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HomeMy WebLinkAboutMinutes October 10, 2012vriFixt�o�Ex�ora cc Florida Ft. Pierce • Port St. Lucie Hutchinson Island ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL Wednesday, November 14, 2012 Havert L. Fenn Center, 2000 Virginia Avenue, Fort Pierce 34982 10:00 a.m. (PLEASE NOTE MEETING TIME AND LOCATION) 1. Call to Order.......................................................................................................CommissionerDzadovsky 2. Roll Call...............................................................................................................................Jennifer Garrity 3. Self-Introductions...............................................................................................CommissionerDzadovsky 4. Approval of Minutes from October 10, 2012..................................................... Commissioner Dzadovsky 5. Financial & Web Report ....................................................................................................Charlotte Bireley a. September 2012 Revenue and P & L Report b. 5"' Cent Capital Fund Report c. Website Analytics 6. Update to the Vision Statement.......................................................................... Commissioner Dzadovsky 7. 2013 Proposed Marketing Plan ..........................................................................................Charlotte Bireley 8. Rosentraub Contract........................................................................................... Commissioner Dzadovsky 9. Other Business.................................................................................................... Commissioner Dzadovsky 10. Public Comment.......................................................................................... Commissioner Dzadovsky 11. Adjoutmnent....................................................................................................... Commissioner Dzadovsky VISION STATEMENT By 2017, the St. Lucie County Tourist Development Council 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. 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, October 10, 2012 0 1:30 P.M. MINUTES Members present: Commissioner Chris Dzadovsky, Chairman Vice -Mayor Linda Bartz, City of Port St. Lucie Commissioner Tom Perona, City of Fort Pierce Chris Egan, Vistana's Beach Club — Sheraton PGA Marilyn Minix, Road Runner Travel Resort Linda Cox, St. Lucie County Chamber Michelle MacNichol, Perfect Drive Golf Villas Ryan O'Connor, Sandhurst Hotel Members absent: Paul Taglieri, St. Lucie Mets Staff present: Katherine Barbieri, Assistant County Attorney Jennifer Garrity, Recording Secretary Edward Matthews, St. Lucie County Also present: Tom Colucci, Treasure Coast Sports Commission Ray Nau, Melbourne Airport Authority Anne Satterlee, City of Fort Pierce Jon Ward, City of Fort Pierce Alan Hayes, Tours on Horseback Kathleen Fredrick, A.E. Backus Museum Albert Bernetti, Teen Angler 1. CALL TO ORDER: Commissioner Dzadovsky 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. VISION STATEMENT TDC Members recited the vision statement. 5. APPROVAL OF MINUTES The minutes from August 8, 2012 were approved. Tourist Development Council Meeting 0 October 10, 2012 6. FINANCIAL REPORT & WEB REPORT Jennifer Garrity reported that July 2012 revenue was up 13% compared to July 2011 and August 2012 revenue was up 30% compared to August 2011. Year to date revenue is up 11%. Jennifer Garrity provided the TDC with a report on the activity of the St. Lucie County Tourism web site. Website activity report attached. 7. UPDATE ON BACKUS MUSEUM EXPANSION Kathleen Fredrick from the Backus Museum gave an update on the expansion. Commission Perona made a motion to give the Backus Gallery & Museum $400,000 for 2015 with the same stipulations as the UDT SEAL, but not an addition to the $300,000.00 grant they had been already awarded. Linda Bartz seconded the motion. Motion passed unanimously. Vote as follows: Commissioner Chris Dzadovsky - Yes Commissioner Tom Perona — Yes Vice -Mayor Linda Bartz — Yes Marilyn Minix — Yes Linda Cox — Yes Michelle MacNichol — Yes Chris Egan — Yes Ryan O'Connor - Yes 8. PROPOSED VINNY BASEBALL EXPANSION Ed Matthews gave a presentation of the proposed expansion of the Lawnwood baseball field. Presentation