The Early Years

• Chokoloskee & Everglades Home to Isolated Settlers

• 1880’s Playground for Affluent Northerners & Sportsmen• 1928 Barron Collier Completed Tamiami Trail to Miami• Collier Purchased

– Million + Acres to Develop– Named it Collier County

• Collier Developed Everglades City – First County Seat

The Growth Era 1950- 1980• Population Grew from 6,500 to 85,000• Real Estate Development Became County’s

# 1 Growth Industry• Naples Began to Develop

Near Water• County Seat Moved to Naples

in 1962• Marco Island Developed 1962

Deltona Corp. - Mackle Brothers

Tourism Era 1980-2002• The Ritz-Carlton, Naples establishes upscale product• Naples Visitor Bureau formed

– 5 Major Resorts Promote the Area• Naples & Marco Island Chambers Promote Their Areas• Tourism Alliance Formed to Market the Destination• County-Wide Workshops 2002• Naples, Marco Island, Everglades Convention &

Visitors Bureau formed in 2003• Many Visitors Purchased Real Estate

Tourism Growth Period 2003 - Present

• Community-Wide Branding Exercise- 2004– Paradise Coast- New Brand– Florida’s Last Paradise- Brand Promise

• New Campaign Launched - Summer 2004• Fourth Cent of Tourist Tax Approved 2005

– Added $3 Million to Marketing- 15% to 35% of Revenue– Off - Season Promotion to Grow Visitation & Impact

• Shift of Home Buyers to Short Term Visitors• Differentiated Seasonal Residents & Short Term Visitors

NAPLES, MARCO ISLAND,EVERGLADES

CONVENTION & VISITORS BUREAU

• Destination Marketing Organization• Official Tourism Promotion Organization for

Collier County – Per Resolution 2002-501

• Trusted Source for Travel Information about Collier County

2006 CVB Accreditation

• By Destination Marketing Accreditation Program (DMAP)• Met or Exceeded 80 Standards of Governance, Finance,

Operations, Technology, Marketing, Sales, Communications, Branding, Research

• 50 CVB’s Accredited in U.S. Canada and Puerto Rico• We were first in Florida and 10th in U.S.

– Currently 4 Accredited CVB’s in Florida

What We Do• Promote Collier County as a tourism destination of

choice world-wide• Basic Tools of our Business

– Paid Advertising– Public Relations & Communications– Sales Initiatives– Promotions– Sports & Training Events– Film & Entertainment Initiatives

OUR MISSION STATEMENT

To promote year-round distinctive, world-class vacation and group meeting

experiences, resulting in positive economic growth and stability for Collier County.

OUR VISION STATEMENT

To be recognized as the most desirable year-round visitor destination in the world.

Tourism is Second Largest Private Sector Industry

in the U.S. • $740 Direct Tourism Expenditures• $1.6 Trillion in Visitor Economic Impact• 7.5 Million Tourism Industry Jobs• $178 Billion Tourism Industry Payroll• $110 Billion Tax Revenue

“I think the importance of travel and tourism goes far beyond economics. Experiencing America firsthand provides outstanding educational opportunities and is terrific for personal growth. And where in the world is there a more beautiful place to travel, have fun, and relax than in America?” President Ronald Regan

Feb. 1, 1984

Economic Impact on the Community

• Source: Travel Industry Association

Tourism is Florida’s Largest Private Sector Industry

• 82.4 Million Visitors• $59.6 Billion in Visitor Spending• $3.6 Billion in Sales Tax Revenue• 991,300 Jobs• $12.8 Billion Tourism Payroll

The Value of Tourism to Collier County

• Visitor Spending Throughout Community• Sales Revenue to Most Area Businesses• Tax Revenue to Local Government

– Helps Build Roads and Support Schools• Year-Round Employment Opportunities- New Jobs• Tax Savings to Collier County Residents• More Shopping, Restaurants, Arts & Culture

Tourism is Collier County’s Largest Private Sector Industry

2007 Results

Tourism is Collier County’s Largest Private Sector Industry

2007 Results• 1.4 Million Visitors -0.6%• $791.2 Million in Direct Visitor Expenditures +6.3%

• $1.2 Billion in Visitor Economic Impact +6.3%• $14.5 Million Tourist Tax Revenue +5.0%• 31,300 Tourism Industry Jobs (p) +2.6%• $897 Million Tourism Industry Wages (p) Even

