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Hillsborough County Tourist Development Council
Quarterly Meeting
June 11, 2020
10:00 a.m.
Agenda
BOARD OF COUNTY COMMISSIONERS
Ken Hagan Pat Kemp
Lesley "Les" Miller, Jr. Sandra L. Murman
ASSISTANT COUNTY ADMINISTRATOR Kimberly Overman
Ron Barton Mariella Smith Stacy R. White PO Box 1110 Tampa, FL 33601‐1110
COUNTY ADMINISTRATOR (813) 272‐6210 | Fax: (813) 276‐2638
Michael S. Merrill COUNTY ATTORNEY
Christine M. Beck HILLSBOROUGH COUNTY INTERNAL AUDITOR
TOURIST DEVELOPMENT COUNCIL Peggy CaskeyQuarterly Meeting
Thursday, June 11, 2020, 10:00 AM
AGENDA
I. CALL TO ORDER Chairman Les Miller
II. APPROVAL OF MINUTES February 13, 2020
III. PUBLIC COMMENT
IV. ADMINISTRATIVE REPORT Ronald D. Barton, Assistant County Administrator for Economic Prosperity Quarterly Financial Report TDT Budget for FY21
V. TAMPA BAY CONVENTION AND VISITORS BUREAU (TAMPA BAY CVB)Santiago Corrada, President/CEO, Tampa Bay CVB Quarterly Activity Report
VI. GENERAL DISCUSSION
VII. ADJOURNMENT
HCFLGOV.NET
Meeting Minutes
HILLSBOROUGH COUNTY TOURIST DEVELOPMENT COUNCIL
FEBRUARY 13, 2020
The Hillsborough County Tourist Development Council (TDC) met in a Quarterly Meeting on Thursday, February 13, 2020, at 2:30 p.m. in the 2nd Floor Board Room, County Center, Tampa, Florida.
The following Council members were present:
Commissioner Lesley “Les” Miller, Chairman Mayor Jane Castor Commissioner Nate Kilton Councilman Frank Chillura Bob Morrison Jeff Antonaccio Lou Plasencia Joe Collier
The following members were absent:
Mike Worrall Richard Gonzmart Jim Bartholomay
The following staff members were present:
Ronald Barton
Rosemary Perfit Lindsey Kimball Tammie Sanabria
Board of County Commissioners City of Tampa
City of Plant City City of Temple Terrace
Morrison and Associates McKibbon Hospitality
The Plasencia Group Mainsail Lodging & Development
Busch Gardens & Adventure Island Columbia Restaurant Group Renaissance Tampa Hotel International
Assistant County Administrator for Economic Prosperity
Senior Assistant County Attorney Director, Economic Development Senior Administrative Specialist
for Economic Prosperity
Commissioner Mr. Lesley “Les” Miller called the meeting to order at 2:31p.m.
Commissioner Mr. Lesley “Les” Miller requested approval of the minutes for the Tourist Development Council (TDC) meeting on November 7, 2019. A quorum was present. The TDC unanimously approved the meeting minutes.
Mr. Barton began by noting the upcoming TDC meetings of May 14th, August 6th, and November 5th
then presented the TDC Fiscal Year (FY) 20 First Quarter (Q1) 3 Percent Portion Operating Expenditures Report. For clarity, the first 3 percent and 6 percent reports are kept separate. The 4th and 5th are relegated to debt service. He stated that the top and center portions represented the revenues and budgets and the expenditures and programs recommended by the body and approved by the board. The Council was reminded that certain payments are prescribed by contract while others are paid upon receipt of an invoice. No invoices have been received from the Tampa Bay Super Bowl Host Committee, therefore no monies have been paid out as yet.
Mr. Barton continued to the FY 20 Q1 Six Percent Operating Statement. Again, top and center represent the revenues and expenditures and below, the three budget items approved by the board. Improvements to the Tampa Bay Convention Center equal $2,000,000 annually and are currently in process for payment; Tampa Bay CVB totals $1,998,231 with $499,558 being paid in the first quarter; and the Cultural and Attraction Based Capital & Infrastructure totaling $1,020,000 of the budget with $28,144 paid out in the first quarter.
