TDC Board Book September 2023

Palm Beach County

Tourist Development Council Board Book

September 14, 2023

TDC BOARD MEETING ATTENDANCE SHEET

September 14, 2023

(Seat)

(1)Vice Mayor Maria Sachs, Chair (1/14/21)

(4) Jim Bronstien, Vice Chair(9/30/26) Appt(3/1/95) ReApp(9/18/18) Dis.3

(2)Roger Amidon Appt(9/30/25)Dist. 1

(3) Jim Mostad (9/30/20) Appt (10/16/19), Dis. 2, St 3

(5)Daniel Hostettler(0930/23) Appt (05/18/21). Dis 4.

(6)Commissioner Adam Frankel (9/30/24) Appt (03/08/22)[Dis.5]

(7)Don Dufresne (9/30/23) Apt(6/5/12) ReAp(5/3/16)&(8/20/19) Dis6

(8) Davicka N. Thompson (9/30/2024) Appt(12/6/16)RdAppt(8/25/20) [Dis.7]

(9) Commissioner Christina Lambert Appt (10/01/22)- (9/30/26) At-Large

STAFF

Verdenia C. Baker, County Administrator

Liz Herman, Assistant County Attorney

Dave Lawrence, Culture

George Linley, Sports

Michelle Hillery, Film & TV

Jorge Pesquera, Discover

Deborah Drum, ERM

Dave Anderson, PBCCC

Kathy Griffin, PBCCC

Emanuel Perry, TDC

Joan Hutchinson, TDC

Vannette Youyoute, TDC

O:\TDC MEETINGS\TDCMtgs2023\Generic Pages for Board Book\attendnc

** Reappointment during current year

NA- Does not count towards attendance.

- Special Meeting

TOURIST DEVELOPMENT COUNCIL

Thursday, September 14, 2023 – 9:00 A.M.

2195 Southern Boulevard

West Palm Beach, Florida 33406

AGENDA

1. ROLL CALL*

2. MOTION TO APPROVE AGENDA ADDITIONS AND DELETIONS*

3. MOTION TO APPROVE JULY 13TH TDC MEETING MINUTES*

4. MOTION TO RECEIVE AND FILE CONSENT ITEMS FOR AUGUST 2023 emailed to the Board and SEPTEMBER 2022 included under this Agenda*

MARKETING AGENCIES REPORTING

A. DTPB ACTIVITY REPORT*

B. CULTURAL COUNCIL ACTIVITY REPORT*

C. SPORTS COMMISSION ACTIVITY REPORT*

D. FILM & TV MONTHLY NEWSLETTER*

E. FILM & TV PRODUCTION REPORT*

PBC CONVENTION CENTER OPERATING REPORTS

F. CONVENTION CENTER INCOME STATEMENT & FINANCIAL OPERATIONS ANALYSIS COMPARED TO BUDGET & PRIOR YEAR*

G. CONVENTION CENTER MARKETING UPDATE*

H. CONVENTION CENTER “PACE” REVENUE REPORT*

OTHER TDC-SUPPORTED AGENCY/DEPARTMENT REPORTS

I. ERM PROJECT STATUS REPORT*

J. PBI TRAFFIC REPORT*

K. CONTRACT TRACKING REPORT*

L. AGENCIES QUARTERLY REPORTS 06.30.23*

5. OLD BUSINESS – DISCUSSION ITEMS

A. TDC TOURISM PERFORMANCE METRICS

1. TDC DASHBOARD CURRENT MONTH & FY2023* - Emanuel Perry

a. Bed Tax Collections*

B. Roger Amidon Resignation*

C. Tourism Master Plan Update – Emanuel Perry

D. PBI UPDATE – Joe Harrington

6. NEW BUSINESS – DISCUSSION ITEMS

A. ERM

1. Update – Deb Drum

B. CONVENTION CENTER

1. OVG Venue Management

a. Update Dave Anderson

2. OVG Hospitality

b. Update Kathy Griffin

C. SPORTS COMMISSION

1. The Category “G” Grant Agreements* - MOTION TO APPROVE

D.

DISCOVER

1. FY24 Marketing Plan* (25 Minutes) - Jorge Pesquera –MOTION TO APPROVE

E. CULTURAL COUNCIL

1. FY24 Marketing Plan * (20 Minutes) - Dave LawrenceMOTION TO APPROVE

F. SPORTS COMMISSION

1. FY24 Marketing Plan* (20 Minutes) - George Linley –MOTION TO APPROVE

G. FILM & TV

1. FY24 Marketing Plan* (20 Minutes) - Michelle Hillery –MOTION TO APPROVE 7.

The next Meeting will be on October 12, 2023.

*Attachment included. Tdc/tdcmtgs2023/Agenda 9 14.2023

TOURIST DEVELOPMENT COUNCIL

Thursday, July 13, 2023 – 9:00 A.M. MINUTES

1. ROLL CALL*

Present

Vice-Mayor Maria Sachs

Absent

Seat 5 Vacant

Roger Amidon Jim Bronstien

Jim Mostad

Commissioner Adam Frankel

Davicka Thompson

Don Dufresne

Commissioner Christina Lambert

Staff

Dorritt Miller, Assistant County Administrator

Liz Herman, Assistant County Attorney

Emanuel Perry, TDC

Vannette Youyoute, TDC

Joan Hutchinson, TDC

Dave Lawrence, Cultural Council

Jennifer Sullivan, Cultural Council

Lauren Perry, Cultural Council

George Linley, Sports Commission

David Fontanarosa, Sports Commission

Michael Zeff, Sports Commission

Michelle Hillery, Film & TV Commission

Alberto Jordat, Film & TV Commission

Gustav Weibull, Discover The Palm Beaches

Milton Segarra, Discover The Palm Beaches

Erika Constantine, Discover The Palm Beaches

Kelly Cavers, Discover The Palm Beaches

Beril Gutierrez, Discover The Palm Beaches

Matt Mitchell, ERM

Dave Anderson, Convention Center/Spectra Venue Management

Kathy Griffin, Convention Center/Spectra Hospitality

Joe Harrington, PBI Airports

Paul Connell, Parks & Rec.

Other

Leigh Bennett, Visit Florida

Derrick Steinour, Hilton West Palm Beach

Jennifer Claesen, Marriott Singer Island

2. MOTION TO APPROVE AGENDA ADDITIONS AND DELETIONS*

Motion to approve July 13, TDC Board Meeting Agenda was made by Roger Amidon and seconded by Jim Mostad. Motion carried 7-0 with Jim Bronstien and Seat 5 vacant.

3. MOTION TO APPROVE JUNE 8TH TDC MEETING MINUTES*

Motion to approve June 8th TDC Meeting Minutes was made by Jim Mostad and seconded by Davicka Thompson. Motion carried 7-0 with Jim Bronstien absent and Seat 5 vacant.

4. MOTION TO RECEIVE AND FILE CONSENT ITEMS FOR JULY 2023*

MARKETING AGENCIES REPORTING

A. DTPB ACTIVITY REPORT*

B. CULTURAL COUNCIL ACTIVITY REPORT*

C. SPORTS COMMISSION ACTIVITY REPORT*

D. FILM & TV MONTHLY NEWSLETTER*

E. FILM & TV PRODUCTION REPORT*

PBC CONVENTION CENTER OPERATING REPORTS

F. CONVENTION CENTER INCOME STATEMENT & FINANCIAL OPERATIONS ANALYSIS COMPARED TO BUDGET & PRIOR YEAR*

G. CONVENTION CENTER MARKETING UPDATE*

H. CONVENTION CENTER “PACE” REVENUE REPORT*

OTHER TDC-SUPPORTED AGENCY/DEPARTMENTS REPORTS

I. ERM PROJECT STATUS REPORT*

J. PBI TRAFFIC REPORT*

K. CONTRACT TRACKING REPORT*

L. MARKETING AGENCIES & CONVENTION CENTER DIVERSITY REPORTS 05.31.2023*

Motion to receive and file Consent Items for July 2023 was made by Commissioner Adam Frankel and seconded by Davicka Thompson. Motion carried 7-0 with Jim Bronstien absent and Seat 5 vacant.

5. OLD BUSINESS – DISCUSSION ITEMS

A. TDC TOURISM PERFORMANCE METRICS

1. TDC DASHBOARD CURRENT MONTH & FY2023* - Emanuel Perry

a. Bed Tax Collections*

b. Report Out Metrics*

Perry Bed Tax Collection – May 2023 collected in June was $5.9M compared to the same month last year at $6.2M, a (4%) decrease. Actual May was 29% above budget and (27%) below the prior

month at $8M. Actual May was 62% higher than in 2019. Revenue from non-hotels continues to support bed tax collection during the off-season

FYTD 23 Collections at $70.6M, was higher than last fiscal year to date at $64.8M by 9%, reflecting a strong recovery from the pandemic. FYT collections are pacing 15% ahead of the Approved Budget and 55% higher than our record in 2019.

The Rooms sold for May were 388,682, (3%) lower than last year. Rooms available for May at 592,503 are 4% higher than last year. Hotel Rooms Active today in the County 19,113

Occupancy for May 2023 was 65.6%, (6%) over last year. Occupancy for May 2022 was 69.8%. May 2019 was 70%. The average daily rate for May was $221 50, (3%) lower than last year, and 43% higher than in 2019. The Revenue/Available Room for May 2023 was $145.34 lower than the prior May by (9%)

Hotel room net sales FY23 year over year May decreased (7%) to $82M compared to $88M. Non-hotel room sales FY23 year over year May increased 21% at $14M compared to $12M. Hotel room net sales FYTD 2023 increased 9% at $984M compared to $903M. Non-Hotel room sales FYTD 2023 increased 14% at $183M compared to $160M. FYTD 2023 Taxable Revenues Fiscal Year over FY2022 increased 10% at $1.1B compared to $1B. FYTD 2023 Taxable Revenues Fiscal Year over FY2019 increased 57% at $1.1B compared to $743M.

Airport passengers for May 2023 were 640,507, 16% higher than in May 2022, and the Total Estimated Seat Capacity at 22% higher than last May 2022 with 788,145 seats. PBI Passenger 12-month rolling is an 8% increase at 8,354,359 over last year.

Leisure & Hospitality Employment for May, 95,500, increased 6% over the same month last year. Accommodation employment went up 6% higher over last year at 11,600 employees. F&B was up 5% at 61,600 employees. Arts & Entertainment employment is 6% lower than last year at 22,300 employees.

B. PBI UPDATE – Joe Harrington Harrington

PBIA had 7.22 million travelers to the airport in 12 months. That is a record for the airport, and It is only the third time we have hit 7M or more in 12 months For the month of May, total passengers were up more than 16% year over year, a 22% increase. A 14% increase in air carrier operations. Weight landed, air cargo, and load factor were all down slightly, as well as general aviation activities. Just people shifting travel patterns back to commercial, from private aviation after the pandemic. For the 7th consecutive year, PBI was named among the top 10 domestic airports.

This is a great accomplishment. We were recognized by Travel and Leisure Magazine. We encourage you to share it on social media and get the word out about it.

6. NEW BUSINESS – DISCUSSION ITEMS

A. FIRST AMENDMENT OF FIVE YEARS AGENCY CONTRACT & EXHIBITS* – Emanuel Perry – MOTION TO APPROVE

Perry

This is the first amendment to the agency's five-year contracts. It is just updating the schedules that we brought to this board prior, which were included during the finance meeting and also the TDC meeting, their exhibits include, diversity reports, performance measures, and things like that. We are bringing this to the board to ask for a motion to approve so we can take it to the Board of County Commissioners on September 12th.

Motion to approve First Amendment of Five Years Agency Contract & Exhibits was made by Commissioner Adam Frankel and seconded by Roger Amidon. Motion carried 7-0 with Jim Bronstien absent and Seat 5 vacant.

B.

Linley

At the last TDC board meeting, we wanted to invite the leadership for our PGA Tour event, Andrew George, to give us an update. Andrew is the Vice President for golf events at IMG and the Executive Director of Palm Beach County's PGA Tour Event. Andrew worked with Ken Kennerly for a long period.

It feels like it is the world's biggest reality TV show right now in golf, every time I talk to George L. there is something new happening and I am sure a lot of you guys saw the hearings that went on earlier this week.

I would like to step back to 2023 because many of you were instrumental, in what happened at the last Honda Classic. It was the 42nd and final Honda Classic at PGA National. We raised $7.2M for charity. With the economic impact of over $70M, we had almost 200,000 people at the event again. I want to say thank you to everybody for opening up your doors to hotels and restaurants and our community.

It is not hard to recruit fans into Palm Beach County. We have a special relationship with NBC. Every year there are 60 minutes highlighting the county. They go above and beyond to make sure they are not just showing the golf courses, but also the beaches and the weather and everything that those are sitting in New York or the Midwest that are staring outside the windows at the snow can feel the impression.

Passing the baton from Honda on to what a new title sponsor will be challenging I would like to highlight the three different parts. There is an agreement between the management team and Ken. He has turned into a board member for us. He is an advisor and a mentor to me. I have been with him for about 15 years. He is going to stay involved in the tournament in an advisory committee role. But the management contract

SPORTS COMMISSION

1. PGA Tour – George Linley/Andrew George

A. George

is secure between the PGA Tour and our event. I think that is something to highlight again to the credit of this room and everyone in Palm Beach County.

We do not have a title sponsor at this point, and they have locked in the 2024 date for February 26th to March 3rd. That is the only thing I know of maybe one other time in 25 years for the PGA Tour. It shows what they feel about this community, about PGA National Resort, the competition side, and just what we have built over the last 30 years.

The next step is the resort and our host site. We locked up through 2028.

It is a good recruitment tool for us and of course, having a lot of those players live locally. Now the other part of that is working out the schedule. The plan is to announce the next 2024 schedule in totality here in the next month. Our date is going to be mitigated this year around some of the bigger events.

The last piece is the title, Honda had given us a bit of prep for this. They had some changes in strategy, and I think they got to the point where each president had said, I do not want to be the one to let it go.

But they finally needed to make a move. It allowed us to build 42 years of history with them in this county. George and I are having conversations every day with Emmanuel to make sure we keep it in Palm Beach County.

I think there are a lot of events. around the country and we want to make sure that we keep this here for the next 40 to 50 years in Palm Beach County.

The title search is ongoing. They ask for a substantial up-front commitment, where they started with $15M times 10 years Right now each of the title sponsor prospects has asked for the tour.

We are getting a little bit more of that from the news, while there is still a lot to this agreement on what people are calling a merger but is more of a partnership. The good part is that allows us to keep this going in the charity realm, in the economic impact realm, and if we can get the players back together where we do not have this tension that we have kind of had exhaustion for two years of this side versus this side, I think is a win.

With about six months to go before the event, it is going to be challenging for us in year one, as I kind of watch along with the PGA Tour leading the discussion around the title sponsor. We are going to have to make up the difference that they have, especially in the first year, to get us to year two and year three where they are going to step up their sponsorship fees.

The other thing that coincides and where we have had some conversations that could be an opportunity is to bring in the tourism groups. The PGA Tour would allow two commercial entities,

You would not see the Coca-Cola Classic and then presented by another commercial brand. Where they have integrated now and kind of changed their bylaws is to have tourism groups or location-based branding.

Bermuda has a championship over there, the Butterfield Bermuda. There is an opportunity for us, either short and/or long-term, to take on a bigger stake, with Palm Beach County and talk about not just taking that 60 minutes on air, but taking it beyond that in the branding aspects, in the logo aspects.

One part of our new agreement with PGA National is we would take back over merchandise. For those that do not know, they have always handled the merchandise onsite, for all of our logos, for the Honda Classic. We would take control of that and would have the ability to do some branding year-round.

In the community and around the world as well. There are some upcoming opportunities, there are some numbers that we are still getting back from the tour. This last year was $219M in total earned media.

The player’s deal was the highlight on the media side, but the fact that we were flat year over year on linear TV, and then our total earned media was up about 30% year over year, shows that things are going in the right direction. People are watching this county, watching golf, and paying attention.

Linley

It is important to note that over the last 10 years, we have tracked about 100,000 room nights from the Honda Classic from direct hotel room blocks. It is players, sponsors, exhibitors, and whatever travel groups we can track. It is not necessarily capturing all of the day visitors or the overnight stays that would happen from golf fans, and enthusiasts that are coming in.

Attendance numbers have grown five or six years ago. It surpassed the 200,000 mark of unique visitors to the grounds of the PGA tournament The peak was at about 220,000 in total attendance and maintained it consistently. When you look from the tourism standpoint, it ranks as the highest golf event from room nights, media value, and total attendance compared to any other golf event that takes place annually, and any other sporting event in terms of total attendance. And not necessarily room nights, but total attendance.

The room night numbers are very powerful. We probably need to do some kind of analytics to see what those visitors, or spectators, what kind of overnight stays would be happening from those that we really cannot get our arms around.

The other key factor for a tourism benefit is the only sporting event that consistently delivers network TV. We do have other events that are on cable, ESPN. But this is two days on the Golf Channel and two days on NBC.

I think as Andrew alluded to, our Sports Commission and Discover The Palm Beaches had several conversations and had a meeting not too long ago with Culture and Film. We talked about the potential partnerships with the PGA Tour event. I think there is a chance this year to accomplish two items. One would be to seize a great marketing opportunity for the county, and that would be adding to the title somewhere, whether it is The Golf Classic of the Palm Beaches that would allow you at some point if you do find a title to put that in place with golf. But if you only mentioned the Palm Beaches Classic that would be a much greater stretch. We have inquired about what it would cost to put the Palm Beaches’ name in it.

Amidon

What would the potential investment be?

Linley

Andrew, you could speak to it with more confidence. If we go to the Golf Classic of the Palm Beaches.

George I think you are trying to look at comp sets for the other events.

They are starting at the two million range. But it is primarily the TV part. The assets on site can be customized as you know. It is the TV piece of this. The other part does not always happen where you have an opportunity to kind of leverage it, especially in year one. They do not have any leverage, but the fact that there is likely going to be a bit of a reduction gives us a chance to put the name Palm Beach and the Palm Beaches into the title.

And I think this county versus anywhere else, is a little bit more prestigious. I am from Iowa, and I do not know if a title called Iowa Classic would be attractive. But being in Palm Beach has prestige and some value too for an entitlement company as well

Amidon

Did you already state the economic impact?

George

We were about $70M and are growing. And thank you to everyone here for helping us try to capture as many hotel room nights as we can. This was a record year 2023 for hotel room nights, and that is still probably a snippet of it. I know everybody here tries their best to capture that tourist crowd. But it is a bigger number, about 12,000.

Thompson

What has our previous investment looked like?

Linley

It has grown over the years. When we first started, we were just over $100,000 We support both the tour event and the Honda, the IMG, through the presence of our PGA event for the Honda. Also, host two other amateur tournaments. There is a high school invitational for high school teams around the state and the county. And then there is a junior, classic.

And those happen at separate times. And we also support those events. But we are over $100, 000 now. We were already prepared this year to increase our level of support directly from the Sports Commission. We did have a conversation with our Executive Committee. If this comes, we will come and do a full presentation.

We were talking about how we could get there. If there was ever a time with our budget being strong with reserves, looking at angles, this would be the time. I kind of liken this to what happened to the PGA Tour Champions event several years ago when they lost their title sponsor You cannot compare that event to the Tour event. There are TVs, it is not network TV, the attendance is just a fraction, but it is good attendance. It is a great event, and the overnight accommodations are 20% of what the PGA Tour event creates.

But they lost their title. But the City of Boca and Sports Commission stepped up significantly. We went from a traditional $30,000 grant to providing $200,000 in a year of need was our best effort to save the event. The City of Boca Raton stepped up. Their actual beach, their parks, and the beach taxing district stepped up

And so if there was ever a time to step up and support this event that has been with us now for two decades. This would be the year to do it, in my opinion. Our Sports Commission is prepared to do that. We are working right now as fast as we can to get as much information because it changes every day.

Vice-Mayor Sachs

Would this board be willing to have a full presentation?

Perry

Yes. The presentation will start with the Finance Committee. We are working with all the agency heads, and they are willing to contribute to this cause to make sure that we keep Golf in Palm Beach County.

If we have full support from all of the agency heads and the Finance Committee, I will ask if they will be willing to touch special projects, and we will just do a full overview of the importance of keeping golf in Palm Beach County. The timeline will be once we get the confirmed numbers from Mr. George, then I will schedule a special finance meeting, and then we will act swiftly.

Mostad

How many of the significant portions do you foresee coming from special projects?

Perry

We are going to allocate it amongst all five funds, that way it is not a major blunt to any agency.

Mostad

That is healthy. I think we need to think not just one year, but if we do this once, then it is hard to go backward Andrew, we should not think about this as a one-year bridge but is this something sustainable for some time as well, and what is our threshold to measure it with?

Amidon

I would be curious to see comp set information about what that ROI and for those tournaments to be

Mostad

It has everyone's support, and to continue to know that George, you have done a wonderful job for the community, there is no question about that. I do not think we should be thinking one year, we can layer this in and plan for it. It is a huge difference for George and Dave and everyone else to kind of know that this is coming on the pike.

Segarra

This is an opportunity to plan and elaborate a two or three-year plan, for two reasons.

Number one, golf is one of our top sports, with 160 golf courses, important to the local community, and important to the visitors. This tournament is the top event that we have that projects this destination to other markets. This is an opportunity for us to start developing a plan Discover is fully on board with this. We hope we can make it happen.

Linley

I will give you a summary of some of the initiatives that we have implemented this year. Our sports commission is part of the leadership board for an organization called Compete Sports Diversity. It is an organization that tries to inspire sports organizations, community leaders, and nonprofits, within the tourism space, particularly sports tourism

2. Agency Diversity Report Update – George Linley

space to promote diversity, both from internal and external points., We work closely with this organization, as members, and we have a presence on the board.

We attended their winter and summer meetings, and we are looking to host to bring the event to the Palm Beaches within the near future. During the Billie Jean King Cup, formerly the Federation Cup, a world-class tennis event the United States played Austria here and they won.

We worked with the USTA, which has a diversity division, very strong, and created an event for diversity during the actual event, something that Michael Zeff spearheaded it. It was activated right before the opening of the Billie Jean King Cup competition on Saturday.

C.Y.G. also produces the African American Golfers Hall of Fame. It has now been in our community since 2004 and we are a major sponsor. We have even taken some of the awards from our Palm Beach County Sports Hall of Fame and we are now presenting those awards at the African American Golfers Hall of Fame.

We helped create an event, called the Florida Shine Classic. The inaugural event in January took place at the Ballpark of the Palm Beaches. We provided funding, it is an event for minority baseball high school players in Florida to have an all-star game.

It is an event that we believe can grow. The Palm Beach Lakes High School Baseball Coach partnered with us to help establish this. He has his nonprofit organization, and this was year one.

Also, within our diversity plan, we partner with Discover and the Cultural Council on the Gay Polo Tournament, which takes place every year now. It has become an annual event and a mainstay at the National Polo Center.

We will be supporting Discover and the Cultural Council with the Arts and All Access Summit coming up this year. We have two unique speakers from the sports industry, I think it will be fascinating presentations from that realm.

And of course, our office must reflect the industry we support. We are going to be bringing on more individuals. We have two hires that should happen shortly, and diversity is at the top of my mind.

3. Update – George Linley

Linley

We talked about our PGA Tour event. Golf is a major tourism driver, we sell the fact, that the PGA Tour, the Champions Tour, and the LPGA Tour have been here for two of the last three years.

It is a big selling point when we are recruiting for golf events like Optimus International Junior Golf Championship or American Junior Golf Association, Florida Youth, and the Florida Youth Golf Association. these are sanctioned events and NCAA events. We have hosted four NCAA championship events, two nationals, and one regional.

We are going to host two more, in 2025 and 2026, for a total of six over the last eight years, and this August we are traveling to Indianapolis, the headquarters for the NCAA There is a big portal that is coming out and we are going up there to meet with the committee chairs for different sports. Golf is going to be a big sport we are pursuing.

We have a quick video just to kind of summarize what we have been doing on the NCAA D1 level.

We just hosted the Women's D1 Golf Regional. They are going to play for the National Championship and our goal is to bring the National Championship here to the PGA National Resort which is the best venue at the moment.

We are hoping we can still use them to bid, but we look countywide for other options when we are pursuing those golf events.

I think there is an indirect impact because it is a selling point for us when we are trying to bring other golf events here.

We have Perfect Game, Prospect Select, and a few other organizations. June is probably one of the biggest months. August will slow down, and we will be back at it in October before Spring Training,

The last item I will say in an update, there is a lot of information in your packet. It has a tourism update, where we are at in-room nights through the first three quarters.

If you are watching TV, you might see The Confederation of North, Central and Caribbean Association Football (CONCACAF) Gold Cup, which is a major international soccer event that is taking place where Inter Miami plays in Fort Lauderdale, we have partnered with CONCACAF and organizations that work with them. This June, we hosted six, national teams that, trained in Palm Beach County on their way to the Gold Cup, which is now in Fort Lauderdale.

They stayed for a couple of weeks. That is probably a couple of thousand room nights. Team Haiti is one of the teams that was here. We had a dinner for the entire team and their coaching staff and their personnel. They have become a very competitive team. Saint Kitts, Martinique, and Trinidad. There are six total teams. The list is in your packet that is here for training.

In 2026 the World Cup, arguably the most recognizable sporting event on the globe, is coming to South Florida. And over this last month, we did make contact with FIFA directly. We are hoping to be able to do something similar, which would be on a much larger scale. We would love to position ourselves as a team base camp. Had many

conversations also with Milton about it. A team would live with us, and it would not just be the team, if you get them, depending on the nation, their fans will come and descend upon us because their team is here. It is an atmosphere that is hard to replicate. Is 2026, but the work would begin now to do something like that.

Vice-Mayor Sachs

How do you select the country? Or the country selects where they want to live for the World Cup?

Linley

I am still learning the whole process. Part of it is working with FIFA over the last couple of years, there is a lot of information that is coming our way.

They will place teams in different areas. And it could be a team base camp anywhere from a major stadium to a college or university to a parks and rec field. And each nation might have its own needs. A team that is ranked in the top ten going to probably require a lot more than a team that is not as highly ranked because they can demand it.

They do seek, if they can, four and five-star hotels for all teams. Whether or not that is going to be possible. I might be knocking on some of your doors just to see. I know there will be significant funding required, but I am not sure who pays for all of it.

Whether it pays for hotels, or the teams do, or how it works. But it is something that we cannot ignore when it is coming to South Florida. And this Gold Cup is a good test run.

In 2026, hopefully, the Palm Beaches will be part of the World Cup in some way.

Segarra

We should know a year ahead about which ones are assigned to Miami. FIFA does a draw and creates eight groups of four teams each. And they will assign, Group H will play in Miami, Group A will play in Chicago. And then we will know, and then we can go ahead and let's say they have Brazil, Mexico, Italy, and some others. We can promote those destinations to attract those residents to come here.

C. ERM

1. Update – Matt Mitchell Mitchell

A Sargassum update, there is not a lot of it. We had a regional forum meeting last week, and the state reported that there was a 75% decrease in the amount of Sargassum that they were expecting in June. That kind of echoes what we have said, we are seeing regular, typical accumulations of Sargassum. Not a lot of impacts on the region.

For the beaches, we did wrap up a successful season of sea turtle walks last month. We did have a VIP night where we had some TDC participation, Commissioner Woodward joined us. That is one of our most popular public events where we get visitors to connect with the resources.

It is really special we can share that with our partners and with our elected officials. A couple of outreach items, season two of the Wild Palm Beaches began airing this month on the Destination America channel. Six new episodes, a lot of them are very urban and environmental-centric, focusing on our Pine Glades Natural Area, the county's Natural Areas Festival, and some ongoing restoration projects that I have going in Lake Worth again. some good TV coverage there.

And, last but not least, since we do not have a meeting next month, I hope to see everybody at our 8th annual Night for the Natural Areas at the Twisted Trunk Brewery in Palm Beach Gardens. Proceeds from the event go towards education and exploration of our natural areas.

And they do release an annual drink in our honor, Loxahatchee Water. It should be a neat event. Hope everybody can come out on Saturday the 19th from 2 to 7 p m.

D. DISCOVER THE PALM BEACHES

1. Agency Diversity Report Update – Milton Segarra

Segarra

I can tell you that diversity, equity, and inclusion are part of the strategic pillars of Discover the Palm Beaches. Promoting the destination, as well as hiring and retaining employees, under this diversity and inclusion, and accessibility concept.

Just to validate that, from our 49 total full-time equivalents in this fiscal year, 30 of them, or 61% are white, 6 or 12% black, 20% Hispanic, 2% Asian, and 4% other. We have 34 females and 15 males in our total team. We have made efforts across the board. In sales, we have a multicultural, specific sales manager that is taking care of those particular markets. Also, we participate and are part of national-specific associations in black LGBTQ. And we have a very active role on those particular national boards and associations.

