LEISURE TRAVEL DEPARTMENT 20132014 SALES PLAN Prepared by: Lorrie Allen, Director of Leisure Sales CONSUMER TRAVEL GOAL: Participate in highly targeted, regional consumer travel shows that attract specific audience segments with interests that parallel Tallahassee s strengths and amenities. Target more than 75,000 leisure consumers with travel preferences for arts, historic, heritage and culture, nature based activity, sports, auto and motorcycle clubs and family vacationers. Targeted audiences at consumer tradeshows will include: Mature traveler over 55 Lesbian, Gay, BiSexual, Transgender (LGBT) Adults age 2554, traveling with children DINK families (double income no kids) Family reunion coordinators Active and retired military personnel Automobile and motorcycle clubs, primarily in the Southeast Participate in a variety of regional consumer shows that target a diverse crosssection of potential audiences. Southern Women Show s in Orlando & Jacksonville average attendance of 15,000 adults during a threeday ticketed event. LGBT Travel Expo in Ft. Lauderdale average attendance of 5,000 consumers during the twoday event. AARP Life @ 50 in Atlanta average attendance of 10,000 travelers 50 years and older during the threeday ticketed event. Military Travel Expos at six military bases in Florida and Georgia Tindal, Hurlbert, Eglin, Pensacola, Whiting Field, Marine Corps Base, Robbins and Moody AFB with an average attendance of 500 active and retired military personnel per show. 1
Evaluate consumer shows based on the following criteria. Attendance, Receptivity of message/destination, Inquiries/leads for group travel Partner participation Number of visitor guides and brochures distributed. DOMESTIC TRAVEL TRADE GOAL: Increase exposure to more than 10,000 key tour operators, retail travel agents, AAA tour advisors and wholesale agents, focusing heavily on Florida and the Southeastern United States. These tradeshows include those offered by professional organizations and associations who have prequalified buyers. National Tour Association American Bus Association Florida Huddle Student Youth Travel Association Florida and Georgia Motorcoach Association South Central Motorcoach Association (LA, AL, TX) Develop four Visit Tallahassee sales missions highlighting destination information and seasonal promotions. These missions will include presentations in top producing geographic markets. Communicate quarterly to agents, advisors, wholesalers and operator s our travel industry partners through email newsletters highlighting Tallahassee industry updates, major events, special incentives and discounts offered by hotels and attractions, new hotels and dining venues. Continue strong alliances and partnerships with established tour operators, wholesalers, and travel agents. Use regional resources such as Wakulla Springs, Monticello Opera House, Gulf Specimen Marine Lab, Florida Caverns State Park, St. Mark s Wildlife Refuge, Wild Adventures theme park, Little Havana and Thomasville historic districts to expand itineraries and extend overnight visitation using Tallahassee as a hub. 2
Promote Tallahassee home football weekend events to tour operators via eblasts, and in sales presentations. AAA offices throughout Florida Motorcoach Operators in Florida, Georgia and Alabama Group tour operators including alumni and boosters associations from universities visiting Florida State University and Florida A&M University. Motorcoach operators attending American Bus Association and National Tour Association conferences. Evaluate domestic travel/trade shows and sales activities based on the following criteria. Attendance and number of appointments with operators, Leads generated and distributed to local industry Request for additional information to be provided after conference, Room nights and economic impact generated; Potential for future bookings. Partner participation. INTERNATIONAL INBOUND STUDENT GROUPS GOAL: Increase the number of tour operators bringing international student groups to Tallahassee by 25%. Attend National Tour Association, Student Youth Travel Association, Florida Huddle Appointment Show and American Bus Association conferences to continue efforts to expand the number of travel companies who sell multicity tours to UK, Asian and German student youth groups. Maintain strong relationships by providing exceptional customer service with international companies such as Contiki, Globus and American Ring Travel who produced over 2,500 room nights in Tallahassee in 201213 and showcase Tallahassee in their preformed catalogs. 3