Mr. Barton highlighted a chart depicting TDT collections from FY 2010 – 2020. Due to the new additional 1% for which collection began in September 2019, comparisons were dropped and only historical data was presented. The FY 2010 – 2020 (total 1-3%) collected Tourist Development Tax data was presented similarly. There were no questions on the administrative report.
Christian Tureaud introduced members of Valor Media Group (VMG) and its partners. He and VMG members presented a slideshow that highlighted the Producing Partners, The Valor Awards, Content & Tone.
Mr. Plasencia asked Mr. Tureaud how the Valor Awards Presentation affects the Tourism Development Council.
Mr. Tureaud responded, stating that the presentation is meant to open a discussion of how The Valor Awards could help drive economic development to Hillsborough County as both large and small scale award shows such as the MTV Music Awards and the Academy Awards bring in groups from all over the country which bolsters the economy of the hosting in city in a trickle-down effect.
Mr. Tureaud continued his presentation detailing the nomination process & voting method, possible categories & presenters, potential musical acts, and further detail on their partners.
Chief Paul Cell discussed IACP and other organizations partnered with VMG.
Mr. Tureaud suggested Tampa Bay could be the permanent host for The Valor Awards and how adding different events, such as a boxing match would further enhance the economic impact of the Awards Gala. Mr. Tureaud introduced the possibility of Amalie Arena as the venue for the match and explained that this could be one of many events leading up to the ceremony. He also suggested a live concert at Curtis Hixon Park, celebrity/charity golf tournaments, and a professional basketball event could precede the Awards Gala and drive economic impact through rooms booked, dining out, ticket sales, and merchandise opportunities.
The awards venue could, potentially, be held at the Straz Center or the Tampa Theatre. David Salzberg and Kristian Kremple detailed the methods of broadcasting and financial benefits of this type of event.
Mr. Tureaud broached the idea of a physical Hall of Valor similar to a Smithsonian Museum or Little League Hall of Fame where, post awards ceremony, recipients of the awards would be inducted into the Hall of Valor making it a real location of interest to locals and tourists throughout the year. He revisited the sponsors and partners important to making the ceremony a reality.
With no questions pending, Mr. Barton explained that if VMG intended to request financial support, now was the time to put that forward due to the county budgeting schedule.
Mr. Tureaud put forth a request for $750,000 in FY 2020 and $750,000 in FY 2021. He contends the funds from the public sector will trigger private sector donations.
Commissioner Miller deferred to Mr. Barton for how to proceed. Mr. Barton suggested a detailed business plan should be submitted that would include which events would generate revenue and which would require revenue funneled into them. The TDC will then have something before them on which to deliberate.
Mr. Collier questioned if it would be of benefit to have VMG go through the standard application process.
Mr. Barton suggested that the magnitude, complexity, and timing of the project would require some deviation from the TDC’s standard process, but a lot of the same information would be required to vet the project, though it is clearly up to the TDC to decide how it wants to proceed.
Mr. Morrison suggested using a formula to gauge the return on investment, making clear it is the job of the TDC to ensure all allocated funds are adequately used in an appropriate and timely manner.
Mr. Plasencia asked if VMG has a local host committee and if this is a non-for profit or a for profit venture.
Mr. Tureaud responded that it is a not-for-profit run through One Community and there is no formalized host committee, but they are working with community leaders. Kevin Ambler responded that since the beginning, while no formal committee exits, communication lines are open, and a strong local group would like to be part of a host committee should the project be approved.
Mr. Collier proposed a workshop to bring the professionals in the community for these types of large-scale events together to better discuss the request, gain a better understanding of the financial needs of the applicant, and have any questions fully answered.
