Florida's Space Coast Tourism Journal | Fall 2018

FA L L

2 0 1 8

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/ Florida's Space Coast

COCOA BEACH • MELBOURNE AND THE BEACHES • PORT CANAVERAL • PALM BAY • VIERA • TITUSVILLE

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TABLE OF CONTENTS Letter from the

Executive Director

6

8

Meet the Team

Research 11 Visitation Report

16

Marketing 33

2018 Florida Pro Surf

37

Another Launching Pad for the Space Coast

42

One Lagoon

64

USSSA and the Space Coast Stadium

66

Florida’s Space Coast Office of Tourism 430 Brevard Avenue Suite 150, Cocoa, FL 32922 Phone: (877) 57-BEACH (2-3224) (321) 433-4470 Fax: (321) 433-4476

The Tourism Journal is the official tourism intelligence magazine of the Florida’s Space Coast Office of Tourism

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A LETTER FROM THE EXECUTIVE DIRECTOR Change is in the air as we move from summer into autumn on the Space Coast. As part of this change, I have stepped into the role of Interim Executive Director while a search is being conducted for the next leadership. It is my honor to be leading this talented and passionate group of tourism professionals during this very exciting time. As a team, we are moving forward together and continuing on the path of amazing tourism growth.

Another notable change is the new name of our publication. The Tourism Report has had a name change, please welcome the Tourism Journal. All the reports in this magazine, and ones from our previous editions, evolve to a journal of our occurrences, experiences and observations of our tourism industry. The information we receive from these reports help us create a road map to position our brand as a credible voice in developing our product and customer service. Overall, these journals will show us the signals that consumers are sending; and as we listen, we can respond with the types of messages that drive action.

Understanding the motivations and affinities of our consumers helps us to improve messaging and our product. Content is critical. It gives us the opportunity to stay in touch and in front of our customers without it always being about asking them to buy something, or asking them to do something that is self-serving. Using content is a great way to keep our business top-of-mind and help build connections.

This will serve us when the time comes that they are seeking to buy something we can offer.

We are proud of our partnership with Florida Institute of Technology and Professors Dr. Slotkin and Dr. Vamosi as they compile our tourism database using information collected from an ongoing survey of domestic visitors who stayed overnight in a Space Coast hotel or accommodation. The estimates and figures reported in this issue are for trips made to the Space Coast from September 2017 to August 2018.

Featured in this issue is the history and background of USSSA (United States Specialty Sports Association) and a highlight of the first-ever Women’s Baseball World Cup which was held in August at the sprawling USSSA Space Coast Complex in Viera.

The eyes of the sporting world were on our community and we look forward to all the future events that USSSA will be bringing to the Space Coast.

Our change of colors for the new season include the yellow and red hues from our sunrises and sunsets. And the coolness of relief from the heat of our summer is now making way for new growth.

Enjoy the change. n

BONNIE KING SPACE COAST OFFICE OF TOURISM

6 | VisitSpaceCoast.com

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MEET THE

RESEARCH TEAM MIKE SLOTKIN, Ph.D. is Professor of Economics in the College of Business at the Florida Institute of Technology. Mike earned his Ph.D. in economics from the University of North Carolina at Chapel Hill, and his scholarly activity surrounds the application of economics to the environment and to regional economies and industries. He regularly consults through FIT Consulting, and to date, has co-authored more than thirty economic impact or contribution studies. Born and raised in Miami, Florida, Mike resides in the town of Grant-Valkaria with his life partner Karen and their three cats: Zippy, Curry, and Luna. He is a life-long supporter of his hometown Miami Dolphins.

ALEX VAMOSI, Ph.D. is an Associate Professor in the Nathan M. Bisk College of Business at the Florida Institute of Technology where he has been a faculty member since 2001. He also served as the Associate Dean of Academics at the College from 2007 to 2015. Alex completed his Ph.D. at the University of North Carolina – Chapel Hill and his undergraduate and master’s studies at the University of Alberta, Canada.

His research interests involve statistical and quantitative analysis in the areas of environmental and regional economics, sustainability and ecotourism. Alex has collaborated actively on over thirty economic impact studies, and has presented papers on these topics both locally and internationally. He is an avid EPL fan and enjoys reading historical fiction, mystery and fantasy novels.

TIFFANY MINTON has served as the Marketing Director of Florida’s Space Coast Office of Tourism for three years. Tiffany was born in Florida and has lived on the Space Coast for 30 years. She is a graduate of Florida Institute of Technology with a Bachelor of Science degree in Communication. Tiffany worked for Boeing and L-3 Communications and her last position was a Senior Marketing and Communications Specialist for Health First. She lives in Merritt Island with her husband and enjoys the beach, surfing, boating and practicing yoga.

DEBORAH WEBSTER was born and raised in the Philadelphia area, spending summers in Ocean City, New Jersey. She relocated to the Space Coast in the summer of 2015, after frequent visits to family over the past 20 years. In her role as Research and Analytics Director, she supports the Marketing team with data to best reach visitors to Florida’s Space Coast. Deborah is a graduate of Widener University and spent 15 years as an educator. She has two daughters; Anna Grace, 15 and Charlotte, 13 and lives in the Eau Gallie Arts District area.

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Contributors

Sources

Lynne Mims is an Instructor and Academic Chair for Undergraduate Online Business Programs in the College of Business at the Florida Institute of Technology. She earned her undergraduate degree from the University of Leeds and M.B.A from the University of Bradford, England. Prior to teaching, she worked for over 15 years in sales and marketing management within both brewing and sport-related industries. Her current academic interests include social media marketing and personal branding. Pages 66-73.

Duane E. De Freese, Ph.D. is the Executive Director of the Indian River Lagoon National Estuary Program and the IRL Council, an independent special district of the State of Florida. During his 4-dacade career, Duane has served in leadership positions in the public-sector, academia, non-profit organizations and industry. Dr. De Freese is a champion of science-based, common-sense ocean and coastal conservation in Florida. He is an avid surfer, traveler and clean-water advocate.

Pages 64-65.

Tiffany Minton is the Marketing Director of Florida’s Space Coast Office of Tourism. Photo credit for pages 4, 8-9, and 21.

Gavin Keith is an FAA drone pilot, announcer, photographer, DJ & USSSA Intern. Photo credit front cover. Email: gavinkeith9@gmail.com

Mary Braley, Melbourne Beach resident. Photo credit page 28, bottom.

& TREE TOP TREK

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RESEARCH UPDATES, PROJECTS & RESULTS

BY DEBORAH WEBSTER

Just who are the Country Squires?

Before we tackle this important and fascinating question, let’s backtrack a bit and start from the beginning. In 2015, the Space Coast Office of Tourism conducted a demographics survey - the Visitor Analysis Study - to learn more about our overnight guests. This segmentation study, which utilized the combined talents of Neilsen, AirSage, and Claritas, was named PRIZM. Suffice to say, the results and insights derived from PRIZM were game changers for our marketing team. The study afforded us the ability to pinpoint visitor demographics, preferences, behaviors, and home locations of people we knew were already visiting the Space Coast. Armed with this data, as a team we worked together to create several strategies designed to reach this cohort in their home markets. Our targeted marketing efforts served to remind these recent visitors of our great weather, beautiful beaches, thrilling rocket launches, tranquil Indian River Lagoon experiences, and happy Space Coast sunsets. The mission, of course, was to turn these one-time guests into return visitors and ambassadors for our brand.

In early 2018, we embarked on a refresh of this study which now is called PRIZM Premiere. We again partnered with AirSage and Claritas and added the Atlanta-based data specialist Intermx. We increased the number of destinations examined from four (Cocoa Beach, Melbourne, Melbourne Beach, and Titusville-Palm Bay) to eight (Cape Canaveral, Cocoa Beach, Titusville, Melbourne Beach-North, Melbourne Beach-South, Melbourne, Palm Bay, Viera-Suntree). We also added two attractions for assessment, Port Canaveral and Kennedy Space Center. This expansion and added level of granularity enabled AirSage, Claritas and Intermx to take a deep dive into the visitors that enjoy the amenity of the Space Coast. The updated Visitor Market Study is now available and we are actively disseminating the results to our tourism stakeholders.

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Here’s what we uncovered: In 2015, the number one visitor profile (there were 66 in total) for the Space Coast was a category referred to as New Homesteaders. New Homesteaders have a median annual household income of $78,000, and mix in age between 34 – 54 years. They have young children living in the home, and are suburban residents of metro areas like Atlanta, Charlotte, Raleigh, and Harrisburg. They are mostly dual income families and high tech with above average internet use.

We saw a similar but more affluent profile take the top spot in 2017. Called the Country Squires, they were the number one profile in all locales except Melbourne and Palm Bay, where they are ranked second and third. According to Ryan Kinsley of Intermx, Country Squires are “… the wealthiest residents in exurban America. They are an

12 | VisitSpaceCoast.com

oasis for affluent Baby Boomers who’ve fled the city for the charms of small-town living.”

We know that the Country Squires are well-educated and education is important for their children. They are above average users of technology and have older teens living in the home. Country Squires are typically employed in management or professional roles. They reside in the suburbs of Washington, DC, Baltimore, Philadelphia and Boston. Country Squires’ income producing assets are considered elite, and their median annual household income of $115,700 is almost 50 percent higher than the New Homesteaders (albeit comparisons from one study to another are less than perfect).

Welcome Country Squires to Florida’s Space Coast!

Please email Deborah at Deborah.Webster@VisitSpaceCoast.com for a copy of the Visitor Market Study or a custom presentation. n

Who are the

Country Squires?

COUNTRY SQUIRES ARE THE MOST VISITED SEGMENT TO ANY OF BREVARD COUNTY DESTINATIONS Philadelphia, Washington DC, Boston, Providence, Charlotte, Atlanta Markets

$115,670

Median House Hold income

<55, Affluent Baby Boomers Family Mix

Well-Educated: College + Grad School

Eats at Panera

Owns an Infiniti

Use Internet for wide variety of purposes at above-average levels

Mostly Home Owners Stays at Hilton

Shop at BJs Wholesale Club Heavy travellers - Have taken multiple domestic & international trips in recent years

Hobbies: Fishing, Skiing, Snowboarding, Boating, Golf &Tennis

TOURISM PERFORMANCE

SCORECARD

FLORIDAâ&#x20AC;&#x2122;S SPACE COAST OFFICE OF TOURISM Tourist Tax Collection Revenue BUDGETED

LAST YEAR

ACTUAL

$2M $1.75M $1.5M $1.25M $1M $750K $500K

J17

F17

M17

A17

M17

J17

J17

A17

S17

O17

N17

D17

J18

60,000 50,000 40,000 30,000 20,000 10,000 0

A18

M18

J18

J18

A18

S18

TOTAL

400 300 200 100 MARCH APRIL MAY

JUNE JULY

AUG

SEPT

MARCH APRIL MAY

OCT

Total Guests Served

JUNE JULY

AUG

SEPT

OCT

Total Surfboards Sold

Includes Grills Seafood Restaurants Port Canaveral & Melbourne, Florida

90,000 80,000 70,000 60,000 50,000

O18

BIKESHARE

& TREE TOP TREK TTT

M18

Total Trips

Total Admissions

ZOO

F18

MARCH APRIL MAY

14 | VisitSpaceCoast.com

JUNE JULY

AUG

SEPT

OCT

60 50 40 30 20 10

MARCH APRIL MAY

JUNE JULY

AUG

SEPT

OCT

Total Admissions

Total Downloads

MUSEUM OF DINOSAURS AND ANCIENT CULTURES 20,000 17,000 13,000 10,000 7,000 3,000 0

4,000 3,000 2,000 1,000 MARCH APRIL MAY

JUNE JULY

AUG

SEPT

OCT

16,000 15,000 14,000 13,000 12,000 MARCH APRIL MAY

JUNE JULY

AUG

SEPT

OCT

Total Visitation*

5,000 4,000 3,000 2,000 1,000 0

MARCH APRIL MAY

JUNE JULY

AUG

SEPT

OCT

AUG

SEPT

OCT

AUG

SEPT

OCT

Total Check-in Cookies (Melbourne)

Total Pints of Brew Sold in the Taproom

10,000

0

11,000 10,000 9,000 8,000 7,000 6,000 5,000

MARCH APRIL MAY

JUNE JULY

Total Deplaned Passengers

22,000 21,000 20,000 19,000 18,000 MARCH APRIL MAY

JUNE JULY

AUG

SEPT

OCT

17,000

MARCH APRIL MAY

JUNE JULY

*The Barrier Island Center Total Visitation number is the combination of the following data: Barrier Island Trail use, K-12 School groups, Nesting Sea Turtle programs, Walk-in visitors, Family programs, and other.

The Tourism Performance Scorecard is a collection of metrics contributed by our local business partners to analyze trends by product, destination and season. We are grateful to those who shared data for this effort.

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Tourism

on the

Space

VISITATION REPORT SEPTEMBER 2017 – AUGUST 2018

BY ALEX VAMOSI, Ph.D.

EXECUTIVE SUMMARY The long-term sustainability of Brevard County’s tourism sector is contingent upon converting first-time guests into large, vibrant repeat visitor type markets. At the beginning of the year, we began asking survey respondents to report on how many times they had visited the Space Coast within the past 24 months. A total of 621 surveys that utilized this question were collected between January and August. This report provides an in-depth examination of visitor profiles, spending patterns, and other trip characteristics based on frequency of visits. The low-to-moderate frequency sub-market combines survey responses from two groups: people who made two visits to the Space Coast (low frequency) and those who visited three or four times (moderate frequency). High-frequency visitors include respondents who made five or more visits within the last 24-months. The analysis uncovered several interesting observations.

• The trip profiles in terms of party size, mix of adults and kids, and number of rooms that were rented, show little variation across the various sub-markets.

• Low-to-moderate frequency visitors had an average length

Coast

of stay between 1.2 and 1.4 nights longer than other visitors; they also had a significantly higher likelihood of selecting condos or vacation rentals to satisfy their overnight lodging needs.

• The data clearly show that there is a process of economizing on lodging expenses that begins after the second visit to the Space Coast. The process of lowering lodging expenses as a proportion of total expenses is the most likely cause of the observed variation in accommodation types that were selected by high-frequency visitors.

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â&#x20AC;˘

First-time

visitors and low-to-moderate frequency

piling a tourism database since 2017. The source of infor-

visitors were much more likely to be vacationing during

mation for this database comes from an ongoing survey of

their stay than high-frequency visitors. Respondents

domestic visitors to Brevard County who stayed overnight

who took two visits to the Space Coast within the last

in a hotel or other lodging option. The purpose of the visi-

24 months had the highest likelihood of vacationing; the

tation report is to summarize and analyze the data that is

proportion was more than five points higher than the es-

produced from these domestic-based visitors, who are the

timated value for first-time visitors.

most significant drivers of tourism economic impact on the

â&#x20AC;˘ Beach activities were by far the most important activity

Space Coast. Each report provides a 12-month snapshot of

while visiting the Space Coast, with participation rates

the Space Coastâ&#x20AC;&#x2122;s domestic-visitor, accommodations-based

well over 80 percent, even for high-frequency visitors.

