PASCO COUNTY TOURIST DEVELOPMENT COUNCIL

Transcription

1 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL September 20, :30 a.m. Historic Courthouse, Dade City, FL TABLE OF CONTENT Content Page TDC Agenda 2 TD Florida Hospital Center Ice Advertising Opportunity 3 TD Attachment 1 FHCI Advertising Opportunity 4 TD Florida Hospital Center Ice Annual Event Funding Agreement 12 TD Attachment 1 FHCI Annual Event Report 14 TD Tourism Office Report TD Attachment 1 Projects Report 25 28

2 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL September 20, 2017, 9:30 a.m. Historic Courthouse Dade City, FL Tourist Development Council Members The Honorable Kathryn Starkey Chairman, BCC The Honorable Chopper Davis Councilman, City of New Port Richey Adam Friedrich Holiday Inn Express & Suites Trinity Piyush Mulji Hampton Inn Dade City / Zephyrhills The Honorable Camille Hernandez Vice Chair, Mayor, City of Dade City Lisa Roberts Brill Homewood Suites Tampa/Port Richey Thomas Dempsey Saddlebrook Resort Adam Sala Treehoppers Aerial Adventure Park Curtis Beebe Restaurateur AGENDA 1. CALL TO ORDER 9:30 a.m. 2. Invocation, Pledge of Allegiance 3. Roll Call 4. Public Comment 5. Welcome & Introduction of Adam Thomas, Tourism Director 6. Florida Hospital Center Ice Advertising Opportunity TD Event Funding Proposal FHCI TD Tourism Office Report TD Board Member Comments 10. Adjournment Next Meeting: October 18, 2017 West Pasco Government Center, New Port Richey

3 BOARD OF COUNTY COMMISSIONERS AGENDA MEMORANDUM COUNCIL MEMBERS: ALL FILE NO.: TD DATE: 9/15/17 SUBJECT: Florida Hospital Center Ice Advertising Opportunity THRU: FROM: Cathy Pearson, Assistant County Administrator (Public Services Branch) Consuelo Sanchez, Tourism Program Manager RECOMMENDED BOARD ACTION: Tourism Development Council (TDC) review the various advertising options at the Florida Hospital Center Ice and give direction to the Office of Tourism Office. BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS: The Florida Hospital Center Ice (FHCI), which began operations in Wesley Chapel in February 2017, is the largest Ice rink sports complex in the Southeast United States. In just seven months of operations, they have already hosted Local, Regional, National, and International events. These events have brought over 50,000 visitors into Pasco County from all over the country and the world, and are having an impressive, positive impact on businesses in the Tampa Bay region. The Office of Tourism Development (OTD) has attended multiple major events at this facility, observing and interacting with visitors who have come to this area specifically to participate in the various training camps, tournaments, and special events at FHCI. Overall these visitors are unaware that they are actually in Pasco County, instead believing they are in North Tampa. The FHCI has developed and promoted several advertising opportunities for local businesses; sadly, the majority of the Pasco-based companies have chosen not to participate. Various Tampa businesses have taken advantage of this offer: for instance, Busch Gardens sponsors the Main NHL rink, which entitled them to name the rink it is now known as the Busch Gardens Rink. The OTD considers these advertising options an excellent way to promote Pasco County and its attractions, and make visitors to the FHCI aware of not only where they are, but of the exciting activities available to them in Pasco County. By advertising at the FHCI, Visit Pasco can showcase the natural beauty of our County as well as further entice these visitors to spend their time and tourism dollars here at our various attractions, rather than going to our neighboring counties. The OTD proposes that the TDC review the various advertising (called sponsorships) options available in Attachment #1 including the custom packages that the FHCI created for Visit Pasco, following the request made by TDC s on July 19, 2017, and provide directions to the OTD. FISCAL IMPACT/COST/REVENUE STATEMENT: If the TDC recommends moving forward with this initiative, a budget amendment will be needed in order to transfer the recommended funds from Promotions Reserves to the Promotions account. ATTACHMENT(S): TD ATT #1 Florida Hospital Center Ice Sponsorship Opportunities TD Page 1 of 1

