Item 05 by wuyunyi

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									Agenda Item #: VC-1280423831244-A                                                           Page 1 of 2


August 19, 2010                                AGENDA ITEM                                 50  metI
[ ] Ordinance          [ ] Resolution      [ ] Budget Resolution             [ X ] Other
Department: Financial and Administrative Services - File Number: VC-1280423831244-A
CFO
Division: Management and Budget
Subject: Mini budget workshop: FY 2010-11 advertising authority budgets.
Account Number(s): N/A
Total Item Budget: N/A
Staff Contact(s): Charlene Weaver, Deputy County Manager Phone: 386-943-7054
ext. 7054
Summary/Highlights:
Mini budget workshop presentation including FY 2010-11 budget submissions from the
West Volusia Advertising Authority, Southeast Volusia Advertising Authority and Halifax
Advertising Authority.
Recommended Motion:
Council direction.




   Charlene Weaver, CPA, CFO                                                     Marcy Zimmerman
      Director Financial and
                                        OMB                     Legal
                                                                               County Manager's Office
  Administrative Services - CFO




         Phyllis Schwarz
     Proxy for Tammy Bong
    Director Management and
   BudgetNo Signature Present                                                  Approved Agenda Item
                                                                                       For:
                                    Approved as to          Approved as to       August 19, 2010
                                  Budget Requirements      Form and Legality
 Council Action:                           Modification:

 []   Approved as Recommended
 []   Approved With Modifications
 []   Disapproved
 []   Continued Date:




                                                                                                    05-1
http://enn.co.volusia.fl.us/electronicagen/agendaitemprint2.asp                              8/11/2010
  Agenda Item #: VC-1280423831244-A                                 Page 2 of 2




05-2
  http://enn.co.volusia.fl.us/electronicagen/agendaitemprint2.asp    8/11/2010
2010-2011 FY Budget Overview
2010 2011




 West Volusia Tourism Advertising Authority
                                              05-3
                           Board of Directors




 Sharon Hughes                 David Bridgeman                        O Connor
                                                              William O’Connor
     Chair                       Vice Chair                      Treasurer
 Hampton Inn, DeBary         Pinnacle Bank, Orange City      Stetson University, DeLand



                       West Volusia Tourism Advertising Authority
05-4
     Board of Directors
Deborah Bailey                            Cindy Sullivan
Best Western, Deltona                   Mobile Notary, Enterprise




         gg
Dena Scroggins                                 Vacant
Holiday Inn Express, O.C.




 West Volusia Tourism Advertising Authority
                                                             05-5
                   2009 2010
                   2009-2010 FY Overview
       •                 p g
         New Brand Campaign
       • Redesigned Visitor’s Guide
       • New Website
       • Online Niche Market Tour
         O li Ni h M k t T
         Packages for Golf & Fishing
       • High Tech Promotional
         Campaign
       • Website Welcome Video
       • Designation as Official Delta
         Vacation Destination


                    West Volusia Tourism Advertising Authority
05-6
               2009 2010
               2009-2010 FY Overview
•   Hotel Guest Survey
•   Monthly E-Newsletter
•   Increased Social Media Fans
    & Followers
•   Partnered with Volusia County
    Economic Development Dept,
    Daytona Beach CVB, New
       y                 ,
    Smyrna Beach Visitor’s
    Bureau and the Ocean
    Center to represent the County
    at a NY Trade Show




                 West Volusia Tourism Advertising Authority
                                                              05-7
                        2009 2010
                        2009-2010 FY Overview
    Discover       Volusia
   “Discover West Volusia”
    Familiarization Tours
   Partnered with Mainstreet DeLand – First
   Retirement Community Activity Directors FAM

  “I had a wonderful time and
  plan on bringing a group to
  your area this fall.” Ann T
  “We were treated like
                     DeLand!
  Queens – love you DeLand!”
  Kathy Z
  “It was very informative and
  fun, fun, fun.” Barb F



                          West Volusia Tourism Advertising Authority
05-8
            2009 2010
            2009-2010 FY Overview
  Discover       Volusia”
 “Discover West Volusia
  Familiarization Tours

Don Poor,
Ocean Center
and Janet
Kersey, Daytona
Beach CVB




              West Volusia Tourism Advertising Authority
                                                           05-9
                     2009 2010
                     2009-2010 FY Overview
                 g
    Seasonal & Regional
       Special Events
    Discount Lodging Promotions
     Fall,
   • Fall winter and spring
     promotions featuring seasonal
     resources and events
            p               y
   • BOGO promotion - “Buy one, ,
     get one”
   • Regional special events
        –   BikeWeek
        –   Coke Zero 400 Races
        –   Biketoberfest
        –   Daytona 500 Races



                       West Volusia Tourism Advertising Authority
05-10
           2010 2011
           2010-2011 FY Objectives

Goal: Advance the Greater West Volusia County region and
  brand to promote the ECHO resources of Volusia County
  while building community pride, creating opportunities for
  employment,
  employment enhancing quality of life and stimulating
  economic revitalization with clear emphasis on building
  tourism and increasing overnight stays.


  Consumer Advertising                  Familiarization Tours

  Tour & Travel Packages               Marketing Partnerships

             Internet Marketing & Public Relations



             West Volusia Tourism Advertising Authority
                                                                05-11
                  Consumer Advertising
        • Even with a $100,000 reduction in budget
          from the 2008/2009 FY, the WVTAA still
          increased its advertising budget in 2009/2010
          by nearly $32,800.
        • Despite the fact that the WVTAA’s 2010/2011
             p
          FY budget has decreased $15,000 from last
          year’s, we have increased our Consumer
          Advertising Budget by $35,629!



                  West Volusia Tourism Advertising Authority
05-12
  Consumer Advertising

Print Advertising
Co-op advertising with VISIT
FLORIDA and Southeast Tourism
Society in major publications.




   West Volusia Tourism Advertising Authority
                                                05-13
                        Consumer Advertising
                            Canadian Advertising
        VISIT FLORIDA reports that the top
        international market remains
        Canada at 2.6 million visitors annually.
                        world s
        • Canada has world’s healthiest
        banking system

        Canadian Boomers
        • 57% of Canadian Boomers expect
        an inheritance – largest inter-generational
        transfer of wealth
        • Have the highest propensity to travel
        out of country



                         West Volusia Tourism Advertising Authority
05-14
                 Consumer Advertising
                  g
Website Advertising
•   Google AdWords
•   Includes websites for the 4
    large regional events
•   Digital editions of publications
    on our advertising schedule
Billboard
•   I-4 location in the DeLand
    area
•   Promote region and area
    accommodators to capture
    visitors who might otherwise
    choose to stay in Orlando


                  West Volusia Tourism Advertising Authority
                                                               05-15
               Consumer Advertising

        Daytona Beach Region Designation as an Official Delta
                   Air Lines Vacation Destination
        Co-op marketing and advertising campaigns with Daytona
         Beach CVB, New Smyrna Beach Visitors Bureau and the
                 Daytona Beach International Airport.




                West Volusia Tourism Advertising Authority
05-16
                    Consumer Advertising
Delta/MLT Vacations Marketing Campaign


•   Web Promotion                           •   Consumer E-Mail
                            885,000
Consumer web site receives 885 000 visits   Sent to 1 million Delta SkyMiles members
   per month. Travel agent web site
                                            •   Direct Mail
   receives 200,000 visits per month.
                                            Sent to 50,000 SkyMiles members
•   Travel Agent E-Mail
                                            •   Magazine Advertising
Sent to over 20,680 travel agent database
                                            1 page ad in Delta Sky Magazine that has
•   Search Engine Bidding                       5.4 million readers per month
Key words on Google and Yahoo
                                            •                 y
                                                MLT University Tradeshow
•   E-Marketing Solutions                       Booth Travel agent show
Sent to 95,000 travel agents




                     West Volusia Tourism Advertising Authority
                                                                                       05-17
                  Tour & Travel Packages
        •   Delta/MLT Vacation Packages
        •   Recreation
        •   Special E
            S            t
                 i l Events
        •   Niche Markets




                   West Volusia Tourism Advertising Authority
05-18
Familiarization Tours
• Activity
  Directors
  Di t
for in-state retirement
communities
• Golf Travel
Writers
  Fishing T
• Fi hi Travell
Writers




West Volusia Tourism Advertising Authority
                                             05-19
                     Marketing Partnerships
        Work with the Daytona Beach CVB,
          New Smyrna Beach Visitors
          Bureau, Volusia County Tourism
          Consortium, MainStreet DeLand
          Association, Ocean Center and
          Daytona Beach International
          Airport to enhance the image of
          Volusia County as a major tourism
          destination.

