Annual Report RecapFY 2018

OVERARCHING GOALS

- Begin Strategic Planning Process

- A 2% increase in the number of visitors to Sarasota County and a 1% increase in visitor spending.

1. Goal 1 – Destination Brand

2. Goal 2 – Destination Development

3. Goal 3 – Enhanced Visitor Services

Agenda

Goal 1 – Destination Brand- Integrated Advertising- Website - Media Relations- Content- Promotions

All Roads Lead to VisitSarasota.com

334,391 Referrals Delivered to Sarasota County Businesses!

• Visits up 43%• Unique visitors up 36%• Pageviews up 50%• Bounce rate down 20%• Virtual Guide Views up 85%

Utilizing a GetSmart E-newsletter signup tool, Visit Sarasota County was able to increase the list of consumer e-newsletter subscribers by 512% over the prior year.

Goal: Increase e-newsletter subscriber base by 3% YOY

Website

Traditional Media: Print

The Research:• Utilized data captured from Arrivalist and Downs & St. Germain to determine

markets of opportunity - identified as Columbus and Cleveland

The Strategy:• Tapped into markets showing organic arrivals to leverage that interest with

paid media • Upped the focus in these markets while staying true to the consistent media

presence in Chicago, Toronto, Philadelphia, and Boston

The Results:• By using a mix of big brand name publications and small, Visit Sarasota

County maintained a robust circulation number while promoting a variety of messages – from Niche (arts, LGBT, meetings/group, and sports) to General Leisure

Print Summary- General Leisure

Traditional Media

Print Summary- General Leisure Media Partners

Traditional Media

Print Summary- Niche MediaAr

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Traditional Media

The Research:• Continuing with the identified opportunity markets as well as the historic markets, we drilled

into each DMA to find the best stations to partner with per target audiences• Research tools used – Strata Market Profiler and MRI

The Strategy:• Spots aired during news broadcasts and programs geared towards women 35+• Focused on NBC and ABC networks to encompass the demographic that skews towards

women 35+ (NBC) while spanning into the younger demo and families (ABC)• Programs included - Live with Kelly, Good Morning America, Dr. Phil, Grey’s Anatomy,

Quantico, The Today Show, Entertainment Tonight, Rachael Ray, The Hub, Ellen, The Bachelor, 2018 Winter Olympic Coverage

Broadcast Summary

Traditional Media

Broadcast Summary - The Results

Cleveland DMA• Stations –WEWS (ABC), WKYC (NBC)• Flight-1/29/18-2/26/18• Added Value -bonus rotator spots• Total GRPs – 736.10• Total spend - $40,000 net

Columbus DMA• Stations – WSYX (ABC), WCMH (NBC)• Flight-1/29/18-2/26/18 • Added Value – Bonus rotator spots• Total GRPs – 722.10• Total spend - $40,054 net

New York DMA• Stations – WABC (ABC), WNBC (NBC)• Flight-1/11/18-2/11/18 • Added Value – Bonus rotator spots• Total GRPs – 280• Total spend - $93,291 net

Boston DMA• Stations –WCVB (ABC), WBTS (NBC)• Flight-1/8/18-2/4/18• Added Value -bonus rotator spots• Total GRPs – 250.4• Total spend - $59,975 net

Traditional Media

Out of Home

The Research:• To cohesively make a dent in opportunity and historic markets, we tapped into executions to make the

biggest impact with a reasonable budget• Research tools used – Outfront and MRI

The Strategy:• Targeted individuals as they moved through their everyday lives with vacation messaging that resonated • Raised awareness for visiting Sarasota using fun and exciting elements that were hard to miss.• Utilized video displays in office elevator and lobby screens throughout the downtown business districts• Implemented transit advertising that could be seen by users, pedestrians, or those in cars passing by the

transit stations• Added in high impact wallscapes in downtown areas for high visibility impact

The Results:• Whether the audience was walking around the cities, using the public

transportation, or riding the elevator to their office, they were almost sure to be touched by one of Sarasota’s messages. All total, the campaign delivered more than 25 million impressions

Out of Home Summary Out of Home

Digital Media

Digital MediaSEM: Google / Bing

Total Spend: $478,208Impressions: 17,859,439Clicks: 1,030,143Conversions: 14,836 – downloaded a guide, requested a guide or signed up for the e-newsletter

• SEM garnered 82% more clicks, and 44% more conversions in FY 2018.• We expanded into a large variety of video content throughout the year, allowing us to reach different

audiences for beaches, events/festivals & general content.• Although we encountered some challenges with mother nature at the end of the year, we were able

to shift focus away from beaches and more towards off the beach activities.

