The early years
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The Early Years. Chokoloskee & Everglades Home to Isolated Settlers 1880’s Playground for Affluent Northerners & Sportsmen 1928 Barron Collier Completed Tamiami Trail to Miami Collier Purchased Million + Acres to Develop Named it Collier County Collier Developed Everglades City

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The Early Years

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The early years

The Early Years

  • Chokoloskee & Everglades

    Home to Isolated Settlers

  • 1880’s Playground for Affluent Northerners & Sportsmen

  • 1928 Barron Collier Completed Tamiami Trail to Miami

  • Collier Purchased

    • Million + Acres to Develop

    • Named it Collier County

  • Collier Developed Everglades City

    • First County Seat


The growth era 1950 1980

The Growth Era 1950- 1980

  • Population Grew from 6,500 to 85,000

  • Real Estate Development Became County’s # 1 Growth Industry

  • Naples Began to Develop

    Near Water

  • County Seat Moved to Naples

    in 1962

  • Marco Island Developed 1962

    Deltona Corp. - Mackle Brothers


Tourism era 1980 2002

Tourism Era 1980-2002

  • The Ritz-Carlton, Naples establishes upscale product

  • Naples Visitor Bureau formed

    • 5 Major Resorts Promote the Area

  • Naples & Marco Island Chambers Promote Their Areas

  • Tourism Alliance Formed to Market the Destination

  • County-Wide Workshops 2002

  • Naples, Marco Island, Everglades Convention & Visitors Bureau formed in 2003

  • Many Visitors Purchased Real Estate


Tourism growth period 2003 present

Tourism Growth Period 2003 - Present

  • Community-Wide Branding Exercise- 2004

    • Paradise Coast- New Brand

    • Florida’s Last Paradise- Brand Promise

  • New Campaign Launched - Summer 2004

  • Fourth Cent of Tourist Tax Approved 2005

    • Added $3 Million to Marketing- 15% to 35% of Revenue

    • Off - Season Promotion to Grow Visitation & Impact

  • Shift of Home Buyers to Short Term Visitors

  • Differentiated Seasonal Residents & Short Term Visitors


Naples marco island everglades convention visitors bureau

NAPLES, MARCO ISLAND,EVERGLADESCONVENTION & VISITORS BUREAU

  • Destination Marketing Organization

  • Official Tourism Promotion Organization for Collier County

    • Per Resolution 2002-501

  • Trusted Source for Travel Information about Collier County


2006 cvb accreditation

2006 CVB Accreditation

  • By Destination Marketing Accreditation Program (DMAP)

  • Met or Exceeded 80 Standards of Governance, Finance, Operations, Technology, Marketing, Sales, Communications, Branding, Research

  • 50 CVB’s Accredited in U.S. Canada and Puerto Rico

  • We were first in Florida and 10th in U.S.

    • Currently 4 Accredited CVB’s in Florida


What we do

What We Do

  • Promote Collier County as a tourism destination of choice world-wide

  • Basic Tools of our Business

    • Paid Advertising

    • Public Relations & Communications

    • Sales Initiatives

    • Promotions

    • Sports & Training Events

    • Film & Entertainment Initiatives


The early years

OUR MISSION STATEMENT

To promote year-round distinctive, world-class vacation and group meeting experiences, resulting in positive economic growth and stability for Collier County.

OUR VISION STATEMENT

To be recognized as the most desirable year-round visitor destination in the world.


Tourism is second largest private sector industry in the u s

Tourism is Second Largest Private Sector Industryin the U.S.

  • $740 Direct Tourism Expenditures

  • $1.6 Trillion in Visitor Economic Impact

  • 7.5 Million Tourism Industry Jobs

  • $178 Billion Tourism Industry Payroll

  • $110 Billion Tax Revenue

“I think the importance of travel and tourism goes far beyond economics. Experiencing America firsthand provides outstanding educational opportunities and is terrific for personal growth. And where in the world is there a more beautiful place to travel, have fun, and relax than in America?”

