A STORY To Tell...6 7 VCB FACTOIDS • Lead marketing and promotional agency for visitation to Lee County and its 10 geographic regions • Branded as The Beaches of Fort Myers & Sanibel

1

A

STORYTo Tell

Sales & Marketing Plan2017–2018

32

TABLE OF CONTENTSMission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

VCB Factoids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Five-Year Recap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Our Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Strategic Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

The Year That Was . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

FY2016–17 Accomplishments . . . . . . . . . . . . . . . . . . . . 28

Performance Evaluations . . . . . . . . . . . . . . . . . . . . . . . . . 31

Website Visitors vs . Actual Visitors . . . . . . . . . . . . . .32

International Visitation . . . . . . . . . . . . . . . . . . . . . . . . 40

Friends and Relatives vs . Vacationers . . . . . . . . . . . 44

The Next-Generation Family . . . . . . . . . . . . . . . . . . . 46

Awards and Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

FY2016–17 Goal Results . . . . . . . . . . . . . . . . . . . . . . . . . . 50

The Road Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54

Domestic Interest and Intent . . . . . . . . . . . . . . . . . . . . . .58

International Expansion . . . . . . . . . . . . . . . . . . . . . . . . . .61

Audience Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67

Primary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67

Niche . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

FY2017–18 Markets and Budget Allocation . . . . . . . . .73

FY2017–18 Targets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76

Staff Directory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78

54

MISSIONTo serve the broader social and economic interests of Lee County by marketing the

destination, facilitating travel to the area, and showcasing its unique attributes for

the continual benefit of residents and the travel and tourism industry .

The VCB identifies and showcases what makes the area special and different

from all other sun and sand destinations . Together, the sales, marketing,

communications and visitor services teams work to deliver meaningful messaging

to the public, and inspire them to choose Lee County as their travel destination .

76

VCB FACTOIDS• Lead marketing and promotional agency for visitation to Lee County and its

10 geographic regions

• Branded as The Beaches of Fort Myers & Sanibel

• Funded by the 5% tourist tax on short-term accommodations, commonly known

as the bed tax

• 33 full-time positions

• Mentorship and management of more than 135 volunteers and local hospitality-

focused college interns annually

• Six off-site sales offices (Northeast, Midwest, Canada, United Kingdom,

Scandinavia and Germany)

• Five functional areas – Administration, Communications, Marketing, Sales and

Visitor Services

EXECUTIVE SUMMARYThank you to everyone involved for making Lee County a great place to live, work,

and most especially, visit . As we close another strong year, we are proud of the

stories we’ve told and our collective accomplishments, and we look forward to

working with you to share even more stories about our community with potential

visitors throughout FY2017–18 .

SOME FY2016–17 HIGHLIGHTS• More than 2 .3 million visitors stayed in paid accommodations FYTD Oct . 2016 to

June 2017, a 2 .7% increase year-over-year .

• Visitors who stayed in paid accommodations FYTD Oct . 2016 to June 2017 had a

direct spend of $1 .83 billion, a 1 .8% increase year-over-year .

• Twenty-three projects received $9 .7 million in funding for Beach & Shoreline

initiatives this year .

• Attraction and Event marketing funding totaling $650,000 was allocated to 52

organizations to promote the destination and enhance the visitor experience .

• The Fourth Annual Island Hopper Songwriter Fest hosted 85 songwriters who

played 155 performances for an estimated 14,700 attendees .

• Our Guests First Customer Service Training Program yielded 129 new Certified

Guest Service Professionals (CGSPs), for a total of 524 throughout Lee County .

98

FIVE-YEAR RECAP: VISITORS STAYING IN PAID ACCOMMODATIONSInternational and domestic visitation remained stable with slight declines in the

U .K . and Canada, but strong growth from Germany .

2016 – STABLE PERFORMANCEVisitors staying in paid accommodations spent 2 .9% more in destination over 2015 .

Decline in VFR (Visiting Friends and Relatives) spend was 2 .4% .

VISITATIONVisitors Staying in Paid Accommodations

VISITOR EXPENDITURESIn Total (Among All Visitors)

Source: Davidson Peterson & Associates, 2016 Visitor Profile & Occupancy Study

*Survey data does not include “No Answer” for country of origin.


Domestic International

CY2013* CY2014 CY2015 CY2016CY2012*

1,880,0102,072,309

2,279,842

736,131 782,333

2,240,688 2,210,778

798,841

620,347

533,392

2,417,3432,703,012

3,023,021 3,009,619

CY2013 CY2014 CY2015 CY2016CY2012

$2,717,021,304

$2,768,140,146

$2,865,097,777

$2,997,115,778 $3,035,179,670

3,015,973

+1.8%

+3.4%

+4.6%

+1.3%

1.3% YOY INCREASE

IN VISITOR

EXPENDITURES

1110

VISITOR SPEND ON LODGING SHOWS GROWTHVisitors staying in paid accommodations represent 71% of total visitor

spending in the destination . Over five years, visitor expenditures on

lodging have grown by 31% .

FIVE-YEAR RECAP: BED TAX REVENUEThis 5% bed tax totals more than $38 million FYTD through August 2017 .

VISITOR EXPENDITURESOn Lodging


CY2013 CY2014 CY2015 CY2016CY2012

$557,123,621

$593,774,716

$640,962,901

$708,097,216$731,463,837

+6.6%

+7.9%

+10.5%

+3.3%

BED TAX COLLECTION

Source: Lee County Clerk of Courts

FY2013–14 FY2014–15 FY2015–16 FY2016–17FY2012–13

$28,621,792

$33,347,860

$37,789,522

$39,694,021 $38,054,891(FYTD August 2017)

31% 5-YEAR

GROWTH

1312

FIVE YEARS OF TOURISM INDUSTRY GROWTH

JOBS FOR RESIDENTS*Direct Impact of Visitor Expenditures


CY2013 CY2014 CY2015 CY2016CY2012

37,39737,871

39,032

40,670

41,319

*Number of employees necessary to produce the direct output purchased with visitor expenditures

VCB BUDGETA 35% increase in the VCB’s budget over the last five years demonstrates Lee County’s commitment to tourism and to remaining competitive with our marketing investments.

