Florida’s Paradise Coast

Leading the Way to Prosperity

Ten Years in Review

Measure 2003 2013

Average Daily Rate $130.32 $166.10

Overnight Visitors 1,312,987 1,573,000

Direct Expenditures $581.5 M $962.5 M

Economic Impact $885.1 M $1,435.1 B

Tourist Tax Revenue $8.628 M $15.146 M

Source: Research Data, Inc; Collier Tax Collector

Excellent Growth in 2012 • # Visitors 1,573,000 +5.6%

• Direct Visitor Expenditures $962,491,300 +11.2%

• Economic Impact $1,435,074,518 +11.2%

• Tourist Tax Revenue $15,145,899 +9.7%

• Annual Hotel Occupancy 68.9% + 2.2 pts or 3.3%

• Annual Average Rate (ADR) $166.10 +$10.3 or 6.6%

• Tourism Industry Jobs 32,300 + 1,700 or 5.6%

• Visitor Sales & Gas Tax $91,870,600 +11.2%

• Tax Savings per Household $690 +11.3%

• Source: Research Data Services 2013

More Visitor Stats- 2012

• Length of Stay 4.6 Days

• Party Size 2.6 People

• First Time Visitors 39.7%

• Average Age 47.7

• Household Income $143,441

• Recommend Paradise Coast 94.3%

• Influenced by Collier Message 41.9%

• ROI (Visitor Spend vs. Ad Spend) $40.79 ($31.22 FY 11)

• Source: Research Data Services, Inc. 2013

International Visitation 2012 • UK/Ireland 102,280 +14.7% • Germany 99,363 +20.7% • France 12,288 +34.1% • Switzerland 10,044 +64.4% • Scandinavia 8,751 +95.3% • Netherlands 7,864 +1.6%

• Total International Visitation 240,590 +18.1% • Direct Visitor Expenditures $197,013,700 +25% • UK Ireland Room Nights 42,858 + 19% • European Room Nights 30,198 + 18%

Most Popular Activities • Beach Activities 74.1% • Dining Out 67.2% • Relaxing 54.9% • Pool 40.5% • Shopping 37.7% • Sightseeing 25.3% • Swimming 23.2% • Nature/Everglades 20.7%

• Source: Research Data Services 2013

* Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector (04-15-13). (In first quarter of 2013, 2011 and 2012 data was revised.)

Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec

2011 23,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24,200

2012 25,300 25,800 25,900 25,100 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25,200

2013 25,500 26,300

18,000

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28,000

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Collier Direct Leisure and Hospitality Employment (Calendar Year)*

2013 2012

2011

Direct Sales Results • 191 RFP’s distributed to area group hotels

– 58 of those RFP’s were booked (30%) – Resulting Room Nights = 15,765 – Room/F&B Revenue = $15,807,161 – Economic Impact $36,052,587

• Total Group Meeting Impact – 342,900 meeting visitors – 685,800 Room Nights – $198.9 Million Direct Expenditures – $295.5 million economic impact – $4.9 million in TDT Revenue

Public Relations Results

Sports Marketing Results

• Sports Event Impact in 2012

• 24 Sports Events Attracted or retained

• 17,589 event visitors; 7,036 participants

• $5,563,142 total direct visitor spending

• 9,351 Total event hotel room nights

Film & Entertainment PROJECTS WRAPPED: 32 # EXPENDITURES • Print 15 $887,000 • TV comm. 5 $233,000 • TV episode 8 $556,000 • Film 2 $ 4,200 • Other 2 $ 8,000

Q 1 2013 Results

$1,276,477

$2,057,493

$2,396,642

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

Tourist Tax Revenue

Jan-13 Feb-13 Mar-13

$88,346,300

$134,053,000

$175,696,600

$0

$50,000,000

$100,000,000

$150,000,000

$200,000,000

Direct Visitor Expenditures

Jan-13 Feb-13 Mar-13

$181,867

$422,036

$172,095

$0

$100,000

$200,000

$300,000

$400,000

$500,000

Destination Marketing $$ Spent

Jan-13 Feb-13 Mar-13

$115.94

$0.00

$50.00

$100.00

$150.00

Return on Investment

Jan-13-March 2013

75.80% 89.60% 93.40%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Lodging Occupancy

Jan-13 Feb-13 Mar-13

$178.30

$275.50 $288.30

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$350.00

Average Daily Lodging Rate

Jan-13 Feb-13 Mar-13

43,928 51,671 41,730

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Daily/Monthly Unique Website Visitors

