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HomeMy WebLinkAboutSept TDC Packet NOTICE: All Proceedings before this Board are electronically recorded. Any person who decides to appeal any action taken by the Board at these meetings will need a record of the proceedings and for such purpose may need to ensure that a verbatim record of the proceedings is made. Upon the request of any party to the proceedings, individuals testifying during a hearing will be sworn in. Any party to the proceedings will be granted the opportunity to cross-examine any individual testifying during a hearing upon request. Anyone with a disability requiring accommodation to attend this meeting should contact the St. Lucie County Safety & Risk Manager at (772) 462-1783 or TDD (772) 462-1428 at least forty-eight (48) hours prior to the meeting. ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL – SPECIAL MEETING Wednesday, September 14, 2022 at 12:30pm LOCATION: Holiday Inn Express & Suites, Fort Pierce West 7151 Okeechobee Rd., Fort Pierce 1. Call to Order Chris Dzadovsky, Chair 2. Roll Call Katherine Cordero 3. Self-Introductions Chris Dzadovsky, Chair 4. Public Comment Chris Dzadovsky, Chair 5. Approval of the Minutes from June 8, 2022 Chris Dzadovsky, Chair 6. Welcome from Holiday Inn Express & Suites Kelsie Stickles, Director of Sales 7. Reports from Municipalities a. Councilwoman Stephanie Morgan, City of Port St. Lucie b. Commissioner Jeremiah Johnson, City of Fort Pierce 8. Reports from Tourism Staff a. April, May, June 2022 Financial Report b. May, June, July 2022 Hotel Performance Summary (verbal) – Charlotte Bireley, Tourism & Mktg. Dir. c. June, July, Aug 2022 Digital Performance Report – Charlotte Bireley, Tourism & Marketing Director d. Earned Media Report – Katherine Cordero, Tourism & Marketing Coordinator 9. Regular Agenda a. Summer Expedia Campaign Summary Charlotte Bireley b. 2023 Economic Impact and Visitor Tracking Study Charlotte Bireley c. Nature & Wildlife Pass Katherine Cordero d. General Updates Visit St. Lucie Staff 10. Other Business Chris Dzadovsky, Chair 11. Adjournment Chris Dzadovsky, Chair ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Wednesday June 8, 2022 ◊ 12:30 P.M. MINUTES Members present: Chair Chris Dzadovsky, St. Lucie County Lisa Cataline, Ocean Village Vacation Rentals Commissioner Jeremiah Johnson, City of Fort Pierce Cathy Matos, Homewood Suites Francesca Michael, Hilton Garden Inn Councilwoman Stephanie Morgan, City of Port St. Lucie Members Absent: Terissa Aronson, SLC Chamber of Commerce Donna Qvarnstrom, Cobbs Landing Paul Taglieri, New York Mets Staff present: Katherine Barbieri, St. Lucie County Attorney Charlotte Bireley, St. Lucie County Tourism Katherine Cordero, St. Lucie County Tourism Caroline Valentin, St. Lucie County Assistant County Attorney Also present: Craig Campbell, St. Lucie County Tax Collector Emily Curtis, Residence inn by Marriott Rick Hatcher, Play Treasure Coast Kevin Greene, Play Treasure Coast Jill Hanson, Play Treasure Coast Suzanne Bagnera, Indian River State College Ryan Strickland, Play Treasure Coast T.A. Wyner, Sunnier Palms 1. CALL TO ORDER Chair Chris Dzadovsky called the meeting to order at 12:33PM. 2. ROLL CALL Katherine Cordero called roll. 3. SELF- INTRODUCTIONS & WELCOME Tourist Development Council Meeting ◊ June 11, 2022 Page 2 of 4 4. PUBLIC COMMENT No public comment. 5. APPROVAL OF MINUTES Lisa Cataline made a motion to approve the minutes from May. Councilwoman Morgan seconded. 