Mr. Tureaud responded they would welcome the opportunity to take the next appropriate steps.
Mr. Kilton stated he agreed with Mr. Collier’s proposal.
Mr. Barton suggested setting up a workshop with the TDC in April to discuss the project and how TDT dollars would be matched to handle the risk issue.
Due to time restraints, Mr. Corrada did not go through his entire report but stated that tourism is doing very well with February running 20% higher than last year and details can be proffered during May’s meeting. Mr. Corrada followed with a new goal of 1 by 25 meaning $1 billion in hotel revenues by 2025. He said he was confident Hillsborough County could reach that goal.
Commissioner Miller adjourned the meeting at 4:03p.m.
Administrative Report
Hillsborough County, Florida Tourist Development - 3 Percent Portion
Operating Statement, 2nd Quarter FY 2020
GL Account Description Annual Budget
Amount
Quarter Transaction
Amounts
Year-to-Date Transaction
Amounts
Revenues
Local Option Tourist Development Tax
Interest Earnings
Interfund Transfer
Less 5% Required By Law
TOTAL REVENUES
20,989,887
73,635
0
(1,053,486)
20,010,036
6,330,361
59,155
0
(316,518)
6,072,998
10,805,423
90,753
0
(540,271)
10,355,905
Expenditures
Commissions on Tax Collections
Tourist Development Administration
Subtotal (Expenditures)
167,924
582,491
750,415
47,478
49,871
97,349
81,041
182,297
263,338
Approved Award Expenses
Tampa Bay Sports Commission 907,000 226,750
Tampa Bay CVB - Base 13,611,000 3,402,750
CVB Business Development Fund 500,000 125,000
Tampa Bay CVB - Out of Area Marketing 1,029,000 257,100
Tampa Bay CVB-Festivals and Events 100,000 25,059
Tampa Bay CVB- Visitor Experience 150,000 37,590
Tampa Bay Sports Authority Soccer Complex 350,000 0
Tampa Bay Super Bowl Host Committee 2,000,000 0
Plant City Sports Complex - Ellis-Methvin 500,000 0
Subtotal (Approved Awards) $ 19,147,000 $ 4,074,249
TOTAL EXPENDITURES $ 19,897,415 $ 4,171,598
Note: Local Option Tourist Development Tax revenues, as reported by Tax Collector, FY 20
$
$
453,500
6,805,500
250,000
514,200
50,118
75,180
350,000
0
0
8,498,498
8,761,836
Hillsborough County, Florida Tourist Development - 3 Percent Portion Operating Statement, Jan-May FY 2020
Jan-May Year-to-Date Annual Budget Transaction Transaction
GL Account Description Amount Amounts Amounts
Revenues
Local Option Tourist Development Tax
Interest Earnings
Interfund Transfer
Less 5% Required By Law
TOTAL REVENUES
20,989,887
73,635
0
(1,053,486)
20,010,036
7,940,121
138,281
0
(397,006)
7,681,396
12,415,183
169,879
0
(620,759)
11,964,303
Expenditures
Commissions on Tax Collections
Tourist Development Administration
Subtotal (Expenditures)
167,924
582,491
750,415
59,551
91,296
150,847
93,114
223,722
316,836
Approved Award Expenses
Tampa Bay Sports Commission 907,000 226,750
Tampa Bay CVB - Base 13,611,000 5,152,334
CVB Business Development Fund 500,000 189,271
Tampa Bay CVB - Out of Area Marketing 1,029,000 342,800
Tampa Bay CVB-Festivals and Events 100,000 33,412
Tampa Bay CVB- Visitor Experience 150,000 50,120
Tampa Bay Sports Authority Soccer Complex 350,000 0
Tampa Bay Super Bowl Host Committee 2,000,000 0
