HomeMy WebLinkAbout7-11-2012 TDC Agenda PacketUlrFnft�5y rrnr W-
Florida
ft. Pierce • Port St. Lucie
Hutchinson Islaiid
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
Wednesday, July 11, 2012
National Navy SEAL Museum, 3300 North Highway AIA, North Hutchinson Island, Fort Pierce
1:30 p.m.
(PLEASE NOTE MEETING TIME AND LOCATION)
1. Call to Orderr........................................................................................................... Commissioner Mowery
2. Roll Call...............................................................................................................................Jennifer Garrity
3. Self-Introductions...................................................................................................Cotmnissioner Mowery
4. Approval of Minutes fiotn June 13, 2012............................................................... Commissioner Mowery
5. Financial & Web Report....................................................................................................Charlotte Bireley
a. May 2012 Revenue and P & L Report
b. Website Analytics
6. Strategic Planning Workshop Results .......................................................................................ThomEpsky
7. 2013 Proposed Budget -- Final..........................................................................................Charlotte Bireley
8. Other Business........................................................................................................ Conarrissioner Mowery
9. Public Comment.............................................................................................. Conunissioner Mowery
10. Adjournment........................................................................................................... Commissioner Mowery
Please note — Meetings are recorded.
Anyone with a disability requiring accommodation to attend this meeting should contact the St. Lucie
Tourism Office at (772) 462-2130 or TDD (772) 462-1428 at least forty-eight (48) hours prior to the
meeting.
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Wednesday, June 13, 2012 0 1:30 P.M.
MINUTES
Members present: Commissioner Tod Mowery, Chairman
Vice -Mayor Linda Bartz, City of Port St. Lucie
Linda Cox, St. Lucie County Chamber
Michelle MacNichol. Perfect Drive Golf Villas
Marilyn Minix, Road Runner Travel Resort
Chris Egan, Vistana's Beach Club — Sheraton PGA
Ryan O'Connor, Sandhurst Hotel
Members absent: Commissioner Tom Perona, City of Fort Pierce
Paul Taglieri, St. Lucie Mets
Staff present: Charlotte Bireley, Tourism Development Manager
Heather Young, Assistant County Attorney
Jennifer Garrity, Recording Secretary
Also present: Laura Thomas, Homewood Suites
Tenille McLeod, Residence Inn & Fairfield
Mark Harrison, Florida Ranch Adventures
Rich Nalbandian, Treasure Coast Sports Commission
Tom Colucci, Treasure Coast Sports Commission
Andrew Hill, Holiday Inn Express Fort Pierce
Marty Lavin, Marine Industries
1. CALL TO ORDER: Commissioner Mowery called the meeting to order at 1:33 PM
2. ROLL CALL: Jennifer Garrity called roll.
3. SELF INTRODUCTION OF GUESTS:
Attending guests identified themselves.
4. APPROVAL OF MINUTES
The minutes from May 30, 2012 were approved.
5. FINANCIAL REPORT & WEB REPORT/MAY e-NEWSLETTER RESULTS
Charlotte Bireley reported that April 2012 revenue was up 9% compared to April
2011. Year to date revenue is up 11 %.
Tourist Development Council Meeting 0 June 13, 2012
Charlotte Bireley provided the TDC with a report on the activity of the St. Lucie
County Tourism web site and the e-Newsletter results. Website activity report and e-
Newsletter results attached.
6.2012 METS SPRING TRAINING WRAP UP
Charlotte Bireley gave an update on the New York Mets Spring Training.
Presentation attached.
7.2011 — 2012 TRAVEL SHOW FOLLOW UP REPORT
Charlotte Bireley gave a follow up report and presentation of the booth from the 2011-
2012 Travel shows that were attended. Summary of results attached.
8.2013 PROPOSED BUDGET PRESENTATION
Charlotte Bireley presented the proposed budget for 2012/2013 fiscal year. Michelle
MacNichol made a motion to increase tax revenue to range from $450,000 to
$475,000 and use the additional funds to increase the budget line items of
Promotional Advertising, Travel, and Contract Services. The maximum amount of
reserves is to be a 3 month estimate of revenue. Marilyn seconded the motion. The
motion passed unanimously. Presentation attached.
