tdc quarterly meeting - lake county, florida · 2018. 12. 5. · tdc quarterly meeting –fy18 q4...
TRANSCRIPT
TDC Quarterly MeetingReview of FY2018 Q4 Activities
October 8, 2018
1
TDC Quarterly Meeting – FY18 Q4 Review
Presentation Outline
1. Visit Lake Updates
2. Administrative and Budget
3. Market Analytics
4. Sports Report / Event Recruitment
5. Marketing, Advertising, Co-op Sponsorships, Upcoming Events
6. Next Meeting
2
TDC Quarterly Meeting – FY18 Q4Visit Lake Updates
Visit Lake Updates
3
4
Recent Trade Shows and Conferences
Florida Festival and Events Association (FFEA)
Visit Florida Governor's Conference (GC18)
CONNECT Sports Marketplace
S.P.O.R.T.S., the Relationship Conference
TDC Quarterly Meeting – FY18 Q4Visit Lake Updates
Pilot Program Bright Guard
Sunscreen Initiative
• Partnership with Visit Lake, Parks
& Trails, South Lake Hospital -
Orlando Health and City of
Clermont
• 10 sunscreen dispensers to be
placed around Lake County; 5 in
City of Clermont
TDC Quarterly Meeting – FY18 Q4
Visit Lake Updates
5
Upcoming Promotions
• Lake Sumter Style Custom Arts Insertion (Fall)
• Orlando Attractions.com/Alamo Magazine (Winter)
• Travel South Magazine (Winter)
• Scott Martin TV Show (TBD)
• USA TODAY Go Escape to Florida (Winter)
• Undiscovered FL / Smithsonian Issue (Winter)
• USA Today Southeast Travel: Go Escape 2019 (Spring)
• How to Do Florida TV Program (Spring) 6
7
FY2018 Visit Lake Budget - Promotions
TDC Quarterly Meeting – FY18 Q4Administration and Budget
FY17 BUDGETED
FY17 ACTUAL
% EXPENDED
FY18 BUDGETED
FY18 ACTUAL
% EXPENDED
PROMOTIONSAKERS MEDIA/WATUAGA GROUP $500,000 $304,899 61% $500,000 $483,065 97%CENTRAL FLORIDA SPORTS COMM/ $104,952 $104,952 100% $75,000 $71,000 95%TRAVEL AND PER DIEM $25,000 $8,984 36% $25,000 $15,607 62%PRINTING $22,000 $10,370 47% $17,000 $6,519 38%PROMOTIONAL ACTIVITY $1,082,421 $909,595 84% $1,389,641 $908,119 65%HOSPITALITY/FAM TOURS $10,000 $649 6% $10,000 $0 0%EVENT MANAGEMENT & LOGISTICS $9,244 $287 3% $41,031 $315 1%
SUB-TOTAL PROMOTIONS $1,760,375 $1,342,411 76% $2,057,672 $1,484,625 72%
TDC Quarterly Meeting – FY18 Q4Market Analytics
Market Analytics
8
TDC Quarterly Meeting – FY18 Q4Market Analytics
9
$248,615 $256,750
$288,458$315,073
$355,829
$412,300
$307,169
$251,741$265,237 $260,788
$233,847
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
October November December January February March April May June July August September
Fiscal Year Monthly TDT Revenue Comparison
FY 2016 FY 2017 FY2018
$2,722,314
$3,163,860$3,195,807
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
October November December January February March April May June July August September
Fiscal Year Cumulative TDT Revenue Comparison
FY 2016 FY 2017 FY2018
TDC Quarterly Meeting – FY18 Q4Market Analytics
10
$1,953,071
$2,206,951
$2,390,115$2,554,320
$2,912,477
$3,195,807
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY2018
Fiscal Year-to-Date TDT Revenue
TDC Quarterly Meeting – FY18 Q4Market Analytics
11
14%
6.9%
8.3%13%
6.5%
9.73%
TDC Quarterly Meeting – FY18 Q4Market Analytics
12
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
October November December January February March April May June July August
2017 2018
Monthly Occupancy Rate
Lake County
Marion County
Orange County
Osceola County
Polk County
Seminole County
TDC Quarterly Meeting – FY18 Q4Market Analytics
13
$60.00
$70.00
$80.00
$90.00
$100.00
$110.00
$120.00
$130.00
$140.00
$150.00
$160.00
$170.00
October November December January February March April May June July August
2017 2018
Monthly Average Daily Rate
Lake County
Orange County
Osceola County
Polk County
Seminole County
TDC Quarterly Meeting – FY18 Q4Market Analytics
14
$40.00
$50.00
$60.00
$70.00
$80.00
$90.00
$100.00
$110.00
$120.00
$130.00
$140.00
$150.00
$160.00
October November December January February March April May June July August
