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A LETTER FROM THE EXECUTIVE DIRECTOR
The 2024 Tourism Journal marks the 7th year for these publications and the 10th issue. The purpose of the Tourism Journal is to provide analytics on how we measure success, as well as providing summaries of tourism-driven impactful projects that have occurred. It is a data-rich tourism intelligence magazine that showcases the research and analytics we use to measure our methodologies in promoting the Space Coast. It also tells stories about the beauty of our destination. And this issue will not disappoint. Enjoy.
This issue features a year of interesting stories and analytics, as well as marks the 2nd year in a row for record high Tourist Development Tax (TDT) revenue collections. In fact, TDT nearly matched the all-time high of the previous year, missing it only by 1%. The collections this year were $25.3 million versus $25.5 million last fiscal year.
The significance of having two high years in a row shows the sustainability of our collections and also poises us for significant growth going forward. In fact, I even questioned the sustainability of our numbers a year ago in the 2023 Tourism Journal and it seems we were able to hold steady so that is a positive. A few highlights of the fiscal 2023-2024 year; we had 7 months that landed in the Top 20 best months ever for TDT, we had the
best summer months ever (June – August) with $6.17 million, and we had 4 of the best months ever for that month (February, May, August and September).
Looking ahead to our hotel pipeline report which shows the upcoming construction of hotel projects, we see a potential of 22 projects in the pipeline from 2025-2027, representing over 3,000 new rooms. This would bring our total hotel inventory to nearly 14,000. As TDT collections typically tracks with room inventory growth, this bodes well for TDT in the future. Knowing that when a destination hits $30 million, they are able to add an additional penny or 1% to the TDT collections, this could be a milestone to pay attention to in just a few short years.
As far as content in the Tourism Journal this year, there is a great breakdown of our beach renourishment projects. Nearly $125 million is being spent on 3 projects up and down the Space Coast and as usual, we are heavily leveraging TDT funds so that the majority of those projects are ultimately being paid for by Federal or State entities. The story nicely explains how those projects work and how we use TDT to get $10 for every $1 of our own invested.
Another story which includes research we recently conducted shows the impact that
CRANIS SPACE COAST OFFICE OF TOURISM
PETER
day trip visitors have on our area. While we are always more excited about having people stay here overnight, we know that less than an hour away millions of people are flying and driving into Orlando for a theme park experience. But, when they get tired and need to reenergize, they love to come to the beach for a day and just chill out. The research shows there is an impressive impact on the economy from these visitors and more importantly, they present an opportunity to be turned into future overnight visitors which will have even more impact in years to come.
Finally, there are some great stories about our paid and earned media programs, as well as a great recap on a number of awards the Space Coast Office of Tourism received throughout this past year. Indeed, 2024 marked a year for significant accomplishments in the area of marketing. Stay tuned, there are great things to come as we continue to grow and evolve our marketing efforts, so enjoy.
Below is a breakdown of the FY 2023-2024 TDT data. n
FY 2023-2024 Tourist Development Tax Collections
MEET THE TEAM
PETER CRANIS
Executive Director
LAURA BEEBE
Marketing Director
MEAGAN HAPPEL
Public Relations Manager & Film Commissioner
ALYSSA SERRES
Tourism Content Coordinator
DEBORAH WEBSTER
Research & Analytics Director
Contributors Sources
Cassie Fisher
Photo credit page 15
NPI Productions
Photo credit front cover & pages 20 & 21
Port Canaveral
Photo credit 16
Joseph St. Germain, Ph.D. & Ekaterina Sorokina, Ph.D. , Downs & St. Germain Research Page 12
Joshua Howell Research Intern Page 34
SPACE COAST DAY TRIP VISITOR STUDY
Introduction
Florida’s Space Coast remains among the top destinations in Florida. The accessibility, variety of activities, and iconic appeal of the area make it a strong contender for day trips, especially for those seeking an experience that combines education, relaxation, and adventure. However, Space Coast must clearly define the visitors’ market to sustain its competitive potential as a day trip destination and understand the potential and leverage for converting a day trip into an overnight stay.
Therefore, the Office of Tourism, in collaboration with Downs & St. Germain Research, conducted a survey study in 2024 focusing on day trip visitors to the area. The study is part of a larger and more complex research project that explores the behavior and preferences of overnight and day trip visitors to the Space Coast. The following article serves as an overview of the study’s day trip visitor research findings.
