VISIT SARASOTA COUNTY · Sarasota County Tax Collector collects on all short term rentals under 6 months. The purpose of these tax dollars is to market Sarasota County as a tourism

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C O U N T Y

V I S I T S A R A S O T A C O U N T Y

S C O P E O F S E R V I C E SF Y 2 0 2 1

DRAFT—061020A

VisitSarasota.com2

Scope of Services for Sarasota County GovernmentFY2021, October 1, 2020 – September 30, 2021

1. Invested Community Partners2. Introduction3. Overview of Brand4. Overview of Sales5. Overview of Sports6. Administrative Overview7. Effectiveness Measurements8. Organizational Chart & Team9. Budget Detail

Invested Community PartnersSARASOTA COUNTY COMMISSIONERSHon. Michael A. Moran, ChairHon. Alan Maio, Vice ChairHon. Nancy C. DetertHon. Charles D. HinesHon. Christian Ziegler

VISIT SARASOTA COUNTY BOARD OF DIRECTORSChristine Johnson, Chair, Conservation Foundation of the Gulf CoastNick Mavrikas, Vice Chair, Embassy SuitesLorrie Liang, Secretary/Treasurer, Sarasota Memorial HospitalSteven High, Past Chair, The RinglingHon. Al Maio, Sarasota County CommissionHeather Kasten, Greater Sarasota Chamber of CommerceSondra Guffey, Marketing ConsultantDr. Patrick Moreo, USF – Sarasota ManateeVarinia Van Ness, Esq, Van Ness Law GroupRussell Matthes, Daiquiri Deck Raw BarGil Reyes, Westin SarasotaRichard Russell, Sarasota OperaLori Ruth, Observer East

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TOURIST DEVELOPMENT COUNCIL MEMBERSHon. Charles Hines, Chair, Sarasota County CommissionNorman Schimmel, Vice ChairHon. Sherry Dominick, Longboat Key CommissionHon. Shelli Freeland Eddie, Sarasota City CommissionKathleen Lehner, Venice ChamberHon. Jill Luke, North Port City CommissionKim Matlock, Matlock Digital GroupJeff Miller, Carlisle InnDr. Joe Neunder, Venice City CouncilBharat Patel, Quality Inn & SuitesAngus Rogers, Floridays DevelopmentLeon Thibeaut, Social EntrepreneurJohn Zaccari, A2Z Hospitality Management

ADVISORY COMMITTEE MEMBERSMARKETING WORK GROUPCindy Moore, Buffalo LodgingRussell Matthes, Daiquiri Deck and VSC Board MemberAmber Halt, Daiquiri DeckScott Moudry, Baltimore OriolesMike Holderness, Siesta Key Beachside VillasJessi Smith, Freelance Writer—83 Degrees MediaDiana Corrigan, St Armands Circle AssociationErin Hurter, Visit Sarasota CountyKate Atkin, EDC Sarasota CountyChristine Moore, Embassy SuitesJa’Shaiya Paschal, Boys & Girls Club STAR Student

SPORTS VENUE WORK GROUPAtlanta BravesBaltimore OriolesFox Lea FarmIMG AcademyNathan Benderson ParkPremier Sports CampusSarasota BMXSarasota County Parks, Recreation and Natural ResourcesSarasota Polo ClubSarasota Sharks—Selby Aquatic CenterSarasota Sailing Squadron

VisitSarasota.com4

IntroductionVisit Sarasota County (VSC) is honored to share this Fiscal Year 2021 Scope of Services Plan. The budget for this plan comes from the Tourist Development Tax (TDT) that the Sarasota County Tax Collector collects on all short term rentals under 6 months. The purpose of these tax dollars is to market Sarasota County as a tourism destination so that more people come to our area and continue to stay in commercial lodging, thus supporting the businesses that collect this tax and our community.

In 2021, Sarasota County celebrates its 100th birthday! VSC will celebrate this anniversary in our visitor centers and through storytelling to consumers, media, and trade in a way that will inspire travel to our community.

Due to the recent worldwide pandemic, VSC is employing a back-to-basics approach. We will ensure our dollars are spent in the most economical and efficient way to deliver the best return on investment. We recognize that many of Sarasota County’s businesses may not have the financial means to contribute to cooperative advertising and promotions as they have in the past. Our efforts will be key to their recovery.

In this plan there is a heavy focus on marketing to consumers who are in-state and those within a drive. We will add fly markets, per market conditions, and add them in with a phase by phase approach. We have an emphasis on building repeat group business through incentives, retargeting marketing campaigns, and promotions. Specific to our sports group business, we will focus on supporting events that will occur over the next year and will generate immediate business for our community. We will do this with our grant and major event funding programs.

