2 0 1 6 S A R A S O TA C O U N T Y T O U R I S M M A R K E T I N G P L A N

FY 2016 Sarasota County Tourism Integrated Scope of Services OVERVIEW AND PLAN OUTCOMES GOAL ONE – DESTINATION BRAND GOAL TWO – DESTINATION DEVELOPMENT GOAL THREE – ENHANCED VISITOR SERVICES ADMINISTRATIVE/PROFESSIONAL SERVICES BUDGET DETAILS

SARASOTA COUNTY COMMISSIONERS: Carolyn J. Mason, Chair Alan Maio, Vice-Chair Paul Caragiulo Christine Robinson Charles D. Hines

VISIT SARASOTA COUNTY BOARD OF DIRECTORS: Michael Klauber, Chair, Michael’s On East Drayton Saunders, Vice-Chair, Michael Saunders & Company Pete Norden, Secretary/Treasurer, iHeart Media Radio Paige Hartman, Past-Chair, The Inn on Siesta Key Steven High, The Ringling Museum Alan Maio, Sarasota County Commissioner Andrew Dorr, Githler Development, Inc Kelly Romanoff, Gulf Coast Community Foundation Christine Johnson, Conservation Foundation of the Gulf Coast David Rovine, Baltimore Orioles Kelly Dowd, KD Logistics, Inc Bruce McDonald, Hyatt Regency Sarasota

TOURIST DEVELOPMENT COUNCIL MEMBERS: Charles Hines, Sarasota County Commissioner, Chair Daniel Bebak, Mote Marine Cheryl Cook, City of North Port Commissioner Sharon Cunningham, Cunningham Property Management Corp. Bob Daniels, Venice City Councilman Terry Gans, Town of Longboat Key Commissioner Jeff Mayers, The Resort at Longboat Key Club John Ryan, Venice Area Chamber of Commerce Norman Schimmel, Retired CEO Tony Swain, Swain Film & Video, Inc John Zaccari, A2Z Hospitality

STAFF: Virginia J. Haley, CDME, President Stephanie Grosskreutz, Managing Director Erin M. Duggan, CDME, Director of Brand Nicole Rissler, CDME, Director of Sports Kelly M. Defebo, CMP, Director of Sales Bob Horn, Director of Finance Bernie Gottschalk, Partnership Sales and Development Karen Gallagher, Visitor Center Coordinator Matt Murphy, Website Manager Shelby Connett, Sports Sales Manager

Lynn Hobeck Bates, APR, Communications Manager Seana Mincy, Advertising Manager Vanessa Zigich, Meeting and Group Sales Manager Deborah Ericson, Project Coordinator Eddie Kirsch, Content Coordinator Tammy Jones, Staff Accountant Shantel Norman, Executive Assistant Bea Ramsey, Office Coordinator John Sims, Visitor Information Vehicle

ADVISORY COMMITTEE MEMBERS: Marketing Committee Sandra Rios, Chair, The Resort at Longboat Key Club Rhett Wilson, Vice-Chair, Hyatt Regency Sarasota Kim Dominguez, The Mall at University Town Center Mike Marraccini, The Sarasota Ballet Scott Rimmer, The Economic Development Corporation of Sarasota County Susan Rachles, Englewood Community Hospital Tammy Halsted, RVA, Resort Vacation Accommodations Jill Luke, The Patriot Storage Cusic Daniels, Thurman Hotel Consultants Kate Atkin, Sarasota-Manatee Originals Kelly Dowd, KD Logistics and Board Liaison SC Sports Commission Jay Riley, Chair, USF Sarasota-Manatee Steve Padgett, Vice-Chair, Fawley-Bryant Candice Roberts, Rev3 Triathlon LOC Chris Brandon, Williams Parker David Rovine, Baltimore Orioles/VSC Board Rep Dr. Gary Shapiro, Shapiro Sports Medicine Keith Quick, Sarasota YMCA Kimberly Farrell, Fox Lea Farms Matt Cummings, Hyatt Regency Sarasota Pat Calhoon, Sarasota County Parks and Rec Rob Alfieri, Sarasota SUP Rob Ferguson, Sarasota-Bradenton Hotel Sales Committee Robin Wild, Der Dutchman Restaurant Tim Boyle, US Tent Rental/SASA Rep Tripp Morris, CYD Star Student

