VISIT FLORIDA Board of Directors Meeting Agenda Materials - May 24, 2012

7/31/2019 VISIT FLORIDA Board of Directors Meeting Agenda Materials - May 24, 2012

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BOARD OF DIRECTORS ANNUAL MEETINGHyatt Regency Sarasota

Sarasota, FLThursday, May 24, 2012

AGENDA

Meeting Called to Order1. Welcome and Introductor

y Remarks..Tony LapiChair

2. Roll Call .......Harold WheelerSecretary

Old Business3. Approval of January 19, 2012 Meeting Minutes......................Harold Wheeler

Annual Business4. Approval of the 2012/2013 Business/Marketing Plan and Budget....Tony Lapi

5. Approval of Grants....Tony Lapi

6. Bylaws Taskforce Recommendations....Tammy GustafsonTreasurer

7. Review of FY 2011/12..Tony Lapi

8. Approval of President & CEO Contract .Tony Lapi

9. Election of Officers (Nominating Committee Report).Glenn HastingsChair Elect

10. Appointment of Committees and Chairs for FY 2012/13..Glenn Hastings

New Business11. Statewide Strategic Plan presentation..Katherine Morrison

Department of Economic Opportunity

12. Brand USA presentationChris PerkinsChief Marketing Officer, Brand USA

Committee/Staff Reports

13. Treasurer/Finance Committee ....Tammy Gustafson

14. Governmental Affairs........Carol DoverVice Chair, Government Relations

15. Marketing Council Steering Committee .....Andrew HertzVice Chair, Marketing


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2540 W. Executive Center Circle, Suite 200Tallahassee, FL 32301

VISIT FLORIDA Board of Directors Meeting Schedule

Hyatt Regency Sarasota

1000 Boulevard of the ArtsSarasota, FL 34236

(941) 953-1234

Wednesday, May 23, 2012

10 a.m. 12 p.m. Finance Committee Longboat / Lido / SiestaAudit Committee (immediately following Finance)

12:30 1:30 p.m. Lunch Ringling

1:30 3 p.m. New Board Member Orientation Longboat / Lido / Siesta

3 4:30 p.m. Marketing Steering Committee Longboat / Lido / Siesta

4:30 - 5:30 p.m. Bylaws Information Session Longboat / Lido / Siesta

6 7:00 p.m. Welcome Reception Florida

Thursday, May 24, 2012

8 9 a.m. Breakfast Buffet Ballroom Salons C-D-E

9 a.m. until adjournment VISIT FLORIDA Ballroom Salons C-D-EBoard of Directors Meeting(includes working lunch)


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Mission To promote travel and drive visitation

to and within Florida

Vision

VISIT FLORIDA establishes Florida as the No. 1travel destination in the world

Values Integrity

ExcellenceInnovation

InclusivenessWelcoming

Fun Teamwork


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Antitrust Statement

The purpose of this meeting today is to act upon matters relating to the business of VISIT

FLORIDA and not to discuss or pursue the business interests of individual companies.

We should proceed with caution and alertness, keeping in mind the requirements and prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there

should be no discussions or deliberations relating to pricing methods, allocation of territories or customers, or restraints of trade as to property owners, suppliers or others.

We should not engage in discussions of individual company plans or contemplated activities.We should concern ourselves only with the business of VISIT FLORIDA as set forth in the agenda

for this meeting.

Conflict of Interest Statement

The following is Article XIV of the VISIT FLORIDA corporate by-laws:It is the duty of every member of the Board of Directors who is in any way, directly or indirectly,

interested in a contract or proposed contract with the Corporation to disclose the nature and extent of such interest and to refrain from voting in respect to the contract or proposed

contract.

Florida Sunshine Law Requirements

The Sunshine Law requires that meetings to which it applies be noticed, open to the public, and

recorded (minutes are sufficient). The law is intended to make the decision process open to the public, not just the final decisions themselves.

The Sunshine Law applies to the VISIT FLORIDA Board of Directors. What triggers theapplication of the law is any discussion between Board members relating to a Board issue.Thus, when any two or more members of the Board meet to discuss a matter on which it is


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meeting includes some members and some non-members, the presence of at least two Board members triggers the application of the law.

The penalties for violating the law include removal from office, 60 days in prison, and a $500.00 fine for each violation. Violations are a second degree misdemeanor.

This statement must be brought to the attention of the meeting attendees at the beginning of each meeting and the acknowledgement must be included in the minutes.


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Monday, May 07, 2012

Board of Directorsas of

Tony LapiChair President/CEOTween Waters Inn Island ResortPost Office Box 249Captiva, FL 33924Phone: (239) 472-5161 x454Fax: (239) [email protected]

Glenn HastingsChair-ElectExecutive Director St. Johns County Tourist Development Council500 San Sebastian WaySaint Augustine, FL 32084UNITED STATESPhone: (904) 209-4428Fax: (904) [email protected]

Carol Dover Vice Chair of Government RelationsPresident/Chief Executive Officer Florida Restaurant and Lodging Association230 S Adams StreetTallahassee, FL 32301Phone: (850) 224-2250Fax: (850) [email protected]

Andrew HertzVice Chair of MarketingGeneral Manager Miami Seaquarium4400 Rickenbacker CausewayKey Biscayne, FL 33149-1032Phone: (305) 365-2533Fax: (305) [email protected]

John TomlinVice Chair of Industry RelationsChief Operating Officer

The Auto Club Group1515 N Westshore BoulevardTampa, FL 33607Phone: (813) 289-5921Fax: (813) 289-1340

[email protected]

Ed FouchImmediate Past Chair Senior Vice President, Travel Industry Sales

Disney DestinationsPost Office Box 10020Orlando, FL 32830-0020Phone: 407-566-6232Fax: [email protected]

Harold D. Wheeler Secretary

Director Florida Keys & Key West Tourist Council1201 White StreetSuite 102Key West, FL 33040Phone: (305) 296-1552Fax: (305) [email protected]

Tammy GustafsonTreasurer

Director - National SalesUniversal Orlando1000 Universal Studios PlazaOrlando, FL 32819Phone: (407) 224-7859Fax: (407) [email protected]


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John PerezMember at LargeGeneral Manager The Wyvern Hotel101 East Retta EsplanadePunta Gorda, FL 33950

Phone: (941) 639-7700Fax: (941) 639-0100

[email protected]

Walter BanksMember PresidentLago Mar Resort & Club1700 S Ocean LaneFort Lauderdale, FL 33316

Phone: (954) 523-6511Fax: (954) [email protected]

Harvey CampbellMember Director of TourismColumbia County Tourist Development CouncilPost Office Box 1847Lake City, FL 32056Phone: (386) 758-1397Fax: (386) [email protected]

Jeff Castner Member General Manager Jupiter Beach Resort & Spa5 North A1AJupiter, FL 33477Phone: (561) 746-2511Fax: (561) 744-1741

[email protected]

Bobby CornwellMember President & CEOFlorida Association of RV Parks & Campgrounds1340 Vickers RoadTallahassee, FL 32303-3041Phone: (850) 562-7151Fax: (850) [email protected]

Christine DuffyMember President & CEOCruise Lines International Association910 SE 17th Street, Suite 400Fort Lauderdale, FL 33316Phone: (754) 224-2200Fax: (754) [email protected]

Maryann FerencMember Founder, President and Chief Executive Officer Mise En Place442 West Kennedy BoulevardSuite 110Tampa, FL 33606Phone: (813) 254-5373Fax: (813) [email protected]

Danny GaekwadMember PresidentMGM Hotels, LLC2100 SE 73rd LoopOcala, FL 34480Phone: (352) [email protected]

Stephen HilliardMember Senior Vice President of OperationsThe St. Joe Company133 S WaterSound ParkwayWaterSound, FL 32413Phone: (850) [email protected]

Malinda HortonMember Executive Director Florida Association of MuseumsPost Office Box 10951Tallahassee, FL 32302-3674Phone: (850) 222-6028Fax: (850) 222-6112


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Bill Lupfer Member President & CEOFlorida Attractions Association1114 N Gadsden StreetTallahassee, FL 32303


Lino MaldonadoMember Vice President of OperationsResortQuest International546 Mary Esther Cut-Off NW, Ste 3Fort Walton Beach, FL 32548


Rick McAllister Member President and CEOFlorida Retail Federation227 South Adams StreetTallahassee, FL 32301Phone: (850) 222-4082Fax: (850) [email protected]

William MooreMember Chief Operating Officer Kennedy Space Center Visitor ComplexMail Code: DNPSKennedy Space Center, FL 32899-0001Phone: (321) 449-4444Fax: (321) [email protected]

Jetse Pottinga, CAMMember General Manager Meli Orlando Suite Hotel At Celebration225 Celebration PlaceCelebration, FL 34747Phone: (407) 964-7150Fax: (407) 964-7001

[email protected]