In this plan we walk through the objectives, markets, and tactics for Brand, which is inclusive of Visitor Services, Sales, and Sports.

Additional information on our 5-year Strategic Plan, and other brand background, materials, images, and content that are available to all that live, work, and play in Sarasota County can easily be found on SarasotaCountyBrandToolKit.com.

http://SarasotaCountyBrandToolKit.com

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Overview of Brand BRAND: PAID ADVERTISING• Will rely heavily on digital strategies. Will use channels

that use behavioral targeting; retargeting those interested in the Gulf Coast of Florida, and use authentic visuals and video.

• Will provide inexpensive or no expense opportunities for our accommodations, arts, culture, eco, wellness, and nature partners to buy in and be featured.

• Collaborate with community partners to create a Sarasota County 100th anniversary video or documentary that promotes tourism to Sarasota County.

• Collaborate with the Sarasota County Economic Development Corporation on remote work initiatives.

• Advertising spend focused on building group markets such as meetings and leisure groups.

• Continued airline and air service marketing support as market conditions and sentiments allow.

OBJECTIVES• Focus on digital media tactics for a trackable, conversion-based campaign lift.

• Continue to increase brand awareness of Sarasota County as a must-experience destination.

• Focus on diverse Sarasota County beaches.

• Deliver leads to Sarasota County hotels for both meeting and leisure group business.

• Have Sarasota County widely recognized as a top remote work location in the U.S.

• Create opportunities for area businesses to participate in these media opportunities.

MARKETS • Phase 1: Drive Markets/In-state

• Phase 2: Out-of-state markets with direct flights to SRQ (Midwest)

• Behavior based instead of geographic

• Meetings Planners [Corporate, Association, and SMERF (Social, Military, Educational, Religious, and Fraternal groups)]

TACTICS• Approx. 75% Digital; 25% Broadcast/Print/Out-of-Home

• Retargeting (People interested in Florida or the West Coast of Florida)

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BRAND: PUBLIC RELATIONS AND EARNED MEDIA• Conduct media missions to involve local area businesses to tell the story of the Sarasota County experience.

Markets chosen as consumer sentiment and research dictates.

• There will be no retainer Public Relations (PR) firm fee for year-round domestic or international PR. Instead we will allocate project funds for this market and will use them as market conditions improve. We will still host quality reactive international PR opportunities.

OBJECTIVES• Maximize exposure of Sarasota County as a tourism

destination and highlight area businesses to showcase things to do during visit.

• Increase awareness of Sarasota County beaches, including our #1 Siesta Key Beach 2020 designation by Trip Advisor, and with special emphasis on lesser known beaches and each beach’s unique personality, alongside nearby places to stay and things to do.

• Connect Sarasota County area businesses with media in Florida drive markets to increase brand awareness of a Sarasota County vacation.

MARKETS • In-State

• Drive Market, Southeast, Northeast, Midwest

• Behavior based instead of just geographic

• Meetings Planners (Corporate, Association, and SMERF)

TACTICS• Proactively pitch story ideas to writers and publications,

bloggers/vloggers, social influencers, and broadcast outlets.

• Send quarterly media e-newsletter to a travel media contact list where an emphasis is on continuing to build the list with applicable media.

• Host media in destination—reactive and proactive.

• Attend VISIT FLORIDA, Southeast Society of Tourism, Public Relations Society of America, Society of American Travel Writers, etc. media marketplace events to connect with and pitch media.

• Identify relevant media, resonating storylines, coordinate individual/group media missions/appointments in Florida regions such as Tampa, Orlando, Jacksonville, Ft. Myers, Naples, Ft. Lauderdale, and Miami.

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BRAND: WEBSITE AND CONTENT• The website will continue to be a good way for VSC to connect consumers with Sarasota County businesses. We will focus

our efforts on generating business referrals.

• Support the remote working initiative in partnership with the EDC.

OBJECTIVES• To more effectively and better diversify the

inclusion of Sarasota County businesses and their content into VSC online articles, videos, and social content.

• Utilizing content, increase awareness of Sarasota County beaches, including taking advantage of Siesta Key’s #1 ranking (via unique URL NumberOneBeach.com) and with special emphasis on lesser known beaches.

• For potential visitors, and those already in the destination, to plan, book, and connect with area businesses as a result of using VisitSarasota.com.

• Educate area businesses about relevant marketing and tourism trends and best practices

MARKETS • Local tourism industry/area businesses when focusing on internal communications

• In-State

• Drive Market, Southeast, Northeast, Midwest

• Behavior based instead of just geographic

• Meetings Planners (Corporate, Association, and SMERF)

TACTICS• Build Content Calendar and share for area businesses to see on SarasotaCountyBrandToolkit.com.