(DTAB) tourism market.

Many of the attractions showed distinct patterns of participation as the frequency of visitations increased. For

The foundation of the visitation report is a set of stan-

example, some had a cyclical, up-down, pattern, while

dardized charts and figures that summarize visitor profiles,

others had large discrete jumps followed by a leveling off

spending patterns, trip motivations, and participation rates/

or small decline.

satisfaction scores associated with the most prominent activities and attractions that the Space Coast offers. Stan-

BACKGROUND AND UPDATES

dardizing the data into a set of easy-to-view figures allows for a consistent and sustained examination of the DTAB

The Space Coast Office of Tourism (SCOT), in partner-

market. These figures, which include detailed captions, are

ship with the Florida Institute of Technology, has been com-

conveniently compiled in an appendix that appears at the

18 | VisitSpaceCoast.com

end of the written report. Significant changes that arise from issue to issue are highlighted and more fully described in the updates section.

TABLE 1. SUMMARY OF SAMPLE SIZES September 2017 â&#x20AC;&#x201C; August 2018

Sample Size

Percent

666

100%

Non-Cruise Market

592

88.9%

Cruise Market

74

11.1%

Sample Size

Percent

766

100%

Overall DTAB Market

The visitation report also includes an examination of the various sub-markets that encompass the Space Coastâ&#x20AC;&#x2122;s tourism market. Many of the figures that appear in the appendix

May 2017 â&#x20AC;&#x201C; April 2018

segment the DTAB market by cruise and non-cruise markets,

Overall DTAB Market

or by respondents who expect to return to the Space Coast

Non-Cruise Market

629

82.1%

within 3-months or 12-months of their most current visit.

Cruise Market

137

17.9%

Segmenting the market in this manner allows us to uncover information that is often masked by aggregate level data. More extensive examinations of various sub-markets have also appeared in the visitation report. The Summer 2018 issue, for example, included an in-depth review of the DTAB market based on the household income of survey respondents.

For the current visitation report, we begin with a summary of the survey results for the most recent 12-month rolling period (September 2017 to August 2018.) This review is based on the charts and figures shown in the appendix. The main point of emphasis is the changing mix of survey respondents that characterizes the current sample. We then present an analysis that segments the market by frequency of visits, and compares first-time visitors with repeat visitors. The findings associated with the market analysis are based on a sample of 621 respondents who reported how many times they had visited the Space Coast within the past 24 months.

Survey Results

The large decline in the number of surveys collected occurred because of the rolling nature of the database. The current sample replaces a disproportionately large sample, which was collected between May and August 2017, with a much smaller number of surveys for the same months in 2018. In the future, as the revised process of collecting surveys begins to produce a more uniform monthly distribution of surveys, we expect some recovery in the total number of surveys collected. This should increase the sample of surveys from people who take a cruise while visiting the Space Coast.

When the survey results for the current 12-month roll-

There are several other notable observations about the mix

ing period were compared to estimates from the last is-

of surveys in the current sample. First, with respect to lodg-

sue, it became apparent that the mix of survey respondents

ing, the current sample contains a much larger proportion of

had changed in several meaningful ways. Perhaps the most

visitors who selected condos or vacation rentals to satisfy

important change occurred in the cruise and non-cruise

their lodging needs. Indeed, the proportion of respondents

sub-markets.

Table 1 summarizes the sample sizes, and

who stayed in hotel/motel accommodations was about 12.6

shows that 100 fewer surveys were collected for the current

points lower than previously reported estimates. Second, the

12-month period. Most of this decrease came at the expense

percentage of respondents who reported vacation/holiday as

of the cruise market, which had 63 fewer surveys in total; in

their primary purpose for visiting the Space Coast was about

comparison, the much larger non-cruise market had only 37

six points lower than previously reported. Finally, the aver-

fewer surveys. As a consequence, the current sample is more

age length of stay in the current sample is almost a full day

heavily weighted with surveys from the non-cruise market

longer; lengthier visits are typically associated with people

(89 percent).

who are traveling from farther distances.

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The longer length of stay, however, did not have an ap-

percent of visits fall in the low-to-moderate submarket (re-

preciable impact on spending: average expenditures rose by

spondents who visited twice plus respondents who made 3

a modest seven dollars per party, which suggests that as the

or 4 visits), and amazingly, more than 20 percent of the sam-

length of trips increased a diminishing rate of daily expendi-

ple is made up of high-frequency visitors (5 or more visits).

tures set in. Interestingly, while average expenditures were

TABLE 2: NUMBER OF VISITS WITHIN THE LAST 24 MONTHS

a bit higher overall, spending was lower in both the cruise and non-cruise submarkets ($100 and $12 per party lower, respectively). This apparent anomaly reflects the increased

Sample Size

Percent of Total

weight attached to the non-cruise market where spending to-

First-time visit

181

29.1%

tals were about $500 more per party than in the cruise market.

2 visits

170

27.4%

3 or 4 visits

137

22.1%

5 or more visits

133

21.4%

Total

621

100%

The changing mix of visitors is, in large part, a by-product of the new survey collection process that 321 the agency, the SCOTâ&#x20AC;&#x2122;s marketing agent, designed and implemented in spring 2018. A change in the collection process was necessitated by a substantial drop in the number of surveys that were collected during the four-month, autumn cycle in 2017; only 45 useable surveys were collected during this period. The new process has the benefits of providing more timely data and greatly expanding the pool of people who receive the survey, but it also excludes most but not all people who live within a 100 mile radius of the Space Coast.

When comparing visitor profiles, spending patterns, and other trip characteristics, the data reveals significant differences between first-time visitors, low-to-moderate frequency visitors and high-frequency visitors. Perhaps the most significant finding is the appreciably longer length of stay reported by low-to-moderate frequency visitors during their most recent stay. Length of stay, which is depicted in Chart 1, was measured by the average number of

REPEAT VISITS TO THE SPACE COAST

nights that accommodations were procured by visitors to

The long-term sustainability of Brevard Countyâ&#x20AC;&#x2122;s tour-

associated with this distribution. At the end-points, first-

ism sector is dependent on converting first-time guests into

time visitors and high-frequency visitors rent accommoda-

repeat visitors. Past issues have documented the high par-

tions for about 4.2 and 4.3 nights, respectively; in the two

ticipation rates, and concurrently high satisfaction scores,

middle groups (low-to-moderate frequency visitors) the

reported by visitors for several well-known Space Coast

length of stay is 1.2 to 1.4 nights longer. For the sub-mar-

activities and attractions. It was expected that these high

kets that are depicted in Chart 1, the average length of a

participation rates and satisfaction scores would trans-

visit appears to be correlated to the accommodation type

late into a high volume of repeat visits to the Space Coast.

that people choose, and also to average trip expenditures

For this reason, in January 2018 we began asking survey

(these relationships will be more fully explored later).

the Space Coast. There is a clear mound-shaped pattern

respondents to report on how many times they had visited the Space Coast within the past 24 months. The anal-

CHART 1. LENGTH OF STAY (NUMBER OF NIGHTS)

ysis that follows compares the trip profiles and spending patterns for first-time visitors and several repeat visitor sub-markets based on a sample of 621 surveyâ&#x20AC;&#x2122;s that were collected in the last eight months (January to August 2018).

6.0 4.5

5.5

5.5

2 visits

3 or 4 visits

4.2

4.3

3.0

Table 2 exemplifies the significance of repeat visits to the Space Coast. More than 70 percent of survey respondents had visited Brevard County two or more times within the last 24 months. Breaking this down further, almost 50 20 | VisitSpaceCoast.com

1.5 0 First-time visitor

5 or more visits

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21

Trip Profile of Visitors

Accommodation Type

Table 3 highlights the similarity of trip profiles across mar-

Visitors to the Space Coast typically choose hotel/motel

kets. In terms of party size and composition the makeup in

accommodations for their overnight lodging needs. How-

each of the sub-markets is comparable to the overall average

ever, alternative accommodation types - condos, vacation

of 3.1 individuals, which includes a mix of 2.4 adults and 0.7 kids. A typical party tends to be a bit smaller for first-time visitors, and modestly larger in the low-to-moderate frequency sub-market. High-frequency visitors traveled with slightly fewer adults, which reduced average party size in this classification. Given the high level of correspondence in party size and mix, it is not surprising that the number of rooms pro-

rentals, and short-term rentals (Airbnb, VRBO, and Homeaway - are becoming increasingly popular and collectively account for about 35 percent of the Space Coastâ&#x20AC;&#x2122;s DTAB market. The following two charts show a breakdown of accommodation types that were chosen by visitors from the various sub-markets.

cured by a typical party is about 1.1 across market segments,

CHART 2. HOTEL/MOTEL ACCOMMODATION

although slightly more rooms were procured by respondents who had visited 3 or 4 times within the past 24 months.

Air Travel by Number of Visits

70.0% 64.0%

Although the Space Coast is primarily a drive market, a

58.0%

large percentage of respondents (40 percent overall) flew

52.0%

into one the three regional airports that service Brevard County. About 78 percent of these respondents flew into Orlando International Airport (MCO), with the remainder split almost equally between Orlando-Melbourne International Airport (MLB) and Orlando-Sanford International Airport (SFB). First-time visitors almost exclusively flew into either MCO (84 percent) or SFB (11 percent), with only 5 percent using the services at MLB. The percentage of respondents who flew into MLB was much higher among low-to-moderate frequency visitors (17.2 percent for re-

60.2

59.4 51.2

46.0% First-time visitor

2 visits

3 or 4 visits

5 or more visits

Chart 2 shows that about 60 percent of both first-time visitors and high-frequency visitors preferred hotel/motel accommodations for their overnight stay, while the utilization rates for low-to-moderate frequency visitors were about 10 points lower. The proportion of respondents who selected hotel/motel appears to be inversely correlated with

spondents who made two visits and 14.5 percent of respon-

length of stay (compare the mound-shape in Chart 1 to the

dents who made 3 or 4 visits), but then dropped to about

U-shape in Chart 2.) In general, respondents with lengthi-

8.9 percent for high-frequency visitors. SFB gained many

er visits (low-to-moderate frequency visitors) to the Space

of these high-frequency visitors and saw its utilization rate

Coast were more likely to choose hotel/motel accommoda-

rise to 15.6 percent.

tions than either first-time visitors or high-frequency visitors.

TABLE 3. TRIP PROFILE BY NUMBER OF VISITS First-time visitor

2 visits

3 or 4 visits

5 or more visits

Overall

# of Partyâ&#x20AC;&#x2122;s

181

170

137

133

621

Party Size

3.0

3.2

3.2

2.9

3.1

Adults

2.4

2.4

2.5

2.1

2.4

Children

0.7

0.8

0.7

0.7

0.7

Rooms

1.1

1.1

1.2

1.1

1.1

22 | VisitSpaceCoast.com

Chart 3 displays the distribution for the other lodging options

CHART 3. OTHER ACCOMMODATION TYPES

that people typically choose when visiting the Space Coast. The large proportion of low-to-moderate frequency visitors who se-

20.0%

18.2% 17.5%

lected either a condo or a vacation rental is noteworthy. Of the respondents who made two visits, about 35 percent stayed in a condo or vacation rental; the corresponding value for respondents who made 3 or 4 visits was about 30.5 percent. In contrast, shortterm rentals such as Airbnb, Homeaway and VRBO represented

15.0% 10.0%

9.5%

7.7% 6.5%

10.5%

16.5%

14.3%

12.7%

12.7%

13.1% 9.0%

5.0%

a much smaller piece of the overall lodging market, and did not experience an upward bump in utilization until the third or fourth visit.

0.0%

Amongst high-frequency visitors, there was a notice-

able drop in the procurement of vacation rentals as many people switched their lodging preference to hotel/motel

First-time visitor

Short-term Rental 2 visits

Condo 3 or 4 visits

Vacation Rental 5 or more visits

accommodations.

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23

Trip Purpose We asked survey respondents to identify the primary purpose of their visit to the Space Coast. As expected, vacation/holiday is the overwhelming choice of most visitors (55.7 percent overall), with visiting friends and fam-

CHART 4. PRIMARY PURPOSE OF TRIP: VACATION AND VISITING 70.0%

66.5% 61.3% 56.2%

52.5% 35.0%

33.8% 25.6%

ily running a distant second (13 percent overall). Chart 4 shows, however, that these distributions depend significantly on the number of times respondents have visited the

17.5% 0.0%

Space Coast within the past 24 months. The group that is the most representative of the overall the sample appears to be respondents who made 3 or 4 visits to the Space Coast

First-time visitor

13.1% 7.2% 9.4%

Vacation/Holiday 2 visits

Visiting Family & Friends 3 or 4 visits

5 or more visits

within the past 24 months. In this cohort, 56 percent of these moderate-frequency visitors selected vacation/holiday as the primary purpose of their visit, while another 13 percent picked visiting with friends and family.

the last 24 months, two out of every three reported that their primary trip purpose was vacation/holiday, which was more than five points higher than the corresponding esti-

First-time visitors and low-to-moderate frequency visi-

mate for first-time visitors. With respect to high-frequency

tors were much more likely to be visiting for vacation/hol-

visitors, the proportion of respondents who reported vaca-

iday than high-frequency visitors. Interestingly, of those

tion/holiday as their primary trip purpose dropped signifi-

respondents who made two visits to the Space Coast within

cantly (about one in every three). In contrast, the percent-

24 | VisitSpaceCoast.com

age who were visiting family and friends was almost double

people who visited the Space Coast for a public event, show

the 13 percent rate in the overall DTAB market.

or festival was about 2.6 percent in the overall sample, which

Table 4 supplements the above findings by summarizing

is a relatively small value in comparison to other trip motiva-

the distributions for other trip motivating factors. Respon-

tors. Although the proportion is still small in absolute size,

dents who had visited the Space Coast three or more times

high-frequency visitors were about twice as likely to list pub-

within the last 24 months (the two upper categories) appear to be much more likely to have visited for business, private

lic event, show or festival as their primary trip purpose than

occasions (such as weddings), and rocket launches than re-

first-time visitors, and about three times more likely than re-

spondents in the two lower categories. The proportion of

spondents who visited twice within the past 24 months.

TABLE 4: PRIMARY PURPOSE OF TRIP: OTHER MOTIVATING FACTORS First-time visitor

2 visits

3 or 4 visits

5 or more visits

Business

5.0%

4.7%

7.3%

8.3%

Convenient Stop for Drive Travel

2.8%

1.2%

0.0%

0.0%

Job Interview

1.1%

1.8%

1.5%

0.8%

Private Occasion (wedding, reunion, etc.)

