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TDC Back Documents 10/23/2024 E2024-2025 Supplemental Marketing Funding Request Presented October 23, 2024 Our Why The Value of Collier County Tourism $48M Tourist Development Tax (TDT) Collections $1,525 Resident Tax Savings 28,000+ Local Tourism Jobs $3.6 B Economic Impact Sustains Nature and Wildlife Habitats Drives Business, Resident, and Cultural Growth Supports Beach, Culture, Recreation, Community, Environment Projects Strengthens Global Reputation as Premier Tourism Destination $12.2M TDT Collections in Reserve Current State of Collier County Tourism Leisure Hotel OCC Decline New CVB Leadership Fresh Outlooks Group Business Reliance Comp Sets Tapping into Reserves Early 1,000 New Rooms Tourism Jobs Fluctuation Last Place Rank Flat ADR & Economic Impact Tax Savings Growth Uncertainty 4 Leisure & Group Hotel Analysis Fortunately, in these uncertain times, Group & Meetings Business is sustaining our occupancy levels. 5 Leisure Hotel Occupancy Leisure & Group Hotel Occupancy Tourism Impact Timeline & Trends Note: Spending, Economic Impact, and Visitation data for FY19-21 has been estimated by Downs & St. Germain Research based on available data from the prior research vendor.6 Strength of Competition 7 *These DMOs are funded from Tourist Development Taxes along with funding from a Tourist Improvement District (TID) and member ship fees.Advertising expenses are based on only the TDT funded portion - the TID funds must be spent on marketing. **Space Coast Advertising/Promotion total budget is $13.385M Source: Collier County Chapter, FRLA , State of Florida Department of Revenue (2024), Space Coast Office of Tourism DMO Name & Visitor Tax %County Total TDT Collected FY 2023 Advertising Percent TDT Spent on Advertising Travel Staff FTE Amelia Island CVB (5%)Nassau $11,435,000 $3,800,000 33.2%$2,160,000 13 Bradenton Area CVB (5%)Manatee $30,354,740 $3,731,946 12.3%$286,206 N/A Florida Keys TDC (5%)Monroe $61,478,869 $11,935,279 19.4%$1,010,000 8 Fort Myers/Sanibel (5%)Lee $36,500,000 $14,300,000 39.2%$297,450 33 Naples, Marco Island, Everglades CVB (5%)Collier $44,000,000 $6,000,000 13.6%$133,000 9 Brevard County/Space Coast (5%)Brevard $25,000,000 $2,800,000**11.2%$32,000 16 The Palm Beaches* (6%)Palm Beach $31,000,000 $10,230,000 33.0%$150,000 50 Visit Sarasota (6%)Sarasota $49,996,721 $5,871,100 11.7%N/A 14 Visit Tampa Bay* (6%)Hillsborough $42,100,000 $8,900,000 21.2%$1,000,000 41 Sustainable Tourism Catalysts 10/15/24: Visit Florida’s plans to help tourism rebound from the hurricane comes as it seeks $100 million in funding from the state legislature, up from its current allocation of $80 million. 30% is spent on marketing the destination, 24% is spent on beach nourishment projects, and the remaining is split between funds for a sports stadium, an aquatic nature center, beach maintenance, and art programs that are drivers of tourism. 8 Supplemental Marketing Plan Focus Areas 9 Leisure Audience Marketing ●Increase Current Market Presence ●Travel Trade Strategic Partnerships and Missions ●Compete Stronger with Competitive Destinations ○Stronger Presence in Feeder Markets ○Expand Summer, Winter Markets ○Paid Partner Co-ops with Solid ROI, ROAS, and EI Expanded Marketing ●Bolster Paid Advertising Media Plan ●Amplify Partnerships ●Enhance Social Media Content & Online Presence ●International Public Relations Supplemental Marketing Plan Focus Areas 10 Groups & Meetings Sales Efforts ●Amplified Group, Meeting, and Trade Show Partnerships and Marketing ●Travel Trade Strategic Partnerships and Missions ●Enhance Wedding Marketing Partnerships Additional Research, Data and Insights ●Market Perception Study ●Additional Focus Group Studies ●Market Development Study ●Resident Lifestyle Study Supplemental Marketing Plan Budget Request 11 Consumer and Target Market Expansion -Stronger market presence in current feeder markets -Expand into opportunity markets during summer, spring and winter seasons -Partner co-op opportunities $3,100,000 Diversified Marketing Opportunities -Enhance paid advertising and partnerships -Enhance social media presence -International public relations $1,038,000 Strengthen Sales Efforts -Group sales, trade shows, partnerships and marketing -Leisure travel trade strategic partnerships and missions, and market expansion $835,500 Additional Research, Data and Insights $94,000 INVESTMENT $5,067,500 Inflation * Red Tide * COVID * Inflation * Inventory * Hurricanes * Red Tide Hurricanes * Red Tide * COVID * Inflation * Inventory * Hurricanes * Inventory COVID es * Red Tide * COVID * Inflation * Inventory * Hurricanes * Red Tide Hurricanes * Red Tide * COVID * Inflation * Inventory * Hurricanes * Inflation Inventories * Red Tide * COVID * Inflation * Inventory * Hurricanes * COVID Hurricanes * Red Tide * COVID * Inflation * Inventory * Hurricanes * Red Tide Hurricanes * Red Tide * COVID * Inflation * Inventory * Hurri Hurricanes COVID Red Tide * COVID * Inflation * Inventory * Hurricanes * InventoryHurricanes * Red Tide * COVID * Inflation * Inventory * Hurricanes * Red Tide Hurricanes * Red Tide * COVID * Inflation * Inventory * Hurricanes * Red Tide Fighting The Odds to Save What’s at Stake 12 Visitation & Economic Impact Jobs & Employment Resident Tax Savings & Growth Community Health & Vibrancy Sustainable Business Growth Hurricanes * Red Tide * COVID * Inflation * Inventory *Hurricanes Our Why Strength of Competition 7 *These DMOs are funded from Tourist Development Taxes along with funding from a Tourist Improvement District (TID) and membership fees.Advertising expenses are based on only the TDT funded portion - the TID funds must be spent on marketing. **Space Coast Advertising/Promotion total budget is $13.385M Source: Collier County Chapter, FRLA , State of Florida Department of Revenue (2024), Space Coast Office of Tourism Staff FTETravel Percent TDT Spent on Advertising Advertising Total TDT Collected FY 2023 CountyDMO Name & Visitor Tax % 13$2,160,00033.2%$3,800,000$11,435,000NassauAmelia Island CVB (5%) N/A$286,20612.3%$3,731,946$30,354,740ManateeBradenton Area CVB (5%) 8$1,010,00019.4%$11,935,279$61,478,869MonroeFlorida Keys TDC (5%) 33$297,45039.2%$14,300,000$36,500,000LeeFort Myers/Sanibel (5%) 9$133,00013.6%$6,000,000$44,000,000CollierNaples, Marco Island, Everglades CVB (5%) 16$32,00011.2%$2,800,000**$25,000,000BrevardBrevard County/Space Coast (5%) 50$150,00033.0%$10,230,000$31,000,000Palm BeachThe Palm Beaches* (6%) 14N/A11.7%$5,871,100$49,996,721SarasotaVisit Sarasota (6%) 41$1,000,00021.2%$8,900,000$42,100,000HillsboroughVisit Tampa Bay* (6%)