• Launch enhanced platform where VSC can notify businesses of upcoming content opportunities on a quarterly basis and receive submissions from them.

• Utilize and promote hashtags to maximize aggregation, engagement, and reach. Use contests to incentivize use of hashtags.

• Drive traffic to VisitSarasota.com via digital ads, social media, search engine optimization efforts, and other marketing tactics.

• Optimize website to showcase business listings and hyperlink to their websites.

• Utilize personalization on VisitSarasota.com to better engage web visitors.

• Leverage VSC Deals and Calendar/Things To Do pages on website.

• Optimize search feature on website.

• Generate business e-newsletters with relevant and timely tourism trends and best practices.

http://NumberOneBeach.com

http://VisitSarasota.com

http://SarasotaCountyBrandToolkit.com



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BRAND: VISITOR SERVICES AND EXPERIENCE• Effectively advertise the locations of the VSC visitor centers throughout the region and the state.

• Find new ways to distribute guides and collateral to eliminate waste.

• Due to budget cuts, visitor center and Visitor Information Vehicle (VIV) availability will be cut shorter, therefore:

– Will engage heavily with locals to increase their knowledge of our visitor experience outlets, and their knowledge of not only our area’s history but our areas offerings of things to see and do.

– In the same spirit as above, VSC will host events for the hospitality industry, and will provide incentives.

• Celebrate 100th anniversary!

OBJECTIVES• Provide a safe and fun environment for our visitors

and volunteers.

• Celebrate 100 years of Sarasota County.

• Continue in-state promo of Visitor Guide and general brochure.

• Advocate for locals to be brand ambassadors to help extend our reach.

• Open houses and expos at the Visitor Centers with incentives for locals to stop in.

MARKETS• Local, regional, and throughout all of Florida.

TACTICS• Ensure centers are cleaned often and follow CDC recommended guidelines.

• Centers will be decorated to highlight the milestone anniversary. Promote the 100th anniversary video and other applicable content created by VSC and community.

• Use Visit Florida Welcome Centers and other outlets as budget allows to distribute our collateral.

• Educate locals and area businesses and provide them with toolkits so they may share our messages on their social media.

• Use VIV, as budget allows, for events outside of the County to share all there is to see and do in Sarasota County.

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BRAND: PROMOTIONS• Rely on FY2020 supply of promotional materials and printed products to use in FY2021 with a very small allocation in

case something is needed.

• Eliminate support for fireworks, eliminating the Englewood Waterfest grant as they didn’t even apply in 2020.

• Funding for Sarasota Centennial celebration promotion including a video. The story of the centennial is compelling and will be widely distributed. We will run a targeted campaign to promote the content to inspire travel to Sarasota County.

• Eliminate educational events that cost funds. Look for free opportunities to continue professional development. Only keep in-state or virtual educational opportunities.

• Drop membership in industry association international destinations for the year.

BRAND: RESEARCH • The core of the research will remain which will provide us with monthly, quarterly, and annual visitor tracking. We will

continue with the monthly STR reports to measure Sarasota County hotel performance against the competitive set. However, special projects such as advertising effectiveness will be eliminated for 2021.

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Overview of SalesSALES: GROUP SALESThe primary goal of the VSC sales department is to promote Sarasota County as the ideal destination for meetings and group events. The return on investment (ROI) of the sales team strategies are reflected directly in Sarasota County’s bottom line of the TDT collected. By promoting Sarasota County as a meetings destination, hotel room nights increase with group business as does overall economic impact for the destination. Groups utilize not only our hotels, but offsite unique venues, local restaurants, transportation services, etc.—thus creating additional incremental revenues for these businesses.

OBJECTIVES• Position Sarasota County as the preferred meeting destination for the small to mid-size meeting market.

• Generate qualified group leads and increase room nights for Sarasota County hotels and other area venues.

• Remain competitive with similar Gulf Coast destinations in winning group business through strategic promotion of VSC’s Meeting Incentive Program.

• Stay top-of-mind among Sarasota County’s largest segments of group business (corporate, association, leisure groups, and weddings).

• Ensure that the VSC sales team members are seen as leaders in the field among meeting planners and the local industry.

• Provide sufficient funding to seize opportunities to book additional meetings into the destination or for programs that will generate leads for new group and meetings business.

MARKETS• National non-stop destinations serviced by the Sarasota-Bradenton International Airport (SRQ)

• National, state, and regional corporate, association, and leisure group planners

• Destination wedding specialists and planners

• Drive-market engaged couples

• Domestic travel agents

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TACTICS• Participate in industry tradeshows which connect VSC

to our target markets.