2017 2018
Monthly RevPAR
Lake County
Marion County
Orange County
Osceola County
Polk County
Seminole County
TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment
Sports Report / Event Recruitment
15
16
Recent Events
• Fondo Cycling Circuit USA – Clermont– Grand Opening of Victory Pointe, Clermont
TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment
17
Event Recruitment
• Closed Bids– 2019-2020 USAT Multisport Festival (LOST)
• @ Clermont | Sommer Sports host
– 2019 Bassmaster Eastern Open (WON)• @ Venetian Gardens | 400 projected anglers
• Outstanding Bids– 2019 American Cornhole Organization – Florida State Championships
• @ Clermont | June, 2019
– 2020 FAI Hang Gliding World Championship (Women, Sport Class, Class 2, Class 5)• @ Groveland | April, 2020
TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment
18
Event Recruitment
• Targeted Bids– 2019 Xtreme Bass Fishing Trail Florida State Championship
• @ Venetian Gardens | 200 projected anglers
– 2019 American Fishing Tour National Championship – American Bass Anglers
• @ Venetian Gardens | 400 projected anglers
– 2020 PDGA US Masters Disc Golf Championship• @ Lake County Disc Golf Trail | Central Florida Sports Commission & Lake County Disc Golf Club
TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment
TDC Quarterly Meeting – FY18 Q4Capital Projects
Capital Projects
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Hickory Point Beach Athletics Center• Groundbreaking – August 16, 2018; Estimated Opening – Spring, 2019
TDC Quarterly Meeting – 2018 Q4Capital Projects
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TDC Quarterly Meeting – 2018 Q4Capital Projects
As of October 4, 2018
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Hickory Point Beach – Parking Deterrents & Signage• Signage installed August, 2019; Parking Deterrents installed September, 2019
TDC Quarterly Meeting – 2018 Q4Capital Projects
23
Lake County Disc Golf Trail• Six (6) courses:
– Clermont – “Champions Pointe” @ Hiawatha Preserve – Mount Dora – “Nature Park Disc Golf” (9-holes) – Mount Dora – “Lincoln Park Disc Golf” (9-holes)– Eustis – “Palmetto Trails” Palmetto Point (Under Construction)– Lake County – North Lake Park (Design completed)– LSSC (Leesburg Campus) – “Lakehawk Landing” (under design)
• Course signage currently being created by Communications Department
• Project construction schedule completion; end of 2019.
TDC Quarterly Meeting – 2018 Q4Capital Projects
24
Eustis – “Palmetto Trails” Palmetto Point
TDC Quarterly Meeting – 2018 Q4Capital Projects
25
FY2018 Visit Lake Budget – Capital Projects
TDC Quarterly Meeting – FY18 Q4Capital Projects
FY17 BUDGETED
FY17 ACTUAL
% EXPENDED
FY18 BUDGETED
FY18 ACTUAL
% EXPENDED
CAPITAL PROJECTSHPB FIELDHOUSE $1,663,672 $90,652 5% $1,844,308 $92,785 5%HPB FACILITY IMPROVEMENTS $0 $0 $100,000 $0 0%LCWA CONTRACTED IMPROVEMENTS $0 $0 $50,000 $0 0%LAKE COUNTY DISC GOLF TRAIL $0 $0 $150,000 $19,600 13%WOOTEN PARK EXPANSION $248,000 $3000 1% $0 $136,935 55%VICTORY POINTE/TRIATHLON BEACH $400,000 $0 0% $400,000 $0 0%CANOE/KAYAK COURSE $60,000 $60,000 100% $0 $0 0%ASTOR BOAT RAMP & PARKING EXP. $0 $0 $20,000 $20,000 100%
SUB-TOTAL CAPITAL PROJECTS $2,371,672 $153,652 6% $2,564,308 $213,272 8%
TDC Quarterly Meeting – FY18 Q4Marketing and Advertising
Marketing, Advertising, Co-op Sponsorships
26
27
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
Promotions to overseas markets prove
popular through Orlando portals
28
In the News:
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
29
Partner Portal
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
$76,200
$44,700
$31,500
$55,500
$26,000 $29,500
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
Total Sports Tourism
Grant Amounts Awarded
FY17 Q4 FY18 Q4
17
10
7
15
5
10
0
2
4
6
8
10
12
14
16
18
Total Sports Tourism