Plant City Sports Complex - Ellis-Methvin 500,000 0
Subtotal (Approved Awards) $ 19,147,000 $ 5,994,687
TOTAL EXPENDITURES $ 19,897,415 $ 6,145,534
Note: Local Option Tourist Development Tax revenues, as reported by Tax Collector, FY 20
$
$
453,500
8,555,084
314,271
599,900
58,471
87,710
350,000
0
0
10,418,936
10,735,772
Hillsborough County, Florida Tourist Development - 6 Percent Portion
Operating Statement, 2nd Quarter FY 2020
GL Account Description Annual Budget
Amount
Quarter Transaction
Amounts
Year-to-Date Transaction
Amounts
Revenues
Local Option Tourist Development Tax
Interest Earnings
Interfund Transfer
Less 5% Required By Law
TOTAL REVENUES
6,996,629
69,946
0
(349,831)
6,716,744
2,110,121
8,774
0
(105,506)
2,013,389
3,601,808
10,463
0
(180,090)
3,432,181
Expenditures
Commissions on Tax Collections
Subtotal (Expenditures)
55,975
55,975
15,826
15,826
27,014
27,014
Approved Award Expenses Distrib for Tpa Conv Ctr Capital 2,000,000 2,000,000
Tampa Bay CVB 1,998,231 499,558
Cultural and Attraction Based Capital & Infastructure 1,020,000 32,393
Subtotal (Approved Awards) $ 5,018,231 $ 2,531,951
TOTAL EXPENDITURES $ 5,074,206 $ 2,547,777
Note: Local Option Tourist Development Tax revenues, as reported by Tax Collector, FY 20
$
$
2,000,000
999,116
60,537
3,059,653
3,086,667
Hillsborough County, Florida Tourist Development - 6 Percent Portion Operating Statement, Jan-May FY 2020
Jan-May Year-to-Date Annual Budget Transaction Transaction
GL Account Description Amount Amounts Amounts
Revenues
Local Option Tourist Development Tax
Interest Earnings
Interfund Transfer
Less 5% Required By Law
TOTAL REVENUES
6,996,629
69,946
0
(349,831)
6,716,744
2,646,707
15,942
0
(132,335)
2,530,313
4,138,394
17,631
0
(206,920)
3,949,105
Expenditures
Commissions on Tax Collections
Subtotal (Expenditures)
55,975
55,975
19,850
19,850
31,038
31,038
Approved Award Expenses Distrib for Tpa Conv Ctr Capital 2,000,000 2,000,000
Tampa Bay CVB 1,998,231 782,549
Cultural and Attraction Based Capital & Infastructure 1,020,000 32,393
Subtotal (Approved Awards) $ 5,018,231 $ 2,814,942
TOTAL EXPENDITURES $ 5,074,206 $ 2,834,793
Note: Local Option Tourist Development Tax revenues, as reported by Tax Collector, FY 20
$
$
2,000,000
1,282,107
60,537
3,342,645
3,373,683
Month
CollectedFY21 FY20 FY19 FY18 FY17 FY16 FY15 FY14 FY13 FY12 FY11 FY10
October $2,760,533 $2,206,667 $2,367,578 $1,821,163 $1,816,235 $1,604,506 $1,491,117 $1,524,710 $1,230,963 $1,185,510 $1,023,047 November $3,171,475 $2,662,269 $2,732,901 $2,499,600 $2,311,198 $1,931,359 $1,516,088 $1,567,882 $1,435,700 $1,511,479 $1,203,591 December $3,018,113 $2,373,932 $2,363,329 $2,085,510 $1,970,940 $1,698,082 $1,561,745 $1,476,873 $1,393,332 $1,258,312 $1,471,238 January $3,384,809 $2,649,425 $2,695,165 $1,985,254 $2,020,600 $1,893,719 $1,600,327 $1,608,580 $1,607,925 $1,288,495 $1,331,171 February $4,370,203 $3,241,441 $3,145,553 $3,147,045 $2,718,139 $2,486,504 $2,138,031 $1,877,813 $1,933,188 $1,606,813 $1,490,631 March $4,905,712 $3,814,751 $3,430,269 $3,399,062 $3,335,126 $2,814,410 $2,528,631 $2,376,901 $2,167,082 $2,047,206 $1,981,503 April $2,473,063 $4,312,429 $4,082,452 $3,592,105 $3,576,430 $3,431,845 $3,075,115 $2,655,160 $2,608,906 $2,518,751 $2,146,065 May $746,457 $3,278,557 $3,097,486 $2,806,841 $2,919,885 $2,746,382 $2,383,707 $1,580,753 $1,841,939 $1,737,979 $1,621,736 June $2,886,586 $2,810,556 $2,415,234 $2,350,392 $2,391,363 $1,829,054 $2,064,149 $1,604,404 $1,565,057 $1,290,426 July $2,497,444 $2,419,136 $2,244,640 $2,305,521 $2,065,960 $1,432,881 $1,496,868 $1,688,436 $1,359,440 $1,341,269