• Continue to build on the success of the Meeting Incentive Program by further increasing funding in addition to creating a multi-year meeting incentive option to roll-out to meeting planners and local hoteliers.

• Lead domestic sales missions in solicitation of potential new accounts for the area.

• Conduct site inspections for both prospective and tentative clients.

• Host Familiarization Tours (FAMS) for meeting planners from target market segments. Careful selection of qualified third-party planners will be included in these FAMS, as they may acquire all types of segments of business.

• Utilize and enhance listings within third party online destination sales and marketing channels like CVENT, Helmsbriscoe, ConventionPlanit, and Touroperatorland.

• Maintain active social channels to increase familiarization among buyers and potential clients. LinkedIn for meetings and Pinterest for weddings.

• Maintain a “storefront” on The Knot with Sarasota County destination wedding information in order to generate leads and inquiries for local hotels, venues, and wedding service vendors in Sarasota County.

• Participate in member chapter events for networking and prospecting such as Meeting Professionals International (Tampa & South of the Skyway Chapters), Florida Society Association for Executives (FSAE), and American Society for Association Executives (ASAE).

• Work in concert with VSC brand team to keep group advertising placement consistent with target sales markets.

• Work with VSC media relations team to develop useful and inspiring news releases targeting the meetings industry through key publications specifically for the meetings industry.

GROUP SALES CALENDAR OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP

Florida Bridal and Wedding Expo X

Small Market Meetings Conference X

Florida Encounter X

Xsite and Sales Mission X

Travel Agent Forum X

SGMP and Sales Mission X

FSAE X

MPI Sunshine Education Summit X

Connect Marketplace X

Destinations Southeast X

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GROUP SALES: TRAVEL TRADEReaching international foreign independent travelers is done working through both Tour Operators located internationally and Receptive Operators, who are located stateside. Collectively, International Tour Operators and Receptive Operators are referred to as the Travel Trade. Travel Trade sales is a subset of the VSC sales department. International travelers bring a plethora of benefits to the area when they visit. European markets largely travel outside of Sarasota County’s “peak season” and they spend more than a domestic traveler. Canadian markets travel mainly within peak season but they are a longer-term stay and use more local community services outside of the traditional visitor amenities. However, international markets are expected to have a very slow recovery due to the pandemic.

OBJECTIVES• Stay top-of-mind among international travelers who are booking long-haul trips to beachside destinations.

• Generate bookings from the international market through creative campaigns with Tour and/or Receptive Operators promoting Sarasota County as the ideal long-haul holiday.

• Maintain relationships with Tour and Receptive Operators in order to keep them informed of updates in the area and to stay current on any materials needed (images, copy, etc.) for their printed sales brochures and website landing pages.

• Continue to participate in opportunities to meet with product managers to increase offerings for the area to the international market.

• Keep international reservation agents educated on the amenities of the area so they can assist guests in booking the destination for their holiday.

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TRAVEL TRADE CALENDAR OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP

Florida Huddle X

IITA Summit X

Receptive Sales Mission X

MARKETS• International foreign independent travelers from UK,

Canada, and Germany.

TACTICS• International representation will be brought in-house

and fully managed through VSC Administrative office domestically.

• Hold some funding in contingent status in order to have it readily available for time-sensitive opportunities that will generate international bookings for the area.

• Participate in industry tradeshows which connect VSC with Tour and Receptive Operators who service our target markets.

• Continue to build on the success of previous collaborations with International Tour Operators with continued campaigns that focus on the specific outcome of generating bookings to Sarasota County.

• Host Familiarization Tours for international product managers and reservation agents.

• Utilize and enhance listings within third party online destination sales and marketing channels such as Touroperatorland.

• Work with VSC media relations team to develop useful and informative briefings on updates in the area for international Tour Operators and Receptive Operators.

• Conduct sales missions to Receptive Offices located in Orlando and Miami.

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Overview of SportsThe VSC Sports department promotes the Sarasota County region and its elite sports facilities to attract business in the form of sports events, championships, and tournaments. These events benefit Sarasota County not only by producing direct economic impact, but also by providing opportunities to promote athletics, health, and wellness to residents. VSC staff work to build long-term relationships with sports decision makers by attending tradeshows, hosting familiarization tours, visiting future potential events, and coordinating other business development activities. VSC also works closely with local facility operator partners to successfully host and service existing events for the purpose of developing repeat business. These business development and service elements combined with financial support in the form of event grants are designed to effectively position Sarasota County as one of the world’s top sports event destinations.

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OBJECTIVES• Produce economic impact for Sarasota County by generating overnight visitation through sports events.

