Hillsborough County Tourist Development Council Quarterly Meeting February 11, :30 a.m.

Hillsborough County

Tourist Development Council

Quarterly Meeting

February 11, 2021

10:30 a.m.

Hillsborough











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ASSISTANT COUNTY ADMINISTRATOR Ron Barton PO Box 1110, Tampa, FL 33601-1110 (813) 272-6210 | Fax: (813) 276-2638 HCFLGOV.NET BOARD OF COUNTY COMMISSIONERS Harry Cohen Ken Hagan Pat Kemp Gwendolyn "Gwen" Myers Kimberly Overman Mariella Smith Stacy R. White COUNTY ADMINISTRATOR Bonnie M. Wise COUNTY ATTORNEY Christine M. Beck INTERNAL AUDITOR Peggy Caskey HILLSBOROUGH COUNTY TOURIST DEVELOPMENT COUNCIL

Quarterly Meeting

Thursday, February 11, 2021, 10:30 AM AGENDA

I. CALL TO ORDER Chair Pat Kemp

II. REVIEW PRIOR MEETING MINUTES (COMMENT ONLY) November 4, 2020

III. PUBLIC COMMENT

IV. ADMINISTRATIVE REPORT

Ronald D. Barton, Assistant County Administrator for Economic Prosperity • Quarterly Financial Report

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

Hillsborough

HILLSBOROUGH COUNTY TOURIST DEVELOPMENT COUNCIL

NOVEMBER 4, 2020

The Hillsborough County Tourist Development Council (TDC) met in a Quarterly Meeting on Wednesday, November 4, 2020, at 2:30 p.m. via remote teleconference.

The following Council members were present:

Commissioner Lesley “Les” Miller, Chairman Board of County Commissioners

Mayor Jane Castor City of Tampa

Councilman Frank Chillura City of Temple Terrace

Bob Morrison Morrison and Associates

Jeff Antonaccio Aimbridge Hospitality

Lou Plasencia The Plasencia Group

Joe Collier Mainsail Lodging & Development

Richard Gonzmart Columbia Restaurant Group

Jim Bartholomay Renaissance Tampa Hotel International

The following members were absent:

Mike Worrall Busch Gardens & Adventure Island

Commissioner Nate Kilton City of Plant City

The following staff members were present:

Ronald Barton Assistant County Administrator

for Economic Prosperity

Rosemary Perfit Senior Assistant County Attorney

Tammie Williams Senior Administrative Specialist

for Economic Prosperity Commissioner Mr. Lesley “Les” Miller called the meeting to order at 10:00 a.m. Tammie Williams called roll.

Commissioner Mr. Lesley “Les” Miller informed members that the previous meetings minutes would be addressed at a later date. No motions were made to approve the August 19, 2020 meeting minutes. No comments from members were presented.

Mr. Barton presented the TDC Fiscal Year (FY) 20 Fourth Quarter (Q4) 3 Percent Portion Operating Expenditures Report. Total revenues budgeted are $19,936,401 and finished at $14,449,765 in transactions.

Approved expenses adjustments were made including deferring the $500,000 to the Plant City Sports Complex and the $2,000,000 to the Tampa Bay Super Bowl Host Committee. Remaining awards were trimmed back in order to balance the budget.

Mr. Barton continued to the FY 20 Q4 Six Percent Operating Statement. Budget was $6,646,798 with $4,816,587 in total transactions.

The distribution for the Tampa Convention Center Capital was paid on the outset of the year in the amount of $2,000,000, prior to the pandemic. In order to balance the 6th _{percent TDT Fund, the Cultural}

and Attraction Based Capital and Infrastructure award was essentially shut down for the remainder of the year.

Mr. Barton presented on the historical total taxes collected (1-6%) from FY 2010-2020. Current periods are listed in bold print and the yellow highlight represents when the 6th _{cent collection began. The 1-3%}

chart highlights the toll the pandemic took on revenue compared to previous years. Slight recovery was noted upon reopening.

Line graphs depicting the monthly three percent, four and five percents, and the sixth percent collecting were presented.

Mr. Barton updated members on the actions taken since the beginning of the pandemic. The highlighted segments represent an order of events for those actions. No questions were presented. No vote was taken to accept the report.

Mr. Corrada presented for the Tampa Bay Convention and Visitors Bureau. The FY 20 Q4 Hotel Performances presented for 2020 YTD, January through September.

