Florida's Space Coast Tourism Journal l Summer 2021

HIDDEN TREASURES: HISTORICAL TOURISM ON THE SPACE COAST

SUMMER 2021

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TABLE OF CONTENTS Letter from the Executive Director

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Meet the Team

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Research

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THE Economic Impact

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Measuring the Space Coast Office of Tourism Advertising ROI

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of the 2021 USSSA Challenge Cup

Economic Impact 42 of the 2020 Amateur Athletic Union Junior Olympic Games Hidden Treasures: Historical Tourism on the Space Coast

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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 I don’t think anyone can deny that 2020 and the beginning of 2021 were unprecedented times for the tourism industry. Looking back, we have calculated visitor spending losses of $265 million (from March, 2020 to February, 2021).

And while we are now seeing business return, the scars of the “COVID Year” will remain for a long time to come. That being said, it is important to reflect on what happened and how we survived and eventually, thrived. In March, 2020 the State of Florida declared an emergency and the first cases of COVID-19 appeared within the state. Local officials closed beach parking and shut hotels down to all but essential workers. Then in May 2020, we began to open up again, slowly.

Government offices opened and we launched a $1 million Summer Campaign, touting the fact that “There’s Space For

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You Here” – playing off of the beaches, wide open spaces, and of course – the space program. The summer kicked off with a return to human space flight for the first time in 10 years and then Memorial Day weekend. While the summer of 2020 was lackluster, it was at least the beginning of a return to some normalcy. One of the highlights for the Space Coast was the AAU Junior Olympics which relocated here and brought thousands of athletes (and room nights) to the destination in July during a much-needed time. Read about the impact of this event on page 42.

The Fall of 2020 was a time to regroup and reevaluate the positioning of the Space Coast. Primary brand research was conducted and a new advertising agency was selected (&Barr

from Orlando). Development of a Spring Campaign was undertaken and a new brand emerged – “On The Space Coast”.

This was paired with municipality names (i.e. Cocoa Beach On The Space Coast) and juxtaposed all the great things you can do in the various areas on the Space Coast with the Space program and all the launches that occur here now. The result was a Spring season (March/April) that rivaled the Spring of 2019 which was the previous historical high for Tourist Development Tax Collection – and that was without cruising resuming yet. When March 2021 arrived, it was as if it marked the official end of the stranglehold that COVID held over us. Between the rapid rollout of vaccinations and the pent-up demand of people being ready to travel after a year

of lock down, the Space Coast was back in a big way. Now we have completed a $2 million Summer Campaign which was the single biggest campaign our office has ever done. As a result, we have had the best June, July, and August in TDO history and will finish the year 3-4% ahead of 2019!

Some of the big takeaways from COVID are that we are all stronger together and that through adversity we can achieve greatness. While COVID will be remembered as a sad time when many families lost loved ones, it should also be remembered as a time that brought us together, made us stronger, and ultimately pushed us to excellence. n

PETER CRANIS SPACE COAST OFFICE OF TOURISM

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MEET THE

RESEARCH TEAM 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 research 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, 18 and Charlotte, 16 and lives in the Eau Gallie Arts District area.

MIKE SLOTKIN, PH.D.

is a tenured Professor of Economics in the College of Business at the Florida Institute of Technology. Mike earned his Ph.D. from the University of North Carolina at Chapel Hill, and teaches a variety of courses in the MBA and undergraduate programs. He regularly consults through FIT Consulting, and recently co-authored an economic impact study of NASA KSC activities in Florida. Born and raised in Miami, Florida, Mike resides in the town of Grant-Valkaria with his life partner Karen and their three big, beautiful cats: Zippy, Curry, and Luna.

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.

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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.

Downs & St. Germain Research specializes

in tourism research for state and local destination marketing organizations.

They are frequent presenters at Destinations Florida and other tourism organizations as they strive to establish professional standards for conducting tourism research. Other major travel and tourism clients include Delta Air Lines, Boeing, Club Med, United Airlines, Florida Sports Foundation, American Society of Travel Agents, and several hotels and resorts.

Green Gables • Rossetter House • Lawndale • Field Manor Sam’s House • Pritchard House • Moore Center • Bensen House

& TREE TOP TREK

MUSEUM OF DINOSAURS AND ANCIENT CULTURES

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RESEARCH UPDATES, PROJECTS & RESULTS

BY DEBORAH WEBSTER

Why do visitors come to the Space Coast? Could it be the 72 miles of beautiful beaches, watching historic rocket launches from your hotel room, enjoying the bounty of eco-tourism, sporting events that bring athletes from around the country, attending an exciting cultural event, finding a great venue to fulfill the foodie in you or just enjoying some amazing time and space with friends and family? The ‘why’ is easy but we wanted to understand the impacts of the visitors. And so, the Tourism Journal was born.

As we transition into a different research space, I wanted to pay tribute to our publication the Tourism Journal. The Tourism Journal began in 2016 as the Tourism Report, it was hatched from a simple idea to gather all things Brevard County tourism and showcase them in one place. The goal was to create an intelligence and data-rich tourism publication featuring all the uniqueness of Brevard County, in a format that would be enlightening and fulfilling for those that crave data yet beautiful enough for it to grace the most elegant cocktail tables.

• • • •

Here’s some data on the data.

8 issues, print and online 8 economic impact studies 12 writers 125 stunning photographs featuring our beaches, ocean, the lagoon and the Inlet

• 560 published pages • 100’s of data points contributed by our community partners • 1000’s of completed surveys by visitors to Brevard County to give us insights on their experiences, behaviors and spending This endeavor was the first of its kind in the state of Florida. Ultimately, the Journal has been wildly appealing to the most discerning data scientist and hotel developer analyst to investigate the tourism impacts and on the Space Coast..

Each issue has three main articles; the Visitation Report, an economic impact study and a feature story.

The Visitation Report was a threeyear study of data gathered by 1000’s of completed surveys that were collected from visitors who came to the Space Coast. While the visitor’s reasons for coming to the Space Coast varied greatly it was clear from the responses that Brevard County is a special place that many enjoy visiting and spending time again and again.

Eight economic impact studies were written featuring unique events or attractions on the Space Coast. Each drilled into the spending and economics of the events while telling the stories of participates or the founders.

Tourist Development Council Mission Statement: To promote growth, development and quality of tourism in the county; encourage participation by both visitors and residents in tourism related activities, and to act as the primary body to determine direction, goal and policy for use of the tourism tax.

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So many topics were covered in the five years and 560 pages of the Tourism Journal and of course, I have my favorites. It is very exciting to hear of articles being studied at colleges, people referring to the Journal while making decisions and nearly 20 new hotel projects have been in process since 2016 making our landscape and Tourist Tax Collection revenue looking very different from just a few years ago.

The last 19 months have been challenging for all of us, I encourage you to enjoy this issue and the treasures that are among us everyday on the Space Coast. The Performance Scorecard on page 14 - 15 illustrate the challenges that many businesses felt during this time. While not all businesses were impacted in the same way or time it is interesting to look at the businesses and consider their products while analyzing. The obvious steady increases in the Tourist Tax Collection Revenue and Melbourne Orlando Airport graphs support the recovery while other businesses maybe feeling seasonal effects of the warmer weather. Thankfully, what we do know is at this moment on the Space Coast, tourism is very healthy and strong which is evident in the graphs.

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So, now many thank you’s….

Thank you very much to our community partners who shared their data with us over the years. Their data has allowed us to take a peak into the of businesses on the Space Coast, I invite you to spend time on these graphs and the stories the lines tell. Thank you Duane, Joseph and Philip for your impactful contributions. Thank you to the many photographers who shared your stunning talents with us. My enormous gratefulness and thanks to the Florida Tech team of Dr. Slotkin and Dr. Vamosi and their colleagues who contributed to each issue.

Together they saw the vision and were invaluable to the publication and delightful to work with. I personally feel honored to know and learn from them over these years.

Lastly, to those of you that embrace data – thank you! Our team will continue to share what we know and learn about tourism on the Space Coast. Stay tuned for our next steps, but in the meanwhile if you need a copy of a Tourism Journal, want to be added to our weekly data distribution email or have a question, please email me at deborah. webster@visitspacecoast.com. It has been my pleasure to work on this exceptional project. Thank you. n

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TOURISM PERFORMANCE

SCORECARD FLORIDA’S SPACE COAST OFFICE OF TOURISM

Tourist Tax Collection Revenue BUDGETED

LAST YEAR

ACTUAL

$2M $1.75M $1.5M $1.25M $1M $750K $500K $250

J20

J20

A20

S20

O20

N20

D20

J21

F21

M21

A21

M21

J21

J21

Total Sales, Art in Public Places

Total Admissions

& TREE TOP TREK ZOO

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

TOTAL

TTT

5000 4000 3000 2000 1000 0 JUNE JULY AUG SEPT OCT NOV DEC JAN

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

Total Launches

FEB MAR APR MAY JUNE JULY

Total Surfboards Sold

ROCKET LAUNCHES SPACE X

ULA

TOTAL

5 4 3 2 1

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100 80 60 40 20 10

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

Total New Users

Total Admissions MUSEUM OF DINOSAURS AND ANCIENT CULTURES

8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000

6,000 5,000 4,000 3,000 2,000 1,000 0 JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

Total Patrons Attending MainStage Musicals

3,000 2,500 2,000 1,500 1,000 500 0

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

Total Pounds of Clay Used

1,800 1,600 1,400 1,200 1,000 800 600 400

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

Total Deplaned Passengers

17,500 15,000 12,500 10,000 7,500 5,000 2,500

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

Total Dogs to Visit Tails

1000 800 600 400 200 JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

0

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY

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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of the

2021 USSSA Challenge 16

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ECONOMIC IMPACT OF THE 2021 USSSA CHALLENGE CUP

BY ALEX VAMOSI, Ph.D.

Introduction In January 2021, over 3,000 athletes, coaches, team organizers, and family members traveled to Florida’s Space Coast to participate in the third annual USSSA (United States Specialty Sports Association) Challenge Cup, a national slowpitch and softball tournament. Conceived by Strojan Kennison, Director of Conference USSSA, the Challenge Cup tournament is like an all-star competition or “Olympics of Softball” made up of State/Regional teams. Men and women from around the country (and Canada) put their best players together to compete for their region. In keeping with USSSA’s desire to promote sports diversity and equal opportunity, the Challenge Cup advances competition at four different levels for Men, and three levels for Women.

Cup

The tournament, which includes 72-hours of consecutive play, was held January 21-24, 2021, at Space Coast Stadium Complex located in Viera, Florida. This newly renovated complex provides an idyllic setting for amateur athletes to showcase their skills and to experience the pleasure of competing at a professional quality venue. Boasting 15 all-turf fields, the Space Coast Complex is wholly suited to host large-scale athletic competitions such as the Challenge Cup. Also, with 163 teams competing in this year’s event, the tournament drew a large influx of visitors to the Space Coast, providing a financial boost to Brevard County’s tourism industry during a period fraught with economic challenges.

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In the following pages, we explore the history of the Challenge Cup event as well as spring baseball in Florida and the Space Coast and present an economic impact analysis of the 2021 Challenge Cup.

A Short History of Baseball in

Florida and the Space Coast When people think about visiting Florida, the images of sunshine, beaches, rocket launches, and theme parks are some of the first things to come to mind. Sports enthusiasts might also reflect fondly on college football bowl games (Orange Bowl), stock car racing (Daytona 500), and spring training baseball. Spring training for organized (professional) baseball has a long tradition in Florida, dating back to 1888 when the Washington Nationals spent three weeks training in Jacksonville. But it was not until 1914 that spring training truly began to take root in the Sunshine State, and by 1929, ten out of the sixteen major league baseball (MLB) teams held their training sessions in Florida. https://floridagrapefruitleague.com/history/ Spring training and professional baseball did not reach the Space Coast until 1994 when the Florida Marlins and Brevard County Manatees (a minor league affiliate of the Marlins) became the first tenants of the newly constructed Space Coast Stadium.

