Tourist Development CouncilFY21 Budget Workshop

Occupancy – March 1, 2020 to June 20, 2020

ADR – March 1, 2020 to June 20, 2020

TDT Collections – FY 2018 to Present

FY 2021 Summary

▪ Focus on Essential Programs with a High ROI/High Value

o Visitor Spending, TDT Generation, Room Nights, Stakeholder Value/Participation

▪ Use Data to Drive Business Decisions

▪ Be nimble to react to changes in the marketplace, based on the research

▪ Develop a Strategic Plan with Key Success Metrics

▪ Drive More Value for Industry/Community Partners

▪ Be the Storyteller, both internal & external

▪ Focus on Service to Increase Business

Film Commission

Film Commission

Film Commission

Film Commission

Film Commission

Advertising & Promotions

Advertising & Promotions

Advertising & Promotions

Advertising & Promotions

Advertising & Promotions

Advertising & Promotions

• GULF TO BAY Destination Magazine

• 650,000 Total Production• Out-of-State Distribution

• New York Times (Sunday, FSI Program) -May 17, 2020• Atlanta, Boston, Chicago,

Cincinnati/Dayton, Cleveland/Akron, Columbus, Detroit/Toledo, Indy, Minneapolis/St. Paul, Philadelphia, Pittsburgh, Washington DC

• Atlanta Journal-Constitution (Sunday, FSI Program) - May 17, 2020

• GULF TO BAY Destination Magazine

• 650,000 Total Production• In-State Distribution – May/June 2020

• New York Times• Orlando, Sarasota, West Palm Beach,

Miami/Ft. Lauderdale, Fort Myers-Naples, Gainesville/Ocala

• Orlando Sentinel• Tampa Bay Times• Sarasota Herald Tribune• Jacksonville Times-Union• Miami Herald• Fort Lauderdale Sun Sentinel

Advertising & Promotions

Digital & Communications

Digital & Communications

• Website Performance• 1,413,667 unique visitors (+3.6%)• 51.59% overall bounce rate (-4.01%)• 4,460 destination magazine orders

(+16.88%)• Top Pages

• Beaches• Homepage• Things to do• Events/festivals• Experience Central Ave.

• New Content Wins• Real-time beach conditions page• Expanded international efforts with

campaign landing page, additional translated pages

• Launched Brand USA's Discovery Program in 8 languages

Digital & Communications

• Third-party display• 42M impressions• 278K clicks• 0.67% CTR• $2.07 CPC• 309K conversions• 3.8M completed video views

• Facebook• 16.6M impressions• 600K clicks• 3.61% CTR• $0.14 CPC• 3.6M 3-sec vidoe views

• Google• 7.8M impressions• 436K clicks• 5.6% CTR• $0.68 CPC• 99K conversions• 340K YouTube views

Digital & Communications

• Video Social Series• March 2019-May 2020• 67 social-first videos produced• Focused on beyond the beach

• Culinary• Events• Unique selling propositions

• 5 million views across owned-channels

• 30,830 new followers (+20% than previous 10 months)

• 274,076 engagements per month (+160% than before)

• Total viewing time on FB per month +110%

• Expecting success with awards

Digital & Communications

• Through February...• 120+ placements• 388 million

impressions• 47 media hosted• Two hosted visits

have resulted in writer awards based on the content created while in destination.

Meetings & Conventions

Community & Brand Engagement

Community & Brand Engagement

• Brand Activations• 40 events (YTD)• Focus: Consumer Engagement, Register-to-Win & Promotional Campaigns,

Unique Attractions, Local & Out-of-Market Events, Cross Promotion of Events• Support: Advertising and Promotions, Sports & Events, Meetings• Brand Ambassador Program: 91 active volunteers, $15,000 "value in volunteer

time"• FY21: Alignment with recovery plan, target markets and audience

• Community Relations• Chamber Funding Program (flat for FY21)• FAM Tours, Sponsorships, Memberships & Events within tourism industry• Campaigns: National Travel & Tourism Week, Green Initiative (new for FY21)

Sports & Events

Sports & Events

• FY20 Business Goals• Target: 130,000 – 140,000 room nights (YTD: 79,232)

• Events Suspended: mid-March• Return to Play: mid-June (ongoing)

• Programming Highlights• MLS Spring Training, Elite Invitational, International Pentathlon

• Update Sales Tools: Segment Plans, Video Shoots, Website

• FY21 Business Goals• Target: 165,000 room nights via Retention, Growth and New Events• Travel / Site Visits

Latin America

Leisure Travel

Leisure Travel

• FY20 Goals• Participated in 13 of 18 Planned Consumer

Shows• Attended Major Tour Operator Shows

• Florida Huddle• Connect Marketplace• RTO Summit Orlando• Hosted IITA (International Inbound

Tour Association) 2020 Summit• 280 + Meetings with Domestic, Receptive

and Canadian Operators• Sales Initiatives Suspended Mid-March• Created and are distributing 5 Virtual

FAM's – Traditionally host 30-40 Inbound Educational FAM's

Leisure Travel

• FY21 Goals• Consumer Travel• Domestic Travel Trade

Market• Domestic Tour Operators• Receptive Tour Operators• AAA Auto Club Group

• Canadian & International Travel Trade Market

• Pinellas County Tourism Partnerships

International Marketing

Decision Package

Super Bowl LV

Tourist Development CouncilFY21 Budget Workshop