August 2015 Tourism Marketing Today
Transcription
August 2015 Tourism Marketing Today
Two Northeast Florida DMOs Receive Destination Marketing Accreditation Congratulations are in order for Amelia Island CVB and Visit Jacksonville, the newest Florida recipients of Destination Marketing Association International’s Destination Marketing Accreditation Program (DMAP) seal. The DMAP was given in recognition of these DMOs’ commitment to industry excellence and meeting the industry standard for performance and accountability of DMOs around the world. The program requires a DMO to comply with a multitude of mandatory and voluntary standards that span a variety of performance areas to gain this momentous achievement. The standards cover nearly all aspects related to the management and marketing of a DMO, including governance, finance, human resources, sales, communications, destination development and research. “DMAP accreditation requires DMOs truly evaluate and define not only their policies and procedures, but also determine their guiding principles and solidify their importance to their communities in all they do,” says Jack Wert, DMAP board chairman. “These committed organizations must demonstrate compliance across 16 disciplines, composed of 53 mandatory standards and is globally recognized by the destination marketing industry as the highest achievement in destination excellence.” Three Florida DMOs renewed their accreditation, Bradenton Area CVB, Visit Sarasota County and Visit St. Pete/ Clearwater. Naples, Marco Island, Everglades CVB and Visit South Walton were reaccredited during the most recent DMAP cycle. “This recognition is a product of the hard work and diligence of the entire Amelia Island CVB staff and board,” says Gil Langley, Gil Langley president and CEO of the Amelia Island CVB. “DMAP accreditation is a direct result of the Amelia Island CVB Board of Directors’ adoption of policies that exceed industry standards, as well as our staff’s dedication to excellence and superior service.” “It truly is an honor within the tourism industry to be part of such a select group, an honor made possible by the hard work of the staff Paul Astleford and board of Visit Jacksonville,” says Paul Astleford, president and CEO of Visit Jacksonville. “This accreditation is validation that we have one of the best qualified organizations in the world to accomplish our mission, which is to promote, sell and market Jacksonville as a premier destination to visit for leisure travel, business meetings and conventions, all of which create a huge economic contribution to our community.” EXECUTIVE DIRECTOR’S REPORT Best Family Vacation at Florida Beach by Robert Skrob, CPA Fourth of July is an important holiday for me. Certainly it’s important to celebrate our nation’s birth and the day our country’s forefathers risked their fortunes and their lives for the freedom and self-determination of our nation. It also marks the halfway point of the year. Another half completed, and the second half always slips by faster than the first. With the 2016 Legislative Session beginning in January, the committee weeks begin in September. This month I’m meeting with Tallahassee’s tourism leaders to coordinate our efforts and our plan to advocate for the industry that is our state’s largest employer. During the holiday I did take time to spend with my family. For my wife, Kory, and me, it’s always a treat when our daughter, Samantha, and our son, Robert William, take time from their busy schedules to hang out with us. E.D.’s REPORT continues on pg. 3 2 Six Florida Tourism Professionals Earn CDME Florida is known for its great destinations and its dedicated tourism promotion professionals. Six of these professionals recently graduated from Destination Marketing Association International’s (DMAI) executive program in destination management. The Certified Destination Management Executive (CDME) program was established in 1993 and is recognized as the tourism industry’s highest educational achievement. The focus of the program is on vision, leadership, productivity and the implementation of business strategies. “These individuals who have achieved the CDME designation have set an example of excellence for the entire destination marketing profession,” says Michael