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12 BOARD OF COUNTY COMMISSIONERS AGENDA MEMORANDUM COUNCIL MEMBERS: ALL FILE NO.: TD DATE: 9/14/17 SUBJECT: Annual Event Funding Agreement - Florida Hospital Center Ice Up to $20,000/year THRU: FROM: Cathy Pearson, Assistant County Administrator (Public Services Branch) Consuelo Sanchez, Tourism Program Manager RECOMMENDED BOARD ACTION: Tourist Development Council (TDC) recommends the Board of County Commissioners approve the Annual Event Funding Agreement with the Florida Hospital Center Ice (FHCI) for up to $20,000/year. BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS: The Florida Hospital Center Ice (FHCI), which began operations in Wesley Chapel in February 2017, is the largest ice rink sports complex in the Southeast United States. In just seven months of operations, they have already hosted Local, Regional, National, and International events (See attachment No. 1). These events have brought over 50,000 visitors into Pasco County from all over the country and the world, and are having an impressive, positive impact on businesses in the Tampa Bay region. This success has been achieved in part to one of the marketing strategies implemented by the FHCI, which consists in offering the venue to major sports organizations, events producers, and Olympic coaches/players at no charge, in order to gain national and international visibility in the Hockey and Figure Skating Sport fields. The Office of Tourism Development (OTD) has attended several events hosted at this venue, and has the opportunity to get feedback from professional athletes, coaches and event organizers, and they all have agreed that the FHCI is a State-of-the-art facility, which offers what no other venue has to offer in this country: Onsite sports medicine clinic with an evaluation and treatment room. Staff at the Sport Performance Center that bring years of performance training experience and consists of the Florida Hospital Director of Sports Medicine and Performance, Dr. Barbara Morris, Sport Performance Director, Connor Lyons, and Head Athletic Trainer, Mike Merren. Athletes who train at the facility have the option to get a functional movement assessment from the sports medicine staff. They also can be tested by the performance coaches, and access to customized program will be created set to the specific needs of individual s development. Fully equipped fitness center with over 2,000 square feet of space including a gym and yoga room, plus 90 yards of indoor turf designed to get the best out of the athletes. The turf provides enough space for medicine ball work, sled pushing and dragging, long loaded carries and short or long sprints. In addition to the feedback from users, the OTD has also been requesting feedback from hoteliers and business in the area, noticing that since the FHCI opened, their businesses have been significantly beneficiated by the operations of this venue. The OTD considers that with County support and a better marketing strategy, this facility has the potential to bring endless opportunities to Pasco. TD Page 1 of 2

13 The OTD is recommending to support the FHCI s effort to bring visitors to Pasco County by providing funding for up to $20,000/year for all events that are directly produced by the FHCI and/or events that the FHCI is hosting at no charge, including past events such as the USA Hockey Women s National Team Tryouts, USA Hockey Adult Men s Hockey Playoffs, the USA Hockey Women s training program for the Olympics, and the training program for Olympic figure skaters, as long as evidence of room nights can be provided to the County. It is important to highlight that these events have contributed to put Pasco County on the sports map and that the FHCI will continue to draw major events to our area. The OTD is proposing to use the following room night performance-based matrix in order to calculate the funding amount: ROOM NIGHT PERFORMANCE-BASED MATRIX One-time events Multi-year events* After 2 nd event SEASON/EVENT TYPE Regional National International Regional National International Winter $ 7.50 $ 9.50 $ $ 9.50 $ $ Spring $ 9.00 $ $ $ $ $ Summer $ $ $ $ $ $ Fall $ 8.00 $ $ $ 9.00 $ $ Room block reports from hotels are the preferred method of reporting room data. However, a Room Night Certification Form is an acceptable means of tracking. For the Events that impose an online booking tool, it is the FHCI s responsibility to track room nights from overnight stays at all Pasco County accommodations. It should be noted that for the purpose of calculating creditable overnight stays, only rooms subject to Tourist Development Tax shall be included, i.e., rooms exempt from payment of tax or provided on a complimentary (free of charge) basis shall be excluded from the calculation. The FHCI is strongly encouraged to conduct its own room night surveys to verify room nights and hotels in order to complete the Room Night Certification Form for back up documentation should there be any discrepancies in determining the total number of room nights generated from the event. All documents verifying room nights must be signed by an authorized representative of the lodging partner. The FHCI will need to present a Post Event Report, room night certification or room block report along with an invoice for the performance-based amount to be paid after each event in order to be reimbursed. Following the event, the OTD reserves the right to conduct an audit of information presented for each funded event. All lodging accommodations listed may be contacted to confirm the number of room nights generated for the event. FISCAL IMPACT/COST/REVENUE STATEMENT: Funding for the action will be available from the Event Sponsorship Account, , in the FY 2016/2017 budget. ATTACHMENT(S): TD ATT #1 Florida Hospital Center Ice Annual Event Report TD Page 2 of 2