        -   Florida Huddle
        -   Sporting Events
        -   Advertising
        -   Special Events Promotions
        -   Familiarization Tours



                       West Volusia Tourism Advertising Authority
05-20
                         Internet Marketing
                           Public R l i
                         & P bli Relations
Social Media




Ongoing, interactive
marketing p ese ce for
  a et g presence o
events, lodging
promotions and
regional resources


                  West Volusia Tourism Advertising Authority
                                                               05-21
                         Internet Marketing
                           Public R l i
                         & P bli Relations
               Monthly        Feat res
               Monthl Website Features
                                           Highlighting:
        E-newsletter
                                              Regional events
        Video
                                              Special promotions
        Podcasts
                                              Attractions and resources
                                              Accommodators

                 The Manatee Messenger




                   West Volusia Tourism Advertising Authority
05-22
                  Internet Marketing
                  & Public Relations
Website Features
•   Welcome Video                   •   Customized Itineraries
•   Where to Stay                   •   Photo Library
•   Things to See & Do              •   Site Search
•   Calendar of Events              •   Current Weather
•   Area Information
•   Media Room
•   Social Media Resources



              West Volusia Tourism Advertising Authority
                                                                 05-23
              Internet Marketing
                Public R l i
              & P bli Relations




        West Volusia Tourism Advertising Authority
05-24
      Internet Marketing
        Public R l i
      & P bli Relations




West Volusia Tourism Advertising Authority
                                             05-25
                                  Visitor Centers
        DeLand location is open 7 days a week. DeBary Hall is open 6 days a
                                                           week.
          week with access to visitor information 7 days a week

        Information offered includes:
           Places to Stay
           Major Attractions
           Parks & Preserves
           Museums & Historical Sites
           Shopping & Dining
           Special Events
           Area Info & Maps
           West Volusia Communities

        The DeLand Visitor Center opened in February 2009 and
        the Debary Hall satellite location opened in April 2010.




                          West Volusia Tourism Advertising Authority
05-26
                               Visitor Centers
                                                       WVTAA Visitor Centers
      Top 10 areas
                                                          DeLand Location      DeBary Hall
47% Florida
                                                          2009      2010          2010
 6% Canada
                                           January                     372
 5% Europe
                                           February     179            435
 4% New York
                                           March        342            386
 3% Illinois
                                           April        272            284            122
 3% Michigan
                                           May          198            210            130
 3% Pennsylvania
                                           June         176            168            156
 2% No Carolina
                                           July         217            221            170
 2% Ohio
                                           August       175
 1% Massachusetts
                                           September    132
24% Other
                                           October      167
                                           November     196
Source: Daily visitor logs                 December     226




                       West Volusia Tourism Advertising Authority
                                                                                             05-27
                            Measuring Results
        Advertising
                  g                             Public Relations
        • Publication leads, emails,            •   Value of printed features
          telephone calls                       Lodging Information
        • Publication specific website
                       p                        •   Gues su ey
                                                    Guest survey with
          landing pages                             geographic data, reason for
                                                    visiting, activities/attractions
        Website                                     visited.
                  sessions,
        • Visitor sessions link
          activity, top referring sites,
          email contacts
        Visitor Center
        • Visitor traffic, telephone
          referrals


                        West Volusia Tourism Advertising Authority
05-28
                           Fulfillment
 The higher number of inquiries directly relates to the
 increase of our advertising budget. The publications
    chosen, as well as our social media efforts, were
  successful in attracting more interest in our region.
           f l i tt ti           i t    ti            i
• 2008/2009 FY               • 2009/2010 FY
  ,      q
12,320 inquiries fulfilled     ,      q
                             29,650 inquiries fulfilled


141% increase over last year!



             West Volusia Tourism Advertising Authority
                                                          05-29
                            Budget Breakdown
                                                              3-Year Revenue Projection
                                                                 2008-09 Actual Revenue
                                                                           $352,467
                                                                 2009-10 Current Estimate
              FY 2010-2011 Budget Breakdown by
              Percentage Based on Total Budget                             $312,558
                          $
                          $372,354                             2010-11 Revenue Requested
                                        53.4% Fulfillment                  $320,000
              8%   6%
                                        32.7% Personal
                                                                2010-2011 Expenses b P
                                                             FY 2010 2011 E                 t
                                                                                   by Percentage
                                 53%     8.0% Operations
        33%
                                                            53.4% Fulfillment            $198,805
                                         5.9% Contingency
                                                            32.7% Personal               $121,741

                                                             8 0% O    ti
                                                             8.0% Operations              $29,808
                                                                                          $29 808

                                                             5.9% Contingency             $22,000

                                                            Total Budget                 $372,354




                         West Volusia Tourism Advertising Authority
05-30
We appreciate the opportunity to
         p ese t our
         present ou
FY 2010-2011 Budget Overview




West Volusia Tourism Advertising Authority
                                             05-31
           Southeast Volusia
           So theast Vol sia
                  g         y
        Advertising Authority

                County Council Presentation
                          August 19, 2010




05-32
2010/11 Budget




                 05-33
        Highlights

        TOTAL BUDGET
        $1,499,080
        $1 499 080

        Advertising & Marketing
        budget represents over
        half the total budget
         a        o a budg




05-34
                                      REVENUE
                                      PROJECTION
 Total Revenues          $1,499,080
                                      2010/11
                                      Revenue Requested
                                      $1,164,080
 Advertising/Marketing   $801,341
                         $801 341
                                      Estimated Carry Over
                                      $335,000

                                      TOTAL REVENUE
 Fulfillment             $114,011     $1,499,080



 Administration          $333,728


 Reserves                $250,000



2010/11
Budget Breakdown

                                                             05-35
                             SVAA BOARD

                             Rick Sterba
                             Chairman

                             Doug Hodson
                             Vice-Chairman

                             Nicole Carni
                             Secretary/Treasurer



                             Kathy Standing
                             James Frost
                             Susan McLain
                             Kelley DeSoto




        Board of Directors


05-36
                                           Deborah Boyd
                                          Executive Director




     Debbie Ledbetter                                                                  Christopher
                                  Kathy Burrows         Sherry Williams
                                                                                           Bell
                                                                                            e
      Marketing Director          Assistant Director      Graphic Designer
                                                                                       Public Relations


                     Sherry
                                       Lucy Hill         Nick Perry           Mary Zafuto
                   Hendershot
                                    Administrative     Administrative        Administrative
                 Administrative
                                      Assistant          Assistant             Assistant
                   Assistant




Organization Chart


                                                                                                          05-37
                                FULL TIME
                                Started: 2001

                                •   Media Buyer
                                •   Accounts Payable
                                •   Accounts Receivable
                                •   Payroll
                                •   Monthly Call Report
                                •   Prepare Board Books
                                •   Maintain Postage,
                                    Brochures and Office
                                    Supplies
                                •   Consumer & Media
                                    Travel Shows
                                •   Notary/Wedding
                                    Officiate




        Kathleen Wood-Burrows
        Assistant Director



05-38
                     PART TIME
                     Started: 2001

                     •   Assist in Developing
                         Marketing Campaigns
                     •   Web Maintenance
                     •   Photographer
                     •   Maintain Monthly
                         Reports and Databases
                     •   Board Meeting Minutes
                     •   Event Coordination
                     •   Publication Leads
                     •   Video Production
                         Management and
                         Editing




Debbie Ledbetter
        g
Marketing Director



                                                 05-39
                           PART TIME
                           Started: 2005

                           •   Prepare All Creative
                               Print Advertising
                           •   E-Newsletter Creation
                               and Distribution
                           •   Develop Flyers, Post
                               Cards, Brochures, Book
                               Marks
                           •   Video Editing
                           •   Maintain online media
                               presence




        Sherry Williams
           p        g
        Graphic Designer



05-40
                   PART TIME
                   Started: 2009

                   •   Assist in Developing
                       Marketing Campaigns
                   •   Public Relations
                   •   Media Relations
                   •   Develop newsletter
                   •   Visitors Center Liaison




Christopher Bell
Public Relations


                                                 05-41
                                   PART TIME
                                   Started: 2002

                                   • Volunteer Coordinator
                                   • Volunteer Updates
                                   • Inquiry Report Input
                                   and
                                     Distribution
                                   • Answer E-mail Requests




        Lucy Hill
        Administrative Assistant



05-42
                           PART TIME
                           Started: 2009

                           •   Website Maintenance
                           •   Inquiry Report Input
                           •   Maintain Calendar of
                               Events
                           •   Answer E-mail Requests
                           •   Database Entry




Sherry Hendershot
Administrative Assistant



                                                        05-43
                                   PART TIME -Weekend
                                   Started: 2009

                                   •   Inquiry Report Input
                                   •   Maintain Calendar of
                                       Events
                                   •           E mail
                                       Answer E-mail Requests
                                   •   Database Entry




        Mary Zafuto
        Administrative Assistant



05-44
                           PART TIME -Weekend
                           Started: 2008

                           Developing an online
                           social media presence
                           by:
                               ◦ Blogging
                               • Facebook
                               • Photo Sharing




Nick Perry
Administrative Assistant



                                                   05-45
                                     9 YEAR VOLUNTEER

                                     “I have seen the
                                     Visitors Center grow
                                     into a vibrant part of
                                     the community. ‘This
                                     is the best Visitors
                                     i th b t Vi it
                                     Center’ is a frequent
                                     quote we hear from
                                     out of towners and
                                     many decide to stay
                                        a y d d o s ay
                                     in the area.”