Terry Prather Member PresidentSeaWorld Orlando, Discovery Cove and Aquatica7007 SeaWorld DriveOrlando, FL 32821Phone: (407) [email protected]

Gene PrescottMember PresidentThe Biltmore Hotel1200 Anastasia AvenueCoral Gables, FL 33134Phone: (305) 445-1926Fax: (305) [email protected]

David W. ReeseMember PresidentFlorida's First Coast of Golf 415 Pablo AvenueSuite 102Jacksonville Beach, FL 32250Phone: (904) 249-0585Fax: (904) [email protected]

Andrew ReissMember Owner

Andrew's Downtown228 South Adams StreetTallahassee, FL 32301Phone: (850) [email protected]

Robert SkrobMember Executive Director Florida Association of Destination MarketingOrganizationsPost Office Box 14629Tallahassee, FL 32317Phone: (850) 222-6000


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Thom StorkMember President/CEOThe Florida Aquarium701 Channelside DriveTampa, FL 33602

Phone: (813) 273-4060Fax: 813 [email protected]

Grace Villamayor Member Vice President, Inbound/OutboundThe Hertz Corporation8700 W Flagler Street, Suite 400Miami, FL 33174

Phone: (305) 223-7987 x313Fax: (305) [email protected]

Dana WilliamsMember Director of Brand IntegrationSouthwest Airlines2702 Love Field DriveDallas, TX 75235Phone: (214) [email protected]

Total Records 31


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Exofficio Members

Jean AustinExofficio Member Regional Director of Management

American Express Establishment Services

11319 SW Rockingham DrivePort Saint Lucie, FL 34987Phone: (800) 380-4505Fax: (800) 380-4505

[email protected]

Thomas E. BarnetteExofficio Member President/CEOEA Tours

PO Box 1388Brooksville, FL 34601Phone: (352) 799-3876Fax: (352) [email protected]

Ty ChristianExofficio Member President/CEO

TRC Consulting Group, LLC800 Montana StreetOrlando, FL 32803Phone: (407) 421-6553Fax: (407) [email protected]

Pamella DanaExofficio Member Owner

Sure Lure Charter Company200 Gulf Shore Dr #323Destin, FL 32541Phone: (850) 556-5798Fax: (850) [email protected]

Ken Detzner Exofficio Member

Secretary of StateState of FloridaThe Capitol500 South Bronough StreetTallahassee, FL 32399-0250Phone: (850) 245-6500Fax: (850) [email protected]

Donald ForgioneExofficio Member

Florida Park Service Director Florida State Parks3900 Commonwealth BoulevardDouglas Building, Room 550Tallahassee, FL 32399-3000Phone: (850) 245-3029Fax: (850) [email protected]

Jan Gautam, CHAExofficio Member President & CEOInteressant Hospitality/GI Hotels Group572 Cressa CircleCocoa, FL 32926UNITED STATESPhone: (321) 302-1258Fax: (866) 888-1628

[email protected]

Robert KammExofficio Member President & CEOSandcastles Hotel & Resort4393 Commons Drive EastSuite 207Destin, FL 32541Phone: (850) [email protected]

Shari KerriganExofficio Member State Film Commissioner Florida Office of Film & Entertainment, Executive Officeof the Governor

Carol McQueenExofficio Member Executive Director Levy County Visitors BureauPost Office Box 1324


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Keith Overton, CHAExofficio Member President and Chief Operating Officer Island Grand - TradeWinds Island Resorts5600 Gulf BlvdSaint Petersburg, FL 33710


Larry PendletonExofficio Member PresidentFlorida Sports2930 Kerry Forest ParkwaySuite 101

Tallahassee, FL 32309Phone: (850) 488-8347Fax: (850) [email protected]

Jorge PesqueraExofficio Member President & CEOPalm Beach County Convention & Visitor Bureau

1555 Palm Beach Lakes BoulevardSuite 800West Palm Beach, FL 33401-2373Phone: (561) 233-3000Fax: (561) 233-3044

[email protected]

Abraham PizamExofficio Member DeanUniversity of Central Florida Rosen School of Hospitality

Management9907 Universal BoulevardOrlando, FL 32819Phone: (407) 903-8010Fax: (407) [email protected]

William D. Talbert, III, CDMEExofficio Member

President/Chief Executive Officer Greater Miami Convention & Visitors Bureau701 Brickell Avenue, Suite 2700Miami, FL 33131Phone: (305) 539-3040Fax: (305) [email protected]

Frank UsinaExofficio Member

PresidentNorth Beach Camp Resort4125 Coastal HighwaySaint Augustine, FL 32084-1496Phone: (904) 824-1806Fax: (904) [email protected]

Jack Wert, FCMDE

Exofficio Member Executive Director Naples, Marco Island, Everglades Convention & VisitorsBureau2800 N Horseshoe DriveNaples, FL 34104Phone: (239) 252-2402Fax: (239) 252-2404

[email protected]

Total Records 17


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Ex-officio Members with Excused Absence: Jean Austin (34/47); Ty Christian(15/21); Shari Kerrigan (0/1); Abe Pizam (5/7); Gary Sain (3/8); William Talbert

(8/13); Frank Usina (27/33).Honorary Members in Attendance : Richard Goldman, Thomas Waits.

Honorary Members with Excused Absence: Nicki Grossman, Peter Guptill;Jack Healan; Arthur Hertz; Donna Ross; Bill Sims; Tom Staed.

Others in Attendance: Doug Darling, Department of Economic Opportunity;

Newt Collinson, Collinson Media; Virginia Haley, Sarasota CVB; KatherineMorrison, Department of Economic Opportunity; Nate Huff, Miles Media; RogerMiles, Miles Media; Matthew Dunn, Ocala Marion County VCB; Martha Falcon,DDB; Joe Cronin, DDB; Danah Heye, Madden Media; Pat Roberts, FAB; JoeyWilson, Sapient; Darren McColl, Sapient; Kelly Miller, Tampa Bay & Company;Steve Hayes, Tampa Bay & Company; Scott Rose, Florida Aquarium; Dan Rowe,Panama City CVB; Shelley Maccini, Kissimmee CVB; Doug Luciani, Miles Media;Kerri Post, Visit Tallahassee; Chris Cate, Department of State; Heather Houston,Department of State; Julie Myers, Smith, Bryan & Myers.

VISIT FLORIDA Staff in Attendance: Will Seccombe, Vangie McCorvey, EileenForrow, David Dodd, Michele Vaught, Meredith DaSilva, Kimberly Faulk,Susannah Costello, Kevin McGeever, Meagan Houser, Becca VanLandingham,Steven Bonda, Cheryl Hatcher, Nate Long, Brenna Dacks, Staci Mellman, SarahLeahy, Jennifer Coto.

Old Business

3. Ms. Gustafson moved approval of the September 25, 2011, board ofdirectors meeting minutes. The motion was seconded by Mr. Hertz andapproved unanimously.

New Business

Audit Committee Report . Mr. Waits reported an Audit Committee meeting washeld on December 7 to review nine RFPs to select a certified public accountingfirm. After considerable review, the list was narrowed down to Thomas HowellFerguson; Carr, Riggs and Ingram; and James Moore Company. The Committeemet with all three firms, reviewed their proposals and made a selection. The


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Viva Florida was discussed and the committee will be meeting again withHarrison & Shriftman/Ketchum to brainstorm and discuss a statewide effort to

support the effort. Promotions Committee : The promotions team has been expanded to

include a new promotions representative. Since VISIT FLORIDA is currentlyrecruiting a promotions manager, the department is being overseen by boththe contracts manager and internet manager.

The committee discussed how the department could help Partners increase

their ROI and awareness. Ideas included positioning promotions as a real VIPevent to consumers, utilizing a promotions newsletter by providing results ofprevious promotions as a way to encourage participation, and allowingPartners more time to respond to short or time-constrained opportunities.

Currently, the team has coordinated 21 programs garnering 130,346,050consumer impressions and $4,904,953 in media value.

Sales Committee : The Sales Committee discussed meetings research thatwas recently completed by Metropoll. It provided data that compared Floridato 40 other destinations, as well as a study on meeting planners and theirview of Florida. The research showed many planners view Florida as lackingin cultural and historical offerings and many do not view Florida as a seriousmeetings destination. It was recommended that the new agency develop anew, fresh and unique Florida meetings & conventions brand which shouldinclude advertisements, social media and web content while being consistentand visible throughout the tradeshows.

Discussion also focused on Florida Encounter, as meeting plannerattendance was down this past year. Opportunities through partnerships withMPI and PCMA could add value to the attendee and increase the overall ROI.M&C magazine would like to co-brand Florida Encounter with VISIT FLORIDAthis year and the committee agreed that this is a good solution. Thecommittee recommended a review of Florida Encounter by a group ofmeeting professionals to evaluate all components of the program.

An overview of the recently purchased ARC research software waspresented. This software will be used to pull and qualify lists of travel agentsin our core markets.