In terms of social media between 40 to 50% of all the influencers that we bring to the destination represent diversity, equity, and inclusion. For the marketing budget, we do allocate funding for print and digital advertising in those specific markets.

From a destination standpoint of view, not only hiring and retaining, but communicating how important diversity, equity, and inclusion are for us. We are sending this message to our main market.

2. Update – Milton Segarra

Segarra

We saw a downtrend in April and May. Also, 4,500 hotels in Florida saw the same trend. Is this competition slash Florida fatigue, as some people have called this? Is a consequence of the political events that are happening right now.

We are in a good position. Because of the preliminary numbers for June, occupancy will be 1% up from last year. And last year we had a very good occupancy for the month of June, ADR is pretty much flat at $183, only 1% down.

REV PAR is going to be flat at $116, which is competitive for the month. And hotel room nights were up 2.8%, and room night revenue was 3.5%. We should see an immediate turnaround from April and May’s downturn. And we should expect something similar in July.

We feel very confident that will happen. Solidifying the last quarter of our fiscal year. How are we going to do that? Beryl, Erika, and Kelly will give you a recap of some specific activities we are doing now in the summer.

Constantine

We are not taking our foot off the gas from July through August. Great things we have upcoming, and we have even more.

We still have a full suite of media running, broadcast, print, out-of-home, radio, display, and social media In our top markets, Orlando, Tampa, Miami, and Atlanta. We have some digital in Jacksonville, Fort Myers, and Naples. And we have media running in the Hamptons and New York City.

We are going in full force with a media plan to impact visitation. International is still on fully in Toronto, Montreal, Mexico, Colombia, the UK, Germany, and Brazil. We have many different print placements. We have a big partnership with Brand USA in the UK. A ton of digital running It is a 360 approach in those markets as well.

And then a full suite of events coming up. We have a new website launching soon. We are partnering with the Historical Society of Palm Beach County on their endless summer events in the Hamptons, Beryl will be attending, and we will have a ton of media and influencers there.

We have got a James Beard Foundation dinner coming up, Taste of the Palm Beaches, right in New York City where we are taking over their space for four nights and hosting ticketed dinners, bringing our chefs up there to cook and represent their restaurants. We have Pushkar from Stage, Clay Conley from Buccan, and Lindsay Autry, a great suite of chefs.

Our Shopping Soiree is coming up. We have got journalists and fashion designers working together to see all the great shopping that we have in the destination. Our Love

the Palm Beaches Savings Pass encourages visitors to come to visit and enjoy savings at over 20 attractions in the destination.

A good push for those families and drive market visitors looking to take that last trip before school starts. We have got a partnership with Saks Fifth Avenue coming up with a window display during New York Fashion Week. Put the Palm Beaches on the map.

And then, our Love the Palm Beach's Residents campaign has been going strong all summer. It is a 360-approach to reaching our top drive markets and reaching our top fly market, and then we are also reaching the residents because we know it is important that they invite their friends and family down to come to visit, as that is, 40% of our visitors, Love the Palm Beaches residents campaign is still going strong as well

Gutierrez

As you know, Mark Zuckerberg, who owns Instagram and Facebook, all of a sudden last week, right after Fourth of July, decided to launch a brand-new platform for all of us. It is called Threads, and it has taken the world.

In five days, they have gained 100 million followers. And this has not been launched yet in European Union or Brazil and many other Asian countries. We predicted that it was going to be a highly successful, platform, and we launched it on the first day, which gave us a tremendous competitive advantage.

We are the second most followed destination in Florida after Orlando. Congratulations to Hilton, West Palm Beach. They also launched it and PBI as well. If you have launched it and I am not aware of it, please let me know because we are getting ready to shout out to all our partners.

And on the social media front, we hired a videographer in January. His name is Isaiah. I wanted him to come here, but his best friend is getting married, so he couldn't make it. Since January, we have been producing tons of videos. You are going to see a recap of the videos that we have worked on.

Starting with Love the Palm Beaches campaign, which has been successful. We have about 7, 000 entries through social media and on our website as well. Now, in the Love the Palm Beaches campaign, we did ask our mayors to participate as well. The mayor of Palm Beach Gardens and Mayor Scott Singer from Boca Raton as well.

They created videos asking their communities to tag us on social media to share their love for the Palm Beaches. You are going to see the Palm Beach mayor, the Palm Beach Gardens mayor, who did a fantastic job. After that, we are going to go to our celebrity series. There will be some examples of the celebrities with whom we have built relationships.

Then we are going to see Only in the Palm Beaches series, which highlights all the top destination attractions. We also started highlighting our cities. We started with Lake

Worth Beach, and to the pleasant surprise of everyone, we broke not only our record but many records in the state of Florida, with 10 million views on our video. We will be filming every single city in Palm Beach County.

Cavers

This summer has been very busy. We just launched our new Mobile Visitor Information Center that is at the Convention Center. Not only is it encouraging those visitors and attendees to spend a little bit more money, go out to our restaurants, and maybe extend their stay because they are enjoying themselves so much, but it is also a place where everyone wants to take a picture.

It becomes a great social media opportunity. We will have it at Florida Airports Council. We have a list of meetings that want to have it pop up at their event. The Pink Retreat concluded in June of this past year at PGA National. Within 48 hours, the room blocks sold out when they launched.

The Pink Retreat is happening, and they will be coming again next year. It is a great way to show the diversity of our community. This was started by a female black woman that was an art therapist that was inspired by the colors of Lilly Pulitzer. It is an event that allows people, women, to come to fill their cups, focus on wellness, and uplift everyone.

Seven hotels within the room block. We are excited to bring them back next year. Not only is it an opportunity to have the meeting here, but we had Travel Trade that wanted to come and visit the Pink Retreat. What they say is that in the summer, rather than sending everyone up north to cooler environments, this is an event that people want to come down and attend.

We had 10 travel trade agents come to join us for the event. It is a busy summer for us. On top of Jehovah’s Witness coming to the destination. We have Turning Point at the Convention Center. What is it, 4,700 of our closest friends will be here. Tony Robbins is coming here in August.

And then Florida Airports Council and I cannot thank the airport enough, they are doing a lot of the heavy lifting along with our marketing and sales team and our board members.

Peter Yesawich will be the speaker at the event, he is one of our board members. Smart Medians, which is a trade publication, will be at PGA National in September.

Another industry trade publication that creates events throughout the year will be happening at Tidelines. We are capturing some of that low-hanging fruit from the international market. IPW is a trade event that happened in San Antonio, in which we capitalized on a lot of that travel trade.

The Canadian market is some low-hanging fruit, especially from the incentive, a market where we can capture some of those groups that are looking to book incentive trips here to the palm beaches. And then we are just in the UK and Germany on some sales missions

and with our brand USA we have a lot of the taxis wrapped in the UK where you can see our brand throughout the streets of London.

Thompson

In the advisory group with Sergio, we discussed some of the responses that Sergio and Jorge were working on crafting about the travel advisories. Where are they with that? Has there been any feedback from the community when you all go out with them?

Cavers

We are focused on creating welcoming environments. That is where our focus is, not leaning more into the political play, but more toward being a very diverse destination. Showcasing the events that we support that are diverse and focused more on that welcoming environment.

Dave, thank you for the support.

Segarra

Tomorrow, we have a meeting with the rest of the TDC agency. As part of the meeting, we will discuss a more unified collaborative approach to this particular position. We had a training session with our sales and all the staff that is facing the customer to prepare us to properly handle any particular request for conversation.

Cavers

We have also elevated our presence in various industry organizations. We will be the keynote sponsor for the National Coalition of Black Media Planners which will happen in September in Atlanta, where we can showcase the diversity of our community. And we are out in the market making sure that we are present, continually highlighting the welcoming environment and the diversity of our destination.

Amidon

Are you all getting any specific feedback from any groups? Are you collecting the information? You’ve got to be careful about a message, but is there anything specific?

Cavers

we are getting questions like, How do you feel about this, what is your opinion on this? It is a lot of things of that nature that we have to focus back on the business aspect of what the event is. What is your goal for the meeting? And then we lean more into solving for that goal of the meeting, which a lot of times for associations, their meeting is their largest revenue generator for them.

Anderson

It is extremely important that we are having a lot of success locally now, and we need to be able to pull it all together.

We need to show the people that are asking questions about what we are doing now. Coming out of COVID, we started doing those small events, but then we all kind of started showing the industry that we were back. We must be doing stuff right now. We need to make sure that all those planners see that.

Vice-Mayors Sachs

Is there another location that is taking some of our business away?

Cavers

Specifically, no, I would not say that there is but, we have to stay competitive. I think California is popping up more and we are seeing more of California that we didn't see.

Segarra

We need to focus right now on summer, but also on the upcoming high season. And for that, we need to start planning, right away. And Gustav is going to be doing a few surveys on the market. We need to know consumer sentiment. To see exactly what the expectations or likelihood of engagement are and coming and visiting in our top prime season. We are going to get that, and we will have the opportunity to adjust any specific marketing or sales, or any branding effort for a partnership to make sure that we can come up with a viable plan to make sure our high season is successful.

Amidon

With the West Coast and the impact from Hurricane Ian, any impacts from those typical midwestern visitors to the west coast, are we seeing any more of them over here?

Cavers

We are. I think that has been a combination of the impact of getting a taste of what it is like over here and enjoying it and coming back for repetitive business promotions for keeping that repeat business.

To the businesses that have moved down here or relocated down here or leadership that is now working remotely. American Academy of Orthopedic Surgeons does 2,000 meetings a year. Their executive director, headquartered in Chicago, now lives down here. So, you know, we are capitalizing on those types of opportunities that help us.

Amidon

I interacted with several guests at the resort, but I was expecting more. And maybe it is happening, maybe along the highway where maybe the rates are more comparable to over on the west coast.

Mostad

There is some impact, like some of the properties are just now reopening. Ritz Naples opened a week ago. That is the main, that is one of the main competitors for beachfront here. I think you are right; it was really hard to quantify that.

It would be a cumulative effect of still trepidation with the islands. It is the hurricanes in the last few years, international, you know, trepidation traveling to Europe, which has changed significantly, outbound to the UK and other destinations in Europe is way up, and so it is a cumulative effect, that impacted us, when you look at the bed tax for May, you see that it is down for June compared to 2019. It is staggering how well we have kind of leveled off. There is not a big growth spurt, which is something we have got to factor into. A lot of the lodging institutions are seeing a jump from here to the next 12 months. We would like to hold on to where we have been.

Dufresne

If you take 2019 as a base, we would be thrilled to be a 10% growth factor. 10% year over year, we are still blown way past that. Even if we have a 10% retraction, we are fine.

Segarra

Thanks to the Success Continuation Plan that the board approved, we invested part of those funds into those specific markets, the Chicago, Boston, D. C., and Philadelphia markets, and we saw good response from those markets to a point in which in the upcoming marketing plan, we are going to be assigning additional funding from our regular budget to those markets again.

We do not go there once and then disappear. We maintain and hope that consistency will create some sort of additional incremental business from those markets to our hotels and part of the destination.

Amidon

You are investing in the ROI. That is what I am trying to do

I am talking to the guests. Hey, where are you visiting from? It is still getting a lot of northeast, but once in a while, we will get that Midwesterner, which is good. I am just trying to get a real feel for that ROI. Not only my resort but the entire area for your

Dufresne

I do not know how much money we need to spend on that market. And if you take your typical Fort Myers visitor, your average Fort Myers, average South Florida visitor, a very different demographic than your average Southeast Florida visitor. Very different.

Nothing wrong with Midwestern. We have 20 bike nights, and 20 bike night events over there now in July. It is a very Harley Davidson kind of crowd. It is a very different market there

Amidon

I do not know what the specifics are about their ADRs or their occupancy, but I know from Emmanuel, he was able to get the number of room nights that were impacted by the hurricanes.

I am not sure how many rooms are out of service, but there are a lot of rooms in that area. It would be interesting to know what their ADR is and then, we can attract them over here to afford our ADR.

Vice-Mayor Sachs

For the September meeting then we can review that a little bit about how we are planning for the high season.

Segarra

The full plan will be presented to the board in September. In the same way, we did, in the Caribbean, the cruise line companies target those particular. We were not alone in the hunt for those. But we had a very good competitive advantage that we know.

But it is still a highly competitive market, because of the demographic of that mid-west, It is very attractive to many destinations.

E. CULTURAL COUNCIL

1. Agency Diversity Report Update – Dave Lawrence

Lawrence

Our most recent diversity report indicates that 41% of our staff are persons of color.

We are actively working on this as part of our DEIA work. We have an active equity and community investment committee on the board of directors. We also have a staff equity committee that meets regularly. We are working with consultants on board and staff training and other initiatives.

She is also looking at doing a sort of assessment of all of our printed materials and looking at the way we communicate with people. We are doing a deep dive into this

work, participating in advancing the mission through the county, and we have been actively involved in that process.

We revised all of our grant and selection process committees to make sure that they are representative of the people that we are serving. A minimum of 50% of every panel is made up of persons of color. Our artist database has quintupled in the last five years. 64% of the artists that are exhibiting in our gallery spaces are new to the Cultural Council. And 40% of those represent people of color. We have done a great job in terms of diversifying the artists that we are serving through the work that we do. A couple of other things that we are working on specifically, working with the Historical Society of Palm Beach County and other historical societies around the county on a black cultural heritage tour piece that will not only exist on our website but a community resource highlighting specific tours that people can take. And then, the Arts and Tourism Summit, Access for All is taking place August 30th and 31st at the Convention Center.

We have over 250 people registered to attend, and our goal was 300. We are easily going to hit that. It is going to be two full days of conversation, sort of convention style. With cultural performances, we have an art market on the second day, that is all artists of color that will be showing and selling their work.

On the first day, we will have an SBE vendor spotlight in the afternoon. We have more than 25 speakers, many of whom are from outside the state of Florida. I want to give a special thanks to Jennifer Sullivan, on our team, and Heather Andrews who have done a magnificent job putting all this together.

To remind everybody, this is a collaboration of all of the TDC agencies, I want to make sure to thank all of the agency heads and, especially the Convention Center for helping us, pull all this together. It is going to be something that we can all be proud of; it is another way that we can continue to signal to the world that Palm Beach County is welcoming to all and that we take this very seriously.

I have with me today our Director of Marketing and Cultural Tourism, Lauren Perry, who's going to share some great results from the Mosaic and our Open Studios program.

Perry

I know that you have seen on the screen in some earlier meetings a lot of our Mosaic collateral materials and some of the advertising that we did.

But I wanted to come back and give you some numbers. Our ad agency, Push, reported to us that through our advertising campaign, which spanned the months of both April and May, we had over 11.5 million impressions. Our digital ads had a 1.02% click-through rate with a $1.02 cost per click. We felt like that was a really strong performance. The

2. Update – Dave Lawrence/Lauren Perry

Lawrence

landing page, MosaicPBC.com, is where all those offers live. We had over 74,000 people visit that landing page during those two months. 71,500 of them were new users. I had never visited that page before, and this is a six-year-old campaign.

You had some of these numbers in your TDC report, but the actual number of referrals that we received sent to our partner organizations from MosaicPBC.com was over 18,000. The number that is in the report for referrals is low, that was wrong, and we found an error in our calculation.

We also signed up over 5,000 new email subscribers. Those are a whole new audience that we will be reaching all year round, thanks to Mosaic. And these results, compared to previous years, are the highest achievements that we have received in six years. We had 25 cultural partners participating. Most of them were cultural organizations. We had a couple of retail. We had Visit Palm Beach participating. Most of them when I surveyed them reported they had a noticeable increase in traffic from the campaign. More than half of them have redemptions of their offers.

And just to note the Ann Norton Sculpture Garden had 262 people redeem their offer. Kravis Center had 178 people buy tickets through Mosaic That was over $12,000 worth of ticket buys. Mounts had 121 people redeem the offer. The Schmidt Boca Raton History Museum had 106. And the Society of Four Arts almost broke 100.

We feel like we had some good, strong offers this year. And we are hoping that when we go back to our cultural partners, we can continue to work with them to come up with really good offers to make this campaign even more successful.

There was Open Studios, which was the one-day event we did on May 20th as part of Mosaic. We had over 75 artists and galleries participate in that event. It was from noon to 5 p.m. And 57 of those artists responded to our survey. Based on their responses 1,362 visitors showed up at their spaces in total.

That is just for the 57 that responded. We were keeping track of zip codes. We know that 32% of those 1,362 came from outside Palm Beach County. That was an encouraging number as well. All the artists we spoke to were saying they were selling artwork, or they were receiving commissions for artwork.

That is part of our goal at the council to help them. Then just to add to that, our PR agency SHARP helped us track our earned media placements. We achieved 13 earned media placements, which gives us about a 67-, or 76-million-person impression.

Part of that was paid broadcasting. Where I went on television in Tampa, Orlando, and Miami. I sat in Palm Beach Drama Works on their stage and talked about Mosaic. We got some exposure for Drama Works as well as the other organizations participating in the campaign.

Additionally, we had a social media influencer campaign. We worked with both locals and some mommies who live in Florida outside of our market.

Lawrence

We have hired the Director of Community Engagement. We have created a Community Engagement Department. Again, this helps with our DEIA work. She will start on August 1st .

We are moving to the contract phase with all our Category B and CII grants, moving forward for next year.

We are in a lot of planning right now; the council will unveil a new strategic plan in January. Our board and staff are active in that process, and we also have a new website that will be coming online sometime this fall. We are deep in redoing that, a lot of work happening, and a lot of exciting things are on the horizon.

Hillery

Diversity remains a priority for the Film and Television Commission. Of our six employees, 50% would be considered diverse, which is wonderful for us. In addition to the importance of our board of directors, the diversity in which we market and promote our diverse locations here in Palm Beach County for filmmaking, and of course the programming. That is put out through the Palm Beaches TV channel. Some of that programming which is just recently released this summer includes On the Town of the Palm Beaches with Frank Licari who covered Latin style, and Around the World covering European, Asian, and Middle Eastern cultures which was a wonderful program that was just put out.

He also covered, health and wellness and family-friendly fun. That family-friendly fun included, The Therapeutic Rec Center out at Lake Worth which is run by Parks and Rec and is a wonderful facility for adaptive learning and education. In addition to the SOS Warriors out in Riviera Beach, I believe are the only high school band that was selected to play over in England.

That is also wonderful for us to cover. We delivered four brand new Just Bring Your Game shows that are now being reviewed by the Sports Commission in a collaboration effort between the two of us. That also has a great deal of diversity, and we cover Pride Month as well, which we did a lot of social media and show coverage on those efforts too.

One of the new shows that we are sponsoring is What’s Poppin PBC with Kitty Lunden. Another six episodes with her. She just did a wonderful show on Black Enterprise, Black-owned businesses here in Palm Beach County Covered the Muck Tavern out in Belle Glade.

F. FILM & TV

1. Agency Diversity Report Update – Michelle Hillery

We are working with the Cultural Council on the Arts and Tourism Summit. We are thrilled to be able to showcase some of that diverse programming on the screens at the summit.

We are putting together a specific series of those shows and clips of those shows. To demonstrate what the Palm Beach TV channel is all about and how we embrace the culture here in Palm Beach County and that welcoming, open community that we have. And finally, the Student Showcase of Films, which we just concluded, over at the Maltz Jupiter Theater. 650 in attendance, it was a wonderful success. From that, I can tell you that 55% of our student finalists are of diversity, 26% of our judges, and 43% of our presenters. While we showcased a great deal of that diversity last year, this year was an even, stronger showing.

Hillery

It is important to note that 2022 had record-breaking production numbers. $7M in production was spent here in Palm Beach County. Close to 500 productions utilized Palm Beach County as a backdrop for film and TV. We are about 5% ahead of schedule to date for that production revenue, and we are looking at potential back-to-back recordbreaking numbers for production.

We have generated $187M in economic impact to Palm Beach County, representing about a 12% increase year over year in the same period. We have a Screen Actors Guild strike going on.

That will certainly affect us in ways, but Palm Beach County is known for a lot of reality unscripted shows. We are a right-to-work state here. We have not seen too much of an impact from that as of right now. But one of the impacts that we are going to see, which we are monitoring, and we are also ahead of the curve, In Tallahassee, House Bill 5, which passed did reorganize our state film office.

We are one of 50 film commissions throughout the state of Florida. Some people think, are you going away, what is happening with your film office? And all of us collaboratively, we are coming up with a press release today on behalf of Film Florida, letting the community know that the state film office is restructuring.

They are now rebranding and restructuring and going into the Department of Commerce. They will no longer be known as the Office of Film and Entertainment, but that office will remain open. They will continue to update their production directory, their location, and library. They will still be answering phones and redirecting any inquiries back to the appropriate film offices.

I have been a part of an organization called Film Florida, I was the president a few years ago. They keep dragging me back on the board, I guess I am an alternate on the board

2. Update – Michelle Hillery

again. But what is good about all of that is Film Florida, which is a statewide organization is an advocacy group.

Our state film office cannot advocate because they are at the direction of the governor. With Film Florida, as an advocacy group, we can step up and take on whatever responsibilities we need on behalf of the state.

Vice Mayor Sachs

I wonder if there will be changes to our local outreach. Could you let everybody know, just copy everybody, because we won't be coming back until September. But I know there has been, always been a lot of back and forth with Film Florida.

Hillery

Yes, we are very much involved, and we have our finger on the pulse of what is going on. We are not anticipating any disruptions if you will. We have a sales tax exemption program that is in place. It is not an incentive program, but it is a sales tax exemption program. That is important to the state of Florida here.

G. CONVENTION CENTER

1. OVG Venue Management

a. OVG 360 Diversity Report Update – Dave Anderson

b. Update- Dave Anderson

2. OVG Hospitality

a. OVG 360 Diversity Report Update – Kathy Griffin

b. Update – Kathy Griffin

Anderson

When our company was bought a couple of years ago by OVG, Oakview Group, we turned into one of the largest private management companies in the world for arenas, stadiums, convention centers, and theaters. We currently have 30,000 employees. And, when they flew us out to L. A. a couple of years ago for the executive meeting, the first thing on the agenda was DEI. It was very impressive. It was the chairman, and he committed from day one that, DEI was always going to be at the forefront of our organization.

Since that time, one of the first things they did is they hired Dr. Debonair Oates-Primus, who's our VP of DEI. She has been on for a couple of years now. She is doing an amazing job and the great thing about it is she can focus solely on that.

That is her sole purpose. One of the first things she did was roll out a DEI training program for the entire company. It started with the executive leadership. They all were flown out to L. A. And it was an immersive thing for four days. Then they started rolling it out to the company. I was on the second tier of the rollout.

It was six weeks, every Monday. And it was for 90 minutes. With 40 of my peers and a moderator running the diversity training. And it was incredibly strong. And it was incredibly impressive because it was, it was almost all interactive.

Discussion-oriented all the way through. And it was a very diverse crowd. And there were a lot of discussions about people's experiences. From somebody like me, or somebody who's a minority coming into our organization.

So now that is rolling out to all of our general managers, and we will be rolling out to all of our frontline staff over the next 12 months. It is a very impressive effort by the company. The other thing that they are doing, which is great, is there are just ongoing things available to all of us every month

And the world of the internet and to be able to connect is so great now. They have monthly, sometimes bi-monthly calls. Where they will have guest speakers and sessions and you can just jump on, and you can join in and listen. One of the sessions I made a month ago, featured eight employees of ours from around the country, a couple from Canada. And the whole session was based on the moment they came out in the industry and told people that they were gay. And it was extremely strong, and powerful. The other thing that they just started was they are bringing on executive leaders, minorities who either own or run businesses around the country, not affiliated with us. Talk about how they are rolling out diversity within their companies, and they own the companies.

The other thing that our company rolled out is a diversity supplier program which Kathy and I are involved in so all of the local companies we use small businesses are now part of a national network, and all of our buildings can go on to the network, and if they want to use one of our companies locally they can actually go on and call them directly and start using them now the same thing with me if I am looking for light bulbs And I found that there is a minority-owned business in Iowa that is in our program.

I can buy lightbulbs directly from him or her because they are on the program. We are part of the beta test that just rolled out, but again, you are talking within a year, you are talking 350 accounts. All of us probably have 10, 15, or 20 vendors per account. It is just going to be this massive database of minority-owned businesses around the country.

My team is very diverse, but then, probably the thing I am most proud of is that they are in leadership positions. Directors, managers, and key decision-makers are minorities within my team.

This allows people that are coming into the organization to see them. And to see them in these leadership positions.

We have Turning Point starting today. Again, high profile and high intense event. We have got Trump on Saturday, along with a bunch of his other friends.

These people are running the show. They are on the front line. They are the leaders of my organization. And it is a great testament to what we have done as far as growing our team and making it reflective of the local market.

Griffin

I have just finished week five of the DEI training. We have one more day to go. And as Dave said, I am going to echo what he said. It has been very enlightening. I have always considered myself to be very open and on the forefront of this, but this training has shown me blind spots that I did not know I have so it was great. A big part of this is now taking that training and putting it into action. There is one area that I am particularly proud of that we do here at Palm Beach County Convention Center is our relationship with blend with Trinette Morris and Katrina Long Robinson. We partner with them to help us reach out to local minority businesses in the area and bring them in as partners. We just did a food truck rodeo, and every food truck was a minority partner. Whether it is catering for us. Many different levels, whether it is a supplier. Once a quarter we do an expo forum. They come in, they have an opportunity to have a table set up, show us their wares, if it is a food product, do a tasting, and then basically an elevator pitch to us.

Right now, we have 12 to 15 local minority-owned businesses that we work with regularly Part of these quarterly sessions also includes the office of OBEO coming out and they do a class for the folks who are there. Help to get through the process to get certified. So, we are making sure that people, you know, can be a little intimidating, everything that they have got to do.

Helping them get through that process and becoming a certified Palm Beach County, OBEO vendor. On top of that, I am also on the advisory board for Inlet Grove, as is our chef. We go into the school; we work with the students. OVG does a 4,000 scholarship every year that we present to the school at the banquets that they do in the spring.

We bring the students out on site, where there is more that can be done and more that will be done.

Right now we are on a huge hiring spree. You know, we are doing well, about 50% through on what our target numbers are. Right now, our workforce that we have from management to front line to admin is about 55% diverse.

Anderson

I would just avoid, Okeechobee on Saturday afternoon and Saturday evening due to Turning Point, so as Kelly mentioned, the actual event starts today, they ramp up today and tomorrow, but Saturday and Sunday are going to be pretty intense, Trump will be on probably at 6:30 or 7 o'clock on Thursday. We are currently meeting with the Secret Service, and as with any of these events and with the political atmosphere everybody knows about, we take these things very seriously. The cooperation with Secret Service and local law enforcement has been amazing, we are tight and buttoned up and ready to go.

But then we roll right into Airport Council, which is fantastic, and the airport is hosting the big opening reception next week, which is great, and then, of course, we go right into Tony Robbins as well. Summer, there is no down month for us. It is just continuing, but things are really good.

7. BOARD COMMENTS

Amidon

Any updates on Brightline? I know they hit a snag up there in Stuart.

Segarra

We had a meeting yesterday morning with some of the industry colleagues and we had a representative from Brightline, and he stated that very soon, most likely in September, Brightline should be running to Orlando.

8. PUBLIC COMMENTS

No public comments.

9. ADJOURNMENT

There is NO meeting in August.

The next Meeting will be on September 14, 2023.

*Attachment included.

Tdc/tdcmtgs2023/Minutes 7 13.2023

4. CONSENT ITEMS

TO: Tourist Development Council

FROM: Jorge Pesquera, President/CEO

DATE: August 31, 2023

RE: Discover The Palm Beaches Monthly Activity Report August 2023

The following is a summary of DTPB activities in support of TDC Performance measures for the month of August2023. This report demonstrates positive trends relative to owned visitor digital footprint, advertising impressions, social media engagement, and booked room nights for the Month of June

July 2023 Performance and Q2 Visitation

Key Lodging Performance Trends for July

 The Palm Beaches ranked 1st in room nights sold growth at 3.1% one of 3 markets with positive growth. The State of Florida decreased by 3.9%.

 The Palm Beaches ranked 2nd in room revenue growth at 5.0%. Only Tampa (Hillsborough County) and The Palm Beaches has positive revenue growth. The State lost 6.4% in revenue.

 The Palm Beaches was one of four markets that was able growth ADR and one of three markets that grew in occupancy.

