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North Central FloridaRegional Planning Council
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Economic Development Strategiesfor North Central Florida
Steven Dopp, Senior Planner
January 26, 2017
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Economic Development
Overview:
Economic Development District
Rural Area of Opportunity
Visit Natural North Florida
(The Original Florida Tourism Task Force)
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Economic Development
Designated by U.S. Department of Commerce, Economic Development Administration as Economic Development Districts
Charged to develop and adopt a Comprehensive Economic Development Strategy
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Economic Development
Comprehensive Economic Development Strategy
Analyzes regional economy, guides regional goals & objectives, identifies investment priorities and funding
Brings public/private sectors together to develop economic roadmap to diversify and strengthen economies
Serves as vehicle to draw down federal funds
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Economic Development
Coordinated Comprehensive Economic Development Strategy Six Pillars concept incorporated into
Comprehensive Economic Development Strategy
Comprehensive Economic Development Strategy requirements matched with Six Pillars
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Economic Development
Six Pillars Indicators Talent Supply & Education
Innovation & Economic Development
Infrastructure & Growth Leadership
Business Climate & Competitiveness
Civic & Governance Systems
Quality of Life & Quality Places
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Targeted Industries
Healthcare and Life Science professionals
Logistics & Distribution
Building Component Design & Manufacturing
Sustainable, tourism-based economic development
Economic Development
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Priority Project Areas
Rural Area of Opportunity -Catalyst Sites development
Regional business incubators and research parks
Economic Development
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Rural Area of Opportunity Regional approach to economic development
14-county rural north central Florida region (including Baker, Jefferson and Putnam)
State development incentives
North Florida Economic Development Partnership
Economic Development
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Economic Development
Rural Area of Opportunity
Two Large Scale “Catalyst” Sites
Columbia County – Target Industries: Building Construction Component Manufacturing, Logistics & Distribution Center
Suwannee County – Target Industries: Manufacturing, Logistics & Distribution Center
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North Central Florida Jobs by Sector2004 - 2014
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2004 2007 2010 2014
Private Non-Farm Government Farm
Year
Jobs
Source: U.S. Bureauof Economic Analysis
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North Central Florida Jobs Selected Industries, 2004 - 2014
0
10,000
20,000
30,000
40,000
50,000
60,000
2004 2007 2010 2014
Health Care &Social Assistance Retail Trade
Accommodations& Food Services Manufacturing
Transportation &Warehousing
Jobs
YearSource: U.S. Bureauof Economic Analysis
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Economic Development
Econometric Regional Model Dynamic modeling tool
National data calibrated for region
Economic and demographic analysis and forecasting
System-wide effects for short- and long-range periods
Hypothetical or actual projects
Economic Impact Analysis for Specific Projects:Regional Economic Modeling, Inc. (REMI)
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Economic Development
Project Input Variables Industry sector
Capital investment for building and equipment
Number of jobs
Average wage
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Economic Development
Output Population
Indirect and induced jobs
Income
Ad valorem property taxes
Etc.
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Regional Tourism:
A Rising Tide Lifts All Boats!
Visit Natural North Florida
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Founded in 1993 as a result of a study conducted by the North Central Florida Regional Planning Council
Market region as one destination to increase visibility and tourism offerings
Mission: Enhance tourism while preserving historical, cultural and natural assets
Visit Natural North Florida
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Visit Natural North Florida
Membership Structure
14 Member Counties 1 Task Force member per County + 1 Member if County has a TDC + 1 Member if County population greater than 50,000
Members appointed by each County
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Visit Natural North FloridaDues Based on First Two Pennies
of County Bed Tax RevenuesAnnual 2-Penny Bed Tax Revenues Dues
$0 - $25,000 $1,000
$25,001 - $50,000 $2,000
$50,001 - $100,000 $3,000
$100,001 - $225,000 $4,000
$225,001 - $400,000 $6,000
$400,001 - $800,000 $8,000
$800,001 - $1,200,000 $11,000
$1,200,000 - $3,000,000 $15,000
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Visit Natural North Florida
Pools Talents and Resources of Membersand Leverages Funding
Task Force 2016-17 Budget: $412,300 County 2016-17
Co-op Regional Marketing Fees: $53,000 County Leverage: $359,300
County “Leverage Ratio” Exceeds 6 to 1!
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Visit Natural North Florida
Tourism Marketing Program Travel Shows Advertising eNewsletter Market Research Member Education Website
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Visit Natural North Florida
Website Revamp - January 2016
Website redesign Mobile-friendly Trip planner Multi-language Travel bloggers Easier back-end maintenance Improved analytics
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Brochures“34 Percent of visitors to Florida Welcome Centers
modify their travel plans based on information received at Florida Welcome Centers.” VISIT FLORIDA
Visit Natural North Florida
Florida Welcome Centers I-75, Florida & Georgia
I-10, Florida
U.S. Highway 19
Florida American Automobile
Association Offices
County Tourism Information Centers
Travel Shows
Brochure Distribution
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Visit Natural North FloridaQuarterly Electronic Newsletter
Circulation approximately 3,500
Email addresses obtained atTravel Shows & Website
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Visit Natural North Florida
Undiscovered Florida Co-op Advertisement
Distributed by Smithsonian Magazine and at VISIT FLORIDA Welcome Centers
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Visit Natural North Florida
Digital Advertising Campaign - 2016Location Impressions
London 136,250Atlanta 57,250New York 45,779Chicago 32,965Washington, DC 17,409Toronto 16,296Tampa 8,913
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Visit Natural North Florida
Market Research
Information on top feeder markets
American Express Destination Travel Insights, Domestic, 2014
Google Analytics
VisaVue, Domestic & International, 2017
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Visit Natural North Florida
Member Education
Scholarships to Task Force members and employees of member counties
Southeast Tourism Society Marketing College
Florida Governor’s Conference on Tourism
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Visit Natural North Florida
Where are Our Top Markets?