Method
The research aimed to identify the day trip visitors’ market, specifically their visiting frequency, reasons for coming, areas and attractions they frequent, intention to return and to recommend, spending patterns, etc. The online survey was available to day trip visitors via:
• A banner at the top of the Visit Space Coast’s website inviting guests to take the day trip survey,
• Employing targeted Facebook/Meta ads to Space Coast day trip visitors.
Surveys were collected from August to December 2024, with data reflecting day trips to the Space Coast from October 2023 to December 2024. A total of 334 surveys were collected, resulting in a sampling error of 5.4%.
The Visitor Journey
This article will walk through the journey of a typical Space Coast visitor, including: 1)
Due to a unique blend of attractions, the overwhelming reason for visiting the Space Coast is leisure/vacation (74%). Visiting friends/family (17%) is the second most frequently cited reason for visiting the area.
REASONS FOR VISITING
Attractions considered (General)
The top five attractions that day trippers consider when selecting a day trip destination are beach (68%), unique local attractions (60%), nature-based attractions such as parks (59%), cultural events/art (31%), and finally, shopping center/outlet mall (20%). Accordingly, information about the availability of these attractions in the area
may be especially appealing to the day trip market.
Criteria for selecting a day trip destination (General)
When considering a destination for their day trip, visitors prioritize the ease of parking (56%), quality of the beach (51%), cost of visiting (50%), distance from home (36%), and quality of the available facilities (35%) in their decision-making. Therefore, highlighting the accessible parking, quality of the local beaches, and affordability may significantly influence the decision to visit the area over other alternatives in the visitors’ consideration set.
Important area activities (Space Coast)
Day trip visitors to the Space Coast find the following activities most important: the opportunity to see a rocket launch (74%), go to the beach (70%), visit local attractions (68%), and visit charming downtowns (40%) followed by shopping (29%).
Important beach amenities (Space Coast)
When it comes to going to a beach, the amenities that are prioritized by day trippers are public restrooms (82%), free parking (78%), convenient access to the beach (78%), food and drinks availability near the beach (49%), and public showers (37%).
Advertisement recall
In the past six months, five out of six day trippers noticed advertising about the Space Coast. The primary sources of advertisement recall for the day trippers were social media videos (48%), photos or posts on social media (37%), and general searches via online websites (24%). This is very consistent with the overnight study that was done last year. Social media is a predominant source of ad recall and, therefore, likely the primary channel for reaching the daytripper market segment. However,
The accessibility, variety of activities, and iconic appeal of the Space Coast make it a strong contender for day trips.
other channels, such as billboards (recalled by 19% of day trippers), Space Coast’s Vacation Planner (17%), news stories (15%), and television (15%), may complement the destination marketing efforts.
Visitor Profile
Demographics
The typical visitor to the Space Coast area is White or Caucasian (90%) and female (64%)1, has a median age of 57 years, and earns a median income of $83,000. This is lower than the $97,000 income that was seen with overnight visitors.
Market Origin
Day trip visitors to the Space Coast are mostly Florida residents (57%). Only 37% of overnight visitors were from Florida. The remainder of domestic visitors come from the Midwest (16%), Northeast (12%), Southeast (11%), and West (4%). Less than 2% of all day trip visitors are international and are from Canada (37%), the UK (25%), other European countries (13%), or other countries (25%). Most of these visitors from outside of the state are visiting other locations in Florida and come to the Space Coast for a day trip.
Following Florida, the other states that supply visitors to the area are New York (6%), Georgia (5%), Michigan (3%), Ohio (3%), Pennsylvania (2%), Illinois (2%), Indiana (2%), and Missouri (2%).
The top day trip visitor market origins are the following:
1. Orlando-Daytona Beach-Melbourne (27%)
2. Tampa-St. Petersburg (7%)
3. Jacksonville (7%)
4. West Palm Beach-Ft Pierce (7%)
5. Miami-Fort Lauderdale (5%)
6. Atlanta (3%)
7. Fort Myers-Naples (3%)
8. New York (2%)
9. Detroit (2%)
10. Chicago (2%)
11. Philadelphia (2%)
12. Rochester, NY (2%)
While Florida residents are the primary feeder market for the Space Coast area, approximately 2 out of 5 visitors are from out-of-state.
Travel parties
The average day trip travel party size is 3.2 people, and visitors travel predominantly in parties of two (43%), three (13%), and four (23%). Most visitors travel without children under 18 (63%), and thus, the travel parties are likely to include couples, groups of friends or relatives, and families with no or adult children. 47% of overnight visitors had children so that was a distinct difference.