Visitor Contributionsto Collier County Economy

• $78.5 Million in Sales & Gas Tax Revenue +6.1%• $649 Tax Savings to 120K Collier Households

+18.6%• 67.0% Hotel Occupancy -0.02%• $167.40 Average Daily Accommodation Rate +7.4

%

Tourist Tax Revenue Distribution2007- $14.5 Million

MUSEUMS15%

CVB35% BEACH

RENOURISH50%

BEACH RENOURISHMENT MUSEUMS CVB

Number of Visitors

20072007 % %

Quarter 1Quarter 1 487,180 487,180 0.00.0

Quarter 2Quarter 2 334,600 334,600 -2.5-2.5

Quarter 3Quarter 3 253,770253,770 -0.1-0.1

Quarter 4Quarter 4 318,270318,270 +0.3+0.3

AnnualAnnual1,393,820 -0.6-0.6

20062006 20072007 % %

Q1Q1 $409,454,804$409,454,804 $441,979,240$441,979,240 +7.9+7.9

Q2Q2 315,895,452 315,895,452 327,945,524327,945,524 +3.8+3.8

Q3Q3 152,491,376 152,491,376 161,211,468161,211,468 +5.7+5.7

Q4Q4 231,983,409 231,983,409 248,486,094 248,486,094 +7.1+7.1

AnnualAnnual$ 1,109,825,041 $ 1,109,825,041 $1,179,622,326$1,179,622,326 +6.3+6.3

Impacts of Tourism Direct & Induced

Florida Florida 538,071538,071 -4.1-4.1

SoutheastSoutheast 102,176102,176 -6.9-6.9

NortheastNortheast 249,452249,452 +4.0+4.0

MidwestMidwest 246,908246,908 +0.6+0.6

CanadaCanada 33,61233,612 +0.4+0.4

EuropeEurope 141,400141,400 +1.8+1.8

Markets of Opp.Markets of Opp. 82,20182,201 +11.6+11.6

TotalTotal 1,393,8201,393,820 -0.6-0.6

%% 20072007 06-0706-07

Visitor Origins 2007 Visitors

Purpose of Trip (%)

FirstFirstQuarterQuarter

SecondSecond QuarterQuarter

ThirdThird QuarterQuarter

FourthFourth QuarterQuarter

‘‘0606 ‘‘0707 ‘‘0606 ‘‘0707 ‘‘0606 ‘‘0707 ‘‘0606 ‘‘0707

LeisureLeisure 70.370.3 65.965.9 68.368.3 64.964.9 67.167.1 69.469.4 66.966.9 64.764.7

Business/ Business/

MeetingsMeetings29.729.7 34.134.1 31.731.7 35.135.1 32.932.9 30.630.6 33.133.1 35.335.3

Median Age Median Age (yrs)(yrs)

49.4 49.4

Median HH IncomeMedian HH Income $134,872$134,872

Spending Per Person/DaySpending Per Person/Day $137.12$137.12

Visitor ProfileVisitor Profile

Party Size Party Size (people)(people) 2.82.8

Length of Stay in Collier (Days)Length of Stay in Collier (Days)6.06.0

PARTY SIZE/LENGTH OF STAYPARTY SIZE/LENGTH OF STAY

Very SatisfiedVery Satisfied 82.7 %82.7 %

SatisfiedSatisfied 13.9 %13.9 %

CombinedCombined 96.6 %96.6 %

Would RecommendWould Recommend 94.1 %94.1 %

Return Next YearReturn Next Year 55.8 %55.8 %

Visitor AttitudesVisitor Attitudes

International Visitation

ORIGIN # VISITORS

SHARE OF INTL.

VISITOR

SHARE OF TOTAL VISITORS

TOTAL EXPEND.

PER PERSON EXPEND.