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Space Coast Stadium has served as the spring training facility for three MLB teams, including the Marlins (1994-2002), Montreal Expos (2003-04), and Washington Nationals (2005-2016). The Manatees played in the Class-A-Advanced Florida League and were Space Coast Stadium tenants for the entire period (1994-2016.) https://en.wikipedia.org/wiki/USSSA_ Space_Coast_Complex

USSSA Space Coast Complex USSSA relocated its headquarters from Kissimmee, Florida, and moved into the Space Coast Stadium and its surrounding facilities in 2017. This filled the void created by the departure of the Nationals and Manatees after the 2016 season. Since its founding in 1968, USSSA has grown into an industry leader in hosting youth sports tournaments, with a particular niche in amateur baseball and softball.

After a $32 million renovation project, USSSA began hosting youth sports tournaments in January 2018 in the renamed USSSA Space Coast Complex. Jointly funded

by USSSA ($22 million) and Brevard County ($10 million), the upgrades produced an all AstroTurf venue that currently houses 15 fields, including three championship stadiums equipped with High Definition video boards. The complex also includes

an 18,000 square-foot indoor facility that athletes use for training and rehabilitation.

The three championship fields include: the 8,100 seat Space Coast Stadium; a 225-foot field; and a 175-foot venue specifically built for youth players eight years old or younger.

The remaining 12 fields include four 385-foot baseball fields, four 325-foot baseball/softball fields, and four 225-foot softball fields. The 2021 Challenge Cup utilized nine of these ballparks.

Challenge Cup Background Through email correspondence, Strojan Kennison shared some background information about the USSSA Challenge Cup and personal insights about the event. Several motivations provide the impetus for creating the Challenge Cup. From a business perspective, it was one way that the USSSA could distinguish itself from other associations involved in amateur athletics. Personally, Kennison aspired to create the “Olympics of Softball,” an event that would foster a “bond amongst players at all levels.” In this sense, Kennison’s vision is firmly aligned with The Olympic Charter, established by Baron de Coubertain, which states: “The practice of sport is a human right.”

Everyone should be able to play sport “without discrimination of any kind and in the Olympic spirit, which requires mutual under-

standing with a spirit of friendship, solidarity and fair play.” https://www.bbc.co.uk/wales/raiseyourga/sites/ dedication/2012/pages/olympic_history.shtml Challenge Cup organizers have also been very aggressive in growing the event. After only four months of planning, 23 teams competed in the inaugural Challenge Cup held March 1-3 in 2019. In 2020, the Challenge Cup grew to 74 teams and moved to a January schedule. Organizers also expanded the tournament to include five levels of competition for men, three levels for women, and specialty competitions for seniors and players who served or currently serve in the military/civil service.

Before the Covid-19 pandemic, the 2021 Challenge Cup was on track to host over 220 teams. Despite the severe state-level travel restrictions and border shutdowns that the Covid-19 pandemic placed on players, the 2021 Challenge Cup attracted 163 teams competing in seven divisions. Organizers of the event expect the exponential growth to continue in 2022. Planning is currently underway to expand the 2022 field to as many as 500 ballclubs.

TABLE 1: 2021 USSSA CHALLENGE CUP • 163 Teams Overall in 7 Divisions • 113 Men’s – 20 Major Teams, 29 ‘C’, 35 ‘D’, 29 ‘E’ • 50 Women’s – 16 Major, 16 ‘C’, 18 ‘D’ • Men’s Major Champion – Georgia • Women’s Major Champion – North Carolina Table 1 lists some of the highlights of the 2021 event, including the State champions in the men’s and women’s Major divisions.

Interested readers can find summary reports for the 2020 and 2021 Challenge cup at the following. https://www.softballcenter.com/2021-usssachallenge-cup-mens-major-tournament-report/ https://www.softballcenter.com/2020-usssa-challenge-cup-tournament-report/ VisitSpaceCoast.com

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Data Collection A three-person research team from Florida Tech and the Space Coast Office of Tourism developed the survey instrument for the Challenge Cup. An online link to the survey was sent to players and team organizers and was made available through Alchemer (formerly Survey Gizmo). The instrument’s design funneled participants into four different groups depending on whether they paid for lodging and other expenses directly to vendors, wholly or partially to team organizers, or if sponsors bore the cost. To calculate valid and reliable estimates of average spending per party and per person, we utilized the surveys that fell into the first category: participants who paid for lodging and other expenses directly to vendors. A total of 109 fully completed, uncontaminated surveys inform the analysis.

Profile of Survey Respondents This section presents a profile of demographic, geographic, and lodging characteristics of the 109 respondents who fully completed the questionnaire and paid for accommodation, restaurant, and other expenses for their PARTY directly to the vendors. Figure 1 shows a breakdown by division and gender, which is quite different from the actual distribution of participants reported by USSSA. The most striking feature in the data is that it is heavily skewed towards male respondents, who make up over 98 percent of the sample.

Regrettably, the lack of female respondents in the data makes it inappropriate to (statistically) compare the men’s and women’s population groups.

The Challenge Cup is a national tournament that brings together players from all regions of the country. To determine the regional representation within the sample, we linked primary residence zip codes to the state of origin. We then sorted it into the four geographic classifications used by the U.S. Census Bureau (Northeast, South, Midwest, and West). As a point of reference, the South region includes areas that extend northeast to Maryland, Delaware, and the District of Columbia and southwest to Oklahoma and Texas. We then compared the regional distribution in the sample to the distribution of the U.S. population in 2018 (based on U.S. Census data).

As depicted in Figure 2, the two regions with the most extensive population base (South and West) also have the most significant representation within the sample.

Together, these two regions are moderately over-represented in the data. In contrast, the proportion of respondents from the Midwest is about ten percentage points below its population share.

Figures 3, 4, and 5 provide a snapshot of the lodging profile of participants who purchased accommodations to satisfy their FIGURE 2: DISTRIBUTION OF SURVEY RESPONDENTS BY REGION 0.0%

FIGURE 1: DISTRIBUTION BY DIVISION AND GENDER

Northeast

0.0% 10.0% 20.0% 30.0% 40.0%

Mens Major Mens E Division Mens D Division Mens C Division Women Major Womens D Division 20

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14.7% 23.9% 37.6% 22.0% 0.9% 0.9%

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10.0%

MIdwest South West % of Sample

20.0%

30.0%

40.0%

50.0%

16.5% 20.9% 11.0% 17.2% 42.2% 38.1% 30.3% 23.8% % of Population

overnight lodging needs. The USSSA has a stipulation requiring that ALL teams find lodging in Brevard County during an event.

USSSA facilitates compliance by providing registered participants a list of local hotels, condos, and other short-term rentals located in the area. As expected, hotel/motel was the most popular lodging type selected (64 percent), followed by short-term rentals, such as Airbnb, Homeaway, and VRBO (32 percent). Overwhelmingly, party sizes were FIGURE 3: ACCOMMODATION TYPE

small. Almost 75 percent of the accommodations secured were for one or two people.

FIGURE 4: SIZE OF PARTY 0.0%

64.2% 31.2%

We Stayed with Friends/Family

1.8%

Condo Other

.09% 1.8%

45.0%

1 2 3 or 4 5 or 6

29.4% 18.3% 7.3%

FIGURE 5: NUMBER OF NIGHTS THAT ACCOMMODATIONS WERE PURCHASED

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

Hotel/Motel Short-Term Rental, AirBnB Homeaway, VRBO, etc.

10.0% 20.0% 30.0% 40.0% 50.0%

0.0%

1 2 3 4 5 6 7

10.0%

20.0%

30.0%

40.0%

50.0%

6.4% 4.6% 44.0% 28.4% 11.0% 3.7% 1.8% VisitSpaceCoast.com

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The average number of nights that a party purchased lodging was 3.5 nights. The most frequent length of stay that respondents reported was three nights (44 percent) and four nights (28.4 percent), respectively.

Although the Challenge Cup overlaps four days, participants who are knocked out of the tournament early may decide to shorten their visit. Others may choose to extend their visit beyond four nights and use the added time to engage in a leisurely vacation. About 11 percent of visiting parties reported staying for two or fewer nights, while the remaining 16.5 percent extended their stay beyond four nights.

Brevard County tourism officials and stakeholders recognize that the long-term sustainability of the tourism sector is dependent on its ability to convert first-time guests into repeat visitors. With sustainability as the backdrop, survey respondents were asked the following question: “How likely are you to return to Brevard County (aka the Space Coast) for a leisure vacation?” A five-point Likert scale, ranging from “1 = very unlikely” to “5= very likely,” was used to measure the responses.

Figure 6 reports the breakdown of scores for the two sub-groups. About 50 percent of all survey respondents indicated that they were “very likely” to return to the Space

Coast for a leisure vacation. Repeat visitors had a moderately higher percentage (54 percent) than first-time visitors (44 percent). When we add the response “somewhat likely” to these estimates, about 60-62 percent of respondents in the two cohorts indicate that they are likely to return to visit the Space Coast. Compared to previous polls reported in the Space Coast Tourism Journal, these estimates are significantly lower. We suspect that the relatively weaker scores conveyed by 2021 Challenge Cup participants are related to social distancing and masking guidelines adopted by many hoteliers and restaurants in the region.

Economic Impact Analysis The economic impact of a sports tournament on a regional economy depends on the spending of non-local visitors who participate/attend the event. In the context of the Challenge Cup, Brevard County is the regional economy impacted by the inflow of new money. The non-local participants/ attendees include players, coaches, umpires, and other team and family members residing outside of Brevard County. The economic impact analysis presented in this report uses the inflow of money to the Brevard Economy solely from non-local visitors.

FIGURE 6: LIKELIHOOD OF RETURNING TO BREVARD COUNTY FOR A LEISURE VACATION 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 44.4% Very Likely Somewhat Likely

7.9%

Maybe Somewhat Unlikely Very Unlikely First Time (n=45) 22

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15.6% 15.9%

6.7% 6.3% 6.7%

15.9%

Repeat Visitor (n=63)

26.7%

60.0% 54.0%

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Concerning this study, readers can also interpret economic impacts as the economic activity Brevard County would have lost if USSSA had not hosted the Challenge Cup in Viera.

Visitor Expenditures and Population Count The first step in deriving the economic impact of the Challenge Cup is to estimate the total spending made by non-local visitors within Brevard County during the event. Total outlays are a function of average expenditure per person and population count. The data came from survey respondents who reported the dollar purchases they made within Brevard County in seven broad categories. Figures 7 and 8 summarize the average spending per person in dollars and as a percent of total expenditures, respectively. A typical person spent about $289 while attending the Challenge Cup event. Lodging and dining/beverages accounted for 65 percent of the total, while retail purchases and recreational activities accounted for another 19 percent.

Survey data will typically produce valid and reliable estimates of the average spending made by the participants/ attendees of an event. In contrast, population counts are trickier to estimate, even when entering a venue requires a ticket, such as the Challenge Cup. Ticket counts are problematic because a ticket system cannot distinguish between sales made to local and non-local visitors or identify the number of days that a person participated/ attended the Challenge Cup. Consequently, ticket counts tend to have an unrealistically high population count.

Instead of ticket counts, we used the roster list that each team was required to submit as a starting point to estimate the non-local population count. The roster lists are publicly available on the USSSA Challenge Cup website. A total of 163 teams registered for the event, including 113 men’s and 50 women’s teams. The total number of players listed was 2,360, equating to an average roster size of 14.5 players. Next, we revised this estimate upwards to account for non-playing team members not listed on the roster (coaches, trainers, umpires, scorekeepers) and travel companions such as spouses, boyfriend/girlfriends, and other family members. Because of state shutdown and travel restrictions, we added a total of 5.5 people per team (1.5 non-playing team members plus four travel companions).

This modest increase raises the average

FIGURE 7: AVERAGE EXPENDITURE PER PERSON $0.00 Lodging Dining & Beverages Retail Purchases Recreation Gasoline Local Transport Other 24

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$20.00

$40.00

$60.00

$80.00 $77.15

$27.96 $25.29 $19.66 $12.92 $15.40

$100.00

$120.00 $110.70

FIGURE 8: EXPENDITURES PER PERSON AS A PERCENT OF TOTAL OTHER 5%

LOCAL TRANSPORT 4%

GASOLINE 7%

LODGING 38%

RETAIL PURCHASES 10% RECREATION 9%

DINING & BEVERAGES 27%

number of visitors to 20 people per team and the total population of non-local visitors to 3,260 people. This baseline estimate is the population count used to estimate the economic impacts of the Challenge Cup. For comparison purposes, we also calculated the economic effects under the assumption that there were 24 visitors per team. Under this

scenario, the total population count is 3,912.