Occupancy and Demand

 Hotel Occupancy for July increased by 0.9% to 62.4%, selling 3.1% more hotel rooms than last year

 Shared lodging sold 22% more room nights compared to last year, but with a 4.4% increase in occupancy

 Total room nights sold from hotels and shared lodging increased 9.9% to 552,000

ADR and Revenue

 Hotel rates were up 1.9% to $180.

 Shared lodging rates were up 2.5% to $331, the per room equivalent was up 1.6% to $139

 Overall lodging revenue was up 11.4% year-over-year at $92.2M

 Bed taxes are expected to be over $5M

Visitation

 2.3 million visitors up 4.5% from last year driven by record international visitation

o International by 8% to 168,600

o A record 61,000 Canadians visited in Q2-2023, 4% more than 2022

o Visitation from Germany was also a record at 5,100, up 18% from 2022

o Brazil was up 70% from 2022 with 7,800 visitors

o Mexican visitation was up 10% from 2022 to 3,200 visitors

 The UK (-12%), Colombia (-19%) and Argentina (-22%) all saw decreases from 2022

 UK with 8,400 visitors

 Colombia with 4,800 visitors

 Argentina with 3,500 visitors

o Visitation from Out-of-State increased by 5% to 1.3 million

 Visitation from New York City Area was up 2.9% to 277,800

 Washington DC & Baltimore was up 6% to 81,900

 Boston was up 2.8% to 64,800

 Philadelphia was up 4.2% to 54,000

 Atlanta was up 1.2% to 64,100

 Dallas was up 4% to 24,400

 Harford was up 12% to 11,000

o In-State increased by 2% to 830,000

 Miami-Ft. Lauderdale was down 1% to 235,000

 Orlando was up 15% to 161,400

 Tampa was up 20% to 93,000

Spending

 $1.8 billion up 1.7% from last year

o $460 million in F&B spend down 7%

o $717 million on total lodging spend (including ancillary) up 7.6%

o $205 million on recreation up 7.8%

o $258 million on retail down 15%

o $159 million on transportation with The Palm Beaches up 23%

Performance Measures - TDC

DTPB OBJECTIVES 2022 – 2023

Leisure/Consumer

 Increase Consumer and Travel Industry database to 410,000

 Generate 14,000,000 in Owned Views Digital Footprint

 Generate 7,000,000 Social Engagements

 Generate 700,000,000 Advertising Impressions

 Generate 250,000,000 Earned Media Impressions

Meetings & Conventions

 Book 110,000 DTPB only room nights (Hotel Meetings Leads)

 Generate 50,000 Group Level Booked Room Nights Convention Center Shared

 Generate 40,000 Group Level Actual FY Room Night for Convention Center Shared

 Generate 80 participants in Destination Reviews

 Generate 110 Destination Site Participants

Marketing Overview by Month FY 2022 - 2023

0.0% 100.0% 79.7%

79.7%

50K

Year End Target 80

Success Continuation Plan

FY2023

PROJECT DATES LEAD MARKETS STATUS

Marketing

Broadcast TV Buy January 16 - April 16

Brand/Media

• Bonus impressions running to meet target KPIs

Chicago, Washington DC, Boston, New York

• Chicago - NBC & CBS - 9.9M est. impressions

• Boston - NBC, CBS, ABC - 10.4M est. impressions

• Washington DC - NBC & CBS - 13.3M est. impressions

• New York - NBC & CBS - 16.1M est. impressions

• Broadcast TV in top DMAs:

Miami/Ft. Lauderdale - CBS & NBC

Broadcast TV Buy June - September

Brand/Media

Miami/Ft. Lauderdale, Orlando, Tampa, Atlanta

Orlando – NBC & Spectrum

Tampa – NCB

Atlanta- CBS

• Shifted funds from Accessibility, Sustainability and TDC Partnerships due to timing of iniatives

Community Outreach Toolkit March 1 - June 30

Social/Brand

Palm Beach County Residents

• Launched “Love The Palm Beaches” referral campaign to engage Palm Beach County residents and encourage them to invite friends & family for a trip, with significant reach across social media, broadcast TV, radio, out of home, direct mail, print, PR and digital display, resulting in 33,665,593 paid media impressions, 260,645 earned media impressions, 7,600+ social media tags, 1.1m impressions generated by influencers.

• Gay Polo partnership on April 8, hosted media, influencers and clients

• Partnership with Sports Commission for any support with RFPs or events for FIFA World Cup and College Football Playoff 2026

TDC Collaboration: Signature Events January - September Brand/PR/Social Varies

• Partnership with Cultural Council to promote Mosaic Open Studios, from paid media, content creation to social media posts

• Aug 30-31, Partnership with Cultural Council to prepare a highlight reel for the "Arts and Tourism Summit on DEIA" to be posted on LinkedIn

• Reallocated $150K into Summer Broadcast to bolster season, bringing total to $100K from $250K, based on estimated slated partnerships for remainder of fiscal

TDC Collaboration: Film Studio Planned Completion: September 30, 2023

Social/Digital/ PR/Brand N/A

TDC Collaboration: Airlift January - September Digital/Brand/Medi a Fly Markets (TBD)

Destination

OTA Co-Op January - September Digital

Chicago, Washington DC, Boston, New York, Philadelphia

• Requesting proposals to build out additional assets in Film studio space for video and podcast recording; awaiting confirmation of space availability in 5th floor studio

• Completed campaigns with Avelo on launch of new Wilmington, NC and Raleigh-Durham; promoting Breeze - Charleston route; Asheville campaign with Allegiant

• Continuing to customize creative with specific call to action to book within certain time frames with lower demand forecasted. Majority of campaigns running Florida markets plus Atlanta.

• Booked campaigns for July, August, September for $153,000 with reallocation of some Metaverse funds.

PROJECT DATES LEAD MARKETS STATUS

International Strategy: Traditional January - September Brand/Sales/Media

International Strategy: Digital January - September Digital

Canada, Mexico, Colombia, Brazil, UK, Germany

• Finalized media plans across Canada, UK, Mexico, Colombia and Germany. Media running February - September 2023

• Placements include Robb Report & Forbes MX; Elle & InStyle Mexico and a sponsorship of the Toronto Polo Club season

• Campaigns running in Mexico (Mexico City & Guadalajara), Colombia (Bogota, Medellin, Baranquilla), Canada (Toronto & Montreal), and Brazil (Sao Paolo).

• Launching campaigns in the UK on June 1, shifted $60,000 from Metaverse funds.

Canada, Mexico, Colombia, Brazil, UK, Germany

NationalTargeting Meeting Planners in Key Industry Segments

• Hosted Brazilian influencers @vazaonde and @ines.lafosse, combined following of 576k followers. Hosted @jujunatripblog 219k followers

• Hosted Toronto's top influencer and leading media @blogto (2.5 million followers) in partnership with Visit Florida

• Hosted Canadian influencer @luxe.tourista (183k followers)

• Boosted posts in target markets, 80.5m reach YTD

• Launched March 30 at Global Meetings Industry Day

• Owned & Paid Media plans in place, content being created, PR support

• Episodes:

7. The Future of Incentives with Stephanie Harris

8. Transformational Events with The Pink Retreat & Maritz

9. Partnering with Destinations to Create Welcoming Environments with Emily Scheiderer

10. Sustainable Meetings with Mya Surrency

• In discussion with Alliance Connection for high-impact partnerships with family brands

-

PR/Brand Florida Drive Markets, Key Fly Markets

• Evaluating opportunities with Sun Bum for a partnership takeover at point of sale in top stores

• Reallocated $100,000 to Brand Activation; reallocated $200K for drive marketing advertising to extend off-peak season media in Tampa, Miami/Ft. Lauderdale, Orlando and Atlanta Brand Activation August/September

PR/Brand New York

• Confirmed partnership with Saks 5th Avenue for high-impact window display activation Sept. 7-21 to coincide with New York Fashion Week

• Confirmed Carvertise Uber wraps to promote "Stay in Style in The Palm Beaches" during New York Fashion Week and Saks 5th Avenue activation

• Secured 2 additional OOH placements in NYC for 4-week sin September

• Per our prior notes on investing in some infrastructure marketing technology projects prior to building out the Metaverse platform, we have three projects we will begin using these funds for: 1) data lake, 2) customer data platform (CDP), 3) data clean room. We are also in preliminary conversations with a consultant to help advise and guide these projects.

Metaverse & MarTech Transition September Digital National

• Reallocated $153,000 of this budget to OTA campaign portion to cover July, August, September

• Reallocated $60,000 of this budget to digital international strategy to launch in UK.

• Original total $400K, currently $187K

• Remaing funds will be used by year end for Metaverse supporting infrastructure projects or reallocation to other SCP projects.

PROJECT DATES LEAD MARKETS STATUS

• Plan approved for:

• Joined Travelability's Destination Ally Club

• Enter into Partnership with Travelability for writing an Accessibility Strategic Plan and for Travelability to work with The Palm Beaches in an advisory capacity

• Wheel The World Assessments wrapping up with 30 partners + PBIA and PBCCC to conclude by August

• Received official Certified Autism Destination certification with all staff completing accreditation

Accessible Travel January - September PR/Brand/Social

All Target Markets

• Press release distributed for Certified Autism Destination and accessibility program announcement garnered an audience of 22,860,000+ print and digital readers, yielding an advertising value equivalency of over $877,000

• Hosted accessibility influencer @justcpnotspecial with 63k followers. She also wrote 2 blogs for us, one in Spanish

• Invited to participate on a panel discussing Accessibility Strategies at Travelability's Emerging Markets Summit

• $168K to be allocated to summer drive market broadcast, bringing allocated total from $250K to $82K based on first steps this year

Sustainability June - September

Brand/PR/ Community Engagement

Palm Beach County Residents; Drive Markets & Fly Markets

• Sea to Preserve campaign creative concept approved, moving forward with build out of additional assets

• $75K reallocated to drive-market broadcast for summer bring total from $225K allocated to $150K allocated

• Media to begin in August/September as a follow-up to Love The Palm Beaches residents campaign

&

• Launched marketing promotions to databased and additional distribution channels such as Cvent and 3rd party partnerships. Executed on PCMA and trad experience and received new lead opportunities and contracts to utilzing incentive dollars. Secured 40,000 plus room nights with incentive dollars and aquired two industry events - confidential and Smart meetings national meeting

• Initiated new convention center focused promotion to become more competitive Nationally for 2024 adn beyond.

* Finalizing Short Term PBCCC promotion for 4th Trimester 2023 period over need dates targeted for short term corporate business. Total allocation already committed into events contracted into future years

• Commenced planning process for enhanced participation multicultural trade events and marketing partnership agreements. Signed marketing partnership with National Coalition of Black Meeting Planners ,LGBTQ's annual PROUD event in Los Angeles, and Connect Diversty, Faith and Specialty Markets

•Confirmed ConferenceDirect DEI Focused commitment - $12,750.00

Multicultural Market

January - September Sales/Marketing BIPOC, Hispanic, LGTBQ+

•Confirmed Proud Experience Summit and IGLTA Membership$10,720.00

* LGBT Meeting Professionals Association Partnership - $5,000.00

* Stratagic Partnership with NCBMP - $30,000.00

$25,000 already budgetd to utilize at NCBMP Conference in Atlanta December 3 - 6

* Southern Province Kappa Alpha Psi Fraternity Tampa 7/19 Presentation - $6,000.00

* Evolve Mastermind Conference Speaking Arrangement- $2,000.00

PROJECT DATES LEAD MARKETS STATUS

• Initiated discussions with existing representation firms to determine capabilities and potential to manage MICE and other expanded sales/marketing responsibilities. Reviewing proposals from representation firms. Expanded presence and activation in Colombia with travel trade operators, tradeshow and golf activation

Expanded Representation Firms

January - September Sales/Marketing

Domestic, Canada, Mexico, Colombia, Brazil, UK, & Germany

•Finalized VoX International Agreement for MICE Canada Group representation. Contracted Partnership at $34K

•Seeking proposal from UK with a cost of $16,000 for remainder of this FY and will need additional

$10,000 for Cananda Client Activations

$25,000 for additional campaign in GDS impacting leisure travel trade for summer

$15,000 for Mexico MICE additional market

WIll relocate remainder of the $165,000 to continue MICE market and representation in Canada, UK, Mexico and Domestic to continue monthly support in 2024 per agreements

Transformational Events DecemberSeptember Sales/Marketing Wellness, Culinary & Multicultural

• Initiated discussions with major internationally acclaimed event organizers to secure a Palm Beaches launch in late 2023. Executed on planning trip with wellness event organizers

• Launched The Pink Retreat partnership for event in June 2023

Remainder of $200,000 Wanderlust / Wellness Retreat Scheduled ot occur in November of 2023 and October 2024

Destination Servicing/Mobile Visitor Information Center

January - September Sales/Marketing Group & Leisure Events

Incurred additional expenses of on GMID and of transportation costs and housing and registration for PBCCC group. Executed on additoinal site inspections that included airfare and overnight accommodations. Executing on Mobile VIC Center to be utilized for Convention Center Group & Consumer Events. Incurred additional expenses for Site Visits on airfare, transportation and overnight stays for planners. Incurred additional expense for GHC transportation from hotels within the room block to the Convention Center during their May meeting.

August 2023

1 New performance indicators as of 10/1/22. Previous year totals were not measured.

HIGHLIGHTS

ADVERTISING

In August, the Council’s cultural tourism campaign was adjusted to target audiences who are starting to plan for travel during the winter holidays. Focus shifted back to our fly markets, specifically New York, New Jersey, Chicago, Washington, D.C., Philadelphia, Los Angeles, Houston, and Austin. The summertime campaign targeting Canadian tourists (Toronto, Ottawa, Montreal) in both French and English remained active in August.

Due to the success and popularity of the Council’s co-op advertising packages in FY23, we were able to work with our agency, Push, to allocate almost $125K in coop revenue towards end-of-year print placements and boosted our digital ad budgets through September. Placements in August included print magazine ads (Vanity Fair, The New Yorker, Metropolitan Magazine); streaming video ads (Amazon, Hulu); digital ads through search engines and social media; and an English-language mailer delivered to Canadian mailboxes during the last week of the month.

The Council finalized its FY24 media plan with Push in August, and its FY24 Cultural Tourism Marketing Plan will be presented to the TDC for approval in September

With the finalization of the media plan, the Council and Push developed over 100 co-op advertising packages for FY24. The packages, which include placements at Palm Beach International Airport and in national magazines and newspapers, were presented to cultural organization partners in late August. At the end of the month, 25 packages had already been reserved by 10 organizations for the new fiscal year.

PUBLIC RELATIONS

In the month of August, the Council identified a theme and began planning its annual media event for travel and lifestyle editors, freelancers, and influencers in New York in December 2023. This year, the event will focus on The Palm Beaches’ historical and cultural connection to Japan, and the Council will present the event with support from its PR agency, Sharp, and in collaboration with the Morikami Museum & Japanese Gardens and Mounts Botanical Garden. Other collaborations with local artists and performers are being explored, thanks to referrals from the Boca Raton Museum of Art. The Council also plans to connect with the Delray Beach and Boca Raton historical societies.

The Council and its PR agency, Sharp, finalized the agency’s scope of work, budget, and KPIs for FY24 in August. Sharp began to work on expanding the Council’s partnership scope with influencer and photographer Nick Mele, presenting a proposal to his team for FY24. The PR agency also coordinated a visit to Loggerhead Marinelife Center for national freelance writer Lia Picard and conducted outreach to target national editors and freelancers to engage in Fall FAM trips. While the Council and its agency do not conduct PR outreach internationally as part

HIGHLIGHTS

of their scope, a referral from Discover The Palm Beaches connected the Council to an editor with Western Living Magazine (Canada), and Sharp began coordinating a FAM tour for her in November with the help of VISIT FLORIDA.

Knowing the Council’s plans to target Art Basel Miami audiences in December, in August Sharp ideated FAM trip itineraries and identified editors and freelancers who have historically covered the festival. Sharp also reached out to member organizations and researched events happening during Art Basel for potential FAM trip planning.

Additionally, Sharp provided information on upcoming arts and culture activities in The Palm Beaches to editors at U.S. News & World Report and The New York Times.

A joint nomination with Discover The Palm Beaches and their PR agency for The Palm Beaches in Bloom New York Media Event held in December 2023 earned the partners recognition from PRNEWS as a finalist for the Platinum Award for Best Event. Category winners will be announced in October.

PARTNER COLLABORATIONS

After many months of planning and collaborating with Discover The Palm Beaches and the other sister agencies, The Arts & Tourism Summit: Access for All was held at the Palm Beach County Convention Center on August 30-31. More than 400 people in the cultural and tourism sectors had registered for the voluntary professional development event focused on diversity, equity, inclusion, and accessibility. The two-day event featured multiple live performances from musicians and dancers, an artist marketplace (shown at right), and a small business marketplace A full report on the results of the Summit will be completed in September.

Despite news from Brightline in late August of another delay in its plans to open the Orlando station, a local collaboration with Discover The Palm Beaches to celebrate the new route remains in play. The Council will be also discussing potential collaborations or co-ops with Palm Beach International Airport in September.

ADVOCACY

On August 2, the Council organized a cultural tour of Boca Raton for the Palm Beach County Delegation. A group of 30+ elected officials and staff visited the

HIGHLIGHTS

Schmidt History Museum, Boca Museum of Art, Fogelman Sports Museum at FAU. While at the Boca Museum, they also heard a lunch presentation from the Boca Ballet Theatre, The Symphonia, and the new Center for Arts & Innovation. Elected officials who participated in the tour included Senators Polsky and Berman, and Representatives Gossett-Seidman and Silvers.

SECTOR SUPPORT

In August, members of the Council team attended exhibitions and special events at the Morikami Museum & Japanese Gardens and Mounts Botanical Garden, and visited John D. MacArthur Beach State Park and Palm Beach Zoo.

Item 4B - Page 4

September 2023

Sports Tourism Report

October 1, 2022 – August 15, 2023

The Palm Beach County Sports Commission is engineering a record setting year for sports tourism in The Palm Beaches. The FY 23 campaign of sporting events hosted by the Palm Beach County Sports Commission has brought some of the nation’s greatest sports travel products. The milestone year consisted of a diversified collection of events, which included a variety of amateur and professional sports serving a wide array of age groups. As of August 15, the Palm Beach County Sports Commission hosted 195 events generating room night production of 307,165.

Sports Commission Tourism Impacts: October 1, 2022 – August 15, 2023

• 307,165 tracked room nights.

• $75,507,300 in projected hotel revenue (using FY 22 ADR for April @ $245.82)

• $4,530,438 in projected bed tax revenues.

 The sports tourism impacts exclude several events that haven’t reported room nights in July and August

 Spectator room nights from MLB spring training are not included in the room night data as of this report.

 Winter Equestrian Festival room nights of 61,672, primarily from spectator growth, are not included.

Business Development on a national and international level with leaders representing major sports in The Palm Beaches.

Pan American Baseball Confederation (COPABE) Executive Committee Meeting in Doral

The Palm Beach County Sports Commission was one of four (4) destinations that was invited to attend the Pan American Baseball Confederation (COPABE) executive committee, which was held on August 29th at the Hyatt Place in Doral. The Pan American Baseball Federation is the governing body for baseball within the Americas and exists under the umbrella of the World Softball Confederation.

The Executive Committee of COPABE included discussions on potential sites for International Baseball Championships to be held in 2024 and 2025. These events include their Cadets, Youth, Junior and Senior Championships. The Palm Beach County Sports Commission was joined by the Treasure Coast Sports Commission, Greater Miami Convention & Visitors Bureau, and the Lee County Sports Development Agency. The Palm Beach County Sports Commission Executive Director, George Linley, presented to the Executive Committee of COPABE, opportunities and benefits of delivering championship events to The Palm Beaches. During the meeting, a translator was present, and each attendee received headphones, removing a langue barrier from those that spoke Spanish and those that spoke English.

George Linley had the opportunity to meet and discuss partnership opportunities with each of the executive committee members, which included COPABE President - Aracelis Léon (Venezuela), Secretary General - Jorge Cabrera (El Salvador), Treasurer – José Quiles (Puerto Ric), Vice President from CONCEBE (North and Central American confederation) - Guillermo Barillas (Guatemala), Member at Large - Ramón Crespo (Panama), Vice President from Caribbean confederation - Juan Nuñez (Dominican Republic), Member At Large - Juan Reynaldo Pérez (Cuba), Vice President from CONSUBE (South American confederation) - Norge Nuñez (Chile), and Member At Large - Alex Camacho (Bolivia), and Ex-Officio Member - Victor Isola, Executive to the President of the World Baseball Softball Confederation.

Discussions occurred regarding a bid for the Pan American Baseball Championships in addition to the youth, junior, and senior championships. Moreover, discussions were held with each COPABE Executive Committee Member about hosting their national team for a training camp in The Palm Beaches.

Pan American Baseball Confederation (COPABE) Executive Committee Meeting in Doral

International Tennis Federation & United States Tennis Association

Meetings during the US Open at the Billie Jean King Tennis Center in New York City

George Linley, Executive Director of the Palm Beach County Sports Commission, was invited by the United States Tennis Association (USTA) to visit the US Open, which is one of the four Grand Slam Tennis Events, which is owned by the International Tennis Federation. The US Open, held at the USTA Billie Jean King National Tennis Center in New York, is the second-oldest major sporting event in the USA, behind the Kentucky Derby, and the only Grand Slam tournament that has been played every year since its inception.

The invitation allowed the Palm Beach County Sports Commission to meet senior leadership for the USTA and the International Tennis Federation in the Presidents Suite. The International Tennis Federation (ITF) is the governing body of world tennis, wheelchair tennis, and beach tennis. The ITF has delivered major international events to the Palm Beach County Sports Commission, including the Billie Jean King Cup, Davis Cup, ITF Senior World Championships, ITF Beach Tennis World Qualifiers, and a variety of other ITF sanctioned tennis tournaments. The United States Tennis Association (USTA) is the national governing body for the sport of tennis and the recognized leader in promoting and developing the sport’s growth on every level in the U.S. The Palm Beach County Sports Commission has hosted a variety of USTA state championships and national championships, including clay court, hard court, and wheelchair tennis events.

Accepting the invite by the United States Tennis Association, allowed Palm Beach County Sports Commission executive director, George Linley, the opportunity to network with the global tennis community. Tennis is a focus sport for the Sports Commission, considering over 1,400 tennis courts and an 8,000-seat tennis stadium live in The Palm Beaches. A plethora of discussions and conversations regarding future business opportunities occurred, including meetings with ITF President, Dave Haggerty, USTA President, Dr. Brian Hainline, USTA Managing Director of Events, Megan Rose, ITF Communication Director, Heather Bowler, Association of Tennis Professionals (ATP) Event Director and Vice President of Players International Management Inc., Ivan Baron, and ITF Executive Director of Professional Tennis, Justine Albert.

The Palm Beach County Sports Commission intends to partner with the City of Delray Beach in pursuing a second consecutive bid for the Billie Jean King Cup. The Billie Jean King Cup, the premier international women's tennis team competition formerly known as the Fed Cup, was officially rebranded in honor of the legendary Billie Jean King in late 2020. Over 135 nations competed in 2023. The Billie Jean King Cup is broadcast on the Tennis Channel and internationally distributed to nearly 200 nations.

International Tennis Federation & United States Tennis Association

Meetings during the US Open at the Billie Jean King Tennis Center in New York City

NCAA Championship Site Selection Bid Symposium

Jared Fleet, Director of Event Operations of the Palm Beach County Sports Commission attended the NCAA Championship Site Selection Bid Symposium at the NCAA National Office in Indianapolis, IN. This is the third time the PBCSC has attended the symposium, where the NCAA shares details of the upcoming Championship Site Selection process. The bid cycle will cover 88 of the 90 NCAA Championships with pre-determined sites for the 2026-2027 and 2027-2028 academic years.

Participating in the bid symposium allows the Sports Commission staff to meet with NCAA Championship Managers, NCAA staff/leadership, and other destinations to share best practices. Workshops are also offered for sport/division specific information, hotel planning, and planning and creating championship budgets.

The Palm Beach County Sports Commission works with partners at Florida Atlantic University, Palm Beach Atlantic University, and Lynn University to submit bids, as all bids must be supported by a NCAA institution.

The Palm Beaches is currently on a historic run of hosting NCAA Championship events, including:

• 2019 Division II Women’s Golf National Championship

• 2020 Division III Men’s & Women’s Golf National Championships (canceled due to COVID19)

• 2021 Division II Men’s Golf National Championship

• 2022 Division I Men’s Golf Regional Championship

• 2023 Division I Women’s Golf Regional Championship

• 2025 Division II Men’s Golf National Championship

• 2026 Division II Women’s Golf National Championship

• Northstar Travel Group is the leading B-to-B information and marketing solutions company serving all segments of the travel industry including leisure/retail, corporate/business travel, meetings, sports and travel technology.

• Northstar is the owner of well-known brands including Travel Weekly, TravelAge West, Business Travel News, Successful Meetings, Meetings & Conventions, Travel Weekly China, Incentive, M&C Chine, and Web in Travel.

• Northstar is the leading provider of events and conferences, media and information products and services to suppliers and organizers for sports, associations and corporate meetings and events through its leading brands – SportsTravel Magazine and Association News Magazine, and its TEAMS Conference & Expo

TEAMS (TRAVEL, EVENTS AND MANAGEMENT IN SPORTS) is the world’s leading conference and expo for the sports-event industry.

• Launched in 1998, TEAMS attracts more than 1,000 attendees including CEOs, executive directors and event managers from sports organizations as well as representatives from sports commissions and convention bureaus, corporate sponsors, event suppliers and other hospitality industry opinion leaders.

• For more than 20 years, TEAMS has helped define the sports- event and appointment- based trade show industries.

The co-location of Olympic SportsLink helps assure the participation of event directors and chief executives from all 50 Summer and Winter Olympic sports governing bodies, 25 Paralympic sports and 39 multi-sport organizations. All told, these organizations represent nearly 90 million members and participants in the United States.

USA ARCHERY

USA BADMINTON

USA BASEBALL

USA BASKETBALL

U.S. BIATHLON

USA BOBSLED & SKELETON

USA BOWLING

USA BOXING

AMERICAN CANOE

USA CLIMBING

USA CURLING

USA CYCLING

USA DIVING

USA EQUESTRIAN

USA FENCING

USA FIELD HOCKEY

U.S. FIGURE SKATING

USA GOLF

USA GYMNASTICS

USA HOCKEY

USA JUDO

USA KARATE

USA LUGE

USA MODERN PENTATHLON

USA RACQUETBALL

USA ROLLER SPORTS

USA ROWING

USA RUGBY

USA SAILING

USA SHOOTING

USA SKATEBOARDING

U.S. SKI & SNOWBOARD

U.S. SOCCER

USA SOFTBALL

U.S. SPEEDSKATING

USA SQUASH

USA SURFING

USA SWIMMING

USA SYNCHRO

USA TABLE TENNIS

USA TAEKWONDO

USA TEAM HANDBALL

USA TENNIS

USA TRACK AND FIELD

USA TRIATHLON

USA VOLLEYBALL

USA WATER POLO

USA WATER SKI

USA WEIGHTLIFTING

USA WRESTLING

ALPINE SKIING

ARCHERY

BOCCIA

WHEELCHAIR CURLING

PARACANOE

CYCLING

EQUESTRIAN

GOALBALL

JUDO

NORDIC SKIING

PARATRIATHLON

POWERLIFTING

ROWING

SHOOTING

SITTING VOLLEYBALL

SLED HOCKEY

SNOWBOARDING

SOCCER 7-A-SIDE

SWIMMING

TABLE TENNIS

TRACK & FIELD

WHEELCHAIR BASKETBALL

WHEELCHAIR FENCING

WHEELCHAIR RUGBY

WHEELCHAIR TENNIS

COMMUNITY-BASED ORGANIZATIONS:

AMATEUR ATHLETIC UNION

AMERICAN LEGION YOUTH ACTIVITIES

BOYS & GIRLS CLUBS OF AMERICA

BOY SCOUTS OF AMERICA

CATHOLIC YOUTH ORGANIZATION

JEWISH COMMUNITY CENTERS ASSOCIATION

MACCABI USA

NATIONAL ASSOCIATION OF POLICE ATHLETIC LEAGUES

NATIONAL CONGRESS OF STATE GAMES

NATIONAL RECREATION AND PARKS ASSOCIATION

NATIONAL SENIOR GAMES ASSOCIATION

NATIVE AMERICAN SPORTS COUNCIL

SHAPE AMERICA-SOCIETY OF HEALTH AND PHYSICAL EDUCATORS

SPECIAL OLYMPICS, INC.