9. OTHER BUSINESS
None
10. PUBLIC COMMENT
Tom Colucci mentioned the 2012 Police & Fire games taking place June 17, 2012.
Mark Harrison gave an update on upgrades to Florida Ranch Adventure tours.
Marty Lavin mentioned the Marine Industries annual meeting.
Meeting adjourned at 2:52 PM.
Page 2 of 2
TDC May 2012
Variance
P & L Report
Actual
Budget
Budget
Bed Tax Revenue
$ 35,044
$ 29,920
17%
Carry Forward
$ 19,042
$ 19,042
0%
Interest
$ 250
$ 250
0%
Total Revenue
$ 54,336
$ 49,212
10%
Direct Expenses
Salaries
$
4,901
$
5,310
-8%
Benefits
$
1,320
$
1,593
-17%
Other Contract Services
$
-
$
5,883
-100%
Software Support
$
-
$
883
-100%
Travel
$
-
$
500
-100%
Communications
$
210
$
83
154%
Postage
$
101
$
417
-76%
Printing
$
-
$
3,216
-100%
Promotional Activities
$
-
$
83
-100%
Promotional Entertainment
$
-
$
83
-100%
Office Supplies
$
126
$
42
201%
Dues
$
-
$
83
-100%
Aid
$
-
$
12,500
-100%
G & A
$
2,121
$
2,121
0%
Materials Center
$
-
$
83
-100%
Promotional Advertising
$
4,350
$
6,250
-30%
Tax Collector
$
1,217
$
1,217
0%
Total Direct Expenses
$
14,347
$
40,347
-64%
Net Income
$
39,989
74%
YTD as of
TDC Year to Date 2012
5/31/2012
Annual
Variance
P & L Report
Actuals
Budget
Budget
Bed Tax Revenue
$
389,195
$
374,000
4%
Carry Forward
$
152,336
$
228,501
-33%
Interest
$
2,000
$
3,000
-33%
Total Revenue
$
543,531
$
605,501
-10%
Direct Expenses
Salaries
$
40,802
$
63,720
-36%
Benefits
$
11,254
$
19,120
-41%
Other Contract Services
$
41,844
$
70,600
-41%
Software Support
$
9,813
$
10,000
-2%
Travel
$
6,600
$
6,000
10%
Communications
$
1,337
$
1,000
34%
Postage
$
4,542
$
5,000
-9%
Printing
$
23,818
$
38,587
-38%
Promotional Activities
$
803
$
1,000
-20%
Promotional Entertainment
$
150
$
1,000
-85%
Office Supplies
$
642
$
500
28%
Dues
$
760
$
1,000
-24%
Aid
$
127,500
$
150,000
-15%
G & A
$
16,968
$
25,457
-33%
Materials Center
$
88
$
1,000
-91%
Promotional Advertising
$
49,558
$
75,000
-34%
Tax Collector
$
9,736
$
14,604
-33%
Total Direct Expenses
$
346,215
$
483,588
-28%
Net income
$
197,316
36%
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Correction:
Responses needed by Thursday, July S, not July B. Sorry for the confusion.
Charlotte Lombard Bireley
St. Lucie County Tourism
772.462.1539 ofc
272.462.6431 fax
772.480.6375 cell
2300 Virginia Avenue
Ft. Pierce, FL 34982
Description SIT LDgD-02
M
From: Charlotte Bireley
Seat: Monday, July 02, 2012 6:99 PM
To: Charlotte Bireley
Subjennifer Garrity; Michael pprowl fxx u sattetlee; Heather Young
Subject 2013 TDC Budget Approval Requested
TDC Members,
At the last TDC meeting on June 13,1 presented a proposed 2013 TUC budget. After much discussion, the TDC unanimously motioned staff to do the following:
1. Work with the County's Office of Management and Budget to Increase the estimated tax revenue amount to a more realistic number based on past trends. Numbers
discussed ranged from $4501, to$4J5k.
2. In order to improve exposure and reach for St. Lucie County tourism, TDC directed staff to Increase the budget line items for Promotional Advertising and Travel using
additional funds in the estimated tax revenue. During this discussion, staff advised that due to additional advertising, the budget line item for Contract Services would
need to increase in order to create additional messages and advertising. See additional staff recommendations below graph.