attached. Chris Egan made a motion that $300,000 be transferred from Backus Gallery grant to Parks and Recreation for the purpose of building fields for the Vinny baseball expansion. Motioned seconded by Marilyn Minix. Motion approved 5-2. Commissioner Chris Dzadovsky - Yes Commissioner Tom Perona — No Vice -Mayor Linda Bartz —Yes Marilyn Minix — Yes Linda Cox — Yes Michelle MacNichol —Abstained from vote (conflict) Chris Egan —Yes Ryan O'Connor - No Page 2 of 3 Tourist Development Council Meeting 0 October 10, 2012 9. OTHER BUSINESS Jennifer Garrity spoke about the refund check from Treasure Coast Sports Commission for bid fees in the amount of $25,600.00 refund was from the AABC baseball tournament. Jennifer Garrity mentioned the 2012/2013 TDC Marketing plan completed by Charlotte Bireley for the TDC Members review. The Marketing plan will be on the November 2012 TDC meeting agenda. 10. PUBLIC COMMENT Ray Nau gave a brief update on the happenings at the Melbourne International Airport. John Wilkes from the Sunrise mentioned upcoming events at the theatre Anne Satterlee thanked the TDC for its support of the Fort Pierce Authentic Tours and the co-op advertising opportunities. Ms. Satterlee passed around information on FPAT along with discount cards that are now available. Jon Ward mentioned his support for the TDC extensive discussion on TDC funds and funding opportunities. Commissioner Dzadovsky mentioned the new addition for FPAT located near the George Lestrange preserve. Kathleen Fredrick mentioned the upcoming season at the Backus Gallery and Museum. Linda Bartz mentioned the fund raising event being held this evening by the VanDuzer Foundation for one of the area police officers. 11. ADJOURNMENT Meeting adjourned at 3:14 PM. Page 3 of 3 TDC Sept 2012 Variance P & L Report Actual Budget Budget Bed Tax Revenue $ 28,070 $ 14,960 88% Carry Forward $ 19,042 $ 19,042 0% Interest $ 250 $ 250 0% Total Revenue $ 47,362 $ 34,252 38% Direct Expenses Salaries $ 6,360 $ 5,310 20% Benefits $ 1,939 $ 1,593 22% Other Contract Services $ 210 $ 5,883 -96% Software Support $ - $ 883 -100% Travel $ - $ 500 -100% Communications $ 207 $ 83 149% Postage $ 101 $ 417 -76% Printing $ - $ 3,216 -100% Promotional Activities $ - $ 83 -100% Promotional Entertainment $ - $ 83 -100% Office Supplies $ - $ 42 -100% Dues $ - $ 83 -100% Aid $ - $ 12,500 -100% G & A $ 2,121 $ 2,121 0% Materials Center $ - $ 83 -100% Promotional Advertising $ 3,149 $ 6,250 -50% Tax Collector $ 1,217 $ 1,217 0% Total Direct Expenses $ 15,302 $ 40,347 -62% Net Income $ 32,060 68% YTD as of TDC Year to Date 2012 9/30/2012 Annual Variance P & L Report Actuals Budget Budget Bed Tax Revenue $ 535,777 $ 374,000 43% Carry Forward $ 228,504 $ 228,501 0% Interest $ 3,000 $ 3,000 0% Total Revenue $ 767,281 $ 605,501 27% Direct Expenses Salaries $ 64,316 $ 63,720 1% Benefits $ 18,851 $ 19,120 -1% Other Contract Services $ 60,964 $ 70,600 -14% Software Support $ 9,890 $ 10,000 -1% Travel $ 6,670 $ 6,000 11% Communications $ 1,891 $ 1,000 89% Postage $ 5,190 $ 5,000 4% Printing $ 23,818 $ 38,587 -38% Promotional Activities $ 803 $ 1,000 -20% Promotional Entertainment $ 150 $ 1,000 -85% Office Supplies $ 972 $ 500 94% Dues $ 1,155 $ 1,000 16% Aid $ 150,000 $ 150,000 0% G & A $ 25,452 $ 25,457 0% Materials Center $ 188 $ 1,000 -81% Promotional Advertising $ 58,250 $ 75,000 -22% Tax Collector $ 14,604 $ 14,604 0% Total Direct Expenses $ 443,163 $ 483,588 -8% Net income $ 324,118 42% 1 m 7 00 0 m m " o _ 0 tD o m 7 o N 't 00 o W �o � 7 cn N W 10: N O ,'f0 c-I 00 l0 00 O dam' N u ti N m W 1 u I M j N CO O O N Vl O N m 00 o= Zi lm0 t00n V M O tOD N •m-� N W r (P N N Iu u O O In O N f� o to O In c-I a M 00 - 7 to 7 00 o 7 In m a,-1 N o ci 00 O o lD 7 f� O O1 7 O N O CO tD O to 01 N to N N O 00 Q` QI O 7 o O \ M N o `i o t0 CO O N 41 ci N d. 00 r 00 ci ? O V1 7 N 00 n O 0) DD75 to i N N 071 LO m 7 V N W l7D l0 t70 M 0 7 chi N 0000 a � m N O Iri Ln 7 N 00 00 n Ih 7 7 N ti 00 00 M '.CL V1 O CL l7D O cM-1 In LD 7 N OR 00 N N 7 7 M N 00 r~n W l�O m I j 7 N N 00 0 H 7 N 00 co ci 7 7 N 00 N O 7 N N m 00 ti c-1' � LIl VI Y c VI f VI Y (p N ao a C = m F- un Q 3I z : N I m > W a o m bD Q 3 Z St. Lucie Tourism 2012-2013 Marketing Plan Vision Statement., 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. Mission Statement. To market St. Lucie County and its