# of Events Sponsored
FY17 Q4 FY18 Q4
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
30
Event Sponsorships (Sports vs. Tourism)
104
118
95
100
105
110
115
120
FY17 FY18
Event Sponsorship Applications Received
$608,14
$717,430
$540,000
$560,000
$580,000
$600,000
$620,000
$640,000
$660,000
$680,000
$700,000
$720,000
$740,000
FY17 Q4 FY18 Q4
Event Sponsorship Funding Amount
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
31
FY17 vs. FY18
5
9
0
1
2
3
4
5
6
7
8
9
10
FY17 Q4 FY18 Q4
Co-Op Marketing Applications Received
$23,95
$33,912
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
FY17 Q4 FY18 Q4
Co-Op Marketing Amount Awarded
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
32
FY17 Q4 vs. FY18 Q4
12
20
0
5
10
15
20
25
FY17 FY18
Co-Op Marketing Applications Received
$30,150
$66,124
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
FY17 FY18
Co-Op Marketing Funding Amount
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
33
FY17 vs. FY18
TDC Quarterly Meeting – FY18 Q4
Upcoming Notable Events
34
35
Upcoming Notable Events
October
• 20 – 28th Annual Great Floridian Triathlon| Sommer Sports, Clermont
• 27-28 – Mount Dora Craft Fair | Mount Dora
November
• 2-18 – Lady of the Lakes Renaissance Faire| County Landfill Rd, Tavares
• 9 - December 30 – The Polar Express Train Ride| Wooton Park, Tavares
TDC Quarterly Meeting – FY18 Q4Upcoming Notable Events
Tab 2 – Office of Communications Report
37
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
38
LLL – Lakeridge Winery & Vineyards Darlyne’s Jams
LLL – Premier Boat Tours Lake County Fairground & Expo Center Meeting Venues
Video Production
Social Media
39
Web Site Design
40
Lake County
Fairgrounds
and Expo
Center
Creative Content
41
• Editorials
• Blogs
• News Releases
• Advertisements
• Photography
• Video
Tab 3 – Akers Media Report
42
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
Tab 4 – Greater Orlando Sports Commission
Report
43
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report
44
TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report
45
TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report
46
TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report
47
NEW BUSINESS
48
Tab 5 – Visit Florida and Research Opportunities
49
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
50
Research and Introduction:
Brandy Hastings
VISIT FLORIDA Cooperative Marketing
Opportunities for
Lake County
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
51
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
52
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
53
TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op
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Tab 6 – 2020 Fishers of Men National Championship Funding
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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
58
2020 Fishers of Men National Team Championship
• Event hosted and managed by Greater Orlando Sports Commission
• Proposed Date: March 7-14, 2020
• Venetian Gardens & Ski Beach host venue
• Projected participation between 145 boats & 290 anglers
• Projected 957 hotel room nights generated and $1.1M in Economic Impact
• GO Sports (Central Florida Sports Commission) and Lake County hosted the 2015 Fishers of Men National Team Championship.
TDC Quarterly Meeting – 2018 Q42020 Fishers of Men Championship Funding
59
Notable Tournament Budget Expenses:1) Bid Fee – $30,000
2) Accommodations for staff
3) Complimentary venue for weigh-in and meeting space
4) Banquet for participants
5) Additional event operation items
Estimated cost approximately $45,000
Requested TDT funding amount is $45,000
TDC Quarterly Meeting – 2018 Q42020 Fishers of Men Championship Funding
Tab 7 – PEAR Park Pickleball Complex Expansion
60
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
61
What is Pickleball?