3. Maintain a 3-4 month tax revenue amount in reserves.
Based on your Input, I have put together a spreadsheet below that reflects your requested changes. The first column (2013 original) represents the budget that was originally
presented to you at the June meeting. The second column (2013 revised) represents the budget with your requested changes as well as changes recommended by staff —I have
highlighted the areas of change.) have also included a detailed explanation of each budget line item and why the budget Increased or stayed the same.
Please review. I am asking the TDC to approve this budget byThursdav Iuly B so it can be presented to the Board of County Commissioners during their Nudger workshops next
week. If,ou have any questions, please call or email me. PLEASE ONLY REPLY TOME DO NOT REPLY WALL
Thank you.
Orange Highl'eht=
• Tax Renee wincreased fr..$374,000 to$450,000 per the request of the TOC and with the approval of SLC's Office of Management and Budget.
• Fund Balance Increased from$279,291 to$306,622. After further analysis, the SEC Office of Management and Budget determined that our Fund Balance would be
slightly higher than originally estimated.
• Ig1yL Due to increases in Tax revenue and Fund Balance, total budget increased to$756,622.
Pink Highlights
• salary/Benells Salary/BenefRs line item increased from$81,360 to$90,100. This is due to reflect family insurance instead of single Insurance. This represents a change
to Benefits only, Salary did not change.
• Contract Sewers- As mentioned above, more promotional advertising will require additional outside contractor services to help create and deliver the messages. This
includes services such as media buying & placement, graphic design, N production, etc. Staff recommends Increasing this line Item from $20k to $35k.
• Travel Per the unanimous request of the TDC, staff will identify St. Lucie Counts participation in additional travel shows (most in partnership with Visit Florida and
Martin County) held In key markets and/or reaching key niche audiences.
• Postage: With additional advertising and exposure comes additional fulfillment In other words,staff expects more information requests and inquiries that will require
additional postage. Staff recommends increasing this line Item amount to cover the shipping of materials to additional Travel Shows and general fulfillment costs.
• Prnmofonal Advertising- Significant increase per the request of the TDC. Marketing plan for use of Promotional Advertising funds to come.
• G&A, General Administration costs. Last year, the County hired an outside firm to conduct a County wide study that would determine more accurate Interdepartmental
expenses. The results of this study indicated that tourism's general administration services should Increase from $25,457 to $51,868 annually. Expenses in this line item
Include Interdepartmental services such as: Financial services (accounts payable/receivable), procurement/purchasing oversight, human resources services, legal
counsel, overhead (utilities, maintenance, custodial, etc.), IT support, etc.
Green Hijazl ht
• Reserves-TDC directed staff to maintain a reserve amount that was equal to 3-4 months of revenue. Reserves In the proposed budget were reduced from$200,870 to
$138,050. Cid ch tfan: $450,000(a ../ estimated tax revenue) divided by 12 (months) _ $37,,500 (average monthly revenue). $37,500 /average monthly revenue) x3.5
(months) Is $131,250. The reserve amount is budgeted at$138,050, just slightly above 3.5 months ofour estimated tax revenue. Side note: Staff conducted an Informal
survey to gather reserve policy Information from other TDCs and CVB's throughout the state. Results were extremely varied and complicated due to different tourist tax
allocations and structures. Staff did find that some organizations maintained a 3-4 month revenue balance as recommended.
Charlotte Lombard Bleeley
St. Lucie County Tourism
772.462.1539 up,
]]2.462.6431 fax
772.480.6375 cell
2300 Virginia Avenue
FL Pierce, FL 34982
www AsIt,ludef, ram
claw Nola:Flontla bar 1.rybi-Ipu11ftc...,la:,a1..,Men wmm...lure to a,4on Caunlyocitialz,¢9ed., County M,.s— aye pu11I—.a 101lo 1. puMv aM m adia upon,c,l a is re pa., of et Wca
only 1.1 all C<unly,ewlas a1,11 s- opan brp--llrsp..ccins aM nfor mpyvipyour r—i mmm—l-, ..,11 Mla -ric. p.I,N +LlVrare wissan ompYon apWss to 11. minm.—Il n ll yeul Yea 11B
aminatlo
e mall In a,or, p%ax minynwrniarby reply awl( eM JLala all maloiols Imm a'I compule,z.