August $2,610,391 $2,353,892 $2,408,477 $2,242,931 $1,978,195 $2,337,446 $1,518,734 $1,582,875 $1,469,634 $1,308,648 September $2,877,802 $2,292,027 $2,136,868 $2,038,854 $1,781,319 $1,853,710 $1,446,047 $1,937,693 $1,555,350 $1,328,669 TOTAL / YTD $24,830,365 $35,411,694 $33,790,344 $30,541,799 $29,606,251 $26,823,644 $23,747,852 $21,194,470 $21,032,443 $19,104,026 $17,537,994 Month collected by Tax Collector is for previous month industry activity. Note: Local Option Tourist Development Tax revenues, as reported by Tax Collector.
September 2019 represents first month of TDT assessment of 6%, all other previous collections represent 5%
2011 and 2010
Hillsborough County, Florida Tourist Development Tax Collected (Total 1‐6 %)
Fiscal Year 2010 to Fiscal Year 2020
CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD 2021 and 2020 2019 and 2018 2017 and 2016 2015 and 2014 2013 and 2012
Month
CollectedAnnual %
Change FY21 FY20 FY19 FY18 FY17 FY16 FY15 FY14 FY13 FY12 FY11 FY10
October 4.25% $1,380,267 $1,324,000 $1,420,547 $1,092,698 $1,089,741 $962,704 $894,670 $914,826 $738,578 $711,306 $613,828 November ‐0.73% $1,585,738 $1,597,361 $1,639,741 $1,499,760 $1,386,719 $1,158,815 $909,653 $940,729 $861,420 $906,887 $722,155 December 5.95% $1,509,057 $1,424,359 $1,417,997 $1,251,306 $1,182,564 $1,018,849 $937,047 $886,124 $835,999 $754,987 $882,743 January 6.46% $1,692,404 $1,589,655 $1,617,099 $1,191,152 $1,212,360 $1,136,231 $960,196 $965,148 $964,755 $773,097 $798,703 February 12.35% $2,185,101 $1,944,865 $1,887,332 $1,888,227 $1,630,883 $1,491,902 $1,282,819 $1,126,688 $1,159,913 $964,088 $894,379 March 7.17% $2,452,856 $2,288,851 $2,058,161 $2,039,437 $2,001,076 $1,688,646 $1,517,179 $1,426,141 $1,300,249 $1,228,324 $1,188,902 April ‐52.21% $1,236,532 $2,587,457 $2,449,471 $2,155,263 $2,145,858 $2,059,107 $1,845,069 $1,593,096 $1,565,344 $1,511,251 $1,287,639 May ‐81.03% $373,228 $1,967,134 $1,858,492 $1,684,105 $1,751,931 $1,647,829 $1,430,224 $948,452 $1,105,163 $1,042,787 $973,042 June $0 $1,731,952 $1,686,334 $1,449,140 $1,410,235 $1,434,818 $1,097,432 $1,238,489 $962,642 $939,034 $774,256 July $0 $1,498,466 $1,451,482 $1,346,784 $1,383,313 $1,239,576 $859,729 $898,121 $1,013,062 $815,664 $804,761
August $0 $1,566,234 $1,412,335 $1,445,086 $1,345,759 $1,186,917 $1,402,468 $911,240 $949,725 $881,780 $785,189 September $0 $1,438,901 $1,375,216 $1,282,121 $1,223,312 $1,068,791 $1,112,226 $867,628 $1,162,616 $933,210 $797,201 TOTAL / YTD ‐15.68% $12,415,183 $20,959,236 $20,274,206 $18,325,079 $17,763,751 $16,094,186 $14,248,711 $12,716,682 $12,619,466 $11,462,416 $10,522,796 Month collected by Tax Collector is for previous month industry activity. Note: Local Option Tourist Development Tax revenues, as reported by Tax Collector.