6. Welcome from Indian River State College Suzanne Bagnera, Dir. Hospitality Institute, welcomed the TDC to the Indian River State College Main Campus’s Kight Center in Fort Pierce. She spoke briefly on her hospitality background and presented a detailed slideshow of the Culinary, Culinary Management and Hospitality & Tourism Management programs. Her presentation also covered the various ways these programs benefit the students, the school, as well as the community through the workforce and how industry partners can get involved. 7. Reports from Municipalities Councilwoman Morgan announced that the Port St. Lucie Hurricane Expo has been rescheduled for July 9th and they will have their Independence Day celebration on July 4th. She also raised the question whether Club Med was on the market, and Charlotte Bireley confirmed it is but was unaware if it had sold yet. Commissioner Johnson had several updates on the ongoing and upcoming projects for Fort Pierce: - New construction has been implemented for the Indian Hills Disc Golf course. It will come to completion in the next couple months. - Sports and playground improvements have been proposed for Coach Fenn Park. - The city is considering embarking on a hometown hero banner program to honor community heroes who have served in the military. - Will have official final report from parking consultant in July and will be looking at expansion of Downtown parking including parking garages, proposed sites, as well as funding. - There are a few RFP’s out including old city hall building, St. Anastasia building at 10th street, the parking garage. - Jaycee Park design reveal is taking place Saturday, June 11th, 10 a.m. to 2 p.m. Lisa Cataline added it is a barrier-free park accessible to all children. - Porpoise Park parking has been expanded and completed. 8. Reports from Tourism Staff Tourist Development Council Meeting ◊ June 11, 2022 Page 3 of 4 Hotel performance report: Charlotte Bireley announced in April 2022, occupancy dipped about 1.5% but ADR is up over April 2021. From a county standpoint, ADR is up 15.1% and RevPAR is up 13.3% over April 2021. Charlotte Bireley summarized the digital & social reports. She informed digital is down, expecting numbers to pick back up in summer once summer campaigns are launched. Internally, the beaches campaign and Treasure Coast Kids Quest have launched. Charlotte has no updates for earned media to report. She reported VISIT FLORIDA chose St. Lucie to host 9 travel writers from around the world Friday, June 10th through Sunday, June 12th with a focus on outdoor adventures. 9. Regular Agenda a. 2023 Plan – Play Treasure Coast Sports Rick Hatcher, President & CEO of the Treasure Coast Sports Commission presented his annual update on the Play Treasure Coast Sports. This included a 3-year recap, their mission, marketing objectives, their year in review, the variety of sports they host, their desire to increase their brand awareness in the sports industry as well as how they plan to do so, and their 5-year strategic plan. b. 2023 Final Budget Recommendation Charlotte Bireley explained that the budget was approved last meeting but asked the TDC to make a recommendation for funding Play Treasure Coast Sports to finalize the budget and submit it to the County Commissioners to move forward. Commissioner Dzadovsky and Rick Hatcher discussed the presentation, as well as the funding Play Treasure Coast Sports is looking to have in the next fiscal year. An open discussion was held by the TDC where Commissioner Dzadovsky suggested an increase of $10,000 to Play Treasure Coast Sport’s 2022-2023 budget and any additional requests outside this budget amount would be brought before the TDC for approval. Commissioner Dzadovsky suggested they get an additional $10,000. Lisa Cataline made the motion to approve. Stephanie seconded. All were in favor. None opposed. 