2013 (original)'
2013 (revised)',
Tax Revenue
$
374,000.00
450;000 00 1
Fund Balance
$
279,291.00
1
Total
$
653,291.00
( $ , .
756622:00`�
Budgeted Expense
2012
2013
Salary/Benefits'',
$
81,360.00
$',
90,100.00 '
Contract Services,,
$
20,000.00
i $
35,000.00'
Software Support Service',
$
10,000.00
$
10,000.00'
Travel
$
6,000.00
i $',
10,000.00
Communications
$
1,000.00
$
1,000.00
Postage
$
5,000.00
i $
7,000.00 j
Printing,
$
30,000.00
$
30,000.00
Materials Center',
$
1,000.00
j $
1,000.00
Promo Activities/Entertainment;
$
6,000.00
$
6,000.00
Promo Advertising',
$
100,000.00
1 $
200,000.00
Office Supplies
$
1,000.00
$
1,000.00
Dues & Memberhsip,
$
1,000.00
$
1,000.00 j
Aid (Treasure Coast Sports Commission)]
$
150,000.00
" $
150,000.00
G & A;
$
25,457.00
$ _
61,868.00
Tax Collector
$
14,604.00
' $
14,604.00 ,
Total Budget Expense $
452,421.00
'$
618,572.00
Reserves',
$
200,870.00
$
138050.00:
2
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Strategic Planning Report
by The Hon. Tbo _ D. Epsky
June 20, 2012
Tourist Development Council
Strategic Planning Report
OVERVIEW
Promoting St. Lucie County and its communities as a destination is administered through
St. Lucie County's office of tourism. The office of tourism is responsible for creating annual
marketing plans and programs to advertise and publicize St. Lucie County and its
communities as a destination. The office of tourism operates the day to day activities with
leadership and guidance provided by the St. Lucie County Tourist Development Council
and the St. Lucie County Board of County Commissioners.
St. Lucie County's Tourist Development Council (TDC) is represented by local elected
officials, hospitality professionals and tourism -related community members. The TDC
appointed seats are comprised of three elected officials, three representatives from
accommodations collecting the tourist tax, and three representatives from tourism -related
industries, as directed by Florida Statutes 125.0104. The TDC meets every 2nd Wednesday
of the month at 1:30 p.m. For more information or to receive meeting notices, please call
772-462-2130.
The TDC serves as an advisory committee to the St. Lucie County's Board of County
Commissioners.
Current members of the TDC are:
• Tod Mowery, Chairman & St. Lucie County Commissioner
• Linda Bartz, Vice -Mayor, City of Port St. Lucie
• Tom Perona, Commissioner, City of Fort Pierce
• Marilyn Minix, Owner, Road Runner Resort
• Michelle Valvano, Operator, Perfect Drive Golf Villas
• Paul Taglieri, Director of Florida Operations, New York Mets/St. Lucie Mets
• Chris Egan, General Manager, Vistana's Beach Resort/Sheraton PGA
Tourist Development Council
• Linda Cox, Executive Director, St. Lucie County Chamber of Commerce
• Ryan O'Connor, Operator, The Sandhurst Hotel & Suites
St. Lucie County has a 5 percent tourist tax collected on accommodations rented for six
months or less. The funding is allocated in the following manner:
First & Second Cents- Operation and maintenance of St. Lucie County's Sports Complex
(Digital Domain Park)
Third Cent- Promote Tourism
Fourth Cent- Pay debt service on bonds used to finance the reconstruction and renovation
of the St. Lucie County Sports Complex (Digital Domain Park)
Fifth Cent- 67 percent of the 5th cent tax is allocated to pay debt service on bonds issued to
finance the renovation and reconstruction of the St. Lucie County Sports Complex (Digital
Domain Park). The remaining 33 percent of the 5th cent tax is allocated for capital facilities
that promote tourism located north of Midway Road.
