Bradenton Area Convention & Visitors Bureau

Budget Presentation 2014 & 2015

DMAI Accreditation

Accredited in 2011

by Destination Marketing Association

International Only 153 CVB’s world-wide are accredited.

What is our role in the

community?

Drive new dollars into our community through visitation on a

year-round basis

What is our role in the

community?

Drive new dollars into our community through visitation on a

year-round basis

How We Achieve this • Creating awareness in the marketplace of the

assets in our county, without directly marketing individual businesses.

• Managing the Bradenton Area Convention Center & Powel Crosley Estate.

How We Achieve This

• Partnering with the local Chambers of Commerce, as they act as our official visitor centers.

• Partnering with Visit Sarasota in order to promote our region, mainly on our international initiatives and sports segment.

How We Achieve This

• Partnering with the Sarasota Bradenton Int’l. Airport, focusing on the non-stop cities and the international markets.

• Partnering with the Bradenton Area EDC on-going collaboration on our travel schedules to make sales calls and target public relations initiatives.

How We Achieve This

• Serving the community through balanced business recommendations/initiatives that will ultimately improve the quality of life in our county.

Does the Visitor Bring Value to our Community?

• Domestic visitors spend $87.72 per day and

$605.29 per visit • International visitors spend $95.40 per day

and $858.57 per visit

FY2014 & FY2015 Marketing Budget Overview

FY2014 FY2015 Online Marketing $ 700,160 $ 654,412 TV, Radio, Out of Home 223,500 248,500 Print Media 314,505 338,005 Community Partnerships 200,450 200,450 Travel/Trade Shows & Missions 69,728 73,500 UK Marketplace 173,493 173,493 Central European Marketplace 154,463 154,463 Production Services 1,072,786 1,070,046 Sports Marketing/Rowing 350,000 350,000 Enhanced Beach Maintenance 40,000 40,000

Total Core Marketing Plan $3,299,085 $3,302,869 Total Desired Unit Request $ 621,935 $ 666,935 Total Proposed Marketing Plan $3,921,020 * $3,969,804* *including Desired Units

Accounting Team

Eva Galler Sr. Fiscal Analyst 23 years exp.

Melinda McGann Fiscal Specialist 24 years exp.

Market Segments

1. Leisure Market

2. Sports Market

3. Film Commission

16 permits issued in 2012

Niche Markets

Niche Markets 1. Culinary 2. Agriculture 3. Arts & Culture 4. Eco-Tourism/Nature

Why focus on these markets? 1. Diversifies our product 2. Cross promotion 3. Trends 4. Add to length of stay 5. Expands public relations coverage

Desired Unit Request: $50,000 to enhance niche market awareness.

Top Feeder Markets Domestic Feeder Market Cities

2013 ranking 2012 ranking 1. Tampa / St. Petersburg 2 2. New York 1 3. Greater Orlando Area 3 4. Chicago 7 5. Boston 5 6. Philadelphia 4 7. Pittsburgh - 8. Atlanta 8 9. Washington DC 9 10. Detroit -

New Market Focus • Texas Market

– Plant a seed and develop public relations initiative/promotions at a Desired Unit Request of an additional $25,000.

– If SRQ procures a Texas non-stop flight; we should enhance our initiative and develop a marketing program in that market.

International Feeder Markets

1. UK 2. Germany 3. Canada

4) Scandinavia & Switzerland 5) South America/Brazil - PR: small leisure market for us now

- Sports segment: evaluating sports venues

Markets of Opportunity

Marketing Team

Debbie Meihls Sr. Marketing Manager Certified Dest. Mktg. Executive 21 years exp.

Michelle Stewart Marketing Specialist 12 years exp.

Sales & Communication Reps

Aimee Blenker Travel Trade & Relations Mgr. Certified Meeting Planner 15 years exp.

Kelly Klotz PR & Social Media Mgr. 3 years exp.

Marketing & Promotions Tactics 101 for Fiscal 2014 & 2015

• Online Marketing – Domestic U.S. 2014 Budget - $700,160

87% of our visitors find our destination on-line Go to: BradentonGulfIslands.com

Marketing and Promotions Tactics 101 For Fiscal 2014 & 2015

TV, Radio, Out of Home • General Radio Spot • Pittsburgh Radio Spot

2014 Budget: $298,500 Big focus on the Tampa / St. Pete market • Partner with Tampa Bay Rays & Tampa Bay Lightning, which

helps us sustain awareness year-round. • Desired Unit Request of $75,000 for Tampa Bay Lightning

initiatives.

