November 25, 2013 Tourism Staff Reports 10 a-g 1 of 33
DIRECTOR’S REPORT
Recent Activity- October-November 2013
Beach Renourishment project discussions with Coastal Zone Management
Meeting with Superlative Group re: potential corporate sponsors for sports facilities
World Travel Market- London- meetings with tour operators and journalists:
Jessica Jackson, TUI Specialist Air Berlin Fort Myers Airport Fort Myers CVB Andrew Lambert, Trailfinders Alison Leslie, Virgin Holidays Linda Dixey & Guy Novak, US Airtours Karen Niven, Bon Voyage Finola Cunningham, U.S. Commercial Service Trade Specialists (Ireland) Caroline Donaldson, Barrhead RJ Donovan, U.S. Commercial Service Trade Specialists (Germany) Geoff Dobson, Tropical Sky John Bowden, THG Holidays Cath Pusey, America as you like it Melissa Tilling, Funway Holidays International Gemma Pascall, BA Holidays Sally Parker, BMI Publishing Trudi Pearce, Responsible Travel Ken Gill, Today‟s Golfer & Golf World Ian Ross, Travel Spike Stewart Gough, U.S. Commercial Service Trade Specialists (UK)
RESEARCH MEETING ATTENDEES:
BA HOLIDAYS – Gemma Pascall and Mark Tanner
MEDIA BREAKFAST – Lauren Jarvis and Lynn Houghton
VIP TOUR OPERATOR LUNCH – Andrew Bird, Purely America Claire Reynolds, Kuoni Melissa Tilling, Funway Travel Casey Hurford, Letsgo2 Emma Lenanton, Infinity Holidays (Flight Centre)
TRAVEL AGENT TEA – Jenny Jackson, travel-pa.com
November 25, 2013 Tourism Staff Reports 10 a-g 2 of 33
INDUSTRY PARTNERS DINNER – Gerry Boyle, Brand USA Colin Brodie, Visit Florida Maggi Smit, America as you like it David McLaren, US Airtours
Destination Marketing Accreditation committee conference calls
Website Development RFP Selection Committee
Meeting with Orbitz re: Winter campaign program
Waterside Shops Merchant meeting presentation
November 25, 2013 Tourism Staff Reports 10 a-g 3 of 33
SALES DEPARTMENT - Debi DeBenedetto
Industry Relations – Sales
Received Incentive Platinum Partners Award from Successful Meetings Publication – this is a readers choice write in popular vote Stone Crab festival participation New Product Development
Complete 2 page Meetings flyer for new print version and digital version Preparation Florida Encounter Preparation Site Global Preparation Site Fam Fams/Site Visits
4 Sites visits concluded Explore Paradise Resorts Fam completed Nov. 1-4 with 15 planners in attendance – All with open RFP’s Trade Shows
Premier Meetings Nov. 3-5 – Appointment show Elite Meetings Nov. 9,10,11 - Ritz-Carlton Naples co – hosted hospitality welcome and events All follow up complete and leads shared
New – Goal setting tool Our IDSS system incorporated a new goal setting tool that I have used for the past few months. I took the past accomplishments for RFP’s sent, Economic Impact and room nights turned definite and increased it by 10% to put in my monthly goals. Exceeded goals each month since tracking started Room nights booked over goal 1,842 66 RFP’s sent to partners- Exceeded goal Increased economic impact over goal estimated $1 Million Attribute the exceeding of goal expectations to the new shows I have been attending in the meetings market. Luxury shows, high end markets, incentive and corporate meeting planners and appointment based shows have been very productive for our specific market. We are targeting the right planners with these new shows. November 25, 2013 Tourism Staff Reports 10 a-g 4 of 33
RFP’s and Booked Business Current report dates –3 week period Oct .21-Nov. 14 We sent out -16 RFP’s leads to partners for a potential $4,362,921.61 in economic impact and 5,711potential room nights. Exceeded monthly goals. 5 groups lost to other destinations Nothing recorded as booked We are anticipating much future booked business from the Fams, sites and recent shows attended
Sponsorships RFP Enhancements
We approved 3 new requests for RFP enhancement funding for this period requesting $7,000.00 in funding. One Rfp enhancement was booked. One lost. If bookings are lost as part of an RFP enhancement arrangement, the funds are put back into reserve for future requests.
November 25, 2013 Tourism Staff Reports 10 a-g 5 of 33
PUBLIC RELATIONS & COMMUNICATIONS - JoNell Modys & Angela Aline
Activities & Projects - JoNell:
Media Events, Projects Franklin Templeton Shootout Media Day, follow up Twitter and Facebook – Greg Norman photo and quote: Greg Norman calls the 13-years for the Franklin Templeton Shootout in Naples the "perfect match made in golfing heaven." VISIT FLORIDA Los Angeles media event & follow up New York CVB Media Mission with multiple very positive media appointments SATW Canadian chapter FAM planning (Dec. 7-8) Arrange CyberAnger.com/Sports Fishing magazine FAM Nov. 7-10 Wrote two tourism columns for Fort Myers News Press Meeting with team from D.C. on International travel and business trade to Naples, Everglades Events – Planning, Publicity, Staffing PR, Social Media, Promotions for Stone Crab Festival including photography for Friday opening and early morning TV on Saturday Attend Stone Crab Festival, work CVB vendor booth Florida Panther Festival planning and advance releases of information and video Attend Florida Panther Festival, work welcome area, count attendees, assist media on-site Visitor Guide Extensive, in-depth review of all content, edits and additions of missing listings, corrections, plus final review and approval Partners: Journey Through Paradise PR, Social Media, Contest promotion Copy for CVB personalized edition of Journey Through Paradise book Prepared information kits for distribution at JetBlue meeting attended by Jack Wert Dolphin Explorer PR assistance for upcoming Sea Rescue national TV program taping Attended best-selling author lunch event at Sea Salt Referred organic produce supplier Collier Family Farms to Sea Salt re: locally-sourced produce Attended Greater Naples Chamber event at Dusk at The Ritz-Carlton, Naples Meeting with Seminole Casino PR/Marketing team Meeting with head of Naples Originals and PR for Osteria Tulia 25 the Movie – assistance to production team on b-roll, locations, PR support Ad Agency Projects Write Stone Crab Brochure copy, supervise layout, production Submitted information to Destination Weddings & Honeymoons for Paradise Coast advertorial Review and approve Destination Weddings & Honeymoons formatted advertorial Play Florida Golf editorial copy edits Florida Marinas & Boating publication editorial edits November 25, 2013 Tourism Staff Reports 10 a-g 6 of 33