• Paddle sport that combines elements of tennis, badminton and table tennis; with 2 or 4 players
• Approximately 2.8M pickleball players in country; according to the Sports & Fitness Industry Association (SFIA) 2016 Pickleball Participant Report
• USA Pickleball Association has 22,000 members; 450% increase over 5-years
TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion
62
TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion
Pickleball Growth & Opportunity
• Lake County & Surrounding Areas
– The Grand Oaks Resort
– The Villages
• Event Opportunities
– USA Pickleball Association (USAPA)
• USAPA National Championship; 1,300+ players, 9-days of events
• USAPA Regional Events; 350+ players, 4-days of events
– AAU Pickleball
• Official alliance with USAPA to co-brand programs and tournaments targeting youth and adult players
• AAU has 700,000 members
63
TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion
Current Status Expansion Plan
PEAR Park Pickleball Complex Expansion
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TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion
PEAR Park Pickleball Complex Expansion• Current # of Pickleball Courts = 6
– PEAR Park Pickleball Complex currently has 2 tennis courts (may be used for pickleball), restrooms and grass parking
• Pickleball Complex Expansion # of Pickleball Courts = 12
• Additional amenities include paved parking, shelter, paved sidewalk around courts
• Project tentative to begin Spring, 2019 and completed Summer, 2019
• Estimated budget: $200,000
• Visit Lake staff proposes to partner with Parks & Trails on this expansion to allow for tourism use, event recruitment and to allow opportunity for additional projects
Tab 8 – Sugarloaf Mountain
Eco-Tourism/Cycling Amenities
65
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
66
Sugarloaf Mountain-area Eco-Tourism & Cycling Amenities
• Sugarloaf Mountain is the highest elevation in peninsular Florida
• Sugarloaf Mountain Road and surrounding areas are extremely popular destinations for eco-tourism, cycling and triathlon athletes and events
• Events and community have expressed concern and need for amenities on the routes to accommodate the growing number of events and athletes
• Potential amenities and attractions may include points of interest markings, nature/birding center, bicycle repair stations, observation points, trailheads, restrooms, etc
TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling
67
TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling
STRAVA Heat Maps• STRAVA is a popular social fitness network used to
track cycling, running and swimming. Used by amateur and professional athletes for training.
• “Heat Maps” show popularity of locations and routes
• Sugarloaf Mountain-area is one of the “hottest” routes in area
68
TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling
Event Support
• Following events utilize Sugarloaf-area:
– Great Floridian Triathlon– Florida Challenge “The Intimidator”– Fondo Cycling Circuit USA – Clermont– Horrible Hundred– Mount Dora Bicycle Festival
69
TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling
Parks & Trails Master Plan
• Sugarloaf Mountain Trail & Ferndale Connector future planning
• Amenities would plan to serve as future trailheads of expanded County-wide trail system
70
TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling
Potential Locations
1. Sugarloaf Mountain Rd, Minneola
a. Land owner: City of Minneola
2. Sugarloaf Mountain Rd, Minneola
a. Land owner: City of Minneola
3. 20800 CR 455, Minneola
a. Land owner: Epic Holdings, LLC & Parkview Oaks, LLC
Tab 9 – Capital Project Funding Application“Legends Way Ballfields Scoreboard Replacement”
Lake Sumter State College
71
TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update
TDC Quarterly Meeting – 2018 Q4Capital Project Funding Program
72
2018 Fall Cycle for Capital Projects Funding Program
• One (1) application submitted: – Applicant: Lake Sumter State College
– Project: Legends Way Scoreboard Replacement
– Requesting: $62,500
• First TDC Hearing: October 8 @ 3:00pm, Mission Inn Resort
• Second TDC Hearing: October 29 @ 3:00pm, BCC Chambers
Upcoming Meetings:
Capital Funding Meeting: October 29, 2018
Quarterly Meeting: January 7, 2019
73
TDC Dates for 2019
All times 3-5 p.m., locations TBDMonday, January 7, 2019 (regular meeting)
Monday, April 8, 2019 (regular meeting/1st capital funding meeting)
Monday, April 22, 2019 (2nd Capital funding meeting if needed)
Monday, July 8, 2019 (regular meeting)
Monday, October 7, 2019 (regular meeting/1st capital funding meeting)
Monday, October 21, 2019 (2nd Capital funding meeting if needed) 74