Source: Lee County Clerk of Courts

VCB Budget VCB Attractions Marketing Budget

FY2013–14 FY2014–15 FY2015–16 FY2016–17FY2012–13

$14,099,584

$15,606,004

$17,273,772$17,663,096

$19,024,132

$325,000

$325,000

$350,000$350,000

$400,000

1.6% YOY INCREASE

IN JOBS FOR

RESIDENTS

1514

OBJECTIVES

1716

PLAN OUTLINE• 2013–16 Strategic Plan Objectives

• The Year That Was (2016–17)

• The Road Ahead (2017–18)

STRATEGIC OBJECTIVESIn FY2016–17, our marketing, communications, sales and visitor services plans

were focused on delivering the objectives defined in Our Shared Vision for Tourism

2013–2016 strategic plan .

Strategic Plan Goals:

1 . Increase annual visitor expenditures to $3 billion

2 . Grow fall season visitation by 15% over 2012 totals

3 . Support lodging partners in growing RevPAR by 15%

1918

OBJECTIVE ONE: $3 BILLION TOTAL TOURISM SPENDINGVisitors contributed an estimated $3 billion in direct spending to the Lee County

economy during 2016, an 11 .7% increase over 2012 ($2 .72 billion) .

In 2016, 71% of total direct expenditures came from visitors staying in paid

accommodations . This amounted to over $2 .1 billion – a 24 .1% increase over 2012 .

ESTIMATED EXPENDITURESIn Billions

TOTAL EXPENDITURES

Source: Davidson Peterson & Associates, 2016 Visitor Profile & Occupancy Study Source: Davidson Peterson & Associates, 2016 Visitor Profile & Occupancy Study

*Other includes the following categories: other sightseeing/attractions, historical/cultural site admissions, popular events admissions, sports fees, evening entertainment, gaming, cultural performance admissions, licenses/registrations/permits

Paid Accommodations Total Expenditures

CY2013 CY2014 CY2015 CY2016CY2012

$1.74

$2.72

$1.82

$2.77

$1.94

$2.87

$2.10

$3.00

$2.16

$3.04

VISITOR EXPENDITURES BY CATEGORYWithin the 1 .3% overall increase from 2015 to 2016, visitor spending has grown most

significantly in the “Lodging Accommodations” category (3 .3%) .

CY2015 CY2016 % CHANGETotal $2,997,115,778 $3,035,179,670 1.3%

Food and Beverages $759,778,132 $768,298,615 1 .1%

Shopping $747,065,269 $740,889,792 -0 .8%

Lodging Accommodations $708,097,216 $731,463,837 3 .3%

Ground Transportation $273,079,182 $269,851,177 -1 .2%

Other* $509,095,979 $524,676,249 3 .1%

2120

OBJECTIVE TWO: INCREASE FALL VISITATION 15%Total fall season visitation is up 11% over 2012 . The number of visitors staying in

paid accommodations is up 34% over 2012 .

OBJECTIVE THREE: SUPPORT 15% REVPAR INCREASERevPAR has grown $33 .08 over the past five years, which amounts to a 46 .6%

gain . This metric indicates that lodging partners have maintained costs while

consistently growing room rates in line with visitor demand .


Year Total Fall Visitation Paid Accommodations

2012 997,558 554,707

2013 1,036,814 611,894

2014 1,120,452 708,474

2015 1,117,714 723,025

2016 1,107,996 745,398

2016 vs. 2012 +11% +34%

CY2012 CY2016 % Change

RevPAR $71 $104 .08 46 .6%

Source: STR Data Calendar YTD 2017 over YTD 2016

2322

LODGING PERFORMANCE THROUGH SEPTEMBER 2017As of September 2017, lodging performance metrics are slightly down, while

competitors are slightly up . For Lee County, declines and gains are minimal and the

decline in occupancy could be correlated with visitor shifts to vacation rentals .

2016 LODGING PERFORMANCE BY TYPEThe types of accommodations used by visitors have remained consistent YOY .

All lodging types reported modest gains in ADR by the conclusion of 2016 . The

Condo/Cottage/Vacation Home and RV Park/Campground sectors all grew RevPAR

by more than 3% . Vacation rental is on the opposite end of the rate spectrum than

the other three sectors . This signals good diversity in the visitor base .

Average Occupancy Rate Average Daily Rate RevPAR

2015 2016 % Change 2015 2016 % Change 2015 2016 % Change

Hotel/Motel/Resort/B&B

71 .7% 70 .4% -1 .9% $154 .15 $156 .20 1 .3% $110 .57 $109 .89 -0 .6%

Condo/Cottage/Vacation Home

67 .1% 66 .9% -0 .4% $200 .76 $209 .08 4 .1% $134 .71 $139 .79 3 .8%

RV Park/Campground

56 .0% 55 .7% -0 .6% $54 .48 $56 .84 4 .3% $30 .53 $31 .65 3 .7%

Average 67 .1% 66 .0% -1 .7% $144 .68 $146 .47 1 .2% $97 .10 $96 .67 -0 .4%

RevPAR (YOY % Change)

Fort Myers, FL Luxury $226 .08 0 .6%

Fort Myers, FL Upscale $154 .78 0 .1%

Fort Myers, FL Midprice $96 .14 -1 .7%

Fort Myers, FL Economy $82 .26 0 .9%

Fort Myers, FL Budget $48 .36 -5 .7%

Competition

Pinellas County, FL

Manatee County, FL

Collier County, FL

Monroe County, FL

Miami-Dade County, FL

Broward County, FL

Palm Beach County, FL



Source: STR Data Calendar YTD 2017 over YTD 2016

YTD Sept. 2017 vs. YTD Sept. 2016 Occupancy ADR RevPAR

Lee County, FL -1 .1% (70 .6%) .8% (158 .05) - .3% (111 .59)

Competitive Set, FL .8% (73 .9%) 0% (186 .20) .8% (137 .71)

Percentage Change YOY YTD

ACCOMMODATION TYPES

2524

Spring 2016 77%

Summer 2016 67%

Fall 2016 70%

% OF PAID ACCOMMODATIONS

VISITORS


Winter 2016 79%

2726

YEARIntegrated Marketing & Sales Efforts

The

That Was

2928

FY2016–17 MARKETING & PR As the VCB marketing, sales and communications teams strive to grow the tourism

pipeline and bolster off-season visitation, there have been a number of substantial

gains made across multiple disciplines .