Charlottee Lombard Bireley, Executive Director of the TDC requested the Corporate and
Community Training Institute (CCTI) at Indian River State College assist the TDC by
leading a strategic planning workshop session for the council. Ms. Bireley wanted to ensure
the tourism development taxes raised in St. Lucie were generating the maximum return and
have the TDC positioned to enhance marketing and development of local amenities and
recreational activities for future economic benefit. With a strategic vision, it is hoped the
TDC would better determine success of funded programs
PROCESS
In preparation for the strategic planning workshop, a survey was developed to question
council members and interested community stakeholders about the mission and strategic
perception regarding the TDC. The survey was conducted via SurveyMonkey, an on-line
survey and data gathering website. Invitations were sent to 44 individuals. The survey was
open to respondents from May 23 to May 25, 2012. There were 25 completed surveys
returned, representing a return rate of 57% (well above the expected 30% return generally
received for similar studies).
On May 30, 2012, the TDC members convened at Indian River State College to engage in a
strategic planning workshop to develop a vision statement for the next five years. The
workshop session was facilitated by Thomas D. Epsky, an adjunct instructor with the
college who specializes in human resource management and organizational learning and
development courses. Mr. Epsky summarized the survey results with the council members.
Remarkable in the information gained by the survey was the inability of those surveyed to
be able to clearly and concisely articulate the mission of the TDC. Many respondents were
able to touch on the basic tenants of the purpose for which the TDC was created and exists,
Tourist Development Council
however. The council members discussed how they may better work to ensure all interested
stakeholders have the ability to cite the mission of the organization
A SWOT Analysis (assessment of the TDC's internal Strengths and Weaknesses as well as
external Opportunities and Threats) was conducted with the members. The analysis yielded
from the council members were as follows:
TDC Strengths
• Board members have full knowledge of local tourism opportunities and experience
with tourism;
• Members have personal investment to ensuring success of tourism;
• Institutional knowledge of members and understanding mistakes made in past;
• Board diversity in professional background and business area expertise.
TDC Weaknesses
• As advisory board, lack of power to ensure budget;
• Lack of partnerships and collaboration resulting in duplication of effort;
• Limited revenue/funding;
• Organizational structure (Sunshine Law, Bureaucratic Policy) impedes quick and
efficient decision malting.
TDC Threats
• Economic Recession;
• Competition (instate, other areas);
• Negative perception of potential risk factors that may occur (hurricanes, fires, crime,
coastal pollution);
• Limited ocean front property / hotels;
• Lack of transportation (water taxi, taxi, airport connectors);
• County leadership and support may change and alter priorities, funding.
TDC Opportunities
Tourist Development Council
• Natural Resources;
• Land for ocean front properties;
• More collaborative advertising;
• Agra/Eco tourism;
• Stay -cation possibilities for residents;
o Local $ retained/reinvested in local economy —and- by educating locals, they
become ambassadors
• National focus on youth interest activities;
• We're here, we're open if your plans fall through
Following the assessment and with the information gained from the on-line survey, the
TDC members then began to discuss the long-term strategic focus of the organization. A
new vision statement was unanimously approved by the council at the conclusion of the
planning workshop.
"By 2017, the St. Lucie County TDC will provide a greater
impact in promoting St. Lucie as a top Florida destination for
Eco/Adventure/Agri Tourism; amateur/professional sports; and
other known assets, allowing for increased overnight stays. "
FUTURE CONSIDERATIONS
The TDC members tabled discussion on revising the current Mission Statement. The
council wanted to review the report of the strategic planning and then determine how to
proceed with revising, if necessary, the TDC Mission Statement.