Facebook

• Strong video and ad presence on FB, with creative reaching all demographics, audiences & interests.

• Have seen strong results with ‘beaches’ and ‘events’ themed ads

• Users are highly engaged in the video content – key to engagement is to keep the rotation fresh.

Digital Media

Display

• Consistent or improved metrics quarter over quarter• Arrivals Per Thousand (APM) far exceeds industry standard of .09• Signals of Intent to Travel (SIT) conversions high • Q4 spike in c/SIT and c/Arrival is due to added Meetings/Group awareness push that skews

away from our Arrival and SIT goals

Digital Media

Display Media PlacementsDigital Media

ANALYTICS PERFORMEDON A SAMPLE OF TOTAL ARRIVALS

ARRIVALIST TECHNOLOGYFINDS THE USERIN DESTINATION

USER MOVES FROM HOME LOCATION

ANONYMOUS USER VIEWS CONTENT

ARRIVALIST PIXEL IS EMBEDDED IN THE CONTENT

IMPRESSION MOVEMENT ARRIVAL MEASUREMENT

ARRIVALIST METHODOLOGY

Note: Verified Arrivals are a sample of the arrivals from media exposed users.

ArrivalistData Driven

A main goal for FY18 focused on Arrivals. We set a goal of 0.175 Arrivals Per Thousand (APM). We came in at 0.33 APM, well above the 0.18 APM we achieved last year.

This competitive APM shows the media efforts throughout the year paying off since we were able to achieve such a high APM on awareness/high funnel placements.

Overall verified arrivals increased by 88% over last year

ArrivalistData Driven

Arrivalist: markets aligned

• Top Drive Markets: Tampa, St Pete, Orlando, Daytona, Fort Myers, Naples, Atlanta• Top Fly Markets: New York, Boston, Chicago, Cleveland, Philadelphia, Colum• The alignment with the origin markets and the targeted media markets shows the success of the

campaigns in the associated areasNote: Population size factors into rank as well (i.e. The population size of NY helps give the market an advantage in arrivals versus Columbus

Data Driven

• Days to arrival after exposure is 31-60 days (reflecting namely the drive markets) and 91-180 (reflecting the fly markets)

Arrivalist Data Driven

Integrated Advertising: Columbus & Cleveland Timing: Quarter 2 – January – March 2018Media Platforms: Broadcast, Out-of-Home (OOH), and PrintBudget: $150,000

Print Placements

Collective Arts Network (CAN) Journal, CityScene Magazine, Cleveland Scene, Cleveland Magazine, Columbus Monthly, Ohio Magazine, Prizm MagazineTotal Readership: 538,243

Broadcast Placements

*Tearsheet CAN Journal

• Partnered with NBC and ABC networks: W35+(NBC) and also a millennial/families (ABC)

• Programs: Live with Kelly, Good Morning America, Ellen, The Today Show, and 2018 Winter Olympic Coverage

Total Gross Ratings Points (*GRPs): 1,558

OOH Placements

• Utilize a mix of office elevator and lobby screens, transit kiosks, and high impact wallscapes to provide frequent messaging to core consumers as they move through their day

Total Impressions: 2,460,115

*High Impact Wallscapes*Transit Kiosks

*Elevator and Lobby Video

Results• Utilizing Arrivalist software, 800+ arrivals were reported

directly correlated to the digital media campaign. An increase of 140% year over year.

• A post campaign survey showed a 3% increase in intent to visit Sarasota. That’s an additional 23,000 visitors from Ohio with direct spending increase of nearly $24.2 million.

• Elements of the campaign were noticed by 5% to 8% (60K people) of the target audience.

Media Relations (Domestic)

- Chicago Parent (resulted from media blitz and subsequent visit, is a multi-page feature piece and targets a key geographic and niche market.)

- NYT (major national outlet, round-up piece, and positions us as an Arts/Cultural mecca.

- Today Show - UPTOWN Magazine (national feature from

Art Ovation/Arts & Cultural Press trip)

Goal: Garner 900 Million Earned Media Impressions (Hit over 1,300,000,000!)