Hotel occupancy dropped 33.9% 2020 vs. 2019, though when compared to other similar markets it’s a lesser percent. Average daily rate dropped 10.3%; when compared to similar markets the percentage drop is significantly less. Among competitors, Tampa Bay is closing the gap on the top cities.

Submarket figures for Q4 were reviewed. Downtown shows a 32.3% occupancy, down 53.8%, with $11,724,772 in revenue, down 66.3%. East Tampa shows 60.9% occupancy, down 12.7%, with $31,573,174 in revenue, down 8.2%. North Tampa-Busch shows a 49.5% occupancy, down 18.0%, with $12,511,962 in revenue, down 37.1%. Westshore shows a 36.7% occupancy, down 46.8%, with $27,807,497, down 57.6%.

FY21 currently has 132 events equaling 329,386 room nights, and $196,127,736 EEI value. Approximately 80% of cancelled events, due to the pandemic, have resulted in rebooking at later dates. Dedicated funding has been redirected to Hybrid Meetings/Conventions.

The Connect Marketplace Event recap was presented. It was held at the Marriott World Center with Tampa being considered the Host destination of August 2021 or 2022.

Tampa Bay won hosting for the American Legion National Convention in 2025. Another big convention in July of 2021 is in the works.

Relaunch and recovery were briefly touched upon. The June 1-Oct 19 Recovery Report listed $13.8M in total estimated campaign revenue and 111,683 total estimated campaign room nights to date. Tampa is a top hotel origin market along with Miami and Orlando. A great deal of recovery media exposure has resulted in increased inquiries. Planning parameters are focused on closing the revenue and occupancy gap in the new normal via guided media marketing.

Mr. Placencia questioned where Visit Tampa Bay stood on staff. Mr. Santiago stated they are not yet back to pre-Covid numbers, but as areas continue to grow and evolve, members will be brought back on, rebuilding the team.

No motions were made to adopt the presentation.

ASSISTANT COUNTY ADMINISTRATOR Ron Barton PO Box 1110, Tampa, FL 33601-1110 (813) 272-6210 | Fax: (813) 276-2638 HCFLGOV.NET BOARD OF COUNTY COMMISSIONERS Harry Cohen Ken Hagan Pat Kemp Gwendolyn "Gwen" Myers Kimberly Overman Mariella Smith Stacy R. White COUNTY ADMINISTRATOR Bonnie M. Wise COUNTY ATTORNEY Christine M. Beck INTERNAL AUDITOR Peggy Caskey DATE: December 17, 2020

TO: Tourist Development Council Members

FROM: Ronald D. Barton, Assistant County Administrator, Economic Prosperity SUBJECT: 2021 Tourist Development Council Meeting Schedule

Request the following dates be reserved on your 2021 calendar for the TDC Quarterly meetings.

 Thursday, February 11, 2021 (10:30 a.m. – 12:00 p.m.)

 Friday, May 14, 2021 (10:30 a.m. – 12:00 p.m.)

 Thursday, August 12, 2021 (10:30 a.m. – 12:00 p.m.)  Thursday, November 4, 2021 (10:30 a.m. – 12:00 p.m.)

All Quarterly Meetings will be held in Conference Rooms A&B located on the 26th _{Floor of the}

County Center, 601 E. Kennedy Blvd., Tampa, Fl 33602.

Arrangements have been made for TDC members to use the Pierce Street parking garage across the street (on the east side) from the County Center at 319 North Pierce Street. The entrance is on Jackson Street. Ticket validation will be provided at the meeting.

If you are unable to attend a meeting, please contact Tammie Williams at (813) 276-2737 or

WilliamsTC@hcflgov.net.

cc: Tom Fesler, Interim Chief Financial Administrator Liana Lopez, Chief Communications Administrator Rosemary Perfit, Senior Assistant County Attorney Lindsey Kimball, Director, Economic Development

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M

Hillsborough

County

FIL

d

GL Account Description Annual Budget Amount Quarter Transaction Oct-Dec Year-to-Date Transaction Amounts Revenues

Local Option Tourist Development Tax 11,603,751 2,646,046 2,646,046

Interest Earnings 27,700 2,690 2,690

Interfund Transfer 0 0 0

Less 5% Required By Law (581,723) (132,302) (132,302) Total Revenues $ 11,049,728 $ 2,516,434 $ 2,516,434 Expenditures

Commissions on Tax Collections 97,528 19,845 19,845 Tourist Development Administration 625,390 206,099 206,099 Subtotal (Expenditures) $ 722,918 $ 225,944 $ 225,944 Approved Award Expenses