September 2019 represents first month of TDT assessment of 6%, all other previous collections represent 5%
Hillsborough County, Florida Tourist Development Tax ‐ Total 1‐3 % Fiscal Year 2010 to Fiscal Year 2020
2017 and 2016 2015 and 2014 2013 and 2012 2011 and 2010 CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIODCONTRACT PERIOD
2019 and 2018 CONTRACT PERIOD 2021 and 2020
FY21 TDT Budget (DRAFT SUBJECT TO CHANGE)
1TOURIST DEVELOPMENT TAX FY21 BUDGET RECOMMENDED AWARDS
First Three Percent Portion of the TDT Fund: FY21
Tampa Bay Convention & Visitors Bureau Inc. (CVB) at 80% of estimated Net Revenue budgeted at: (includes $500,000 for Business Development Incentive Fund) $8,429,228
Complimentary Visitor Based Marketing initiatives, budgeted at: $914,384
Tampa Bay Sports Commission Inc. at 8% of estimated Net Revenue, budgeted at: $842,923
Super Bowl LV Contribution per Agreement Dated February 6, 2019 with the Tampa Bay Super Bowl LV Host Committee, Inc. $3,000,000
Interlocal Agreement with Tampa Sports Authority for management, operation and maintenance of the Tournament Sports Complex per Agreement dated March 21, 2018 $350,000
Plant City Ellis‐Methvin Complex Improvements (to replace 3 cent reserves) Per Agreement dated September 5, 2019 $500,000
Fourth Percent Portion of TDT Fund to support:
Raymond James Stadium debt service and unfunded Capital improvements and George M. Steinbrenner Field Debt Service (Tampa Sports Authority): $3,867,917
Fifth Percent Portion of TDT to support:
Amalie Arena debt service and capital improvements $3,867,917
Sixth Percent Portion of TDT Fund to support:
City of Tampa (Tampa Convention Center) for reimbursement of Capital Costs (Fixed annual not to Exceed amount): Per Second Modification to Interlocal with City of Tampa. Dated February 15, 2017 $2,000,000
Tampa Bay Convention & Visitors Bureau, Inc (CVB) at 30% of estimated Net Revenue $1,093,653
Cultural and Attraction Based Capital and Infrastructure Initiative (includes Capital Asset Preservation Matching Grants) $551,858
1 Footnote: Draft FY21 budget subject to change based on actual collections experience over the coming summer months
Tampa Bay CVB
FY20 Q2 Hillsborough/Florida/U.S.Hotel Performance
Q2 County County
% Change Q2 Florida
Florida % Change
Q2 U.S. U.S.
% Change
Occupancy 70.6% ‐14.4% 66.8% ‐15.6% 51.8% ‐15.9%
ADR $143.54 ‐1.2% $169.82 ‐0.5% $123.76 ‐4.0%
RevPAR $101.33 ‐15.4% $113.38 ‐16.0% $64.14 ‐19.3%
Revenue $218,454,944 ‐10.0% N/A ‐13.7% N/A ‐17.6%
Source: STR, Inc.
