chamber business journal

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Visitors Find Their Perfect Beach in South Walton TOURISM SET RECORDS IN 2011 In South Walton, turquoise water meets sugar- white sand along 26 miles of pristine coastline that continues to draw visitors from throughout the southeastern United States and beyond. Fifteen neighborhoods, individually distinctive in architectural style and personality, offer unparalleled options to visitors seeking their own beach escape. Given all this natural beauty, it's no wonder that tourism is the basis of Walton County's economy. At this time last year, area businesses were still reeling from the decline in tour- ism as the result of the BP Deepwater Horizon incident of April 2010, and anxiously anticipating a return to business as usual. Although South Walton boasts an impressive 80-plus percent return rate among visitors, many wondered if those visitors would return following a season of uncertainty. Fortunately, they not only returned, but did so in record numbers, as indicated by bed tax revenue, the primary measure used to track visitation in South Walton. From July through November 201 1, bed tax revenue totaled just over $3 million, a 52.3 percent increase over the previous year, and 22 percent higher than the previous record set in 2007. A $30 million grant from BP secured in April by Governor Rick Scott for marketing initiatives along Northwest Florida played a major role in these impressive gains. Integral also was a carefully orchestrated brand evolution designed to position South Walton as the beach destination of choice, while differentiating it from neighboring destinations. Visit South Walton's Brand Promise is to "provide visitors with a relaxing escape: an upscale, yet casual, place to unwind and rejuvenate. Charm and scenic beauty define our stretch of Northwest Florida's Gulf Coast, and our white sand beaches and turquoise waters offer a natural setting, where FIND YOUR PERFECT BEACH visitors feel comfortable. We deliver an unforgettable experience, filled with lasting memories." That's a big promise, and its fulfillment depends upon several goals, all outlined in the organization's fiscal 2011-12 Strategic Plan. They include: proper brand execution to increase consumer awareness and subsequent leads, retaining and growing core and existing markets, managing and maintaining South Walton's pristine beaches, and perhaps most important to visitors - delivering those unforgettable experiences filled with lasting memories. To that end, the BP grant supported a number of new marketing pro- grams implemented by the seven counties in the Northwest Florida Tourism Council (NWFTC), all geared toward driving both summer and shoulder season travel. Walton County's share of funds totaled $8 million, allowing the destination unprecedented media exposure that included television, radio, print and online media. This broad exposure complemented the orga- nization's $1.2 million core-budget media plan, helping to raise awareness by 21 percent to 32 percent among potential visitors in South Walton's existing and emerging markets. Dawn Moliterno, Executive Director of Visit South Walton and NWFTC chairperson, is convinced that last season's bed tax collections are "a direct reflection of the marketing efforts that began in earnest in the summer of 2011. Governor Scott made the BP grant a priority, and it clearly paid off as visitors returned in record numbers to experience our uniquely beautiful destination." As Governor Scott noted, "world-class seafood, beaches and state parks CONTRIBUTED BY THE SOUTH WALTON TOURIST DEVELOPMENT COUNCIL the Chamber Connection MAY 2012

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Page 1: Chamber business journal

VisitorsFind TheirPerfectBeach

in SouthWaltonTOURISM SET RECORDS IN 2011

In South Walton, turquoise water meets sugar- white sand along 26 milesof pristine coastline that continues to draw visitors from throughout thesoutheastern United States and beyond. Fifteen neighborhoods, individuallydistinctive in architectural style and personality, offer unparalleled optionsto visitors seeking their own beach escape. Given all this natural beauty, it'sno wonder that tourism is the basis of Walton County's economy. At thistime last year, area businesses were still reeling from the decline in tour-ism as the result of the BP Deepwater Horizon incident of April 2010, andanxiously anticipating a return to business as usual. Although South Waltonboasts an impressive 80-plus percent return rate among visitors, manywondered if those visitors would return following a season of uncertainty.Fortunately, they not only returned, but did so in record numbers, asindicated by bed tax revenue, the primary measure used to track visitation inSouth Walton. From July through November 201 1, bed tax revenue totaledjust over $3 million, a 52.3 percent increase over the previous year, and 22percent higher than the previous record set in 2007.

A $30 million grant from BP secured in April by Governor Rick Scott formarketing initiatives along Northwest Florida played a major role in theseimpressive gains. Integral also was a carefully orchestrated brand evolutiondesigned to position South Walton as the beach destination of choice, whiledifferentiating it from neighboring destinations.

Visit South Walton's Brand Promise is to "provide visitors with a relaxingescape: an upscale, yet casual, place to unwind and rejuvenate. Charm andscenic beauty define our stretch of Northwest Florida's Gulf Coast, andour white sand beaches and turquoise waters offer a natural setting, where

FIND YOUR PERFECT BEACH

visitors feel comfortable. We deliver an unforgettable experience, filled withlasting memories."

That's a big promise, and its fulfillment depends upon several goals, alloutlined in the organization's fiscal 2011-12 Strategic Plan. They include:proper brand execution to increase consumer awareness and subsequentleads, retaining and growing core and existing markets, managing andmaintaining South Walton's pristine beaches, and perhaps most importantto visitors - delivering those unforgettable experiences filled with lastingmemories.

To that end, the BP grant supported a number of new marketing pro-grams implemented by the seven counties in the Northwest Florida TourismCouncil (NWFTC), all geared toward driving both summer and shoulderseason travel. Walton County's share of funds totaled $8 million, allowingthe destination unprecedented media exposure that included television,radio, print and online media. This broad exposure complemented the orga-nization's $1.2 million core-budget media plan, helping to raise awareness by21 percent to 32 percent among potential visitors in South Walton's existingand emerging markets.

