2. MOTION TO APPROVE AGENDA ADDITIONS AND DELETIONS*
Motion to approve the Agenda for November 14, 2024, was made by Jim Mostad and seconded by Davicka Thompson. Motion carried 7-0 with Commissioner Christina Lambert and Deputy Vice Mayor Rob Long absent.
3. MOTION TO APPROVE OCTOBER 11TH TDC MEETING MINUTES*
Motion to approve the October 11, 2024, TDC Meeting Minutes was made by Jim Mostad and seconded by Joseph Fisher. Motion carried 7-0 with Commissioner Christina Lambert and Deputy Vice Mayor Rob Long absent.
4. MOTION TO RECEIVE AND FILE CONSENT ITEMS FOR NOVEMBER 2024*
MARKETING AGENCIES REPORTING
A. DTPB ACTIVITY REPORT*
B. CULTURAL COUNCIL ACTIVITY REPORTS*
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*
Motion to Receive and File Consent Items for November 2024 was made by Jim Bronstien and Seconded by Don Dufresne. Motion carried 7-0 with Commissioner Christina Lambert and Deputy Vice Mayor Rob Long absent.
5. OLD BUSINESS – DISCUSSION ITEMS
A. TDC TOURISM PERFORMANCE METRICS
1. TDC Dashboard Current Month & FY2024 Recap* - Vannette Youyoute & Isami Ayala Collazo a. Bed Tax Collections*
Youyoute
Bed Tax Collection – September 2024 collected in October was $4.3M compared to the same month last year at $3.5M, a 23% increase. Actual September was 22% above Budget and (1%) below the prior year at $4.3M Actual September was 9% higher than 2022. Revenue from nonhotels continues to support bed tax collection
FYTD24 Collections at $87M, were higher than last fiscal year to date at $84M by 3% FYTD collections are 3% above the Approved Budget and 11% higher than 2022 collections
The Rooms sold for September were 329,859, 6% higher than last year. Rooms available for September at 571,680 are 0.1% higher than last year. Hotel Rooms Active today in the county at 19,056
Occupancy for September 2024 was 57.7%, 6% higher than last year. Occupancy for September 2023 was 54.3%. September 2022 was 62%. The average daily rate for September was $165.84, 3% higher than last year, and (3%) below 2022. The Revenue/Available Room for September 024 was $95.69 higher than the prior September 9%.
In September, Hotel Room Net Sales FY24 year over year increased 8% at $52M compared to $48M. Non-hotel room sales FY24 year over year September increased 21% at $14M compared to $11M. Hotel room net sales FYTD 2024 decreased (2%) from $1.15B to &1.17B Non-hotel Room Sales FYTD 2024 increased 16% at $265M compared to $228M. FYTD 2024 Taxable Revenues Fiscal Year over FY2023 increased 1% at $1.41B compared to $1.4B. FYTD 2024 Taxable Revenues Fiscal Year over FY2022 increased 11% at $1.41B compared to $1.3B.
Airport passengers for September 2024 were 492,650 10% higher than in September 2023, and the Total Estimated Seat Capacity is 21% higher than last September 2023 with 631,337 seats. PBI Passenger 12-month rolling is a 10% increase at 8,252,653 over last year.
Leisure & Hospitality Employment for September, 91,500, increased 3% over the same month last year. Accommodation employment is (2%) lower than last year at 10,600 employees. F&B was 2% higher than last year at 59,200 employees. Arts & Entertainment employment is 9% higher than last year at 21,700 employees.
Bronstein Requested updates to be sent to the Board members.
B. MOTION TO APPROVE THE 2025 TDC BOARD MEETING CALENDAR*
Motion to approve the 2025 TDC Board Meeting Calendar was made by Don Dufresne and seconded by Jim Mostad. Motion carried 7-0 with Commissioner Christina Lambert and Deputy Vice Mayor Rob Long absent.
C. PBI UPDATE – Nichole Hughes
1. PBI Report Update* - Nichole Hughes
Hughes
Total passengers for July 2024 was 13.3% higher than 2023. August 2024 was 11.4% higher than last year. And September 2024 was 10% higher than 2023. Seat Capacity for July was 15%, August 10.5% and September 21.4% all higher than 2023. Air Carrier Operations for July was 14.2%, August 11.2%, and September 20.2%, all higher than last year. General Aviation for July was lower than last year by (1.2%), August 2024 was lower than 2023 by (3.7%) and September was lower (8%) than last year. Total Operations for July were 4.7% higher than last year, August was 2.2% higher and September was 1.6% higher than last year.
The nonstop Allegiant flights to Grand Rapids are two times a week starting November 14th, to Cincinnati 2 times resuming on November 21st , and Indianapolis two times weekly resuming on February 13, 2025. Breeze's new flights to New Haven five times start on December 11. To Norfolk two-time weekly starts on February 6, 2025. Delta daily flights resume on November 23rd. Porter to Toronto four times a week starting on November 14th. Frontier to Cincinnati will be weekly starting on December 21st, to Cleveland will be weekly starting on December 21st, and to Chicago O’Hare three times weekly starting on December 18th. Southwest one time weekly starting on January 11, 2025, Buffalo one time weekly starting on February 15, 2025, to Nashville will start daily flights on March 6, 2025, and St. Louis will resume with daily flights on March 6, 2025. Spirit to New York will start daily flights on February 12, 2025. Sun Country Airlines will start flights to Minneapolis on November 27th. And United Airlines will resume daily flights on December 19th and to Washinton-Dulles will resume daily flights on December 19th . Silver Airways has discontinued service to Tallahassee.
Mayor Sachs
Inquired if a letter could be sent to the delegation to encourage other airlines to add a flight to Tallahassee. Maybe an incentive could be provided to airlines agreeing to fly from PBI to Tallahassee.
6.
NEW BUSINESS – DISCUSSION ITEMS
A. RECOMMENDATION FOR APPROVAL PGA TOUR CONTRACT FOR ONE YEAR IN THE AMOUNT OF $1.3M* - Isami Ayala Collazo
Ayala Collazo
Presented the agreement stating that negotiations took place over several months and requesting a recommendation to take the $1.3 M agreement to the BCC.
Bronstien
Questioned the need to spend $1.3M when it is obvious where the tournament is taking place. What are we getting for this amount of money?
Fleming
Explained that PGA is redesigning the tournament experience and adding more VIP options. The Bear Trap and the 18th hole will no longer be two-story structures, but at
ground level, providing better viewing for those with suites. The Bear Trap will also have VIP suites added to it.
Linley
Explained how these suites are used by the Sports Commission to bring potential event owners to the County. We entertain them and can impress upon them the level of service they will receive if they bring their event to Palm Beach County.
Hostettler
What is the benefit report for the incremental amount?
Dufresne
He expressed appreciation for the event but suggested that the funding amount should be reduced. He explained that if the board approves the contract as it currently stands, it will send the wrong message to other events, encouraging them to request similar amounts. The county is going through the Tourism Master Plan, and we need to consider our future needs for building new facilities, as this money may not be available for those purposes.
Nothing is stopping PGA or broadcasters from using “in the Palm Beaches” or referring to where the tournament is located. They do this anyway.
He expressed concern that this wasn’t brought to the board sooner and that last year when the agreement was passed everyone expressed the desire to have more time and options, feeling then that the dollar amount was not worth the ROI.
Requested the PGA Tour Executive Director to provide various package options with different amounts.
Bronstein
Agreed and questioned what additional benefits we were receiving for the additional $100,000 over last year’s contribution of $1.2M.
Mostad
Also, propose a recommendation for a 6-month review of contracts. Agreed with what was being said and added that we want to support this event and recognize its value to the County but also would like to see a presentation next year that includes tiered options that will provide something other than all or none.
Motion for a recommendation for approval of PGA Tour Contract for One-Year in the Amount of $1.3M was made by Jim Bronstien and seconded by Joseph Fisher. Motion carried 6-1-0 with Don Dufresne opposed and Commissioner Christina Lamber and Deputy Vice Mayor Rob Long absent.
Kelly Cavers and Erika Constantine went to the Eudemonia presentation.
Thompson
I attended this event for a couple of days to this event and it was an amazing experience.
Hostetler
Asked for confirmation that, though the event is required by contract to grow over the next two years, our commitment of $500,000 per year does not increase.
Segarra That is correct.
Thompson
Pointed out that according to the contract, the company cannot take the event or a similar event to either Broward or Miami. This means we have that market for this event.
Motion to approve Remaining 2-Year $1M Eudemonia Contract was approved by Don Dufresne and seconded by Jim Mostad. Motion carried 7-0 with Commissioner Christina Lambert and Deputy Vice Mayor Rob Long absent.
2. Update – Milton Segarra
Gustav Weibull went through a presentation of statistics of room occupations for the season.
C. ERM
1. Update – Deb Drum
Ayala Collazo
Debbie Drum leaves for a meeting, Everything is going well.
D. CULTURAL COUNCIL
1. Spanish Arts Exhibition Presentation* - Dave Lawrence
Jonathan Wemette, from Norton Museum of Arts, went over the presentation for the Spanish Art Exhibition
2. Update – Dave Lawrence
E. SPORTS COMMISSION
1. Update – George Linley
Linley
The Sports Commission hosted 213 events in FY2024, representing more than 44 different types of events. In 2019, we held approximately 179 events, which decreased to 112 during the COVID era. Now, in 2024, we have reached 213 events across a variety of sports. These events attracted 1,415,982 sports-related attendees, making up 71% of total visitors. This resulted in 338,317 room nights, meaning that one out of every four room
nights related to sports in 2024 was generated by a new event hosted by our Sports Commission. The data shows 256,369 room nights in 2019 and 222,363 room nights in 2020. With a 32% growth rate between 2019 through 2024.
Two of our main sports events, the Winter Equestrian Festival and MLB Spring Training, generated a significant number of room nights. Specifically, the Winter Equestrian Festival alone accounted for 75,733 room nights, while MLB Spring Training contributed an additional 38,311 room nights, although this figure is not included in the overall data. In total, the number of room nights for FY2024 reached 452,361.
Additionally, 20 sports events were nationally televised, there were 54 site visits to local facilities, and 113 bids were submitted in the pursuit of securing regional, national, and international sports events.
The Sports Tourism Impacts data indicates $83,124,486 in hotel revenue and $4,987,469 in Bed Tax. The Sports Commission’s event portfolio generated a $329,762,300 economic impact for The Palm Beaches.
The Sports Events & Tourism Association (ETA) State of the Industry report identified the top ten states in terms of economic impact generated by sports tourism, with Florida ranking first. Palm Beach County significantly contributed to Florida’s top ranking in sports tourism. Additionally, the Sports Business Journal recognized The Palm Beaches as a Top 5 sports destination. Sports ETA selected us as a finalist for “Sports Commission of the Year.” Furthermore, we experienced a record-setting year for sports tourism in 2024.
F. FILM & TV
1. Update – Michelle Hillery
Michelle
She was featured in a book called Motion Picture Paradise, “A History of Florida’s Film and Television Industry” .
Bronstein
Asked, if there was a way to measure room nights and the economic impact the incoming President Trump will have in PBC.
G. CONVENTION CENTER
1. OVG Venue Management
a. Update - Dave Anderson
Dave Anderson reviewed the presentation for the Watch Party Event at the Palm Beach County Convention Center. This event typically requires six months of preparation, and the Convention Center's event team did an amazing job.
2. OVG Hospitality
b. Update - Kathy Griffin
9. ADJOURNMENT
The next meeting will be on December 12, 2024.
*Attachment included.
4. CONSENT ITEMS
TO: Tourist Development Council
FROM: Milton Segarra, President/CEO
DATE: November 29, 2024
RE: Discover The Palm Beaches Monthly Activity Report November 2024
This report provides an overview of DTPB’s activities in November 2024, highlighting progress toward TDC performance measures. It outlines key trends in owned visitor digital footprint, advertising impressions, social media engagement, and booked room nights during the month.
October 2024 Performance
Overall lodging performance was up in terms of room night revenue to $92.5M (+2.0%) and room nights sold at 535k (+4.0%).
Bed taxes for October are expected to be around $4.3M, up 2%.
The Palm Beaches ranked in the middle of the state due to hurricane activity affecting markets on the west coast with lower room inventories and increased demand from recovery efforts. The multiple storms also affect rates which decreased 1.2%.
Key Lodging Performance Numbers for October
• Room demand
o Hotels: 393k (+5.1%)
o Alt. Lodging: 142k (+0.4%)
o Total Lodging: 535k (+4.0%)
• Room Night Revenue
o Hotels: $76.8M (+3.8%)
o Alt. Lodging: $15.7M (-6.6%)
o Total Lodging: $92.5M (+2.0%)
• Occupancy
o Hotels: 66.5% (+5.3%)
o Alt. Lodging: 50.9% (+2.4%)
o Total Lodging: 63.9% (+5.1%)
• Average Daily Rate (ADR)
o Hotels: $196 (-1.2%)
o Alt. Lodging: $257 (-6.4%)
o Total Lodging: $204 (-2.5%)
• Revenue per Available room (RevPAR)
o Hotels: $130 (+4.0%)
o Alt. Lodging: $131 (-4.1%)
o Total Lodging: $130 (+2.4%)
• Q3-2024 visitation was 2.12M up from 2.07M in Q3-2023 (+2.6%)
o Visitation from Florida declined by 0.8%
o Out-of-State domestic markets grew by 4.3%
o International markets grew 7.6%
• Visitation from core markets was up 2.3%.
• Spending over Q3-2024 was up to $1.41B from $1.38B in Q3-2023 (+2.8%)
o Food & Beverage spending increased by 2.0% to $378M
o Lodging spending increased 3.5% to $462.3M
o Recreation spending increased 7.8% to $247M
o Retail spending increased 3.9% to $210
Discover The Palm Beaches
Monthly Executive Dashboard
Discover The Palm Beaches Monthly Executive Dashboard
Research compiled and published by Discover The Palm Beaches (DTPB), can only be reproduced through expressed written approval from the DTPB Research Department. The underlining methodologies, algorithms, formulas and data used are considered a TRADE SECRET. For questions please contact research@thepalmbeaches.com.
Discover The Palm Beaches Monthly Executive Dashboard
Discover The Palm Beaches Monthly
Executive Dashboard
Definitions:
Hotel Rooms The number of hotel rooms that are available on any day of the week. This number increases as new properties open.
Hotel Room Nights Available The number of hotel rooms multiplied by the number of nights in a given period a room is available to sell, such as a month or week. This number represents the total available hotel lodging capacity for The Palm Beaches.
Hotel Room Nights Sold The number of rooms sold over a given period. This is the total demand for hotel rooms in The Palm Beaches.
Shared Lodging is described as any accommodation other than typical hotels and resorts without front office staffing
Shared Lodging Rooms The number of shared lodging properties multiplied by the number of rooms per property. This number represents all the alternative lodging options competing with hotel rooms.
Shared Lodging Room Nights (RNs) Sold The number of shared lodging listings booked multiplied by the number of nights and number rooms. This is the total demand for alternative lodging options in The Palm Beaches.
Total Room Nights (RNs) Sold– The sum of Hotel Room Nights Sold and Shared Lodging Room Nights Sold. This is the total demand for overnight lodging in The Palm Beaches.
Room Nights (RNs) Market Share-The percentage of hotel room nights sold within the state of Florida. This indicates the size of The Palm Beaches hotel market and relative performance.
Revenue Per Available Room (RevPAR) - Total room revenue divided by the total number of available rooms. See Room Revenue, Rooms Available. Room Revenue/Rooms Available = RevPAR.
Total Lodging Revenue The number of room nights sold multiplied by the average daily rate (ADR)
12 Month Moving Average (12MMA) - The value of any given month is computed by averaging the value of that month and the 11 preceding months. This is used to eliminate seasonality
Rolling 12 Months The sum of the current month and 11 preceding months. This is used to eliminate seasonality
Average Daily Rate (ADR) - A measure of the average rate paid for rooms sold, calculated by dividing room revenue by rooms sold. ADR = Room Revenue/Rooms Sold. This indicates a travelers willingness to pay for lodging in The Palm Beaches
Occupancy Percentage of available rooms sold during a specified time period. Occupancy is calculated by dividing the number of rooms sold by rooms available. Occupancy = Rooms Sold / Rooms Available. This indicates the health of the lodging market in The Palm Beaches
Rank The placement of The Palm Beaches versus 14 Florida markets (Palm Beach, Monroe, Miami-Dade, Broward, Collier, Lee, Sarasota, Pinellas, Hillsborough, Brevard, Volusia, Orlando (Orange/Osceola), Jacksonville (Duval, St. Johns), Panhandle)
Website User The total number of unique individuals accessing ThePalmBeaches.com in a given month. This is a leading indicator of interest and intent to visit The Palm Beaches as a result of DTPB promotional efforts
Research compiled and published by Discover The Palm Beaches (DTPB), can only be reproduced through expressed written approval from the DTPB Research Department. The underlining methodologies, algorithms, formulas and data used are considered a TRADE SECRET. For questions please contact research@thepalmbeaches.com.
DTPB OBJECTIVES 2023 – 2024
Leisure/Consumer
• Generate 1,200,000,000 Advertising Impressions
• Generate 4,200,000 in Website Users (New Metric)
• Increase Consumer and Travel Industry database to 470,000
• Generate 250,000,000 Earned Media Impressions
• Generate 7,500,000 Social Engagements Meetings & Conventions
• Book 175,000 DTPB only room nights (Hotel Meetings Leads)
• Generate 52,500 Group Level Booked Room Nights Convention Center Shared
• Generate 40,000 Group Level Actual FY Room Night for Convention Center Shared
• Generate 95 participants in Destination Reviews
• Generate 105 Destination Site Participants
November 2024
PERFORMANCE DASHBOARD
1 Exceeded annual goal in October 2024 as a result of the Council’s annual New York City media event and subsequent article published in Forbes (UVM: 99,621,955)
2 New performance indicator as of 10/1/24. Previous year totals were not measured. The Council expects to outperform this goal as it was set prior to the establishment of the Artigras Podcast partnership.
HIGHLIGHTS
ADVERTISING
In November, the Council’s Fall/Winter Fly Market campaign targeted audiences in New York, New Jersey, Chicago, Washington D.C., Boston, Philadelphia, Los Angeles, Houston, and Austin, as well as Ottawa, Toronto and Montreal. Cultural tourism ads were placed across digital, print, radio, CTV, and social media platforms, targeting potential travelers and arts lovers from the Gen Z, Millennial, Gen X, and Baby Boomer demographics, as noted in the Council’s FY25 Cultural Tourism Marketing Plan.
On November 15, the Council launched its Flagler Award-winning sub-campaign called “Go Beyond Basel”, which targets Art Basel Miami (Dec. 6-8) and adjacent art fair attendees from national, international, and drive markets. Advertising placements included out-of-home (billboards at MIA and along major roadways, Brightline stations and trains), print (Cultured magazine’s Artists on Artists issue featuring the 2024 Young Artists List) and digital channels (geotargeted mobile display and social media). This year, the campaign’s digital OOH billboards showed messaging in both Spanish and English. Discover The Palm Beaches (DTPB) identified and shared an onsite activation opportunity at the Miami Brightline station, but it was offered to the Council too late in November for timely implementation. The Council’s PR agency of record, Sharp, continued outreach in November to national media and influencers who were planning to be in Miami for the art fairs, inviting them to visit The Palm Beaches (see PR section below for details). The sub-campaign is scheduled to run through December 15.
Work progressed towards the launch of the Council’s next two FY25 sub-campaigns –the Palm Beach County Black Cultural Heritage Trail and MOSAIC (Month of Shows, Art, Ideas and Culture). The official logo for the Trail was selected (shown here) and Push provided a brand kit to the Council containing the logo files, color palette and fonts. Push and the Council worked together to draft layouts for the Trail’s web pages in November using the brand kit, the modern-day photos of each site captured by local artist and photographer, Daniel Fortune, and historic images sourced from such partners as the Historical Society of Palm Beach County and the Boca Raton Historical Society. The web page layouts were in the review phase by the Council team and community partners by the end of the month. Also in November, the Council and Push went through two rounds of feedback to support the MOSAIC 2025 artist Jeanne Martin in her endeavor to create a digital motion graphic depicting Florida’s Cultural Capital®. The Council hopes to receive her final artwork in early December.
HIGHLIGHTS
PARTNER COLLABORATIONS
The Cultural Council continues to support the work around the Tourism Master Plan. In November, the Council hosted Scott Erickson from CSL for a discussion to inform the master plan and CSL’s destination marketing and branding assessment.
The summer-long collaboration between DTPB and the Council on an activation at the wellness event, Eudemonia, held at the Palm Beach County Convention Center on November 1-3, proved to be a success. Local art curator Gaby Viteri (pictured with Council staff and local artists) mounted an interactive art exhibition featuring local creative professionals inside the EXPOSŌME expo near The Palm Beaches stage. Destination branded displays and selfie spots were added to the floor plan by DTPB, who also staffed an information desk. Visitors were able to pick up free cultural destination guides and colored pencil kits branded with our “So Much Culture, So Little Time” logo at the art exhibition and from the Council’s Tradeshow Shades of Culture display
Lagoonfest, an annual event in West Palm Beach which the Council sponsors with DTPB, was held on November 2. Visitors were able to pick up free cultural destination materials and fun giveaways at the Love The Palm Beaches booth as part of another DTPB collaboration.
The ArtiGras Podcast, a partnership with the Palm Beach North Chamber of Commerce and the annual ArtiGras Fine Arts Festival, debuted its sixth episode on November 21. Evan Snow, co-founder of Zero Empty Spaces, joined host and local artist Sarah LaPierre to discuss the South Florida arts scene and the innovative program he launched to empower artists and revitalize communities. Since the launch of the video podcast, there have been approximately 1.28 million views of the first six episodes.
Also in November, the Council renewed its agreement with DTPB to participate in their advertising agreement with Brightline for calendar year 2025. This year, the agreement includes a co-branded email and social media campaign and will once again include the opportunity to co-brand a train wrap during MOSAIC and the summer months.
HIGHLIGHTS
PUBLIC RELATIONS
Top Placements
- November 8, WLRN (UVM: 170,619): “'Portraits of Community' in Palm Beach County Captures Family, Working Class Resilience”
- November 24, My Family Travels (UVM: 3,355): “12 Favorite Family Winter Getaways and Travel Deals”
- November 30, Flamingo Magazine (UVM: 10,121): “What's Happening in Florida this December”
Other Highlighted Placements
- November 14, Florida Weekly (UVM: 81,516, Circ: 10,500 in Palm Beach County): “Growth, Grace, Mortality and Power ”
- November 21, Florida Weekly (UVM: 81,516, Circ: 10,500 in Palm Beach County): “Quintessentially We: The Works of Two Dozen Local Artists Come Together As One”
- November 21, Florida Weekly (UVM: 81,516, Circ: 10,500 in Palm Beach County): “Act I Arts Preview: South Florida's Guide to the Arts - Palm Beach County Edition”
- November 19, Palm Beach Illustrated (UVM: 13,906): “Cultural Council Unveils 'Quintessentially We'”
National Media Outreach
After attending the Council’s New York City media event in October, My Family Travels blog editor and co-founder Kyle McCarthy featured The Palm Beaches in a winter getaway article posted on November 24. The article featured the Norton Museum of Art, Boca Raton Museum of Art, Morikami Museum and Japanese Gardens, and Maltz Jupiter Theatre.
Chicago-based influencer Maria Khan-Zuberi (@mariakhanzuberi, 171K IG) posted content about The Palm Beaches on November 12 following a late October FAM visit, which was secured by Sharp. Maria posted an Instagram Reel and a TikTok video and shared a series of stories highlighting destinations such as Armory Art Center, Henry Morrison Flagler Museum, Morikami Museum, Norton Museum and Busch Wildlife Sanctuary. Her content had generated more than 114,000 impressions by the end of November.
Throughout the month, Sharp continued to cultivate interest in FAM tours to The Palm Beaches, targeting the NYC media event attendees and arts journalists who shared they were going to attend Art Basel Miami. Sharp also participated in the Council’s Marketing Roundtable meeting on November 22 (more details below in the Sector Support section), sharing results from the media event with staff from Palm Beach County cultural organizations and requesting information on upcoming
HIGHLIGHTS
programs and events for a national season preview press release set to be distributed in early December.
Local/Regional Media Outreach
In November, the Council achieved editorial coverage of its new mural, art exhibitions, and other cultural programs by numerous publications across the state, including WLRN, Flamingo magazine, Palm Beach Illustrated and Florida Weekly. The South Florida Times (UVM: 1,737; Circ: 35,000) also covered the Council’s new professional development program, the Arts Administrators of Color Fellowship, which provides training to rising leaders in the arts sector.