TV – Focus on Tampa & Orlando

Top In-State Feeder Markets

• Year round leisure visitation • Targeting corporate business • Destination Weddings

TV – Focus on Tampa & Orlando

Print

• Coastal Living • Southern Living • Florida Trend • CondeNast • Bon Appetit 2014 Budget: $364,505

• David’s Bridal • Alamo Rental Car Book • Travel Inside Ad • Visit Florida Vacation Guide • TB Rays / Pittsburgh

Print – Ad Sample

Community Partnerships

• Chambers of Commerce – official visitor centers • Sarasota-Bradenton International Airport • South Florida Museum – Manatee Program Desired Unit Request: $50,000 to match Federal Aviation Grant Desired Unit Request: $50,000 for Special Event Sponsorships 2014 Budget - $300,450

Film Commission

Film Reps

Debbie Meihls Film Commissioner Certified Dest. Mktg. Executive 21 years exp.

Monica Luff Film Liaison & Exec. Asst. 25 years exp.

Film Commission

• Recent Initiatives • Member of Film Florida • Member of Assn. of Film Commissioners Int’l. (AFCI) - Network with other film commissions at quarterly meetings - Learn Best Practices - Web site awareness - Certifying Film Commission through AFCI

• One-Stop Film Permit Process for county.

Film Commission Time to enhance film segment 1. Create an incentive program for desired film customers (adjacent

counties offer incentives) – Desired Unit Request: $15,000

2. Continue to partner with Sarasota Film Commission at Tradeshows

and film mixers – Desired Unit Request: $15,000

3. Hire a part-time film commissioner, preferably based in Los Angeles

– leverage with Pittsburgh Film Office (sister city relationship) – Desired Unit Request: $30,000

Why We Oversee the Film Commission

• Brand consistency • Special events • Optimizes operation: Creative, Cleanpix, PR, etc. • Create market awareness – with other segments

Travel / Trade Shows & Missions

• We target travel shows to meet with tour operators, travel agents, wholesalers and media.

• These shows allow us to target domestic and international visitors that cater to our shoulder season

2014 Budget - $104,728

Travel / Trade Shows & Missions

Goal: Host 2015 Florida Huddle Travel trade show that brings approximately

500 international tour operators, travel agents and wholesalers to our state.

Desired Unit Requests: $35,000 - 2014 $50,000 - 2015

Other Misc. Trade Shows/Missions

• Corporate Meetings • Pirate Fest Pittsburgh (In-Kind) • Familiarization Tours

– partnering with Visit Sarasota

1. Travel Writers 2. Meeting Planners

International Marketing Plan

Focus:

United Kingdom Central Europe

United Kingdom Public Relations & Trade Representative Gosh PR

• 24 years in the industry • Main Responsibilities: - Handles all UK PR activities - Liaisons with tour operators - Helps facilitate marketing and promotions with tour operators and UK-based airlines 2014 UK Budget : $173,493

Drusilla Bryan

Central European Market Public Relations & Trade Representative Sommers Touristik Marketing & PR • 35 years in the industry • Main Responsibilities: - Handles all Central Europe PR - Liaisons with tour operators - Helps facilitate marketing & promotions with tour operators that are contracted with our accommodations. - German & Swiss Airlines - International Tourism Bourse (ITB) - Assists with Social Media efforts

2014 Central European Budget : $154,463

Vera Sommer

Advertising Agency-North America P.R.

Aqua • 32 years in the industry • Main Responsibilities: - Brand Management - Promotional Support for ads - Creative - Public Relations Dave DiMaggio

Market Research Research Data Services

• 34 years in the industry • Main Responsibilities: - Provides market research data - Summarizes and reports market shifts - Focus Groups Dr. Walter Klages

Social Media Services

Netweave

• 20 years in the industry • Main Responsibilities: - Monitors and develops 13 Social Media platforms on Facebook, twitter, Instagram, Pinterest, Google, Linkedin, and Youtube - Promotions/Sweepstakes - Shoots videos, edits, uploads to social sites

Kevin McNulty

WebSite Web-Master: MMGY “MMGY is the largest and most

integrated travel marketing firm in the world”

Jessica Lampson – Project Manager 5 years in the industry

Fulfillment Services

Phase V • 33 years in the industry • Main Responsibilities: - Visitor Guide fulfillment - Lead reporting (track certain ads) - Handles customer calls, live chat, 24/7 - Crisis communication management

Ginny Demas

Other Services in this Category

1. Software Platforms: Reelscout, IDSS, CleanPix 2. Photographers 3. Destination Guides/Collateral Pieces (Visitors, Bridal, etc.)