FY 2016 Sarasota County Tourism Scope of Services Introduction and Highlights Best Beaches? Check. Happiest well-being? Check. The list of admiration goes on. With Sarasota County being the envy of the country for garnering accolade after accolade, 2016 is the year for a brand new creative campaign that will showcase the beauty and diversity that is this destination. Covering a large geographic area where each corner unveils something entirely different than the last, it will take meaningful collaboration from staff, industry partners, and community leaders to create a campaign that includes the strong inclusion of niches such as arts, nature, sports—all that resonate with consumers in a way that inspire travel. The construction of new hotels rooms in downtown Sarasota abound. These new lodging facilities will increase inventory in the City of Sarasota from the current 2202 hotel rooms by adding another 944 within the next three years in the downtown corridor alone. While these new rooms create a challenge of generating 125,000 new visitors to fill these rooms, it also creates the opportunity to host bigger meetings and groups. Visit Sarasota County (VSC) will launch a new sales and marketing campaign in the Southeastern markets inclusive of Florida, Atlanta, and Charlotte to ensure the meeting and association markets are well aware of this new lodging product. New sporting events taking place within the destination will be more important than ever, introducing the Gulf Coast of Florida to a brand new international sports visitor. VSC realizes these visitors come from markets where traditional advertising is not affordable, so Sarasota County’s hometown sports venues take on a whole new importance. With Sarasota County offering a similar climate to the Olympics, VSC will look to expand on training opportunities. The continuation of organic and authentic crafted content remains supreme. New to the table, VSC will be featuring geographical content with specific landing pages that inspire visitors to explore the areas surrounding them that may be outside their original travel plans. Florida will look to face a new challenge in 2016 in attracting international visitors with the value of the euro in decline. While not an issue in 2015, as most trips had been booked before the decline, VSC is aware of this upcoming trend, and has implemented marketing measures to absorb this challenge smoothly by working with new operators to market products not previously targeted. VSC will also be monitoring changes in domestic travel patterns, as US citizens are lured to Europe by the value of the dollar against the euro. It should be noted that the FY 16 budget is still 3.44% below the FY14 budget. Even with this decrease, VSC staff has looked to find even more unique and efficient opportunities to creatively and effectively market Sarasota County to the tried and true markets—while still looking to penetrate new markets. VSC strategies are working. This past year, Sarasota County growth in the key hotel metric of Revenue Per Available Room (RevPAR) has been consistently top in its competitive set. Overarching goals for FY 2016 • Increase visitation by 5% • Increase visitor spending by 3%

GOAL ONE: DESTINATION BRAND Continue to develop and communicate the destination’s brand essence. 2016 Theme: Building a strong foundation of creative assets that inspires pride in locals and motivates consumers to travel to Sarasota County. 1. New Creative Campaign

•  Inclusive of all niches: general, beaches, arts, eco/nature, leisure sports, group sports, meetings.



•  Creating & curating authentic/organic content.



• Inspire locals to share VSC content, thus garnering brand awareness and additional Visiting Friends/Relatives (VFR’s) to destination.



• Grounded in market from research, with buy-in from community leaders, staff, industry partners and consumers.

2. G  enerate international exposure by utilizing international events as a platform to reach potential visitors

•  Rowing events sponsorships/activations.



• Cohesively advertise and maintain branding standards for Sarasota County to effectively showcase the geographic and product diversity.

3. F  ocus on specialized tour companies who book group tours to destinations for arts groups

• Utilize festivals and other unique programming opportunities to attract interest and support from specialized tour operator companies.

4. Introduce dynamic content per audience segmentation

•  Create customized content via e-newsletter platforms and beyond that are tailor suited for the consumer.

Outcomes:

• Develop a new creative campaign and a new creative positioning statement that will be inclusive of the large, diverse geographic areas of Sarasota County.



• Reduce the cost per engaged user by 3%.



• Increase traffic from social platforms to site by 10%.



• 5% increase in conversion categories.



• Increase in earned media impressions:



• Online, increased by 200 million.



• Broadcast, increased by half a million.



• Print, 35 million, decrease slightly due to decline in printed product.



• Meetings—Increase booked nights by 10%.



• International—Increase international visitation by 2%.