FY2016–17 SALES

MARKETINGMedia:Over $2M in negotiated media added-value

placements .

PR:More than 120 placements garnered, with hits in

top-tier national outlets such as New York Times,

USA Today, FoodNetwork .com, and others .

Website:Increased partner referrals by 5% YOY .

Social:Total social media impressions increased by 55%

YOY . Total Facebook impressions increased by an

impressive 98% .

eCRM:Achieved a cost-per-click of $0 .72 for partner

dedicated emails .

SALES484 Group RFPs Sourced to Industry Partners – 7% YOY increase

236,192 Group RFPs Sourced Potential Room Nights – 33% YOY increase

35,260 Contracted Group Room Nights – 13% YOY increase

22,021 Association Market Contracted Group Room Nights – 27% YOY increase

80% Industry Partner Responsive Rate – 5% YOY increase

3130

FY2016–17 VISITOR SERVICESA team of 135 volunteer Tourism Ambassadors and three student interns assisted

nearly 217,000 visitors arriving at the Southwest Florida International Airport via

our five Certified Tourism Information Centers .

The Customs Concierge volunteer team expanded to 27 Tourism Ambassadors,

who greeted four international flight arrivals weekly and assisted over 40,000

international visitors .

The Elaine McLaughlin Outstanding Hospitality Awards received 841 nominations

from visitors touting the great customer service they received from tourism

employees throughout Lee County . Over 725 tourism professionals attended the

annual awards that showcased their exemplary service to visitors .

Multiple Team Tourism events provided educational and peer-to-peer

opportunities for partners, including workshops by two nationally acclaimed

speakers in the travel industry .

The Lee County Travel Rally hosted over 2,000 tourism and community

partners in recognition of National Travel and Tourism Week and the invaluable

impact of tourism on our local, state and national economies .

2016 PERFORMANCE EVALUATIONS

1:Website Visitors vs. Actual Visitors

3:Friends and Relatives vs. Vacationers

4:The Next-Generation Family

2:International Visitation

3332

ACTUAL VISITORS VS WEBSITE VISITORSIn calendar year 2016, visitor contribution from our primary target markets shifted considerably . New York,

Indianapolis, Boston and Chicago all surpassed the 2015 leader, Minneapolis . Miami and Cincinnati also

climbed a few spots YOY .

These shifts correlate strongly to our top six markets for website visitor origin . The largest variance sits with

Indianapolis . It was ranked second in actual visitor contribution, but sixth in website visits . Indianapolis has

been a core market for several years, and we suspect that a high rate of return visitors would explain this

discrepancy . Otherwise, the only primary market in the top ten for website visits that isn’t in the top ten

for actual visits is Washington, D .C . Either way, these numbers demonstrate how well visits to

FortMyers-Sanibel .com relate to actual visitation .

Top CY2016 Origin Markets

2016 Rank City % Markets 2015 Rank

1 New York 6 .2% 137,089 3

2 Indianapolis 5 .4% 119,736 5

3 Boston (Manchester, NH) 5 .0% 111,059 2

4 Chicago 4 .5% 98,912 4

4 Minneapolis – St . Paul 4 .5% 98,912 1

5 Cleveland – Acron (Canton) 3 .5% 78,089 6

6 Miami – Ft . Lauderdale 3 .2% 71,147 11

7 Cincinnati 3 .0% 65,942 10

8 Detroit 2 .9% 64,206 7

9 Philadelphia 2 .7% 60,736 9

10 Atlanta 2 .5% 55,530 –

TOP CY2016 VS CY2015 ORIGIN MARKETS


3534

VISITOR ORIGIN BY SEASON

Winter 2016 showed the largest decline in visitors staying in paid accommodations, down 6 .7% from winter

2015 . As a result, the seasonal budget for 2016–17 was revised to provide more support for fall 2016 and winter

2017 . Winter 2017 came in marginally better with an increase of 0 .6%, but did not make up for the 2016 decline .

Fall performed well up 3 .1% .

As a side-effect of these shifts, summer budgets for 2016 were smaller and some regions did not get the same

level of promotion YOY . This resulted in a steep decline in contribution from the Midwest . Fortunately, this

decline was mitigated as contributions from the Northeast and South were strong, resulting in a moderate

1% YOY increase overall .

Winter 2016YOY %

ChangeSpring 2016

YOY % Change

Visitor Origin by U .S . Region

Midwest 59% 337,424 -10 .2% 46% 286,911 -5 .5%

Northeast 22% 126,140 -15 .6% 25% 158,989 -9 .0%

South (incl . Florida) 15% 86,721 -1 .5% 24% 148,024 -3 .0%

West 4% 20,498 18 .5% 6% 34,722 13 .8%

In-State Visitors 2% 9,460 -45 .3% 8% 51,169 -13 .8%

Summer 2016YOY %

ChangeFall 2016

YOY % Change

28% 137,875 -25 .4% 48% 251,867 6 .5%

25% 122,556 24 .3% 21% 109,266 -1 .6%

42% 202,557 5 .5% 24% 124,081 48 .2%

5% 22,128 25 .7% 7% 35,187 75 .8%

21% 100,428 26 .8% 5% 24,075 10 .2%


Winter (January–March), Spring (April–June), Summer (July–September), Fall (October–December)

3736

WEBSITE INQUIRIES BY DMA FY2016–17/FY2015–16Secondary Domestic

MarketsFY2015–16 FY2016–17 YOY % Change

Atlanta 40,180 45,790 14%

Albany 8,150 8,713 7%

Baltimore 15,353 14,416 -6%

Dallas 32,902 21,776 -34%

Green Bay 6,783 7,494 10%

Greensboro 4,983 5,854 17%

Houston 30,291 18,226 -40%

Louisville 10,864 12,363 14%

Nashville 17,504 17,477 0%

Philadelphia 45,614 40,963 -10%

San Antonio 7,562 8,412 11%

Primary Domestic Markets FY2015–16 FY2016–17CY2016

Visitation RankYOY % Change

New York 136,821 106,535 1 -22%

Chicago 96,592 97,295 4 1%

Boston 58,142 50,470 3 -13%

Minneapolis – St . Paul 44,607 55,805 5 25%

Washington, D .C . 54,811 52,998 – -3%

Indianapolis 28,182 29,561 2 5%

Detroit 44,789 44,120 9 -1%

Cleveland – Akron 33,644 30,127 6 -10%

Cincinnati 22,168 23,682 8 7%

St . Louis 25,092 25,814 – 3%

Columbus 30,307 25,766 – -15%

Source: Google AnalyticsSource: Google Analytics

3938

WEBSITE INQUIRIES FROM FLORIDA TARGET MARKETSInterest from in-state markets Tampa and Orlando has increased significantly YOY .