January Unique Visitors February Unique Visitors March Unique Visitors Unique Visitors

© Research Data Services, Inc. 2013

Visitor Origins Year-to-Date 2013 (Q1)

# of Visitors 2013 D %

Florida 137,883 +3.2

Southeast 34,661 -4.4

Northeast 162,964 +5.0

Midwest 120,084 +2.3

Canada 18,719 +5.8

Europe 67,283 +3.1

US Opp Mkts 28,006 +7.1

Q1 2013 569,600 +3.3

Smith Travel Occupancy March 2013

Occupancy (%)

Trans % D 12-13 Grp % D 12-13 Total

Naples MSA 57.3% +12.3% 29.8% -6.6% 87.6%

Miami-Hialeah 60.1% +7.1% 25.2% -0.4% 89.1%

Florida Keys 83.0% +3.6% 7.8% -11.2% 91.0%

Ft. Myers 69.3% +9.3% 13.1% -25.2% 85.9%

Sarasota-Bradenton 64.4% -1.7% 22.3% +2.0% 86.9%

Clearwater 67.9% +4.1% 19.5% -19.7% 87.4%

St. Petersburg 61.7% -1.3% 23.9% -0.8% 86.9%

Palm Bch Cty 60.0% +9.4% 23.7% -19.2% 86.5%

Ft. Lauderdale 60.5% +2.7% 21.5% +8.8% 88.4%

SOURCE: SMITH TRAVEL RESEARCH, INC.

ADR ($)

Trans % D 12-13 Grp % D 12-13 Total

Naples MSA $308.68 +14.5% $215.68 +1.3% $276.18

Miami-Hialeah $259.83 +15.1% $210.43 +11.0% $238.12

Florida Keys $301.68 +9.2% $265.56 +9.9% $298.26

Ft. Myers $202.75 +4.4% $138.27 +10.3% $187.14

Sarasota-Bradenton $176.29 +9.7% $109.56 -8.3% $158.84

Clearwater $176.89 +7.8% $122.35 +8.0% $164.73

St. Petersburg $165.23 +11.2% $146.30 +0.5% $159.00

Palm Bch Cty $229.39 +9.6% $174.25 +6.1% $208.93

Ft. Lauderdale $160.85 +11.1% $160.30 +3.4% $153.34

Smith Travel ADR March 2013

SOURCE: SMITH TRAVEL RESEARCH, INC.

Smith Travel Occupancy/ADR March 2013

Occupancy ADR RevPAR

2013 % D 2013 % D 2013 % D

Naples MSA 87.6% +3.8% $276.18 +12.7% $241.81 +17.0%

Naples Upscale 92.4% +1.5% $370.10 +16.8% $341.92 +18.6%

Miami-Hialeah 89.1% +4.1% $238.12 +14.4% $212.20 +19.1%

Florida Keys 91.0% +2.2% $298.26 +9.4% $271.34 +11.8%

Ft. Myers 85.9% +1.7% $187.14 +7.2% $160.77 +9.0%

Sarasota-Bradenton 86.9% -1.4% $158.84 +6.3% $138.10 +4.9%

Clearwater 87.4% -2.4% $164.73 +9.6% $143.95 +7.0%

St. Petersburg 86.9% -1.1% $159.00 +8.2% $138.20 +7.1%

Palm Beach County 86.5% +1.7% $208.93 +8.7% $180.66 +10.6%

Ft. Lauderdale 88.4% +5.0% $153.34 +8.6% $135.53 +14.1%

SOURCE: SMITH TRAVEL RESEARCH, INC.

Chicago Outdoor

Winter 2013 Campaign

New York Transit

eScapes Consumer & Meetings Email Campaign

SUNSHINE, FRESH AIR AND THE MOST

PRODUCTIVE MEETING EVER.

We have just what the doctor ordered for your next medical meeting. Florida’s Paradise

Coast offers everything to unite and motivate your group, from inspiring team-building

adventures to unforgettable experiences on Gulf of Mexico beaches. Also discover top

meeting properties for every budget, irresistible incentives and easy access with non-stop

flights from 41 destinations. So for a healthy ROI, plan on paradise.

The Naples, Marco Island, Everglades Convention and Visitors Bureau will be hosting

special events this spring and look forward to meeting you in person in Philadelphia on

February 27 and Atlanta on March 7. For details, email

DebiDeBenedetto@colliergov.net.