GOAL TWO: DESTINATION DEVELOPMENT Advocate for destination enhancing development. 2016 Theme: It is important to continue to develop and promote market segments such as sports, cultural, and outdoor/nature while bringing national and international cutting edge trends to Sarasota County.

Sports Marketing 1. E  valuate and expand diversity in the type of sporting events hosted by VSC, the geographic area they are being held, and the time of year they are occurring. Tactics:

• Complete a full evaluate and analysis of what kind of events VSC is hosting and what time of year and where they are occurring.



• Meet with key stakeholders in areas of our community that are being underserved in sports tourism and develop goals and perimeters they have to move forward in this market.



• Continue to work closely with our non-traditional sports to expand opportunities and ROI; such as Sarasota Offshore Grand Prix, lawn bowling and equestrian events.

 ontinued development and implementation of the community engagement program 2. C to support large national and international events. Tactics:

• Develop more efficient means of implementing the “Welcome” component of this program and enhance participating community partners through the addition of a Community and Visitor Engagement Manager.



•  Engage the use of community sponsors to support this program.

3. Expand the athlete training opportunities in Sarasota County venues. Tactics:

• Work with local sports venues to expand elite and team training opportunities.



• Work with Suncoast Aquatic Nature Center Associates (SANCA), Fox Lea Farms, Selby Aquatics Center, Arlington Pool and Sarasota BMX to increase awareness of training opportunities with special emphasis on 2016 Olympics in Rio and Sarasota County’s similar climate and time zone.

World Rowing 2017 In partnership with SANCA and the Bradenton Area Convention and Visitors Bureau (BACVB), VSC will continue to capitalize on the exposure of the 2017 World Rowing Championships both nationally and internationally.

• Work closely with BACVB, SANCA and VSC Brand Team to increase promotion and marketing associated with the World Rowing Championships.



•  Host FISA and US Rowing officials in the destination for event and venue updates.

Promotion & Partnerships 1. In partnership with the Sarasota County arts stakeholders and patrons, continue to grow the arts branding of “Where Artistic Expression & Inspiration Meet®”

•  Encourage and support shoulder season cultural offerings.



• Collaborate with art stakeholders to promote the new cultural amenities & assets throughout Sarasota County to ensure national and international awareness including Venice Performing Arts Center, Sarasota Museum of Art (SMOA), Glass Exhibits and Architecture.



•  Begin to develop a theater promotion in the month of May.

2. C  ontinue to enhance the Discover Natural Sarasota County (DNS) messaging with all VSC eco-guides

•  Use DNS umbrella to maintain brand recognition throughout all guides. •  Build on the popularity of wildlife-watching activities such as birding.

3. C  ontinue the engagement with area colleges and universities to market their assets to visitors.

•  RCLA New Library. •  Market spaces to meeting planners.

4. C  ontinue Air Team SRQ relationship to work alongside and in collaboration with BACVB and SRQ to entice and enhance more air service into SRQ.

• Maintain new air service fund to incent airlines to use.

5. R  efine Marketing Grant program to provide organizations with access to VSC marketing power and knowledge.

• Provide direct support for Englewood WaterFest by focusing on activities which promote Englewood Village.

6. B  ring industry trends and knowledge back to Sarasota County and share with the community.

• Share trends with industry through monthly Tourism University.



• Elevate professionalism and transparency of tourism through leadership in Destination Management Accreditation Program.



• Share insights with local organizations such as Siesta Chamber Marketing Committee, Englewood Chamber Tourism Assembly, etc.

Outcomes:

• Generate a minimum of $60,000,000 of economic impact through sponsored sporting events.



• Increase the number of sports events occurring in May, July, August or September by no less than 5.



• Increase the number of sports events occurring in Venice, Englewood, North Port and barrier islands by no less than 5.



• Increase the number of events occurring and rowers training in the Sarasota-Bradenton area by 10%.



• Collaborate with 2 professional and 2 community theatre troupes for the Inaugural May Theatre Month.



• Host 4 “arts-focused” influencers to generate PR for new arts & cultural assets.

GOAL THREE: ENHANCED VISITOR SERVICES Elevate the Visitor Experience through enhanced visitor services. 2016 Theme: Deliver visitor services to where the visitors are. 1. Utilize a multiple service point visitor service strategy

• Service points at the Mall at UTC, downtown Sarasota, the Visitor Information Vehicle (VIV), Ed Smith Stadium, Siesta Public Beach.