                                     Valerie Sawicke




        Visitor’s Center Volunteer


05-46
             25 VOLUNTEERS

             •   Answer Phone Calls
             •   Gather and Fulfill
                 Inquiry Requests
             •   Welcome, Assist and Log
                 Walk in Visitors
             •   Help Arrange for
                 Accommodations
             •   Gather Data via Phone
                 Calls
             •   Prepare mailings
             •   Local event staffing
                 L    l    t t ffi




Volunteers


                                       05-47
        Visitors Center




05-48
                                                                                      WALK-IN VISITORS

                  Walk-in Visitors                                                    The Visitors Center
                                                                                      helped 16,325 walk-
2,500
                                                                                      in visitors in 2009!




                                  2,35
                                  2,34
                                    2,2
                                    2,2



                                    2,2
                                     55
                                     46
                                      267
                                      266



                                      262
2,000




                                        2,098
                                                                               2008
                          1,968
                                                                               2009




                                              1,714
                      1,680

1,500




                                               1,641
                              1,587




                                                  1,528
                                                                               2010



                                                      8




                                                      1,304
                                                        1,218
                                                        1,187
1,000




                                                         1,146
                                                           1,065
        1,063




                                                           1,045
                                                            1,033
         1,029




                                                            1,007




                                                                    1,006
         1,002
          979
          973


          955
           907




                                                                      907
            873
             819




                                                                            726
 500




                                                                             646
   0
        Oct Nov Dec      Jan          Feb Mar April May June July Aug Sept




Our Visitors


                                                                                                             05-49
                                GUEST’S COMMENTS

                                “Awesome place!”

                                “Wonderful friendly
                                people here to help.
                                Such enthusiasm!”

                                “Second Visit to the
                                Center, excellent advice
                                & information”

                                            p
                                “A must stop for a new
                                visitor to NSB”

                                “There is no place in
                                the world like NSB”

                                 We      NSB.
                                “We love NSB Thanks
                                for the wonderful info &
                                making us welcome!”




        What our Visitors Say


05-50
            STATEWIDE and
            VOLUSIA COUNTY
            INFORMATION

            A sample of some of
            the Florida State and
            V l i C
            Volusia Countyt
            information available
            in our Visitors Center




Brochures


                                     05-51
                         POSTCARDS

                         Designed to showcase
                         the best of New
                         Smyrna Beach
                         12 to choose from!

                         Two postcards mailed
                         for our visitors at no
                         charge




        FREE Postcards


05-52
                 GOODIES

                 Souvenirs given to
                 families who stop by
                 the Visitors Center

                 Di t ib t d at
                 Distributed t
                 consumer shows

                 Goodie bag stuffers




FREE Souvenirs


                                        05-53
                         BOOKMARKS

                         Designed to showcase
                         the best of New
                         Smyrna Beach
                         4 to choose from!




        FREE Bookmarks


05-54
             24-HOUR Wi Fi

             Use of conference
             room during business
             hours

             Dedicated     t
             D di t d computer
             for guest use

             Complementary
             p      g of gu s s
             printing o guests
             boarding passes




FREE Wi Fi


                                    05-55
                            FREE WEDDING
                            OFFICIATES

                            “We are so happy to
                            be in New Smyrna
                            Beach. We can’t
                            thank th Vi it
                            th k the Visitors
                            Center enough for
                            performing our
                            wedding ceremony.”

                            Mark & Teresa Haag
                            Plain City, Ohio




        FREE Wedding
        & Notary Services

05-56
                  REUNION MARKET

                  Provide services to
                  assist with reunions
                  such as:
                  • Secure lodging
                  • Provide area information
                  • FREE welcome bags
                  • Take group photo to be
                  given to each member




Family Reunions


                                           05-57
                          REUNION MARKET

                          Repeat visits are
                          made as individuals!

                          “On behalf of the entire
                          Moore Family – Thank
                          you so very much for
                          the souvenir bags! The
                          photos were great! Your
                          kindness and gifts added
                          a warm touch to our
                          family reunion 2010.”

                                --Sheila Branson




        Family Reunions


05-58
                  REUNION MARKET

                  THIS REUNION …
                  184 people and
                  counting!

                  Four generations th t
                  F           ti    that
                  come every 5 years!
                  A family tradition!




Family Reunions


                                           05-59
                                                                           A USEFUL SOURCE
                                                                           OF INFORMATION

                                       Website Visitors                    Can be updated from
                                                                           anywhere in the world

                                                                           Landing pages created
         25,000                                                            for campaigns
         20,000                                                            June 2010 had peak
                                                                           visits – 23,622
         15,000


                                                                           Oct 08 – Sept 09:
                                                                           163,758 Visitors
         10,000
         10 000



          5,000
                                                                           Top 5 States visiting:
             0                                                                •   Florida
                  October   December    February   April   June   August
                                                                              •   New York
                                                                              •   Georgia
                                                                                  G       i
                                                                              •   Ohio
                                                                              •   Illinois




        Website


05-60
          IMPRESSIONS
          of New Smyrna Beach

          Booklet sold at
          Visitors Center - $5

          Features ‘painted’
          images around the
          area

          Cotton bond
          removable pages for
          framing




Booklet


                                 05-61
                  IMPRESSIONS of New
                  Smyrna Beach

                  SAMPLE PHOTOS

                  Framed canvas and
                    i t     il bl for
                  prints available f
                  purchase at the
                  Visitors Center




        Booklet


05-62
          IMPRESSIONS of New
          Smyrna Beach

          GALLERY OPENING

          Galleria di Vetro
          hosted       ll
          h t d a gallery
          opening to bring
          awareness to the
          community




Booklet


                               05-63
                  IMPRESSIONS of New
                  Smyrna Beach

                  AWARD WINNING!

                  2010 Gold Addy
                  A   d
                  Award WINNER!




        Booklet


05-64
New Visitors Guide
            Coming Soon!




                           05-65
                                     NEW Visitors Guide

          Go from this …. TO THIS!   Putting together a
                                     new Visitors Guide
                                     with New High
                                     Dynamic Range
                                             h t
                                     (HDR) photographyh




        Visitor Guide


05-66
                 NEW Visitors Guide

                 Accommodator and
                 Business ads to be
                 sold to offset the cost




                 Photo by: Debbie Ledbetter




Visitors Guide


                                              05-67
                          Seminole Rest
                          Oak Hill




                          Photo by: Debbie Ledbetter




        HDR Photography


05-68
                  New Smyrna Beach
                  City Marina




                  Photo by: Debbie Ledbetter




HDR Photography


                                               05-69
                          Old Fort Park
                          New Smyrna Beach




                          Photo by: Debbie Ledbetter




        HDR Photography


05-70
                  Canal Street
                  New Smyrna Beach




                  Photo by: Deborah Boyd




HDR Photography


                                           05-71
                          Canal Street

                          Little Drug
                          New Smyrna Beach




                          Photo by: Deborah Boyd




        HDR Photography


05-72
                  Canal Street

                  East Coast Cruisers
                  New Smyrna Beach




                  Photo by: Deborah Boyd




HDR Photography


                                           05-73
                          Canal Street
                          New Smyrna Beach




                          Photo by: Deborah Boyd




        HDR Photography


05-74
                  Flagler Avenue
                  New Smyrna Beach




                  Photo by: Sherry Williams




HDR Photography


                                              05-75
                          Flagler Avenue

                          Galleria di Vetro
                          New Smyrna Beach




                          Photo by: Sherry Williams




        HDR Photography


05-76
                  Flagler Avenue

                  Inlet Charley’s
                  New Smyrna Beach




                  Photo by: Sherry Williams




HDR Photography


                                              05-77
                          Sugar Mill Ruins
                          New Smyrna Beach




