tourist development council

Naples, Marco Island, EvergladesConvention and Visitors Bureau


Tourist Development CouncilMarch 26, 2007

Tourist Development CouncilMarch 26, 2007

March 26, 2007 Staff Report Presentations VIII -2 1 of 41



STAFF REPORTSMarch 26, 2007

STAFF REPORTSMarch 26, 2007




Director’s ReportMarch 26, 2007

Director’s ReportMarch 26, 2007


TOURIST TAX COLLECTIONSTOURIST TAX COLLECTIONS•• February (January Stays)February (January Stays)

–– Actual Feb 07 vs. Feb 06: +5.8%Actual Feb 07 vs. Feb 06: +5.8%–– Projected vs. Actual February +.6%Projected vs. Actual February +.6%–– FY 07 (OctFY 07 (Oct--Feb.) 5 Months + 6.7%Feb.) 5 Months + 6.7%

Director’s ReportDirectorDirector’’s Reports Report


TOURIST TAX COLLECTIONS 99-07TOURIST TAX COLLECTIONS 99TOURIST TAX COLLECTIONS 99--0707

Jan Feb Mar Apr May Jun

1999 $640,480 $1,267,608 $1,306,337 $1,371,476 $784,828 $488,060

2000 $700,014 $1,238,022 $1,410,142 $1,465,756 $855,005 $521,455

2001 $729,455 $1,392,218 $1,484,889 $1,560,447 $889,288 $553,759

2002 $583,811 $1,227,724 $1,413,825 $1,533,979 $821,961 $494,400

2003 $597,396 $1,138,004 $1,356,372 $1,480,581 $873,340 $553,456

2004 $689,388 $1,204,591 $1,674,850 $1,688,035 $1,018,887 $588,052

2005 $839,654 $1,400,804 $1,657,258 $2,015,875 $997,580 $661,153

2006 $1,058,211 $1,735,579 $2,241,964 $2,441,129 $1,500,894 $954,244

2007 $1,056,702 $1,835,999

Projected 2007 $1,009,100 $1,825,100 $2,254,900 $2,472,500 $1,400,800 $870,400


Director’s ActivitiesDirectorDirector’’s Activitiess Activities

•• Destinations ShowcaseDestinations Showcase-- DCDC-- Natl. PlannersNatl. Planners•• Meeting Planner Focus GroupsMeeting Planner Focus Groups-- DCDC•• Brussels Travel Agent WorkshopBrussels Travel Agent Workshop•• ITBITB-- Berlin Tour Operator ShowBerlin Tour Operator Show•• Visit Florida Board, Committees & Visit Florida Board, Committees &

Commission MeetingsCommission Meetings-- TallahasseeTallahassee•• Legislator MeetingsLegislator Meetings-- TallahasseeTallahassee




Smith Travel ResearchSmith Travel Research




Search Engine MarketingSales & Marketing Technologies

Search Engine MarketingSales & Marketing Technologies


Web Site Trends

December January February

Page Views 237,603 367,112 328,680

Sessions 74,245 94,903 85,457

Contacts 16 42 34

Marketing Services Performed

* Tracked and analyzed site traffic statistics to determine course of action

* Tracked and adjusted Overture and Google Adwords PPC accounts

* Resubmitted site to search engines and directories listed below

* Made site recommendations

* Generated report to summarize stats and recommendations

Search Engine Submissions

4-everY-1 Cache Directory Directory-Free Directory-Global

Dir-submission.com Elite Suite Fabarooni.com Google

Inmeresolutions Monkey Directory MSN Yahoo


Google Pay Per Click Review

Spending Clicks CP Click CP Lead Convs

February $140.00 903 $0.16 $4.38 32

January $155.05 1,050 $0.15 $3.45 45

December $155.02 1,019 $0.15 $4.56 34

Yahoo! Search Marketing Pay Per Click Review

Spending Clicks CP Click CP Lead Convs

February $141.84 821 $0.17 $7.47 19

January $153.83 977 $0.16 $7.33 21

December $111.46 685 $0.16 $6.56 17




Visitor Guide DistributionMiles Media Group

Visitor Guide DistributionMiles Media Group


Visitor Guide Distribution Statistics

2004 2005 2006

Visitor Guide Requests from Advertising /Calls 51661 56088 67801

Visitor Guide Requests from Web 4977 21814 31354

Visitor Guide Bulk Distribution* 2380 21369 20918

Total Number of Visitor Guides Distributed 59018 99271 120073




Golf ActivityGolfPac, Inc.

Golf ActivityGolfPac, Inc.