Web, Social Media Request fixes for several sections including shopping Meet to discuss new site amenities, features, media center section Oversee and assign posts for Facebook and Twitter teams Update events section to boost features events Request to add listings Fall For Fun web page content development, updates
Activities & Projects – Angela Aline:
Admin & CVB Activities Financial transactions for communications team, p-card and SAP IDSS database updates, additions daily Daily updates and amendments to website events calendar and website listings Assist partners with website access PRSA Gulfcoast chapter meeting and board meeting Tour yacht Starship in Naples – based in Tampa, available to come here for large events Itinerary for Margit Boeckh FAM with Germany’s SRT touristic news service Checking availability for itinerary for photographer Joerg Modrow with Dumont Travel Guide Florida in our area February 25-27, 2014 Referred inquiry to GreenLinks Golf Villas for “long stay” properties to profile for Bobbi Holman, member of the European Golf Writers Association based in Sweden, coming here to research coverage
CVB PR team – JoNell/Angela/Buzzy: Met with 25 the Movie production team to discuss: Locations PR assistance and recommendations for local PR practitioners Social media Communication with local restaurants, food purveyors, to “sponsor” feeding cast & crew Promoting Naples as a feature film-friendly destination Met with PR/Marketing team at Seminole Casino Assisted with Alan Maltz CityFest presentation at Chez Boet Worked at Stone Crab Festival Attend beach Renourishment project meetings, update website Journey Through Paradise PR, Social Media, Contest promotion Staff meetings Conference calls with Miles Partnership – Website, visitors guide Status calls with LH&A to review media relations projects November 25, 2013 Tourism Staff Reports 10 a-g 7 of 33
News Releases
What’s new with hotels, restaurants, attractions for 2014 – for World Travel Market What’s new with hotels, restaurants, attractions for 2014 and destination overview – for Los Angeles VISIT FLORIDA media mission What’s new for 2014 – for VISIT FLORIDA North Carolina media mission – we weren’t selected to attend but paid to have press release on the media leave-behind materials Florida Panther Festival pre-event releases Five Area Resorts Receive Conde Nast Traveler 2013 Reader's Choice Awards Paradise Coast Named IAGTO N.A. Destination of the Year o Provided UK release version to team there and for use by IAGTO o Finalized N.A. release version – held until after the award presented in Nov. Rob Metz joins sports marketing team Meetings Update for use at VISIT FLORIDA’S Florida Encounter annual meeting planner show Forwarded Skunk Ape’s press release about Discovery Channel pilot airing to area media
Other Media Submissions
UK & Germany CVB offices: Statements and updates on Government Shutdown impacts Fort Myers News-Press: Two by-lined Collier Tourism columns for October and November each Destination Weddings & Honeymoons: info to editor for writing our sponsored advertorial section; submitted approval upon final draft. National Geographic – Joel Sartore: Invitation to appear at FL Panther Festival or to assist with trip to our area for Photo Ark project (not available this year, may work on a paid appearance for next year in conjunction with Defenders of Wildlife). Midwest Living – Allie Knap (fact checker): Confirmed story details for destination feature on Naples/Marco Island, confirmed photos, requested clarification on statement re: “impossibly blue waters nearly four years after the Gulf oil spill” clarify that no oil ever reached our waters. Associated Press – Florida News Bureau: submitted event listings for the Florida Daybook, the AP’s list of newsworthy happening that they distribute to all south FL media. Submitted Cracking of the Claw at opening of Stone Crab Festival; and Stone Crab Festival weekend event. Associated Press – Florida News Bureau: submitted Florida Panther Festival event information Associated Press – photo submitted of Stone Crab Festival opening for wire distribution ESPN Southwest Florida – Reel Talk: Submitted information on Conservations Collier/FWC Youth Hunts at Pepper Ranch Preserve; Naples Bay Christmas Boat Parade; Everglades National Park & Big Cypress reopened; license-free fishing day Oct. 12; Nat’l Seafood Month specials at Bayside for licensed Florida fishermen; stone crab festival 2014 Official Florida Travel Industry Guide: Destination update and what’s new for 2014; Jack Wert comments; Cathy Christopher comments and travel agent incentives. 2014 Official VISIT FLORIDA Guidebook: Provided destination update and JoNell Modys quotes Travel + Leisure – Submitted information on culture and shopping to writer Rebecca Kleinman. NBC-2 – information and JW interview, strong tourism numbers for both int’l and domestic as reported at Oct. TDC meeting Regional media outreach – Information, photos, video for use in promoting FL Panther Festival Fox 4 – assisted with interview, referral to area business impacted by Federal Gov’t Shutdown November 25, 2013 Tourism Staff Reports 10 a-g 8 of 33
Official Florida Travel Guide for Dreamscapes, Canada – photos for Paradise Coast section Top Gear – video b-roll for Collier County segment Fort Myers News-Press – Forwarded Winds Across the Everglades ‘reunion’ showing for story consideration Fort Myers-News Press – provided tourist tax figures for past ten fiscal years 25 the Movie – video b-roll that may be used in the film
Major Story Clips:
Pilot Getaways magazine feature on Marco Island Sotheby’s South Florida Blog Extensive coverage of Beach Renourishment Extensive coverage of Fed. Gov’t Shutdown Great local coverage of Stone Crab and Florida Panther Festivals Media familiarization trips:
Jan Maizler: CyberAnger.com; Sports Fishing magazine; Florida Fishing Flats online & social – CVB arranged stay at Lemon Tree Inn Nov 7-10, resulting in multiple online and social media placements with more expected.
Steve Waters, Ft. Lauderdale Sun-Sentinel – Assistance with fishing guide for a story about Naples area fishing
Upcoming Press Visits: Margit Boeckh: Margit researches for SRT which is Germany’s biggest touristic news service (over 50 daily newspapers and magazines, websites and external editorial departments will be supplied). Angela in communication with our German representatives regarding a 2-night stay in Naples for Ms. Boeckh at the end of November. Her accommodations have been secured, and work will take place on compiling her itinerary as we get closer to the date.