Multiplying the average expenditure per person by the population count yields an estimate of the total spending transacted by non-local visitors who participated/attended the Challenge Cup. Table 2 summarizes the total expenditures for each category of purchases for the two population counts. We used IMPLAN™ and the expenditure totals from Table 2 to produce the final economic impacts described below.

IMPLAN™ is a software tool that uses input-output modeling and multipliers to quantify the direct effects of an event on employment, income, and output, as well as estimate indirect and induced impacts.

Direct effects refer to the initial spending made by individuals who attended/participated in the event and by businesses to host/stage the event. The initial expenditure directly attributable to an event, such as the Challenge Cup, becomes income to other companies and households, increasing spending within the regional economy.

TABLE 2:TOTAL EXPENDITURES Count

Lodging

3,260 3,911

$360,869 $432,932

Dining & Beverages $251,497 $301,719

Recreation $82,459 $98,925

Retail Purchases $91,151 $109,353

Gasoline $64,096 $76,896

Local Transport $42,122 $50,533

Other

Total

$50,209 $942,402 $60,235 $1,130,594

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Induced effects refer to the additional increases in expenditures made by families in the economy, and indirect effects are the impacts stemming from business-to-business purchases in the supply chain taking place in the region. Together, the indirect and induced effects constitute a “ripple effect” that occurs within the study area because of the direct expenditures made in a sector.

Multipliers predict the “ripple effect” associated with a change in economic activity for some variable. A multiplier measures the total effect per direct effect within the region. For example, suppose an output

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multiplier is 2.25. In that case, every dollar of production generates $2.25 of activity in the economy: the initial dollar measuring the direct effect and the additional $1.25 effectuated by the ripple effect.

Table 3 summarizes the economic impact of the 2021 Challenge Cup on the Brevard County economy for the two population counts described above. We present estimates for four major economic indicators. Employment impacts are an “industry-specific mix of full-time, part-time, and seasonal employment” and are not equal to full-time equivalent. Labor income includes all forms of employment income.

TABLE 3: THE ECONOMIC IMPACT OF THE 2021 CHALLENGE CUP N = 3,260 Employment Labor Income Value Added Output N = 3,912 Employment Labor Income Value Added Output

Direct Effect 12.5 $302,866 $436,230 $821,310 Direct Effect 15.0 $363,439 $523,476 $985,572

Indirect Effect 1.8 $71,332 $117,386 $221,251 Indirect Effect 2.2 $85,598 $140,863 $265,502

Induced Effect 2.1 $79,433 $142,942 $250,508 Induced Effect 2.5 $95,319 $171,531 $300,610

Total Effect 16.3 $453,630 $696,558 $1,293,069 Total Effect 19.6 $544,356 $835,870 $1,551,683

Multiplier 1.31 1.50 1.60 1.57 Multiplier 1.31 1.50 1.60 1.57

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Total output measures the value of industry production. For service sectors, which are the primary industries impacted by the Challenge Cup, total output is equivalent to sales.

Finally, value-added measures the contribution made to the Gross Domestic Product (GDP) of the regional economy. It is the difference between an industry’s or establishment’s total output and the cost of its intermediate inputs.

Overall, the 2021 USSSA Challenge Cup produced a significant financial boost to the regional economy. The four-day event generated between $1.293 M and $1.551 M of output/sales within Brevard County. After removing the cost of intermediate inputs, the estimated impact on gross domestic product (value-added) is about $0.697 M to $0.836 M. The sales generated by the Challenge Cup supported about 16.3 to 19.3 jobs in total and boosted labor income by $0.454 M to $0.544 M. The magnitude of the multiplier ranges from 1.5 to 1.6 for income, value-added, and output. Consequently, every dollar of direct effect generates an additional 50 to 60 cents of secondary impacts. These estimates are in line with past assessments reported in the Space Coast Tourism Journal. Not all the new spending that enters a region is re-spent within the area. The dollars spent outside of the regional economy are considered a

“leakage” and reduce the size of the multiplier. In Brevard County, there are sizeable leakages in spending associated with retail purchases and gasoline sales, thereby limiting the event’s overall impact.

Table 4 summarizes the ten industry sectors most affected by the Challenge Cup, based on a population count of 3,260.

Consistent with the purchases made by participants/attendees of the event, the two most significant impacts occurred in hotels/ motels and full-service restaurant industries.

Observations and Concluding Comments The economic impact estimates reported in this study are conservative by design and may underestimate the actual impacts by a margin of 6.5 to 8.0 percent. One explanation is that the number of non-roster visitors who attended the event might be underrepresented. Because of the strict travel restrictions that many states imposed during the Covid-19 pandemic, we added only one to two people for every four players listed on team rosters to the population count, a ratio of 1/4 to 1/2 per player. Under normal circumstances, this ratio is likely one-to-one or more.

TABLE 4: ECONOMIC IMPACTS BY INDUSTRY SECTOR Sector Hotels &motels, including casino hotels Full-service restaurants Museums, historical sites, zoos, & parks Other personal services Real estate Transit and ground passenger transportation Owner-occupied dwellings Retail - General merchandise stores Management of companies and enterprises Wholesale trade

Employment Labor Income Value Added 3.7 $94,681 $211,105 5.5 $122,646 $137,554 1.1 $35,748 $39,059 1.6 $39,143 $30,998 0.4 $4,619 $28,986 0.8 $14,317 $19,927 0 $0 $26,872 0.5 $13,064 $20,814 0.1 $9,344 $11,779 0.1 $6,068 $12,558

Output $376,787 $271,187 $86,299 $53,722 $53,045 $44,531 $41,455 $32,395 $21,138 $19,507

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A second explanation is that the analysis does not include purchases made by USSSA to host the Challenge Cup. We can infer a reasonable estimate based on the registration fee to enter the tournament. If each team paid the $395 registration fee, this revenue source would have generated $64,385. Assuming USSSA spent the entire sum to host the Challenge Cup or fund future events, the total impact on output/ sales on the Brevard County economy would be another $101,000.

We also note that the number of teams that traveled to Viera was significantly lower than anticipated because of the Covid-19 pandemic. According to Strojan Kennison, the 2021 Challenge Cup would have drawn over 220 teams, increasing the total number by 35 percent or more. Under this scenario, a 220-team event would create between $1.75 M and $2.09 M in sales.

The USSSA Challenge Cup has rapidly grown over a short three-year period.

Planning for the 2022 event is well underway and includes expanding the tournament to 12 days and adding several new divisions. Strojan Kennison is expecting close to 500 teams for next year’s tournament, tripling the size of this year’s event.

If successful, an annual event of this magnitude would have a profound impact on the regional economy and could well generate an impact exceeding $5 M per year. n The author would like to thank Strojan Kennison, Director of Conference USSSA, for his insights about the Challenge Cup event, and Paul T. O’Leary, Director of Marketing, USSSA, for his assistance with information about 2021 Challenge Cup team rosters and USSSA Space Coast Complex.

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B R A N D

A W A R E N E S S

MEASURING ROI MEASURING THE SPACE COAST OFFICE OF TOURISM ADVERTISING ROI

BY DEBORAH WEBSTER, JOSEPH ST. GERMAIN, & PHILLIP DOWNS1

The 19th Century merchant, John Wanamaker, reportedly said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Business school students continue to repeat this quote over 120 years later.

As new advances in measuring advertising effectiveness surface, so does euphoria about the possibilities of knowing exactly how effective advertising is. In 1923, Claude Hopkins wrote in Scientific Advertising, “Advertising, once a gamble, has… become… one of the safest of business ventures. Certainly, no other enterprise with comparable possibilities need involve so little risk.”

Nearly 100 years later, “half of what I spend in advertising is wasted” may still be true.

“In the United States, firms annually spend about $500 per person on advertising. To break even, this expenditure implies that the universe of advertisers needs to casually affect $1,500 to $2,200 in annual sales per person, or about $3,500 to $5,500 per household. A question that has remained open over the years is whether advertising affects purchasing behavior to the degree implied by prevailing advertising prices and firms’ gross margins.”

There is no shortage of measures of advertising effectiveness or ROI. Yet, as we approach the holy grail of knowing how, when, and where to spend our advertising dollars, the issues seem to be more and more complicated. One of the latest tech34

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niques, Programmatic Advertising, enables marketers to target specific individuals as opposed to having to buy the entire audience. Armed with an arsenal of big data, advertisers learn about each audience member to determine whether an individual should be targeted with an ad and at what price. This all happens in near real-time, and advertisers can therefore make near real-time adjustments to their approach to optimize their ROI in advertising.

Yet, analysis by Google, comScore, the Internet Advertising Bureau, and other organizations reveal that about half of all ads served are never seen by a human, resulting in $100 billion ad spend wasted every year in the US alone, not to mention wasted research dollars that may have been used to plan the ad placements in the first place. Now, we know exactly which half of the money spent on advertising is wasted: it’s the half that marketers must now spend on third parties who have inserted themselves into the Programmatic Advertising ecosystem just to keep our investments clean. You need an ad blocking service to avoid buying questionable content and a separate verification service to make sure that the ad was viewable by a human.

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Space Coast Office of Tourism Research Design

interest in visiting the Space Coast prior to the campaign.

A challenge for the Space Coast variant of To estimate the effectiveness of advertising, the classic pre/posttest design is the difficulty the Space Coast Office of Tourism utilizes in getting Phase 1 individuals to respond to a second survey. The research design is essena variant of the tried-and-true method of tially an on-going panel, yet one constructed pre/posttests. In a pretest, measures of only for two phases and one without advance brand awareness, brand attributes, intent to work to ensure that panel members will travel, elements of the advertisements, etc., continue to be part of the panel. Hence, are measured in an independent sample of sample attrition can be high in this type of potential visitors in markets where the ad research design. campaign is scheduled to run. In a posttest, these same elements are measured. Changes Space Coast Office of Tourism in results from pre to post are attributed to the ad campaign.

Advertising ROI Example STEPS IN THE RESEARCH PROCESS Phase 1 • Independent sample of 1,200 potential visitors • Measure brand attributes, etc.

Ad Campaign • Run ads in selected markets Phase 1.5 • Recontact selected potential visitors • Measure actual visitation, notice ads, ad source, actions taken Phase 2 • Independent sample of 1,200 potential visitors • Measure brand attributes, etc.

The Space Coast research design varies slightly from the classic pre/posttest design in that there is an intermediate step in the research process. Figure 1 shows the Space Coast research design for testing advertising effectiveness.

The advantage of the Space Coast variant of the classic pre/posttest design is that it enables one to track actual visitation by individuals in the first independent sample that is conducted prior to the ad campaign.

Phase 1.5 is conducted after the campaign so it is possible to measure the impact of the ad campaign on people who expressed an

Examining advertising effectiveness was part of a greater objective of assessing brand awareness and determining the best approach for attracting visitors to the Space Coast.

Phase 1 – Pretest The pretest research design included an internet survey in early August 2020 with 1,200 potential visitors in the following key origin markets: • Atlanta • Miami/Ft. Lauderdale • Orlando • Tampa/St. Petersburg • West Palm Beach • Jacksonville Selection of these markets was also impacted by consumer sentiment during COVID-19, as travelers were more comfortable driving to destinations. Hence, there were more Florida destinations in this pretest than otherwise might have been the case.

There were 200 interviews per market, and potential visitors were defined as being between 21 and 70 years of age, earn more than $60,000 annually, serve as key vacation decision makers within their households, and have stayed in paid accommodations during a trip in the previous year.

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Pretest Results Unaided awareness of the Space Coast and its beach areas was modest (for example, 12% for Cocoa Beach), yet aided awareness of Cocoa Beach (78%) and Cape Canaveral (74%) was on par with awareness of other Florida beaches such as Fort Myers/Sanibel, Panama City Beach, Clearwater/St. Pete, and Sarasota, but lagged behind awareness of Miami/Fort Lauderdale, Daytona Beach, and Key West.

