Florida s Paradise Coast. Leading the Way to Prosperity

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2 Florida s Paradise Coast Leading the Way to Prosperity

3 Ten Years in Review Measure Average Daily Rate $ $ Overnight Visitors 1,312,987 1,573,000 Direct Expenditures $581.5 M $962.5 M Economic Impact $885.1 M $1,435.1 B Tourist Tax Revenue $8.628 M $ M Source: Research Data, Inc; Collier Tax Collector

4 Excellent Growth in 2012 # Visitors 1,573, % Direct Visitor Expenditures $962,491, % Economic Impact $1,435,074, % Tourist Tax Revenue $15,145, % Annual Hotel Occupancy 68.9% pts or 3.3% Annual Average Rate (ADR) $ $10.3 or 6.6% Tourism Industry Jobs 32, ,700 or 5.6% Visitor Sales & Gas Tax $91,870, % Tax Savings per Household $ % Source: Research Data Services 2013

5 More Visitor Stats Length of Stay 4.6 Days Party Size 2.6 People First Time Visitors 39.7% Average Age 47.7 Household Income $143,441 Recommend Paradise Coast 94.3% Influenced by Collier Message 41.9% ROI (Visitor Spend vs. Ad Spend) $40.79 ($31.22 FY 11) Source: Research Data Services, Inc. 2013

6 International Visitation 2012 UK/Ireland 102, % Germany 99, % France 12, % Switzerland 10, % Scandinavia 8, % Netherlands 7, % Total International Visitation 240, % Direct Visitor Expenditures $197,013, % UK Ireland Room Nights 42, % European Room Nights 30, %

7 Most Popular Activities Beach Activities 74.1% Dining Out 67.2% Relaxing 54.9% Pool 40.5% Shopping 37.7% Sightseeing 25.3% Swimming 23.2% Nature/Everglades 20.7% Source: Research Data Services 2013

8 Monthly Direct Leisure and Hospitality Employment Collier Direct Leisure and Hospitality Employment (Calendar Year)* 28,000 27,000 26,000 25, ,000 23, ,000 21,000 20,000 19,000 18,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24, ,300 25,800 25,900 25,100 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25, ,500 26,300 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector ( ). (In first quarter of 2013, 2011 and 2012 data was revised.)

9 Direct Sales Results 191 RFP s distributed to area group hotels 58 of those RFP s were booked (30%) Resulting Room Nights = 15,765 Room/F&B Revenue = $15,807,161 Economic Impact $36,052,587 Total Group Meeting Impact 342,900 meeting visitors 685,800 Room Nights $198.9 Million Direct Expenditures $295.5 million economic impact $4.9 million in TDT Revenue

10 Public Relations Results

11 Sports Marketing Results Sports Event Impact in Sports Events Attracted or retained 17,589 event visitors; 7,036 participants $5,563,142 total direct visitor spending 9,351 Total event hotel room nights

12 Film & Entertainment PROJECTS WRAPPED: 32 # EXPENDITURES Print 15 $887,000 TV comm. 5 $233,000 TV episode 8 $556,000 Film 2 $ 4,200 Other 2 $ 8,000

13 Q Results

14 $500,000 $400,000 $300,000 $200,000 $100,000 $0 $422,036 $181,867 $172,095 Destination Marketing $$ Spent Jan-13 Feb-13 Mar-13 $200,000,000 $150,000,000 $100,000,000 $50,000,000 $0 $88,346,300 $134,053,000 $175,696,600 Direct Visitor Expenditures Jan-13 Feb-13 Mar-13 $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 $2,396,642 $2,057,493 $1,276,477 Tourist Tax Revenue Jan-13 Feb-13 Mar-13 $ $ $50.00 $0.00 $ Return on Investment Jan-13-March 2013

