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Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Tourist Development CouncilMarch 26, 2007
Tourist Development CouncilMarch 26, 2007
March 26, 2007 Staff Report Presentations VIII -2 1 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
STAFF REPORTSMarch 26, 2007
STAFF REPORTSMarch 26, 2007
March 26, 2007 Staff Report Presentations VIII -2 2 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Director’s ReportMarch 26, 2007
Director’s ReportMarch 26, 2007
March 26, 2007 Staff Report Presentations VIII -2 3 of 41
TOURIST TAX COLLECTIONSTOURIST TAX COLLECTIONS•• February (January Stays)February (January Stays)
–– Actual Feb 07 vs. Feb 06: +5.8%Actual Feb 07 vs. Feb 06: +5.8%–– Projected vs. Actual February +.6%Projected vs. Actual February +.6%–– FY 07 (OctFY 07 (Oct--Feb.) 5 Months + 6.7%Feb.) 5 Months + 6.7%
Director’s ReportDirectorDirector’’s Reports Report
March 26, 2007 Staff Report Presentations VIII -2 4 of 41
TOURIST TAX COLLECTIONS 99-07TOURIST TAX COLLECTIONS 99TOURIST TAX COLLECTIONS 99--0707
Jan Feb Mar Apr May Jun
1999 $640,480 $1,267,608 $1,306,337 $1,371,476 $784,828 $488,060
2000 $700,014 $1,238,022 $1,410,142 $1,465,756 $855,005 $521,455
2001 $729,455 $1,392,218 $1,484,889 $1,560,447 $889,288 $553,759
2002 $583,811 $1,227,724 $1,413,825 $1,533,979 $821,961 $494,400
2003 $597,396 $1,138,004 $1,356,372 $1,480,581 $873,340 $553,456
2004 $689,388 $1,204,591 $1,674,850 $1,688,035 $1,018,887 $588,052
2005 $839,654 $1,400,804 $1,657,258 $2,015,875 $997,580 $661,153
2006 $1,058,211 $1,735,579 $2,241,964 $2,441,129 $1,500,894 $954,244
2007 $1,056,702 $1,835,999
Projected 2007 $1,009,100 $1,825,100 $2,254,900 $2,472,500 $1,400,800 $870,400
March 26, 2007 Staff Report Presentations VIII -2 5 of 41
Director’s ActivitiesDirectorDirector’’s Activitiess Activities
•• Destinations ShowcaseDestinations Showcase-- DCDC-- Natl. PlannersNatl. Planners•• Meeting Planner Focus GroupsMeeting Planner Focus Groups-- DCDC•• Brussels Travel Agent WorkshopBrussels Travel Agent Workshop•• ITBITB-- Berlin Tour Operator ShowBerlin Tour Operator Show•• Visit Florida Board, Committees & Visit Florida Board, Committees &
Commission MeetingsCommission Meetings-- TallahasseeTallahassee•• Legislator MeetingsLegislator Meetings-- TallahasseeTallahassee
March 26, 2007 Staff Report Presentations VIII -2 6 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Smith Travel ResearchSmith Travel Research
March 26, 2007 Staff Report Presentations VIII -2 7 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Search Engine MarketingSales & Marketing Technologies
Search Engine MarketingSales & Marketing Technologies
March 26, 2007 Staff Report Presentations VIII -2 8 of 41
Web Site Trends
December January February
Page Views 237,603 367,112 328,680
Sessions 74,245 94,903 85,457
Contacts 16 42 34
Marketing Services Performed
* Tracked and analyzed site traffic statistics to determine course of action
* Tracked and adjusted Overture and Google Adwords PPC accounts
* Resubmitted site to search engines and directories listed below
* Made site recommendations
* Generated report to summarize stats and recommendations
Search Engine Submissions
4-everY-1 Cache Directory Directory-Free Directory-Global
Dir-submission.com Elite Suite Fabarooni.com Google
Inmeresolutions Monkey Directory MSN Yahoo
March 26, 2007 Staff Report Presentations VIII -2 10 of 41
Google Pay Per Click Review
Spending Clicks CP Click CP Lead Convs
February $140.00 903 $0.16 $4.38 32
January $155.05 1,050 $0.15 $3.45 45
December $155.02 1,019 $0.15 $4.56 34
Yahoo! Search Marketing Pay Per Click Review
Spending Clicks CP Click CP Lead Convs
February $141.84 821 $0.17 $7.47 19
January $153.83 977 $0.16 $7.33 21
December $111.46 685 $0.16 $6.56 17
March 26, 2007 Staff Report Presentations VIII -2 11 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Visitor Guide DistributionMiles Media Group
Visitor Guide DistributionMiles Media Group
March 26, 2007 Staff Report Presentations VIII -2 12 of 41
Visitor Guide Distribution Statistics
2004 2005 2006
Visitor Guide Requests from Advertising /Calls 51661 56088 67801
Visitor Guide Requests from Web 4977 21814 31354
Visitor Guide Bulk Distribution* 2380 21369 20918
Total Number of Visitor Guides Distributed 59018 99271 120073
March 26, 2007 Staff Report Presentations VIII -2 13 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Golf ActivityGolfPac, Inc.
