Expanded Agenda and Meeting Documents - Florida Senate Committee on Commerce and Tourism (October 11, 2021)
Summary
A committee meeting expanded agenda of the Florida Senate Committee on Commerce and Tourism, Senator Hooper, Chair, for Monday, October 11, 2021, with other related meeting documents. The agenda lists an update by Dana Young, President and CEO of VISIT FLORIDA, marked Presented. The attached Florida Tourism Update slides state that 2020 brought 79.8 million visitors, a 39.3 percent year-over-year decrease, and that the second quarter of 2021 had 31.7 million visitors. A letter dated October 7, 2021 from Senator Joe Gruters to Chair Hooper requests an excused absence from the meeting on 10/11/2021.
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“Expanded Agenda and Meeting Documents - Florida Senate Committee on Commerce and Tourism (October 11, 2021).”
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2022 Regular Session The Florida Senate
COMMITTEE MEETING EXPANDED AGENDA
COMMERCE AND TOURISM
Senator Hooper, Chair
Senator Wright, Vice Chair
MEETING DATE: Monday, October 11, 2021
TIME: 12:00 noon—2:30 p.m.
PLACE: Toni Jennings Committee Room, 110 Senate Building
MEMBERS: Senator Hooper, Chair; Senator Wright, Vice Chair; Senators Diaz, Garcia, Gruters, Hutson, Pizzo,
Powell, Taddeo, and Torres
BILL DESCRIPTION and
TAB BILL NO. and INTRODUCER SENATE COMMITTEE ACTIONS COMMITTEE ACTION
Update by Dana Young, President and CEO of VISIT FLORIDA Presented
Other Related Meeting Documents
S-036 (10/2008)
10112021.1254 Page 1 of 1
Florida Tourism Update
October 11, 2021
FLORIDA TOURISM UPDATE
About VISIT
FLORIDA
Promotes Florida around the world
Keeps tourism industry strong
Supports Florida jobs
Conduit for economic development
FLORIDA TOURISM UPDATE
Return on
Investment
January 2021 EDR report:
$1 = $3.27 in tax revenue (highest ever)
VISIT FLORIDA contributes:
• Nearly $16 billion to GDP
• Over $12 billion in DPI (disposable
personal income)
• $745 million in state revenue
• Additional 25K jobs every year
FLORIDA TOURISM UPDATE
Performance
Snapshot
2010-2019: decade of record visitation
2020: Impact of pandemic on Florida
tourism:
79.8 million visitors
39.3 percent YoY decrease
Four quarters of consecutive decline
International visitation down over 90%
FLORIDA TOURISM UPDATE
Tourism’s
Recovery
FLORIDA TOURISM UPDATE
Marketing
Campaigns
In-state travel and key drive markets
Results:
632 million impressions
Expedia:
• 134:1 avg. Return on Ad Spend (ROAS)
• $62.5 million in gross bookings
• 1.14 million room nights sold
FLORIDA TOURISM UPDATE
In-state
Advertising
INSTAGRAM STORY ADS
FLORIDA TOURISM UPDATE
In-state
Advertising
TRAVEL BANNER - TARGETED AD RECOMMENDING TRAVEL TO SPECIFIC PLACES
FLORIDA TOURISM UPDATE
Domestic
Advertising
DIGITAL BILLBOARDS
FLORIDA TOURISM UPDATE
Domestic
Advertising
DIGITAL BANNER
FLORIDA TOURISM UPDATE
Marketing
Campaigns
Winter Sunseekers
Expanded domestic efforts
Targeted West Coast travelers (WA, OR, CA)
Families
Showcased wealth of vacation options
Fortified top market position
FLORIDA TOURISM UPDATE
Additional Highlights
AAA Northeast Campaign Airline Partnerships
$150K co-investment $550K co-investment with 1:1 match
$24.5M in total bookings ($16M in 156M+ total impressions
Orlando) $1.2M in media value
43M total impressions (double the Allegiant – Bookings to FL increased by an avg. of 8.6%
impression goal) American Airlines – Bookings to FL increased by 80%
AA Vacations – FL vacation package bookings increased 14.8%, with a
19.3% increase in room nights, and 9.3% increase in revenue
United – $2.9M in flight sales to FL, leading to an avg. ROAS (return on
ad spend) of 20:1
FLORIDA TOURISM UPDATE
Industry
Partnership
Represents Florida communities throughout the
state
All Florida DMOs (destination marketing
