A Record Setting 2006

Tourism Continues as Collier County’s Largest Private Sector Industry

Tourism Continues as Collier County’s Largest Private Sector Industry

The Value of Tourism

• Visitors Spending in our 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

• Some Visitors Eventually Become Residents

• Visitors Spending in our 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

• Some Visitors Eventually Become Residents

2006 Tourism ReportAnother Record Year2006 Tourism ReportAnother Record Year

• 1,401,711 Visitors EVEN• $744,349,458 Direct Visitor Expenditures +4.3%• $1,109,825,041 Visitor Economic Impact +4.3%• $13,836,171 Tourist Tax Revenue +3.8%• 30,500 Tourism Industry Jobs (p) +2.3%• $897,093,400 Tourism Industry Wages (p) +5.2%

• 1,401,711 Visitors EVEN• $744,349,458 Direct Visitor Expenditures +4.3%• $1,109,825,041 Visitor Economic Impact +4.3%• $13,836,171 Tourist Tax Revenue +3.8%• 30,500 Tourism Industry Jobs (p) +2.3%• $897,093,400 Tourism Industry Wages (p) +5.2%

Visitor Contributions

• $73,952,456 Sales & Gas Tax Revenue +3.5%

• $547 Tax Savings Per Collier HouseholdEven

• 68.4 % Hotel Occupancy + .6%• $155.80 Average Daily Hotel Rate

+6.1%

• $73,952,456 Sales & Gas Tax Revenue +3.5%

• $547 Tax Savings Per Collier HouseholdEven

• 68.4 % Hotel Occupancy + .6%• $155.80 Average Daily Hotel Rate

+6.1%

Florida Florida 560,796560,796 +6.3+6.3

SoutheastSoutheast 109,742109,742 -1.3-1.3

NortheastNortheast 239,809239,809 -7.2-7.2

MidwestMidwest 245,370245,370 -5.7-5.7

CanadaCanada 33,47633,476 -2.4-2.4

EuropeEurope 138,859138,859 -11.2-11.2

OtherOther 73,65973,659 +8.4+8.4

TotalTotal 1,401,7111,401,711 EvenEven

%%20062006 05-0605-06

Visitor Origins 2006 Visitors

Purpose of Trip (%)2005 - 2006 Visitors

FirstFirstQuarterQuarter

SecondSecond QuarterQuarter

ThirdThird QuarterQuarter

FourthFourth QuarterQuarter

‘‘0505 ‘‘0606 ‘‘0505 ‘‘0606 ‘‘0505 ‘‘0606 ‘‘0505 ‘‘0606

LeisureLeisure 71.771.7 70.370.3 70.470.4 68.368.3 69.769.7 67.167.1 65.965.9 66.966.9

BusinessBusiness 18.518.5 18.718.7 20.520.5 21.621.6 23.723.7 24.124.1 25.125.1 23.323.3

MeetingsMeetings 9.89.8 11.011.0 9.19.1 10.110.1 6.66.6 8.88.8 9.09.0 9.89.8

Favorite Visitor Activities

• Shopping

• Dining

• Relaxation

• Beach

• Pool

• Golf

• Shopping

• Dining

• Relaxation

• Beach

• Pool

• Golf

First Quarter 2007

More Good NewsMore Good News

Occupancy First Quarter 2007 (January - March)

70.3% 71.7%

86.5% 87.6% 87.0% 86.3%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Jan Feb Mar

2006 2007

Average Daily RateFirst Quarter 2007 (January - March)

$170.0 $174.7

$222.4$242.9 $248.5

$276.6

$0.0

$50.0

$100.0

$150.0

$200.0

$250.0

$300.0

$350.0

Jan Feb Mar

2006 2007

Number of Visitors 2007 Estimates

# of Visitors# of Visitors

20062006 487,365 487,365

20072007 487,180487,180

% Change% Change 0.0%0.0%

Visitor Expenditures Q 1 2007

Expenditures ($)Expenditures ($)