Media Relations(International)

ContentGoal: Increase video content (Delivered over 20!)

PromotionsGoal: Sustainable and Eco-friendly Promotional Items

Marketing Grant ProgramNine $10,000 Marketing Grants (Total $90,000)

- Science and Environment Council of SW Florida (Eco-travel campaign)

- Sarasota Film Festival (Moonlight Movies)- Florida Studio Theatre (10th Annual Improv Festival)- Suncoast Foundation for Handicapped Children

(Suncoast BBQ & Bluegrass Bash)- Asolo Theatre Inc (The Jungle Book)

- The Marie Selby Gardens Botanical Gardens (Warhol: Flowers in the Factory)

- Whiskey Obsession (Whiskey Obsession Festival)

- Florida West Coast Symphony (Sarasota Music Festival)

- Sarasota Ballet (International Intensive)

Visit Sarasota County awarded Florida Studio Theatre a grant in the amount of $10,000 toward the out of town marketing for the 10th Annual Sarasota Improv Festival.

Through this grant, FST was able to expand its marketing efforts to constituents in Tampa, St. Petersburg, Orlando and beyond. This resulted in the most successful ImprovFest to date.

53% of the attendance was from outside Sarasota County.

Marketing Grant: Florida Studio Theatre

Media Mix: Print and TV

Airport Incentive Program$250,000 in FY 18 to support Sarasota Bradenton International Airport (SRQ)

- Elite Airlines- Portland

- Allegiant- Pittsburgh, Indianapolis, Cincinnati- Southwest Regional Co-op

- American Airlines- Dallas

- Frontier Airlines- Cleveland, Philadelphia, Atlanta

Goal 2 – Destination Development

Added 6 new properties to 7 International brochures & Websites

Sales Highlights FY18

Room Nights BookedFlorida-based Group Business = 1,198 (Goal 500) Wedding Room Nights = 225 (Goal 300)5,992 total room nights booked

Economic Impact$4,993,455.00 Booked Group Business

By The Numbers

Added 6 new properties to 7 International brochures & Websites

Sales Highlights FY18

Attended23 Tradeshows Attended5 Segments of business:

MeetingsReached: Corporate, Government, Association, SMERF, 3rd Party Planners

InternationalReached: UK, German, Canadian & Latin American OperatorsWeddingsReached: Engaged Couples and Wedding PlannersMotorcoachReached: Domestic Group Tour Operators Travel Agents Reached: Domestic Travel Agents

Tradeshows

Sales Highlights FY18

FAMS: 60 Buyers HostedTwo Meeting Planner FAMS Motorcoach with BACVBUK Tour Operators VISIT FLORIDA Mexican Tour Operators Brand USA FAM

Sales Missions: 200+ Buyers visitedAAA Orlando & Miami Areas Tallahassee Meeting PlannersCanadian Agents (Toronto & Montreal)

Site Inspections:30+ Meeting/Leisure Group Buyers Hosted

FAMS / Sales Missions / Site Inspections

Meeting Sales Highlights FY18

Hosted Industry MeetingsInternational Inbound Travel Association Leadership SummitMeeting Professionals International Academy

Incentive Program13 Organizations Utilized21 Applied For Future Business

Leisure Sales Highlights FY18Leisure Sales Specialty Market Advertising

Travelsouth Going On Faith

International Highlights FY18Germany SUP Promotion25% Increase in bookings

Canada Online Training PromotionPrint/Banner/Eblast Marketing 156 Canadian Agent Enrollees

VISIT FLORIDA Love London CampaignCollaboration w/ 9 Florida DestinationsSarasota “Deal of the Week” was best performing3% increase in room nights 25% increase in passengers

International Highlights FY18International Product PortfolioAdded 6 New Businesses to 7 International Brochures & Websites

Partnership Highlights FY18

94% Partner Satisfaction of Visit Sarasota County Services

441 54623% Increase

Active Partnerships

• Attended three sports tourism tradeshows and directly connected with over 100 sports event right holders through appointments.

• Submitted 8 bids for 10 future major events occurring through 2021. o Awarded 5 eventso 4 bids are still tentative

• Distributed over $460,000 in event grant and sponsorship funding through intensive qualification and assessment process.