•  Partnerships with area chambers.



•  VSC will expand visitor services and its reach by touching more visitors than ever.

2. Make available online multilingual content highlighting area amenities.

• Use supporting SEO to ensure success.

3. Create a new Community and Visitor Service Manager position.

• Establish a Destination Ambassador School that would provide consistent training for area volunteers. •  Maximize community welcome for sports and special events.



4. Utilize events calendar system to its full ability

• Ensure that all areas within the county have robust offerings included on VisitSarasota.org and within App.

Fulfillment, Telecommunications and Postage Telecommunication and postage budgets are used for prompt response to consumer inquiries, tracking of advertising effectiveness and shipping of materials for travel trade shows. Every marketing and sales program undertaken by VSC has a unique call to action in order to track the effectiveness of each effort. These are done through unique toll free numbers, special campaign landing pages, etc. The telecommunications and mail processing response are critical success factors in tracking and providing excellent customer service. Despite new technology, visitors and travel professionals still want the traditional destination visitor guide mailed to them. As in the past, the Official Visitor Guide for Sarasota County is 100% funded by the private sector. Objectives

1. Provide destination training for fulfillment operators at least once a year.



2. Do annual review of all telephone and text chat scripts.



3. Provide monthly updates to fulfillment centers on major destination activities and promotions.



4. “Secret shop” fulfillment on a monthly basis.



5. Continue first class delivery of visitor guide.



6. C  ontinue the Chamber mailing partnership with the Longboat Key, Venice Area and Siesta Key Chambers.

Administrative and Professional Services One thing that was made clear as the community developed the new tourism strategy in 2012 is that they wanted to see VSC involved in more sales, in engaging the community to promoting Sarasota County and in creating partnerships that promote tourism. None of this can happen without the marketing and sales professionals of VSC. VSC is the organization that produces more with less funds and the organization is proud of this reputation. While in 2014 national tourism agencies devoted 37.4% to overhead, VSC is at 20%. While tourism agencies with similar budget sizes have staffing levels of 25, VSC will have 20. The professional fee only covers a portion of the personnel costs of VSC employees directly associated with the contract. Private sector funds pay for the balance of the marketing team expenses, cost of the office lease, utilities, etc. Tactics:

1. This will be the 10th year that the VSC has held the Professional Services Fee to 20% of the budget.

Administrative and Professional Services Outcomes:

•  VSC will achieve the outcomes for FY 2016 while bringing many projects in-house.

Outcomes:

•  Establish a baseline of multilingual traffic to VSC website platforms.



•  Increase traffic to VisitSarasota.org Events Calendar by 2%.



•  Overall growth in visitor services interactions at combined locations by 5% over FY 2015.

SARASOTA CONVENTION & VISITORS BUREAU dba VISIT SARASOTA COUNTY FY2016 STRATEGY BUDGET Draft 6/2/2015 REVENUE

Budget Budget Budget 2016 2015 2014 $ 2,163,900 $ 1,347,900 $ 2,110,346 5,768,900 4,908,640 4,739,872 (291,000) (194,000) (97,000) (754,000) (1,162,000) (1,415,000) $ 6,226,800 $ 5,308,540 $ 5,591,218 769,500 $ 6,360,718

County Estimate of Available Fund Balance County Estimate of TDT Revenue and Interest County Reserve - 2017 World Rowing TV Production County 60-90 day Reserve County Estimate of VSC Available Revenue Contract/Budget Amendment

EXPENSE

Goal 1 - Destination Brand

Advertising - (Cultural, Sports, Nature, Culinary, Meetings) Web Online Public Relations Social Content Meetings International Sales Market Research Subtotal

