PASCO COUNTY TOURIST DEVELOPMENT COUNCIL April 17, 2019 - 9:30 A.M. West Pasco Government Center New Port Richey, FL TABLE OF CONTENT
Content Page
TDC Agenda 2
February 20th TDC Minutes 3
DMO19-0033 AJGA Junior at Saddlebrook 9
DMO19-0033 ATT1 AJGA Application 11
DMO19-0034 Sunshine Games - Taekwando & Flag Football Championship 19
DMO19-0035 DMO Summary 21
DMO19-0035 ATT1 Six Month Strategic Plan Update 32
DMO19-0035 ATT2 TZA YTD Performance 38
DMO19-0035 ATT3 Brand Report 40 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL April 17, 2019 – 9:30am West Pasco Government Center 8731 Citizens Dr. New Port Richey, FL 34654 TDC Agenda
Our Mission: Experience Florida’s Sports Coast Destination Management Organization promotes and develops county visitor brand experiences for economic growth and quality of place.
Chairman, Commissioner Mike Moore Mike Kidd Vice-Chairman, Councilmember Camille Hernandez Judy Sutton Wendy Longman Councilmember, Chopper Davis Robert Riehle Greg Lenners
A. CALL TO ORDER: Invocation, Pledge of Allegiance, and Roll Call B. OPEN TO THE PUBLIC Persons wishing to address the Council are requested to sign in and will be limited to three (3) minutes. C. APPROVE MINUTES OF MEETING (Chairman Moore) C-1. Approve February 20th TDC Minutes as presented
D. PRESENTATIONS & SPORTS UPDATE D-1. Event Funding Presentations D-1.1. AJGA Sports Event Funding Agreement D-1.2. Sunshine State Games – Taekwondo and Flag Football Championships D-2. Sports Update
E. INDUSTRY RELATIONS AND ADVOCACY UPDATE (Gaby LaJeunesse) E.1. Industry Relations and Advocacy Q1 Update E.2. Industry Relations and Advocacy Q2 Update
F. DIRECTOR’S REPORT (Adam Thomas, Director) F-1. Destination Update (STR/TDT Revenue) F-2. Destination Magazine RFP: Informational F-3. Legislative Update F-4. Discuss and Reschedule: June 19th TDC Meeting F-5. 6-month Strategic Plan Update
G. MEDIA REPORT G-1. Social Media and Website Update G-2. Q2 Marketing Update G-3. Brand launch Event
H. TDC MEMBERS UPDATES I. ADJOURNMENT
Next TDC meeting: May 15, 2019 - 9:30 A.M. Historic Courthouse 37918 Meridian Ave, Dade City, FL 33525 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL
ANNOTATED MINUTES
FEBRUARY 20, 2019
PREPARED IN THE OFFICE OF PAULA S. O’NEIL, CLERK & COMPTROLLER
THE MINUTES WERE PREPARED IN AGENDA ORDER AS PUBLISHED AND NOT IN THE ORDER IN WHICH THE ITEMS WERE HEARD
9:30 A.M.
WEST PASCO GOVERNMENT CENTER, BOARD ROOM, 1ST FLOOR 8731 CITIZENS DRIVE, NEW PORT RICHEY, FLORIDA 34654
Tourist Development Council
The Honorable Mike Moore The Honorable Camille Hernandez Chairman, BCC Vice-Chair, Mayor, City of Dade City
The Honorable Chopper Davis Mike Kidd Councilman, City of New Port Richey Hilton Garden Inn, Lutz
Judy Sutton - ABSENT Robert Riehle Quality Inn, Port Richey Saddlebrook Resort
Wendy Longman Greg Lenners Windsong Charters Shoppes at Wiregrass
Legal Staff:
Elizabeth Blair Staff: Senior Assistant County Attorney
Adam Thomas, Director, Visit Pasco County Consuelo Sanchez, Program Manager Shelly Bandy, Project Coordinator III Kolby Kucyk, Communications Manager Maria Gabriela LaJeunessee, Visitor Service Representative II
A. CALL TO ORDER
TDC 02/20/2019 Page 1 of 6 Chairman Moore called the meeting to order at 9:38 a.m.
Invocation Pledge of Allegiance
Ms. Shannon Egbert, Deputy Clerk, gave the Invocation and led the Pledge of Allegiance.
Roll Call
Ms. Egbert called the roll. All members were present with the exception of Ms. Judy Sutton who was absent. Mr. Robert Riehle arrived to the meeting at 9:45 a.m.
B. OPEN TO THE PUBLIC
There was no public comment.
C. APPROVE MINUTES OF MEETING (Chairman Moore)
C.1. Approve January 16th TDC Minutes as presented
The Council approved the January 16th TDC Minutes with Mr. Riehle absent from the vote.
D. PRESENTATIONS & SPORTS UPDATE (Adam Thomas, Director, Visit Pasco County)
D-1. EVENT FUNDING PRESENTATIONS
D-1.1. Joey Chiavaroli – Dixie Wheelchair Athletic Association, Inc. – 2019 Dixie Games
Mr. Thomas introduced Mr. Joey Chiavaroli, Dixie Games, and he noted it was the third year for the Dixie Games.
Mr. Chiavaroli reviewed the item using a PowerPoint presentation. He spoke regarding the history of the Dixie Games, the dates and locations, activities, the participants, hotel stays, and he thanked the TDC for their involvement in the event.
TDC 02/20/2019 Page 2 of 6 Discussion followed regarding the amount of participants; travel; and that funding would be based on performance.
MR. RIEHLE ARRIVED TO THE MEETING AT 9:45 A.M.
The Council approved the item per Staff’s recommendation
D-2. OTHER PRESENTATIONS
D-2.1. Joseph St. Germain – Downs & St. Germain – Oct-Dec Visitor Tracking Report and Economic Impact Study
Mr. Joseph St. Germain, Downs & St. Germain Research, reviewed the item using a PowerPoint presentation. He spoke regarding the origin of visitors and overnight accommodations, the average travel party, transportation, the length of stay, visitor satisfaction, the top reasons for visiting, the top activities during the visit, the trip planning cycle, and advertising.
Discussion was held regarding tracking Airbnb stays; and the average stay per night.
The item was for information only. No action was taken.
D-2.2. Joseph St. Germain – Downs & St. Germain - 2018 Visitor Tracking Report and Economic Impact Study
Mr. Joseph St Germain, Downs & St. Germain Research, reviewed the item using a PowerPoint presentation. He spoke regarding the purpose of Economic Impact Research, why tourism mattered to Pasco County, the direct spending by visitors in the area, the amount of visitors, room nights generated, how visitors were helping to create jobs, that taxes supported by tourism, the origin of the visitors, visitors’ overnight accommodations, the travel party sizes, transportation, visitor satisfaction, the top activities during visits, the travel party spending, the trip planning cycle, and advertising.
Discussion was held regarding paid overnight accommodations; employment; activities that would bring more youth; the Scallop season; branding with TIA; the Brand Launch; promoting; and a presentation that would be held on March 7th.
The item was for information only. No action was taken.
D-3. SPORTS UPDATE
Mr. Thomas reviewed the item. He spoke regarding the Mrs. Hockey Invitational, the My Hockey Presidential Power Play, and the room nights generated. He noted
TDC 02/20/2019 Page 3 of 6 upcoming events which included FL AAU West Coast Karate Championships that would be held on March 9th, the Savage Race that would be held March 16th through 17th, Gran Fondo Florida that would be held on March 23rd through 24th, and USA Disabled Hockey that would be held March 28th through April 7th. The USA Disabled Hockey opening ceremony would be held on March 29th. He encouraged the TDC members to attend to the event.
The item was for information only. No action was required.
E. DIRECTOR’S REPORT (Adam Thomas, Director)
E-1. Destination Update (STR/TDT Revenue)
Mr. Thomas reviewed the item. He spoke regarding December’s 2018 occupancy rates, the Average Daily Rate (ADR), the REVPAR percents, the January through December 2018 year-to-date STR rates, and the December 2018 TDT revenue in comparison to the December 2017 revenue.