U.S. OLYMPIANS & PARALYMPIANS ASSOCIATION

YMCA OF THE USA

YWCA OF THE USA

EDUCATION-BASED ORGANIZATIONS:

NATIONAL ASSOCIATION OF INTERCOLLEGIATE ATHLETICS

NATIONAL COLLEGIATE ATHLETIC ASSOCIATION

NATIONAL FEDERATION OF STATE HIGH SCHOOLS ASSOCIATION

NATIONAL JUNIOR COLLEGE ATHLETIC ASSOCIATION

ARMED FORCES ORGANIZATIONS:

U.S. AIR FORCE

U.S. ARMY

U.S. COAST GUARD

U.S. MARINE CORPS

U.S. NAVY

RECOGNIZED SPORT ORGANIZATIONS:

UNDERWATER SOCIETY OF AMERICA

USA DANCE

USA FOOTBALL

USA ULTIMATE

U.S. ORIENTEERING FEDERATION

U.S. POLO ASSOCIATION

DISABLED SPORT ORGANIZATIONS:

ADAPTIVE SPORTS USA

BLAZESPORTS AMERICA

DISABLED SPORTS USA

DWARF ATHLETIC ASSOCIATION OF AMERICA

U.S. ASSOCIATION OF BLIND ATHLETES

USA DEAF SPORTS FEDERATION

OLYMPIC NATIONAL GOVERNING BODIES (NGBS)

U.S. PARALYMPICS USOC MULTI-SPORT ORGANIZATION COUNCIL

REACHING SPORTS BUSINESS DECISION-MAKERS

Readership

23% 21% 18% sports-event promoters/managers/marketing firms sports governing bodies/organizations/associations collegiate athletic departments/professional teams other sports-industry professionals

38%

The sports-related travel market generates more than 90 million room nights each year!

TEAMS 2023 WILL BRING THE LARGEST ATTENDANCE IN THE EVENTS 25-YEAR HISTORY

• Over 750 attendees including CEO’s, ED’s and Event Managers from sports organizations, sports commissions, event suppliers and other hospitality industry leaders

• Over 500 Sports Events Rights Holders and National Governing Body representatives in our backyard for one week

• Nearly 4,800+ projected room nights and $8 million in total economic impact

TEAMS brings together sports event rights holders, meeting planners, destinations and suppliers in a dynamic direct-selling appointment-based trade show

Coupled with a compelling conference component and creative social and networking opportunities, the event is recognized for the consistent results it achieves for the host city, attendees and exhibitors

TEAMS CONFERENCE & EXPO PREVIOUS HOSTS

2023 TEAMS CONFERENCE & EXPO LOCATIONS

 Palm Beach County Convention Center – TEAMS 2023 Headquarters / Marketplace (October 2-5)

 PGA National Palmer Course - TEAMS Invitational Golf Tournament (October 2)

 National Polo Center – TEAMS Experience Polo (October 2)

 National Croquet Center – TEAMS 2023 Opening Celebration (October 3)

 The Breakers Palm Beach – TEAMS Partner Dinner (October 4)

 E.R. Bradley’s Salon – TEAMS 2023 Closing Party

Kids Fitness Festival of The Palm Beaches,

Presented by Baptist Heath

South Florida Fairgrounds, July 12, 2023

The Kids Fitness Festival of The Palm Beaches, Presented by Baptist Health, took place on Wednesday, July 12th, at the South Florida Fairgrounds. Celebrating its 20th year, the Kids Fitness Festival of The Palm Beaches encourages our county’s children to participate in sports while embracing fitness and healthy lifestyles. The Kids Fitness Festival strives to promote the positive aspects of sports participation, including the development of sound principles, which can be utilized throughout a lifetime.

Elementary and middle school children, ages 5 to 12, attended and participated in interactive clinics to learn the fundamentals for a variety of sports. Over 1,600 children attended and participated in 20 different sports. The interactive sports clinics were produced by local and national sports organizations. After playing the many sports presented, the participating children received information to take home, which provided instructions on how they can pursue the different sports that were featured at the Kids Fitness Festival.

The 2023 Kids Fitness Festival marked the event’s return to the South Florida Fairgrounds for the first time since 2019. The South Florida Fairgrounds hosted the inaugural Kids Fitness Festival of The Palm Beaches, during the summer of 2003.

Events & Operations

Event Support

RoofClaim.com Boca Raton Bowl

 Reach out to Palm Beach County golf courses to secure venue for Golf Outing

 Discuss transportation bus needs with transportation vendors

 Secure locations for luncheon and beach party with game date confirmed

Miracle League All-Star Weekend

 Coordinate off-site events for Friday Opening Ceremony and Saturday Awards Gala

 Meet with transportation provider to confirm transportation needs

 Coordinate fundraiser through Perfect Game WWBA World Championships

Nashville Soccer Club Winter Training Camp

 Meet with Nashville Soccer Club about relocating Winter Training Camp to Palm Beach County

 Send out RFP to potential hotels about necessary hotel rooms and meeting space

 Meet with partner hotels during site visit to determine options

 Meet with The Gardens North County District Park about field availability and use

Finalizing Contract Obligations

• Columbus Day Discovery Showdown

• World Comes to the Palm Beaches

• Perfect Game WWBA World Championship

• USTA Columbus Day Open

• TimberTech Championship

• ClubCorp Champions Classic

• Men’s Senior Baseball League

• 3v3 Live National Championship

• Holiday Basketball Classic of the Palm Beaches

• Hardball 360 Fall Classic

• FYSA Palm Beach Gardens Classic

• Monster Mash Lax Clash

• USTA Men’s 50 Clay Court Championship

• USTA National Men’s 70,85,90 Clay Court Championship

• Delray Beach Pickleball Classic

• Okeeheelee Halloween Slam

• “Little Mo” Internationals

• EDP Soccer Playoffs

• NextStar Lacrosse

• The Junior Honda Classic

• CPI Horse Show

• American Youth Soccer Organization

• Eye of the Hurricane

• Wellington Soccer Shootout

• Winter Equestrian Festival

• Development Player League Winter Showcase

• APP Boca International Masters

• The Honda Classic

• Delray Beach Open

• Savanah Bananas World Tour

• Palm Beach Challenge College & International Baseball Festival

• ITF W25 Circuit

• Palm Beach Gardens Soccer Spring Classic

• Delray Beach Pickleball Open

• Wellington March Madness

• Palm Beaches Spartan Sprint Weekend

• Spartan Race Elite Series

• RUSH Spring Showcase

• Play at the Plate – Palm Beach Classic

• Hardball 360 Spring Training

• Delray Beach International Tennis Federation (ITF) Championships

• “Little Mo” East Regionals

• Extreme Kayak Fishing Tournament Exotic Bass Roundup

• NCAA Division I Women’s Golf Regional Championship

• Delray Beach Pickleball Open

• iDo Beach Tennis BT 10x

• Florida Shine Classic

• Prospect Wire Southeast Championship

• Florida State Golf Association 106th Amateur Championship

• Prospect Select Palm Beach Classic & Classic Futures

• Junior Tour Powered by Under Armour Summer National Championship

• Perfect Game Summer Series

• USTA Boy’s 18’s & 16’s National Clay Court Championship

• Cal Ripken 9U-11U State Tournament

• Prospect Select Palm Beach Open

• GOOODE Water Ski National Championship

• MNO Tennis Series

• NBA Josh Howard King of The City Basketball Tournament & Festival

• Mud Girl Run

• Sailfish Marina Big Dog Fat Cat Shootout

• US Soccer Boys U15 Team Training

• Prospect Select World Invite

• Prospect Wire Florida Fall Classic

• Perfect Game Youth Fall Invitational

• Perfect Game WWBA Championship

• World Pickleball Open

• World Pickleball Classic

• Palm Beaches Spartan Weekend

• Under Armour Junior Golf National Championship

• USA Track and Field Masters 5K

1. Category G Grants

Event Servicing Grants

a. I Do Beach Tennis ITF Open Singer Island (November 6-11, 2023) – Riviera Beach Municipal Beach Park - $25,000 Cat. G NEW

b. 5v5 Soccer Tour National Championship (November 17-19, 2023) The Gardens North County District Park - $20,000 Cat. G NEW

c. Battle Youth National Championship (December 4-10, 2023) – Village Park - $100,000 Cat. G; Up to $50,000 FSF Restricted Funds

d. Winter Equestrian Festival (January 3 - March 31, 2024) – Wellington International - $125,000 Cat. G; $10,000 FSF Restricted Funds

e. Florida Rush Hockey (January 12-15, 2024) - Palm Beach Ice Works & Palm Beach Skate Zone –$25,000 Cat. G; $5,000 FSF Restricted Funds

f. Boca Raton International Masters (January 17-21, 2024) - Patch Reef Tennis Center - $25,000 Cat. G

g. Florida Exposure Cup (February 1-4, 2024) Palm Beach Ice Works & Palm Beach Skate Zone - $15,000 Cat. G NEW

h. Delray Beach Open (February 9-18, 2024) - Delray Beach Tennis Center - $35,000 Cat. G

i. Palm Beach Challenge College & International Baseball Festival (March 1-31 ,2024) Santaluces Athletic Complex – $20,000 Cat. G

j. Delray Beach Pickleball Open (March 20-24, 2024) Delray Beach Tennis Center - $20,000 Cat. G

Sports-Development

Sports Development Executive Summary

In FY 23, the Palm Beach County Sports Commission (PBCSC) is deploying an aggressive sales and sports development effort to increase the number of sports tourisms generating events taking place in The Palm Beaches. The PBCSC continues to cultivate relationships with event owners, as well as identify, solicit, secure, and retain sports events to grow room night actualization. Below is a recap of sports development efforts that have taken place during FY23.

Event Bids & Development

A primary mechanism for event solicitation is through the Event Bid and Development process. To recognize potential bid opportunities, the PBCSC will be at the forefront of the industry and engage with event owners.

Bid submission is a highly effective tool to recruit sporting events. Attached is a comprehensive list of the bids that have been submitted in FY 23, and below is a breakdown of the development efforts over the past month:

• Weekend Hockey – President’s Day Weekend

o February 16 - 19, 2024

o 950 projected participants

o 1100 projected room nights

o Palm Beach Skate Zone, Palm Beach Ice Works

• Weekend Hockey – Veterans Day on the Beach

o November 10 – 12, 2023

o 940 projected participants

o 1100 projected room nights

o Palm Beach Skate Zone

• Varsity Spirit – WPB Nationals

o February 10 - 11, 2024

o 2000 projected participants

o 500 projected room nights

o South Florida Fairgrounds

• I Do Beach Tennis ITF BT200 Open Singer Island

o November 6 – 11, 2023

o 750 projected participants

o 2,200 projected room nights

o Singer Island Waterfront Area

• EDP Soccer Winter Tournament

o January 27 – 28, 2024

o 450 projected participants

o 250 projected room nights

Event Site Visits

When trying to bring events to Palm Beach County, engaging event rights holders to conduct a site visit or familiarization tour is one of the most beneficial event development strategies. Site visits allow for an event owner to explore potential sports venues while experiencing Palm Beach County’s tourism assets, such as hotels, restaurants, and attractions. Attached is a comprehensive list of the site visits that have been conducted in FY 23, and below is a breakdown of site visits conducted over the past month:

• Nashville Soccer Club, Nashville Soccer Club Team Training, The Gardens North County District Park

• Exclusive Sports Marketing, Dig The Beach Volleyball Series, Riviera Beach Front Area

• Face It Athletics Marketing & Media Group, NBA Josh Howard King of The City Basketball Tournament & Festival, Pompey Park

The Palm Beach County Sports Commission in partnership with Northstar Meetings Group will be hosting the TEAMS Conference and Expo this October 2-5, 2023 at the Palm Beach County Convention Center. This TEAMS Conference is the world’s leading conference and expo for the sports-event industry. TEAMS attracts more than 1,000 attendees including CEOs, executive directors, and event managers from sports organizations as well as representatives from sports commissions and convention bureaus, corporate sponsors, event suppliers and other hospitality industry opinion leaders. Attendees will have the opportunity to schedule up to 40 appointments with governing body representatives and event rights holders. The pre-scheduled one-on-one sessions in your booth will allow quality face time, facilitate real business and generate ROI. The Palm Beach County Sports Commission won the bid to host TEAMS Conference in 2018.

Palm Beach County Sports Commission Site Visits - FY23

Palm Beach County Sports Commission Site Visits - FY23

Palm Beach County Sports Commission Site Visits - FY23

Palm Beach County Sports Commission Site Visits - FY23

Communications-Digital Marketing

Marketing & Promotions

o The Palm Beach County Sports Commission’s monthly e-newsletter:

• The Palm Beaches Set to Host Perfect Game Championships, Showcasing Top Baseball Talent

• The Palm Beaches Hosted the 12th Annual USTA Summer Smash Open

• Groza Award Celebration Returns December 4

Social Media & Digital Advertising

Social Media:

• Creating and publishing content across all Palm Beach County Sports Commission social media accounts which currently includes Facebook, Twitter, Instagram, LinkedIn, YouTube, and Threads

• Managing HubSpot marketing software to schedule posts and track engagement across all platforms

Top performing social media posts:

• Lou Groza Award preseason watch list announced.

• The Palm Beach County Sports Commission representing at the NCAA Host Symposium

• Palm Beach County Sports Commission supports the Arts & Tourism Summit

THE PALM BEACHES SHINE AS UNSCRIPTED TV DESTINATION IN THIS ISSUE

THE CW VISITS MORIKAMI

NAT GEO’S LOST GOLD IN PBC

CARNIVAL EATS AT THE FAIR

GARY DAVIS AT ULTRACON

FILM FLASHBACK: PARKER

PINK IN THE PALM BEACHES

29TH ANNUAL SSOF

Palm Beach County is full of interesting people with stories to tell. As a result, The Palm Beaches has become a go-to for unscripted TV magic! Shows like Bravo’s Real Housewives of Miami and Food Network’s Diners, Drive-Ins and Dives, along with TLC’s Crack Addicts and 90 Day: The Last Resort, have all recently shot scenes across multiple locations in the County. Meanwhile, Netflix's immersive docuseries Full Swing follows a group of professional golfers, including Jupiter residents Brooks Koepka and Justin Thomas. The international stage has also embraced The Palm Beaches, with projects like Canal Sur's Andalucía por el Mundo (Spain), and the UK's true-crime docudrama Mommy Dearest – The Donna Horwitz Story. Last month, Paramount+’s Canadian and UK platforms launched the new series Hot Yachts Miami, which follows South Florida yacht brokers and filmed scenes in The Palm Beaches.

Television projects in 2022 generated more than $118M in production revenues, accounting for nearly half of last year’s record-breaking $238.7M. Despite challenges posed by recent writers and actors’ strikes, production of unscripted television in The Palm Beaches holds a bright ray of optimism and opportunity as unscripted programming is once again in demand.

Show your support for the film industry and help spread the word about Florida’s entertainment production association. Click the link to send an email with your address and receive your free stickers.

LOCAL INDIE FILM MAKING WAVES

Independent films are booming in The Palm Beaches! The County has been host to several indie films this summer, with most choosing to film at pristine coastal locations. A testament to this fact is Goldi Films’ locally produced, independent feature Baby, a captivating emotional rollercoaster of the direct and indirect effects of addiction, homelessness and trauma.

The coming-of-age narrative takes us on a journey of learning to let go and move forward despite obstacles and is told through the eyes of its protagonist, as she navigates from homelessness to the radiant shores of transformation. The film shines a spotlight on often-overlooked subjects like mental health and substance abuse and sparks dialogues that are crucial and compelling. The films director, Lexi Abrahamoff takes us on an unforgettable journey, with the story serving as a reminder of the potential of independent film to inspire action and have positive outcomes.

ARTS & TOURISM SUMMIT WRAP UP

Last month, the County’s tourism agencies, in partnership with the Tourist Development Council, hosted the Arts & Tourism Summit: Access for All. The two-day event focused on diversity, equity, inclusion, and accessibility. The summit was free to attend and featured engaging breakout sessions, keynote speakers, cultural performances, and the announcement of The Palm Beaches Pledge. This pledge serves as a reminder that The Palm Beaches welcomes people from any background, education level, physical capability or sexual orientation to visit the County.

The Palm Beach County Film & Television Commission organized and produced a video to introduce the pledge, highlighting one uniform message: “The Palm Beaches Welcomes Everyone!” The FTC is committed to creating diverse content for programs airing on The Palm Beaches TV.

INSIDE SOUTH FL FEATURES MORIKAMI

Morikami Museum and Japanese Gardens’ Curator of Education, Wendy Lo, recently shared how the museum and gardens brings Japanese culture to South Florida with Jason Carter of Inside South Florida. Wendy Lo shares the story of how the 200 acre property owned by one of the original colonists, George Sukji Morikami was donated to Palm Beach County in 1973, later becoming the Morikami Museum and Japanese Gardens Watch a clip of the WSFL show here

Morikami encapsulates Japanese culture and history by educating visitors through its various forms of art, indoors and outdoors. Guests are welcomed into the authentic Japanese teahouse, named Yamato-kan, and are introduced to the gardens by sounds of nature and a world-class Bonsai collection displayed throughout the property. With options to film indoors and outdoors, Morikami is the perfect place to showcase Japanese culture in your next production.

BBC FINDS LOST GOLD IN PBC

The BBC recently filmed part of a historical documentary called Lost Gold in PBC. The documentary follows the story of a treasure hunter who shocked the world in 1989 when he recovered 3 tons of gold and historically priceless artifacts that were lost in a shipwreck. Teaming up with none other than National Geographic, the creators of "Lost Gold" are embarking on a voyage that promises to captivate audiences across the globe. The documentary takes viewers on a virtual treasure hunt, sifting through a treasure trove of archival material encompassing over 600 hours of footage. This meticulously curated collection includes a variety of historical gems slides, prints, photographs, and newspaper clippings many of which have been shielded from public eyes until now. While this story is unknown to many, Lost Gold promises to shed light on expedition and the treasure hunter's undying determination.

THE PERFECT PLACE FOR CULINARY

This year, Mary Kay Cosmetics is celebrating 60 years of business with a video series highlighting individual stories from Mary Kay representatives around the world. The series featured a stop in Palm Beach County to tell the story of a family of representatives three generations deep who all found success with the iconic global cosmetic brand. Founded in Dallas, Texas in 1963, Mary Kay quickly became a household name as it created opportunities for many women with entrepreneurial goals in mind. Through their successful business model and company culture, Mary Kay has changed the lives of many for the better. With this incredible milestone on the horizon, it's not just about reflecting on the past, but about looking forward to a future filled with even more empowerment and positive change. The FTC congratulates Mary Kay cosmetics on their remarkable 60-year journey. Here’s to 60 more!

With an abundance of local fivestar restaurants, there are plenty to choose from on your next visit to The Palm Beaches. Last month, Discover The Palm Beaches, collaborated with the James Beard Foundation to bring A Taste of The Palm Beaches, an upscale five-day culinary competition.

This event featured restaurants and chefs from Palm Beach in New York City to showcase the amazing eateries PBC has to offer. Chef Lindsay Autry was one of five award-winning local chefs to present her dishes from The Regional Kitchen & Public House. Chef Autry was previously featured in The Perfect Place Mini Series: World Class Culinary that airs on The Palm Beaches TV. Watch the miniseries here

Whether you’re booking a jet ski at the West Palm Beach waterfront, attending events at the Palm Beach County Convention Center, browsing the Palm Beach County employee portal, surfing the Free TV or watching PBC’s Channel 20 or The PBC School District's Education Network, you can watch Palm Beaches TV! The County’s official tourism channel is up and running in more places than ever including: nearly 4500 hotel rooms, the Cultural Council for Palm Beach County offices, the Tourist Development Council’s webpage and PBI airport. You’ll find fantastic programs like On the Town in The Palm Beaches with Frank Licari, Passport to The Palm Beaches, and What’s Poppin’ PBC? So be on the lookout for PBTV when you’re out and about and remember: you can watch PBTV anytime online at thepalmbeaches.tv or on your ROKU device.

MARY KAY TURNS 60

MORE PLACES TO WATCH THE PALM BEACHES TV

CARNIVAL EATS AT SOUTH FLORIDA FAIR

The Cooking Channel recently aired an episode of Carnival Eats after making a stop at the South Florida Fair earlier this year. The annual event brings joy and excitement to visitors and also serves as a testament to the hardworking food vendors who infuse every bite with irresistible flavors and mouthwatering creations. Carnival Eats, true to its ethos, extended a welldeserved platform to those vendors, giving voice to the unsung heroes who make fairs and carnivals a delectable reality. For some vendors, the exposure garnered from their appearance on the show has been a steppingstone toward unprecedented success. The reach of Carnival Eats turned the spotlight into a launchpad, propelling some to convert their humble self-run operations into burgeoning empires. Be sure to check out all the treats on the South Florida Fair episode of Carnival Eats, airing on the Cooking Channel.

SCI-FI ULTRACON COMIC GIVEAWAY

Sci-Fi writer and filmmaker GaryDavis

AKA “The King of Z Movies” was at this year’s Ultracon bringing fans an exclusive 2053 Ultracon special edition comic book! Ultracon took place at the South Florida Fairgrounds this year, where 3000 lucky attendees received a copy of 2053 Ultracon. The comic isn't just a standalone; it's part of Davis' expansive 2050's Sci-Fi universe comprised of nine comic books, ten movies, two tv series, an animation series, and mesmerizing musical soundtracks.

Across the pond, the animation theme song remix produced by Juno Records, soared as a best-selling vinyl in the UK. Tesehki, known for her role in "Baddies East" on Zeus Network, lends her voice to the animation and soundtrack. If you missed him at Ultracon be sure to keep up with all of Gary’s latest work on his Facebook page or on Instagram.

FOCUS ON FILM

REMBERING BURT REYNOLDS

September 6 marks the five-year anniversary of the passing of legendary actor, Burt Reynolds. Since his first television debut in 1962, he rose to prominence in the film and television industry as an actor, producer, director and a stuntman. Spending most of his life in The Palm Beaches, Reynolds was well-known for giving his talent back to his beloved community as a teacher and mentor, always encouraging up-and-coming professionals in the industry. In addition to founding the Burt Reynolds Dinner Theater (now the Maltz Jupiter Theatre), Burt Reynolds was also an avid supporter of The Palm Beaches Student Showcase of Films (SSOF). For over 25 years, the SSOF has awarded Palm Beach County high school seniors with a scholarship bearing his name to provide financial assistance for college. We are honored to have had his guidance for many years and the FTC will continue to honor his legacy and mark on entertainment in The Palm Beaches.

20 SEASONS OF THEATRE AT MALTZ

Excitement is in the air as the Maltz Jupiter Theatre announces its 20th Anniversary Season! Originally founded as the Burt Reynolds Dinner Theatre. The venue has sold a record-breaking 6800 subscriptions already, with a lineup that includes Murder on the Orient Express, A Christmas Carol, Beautiful – The Carole King Musical, Plaza Suite and 42nd Street. “There's never been a better time to experience Broadway-caliber magic at the Maltz Jupiter Theatre!" says Andrew Kato, Producing Artistic Director.

The venue is also home to The Palm Beaches Student Showcase of Films, the largest statewide film competition and award show for Florida student filmmakers, presenting more than $20,000 in scholarships and awards, including the $5,000 Burt Reynolds scholarship. Get tickets online or call (561) 575-2223 to reserve your seat.

NEW FOX 29 SHOW FEATURES THE PALM BEACHES TV PROGRAMS

South Florida Daily, a new daily show airing on WFLX- FOX 29, will feature curated content from The Palm Beaches TV (PBTV)! South Florida Daily, a high-energy, “good news”- type show airs Monday through Friday from noon to 12:30 pm. Their focus is on the exciting people, places, and events found in The Palm Beaches and throughout South Florida. Naturally, partnering with PBTV was a perfect match!! Film Commissioner Michelle Hillery believes this a great step forward for the County’s official tourism TV channel, expressing that “the Film and Television Commission is thrilled to unveil a dynamic collaboration that promises to showcase The Palm Beaches TV Channel like never before. By teaming up with WFLX FOX 29 and South Florida Daily, the FTC will generate incredible exposure for PBTV and highlight the talented local production companies that produce these shows.”

FILM FLASHBACK: PARKER

Parker gave viewers a glimpse back in time when it aired on SyFy during the first and last weeks of August. The film had a half-million dollar budget and featured Worth Avenue and the Brazilian Docks. The action thriller starred Jennifer Lopez and Jason Statham in a story about a thief who is betrayed by his crime gang and forms an unlikely alliance with a real estate agent working on the inside of the crew’s latest heist. Director Taylor Hackford said Parker “believes there must be order in what-ever profession. If that order is broken or he’s crossed, he will go to the ends of the earth to make it right and get even.” Parker also premiered on Netflix in the United States in March 2021, and was briefly the #1 film on the streaming service. Find future airings of Parker on SyFy

LOCATION SPOTLIGHT PINK IN THE PALM BEACHES

Pink seems to be the rage right now but its nothing new in The Palm Beaches, so for those who need a bit more pink as a backdrop for a commercial or a photoshoot, we have a few film friendly places to choose from that bring the pink in a big way.

The shopping, dining and entertainment district Mizner Park, also known as the “Pink Plaza” in Boca Raton is pink from top to bottom. From the Boca Raton Museum of Art to Mizner Plaza there is plenty of pink to capture.

If you want something over the top, you’ll want to check out Sloan’s Ice Cream with shops in Delray, West Palm Beach and Palm Beach Gardens. All are unique, and all feature pink as the dominant color. From the floor to the ceiling, the textures and colors are bright and bold.

Perhaps the most grand of the pink places is an office building built in 1985. Phillips Point with panoramic views sitting at the base of the Royal Park Bridge on FlaglerDrive and fronting the award-winning waterfront promenade of WPB, the property is a favorite of photographers at magic hour with its reflective rose glass. And this iconic pink property is surrounded by public sidewalks. Find more film friendly locations in the FTC’s searchable online locations database

EDUCATION CORNER

After a record-breaking competition in 2023, Florida’s largest free student film competition and awards show returns for another groundbreaking year! In October, the Call for Entries for the Palm Beaches Student Showcase of Films opens to filmmakers, graphic designers and digital media artists who are currently enrolled in a Florida high school or college.

The juried competition will award more than $24,000 in scholarships and awards at the live show at Maltz Jupiter Theatre on April 26th in the following categories: Documentary, Music Video, College & High School Feature/Shorts, Animation, Commercial PSA, Environmental PSA, the NEW Palm Beach County Tourism PSA, Screenwriting and Poster Design. High School Seniors in PBC can compete for the competition’s highest honor, the Burt Reynolds Scholarship Award, with additional awards in the name of Sara Fuller, Mel Maron and new this year, the Gray family scholarship

This year, a new award category will reward one of the educators for assisting the growth of many of our talented students. Get ready for another memorable season where we will unveil the best of Florida’s new generation of filmmakers and artists. Visit for more information.

BOARD OF COUNTY COMMISSIONERS

Mayor Gregg K. Weiss | Vice Mayor Maria Sachs

Commissioners Maria G. Marino | Michael Barnett | Mack Bernard | Sarah Baxter | Marci Woodward County Administrator Verdenia Baker

Contributors: Vanessa Cadet, Angie Crocitto, Penelope Douglas, Alberto Jordat, Kelly King, Matthew Mazzamaro, Brandon Perry

THE 29TH ANNUAL SSOF OPENS OCTOBER

Production Activity Report

For July 2023

Variance Explanations

Percentage change variances of ± 10% in performance statistics are explained in this section.

1. Production Days: As previously reported, the 12% YTD decline in Production Days is due to consolidated schedules from both local and visiting production companies, driven by rising production costs and the lingering "Florida fatigue" phenomenon, a post-COVID era where some attention has been taken away from the Sunshine state as other states have fully reopened Still, we’re tracking a 3% year-over-year increase in Total Production Revenues, which keeps us on track for potential back-to-back record-breaking years.

2. Total Leads: As previously reported, the 30% decline in Total Leads stems from the widespread adoption of available technology within the industry. The utilization of digital location databases along with resources like Google Earth, has empowered production professionals with easy options for exploring filming sites virtually The FTC anticipates seeing less Leads from the State as its L.A. office, represented by liaison Susan Sims, will officially close September 30, 2023

3. Lead Responses: A 30% decline in Lead Responses goes hand-in-hand with the decrease in Total Leads.

4. Website Unique Visitors: The 105% YTD increase in Website Unique Visitors is attributed to a heightened focus on publishing content that drives users to the FTC website. Over the course of this fiscal year, surges in website traffic were driven by social media posts, tune-in announcements related to The Palm Beaches TV and its programming, and the annual Student Showcase of Films initiative. In addition, the increase in website traffic is attributed to Google Ad campaigns The FTC anticipates a continued variance of over 10% in this category throughout the year, reflecting the ongoing interest and engagement from visitors to our website.