Goal 2 - Destination Development

Sports Grand Prix Boat Race 2017 World Rowing Promotion Subtotal

Budget 2015

Budget 2014

$ 1,885,400 275,000 320,000 55,000 175,000 300,000 230,000 $ 3,240,400

$ 1,665,400 275,000 310,000 55,000 137,000 196,200 202,000 $ 2,840,600

$ 1,924,218 456,000 385,000 55,000 170,000 226,500 194,000 $ 3,410,718

-3.06% -39.69% -16.88% 0.00% 14.71% 32.45% 18.56% -4.99%

$

$

$

$

480,240 72,500 375,200 927,940

398,500 72,500 866,000 $ 1,337,000

81.93% 0.00% 27.59% -49.19% 0.41%

$

$

73,000 86,000 145,000 304,000

80,000 90,000 153,000 323,000

84.88% -10.00% -8.50% 14.21%

725,000 85,000 92,500 440,000 $ 1,342,500

Goal 3 - Enhanced Visitor Services

Visitor Services Telecommunications Postage & Shipping Subtotal

2016 VS. 2014

Budget 2016

$ $

Administrative Professional Services

147,900 81,000 140,000 368,900

$

50,000 1,095,000

50,000 1,066,000

50,000 1,090,000

0.00% 0.46%

$ 6,096,800

$ 5,188,540

$ 6,210,718

-1.83%

130,000

120,000

150,000

-13.33%

Total (VSC Contract)

$ 6,226,800

$ 5,308,540

$ 6,360,718

-2.11%

Note: Private Sector Contribution (10% required match)

$

$

$

-1.83%

Total (VSC Budget) EDC Film Office

Page 1 of 18

609,680

518,854

621,072

ADVERTISING

Detail

Traditional Media

2016 Budget

715,000.00

Digital Media

653,000.00

Professional Development

735,000.00 653,000.00

5,000.00

5,000.00

Production Costs

12,400.00

Membership Placement Contingency

50,000.00

AGENCY FEES Creative Fees - New Creative Development Digital Agency Buying and Management Fees Traditional Media Buying Agency Fees

250,000.00 111,000.00 69,000.00

Total Advertising Budget

WEB ONLINE IDSS subscription fees IDSS ExactTarget subscription Domain renewals Monthly web hosting & maint. hours E-Newsletter blasting

1,885,400.00

Search Engine Optimization & Testing 3rd party online projects Professional Development Contingency Total Web Budget

430,000.00

1,885,400.00

2016 Budget

20,000.00 5,000.00 2,000.00

20,000.00 5,000.00 2,000.00

31,440.00

Page 2 of 18

Special Projects and web enhancements

50,000.00

Detail

32,500.00

Monthly web hosting and maintenance

12,400.00

25,000.00 86,060.00

31,440.00 32,500.00 25,000.00 86,060.00

8,000.00

8,000.00

35,000.00

35,000.00

5,000.00

5,000.00

25,000.00

25,000.00

275,000.00

275,000.00

Detail

PUBLIC RELATIONS Media Development Media Kit Creation, Clips, Wire Fees Press Trip Expenses (Domestic & International) Post/ Pre IPW Media Trip Satellite Media Tour/Ground Media Tour

10,500.00 15,500.00 5,000.00 15,000.00

Outreach Media receptions / Missions (VF, STS, & VSC) SATW Award Entries (Compilation/fees)

15,000.00 2,500.00 2,000.00

Professional Development Florida Public Relations Association Public Relations Society of America SATW membership International In-House PR IPW New Orleans International Outreach

3,000.00 3,000.00 500.00 3,000.00 5,000.00

Projects:

53,000.00

Contingency

2,000.00

DOMESTIC PR FIRM RETAINER UK PR FIRM RETAINER GERMAN PR FIRM RETAINER Total PR Budget

Outreach Community Engagement

Professional Development SOMeT (Social Media / DMAI)

6,500.00

8,000.00

53,000.00 2,000.00

320,000.00

320,000.00

40,000.00 5,000.00 2,500.00 2,500.00

Total Social Content Budget

19,500.00

100,000.00 65,000.00 20,000.00

5,000.00

Content Creation Freelance Writing/Copy, Video/Photography Page 4 of 18 Equipment/Software Mileage/Admission

46,000.00

100,000.00 65,000.00 20,000.00

Detail

SOCIAL CONTENT

2016 Budget

55,000.00

2016 Budget 5,000.00 47,500.00

2,500.00

55,000.00

MEETINGS

Detail

Meeting Sales Efforts & FAM Efforts Sales Incentive Marketing Activities Florida Encounter Xsite Tallahassee