SECTOR SUPPORT
As part of our monthly professional development series, the Institute for Cultural Advancement (ICA), the Council hosted a free training session for local arts and cultural organizations called “Bold Brand Breakthrough” on November 19. The session was led by four professionals from DRMTM, a collective that builds bold brands and teaches break-out branding principles exclusively for the arts and culture sector. In addition to the in-person training, attendees were provided with branding worksheets to take back to their organizations and complimentary followup consultations with DRMTM.
On November 22, the Council held a Marketing Roundtable meeting via Zoom for its grantees and other cultural organizations. During the hour-long meeting, the Council shared details on its FY25 cultural tourism marketing and PR campaigns, MOSAIC, the Black Cultural Heritage Trail, and reminded attendees to submit events to its online events calendar and job postings to its online job bank. The Council also provided a brief update on its remaining co-op packages and facilitated networking among the participants.
Also in support of the sector, Council staff attended Lagoonfest in downtown West Palm Beach on November 2 and DTPB’s State of the Tourism Industry program at the Kravis Center on November 7. On November 11, Dave Lawrence presented at the 47th annual Carbonell Awards, one of the nation’s oldest regional arts awards that fosters the artistic growth of professional theater in South Florida, at the Lauderhill Performing Arts Center in Broward County. Council staff members also attended exhibitions, performances, and special events at Norton Museum of Art, Maltz Jupiter Theatre, Boca Raton Museum of Art, Palm Beach Zoo, Mounts Botanical Garden and others.
November Activity Report 2024
Sports Tourism Report
October
1 – November 30, 2024
Room Night Demand
The Palm Beach County Sports Commission’s first two (2) months of FY 25 included a robust collection of regional, national, and global sports events, which generated a significant amount of lodging room nights and visitor spending for The Palm Beaches’ hospitality industry. During the months of October and November, the Sports Commission hosted 40 events, which attracted a projected 134,744 attendees (participants and spectators). This portfolio of sports events generated has a projected room night demand of 39,422.
This number of events and room night demand created for October and November ranks among the best two-month opening regarding sports-related room nights; however, the FY 25 campaign of experienced a drop in room night production compared to the same timeframe in FY 24. In FY 24, the Sports Commission hosted 40 events that generated 50,077 room nights during the opening 60-days of FY 24. The FY 25 room night demand for October and November is 10,655 less compared to the actual room nights created in FY 24, which represents a 21% decrease.
Hurricane Milton Creates Challenges and Cancelations
Hurricane Milton made landfall the night of Wednesday, October 9th, creating disruption for several regional and national sports events in October. Three (3) event rights holders cancelled their events due to Hurricane Milton and four event rights holders rescheduled their events for the following week, providing minimal notice to their participants. Hurricane Milton impacted the following events:
Cancelations:
• Cognizant Classic in The Palm Beaches’ High School Invitational (October 10-11): This event, which was scheduled to take place at PGA National Resort, was cancelled. The event features 200+ high school golfers from across Florida and was expected to generate nearly 200 room nights.
• Commander-in-Chief Cup (October 11-15): This collegiate golf event, which was only in its 2nd year, features United States Military Academy, Naval Academy, and Air Force Academy competing for a trophy at the historic Seminole Golf Club. The event was expected to generate 500+ room nights from the golf teams and travel groups.
• Perfect Game Freshman World Championship (October 10-14): The Perfect Game Freshman World Championship is one of the largest tourism events that takes place in the fall. Last year, this event attracted 106 teams, 6,572 attendees, and 6,262 hotel room nights. Some teams participated in the Perfect Game WWBA World Championships (an event that was rescheduled for a week later due to the hurricane).
Participation Lost:
• Perfect Game WWBA World Championship (October 16-21) – Perfect Game moved their prized event, the Perfect Game WWBA World Championship from October 10-14 to October 16-21. This is one of the largest amateur sports events that takes place in The Palm Beaches, which generated 10,558 room nights in FY24 and achieved 6,759 room nights in FY 25.
• Minority Baseball Prospects All-American Game (October 16) – This national event that includes skills competitions and an All-Star Game for minority baseball players generated 403 room nights last year. This October’s event was rescheduled for a week later due to the Hurricane, resulting in a loss of participant and only 93 room nights.
• Blue Line Hockey - Columbus Day Discovery Showdown (October 10-13) – This ice hockey tournament lost over 50% of their teams due to Hurricane Milton and the room night totals were cut in half.
• World Pickleball Open – The World Pickleball Open experienced a change in dates due to Hurricane Milton. The event lost most of its traveling participants and fielded primarily a local field of athletes, resulting in only 11 room nights.
Performance Indicator
Sports Commission Tourism Impacts: October 1 – November 30, 2024
• 39,422 room night demand
• $8,695,705 in projected hotel revenue (using 2023 ADR for October & November @ $220.58)
• $521,742 in projected bed tax revenues.
Palm Beach County Sports Commission
Sports Tourism Report
October 1 - November 30, 2024
Palm Beach County Sports Commission Sports
October 1 - November 30, 2024
Football Reigns in The Palm Beaches this December
Football represents one of the most rewarding sports events and impactful media products for The Palm Beaches in December. The Palm Beach County Sports Commission assists with the organization of three (3) football-related events, which generates significant tourism impacts and delivers nationally televised broadcasts for Palm Beach County. Over a two-week period, the Palm Beach County Sports Commission will host a college football bowl game and the largest national youth tackle football event in the United States in addition to producing a college football award that is presented to a national audience.
These football events include:
Battle Youth National Championships, December 2-8, 2024, at the Village Park Athletic Complex and Greenview Shores Park in Wellington.
Lou Groza Award Celebration, December 9, at the Kravis Center in West Palm Beach
Boca Raton Bowl, December 20th at FAU Stadium in Boca Raton
Battle Youth National Championships
The Battle Youth National Championships, which represents one of the premier youth tackle football events in the nation, returns to The Palm Beaches from December 2-8, 2024. The Palm Beach County Sports Commission is partnering with the Village of Wellington to host this event at the Village Park Athletic Complex and Greenview Shores Park for the third consecutive year. The Battle Youth National Championships Games (finals) will take place at Wellington Community High School’s football stadium, located within Greenview Shores Park
The Battle Youth National Championships delivers a week of youth tackle football to The Palm Beaches, attracting visitors from more than 30 states. The Battle Youth National Championships is an elite playoff series that was created to provide a platform for non-all-star youth football teams to compete at a national level in a well-organized and professional manner. The Youth National Championships crowns a true “National Champion” at every age level from 6U-14U.
This invitation-only event has two (2) separate divisions of competition. The first division represents the most talented teams throughout the nation and the second division represents the second tier of competitiveness. Teams are guaranteed four (4) games, with the top two (2) teams in each division playing for a championship. Each team in every age group played the “round-robin” format to determine the teams that qualify for the championships.
The Battle Youth National Championships will field just over 100 youth football teams, consisting of more than 3,000 athletes and over 6,000 spectators. In 2023, over 7,500 visiting attendees created 13,547 room nights and $16,034,029 in total economic impact.
Pop Warner is the leading youth football organization, which was founded in 1929, and continues to grow and serve the sport. However, only all-star teams, which are formed after the season, compete on a statewide or national level. The Youth Football Championships (YNC) provides the only platform for youth football teams to compete for a national title.
Lou Groza Award
Created by the Palm Beach County Sports Commission, the Lou Groza Collegiate Place-Kicker Award stands today as the most prestigious award for collegiate kickers. The Lou Groza Award, presented by the Orange Bowl, is given annually to the nation’s top collegiate place-kicker in the NCAA Football Bowl Subdivision (FBS). The recipient is determined by a voting panel that includes NCAA Division I football head coaches, sportswriters, sportscasters, conference representatives, professional kickers, and previous award winners.
The Palm Beach County Sports Commission joins the Augusta Sports Council and the Louisville Sports Commission as the only sports commissions that belong to the National College Football Awards Association (NCFAA) in addition to owning and presenting a major college football award on national television (ESPN).
The Lou Groza Award creates tremendous national exposure for Palm Beach County. The award is featured in national publications and media throughout the United States. The award is mentioned during college football games airing nationally throughout the season and highlighted during the National Football League’s televised games that feature former Groza winners, which creates a level of media for Palm Beach County and its Sports Commission, which cannot be replicated. Over 1 million people watch The Home Depot College Football Award Show on ESPN, which spotlights The Palm Beaches during the Lou Groza Award presentation.
A local celebration is taking place at the West Palm Beach Marriott on December 9th In addition to celebrating the three national collegiate award finalists, we will honor local achievements in football from Palm Beach County High Schools and present awards for Team of the Year, Player of the Year, Place-Kicker of the Year, and Coach of the Year.
Boca Raton Bowl
The Boca Raton celebrated its 10thanniversary last December and the 11th edition of this NCAA Division 1 College Football Bowl Game will take place on Wednesday, December 18, at 5:30pm. The game is televised nationally on ESPN. The participating teams will be determined during the first week of December. Last year, the Boca Raton Bowl featured Syracuse University, representing the Atlantic Coast Conference (ACC) and the University of South Florida, representing the American Athletic Conference (AAC). The Boca Raton Bowl made history hosting a team from the Power 5 conferences for the first time.
Palm Beach County’s bowl game has built an impressive resume over the last decade. In all, six conference champions and another three conference division champions have played in the game. Among the bowl’s alumni who have moved on to the NFL are current New York Jets quarterback Zach Wilson (BYU, 2020), Buffalo Bills running back Devin Singletary (FAU, 2017) and Philadelphia Eagles kicker Jake Elliott (Memphis, 2016).
The Boca Raton Bowl is one of 17 bowl games owned and operated by ESPN Events, a division of ESPN. Since its debut in 2014, this game has generated significant tourism and marketing benefits to The Palm Beaches. College football is one of the richest in media in American sports, only behind the National Football League (NFL). Last year, the Boca Raton Bowl drew a television audience of 1.07 million households. Considering the streaming broadcast and television re-airs, over 2 million households watched the game. If the game was more competitive, the viewership numbers would have been greater (South Florida defeated Syracuse by a score of 45-0). Last year’s attendance was 20,711. The traveling teams and spectators fill thousands of hotel room nights while creating a significant economic impact to Palm Beach County’s hospitality industry.
Events & Operations
Event Support
Boca Raton Bowl
Coordinate details for team luncheon
Finalize plans for beach parties for each team
Finalize transportation plans for when teams are announced
Lou Groza Collegiate Place-Kicker Award
Announce Top-20 National Semifinalists for award
Managing voting process of national voting panel to determine Top-3 Finalists
Finalize details for all aspects of local banquet
Coordinate local kicking clinic
Battle Youth National Championship
Finalize scheduling details with Village of Wellington and Wellington High School
• Sunshine State Open
Finalizing Contract Obligations
• USTA National Men’s 70, 85, 90 Clay Court Championships
• Prospect Wire Florida Fall Classic
• Prospect Select Fall World Series
• Perfect Game Summer Series
• Columbus Day Discovery Showdown
• World Comes to the Palm Beaches
• Perfect Game WWBA World Championship
• USTA Columbus Day Open
• Men’s Senior Baseball League
• International Rush Cup
• I Do Beach Tennis ITF World Tour 2024
• Association of Pickleball Professionals Boca Raton Open
• Delray Beach Pickleball Classic
• Equestrian Holiday & Horses Circuit
• Battle Youth National Championship
• “Little Mo” Internationals in Florida
• Garden of Life Palm Beaches Marathon
• Hardball 360 Fall Tournament
• Delray Beach Riptide Fall Tournaments
• World Pickleball Classic
Sports-Development
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 FY24.
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 25, and below is a breakdown of the development efforts over the past month:
• NCAA Beach Volleyball
o March 11th, 2025
o 2 Teams
o 100 Rooms
o City of Riviera Beach
• Florida Netball Association
o November 23rd & 24th, 2024
o 600 Participants
o 350 Rooms
o Village of Wellington
• Made Hoops Southern Showcase
o January 11th – 12th, 2025 & March 15th – 16th, 2025
o 75 Teams | 750 Players
o 1200 Rooms Nights
o Palm Beach Convention Center
• OTE (Overtime Elite Basketball)
o January 23rd, 2025
o February 4th, 2025
o February 9th, 2025
o February 14th, 2025
o February 15th, 2025
o 15 Teams 150 Players
o 250 Rooms
o Palm Beach State College & Lynn University Sports Development Executive Summary
• Major League Soccer - Chicago Fire Winter Team Training
o January 16th – 25, 2025
o 70 Participants
o 700 Room Nights
o The Gardens North County District Park
• Major League Soccer – Minnesota United FC Winter Team Training
o January 17th – 31, 2025
o 70 Participants
o 700 Room Nights
o The Gardens North County District Park
• Major League Soccer – D.C. United Winter Team Training
o January 31st – February 14th, 2025
o 70 Participants
o 700 Room Nights
o The Gardens North County District Park
• Major League Soccer – Houston Dynamo Winter Team Training
o February 11th - 14th, 2025
o 70 Participants
o 275 Room Nights
o The Gardens North County District Park
• U.S. Soccer U20 National Team Winter Training
o January 11th – 18, 2025
o 40 Participants
o 400 Room Nights
o The Gardens North County District Park
• Palm Beach Grand Prix (Trap & Skeet)
o December 6th – 8, 2024
o 60 Participants
o 250 Room Nights
o Palm Beach County Shooting Sports Complex
• USA Shooting Shotgun Team Selection Spring Series
o January 20th – February 2, 2025
o 230 Participants
o 1,800 Room Nights
o Palm Beach County Shooting Sports Complex
• Major League Soccer – Columbus Crew Winter Team Training
o February 5th - 14th, 2025
o 70 Participants
o 700 Room Nights
o The Gardens North County District Park
• Major League Soccer – Colorado Rapids Winter Team Training
o February 3rd - 14th, 2025
o 70 Participants
o 700 Room Nights
o The Gardens North County District Park
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 24, and below is a breakdown of site visits conducted over the past month:
• November 8th, 2024 | I Do Beach Tennis ITF World Tour BT 200 – Singer Island Beach Front
The I Do Beach Tennis ITF World Tour BT 200 Open Singer Island event took place on the beach and the sand pit courts in Riviera Beach, FL on the Singer Island Beach waterfront area. The event ran from November 1 through November 10, 2024. The World Tour featured 2 different I Do Beach Tennis Tournaments combined into one weekend. The first tournament was the I Do Beach Tennis ITF World Tour 2024 (an ITF B10 Tournament), November 1-3, 2024. Followed by I Do Beach Tennis ITF BT200 World Tour 2024 from November 6-10, 2024. The tournament featured singles, doubles, and mixed doubles competitions for multiple age divisions ranging from U16 for both men and women to over 40 for both men and women. This event utilized more than 20 beach tennis courts throughout its duration.
•
International Rush Cup – Rush Soccer
The International Rush Cup is Rush Soccer’s most elite event. As part of the Rush Cup and Showcase Series, the International Rush Cup brings together some of the best and most unique teams from around the world. Rush Soccer’s Rush Select teams were in attendance as well as other teams from around the country; all hungry to win the gold. From the opening ceremonies to a coaching education event, Rush Soccer was dedicated to making the experience of this event special for all that attended.
The International Rush Cup was open to Elite and Premier level boys & girls ages U13-U19. All teams were guaranteed a minimum of 3 games throughout the weekend. Team check-in occurred Thursday and an opening ceremony also took place Thursday evening at the host facility, with competition taking place Friday, Saturday, and Sunday.
FIFA 2026 World Cup – Team Base Camp Version 2 Brochure
FIFA has released the second wave of potential Team Base Camps in preparation for the FIFA World Cup 26™, offering participating teams a variety of “homes away from home” for the tournament. These hubs will serve as the primary base for teams during the group stage, where they will train, rest and prepare for their matches.
The updated brochure includes 26 new options in cities throughout the United States - such as Boise, Colorado Springs, Columbus, Greensboro, Orlando, Tampa and Tucson - as well as Palm Beach Gardens. This marks a significant expansion, offering a diverse range of facilities across the tournament’s footprint. Host Cities including Houston and New York New Jersey have also added new potential sites, further broadening the options for the national teams that ultimately qualify for the biggest FIFA World Cup™ ever.
The Palm Beach County Sports Commission has been working tirelessly to make sure the Palm Beaches were included in Version 2 of the Team Base Camp brochure and will continue working through the process with FIFA to make sure our world class playing and training facilities are highlighted on this enormous global stage.
Florida Atlantic Thanksgiving Classic – November 29th, 2024
The FAU Women’s Basketball Thanksgiving Tournament took place on November 29-30, 2024, at Abessinio Court at Eleanor R. Baldwin Arena in Boca Raton, FL. The competition featured the Florida Atlantic University Owls, Austin Peay State University, and Manhattan. Over two days of intense action, the teams showcased skill and determination, with FAU Owls delivering strong performances on their home court. The tournament provided fans with thrilling matchups and highlighted the talents of all participating teams, fostering a competitive and celebratory holiday basketball atmosphere. This event reaffirmed the growing prominence of FAU’s women’s basketball program.
Palm Beach County Sports Commission Bid Calendar - FY25
Palm Beach County Sports Commission Bid Calendar - FY25
Palm
Sports
Palm Beach County Sports Commission
Fam Tours with Event Rights Holders
October 1, 2024 - September 30, 2025
Florida Net Ball
Net Ball Classic
of Wellington
Communications-Digital Marketing
Marketing & Promotions
Throughout November, PalmBeachSports.com showcased a series of articles promoting tourism-driving events, attracting significant attention from local and national media. Notable highlights include:
• Palm Beach County Sports Commission’s national basketball invitational
o Eighth Annual Holiday Basketball Classic of the Palm Beaches to Feature National Competition and Local Impact
• Pre-winter equestrian events to boost economic growth
o Holiday & Horses Circuit Set to Boost Palm Beach County Economy Ahead of Winter Equestrian Festival
• Creative agency request for proposal
o The Sports Commission has published an RFP for its advertising agency. The RFP is aimed at helping the Sports Commission finish its new brand campaign and help implement it in the new fiscal year.
• Lou Groza Award announced final three
o The Sports Commission’s national football honor won’t announce its winner until December 12 but the Sports Commission and Lou Groza Award brand have made it into the national spotlight as shown below.
Media Reach and Coverage
These articles, along with other events supported by the Palm Beach County Sports Commission, reached wide audiences through notable media placements, including:
• Yahoo! News
• Sports Illustrated
• The Palm Beach Post Earned Media Value
• The total earned media value for these October events is estimated to be over $810,505 underscoring the impact of the Sports Commission's promotional efforts.
Social Media Statistics
Across all social media platforms that the Palm Beach County Sports Commission operates, these are the performance statistics for the month of October.
Palm Beach County Sports Commission
Marketing Impressions
The Palm Beach County Sports Commission plays a pivotal role in promoting the significance of sports and recreational events in The Palm Beaches, thereby generating substantial marketing impressions. By attracting and hosting a diverse range of sporting events, the Sports Commission not only showcases the vibrant sports culture in Palm Beach County but also brings in athletes, fans, and media attention. These events create a wealth of marketing impressions, capturing the interest and enthusiasm of a broad audience. These impressions extend beyond the sporting events themselves, contributing to the county's economic development through increased tourism, local business exposure, and a boost to The Palm Beaches' reputation as a sporting destination. The Palm Beach County Sports Commission's commitment to showcasing the county's athletic prowess underscores its role in boosting marketing impressions
November 2024 Total Marketing Impressions
Website Impression:
Social Media Impressions:
Advertising Impressions: Earned Media Impressions: 5,100 272,455 4,000 37,036,098
Total Impressions this Period: 37,317,653
Website Impression:
Social Media Impressions:
Advertising Impressions: Earned Media Impressions: 11,000 426,290 9,800 89,725,542
Total Impressions to date: 90,172,632
The Palm Beach County Sports Commission utilizes impression data to refine marketing strategy. By analyzing impressions from various promotional activities and events, insights are gained into which campaigns are resonating most with which target audience. This data-driven approach enables the effective allocation of resources, optimization of messaging, and overall enhancement of promotional efforts to attract more sports visitors to Palm Beach County.
The Golf League, best known as TGL presented by SoFi, is set to revolutionize the game of golf with its highly anticipated inaugural season, launching January 7, 2025. Each match of this made-for-TV event takes place inside the custom-designed SoFi Center in Palm Beach Gardens, combining the best of virtual and real-world golf. Matches are fast-paced and feature PGA TOUR stars competing in a unique arena-style environment that’ll spotlight The Palm Beaches as a premiere live sports production location.
A partnership between Tiger Woods and Rory McIlroy’s TMRW Sports and the PGA TOUR, TGL will air 15 regular season matches primetime on ESPN, ESPN2 and ESPN+. The two-hour matches will unfold with three players from each six-member team competing while fans are immersed in a “greenside” experience similar to courtside at an NBA game. The SoFi Center’s 1,500-seat venue places fans close to the action, enhancing the immersive viewing experience with every shot seen live.
“TGL presented by SoFi represents a giant leap forward in innovation and sports entertainment,” said Rosalyn Durant, ESPN’s Executive Vice President, Programming & Acquisitions. “We’re confident that our viewers are going to enjoy both the competition and unique presentation.” Meanwhile, production crews have been in The Palm Beaches capturing beauty shots of the destination that’ll be featured during the live broadcasts, as well as additional promotional content for the web. See the full schedule on the FTC’s events calendar.
The Palm Beach County Convention Center and surrounding areas, like Howard Park in West Palm Beach, were bustling hubs for media coverage on election night (November 5) ─hosting news correspondents and crews from ABC, CBS, CNN, Eurovision, Fox News, MSNBC, NBC and several other national and international outlets. Reporters were live around-the-clock with upto-the-minute updates and political analysis from the official Republican Party event. In the weeks leading up, crews were already broadcasting daily from the picturesque West Palm Beach Waterfront, connecting global audiences to the region. The media presence underscores Palm Beach County's key presence in politics, fueled by Donald Trump’s local ties. The FTC is here to assist media organizations with production resources, including finding and securing locations. Learn more at pbfilm.com.
Jones Golf Course, at Breakers West Country Club in West Palm Beach hosted TNT’s 10th installment of The Match: Superstars. The televised competition, with simulcasts on MAX and Fubo, took place Nov. 21 and 22, once again highlighting Palm Beach County as a premier destination for televised sports. This event, which featured icons like Bill Murray, Mark Wahlberg, Wayne Gretzky, Charles Barkley, Michael Phelps, and more in a lively 2-vs.-2 scramble format, returned to The Palm Beaches after being at The Park last year. Players were mic’d up, providing fans with behind-thescenes entertainment, while two-time Masters Champion Bubba Watson debuted as an on-course correspondent, adding excitement to the broadcast. The event showcased the region’s blend of luxury and sports appeal, reaffirming The Palm Beaches as the ultimate stage for celebrity-driven competition.
The Breakers Rees
REVOLUTIONIZING GOLF ON ESPN LIVE FROM THE PALM BEACHES
THE MATCH: SUPERSTARS TEE OFF IN WPB
ELECTION NIGHT DRAWS MEDIA TO PBC
THE HITMEN FEATURE FILMS IN PBC
Meta4 Creative Media recently released The Hitmen, an actionpacked crime-comedy film shot on location across central and northern Palm Beach County Produced in collaboration with Alexandra Bello Productions, the film stars Anthony N. Galizia Sr., who co-wrote and directed the film, as “Carlo,” and Danny Klapadoras, who also co-wrote the film, as “Vic.” Alicia Carreno plays “Katharine ‘Kiki’ Carlucci,” and Raffi Russo stars as mob boss Carmine Carlucci. The authenticity and humorous story centers around the mob enforcers whose latest assignment takes a comedic twist when they find themselves caring for Carlucci’s infant son. The red-carpet premiere took place at Silverspot Cinema in Coconut Creek. Stay tuned to the film’s Facebook page for upcoming release updates.
BEACH TENNIS STREAMS TO THOUSANDS
It’s beginning to look a lot like Christmas, with The Palm Beaches on full display! The holiday romcom Christmas Overtime produced by Night Dove Pictures and filmed entirely in Palm Beach County during the 2022 holiday season, has just been released on and Vudu, is coming soon to Prime Video and will premiere on NBC’s Peacock in February. The movie features glowing backdrops of Sandi Holiday Tree along the West Palm Beach waterfront and the Annual Palm Beach Holiday Boat Parade, just to name a few. The FTC worked closely with Director/ Producer Ann Fishman and the film’s production team to issue permits, coordinate off-duty police details, and ensure a smooth production experience. Beyond the screen, the production invigorated the local economy and utilized the area’s talented film crews. Read the FTC’s full press release and get a taste of holiday magic by watching the trailer here
SUPERCAR WEEK CELEBRATES 15 YEARS
Palm Beach County recently hosted the ITF Beach Tennis 200, bringing world-class beach tennis action to Riviera Beach. Players from around the world competed in one of the largest tournaments in the U.S. The week-long tournament generated impressive engagement, with 250,000 views across social media channels. Instagram reels attracted 225,000 views, while 25,000 views came from 14 live streams on YouTube
Event organizers Michelle Bos and Armando Ghinaglia were thrilled with the turnout, saying, “Hosting beach tennis events in Palm Beach County has been truly special. The energy and support from the local community, combined with the beautiful setting, create a perfect backdrop for our tournaments.” A team of 10 local staff members spearheaded the competition logistics, coordinating everything from event setup and logistics to media coverage. To catch a glimpse of the livestreams, click here.