                          Photo by: Sherry Williams




        HDR Photography


05-78
Chamber of Commerce
             Funding and Support
           Satellite Visitor Centers




                                       05-79
                            CHAMBER OF
                            COMMERCE

                            Increased working
                            relationship with our
                            Chambers

                            Satellite Visitors
                            Center




        Southeast Volusia


05-80
                    CHAMBER OF
                    COMMERCE

                    Opening Edgewater
                    Branch of Southeast
                    Volusia

                    Includes a Satellite
                    Visitors Center




Southeast Volusia


                                           05-81
                      PORT ORANGE/
                      SOUTH DAYTONA
                      CHAMBER OF
                      COMMERCE

                      Another Satellite
                      Vi it    Center
                      Visitors C t
                      location




        Port Orange


05-82
                       CHAMBER OF
                       COMMERCE

                       Working together to
                       promote Economic
                       Development in
                       S th     tV l i
                       Southeast Volusia




Economic Development


                                             05-83
        Advertising Initiatives




05-84
                                  ADVERTISING
                                  Line Item: 4800
Total Revenues         $456,130
                                  Fulfilling our Mission
                                  Statement:

                                  “The S th      tV l i
                                  “Th Southeast Volusia
                                  Advertising Authority will
                                  advertise and promote
2010/11 Board          $451,500   Southeast Volusia County
Approved Advertising              to tourists and the travel
                                  industry worldwide as a
                                  premier vacation
                                  experience”




Advertising


                                                               05-85
                       COMMERCIAL

                       Sydney commercials
                       will run through the
                       end of this year

                       Commercials posted
                       C        i l    t d
                       on our website as well
                       as accommodator’s
                       websites and YouTube

                       New Commercials to
                       be developed for
                       2010/11




        Bright House


05-86
                   NEWSPAPER PRINT
                   ADVERTISING

                   Full color, year round

                   Monthly Calendar of
                   E   t    d Coop Ad
                   Events and C    Ads




Orlando Sentinel


                                            05-87
                             CLASSIFIED ADS /
                             VACATION RENTALS

                             30 million free
                             newspapers in the
                             Continental US

                             10 million free and
                             paid Canadian
                             newspapers

                             Increased traffic to
                             our website and
                             phone calls




        Free Newspaper Ads


05-88
                  AD CAMPAIGN

                  Local temperature
                  under the Getaway
                  Forecast during
                  January, February and
                  March in:
                     •   Albany
                     •   Syracuse
                     •   New York City

                  Runs 19 hours per day
                  two times each hour

                  Expanded to
                     •   Indianapolis
                     •   Cleveland
                     •   Cincinnati
                     •   Toledo
                     •   Philadelphia
                     •   Pittsburgh




Weather Channel


                                          05-89
                   AD CAMPAIGN
                   (2 Sample Pages)

                   Full color, four page
                   Newspaper Insert to
                   33,000 households

                   Coop Advertising

                   Special Landing page
                   with contest
                         o   s




        Villages


05-90
                          VISIT FLORIDA
                          VACATION GUIDE

                          “See New Smyrna
                          Beach like the locals
                          do!”

                          500,000 Distribution

                          Coop advertising
                          helps d ay our costs
                             ps defray ou os s




Visit Florida Vacation Guide


                                                  05-91
                               UNDISCOVERED
                               FLORIDA

                               50,000 Distribution

                               BONUS - Full page ad
                               i th N ti     l
                               in the National
                               Geographic Traveler




        Undiscovered Florida


05-92
                  CBS RADIO

                  Sunny 105.9 Ad
                  Campaigns

                  Targeted Online Radio
                  C      i
                  Campaign –
                  Nationwide Audience




Radio Campaigns


                                          05-93
                              NEW ADVERTISING
                              CAMPAIGN

                              STAY TUNED!!

                              In progress …
                                    i   to   ti
                              promises t entice
                              new visitors to our
                              area.




        Coming Attraction …


05-94
FREE Publicity




                 05-95
                   BOOK

                   THE 100 BEST SMALL
                   ART TOWNS IN
                   AMERICA
                   By John Villani




        The Arts


05-96
                   DISTRIBUTED
                   NATIONWIDE AND
                   CANADA

                   Good public relations
                   introduced Sandy and
                   Stan Posner to New
                   St    P      t N
                   Smyrna Beach. Since
                   that time they have
                   included our area in
                   their guide boo and
                         gu d book a d
                   several monthly
                   newsletters




Drive I-95 Guide


                                           05-97
        Social Media




05-98
           SOCIAL MEDIA

           Making new friends
           everyday on social
           media sites

           Friend  d Fan Page
           F i d and F   P

           Monitor, review and
           respond to New
           S y a      a   b ogs
           Smyrna Beach blogs

           Link on our website




Facebook


                                  05-99
               SOCIAL MEDIA

               Tweeting weekly to
               keep our followers
               informed!

               Li k on our website
               Link          b it




     Twitter


05-100
          SOCIAL MEDIA

          New Smyrna Beach
          YouTube Channel

          Generated over
          7 000 views i th
          7,000 i     in the
          last year!




YouTube


                               05-101
               SOCIAL MEDIA

               2010/11 will have
               increased presence

               Specific video
                       t being
               segments b i
               storyboarded!




     YouTube


05-102
             NEWSLETTER

             Over 9,500 members
             and growing!

             Links back to our
                b it Facebook
             website, F    b k
             and Twitter

             Features local events,
             a a o s, s o y
             attractions, history

             Names added to
             distribution list via:
             •   Website
             •   Visitor Sign in Book
             •   Consumer Shows
             •   Local Events




Newsletter


                                        05-103
                   AMERICA LOVES NEW
                   SMYRNA BEACH

                   Photo blog posted
                   on Flickr.com

                   Individuals from
                   I di id l f
                   23 States have
                   participated ... and
                   counting!

                   News Journal
                   highlighted our
                   campaign




     Project NSB


05-104
              CREATIVE PHOTOS

              “Hang 10”




Project NSB


                                05-105
                   HISTORIC PHOTOS

                   A portrait from Mount
                   Vernon – George
                   Washington’s home!




     Project NSB


05-106
              HEARTWARMING
              PHOTOS

              From far away places
              such as Iraq from a
              home sick soldier




Project NSB


                                 05-107
                   SUPPORTIVE PHOTOS

                   New Smyrna Beach
                   City Commissioners
                   posted on their
                   website




     Project NSB


05-108
Awards




         05-109
              THEY NOTICED!

              2008
              Flagler Award “Henry”
              awarded at the
              Governors Conference
                 Tourism
              on T    i

              2009
              2 Silver and 2 Bronze
              Addy Awards
               ddy     a ds

              2010
              1 Gold and 1 Silver
              Addy Awards




     Awards


05-110
         THEY NOTICED!

         WINNER
         3 years in a row
         2007, 2008, 2009

         Category:
         C t
         BEST BEACH

         Voted on by 52,000
         readers of the
           ad s o
         Orlando Sentinel




Awards


                              05-111
                  Funding
         Bringing Memorable Events to
                   New Smyrna Beach




05-112
                                   EVENT FUNDING

Total Revenues          $150,000   Line Item: 4801

                                   More events, more
                                   heads in beds!



2010/11 Total Funding   $142,000
Requests




Event Funding


                                                       05-113
                     2010/11 EVENTS
                     • Images Art Festival
                     • Community Days
                     • Horsin’ Around
                     • Fishstock
                     • 8 Events on Flagler
                       Gallery G
                     • G ll     Group
                     • Plein Air
                     • Family Days
                     • Kids Days
                     • Jazz Festival
                        a      s a
                     • Sports Expo and
                       Fall Family Fun
                     • Christmas on Canal
                     • Mike Lopez
                       Productions
                     • Balloon Fest
                     • Uncorked




     Event Funding


05-114
Countywide Video
                   Florida s
  Volusia County – Florida’s Best Coast




                                          05-115
                        COUNTYWIDE VIDEO

                        FUN FACTS …

                        51 Volusia locations
                        featured

                        Over 360 locals
                        participated

                        Over 15 hours of raw
                        video captured

                        Endless hours of
                        editing




     Countywide Video


05-116
                   COUNTYWIDE VIDEO

                   To be shown at:

                   • Ocean Center
                   • Daytona Beach
                     International Ai
                     I t    ti           t
                                 l Airport
                   • Websites

                   Accompanying four
                   pa    b o u
                   panel brochure which
                   includes more detail




Countywide Video


                                         05-117
                                                                          POSITIVE COMMENTS
                       E-Mails
         A few notable E Mails Received:
                                                                          Many expressed how
                                                                          happy they were that
         “… Most people have not idea the time and commitment it takes
                                                                          we have such a great
         to create a video of this length. Hats off to you and Debbie!”
         -- Kay Galloway
              y         y                                                 piece showcasing all
                                                                          th beauty of the
                                                                          the b   t   f th
         “I saw the video last week and have two words for you            County
         both…LOVED IT! Thanks for all your hard work!”
         -- Roxanne Olsen

         “I had to let you know how much I love your video … I was
         extremely impressed. What a great compilation of things to see
         and do in our wonderful and unique County! Great job!”
         -- Liz Grindell




     Countywide Video


05-118
                   THE MAKING OF THE
                   COUNTYWIDE VIDEO




Countywide Video


                                   05-119
                    You
             Thank Yo
             y
         for your time!