11,480.00 2,100.00 1,800.00

Global Pharmaceutival/Medical Meetings Summit Smart Meetings #1 Visit Florida VIP #1 - ATL Visit Florida VIP #2 - FL or Charlotte Collaborate Marketplace Connect Marketplace Baseball Event- Camden Yards Baseball Event- Nationals Park Meeting Planner FAM #1 Meeting Planner FAM #2 Meeting Planner FAM #3 MPI Chapter Meetings Florida Meetings Showcase Meeting Spots Tallahassee HSMAI Chapter Meetings CVENT Marketing Program Helmsbriscoe Value Partnership

8,000.00 3,500.00 3,000.00 3,000.00 4,800.00 4,800.00 3,500.00 3,500.00 6,000.00 6,000.00 6,000.00 300.00 2,000.00 1,200.00 2,000.00 16,000.00 5,000.00

Motorcoach Sales Efforts Tour Operator FAM ABA Marketplace Mail Campaign Advertisment with Great Day Tour & Travel Wedding Sales Efforts Weddings Salon Brides Against Breast Cancer Advertising Professional Development DMAI Sales Academy II STS Marketing College Promotions/ Incentives/ Sponsorships Planner Incentives Collateral Printing Site Visits DMAI Economic Impact Calculator In Destination Sponsorships Wizehive DMAI Membership Summit FISA Coaches Meeting - November Conferences MPI SEC Conference FSAE Annual Conference Memberships ABA Membership MPI Membership FSAE Membership HSMAI Membership RCMA Membership

3,500.00 2,700.00 350.00 1,500.00 8,000.00 5,000.00 2,000.00 2,200.00 1,000.00 1,000.00 2,000.00 3,500.00 19,000.00 1,400.00 8,000.00 5,000.00 1,700.00 1,700.00 500.00 495.00 240.00 385.00 195.00

Association Forum of Chicagoland Renewal Page 6 of 18 ASAE Membership Renewal Convention South Website/Magazine MPI Online Listing Renewal FSAE Membership Directory thetouroperator.com Contingency mileage Contingency Total Meetings Budget

420.00 400.00 235.00 395.00 195.00 2,000.00 500.00 5,510.00 175,000.00

2016 Budget 93,980.00

8,050.00

13,000.00

4,200.00 40,900.00

3,400.00 5,460.00

6,010.00

175,000.00

INTERNATIONAL

Detail

Trade Shows RSAA Summit FM Tours/Icelandair Florida Huddle IPW ITB US Airways Vacations Tradeshow

2,000.00 3,000.00 5,000.00 10,000.00 14,000.00 4,000.00

UK Marketing

UK Trade Representation UK Tour Operator Partnerships Online Travel Training

66,000.00 50,000.00 3,500.00

German Marketing

German Trade Representation German Tour Operator Partnerships

30,000.00 40,000.00

Canadian Marketing Efforts

Air Canada Vacations Canadian Agent/MICE Sales Mission Canadian Advertising

10,000.00 4,000.00 11,000.00

South American Marketing Efforts

1,600.00 14,000.00

VF Latin America Vacation Guide Copa Airlines Marketing

Travel Trade/ Leisure Development

Travel Impressions Team America VF International Visitor Guide Travel Trade/Receptive Sales Mission

3,500.00 750.00 3,000.00 3,000.00

Memberships

Receptive Association of America US Travel Association Visit USA Germany Visit USA UK Visit USA Ireland

700.00 975.00 1,400.00 950.00 1,000.00

Site Visits/FAMS

3,500.00 3,500.00 3,500.00 3,500.00

Ocean Holidays Funway Holidays BA Holidays Air Canada

Contingency

2016 Budget 38,000.00

119,500.00

70,000.00

25,000.00

15,600.00

10,250.00

5,025.00

14,000.00

2,625.00 2,625.00 Total International Budget Page 8 of 18

300,000.00

300,000.00

SPORTS

Detail

Tradeshows/ Conventions NASC Symposium Connect Sports US Rowing Convention SPORTS Fanfest Baltimore SPORTS Convention Tradeshows/ Florida Sports Conventions Summit NASC Symposium Coaches Meeting TBD Connect Sports US RowingGrants Convention Regional Baltimore Fanfest FSRA Sculling SPORTS Convention FSRA Sweep FloridaHerr Sports Summit Eddie Tennis Coaches Meeting TBD Music Half Marathon