cities as a destination and to promote activities that will generate new and repeat visitors, thereby creating a positive economic impact for St. Lucie County. Purpose The Tourist Development Council and County staff together are the official destination marketing organization charged with promoting St. Lucie as a destination within the travel market. The TDC and County staff guide, plan and implement a wide variety of sales and marketing initiatives. The goal is to deliver the right message, through the right medium, to the right audience, at the right time, in order to maximize the economic impact of travel to St. Lucie County. The marketing plan is the roadmap that guides all TDC sales and marketing efforts for the 2012 / 2013 year. The plan was developed by County staff based on guidance, input and insight from Visit Florida, the state's official destination marketing organization, secondary research, and input from industry partners and professionals. Goals and Obiectives Goals 1. Position and create St. Lucie and its cities as a premier destination based on specific assets that the area possesses 2. Increase St. Lucie's brand recognition amongst the travel industry (esp. Florida) 3. Increase the awareness of St. Lucie's location in Florida 4. Increase repeat visitors 5. Leverage the TDC's budget through partnerships and co-op marketing opportunities 6. Work closely with tourism partners to create and promote attractive vacation packages and special offers 7. Generate and increase qualified inquiries and contacts for the marketing database Objectives 1. Increase annual tourist tax revenue by 5% 2. Increase number of visits to St. Lucie County tourism website (s) by 10% Situation Analysis • For the first time in three years, the TDC's promotional advertising budget has increased. o FY 2011 & FY2012: $75,000 promo adv budget (per year) o FY 2013: $200,000 promo adv budget • St. Lucie County's Tourism office has merged with the St. Lucie County Parks, Recreation and Facilities department forming a new division called Tourism & Venues. In addition to promoting St. Lucie as a destination, the new division will also lead the marketing efforts for the St. Lucie County Fairgrounds and the Havert L. Fenn Center. By booking certain visitor driven events at each of these venues, this will generate additional hotel room nights and add to the economic impact for St. Lucie County. • Tourist tax revenues have been steadily increasing since 2009 allowing for increases in the marketing budget. • In an effort to combine and strengthen tourism efforts, the TDC has formed new marketing partnerships with city organizations to increase tourism within targeted niche markets. Niche markets and partnerships include: o Eco-Tourism —City of Fort Pierce, Fort Pierce Authentic Tours o Meetings/Conventions — City of Port St. Lucie, Port St. Lucie Civic Center Strategies 1. Ensure all marketing initiatives are in line with the Vision and Mission statements. 2. Integrate relationship based marketing programs that maximize the use of technology and provide regular communication with key audiences as well as on -going measurement and reporting (i.e. email marketing) 3. Invest in a multi -media and results driven advertising campaign to reach various target audiences. Media includes: a. Email marketing —communicating destination info to existing database and qualified leads, measurable response/results b. Digital/Online marketing —very targeted, measurable, drives traffic directly to website c. Print —high reach potential, lead generator d. Outdoor— high reach potential, emphasizes geographic location and key assets e. Television — high reach potential, can be very effective and memorable f. Direct Mail —to reach travel writers, editors and travel agents 4. Leverage promotional advertising budget dollars through co-operative advertisements with Treasure Coast counties and other tourism partners (hotels, attractions, tourism organizations, etc.). 5. Create opportunities to promote hotel packages and specials. Emphasize price points and offers in advertising when available. 