6.1%

2.9%

5.8%

7.5%

Public Event, Show or Festival

2.8%

1.8%

0.7%

5.3%

Rocket Launch

4.4%

1.8%

7.3%

9.8%

Other

9.4%

10.0%

8.0%

9.0%

VisitSpaceCoast.com |

25

Average Trip Expenditures by Number of Visits

The data on accommodation types showed significant variation in the lodging type that visitors selected across the four sub-markets. The process of lowering lodging expenses

Survey respondents were asked to estimate total dollar

as a proportion of total expenses is the most likely cause of

amounts spent by their party during their visit to the Space

this variation. To illustrate this point, we compared groups

Coast. Spending was itemized by lodging, dining & beverag-

that had a similar length of stay as well as a similar likeli-

es, retail, recreation & entertainment, gasoline, local trans-

hood of selecting hotel/motel accommodations: first-time

portation, and other services, and then aggregated to de-

visitors were matched with high-frequency visitors; and

termine total expenses for each party. Chart 5 summarizes

low-frequency visitors (two visits) were matched with mod-

per party averages for total expenses and lodging expens-

erate-frequency visitors (3 or 4 visits). On their most recent

es for the four visitation sub-markets. Total expenses fol-

visit to the Space Coast, high-frequency visitors spent an

lowed the same mound-shaped pattern that was observed

average of $61 less on lodging than first-time visitors; con-

in Chart 1 (length of stay): spending was lower at the end-

currently, moderate-frequency visitors spent $91 less on

points (first-time visitors and high-frequency visitors) and

lodging than low-frequency visitors. In comparison to their

higher in the middle categories. In contrast, the distribu-

matched counterparts, respondents from the two groups

tion of lodging expenses is characterized by a pronounced

that spent fewer dollars on lodging were also more likely

upward spike of 33 percent after the first visit, followed by

to select a short-term rental (Airbnb, Homeaway, VRBO,

large, sequential decreases in spending in the higher fre-

etc.) and less likely to select a vacation rental. This analysis

quency sub-markets.

demonstrates that the process of lowering lodging expenses as a proportion of total spending includes a shift in lodging

CHART 5. AVERAGE TRIP EXPENDITURES PER PARTY $1,800 $1,350

$1,604 $1,580 $1,381 $1,287

preferences from vacation rentals to short-term rental units and also to more affordable hotel/motel accommodations.

Activities/Attractions: Participation and Satisfaction

$900 $565

$751 $660

$450

$504

Survey respondents have typically reported high satisfaction scores with the activities and attractions they experienced during their visit to the Space Coast. For the overall

$0 First-time visitor

Lodging

Per Party 2 visits

3 or 4 visits

5 or more visits

sample of first-time and repeat visitors, the weighted average score for the thirteen activities that were listed on the survey was 4.46 on a 5-point Likert scale. The weighted average scores were positively associated with number of visits, increasing from 4.38 for first-time visitors to a high of

A typical party on their second visit to the Space Coast spent about $751 on lodging, which accounts for 46.8 percent of their total expenses. The proportion spent on lodging in the remaining three categories were significantly smaller: 40.9 percent (first-time visitor); 41.8 percent (3 or 4 visits) and 39.1 percent (5 or more visits). Visitors to the Space Coast apparently indulge in higher priced accommodations on their second visit, and then begin to economize on their lodging expense on subsequent visits.

26 | VisitSpaceCoast.com

4.51 for high-frequency visitors. Moderate-frequency visitors (3 or 4 visits) were the most active participants overall: 6.21 activities compared to 5.64 for first-time visitors.

TABLE 5: PARTICIPATION RATES FOR SELECT ACTIVITIES First-time visitor

2 visits

3 or 4 visits

5 or more visits

Beach Activities

85.1%

90.6%

86.9%

83.5%

Bicycling

37.0%

34.7%

40.9%

38.3%

Brevard Zoo/Treetop Trek

27.1%

31.8%

34.3%

34.6%

Eau Gallie Arts District

27.6%

25.9%

29.9%

29.3%

Historic Cocoa Village

42.0%

44.7%

55.5%

53.4%

Historic Downtown Melbourne

31.5%

40.0%

51.1%

52.6%

Kennedy Space Center Visitor Complex

65.7%

58.8%

60.6%

45.9%

Native Wildlife Viewing

51.9%

56.5%

59.1%

51.1%

Orlando Theme Parks

42.0%

27.6%

40.9%

29.3%

Ron Jonâ&#x20AC;&#x2122;s/Cocoa Beach Surf Company

42.5%

61.8%

65.0%

63.2%

The Cove at Port Canaveral

36.5%

33.5%

41.6%

35.3%

USSSA Space Coast Complex

23.8%

13.5%

10.9%

10.5%

Westgate Cocoa Beach Pier

50.8%

47.1%

43.8%

48.1%

The Kennedy Space Center Visitor Complex received the

over 50 percent and 60 percent, respectively. Historic Cocoa

top overall score (4.70) and had the highest rating in three

Village also experienced a 10-point increase in participation

out of the four visitor sub-markets, including a (near perfect)

(but only after the second visit to the area), which remained

4.84 score that was reported by high-frequency visitors to

above 50 percent for high-frequency visitors.

the area. Four other attractions produced an overall average score of 4.5 or higher: Brevard Zoo/TreeTrek Top (4.55), Orlando Theme Parks (4.55), Beach Activities (4.51), and The Cove (4.50). All of the attractions had overall sample scores of 4.25 or higher.

Summary The four sub-markets are very similar with respect to party size, adult/child mix, and number of rooms rented.

Low-to-moderate frequency visitors had an average length

Table 5 summarizes the participation rates by sub-market

of stay that is 1.2 to 1.4 nights longer than other visitors, and

for the different activities and attractions. Beach activities

were more likely to select a condo or vacation rental to satis-

were by far the most relevant pastime with participation

fy their lodging needs. The expenditure data distinctly shows

rates well in excess of 80 percent, even for high-frequency

that visitors began economizing on their lodging expenses af-

visitors. Many of the attractions showed distinct patterns

ter their second trip to the Space Coast. High-frequency vis-

of participation as visitations became more frequent. For

itors, who spent less on lodging both in absolute dollars and

example, Orlando Theme Parks and Kennedy Space Center

as a percentage of total expenses, were also the most likely

Visitor Complex both exhibited an up/down cyclical pattern,

to choose short-term rental accommodations and the least

while Historic Downtown Melbourne and Ron Jon Surf Shop/

likely to choose vacations rentals. The data on participation

Cocoa Beach Surf Company each saw jumps of well over 10

rates and satisfactions scores show marked increases in both

points after the first visit, which then leveled off at rates of

for many of the Space Coastâ&#x20AC;&#x2122;s best known attractions. n VisitSpaceCoast.com |

27

Appendix FIGURE 1: ACCOMMODATION TYPE Hotel/Motel 56.5%

Condo 14.6%

Vacation Rental 12.2% Other 2.9%

RV Park/ Campground 5.3%

Short-Term Rental: AirBnB, VRBO, Homeaway, etc.

8.7%

Visitors to the Space Coast customarily choose hotel/motel accommodations for their overnight lodging needs. Alternative accommodation types: condos, vacation rentals, and short-term rentals (Airbnb, VRBO, and Homeaway), however, are become increasingly popular and together were procured by more than 35 percent of visiting parties.

FIGURE 2. PARTY SIZE BY MARKET SEGMENT 7.0 3.5 0

3.1

2.7 3.3

Overall

Cruise

2.4

Adults

2.3

3.0

Non-Cruise

2.2

2.9

3-Month Return

2.5

3.0

12-Month Return

Party Size

A typical party visiting the Space Coast consists of about 3.1 individuals, including 2.4 adults and 0.7 kids. There has been little variation in this makeup since we began collecting data in 2017. Some variation, however, was observed in both the size and mix within the various sub-markets.

Party size and the number of adults tends to be somewhat higher in the cruise market but are both lower than the overall average in the 3-month return visit market.

28 | VisitSpaceCoast.com

FIGURE 3. LODGING PROFILE BY MARKET SEGMENT 19.7

19 17.5

16.0

15.2 14

12.4 10.5

9.1

7.0 4.8 5.2

5.0 5.4

3.5

3.0 1.1

1.1

4.0 4.3

3.6

1.3

6.1 6.4

1.1

1.1

0 Overall Rooms

Cruise Nights

Non-Cruise

Room Nights

3-Month Return

12-Month Return

People Nights

The number of rooms that a party typically rents for overnight lodging is about 1.1 rooms; the average is slightly higher in the cruise market, which is consistent with its larger party size and adult size. The number of nights that lodging is procured in both the cruise market and 3-month return visitor market is much lower than the overall average of 4.8 nights; conversely, the average in the 12-month return market is notably higher.

FIGURE 4. PRIMARY PURPOSE OF TRIP: VACATION AND VISITS Overall 100% 75% 50% 25% 10%

Cruise 67.6%

56.0%

Vacation/ Holiday

13.2%

12.2%

Non-Cruise 54.6% 13.3%

Visiting Family & Friends

When asked to identify the primary purpose of their visit to the Space Coast, about 55 percent of respondents in the non-cruise market report vacation/holiday; this figure jumps to over 67 percent in the cruise market. The second most cited reason is visiting family and friends, which accounts for another 12 to 13 percent of reported trips.

VisitSpaceCoast.com |

29

Appendix continued FIGURE 5. PRIMARY PURPOSE OF TRIP: OTHER MOTIVATIONS 0.0%

2.0%

4.0%

Job Interview

1.4% 1.2% 1.2% 1.4% 1.2% 1.4% 0.0%

Private Occasion (wedding, reunion, etc.)

Rocket Launch

1.4%

4.1%

5.7% 5.9%

Royal Caribbean 20.3%

5.1% 5.6% 9.2% 9.1% 9.5%

Other Overall

Other 14.9%

Norwegian 9.5%

Disney 14.9%

2.6% 2.5% 2.7%

Public Event, Show or Festival

8.0% 10.0%

5.9% 6.4%

Business Convenient Stop for Drive Travel

6.0%

FIGURE 6. CRUISE COHORT BY SELECTED CRUISE LINE

Non-Cruise

Carnival 40.5%

A total of 74 parties embarked on a cruise from Port Canaveral, which makes up about 11.4 percent of reported trips. Carnival and Royal Caribbean were the carriers of choice for the majority of cruise travelers. In comparison to previously reported estimates, the proportion of travelers who selected Norwegian and other carriers rose markedly, while percentages for Royal Caribbean and Disney both fell.

Cruise

Business, private occasion and rocket launch were other frequently cited reasons for visiting the Space Coast. Together, these three items account for about 16.7 percent of all visits. Public event, show or festival, job interview and convenient stop for drive travel account for only 5 percent of visits. In almost all cases, the proportion reported in the non-cruise market is greater than its corresponding value in the cruise market.

FIGURE 7. WHAT TYPE OF MARKETING HAVE YOU SEEN? Airport Display............................................................ 14.4% Billboard................................................... 30.8% Floridaâ&#x20AC;&#x2122;s Space Coast Vacation Planner.................................................................... 17.4% Magazine Print Ad.................................................. 18.2% News Stories ........................................................... 15.5% Radio.......................................................................................... 6.9% Social Media Video .............. 47.9% Social Media Other ..............................................19.1% TV.............................................................................. 16.7% Website....................................................... 27.2% YouTube........................................................................................4.7% None of the above................................................ 17.1% The strongest marketing platforms observed by the overall market continues to be social media videos (48 percent), billboards (31 percent) and websites (27 percent); almost all other platforms experienced exposure rates between 14 and 20 percent. The two least effective platforms (radio and YouTube) were seen by less than 7 percent of respondents, while more than 17 percent reported not seeing any of the marketing types that were listed.

30 | VisitSpaceCoast.com

FIGURE 8. HOUSEHOLD INCOME 30% 25% 20.1%

20%

22.2%

15.8%

15%

15.3% 12.8%

9.8%

10%

4.1%

0%

Less than $25,000

$25,000 $49,999

$50,000 $74,999

$75,000 $99,999

$100,000 $124,999

$125,000 $149,999

$150,000 or more

The distribution of household income remains skewed towards higher end income brackets. The median household income in our sample is more than $75,000, which is significantly larger than the $61,372 median household income that was recently reported by the U.S. Census for 2017. About 60 percent of respondents reported a household income of $75,000 or more; this figure is about 6-points higher than previously reported estimates.

FIGURE 10. BREAKDOWN OF SPENDING, OVERALL

FIGURE 9. AVERAGE TRIP EXPENDITURE BY MARKET Overall

Cruise

$1600 $1,452 $1200 $1,009 $800 $473 $304 $400 0 Spending Per Party

Non-Cruise

3-Month Return

12-Month Return $1,598

$1,507

$1,257 $497

$433

$525

$700 $618 $500 $327 $300 $237 $169 $201 $107 $77 $83 $100 $55 Spending Per Party

Spending Per Person

Lodging Restaurants Recreation Retail

Gas

$243 $178 $80 $59 $84 $28

Transportation Other

$10 $3

$8 $3

Spending Per Person

A breakdown of average trip expenditures in the overall market ($1,452 per party) shows that about 65 percent of spending was for lodging expenses, and food and beverages purchased at local restaurants and bars. Lodging expenses were almost twice the amount spent on food and beverages. Recreation expenses and retail purchases together accounted for another 28 percent of overall spending.

Lodging Restaurants Recreation Retail

$700 $500 $392 $300 $118 $243 $73 $100 $9 $3

Transportation Other

FIGURE 12. BREAKDOWN OF SPENDING, CRUISE MARKET

FIGURE 11. BREAKDOWN OF SPENDING, NON-CRUISE MARKET

Spending Per Party

Gas

$27

Visitors to the Space Coast spent an overall average of $1,452 per party or $473 per person. Average trip expenditure in the cruise market was about $498 less per party and $193 less per person than expenditures in the non-cruise market; similarly, average spending in the 3-month return market was $341 less per party and $92 less per person than in the 12-month return market.

$700 $646 $500 $338 $300 $213 $111 $100

Lodging Restaurants Recreation Retail

$189 $57 $93

$9 $3

Spending Per Person

The average trip expenditure in the non-cruise market is about $1,507 per party or $497 per person. In comparison to the overall market, dollar expenditures are somewhat higher in each spending category; however, when dollar values are converted to percentages, the spending patterns in the two markets are generally similar.