CENTRAL EUROPE 49,561 35.1% 3.6% $37,269,900

UK 70,323 49.7% 5.0% $49,015,100

OTHER EUROPEAN 21,516 15.2% 1.5% 13,920,800

TOTAL EUROPEAN 141,400 100.0% 10.1% $100,205,800 $708.67

TOTAL U.S. and CANADIAN 1,252,420 89.9% $690,956,055 $551.70

TOTAL ALL VISITORS 1,393,820 100.0% $791,161,855

PR & Communications Accomplishments 2007

• Excellent focus on outdoor, luxury and family media produces quality coverage

• Secured BCF as CVB PR Agency• Ad Value to Purchase Publicity Space - $8.1 million• Actual Value of Objective Editorial Coverage - $24.4 million

JoNell Modys, PR & Communications Manager

• 184 RFP’s sent to hotels in 2007– Over 76,000 potential room nights– Booked 34 groups – 17,000 estimated room nights– Over $2,828,000 in room revenue

2007 Sales Leads Report2007 Sales Leads Report

Debi DeBenedetto, CHATourism Sales & Marketing Manager

Debi DeBenedetto, CHATourism Sales & Marketing Manager

RFP Progression

• 2005 sent 91 RFP’s• 2006 sent 131 RFP’s +44%• 2007 sent 184 RFP’s +40%

2005 -2007 Group Meeting Economic Impact

• 2005 $2,701,243

• 2006 $10,171,825 + 276%

• 2007 $13,827,733 + 36%

Film Commission Highlights 2007

• 3 NATIONAL COMMERCIALS3 NATIONAL COMMERCIALS• 28 PRINT PROJECTS28 PRINT PROJECTS• 9 TV COMMERCIALS9 TV COMMERCIALS• 14 TV SEGMENTS/SERIES14 TV SEGMENTS/SERIES• 5 DOC/EDUCATIONAL5 DOC/EDUCATIONAL• 10 VIDEO/FILM10 VIDEO/FILM

Maggie McCarty, Film Commissioner

82

81

66

TOTAL PROJECTS

2005

$1.2 Million

2006

$1.4 Million

2007

$2.07 Million

PRODUCTION REVENUE COMPARISON

Sports Marketing 2007

• 33 Events• 1,696 Hotel Room Nights • $2.4 Million Economic Impact

Ralph Pryor, Sports Coordinator

Hotel Sports Business Time Period

Average Room Rate

Total RoomsBlocked

Total RoomsBooked

Average Number of

Nights Stayed

ActualRoom Nights

ApproximateHotel Room

Revenue

Tourist Tax

Revenue

ExpectedSCCC Rebate

FY '07 Second Quarter Report $211.67 15 588 1.64 965 $205,116.00 $8,204.64 $2,265.00

FY '07 ThirdQuarter Report $123.04 135 304 1.86 564 $86,709.03 $3,468.36 $2,265.00

FY '07 FourthQuarter Report $74.50 25 92 1.8 167 $12,346.73 $493.87 $805.00

FY '07 Yearly Report $141.80 175 984 1.72 1,696 $304,171.76 $12,166.87 $5,335.00

Time Period Average

Room Rate

Total RoomsBlocked

Total RoomsBooked

Average Number of

Nights Stayed

ActualRoom Nights

ApproximateHotel Room

Revenue

Tourist Tax

Revenue

ExpectedSCCC Rebate

FY '08 FirstQuarter Report $94.72 370 284 2 591 $55,979.52 $2,239.18 $2,285.00

FY '08 SecondQuarter to Date $163.43 305 483 1.73 837 $136,789.71 $5,471.59 $1,690.00

FY '08 YTD 106.17 675 767 1.86 1,428 $192,769.23 $7,710.77 $3,975.00

*FY '07 First Quarter Data is not available.

Sports Marketing

Web Site Trends

• Unique Visitor Growth

+193% 2005- 2007

+27% 2006- 2007

Miles Media Group

Visits - 2006 vs. 2007

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

2006 2007

Web Site Unique Visitors

User Sessions ParadiseCoast.com Sessions Over Time

0

20,000

40,000

60,000

80,000

100,000

120,000

J an Feb Mar Apr May J un J ul Aug Sept Oct Nov Dec

2005 2006 2007

Green Initiative• Goal of 10 Certified Green Lodging

Properties in 2008– 7 “One Palm” Properties to Date– 6 More in the cue

SEE Certification

6 Collier Eco Operators to Date

Questions?