May 27, 2011 Tourism Staff Reports 10 a-f 1 of 18
DIRECTOR’S REPORT
ACTIVITIES & EVENTS TDC Sub Committee Meeting- May 6 Naples Airport Authority Planning meeting for Florida Airports Council Annual Meeting Naples Works Website Planning meeting VISIT FLORIDA Marketing Steering Committee Meeting Jet Blue Marketing Team meeting- RSW Bob Harden Radio Interview- WGUF-FM Everglades Foundation- Presentation on importance of Restoration WGCU- FM Interview on Season results TDC Grant Review Committee FGCU Classroom Presentation on Everglades Restoration
TRADE SHOWS International Pow Wow Trade Show- San Francisco May 27, 2011 Tourism Staff Reports 10 a-f 2 of 18
SALES DEPARTMENT- Debi DeBenedetto and Jennifer Leslie
Industry Relations – Sales/Shows
ASTA Show Puerto Rico April 13-16– report in Detailed Report Section Kenny Chesney Out of Market Sales Missions Collaborate Corporate Planner show Houston May 3-6 –report in Detailed Reports section. Pow Wow Tour Operator show May 21-26 San Francisco New Product Development
New Golf Guide delivered New Meeting Planner Guide development Florida Airports Council Annual Meeting-Local Committee assistance Promotions/ FAMS Working on two Fams as a result of ASTA show just attended, Orlando agents and Southeast Florida ASTA Travel agent Fam for Certified Travel, Stuart, FL Motorcoach lead from last year travel agent local show CI Travel Marketing the “Music in Paradise” Planner Fam Planning a Fam for Canada Travel Agent March 2012 Welcome Center Fam Visit Florida Welcome May 17th Meeting Planner Fam host dinner SunStream Group 8 planners May 11 German tour operator Fam is in planning stages
RFP’s and Booked Business RFP’s sent out past 30 days: 1. 18 for a total of 4,002 potential room nights Booked business: 1. Reported 2 groups booked; 65 room nights; $11,000 revenue 2. One Naples Princess dinner cruise. Economic impact $75,000 Comparison to last year: 1. April –May 2010 sent 9 RFP’s for 3490 room nights; 2. Booked 4 groups representing 940 room nights 3. More RFP’s sent; room nights and impact down. 4. Contract closing times and reporting periods are variable 5. Jan.-May 2011- 47 RFP’s sent; booked 16 groups for 4,876 room nights; $800,000 in revenue; $4 million + in economic impact Sponsorships Approved
$2,000 Inn on Fifth $600 Fam sponsor Bellasera/Sunstream Planner Fam
May 27, 2011 Tourism Staff Reports 10 a-f 3 of 18
PUBLIC RELATIONS & COMMUNICATIONS- JoNell Modys & Angela Aline
Press Visits and Media Events:
George Poveromo’s World of Saltwater Fishing – CVB and BCF facilitated the very last minute arrangements for a show taping for the 2012 season. The crew visited Everglades City and had an excellent two days of fishing for snook, redfish, tripletail and more. The show will air in the winter 2012 season of the show on Versus and will have multiple re-airings.
Paul Schultz, New York Daily News: Press visit held April 19-23 and focused on history and culture of the Everglades (Ed Watson legend) as well as Naples luxury. Story in progress after very successful research visit.
Amy Rosenburg, Social Miami: Press visit originally scheduled for May 13 – 15 and is currently being rescheduled for late May/June due to journalist schedule.
Delia Colon, VISIT FLORIDA’s Shopping & Luxury Insider, visits May 27-30 to explore shopping in Naples for blog posts on the state’s tourism site.
Shape (German) – working on arrangements for a visit within the next few weeks.
Paradise for Pooch FAM (June 15 – 18): Invite has been distributed to media and BCF is currently pitching. Confirmed journalists to date:
Ginger Warder, SATW freelancer and pet travel book author Carolyn O’Neil, Atlanta Journal-Constitution Dara Foster, PupStyle.com Melissa Halliburton, BringFido.com Karen Feld, DC-area pet travel freelancer Chelle Koster Walton, travel freelancer
BCF continuing media outreach to media including Tampa Tribune, Washington Post, USA Today, American Dog magazine, Dog Fancy, among others. Accommodations being provided by Hilton Naples. Itinerary items include Yappy Hour at Sea Salt, Aqua Dog boat trip and picnic, visit to City of Naples Dog Park, “Dogs in the Garden” at Naples Botanical Garden and dining at Fred’s Fun, Food and Spirits, among others.