Top CountriesTop StatesTop Out-of-State Metropolitan Areas
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Google Analytics
Visit Natural North Florida Website Usage by Top 10 Countries, 2016
1. United States2. Russia3. United Kingdom4. Canada5. Krygzstan6. Germany7. China8. India9. Brazil10. France
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Google Analytics
Visit Natural North Florida Website Usage by Top 10 States, 2016
1. Florida2. Georgia3. England4. Texas5. New York6. Alabama7. Illinois8. North Carolina9. California10.Ontario
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Google Analytics
Visit Natural North Florida Website Usage by Top 10 Out-of-State Metro Areas, 2016
1. Atlanta, GA2. New York, NY3. London, England4. Washington, DC5. Birmingham, AL6. Houston, TX7. Nashville, TN 8. Albany, GA9. Boston, MA10. Dallas-Ft. Worth, TX
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Google Analytics
Visit Natural North Florida Website Sessions by Week, 2016
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Travel Shows Each county represented in
marketing materials reaching thousands of travel consumers
Booths staffed by Task Force
2014-15 Shows:3 In-state, 6 Out-of-state, 1 International
2016-17 Shows:1 In-state, 12 Out-of-state,4 International
Visit Natural North Florida
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Why Travel Shows? Drives consumers to website
Informs consumers on wide variety of products
Places collateral in consumers hands and collects emails for marketing
Allows direct interaction with, and provides expert advise to, potential consumers
Obtains firm bookings
“50 percent of my new customers come from travel shows.” Susie Page, Owner, Suwannee River Rendezvous RV Park
Visit Natural North Florida
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2016-17 Travel Show Schedule
Tampa Boat Show September 2016
Hershey RV Show September 2016
London World Travel Market November 2016
Minneapolis Outdoor Adventure Show November 2016
Atlanta Boat Show January 2017
Washington, DC Travel & Adventure Show January 2017
Chicago Travel & Adventure Show January 2017
New York Times Travel Show January 2017
Atlanta Camping & RV Show January 2017
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2016-17 Travel Show Schedule, Cont’d
London Telegraph Outdoor Adventure& Travel Show February 2017
Chicago RV & Camping Show February 2017
Toronto Outdoor Adventure Show February 2017
World Travel Market - Berlin March 2017
Canoecopia, Madison, WI March 2017
Philadelphia Travel & Adventure Show March 2017
Dallas Travel & Adventure Show April 2017
Bike Expo New York May 2017
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Largest paddle show in North America Good market fit Presentations made by booth team
Canoecopia, March 2016
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Canoecopia, March 2016
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Canoecopia, March 2016
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Travel Show Totals - 2015-16
Item AmountTotal Attendance 546,434Florida State Parks Guides 4,650Florida State Transportation/Road Maps 5,850North Central Florida Rural Area of Opportunity Brochures 11,250Other Regional Brochures 5,514Emails Collected 1,599USB Press Kits 187Meetings with Media, Trade Professionals 232
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Results - 2014-15
6 paddling groups booked at Canoecopia
Met with significant number of travel professionals in New York, Washington, DC, Philadelphia and Germany
Suwannee River Rendezvous RV Park 100% springtime occupancy
Steinhatchee Landing - busiest March & April ever
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Results - 2014-15, Cont’d
100% increase at Ichetucknee Springs in March
“Oh, that explains why we’re now getting website traffic from Germany since I have not promoted Blue Springs in that market area.” - Website Manager, Gilchrist Co. Blue Springs
9.9% increase in Bed Tax, Fiscal Year 2014-15(12.6% statewide)
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Results - 2015-16
Canoecopia, Chicago & Atlanta show attendees spotted in region
Met with significant number of travel professionals in New York, Philadelphia, London and Germany
Suwannee River Rendezvous RV Park 30% occupancy increase year-over-year
German, British and French tourists spotted in region
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Results - 2015-16, Cont’d.
New Recreational Vehicle park openings and expansion of existing Recreational Vehicle parks in region
Increased tourist inquiries at Visit Natural North Florida office
14.5% increase in Bed Tax, Fiscal Year 2015-16(9.9% statewide, 17.1% w/o Alachua County)
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Summary
Economic Development Comprehensive Economic Development Strategy Econometric modeling
Visit Natural North Florida Regional tourism promotional organization Branding “Natural North Florida” as a destination
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North Central Florida Regional Planning Council2009 NW 67th Place
Gainesville, FL 32653-1603352.955.2200
www.ncfrpc.org