6. Extend the area's "seasonality" by working with the industry partners to promote appealing packages and special offers year round 7. Continue to promote St. Lucie in key in -state markets to encourage and motivate Florida residents to discover or rediscover St. Lucie 8. Generate earned media coverage and awareness by hosting FAM tours, pitching to travel editors and writers, responding to editorial leads, etc. 9. Maintain local media relationships and efforts to continually educate stakeholders, community leaders and residents on the importance and impact of tourism in St. Lucie County. 10. Assist in the marketing efforts of key strategic tourism partners (i.e. FPAT, PSL Civic Center) by attending and participating in board meetings as well as providing St. Lucie tourism insight and information and other general sales collateral 11. Invest and focus on increasing market share among key niche/interest markets including: a. Fishing enthusiasts b. Eco-tourists c. Meeting/Convention/Special Event planners and promoters d. Golf enthusiasts Target Markets and Audiences Based on research conducted by Visit Florida and other research and data provided by industry partners, it is determined that there are several target audiences to present and promote St. Lucie. St. Lucie must capitalize on the best opportunities to develop a stronger market position while effectively addressing the challenging market conditions and its competitors. Another difficult challenge is conducting primary research on where St. Lucie visitors are coming from and why. This data is difficult to track and gather since most visitors are arriving by car. St. Lucie does not have an airport or a seaport with commercial service that would make visitor data more easily accessible. The target audiences and markets identified for the marketing efforts of 2012 / 2013 include: Geographic 1. Northeast, some Midwest 2. Canada 3. Germany, UK 4. Florida Interest 1. Fishing 2. Eco-Tourism 3. Meetings/Conventions/Special Events 4. Golf Sales TDC staffs sales efforts will continue and expand in 2013. Current efforts will include an integrated and aggressive approach to educating potential visitors about our area by planning and implementing ongoing email campaigns, attending travel shows in key markets and new ones, and making personal follow up calls to individuals who inquire about St. Lucie. This year, TDC staff will produce the 4th annual issue of St. Lucie's Official Travel Guide. This full color, magazine format publication serves as an excellent sales tool to potential visitors, a vacation planning resource to inquiries and a useful reference to visitors who are already vacationing in our County. Overall content in the magazine will be fairly the same with some expanded and added sections. As always, the activities and accommodations index at the end of the publication will be updated to reflect market changes and/or additions. An electronic version of the magazine will be available on the TDC website. All serious inquiries will receive a free copy of the 2013 Travel Guide via mail. TDC staff will also provide the guide to the following distribution channels. These include, but are not limited to: • All St. Lucie hotels, motels, RV parks, campgrounds • St. Lucie managed properties where visitors congregate (Fenn Center, Fairgrounds, Airport, marinas, etc.) • St. Lucie Chamber of Commerce and Seven Gables House • Area attractions • Visit Florida Welcome Centers • Florida Turnpike Service Plazas (select locations) • Travel agents registered through Visit Florida • Travel shows* 1. Philadelphia** 2. Montreal 3. Toronto** 4. Chicago 5. Dallas** 6. Washington, DC 7. New York 8. Boston *All shows are attended in partnership with Martin County CVB in order to reduce expenses. **New travel shows added in 2013. Media Plan and Budget As mentioned in the Situation Analysis section of this marketing plan, the promotional advertising budget has increased substantially compared to prior years. This year's budget is $200,000. The attached media plan lists the advertising opportunities that have been identified to help achieve the goals and objectives outlined in this marketing plan. The cost of the current media plan totals $166,871 leaving $33,129 in the budget. This remaining amount will serve as a contingency budget for short notice advertising opportunities, the possibility of a television campaign (pending successful TV commercial production) as well as marketing and advertising opportunities relating to the St. Lucie County Fairgrounds and the Havert L. Fenn Center.