Tampa Bay Sports Commission 842,923 0 0

Tampa Bay CVB - Tourism Funding 8,429,228 2,107,307 2,107,307 Tampa Bay CVB - Out of Area Marketing 805,000 0 0 Tampa Bay CVB-Festivals and Events 17,000 0 0 Tampa Bay CVB- Visitor Experience 92,000 0 0 Tampa Bay Sports Authority Soccer Complex 350,000 350,000 350,000 Tampa Bay Super Bowl Host Committee 3,000,000 0 0 Plant City Sports Complex - Ellis-Methvin 500,000 0 0 Subtotal (Approved Awards) $ 14,036,151 $ 2,457,307 $ 2,457,307 Expenditure Subtotal $ 14,759,069 $ 2,683,251 $ 2,683,251 Transfers from Trust Fund/Reserves

Tampa Bay CVB - Destination/Recovery Mrktg 4,000,000 0 0 Subtotal Award from Reserves $ 4,000,000 $0 $0 Total Expenditures $ 18,759,069 $ 2,683,251 $ 2,683,251

Hillsborough County, Florida Tourist Development - 3 Percent Portion Operating Statement, 1st Quarter FY 2021

GL Account Description Annual Budget Amount Quarter Transaction Oct-Dec Year-to-Date Transaction Amounts Revenues

Local Option Tourist Development Tax 3,867,917 882,015 882,015

Interest Earnings 30,000 464 464

Interfund Transfer 0 0 0

Less 5% Required By Law (194,896) (44,101) (44,101) TOTAL REVENUES 3,703,021 838,378 838,378 Expenditures

Commissions on Tax Collections 32,509 6,615 6,615 Subtotal (Expenditures) 32,509 6,615 6,615 Approved Award Expenses

Distrib for Tpa Conv Ctr Capital 2,000,000 0 0 Tampa Bay CVB 1,093,653 273,413 273,413 Cultural and Attraction Based Capital &

Infastructure 551,858 0 0

Subtotal (Approved Awards) $ 3,645,511 $ 273,413 $ 273,413 TOTAL EXPENDITURES $ 3,678,020 $ 280,028 $ 280,028

Hillsborough County, Florida Tourist Development - 6 Percent Portion Operating Statement, 2nd Quarter FY 2021

Month 

Collected FY21 FY20 FY19 FY18 FY17 FY16 FY15 FY14 FY13 FY12 FY11 FY10

October  $1,717,083 $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  $1,730,792 $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   $1,844,216 $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  $1,802,470 $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    $884,948 $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  $1,566,148 $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  $1,559,839 $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 $1,579,257 $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 $7,094,562 $30,420,558 $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 2021

CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD CONTRACT PERIOD

Month  Collected

Annual       % 

Change FY21 FY20 FY19 FY18 FY17 FY16 FY15 FY14 FY13 FY12 FY11 FY10

October  ‐37.80% $858,542 $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  ‐45.43% $865,396 $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   ‐38.90% $922,108 $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  ‐46.75% $901,235 $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    $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  $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  $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  $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    $442,474 $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  $783,074 $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  $779,920 $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 $789,629 $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 ‐42.48% $3,547,281 $15,210,279 $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 PERIOD CONTRACT PERIOD

2019 and 2018 CONTRACT PERIOD

2021 and 2020

-October November December January February March April May June July August September 2019 $1,324,000 $1,597,361 $1,424,359 $1,589,655 $1,944,865 $2,288,851 $2,587,457 $1,967,134 $1,731,952 $1,498,466 $1,566,234 $1,438,901 2020 $1,380,267 $1,585,738 $1,509,057 $1,692,404 $2,185,101 $2,452,856 $1,236,532 $373,228 $442,474 $783,074 $779,920 $789,629 2021 $858,542 $865,396 $922,108 $901,235 $100,000 $600,000 $1,100,000 $1,600,000 $2,100,000 $2,600,000 $3,100,000

Monthly 3 Cent TDT Collections, 2019‐2021

October November December January February March April May June July August September 2020 $1,380,267 $1,585,738 $1,509,057 $1,692,404 $2,185,101 $2,452,856 $1,236,532 $373,228 $442,474 $783,074 $779,920 $789,629 2021 $858,542 $865,396 $922,108 $901,235 $100,000 $600,000 $1,100,000 $1,600,000 $2,100,000 $2,600,000 Monthly 3 Cent TDT Collections, 2020 v. 2021 Year‐to‐Date Growth Rate: ‐42.48%