SuperCar Week returns to Palm Beach County Jan. 4-12, bringing excitement that culminates with a Grand Finale on the West Palm Beach waterfront. On Jan. 12, Flagler Drive will transform into a milelong cityscape, with a projected 100,000 attendees and news stations from across South Florida and beyond. The 15th anniversary celebration features events throughout the County, including Boca Raton, Delray Beach, Wellington and Jupiter, with highlights like the SuperCar HorsePower vehicle exhibition at the National Polo Center Palm Beach. Featured on Drive The Palm Beaches with host Kat Redner on The Palm Beaches TV, SuperCar Week underscores the region’s reputation as a premier destination for travel and entertainment. To learn more about this film-friendly event, including details and how to purchase tickets, click here
NEW EPISODES OF TRAVELS AND TRADITIONS HIGHLIGHT HISTORY, HERITAGE & DESSERTS
Two brand-new episodes of Travels and Traditions recently premiered on PBS and are now available ondemand on The Palm Beaches TV! In “The Story of Morikami,” Burt Wolf explores the Morikami Museum and Japanese Gardens, a cultural treasure in Delray Beach. Through stunning gardens inspired by Japanese history and the legacy of early Yamato Colony settlers, Burt reveals how this iconic destination continues to inspire visitors with its blend of nature, art, and history. In “Just Desserts,” Burt and Nicholas Wolf dive into the sweetest spots in The Palm Beaches. From Bistro’s chocolate soufflé Lucky Shuck Oyster Bar and Taphouse’s and key lime pie in Jupiter, to Ukrainian honey cake at Tequesta Table and a classic Indian dessert called gulab jamun at Ela Curry and Cocktails in Palm Beach Gardens, they savor the region’s most buzzworthy confections. Delray Beach’s The Wine Room Kitchen & Bar offers decadent cheesecake, while The House in West PalmBeach delivers a tres leches cake that’s worth the trip.
CHRISTMAS OVERTIME NOW STREAMING
FOCUS ON FILM
KRAVIS CENTERS HOSTS CIRQUE DREAMS
The dazzling, family-friendly holiday spectacular Cirque Dreams Holidaze will light up the Raymond F. Kravis Center for the Performing Arts with 10 showings from Dec. 19-24. Produced by VStar Entertainment, the Broadway-style production wraps festive storytelling around high-energy circus acts, with a vibrant fusion of music, dance and acrobatics. Audiences will be immersed in holiday magic as a fantastic cast of storybook characters leaps to life. Tickets can be purchased here. As a premier venue, the Kravis Center elevates Palm Beach County as a world-class travel destination by hosting renowned arts and events yearround. Tune into a special episode of PBTV NOW featuring guest host Dana Munson Director of Marketing for the Kravis, premiering on Tuesday, December 17 at 12:00 noon on The Palm Beaches TV YouTube channel, to learn more about the upcoming 2025 performance season.
WINTER WONDERLAND AT THE BEN
The Ben’s luxury hotel brings a “Winter Wonderland” experience to West Palm Beach with South Florida’s first and only outdoor ice-skating rink. Skaters ages three and up will be able to enjoy the pop-up rink from Nov. 2, 2024 through March 1, 2025. Guests can skate in 90-minute sessions and enjoy holiday treats like hot cocoa and winterinspired goodies. The experience is open daily with various themed events, family activities, and VIP options. Tickets include skate rentals and are $20 for adults, $10 for children (411), and free for kids under 3. For more information or to purchase tickets, head here. Stay tuned! The seasonal event will be featured on The Palm Beaches TV, Palm Beach County’s official tourism TV channel, with segment spotlights on two brand-new series coming in 2025 called Kids Quest of The Palm Beaches and FinQuest Outdoor Adventures
IMAGINE THE FUTURE AT 2025 SF FAIR
The South Florida Fair, an iconic family-friendly community event for over a century, is set to come back for another year of fun and excitement in 2025 with the theme “Imagine the Future.”
Taking place January 17 through February 2, get ready to embark on an incredible journey through 15 interactive exhibits, exploring how the ideas and concepts of science fiction could become reality. The Palm Beach County Film & Television Commission is a proud partner of the South Florida Fair, which has also been featured in The Palm Beaches TV original programs Passport to The Palm Beaches’ “Fun at the Fair and Friendship” episode and Little Wonders of The Palm Beaches’ “Wet and Wild” episode With plans underway to spotlight the personalities and programming of The Palm Beaches TV again, check out last year’s video recap of The Palm Beaches TV Theater Immersive Underwater Experience See you at the fair!
RISING STAR IN FILM, VIDEO & NEW MEDIA
Alexis Linda Oteng-Amponsah shines as an emerging talent in Florida’s film community. As a student filmmaker at Florida Atlantic University, she is set to graduate with honors, earning a B.A. in Multimedia Studies and Communication. Since joining FAU’s Owl TV, Alexis quickly rose to Station Manager.
“There is so much to love and experience within this area. I’ve met so many diverse, hard-working people, and I feel Palm Beach County is a place where creativity, community and fun is embedded within its culture,” Oteng-Amponsah said.
FAU named Oteng-Amponsah the “Outstanding Student in Film, Video and New Media.” She plans to pursue a master’s degree in directing or screenwriting. She channels her passion through her podcast, ChickFlicks, and her short film, Death of the Party, which she co-directed and starred in.
LIGHTS, CAMERA, AWARDS! THE PALM BEACHES TV CELEBRATES THREE DAVEY WINS
We’re thrilled to announce that The Palm Beaches TV (PBTV) has won three prestigious accolades at The 20th Annual Davey Awards, recognizing outstanding creativity and storytelling in television production! The Palm Beaches TV Watch Party, a weekly YouTube webisode series hosted by Theo Dorsey (now re-branded as The Palm Beaches TV NOW) snagged silver in the "Online Advertising & Marketing - Video Campaign” category, while Day Tripping in The Palm Beaches – produced by Jetsetter Films and hosted by Cindy Hing, took home silver in the “Online Film & Video - Travel & Tourism” category for the “Palm Beach International Airport and West Palm Beach” episode. Kitty Lundan and Pop Star Productions secured silver in the “Campaign & Series - Travel & Tourism” category for What's Poppin' PBC?. These awards celebrate PBTV's commitment to showcasing the best of Palm Beach County, Florida. Congratulations to all of these amazing PBTV productions! Be sure to check out all of the award-winning work at ThePalmBeaches.TV 24/7 on demand.
Marley & Me (2008), directed by David Frankel, is a heartwarming comedy-drama starring Owen Wilson and Jennifer Aniston as John and Jenny Grogan, a couple navigating life’s ups and downs with their rambunctious Labrador retriever, Marley. Several scenes were filmed in Palm Beach County. With Location Manager Sam Tedesco and Key Assistant Location Manager Susanne Ragnarsson leading the local team, they we able to secure the Flagler Memorial Bridge and a local home in West Palm Beach as the Grogan’s residence. The FTC helped facilitate needed permits throughout the production process. While many locals were hired during the production, no less than 22 dogs were cast as Marley. The production was a commercial success and grossed $247 million worldwide against a $60 million budget.
LOCATION SPOTLIGHT HOLIDAY BACKDROPS
EDUCATION CORNER
The Palm Beaches offer a tropical twist on the holiday season with unique events and stunning visuals perfect for your next film. In Jupiter, the Holiday Lights Boat Parade dazzles with Zambelli fireworks and festive boats, featured in the recently released holiday rom-com Christmas Overtime
The waterfront in West Palm Beach transforms with Holiday in Paradise, home to Sandi, a 35-foot, 700-ton sand tree and Ferris, a glowing 50-foot Ferris wheel. Just a short walk away is The Ben hotel, featuring South Florida’s only outdoor ice-skating rink with real ice.
CityPlace enchants with lighted date palms and nightly snowfalls under the illuminated Wishing Tree for Instagram-able imagery in every direction.
At the Palm Beach Zoo, 23 acres are dressed up with a million bulbs to celebrate Zoo Lights and magical “snow” showers make the season special.
In Delray Beach, a 100 foot walk-through Christmas tree and charming Holiday Village offer carousel rides and street fair vibes. These cinematic backdrops blend holiday lights and wonder with festive tropical flair. Find more holiday backdrops by searching here.
SEMINOLE RIDGE TRIUMPHED AT FSPA
Students from Seminole Ridge Television Academy showcased their talents, earning recognition at the Florida Scholastic Press Association’s (FSPA) District 7 Fall Workshop in early November. The students competed against several other high school media programs and returned with an impressive eight awards.
With “on-the-spot” style competitions, Seminole Ridge students placed in three of five categories. Given only 3.5 hours to plan, shoot and edit, they rose to the challenge. First in “Edit-to-theBeat Recap” went to Brooke Voiret, Jasmine Andino, Taylor Shipp and Peyton Teman. Second in “Mini-Package” went to Rachel Hunter, Savannah Mazzeo, Emma Schulte and Cienna Collado. Third in “Commercial” was earned by Lilian Amiryan, Tyler Berryhill,Carter Wright and MagdalineMoorman.
A month prior, five videos submitted received the esteemed “AllFlorida” designation – FSPA’s highest honor. Standout winners included work from Rachel Hunter, Lilian Amiryan, Reagan Bresnahan, Heath Wood, Mason Contessa, Joshua Thawe, Jeremiah Francoeur, Tyler Berryhill, Jordan Lewis, Shayla Stillwaggon,Liam Ishizaki, and Madison Phillips.
Now, the students look forward to preparing for the intense contests at the Student Television Network National Convention in Tampa, taking place March 1-4.
Production Activity Report
For October 2024
Variance Explanations
Percentage change variances of ± 10% in performance statistics are explained in this section.
1. Hotel Room Nights: The 22% Year-to-Date (YTD) increase in hotel room nights has been boosted by a few largerproductionsthattookplaceinMarchandApril2024,highlightingthesustaineduseoflocalaccommodations by visiting production crews.
2. Total Productions: The 14% Year-to-Date (YTD) increase underscores continued growth in this area, driven by enhanced strategies for tracking and collecting data on non-permitted productions, which have risen 57% YTD. Conversely, permitted productions experiences an 11% YTD decline. This is a continuation of the prior month’s decline, influenced by recent unpredictable weather patterns during hurricane season and a nationwide decrease in entertainment industryjobs as reportedbytheWrap in an October2024 article.Despitethesesetbacks, preliminary data shows a stabilization in permitted productions in November.
3. Total Leads: The 39% Year-to-Date (YTD) growth in this area reflects the success of deliberate and focused outreach initiatives coupled with our sponsorship programs. FTC staff has prioritized delivering customized and strategic location recommendations for projects associated with the FTC’s sponsorship programs, which includes programming for The Palm Beaches TV and WFLX’s South Florida Daily. These efforts not only generate new production business but also reinforce the region's position as a premier filming destination, contributing to the overall economic impact of production activities in The Palm Beaches.
4. Lead Responses: A 41% increase in Lead Responses coincides with the rise in Total Leads.
5.LeadConversions:The183%Year-to-Date(YTD)increaseunderscorestheeffectivenessoftheFTC'sstrategic approach to managing production leads. Staff’s efforts remain highly focused on identifying and targeting projects with strong potential for conversion into tangible production and business opportunities within Palm Beach County. These efforts have effectively doubled the lead conversion rate. So far this year the FTC has converted 60% of leads into business, an increase of 100% over last year’s 33% conversion rate.
6. Website Unique Visitors: The substantial 77% increase in unique visitors highlights the success of the FTC’s strategic marketing initiatives in generating significant traffic to the website. This growth is primarily attributed to targeted and focused digital marketing campaigns promoting pbfilm.com and thepalmbeaches.tv
October 2024 Permits & Shot No Permits
October 2024 Production Companies & Support Services
REVENUE
EXPENSES
REVENUE
EXPENSES
Palm Beach Convention Center
FINANCIAL OPERATIONS ANALYSIS REPORT-PRIOR YEAR COMPARISON For the One Month Ending October 2024
TDC Marketing Report – December 2024
Social Media
Social Media Followers
Facebook - 8,838 (October) to 8,852 (November)
Instagram - 3,480 (October) to 3,568 (November)
LinkedIn - 976 (October) to 1,023 (November)
Facebook Monthly Total
Post Engagements - 2,497 (October) to 23,627 (November)
Page Likes - 10 (October) to 18 (November)
LinkedIn
Profile Views - 67 (October) to 63 (November)
Engagements - 62 (October) to 115 (November)
Impressions - 2,715 (October) to 3,703 (November))
Connections - 664 (October) to 704 (November)
Engagement Overview
Placer AI
Trump campaign to host election night watch party in West Palm Beach, Florida - WPBF [google.com] WPBF It will take place at the Palm Beach County Convention Center, located at 650 Okeechobee Blvd
inSIGHT Through Education presents Hate Ends Now Cattle Car exhibit - Sun Sentinel [google.com] Sun Sentinel ... Palm Beach County Convention Center. Participants at this fundraising event will explore fashion, have lunch and engage in card play while
Trump Campaign to Host Vibrant Election Night Watch Party in West Palm Beach - Hoodline [google.com] Hoodline Palm Beach County Convention Center. In a recent announcement, the campaign revealed their plans to rally supporters and watch the election
24 of Palm Beach County's top outdoor fests and festivities of the 2024-25 season [google.com]
The Palm Beach Post The Palm Beach Show, Palm Beach Convention Center. Also known as the 'Palm Beach Jewelry, Art & Antique Show' this event is considered one of the
Charlie Kirk Gets Into Altercation at DNC [google.com]
MSN Palm Beach Convention Center on July 26, 2024 in West Palm Beach, Florida. Kirk posted a video of an altercation with Young Democrats of Georgia
Trump to hold election night watch party at the Palm Beach County Convention Center
The Palm Beach Post The selection of the West Palm Beach facility marks a change as previous watch parties in 2022 and Super Tuesday took place at Trump's Palm Beach
Trump campaign to host election night watch party in West Palm Beach, Florida - WPBF WPBF It will take place at the Palm Beach County Convention Center, located at 650 Okeechobee Blvd.
Trump campaign to host Election Night watch party in West Palm Beach - CBS12 CBS12 Stay tuned for more details about the upcoming event. Comment bubble. BE THE FIRST TO COMMENT. Find more ways to stay up to date with your latest
Trump's election night party to be at Palm Beach Convention Center - Washington Examiner Washington Examiner Trump will hold his election night party on Nov. 5 at the Palm Beach County Convention Center in Florida, the campaign announced Monday.
'Security is going to be at its highest level': What to expect ahead of Trump campaign watch party WPBF An expert in federal security says security will be at its highest level when Republican presidential nominee Donald J. Trump is set to attend his
Trump to hold election night watch party at the Palm Beach County Convention Center AOL.com Polls show a tight race nationally, and in the seven battleground states critical for the former president and Vice President Kamala Harris, his
'Security is going to be at its highest level': What to expect ahead of Trump campaign watch party
YouTube 'Security is going to be at its highest level': What to expect ahead of Trump campaign watch party Subscribe to WPBF on YouTube now for more:
"Greatest political movement": Trump addresses supporters on Election Night - Axios [google.com] Axios Republican presidential candidate former President Trump speaks during an election night event at the West Palm Beach Convention Center in West
Enthusiastic Donald Trump supporters gather at West Palm Beach convention center for watch party [google.com]
YouTube Enthusiastic Donald Trump supporters gather at West Palm Beach convention center for watch party. 619 views · 12 hours ago ...more
Enthusiastic Donald Trump supporters gather at West Palm Beach convention center for watch party [google.com]
West Palm Beach police give update on traffic near Palm Beach County Convention Center [google.com] WPBF Donald Trump, the Republican presidential nominee, is holding a watch party at the Palm Beach County Convention center on Tuesday night. Stay up
Scenes from Election Night across America - November 6, 2024 | Reuters [google.com]
Reuters 2024 U.S. Presidential Election Night, at Palm Beach County Convention Center, in West Palm. [1/37]. Donald Trump takes the stage to address Scenes from Election Night across America - November 6, 2024 | Reuters [google.com] - Reuters
West Palm Beach police give update on traffic near Palm Beach County Convention Center [google.com] YouTube West Palm Beach police give update on traffic near Palm Beach County Convention Center Subscribe to WPBF on YouTube now for more:
WATCH: Trump speaks to supporters in West Palm Beach after winning Pennsylvania - PBS [google.com] PBS Most of the important people in Trump's personal and political life joined him on stage at the Palm Beach Convention Center. Former first lady
Trump West Palm Beach watch party doors open | FOX 5 News - YouTube [google.com]
YouTube Palm Beach Convention Center in Florida. Subscribe to FOX 5 Atlanta!: https://bit.ly/3vpFpcm [bit.ly] Watch FOX 5 Atlanta Live: https://www.fox5atlanta.com [fox5atlanta.com]
'It's nice to win,' Trump tells Republicans in Washington | ABS-CBN News [google.com] ABS-CBN News West Palm Beach Convention Center in West Palm Beach, Florida, on November 6, 2024. Jim Watson, AFPWASHINGTON US President-elect Donald Trump
Trump's Victory Was a Triumph for America's 'Boring Psycho' Elites - Rolling Stone [google.com]
Rolling Stone West Palm Beach convention center, listening to a decrepit, openly racist game-show host feeling himself on election night. One look at Trump and
Union-Bulletin.com ... West Palm Beach Convention Center in West Palm Beach, Florida, on Nov ... West Palm Beach Convention Center in West Palm Beach, Florida, on Nov
FILE PHOTO: 2024 U.S. Presidential Election Night, at Palm Beach County Convention ... [google.com] Colorado Springs Gazette FILE PHOTO: 2024 U.S. Presidential Election Night, at Palm Beach County Convention Center, in West Palm Beach, Florida · Popular · Online Poll · Sign Up
US criminal, civil authorities probing Polymarket, source says - Reuters [google.com] Reuters2024 U.S. Presidential Election Night, at Palm Beach County Convention Center, in West Palm ... Palm Beach County Convention Center,... Purchase
What questions do you have before Trump returns to the White House? | CNN Politics [google.com] CNN President-elect Donald Trump emerges to speak at the Palm Beach County Convention Center in West Palm Beach, Florida, on November 6, 2024. Will
Here's who Trump has picked as cabinet members and key advisers - OPB [google.com] Oregon Public Broadcasting Sen. Marco Rubio (R-FL) speaks before the arrival of former president Donald Trump at the Club 47 group in the Palm Beach Convention Center on June 14
Republicans win 218 U.S. House seats, giving Donald Trump and the party control of government [google.com] HYY Palm Beach Convention Center, Wednesday, Nov. 6, 2024, in West Palm Beach, Fla. (AP Photo/Evan Vucci). Republicans have won enough seats to control
Analyzing Trump's cabinet picks so far. And, Biden's intimate view of the White House - NPR [google.com] NPR ... Palm Beach Convention Center on Nov. 6, in West Palm Beach, Fla. Chip Somodevilla/Getty Images hide caption. toggle caption. Chip Somodevilla/Getty
Trump Celebrates Victory: 'The American People Have Given Us an Unprecedented and ... - MSN [google.com] MSN Donald Trump took the stage at the West Palm Beach Convention Center in the early morning hours Wednesday to boast of the powerful mandate of
Surprise at Donald Trump's victory is because expectations were managed by liberal media [google.com] Yorkshire Post ... Donald Trump
Unearthed footage of Barron Trump speaking with mom's accent spread like wildfire ... - Fox News [google.com] Fox News Trump's victory speech. Former President Trump, Melania Trump and Barron Trump during an election night event at the West Palm Beach Convention Center
Trump administration plans to roll back Biden's stricter fuel-efficiency standards | Reuters [google.com] Reuters Palm Beach County Convention Center in West Palm Beach, Florida, U.S., November 6, 2024. REUTERS/Brian Snyder/File Photo. [1/2]Republican
Trump feuded with NFL players in his first term. Now, some are busting out his dance moves [google.com] Times Union Palm Beach County Convention Center during an election night watch party, Wednesday, Nov. 6, 2024, in West Palm Beach, Fla.Lynne Sladky/AP. Show
The size of Donald Trump's 2024 election victory, explained in 5 charts | PBS News [google.com] PBS 2024 U.S. Presidential Election Night, at Palm Beach County Convention Center, in West Palm. By . Louis Jacobson, PolitiFact Louis Jacobson
Trump threatens sweeping new tariffs on Mexico, Canada and China | whas11.com [google.com] WHAS11 Palm Beach Convention Center, Nov. 6, 2024, in West Palm Beach, Fla.(AP Photo/Evan Vucci). Nation World. Trump threatens to impose sweeping new
How Trump's plans for mass deportations would affect Houston's economy [google.com] Houston Chronicle Republican presidential nominee former President Donald Trump arrives to speak during an election night event at the Palm Beach Convention Center on
Friday's letters: Trump inauguration bash? Fix health care, instead | Edmonton Journal [google.com] Edmonton Journal Palm Beach Convention Center, Wednesday, Nov. 6, 2024, in West Palm Beach, Fla. Evan Vucci/AP Photo. Article content. I typically don't express my
DEFINITE Room Rental by Month - FY 2025
November 2024 Project Status Report
Department of Environmental Resources Management
Tour with Commissioner Woodward : Commissioner Woodward joined ERM staff for a half-day tour of the active construction at Bonefish Cove, ERM’s newest Lake Worth Lagoon restoration project While onsite, staff viewed the transport and placement of sand via barge and excavator The sand, sourced from the Florida Inland Navigation District’s Dredge Material Management Area at Peanut Island, is being beneficially reused to construct two mangrove islands and create seagrass habitat It will also be the foundation for oyster reefs that will be built later with limestone rock Staff then toured Snook Islands Natural Area and Tarpon Cove for a glimpse of what Bonefish Cove will look like when completed.
LAKE OSBORNE REPLANTING PROJECT
Lake Worth Lagoon Estuary Exploration: An exciting outdoor field trip was offered to middle and high school students at Title I schools in Palm Beach County (PBC). Visit Palm Beach (VPB) partnered with PBC-ERM and the School District of Palm Beach County to offer a “floating science classroom” excursion aboard the Hakuna Matata, a VPB-owned catamaran, to discover and explore the Lake Worth Lagoon! Students were immersed in the lagoon’s history, habitat restoration and island building projects, as well as investigated the diverse plants and animals that call Lake Worth Lagoon their home Students disembarked with an understanding of how they may impact the lagoon and were inspired to become our future stewards of this aquatic treasure.
Beach County Acquires Additional Lands in Palm Beach Heights: PBC has acquired three additional parcels in Palm Beach Heights These parcels total nearly 11 acres in size and consist of valuable native habitat. PBC now owns just under 380 acres, and all but one of the parcels that front Beeline Highway.
Lake Osborne Replanting Project: ERM staff are tasked with managing exotic aquatic vegetation in the Osborne Chain of Lakes in partnership with the Florida Fish and Wildlife Conservation Commission (FWC) Staff consult with FWC’s aquatic, fisheries and invasive plant management teams when planning vegetation management The planting project was funded through an FWC grant that awarded $35,000 for replanting Lake Osborne during 2024. Planting occurred in May, and monitoring data shows that many replanting sites have high plant survivorship into November
Palm Beach County Board of County Commissioners
Maria G. Marino, Mayor, Sara Baxter, Vice Mayor, Gregg K. Weiss, Joel Flores, Marci Woodward, Maria Sachs, Bobby Powell, Jr.
TOUR WITH COMMISSIONER WOODWARD
Palm
LAKE WORTH LAGOON ESTUARY EXPLORATION
Manatee Season Kickoff: November marks the start of manatee season in Florida, which runs from November 15th to March 31st . ERM staff held a Manatee Season Kick-off Meeting for representatives from the 9 local law enforcement agencies involved in the Palm Beach County Manatee Law Enforcement Program This program provides funding for overtime hours for officers to patrol manatee speed zones, educate boaters, and issue verbal warnings or written citations for violations.
ReeFLorida Symposium: ERM staff participated in the ReeFLorida Symposium held at the Philip and Patricia Frost Museum of Science in Miami, Florida The symposium is an annual gathering of researchers, conservationists, educators and managers focused on improving the health of Florida’s Coral Reef and hosts more than 200 people. ERM was invited to speak on a panel featuring key government representatives involved in reef conservation in Southeast Florida Topics on the panel ranged from permitting challenges to successful local partnerships and led to exciting conversations regarding how this community can collaborate more effectively in the future.