20062006 $274,617,575 $274,617,575

20072007 $296,431,415$296,431,415

% Change% Change +7.9%+7.9%

Impacts of TourismQ 1 07 Direct & Induced

Total Economic Impact ($)Total Economic Impact ($)

20062006 $409,454,804 $409,454,804

20072007 $441,979,240$441,979,240

ChangeChange +$7.9+$7.9

Visitor Origins

FirstFirstQuarter Quarter

20062006 20072007

FloridaFlorida 26.1%26.1% 24.3%24.3%

SoutheastSoutheast 8.38.3 7.87.8

NortheastNortheast 26.226.2 26.626.6

MidwestMidwest 23.623.6 24.824.8

CanadaCanada 3.03.0 3.33.3

EuropeEurope 8.28.2 8.58.5

US Opp MktsUS Opp Mkts 4.64.6 4.74.7

Purpose of Trip2007 Visitors

FirstFirstQuarterQuarter

20062006 20072007

LeisureLeisure 70.3%70.3% 65.9%65.9%

Business/MeetingsBusiness/Meetings 29.729.7 34.134.1

State of Florida Tourism Impacts

• Total Visitors 84.6 Million• Tourism Industry Jobs 983,800• Tourism Wages $16.3 Billion• Visitor Spending $53.9 Billion• Sales Tax Revenue $3.2 Billion

• Total Visitors 84.6 Million• Tourism Industry Jobs 983,800• Tourism Wages $16.3 Billion• Visitor Spending $53.9 Billion• Sales Tax Revenue $3.2 Billion

Visitor Industry in Collier 2002 vs. 2006

• Total Visitors + 300,000

• Visitor Expenditures + $167 Million

• Visitor Economic Impact + $294 Million

• Tourism Industry Jobs + 4,600

• Total Visitors + 300,000

• Visitor Expenditures + $167 Million

• Visitor Economic Impact + $294 Million

• Tourism Industry Jobs + 4,600

Beaches & Inlets

• Beach Renourishment & Dune Restoration

– Naples, Marco Island, County $ 23.5 Million

– Dune Vegetation Planting $ 800,000

– Award from ASBPA

• Inlet Management

– Clam Pass $ 450,000

– Wiggins Pass $ 120,000

– Caxambas Pass/S. Marco Beach $1,900,000

• Beach Renourishment & Dune Restoration

– Naples, Marco Island, County $ 23.5 Million

– Dune Vegetation Planting $ 800,000

– Award from ASBPA

• Inlet Management

– Clam Pass $ 450,000

– Wiggins Pass $ 120,000

– Caxambas Pass/S. Marco Beach $1,900,000

Sales Efforts2006 vs. 2005

• # Trade Shows Attended 22 Even• # RFP’s Distributed 154 +60– Definite Bookings 42 +8– Room Nights 12,817

+9,422• Room Sales $2,044,480 + $1.5

M

• # Trade Shows Attended 22 Even• # RFP’s Distributed 154 +60– Definite Bookings 42 +8– Room Nights 12,817

+9,422• Room Sales $2,044,480 + $1.5

M

Public Relations Efforts

• PR Space vs. Ad Equivalency $ 20 Million• Journalist Inquiries 515 • Journalist Visits 80• Major Media Missions 5• Prominent publicity in The New York Times,

Conde Nast Traveler & Men’s Journal along with thousands of articles in newspapers & trade magazines

• PR Space vs. Ad Equivalency $ 20 Million• Journalist Inquiries 515 • Journalist Visits 80• Major Media Missions 5• Prominent publicity in The New York Times,

Conde Nast Traveler & Men’s Journal along with thousands of articles in newspapers & trade magazines

Film Commission

• 114 Total Projects Wrapped– 30 Print – 24 Television Commercials– 11 Segments/Series– 16 Documentary/Educational

• 114 Total Projects Wrapped– 30 Print – 24 Television Commercials– 11 Segments/Series– 16 Documentary/Educational