July 2023 Permits & Shot No Permits

St, West Palm Beach FL 33401, 3251 N. Federal Highway, Boca Raton, FL 33431,7920 Glades Rd, Boca Raton, FL 33434 LOST

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1 5 1 25 2 0

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1 5 1 25 2 0

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1 5 1 25 2 0

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1 5 1 25 2 0

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

Dunes Park, 1605 S. Ocean Boulevard, Delray Beach, FL 33483

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

AKA WPB, The Ben and/or Four Season Palm Beach

Four Season Palm Beach

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

The locations listed below to be used between the hours of 9:00AM - 1:00PM

1. Chapel Lane, south of County Line Rd. to the cul-de-sac, Tequesta, FL 33469 (Filming Location)

2. Tequesta Park, 2280 County Line Road, Tequesta, FL 33469 (Parking Location)

3. CR-707/S. Beach Rd., Tequesta, FL (Filming Location)

4. Lighthouse Park, 500 Captain Armours Way, Jupiter, FL 33469 (Parking Location)

5. Palm Beach Gardens Tennis Center, 5110 117th Ct N, Palm Beach Gardens, FL 33418 (Filming & Parking Location)

The locations listed below to be used between the hours of 1:00PM - 9:00PM

6. Ocean Inlet Park, 6990 N Ocean Blvd, Boynton Beach, FL 33435 (Parking & Catering Location) ANF S1

AKA WPB, The Ben and/or Four Season Palm Beach

AKA WPB, The Ben and/or Four Season Palm Beach

July 2023 Production Companies & Support Services

Palm Beach Convention Center

FINANCIAL OPERATIONS ANALYSIS REPORT-BUDGET COMPARISON

Palm Beach Convention Center

FINANCIAL OPERATIONS ANALYSIS REPORT-PRIOR YEAR COMPARISON

For the Eight Months Ending July 2023

TDC Marketing Report – September 2023

Social Media

Social Media Followers

Facebook – 8,829 (July) to 8,840 (August)

Instagram - 2,976 (July) to 3,001 (August)

LinkedIn - 648 (July) to 701 (August)

Instagram Monthly Total Interactions – 390 (July) to 260 (August)

Impressions - 7,350 (July) to 7,497 (August)

Reach – 1,211 (July) to 1,041 (August)

Generate Profile Visits – 460 (July) to 278 (August)

Facebook Monthly Total People Reached – 1,505 (July) to 2,090 (August)

Post Engagements –13,271 (July) to 8,090 (August)

Page Likes – 15 (July) to 13 (August)

LinkedIn Profile Views -112 (July) to 124 (August)

Engagements - 315 (July) to 152 (August)

Impressions – 10,715 (July) to 6,423 (August)

Connections - 492 (July) to 499 (August)

Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com] 8/4/2023 10:25:41 AM

Gymnastics Creveling and tumbling World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers. But in 2024 summer Olympic games borderstate latest University considered packing their bags and leaving their current Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com] 8/4/2023 10:47:52 AM

International didn't Essex trampoline and tumbling World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the olympic qualifiers by 2024 summer Olympic games border-state latest University considering packing their bags and leaving their Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com] 8/4/2023 11:25:07 AM

Federation of International gymnastics Creveling and tumbling a World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers by 2024 summer Olympic games border-state latest University considered ING packing their bags and leaving their current Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com]

8/4/2023 11:47:37 AM

Federation of International gymnastics trampoline and tumbling World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers for the 2024 summer Olympic games border-state latest University considering packing their Bags and leaving their current athletic conference

Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com]

8/4/2023 12:21:44 PM

Federation of International gymnastics trampoline and tumbling World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers for the 2024 summer Olympic games border-state latest University considering packing their bags and leaving their current Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com]

8/4/2023 12:43:17 PM

of International gymnastics trampoline and tumbling a World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers for the 2024 summer Olympic games border-state latest University considering packing their bags and leaving their current Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com]

PM

gymnastics trampoline and tumbling a World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers. But in 2024 summer Olympic games border state. The latest University considered ING packing their bags and leaving their current Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com]

PM

Federation of International gymnastics trampoline and tumbling World Cup continuing today at the Palm Beach County convention center. The figure World Cup also serves as one of the Olympic qualifiers. But in 2024 summer Olympic games border-state latest University considered packing their bags and leaving their current Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com]

PM

Gymnastics, trampoline and tumbling World Cup continuing today at the Palm Beach county Convention Center, the FIG World Cup also serves as one of the first Olympic qualifiers for the 2024 Summer Olympic Games for the State, the latest university considering packing their bags and Palm Beach County Convention on 850 WFTL - West Palm Beach, FL[mms.tveyes.com] 8/4/2023 2:44:12 PM

Federation of International Gymnastics, trampoline and tumbling World Cup continuing today at the Palm Beach County Convention Center, the FIG World Cup also serves as one of the first Olympic qualifiers for the 2024 Summer Olympic Games for to stay in the latest university considering packing their bags to leave

Palm Beach County Convention on WPTV (NBC) - West Palm Beach, FL[mms.tveyes.com] NewsChannel 5 at 4 PM 8/4/2023 4:55:36 PM

Play [mms.tveyes.com]

The face and that should be a good week well the worldcom is taking place today and tomorrow, the palm beach county convention center. The event is free and open to the public. A lot of fun there. Well, it's a race to of course remove him basis takes yeah this doesn't look like fun. for now, 10 day hi

Play [mms.tveyes.com]

Palm Beach Convention on WPTV (NBC) - West Palm Beach, FL [mms.tveyes.com] NewsChannel 5 at 5 8/4/2023 5:18:17 PM

High they jump in how many tools is amazing. You’ve got to come out here for now. We are live at the palm beach convention center Kate lentil now were nice and cool in here. But i know there are storms in humidity out there anybody got lots going on. Kate lots of heat lots of storms around hopefully they'll let you get on the

Palm Beach County Convention on WPTV (NBC) - West Palm Beach, FL[mms.tveyes.com] NewsChannel 5 at 5:30 8/4/2023 5:37:18 PM

why retailers are getting an early jump on spooky season I’m Kate went to the palm beach county convention center where the tnt world cup 23 theories on this weekend they just finished up competing rounds look at all those flags those represent more than 30 countries that will be represented here in palm beach. coming up, we're

Palm Beach County Convention on WPTV (NBC) - West Palm Beach, FL[mms.tveyes.com] NewsChannel 5 at 5:30 8/4/2023 5:45:30 PM

best trampoline and tumblers in the world. Solar meteorologist kate when seoul is live at the palm beach county convention center where this year's world cup is being held, kate. Lucky for us, we have some amazing athletes representing team usa. we're going to talk to one in just a minute, but w pt these john barron, sat

Palm Beach County Convention on WPTV (NBC) - West Palm Beach, FL[mms.tveyes.com] NewsChannel 5 at 5:30 8/4/2023 5:49:00 PM

your own backyard. there's still tickets available. you can come watching tomorrow the palm beach county convention center for now. we're live in west palm beach and we'll send things back to steve for someone of a steamy stormy forecast the yeah little bumpy out there, kate. and we have or some storms and some he talk about i guess my back

Palm Beach County Convention on WPTV (NBC) - West Palm Beach, FL[mms.tveyes.com] NewsChannel 5 at 6 8/4/2023 6:11:02 PM

Play [mms.tveyes.com]

Ticketmaster perform meteorologist Kate when solar the palm beach county convention center hosting the world cup 2023 trampling and tumbling and these folks are trying to qualify for the 2024 summer Olympics. Things are really starting to heat up. we are bouncing into the weekend with a little bit

Palm Beach County Convention on WFLX (FOX) - West Palm Beach, FL[mms.tveyes.com] FOX 29 News at 6:30 pm 8/4/2023 6:52:54 PM

Play [mms.tveyes.com]

Thursday thank you James athletes from all over the country are at the palm beach county convention center for the fig trampling world cup event Kate went to Liz there copper cellar meteorologist Kate lentil near the palm beach county convention center, where they are hosting the 2023 at&t will

Palm Beach Convention on WFLX (FOX) - West Palm Beach, FL [mms.tveyes.com] Fox 29 Ten O’clock News 8/4/2023 10:19:46 PM

Next week. Thank you. Athletes from all over the country at the palm beach convention center for the fig trampling world cup event. our Kate once all choices in their meteorologist Kate, let's look at the palm beach county convention center, where they are hosting 2023 Palm Beach Trampoline & Tumbling World Cup - YouTube [google.com] YouTube August 5, 2023 Palm Beach County Convention Center - West Palm Beach, FL 11:30 ET - W TUM Final 12:00 ET - M TUM Final 12:30 ET - W

Play [mms.tveyes.com]

TRA Final

The ninth annual ACTRIMS Forum will be held Feb. 29 - March 2 in West Palm Beach, Florida. [google.com] Newswise 29 - March 2, 2024, in West Palm Beach, Florida at the Palm Beach County Convention Center and the Hilton West Palm Beach. The ACTRIMS Forum 2024

The moral lessons in Trump's latest indictment - National Catholic Reporter [google.com] National Catholic Reporter ... a kiss after inviting her on stage during the Turning Point USA Student Action Summit at the Palm Beach County Convention Center, on Dec.

Play [mms.tveyes.com]

Play [mms.tveyes.com]

Play [mms.tveyes.com]

Ticket sales hot as PB Food & Wine Fest returns with star chefs, top restaurants [google.com]

The Palm Beach Post The 2022 finale at the Palm Beach County Convention Center offered a dozen wine tables for sampling. This year, more than 60 wine tables will be

Gaetz pushes public school prayer instead of 'Pansexual Poetry Hour in Portland' - AlterNet [google.com] AlterNet

Matt Gaetz of Florida speaking at the 2020 Student Action Summit, hosted by Turning Point USA at the Palm Beach County Convention Center in West ...

How to Make Sure Donald Trump Never Becomes President - 19FortyFive [google.com]

19FortyFive ... Trump speaking with attendees at the 2019 Student Action Summit hosted by Turning Point USA at the Palm Beach County Convention Center in West ...

DEFINITE Room Rental by Month

August 2023 Project Status Report

Department of Environmental Resources Management

Beach Assessments: ERM staff were out on the beaches this month to gather observations in advance of peak hurricane season Staff visited 30 sites along the coast from Jupiter to Boca Raton to measure beach width and elevation, and document the condition of the dune, vegetation, and sea turtle nests. In the event of a hurricane that causes impacts to the beaches, staff will conduct an identical post-storm survey The results can then be compared to the pre-storm survey to provide rapid assessments of any damage that may have occurred The assessments are used to inform County leadership, the media, and the public, and to begin preparation for beach restoration projects in response to the storm.

Coral Monitoring Surveys: Florida’s coral reef, which spans from Martin County to the Dry Tortugas, is experiencing record high temperatures in the summer of 2023 and as a result, corals are stressed, bleached, and sometimes dying While the warm waters are primarily affecting reefs in the Florida Keys, the excessively warm water is expected to make its way north, and Palm Beach County staff are keeping a close eye on the reefs

ERM staff are monitoring natural reefs in Palm Beach County this summer as part of the Florida Reef Resilience Program (FRRP) Disturbance Response Monitoring (DRM) Effort. The FRRP is a collaborative effort among reef managers, scientists, and conservation organizations in Florida to develop, implement, and support resilience-based management strategies for coping with climate change and other stresses on our Florida reefs DRM started in 2005 as part of the FRRP Bleaching Response Plan and is now the largest coordinated coral condition monitoring program in the world! To complete DRM monitoring, divers survey natural reef sites from Martin County to the Dry Tortugas during the months of peak thermal stress, recording coral health and demographic data underwater. In Palm Beach County, staff are assigned random survey sites at a depth of roughly 60 feet and work throughout the season to monitor each site before submitting the data to staff from Florida Fish and Wildlife Research Institute

Each year, a quick-look report is produced based on survey results These results inform both reef managers and researchers on the health and condition of corals along Florida’s coral reefs. Quick Look Reports from 2011 to 2022 can be downloaded directly from the DRM website on the ‘Surveyor Trainings and Resources’ page at the following link:

http://ocean floridamarine org/FRRP/Home/About

Palm Beach County Board of County Commissioners

Gregg K. Weiss, Mayor, Maria Sachs, Vice Mayor, Maria G. Marino, Michael A. Barnett, Marci Woodward, Sara Baxter, Mack Bernard

PRE-STORM BEACH ASSESSMENT

PALING CORAL WITH SPONGE OVERGROWTH

Snook Islands Trash Cleanup: Volunteers and ERM staff spent several hours removing trash and debris from Snook Islands Natural Area in Lake Worth Beach The group had two goals for this cleanup event: remove debris from a floating platform near the mangroves and remove debris from the shoreline The Palm Beach County Sheriff's Office Marine Unit towed the floating platform to Bryant Park for disposal. All told, the participants removed approximately 1,200 pounds of trash during the event And that doesn't include the weight of the floating platform! Thank you, volunteers, for working so hard to protect and preserve this Palm Beach County natural treasure.

TRASH CLEANUP

Sand Spur Ultra: In late July, the Sand Spur Ultra group held their 6th annual Trident race at Jupiter Ridge Natural Area. This was the hottest and longest Trident to date. Temperatures reached nearly 97° F at their peak on Saturday, and Sunday was no cooler The race offered five different events ranging from a half marathon to a grueling 24 hour elimination style race, in which runners finished one 3 3 mile loop every hour to avoid elimination. Of the 28 runners who attempted the race, only five finished. Runners hailed from all over Florida, as well as Tennessee, Maryland, North Carolina, New York, and Argentina

Fuel Reduction: In August, ERM staff wrapped up a 60 acre mechanical fuel reduction project at Cypress Creek Natural Area The project removed vegetation that had become overgrown as a result of fire suppression in that section of the Natural Area Benefits of fuel reduction include reduced wildfire risk to our Jupiter Farms neighbors and safer future application of prescribed fire

COMPLETED FUEL REDUCTION

Adventure Awaits: Register NOW for a FREE event at PBCERM.EVENTBRITE.COM!

UPCOMING ERM EVENTS

• September 12: WANDERING THROUGH THE WILDFLOWERS at Loxahatchee Slough

• September 29: WILDLIFE SURVEY at Lantana Scrub

• October 4: THREE MILE TRAIL RUN at Yamato Scrub

• October 5: MEET THE CRITTERS OF LAKE WORTH LAGOON at WPB Public Dock

Palm Beach County Board of County Commissioners

Gregg K. Weiss, Mayor, Maria Sachs, Vice Mayor, Maria G. Marino, Michael A. Barnett, Marci Woodward, Sara Baxter, Mack Bernard

SAND SPUR ULTRA

PALM BEACH INTERNATIONAL AIRPORT TRAFFIC REPORT

for the period ended July 2023

(1) Estimated Seat Capacity; Adjusted Innovata/OAG Scheduled seats, actual capacity may vary

(2) Percentage Change in load factor is stated in absolute difference

(3) Freight plus mail in US Tons

(4) Landings plus Takeoffs, includes cargo carriers

(5) Per FAA Tower

Palm Beach County Department of Airports 846 PBIA, West Palm Beach , FL 33406-1470

www.pbia.org

PALM BEACH INTERNATIONAL AIRPORT ENPLANEMENT TRAFFIC REPORT

PALM

AIRPORTS COUNCIL INTERNATIONAL

** In metric tons as required by ACI reporting standards includes Mail plus Freight

* Per FAA Tower

FY2023 CONTRACT TRACKING REPORT

SUBCONTRACTS OVER $100,000

PALM BEACH COUNTY

Tourist Development Council

Discover Palm Beach County Quarterly Expense Report

PALM BEACH COUNTY

Tourist Development Council

Cultural Council Quarterly Expense Report

PALM BEACH COUNTY

Tourist Development Council

Sports Commission Quarterly Expense Report

PALM BEACH COUNTY

Tourist Development Council

Film &Television Commission Quarterly Expense Report

Note: Excludes Tax Collector commissions and TDC chargeoffs

PALM BEACH COUNTY

5. OLD BUSINESS

To: Tourist Development Council

Fr: Emanuel Perry EP

Date: September 07, 2023

Topic: TDC Dashboard September Report–Activity July and FYTD 2023

Bed Tax CollectionsJuly 2023 collected in August @ $4.7M compared to the same month last year @ $4.4M was an increase of 8%. Actual July was 27% above Budget and 0.4% above the prior month @ $4.7M. Actual July was 53% higher than 2019. Revenue from non-hotels continue to support Bed Tax Collection during the off-season.

FYTD23 Collections @ $80M, were higher than last fiscal year to date’s $74M by 9%, reflecting a strong recovery from the pandemic. Fiscal Year to Date collections at $80M are pacing 17% ahead of the Approved Budget FYTD collections of $80M, 55% higher than our Record 2019.

Tourist Development Council Dashboard

Fiscal Year 2023 vs. 2022 5.A.1

FYTD 2023 Hotel Net Sales increased 8% over Last Year, Non-Hotel Sales increased 16% over Last Year

FYTD 2023 Collections increased 9% over Last Year, compared to FYTD Budget higher by 17%

FYTD 2023 Hotel Room Nights Sold increased 6% over Last Year

FYTD 2023 Hotel Room Nights Available for Sale increased 3% from Last Year

July 2023

Passengers Through PBI is up 15% over Previous 12 Month Rolling Actuals

July 2023 at 90,800 up 5% over Last Year ; F&B at 59,700 increased 5%; Arts & Entertainment at 19,900 increased 2%; Hotels at 11,200 up 7%

Tourist Development Council Dashboard

Current Month 2023 vs. 2022 Fiscal Month 5.A.1

July 2023 Net Hotel Sales increased 7% over Last Year, Non-Hotel Sales increased 37% over Last Year

August Collections for July 2023 increased 8% over Last Year Over last Month increased 0.4%; 27% above Budget

July 2023 Hotel Room Nights Sold increased 5% over the same month Last Year.

July 2023 Hotel Room Nights Available for Sale increased 4% over Last Year. 19,119 Rooms Open.

July 2023 Passengers through PBI increased 17% over the same month Last Year.

July 2023 Est. Seat Capacity at PBI increased 16% over the same month Last Year.

Tourist Development Council Dashboard

Current Month 2023 vs. 2019 Fiscal Month 5.A.1

July 2023 Net Hotel Sales increased 40% over Year 2019, Non-Hotel Sales increased 263% over Year 2019

August Collections for July 2023 were 53% above July FY19 and 8% above July FY22.

July 2023 Hotel Room Nights Sold increased 2% over FY 2019 for the same month.

July 2023 Hotel Room Nights Available for Sale increased 13% over Year 2019. 19,119 Rooms Open.

July 2023 Passengers through PBI increased 11% over FY 2019 for the same month

2023 Est. Seat Capacity at PBI increased 8% over FY 2019 for same month

Tourist Development Council Dashboard

Fiscal Year 2023 vs. 2019 5.A.1

FY2023 Net Rental Revenue

FYTD 2023 Hotel Net Sales increased 47% over 2019, Non-Hotel Sales 155% higher than FYTD 2019

FYTD 2023 Collections increased 55% over FYTD 2019, and 9% higher than FYTD 2022

FYTD 2023 Hotel Room Nights Sold increased 7% over FYTD 2019

FYTD 2023 Hotel Room Nights Available for Sale increased 12% from same period 2019

July 2023 FYTD Passengers Through PBI increased 11% over FYTD 2019 12 Month Rolling Actuals

July 2023 at 90,800 up 5% over 2019 ; F&B at 59,700 up 1%; Arts & Entertainment at 19,900 up 19%; Hotels at 11,200 remain steady with no change over FY 2019

GROSS COLLECTIONS

NET COLLECTIONS

PALM BEACH COUNTY

6. NEW BUSINESS

FY 2024 Destination Marketing Plan Draft

TRANSITIONING OUR STRATEGIC DIRECTION

Discover The Palm Beaches will be completing the final year of its Strategic Plan at the end of calendar 2023. What resulted from a full day retreat in late 2017 and further “refreshed” in January 2021, has provided strong and clear direction to our team over the past 6 years Recent changes in market dynamics, product development, technology, environmental conditions, and traveler behaviors suggest the need for a comprehensive review of our strategy with a long view toward the future. Moreover, the latest release of DestinationNEXT in July, the most comprehensive global study on trends and practices impacting Destination Organizations, could not have come at a better time. In fact, it reaffirms that we are already heading in the right direction.

We now have the opportunity to take a fresh look at our strategy in tandem with the launch of a major tourism master plan research effort by Palm Beach County and TDC. DTPB has enthusiastically advocated for the TMP project and looks forward to participating and supporting its evolution and deployment to chart a sound roadmap toward a bright future.

In 2021 Championing DEI replaced Energized Destination Development which became a subset of Ensured Organizational Sustainability. See below:

KEY STRATEGIC PLAN ACCOMPLISHMENTS

 Secured TDC/County support to launch a Tourism Master Plan study.

 Secured TDC/County support to issue a Request for Proposals for a second headquarter hotel at the Convention Center District

 Surpassed 9 million annual visitors (12% over original goal)

 Lodging revenues at a record $1.4 billion

 Tourism contributes over $10 billion to the economy (25% over original goal)

 Restored 95,200 leisure & hospitality jobs 101% of 2019

 Increased the share of hotel room nights sold in Florida to 4.0% from 3.9%

 Ranked first in ADR, RevPAR, and Room night revenue growth within South Florida in at least three times.

 Increased the share of tourism spending in Florida to 6.3%

 Increased the group room night contribution to 20% of total occupancy.

Progress has been achieved in each of the five strategic pillars as follows:

Strengthened Brand Awareness and Marketing:

 Ongoing brand evolution has generated new campaigns for leisure and group markets, resulting in highly effective sales and marketing efforts with brand and destination awareness increasing by 45% of pre-pandemic levels.

 The Digital Center of Excellence optimized in-house digital media strategy resulting in record paid media impressions, enhanced content development, ongoing social media growth and setting the stage for a leading-edge Marketing Technology platform.

 High impact consumer activations in key target markets generated heightened brand awareness and increased visitation, while strategic community event activations projected DTPB’s impact locally

 Redefined audience segmentation strategy to benchmark growth in market share across key visitor interests: exploring with friends & family, beach, culture, resorts, and DEI segments of Black, Hispanic and LGTBQ+ travelers.

 Enhanced partnership strategy with key alliances including corporate partners Brightline and Miami Dolphins, community partnerships such as Sunfest, Compass and other key initiatives, and TDC collaboration with Sports, Film, Culture and airlift support with PBIA.

Enhanced Performance Through Group and Leisure Sales

 Groups booking and future pace have surpassed pre-pandemic levels

 Established the importance of the conventions and meetings market resulting in a convention center district study and issuing of RFP for a second headquarter hotel.

 Inspired community thought leaders to actively support sales strategy

 Provided a platform for local products and businesses to gain traction and recognition on a national stage

 Tripled group room night production since inception of strategic plan

 Increased market share from targeted national and international audiences

 Leisure and Group Sales integration have resulted in significant synergies and increased effectiveness

 Comprehensive sales tactics deployed to regain foothold in key international markets post pandemic with marketing support through paid media and PR outreach

 Reinvented destination reviews, sales missions and trade activities into highly immersive and impactful experiences

Ensured Organizational Sustainability

 Record bed tax collections

 Issued RFP for 2nd Convention Center Headquarter Hotel

 Issued RFP for tourism master plan and anticipate selection of firm by end of 2023.

 Achieve 40% growth in Non-Public funding through a redesigned Partnership program and dedicated sales staff

 Organized and led a Hospitality Job Fair in collaboration with our tourism industry partners.

Improved Alignment & Community Engagement

 Increased partnership and sponsorship program offerings and reach to maximize content and organizational resources.

 Enhanced community outreach and collaboration with local NGO’s, businesses, and organizations to establish and expand shared community value of Destination Marketing/Development

 Improved alignment with cities and community groups to further enhance tourism as a top economic driver and priority.

 Launched mobile Visitor Information Center and enhanced the visitor experience at meetings and events.

 Expanded The Pink Retreat as a transformational event, expanding brand awareness and increased economic impact to community partners.

Champion Diversity, Equity, Inclusion and Accessibility

 Hosted 2nd Arts and Tourism Summit, providing tools, insights, and collaborative opportunities to community businesses to reaffirm our commitment to DEIA and our brand promise as a welcoming community.

 Completed an organization-wide DEIA staff assessment with results overwhelmingly affirming the progress and commitment made to this critical strategic pillar over the past 3 years.

 Successfully achieved an organization wide recognition as a Certified Autism Destination by the International Board of Credentialing and Continuing Education Standards (IBCCES)

Platforms for Transition Year – DestinationNEXT/Tourism Master Plan

As the final year of the strategic plan ends, a key objective to secure the launch of a county-wide master plan for tourism will begin with the release of an RFP and selection of a firm to lead this process by the end of the fiscal year. This transformative project will create a roadmap for tourism over the next 10-20 years. DTPB intends to update its own strategic plan in tandem with the county-wide TMP and DestinationNEXT. During this transition year there are many key developments that will carry over from the current strategic plan, and special marketing and sales projects from the Success Continuation Plan approved in December 2022.

In July of 2023, the latest version of the DestinationNEXT Futures Study was released. This foundational study, first issued in 2014 and has been guiding the strategic plan over the last 6 years. The latest update will ensure an innovative marketing plan that will not only generate short-term results, but also long-term success and a great reference point during this transition year. Key elements include destination marketing, data research, brand management, destination development and community relations. Changes in organizational priorities can be seen in the following chart:

DTPB is already addressing the key priority areas through the following initiatives:

Destination Marketing:

 Resident Engagement

 Enhanced Media Channels

 Prioritized Content Creation

Data Research & Intelligence

 Destination Demand

 New Research Investments

 MarTech Growth & Inclusion of AI

Brand Management

 The Palm Beaches Collection Campaign

 Integrated Sales & Marketing Approach

 Enhanced Content Creation & Pitch Efforts

Destination & Product Development:

 Tourism Master Plan

 Convention Center Hotel RFP

 Airlift and PBI Partnership

Community Relations & Partnership

 City Tourism Partnerships

 Community Tourism Ambassador

 TDC Sister Agency Collaboration

The DestinationNEXT Mandate Map was developed by more than a dozen focus groups with the DestinationNEXT 2023 Global Advisory Group, consisting of 60 destination leaders around the world. Those conversations then led to more than 100 individual interviews with leaders in four Advisory Panels.

This 4-quadrant map is divided into 2 sections, demand, and supply, referencing transformational opportunities destination organizations will have in driving demand and managing destination assets

DTPB has identified and will address the following opportunities as a focus for FY 2024 with the below transformational initiatives:

Visitor Engagement

 Brand Campaign & Identity Evolution

 Prioritized Content Creation

 Integrated Sales & Marketing

 MarTech & AI Development

Community Alignment

 Love The Palm Beaches Campaign

 Sea to Preserve Sustainability

 DEI Media Partnerships

 Hotel Partnerships & Flagler Advisory Board

 Hospitality & Tourism Job Fair

 Certified Tourism Ambassador Program

Partner Support

 Destination Demand & Geolocation Data

 Wanderlust, The Pink Retreat, and other Transformational Events

 TDC Sister Agency Partnerships of Sports, Arts & Wellness

Destination Development

 Tourism Master Plan & Convention Center RFP

 TravelAbility, Wheel the World, Autism Certified Destination and Accessibility Strategic Planning

 Airlift & PBI Partnerships

 Live Like a Local City Marketing

As the plan transitions so will some of the key performance indicators (KPIs). As shown in the table below from the latest DestinationNEXT study, economic impact, visitation, group, and leisure room night demand will remain just as important while new metrics like visitor, resident and partner satisfaction, marketing return-on-investment (ROI) and DEIA will grow in importance. These top metrics will be tracked in FY 2024 providing guidance in setting new objectives as part of the updated strategic plan.

Master Planning to Ensure Long-Term Sustainability

A core initiative will be supporting the TDC in the master planning process throughout 2024. A Tourism Master Plan (TMP) should provide a long-term visionary roadmap to maintain and enhance Palm Beach County’s position relative to other competitive tourism destinations. A Tourism Master Plan also serves a range of purposes: it creates a consensus between the stakeholders who participate in decision making on tourism related development for the region; it helps investors and businesses understand where they could be putting their energies as the vision for tourism is realized; and it helps all audiences understand and close the gap between what visitors and residents wish to experience (the “demand side” of the equation) and stakeholders who create and offer them activities and experiences (the “supply side”). It should anticipate future development needs and opportunity markets to position Palm Beach County as one of the top destinations in the State of Florida, nationally and internationally. A TMP should support the collective aspirations of TDC Agencies, County, and community leadership to:

 Improve the lives of residents by providing economic opportunities;

 Spearhead destination enhancing infrastructure;

 Promote cultural and sports activities;

 Attract/create transformational events, and;

 Champion Diversity, Equity, and Inclusion (DEI) and sustainable tourism practices as the guiding pillars for future tourism marketing, sales, and product development.