Spending Per Party

$28

Gas

$73

$22

Transportation Other

$15 $5

$4 $1

Spending Per Person

The average trip expenditure in the cruise market was about $1,009 per party or $304 per person. In comparison to the non-cruise market, lodging was procured for about 2 nights less per party in the cruise market. As a result, expenditures in the cruise market were significantly lower in each of the four main spending categories: lodging, restaurants, recreation, and retail purchases.

VisitSpaceCoast.com |

31

Appendix continued FIGURE 13. SATISFACTION WITH SELECT ACTIVITIES

FIGURE 14. PARTICIPATION IN SELECT ACTIVITIES

Beach Activities................................... 4.48

Beach Activities....86.8%

Bicycling..............................................4.44

Bicycling....................................................36.6%%

Brevard Zoo/Treetop Trek................... 4.55

Brevard Zoo/Treetop Trek..................................30.5%

Eau Gallie Arts District...........................4.26

Eau Gallie Arts District.......................................28.7%

Historic Cocoa Village.......................... 4.35

Historic Cocoa Village....................... 49.1%

Historic Downtown Melbourne............ 4.36

Historic Downtown Melbourne............... 42.6%

Kennedy Space Center Visitor

Kennedy Space Center Visitor

Complex............................................4.67

Complex.....................................58.6%

Native Wildlife Viewing.......................4.44

Native Wildlife Viewing................. 54.6%

Orlando Theme Parks........................ 4.50

Orlando Theme Parks................................... 35.9%

Ron Jon’s/Cocoa Beach Surf Company.... 4.39

Ron Jon’s/Cocoa Beach Surf

USSSA Space Coast Complex................4.25

Company..................................... 56.8%

The Cove at Port Canaveral................ 4.44

USSSA Space Coast Complex ......................................15.3%

Westgate Cocoa Beach Pier.................. 4.28

The Cove at Port Canaveral.......................... 36.5%

Respondents were asked to rate their experiences with several Space Coast destinations and activities. On a scale of (1) very unsatisfied to (5) very satisfied, the weighted average score for the 13 activities listed was a robust 4.43. Since the last issue, almost all activities experienced a positive bump in satisfaction scores: bicycling, Brevard Zoo/Treetop Trek, Eau Gallie Arts District, and USSSA Space Coast Complex had the largest gains in satisfaction.

Westgate Cocoa Beach Pier................ 47.3% Survey respondents participated in about 5.74 activities while visiting the Space Coast. Beach Activities continue to be most popular activity with a reported participation rate of close to 87 percent. Kennedy Space Center Visitor Complex, Ron Jon’s/Cocoa Beach Surf Company, and Native Wildlife Viewing all had participation rates well above the 50 percent mark; these were followed by Historic Cocoa Village and Westgate Cocoa Beach Pier that had participation rates just under 50 percent. n

90% 90% 74%

32 | VisitSpaceCoast.com

Of those polled, would

Refer a Friend to Visit the Space Coast Of those polled, would

Return to Visit the Space Coast Of those polled, expect to

Return to the Space Coast Within a Year of their Last Visit

INSID E OUR DEST INATI ON MARK ETING With Florida’s Space Coast Marketing Director, Tiffany Minton Florida’s Space Coast has enjoyed record breaking numbers in the

reporting. We knew that when compared to other beach destinations

recently past fiscal year 2017-2018. Tourism growth has propelled

in Florida, space was our differentiating factor. Thus, it was imperative

annual bed tax revenues to over $15.5 million, and with the exception

to educate people that the space program was not over, but instead, was

of last September, the Space Coast has accrued over $1 million in

rebuilding, growing and evolving.

revenue every calendar month. This $15.5 million is the highest Tourist Tax Collection in recorded Space Coast history and we celebrate this milestone. However, we have had to overcome many challenges to achieve such success.

Another challenge was that the “Space Coast” and the individual destinations within were lacking a distinctive brand identity. Most of the population had heard of Cocoa Beach, the world famous beach and known as the East Coast capital of surfing since the sixties. It is also

When I came on board as the Marketing Director in 2015, it was a

Orlando’s closest beach – a tagline used for years in previous marketing

transitional time for our office. We had recently hired a new Executive

campaigns – but the other ancillary destinations needed a voice. So, we

Director, and he in turn hired a new marketing team with a content

decided to shift all of our messaging to the individual towns and cities

manager, research/data manager, and marketing director (me). Also

within our destination. We accomplished this by creating mobile-first

occurring at that time were many shifts in the marketing world

microsites for: Cocoa Beach, Melbourne & the Beaches, Port Canaveral,

due to the explosion of mobile phone use and digital & social media

Titusville, Viera, and Palm Bay.

marketing. So in hindsight, we were really a new team operating in a new environment and in need of a new strategy.

As we continue to keep our pulse on new trends in marketing and technology, we will remain true to what has brought us success, which

It was also a strange time for the Space Coast as a destination due to

is telling authentic stories about our diverse and unique destination.

the fact that the Space Shuttle fleet had been retired and many people

Please take a look at some of the creative and tactics that have taken

erroneously thought that the entire space program was finished. This

us this far!

was a misconception, but widely believed due to the onslaught of media

VisitSpaceCoast.com |

33

Out of Home Media: Billboards Floridaâ&#x20AC;&#x2122;s Space Coast is primarily a drive market so having a strong outdoor campaign is very beneficial. Not only is it cost-effective, we know from our traveler survey that billboards are our #2 driver of brand awareness. We now have 50 billboards on all major roads leading into our destination all the way from Georgia.

34 | VisitSpaceCoast.com

Out of Home Media: Airports Orlando is the number one tourist destination in the US with a record 68 million visitors in 2017. Since the Space Coast is a 45 minute drive from most theme parks, we market our beaches to the airport visitors by using beautiful, eye-catching imagery and fun, engaging video. This is also a great way to get in front of those visitors for the next time they come to stay on the beach, as opposed to in Orlando.

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Being a Space Coast local, I am very aware of all of the diversity and beauty found in our 72-mile long destination and the best way to show others is through video. Content is king, video is queen and paid Facebook & Instagram ads are one of the best ways to get specific content to the targeted audience that is going to consume it. We spend over $1 million annually on paid social media floridaspacecoast marketing.

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VIDEOS

Our team has created many different episodic videos for our YouTube channel, paid & organic social media, our Space Coast TV app and streaming tv commercials. Space Coast Live showcases beaches, dining, attractions and experiences a traveler can have here on Floridaâ&#x20AC;&#x2122;s Space Coast.

Space Coast Live

Fishing Adventures with JT Kenney

We utilize many different influencers and locals to help us have a more authentic voice and get in front of their audience as well.

24 Hours in Port Canaveral

36 | VisitSpaceCoast.com

Rocket Talk:

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41

Another Launching Pad Space Coast 42 | VisitSpaceCoast.com

THE 2018 WOMEN’S BASEBALL WORLD CUP: ANOTHER LAUNCHING PAD FOR THE SPACE COAST

BY MIKE SLOTKIN, Ph.D. In late August 2018, as most area schools were back in session, a new type of visitor arrived on the Space Coast to not only enjoy the usual great weather, beaches and launches, but also to make history. Florida’s Space Coast was fortunate to host the greatest assembly of female baseball players in the world, in a tournament known as the WBSC Women’s Baseball World Cup (WBWC).

Sanctioned by the World Baseball and Softball Confederation, and held every two years, the 2018 WBWC marked it’s first-ever appearance in the United States at the USSSA Space Coast Complex in Viera. Twelve teams, 240 players, managers and coaches, umpires and officials, and die-hard fans, all journeyed from across the globe to the playing fields of the Space Coast. Participating qualifiers included Asian entries (Japan, Taipei, Hong Kong, and South Korea), Caribbean teams (Cuba, Dominican Republic, and Puerto Rico), South American and European clubs (Venezuela and the Netherlands), North American squads (Canada and the United States), and Team Australia. That this tournament, a sporting

for the

world championship sponsored by the international confederation governing both softball and baseball, represented an amazing new opportunity for the Space Coast would be a major understatement. In this article, the Space Coast Tourism Journal looks back at the event – the competition, players, organizers, and tournament stakeholders – with the ultimate goal of exploring what this might mean for the Space Coast, and in particular, its tourism sector.

VisitSpaceCoast.com |

43

Think back a few years and locals will remember that at that time this tournament would never have been held here. Similar to the local organizing committees who formulate and tender Olympic bids, the venues hosting the WBWC also serve as both organizers and financial guarantors for the event. For the 2018 WBWC, the USSSA secured the hosting role for the Space Coast, at facilities – now greatly expanded – that formerly showcased Major League Baseball spring training as well minor league baseball. So while the loss of the Brevard County Manatees was palpable, the opportunities afforded by the Space Coast’s new relationship with USSSA (see Lynne Mims’ article later in this issue) are just now blossoming, with future possibil-

female baseball participants – provides a crucial subtext to the event, and is drawing increasing attention.

For Brevard County and, in particular, Space Coast Tourism, the 2018 WBWC contributed to the goal of room night procurement (heads in beds) and ancillary restaurant, retail, and recreational spending, the type of economic impact local officials envisioned from USSSA and its menu of activities.

At the micro level, highlights of these impacts can be gleaned in the accompanying Tourism Spotlight featuring a visiting Canadian family. Beyond these short term gains, however, lies the potential for future growth and development, of strengthened relationships with not only the World Baseball

ities unlimited. One thing is for sure – the WBWC never

and Softball Confederation but other international federa-

would have seen the shores of the Space Coast just two

tions. And it is here that USSSA is playing a long-game, utiliz-

short years ago.

ing the 2018 WBWC as a proving ground to further globalize its brand and enhance its bona fides. Logistical management,

But the Manatees did exit back in 2016, and that loss

marketing and advertising, television and social media cov-

bred new horizons to explore. For 10 glorious, hot and hu-

erage, event orchestration and financing, and the talent to

mid days in late August, professionals and amateurs, high

organize and coordinate these various levers was all on dis-

school students and forty-somethings, teachers, academ-

play at the USSSA Space Coast Complex. In truth, the long-

ics, and even some moms, converged on the Space Coast

game – whether the seeds from the 2018 WBWC flower

for what’s in essence a celebration of our national pastime.

With a passion richly held by all participants, and a celebrated American legacy of female participation in professional

into further hosting opportunities across the spectrum of specialty sports – is ultimately the greater imperative.

baseball, the games were a window into a sporting uni-

The Space Coast is renowned as a launching pad for

verse unknown to many current baseball fans. While the

space. As the 2018 WBWC moves into the rear view mir-

All-American Girls Professional Baseball League, immortal-

ror, the Space Coast Tourism Journal looks back at the com-

ized in film by the 1992 classic “A League of Our Own,” played

petition with an eye to the future. Will it be a launching pad

its last season in 1954, female professional baseball leagues

for USSSA? Further, and perhaps more importantly from a

presently exist and thrive in other parts of the world. That

societal perspective, will it be a re-launching pad for wom-

dichotomy – the vast difference in playing opportunities for

en’s professional baseball? n

44 | VisitSpaceCoast.com

WBWC TOURIST SPOTLIGHT

Dan Therien

Ashlynn Jolicoeur

The ideal of “passing the torch” from generation to generation was embodied in the experiences of many fans who attended the WBWC. Ashlynn Jolicoeur, a 7-year old baseball player from Ontario, Canada, is a case in point. Ashlynn and her dad, Dan Therien, traveled to the Space Coast for a multiday adventure based at the WBWC, where father-daughter combos were quite common.

Back in Ontario, Ashlynn is sometimes coached by Hannah Martensen, a 25-year-old right-handed pitcher for Team Canada. As she related to the Space Coast Tourism Journal, “When I go to Ottawa to visit with my Papi (Grandfather), I work with [Hannah].”

Early in the WBWC’s opening round, Dan and Ashlynn watched Hannah pitch versus Team Japan via USSSA’s television coverage. But according to Dan, his father stepped in and upped the ante.

“My dad knows Hannah, and he wanted to send [Ashlynn] to come and watch the Women’s Baseball World Cup so she can experience what it is watching a women’s game. She’s been talking about it for a couple years. She wants to be a Team Canada member one day, so it’s really cool for us to

dies’ baseball league available to her in Toronto when she turns 13, which just so happens to be where her favorite baseball player, Blue Jays Centerfielder Kevin Pillar, resides.

come here and have her watch. She’s been paying attention

During their four night vacation, Dan and Ashlynn enjoyed

to the game. She doesn’t take her eyes off the game too much,

many of the Space Coast’s amenities that tourists have come

and she’s really enjoying it. Even the game yesterday, U.S. and

to love. They stayed at the Fairfield Inn & Suites in Viera, one

Japan, she really enjoyed watching the game.”

of Brevard County’s newest accommodations, located on the

Back in Ontario, Ashlynn plays on a boys’ team, the AAA Whitby Chiefs. And similar to the stories of many of the players

ever-expanding Lake Andrew Drive. In addition to their time at USSSA Space Coast Complex, Dan and Ashlynn dined at area restaurants like Chili’s Grill & Bar, shopped at The Avenue

she looks up to, Ashlynn is the only girl on her team. She is also

Viera, and even found time between games for side trips to

a very talented player and has had many experienced coach-

the Andretti Thrill Park and swimming off Cocoa Beach.

es comment on both her advanced skills and high baseball IQ. During a recent regional championship contest, Ashlynn was

For the Space Coast, Dan and Ashlynn’s visit resulted in

selected as the MVP by the other team for her outstanding

$1,250 of expenditures on lodging, food, recreation, and inci-

game, turning two nice double-plays and going two for three

dentals. On a daily basis that equates to about $156 of spend-

with two RBIs. While she presently divides her time between

ing per person, but for Ashlynn, and her dream to one day play

baseball and hockey, Ashlynn knows there’s a competitive la-

for Team Canada, the trip was priceless! n VisitSpaceCoast.com |

45

The WBWC - Past & Present The WBWC hasn’t been around for long; in fact, the first event, sanctioned by the International Baseball Federation,

ment games are played over a 10 day period with one rest day between the opening and secondary rounds.

was held in 2004. It was also much smaller in scope; only five teams competed in the inaugural tournament, which

The history of the WBWC prior to the 2018 edition is one

was held in Edmonton, Canada. In 2014, the WBWC moved

of dominance by a select group of squads. Of the 21 medals

under the auspices of the World Baseball Softball Confed-

awarded in the previous seven tournaments, 18 had been

eration, which was birthed in 2013 by the merger between

won by teams from Japan (7), the United States (6), and

the International Baseball Federation and the International

Canada (5). Team USA won the first two WBWCs, beating

Softball Federation. That merger, whose antecedent can be

Team Japan on both occasions. Overall, Team USA has been

traced to the International Olympic Committee’s exclusion

awarded two gold, two silver, and two bronze medals at the

of baseball and softball beginning with the 2008 Olympics,

event. But it is the Japanese club that has placed a perma-

provided for a collective alignment of both sports with an

nent reservation on the Championship Game, playing in ev-

emphasis on opportunities for both males and females. The

ery Gold Medal Game since the tournament’s inception. Af-

World Baseball Softball Confederation now has the Inter-

ter losing to Team USA in the 2004 and 2006 WBWC Gold

national Olympic Committee’s imprimatur as the governing

Medal Games, Team Japan, coming into the 2018 event,

body for baseball and softball, and both sports will return

had reeled off five consecutive championships, dispatching

for the Tokyo Games in 2020.