Gehrisch, president and CEO of DMAI. Congratulations to Florida’s newest CDMEs! Meredith DaSilva Director of Executive Operations VISIT FLORIDA Tamara Pigott Executive Director The Beaches of Fort Myers & Sanibel Lee County VCB Nicole Rissler Director of Sports Visit Sarasota County Rosemarie Payne Director of Leisure Travel Visit St. Pete/ Clearwater John Pricher Executive Director Visit Gainesville Tracy Ward Vice President of Sales Experience Kissimmee E.D.’s REPORT continued from page 1... Robert William created a fun one-minute video of aerial photography of the St. George Island area with his quadcopter drone. You’ll enjoy watching the video: bitly.com/SKYSGI. Thanks to the Franklin County TDC, Robert’s video already has more than 750 views. As members of your local legislative delegation have meetings, let me know if any issues crop up within your community. It’s important for all of us to be vigilant, looking for opportunities to tell the story of the tourism industry’s contribution to Florida’s economic success. The Skrob family enjoys Fourth of July at St. George Island, Florida. 3 LIVE from... East Central Florida! • • • • • Daytona Beach Area CVB Florida’s Space Coast Office of Tourism Greater New Smyrna Beach Area Visitors Bureau St. Lucie County TDC Visit Vero Beach, Fellsmere, Sebastian Daytona Beach Area CVB The Halifax Area Advertising Authority (Daytona Beach Area CVB) received the coveted Hospitality Sales and Marketing Association International (HSMAI) Adrian Award for its Original American Beach brand video during a Feb. 23 gala in New York City. The event was designed “to recognize inspiring best practices in sales and marketing for the hospitality industry.” Visitors to DaytonaBeach.com have been finding the destination’s newly redesigned website informative and easy to navigate. And now, professionals in the web design field have awarded the site the Interactive Media Award honoring outstanding achievement in website design and development. “It’s an honor to have our work recognized by the Interactive Media Awards,” says Daytona Beach Area CVB Executive Director Tom Caradonio. “We feel strongly that our projects are world-class examples of how the internet can be used to enhance a destination’s message and branding.” Daytona Beach’s TDT collections set all-time records in April, with a 20 percent jump. Much of the increase was attributed to the CVB-supported National Cheerleaders Association Collegiate Cheer & Dance Championships and the increasingly popular Jeep Beach event. The area also saw increased occupancy and average daily rates. Daytona Beach made #10 on Trivago’s list of Top 10 beaches and #1 for Top Deal, coming in at $122/night. The Daytona Beach Area video plays in Times Square during the Adrian Awards. Daytona Beach Area CVB Executive Director Tom Caradonio with the CVB’s Adrian Award 4 LIVE from... St. Lucie County TDC “Record-breaking” and “flourishing” are two words to describe 2014 and 2015 for St. Lucie County. From record-breaking TDT collections and ADR to flourishing activities of eco-tourism, equestrian-related tourism and sports tourism, St. Lucie County is becoming perfectly positioned for a tourism explosion. In 2014, TDT collections reached a record-breaking high at over $3 million, representing a 48.7 percent increase since 2010. ADR also reached a record-breaking increase of 13.7 percent compared to 2011. In June 2015, the destination hosted its firstever “Fishing in Fort Pierce” media FAM tour. Ten media guests were matched up St. Lucie County’s TDT revenues from 2010 to 2014 with the area’s most talented fishing guides to experience the incredibly rich and diverse inshore and offshore fishery of Fort Pierce. Sports tourism, handled by the Treasure Coast Sports Commission, experienced a hefty 17 percent increase in the number of room nights generated compared to the prior year. In 2014, equestrian events increased to 18 compared to eight during the prior year. This generated an estimated $1.9 million impact on the local economy, a 24 percent increase from the previous year. “We have so much to celebrate in St. Lucie County for tourism this year. The county’s tourism activity is better than ever, and 2015 is continuing upward,” says Charlotte Bireley, manager of tourism for