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Mr. Seccombe stated this is the first year that Meetings has been a truemarketing platform for VISIT FLORIDA.

A new City-wide Convention Grant from Miami for $100,000 matching funds isto be used to market for the Cardiovascular Research Foundation to attractattendees. The grant was approved as submitted by the committee.

Mr. Wheeler moved approval of the City-wide Convention Grant. Ms.Dover seconded the motion.

Subsequent dialogue took place with regard to the overall grant structure andofferings. A request was made to provide members information on their boardmember responsibilities.

The motion on the floor was then approved unanimously.

International Committee : VISIT FLORIDA announced an Airline MatchingGrant program to stimulate the Florida economy by expanding newinternational air service to the state. The grant is an opportunity for DMOs toestablish a three-way partnership with destinations, their airports and VISITFLORIDA. The grant is up to $100,000 and is only available for scheduledservice and not charter. The total dollars available is $250,000. Businessrules and application are now available on VISITFLORIDA.org.

As it relates to international co-op, it was shared that VISIT FLORIDA willcontinue to work with the OTAs and tour operators.

Participation at the Routes conference was very positive. While in attendance,Ms. Vaughan was able to secure complimentary admission for DMOs thatwould like to attend the Americas program in February.

A representation matrix was presented to show where Florida is represented.The state has extensive coverage in the UK and Germany. Some DMOs

have representation on full-time retainer while others are project-basedcontracts. VISIT FLORIDAs teams are all currently on retainer. It wassuggested to give consideration to spreading dollars across other areas thatneed support from the state level.

Staff will be issuing RFPs for Germany (PR), UK and China this spring. The


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Cultural, Heritage, Rural and Nature Committee : The committee discussed2012 2013 grants. It was decided web affiliates do not qualify for the

program and the principle applicant on the application must be a VISITFLORIDA Partner. If the committee does not have enough available membersto review the grants received, they will enlist Marketing Council committees toassist.

With regard to the past Downtowns and Small Towns program, it wassuggested that VISIT FLORIDA collaborate with the Florida RedevelopmentAssociation and the Florida Main Street program to develop a digital format

that would help travelers plan their rural experiences. A suggestion toincorporate historic districts and Downtowns and Small Towns into some typeof publication or cross-linked on the website was shared.

Flagler Awards were discussed since there was some concern about ruralcounties competing against larger counties. The Best of Show category has adivision for rural counties with budgets under $100,000.

Based on feedback from the Marketing Retreat, VISIT FLORIDA will have anadditional grant next fiscal year available to Small Business Partners with theopportunity to have VISIT FLORIDA match their marketing fund efforts. Thisgrant will replace the current small business co-op opportunities.

Mr. Seccombe shared City-Wide Meeting & Conventions Grant, CulturalHeritage and Nature Tourism Grant, Advertising Matching Grant and MinorityConvention Grant remain, along with the addition of the Airline Program andSmall Business grants. All grant programs are managed by individualmarketing committees.

Advertising/Internet Committee : A new deal with Mazda and DempseyRacing was finalized. There will be two new cars this year: Share A LittleSunshine and Fishing Capital. The Dempsey team shot a new PSA spot lastweek which encourages people to Share a Little Sunshine and promotes the

value of tourism.VISIT FLORIDA continues its efforts with Google. The new brand awarenessco-op program allows premium reserve inventory across Google displaynetworks, YouTube and AdMob Google mobile. VISIT FLORIDA was the firstdestination in the world to be included in Google Currents. There are currently2 728 b ib h G l C VISIT FLORIDA h l


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10. Viva Florida Presentation Secretary Browning presented on Viva Florida, the

celebration of the 500th

anniversary of Ponce De Leon landing in Florida. TheDepartment of State maintains fla500.com, an industry website for hosting VivaFlorida events. Secretary Browning asked members to consider how theirbusiness, its location and customers have contributed to Floridas heritage and toconsider incorporating the Viva Florida brand in their marketing materials.

11. Florida Governors Conference on Tourism Recap and Future Direction Ms. Forrow reported that the Florida Governors Conference still remains the

largest in the US. There were 746 attendees this past year, but of that figure, 254are industry members who represented 144 companies. Over the last four years,there has been a decline in sponsorship and attendees. Ms. Forrow sharedstatistics from the past 11 conferences. VISIT FLORIDA will move forward withGovernors Conference 2012.

Mr. Seccombe mentioned we will take a more aggressive approach insponsorship sales and need the industrys support with attendees. CVBs will

need to endorse. If the event is successful this year with attendance andsponsorships, we will move forward with it again in 2013, and if not, we will lookinto other options. Discussion ensued.

Mr. Gaekwad recommended that VISIT FLORIDA start a certification process sothere is more of an incentive for the industry to attend. Ms. Gustafsonrecommended that while Sapient Nitro is meeting with the industry, they couldalso ask about Governors Conference. Chair Lapi added that Mr. Tomlin, as the

Chair of the Industry Relations committee, could put together an ad-hoccommittee to brainstorm ideas.

Other Business .

14 . Appointment of the Nominating Committee Chair Lapi appointed this yearsnominating committee: Glenn Hastings as Chair along with Tony Lapi, EdFouch, Richard Goldman and Thom Stork.

15. DEO/EFI Transition Update Ms. Myers reported that there are certain glitcheswithin our operating agreement and those have been included in a proposedglitch bill to legislation.

Chair Lapi established a by-law task force composed of Tammy Gustafson as


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16. Presidents Report Mr. Seccombe presented Mr. Thompsons Presidents Report and extended the

invitation to new and old board members to stop by VISIT FLORIDA to observethe day-to-day operations. VISIT FLORIDA is now accepting committeeapplications. Lastly, board members are invited to attend the 24 hours ofDaytona this upcoming weekend. Discussion ensued.

There was no further business to come before the Board and the meeting wasadjourned without objection at 1:47 p.m.

_________________________________ ________________ Tony Lapi, Chair Date

_________________________________ ________________ Harold Wheeler, Secretary Date


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Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDAOverview of Proposed Budget for Fiscal Year 2012-2013

Marketing

Revenues

Events Revenue consists of Media Missions, Media Events at ITB and World Travel Market andincreased Industry participation at Media Receptions.

Publication Revenue is for the FAA Map Vacation Guide with the decrease due to only co-op revenue

for the Vacation Guide next year.

Research Revenue is for Partner participation in the International Outbound research and theInternational Visitor Methodology Study/VISA. The decrease is due to not doing the Conversion Studyand Tourism Decision Metrics next year.

Website Revenue is derived from ad sales for the Direct Marketing email program and VISITFLORIDA.com both of which are increasing next year due to VISIT FLORIDA doing sales in house thesecond half of the year and Florida Vacation Auction.

Industry-Contributed Promotional Value Revenue and offsetting Expense is generated based on themedia value of our promotions, which is decreasing next year due to a large promotion this year thatmay not be repeated next year.

Industry-Cooperative Advertising Value Revenue and offsetting Expense is generated from Co-opmedia programs. The increase next year is due to an increase in the media budget.

Expenses

Employee Compensation and Benefits have increased due to a 3% cost of living increase, a 5.5%increase in health and adding the following four positions: Marketing Director, Deputy Editor, ContentWriter and Digital Analyst. There is no increase in dental, vision, disability/life and workerscompensation. The employer contribution to the 401-K plan remains the same at 6%.

Fees and Services consist of contracted services for VISITFLORIDA.com, the Media website, VIVAFlorida, Content Management program including the Insiders, Domestic Public Relations agency, newsclipping services and Canada, Germany, Latin America and UK Public Relations contractors.The increase next year is due to VISITFLORIDA.com and related digital marketing campaign redesign

d VIVA Fl id


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Business Promotion is for Media Receptions, Media Events (ITB and World Travel Market),Promotions sales calls, Partner Tours and general industry entertainment with increases due to VIVAFlorida Events and La Cumbre reception.

Fulfillment is for mailing costs associated with the direct mail campaigns.

Grants are for Advertising Matching grants that are mandated and Cultural, Heritage & Nature Grantswith increases in Air Team Florida Grants and the new Small Business Advertising Grants.

Promotional items are for giveaways for sales calls, events and promotions.

Research Projects are for our mandated projects Estimates and Profiles (which will decrease next year)and the Omnibus Vacation Behavior Study. We will continue to do Advertising Research, ResidentTracking, International Outbound Research, VISIT FLORIDA Satisfaction Surveys, InternationalMethodology Study/VISA, Advertising ROI and TaxWatch. New for next year is Usability WebsiteTesting, Visitor Center Study, Travel Market Insights for China which is offset by not doing MeetingsResearch, Conversion Study, and Economic Impact.

Travel is for the various marketing programs including Share A Little Sunshine, Domestic PromotionsSales Calls, Partner Tours , Canadian and Domestic Media Receptions and Missions and staff travel toGovernors Conference, Marketing retreat, Board meetings and Industry functions.

Travel Advertising Agency is for our agencies of record.