Team USA and Teams Canada on two separate occasions and Team Australia once. In fact, the last time the Japanese team was beaten at the WBWC was 5-2 American victory in August 2012.

Team Japan’s superlative performance is not that hard

From its more limited beginning, the WBWC has now ex-

to grasp. Since its introduction by an American professor

panded to 12 teams, seeded into two brackets of six. The

in 1872, baseball has become Japan’s national team sport,

tournament opens with a round robin of five games in which

where men and women both have professional leagues to

each team plays the other clubs in its bracket. Upon com-

hone and cultivate their talents. If you compare to soccer,

pletion of the opening round, the top three contestants in

and think about the recent 2018 FIFA World Cup, or next

each bracket are then grouped together into a super brack-

summer’s 2019 FIFA Women’s World Cup, most if not all

et, where each team now plays the three squads they have

of the soccer players participating on their national squads

yet to square off against. In this super round, records are

will be drawn from professional club teams. That is their

based only on those games against teams also in the super

vocation, for which they are remunerated. So while Team

bracket. Thus, a new round robin of five games is now es-

USA’s ladies national team is drawing soccer players (as well

tablished. The top four teams in the super bracket are then

as hockey and basketball players) from professional ranks,

pitted against each other in a Gold Medal Game (1 vs. 2) and

its baseball team draws its talent from the ranks of teachers,

Bronze Medal Game (3 vs. 4). The teams that do not make

firefighters, marketing specialists, etc., all maintaining their

it to the super round place into a consolation round which

baseball chops in an environment with little institutional

also entails an additional three games. In total, 50 tourna-

support.

46 | VisitSpaceCoast.com

The typical story for many of the American as well as Ca-

more than 75 years ago. And there are a group of dedicated

nadian players participating at the WBWC involves playing

women who are trying to change these circumstances. During

baseball as a youth in boys’ bantam and little leagues (al-

the media run-up to the event, The World Baseball Softball

though girls’ leagues are sometimes available) and then pro-

Confederation Women’s Baseball World Cup® 2018 Trophy

gressing to the boys’ high school squad. In most circumstanc-

Tour Presented by Florida’s Space Coast was held, bringing

es they’re the only girl on the team. As college approaches

the trophy to be awarded for the 2018 WBWC to seven Ma-

something of a devil’s bargain emerges. Focus on softball with

jor League Baseball ballparks. From early July to mid-August,

its potential for an athletic scholarship or stick with baseball

fans in Washington, D.C. (Nationals Park), New York (Citi

via adult recreational leagues. Given the exorbitant cost of

Field), Boston (Fenway Park), Miami (Marlins Park), Chicago

higher education, it’s not much of a call. Many players do keep

(Wrigley Field), Tampa-St. Petersburg (Tropicana Field) and

their feet planted in both worlds, and certainly after college

Atlanta (SunTrust Park) were able to see the trophy on display

many ladies do return to baseball through community men’s

as well as meet members of Team USA and players from the

leagues. But despite the perception, the sports aren’t really

All-American Girls Professional Baseball League. Within this

identical in technique, and the lack of playing opportunities in

multi-generational tour were two professional alumni who

baseball is quite burdensome for those women who love the

are trying to expand the playing possibilities for their grand-

game and want nothing more than to play it regularly.

daughters. The Space Coast Tourism Journal had the opportunity to speak with Maybelle Blair and Shirley Burkovich at

This is somewhat ironic for the nation that invented the game and first showcased women’s professional baseball

the 2018 WBWC, and their interview is provided in the pages which follow. n VisitSpaceCoast.com |

47

AN INTERVIEW WITH:

“A League of Their Own”

MAYBELLE

BLAIR,

ALL-AMERICAN

GIRLS

PROFES-

SIONAL BASEBALL LEAGUE, PEORIA REDWINGS (MB); SHIRLEY BURKOVICH, ALL-AMERICAN GIRLS PROFESSIONAL BASEBALL LEAGUE, CHICAGO COLLEENS, SPRINGFIELD SALLIES, ROCKFORD PEACHES (SB); DR. KAT WILLIAMS, PRESIDENT, INTERNATIONAL WOMEN’S BASEBALL CENTER & PROFESSOR OF HISTORY AT MARSHALL UNIVERSITY (KW).

I was one of the rule breakers, but other than that, no similarity between me and the character.

(MS): So as a teenager you left for Rockford, Illinois? What was your routine there? Did you play every day?

(MB): Yeah. And doubleheaders on Sunday. I think we played 112 games. Anyway, it seemed like it was 112.

(SB): And we traveled by bus…no train.

(MB): Just like in the movie, by bus.

Interviewer: Michael Slotkin, Space Coast Tourism Journal and FIT (MS)

(MS): Looking back on it now, what are your memories like?

(MS): Okay, so the obvious question: In the movie A League

(SB): It was absolutely the best time of my life.

of Their Own, are you actually represented by somebody in the

(MB): Oh, absolutely it was the best time of our life, and we

movie?

want to give these girls a chance to follow in our footsteps

(MB): Not really. They called me, “All the Way Mae” (like

and have another league of our own. This is what we’re

the character played by Madonna), but it’s not true. I guess

working so hard for. And we’re trying to establish Rockford,

48 | VisitSpaceCoast.com

Was it the best time of your life?

Illinois as the home for women’s baseball. The International

(MS): And where did you live?

Women’s Baseball Center (IWBC) … we’re working very hard

(SB): Well, originally, I’m from Pennsylvania, near Pittsburgh.

towards that goal. We just got a $200,000 donation, and we

And then I moved to California and that’s where I spent my

are looking for ways to get more money, and we’re going to

time with the telephone company (Pacific Bell).

get it. We’re going to do it.

(MS): Okay, now during those 11 years, I’m sure the friendships

(MS): Do you think there’s a chance that another women’s profes-

you formed, did they end up being the best friendships of your life?

sional league takes hold in the U.S.?

(MB): Some yes. Some girls came into the league early (clos-

(MB): Absolutely. That’s what we’re going to do. We’re going

er to 1943). Some came in late (closer to 1954). Some of the

get that league going again.

friendships, yes, you know, the ones you actually played with on your team. But, other than that, our reunions are what

(MS): I noticed last night, during Team USA’s game against Japan,

have gotten us back together.

the Japanese ladies actually have a professional league. So the polish that they have is based on the fact that they are playing every day and drawing paychecks from it.

(MB): That’s exactly right. Our girls, on the other hand, have to work. They have to go to school or whatever, and they’re not paid any money. They come out here for their heart. This

(MS): When did the reunions start, and how often do they occur?

(SB): 1988 was MY first reunion, but they held mini reunions in Fort Wayne, Indiana in the early 80’s.

(MB): We now hold them once a year, and this year, it’s going to be in Kansas City.

is why we need to do another league of their own to give our

(MS): So, back at those early reunions, there were some girls you

girls a chance to play baseball instead of softball. Well, the

hadn’t seen in probably 30 or 40 years?

good ‘ole boys keep pushing the girls into softball, and they

(SB): 40 years.

don’t want to play softball. Once they get through playing high

(MB): Oh, many years. You’d better believe it.

school baseball, there’s no place for them to go. They have to go to softball because of college scholarships.

(MS): With all the children and grandchildren in tow, what’s it like when they realize that Grandma played baseball?

(MS): You started playing when you were teenagers. Do you recall

(MB): Oh, they’re so proud that Grandma actually did it. And

when the league basically disbanded?

some of their daughters are very, very good ball players. And

(SB): ‘54. 1943 to 1954…12 seasons.

naturally, they’re bringing their kids up to play ball. So, we’re

(MS): After it disbanded, you were still relatively young people.

very happy about it.

What did you do with the rest of your lives?

(MB): Well, I went to work at Northrop Aircraft in California.

I was very fortunate in those days, because you know women were supposed to go home and put on their aprons, raise the babies, and stay home. I was very fortunate that I was hired

by Northrop Aircraft, and I became the third woman manager at Northrop Aircraft.

(SB): I thought baseball was going to be my career. I didn’t

(MS): How do you get local communities to actually establish fe-

plan on anything else. So, when the league disbanded and I

male teams? Could there be a sponsorship of say a national girls’

had to go get a real job, I went to work for the telephone com-

baseball championship, and then you challenge communities to

pany. I spent 30 years with them and retired.

put together clubs?

VisitSpaceCoast.com |

49

(MB): See this is what we’re trying to do. To build baseball

(MB): Well, not exactly. Dr. Kat Williams, Attorney Don-

up, step by step. This is why we so desperately want to es-

na E. Cohen who you met at the TDC meeting ... there was

tablish Rockford, Illinois as the home for women’s baseball,

about 15 of us who started it. We actually met at this house

a home for women to play in. To be their home like the boys’

in Sunset Beach, California. We said we’ve got to do some-

little league has in Williamsport, Pennsylvania. If we could

thing - we just can’t be dragging our feet on this. We’ve

get this established, it will support having teams sprout up

got to establish something and get it going. We decided

all over the United States. We just had 300 girls come to

to form an organization and started a 501-c3. And then in

Rockford to play ball from all over the United States, and

four years, we acquired 1.6 acres of land right across from

three teams from Canada.

where the Rockford Peaches played. We had a building there that had to be demolished, which we did. We paid

(MS): Can you tell us a little more about the International

for that all. We had $30,000 of debt that we begged, bor-

Women’s Baseball Center?

rowed, and finally somebody donated and paid that off for

(MB): Our home in Rockford, Illinois is where the original

us. So now we’re free and clear. Now all we need is some

Rockford Peaches started the game. Presently our facilities

good sponsors and we’ll have it on our way.

are not quite what you see here at the USSSA Space Coast Complex, but we’re trying to build it up right now. We have a stadium there we can play in, and the field itself is pretty, but we need to build stands around it. And we’ve now

(MS): Do you have a website for your group?

(MB): We sure do. By the way this is our president, Kat Williams.

cleared enough money to put the fence around it. We also

(MS): Hi Kat.

own the property across the street to build both our muse-

(KW):

um and training center. So, now we’re trying to get Major

And, we’re also on social media – Twitter and Facebook.

League Baseball to help us, and we’re taking in donations

The website is actually undergoing some construction right

and everything to get started on the building itself.

now, but it’s there. And the plans for our building are up

Hi. It’s InternationalWomensBaseballCenter.org.

there as well. We have Cambridge Seven Associates, which (MS): It sounds like you’re really actively involved in the IWBC.

is a pretty major museum design firm, designing the build-

(MB): Oh, we’re actively involved. I’m a Director and Shir-

ings for us. And those plans are up on the website. Along

ley’s the Treasurer.

with the mission statement, Executive Board, and other in-

(SB): We’re on the road a lot trying to recruit for our cause.

formation folks need if they want to find out more about us.

We’ve only been organized four years, and we’ve accomplished so much in that time.

(MS): Were you two the principals who started the IWBC?

50 | VisitSpaceCoast.com

(MS): Thanks, ladies.

(This interview has been edited for brevity and clarity) n

2018 WBWC Tournament

One of the comparative advantages of hosting the 2018

As play unfolded during the opening five-game round rob-

WBWC on the Space Coast is that it’s the only place on Earth

in, the brackets tended to follow a predictable path. The top

where you can hold your opening reception under the can-

seeds in Group B – Team Japan and Team Canada – domi-

opy of Saturn rockets, the propulsion system that sent the Apollo astronauts to the moon. On the evening of August 21,

nated their division with an undefeated (i.e., 5-0) and 4-1 record, respectively. In their head-to-head match-up, Team Japan edged Team Canada 2-1, as Japan’s immaculate small

within the majestic grounds of Kennedy Space Center Visi-

ball game – fastidious defense, superior base-running, and

tor Complex, that’s precisely what happened. Hundreds of

solid pitching – overcame the Canadian bats, who proved to

players, coaches, umpires, team officials, World Baseball and

be the best hitting team in the tournament. In a similar fash-

Softball Confederation officials, local stakeholders and other

ion, Team USA and Team Taipei rose to the top of Group A,

dignitaries gathered for a community dinner and celebration under the ambience of lunar exploration and with the legacy

with their head-to-head match-up and what would prove to be a medal-determining game won by the Asian squad 4-3.

For Taipei, Chiao-Yun Huang pitched a gutsy, 5-hit, complete

of those early missions encased and on display. It was indeed

game gem, which essentially turned out to be the match for

a marvelous evening, and the competition began, in earnest,

the silver medal. Both teams finished the opening round with

the following morning.

4-1 records.

VisitSpaceCoast.com |

51

In the second round, the top three teams from each bracket played games against each other, retaining only the record they had in the first round against other teams that also made it into the second round. Thus, while Team Taipei and Team USA both had 4-1 records in the opening round, Team Taipei started the second round with a 2-0 re-

Team Canada battled for the bronze.

The Bronze Medal Game lived up to its billing; two familiar, North-American opponents contesting a nip and tuck affair. Team USA scored early, taking 2-0 lead in the bottom of the first. The American squad held the Canadians in check

cord, while Team USA had a 1-1 record. Both teams would

until the top of the fifth, when second baseman DaphnĂŠe

proceed to beat Team Canada and the Dominican Republic

GĂŠlinas slammed a 3-run homer to give Team Canada the

in the second round, while losing to Team Japan, enabling

lead. Team USA rallied to tie the game up in the bottom of

Taipei to finish as runner-up in the second round standings.

the seventh, and the two sides battled into extra innings

Consequently, Taipei would end up squaring off against an

with Team Canada ultimately prevailing in the 10th in-

undefeated Japan for the gold medal, while Team USA and

ning. The bronze medal was theirs, with Team USA record-

52 | VisitSpaceCoast.com

ing a fourth place finish. For the American squad, individual

having pitched for Team Japan in the event since 2010, and

honors were awarded to relief pitcher Megan Meidlinger,

receiving the starting nod for Japan in both 2014 and 2016

who was named to the All-World Team, as well as Megan

Gold Medal games in which she earned the wins as well as

Baltzell, Team USA’s power-hitting right-fielder/designated hitter. Baltzell would lead the tournament in home runs (2), was second in RBIs (12), hits (13), and doubles (4), and third in batting average (.500). At just 24-years-old, Baltzell and other young players like Anna Kimbrell, Jade Gortarez, Kelsie Whitmore, and Martina Sementelli provide a strong nucleus for future American squads.

tournament MVP awards. In 2018 she once again closed the deal for Japan, earning the tournament’s MVP award as well as beating the teams that would end up placing second, third, and fourth in the competition.

