Mar 2, 2007

FOR IMMEDIATE RELEASE                                                           

CONTACTS:  Nancy Hamilton, Lee Rose, Jessica Grace (239)338-3500

Convention Sales Represent Substantial Economic Impact in Lee County 

LEE COUNTY, FL (MARCH 2, 2007) What does the convention sales market mean to The Beaches of Fort Myers & Sanibel and why is an increased Visit Florida budget important to the area?

In short, meetings represent a great economic impact to this destination.  The VCB uses the following Destination Marketing Association International (DMAI) figures to calculate the economic impact of bringing a meeting to Lee County: 

• Delegates spend on average $945 per event or $266 per day. The average length of stay is 3.6 nights. The average for delegate spending increased 36 percent from 1998 to 2004, while average length of stay increased 15 percent.
• Lodging costs account for 77 percent of delegate spending, and food and   beverage accounts for 29 percent.
• Direct spending contributed to the local economy per exhibiting company: $6,753. Per event organization: $454,673.
• Per delegate spending by association or event organization: $96 per event or $22 per day. Food and beverage remains the largest share of event organizer expenditures.  

In 2006, 78,800 visitors to the Lee County attended meetings and conventions.  More than 315,200 room nights were generated and the area saw $87,357,700 in direct expenditures.  This resulted in $146,734,729 in economic impact. 

When selecting locations, meeting planners consider locations that will attract the maximum number of attendees.  White sandy beaches, access to the Gulf of Mexico, year-round golf, unique outdoor venues for events, water activities and state-of-the-art function space are all draws to The Beaches of Fort Myers & Sanibel.                                                                                                    

But competition is fierce.  Weather is an issue.   Quality of beaches.  Rate flexibility.  Airfares.  These are all areas of concern.  Competition from the marketing efforts of well-funded top U.S destinations is an ongoing threat. 

Out of state competition and their advantages

Arizona/southern California and other similar destinations in terms of climate are competition for the destination as are Caribbean/Mexican resorts, Georgia/Carolina coast.  Advantages:  Value.  More flexible rates.   Affordable and more accessible airlift. Low humidity.   No hurricanes.  Higher concentration of golf and spa resorts. 

What has been done to attract visitors within this market?

The Lee County Visitor and Convention Bureau focuses on five key areas to attract meetings and groups to the greater Fort Myers area:

• Convention Sales – attending trade shows, educational meetings, sponsorships, organizing familiarizations.
• Market Research – usage of qualified sales referrals and leads to identify planners for immediate solicitation.
• Partner Marketing – collaborative working relationships with industry partners to promote the destination and its amenities to meeting professionals.
• Advertising – an aggressive campaign to build awareness of the destination including sales collateral, promotional materials, direct mail and advertising in trade publications.
• Public Relations –  an awareness campaign that includes monthly releases, e-mail bulletins, media kits and special events aimed at meeting professional trade publications.

According to Darin Henry, associate director of sales, Hyatt Regency Coconut Point Resort & Spa in Estero/Bonita Springs, familiarization trips, mailings, e-mail blast, advertising and newsletters are all utilized as part of the resort's marketing plan.

Highlighting competitive advantages such as distinct historical sites, beautiful year-round weather, as well as passport free tropical islands, is part of the strategy for Jacqueline Lynch, director of group sales, South Seas Island Resort on Captiva/Sundial Beach & Golf Resort on Sanibel.

At Sanibel Harbour Resort & Spa in Fort Myers, Paul Dugan, associate director of sales, says the resort assigns sales staff to different geographic regions and they conduct sales calls to those areas. Mailings, tradeshows and advertising in trade magazines are part of the plan. The resort also utilizes representative companies across the country to help reach decision-makers.   

What is the value of increasing Visit Florida's marketing programs and of making them more affordable?

Industry partners say they would welcome more programs and making them more affordable.  It would enable properties to attend more Visit Florida programs and use more allocated dollars for other marketing efforts to attract additional meetings.  Overall, an increase in programs would allow Visit Florida to offer increased ways of getting the entire state in front of more decision-makers with an opportunity to explain the advantages of selecting the state/region for a meeting destination. 

What is the value or return on investment of these marketing efforts?

Depending on the allocation of additional funding and the amount, increased awareness of the destination will lead to future bookings.  According to the local industry, the potential is unlimited!  Once a meeting is booked, there is a good chance that the group will return.  They may try other resorts in the area.  Or bring their families back for a vacation. Either way, they bring revenue to the area.

An increase in the Visit Florida budget is necessary if the industry is going to attract new meeting planners to the state and if it is going to maintain relationships with those who bring repeat business to the destination.  The months of July through September continue to be problematic for meeting planners.  Destinations with much larger state budgets are able to appeal to meeting planners to consider destinations that are not threatened by weather issues.  Through an increased budget, Visit Florida will be able to work with its partners to tackle this important issue.

Printable Version