Joerg Modrow, Dumont Travel Guide Florida: Checking availability for itinerary for photographer in our area February 25-27, 2014
Sweden Golf Coverage: Referred inquiry to GreenLinks Golf Villas for “long stay” properties to profile for Bobbi Holman, member of the European Golf Writers Association based in Sweden, coming here to research coverage
Society of American Travel Writers post conference FAM December 7-8 – itinerary includes stay at Bellasera, trip on Dolphin Explorer, guided bicycle ride downtown Naples November 25, 2013 Tourism Staff Reports 10 a-g 9 of 33
DIGITAL Buzzy Ford Attended digital/mobile/social conference in conjunction with Google.
Website:
• Continued updating partner listings • Assist Partners with website listings • Constructed & Launched “Stone Crab Festival / Fall For Fun Info Page • ParadiseCoast Website redevelopment is on track. • Header page is almost finished • Began merging listing data into the new CMS
• Promotions:
• “Play with a Pro in Paradise”
• Promotion will run from 10/16 – 11/08
• Fans will be asked to visit the “Athletes in Paradise” Facebook page, and enter to win.
• Fans can also register to win during the October 07 – 13, ASA Championship in Cary, North Carolina.
• Contest to be promoted through print, Facebook, Twitter, and E-Blast.
• Grand Prize: “CME LPGA Golf in Paradise for Two Package”
• Contest Winner and guest to receive:
• Pairing with an LPGA Tour Professional
• One (1) Pro-Am gift bag and team photo
• One (1) Pro-Am contestant badge (valid as grounds pass entire week)
• One (1) Pro-Am guest badge (valid as grounds pass entire week)
• Two invitations to Pro-Am Pairings Party
• Hospitality Tickets November 25, 2013 Tourism Staff Reports 10 a-g 10 of 33
• One Clubhouse Parking Pass (valid on your day of play only)
• Double Occupancy hotel accommodations for two (2) 11/18 – 11/24
• Southwest Airlines Round Trip Airfare for two (2)
• Alan Maltz “Journey Through Paradise”
• The Naples, Marco Island, Everglades Visitors and Convention Bureau are teaming up with renowned Fine Art Photographer Alan S. Maltz, for the launch of his new book “Journey Through Paradise”.
Promotional Social Media Activity
• 10/21 – 10/27 Promote Alan Maltz display table will be at the Stone Crab Festival with a special preview of his new book “Journey Through Paradise” • 10/21 - 11/02 Promote “Meet the Artist” event at the Museum of the Everglades • 11/02 – 11/20 Promote Collier County Museum Reception • 10/21 – 12/31 Conduct “Your Journey Through Paradise” Contest
Contest will solicit fans to follow “Florida's Paradise Coast” on Pinterest.
Contestants will be asked to create their own board called “Journey Through Paradise” and pin what their own Journey though Paradise would be like.
Contestants will be judged by overall appearance and creatively of their “Journey Through Paradise” board.
On 12/31 Alan will personally select a total of five (5) winners. All winners will receive an autographed copy of “Journey Through Paradise”. One of the five winners will be selected for the “Grand Prize”
Grand Prize to include:
o One (1) day field trip for two (2) with Alan Maltz. Winner joins Alan in the field for a day of photography.
o One (1) medium sized framed image (31" x 41")
o Two day (2) three night (3) stay hotel accommodations for two (2) (double occupancy)
o Promotion to be featured on Facebook, Twitter, Instagram, Pinterest, CVB Website, and through a link to the Alan Maltz e-commerce website. November 25, 2013 Tourism Staff Reports 10 a-g 11 of 33
• Social Media:
• Facebook:
• Increased page likes to over 7,695 Likes
• Continued Engagement growth
• YouTube:
• Updated videos
• Twitter:
• Continuously researching people to follow
• Overseeing Twitter content
November 25, 2013 Tourism Staff Reports 10 a-g 12 of 33
FILM OFFICE – Maggie McCarty
PRODUCTION NOTES . LPGA CME Group Titleholders – broadcast coverage Tiburón Golf Resort/Ritz – Nov. 18 – 24/ worked with Moving Picture Co. to secure crew
. “Hybrids” – independent feature film This production is the first Collier production to be awarded the Florida Entertainment Tax Incentive. The company has retro-fitted a local structure into a sound studio with built out sets, wardrobe/hair & makeup facilities, dressing rooms, etc. The production wraps on the Peter Anthony Group project on Nov. 19, 2013
. Naples Illustrated - print Magazine layout utilized Lowdermilk Park location to showcase a feature article on a local chef.
WORKING LEADS . BioTherm – tv commercial . Sony Television – tv series Initial NY/IFP inquiry looking for beachfront inn forFX serial
. 25 – working title indie film Initially met in July with writer/producer. Some casting complete. Assisted with locations December projected start date .
. TNT – tv series Location inquiry and request . Pigusa – tv commercial (Japan) Location inquiry and request through the State Office of Film & Entertainment
. SON – indie film Nov.2013 start date Assisting with local crew and locations
. Let It Play Prods – indie film Met up at IFW with director, Nov. 2014 start date possible
. Debbie Krilich Prods. – still shoot Chicago producer seeking lifestyle images for upcoming campaign November 25, 2013 Tourism Staff Reports 10 a-g 13 of 33
. SSR Productions – tv series . Selection Productions/Miami – tv commercial High end cosmetics seeking beach locations . Valencia Motion Pictures – indie film On hold until Fall “13
. Jim Davis project – indie film LOIs for prime roles in place, financing pending
. KCS Prods. – indie film Crew hires has begun - start date moved to May 2014
. Brand USA – video December shoot for five-day shoot in Collier locations
. Marcy Orth Locations - video
OPERATIONS . Issued film permits . Location library upload . Lead/inquiry response . Monthly Revenue Tracking Followed-up with activity worksheets to clients Recorded data . -Opened a production file for each inquiry . Create content for social media (Twitter, FaceBook, LinkedIn) . Prepared production brief for legislative delegation (Pg 4-5) . Coordinating production event in London to coincide with BVE Production Show, Feb. 2014 Working with CreativeLoop London to develop a focused networking even with U.K. industry executives
MEDIA . Gulfshore Business magazine Dec.highlight past year in production . Naples Daily News Article on local production activity filming of “Hybrids” http://www.gonaples.com/news/2013/nov/14/cinema- c i t y- ave-maria-provides-backdrop-filming/?partner=RSS November 25, 2013 Tourism Staff Reports 10 a-g 14 of 33
MEETINGS/CONFERENCES/MISC. . Naples International Film Festival . Pelopidas Productions Met with Media Director regarding possible business satellite in Naples
. Set visit- “Hybrids”
The Shamrock Bank building at Ave Maria serves as the studio space for sets on the feature film, “Hybrids” A monitor allows the producers to watch the scene being shot just outside the set
Florida’s Entertainment Industry Financial Incentive Program
In recognition of the significant job creation and economic impact on the State of Florida derived from the film, entertainment and digital media industry, Legislative support is needed to continue funding support and to gain a long-term commitment to Florida’s Entertainment Industry Financial Incentive Program.