Travel Projects-Non Employee is primarily for Individual Media Fams and Promotional trip giveawayswhich will increase next year and Insiders.

Agency Fees are for our agencies of record for Domestic and International markets and the multi-

cultural agencies that will provide the agency of record with creative and media direction on any multi-cultural efforts. The decrease is due to additional costs in the current year to onboard the new agency.

Media is for Domestic and International media, promotional support dollars to purchase in-state andout-of-state consumer promotions with various media partners, Traffic Generation buy forVISITFLORIDA.com with the remainder going for other media opportunities. The increase is due to anincrease in State appropriations to spend on media.

Production costs are primarily paid to our agencies for new creative, talent fees and productioncontracted services.

Media Strategic Alliance is media cost related to our strategic alliances.


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Travel will increase next year due to new programs.

Fulfillment is for the cost associated with our toll free numbers and mail house for the internationalmarkets in Canada, France, Germany, Latin America and the United Kingdom and new for next yearIndia.

Grants are for the City-Wide Meetings and Convention program and the Minority Convention Grants.

Insurance Business is for Cover Your Event insurance available to Meeting Planners.

Travel Projects Non-Employee will increase next year for meeting planners at Florida Encounter.

Media is for advertising in Meeting Planner and Tour Operator Publications.

Production costs are for advertising, Florida/UK Night and Governors Conference.


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Visitor Services

Revenues

Events Revenue is for the Welcome Center Festivals.

Welcome Center Revenue consists of Brochure and Transparency space rental in the centers, FIN(Florida Information Network) Program, and sponsorship of Kids Corner in two of the centers. Salesvolume is expected to increase.

Reimbursement Revenue are the funds we receive from the Department of Citrus reimbursing us for thecost of the citrus juice served at the centers. There is a direct expense offset to this revenue under CitrusJuice.

Publication Revenue is for the Florida Map! that is produced in-house under contract with the FloridaDepartment of Transportation.

Expenses

Employee Compensation and Benefits have increased due to adding one position for MaintenanceSpecialist at I-75, a 3% cost of living increase, a 5.5% increase in health and no increase in dental,vision, disability/life and workers compensation. The employer contribution to the 401-K plan remainsthe same at 6%.

Fees & Services are to retain contractors to develop the concept and action plan for the new look at theWelcome Centers.

Decorations are for the festivals and increase next year for chairs next to a charging station.

Printing/Copying/Photo is primarily for the Florida Map! and new for next year printed material for thethemed months.

Business Promotion is for Hands Across the Border, celebrations at the centers, and Festivals at four of

the Welcome Centers.

Equipment repairs and maintenance includes general supplies for cleaning, maintenance agreements onequipment and repairs or replacement of small equipment.

Postage & Freight are for shipping of various publications to the Welcome Centers.


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Training is for first aid, CPR, Customer Service, Teambuilding and Leadership classes for the staff.

Travel is for staff travel between Welcome Centers and Tallahassee, Educational FAMs, SETCA,ESTO, Welcome Center Festivals and for next year, thus the increase, all managers will attend theMarketing Retreat and the Governors Conference.

Uniforms are for pants and logo shirts for staff.


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Promotional items are for Partner welcome kits, sales calls and trade shows.

Registration/Booth rental is for 9 events.

Travel is for the staff to provide one-on-one marketing consultations and sales of programs andattend functions and trade shows. Travel will increase next year due to additional staff, moremeetings with Partners by management and more one-on-one marketing consultations and salescalls.

Media is for strategic sponsorships.


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General and Administrative

Revenue

State of Florida proceeds are budgeted next year at $54,000,000 based on the appropriation.

Events Revenue is for Tourism Day and the Marketing Retreat which has increased for next year.

Interest is based on the anticipated interest to be earned on our balance in the public and economic risk bank accounts.

Expense

Employee Compensation and Benefits have increased due to a 3% cost of living increase, a 5.5%increase in health and adding the following three positions: two Accountants and a SystemAdministrator. There is no increase in dental, vision, disability/life and workers compensation. Theemployer contribution to the 401-K plan remains the same at 6%.

Fees and Services are primarily for bank fees, accounting fees, payroll service, 401-K administration,consultants for the computer network, HR Department, VISITFLORIDA.org and for the accountingsystem which will increase next year as we improve processes.

Office & Computer Supplies are increasing for new employees company wide.

Depreciation is the reduction in value of assets over their useful life. The increase next year is due to

amortization of the new Customer Relationship Management system and new Business to Business site(VISITFLORIDA.org).

Printing/Copying/Photo is for business cards, mailing labels, presentation folders, envelopes and nametags.

Business Promotion is for DMAI, US Travel Association (USTA), Tourism Day and general (non-project specific).

BOD Expenses are for Board meetings and the annual marketing retreat which will have increased costsdue to the number of anticipated participants.

Equipment Repairs and Maintenance is for postage meter maintenance and fork lift repairs as well as ITrelated maintenance.


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Summary of All Units

This report is the Consolidated Financial Projections for current year fiscal 2011-2012and the budget for fiscal year 2012-2013. This report is a rollup of all the departmentalfinancials.

The 2012-2013 Budget shows Revenues of $140,859,309, which is $20,881,095 morethan current year projections and Expenses of $139,359,043, which is $19,738,612 morethan current year projections for a 2012-2013 budgeted Revenue over Expense of $1,500,266, which will cover some of the capital outlay this year.

The explanations for the increases in Revenues and Expenses are included in theindividual department sections of this report.


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Travel - Projects (Non-Emp) 513,906.95 101,249.71 246,905.00 185,953.00 534,107.71 559,921.72 (25,814.01) 912,401.00 378,293.29 352,479.28Uniforms 13,747.87 9,544.36 12,129.00 3,640.00 25,313.36 25,428.00 (114.64) 21,976.00 (3,337.36) (3,452.00)Utilities 98,628.04 59,040.00 42,622.00 163.00 101,825.00 110,442.00 (8,617.00) 109,741.00 7,916.00 (701.00)Warehouse-Rent 31,099.80 17,333.90 14,303.00 31,636.90 33,632.00 (1,995.10) 34,257.00 2,620.10 625.00Agency Fees 1,145,195.25 974,740.30 756,548.00 921,310.00 2,652,598.30 1,492,342.00 1,160,256.30 2,359,242.00 (293,356.30) 866,900.00Media 12,171,532.05 4,954,987.79 9,596,089.00 1,994,635.00 16,545,711.79 17,821,504.00 (1,275,792.21) 29,943,702.00 13,397,990.21 12,122,198.00Production 1,488,986.41 1 ,618,153.83 604,877.00 (269,265.00) 1,953,765.83 1 ,812,906.00 140,859.83 2,521,577.00 567,811.17 708,671.00

Media Strategic Alliance 749,100.60 20,833.33 138,057.00 158,890.33 158,890.33 35,200.00 (123,690.33) 35,200.00Industry-Contributed Promotional Value 34,841,752.00 10,420,926.00 14,931,940.00 38,152,863.00 63,505,729.00 28,700,000.00 34,805,729.00 54,800,000.00 (8,705,729.00) 26,100,000.00Industry-Cooperative Advertising Value 15,095,263.12 7,012,059.31 12,512,750.00 (3,716,919.00) 15,807,890.31 21,678,225.00 (5,870,334.69) 25,429,400.00 9,621,509.69 3,751,175.00

Total Expense 82,801,560.87 34,608,349.97 47,868,123.44 37,143,958.00 119,620,431.41 91,128,161.38 28,492,270.03 139,359,043.00 19,738,611.59 48,230,881.62

Revenue Over Expense 941,798.51 7,050,341.86 (4,284,380.44) (2,408,179.00) 357,782.42 123,767.62 234,014.80 1,500,266.00 1,142,483.58 1,376,498.38

05/10/1210:46 AM

Operating Summary w January Projections5/10/2012


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FRLA Marketing Budget

The Hotel and Restaurant Trust Fund was appropriated by the State of Florida to be transferred to VISITFLORIDA to contract with the Florida Restaurant and Lodging Association (FRLA) to develop acoordinated marketing, media and events program to promote Florida tourism by residents of the state.

Co-op Advertising Revenue and offsetting Expense will match the funding since this campaign shallrequire a private matching program.