New media tactics for in-state promotion have seen positive results .

FY2016–17 VS FY2015–16

Source: Google Analytics

Florida Markets FY2016 Visits FY2017 Visits YOY % Change

Tampa – St . Petersburg (Sarasota), FL

80,861 108,892 35%

Miami – Ft . Lauderdale, FL 88,646 80,900 -9%

Orlando – Daytona Beach – Melbourne, FL

70,780 97,614 38%

West Palm Beach – Ft . Pierce, FL 23,788 24,197 2%

4140

INTERNATIONAL VISITATION HELPS AND HURTS OVERALL GROWTHExamining the slight -0 .4% decline in leisure (paid accommodations) visitors: U .S .

was down ~30,000, Canada was down ~24,000 and the U .K . ~20,000 . Offsetting

most of this was an increase of almost 50,000 from Germany and 16,000 from

Scandinavia . International markets can be unpredictable, as economic and political

factors tend to have significant impacts .


PAID ACCOMMODATIONS VISITORS% Visitor Estimates

Direction of ChangeCountry of Origin CY2015 CY2016 CY2015 CY2016

U .S . 74% 73% 2,240,688 2,210,778 -

Germany 9% 11% 272,590 322,609 +

Canada 6% 6% 196,265 174,572 -

U .K . 6% 5% 177,183 157,813 -

Scandinavia 2% 2% 46,340 62,846 +

France <1% 1% 12,267 20,949 +

Switzerland 1% 1% 21,807 19,552 -

BeNeLux 1% 1% 24,533 18,155 -

Latin America <1% <1% 12,267 8,379 -

Austria <1% <1% 5,452 2,793 -

Ireland <1% <1% 1,363 2,793 +

Other International <1% <1% 12,267 8,379 -

4342

INTERNATIONAL VISITOR ORIGIN: % BY COUNTRYAn incredible 49% of our international travelers visited for the first time in 2016 .

Germany U.K. Canada

Spring 2016 Summer 2016 Fall 2016Winter 2016

5%

9%

5%

11%

4% 5%

17%

3%

7%

11%

7%4%

Spring 2017Winter 2017

2%

12%

2%

7% 7%

2%


4544

FRIENDS AND RELATIVES VISITORS REPRESENTED 37% OF 2016 VISITS. DOWN 2% FROM 39% IN 2015.

This decline adversely affects total visitor spend due to nearly 100,000 fewer visitors

overall, with the most significant decline during the summer months .

Winter 2016YOY %

ChangeSpring 2016

YOY % Change

Visitation

Total Visitation 1,330,647 -4 .8% 1,306,921 0 .5%

Paid Accommodations 724,071 - .67% 819,406 3 .0%

Visiting Friends and Relatives 606,576 -2 .4% 487,515 -3 .3%

Summer 2016YOY %

ChangeFall 2016

YOY % Change

1,063,113 -3 .6% 1,107,996 -0 .9%

720,744 -1 .0% 745,398 3 .1%

342,369 -8 .7% 362,598 -8 .1%


Winter (January–March), Spring (April–June), Summer (July–September), Fall (October–December)

4746

VISITOR PROFILE IS SHIFTING TO FAMILIES

2015 AVERAGES• 52 years of age

• $99,900 HHI

• 74% married

• 44% traveling as a couple

• 31% traveling as a family

• 21% traveling with children

• 14% traveling as a group

• 3 people in travel party

• 31% first-time visitors

2016 AVERAGES• 52 years of age

• $101,060 HHI

• 74% married

• 41% traveling as a couple

• 33% traveling as a family

• 22% traveling with children

• 3 people in travel party

• 32% first-time visitors

Season Value YOY % Change

Highest Average Income Spring 2016 $102,218 +$1,165

Lowest Average Age Summer 2016 49 .2 years +1 .2 years

Most Families Summer 2016 43% +5%

Most First-Timers Summer 2016 34% -3%

Most Repeaters Fall 2016 71% -2%

Most Couples Winter 2016 50% +1%


Family travel, especially in the summer, has picked up nicely with one of every

three parties being new to the destination . This is going to bode well for the future

as repeat visitation rate continues to hover around 70% .

4948

AWARDS & ACCOLADES

Henry Extend Your Summer Social Media Campaign

Silver FortMyers-Sanibel .com Website Redesign

Silver Islandology Print Campaign

Bronze Creativity in Public Relations, National Seashell Day

Bronze Thank You Radio Advertising

Preppiest Wedding Locations Around the World

Boca Grande

Town and Country Magazine . . . . . . . . . . . . . .May 2017

World’s Top 12 Tarpon Destinations

Boca Grande

Saltwater Sportsman . . . . . . . . . . . . . . . . . . . . . . June 2017

8 Best Baby Getaways

Bonita Springs

Parents Magazine . . . . . . . . . . . . . . . . . . . . . . . . June 2017

Best Beaches for Shelling

Sanibel Island

Coastal Living . . . . . . . . . . . . . . . . . . . . . . . . . . . . June 2017

Top 7 Dog-Friendly Beaches in the Country

Bonita Beach Dog Park

Paw Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . June 2017

10 Best Car-Free Island Getaways

North Captiva, Useppa, Cayo Costa

Coastal Living . . . . . . . . . . . . . . . . . . . . . . . . . . August 2017

15 Stunning Island Vacations

You Can Take Without a Passport

Sanibel and Captiva Islands

BuzzFeed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . August 2017

Top Mom and Pop Restaurants in the Country

Cabbage Key

FoodNetwork.com . . . . . . . . . . . . . . . . . . . . October 2017

FLAGLER AWARDS:

ACCOLADES:

2016 Campaigns, Awarded September 2017

5150

FY2016–17 GOAL RESULTSFY2016–17 Goals Source FY2016–17 Results

Overarching

Bed Tax Increase bed tax receipts by 2 .5% Audited Returns $38M FYTD Oct–August (-0 .1%)