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25 Tourism Office Report TO: Tourist Development Council DATE: 9/20/2017 FILE: TD FROM: Office of Tourism Development SUBJECT: Update on Tourism Activities The following is a summary of major activities for the period of August 17, 2017 October 17, Conference Attendance and Special Engagements Florida Governor s Conference on Tourism August Grand Opening Ceremony for the Starkey Ranch District Park September 21 NASC S4 Summit Consuelo Sanchez October 9-11 FADMO Annual Conference Adam Thomas October Website, Social Media and Marketing Update Consuelo Sanchez Pasco County Tourism on Facebook 13,020 Fans Website update Final design approved Projects Report See Attachment 1 New Business New Tourist Director, Adam Thomas Council Members, I m humbly honored to have been chosen to lead Pasco County s Destination Management Organization in all its tourism efforts. Pasco County is vastly developing into a vibrant destination with endless attractions that will leave lasting memories for those who experience all. In the weeks and months ahead, and working with my new colleagues Consuelo Sanchez and additional staff, I look forward to becoming acquainted with all of you as we collectively continue to further enhance the destination s wonderful opportunities before us: developing a genuine brand and brand promise; identifying our target audience through market research; annual marketing and operational plan; increase digital and social media visibility through travel influencer and bloggers.

26 As your new Tourism Director, I m task with understanding the perception of what is Pasco s destination brand and the value of the brand promise. Before the brand assessment begins I would like the TDC board to think about a few questions before our next meeting: 1. What is our brand and brand promise? 2. What does our destination stand for in the minds of quests? 3. What is the consensus regarding the optimum brand image and future position for our destination? As we embark on this journey together, I would like to share my culture vision that is essential for a cohesive tourism office with key responsibilities. Those responsibilities are: 1. Have fun, work hard, and enjoy the journey. 2. Show respect for every person you have contact with in and out of the organization. 3. Put the destination first. Successful VCB s have individuals that are unselfish and willing to put their individual goals behind the office's goals. 4. Do your job. It is defined, but you must always be prepared for it to change. 5. Appropriately handle victor and defeat, adulation and humiliation. Do not get to high in victory or too low. Be the same person every day. 6. Understand that all organizational decisions aim to make Pasco a better, stronger, and more efficient tourism destination. And, 7. Have a positive attitude. Use positive language (both verbal and body language). By implementing these culture responsibilities in my previous job, we were able to celebrate annual record-breaking visitation with a 34% margin increase over a five year period, 42 continuous months of increase Tourist Development Tax revenue with an economic impact over $900Million during that time period. It is my sincere desire to build lasting partner relationships, be accountable for results, practice open and honest communication, and engage a flexible mind-set with long-term objectives and be fiscally responsible for all purchases, funding expenditures that maximize our return-on-investment. Old Business FY Budget to be approved on 9/26/17 BCC meeting 2