• Maintain consistent funnel of future events through repeat bookings, conversion of one-time events to annual events, and bid submissions.

• Optimize sports event funding to produce higher return on investment through room nights and TDT generation.

• Successfully host 2021 Under 18 Baseball World Cup in coordination with Bradenton Area CVB and USA Baseball.

MARKETS• Organizations: National Governing Bodies

(USRowing, USA Baseball, etc.), NCAA, FHSAA, International Governing Bodies plus many other for-profit and non-profit event producers.

• Age Groups: Youth, High School, College, Senior (Elite-level), and Masters.

• Geographic Scope: regional, national, and occasional international.

TACTICS• Prospect for new events by attending sports tourism

tradeshows, conducting a sales mission in Colorado Springs, and attending annual conferences of various sport governing bodies.

• Establish stronger relationships with local sports organizations and leagues to create new connections to tournaments and events that could be hosted in Sarasota County.

• Evaluate feasibility of creating an owned event in order to generate business for specific need time.

• Reevaluate Grant Program to ensure funds are distributed to events with the highest need and greatest return.

• Fully activate Volunteer Recruitment program as an added benefit for events rights holders and facilities.

• Continue to host biannual facility meetings to provide updates and networking opportunities to regional partners.

• Assist events with local marketing efforts by sending quarterly event list to local media contacts and promoting events on the VisitSarasota.com Events Calendar.

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Administrative OverviewMANAGEMENT FEEThrough the actions of layoffs, position elimination, and salary reductions, VSC will save $278,755 in management expenses in FY2021, bringing that cost down to $1 million.

VSC staff are reassigned duties to cover for eliminated positions and eliminated outside contracts.

Effectiveness Measurements VISIT SARASOTA COUNTY WILL USE THIRD PARTY RESEARCH TO:1. Monitor overall destination condition such as visitation, spending, rooms sold, average daily rate

and occupancy; and

2. Travel activity indicators such as site visits, referrals, and media impressions.

IN ADDITION TO THE ABOVE, WE WILL DELIVER:3. Create 12 (average of 3 per quarter) opportunities for Sarasota County businesses to participate in VSC programming.

4. Garner 48 (average of 12 per quarter) leads through advertising and outreach.

5. Garner 100 instances (average of 25 per quarter) of Sarasota County businesses mentioned in digital content—including online articles, e-newsletters, videos, and social media channels.

6. Secure up to 10 stories in print and online articles and via media outlet’s e-newsletters and social media channels across target markets where the main storyline is about Sarasota County beaches.

7. 100 instances of the beach(es) branded hashtag(s) being used on social media by VSC and consumers.

8. Generate 1 million sessions on VisitSarasota.com.

9. Submit a minimum of one bid to host a travel and tourism industry meeting in our County for FY22 or beyond.

10. Host a minimum of 2 group sales FAM tours to the area.

11. Book $6.5 million in economic impact in group business.

12. Roll out an incentive program option for multi-year meeting agreements.

13. Send quarterly briefings to European tour operators and stateside receptive operators on updates in the area.

14. Conduct a minimum of 30 face-to-face or virtual meetings with tour and receptive operators.

15. Create and distribute a recorded training webinar for international reservation agents.

16. Generate 40,000 hotel room nights in Sarasota County through VSC-supported sporting events.

17. Produce an ROI of at least one Sarasota County hotel room night per every $5 funded towards events supported by the Grant Program and Major Event Program.

18. Generate at least 300,000 media impressions through the U18 Baseball World Cup.


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Visit Sarasota County Organizational Chart & Team

PRESIDENTVirginia Haley

FRIENDS OF VISITOR SERVICES

DIRECTOR OF FINANCE & ADMINISTRATION

Andrea Hunt

DIRECTOR OF SALESKelly Defebo

DIRECTOR OF SPORTS

Shelby Connett

VICE PRESIDENTErin Duggan

EXECUTIVE ASSISTANT

Shantel Norman

STAFFACCOUNTANTTammy Jones

SENIOR SALES MANAGER

PARTNERSHIP DEVELOPMENT

MANAGERErin Hurter

SALES COORDINATORCarolyn Perry

MEETING SALES MANAGER

Amanda Walker

GROUP SALES COORDINATOR

SPORTS SALES COORDINATOR

Allison Jones

COMMUNICATIONS & CONTENT MANAGER

Britney Guertin

CONTENT COORDINATOR

Adam Cellini

WEBSITE SUPERVISOR

PROJECT MANAGEREnriqueta Balandra

VISITOR EXPERIENCE MANAGER

Sandrina McCloud

PART TIME VISITOR CENTER & VIV STAFF

VISITOR CENTER VOLUNTEERS

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Budget Detail

EXHIBIT AVSC SCOPE OF SERVICES AND BUDGET

FY 2021

Visit Sarasota County

COUNTY TDT PROMOTION FUND Budget BudgetFY 2021 FY 2020

Estimate of Beginning Fund Balance 2,086,614$ 2,396,293$ Forecast of annual TDT Revenue & Interest 3,387,336 5,207,200 EDC Film & Entertainment Office funding (125,000) (125,000) County 60-90 day Reserve (FY2021=60 days) (769,100) (1,063,493) Estimate of Available TDT Promotion Funds 4,579,850$ 6,415,000$

FY 2021VSC TDT PROMOTION EXPENSE Budget Budget VS.