Tourist Development Council 4
1. Meeting Agenda
2. SurveyMonlcey Assessment
3. PowerPoint Presentation
4. SWOT Analysis
5. Reference Material Utilized for Visioning and Mission Statement Development
6. Minutes of the Session
Tourist Development Council
m
St.Wde
Florida i
FL PicrcePort SLtucie 4ry Hg
• Hutchinson Island
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
MEEIING AND STRATEGIC PLANNING WORKSHOP
Wednesday, May 30, 2012
Indian River State College, Brown Center for Innovation (Building Y)
3209 Virginia Avenue, Fort Pierce
11c30am
(PLEASE. NOTE I.00ATIONAND TIME)
L TDCMemberLunchwn(ll30am)
2. Ca11tu OrderO2:OONooa)...........................................----------- -
------------ - -------- _---- Commissioner Mowery
3. Roll Call--------------------------- .------------------ -...........................-----------
-...._._..-.- -------------- - -------- Jennifer Ganity
4. Approval of Minutes from April 11, 2012
....... Commissioner Mowery
5. Financial & Web Reprtt--- ----------------------------------- -_.....-.._............-......_......................_Charloffellineley
a. Mawh2012Revm=andP&LRepmt
b. Website Analybcs
6_ Welcome
7. Our History& Synopsis of Where We Have Been ... - ....................................................... Charlotte Bireley
8_ Where Do We Go From 11=7....... -.... ...---------------- -------------------- ------------------ -..........----------- Thom Epsky
a. SurveyDataandResults
b_ Our Vision Statement
c. Oramission Statement
9. Moviag Fomardand Action Steps --- .._................_..................._..._... Thom Epsky/Chmlotte Bimley
10_ ApprovalofSnategiePlm ing Outcomes ......................................... 1homEpsky/Charlotte Bireley
11_ Adjournment(5.00pm)................................................... -........................ _..... ...... Commissioner Mowery
Please note —Meetings are recorded
Anyone with a disabilityrecpnring accommodation to attend this meeting should contact the SL Lucie
Tourism office at (772) 462-2130 or TDD (772) 462-1428 atleastforty-eight (48) hours prior to the
meeting
Tourist Development Council 6
TDC Strengths
• Board members have full knowledge of local tourism
opportunities and experience with tourism;
• Members have personal investment to ensuring success
of tourism;
• Institutional knowledge of members and understanding
mistakes made in past;
• Board diversity in professional background and business
area expertise.
TDC Weaknesses
• As advisory board, lack of power to ensure budget;
• Lack of partnerships and collaboration resulting in
duplication of effort;
• Limited revenue/funding;
• Organizational structure (Sunshine Law, Bureaucratic
Policy) impedes quick and efficient decision making.
Tourist Development Council 7
TDC Threats
• Economic Recession;
• Competition (instate, other areas);
• Negative perception of potential risk factors that may
occur (hurricanes, fires, crime, coastal pollution);
• Limited ocean front property / hotels;
• Lack of transportation (water taxi, taxi, airport
connectors);
• County leadership and support may change and alter
priorities, funding.
TDC ftortunities
• Natural Resources;
• Land for ocean front properties;
• More collaborative advertising;
• Agra/Eco tourism;
• Stay -cation possibilities for residents;
o Local $ retained/reinvested in local economy —and-
by educating locals, they become ambassadors
• National focus on youth interest activities;
• We're here, we're open if your plans fall through
Tourist Development Council $
Uirif�hat ��ia
. d
Florida
Ft, Fierce' Fort St, Lucie
Hutchinson island
ST. LUC'IlE COUNTY
TOURIST DEVELOPMENT COUNCIL
STRATEGIC PLANNING WORKSHOP,
-W1_EDNESDAIY, MAY 30o 2012
Vision Statement
Definition:
A vision statement is sometimes called a picture of your company in the future but it's so
much more than that. Your vision statement is your inspiration, the framework for all your
strategic planning.
A vision statement may apply to an entire company or to a single division of that company.
Whether for all or part of an organization, the vision statement answers the question,
"Where do we want to go?"
What you are doing when creating a vision statement is articulating your dreams and hopes
for your business. It reminds you of what you are trying to build.
While a vision statement doesn't tell you how you're going to get there, it does set the
direction for your business planning. That is why it's important when crafting a vision
statement to let your imagination go and dare to dream — and why it's important that a
vision statement captures your passion.
Unlike the mission statement, a vision statement is for you and the other members of your
company, not for your customers or clients.
When writing a vision statement, your mission statement and your core competencies can
be a valuable starting point for articulating your values. Be sure when you're creating one
not to fall into the trap of only thinking ahead a year or two. Once you have one, your
vision statement will have a huge influence on decision making and the way you allocate
resources.