Trip Experience
Visitation patterns
The typical day trip visitor has visited the area 3.1 times since October 1st, 2023. Around 36% visited the Space Coast only once in that period, 24% visited twice, and 13% visited three times. The remainder of the visitors (27%) frequented the Space Coast four times or more.
Where Day Trippers Visit in the Space Coast
By far, the areas most visited by day trippers are Cocoa Beach/Cape Canaveral (55%), followed by Titusville (12%), Merritt Island
(9%), Melbourne (7%), and the Melbourne Beaches (6%).
Other areas visited on a day trip
Day trippers who visited the Space Coast also traveled to the following areas on separate day trips: Orlando/Kissimmee (69%), Tampa/St. Pete/Sarasota (54%), Daytona Beach/New Smyrna (53%), Jacksonville/St. Augustine (47%), The Keys (38%), and Miami/Ft. Lauderdale (32%). Due to their proximity, most of these areas will likely appeal as day trip destinations to those staying near or in Orlando, the world’s theme park capital.
Visitor Activities
Across all visitor types, going to the beach, viewing a rocket launch, visiting local attractions, and going to local restaurants rose to the top of what travelers did during their day trips. Breakdowns by visitor type are below.
Activities engaged while visiting for leisure/vacation
Visitors who come for leisure or vacation favor going to the beach (58%), followed by an attempt to view a rocket launch (49%), visiting local attractions (44%), and going to local restaurants (41%).
Activities engaged while visiting friends/ family
For day trippers visiting friends or family, the primary activities are experiencing local restaurants (61%), going to the beach (56%), visiting local attractions (39%), and attempting to view a rocket launch (35%).
Activities engaged while visiting for business
The day trip visitors who came for business (2%) had a primarily commercial or private role (83%). Their preferred activities while in the area included experiencing local restaurants (50%), attempting to view a rocket launch (50%), attending group business events/conferences (33%), going to the beach (33%), and attending a public event, show, festival, etc. (33%).
Visitor spending
The typical day trip visitor to the Space Coast spends $239 per day and $763 per travel party. This was slightly higher than the $197 a day that overnight visitors spent. The following is the percentage breakdown by each spending category:
• Dining and beverages: 19%
• Recreation and entertainment: 22%
• Local transportation: 15%
• Retail (souvenirs, etc.): 15%
• Gasoline: 9%
• Groceries: 13%
• Other services (medical, dry cleaning, etc.): 6%
Cruise passengers
Around 1 in 7 visitors went on the cruise during their most recent day trip, spending an average of 5 and a half hours on the Space Coast before embarkation. The majority (66%) departed on the same day and sailed with Royal Caribbean (36%), Carnival (24%), Disney (19%), MSC (9%), Norwegian (6%), and other (6%) cruise lines.
Post-trip evaluations
Intent to Return and Recommending the Space Coast to a Friend
When asked about their intention to return to the Space Coast, over 9 out of 10 indicated that they are likely or very likely to return. Likewise, 9 out of 10 said they would recommend the area to their friends/ family. The high likelihood of returning and equally high likelihood of recommending the Space Coast implies that day trip
LIKELIHOOD OF RETURNING
visitors are very satisfied with their experiences and look forward to revisiting the area soon.
Timing of Return Trip to the Space Coast
Nearly half plan to return within the next 3 months, over 1 in 5 within six months, and almost 1 in 5 within a year. These time frames for planned returns are encouraging, as people are generally more inclined to follow through with their short-term travel plans. Short-term plans tend to be more immediate and flexible, increasing the likelihood that travelers will stick to their intended schedules.
LIKELY TIME FRAME FOR THE NEXT VISIT
Within the next 3 months
Within the next 6 months
Within the next 12 months
Within the next 24 months More than 24 months Don’t know
Potential Overnight Visits to the Space Coast
More than 3 out of 4 visitors indicated that they are likely or very likely to have an overnight stay in the area on their next visit. Considering this, day trips to the Space Coast are likely to inspire future overnight visits.
Motivation to revisit
Day trip visitors could be motivated to return and to stay overnight primarily by an opportunity to view a rocket launch (60%), hotel deals (47%), local attractions (39%), a great beach experience (38%), friends and family gatherings (25%), and local events/festivals (25%). Hotel deals are the second foremost motivator for these visitors to return and consider staying longer, indicating that it could be a critical leverage for converting the day trip into an overnight stay.
LIKELIHOOD OF RETURNING & STAYING OVERNIGHT
Very Likely Likely
Neither Likely nor Unlikely Unlikely
Very Unlikely
This is not surprising given the lower income of day trippers versus overnight visitors.