Apple Snail Monitoring: ERM staff collaborated with the Avian Research Conservation Institute and the Palm Beach Zoo on apple snail monitoring in the Loxahatchee Slough Natural Area. This was part of an effort to assess the density of snails needed to support snail kites in snail kite habitat throughout the state. The data collected during this event showed higher apple snail density than the last monitoring event in 2020, and was on the high end of the density data range statewide
MANATEE SEASON KICKOFF
Site Steward Appreciation Event: ERM staff celebrated the Natural Areas Site Steward volunteers with an appreciation event The Site Stewards were treated to breakfast and awarded certificates of service in recognition of their efforts to monitor and report concerns within PBC Natural Areas They also received a guided swamp buggy ride through the Pond Cypress Natural Area. Stewards are important assets to the Department in helping to support the mission of protecting the natural areas in PBC
Adventure Awaits: Register NOW for a FREE event at PBCERM.EVENTBRITE.COM!
UPCOMING ERM EVENTS
• December 6: LAKE OSBORNE SHORELINE CLEANUP at Lake Osborne
• December 8: OFF THE BEATEN TRACK at Acreage Pines Natural Area
• December 11: LET’S GO EXPLORE POLLINATORS AND NATIVE PLANTS at North Jupiter Flatwoods
• December 12: TRASH AND INVASIVE PLANT REMOVAL at Lantana Scrub Natural Area
• December 13: TRASH AND INVASIVE PLANT REMOVAL at North Jupiter Flatwoods Natural Area
• December 14: 4 MILE TRAIL RUN at Royal Palm Beach Pines Natural Area
• December 14: BIRDING WITHOUT BINOX at Pondhawk Natural Area
• December 14: TREES OF PALM BEACH COUNTY at Delray Oaks Natural Area
• December 17: JOIN THE WANDERING WILDFLOWER CREW at Hypoluxo Scrub Natural Area
• December 18: SCRUB CLEANUP at Rosemary Scrub Natural Area
• December 31: WINDING WATERS CLEANUP AND SUNSET at Winding Waters Natural Area
Palm Beach County Board of County Commissioners
Maria G. Marino, Mayor, Sara Baxter, Vice Mayor, Gregg K. Weiss, Joel Flores, Marci Woodward, Maria Sachs, Bobby Powell, Jr.
PALM BEACH INTERNATIONAL AIRPORT
TRAFFIC
REPORT for the period ended October 2024
(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 for the period ended October 2024
Airline
PALM BEACH INTERNATIONAL AIRPORT
TRAFFIC REPORT
for the period ended October 2024
Change in Enplanements by Airline
AIRPORTS COUNCIL INTERNATIONAL
Monthly Airport Traffic Statistics
West Palm Beach, Florida, United States of America Palm Beach International Airport for the period ended October 2024
Per FAA Tower ** In metric tons as required by ACI reporting standards includes Mail plus Freight
Topic: TDC Dashboard December Report–Activity October and FYTD 2024
Bed Tax Collections:
October 2024 collected in November @ $5.5M compared to the same month last year @ 5M, an increase of 9%. Actual October was 8% above Budget and 27% above the prior month @ $4.3M. Actual October was 1% higher than 2023. Revenue from non-hotels continue to support Bed Tax Collection.
FYTD 2025 Collections @ $9.8M, were higher than last fiscal year to date $8.6M by 15%. Fiscal Year to Date collections @ $9.8M is 14% above the Approved Budget. FYTD 2025 collections of $9.8M, 4% higher than FYTD 2023 collections.
Highlights Key Room Metrics:
Rooms Sold for October
5% Higher than Last Year Rooms Available for October
- Flat compared to Last Year Hotel Rooms Active Today in the County 19,055
Occupancy October 2024
Occupancy October 2023
Hotel Room Net Sales FY25 Year over Year October
Hotel Room Sales FY25 Year over Year October
5% Higher than Last Year
(1%) Lower than Last Year; (3%) below 2022
Higher than the prior October by 4%
2% @ $73M vs $71M
11% @ $15M vs $13M Hotel Room Net Sales FYTD 2025
4% @ $125M vs $120M Non- Hotel Room Sales FYTD 2025
FYTD 2025 Taxable Revenues Fiscal Year over FY2024
16% @ $29M vs $25M
6% @ $154M vs $145M
FYTD 2025 Taxable Revenues Fiscal Year over FY2023 Decreased (2%) @ $154M vs $156M
Palm Beach International Traffic: Total Passengers October 2024
Estimated Seat Capacity
PBI Passengers 12 Month Rolling
2% Higher than October 2024
3% Higher than October 2024
9% Increase from last year same period
Leisure & Hospitality Employment for Oct. 92,300 .3% Higher than the same month last year Hotel Employment 10,700 (2%) Lower than last year F&B 58,700 (3%) Lower than last year Arts & Entertainment 22,900 10% Higher than last year
Tourist Development Council Dashboard
Current Month 2024 vs. 2023 Month
Net Rental Revenue
$100,000,000
$75,000,000
$50,000,000
$25,000,000
October 2024 Net Hotel Sales increased 2% over Last Year Non-Hotel Sales increased 11% over Last Year
Gross Monthly Room Nights Sold
5.A.1
Monthly Gross Bed Taxes Collections (All)
November Collections for October 2024 increased 9% over Last Year. Over last Month increased 27%; 8% above Budget
October 2024 Hotel Room Nights Sold increased 6% over the same month Last Year. October 2024 Hotel Room Nights Available for Sale remain flat YOY. 19,055 Rooms Open.
October 2024 Hotel Room Nights Sold decreased (1%) over October 2022.
PBIA Passengers
Gross Bed Taxes Collections (All)
November Collections for October 2024 were 1% above October 2022 and 9% above October 2023.
October 2024 Hotel Room Nights Available for Sale increased 3% over October 2022. 19,055 Rooms Open.
PBI Estimated Seats
October 2024 Passengers through PBI increased 15% over October 2022 for the same month October 2024 Est. Seat Capacity at PBI increased 26% over October 2022
Tourist Development Council Dashboard Fiscal Year
$180,000,000
$160,000,000
$140,000,000
$120,000,000
$100,000,000
$80,000,000
$60,000,000
$40,000,000
$20,000,000
$12,000,000
$10,000,000
$8,000,000
$6,000,000
$4,000,000
$2,000,000
COUNTY
GROSS COLLECTIONS
FEB (MAR)
NET COLLECTIONS
PALM BEACH TOURISM MASTER PLAN
STAKEHOLDER ENGAGEMENT REPORT
NOVEMBER 26, 2024
Conversations with 180+ Stakeholders (complete list in the Appendix) for the Tourism Master Plan project took place in 6 locations throughout Palm Beach County and online during the first half of October 2024.
In general, these conversations suggested that for Palm Beach County to realize its full tourism potential, the master plan must address a number of critical issues outlined below while capitalizing on the many opportunities available to the industry and the community.
Stakeholders told CSL that the county must strike a balance between enhancing tourism infrastructure, promoting sustainability, and ensuring that tourism growth benefits all residents equitably. They reported that by focusing on cultural integration, transportation connectivity, housing affordability, and environmental conservation, the tourism sector can thrive, offering a rich, diverse, and sustainable experience for visitors and locals alike.
Before reporting on the individual issues and opportunities, this document discusses the concept of “Overtourism”, a new concept in the tourism taxonomy, that stakeholders directly and indirectly raised as a key issue for Palm Beach County tourism.
OVERTOURISM AS AN EMERGING ISSUE IN PALM BEACH COUNTY
Stakeholders suggested that “Overtourism” is becoming an emerging concern in Palm Beach County as rapid growth in tourism threatens to outpace the infrastructure and resources available to accommodate both visitors and residents. Overtourism, which refers to a situation where the volume of tourists begins to negatively affect the quality of life for residents, the environment, and the tourists’ own experiences, is an issue that many world-renowned destinations face as they gain popularity. Stakeholders reported that in Palm Beach County, the combination of increased development, high levels of seasonal visitors, and underinvestment in key infrastructure has raised red flags about the sustainability of tourism growth. Multiple discussions with stakeholders highlight the challenges and pressures caused by this rapid tourism increase
STRAIN ON INFRASTRUCTURE AND TRANSPORTATION
Stakeholders reported that one of the key indicators of overtourism in Palm Beach County is the growing strain on infrastructure, particularly transportation. With a significant influx of visitors, both seasonal residents (like snowbirds) and tourists, local infrastructure is being overburdened. Public transportation remains underdeveloped, with limited options to connect key tourist destinations, leading to increased traffic congestion and environmental pressures. The high cost of transportation options like Brightline and the limited reach of Tri-Rail further exacerbate the problem This makes access to major attractions and city centers difficult, contributing to gridlock during peak tourist seasons
The stakeholder discussions also highlighted ongoing concerns about parking shortages, especially near beach parks, which are frequented by both tourists and residents Efforts to develop alternative transportation options, such as trolleys and other public transit systems, are critical in addressing the rising demand for access to popular destinations
HOUSING AFFORDABILITY AND WORKFORCE CHALLENGES
Stakeholders reported that, as tourism continues to grow, housing affordability has become a critical issue for workers in the tourism and hospitality sectors. The rising cost of living, driven by high demand for short-term rentals (such as Airbnb) and housing for seasonal visitors, has pushed workers further away from their places of employment. This displacement increases commute times and makes it harder for businesses to retain and attract qualified workers, particularly in industries that are vital to the tourism economy. The stakeholder discussions highlighted this challenge, noting that many tourism workers now live in neighboring counties due to unaffordable housing in Palm Beach County.
Additionally, the increasing popularity of alternative accommodations like short-term rentals has driven up housing prices, further exacerbating the affordability crisis. This has resulted in concerns about the displacement of long-time residents and the overall sustainability of tourism-driven economic growth.
ENVIRONMENTAL DEGRADATION
Another key aspect of overtourism discussed with stakeholders is its impact on the environment, particularly in sensitive areas like beaches and natural parks. The frequent use of beaches by both locals and tourists places a heavy burden on natural resources. Beach erosion is a growing concern, with replenishment efforts being costly and often delayed due to bureaucratic hurdles and funding shortages. Furthermore, stakeholders reported that the county has been promoting ecotourism initiatives, but there is still a lack of connection between existing eco-tourism opportunities and the broader tourist market. As a result, while there is potential for environmentally sustainable tourism, the infrastructure to support these activities is underdeveloped
The stakeholder discussions also mentioned that public parks and natural attractions are facing significant wear and tear due to the high volume of visitors There are ongoing efforts to develop linked trail systems and better connect natural areas, but without sufficient investment in these initiatives, the county risks damaging the very resources that attract visitors
BALANCING DEVELOPMENT AND LOCAL NEEDS
Stakeholders reported that the rapid growth of tourism-related development has raised concerns about maintaining the character and authenticity of Palm Beach County In key areas like Clematis Street, rising rent prices and a shift toward large storefronts have made it difficult for small businesses and cultural institutions to thrive
Stakeholders highlighted the need for more inclusive and equitable development, especially in underdeveloped regions like Belle Glade and Pahokee, where tourism infrastructure remains lacking These areas offer rich agricultural and natural landscapes, but the lack of accommodations and access has prevented them from becoming fully integrated into the county’s tourism offerings
Furthermore, stakeholders emphasized the importance of engaging local communities in tourism planning to avoid the negative impacts of overtourism Residents have expressed concerns about rising costs, declining quality of life, and the environmental toll of unchecked growth. Stakeholders suggested that developing a comprehensive tourism master plan that prioritizes both sustainable growth and the needs of residents is essential to mitigating the risks associated with overtourism.
OTHER EXTERNAL FACTORS
Finally, in addition to the surge in visitors, stakeholders reported that external factors like the influx of new residents and robust economic and business development have further increased demand on Palm Beach County’s infrastructure The area has seen a significant rise in population, driven by individuals relocating to Florida, particularly during and after the COVID-19 pandemic, as well as the growing appeal of Palm Beach County as a business hub. Companies like Google and other major firms have moved into the area, bringing more employees, which adds pressure on roads, public transportation, housing, and public services. Stakeholders suggested that this convergence of tourism growth, new residents, and business expansion has strained infrastructure that was originally designed to accommodate a smaller, more seasonal population. As a result, roads are more congested, public amenities are overburdened, and the cost of housing and living has risen, impacting both residents and the tourism workforce. This rapid growth highlights the urgent need for comprehensive infrastructure planning to address the combined pressures of overtourism, population growth, and economic development
TAKING ACTION
Last, stakeholders reported that Palm Beach County is at a critical juncture in its development, facing multiple challenges as both tourism and economic development growth continue to accelerate. Key issues, including strained infrastructure, housing affordability, environmental degradation, and the need for balanced development, suggest that the county must take proactive steps to ensure that growth does not come at the expense of local communities and the environment By investing in sustainable infrastructure, promoting equitable development across all regions, and ensuring that growth benefits both visitors and residents alike, Palm Beach County can avoid the pitfalls of other important places and maintain its reputation as a world-class destination
IMPORTANT STAKEHOLDER ISSUES AND OPPORTUNITIES
Following is an overview of important issues and opportunities that Stakeholders suggested be considered for greater focus in the development of the Palm Beach County Tourism Master Plan:
ISSUES
1. State Funding Cuts for Arts and Culture
Stakeholders reported that the $3.1 million loss in state funding due to budget cuts has created significant challenges for over 400 arts organizations in Palm Beach County. This funding was crucial for many smaller institutions that relied on state support for their day-to-day operations, programming, and community outreach efforts Without these funds, these organizations are now forced to reduce the scale of their programming, delay or cancel events, and seek alternative forms of revenue, including private donations and corporate sponsorships For smaller organizations, which often lack the donor networks and staff to launch large-scale fundraising campaigns, this creates operational instability
The long-term implications of these cuts could affect not only the cultural vibrancy of the region but also the broader tourism landscape Arts and culture are key draws for tourists, and diminished programming could reduce the county's ability to attract visitors interested in cultural tourism Moreover, community engagement through arts programs, particularly those serving underrepresented communities, may also suffer as these organizations struggle to maintain their current offerings
To address this challenge, stakeholders suggested that increased advocacy is needed to restore state funding or find new financial strategies Potential solutions include forming partnerships with private sector entities, expanding grant-making programs, or even developing public-private collaboration models that allow businesses to support cultural initiatives in exchange for recognition and tax benefits. Stakeholders suggested that advocacy at both the state and local levels will also be crucial to securing future funding for the arts and ensuring that the cultural sector can continue to grow and thrive.
2. Housing Affordability and Workforce Challenges
Stakeholders reported that housing affordability has emerged as a critical issue in Palm Beach County, especially for those working in the arts and tourism sectors. Rising housing costs have made it increasingly difficult for these workers to live near their places of employment, forcing many to move farther away, increasing their commute times and reducing their quality of life. They said that this challenge is particularly acute for the creative workforce artists, museum staff, performers, and hospitality workers who often earn modest incomes and are disproportionately affected by the high cost of living.
Further, stakeholders reported that this issue directly affects the retention and recruitment of the workforce necessary to sustain the arts, culture, and tourism industries If workers are unable to afford housing in or near their places of employment, businesses in these sectors may face ongoing staff shortages and higher turnover rates, which can reduce service quality and visitor satisfaction. As a result, tourism offerings may suffer, as there will be fewer people available to deliver the experiences that attract visitors to Palm Beach County.
Stakeholders offered potential solutions including exploring affordable housing initiatives such as mixed-use developments that offer affordable units alongside market-rate housing. Public-private partnerships could be instrumental in addressing this issue, incentivizing developers to include affordable housing in new projects. Additionally, partnerships with housing authorities and nonprofit organizations that focus on housing issues could help provide more accessible housing options for those in the tourism and arts industries. Stakeholders said that these efforts would not only help retain essential workers but also ensure that Palm Beach County remains a vibrant, livable community for all
3. Infrastructure and Transportation
Stakeholders reported that Infrastructure and transportation are critical to the growth of tourism in Palm Beach County, but the region has faced numerous delays in essential infrastructure projects due to funding shortfalls and recession impacts Public transportation, in particular, remains underdeveloped, making it difficult for tourists to access key areas, including the county's rural and natural attractions Without adequate transportation options, many of these areas remain undervisited, with tourism concentrated in central zones like West Palm Beach and Boca Raton
Stakeholders reported that this lack of transportation infrastructure limits the potential for tourism growth in outlying areas such as the Western communities, which have rich ecotourism and cultural assets For Palm Beach County to fully capitalize on its tourism potential, especially in ecotourism and rural tourism, a more robust and comprehensive transportation network is necessary Enhanced public transportation options such as shuttles, expanded bus routes, and potentially rail connections to key destinations would help disperse tourism across the county, reducing pressure on central tourism hubs and increasing visitor traffic to less-developed areas.
They said that investments in road improvements, as well as transportation alternatives such as electric vehicle shuttles or bike-share programs, could also help alleviate congestion in popular areas while improving accessibility to remote destinations. Developing a long-term transportation plan that addresses these issues will be essential for supporting sustainable tourism growth and ensuring that all areas of the county benefit from tourism dollars.
4. Disparity in Tourism Development
Stakeholders suggested that Palm Beach County faces a significant disparity in tourism development, with well-known coastal cities like West Palm Beach and Boca Raton enjoying thriving tourism infrastructure, while the Western communities, such as Belle Glade and Pahokee, remain underdeveloped. These Western areas, despite their rich agricultural landscapes and ecotourism potential, lack the necessary infrastructure to support a robust tourism industry. The absence of hotels, restaurants, and other visitor amenities makes it difficult for these communities to attract and retain tourists.
Stakeholders said that this uneven distribution of tourism development not only limits the overall appeal of Palm Beach County as a diverse destination but also perpetuates economic inequality between regions. While coastal cities continue to benefit from tourism-driven growth, the Western communities are missing out on potential economic gains that could come from increased tourism activity. For example, birdwatching, agricultural tours, and outdoor adventure activities are all viable tourism offerings in these areas but are currently underutilized due to a lack of infrastructure.
Stakeholders suggested that addressing this disparity requires a targeted development strategy that invests in the infrastructure needed to support tourism in the Western communities. This could include public investment in hotels, campgrounds, and restaurants, as well as marketing efforts aimed at promoting these regions as ecotourism and adventure tourism destinations. Encouraging private-sector investment through tax incentives or public-private partnerships could also help spur growth in these underserved areas
5. Challenges in Connecting Trail Systems and Attractions
Stakeholders said that Palm Beach County has numerous natural attractions and outdoor activities that could draw tourists interested in ecotourism and active travel, but the county's trail systems are poorly connected, limiting their potential as a comprehensive tourism draw Many of the trails in the county are isolated and not part of a cohesive network, which prevents visitors from easily moving between different natural areas and attractions This issue is compounded by bureaucratic and funding challenges that have delayed the creation of a regional trail network
Stakeholders suggested that a well-connected trail system would significantly enhance the county's appeal to hikers, cyclists, and outdoor enthusiasts by providing seamless access to its diverse landscapes, from coastal areas to the Everglades For example, linking trails from Jonathan Dickinson State Park to Broward County’s Treetops Park would create a continuous trail system that could attract regional, national, and even international visitors looking for extended outdoor experiences.
Stakeholders suggested that to overcome these challenges, Palm Beach County could develop a regional trail map and work on inter-agency coordination to streamline the development of trail connections Securing additional funding through state or federal grants, as well as partnerships with environmental and outdoor recreation organizations, could help accelerate the completion of these projects. A more connected trail system would also create opportunities for local businesses that cater to outdoor tourism, such as bike rental shops, cafes, and eco-lodges, further enhancing the economic impact of these efforts.
6. Arts and Cultural Integration with Tourism
Stakeholders reported that despite Palm Beach County being recognized as Florida’s cultural capital, there is a notable disconnect between the arts and tourism sectors. Many cultural events, museums, performances, and festivals are not being effectively promoted to tourists, which results in missed opportunities to attract visitors interested in culture-driven travel. Cultural assets, such as the Norton Museum of Art, Kravis Center for the Performing Arts, and various local festivals, have the potential to draw a diverse range of tourists, yet insufficient integration with the tourism industry limits their visibility.
They suggested that a lack of coordinated marketing between tourism agencies and arts organizations exacerbates this issue. Arts and cultural organizations often operate independently of the broader tourism ecosystem, resulting in fragmented promotion and reduced overall impact. This gap not only affects visitor numbers but also reduces the economic contributions that arts tourism could bring to the region. Cultural tourists tend to stay longer and spend more on experiences such as dining, lodging, and shopping, further underscoring the importance of better integrating arts into the tourism strategy
Stakeholders suggested that to address this, a more coordinated marketing strategy that highlights the county’s cultural offerings is needed Partnerships between arts organizations and travel agencies, hotels, and tour operators could help promote cultural experiences as part of vacation packages Additionally, developing tourism-focused programming, such as museum tours, art festivals, or performance series, could provide attractive options for visitors Enhancing the visibility of cultural events through digital marketing, social media campaigns, and collaborations with tourism influencers would also help bridge the gap between the arts and tourism sectors
7. Environmental and Ecotourism Potential Underdeveloped
Stakeholders suggested that Palm Beach County’s unique ecosystems, including the Everglades, Loxahatchee River, and numerous natural preserves, present untapped opportunities for expanding ecotourism Ecotourism, which focuses on nature-based activities like birdwatching, kayaking, hiking, and wildlife observation, is a growing sector globally However, stakeholders indicated that the county has yet to fully capitalize on its natural assets The lack of necessary infrastructure, such as eco-lodges, visitor centers, guided tour services, and adequate marketing, has limited the growth of ecotourism in the region.
For instance, stakeholders suggested that the Everglades one of the most unique ecosystems in the world offers a wide array of ecotourism possibilities but is under-marketed as a prime destination for nature enthusiasts Furthermore, the Loxahatchee River, the only federally designated Wild and Scenic River in Florida, has significant potential for eco-activities such as canoeing and wildlife tours but lacks the necessary visitor amenities to attract long-term stays.
Stakeholders suggested that collaboration with environmental organizations like the Audubon Society, Everglades Foundation, and other conservation groups could help create eco-conscious tourism experiences while ensuring that environmental preservation remains a top priority. Strategic investments in eco-friendly infrastructure, such as solar-powered lodges, boardwalks for wildlife observation, and electric boat tours, could also help position Palm Beach County as a premier destination for sustainable tourism. They said, improved marketing efforts that promote ecotourism to domestic and international visitors through online platforms, eco-travel blogs, and social media would boost awareness and attract eco-conscious travelers.
8. Sustainability and Diversity, Equity, and Inclusion (DEI)
Stakeholders suggested that as tourism in Palm Beach County continues to grow, the issues of sustainability and diversity, equity, and inclusion (DEI) have become increasingly important. Sustainable tourism ensures that economic growth does not come at the cost of environmental degradation, particularly in sensitive ecosystems like the Everglades. It also involves social sustainability by ensuring that tourism growth benefits all residents, not just specific communities or demographics
They said, the tourism industry in Palm Beach County needs to actively address the potential negative impacts of gentrification, as rising housing and living costs threaten to displace long-time residents and exacerbate economic inequality As tourism-related development continues to increase the demand for real estate, affordable housing for local workers, particularly those in the arts, hospitality, and service industries, has become a pressing concern Ensuring that these workers can afford to live in the communities they serve is essential for maintaining a vibrant local economy and workforce
Stakeholders told CSL that to promote DEI, the tourism master plan should include initiatives that cater to a diverse range of visitors and residents This could involve creating inclusive tourism experiences that highlight the county’s cultural diversity, offering programs that support minorityowned tourism businesses, and ensuring that new tourism projects provide benefits to underserved communities Sustainability efforts should also be prioritized, including green infrastructure, lowimpact tourism practices, and conservation efforts to protect Palm Beach County’s natural resources. By integrating DEI and sustainability into tourism planning, the county can create a more inclusive, responsible, and sustainable tourism industry.
9. Film and TV Restrictions
Stakeholders reported that the Palm Beach County Film and Television Commission faces a unique challenge due to contractual restrictions that prevent it from broadcasting its content to the local market. These restrictions limit the Commission’s ability to promote local tourism initiatives and events directly to Palm Beach County residents. This is seen as a missed opportunity, as local engagement and awareness are crucial for fostering community support and participation in tourismdriven economic activities.
Stakeholders report that film and television production is an integral part of the county’s economy, and the Commission’s work often highlights the region’s cultural, historical, and natural attractions However, by being restricted from broadcasting to local audiences, the visibility of these assets is reduced. Local residents, who are often ambassadors for their communities, could play a significant role in promoting tourism through word-of-mouth, participation in local events, and showcasing their pride in the region. Without the ability to broadcast these promotions, the Commission misses out on an important tool for building community-driven tourism.