10. Other Business Councilwoman Morgan noted that though the May minutes were approved, Commissioner Johnson was marked absent even though he was in attendance. Tourist Development Council Meeting ◊ June 11, 2022 Page 4 of 4 Ryan Strickland reported Play Treasure Coast Sports Tourism worked in collaboration with Angler Army to host a fishing tournament at Causeway Cove Marina with over $72,000 being split between 2 non-profits. Suzanne Bagnera mentioned that more information on IRSC’s programs can be found in provided folders and community partners are encouraged to reach out. 11. Adjournment The meeting adjourned at 1:58 PM. Apr-22 Variance P & L Report Actual Budget Budget Bed Tax Revenue $108,044 $69,969 54% Carry Forward $26,254.00 $26,254.00 0% Interest $42 $42 0% Total Revenue $134,340 $96,265 40% Direct Expenses Salaries/Benefits $19,006 $26,812.00 -29% Other Contractual Services $0 $2,500 -100% Software Support $2,835 $1,667.00 70% Travel $0 $458.00 -100% Communications $114 $12.50 814% Postage $2,230 $500 346% Printing $0 $1,167 -100% Materials Center $10 $41.70 -76% Promotional Items/Activities $0 $250 -100% Promotional Advertising $22,300 $15,417.00 45% Promotional Entertainment $1,440 $375.00 284% Office Supplies $0 $100 -100% Dues & Memberships $5 $333.33 -99% Training & Seminars $0 $83.33 -100% Aid $63,750 $63,750.00 0% G & A $5,653.67 $5,653.67 0% Total Direct Expenses $117,344 $119,121 -1% Net Income $16,996 May-22 Variance P & L Report Actual Budget Budget Bed Tax Revenue $103,884 $62,195 67% Carry Forward $26,254.00 $26,254.00 0% Interest $42 $42 0% Total Revenue $130,180 $88,491 47% Direct Expenses Salaries/Benefits $19,006 $26,812.00 -29% Other Contractual Services $0 $2,500 -100% Software Support $12,279 $1,667.00 637% Travel $0 $458.00 -100% Communications $29 $12.50 130% Postage $1,775 $500 255% Printing $15,987 $1,167 1270% Materials Center $32 $41.70 -22% Promotional Items/Activities $0 $250 -100% Promotional Advertising $4,537 $15,417.00 -71% Promotional Entertainment $1,553 $375.00 314% Office Supplies $38 $100 -62% Dues & Memberships $10 $333.33 -97% Training & Seminars $45 $83.33 -46% Aid $0 $0.00 0% G & A $5,653.67 $5,653.67 0% Total Direct Expenses $60,944 $55,371 10% Net Income $69,236 Jun-22 Variance P & L Report Actual Budget Budget Bed Tax Revenue $92,233 $54,421 69% Carry Forward $26,254.00 $26,254.00 0% Interest $42 $42 0% Total Revenue $118,529 $80,717 47% Direct Expenses Salaries/Benefits $21,387 $26,812.00 -20% Other Contractual Services $0 $2,500 -100% Software Support $14,663 $1,667.00 780% Travel $0 $458.00 -100% Communications $143 $12.50 1044% Postage $221 $500 -56% Printing $0 $1,167 -100% Materials Center $0 $41.70 -100% Promotional Items/Activities $115 $250 -54% Promotional Advertising $25,599 $15,417.00 66% Promotional Entertainment $802 $375.00 114% Office Supplies $0 $100 -100% Dues & Memberships $760 $333.33 128% Training & Seminars $20 $83.33 -76% Aid $0 $0.00 0% G & A $5,653.67 $5,653.67 0% Total Direct Expenses $69,364 $55,371 25% Net Income $49,165 21/22 YTD P & L Report Actual Budget Budget Bed Tax Revenue $1,004,322 $777,438 29% Carry Forward $236,286 $315,052 -25% Interest $378 $504 -25% Total Revenue $1,240,986 $1,092,994 14% Direct Expenses Salaries/Benefits $220,136 $321,742 -32% Other Contractual Services $3,060 $30,000 -90% Software Support $53,793 $20,000 169% Travel $513 $5,500 -91% Communications $936 $150 524% Postage $5,948 $6,000 -1% Printing $19,596 $14,000 40% Materials Center $345 $500 -31% Promotional Items/Activities $3,017 $3,000 1% Promotional