05-120
05-121
   Jim Bazemore
   Perry’s Ocean Edge Resort
   George Karamitos
   Maui Nix

   Manoj Bhoola                Chair
   Elite H it lit
   Elit Hospitality            Larry Fornari
   Sean Belgrade               DB Oceanfront, LLC
   International Speedway
   Corporation

   Tom Blawn                       Vice Chair
   Consulting Services             Blaine Lansberry
                                   Bahama House\BW Aku Tiki\
   Steve Farley
   El Caribe Resort &
                                   Stead Family Hotels
   Conference Center

   Chris Fagan                           Secretary/Treasurer
   Ramada Inn Speedway                   Richard Larkin
                                         Hilton Daytona Beach
   Michael Benedict
   Benedict Advertising                  Oceanfront Resort




05-122
Daytona Beach Area CVB
             Board of Directors
                      Chair
                      Jim O’Shaughnessy
                      Hospitality Consulting Services


Vice Chair                              Secretary/Treasurer
        g
Chris Fagan                             Frank Molnar
Ramada Inn Speedway                     The M Group

Bob Davis                                Larry Fornari
Hotel & Lodging Association              DB Oceanfront, LLC
of Volusia County




                                                              05-123
         Budget Overview




05-124
                       g         y
Halifax Area Advertising Authority
                          3 Year Budget Recap




                                       ***




  *** In addition to these revenue sources, revenue is received from partners for co-op advertising
  opportunities (I.e. Visitors Guide, Websites, Print Media) which is NOT part of CDT revenue or reserve
  funds.


                                                                                                           05-125
           Halifax Area Advertising Authority
                   i                 A    CVB
         Incorporating Daytona Beach Area C
                2010-2011 Budget Recap


                                                                                                   *




               * Includes revenue from partners participating in Co-op advertising opportunities
               (I.e. Visitors Guide, Websites and Print Media) which is NOT a request for funds
               from Volusia country budget dollars.


05-126
            Daytona Beach Area CVB
    Proposed FY 2010-11 P
    P      d                 ll E        b D
                2010 11 Payroll Expenses by Department
     Payroll Budget of $1,184,460 = 22% of $5,382,225 Total Budget
                              National Average = 37.3%




* Source: Destination Marketing Association International
                                                                     05-127
                HAAA 2010-2011
         Marketing Expense by Department
             Proposed Budget Total = $3,961,185




05-128
Halifax Area Advertising Authority
  Five Year CDT & Reserve History
     With % of change Year to Year




                                     05-129
                             p
                      Workshop
                       May 17, 2010

         What we heard from you:

         • Develop New Stakeholder Relationships

         • Leverage Resources: Both Financial and Human

         • Expand Support for the Ocean Center

         • Involve industry, businesses and citizens

         • Cross-Pollinate


05-130
 eve op      ge Cou yw de
Develop a Larger Countywide
     View of Tourism




    Work more closely as a
                      team.
   countywide tourism team

                              05-131
   The New CVB Tourism Leadership
         Volusia County, FL




                                                      Janet Kersey
          Renee Tallevast                           President & CEO
         Executive Director                        Halifax East Volusia
           West Volusia

                               Deborah Boyd
                              Executive Director
                              Southeast Volusia

05-132
Homegrown Leadership = Life-long
                       investment
                       in our success




                                    05-133
               Tourism Leadership Team
                                  Volusia County, FL
         •   Renee Tallevast                     •   Rick Karl
             Executive Director                      Director
             West Volusia Tourism Bureau             Aviation & Economic Resources
         •   Deborah Boyd                        •   Don Poor
             Executive Director                      Director
             Southeast Volusia Tourism Bureau        Ocean Center
         •   Janet Kersey                        •   Phil Ehlinger
             P id & CEO
             President                               Director
             Daytona Beach Area Convention and       Economic Development
             Visitors Bureau
         •   Bob Davis                           •   Kevin Sweat
                                                        ecto
                                                     Director
             P id t & CEO
             President                               Volusia County Beach Patrol
             Hotel & Lodging Association
             of Volusia County

                                  Staff,   Authorities,
         Volusia County Council & Staff Ad Authorities CVBs and the Industry - -
                   Working to Develop Our Highest Tourism Potential.

05-134
      New Team Initiatives

* New Countywide Video by Deborah Boyd
*    l        i    O       i b           ll
  Delta Vacations Opportunity by Renee Tallevast
* DBIA Air Service Group by Rick Karl
* “Bring Y      M ti    H
  “B i Your Meetings Home”    ”
   - Resident Program
            Yo Volusia!
* Thanks 2 You, Vol sia!
   - Resident Appreciation Program



                                                   05-135
05-136
               Daytona Beach Area
                Market Segments
                M k tS        t
       Leisure Travel                    Travel By Pros
          Quick Return              Long Term Investment – 2/5 years
•   Beach Vacations             •   Meeting Planners
•   Family & Friends Get-away   •   Travel Agents/Operators
•   Special Occasion Travel     •   Professional Group Tours
•   Major E t T
    M j Event Travel  l         •   Professional T d G
                                    P f i l Trade Groups
•   Attractions                     (State-Regional-Nat’l-Int’l)

•   Golf                                        p
                                • Professional Sports
•   Cultural/Historic             Franchises
•   Great Outdoors


                                                                       05-137
                              Leisure Market
                              Destination Advertising



    Largest HAAA Allocation - Most lucrative market segment

    Currently Highest Generator of Volusia County Bed Tax Collections
    With 100% of Lodging Partners Selling Leisure Travel
                           Small,
    Main Revenue Source – Small Independent Lodgings

    Marketing Allocation
    Destination Campaign
                    p g           ,   ,
                                $1,699,785
    Production/Collaterals      $ 455,000
    Fulfillment                 $ 368,000
    Research                    $ 73,200
    Subtotal:                   $2,595,985

 * CVB Industry Survey 7/10

05-138
                Destination Advertising
                       Personnel Cost                             $ 236,098
                       Total Destination Allocation               $2,832,083

                   Information S i
                   I f     ti Services                                      Advertising
                  Jennifer Kies, Manager                                   Nikki Malloy
                                                                        Advertising Manager
* Database Management
* Visitor Response
                                                      * Oversee all CVB Advertising Publishing Efforts
* Available Lodging Listings for Profile Events
                                                      * Coordinate Industry Co-op Initiatives
* Industry Needs
                                                      * Direct Department Budget Oversight

      Mail Center                                              Professional Contract Team
    955 Orange Ave.                                   * Doe Anderson, Advertising Agency of Record
 Je y Parker, Manager
 Jenny     e,       ge                                    y          y,            g
                                                      * Kay Galloway, Media & Design Consultant
                                                      * Dave Warren, Sandpiper Graphics - Art
       * Oversee all Mail Center Operations           * Evelyn Fine, Mid-Florida Marketing & Research
       * Shipping – Mailing - Inventory
       * Direct Department Budget Oversight




                                                                                                     05-139
     Advertising Advisory Committee
            Chair: Gary Brown
                         Sun Viking Lodge


         Members:      Angela Cameron (Hilton Daytona Beach Oceanfront Resort), Frank Molnar (The M
         Group), Tony Welch (Tony Welch Marketing), Larry Fornari (Fornari Consulting), Libby Gallant
         (             h              f            )               (Perry’s Ocean-Edge Resort), Stanley
         (Daytona Beach Resort & Conference Center), Sharon Norris (               d          )
         Obrochta (Atlantic Ocean Palm Inn), Chris Fagan (Ramada Inn Speedway), Susan Keaveney (The
         Shores Resort & Spa), Blaine Lansberry (Bahama House), Julie Giese (Daytona International
         Speedway).