Golf Promotion ActivitiesGolf Promotion ActivitiesGolf Promotion Activities

••

Reservations PendingReservations Pending

––

CVB LeadCVB Lead

11

$2,785$2,785

––

InternetInternet

55

$11,694$11,694

••

Reservations History Reservations History ––

3 Months3 Months

––

CVB LeadCVB Lead

192192

$364,999$364,999

––

InternetInternet

292292

$586,867$586,867




Sales & MarketingDebi DeBenedetto

Sales & MarketingDebi DeBenedetto


•• 20 RFP20 RFP’’s sent to hotels since Feb. 11s sent to hotels since Feb. 11–– 3 RFP3 RFP’’s resulted in booked businesss resulted in booked business

•• 1,650 room nights booked 1,650 room nights booked •• $300,000 estimated in business booked$300,000 estimated in business booked

–– Based on $160 ADR plus F&B additional Based on $160 ADR plus F&B additional

February / March Leads Report

February / March Leads February / March Leads ReportReport

Debi DeBenedetto, CHATourism Sales & Marketing Manager

Debi DeBenedetto, CHATourism Sales & Marketing Manager


Projects WorkingProjects WorkingProjects Working

1.1. American Express Summer PromotionAmerican Express Summer Promotion2.2. Values In Paradise (VIP) Summer PromotionValues In Paradise (VIP) Summer Promotion3.3. Tourism Week Luncheon & Awards PlanningTourism Week Luncheon & Awards Planning4.4. Advisory Roundtable planning Advisory Roundtable planning -- April 4April 45. MPI Event Hosting5. MPI Event Hosting6. AAA Florida Brochure Distribution6. AAA Florida Brochure Distribution


Trade Shows & EventsTrade Shows & EventsTrade Shows & Events

•• New York Times Travel ShowNew York Times Travel Show•• New York Live Garden CityNew York Live Garden City•• New York Live TarrytownNew York Live Tarrytown•• Chicago VIP EventChicago VIP Event


Other Sales HighlightsOther Sales HighlightsOther Sales Highlights

•• JetJet--Air participation in Wholesaler brochure destinationAir participation in Wholesaler brochure destination•• Support of future Fastpitch Conference committedSupport of future Fastpitch Conference committed•• Golf Leads Golf Leads –– 1,8741,874-- From Multiple Cities From Multiple Cities •• Golf eGolf e--blast preparationblast preparation•• Florida Humanities Council ConferenceFlorida Humanities Council Conference-- Everglades CityEverglades City•• Travel Agent Promotion PlanningTravel Agent Promotion Planning•• Brochures in Bass Pro ShopsBrochures in Bass Pro Shops




Public RelationsJoNell Modys

Public RelationsJoNell Modys


••

RFP RFP --

Paradise Coast Blueway Web SiteParadise Coast Blueway Web Site••

RFP RFP ––

Tourism PR AgencyTourism PR Agency

••

VISIT FLORIDA Atlanta Media ReceptionVISIT FLORIDA Atlanta Media Reception••

Application for VISIT FLORIDA NYC Food Application for VISIT FLORIDA NYC Food Event April 17Event April 17

PR Activities: Feb –

March 07

PR Activities:PR Activities: Feb Feb ––

March 07March 07


••

Great Towns of America Great Towns of America Guide BookGuide Book

••

The Weather Channel The Weather Channel ––

travelogue featuring the Gulf travelogue featuring the Gulf

Coast EvergladesCoast Everglades

••

Orvis Orvis ––

Books on fly fishing, birding and Books on fly fishing, birding and

lodging/dininglodging/dining

••

Canoe & Kayak magazineCanoe & Kayak magazine

••

Florida Sportsman Magazine Florida Sportsman Magazine ––

fly fishing with the fly fishing with the

Snook FoundationSnook Foundation

••

John Geary John Geary ––

Canadian freelancerCanadian freelancer

Travel Media Travel Media In the Destination:In the Destination:


Coverage Results from Coverage Results from CVBCVB’’ss

Meetings Trade Meetings Trade Press FAM during Florida Encounter:Press FAM during Florida Encounter:

ConventionSouthConventionSouthNaples & Marco Island, Fla. Naples & Marco Island, Fla. ––

‘‘Old FloridaOld Florida’’

Welcomes Welcomes

ReunionsReunions

The Meeting ProfessionalThe Meeting ProfessionalNaples: Behind the Scenes (destination Naples: Behind the Scenes (destination overview)overview)

*we also received coverage in The Meeting Professional*we also received coverage in The Meeting Professional’’s s South Florida article in JanuarySouth Florida article in January

TOP NEWS CLIPSTOP NEWS CLIPS


TOP NEWS CLIPSTOP NEWS CLIPSTOP NEWS CLIPS

Golf Coverage:Golf Coverage:

LinksLinks

magazine magazine ––

Naples, Florida feature Naples, Florida feature ––

CVB CVB provided information to writer Mick Elliot.provided information to writer Mick Elliot.

