2013-2014 Strategic Plan
Visit Jacksonville 2013-2014 Strategic Plan SUMMARY In 2012-2013, Visit Jacksonville developed many new initiatives and programs. Key among our successes were: Reorganization of the company to better focus our resources on the realities of our destination offerings and the practicalities of how to project those offerings to well researched target markets. Redeployment of the sales team to add a dedicated service component and a more targeted sales effort. An advertising plan focused on meetings industry publications to support sales efforts. A balanced media plan on the leisure side focusing on Jacksonville as a diverse, natural water wonderland. A strategic realignment of the Board of Directors to include more influential community influencers and stakeholders. Creation of the Onlyinjax.com website to tout the treasures Jacksonville is best known for and the special accolades, experiences and attractions that can only be found in Jacksonville. Increased engagement of committee members in influencing the strategic direction of the organization, the visitor industry and our community Re-established an annual 85% Partnership retention rate. The hospitality community in Jacksonville has seen growth in 2013. Occupancy and Rate continue to increase modestly around the County. A greater collaborative effort between civic, private sector and political leaders in the city has already shown positive results. The Downtown PLAYERS Alliance was the first time many of these different organizations had the opportunity to work together for a greater community goal and the outcome was an encouraging model for our future. VISION AND MISSION STATEMENT Vision: Visit Jacksonville is the leading DESTINATION resource for visitors and community stakeholders and a powerful economic development engine for Greater Jacksonville.
Mission: To create and globally market, sell and promote an exceptional visitor experience resulting in greater community prosperity, pride and vitality. DESIRED OUTCOMES Economic Prosperity Marketing and sales initiatives contribute to the economic development of the destination and improved quality of life for all those who reside in Jacksonville. Increased numbers of visitors and visitor spending create more jobs in Jacksonville and generate greater bed and sales tax revenue receipts for Duval County. Recognition of Jacksonville as a premier visitor destination Jacksonville becomes a top destination for visitors to the state of Florida whether they are visiting for leisure, meetings, conventions, special events or sporting events. Jacksonville offers so much for visitors; the River City by the Sea is a natural, water wonderland that offers an enjoyable and fulfilling experience for everyone. Greater Community Pride, Energy and Engagement Residents and local leadership in Jacksonville understand the economic value of the travel and tourism industry and are committed to supporting it with the resources necessary to position Jacksonville as a top visitor destination not only in Florida, but the entire country. Aspirational Plan Progress Jacksonville is a unified community with a vision of the future for our destination. Working together with community leaders to create a consensus on national and global destination, development, expansion and appeal with established metrics demonstrating our ranking within our competitive set.
AUDIENCES Primary Meeting Professionals Group Tour Operators Convention Delegates Leisure visitors Media Third Party Vendors Secondary Visit Jacksonville Board of Directors Partners Hospitality Community City Officials Civic Leaders Tertiary Residents Main Driver Attendance Attendance Programming and Destination Experience Getaway Experience Destination Content Financial Return Main Driver Meaningful Community Involvement Visibility Financial Return Results/Jobs/Tax Dollars Economic Development/Community Prosperity Main Driver Quality of Life
STRATEGIC INITIATIVES Outcome: Economic Prosperity Implement an on-going annual or semi-annual research program to measure industry impact and growth and marketing value and effectiveness. Boost room nights production in convention, meeting, sport and leisure tourism markets Redirect sales efforts to more focused industry markets Realign sales, service and marketing structure and accountability metrics Grow the value proposition for Visit Jacksonville Partners to better serve Jacksonville stakeholders. Provide opportunity for partners to better showcase their attraction and service products resulting in greater return on their investment in the Visit Jacksonville mission. Outcome: Recognition of Jacksonville as a premier visitor destination Develop Destination Brand Essence and Brand Presentation Increase market reach and expansion Grow awareness of the city s large signature events and help market these events individually. Grow the multicultural marketing and sales efforts already started within the community Increase national earned media exposure for Jacksonville Develop a program that offers visitors a more interactive experience in Jacksonville partner activities and attractions. Expand Marketing/Sales Resources Advance the latest technology in order to keep Visit Jacksonville efficient and competitive in both sales and marketing Create greater awareness of the mission of Visit Jacksonville and the value of the visitor industry within the local community. Produce engaging and memorable events that exceed the expectations of all stakeholders. Outcome: Greater Community Pride, Energy and Engagement Create a collaborative Community Visioning/Community Alignment Process Create first Certified Tourism Ambassador (CTA)/Experienced Dedicated Destination (EDD) program in the state of Florida.
Explore opportunities for alternative or additional funding for Partner Development/Engagement Create a Customer Advisory Council Develop a campaign focused on the influence leaders, businesses and local citizens can have in bringing meetings, conventions and conferences to Jacksonville in the future. (Bring it Home!) Develop and maintain a staff dedicated to carrying out the vision and mission of Visit Jacksonville Explore opportunities for alternative or additional funding for selling, marketing and promoting Destination Jacksonville Implement new Partnership Investment Structure that includes new options for Out of County Partners Explore new non-dues and bed tax revenue streams. Purposefully connect Visit Jacksonville with relevant community, trade and business organizations. Establish a Sports Market Strategy Build Board Influence, Effectiveness and Engagement Create a higher level of Tourism Development Council Engagement Develop a Way Finding Signage Initiative Outcome: Aspirational Plan Progress Recruit and engage the right community leaders Establish the desired five-year outcomes and benchmarks Institute a Critical Path action plan Develop an Essential Strategic Budget Explore Strategic Convention Center Development