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Pasco Countymeeting record

DMO-23-0048

Published agenda

Heard once, at the Board of County Commissioners on Feb 21, 2023.

No final outcomeThe minutes show no disposition for any appearance of this case. That is a gap in the record, not a decision.

Official title

Economic Impact and Visitor Tracking Report – Destination Management Organization – To Provide Economic Impact of Tourism and Visitors Profile Information for Findings of the Study Conducted in Fiscal Year 2022 – No Funding Required

Every appearance1 of 1 are in a recording

TranscriptWhat was said at each appearance is below it. Machine transcription, with speaker names inferred from voice matching. 95% of 41 lines carry a name. It shows what was said, not what was decided, and both the words and the names can be wrong.

  1. 1
    Board of County CommissionersR52Regular businessNo disposition in the minutes
    Open this item →
    10m
    Kathryn Starkey

    I read the email but I still want to try and push it through. Okay. We have one R item.

    Unidentified speakerVoice A

    Did

    Diane Cobernic

    we finish the ones?

    Jack MarianoChair

    No, no, we do. Uh we have one R item left, I believe.

    Kathryn Starkey

    R fifty two?

    Ron OakleyVice Chair

    We had one order item left.

    Justin Grant

    Yeah,

    Unidentified speakerVoice B

    Adam two. Adam. Yeah. Economic impact and visitor tracking report.

    Pasco County

    Okay. Thank you, Mr. Chairman. Good afternoon, uh fellow commissioners. Adam Thomas, tourism director, 1938 Ducks Lou Boulevard. Trinity, Florida. Uh before you today is the overlook overview of the fiscal year 2022 economic impact report from tourism. Basically, this is gonna give you a broad look of what the tourism economy is like, the travel economy is like in Pasco County for the previous year. So we start off with the the big numbers, the big picture uh and and the what and

    the what. What is the overall impact to Pasco County. And in general, there's over $916 million of economic impact infused into our local economy through tourism, our tourism efforts. And that's up from 27 percent from fiscal year twenty one. That economic impact is it derives from the direct expenditures from our visitors that come in on an annual basis. And they've spent over $663 million in market. That's

    at restaurants, lodging, retail attractions during their stay here in Pasco County. That's actually up over 24% from fiscal year 2020. Mm-hmm. And we actually grew a little over nine percent this uh this past year um in attracting visitors to Pasco County. A little over one point four million visitors came and enjoyed their time and their stay uh in Pasco County. And those visitors generated over 1.5

    million room nights, and we actually had knights staying in our room nights. Um That was a

    Mike Carballa

    Thanks,

    Pasco County

    I I got

    Mike Carballa

    it.

    Pasco County

    Thank you. That's up a little over seven percent uh for fiscal year twenty twenty one. And here's an outlook of the previous four or sorry five years of the Pasco County economy. And you can see that there's a little blip in 2020 where there was something called a pandemic that kind of hit us globally. But you can see our trending is up. People are noticing us, they're coming here, they're experiencing our product from a visitor perspective, and the market. Is rich

    in terms of tourism. So you can see the overlook of the visitors, the room night generation, direct spend, and the overall economic impact through our visitation to Pasco County.

    Lodging metrics, even though we did not grow as much in occupancy, we're only up a percent and a half. That is largely due to our product, our inventory, our new hotels coming online. Uh but our it our ADR, which is the average daily rate, is up because inflation is up across the board. And that's actually driving our revenue poor available room, which is over 30 percent growth from 2021.

    Jack MarianoChair

    Hey Adam, on on that slide. Yes sir. Um talking to some hoteliers, they tell me down the Wesley Chapel of the fifty four corridor, their occupancy is like between ninety two and ninety nine percent? Yes sir. Think about that folks. If the hotels are there, they're filling them up.

    Pasco County

    They're filling up, yes sir. And we act we actually have new hotel products coming online in 2023 and future development in 2024 and 2025 as well.

    Jack MarianoChair

    And and I will tell you, Adam makes a joke about the Hudson area about how low we are with room nights, but the Spring Hills uh suites just opened up.

    Pasco County

    Yes, sir, they did. Was it uh it's uh it's Springwood Suites. Springwood Suites just opened up. Yes, ma'am. Yes. But yeah, they just opened up so the numbers should be skyrocketing.

