Visit Sarasota County AnalysisUniversity of South Florida-Manatee

Anthony Henson

Molly Moore

Sharon Litchfield

History of Sarasota County• Zara Zote (1700’s)-blue waters’s, Maritime maps • Myth about Fernando DeSoto’s daughter, Sara• Native Americans first, then Spainards came and named region Florida• 1819-sale to US as a Territory, then 1845 to become a state• Scots most successful settlers. Built 1st golf course in 1886 and helped

establish Sarasota as a community in 1902. • US Postal Service dictated the change into one

word, “Sarasota”

History of Sarasota County

• First governed by Hillsborough, then Manatee, then finally 1921 became its own county with commissioners and manager

• 58,000 residents/379,000 county according to 2010 US Census.

• John Ringling, “summer vacation spot”, rich and famous• Tourism and hospitality Industry was born…

Visit Sarasota County-VSC

• Division of Sarasota County and the official and primary provider of visitor information

• Established to promote SRQ as a destination, responsible for H & T• They welcome 100,000 visitors/newcomers to the area each year• Funded primarily with the 5% bed tax along with $400,000 in

private dollars contributed by the tourism industry• $3.4 million marketing campaign for the county• Goal by 2020 is to reach $10 million in funds. • 2012-developed a strategic plan to maintain a competitive

advantage • 2020 Sarasota Tourism Strategy was developed

VSC-Vision, Mission and Goals

• SCSC-Sarasota County Sports Commission, division, mission statement• They support more than 50 sporting events per year through promotions• Contributing to the growth of Benderson Park, slated to be North

America’s Premier Rowing Facility

VISION “Sarasota will be a vibrant,

cutting-edge destination that offers the finest mix of culture, art,

nature, sports, entertainment and business opportunities with the most beautiful, award-winning

beaches in America”

Mission: “Position Sarasota County as the must-experience destination on Florida’s Gulf Coast.”

sports

• VSC-5% bed tax includes arts and culture, eco-tourism, sports• State of Florida, state representatives, Governor Scott• Upcoming state elections• $60 million promised to Sara-Mana for Interstate Changes

PESTE ANALYSISPolitical

PESTE ANALYSISEconomic

• Employment Gap• Sarasota County-low unemployment rate in the

country (5.8%), country (6.7%), state (6.3%)• “Tomorrow Next Initiative”-VSC, USFSM and other

leaders working together creating “cradle to grave”

PESTE ANALYSISSocial

•Annual Income of Visitors, $107,000, stay 6.9 days and spend $3019.00•2013-67,549 hotel rooms sold •2014-82, 444 hotel room expected to sell•2013-66,901 sports participant•Average age of 52.6•Median Income-$48,900 which is 45% less than the average visitor!•Median Home Value-$191,600 with 75.3% home ownership•Cost of living in Sarasota is considered high, primarily service sector (11.6% living in poverty)

PESTE ANALYSISTechnological

•Venues maintained, state-of-the-art•“Phosphate Pit” be better used as an Aquatic Park, rather than a fishing destination•Jason Puckett, Sports Director for SCSC says,

“Anyone with flat land can build a soccer or baseball field. Not everyone has a 400-acre lake that can host these kind of water sports. I think it sets us apart from other destinations.”

Home of the 2017 Rowing Championship 2,000 meter rowing course

PESTE ANALYSISEnvironmental

•Sarasota’s natural beauty, beaches, major league baseball, youth baseball, soccer fields, surrounding environmental advantages, Aquatic Center, dragon boat races, paddleboarding, triathlons, canoe and kayak racing

Internal Environment

•VSC has one of the most powerful and effective tourism media relations in the state, hosting more than 250 travel writers annually.•VSC has PR and sales representation in the UK and Germany•Only ones who produce “Official Sarasota County Visitors Guide” distributed to 135,000 potential visitors•www.visitsarasota.org had over 5 million pages viewed and 1 million visits in 2011•Extensive research on visitor trends, tourist spending, hotel occupancy ands ADR’s

Task Environment•Lee County is one of their strongest competitors-Visitor Commission-Bed Tax Rate of 5%-Facilities are aging and not equipped to attract national events-Offer grants-Strong partnership with local hotels and have their own board-Strong commitment

Competitive Advantage•VSC largest competitive advantage is the support from the local community and businesses•Enlisted over 200 responses to the 2020 Sarasota County Tourism Strategy Survey•Help from the Benderson Family Development Corp, Nathan Benderson•UTC-University Town Center/hotels/upscale•LBKC, Prestancia, Sarasota Polo grounds•$5 million for Ed Smith Stadium, Buck O’Neill Complex•YMCA-Selby Aquatic Center, 2013 hosted PanAmerican Masters Championship brought over 2,000 competitors to Sarasota

Challenges Ahead…•Transportation Infrastructure including SCAT, road and highways and airport•FDOT and officials met and FDOT promised $60 million for funding, “double-diverging diamond style” Interchange. First of its kind in Florida•Governor rescinded the money which presents a big problem for VSC and Sarasota County

•Additional Flights Needed to support influx•Recently discussed at S2S•Dean Cihan hosting an event in Clearwater

Conclusions and Recommendations•Sarasota County is well on its way to becoming one of the premiere sports tourism destinations in the country.•A consensus among civic leaders and local businesses is that Sports Tourism will continue to make Sarasota grow•The 2020 Sarasota County Tourism Strategy has specific goals, objectives and tactics which will ensure their success but needs buy-in from stakeholders. •Previously follow the Learning and Emergent Approach•Currently, following the Complexity Approach by including the stakeholders in the region to create a viable and unifies strategic plan.

Final Analysis

•VSC has taken the necessary steps, but may have acted prematurely without the proper infrastructure in place.

•Need to develop a plan for roads and airports to handle the influx of 1,000,000 visitors that they want to attain by 2020.

RECOMMENDATIONS TO ENHANCE THEIR STRATEGIC PLAN:

Hire a lobbying firm to work in Tallahassee to negotiate in the funding for infrastructure projectsVSC should work with our Senators and US Representatives on behalf of their constituents to receive federal fundingOutside Marketing Firm be hired to develop a marketing plan and campaign to get community buy-inSarasota County perform public workshops with business leaders and local residents together info and perspectivesHire consulting firm to develop alternative plans in lieu of FDOT fundingHire a consulting firm to look at privatization of local transportation entitiesStrategic Alliance with other counties

Any Other Recommendations or Conclusions??