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VSC Slide for Budget WorkshopMay 15, 2014

Competitive SetPinellas CountyFY 2013 TDT Collections at 5%$30,600,000

FY 2014 Promo budget (58.60% of total) $22,123,000

40,000 lodging units $553 per unit promo

Manatee CountyFY 2013 TDT Collections at 5%$8,918,279

FY 2014 Promo budget (65.8% of total) $6,517,635

6,500 lodging units $1002 per unit promo

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Lee CountyFY 2013 TDT Collections at 5% $28,600,000

FY 2014 Promo budget (53.6% of total) $16,577,567

20,779 lodging units $797 per unit promo

Collier CountyFY 2013 TDT Collections at 4% $16,369,563

FY 2014 Promo budget (43% of total) $8,180,500

11,000 lodging units $743 per unit promo

Sarasota CountyFY 2013 TDT collections at 5%$14,960,000

FY 2014 Promo budget (33.50% of total) $6,543,718

15,332 lodging units $426 per unit promo

ROI on VSC Advertising & Sales Efforts

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FY 2011 FY 2012 FY 2013

VSC Promotional Budget $2,450,792 $2,679,807 $2,930,344

Number of Visitors 808,100 879,300 929,000

Direct Visitor Expenditures $605,817,800 $688,559,700 $757,742,300

% See/Hear/Read Message 28.3 30.2 31.2

% Influenced by Message 45.7 47.5 49.7

Direct Expenditures Influenced by VSC $78,351,022 $98,773,889 $117,498,552

R.O.I. Advertising & Sales $31.97 $36.86 $40.10

R.O.I. All VSC Promo $20.29 $23.99 $26.01

Direct Employment Leisure and Hospitality Category

19,729 20,498 21,151

Visit Sarasota County -- TDT Historic Impact Estimates

Forecast Positive but not Bullish

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• US lodging demand is above 20 year average but RevPar growth is slowing.• The US has recovered pre-recession RevPar, but not Sarasota County.• The northern part of Sarasota County has approximately 2500 hotel/motel

rooms but there are 1000 new rooms in development. Experts warn that in a market when supply of hotel inventory grows more than 2%, it can negatively impact performance resulting in lower RevPar. For Sarasota County, it will be vital to drive new demand and develop new market segments.

• Nationally, transient strong but group recovery is still sluggish. Group percentage of total occupancy continues to decline.

STR DMAI CEO Forum April 2014

US Traveler Sentiment Measure 2014

Sources of Visitor Inspiration “top of the funnel”Friends & Family 54%Magazines 44%Broadcast 44%Destination Website 42%Internet/Search 40%MMGY DMAI CEO presentation April 2014

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