As a 23-year-old rookie, Ayami Sato began pitching in the Japan Women’s Baseball League in 2013, and like many play-

The Gold Medal Game featured an old-familiar hand (Team Japan) along with a first-time participant (Team Taipei). Not unexpectedly, Japan cruised to a shut-out victory, 6-0. On the rubber for Japan was one of the world’s greatest pitchers, Ayami Sato, who led the tournament in victories with three,

ers on Team Japan, has the experience of day in and day out competition at the highest level. For North American women baseball players, the story is somewhat different. To provide this perspective - the pursuit of baseball in the context of all

and finished with 19.0 innings pitched. Her overall ERA was

life’s facets - the Space Coast Tourism Journal turns the spot-

0.37, and once again she was named to the All-World Team.

light on Team USA’s Stacy Piagno and Team Canada’s Amanda

Sato has had something of a stranglehold on this competition,

Asay for the following in depth profiles.

VisitSpaceCoast.com |

53

STACY PIAGNO, TEAM USA “I am a pitcher!”

Stacy Piagno, a right-hander from St. Augustine, Florida, led Team USA in innings pitched (15.0), complete games (2), and shut-outs (1). A veteran from the 2012, 2014 and 2016 World Cup teams, Stacy also pitched in the 2015 Pan Am Games in Toronto, where she finished off the Gold Medal Game for Team USA, earning the win in their 11-3 victory over Team Canada. Earlier in the tournament, Stacy tossed a no-hitter against Puerto Rico, which is believed to be the first and only no-hitter to have been completed in women’s baseball.

Like many female players, Stacy’s story is somewhat familiar, as she recalled for the Space Coast Tourism Journal: “I grew up playing little league baseball. It was me and one other girl in the league. Then after little league, the year before high school, I played in a police athletic league; the PAL League. That was a travel team, and I was the only girl there. I was actually the first girl to be on that team. Then going into high school, I played on the boy’s team as well, and I was the only girl in our district that played.”

With a college softball scholarship beckoning, Stacy

corded her first victory, and became the third woman to win a men’s professional game dating back to the 1950s. Stacy recalled those magical summers: “I loved our team in Sonoma - the guys were so great, to

enrolled first in Flagler College and then the University

both me and Kelsie Whitmore. They were the best group of

of Tampa, where she graduated in 2013. All the while she

guys that we could’ve wished for. They really took us in un-

maintained her baseball skillset by playing on the U.S. na-

der their wing and they were like our brothers/best friends.

tional team, competing in international tournaments during

They coached us, and they were so supportive. We felt re-

the summer months. In 2016, Stacy signed with the Sono-

spected by them. They were cheering for both of us every

ma Stompers, a California-based independent team and a

step of the way, and it was a really great experience. We

member of the Pacific Association of Professional Baseball Clubs, where she played professional baseball in a men’s league along with her U.S. national teammate Kelsie Whitmore. Stacy and Kelsie became the first women to play professionally on the same team in 60+ years.

couldn’t have wished to be paired up with a better ball club.”

The sands of time cascade, and Stacy, now 27-years-old, competed in the 2018 WBWC on leave from her position as a kindergarten teacher, a job she loves. Summers off keep

Fast forward to July 15, 2017 and Stacy Piagno faced the

the baseball option open, and the 2020 WBWC is not far

Pittsburgh Diamonds in what was her first start of the 2017

off. Her passion for the game, and her identity as a baseball

season. Seven innings, four hits, and one run later, she re-

player, is unwavering:

54 | VisitSpaceCoast.com

“I can sit here and name all the differences between base-

opportunities that are more available to females, and I

ball and softball, but I think the biggest thing – and it’s per-

think that it is great that those opportunities are there, but

sonal to me, is that I am a pitcher. I am a baseball pitcher. That

it would be awesome if women’s baseball was an option as

is my position. That is the reason that I love baseball. I love

well. I’ve been asked why I play baseball or why I’m not play-

to pitch. Going to play softball, I don’t have that opportunity

ing softball a lot of times, and you know, I never wanted

to pitch. I don’t even know how to pitch softball. Comparing

to give baseball up, and I was lucky enough to find a way

baseball to softball is like comparing ping pong to tennis. Yes,

to play the whole time growing up. I was on the national

you have a racket, and yes, the goal is to hit the ball back and

team in 2005, which was before I started college, so luckily

forth over the net. But we don’t say to Serena Williams, ‘Hey,

the motivation and the opportunity to play baseball all the

Serena. You’re not allowed to play tennis anymore because

way through was there for me.”

you’re a girl. You have to go play ping pong, because that’s what society tells you that you have to play.’ I mean yeah, I’m

Earlier in her career, Amanda was known as much for her

sure she would be good at ping pong, but that’s not what she

bat as she was her arm. During the 2006 WBWC, she was

wants to play. Her passion is tennis; mine is baseball.”

named to the All-World Team, knocking in nine RBIs during

AMANDA ASAY, TEAM CANADA “I never want to give baseball up …”

If tournament medals awarded at the WBWC were actually rings, Amanda Asay would’ve earned “one for the thumb” in 2018. A member of the Canadian national team since 2005, Amanda and her teammates won bronze medals in 2006 and 2012 along with silver medals in 2008 and 2016. The bronze

the course of the tournament and batting a hefty .500. She has the reputation of being something of a baseball strategist, appreciating the cerebral aspects of the games as much as its physicality. And that really shouldn’t be surprising given that Amanda will soon be known as Dr. Asay. In December 2018, she’s expected to defend her dissertation in forest and conservation science from the University of British Columbia. To movie buffs, her research seems like a cross between Avatar and the Lord of the Rings, as she explains:

medal awarded to Canada for their victory over Team USA in the 2018 WBWC completed the thumb for Amanda, who opened the bronze medal game as a starting pitcher. She pitched into the sixth inning and left with the lead in a game Team Canada would eventually win in the 10th inning. For the tournament, Amanda led Team Canada in games started (3), complete games (2), and innings pitched (17.2), winning two games and carrying an overall ERA of 1.58. She also performed at the plate, batting in two runs with two hits in four at bats.

Hailing from the town of Prince George (pop. 90,000) in northern British Columbia, Amanda first learned about the game she loves from her father George, a youth coach. In a conversation with the Space Coast Tourism Journal, Amanda looked back at her childhood and young adult years: “I played T-ball and little league when I was young, and when I was in high school I played a little bit of both softball and baseball. And then I went to college in the U.S.; I actually went to play ice hockey at Brown University, where I also joined the softball team. Those are definitely the VisitSpaceCoast.com |

55

“My research

is kin recognition and selection be-

Whether or not the 2018 WBWC ends up being Aman-

tween coniferous trees. We’re growing seedlings together

da’s last rodeo with the Canadian national team remains to

in closely-related or unrelated groups, and seeing how

be seen. Post-PhD life is sure to reduce her schedule flexi-

their growth patterns and behaviors differ based on who

bility to some degree, but she remains hopeful. As for the

they are growing with. The short of it is that it does ap-

working world, Amanda’s interests are well defined:

pear that trees behave differently depending on how related they are to their neighbors. Which implies they can

“I definitely lean heavily towards environmental con-

recognize each other as closely-related individuals, and in

sulting, being able to work with all sides, developers and

a lot of ways they facilitate growth among family groups,

researchers and conservationists, trying to find an ideal

which is pretty interesting stuff. And the broader research

solution to some of the ecological issues that we’re facing

that I’m a part of has more to do with below ground fun-

here in the near future. British Columbia’s had major wild-

gal networks called mycorrhizal networks. A lot of transfer

fire problems in the last few summers and also some flood-

of nutrients and resources occurs below ground through

ing, which oddly goes together for us recently. So, consulting

interconnected trees. And we think that that’s a major

or research with the ministry is sort of the aspect that I’m

player in how these trees are being able to recognize one

really interested in, trying to find some solutions to those

another, and the way in which they cooperate.”

problems that we’ve been seeing.” n

56 | VisitSpaceCoast.com

The Launching Pad It’s autumn now, and those hectic days of July and August

(i.e., broadcast = 398,000 reach; print = 193,000 reach). Col-

are comfortably past. The frenzy of the trophy tour and the

lectively, the 860 million media reach derived from almost

24/7 cognitive overload in running the 2018 WBWC are

3,500 media mentions constituted an equivalency publicity

sufficiently dissipated to take stock of the event’s ulterior

value of about $1.1 million.

purposes: to enhance USSSA’s global brand and position the association for future international cup hosting opportunities as well as stimulate further possibilities for women’s baseball. For USSSA and Florida’s Space Coast, those ships are aligned, as success for one is success for all.

From a short-term, economic impact perspective, the 2018 WBWC, as evidenced by the earlier Tourism Spotlight, was successful in generating room and meal procurement as well as retail and recreational purchases. As the event’s

It is in the area broadcast coverage, however, that USSSA really made its mark. Video coverage of the competition was outstanding, and it is not hyperbole to say that exposure was almost universal. According to Jami Lobpries, PhD, USSSA’s Vice-President of Marketing, about 3.5 million video views were recorded from 212 countries or territories. All told, about 13.6 million social media impressions were generated from USSSA’s video coverage. While it’s safe to say that or-

guarantor, USSSA was responsible for providing three meals

ganizing, financing, and managing an international sporting

and a snack per day to the competition’s 240 players as well

championship for a world confederation presented plenty of

as coaches, umpires, and associated tournament officials, for

learning opportunities for USSSA, the event’s video cover-

a minimum of 12 days. For the players alone that constitutes

age certainly opened the eyes of many observers.

a buy of more than 11,500 meals, exclusive of the counts for non-playing personnel as well as the event attendees.

For USSSA and World Baseball and Softball Confedera-

In a similar fashion, room nights were also guaranteed by

tion, the 2018 WBWC was really the culmination of an exer-

USSSA, for the equivalent time period. Many of the teams

cise in relationship building. Accordingly, and in closing this

also had vibrant friend and family traveling delegations visit-

piece, the Space Coast Tourism Journal interviewed two of

ing on their own dime. Japan and the Netherlands, for exam-

the most important stakeholders in that process, the World

ple, both had strong followings, as did Taipei.

Baseball and Softball Confederation’s President, Riccardo

But as stated earlier, the 2018 WBWC was really about the long game: building reputational capital with international sporting federations by establishing event management bona fides and further enhancing USSSA’s global brand. And here, the story is quite favorable. The Space Coast Office of Tourism commissioned World Cup Media Coverage Report, conducted by Butin Integrated Communications, reveals a

Fraccari, and USSSA’s Vice-President of Global Sports Baseball, D.J. Wabick. And while no guarantees were stipulated, the future prospects for international tournaments at USSSA’s Space Coast Complex are certainly bright.

As for “igniting” the right conversations concerning women’s baseball in the United States, there is a sense of opti-

total media reach – internet, broadcast, print, and other – of

mism, of tail winds beginning to form. If one of the legacies

greater than 860 million. As an example, almost 66 million

of the 2018 WBWC’s inaugural appearance in the United

people saw Yahoo!’s introductory article on the trophy tour,

States is more equal playing opportunities for girls and wom-

while another 26 million people eyed MLB.com’s opening

en in our national pastime, that would be the truest measure

piece on the WBWC. While the Internet was the dominant

of success. So on behalf of Florida’s Space Coast, see you at

mode of diffusion, traditional media also played a vital role

the ballpark! n VisitSpaceCoast.com |

57

AN INTERVIEW WITH:

D.J. WABICK, USSSA SENIOR VICE-PRESIDENT OF INTERNATIONAL PROGRAMS (DJW) Interviewer: Michael Slotkin, Space Coast Tourism Journal and

(MS): What’s your background in baseball? Did you play pro-

FIT (MS)

fessionally?

(MS): Hi D.J. – can you tell us your official role and principal

(DJW): All my life - I played high school, college, and pro-

responsibilities with USSSA?

fessionally. I was drafted out of high school by the Chicago

(DJW):

I’m the Senior Vice-President of International

White Sox, but I decided to attend college. I was drafted out

Programs; I oversee specifically international baseball and

of college by the New York Mets. I played parts of five sea-

softball, and up to this point we’ve primarily run a lot of

sons; I made it up to Triple A, and it became a point where

developmental programs internationally. About three or four years ago, USSSA ended up partnering with the WBSC (World Baseball and Softball Confederation) on some coach

I looked at my playing career and I knew that I had kind of reached my ability level. After a knee surgery in 2010, I

development clinics where there’s multiple requests from

stepped away from playing. Full disclosure, I got healthy. I

different member federations around the world. The WBSC

just took it as a sign for me to stop. I called the Mets organi-

receives the request, and we worked hand in hand to bring

zation as I was still under contract, and I said, “I’m going to

in qualified instructors to teach agreed upon levels of base-

step away from playing, and I want to pursue other avenues

ball/softball “curriculum” that aid in the development of those attendees. At that point, obviously, the relationship began to blossom between USSSA and WBSC, and that’s

within the game where I can now use my background to get involved in the business side of sports.”

when we started talking about the possibility of bringing a World Cup to the United States. Those discussions were

(MS): USSSA serving as the host and guarantor for the 2018

successful, the Women’s Baseball World Cup (WBWC) was

WWBC at their Space Coast headquarters is certainly a new

agreed upon, and I am now occupied with helping oversee

adventure for your organization? What are USSSA’s chief objec-

the relationships with WBSC and the flow and function of the 2018 WBWC with USSSA as host.

tives and hopeful takeaways from the tournament?

(DJW): I think we (USSSA) have always had the vision of

In years past, the international travel was extensive be-

being a global brand, and to really be a global brand, there’s

cause when we first launched into relationship with WBSC

obviously some different things you can do. For example,

we focused on some of the development programs. If we

running some of the development programs, but we also

truly wanted to be impactful and help grow the coaching level globally, we felt it was important to have consistency in the teachings. In other words, I didn’t want to sit in the

wanted to be able to host and help bring the WBSC as a partner into the United States - continuing to strengthen

“ivory tower” of the U.S. and act like I knew the landscapes

that relationship is definitely a high priority. I also think, and

of different European or African countries.

you know this is something I’ve said a lot, that USSSA is a

I actively collaborated with many stakeholders, met with the federations of each country and the coaches to help instruct the classes. I then attended multiple international

multi-sport association and our chief objective is always to provide the benefits to our memberswhen you consider the 4.5 million people in our association, part of our mission is

meetings, whether it’s development meetings or executive

to continue to give them something to strive for and some-

congresses.

thing that they can reach for.