Golf ActivityGolfPac, Inc.
March 26, 2007 Staff Report Presentations VIII -2 14 of 41
Golf Promotion ActivitiesGolf Promotion ActivitiesGolf Promotion Activities
••
Reservations PendingReservations Pending
––
CVB LeadCVB Lead
11
$2,785$2,785
––
InternetInternet
55
$11,694$11,694
••
Reservations History Reservations History ––
3 Months3 Months
––
CVB LeadCVB Lead
192192
$364,999$364,999
––
InternetInternet
292292
$586,867$586,867
March 26, 2007 Staff Report Presentations VIII -2 15 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Sales & MarketingDebi DeBenedetto
Sales & MarketingDebi DeBenedetto
March 26, 2007 Staff Report Presentations VIII -2 16 of 41
•• 20 RFP20 RFP’’s sent to hotels since Feb. 11s sent to hotels since Feb. 11–– 3 RFP3 RFP’’s resulted in booked businesss resulted in booked business
•• 1,650 room nights booked 1,650 room nights booked •• $300,000 estimated in business booked$300,000 estimated in business booked
–– Based on $160 ADR plus F&B additional Based on $160 ADR plus F&B additional
February / March Leads Report
February / March Leads February / March Leads ReportReport
Debi DeBenedetto, CHATourism Sales & Marketing Manager
Debi DeBenedetto, CHATourism Sales & Marketing Manager
March 26, 2007 Staff Report Presentations VIII -2 17 of 41
Projects WorkingProjects WorkingProjects Working
1.1. American Express Summer PromotionAmerican Express Summer Promotion2.2. Values In Paradise (VIP) Summer PromotionValues In Paradise (VIP) Summer Promotion3.3. Tourism Week Luncheon & Awards PlanningTourism Week Luncheon & Awards Planning4.4. Advisory Roundtable planning Advisory Roundtable planning -- April 4April 45. MPI Event Hosting5. MPI Event Hosting6. AAA Florida Brochure Distribution6. AAA Florida Brochure Distribution
March 26, 2007 Staff Report Presentations VIII -2 18 of 41
Trade Shows & EventsTrade Shows & EventsTrade Shows & Events
•• New York Times Travel ShowNew York Times Travel Show•• New York Live Garden CityNew York Live Garden City•• New York Live TarrytownNew York Live Tarrytown•• Chicago VIP EventChicago VIP Event
March 26, 2007 Staff Report Presentations VIII -2 19 of 41
Other Sales HighlightsOther Sales HighlightsOther Sales Highlights
•• JetJet--Air participation in Wholesaler brochure destinationAir participation in Wholesaler brochure destination•• Support of future Fastpitch Conference committedSupport of future Fastpitch Conference committed•• Golf Leads Golf Leads –– 1,8741,874-- From Multiple Cities From Multiple Cities •• Golf eGolf e--blast preparationblast preparation•• Florida Humanities Council ConferenceFlorida Humanities Council Conference-- Everglades CityEverglades City•• Travel Agent Promotion PlanningTravel Agent Promotion Planning•• Brochures in Bass Pro ShopsBrochures in Bass Pro Shops
March 26, 2007 Staff Report Presentations VIII -2 20 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Public RelationsJoNell Modys
Public RelationsJoNell Modys
March 26, 2007 Staff Report Presentations VIII -2 21 of 41
••
RFP RFP --
Paradise Coast Blueway Web SiteParadise Coast Blueway Web Site••
