TourismMarketing Today The Official Newsletter of Destinations Florida, Inc. | www.DestinationsFlorida.org | February 2021 Investing in Florida by Robert Skrob, CAE The Florida Office of Economic and Demographic Research (EDR) last month released a report that demonstrates that every dollar spent on tourism promotion through VISIT FLORIDA yields the state $3.27 in tax revenue. You can read the full report here: https://bit.ly/vf-roi This significant economic benefit is an increase over the previous calculation of VISIT FLORIDA’s return on investment. The report also highlights that two other tourism-heavy states— INVEST IN FLORIDA... continues on pg. 3 CASANDRA MATEJ ... continues on pg. 3 As Visit Orlando welcomes Casandra Matej (MAH-tay) as its new president and CEO, her colleagues in Florida’s tourism promotion industry welcome her to the Sunshine State. She succeeds George Aguel, who retired after seven years of service to the CVB as part of his long and distinguished career in tourism. With her two decades of experience in the tourism industry, most recently serving as president and CEO of Visit San Antonio, she is well known among the members of Destinations Florida. William D. Talbert III, CDME, president and CEO of the Greater Miami CVB, says, “I have known Casandra for many years working with the Destinations International Board of Directors. She is a solid professional who knows the business and is great with people. We welcome her to Florida!” Matej has long been an active leader driving tourism on national, state, and local levels, currently serving on the board of directors for the U.S. Travel Association and formerly Destinations International, as well as past chairman of the Texas Travel Industry Association. Virginia J. Haley, CDME, president of Visit Sarasota, says, “I met Casandra at a gathering of women who support each other in the destination management world at our national convention a number Casandra Matej Tourism Colleagues Welcome Casandra Matej to Florida
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TourismMarketingToday
The Off icial Newsletter of Destinations Florida, Inc. | www.DestinationsFlorida.org | February 2021
Investing in Floridaby Robert Skrob, CAE
The Florida Office of Economic and Demographic Research (EDR) last month released a
report that demonstrates that every dollar spent on tourism promotion through VISIT FLORIDA yields the state $3.27 in tax revenue. You can read the full report here: https://bit.ly/vf-roi
This significant economic benefit is an increase over the previous calculation of VISIT FLORIDA’s return on investment. The report also highlights that two other tourism-heavy states—
INVEST IN FLORIDA... continues on pg. 3CASANDRA MATEJ ... continues on pg. 3
As Visit Orlando welcomes Casandra Matej (MAH-tay) as
its new president and CEO, her colleagues in Florida’s tourism promotion industry welcome her to the Sunshine State. She succeeds George Aguel, who retired after seven years of service to the CVB as part of his long and distinguished career in tourism.
With her two decades of experience in the tourism industry, most recently serving as president and CEO of Visit San Antonio, she is well known among the members of Destinations Florida.
William D. Talbert III, CDME, president and CEO of the Greater Miami CVB, says, “I have known Casandra for many years working
with the Destinations International Board of Directors. She is a solid professional who knows the business and is great with people. We welcome her to Florida!”
Matej has long been an active leader driving tourism on national, state, and local levels, currently serving on the board of directors for the U.S. Travel Association and formerly Destinations International, as well as past chairman of the Texas Travel Industry Association.
Virginia J. Haley, CDME, president of Visit Sarasota, says, “I met Casandra at a gathering of women who support each other in the destination management world at our national convention a number
Casandra Matej
Tourism Colleagues Welcome Casandra Matej to Florida
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INVEST IN FLORIDA ... continued from pg. 1
CASANDRA MATEJ... continued from pg. 1
Santiago CorradaFebruary 6
The Official Newsletter ofDestinations Florida, Inc.1400 Village Sq. Blvd., Suite 3-250Tallahassee, FL 32312Phone: 850/222-6000Fax: 850/222-6002www.DestinationsFlorida.org
Robert Skrob, CAE, Executive Director
Suzanne Hurst, CAE, Deputy Executive Director
MaryLu Winchester, Member Database
California and New York—had tourism growth rates significantly lower than Florida’s.