Florida To rism Ind str Marketing Corp


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Florida Tourism Industry Marketing Corp.FRLA MARKETING PROGRAM ROLLUP

Departmental Financial with ComparisonFor the Seven Months Ending January 31, 2012

10-11 11-12 11-12 11-12 11-12 11-12 11-12 Projected 12-13 12-13 Budget 12-13 BudgetAnnual Actual Budget Amt Projections Projected Annual VS Annual VS VSActual Year to Date Remaining Adjustments Year End Actual Budget 11-12 Budget Budget 11-12 Projected 11-12 Budget

B C D E C + D + E = F G F - G = H I I - F = J I - G = K

RevenuesHotel Restaurant Trust Fund $2,000,000.00 $2,000,000.00 $2,000,000.00Co-op Adv Rev-FRLA Mktg Program 2,000,000.00 2,000,000.00 2,000,000.00

Total Revenues $4,000,000.00 $4,000,000.00 $4,000,000.00

ExpensesMedia-FRLA Mktg Program 2,000,000.00 2,000,000.00 2,000,000.00Co-op Adv Exp-FRLA Mktg Program 2,000,000.00 2,000,000.00 2,000,000.00

Total Expense $4,000,000.00 $4,000,000.00 $4,000,000.00

Revenue Over Expense $0.00 $0.00 $0.00

05/10/1211:22 AM

FRLA Marketing Program Rollup w January Projections5/10/2012


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VISIT FLORIDAProposed Capital BudgetYear 2012-2013

Description Asset Cost

AnnualDepreciation/A

mortizationExpense

FY12/13Depreciation/A

mortizationExpense

Asset Lifein Months

forDepr/Amort Notes

Computer & Software

VEAM Virtualization Backup Software July 8,000$ 2,667$ 2,667$ 36 VPN Appliance July 10,000$ 3,333$ 3,333$ 36 4 Laptops (CEO, CFO, CMO, IT Manager) July 12,000$ 4,000$ 4,000$ 36 Mac Laptop for Creative Services Manager July 3,000$ 1,000$ 1,000$ 36 KVM Switch July 3,000$ 1,000$ 1,000$ 36 Video Conferencing Solution July 10,975$ 3,658$ 3,658$ 36

Total Computer Hardware & Software 46,975$ 15,658$ 15,658$

Visitor Services

Interstate Exit Signs for Welcome Centers (WC's) July 6,000$ 1,200$ 1,200$ 60 Public Address Systems-I10, I95, 231 WC's July 7,995$ 1,599$ 1,599$ 60 Floor Scrubber-231 WC July 3,800$ 760$ 760$ 60

Total Visitor Services 17,795$ 3,559$ 3,559$

CorporateNew Customer Relationship Management System andAccounting Package

Jan 500,000$ 100,000$ 50,000$ 60 1/2 of annual depr since starting in Jan

New VF.org Redesign & Rebuild with Marketing Planner Jan 300,000$ 100,000$ 50,000$ 36 1/2 of annual depr since starting in Jan

New VF.com Redesign & Rebuild Jan 2,000,000$ 666,666$ 333,333$ 36 1/2 of annual depr since starting in JanVOIP Phones and Integration October 65,000$ 13,000$ 9,750$ 60 3/4 of annual depr since starting in OctLobby Tourism Council Plaque for Lobby July 6,363$ 909$ 909$ 84 VISIT FLORIDA Purpose Plaque for Lobby July 3,525$ 504$ 504$ 84

Total Corporate 2,874,888$ 881,079$ 444,496$

Total All-Budgeted 2,939,658$ 900,296$ 463,713$

Florida Tourism Industry Marketing CorporationAnalysis of Financial Statements

M h 31 2012


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March 31, 2012

BALANCE SHEET

Assets

Cash balances of $17,166,723 include $2,164,882 in the Economic Risk Fund.

Accounts Receivable of $5,064,391 consists primarily of amounts due from the State of Florida.

Prepaid Expenses amount to $1,097,173 and consist of expenditures made in advance of scheduled events.

Liabilities and Net Assets

Encumbered Funds (Accruals) of $8,198,891 are comprised primarily of amounts committed to production andadvertising programs through our agencies.

Accounts Payable of $38,318 are for invoices received during the month and not yet due for payment.

Deferred Revenue of $326,333 consists of Welcome Center Brochure/Transparency rental with the remainderfor various future events.

OPERATING INCOME STATEMENT

Revenue

Partner Investment of $1,862,593 year-to-date is under budget $66,407 with year-end shortfall projected at$120,000.

Strategic Alliance Revenue of $58,970 year-to-date is over budget due to unbudgeted Dollar and HertzAlliances.

Events Revenue of $1,374,483 year-to-date is over budget $83,563 due to IMEX America $13,800,

International French Travel Market $21,805, ITB $39,640, World Travel Market $27,377, ABAV $17,500 andunbudgeted Florida Berlin Night $15,200, offset by FIT $28,625 and Gramados $12,170.

Trade Show Revenue of $484,171 year-to-date is under budget $141,222 due to Governors Conference$95,122 and Encounter $46,100.

Florida Tourism Industry Marketing CorporationAnalysis of Financial Statements

March 31 2012


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March 31, 2012

Expense

Salaries & Benefits are under budget $201,724 year-to-date due to open positions.

Fees & Services are over budget $230,329 year-to-date due to Consultant for CRM $62,500, InternationalWebsite $10,144, the Consumer Website $119,765, Contracted Content $29,211, unbudgeted Viva Florida$159,815 and Florida Berlin Night $10,620, offset by timing of Dialogue Program $25,000 and African

American and Hispanic American Public Relations Fees $68,580, and savings for PR website $20,000.Printing/Copying/Photo is under budget $80,959 year-to-date due to Florida Map $35,641 with the remainderdue to timing, offset by Vacation Guide $16,170.

Business Promotion is under budget $118,195 year-to-date due to cancelled Legislative Dinner-Washington$25,000, Governors Conference $10,069 and Encounter $33,037, offset by unbudgeted Florida Berlin Night$15,773.

Promotional Items are under budget $37,518 year-to-date due to timing.

Registration Fees/Booth Rental are over budget $99,803 year-to-date due to IMEX America $17,210, Routes$15,548, International French Travel Market $24,446, ITB $13,818, World Travel Market $53,000 and ABAV$21,750 offset by FIT $16,600 and Gramados $10,337.

Research Project is over budget $53,696 year-to-date due to unbudgeted Economic Impact Study $65,000,offset by cancellation of Usability Study $20,000.

Travel is under budget $88,148 year-to-date with $16,000 due to savings with the remainder due to timing.

Travel Projects Non-Employee is under budget $219,364 year-to-date due to Encounter $39,334 and timingfor Promotions $157,276.

Agency Fees are over budget $398,719 year-to-date due to hiring new agency SapientNitro.

Media is under budget $3,135,929 year-to-date due to Share A Little Sunshine media transferred toproduction $165,000, savings of $1,275,792 with the remainder due to timing.

Production is over budget $142,250 year-to-date due to Share A Little Sunshine $139,319.

Media Strategic Alliance is over budget $150,390 due to advertising related to our Strategic Alliances.


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Florida Tourism Industry Marketing Corporation, Inc. dba VISIT FLORIDAStatement of Cash FlowMarch 31, 2012

Cash flows from operating activities:Revenue over expense as of 3/31/12 - Operating $5,362,895Add back depreciation - not actual cash outlay 127,583Changes in assets and liabilities:

Accounts receivable 9,463Advances and Prepaid Expenses (597,017)Accruals, Accounts and Sales Taxes Payable (205,037)Deferred Revenue (509,923)

Cash spent on additions to property and equipment (20,389)

Net increase/(decrease) in Cash 3/31/12 $4,167,576Beginning Balance of Cash at 6/30/11 12,999,147Ending Balance of Cash at 3/31/12 $17,166,723

UNAUDITED UNAUDITED


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Assets

Current AssetsCash:

Operating Accounts $9,489,331 $2,221,381 $7,267,950Economic Risk Fund 2,164,882 2,164,855 27Depository Accounts 5,512,510 8,612,910 (3,100,401)

Total Cash Available 17,166,723 12,999,147 4,167,576

Accounts Receivable 5,064,391 5,073,855 (9,463)Advances 12,561 10,732 1,829Prepaid Expenses 1,097,173 501,985 595,188

Total Current Assets 23,340,847 18,585,718 4,755,129

Fixed AssetsFurniture 335,774 335,774 0Equipment 134,498 138,480 (3,983)Computer Equipment and Software 863,912 890,428 (26,516)Leasehold Improvements 273,216 273,216 0Accumulated Depreciation (1,414,456) (1,337,762) (76,695)

Total Fixed Assets 192,943 300,136 (107,193)

Total Assets $23,533,790 $18,885,854 $4,647,936

3/31/2012 6/30/2011 Year-to-Year CHANGE

Florida Tourism Industry Marketing CorporationBalance Sheet

As of March 31, 2012

5/16/2012, 11:28 AM 4 12-3 Mar Fin-Monthly and Board.xls, Balance Sheet-Board

UNAUDITED UNAUDITED


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3/31/2012 6/30/2011 Year-to-Year CHANGE

Florida Tourism Industry Marketing CorporationBalance Sheet

As of March 31, 2012

Liabilities and Net Assets

Current LiabilitiesEncumbered Funds (Accruals) $8,198,891 $7,558,138 $640,753Accounts & Sales Tax Payable 38,318 884,108 (845,789)

Deferred Revenue 326,333 836,256 (509,923)