Discussion was held regarding hotel and motel rates; new hotel rates; average daily rates; and supply and demand.
The item was for information only. No action was taken.
E-2. Legislative Update
Mr. Thomas reviewed the item. He spoke regarding Committee Session week, House Bill 6091 and Senate Bill 178, Senate Bill 726, Vacation Rental Bills, Coastal Management Bill 0325, the Government Accountability Bill, and the proposed budget bill for FY 2020.
Discussion was held regarding companion Bills and clarification on the Government Accountability Bill.
The item was for information only. No action was taken.
F. MEDIA REPORT (Kolby Kucyk, Comm. Manager)
F-1. Social Media and Website Update
Ms. Kucyk reviewed the item. She spoke regarding the Travelocity Roaming Gnome, The Lift Adventure Park, a sunset sangria cruise, a hot air balloon, Skydive City, photos on social media, likes on Instagram, exposure, and the first social media report from the Zimmerman Agency.
TDC 02/20/2019 Page 4 of 6 Discussion followed regarding social media posts.
The item was for information only. No action was taken.
F-2. Marketing and Media Updates
Ms. Kucyk reviewed the item. She spoke regarding the week long photo shoot with Mr. Steven Martine which included photos with 15 different businesses, 10 different sports, paid professional talent, the Beach at Bishop, and academy students at Saddlebrook. She noted a 2-day photo shoot with Our Hero Video, and the Brand Launch scheduled for March 7th.
Mayor Hernandez expressed excitement for all the upcoming events.
Discussion was held regarding outdated content; content on an annual basis; and team efforts.
The item was for information only. No action was taken.
F-3. Brand Launch Event
Ms. Kucyk reviewed the item. She handed out VIP invites for the launch to the members. She spoke regarding that it would be a media event, the supporters, the ribbon cutting, the partnerships, a sports theme, talent interactions, consumer tie-in, a tailgating theme, food from Top Chef, and enhancing exposure.
Discussion was held regarding a taste test; the dress attire; and Step and Repeat.
The item was for information only. No action was taken.
G. TDC MEMBERS UPDATES
Councilman Davis spoke regarding the company Big Storm at the event, and the Hacienda Hotel to open by the end of the year.
Discussion was held regarding the company Big Storm at the Brand Launch event and the Hacienda Hotel construction.
Mr. Riehle stated the Netflix documentary on Mr. Marty Fish would air March of 2020. He spoke regarding mental health on the court, the Olympics, filming at various locations, and interviews.
TDC 02/20/2019 Page 5 of 6 Chairman Moore spoke regarding the premier of the film “Bernie the Dolphin” at Sundial. He mentioned the film would be in limited theaters and on Netflix, the Wesley Chapel logo was on a boat that was used in the movie, and part of the filming for the next movie would be in Pasco County.
H. ADJOURNMENT
The meeting adjourned at 10:41 a.m.
TOURIST DEVELOPMENT COUNCIL REGULAR MEETING FEBRUARY 20, 2019
TDC 02/20/2019 Page 6 of 6 TOURIST DEVELOPMENT COUNCIL AGENDA MEMORANDUM
COUNCIL MEMBERS: ALL FILE NO.: DMO19-0033 DATE: 3/26/18
SUBJECT: Sports Event Funding Agreement – American Junior Golf Association, Inc. – AJGA Junior at Saddlebrook – $3,300.00
THRU: Adam Thomas, Tourism Director
FROM: Consuelo Sanchez, Sports Development & Tourism Manager
RECOMMENDED BOARD ACTION:
Tourist Development Council (TDC) approves to present to the Board of County Commissioners Sports Event Funding Agreement with American Junior Golf Association, Inc. for the AJGA Junior at Saddlebrook for up to $3,300.00
BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS:
The AJGA is a "501(c)(3) nonprofit organization dedicated to the overall growth and development of young men and women who aspire to earn college golf scholarships through competitive junior golf." Located at Chateau Elan Resort in Braselton, Georgia, AJGA has been running tournaments since 1978 and is considered by many leaders in the golf industry to be the premier junior golf association of the world. Throughout the years, AJGA has been supported for well- known organizations such as TaylorMade-Adidas, Rolex and Adidas, and the United States Golf Association. Some of its official partners include Under Armour, Transamerica, and PING.
More than 300 AJGA alumni play on the PGA and LPGA Tours and have earned more than 830 Tour victories. Twenty-five of the past 30 National Collegiate Athletic Association (NCAA) Division I men's golf champions and 23 of the past 30 NCAA Division I women's golf champions are AJGA alumni; and 24 of the past 30 U.S. Amateur champions and 25 of the past 30 U.S. Women's Amateur champions are AJGA alumni. Just in 2017, AJGA conducted 121 tournaments and 72 qualifiers.
Last year, Pasco hosted the AJGA Junior at Saddlebrook event for the first time. The Event produced 220 room nights in Pasco County. AJGA will host the Event for the second straight year at Saddlebrook Resort May 24 - 27, 2019. The Event will feature 78 of the best male and female junior golfers in the country, boys and girls ages 12-19, in a 54-hole stroke play tournament. Saddlebrook Resort is a major partner and is helping the Event out tremendously; however, AJGA needs more partners to make this a long lasting event in the area.
The tournament expects 275 room nights throughout the duration of the Event. AJGA has set up a room block with Saddlebrook. Based on this information, the Destination Management Organization is recommending a performance-based agreement to award $12.00 per actual room night produced in Pasco County, based on the following Room Night Grid Guideline, for up to $3,300.00.
DMO19-0033 Page 1 of 2 AJGA will need to present a Post Event Report, Room Night Certification, or Room Block Report along with an invoice for the performance-based amount to be paid after the Event in order to be reimbursed.
Room Block Reports from hotels are the preferred method of reporting room data. However, a Room Night Certification Form and Participants Surveys (including a summary reflecting the number of room nights produced in Pasco County) are acceptable means of tracking.
FISCAL IMPACT/COST/REVENUE STATEMENT:
Funding in the amount of $3,300.00 is available in Account “Event Sponsorships” in FY 2019.
ATTACHMENTS:
Sports Event Sponsorship Program Application
DMO19-0033 Page 2 of 2 APPLICATION CHECKLIST
Pre-Event, Application Process:
Contact Office of Tourism Development to discuss the event
Sports Event meets all Eligibility & Funding Requirements
Application submitted 90 days prior to the start date of the event
Completed Application, Typed
Application Attachments Event Description Event Plan Special Event Marketing Plan Event Operational and Marketing Budget Event Sponsorship Packet Additional Attachments as needed
Estimated Economic Impact
Estimated Hotel Impact
Pre-Event, Upon Application Approval:
✔ Complete Permitting Process
Complete Official Recycling Plan
Certificate of Liability due to County 30 days prior to the Event
Application Checklist APPLICATION PROCESS:
1. Contact the Office of Tourism Development (OTD) and outline your event to the WƌŽũĞĐƚCoordinator.
2. Complete the Sports Event Sponsorship Program Application in its entirety and submit electronically to the Office of Tourism Development 90 days prior to event start date. All applications must be submitted online using the fillable forms, late or incomplete applications will not be considered. The OTD will take a minimum of 30 days to review the application and complete the internal processes.
Mailing Address: Email: West Pasco Government Center [email protected] 8731 Citizens Drive, Ste. 135 [email protected] New Port Richey, FL, 34654 ¾ Must include both email addresses
3. Throughout the process, the OTD will contact you to discuss further details of eligibility and assign a Tourist Development Council (TDC) presentation date. 4. All Event Sponsorship Program applicants will be required to present their marketing plan and overall budget to the TDC. 5. The TDC recommendations will be taken to the Board of County Commissioners (BCC) and Event Sponsorship Program funding will be awarded or declined.