The Florida Entertainment Industry Financial Incentive program was forecast to have a $4.1 billion impact on our State’s GDP over its’ lifetime of 2010-2016.
The estimated ROI for FY 2011/2012 was $4.7:1 when State and Local tax revenue effects of production spending and film-induced tourism were taken into account.
November 25, 2013 Tourism Staff Reports 10 a-g 15 of 33
The following is a summary of Florida’s Entertainment Industry Financial Incentive Program FY 2010/2016 (dated June 25, 2013):
302 projects certified
193,375 job positions for Floridians
$955,340,645 in wages for Floridians
$1,609,717,907 in Florida qualified expenditures
258,393 lodging/hotel room nights
Florida’s Entertainment Industry Financial Incentive Program began on July 1, 2010 and sunsets June 30, 2016. The program has received allocations from the Florida legislature totaling $296 million through 2012. The majority of those funds are currently certified and last year the Florida Legislature failed to allocate additional funding for the program despite its obvious success in the past.
Lack of funding and consistency has contributed to the loss of numerous projects to other states and will soon lead to a significant loss of workforce and infrastructure in the film and entertainment industry in Florida.
Every public dollar invested in film, entertainment and digital media production creates immediate jobs and triggers the spending of significant amounts of new money in our local economies throughout the State.
An investment in film, entertainment and digital media production is an investment in strengthening Florida’s economy now and for the future. In fact, the Florida Entertainment Industry Financial Incentive program is forecast to increase the state’s gross domestic product (GDP) at a rate of $15 for every $1 of public money invested.
Florida’s film, entertainment and digital media production industry has created numerous economic and fiscal benefits that extend beyond traditional production-related activities including:
Increased tourism due to prominent placement of our state’s tourism assets in popular television shows and films;
Development of industry infrastructure and ancillary service providers;
November 25, 2013 Tourism Staff Reports 10 a-g 16 of 33
Creation of high-skill, high-wage jobs for existing and developing workforce, which supports more jobs for Floridians.
It is critical that Florida Legislators adequately fund and support the efforts to cultivate and grow film,
November 25, 2013 Tourism Staff Reports 10 a-g 17 of 33
SPORTS MARKETING – Chris O’Brien
Hosted Events
STX Paradise Shootout Boys Lacrosse, 11/9/2013 -11/10/2013,3,000 visitors, 1500 room nights and $750,000 in direct spending.
Winter National Senior Softball USA, 11/8/2013 – 11/10/2013, 780 visitors, 400 room nights and $234,000 in direct spending.
Gulf Coast Men’s Showcase, 11/25/2103-11/27/2013, 600 visitors, 800 room nights and $360,000 direct spending.
Gulf Coast Women’s Showcase, 11/29/2103-12/01/2013, 600 visitors, 800 room nights, and $360,000 direct spending.
Anticipated Totals 4,980 visitors, 3500 room nights, $1,704,000 direct spending
Booked Future Events
EVP Pro Tour Women’s Pro Am, 5/24/2104, 50 visitors, 25 room nights and $15,000 direct spending.
Mad Lax Lacrosse Tournament, 6/21/2104, 900 visitors, 450 room nights and $210,000 direct spending.
Anticipated Totals 950 visitors, 475 room nights, $225,000 direct spending.
Development Activities
Attended TEAMS Conference (Travel, Entertainment and Management in Sports) meet with National Governing Bodies to discuss future events.
Finalized BMX contract for February event with Sunshine Sate BMX Association and toured Wheels (BMX) at the Golden Gate Community Center. Event will bring 300+ riders to for a state regional.
Met with directors of Winter National Senior Softball Tournament at North Collier Regional. Event held in partnership with Lee County. One hundred and thirty two teams played in this Winter National event.
November 25, 2013 Tourism Staff Reports 10 a-g 18 of 33
Attended Paradise Shootout Lacrosse Tournament. Event run by Corrigan sports enterprises at NCRP. 49 lacrosse teams; 1000 high school boy’s lacrosse players and families from 6 states.
Met with Chuck Roth of the Naples Rowing Club. Visited rowing club site at Gordon River and discussed opportunities for training.
Conducted site visit at Sugden Regional Park for water events such as Pro Watercross and Hydro X Tour.
Visited with staff at the Sanchez-Casal Tennis Academy at Naples Bath and Tennis Club to discuss current and future events.
Assisted BD Global Corporation with logistics for 2013 Thanksgiving College Basketball Tournament at Germain Arena, the event bringing 16 collegiate teams over 2 week period.
Met with Naples Beach Hotel and Golf Club to discuss potential sports events such as volleyball and golf tournaments.
Researched USA Triathlon Duathlon National Championships and venue requirements.
Attended CME Titleholders LPGA event
Contacted Corrigan to discuss new date for 2014 and meet with staff at Paradise Shootout event.
Met with Naples Holiday Basketball Shootout organizers to discuss promotion and December tournament.
Attended USSSA Conference in Fort Myers to meet with USSSA directors in softball.
Hired Rob Wells for Sports Tourism office of the Convention and Visitors Bureau, introduced him to Parks and Recreation staff.
Researched Ultimate (Frisbee) events and summer football camps and combines for North Collier Regional Park
November 25, 2013 Tourism Staff Reports 10 a-g 19 of 33
OMMAC- UK REPRESENTATIVES- Oonagh McCullagh
HIGHLIGHT OF THE MONTH:
World Travel Market: OMMAC has been actively working on securing appointments ahead of World Travel Market (WTM), a huge four day UK event (4th -7th Nov) for the global travel industry, taking place at London‟s Excel exhibition center. The event aims to increase tourism trade deals, international networking with travel professionals, buyers and providing travel business intelligence. OMMAC has secured more than 30 appointments with key UK tour operators to include Virgin Holidays, TUI and BA Holidays, as well as meetings with Air Berlin and the Ft. Myers Airport and the Ft. Myers CVB. OMMAC will join Jack Wert from the CVB in attending various networking events throughout WTM, such as the Virgin Holiday Reception Awards, Visit Florida Networking Dinner and the Visit USA briefing.