The core issues the Tourism Master Plan will address:

1. Recommendations on policies and programs that enhance current marketing, branding and sales strategies to effectively integrate with The Tourist Development Council and its agencies to ensure competitiveness and a leading position in tourism performance.

2. Recommendations for roles that county economic development and planning agencies, and each regional municipality can integrate to further elevate Palm Beach County into a world class iconic destination brand in the minds of leisure travelers, meeting planners, cultural audiences, sports events rights holders and film producers.

3. Recommendations on key developments that Palm Beach County and each region should focus on to ensure The Palm Beaches is the premier destination in Florida - including but not limited to iconic landmarks, attractions, cultural institutions, sports facilities, events, festivals, naturebased recreation, urban renewal, and critical infrastructure. Recommendations should include ideas and mechanisms for funding sources to accomplish goals.

MACRO-ECONOMIC AND GLOBAL FORCES: TOURISM REMAINS RESILIENT

Macro-Economic Landscape

The general outlook for the economy is mixed. Consumers have been faced with many challenges over the last few years. Negative GDP growth over the first half of 2022, persistent inflation until the spring of 2023, rising interest rates, growing debt and a tightening labor market have put a damper on consumer confidence. Economic forecasts from Oxford and Tourism Economics are forecasting a slight recession in the second half of 2023. Nevertheless, at the time of writing, economic prospects are trending positive, with a continuing reduction in inflation, coupled with a strong jobs market and improving consumer confidence. This could augur the soft landing the Federal Reserve has aimed for in its efforts to stabilize the economy. The current forecast places these economic concerns behind in 2024.

Travel Industry Resilience

Travel and tourism have defied all these economic concerns. Consumers over the last year have prioritized travel (the experience economy), set budgets in line with rising costs and have not shown any signs of slowing travel plans. Monthly sentiment surveys from Longwoods and Destinations Analyst consistently show that increased Americans are in a travel mindset (as shown in the excitement to travel chart below)

Inflation and Travel Prices

As inflation concerns are starting to come down travelers have maintained travel budgets. The latest consumer price index (CPI) data from the bureau of labor statistics shows that lodging prices have increased 5.4% nationally for the first half of 2023 compared to 20% for the first half of 2022. In The Palm Beaches hotel prices have increased just under 3% over the first half of 2023 showing price stabilization Airfares were down in April (-1%), May (-13%) and June (-19%). This trend is expected to continue into the fall and winter seasons and as a sizable portion of the travel budget bodes well for the affordability of travel going into 2024. DTPB calculates and tracks the overall cost of travel and as shown in the chart below the year-over-year average cost of travel declined in May and June.

Global Competition

While Florida and The Palm Beaches have reached record levels in 2022 and 2023, the rest of the world is still recovering. Interest and travel to other destinations around the world has increased. The competition has been fierce in 2023. The Palm Beaches remain a highly desirable destination in travelers' minds but converting interest into a visit has become more difficult as more destinations are part of the consideration set. According to the MMGY Portrait of The American Traveler, interest in traveling to the Caribbean among those interested in The Palm Beaches is at record levels and steadily increasing each year. This means increasing significant competition for warm weather beach experiences. The world is now open for business and the objective in 2024 is to grow tourism by protecting market share as more destinations look to regain their visitation.

Upgraded Experiences

In the last few years, the destination has undergone well over $500 million in hotel and attraction renovations. These investments have enhanced and upgraded the overall destination experience. This

elevation in the total product offering has been reflected in a significant 34% increase in the average daily hotel room rate. To maintain these rates in the face of competition, destination marketing plays a key role in communicating to potential travelers the true value of the enhanced destination experience and service levels compared to other competitors. Longwoods International has tracked traveler expectations and recent results shows that guests are increasingly expecting a higher level of service than pre-pandemic. The Palm Beaches is in an excellent position to meet traveler service expectations in 2024.

Florida Competition

Within Florida the landscape looks more challenging. The hurricane that recently affected the west coast reduced the number of rooms available from 34% to 65% depending on the location – with Fort Myers being the most affected destination. The overall hotel room inventory in Florida is down 0.3% so far in 2023. This has helped the rest of the state maintain performance. As these rooms continue to come online on top of increased global competition, the fight for market share within the state will grow. The Palm Beaches will need to continue to position itself as a unique experience in Florida to grow market share in this landscape.

Industry Forecast

As stated in major developments for 2024, continued evolution and community adoption of destination brand strategy, strategic use of innovative technologies and forecasting tools to optimize use of resources and engage stakeholder support, creation of demand drivers through transformational events and

precision targeting of core/diverse visitor segments encompass the elements for continued growth and success. The following table shows expected hotel performance for 2023 and 2024 in The Palm Beaches.

Sources: DTPB Destination Demand, CBRE, Tourism Economics

INNOVATION: KEY TO BREAKING RECORDS

Over the last year many innovative technologies have begun to emerge from the metaverse to generative AI (Artificial Intelligence). DTPB has always been at the forefront in assessing and adopting the appropriate technologies to drive tourism. These have been the foundation of our success over the last decade

Continuing the momentum, 2024 will showcase the integration of the following innovative initiatives.

 The brand strategy will continue with a brand evolution born from the comprehensive assessments (completed in 2010, 2015 and 2020) coupled with the most recent research findings, performance indicators and market conditions.

 Research has changed dramatically over the last 10 years. Past historical performance has evolved into a forward-looking forecasting methodology. These new research tools will now optimize resources, maximize yield, and enhance partner collaboration which should significantly improve destination performance

 Marketing Technology (MarTech) - The Digital Center of Excellence was the first major step toward bringing key marketing initiatives in-house. The next step is building a first-in-class, integrated marketing technology stack to better support paid media buying, analytics, business intelligence, and hotel demand generation. These key technology infrastructure investments will enable the organization to move confidently into the ever-changing marketing future, serving as core foundational elements for years to come.

 Transformative events that should create new and recurring demand periods

 Key product developments are slated for the coming years, namely the 2nd headquarter hotel on the convention center campus, the tourism master plan will identify potential new tourism assets that should be developed over the next 10-20 years. DTPB will champion and promote new developments.

Segmentation protecting share of visitors

Core target segments have been identified using 2021 visitation data based on the main travel motivator when deciding on The Palm Beaches. Performance of these segments has been tracked in 2022 and into 2023. There have been a few notable shifts in visitation and market share from these segments.

 Visiting Friends and Relatives – A moderate increase in visitation with a slight decline in share of visitation was observed in 2022. A resident activation campaign was introduced to better capitalize on this important market segment.

 Beaches – This segment experienced a significant decline in The Palm Beaches and across Florida due to the resurgence of Caribbean destinations and cruising.

 Arts and Entertainment – Share of visitation remained the same resulting in robust growth in visitation as the unique offerings of The Palm Beaches are 2nd to none.

 Resorts – The historic and iconic resort experiences in The Palm Beaches continue to drive their share of visitation.

 DEIA (Black, Hispanic, LGBTQ+, Accessibility)

o LGBTQ+ had a significant decrease in market share and visitation. This trend was seen throughout Florida and is part of a larger trend. Motivation for these groups is heavily weighted to the beaches and adds to the declines in the beach segment.

o Visitation among Black travelers had declined in 2022.

o Accessibility is an important new segment for targeting in 2023 and beyond.

 Family Travel – Identified as a high potential segment of focus to capitalize on the growing popularity of The Palm Beaches from a family travel perspective.

 Environmental Sustainability & Wellness - Research shows that these are emerging segments that will eventually become critical parts of destination decision making over time. Addressing these now is critical to ensure the long-term viability of tourism and residents’ quality of life.

Community Engagement

DTPB continues to embrace the shared community value philosophy, making it a central piece in local event presentation and overall communication. We have conducted numerous presentations over the year, educating the community about how critical Destination promotion and tourism product development is for the benefit and well-being of every person in our community. It should be seen as an essential investment to develop opportunities and build quality of life and it should be perceived as a shared community value by residents.

Destination organizations are evolving as community leaders more than ever. This represents a shift from their key roles in community relations to community development. This represents an accelerated expansion beyond destination marketing to destination development. These new initiatives include: product and experience development; community and economic development; small business and workforce development; partner support and education; resident engagement and education; workforce housing and childcare improvements; and advocacy to influence local, regional, and national policy.

To accomplish these initiatives our Community Engagement team will focus on:

 Enhancing collaboration with our sister TDC agencies (Sports Commission, Film Commission, Cultural Council, Environment Resource Management, Convention Center)

 Developing and rolling-out a Certified Tourism Ambassador program

 Striving to create sustainable meetings.

 Strengthening relationships with non-governmental organizations (NGOs) and government leadership (County, Municipal, Regional, DDAs (Downtown Development Authority), CRAs (Community Redevelopment Agency)

 Continuing the evolution of our co-op and partnership programs beyond traditional industry stakeholders to include other community entities impacted by the visitor economy.

 Integrating tourism and economic development through enhanced collaboration with Business Development Board, Chambers of Commerce and Economic Council

 Increasing our positioning with key county organizations to elevate specific connectivity and transportation initiatives (PBI, Brightline, Tri-Rail, Regional Transportation Authority, etc.)

 Developing Corporate Social Responsibility, Environmental Sustainability, Climate Change, and Social and Governance strategies that strengthen the destination’s brand around the community’s goals, values, and creative energy.

 Enhancing resident engagement and support through participation in myriad events and the extension of Love The Palm Beaches campaign.

BRAND STRATEGY

In 2021, a second Brand Assessment was conducted in support of the evolution of the brand strategy established in 2010. This, again, was conducted using rigorous research and brand centric methodology and has led to the development of a new Leisure Campaign (The Original – The One – The Only) and Group Campaign (Between The Sessions). The evolution of the brand continues with the new advertising/creative agency following the Momentum sessions at the beginning of fiscal 2022-23. The marketing team and agency are currently working toward the launch of a third campaign in the new fiscal year that can be easily adapted to target various markets as well as certain community-oriented initiatives.

Positioning Statement

America’s First Resort Destination® - The Palm Beaches are renowned as the warm weather getaway by discerning guests for over 125 years. Genuine hospitality is a way of life. Our vibrant blend of people, cultures and coastal towns welcomes everyone. Enjoy fewer crowds, a healthier beach experience, exceptional cultural offerings and the warm Atlantic Gulf stream weather that creates the finest Florida travel experience.

The original. The one. The Only. The Palm Beaches

Brand Promise

The Palm Beaches are America’s First Resort Destination. The community where genuine hospitality is a way of life, and the diversity of travel experiences is matched by warmth of its coastal communities. It is Florida’s finest travel experience.

Strategies & Tactics

STRENGTHENED BRAND AWARENESS & MARKETING

Transforming The Palm Beaches Visitor Experience; integrating meaningful Brand Evolution with revolutionary Marketing Technology.

A Destination Brand is a promise to deliver an experience. It is the culmination of all communications that uniquely position the destination. The destination brand should clearly differentiate The Palm Beaches from its competitive set and be actionable by all stakeholders. The brand is anchored by the destination promise and positioning statement.

Destination Marketing encompasses the strategies and tactics created to bring the brand to life across all communication channels, driving new visitation and increasing loyalty among existing visitors while generating resident engagement and support.

Lead: Chief Marketing Officer, AVP Marketing, AVP Research, Strategy, Destination Development, Sr. Director Digital Marketing, Director PR, Director of Social Media

Collaboration: with the Flagler Business Advisory Board and Board/Community Leadership

Brand Campaigns, Partnerships & Strategic Messaging Pillars

(a) Finalize and launch “The Palm Beaches Collection” marketing campaign refresh to showcase The Palm Beaches as a highly curated vacation destination with an exceptional variety of authentic travel experiences

 Capitalize on consumer customization trends by highlighting The Palm Beaches as a collection of activities and amenities that create Florida’s finest travel experience

 Leverage the Historical Society of Palm Beach County’s “Endless Summer” exhibit to feature content around Fashion & Shopping brand pillar

 Create interactive quiz on ThePalmBeaches.com to match visitors with vacation personas to offer custom itineraries and personalized website content

 Develop “Build Your Own” FAMs and Influencer itineraries proving hosted journalists the opportunity to customize their stay with a selection of curated options for each press visit

 Explore a brand partnership with an iconic fashion or consumer brand

(b) Continue the momentum of the Success Continuation Plan with additional strategies to support the enhanced marketing tactics

 Grow broadcast television advertising with an expanded media mix and explore cable advertising options

 Strategically utilize OTA and metasearch partners to promote targeted messaging in need periods

 Expand catalog of proprietary destination podcast - “Between the Sessions”- with new hosts and innovative subject matter

 Implement brand activations in key target markets aligned with brand messaging pillars

(c) Build on the success of the “Love the Palm Beaches” Resident Engagement Campaign with refreshed messaging to strengthen engagement and positive resident sentiment

 Continue to incorporate messaging into social media channels and in-county marketing and PR initiatives to encourage locals to invite friends & family for a visit, accounting for 40% of total visitation

 Develop local media partnerships to generate news around key storylines, including promotions, events, and destination development initiatives such as the Tourism Master Plan launch and second headquarter hotel

 Engage the local community through the Hospitality & Tourism Job Fair and promote tourism as a positive force for economic growth and quality of life

(d) Expand efforts to build a robust Accessible Travel framework throughout the destination by executing on a strategic plan developed in partnership with WhereAbout Travel and TravelAbility

 Grow partner database with Wheel the World by supporting additional assessments throughout the destination

 Expand Certified Autism Certification program to partners using IBCCES platform

 Continue membership in TravelAbility’s “Destination A11Y Club” for resources and strategic advice on accessibility matters

 Develop large-print and braille versions of Destination Collateral, including the Visitor’s Guide and Meeting Planner Guide

 Partner with a consultant for an accessibility assessment of digital assets, including the website

 Work with publications focused on Accessibility and Accessible Travel for advertising and media

(e) Broaden the “Sea to Preserve” sustainability campaign in partnership with the Environmental Resources Management team (ERM) with enhanced messaging and roll-out to Fly & Drive markets

 Amplify “Sea to Preserve” campaign to in-county residents to promote the protection of environmental resources while enjoying our local beaches, parks, and natural areas

 Expand messaging to drive and fly markets including educational components about preserving natural areas while traveling in the destination (including sea turtle awareness and manatee conservation)

 Develop engaging content around outdoors and natural areas, including native trees, plants, birds, and wildlife to inspire travelers seeking eco-tourism experiences

(f) Conceptualize a “Visit Like a Local” campaign to highlight the top 12 cities and coastal towns in The Palm Beaches, focusing on the diversity of people, places, and travel experiences available

 Highlight one city each month in the annual content plan through the development of immersive video and photography to capture the idiosyncrasy of each region

 The 12 regions to be included are: 1) Jupiter, Juno Beach, Tequesta; 2) Palm Beach Gardens; 3) Riviera Beach/Singer Island; 4) West Palm Beach; 5) Palm Beach 6) Lake Worth Beach & Lantana; 7) Wellington; 8) Boynton Beach; 9) Delray Beach; 10) Boca Raton; 11) The Glades & Lake Okeechobee; 12) Smaller Cities: Lake Park, Royal Palm Beach, Greenacres

 Utilize Placer.IQ data to highlight campaign successes and provide valuable insights into visitors’ movements between hotels and attractions to municipal leadership in each location

 Develop city-specific FAMs and influencer visits, and pitch city-centric news for coverage

(g) Champion the launch of the Certified Tourism Ambassador (CTA) program in collaboration with Community Engagement team, highlighting The Palm Beaches’ history of genuine hospitality and encouraging participation from community partners

 Develop program content including history of the destination, key tourism facts and talking points recognizing the destination’s tradition as a welcoming place to everyone, rooted in its historical claim as America’s First Resort Destination

 Conduct community outreach through a multi-channel marketing plan to facilitate participation from community partners

 Launch AI-generated chat bot on ThePalmBeaches.com to serve as a source of visitor information and answer questions in real time

(h) Expand content and messaging around the Arts & Culture brand pillar in partnership with the Cultural Council to develop co-marketing efforts around key events

 Execute co-op marketing around Art Basel Miami with a media takeover and brand activation with a robust channel mix to include OOH, Uber wraps, Brightline station activation, airport advertising, geotargeted display and social media influencers

 Create a consumer experiential activation and media event to coincide with the launch of “The Palm Beaches Collection” campaign

 Develop blog content and social media coverage highlighting artists and cultural organizations, as well as Cultural Council signature events MOSAIC and Open Studios

(i) Strengthen leisure sports marketing alliance in partnership with the Palm Beach County Sports Commission to champion exceptional sporting events, facilities, and offerings

 Support TEAMS 2023 through a co-branded activation presence, marketing support and on-site branding

 Develop refreshed sporting content with an emphasis on golf to reinforce destination messaging as Florida’s Golf Capital and capitalize on exciting new developments including TGL Arena, returning PGA Tour stop with potential new sponsor

 Explore racket sports content including tennis and pickleball, while highlighting signature destination events such as the Delray Beach Open; consider joint additional sponsorship of Miami Open or US Open tennis events in target markets with Sports

 Continue driving awareness of Ultimate Weeks of Sport with enhanced ESPN media partnership in key cities, social media influencer coverage and PR earned media efforts

 Execute Spring Training partnerships in Houston and Washington DC with paid advertising while maximizing in-kind marketing with each MLB organization

 Build destination awareness by highlighting athletes from The Palm Beaches participating in 2024 Olympics through social content

(j) Elevate the Wellness & Wanderlust brand pillar by developing immersive content surrounding regenerative travel for visitors seeking personal enrichment and wellbeing

 Promote unmatched wellness opportunities throughout the destination including spas, fitness, resort amenities, outdoors, natural areas and more

 Align with Cultural Council’s “Arts & Wellness” pillar with focus on wellbeing as it relates to immersion in the cultural arts

 Develop strategic brand partnership with Goop in conjunction with The Colony Villa launch including key events in The Hamptons and New York DMA

 Support Wanderlust transformational event partnership with marketing campaigns, social media influencers and earned media outreach.

(k) Refresh “Between the Sessions” groups & meetings campaign and align brand assets with “The Palm Beaches Collection” leisure campaign

 Execute photo and video shoot to capture additional creative assets to refresh print, video, and digital advertising, along with enhanced ad copy

 Assist Sports Commission to align their campaign with Between The Sessions campaign and assist with cross promotion

 Conceptualize a trade show booth design for all sales events and develop mix and match creative assets to be used in a variety of spaces and layouts

 Create marketing collateral highlighting “Boutique Conventions” to showcase curated and stylishly elevated meetings options with customizable in-meeting and between-thesessions options, and develop similar options for affordable meetings

(l) Refresh collateral material and marketing assets to provide destination information in an eyecatching and easy to read format

 Redesign the Meeting Planner Guide to create an elevated, evergreen magazine-style piece with an added pocket folder for frequently updated quick-print information

 Establish a review process to refresh the annual Visitors Guide and Insider's Guide with enhanced content, updated photography, and partner listings

(m) Develop enhanced Wedding & Honeymoon content to promote The Palm Beaches as a premier destination wedding location

 Secure partnerships with The Knot and/or Bridal Guide for an in-destination cover shoot, ad campaigns and custom content

 Develop wedding specific Pinterest boards and promote as a key planning tool in partnership with hotels and other venues

 Create blogs surrounding wedding, honeymoon, and bachelor/bachelorette party ideas

 Utilize existing in-destination assets including Lilly Pulitzer Courthouse, Colin Cowie partnership at The Boca Raton and Married in Palm Beach

(n) Strengthen partnership with Palm Beach International Airport to expand airlift and enhance arrival/departure experience and reaffirm the tourism brand

 Support new routes with cooperative marketing efforts with PBIA air service planning

 Continue enhancing in-airport activations and brand messaging to serve as the official welcome for visitors into the county

 Generate increased interest in JetBlue LAX seasonal flight to encourage year-round service as well as other seasonal routes

 Promote Terminal B renovations and support messaging around airport enhancements

 Strengthen Fly PBI campaign to promote PBI as the preferred airport for travel to and from The Palm Beaches for south county residents as well as north Broward and Martin County

(o) Increase growth and awareness in international markets with robust always-on marketing campaigns including traditional and digital advertising, social media and PR in collaboration with representation firms to drive strategic and tactical deployment

 Develop ad campaign in Miami, Ft. Lauderdale, and Orlando airports to target international arrivals

 Execute Toronto and UK media takeover and brand partnerships in conjunction with sales & PR efforts

 Distribute media spend weighted by annual visitation numbers to proportionately grow incremental travelers

i. TIER 1 – Canada: Toronto, Montreal

ii. TIER 2 – UK: London

iii. Tier 3 – Colombia: Bogota, Medellin, Barranquilla; Brazil: Sao Paolo

iv. TIER 4 – Mexico: Mexico City; Germany: Frankfurt, Berlin, Munich Digital Center of Excellence and MarTech Solutions

(a) Evolve the Digital Center of Excellence by building a first-in-class Marketing Technology stack to support paid media buying, analytics, forecasting, business intelligence, and hotel demand generation

 Develop infrastructure to house data from dozens of platforms in a centralized repository for ease of access, analysis, and data privacy compliance

 Build a robust consumer data collection platform to categorize website users and email subscribers based on demographic/psychographic characteristics

 Advance hotel partnerships to enable data sharing to better inform campaign execution and drive demand during need periods as identified by destination demand tools

 Ensure data privacy compliance and honoring of opt-out requests across all marketing touchpoints to align with consumer expectations and privacy laws

(b) Exceed the demands of changing consumer paths-to-purchase when seeking travel inspiration, planning and in-destination engagement through digital platform enhancements

 Advance website personalization to ensure the most relevant content for travel intenders is being served to the right person at the right time

 Build generative AI website engagement features to provide highly personalized and customized travel planning assistance

 Develop a mobile application to serve as an in-destination resource for consumers while collecting robust first party data

(c) Optimize in-house digital ad buying platforms, capabilities, and best practices to drive brand awareness, consideration, and visitation

 Streamline platforms, tactical allocations, data providers and direct publisher relationships to improve performance year-over-year

 Research and leverage emerging technologies and platforms to better support DTPB goals

 Enable creative personalization, content sequencing, and identity resolution for connected TV, audio, and display tactics

(d) Drive hotel demand during needs periods through the progression of the Destination Demand tool with advanced forecasting, testing, campaign execution and content personalization

 Enable discreet data sharing with accommodation partners to improve impact on need periods

 Further personalize offers based on consumer personas and accommodation types/categories to drive conversion

 Refine offer windows, types of deals, and segmentation to appropriate audiences

(e) Adapt to the expanding data deprecation environment by prioritizing first party data growth and ensuring demographic and psychographic data points are available for engaged audiences

 Execute focused advertising efforts on consumer database growth

 Catalog consumers with cookie-less technology to better personalize content, advertising, and offers

 Enable advanced personalization efforts for repeat website visitors

Communications & Earned Media

(a) Deploy dynamic, definition-driven public relations campaigns to increase visitation and associated revenue by heightening awareness and conscious consideration

 Leverage enhanced Public Relations capabilities to build relationships with key media representatives through proactive pitching and curated hosting in destination

 Reinforce and amplify the new leisure campaign while supporting the launch of the refreshed Groups & Meetings campaign

 Champion DEIA by creating and nurturing key earned media storylines based on The Palm Beaches tradition and continued commitment to “welcoming everyone”, through thoughtful selection of publications, editors, and participating partners

 Maximize international presence in Canada, UK, Colombia, Brazil, Germany and Mexico by infusing market-specific media missions and press events in conjunction with representation firms

 Increase emphasis on niche coverage and offerings (outdoor/wellness, arts & culture, leisure sports, meetings and culinary) to distinguish the destination from the competitive set

 Build third-party credibility by seeking recognition, rankings and awards through trusted sources, industry organizations and national publications

 Increase efforts to pitch stories that reinforce and amplify the destination brand promise and The Palm Beaches rich history of hospitality

Social Media & Content Production

(a) Accelerate social media content development and growth strategy across all platforms

 Create targeted content customized for each platform in line with the demographics of their followers (example: male-dominated YouTube to feature more golf, outdoors, and sports related content)

 Strategically utilize features, such as “invite collaborator” in partnership with major brands to increase The Palm Beaches social media awareness among other audiences

 Optimize the Meta platform Threads to encourage follower engagement with conversations, polls and sharing of recommendations and content

(b) Ensure an innovative approach to influencer partnerships to increase destination awareness

 Partner with unique talent to capture “one-of-a-kind" content to highlight the creator’s own unique style while providing eye-catching visuals for the destination’s storytelling

 Engage macro influencers, athletes and celebrities with large follower counts to increase brand awareness and brand equity

 Extend the Social Media Brand Ambassador program beyond The Palm Beaches and secure influencers from target fly and drive markets to post and promote the destination throughout the year

 Focus on continued growth of inclusive creators and social media partnerships by securing at least 50% DEIA target influencers

(c) Generate immersive content and continue to increase in-house production with a targeted strategy to support all brand pillars and marketing campaigns

 Create trending content to maximize exposure across all social media platforms, such as connecting large pop culture storylines with similar in-destination experiences

 Launch Portuguese-language blogs to reach audiences in Brazil/Portugal, supplementing existing Spanish-language content

 Continue the success of the “Only in the Palm Beaches” and “Love the Palm Beaches: Local Celebrity” in-house productions and add new “Live Like a Local” and “Hidden Gems of The Palm Beaches” video series

ENHANCED PERFORMANCE THROUGH SALES

A balanced, integrated approach comprising of group business development (meetings/conventions/events), in conjunction with strengthening travel trade relations and leisure sales business opportunities to enhance overall destination performance and minimize seasonality.

