Item D14
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: MARCH 19.2003
Division:
TDC
Bulk Item: Yes....x.- No
Department:
AGENDA ITEM WORDING:
Approval of up to $500,000 FY 2003 Contingency/Emergency funding in
anticipation of military action.
ITEM BACKGROUND:
TDC has set aside a contingency fund to implement an emergency action plan
if necessary. Possible US Military action will necessitate appropriate action by
the TDC as it relates to marketing tourism in Monroe County.
PREVIOUS REVELANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $500.000
BUDGETED: Yes ~ No
COST TO COUNTY: $500.000/TOURIST PAY
REVENUE PRODUCING: Yes -.L. No
AMOUNTPERMONTH_ Year
APPROVED BY: County Atty --L
OMB/Purchasing ~ Risk Management X
~~
, (Lynda Stuart)
DIVISION DIRECTOR APPROVAL:
DOCUMENTATION:
Included X
To Follow_Not Required_
AGENDA ITEM#~
DISPOSITION:
Revised 2/27/01
THE FLORIDA KEYS & KEY WEST
Monroe County Tourist Development Council
Come as you are ™
P.O. Box 866, Key West, Florida 33041 U.S.A. (305) 296-1552 fax: (305) 296-0788
http://www.fI.a-keys.comsales@l7a-keys.com
MEMORANDUM
DATE:
March 7, 2003
TO:
Monroe County Board of County Commissioners
FROM:
Harold Wheeler, Marketing Director
RE:
CONTINGENCY/EMERGENCY FUNDS
The Monroe County Tourist Development Council at their regular meeting of March 18, 2003 will address a
contingency plan in preparation of any military action in Iraq or elsewhere.
The TDC has set aside a Contingency/Emergency Fund to address such issues. Approval is requested to
allocate up to $500,000 of Contingency/Emergency Funds to implement an appropriate contingency plan if
military action or similar circumstances should arise that would directly impact tourism in Monroe County.
The funds will only be utilized as directed by the TDC.
The Monroe County Tourist Development Council (TOC) will use a systematic strategic
marketing plan approach to the possible US military action in Iraq. The strategic steps
of the process was used after the events of September 11th, 2001, to develop a
marketing plan of action for the Florida Keys.
The following steps will be taken upon the US announcement or direct military action in
Iraq:
1. COMMUNICATION - Develop communications link between TOC
Director, TOC Chairman, Tinsley Advertising, Stuart Newman Associates,
FloridaKeys.com and other industry partners, including news advisories to
the tourism industry.
2. RESEARCH - The TOC will gather data from the travel/tourism industry.
The TOC will contact US travel agents, operators and travel professionals
to review the status of travel. Such information as cancellations of air
travel and lodging, and perceived reactions from the travel consumer.
The TDC will contact our sales and public relations agencies in Europe
and receive their immediate feedback. The TOC will also be in
communication with Visit Florida and other tourism industry partners. We
will be contacting the local tourism industry such as the chambers of
commerce about the monitoring of our Visitor Information Services and
the lodging industry concerning room cancellations and call information.
3. RESOURCES - The TOC will be reviewing our availability of funding
resources, current media placement schedule and staff travel plans.
There are District Advisory Committee meetings scheduled for April 22nd
and 23rd and a TOC board meeting scheduled in Key Largo on April 30th.
4. ASSCESS SITUATION - Review current and possible scenarios relative
to circumstances.
5. CREATIVE - Develop creative message to position ourselves and
choose appropriate media placement of marketing
6. TIMING - Choose appropriate time of media placement and promotions
based again relative to gathered data and sensitivity of circumstances.
pl4
THE FLORIDA KEYS & KEY WEST
Monroe County Tourist Development Council
Come as you are nI
P.O. Box 866, Key West, Florida 33041 U.SA. (305) 296-1552 fax: (305) 296-0788
http://wwwJla-keys.comsales@fla-keys.com
MEMORANDUM
DATE: March 17,2003
TO: Monroe County Tourist Development Council
FROM: Harold Wheeler, Marketing Director
RE: LIKELY SCENARIOS
Likely to happen:
. short war
. airline travel delays (some say security checks will cause delays;
while other say fewer travelers - - fewer delays)
. reduced international travel
. threats of retaliation
. possible retaliation
. less long-haul travel-even in US
. cruise ship travel decreased
. shorten booking time again
. consumer spending reduced
. shorter stays/less money spent
. tourism industry starts discounting again
. reduction in visitor calls
. international - different markets react differently
Likely to Market to:
. short haul visitor flights
. drive market
. promoting added value
· promoting value of regaining balance in our life
. abundant leisure activities/events
. back to normalcy
. travel is the essential freedom
. Family market
· focus on spring and summer travel
. Gay & Lesbian travel
.....