St. Lucie County. Glen Pla, host of Average Angler Adventures that airs on BrightHouse in central and west Florida, shows off a nice redfish caught in the Indian River Lagoon in Fort Pierce. Visit Vero Beach, Fellsmere, Sebastian “Indian River County has experienced tremendous growth in Tourist Development Tax revenues this year,” says Allison McNeal, director of tourism. “We’ve had double-digit increases every month, with January being the highest at 28.5 percent, and we are up 20.3 percent for the year.” Indian River and St. Lucie counties partnered to host an International Media FAM Tour provided by VISIT FLORIDA after IPW. For three days members of the media learned why our coastline is called Florida’s Treasure Coast. They were treated to tours of the Mel Fischer Museum, McLarty Treasure Museum and a presentation from Brent Brisben, owner of the local treasure excavation company The Queens Jewels. The Queens Jewels is responsible for the $1 million treasure found in Ft. Pierce last month. The 300th anniversary of the 1715 Fleet was commemorated in Indian River County with a week of events July 27-31. The anniversary brought treasure enthusiasts from all over the world, making it the county’s largest event this summer. “Destination weddings have become a huge market for us in the last several years,” McNeal says. “We have a dedicated website and produce our own Come Discover Love Wedding Guide. Production on the fourth edition is now in progress. Last year’s guide won Platinum awards from both Marcom and Hermes International.” International media representatives visit the stretch of ocean in Ft. Pierce where a cabin wreck from the 1715 Fleet was discovered. Come Discover Love Wedding Guide 2016 5 LIVE from... Space Coast Office of Tourism Even though Eric Garvey, executive director of the Space Coast Office of Tourism, is approaching his first-year anniversary on the job, each day he discovers something new about the Space Coast. “Driving to our offices or meeting with clients, I’m seeing so many things for the first time. Sometimes it’s a beautiful part of our lagoons, a family learning how to surf or even watching rocket launches from different views,” Garvey says. “It’s the mix of nature, adventure and rockets that plays a major role in the Space Coast’s personality. I’m proud to be part of such a unique destination where you can be sunning on the beach or kayaking at night on glowing waters, and then look up to see a rocket thundering into the sky.” Stunning night rocket launch from Port Canaveral’s Exploration Tower Students attend Ron Jon surf school’s Surfing 101 (Photo: Florida’s Space (Photo: Florida’s Space Coast Office of Tourism) Coast Office of Tourism) Greater New Smyrna Beach Area Visitors Bureau In October 2014, the New Smyrna Beach Area Visitors Bureau teamed up with Paradise Advertising to develop a new strategic plan for media, branding and content. As a result, the two 30-second spots now airing, themed “Experience Florida Like a Local” and “Go Where Floridians Go,” are the first in line to celebrate the enchanting destination. “As we continue to implement the branding campaign, expect additional videos highlighting the area’s variety of abundant dining, culture and accommodations,” says Myriah Chandler, marketing manager for the bureau. “Those 90- second spots will be integrated throughout ongoing public relations and editorial outreach.” Among recent accolades, New Smyrna Beach has been voted Best Beach by Orlando Sentinel readers for the eighth consecutive year and has been included in National Geographic’s prestigious list of the World’s 20 Best Surf Towns. Reservation Counter also ranked New Smyrna Beach with the “Highest Hotel Satisfaction Index of any beachfront destination in the U.S.” Beyond the shoreline, quaint New Smyrna Beach has been named one of America’s Top Small Cities for the Arts, hosting frequent arts shows, an artists-in-residence community and educational facility The Harris House, the Little Theatre, monthly Gallery Walks, Arts on Douglas and the HUB on Canal Street offering art workshops and classes at all levels. As part of a new branding campaign, two new 30-second TV spots from the New Smyrna Beach Area Visitors Bureau and Paradise Advertising showcase the enchanting destination