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 2019

W H O W E A R E Barbara Karasek Rudy Webb Tom Merrick CEO, Co-Owner SVP, Client Services VP, Chief Creative Officer ParadiseAdv.com 2

W H O W E A R E Tony Karasek Kristen Murphy President, Co-Owner VP, Business Development ParadiseAdv.com 3

O U R C L I E N T P A R T N E R S ParadiseAdv.com 4

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 ParadiseAdv.com 5

There is no firm out there that knows more about destination marketing in Florida than Paradise. Jack Wert Executive Director ParadiseAdv.com 6

W H A T W E A R E S E E I N G & H E A R I N G ParadiseAdv.com 7

W H A T W E L E A R N E D BILLION LEFT ON THE TABLE ParadiseAdv.com 8

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 ParadiseAdv.com 9

W H A T W E L E A R N E D BILLION ROI EXPECTATIONS ParadiseAdv.com 10

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 ParadiseAdv.com 11

T H E N U M B E R S Increase of 12% = 1.4 Million Net New Luxury Leisure Visitors 1.4M 640K Affluent Families with kids x 1 Night Increase x 2 Night Stay x $1,493 per stay spend x $1,348 per stay spend = $2,090,200,000 = $862,720,000 $2.95 BILLION ParadiseAdv.com 12

W H A T W E L E A R N E D BILLION ParadiseAdv.com 13

W H A T W E L E A R N E D BILLION ParadiseAdv.com 14

W H A T W E L E A R N E D YOUR FUTURE IS AT RISK ParadiseAdv.com 15

W E A R E D M O E X P E R T S 2019

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 10 60 AUDIENCE O U R P R O C E S S 30 MARKET ParadiseAdv.com 17

T H E “ B I G 3 ” ParadiseAdv.com 18

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 ParadiseAdv.com 19

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” ParadiseAdv.com 20

ParadiseAdv.com 21

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 ParadiseAdv.com 22

O U R C O M M I T M E N T S BILLION ParadiseAdv.com 23

T H A N K Y O U 2019