Tourist Development Council
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Florida
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ST. LUC.IE COUNTY
TOURIST DEVELOPMENT COUNCIL
STRATEGIC (PLANNING WORKSHOP
WEDNESDAY, MAY 30, 2012
Sample Vision Statements
Five years from now, Paula's will be rated as a "five star" restaurant in Indian River County
by consistently providing the combination of perfectly prepared food and outstanding
service that creates an extraordinary dining experience.
Five years from now, Fort Pierce Computer Services Ltd. will have annual revenues of over
one million by consistently providing timely, reasonably priced repair and instructional
services.
Within the next five years, St. Lucie Tours will become the premier eco-tour company in St.
Lucie County, increasing revenues to 1 million dollars in 2017 by becoming internationally
known for the comfort and excitement of the manatee -watching tours it offers.
Within the next five years, the Women's Center will have helped create a safer, more
harmonious community by helping women acquire the education, skills and resources
necessary to build self-sufficient prosperous lives.
Within the next five years, Metromanage.com will become a leading provider of
management software to North American small businesses by providing customizable, user-
friendly software scaled to small business needs.
Five years from now, Tiny Tots Diaper Service will be the top grossing diaper service on the
Treasure Coast by consistently providing a reliable, affordable service for Moms and Dads
with small children.
Tourist Developtnent Council 10
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Sthide
Florida
ft. fierce , Port St. Lucie
141tchinson Island
TOURIST DEVELOPMENT' COUNCIL
gTILAT EG1C PLANNING WORKSHOP
WEDNESDAY, MAY 30, 2012
Mission Statement
Definition:
A mission statement is a brief description of a company's fundamental purpose. A mission
statement answers the question, "Why do we exist?"
The mission statement articulates the company's purpose both for those in the organization
and for the public.
Mission statements are as varied as the companies they describe. However, all mission
statements will "broadly describe an organization's present capabilities, customer focus,
activities, and business makeup" (Glossary, Strategic Management: Concepts and Cases by Fred
David).
The difference between a mission statement and a vision statement is that a mission
statement focuses on a company's present state while a vision statement focuses on a
company's future.
Tourist Development Council 11
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Florida
Ft. Pierce * fort St. Lucie
• Hutchinson island
TOURIST DEVELOPMENT COUNCIL
STRATEGIC PLANNING WORKSHOP
WEDNESDAY, MAY 30. 2012
Writing a Mission Statement
1) Describe what your company does.
My company's purpose is to:
-Sell shoes
-Provide educational services
-Grow market vegetables
2) Describe how you do it.
• Provide high product quality
• Provide superior customer service
• Protect the quality of the environment
• Ensure equal access to resources
• Encourage innovation/creativity
• Practice sustainable development
3) Add why.
My company's purpose is to:
-Sell shoes of the highest quality so every customer can find a pair ofshoes they actually love to wear.
-Provide educational services that allow all children to experience learning success and become life-long
learners and contributing members ofour community.
-Grow market vegetables using organic, sustainable farming practices to give people safe and healthy
food choices.
4) Put your mission statement to work.
Tourist Development Council 12
UirifnradE�r�
. dI
Florida
Ft. pierce ' Port St. Lurie
Hutchinson island
ST. LUCIE COUNTY
TOURI .K DEVEL OPMENT COUNCIL
STRATEGIC PLANNING WORKSHOP
WEDNESDAY, MAY 30. 2012
Current St. Lucie County Tourist Development Council Mission Statement:
To market St. Lucie County and its cities as a destination and to promote activities that
will generate new or repeat visitors, thereby creating a positive economic impact for
St. Lucie County.
Tourist Development Council 13
How to Write a Vision Statement
A vision statement is your ticket to success. A photograph in words of your company's future, it
provides the inspiration for both your daily operations and your strategic decisions.
Without a vision statement, effective business planning would be impossible; it's the vision
statement that provides the destination for the journey, and without a destination, how can you
plan the route?
If you don't have a vision statement, don't panic. I bet you do have a vision of what you want
your business to accomplish; you just need to articulate and formalize it. Here's how to write a
vision statement:
1) Examine your mission statement.
As I say in my mission statement definition, a mission statement answers the question, "Why do
we exist?" for a company. (I also give several sample mission statements in this article.) What is
it you do well? How do you do it?