58 | VisitSpaceCoast.com

When you look at the WBSC, you look at World Cups and

the U.S. to women playing our national pastime, and to bring

the game being back in the Olympics, and you look at the

a little more visibility to our members, really strikes home the

WBSC being that body that brought baseball/softball back

idea that you have the right to choose whatever sport you

into the Olympics. For us to bring in a WBSC sanctioned

want to play, there’s outlets for you. You want to play fast

world tournament brings a reality to our members that the

pitch? Play fast pitch. You want to play baseball? Well, there

sport is here and it’s global. You might be 10, 11, or 12-years-

are opportunities. I think for us it was let’s bring the biggest

old right now, but one day you can potentially participate in

global event for women’s baseball to the U.S. and let’s see if

these types of events.

we can help grow the sport, unite the sport, and bring visibility to the game.

It also provides a spotlight on the fact that women’s baseball is really big in a lot of countries. It really hit me as I start-

(MS): How do you measure success for this event? Is it a financial

ed traveling - being from the U.S., the larger sports and our

metric? Is it a marketing metric? Is it a short room measurable or

mainstream sports are collegiate level sports. But globally,

do you think it’s going to take a period of time for the benefits of

women’s baseball is here. So to bring a little more visibility in

hosting the WBWC to be understood?

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59

(DJW): I think it’s a very detailed response. Look, we all get

us an award for hosting the event and recognition for obvi-

that money is important and obviously you want to suc-

ously a job that was well done. And two, the feedback we

ceed from a revenue perspective, but a big part of it for us

got from WBSC President Fraccari, and I think there’s dif-

was providing the correct platforms, providing the correct

ferent quotes that can be looked back on, was that it was an

conversations - or better put, igniting the correct conver-

extremely, professionally run event, the facility and commu-

sations. It’s going take some time to see how all this will

nity was outstanding, and they very much enjoyed the time,

fully play out. Did it start the appropriate conversations for

the facility, and were impressed with how it was run. They

those who are interested in women’s baseball? Did it bring

were impressed with everything from operations and broad-

the WBSC more into the United States? Did it help USSSA

casting qualities to the staff and personnel. For me, being

internationally?

part of USSSA, to get that kind of recognition for our staff,

When you speak specifically of women’s baseball, I do think that based on the calls and correspondence that I’ve received, it has been a success because a lot of people are having conversations around it now. It’s a big push currently in the U.S. market, whether it’s through MLB (Major League Baseball) or whether it’s through us. With that, I’m also not naïve; I know that right now I would consider this a success

was probably the best compliment we could have received.

(MS): Okay, one last question. As a former player, who I’m sure had role models growing up, how important is showcasing the best female baseball players in the world for the development of the next generation of players?

with the type of conversations that are taking place. But to

(DJW): Well, when you think about USSSA hosting this

truly be a long-term success, it’s about step two and three

competition, our main job was to make the event real - and

and how we capitalize on these initial conversations to help

when I say event, it’s not just the games or the opportuni-

continue to grow the sport.

ties but the athletes. I sometimes say that if as a kid, if I would have been able to meet my idol who was Ken Griffey Jr., and spend time with him, or get an autograph from him, or have a short conversation, it would have impacted me for a long, long time.

Throughout the WBWC event and the earlier trophy tour, you saw the USA National Team players appear, and all these little girls lined up to get their autographs and they were ecstatic. I sat back at times during this event seeing

(MS): What are the odds that USSSA’s Space Coast Complex

the different countries play, and you realize that these

will host future world championship tournaments in either

women are the top players in the world, and our fans and

baseball or softball?

our membership had the ability to really feel that. They had

(DJW): (Laughing) Hey, let us catch our breath, the WBWC just ended! These are huge events to run, and as one ends, you’re a little tired, exhausted actually, but I believe those opportunities will exist for hosting other international events. They [WBSC] liked the coverage, they liked the facility, they liked the personnel; it ran great, so there’s no reason for them not to return.

the ability to reach out, touch them, get an autograph, and it was impactful for sure. I believe the whole mission of the trophy tournament leading up to the WBWC was connecting the generations. From the former players who we got to know through movies like “A League of Their Own,” to the current national teams, and to the future, younger generation of players. So I think this event went a long way in providing a full circle narrative.

I did attend the WBSC Executive Congress on the Saturday following the competition, for two reasons. One, they gave 60 | VisitSpaceCoast.com

(This interview has been edited for brevity and clarity) n

AN INTERVIEW WITH:

RICCARDO FRACCARI, PRESIDENT, WORLD BASEBALL & SOFTBALL CONFEDERATION (RF) Interviewer: Michael Slotkin, Space Coast Tourism Journal and FIT

With that said, the decision to merge was not directly relat-

(MS)

ed to the exclusion from the Olympic Program, but I strongly pushed for it as I was, and still am, sure it would significantly

(MS): To what extent was the merger of the International Base-

help our Olympic cause thanks to a more efficient organiza-

ball Federation and International Softball Federation precipitated

tion, new synergies, and the gender balance that comes with it.

by the International Olympic Committee’s decision to exclude both sports beginning with the 2008 Beijing Games, and what role did

(MS): In addition to renewed participation in the Olympics start-

you play in bringing merger talks about?

ing with the 2020 Tokyo Games, what other advantages have been conferred to the respective softball and baseball divisions of

(RF): I have always been supportive of the two sports, at all

the WBSC by, in essence, combining forces?

levels, working together in one combined organization. In Europe it is very common – and through my 15-year experi-

(RF): On top of all mentioned above, the most significant ad-

ence as President of the combined Italian baseball and soft-

vantages coming with the merger are surely related to the de-

ball federation – I could personally verify the potential that

velopment projects at the grass roots level, and consequently,

goes along with working together, maximizing resources and

to the diffusion of our sports in areas and continents in which

efforts, for the development and diffusion of both disciplines.

we do not have a longtime tradition.

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61

(MS): If you include participation at the Olympic Games in

(MS): Two of your key appointees, the WBSC Global Ambassa-

both softball and baseball, the WBSC currently sponsors 13

dor and the WBSC General Counsel, were none other than the

world championships. Can you tell us a little about these tour-

son of former Cuban Leader Fidel Castro and the brother of tele-

naments and what they mean for the global promotion of soft-

vision personality Stephen Colbert. I’m sure that’s something of

ball and baseball? What are you most proud of?

a conversation starter … how has it worked out for you?

(RF): The number of world championship events we or-

(RF): Baseball is a national sport in the U.S. and in many

ganize are many considering that we cover all participant

other countries in which is part of the culture. We have a

ages. We provide opportunities for our athletes across four

very heterogeneous fan base, and we welcome anybody

disciplines to compete for the title of world champions,

and everybody who wants to bring a contribution to our

starting at the age of 12 and then proceeding all the way

family.

up to professionals at the Premier12. And I am truly proud to have been able to give back to our athletes the dream to

(MS): With the Women’s World Baseball Cup just completed,

represent their countries at the pinnacle of all events, the

can you comment on the USSSA facilities and how Melbourne

Olympic Games.

performed as the host site?

62 | VisitSpaceCoast.com

(RF): The USSSA facilities at the Space Coast Complex are the

you never know; the WBSC flags may be waving all over the

perfect set up for such a world class event, and the organizing

USSSA Space Cost Complex sooner than expected.

committee worked with extreme passion and professionalism. Every aspect and detail was properly covered, starting

(MS): You were elected as the WBSC’s first-ever President in May

from the promotion with a trophy tour that expanded the vis-

2014, and your 7-year term ends just before your 72nd birthday.

ibility of women’s baseball across the U.S.

Will you seek a second term? If not, what’s next for you?

(RF): We are in a very intense and important moment for our

(MS): Are you considering the USSSA Space Coast Complex as a

organization, with a lot of work that still needs to be done. Un-

host venue for any of the other WBSC world tournaments?

der these conditions three years is an eternity, so I can only

(RF): Although we haven’t as yet started any discussion with

tell you that so long as I still feel that I can bring a contribu-

the USSSA leadership in this regard, of course the Space Coast

tion, and I do, I will be serving baseball and softball as long as

remains a potential location for other baseball and softball

my body, and my WBSC membership, will support me.

world cups. The WBSC and USSSA became good partners in the past few years, working together on different projects. So

(This interview has been edited for brevity and clarity) n

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63

FLORIDA’S SPACE COAST:

BY DUANE DE FREESE, Ph.D.

The Lagoon Connects Us All The Indian River Lagoon system (Lagoon) is composed of three inter-connected estuaries: Mosquito Lagoon, Banana River Lagoon and Indian River Lagoon. Its narrow, shallow waters stretch 156 miles from Ponce Inlet in Volusia County to Jupiter Inlet in Palm Beach County, spanning nearly 40 percent of Florida’s east coast. The Atlantic Ocean shaped these estuaries and our eastern barrier islands over many thousands of years. This fragile, vulnerable and beautiful coastal system supports 1.6 million residents and over 7 million visitors annually. The Lagoon is connected to everything that makes the Space Coast a great place to live, work, play and visit. Its waters connect coastal communities and tourism destinations that stretch like a string of pearls along Florida’s east central coast.

Coastal Assets at Risk Today, more than half of U.S. residents live within 100 miles of the coast. Coastal communities are growing three times faster than counties elsewhere. The nation’s estuaries support over 750,000 tourism-based businesses and employ more than 13 million people. Nutrient and other pollutants threaten water quality and ecosystem health in estuaries throughout the United States, including the Lagoon.

Human population growth and impacts from past and present coastal development have upset the natural balance of the Lagoon. Aging and inadequate wastewater and stormwater infrastructure contribute to loadings of excess nutrients. “Legacy loads” of pollutants already in the Lagoon and impacts from other human activities have contributed to declining water quality, harmful algal blooms, declines in

Canaveral, Patrick Air Force Base and Canaveral Air Force

fisheries, loss of habitat, fish and wildlife mortality events,

Station. Additionally, four national wildlife refuges (Merritt

and a host of other ecological and human health problems.

Island NWR, Archie Carr NWR, Pelican Island NWR, Hobe

Beyond the risks faced by Lagoon communities, the

Sound NWR) and one national park (Canaveral National Sea-

Lagoon and its watershed also connect infrastructure as-

shore) have been designated along the Lagoon. For the Lagoon,

sets of national significance at Kennedy Space Center, Port

a regional economy estimated at $7.6 billion annually is at

64 | VisitSpaceCoast.com

risk (http://www.tcrpc.org/special_projects/IRL_Econ_Valu/ FinalReportIRL08_26_2016.pdf).

Indian River Lagoon National Estuary Program: Responding to a Changing Lagoon In 1990, the Lagoon was dedicated by the U.S. Congress as

One Lagoon – One Community – One Voice There is good news for the Lagoon as communities become increasingly aware that ecosystem health, human health and economic health are all interconnected. The Space Coast is taking action:

an Estuary of National Significance. In 1991, the Indian River

• In 2016, Brevard County citizens provided strong and uni-

Lagoon National Estuary Program (IRLNEP) joined 27 other

fied leadership by supporting a half-cent sales tax dedicated

estuaries nationwide that were authorized under the Clean

to Lagoon restoration. Generating approximately $40 million

Water Act to protect and restore the water quality and eco-

annually over 10 years, this historic investment in Lagoon

logical integrity of America’s most threatened estuaries. The

restoration will fund projects and programs solely focused

IRLNEP is a non-regulatory program that works to convene

on Lagoon health. Tourism spending was expected to account

a management conference represented by citizens, scien-

for 25-30% of the sales tax revenues generated to restore

tists, federal, state and local governments, and private and

the Lagoon. Brevard County estimated that the program will

non-profit stakeholders to develop and implement a Compre-

provide a $20 to $1 return on investment (https://www.bre-

hensive Conservation and Management Plan (CCMP) for the Lagoon. The CCMP is designed as the document that guides

vardfl.gov//SaveOurLagoon/).

management of water quality and living resources. Space

• In 2018, the Space Coast Office of Tourism advanced public

Coast tourism industry partners are active participants in the

and industry sector leadership by appropriating $1 million an-

IRLNEP Management Conference.

nually from Brevard County’s 5 percent Tourist Development

In 2015 the IRLNEP was reorganized to address more effectively the current and emerging threats facing Lagoon.

With a new mission: One Lagoon – One Community – One Voice, the program expanded and diversified local leadership among the Lagoon’s counties and cities. Today,

Tax to support projects that provide Lagoon restoration and tourism benefits. (https://tourismpluscommunity.com/tourism-lagoon-grant-program-space-coast/) The Space Coast is not alone. Each county along the IRL and many cities are working to

the IRLNEP is developing a revised CCMP that ad-

make significant investments to improve La-

dresses current and emerging threats and contin-

goon water quality. The ultimate goal is to

ues to work to expand local cost-share funding to

improve the quality of life for all residents

implement restoration and stewardship projects.

and provide a high-quality experience for

The heart of the CCMP is a vital signs wheel that identifies 32 important issues that will impact the future of the Lagoon over the next decade. Infrastructure improvements coupled with risk-based vulnerability assessments and adaptation planning can help coastal communities restore water quality, protect natural resources, sustain economic vitality and build coastal resilience.

Lagoon visitors. Working together as “One Lagoon – One Community - One Voice,” we demonstrate our shared community values, ownership and responsibility to protect a resource of national significance that supports and connects us all.

For more information visit OneLagoon.org. n

The Lagoon is connected to everything that makes the Space Coast a great place to live, work, play and visit.

VisitSpaceCoast.com |

65

USSSA 66 | VisitSpaceCoast.com

the Space Coast

USSSA AND THE SPACE COAST STADIUM A HOME RUN FOR BREVARD COUNTY!

BY LYNNE MIMS Not many collegiate athletes of any sport make it to the professional level. In fact, statistically, it’s less than two percent. If an athlete is talented and lucky enough to become one of those elite few, they are often drafted to a team that is hundreds, if not thousands of miles away from their home and family. Because of that, they are rarely able to share in person the highs and lows that come with being a dedicated, full time sporting professional.

That’s not the case for Brevard’s own, Alex Powers. The Melbourne native and graduate of Eau Gallie High School sees herself as one in a million in that respect. As an infielder for the USSSA Pride softball team based in Viera, she feels blessed to be able to share her success with her family and friends in person every time she walks onto the field as a professional player, in the county she loves to call “home.” Powers can thank one of the biggest youth sport organizations in America for making the decision in 2017 to come to Brevard County and incorporate a professional franchise as part of their business model.

The United States Specialty Sports Association (USSSA as they are better known) was founded in the spring of 1968.

Stadium

Up until then, the Amateur Softball Association (ASA) had a monopoly on who and when amateur softball was played.

USSSA identified the unfairness of restricting teams from playing in any non-ASA sanctioned event or league, and in 1975, it challenged and won a Federal Court ruling that ended ASA’s discriminatory practices. This became the platform on which USSSA has settled; promoting sport diversity and equal opportunity for all to develop and grow in their sport of choice.

