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 � 73% drive market � C � Competitive marketplace titi k t l � Bigger budgets Volusia County Council August 23, 2012 2
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 � International l Volusia County Council August 23, 2012 3
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 � Systems S � Marketing Volusia County Council August 23, 2012 4
ESTI MATED BED TAX COLLECTI ONS 2012-2013 WVAA 300,785 County of $14,479,1 95 2% Volusia Admin Fee 236,930 SEVAA 2% 1,182,521 8% Ocean Center 7,525,233 HAAA 52% 5,233,726 36% CDT $6,852,302 TDT $7,626,893 Ocean Halifax Area Center Advertising 2,794,042 , , Authority Authority 37% 5,233,726 76% County Admin Ch Charge County Debt West Admin Service Volusia Southeast Charge 4,731,191 Advertising Volusia 101,660 Authority 62% Advertising 1% Authority y Volusia County Council August 23, 2012 5
TOTAL HAAA BUDGET $6.1M TOTAL HAAA BUDGET $6.1M Current Budget Model 25% 75% 13% NEW Budget Model Operations - includes all dept salaries Marketing 87% Operations p Marketing g Volusia County Council August 23, 2012 6
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 August 23, 2012 7
HAAA/CVB MEETINGS & CONVENTIONS & SPORTS MARKETING $928,744 $ 12% 3% 3% 46% 13% 7% 6% 3% 7% Staff/Commissions/Incentives Trade FAMS Conventions/Trade Shows/Travel C ti /T d Sh /T l T Travel Expenses l E In-Market-Receptions/Events/Luncheons New Business Opportunities/Rebates Site Visits/Signage/Trade Event Sponsorship Advertising Other Volusia County Council August 23, 2012 8
HAAA/CVB ADVERTISING & PROMOTIONAL MEDIA $2.5m $ 2% % 4% 8% 10% Staff 8% Ad Agency TV & Radio 11% Online Outdoor Print Direct Mail 4% Visitor Guide 33% 33% Oth Other 20% Volusia County Council August 23, 2012 9
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 August 23, 2012 10
HAAA/CVB NEW MARKETING OPPORTUNITIES FOR 2013 OPPORTUNITIES FOR 2013 � Total = $225,000 ota $ 5,000 � Website redevelopment = $75,000 � Tradeshow Booth = $25 000 Tradeshow Booth = $25,000 � Mobile Billboard = $125,000 August 23, 2012 11
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