COOPERATIVE PROGRAMS GOAL: Offer Tallahassee tourism partners avenues for promoting their property, attraction and/or travel industry related product or service. Offer affordable opportunities at 20 travel trade and consumer shows in which local tourism partners can participate with Visit Tallahassee through booth share and promotional literature distribution coops. Most sales coop opportunities have a brochure distribution component for partners that are unable to attend tradeshows or missions. Two Southern Women s shows Three active senior consumer travel shows One student youth travel conference Two motor coach conferences Three tour/operator appointment marketplace shows Six military base travel shows One LGBT travel show One receptive agent conference One travel and adventure show Develop, promote and conduct exclusive Visit Tallahassee AAA, tour operator and travel agent sales missions in key domestic markets with coop opportunities for local industry partners. Four AAA/tour operator/travel agent sales blitz in cities St. Petersburg/Clearwater, Jacksonville, West Palm Beach and Fort Lauderdale 4
FY2014 Budget Summary Leisure Travel Department FY 20122013 FY 20132014 Other Contractual Services $ Other Contractual Services $ Travel & Per Diem Postage 14,150 Travel & Per Diem Postage 14,150 Rental & Leases Printing & Binding Rental & Leases Printing & Binding Promotional Activities TDC Merchandise Promotional Activities TDC Merchandise TDC Direct Sales & Promotions 13,050 TDC Direct Sales & Promotions 13,050 TDC Community Relations 200 TDC Community Relations 200 Other Current Charges Other Current Charges Uniforms Uniforms Publications, Memberships 3,500 Publications, Memberships 3,500 Training Sponsorships & Contributions 100 1,200 Training Sponsorships & Contributions 100 1,200 Subtotal Operating $32,200 Subtotal Operating $32,200 Industry Participation 5,000 Industry Participation 5,000 Total Budget $27,200.00 Total Budget $27,200.00 5
FY201314 Travel & Show Budget Leisure Sales Target Show Travel Industry Net Month Event Date(s) Location Market Cost Cost Participation Cost October AARP Life @50 10/35/2013 Atlanta Senior 900 500 500 900 October Southern Women's Show 10/1013/2013 Orlando Consumer 1,000 500 500 October Southern Women's Show 10/1720/2013 Jacksonville Consumer 1,000 800 500 1,300 November Senior Friendly Extravaganza 11/27/2013 Tampa Senior 300 400 300 400 January Florida Huddle TBD 2014 West Palm Beach Tour Operators 2,200 1,000 100 3,100 January American Bus Association 1/1115/2014 Nashville Tour Operators 1,200 1,000 2,200 February LGBT Travel Expo 2/810/2014 Fort Lauderdale Consumer 750 900 300 1,350 February National Tour Association 2/1620/2014 Los Angeles Tour Operators 1,200 1,100 2,300 March Military Base Travel Expo 3/2024/2014 Northwest Florida Consumer 750 750 300 1,200 March Military Base Travel Expo 3/1314/2014 Albany, GA Consumer 300 400 200 500 April Destination Road Show 4/24/2014 Key Largo Auto Clubs 500 700 300 900 May The Villages Spring Travel Show 5/20/2014 Villages Senior 500 300 200 600 July Alabama/Georgia Motorcoach Association TBD 2014 TBD Tour Operators 800 700 200 1,300 July Florida Motorcoach/SCMA TBD 2014 TBD Tour Operators 750 700 200 1,250 August Student Youth Travel Association 8/2126/2014 Toronto Tour Operators 1,000 1,200 2,200 November Leisure Sales Mission 11/610/2013 Clearwater AAA/Travel Agent 300 800 300 800 April Leisure Sales Mission 12/26/2013 West Palm Beach AAA/Travel Agent 200 600 300 500 June Leisure Sales Mission 6/14/2014 Jacksonville AAA/Travel Agent 200 500 300 400 September Leisure Sales Mission 9/59/2014 Pensacola AAA/Travel Agent 200 800 200 800 Total 13,050 14,150 4,700 22,500 6