MARKET UPDATE:
American Airlines posts record profit. AMR Corp, the parent company of American Airlines, has posted its highest ever quarterly profit of more than half a billion dollars. For the three months ending 30 September 2013, the airline generated net profits of US$530 million – an improvement of US$420m compared to the same period last year. Revenues climbed 6.2% to US$6.8 billion – another quarterly record – while operating expenses decreased 3.9%, saving the company US$248 million. The company‟s chairman, president & CEO, Tom Horton, attributed the performance to “the hard work of the entire American team”, who will be rewarded for their efforts with a profit-sharing pay out. “We are pleased to report our highest quarterly net profit in American‟s history,” said Horton. “Continued execution on our product, network and alliance strategy, combined with cost efficiencies from restructuring and fleet renewal, creates strong momentum towards our planned merger with US Airways. And we are especially pleased to set aside US$59 million this quarter in expectation of making our first profit-sharing pay out since 2001 to our people who have done so much to put American back on top. “American‟s passenger traffic, measured in revenue passenger miles (RPM) increased 2.4% during the third quarter. And although this was slightly behind a 2.9% expansion of the airline‟s available seat capacity, average cabin load factors remained at a strong 84.3%. The company expects capacity to rise approximately 3.5% in the fourth quarter of 2013.
US luxury travel website comes to UK. Growing USA-based travel website Luxury Link has now launched a consumer website to the UK market.The company‟s portfolio includes more than 1,000 hotel, cruise and tour options and is “inclusive of deluxe amenities and experiences that are unattainable elsewhere”. Its CEO Scott Morrow said the move comes as the luxury market continues to grow in the UK. “Luxury Link goes above and beyond to meet the requirements of the most discerning travellers. To launch in the UK, where there is a flourishing luxury travel market segment, this latest development was an obvious next step for us,” he explained. “Today, sophisticated travellers are looking for effortlessly bespoke stays, maximised moments and exceptional experiences. Unlike most travel websites which offer only standard room options, we work directly with our hotel partners to provide unique stays – at exceptional value – in the highest category of rooms available, whilst also including premium extras such as multi-course meals, spa services and airport transfers for an overall luxury November 25, 2013 Tourism Staff Reports 10 a-g 20 of 33
experience,” he added. Luxury Link initially launched a global site with offices in Los Angeles and New York in 1997.
Direct sales help TUI outperform the market. More direct sales are helping TUI Travel to outperform the market, with the travel giant confident of boosting annual profits by at least 11% this year. Direct distribution sales in the UK and Nordics for summer 2013 reached 91% and 89% respectively, compared to 90% and 87% in 2012. Online sales now account for 48% in the UK and 70% in the Nordics, compared to 45% and 68% last year. In a trading update today, TUI said its strong summer 2013 had also been helped by higher demand for its 'unique' product. Year-on-year, bookings of 'unique' holidays in the UK, Nordics and Germany increased by 13%, 11% and 5% respectively. In the UK, overall revenues rose by 8%, and by 10% in the Nordics. For winter 2013/14, TUI has sold approximately 31% of its overall mainstream programme, with average selling prices across all key source markets up year-on-year. It said the winter programme in Egypt is being reduced significantly and capacity is being increased to other destinations. "Demand for unique holidays during the winter 2013/14 programme remains strong," it said. "This highlights the importance of not being a commodity-led business, especially given the uncertain environment in which we operate." Combining this with our flexibility, continued focus on rigorous business efficiency at all levels and refinement of aviation requirements and accommodation costs, means we are well positioned to continue to deliver on our five-year roadmap guidance of 7% to 10% annualised underlying operating profit growth." The group will announce its preliminary results for the year ended September 30 on December 10.
UPCOMING EVENTS
DATE SPECIAL EVENT LOCATION
3 November Virgin Holidays WTM Reception London
4-7 November World Travel Market London
4 November Visit Florida: WTM Florida UK night London
MARKETING/SALES/PROJECTS & ACTIVITIES:
TOUR OPERATOR ACTIVITY Tour Operator Research Meetings, 7th – 8th November 2013 OMMAC have secured appointments with key contacts within the UK travel industry for Paradise Coast, ranging from key trade and consumer media, to a range of tour operators, to travel agents and industry partners such as Brand USA and Visit Florida. The appointments will take place over the two days following WTM, involving Oonagh McCullagh, Jack Wert and Walter Klages with the aim to undertake research with these key contacts to better understand the UK market. November 25, 2013 Tourism Staff Reports 10 a-g 21 of 33
VISIT FLORIDA World Travel Market Networking evening, London, UK, 4 November OOMAC has confirmed their attendance at VISIT FLORIDA‟S evening event taking place at London‟s Quaglino‟s restaurant, providing an opportunity to network with key contacts from the Florida, UK and Irish travel industry.
North America Travel Service & Key to America FAM Trip OMMAC have been approached to assist with a NATS tour operator FAM Trip in November, for 8 of their sales staff. The group were keen to do a Trolley Tour so we liaised with the CVB and Naples Transportation to get this set up. The group will be picked up from the Ritz Carlton on 11th November.
Travel Counsellors: The UK‟s independent travel company „Travel Counsellors‟ who offer a personal travel service has approached OMMAC to request literature following recent interest to Naples, Marco Island & Everglades. OMMAC has responded, sending maps and guides of the destination. We are also in the process of researching restaurants to recommend within the Naples area for their client to dine on Christmas Day.
TRADE EVENTS
International Golf Travel Market, Costa Durada, Spain, 11th – 14th November (IAGTO) OMMAC are in the final stages of preparations for this year‟s IGTM awards, which we will attend on the above dates. We worked with Paradise Advertising to successfully submit a short video of our destination, to be shown when we are announced as the winner during the ceremony. Prior to the awards IAGTO will be hosting a press reception and photographs for the IAGTO award winners. We have worked with the CVB to pull together a press release for distribution on the evening of Thursday 14th November. Separately to the press release, IAGTO also puts its own press release and has requested comments from Jack Wert on what it means for CVB to win an award.
