Fiscal Year 2017 Annual Report

Transcription

1 Fiscal Year 2017 Annual Report

2 Tourism Figures for FY 2017 The number of visitors staying in paid lodging grew by 4.2% to 1,216,580

3 Overarching Goal Exceeded visitor spending goal of 4% increase with a 6% increase to $1,097,933,900 in direct visitor spending in Sarasota County.

4 GOAL 1: Destination Brand Community Adoption through SarasotaCountyBrandToolKit.com and more!

5 Content Social Media Create highly visual and engaging content Quality over quantity Focus on Video and Photo, in combination with unique website content. 54 videos published 789,860 Video Views on Facebook *Reporting includes inhouse stats only and do not include agency of record social advertising placements. 5.5 Million Social Impressions 150,488 Social Engagements

6 Website Increase traffic Enhance partner presence New design to reflect updated brand. New Customer Relationship Management System: Simpleview. Increase to drive referrals to content and partnership pages. Signature Events component to drive traffic to upcoming local events. Custom landing pages to create easy access to seasonal and timely content, such as the World Rowing Championships.

7 Public Relations FY2017 Highlights Hosted more than 50 media and travel influencers from US, Canada, Germany, and UK 1.7 Billion* media impressions *Siesta Beach Named #1 Beach by TripAdvisor and Dr. Beach resulting in 637M of earned media impressions Wedding Bloggers FAM UK + German joint eco FAM Attended VISIT FLORIDA Media Events in NYC & Berlin; Media missions to DC, NYC and Toronto

8 Media Coverage Highlights

9 Advertising FY2017 Highlights Out-of-Home Philadelphia and Chicago Mirror Cling with companion posters campaign Delivered a total of 11 million impressions. Elevator and lobby screens throughout Chicago and Philadelphia office buildings showcased the VSC TV spot. Delivered 9 million impressions. Broadcast TV Out of state campaigns delivered a total of 656 spots and 30.7 million impressions in the Chicago, Philadelphia, and Toronto DMAs. In state campaigns delivered a total of 1,535 spots and 83.5 million impressions in the Tampa, West Palm Beach, Jacksonville, and Orlando DMAs.

10 Advertising FY2017 Highlights Print Circulation of 8,233,328 million, translating to a total of approximately 22 million impressions Digital Display Delivered a total of 48 million Digital impressions and bringing in Digital 0.24 Display arrivals campaigns per thousand delivered (goal a total of of 48 million 0.15) impressions Brought Averaged in a 0.24 a $16.98 arrivals cost per per thousand engaged (goal of 0.15) visitor (goal of $20)

11 Advertising FY2017 Highlights SEM Delivered a total of 419,515 clicks to the site. Average CPC for the year came in under the benchmark of $1, resulting in $0.81 overall. Gmail Delivered a CTR of 28% with a CPC of $0.61 & 99,711 clicks. TrueView Saw a VTR (View Through Rate) of 30% Average CPV of $0.07. Facebook Engaged in 4,512,133 video views, Resulting in 46,469 clicks to the site.

12 Arrivalist ARRIVALIST HAS MEASURED 10,986 VERIFIED* ARRIVALS FROM OCTOBER 2016 TO SEPTEMBER 2017 Note: Verified Arrivals are a sample of the arrivals from media exposed users.

13 Arrivalist CLEVELAND, OH AND COLUMBUS, OH SHOW GREAT POTENTIAL FOR ARRIVAL GROWTH Average DMA APM: 0.83 Exposures: 143,585 Arrivals: 49 Columbus and Cleveland show tremendous potential for growth. Both have a much higher efficiency rate (APM) than the average DMA.

14 GOAL 2: Destination Development Hired and onboarded Leisure Group Sales Manager Continued promotion of New Meeting Incentive Program Booked 20 groups through it Hosted new groups with multi-year business potential

15 Increase VSC s position as a valuable partner resource 67 different sales co-opportunities provided to partners. Introduced Motorcoach Incentive campaign to increase group nights. Hosted more than 35 buyers in the destination and at partner businesses. Provided 126 qualified business leads to partners. 27 different partners participated in: 7 Tradeshows 3 Sales Missions 3 Mail Campaigns 5 Familiarization Tours

16 Generate more meetings coming to the area 126 leads sent a 3% increase over FY16 44 meetings/groups booked 7,321 room nights generated Estimated $5.6 million economic impact New Meetings Incentive Program responsible for 20 group bookings

17 Continue to establish Sarasota County as the premier wedding & honeymoon location on Florida s Gulf Coast Promoted Destination Weddings at tradeshows and through mail campaigns Enhanced wedding landing page on visitsarasota.org Conducted trainings with travel agents and Kleinfeld Hotel Blocks 262 room nights booked from weddings 31% over goal

18 Showcased Sarasota County to Mature Markets & Introduced Emerging Markets Partnered with America As You Like It to serve as the exclusive WRCH booking agent in the U.K. Reached over 500 German Tour Operators through an online training platform. Met with over 150 international buyers at pre-qualified tradeshow appointments. Generated a 10 page spread in an Argentinian publication through tradeshow efforts. 186,700 International visitors to the destination

19 Sports Tourism FY2017 Highlights Total Events: 152 Total Room Nights: 97,761 Total Economic Impact: $194,505, *Numbers do not include 2017 World Rowing Championships.

20 Increase the Number of Events in July and August by 25% FY2016 Events 10 FY2017 Events 16 Increase of 60%

21 Host a minimum of 3 separate site visits World Sailing Hosting 2018 Conference as a result United States Flag and Touch Football Hosting 2018 National Championships as a result Coaches Choice Spring Training USA Baseball/WBSC

22 Submit bids for two separate International Sports Events WBSC U-18 Baseball World Cup Attempted to submit bid for 2018 UANA (PANAM) U-18 Water Polo Championship Preparing bids for future FISA events. RFP s will be released in November

23 GOAL 3: Enhanced Visitor Services

24 Budget Recap 16-17

25 Q & A? Virginia Haley, CDME President