This is a direct result of tourism promotion efforts at both the state and local levels. By allocating funds to tourism promotion, Florida invests in one of its top industries, its leading employer, and one of its largest sources of revenue.
The growth in ROI also substantiates that Florida’s model of a public-private partnership for tourism promotion is working. A strong state tourism promotion effort by VISIT FLORIDA promotes
Florida’s brand. Local tourism promotion organizations communicate about their specific destinations within that strong brand. The private sector markets its unique businesses, adding to the tourism promotion efforts and marketing spend. This layered, collaborative approach brings dollars and jobs to the state.
As we face the ongoing challenges of the pandemic and look to rebound, continued investment in tourism promotion at both the local and state levels will be critical to Florida’s economic recovery and return to prosperity.
of years ago. She is smart and fantastic to be with. I know her colleagues in Texas are already missing her. Her presence in Florida is going to be significant, not only for Orlando but the whole state.”
Working with VisitDallas, Starwood Hotels & Resorts Worldwide, and Hyatt Hotels, Matej built her reputation as an industry leader, as noted by Dan Rowe, president and CEO of Visit Panama City Beach, who says, “I look forward to welcoming Casandra Matej to Florida. As a nationally
recognized industry leader with extensive leisure and convention experience, Casandra is a wonderful choice to lead Visit Orlando, as well as battle back from the impacts of our state’s shelter at home orders and restrictions on local businesses.
Stacy Ritter, CDME, president and CEO of the Greater Fort Lauderdale CVB, adds, “We’re excited to welcome Casandra to our Florida DMO family and look forward to working together to promote the Sunshine State.”
$5 Million CARES Grant Will Assist DMOs in Promoting Florida Tourism
On January 6, U.S. Secretary of Commerce Wilbur Ross announced that the Economic Development Administration (EDA) is awarding a $5 million CARES Act Recovery Assistance grant to VISIT FLORIDA, saying, “This investment will support Florida’s tourism industry as it begins to rebound from the coronavirus pandemic and, in turn, will create a stronger and more resilient state economy for the future.”
All of this funding will be used to assist DMO partners across the state and will be matched by $5 million in local investment.
“This marks a huge win for both our industry and our state as we continue
working hard to get Florida tourism back on track,” said Dana Young, president and CEO of VISIT FLORIDA, in messages to the VISIT FLORIDA board and industry partners. “Special thanks to Robert Skrob, executive director of Destinations Florida, for mobilizing his membership to secure 37 letters of support for the application from local DMOs. We sincerely appreciate your partnership and support that have helped us get here today. There’s no question Florida is an amazing place, but it’s the vision and drive of our state’s tourism professionals that make us a premier vacation destination. Working together, I’m confident that we can achieve great things this year and beyond.”
On the CoverCedar Key, located in Levy County, is the heart of the Nature Coast. Outdoor enthusiasts and sportsmen have long found a wealth of opportunities within the boundaries of Levy County. Word has spread about this diverse, unspoiled region known as “Florida’s Natural Paradise” where the human population is dwarfed by the multitude of birds and wildlife that call the area home.Photo: Bonish Photography
FEDERAL FUNDING
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With travelers looking for mid-sized destinations with ample outdoor space for exploring, the St. Augustine, Ponte Vedra & The Beaches VCB, Visit Tallahassee, Visit Panama City Beach, and VISIT FLORIDA collaborated to host an all-female outdoor adventure media tour in November. The press trip was created to increase awareness of the exceptional North Florida outdoor experiences of special interest to women and to spur outdoor adventure getaways to the area
Three North Florida Destinations—One Goal:Increase Awareness of North Florida’s Outdoor Adventures
for winter, spring, and summer from direct flight and drive markets.
The press trip included six thrill-seeking outdoor enthusiasts who enjoyed eight adventurous days experiencing a sampling of activities highlighting unique outdoor activities in each market.