    So What does this mean? What does the overall economy mean to to Pasco County? Well Um it means jobs. Tourism sports over eleven thousand jobs. In Pasco County. And generates over $288 million in salary and wages for local residents in Pasco County. Um and we know that every Hundred and thirty visitors we bring into Pasco County, well that creates a job. We're putting people to work. Out

    of tractions.

    Hotels, lodging. Uh tour operators, we are uh a job generator. So All those numbers, what does it mean for someone that does not work in our industry? Well, the impact of tourism goes beyond it goes beyond jobs. Visitors pay sales tax and supports property taxes of hotels and vacation rentals, resulting in an average household income savings of over $384 per household. So say this in another way. The 384 figure

    represents how much the average household would have to pick up or contribute in taxes to maintain the level of service. they currently receive from Torres' spending if s if the spending was actually zero.

    So the yield of return on investment for us on the marketing front is that every dollar we invest in our marketing efforts brings $106 back into the local spending, into the local market. So that's the return on our marketing initiatives. for um the Pasco County economy. for tourism. I'm gonna stop there if there if there are any questions. If not, I'm gonna briefly run through the demographics of of who our visitors are, where they where they come from, and how long they're staying. Okay. No

    sir? Okay. So the top reasons for visiting Pasco County, well Uh our visitors are actually visiting friends and family, 29% of them, 25% are are uh attending one of our sporting events that we host here, and 16% are just coming in for a vacation. The mode of transportation, 90% are driving, and the 10% that are flying are using the Tampa International Airport. the awareness of advertising. A little over tw twenty-one percent of uh visitors actually have noticed uh advertising efforts

    from Florida Sports Coast and and 75 percent Uh those advertisers advertisements that were placed have influenced the decision making of visitors to Pasco County. Our top sources, billboards that would be digital or uh the the dill uh billboard displays that you see on the highway, thirty-three at three. Three percent. 32% uh are noticing us on social media, so our social media marketing is working, and then a little over 18% are noticing

    us from our online uh placements. So the traveler journey, so where are they coming from, right? And that's another big question. Big regions for Florida Sports Coast is we are primarily an in-state drive market. So fit a little over 51% of our visitors are coming from Florida. eighteen percent were coming from the southeast. Thirteen percent are coming from the northeast and then fourteen percent is coming from the Midwest and the rest makes up the west. Uh the bottom uh two percent uh of visitors are coming

    from outside the US. That is the area of opportunity of growth for us is in the international market in which you heard today with our friends from Belize. We've We anticipate that to grow once we start hitting the Central European markets, the South American markets, and the Central American markets. States of origin, Florida, as I said, is a primary state for us for travel. New York, Georgia, Illinois, Michigan, North Carolina, Ohio, and Pennsylvania

    round up the top ten. All travel parties, a little over two and a half percent, or I'm sorry, two and a half people come um in a particular party. And 38% of visitors travel with at least one person under the age of 20. Nearly 25% of visitors uh visits to Florida Sports Coast were the first time, and over thirty percent uh were first-time attendees to Florida Sports Coast. The trip experience,

    this is uh this goes back to our strategic plan for the county. We asked the visitors the length of stay. Over a little over four nights staying in our market, 25% are staying in hotels and motels, 17% are staying with friends and family. And forty-four people or forty-four percent of them are just coming in for the day and and and leaving.

    Top visitor activities, casual dining, food drives our decision making. 54% visit friends and family, 54% shopping, and then uh uh 51% are actually experiencing our natural uh resources.

    So post-trip evaluation, we asked them a 1 out of 10, right? Instead of 1 out of 10, visitors gave Florida Sports Coast a 8.5% of 8.5 as a place to visit for vacation. And 92% of the visitors will be returning to Florida Sports Coast.

    In a nutshell, that's uh that's what the visitor economy outlook looks like for the fiscal year 2022.

    Jack MarianoChair

    Okay. Any questions

    Pasco County

    for Adam?

    Jack MarianoChair

    Great job. Thank you, sir. Adam, you've been a burst of energy since you've come to Pasco County. The numbers look better and better, and uh appreciate all your leadership and all the great things you're doing. Thank

    Pasco County

    you very much.

    Jack MarianoChair

    Thank you. Thank you.