Stakeholders suggested that advocating for a renegotiation of these contractual restrictions would allow the Film and TV Commission to directly engage with the local market and increase awareness of the county’s tourism offerings. By broadcasting tourism-related content locally, the Commission could better inform residents about ongoing events, cultural experiences, and the broader value of the tourism sector to the local economy. This, in turn, would encourage greater local participation and enhance the overall impact of the Commission’s efforts
OPPORTUNITIES
1. Palm Beach County Convention Center
Stakeholders reported that the Palm Beach County Convention Center presents a significant opportunity for expanding its role as a central hub for tourism and economic activity. Currently, the Convention Center has been highly successful since its opening, but further growth and improvements are anticipated. Plans include the expansion of the center and the addition of a second headquarters hotel adjacent to the facility, addressing the growing need for more rooms to support larger conventions. The Hilton, the current convention hotel, struggles to provide enough room blocks for larger groups, limiting the county’s ability to attract major events
Stakeholders detailed that in addition to expanding the convention center’s facilities, there is a vision to develop a comprehensive "Convention Center District" that would better integrate the center with surrounding amenities, improving walkability and enhancing visitor experience. This district would feature a pedestrian bridge or overpass, connecting the convention area to nearby restaurants and entertainment, which will further position West Palm Beach as an appealing destination for largescale business and leisure events A second hotel and enhanced connectivity would attract larger conventions, bringing more year-round tourism to the area and creating demand for restaurants, retail, and other local services
They suggested that the expansion and district development plan aim to meet the growing demand for convention space while also addressing infrastructure improvements, such as transportation options and sustainable energy initiatives These plans will provide significant economic benefits by increasing room nights and boosting local business activity throughout the downtown area.
2. Cultural Infrastructure and Events
Stakeholders reported that Palm Beach County’s cultural infrastructure, which includes performing arts centers, museums, and galleries, is poised for growth with projects such as new performing arts centers and museum expansions Events like Make Music Day and competitive music festivals, theater performances, and visual arts events present vast potential to attract more cultural tourists from across the country and internationally. They said that cultural tourism is a highly lucrative market segment, as visitors are often willing to spend more on accommodations, dining, and experiences that are tied to cultural events.
Stakeholders suggested that to maximize the impact of these cultural offerings, strategic marketing and promotion are crucial. Targeting audiences through specialized marketing campaigns that highlight the uniqueness of Palm Beach County’s cultural events could position the area as a prime destination for arts and culture. Competitive music festivals, for example, could be marketed as signature events to draw visitors during specific times of the year, thereby increasing tourism during off-peak seasons.
Additionally, stakeholders suggested that expanding cultural programming to less-served areas, particularly in Western communities, would distribute tourism benefits more equitably across the county These regions can be developed to host cultural events, with investments in infrastructure to support tourism, including accommodations, transportation, and dining. This would not only bring economic benefits to underserved communities but also create a more diverse and inclusive cultural landscape across the county Partnerships with local cultural organizations, businesses, and tourism agencies would help integrate arts and tourism, ensuring that cultural events are well-publicized and accessible to visitors
3. Regional Trail and Natural Area Connections
Stakeholders suggested that developing a comprehensive regional trail system in Palm Beach County offers an excellent opportunity to improve ecotourism and outdoor recreational tourism Palm Beach County is home to numerous parks and natural areas, many of which are underutilized due to poor connectivity A regional trail map that showcases all the natural areas and permitted activities, such as hiking, cycling, and wildlife observation, would significantly enhance the accessibility of these attractions
They offered that establishing more connected trails between parks, beaches, and other natural sites would cater to active travelers, including hikers, cyclists, and nature enthusiasts, encouraging longer stays and repeat visits. By linking popular parks such as Jonathan Dickinson State Park with other key attractions, the county could create more extensive outdoor experiences, attracting both local and international visitors who are interested in ecotourism.
This initiative could also support local businesses that cater to active tourists, such as outfitters, bike rental shops, restaurants, and eco-lodging. In addition to creating a trail network, Palm Beach County could explore "bike tourism" initiatives by integrating bike-sharing programs along trail routes, adding bike-friendly accommodations, and developing biking events and tours. Further, efforts to promote these trails through marketing campaigns, maps, and digital platforms would attract outdoor adventurers and contribute to sustainable tourism development in rural areas of the county.
4. Expansion of Ecotourism and Agricultural Tourism
Stakeholders reported that Palm Beach County’s Western communities, rich in agricultural traditions and natural beauty, offer untapped potential for both ecotourism and agricultural tourism (agritourism) Ecotourism initiatives that focus on Palm Beach County’s unique ecosystems, such as birdwatching, kayaking, and guided nature tours in the Everglades and Loxahatchee River, can attract eco-conscious tourists. They said that these tourists are often highly interested in environmental conservation and are willing to spend on experiences that connect them to nature.
Stakeholders suggested that agritourism could offer additional opportunities, particularly in the Western communities known for farming. Farm-to-table experiences, farmers’ markets, and agricultural festivals can draw visitors interested in learning about local farming practices, tasting fresh produce, and engaging in hands-on activities like farm tours and picking seasonal crops. The growing interest in sustainable and organic farming practices adds further appeal, positioning the county as a leading destination for food and farm tourism.
The discussions suggested that collaborations with organizations such as the Audubon Society and environmental groups would be key to expanding nature-based tourism activities and protecting sensitive ecosystems. Additionally, targeted marketing efforts focused on attracting eco-conscious tourists, including digital campaigns, social media outreach, and partnerships with eco-travel influencers, could diversify Palm Beach County’s tourism base and support sustainable tourism growth The investment in infrastructure to support these initiatives, including eco-lodging, visitor centers, and transportation, will be essential for success
5. Developing Tourism in Underdeveloped Areas
A number of stakeholders suggested that the Western communities of Palm Beach County, such as Belle Glade and Pahokee, represent significant, untapped potential for tourism development These areas, with their rich agricultural landscapes, proximity to Lake Okeechobee, and opportunities for adventure tourism, are well-positioned to attract new visitors interested in outdoor activities such as birdwatching, fishing, hiking, and agricultural tours However, the lack of necessary infrastructure such as hotels, restaurants, and visitor services—limits their appeal and ability to attract tourists
Stakeholders said that investing in tourism infrastructure in these underdeveloped areas is crucial to unlocking their potential as new tourism hubs Building hotels, campgrounds, eco-lodges, and restaurants would provide the accommodations and amenities needed to support overnight and extended-stay tourists Local businesses could also benefit from tourism by creating partnerships with adventure tour operators and agritourism providers, offering tourists unique experiences that align with the natural and cultural offerings of the region
Stakeholders suggested that economic development incentives, such as tax credits or grants, could be explored to encourage private-sector investment in these communities Additionally, promoting these regions through marketing campaigns that highlight their natural beauty, adventure tourism opportunities, and cultural heritage would help raise their profile as a destination for eco-tourists, adventure travelers, and agricultural enthusiasts. Developing tourism in underdeveloped areas would not only help balance tourism across the county but also stimulate local economies and improve the quality of life for residents.
6. Leveraging Sports Tourism
Stakeholders reported that Palm Beach County already benefits from a robust sports tourism sector, with high-profile events such as the equestrian competitions in Wellington, Spring Training baseball, and various golf and tennis tournaments attracting thousands of visitors annually However, there is significant potential to expand this segment further by hosting additional national and international sports events, as well as investing in complementary infrastructure to support these activities.
Stakeholders suggested that by promoting Palm Beach County as a premier destination for sports tourism, the county can draw even larger crowds and diversify its tourism offerings. Targeted marketing efforts focused on promoting equestrian events, golf tournaments, and tennis competitions could attract visitors interested in attending or participating in these events. Additionally, investments in related infrastructure such as hotels, restaurants, sports complexes, and recreational activities would provide essential amenities for sports tourists, encouraging longer stays and repeat visits.
They said that hosting national and international tournaments across a broader range of sports, including soccer, swimming, and other competitive events, could also increase the county’s appeal as a sports destination. These events would not only boost tourism during the peak season but could also help fill hotel rooms, restaurants, and local attractions during the off-season, providing yearround economic benefits. Strengthening partnerships with sports organizations, event planners, and tourism agencies would be key to successfully leveraging sports tourism as a driver of growth
7. Branding and Marketing Enhancements
Stakeholders suggested that a more cohesive and comprehensive branding and marketing strategy for Palm Beach County’s tourism assets, integrating the distinct identities of 39 iconic municipalities, could significantly enhance the county’s national and international profile Currently, Palm Beach County boasts a wide array of tourism offerings, including its beaches, cultural sites, natural parks, and sports events, but these assets are not always promoted in a unified manner Developing a clear, compelling narrative that highlights the county’s diversity, accessibility, and sustainability would attract more tourists from different demographic groups, including families, eco-tourists, and highnet-worth travelers
Stakeholders suggested that branding efforts should focus on updating the unique aspects of the Palm Beach County brand, emphasizing its balance of luxury, culture, and natural beauty For example, the county’s reputation as a cultural hub can be strengthened through the centralized promotion and leveraging of museums, theaters, and art galleries, while its natural attractions, such as the Everglades, can be marketed to adventure and eco-tourists This approach would create a cohesive image of Palm Beach County as a versatile destination with something to offer every type of visitor.
They said that collaboration with local businesses, cultural organizations, and travel agencies would be crucial for ensuring that the branding message is communicated effectively. A focus on digital marketing, social media, and partnerships with travel influencers could further enhance the county’s visibility to national and international audiences. By unifying its tourism branding and marketing efforts, Palm Beach County can better position itself as a top-tier destination that caters to a diverse range of travelers.
8. Investment in Artists and Cultural Programming
Stakeholders told CSL that investing in affordable housing for artists and expanding grant programs for cultural projects would help strengthen Palm Beach County’s reputation as a cultural destination. Artists and creative professionals are key drivers of cultural vibrancy, yet many struggle with high housing costs, particularly in areas with growing tourism. By providing affordable housing options, the county can attract and retain artists who contribute to the local cultural scene, ensuring a thriving and diverse arts community.
They suggested that supporting artist residencies and creating cultural programming, such as artfocused festivals, pop-up galleries, and public art installations, would make Palm Beach County more attractive to art lovers and creative tourism. These initiatives could bring in tourists who are specifically interested in engaging with the local arts scene, leading to economic benefits for the region. In addition, fostering the development of artist hubs in underdeveloped areas of the county could not only revitalize these communities but also distribute the benefits of cultural tourism more equitably.
Stakeholders suggested that expanding cultural programming and creating more opportunities for artists to showcase their work would also enhance the county’s identity as a destination for creative tourism Investing in cultural infrastructure and supporting local artists through grant programs and public art projects would ensure that Palm Beach County remains a vibrant, culturally rich destination for both residents and visitors
9. Developing Indoor Sports Venues
Stakeholders suggested that Palm Beach County’s current shortage of indoor sports venues presents a clear opportunity for growth in the sports tourism sector Indoor sports like basketball, volleyball, gymnastics, cheer and wrestling are popular for both youth and adult tournaments, yet the county lacks adequate facilities to host these events on a large scale This limits Palm Beach County’s ability to attract major tournaments and events, which are crucial for boosting tourism, particularly during the off-season when outdoor activities may be less feasible due to weather conditions
Stakeholders discussed building purpose-built indoor sports centers that can host regional, national, and international tournaments would diversify the county’s tourism offerings and establish Palm Beach County as a year-round sports destination These venues could be used for a wide variety of events, including youth sports leagues, adult tournaments, and even corporate or community events In addition to attracting visiting athletes and their families, these tournaments would generate increased demand for local hotels, restaurants, and attractions, providing a significant boost to the local economy
Stakeholder said that the high costs associated with converting existing venues into sports facilities have been identified as a barrier, but targeted investments in new indoor sports infrastructure would help overcome these challenges. Public-private partnerships could also be explored to share the financial burden and maximize the impact of these developments. By investing in indoor sports venues, Palm Beach County could position itself as a premier destination for youth and adult sports tourism, bringing in new visitors and diversifying its economic base.
10. Urban Center and Waterfront Development
Stakeholders reported that the ongoing urban center and waterfront development in downtown West Palm Beach presents an exciting opportunity to further revitalize the city and enhance its appeal as a vibrant destination Community input has been gathered through pop-up projects and vision workshops to ensure that the development plans reflect the needs and desires of residents and stakeholders. This inclusive planning process emphasizes the importance of maintaining a balance between modern development and preserving the unique character of the downtown area.
Stakeholders reported that the waterfront is a key asset that can be further utilized to create attractive public spaces, pedestrian-friendly areas, and entertainment venues. By developing these areas, Palm Beach County can enhance its urban appeal, encouraging both locals and tourists to engage with downtown West Palm Beach as a destination for shopping, dining, cultural events, and recreation. Expanding public spaces and pedestrian areas, such as the reimagining of Flagler as a pedestrian plaza, would create a more walkable and accessible urban environment.
Stakeholders reported that these efforts are part of a broader downtown revitalization strategy that aims to create a more vibrant, dynamic urban center. This strategy can also be applied to other urban centers and waterfront communities in the county, ensuring that tourism growth is balanced across different areas By investing in urban development and waterfront improvements, Palm Beach County can create attractive, inclusive spaces that appeal to both residents and visitors, fostering economic growth and enhancing the overall quality of life in the county
BIG IDEAS
During the course of the many conversations, there were a number of “Big Ideas” suggested by Stakeholders that could have a long-term and significant impact on Palm Beach County's tourism development. Following is a list of the "Big Ideas" generated in the meetings.
1. Building a Medium-Sized Convention Center: Build a medium-sized convention center in Northern Palm Beach County to attract business tourism by hosting conferences, trade shows, and special events, filling a gap in the county's ability to cater to these gatherings.
2. Building a Regional Trail System for Ecotourism: Build a fully connected trail system linking natural areas like Jonathan Dickinson State Park and Broward County’s Treetops Park, enhancing ecotourism and outdoor recreational opportunities for residents and visitors
3. Building an Auto Racetrack to Attract Motorsports Tourism: Construct an auto racetrack to host major motorsports events such as NASCAR and Formula 1, drawing large crowds and increasing demand for local hotels, restaurants, and tourism services, while diversifying Palm Beach County's tourism offerings
4. Collaborating on Bids for Large-Scale International Events: Partner with Miami and Broward County to bid for major international events like the FIFA World Cup and Super Bowl, positioning Palm Beach County as a complementary destination for training, accommodations, and smaller event matches
5. Creating a Distillery to Promote Agritourism: Develop a distillery in the Glades area as part of the Other Land Society initiative to diversify farming, attract tourists interested in agritourism, and create jobs, turning the distillery into a unique regional destination
6. Creating a Global Art Fair or Biennale: Organize a world-class art fair or biennale to position Palm Beach County as a key destination on the international art circuit, attracting galleries, collectors, and tourists from around the world
7. Creating a Palm Beach County Tourism Information Exchange: Create a county-wide tourism tradeshow where cultural organizations and tourism-related entities can share information, coordinate efforts, avoid scheduling conflicts, and promote local events and attractions
8. Designing an Innovative, Immersive Experience for Visitors: Design a unique, interactive digital art or entertainment experience inspired by venues like the Las Vegas Sphere, positioning Palm Beach County as a destination for modern, immersive cultural events
9. Developing a Palm Beach County Tourism App: Create a user-friendly mobile app that provides tourists with information on accommodations, restaurants, events, and attractions, along with real-time updates, ticket purchasing, and augmented reality tours, enhancing the visitor experience
10. Developing a Signature Music Festival: Develop a large-scale music festival akin to South by Southwest or Coachella, showcasing local, national, and global talent to attract national and international audiences and boost cultural tourism
11. Developing Eco-Adventure Tourism: Develop eco-adventure parks offering activities like zip lining, mountain biking, and kayaking, particularly in the Western communities, to attract adventure-seeking tourists and diversify Palm Beach County’s tourism demographics.
12. Developing Regional Birdwatching and Wildlife Corridors: Promote Palm Beach County as a birdwatching and wildlife observation destination by developing wildlife corridors, observation towers, and guided tours, in collaboration with organizations like the Audubon Society.
13. Enhancing Sports Tourism Hospitality: Invest in the hospitality infrastructure needed to support major sporting events like tennis, golf, polo, and equestrian competitions, especially in Wellington, to solidify Palm Beach County’s reputation as a premier sports tourism destination.
14. Establishing a Concentrated Arts and Gallery District: Create a dedicated arts district in Palm Beach County as a hub for galleries, performances, and cultural events to attract art lovers and cultural tourists year-round.
15. Establishing a World-Class Sustainable Tourism Hub: Position Palm Beach County as a leader in sustainable tourism by developing eco-lodges, green transportation, and environmental conservation initiatives in collaboration with organizations like the Audubon Society and the Everglades Foundation.
16. Expanding Agritourism and Ecotourism Offerings: Leverage the agricultural assets of the Western communities by promoting farm-to-table experiences, agritourism, and nature-based tourism, such as birdwatching and guided Everglades tours, supported by infrastructure development.
17. Expanding Family-Friendly Attractions: Expand family-friendly attractions in Palm Beach County by enhancing existing sites like Manatee Lagoon and Loggerhead Marine Life Center with more educational and interactive experiences to position the county as a family destination.
18. Implementing a Comprehensive Marketing Strategy for Historical and Cultural Tourism: Launch a coordinated marketing campaign to promote Palm Beach County’s historical and cultural sites, enhancing heritage tourism through new tours, educational programs, and digital promotions.
19. Investing in Golf and Tennis Tourism: Invest in high-quality golf and tennis infrastructure by renovating existing courses and creating new facilities to reinforce Palm Beach County’s reputation as a premier sports tourism destination
20.Launching a Historic Preservation and Cultural Tourism Initiative: Launch an initiative to promote underutilized historical and cultural sites, such as Jupiter Lighthouse and Dubois Park, through comprehensive preservation and tourism efforts
21. Launching a Tourism Business Incubator in the Glades Region: Establish an incubator program to support the development of tourism-related businesses in the Glades, such as fishing guides, wildlife tours, and food/beverage operations, to grow local tourism
22. Promoting High-End Tourism Leveraging "Wall Street South": Capitalize on the influx of highnet-worth individuals and financial firms by promoting luxury tourism focused on exclusive experiences, high-end dining, shopping, and boutique hotels.
23. Pursuing a Joint Bid for the Olympics: Partner with Broward and Dade Counties to pursue an Olympic bid, elevating South Florida, including Palm Beach County, to global prominence and spurring infrastructure improvements that would benefit tourism for decades.
24. Revitalizing and Developing Tourism in the Western Communities: Transform the Western communities into tourism hubs through investments in hotels, campgrounds, and eco-tourism infrastructure, catering to outdoor enthusiasts, birdwatchers, and agritourists.
25. Supporting Affordable Housing for Artists and Hospitality Workers: Develop affordable housing solutions near tourism hubs, especially in underdeveloped areas, to address the housing crisis affecting artists and hospitality workers, ensuring the retention of the workforce critical to the tourism industry.
26. Targeting Young Adult and Millennial Travelers: Develop attractions, entertainment, and affordable accommodations catering specifically to young adults and millennials, tapping into an underdeveloped market and diversifying the county’s tourism demographics.
These "Big Ideas" represent strategic and tactical initiatives that could significantly reshape and expand the tourism landscape in Palm Beach County, creating a more diversified, sustainable, and inclusive tourism economy. All of these “Big Ideas” will be considered and analyzed as the project moves forward.
APPENDIX
APPENDIX
Following is a list of stakeholders who participated in the one-on-one, group and online sessions with CSL International. Their time, contributions and insight were instrumental in informing the issues, opportunities and big ideas that should be considered for the Palm Beach County Tourism Master Plan. Thank you. Please excuse any missing names or errors to the listing.
ATTENDEE TITLE
Alyssa Freeman Executive Director
AGENCY / ORGANIZATION / COMPANY
Marine Industries Association of Palm Beach County
Amy DiNorscio Amphitheater Manager City of Boca Raton
Andrew Kato Producing Artistic Director/Chief Executive Maltz Jupiter Theatre
Andy Dehart President & CEO Loggerhead Marinelife Center
Anne M. Gannon Constitutional Tax Collector Palm Beach County Tax Collector Office
Anne Mortomore Director of Marketing, Digital and Content Miami City Ballet
Anthony Barbar President & CEO Barbar & Associates, LLC
Anthony M Lofaso Past President of Board Palm Beach County Sports Commission
Arlene Cheese-Nelson Planning Analysts
Boca Raton CRA
Armando Fana Assistant City Manager City of West Palm Beach
Aurora Arthay Deputy Director Palm Beach County Library System
Ava Parker President Palm Beach State College
Bernardo Neto General Manager The Ben
Bill Metzger Board Member PBC Film & Television Commission
Bruce Seigel General Manager The Colony Hotel
Carol Roberts Chair Palm Beach County Film Commission
Carolyn Stone Deputy Town Manager Town of Palm Beach
Carter Bogush Marketing Coordinator Downtown Boca/City of Boca Raton
Catherine Hughes Director of Education & Community Engagement Palm Beach Opera
Chadi Irani Director of Digital Media Local IQ
Chantell Ghosh Chief Marketing Officer Miami City Ballet
Charlee Nolan Communications Director Norton Museum of Art
Chilondra Sheppard
Chris Davenport
Corporate Partnership Director Boys and Girls Clubs of Palm Beach County
Palm Beach County Historic Preservation Officer Palm Beach County Planning Division
ATTENDEE TITLE AGENCY / ORGANIZATION / COMPANY
Chris Inman General Manager
Chuck Elderd
Consultant to the OBC Film and Television Commission
Hilton West Palm Beach
PBC Film and Television Commission
Cindy Surman Assistant to the Directors Boca Ballet Theatre
Colton Hearn Financial Analyst
Cory Lyn Cramer Planning and Zoning Manager
Daniel Hostettler CEO
Dave Keamy
Executive Director of Sales
Dave Lawrence President & CEO
Davicka Thompson Board Member
David Anderson General Manager
David Fontanarosa Director of Finance
Debbie Calabria Senior Director of Stewardship
Deborah Searcy Vice Mayor
Dennis Grady Executive Director
Derrick Steinour Director of Sales & Marketing
Diane Quinn CEO
Donald P. Dufresne Shareholder
Don Kiselewski
Executive Director, FPL, External Affairs
Dorritt Miller Retired Govt Executive
Doug Mosley Program Director
Douglas Crane Director
Duhaney COO
Ed Chase Director of Intergovernmental Affairs
Edward Nabhan COO
Elisa Cramer Director
Elizabeth Dashiell CEO
Emanuel Perry Executive Director
Eric Marmer Town Manager
Erika Constantine
Senior Vice President, Marketing
Tourist Development Council
Village of Wellington
The Boca Raton
Ocean Properties Hotels and Resorts and the Opal Collection
Cultural Council for Palm Beach County
TDC Board
PBC Convention Center
Palm Beach County Sports Commission, Inc
Cultural Council of PBC
North Palm Beach
Chamber of the Palm Beaches
Hilton West Palm Beach
Kravis Center
Becker & Poliakoff
FPL
Dorritt Miller
ESPN
Palm Beach County Library System
Cox Science Center and Aquarium
Palm Beach County Gov
Fun Depot
Palm Beach County Youth Services Department
Elizabeth Dashiell Public Relations
Tourism Development Council
Town of Manalapan
Discover The Palm Beaches
ATTENDEE TITLE AGENCY / ORGANIZATION / COMPANY
Evan Lomrantz Chief Financial Officer
Discover The Palm Beaches
Fabien Desrouleaux Director of Recreation and Parks City of Boynton Beach
Frederic Quan Principal
Geoff Sluggett President
George Linley Executive Director
Evan Lomrantz Chief Financial Officer
Ghislain d’Humieres Director and Chief Executive Officer
Isami Ayala-Collazo Assistant County Administrator
J. Michael Prince CEO/President
James Barbato General Director
James E. May Chief of Staff
Jason Tenney Marina Director
Jennifer Brown
Supervisory Park Ranger/Visitor Services Manager
Jennifer Cirillo Director Parks and Recreation
Jennifer Earnest Executive Director
Jennifer Sullivan SVP
Jeremy Allen
Jeremy Johnson
Village Manager
Chief Executive Officer
Quan Enterprises
Geoffrey B. Sluggett & Assoc, Inc.
Palm Beach County Sports Commission
Discover The Palm Beaches
Norton Museum of Art
Palm Beach County Sports Commission
Related
Palm Beach County Board of Commissioners
City of Boynton Beach
Discover The Palm Beaches
Lion Country Safari
Freelance
Young Singers of the Palm Beaches
City of Boca Raton
Palm Beach County - Administration
USPA Global Licensing, Inc.