St. Augustine featured saltwater fishing and ghost and historic tours. Tallahassee immersed the group in nature with zip lining,
mountain biking, and kayaking on some of the Capital City’s 700+ miles of trails. In Panama City Beach, the group enjoyed yoga on the beach by day and making s’mores by the bonfire as the sun set.
The successful trip made possible by VISIT FLORIDA was an eye-opening and exciting journey that will bring awareness of the fabulous outdoor adventures in North Florida to millions of readers eager to get out and explore.
Adventure media tour participants enjoy saltwater fishing in St. Augustine, kayaking in Tallahassee, and outdoor dining in Panama City Beach.
Dan Rowe: ‘Tourism Has to Lead the Way’VISIT FLORIDA Chairman Dan Rowe is a clear-eyed optimist. When he took the stage at the annual Chairman’s Dinner and Flagler Awards presentation, he didn’t sugarcoat the reality of what Floridians are facing. He didn’t flinch either. Addressing a room of socially distanced Flagler Award winners, industry leaders, and industry partners, Rowe said, “[You] are the people that can help lead Florida out of this.”
Rowe defined “this” as the 200,000 people whose livelihoods are dependent upon the tourism industry who are unemployed. The entrepreneurs who have closed their businesses. The many families who are struggling to get by. He left no doubt that these are dark days, but his tone was hopeful and his message was strong: “We have to do our part to help them succeed. It is imperative that we get Floridians back to work. Tourism has to lead the way.”
Florida’s tourism industry has a long history of leading the way, and as president and CEO of Visit Panama City, Rowe has witnessed the way the industry has come together each time the state has faced a crisis. Rowe referenced a few of the many challenges met over the years and rallied tourism professionals to come together once again to lead our state through a successful recovery.
“We have to lead,” he said. “We did it after the great recession. We did it before; we can do it again. We are nimble. We are
dynamic, but we are also one of the most important pillars of the Florida economy. We have to stay engaged. So as we go down the road, we have to focus on how do we partner and collaborate with others? How do we extend what we do? We do things together. We have strength through numbers.”
You can listen to Dan Rowe’s full remarks here: https://bit.ly/tourismlead
Dan Rowe urges tourism industry leaders to partner with others to lead Florida forward.Photo: VISIT FLORIDA
LEADERSHIP
WORKING TOGETHER
Tort Immunity for TDC Employees?
The concept of sovereign immunity in English law meant that the sovereign (the king or queen) could not be sued in the government’s own courts for harms caused by the government. This idea was incorporated into Florida law long ago, as Florida adopted English common law when Florida was still a territory. For more on this, I highly recommend the Florida Supreme Court’s “History of Florida Law” website, which discusses how Florida law includes English common law concepts dating back to 1000 A.D. (https://www.floridasupremecourt.org/About-the-Court/History-of-Florida-Law)
Practically, though, modern governments would have a hard time operating if they were seen as unaccountable to the people.
Employee immunity under section 768.28, Florida Statutes, extends to members, employees, and volunteer workers for tourist development councils and tourism promotion agencies created under section 125.0104.
Legal Tips
Steven M. Hogan
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Partly for this reason, Florida has waived the application of sovereign immunity by statute for torts committed by state entities. § 768.28, Fla. Stat.
A tort is a legal concept that requires a party to pay damages to compensate for harm caused to another. Under section 768.28, Florida Statutes, the state has agreed to be sued in court for tort damages that it causes; however, though the state has waived sovereign immunity on its behalf, state employees are immune from liability for their actions so long as they were acting in the scope of their employment and were not acting in bad faith, with malicious purpose, or did not show a “wanton and willful disregard of human rights, safety, or property.” § 768.28(9)(a), Fla. Stat.
The Florida attorney general has found that employee immunity under section 768.28 extends to members, employees, and volunteer workers for tourist development councils and tourism promotion agencies created under section 125.0104. Op. Att’y Gen. Fla. 90-83 (1990). This means that such persons are “not personally liable for personal injury proximately caused by their negligence while they are acting within the scope of their employment or function.” Id.