Going For GolfGoing For Golf

––

UK online golf magazine UK online golf magazine ––

CVB CVB provided updates to writerprovided updates to writer’’s information from s information from FAM four years ago. FAM four years ago.


TOP NEWS CLIPSTOP NEWS CLIPSTOP NEWS CLIPS

MERIANMERIAN

––

German travel magazine/Florida German travel magazine/Florida

Issue Issue ––

from September 06 FAMfrom September 06 FAM

Feature on the Everglades includes story on Feature on the Everglades includes story on FakahatcheeFakahatchee

Strand, local business mentions, Strand, local business mentions,

and some Naples information.and some Naples information.

Interesting Mentions:Interesting Mentions:

Vegetarian Times Vegetarian Times ––

full feature on Corkscrew full feature on Corkscrew

Swamp SanctuarySwamp Sanctuary

Complete Woman Complete Woman --

testimonial from 18 year old testimonial from 18 year old

on her favorite vacation, Naples, Fla. on her favorite vacation, Naples, Fla.


FILM OFFICEMaggie McCarty


PRODUCTIONSPRODUCTIONS

••

The ChildrenThe Children’’s Places Place

••

The Golf ChannelThe Golf Channel

••

CondCondéé

Nast PortfolioNast Portfolio

••

ALEVEALEVE®®

CampaignCampaign

WORKING LEADSWORKING LEADS

11 Active11 Active

including ADR 3 shootsincluding ADR 3 shoots

Film ActivityFilm ActivityFilm Activity


Film ActivityFilm ActivityFilm Activity

TRADESHOWSTRADESHOWSSouth by South West South by South West ––

Official Event Official Event --

Annual Fish Fry Annual Fish Fry

Filmmakers LoungeFilmmakers Lounge

15,000 Registrants

110 Screenings

12 Panels and speakers




Sports Marketing &Collier County Sports Council

Ralph Pryor

Sports Marketing &Collier County Sports Council

Ralph Pryor


Recent & Current Events:Recent & Current Events:••

Florida Sports Foundation/Sunshine State GamesFlorida Sports Foundation/Sunshine State Games••

Adult Flag Football Qualifier Adult Flag Football Qualifier ––

March 3&4March 3&4••

FYSA Region FYSA Region ““CC””

Cup Soccer Quarterfinals Cup Soccer Quarterfinals ––

March 10&11March 10&11••

ISA MenISA Men’’s Softball s Softball --

March 10March 10••

NSA GirlsNSA Girls’’

Fast pitch Softball Fast pitch Softball ––


WSA MenWSA Men’’s Softball s Softball ––

March 24 March 24

Sports MarketingSports MarketingSports Marketing

Ralph PryorRalph Pryor


Upcoming Events:Upcoming Events:

••

FLW Outdoors Fishing Tournament FLW Outdoors Fishing Tournament ––

SeptemberSeptember

••

US Pro Wakeboard Water Skiing US Pro Wakeboard Water Skiing --

NovemberNovember




Meetings:Meetings:••

Sports Council of Collier County Sports Council of Collier County ––

Feb. 27Feb. 27••

Florida State Soccer Association Florida State Soccer Association ––


Florida Sports Foundation Florida Sports Foundation ––

March 23&24March 23&24

Upcoming Tradeshows:Upcoming Tradeshows:••

National Association of Sports CommissionsNational Association of Sports CommissionsSports Event Symposium, Dallas ,Apr. 17Sports Event Symposium, Dallas ,Apr. 17--2020






Inquiry ReportsGinny DeMas, Phase V

Inquiry ReportsGinny DeMas, Phase V


Inquiries -

Leading 6 StatesInquiries Inquiries --

Leading 6 StatesLeading 6 States

••

FloridaFlorida

••

PennsylvaniaPennsylvania

••

New YorkNew York

••

OhioOhio

••

IllinoisIllinois

••

TexasTexas


Inquiries -

Leading 4 Countries

Inquiries Inquiries --

Leading 4 Leading 4 CountriesCountries

••

USAUSA

••

EnglandEngland

••

CanadaCanada

••

GermanyGermany


0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Total Views 2006Total Views 2007Unique Visitors 2006Unique Visitors 2007


January 2007 CVB StatisticsJanuary 2007 CVB StatisticsJanuary 2007 CVB Statistics

••

Special MailingsSpecial Mailings

1,8121,812

••

RSW Visitor Centers RSW Visitor Centers --

VGVG’’ss

5,0005,000

••

Hotel AccommodationsHotel Accommodations

1313




Questions?Questions?


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