4. Telephone, Postage 5. URL’s, Mobile, i-Pad 6. Book Direct

Total 2014 Budget: $1,097,786

Sports Division

• Develop a comprehensive sports guide for our sports commission

• Provide sponsorship dollars to sports venue based on out-of-town impact

• Create awareness of sports venues in the marketplace through marketing and public relations

• Attend sports tradeshows with sales reps from sports venues Desired Unit Request: $125,000 for international marketing and

PR initiative: target one int’l. market that is supported by research and partner with local sports organizations

2014 Budget: $626,935

Additional Beach Clean Up

• November 14th 2012, the Clean Beaches Coalition awarded five “Blue Wave” flags to Manatee County in recognition of our pristine beaches

• Increase in visitors, residents and boaters to our beaches, boat ramps and parks

• We need additional part-time labor to cover 2.6 miles of beaches, including 3 boat ramps and three pocket parks

• Expenditures will be used to hire additional part-time staff to perform the following: – Beach Cleaning, Sand Excavation, Landscape Maintenance, Restroom

Maintenance, Playground Maintenance, Parking Lot Maintenance, Dune Preservation, and Garbage Removal

Desired Unit Request: $40,000

Facilities Operation Bradenton Area Convention Center & Powel Crosley Estate

General Manager Business Manager Operations Manager Sean Walter Anne VanWormer Sable Perrin 23 years exp. 24 years exp. 4 years exp.

Number of Events

2011 2012 2013 (to date)

Convention Center: 123 106 88 (13 months renovation thru 2012) (proj. 130)

Powel Crosley Estate: 127 139 105 (proj. 140)

FY2014 & FY2015 Facilities Expenditures

Budget Overview

FY2014 FY2015 Convention Center/Crosley Operations $1,922,508 $1,922,502

(decrease of approx. 16% from previous year’s actual)

Total Desired Unit Request (Equipment & Promotions) 75,000 75,000 Total Proposed Facilities Budget $1,997,508* $1,997,502* * Including Desired Units

Sales Tactics

• Sales Calls to show promoters currently utilizing other facilities

• Partner with hotel industry through packaging • E-blast monthly newsletter • Social Media: Manage and promote BACVB, BACC and Powel

Crosley websites, Facebook, Twitter and Pinterest. • Handle all RFP’s • Attend and network at hotel sales meetings, corporate shows,

and wedding expos • Conduct FAM tours

Sales Tactics (cont.)

Desired Unit Request: $25,000 to enhance our Sales & Promotions Programs

1. Host meeting planners 2. Chamber events 3. Wedding Shows

Maintain New Look

• Upgrade rental equipment including: - Chairs (charge customer per use) - Tables (charge customer per use) - Pipe & Drape

Desired Unit Request: $50,000

Questions ?

FY2014 & FY2015 Marketing Budget Overview

FY2014 FY2015 Online Marketing $ 700,160 $ 654,412 TV, Radio, Out of Home 223,500 248,500 Print Media 314,505 338,005 Community Partnerships 200,450 200,450 Travel/Trade Shows & Missions 69,728 73,500 UK Marketplace 173,493 173,493 Central European Marketplace 154,463 154,463 Production Services 1,072,786 1,070,046 Sports Marketing/Rowing 350,000 350,000 Enhanced Beach Maintenance 40,000 40,000

Total Core Marketing Plan $3,299,085 $3,302,869 Total Desired Unit Request $ 621,935 $ 666,935 Total Proposed Marketing Plan $3,921,020 * $3,969,804* *including Desired Units

FY2014 & FY2015 Facilities Expenditures

Budget Overview

FY2014 FY2015 Convention Center/Crosley Operations $1,922,508 $1,922,502

(decrease of approx. 16% from previous year’s actual)

Total Desired Unit Request (Equipment & Promotions) 75,000 75,000 Total Proposed Facilities Budget $1,997,508* $1,997,502* * Including Desired Units