Conclusion
The study unveiled key insights into the preferences and behaviors of day trip visitors to the Space Coast, highlighting distinct psychographic differences such as trip purpose and preferred activities. These findings are instrumental in shaping targeted marketing strategies that resonate with visitors. It is also interesting to juxtapose the differences between day trippers and overnight visitors who tend to be a little more affluent. However, it is clear day trippers still have spending power and are not an insignificant part of the tourism mix.
The Space Coast can strengthen its appeal by emphasizing the most sought-after local experiences and attractions, utilizing high-engagement advertising channels, and crafting compelling promotions to convert day trips into overnight stays.
Integrating these insights into future marketing efforts will not only help the Space Coast maintain its position as a premier destination but also enhance its reputation as an inviting overnight stay option. This approach ensures the Space Coast continues to captivate visitors with its unique blend of relaxation, adventure, and iconic image. n
1 Women are more likely to plan for their travel party.
A brand trajectory refers to the planned or projected path a brand will take over time, which is fitting for a destination with a rich history in the space industry! Just like the rockets launched from the Space Coast, a change in angle can launch a brand to new heights.
The Space Coast Brand
Collectively known as the Space Coast, the brand represents municipalities throughout Brevard County, including Cocoa Beach, Port/Cape Canaveral, Melbourne, Palm Bay, Titusville, and more. With 72 miles of Atlantic coastline, a world-class cruise port, charming downtown districts, unspoiled landscapes, and weekly rocket launches, the region has much to offer as a vacation destination.
The Space Coast moniker succinctly conveys our coastal locale and connection to the space industry, setting us apart from other beach destinations. What’s more, our association with the space industry connects us to innovation, exploration, and adventure, three great attributes for a vacation destination.
Over time, we’ve seen the Space Coast brand embraced and adopted by locals, and it has become more widely recognized among visitors and media. This increased brand recognition helps distinguish us among the many beach destinations throughout Florida and the U.S.
What’s next for the Space Coast brand?
For our coastal communities, a series of “district” campaigns are underway that highlight each region, including their attractions, activities, and unique characteristics. While the municipalities take center stage in the ad creative, we’ve paired them with an “On Florida’s Space Coast” wordmark to underscore the Space Coast locale. Highlighting each municipality’s unique attributes and personality lends authenticity to our marketing efforts and inspires visitation.
Titusville: Considered the gateway to the Space Coast including the Merritt Island Wildlife Refuge, the Canaveral National Seashore, and Kennedy Space Center, the Titusville area is the launch point for space enthusiasts, beachgoers, and cruisers alike. Ad creative for this region includes imagery of wildlife, rocket launches, and unspoiled beaches.
Cocoa Beach: The area’s surf culture is at the heart of the Cocoa Beach brand. In contrast to its laid-back vibe, Cocoa Beach has long been associated with the space industry (remember I Dream of Jeannie?) and its beaches remain some of the most popular places to witness a rocket launch. Surfing, shopping, rocket launches, and the pier are featured in the Cocoa Beach district campaign.
Palm Bay: The area’s abundant parks, trails, and waterways make Palm Bay an oasis for fishing enthusiasts and nature lovers. Palm Bay ad creative depicts fishing, kayaking, and nature assets.
Melbourne & The Beaches (including West Melbourne, Viera and Eau Gallie): With the zoo, charming downtowns, and a
popular arts district, Melbourne and the surrounding beaches offer a variety of activities for travelers with a broad range of interests. The Melbourne and the Beaches ad creative features imagery of Brevard Zoo, beaches, rocket launches, sports events, and sea turtles.
Port/Cape Canaveral: With millions of people passing through the port to take a cruise, this area offers entertainment, great beaches, and abundant accommodations. The Port/Cape Canaveral ad creative features cruise ships, dining experiences, beautiful beaches, and of course, rocket launches.
By featuring the unique attributes of each community, we expand our brand beyond
rocket launches and beaches to encompass all that makes the Space Coast unique. As we extend the brand, we remain committed to preserving the Space Coast’s character, ensuring it remains a destination where authenticity meets innovation.
Keeping our brand relevant for today’s travelers builds trust, fosters engagement, and keeps us top-of-mind for our audiences. It allows us to remain competitive, attract new customers, and retain loyal ones by reflecting to them the things they most desire in a vacation destination. Through listening to our audiences, staying innovative, and aligning their interests with the destination’s offerings, we differentiate ourselves from our competitors.