         Meetings:
         M ti                   Bi-Monthly
                                Bi M hl
                                In-depth Review of Plan Details/Measures
                                Trend Match
                                Enhancements Recommendations

         Attended By:           Industry Members
                                Citizens
                                Local Agencies
                                Elected Officials
                                Interested Groups



05-140
                      g    p g
Destination Advertising Campaign
               Fully-Integrated Media Plan Utilizing:
      •    T l i i –P i -I             Promotions - P bli Relations
           Television Print Internet - P     i      Public R l i

          Target Markets:                    Target Segments:
 Fl id Southeast        National –
•Florida - S th t US – N ti    l              F il         l
                                             •Family – couples –
            Canada - UK                      •Boomers - Seniors




                                                                      05-141
                               Television
                                                 interest
    Continues to be the prime driver of consumer interest.


                  D t     B h d
             2010 Daytona Beach ads:
         • Ran in over 60 TV markets

         • On nearly 30 networks

         •    In 14 states

         • A d a total of 11,794 spots
           And t t l f 11 794       t

  Networks:   Travel Channel   A&E History Family
              A i l Planet
              Animal Pl   t    T      O      F S t
                               Turner Oxygen Fox Sports


05-142
                                  g
            Destination Advertising
     Traditional Media Print Magazines Media

           123 print ads
         in 50 publications
 generating 55 million impressions
        in the U.S. and Canada.



Publications Include:
                           * Ladies Home Journal   * People Magazine
* AAA Going Places
                           *Oprah Magazine         *Readers Digest
*AARP Magazine
                           *Parents Magazine       *Southern Living
*Atlanta Magazine
                           *Good Housekeeping      *Travel 50 +Beyond
*Better Homes & Gardens
                           *Women’s D
                           *W      ’ Day           *Vacations
                                                   *V ti


                                                                    05-143
                               g
         Destination Advertising
                             Newspaper
                              NY Daily News
                      USA Today/USA Today Weekend
                        Atlanta Journal Constitution
                             Orlando Sentinel
                        Atlanta Neighborhood News
                             Hometown News
                             Lakeland Ledger
                             Ocala Star Banner
                          The Villages Daily Sun
                       Newspaper Groups – National
                                  +More
                       155 publications nationwide

                   Generating over 33,262,004 impressions




05-144
             Destination Advertising
              Special Promotions



                   Specialized print programs:
*Spring Newsletter       75,000   *Sun Saver Coupon Book       75,000
*Summer Newsletter      100,000   *Visitors Guide             225,000
*2nd Summer Newsletter 281,335    *Canadian Sand dollar       281,335
*Fall Newsletter         45,000   *Share The Heritage          10,000
*NEW O
*             l i
     Ocean Inclusions                                O A    1,092,670
                                                    TOTAL = 1 092 6 0



                                                                        05-145
                     Destination Advertising
                                   Online Marketing
                              Search – Online Advertising – E-News

   Search Engine Marketing                   Online Advertising
   Paid Search                                AJC.com
         (Google, Yahoo, Bing)
         (   g ,       ,    g)                DestinationTV.com
                                                   di
                                              Expedia.com
   Search Optimization                        GordonsGuide.com
                                              Kayak.com
   Lead Generation                            Orbitz.com
         TravelInformation.com                OrlandoSentinel.com
         Travel Spike Network                 TravelAdNetwork.com
                                              Travelocity.com
   Email Marketing                            TripAdvisor.com
         Visit Florida E-newsletters          Video Egg                E-News
         CVB E-newsletters                    VirtualTourist.com     Impressions:
         Special Event E-blasts               VisitFlorida.com        42,371,000
                                              WeJustGotBack com
                                              WeJustGotBack.com
   * NEW Ocean Center Inclusions


05-146
       Destination Advertising
                           Billboard




     I-95 south of S.R. 40
     Orlando – Buena Vista, Orlando Lakes, Kissimmee
     Delivering 4,786,400 impressions

Rack Service: Visitors Guides
     Statewide Racks via Visit Florida
     Delivering 1,000,000+ impressions




                                                       05-147
                                               g
                         Destination Advertising
                                International Market
                                           Focus Canada

         Print:              CAA Magazine
                             Canadian Geographic Travel
                             Canadian Newspaper
                               Toronto Star – Hamilton Spectator
                               Kitchner Record – London Free Press – The Record
         Online:             Dreamscapes
                             GuestQuest
         Radio:
         R di                Chris Robbins R di N
                             Ch i R bbi Radio News
         Promotions:         Canadian Sand Dollars

         International Impressions      9,605,000




05-148
     New Advertising Initiatives

Visitors Guide
       Ocean Center Advertising
       Lovin’ it Like the Locals Do – Photos
       Local Guest Feature Writers
          Codes
       QR C d
       Expanded Trails/Nature Sections

Print/Electronic Newsletters
       O      Center Events M ti
       Ocean C t E t & Meetings
       Fly DBIA Messaging
       Natural Assets Promotions (Countywide)
       Fall Festival Season 2.0

National Retail Partnerships
      QR Code Promotions
      Cinema Media




                                                05-149
                        Technology Services
                                         Department Budget
                                         Programs $181,000
                                          Personnel $79,477
                                                                $260 477
                            Total Technology 2010/2011 Budget = $260,477
                                          *Equipment not included



              Professional Contract Team                                              Nick Conte
                                                                                 Director of Technology
                 * Alternate Image
                 * Doe Anderson
                 * Z-Graph
                                                                    * Coordinate CVB website design and
                 * JackRabbit Systems
                                                                      programs with departments
                     Staff Support                                  * Oversee CVB equipment
    * Courtney Hewlett, Administrative Assistant                      needs/services
                   Industry Support                                             Scope of Work
   * Advertising + Internet Committee - 11 members                  * Support Online Advertising Campaign
   * Internet Technology Sub-Committee - 14 members                 * Develop New Technologies
   * Bi M hl Marketing and Technology Meetings
     Bi-Monthly M k i         dT h l        M i                     *M        Online A i i i
                                                                      Measure O li Activities



05-150
    Technology Sub-Committee
   Chair: Angela Cameron
                        y
               Hilton Daytona Beach Oceanfront Resort


Members:        Libby Gallant (Daytona Beach Resort & Conference Center), Frank Molnar (The M
Group), Tony Welch (Tony Welch Marketing), Chris Fagan (Ramada Inn Speedway), Tom Delaney
       Hospitality)                                        Inn)
(Elite Hospitality), Stanley Obrochta (Atlantic Ocean Palm Inn), Bob Davis (Hotel & Lodging
Association of Volusia County), Kerry Camisa (International Speedway Corporation), Gary Brown
(Sun Viking Lodge), Peter Coleman (Perry’s Ocean Edge Resort)

      g
Meetings:              As Called
                       In-depth Review of Plan Details/Measures
                       Trend Match
                       Enhancements Recommendations

Attended By:           Industry Members
                       Citizens
                       Local Agencies
                       Elected Officials
                       Interested Groups




                                                                                                05-151
                 Technology
         Main Destination Website
                d t    b h
            www.daytonabeach.com
           Generates an Average of 1.4M
           Unique Visitors Per Year
           5,451 Pages of Information
           With 8,135 Links


                                  Plan Enhancements:
                                  New site Design
                                  New Mobile site
                                  New Text Messaging
                                  New Improved Tracking



05-152
Communication & Public Relations
                                   Department Budget
                        $195,000 Communications/Public Relations
                               $143,209 Personnel/Contracts
             Total Communications/Public Relations 2010/2011 Budget = $338,209


                                                                               pp
                                                                Professional Support
   L i Campbell Baker
   Lori C     b ll B k
                                                   * Georgia Turner Group, Media Tours
        Director of
     Communications
                                                                      pp
                                                                    Support Staff

* Oversee all CVB Communications, Social
                                                   * Tangela Boyd, Sr. Media Relations Manager
  Networking, Public Relations and Crisis          * Wanda Nelson, Communications Assistant
  Management                                                      Industry Support
                                                                  I d t S        t
* Key Audiences: Media and social media outlets,   * Advertising + Internet Committee – 11 member
  travel writers and bloggers, local community,
     d           l
  and CVB employees



                                                                                            05-153
    Communications/Public Relations

         Annually Generates $689,853 in
         Added Publicity Value
         Speaks from a Countywide
         Perspective
         Enhances Destination Image
         Influences th C
         I fl                   ti    i
                    the Conversation via All
         Media & Social Outlets
         Involves / Influences Community
         Tourism Perspectives
         NEW: “Bring Your Meetings Home”
         Promotion