Palm Beach Opera
Boca Raton Museum of Art
Town of Lake Park
U.S. Fish and Wildlife Service, Arthur R. Marshall Loxahatchee National Wildlife Refuge
Palm Beach County Parks and Recreation
The Hill Foundation
Cultural Council for Palm Beach County
Village of Tequesta
Historical Society of Palm Beach County
ATTENDEE TITLE AGENCY / ORGANIZATION / COMPANY
Jessica Del Vecchio Economic Development Manager
Jim Bronstien TDC Board
City of Boca Raton, Office of Economic Development
TDC Board / US Marina Group
Jim Mostad Senior VP - Sales The Breakers
Joan Oliva Executive Director
Jodi Cross Executive Director
Lake Worth Beach CRA
Florida Restaurant & Lodging Association FRLA
John Blades Executive Director Flagler Museum
John Critchett President Palm Beach Tours & Transportation
Johnathan Hopkins Executive Director
Jon Carter Chief of Staff
Jonathan Brown Director Housing & Economic Development
West Palm Beach Mobility Coalition
Palm Beach County Board of County Commissioners
Palm Beach County Board of County Commissioners
Joseph Fisher Managing Director PGA Resort
Juan J Pagan President
Florida Hispanic American Chamber of Commerce/Fiesta de Pueblo, Inc.
Juan Suarez Planner City of Riviera Beach
Kara Dery Supervisors Special Facilities Palm Beach County Gov
Karen Plante Co-Secretary
Karen White Founder/President
Loxahatchee Groves Landowners Association
Home Health Services of The Palm Beaches
Kasey Denny Legislative Affairs Director Palm Beach County
Katherine Bonner Executive Assistant
Katherine Combs President
Palm Beach Cultural Council
Masterworks Chirus of the Palm Beaches
Katherine Griffin General Manager Palm Beach County Convention Center
Keith Clinkscale, Dr. Director, Strategic Planning and Performance Management Palm Beach County
Kelly Armstead Division Director, Arts & Culture
City of Boynton Beach
Kelly Burke Commission Support Palm Beach County
Kelly Kennedy Economic Development Coordinator
Kelly Powell CEO
Kelsey Côté
Marketing & Communications Manager
Ken Kennerly President & CEO
Kimmie Kiely Senior Advisor
City of Boca Raton - Office of Economic Development
Community Partners of South Florida
Jupiter Inlet Lighthouse & Museum
K2 Sports Ventures
Kravis Center
ATTENDEE TITLE AGENCY / ORGANIZATION / COMPANY
Kristen Liberman Director of Communications and Marketing
Laura Beebe Director of Airports
Laura Simon Exec. Director
Lauren Perry AVP, Marketing & Cultural Tourism
Business Development Board of Palm Beach County,
Palm Beach International Airport
Delray Beach Downtown Development Authority
Cultural Council for Palm Beach County
Leigh Bennett Director of Business Development Visit Palm Beach
Leneita Fix Executive Director/CEO The Reef Institute
Mack Bernard County Commissioner Palm Beach County Board of Commissioners
Marci Woodward County Commissioner Palm Beach County Board of Commissioners
Margaret Horgan Executive Director
Ann Norton Sculpture Gardens
Maria Marino Vice Mayor Palm Beach County Board of Commissioners
Maria Sachs Mayor Palm Beach County Board of County Commissioners
Maricela Torres Executive Director Esperanza Community Center
Mark Baron Tournament Director Delray Beach Open
Martine Bakker Resident Resident
Mary Csar Executive Director
Mary Lou Bedford CEO
Mary McNicholas Vice President
Boca Raton Historical Society, Inc.
Central Palm Beach County Chamber of Commerce
Geoffrey B. Sluggett & Associates
Mat Forrest Managing Partner Ballard Partners
Matt Wallsmith President & CEO
South Florida Fair & Palm Beach County Expositions
Maxine Schreiber Board Vice President Artists of Palm Beach County, Inc.
Megan Houston Office of Resilience Director Palm Beach County
Melissa Eble Public Relations Director Palm Beach TPA
Michael E Jackson City Manager City of Pahokee
Michael Haysmer Area Director of Sales McKibbon Hospitality / Hampton Inn
Michele L Thompson Director of Community & Recreation Services City of Greenacres
Michelle Hillery Film Commissioner
Mike Brodnicki AGM
Palm Beach County Film & Television Commission
Palm Beach County Convention Center
Mike Meekins Executive Director Port of Palm Beach
Mike Sophia General Manager
Milton Segarra President & CEO
CACTI Park of the Palm Beaches
Discover The Palm Beaches
ATTENDEE TITLE AGENCY / ORGANIZATION / COMPANY
Misty Stoller Interim Director
Mounts Botanical Garden of Palm Beach County
Molly Young Mayor Village of Tequesta
Monique Mendez Communications Specialist
FPL's Manatee Lagoon
Nadia Di Tommaso Community Development Director Town of Lake Park
Nancy Stewart-Franczak Executive Director
Festival Management Group
Nicki Murphy Procurement Manager Palm Beach County Parks and Recreation
Nicole D. Fincham-Shehan Disability Accessibility Specialist
Nicole J. Hughes Manager, Marketing and Public Information
Noel Martinez PBC Chamber North
Nydia Ponton Nigaglioni Planner
Paget Kirkland President
PBC Office of Equal Opportunity
Palm Beach International Airport
LPBC
Palm Beach County- Planning Department
Kirkland Events
Patrick Rutter Deputy County Administrator Palm Beach County
Paul Connell
Deputy Director of Parks and Recreation Palm Beach County
Peter C. Yesawich, Ph.D. Co-Founder
Peter Ricci Director, Hospitality & Tourism Management Program
Phala Murray
MMGY Global
Florida Atlantic University (FAU)
Senior Director of Marketing & PR Kravis Center
Polly Burks Director, Communications
Florida Atlantic University
Portia Holt Chief Marketing Officer City of West Palm Beach
Richard Radcliffe Executive Director
Rick Netzel DOSM
Rick Rose Executive Director
Rick Sartory Vice Mayor
Rita De Mier-Lincoln Director of Brand Management
Rob Evans Economic Development
Robert S Weinroth Vice President
Rohan Sutherland Managing Partner
Sara Baxter County Commissioner
Scott Kohut Deputy Director
PBC League of Cities
Best Western Palm Beach Lakes/ Palm Beach County Attraction Association/ "Life in the Palm Beaches and the Treasure Coast with Rick and Christie" Radio show/Podcast
Palm Beach Vacation Rentals
Village of Tequesta
South Florida Fair & Palm Beach County Expositions
City of Delray Beach
ALINA Residences Condo Board
Genesis Media Group
Palm Beach County Board of Commissioners
Boca Raton Airport Authority
ATTENDEE TITLE AGENCY / ORGANIZATION / COMPANY
Sergio Piedra
Senior Director, Community Engagement & Advocacy
Seth Weaver Marketing Director
Shana Phelan Owner
Sherry Howard Deputy Director
Discover The Palm Beaches
Arts
Pura Vida Divers
Palm Beach County Housing & Economic Development
Sholanda Shephard Director of Development and Community/Corporate Giving Boys and Girls Club
Sonide Simon Principal Planner
Stefan Harzen, Dr. Director/Owner
Stephanie Immelman CEO
Sue Ellen Beryl Managing Director
Tammy Fields Assistant County Administrator
Teanna McKay Director of Leisure Services
Tenecia Sproull
Teneka James-Freeman
Executive Director
Executive Director
Theresa Hume Director of Publicity
Tiffany Faublas
Todd Bonlarron
Todd Flemming
Marketing Director
Assistant County Administrator
Executive Director
Tom Longo Director, Marketing & Communications
Tom Valeo Chief of Staff
Troy M. McLellan CEO
Vannette Youyoute Fiscal Manager
City of Riviera Beach
Palm Beach Jupiter Dolphin Tours
Delray Beach Chamber of Commerce
Palm Beach Dramaworks
Palm Beach County
City of Lake Worth Beach
The Pink Queen Foundation
WPB Downtown Development Board
PBKC at Palm Beach Kennel Club
West Palm Beach Downtown Development Authority
Palm Beach County
Cognizant Classic
Loggerhead Marinelife Center
The City of West Palm Beach
Boca Chamber
Tourism Development Council
Verdenia Baker County Administrator Palm Beach County
Veronica Hatch Public Art Coordinator
Veronica Frehm CEO
Wilneeda A. Emmanuel
City of Boca Raton
Friends of MacArthur Beach State Park
Chief of Staff to Commissioner Mack Bernard Palm Beach County
Yasser Heyaime Operations Manager
Yvette Drucker
Deputy Mayor
Town of Lake Park
City of Boca Raton
PALM BEACH TOURISM MASTER PLAN
TOURISM RESEARCH REVIEW
OCTOBER 31, 2024
CSL has reviewed reports, plans, research documents, and other items provided by Palm Beach County Tourist Development Council (TDC) directly relating to the state of the tourism industry in the County, as well as performed our own analysis to evaluate the drive-in demographics, hotel industry, attractions, and visitor behavior in the destination. Key takeaways from this process, and their implications for the Palm Beach County Tourism Master Plan study tasks and recommendation development, are presented below. The summaries within each group are listed in alphabetical order, followed by further detail regarding observations and takeaways for each. These are followed by more detail regarding each of the items reviewed on the subsequent pages.
A.) TDC – PROVIDED DOCUMENTS:
– Cultural Council Marketing Report FY23: The Report underscores the significant economic contribution of Palm Beach County’s cultural sector, which generates over $633 million annually and attracts high spending tourists who often partake in extended stays. The analysis also highlights the importance of coordinated marketing efforts across TDC agencies, with a focus on digital, print, and influencer-driven strategies to target key demographics like Millennials and Gen Z travelers, who are increasingly seeking authentic and immersive experiences Additionally, the report emphasizes the role of cultural tourism in enhancing perceived value of the destination amidst rising travel costs, and positioning Palm Beach’s unique offerings as key to justifying higher expenditures Ensuring the long-term sustainability of cultural tourism through support systems like the Palm Beach County Cultural Resiliency Fund, which could serve as a model for building resilience against future disruptions, will be a key consideration for the Tourism Master Plan
– Cultural Tourism Plan – Executive Summary FY24: Palm Beach County is actively promoting itself as Florida's Cultural Capital®, targeting cultural tourists, wellness seekers, and family travelers With cultural tourists spending more and staying longer, the Tourism Master Plan should identify ways to integrate wellness into cultural experiences, in recognition of the growing trend of visitors seeking improvements to their physical and emotional health through arts and culture Additionally, the plan should develop strategies to capture the interest of Millennials and Gen Z travelers. This could be accomplished by promoting unique wellness and cultural offerings and leveraging creative digital marketing tactics to more effectively engage these demographics.
– Discover the Palm Beaches (DTPB) 2024 and 2025 Strategic Plan: Discover the Palm Beaches’ Strategic Plan outlines key initiatives centered around revenue growth, cross-agency collaboration, sustainability, and inclusivity to drive tourism in Palm Beach County. The plan emphasizes the importance of collaboration between agencies like the Convention Center, Cultural Council, and Sports Commission to secure large-scale events and enhance operational efficiency, which will be crucial goals of the Tourism Master Plan. Prioritization of sustainable tourism through campaigns like "Sea to Preserve" and the incorporation of Diversity, Equity, Inclusion, and Accessibility (DEIA) strategies to ensure Palm Beach is a welcoming destination are also pertinent considerations
–
–
DTPB Brand Tracker Study 2024: Discover the Palm Beaches’ Brand Tracker Study highlights the performance of The Palm Beaches brand across key markets and emphasizes key trends in awareness, desirability, and visitation intent. DTPB’s research shows that while advertising has significantly impacted brand awareness and visitation, specific segments, such as disabled travelers, are underexposed to campaigns, which suggests the need for more inclusive marketing. Additionally, the study reveals a decline in overall desirability among Florida destinations and in the 18–24-year-old demographic’s visitation to The Palm Beaches over the last three years. These data suggest a need to re-engage younger travelers by developing youth-oriented experiences, promoting events and activities that resonate with this age group, and leveraging digital marketing channels that are popular with younger audiences to build awareness and increase visitation
DTPB Destination Marketing Plan 2023 – TDC Board Presentation: This presentation outlines strategies for enhancing tourism growth through brand evolution, group and leisure sales, and DEI efforts, while emphasizing international market expansion and digital engagement The recovery of group room nights in Fiscal Year 2022 to 85% of 2019 levels presents a strong opportunity to focus on business travel and conventions, with the Convention Center District playing a key role in future growth The Tourism Master Plan should also prioritize community engagement and transparent communication regarding new facility construction, as only 59% of residents currently support such developments Additionally, influencer-driven campaigns targeting diverse traveler segments could enhance the destination’s brand reach and engagement.
– DTPB Destination Marketing Plan 2024: DPTB’s 2024 Marketing Plan emphasizes the importance of enhancing brand positioning, growing market share, and promoting sustainability and inclusivity in Palm Beach County The Destination has undergone over $500 million in hotel and attraction renovations and improvements over the last few years, which have contributed to a 34% rise in the average daily room rate; momentum that will be important to maintain and build on as part of future Master Plan recommendations. The Plan also highlights shifting traveler preferences, as Palm Beach visitors are moving away from outdoor experiences toward cultural and resort-based attractions. Interestingly, this contrasts with statewide data which suggest travelers continue to prefer outdoor experiences, suggesting that the Palm Beach visitor exhibits different preferences relative to the rest of Florida’s tourism base.
– DTPB Destination Next - Multi User Online Diagnostic Tool Results 2017: Destination Next’s 2017 analysis of the County notes strong destination performance but identifies room for improvement in regional cooperation and effective advocacy While stakeholders rated categories like economic development, funding support, and workforce development as performing above average, they indicated a need for better collaboration among municipalities, tourism organizations, and regional partners The Tourism Master Plan should prioritize strengthening these collaborative efforts and advocacy initiatives to ensure aligned regional policies, unified goals, and sustainable tourism growth across Palm Beach County
–
DTPB LGBTQ+ Travel Report 2015: Community Marketing & Insights (CMI) surveyed more than 2,300 LGBTQ+ travelers to uncover data-driven insights related to this tourist segment
The report reveals that LGBTQ+ travelers to Palm Beach County tend to have higher household incomes and are more likely to identify as luxury travelers, offering an opportunity for the County to promote high-end experiences tailored to this segment. The Report also highlights the unique preferences of Palm Beach’s LGBTQ+ visitors, such as live theater, food festivals, and water activities, which suggests an opportunity for more targeted marketing that reflects these interests. Safety and inclusivity are crucial factors influencing destination choice – mainstream ads featuring same-sex couples are particularly effective for branding Palm Beach as a welcoming and inclusive destination. The Tourism Master Plan should balance marketing campaigns and product development that cater to the LGBTQ+ segments with broader, inclusive strategies
– DTPB Visitation and Spending Data 2023: Data prepared by the County outlines the significance of key markets such as the New York metropolitan area, Miami, the broader state of Florida, and Canada, all of which were top contributors to visitation and spending in 2023 The Tourism Master Plan should focus on maintaining strong marketing efforts in these regions, especially during high-demand periods like Q1 and Q4 The Tourism Master Plan should identify product developments and marketing strategies that will attract the affluent visitors from the Miami metropolitan area, especially given their ability to allocate more disposable income toward in-market activities due to lower travel costs Additionally, targeted seasonal campaigns should be implemented to continue to attract New York visitors, particularly in Q1 when their spending is highest.
– DTPB Visitor Profile 2019: Discover the Palm Beaches developed a Visitor Report in 2019. It notes that over one million room nights were booked through alternative lodging platforms like Airbnb and VRBO, which suggests that the Tourism Master Plan should emphasize promoting diverse accommodation options to cater to visitor preferences. Additionally, 23% of hotel room nights came from group travel associated with events. The data also indicate the proportion of meeting/convention attendees who are first time visitors to the market (39%) is significantly higher than the overall proportion of first-time visitors (19%), highlighting the importance of the meeting/convention industry to the Palm Beach tourism economy,. African American visitors (accounted for 10% of total visitation in 2019) show a strong interest in history and culture and are more likely to be first-time visitors, indicating that cultural heritage tourism could be a significant opportunity for the County
– DTPB Visitor Segments 2022: A 2022 visitor segment analysis conducted by DTPB reveals significant declines in market share for the Bed, Beach & Beyond and LGBTQ segments, data which underscore the need for the Tourism Master Plan to revitalize interest among these key groups The Plan should consider enhancing beach experiences and developing more inclusive offerings to appeal to LGBTQ travelers, while targeting beach-focused travelers to regain market share in the Bed, Beach & Beyond segment Additionally, Palm Beach's favorable position in capturing Hispanic and Cultural Explorer segments presents an opportunity to expand its cultural event calendar and promotions to further strengthen its appeal to these groups
– Film and Television Commission Marketing Plan FY24 – Executive Summary: Palm Beach County has grown as a global film and television production hub Over the past decade, production has contributed to over $28.7 million in economic impact in the County, and production revenues have increased 80 percent over this time period. The FTC’s Marketing Plan also highlights the expansion of The Palm Beaches TV through collaborations with news publications such as South Florida Daily to offer increased exposure for local attractions. The Master Plan should devise ways to integrate these types of innovative media tools to enhance destination marketing while also educating residents about cultural and entertainment opportunities in the County
– Film and Television Commission Marketing Plan FY23: According to the County Film and Television Commission, the production industry is an essential economic driver for Palm Beach County and contributes to local job creation, tourism, and community development. The Tourism Master Plan should continue to support this industry by fostering a productionfriendly environment to further boost tourism and economic growth The expansion of The Palm Beaches TV and its webisodes, now distributed on YouTube, offers opportunities to connect attractions, hotels, cultural institutions and other tourism industry stakeholders through cross-promotion and enhanced visitor engagement The Tourism Master Plan could also consider adapting these webisodes into other content formats, such as podcasts or Tik Tok shorts, to reach a broader, more diverse audience Additionally, promoting celebritydriven projects and leveraging endorsements could attract more tourists interested in the film industry and creative arts sector.
– Hotel Market Advisory Services – West Palm Beach Submarket 2018: HVS Global Hospitality Services prepared an analysis of hotel market trends which highlighted unaccommodated demand in the Convention Center District due to insufficient hotel capacity Despite the addition of the 150-key Canopy by Hilton in 2020, stakeholders continue to report difficulties in securing sufficient room blocks close to the Convention Center, therefore limiting its ability to maximize bookings. The Tourism Master Plan should prioritize the ongoing development of a second headquarter hotel and explore further hotel expansion to resolve this challenge and support long-term growth in convention/tradeshow bookings.
– Palm Beach County Resident Survey – October 2023: A resident sentiment survey conducted by the County in 2023 shows that 73% of residents maintain a positive view of tourism's impact, though there were notable declines in positive sentiment among residents with disabilities and residents who moved to the area recently (in the last two years) The Tourism Master Plan should focus on inclusive and accessible initiatives to better engage these groups and communicate the benefits of tourism across the community Additionally, the declining belief among residents that tourism increases tax revenues suggests a need for greater education regarding the benefits that tax revenues from tourism-related spending have on public services and infrastructure Lastly, the Survey results show strong support for reinvestment in important destination amenities such as beach renourishment and events, but limited approval for funding major products such as Spring Training Facilities This highlights the importance for the Tourism Master Plan to identify consensus-driven strategies approved by the community, while also communicating the benefits of any potential major public investment such as new and/or expanded event facilities.
– Palm Beach County TDC Strategic Plan: The TDC’s Strategic Plan emphasizes goals for shaping legislative agendas and developing a stronger voice to represent the visitor economy The Tourism Master Plan should align with these objectives via recommendations of enhanced community outreach and increased advocacy efforts to support tourism-related policies. Additionally, the Tourism Master Plan may explore the development of a resident-driven ambassador program to promote the County as a destination for leisure and events. It should also prioritize the creation of iconic festivals during off-seasons to boost cultural tourism and economic growth. Finally, the concept of a "Perfect Week" festival, which would encourage visitors to explore a variety of locations in Palm Beach County, should be further developed in the Master Plan with the goal of dispersing tourists beyond central/typical areas of the County
– Sports Commission Marketing Plan FY23: The County Sports Commission’s fiscal year 2023 Marketing Plan outlines opportunities to leverage youth sports events and statewide athletic activities during the summer to drive hotel occupancy during a time of year when rates are traditionally low With lower cost structures and fewer travel days involved, drive-market events tend to be more resilient during challenging economic periods Given the potential for recessionary periods to occur in the United States, the Tourism Master Plan should consider support for and expansion of more local/regional events to ensure steady participation and mitigate the impact of reduced long-distance travel during times of economic downturn The Commission’s strategies emphasize partnerships with international sporting event bodies, such as with CONCACAF and the English Premier League, to attract international training camps and elevate Palm Beach’s profile as a global sports destination. enhancing facility infrastructure, promoting beach sports tourism, and packaging Wellington’s polo fields to diversify sports offerings and boost year-round visitation are all Strategies within the Marketing Plan that will be further considered as part of the Tourism Master Plan.
– Sports Commission Marketing Plan – Executive Summary FY24: The County Sports Commission looks to position Palm Beach County as a premier sports tourism destination through year-round event recruitment, sports infrastructure development, and the expansion of sports tourism during off-seasons. Their 2024 Marketing Plan emphasizes the pursuit of international events, including Olympic qualifiers and training camps, to capitalize on the global interest surrounding the 2024 Olympics The Tourism Master Plan should prioritize infrastructure enhancements and marketing strategies that attract international sports events and large-scale tournaments Additionally, the commission’s partnership with Zimmerman Agency presents an opportunity to develop more impactful marketing campaigns The Commission’s focus on spectator-driven sporting events and the development of larger venues will also be key considerations for the Tourism Master Plan which could further solidify the County as a sports hub
– Visit Florida ‘A Brand Called Florida’ Presentation: Visit Florida’s analysis of State-specific, post-Pandemic travel trends emphasizes the growing importance of targeting key demographics such as Millennials, Gen Z, and families. With Florida’s increased U.S. Domestic Airlift Capacity and Visit Florida’s effective marketing campaigns, the Tourism Master Plan should align its strategies with statewide initiatives to capitalize on growing visitor volume and differentiate Palm Beach from other in-state destinations. Additionally, the data suggest Palm Beach County should further develop and market its natural assets, emphasizing environmentally conscious tourism to attract families seeking both relaxation and eco-friendly adventures; Belle Glade and other west-lying municipalities in Palm Beach County present an opportunity to further develop unique outdoor experiences which align with the growing preference for scenic and sustainable family travel
B.) CSL RESEARCH AND ANALYSIS:
– Accommodations Inventory: Palm Beach County (PBC) offers a total of 15,310 existing hotel rooms across 99 properties, 3,507 existing motel rooms across 75 properties, 785 hotel rooms currently in development/redevelopment across seven properties, and 20 planned/proposed hotel properties with a potential of 3,199 rooms Nine campground/RV resorts comprise 1,131 sites and 10 bed and breakfasts comprise 93 lodging rooms in the County. The County’s hotel properties serve a range of visitor types, offering a large variety of chain scales and property types PBC yields a high proportion of high-end properties, with 48 percent of properties falling into chain scale categories of Upscale or higher The lodging properties of PBC are largely concentrated in the eastern third of the County, near the coastline Only five motels and three campsite/RV properties are in the western two-thirds of the County
– Attractions Inventory: The Palm Beach County area offers a significant inventory of attractions for a range of visitor types Similar to lodging properties, these are mainly located in the eastern third of the County but are somewhat more dispersed westward, comparatively The leading attraction categories, in terms of quantity of attractions, include Nature, Shopping & Entertainment, Outdoor Recreation, and Arts & Culture/Live Arts
– Demographic Analysis: In the past 15 years, Palm Beach County nearly doubled the population growth rate of the U S but was slightly below that of the state of Florida It is projected to keep growing at a rate above the U.S. but to remain notably below the growth rate of Florida. The majority of the County’s population is located in the eastern subdivisions, which are also the fastest-growing communities. While PBC has a diversity index above the U.S., six of its 11 subdivisions are below the U.S. benchmark. However, the County’s most diverse subdivisions, Lake Worth, West Palm Beach, and Belle Glade-Pahokee, are notably above the U.S. benchmark, highlighting the diverse population base within the County. The County has a median household income above the U.S. benchmark, while its five subdivisions with the highest median income are significantly above the U.S. benchmark, between $105,000-$110,000 compared to $79,000 in the U S It will be important for the Tourism Master Plan to identify product development opportunities and initiatives that will benefit the quality of life for this wide variety of resident profiles
– Psychographic Analysis: The psychographic analysis of residents within various drive times surrounding West Palm Beach (WPB) can inform tourism planning for the broader destination Within a 30-minute drivetime, the leading segments include “The Elders” (9.3%), “Urban Edge Families” (7.4%), and “Retirement Communities” (5.6%), which consist primarily of older adults and suburban families with moderate to higher disposable incomes. Expanding to a 180minute drivetime introduces the “Silver and Gold” segment, which includes high-income seniors, while a 300-minute drivetime sees the emergence of “Up and Coming Families,” younger families moving into the area. These insights highlight the importance of catering to both an aging drive-in market with considerable spending power, as well as a growing market of up-and-coming families.