October November December January February March April May June July August September 2020 $920,178 $1,057,158 $1,006,038 $1,128,270 $1,456,734 $1,635,237 $824,354 $248,819 $294,983 $522,049 $519,946 $526,419 2021 $572,361 $576,931 $614,739 $600,823 $100,000 $350,000 $600,000 $850,000 $1,100,000 $1,350,000 $1,600,000 $1,850,000 Monthly 4 & 5 Cent TDT Collections, 2020 v. 2021 Year‐to‐Date Growth Rate: ‐42.48%

October November December January February March April May June July August September 2020 $460,089 $528,579 $503,019 $564,135 $728,367 $817,619 $412,177 $124,409 $147,491 $261,025 $259,973 $263,210 2021 $286,181 $288,465 $307,369 $300,412 $0 $500,000 $1,000,000 Monthly 6 Cent TDT Collections, 2020 v. 2021 Year‐to‐Date Growth Rate: ‐42.48%

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December 2020 Hillsborough/Florida/U.S.

Hotel Performance

County

December

2020

County

%Change

December

20

vs.19

Occupancy

47.3%

w32.9%

ADR

$88.95

w21.9%

RevPAR

$42.07

w47.6%

Revenue

$32,376,516

w45.3%

Florida

December

2020

46.6%

$125.18

$58.31

N/A

Florida

0/o

Change

December

20

vs.19

w32.6%

U.S.

December

2020

36.7°/o

$91.96

N/A

U.S.

0/o

Change

December

20

vs.19

-J,-27.6%

w51.0%

-12.9 -29.6 -29.6 -29.8 -32.8 -32.9 -34.3 -35.2 -40.3 -42.4 -47.4 -50.0 -45.0 -40.0 -35.0 -30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0 Fort Worth, TX Fort Lauderdale, FL Louisville, KY Baltimore, MD San Antonio, TX Tampa Bay Austin, TX Charlotte, NC Nashville, TN Milwaukee, WI Orlando, FL

-9.8 -21.9 -21.9 -22.8 -24.1 -26.8 -27.2 -28.1 -28.7 -29.5 -30.5 -35.0 -30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0 Fort Worth, TX Louisville, KY Tampa Bay Baltimore, MD Milwaukee, WI Charlotte, NC San Antonio, TX Fort Lauderdale, FL Orlando, FL Nashville, TN Austin, TX

-21.4 -45.0 -45.8 -47.6 -49.4 -51.1 -52.6 -54.4 -56.3 -57.9 -62.5 -70.0 -60.0 -50.0 -40.0 -30.0 -20.0 -10.0 0.0 Fort Worth, TX Louisville, KY Baltimore, MD Tampa Bay Fort Lauderdale, FL San Antonio, TX Charlotte, NC Austin, TX Milwaukee, WI Nashville, TN Orlando, FL

Occupancy

ADR

RevPAR

Revenue

FY21

Ql

35.8%

$110.51

$39

.