May 27, 2011 Tourism Staff Reports 10 a-f 4 of 18
Wedding FAM: rescheduled for November, 2011; will be held in conjunction with Naples Botanical Garden “Garden Wedding Giveaway” on 11/11/11. BCF corresponding with Naples Bay Resort for accommodations and is currently developing “save the date” email for distribution and pitching to bridal and honeymoon writers and publications.
New York City Deskside Briefings: (April 26 – 28) BCF secured appointments and accompanied JoNell Modys to conduct on-site media visits in conjunction with VisitFlorida media reception. Appointments conducted with:
Stacey Shoemaker Rauen, Hospitality Design: August – October issues will include features/editorial on hotels and restaurants. The Naples Tomato franchise opportunity is a good fit for the “Sketchbook” section that includes renderings and information about new openings. There are possibilities to cover the Naples location of Norman Love confections online in the “Trend/Area Alerts” section which features 8-10 photos and editorial Tyghe Trimble, Men’s Journal: During the meeting, the upcoming Florida Outdoor Writer’s Association meeting (August 2012) was discussed and there is high interest from the publication in attending, as there will be pre and post FAM tours offered to attending media. Tyghe is interested in the outdoor adventure appeal of the Everglades mixed with the luxury appeal of Naples. Swampwalks kayaking adventures (including the Everglades Wilderness Waterway adventure) are main interests with the publication. Laura Kidder, Fodors.com: During the meeting, the Client and Agency advised Laura on updates to the existing travel guide as well as discussed new and upcoming developments in the destination, including the new children’s garden at the Naples Botanical Garden and the upcoming Children’s Museum of Naples. Vince Alonzo, Successful Meetings: During the meeting, the Client and Agency discussed the following items: o General overview of meetings and conventions spaces (including unique venues such as Naples Botanical Garden, Naples Zoo, Southwest Florida Conservancy center) o In and out of market meeting events/FAMs: There is high interest from the publication to send a writer to the in-market FAM. We will continue to keep Vince informed as details for the events/FAMs are firmed up. o Naples Botanical Garden Wedding FAM: While this event/FAM is clearly focused toward the wedding market, there is an opportunity to showcase various meeting venues during the FAM. The publication has expressed an interest in attending the FAM and/or learning more to cover it in a future issue. o Team building activities: Dolphin Explorer, Advance Training Concepts, Naples Tomato pasta cooking class
May 27, 2011 Tourism Staff Reports 10 a-f 5 of 18
Clark Mitchell, Endless Vacation: The publication is already planning a feature on the Everglades for the December issue and plans to send a photographer/writer to the area. Client/Agency will assist with coordinating press visit details as needed. He is interested in exploring the Wilderness Waterway. We explained that this can’t be fully done in the summer, but we could arrange day trips to various locations. Lynn Langway, freelancer: The following items were discussed during the meeting: o University of Wisconsin Health Study: Collier County healthiest county in Florida o Paradise for Pooch FAM o New attractions: children’s garden, upcoming Children’s Museum of Naples o Outdoor activities, SWF Nature Conservancy Center Shane Luitjens, AirTran Go: Discussed the upcoming Florida Road Trip cover feature, and possibly adding the Journey Through Paradise project as a sidebar.
VISIT FLORIDA New York Media Events JoNell Modys attended two media receptions, along with other Florida partners, for New York- based media. One reception was for consumer media and the other was for online media and bloggers. Both were well attended by quality media and several key media interactions resulted. Positive contact was made with outlets including Town & County, ABC Good Morning America, Travel & Leisure, Conde Nast Traveler, several top freelancers, TravelingMom.com and others.
International Pow Wow Participated in the annual Pow Wow international Media Marketplace, with nearly 400 travel media in attendance. A full report will be available next month.