AIDED AND UNAIDED AWARENESS

BY DESTINATION Unaided Aided Southeast Beaches Awareness Awareness3 Miami – Ft. Lauderdale 45% 91% Daytona Beach 27% 89% Key West & Florida Keys 26% 87% West Palm Beach 4% 82% St. Augustine 15% 81% Cocoa Beach 12% 78% Ft. Myers – Sanibel Island 7% 77% Panama City Beach 16% 77% St. Petersburg – 23% 76% Clearwater Sarasota 14% 75% Cape Canaveral 1% 74% Please select each of the following beach vacation destinations in the southeast United States you have heard of.

3

PHRASES USED TO DESCRIBE HOW THE SPACE COAST IS DIFFERENT 0.0% 15.0% 30.0% 45.0% Kennedy Space Center/ Cape Canaveral Beautiful beaches & clear water Natural beauty & clean area Relaxing and peaceful Unique 36

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38% 32% 14% 12% 11%

Distinguishing phrases for the Space Coast in consumers’ minds were focused on the Kennedy Space Center and beaches.

Families and space enthusiasts were perceived as the types of people most likely to visit the Space Coast.

Three in five households interviewed reported visiting the Space Coast in the past 5 years. Key reasons for not visiting centered on lack of knowledge and preference for other destinations. Most recognizable names associated with the Space Coast were Kennedy Space Center, Port Canaveral, and Ron Jon Surf Shop.

One in three potential visitors (32%) had noticed Space Coast advertising in the previous 6 months with cable/satellite TV, VISIT FLORIDA, and the Space Coast’s social media as the top sources of advertising. About 15% of all consumers were influenced to visit, and 12% booked travel as a result of Space Coast advertising Over half of those interviewed (55%) claimed they were likely to visit the Space Coast in the next 12 months. These individuals were targeted for Phase 1.5 of the research.

SAW SPECIFIC ADVERTISEMENTS ABOUT THE SPACE COAST

INFLUENCED

BY SPACE COAST ADS 70%

60% 50%

48%

50%

45%

40%

40%

20%

20% 7%

10% 0%

60%

60%

40%

10% 0%

Yes

No

Don’t know

Yes

No/Don’t know

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Phase 1.5 In Phase 1, 591 individuals claimed they had interest in visiting the Space Coast. In December 2020, surveys were sent to 380 of these individuals for whom contact information was available. Of the 380 individuals, 190 completed and returned the Phase 1.5 questionnaire.

Among visitors to the Space Coast, nearly half (48%) had noticed advertisements for the Space Coast prior to taking their trips.

Forty percent of those who noticed ads for the Space Coat were influenced to visit the destination.

Travelers reported noticing Space Coast ads from a plethora of sources with VISIT FLORIDA and cable/satellite TV being the two cited most often. The Space Coast Office of Tourism’s advertising performed very well as its social media activity and its website SOURCES OF ADVERTISING 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

45%

Visit Florida Cable/Satellite Television Florida’s Space Coast social media Billboard Online banner ad VisitSpaceCoast.com Video streaming services Travel/Visitor Guide Email Other social media pages Radio Magazine Music streaming services Airport signage Newspaper

43%

(VisitSpaceCoast.com) were two of the top 6 media sources recalled by those who noticed Space Coast advertising.

In addition to the ROI for Space Coast’s advertising, the ad campaign encouraged potential visitors to take other actions that are beneficial to the destination. For example, 3 in 5 visited VisitSpaceCoast.com.

ACTIONS TAKEN BASED ON AD CAMPAIGN 0.0% 15.0% 30.0% 45.0% 60.0% 75.0%

Go to VisitSpaceCoast.com

60%

Go to the internet to learn more about the Space Coast

53%

Go to Visit Space Coast’s Facebook page, Twitter, etc.

50%

Post on social media about the Space Coast Ask a friend about the Space Coast Other

33% 15% 10%

40% 38% 38% 38% 25% 18%

23%

18% 18% 15% 8% 5% 5% VisitSpaceCoast.com

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IMPACT OF SPACE COAST ADVERTISING CAMPAIGN Pretest Sample 1,200 people in 5 markets Follow-up survey 591 of the 1,200 people in the pretest sample Visited the Space Coast 83 people Noticed any advertising about the Space Coast 48.2% of people who came Influenced by any advertising about the Space 40% of people who came & were exposed to advertising Coast about the Space Coast Influenced by Space Coast Office of Tourism 1.3% of all potential visitors advertising ROI OF SPACE COAST AD CAMPAIGN People in 5 metro areas with 3,974,741 HHI > $60,000 Visitors influenced by Space Coast 51,672 advertising to visit Spending per travel party per day $357.44 Total spending by travel parties $18,469,509 influenced by advertising Space Coast spending in 5 $750,000 markets Visitor spending per dollar of Space $24.63 Coast advertising

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ROI of Ad Campaign Of the 1,200 people interviewed in Phase 1, 83 visited the Space Coast, or 6.9% of the sample. Of these individuals, 48.2% noticed advertising about the Space Coast.

Of this group, 40% were influenced by the Space Coast advertising to visit. Hence, 1.3% of all people in the Phase 1 sample visited the Space Coast because of advertising.

In determining the ROI, one must determine the number of people in the target

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markets who were potentially exposed to the advertisements. Estimating this number is as much art as it is science. We decided to take the average of the city and metro population figures in each of the five metropolitan markets targeted by the campaign. The resulting figure was 3,974,741 people.

Since 1.3% of Phase 1 sample was influenced to visit the Space Coast because of advertising, that percentage was applied to the total number of people exposed to the ad campaign. In the survey, visitors were asked how much they spent during their visit to the Space Coast. Travel party size was 2.8 and travel parties stayed an average of 2.8 days.

said, “half the money I spend on advertising is wasted...” we see this is not the case for the Space Coast Office of Tourism advertising.

Considering the investment of $750,000 for an ad campaign resulted in visitor spending 24 times that amount ($18,469,509), their advertising was successful in driving visitors to the destination. An additional 1.3% of potential visitors actually visited. These individuals generated nearly $18.5 million additional spending in the destination. n 1

Florida’s Space Coast Office of Tourism. Joseph St. Germain, Ph.D. and Phillip Downs, Ph.D. are President and Senior Partner, respectively, for Downs & St. Germain Research.

2

The Space Coast Office of Tourism spent $750,000 on the ad campaign that generated $18,469,509 in visitor spending. Visitor spending per dollar of advertising was $24.63.

Deborah Webster is Research & Analytics Director for

The Unfavorable Economics of Measuring the Returns to

Advertising, Randall A. Lewis, Justin M. Rao The Quarterly Journal of Economics, Volume 130, Issue 4, November 2015, Pages 1941–1973.

Conclusion If we look back to the 19th Century merchant, John Wanamaker, who reportedly

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of the

2020 AAU Jr Olympic

THE ECONOMIC IMPACT OF THE 2020 AMATEUR ATHLETIC UNION JUNIOR OLYMPIC GAMES

BY MIKE SLOTKIN, Ph.D.

1.0 Introduction The May 3, 2021 executive order issued

by Gov. Ron DeSantis suspending Florida’s remaining Covid-19 public health mandates provides a strong barometer for where Space Coast tourism was 12 months ago, and how far it has come. As the ebbs and flows of this dismal pandemic start to recede, the economic carnage of spring 2020 slowly fades away. But one year ago, as bed tax collections in the second quarter of 2020 rolled in at a rate 48 percent less than the previous year, Space Coast tourism was in a very dark hole. One economic light that softened the blow of last year’s Covid-19 summer was the eleventh hour agreement to host the 2020 Amateur Athletic Union Junior Olympic Games (hereafter AAU-Jr Olympics). Generating an economic impact of $4.34 million and bed tax collections of just under $88,000, the AAU-Jr Olympics offered a much needed charge for what was a beleaguered tourism sector.

Games

That these games were even held in Brevard County in the first place is a fascinating story in its own right. Originally slated for Virginia’s Tidewater area, Covid-19 related facility closures necessitated a last-minute change of venue, and into the breach stepped a Cocoa Beach resident named Rusty Buchanan, who just happens to be the AAU’s 1st Vice-President.

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Buchanan spearheaded a logistical challenge in event planning and management with little more than two months lead time. In this project he was assisted at the local level by the Brevard County Board of Commissioners, Florida’s Space Coast Office of Tourism (FSCOT), and the Brevard County School Board, and was championed at the state-level by Gov. Ron DeSantis.

Local officials in Satellite Beach and Cocoa Beach – event hubs – as well as the Brevard County Sheriff’s Office greatly contributed to this effort.

What’s so remarkable is that this isn’t the first time Buchanan has been called out of the bullpen for a late-inning relief appearance. The Space Coast also served as a replacement-host back in 1994, when the city of Houston had to withdraw six months 44

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prior to the games. Despite the challenges, one area’s loss becomes another’s opportunity, and the Space Coast emerged to fill the breach. Given the uncertainty surrounding travel and accommodations, the event organizers anticipated that participation and attendance figures would not be representative of a typical AAU-Jr Olympics, and yet, participants and other unique attendees in the thousands visited the competition venues of the Space Coast from July 26-August 9, 2020. To say this tourism infusion provided a boost for the Space Coast would be a significant understatement. As Peter Cranis, FSCOT’s Executive Director, said at that time: “The timing of [the AAU-Jr Olympics] couldn’t be any better.” In this issue of the Space Coast Tourism Journal, we look back at the AAU-Jr Olympics, and what it meant for the Space Coast.

2.0 The AAU-Jr Olympics The AAU is tasked with promoting and developing amateur sports, and the AAU-Jr Olympics are its flagship offering. With over 700,000 members, the AAU, in its 100+ year history, has played a critical role in cultivating amateur athletics as well as future Olympic Champions. Inaugurated in 1967 with national championships in swimming and track and field and about 500 competitors, the AAU-Jr Olympics has grown in the half-century that followed into a multi-games gathering comprising twenty sports and more than 15,000 participants. With the outbreak of the Covid-19 pandemic, the 2020 games were a slimmed down version of its immediate predecessor, with about 4,000 athletes competing and another 7,000 unique visitors in attendance.

In terms of area of participation, the following sports were contested: Basketball; Beach Volleyball; Bowling; Football (7v7); Footgolf; Karate; Lacrosse; Soccer; Standup Paddleboarding; Swimming; and, Track & Field. Additionally, about 75 athletes participated in the Presidential Youth Fitness Program. Venues were scattered throughout Brevard County, including high school gymnasiums, regional and beachfront parks, aquatic and recreation centers, and a commercial bowling establishment.

The largest pool of competition, track and field, which like its senior Olympics counterpart is the signature event in the AAU-Jr Olympics, was held at Satellite High School.

This beachside community lies about 10 miles south of Cocoa Beach, and its Scorpion Stadium track had been refurbished just two years prior. Covid-19 protocols adhering to

summer 2020 CDC guidelines were in force, which served to extend the timeline of events while limiting attendance at any specific time. As a consequence, rotating streams of visitors throughout the day created logistical challenges in parking and site cleaning, which necessitated heightened awareness and stewardship from the site director, city manager, and public safety officials.

Indeed, these challenges, combined with an abiding concern for community welfare, led to less than universal support from the general public for hosting the event. But not so from the participants and their parents, who collectively extolled the games, their conduct and management, and the pleasant atmosphere and opportunities for recreation on the Space Coast.

One additional sub text to consider is that for many of these participants, due to spring 2020 season cancellations, the AAU-Jr Olympics offered the first chance to compete in a quite a while. Moreover, the conventional wisdom at that time was that competitive meets would not be on the radar for the foreseeable future. At this level of competition, participants are likely candidates for college scholarships, and in the expected absence of a high school season, banking a meet certified time was on the minds of many athletes and their parents. For them, the games weren’t a risk in the face of a pandemic, but a respite from the upheaval.

3.0 Study Methodology & Demographic Details The three crucial elements required to estimate an economic impact are the ability to: 1) properly sort attendees into their appropriate visitor type; 2) establish a spending profile for those cohorts; and, 3) ascertain a reliable crowd count for those respective segments. This necessitates the surveying of the guardians of event participants, which was conducted under the direction of FSCOT’s Research Director.

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Collaborating via Facebook, event attendees were served with online inducements to complete a short questionnaire dealing with visitation type, accommodations, party expenditures, and prior travel to the Space Coast. In total, approximately 332 surveys were collected for the AAU-Jr Olympics, and data on party demographics and previous visitation to the Space Coast are detailed in this section.