55

$15,255,942

%Change

w51.7%

w27.6%

w65.0%

w61.B%

*TAMPA BAY

Occupancy

ADR

RevPAR

Revenue

FY21

Ql

61.2%

$90.04

$55.08

$32,824,419

%Change

w14.6%

w21.3%

w15.2%

*TAMPA BAY

Occupancy

ADR

RevPAR

Revenue

FY21

Ql

50.1%

$72.66

$13,783,735

%Change

w18.0%

w3□.7%

w3□.7%

*TAMPA BAY

FY21

Ql

Occupancy

40.1%

ADR

$90.91

RevPAR

$36.46

Revenue

$30,605,624

%Change

w43.2%

w22.8%

ws6.2%

FY21 Ql County Total Taxable Revenue

Ql Report

October, November, December

for Hotel Collections

September, October,

November

$160,000

,

000

$145

,

121

,

811

$149.425.549

$140,000,000

$120,000,000

$100,000,000

$86,165,507

$80,000,000

$60,000

,

000

FY19

FY20

FY21

*TAMPA BAY

FY21 Ql

County Bed

Ta:x

Collections

Ql Report October, November, December

for

Hotel Collections September, October, November

$10,000,000

$9,000,000

$8,000,000

$7,000,000

$6,000,000

$5,000,000

$4,000,000

FY19

FY20

FY21

*TAMPA BAY

FY21 Ql County Total Taxable Revenue

YTD report

October

through

December

for Hotel Collections September through November

••••••••

Oct

Dec

Feb

- 2 0 2 1 YTD s86.1 million - 2020 YTD $1 . million

Apr

June

Aug

■

■

■

■

I

■

a

■

*TAMPA BAY

FY21 Ql County Bed

Tax

Collections

YTD report October through December

for Hotel Collections September through

November

- 2 0 2 1 YTD$C..2 million

$5,000,000

$4,500,000

-$4,000,000

$3,500,000

$3,000,000

$2,500,000

$2,000,000

$1,500,000

$1

,

000,000

$500,000

4,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 I Source: STR, Inc. I I

Hillsborough County Revenue

January

1, 2020 through January 23, 2021

2/1/2020 3/1/2020 4/1/2020 5/1/2020 6/1/2020 7/1/2020 8/1/2020 9/1/2020 10/1/2020 11/1/2020 12/1/2020 1/23/2021

*-TAMPA BAY

FY21

Ql

Definite

Room Nights

5,568

Rebooking

Room Nights

18,190

Total

Room Nights

23,758

Definite Conventions/Events

FY21

129

Events

311,087

Room Nights

$179,129,396

EEi Value

Goal

f

Optimize All Sales and Marketing Initiatives

_{*TAMPA BAY}

Convention Sales

Citywide Rebooking

Status

79% of cancelled events planning to return

I

I

Year

2021

2022

2023

■

I

2024

2025

#Events

1

3

3

7

2

Goal

f

Optimize All Sales and Marketing Initiatives

Months

August

April, September, October

January, February, October

March, May, June, August, October

(2),

November

February, December

Total Room

Ni hts

1,171

5.355

8,548

38,056

13,216

I

I

I

I

*TAMPA BAY

Ql

Multicultural Update

National Organization of Blacks in Government -August

2024

$1,731,491 EEi

Church of God in Christ National Convention- RFP RECEIVED - Summer

2025

&

2028

$40,000,000 EEi

Welcomed John Chapman, Imperial Potentate of AEAONMS Shriners to the VTB Annual Meeting.

Discussed placing Tampa on a rotation to host future Imperial Session.

Goal

f

Optimize All Sales and Marketing Initiatives

_{*TAMPA BAY}

VTB Corporate

Media

Placements

Earned Media Value

Q

Corporate Exposure

Ql

Actual

52

Ql

Goal

40

0/oofQl

Goal

130%

YTD

Actual

52

YTD

Goal

40

0/oofYTD

Goal

130%

Destination

Media Value

$4,922,994

$7,250,000

68%

$4,922,994

$7,250,000

68%

Goal #3 / Lead, Advocate and Educate on

Tourism Economic Development

'\f\Sir

*TAMPA BAY

Ql

Events

Visit

Tampa Bay

Hosted:

38

In-Market

Events, Sites

&

FAM's

17 Out-of-Market

Events, Sales Missions,

&

Tradeshows

Goal

f

Optimize All Sales and Marketing Initiatives

_{*TAMPA BAY}

RECOVERY CAMPAIGN PLANNING PARAMETERS

Objective: Drive incremental room nights in Hillsborough County

Timeframe: mid-June 2020 - September 2021

Target Audience: Travel Intenders

Demographics/Psychographics: Active adventurers; culture seekers

Adults with kids in the home; affluent; educated

Couples and 20-somethings; cultured; active

Geography

:

Drive markets east of the Mississippi and Texas

Lower funnel campaigns extend nationally to any geography with intent to travel to Florida

*TAMPA BAY

FY20 CAMPAIGN REPORTING DATA:

June - September 2020

Total Estimated Campaign Revenue:

$12.4 M

for Hillsborough County

40x ROAS

Delivered

39.2M+

Impressions

Top Flight Origins

Newark

New York

Chicago

Philadelphia

Detroit

Top Hotel Origin Markets

Tampa, FL

Orlando, FL

Miami, FL

New York, NY

Atlanta, GA

*TAMPA BAY

▪ ▪

FY21 CAMPAIGN REPORTING DATA:

October 2020-January 11, 2021

Revenue to date:

$14,692,382

Room Nights to Date:

112,811

Searched Room Nights:

958,646

ADR:

$130

Travel Window:

14.8

days first book to search

21.1

days book to arrival

All campaign results are estimated

Top Hotel Origin Markets

Tampa

Orlando

Miami

New York

Chicago

Top Flight Origins

Chicago

Philadelphia

Newark

New York (JFK)

Washington, DC

*TAMPA BAY