Lead:

Chief Sales Officer, AVP of Group Sales, AVP Leisure Sales, AVP of Destination Services, global representation firms in addition to Flagler Business Advisory Board and Senior DTPB Staff

In collaboration with county economic development organizations – Board Business Development (BDB), Chambers, Convention Center District taskforce, and Downtown and Community Development authorities/organizations

Increase Sales Efficiencies and Production

(a) Balance and synergize leisure, business transient and group sales efforts to maximize occupancy and revenue while reducing overall cost

 Utilize business intelligence to develop quarterly call to action incentive programs for targeted market segments based on forecasted need

 Leverage MarTech capabilities to increase speed to market and communication of incentive programs to target customer bases

 Navigate industry disruptors and capitalize on growth opportunities by conducting deep dives into emerging markets

 Maximize community intelligence through Flager Business Advisory Board and expand communication with community taskforce teams focusing on the convention district and travel trade markets

 Extend pre/post meeting attendees stay and increase future leisure visitation by showcasing the destination’s “bleisure” attributes by leveraging The Original, The One and The Only campaign message

(b) Refine sales pitch and sales tools leveraging The Palm Beaches Collection campaign and community assets based on customer trends and needs

 Build content and itineraries with experiences that highlight the local diversity, welcoming environments, wellness and sustainable activities

 Maximize strategic partnerships and industry affiliations to highlight and sell The Palm Beaches Collection offerings and value proposition

(c) Utilize salesforce as thought leaders to elevate industry market presence and drive results

 Expand board presence and staff committee involvement within industry and community associations

 Expand sales efforts and impact through strengthened partnerships with representation firms and third-party organizers

 Deploy sales resources to align against select vertical target market segments

 Secure certifications and accreditations by expanding internal and community sales training and development programs that highlight the county’s diversity, wellness attributes, and support welcoming environments

 Build on multi-destination alliances (I.e., Palm Springs) to share best practices, expand client base, reduce costs, and increase return on investment

 Renew and expand customer advisory board to focus on leisure travel trade, convention center booking growth and corporate incentive travel

(d) Increase face to face client engagement in targeted primary markets through experiential tradeshows, sales missions, activations and destination reviews ** see schedule below

 Utilize community thought leaders to effectively deliver our unique history and diversity while highlighting the innovative developments within the destination

 Incorporate expansion of Brightline through destination reviews and site inspections, building on alliances with other Florida destinations to expand client base

 Increase and activate targeted client lists to fill “need periods” based on future pace trends/forecasts

 Leverage local festivals and events by incorporating into destination reviews resulting in reduced cost and greater national awareness

(e) Increase demand and visitor engagement through the evolution of servicing tools resulting in greater economic impact

 Increase length of stay and visitor database through expanded presence of mobile VIC at conventions and events to broaden visitors' knowledge of destination offering and highlighting local activities

 Engage residents, community partners, influencers, and travel trade by developing educational training programs on the history, diversity, and tourism assets of the destination

 Incorporate local businesses, thought leaders and unique products into visitor experiences to expand awareness of destination attributes on a global scale

 Curate destination reviews that highlight local events, sustainability, wellness, and diversity of the destination in partnership with other TDC agencies and local organizations

 Collaborate with sister agencies on programs that result in increased visitor engagement

 Expand use of technology platforms to increase attendee and visitor engagement leading to extend stays and repeat visitation

 Increase engagement of community partners that support social and environmental efforts

Leisure Sales

(a) Maximize domestic visitation through leisure travel trade activities using a wholistic approach that incorporates marketing support (PR, social, digital)

 Target domestic luxury segment production by empowering representation firm to increase awareness of The Palm Beaches Collection through rigorous message clarity and follow up

 Strategically expand mid-tier travel trade contacts to market, promote and raise awareness about the destination’s significant product offerings

 Execute destination reviews for targeted travel trade advisors to highlight activities and increase knowledge surrounding local events

 Finalize and execute travel trade certification program in collaboration with marketing team

 Support PBIA’s inbound airlift by targeting customer base in select feeder markets while increasing market share

(b) Increase international market share through sales and marketing activities in collaboration with representation firms

 Deploy sales efforts using a holistic approach that incorporates consumer media buys, social engagement, and PR efforts into travel trade and MICE activities

 Deploy select activation events in Canada, Mexico, Brazil, Colombia, & UK with trade and consumers that push brand awareness and result in increased visitation

 Pursue large/select travel trade accounts using a comprehensive suite of sales components based on The Palm Beaches Collection campaign

 Increase MICE market opportunities in Canada, UK, and Germany through increased industry involvement, targeted educational trainings and select sales missions/trade events

 Impact seasonal visitation from international markets through a time sensitive sale activities schedule and call-to-action campaigns presented during off-peak periods

GROUP SALES

(a) Leverage destination enhancing infrastructure and outcomes from tourism master plan to strategically market and secure future meetings and events

 Diversify customer base to anticipate future needs and impact of new developments

 Secure future industry meetings that align with and highlight destination assets and future developments

 Create new tradeshow assets and marketing collateral highlighting newly developed tourism investments in hotels, infrastructure, urban appeal, and sustainability initiatives

(b) Build a base of long-term conventions and meetings while aggressively securing short term opportunities

 Increase targeted association account base through industry partnerships with ASAE, PCMA, Association Forum and AMC Institute

 Partner with technology distribution channels such as Cvent and Group 360 to advance short-term opportunities

 Incorporate hotel partner promotions into group sales and marketing initiatives

 Leverage mid/ong-term capabilities of forecasting tool to focus sales staff into filling future “need periods”

 Utilize industry organizational data i.e. Future Pace and Simpleview Data Engine to identify short-term and long-term opportunities

(c) Mitigate seasonality and build future base of business by securing transformational and repeat events, meetings, and conventions

 Offer and/or incorporate a suite of design components, housing, registration, and programming support capabilities to expand established events or newly developed ones

 Work with local community business leaders and sister TDC agencies to increase the customer value proposition offered

 Review and/or initiate third-party agreements to include more comprehensive community participation, content development, customer engagement and increased data analytics

 Aggressively increase multi-year booking opportunities and incentive promotions to target convention center package offerings during “need periods”

 Elevate and customize the Between-The-Sessions experiences for each market segment focusing on wellness, accessibility and welcoming environments

 Collaborate with the OVG (Convention Center operator) network of venues on joint sales opportunities and national accounts

(d) Leverage intellectual capital and community partnerships to increase sales production

 Implement incentive program for community leaders to secure room night production and increase sales

 Strategically include destination champions in the sales process - during sites, destination reviews and tradeshow activities to elevate the attendee experience

 Grow the community volunteer pool to elevate the destination experience and increase sales

 Continue to evolve strategic partnerships with the BDB within each of the targeted industry clusters/markets

 Evolve corporate partnerships with local businesses headquartered in southeast Florida through networking and educational programing

ENSURED ORGANIZATIONAL SUSTAINABILITY

Organizational Sustainability encompasses the human, financial and information technology resources, destination development and environmental sustainability efforts required to achieve the destination and organization’s vision, mission, strategies, and program goals over the long term. Board governance, advocacy, capacity management, and community leadership alignment will ensure the organization’s long-term relevance.

Lead: CFO, Associate VP Research, Strategy & Destination Development, Associate VP Community Engagement and President & CEO

In collaboration with the Board of Directors

Destination Development

(a) Continue a proactive Destination Development strategy to advance PB County’s product offering and competitiveness.

 Support the launch and implementation of TDC master plan project following the consultant selection

 Champion the implementation of Convention Center District report recommendations regarding headquarter hotel, center, and district enhancements with TDC, county and city leadership

 Assist the TDC and Palm Beach County Facilities team in the Headquarter Hotel RFP and development team selection process

Financial Sustainability

(a) Maintain financial sustainability by advocating for the protection of tourism promotion funding, implementing prudent reserve policies, contingency planning, and expansion of non-contract revenue sources

 Ensure all officials, elected, and appointed, as well as residents understand the value of tourism promotion and destination management through the refinement of the cornerstone message

 Refine the return on tourism investment messaging (infographics, etc.) that communicates how tourism promotion generates tax revenue and enhances quality of life

 Research and suggest ways for the TDC to avoid duplication of efforts, maximize bed tax utilization and make appropriate investments in tourism specific infrastructure

 Continue to enhance and expand partnership programs and identify new non-contract revenue opportunities to augment bed-tax funding to amplify product content and marketing reach

(b) Leverage Marketing Technology (MarTech) and promote measures that allow organizational adaptability and scalability to changing market and political environments

 Implement strategies to address price increases that maintain a competitive level of promotional efforts while staying within budget

 Support MarTech initiatives toward systems, intelligence, and data integration within DTPB and across TDC agencies

(c) Leverage destination demand tool to identify need periods within core districts, engage hotels and establish demand generation strategies

 Continue tool testing and refinement through weekly review process

 Explore additional sources of data to validate forecasting methodology

 Advocate for stakeholder adoption and support of forecasting and marketing investment strategies

Corporate Culture and Talent Development

(a) Apply HR best practices toward training, education, recognition, and on-boarding to ensure continued development and retention of staff and the enhancement of organizational culture

 Continue employee workplace celebrations and mentorship programs to raise employee engagement

 Continue to enhance recruitment processes to attract top talent and align personal and professional goals of staff

 Continue to expand the employee recognition programs and activities, acknowledging employee’s achievements to boost employee morale and strengthen bond between the employees and organization

 Continue to utilize opinion surveys and staff feedback to ensure cultural alignment and staff engagement

Environmental Sustainability

(a) Prioritize environmental sustainability strategies in collaboration with TDC agencies as part of the master planning process

 Pursue sustainable destination certification program

 Develop initiatives that address growing environmental and social concerns of travelers that focus on sustainability, equity, and inclusion

 Collaborate with ERM (Environmental Resource Management) to deploy awareness activities, events, and initiatives

IMPROVED ALIGNMENT & COMMUNITY ENGAGEMENT

This strategic goal aims to establish destination leadership as a “shared community value,” to raise the profile of destination marketing and tourism development as “must have” strategies for County and City governments that are ultimately supported by our community residents. This, in time, achieves local understanding and support for tourism’s vital role in economic development and quality of life and increases financial, in-kind, and value-added resources for DTPB’s and the destination’s competitiveness and success.

Lead: AVP – Community Engagement, AVP – Destination Services

In collaboration with Executive Staff and Community Leaders (i.e., Chambers, League of Cities, and NGOs)

Improved Alignment & Community Engagement

(a) Continue proactive outreach to increase community partnerships and municipality engagement to leverage resources for the destination and organization

 Continue with community task force meetings (i.e., DEIA Taskforce, VIC Taskforce, City Advisory Roundtable, Convention District DOS Meeting, Flagler Business Advisory Board, etc.) to maintain alignment and knowledge of organizational impact

 Increase community partners in the areas of sustainability, wellness, diversity, and accessibility

 Grow digital partnership offerings that provide authentic experiences which highlight the culture and history of the destination

 Continue to build relationships with hotels, attractions, restaurants, and cities to feed content ideas for coverage across paid, owned, and earned digital footprints

 Develop additional transformational events that will drive room nights and increase economic impact on local hotels, dining, and attractions

 Foster relationships with local community groups, businesses, and organizations to collaborate and expand the reach of local events

(b) Elevate community and resident engagement to enhance and expand the visitor experience

 Continue to support and expand the Visitor Information Centers to ensure a consistent message and experience is delivered throughout the destination

 Deploy the Mobile Visitor Information Center at meetings and events to enhance countywide awareness and the visitor experience

(c) Develop and implement an advocacy and communications strategy to drive awareness on the role and value of DTPB and the tourism industry targeting diverse audiences (i.e., city leadership, county staff, chambers, economic council)

 Continue resident awareness by deploying in-market communication strategy, primarily through regular newsletter communication, social media engagement and earned media coverage

 Broaden the Destination Champions group lead generation program focused on targeted industry clusters by continuing to build partnerships with TDC agencies, BDB, local business leaders and community partners

 Educate area businesses on the social, sustainable, and economic benefits of keeping meetings local to increase sales and reduce costs

 Continue to expand relationships with local charitable organizations and not-for-profit entities to provide mutually beneficial opportunities for the charities as well as convention organizers while creating destination awareness and enhancing local DEIA efforts

(d) Organize staff participation in outreach programs with diverse and inclusive community groups and industry organizations to ensure long-term collaboration and goodwill

(e) Support initiatives with community organizations in creating, sustaining, and retaining a viable hospitality industry workforce that can support the current and future needs of our local community

 Support and advocate for legislation that provides funding and workforce opportunities such as work visas, pilot licenses, childcare access

 Leverage relationships with academic institutions to offer hospitality educational programming and to secure appropriate labor related research

 Work with industry leaders and stakeholders to promote sector in career days, job fairs and support internships and apprenticeships locally

(f) Continue to provide residents with exclusive offers and packages to experience the destination and turn locals into tourism advocates through content development and the power of a personal invitation

 Create unique offers and packages for residents in the #LoveThePalmBeaches campaign

 Create contest-based programs through social media channels to promote destination knowledge and a sales mindset

 Launch Certified Tourism Ambassador Program to increase resident engagement in community activities and events and to enhance the visitor experience

(g) Develop e-commerce platform to sell The Palm Beaches branded merchandise for added brand visibility and tie-in to the fashion-forward new campaign “The Palm Beaches Collection.”

(a) Design fashionable shirts, hats, tote bags and other collectible merchandise such as pins that can be released periodically

(b) Create themed books around recipes and cocktails featuring local chefs and mixologists.

(c) Partner with local manufacturers and products, such as Amanda Perna and Wild Lilly to develop signature products and sustainable products such as reef-friendly sun block in partnership with 4Ocean

CHAMPION DIVERSITY, EQUITY, INCLUSION & ACCESSIBILITY

This strategic goal aims to continue to Foster a culture that celebrates and affirms the value of people of every race, ethnicity, gender identity, sexual orientation, religion, age, socioeconomic status, ability, and more. This will enable us to demonstrate our commitment to promoting a destination culture that welcomes everyone.

Lead: CFO/Director HR/AVP Community Engagement/AVP Destination Services

In collaboration with AVPs, Community Leaders (i.e., Chambers, League of Cities, and NGOs)

(a) Leverage Destination International’s DEIA platform to drive local strategies

(b) Utilize DEI-supportive data (visitor profiles, market research, and demographics) to incorporate and evolve existing content, activities, and messaging for all audiences: both domestic and international, groups, and Leisure

(c) Continue to partner with community-based groups that represent diversity, equity, and inclusion with whom DTPB should be communicating and collaborating regularly

(d) Implement strategic outreach and recruitment to build a more inclusive governance and workforce structure that brings various backgrounds, perspectives, and experiences and fosters a creative environment

(e) Leverage the group sales department to focus on local, domestic, and global DEI opportunities through event creation and acquisition, event participation, sponsorships, and brand partnerships that reflect and support DTPB’s DEIA mission

 Leverage community leaders within tradeshows and sales activities to project The Palm Beaches as a welcoming environment

 Grow room night production and market presence through deployment of sales team to focus on multi-cultural tourism

 Expand the relationship with LGBTQ+ stakeholder organizations to support their mission and to identify marketing strategies for that targeted demographic

 Expand destination reviews and leisure itineraries to incorporate and highlight diverse activities and businesses that attract visitors and group attendees

(f) Implement the key opportunities identified from the employee DEIA survey

 Work with governance committee to increase board diversity

 Promote the use of small, minority-owned and women owned businesses for vendor procurement

ORGANIZATIONAL HIGHLIGHTS FY2023

STRENGTHENED BRAND AWARENESS & MARKETING

 Gained approval and implemented a Success Continuation Plan with 14 new and innovative marketing initiatives.

 Executed Golden Age of Travel brand activation and media blitz in Chicago to promote travel to The Palm Beaches via PBIA with the daily nonstop flights, including VIP event targeting 20+ key media and 100+ key customers in all market segments, resulting in 124.3M+ impressions across paid media, social, PR and digital.

 Deployed international marketing campaign in target markets that included extensive partnership with Brand USA for London and Toronto media takeover, including print, out of home, taxi wraps, tv spots, paid digital and social and PR plans to drive destination awareness.

 Supported 32 community events and supported 8 DEIA events throughout the county in line with key pillars of sustainability, arts, culture and culinary.

 Launched niche campaigns including:

o The Palm Beaches Summer Family campaign with new imagery, video and media placements;

o Shop The Palm Beaches a promotion campaign with a mix of print, out of home, radio, social media, PR and digital advertising;

o Love The Palm Beaches aimed at residents with significant reach across social media, broadcast TV, radio, out of home, direct mail, print, PR and digital display, resulting in 33,665,593 paid media impressions, 260,645 earned media impressions, 6,200+ social media tags, 1.1m impressions generated by influencers.

 Partnered with Palm Beach International Airport (PBI), The Cultural Council for Palm Beach County and The Sports Commission on co-op partnership campaigns promoting new routes and increased nonstop air service, the Ultimate Week of Sports and MOSAIC and The Palm Beaches in Bloom event in NYC, driving significant brand awareness with an integrated marketing plan across PR, social, digital, and traditional media.

 Deployed and internally developed and sourced broadcast television advertising strategy across key northeast fly markets and Florida drive markets, resulting in 70,953,608 impressions.

 Launched “Between the Sessions: A Meetings Industry Podcast,” the first destination-run podcast focusing on the Meetings & Events Industry.

 Activated accessibility program in which the DMO (Destination Marketing Organization) became a Certified Autism Center DTPB worked with strategic partner Wheel the World to complete 30 partner assessments and partnered with Travelability to draft framework for accessibility plan, and identify participating partners, community, staff, and board members.

 Strengthened partnership with Brightline to establish The Palm Beaches as a premier destination for overnight visitation through a highly visible train wrap, refreshed in-station digital signage, ongoing photo activations, participation in key events including 305 Weekend. Staged two custom social media influencer and media FAMs to explore the new Boca Raton station and connection to West Palm Beach and Orlando in partnership with Visit Orlando, plus enhanced media presence in Orlando to drive heightened destination awareness ahead of the new station opening.

 Partnered with VISIT FLORIDA to execute co-op marketing campaigns targeting Florida travel intenders with addressable linear and CTV ads and participated in VISIT FLORIDA co-op PR opportunities such as Canada and NYC media missions and a UK-media based FAM

 Drove record digital presence and engagement achieving:

o 5 MILLION websites users, +113% YoY

o 10.2 MILLION website pageviews, +141% YoY

o 1.2 MILLION website engaged users, +50% YoY.

o 2.3 BILLION digital impressions, +367% YoY

o 12 MILLION ad engagements, +174% YoY

o 10,000 new email contacts

 Launched a completely reimagined website experience with stunning visual appeal, optimized user experience, advanced partner listing integrations with real-time hotel pricing, TripAdvisor reviews, Yelp reviews, OpenTable reservations, and advanced content personalization supported by AI.

 Leveraging proprietary technology, successfully grew hotel demand during needs periods via callto-action focused campaigns, creative, and time sensitive hotel offers.

 Hosted 145 influencers, reaching 20 million followers, generating 4.8 million impressions. 55% of the influencers were DEI focused.

 Increased social media numbers significantly: 717K combined following across 8 platforms (13% YoY increase). Generated 483+ million impressions (8% YoY increase), and 25 million engagements (300% YoY increase).

 Executed 35 top-tier domestic and 9 international media stays, including a group FAM partnership with Visit Rhode Island to highlight the history and beauty of the gilded age, as depicted on the HBO television show, The Gilded Age.

 Increased emphasis on niche coverage to pitch stories that reinforce the destination’s affordability as well as shopping, culinary, and family focus resulting in top-tier coverage including a feature article in The New York Times Sunday travel section.

 Executed 70+ media missions, one on one media appointments domestic virtual and in-person meetings with top-tier national media, including AFAR, The Knot, Good Housekeeping, Domino, and prominent freelancers.

o Media missions increased focus on DEI publications, meeting with outlets including Ebony, Black Enterprise, Essence, Passport, OUT Traveler and more.

 Secured A Taste of the Palm Beaches 5-day partnership at Platform by the James Beard Foundation in NYC to promote top Palm Beach County chefs and restaurants and highlight our elevated culinary scene to media and a foodie NYC audience with this prestigious organization.

 Partnered with VISIT FLORIDA to host a media group of 19 trade media representatives during Huddle Media Group FAM in FY 22-23 to increase awareness of the destination’s long-standing and newly added offerings, such as Brightline, resulting in 25 articles within key trade publications.

 Planned collaborative missions and signature events with Leisure Sales team and reps in Canada, Brazil and UK that brought The Palm Beaches to Toronto, Sao Paulo and London and resulted in 24 one-on-one media appointments and participation from a total of 35 media representatives at the hosted in-market events.

ELEVATE SALES PERFORMANCE

 Forecasted to achieve over 125% of contracted group room nights and to exceed 2019 yearly production.

 Elevated affinity market presence to highlight commitment to a welcoming and accessible environment through strategic partnerships like National Coalition of Black Meeting Planners, LGBTMPA & Social Offset (move to DEI)

 Implemented short-term booking promotion securing over 58,000 in total room night production in the year for the year.

 Leveraged sales missions and trade activities to increase lead production by 57% that resulted in over 1,500 leads impacting future pace.

 Utilized the success of our Destinations Champions program in the creation of Destination Internationals, Intellectual Capital Certificate Training program to secure greater economic impact to all county partners.

 Incorporated community thought leaders into tradeshow activations such as PCMA, Global Meetings Industry Day and Sales Missions highlighting welcoming environments and maximizing client participation.

 Strengthened incentive campaigns with Global Distribution Systems (GDS) to create awareness generating over 65,000 in room night production and $18 Million in revenue.

 Secured over 2 million in impressions through strategic partnerships with the travel trade and educated over 1,500 travel agents on the value of The Palm Beaches as a leisure destination

 Hosted over 250 participants for destination reviews and site inspections exceeding annual goal by over 110%

 Welcomed over 700 customers with Associated Luxury Hotels, Smart Meetings, Prevue Magazine, and Retreat Resources highlighting the Between the Sessions assets of the destination.

 Increased participation through a successful attendance building initiative to influence summer visitation and economic impact to local businesses by hosting The Pink Retreat.

 Created a mobile visitor center to improve visitor experience and expand visitor length of stay.

 Increased international visitation through the expansion of MICE (Meetings, Incentives, Conferences, Events) responsibilities with existing representation firms in Canada, UK, and Mexico

ENSURED ORGANIZATIONAL SUSTAINABILITY

 Collaborated with TDC, Agencies and Palm Beach County to release an RFP for the Tourism Master Plan

 Updated key sections of the Convention Center District Expansion Study for the development of an RFP to develop a second headquarter hotel.

 Implemented a new tool and process to activate the community in identifying need periods and generating short-term demand.

 Expanded the Partnership program offering, leading to a 40% increase in non-contract funding.

 Completed organization-wide employee opinion survey with results affirming strong engagement by staff, pride in the organization and support of the initiatives to achieve our mission/vision

 Formalized an investment policy for non-contract funds to ensure continued growth in support of additional operational initiatives.

IMPROVED ALIGNMENT & COMMUNITY ENGAGEMENT

 Coordinated & executed the first “The Palm Beaches Hospitality & Tourism Job Fair with 44 partners and over 100 applicants.

 Launched the Love the Palm Beaches Savings Pass with over 22 partner offers.

 Collaborated with Palm Beach County Legislative Affairs, FLRA, Destinations Florida, Palm Beach County Chambers of Commerce, and local tourism industry to defeat state proposal to curtail Visit Florida’s scope and tourist development tax funding.

 Hosted XX Educational seminars and XX presentations to Chambers,

DIVERSITY, EQUITY, INCLUSION & ACCESSIBILITY

 Executed the Arts & Tourism Summit: Access for All, providing two-days of educational workshops, panels and networking for the arts and tourism community.

 Expanded membership of the external DEIA Task Force and moved into a new phase as the Community Values Advisory Group.

 Reestablished internal DEIA efforts as the Community Values Committee with updated initiatives

 Completed organization-wide DEIA assessment survey with results affirming significant advancements made in workforce diversity, community representative marketing, and commitment to DEIA initiatives.

 Received official Certified Autism Destination certification with all staff completing accreditation.

Awards

MARKETING

 2023 Event Marketer ‘Ex Awards’ Gold Finalist – Best Event on a Budget “The Golden Age of Travel” New York & Chicago Activations

 Florida Magazine Association Charlie Awards – 2022 Official Visitors Guide – Best Redesign and Silver Award – Best Visitors Publication

 Historical Society of Palm Beach County’s “Judge James R. Knott Historical Contribution Award”Board Member Rick Rose

 Destinations International “Destination Organization Leadership Award in the $10M and Above”

- President & CEO, Jorge Pesquera

 HSMAI “Amazing Legend of the Year” - Jorge Pesquera

 Gold Coast PR Council Bernays Awards “Judges Award”

 Ragan’s CSR & Diversity Award for DEI commitment

 PR Daily’s Top Women in Marketing Awards Class of 2023

o Brand Marketer – Erika Constantine

o Social Media Marketer – Beril Gutierrez

 12 HSMAI Adrian Awards 2022

o A New Leaf Travel + Leisure Print Piece in Public Relations/Communications – FEATURE PLACEMENT PRINT – Consumer Magazine or Newspaper category

o “The Original. The One. The Only.” The Palm Beaches Leisure Campaign in Integrated Campaign – Business to Consumer category

o Family-Friendly Summer Travel in The Palm Beaches in Public Relations/Communications – MARKETING PROGRAM – Consumer category

o Golden Age of Travel in NYC in Public Relations/Communications – SPECIAL EVENT category

o “Between-The-Sessions” The Palm Beaches Groups & Meetings Campaign in the Integrated Campaign – Business to Business category

o Discover The Palm Beaches “Planet + People” Infographic with PCMA in Advertising –Consumer /Group Sales/Travel Trade category

o Travel + Leisure: Younger Travelers Are Flocking To Palm Beach in Public Relations/Communications – FEATURE PLACEMENT ONLINE – Consumer Magazine or Newspaper category

o Elle Escapes: Palm Beach in Public Relations/Communications – FEATURE PLACEMENT ONLINE – Consumer Magazine or Newspaper category

o Epic-curean Success in Public Relations/Communications – Innovation category

o The Palm Beaches Brand Campaign in Public Relations/Communications – RE-LAUNCH OF EXISTING PRODUCT category

o The Palm Beaches Restaurant Month 2022 – Integrated Campaign – Content Marketing category

o “The Original. The One. The Only.” Connected TV Strategy – Integrated Campaign –Business to Consumer category

GROUPS & MEETINGS:

 Smart Meetings 2023 Smart Stars Award – Best DMO

 BizBash Award – Best City to Host an Incentive Program (SITE Classic)

 ANA B2 Silver Award - Integrated Marketing Program: Small to Midsize Business; Between-TheSessions Groups & Meetings Campaign

 ConventionSouth 2022 Readers’ Choice Award Winner (4x Winner)

 Meetings Today Best of Awards – Best South CVB/DMO

 Smart Meetings 20th Annual Platinum Choice Awards

 Smart Meetings 2022 Catalyst Award Winner, Momentum Award – Kelly Cavers

 Cvent Top 50 Cities recognition – Boca Raton

Tourism Trends and Performance in The Palm Beaches

MACRO-ECONOMIC

o Interest rates – continue to increase as FED pursues a reduction in inflation to their target rate of 2%.

o Inflation & prices – 2022 was a year of high inflation and prices, in 2023 the trend has slowed and is expected to normalize moving into 2024.

o 2024 election – increased politicalization of issues may cause some challenges in the consumer mindset and higher cost of advertising that could affect desire to travel to Florida.

o Geopolitical risk – Russia/Ukraine, China/Asia, etc. Add a potential risk to outlook.

o Labor shortages – continues to disrupt service sector, employment at hotels and restaurants has improved dramatically, however cost of living challenges remain adding pressure to retain staff.

TRAVEL AND TOURISM

o Traveler sentiment – has remained high in 2022 and 2023 with little indication of declining.

o Airlift challenges – industry consolidation, scheduling and labor shortages (pilots in particular) adversely affect the number of seats coming into the market.

o Outdoor and nature experiences are becoming less of a focus as Covid era is further behind travelers' minds.

o Increased competition from large urban cities and outbound international markets –Florida may lose market share to other destinations with lower price structures that have not yet recovered.

o Road trips – consumers will continue to embrace road trips to save on travel costs among key budget conscious travel segments.

o Non-traditional accommodations (shared lodging, vacation rentals) have become a substantial portion of tourism economy in terms of room nights and revenue, recent performance has added additional competition among lower prices hotel properties.

o Pent-up demand still remains from international markets despite unfavorable exchange rates due to the strong dollar, similar to the 2021 and 2022 surge seen in domestic travel.

o New Florida residents that have not yet discovered The Palm Beaches is an opportunity to capture more summer travel demand and lure first-time visits with resident offers.

o Travelers are more concerned about environmental sustainability and DEI when selecting a destination.

o Visitation appears to have decreased in certain segments due to travel advisories.

o New experiences, value and service need to be communicated to potential repeat visitors considering other/new travel options.

o Cruising and Caribbean destinations will heavily compete for potential Florida and Palm Beaches visitors.

GROUPS, MEETINGS, EVENTS AND BUSINESS TRAVEL

o Meetings and conventions will continue to recover but there is still a need to increase demand during need periods with weak transient demand.

o Forecast toward greater collaboration with Sports Commission to target “need periods” through strategic booking and incentive strategies

o Group targets will be redefined as the destination product evolves – More corporate and less association events.

o Transient business is expected to grow despite any economic slowdowns, new business in The Palm Beaches also adds to the demand for business travel.

Interest in FL Destinations (Q1 – 2023)

Interested in Visiting The Palm Beaches During the Next Two Years

*Source: MMGY Portrait of the American Traveler Desire to visit The Palm Beaches remains high among strong global competition.

Visitation

Visitation grew 16% to a record 9.2 million visitors in 2022

Out-of-State Domestic Visitation by Quarter

Visitation from core domestic markets remains strong as most of the world has started to recover from the pandemic.

Florida Visitation by Quarter

Visitation from Florida markets has steadily grown over the last year.

International Visitation by Quarter

International visitation has recovered past pre-pandemic levels and is expected to continue to grow.

Hotel Occupancy

Hotel occupancy grew 7.8% in 2022 to 69%, still 5 points from the 2017 record.

Hotel Performance

*Source STR

The first 6 months of 2023 were up 1.2% in occupancy, 2.4% in ADR and 3.7% in RevPAR.

Hotel Room Supply

5 hotels opened in 2020, 2 in 2021 and 1 in 2022 with 5 more expected in 2023.

Total Paid Room Nights

A record 4.68 million hotel and 1.58 million “non-traditional hotel” room nights were sold in 2022

Economic Impact

Tourism generated $10 billion to the local economy in 2022

Spend by Quarter

The Palm Beaches continues to see increased visitor spending.

There were nearly 100,000 Leisure & Hospitality jobs in 2022, restaurants were at record levels while hotels were still down 6% from 2019.

Excitement to Travel

80%+ Strong, 70 – 80% Moderate, Under 70% Low

US traveler sentiment remains high.

Planned Travel (Next 6 Months)

85%+ Strong, 75 – 85% Moderate, Under 75% Low

9 in 10 Americans have at least 1 trip planned in the next 6 months

Domestic Leisure Person Trips

As of June 2023, Tourism Economics is projecting a steady increase in domestic leisure trips.