“We are extremely honoured to be designated Golf Destination of the Year for North America by the IAGTO membership. We were thrilled to host this year‟s IAGTO North American Convention, to showcase our breath-taking golf and beach resorts to the best golf tour operators in the world. With 90 world-class golf courses, 1,620 golf holes, half a million yards, and designer names like Jones, Norman and Player, it is no wonder that we are known as Florida‟s Golf Paradise. This award will greatly enhance our ability to showcase world-wide all that Florida‟s Paradise Coast has to offer golfers and their families year-round.”
November 25, 2013 Tourism Staff Reports 10 a-g 22 of 33
Visit USA UK Roadshows: London Gatwick, Cardiff and Manchester, 26 – 28 November OMMAC has secured their attendance on behalf of Paradise Coast for the upcoming Visit USA 2013 roadshow events taking place in London, Cardiff and Manchester, where we will be sharing a stand with Fort Myers. OMMAC are in the process of pulling together details ahead of the roadshow, providing information and questions for the pre-dinner entertainment including 3 unique selling points about our destination and product related questions for the trade to answer.
The London Golf Show, UK, 8 – 10 November 2013 OMMAC has been working with Gary Jones, President/CEO of Destination Media who has produced a new Golf Guide specific for the UK. The Paradise Coast CVB has secured two pages of editorial and an advert in the guide to be distributed at the London Golf Show and other international golf shows. Gary will be attending the show to promote our region. Other Florida partners will also be in attendance - PGA National Resort, Grand Resorts of Florida, Palm Beach CVB and Florida‟s Coast of Golf. We worked with Gary to deliver extra Paradise Coast collateral, such as maps and destination guides to the show.
TRADE MARKETING/PROMOTIONS
OMMAC has received a request from „Groupe ESC Troye‟, a school in France, whose staff have requested promotional material, as they are organizing an international event at their business school in November, to help promote studies abroad to their French students. OMMAC has organized for posters, DVDs, maps and guides to be sent to France ahead of the event via our UK Shipping Mailing House.
Golf Monthly image request – Golf Monthly is the UK's biggest golf media brand and has been in contact with OMMAC to request images for their golf travel piece based around the nominees for the upcoming IAGTO awards. They have requested images of the golf courses in Paradise Coast to be used for the copy which is expected to be seen by around 100,000 people.
OMMAC has been approached by DiaMonde, a sales and marketing based company, who have been contacted by Bobbi Holmen, editor for the Bobmen Report. They are asking for assistance and lodgings for Golf writers. As Bobbi Holmen is based in Scandinavia, we are not familiar with the writer or his publication, so we have made contact with our partner agency in Scandinavia to see if they can add any insights as to the value of the opportunity.
November 25, 2013 Tourism Staff Reports 10 a-g 23 of 33
PUBLIC RELATIONS AND SOCIAL MEDIA ACTIVITIES:
CONTACT ACTIVITY RESULT
IGTM Press Release, 11th – In advance of the IGTM IAGTO have been given the press 14th November Golf Event taking place in release and will distribute it to their November, OMMAC media database, and OMMAC will do the worked with the CVB to same once we are announced as winners deliver a press release on Thursday 14th November. announcing Paradise Coast as the winning destination for North America 2014. Lauren Jarvis Coverage following on Following her trip earlier this year, National Geographic from Lauren Jarvis‟s press Lauren has written a piece for Magazine trip to Paradise Coast National Geographic Traveller online Unique users: 65,000 „Celebrating 500 years of La Florida‟
Social Media: Develop the Paradise As we head into the key visitor season for Facebook and Twitter Coast UK Facebook page Paradise Coast, we are keen to and Twitter account. implement a Facebook advertising campaign to grow our UK fan base. We are in the process of ensuring that we are engaging with all our UK tour operators, travel agents and media partners through Facebook and Twitter. We continue to post inspiring and engaging posts and images through the social media channels. Estimated Value Summary of Leads/Activity
Lead /Activity Media – Value Potential Room Economic Impact $ Nights National Geographic $207,792 Traveller online
November 25, 2013 Tourism Staff Reports 10 a-g 24 of 33
DIAMONDE- EUROPEAN REPRESENTATIVES – Stefanie Paul, Natasa Manic TOUR OPERATOR ACCOUNTS
Key Accounts Tour Operator Achievement Cost
America Unlimited Confirmed marketing campaign for March USD 6,000 2014 that includes: feature in America Unlimited newsletter, sent to 140,000 consumers, 2 weeks facebook promotion on America Unlimited fanpage and Travelzoo on-site promotion. Promotion to be executed in March 14.
Secondary Accounts Tour Operator Achievement Cost
Explorer Fernreisen Supportet them with updated images of the Marriott Marco Island, LaPlaya &Parkshore Resort to be included into their new travel brochure
Explorer Fernreisen Run a “after Oktoberfest” radio promotion FOC on a local radio stream called radio “Gong” in Munich, including a raffle of a South Florida Fly & Drive for two persons including NAP sponsored by Explorer Fernreisen. Along with several radio broadcast we received an excellent FOC exposure for NAP.
November 25, 2013 Tourism Staff Reports 10 a-g 25 of 33
TRAVEL AGENTS
Sales calls: Total of 21 personal visits to travel agents in (cities) Booking Assistance: Assisted 3 agency requests on tours and accommodations Support: 1 agency with brochures , give aways, window decoration etc
EVENTS
VUSA Travel Agent Halloween Event o Dates: October 25-27 o City: Frankfurt Airport o Visit USA booth members: Hilton Worldwide, Alamo Rental Car, Intrepid Travel, New Orleans & Lousiana, North Carolina Tourism, FTI Touristik, Nevada Commission of Tourism, Las Vegas CVA, Caesars Entertainment, Visit Seattle, Travel Oregon, Rocky Mountain International, DERTOUR, Icelandair, Discover New England, Illinois Office of Tourism, Choose Chicago, Great Lakes USA, Hertz Rental Car, Air France KLM Delta, CANUSA Touristik, Visit Orlando, SeaWorld Parks & Entertainment, Visit St. Pete /Clearwater CVB, The Florida Keys & Key West, Thomas Cook Touristik o Profile /Number of attendees: 98 travel agents and US specialists from all over Germany o Feedback: Once again, Visit USA has done great in organizing the entire event. We have shared out workshop with the Florida Keys and the tour operator Thomas Cook which was a very good choice and the team was working great together. The agents were very interested until the end, although it was a long day for them. On a personal basis, we have received great feedback from the agents for the event, but also for our Naples presentations. The event remains one of the most important travel agent training events in the year. People that signh up for it have a very high interest in the USA. Also, the event allows us to reach out to 100 agents in one day only.
