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Steve Farley Stead Family Hotels El Caribe Resort & Conference Center Jim Bazemore Perry’s Ocean Edge Resort George Karamitos Maui Nix Manoj Bhoola Chair Elite Hosp italit y Larry Fornari Sean Belgrade DB Oceanfront, LLC International Speedway Corporation Tom Blawn Vice Chair Consulting Services Blaine Lansberry Bahama House \BW Aku Tiki\ Steve Farley Stead Family Hotels El Caribe Resort & Conference Center Chris Fagan Secretary/Treasurer Ramada Inn Speedway Richard Larkin Hilton Daytona Beach Michael Benedict Benedict Advertising Oceanfront Resort Daytona Beach Area CVB Board of Directors Chair Jim O’Shaughnessy Hospitality Consulting Services Vice Chair Secretary/Treasurer Chris Fagan Frank Molnar Ramada Inn Speedway The M Group Bob Davis Larry Fornari Hotel & Lodging Association DB Oceanfront, LLC of Volusia County Budget Overview Halifax Area Advertisinggy Authority 3 Year Budget Recap *** *** In addition to these revenue sources, revenue is received from partners for co-op advertising opportunities (I.e. Visitors Guide, Websites, Print Media) which is NOT part of CDT revenue or reserve funds. Halifax Area Advertising Authority IncorporatiACing Daytona Beach Area CVB 2010-2011 Budget Recap * * Includes revenue from partners participating in Co-op advertising opportunities (I.e. Visitors Guide, Websites and Print Media) which is NOT a request for funds from Volusia country budget dollars. Daytona Beach Area CVB Propose d FY 2010 -11 Payro ll E xpenses b y D epartment Payroll Budget of $1,184,460 = 22% of $5,382,225 Total Budget National Average = 37.3% * Source: Destination Marketing Association International HAAA 2010-2011 Marketing Expense by Department Proposed Budget Total = $3,961,185 Halifax Area Advertising Authority Five Year CDT & Reserve History With % of change Year to Year Workshop May 17, 2010 What we heard from you: • Develop New Stakeholder Relationships • Leverage Resources: Both Financial and Human • Expand Support for the Ocean Center • Involve industry, businesses and citizens • Cross-Pollinate Develop a Large r Cou ntyw ide View of Tourism Work more closely as a countywide tourism team. The New CVB Tourism Leadership Volusia County, FL Janet Kersey Renee Tallevast President & CEO Executive Director Halifax East Volusia West Volusia Deborah Boyd Executive Director Southeast Volusia Homegrown Leadership = Life-long investment in our success Tourism Leadership Team Volusia County, FL • Renee Tallevast • Rick Karl Executive Director Director West Volusia Tourism Bureau Aviation & Economic Resources • Deborah Boyd • Don Poor Executive Director Director Southeast Volusia Tourism Bureau Ocean Center • Janet Kersey • Phil Ehlinger Pid&CEOPresident & CEO Director Daytona Beach Area Convention and Economic Development Visitors Bureau • Bob Davis • Kevin Sweat Directorecto Pres iden t&CEOt & CEO Volusia County Beach Patrol Hotel & Lodging Association of Volusia County Volusia County Council & Staff, Ad Authorities, CVBs and the Industry - - Working to Develop Our Highest Tourism Potential. New Team Initiatives * New Countywide Video by Deborah Boyd * DeliOiblllta Vacations Opportunity by Renee Tallevast * DBIA Air Service Group by Rick Karl * “Br ing Y our Mee tings H ome ” - Resident Program * Thanks 2 You, Volu sia! - Resident Appreciation Program Daytona Beach Area MktSMarket Segmen ts Leisure Travel Travel By Pros Quick Return Long Term Investment – 2/5 years • Beach Vacations • Meeting Planners • Family & Friends Get-away • Travel Agents/Operators • Special Occasion Travel • Professional Group Tours • MjMajor Even tTt Travel • PfProfess iona lTdGl Trade Groups • Attractions (State-Regional-Nat’l-Int’l) • Golf • Professional Sports • Cultural/Historic Franchises • Great Outdoors Leisure Market Destination Advertising Largest HAAA Allocation - Most lucrative market segment Currently Highest Generator of Volusia County Bed Tax Collections With 100% of Lodging Partners Selling Leisure Travel Main Revenue Source – Small, Independent Lodgings Marketing Allocation Destination Camppgaign$1,,,699,785 Production/Collaterals $ 455,000 Fulfillment $ 368,000 Research $ 73,200 Subtotal: $2,595,985 * CVB Industry Survey 7/10 Destination Advertising Personnel Cost $ 236,098 Total Destination Allocation $2,832,083 IfInforma tion Serv ices Advertising Jennifer Kies, Manager Nikki Malloy Advertising Manager * Database Management * Visitor Response * Oversee all CVB Advertising Publishing Efforts * Available Lodging Listings for Profile Events * Coordinate Industry Co-op Initiatives * Industry Needs * Direct Department Budget Oversight Mail Center Professional Contract Team 955 Orange Ave. * Doe Anderson, Advertising Agency of Record Jenny Parke r, Manage r * Kayyy,g Galloway, Media & Design Consultant * Dave Warren, Sandpiper Graphics - Art * Oversee