I: ~
~
c::
.
,
'l'~ ~I:E
~ ;I~ ~
;E ~I:~ [
I~ ~ ~ ~
,~ ~I~
~0
~II ~
f- ..;
, .
~~
i e ,~
, :::: ...
,~
o
~
col
;;51
:..:l:
I
I
~
~I
l
+
-, -
'"
0;
"
~
"
.,
-, -~
o
Q.~ ~
~ ~ ~ e
5 2' ..8
'-g ~ tf) 11
E~O(j::'"
o '-< '-< -0
t:;S:J.s [;3
l~~~
I~ j ~ ~
I" I
I
.~ 21:a ~
.~ ~I ~ ~
..:::: 0.> ~
~~80'
o ~
0: Z g
tI"l2:l~b
-'ji"
~ ~
~ a
b u
I~
i~
I;::
'"
.
"
~
=
.
'"
'2
"
.e
.
""
.
~
~ "'
" ~
~ .~
i~ ~
~ ~
~ 8
!j
s
"
~ :;-
~
~I--;c z
" ~
~ ~:a
v U-I 0(
E '" ~
F ~'~
Z c; w
z'"
co",
i3~
113~
I ~
I E ~
f::~
~O
:: r-<
,
2
C'J '.:) 'J)
tt;o=
','J 0
. : Y':]'"
0-1.,-
"-- ,-.. rJ)
-;:. QJ (J"J
l).D (\J
,'~ }::Q
~ill
',j ~)
c
~~C)
-'"
<'(
?l
~
::: '1'
~ X
~. ;
.",; ~
~ ~
.",; :::
~1
Q (,i
Z .::
~ ~
~ "
~ :~
"J':. ':i
:: ~
:; ..-:
~
~
;:; ;;
~
;..;
~ ;;
7
(J
r1]
......
U
r:l
:-.
r:l
"
......
..
~
;;
"
~
~
~
~
~,
~
;;
'-
~
Q
~,
c
'"
~
o
o
t
o
"
'C
o
,
!:o
'D
~ ~ ---
~ ':i
~ t,
~ 2:
... ~,
~ 'J:.
3:
c: ~:
~ l/;. :::
:2 :..; :;:
~ '
;: .~.
;ct
~ '2
"J':. '"
2: E;
~
]1
~I
v:i
j
I
,
I'
I
-II
I i-I
-I-,u
II
II
Ii
L
I
I
I
,
: i
i I
i-----I T-
-II
II
I .
, I
, I
, .
1
-, - I
~'Il ~!<ll i
~ ~ ~
.::: :;J :;
q~
~I ~
CI
I
,
=1 =
" "
~i ~
:=.;"
~:j
..,... ....
~inIJ!
_i;i~:
~: ~~
i:;""'j
-'
0,
~I
c::!
"
-,
"
~,
,
]!
~:
",'
"t:! I
o
,
o
~
~I
~I
~I
-,
2i
II
~
~
"2 '2: 1=
- illS]
,r ~!~4 .~(
;_s ~ ;.:
]: ;;
,.
~:
-
'-'
o.
~L', :'"
... , :
;- ! :
~~
II
"1-1-
I
~
,-
"
~
,
~
,
I I
I i
--I--I--i-
Ii
I
! I
I'
1 EI
,I, ~,'
21a~
:: Z ~I z
~I ~. ,-' :J-
1~!~lr
CI
1
, I
I
?J-I ojl-" -, CO"
;~:] ~] j-E -~I~
';:::.:. .:-~, I J.' cr.' of
::,:2 ~ ~ :~ ~I~
;:,~:s;:'5 !~ ~12
~ '~I -; i~ ~I-~
; Hi: in!
2 ~~ 11_ ".1'1 I z 'I'"
z C;::,' -3 ';:,''B
, ... 'J; ~~i t
6 ~ : ~i ~I ~ i 3
::! ;j 5 ::1 i .~ I.,~
::: 0::: :: '-;1 I ~. ~
:; ::; ~ ~j I
..., ::1-_:
u;; ::==il
;r; -? .j!
~ ;, ~I
~i_~i
~]I
51--'
~I
~,
:;l!
",'
':,,!
~I
'I
~I
~
-,
-1-
~
o
;;:
'3 :3
I::: ':::
I::> ;::>
i'~ ;j-~
'::c: :i::C:
I~ fo1,~
Inj
IS IS
: !
I
I
1
I
I
I_-
I
!
I
I
o
6
~
~
.; r::
-;;
,]
! i
L_1'_
~j' ]
~ s
'"; ;:;;
c
~
c_
"
j
~I
~1
o
~
~
c
"
"
o
"
'^
!