ORGANIZATION PRIMARY CONTACT:
Each applicant shall designate a primary point of contact. This person will be responsible for maintaining all records, requesting reimbursement and providing invoices as well as an event recap and post event report. They will ensure that all guidelines are followed and all documentation is completed according to deadlines.
PERMITTING: Each organization will be required to obtain a temporary event permit through the County or City, where the event is being held. All county permitting questions can be directed to sĂŶĞƐƐĂZŽŐĞƌƐ at 727-847-8142 ext. 2376 or by email at ǀƌŽŐĞƌƐ@pascocountyfl.net.
Application Process ELIGIBILITY: All sports organizations and events are eligible for funding. Organizations and events will be evaluated based upon the following criteria:
x Event Host Organization must be previously established and in business for a minimum of 2years, i.e. hosted previous events with proven track record of success. x Event must utilize Pasco County hotel rooms to generate money from the Tourist DevelopmentTax. x Event must show potential for future growth in Pasco County. x Event must show a direct economic impact through marketing and local commerce. x Event must show marketing efforts by promoting the Event to tourists as defined by Florida Statute, Section 125.01.04 (5)(a)3. Florida Statute, Section 125.01.04 (5)(a)3: “To promote and advertise tourism in this state and nationally and internationally; however, if tax revenues are expended for an activity, service, venue, or event, the activity, service, venue, or event must have as one of its main purposes the attraction of tourists as evidenced by the promotion of the activity, service, venue, or event to tourists;” “Tourist” means a person who participates in trade or recreation activities outside the county of his or her permanent residence or who rents or leases transient accommodations in Pasco County. FUNDING REQUIREMENTS: Pre-Event x All Applications MUST be received 90 days prior to the start date of the event with no exceptions. x Sports Event Sponsorship amount requested and proposed use of requested funds. x Projected or known number of registered participants. x Projected number of overnight visitors staying in Pasco County accommodations and a trackingmechanism, i.e. Certified Room Night Verification Forms, Event Survey, Etc. x Breakdown and timeline of Marketing Plan, i.e.: ad sizes, placement, publish date, location, etc. x Visit Pasco, the official Pasco County Tourism logo or name must be included in any and all mediacoverage or purchased ads. x Breakdown of total event operational and marketing budget. x Certificate of Liability 30 days prior to the Event. Post-Event x Funding is subject to aPost Event Report. dŚĞƐƉŽŶƐŽƌƐŚŝƉĨĞĞǁŝůůďĞĂǁĂƌĚĞĚďĂƐĞĚŽŶƌŽŽŵŶŝŐŚƚƐŐĞŶĞƌĂƚĞĚ ŝŶWĂƐĐŽŽƵŶƚLJĂƚĂƌĂƚĞŽĨΨϭϮ͘ϬϬƉĞƌƌŽŽŵŶŝŐŚƚĨŽƌƵƉƚŽƚŚĞĂŵŽƵŶƚĂƉƉƌŽǀĞĚĨŽƌƚŚĞŽĂƌĚŽĨŽƵŶƚLJ ŽŵŵŝƐƐŝŽŶĞƌƐ͘
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Eligibility & Funding Requirements When completing the Sports Event Sponsorship Program Application, please provide detailed responses including examples, news clippings, screen shots, pie charts, etc. Please attach all additional documents and label them accordingly. Responses must be thorough and accurate.
APPLICANT INFORMATION Organization: American Junior Golf Association Primary Contact: Adam Rogers Address: 1980 Sports Club Drive City: Braselton State: GA Zip Code: 30,517 Phone (Daytime): 7708251001 Phone (Evening): 7708251001 Fax: Email Address: [email protected] Not-for-Profit Organization: ✔ Yes No EVENT INFORMATION Event Name: AJGA Junior at Saddlebrook Event Date(s): 05/25/2019 Sport(s) Involved: Golf Age Range of Event Participants: 12-19
EVENT DESCRIPTION:
Please attach a detailed event description, including the following: Volunteer Base, Photo Library, Media Coverage, Room Nights, Time of Year, Event Site, Sponsorship Opportunities, Social Media, etc.
Please attach a detailed event plan: schedules, competition details, special events, entertainment line-up, etc.
LOCATION:
What is your preferred location/facility for the event? Saddlebrook Resort
SportƐ Event Sponsorship Program Application Where has this event previously been held? Saddlebrook Resort in the Summer of '18
PARTICIPANTS:
What is the anticipated number of athletes and teams? 78 junior golfers
MARKETING PLAN:
In order to be eligible for reimbursement, all marketing efforts must be targeted outside of Pasco County. It is preferred that all marketing efforts be done regionally, state-wide, nationally and/or internationally.
Please attach a detailed breakdown and timeline of the Sports Event Marketing Plan, including the following: ad sizes, placement, publish date, location, etc.
EVENT BUDGET:
The purpose of the Sports Event Program is to supplement a portion of the marketing efforts in order to promote Pasco County to tourists.
Please attach a detailed breakdown of the total event operational and marketing budget.
EVENT SPONSORSHIP PROGRAM FUNDING REQUEST:
Total Amount Requested: $15,000
Intended use of funds (Please see list allowable expenses on website): Cover expenses like staffing, tournament gifts, staff food, etc.
How will the requested funds impact the success of the event? The funds will allow the tournament to breakeven. Currently this tournament is set to lose money.
EVENT SPONSORSHIP:
Please attach your current Event Sponsorship Packet (sponsorship levels, benefits of each level, etc).
^ƉŽƌƚƐ ǀĞŶƚ^ƉŽŶƐŽƌƐŚŝƉWƌŽŐƌĂŵƉƉůŝĐĂƚŝŽŶ ✔ Was additional funding for this event requested? Yes No
If “yes,” was funding received from a Sports Commission, County, State, or private entity? Please provide name(s) of source(s) and value of funding: No additional funding was received or has been solicited towards a Sports Commission, County, State etc.
If “no,” please explain.
Do you intend on approaching sponsors for this event in addition to this funding request? ✔ Yes No Please Explain: The goal of all AJGA tournaments is to give back to local charities in the community.
IN-KIND SUPPORT:
Please provide details on any in-kind support from the community that has been committed to the event, i.e.: donated services, facilities, volunteer staff, advertising, etc. None has been submitted but we ask local restaurants and businesses to support with donations.