Sports Marketing

• Ralph Pryor, Sports Coordinator• N. Collier Regional Park Opened 11/4/06– Senior Softball Winter Nationals– Launched Collier Sports Council

and Other Area Facilities

- FGCU Intern

• Ralph Pryor, Sports Coordinator• N. Collier Regional Park Opened 11/4/06– Senior Softball Winter Nationals– Launched Collier Sports Council

and Other Area Facilities

- FGCU Intern

Visitor Guide & Web Site Statistics

• Total User Sessions 622,265 +97.50%

• Total Page Views 3,369,899+53.33%

• Visitor Guides Distributed 120,073 +21%

• Passport to Paradise (4 Lang.) 60,000 New

• Total User Sessions 622,265 +97.50%

• Total Page Views 3,369,899+53.33%

• Visitor Guides Distributed 120,073 +21%

• Passport to Paradise (4 Lang.) 60,000 New

Southwest FL International

• 7,643,217 Passengers• New Service

– Air Canada (Toronto)– Air Tran (KC)– LTU (3-Dusseldorf/2-Munich– Frontier (Denver Daily)– Midwest Air (KC Year-round)– West Jet (Toronto non-stop)

• 7,643,217 Passengers• New Service

– Air Canada (Toronto)– Air Tran (KC)– LTU (3-Dusseldorf/2-Munich– Frontier (Denver Daily)– Midwest Air (KC Year-round)– West Jet (Toronto non-stop)

• Top Feeder Markets– New York 902,000– Chicago

648,100– Boston 484,600– Detroit 412,500– Minneapolis 302,100– Philadelphia 260,700– Cleveland 202,100– Indianapolis 195,700– Atlanta 175,700

• Top Feeder Markets– New York 902,000– Chicago

648,100– Boston 484,600– Detroit 412,500– Minneapolis 302,100– Philadelphia 260,700– Cleveland 202,100– Indianapolis 195,700– Atlanta 175,700

International Representation

• Europe- Luxury Resorts Marketing

– Natasa Manic, Juliana Moehl

• UK, Ireland, Scandinavia- OMMAC, Ltd

– Oonagh McCullagh

• Europe- Luxury Resorts Marketing

– Natasa Manic, Juliana Moehl

• UK, Ireland, Scandinavia- OMMAC, Ltd

– Oonagh McCullagh

Awards

• HSMAI - 1 Advertising Award 06

• HSMAI – 2 PR Awards 05, 3 PR Awards 06

• Telly Award

• 07 – ASBPA Top Restored Beaches Award – one of seven in the nation and the only one in Florida

• HSMAI - 1 Advertising Award 06

• HSMAI – 2 PR Awards 05, 3 PR Awards 06

• Telly Award

• 07 – ASBPA Top Restored Beaches Award – one of seven in the nation and the only one in Florida

CVB Marketing Partners

• Paradise Advertising & Marketing, Inc.

• The Klages Group Research

• Phase V

• Smith Travel Research

• VISIT FLORIDA

• Southwest FL International Airport (RSW)

• Chambers of Commerce - Visitor Centers

• Paradise Advertising & Marketing, Inc.

• The Klages Group Research

• Phase V

• Smith Travel Research

• VISIT FLORIDA

• Southwest FL International Airport (RSW)

• Chambers of Commerce - Visitor Centers

CVB STAFFCVB STAFF

• Debi DeBenedetto, Sales & Marketing

• JoNell Modys, PR & Communications

• Maggie McCarty, Film Commissioner

• Kelly Green, Administrative Asst.

• Niccole Haschak, Sales Assistant

• Angela Bryant, PR Assistant

• Ralph Pryor, Sports Coordinator

• Jack Wert, Executive Director

• Debi DeBenedetto, Sales & Marketing

• JoNell Modys, PR & Communications

• Maggie McCarty, Film Commissioner

• Kelly Green, Administrative Asst.

• Niccole Haschak, Sales Assistant

• Angela Bryant, PR Assistant

• Ralph Pryor, Sports Coordinator

• Jack Wert, Executive Director