In this way, TDC and tourism promotion agency employees are protected like other state employees by section 768.28. As always, legal advice should be sought on specific issues when they arise.
Steven M. Hogan is a shareholder with the Ausley McMullen law firm in Tallahassee. Destinations Florida has retained Mr. Hogan to consult with our members on the Tourist Development Tax and related legal issues. You can contact Mr. Hogan at [email protected]. Nothing in this article constitutes legal advice. Please seek counsel of your own choosing before making decisions that impact yourself or your organization.
Legislators, lobbyists, and concerned citizens will gather in Tallahassee for the Legislative Session as they always do, but this year’s session won’t be ordinary. Both chambers have implemented protocols to mitigate the risk of exposure to COVID-19 for members, employees, and visitors to the Capitol complex.
The House has restructured its committee weeks schedule to reduce the number of days members are in Tallahassee, is livestreaming meetings, and is limiting
Things Will Look a Bit Different This Session
audience seating to maintain social distancing. The Senate is using block scheduling for committee meetings so that no more than three committees are meeting at the same time, has arranged for remote viewing by members of the public, and is limiting in-person attendance to the media and those who have been invited to present information. Both chambers will require testing, social distancing, sanitizing, and other safety protocols, all of which will be evaluated often and updated as needed.
House Speaker Chris Sprowls and Senate President Wilton Simpson each issued memorandums on December 18 to provide details on their respective chamber’s protocols:
House memorandum:https://bit.ly/memo-house1
Senate memorandum:https://bit.ly/memo-senate
LEGISLATIVE NEWS
Quick Trips!6
Florida’s Space Coast Featured in National Geographic’s Best of the WorldFlorida’s Space Coast was named one of National Geographic’s 25 Destinations on the Rise for 2021 in its Best of the World round up. In addition to this honor, quite a few other awards, special events, and accolades were had in a year of perseverance, shooting for the moon, and going for the gold despite the difficult times. Visit bit.ly/SpaceCoast2020Wins to see the full list. VisitSpaceCoast.com
Sun Saver Passport Offers Savings, Supports Local BusinessesThe Lee County VCB has launched a free, mobile-exclusive savings passport. The Sun Saver Passport gives users access to deals on attractions, restaurants, and experiences throughout the destination. Since going live in November, there have been more than 2,000 passport downloads and 100 offers have been redeemed. More than 35 industry partners are participating, including Everglades Wonder Gardens, Miromar Outlets, Edison and Ford Winter Estates, and PierSide Grill and Famous Blowfish Bar. FortMyers-Sanibel.com
Mexico Beach Book Drive Supports Hurricane Impacted RegionsThe Mexico Beach Community Development Council organized a book drive to support those impacted by hurricanes Laura and Sally. The Binding With Love Book Drive garnered an overwhelming response and received more than 3,200 books. Books were delivered to Carver Elementary in Deridder, La., where they will be distributed to surrounding impacted parishes. “We are walking the same path and know how a small gift can make such an impact,” states Kimberly Shoaf, MBCDC president. MexicoBeach.com
Florida’s Paradise Coast Focuses on StaycationsThe region has focused recent media efforts toward staycation campaigns, recently working with a number of social media influencers and bloggers based throughout Naples. The destination has worked with micro-influencers, based in the greater Naples area, as well as larger influencers throughout the state, like The Flohemian Mandy Mizell. Through this campaign, Florida’s Paradise Coast hopes to inspire Floridians to explore their own backyard. ParadiseCoast.com
The Flohemian Mandy Mizell shares content with her followers on how to safely explore Florida’s Paradise Coast.
Visitors and locals can visit Explore.FortMyers-Sanibel.com to sign up for the Sun Saver Passport.
Florida’s Space Coast is included in the Family Destinations section alongside locations in the UK, Canada, Hungary, and Romania.