Advertising $139,825 $185,000 -24% Promotional Entertainment $9,437 $4,500 110% Office Supplies $1,788 $1,200 0% Dues & Memberships $9,089 $4,000 127% Training & Seminars $400 $1,000 -60% Aid $205,400 $225,000 -9% G & A $50,883.03 $67,844 -25% Total Direct Expenses $724,167 $889,436 -19% Net Income $516,819 REVENUE VS. EXPENSE COMPARISON REPORT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 A B C D E F G H I J K L FY 2019 FY 2020 FY 2021 FY 2021 Revenue Expenses Revenue Expenses Revenue Expenses Revenue Expenses Oct $49,625 $53,218 Oct $52,616 $88,511 Oct $43,133 $36,445 Oct $73,415 $108,290 Nov $56,502 $107,091 Nov $63,030 $63,447 Nov $47,455 $59,341 Nov $90,458.98 $45,076 Dec $63,176 $42,670 Dec $68,476 $58,560 Dec $57,058 $52,733 Dec $100,531.77 $91,049 Jan $91,561 $119,912 Jan $98,143 $120,821 Jan $79,882 $112,672 Jan $131,890 $141,129 Feb $108,049 $46,723 Feb $108,458 $86,512 Feb $90,786 $67,134 Feb $142,148 $44,495 Mar $123,867 $58,955 Mar $61,169 $60,205 Mar $113,203 $100,225 Mar $161,717 $44,862 Apr $71,557 $74,762 Apr $46,312 $69,786 Apr $90,309 $81,231 Apr $108,044 $116,626 May $56,411 43,608 May $38,023 49,251 May $83,891 $180,513 May $103,884 $60,944 Jun $52,120 56,512 Jun $40,630 52,605 Jun $98,660 $51,235 Jun $92,233 $69,364 Jul $61,094 $59,702 Jul $46,608 $45,119 Jul $98,801 $74,559 Jul Aug $53,673 $54,335 Aug $42,688 $58,822 Aug $79,230 $32,529 Aug Sep $39,221 $84,711 Sep $45,905 $63,948 Sep $73,915 $70,340 Sep TOTAL $826,856 $802,199 TOTAL $712,058 $817,587 TOTAL $956,323 $918,957 TOTAL $1,004,322 $721,835 Media Activity Media Outlet Date Published Results Media Value Blogger: Taj's Indian Restaurant https://original.newsbreak.com/NA 10/11/2021 NA NA Blogger: Florida Hauntings - Devil's Tree https://original.newsbreak.com/NA 10/12/2021 NA NA Blogger: PSL Botanical Gardens https://original.newsbreak.com/NA 10/13/2021 NA NA Press Release: TC Wine & Ale Trail Festival https://www.newsbreak.com/ne 10/12/2021 10/14/2021 692,552 $62,019.00 Interview: TC Podcast Launch https://www.wptv.com/commun 10/13/2021 10/14/2021 74,202 $1,564.00 Press Release: TC Podcast Launch https://www.newsbreak.com/ne 10/13/2021 10/20/2021 692,552 $22,583.00 Interview: TC Podcast Launch https://www.tcpalm.com/story/10/13/2021 11/4/2021 46,995 $356.00 Interview: TC Podcast Launch https://www.wpbf.com/article/d 10/13/2021 11/5/2021 26,218 $755.00 Interview: TC Podcast Launch https://www.newsbreak.com/ne 10/13/2021 11/5/2021 692,552 $94,438.00 Interview: TC Podcast Launch https://www.wisn.com/article/d 10/13/2021 11/5/2021 17,808 $566.00 Interview: TC Podcast Launch https://www.wdsu.com/article/d 10/13/2021 11/5/2021 19,293 $310.00 Interview: TC Podcast Launch https://www.wgal.com/article/d 10/13/2021 11/5/2021 49,468 $1,566.00 Interview: TC Podcast Launch https://www.kcci.com/article/do 10/13/2021 11/5/2021 84,096 $2,663.00 Interview: TC Podcast Launch https://www.4029tv.com/article 10/13/2021 11/5/2021 22,261 $705.00 Interview: TC Podcast Launch https://www.wmtw.com/article/10/13/2021 11/5/2021 18,303 $579.00 Blogger: Pierced Ciderworks https://newsbreakapp.onelink.mNA 11/10/2021 NA NA Blogger: Navy SEAL Museum https://newsbreakapp.onelink.mNA 11/10/2021 NA NA Blogger: Summer Crush Vineyard & Winery https://newsbreakapp.onelink.mNA 11/10/2021 NA NA Interview: TC Podcast Launch https://thetravelvertical.com/20 10/13/2021 11/9/2021 NA NA Press Release: TC Wine & Ale Trail Festival https://www.tcpalm.com/story/10/12/2021 11/15/2021 49,958 $305.00 Press Release: TC Wine & Ale Trail Festival https://news.yahoo.com/cheers-10/12/2021 11/15/2021 14,194,998 $99,876.00 Press Release: TC Wine & Ale Trail Festival