organizations) are now VISIT FLORIDA partners
EDA grant-funded commercials
VISIT FLORIDA’s largest co-op effort ever
FLORIDA TOURISM UPDATE
Performance
Snapshot
Q2 2021
31.7 million visitors
223.4 percent increase from 2020
6 percent increase from 2019 domestic
visitation
1.1 million overseas visitors
FLORIDA TOURISM UPDATE
International
Marketing
Proactive planning
Recapturing global market
Virtual event alternatives
Sharpening competitive advantage
FLORIDA TOURISM UPDATE
International Advertising
Mexico Brazil U.K. Germany
3 campaigns 2 campaigns 4 campaigns* 2 campaigns
• Total • Total • Total • Total
investment: investment: investment: investment:
$124K $65K $252K $110K
• Total media • Total media • Total media • Total media
value: $260K value: $130K value: $537K value: $268K
• Total trip value: • Total trip value: • All increased FL • Total
$6M $1.8M searches and impressions:
• ROI: $47 to 1 • ROI: $12 to 1 bookings 19M
* Results for 2 campaigns TBD
FLORIDA TOURISM UPDATE
Legislative
Reauthorization
Scheduled to sunset in 2023
Requesting a meaningful extension to
provide certainty and facilitate long-
range planning
Thank You
The Florida Senate
Meeting Date
APPEAR NCE RECORD
Deliver both copies of this form to Bill Number orTopic
Senate professional staff conducting the meeting
Committee
Amendment Barcode (if applicable)
Name
Phone
AddreSS Email
City State Zip
peaking. For Against Information OR Waive Speaking: Din Support Against
PLEASE CHECK ONE OF THE FOLLOWING:
| | I arn appearing without
compensation or sponsorship.
| | Iam a registered lobbyist,
representing: | | Iam n°t a lobbyist, but received
so ething of value for my appearance
(travel, meals, lodging, etc.),
sponsored by:
This form is part of the public record for this meeting.
-oni (na/in/im
CourtSmart Tag Report
Room: SB 110 Case No.: Type:
Caption: Judge:
Started: 10/11/2021 12:00:00 PM
Ends: 10/11/2021 12:46:30 PM Length: 00:46:31
11:59:59 AM Commerce and Tourism Committee Meeting is called to order
12:00:27 PM Roll is called
12:00:42 PM Chair Hooper recognizes Dana Young, President and CEO of VISIT Florida, to speak
12:01:42 PM Presenter Dana Young begins
12:22:15 PM Presentation is over
12:23:14 PM Sen. Pizzo in questions
12:28:17 PM Sen. Wright in questions
12:29:33 PM Sen. Powell in questions
12:32:31 PM Dana Young answers Sen. Pizzo's previous question
12:32:43 PM Dana Young answers Sen. Wright's previous question
12:33:10 PM Sen. Powell in questions
12:33:35 PM Sen. Torres in questions
12:36:27 PM Chair Hooper in questions
12:40:04 PM Sen. Pizzo in questions
12:42:47 PM Sen. Powell in questions
12:44:37 PM President Dana Young closes
12:45:11 PM Comments from Chair Hooper
12:46:30 PM Meeting has been adjourned
THE FLORIDA SENATE COMMITTEES:
Education, Chair
Tallahassee, Florida 32399-1100 Governmental Oversight and Accountability, Vice Chair
Appropriations Subcommittee on Education
Banking and Insurance
Commerce and Tourism
Regulated Industries
Rules
JOINT COMMITTEE:
Joint Select Committee on Collective Bargaining
SENATOR JOE GRUTERS
23rd District
October 7, 2021
The Honorable Ed Hooper, Chair
Committee on Commerce and Tourism
310 Knott Building
404 South Monroe Street
Tallahassee, FL 32399-1100
Dear Chair Hooper:
I am writing to request an excused absence from the Commerce and Tourism Committee meeting
on 10/11/2021.
Please do not hesitate to reach out to me if you have any questions.
Thank you,
Joe Gruters
cc: Todd McKay, Staff Director
Kathryn Vigrass, Committee Administrative Assistant
REPLY TO:
381 Interstate Boulevard, Sarasota, Florida 34240 (941) 378-6309
316 Senate Building, 404 South Monroe Street, Tallahassee, Florida 32399-1100 (850) 487-5023
Senate’s Website: www.flsenate.gov
WILTON SIMPSON AARON BEAN
President of the Senate President Pro Tempore
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