At Carver Elementary: Kenneth Seastrunk, staff; Pamela March, principal; Alexis Cooksey, book drive organizer; Kimberly Shoaf, MBCDC president; and Patricia Crowe, assistant principal
Levy County Is a Fishing ParadiseLevy County BOCC has committed to enhancing areas within Levy County to provide citizens and visitors with a fabulous Florida destination in the Big Bend. One of the newly renovated areas is the boat ramp at the end of Highway 40 in Yankeetown, Fla. The Bird Creek Park and Highway 40 Boat Ramp provide access to the Gulf of Mexico. This fishing paradise allows boaters to safely park and dock with ample space for numerous boats. VisitLevy.com
The Bird Creek Park and Highway 40 Boat Ramp
Quick Trips!7
The battle for the title of World’s Strongest Man is waged in the Bradenton Area for the second consecutive year.
Bradenton Area Hosts World Strongest Man CompetitionWorld’s Strongest Man took place (for the second consecutive year) in the Bradenton Area in November. It featured 25 of the world’s top strength athletes and safely brought visitors (athletes, coaches, and families) to the area when the tourism industry needed it most. Though spectators were not allowed, the competition was later broadcast worldwide, showcasing the destination and its top assets to more than 70 different countries and territories, totaling close to 500 million households. BradentonGulfIslands.com
The ExploreClay.com home page invites visitors to “discover what moves you, Clay County style.”
Clay County Launches ExploreClay.com and Advertising CampaignClay County launched its new tourism website, ExploreClay.com, in October 2020 to rave reviews. The site features an interactive events calendar, business listings for lodging, things to do (attractions, parks, dining, etc.), venues for events/meetings, and an “Explore Your Passions” questionnaire that provides consumers with events and businesses that match their interests. In conjunction with the website launch, the TDC approved a local marketing campaign encouraging staycations. These additional marketing efforts were the focus of an initiative funded by the CARES Act. ExploreClay.com
Visit South Walton Offers Self-Guided Holiday TourVisit South Walton helped visitors enjoy holiday light displays while social distancing with a new self-guided tour showcasing six festive displays. Highlighted displays included The Village of Baytowne Wharf in Sandestin, Cerulean Park in WaterColor, the Seaside amphitheater, the Alys Beach amphitheater, 30Avenue in Inlet Beach, and Barrett Square in Rosemary Beach. An online guide shared as a blog and on social media included preview pictures as well as location information to help guests make the most of the holiday-themed experience. VisitSouthWalton.com
One of the festive holiday displays on the Visit South Walton self-guided tour
Quick Trips!8
The Florida Keys & Key West Offers Safety Advice From ‘Hemingway’The Florida Keys & Key West featured Hemingway look-alikes, wearing masks over signature white beards, in its ongoing Play It Safe campaign. “We look at Key West as being our adopted town,” says longtime contestant Dusty Rhodes. “Wear your mask, socially distance, wash your hands.” A former winner and five regulars in the annual “Papa” Hemingway Look-Alike Contest are featured in a video taken in front of Sloppy Joe’s Bar, a hangout for Hemingway, Key West’s resident literary icon in the 1930s. Fla-Keys.com/sustain
What would Papa say? Wear your mask!
Brian Comes, Visit Orlando board chairman, and John Rivers, founder & CEO of 4Roots and 4 Rivers Restaurants, celebrate the record-setting donation to Feed the Need Florida.
VSC Uses CARES Act Funding to Produce Promotional Videos for PartnersThanks to Sarasota County, Visit Sarasota County was able to utilize $120K from CARES Act funding to create 360 videos for group event facilities, as well as promotional videos about safety for meetings and sports professionals. The VSC’s funding request stemmed from the urgent need for tourism partners to sell themselves in a virtual, online way. VSC is introducing a robust marketing campaign around these assets in February, targeting midweek business. VisitSarasota.com
The custom logo designed for meeting and sports collateral promotes safety in Sarasota.