2003 Added Media In Response to War
THE FLORIDA KEYS & KEY WEST
Additional ExP8iidltures
Gross Total
Total'
Additional Weeks Prooosed
Total.
Planned Weeks
elre.
-+-~-
$11,444
4
651.684
Constitution
Atlanta
Chartotte Observer
~
Journal
116
$4
2
294,605
$31,980
$34.492
4
4
8
8
440,391
381.838
Miami Herald
---.
~~-Sentinel
.-----
Palm Beach Post
$13,788
3
10
227,171
$0
to
o
o
13
13
382,439
307,737
Qrtan~ Sentinel
J~-Iribune
"St:PeteISbiJri!Times
$14,278
2
10
431,832
$6,285
2
12
119,247
Fort Myers News Press
$0
o
12
77.198
--.-.----
~~~g~
Florida Times-Union
$10,021
2
9
234,237
$5.188
2
7
116,671
----.._--._----
Treasure Coast (StuartlFt. PierceNero,
Port ~Lucie. Jupiter)
$0
Total Newspaper
$,131.592
o
4
145.625
Sarasota Herald Tribune
Additional-21
112
Total
$68,080
$62,900
4
4
----
Orlando
140~ts perWeek/4 Weeks
Total Radio
t130.981
Total Additional
Expenditures
$262.573
DIVE, Cultural
-
Emeraency PR Plan for Florida Keys & Key West
In the Event of Iraq Conflict
INTRODUCTION
In the increasingly likely event of war, Stuart Newman Associates and its subcontractor,
McOuskey & Associates, propose to augment our public relations plan based upon
experiences garnered immediately after the September 11 terrorist attacks and the 1991
Gulf War.
We envision separate rationales and plans for domestic and international markets. We also
must point out that it will be difficult to secure mainstream news coverage for the Keys
within a few weeks following the launch of military action against Iraq.
Domestic
1. Concentrate on traditional drive spring and summer markets. Heavy emphasis on
Florida. Significant efforts for areas within a three- to four-hour drive of Atlanta to
capitalize on Delta Connection service.
2. Emphasize family values for a Keys vacation.
3. Heavy focus on proven special events, i.e.: Hemingway Days, Underwater Music
Festival.
4. Take advantage and help to develop spot news opportunities (i.e.: flag on Mount
Trashmore) that tie in with the conflict to maintain awareness of the Florida Keys on a
national and global basis.
5. Lay the groundwork to promote winter 2003-'04.
International
1. Concentrate on the strongest niche audiences.
2. Concentrate on those United Kingdom and European markets most resilient.
3. Seek affinity marketing opportunities with retail and travel partners for immediate
visibility
4. Generate immediate publicity from press visits, press releases following the conflict.
OVERVIEW OF PROPOSED ACTIVITIES
Domestic
Currently, we have no plans to significantly deviate from the 2002-'03 PR plan, though we
will remain flexible to do so in the event there is a longer than projected war or significant
changes in predicted travel plans.
We propose adding the following activities:
~ Conduct Florida media blitz.
~ Provide production support for two national travel radio broadcasts.
~ PR campaign for summer travel in suburban newspapers.
~ PR support for significant community events that tie-in with supporting troops or other
aspects of the conflict.
International
Niche markets are crucial to the success of the Florida Keys. The agency will continue to
position the destination in relation to specific target audiences - diving, gay, fishing,
environmental tourism, couples and romance/honeymooners. Thus the messages
Market Research to be Conducted in the Event of War with Iraq
o Obtain Visitor Center statistics from each of the five Chambers of Commerce
regarding visitor traffic, occupancy/availability, cancellations, and other data
points.
o Keep track of VIS calls and mail fulfillment on a daily basis. Monitor VIS data
fields such as planned mode of travel, month of travel, advertising source, etc.
o Poll Florida Keys tourism organizations regarding occupancy, future bookings,
cancellations, and other measures of business performance on a weekly basis.
o Obtain daily web site data from Floridakeys.com
o Engage in data sharing with other CVB's and TDC's in the state as well as
Visit Florida.
o Monitor trends and developments using online data sources.
o Coordinate with Sales and Public Relations the use of data obtained by European
Sales and Public Relations agencies.