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67

From that point on, USSSA was all about growth. With the help of continued fundraising efforts, they purchased their first headquarters in Petersburg, Virginia in 1981. By the end of the ‘80s things were rocking. Memberships had surpassed 100,000 teams and were now known nationwide.

back up to over 95,000 teams with a total of six million participants and 300,000 being non slow-pitch softball.

Their growth did not go unnoticed by others. The 1990s saw a slew of competitor associations enter the arena which led to cannibalization of the youth sport market. This, coupled with a decrease in the popularity of softball, meant that USSSA experienced its first decline in membership. To

DeDonatis was no slouch when it came to growing a business. He recognized the potential of running youth sport events in Florida and in 2000, USSSA became partners with Disney’s Wide World of Sports. The partnership was such a successful one that in March 2003, USSSA packed its bags

make matters worse, in 1998, the association experienced

and moved its HQ from Virginia to Osceola County, Florida.

another major setback with the passing of its longtime CEO,

Both the organization and the county were delighted with

Al Ramsey. The Assistant Executive Director at that time

the results. USSSA used its proximity to Disney to drive its

was a young man, Don DeDonatis, who was making a name

growth, and the county enjoyed the associated revenue

for himself within the organization. He was immediately

from an additional 3.5 million people visiting its soil. Over

named the new CEO and wasted no time in making some significant changes, not least of these being the introduc-

45,000 additional hotel room nights were being generated per year in Osceola County alone.

tion of a range of sports other than softball. The results

Things were going so well that in June 2005, USSSA solidi-

spoke for themselves. By the end of the ‘90s, USSSA was

fied its presence by moving into a permanent 18,000 square-

68 | VisitSpaceCoast.com

foot facility located in Osceola County’s Heritage Park. The

cility, including three giant, state of the art score boards and

venue overlooked Osceola County Stadium, which at that

fifteen fields covered by 1.3 million square-feet of artificial turf.

time, was the spring training home of the Houston Astros.

Contractors worked in earnest and on January 13, 2018, the

Disney’s popularity as a travel destination continued to grow,

newly refurbished complex opened its doors to 45 youth teams

and pressure began to mount on USSSA in terms of access to

from all over Florida for its inaugural fast-pitch tournament

the leisure giants’ athletic facilities.

held over three days. The youth sport journey had begun.

“The county gave us the office space, but we had to rent everything else. Disney was expensive for us and for our customers. After a year or so, we found that the teams weren’t really going to the theme parks” said Jami Lobpries, Director of Marketing for USSSA. “We had limited flexibility with our own scheduling which was frustrating.”

Enter Florida’s Space Coast!

From that point on, the calendar began to fill with a variety of youth events, building gradually as the year rolled into the summer season when things really began to heat up in more ways than one. Make no mistake, youth sport is big business. Parents, driven by the hope of a free college education for their children, are prepared to dig deep into their pockets to take part in full time travel teams. Their hope is that this investment will improve the skill levels needed for college scouts to take notice. According to a study conducted by the

It was around this time that local county officials on the

University of Florida in 2014, the average travel team parent

Space Coast were having to make some big decisions them-

spends $2,266 per year, per child. Parents of the most elite

selves. The Washington Nationals, who had been using the

players spend a staggering $20,000 a year or more, and there

Space Coast Stadium as a spring training facility since 2005,

are plenty of them. Rebecca Davis, Executive Director of the

were being heavily wooed by Palm Beach County to relocate.

Atlanta-based Youth Amateur Travel Sports Association, esti-

Major demands were being made by the Nationals to upgrade

mates that there are tens of thousands of travel teams in Geor-

the facilities in Viera and the community no longer saw the

gia and Florida alone. In 2016, Disney’s ESPN Wide World of

two as a good fit anymore. Word hit the streets that USSSA

Sports complex hosted 2,385,285 athletes, up 28 percent from

was looking for a new home and Robin Fisher, then a Brevard

2011. As more and more tournaments are added each year,

County Commissioner, became instrumental in bringing the

the pressure mounts on parents to attend as many as they can

two entities together to talk.

to increase their children’s chances of success.

“I knew that if I could pull this one off, it would be a great

USSSA and other youth travel sport organizations have

one,” Fisher said. “This could change Brevard County forev-

figured this out. Tournaments start for the U8 (under eight)

er. If you want to own youth sports, we needed to get USSSA

age group and go right through to U18’s. For the younger age

down here and that would allow us to do that”.

groups (non- high school ages), travel is normally limited to the home team’s surrounding counties. For the U14 to U18

Both parties saw the enormous potential, both for youth

age groups however, it’s a different story. According to one

sport and in terms of economic impact, and wasted no time in

parent, Greg Cruthers, this is when the expenses really start

getting a deal drawn up. In exchange for a contribution of $10

to add up. “Your travel costs are probably something your

million, funded from the county’s Tourist Development Tax

mind subconsciously blocks out. Math is suddenly a skill that

revenue, USSSA guaranteed the county an additional 75,000

escapes you,” Cruthers said. “It’s not just the gas money and

hotel/lodging nights within the first full year of hosting events.

hotels, it’s all the other things that you spend money on when

Work began in April 2017 on some major upgrades to the fa-

you’re on the road.”

Both parties saw the enormous potential, both for youth sport and in terms of economic impact, and wasted no time in getting a deal drawn up.

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69

What’s more, this age group does not tend to travel alone. Most likely, mom, dad, brother, sister and grandpar-

“Email blasts are already going out to really start driving registration,” Lobpries said.

ents will all be alongside, which has a significant impact on the local eateries, lodgings and retail businesses in general.

How much business is out there?

“Tons,” Lobpries said. “Central Florida is a huge place for spring training, meaning tons of colleges, not just Division 1, but Division 2 and 3. They’re all coming down here to play.”

This year is just the beginning, and the Space Coast better be ready. It is hoped that the six major hotel projects underway with more planned in 2019, will be enough to cope with the anticipated demand. Currently the county has 9,124 hotel rooms with 14 projects in the pipeline. The most recent figures show a positive growth in hotel demand year over year since the stadium re-opened. Two of the big-

Youth tournaments are one thing, but the Spring Train-

gest metrics used to measure the county’s level of tourism

ing business is a completely different entity. In comparison

activity, occupancy rates and revenue per available room

to other competing venues in nearby Seminole and Lake

(RevPAR), have both seen increases of five percent and

County, Lobpries sees the new complex in Viera as having

thirteen percent respectively, year to date. Much of this in-

so much more to offer visiting teams.

crease has been driven by the activity at Viera. Tourist Tax Collection revenue from lodgings in this area alone is up 64

“Clermont has a facility, but not enough fields. So (the

percent.

teams) are in Clermont, they’re in Eustice, they’re in Longwood, they’re in Sanford. So again, we can say, hey, come

Closest to the stadium is a Fairfield Inn and Suites on

here, everything is in one location. We have athletic training

Lake Andrew Drive, right across from the main entrance

rooms. We have a weight room. We have great facilities. We

to the Avenues at Viera and just minutes from the stadium.

have a great community. And, we have the beach.”

This 116-room, four story construction is one of the newest hotels to be built in Brevard and proudly opened its doors

Right now, this market has huge growth potential for USSSA. “We’re trying to attract colleges, trying to attract high schools,” Lobpries said. “We do want to have some (colleges) in 2019, but we know it will probably be more high schools. I already called my college coach, but she had her 2019 schedule done, two years out. But going into 2020, we’ll have big D1 tournaments out here.”

to guests on May 30 of this year. According to the general manager, Kevin Arcieri, business is booming.

“Since our third day open, we’ve been sold out just about every single night!”

Arcieri estimates that over the first two months, between 40 and 50 percent of the hotel’s occupancy has been directly linked to USSSA events.

Lobpries sees Spring Training as so important to the organization’s growth that she has dedicated personnel working specifically on this area of the business.

Arcieri added, “We’ve been contracted anything from 10 room nights up to 65 room nights (depending on the tournament), and these are multiple night stays.”

According to a study conducted by the University of Florida, the average travel team parent spends $2,266 per year, per child. Parents of the most elite players spend a staggering $20,000 a year or more.

70 | VisitSpaceCoast.com

He goes on to explain the added bonus of tournament-related occupancy during the nights that are outside the typical leisure travel days, something the hotel industry refers to as “shoulder nights.”

“We’ve been able to pick up a lot more on those slower days because of USSSA,” Arcieri said.

Other local businesses have indicated that they are ben-

enable the Viera site to be able to host even more youth sports

efiting from the teams involved in tournaments at the Viera

from around the country. Currently, out of the 14 sports that

complex. Slow ‘n’ Low BBQ restaurant, less than a mile from

USSSA accommodate, the largest are slow pitch and fast pitch

the stadium, has been open since January 2015 and its man-

softball, and baseball.

ager, Ashley Johnson has worked there since they served their first pulled pork sandwich.

“We have over 70,000 baseball teams affiliated with us, but it’s other sports, such as lacrosse that are really growing,”

“There’s been a big boom in trade this summer. We have

Lobpries said. “We are definitely focused on expansion. Our

teams and their family members that arrive in groups any-

focus, both nationally and locally, is going to be on soccer and

where between ten and fifty people at least six days of the

lacrosse.”

week. We check the USSSA schedule beforehand and staff up accordingly,” Johnson said. “The games are every hour and

It took very little time for USSSA to notice the seven bat-

a half, and they start at 9 a.m., so the flow is constant through

tle-weary fields just one mile away at Viera Regional Park as

out the day. It gets even busier when there’s a rain delay. We

a potential goldmine opportunity for that expansion. Since

love rain delays!”

the fields were laid out 11 years ago, the playing areas have noticeably deteriorated.

Insufficient funding and inade-

Businesses like Slow ‘n’ Low will have more to thank De-

quate turf management led to the grassy areas being left in

Donatis for as word spreads within the sporting community

poor condition. Local players and their families had become

about the quality of the USSSA facility. He has set his vision

accustomed to practices and games being cancelled due to

in motion; to make the USSSA Space Coast Stadium complex

water-logged fields – in some seasons as many as 40 days

“the youth sports capital of the world.” The next phase is to

per year.

VisitSpaceCoast.com |

71

The county moved swiftly to accommodate a proposal

charge of maintenance will save the county money over the

of a recreational partnership with USSSA. In March 2018,

next 10 years, which runs at around $70,000 for each field.

just two months after the Space Coast complex opened their

Since they fully re-opened in October, the fields have been

newly refurbished doors, a contract was signed by both par-

heavily used by local teams without the worry of rain and

ties to install nearly 600,000 square feet of synthetic turf

subsequent drainage problems being an all too often reason

with inlaid field marking for football, soccer and lacrosse.

for game postponement and/or cancellation. “The new turf

The project, funded by the Tourist Development Tax, was

will give kids in the area much more opportunity to play on a

agreed to upon a condition that the upgraded facilities

consistent basis,” said Scott Armstrong, Director of Coach-

would generate even more tourism activity, with an addi-

ing for Space Coast United Soccer Club who currently has

tional 25,000 lodging room nights per year being estimated.

between 1,500 and 1,900 members between the ages of 3 and 19, who use the fields on a regular basis, year round.

Construction and future maintenance would be managed

by USSSA in exchange for field use rights over spring vaca-

DeDonatis’ sporting vision will continue to focus on the

tion times and other weekend dates that work around local

Space Coast for the foreseeable future. Hosting the Wom-

community schedules. Don Walker, Communications Direc-

en’s Baseball World Cup event in August, the first time

tor for Brevard County government, said having USSSA in

ever on American soil, was a clear indication that he is se-

72 | VisitSpaceCoast.com

rious when it comes to his commitment to worldwide expo-

and significant financial support of the Pride has meant a lot

sure for the organization and the Space Coast. That can only

to the women who play for him and who feel passionately

mean good news for our local economy. More people will

about the sport. “Very few softball players get to experience

visit, more money will be spent, more jobs will be generat-

playing as a professional, and this is definitely the nicest venue

ed, and so it grows. Yet the organization has not lost sight of

that we get to play in,” said Powers. “I think Don (DeDonatis)

what’s important to the local community. As someone who

and the whole USSSA organization have done the most to

grew up in Brevard, and now playing for the USSSA Pride, Alex Powers felt that this was an important part of the organization’s philosophy. “I feel that USSSA is an all-inclusive community. You don’t have to be on an elite travel ball team to play here. They offer area youth the opportunity to play

make us feel that we are professionals, that we are important, and that we are giving back to the game.”

But for Powers, there’s a much simpler reason to why she loves playing at the Space Coast Stadium.

in their local tournaments as well.” Powers spends as much time as possible visiting local schools and attending com-

“The sunset, and the way that it looks when you’re playing

munity events to promote the sport to aspiring young play-

or you’re watching games late in the day. The views are unre-

ers, something she intends to continue beyond her playing

al. I think that’s one of the coolest things. Something as sim-

career.

ple as enjoying watching your son or daughter, boyfriend or

The sport is still in its infancy on the professional stage and an injection of capital is needed by other owners who see the value of staging a flagship team. The Pride made

girlfriend playing on that field and you look over and see that view and say, Wow, how could life get much better than this?”

She makes a great point.

sure that they delivered in that department this year. They finished the season 39-3, clinched the regular season title for the fourth straight year and ended their run by defeat-

For more details on USSSA in Viera, go to UsssaSpaceCoast.com n

ing the Chicago Bandits for the Cowles Cup Championship back in August. However, success at this level does not

The author would like to thank Jamie Lobpries and Alex Powers

come without a price tag. DeDonatis’ ongoing commitment

for their valuable contributions to this article.

VisitSpaceCoast.com |

73

PREVIEW

S P R I N G

2 0 1 9

VISITATION REPORT

ECONOMIC IMPACT

The Spring 2019 issue will

Hundreds of surfing Santa’s

feature a report analyzing the

are expected on Christmas

year of year results of our on-

Eve morning in Cocoa Beach,

going visitor survey from cal-

we will examine the impact of

endar year 2017 to 2018.

the Surfing Santa event.

74 | VisitSpaceCoast.com

FEATURE Meet the organizers, learn the history, feel the excitement and don’t miss a minute of the upcoming Apollo 50 celebrations throughout the Space Coast in July 2019.

Catch a wave

Catch an adventure

Catch a fish

Catch a break

Catch a rocket launch

catch MORE fish

Not only can you catch a fish on Florida’s Space Coast, you can catch a wave in Cocoa Beach, a rocket launch and a much-needed break. And that’s just the beginning!

Stay here and you’ll find that there’s no shortage of opportunities to reel one in.

/ Florida's Space Coast

Florida’s Space Coast Office of Tourism VisitSpaceCoast.com

Florida’s Space Coast