Press Releases
Paradise Coast Tourism Star Awards Winners 2011 State of the Industry Report release and presentation/press conference. Both received good local and regional coverage. Follow up was still in progress at the time this report was compiled.
Summer Story Ideas Summer/Fall Calendar of Events Learning Vacations University of Wisconsin County Health Rankings – Collier healthiest county in Florida
May 27, 2011 Tourism Staff Reports 10 a-f 6 of 18
Meetings:
BCF is currently reaching out to meetings media to secure attendees at June 9th Chicago event. BCF developing email invitation for October “Music in Paradise” event and will begin pitching media.
Media Coverage:
YTD: $1,265,001 14,295,461 circulation (includes local, regional and national coverage)
“Stepping Out” By Christopher R. Cox Audubon Magazine Feature on exploring the Ten Thousand Islands. http://audubonmagazine.org/features1105/truenature.html
“Naples Chic” By Eduardo Alves Mapa-Mundi.com The result of a press trip arranged after meeting last year at the international Pow Wow show. http://mapa-mundi.com/specialreport/naples+chic/79/
“Naples Tools Help Planners Entice Attendees” Visit Florida Meetings E-newsletter Pick up from our GAP meetings news release http://www.meetings.visitflorida.com/cms/d/naples_tools_help_planners_entice_attendees.php? CMP=EMC-MVN0411
Newsletters:
Paradise Press (industry newsletter) May issue delivered third week of May. March/April newsletter had a 75.50% open rate, and a 16.58% click through rate.
The links that saw the most traction were (in order from highest to lowest):
1) Stand up Paddling destination video 2) Oscar the dolphin’s press release 3) Rising Star Nomination Form 4) Journey Through Paradise online article from Naples News
May 27, 2011 Tourism Staff Reports 10 a-f 7 of 18
Paradise Connection (media newsletter) May issue in progress March/April newsletter had a 70.82% open rate, and a 11.62% click through rate. The links that saw the most traction were (in order from highest to lowest):
1) The Florida Panther Updates 2) The Calendar of Events page on ParadiseCoast.com 3) Naples Dog Park website 4) Texas Tony’s BBQ Shack & Catering link on ParadiseCoast.com Social Media:
@ParadiseCoast saw significant increases in the number of followers and follower interactions in March. Examples of follower tweets: one user shared for the past six years he visits Naples as the last stop of his annual American tour. Another user shared about the spring break plans for their time in the Paradise Coast.
Facebook gained almost another 100 likes in March. Additionally, there was a significant increase in wall posts and comments, with an almost 90 percent raise from February. Information regarding the Marco Island Seafood Festival drew the most “likes” of any story posted in the month, with nine likes. Additionally, the promotional video for the Ave Maria University’s Annunciation Ceremony of the largest marble bas-reliefs of The Virgin Mary in the world drew much interest including one user saying, “Looking forward to this so very much.”
Other:
Journey Through Paradise: Website currently in production, BCF team completed video shoot in mid-April. Site launch expected June 2011.
Atlanta Radio Promotions: PR team is currently pitching radio promotions in Atlanta for spring 2011. Having issues finding an airline to respond to us to provide air fare, as the stations want this included.
Florida Outdoor Writers Association Sent speaker invitations to Guy Harvey, the internationally known marine artist, and Keith Bellows, editor of National Geographic Traveler.
Best Of: BCF and CVB worked with Quinn & Co. to develop “Best Of” pitch lists for print and broadcast outlets, to include Top 10 lists, Reader’s Choice awards, etc. This will be an ongoing pitch effort to place the Paradise Coast in many of these publications.
May 27, 2011 Tourism Staff Reports 10 a-f 8 of 18
CVB compiled a historic list of Best Of type designations, which will be used to create a new page on www.paradisecoast.com. (This file is attached as backup).