(If you don't have a mission statement already, How to Write a Mission Statement will lead you
through the process.)
2) Dare to dream.
Before you can travel to the moon you have to look up at the stars. To write a vision statement,
focus on the basics of your mission statement and extrapolate; where is your business going to be
five years from now? What will your company have accomplished?
Forming a mental picture will help. If you have trouble visualizing your business, mentally script
your own news byte. Imagine that you, the CEO of your company, are being profiled on the
news. What are you and your company being recognized for? For instance, if your current
business involves yoga instruction, you might imagine yourself being featured on the news for
opening your twelfth franchise.
3) Shape your vision statement; apply the formula.
Maybe when you were picturing the future of your company, you saw a whole list of
achievements scroll by or imagined all sorts of disjointed clips. To write a vision statement, we
need to distil your vision into a usable form. Use the following formula to shape your vision
statement:
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Five years from now, (my company name) will by
Using this formula to write a vision statement will force you to choose what you consider to be
the most important accomplishment of your business and give you a time frame to accomplish it.
For instance, here's a sample vision statement:
Five years from now, Tiny Tots Diaper Service will be the top grossing diaper service in the
Lower Mainland by consistently providing a reliable, affordable service for Moms and Dads
with small children.
See Sample Vision Statements for more examples.
4) Commit to your vision statement.
Take action to make your vision statement come true: Use it as the basis of your business
planning.
As the vision statement provides your destination, the 'where you want to get to', all of your
goals and strategies will focus on making it happen. It's the natural basis for all of your business
planning.
• Keep your vision statement alive: Share it with potential partners, staff and employees if
you have them.
If you just tell it to people once, your vision statement will fade and disappear. So besides talking
about it, keep your vision statement alive by keeping it physically prominent. Print it out and
post it on your desk, in your staff room, wherever you, your colleagues and your staff will see it
(and be reminded of it) daily.
Is Your Vision Statement the Right One?
It isn't hard to write a vision statement. But it is sometimes difficult to write a vision statement
that truly encapsulates your vision for your company. When you write your vision statement,
make sure that you have chosen the vision that is most important to you. If you don't fully
believe in your vision statement, you won't be able to fully commit to it and writing a vision
statement that you can't or won't fully commit to is a waste of time.
Tourist Development Council is
How to Write a Mission Statement
The mission statement articulates a company's purpose. It announces to the world at large why
your company exists.
So you can think of a mission statement as a combination of what your company does and how
and why it does it, expressed in a way that encapsulates the values that are important to you.
Here's how to write a mission statement in three easy steps.
1) Describe what your company does.
No need to be fancy here. Just say it, for the moment.
Sample Mission Statements
My company's purpose is to:
Sell shoes
Provide educational services
Grow market vegetables
2) Describe how you do it.
This is the tricky part, because we're not looking for a detailed description of your business's
physical operations here; we're looking for a description of how your business operates
generally. For most people, this means incorporating one or more of your core values into your
description.
So take a moment to think of/list the core values that are important to you that are expressed in
your business. Here are some sample values that might be important to you and the way you do
business that you may want to use when you write a mission statement:
Sample Values
• Provide high product quality
• Provide superior customer service
• Protect the quality of the environment
• Ensure equal access to resources
• Encourage innovation/creativity
• Practice sustainable development
It might be helpful to focus on your business's core competencies when you're considering which
values are worthy of being a part of your mission statement. Once you've decided which core
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values are most important, add one (or two at the most) to your description of what your
company does.
3) Add why.
When you write a mission statement, this is the part that describes your spark, or the passion
behind your business.
Why does your business do what it does? For some people, it helps to think back on why they
started their business in the first place.
4) Put your mission statement to work.
Besides directing your business planning, you want your mission statement to be front and center
in the minds of everyone who works in your business and communicated to customers and/or
clients. As the statement of why you exist, it's also the statement that explains to them why they
would want to do business with you.
Some businesses go so far as to make their mission statements the themes of their advertising
campaigns. If you do nothing else, you should make sure your mission statement is highly visible
in your business premises, on your website if you have one, and on all your marketing materials.
A good mission statement isn't just a slogan, it's an operations manual and it can't provide the
guidance it's intended to provide if people aren't familiar with it.
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