15 1/1/2013 1/3/2013 1/5/2013 1/7/2013 1/9/2013 1/11/2013 1/13/2013 1/15/2013 1/17/2013 1/19/2013 1/21/2013 1/23/2013 1/25/2013 1/27/2013 1/29/2013 1/31/2013 2/2/2013 2/4/2013 2/6/2013 2/8/2013 2/10/2013 2/12/2013 2/14/2013 2/16/2013 2/18/2013 2/20/2013 2/22/2013 2/24/2013 2/26/2013 2/28/2013 3/2/2013 3/4/2013 3/6/2013 3/8/2013 3/10/2013 3/12/2013 3/14/2013 3/16/2013 3/18/2013 3/20/2013 3/22/2013 3/24/2013 3/26/2013 3/28/2013 3/30/ % 80.00% 60.00% 75.80% 89.60% 93.40% $ $ $ $ $ $ $ % 20.00% $ $ $ % $0.00 Lodging Occupancy Average Daily Lodging Rate Jan-13 Feb-13 Mar-13 Jan-13 Feb-13 Mar Daily/Monthly Unique Website Visitors 43,928 51,671 41,730 4,000 3,500 3,000 2,500 2,000 1,500 1, January Unique Visitors February Unique Visitors March Unique Visitors Unique Visitors

16 Visitor Origins Year-to-Date 2013 (Q1) # of Visitors 2013 D % Florida 137, Southeast 34, Northeast 162, Midwest 120, Canada 18, Europe 67, US Opp Mkts 28, Q , Research Data Services, Inc. 2013

17 Smith Travel Occupancy March 2013 Occupancy (%) Trans % D Grp % D Total Naples MSA 57.3% +12.3% 29.8% -6.6% 87.6% Miami-Hialeah 60.1% +7.1% 25.2% -0.4% 89.1% Florida Keys 83.0% +3.6% 7.8% -11.2% 91.0% Ft. Myers 69.3% +9.3% 13.1% -25.2% 85.9% Sarasota-Bradenton 64.4% -1.7% 22.3% +2.0% 86.9% Clearwater 67.9% +4.1% 19.5% -19.7% 87.4% St. Petersburg 61.7% -1.3% 23.9% -0.8% 86.9% Palm Bch Cty 60.0% +9.4% 23.7% -19.2% 86.5% Ft. Lauderdale 60.5% +2.7% 21.5% +8.8% 88.4% SOURCE: SMITH TRAVEL RESEARCH, INC.

18 Smith Travel ADR March 2013 ADR ($) Trans % D Grp % D Total Naples MSA $ % $ % $ Miami-Hialeah $ % $ % $ Florida Keys $ % $ % $ Ft. Myers $ % $ % $ Sarasota-Bradenton $ % $ % $ Clearwater $ % $ % $ St. Petersburg $ % $ % $ Palm Bch Cty $ % $ % $ Ft. Lauderdale $ % $ % $ SOURCE: SMITH TRAVEL RESEARCH, INC.

19 Smith Travel Occupancy/ADR March 2013 Occupancy ADR RevPAR 2013 % D 2013 % D 2013 % D Naples MSA 87.6% +3.8% $ % $ % Naples Upscale 92.4% +1.5% $ % $ % Miami-Hialeah 89.1% +4.1% $ % $ % Florida Keys 91.0% +2.2% $ % $ % Ft. Myers 85.9% +1.7% $ % $ % Sarasota-Bradenton 86.9% -1.4% $ % $ % Clearwater 87.4% -2.4% $ % $ % St. Petersburg 86.9% -1.1% $ % $ % Palm Beach County 86.5% +1.7% $ % $ % Ft. Lauderdale 88.4% +5.0% $ % $ % SOURCE: SMITH TRAVEL RESEARCH, INC.