Total Current Liabilities 8,563,542 9,278,501 (714,960)

Net Assets

Prior Years (Unrestricted) 7,442,498 7,442,498 0

Current Year Operating 5,362,895 5,362,895

Economic Risk Fund (Restricted) 2,164,855 2,164,855 0

Total Net Assets 14,970,248 9,607,353 5,362,895

Total Liabilities and Net Assets $23,533,790 $18,885,854 $4,647,936

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UNAUDITED UNAUDITED

OperatingConsolidated Statement of Income and Expense

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA

Nine Months Ended March 31 2012


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Month Year-to-Date Year-to-Date Year-to-Date Budget AnnualActual Budget Variance Actual Budget Variance Remaining Budget

Nine Months Ended March 31, 2012

Office Rent 32,940 32,940 (0) 295,506 303,279 (7,773) 98,820 402,099Research Project 101,125 34,459 66,666 390,007 336,311 53,696 202,387 538,698Taxes and Licenses 169 169 13,501 14,082 (581) 388 14,470Telephone 22,681 15,241 7,440 171,494 152,079 19,416 46,805 198,883Temp. Labor 6,768 6,768Training 1,249 3,300 (2,051) 24,737 51,049 (26,312) 15,595 66,644Travel 73,205 68,193 5,012 450,277 538,425 (88,148) 206,298 744,723Travel- Advertising Agent (684) 2,920 (3,604) 30,292 21,390 8,902 6,810 28,200Travel - Projects (Non-Emp) 66,907 65,955 952 199,697 419,062 (219,364) 140,860 559,922Uniforms 4,664 4,664 17,028 25,428 (8,400) 25,428Utilities 6,280 7,310 (1,030) 73,489 85,720 (12,231) 24,722 110,442Warehouse-Rent 4,014 3,696 318 23,425 25,406 (1,981) 8,226 33,632Agency Fees 217,379 150,492 66,887 1,435,497 1,036,778 398,719 455,564 1,492,342Media 2,207,079 2,418,637 (211,558) 9,664,136 12,800,065 (3,135,929) 5,021,439 17,821,504Production 60,048 81,033 (20,985) 1,578,945 1,436,695 142,250 376,211 1,812,906Media Strategic Alliance 70,723 70,723 150,390 150,390Industry-Contributed Promotional Value 9,941,673 4,326,388 5,615,285 27,919,522 20,920,836 6,998,686 7,779,164 28,700,000Industry-Cooperative Advertising Value 1,535,374 2,119,125 (583,751) 10,089,938 13,386,600 (3,296,662) 8,291,625 21,678,225

Total Expense 15,851,159 10,783,781 5,067,378 63,803,357 62,939,296 864,061 28,188,865 91,128,161

Revenue Over Expense (876,609) (943,888) 67,279 5,362,895 2,767,346 2,595,549 (2,643,578) 123,768

5/16/2012, 11:38 AM 7 12-3 Mar Fin-Monthly and Board.xls, Consolidated Oper

UNAUDITED UNAUDITEDFlorida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA

Consolidating Statement of Income and ExpenseOperating


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G & A Sales Marketing Visitor Svs Industry Rel Actual Budget Variance

RevenuesState of Florida Proceeds 26,174,406 26,174,406 26,174,406Partner Investment 1,862,593 1,862,593 1,929,000 (66,407)Strategic Alliances 58,970 58,970 58,970Events Revenue 12,715 1,328,629 30,199 2,940 1,374,483 1,290,920 83,563Trade Show Revenue 484,171 484,171 625,393 (141,222)Welcome Center Revenue 356,035 356,035 361,305 (5,270)Reimbursement Revenue 177,897 177,897 119,646 58,251Publication Revenue 9,364 125,000 197,400 331,764 355,000 (23,236)Licensing & Merchandising Revenue 1,412 1,412 1,485 (73)Interest Income 8,139 5,718 13,857 10,085 3,772

Research Revenue 87,600 87,600 82,166 5,434Website Revenue 208,318 208,318 354,750 (146,432)Other Revenue 257 2,700 22,182 147 25,287 95,050 (69,763)Industry-Contributed Promotional Value 27,919,522 27,919,522 20,920,836 6,998,686Industry-Cooperative Advertising Value 456,044 9,633,894 10,089,938 13,386,600 (3,296,662)

Total Revenues 26,195,517 2,280,909 38,026,715 734,272 1,928,839 69,166,252 65,706,642 3,459,610

ExpensesSalaries & Benefits 1,463,194 569,967 1,283,707 1,566,256 434,905 5,318,030 5,519,754 (201,724)

Fees & Services 288,613 540,334 1,948,319 84 4,847 2,782,196 2,551,868 230,329Citrus Juice 177,897 177,897 119,646 58,251Office & Computer Supplies 37,943 4,214 8,055 9,351 7,217 66,780 73,866 (7,086)Decorations 1,333 25,956 664 1,258 59 29,271 46,182 (16,911)Depreciation 127,583 127,583 143,830 (16,247)Dues & Subscriptions 32,410 20,436 82,164 3,072 3,993 142,075 142,558 (483)Printing/ Copying/ Photo 3,086 48,819 29,529 153,207 1,980 236,621 317,581 (80,959)Business Promotion 13,718 410,098 28,963 8,357 5,429 466,565 584,760 (118,195)BOD/ Commission Expenses 79,455 79,455 55,084 24,371Equipment Repairs and Maintenance 31,086 32,324 63,410 62,149 1,261Equipment Rental 36,192 129,684 1,185 4,074 117 171,252 174,373 (3,121)

Postage & Freight 10,434 51,411 2,516 19,541 3,906 87,808 104,421 (16,613)Fulfillment 90,571 (86) 125,577 216,062 231,975 (15,913)Grants 18,371 18,371 20,000 (1,629)Insurance Business 48,730 94,117 142,847 144,742 (1,895)Legal 52,314 833 53,146 66,250 (13,104)Promotional Items 2,661 22,801 3,335 1,457 1,919 32,172 69,690 (37,518)Registration Fees/Booth Rental 1,050,352 1,845 2,270 1,054,467 954,664 99,803Employee Relocation 2,700 2,700 2,700Office Rent 295,506 295,506 303,279 (7,773)Research Project 390,007 390,007 336,311 53,696

Nine Months Ended March 31, 2012Consolidating Statement of Income and Expense

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G & A Sales Marketing Visitor Svs Industry Rel Actual Budget Variance

Nine Months Ended March 31, 2012g p

Taxes and Licenses 12,263 910 160 168 13,501 14,082 (581)Telephone 105,815 15,420 17,827 20,557 11,876 171,494 152,079 19,416Temp. Labor 6,768 6,768 6,768Training 9,240 12,087 1,160 2,250 24,737 51,049 (26,312)Travel 63,376 197,373 122,891 22,367 44,269 450,277 538,425 (88,148)Travel- Advertising Agent 30,292 30,292 21,390 8,902Travel - Projects (Non-Emp) 7,159 67,756 124,782 199,697 419,062 (219,364)Uniforms 17,028 17,028 25,428 (8,400)Utilities 4,961 10,708 57,820 73,489 85,720 (12,231)Warehouse-Rent 23,425 23,425 25,406 (1,981)Agency Fees 1,435,497 1,435,497 1,036,778 398,719

Media 128,278 9,449,858 86,000 9,664,136 12,800,065 (3,135,929)Production 97,903 1,481,042 1,578,945 1,436,695 142,250Media Strategic Alliance 150,390 150,390 150,390Industry-Contributed Promotional Value 27,919,522 27,919,522 20,920,836 6,998,686Industry-Cooperative Advertising Value 456,044 9,633,894 10,089,938 13,386,600 (3,296,662)

Total Expense 2,729,771 4,056,580 54,177,647 2,228,325 611,034 63,803,357 62,939,296 864,061

Revenue Over Expense 23,465,746 (1,775,671) (16,150,932) (1,494,053) 1,317,805 5,362,895 2,767,346 2,595,549

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Departmental Statement of ExpenseNine Months Ended March 31, 2012