FY 2021 FY 2020 FY 2020Advertising 1,198,000$ 1,845,000$ -40.6%

Airline Reserve Funds 361,789 600,000 -39.7%

Web Online 200,000 210,000 -4.8%

Media Relations and Earned Media 200,000 340,000 -41.2%

Social Content and Storytelling 85,000 90,000 -5.6%

Visitor Services 115,000 195,000 -41.0%

Promotion 125,000 185,000 -32.4%

Market Research 153,000 168,000 -8.9%

Sports 485,000 650,000 -25.4%

Group Sales 274,000 417,000 -34.3%

International Sales 26,061 375,000 -93.1%

Telecommunications 27,000 30,000 -10.0%

Postage & Shipping 45,000 75,000 -40.0%

Administrative 45,000 50,000 -10.0%

Professional Services 1,000,000 1,185,000 -15.6%

Total (VSC Budget) 4,339,850$ 6,415,000$ -32.3%

U18 World Baseball Cup 240,000 -

Total 4,579,850 6,415,000 -28.6%

Note: Private Sector Contribution (10% required match) 433,985$ 641,500$ -32.3%

-$ -$

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ADVERTISING

Detail 2021 Budget 2020 Budget

DIGITAL MEDIA 778,165 1,305,074 Behavior-Based 778,165

PRINT MEDIA PLACEMENTS 72,780 121,826 72,780

OUT OF HOME MEDIA PLACEMENTS 72,780 65,000 Opportunity Markets 72,780

BROADCAST MEDIA PLACEMENTS 72,780 50,000 Opportunity Markets 72,780

PROFESSIONAL DEVELOPMENT - 6,000

PRODUCTION COSTS 10,000 10,000 10,000

AGENCY FEES 191,495 287,100 Creative Agency Fees 104,440 Media Buying Agency and Management Fees 87,055

Total Advertising Budget 1,198,000 1,198,000 1,845,000

Airline Reserve Funds


AIRLINE RESERVE FUNDS 361,789 600,000 Allegiant - Ashville, NC 12,500 Allegiant - Baltimore, MD 12,500 Allegiant - Coulmbus, OH 12,500 Allegiant - Grand Rapids, MI 12,500 Allegiant - Harrisburgh, PA 12,500 Allegiant - Nashville, TN 12,500 Allegiant - Richmond, VA 12,500 Allegiant - Syracuse, NY 12,500 Allegiant - Knoxville, TN 25,000 Allegiant - St. Louis/Bellview, IL 25,000 Allegaint - Chicago/Rockford, IL 25,000 Allegiant - Des Moines, IA 25,000 Allegiant - Flint, MI 25,000 Allegiant - Fort Wayne, IN 25,000 Allegiant - Louisville, KY 25,000 Allegiant - South Bend, IN 25,000 Sun County - Minneapolis, MN 25,000 Contingency 36,789

Total Airline Budget 361,789 361,789 600,000

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WEB ONLINE

Detail 2021 Budget

2020 Budget

Email Marketing Platform 2,400 2,400 2,250 CRM 30,000 30,000 29,000 Domain renewals 2,500 2,500 2,000

Adobe Renewals 1,200 1,200 1,200

Mobile Apps / Third Party Platforms / Event Calendar 8,500 8,500 13,400

Monthly Web Services 125,000 125,000 125,000

Special Projects and web enhancements 30,400 33,150 30,400

Training on Trends / Tools - - 4,000

Total Web Budget 200,000 200,000 210,000

SOCIAL CONTENT

Detail 2021 Budget

2020 Budget

OutreachDistribution & Engagement 30,000 30,000 35,000

Content Creation 55,000 55,000 Freelance Writing/Copy, Video/Photography 55,000

Total Social Content Budget 85,000 85,000 90,000


WEB ONLINE

Detail 2021 Budget

2020 Budget

Email Marketing Platform 2,400 2,400 2,250 CRM 30,000 30,000 29,000 Domain renewals 2,500 2,500 2,000