Survey respondents were asked to assign a visitation type to their party; whether they were overnight lodging guests, daytrip visitors, or local/seasonal residents. Visitation assignment is oftentimes indicative of both spending type and magnitude. Figure 1 details an unsurprising breakdown for a national competition, in which slightly more than three-fourths of surveyed parties were overnighters with another 12.3 percent describing themselves as daytrippers. About one-ninth of respondents denoted that they were local or seasonal residents of the Space Coast, which corresponds with the 12.8 percent of

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FIGURE 1: DISTRIBUTION BY PARTY VISITATION TYPE

11.1% 12.3%

Overnighters

76.5%

Daytrippers

Locals

participating athletes who registered from Brevard County.

Further insights are afforded by examining the geographic origins of survey respondents, which are presented in Figure 2. Utilizing the revealed zip codes, and

focusing solely on those states whose representation constitutes at least 1.5 percent of the overall sample, the relatively strong draw from “drivable” southern states is apropos for the transportation restrictions of the day.

While Florida’s modal position was expected, it is interesting to note that both Texas and Georgia, the second and third strongest draws, reported zip code distribution percentages roughly congruent with their share of registered athletes (8.1 and 3.7 percent, respectively).

FIGURE 3: AVERAGE PARTY SIZE

BY VISITATION TYPE

2.95 4.39

3.56

FIGURE 2: PARTY ZIP CODE DISTRIBUTION BY STATE (MIN. 1.5%) 0.0%

1 2 3 4 5 6 7 8 9 10 11 12 13 14

12.0%

24.0%

36.0%

48.0%

1.78% 1.78% 1.78% 2.07% 2.66% 2.66% 2.96% 2.96% 3.25% 3.25% 3.55% 4.73% 8.88% 42.31%

Spending profiles are driven by the need for accommodations and food/drink as well as by differences in both length of stay and party size. Figure 3 showcases the latter.

For this event, perhaps due to the need for families with children to stick together for a multi-day excursion away from home, overnighter parties reported an average party size almost one individual greater than daytripper parties and close to 1.5 persons greater than local/seasonal parties. It will be interesting to see whether future AAU JrOlympics, once removed from the exigent circumstances of Covid-19, adhere to this baseline.

Overnighters

Daytrippers

Locals

Further unpacking the demographic of party size, Figure 4 profiles the distribution of AAU-Jr Olympics overnighters based on survey respondents’ tabulated answers. As would be expected, about four out of five parties ranged between 2 and 5 persons inclusive, and about 91 percent of all parties were comprised of less than 9 individuals.

At the high tail end of the distribution were about 6 percent of overnighter parties who indicated a travel size of 13 individuals or more. It is likely that large extended family units did, in fact, attend the event to witness their children and grandchildren compete. On the other hand, there are inherent difficulties associated with expenditure measurement with a group so large. We decided to maintain these large parties in the analyses which follow, and the derived estimates for visitor expenditures conform to previous tourism studies performed.

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FIGURE 4: OVERNIGHTER PARTY SIZE DISTRIBUTION 0.0%

13+ Persons 11 9 7 5

10.0%

20.0%

5.9% 0.8% 0.8% 0.4% 1.2% 1.6% 2.0% 3.9% 9.8%

30.0%

29.9

70.1

24.8% 24.0% 22.4%

3 1 person

FIGURE 5: OVERNIGHTER PARTY PREVIOUS VISITATION TO THE ™ SPACE COAST

2.4%

1st Timers One final party demographic question pertained to previous visitation to the Space Coast, which is of particular interest when considering the sport/competition tourism niche. Figure 5 reveals that just about 30 percent of AAU-Jr Olympics overnighter parties had previously visited the Space Coast, while about seven out of ten were first time visitors. While trip itineraries were clearly focused on sporting competitions, and many recreational opportunities were off-limits, Space Coast leisure amenities during the games included the beach, a NASA KSC rocket launch, and other outdoor excursions. Utilizing the 2020 AAU-Jr Olympics to convert families who really did not intend to visit the Space Coast during summer 2020 into future returning guests is a question we explore later in this report.

Returnees

4.0 Accommodations & Spending Economic impacts are derived when new dollars are injected into a regional economy.

The primacy of the overnighter market segment in the minds of tourism officials rests on the significant expenditures typically accrued via lodging procurement and the concomitant bed tax collections which flow from those rentals. As Figure 6 details, survey respondents indicated that 95 percent of overnighter parties rented room nights in the high-end lodging categories of hotel/motels, short-term rentals (e.g., AirBnB), and condos. Almost one percent utilized campgrounds and RV parks, while about 4 percent stayed overnight on the Space Coast, but did not purchase lodging.

FIGURE 6: LODGING TYPE BY OVERNIGHTER PARTY 0.0% Did Not Pay for Accommodations Campground/RV Park Condo Short-term Rental: AirBnB, VRBO, Homeaway, etc.

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20.0%

40.0%

60.0%

80.0%

3.9% 0.8% 6.3% 25.6% 63.4%

Most likely these parties stayed with friends or family. All told, this is a hugely consequential result for economic contribution, as more than three-fourths of participant parties were overnighters, and about 95 percent of that cohort rented lodging at the loftier price points.

Figure 7 reveals the locale of procured accommodations, which yields little in the way of surprise. The AAU-Jr Olympics was principally based in the Satellite Beach area, which lies just north of Indian Harbour Beach, Indialantic, and Melbourne Beach, and just south of the Cocoa Beach/Cape Canaveral strip. Collectively, those regions comprise approximately 73 percent of the rental choices made by survey respondents.

About one out of five overnighter parties resided in Melbourne, which could range from the downtown/airport area all the way north

to Viera, whose regional park was the site for both football (7v7) and lacrosse.

Turning our attention to spending activity by tourist parties, Figures 8 and 9 detail the expenditures by category on an overall party basis as well as per person. In total, survey responses suggest an average, overnighter party expenditure of about $1,660 for their AAU-Jr Olympics trip. About 75 percent of visitation spending occurred on lodging and restaurants. Another 20 percent of trip payments were expended on recreational and retail purchases, which are somewhat lower than usual for event studies like this and most likely reflects the limited free time visiting parties actually had due to the nature of the competition. The balance of spending was devoted to transportation, fuel, and other services.

FIGURE 7: LODGING LOCALE BY OVERNIGHTER PARTY Other Brevard Rockledge - Merritt Island Palm Bay Indian Harbour Beach Indialantic Melbourne Beach Cape Canaveral Satellite Beach Melbourne Cocoa Beach

0.0% 1.6% 1.6% 2.0% 2.9% 3.3%

18.0%

36.0%

54.0%

7.0% 7.4% 13.9% 21.7% 38.5%

FIGURE 8: OVERNIGHTER TRIP SPENDING PER PARTY BY CATEGORY $0.00 Total Other Services Local Transportation Gasoline Retail Purchases Recreation Dining & Beverages Lodging

$600.00

$1,200.00

$1,800.00 $1,661

$11.11 $7.63 $51.33 $230.48 $103.60 $339.32 $917.06 VisitSpaceCoast.com

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On a per-person basis, the average, overnighter spent in the neighborhood of $380 on the Space Coast during his/her AAU-Jr Olympics experience. By factoring in an average length of stay of about 4.15 days, trip expenditures per person can be further defined to any average daily expenditure or burn, which amounted to about $91.25 per day. While this burn is typically $25-40 higher in other studies reported by the Space Coast Tourism Journal, we again note that recreational and retail purchases

were likely inhibited by the constraints of an active competition schedule combined with enacted Covid-19 restrictions. In normal times, there would have been more spending at area recreational attractions such as the KSC Visitor’s Center, Brevard Zoo, and at iconic retailers like Ron Jon Surf Shop and the Cocoa Beach Surf Company, and others.

The other tourist segment driving economic impact is daytrippers, who

FIGURE 9: OVERNIGHTER TRIP SPENDING PER PERSON BY CATEGORY $0.00 Total Other Services Local Transportation Gasoline Retail Purchases Recreation Dining & Beverages Lodging

$150.00

$300.00

$450.00 $378

$2.53 $1.74 $11.69 $52.50 $23.41 $76.99 $208.91

FIGURE 10: DAYTRIPPER & LOCAL TRIP SPENDING PER PARTY BY CATEGORY $0.00

$75.00

$150.00

Total

$130

$0.61 $0.81 $0.00 Local Transportation $4.59 Other Services

$32.12 $19.43

Gasoline Retail Purchases Recreation

$36.08 $8.75 $4.65

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$86.58

$50.65 $0.00 $13.84

Locals

$135.42

$225.00

$300.00 $263

ventured into and back out of Brevard County to watch their participating child compete.

Given the multi-day nature of the games, and the fact that some parties contained more than one participating youth, daytrippers may very well have spent more than one day on the Space Coast, utilizing restaurants, retailers, gas stations, and other services to support their day-long visits. Every evening, however, they would travel outside the county to bunk for the night.

Figures 10 and 11 provide a snapshot of daytripper spending, both at the party level as well as per person. For completeness, we also include the corresponding figure for local/seasonal residents, even though it was decided to exclude that cohort from the actual impact analysis. The average daytripper party spent about $263 during their Space Coast visitation. Factoring in party size, the average daytripper expended around $69. For locals, the corresponding dollar amounts per party and per person were $130 and $40, respectively.

One interesting highlight from Figure 11 involves the small average lodging expenditure recorded for locals. A typical pattern observed in Space Coast Tourism studies of signature events is the consistent utilization of lodging rentals by local attendees. With many events located beachside, and with the ease of onsite accommodations, local resident are procuring rooms at area establishments for greater amenity.

Collectively, the spending average of tourist parties constitutes one vital prerequisite for economic impact analysis, but its companion, the estimated number of unique visitors, is equally important and oftentimes subject to error. Before this report turns its attention to the vital question of just how many tourists came to Brevard County, the Space Coast Tourism Journal had an opportunity to speak with the Cross Family from Columbus, Ohio.

Leena Cross, a ten year old, competed in the 400 meter dash and made it into the Finals.

The Cross Family spent four enjoyable days on the Space Coast and a profile of that trip is presented in the following section.

FIGURE 11: DAYTRIPPER & LOCAL TRIP SPENDING PER PERSON BY CATEGORY $0.00

$20.00

$40.00

Total Other Services Local Transportation

$40.43

$10.03 $5.91

Retail Purchases

$11.51

Daytrippers

$21.11

$3.97 $1.12

Dining & Beverages Lodging

$80.00 $69.18

$0.14 $0.28 $0.00 $1.56

Gasoline

Recreation

$60.00

$15.36

$33.93

$0.00 $4.70

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5.0 Unique Visitors One of the most critical aspects in conducting a reliable economic impact analysis is the establishment of a faithful visitor count. Spending profiles for the Space Coast have been benchmarked over a variety of tourism event studies, from air and boat shows to ecotourism and art festivals, sporting competitions, and others. In short, we know plausible ranges that exist for daily and per person spending. What provides the biggest source of potential error is the application of those spending averages to a population that is unverified by ticketing or other entry guardrails. And it is the inflation of crowd estimates that produces most of the hyperbole in economic impact estimation.

For the 2020 AAU-Jr Olympics, what is known is that almost 4,000 athletes competed in the games, and according to Mitch Varnes, the event’s operations director, about 20,000 spectators attended some aspect of the competition. But to assume all 20,000 are unique visitors is unrealistic; many parents, non-participating siblings, friends and extended family members attended multiple sessions watching their loved one participate. So an

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accurate count and corresponding uninflated economic impact assessment relies on determining what portion of those 20,000 are truly unique visitors.

One place to begin involves party size exclusive of athletes. While survey results provided estimates for the average party size for local, daytripper, and overnighter parties, it would be a mistake to attach those averages to all participating athletes (i.e., 3,969) as distinct travel units. Careful inspection of randomly selected rosters for various state lists indicates, by locale and common last name, that many siblings competed, which is likely underestimated due to name dissimilarities with step-families. We believe that 1.5 rather 1.0 athletes per party is a more realistic estimate, yielding approximately 2,646 athlete parties (i.e., 3,969/1.5). With an overall average party size of about 4.13 persons, and with 1.5 athletes per party, that implies that about 2.63 non-participating unique visitors exist within each party. Multiplying these non-participating unique visitors by the imputed athlete parties (i.e., 2.63 x 2,646) yields, in total, 6,950 non-participating unique visitors.