WůĞĂƐĞ ŶŽƚĞ͗ Eligibility is determined by the Office of Tourism Development, the Tourist Development Council and the Board of County Commissioners. All funding is discretionary based on completed internal review of applications, attachments and post event reports. dŚĞƌĞŝŵďƵƌƐĞŵĞŶƚƉƌŽĐĞƐƐǁŝůůďĞďĂƐĞĚŽŶƌŽŽŵŶŝŐŚƚƐŐĞŶĞƌĂƚĞĚŝŶWĂƐĐŽŽƵŶƚLJĐĐŽŵŽĚĂƚŝŽŶƐĂƚĂƌĂƚĞŽĨΨϭϮ͘ϬϬƉĞƌ ƌŽŽŵŶŝŐŚƚ͘ /ŶŽƌĚĞƌƚŽĐŽŶĨŝƌŵƚŚĞƌŽŽŵŶŝŐŚƚƐŐĞŶĞƌĂƚĞĚŝŶWĂƐĐŽŽƵŶƚLJ͕ƚŚĞ ǀĞŶƚŽƌŐĂŶŝnjĞƌǁŝůůŶĞĞĚƚŽƉƌŽǀŝĚĞůŽĐŬZĞƉŽƌƚƐĨƌŽŵ ŚŽƚĞůƐŽƌŚŽƵƐŝŶŐďƵƌĞĂƵƐĂůŽŶŐǁŝƚŚƚŚĞWŽƐƚ ǀĞŶƚZĞƉŽƌƚ͖ŚŽǁĞǀĞƌ͕ĂZŽŽŵEŝŐŚƚĞƌƚŝĨŝĐĂƚŝŽŶ&ŽƌŵĂŶĚWĂƌƚŝĐŝƉĂŶƚ^ƵƌǀĞLJƐ ;ŝŶĐůƵĚŝŶŐĂƐƵŵŵĂƌLJƌĞĨůĞĐƚŝŶŐƚŚĞŶƵŵďĞƌŽĨƌŽŽŵŶŝŐŚƚƐƉƌŽĚƵĐĞĚŝŶWĂƐĐŽŽƵŶƚLJͿĂƌĞĂĐĐĞƉƚĂďůĞŵĞĂŶƐŽĨƚƌĂĐŬŝŶŐ͘&Žƌ ƚŚĞĞǀĞŶƚƐƚŚĂƚŝŵƉŽƐĞĂŶŽŶůŝŶĞŬŝŶŐƚŽŽů͕ŝƚŝƐƚŚĞĞǀĞŶƚŽƌŐĂŶŝnjĞƌ͛ƐƌĞƐƉŽŶƐŝďŝůŝƚLJƚŽƚƌĂĐŬƌŽŽŵŶŝŐŚƚƐĨƌŽŵŽǀĞƌŶŝŐŚƚ ƐƚĂLJƐĂƚĂůůWĂƐĐŽŽƵŶƚLJĂĐĐŽŵŵŽĚĂƚŝŽŶƐ͘
APPLICATION COMPLETED BY: Name: Adam Rogers
Title: Regional Director - Florida
Phone: 770-825-1001 [email protected] Address:
01/14/2019 Signature Date ^ƉŽƌƚƐ ǀĞŶƚ^ƉŽŶƐŽƌƐŚŝƉWƌŽŐƌĂŵƉƉůŝĐĂƚŝŽŶ Sports Event Sponsorship Program Estimated Economic Impact
ESTIMATED ECONOMIC IMPACT:
For each of the following categories estimate the number of participants, spectators and media persons. Additional information may be required:
TOTAL PARTICIPANTS (competitors, coaches, trainers, officials, etc.)
ADULT Out-of-State overnight ______YOUTH Out-of-State overnight ______45 ADULT In-State overnight ______YOUTH In-State overnight ______30 ADULT In-State ______YOUTH In-State ______ADULT In-County ______YOUTH In-County ______3
TOTAL SPECTATORS (fans, family, friends, etc.)
ADULT Out-of-State overnight ______75 YOUTH Out-of-State overnight ______10 ADULT In-State overnight ______45 YOUTH In-State overnight ______5 ADULT In-State ______YOUTH In-State ______ADULT In-County ______6 YOUTH In-County ______2
Estimated Economic Impact ACCOMMODATIONS:
How will you be securing Pasco County hotel accommodations: through a host hotel, room blocks, general RFP? Please explain. We have already signed a contract with Saddlebrook Resort.
Will the event require meeting or banquet space? No.
If yes, how many people will the space need to accommodate?
ESTIMATED HOTEL IMPACT:
Total number of hotel rooms projected 275 x $83.00 (average cost) = $ 22,825.00
Estimated number of guests per Hotel Room 2
The funding an Applicant may receive will be contingent upon all criteria, including marketing plans, survey, number of room nights, etc. The TDC and Office of Tourism Development will use the following grid only as a guideline when recommending a funding amount to the BCC.
ROOM NIGHT GRID GUIDELINE
Estimated Total Room Nights Room Night Funding Range 600+ Additional Funding Negotiable 500 to 599 $6,000 - $7,199 400 to 499 $4,800 - $5,999 300 to 399 $3,600 - $4,799 200 to 299 $2,400 - $3,599 100 to 199 $1,200 - $2,399 0 - 99 $0 - $1,199
Estimated Hotel Impact TOURIST DEVELOPMENT COUNCIL AGENDA MEMORANDUM
COUNCIL MEMBERS: ALL FILE NO.: DMO19-0034 DATE: 3/26/18
SUBJECT: Sports Event Funding Agreement – Florida Sports Foundation – Sunshine State Games Taekwondo and Flag Football Championships – $5,000.00
THRU: Adam Thomas, Tourism Director
FROM: Consuelo Sanchez, Sports Development & Tourism Manager
RECOMMENDED BOARD ACTION:
Tourist Development Council (TDC) approves to present to the Board of County Commissioners Sports Event Funding Agreement with Florida Sports Foundation for the Sunshine State Games Taekwondo and Flag Football Championships for up to $5,000.00
BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS:
The Sunshine State Games is an Olympic-style sports festival that has been hosted in this state since 1980, and it is currently Florida’s largest and longest standing multi-sport festival. The mission of the Games is to provide quality competition for Florida’s amateur athletes of all ages and skill levels.
The Sunshine State Games is conducted under the auspices of the Florida Sports Foundation, Inc. (FSF), a division of Enterprise Florida, Inc. and a direct-support organization of the State of Florida. Most competitions are sanctioned or recognized by the Olympic Governing Body for a particular sport, and some serve as Governing Body State Championships or national qualifiers. Over 30 different sports are offered throughout the year.
The FSF is a member of the National Congress of State Games, a member organization consisting of 29 State Games programs throughout the nation. The Sunshine State Games serves as a qualifier for the State Games of America held every odd-numbered year.
Last year, Pasco County hosted the Sunshine State Games – Figure Skating Competitions for the first time. Over 400 skaters and their families came to Wesley Chapel to attend the event that took place at the state-of-the-art AdventHealth Center Ice, formerly known as Florida Hospital Center Ice. Since then, the Destination Management Organization has been working closely with the FSF in order to bring more Sunshine State Games to our destination.
The FSF has awarded Florida’s Sports Coast as the host community for the 2019 Sunshine State Games Figure Skating, Taekwondo, Hockey and Flag Football Championships and since it is required that hosts need to provide funding to offset the cost of rental fees, the DMO is recommending to fund the Flag Football and Taekwondo Championships for up to $5,000.00.
It is important to mention that the DMO presented the Figure Skating Championships request at a prior TDC meeting and the funding agreement was already approved by the Board of County Commissioners.
DMO19-0034 Page 1 of 2 The Taekwondo Championships will take place May 17-19, 2019 at the Bishop McLaughlin Catholic High School in Spring Hill, and the Florida Sports Foundation is projecting to bring at least 200 athletes to our destination from all over Florida and possibly other states.
The Flag Football Championships will take place July 13-14, 2019 at the Land O’ Lakes Recreational Complex, and it is expected that at least 30 teams attend the event.
The opportunity of hosting these events in our community will greatly impact our County and its goal to be promoted as a sports destination.
FISCAL IMPACT/COST/REVENUE STATEMENT:
Funding in the amount of $5,000.00 is available in Account “Event Sponsorships” in FY 2019.
DMO19-0034 Page 2 of 2 DMO SUMMARY
TO: Tourist Development Council DATE: 4/11/2019 FILE: DMO19-0035
Destination Management FROM: SUBJECT: Update on Tourism Activities Organization (DMO)
The following is a summary of activities for the period of February 21, 2019 – April 17, 2019:
D. PRESENTATIONS / SPORTS UPDATE
D.1. EVENT FUNDING PRESENTATIONS
D-1.1. American Junior Golf Association, Inc. – AJGA Junior at Saddlebrook Last year, Pasco hosted the AJGA Junior at Saddlebrook event for the first time. The Event produced 220 room nights in Pasco County. AJGA will host the Event for the second straight year at Saddlebrook Resort May 24 - 27, 2019. The Event will feature 78 of the best male and female junior golfers in the country, boys and girls ages 12-19, in a 54-hole stroke play tournament. Saddlebrook Resort is a major partner and is helping the Event out tremendously; however, AJGA needs more partners to make this a long lasting event in the area. The tournament expects 275 room nights throughout the duration of the Event. AJGA has set up a room block with Saddlebrook. Based on this information, the DMO is recommending a performance-based agreement to award $12.00 per actual room night produced in Pasco County, based on the following Room Night Grid Guideline, for up to $3,300.00.