RFP RFP ––
Tourism PR AgencyTourism PR Agency
••
VISIT FLORIDA Atlanta Media ReceptionVISIT FLORIDA Atlanta Media Reception••
Application for VISIT FLORIDA NYC Food Application for VISIT FLORIDA NYC Food Event April 17Event April 17
PR Activities: Feb –
March 07
PR Activities:PR Activities: Feb Feb ––
March 07March 07
March 26, 2007 Staff Report Presentations VIII -2 22 of 41
••
Great Towns of America Great Towns of America Guide BookGuide Book
••
The Weather Channel The Weather Channel ––
travelogue featuring the Gulf travelogue featuring the Gulf
Coast EvergladesCoast Everglades
••
Orvis Orvis ––
Books on fly fishing, birding and Books on fly fishing, birding and
lodging/dininglodging/dining
••
Canoe & Kayak magazineCanoe & Kayak magazine
••
Florida Sportsman Magazine Florida Sportsman Magazine ––
fly fishing with the fly fishing with the
Snook FoundationSnook Foundation
••
John Geary John Geary ––
Canadian freelancerCanadian freelancer
Travel Media Travel Media In the Destination:In the Destination:
March 26, 2007 Staff Report Presentations VIII -2 23 of 41
Coverage Results from Coverage Results from CVBCVB’’ss
Meetings Trade Meetings Trade Press FAM during Florida Encounter:Press FAM during Florida Encounter:
ConventionSouthConventionSouthNaples & Marco Island, Fla. Naples & Marco Island, Fla. ––
‘‘Old FloridaOld Florida’’
Welcomes Welcomes
ReunionsReunions
The Meeting ProfessionalThe Meeting ProfessionalNaples: Behind the Scenes (destination Naples: Behind the Scenes (destination overview)overview)
*we also received coverage in The Meeting Professional*we also received coverage in The Meeting Professional’’s s South Florida article in JanuarySouth Florida article in January
TOP NEWS CLIPSTOP NEWS CLIPS
March 26, 2007 Staff Report Presentations VIII -2 24 of 41
TOP NEWS CLIPSTOP NEWS CLIPSTOP NEWS CLIPS
Golf Coverage:Golf Coverage:
LinksLinks
magazine magazine ––
Naples, Florida feature Naples, Florida feature ––
CVB CVB provided information to writer Mick Elliot.provided information to writer Mick Elliot.
Going For GolfGoing For Golf
––
UK online golf magazine UK online golf magazine ––
CVB CVB provided updates to writerprovided updates to writer’’s information from s information from FAM four years ago. FAM four years ago.
March 26, 2007 Staff Report Presentations VIII -2 25 of 41
TOP NEWS CLIPSTOP NEWS CLIPSTOP NEWS CLIPS
MERIANMERIAN
––
German travel magazine/Florida German travel magazine/Florida
Issue Issue ––
from September 06 FAMfrom September 06 FAM
Feature on the Everglades includes story on Feature on the Everglades includes story on FakahatcheeFakahatchee
Strand, local business mentions, Strand, local business mentions,
and some Naples information.and some Naples information.
Interesting Mentions:Interesting Mentions:
Vegetarian Times Vegetarian Times ––
full feature on Corkscrew full feature on Corkscrew
Swamp SanctuarySwamp Sanctuary
Complete Woman Complete Woman --
testimonial from 18 year old testimonial from 18 year old
on her favorite vacation, Naples, Fla. on her favorite vacation, Naples, Fla.
