Y O U V E F O U N D P A R A D I S E 2019 W H O W E A R E - - PowerPoint PPT Presentation

Y O U ’ V E F O U N D P A R A D I S E

W H O W E A R E

Barbara Karasek

CEO, Co-Owner

Rudy Webb

SVP, Client Services

Tom Merrick

VP, Chief Creative Officer

W H O W E A R E

Tony Karasek

President, Co-Owner

Kristen Murphy

VP, Business Development

O U R C L I E N T P A R T N E R S

O U R A I R P O R T / A I R L I N E E X P E R I E N C E

There is no firm out there that knows more about destination marketing in Florida than Paradise.

Jack Wert

Executive Director

W H A T W E A R E S E E I N G & H E A R I N G

W H A T W E L E A R N E D

BILLION

LEFT ON THE TABLE

W H A T W E L E A R N E D

• YOY KPI inconsistencies
• Decreasing visitation, occupancy rates, volume
• Decrease of families
• Void of luxury, affluent fly audiences
• Too many drivers, day trippers, millennials
• Increasing supply of luxury rooms
• 39% visitors in town to visit friends/relatives
• Marketplace confusion

W H A T W E L E A R N E D

BILLION

ROI EXPECTATIONS

T H E N U M B E R S

FROM TO

Economy Leisure $580 - $1,100 GenX $1,178 Solo Travelers $643 Affluent Family (w/Kids) $1,328 Non-Leisure Visitor $913 Affluent Couples $1,466 Friends & Family $0 TDT Affluent Millenials $1,000 Drive Market Low Spend Bommerlennials $1,493 $100K HHI Adult Groups $1,465 Pre/Post Business/Meetings $913 Flyers and Hotel Stayers Middle Affluent - $150K - $250K HHI

T H E N U M B E R S

Increase of 12% = 1.4 Million Net New Luxury Leisure Visitors 1.4M x 1 Night Increase x $1,493 per stay spend = $2,090,200,000 640K Affluent Families with kids x 2 Night Stay x $1,348 per stay spend = $862,720,000

$2.95 BILLION

W H A T W E L E A R N E D

BILLION

W H A T W E L E A R N E D

BILLION

W H A T W E L E A R N E D

YOUR FUTURE IS AT RISK

W E A R E D M O E X P E R T S

I T ’ S A S I M P L E 6 0 - 3 0 - 1 0 F O R M U L A .

CREATIVE / MESSAGE

O U R P R O C E S S

10 60 30

AUDIENCE MARKET

T H E “ B I G 3 ”

O U R A P P R O A C H

• Audience Segmentation and Insights
• Media Strategies
• Airport(s) Integration
• Convention Center Integration
• POI Monitoring

A P P R O A C H T O S U S T A I N A B L E G R O W T H

• Establish YOY Baseline KPIs
• Get the House in Order
• Reset E/P/O/S Media Priorities
• Shift Audience Targeting
• Shift Market Priorities
• Shift Brand Messaging
• Refresh to a Luxury Beach Brand
• Create a “Sense of Place”

O U R C O M M I T M E N T S

• Follow the Data
• Target the Right Customers
• Capitalize Revenue Potential
• Maximize Partners
• Reposition the Brand
• Measure Everything
• Lead with Integrity

O U R C O M M I T M E N T S

BILLION

T H A N K Y O U