D-1.2. Florida Sports Foundation (FSF) – Sunshine State Games Taekwondo and Flag Football Championships Last year, Pasco County hosted the Sunshine State Games – Figure Skating Competitions for the first time. Over 400 skaters and their families came to Wesley Chapel to attend the event that took place at the state-of-the-art AdventHealth Center Ice, formerly known as Florida Hospital Center Ice. Since then, the DMO has been working closely with FSF in order to bring more Sunshine State Games to our destination. The FSF has awarded Florida’s Sports Coast as the host community for the 2019 Sunshine State Games Figure Skating, Taekwondo, Hockey and Flag Football Championships and since it is required that hosts need to provide funding to offset the cost of rental fees, the DMO is recommending to fund the Flag Football and Taekwondo Championships for up to $5,000.00. D-3. SPORTS UPDATE Past Events:
Event Dates
2019 FL AAU West Coast Karate Championships 3/9/19
Savage Race / Savage Blitz 3/16/19 - 3/17/19
Gran Fondo Florida 3/23/19 – 3/24/19
USA Disabled Hockey Fest 3/28/19 – 4/7/19
Upcoming Events
Event Dates
Florida Premier Spring Showcase 4/12/19 – 4/14/19
2019 AVPFirst Florida Zonal Championships 4/20/19 – 4/21/19
2019 Caliente Bare Dare 5K 5/5/19
2019 Dixie Games 5/10/19 – 5/12/19
Sunshine State Games Figure Skating Championships 5/17/19 – 5/19/19
Sunshine State Games Taekwondo Championships 5/18/19 – 5/19/19
Other Updates: 1. Sunshine State Games – Florida’s Sports Coast will be hosting four out of the 28 Sunshine State Games Championships across the state. The Florida Sports Foundation (FSF) awarded our destination as the host community for the Figure Skating, Taekwondo, Flag Football and Hockey Championships. It is important to mention that the Hockey Championships were cancelled from the Sunshine State Games over ten years ago. The DMO has been working with FSF and AdventHealth Center Ice to bring again the Hockey championships to the State Games and the proposal was recently approved by FSF. Therefore, we will be the first destination hosting this event after at least 10 years. 2. 15th USA Disabled Hockey Festival: Florida’s Sports Coast hosted USA Disabled Hockey Festival for the first time in Florida. From March 28-31 and April 4-7, Florida’s Sports Coast hosted the 15th annual Toyota-USA Hockey Disabled Hockey Festival. 105 teams from across the country came to Pasco County for tournaments in the disciples of Disabled Hockey, including Blind, Deaf/Hard of Hearing, Special, Standing/Amputee & Warrior and Sled Hockey. Final numbers will come in later, but it is expected the event will generate over 1,200 hotel room nights just in our county. 3. Florida Flag Football League (FFFL): The DMO is working with Norm McLean, FFFL President to host a Flag Football event which will attract teams from all over the state and Georgia. The event will take place September 14-15, 2019 at the Land O’ Lakes Recreational Complex. Also, we started conversations to be the host community of the 2020 State Championships. 4. Blue Star Basketball and E-Sports Site Visit: On April 5, 2019 The DMO and RaddSports hosted Tom Colucci and Mike Flynn with Blue Star Basketball for a site visit to the Wiregrass Ranch Sports Complex. Blue Star is the longest running national evaluation and college showcase organization in women’s basketball. Blue Star is interested in hosted 3v3 basketball competitions at the Sports Complex, which will be able to accommodate up to 32 courts for this kind of events. Tom and Mike are also considering our venue for E-Sports events. 5. Wiregrass Ranch Sports Update: • The venue is on schedule for a June, 2020 opening • Site work continues • Foundations will start in the next few weeks • The building is scheduled for June erection
E. INDUSTRY RELATIONS AND ADVOCACY UPDATE Q1 (October – December) • Florida Sportsman Expo – On October 6 -7, 2018 the DMO joined the Florida Sportsman Expo along with a large group of exhibitors of fishing, kayaks, paddleboards and the popular fishing and hunting seminars that were offered to the attendees. Attendees were very interested in the water activities offered by our destination. The DMO offered a giveaway which included two kayaks. Local businesses such as Windsong Charters, Gill Dawg and Paddling Adventures partnered with our office to participate in this expo by giving away discounted water adventure packages. • RV Resorts site visits – Our DMO had not established a relationship with TV Resorts in the area. During the months of October and November, Gaby dedicated time to visit each RV resort and RV park listed in our database and started building a strong relationship with the RV Community Managers. • East Pasco Economic Development Summit – On November 2, the DMO attended the Economic Development Summit which featured panel discussions with key industry stakeholders focusing on the economic impact and opportunities that lie within Sports and Sports Tourism. Adam was the moderator for the panel. • Hilton Garden Inn – Wesley Chapel Grand Opening – the DMO attended this hotel grand opening on November 7. By attending these events we foster relationships with other industry stakeholders in the area and network with local businesses to form strategic partnerships. • Florida Sports Foundation site visits – On November 8 we hosted a representative from the Florida Sunshine State Games to show the different venues options we offer to secure sport competitions in Pasco County. We met with park managers at Land O’Lakes Recreation Center, Wesley Chapel District Park, and Starkey Ranch District Park. We also scheduled meeting with hoteliers near these sports complexes to ensure accommodations capacity and availability. Additionally, we met with the Director of a local Rugby Club in Tampa for future Rugby events in Pasco County. • North Tampa Bay Chamber Monthly Coffee Social – Our DMO attended the Chamber’s Monthly Coffee Social on December 6 in an attempt to network with other colleagues and industry partners to foster stronger relationships. • Springhill Suites Grand Opening – On December 6, 2018 the DMO supported the opening of the newest hotel in Land O’ Lakes. Attending grand openings allows our DMO to forge stronger relationships in the industry.
Q2 (January – March) • COOP Manual completed – On January 2, 2019 our DMO completed and submitted the Continuity of Operation Plan Manual to the Division of Emergency Management. This is a milestone for our office as it is the first time we have a COOP Manual in place. • North Tampa Bay Chamber Luncheon – On January 9, 2019 the DMO attended this Chamber’s event in an effort to continue building stronger relationships with our local partners • West Pasco Chamber of Commerce Breakfast – The DMO attended this event to educate our partners in West Pasco about the impact Tourism has had in our economy. It took place on February 15 at Seven Springs Golf Club. • Connect Travel Marketing Leadership Summit – On February 19 – 22, Gaby attended this leadership summit where tourism marketers present products and services that will help tourism professionals thrive in a rapidly evolving and highly competitive global marketplace. The summit featured a robust educational program focusing on the trends and technologies that will transform tourism marketing in the next three to five years. • Smithsonian Museum Hometowns Teams Exhibit – On March 8, Florida’s Sports Coast attended ‘’Hometown Teams,” a traveling Smithsonian Institution exhibit that explores how sports shaped America. To highlight how sports have shaped the New Port Richey area, The City of New Port Richey coordinated with the New Port Richey Library, the West Pasco Historic Society and The Friends of the Hacienda for a series of free lectures and exhibits that were presented alongside the exhibition. • Florida Tourism Day – March 13 – 15, Florida’s Sports Coast travelled to Tallahassee to learn about the legislature and the impact Tourism has in Florida. Our DMO visited the Pasco County Legislative Delegation to advocate for the Florida’s number 1 Industry and the increased funding is needed to offer better experiences to visitors. Our agenda of appointments included: - Florida House of Representative - Ardian Zika - Florida House of Representative – Amber Mariano - Florida Senate – Ed Hooper - Florida Senate – Tom Lee - Florida Senate – Wilton Simpson • Additional Activities - Let’s Take It Outside Radio Interview - Scalloping Meeting with Florida Wildlife Commission and Parks & Recreation - ESSA Site Visit with Commissioner Oakley and Parks & Recreation - BCC Visitor Profile and Economic Impact Presentation - Harbor Master Plan – Tourism Component - FADMO Board Meeting - Travel Adventure Show – Philadelphia, PA - Travel Adventure Show – Dallas, TX - ULI Technical Advisory Panel Participant – Stakeholder Interviews
F. DIRECTOR REPORT F-1. Destination Update (STR/TDT Revenue)
JANUARY STR REPORT Average Occupancy Rate Average Daily Rate REVPAR 2018 2019 %Change 2018 2019 %Change 2018 2019 %Change 68.6% 66.3% -3.4% $93.00 $90.37 -2.8% $63.83 $59.94 -6.1% • STR Report – January’s Smith Travel Report showed a decline in occupancy at -3.4% from 68.6% in 2018 to 66.3% in 2019. Pasco’s ADR decreased -2.8% for the month of January bringing the ADR in at $90.37 from $93.00. Our REVPAR decreased -6.1% from $63.83 to $59.94. FEBRUARY STR REPORT Average Occupancy Rate Average Daily Rate REVPAR 2018 2019 %Change 2018 2019 %Change 2018 2019 %Change 82.5% 81.4% -1.3% $103.36 $103.00 -0.3% $85.24 $83.83 -1.6% • STR Report – February’s Smith Travel Report showed a decline in occupancy at -1.3% from 82.5% in 2018 to 81.4% in 2019. Pasco’s ADR decreased -0.3% for the month of February bringing the ADR in at $103.00 from $103.36. Our REVPAR decreased -1.6% from $85.24 to $83.83.