all Mail Center Operations * Evelyn Fine, Mid-Florida Marketing & Research * Shipping – Mailing - Inventory * Direct Department Budget Oversight Advertising Advisory Committee Chair: Gary Brown Sun Viking Lodge Members: Angela Cameron (Hilton Daytona Beach Oceanfront Resort), Frank Molnar (The M Group), Tony Welch (Tony Welch Marketing), Larry Fornari (Fornari Consulting), Libby Gallant (h(Daytona Beach Resort & Con f)ference Center), Sharon Norris (Perry’s Ocean-Ed)dge Resort), Stanley Obrochta (Atlantic Ocean Palm Inn), Chris Fagan (Ramada Inn Speedway), Susan Keaveney (The Shores Resort & Spa), Blaine Lansberry (Bahama House), Julie Giese (Daytona International Speedway). MtiMeetings: Bi-MhlMonthly In-depth Review of Plan Details/Measures Trend Match Enhancements Recommendations Attended By: Industry Members Citizens Local Agencies Elected Officials Interested Groups Destination Advertisinggpg Campaign Fully-Integrated Media Plan Utilizing: • TlTelev iiision – PiPrint - Internet - PiPromotions - PbliRlPublic Relati ons Target Markets: Target Segments: •Florid a - SthtUSSoutheast US – NtiNationa l – •FilFamily – couples – Canada - UK •Boomers - Seniors Television Continues to be the prime driver of consumer interest. 2010 D ayt ona B each ad s: • Raninover60TVmarketsRan in over 60 TV markets • On nearly 30 networks • In 14 states • An d a t ot al of 11 ,794 spot s Networks: Travel Channel A&E History Family AiAnima lPll Planet T urner O xygen F ox S port s Destination Advertising Traditional Media Print Magazines Media 123 print ads in 50 publications generating 55 million impressions in the U.S. and Canada. Publications Include: * Ladies Home Journal * People Magazine * AAA Going Places *Oprah Magazine *Readers Digest *AARP Magazine *Parents Magazine *Southern Living *Atlanta Magazine *Good Housekeeping *Travel 50 +Beyond *Better Homes & Gardens *W’DWomen’s Day *VtiVacations Destination Advertising Newspaper NY Daily News USA Today/USA Today Weekend Atlanta Journal Constitution Orlando Sentinel Atlanta Neighborhood News Hometown News Lakeland Ledger Ocala Star Banner The Villages Daily Sun Newspaper Groups – National +More 155 publications nationwide Generating over 33,262,004 impressions Destination Advertising Special Promotions Specialized print programs: *Spring Newsletter 75,000 *Sun Saver Coupon Book 75,000 *Summer Newsletter 100,000 *Visitors Guide 225,000 *2nd Summer Newsletter 281,335 *Canadian Sand dollar 281,335 *Fall Newsletter 45,000 *Share The Heritage 10,000 *NEW OliOcean Inclusions TOT AL = 1, 092, 67 0 Destination Advertising Online Marketing Search – Online Advertising – E-News Search Engine Marketing Online Advertising Paid Search AJC.com ((g,Google, Yahoo, ,g) Bing) DestinationTV.com Expedia.com Search Optimization GordonsGuide.com Kayak.com Lead Generation Orbitz.com TravelInformation.com OrlandoSentinel.com Travel Spike Network TravelAdNetwork.com Travelocity.com Email Marketing TripAdvisor.com Visit Florida E-newsletters Video Egg E-News CVB E-newsletters VirtualTourist.com Impressions: Special Event E-blasts VisitFlorida.com 42,371,000 * NEW Ocean Center Inclusions WeJustGotBack. com Destination Advertising Billboard ¾ I-95 south of S.R. 40 ¾ Orlando – Buena Vista, Orlando Lakes, Kissimmee ¾ Delivering 4,786,400 impressions Rack Service: Visitors Guides ¾ Statewide Racks via Visit Florida ¾ Delivering 1,000,000+ impressions Destination Advertising International Market Focus Canada Print: CAA Magazine Canadian Geographic Travel Canadian Newspaper Toronto Star – Hamilton Spectator Kitchner Record – London Free Press – The Record Online: Dreamscapes GuestQuest RdiRadio: Chr is Ro bbins Ra dio News Promotions: Canadian Sand Dollars International Impressions 9,605,000 New Advertising Initiatives Visitors Guide 9 Ocean Center Advertising 9 Lovin’ it Like the Locals Do – Photos 9 Local Guest Feature Writers 9 QR Co des 9 Expanded Trails/Nature Sections Print/Electronic Newsletters 9 OCtEt&MtiOcean Center Events & Meetings 9 Fly DBIA Messaging 9 Natural Assets Promotions (Countywide) 9 Fall Festival Season 2.0 National Retail Partnerships 9 QR Code Promotions 9 Cinema Media Technology Services Department Budget Programs $181,000 Personnel $79,477 Total Technology 2010/2011 Budget = $260 ,477 *Equipment not included Professional Contract Team Nick Conte Director of Technology * Alternate Image * Doe Anderson * Z-Graph * Coordinate CVB website design and * JackRabbit Systems programs with departments Staff Support * Oversee CVB equipment * Courtney Hewlett, Administrative Assistant needs/services Industry Support Scope of Work * Advertising + Internet Committee - 11 members * Support Online Advertising Campaign * Internet Technology Sub-Committee - 14 members * Develop New Technologies * Bi-MhlMkiMonthly Marketing an dThld Technology
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