In aggregate, that sums to almost 11,000 (i.e., 3,969 + 6,950 = 10,919) AAU-Jr Olympics participants and spectators that need to be prorated, by the averages established in Figure 1, into overnighters, daytrippers, and locals. For full transparency, those segments amount to 8,353 overnighters, 1,348 daytrippers, and 1,217 locals. These cohorts, multiplied by the per person spending averages detailed in Figures 9 and 11, inform the economic impact analysis which is presented in the following section.

One final point should be made in offering corroborative support for these numbers. The 6,950 non-participating unique visitors are the spectators who watched their children and siblings compete. An overall count of 20,000 implies that the average spectator attended 2.88 sessions, and with multi-day events and an average length of stay of 4.12 days, this is entirely plausible and reasonable.

6.0 Economic Impact of the 2020 AAU-Jr Olympics The economic impact of the 2020 AAU-Jr Olympics is an estimate of the flows of spending associated with the event and their identified changes in sales, income, and employment within Brevard County. Impacts are estimated via input-output modeling, where an input-output model describes the flows of economic activity between production sectors, capturing what industries must purchase from one another in order to produce goods and services.

An input-output model for the economy of Brevard County was constructed using IMPLAN™ (www.implan.com), an integrated software and data package used by more than 1,300 academic institutions, federal and state government agencies, and private consulting firms. Expenditures associated with Falcon Heavy tourist spending were then applied to IMPLAN™’s social accounting model which factors in commuting, tax, and saving behavior by households in establishing multiplier effects.

Due to forward and backward linkages within an economy, a multiplier process unfolds whereby an initial round of spending (the direct effect) generates secondary effects (both indirect and induced). Indirect effects are changes in production that occur along the supply-chain; for example, an increase in restaurant meal purchases triggers production responses from food and beverage vendors that supply eating and drinking establishments. In contrast, induced effects represent changes in economic activity resulting from income changes, or in other words, workers supported by tourist related purchases expend their earnings on an array of consumer goods and services, much of which occurs locally.

Leakages out of the local economy occur in the form of taxes, savings, profits to out-ofarea residents, and payments for goods and services from outside the study region (i.e., imports). These leakages are the foundational reason why the multiplier process, rather than working in perpetuity, exhausts itself and dissipates. Economic impacts are stated in terms of sales, income, and employment figures. Income (or value-added) describes the payments made by industry to wages, interest, profits, and indirect business taxes. It is analogous to the gross domestic product estimates frequently cited in business/macroeconomic reports.

Based on an estimated 6,950 unique visitors accompanying 3,950 athletes, approximately 1,348 daytrippers and 8,353 overnighters visited the visited the Space Coast for the primary purpose of participating and spectating at the 2020 AAU-Jr Olympics.

Their spending per person, detailed in Figures 9 and 11 and aggregated in total, inform the IMPLAN™ model. No other spending is included in this analysis other than the purchasing behavior of these primary tourists.

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Table 1 provides an overview of economic impacts derived from the 2020 AAU-Jr Olympics on the economy of the Space Coast. All told, the tourism expenditure flows associated with the games generated a total output (sales) effect of about $4.34 million, and a total income effect (i.e., value-added) of about $2.37 million.

Because some sales are actually inputs in the production of other final goods, income created is always a subset of the sales impact. Income includes both labor and non-labor compensation (i.e., dividends, interest, and rents); for convenience, the subset of total income generated that would accrue solely to labor is also provided (i.e., $1.41 million). From the perspective of employment, the level of tourism sales activity produced by the games would support about 50 full and part-time jobs.

Finally, economic impacts derived from local spending have been excluded from these results.

total effect that was a factor greater than the initial change in expenditure (i.e., the direct effect). Focusing on sales (output), by dividing the total effect (i.e., $4,340,090) by the direct effect (i.e., $2,830,555), a multiplier of 1.53 is yielded. In aggregate, each dollar of tourism expenditure precipitated by the games generated an additional 53 cents of sales.

Earlier in this section a discussion of the multiplier process was provided which explained what the indirect and induced effects were and how they led to a final

Finally, and in the spirit of recognizing that estimates of unique visitors are imperfect, it should be noted that economic impacts are inherently linear propositions. If the inter-

IMPLAN™ also affords the ability to detail impacts by industry, and Table 2 presents the Top 5 sectors impacted by the games.

In this way it is possible to ascertain the total sales effect of AAU-Jr Olympics visitors on overnight lodging. About $1.76 million is the aggregated output effect, which when combined with an assumed daily room rate of $139, implies an equivalency of about 12,650 room nights rented throughout the Space Coast. It likewise entails a bed tax collection of about $87,950 (i.e., $1,758,928 x 0.05).

TABLE 1: ECONOMIC IMPACT OF THE AAU-JR OLYMPICS Impact Type Direct Effect Indirect Effect Induced Effect Total Effect

Employment 37 6 6.4 49.5

Labor Income $916,979 $242,172 $246,113 $1,405,264

Value Added $1,537,016 $391,160 $442,718 $2,370,893

Output $2,830,555 $733,462 $776,074 $4,340,090

TABLE 2: ECONOMIC IMPACT OF THE AAU-JR OLYMPICS BY TOP 5 SECTORS Sector Hotels & Motels Full-service Restaurants Museums, Historial Sites, Zoos & Parks Real Estate Retail - General Merchandise Total 54

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Employment 17.4 14.5

Labor Income $441,991 $325,981

Value Added $985,486 $365,606

Output $1,758,928 $720,788

2.7

$83,045

$90,736

$200,477

1.1 2.2 37.9

$13,050 $59,425 $923,492

$81,903 $94,678 $1,618,409

$149,885 $147,354 $2,977,432

ested reader has a more informed estimate of the overall number of Space Coast visitors due to the 2020 AAU-Jr Olympics, that percentage increase or decrease in population size will also be reflected in a similar percentage increase or decrease in the respective economic impacts.

12 delves into that notion of by discovering from survey respondents their likelihood of returning to the Space Coast for a leisure vacation.

7.0 Final Perspectives Suffice it to say that while the AAU-Jr Olympics will probably not return to Brevard County anytime soon, other sporting competitions certainly will, and sports-related tourism is a burgeoning market niche.

Converting these sports enthusiasts into return visitors, whether for competition related reasons or simply to enjoy a recreational, beach-themed vacation, is of vital interest to FSCOT officials. How participants really feel about an area is evidenced by their expressed willingness to return. Figure

When asked, “How likely are you to return to Brevard County/the Space Coast for a leisure vacation,” almost 39 percent of AAU Jr Olympics overnighters stated that they were “very likely” to return. Examining only those overnighters that were first time visitors to the Space Coast, approximately 35.4 percent indicated they were very likely to return. These are the modal responses, and their congruency suggests that the exposure to Space Coast living those AAU-Jr Olympics first-time visitors received left quite the impression. No doubt many of these visitors will be lying on Space Coast beaches in the years to come. Until next time, for the Space Coast Tourism Journal, have wonderful, Covid-free summer. n

FIGURE 12: OVERNIGHTER LIKELIHOOD OF RETURNING TO THE SPACE COAST 0.0%

15.0%

30.0% 35.4% 38.6%

Very Likely 24.7% 26.0%

Somewhat Likely

27.5% 25.2%

Maybe 8.4% 7.1%

Somewhat Unlikely Very Unlikely 1st Timers

45.0%

3.9% 3.1%

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THE WOODS FAMILY FROM GILBERT, ARIZONA the most of their 2020 AAU Jr Olympics, completing six matches over a two-day schedule and recording a 3rd place finish. That result earned the teammates much deserved bronze medals!

Metaphorically speaking, the trip for Rylee was actually much longer, in fact, three years in the making. While she participated recreationally with her family during their beach vacations, she only started playing beach volleyball competitively at the age of nine, when on a whim, she entered a big tournament at Hermosa Beach in California. Predictably, she took her lumps, but a love affair with the game emerged, and now, at the age of 12, she regularly competes in national-level tournaments.

Rylee’s Mom and Dad – Michel and Woody – support her volleyball passion, traveling with her throughout For Rylee Woods of with quite a few towns in the United States in what is Gilbert, Arizona, the path to between. Accompanied by competing in the 2020 AAU Rylee’s parents, the duo from truly an active competitive calendar. Indeed, in the midst Jr Olympics was not what metro-Phoenix took a flight of the Covid-19 pandemic, anyone would call “linear.” to Huntsville to compete in A blossoming star in the the USAV Nationals, followed when Arizona in particular was hit pretty hard, Rylee amateur ranks of beach by a rental car road trip maintained her edge by volleyball, 11 year old Rylee, to the Space Coast via the along with her Mesa, Arizona Florida Panhandle and a Gulf training with her brother Jake on her own “home” court, partner Natalie Lorenzo, trav- Coast swing. On the sands eled to the Space Coast by of Cocoa Beach’s Lori Wilson which her parents installed way of Huntsville, Alabama, Park, Rylee and Natalie made just a few years back.

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Despite the tight restrictions on play in metro-Phoenix, the flexibility afforded by remote learning enabled travel opportunities for Rylee that ordinarily might not be in effect during a regular school year.

While 2020-21 events were limited within the state of Arizona, Rylee did manage to compete in several tournaments in other states, and will participate in the 2021 AAU Jr Olympics. Just like the previous three summers, she’ll be basically on the road competing during the month of July.

For beach volleyball players, competitive accolades and college scholarships are at stake, just like they are for participants in basketball, football, swimming, and track & field. But perhaps the biggest benefits afforded AAU Jr Olympics participants like Rylee are those that are harder to monetize, but ultimately much more important. As her Mom Michel noted: “Rylee used to be very shy, and these trips are about so much more than volleyball. She’s meeting people from all over, and representing herself, her club, and her state. The friendships she makes, the interactions with people … these are life skills she can use for the rest of her life.”

From a tourism perspective, the Woods travel party – Rylee, Michel, Woody, and Natalie – represent the prototypical overnighter party, much sought after by tourism officials. Five wonderful nights at the Cocoa Beach Oceanfront hotel anchored a sports tourism holiday that included an Italian

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restaurant outing as well as pit stops at Chick-fil-a, loading up on groceries from Publix, shopping excursions at Ron Jon Surf Shop, and a recreational airboat ride. Despite their hectic match schedule, Rylee and Natalie also managed to hit the beach to watch a NASA KSC rocket launch. In total, the Woods travel party managed to spend about $3,500 in Brevard County, which over a 5-day trip amounts to an average daily burn of about $175 per person. That certainly represents the high-end of the overnighter expenditure distribution.

Though the Woods party visited the Space Coast because of the 2020 AAU Jr Olympics, this wasn’t their first trip to Brevard County, and according to Michel, it won’t be their last. Until we see them again, we wish Rylee and Natalie the best at the upcoming 2021 AAU Jr Olympics. n VisitSpaceCoast.com

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Hidden Treasures: Historical Tourism

HIDDEN TREASURES: HISTORICAL TOURISM ON THE SPACE COAST

BY LYNNE MIMS

Sun, sand, and space are the usual things that come to mind when thinking of Florida’s Space Coast. Despite the emphasis on surfing and space exploration, there exists a thick cultural history here, one that has been built up by its founders and families who have called Brevard County their home for generations. At the root of these cultural histories are stories: stories of love and family, of hard work and dedication, of human rights and our collective fight for justice and equality. Though these stories are not well known, they are not untold - you just have to know where to find them.

Bensen House

Space Coast

Our journey begins at one of the southernmost parts of the Space Coast in the town of Grant. Driving north on US Highway 1, the quaint, whitewashed Cracker house that sits almost touching the shoreline of the Indian River is near impossible to miss. Bensen House, or as it is sometimes referred, the 1916 House, originally belonged to Atley Bensen and his wife Clara Christensen. The Bensen and the Christensen families were leading pioneers of Grant. Atley’s father, Louis, had read in some of the local Wisconsin newspapers that Florida had much to offer in terms of quality of life, which prompted both families to uproot and make the long journey south. Despite the media’s rosy imagery, the Bensen family arrived in 1893 to discover the harsh realities of Florida’s stifling heat, mosquitoes, gators, and other natural obstacles to comfortable living.

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Rib City” and retains some of the old charm of the original trading post.