Visit Orlando’s Magical Dining Raises Record Funds to Ease Local HungerVisit Orlando has donated a record-setting $345,378 to Feed the Need Florida (FeedtheNeedFL.org). The funds will be used to help feed local residents struggling to access food during the pandemic. The donation was raised through Visit Orlando’s Magical Dining program, which promoted eating and take-out at local restaurants. Due to the increase in local business for restaurants, Visit Orlando extended the program an extra month for the longest run in its 15-year history. Since 2009, Magical Dining has raised nearly $1.8 million for local charities. VisitOrlando.com
Martin County Launches #MartinTogether Pass to Gamify Local Business SupportA diverse collection of tourism-facing businesses in Martin County have signed the #MartinTogether pledge, voluntarily committing to follow health and safety guidelines established by the CDC and the Florida Department of Health. To elevate this initiative, the tourism office has launched the free, mobile-exclusive #MartinTogether Pass. The gamified program rewards residents and visitors with exclusive prizes for supporting these businesses through mobile check-ins. Prizes include canvas bags, customized Tervis tumblers, and specially commissioned Guy Harvey fishing gaiters. DiscoverMartin.com/martintogether-pass
The #MartinTogether Pass, in partnership with Bandwango, rewards patrons for supporting local businesses pledged to health and safety initiatives.
Quick Trips!9
Destin-Fort Walton Beach Launches Unique Travel ProductIn 2020, Destin-Fort Walton Beach launched a travel product designed to promote naturally socially distanced experiences. Created and funded by the TDC, the unique travel product introduced individual family excursions, pairing water adventures with local food. Adventure Packs were offered exclusively through local hospitality experts via an online chat feature. With a goal of minimizing crowds and enriching the visitor experience, the destination is expanding the current offerings with a new launch in February. DestinFWB.com
Experience Kissimmee Announces 2020 AwardsExperience Kissimmee is delighted to share its awards received in 2020. The organization and its partner agency, VERB Interactive, took home a silver International Content Marketing Award for Best Use of SEO. The duo also won a Travel Weekly Magellan Awards silver prize in the Advertising/Marketing Campaign category for its partnership with Chubbies. Experience Kissimmee has worked proudly with VERB Interactive since 2016, domestically and internationally promoting the destination as the Vacation Home Capital of the World. ExperienceKissimmee.com
Experience Kissimmee’s campaign with Chubbies promotes the destination to families across the nation.
Pensacola Holiday Trail Promotes Small Business ShoppingVisit Pensacola was in the holiday spirit this season. To promote shopping small, coastally distanced community events, and to get people in the holiday spirit, the organization built a holiday trail in the Experience Pensacola app with a $1,000 prize giveaway. The campaign resulted in 925 new downloads of the app, 153 check-in submissions at local businesses, and nearly 1,000 page views. VisitPensacola.com/app/
Consumers were invited to download the Experience Pensacola app and check-in while enjoying local shops, restaurants, and coastally distanced events during December.
A guided paddle board tour is one of the new Adventure Packs kicking off in February, inspiring all to enjoy exploring the emerald green waters of Destin-Fort Walton Beach.