Adobe Renewals 1,200 1,200 1,200

Mobile Apps / Third Party Platforms / Event Calendar 8,500 8,500 13,400

Monthly Web Services 125,000 125,000 125,000

Special Projects and web enhancements 30,400 33,150 30,400

Training on Trends / Tools - - 4,000

Total Web Budget 200,000 200,000 210,000

SOCIAL CONTENT

Detail 2021 Budget

2020 Budget

OutreachDistribution & Engagement 30,000 30,000 35,000

Content Creation 55,000 55,000 Freelance Writing/Copy, Video/Photography 55,000

Total Social Content Budget 85,000 85,000 90,000

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MEDIA RELATIONS

Detail 2021 Budget

2020 Budget

Media Development 49,100 51,000 Media Monitoring Service 9,100 Press Trip Expenses (Domestic & International) 30,000 Image Bank 4,000 Satellite Media Tours/Wire Fees 6,000

Outreach 54,000 38,700 Media receptions / Missions (VF, STS, & VSC) 23,000 Public Relations Society of America (PRSA) 3,000 Society of American Travel Writers (SATW) 7,500 Award Entries (Compilation/fees) 500 FOWA/OWAA 20,000

Media Development 700 5,800 Florida Public Relations Association (FPRA) 700

International In-House PR - 3,000 IPW -

Projects: 95,000 90,000 95,000

Contingency 1,200 1,500 1,200

USA/National PR FIRM RETAINER - - 50,000 INTERNATIONAL PR FIRM RETAINER - - 65,000

35,000

Total Media Relations Budget 200,000 200,000 340,000


VISITOR SERVICES


115,000 Chamber Collaborations, Visitor Centers & Kiosks 68,500 100,000 Chamber Kiosks 10,000 10,000 Engagement 2,500 10,000 Visitor Information Vehicle 2,000 10,000 DMAI/VF/Fanfest Opportunities / Trainings - 5,000 Collateral 22,000 30,000 Contingency 10,000 30,000

Total Visitor Services Budget 115,000 115,000 195,000

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PROMOTION


Promotional 94,500 79,000 Marketing collateral, graphics, promotional items 10,000 Mote Beach Conditions 15,000 Sarasota Centennial-video & promo 69,500

Leadership Development 4,000 40,000 Visit Florida & Florida Assn of DMOs 2,000 Global Industry trends, trade shows and DMAI 2,000

Dues, Subscriptions & Sponsorships 26,500 35,750 Visit Florida 10,000 Southeast Tourism Society 1,000 Florida Restaurant and Lodging Association 250 Florida Association of DMOs 15,000 Florida Attractions Association 250 Destinations International -

Contingency - 30,250 Contingency -

Total Promotion Budget 125,000 125,000 185,000


RESEARCHDetail 2021 Budget 2020

Budget

Monthly ADR & Occupancy 100,000 134,800 138,000 Economic Impact Reports 30,000 STR Reports 4,800

Special Projects 18,200 30,000 18,200

Total Research Budget 153,000 153,000 168,000

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SPORTS


Tradeshows/ Conventions 28,000 46,250 Sports ETA Symposium 7,500 American Baseball Coaches Conference 2,500 Sports Sales Mission 3,000 Florida Sports Foundation Summit 2,500 World Rowing Annual Meeting 5,000 US Aquatic Sports Convention 2,500 Additional Sports Tourism Tradeshow 5,000

Grant Program 95,000 99,000 Event and Training Grants 95,000

Bidded Events 295,500 421,000 Sarasota Offshore Grand Prix 100,000 Fox Lea Farms Venice Tour 10,000 FSRA Sweeps 7,000 FSRA Sculling 3,000 GameDay USA 3,500 USRowing Youth Nationals 20,000 US Dragon Boat National Championship 20,000 NCAA Rowing National Championships 15,000 IVP by Figo 7,500 Y of the USA Masters Swimming 7,500 Canoe Kayak National Championships 10,000 USA BMX Sunshine National 10,000 Sunfish World Championships 2,000 Rowing Olympic Trials 5,000 ITU World Cup 5,000 Superbowl LV 10,000 LECOM Classic Golf Tournament 5,000 Events TBD 55,000

Business Development and Marketing 63,000 79,750 Site Visits 7,500 Mileage 1,000 Attendance-Building Marketing 1,000 Collateral 500 FSF Spring Training Guide 1,000 Event Services/Community Engagement 5,000 Volunteer Recruitment 5,000 Braves Activations 20,000 Orioles Activations 20,000 Misc/Contingency 2,000