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General & Administrative ExpensesSalaries & Benefits 142,012 160,751 (18,740) 1,463,194 1,446,759 16,435 681,158 2,127,917Fees & Services 29,093 36,914 (7,821) 288,613 273,083 15,530 110,009 383,092Office & Computer Supplies 4,858 3,799 1,059 37,943 37,771 172 8,285 46,056Decorations 170 (170) 1,333 1,630 (297) 510 2,140Depreciation & Amortization 13,025 15,157 (2,132) 127,583 143,830 (16,247) 43,995 187,825Dues & Subscriptions 4,461 5,020 (559) 32,410 22,908 9,502 1,885 24,793Printing/ Copying/ Photo 160 10,823 (10,663) 3,086 16,709 (13,623) 7,483 24,192Business Promotion 820 1,595 (775) 13,718 45,625 (31,907) 4,475 50,100BOD/ Commission Expenses 27 27 79,455 55,084 24,371 17,500 72,584Equipment Repairs and Maintenance 1,222 1,755 (533) 31,086 23,115 7,971 6,265 29,380Equipment Rental 2,601 2,728 (127) 36,192 27,992 8,200 8,414 36,406Postage & Freight 1,234 915 319 10,434 8,705 1,729 2,745 11,450Insurance Business 5,414 5,388 26 48,730 48,492 238 16,164 64,656Legal 6,079 11,250 (5,171) 52,314 66,250 (13,936) 18,750 85,000Promotional Items 1,250 (1,250) 2,661 5,101 (2,440) 784 5,885Registration Fees/Booth Rental (135) (135) 1,200 (1,200) 1,200Employee Relocation 300 300 2,700 2,700 7,300 10,000Office Rent 32,940 32,940 (0) 295,506 303,279 (7,773) 98,820 402,099Taxes and Licenses 9 9 12,263 13,465 (1,202) 185 13,650Telephone 12,105 8,955 3,150 105,815 93,656 12,159 27,502 121,158Training 1,000 3,300 (2,300) 9,240 26,500 (17,260) 6,095 32,595Travel 8,108 3,902 4,206 63,376 78,553 (15,177) 31,325 109,878Travel - Projects (Non-Emp) 500 (500) 7,159 5,448 1,711 200 5,648Utilities 411 600 (189) 4,961 6,300 (1,339) 1,800 8,100

Total General & Administrative Expense 265,743 308,012 (42,269) 2,729,771 2,754,155 (24,384) 1,101,649 3,855,804

5/16/2012, 11:30 AM

10

12-3 Mar Fin-Monthly and Board.xls, Departmental Exp




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Sales ExpensesSalaries & Benefits 65,521 69,063 (3,542) 569,967 621,567 (51,600) 269,206 890,773Fees & Services 62,861 51,066 11,795 540,334 514,161 26,174 146,228 660,389Office & Computer Supplies 203 193 10 4,214 1,485 2,729 659 2,144Decorations 4,469 3,642 827 25,956 42,817 (16,861) 4,301 47,118Dues & Subscriptions 535 1,620 (1,085) 20,436 26,810 (6,374) 860 27,670Printing/ Copying/ Photo 24,122 1,570 22,552 48,819 53,209 (4,390) 5,299 58,508Business Promotion 31,238 36,815 (5,577) 410,098 471,528 (61,430) 112,464 583,992Equipment Rental 8,077 6,320 1,757 129,684 141,132 (11,448) 7,113 148,245Postage & Freight 11,816 6,534 5,282 51,411 58,487 (7,076) 17,287 75,774Fulfillment 12,031 12,707 (676) 90,571 94,666 (4,095) 40,183 134,849Grants 240,000 240,000Insurance Business 73,103 73,103 94,117 96,250 (2,134) 96,250Promotional Items 2,979 2,300 679 22,801 36,331 (13,530) 7,787 44,118Registration Fees/Booth Rental 246,141 221,986 24,155 1,050,352 947,378 102,974 143,310 1,090,688Taxes and Licenses 160 160 910 449 461 203 652Telephone 2,411 1,656 755 15,420 15,015 405 4,872 19,887Travel 34,874 35,971 (1,097) 197,373 208,856 (11,483) 89,677 298,533Travel - Projects (Non-Emp) 2,501 10,856 (8,355) 67,756 127,435 (59,679) 16,846 144,281Utilities 10,708 5,500 5,208 1,530 7,030Warehouse-Rent 4,014 3,696 318 23,425 25,406 (1,981) 8,226 33,632Agency Fees 4,092 4,092Media 15,978 13,500 2,478 128,278 122,909 5,369 39,699 162,608Production 97,903 104,021 (6,118) 1,160 105,181Industry-Cooperative Advertising Value 456,044 200,000 256,044 200,000

Total Sales Expense 603,033 479,495 123,538 4,056,580 3,915,411 141,169 1,161,002 5,076,413

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Marketing ExpenseSalaries & Benefits 156,641 154,169 2,472 1,283,707 1,387,521 (103,814) 596,549 1,984,070Fees & Services 294,697 309,663 (14,966) 1,948,319 1,754,100 194,219 1,691,230 3,445,330Office & Computer Supplies 46 3,460 (3,414) 8,055 16,174 (8,119) 2,113 18,287Decorations 15 15 664 664 2,550 2,550Dues & Subscriptions 8,860 7,153 1,707 82,164 84,169 (2,005) 23,943 108,112Printing/ Copying/ Photo 1,194 2,479 (1,285) 29,529 43,669 (14,139) 2,574 46,243Business Promotion 3,297 7,200 (3,903) 28,963 38,011 (9,048) 28,002 66,013Equipment Repairs and Maintenance 540 (540) 540 1,080Equipment Rental 1,185 1,185 7,100 7,100Postage & Freight 235 786 (551) 2,516 5,797 (3,281) 2,580 8,377Fulfillment (86) (86) 90,000 90,000Grants 5,000 10,000 (5,000) 18,371 20,000 (1,629) 160,000 180,000Legal 833 833Promotional Items 1,372 3,900 (2,528) 3,335 22,435 (19,100) 6,150 28,585Registration Fees/Booth Rental 560 1,605 (1,045) 1,845 4,501 (2,656) 3,230 7,731Research Project 101,125 34,459 66,666 390,007 336,311 53,696 202,387 538,698Taxes and Licenses 160 160Telephone 3,780 1,431 2,350 17,827 13,217 4,610 4,684 17,900Training 12,087 18,000 (5,913) 8,500 26,500Travel 20,009 23,118 (3,109) 122,891 163,627 (40,736) 53,062 216,689Travel- Advertising Agent (684) 2,920 (3,604) 30,292 21,390 8,902 6,810 28,200Travel - Projects (Non-Emp) 64,406 54,599 9,807 124,782 286,179 (161,397) 123,814 409,993Agency Fees 217,379 150,492 66,887 1,435,497 1,036,778 398,719 451,472 1,488,250Media 2,169,102 2,384,137 (215,035) 9,449,858 12,588,156 (3,138,298) 4,935,740 17,523,896Production 60,048 81,033 (20,985) 1,481,042 1,332,674 148,368 375,051 1,707,725Media Strategic Alliance 70,723 70,723 150,390 150,390Industry-Contributed Promotional Value 9,941,673 4,326,388 5,615,285 27,919,522 20,920,836 6,998,686 7,779,164 28,700,000Industry-Cooperative Advertising Value 1,535,374 2,119,125 (583,751) 9,633,894 13,186,600 (3,552,706) 8,291,625 21,478,225

Total Marketing Expense 14,654,852 9,678,117 4,976,735 54,177,647 53,280,684 896,963 24,848,870 78,129,554

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Visitor Services ExpensesSalaries & Benefits 176,276 179,380 (3,104) 1,566,256 1,614,420 (48,164) 623,965 2,238,385Fees & Services 84 100 (16) 100Citrus Juice 18,488 13,294 5,194 177,897 119,646 58,251 39,882 159,528Office & Computer Supplies 1,337 1,277 60 9,351 12,737 (3,386) 4,337 17,074Decorations 249 249 1,258 1,460 (202) 155 1,615Dues & Subscriptions 113 187 (74) 3,072 3,867 (795) 374 4,241Printing/ Copying/ Photo 281 281 153,207 189,289 (36,082) 460 189,749Business Promotion 1,009 447 562 8,357 10,146 (1,789) 3,785 13,931Equipment Repairs and Maintenance 3,098 3,946 (848) 32,324 38,494 (6,170) 12,163 50,657Equipment Rental 300 376 (76) 4,074 4,299 (225) 1,610 5,909Postage & Freight 3,860 2,758 1,102 19,541 24,387 (4,846) 7,954 32,341Fulfillment 25,012 27,902 (2,890) 125,577 137,309 (11,732) 78,664 215,973Promotional Items 252 252 1,457 1,408 49 425 1,833Taxes and Licenses 168 168 168Telephone 2,835 2,384 451 20,557 21,456 (899) 7,152 28,608Temp. Labor 6,768 6,768Training 249 249 1,160 2,049 (889) 2,049Travel 3,152 1,452 1,700 22,367 23,798 (1,431) 7,029 30,827Uniforms 4,664 4,664 17,028 25,428 (8,400) 25,428Utilities 5,870 6,710 (840) 57,820 73,920 (16,100) 21,392 95,312

Total Visitor Services Expense 247,042 240,113 6,929 2,228,325 2,304,381 (76,056) 809,347 3,113,728

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Industry Relations ExpensesSalaries & Benefits 43,653 49,943 (6,290) 434,905 449,487 (14,582) 169,394 618,881Fees & Services 4,536 36 4,500 4,847 10,424 (5,577) 7,058 17,482Office & Computer Supplies 379 300 79 7,217 5,699 1,518 1,100 6,799Decorations 59 275 (216) 275 550Dues & Subscriptions 15 15 3,993 4,804 (812) 420 5,224Printing/ Copying/ Photo 185 225 (40) 1,980 14,705 (12,725) 1,335 16,040Business Promotion 983 1,450 (467) 5,429 19,450 (14,021) 8,550 28,000Equipment Rental 50 (50) 117 950 (833) 850 1,800Postage & Freight 127 475 (348) 3,906 7,045 (3,139) 2,655 9,700Promotional Items 1,919 4,415 (2,496) 65 4,480Registration Fees/Booth Rental 2,270 1,585 685 1,495 3,080Telephone 1,550 815 735 11,876 8,735 3,141 2,595 11,330Training 2,250 4,500 (2,250) 1,000 5,500Travel 7,062 3,750 3,312 44,269 63,591 (19,322) 25,205 88,796Media 22,000 21,000 1,000 86,000 89,000 (3,000) 46,000 135,000

Total Industry Relations Expense 80,489 78,044 2,445 611,034 684,665 (73,631) 267,997 952,662

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NEED NEW CHART!!!!!!!!!!!!