~.
~
~
.~
"
co
,
"
t
.~
2.
'7.
.9
7.
~
.'
"I
.g
"I
:::!
t:i
'"
"
-, ,g
~I
~ ~ . 0
~ Gl ~ '"
,I
< - -
" ;; ;; ;;
tl -:: " ]
,
~ .
.;: ~ "
~ ~
" ,
~ ~ " "'
.;: 0
~, ~ ~ ~
'"
"
.,
"
~
;;;
~[.
5
j
u u
~ "
E ~
::1 ~,l
I
'=C'.
-11111- I -I i-
I L - ---p-
! II + ~
i t-r-l-r-
'! I TI-
'I 1 i !
I I
i I
, I ,
I i I
-i-T -I
, I 1
! ' I
I '
I
,
1
i
~
o
~
o
"
2
~
~
.-<::. "ill
~l-~ f-<
:Ii! ,S; ~
U~
:5, ~ 3
<;;;...-:
'~
'"'
~
"
.~
7,
"'
- - L_ 1-
<
" -,
(-"It:) ',0 ~
LL..,- ~
COO ~
~ (~ 0
",:".+'-[) :;
OJ ."
~ CJJ -
(i)-.U tV :;
=E [L
ro OJ ""
,~ u -,
cO) ~
0)0
cr, Q
4: - ~_.._--
Z
" - 1__
0
-,- - ~---
""
~
o
"
o
.::
c
"
I 1
- , --
T
I I
"
~
-0
'"
"
~
?
""
"
,
;;
"
,
,
i
~~H
v >; :J
~, ~f.::..
~ ;; ~
~I~ ;S
~i; ~
ti
~ g-
"'
" ~ .~
'ii 1
" :; ^
:; !5 ~
"
1 ~ I
"
~
""
Q) "
iJl ~ ~
.,., .~
"d I.~ 0 e
ro ~ ..
.
;..., . ~ ~
ro ;; .
" g .~
.
c., 0 "' "i
~
... " 0; -
'" .~ ~
"
~ Q
-,
::J
Q '"
<:
;; "
" ""
'" ,
~ ,
::
'" -
"
,.. E
Q 0
z b
."
Q .~
"
J ..p
~ "
,
0 ""
" ."
"
." C
;; ~~
,;
~
;;: ;;
."
"
~
'E
,~
"
"
.
o
= Q
i:
~
, ,;; I
:.) 0.-
j ~ Z'~'
I:': ~ ~
;I~
1 z
:;
"
.
.
.....1 v
~I-~ 0:
WI'" j
'3!H w
fj~ T"
~I,51 if,
~! g
281
c.... t
w:i g,
<.o,[/)I
-3J
"'I
___I
~
~
~ ~ I
C V ~ I
I' ~c,>', ]I'~ ",: ii
-:: ;:l:..c: .,-I~,
~ :5 ~16
~ 'Z 01d: ~
..,...; :::0:::: -~~I ~
'"' ::: "ti.... .-
C 31 ~ 16
,:, ::51J:I'
...... If); I
U I~ !
I ~!
] i!
1
--;, "I"'--~ ;;; --I
-~ ], E:,g ~
'I ,H"__
~ ~i.g12 ~
~i ~!&I~I~
~! ~ ~i ~
~i i I~:i
'.F. I i G
g! i~
~I Iii
"::::1 "
"-', '-'
'"
I
, .
1 .
, ~
1 .;;;
,
, I ~
,
,
.
"
J
! I
r -==-11
..'.,. J 1=.11= -
II -
__I.__
I
I
1____
,
I
I
-------
1:1 _ __ ___
I[~ r ---
---'-1--
1- ---
1 .. --
i
,
\j:
"'
~ .' 0
:::;: il , 8
,,; ~ ,
~I ~I '^. ,
I~i ~i ,
Q ~I , ,3 is
~ 6 "liT, " , u. u
"R 3 " :; -4=
'" "' Z ';'1 ~I " o. .
" ']1 if ,I ~ '" ,I:.
i:'E1 .~ , "
~ ~I ~, ~
0 " 5; ] 0 '" "
" "3' " 2! '" -- "
" :g ~
~ ';;;': ~ ~ u ,
'. :s' ~ ~i " 4 ! ,
0
" ~j I 'c " ,
"' ,
, :..:::' " ~ , ,
I 51 ;(i :; " ,
6:: c. c , I
~I' , ,
"I 1 1
:1i
'"
<
~
2
..
.'
g-~
''51
~I
~I
.S!
"5
.~
o
.