Memberships 3,500 4,000 Florida Sports Foundation 2,000 Sports ETA 1,500

Total Sports Budget 485,000 485,000 650,000

VisitSarasota.com24


GROUP SALES


Tradeshows 65,200 107,700 FL Encounter 4,500 IMEX America 20,000 Destination Southeast 6,500 FSAE 2,200 Florida Bridal and Wedding Expo 3,500 Connect Marketplace - 2 tracks Simultaneously 12,000 MPI SE Conference 3,000 Small Market Meetings Conference 4,500 SGMP & Sales Mission 3,000 Xsite & Sales Mission 2,000 Travel Agent Forum 4,000

Sponsorships - 4,000 FSAE Luncheon Sponsorship -

FAMS/ Site Visits 8,500 48,000 VSC-Hosted FAMS 8,500

Sales Calls and Receptions 1,250 6,000 In-Market VSC sales Missions/Events 1,250

Lead Generation 54,500 53,000 Cvent Marketing Program 38,000 HB Partnership 7,000 Conventionplanit/Prospecting 6,500

The Knot Prop 3,000

Incentives 85,000 75,000 Incentive Promotion 85,000

Resources 5,000 11,500 DMAI Economic Impact Calculator 3,500 Tradeshow Displays/Graphics 1,000 Save the Date Postcards 500

Memberships 3,160 3,560 MPI - Meeting Prof. International 440 FSAE - FL Society of Assoc. Execs. 250 ASAE - American Society of Assoc. Execs. 470

TourOperatorLand 2,000

Professional Development - 1,000 Webinars and CEUs -

Advertising and Listings - 15,840 Convention South Listing - MPI Online Listing - FSAE Membership Directory - Additional Meeting Ads - Group Sales Specialty Ads and Listings -

Contingency 51,390 2,400 mileage 250 Contingency for incentives & lead generation 51,140

Total Group Sales Budget 274,000 274,000 328,000

25


INTERNATIONAL

Detail 2021 Budget

2020 Budget

Trade Shows 10,000 77,700 IITA Summit 5,500 Florida Huddle 4,500 IPW - ITB - RTO Summit -

UK Sales & Marketing - 132,500 UK Trade Representation - UK Marketing & Sales Activities -

German Sales & Marketing - 101,000 German Trade Representation - German Marketing & Sales Activities -

Canadian Sales & Marketing - 22,000 Canadian Marketing & Sales Activities -

Travel Trade/ Receptive Sales & Marketing 500 15,600 Travel Trade/Receptive Sales Mission 500

Memberships 1,775 3,900 IITA 700 US Travel Association 1,075

Site Visits/FAMS 5,000 18,800 Site Visits/FAMS 5,000

Contingency 8,786 3,500 8,786

Total International Budget 26,061 26,061 375,000


TELECOMMUNICATIONS

Detail 2021 Budget

2020 Budget

Telephone Service & Lease 32,000 27,000 Frontier - Admin 3,000 4,500 Frontier - Venice Visitor Center 1,100 1,200 Comcast - Admin 1,500 12,000 Star to Star - Admin 10,200 12,000 Star to Star - Visitor Center 3,000 3,000 Verizon Wireless 6,500 7,250 Wireless Internet 1,020 1,050 Conference calls 680 1,000

Total Telecommunications Budget 27,000 27,000 42,000

VisitSarasota.com26


POSTAGE Detail 2021

Budget 2020

Budget

Fulfillment 24,000 24,000 32,800 VSC in house postage costs 8,000 8,000 15,500 Shipping carrier costs & Int'l 3,800 3,800 8,000

Chamber mailing program 9,200 18,700

Venice Chamber 1,500 Siesta 6,500

Longboat Key Chamber 1,200

Total Postage Budget 45,000 45,000 75,000


ADMINISTRATIONDetail 2021 Budget 2020

Budget

Computer maintenance 25,000 25,000 Contracted technology support & archiving 25,000

Computer supplies & equipment 10,000 10,000 10,000 Office Supplies 5,000 5,000 10,000

Legal Fees 5,000 5,000 5,000

Total Administration Budget 45,000 45,000 50,000


MANAGEMENT FEEDetail 2021

Budget2020

Budget

Professional Marketing 1,000,000 1,185,000 Personnel 1,000,000

Total Management Fee Budget 1,000,000 1,000,000 1,185,000

27

Notes

LONGBOAT KEY | ST. ARMANDS | L IDO KEY | SIESTA KEY | CASEY KEY | VENICE | MANASOTA KEY | ENGLEWOOD | NORTH PORT

C O U N T Y

Documents

VISIT SARASOTA COUNTY · Sarasota County Tax Collector collects on all short term rentals under 6 months. The purpose of these tax dollars is to market Sarasota County as a tourism