20 Winter 2013 Campaign Chicago Outdoor

21 New York Transit

22 escapes Consumer & Meetings Campaign WHERE TO STAY PORT OF THE ISLANDS EVERGLADES ADVENTURE RESORT It s a new year and time for new experiences. Come stay right in the heart of the Everglades and explore its unique ecosystem. Featuring guest quarters, on-site dining, full-service marina and much more. Contact our Wilderness Concierge to help arrange your Everglades tour. RATES FROM $149. LEARN MORE SUNSHINE, FRESH AIR AND THE MOST PRODUCTIVE MEETING EVER. We have just what the doctor ordered for your next medical meeting. Florida s Paradise Coast offers everything to unite and motivate your group, from inspiring team-building adventures to unforgettable experiences on Gulf of Mexico beaches. Also discover top meeting properties for every budget, irresistible incentives and easy access with non-stop flights from 41 destinations. So for a healthy ROI, plan on paradise. The Naples, Marco Island, Everglades Convention and Visitors Bureau will be hosting special events this spring and look forward to meeting you in person in Philadelphia on February 27 and Atlanta on March 7. For details, DebiDeBenedetto@colliergov.net. Reserve your place in paradise HOTELS DEALS VENUES FREE SALES TOOLS FEATURED MEETING AND CONFERENCE HOTELS: DISCOVER AN ISLAND FOR TWO. Forget about having the beach to yourself. Have a whole island to yourself in the famed Ten Thousand Islands. Rekindle romance under breathtaking sunsets. Be pampered shamelessly at world-class resorts. Relax and play on warm, sun-kissed beaches. Whether you re planning a Valentine s Day escape or just a romantic getaway, Florida s Paradise Coast is ready to make you fall in love all over again. Reserve your place in paradise HOTELS ROMANCE VIDEOS PLAN NOW VISIT-WORTH Y EVENTS EVERGLADES SEAFOOD FESTIVAL FEBRUARY 8-10 Taste the sweet life in Everglades City, the Stone Crab Capital of the World for incredible seafood fresh from the Gulf of Mexico, live music, arts, crafts, rides and more. Learn more PGA ACE GROUP CLASSIC TOURNAMENT FEBRUARY HILTON MARCO ISLAND BEACH RESORT AND SPA Treat yourself to the Island Escape Inclusive package from this Four Diamond beach resort. Enjoy a rate of $199 per night for spacious, modern junior suite accommodations; complimentary hot breakfast buffet for two each day ($40 value); unlimited high speed Internet access ($10 value); beach umbrella ($20 value); and daily parking ($10 value). LEARN MORE ABOUT THE ISLAND ESCAPE INCLUSIVE PACKAGE MARCO BEACH OCEAN RESORT Experience the perfect vacation in paradise at this Four Diamond all-suite resort on four miles of gorgeous beach. Elegantly appointed suites feature kitchens and balconies with shimmering Gulf of Mexico views. Enjoy exceptional service, dining, spa and pool within steps and nearby golf, tennis and shopping. RATES START AT $159. LEARN MORE SEE ALL HOTELS AND RESORTS This is the official e-newsletter for the Naples, Marco Island, Everglades Convention & Visitors Bureau. All materials copyright 2013 by Naples, Marco Island, Everglades Convention and Visitors Bureau, 2800 N. Horseshoe Dr., Naples, Florida, All rights reserved. Unsubscribe Privacy Policy Forward to a friend

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25 Southern Living & VISIT FLORIDA Florida s Hidden Treasures Online Magazine December February 2013 Totals to Date: Page Views: 174,130 Collier County Totals to Date: o Page Views: 7,069 o Ad/Video Views: 1,356

26 ParadiseRefined.com Landing Page

27 Spring/Summer 2013 Weather.com

28 Spring/Summer SpotXchange

29 Spring/Summer 2013

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32 Winter Campaign Highlights 2013 Campaign responses made up 45.64% of website traffic, or 21,492 visits. Paradise Refined was the most requested page The open rate for the March Consumer escapes was 2,488 opens (14.73%), a 28.6% increase over February s distribution The click through rate (CTR) for the March Consumer escapes was 14.79%, a 6% increase over February s 12.02% CTR most popular link was the Park Shore Resort The open rate for the March Meeting escapes was 674 opens (17.65%), a 21% increase over January s distribution The click through rate for the March Meeting escapes was 5.49%, well above the industry average CTR of 2.71% 11.3 million page impressions across 1.7 million users on Facebook, and 301,400 impressions on Twitter a 10.4% increase over February on Twitter Increase of 139 fans on Facebook and 188 followers, 716 link clicks, 60 mentions and 30 re-tweets on Twitter this month

33 The Best is Yet to Come! More Visitors = More Jobs More Jobs = Prosperity A Winning Combination

34 Please Join us in the Ballroom Honor this year s Stars of Collier County s Hospitality & Tourism Industry 11 th Annual Paradise Coast Tourism Star Awards Check in and pick up Rally Signs and Buttons Show your enthusiasm for our area s largest private sector industry