GMCVB President & CEO Emcees Zoom Meeting on STAYCATIONS: You Deserve One!The Aventura Marketing Council/Chamber of Commerce (AMC) and the Sunny Isles Beach Tourism & Marketing Council enlisted the help of William D. Talbert III, CDME, president and CEO of the Greater Miami CVB, to emcee and interview hotels throughout the Aventura and Sunny Isles Beach area, which were then presented during a webinar to help local hotels recoup from the shutdowns by showcasing their staycation offers. Participating hotels donated great door prizes! MiamiAndBeaches.com
John Allan, GM, Sole Miami; Zakia Sanchez, food and beverage director, Sole Miami; Bill Talbert, president and CEO, GMCVB; and Ibis Romero, executive director, Sunny Isles Beach Tourism and Marketing Council
Quick Trips!10
It’s #GameON in Orlando NorthYouth sports have returned to Orlando North, kicking off with the ECNL Girls Florida Tournament. With safety being the number one priority, Seminole County facilities and the partnering 40-plus hotels continue to follow all guidelines issued by the CDC and federal, state, and local governments. The health and well-being of all staff, citizens, and visitors are key to everyone’s success. #GameON DoOrlandoNorth.com
Visit PC Beach’s TV Series Chasin’ The Sun ReturnsAll new episodes of Chasin’ The Sun, the award-winning television series produced by Visit Panama City Beach, returned Saturday, January 2, on Discovery Channel, featuring more of the fast-paced, heart-pounding adventures that viewers have come to expect since the show’s 2016 debut. The fishing and coastal lifestyle television program filmed in and around the emerald green Gulf waters of Panama City Beach will air Saturdays at 8:30 a.m. Eastern/Pacific and 7:30 a.m. Central. VisitPanamaCityBeach.com
Visit Central Florida Launches Virtual FAM Tour via International Holiday EventVisit Central Florida (VCF) hosted a Zoom holiday reception training event for travel professionals and media in the UK. Prior to the event, participants were shipped the ingredients for a Florida-inspired holiday drink, created by Revival Craft Cocktails in Lakeland. The owner and mixologist at Revival joined for a demonstration on Zoom so guests could participate in learning to make the drink. VCF created this fun and interactive event to keep the destination top-of-mind with tour operators, travel agents, and media. VisitCentralFlorida.org
Tampa Bay to Host Connect Marketplace 2021Connect Marketplace will make its Tampa Bay debut from August 30 to September 1 at the Tampa Convention Center and surrounding area hotels. Connect Marketplace 2021 is expected to facilitate 65,000 face-to-face meetings during the show with an anticipated attendance of more than 3,000. Connect Marketplace will come at a pivotal time in Tampa Bay’s growth with new developments including the J.W. Marriott Tampa Downtown, Water Street Tampa’s bustling downtown core, and the newly renovated and expanded Tampa Convention Center. VisitTampaBay.com
The invitation package shares the ingredients of the Sunshine State Sour, created especially for event guests.
Attendees of Connect Marketplace 2021 will enjoy all the enhanced amenities as well as sunsets like these at the Tampa Convention Center.
Quick Trips!
Discover The Palm Beaches Helps Give Foster Children Personalized BlanketsGiving back to its community is a pillar of Discover The Palm Beaches’ (DTPB) mission—and this past holiday season, the team went beyond the destination to support those in need. DTPB, the official tourism marketing organization for Palm Beach County, teamed up with My Very Own Blanket and hotels and meeting planners across the nation to make personalized blankets for foster children. ThePalmBeaches.com
Each blanket includes a special gift tag that a volunteer personalizes for the child who will receive it.
Empowering members of your industry with the facts and educating lawmakers is a weekly task. To help you, Destinations Florida and our members created the report Destination Promotion: Empowering Florida’s Growth.
The report reveals the truth behind common misconceptions about Florida tourism and the unique role Florida’s local destination marketing organizations play in attracting visitors.
Download your copy of the report at EmpoweringFloridasGrowth.com. If you’d like to have the print files complete with trim marks for full bleeds, send an email request to [email protected].
Destinations Florida’s Partners have put together the Florida Tourism Strong Recovery Marketplace booklet with resources that can help DMOs now and as we move forward into recovery. Our Partners will be updating their research, reports, and programs on an ongoing basis. Visit often for up-to-date support.
