HALIFAX AREA ADVERTISING AUTHORITY Budget 2012-2013 Volusia County - - PowerPoint PPT Presentation

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HALIFAX AREA ADVERTISING AUTHORITY Budget 2012-2013 Volusia County Council August 23, 2012 SETTING A NEW COURSE FOR GROWTH AND SUCCESS Increasing economic headwinds could impact g p 2013 Unstable gas prices Unstable gas prices

SLIDE 1

HALIFAX AREA ADVERTISING AUTHORITY

Budget 2012-2013

Volusia County Council August 23, 2012

SLIDE 2

SETTING A NEW COURSE FOR GROWTH AND SUCCESS

Increasing economic headwinds could impact g p 2013 Unstable gas prices Unstable gas prices

73% drive market

C titi k t l Competitive marketplace

Bigger budgets

Volusia County Council 2 August 23, 2012

SLIDE 3

Restructuring the CVB g

Catch up and move ahead of the competition p p Implement market facing initiatives Expand destination awareness Expand destination awareness

Domestic l International

Volusia County Council 3 August 23, 2012

SLIDE 4

Restructuring the CVB g

Introduce proven ROI strategies p g

Lead generation Booking conversions Booking conversions Data collection / Visitor intelligence

Gain better efficiencies Gain better efficiencies

Staffing S Systems Marketing

Volusia County Council 4 August 23, 2012

SLIDE 5

WVAA 300,785 2% County of Volusia

ESTI MATED BED TAX COLLECTI ONS 2012-2013 $14,479,1 95

Ocean SEVAA 1,182,521 8% Admin Fee 236,930 2% Center 7,525,233 52% HAAA 5,233,726 36% Ocean Center 2,794,042

TDT $7,626,893

Halifax Area Advertising Authority

CDT $6,852,302

, , 37%

Authority 5,233,726 76% County Admin Ch

Debt Service 4,731,191 62% County Admin Charge 101,660 1%

Southeast Volusia Advertising Authority West Volusia Advertising Authority Charge

Volusia County Council 5

August 23, 2012

SLIDE 6

TOTAL HAAA BUDGET $6.1M TOTAL HAAA BUDGET $6.1M

25%

Current Budget Model

75%

13%

NEW Budget Model

Operations - includes all dept salaries Marketing

87%

Operations Marketing

Volusia County Council 6

p g

August 23, 2012

SLIDE 7

HAAA Budget 2012-2013 g

KEY FOCUS AREAS

Meetings & Conventions & Sports Marketing

CVB drives the majority of meetings and conventions j y g into the Ocean Center . . . city-wides and room nights

Advertising & Promotional Media Market Development

Volusia County Council 7 August 23, 2012

SLIDE 8

HAAA/CVB MEETINGS & CONVENTIONS & $ SPORTS MARKETING $928,744

12% 3% 46% 13% 3% 7% 3% 7% 6%

Staff/Commissions/Incentives Trade FAMS C ti /T d Sh /T l T l E Conventions/Trade Shows/Travel Travel Expenses In-Market-Receptions/Events/Luncheons New Business Opportunities/Rebates Site Visits/Signage/Trade Event Sponsorship Advertising Other

Volusia County Council 8 August 23, 2012

SLIDE 9

HAAA/CVB ADVERTISING & $

PROMOTIONAL MEDIA $2.5m

2% 10% 8% 8% 4%

Staff Ad Agency

11%

TV & Radio Online Outdoor

33% 4%

Print Direct Mail Visitor Guide Oth

33% 20%

Other

Volusia County Council 9 August 23, 2012

SLIDE 10

HAAA/CVB MARKET DEVELOPMENT $534,550

11% 42% 18% 29% 29% Staff (4 in 2012-13) Consumer Direct & Travel Trade FIT Web & Digital Marketing Services International Market Development

Volusia County Council 10 August 23, 2012

SLIDE 11

HAAA/CVB NEW MARKETING OPPORTUNITIES FOR 2013 OPPORTUNITIES FOR 2013

Total = $225,000

$ 5,000

Website redevelopment = $75,000 Tradeshow Booth = $25 000 Tradeshow Booth = $25,000 Mobile Billboard = $125,000

11 August 23, 2012