2017 Sarasota County: Maintaining A Forward Thinking Brand Tourism - - PowerPoint PPT Presentation

Marketing Outlook 2017

Sarasota County:

Maintaining A Forward Thinking Brand

One out of every five people working in Sarasota County has a job supported by tourism.

Tourism Matters to Sarasota County

$2,827,895,700

Economic Impact

New Hotel Product

City of Sarasota

• Current Room Inventory:

2,000 Rooms

• Future Growth: 1,000

Additional Rooms

– Westin 2017 – Embassy Suites 2017 – Hotel Sarasota 2017 – Hampton 2018 – Aloft opened 2016

Just Try To Keep Up

2016 ■ Constant Connectivity ■ Hyper-Personalization ■ Video Continues to Climb ■ Clickbait! Clickbait! Clickbait! 2017 ■ Instant Gratification ■ Localization ■ Drones ■ Virtual Reality

What Instant Gratification Means To…

Baby Boomers I’ve worked hard; I deserve comfort I’m paying for good service Gen X I’ve saved hard; I want to splurge I’ll spend on memorable moments Millennials I’ve earned this; now I will spend it I’ll only pay if it’s ‘worth’ it Everything is available in my hand

Localization (Desire To Travel Like A Local)

■ 82% more interested in making memories than making money ■ 88% find investing time in life experiences more rewarding than investing in material possessions ■ 91% would rather focus on meaningful life experiences over work ■ 34% of travel agents believe their customers are “specifically looking to immerse themselves in the destinations they visit and to travel like a local.” ■ Travelers are nine times more likely to want an interesting rather than a pampered experience

91% 9%

American Express Travel Consumer Survey

Drones

■ Estimated 600,000 drones are currently being flown in the US ■ Pilots who fly drones that weigh more than 250 grams (1/2 pound) need to register with the FAA ■ Regulations exist on commercial use of drones

Virtual Reality

■ Oculus Rift released on March 28, 2016 (units sold out immediately at $599) ■ No prediction of how many units (Oculus, PlayStation, Samsung, Gear VR) will sell in 2017 – some predict 30-33 million units ■ Marketing organizations are getting creative...

• Dark Social Tracking
• Chatboxes Shapes Customer Service
• “Millennoids” Find Their Voice
• Smaller is Smarter

Social Marketing Trends

Dramatic Shifts

What is Research Telling us?

• Online booking on the rise for restaurant,

tours and activities.

• “Authentic Vacations”: America’s National

Parks Popular

• “Bleisure Travel” on Rise
• History Driven Trips: Disney’s in the game!

Source: Downs & St. Germain Research

What is Research Telling Florida?

• Zika Virus affecting 10% of those planned to

travel to FL. Of that, 25% went elsewhere, 60% postponed, 15% asked medical professional for opinion.

• Fewer Canadians and Brazilians coming to

South Florida

• Luxury Tourism on Rise
• Length of stay is slowly decreasing

Source: Downs & St. Germain Research

What is Research Telling Sarasota County?

• Tourists are spending more money during

their stay while OCC is remaining the same.

• Biggest growth in visitor origin: Northeast

U.S., especially NY and BOS and Southeast U.S.

• Visitors from Southeast U.S. more likely to

travel with children.

• International Visitation down.

Source: Downs & St. Germain Research

Research: Travelers Changes in Decision-Making

• The Need for Safety & Security Has Increased
• Exposure to Information
• Loyalty Programs
• Real Recommendations

Source: Downs & St. Germain Research

Brand Advertising

1.

September 14: Focus Group in NYC

2.

September 17: Focus Group in Sarasota County (w/ industry and residents)

3.

September 28: Focus Group in Chicago

4.

October 14: Presentation & Focus Group with VSC Marketing Council

5.

October 15: Presentation & Focus Group with VSC Board

6.

October 28: Emotional Mapping Study Completed

7.

November 10: Presentation & Focus Group with Sport Marketing Committee

8.

November 16 Online consumer survey - Midwest and Northeast regions

9.

December 8: Focus Group in DC

10.

December 11: VSC Staff Focus Group

11.

January 20: Presentation & Focus Group with VSC Marketing Council and Vendors

12.

January 22: County Administrator Brand Presentation

13.

April 4: International Focus Group in Toronto

14.

April 20: Presentation & Focus Group with VSC Marketing Council and Vendors

15.

April 27: Online Testing

16.

May 19: Board of Directors Presentation

17.

June 15: County Administrator Presentation for Naming Approval

18.

September 27: Focus Group in NYC – Competitive testing and validation of branded assets

Research, Testing and Delivery

Emotional Mapping

Tested 72 attributes Compared 9 competitive destinations

Emotional Mapping

Refined the list of 72 attributes into a list of 10 value-based words

• Sides of Sarasota
• Sarasota Now
• Performances Daily

Tested Positions Tested “Sides of Sarasota”

• The “Ahhhhh” Side
• The “Wandering” Side
• The “Mmmm” Side
• The “Expressive” Side

Pristine white sand, soft as a pillow, invites you to set up your chairs and umbrella. This is your spot. Your little moment away from the world. Gentle emerald Gulf waters lap the shoreline. Warm sunshine wraps you like a mother’s hug. But, look there. Water. Cool. Inviting. Calling, “Come. Play.” Now, the toughest decision of the day. Sit in your chair, book in- hand and let the day roll by without a care. Or, run, splash, and connect back to your inner child. Either way, it doesn’t

• matter. Plenty of time to do both.

The “Ahhhhh” Side.

• Connect visitors to Sarasota County on an emotional level
• Promote regional ownership of Sarasota County attributes
• Promote Sarasota County as a collection of experiences
• Integrate Sarasota County’s arts culture as more approachable

Brand Objectives

On the beach or exploring the vast collection of Sarasota County experiences visitors are more relaxed taking each day as it comes free from expectations or sense of having to fit in.

Brand Benefit

Brand Positioning Statement

Sarasota County puts visitors at-ease so they can be themselves.

Competitive Landscape in Florida

Competitive Landscape in Florida

Visitor Information Vehicle

Questions?

Erin Duggan, CDME Vice President Eduggan@VisitSarasota.org