Reserve your place in paradise

HOTELS DEALS VENUES FREE SALES TOOLS

FEATURED MEETING AND CONFERENCE HOTELS:

DISCOVER AN ISLAND FOR TWO.

Forget about having the beach to yourself. Have a whole island to yourself in the famed

Ten Thousand Islands. Rekindle romance under breathtaking sunsets. Be pampered

shamelessly at world-class resorts. Relax and play on warm, sun-kissed beaches. Whether

you’re planning a Valentine’s Day escape or just a romantic getaway, Florida’s Paradise

Coast is ready to make you fall in love all over again.

Reserve your place in paradise

HOTELS ROMANCE VIDEOS PLAN NOW

VISIT-WORTH Y EVENTS

EVERGLADES SEAFOOD FESTIVAL

FEBRUARY 8-10

Taste the sweet life in Everglades City, the “Stone Crab Capital

of the World” for incredible seafood fresh from the Gulf of

Mexico, live music, arts, crafts, rides and more.

Learn more

PGA ACE GROUP CLASSIC TOURNAMENT

FEBRUARY 12-17

WHERE TO STAY

PORT OF THE ISLANDS EVERGLADES

ADVENTURE RESORT

It’s a new year and time for new experiences. Come stay right in

the heart of the Everglades and explore its unique ecosystem.

Featuring guest quarters, on-site dining, full-service marina and

much more. Contact our Wilderness Concierge to help arrange

your Everglades tour.

RATES FROM $149. LEARN MORE

HILTON MARCO ISLAND BEACH RESORT AND

SPA

Treat yourself to the Island Escape Inclusive package from this

Four Diamond beach resort. Enjoy a rate of $199 per night for

spacious, modern junior suite accommodations; complimentary

hot breakfast buffet for two each day ($40 value); unlimited high

speed Internet access ($10 value); beach umbrella ($20 value);

and daily parking ($10 value).

LEARN MORE ABOUT THE ISLAND ESCAPE

INCLUSIVE PACKAGE

MARCO BEACH OCEAN RESORT

Experience the perfect vacation in paradise at this Four Diamond

all-suite resort on four miles of gorgeous beach. Elegantly

appointed suites feature kitchens and balconies with shimmering

Gulf of Mexico views. Enjoy exceptional service, dining, spa

and pool within steps and nearby golf, tennis and shopping.

RATES START AT $159. LEARN MORE

SEE ALL HOTELS AND RESORTS

This is the official e-newsletter for the Naples, Marco Island, Everglades

Convention & Visitors Bureau. All materials copyright © 2013 by Naples, Marco

Island, Everglades Convention and Visitors Bureau, 2800 N. Horseshoe Dr.,

Naples, Florida, 34104. All rights reserved.

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“Florida’s Hidden Treasures”

Online Magazine

December 2012 - February 2013

Totals to Date:

• Page Views: 174,130

• Collier County Totals to Date:

o Page Views: 7,069

o Ad/Video Views: 1,356

ParadiseRefined.com – Landing Page

Spring/Summer 2013 Weather.com

Spring/Summer 2013 -

SpotXchange

Spring/Summer 2013

Winter Campaign Highlights 2013 • Campaign responses made up 45.64% of website traffic, or 21,492 visits.

• Paradise Refined was the most requested page • The open rate for the March Consumer eScapes was 2,488 opens (14.73%), a 28.6% increase over February’s distribution

• The click through rate (CTR) for the March Consumer eScapes was 14.79%, a 6% increase over February’s 12.02% CTR – most popular link was the Park Shore Resort • The open rate for the March Meeting eScapes was 674 opens (17.65%), a 21% increase over January’s distribution • The click through rate for the March Meeting eScapes was 5.49%, well above the industry average CTR of 2.71% • 11.3 million page impressions across 1.7 million users on Facebook, and 301,400 impressions on Twitter – a 10.4% increase over February on Twitter • Increase of 139 fans on Facebook and 188 followers, 716 link clicks, 60 mentions and 30 re-tweets on Twitter this month

The Best is Yet to Come!

More Visitors = More Jobs More Jobs = Prosperity A Winning Combination

Please Join us in the Ballroom

• Honor this year’s Stars of Collier County’s Hospitality & Tourism Industry

• 11th Annual Paradise Coast Tourism Star Awards

• Check in and pick up Rally Signs and Buttons

• Show your enthusiasm for our area’s largest private sector industry