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Agenda 05/12/2009 Item #16F 5
Agenda Item ~Jo. 16F5 May 12, 2009 Page 1 of 25 EXECUTIVE SUMMARY Review of Quarterly report ou the tourism industry activities in Collier County OBJECTIVE: Review a report on tOUlism activities on behalf of Collier County by the Tourism Department and the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB). CONSIDERATIONS: Tourism is Collier County's largest private sector industry and employs nearly 34,000 residents with an annual payroll of nearly $900 million. The Tourism Department administers the Tourist Development Council (TDC) and markets the area as the Paradise Coast through the Naples, Marco Island, Evcrglades Convention and Visitors Bureau (CVB). This organization was designated as the oniciaI tourism promotion agency for Collier County in January 2002 by the Board of County Commissioners (BCC). The BCC has requested periodic updates of the tourism promotion efforts of the CVE. The attached presentation outlines the activities of the CVB and the tourism department since the last update in November, 2008 and encompasscs rcsults for January through March 2009. Highlights of the qumierly rcsults indicate a decrcase of total visitors of 6.6% and a corresponding decrease in visitor expcnditures of 11.8%. Tourist Tax revenue for FY 09 is down 12.4% compm-ed to the same six month period last year. Most of thesc dccreases are due to the sharp increase in corporate mceting cancellations both here and nationwide. In anticipation of this economic slowdown we have made somc dramatic changes in oLlr promotion strategy to potential leisure travelers. We intensified our International promotion last Jall, delivercd an unprecedented flrst qUaJ1er 2009 campaign dirccted toward the NOliheast and Midwest mm-kets and began our instate campaign nearly 6 weeks earlier than previous years. These stratcgic moves have shown some good results in leisure travclcr visitation including an increase of 13.5% in Florida resident visitors and a 4.6% increase in International visitors to our area during J anuary- March 2009. Our tourism research furthcr indicates that 78.5% of our visitors are highly satisfied with their vacation experience here and over 54% plan to return next year. Over 36% of our visitors this past quarter repolied that this was their first visit to Flol-ida. Relaxing and the beach are the top two visitor activities, followed by dining and shopping as the most popular activities enjoyed by our visitors. Our annual Conversion Study indicates that evcry dollar invested in advertising and promotion of Collier County as a tourist destination resLllts in $20.87 in direct visitor spending. Further, each Collier COUllty household saves $649 in taxes :18 a benefit of visitor spending in our community. COUNTY ATTORNEY FINDING: This item has been rcviewed by the County Attorney's Office and does not present allY legal issues. ~ CMG ~- FISCAL IMPACT: None. GROWTH MANAGEMENT IMPACT: None. ,t\g:::xida Item No. 'j 6F5 May 12, 2009 Pa~jf; 2 of 25 RECOMMENDA TION: Review of quarterly report on tourism industry activities in Collier County. No fmihcr action is necessary. PREPARED BY: Jack Wert, Tourism Director Page 1 0 f 1 Agenda item No. 16F5 May 12, 2009 Page 3 of 25 COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS Item Number: Item Summary: 16F5 Review the first quarter calendar year 2009 report on tourism activities on behalf of Collier County by the Tourism Department and the Naples, Marco Island, Everglades Convention & Visitors Bureau. Meeting Date: 5/12/2009900,00 AM Prepared O}' Jack Wert Tourism Director Date County Manager's Office Tourism 4/29/20092:22:13 PM Approved By Colleen Greene County Attorney Assistant County Attorner County Attorney Office Date 4f29/2009 2:57 PM Approved By Jack Wert Tourism Director Date County Manager's Omce Tourism 4f30f200910:13 AM Approved By Jeff Klatzkow County Attorney County Attorney County Attorney Omee Date 4!30/2009 4 :22 PM Approved By Mar" Isackson 8udget Analyst Date County Manager's Office Office of M;,;n;Jgement ,r;, Budget 5/112009 9:06 AM \.ppro\'ed By Leo E. Ochs, Jr. Deputy County Manager Date BOard of County County Manager's Office Sf2/2009 11 :32 AM Commissioners fi!c' ii. ,'\ ~,'~'n(h 'IL'::.;1 F '\norl I 1(; _r\;: \'1 (,')(' ! "l Cf,I()?O(lq 1 (, Ofl'!(l( '(."..; \"';l'~,rr(lc 'I ),\ (; I 'I>J [-):\', I 6 ')'(,IOOII'! .c >'~ ....ta c cu ::I ~ o GJ u~ I.. E G) .A 1- V~ I- I.. ::I o I-- - 'l- '-' " L'J(J)LD; (~ ;; LL O"L:..., ." ~g~ ";: . 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