Out-of-State Domestic VisitationMaintain out-of-state visitation

in paid accommodationsVisitor Intercept Survey +9 .3% FYTD Oct–June

In-State VisitationMaintain in-state visitation in

paid accommodationsVisitor Intercept Survey Maintained

International VisitationMaintain international visitation

in paid accommodationsVisitor Intercept Survey -14% FYTD Oct–June

Length of Stay Increase length of stay to 4 .8 days Visitor Intercept Survey 4 .84 FYTD Oct–June

Visitor RecallMaintain 30% or higher recall of

destination advertisingVisitor Intercept Survey 37% Visitor Recall

Paid Media

ImpressionsDeliver 625,000,000 impressions

across mediaAd Services 742,377,215 impressions

Total Inquiries

Deliver 13,000,000 total inquiries as defined as site visits, rich

media interactions and content partnerships

Google Analytics/DoubleClick 28,077,009 inquiries

Total Leads Deliver 250,000 leads Google Analytics 353,689 leads

CPMDeliver cost per thousand

impressions at or below $14Contracts $12 .26

Added-Value PlacementsNegotiate $2,000,000 in added-value placements

Contracts $2,004,216

Social Media

Facebook Fans Increase FB likes by 35,000 Facebook 100,753

Twitter FollowersIncrease Twitter followers

by 10,000Twitter 13,854

Instagram FollowersIncrease Instagram followers

by 10,000Instagram 9,319

Website ReferralsGenerate 75,000 referrals

to websiteGoogle Analytics 178,222

Total Social Media Engagements 2,500,000 total engagements Facebook, Twitter, Instagram 3,540,225

Total Social Impressions 100,000,000 total impressions Facebook, Twitter 255,046,413

FY2016–17 Goals Source FY2016–17 Results

Website

Average Pages/VisitAverage 2 .5 pages viewed per

session, including general and promotional traffic

Google Analytics 2 .09

Guidebook Conversions1 .5% of total website visitors request or view guidebook

Google Analytics 1 .7%

eNews Sign-Ups Capture 50,000 email opt-ins Google Analytics 25,946

Average Visit Duration Average time spent on site 2:30 Google Analytics 1:54

Lodging Partner Referrals15% of visits to include a referral

to a partner siteGoogle Analytics 22%

eCRM

Website Leads

Unique Open Rate Increase open rate to 24% Exact Target/Google Analytics 20%

Click-to-Open Increase click-to-open rate to 23% Exact Target/Google Analytics 22%

Reader Service Leads

Unique Open Rate Maintain open rate at 16% Exact Target/Google Analytics 11%

Click-to-Open Increase click-to-open rate to 17% Exact Target/Google Analytics 14%

Digital Lead Generation Leads

Unique Open Rate Maintain open rate at 9% Exact Target/Google Analytics 7%

Click-to-Open Increase click-to-open rate at 15% Exact Target/Google Analytics 13%

All Leads

Partner ReferralsIncrease partner referrals

to 32,000Exact Target/Google Analytics 25,500

Guidebook RequestsIncrease guidebook requests and virtual guidebook views to 5,000

Exact Target/Google Analytics 2,800

Product Development

Event Development5% increase in room nights and

media placements for IHSF & TDC funded events

Events/Venues

103% increase in room night generation (2,485 up from 1,222);

media placements -8%*(Hurricane Irma)

Attractions Marketing

Maintain number of applicants, strengthen criteria and reporting

for 10% increase in attraction visitation

Applications

12% increase in applicants, 8% increase in attraction

visitation; implemented new criteria for better measurement

and reporting

5352

FY2016–17 GOAL RESULTS

Media Relations

Media ImpressionsIncrease domestic and

international impressions by 5%Vocus and any other monitoring services

Reached 3,084,707,376 media impressions (-24%)

Group and Individual Media FAMSIncrease the number of group

and individual media tours hosted for a total of 120

VCB Count115 total group and individual

media tours hosted

Media Interview/Desksides (media tours, phone or email interviews, events outside of destination)

Increase the number of media engagements to 300

VCB Count 325 media engagements

Sales – International & Domestic Leisure

Meeting/Conference Conversion Grow qualified sales leads by 4% Simpleview +13%

Meeting LeadsIncrease leads generated

by VCB by 5%Simpleview +7%

FAM Trips Host 125 travel professionals VCB Count 263 travel professionals hosted

Client EventsIncrease to a minimum

of 25 client eventsVCB Count 31 client events

Wedding Leads Produce 225 wedding leads Simpleview 114 wedding leads

FY2016–17 Goals Source FY2016–17 Results

Industry Relations

Guests First Training 1,650 participants and 185 CGSPs Guests First 1,516 participants and 129 CGSPs

Team Tourism EventsProduce 7 events to enhance

partner education and engagement

Team Tourism7 signature programs held,

reaching over 3,000 industry professionals

Award RecognitionEncourage 1,000 total

nominationsE Awards/Chrysalis

Received 841 E Awards and 23 Chrysalis nominations

Tourism AmbassadorsRecruit and train one student

intern and five local residents as volunteer Tourism Ambassadors

Visitor Services1 student intern and 5 volunteers

were trained

5554

ROADDomestic Interest and Intent

International ExpansionMarkets and Budget Allocation

The

Ahead

5756

DESTINATION AWARENESSAmong those surveyed in Wave III of travelhorizons™ 2017, 69% cite having

awareness of The Beaches of Fort Myers & Sanibel as a Florida Gulf Coast

destination .

Fifty-four percent of travelers are either very, or somewhat interested in visiting the

destination over the next two years .

30%

16%

31%

23%

Not At All Interested

Not Very Interested

Very/Extremely Interested

Somewhat Interested

Wave III 2016 Wave III 2017

The Beaches of Fort Myers &

Sanibel

Fort Myers

Fort Myers Beach

Sanibel Island

Captiva Island

None of the Above

7269*

5452

5047*

3129

2220

2831*

Source: MMGY Global, travelhorizons™, Wave III 2017

5958

EXTREMELY/VERY INTERESTED IN VISITINGOf those interested in visiting The Beaches of Fort Myers & Sanibel, they are also

interested in the following:

SOURCES USED FOR TRAVEL RESEARCHOnline travel agencies (OTAs) continue to be the number one source of travel

information, but social media site influence is surpassing friends and relatives .