The decrease year over year is attributed to the opening of three new properties October - December 2018. The Room Revenue (Jan. +4.1%; Feb. +9.0%) and Rooms Sold (Jan. +7.1%; Feb. +9.4%) have increased from 2018 to 2019.
TOURIST DEVELOPMENT TAX • Tourist Tax Collection – January’s Tourist Development Tax Revenues increased 0.1% (+$2,332) to $209,633 in comparison to January’s revenue in 2018 at $207,301.
• Tourist Tax Collection – February’s Tourist Development Tax Revenues increased 42% (+$103,884) to $352,520 in comparison to February’s revenue in 2018 at $248,636.
F-2. Destination Magazine RFP: The Request for Proposal (RFP) for the 2019-2020 Destination Guide (“Destination Guide”) was issued on February 8th, 2019. The Scope of Work will include but not be limited to: graphic design, editing, layout and sales. The Contract will be for one year with three (3) optional one year extensions. The Destination Guide must be a fully self-sustaining publication and it is expected this can be achieved through advertising revenue.
The Destination Guide will be the primary tourism inquiry fulfillment publication for use in domestic and international marketing efforts. It will be a full-color, lifestyle magazine publication that provides information to outdoor enthusiasts visiting the FSC. In addition to serving as the primary tourism inquiry and information fulfillment publication for Florida’s Sports Coast; circulation of the Destination Guide includes in-state distribution at Florida’s Visitor Welcome Centers, numerous hotel properties and attractions throughout the county. It is also going to be distributed at select consumer travel and travel trade shows, as well as pre- convention mailings and convention information booths. TIMELINE
• Issue Request for Proposal Friday, February 8, 2019 • Deadline for Questions Tuesday, February 26, 2019 at 9:00 AM • Proposal Submittal Due Date and Tuesday, March 12, 2019 at 3:00 PM Time • 1st Evaluation Committee Meeting Tuesday, April 2, 2019 at 2:30pm. (Public Meeting) • 2nd Evaluation Committee Wednesday, May 1, 2019 at 9:00 am Meeting (Public Meeting) • Board Approval of Selection and TBD Award
F-3. Legislative Update
1. VISIT FLORIDA - SB 178 & HB 6091 – relating to Florida Tourism Marketing by Sen. Gruters (R, Sarasota) and Rep. Ponders (R, Fort Walton Beach) The VISIT FLORIDA legislation is waiting to be heard on the Senate floor for final passage, but we are not sure when yet. After that it will be sent to the House, and what happens with the Legislation in the House is still a big “TBD”. The Senate bill is very simple and it just deletes the Sunset date that currently exists.
2. Vacation Rentals HB 987 relating to Vacation Rentals by Rep. J. Grant (R, Tampa) passed its second of three references on Monday April 1st, by a vote of 9 to 2.
There are 6 bills filed on the subject of vacation rentals, but it looks like HB 987 relating to Vacation Rentals by Rep. J. Grant (R, Tampa) and SB 824 relating to Private Property Rights of Homeowners by Sen. Diaz (R, Hialeah Gardens) will be the vehicles for the debate this Session.
According to the HB 987 Staff Analysis, the bill preempts vacation rental regulation to the state. Most importantly, this bill removes the June 2011 grandfather date previously in place for local government ordinances.
Further, the bill also requires an applicant for a vacation rental license to register a contact person with the Division of Hotels and Restaurants and make vacation rental license information, and the information of the contact person, available on its website. SB 824 is nearly identical according to the Staff Analysis but has not moved in the Senate yet.
All of these bills overlap in some ways and create new regulatory and reporting processes and/or requirements for vacation rental platforms at the State level but they also all vary in exactly what those are, and they definitely vary in how much regulation they preempt, or don’t preempt, from local governments.
Because the other vacation rental bills have stayed quiet, here are the Cliffs Notes of them for your information:
• SB812/814 expands local regulations and implements robust State oversight of vacation rental platforms. • SB1196 & HB 1129 maintain current local regulations and implement similar State reporting requirements for the platforms as SB 812 but not 100% the same.
F-4. Discuss and Reschedule: June 19th TDC Meeting
The June 18, 2019 BCC meeting was changed to June 19, 2019 due to a municipal election. This change impacts the June TDC meeting as it was scheduled to take place on June 19th. The meeting will need to be rescheduled or cancelled.
F-5. 6-month Strategic Plan Update – See attachment No. 1
G. MEDIA REPORT
G-1. Social Media and Website Update Social • Facebook: o 12% MoM growth= 15,245 followers o Engagement up 29% MoM o Growth due to paid ads that started late March o Post frequency grew as well with fuller calenders and more on brand content • Twitter: o 7% MoM growth=626 followers o Engagement up 120% o With continued organic growth Twitter looks to be a strong channel for us moving forward o This platform often gains traction with men’s interest like gold, fishing, etc. • Instagram: o 7% MoM growth=929 followers o Engagement up 61% MoM o Total reach 8,099 up almost 14% o Videos show high engagement rates o 1,294 people reach with stories that were done live from the brand launch Paid Social Results • Spent $1,270 o Earned total reach: 101,115 o Earned total Impressions: 171,363 o 971 page likes • We saw ads were most seen by 35-44 age demo with 59% men. • Top DMA regions reached were Tampa-St.Pete (Sarasota): 43% o Orlando-Daytona Beach-Melbourne: 40% o Miami-Ft. Lauderdale: 7% o West Palm-Ft. Pierce-Ft.Myers-Naples: 4-5%
G-2. Q2 - Marketing and Media Update
1. Overall • Earned media goal of $750,000 by 2021 year end • YTD Earned Media Impressions: 175,860,451 • YTD Earned Media Value: 577,309 • 24% away from meeting 2021 media goal/met 77% of current media goal of $750,000
2. UK Media Mission March 11-14 • Immediately after the brand launch Kolby jetted off to the UK for a media mission supported by Visit Florida and Gosh PR • Joined 4 other Florida destinations including The Beaches of Fort Myers & Sanibel, Discover Martin County, Florida’s Paradise Coast and Daytona Beach • Met with over 30 reporters and publication representatives and prominent influencers in London, Glasgow and Edinburgh • Overall reception was warm and excited about the new brand • Main pitches included Scallop Season, Bucket List Vacations and Outdoor Family Adventures 3. Coming Up • Ways to Play FAM Tour: April 26-28: Targeting local and regional media and Influencers • Canada Media Mission: June 24-27: Similar to UK Media Mission, in partnership with Visit Florida we’ll be one of five destinations travelling from Toronto to Montreal to meet with over 30 influencers and media professionals • Scalloping FAM Tour: July 19-21: Targeting regional and national media as well as specific invitations to two international publications, Hello! Magazine and Condé Nast Traveler Targeting regional, national and international influencers
G-3. Brand Launch Event (SeeAttachment 3) On March 7, Visit Pasco, the official DMO for Pasco County officially launched their new brand identity becoming Florida’s Sports Coast.