– Lodging Performance: While hotel occupancy in the County has not fully returned to preCOVID levels, alternative lodging, primarily vacation rentals, peaked in 2021 at 65.3% occupancy Despite lower occupancy levels, average daily rates (ADR) for all lodging categories have risen significantly since the pandemic For example, ADR for hotels increased from $184 in 2019 to $253 in 2023, and hotel room inventory has expanded steadily since 2018 This growth led to more room nights sold and higher total hotel revenue, reaching $1 19 billion in 2023 Notably, alternative lodging accounted for 20 to 30% of total room nights sold in recent years but only contributed 15-20% of revenue, reflecting the continuing importance of traditional hotel revenue
– Lodging Performance: From a seasonal perspective, alternative lodging shows more consistent occupancy rates, whereas hotel performance peaks during February and March, with lows in the summer months of July through September This seasonality significantly impacts related hospitality sectors such as restaurants and attractions, emphasizing the need for strategic planning to boost occupancy and revenue during slower months When compared to 13 competitive Florida markets in 2022 and 2023, Palm Beach County ranks 9th in occupancy but 3rd in ADR, outpacing competitors like Miami and Sarasota in pricing. Palm Beach County’s hotel room count places it 8th in the market, with revenue ranking 6th, showing strong revenue per hotel performance relative to its peer markets.
– Visitation to Palm Beach County: Placer.AI , a cloud-based, location intelligence software was used by CSL for analyses revealing that the New York metropolitan area represents the primary source of visitors to PBC, contributing 1.4 million visitors and 5.4 million visit nights over the last 12 months. Other major source markets include Florida cities such as Miami, Orlando, and Tampa, along with out-of-state markets like Boston, Washington D C , and Philadelphia. In total, 10 of the top 18 CBSAs (Core-Based Statistical Areas) providing visitors to PBC are from outside Florida Visitors tend to stay in the eastern half of the County, primarily in West Palm Beach, Riviera Beach, and Boca Raton, with fewer visitors venturing west despite the larger geographic area Additionally, CSL’s data highlights variations in visitor origin patterns among PBC’s individual cities Popular destinations like Boca Raton, Delray Beach, Jupiter, and West Palm Beach align with the broader County trend, drawing most of their visitation from New York and Miami However, in Wellington, Miami leads as the primary source of visitors, followed by New York. In contrast, Belle Glade attracts most of its visitors from in-state locations An analysis of PBC's 39 municipalities shows that higher population centers like West Palm Beach, Boca Raton, and Delray Beach generate the most visitor spending. Interestingly, smaller municipalities such as Palm Beach Shores, Manalapan, and Juno Beach lead in visitors per capita.
The following material is a summary of the research prepared and compiled by both CSL and the TDC The material primarily focuses on the tourism assets and industry performance of Palm Beach County. The research summaries are segmented into two groups: A) previously conducted research, studies, plans and reports provided by TDC and B) primary research and analysis conducted by CSL. The summaries within each group are listed in alphabetical order, followed by further detail regarding observations and takeaways for each. Note that key takeaways and potential areas of focus for the TMP are in bold.
A.) TDC – PROVIDED DOCUMENTS:
1. Cultural Council Marketing Report FY23
2. Cultural Tourism Plan – Executive Summary FY24
3. DTPB 2024 and 2025 Strategic Plan
4. DTPB Brand Tracker Study 2024
5. DTPB Destination Marketing Plan 2023 – TDC Board Presentation
6. DTPB Destination Marketing Plan 2024
7. DTPB Destination Next - Multi User Online Diagnostic Tool Results 2017
8. DTPB LGBTQ+ Travel Report 2015
9. DTPB Visitation and Spending Data 2023
10. DTPB Visitor Profile 2019
11. DTPB Visitor Segments 2022
12. Film and Television Commission Marketing Plan – Executive Summary FY24
13. Film and Television Commission Marketing Plan FY23
14. Hotel Market Advisory Services – West Palm Beach Submarket 2018
15. Palm Beach County Resident Survey – October 2023
16. Palm Beach County TDC Strategic Plan
17. Sports Commission Marketing Plan FY23
18. Sports Marketing Plan – Executive Summary FY24
19. Visit Florida ‘A Brand Called Florida’ Presentation
B.) CSL RESEARCH AND ANALYSIS:
1. Accommodations Inventory
2. Attractions Inventory
3. Demographics Analysis
4. Placer.AI Analysis
5. STR Analysis
A.) TDC – PROVIDED DOCUMENTS
CULTURAL COUNCIL MARKETING REPORT FY23
The FY2023 Cultural Tourism Marketing Report notes that the cultural sector in Palm Beach County generates more than $633 million in annual economic impact and employs over 14,000 people. It is important to consider that cultural tourists oftentimes stay longer and spend more than other visitor segments This segment’s higher-than-average economic contribution justifies focused efforts to attract them, and Palm Beach is uniquely positioned to do so The Palm Beaches are nicknamed “Florida’s Cultural Capital” because art and culture are part of the destination’s brand and what differentiates it from in-state and out-of-state competitors Recognizing the economic value of the cultural sector is crucial for future resource allocation and with respect to the Master Plan
One major way the Cultural Council is pursing this visitor segment is via a targeted and multifaced marketing plan, one which is in concert with the other TDC Agencies (DTPB, PBC Sports Commission, PBC Film & Television Commission). This plan includes digital and print media advertising, co-op advertising, paid/organic social media, influencer marketing, blogs and native content, email market, video, activations and art infusions, public relations and consumer magazine published triannually. The Cultural Council serves as a central coordinator for the cultural sector and stewards funds and strategies that attract high value cultural tourists. The Cultural Council utilizes insights from state and County organizations to refine its marketing efforts, and its geographic and demographic targets can be seen in the exhibit below.
TARGET AUDIENCES
The Council will continue to be nimble with target audiences utilizing insights from VISIT FLORIDA, Discover the Palm Beaches, and other TDC agencies to market to the right audiences at the right time
INTERNATIONAL
Canada
Montreal Ottawa
Toronto
NATIONAL
Boston
New York
Philadelphia
Washington D.C.
Chicago
Houston
Los Angeles
DRIVE MARKETS
Ft. Meyers | Naples
Jacksonville
Miami | Ft. Lauderdale
Orlando
Tampa
Atlanta
CONTINUE TO REFINE AUDIENCE PROFILE
Millennial
Gen X
Cultural Boomer (Age 35+)
HHI: $75K+
Millennial, Gen X and
Cultural Boomer (Age 35+)
HHI: $75K+
Millennial (under 35) and Gen Z*
INTERESTS
IN Travel
Vacations
Arts (Museum, Ballet, etc.)
Millennials and Gen Z travelers made up 28% of Florida visitors in 2021, up from 24% in 2019. These younger travelers are more likely to prioritize authentic, immersive experiences, and often rely on social media and influencers for travel decisions. This demographic shift suggests the importance of adapting cultural marketing strategies to appeal to younger audiences. The Tourism Master Plan should consider the integration of digital marketing tactics and creation of arts/cultural experiences that resonate with these emerging travel segments, as gleaned from the Cultural Council’s report.
The Marketing Report notes that inflation and rising travel costs in 2022 had a significant impact on travel behavior. Gas prices were up 44%, food costs rose by 9%, and car rental rates averaged $101 per day, all of which affect how visitors perceive the value of their trips. The report indicates that cultural tourism can play a role in enhancing value perception, as cultural experiences often garner higher expenditures Understanding these trends will help the Tourism Master Plan address potential barriers to travel by promoting the unique value of Palm Beach County’s cultural offerings.
In response to the COVID-19 pandemic, the Cultural Council established the Palm Beach County Cultural Resiliency Fund, distributing over $186,000 in grants to 15 organizations. This effort, alongside private fundraising that created a $45,000 artist relief fund, helped the cultural sector recover from the severe financial strain caused by the Pandemic The report's focus on resilience and recovery initiatives highlights the importance of maintaining strong support systems for cultural organizations Including similar strategies in the Tourism Master Plan will ensure that cultural tourism remains sustainable and resilient in the face of future challenges
CULTURAL TOURISM PLAN
The County Cultural Council prepared an executive summary for its FY24 Tourism Marketing Plan, which outlines the strategic priorities for promoting Palm Beach County as Florida's Cultural Capital®, focusing on attracting cultural tourists, wellness seekers, and family travelers Digital marketing, community engagement, and DEIA initiatives are emphasized as opportunities to enhance the region's cultural tourism offerings and drive visitor growth
According to the Summary, data suggest that 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 It is noted that while “bleisure” (mixing business trips with leisure activities) and eco-tourism are long standing destination trends, the wellness trend and its relationship to the arts presents a new opportunity for product and experience development in The Palm Beaches, as tourists say they are seeking improvements to their physical and emotional health A study by the Florida Division of Arts & Culture shows that 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, the Cultural Council predicts that cultural tourists will play an integral role in attracting wellness-seeking visitors to the destination. This identification of a growing trend of wellness tourism, and particularly its intersection with cultural activities, indicates that the Tourism Master Plan should devise strategies that integrate wellness with cultural tourism, catering to visitors seeking both physical and emotional well-being through arts and culture.
The report also notes that the Cultural Council will specifically be targeting Millennials and younger Gen Z’ers, two groups who are propelling growth in niche travel. According to the Council, these groups specifically seek out wellness and one-of-a-kind experiences and tend to immerse themselves in local culture. During interviews with local stakeholders, these demographics, specifically younger Gen Z’ers, were identified as a segment that the destination could do more to capture In conjunction with the Cultural Council’s efforts, the Tourism Master Plan should develop targeted strategies that capture the interest of Millennials and younger Gen Z travelers who seek these unique experiences This could include creating more wellness-oriented offerings, promoting one-of-a-kind cultural and wellness events, and leveraging digital platforms and social media in unique, creative and targeted ways – such as using generation-specific humor or catered language – to differentiate from other competitive destinations and better engage these demographics as a result
DTPB 2024 AND 2025 STRATEGIC PLAN
Discover the Palm Beaches’ 2024-2025 Strategic Plan outlines key initiatives and objectives for sustaining and growing tourism in Palm Beach County over the next two years, with a focus on revenue optimization, collaboration across agencies, sustainability, and inclusivity It also highlights targets for increasing visitation, market share, and community engagement while addressing the challenges of slow economic growth and evolving travel trends
A key focus of the strategic plan involves cross-agency collaboration among the major tourism stakeholders within Palm Beach County The plan highlights joint initiatives between the Convention Center, Cultural Council, Sports Commission, and other agencies to secure large-scale events, grow cultural tourism, and improve operational efficiency This collaborative approach will be essential to the Master Plan, as it aligns multiple stakeholders to collectively enhance the destination’s tourism offerings The plan also places an emphasis on sustainability and diversity, equity, inclusion, and accessibility (DEIA) It includes strategies to promote sustainable tourism through campaigns like "Sea to Preserve" and efforts to make Palm Beach a more accessible and inclusive destination. For the Master Plan, integrating these principles will be crucial in positioning Palm Beach as a leading sustainable and welcoming destination. Additionally, the strategic plan emphasizes workforce development and community engagement, including initiatives to encourage careers in hospitality among local high school students and promote resident sentiment through campaigns like "Love The Palm Beaches." These efforts highlight the importance of integrating local community support and talent development into the Master Plan to ensure long-term sustainability and community buy-in.
DTPB’s quantitative goals are listed in the table below. DTPB is committed to increasing overall visitation, economically impactful events, room night revenue and overall tourism spending by 2025. These revenue, spending, and visitation targets should guide the Master Plan’s efforts in expanding tourism infrastructure and improving marketing strategies to meet these ambitious benchmarks
DPTB BRAND TRACKER STUDY 2024
Discover the Palm Beach’s 2024 Brand Tracking Study monitors the performance of The Palm Beaches brand in key domestic and international markets, focusing on awareness, desirability, and visitation intent The report also provides insights into the effectiveness of recent advertising campaigns and tracks the brand's reach across diverse demographic segments, highlighting trends in both domestic and international travel demand
DPTB noted that ad exposure had the lowest impact on destination awareness, but significant impacts on brand awareness, familiarity, desirability, and visitation (realized and prospective) The effectiveness of advertising exposure varied across target segments In particular, the beach and family segments performed well, with increased exposure to DTPB advertising among LGBTQ+, Black/TOC and Hispanic travelers, while exposure for disabled travelers lagged behind This shows that targeted advertising efforts are reaching diverse audiences, though specific segments may need additional attention to ensure inclusive marketing strategies
Generally, desirability is down among Florida destinations; the exhibit below outlines drops of between one and five points in the desirability Palm Beach and six competitive destinations between 2023 and 2024. This decline highlights the importance of revitalizing the appeal of the destination as part of the Tourism Master Plan, including enhancing the visitor experience, promoting unique offerings, and differentiating Palm Beach from other Florida locations.
DESTINATION DESIRABILITY
(TOP BOX – PERCENT MUST EXPERIENCE)
Desirability down for all Florida destinations
Sarasota Ft. Meyers
Naples St. Pete Ft. Lauderdale The Palm Beaches Miami
As seen in the exhibit below, the likelihood of 18–24-year-olds to visit the market has also decreased over the last three years, dropping from 26 percent in 2022 to 22 percent in 2024 Likewise, awareness (eight percent decrease since 2022) and desirability (seven percent decline over last year) have also declined within this demographic segment The Tourism Master Plan should prioritize strategies to engage younger travelers This could involve developing more youth-oriented experiences, promoting events, activities, and attractions that appeal to this demographic, and leveraging digital marketing channels to reach these younger audiences
DPTB DESTINATION MARKETING PLAN 2023 – TDC
Discover the Palm Beaches’ TDC Board Presentation for the FY2023 Destination Market Plan outlines strategic initiatives to enhance tourism growth in The Palm Beaches, focusing on brand evolution, group and leisure sales, and diversity, equity, and inclusion (DEI) efforts It also highlights opportunities in international markets, digital expansion, and community engagement to ensure sustainable tourism and economic development
According to the presentation, group room nights showed significant recovery in 2022, reaching nearly 85% of 2019 levels DTPB notes that a restructured sales approach that pairs the group sales team with greater support from the leisure sales, destination experience and culture teams has contributed to greater event retention. Future growth should continue to focus on business travel, conventions, and meetings, positioning Palm Beach and the Convention Center District as premier destination for large-scale, highly impactful events.
% OF RESIDENT SUPPORT
DTPB conducted a poll of residents regarding their support for four key aspects of tourism As shown in the graphic above, 66 percent of residents support the welcoming of visitors to the destination, 65 percent support the promotion of tourism, and 68 percent support the attraction of events to the Palm Beaches However, a significantly lower percentage (59 percent) support the construction of new facilities which could drive tourism to the destination. These data suggest that the Tourism Master Plan should prioritize community engagement and transparent communication regarding the benefits of new facilities. Emphasizing how new construction can enhance the visitor experience and contribute to local economic growth, while addressing concerns about potential impacts on the community to gain broader support for future developments, could help increase this support rating.
The 2023 Marketing Plan also discusses DTPB’s strategic focus on expanding influencer collaborations to target key demographics and markets. The Palm Beaches aims to partner with influencers who represent diverse backgrounds, including a significant focus on DEI (Diversity, Equity, and Inclusion) influencers, to create authentic, user-generated content. With regard to the Tourism Master Plan, this approach highlights the need to invest in influencer-driven campaigns that resonate with various traveler segments, amplifying brand reach and enhancing engagement through digital platforms
DPTB DESTINATION MARKETING PLAN 2024
Discover the Palm Beaches’ 2024 Destination Marketing Plan outlines strategies to enhance The Palm Beaches' brand, increase international and domestic market share, promote sustainability and inclusivity, and drive year-round tourism through infrastructure development and transformational events It also emphasizes community engagement and the integration of innovative marketing technologies to ensure long-term tourism growth As shown in the table below, DTPB’s 2023 goals were largely met, through restoration and growth of leisure/hospitality jobs (93 percent of goal) and increases in group contribution to hotel rooms nights (85 percent) These will be areas of focus for the Tourism Master Plan
The Marketing Plan notes that over $500 million in hotel and attraction renovations have enhanced and upgraded the overall Palm Beaches 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 will play a key role in communicating to potential travelers the true value of the enhanced destination experience and service levels compared to other competitors. Additionally, measurements of traveler expectations show that guests are increasingly expecting a higher level of service than pre-pandemic, which aligns with The Palm Beaches continued investment in quality amenities and services.
A lower level of service than before the pandemic
A higher level of service than before the pandemic
The same level of service as before the pandemic
Source: Travel Sentiment Study Wave 75
January 4 2023
June 21 2023
The Marketing Plan also points to a trend in travelers moving away from outdoor and nature experiences as post-COVID behaviors evolve. Interestingly, research by Visitor Florida seen later in this report indicates that, state-wide, visitors continue to move towards and prefer outdoor experiences, implying the preferences of Palm Beach visitors may be unique relative to the rest of the state The Master Plan should consider new experience-driven offerings, such as cultural, resort, and city-based attractions, that align with the current trends of Palm Beach-specific visitors The plan also identifies transformational events as a key strategy to generate demand during off-peak periods and grow tourism year-round Incorporating these events into the Master Plan will help stabilize seasonality and create new growth opportunities for tourism-related infrastructure and local businesses
DPTB DESTINATION NEXT – MULTI USER ONLINE DIAGNOSTIC TOOL RESULTS 2017
Destination Next’s Multi-User Online Diagnostic Tool provides an assessment of Palm Beach County’s tourism strengths and weaknesses in two key categories: Destination Strength and Community Engagement This 2017 analysis incorporates responses from over 90 County Stakeholders including DMO staff, municipality chambers and hoteliers Compared to the US average, Palm Beach County (average of all responses) profiles as an above-average established destination (high destination strength) with average community engagement, placing it in the preferred quartile (Trailblazers) of the Destination next plot exhibited below
STRONG COMMUNITY ENGAGEMENT
VOYAGERS
DEVELOPING DESTINATIONS
UNITED STATES AVERAGE
PALM BEACH AVERAGE
TRAILBLAZERS
EXPLORERS
ESTABLISHED DESTINATIONS
MOUNTAINEERS
WEAK COMMUNITY ENGAGEMENT
Amongst stakeholders, the relative importance of Mobility & Access and Communication & Internet Infrastructure were significantly higher than Destination Next’s industry averages. Importance of other common destination features, including Attractions & Entertainment, Accommodations, Destination Performance, Sports and Recreation Facilities., were rated as relatively less important than markets across the U S However, stakeholders rated the performance of these categories very highly Palm Beach County stakeholders viewed the destination’s performance more positively than average across all 10 variables, with only the performance of Events and Communications & Internet Infrastructure nearing industry average ratings
Destination Next also prepared a report card for Community Support & Engagement. Stakeholders rated a number of engagement factors at similar rates of performance (8 of 10 variables scored between 10.0 and 10.2 out of 100 in terms of their relative importance). When asked to score the perceived performance of the destination in those same categories, stakeholders indicated that Economic Development, membership strength and support, funding support & certainty and workforce have all performed better than average Key areas of areas for improvement highlighted by Stakeholders include regional cooperation and effective advocacy The Tourism Master Plan should prioritize building stronger collaborative efforts between Palm Beach County’s municipalities, tourism organizations, and regional partners Additionally, the plan should focus on enhancing advocacy initiatives to better align tourism goals with broader regional, state and national policies, ensuring unified efforts to address challenges and promote sustainable growth
DPTB LGBTQ+ TRAVEL REPORT 2015
In 2015, Community Marketing & Insights (CMI) surveyed more than 2,300 LGBTQ+ travelers, and from their responses garnered insights related to visitor demographics, motivations, and travel preferences The Travel Report presents data regarding LGBTQ+ visitor profiles, travel behaviors, and their perceptions of The Palm Beaches as a destination, with comparisons to other Florida locations
HOUSEHOLD INCOME
WHEN YOU THINK ABOUT HOW MUCH YOU SPEND ON VACATION, WHAT TYPE OF TRAVELER ARE YOU?
Please Pick One That Best Applies
The report notes that LGBTQ+ visitors to The Palm Beaches tend to have higher household incomes compared to the general LGBTQ+ traveler population, with 40% reporting incomes over $100,000 compared to a United States average of 32 percent. They are also more likely than the average LGBTQ+ person to be luxury travelers, with 17 percent identifying themselves as luxury/high end travelers compared to an average of eight percent This suggests an opportunity for Palm Beach County to focus on luxury travel offerings tailored specifically to this segment given their higherthan-average levels of household income and self-identification as luxury travelers Palm Beaches’ LGBTQ+ travelers enjoy live theater, musical performances, food festivals and water activities more than the average US LGBTQ+ traveler, and activities like golf, spas and gaming ranked relatively lower, even thought these are often featured in Palm Beaches’ LGBTQ+ communications The Tourism Master Plan should consider targeted marketing approaches which consider the specific, and somewhat unique, preferences of Palm Beaches LGBTQ+ community.
Can hold partner’s hand in the street without worry
WHAT ARE YOUR THOUGHTS ABOUT SEEING LGBTQ+ IMAGERY IN THE MAINSTREAM MEDIA VS. THE LGBTQ+ MEDIA?
An ad in the mainstream media, including a same sex couple or LGBTQ+ family has more impact
An LGBTQ+ specific ad in the LGBTQ+ media has more impact
BY DEMOGRAPHIC
AN AD IN THE MAINSTREAM MEDIA, INCLUDING A SAME SEX COUPLE OR LGBTQ+ FAMILY, HAS MORE IMPACT
Safety and being LGBTQ+-friendly were identified in the Report as crucial factors influencing destination choice, with 58 percent of respondents identifying safety as their number one most important destination factor The Master Plan should emphasize maintaining and promoting Palm Beach as a safe, inclusive destination, particularly for LGBTQ travelers. In fact, 63 percent of respondents indicated that an ad in the mainstream media including a same sex couple or LGBTQ+ family has more impact than the same in LGBTQ2++ specific media. Younger respondents rated this question even higher than the overall percentage (69 percent). Ads in mainstream media which feature same sex couples could be effective in branding Palm Beach County as a safe and inclusive destination for LGBTQ2++ travelers. The Tourism Master Plan should balance traditional LGBTQ+specific campaigns with broader, inclusive mainstream marketing strategies.
DPTB VISITATION AND SPENDING DATA 2023
Discover the Palm Beaches conducted in depth research related to gross visitation and spending by market of origin. In 2023, the Palm Beaches hosted approximately 9.48 million visitors, with 30 percent of visitation occurring in Q1, 24 percent in Q2, 22 percent in Q3 and 24 percent in Q4 The New York metropolitan area was the most common origin point for visitors, followed by in-state metropolitan areas like Miami, Orlando and Tampa and Canada, which accounted for the fifth highest level of visitation and nearly half of the County’s 800,000 total international visits The Tourism Master Plan should consider the importance of maintaining strong marketing efforts in these key markets – given that these regions account for a significant portion of Palm Beach County's visitation, the plan should focus on targeted promotions and maintaining connectivity with these markets, particularly to sustain high visitation levels in Q1 and Q4 when travel demand is strongest Additionally, the importance of Canadian visitors highlights the need for continued international marketing efforts and airlift partnerships to support growth in international tourism.
VISITATION BY QUARTER
Mary’s-Palatka, FL-GA
Woodlands, TX
Visitor spending totaled approximately $6 97 billion in 2023 and spend by quarter followed a near identical trend to overall visitation by quarter. Of the $6.97 billion, 33 percent was allocated to lodging and 27 percent to food and beverage It is notable that while the Miami-Fort Lauderdale metropolitan area accounted for the second most visits in 2023, it accounted for the most visitor spend over the course of the entire year, ahead of the greater New York area Miami’s proximity to Palm Beach relative to New York, and the recent addition of the Brightline, may suggest that visitors from South Florida are likely spending less on travel to the Palm Beaches and therefore have higher amounts of disposable income to spend in market The Tourism Master Plan should attempt to capitalize on the high spending power of visitors from the Miami metropolitan area, especially given their ability to allocate more disposable income toward in-market activities due to lower travel costs Additionally, targeted seasonal campaigns should be implemented to continue to attract New York visitors, particularly in Q1 when their spending is highest. The Master Plan should also leverage the convenience of the Brightline to further increase visits and spending from Miami, while prioritizing attraction, destination and experience developments that will maximize the economic impact of these key visitor markets.