DiaMonde Dinner Event o Date: October 29, 2013 o City: Nuernberg o Profile /Number of attendees: 29 senior travel agents and owners November 25, 2013 Tourism Staff Reports 10 a-g 26 of 33
of high potential travel agencies based in Nurnberg and surrounding. Mostly all high producing agencies of the premium brand DERTOUR Deluxe. o Feedback: It was an exclusive event held in a beautiful setting and Michelin star Restaurant located on the outskirts of Nurnberg city center. The Restaurant is very popular and have we received, during the course of the event, positive feedback for selecting such a great quality and warm-hearted venue. In addition, we have received wonderful feedback that the agents thoroughly enjoyed the product presentations, the emotional elements and personal stories that we incorporate and the warm hospitality. We have also followed through after the event with a thank you note as well as a Facebook post with some photos of the evening.
Agents commented that the booking season has quieted down slightly, also now during the fall school holiday period. They are already starting to receive enquiries for summer travel in 2014, however the tour operator brochures are not out as yet – only due middle of November. Trendy destinations remain the USA, Middle East, Asia and Europe (especially with the start of the winter season).
Registrations / Preparations o Preparation for VUSA Halloween Event (Oct 2013) o Preparation for Visit Florida training session and dinner in Paris (Nov 2013) o Preparation for consumer show TC Leipzig (Nov 2013) o Preparation part 1 for Visit USA seminar in Zurich (Feb 2014) o Evaluation of participation at the BT Expo in Belgium: In accordance with our research and feedback from other CVB partners who have been participating in previous years, we declined participation for this year as the investmenst did not justify the expected outcome. We agreed with JW to do a sales trip to Belgium instead, visiting our key partners for meetings and destination trainings. The trip is planned for 2014.
November 25, 2013 Tourism Staff Reports 10 a-g 27 of 33
MARKETING
Type of Activity Details Cost
Sunshine State We have shared the news about the foc Network Stand Up Paddle Board Tour and the Stone Crabs Season with them which has resulted in two articles on their bi-monthly newsletter as well as an inclusion on their website among “insider tipps”.
Air berlin We have received and forwarded ti air berlin a 3 nights stay voucher sposnored by the Naples Bay Resort to be included in their campaign raffle. The Saturn TV spot was received and approved.
Visit Florida Blog Post Through Visit Florida Germany, we could foc place a blog post about the Stone Crabs festival in Naples on the web blog, which was also shared on their facebook fanpage.
Dedicated TA We have sent out a NAP dedicated newsletter newsletter the 3036 travel agents in Germany, Switzerland and Austria. The newsletter featured the start of the Stone Crabs Season, the Turtle Nesting, as well as the Manatee Tours. Please find a copy of the newsletter attached.
Brand USA Received another offer for a media - campaign, which we have declined, as the return on investment, as well as exposure is much higher on the joint campaign including Visit Florida.
Facebook # posts: 4 #fans: 5,560 November 25, 2013 Tourism Staff Reports 10 a-g 28 of 33
MEDIA / PR
Inclusion in travel magazines o Ab in den Urlaub: The travel magazine has asked for image support for a cover on dolphins in Florida. In the article you can also find a recommendation for a trip to the Everglades CONSUMER
Brochure fulfillment: 27 in total
HIGHLIGHTS IN NOVEMBER
Visit Florida training session and dinner in Paris, November 7, 2013 Consumer show TC Leipzig (participation with brochure distribution) November 20-24, 2013 Travel Agent Sales Calls in Frankfurt and Lake Constance November 18-22, 2013 Destination training at the CANUSA and Explorer Sales Offices in Frankfurt, November 19-20, 2013 Preparation consumer shows 2014 MARKET NEWS
TUI outpaces Cook in profits race (source: fvw, October 1, 2013)
TUI Travel is speeding ahead of Thomas Cook in the race to higher profits this year with diverse sales trends in their main markets.
TUI Travel slightly raised its profit outlook for the full 2012-13 year in a trading statement last week, and now expects an 11% improvement - rather than 7-10% - on last year's profits. Thomas Cook aims to fufil analysts' expectations of much improved profits this year after very low profits last year. TUI Travel highlighted the good performance of its businesses in the UK and Scandinavia where sales are up by 8% and 10% respectively this summer, including strong bookings for "unique" holidays. In Germany, TUI saw bookings drop by 6% but revenues are at last year's levels due to a 7% rise in average selling prices. This is due to stronger sales of higher- priced long-haul trips and concept hotels while sales of lower-priced self-drive holidays declined. As a result, TUI Germany is set to make a higher profit than last November 25, 2013 Tourism Staff Reports 10 a-g 29 of 33
year, according to fvw information. Analysts expect a profit margin of about 3% compared to 2.6% last year. On winter sales trends, TUI Travel said it has higher average selling prices in all key source markets. But it confirmed that it is reducing the Egypt programme "significantly" and is increasing capacity to other destinations to compensate.
Meanwhile, Thomas Cook has increased bookings by 4% this summer and has achieved higher average selling prices in all markets, it said in a trading update. But late sales were weaker than last summer when a rainy summer generated strong last-minute bookings. CEO Harriet Green expects to meet analysts' expectations of an underlying operating profit of 105 million pounds compared to just 12 million pounds last year. In Continental Europe, including Germany, sales have increased by 1% this summer with stable bookings. Condor has had a strong summer with a 3% rise in average prices and a similar rise in bookings. The UK restructuring is starting to pay off. The number of customers dropped by 3% after a 4.5% reduction in capacity but prices are 4.5% higher on average. Thomas Cook UK expects to meet its targets this year. In Northern Europe Cook's bookings are 1% below last year but average selling prices are 4% higher. In terms of winter trading, Cook said that due to "geopolitical events and warm weather across Europe", winter trading has started more slowly than last year across most markets. "However, we continue to pursue an active capacity management strategy, matching committed capacity to demand and, as a consequence, it is encouraging to note that average selling prices are up strongly in all markets," the firm stated.
