Marketing Outlook 2017 Sarasota County: Maintaining A Forward Thinking Brand
Tourism Matters to Sarasota County One out of every five people working in Sarasota County has a job supported by tourism. $2,827,895,700 Economic Impact
New Hotel Product City of Sarasota • Current Room Inventory: 2,000 Rooms • Future Growth: 1,000 Additional Rooms – Westin 2017 – Embassy Suites 2017 – Hotel Sarasota 2017 – Hampton 2018 – Aloft opened 2016
Just Try To Keep Up 2016 2017 ■ ■ Constant Connectivity Instant Gratification ■ ■ Hyper-Personalization Localization ■ ■ Video Continues to Climb Drones ■ ■ Clickbait! Clickbait! Clickbait! Virtual Reality
What Instant Gratification Means T o… Baby Boomers I’ve worked hard; I deserve comfort I’m paying for good service Gen X I’ve saved hard; I want to splurge I’ll spend on memorable moments Millennials I’ve earned this; now I will spend it I’ll only pay if it’s ‘worth’ it Everything is available in my hand
Localization (Desire To Travel Like A Local) ■ 82% more interested in making memories than making money 9% ■ 88% find investing time in life experiences more rewarding than investing in material possessions ■ 91% would rather focus on meaningful life experiences over work ■ 34 % of travel agents believe their customers are “specifically looking to immerse themselves in the destinations they visit 91% and to travel like a local.” ■ Travelers are nine times more likely to want an interesting rather than a pampered experience American Express Travel Consumer Survey
Drones ■ Estimated 600,000 drones are currently being flown in the US ■ Pilots who fly drones that weigh more than 250 grams (1/2 pound) need to register with the FAA ■ Regulations exist on commercial use of drones
Virtual Reality ■ Oculus Rift released on March 28, 2016 (units sold out immediately at $599) ■ No prediction of how many units (Oculus, PlayStation, Samsung, Gear VR) will sell in 2017 – some predict 30-33 million units ■ Marketing organizations are getting creative...
Social Marketing Trends • Dark Social Tracking • Chatboxes Shapes Customer Service • “ Millennoids ” Find Their Voice • Smaller is Smarter
Dramatic Shifts
What is Research Telling us? • Online booking on the rise for restaurant, tours and activities. • “ Authentic Vacations”: America’s National Parks Popular • “ Bleisure Travel” on Rise • History Driven Trips: Disney’s in the game! Source: Downs & St. Germain Research
What is Research Telling Florida? • Zika Virus affecting 10% of those planned to travel to FL. Of that, 25% went elsewhere, 60% postponed, 15% asked medical professional for opinion. • Fewer Canadians and Brazilians coming to South Florida • Luxury Tourism on Rise • Length of stay is slowly decreasing Source: Downs & St. Germain Research
What is Research Telling Sarasota County? • Tourists are spending more money during their stay while OCC is remaining the same. • Biggest growth in visitor origin: Northeast U.S., especially NY and BOS and Southeast U.S. • Visitors from Southeast U.S. more likely to travel with children. • International Visitation down. Source: Downs & St. Germain Research
Research: Travelers Changes in Decision-Making • The Need for Safety & Security Has Increased • Exposure to Information • Loyalty Programs • Real Recommendations Source: Downs & St. Germain Research
Brand Advertising
Research, Testing and Delivery September 14: Focus Group in NYC 1. September 17: Focus Group in Sarasota County (w/ industry and residents) 2. September 28: Focus Group in Chicago 3. October 14: Presentation & Focus Group with VSC Marketing Council 4. October 15: Presentation & Focus Group with VSC Board 5. October 28: Emotional Mapping Study Completed 6. November 10: Presentation & Focus Group with Sport Marketing Committee 7. November 16 Online consumer survey - Midwest and Northeast regions 8. December 8: Focus Group in DC 9. December 11: VSC Staff Focus Group 10. January 20: Presentation & Focus Group with VSC Marketing Council and Vendors 11. January 22: County Administrator Brand Presentation 12. April 4: International Focus Group in Toronto 13. April 20: Presentation & Focus Group with VSC Marketing Council and Vendors 14. April 27: Online Testing 15. May 19: Board of Directors Presentation 16. June 15: County Administrator Presentation for Naming Approval 17. September 27: Focus Group in NYC – Competitive testing and validation of branded assets 18.
Emotional Mapping Tested 72 attributes Compared 9 competitive destinations
Emotional Mapping Refined the list of 72 attributes into a list of 10 value-based words
Tested Positions o Sides of Sarasota Sarasota Now o Performances Daily o Tested “Sides of Sarasota” The “ Ahhhhh ” Side o The “Wandering” Side o The “ Mmmm ” Side o The “Expressive” Side o
The “ Ahhhhh ” Side. Pristine white sand, soft as a pillow, invites you to set up your chairs and umbrella. This is your spot. Your little moment away from the world. Gentle emerald Gulf waters lap the shoreline. Warm sunshine wraps you like a mother’s hug. But, look there. Water. Cool. Inviting. Calling, “Come. Play.” Now, the toughest decision of the day. Sit in your chair, book in - hand and let the day roll by without a care. Or, run, splash, and connect back to your inner child. Either way, it doesn’t matter. Plenty of time to do both.
Brand Objectives Connect visitors to Sarasota County on an emotional level o o Promote regional ownership of Sarasota County attributes Promote Sarasota County as a collection of experiences o Integrate Sarasota County’s arts culture as more approachable o
Brand Benefit On the beach or exploring the vast collection of Sarasota County experiences visitors are more relaxed taking each day as it comes free from expectations or sense of having to fit in.
Brand Positioning Statement Sarasota County puts visitors at-ease so they can be themselves.
Competitive Landscape in Florida
Competitive Landscape in Florida
Visitor Information Vehicle
Questions? Erin Duggan, CDME Vice President Eduggan@VisitSarasota.org
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