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Lee County Visitor & Convention Bureau

Lee County Visitor & Convention Bureau. NOVEMBER 3, 2009. Lee County Visitor & Convention Bureau. Departmental Introduction. Board of County Commissioners. County Manager. ADVISORY. Visitor & Convention Bureau. Tourist Development Council (TDC). Executive Director.

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Lee County Visitor & Convention Bureau

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  1. Lee County Visitor & Convention Bureau NOVEMBER 3, 2009

  2. Lee County Visitor & Convention Bureau Departmental Introduction

  3. Board of County Commissioners County Manager ADVISORY Visitor & Convention Bureau Tourist Development Council (TDC)

  4. Executive Director Lee County Visitor & Convention Bureau *AS OF NOVEMBER 3, 2009 Office Manager BVK Ad Agency Office Assist / Receptionist Admin Assist: Sales Admin Assist: Communications Phase V Fulfillment Sales Manager Marketing Integrator Communications Manager Deputy Director Contract: Germany & UK Contract: Florida Travel Marketing Coordinator: Tourism Sales Coordinator: Communications Coordinator: Communications Contract: Van Scoyoc & Fumero Contract: DPA Research Contract: Washington, DC Contract: Midwest Contract: France Fiscal Officer Program Manager Visitor Services Prog Manager Tourism Sales Manager: Tour Operator Tourism Sales Manager: Southeast Tourism Sales Manager : Retail/Cons. Tourism Sales Manager Coordinator: Inside Sales Account Clerk Tourism Education Manager Coordinator: Volunteers Coordinator: Volunteers

  5. Tourist Development Council (TDC) CHAIR APPT’D BY BoCC CHAIR ELECTED OFFICIAL ELECTED OFFICIAL TOURIST INDUSTRY TOURIST INDUSTRY TOURIST INDUSTRY TOURIST INDUSTRY TOURIST INDUSTRY TOURIST INDUSTRY

  6. Allocation of Tourist Development Tax (As of 12/09/08; adopted 01/13/09) Stadium 20% Advertising & Promotion 53.6% Beach & Shoreline 26.4%

  7. Mission Statement • The VCB serves the broader interests of the economy of Lee County by acting as an industry leader to • market the entire area globally • facilitate travel to the area and • preserve and protect the area’s unique attributes for the continual benefit of its residents and the travel and tourism industry.

  8. Major Core Programs & Services • Promotions & advertising of destination to stabilize the tourist-related economy of Lee County on a year-round basis

  9. Major Core Programs & Services • Arts & Attractions Marketing Program

  10. Major Core Programs & Services • Beach and Shoreline Program

  11. Lee County Visitor & Convention Bureau Five Year History

  12. Bed Tax Revenues FY2006-2010+ ALLOCATION ESTIMATED PROJECTED YTD $20,984,164 13.4% STADIUM FUNDS SPORTS AUTHORITY ARTS/ATTRACTIONS 20.0% 33.0% BEACH & SHORELINE PROGRAM 26.4% VCB OPERATIONS ADVERTISING PROMOTIONS 53.6% 53.6% Tourist Development Tax increased from 3% to 5% on Jan 1, 2006 A change in the Tourist Development Tax allocation was adopted Jan 13, 2009

  13. Bureau Funding BudgetFY2006-2010 2.6% MARKET RESEARCH 6.5% 1.6% 14.3% 6.7% ADMINISTRATIVE 15.7% PERSONNEL ADVERTISING / PROMOTIONS 76.6% 75.9%

  14. Major Core ProgramsFY2006-2010 ADVERTISING CO-OP SALES CO-OP EVENTS MARKETING

  15. Arts & Attraction Funding Budget FY2006-2010 HARBORSIDE EVENT CENTER 15.4% 15.4% EDISON-FORD WINTER ESTATES 15.4% 15.4% SW FL COMMUNITY FOUNDATION 69.2% 69.2%

  16. Beach & Shoreline ProjectsFY2006-2010 CAPITAL PROJECTS OTHER PROJECTS MAINTENANCE PROJECTS BEACH RENOURISHMENT PROJECT MANAGEMENT

  17. Lee County Visitor & Convention Bureau Where are we today?

  18. Budget BreakdownFY 2009-10

  19. How do Lee VCB expenditure allocations compare to other bureaus of comparable size? MARKET RESEARCH - 2.6% MARKET RESEARCH – N/A (NO BREAKOUT AVAILABLE) ADMIN 6.5% ADMIN 10.9% PERSONNEL 14.3% PERSONNEL 37.0% ADVERTISING & PROMOTION 76.6% ADVERTISING & PROMOTION 52.1% FY 2009-10 OTHER (AVERAGE OF BUREAU BUDGETS WHICH EXCEED $10 MILLION/YEAR – SOURCE: DMAI, 2007)) LEE VCB

  20. Tourism’s Annual Economic Impacton Lee County $2.9 billion =

  21. Tourism’s Annual Economic Impacton Lee County $70 spent by visitors = BEDTAX $1 =

  22. Tourism’s Annual Economic Impacton Lee County Nearly ¼ of Lee County employment (43,944 jobs) is in tourism Without tourism, number of unemployed residents would roughly equal population of Bonita Springs