Dawn Moliterno, Executive Director of Visit South Walton and NWFTCchairperson, is convinced that last season's bed tax collections are "a directreflection of the marketing efforts that began in earnest in the summer of2011. Governor Scott made the BP grant a priority, and it clearly paid offas visitors returned in record numbers to experience our uniquely beautifuldestination."

As Governor Scott noted, "world-class seafood, beaches and state parks

CONTRIBUTED BY THE SOUTH WALTON TOURIST DEVELOPMENT COUNCIL

the Chamber Connection MAY 2012

Page 2: Chamber business journal

COVER SI

are among the many qualities that makeFlorida the place everyone wants to be, soit comes as no surprise to me that North-west Florida experienced a record numberof visitors." He commended the NorthwestFlorida Tourism Council "for its efforts to putNorthwest Florida back on the map after atough tourism season."

Because Walton County chose to front-load its grant-funded marketing programs,virtually all BP grant monies were expendedby the end of April 2012, but the possibilityexists for additional funds from a differentsource. In March, the U.S. Senate passed theRESTORE Act, a measure that allows eightypercent of the fines from the 2010 Gulf OilSpill to be used to finance environmental andeconomic restoration efforts in affected com-munities along the Gulf Coast. Now includedin the Senate version of the Highway bill, TheRESTORE Act must still be approved by theHouse of Representatives and signed by thePresident before becoming law.

Scott Brannon, who serves as chairmanof both the Walton County Board of CountyCommissioners and Walton County TDCAdvisory Council, has been a longtimeadvocate of the RESTORE Act. "Passing theRESTORE Act would have an immediate,noticeable impact on Walton County" hesaid. "Florida could receive anywhere from$850 million to $2.85 billion as the result ofthis measure, with Walton County receivingroughly 10 percent of those funds for projectsrelated to environmental and economicrestoration."

Big numbers, to be sure, but when it comes

to tourism in Walton County, the numbersdo tend to trend high. Even prior to lastyear's records, visitor spending in marketwas estimated to be more than $1 billionannually, with an annual visitor count overtwo million. Though spring and summertravel still comprise the core of South Waltontourism revenue, niche markets continue togrow. Business meetings, conventions, familyreunions and weddings bring an estimated200,000 annual visitors to the destination,with spending estimated at approximately$ 150 million in Walton County in thosecombined markets.

The destination continues to attract greaternumbers of visitors in the shoulder seasons,as well, due to a wide variety of special eventsranging from food and wine to music and thearts. Through a detailed sponsorship program,Visit South Walton offers substantial fundingto those events designed to bring overnightvisitors to the destination. The organiza-tions commitment to enhancing shoulderseason tourism is evidenced by a 300 percentincrease in event sponsorship funding fromfiscal 2011 to fiscal 2012, with continuedgrowth anticipated for 2013.

As our nation celebrates National Traveland Tourism Week May 5-13, America's an-nual salute to tourism is especially relevantto those who live and work in South Walton.By all accounts, Visit South Walton's BrandPromise is a promise delivered, thanks to ourdestination's many dedicated professionalswho are committed to providing visitors withthat "unforgettable experience, filled withlasting memories."

LEFT: The 30A SongwritersFestival showcases local,regional and nationaltalent at several venuesalong Scenic Highway30A.

Bed Tax Collection % ChangeYear over Year

Infographic w/BTC

EVENTS IN SOUTH WALTONSouth Walton is quickly gaining popularity as

a year-round destination. In an effort to enhancevisitation in the shoulder seasons, Visit South Wal-ton sponsors several popular events throughout theyear, including these Signature Events.

Taste of The BeachSponsored in partnership with Southwest

Airlines and Southwest Airlines Spirit magazine,Taste of The Beach returns to South Walton eachNovember with six wine and culinary events overthe course of few delicious days. National winesuppliers and boutique vineyards are paired with animpressive list of chefs and restaurants serving fresh,local fare. Events include the Al Fresco ReserveTasting In Ruskin Place, Seaside's Seeing Red WineFestival, Winemakers and Shakers: ProgressiveVintner Dinner, Charity Auction: After Dark AtSandestin, and Taste Of The Beach Charity Auction.

30A Songwriters FestivalProduced by the Cultural Arts Alliance of

Walton County, 30A Songwriters Festival enlivensJanuary with three nights and two days of stellarmusical performances by industry greats and risingsongwriting stars, including local talent. Some of thepast headline acts include The Bangles, Indigo Girls,Rodney Crowell, Shawn Mullins, Sam Bush Bandand Matthew Sweet. Among other great perfor-mances, the 2012 festival featured Susanna Hoffs ofthe Bangles debuting her new solo song, This is thePlace. To download the song for free, go to www.VisitSouthWalton.com/sounds.

Seaside School Half Marathon & 5k RunThe Seaside School Half Marathon has been a

fixture in the South Walton neighborhood that bearsits name for the past 10 years. Popular with both se-rious distance runners and casual weekend warriors,this hugely popular March event sells out each year.Because the event is presented by Vera Bradley, thepromise of one of the popular designer's handbagshelps lure runners to the finish line.

ArtsQuest Fine Arts FestivalNow in its 24th year, South Walton's only fine

arts and music festival showcases over 130 interna-tional artist exhibits along with live music, children'sart activities, and public art projects and demos.Downtown Seaside provides the scenic backdropeach May.

More information on these and other events canbe found at www.VisitSouthWalton.com/events.

For sponsorship information, please go to www.VisitSouthWalton.org/sponsorship-grants.

Visit South Walton's weekly e-newsletter, TheConnection, features local tourism information.Subscribe for free atVisitSouthWalton.org/connec-tion-sign-up.

MAY 2012 www.waltonareachamber.com