Source: MMGY Global, travelhorizons™, Wave III 2017 Source: MMGY Global, travelhorizons™, Wave III 2017

Wave III 2017 %

Online Travel Agencies 39

Social Media Sites 30

Referrals from Friends and Relatives 29

Travel Guides 27

Online Articles 26

Online Advertising 26

Travel Service Suppliers 21

2016 % 2017 %

The Caribbean 31 37

New York City, NY 24 28

The Florida Keys/Key West, FL 23 24

Miami, FL 25 23

Las Vegas, NV 29 22

Los Angeles, CA 22 21

Hawaiian Neighbor Islands, HI 18 20

Palm Beach, FL 17 20

6160

LOOKING FORWARD: INTERNATIONAL FOCUSCanada:Canadians are traveling and remain influential in Lee County’s tourism economy .

Canadian consumers over the age of 50 represent 92% of all affluent households,

and the propensity to take outbound leisure trips increases with age . Beach, nature,

shopping and culture are trip motivators .

United Kingdom:With BREXIT due in 2019, negotiations have impacted exchange rates . The

British pound fell 15% compared to 2016, but has strengthened a little by Q3

2017 . Outbound travel from the U .K . is still increasing (+6% YOY to July 2017) .

U .K . consumers are becoming value-driven and travel aggregators have risen in

popularity, which means consumers are looking for good value propositions .

Germany:Despite projected sluggish travel in the short term, potential for growth still exists in

a country that promotes vacation as a priority and where workers enjoy extended

time off . Direct air service to Fort Myers is one of the strong enablers of German

travel . Our base is strong and should continue to grow as we embark on a new

airline partnership to facilitate travel to the destination from Germany .

Scandinavia:The Scandinavian countries of Sweden, Norway, Finland and Denmark constitute

a small but important market for Lee County . With six weeks of paid vacation

annually, Scandinavians are heavily incentivized to explore the rest of the

world . Their heaviest travel periods tend to be the spring and summer months .

Scandinavians are responsible for approximately half a billion dollars in travel

spending to the United States annually .

6362

CANADACanada’s population is expected to surpass 38 .1 million by 2021, an increase of 4 .1%

compared to 2017 .

• Canada’s aging population will continue to be a positive contributor to growth

in outbound leisure travel as the propensity to take outbound leisure trips

increases with age .

• When outbound travel declined in 2015 and 2016, snowbird trips increased .

• Since 2000, Canada’s snowbird market has grown at an average annual rate

of 9 .8% .

• In addition, multigenerational travel will be further supported by the

demographic shift .

• A recent study identified that households headed by those over 65 have more

than 21 times the median wealth of households headed by people under 35 .

Consumers over 50 represent 92% of all affluent households .

• While Canadians still love relaxing and all-inclusive vacations, “experiential

travel” is growing in popularity .

• Canadians want to experience destinations when they travel by connecting to

the history, people and culture, seeking out new and more rewarding vacations

that will enrich their lives .

• Activities such as culinary experiences, meeting local residents, experiencing

local arts, culture and entertainment, and visiting sites that are off the beaten

track are more enticing .

UNITED KINGDOMThe pound has weakened against the dollar and driven the price of holidays to the United States up

by around 15% in some cases, but customers continue to book vacations, reaffirming that the British

holidaymaker is more resilient than some of their continental counterparts .

• 41% of Brits intend to take a summer beach holiday over the next year .

• Outbound travel from the U .K . rose by 5% last year despite Brexit .

• The decline in the value of the pound is pushing more Brits to shop their holidays harder and search for

savings and added value . This has led to an increase in usage of OTAs .

• Q2 and Q3 are top travel periods .

+5%42.4M

2015

44.3M2016 (est.)

Source: Conference Board of Canada; Visit Florida

Brand USA, Visit Florida, US Department

of Commerce, Visit USA and Discover

America Committees

6564

GERMANYGermans want to mix their holidays with other experiences .

• Planning ahead is believed to be important among German travelers, who book vacations well in advance .

• They look for culture, experiences and safety .

• City trips are increasingly popular (40% of all short trips) .

• 37% of holiday trips are to the Mediterranean, 29% to Germany, and 33% to the rest of the world .

• Average price of an international trip: $1,314 .

• Long-haul travel has a market share of only 8%, but is growing fast .

• All big tour operators and many specialists promote long-haul .

• Travel agents are still a key force in the market, and the majority of bookings in Germany are still made

through traditional travel agencies .

MOBILE AS A KEY DRIVER OF ONLINE BOOKINGSMobile has become a vital travel-planning tool for Germany’s smartphone users . Half of all trip research is

conducted via smartphone, and the leap to mobile transactions will occur quickly as travel suppliers and OTAs

develop more sophisticated apps and mobile-optimized websites .

SCANDINAVIAThe economies of Denmark, Norway and Sweden are strong and have fared better than other European

countries . A vacation has a very high priority in Scandinavian culture and traveling is a basic good rather than

a luxury .

• The United States is the top long-haul travel destination for Scandinavian visitors .

• Fly/drive itineraries are dominant in tour operator offerings, and customized itineraries are very popular .

• Active vacations are gaining in popularity; 87% of Nordic travelers want to be active in natural surroundings

and they generally look for authentic destinations that their neighbors have not yet visited .

• The Nordic countries also have a high-level purchase power and spend .

Safety and security

Aquatic and coastal

Value for money

World-class nature

Great swimming beaches

Good food and wine

Friendly and open citizens

Rich history and heritage

Native or indigenous experiences

Quality accommodations

Spectacular coastal scenery

Family-friendly

Unique and interesting wildlife

Flights with no layovers

Events or festivals

51%49%

45%44%

41%38%

34%25%

23%21%

19%18%

16%16%

13%

MOST IMPORTANT FACTORS WHEN SELECTING A HOLIDAY DESTINATION

Source: ADAC Reise-Monitor 2017, ADAC Veriag

Source: Brand USA, Visit Florida, US Department of Commerce, Visit USA and Discover America Committees

6766

DATA DRIVES DECISIONSThere is truth in the numbers . It’s our job to find it and our job to act on it . As the

travel marketing landscape continues to evolve and consumer travel demand

remains high, we continue to focus and refine our marketing efforts . A key to this

refinement is being smarter with how we activate the visitor data we have at our

disposal and how we measure results .

