HomeMy WebLinkAboutMinutes 03-20-2008
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
WEDNESDAY ? March 20 13, 2008 ? 12:30 P.M.
MINUTES
Members present:
Commissioner Doug Coward, Chairman
Marilyn Minix, Road Runner Travel Resort
Chris Egan, Sheraton’s PGA Vacation Resort at PGA Village
Pail Taglieri, St. Lucie Mets
Pam Haney, Holiday Inn Express
Diann McDonough, The PGA Golf Club
Members absent:
Councilwoman Michelle Berger, Port St. Lucie
Commissioner Christine Coke, Fort Pierce
Simmie Burns, Southern Oak Middle School
Staff present:
Odaly Victorio, Marketing & Public Relations Specialist
Heather Lueke, Assistant County Attorney
Ja’ Net Pentz, Recording Secretary
Also present:
Jill Hansen, Hansen Marketing Group, LLC
Rich Nalbandion, Treasure Coast Sports Commission
George Byfield, Blair Advertising
Loretta Dilion, St. Lucie Chamber of Commerce
Ruth McSween, National Navy SEAL Museum
1. CALL TO ORDER:
Commissioner Coward called the meeting to order at 12:35 p.m.
2. ROLL CALL:
Ja’ Net Pentz called roll.
3. SELF INTRODUCATION OF GUESTS:
Attending guests identified themselves.
4. APPROVAL OF THE MINUTES FROM THE JANUARY 9, 2008 MEETING.
Christopher Egan motioned to approve the minutes and the motion was seconded
by Marilyn Minix. The motion carried unanimously.
5. PRESENTATION BY BLAIR ADVERTISING
Tourist Development Council Meeting ? February 13, 2008
6. UPDATE ON CURRENT REVENUE STATUS
Revenue for December 2007 was down 6.89%. January revenue was up 9.57%.
Estimating very conservatively, we could end another year down close to 6% at
$483,000. The next few months will bring the financial forecast into better focus.
According to Smith Travel the 2007 occupancy rate was down 11.8% to 55.3%.
They reported the month of December was down 0.9% to 46.4% from 46.8% in
December 2006. January 2008 was reported down 0.2% to 57.7% from 57.9% in
January 2007. The average daily rate in 2007 declined by 2.5% to an average daily
rate in St. Lucie County of $92.86.
The tentative rollover or carry-over from the FY 06/07 budget exceeds $70,000. Staff
recommends maintaining half of $35,000 in reserve until we see how the year
trends.
One upcoming unbudgeted expense is our attendance at this year’s Police & Fire
Games in Sarasota to promote the area and encourage bookings in our county for
next year’s games. An e-mail to hoteliers was sent earlier this week to see if there
was an interest in participation and/or cost sharing. At this time, there is none.
Another potential expense is a series of FAM tours in late summer followed by a
media event in New York late this summer or early fall.
7. MARKETING & PUBLIC RELATIONS REPORT
Advertising Report:
Ongoing:
-Visit Florida’s Official Vacation Guide (400k circ) (new copy started
distribution in January)
-Welcome Center Brochure Distribution
-Visit Florida’s International Planner (100k circ) (co-op with Martin & Indian
River Counties)
Since January:
-Interactive Campaign (keyword/sponsored searches) started in December.
-Visit Florida web banner started running in January until we reach 350k
impressions
-Play Florida Golf program begins which includes brochure distribution at
various tradeshows. Show cities in January included: Columbus &
Cincinnati. This program includes a two-page spread ad with an
additional page of advertorial and a web banner on the playfla.com
website.
-St. Lucie County Chamber Annual Guide
- Echo Encounters issue released March 3 to 200,000 instate readers. This is
a co-op with Martin and Indian River Counties.
- Pre-roll on http://www.jimbreuer.com. A 15 second spot prepared by SLCTV
that plays the month of March whenever people click on the “comedy
channel” button. (added to the program)
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Tourist Development Council Meeting ? February 13, 2008
- Attendance at Boston Globe Travel Show February 22 – 24.
- Attendance at New York Times Travel Show February 29 – March 2.
Upcoming:
- Interactive Campaign continues.
- Full page ad in Real Florida which is distributed to 50,000 people interested
in Florida State Parks. This is a co-op with Indian River County.
- Four page ad in the International Planner which is distributed to 100,000
people in three languages overseas.
Marketing & Public Relations Report:
?
Multiple appearances on the “Today Show” in the audience holding our banner
on February 27 and on March 5.
?
Interview with Budget Travel on February 28 with Beth Collins.
?
Meeting with Lloyd Carroll of the Queens Chronicle.
?
Segment on Sirius Satellite Radio “Jim Breuer Unleashed” show on March 4.
th
?
Meeting with New York Metro Parents on March 5 with Judy Antell.
?
Visited multiple travel agencies in the New York area delivering Al’s Family
Farms Oranges to very grateful agents.
From the canceled agenda…
?
In mid-January, we again hosted the authors of Drive I-95. A room was
generously comped by the Fort Pierce Hampton Inn & Suites and we hosted their
dinner at Domenick’s Corner Bar & Grill in Fort Pierce.
?
The County hosted the first Treasure Coast International Film Festival in early
February that had over 1,200 participants with over 30 confirmed room nights
and immeasurable exposure to our area to up and coming filmmakers.
?
A documentary, “Ways to Save the Planet” returned to film another segment of
the production (third time). In mid-February we are expecting to have a County
Music video shoot in various locations in the County.
?
Press releases circulated in the New York and Boston area have generated
interest. Already three appointments for interviews are set and various others
are in the works. Al’s Family Farms has graciously agreed to ship oranges for
our use when making these sales calls.
8. OTHER BUSINESS/PUBLIC COMMENT
Jill Hansen from the Hansen Marketing Group made a presentation about the
Business Travel Planner provided for free by the Hotels.
9. ADJOURNMENT
The meeting adjourned at 1:40 p.m.
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