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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

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The Early Years

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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.

  9. 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

  10. Economic Impact on the Community • Source: Travel Industry Association

  11. 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

  12. 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

  13. 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

  14. 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 %

  15. Tourist Tax Revenue Distribution

  16. 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

  17. Impacts of Tourism Direct & Induced 20062007D % • Q1 $409,454,804 $441,979,240 +7.9 • Q2 315,895,452 327,945,524 +3.8 • Q3 152,491,376 161,211,468 +5.7 • Q4 231,983,409 248,486,094 +7.1 • Annual$ 1,109,825,041 $1,179,622,326 +6.3

  18. Visitor Origins2007 Visitors D % 200706-07

  19. Purpose of Trip (%)

  20. Visitor Profile Median Age (yrs) 49.4 Median HH Income $134,872 Spending Per Person/Day $137.12

  21. PARTY SIZE/LENGTH OF STAY Party Size (people) 2.8 Length of Stay in Collier (Days) 6.0

  22. Visitor Attitudes Very Satisfied 82.7 % Satisfied 13.9 % Combined 96.6 % Would Recommend 94.1 % Return Next Year 55.8 %

  23. International Visitation

  24. 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

  25. 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

  26. RFP Progression • 2005 sent 91 RFP’s • 2006 sent 131 RFP’s +44% • 2007 sent 184 RFP’s +40%

  27. 2005 -2007 Group Meeting Economic Impact • 2005 $2,701,243 • 2006 $10,171,825 + 276% • 2007 $13,827,733 + 36%

  28. 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

  29. TOTAL PROJECTS 82 81 66

  30. PRODUCTION REVENUE COMPARISON 2007 $2.07 Million 2006 $1.4 Million 2005 $1.2 Million

  31. Sports Marketing 2007 • 33 Events • 1,696 Hotel Room Nights • $2.4 Million Economic Impact Ralph Pryor, Sports Coordinator

  32. Sports Marketing Hotel Sports Business

  33. Web Site Trends • Unique Visitor Growth +193% 2005- 2007 +27% 2006- 2007 Miles Media Group

  34. Web Site Unique Visitors

  35. User Sessions

  36. 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

  37. Questions?

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