Downtown Hotel Performance
FY20 Q2
% Change
Occupancy 69.5% ‐17.7%
ADR $203.30 1.5%
RevPAR $141.23 ‐16.5%
Revenue $48,807,936 ‐11.6%
Source: STR, Inc.
East TampaHotel Performance
FY20 Q2
% Change
Occupancy 72.5% ‐11.7%
ADR $119.07 2.6%
RevPAR $86.38 ‐9.4%
Revenue $47,159,417 1.3%
Source: STR, Inc.
North Tampa‐BuschHotel Performance
FY20 Q2
% Change
Occupancy 69.6% ‐8.2%
ADR $104.02 ‐3.2%
RevPAR $72.45 ‐11.2%
Revenue $26,837,062 ‐11.2%
Source: STR, Inc.
Westshore Hotel Performance
FY20 Q2
% Change
Occupancy 70.5% ‐17.5%
ADR $155.90 ‐0.8%
RevPAR $109.97 ‐18.1%
Revenue $90,662,509 ‐15.1%
Source: STR, Inc.
County Total Taxable Revenue Q2 Report January, February, March
for Hotel Collections December, January, February
$220,000,000
$213,086,730
$210,000,000
$200,000,000 $195,520,044
$190,000,000 $185,533,122
$180,000,000
$170,000,000 FY18 FY19 FY20
$7,000,000
FY18 FY19 FY20
County Bed Tax Collections Q2 Report January, February, March
for Hotel Collections December, January, February
$13,000,000 Beginning August 2019 $12,660,723 Bed Tax Collections Include a 1% Increase
$12,000,000
$11,000,000
$9,705,617$10,000,000
$9,270,987
$9,000,000
$8,000,000
County Total Taxable Revenue YTD report October through March
for Hotel Collections September through February
$91,500,000
$81,500,000
$71,500,000
$61,500,000
$51,500,000
$41,500,000
$31,500,000 Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept
2020 YTD $362.5 million
2019 YTD $340.6 million
2018 YTD $334.9 million
County Bed Tax Collections YTD report October through March
for Hotel Collections September through February
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
$5,500,000
Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept
2020 YTD $21.6 million
2019 YTD $16.9 million
2018 YTD $16.7 million
Beginning August 2019 Bed Tax Collections Include a 1% Increase
Convention Sales
Q2 Actual
Q2 Goal
% of Q2 Goal
YTD Actual
YTD Goal
% of YTD Goal
Definite Room Nights
85,603 140,010 61% 228,785 240,900 95%
Goal #2 | Optimize All Sales and Marketing Initiatives
Q2 Partner News
Goal #1 | Increase Current and Activate Additional Revenue Streams
24 New Partners
$36,844 Donated In‐Kinds
1,708 Referrals
Earned Media Value & Corporate Exposure
Q2 Actual
Q2 Goal
% of Q2 Goal
YTD Actual
YTD Goal
% of YTD Goal
VTB Corporate Media
Placements 40 40 100% 84 80 105%
Destination Media Value
$6,070,135 $7,250,000 84% $12,167,088 $14,500,000 84%
Goal #3 | Lead, Advocate and Educate on Tourism Economic Development
Q2 Events
Visit Tampa Bay Hosted:
81 In‐Market Events, Sites & FAM’s
52 Out‐of‐Market Events, Sales Missions, & Tradeshows
Goal #2 | Optimize All Sales and Marketing Initiatives
Moved from Selling to Leading • New Logo and Tagline
• Stronger Together Messaging
• We Are Tampa Bay
• We are Tourism Strong
• Virtual Experiences
• Dining at a Distance™
• Tourism Strong Book Bundle Fighting Hunger with Feeding Tampa Bay
• Weekly Regional PR Calls
Webinars:
• Fact from Fear: Virtual COVID‐19 Q&A with Tampa General Hospital
• Expedia Insights with Hillsborough County
VTB’s Social Distancing Infographic
Post went VIRAL!
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