Onward and upward! n
2023-2024 Space Coast Awards & Accolades
BY MEAGAN HAPPEL
The Space Coast Countdown Campaign was recognized with a Bronze, two Henrys, and a Best of Show award at the annual Florida Governor’s Conference on Tourism in Tampa, Florida, August 29, 2024.
CAMPAIGN AWARDS
Visit Florida Flagler Awards - The Flagler Awards recognize outstanding tourism marketing in Florida. Annually, the Flagler Awards honor individuals and organizations that help maintain and improve Florida’s position as one of the world’s most popular travel destinations. The Space Coast Office of Tourism and their partner agency, &Barr, received four awards for the Countdown campaign:
● Best of Show for Annual Marketing Budget Greater than $2 Million
● Henry Award for Television Advertising
● Henry Award for Mixed Media Campaign
● Bronze Award for Radio Advertising
The Space Coast Office of Tourism’s Countdown campaign highlights the excitement of countdowns, equating the buildup to a rocket launch with the anticipation of a vacation. The concept combines unique vacation experiences with unforgettable rocket launches to showcase the Florida Space Coast and what makes it a memorable vacation destination.
Inspired by “Hang Ten,” the campaign uses storytelling to connect each number in a countdown to moments across the region, spotlighting the individual municipalities. Authentic NASA countdown audio adds a nostalgic and emotional touch, enhancing the connection. The campaign spans multiple media formats, with a standout TV spot that starts with surfing and ends with a rocket launch, capturing the spirit of the Space Coast.
As part of the countdown, the number six is announced as ‘Watch your six’ appears and a pair of dolphins playfully enjoy a romp in the lagoon.
“The Flagler Awards hold great significance in the realm of tourism marketing, as destinations across Florida compete for this honor.” – PETER CRANIS, EXECUTIVE DIRECTOR, SPACE COAST OFFICE OF TOURISM
CAMPAIGN AWARDS
ADDY Awards - The American Advertising Awards (ADDYs) recognize and reward excellence in advertising. The ADDYs are considered the largest and most representative competition in the advertising industry, with more than 25,000 entries from local American Advertising Federation (AAF) club competitions. In 2024, the Space Coast Office of Tourism and their partner agency, &Barr, received awards for the Countdown and Astronaut campaigns.
● Gold Addy Award for Elements of Advertising, Cinematography (Countdown Campaign)
● Silver Addy Award for Elements of Advertising, Video Editing (Countdown Campaign)
● Silver Addy Award for Online/Interactive, Social Media (Astronaut Campaign)
● Silver Addy Award for Film Video & Sound, TV Commercial (Countdown Campaign)
● Silver Addy Award for Cross Platform Campaign (Countdown Campaign)
● District Best of Show Finalist & District Gold Addy Award for Video Editing (Countdown Campaign)
● District Best of Show Finalist & District Gold Addy Award for Integrated Campaign (Countdown Campaign)
DESTINATION ACCOLADES
USA Today’s 10Best – 10 Best Summer Travel Destinations (2024). USA Today named the Space Coast one of the 10 best summer travel destinations in the U.S. and is the only Florida location to make the list. The Space Coast was ranked #10 among an extraordinary line-up of other exciting United States destinations. Accordingly, TDT was strong during the summer months with an impressive $6.1m which was a slight increase over summer months in 2023.
Conde Nast Traveler – The 25 Best Places to Go in 2025. Conde Nast Traveler named the Space Coast one of the 25 best places to travel (worldwide) in 2025. All seven continents are represented on the list and the Space Coast is one of only two destinations recognized in the U.S.
SPORTS AWARDS
Florida Sports Foundation
Larry Pendleton Emerging Leader Award –
The Florida Sports Foundation awarded Space Coast Sports Commissioner Terry Parks the Larry Pendelton Emerging Leader Award. This award recognizes outstanding executives in the Florida sports community who have demonstrated exemplary leadership skills.
The Florida Space Coast Office of Tourism Astronaut campaign received a Silver Addy Award in the online/interactive/social media category.
Terry Parks, Space Coast Sports Commissioner.
HARNESSING THE POWER OF EARNED MEDIA
Standing out in a crowded travel marketplace is not easy. For that reason, we strive to market the Space Coast authentically, highlighting the assets that distinguish the destination from our competitors. Although our destination may not be the vacation choice for everyone, featuring our unique assets and targeting audiences with those interests is key to our success. And while paid advertising and owned media (such as our website and social media platforms) are essential for telling our story, studies show that most people trust third-party endorsements more than paid advertising. And that’s where earned media comes into play.