5,400.00 5,000.00 2,000.00 Detail 1,400.00 3,500.00 1,000.00 5,400.00 1,700.00 5,000.00 2,000.00 1,400.00 1,000.00 3,500.00 3,000.00 1,000.00 2,000.00 1,700.00 2,000.00

FLAGS Swim Meet Regional Grants Fox Lea Farms Concours I FSRA Sculling Fox Lea Farms Concours II FSRA Sweep Eddie Herr Tennis Unallocated Sponsorship Dollars Music Half Marathon Major event Bids FLAGS Swim Meet Fox Lea Farms Concours I Bike Florida (pending) FoxSoccer Lea Farms Concours II (secured) US Winter Showcase

USL Soccer Nationals Tournament (secured) Unallocated Sponsorship Dollars Prospect Wire Baseball (secured) MajorBaseball event Bids AAU (secured)

Fox Lea Farms - Winter Event (pending) Bike FloridaRace (pending) Adventure - North Port (pending) US Rowing Soccer Winter Showcase (secured) US Olympic Trials (pending) USL Soccer Nationals FISA Coaches MeetingTournament (secured) Prospect WirePresident's Baseball (secured) Field Hockey Day Cup (secured) AAU Baseball (secured) Challenge Triathlon (secured) Fox Lea Farms - Winter(secured) Event (pending) Sunshine State Games Adventure Race - North Port (pending) Y of the USA Masters Swimming (secured) US Rowing Olympic Trials (pending) Major League Football (pending) FISA Coaches Meeting Event TBD Field Hockey President's Day Cup (secured) LPGA Legends Handa Cup (secured) Challenge Triathlon (secured) FISA Masters Bid Payment (pending) Sunshine Games (secured) USA BMXState National Event (pending) Y of the USA Masters (secured) Pentathlon World Cup Swimming Final (secured) Major League Football (pending) Sarasota Offshore Grand Prix (secured) ($85,000 + $15,000) Event TBDWorld Cup (pending) UCI BMX LPGA Legends Handa Cup (secured) FISA Masters Bid Payment (pending) Business Development USA BMX National Event (pending) Pentathlon World Cup SASA Sponsorship andFinal Dues(secured) Sarasota Offshore Grand Prixon (secured) Cost Associated with Bidding Events ($85,000 + $15,000) UCI BMX World Cup (pending) Mileage/Admission Wize Hive Grant Software Renewal Business Development Promo Items and Supplies USOC Athlete Meeting SASA Sponsorship and Dues Site Visits Cost Associated with Bidding on Events Advertising and Marketing of Sports Commission Mileage/Admission Community Engagement Program Wize Hive Grant Software Renewal Promo Items and Supplies USOC Athlete Meeting Page 10 of 18 Site Visits Advertising and Marketing of Sports Commission Community Engagement Program Business Development Sponsorships/ Programs Misc/Contingency Memberships Florida Sports Foundation NASC Other Sports Members

Page 10 of 18

4,000.00 1,000.00 1,000.00 2,000.00 3,000.00 2,000.00 77,500.00 2,000.00 4,000.00 1,000.00 5,000.00 2,000.00 10,000.00

10,000.00 77,500.00 10,000.00 10,000.00 10,000.00 5,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 12,500.00 10,000.00 15,000.00 10,000.00 15,000.00 10,000.00 15,000.00 10,000.00 15,000.00 10,000.00 15,000.00 12,500.00 20,000.00 15,000.00 20,000.00 15,000.00 30,000.00 15,000.00 100,000.00 15,000.00 100,000.00 15,000.00 180,000.00 20,000.00 20,000.00 30,000.00 100,000.00 1,000.00 100,000.00 2,500.00 180,000.00 3,200.00 4,200.00 5,000.00 5,000.00 1,000.00 6,500.00 2,500.00 10,000.00 3,200.00 15,000.00 4,200.00 5,000.00 5,000.00 6,500.00 10,000.00 15,000.00 15,000.00 5,500.00 1,000.00 850.00 250.00

Total Sports Budget

810,000.00

2016 Budget 20,000.00

2016 Budget 20,000.00

92,500.00

92,500.00

622,500.00

622,500.00

72,900.00

72,900.00

2,100.00

810,000.00

PROMOTION

Detail

Promotional VF Welcome Center ads & distrib USTA Meetings Baltimore O's promo and events Marketing Tools, graphics promo