http://fort-pierce.net/treasure-c 10/12/2021 11/15/2021 NA NA Press Release: TC Wine & Ale Trail Festival https://www.tcpalm.com/story/10/12/2021 11/17/2021 49,958 $874.00 Press Release: TC Wine & Ale Trail Festival https://news.yahoo.com/harvest 10/12/2021 11/17/2021 14,194,998 $283,899.00 Press Release: TC Wine & Ale Trail Festival https://www.hometownnewstc.10/12/2021 11/18/2021 NA NA AFAR: Artificial Reef Program https://www.afar.com/magazine01/28/222 01/28/223 NA NA Blogger: Valentines Story https://original.newsbreak.com/2/14/2022 2/14/2022 NA NA Blogger: Overnight Camping at Summer Crush https://www.onlyinyourstate.co 3/31/2022 3/31/2022 NA NA Magazine: Sunrise City & Zora https://bleumag.com/2022/02/2 2/24/2022 2/24/2022 NA NA Blogger: Barefoot on Huthcinson Island https://www.floridarambler.co 3/22/2022 3/22/2022 NA NA Blogger: Old Florida https://www.floridarambler.com 2/18/2022 2/18/2022 NA NA Earned Media FY 21/22 Magazine: African American's Golfer's Digest https://africanamericangolfersd 3/1/2022 3/1/2022 NA NA Thrillist: Spoil Island Camping l/nation/visit-spoil-islands-4/14/2022 4/14/2022 NA NA TC Connector https://original.newsbreak.com/4/22/2022 4/22/2022 NA NA Lonely Planet: Spoil Island Camping https://www.lonelyplanet.com/4/28/2022 4/28/2022 NA NA Flamingo: Fishing & Boating in Fort Pierce https://www.flamingomag.com 4/26/2022 4/26/2022 NA NA Washington Post: 7 Less Expensive Summer Des https://apple.news/AYjNeck68Q 5/11/2022 5/11/2022 NA NA Blogger: Four Days in Fort Pierce https://allaroundthebend.com/fo 5/18/2022 5/18/2022 5,426 NA What to do in the 772 this Summer https://www.tcpalm.com/story 5/24/2022 5/24/2022 NA NA #VisitFlorida: Hutchinson Island Plaza Hotel & Su https://aunviajededistancia.blog 6/17/2022 6/17/2022 NA NA #VisitFlorida: Beach tours on horses And Fort Pi https://aunviajededistancia.blog 6/17/2022 6/17/2022 NA NA #VisitFlorida: Kayaking through the mangrove tu http://www.mixnewscolombia.c 6/17/2022 6/17/2022 NA NA TravelAwaits: 6 Things To Do On Hutchinson Islahttps://www.travelawaits.com/6/30/2022 6/30/2022 104,768 $407.00 Ocala Style: St. Lucie https://www.ocalastyle.com/st-l 7/1/2022 7/1/2022 NA NA Brazil –Post-IPW FAM Trip –June 2022 –Space C https://visitflorida.app.box.com/7/18/2022 7/18/2022 15,000 $1,841.64 Esquire Mexico: 13 Different Things to Do in Flo https://www.esquirelat.com/est 8/13/2022 8/13/2022 NA NA Press Release: TC Podcast Casting Call http://veronews.com/2022/08/8/16/2022 8/16/2022 117,519 $13,825.00 Press Release: TC Podcast Casting Call https://www.dailyadvent.com/8/16/2022 8/16/2022 117,519 $13,825.00 $602,957 Impressions = number of times an article is seen UVM = Unique Views per Month Youtube 914 hours watched Twitter 25k impressions Pinterest 4.5k impressions 35k Impressions 62k in 2021 Followers June 25k Reach 25 Posts 1k Engaged Users 2k in 2021 509k 114 Impressions Page Likes June 450k Reach 30 Posts 14k Engaged Users 566k in 2021 17k in 2021 TOP POSTS HIGHLIGHTS 757k 410 Impressions 200k in 2021Page Likes 23 Posts 43k in 2021 FACEBOOK INSTAGRAM June - August 2022 Social Media Report 758k Impressions 272 Page Likes 91k Impressions July 680k Reach 31 Posts 23k Engaged Users 79k Reach Fiscal Year to Date: October 2021 - August 2022 4.9 M Reach 5.7M Impressions 26k Engaged Users30 posts679k Reach August 117k Impressions 89k Reach 500k in 2021 17k in 2021663k in 2021 1k Engaged Users 2k in 2021 5388 Followers 5430 Followers 2k Engaged Users25 Posts July August 50k in 2021 2k in 2021 Reach Number of how many people viewed our posts Impressions Number of how many views were made on a post EnagagemenLikes, comments and shares New FolloweA user