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2012-2013 Annual Marketing Report LAKELAND CONVENTION & VISITORS BUREAU






as an ideal convention and To market Lakeland and Polk County d sales of room nights, tourism destination resulting in increase loyment opportunities. generate tourism tax revenues and emp As one of Florida’s top industries, tourism is the largest job creator and a leading driver of the state’s economy. A Destination Travel Analysis conducted in 2012 by Randall Travel Marketing concluded in their Executive Summary that Lakeland and Polk County is a competitive tourism destination, providing a foundation MUNN PARK FOUNTAIN Downtown Lakeland to a more stable economic future and a higher quality of life for all our citizens. In spite of a sluggish U.S. economy, Lakeland’s and Polk County’s tourism revenue grew more than 5%, compared to the prior fiscal year. Room Demand and Total Revenue have seen significant gains and the Average Daily Rate (ADR) has been steadily growing. These are positive signs that higher levels of tourism traffic are impacting our tourism economy. The tourism industry was one of only three sectors creating jobs for Floridians during the early part of the recession — behind health care and social assistance. Relying heavily on partnerships with The City of Lakeland, Polk County Tourism and Sports

2012-2013 Annual Marketing Report

Marketing, The Lakeland Center, The Detroit Tigers and The Lakeland Flying Tigers, Sun ‘n Fun, Visit Florida, Florida Southern College, The Lakeland Hotel and Motel Association, Downtown Lakeland Partnership, and all of our industry related venues, The Lakeland JOKER MARCHANT Convention and STADIUM Detroit Tigers Sprin Visitors Bureau has g Training Home been able to create a high level of visibility and public relations using familiarization tours, social media, print media, Internet media, and networking. More than 300 businesses in greater Lakeland are directly associated with the tourism industry which employs approximately 20,000 citizens in Polk County. LAKELAND’S ECONOMIC FUTURE IS INTERCONNECTED with travel and tourism! More than a million people visited Lakeland last year generating millions of dollars that support our economy. When it comes to generating sales tax revenues, no other industry has proven as powerful as our tourism industry. In 2012, tourism generated 23% of sales tax revenues in Florida. Lakeland and Polk County visitors are approximately 22% international, 41% Domestic, and 37% Floridian. Primary international origins are from Canada, the UK and South America. Domestic are from Northeast, Midwest and the Southern states.

GOALS & OBJECTIVES » Promote, support and help market special events with potential to bring overnight visitors » Implement a comprehensive sales and marketing plan including the artistic, cultural and heritage assets of Lakeland » Establish a broad image for Lakeland as an ideal visitor destination » Increase visitor numbers for off-season periods » Increase market share within Polk County and Florida » Create a friendly climate for Lakeland’s visitors


Greater Lakeland hosted approximately 550,000 overnight visitors through special events with another 187,000 visitors staying in Lakeland for sporting events taking place throughout the county.

2012 PARTNERSHIP ACCOMPLISHMENTS » Partnered with Detroit Tigers/Lakeland Flying Tigers, CFVCB and City of Lakeland to promote Spring Training at FANFEST in Detroit, Michigan. (15,000 Detroit Tiger fans on hand at Comerica Park!) » Partnered with CFVCB in Spring Training Advertising Campaign (encompassing Web site, radio and newspaper advertising) promoting Spring Training in Lakeland, FL.

cover the Visitor Information Booth where a housing bureau is set up to keep visitors staying in Lakeland and spending their money in Lakeland. This year we also worked with Visit Florida and the CFVCB to help find dollars to help fund the necessary FAA controllers during the event in order to keep the event intact.

» Partnered with Gene Conrad at Lakeland Linder Regional Airport and the CFVCB to help continue to find marketing dollars to bring commercial or charter service into our area. Currently, we are working with Gene and Lakeland Linder Regional Airport and the CFVCB to help bring the Commemorative Air Force Headquarters to Lakeland Linder Regional Airport as they are looking for a new location. This » Partnered with Lakeland’s Championship Committee, The would Lakeland Center, and the Lakeland Hotel include a & Motel Association to help sponsor and “Lakeland’s visitors are worth an average new airfield location to support the support FHSAA Wrestling and Girls’ and of $134.60 per day, per visitor. This leads to headquarters, an annual airshow, Boys’ Basketball Championships in a large return investment when marketing ongoing aviation events, corporate Lakeland. (Doubled the financial encourages a visitor to stay in Lakeland!” hospitality and conferences, aircraft commitment of the Lakeland Hotel & Jackie Johnson, LCVB exhibits and storage. The headquarters Motel Association and was able to obtain will employ 25-29 people with a payroll a better rate structure with room-block exceeding $1.5 million annually. commitments for the FHSAA Board, Officials and Staff.) An » Partnered with City of Lakeland, CFVCB, and Detroit Tigers to help promote the need for the renovation of Joker Marchant Stadium in a preemptive effort to keep the Tigers in Lakeland for an extended period beyond their current contract.