Why Earned Media Works:
Earned media is the free publicity received from media coverage, social media mentions, and influencer recommendations. This type of coverage is driven by the Space Coast’s unique attributes or stories and the buzz they can generate. It can be likened to wordof-mouth marketing but on a much larger, often global scale. Earned media is simply getting our messages out through established outlets, including online, television, radio, and print media. Some benefits of earned media include:
Building authenticity and trust
Whether a featured story in a travel magazine, a social media post by a popular influencer, or a personal recommendation from a trusted media personality, our story is validated in a way that can’t be replicated by paid advertising.
Emotional connection
Engaging stories create emotional connections with travelers that spark inspiration, curiosity, wonder, and motivation to travel.
Cost-effective
Earned media does not require direct spending for placement and costs for press release distribution are minimal. There are often costs for hosting a journalist or influencer, but those are minimal when compared to an advertising buy.
Expanded reach
It’s common for a published story to be picked up by other outlets and social mentions shared across additional platforms, reaching an even larger audience.
Increased website traffic and SEO
Published online stories often include backlinks to our website and the websites of our industry partners. These backlinks increase traffic to our websites and improve our search engine rankings which makes it easier for travelers and additional media outlets to find our websites organically.
Our earned media strategy:
Our strategy begins with building relationships with media outlets, journalists, and influencers, and using storytelling to highlight our local culture, history, and the destination’s unique assets. These stories generally focus on our beaches, cruising, nature, space, and conservation.
Working with our public relations agency, Butin PR, we identify relevant stories and determine the best distribution method. Below are the three primary ways we share our stories with journalists and influencers.
Pitches
We often begin with a pitch to the media outlets whose audiences align with the story topic. Each pitch invites journalists to connect with us for additional details, to speak with a subject-matter expert, or
to schedule a FAM trip and experience the destination first-hand.
Press releases
Newsworthy stories are often shared through press releases and distributed through the newswire, an online service that journalists and media monitor for stories worthy of coverage.
Familiarization tours
In partnership with Butin PR, Visit Florida, and other industry partners, we often host familiarization tours (FAMs) for journalists and influencers. A typical trip itinerary is three to four days and may include activi-
Two recent stories illustrate the impact of earned media on Florida’s Space Coast.
Bubba
When Bubba, a 375-pound loggerhead sea turtle was scheduled for release after a three-month rehabilitation at the Brevard Zoo’s Sea Turtle Healing Center, we worked quickly with our PR agency to distribute a press release via the newswire. This effort resulted in media coverage that not only highlighted the great work the healing center is doing but also raised awareness
Bubba’s story was picked up by 659 domestic and international media outlets and produced a total reach of 3.8 billion with an advertising value equivalency (AVE) of $12.2 million.*
of the Space Coast and the area’s conservation efforts.
25 Best
In November, Condé Nast Traveler named the Space Coast one of The 25 Best Places to Go in 2025. One of only two U.S. destinations included on the list, the Space Coast was recognized for its soaring rockets, dazzling bioluminescence, and sea turtle conservation efforts. Several of our industry partners were named in the article, including Kennedy Space Center, BK Adventure, Brevard Zoo, and two area hotels.
ties, attractions, meals, lodging, and transportation, often based on the journalists’ interests or story assignment. We partner with area businesses to host these trips and the visiting journalists traditionally include these partner experiences in their stories.
Measuring success:
Using subscription-based software that aggregates news coverage, we can measure the impact of our media coverage, including the number of stories published, the audi-
ence reach, and the estimated value, or AVE, of that publicity.
*Advertising Value Equivalency (AVE) determines the value of earned media coverage by comparing it to the cost of purchasing equivalent advertising space or airtime, based on rate card data.
A Recipe that Works:
Together with paid advertising and owned media, earned media is a key component in our marketing toolkit. Its far-reaching impact helps position the Space Coast as a one-of-akind vacation destination and inspires travel with audiences we may not have reached with traditional advertising and a limited media budget. n
EARNED MEDIA IMPACT ON FLORIDA SPACE COAST (FY 2023-2024)
2,844
*Source: Muck Rack
NOURISH & FLOURISH: THE PLAN TO PROTECT THE COASTAL WAY OF LIFE
Florida’s Space Coast is known for its expansive beaches and lush dunes where residents and visitors enjoy the sprawling sand, the songs of shorebirds, and watching waves. While millions of people take refuge on our 72 miles of shoreline every year, most do not know that this natural and pristine beach experience is all part of the plan. Through meticulous strategy and tireless work from engineers and environmentalists, the beaches of Brevard County are maintained and protected through Beach Renourishment projects funded in part by the Tourist Development Tax. For our county, beach renourishment is a crucial process in coastal management that plays a significant role in preserving shorelines and supporting our local economies.