Recent designations:
U.S. News & World Report 2011 Most Relaxing Beaches in the USA and Caribbean Naples is ranked #5
U.S. News & World Report 2011 Best Relaxing Getaways in the USA Naples is ranked #5
U.S. News & World Report 2011 Best U.S. Luxury Destinations Naples is ranked #7
TripAdvisor™ 2011 Traveler’s Choice Poll – Top 25 Beaches in the USA Naples is ranked #13 May 27, 2011 Tourism Staff Reports 10 a-f 9 of 18
FILM OFFICE – Maggie McCarty
PRODUCTION . NBC/Universal – tv series . Venus Fashion – print catalog . Palm Beach Media Group - print . National Geographic Channel – tv series[1]
WORKING LEADS . Pilgram Films & TV – tv pi lot . Ghost Hunters – tv series . A & E – tv series . National Geographic Channel – tv series[2] . Alex Stafford Photography - print . Corazón Films – indie film . ALL CURRENT PRODUCTION
OPERATIONS . Issued film permits . VisionNet upload (on-line library) . Lead/inquiry response . Client Management . Legislative advocacy through Film FL/OFE . Opened a production file for each inquiry
May 27, 2011 Tourism Staff Reports 10 a-f 10 of 18
SPORTS COUNCIL – Ralph Pryor & Nicole Curran
May 27, 2011 Tourism Staff Reports 10 a-f 11 of 18
Month Year FY 09-10 FY 10-11 Cause
October 2009 353 355
November 2009 61 1669 Addition of IWLCA (Lacrosse) event
December 2009 0 58 Hosted USSSA Youth Baseball Event
January 2010 1488 2024 Kelme Soccer Cup Boys & Girls Wknd Increased
February 2010 18 172 FYSA Region Cup-R1
March 2010 387 249 USSSA Baseball Event & FYSA Region Cup-R2
NYSC 3v3 Spring Challenge, FYSA State Cup,
April 2010 438 281 NYSC Spring Classic
May 2010 762 -
June 2010 238 -
July 2010 302 -
August 2010 67 -
September 2010 104 -
YTD TOTALS = 4,218 Approx 4,808
April 2011
4/2-3, 2011 Naples 3v3 Challenge (soccer – 120 room nights) 4/9-10, 2011 FYSA State Cup (104 room nights reported by Avanti Housing) 4/9-10, 2011 (Moved to Ft. Myers) USSSA Spring Break Global Qualifier (baseball) 4/16-17, 2011 NYSC Spring Classic (Total room nights to date = 57) 4/30-5/1, 2011 Freedom Sports Adult Softball (Room nights to be announced)
May 27, 2011 Tourism Staff Reports 10 a-f 12 of 18
Upcoming in May 2011
5/7-8, 2011 (Cancelled) Club Appreciation Cup (soccer) 5/7-8, 2011 (Cancelled) Triple Crown Sports Baseball Tournament 5/13-15, 2011 Spring Fling Girls Basketball 5/14-15, 2011 3v3 Live (soccer) 5/14-15, 2011 Bowland Centers Tournament (using our SCCC hotels) 5/13-15, 2011 SWFL/USSSA Region 2 Regional (youth baseball) 5/20-22, 2011 48 Hours of Tennis 5/21-22, 2011 Triple Crown Sports Baseball Tournament 5/28, 2011 EVP Island Holiday @ Vanderbilt Beach Resort (women’s beach volleyball)
May 27, 2011 Tourism Staff Reports 10 a-f 13 of 18
OMMAC- UK REPRESENTATIVES
HIGHLIGHT OF THE MONTH:
British Airways/ BA Holidays VIP Visit Florida Dinner, Chelsea, 12 April 2011 Virgin Atlantic/ Virgin Holidays Visit Florida Dinner, Crawley, 14 April 2011
OMMAC participated as a co-host to these very successful events.Many of the senior directors & senior management were in attendance at both – see list below.
Other Florida partners included: Disney, Universal, Florida Keys, Lee County, Miami and Palm Beach. It was an opportunity to showcase Florida as a leading destination with in the worldwide destinations they sell & they appreciated our support. This is also backed up with a co-op marketing campaign together with V. Florida & individually with British Airways & Virgin Holidays – Paradise Coast is participating with both of these individual campaigns.
TRAVEL INDUSTRY NEWS
Consumers are still more likely to use travel agents to research and book their trips beyond Europe than they are for short-haul trips. However, worryingly for agents, Mintel’s research shows that just 13% of consumers now say they would want expert advice from a travel agent before booking a long-haul holiday, a fall of seven percentage points since November 2006.
