The Lee County Visitor & Convention Bureau rolled out its 2011-2012 fiscal year sales and marketing plan and cooperative advertising program for tourism industry partners at the organization's annual Team Tourism Summit this morning at the Hyatt Regency Coconut Point Resort & Spa in Bonita Springs.
It is the first time in 14 years that the organization has developed its annual plan in partnership with a new marketing agency.?
The VCB, along with its new agency MMG Worldwide, unveiled the latest plan, including its co-op program, in a half-day event themed The Power of You, the Future of Lee.?The single business goal, outlined by VCB Deputy Director Woody Peek in presenting the plan, is to increase Lee County bed tax collections by 2.5 percent.?
The VCB has established business objectives to support this goal including:
- Increase overall visitation in paid accommodations by 1.5 percent over FY 2010-2011
- Increase out-of-state domestic visitors in paid accommodations by 1.75 percent
- Increase in-state visitation in paid accommodations by 2.5 percent.
- Maintain international visitation in paid accommodations.
- Maintain length of stay.
- Increase average daily rates (ADR) by 1 percent.
Several strategies were laid out in the morning's meeting to establish how these goals would be accomplished. Strategies include new visitor acquisition, repeat visitor retention, product development and industry support/professional development.?
"It is more important now than ever for our industry to work together to achieve these goals," said Tamara Pigott, VCB executive director. "We are very excited to embark upon a new journey with MMG Worldwide this year and look forward to our destination achieving great success as well as continuing to be a leader in the tourism industry."??
Other highlights throughout the day supported the basic goals and objectives of the marketing plan. Attendees were enlightened by internationally celebrated and respected futurist Watts Wacker who delivered the event's keynote address, "Once Upon the 21st Century."?
Wacker challenged the audience to think, and reminded them of the importance of listening to those who ask questions more so than those who just speak. Wacker, founder and director of FirstMatter LLC, is a lecturer, best-selling author, political commentator and social critic. His uncommon versatility and vision have allowed him to help the world's top corporations and organizations navigate the sea of change that is taking hold in the new millennium. He has been the futurist at SRI International, the legendary Menlo Park think tank, spent 10 years as the resident futurist at the preeminent social research organization, Yankelovich Partners, and has been named to the list of the 50 most influential business thinkers in the world by Financial Times.?
Team Tourism is a year-round informational program consisting of workshops and networking opportunities for industry partners, community leaders, and the VCB team in order to 1) to strengthen teamwork throughout the destination, and 2) to empower travel industry leaders to maximize marketing opportunities available to them. The VCB hosts Team Tourism programs on a variety of topics.?
For more information on the VCB's Team Tourism or cooperative advertising programs, visit www.LeeVCB.com.
SOURCE: Lee County Visitor & Convention Bureau