Introduction to Beach Renourishment in Brevard County
Brevard County is renowned for its beautiful beaches that attract tourists and residents alike. However, these pristine beaches are vulnerable to erosion caused by natural forces like storms and tidal action and exacerbated by human activities such as construction and infrastructure development. To combat erosion and preserve the coastline, beach renourishment has become a critical management strategy. In the year 2000, recognizing the
pivotal role of beaches in Brevard’s tourism-driven economy, the Board of County Commissioners allocated a portion of the Tourist Development Tax (TDT) revenues collected from local hotels, motels and other short-term accommodations to support the county’s beach management initiatives. Importantly, this approach ensured that no local property tax revenue is spent on renourishing the beaches, not one dollar. Rather the tourist tax money is leveraged with additional funds from federal and state sources, such as the Army Corps of Engineers, the Federal Emergency Management Agency, and the State of Florida’s Office of Resilience and Coastal Protection. As a result, residents enjoy beautiful, sustainable beaches without contributing any local tax dollars to these projects.
Understanding Beach Renourishment
Beach renourishment is a crucial coastal management strategy involving the replenishment of sand on eroded beaches to restore their width and bolster their natural defenses against erosion. “The beach renourishment program for Brevard County has been going on since about the year 2000,” said Peter Cranis, the Executive Director of Brevard County’s Tourism Development Office, “There are several aspects to the program. We have established 50-year agreements with the Army Corps of Engineers to work together to handle beach renourishment on the Mid and South Reaches (from south of Patrick Space Force Base to Spessard Holland Park). We also have a 50-year agreement for the North Reach that does not require us to provide any construction funding due to a federal lawsuit that was won, which requires the federal government to provide beach renourishment from Port Canaveral down to just north of Patrick Space Force Base. The South Beaches, from south of Spessard Holland Park to Sebastian Inlet, are handled by Brevard County with funding assistance
from the State, without partnering with the Army Corps.”
The process of beach renourishment is incredible to watch unfold - offshore dredges excavate sand from designated zones off the coast of Brevard County. Sand from Canaveral Shoals, an area northeast of Port Canaveral, is pumped back onto the shoreline in massive quantities. For some projects this sand is pumped ashore exactly where it is needed. For other projects, once the seawater drains from these piles, the sand is loaded onto dump trucks. These trucks bring the sand to more environmentally sensitive areas, like the Mid-Reach,
CENTER
CITY OF CAPE CANAVERAL
CAPE CANAVERAL SPACE FORCE STATION
PATRICK SPACE FORCE BASE
SATELLITE BEACH
■ Brevard County, FL Sand Bypass
• 12/2024-4/2026
■ North Reach - 9.8 miles
• Nourished 2000, 2005, 2014, 2018, 2021
• Hurricane Repair 12/2024-4/2026
• Combined Sand Bypass & North Reach: $46m for 1,400,000 CY
■ Patrick SFB (Space Force Project)
• Nourished 2000-2001, 2005, 2021
■ Mid Reach - 7.8 miles
• Mitigation Reef 2017-2018
• Army Corps Initial Nourishment April 2020
• Hurricane Repair $38m, 11/2023-4/2025
■ South Reach - 3.8 miles
• Nourished 2002, 2005, 2010, 2014, 2018, 2021
• Hurricane Repair $18m, 11/2024-4/2026
■ South Beaches - 14 miles NON-USACE Project
• Local Emergency Dune 2005-2021
• Hurricane Repair $26m 1/2023-4/2024
• Sand finished, sea oats to follow Spring 2025
where near-shore, and exposed coquina reefs are safe havens for sea turtles and marine life. The sand is spread across the beach increasing the width of the beach and the depth of sand. Since the year 2000 almost 15 million cubic yards of sand have been placed on our beaches and redistributed to bolster the shoreline of the Space Coast.