that will now see all Visit St. Lucie posts on their feed Jun July Total 2021 64,803 62,332 174,976 2022 48,388 54,327 156,839 0.6%1:30min 83% Bounce Rate Time on Site New Visits TOP STATES 1.Florida 2. New York 3. Georgia 4.North Carolina 5. Illinois June - August 2022 Web Report TOP PAGES DEMOGRAPHICS BY AGE MOBILE WEB VISITS YEAR TO DATE: OCT - AUG ACQUISITION Aug 47,841 54,124 Visit St. Lucie 2022 Summer Expedia Campaign July 5, 2022 –August 31, 2022 Campaign Insights Research showed: Compared to 2021, the hotel forecast for July & August bookings were down due to: Normalizing travel behavior (less COVID restrictions) Inflation impacts Typical seasonality trends More competition from other destinations There was an opportunity to capture visitors looking for a more affordable beach vacation in South Florida 1.Drive Hotel Demand During St. Lucie’s Low Season 2.Increase Awareness of St. Lucie as a South Florida Beach Destination Goals Target Budget conscious travelers searching for hotels and a beach destination in the South Florida market Strategy Campaign dates were strategically aligned with our low season time period. Conversion-driven to generate hotel bookings through Expedia, our booking platform media partner. NO direct costs to participating hotels –paid by tourism marketing budget. How Did the Process Work? By partnering with Expedia, Visit St. Lucie along with the participating hotels maximized campaign reach at no cost to the hotels. Expedia created a targeted media campaign to run display banner ads across the Expedia Group network of sites. Once a user clicked on a banner ad (Expedia uses multiple targeting tactics to reach the right user at the right time), they are taken to the custom landing page (describing Visit St. Lucie) featuring the participating hotels and their special rates. Extended marketing spend and increased brand exposure created greater engagement to people who were looking to travel to South Florida for a beach vacation. Digital Ads St. Lucie Intro Participating Hotels Beaches, Attractions & Things to Do Visit St. Lucie Expedia Campaign Results $19,200 Investment 761,300 impressions 822 clicks 0.11 click through rate 466 room nights generated $76k gross booking sales 3.9 return on ad spend (ROAS) July 5 –August 31 Visit St. Lucie Nature & Wildlife Pass 2022 Program & Campaign Stops on the Nature & Wildlife Pass FAU Harbor Branch Ocean Discovery Visitors Center DJ Wilcox Preserve Heathcote Botanical Gardens Manatee Observation Center McCarty Ranch Oxbow Eco-Center Port St. Lucie Botanical Gardens Spruce Bluff St. Lucie County Aquarium Nature & Wildlife Pass Objectives 1.Driving traffic to our partners on the pass 2.Stimulate spending with our Nature & Wildlife industry partners 3.Generate awareness of St. Lucie’s nature and wildlife assets 4.Establish a digital avenue for tracking engagement and visits to popular nature spots Nature & Wildlife Pass Target Audience •St. Lucie County Visitors •Visitors currently in destination •In-state Drive Markets (Orlando & Miami) •Treasure Coast Residents Marketing Campaign •Social Media -3 Facebook Campaigns -Promote in Facebook Nature Groups •Email Marketing •The Ultimate Eco-Giveaway -Eno Hammock -2 Wildlife Tour tickets -2 Kayaking Tickets -1-Night Stay at local accommodations PR/Media Timeline •Press Release –Oct. 4th •Eblast to Locals & Visitors –Oct. 4th •Pitch Editorial Coverage to TCPalm, Hometown News and other nature based outlets in FL and our key origin markets •Social Campaign Launch –Oct. 4th •Physical Signage at all locations •Promote on-location at Indian River Lagoon Science Festival Event – Oct. 22nd Stay tuned!