*Please note: this count represents a parent/child hierarchy


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KF to insert new chart

Florida Concierge/Reservation Service


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Florida Concierge/Reservation Service

The Florida Concierge/Reservation service is a customer service programdesigned to assist visitors with Florida travel reservations. This service isprovided by Welcome Center employees free of charge to our visitors. Our staffprovides visitors with reservations for hotels, state parks, campgrounds andattractions during their Florida vacation. VISIT FLORIDA tracks the number ofroom nights, the number of visitors, the origin of the traveler, their destination andthe total amount of the reservation.

January-March ReservationsRoomNights Total Cost

I-95 866 $63,051I-75 451 $36,295I-10 363 $25,570U.S. 231 155 $16,911Grand Total 1835 $141,827

January-March 2012 Welcome Center Reservations


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219

139

295

49

147

99

24 240

50

100

150

200

250

300

350

NW NC NE CW C CE SW SE

Reservation RegionsRepresenting 996 Reservations

NW

NC

NE

CW

C

CE

SW

SE

219

139 295

49

147

99

2424


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FY 2010 2011 BudgetFY 2011-2012 FY 2011 2012

Brochure Rack SpaceProgram

Total Revenue YTD $305,554.77

$302,781.00 $303,396.21

Transparency LeaseSpace Program

Total Revenue YTD $48,016.44

$48,024.00 $42,638.45

Brochure & TransparencySubtotal

$353,571.21

$350,805.00 $346,034.66

Miscellaneous Revenue(Kids Corner/FIN/Own aWelcome Center ro rams)

$4,500.00

$10,500.00 $10,000.00

.

d l $

$361 305 00 $

Visitor ServicesPromotional Programs Activity Report

MONTHLY WELCOME CENTER VISITOR COMPARISONY-T-D

TOTALSDECAUG SEP OCT NOVJUN JULMARJAN FEB APR MAY


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I-10 Welcome Center2011 21,142 23,329 30,099 32,371 106,9412012 28,017 36,021 49,965 40,756 154,759

Difference 6,875 12,692 19,866 8,385 47,818% Change 32.5% 54.4% 66.0% 25.9% 44.7%

U.S. 231 Welcome Center2011 11,450 12,134 16,170 19,520 59,2742012 11,301 12,534 20,831 17,724 62,390

Difference -149 400 4,661 -1,796 3,116% Change -1.3% 3.3% 28.8% -9.2% 5.3%

I-75 Welcome Center2011 59,394 60,731 79,596 56,954 256,6752012 61,421 65,134 87,506 47,775 261,836

Difference 2,027 4,403 7,910 -9,179 5,161% Change 3.4% 7.3% 9.9% -16.1% 2.0%

I-95 Welcome Center2011 67,219 72,991 71,265 62,367 273,8422012 72,882 73,812 76,452 59,943 283,089

Difference 5,663 821 5,187 -2,424 9,247% Change 8.4% 1.1% 7.3% -3.9% 3.4%

CAPITOL Welcome Center2011 3,299 5,111 8,248 6,819 23,4772012 5,091 6,249 5,143 4,725 21,208

Difference 1,792 1,138 -3,105 -2,094 -2,269% Change 54.3% 22.3% -37.6% -30.7% -9.7%

TOTAL for All HIGHWAY Welcome Centers2011 159,205 169,185 197,130 171,212 696,7322012 173,621 187,501 234,754 166,198 762,074

Difference 14,416 18,316 37,624 -5,014 65,342% Change 9.1% 10.8% 19.1% -2.9% 9.4%

TOTAL for ALL Welcome Centers2011 162,504 174,296 205,378 178,031 720,2092012 178,712 193,750 239,897 170,923 783,282

Difference 16,208 19,454 34,519 -7,108 63,073

% Change 10.0% 11.2% 16.8% -4.0% 8.8%Prepared by Research Department, VISIT FLORIDA Updated 5/11/2012

W l C M hl T ffi C i 2012/2011


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0

50,000

100,000

150,000

200,000

250,000

300,000

N u m b e r o f V i s i t o r s

Welcome Center Monthly Traffic Comparison 2012/2011

Five Official Florida Welcome Centers

2011

2012

Down 4.0% for April;

Up 8.8% for YTD 2012 .


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CHRN Image Development Grants 2012/2013

Applicant Name of Project Amount Awarded


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Southwest Florida Museum of History "America's Darling" 5,000Friends of A1A Scenic & Historic Coast Biking Along the Byway 5,000Original Florida Tourism Task Force Video Image Library Project 5,000VisitGainesville Video Inventory for web, TV Network/Social Media 5,000Wakulla County TDC Image Library Update & Enhancement Project 5,000Franklin County TDC Historic Landmark Image Development 5,000Florida's Swannee River Valley MG Image Development 5,000Venice Area Chamber of Commerce Venice: Snapshot in Time 3,000Martin County CVB Image /Video Project 5,000Total Applications: 9Total Grants Awarded: 9

CHRN Marketing Grants 2012/2013



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Forgotten Coast Cultural Coalition America's Great Paint out, Plein Air Invitational 5,000Wakulla County TDC Wakulla Paddling Trail Media FAM Tours 5,000The Original Florida Tourism Task Force Festivals and Events Website Enhancement Project 5,000City of Apalachicola Historic Apalachicola Waterfront Signage Project 5,000Apalachicola Bay C of C Big Bend Scenic Byway Website Social Media Enhancement $5,000Florida's Suwannee River Valley Marketing Group Suwannee River Valley Tricounty brochure 5,000Friends of A1A Scenic & Historic Coastal Byway A1A Scenic & Historic Coastal Byway Art of A1A 5,000Tallahassee Museum Market Days 2012 5,000Historic Key West 500 Years of Paradise 5,000Jefferson County TDC Visitor Kiosk 1,000Gadsden Arts, Inc. Gadsden County Mural Project 5,000The Florida Trail Association Florida Crane & Nature Festival 5,000Museum of Discovery & Science Everglades Forever Celebration 5,000Pensacola Lighthouse Association Pensacola Lighthouse Marketing Plan 5,000City of Newberry Newberry Tourism Smart Phone App 5,000Daytona Beach Area CVB Arts, Culture & Heritage Tourism TV Campaign 2,950

Santa Rosa TDC Trails Map Brochure 4,000City of Titusville Project Gateway Experience Nature 5,000Hernando County Tourism Bureau Pasco Hernando Boating & Fishing Map 2,500Total applications: 21Total grants awarded: 19

Minority Convention Grant Applications 2012/2013

Applicant Project Amt. Req'd Total Awarded


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The Association to Preserve the Eatonville Community, Inc. Their Eyes Were Watching God Conference 33,053 $10,000Greater Ft. Lauderdale CVB Strategic Plan for Attraction of Organizations of Color 25,000 9,000Key West Africana Festival, Inc. Destination Retreat and Festival 40,000 8,000Tampa Bay and Company Minority Meeting Planners FAM Trip 20,000 7,000Visit Jacksonville Online Heritage Tour and Digital Application $20,000 6,000Total Applications: 8 Total Awarded $40,000Total grants awarded: 5


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CHRN Tourism Education Grants 2012/2013



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Friends of A1A WAVE Hospitality Program WAVE Hospitality Program 2,000Pure Water Wilderness Economic Education through Tourism Summit 2,000Flagler College, Inc 2013 Flagler College Community Lecture Series 2,000Wakulla County TDC Outreach Program 2,000Clearwater Marine Aquarium Eco Bird Tours 2,000Florida's Suwannee River MG Customer Service is Everyone's Job 2,000Palm Beach County CVB A Rich Cultural Heritage 2,000Santa Rosa TDC Home School Education Curriculum 2,000Pensacola Lighthouse Association Interpretive Panels 2,000Total applications: 9Total grants awarded: 9

Documents

VISIT FLORIDA Board of Directors Meeting Agenda Materials - May 24, 2012