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Home My WebLink AboutMinutes July 11, 2012thicie Florida rL Pierce • Port $t. Lucie Hutchinson Island 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 Order........................................................................................................... Commissioner Mowery 2. Roll Call...............................................................................................................................Jennifer Garrity 3. Self-Introductions...................................................................................................Commissioner Mowery 4. Approval of Minutes from 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.......................................................................................Thom Epsky 7. 2013 Proposed Budget -- Final..........................................................................................Charlotte Bireley 8. Other Business........................................................................................................ Commissioner Mowery 9. Public Comment.............................................................................................. Commissioner 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. Yearto 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. NWX11V4khI=11 &1&1iiUP►Te3I7\1NIlk MrA W711i17 Charlotte Bireley gave an update on the New York Mets Spring Training. Presentation attached. 1�+11111i 6+a�S�73e\�1�>tF�:L�]�J137� �7�1i]77 1 —. t 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. 11. ADJOURNMENT 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% v o 00 o n o a o 0 n m ti CO 0 <} N 00 y. N V 00 O � N W e at N 6 IR N M 00 O V1 N 00 OI^ N > 0 — D M d 7t m 00 h n i CO I� Q1 u i W r,ti a a: a)an ! - D p O � O C d N 00 to N Q.l O o O a Q 0 Ql c-1 d. w N V N o0 O Oi i N _ V N W d N W 3 N -Oi lD N e d' o n Ol R tD o co oc `~ N w 00 N W c W O L j Lr to l0 V N W ccool L!1 m 0cl� O V N coC N CL Q ci Ln N <t Lp M O d' N 00 OV O W V N 00 m.,, L d' N W O Lr V N CO LLI lL` d N W V N 00 W y Y N y cc •N Ol N vt N- G O' O U '> v 1- 0 eu 3 m Mn 0p > a m Q Z > a m Q Z Pom: To: pardae.irdw Sublet: PE: A13TeC Burg&Toad Regaled Dale: HOM ,Jsy O1, Al36:9e:11 Be ABa,rowm : ITursAS.STL lUdx9].a9 Carrecticn: Responses needed by Thursday, July S, Dal B. Sorryfor the confusion. Charlotte Lombard Bireley St. Lucie County Tourism 772,462.1539 ofc 772.462.6431 fax 772.480.6375 cell 2306 Virginia Avenue Ft. Pierce, FL 34982 Description: SIT Logo-02 u From: Charlotte Bireley Sent: Monday, July 02, 2012 6:44 PM To: Charlotte Bireley Cc: Jennifer Garrity; Michael Sullivan; Mark Satterlee; Hoother Young Subject: 2013 TDC Budget Approval Requested TDC Members, At the last TDC meeting on June 13,1 presented a proposed 2013 TDC budget. After ..on 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$450k to$425k. 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. I have also trammed a detailed explanation of each budget fine item and why the budget increased or stayed the same. Please review. I am asking the TDC to approve this budget by Tuesday July B so it can bs presented to the Board of county Commissioners during their budget workshops next week. If you have any questions, please call or email me. PLEASE ONLY REPLY TO ME DO NOT REPLY TO ALL, Thank you. Course xivhll ht• • TaxT Herapm -Increased from$374,000 to$450,000 per the request of the TDC and with the approval of 3LCs Office of Management and Budget. • Fund Balance: Increased from$279,291 to$306,622.After further analysis, the SLC Office of Management and Budget determined that our Fund Balance would be slightly higher than originally estimated. • Total:Due to increases in Tax revenue and Fund Balance, total budget increased to$756,622. Pin4 R'ghl'vlits • Salarv/Benebtr Salary/Benefits line Item Increased from$81,360 to$90,100. This is due to reffect family insurance instead ofsingle insurance. This represents a change to Benefitsonly, Salary did notchange. • Contract SerAces 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, TV production, etc. Staff recommends increasing this line item from $201, to $35k. • Travel: Per the Unanimous request of the TOC, staff will identify St. Lucie Carry's participation in additional travel shows (most In partnership with Visit Florida and Martin County) held In key markets and/or reaching key niche audiences. • Postsee: 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. • PrmmatinnalAdvartisinw 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 $61,858 annually. Expenses in this line item include interdepartmental services such as: financial services (accounts payable/recelvable), procurement/purchasing oversight, human resources services, legal counsel, overhead (utilities, maintenance, custodial, etc.), IT support, etc. Green lllehl'eht • Rasv,t TDC directed staff to maintain a reserve a mount that was equal to 3-4 months of revenue. Reserves in the proposed budget were reduced from$200,870 to $138,050. Calculation: $450,000 (annual estimated tax revenue) divided by 12 (months)=$37,,500 (average monthly revenue). $37,500 (average monthly revenue) x35 (months) Is $131,250. The reserve cmountis budgeted at $138,050, just slightly above 3.5 months afoot estimated tax revenue. Side note: Staff conducted an informal survey to gather reserve policy information from other The, 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 Birelay St. Lucie County Tourism 772.462.1539 of. 772A62.6431 fax 772.480.6375 cell 2300 Virginia Avenue Ft. Pierce, FL 34982 ,L1 tal rtidf . cn tau l:Fl L Y 'is.lu pu11—In. r npl _ " eo v M'9In,'L¢.,--pue:c—.,—'LsVe I. ill plate xM-la ,,"- l IA alloy r, sr LW, ly la r-o ps-w II p..u.. I I y Y ] "rzLonav A be slBrl io pubreti¢oxu,e w¢.s a n.... .apples b ala wmm ltyw,e—d Piz ems( n -o pass-1b Pn ceMx, Oy reply a coal N as. al n3l.