In spite of the challenges, they explored every opportunity to make ends meet. Louis established the first general store in Grant, which served as a post office and railway express office. He became the area’s second Postmaster, appointed in May 1894. The building still exists today as “Grant Station 62

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Louis’ sons, Atley and Adolph went on to become pineapple farmers, taking advantage of the abundance of fruit trees that grew on the barrier island a short distance across the river from their home. After the Great Freeze of 1894-1895 devastated their crop, they turned their hands to commercial fishing. The Bensen and Christensen families were close; both brothers married Christensen sisters and built houses side by side on the river. The Bensen house was eventually moved in 1985 less than a mile from its original site onto the land where it now sits, the site of Grant’s very first house, which unfortunately burned down in

the 1970s. By combining the site of Grant’s first house and the 1916 Bensen house, it enabled the preservation of these two important historical assets of the area.

The house was donated to the Grant Historical Society by Atley and Clara’s son, Russell, in 1984, in memory of his mother who passed several years earlier. Some thoughtful restoration has taken place, and the home was opened as a museum in 1987.

The house is definitely worth a visit as the unassuming yet authentic structure gives the visitor a true feel for Florida living in the early 20th century. The well-maintained picnic area and beautiful new dock enable visitors to enjoy the natural breeze from the water and take advantage of picturesque views that feature the prominent barrier island that once provided a livelihood for these families. The Society does not charge for admission to Bensen House. Maintenance and upkeep is dependent on visitor donations, events, and the generosity of the local community. When you stop by, consider

contributing to the preservation of this little piece of Grant’s history.

Green Gables Continuing north on Highway 1, as you pass the Melbourne Causeway, you will find Green Gables on your right. Driving into the property, glimpses of the Indian River peek through the branches of century-old oaks, majestically extending their limbs towards the roof of this tired-looking but nonetheless remarkable home.

Back in its days of splendor, Green Gables was owned by William and Nora Wells.

Despite their considerable wealth and status, Nora’s health was of concern to her family.

She suffered from bouts of pneumonia, and they thought it prudent to look for a winter home further south in order to escape the harsh, Northeast winters. Florida seemed an obvious choice, and in 1896, the couple began scouring the state in earnest.

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Their search eventually brought them to Melbourne, a small community at that time, home to just 500 families. Despite the rawness of the area, the lure of its natural beauty, proximity to the beach, and overall friendliness of the local people prompted the Wells to purchase 125 acres of land, which included extensive riverfront footage.

Before leaving Melbourne to return north, the Wells commissioned a local builder to begin construction on their new, seasonal home. The work took approximately nine months, and when they eagerly returned in 1897, it would have been amusing to witness Nora's reaction as she first set eyes on their new abode. At the time, Florida’s construction was mostly vernacular* in style. The house had been well constructed, but Nora was likely expecting something more elaborate. At the turn of the century, the flamboyant and eclectic Queen Anne architecture** was catching on in the Brooklyn area, and Mrs. Wells had probably taken a liking to the uniqueness of its style.

Over the next few years, under her direction, the home transformed from a simple 64

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box style to the architectural beauty it still boasts today.

The Wells’ commitment to this beautiful home and to the Melbourne area in general became increasingly evident over the 30+ years that followed. Their wealth benevolently helped the city grow and improved the quality of life for all its residents. Their commitment to education in particular led to the fully funded construction of the city’s first library, the first high school, and an impressive auditorium that could seat 1,000 people. When you visit the home today, it is difficult not to be disheartened by its diminished condition. Family members had resided in the house up until 2005, when a particularly active hurricane season took its toll on the house. The enormous cost of restoration left the home all but abandoned for a decade. The trees, bushes and shrubbery continued to grow, unabated, obscuring it from sight from all directions.

This beautiful structure with its important historical footprint was beginning to fade away from the community in which it had played such an important part.

Moore Center Pritchard House 50

Sams House MERRIT ISLAND

COCOA BEACH

Lawndale

AN CE ATLANTIC O

Field Manor

Rossetter House

Green Gables MELBOURNE BEACH

Historic Homes

B R E VA R D COUNTY

GRANT

Bensen House

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Enter John Daly.

John was a local resident studying for a Master’s degree in Historic Preservation.

During one of his assignments, he discovered Green Gables and asked if he could use it as a project. He fell in love with the house and its history. After months of research, he concluded that Green Gables was “the house worthy of being preserved.” His efforts, alongside a fairly small but dedicated team of likeminded volunteers, set up a nonprofit and kick started the laborious process of grant writing and fundraising in order to save the home.

Since then, the project has truly become a community-wide collaboration. When a local production company learned about the attempt to restore the house they immediately started work on a documentary in order to spotlight the efforts of all involved and raise awareness. The well-crafted and informative short film has become something of a focal point for the charity’s public outreach and has fueled its fundraising efforts. Last year, they celebrated raising the $500,000 needed to start renovations so that the house can begin a new chapter as an educational and special events venue. There is still plenty of work to be done, but the group in charge of the project has a clear vision for the house and its role in giving back to the community. “We all have a stake in preserving history,” says Susan Fallon, Vice President of the restoration committee. “Future generations have the right to learn, enjoy, and pass on the knowledge.”

Rossetter House North of Green Gables, a short car ride brings us to the historic district of Eau Gallie, situated just west of the causeway itself. This charming area spans a little over 14 acres and contains several notable museums and houses. Among these is the Rossetter House.

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James Rossetter was a native Floridian, originally from Jacksonville. His work as a railroad agent for renowned American industrialist Henry Flagler eventually took him out of Jacksonville and down to Palm Beach where he settled with his wife, Ella, and their young children.

James’ passion, however, lay not on the train tracks, but on the water. Each time James travelled up and down the east coast from Jacksonville to Palm Beach, he felt drawn to the Eau Gallie area, its beautiful waterways and saw real potential in commercial fishing there.

The Eau Gallie area was not a magnet to all. It took the promise of a nice home for James to persuade Ella to move out of Palm Beach and join him. This promise instigated the establishment of Rossetter House. The house is believed to have been built in the 1890s, originally belonging to a wealthy 68

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New York industrialist who was using it as a winter home on the beach side of the Indian River. James liked the home so much that he purchased it only to have it disassembled, transported across the river, and reassembled on its current mainland site.

When it was finally complete in 1908, it was impressive enough to convince Ella to join him.

James’ business interests began to expand beyond the fishing industry and into the lucrative area of oil distribution. In 1921, his life was sadly cut short by tuberculosis, leaving his eldest daughters, Caroline and Ella, to pick up the reins of the business in order to support the family.

Fortunately, his eldest daughter, Caroline, had already expressed a significant interest in the oil side of the business. Her father’s death propelled her to take on an active managerial role. Less than a year after her

to their businesses - and to each other. They lived together in Rossetter House until late in their lives but never sold it, continuing to visit and maintain the property on a regular basis, always viewing it as their “true home.”

father’s passing, at just 23 years of age, Caroline set off to Kentucky to meet with the board of Standard Oil to present an application to take over as the area distributor – truly one of the first women in a male-dominated field. Upon presenting her case, the board argued so loudly that Caroline could hear them from outside of the room. After extensive deliberation, they eventually agreed to allow her to take over as the first woman oil agent, albeit on a one-year trial basis.

At this point, Caroline and her sister Ella became the remarkable pillars of this family.

Over the next several years, not only did Caroline become one of Standard Oil’s top performing distributors, but she began to expand her business interests beyond oil distribution, acquiring a range of commercial properties and a line of fully-owned filling stations. Her proven success as a competent businesswoman in her own right prompted her younger sister Ella to form The Rossetter Insurance Company, which also became highly profitable.

Despite many suitors, neither of the sisters ever married. Their commitment remained

The success story of these two pioneering women in a patriarchal world should inspire all young women with career or business interests that fall outside of those expected of them through typical gender roles. In addition to their fortitude and success, it is the Rossetter sisters’ philanthropy and dedication to the prosperity of the locality that makes this beautiful house such a significant landmark. On Caroline’s passing in 1999, the sisters’ bequests included individual donations of one million dollars to local nonprofits.

Alongside their many gifts, one of their wishes was that Rossetter House become a cultural venue that would tell the history of Eau Gallie and their family, which has been dutifully honored by the Florida Historical Society. With ample community support, including the help of the Cultural Support Grant Program, the house has been carefully restored to reflect its 1908 layout, and all the furniture and artifacts are originals from the family. The Rossetter House Foundation contains several historic properties, and together they form the Rossetter Museum, a beautiful landmark with an abundance of history.

Lawndale Our journey next leads us out of the Eau Gallie Arts District and heads north once more on Highway 1. Passing through the lights at Viera Boulevard, we approach the southernmost point of Rockledge Drive, one of the most scenic historic roads in Florida.

The visible expanse of natural water coupled with the statuesque oak and pine trees that host many of the local Osprey leave no doubt as to why so many new settlers saw its potential as a homestead. Just south of Cocoa Village lies Lawndale, one of the last remaining examples of Queen Anne architecture in the area.

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The house dates back to 1880 and originally belonged to the Williams family.

After moving with his wife and son from Selma, Alabama, H.S. (Hiram) Williams quickly established himself as one of the most prominent citrus grove farmers in the area. Within six years of his arrival, he had completed the construction of the majority of Lawndale House as you see it today. Further additions were made in 1890.

The expansion of the house was a metaphoric reflection of Hiram’s own proliferate influence in the community. He became postmaster for Rockledge in 1875, Brevard County Treasurer in 1879, and the first State Senator from Brevard in 1884. As a predominantly self-educated man, his commitment to education was significant.

He built a schoolroom for his children that later served to educate others in the local area. Both his children, Sydney and Myra, went on to receive a college education, Myra being one of the first alumni of Rollins College.

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The house was truly a home for the Williams family, and was passed down through generations right up until 1987, when it became impractical for Hiram’s granddaughter Margaret to maintain, and was placed on the market.

The “For Sale” sign outside this historical home piqued the interest of local resident Carole Pope. Her passion for restoration and preservation prompted an approach to the county suggesting that they purchase the house in order to preserve it as a cultural landmark. The county agreed and the application of grants ensued. Unfortunately, changes in administration took place and the project lost the attention of those in power. Several years passed, and the house began to show signs of neglect. Property developers started sniffing around. It was time for the preservation cavalry to step in again.

Pope rallied for a second time. She put a committee together, formed a corporation, and presented a business plan to

the county, proposing to spearhead the restoration of this architectural beauty. The county agreed to turn Lawndale over to the committee for $1 per year. Since 2001, Pope and a small group of volunteers have worked hard to obtain grants and donations in order to bring the Williams’ family house back to life. Their tireless efforts to restore the property revitalized this glorious representation of a family home in the 1890s. Many of the features and pieces on display are originals, the rest sourced from donations by charitable parties. The house officially opened to the public in December 2020.

The last 20 years have been a labor of love by all involved, but Pope is quick to point out that work is not finished. “There’s lots of things people can do to help us right now.

We want volunteers. We want people who can help us with the inventory,” said Pope.

There’s no doubt that work will continue to

reinstate Lawndale as a valuable part of the region’s heritage, but from a visitor’s standpoint, the house is both aesthetically and culturally impressive as it stands.

Field Manor Heading off the mainland and across the 520 causeway onto Merritt Island, the next part of our journey takes us to Field Manor.

Turning left onto North Tropical Trail, a ten-minute drive will lead you to the gated entrance of the 45 acres of land that form part of the Field Manor Foundation. Though the main house is not visible from Tropical Trail, an unpaved road winds you through open fields, randomly interspersed with orange and mango trees until you eventually catch sight of this historic home and its stunning Indian River backdrop.

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Built in 1880, Field Manor is the oldest home on Merritt Island. Originally from Macon, Georgia, the family’s patriarch John Moss Field fell in love with the area while he was fighting in the Second Seminole War. In the spring of 1868, the family packed their belongings and made their way south.

Resembling so many settlers in Florida at that time, The Homestead Act of 1862 provided the ideal opportunity for Field to provide for his family. He took advantage of the 160 acres granted by the government that allowed applicants to purchase land for just $1.25/acre.

Field Manor was home to three generations of the Field family, many of whom grew tired of farm life and either left the homestead or returned to Macon.