05-154
        Tourism Events & Marketing
                                        Department Budget
                                        $245,000 Marketing
                                         $74,947 Personnel
                                                             $319 947
                            Total Tourism Events 2010/2011 = $319,947

                  Support Staff
* Sharon Bernhard, Finance Assistant
                 Industry Support
* Advertising + Internet Committee - 11 members
  (Presentation and Review of Proposals)                     On-Hold Position
* Biketoberfest® Development Committee
* Bike Week Task Force                          * Oversee all CVB Event Support Efforts
                                                * Coordinate Event Initiatives
                Market Segments                 * Attend/Meet with Event Groups/Industry
      Family, Art, Entertainment, Festivals,
           Sports Events, Car Events




                                                                                           05-155
                          Tourism Events
    Economic Development
         Potential for High-Dollar Impact
         Biketoberfest®          E       i I
         Bik t b f t® - $245M Economic Impactt
         Create Demand in Off-peak Time Periods

    Event M k ti S      t
    E t Marketing Support:
         Wings & Waves
              y    g
     Let It Fly Flag Football
     Daytona Half Marathon
     Duramed Futures Tour
             Championships
     NCA/NDA Ch   i hi
     Daytona Beach International Festival
     Daytona Beach International Poker Festival




05-156
 Biketoberfest® Development Committee
      Chair: Tom Guest
                  Chopper’s World


Members:       Bob Davis (Hotel & Lodging Association of Volusia County), Virginia Brown (Beachside
Resident/Chair Main Street Redevelopment), Chad Brunton (Courtyard by Marriott), Julie Dziak (Daytona
International Speedway), Frank Heckman (Beachside Neighborhood Watch), Pam Hobbs (Children’s
               p     y)                  (              g               )             (
Advocacy Center), Tom Blawn (HAAA Member), Turner Hymes (Second Avenue Merchants Association),
Big John (WELE Talk Show Host), Kevin Kilian (Daytona Regional Chamber of Commerce), Carl Morrow
(Carl’s Speed Shop), Melissa Penland (Iron Horse Saloon), Larry Stephens (New Visions Management), Will
Rossmeyer (Destination Daytona).
M ti
Meeting:               3’s Annually
                       3’ A      ll
                       In-depth Review of Plan Details/Measures
                       Trend Match
                       Enhancements Recommendations
Attended By:
Att d d B              I d t Members
                       Industry M b
                       Citizens
                       Local Agencies
                       Elected Officials
                       Interested G
                       I        d Groups



                                                                                                          05-157
                        Golf Daytona Beach
                                           Department Budget
                              $69,800 online marketing initiatives, collaterals
                                            $32,877 Personnel
                             Total GDB Commitment 2010/2011 = $102,677


                   Staff/Contractors
   * Courtney Hewlett, Administrative Assistant

                   Industry Support
   * Bi-Monthly GDB Advisory Committee Meetings -                 Alexandra (S
                                                                  A                  )      i
                                                                              (Sandy) Lucania
     11 Members - Open to Public                                 Director of Golf Daytona Beach

                             g
                    Market Segments                        * Oversee Consumer Golf Package Program
              * Individual and Group Golfers                 * Interface With Hotel and Golf Course
                                                                  Partners, Consumers and Online
                                                                         Marketing Support




05-158
          Golf Daytona Beach Committee
     Chair: Tom Blawn
               Exit Beach Realty


Members: Gary Brown (Sun Viking Lodge), Steve Farley (Perry’s Ocean Edge Resort),
   Bradley Reising (Emerald Shores Hotel), John Cameron (Daytona Beach Golf Club), Mike
            (Daytona Be h Resort & Conference Center), Shelle Bell (H lid Inn LPGA),
   Kardos (D t       Beach Re t C fe e e Ce te ) Shelley           (Holiday I LPGA)
   Angela Payne-Jelenic (Hampton Inn Ormond Beach), Kristen Robertson (LPGA
   International), Mike Yaz (Daytona Inn Beach Resort).

Meetings:          Bi M hl
                   Bi-Monthly
                   In-depth Review of Plan Details/measures
                   Trend Match
                   Enhancements Recommendations


Attended By:       Industry Members
                   Citizens
                   Local Agencies
                   Interested Groups
                   I t    t dG



                                                                                          05-159
         Golf Daytona Beach




          • GolfDaytonaBeach.com
          • Play Florida Golf participation
          • Tour operator interface


05-160
                  Hospitality Services
                                   Department Budget
                                    $14,900 Marketing
                                    $115,425 Personnel
                                                                 $130 325
               Total Hospitality Services & Programs 2010/2011 = $130,325



                          Roxanne Olsen,   ,
                   Director of Hospitality Services
                                                      Showcases Quality Small Properties
                                                        38 Small Lodgings in Program
* Oversee all Membership and Visitor Services
                                                            400+ CVB Members
* Develop Consumer Promotions
* Implement Select Small Inns Program                       Halifax Happenings

                     Support Staff
* 8 Part-time Staff –Visitor Information Centers
* One Part-time Staff – Visit Florida Yulee Center




                                                                                       05-161
                                 Niche Markets

                                                            Department B d t $60 000
                                                            D     t     t Budget $60,000
                                                             Program Marketing Includes
                                                             Website, Countywide Arts Map,
                Department Budget $10,500                    National Inclusions.
         Program Marketing Includes Website, Industry
         Advertising, Network/membership With Film
         Florida, Governor’s Office of Film & Television,
                        Cooperatives
         Miami/Orlando Cooperatives.




                                                               Showcase Countywide
                                                               Cultural & Historic Sites

         Showcase Locations/Services Countywide                Encourage Expansion
                                                               of Cultural Travel
         Encourage Film/digital/TV Projects



05-162
      Arts & Entertainment Committee
     Chair: Gary Libby
                 Volusia ECHO


Members:     Jim O’Shaughnessy (CVB Board Chair), Wayne Atherholt (Museum of Arts & Sciences),
   Tamara Boreman (Daytona Beach Marriott & Residence Inn), Bob Dahlen (Cultural Council of Volusia
   County) Bob Davis (Hotel & Lodging Association of Volusia County), Katie Dodd (Bahama House/Best
   County),                                                    County)
   Western Aku Tiki), Neil Harrington (Lillian Place), Suzanne Heddy (Ormond Beach Historical Society),
   Stephanie Mason-Teague (Cinematique of Daytona), Helen Riger (City of Daytona Beach Cultural
   Services Department).

M ti
Meeting:              Bi-Monthly
                      Bi M hl
                      In-depth Review of Plan Details/Measures
                      Trend Match
                      Enhancements Recommendations


Attended By:          Industry Members
                      Citizens
                      Local Agencies
                      Interested Groups
                      I t    t dG



                                                                                                      05-163
                 Travel by Pros
         Professional Side of Tourism Business
         Not Swayed by Advertising
         High Referral
         Smart/Research
         Rate C     i
         R t Conscious
         Require Qualified Destination Support
              ll   k                ll
         Usually Take Longer to “Sell”
         Lingo All Their Own


05-164
                    Travel Industry Sales
                                       Department Budget
               $120,000 Trade Shows/Promotional Events & Trade marketing Support
                                        $51,516 Personnel
                                                                $171 516
                        Total Travel Industry Sales 2010/2011 = $171,516

                   Sales Staff
* Courtney Hewlett, Administrative Assistant
               Industry Support
* TIS Advisory Committee - 14 Members
* Bi-monthly TIS Meetings
           y            g                                                      Lucania,
                                                           Alexandra (Sandy) Lucania
* Membership/participation With International &          Director of Travel Industry Sales
  Domestic Industry Organizations
                                                  * Oversee Department Marketing & Sales
                            g
                  Market Segments
                                                         f      ih         i l d          i    ll
                                                  * Interface with International & domestic sellers
             Fly, Drive, Charter, Group,
                                                    of travel (Receptive tour operators, wholesalers
              Motorcoach, and Foreign
                                                    & tour operators, travel agents.)
                 Individual Traveler




                                                                                                05-165
             Travel Industry Sales Committee
           Chair: Rick Andino
                     Extra Holidays by Wyndham


    Members: Francis Purvey (The Shores Resort & Spa), Tom Delaney (Elite Hospitality),
         Lauren Lazenby (Marriott Daytona Beach), Deana Gammero (Bubba Gump at Ocean Walk
         Shoppes) Wilma Turner (Inner Circle Daytona Beach Management), Sharon Norris
         Shoppes),                                             Management)
         (Perry’s Ocean Edge Resort), Michael Gignac (Hawaiian Inn), Lisa Shavatt (Daytona 500
         Experience), Janice Griffin (Stead Family Hotels), Roni Engels (Roni’s Go & Do Shuttle
         Bus Tours).

