FY 2015 Annual Report to the Tourist Development Council November 19, 2015

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FY 2015 Was A Successful Year! → Plan generated a 9.3% increase in number of visitors received in the destination compared to FY14. → Plan generated a 12% increase in direct visitor expenditures in the destination compared to FY14. → Spike in visitation from the Baltimore/DC Area. (Thanks Baltimore O’s!) → Secured the World Masters Rowing for 2018!

Goal 1:Destination Brand Highlights → TripAdvisor Traveler’s Choice Award for Best Beach → Venice, Florida named the No. 2 spot in Coastal Living's Top 10 Seaside Towns in America

→ Successful 10th Annual Savor Sarasota Restaurant Week! (61 Restaurants Participated!) → BRAND NEW “Let’s Eat Englewood” Restaurant Week → Successful VIP PASS Participation for Industry VIP’s

Advertising - Secured $162,254 in added value for the traditional media plan. Exceeding our goal by 119%. - Delivered 9,165 SIT (Signal of Intent to Travel) conversions. Exceeding our goal by 917%.

Website Content Hub - Content Library on VisitSarasota.org; SpinGo events and GetSmart CTAs Expanded Email Platform - A/B competitive eNewsletter versions, inhouse Arts-Niche variant 30% SEO Labor Savings over FY 2014: - Goal = Spend $4,900, Spent $3,000 3rd Party App - GetSmart image CTAs, Savor Sarasota Mobile App, SpinGo events & GetSmart Increase Traffic to Arts Microsite - FY14 traffic 65.1k; 101.6k sessions

FY15

Media Relations -

Earned 37.2 million print impressions; 1.9 billion online impressions and 33 million broadcast impressions. This is 40% more than in FY2014. - Won numerous awards for Visit Sarasota County’s programs and work Including the VSC Arts Campaign, website and weddings brochure. - Outreached to new markets such as Ottawa, Canada and continued to penetrate strong markets such as New York City and Washington, DC.

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Content Development & Social Engagement -

Social traffic to VisitSarasota.org increased 2.5 times Inspired engagement and conversation on Facebook, Twitter and Instagram

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133 pieces of content created, including articles and videos spanning culinary, nightlife, nature, arts, sports, shopping, beaches, and seasonal events.

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Also created: Fishing Guide, Visitor Guide, updated discover Natural Sarasota Guide.

Venice video generated 28,333 views, 380 shares, and 280 likes

A “Summer Activities” video generated 14,875 views, 606 shares and 236 likes

This Siesta Key video generated 711,123 views, 1,279 shares, 2,875 likes, and 217 comments. 7

Meeting Sales - Completed a survey of 119 meeting planners nationwide to gauge awareness/satisfaction of Sarasota County as a meeting destination. - Sent 68% more group leads to area accommodations than in FY 2014. - Conducted 350 meeting planner appointments at 14 tradeshows. - Secured 25 group events for an area economic impact of $3.6 million. - Group business increased by $26.28 for every $1 VSC spent on sales efforts.

Group Sales - Strong push placed on making Sarasota County the premiere wedding destination on Florida’s Gulf Coast. - VSC wedding leads alone generated $141,000 in economic impact in FY15. - Exhibited at 2 Wedding tradeshows; Created/distributed an 8page wedding collateral brochure & WeddingsSarasota.org magnets to over 1,000 potential brides in key Sarasota County feeder markets. .

International Sales -

International visitation grew 2.8% over FY14, from 105,820 to 108,790 visitors.

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Focusing on the Canadian MICE Market, Visit Sarasota booked an International meeting for 110 attendees and $230,000 in total EI. • Each attendee represented $2,090 in EI to the area.

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Launched a Gulf Coast Shopping App for South American Market.

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Ran several marketing campaigns with international buyers: Air Canada Vacations; TeamAmerica; Travel Impressions; Vacations to America; America As You Like It; Micefinder.com.

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Trained 100 tour operators on a Pan Euro Sales Mission. • Netherlands, Germany, Switzerland

- Conducted 105 international tour op appointments at 3 international tradeshows • WTM, IPW, Florida Huddle

Goal Two: Destination Development Highlights Come see why we are Florida’s Cultural Coast ® → Though our strategic partnerships and increased participation in “Sarasota. Where Artistic Expression and Inspiration Meet” we were able to secure private funding for the continued sponsorship of the Tanglewood Festival where over 40,000 arts lovers attended the weekend with VSC Activation. → Expanded our Arts and Culture Brochure to include more partners and promote visitation to VisitSarasotaArts.org – this piece is now being distributed thought VISIT FLORIDA welcome centers. → Launched our first “teaser” email to those attending recent Arts activations and requested more information about Sarasota County’s Cultural offerings. 11

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Sports Engagement - Attended S.P.O.R.T.S. The Relationship Conference for the first time - Supported 112 events, an increase of 57% from 2014 - Hosted 54 rowing and other team training events - Hosted 17 events in Venice, Englewood, and North Port generating over $9 million in economic impact and 11,532 room nights - Generated 81,762 room nights in Sarasota County - Generated over $117 million in economic impact to Sarasota County

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Community Outreach - 9 FREE Tourism University Events; Topics varied from Social Media, to Working with Meeting Planners, and everything in between. Average 17 VSC Partners at Each.

- Both New & Old Marketing Grant Recipients Marie Selby Gardens; Sarasota Opera; Sarasota Orchestra; Senior Friendship Centers, Venice Art Center, Science & Environmental Council of Southwest Florida; Big Cat Habitat; Lemon Bay Sunrise Rotary; Siesta Beach Festival; Suncoast Foundation of Handicapped Children

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Goal Three: Enhanced Visitor Services Highlights → Established and served up visitor information to thousands of visitors to the new UTC kiosk. Private

Sector → Established the “Step Right Up” destination training videos and County Funds served them up Contract to over 500 local ambassadors. Funds

→ VIV was on the road from Polo grounds and NBP to Englewood Farmers Market and all points in between.

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Questions? Virginia Haley, CDME President Visit Sarasota County [email protected] 17