Free cancellations for some holidays (source: fvw, October 16, 2013)
DER Touristik is the first German tour operator to offer customers free cancellation of some holidays due to the continuing government shutdown in the USA and the closure of some tourist attractions.
The group’s long-haul holidays brands Dertour, Meier’s Weltreisen and ADAC Reisen, who have about 5,500 guests in the USA at present, are offering free cancellations of bookings for national parks and hotels in national parks that have been closed down to the shutdown. Customers can also cancel complete tours if most of the tour involves national parks or other locations that are shut. November 25, 2013 Tourism Staff Reports 10 a-g 30 of 33
DER Touristik said it is in close contact with all authorities in the USA and is keeping customers informed about the situation. But it stressed that flights to the USA and airports are operating normally. Other German tour operators, including TUI and Thomas Cook, are following the situation closing but have not yet offered any free cancellations. More than 350 national parks as well as countless museums and other publicly owned tourist attractions, including the Statue of Liberty in New York, have been closed to visitors over the last fortnight, resulting in millions of dollars of lost revenues.
September slowdown for winter bookings (source: fvw, October 16, 2013)
Holiday bookings in Germany again slipped back significantly last month, dampening sales for the forthcoming winter season, according to market surveys.
Bookings declined for the third month in a row, the latest monthly survey of 1,200 travel agencies by market researchers GfK showed. Sales of late summer holidays were 4.4% lower last month than in the same month last year, and pushed the cumulative growth for summer 2013 as a whole down to 3.9%. At the same time, winter bookings dropped 3.3% in September after a 4.6% rise in August. Sales of winter 2013/14 holidays have slipped back to a 4.2% increase on the same time last year. According to observers, the September slump could be the result of a lack of bookings for Egypt after tour operators suspended departures and offered free re-bookings or cancellations, although many customers simply switched bookings to alternative destinations such as the Canary Islands. A similar trend was shown in the monthly survey of 2,400 agencies by services company TATS which showed that tourism sales were 1.3% lower last month after a 1.4% rise in August. Airline ticket sales dropped 2.1% last month.
November 25, 2013 Tourism Staff Reports 10 a-g 31 of 33
VISITOR CENTER REPORTS- Lori Lou Waddell
Attended first Volunteer meeting and introduction event. November 4, 2013.
Attended a dinner at Shula’s hosted by Jeff Jerome with Catering Sales Managers. November 5, 2013.
Attended first Chamber of Commerce monthly staff meeting. November 6, 2013.
Called Big Cypress Welcome Center, Oasis VIC, Everglades VIC, and Marco Island VIC to give a self introduction.
Have not spoken to Immokalee yet.
Legacy Leaders wall is being updated.
Attended Business of the Month for Harmon-Meek Gallery. November 12, 2013.
RSVP count to Palm Cottage for FAM trip for volunteers on November 19th at 10:00am. November 12, 2013.
Attended Chamber Wake Up and presentation Naples at Hilton Hotel. November 13, 2013.
Attended CVB Staff Meeting. November 13, 2013
Visit LaPlaya Beach Hotel. November 14, 2013.
Calling on Chamber Members that are restauranteurs, hoteliers and attractions for gift certificates for VIC Holiday Gifts.
Meeting scheduled with Cathy Christopher from Inn on Fifth. November 15th, 2013.
Visit Big Cypress Welcome Center and meet Jill Wilson. November 15th, 2013
Called Courtney Strong to confirm VIC Holiday Luncheon on December 10th. She sent last year’s BEO for consideration to duplicate event.
Attend Business After 5 at Talis Park November 21, 2013.
Attend Tourism Development Meeting November 25, 2013.
Attend County Commissioners Meeting November 26, 2013.
November 25, 2013 Tourism Staff Reports 10 a-g 32 of 33
VISITOR CENTER STATISTICS
Month Big Cypress Oasis Everglades Immokalee Marco Naples VIC Total Jan-11 5034 12055 2220 125 1007 2765 23206 Jan-12 6401 13,601 11,000 198 1033 4397 36,630 Jan-13 5736 13,941 9225 N/A 1163 5379 35,444
Feb-11 6986 15,564 2881 194 1546 3505 30676 Feb-12 7943 17,595 12,840 227 1465 5399 45,469 Feb-13 7950 13,542 8424 1105 1404 5605 38,030
Mar-11 5984 15,101 3100 195 1376 3536 29,292 Mar-12 7226 16638 18,300 361 1011 4383 47,919 Mar-13 8693 13632 12,991 402 1559 5015 42,292
Apr-11 3297 8810 2575 189 520 2114 17505 Apr-12 4308 9603 10,810 367 482 2685 28,255 Apr-13 5250 8389 8675 1200 750 2722 26,986
May-11 1778 5492 1600 186 448 1491 10995 May-12 2360 5660 5435 315 529 2097 16396 May-13 3009 5730 5275 350 473 2262 17,099
Jun-11 1881 4796 2235 155 445 1412 10924 Jun-12 1972 4185 4250 210 303 1435 12,355 Jun-13 2254 4153 4166 189 354 1621 12,737
Jul-11 2182 6024 5189 185 573 1664 15817 Jul-12 2417 5609 5893 250 340 1761 16,270 Jul-13 2431 4253 6835 62 413 1810 15,804
Aug-11 1895 3999 4577 207 463 1760 12901 Aug-12 1658 3991 6549 345 390 1344 14,277 Aug-13 1757 3800 5169 119 385 1647 12,877
Sep-11 1268 3881 3196 220 279 1211 10055 Sep-12 1191 3029 3893 200 268 1284 9865 Sep-13 2534 1198 3441 392 1201 8766
Oct-11 1704 5459 5035 237 481 1956 14872 November 25, 2013 Tourism Staff Reports 10 a-g 33 of 33
Oct-12 1804 4296 5683 150 306 2413 14652 Oct-13 917 2315 5206 501 1610 10549
Nov-11 2743 7734 6200 357 647 2438 20119 Nov-12 3024 7669 6816 170 530 2973 21182 Nov-13
Dec-11 5739 13,851 7962 327 682 2669 31230 Dec-12 3925 11,193 7984 180 540 2545 26367 Dec-13
FY 2011 227,592 FY 2012 289,369 FY 2013 YTD 2013 220,584