DestinationsFlorida.org/StrongRecoveryMarketplace
People in the News
Florida’s Paradise Coast Welcomes New Deputy Director of TourismPaul Beirnes is the newly appointed deputy director of tourism for the Naples, Marco Island, Everglades CVB. Beirnes joins the team at Florida’s Paradise Coast with over 30 years of destination marketing experience that includes leadership roles at the likes of Hilton Worldwide, Visit Orlando, and Disney. In this role, Beirnes will oversee the sales functions of the bureau and assist Executive Director Jack Wert with day-to-day bureau operations. ParadiseCoast.com
Paul Beirnes
Gulf County TDC Announces Promotion, New HireGulf County TDC has promoted Adrianne Glass to marketing director. Glass began with the TDC in May 2014 as a brand ambassador. She has continued to grow and learn within the destination marketing landscape, more specifically when it comes to Florida tourism. Among her most impressive accomplishments include being a part of a team that has won three Flagler Awards—two Henrys and one Silver. The TDC recently announced the hiring of Rebecca Holley as its new marketing and community relations specialist. Holley began her career in the North Florida newspaper industry in October 2013, specializing in photojournalism and advertising. VisitGulf.com
Adrianne Glass
Rebecca Holley
Visit Orlando Announces Board ChairBrian Comes, area vice president for Hyatt Regency Orlando, has been named board chair of Visit Orlando. He will serve a two-year term through Dec. 31, 2022, presiding over board actions to ensure that the mission and goals of Visit Orlando are fulfilled. VisitOrlando.com
Brian Comes
Visit Tampa Bay Announces New PR Coordinator, National Account DirectorVisit Tampa Bay has announced the addition of a new public relations coordinator, Marissa Weaver, who graduated magna cum laude from Florida A&M University with a bachelor’s degree in broadcast journalism. Her experience includes positions with Feeding Tampa Bay, AmeriCorps Vista, and Alpha Kappa Alpha Sorority, Inc. Visit Tampa Bay is also delighted to announce the addition of a new national account director, Ashley Valentine, CMP, who recently joined the Convention Sales team. Valentine was most recently the senior sales manager at Hilton Tampa Downtown and Hotel Alba and brings extensive experience in the hospitality industry with over 13 years of sales, event planning, and coordinating experience. VisitTampaBay.com
Marissa Weaver
Ashley Valentine, CMP
Robert Skrob, executive director of Destinations Florida, has created a 27-minute video explaining Florida
Tourist Development Tax laws for Destinations Florida members so you can understand the law and explain it to individuals within your community. Destinations Florida
As a member benefit for you, Destinations Florida has retained Steven M. Hogan with the Ausley McMullen law firm to provide insight into the operation of the TDT and related issues to Destinations Florida.
There are several situations where it would be helpful for you to have a legal opinion for your community. As a member benefit, you can speak with Mr. Hogan about the facts and laws at a general level.
To take advantage of this program, feel free to reach out to Steve Hogan at the information below:
If you require specific advice on decisions that your DMO will make under the TDT or other law, you can hire Mr. Hogan to advise you separately as your lawyer.
DESTINATIONS FLORIDA MEMBER BENEFIT
Legal Resource for Your DMO
INSIDE: $5 million CARES grant will help promote Florida tourism.Destinations Florida, Inc.
Executive Director Robert Skrob, CAE | Lobbyists Brian Ballard and Mat Forrest, 850/577-04441400 Village Sq. Blvd., Suite 3-250, Tallahassee, FL 32312, USA | Phone: 850/222-6000 | Fax: 850/222-6002 • www.DestinationsFlorida.org
Enclosed is your copy of Tourism Marketing Todaya publication of
1400 Village Sq. Blvd., Suite 3-250Tallahassee, FL 32312
Destinations Florida represents the 55 official county DMOs that promote their communities throughout the world. These tourism promotion activities help to attract 131.4 million visitors to Florida, generating $112 billion in spending and 1.5 million jobs. These activities are made possible by Tourist Development Taxes provided by Florida Statutes Section 125.0104.
Statistics: VISIT FLORIDA Research
Destinations Florida serves as the single unifying voice for all of Florida’s DMOs, providing continuing insight and direction as we face an increasingly competitive tourism marketplace. Organized in 1996, Destinations Florida strives to increase the overall effectiveness of Florida DMOs’ destination marketing efforts through industry education, legislative outreach, enhancing professionalism and facilitating communication.
