Tourism is the driving force behind the continuing economic growth and success for Pinellas County and its Gulf Beaches communities. With a guiding lead from Visit St Pete/Clearwater, visitors and their resulting bed tax dollars set new records almost every quarter over the prior year.
Pinellas County collected more than $54 million in tourist development or bed tax dollars during the 2017 fiscal year ending last September 30th, a more than 10.6% increase over the prior year. For fiscal year 2018 from October through February, the five-month bed tax total was up almost 10.2% to $21.77 million, indicating another record year.
At two meetings last December with local tourism industry professionals, Visit St Pete/Clearwater (VSPC) unveiled its new 2018 marketing plans, which leverage big data in ways the destination’s never seen. “Research is going to dictate our behaviors and direction like never before,” said David Downing, VSPC President and CEO. “This state-of-the-art technology allows us to evaluate millions of data points and build a plan around it that we never could have done before.”
After a year-long analysis of visitation patterns using AirSage, a pioneer in population analytics and location-based insights, VSPC is significantly ramping up its marketing presence in Orlando, which is the area’s greatest source of year-round visitation. New York and Tampa Bay round out the top three feeder markets, and increased initiatives are planned there as well, but Orlando, which delivers more than 30% more visitors than New York, will be a main focus in 2018.
Tim Ramsberger, VSPC COO, also gave an update on the organization’s structure, including the development of an all-new sports and events department, and introduced Kristin Coryn as the new Community Relations Manager.
In addition, Media & Interactive Director Leroy Bridges outlined the latest industry digital trends, including the use of virtual reality in the promotion of meeting spaces and a first-of-its-kind pilot program with Google.
VSPC’s Downing Comments
VSPC chief, Downing told Paradise News, “Based on the continuing rise in bed tax figures for the current fiscal year, we’re seeing a culmination of many years of targeted destination marketing from key feeder markets. The rising tide of tourism to Pinellas County is the bottom line on the investment we’re making in the best feeder markets. As things go right now, the rising barometer of the bed tax is where the rubber meets the road.”
“We also had record setting average daily rate (ADR) and record breaking revenue per room for our hotels last fiscal year. Our goal is not only to bring more visitors here, but also to build an economic footprint from these visitors. Pinellas is already the most densely populated county in Florida so with our tough infrastructure problems, it’s a delicate balancing act to preserve what we have to offer visitors.”
(The ADR was up 6.4% to $202.31 for fiscal 2017, and the RevPAR or revenue per available hotel room was up 7.4% to $178.71 for the same year.)
Downing continues, “We’re keeping our eye on the ball as tourism is the number one employer in the county. Everything we do is to support the tourism economy of our Gulf Beaches, Pinellas County, and the state of Florida. We’re selling a fulfilling experience with very serious economic development work that at its heart is every resident of Pinellas County.”
TBBC Key Observations
Robin Miller, president and CEO of the Tampa Bay Beaches Chamber of Commerce (TBBC), told Paradise News, “Over the past several years our communities and businesses have benefited tremendously through tourism and its continued growth. Our destination as an award-winning beach, combined with the diverse arts and culture offerings, we now seem to have a year-round visitation. Though we always peak in the Spring, we have seen great successes in our off months as well.
“Additionally, as a result we see more small businesses seeking space to open in our beach communities and these businesses seem to be keeping their doors open successfully. This is a much different story from that of the 2009 – 2011 time frame.
“The Chamber will highlight this success as we celebrate Travel & Tourism Week with our annual Tourism Lunch and Business Expo on Friday, May 11th, at the TradeWinds Island Grand Resort, 5500 Gulf Blvd, St Pete Beach. The entire business community is invited to hear keynote speaker, Viviana Jordan, director at Florida AirBnB, and the 2018 Tourism Person of the Year will be announced.”
The Business Expo features more than two dozen leading Tampa Bay area Chamber members starting at 11:00 AM, followed by the luncheon at noon. Event sponsors include Florida Restaurant & Lodging Assn, award sponsor; St. Pete-Clearwater International Airport, premium raffle sponsor; and Busch Gardens, dessert sponsor.
Business Expo exhibitors as of April 25 included 3 Palms Beachfront Vacation Rentals, CPA Partners, Creative Copy by Steve Traiman/BAPWG, Sheraton Sand Key, Wyndham Grand Clearwater Beach, Florida Aquarium, Martz Group, Radio St. Pete, Tampa Bay Aviation, Paradise News Magazine, Palms of Pasadena Hospital, Elliott Coastal Realty LLC, Tampa Bay Watch, and TBBC Leadership Institute.
Legislature Tourism Action
Pinellas County collected more than $54 million in bed tax dollars last fiscal year. About 60%, or $32.4 million, goes to the St Petersburg-Clearwater Area Convention & Visitors Bureau, and covers operations at Visit St Pete-Clearwater, responsible for advertising and marketing the county and its communities as a prime tourist destination.
The other 40%, or about $21.6 million, goes toward other allowable expenses, including beach re-nourishment, an “elite” event funding program and a capital funding project program. During this year’s session, the Florida Legislature passed a new bill effective July 1st that adds a new list of tourism-benefiting programs now eligible for funding.
Included for beach parks and beach re-nourishment are channel estuary or lagoon improvements and construction of beach groins, currently under way at St Pete Beach’s Upham Beach. Another key change is allowing bed tax funds to be used to acquire, construct, extend, enlarge, remodel, repair, improve, maintain, operate or finance public facilities needed to increase tourist-related businesses.
Commenting on this and other legislature activity, Doug Izzo, TBBC government affairs director, told Paradise News, “Our Chamber has long been an advocate and a resource for the tourism industry. Every year we advocate at the local, state, and federal levels.”
“The 2018 state legislative session proved to be a good year for tourism. Legislators had proposed cutting VISIT FLORIDA’s funding, however, they ultimately agreed to fund at the same amount as last year—$76 million. VISIT FLORIDA will now have the funds it needs to market our destination. For every $1 VISIT FLORIDA spends, approximately $3 is returned to the state.”
“Legislation did not pass that would have overregulated CVB’s (Visit St Pete/Clearwater) to the point of rendering them ineffective. For every $1 Visit St. Pete/Clearwater spends, approximately $8 is returned to Pinellas County.”
“There has been a lot of hype about legislation passed related to beach access. Our right to enjoy the beaches is protected by the Florida Constitution. Neither the Legislature nor the county can interfere, period. Everyone can continue to use the beaches as they always have.”
“Tourism is the lifeblood of our community. Tourism funds beach nourishment, capital projects, local events, education, public safety, and attracts unique small businesses. Residents alone are not enough to support all the wonderful attractions, restaurants and shops that locals frequent.”
“Additionally, tourism pays a third of our sales tax and is the reason Florida residents do not pay a state income tax. Tourism is an economic driver that enhances the quality of life for all of us on the Gulf Beaches and in the rest of Pinellas County.” PN
Article by Steve Traiman
[Editor’s Note: Special thanks to David Downing, president & CEO, and Mackenzie Monteiro, media relations manager, VSPC; Robin Miller, president & CEO, and Doug Izzo, government affairs director, TBBC, for their excellent information and comments.]
[Steve Traiman is President of Creative Copy by Steve Traiman in St Pete Beach, offering freelance business writing services. He can be reached via email at traimancreativecopy@gmail.com]
Some photos courtesy of Visit St Pete/Clearwater.