Eventually, it passed down to John’s grandson, Joseph Edward Jr., (Ed to his friends), who also had little interest in agricultural work. Leaving the farmer’s life behind, he became President of Travis Hardware in Cocoa Village in 1945 and remained there until his passing in 1983.

The store remains open to this day. It was here that Ed met his true love, Alma Clyde Eastmoore, a widow, who was working for him at the hardware store. As Ed was 72

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already married, the relationship must have been grist for the local gossip mill.

Nevertheless, love prevailed, eventually leading Ed to divorce his first wife, and on the very next day, he married Alma Clyde.

It is Alma who impacted the ultimate fate of the home. As the couple had married later in life, they had no children together.

Her vision was for the house and land to be preserved in order to represent pioneer life, agriculture, and the social history of the county. Her passing in 2013 established the funding for the Field Manor Foundation.

The home itself is unassuming in character. Its true beauty lies in its surroundings; 300 feet of beautiful river frontage, cool breezes from the water, and glorious views that encompass the 528 causeway and mainland. The addition of a large, covered outdoor seating area adjacent to the house makes it an ideal venue for wedding parties and other group celebrations, which are a regular feature at the site.

Unique to this historic property is the barn-like structure that sits across from the house itself, referred to as The Packing House. The building was one of the original

Patriarch John H. Sams relocated from South Carolina to take advantage of the 1860 Homestead Act. His family first settled in Eau Gallie, but found that successful citrus farming was more prevalent on the northern parts of Merritt Island and decided to move nearer to relatives that had already homesteaded there. Instead of rebuilding a home, their original cabin, now the oldest documented dwelling in Brevard County was rafted up the Indian River in 1878 to But a lot of TLC is needed first. The building its present site. It is hard to imagine how this 600 square foot abode, not much bigger is currently unstable and needs attention, than a modern two-car garage, was able to which will require significant funding. Korinn Braden, the Executive Director of the site, provide adequate shelter for its owners’ large has a vision for the future of The Packing family of four adults and six children, but House. “We’d like to enhance people’s visit by Kate Wells, a naturalist at the site, explains featuring all the contents, but first we need that it served as much more than that. to get it structurally safe, clean it up, catalog everything that’s in there, and organize it all.” “When they reassembled the cabin, it functioned as a school for the area. It also served All of that will take time - and money. It is as the local church. It truly was a busy, unlikely to be ready anytime soon, but plans for its restoration are in place. “Folks like community gathering place.” the Fields didn’t build such a beautiful home and keep adding to it over 100 years without As John’s business continued to grow, putting in all the work first,” said Braden. so did his impact on the local community.

“The Packing House forms part of the overall His passion for education led to his service history of the house, the Field family’s story, as the first Superintendent of Schools in and deserves to play a role.”

Brevard from 1880 to 1920. Commercial citrus farming was arduous work, but John Sams House strived to ensure that his business prosA little further north on Merritt Island, situ- pered. His success afforded him the opporated at the upper part of North Tropical Trail, tunity to build a more substantial home, and you will discover Pine Island Conservation in 1888, a three bedroom, two-story house Area. Under the stewardship of Brevard was constructed, which has become the focal County’s Natural Resources, this 900-acre point of Pine Island. site is a credit to the county leaders who had the vision and foresight to facilitate the The county acquired the property in 1996 creation of a destination that incorporates layer upon layer of cultural discovery. to preserve the site as a cultural landmark. washing, grading, and packing facilities for all the citrus fruits grown on the homestead. The Packing House has changed structurally over the years, but if you peek inside the building today, it is truly an Aladdin’s Cave of early 20th century machinery. An original citrus sorting machine, a sugar cane press, and an old hand plough are just a few examples of what is currently in storage. The building and its contents would make an impressive mini museum, which could serve as an educational resource for school trips and visitors alike.

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Renovations began on both the cabin and the main house with considerable effort to maintain as many of their original features as possible. As work progressed and the surrounding landscape was altered, other exciting discoveries were made. Hundreds of fossils of creatures, many now extinct, dating back twenty to thirty thousand years were found, including Mastodon and Mammoth. As earth was moved, excavation uncovered a wealth of history, revealing artifacts from the Native American era and even an ancient burial mound.

Pine Island forms part of the Environmentally Endangered Lands program (EEL), established in 1990 by citizens who voted to tax themselves to better protect areas of environmentally sensitive lands for 74

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conservation, passive recreation, and environmental education. Pine Island meets all these criteria. Not only does the site contain two historical properties of significance, but it also allows visitors the opportunity to enjoy over seven miles of walking trails, fossil displays, Native American exhibits, and a multitude of educational events for both children and adults. The cultural, historical, and scientific experience offered

by Pine Island is invaluable, and visitors can enjoy its many features free of charge.

Pritchard House As you enter Titusville from the south on US1, Pritchard House is easy to spot. You will see its unmistakable colors, and the stature of a property that truly represents

the finest of Queen Anne style architecture.

Without doubt, this is one of the most beautifully restored period houses in the region, accurately representing what the original home looked like at the turn of the 20th century thanks to the dedicated efforts of the North Brevard Heritage Association.

Originally owned by James Pritchard and his wife, Mary Boye, the house was constructed in 1891. James was an archetypal entrepreneur. After his attempt at citrus farming failed due to the Great Freeze of 1894-1895, he turned his attention to other enterprises.

James’ versatility in business became his trademark. He worked in real estate, and then finance, opening the very first bank in Titusville. James established the first electrical plant in the city (later to become Florida Power and Light), helped to create the local waterworks, and even owned a hardware store. A lot of his success could be attributed to the type of man he was: friendly, charismatic, and respected by the community. He was a prominent pioneer citizen of Titusville right up until his death in 1926.

The house remained in the family for two subsequent generations until 2005, when Mary Schuster, James and Mary’s granddaughter, became too old to live there. Mary knew that the house would need to be sold.

It was local resident and cultural activist, Roz Foster, who encouraged Mary to think carefully before disposing of the property.

Foster was already envisaging what a significant historical landmark the house would be for the city of Titusville and its residents.

Utilizing her experience and community contacts, Foster worked skillfully with local politicians to save the house from what could have been inevitable destruction. Ultimately, a deal was struck with the city, which allowed Mary to move out and the North Brevard Heritage Foundation, led by Foster, to begin the restoration work.

And work it was. By that time, the property had undergone significant deteriora-

tion. Hundreds of thousands of dollars were needed to bring what had become known to the locals as “the gray house” back to its former splendor. Through the endeavors and persistence of the Foundation, a $350,000 grant was awarded by the State, and in 2006, the project had officially begun. Foster worked tirelessly over the next four years, overseeing the work of dozens of volunteers and companies that kindly donated so much of their time and resources to this impressive house.

Today, when you visit, you will no longer see a gray house. The colors depict the original facade and the interior contains many authentic architectural features. Period furniture has been thoughtfully added to ensure that visitors get a true feel of what life was like over 120 years ago.

Last holiday season, Pritchard House joined many of the aforementioned sites as part of a countywide “Inaugural Christmas Tour” of Brevard’s historic homes. Upon entering each of these cultural time capsules, visitors were able to experience the holidays as the residents had themselves decades ago. Each adorned with lavish seasonal decorations, the houses and their volunteer hosts offered a variety of seasonal refreshments to enjoy as guests immersed themselves in history. The popularity of the event has led to a community call and widespread consideration for the holiday tour to be held annually.

Moore Center As we leave Titusville and the Pritchard family’s beautiful home, the final leg of our historical journey takes us to one of the northernmost parts of the Space Coast, to the town of Mims. The Harry T. and Harriette V. Moore cultural center has one of the most tragic yet significant stories to tell in relation to Florida’s Civil Rights history.

Harry Moore, only son of Rosa and Johnny Moore, was born in 1905 in a very small area in Suwannee County called Houston.

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Harry excelled academically, and upon graduation from Florida Memorial College (now University), he accepted a job as a teacher at Cocoa Jr. High School. During his time there, he met Harriette Simms. Harry instinctively knew that she was “the one,” and the couple married less than a year later in 1926.

Shortly after they were married, Harry became a teacher and principal at Titusville “Colored” School. It was around this time that Harry’s involvement with the National Association for the Advancement of Colored People (NAACP) and the Progressive Voters League (PVL) began in earnest. From his home in Mims, he organized the Brevard branch of the NAACP and campaigned rigorously for Black voter rights, equal pay for Black teachers, and the abolition of violence against the Black community. Harry, a man with a reputation of being quiet and reserved, had tremendous strength and tenacity when it came to defending basic human rights.

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From 1937 until his death, Harry was involved in some of the highest profile cases of injustice and discrimination. His fight for equal pay for teachers resulted in dismissal of both him and his wife from their teaching positions. This was a clear message from the County that the Moore family were no longer wanted here. Despite losing his job and the dangers of being associated with Civil Rights organizations like the NAACP, Harry remained undeterred. He continued to make a name for himself as a prominent activist.

The Klu Klux Klan (KKK) were especially active in Florida at this time. Lynching and violence towards Black Americans in the South was commonplace. The KKK also contained some powerful and influential local people, allowing them to operate without the interference of police – and in some cases, with their assistance. Harry Moore’s name as an activist and a “trouble-maker” was provoking attention within this ruthless organization which some of his NAACP colleagues warned him about.

On December 25, 1951, at about 10:15 P.M., those warnings from friends became Harry Moore’s reality. Earlier that afternoon, the Moores enjoyed Christmas lunch and celebrated their 25th wedding anniversary with some of Harriette’s family, several hundred yards away from their own home.

They returned to their house around 9 P.M., at which time Harriette went to bed while Harry stayed up to chat a little longer to his eldest daughter, Anna Rosalea, and his mother, Rosa, who were both staying with them for the holidays. Shortly thereafter, their final goodnights were said and within a few minutes of them all retiring, a huge explosion took place within the house. A bomb had been planted directly under Harry and Harriette’s bedroom. By the precision of the bomb’s location, it was indisputable that Harry had been the target. Harry died from his injuries on the way to the hospital, and Harriette passed away nine days later.

The tragic story of the Moores and their contribution to the civil landscape of America

should never be forgotten. Today, you can find the Moore’s name on State Road 46, the Justice Building in Viera, and the post office in Cocoa. In 2013, they were finally inducted into the Florida Civil Rights Hall of Fame.

Most recently, it was confirmed that the Moore’s story will now be formally included as part of Brevard Public Schools’ curriculum.

Take the time to visit the Moore Center, located on the family’s original home site.

Enjoy the beautiful landscaped grounds on which it sits. Walk along the Civil Rights Trail.

Wander around the replica of the Moore’s now infamous house. Browse the museum that pays tribute to a true hero of his time, and reflect on the contributions and significance of one of the bravest families in Florida’s history. n Footnotes: *Vernacular architecture is characterized by the use of local materials and knowledge and is reflective of the climate. **Queen Anne Style architecture may include an asymmetrical façade, overhanging eaves, front porches, second-story balconies, and round, square or polygonal towers.

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FoggyBluff Bluff Foggy

RESERVE YOUR TICKETS NOW ONLINE! GreenGables.org GET YOUR TICKETS NOW!

House on

Ghost Walk

The House on Foggy Bluff is a ghost tour of the 19th century ghosts, classic monsters and spirits located within the walls of the House and it’s grounds, located in Melbourne, Florida.

Enchanted Forest • Maze • 126 yr old Home & Cemetery

ARE YOU FEELING BRAVE?

This six night event is suitable for most, but there are some scenes that might be too scary for younger children... similar to a PG-13 rating.

October 22, 23, 24 and 29, 30, 31 • 8pm - midnight Tickets: $15 per person • $12 Students ages 12 and under.

All proceeds will go to the nonprofit Green Gables at Historic Riverview Village, Inc

Visit: www.GreenGables.org

s ket e Tic n sal o 1 go 1/1/2 1

Travel back in time to the Celebrations of yesterday with the Museums of Brevard’s 2nd Annual

Holiday Tour o f H i sto r i c H om e s

See unique architecture & gorgeous seasonal Decorations!

This Opportunity should be a must on EVERY list of things to do this holiday season!

F o r m o re i n fo rmati o n : htt p : / /m us e u ms o f b re va rd . o rg

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Florida’s Space Coast Office of Tourism VisitSpaceCoast.com

Florida’s Space Coast