Research tools such as DPA, Portrait of American Travelers® and modeling tools

such as MMGY’s Terminal provide a depth of knowledge about who our visitors are,

why they visit, and how we can reach more people like them . Insights derived from

these sources increasingly drive our media and marketing investments .

Along with smarter marketing comes smarter measurement . The Lee County

Visitor & Convention Bureau has a number of tools to measure the results of pieces

and parts of the whole program . As of now, these pieces aren’t all connected . In

2018, we’ll be discussing and deploying a new platform, one that will give us deeper

and more connected insights into the returns our marketing investments

are driving .

PRIMARY AUDIENCE PROFILESOf those interested in visiting within the next two years, there are three distinct

segments, or personas, to evaluate . Personas are derived from Portrait of American

Travelers® data based on two criteria:

1 . Respondent cites a beach experience as a desirable attribute of vacation .

2 . Respondent cites another form of water-based activity as a desirable vacation

attribute (swimming, snorkeling, fishing, boating, etc .) .

Target personas are selected based on future travel intent, demographics,

vacation spending projections, and general travel desires that align with the

Lee County product .

WILLIAMS R. ABLE Active, Affluent Families

GOING FOR IT Active, No Kids

FREE BIRDS Active, Empty Nest

6968

WILLIAMS R. ABLE Active, Affluent Families

Cooperative Decision-Makers

Between 30 and 51

$125k+ HHI

16% Hispanic

92% Married

86% Full-Time Employed

52% Graduate School Degrees

GOING FOR IT Active, No Kids

Primarily Male Decision-Makers

Between 25 and 39

$75k+ HHI

28% Non White

61% Unmarried

71% Full-Time Employed


FREE BIRDS Active, Empty Nest

Primarily Female Decision-Makers

Between 55 and 65

$100k+ HHI

43% Grandparents

82% Married

41% Part-timers or Retired


Source: MMGY Global’s 2012–2018 Portrait of American Travelers®, travelers interested in visiting Fort Myers/Sanibel Islands in the next

12 months

7170

THEME PARK SURVIVORSOur Theme Park Survivors have “been there and done that .” Their

kids are older, they are more affluent, and their tastes in vacation

destinations have changed . These are frequent Florida visitors who like

a slower pace .

FIDO-IN-TOWFourty-eight percent of our visitors own a dog and make significant

investments in pet supplies . Messaging will be aligned to this segment,

especially within Florida and southern drive markets .

SNAP HAPPYWithin the Williams R . Able segment, the Snap Happy audience

represents families with interests and activities associated with

photography . Great backdrops await in Lee County .

COUNTRY STREAMERSOur visitors are avid music connoisseurs who index highest for

country and rock genres enjoyed via streaming platforms .

PADDLES @ PLAYMembers of the Going For It segment are active couples that have

high interest and high intent to travel for canoeing, kayaking and

paddleboarding . They frequent resorts when traveling and are looking

for new venues in which to play .

FLOWERS & CHARDONNAYAssociation with gardening and wine culture is high among our

audience . Content and promotions with these elements are sure to

draw their attention .

NICHE AUDIENCE PROFILESUtilizing Experian models, we have determined six additional segments that

have significant propensity to be Lee County visitors . These segments are not

defined by standard demographics, but by behavior and affinities uncovered

during segmentation . We will reach these segments through custom digital media

campaigns driving to personalized content within FortMyers-Sanibel .com .

7372

FY2017–18 KEY TARGET MARKET DETAIL

PRIMARY Traditional and Digital Advertising

Domestic:Boston, Chicago, Cincinnati, Cleveland, Columbus,

Detroit, Indianapolis, Milwaukee, Minneapolis,

New York, St . Louis, Washington, D .C .

In-State:Miami – Ft . Lauderdale, Orlando, Tampa –

St . Petersburg, West Palm Beach

International:Canada, Germany, Scandinavia (Sweden, Denmark),

United Kingdom

SECONDARY Digital Advertising Only

Domestic:Albany, Atlanta, Baltimore, Dallas, Denver, Green

Bay, Greensboro, Houston, Louisville, Nashville,

Philadelphia, Pittsburgh, San Antonio

International:BeNeLux (Belgium, Netherlands, Luxemburg),

Scandinavia (Norway, Finland), Switzerland, Austria,

Ireland, France, Latin America

7574

FY2017–18 SEASONALITY Marketing Expenditures for FY2017–18

43% Fall/Winter

July 5–February

47% Spring/Summer

March–July 4

10% Always On

51% Consolidated

Digital

27% Broadcast &

Out-of-Home

22% Print

Digital – 25%

Social – 5%

SEM – 5%

Group – 2%

Integrated Packages – 4%

International – 9%

Research – 1%

Magazine – 9%

Newspaper – 2%

Group – 2%


International – 4%

Research – 1%

TV – 16%

Radio – 3%

Out-of-Home – 3%


Research – 1%

FY2017–18 BUDGET ALLOCATION

7776

FY2017–18 TARGETSSource FY2017–18 Target

Overarching

Bed Tax Audited Returns Increase bed tax receipts by 2 .75% over final FY2017 collections

Out-of-State Domestic Visitation Visitor Intercept SurveyGrow out-of-state visitation in paid accommodations by 2% over final FY2017 visitor count

In-State Visitation Visitor Intercept SurveyGrow in-state visitation in paid accommodations by 1% over final FY2017 visitor count

International Visitation Visitor Intercept Survey Maintain international visitation in paid accommodations

Length of Stay Visitor Intercept Survey Maintain length of stay

Visitor Recall Visitor Intercept Survey 35% or higher recall of destination advertising