.,
i
, I
1
I i
I 1
0 " 0 " W" ,
" "" ~ 1:]: ~ ,
, '3 0 ~I
ch '0 ~
" ~i " d
"
~ 2-1 :::,~ - ~
01
"!I "-'I? r;-:
~ ~!.t' 1 "
"
t::1 I ~ "!
"! I 13.3 ", "
'^
- I ri1
,
1
i .1;
, ;::
, ?,
I
~
I
, I
i
, i
,
1
~f-;; ~+;..
e<:;;: i 2:. ~ ~
::: Z ';:: E E:2
V1 5 g) ~ ~
'C c'::: <.
.;:! ..:::s..:::s;;
J. ~'~g
~2~
:]
.Jig- ~
~
!
, , "@
: , S
'"
.
i .
, , .t
<
1 ;;
, .
::;
I ~
, I is
f
'"
~
<i
~
~
I
o
o
o
,;
~
c C Z
o " 0
~I ~ en
. .",
~ :: ;:::
..:::s..:::s :::
.....,?, '?-.
i 00;1.... 0
-51-8 u
~!~ ~
r/'j:::J: _
1'- ~
~ ~
~
z
o
en
"'
~
o
u
~
Ii:
=
o
:~
.
e
.s
i;:
~
QI
"' i I I
!
.., [- II I
c-J CJ '~) .., L-
1.1-'- ,,- I
(U C) .,..... .., J
,,- Cl 0 L_
.9"f~ :E ! J I
L'-
ill OJ .., I
F ('J) I
iii...D (IJ :E .111]' i Ii Ii f"
~~ E [L
(1) OJ '"
U C) 1 I
c OJ .., i ,___u_!,~
,"0
0) II "I III
<( '" ) , I!
I - ! i
Z , 11'--
0 -: ' - I
. g
"
> ~
'~ 0
~ ,
~ '.
;j
"'
~
9-
,JZ
C) "
"'"
~ a
c '"
I,;.; :;.
:I: ::;
~ .~
z ;
.., 0
, "
Z ..=
::5 .f
'JJ \.,
-~
:; -:
~
;; ;j
,,;
~
;:, ;j
z
CJ
'.f'J
.-
V
[\J
:-;
[\J
c..,
...
~
~J
~!
,
~I ! , c
'~i ~
.s ~I ~
:J! ,
'- ~ "
" 31 ~
~ ~'I -
f-
!. "
-
- , ,-
~i -
~ ~
:E ':1
~
"
--I
~i
~' ;':
@;
',!i
~~!
};i
1
I
:~'~I
;1
"I
I
,
!
I
I
I
I
I
I
~
:;i
z
o
:; ~
>
;; ~
~;
f-
Z
~,
:::
;:
o
t:
~
~
~
~
tl~'
;"::'''''
_1"-
2::::
':=::1::
,-' ...
.....:....
~,
-'"
s!
-'
o
.
~I
'7.:'1
~
E.I I
~I -
i'! " 'I c:
_ 0 '~
il:E ;::::: - -'
":I~ ~i ~
11: ,~: ~ 'l
-' :;1
32' "' ~,
- ;::1
- "" "" ~
;/ 51
-
,
,
. -I
"I"'
;; ...
71"'
~I'~,'
:~ ~
::; ....
, I~
;:::,i-<,;
~i~
-'I'~,
-: .....
~
"
"
" '"
~
- $1
"
} ,
I"'
~
I~
I;::
:.0.:1
z:
~'
~
~
;2
o
::::
~
"
'"
i::
"
.:::
~
~-
= ....:
:: ;<<
::: t:
,~ Flj
- ~,
l'
'f - ,
::
"
.:;
~ .
- ~ .2i ,-
~ ~
- :li ~
t. ::
~! t,
r'- ~
" .
~i fIl
~ m
1
1--
~ ~.~i
22:C;
:::::,':::';:';'
;"'I~;Q
"','I~ 0'
... -~!
5;'; c..i
~I~
_iO::
;.o.::i-:..:
z:~
z
12
'g'
2
:3
~
>'
~
,
;; ::: ? 0 ::> ::
~. ~: ~.~ ~
m
~~:~~' I~i~ ~
-101"" 0," 0
~inu~ ~
~1]!~I~i~,I~ ~
Z' 1-.1-;;:";:: O:;.r:: 10,;
~!! P ~!~ ~
z :: ~ 3
"'
17
~
I~!
7.
SI
~!
l;:Ii
o
o
o
o
o
N
M
.,
o
7-
w
..
'"
G:
~ :::
~ 2
-'
.-,:
c-
o
c-
-g-
:~
"
.
.;;
~
"d
.~
"
~
f
'T
~
Q
Z
~
'""
~
:::