5,000.00 4,000.00 20,000.00 60,000.00

Leadership - Professional Development Visit FL & FADMO Global industry trends & mtgs Strategic Planning RCLA New Product Dev Grants New Product Dev Grant & Sports Grant Management Cycle Map reprint Reprint of Discover Natural Sarasota Mote Beach Conditions Englewood Waterfest Sponsorship Fireworks Sponsorships(Venice, Englewood, Siesta)

7,000.00 17,000.00 4,000.00 2,000.00 80,000.00 4,000.00 3,500.00 6,500.00 15,000.00 10,000.00 12,500.00

Contingency

2016 Budget 89,000.00

161,500.00

95,000.00

Airline grant match fund Contingency

75,000.00 20,000.00

Dues, Subscriptions & Sponsorships VISIT FLORIDA DMAI Southeast Tourism Society Florida Restaurant and Lodging Travel Trade Journals FADMO

5,000.00 7,000.00 1,000.00 250.00 1,000.00 7,500.00

Cultural Development local initiatives and sponsorships Shows and Conferences - ESTO- AFTA Arts and Culture Development in market Arts and Culture FAM Artistic Expression campaign and activation (200,000) Cultural Memberships Florida Attractions Association Americans for the Arts

12,000.00 11,000.00 14,000.00 35,000.00

250.00 500.00 Total Promotion Budget Page 13 of 18

440,000.00

21,750.00

72,000.00

750.00

440,000.00

2016 Budget

Detail

WORLD ROWING Rowing 2017 Payment on Three Year of Commercial Rights (G2.1) FISA Officials Visit (G1.1)

32,500.00 10,000.00 25,000.00 5,000.00 20,000.00

Delegation Travel Costs for World Cups/Championships (A4.1)

Promotion (A5) Support of FISA Coaches Meeting (G1.1)

Total World Rowing Budget

92,500.00

Monthly ADR & Occupancy Special Projects Smith Travel Research STR Report Focus Group and special research projects

Total Research Budget

92,500.00

2016 Budget

Detail

RESEARCH

92,500.00

126,000 6,000 98,000

126,000 104,000

230,000

230,000

Page 12 of 18

Detail

VISITOR SERVICES PROJECTS Visitor Center Enhancements Specialized collateral Community Engagement Ambassador continued training Visitor Information Vehicle Tradeshow / Sales Mall at UTC sponsorship package

Page 9 of 18

Total Visitor Services Budget

20,900.00 15,000.00 20,000.00 10,000.00 15,000.00 7,000.00 60,000.00 147,900.00

2016 Budget 147,900.00

147,900.00

Detail

TELECOMMUNICATIONS Phase V Telephone Service & Lease Comcast - Admin. Comcast - Visitors Center Anexio monthly support Verizon Wireless Long distance telephone service - TTE Clean Pix Conference calls Total Telecommunications Budget

POSTAGE Phase V postage & shipping, mail processing VSC in house postage costs Shipping carrier costs & Int'l Chamber mailing program

53,000.00 6,600.00 3,400.00 1,200.00 9,000.00 1,800.00 4,200.00 1,800.00

2016 Budget 53,000.00 28,000.00

81,000.00

81,000.00

Detail

2016 Budget

97,900.00 6,000.00 15,000.00

97,900.00 6,000.00 15,000.00

Venice Chamber Siesta Longboat Key Chamber

3,600.00 16,000.00 1,500.00

Total Postage Budget

140,000.00

21,100.00

140,000.00

Page 15 of 18

Detail

ADMINISTRATION Computer maintenace Computer supplies & equipment

20,000 10,000

Office Supplies Legal Fees

10,000 10,000

Total Administration Budget

MANAGEMENT FEE

Page 16 of 18

Professional Marketing Personnel Total Management Fee Budget

50,000

2016 Budget 20,000 10,000 10,000 10,000 50,000

Detail

2016 Budget

1,095,000

1,095,000

1,095,000

1,095,000

For more information about VISIT SARASOTA COUNTY please contact: Administrative Offices 1777 Main Street, Suite 302 Sarasota, FL 34236 (941) 955-0991 Visitor Information Center 14 North Lemon Avenue, Downtown Sarasota Visitor Information Kiosk The Mall at University Town Center

visitsarasota.org visitsarasota.org