President Ronald Regan

Feb. 1, 1984


Economic impact on the community

Economic Impact on the Community

  • Source: Travel Industry Association


Tourism is florida s largest private sector industry

Tourism is Florida’s Largest Private Sector Industry

  • 82.4 Million Visitors

  • $59.6 Billion in Visitor Spending

  • $3.6 Billion in Sales Tax Revenue

  • 991,300 Jobs

  • $12.8 Billion Tourism Payroll


The value of tourism to collier county

The Value of Tourism to Collier County

  • Visitor Spending Throughout Community

  • Sales Revenue to Most Area Businesses

  • Tax Revenue to Local Government

    • Helps Build Roads and Support Schools

  • Year-Round Employment Opportunities- New Jobs

  • Tax Savings to Collier County Residents

  • More Shopping, Restaurants, Arts & Culture


The early years

Tourism is Collier County’s Largest Private Sector Industry2007 Results

  • 1.4 Million Visitors -0.6%

  • $791.2 Million in Direct Visitor Expenditures +6.3%

  • $1.2 Billion in Visitor Economic Impact +6.3%

  • $14.5 Million Tourist Tax Revenue +5.0%

  • 31,300 Tourism Industry Jobs (p) +2.6%

  • $897 Million Tourism Industry Wages (p) Even


Visitor contributions to collier county economy

Visitor Contributionsto Collier County Economy

  • $78.5 Million in Sales & Gas Tax Revenue +6.1%

  • $649 Tax Savings to 120K Collier Households +18.6%

  • 67.0% Hotel Occupancy -0.02%

  • $167.40 Average Daily Accommodation Rate +7.4 %


Tourist tax revenue distribution

Tourist Tax Revenue Distribution


Number of visitors

Number of Visitors

2007D %

  • Quarter 1487,180 0.0

  • Quarter 2334,600 -2.5

  • Quarter 3253,770-0.1

  • Quarter 4318,270+0.3

  • Annual1,393,820-0.6


Impacts of tourism direct induced

Impacts of Tourism Direct & Induced

20062007D %

  • Q1 $409,454,804$441,979,240+7.9

  • Q2315,895,452 327,945,524+3.8

  • Q3 152,491,376 161,211,468+5.7

  • Q4 231,983,409 248,486,094 +7.1

  • Annual$ 1,109,825,041 $1,179,622,326+6.3


Visitor origins 2007 visitors

Visitor Origins2007 Visitors

D %

200706-07


Purpose of trip

Purpose of Trip (%)


The early years

Visitor Profile

Median Age (yrs) 49.4

Median HH Income$134,872

Spending Per Person/Day $137.12


The early years

PARTY SIZE/LENGTH OF STAY

Party Size (people)2.8

Length of Stay in Collier (Days)6.0


The early years

Visitor Attitudes

Very Satisfied82.7 %

Satisfied13.9 %

Combined96.6 %

Would Recommend94.1 %

Return Next Year55.8 %


International visitation

International Visitation


Pr communications accomplishments 2007

PR & Communications Accomplishments 2007

  • Excellent focus on outdoor, luxury and family media produces quality coverage

  • Secured BCF as CVB PR Agency

  • Ad Value to Purchase Publicity Space - $8.1 million

  • Actual Value of Objective Editorial Coverage - $24.4 million

  • JoNell Modys, PR & Communications Manager


2007 sales leads report

2007 Sales Leads Report

  • 184 RFP’s sent to hotels in 2007

    • Over 76,000 potential room nights

    • Booked 34 groups

    • 17,000 estimated room nights

    • Over $2,828,000 in room revenue

Debi DeBenedetto, CHA

Tourism Sales & Marketing Manager


Rfp progression

RFP Progression

  • 2005 sent 91 RFP’s

  • 2006 sent 131 RFP’s +44%

  • 2007 sent 184 RFP’s +40%


2005 2007 group meeting economic impact

2005 -2007 Group Meeting Economic Impact

  • 2005 $2,701,243

  • 2006$10,171,825+ 276%

  • 2007$13,827,733+ 36%


Film commission highlights 2007

Film Commission Highlights 2007

  • 3 NATIONAL COMMERCIALS

  • 28 PRINT PROJECTS

  • 9 TV COMMERCIALS

  • 14 TV SEGMENTS/SERIES

  • 5 DOC/EDUCATIONAL

  • 10 VIDEO/FILM

Maggie McCarty, Film Commissioner


The early years

TOTAL PROJECTS

82

81

66


The early years

PRODUCTION REVENUE COMPARISON

2007

$2.07 Million

2006

$1.4 Million

2005

$1.2 Million


Sports marketing 2007

Sports Marketing 2007

  • 33 Events

  • 1,696 Hotel Room Nights

  • $2.4 Million Economic Impact

Ralph Pryor, Sports Coordinator


Hotel sports business

Sports Marketing

Hotel Sports Business


Web site trends

Web Site Trends

  • Unique Visitor Growth

    +193% 2005- 2007

    +27% 2006- 2007

Miles Media Group


Web site unique visitors

Web Site Unique Visitors


User sessions

User Sessions


Green initiative

Green Initiative

  • Goal of 10 Certified Green Lodging Properties in 2008

    • 7 “One Palm” Properties to Date

    • 6 More in the cue

      SEE Certification

      6 Collier Eco Operators to Date


Questions

Questions?


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