VSC Sports Team Highlights

• Hosted the 2017 USRowing Annual Convention at the Hyatt Regency and Nathan Benderson Park

• Attended 4 international rowing events to promote Nathan Benderson Park for future event attendance, training opportunities and rowing vacations

VSC Sports Team Highlights, cont’d

Notable Events Hosted in FY18

Increase sports room nights in Sarasota County by 5% over FY 2017

FY 2017: 61,884FY 2018: 81,885

Outcome: 32% increase

Goal 1

Increase training room nights by 20% over FY 2017

FY 2017: 6,766FY 2018: 8,243

Outcome: 21% Increase

Goal 2

Due to increased marketing activities leading up to the World Rowing Masters Regatta, as well as the bid preparation and subsequent planning for the U23 World Rowing Championships in 2019, it was decided that the planning for a VSC-created event would be extended through FY 19.

Outcome: We have been in discussion with SANCA, USRowing and British Rowing about partnership opportunities for a new rowing event in 2020 and will be continuing that dialogue in the coming weeks.

Goal 3Create one VSC themed Sports Event that generates

100 room nights

• Sarasota Co. Room Nights: 81,885

• Sarasota Co. Economic Impact: $97,765,727

• Regional Room Nights: 110,019

• Regional Economic Impact: $137,973,414

• Number of Events Supported: 114

Sports Impact by the Numbers

Goal 3 – Enhanced Visitor Services

Visitor CenterGoal: Increase interactions by 10% (Increased by 38%!)

Visitor ExperienceGoal: Always On Strategy

ProgrammingGoal: Increase engagement in promotions (Goal 105 partners, reached 171!)

Group OutreachGoal: Increase Welcome Bags by 5% (Increased by 43%!)

Crisis CommunicationsRed Tide, Summer 2018

- Updated Website- Information in Visitor Center- Surveys and Resources for Industry- Major Media Relations (International,

National, Regional and Local)- Collaboration with Mote, FWC, Sarasota

County Government and More! - Awarded Visit Florida Emergency

Marketing Grants

Administrative & Professional Services

Org Chart

Industry & Community Involvement• St. Armands Circle Association Board of Directors • Lakewood Ranch Business Alliance Events Committee• Downtown Sarasota Alliance Board of Directors • Sarasota Chamber Government Issues Council • North Port Chamber of Commerce Marketing Committee• Leadership North Port• Leadership Englewood• Englewood Chamber of Commerce Tourism Committee• SPARCC (Safe Place and Rape Crisis Center)• Junior League of Sarasota• Women & Tourism Scholarship Committee• Community Footprints Committee• Sarasota Bayfront Stakeholders 20:20• Museum of Consciousness• Sarasota Bradenton International Airport Advisory Council• Meeting Professionals Int’l – South of Skyway Chapter• Sarasota Tiger Bay Board of Directors• Executive Committee, VISIT FLORIDA• VISIT FLORIDA Board of Directors• VISIT FLORIDA Marketing Council• Inbound International Travel Association Committee • Destinations International Board of Directors• Destinations International DMAP Board of Directors

Over-Arching GoalsGoal: Increase visitation by 2% above prior year

Result: Visitation grew by 0.6% to 2,726,600

Goal: Increase visitor spending by 1% above prior yearResult: Visitor spending grew by 1.7% to $3

billion

Over-Arching GoalsInitiate the Sarasota County Tourism Strategic Planning

Process• Selected consulting firm JLL to direct process• Initiation interviews held in June with County leadership, all

municipalities, community and business leaders• Potential visitor study completed• Sarasota County stakeholder survey completed• Workshop held with the Tourist Development Council• Presentation of final recommendation to BCC in March 2019

Budget Recap 17-18

Oct '17 - Sep 18 Annual Budget

Management Services 1,150,000.00 1,150,000.00

Communication Services 24,574.95 41,000.00

Postage and freight 61,406.24 84,000.00

Advertising 2,677,273.92 2,684,300.00

In-House PR & Media FAMS 309,872.25 320,000.00

International 346,460.13 350,000.00

Meetings 285,062.21 315,000.00

Promotion 314,021.63 325,000.00

Social/Content 66,563.96 71,000.00

Sports Marketing 615,758.52 625,000.00

Visitor Services 194,097.46 195,000.00

Administrative costs 50,000.00 50,000.00

Subscriptions and Books 174,909.92 175,000.00

Total Expense $ 6,270,001.19 $ 6,385,300.00

Thank You Virginia J. Haley, CDMEPresidentVisitSarasota.comVHaley@VisitSarasota.com