Where the sand is obtained and distributed depends on the storm impact of the previous year. The Brevard County Natural Resources Department and the Army Corps of Engineers work closely together to determine which areas of the Brevard County coastline need renourishment after every
storm season to ensure the work is done efficiently and effectively. Beach renourishment typically begins after hurricane season and extends into the winter (usually in 3 to 6-year cycles). Crews work diligently day and night to redistribute the sand and to complete the job before sea turtle and shorebird nesting seasons begin in the spring and summer. Dune restoration is also an important part of beach renourishment. During this time, many local municipalities and volunteer organizations also work to replant sea oats and native dune vegetation. These efforts not only enhance the aesthetic beauty of the coastline but also provide vital habitat for wildlife, and double down on preventing erosion by increasing the native root systems of the dunes.
Mike McGarry, Program Manager for Brevard County Natural Resources Department, emphasized the importance of these efforts saying, “Beach nourishment adds sand to the coastal system to slow erosion caused by sea level rise and other factors. Properly executed sand placement maintains a healthy beach that provides recreational benefits, storm protection to the upland community, and good habitat for threatened and endangered wildlife.”
Cranis elaborated on the stakes, “Without renourishing the beaches, not only would we potentially have damage to and even completely lose infrastructure like buildings, homes, etc., but we would also have such bad erosion that there would not be beaches for tourists to come to. Imagine Cocoa Beach with no beach or very little beach for people to enjoy and play on.”
Introduction to Beach Renourishment
The overarching science behind beach renourishment is not merely about maintaining a pretty beach for tourists. It’s about protecting upland areas from damage. Without regular beach renourishment and healthy dunes, the risk of significant infrastructure damage runs high. Coastal erosion can lead to millions of dollars in losses, including damage to properties and public infrastructure. Even in areas where storms aren’t directly impacting the coastline, erosion can still cause significant damage.
Sea walls, while helpful under some conditions, often fail to provide sufficient protection during severe weather and can exacerbate erosion issues in the long run. Beach renourishment on the Space Coast has been very successful since the program was adopted 24 years ago. According to McGarry, “the very beaches we use today would not be available if not for the benefits provided by beach nourishment over the last 20 years.”
Cranis underscored this point, noting, “In recent years, counties that have not prioritized renourishment have experienced significant damage to their beaches, dunes, infrastructure, and properties. In contrast, by maintaining healthy beaches and dunes, Brevard County has been able to protect its infrastructure more effectively.”
When carrying out renourishment projects, Brevard County follows a rigorous process that includes turtle monitoring, dune
Properly executed sand placement maintains a healthy beach that provides recreational benefits, storm protection to the upland community, and good habitat for threatened and endangered wildlife.
planting, and other ongoing maintenance activities. Even when a full renourishment is not being conducted, the county invests approximately $1 million per year to maintain these successes. This ongoing effort ensures that the county can fulfill its agreements with the Army Corps of Engineers and FEMA, showing that it is committed to consistently monitoring and maintaining its beaches. Over the last 15 years, Brevard County has invested $300 million in beach renourishment projects but has only had to contribute 10-15% of the total costreceiving approximately $10 in matching funding from the Federal government and the State for every dollar spent.
Economic Benefits and Tourism
Brevard County’s economy heavily relies on tourism, with its beaches and native wildlife being a major attraction. According to a survey conducted by the Office of Economic & Demographic Research, Florida’s beaches were identified as the most important feature of the state. Our own Visitor Sentiment Survey conducted in 2023 found that our clean, natural beaches were the number one draw for tourists to our area. Beach renourishment helps maintain these tourist hotspots, ensuring a steady influx of visitors and revenue. Moreover, a wider beach provides more space for recreational activities and events, which boosts local businesses such as hotels, restaurants, and shops. Thus, investing in beach renourishment becomes an economic imperative for sustaining the county’s tourism industry.
Every dollar spent on beach renourishment is an investment in our community’s future. The benefits are clear - tourism thrives, native wildlife flourishes, local businesses prosper, and property values are maintained. The challenge lies in balancing these benefits with the need to protect our natural resources.
Conclusion
Beach renourishment plays a crucial role in safeguarding our coastlines from the relentless forces of erosion and rising sea levels. By replenishing our beaches with local sand, we not only protect coastal properties and infrastructure from storm damage but also protect and conserve essential habitats for sea turtles and native birds. Additionally, maintaining healthy, beautiful beaches is an important driver of tourism, bringing significant economic benefits to the Space Coast. This vital and complicated process ensures that our shores remain resilient and vibrant, supporting both the natural ecosystem and the livelihoods of those who depend on these coastal treasures.
Beach renourishment in Brevard County represents a balancing act between preserving natural resources and accommodating human development. Through strategic planning, community engagement, and adaptive management, Florida’s Space Coast can navigate these challenges effectively and ensure that its beaches remain a cherished asset for years to come. n