27 Past and Future Events Ice Breakers Cup August Scream-A-Geddon Sept 22 Nov 4 Cotee River Bike Fest Oct

28 Pasco County Office of Tourism Development Projects Report FROM: Consuelo Sanchez DATE: 9/14/2017 Special Event Marketing Program EVENT AMOUNT DATE STATUS NEXT STEP DEADLINE NOTES Cotee Bike Fest $10,000 10/13/17 Work in progress Agreement approval 9/19/17 TDC recommended $6,500 Florida Bug Jam $20,000 11/11/17 Work in progress Agreement approval 9/19/17 TDC recommended $17,000 Rattlesnake $5,000 10/21/17 Work in progress Agreement approval 9/19/17 TDC recommended $3,000 Kumquat Fest $7,300 1/27/18 Work in progress Draft agreement & RLS 10/10/17 TDC recommended $7,300 Pig in Z/hills $4,000 1/19/18 Work in progress Draft agreement & RLS 10/10/17 TDC recommended $3,000 Chasco Fiesta $20,000 3/9/18 Work in progress Draft agreement & RLS 10/10/17 TDC recommended $15,000 Sport Event Sponsorship Program EVENT AMOUNT DATE STATUS NEXT STEP DEADLINE NOTES PBA 50 $15,000 4/28/17 Waiting for additional documents Skate for Hope $5,000 6/27 Post Event Report Pending Post Event Report review 8/20/17 Waiting for Room night certifications 9/18/17 Grantee was evacuated from Naples and requested extension for the Post Event Report THORS $25,000 7/5/17 Complete 10/12/17 Event interested in multi-year agreement Successful Event MyHockey TBD 11/3/17 Future Event 6/16/17 Partnership with Tampa Bay Sports Commission - to be presented at the next TDC meeting Savage Race $20,000 11/11/17 Future Event COI 10/11/17 COI pending Fall 2018 Dick s TOC 2017 $90,000 12/29/17 COI pending COI 11/29/17 On 7/27/17 OTD visited eight Pasco

29 hotels with NDP staff Dick s TOC 2018 TBD 12/29/18 To be reviewed 1/30/18 Needs discussion about future funding Ice Breakers TBD 08/17 Request to TDC 9/20/17 Included in FHCI Event Funding agrm Florida Sports Foundation EVENT AMOUNT DATE STATUS DEADLINE NOTES STAFF Dick s TOC 2017 $12,500 12/29/17 Approved by FSF 10/15/17 Waiting for BCC approval CS Savage Race $1,500 11/11/17 Approved by FSF 10/15/17 Waiting for BCC approval Fall 2017 THORS $8,500 7/5/17 Post Event Report to FSF 10/11/17 CS Film Commission FILM PROJECT DATE PRODUCER VENUE DEADLINE STATUS STAFF Barricades Rental EVENT DATE ORGANIZER DEADLINE LOCATIONS STATUS STAFF Cotee Bike Fest 10/13/17 West Pasco Chamber NPR Approved CS Financial Reporting PROJECT DATE DUTIES NOTES STAFF FY17 Budget On going Maintain budget and monitor all CS purchases, expenses, PO requests, requisitions, reimbursements, etc. FY18 Budget To be approved on 9/26/17 CS Marketing/Promotions PROJECT VENDOR AMOUNT STATUS DEADLINE STAFF Madden Media Campaign will start on 8/30/17 Stories Campaign $20,000 11/1/17. Need to submit art Madden Media and review stories CS

30 2018 Tampa Bay Magazine ad 2018 Florida Vacation guide ad 2018 Travel USA ad Multi-channel campaign in Canada Spring 2018 Retargeting Campaign in Canada and Germany Oct-Jan Domestic Campaign Madden Media $2,428 Miles Media Visit Florida $10,169 Miles Media Brand USA $11,250 Miles Media Brand USA $9,700 Tripadvisor Brand USA $8,500 TripAdvisor P.O. issued need to submit art P.O. issued need to submit art P.O. issued need to submit art P.O. issued need to submit art Agreement to be presented to BCC due to payment in advance $10,000 P.O. issued 8/30/17 8/30/17 8/30/17 8/30/17 8/29/17 CS CS CS CS CS A Fishing Story $110,000 Amendment was signed by vendor Fishing Video $3,000 P.O. open to carry forward CS Cycling Video $3,000 P.O. open to carry forward CS Restaurant/Foodie Video Visit FL Site-Retargeting co-op campaign $3,000 P.O. open to carry forward CS $8,500 Complete CS Florida Fishing Magazine $1,999 New edition Sep-Oct CS Trails Map Final Phase? Update to Visitor Magazine TBD Need to work on edits CS Other Projects PROJECT AMOUNT STATUS DEADLINE STAFF CS Visitor Profile Up to $50,000 RFP was posted in Florida Bid System 10/1/17 CS

31 Gateway Signage $100,000 Cycling Fund Program Policy Update N/A Draft RFP and checklist sent to Purchasing for review We will come back to BCC after the receiving the results of the Economic Impact Study Partnership with TBSC N/A To work on proposal 10/15/17 CS Funding proposal and advertising proposal with Florida Hospital Center Ice To be presented at this TDC meeting TBD 9/20/17 PB?/PB CS CS