From a high water mark of 8.5 million trips and over £8 billion in expenditure (minus transport costs) achieved in 2008, the long-haul sector has since fallen by 15% in both volume and value terms over the past two years under the impact of recession. In 2010 there were an estimated 7.24 million trips with a value of just under £7 billion.
Gradual recovery at best is still the most likely scenario for long-haul in the next 12 months. Squeezed incomes and job insecurity, air travel taxes, fuel supplements and geopolitical unrest in North Africa will continue to affect many consumers, leading many to postpone more expensive trips and plump for short-haul destinations.
May 27, 2011 Tourism Staff Reports 10 a-f 14 of 18
At A GLANCE - BRIEF RECAP CURRENT MONTHS ACTIVITIES
TOUR OPERATOR HOTEL/TRAVEL PARTNER DATE PARTNER
Virgin Holidays Visit Florida 1 April 2011
Coop Ad
Virgin Holidays LaPlaya Golf & Spa resort 27 January – 27 April 2011 Consumer Promotion
N/A Visit Florida – Great Escapes co-op 14 April
US Airtours Inn on Fifth/Naples Bay Resort/The 1 April 2011 Courtyard at Marriott/Naples Area Destination of the Executive Homes/ Month
Destination Golf Marco Island Marriott Beach Resort/ 7 April 2011 Naples Beach Hotel/Greenlinks Golf Resort Follow up Offer
Bon Voyage Travel & Naples Bay Resort April 2011 Tours
Facebook Promotion
Bon Voyage Travel Inn on Fifth/The Courtyard by May 2011 Marriott/Naples Bay Resort/Naples Area Consumer Promotion Executive Homes with Karen Millen
May 27, 2011 Tourism Staff Reports 10 a-f 15 of 18
Public Relations & Media Correspondence
News Of The World, press trip, 26 April 2011 Distribution of press release to promote the Crabtree & Evelyn promotion Distribution of Spring 2011 newsletter General media liaison to promote Paradise Coast CONTACT ACTIVITY RESULT
Trisha Harbord, Travel OMMAC liaised with journalist to OMMAC will follow up with Editor, News Of The secure accommodation at Marco journalist upon return and World Island Marriott, and the wave request date for publication. National Newspaper runner tour if the Everglades.
Circ: 2,514,601
Lindsay Johns, OMMAC met with journalist to OMMAC provided journalist Freelance, contributes discuss the destination. Journalist with all relevant information. to Evening Standard is very interested in and high-end. FPR to maintain contact.
Caroline Edens, OMMAC met with journalist to OMMAC provided journalist Freelance, contributes discuss the destination. She is with all relevant information. to The Times Online very keen to hear about any OMMAC to maintain contact. updates on spa and luxury.
Estimated Value Summary of Leads/ Activity
Lead / Activity Value $ Potential Room Economic Nights Impact $
1 Virgin Holidays Coop Ad $69,120
2 Virgin Holidays Consumer $153,600 promotion
3 US Airtours Destination of the 12,500 $500,000 Month
4 Destination Golf Follow Up Offer 4,047 $161,900.00
5 Bon Voyage Travel & Tours $67,200 Facebook Competition
6 Bon Voyage Travel & Tours $76,800
May 27, 2011 Tourism Staff Reports 10 a-f 16 of 18
DIAMONDE- EUROPEAN REPRESENTATIVES
TOUR OPERATOR ACTIVITIES o Skytours/Hotelplan Switzerland: Held sales training for a total of 18 agents of the reservation team in two sessions in their head office in Glattbrugg, Switzerland, on April 7, 2011. Personal Meeting with Beat Diggelmann to discuss about marketing opportunities beside the separate Florida brochure that is planned for winter 2011/12. Isabel Weingart will send us through a proposal for further discussion. Beat stated a strong booking increase for Florida in general. Among the beach destinations on the Gulf Coast, NAP ranks third; best seller is Marriott Marco Island. Thinking about adding an Apartment Hotel into the program; we provided him with suggestions. o Kuoni Switzerland: Held sales training for a total of 14 agents of the reservation team in two sessions in their head office in Zurich, Switzerland, on April 7, 2011. Product Meeting with Franziska Wenger to discuss about possible marketing opportunities. As the amounts for marketing with Kuoni are very high we would suggest concentrating on marketing activities with our other TO partners in Switzerland. o As a result of our golf mailing TGR Golfreisen from Austria is interested in signing a contract with the Ritz Carlton; we put Mrs. Ortmayr in contact with Janet Miller; the lead resulted in a signed contract! o Confirmed, prepared and finalized online newsletter in cooperation with TUI featuring information on the Naples area and special hotel offers; the topic focused on nature and clean beaches. o Agreed on online campaign for America Unlimited in cooperation with Fort Lauderdale and the Keys; Timo will put together an itinerary and hotel offers and reserve a spot for mid of May. o Contacted Meso Reisen/Alternativ Tours in regards to their client evenings they offer regularly; planning will start again in summer, so we get in touch again to see if Naples might be an interesting topic for them. o Flextravel Switzerland: Held sales training in two sessions for a total of 6 agents of the reservation team in their head office in Zurich on April 28, 2011. Product Meeting with Paul Heimo: Satisfied with the booking numbers. Best seller is Marriott Marco Island and Naples Beach Hotel. No changes in the brochure program planned for winter 2011/12.