-al 1— all compW.rs. 2013 (original) € 2013 (revised) Tax Revenue $ 374,000 00 Fund Balance $ , 279,291.00 $,, 306,622':00' Total, $ , 653,29100 I $.;: 756,622e00;; Budgeted Expense 2012 2013 Salary/Benefits, $ 81,360.00 $ 90,100,W Contract Services!, $ 20,000.00 $ 35,000.00- Software Support Service $ 10,000.00 $ 10,000.00 Travel% $ 6,000.00 $ - - 10,000.00; Communications; $ 1,000.00 $ 1,000.00 Postage $ 5,000.00 C $ 7,000.00 Printing, $ 30,000.00 $ 30,000.00 Materials Center: $ 1,000.00 ' $ 1,000.00 Promo Activities/Entertainment; $ 6,000.00 $ 6,000.00 Promo Advertising' $ 100,000.00 $ - 200,000.00 Office Supplies $ 1,000.00 $ 1,000.00 Dues & Memberhsip I $ 1,000.00 $ 1,000.00 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 $ ,; 138,050.00 Strategic Planning Report by The Hon. Thomas D. Epsky June 20, 2012 Tourist Development Council Strategic Planning Report 161TAMIRTH01�.7 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 making. 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 APPENDICIES 1. Meeting Agenda 2. SurveyMonkey 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 0 1 vFNeaE.sniz �! St. Lucie AAA, I , FL Piercc •Port SL Lu<ie Tom`; • Hutehlnron Island "\tj ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL MEETING AND STRATEGIC PLANNING WORKSHOP Wednesday, May 30, 2012 Indian River State College, Brown Center for Innovation (Building Y) 3209 Virginia Avenue, Fat Pierce 11:30am (PLEASE NOTE LOCATION AND THM) 1. TDCMcmbcrLunchwn(1130am) 2. Call to Order(12:00Noon)......................................... ....-.............-.._......._....--.... Commissioner Mowery 3_ Roll Call ------ _---------- _.........................................-.......-.-....._.-.._.._--sconifer Garrity 4. Approval of Minutes from April 11, 2012..._.------------------------------------- .- .............. Commissioner Mowery 5_ Financial & Web Report-------------------------- _-------- ......---------- _......_......_.-.......-.--.....---- .Charlotte Birelcy a_ Mmch2012Rcvvn=mdP&LReprt b. Website AnOyties STRATEGIC PLANNING WORKSHOP 6. Welcome & Introductions ..................................... ----------------- ._.......-.Thom EPsky T Our History&Synopsis of Where Wellave Been ------------------- ..................... .---------- ....-...Charlotte Bireley S. Where Do We Go From IIere?.........__...........__...._..............................................._..____.Thom Epsky a. SmveyDataandResults b. Om Vision Statement c Om Mission Statement 9. Moving Forward and Action Steps--- ------------------- - -------------------- ---- ._--- Thom Epsky/ Charlotte Bheley 10. ApprovalofStmtegic Planning Outcomes... ............................ ......... ThomEpsky/Charlotte Bueley 11. Adjoumment(5.00pm)----------------------------------------------------- ----------------------------- -...-ConmrissionerMowery Please note —Meetings are recorded Anyone with a disability rerpuring accommodation to attend this meeting should contact the SL Lucie Tourism Office at (772) 462-2130 or TDD (772) 462-1428 at least forty-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 (2pportunities • 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 8 Ui, #N d care St. - xie Florida Ft. fierce •. fort St. Lucie • Hutchinsou island ST. L UCIE COUNTY TOURIST DEVELOPMENT COUNCIL, STRATEGIC PLANNING WORKSHOP WEDNESDAY, MAY 30, 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 f�.rfiryrdi��ie^ p� St-, - de Florida Ft: Pierce , Port St. Lucie ^Hutchinson Island ST. LUCIE 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 I 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 Development Council 10 Vritirl+d��ie St - de Florida Fr. Pleice * Poi t St. Lucie ''Hutchinson Island ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL STRATEGIC PLANNING WORKSHOP WEDNESDAY, MAY M 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 ] ] �rifar�m7E�ie .Wici Florida Ft Pierce ' Port 5t. Lucie • Hutchinson Island ST. LUC'IE COUNTY 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 of our community. -Grow market vegetables using organic, sustainablefarming practices to give people safe and healthy food choices. 4) Put your mission statement to work. Tourist Development Council 12 14-h1mrd Uy lelo 4 de Florida Ft. fierce , fort St. Lucie - Hutchinson island ST. LUCIE COUNTY TOURIST ]DEVELOPMENT COUNCIL STRATEGIC PLANNING WORKSHOP WEI7NESDAY 9 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: Tourist Development Council 14 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 15 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 tale 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 Tourist Development Council 16 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. Tourist Development Council 17