and invite visitors to “Experience Florida Like a Local” and “Go Where Floridians Go.” 6 Wednesday, September 9, 2015 2:00 p.m. – 5:00 p.m. Board of Directors Meeting 4:00 p.m. – 6:00 p.m. Registration Desk Open 5:00 p.m. – 6:30 p.m. Welcome Reception Sponsored by Thursday, September 10, 2015 7:30 a.m. Registration Desk Open 8:00 a.m. – 9:00 a.m. Continental Breakfast 9:00 a.m. – 9:30 a.m. Legislative Report by Mat Forrest 9:30 a.m. – 10:15 a.m. A Sneak Peak into VISIT FORIDA’s New Strategic Plan and What it Means to Your DMO 10:30 a.m. – 11:15 a.m.DMAI’s Destination Next with Michael Gehrisch 11:15 p.m – 12:00 Noon Vacation Rental Managers Association Update with Paul Hayes 12:00 noon – 1:00 p.m. Networking Luncheon 2015 ANNUAL MEETING Insider DMO Operations Secrets from the World’s Foremost Experts The Westin Key West Resort & Marina Key West, Florida September 9-11, 2015 1:00 p.m – 2:00 p.m Which is best for your community, a public or a private DMO? 2:15 p.m – 3:15 p.m Fresh Lessons on Successful Leadership at Florida DMOs 3:30 p.m – 4:30 p.m Successfully Navigating Controversial Community Issues 6:00 p.m. – 10:00 p.m. Miles Evening Event Friday, September 11, 2015 8:00 a.m. – 9:00 a.m. Continental Breakfast 9:00 a.m. – 12:00 noon Annual Business Meeting/State of the State Report 8 9 Quick Trips! Greater Fort Lauderdale Hosts 2015 EduCon More than 650 meeting industry leaders from across the globe participated in the 2015 EduCon in Greater Fort Lauderdale, making it the most highly attended education conference held by the Professional Convention Management Association. President Nicki E. Grossman of the Greater Fort Lauderdale CVB addressed the conference, which is expected to contribute an estimated economic impact of nearly $1 million to the Broward County community. Conference delegates left Greater Fort Lauderdale with specially commissioned hand-blown glass turtles made by Hollywood Hot Glass owner and artist Brenna Baker, as a thank-you gift from the CVB. Sunny.org Polk County All Sports Awards Ceremony Sets New Attendance Record Polk County Tourism & Sports Marketing hosted its 15th annual Polk County All Sports Awards (PCASA) and Hall of Fame Ceremony on June 23. The ceremony honored more than 50 high school and collegiate athletes and coaches, and concluded with the induction of the 2015 Class of the Polk County Sports Hall of Fame. The new members inducted were Bobby Downs, John Dunlap, George W. Harris Jr., Tracy McGrady Jr. and Collins Smith. More than 550 people, a record crowd, gathered to honor the winners and Hall of Fame inductees. The evening’s festivities were taped for broadcast on the Bright House Sports Network. VisitCentralFlorida.org Greater Fort Lauderdale CVB gifted handcrafted glass sculptures of hatching turtles to international delegates of the PCMA conference. VSPC Takes America’s Largest Travel Show by Storm With a record 6,500 attendees at the United States’ largest travel show, U.S. Travel Association’s IPW in Orlando, Visit St. Pete/Clearwater (VSPC) made its biggest splash ever. More than 1,000 appointments were held in the destination’s booth; VSPC became the first tourism board in the world to showcase its destination through Dome 3D; and a mega FAM brought more than 100 of the top journalists and tour operators from Latin America to St. Pete/Clearwater once the show ended. Because of VSPC’s success at IPW, Executive Director David Downing was invited to present the following week at the DigMe Digital Media Travel Summit in New York City. VisitSPC.com The 2015 Polk County Sports Hall of Fame inductees Visit Central Florida Recruits 2016 MOPH Convention Visit Central Florida (VCF) will host the Florida Military Order of the Purple Heart (MOPH) State Convention in Polk County in June 2016. VCF partnered with Polk County Veteran Services, the Lakeland Chamber’s CVB and the MOPH Lakeland Chapter 535 in recruiting the event. MOPH has more than 2,700 members in the state of Florida. The Purple Heart Medal is awarded to members of the U.S. armed forces who suffered wounds in combat, and traces its beginnings to George Washington and the American Revolution. VisitCentralFlorida.org Happy Birthday to IPW conference goers experience St. Pete/Clearwater through Dome 3D technology. 