US Domestic Business Trip Volume

Business travel will continue to slowly recover, making a full recovery by 2025.

International Inbound Forecast

Inbound international travel, which has already reached record levels in The Palm Beaches is expected to continue its growth and recover fully nationally in 2024.

Group Demand Benchmark: US Aggregate

Group business is expected to nearly recover nationally by 2025 while exceeding pre-pandemic levels in The Palm Beache s

FY 2023 ORGANIZATIONAL OBJECTIVES

TO BE REVIEWED AT NEXT STRATEGIC PLANNING SESSION

 Grow annual visitation from 9.2 M in 2022

 Sell more than 4.7 M hotel room nights and 1.7 M shared lodging room nights

 Generate more than $6.9 B in visitor spending generating more than $10 B in economic impact

 Support 100,000 or more leisure & hospitality jobs

 Increase the share of hotel room nights sold in Florida from 3.9%

 Rank first within South Florida in ADR, RevPAR or room night revenue growth at least three months of the year

 Increase the share of tourism spending in Florida from 6.6%

 Increase the group room night contribution of total occupancy from 20%

FY 2024 TDC PERFORMANCE MEASURES

Marketing

 Consumer and Travel Industry database increases to 420,000 records

 Generate 4,000,000 Website Users

 Generate 10,000,000 Social Engagements

 Generate 1,000,000,000 Advertising Impressions - a universal performance measurement in advertising

 Generate 255,000,000 Earned Media Impressions - a universal performance measurement in PR

Sales

 Book 121,000 DTPB only room nights (Hotel Meetings Leads)

 Generate 50,000 Group Level Booked Room Nights Convention Center Shared

 Generate 40,000 Group Level Actual FY Room Nights for Convention Center Shared

 Generate 90 participants in Destination Reviews

 Generate 100 Destination Site participants

Cultural Tourism Marketing Plan Executive Summary

Dear cultural tourism stakeholders, Florida’s tourism industry is soaring. Visitation to Florida recovered to pre-pandemic levels in the third quarter of 2021 and the state had a record 137.4 million visitors in 2022. The state continues to enjoy its top destination status for domestic leisure travelers: 45% of Americans are interested in visiting Florida in the next two years, and cultural activities and experiences remain high priorities for those planning trips.

When looking at historic data, 65% of Florida visitors take part in at least one cultural activity, and these cultural tourists spend more on their trips and stay longer than other visitors. While “bleisure” (mixing business trips with leisure activities) and eco-tourism have been trending for a few years now, the wellness trend and its relationship to the arts is presenting a new opportunity for The Palm Beaches, as tourists say they are seeking improvements to their physical and emotional health. Looking at a study by the Florida Division of Arts & Culture, those who participated in the arts were more likely to rate their mental and physical health positively compared to those who did not participate. Therefore, we predict that cultural tourists will play an integral role in attracting wellness-seeking visitors to our destination.

The Palm Beaches are called Florida’s Cultural Capital® for a reason: the destination is home to outstanding arts and cultural organizations that offer thousands of events annually, generate $633 million in economic impact, and employ over 14,000 people, due in part to the support of the Cultural Council and the leadership of the Tourist Development Council and its board of directors Arts and culture are part of The Palm Beaches’ brand, and set it apart from other travel destinations, especially when looking at these top travel trends in the coming year.

In our FY24 marketing plan, the Cultural Council will be targeting Millennials (now entering their 40s) and the younger Gen Zers as these two groups are leading the growth in niche travel 80% said that a vacation would do wonders for their mental health. They also seek out wellness and one-of-a-kind experiences and seek to immerse themselves in local culture. Baby Boomers also remain an important target audience, as they stay longer, spend more money than other age groups, and continue to flock to Florida as a top-3 domestic destination. Plus, all three generational groups fall into a category that the Council plans to market to heavily: family travelers

As Florida’s Cultural Capital®, The Palm Beaches will have plenty to boast about for the coming season World-premiere performances and productions are being staged, major exhibitions will be opening, and new facilities are breaking ground or being completed. The

destination will be offering inspiring experiences and activities for all ages that cover topics from art and history to science and nature that perfectly complement the destination’s other selling points, such as shopping, dining and, of course, our 47 miles of pristine beaches.

The Cultural Council’s new cultural tourism campaign, “So Much Culture So Little Time,” will inspire new audiences in FY24 through a multifaceted marketing plan designed to attract travelers to the destination in concert with the efforts of the other TDC agencies Some of the highlights include:

1. Optimizing a digital-focused strategy to find balance in driving impressions and highly engaged users; and staying nimble with target audiences by using insights from VISIT FLORIDA, Discover The Palm Beaches, and other TDC agencies to market to the right audiences at the right time.

2. Building on the MOSAIC campaign in its seventh year by engaging a local visual artist to update the creative with new work; refining the media strategy based on travel & tourism climate and learnings from past performance; refining the MOSAIC customer experience and offer redemption process; and growing the Palm Beach County Open Studios event to utilize and promote the incredible talent of local artists as cultural tourism ambassadors.

3. Strategically locating the giant “Shades of Culture” around the county and building partnerships with host cities or attractions to maximize attention and visitor engagement, including Jupiter, Delray Beach, and Palm Beach Gardens

4. Utilizing earned media to reach a goal of 85M+ impressions to promote cultural tourism, which will be achieved by hosting a media reception for travel journalists, freelancers, and social media influencers in New York City in partnership with Palm Beach County cultural organizations, as well as hosting four to six FAM tours for national and drive-market journalists and social media influencers featuring customized and memorable experiences at arts and cultural organizations

5. Publishing the award-winning magazine art&culture three times a year (Fall, Winter, Spring/Summer), featuring behind-the-scenes stories about cultural organizations, performances, and collectors that help build awareness for The Palm Beaches as a world-class destination for arts and culture.

On the grantmaking and advocacy side, the Cultural Council also has a strong plan in FY24 to improve processes, strive for efficiencies, and provide important professional development and support services to Palm Beach County’s cultural sector. Some of the highlights include:

1. Creating and implementing workshops and technical assistance programs to aid organizations in the grant application and submission process, as well as the grant reimbursement process

2. Instituting a bi-annual site visit initiative to monitor grantees and funded activities, as well as to improve information gathering about grantee programs for marketing and communication initiatives

3. Refining and revising interim and final report instruments to provide information on funded projects and programs, as well as metrics to monitor effectiveness and impact of funded projects.

4. Adding enhancements to our co-op advertising strategy to make marketing dollars more effective

5. Building capacity for the cultural sector with quality professional development opportunities through the Institute for Cultural Advancement (ICA) by offering eight to 10 workshops led by locally or regionally recognized speakers; maximizing

attendance capacity; and encouraging audience diversity to incorporate cultural organizations, arts educators, and creative professionals.

Also in FY24, the Cultural Council will continue to promote Diversity, Equity, Inclusion and Accessibility (DEIA) both internally and externally, and will seek out collaboration opportunities among the TDC agencies and the local community with the help of our new Director of Community Engagement Following the Arts & Tourism Summit: Access for All in August 2023, the host partners plan to share case studies and best practices, and the Council will be enthusiastically participating in and promoting the TDC’s new welcome initiative. Other agency collaboration projects will include the Wanderlust Festival, Art Basel and New Wave Art Wknd, and the Ultimate Weeks of Sport.

We are looking forward to the new year and appreciate your continued support and leadership.

Dave Lawrence

Lauren Perry President & CEO AVP of Marketing & Cultural Tourism

Palm Beach County Sports Commission

FY 2024 Marketing Plan Executive Summary

MISSION

Champion Palm Beach County as the ultimate sports tourism destination.

VISION

Establish and develop Palm Beach County as the most diverse global sports destination in Florida.

ABOUT US

The Palm Beach County Sports Commission attracts sporting events and activities to Palm Beach County that enhances occupancy of lodging rooms; maximizes the positive economic impact of these events and activities on Palm Beach County’s economy; increases utilization of County facilities; and promotes the image of Palm Beach County as a sports tourism destination on a national and international level. The Palm Beach County Sports Commission’s visitor acquisition strategy is based on recruiting sports events to The Palm Beaches, which in turn creates visitation from participants and affiliated spectators. From a tourism perspective, sports events are divided into two types of categories: participatory and spectator sports events.

STATE OF THE INDUSTRY

Prior to the COVID-19 pandemic, sports tourism has grown exponentially over the past two decades. The nature of the industry is that it is relatively “immune” to market factors such as troubled economies, war, high unemployment, 9/11, or similar factors. Studies conducted by Sports ETA prior to the pandemic show that the grassroots sports tourism industry is worth over $15 billion and that there are more events today, with more participants competing in those events than ever before.

Projections indicate that the grassroots sports tourism industry (exclusive of mega-events like the Super Bowl, Final Fours, etc.) is growing at a pace of 12-14% per year, with more growth anticipated in the coming decade. Below is a chart outlining the growth of membership organizations within Sports ETA, which is a direct correlation to the growth of the sports tourism industry.

RISE OF SPORTS TOURISM IN THE PALM BEACHES

The Palm Beach County Sports Commission fulfilled its promise of establishing a sports setting that would define The Palm Beaches as one of the predominant stages, in Florida and the entire United States, for the sports event industry. As one of five finalists for “Large Market Sports Commission of the Year”, which is determined by Sports ETA (Events & Tourism Association), the Palm Beach County Sports Commission is viewed as a leading, innovative, resilient, and balanced organization. While we are surrounded by fierce competition within the state, nation, and globe, our Sports Commission continues to manage an event portfolio that outpaces most of the 67 counties in Florida and most destinations in the United States, in terms of the volume and diversity of sports events. Moreover, the number of visitors and overnight accommodations created by amateur and professional events ranks among the best in our state and nation.

ORGANIZATIONAL

OBJECTIVES – SPORTS EVENT DEVELOPMENT

FOSTERING TOURISM DURING PALM BEACH COUNTY’S OFF-SEASON - Sports events, particularly the youth sports travel market, are one the most recession-resistant tourism products in the United States. In Florida, sports travel will create tourism and economic impacts during traditional off-seasons. The Palm Beach County Sports Commission’s primary emphasis centers on developing sports tourism products during the summer, fall, and early winter timeframes, which represents Palm Beach County’s largest demand periods from a hotel occupancy perspective.

• SUMMER SPORTS EMPHASIS - Recruiting and developing events, earmarked for the late spring and summer months (May – September), is a fundamental focus for our Sports Commission. Hotel occupancy rates are traditionally at their lowest during the summer months; therefore, our Sports Commission will prioritize its efforts to enroll events during this period.

• FALL & EARLY WINTER - The fall and early winter (late September to pre-Christmas) represent a “need” time for hotels. Hotel occupancy rates are better than in the summer, although considerably lower than in the season. The Palm Beach County Sports Commission places a high significance on placing tourismgenerating events during this timeframe. In fact, the Sports Commission has won bids to host some of the nation's largest sports tourism prizes during this period When the average temperature for the United States is 40.5 degrees from October – January, the state of Florida has a significant edge with its average temperature of 72 degrees. Our Sports Commission utilizes the climate data as a competitive advantage during the fall & winter months.

FLORIDA DRIVE MARKET - Our Sports Commission will continue its aggressive effort by attracting and hosting statewide events, such as tournaments, competitions, meets, qualifiers, showcases, camps, clinics, and championships to maximize the “Florida drive market.” These events, which are tailored for Florida residents, are often presented by state associations for sports or national organizations with state chapters. Greater weight is placed on these drive market events during times of economic uncertainty.

REGIONAL & NATIONAL SPORTS EVENTS - Events with a regional or national reach create longer lengths of stay, increased visitor spending, and airlift. This past year, our Sports Commission built an event portfolio with a record-setting level of national events. The Sports Commission has developed a strong collection of national events for FY 24

INTERNATIONAL SPORTS TOURISM - In 2023, the Sports Commission developed a collection of international events that would rival any other destination in Florida. The upcoming year of 2024 is an Olympic year, which brings opportunities to host qualifiers, training camps, and events related to the Olympic Games in Paris. Our Sports Commission hosted the first 2024 Olympic Qualifier for gymnastics on August 2-5 with the FIG (Federation of International Gymnastics) World Cup and is currently bidding on more Olympic Qualifiers for The Palm Beaches to host over the next 10 months. Furthermore, the Sports Commission is preparing to host a variety of international events next year, which include tennis, beach tennis, pickleball, baseball, soccer, croquet, equestrian show jumping, endurance sports, and more.

SPORTS IN FOCUS, FY 24

The versatility and variety of facilities, venues, and infrastructure for sports is Palm Beach County’s competitive advantage in terms of developing sports tourism. The changeability of venues combined with the numerous types of public and private facilities that live in The Palm Beaches allow our Sports Commission to program 40+ different types of sports as vehicles to create tourism This is a key characteristic of Palm Beach County’s desirability as a sports destination and its ability to remain in the top five of Florida’s chief sports tourism destinations. While the Sports Commission plans to host over 180 events in FY 23, representing approximately 40 different types of sports, several specific types of sports will be offering promising opportunities of unrivaled tourism.

• BASEBALL - As Florida’s only home to two (2) Major League Baseball (MLB) Spring Training complexes, which accommodate four (4) MLB teams, Palm Beach County is the Spring Training Capital of Florida. The Ballpark of the Palm Beaches and Roger Dean Chevrolet Stadium provide two marquee baseball stadiums and 26-MLB regulation diamonds, over the two sites. These two facilities represent the only two-team MLB Spring Training complexes that reside in Florida. In addition to the MLB Spring Training season, the 26 diamonds and two stadiums present Palm Beach County as Florida’s premier destinations for baseball tournaments and showcases. Last year, the Sports Commission hosted 34 regional, national, and global amateur baseball tournaments, and showcases, which attracted 1,341 teams consisting of nearly 70,000 attendees (players & spectators) while creating 56,002 room nights. The Sports Commission is building a collection of baseball tournaments for FY 24, which should outpace the tourism benefits created in FY 23.

• FOOTBALL - One of America’s favorite sports will have an enormous presence in the upcoming year. Football has always been a cornerstone sport for Palm Beach County’s local community. This coming year, football will play an enormous role in the county’s sports tourism landscape. From celebrating the 10th anniversary of the Boca Raton Bowl to being awarded the largest youth tackle football event taking place in the United States, football will create a significant economic benefit for The Palm Beaches in the fall. Additionally, the Sports Commission is pursuing several regional flag football events for women, national 7v7 tournaments, and exploring the development of an HBC college football game in The Palm Beaches.

• GOLF - Representing Florida’s Golf Capital, it is no surprise our Sports Commission has utilized this sport on a year-round basis to drive visitation and room night generation. Golf is a vehicle to attract leisure visitors seeking to play on courses designed by the greatest architects in the game. Our Sports Commission utilizes the County’s 170+ golf courses to host a variety of golf-related tournaments, both on an amateur and professional level. In FY 23, the Sports Commission hosted 31 golf events, which generated over 22,000 room nights. Golf will always be a cornerstone for sports tourism in The Palm Beaches and a central focus for sports development in FY 24.

Our Sports Commission’s support for professional golf and most importantly, the Children’s Healthcare Charity, Inc., which has provided $68.9 million to Palm Beach County charities, over the last two (2) decades, has never been more vital. The Children’s Healthcare Charity, in partnership with IMG Events, will organize a PGA Tour event in The Palm Beaches for the 22nd consecutive year in 2024. However,

this year’s event is experiencing turbulent times in the world of pro golf The challenges also bring new opportunities for The Palm Beaches, which we must seize. Supporting the PGA Tour’s presence in The Palm Beaches will be a major initiative for FY 24.

• RACQUET SPORTS - Palm Beach County is home to 1,400 tennis courts and an 8,000-seat tennis stadium. Moreover, the number of dedicated pickleball courts in Palm Beach County is growing at an accelerated rate. In fact, the City of Palm Beach Gardens will construct 24 new pickleball courts to bring its total inventory to 40 in 2024. Palm Beach County is currently home to one of the largest USTA junior championships in the nation, 1 of the 67 ATP Tour events across the globe (and 1 of only 2 in Florida), and several USA Pickleball-sanctioned events. Racquet sports are one of the top core competencies for sports development in The Palm Beaches and will be a major tourism driver in FY 24.

• SOCCER (YOUTH, PROFESSIONAL & GLOBAL MARKETS) - Soccer is the most popular sport in the world with 24,472,778 playing the sport in the United States and 265 million participating worldwide. The Palm Beach County Sports Commission positioned soccer as one of the major tourism drivers for the fall and winter. Last fiscal year, the Palm Beach County Sports Commission hosted two of the nation’s predominant soccer events at the Gardens North County District Park, which attracted over 5,000 youth soccer athletes and nearly 9,000 hotel room nights. In FY 24, the Sports Commission will continue its pursuit of regional and national youth soccer tournaments while also focusing on the recruitment of international team training camps, which would take place before Copa America which will take place during the summer of 2024. The Sports Commission is also working directly with FIFA in pursuit of creating a Team Base Camp for the FIFA World Cup in The Palm Beaches.

• LACROSSE - Lacrosse served as one of the largest vehicles for sports tourism, economic impact, and hotel rooms, prior to COVID-19. In the fall of 2020, the Intercollegiate Women’s Lacrosse Coaches Association (IWLCA) President's Cup took place in Palm Beach County (International Polo Club and Village Park). This event brought 460 lacrosse teams, nearly 9,000 high school lacrosse players, 20,000 spectators, and 1,000+ college coaches and recruiters. This event was the largest lacrosse showcase taking place on the globe. The IWLCA Presidents Cup created 14,000+ hotel room nights and $20 million in visitor spending. Participation in lacrosse has mushroomed in numbers of players, schools, and geographically, to become the fastest-growing sport in high schools and colleges. Travel lacrosse teams have also grown at a feverish rate. Our Sports Commission recognizes that building a foundation of lacrosse events will cultivate sports tourism.

• EQUESTRIAN SPORTS - Equestrian sports represent the largest sports tourism product in Palm Beach County. The Winter Equestrian Festival (WEF), which is owned by Global Equestrian Group and organized by Equestrian Sports Productions (ESP), is a 3-month long event that generates more bed tax revenue and economic impact compared to any other annual event in The Palm Beaches. The Winter Equestrian Festival, which takes place at Wellington International, consists of the nation’s premier equestrian showjumping events and is the longest-running and largest equestrian sports event in the world. WEF attracted visitors from all 50 U.S. states and 42 nations in 2023. Our Sports Commission also supported the expansion of the Holiday & Horses Series in the winter and United States Equestrian Federation-

sanctioned events in the spring. Over the last 5 years alone, the Palm Beach County Sports Commission has invested $850,000 into supporting and growing supported Equestrian Sports in The Palm Beaches.

• COLLEGIATE SPORTS - Considering Palm Beach County is home to five (5) universities and colleges, such as Florida Atlantic University (NCAA Division I), Palm Beach Atlantic University (NCAA Division II), Lynn University (NCAA Division II), Keiser University (NAIA) and Palm Beach State College (NJCAA), our Sports Commission will continue to partner with these institutions to pursue conference, regional and national championships. In addition to these events, which represent the peak of college sports events, our Sports Commission will continue the development of other collegiate-related event properties, such as training camps, showcases, invitationals, tournaments, and championships (both on varsity and club levels).

FY 24 represents a critical year for future NCAA Championship events. The NCAA Bid Portal will open in September with hosts and sites being awarded for 88 of the 90 NCAA Championships for the 2026-27 and 2027-28 academic years. Our Sports Commission will visit the NCAA headquarters and bid for several NCAA Regional and National Championships, including but not limited to golf, basketball, and softball.

• SENIOR ATHLETES – A TRENDING MARKET - The nation’s aging population is an incentive to focus on developing and marketing programs and experiences desired by Baby Boomers (generation of those born between 1946 – 1964). The steady increase in individuals with ages 50 to 60+ has been realized in the rising number and percentage of seniors engaging in fitness and sports activities. Strategic marketing and development of sports events that are designed for the baby boomers’ age groups will be a focus.

• INTERNATIONAL SPORTS FEDERATIONS / NATIONAL GOVERNING BODIES - International Sports Federations are global non-governmental organizations recognized by the International Olympic Committee (IOC) as administering one or more sports at the world level. The national governing bodies administering those sports are affiliated to them. There are 40 International Federations that exist under the umbrella of the IOC. International Sports Federations are the ultimate governing body and regulator for its sport. The International Sports Federations (IFs) are responsible for the integrity of their sport on the international level.

EVENT CREATION & EVOLUTION

As an alternative to bidding on events, our Sports Commission has created events and built them from the ground up. Our Sports Commission created the Lou Groza Award, which is a major college football award and acquired ownership of the Palm Beach County Sports Hall of Fame. Our Sports Commission also created and owns the Kids Fitness Festival of The Palm Beaches, which encourages Palm Beach County’s youth to embrace sports. Finally, our Sports Commission developed a national high school basketball invitational that attracts teams from across the nation and creates a tourism impact.

Our Sports Commission has also been a catalyst for event creation without taking ownership. This is accomplished by lending our expertise and support resources, including grant funding to transform a conceptual plan into a live event. This will be a strategy in 2024.

SPORTS MARKETING & COMMUNICATIONS STRATEGIES

Trade shows are a key medium that event owners use to get ideas for destinations in which to host their events. The Palm Beach County Sports Commission will attend the sports travel industry’s most effective conferences, conventions, and tradeshows staged throughout the United States to further its networking, relationshipbuilding, and sales efforts. Traveling and exhibiting at sports industry tradeshows will continue to be a cornerstone of the sports commission’s marketing and business development efforts. In FY 2024, our sports commission will create a more dynamic and engaging booth design. An elevated aesthetic appearance to our booths in combination with updated promotional handouts, an award-winning facility guide, and a sports visitor guide will help The Palm Beaches stand out as a preferred sports tourism destination.

TEAMS (TRAVEL, EVENTS, AND MANAGEMENT IN SPORTS) CONFERENCE + EXPO

The Palm Beach County Sports Commission led a successful bid to bring the 2023 TEAMS Conference + Expo to The Palm Beaches on October 2-5, 2023. Our Sports Commission will kick off the new fiscal year by hosting the world’s leading conference and expo for the sports event industry.

TEAMS 2023 will attract more than 1,000 attendees including CEOs, executive directors, and event managers from sports organizations as well as representatives from sports commissions and convention bureaus, corporate sponsors, event suppliers, and other hospitality industry opinion leaders. For 25 years, TEAMS has helped define the sports event and appointment-based trade show industries. Northstar Travel Group is the owner of this conference and is the leading B-to-B information and marketing solutions company serving all segments of the travel industry.

TEAMS 2023 will be the largest business development effort for FY 24. Palm Beach County will be the center stage for the sports event industry. Our Sports Commission is poised to take advantage of hosting the predominant conference for the sports event landscape.

PALM BEACH COUNTY SPORTS COMMISSION TRADE SHOW BOOTH @ TEAMS 2023 - A trade show display holds immense significance in maximizing the branding impact and success of a destination’s presence at the TEAMS Conference. With ever-evolving trends and dynamic market conditions, a refreshed trade show display ensures that our destination and our Sports Commission stay relevant and competitive. By incorporating the latest design elements, technology advancements, and branding strategies, an updated display creates a visually appealing and engaging environment for attendees. It demonstrates a commitment to innovation, professionalism, and adaptability, capturing the attention of potential customers and leaving a lasting impression.

CREATIVE AGENCY PARTNERSHIP

The Palm Beach County Sports Commission will contract with a creative agency in FY24 to enhance our marketing efforts and elevate its brand presence. A creative agency brings a fresh and innovative perspective, specializing in creating captivating content and developing effective strategies to reach a wider audience. With their expertise in branding, design, and digital marketing, a creative agency can craft compelling campaigns that effectively communicate the unique sports offerings and venues of Palm Beach County. By collaborating with a creative agency, the Sports Commission can tap into a wealth of creative ideas, strategic insights, and industry trends, enabling them to differentiate themselves, attract new sporting events and tournaments, and ultimately maximize the county's sports tourism potential. The agency's creative prowess, coupled with its ability to adapt

to changing market dynamics, makes them an invaluable partner in showcasing Palm Beach County as a premier sports destination.

The Palm Beach County Sports Commission has selected the Zimmerman Agency as the agency of record for FY24. This relationship creates significate synergies as Zimmerman Agency is also the AOR for The Palm Beaches.

CREATIVE AGENCY CAMPAIGN

The Palm Beach County Sports Commission, recognizing the immense potential of sports tourism in The Palm Beaches and the need to enhance the destination’s image, will embark on the creation of a new brand campaign. With a deep understanding of the economic and cultural impact that sports events can have on a community, the commission will seek to position Palm Beach County as a premier sports destination. By developing a cohesive brand campaign, the Sports Commission will aim to attract a diverse range of sporting events, tournaments, and competitions to the area. Through this strategic initiative, the Palm Beach County Sports Commission aspires to solidify its reputation as a leader in hosting successful sports events.

BRAND IDENTITY

The Palm Beach County Sports Commission has recognized the need to update its brand identity, which has remained unchanged since 2009. As the sports landscape continues to evolve and adapt, it is crucial for organizations to reflect these changes in their brand representation. By updating our brand identity, the Palm Beach County Sports Commission aims to stay relevant and maintain a competitive edge in attracting sports events, athletes, and spectators to The Palm Beaches. The new brand identity will not only showcase the sports commission's commitment to excellence but also effectively communicate the vision, values, and offerings to a broader audience. With a refreshed and modernized brand identity, the Palm Beach County Sports Commission is poised to enhance its reputation as a premier destination for sports and position itself as a forward-thinking organization in the sports tourism industry.

The Palm Beach County Sports Commission will continue to promote The Palm Beaches as a premier sports destination through digital and print mediums in leading trade publications, such as Sports Travel

MARKETING

ALIGNMENT WITH TDC AGENCIES - The Palm Beach County Sports Commission recognizes the synergistic power of collaboration and understands the immense value of aligning its marketing efforts with TDC agencies. By combining forces, the entities can leverage their respective strengths to promote the region as a premier sports and tourism destination effectively. Together, the TDC agencies can create a unified, cohesive marketing strategy that showcases the region's vibrant sports scene and its broader appeal as a world-class travel destination.

ULTIMATE WEEKS OF SPORT – FEBRUARY 18-MARCH 3

The FY 24 strategy for the Ultimate Week of Sports will include earned media, public relations, and television coverage, owned media through social media, promotion collateral, website campaigns, and paid media with video production, digital media ads, and social media influencers.

SPORTS FACILITY RESEARCH & ADVISORY

The Palm Beach County Sports Commission is one of the most experienced sports commissions in the nation. This depth of experience comes into play with each new sports tourism opportunity. The Sports Commission is

continually increasing the number of events it hosts on an annual basis. Facility access and development is the most essential element that will determine the future of sports tourism impacts and growth in The Palm Beaches.

Considering that facilities, venues, and infrastructure for sports are the foremost consideration when recruiting, relocating, developing, and hosting a sports event, the Palm Beach County Sports Facility Committee will be an important advisory group.

ATTENDANCE BUILDING

Key spectator-driven sporting events have immense potential in driving tourism. Our Sports Commission will undertake strategic marketing efforts in FY24 to build attendance at these sporting events in Palm Beach County. By actively promoting these events to national and drive market spectators, the commission aims to create awareness and excitement among sports enthusiasts and potential visitors, fostering a vibrant sports culture within the county. Increased attendance not only enhances the overall spectator experience but also generates substantial economic profit. Furthermore, by showcasing Palm Beach County as a premier sports destination, the commission aims to attract future events, boosting tourism and solidifying the county's reputation as a thriving sports hub. Through targeted marketing initiatives, the Palm Beach County Sports Commission is committed to maximizing attendance and ensuring the long-term success of key sporting events in the region.

The Palm Beach County Sports Commission will commission the development of promotional videos to help build attendance and visitation at key sporting events taking place in Palm Beach County.

CHAMPION EQUITY, DIVERSITY, INCLUSION, & ACCESSIBILITY

Diversity is Palm Beach County’s greatest characteristic, and sports are one of the most diverse and inclusive tourism products that exist. People from different races, nationalities, cultures, and beliefs come together to form teams acting as a single unit competing for a common goal. The Palm Beach County Sports Commission will continue its dedication and action toward building a diverse team and growing a tourism economy filled with sports events celebrating diversity, equity, inclusion, and accessibility.

Our Sports Commission must nurture an environment that commemorates diversity and demonstrates that people of every race, ethnicity, gender identity, sexual orientation, religion, age, and capability are embraced. The following events will celebrate and promote diversity in sports: Miracle League All Star Game, Minority Baseball Prospects All-American Game, Florida Shine Classic, and the African American Golfer’s Hall of Fame.