Florida’s Sports Coast unveiled their energetic new logo, vibrant brand color palette, engaging new social platforms and new website to over 100 attending media, industry partners and local government officials. Brand Launch PR Coverage • Every local news station sent a photographer to the brand launch with the exception of WTSP-Channel 10. Photos of event were provided to Bay News 9 for use on air. • Within 24 hours of sending the official press release over national newswire distribution announcing Florida’s Sports Coast rebrand the press release was picked up picked up 176 times, garnering more than 129.7+ million impressions • Earned Media: secured five segments across ABC Action News, The Morning Blend and FOX 13 — including an immediate release story with Tampa Bay Times (here) — impacting more than 501,789+ impressions and garnering a combined media value of $100,700. • Paid Media: Taped segment for ABC’s Morning Blend with Big Storm Brewing owner, Mike Bishop announcing partnership and brand launch.
FSC Launch Marketing • In support of Florida’s Sports Coast brand launch… • Tampa Bay Times Digital Ads on Sports webpage • 1 ad for 4 weeks feature footer ad on Tampa Bay Times Sports front page • 2 Tampa International ads located under arrival/departure screen in Concourse C • Static Digital ads targeting family travel, weekend travelers, outdoors enthusiasts, sports participants, re-targeting, geographically and behaviorally relevant o Live from March-May 2019 o Estimated Impressions over 4 million • 3 billboards from March-June o Kayaking, static at E/S I-75 .5 mi N/O SR52 o Treehoppers, digital, I-75 .50 mi N/O Sr-60 Brandon W/S F/N o Wakeboarding, digital, N/S I-4 1.4 MI. E/O 33 W/B o Will include complimentary in-market billboard through Pasco County Attachment 1 6-Month Strategic Plan Update OUR MISSION FOCUS: DRIVE NEW AND/OR CURRENT VISITOR DEMAND Strategic Goal 1: Deploy Effective Destination Marketing, Sales and Services Programs To develop and implement measurable marketing, promotional and sales strategies to targeted leisure, sports event and meetings travel markets. Status/Further Results of Tactics Actions Taken Actions Actions Required - Workshops with stakeholders: four brand development Momentum work session attended by a cross-section of county stakeholders from all corners of Pasco, including hoteliers, business Completed / and attraction owners, City and County Activation of a statistically 47% of the continuing brand employees and more. The goal of the sessions Initiative #1 sound brand research program consumers nourishment was to listen and understand and crystallize the including visitor/potential agreed that FSC based on Agree to research- relevance and differentiation of the destination. visitor, industry stakeholder and brand would consumer based destination We explored future visioning, brand archetype resident input. drive interest. behavior and new brand strategy with storytelling, and exercises to focus the county research resulting countywide energy. rebrand creative. - Consumer Logo Test: nationwide online study with heavy-up in Florida to adults age 21-65. 849 respondents Formulation of a brand strategy Florida’s Sports including - Based upon consumer and influencer research, Coast brand destination/community strategic brand positioning and communications was launched Completed promises and subsequent key plan, a new creative identity, logo and advertising on March 7, identity and messaging campaign was launched on March 7, 2019. 2019 alternatives.
Based on the Initiative #2 - Kick off brand campaign media mix (consumer Visitor Profile Finalize and execute Agreement on visitor target and planner): print, paid search, programmatic Study and the a targeted and market segments and plan digital media, out-of-home, custom content, PR DMO Strategic Continuous measurable outline. tactics, social media and lead generation Plan a destination campaigns. communication marketing and sales plan was plan - Use Facebook lead gen ads to increase regional developed to and out-of-market email databases through cover leisure, engagement initiatives: contests, experience ads sports and and stories. meetings markets. Feature key destination products (below) and push • YTD out new, rich website content through monthly Earned Media emails, web stories and partner articles. Impressions: - Execute email acquisition campaigns to capture 175,860,451 leads through multiple, cost-efficient avenues. • YTD - Assess need for re-engagement campaigns on a Earned Media quarterly basis to cleanse email Value: 577,309 - database of inactive consumers, thereby increasing the health of our lists. - 2019 Sports Guide - DMO is conducting market research and applies results to sponsorship and marketing programs, - Digital and specifically utilizing media relations and printed advertising programs to generate leads and solicit promotions event organizers for regional, state, and national in national events attraction. magazines
- DMO is attending leisure, meetings and sports tradeshows to increase destination’s visibility and to bring new visitors, events and meetings that generate a significant economic impact in Pasco.
- The 2019 Business Plan is aligned to the strategic direction and priority initiatives identified in the FY2019–FY2021 DMO Strategic Tourism Plan Determination of strategies and Development of Schematic and Rationale report documentation. programs across four strategic the 2019 Continuous This plan details the annual program of work plan goal areas. Business Plan based on the agreed-to destination marketing organization (DMO) vision, mission and long- term goals.
Initiative #3 Evaluation of current website FLSporstCoast.c with new redesign and enriched - The DMO worked closely with TZA to develop a om was Complete / Develop an contents development by new, more robust website with improved user launched on Continuous immersive, mobile targeted visitor experience. March 7, 2019 – friendly and contents markets/behaviors and 6.5K new visits rich destination communities. since it was website along with launched increased social media engagement Social Media - The DMO hired TZA to provide full time support plan is being in all social media platforms. implemented - The DMO has developed an event calendar and created a Social Media Content Plan. •Facebook: 12% - The Social Media Content Plan includes both MoM growth= paid and organic posts. 15,245 followers - The DMO has brought to our destination several Engagement up with national and international social media 29% MoM influencers to promote outdoor adventures. • Twitter: - The DMO has partnered with Visit Florida 7% MoM Required full-time support to through different co-op programs to leverage growth=626 social media platforms and tourism dollars and reach audiences that followers Continuous engaging conversations otherwise wouldn’t be possible. Engagement up - The DMO has partnered with Visit Florida to 120% attend domestic and international media •Instagram: missions. 7% MoM - The DMO has produced a Hero Video that growth=929 highlights Florida’s Sports Coast as a destination followers where adventure travelers come to push their Engagement up limits and challenge themselves with new life 61% MoM experiences. Where the trip is more than a game; Total reach it’s a championship. 8,099 up almost 14%
Status/Furthe Results of Tactics Actions Taken r Actions Actions Required Initiative #4 Full discussion and agreement with lodging/accommodations Q4 initiative Investigate owners and operators on an with FY 2020 Q1 specifically dedicated influential business/leisure implementation bleisure and VFR program promotional plans Preparation of a dedicated VFR Q4 initiative program with key benefit with FY 2020 Q1 components and implementation communications channels Research and prepare a draft co- Q4 initiative Initiative #5 op group and special interest with FY 2020 Q1 Offer cooperative leisure travel programs and implementation marketing, packages. programming and Q4 initiative packaging with FY 2020 Q1 alternatives with Agreement on promoting the implementation industry/community above visitor experiences partners
MISSION FOCUS: FACILITATE IMPACTFUL EXPEIENCES (FY 20 IMPLIMENTATION) Strategic Goal 2: Destination Development To facilitate and foster the development of more diverse and quality branded visitor experiences and related infrastructure.