Source FY2017–18 Target

eCRM

Website Leads

Unique Open Rate Exact Target/Google Analytics 22% open rate

Click-to-Open Exact Target/Google Analytics 23% click-to-open rate

Reader Service Leads



Digital Lead Generation Leads



All Leads

Partner Referrals Exact Target/Google Analytics 32,000

Guidebook Requests Exact Target/Google Analytics 3,000

Paid Media

Impressions Ad Services 710,000,000

Total Inquiries Google Analytics/Double Click 15,000,000

Total Leads Google Analytics 275,000

CPM Contracts $16 .57

Added-Value Placements Contracts Negotiate $2,000,000 in added-value placements

Social Media

Facebook Fans Facebook Increase FB likes by 50,000

Twitter Followers Twitter Increase Twitter Followers by 10,000

Instagram Followers Instagram Increase Instagram Followers by 10,000

Website Referrals Google Analytics Generate 150,000 referrals to website

Total Social Media Engagements Facebook, Twitter, Instagram Garner 3,250,000 total engagements

Total Social Impressions Facebook, Twitter 225,000,000 total impressions

Website

Average Pages/Visit Google AnalyticsAverage 2 .5 pages viewed per session, including general and promotional traffic

Guidebook Conversion Google Analytics 1 .5% of total website visitors request or view guidebook

eNews Sign-Ups Google Analytics Capture 25,000 email opt-ins

Average Visit Duration Google Analytics Average time spent on site 2:00

Partner Referrals Google Analytics 20% of visits to include a referral to a partner site

Product Development

Event Development Events/Venues 10% increase in room nights for IHSF & TDC funded events

Attractions Marketing Applications Maintain number of applicants; 10% increase in attraction visitation

Industry Relations

Guests First Training Guests First 1,595 participants (+5%) and 143 CGSPs (+10%)

Team Tourism Events Team Tourism Host a minimum of 5 partner events

Award Recognition E Awards/Chrysalis Execute E Awards and Chrysalis recognition programs

Tourism Ambassadors Visitor Services Field a team of 135 volunteers to support the VCB in multiple areas

Media Relations

Media ImpressionsMeltwater and any other

monitoring servicesReach 3 .15 billion media impressions (+5%)

Group and Individual Media FAMS VCB Count Maintain 120 group and individual media FAM tours hosted

Media Interview/Desksides (media tours, phone or email interviews, events outside of destination)

VCB Count Increase the number of media engagements to 350

Top Tier Editorial Coverage (New) Meltwater Increase top tier editorial coverage by 10%

Sales – International & Domestic Leisure

Meeting/Conference Conversion Simpleview Grow room nights contracted to 36,370 (+4%)

Meeting Leads Simpleview Increase leads generated by VCB to 508 (+5%)

FAM Trips VCB Count Host 125 travel professionals

Client Events VCB Count Conduct a minimum of 25 client events

Wedding Leads Simpleview Increase leads generated by VCB to 131 (+15%)

Enhance measurement of actual visitation correlated to addressable media, and establish baseline figures . Addressable media is media that can be tracked with a measurement technology tool .

7978

STAFF DIRECTORYAmanda AuerTourism & Hospitality

Coordinator

aauer@leegov .com

Berta MaldonadoFiscal Officer

bmaldonado@leegov .com

Betsy BushNortheast Region Sales

Manager

bbush@leegov .com

Brian OsoskyDirector of Marketing

bososky@leegov .com

Candice CoccoTourism Sales Manager/

Motorcoach/SMERF

ccocco@leegov .com

Charm EvansInternational Sales Coordinator

cevans@leegov .com

Cindy HinsonCommunications Manager

chinson@leegov .com

Courtney HerslContent Marketing Manager

chersl@leegov .com

Erin CongreganeSouthern Region Sales Manager

econgregane@leegov .com

Erin JunkinAdministrative Assistant, Sales

ejunkin@leegov .com

Fran BelascoDirector of Administration

fbelasco@leegov .com

Francesca DonlanDirector of Communications

fdonlan@leegov .com

Jackie RodriguezAdministrative Specialist,

Communications

jrodriguez5@leegov .com

Jackie ParkerCommunications Manager

jparker2@leegov .com

Jason GlasscockVisitor Services Coordinator

kglasscock@leegov .com

Jerry TerpMidwest Region Sales Manager

jterp@leegov .com

Jill VanceDirector of Sales

jvance@leegov .com

Joshua LambertMarketing Specialist

jlambert@leegov .com

Jovina HuberTravel Agent Help Desk

Manager

jhuber@leegov .com

Judi DurantDirector of Visitor Services

jdurant@leegov .com

Lesley-Ann ThompsonMarketing Manager,

Campaigns & Programs

lathompson@leegov .com

Lisa HarmerAccount Clerk, Senior

lharmer@leegov .com

Liz LinaresCustomer Service Coordinator

elinares@leegov .com

Lucy MaldonadoFiscal Manager

lmaldonado@leegov .com

Megan ContrerasCommunications Manager

mcontreras@leegov .com

Nancy MacpheeProgram Manager,

Product Development

nmacphee@leegov .com

Neil CurielDomestic Sales Coordinator

ncuriel@leegov .com

Nicole KingTourism Education Manager

nking@leegov .com

Pam BrownConference & Event Manager

pbrown@leegov .com

Pamela JohnsonDeputy Director

pjohnson@leegov .com

Shelley CrantSales & Public Relations

Manager

scrant@leegov .com

Simone BehrVisitor Services Coordinator

sbehr@leegov .com

Stefanie ZinkeInternational Sales Manager

szinke@leegov .com

Tamara PigottExecutive Director

tpigott@leegov .com

Thomas DerathéAdministrative Assistant

tderathe@leegov .com

Tommy CasselVisitor Services Coordinator

tcassel@leegov .com

STAFF DIRECTORY – INTERNATIONAL

CANADAJeanette FariaAccount Manager

jeanette@voxtm .ca

Braden RosnerPublic Relations Executive

braden@voxtm .ca

GERMANY, AUSTRIA & SWITZERLANDGabriele (Gabi) KuminekSenior Public Relations Manager

fortmyers-sanibel@gce-agency .com

Marcel ArensSales & Marketing Representative


Maria Sophia BachAccount Executive


UNITED KINGDOM, IRELAND & SCANDINAVIARob WilsonSales, Marketing & Public Relations Account Director

formyerssanibel@fourcommunications .com

Frances AmissahPublic Relations Account Manager

fortmyerssanibel@courcommunications .com

Documents

A STORY To Tell...6 7 VCB FACTOIDS • Lead marketing and promotional agency for visitation to Lee County and its 10 geographic regions • Branded as The Beaches of Fort Myers & Sanibel