March 26, 2007 Staff Report Presentations VIII -2 26 of 41
PRODUCTIONSPRODUCTIONS
••
The ChildrenThe Children’’s Places Place
••
The Golf ChannelThe Golf Channel
••
CondCondéé
Nast PortfolioNast Portfolio
••
ALEVEALEVE®®
CampaignCampaign
WORKING LEADSWORKING LEADS
11 Active11 Active
including ADR 3 shootsincluding ADR 3 shoots
Film ActivityFilm ActivityFilm Activity
March 26, 2007 Staff Report Presentations VIII -2 28 of 41
Film ActivityFilm ActivityFilm Activity
TRADESHOWSTRADESHOWSSouth by South West South by South West ––
Official Event Official Event --
Annual Fish Fry Annual Fish Fry
Filmmakers LoungeFilmmakers Lounge
15,000 Registrants
110 Screenings
12 Panels and speakers
March 26, 2007 Staff Report Presentations VIII -2 29 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Sports Marketing &Collier County Sports Council
Ralph Pryor
Sports Marketing &Collier County Sports Council
Ralph Pryor
March 26, 2007 Staff Report Presentations VIII -2 30 of 41
Recent & Current Events:Recent & Current Events:••
Florida Sports Foundation/Sunshine State GamesFlorida Sports Foundation/Sunshine State Games••
Adult Flag Football Qualifier Adult Flag Football Qualifier ––
March 3&4March 3&4••
FYSA Region FYSA Region ““CC””
Cup Soccer Quarterfinals Cup Soccer Quarterfinals ––
March 10&11March 10&11••
ISA MenISA Men’’s Softball s Softball --
March 10March 10••
NSA GirlsNSA Girls’’
Fast pitch Softball Fast pitch Softball ––
March 18March 18••
WSA MenWSA Men’’s Softball s Softball ––
March 24 March 24
Sports MarketingSports MarketingSports Marketing
Ralph PryorRalph Pryor
March 26, 2007 Staff Report Presentations VIII -2 31 of 41
Upcoming Events:Upcoming Events:
••
FLW Outdoors Fishing Tournament FLW Outdoors Fishing Tournament ––
SeptemberSeptember
••
US Pro Wakeboard Water Skiing US Pro Wakeboard Water Skiing --
NovemberNovember
Sports MarketingSports MarketingSports Marketing
Ralph PryorRalph Pryor
March 26, 2007 Staff Report Presentations VIII -2 32 of 41
Meetings:Meetings:••
Sports Council of Collier County Sports Council of Collier County ––
Feb. 27Feb. 27••
Florida State Soccer Association Florida State Soccer Association ––
March 6March 6••
Florida Sports Foundation Florida Sports Foundation ––
March 23&24March 23&24
Upcoming Tradeshows:Upcoming Tradeshows:••
National Association of Sports CommissionsNational Association of Sports CommissionsSports Event Symposium, Dallas ,Apr. 17Sports Event Symposium, Dallas ,Apr. 17--2020
Sports MarketingSports MarketingSports Marketing
Ralph PryorRalph Pryor
March 26, 2007 Staff Report Presentations VIII -2 33 of 41
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Naples, Marco Island, EvergladesConvention and Visitors Bureau
Inquiry ReportsGinny DeMas, Phase V
Inquiry ReportsGinny DeMas, Phase V
March 26, 2007 Staff Report Presentations VIII -2 34 of 41
Inquiries -
Leading 6 StatesInquiries Inquiries --
Leading 6 StatesLeading 6 States
••
FloridaFlorida
••
PennsylvaniaPennsylvania
••
New YorkNew York
••
OhioOhio
••
IllinoisIllinois
••
TexasTexas
March 26, 2007 Staff Report Presentations VIII -2 37 of 41
Inquiries -
Leading 4 Countries
Inquiries Inquiries --
Leading 4 Leading 4 CountriesCountries
••
USAUSA
••
EnglandEngland
••
CanadaCanada
••
GermanyGermany
March 26, 2007 Staff Report Presentations VIII -2 38 of 41
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Total Views 2006Total Views 2007Unique Visitors 2006Unique Visitors 2007
March 26, 2007 Staff Report Presentations VIII -2 39 of 41
January 2007 CVB StatisticsJanuary 2007 CVB StatisticsJanuary 2007 CVB Statistics
••
Special MailingsSpecial Mailings
1,8121,812
••
RSW Visitor Centers RSW Visitor Centers --
VGVG’’ss
5,0005,000
••
Hotel AccommodationsHotel Accommodations
1313
March 26, 2007 Staff Report Presentations VIII -2 40 of 41
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