MISSION FOCUS: UNDERTAKE INFLUENTIAL COMMUNICATIONS Strategic Goal 3: DMO Advocacy and Stakeholder Relations To advocate the benefits of tourism and the roles of Experience Florida’s Sports Coast to all strategic stakeholders. Results of Status/Further Tactics Actions Taken Actions Actions Required Initiative #1 - DMO is representing our destination in regional and state planning sessions such as Our new brand Determine and FADMO Board meetings, Visit Florida Conducting of regular and our efforts to communicate on an Tourism Day and Governor’s Conference, ongoing basis Pasco destination tourism impact be recognized as Quarterly Florida Sports Foundation County tourism analyses and agreed-to DMO a Sports Continuous Roundtables, US Sports Congress, National importance/value programming metrics destination has Association of Sports Commissions, and with key messaging accountability. been recognized Association of Chief Executives of Sports, in nationwide. order to establish and expand tourism activities that enhance tourism and foster economic development.
- The DMO has become a member of all local chamber of commerce and it is attending DMO is being mixers in order to create awareness about recognized by what we do. key community Crafting of key tourism and stakeholders as DMO messages to strategic Continuous - The DMO has been meeting with the leader for the partners including residents. stakeholders to hear their needs, concerns tourism industry and suggestions, and to communicate what in our tourism is doing for our community. destination.
Determination and Initiative #2 understanding of main local Q3 initiative Prepare and audience/constituents. implement a Identified strategies and key stakeholder/resident activities to enhance awareness Q3 initiative communications plan and profile.
- The DMO has acquired a Customer Relationship Management system that will CRM system is Scheduling of regular visitor facilitate communication with stakeholders. being setting up industry/community meetings - The DMO is constantly meeting with several as a tool to better Initiative #3 to allow ongoing two-way Work in progress with new stakeholders such as restaurants, communicate communications on mutual Convene quarterly RV grounds, hotels, motels, etc., as well as with topics of interest. stakeholder meetings with partners. stakeholders with learning components Inclusion of a personal - The DMO is developing a plan to start hosting learning/professional quarterly mixers with industry partners Work in progress development component to which will include training sessions. increase participant value. MISSION FOCUS: ATTAIN OPTIMAL RETURNS Strategic Goal 3: DMO Resources and Performance Management To operate as a fiscal responsible and accountable organization through talent team members and leveraged partnerships. Results of Status/Further Tactics Actions Taken Actions Actions Required - DMO has been reviewing both the Update of strategic plan Strategic Plan and the Business Plan to Work in progress / Initiative #1 The proposed FY schematic annually given undertake initiatives that are aligned with Budget will be 2020 Budget has Approve updated strategic priority initiatives completed their goals and strategies and funding has approved in been finalized plans tied to annual and/or new ones identified. been requested in proposed FY 2020 September 2019 marketing/operational Budget. plan with budget Review of strategic plan schematic semi-annually by - DMO is presenting the 6-month update to 6-month update Continuous TDC members to evaluate the TDC for its review and evaluation progress.
Evaluation of DMO staffing Initiative #2 needs given strategic plan Review Visit Pasco staffing directions and new program needs with revised execution. Preparation of a revised DMO organization The County is conducting a reclass study. organization chart along with chart/position Staff has submitted the paperwork and it is Work in progress new/updated position descriptions going to be reviewed by HR. descriptions.
Convening of a dedicated Initiative #3 annual TDC retreat/working session on key issues and Prepare and invest in an future efforts ongoing TDC member professional development Inclusion of special guest program speakers/experts to be invited on a selective basis to TDC meetings. Attachment 2
MEMO
TO: FLORIDA’S SPORTS COAST FROM: THE ZIMMERMAN AGENCY SUBJECT: YEAR TO DATE PERFORMANCE HIGHLIGHTS DATE: 4.11.19
Please find below a performance overview, reflecting key highlights of our integrated marketing efforts year to date (October 1, 2018 - March 31, 2019). Note we are building out a more robust Q2 report for delivery on April 24th.
Website Performance
• Year to date, the website has garnered 32,000 total visits and an average bounce rate of 59% • In Q2, site traffic was up 4% year over year and time on site was up 14%. o 31% of traffic coming from paid search, 24% from organic search and 18% from direct (display ads) • With the launch of FLSportsCoast.com on March 7, the site has garnered 6,500 new visits. o This 11.35% increase in traffic month over month is largely attributed to the traction of the launch announcement and paid media efforts. • Website engagement also increased as a result of the new website, jumping nearly a full minute from 01:15 to 02:11 on average o 60% of users are accessing the site on a mobile device, compared to 31% on desktop and 9% on tablet
Public Relations • Through national newswire distribution, the Florida’s Sports Coast brand launch press release was picked up 176 times across a diverse range of media outlets, garnering more than 129.7+ million impressions • From an earned media perspective aligning with the March brand launch, the team secured five segments across ABC Action News, The Morning Blend and FOX 13 — including an immediate release story with Tampa Bay Times — impacting more than 501,789+ impressions and garnering a combined media value of $100,700 • Secured national Men’s Health digital + print promotion, reaching more than 10 million+ potential (and active!) visitors • Garnered print coverage in Tampa Bay Times with a media value of $11,492 • Secured national hit on Recommend Magazine with executive interview placement • Secured digital and broadcast placement with local & regional travel show — Florida on a Tankful – totaling more than 7.8+ million viewers in Orlando and Tampa, the coverage leverages an impressive advertising equivalency of over $89,000+ o News 13 (Orlando) o Bay News 9 (Tampa) • Garnered a promotional partnership with Golfing Magazine —a regional publication serving active, avid golfers residing in the Northeast. Saddlebrook Resort will be featured in a full page print and digital piece, reaching a combined audience of more than 550,000 readers — with resulting coverage boasting an advertising equivalency of $8,250 • October 2018 – March 2019 o YTD PR Impressions – 149,518,302 o YTD PR Media Value – $381,736
Paid Media • While some media efforts were activated prior to the brand launch, a larger focus has been placed on driving brand awareness of Florida’s Sports Coast and engagement for the destination o Paid media efforts span digital media, paid search, outdoor (highway billboards), the Tampa International airport, print and social media. • Year to date, paid search in particular has delivered over 94,000 impressions and 7,403 clicks o These results have led to 6,217 visits to the website, accounting for 19.12% of traffic o Our click through rate (CTR) of 8% is above average (average CTR is around 2%-3%), a great indicator that users find our paid search ads helpful and relevant o The campaign is optimized for relevancy and user engagement - users who stay on the site, browse pages, engage (sign up for emails, click on social media buttons, visit contact us page, etc) • Paid digital efforts through campaigns with Sojern (programmatic), Expedia, Trip Advisor and Tampa Bay Times have delivered 2,502,104 impressions, 2,064 clicks and 1,577 site conversions since the launch of FLSportsCoast.com o Since launch, digital display can be attributed to 40% of total site traffic
Social Media • Social media channels have experienced consistent growth across the past 6 months in all KPIs o Total followers increased by 3,148 across all platforms (a 20.48% increase), resulting in 16,800 total followers to date o Organic content garnered 258,741 impressions and 27,439 engagements across all platforms o Paid ads reached a total of 171,363 potential visitors, driving 895 clicks to the website and 971 new followers • In particular, images of the stilt houses and Florida’s Sports Coast brand launch messaging have been the highest performing content year to date Attachment 3
Florida’s Sports Coast
2019 OOH POPs
Creating Dramatic Results Logan Bulletin #006b E/S I-75 .5 mi N/O SR
2 • Creating Dramatic Results • Outfront Digital Bulletin #390296C I-75 .50 mi N/O Sr-60 Brandon W/S F/N
3 • Creating Dramatic Results • Lamar Digital Bulletin #40070 N/S I-4 1.4 MI. E/O 33 W/B
4 • Creating Dramatic Results • Tampa Airport Unit #TPA-1C-TFD-1 Concourse C. Targets departing and arriving passengers.
5 • Creating Dramatic Results • Tampa Airport Unit #TPA-1C-TFD-2 Concourse C. Targets departing and arriving passengers.
6 • Creating Dramatic Results •