May 27, 2011 Tourism Staff Reports 10 a-f 17 of 18
o Thomas Cook: Secured distribution of Preferred Pass to Thomas Cook /Neckermann guests through Thomas Cook representative on arrival. Sent 100 German copies through PhaseV. o First contact with German last minute specialist L’Tur, Mrs. Maren Schloesser, PM Florida; . have 170 offices throughout Germany and adjactent countries; . buy through “Florint Vacations”; . are one of the global players for last minute travel (1-2 weeks prior to departure); . most bookings still come via travel agencies, but online becomes more important; . offer all categories of accommodation, mostly 3 to 4 stars (more hotels than vacation rentals) . main destination is Miami; on the Westcoast more Fort Myers . also offer Fly Drives . no brochures are produced; . homepage does not feature any information on the destinations, sales persons have a strong influence on destination choice -> education is important . so far only feature Inn on Fifth; offers on homepage are organized in a very confusing way! . she plans a trip to the West coast for fall this year . first step is to introduce our region (through information material, the homepage and hotel suggestions); study their marketing opportunities . booking numbers for 2010 (hotel bookings): Orlando 241, Miami 850, Fort Myers/Tampa 260 TRAVEL AGENT ACTIVITIES o Total number of sales calls: 52 ravel agencies in Germany o Dinner Event in Stuttgart on April 5, 2011 (10 agencies, 23 agents)
EVENTS
Travel Agent Functions- Secured participation in the VUSA Halloween Event in October 2011 incl. sponsorship of USA sticks that will be used to hand out all information to the participants
May 27, 2011 Tourism Staff Reports 10 a-f 18 of 18
VISITOR CENTER VISITATION
Presentation made at the Hilton Hotel to a group from the International Kitchen Exhaust Cleaning Association. Highlighted local restaurants, shopping and attractions and informed them about other points of interest around Collier County.
Attended opening of 3 new exhibits at The Big Cypress Welcome Center, Saturday, April 9th. Attended the Harvest Festival, which included a parade in Immokalee, Saturday, April 16th.
Arranged two FAM trips. Fifty volunteers were hosted by The Arlington at the Bellasera Hotel for music, appetizers and wine. 30 volunteers attended open house of Park Central Hotel,
Conducted follow up training for fifty volunteers at the Naples visitor center. 8 volunteers have taken advantage of the volunteer exchange program where they work in another visitor center.
Continued visiting the 25 hotels on S 41 to educate about and distribute the Preferred Passes.
2011 YTD STATISTICS
January February March April TOTAL
Big Cypress 5,034 6,986 5,984 3,297 21,301
Oasis 12,055 15,564 15,101 8,810 51,530
Everglades 2,220 2,881 3,100 2,575 10,776
Immokalee 125 194 195 189 703
Marco 1,007 1,546 1,376 520 4,449
Naples VIC 2,765 3,505 3,536 2,114 11,920
TOTAL 23,206 30,676 29,292 17,505 100,679