10 Lorah Steiner August 8 Loretta Shaffer August 20 Quick Trips! Citrus County VCB Opens Welcome Center Citrus County VCB has opened a new 9,000 sq. ft. Welcome Center. The state-of-the-art facility is dedicated to raising destination awareness, increasing visitor spending and promoting business and economic development. The new Welcome Center is also home to the Citrus County Chamber of Commerce and the Economic Development Council of Citrus County. A short 80-minute drive from Orlando—only 60 from Tampa—Citrus County is known for its very distinct and dazzling towns: Crystal River, Homosassa, Inverness and Floral City. VisitCitrus.com Job Board Director The Southeast Volusia Advertising Authority (SVAA) is seeking an experienced director. The director will be responsible for the overall management, development, execution and evaluation of comprehensive advertising/ marketing strategies to increase leisure and business travel to Volusia County. The director will act as the primary spokesperson for the authority, report to the SVAA board and work on policymaking and strategies for the organization and will direct and lead the organization toward its mission. Apply online at Volusia.org/personnel. Chief Executive Officer Artist’s rendering of the new Citrus County Welcome Center Lee County VCB Promotes Fort Myers, Sanibel Worldwide From Collaborate Marketplace in Orlando, to Smart Meetings in Connecticut, to hosting two FAM tours for travel media and tour operators from France, to producing a video message in Spanish for Brazilian travelers, the staff at The Beaches of Fort Myers & Sanibel has been busy this summer promoting this beautiful destination. The Orlando meeting generated 10 leads with the potential for more than 3,000 room nights while the DMO’s Smart Meeting’s connections yielded 16 leads and four RFPs shared “on the spot” by planners who see the destination as a smart place to hold their meetings. FortMyers-Sanibel.com Panama City seeks a chief executive officer for the newly formed Community Development Corporation Inc. (CDC). Responsibilities: development and implementation of the overall marketing and public relations and activities of the CDC; offering guidance, input and assistance to the CDC board of directors. Minimum requirements: bachelor’s degree in marketing, advertising, public relations, journalism, communications, business or public administration, hospitality management or related field; three years’ professional marketing or tourist development work experience including or supplemented by one year of supervisory experience; or any equivalent combination of related training and experience. Email [email protected] for complete job description, or mail resume to [email protected]. Calendar August 31-September 2 Florida Governor’s Conference on Tourism Tampa Convention Center Tampa Registration is open at FloridaTourismConference.com September 9 FADMO Board of Directors Meeting Westin Key West Resort & Marina Key West September 9-11 FADMO Annual Meeting Westin Key West Resort & Marina Key West Travel media and tour operators from France on a FAM tour in Lee County 11 Florida Association of Destination Marketing Organizations The Florida Association of Destination Marketing Organizations represents the 54 official county DMOs that promote their communities throughout the world. These tourism promotion activities help to attract 91.4 million visitors to Florida, generating $71.8 billion in spending and 1,058,000 jobs. These activities are made possible by Tourist Development Taxes provided by Florida Statutes Section 125.0104. The FADMO 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, the FADMO strives to increase the overall effectiveness of Florida DMOs’ destination marketing efforts through industry education, legislative outreach, enhancing professionalism and facilitating communication. Florida Association of Destination Marketing Organizations Executive Director, Robert Skrob, CAE • Lobbyists, Brian Ballard and Mat Forrest, 850/577-0444 1390 Timberlane Road, Tallahassee, FL 32312, USA • Phone: 850/222-6000 • Fax: 850/222-6002 • Web: www.FADMO.org “Bringing more customers to Florida” 1390 Timberlane Road Tallahassee, FL 32312 Enclosed is your copy of Tourism Marketing Today. A monthly publication of the