  23. Tourism’s Annual Economic Impacton Lee County

  24. Lee County Visitor & Convention Bureau A Challenging Marketplace

  25. National Considerations SOURCE: U.S. DEPARTMENT OF LABOR

  26. National Considerations SOURCE: U.S. TRAVEL ASSOCIATION (USTA)

  27. National Hospitality Forecast Largest annual decline since 1932 SOURCE: PKF-HR

  28. Local ConsiderationsIMPACT OF ROOM INVENTORY INCREASE Estimated 598,800 available room nights will be added in Lee County by end of 2009. Requires an estimated 5% increase in visitation from FY 2009 to FY 2010 to maintain current occupancy rate. If visitation level remains the same, occupancy rate will drop from 52% to 47%*. OR *Assumes new inventory will be incremental to the inventory currently available.

  29. Breakdown of Hotel/Motel/Resort CategoryCoastal vs. Inland Properties – 2008 vs 2009 2008 2009 2008 2009 2008 2009 SOURCE: SMITH TRAVEL RESEARCH (STR REPORT)

  30. Current Accommodations BreakdownAugust 2008 vs August 2009 2008 2009 2008 2009 2008 2009 SOURCE: AUGUST ’09 - DPA MONTHLY RESEARCH REPORT

  31. Lee County Visitor & Convention Bureau Good News!

  32. Lee County Proprietary Information

  33. Year to Date (Oct-August 2009) ▲ 2% ▲ 0.2% ▲ 1% ▼13% ▲ 3% ▼13% ▲ 4%

  34. FY YTD Performance IndicatorsTourist Tax Revenue - In Millions $23.6 $23.1 + SEPT + SEPT

  35. FY YTD Performance IndicatorsTourist Tax Revenue – Percentage Change LEE OUTPERFORMS REST OF STATE +1.1 0% -2.7 -1.8 -5.0 -5.3 -8.5 -9.0 -10% -10.0 -11.1 -13.5 -16.2 -20% -30% Percentage Change: Lee Range of Percentage Change: Broward; Collier; Duval; Hillsborough; Miami-Dade; Orange; Osceola; Palm Beach; Pinellas; Volusia

  36. Lee County Visitor & Convention Bureau Where are we going? A New Paradigm

  37. Overall Business Goal • Maintain Lee County Bed Tax Collections at FY08-09 projected level for FY09-10 by increasing Room Night Revenues in Paid Accommodations

  38. The Visitor Funnel FL residents Other US States Outside the US % of Florida Visitors to Lee County % of Visitors in Lee County Paid Accommodations (LCPA)

  39. Lee County Visitor & Convention Bureau 2009-2010Marketing PlanFramework

  40. BUSINESS GOAL Maintain Lee County Bed Tax Collections at Projected 2009 Level by Increasing Room Night Revenues in Paid Accommodations BUSINESS OBJECTIVES Increase Out-of-State Visitation of 2009 Projected Levels by 1.2% Maintain In-State Visitation at Projected 2009 YOY Levels Maintain International Visitation at Projected 2009 YOY Levels Increase Length-of-Stay of 2009 Projected Levels by 1% MARCOM STRATEGIES Acquisition Retention Product Development Industry Support / Professional Development MARCOM TACTICS Brand Awareness / Engagement / Buzz Brand Evangelists Growth in Lee Co. Share of Visitors Staying in Paid Accom. Growth in Lee Co. Share of Passengers Arriving at RSW Conversion of VFR to Paid Accommo-dations VCB Past Customers Friends & Family Past Guests Infrastructure / Support Funding Programs Booking Engine / Packaging Partnerships & Professional Development Leadership & Empowerment Foster & Reward Customer Service MARCOM ACTIONS

  41. Lee County Visitor & Convention Bureau Tactics

  42. Acquisition of New Visitors • Brand Awareness/Engagement/Buzz • Growth in Lee County Share of Visitors Staying in Paid Accommodations • Growth in Lee County Share of Visitors Arriving at RSW • Convert VFRs to Paid Accommodations

  43. Critical Shift Passengers arriving at RSW who are not already staying in Lee County Those staying with friends and relatives Tighter focus on core markets

  44. Bed Tax RevenuesTHREE-YEAR PROJECTION + ALLOCATION PROJECTED PROJECTED PROJECTED + 2% + 2% 20.0% STADIUM FUNDS SPORTS AUTHORITY ARTS/ATTRACTIONS 20.0% 20.0% 26.4% BEACH & SHORELINE PROGRAM 26.4% 26.4% 53.6% 53.6% VCB OPERATIONS ADVERTISING PROMOTIONS 53.6%

  45. Options to Reduce or Enhance ProgramsBased on Available Revenues

  46. Action Requested of Board Lee County Visitor & Convention Bureau NOVEMBER 3, 2009

  47. Action Requested • Consensus on Strategic Plan • Continued support and advocacy of Tourism • Continued inclusion on discussion of Tourism Infrastructure • Continued assistance in protecting Tourism Revenues

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