    Meeting:             Bi-Monthly
                         In-depth Review of Plan Details/Measures
                         Trend Match
                         Enhancements Recommendations


    Attended By:         Industry Members
                         Citizens
                         Local Agencies
                         Interested Groups



05-166
       Travel Industry Sales
             •   Tour Operators & Travel Agents
             •   W ld id Selling
                 Worldwide S lli
             •   Specialty Travel for Groups
             •   Trade Advertising and Direct Mail



• E-newsletters
• Familiarization Tours
* NEW: 2011 – Host
    Florida Huddle at the Ocean Center


                                                     05-167
                   Meetings & Conventions
                                    Ocean Center Focused
                                    O     C t F        d
                                               Department Budget
                                       $419,000 Marketing/Sales Missions
                                              $218,358
                                              $218 358 Personnel
                               Total M&C Sales /Commitment 2010/2011 = $637,358
                    Industry Support
     * M&C Advisory Committee - 14 members
       Bi-Monthly Sales Meetings
     * Bi M hl S l M i
     * 30-40 Local Industry Professionals
     * Sales Meetings with Ocean Center Staff
                      Marketing Efforts
                                                                            Sally Gardiner
     * 22 Tradeshows with Pre & Post Support                         Director of Convention Sales
     * 26 Trade Publications = 5M+ Impressions
                                                              * Oversee all CVB Group Sales Efforts
     * Collaterals / Web / Video                              * Coordinate Ocean Center Initiatives
     * Site Visits / Fams                                     * Local Meeting Professional Involvement
                                                                             g
                     Target Markets
                                                                                Sales Staff
             Government – Corporate - Reunions                * Linda McMahon, Sales Manager
                Sports - Florida Associations                 * Tara Hamburger, Sports Sales Manger
             Government Meetings - T ll h
             G           t M ti      Tallahassee              * Jennifer Kaniaris, Convention Sales &
         Citywide – Religious - National Associations           Services Manager



05-168
Meetings & Conventions Sales Committee
     Chair: Karen Szemborski
                Hilton Daytona Beach Oceanfront Resort


Members: Lori Hunter (Ocean Center), Lisa Shavatt (Daytona 500 Experience), Kathy
Masterson (Plaza Resort & Spa), Mary Hutchcraft (The Shores Resort & Spa), Pat Daly
(Hampton Inn Speedway), Libby Gallant (Daytona Beach Resort & conference Center), Marisol
Moreno (           d i b il )                          (Ramada Inn Speedway), Janice
         (Homewood Suites by Hilton), Patrick Sullivan (    d            d    )
Griffin (Stead Family Hotels), Kristen Robertson (LPGA International), Patty Devine
(Wyndham Ocean Walk Resort), Kathleen Shackelford (Sunset Harbor Yacht Club), Robin
Camacho (El Caribe Resort & Conference Center).
Meeting:            Bi-Monthly
                    In-depth Review of Plan Details/Measures
                    Trend Match
                    Enhancements Recommendations

Attended By:        Industry Members                           Largest Committee
                    Citizens
                    Local Agencies                             32 Hotels (17%)
                    Elected Officials
                    Interested Groups                          Approximately 100 Sales Reps


                                                                                              05-169
                         M&C Marketing Sales
                                Highlights of Our Success
         High Impact Bookings:
                                                                          Room      Economic
         Group                                                            Nights     Impact
         NCA *Multi-Year / Ocean Center                                    6,070       $4.3 M
         Spirit Team *Multi-Year / Ocean Center                            2,580       $5.4M
         Student Life *Multi-Year / Ocean Center                           5,180       $4.3M
         Bi St f * Multi-Year / Ocean C t
         BigStuf M lti Y        O     Center                               2,200
                                                                           2 200       $1.8M
                                                                                       $1 8M
         Fire Rescue East * Multi-Year / Ocean Center                      1,500       $1.8M
         Daytona Beach 100 Youth Volleyball * Multi-Year / Ocean Center       510    $540,000
         Sports Turf Managers Association * Ocean Center                   2,774       $1.5M
         Coastal Estuarine and Research Federation * Ocean Center          2,590
                                                                             ,         $1.3M
         Florida Huddle *Ocean Center / Sandy Lucania                         870    $216,000
         RPM Services *Multi-Year                                             650    $417,600
         United Church of God                                              6,400       $2.8M
         Florida State Bowling Association                                 4,000       $1.9M

         Lead Generation:        07/08       08/09       09/10*
         Leads Definite            21           36          36
         Leads Generated          123          181         169
         * Through July 2010


05-170
                  M&C Marketing Sales
                                2010-2011 Initiatives
Trade Shows:           Extensive Schedule     -           22 Shows                 $74,525


  TSAE – Tallahassee, FL                      N.C.FL MP Expo – Gainesville, FL
  Teams – Charlotte, NC                       NASC Sports Symposium, Greensboro, NC
  Rejuvenate – Louisville, KY                 Collaborate Marketplace – Huston, TX
  FL Encounter – Miami, FL                    Meeting Spots – Tallahassee, FL
  CF-SGMP – Tallahassee, FL                   CMCA – TBD
  IAEE – New Orleans, LA                      HCEA – Las Vegas, NV
  HB-ABC – New Orleans, LA
                      ,                       Destination Showcase – Chicago, IL
  HB-ABC Tradeshow – Washington, DC           FSAE – Miami, FL
  RMCS – Tampa, FL                            Connect Marketplace – TBD
  Destination Showcase – Washington, DC       Chuck Cook – Tallahassee – Tallahassee, FL
  S P O R T S I tit t – TBD
  S.P.O.R.T.S Institute                                             Washington,
                                              Affordable Meetings – Washington DC



 •Pre-Post Delegate Promotion
 •On-Site Recognition (Booth / Giveaways)



                                                                                             05-171
         M&C Marketing & Sales
              2010-2011 Initiatives

           Person to Person Selling
                           Sales Missions
                           Conference Attendance
                           Meeting Sponsorship
                           Fams
                           Site Inspections
                           Client / Tradeshow Gifts
                           Memberships
                           D-3000




05-172
M&C Marketing Sales
          2010-2011 Initiatives
       Ocean Center Advertising    $210,000

Associations Now                  Meeting Mentor
Black Meetings & Tourism          MPI FL Directory
Connect                           Meetings South
Convene                           MPI Global
Convention Forum                  MPI Directory
Convention South                  MPI One +
Corporate Incentive & Travel      Plan Your Meetings Network
Expo                              Prevue
Florida Trent                     Religious Conference Manager
FSAE Source                       Religious Conference Planner
GSAE Source                       Rejuvenate
                                    j
IAEE Resource Guide               Successful Meetings
Medical Meetings                  TSAE
Meetings & Conventions




                                                                 05-173
                         g
             M&C Marketing Sales
                   2010-2011 Initiatives
         M&C ADS




05-174
    M&C Marketing & Sales
                       2010-2011 Initiatives
  Collaterals                         $10,000
                                      $10 000
                   Meeting Planners Guide
                   Printed Materials
 Ocean Center
Visitor Guide ad


                                    Website (Destination Supported)




                                     Video




                                                                      05-175
         M&C Marketing & Sales
             2010-2011 Initiatives
                      New
               Sports Focus
               Value Added Media Buys
               Joint Promotional Schedule
               Video / Photography
               Gift / Novelty Items
                            y
               Bring Your Meeting Home
               QR Codes – E-Zone Promotion
                            a ve
               $50,000 Initiative –
                   Delegate Incentives – Ocean Center Support
                   (CEO FOCUS GROUP)




05-176
   Ocean Center Support
All New -     CVB Wide Initiative
              All Departments Engaged
              Visitors Guide
              Website Promotion (ALL) Meetings / Events
              Visitor Newsletter (Print / Online)
              Industry N     (E-Horizon / Tourism Tuesday
              I d t News (E H i            T i T d
              Community News (Halifax Happenings)
              Consumer Promotions for Ocean Center Events
              Social Network Postings

            Future Considerations

              Visitor Information Center
              CVB Offices




                                                            05-177
            Additional HAAA Initiatives
                   New for 2010
         * Establish “Forward Thinking 2011”- Forums
         * Conduct an Ocean Center Workshop
         * Implement “Coffee & Conversation” Gatherings
           Daytona B h A F Cl b
         * D       Beach Area Fan Club
         * Encourage FAM Socials Countywide
         * Work With Industry on Beautification Program



05-178
05-179
05-180

								
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