estimated 14,000 athletes and spectators generated an estimated economic impact of $7.1 million into our community. » Partnered with Kanga Marketing to produce a comprehensive visitor overview USB for visitor markets, meetings markets and familiarization tours into our area. Writers and photographers are now able to take back virtual tours of Lakeland after visiting our area. These may also be used to entice visitors who have not had the opportunity to experience Lakeland. Partnered with Kelly Rote on several writer familiarization tours of Lakeland resulting in hundreds of thousands of dollars in unpaid media coverage. The Latin market has been predominantly interested in our area. We have done several Latin American FAM tours during this past year with an overwhelming response! » Partnered with the CFVCB and Sun ‘n Fun to assist visitors during the annual event. The Chamber works with the CFVCB to



» Partnered with the CFVCB and the City of Lakeland to bring BIKE FLORIDA to our area for the Orange Blossom Express in 2013. The Lakeland Convention & Visitors’ Bureau put together welcome packets for the attendees, set up with a local nonprofit a rest station on their lawn for the weekend event and arranged for the insurance to cover an evening event during their stay. The Chamber was presented a plaque in May recognizing our efforts. The economic impact of this event in our area was $396,342 or an average of the entire stay of $1,611 per rider. This was a 7-day event starting in Lakeland and ending in Lake Wales. » Johnson partnered with the CFVCB to promote Downtown Lakeland during the holiday season for shopping, dining and entertainment at Polk Outpost 27. » Served on the Committee to bring the 2014 International Practical Shooting Confederation World Shoot to our County. It will take place in Frostproof with more than 2,000 competitors from 88 countries. Their opening ceremonies will take place in Lakeland.


e Lakeland Area Chamber of Commerc

In 2012, Jacqueline (Jackie) Johnson, the Senior Vice-President of the LCVB: » Received the Tourism Industry Partner Award during the Annual Tourism Week Celebration held at The Lakeland Center » Served on the Tourist Development Council of Polk County’s Tourism and Sports Marketing during 2012 — which serves as an advisory Board to the County Commission » Chaired the County’s Tourism and Convention’s Marketing Committee of the PCTSM » Served as the liaison for Lakeland to Sun ‘n Fun’s Visitor Information Center » Served on the Championship Committee for the Lakeland Convention and Visitors Center working with the FHSAA Wrestling and Boy’s and Girls’ State Basketball Championships » Served as a committee member on the Sports and Special Events Committee » Served on the Polk County All Sports Awards and Hall of Fame Ceremonies committee » Coordinated the Lakeland Hotel & Motel Association


MEDIA SCHEDULE » Official Florida Vacation Guide » Sun ‘n Fun Program » NJCAA Live Stream » AAA Living » Visit Florida’s Worth The Drive » Central Florida Vacation Guide » Florida Media/Florida Events Planner Photo Listings: Sun ‘n Fun/Frank Lloyd Wright/Polk Museum of Art/Explorations V » Detroit Tigers/Lakeland Flying Tigers Spring Training Programs » Florida Square & Round Dance Programs


DID YOU KNOW? » Visitors to Lakeland bring in new money and contribute significant tax revenues that support essential services yet they only minimally use these services. » EVERY 85 VISITORS TO FLORIDA EQUALS ONE TOURISM JOB! » Florida’s $60.9 billion tourism industry provides 23% of the state’s sales tax, far more than any other single source industry. » Florida’s domestic visitors are worth an average of $134.60 per day. » Last year Polk County hosted more than 230 sporting events generating more than $150 million in economic impact to our area! The LCVB partners with Polk County Sports Marketing to help bring events to our area and assist with local housing. » Lakeland brochure distribution at all Visit Florida Welcome Centers and Polk County Outpost 27 30% of all visitors who stop at the Florida Welcome Centers do not have hotel reservations or complete itineraries!

LAKELAND AREA CHAMBER OF COMMERCE 35 Lake Morton Drive Lakeland, Florida 33801

Graphic Design

Craig Advertising, Inc.

JACKIE JOHNSON (863) 688-8551, Ext. 223 •

2013 Annual Report - LCVB  
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