$150,077
$6,973,957
The Palm Beaches attracted 8 2 million visitors in 2019, with 5 19 million staying overnight, of which a significant portion (25 percent) stayed with friends or family, while others used vacation rentals, second homes, or timeshares With 4 48 million hotel room nights sold and 1 million additional room nights booked through Airbnb, VRBO, and HomeAway, the Tourism Master Plan should emphasize promoting diverse accommodation options, including alternative lodging, to cater to varying visitor preferences
In 2019, 23 percent of hotel room nights stemmed from group blocks associated with events such as conventions, sports tournaments, and family reunions; and group travel continues to present a significant opportunity Additionally, 39% of conference visitors are first-time visitors, highlighting the importance of attracting more conventions and business meetings to bring new visitors to the area
The report notes that 2019 visitors used a range of sources to find travel information, with OTAs (16 percent), social media (9 percent), and travel agents (9 percent) being the most common The Master Plan should focus on optimizing digital and online strategies, including partnerships with OTAs and enhanced presence on social media platforms, to reach potential visitors in key markets
African American visitors, who accounted for 10 percent of visitation in 2019, are more likely to be first-time visitors and travel for marketable trips or business, per the exhibits below They show a strong interest in history and cultural activities, suggesting that cultural heritage tourism could be a significant growth area The Master Plan should focus on further developing cultural offerings and historical sites to attract this segment.
TRAVEL INTERESTS
DPTB VISITOR SEGMENTS 2022
The Discover the Palm Beaches Visitor Segments - CY 2022 Updates Report provides a detailed analysis of the various leisure traveler segments visiting Palm Beach County, including demographic profiles, trip planning behavior, and market share comparisons with other Florida destinations It highlights key trends in visitor preferences and performance across seven segments, offering insights to inform tourism strategies
In 2022, the Bed, Beach & Beyond (leisure overnight travelers who indicated beach was a primary or secondary reason for visiting Florida) and LGBTQ+ (leisure overnight visitors to Florida who identify as being LGBTQ) segments saw statistically significant decreases from the year prior across all of Florida Given these declines, which are presented in the exhibit below, and the fact that Palm Beach is consistent with the state percentage capture for these segments but lags well behind the competitive set, the County Tourism Master Plan must consider the importance of tailoring future campaigns to revitalize interest among these segments Given demographic and socioeconomic data provided by the Segment report, additional capture could be earned by enhancing beach experiences and developing more inclusive experiences and promotions that resonate with LGBTQ travelers.
SIZING
As seen below, Palm Beach ranks favorably amongst its competitive set in capturing Cultural Explorers, Hispanic and Exploring with Friends & Relatives (EFR) segments (Palm Beach captures the second highest percentage among a set of six-instate competitive destinations) Palm Beach can capitalize on its already strong position with the Hispanic market by expanding culturally relevant events, promotions, and experiences tailored to this group
PALM BEACH RANK
The Film and Television Commission prepared an executive summary for the FY24 Marketing Plan, which outlines strategies to promote Palm Beach County as a premier global production destination, highlighting economic impacts, expanded media collaborations, and a focus on enhancing The Palm Beaches TV to drive tourism and production growth
The summary notes that the Film and Television Commission achieved a record-breaking economic impact of $238 7 million last year, with an 80% growth in production revenues over the past decade This growth emphasizes the potential of the production industry to further boost Palm Beach County’s economy, positioning it as a global production hub and points to the need for the Master Plan to support the entertainment and business tourism sectors
The FTC’s focus on expanding The Palm Beaches TV through strategic collaborations like the South Florida Daily, will increase local and regional exposure to Palm Beach County’s tourism offerings–this aligns with comments made by stakeholders suggesting that the County could benefit from better leveraging of television and digital platforms to increase local advertising The Master Plan should continue to incorporate innovative media tools that not only enhance destination marketing and attract visitors but educate local (and seasonal) residents about culture and entertainment opportunities/experiences in the County
FILM AND TELEVISION COMMISSION MARKETING PLAN FY2023
The Palm Beach Film and Television Commission’s (FTC) FY23 Marketing Plan outlines strategies to promote Palm Beach County as a leading production destination, emphasizing economic impact, workforce development, and expanding media platforms like The Palm Beaches TV It also highlights key initiatives in diversity, infrastructure development, and partnerships to enhance tourism and attract more film and television projects to the region
The Marketing Plan notes the importance of the film and television industry for tourism in Palm Beach through its program objectives and performance measures, which are presented in the exhibit below Entertainment and production generate an estimated $200 million in annual economic impact for the County, creating short-term revenue boosts and destination awareness while also creating jobs Productions put heads in beds, employ locals and utilize area facilities The industry is known to infuse cash into local businesses and positively impact impoverished, urban, metropolitan and residential neighborhoods when they welcome commercial productions The Tourism Master Plan should continue to support this significant contributor to the county’s economy by fostering a production-friendly environment
According to the Marketing Plan, FTC produces weekly webisodes featuring curated content from shows on The Palm Beaches TV (PBTV) This campaign is produced in-house by FTC staff, often features local representatives from FTC sister agencies as well as Lion Country Safari, The Honda Classic, Palm Beach County’s Parks and Recreation Department, and Palm Beach County’s Office of Equal Opportunity. In 2023, FTC expanded the distribution of these Watch Party webisodes to YouTube which has greatly expanded the size of their platform Expanding distribution to YouTube will significantly increase visibility, allowing the destination to reach a broader audience and strengthen its digital presence, aligning with modern trends in content consumption. These webisodes could provide an opportunity to connect cultural institutions by showcasing their diverse offerings in a unified platform. The PBTV platform could serve as a tool for cross-promotion, helping to raise the profile of cultural institutions, drive visitor engagement, encourage exploration of multiple sites, and attract a broader, more diverse audience through webisode content. Additionally, the curated nature of the webisodes – which feature guest hosts and cover diverse topics related to Palm Beach County’s attractions and cultural institutions – could easily be adapted into audio format By extrapolating the content into podcast or other forms, the Film & Television Commission (FTC) could reach a broader audience, especially among those who prefer audio or other content types for commuting or multitasking
The FTC notes that Palm Beach is home to a sizeable community of famous filmmakers and celebrities who contribute to many national and international productions The FTC promotes the work of local professionals by providing resources when needed and by featuring them on social platforms and in the monthly newsletter Production in The Palm Beaches receives a significant boost from celebrities, professional athletes, and business executives who live and work in County This base of high-profile residents could be leveraged to position Palm Beach County as a hub for media and production tourism, attracting visitors interested in the film industry, celebrity culture, and behind-the-scenes experiences. Promoting these high-profile projects and leveraging celebrity endorsements can enhance the county's appeal, drawing more tourists to visit production locations, attend events, and explore the creative arts sector.
In 2018, HVS Global Hospitality Services prepared an analysis of hotel market trends which highlighted unaccommodated demand in the Convention Center District due to insufficient hotel capacity The report underscored the need at that time for additional hotel developments to support growing demand, particularly for group business and long-term tourism growth
The report notes that pre-Pandemic, the Palm Beach County Convention Center was losing group business due to a lack of sufficient hotel rooms within proximity to the Convention Center In 2018, the Convention Center was unable to maximize its bookings due to a limited number of hotels within one half mile and the headquarter property’s (Hilton West Palm Beach) inability to provide significant group room blocks This is also a challenge associated with Marriot West Palm Beach, which is the only other full-service hotel within a half mile of the Convention Center Since 2018, these challenges have not yet been alleviated While the 150-key Canopy by Hilton property opened 0 4 miles from the Convention Center in 2020, interviews with stakeholders suggest that meeting planners still struggle to secure sufficient room blocks within proximity to the convention center, and the Hilton and Marriott properties continue to prioritize their own group business over room blocks due to high demand from leisure and corporate travelers. Preliminary plans exist for a second headquarter hotel in near the Center, which could help to address these challenges. The Tourism Master Plan must consider the critical need for additional hotel capacity within proximity to the Palm Beach County Convention Center. Prioritizing the development of a second headquarter hotel and exploring further hotel expansion near the Convention Center will be essential to addressing this long-standing barrier to maximizing convention/tradeshow bookings.
FIGURE 34: UNACCOMMODATED DEMAND ESTIMATE
PALM BEACH COUNTY RESIDENT SURVEY –
DTPB conducts an annual online resident survey; in 2023, this survey garnered over 800 responses, which were compiled into a Resident Tourism Perception Report.
Sentiment among residents towards tourism was analyzed during the survey process. Resident sentiment towards tourism remained largely unchanged in the past year, with 73 percent of residents indicating that tourism has a positive impact in both 2022 and 2023 Positive sentiment has increased with most groups, however residents with disabilities and residents who have lived in market for less than two years fell 11 percent and five percent, respectively, in positive feelings towards tourism over the last year To address these declines, the Tourism Master Plan should incorporate more inclusive, accessible tourism initiatives and community outreach to better engage these groups, ensuring that tourism benefits are clearly communicated and felt by all segments of the population
Residents were also asked about the perceived impact of tourism in enhancing quality of life, increasing tax revenues and creating well-paying jobs (see graphic above) It is notable that only 57 percent of respondents believed that tourism increases tax revenues are used to benefit the community compared to 69 percent in 2022 This suggests a need for the Tourism Master Plan to better communicate the economic benefits of tourism. The plan should emphasize transparency in how tourism-generated funds are used for public services, infrastructure, and community improvements, ensuring residents understand the direct benefits of tourism on their quality of life.
Tourism creates many well-paying jobs for residents
Tourism increases tax revenues, not paid by residents, that are used to benefit the community
Tourism enhances the quality of public services for residents
Survey respondents were also asked if they felt the reinvestment of bed tax on Tourism Promotion, Spring Training Facilities, Attraction of Events, the Convention Center and Beach Renourishment was a good or bad use of funds The percentage of “good responses” for 2021-2023 is listed in the graphic below While responses remained stable year over year, it is clear that there is divide amongst residents on the use of bed tax dollars to support Spring Training Facilities Residents are overwhelmingly more supportive of reinvestment in Beach Renourishment and Attracting Events Taken together, this highlights the importance for the Tourism Master Plan to identify consensusdriven strategies approved by the community, while also communicating the benefits of any potential major public investment such as new and/or expanded event or sports facilities
Tourism Promotion
Spring Training Facilities
Attracting Events Convention Center Beach Renourishment
2021 2022 2023
PALM BEACH COUNTY TDC STRATEGIC PLAN
The Palm Beach County TDC Strategic Plan comprises goals which support the destination vision of Palm Beach County; to be a globally recognized destination that all visitors will want to experience because of its culture, lifestyle, and amenities
The TDC has two primary objectives with regard to advocating for tourism in Palm Beach County. The first is to work with affiliated agencies each year to determine State and local legislative agendas, including staging annual planning sessions, voting on primarily important issues, and directly engaging affiliated agencies to deploy their resources to mutually support or oppose measures Additionally, the TDC wants to develop a stronger voice in representing the County’s visitor economy Their goals include clear articulation of the opportunities that the Tourism industry and TDC possess in advancing financial and social inclusion of previously unengaged members of the community, and scheduling of regular appearances at Board of County Commissioner meetings to discuss successes, opportunities and needs of the affiliated agencies The Tourism Master Plan should align with these objectives by including strategies for additional community outreach that highlight how tourism can benefit local economies and enhance quality of life Additionally, stronger advocacy efforts, including regular updates to the Board of County Commissioners, will help ensure that tourism-related policies and initiatives receive the necessary support to drive growth and inclusivity.
The TDC is also analyzing opportunities to develop an ambassador program for residents that would encourage them to invite friends, relatives and other groups to visit, meet and compete in the County. To accomplish this, the TDC looks to make the Discover the Palm Beaches' calendar of events the go-to resource for all residents looking for leisure activities/experiences in the County. Consideration has also been given to the development of a program to incentivize all residents to encourage associations and sports teams with which they are affiliated to bring their events to Palm Beach County To align with these objectives, the Tourism Master Plan should explore the opportunity to develop a community-driven Ambassador program that empowers residents to actively promote Palm Beach County as a destination for leisure and events Additionally, positioning Discover the Palm Beaches' calendar of events as a key resource could facilitate local participation in leisure activities, an area in which stakeholder interviews indicate the County is currently challenged
Another key objective of the TDC 2022-2024 Strategic Plan is the development of iconic festivals and events, specifically during the Summer and Autumn offseason Tactics to accomplish this goal include the development of a Foundation to attract philanthropic investment into the expansion or development of events and festivals that highlight the culture of Palm Beach County, identification of funding opportunities to secure large-scale nationally televised events, identification of existing events with potential to become nationally recognized, and elevation of historically diverse events to mainstream status The importance of developing iconic festivals and events should be incorporated into the Tourism Master Plan, as they have the potential to enhance the county’s cultural tourism appeal while driving economic growth during off-peak seasons.
As part of the TDC’s goal to strengthen the collaboration of its affiliated agencies, the Strategic Plan suggests the development of a “Perfect Week” festival This potential event would target an existing shoulder season event from which to build out a seven-to-10-day festival that involves all of the affiliated TDC agencies’ destination assets Specific strategies include engaging the airport and area hotels to develop packages which create an immersive experience from arrival to departure and development of a QR code (which could be placed anywhere from bar coasters to facility signage) to drive visitors to explore every asset of Palm Brach County The Master Plan should further explore the “Perfect Week” concept, which would promote the County’s diverse assets and introducing tourists to a wider variety of areas in Palm Beach County
SPORTS COMMISSION MARKETING PLAN FY23
The County Film and Television Commission FY23 Marketing Plan outlines strategies to grow sports tourism, focusing on youth sports, off-season events, and expanding diverse offerings like golf, racquet sports, and equestrian competitions It highlights the economic impact of sports tourism and emphasizes the need for continued infrastructure development and inclusivity in event programming
SPORTS COMMISSION ROOM NIGHT PRODUCTION
The Sports Commission highlights recruiting and developing events during the summer, a time of year where hotel occupancy rates are traditionally at their lowest, is a primary focus of the organization The Commission notes that the youth sports marketplace lends itself to the summer months more than any other market segment, as families are more likely to travel freely with their children during this time of year. Summer is also a time when events tailored for Florida athletes thrive. As a dominant state for sports, Florida is home to an impressive array of state sports associations and governing bodies, offering a variety of sports events and activities that drive market tourism. Tournaments, showcases, invitationals, qualifiers, championships, camps, and clinics with a statewide reach are abundant during the summer. The Tourism Master Plan should feature a focus on youth sports events and statewide athletic activities during the summer to boost tourism during the low-occupancy season.
The report also points to fall and early winter as a critical time for boosting hotel occupancy rates The Palm Beach County Sports Commission is focused on placing high-impact sports events during this period, as evidenced by its success in securing major events such as the world’s largest lacrosse showcase, which generated over 14,000 hotel room nights in November 2020 The Sports Commission aims to further strengthen fall sports tourism by directly marketing to sports markets with active calendars from September to January and emphasizing outdoor sports, a competitive advantage for Florida’s warm climate
The Commission is also hosting marquee events like the FIP Polo World Championship and pursuing future game-changing events, including the National Hockey Festival and US Youth Soccer Olympic Development Program, to drive new benchmarks in fall and winter sports tourism. These initiatives suggest that the Tourism Master Plan should also prioritize the fall and early winter periods, which could entail support for outdoor sports events and the acquisition of marquee events that leverage Florida’s year-round climate and increase room nights during need periods.
The Palm Beach County Sports Commission is focusing on statewide events such as tournaments, showcases, and qualifiers to capitalize on the Florida drive market, especially during times of economic uncertainty. As research from Longwoods International Destination Intelligence suggests that travelers are planning fewer trips and cutting back on retail and lodging expenses due to rising gas prices, these drive-market events are becoming increasingly vital With lower cost structures and fewer travel days involved, drive-market events tend to be more resilient during challenging economic periods Given the potential for recessionary periods to occur in the United States, the Tourism Master Plan should consider support for and expansion of more local/regional events to ensure steady participation and mitigate the impact of reduced long-distance travel during times of economic downturn
The Palm Beach County Sports Commission is continuing to strengthen its partnership with CONCACAF, one of FIFA's six continental confederations, which oversees soccer development and competitions across 41 nations This collaboration has already brought national teams from countries like Bermuda, Guatemala, and Trinidad & Tobago to Palm Beach County for 10-day training camps ahead of major events such as the CONCACAF Gold Cup By hosting these training camps at facilities like The Gardens North County District Park, the Sports Commission is positioning Palm Beach County as a premier training destination. The Tourism Master Plan should aim to build on this partnership, attracting more teams and events, which would enhance Palm Beach’s international profile and further boost tourism through sports.
The Palm Beach County Sports Commission is in discussions with the English Premier League, the world’s most-watched sports league, to host training camps and exhibition games with its professional clubs. Strong leads have been established with clubs like Wolverhampton Wanderers, which is considering hosting a training camp and potentially an exhibition game at FAU Stadium. In addition, Liverpool FC has partnered with the Palm Beach Soccer Academy, bringing Liverpool’s brand and training expertise to local youth soccer players. The Palm Beach County Sports Commission’s efforts to establish connections with the English Premier League present a unique opportunity for the Tourism Master Plan - securing training camps and exhibition games with worldrenowned clubs can significantly elevate Palm Beach County’s international profile, attracting soccer fans, tourists, and media attention from across the globe Additionally, partnerships can generate year-round youth soccer tournaments and camps, further boosting local tourism through sports and increasing hotel room nights
The Palm Beach County Sports Commission recognizes the county’s 47 miles of beaches as a prime asset for attracting significant beach sports tourism, positioning it as a top destination for international beach tennis and volleyball events In addition to major beach sporting events which are already held in the County, such as the International Tennis Federation’s Beach Tennis World Tour, the Commission is actively pursuing additional amateur, collegiate, regional, and international beach sporting events
Hosting these events not only brings international competitors, generating longer stays and greater tourism impact, but it also elevates Palm Beach County’s standing on the world stage For the Tourism Master Plan, leveraging these natural assets for high-profile beach sports will help increase visitation, room nights, and Palm Beach County’s reputation as a premier sports tourism destination.
The Palm Beach County Sports Commission, in collaboration with the Village of Wellington, is working to synchronize the operations of Wellington’s 56 private polo fields the single largest concentration in the U.S. to create opportunities for hosting regional and national polo events. These fields are also equivalent to 336 rectangle fields and could be better leveraged as multipurpose fields. Through partnerships with private venue operators, this initiative aims to strengthen relationships and generate additional revenue for operators while repurposing polo fields for various sports tourism-related events The Tourism Master Plan should incorporate this strategy, as utilizing these expansive polo facilities can diversify the county’s sports tourism offerings and boost year-round visitation by attracting new events to the Wellington area
The County Sports Commission also conducted a data-driven analysis of sports event planners, as seen in the graphic below These individuals are overwhelmingly male (60 9 percent), and favor overall cost, good past experience with the destination, safety and incentive packages in their destination selection process. They also primarily use general internet searches, Sports Commission contacts, and word of mouth for their destination research. Slightly over half (54.7 percent) of planners will not select a destination until they tour it in person first. The Tourism Master Plan should consider the importance of tailored marketing efforts and destination incentives to meet the specific preferences of these sports event owners. Strategies to facilitate familiarization tours and provide strong, competitive incentive packages to attract event planners and secure more sports tourism business for Palm Beach County should also be incorporated.
DEMOGRAPHICS
MOST IMPORTANT DESTINATION ATTRIBUTES TO THE DESTINATION SELECTION PROCESS
1. Overall Cost (90.6%)
2. Good past experience with destination (85.9%)
3. Safety (85.9%)
4. Incentive packages offered by the Sports Commission (84.4%)
5. Geographic location (78.1%)
6. Hotels – Rates (75.0%)
7. Hotels – Quality (75.0%)
8. Distance of hotel to sporting facilities (71.9%)
TOP RESOURCES USED FOR DESTINATION RESEARCH
The Palm Beach Sports Commission recently prepared an executive summary for the FY24 Marketing Plan, which outlines the Commission's strategy to position Palm Beach County as a premier sports tourism destination, one that is focused on year-round event recruitment and sports infrastructure development The plan emphasizes expanding sports tourism during off-seasons, targeting the Florida drive market, and leveraging international events like the 2024 Olympics to boost economic impact
The Plan notes that in 2024, a focus of the Commission was pursuit of international events such as Olympic qualifiers and training camps to capitalize on higher international sports interest associated with the 2024 Olympics In considering the next 10 to 20 years of tourism in Palm Beach, the Master Plan should consider the enhancement of infrastructure and marketing to attract international sports events during times of high interest (future Olympics, international tournaments like the World Cup, etc ) Hosting qualifiers and training camps associated with these world renowned, highly visible sports tournaments/events could elevate Palm Beach County as a premier destination for global sports, and potentially position it to win even larger bids for international, highly attended professional sporting events in the future.
According to the Executive Summary, the Sports Commission will contract with a creative agency to enhance marketing efforts and elevate brand presence in 2024 and beyond. The Commission selected Zimmerman Agency as the agency of record for FY24, a relationship which creates significate synergies – Zimmerman also serves as the Agency of Record for The Palm Beaches. The contracting of a creative agency presents an opportunity for the Commission to create specialized and impactful content to reach a wider audience; a creative agency can also craft compelling campaigns that effectively communicate the unique sports offerings and venues of Palm Beach County The Master Plan should align with this rebranding effort, supporting the promotion of Palm Beach County as a top-tier sports destination.
Another key Tourism Master Plan consideration is the Commission’s focus on spectator-driven sporting events as potentially significant drivers of sports tourism. The Commission will actively promote spectator sporting events to national and drive-in markets They note that increased attendance not only enhances the overall spectator experience but also generates substantial economic profit, and further showcases Palm Beach as a premier sports destination Growth in attendance could also foster the development of large spectator sporting venues which could attract larger professional or collegiate spectator sporting events and further solidify the County’s reputation as sports hub The Master Plan should highlight increased marketing efforts for spectator events, particularly those with national and regional appeal, to boost tourism and economic impact It should also consider the impact of increased attendance on the potential for new sporting facilities/venues in the County.
VISIT FLORIDA ‘A BRAND CALLED FLORIDA’ PRESENTATION
Visit Florida has prepared a presentation which provides an analysis of post-pandemic travel trends, highlighting the growing importance of sustainability, affordability, and targeting key demographics such as Millennials, Gen Z, and family travelers The presentation also emphasizes the need for Florida destinations to adapt to economic pressures, promote cultural and outdoor experiences, and leverage the State’s strong tourism brand to attract a diverse visitor base
The State of Florida has emerged as a top tourism destination in the wake of the pandemic As seen in the graphic above, Florida’s change in U S Domestic Airlift Capacity between 2019 and 2024 is higher than other states Visit Florida has also implemented an integrated marketing effectiveness study, a process comprised of 1,000 monthly surveys of domestic markets where Visit Florida allocates most of its marketing funds The results show that Visit Florida has been effective in positioning Florida as an attractive destination Forty-seven (47) percent of respondents indicated they would consider traveling to Florida in the next 24 months, while the next highest scoring destination (California) received a significantly lower 29 percent positive response rate. With regard to the Tourism Master Plan, it will be important to align marketing strategies with Visit Florida’s successful campaigns to further boost visibility and capitalize on the high intent of travelers to visit the state and ensure that Palm Beach County stands out among Florida’s diverse destination options.
CHANGE IN U.S. DOMESTIC AIRLIFT CAPACITY POST-PANDEMIC
NEW AIRLINE SEATS FLOWN BY STATE, 2024 VS. 2019
Family travel has remained robust post-pandemic; after a surge in 2021-2022, interest has remained elevated in 2023-2024 Families are more focused on scenic retreats like beaches and small towns and countryside’s than they are urban adventures Palm Beach County should further develop and market its natural assets to capture this segment, emphasizing environmentally conscious tourism to attract families seeking both relaxation and eco-friendly adventures; Belle Glade and other west-lying municipalities in Palm Beach County present an opportunity to further develop unique outdoor experiences which align with the growing preference for scenic and sustainable family travel
FAMILY TRAVEL PEAKED POST-COVID IN 2022 AND HAS REMAINED ELEVATED SINCE SEARCH INTEREST IN
‘TRAVEL
WITH FAMILY’ SINCE 2004
FAMILIES FAVOR RELAXED AND SCENIC SPOTS OVER URBAN AREAS
Multi-generational trips, those which include both parents/in-laws and children, were notably popular amongst survey respondents Fifty-five percent indicated that they expect to plan a multigenerational trip in the next 12 months The Tourism Master Plan should prioritize developing attractions, accommodations, and experiences that cater to various age groups This could include creating family-friendly attractions with intergenerational activities, offering accessible outdoor adventures, and promoting cultural and educational experiences that appeal to both children and seniors Additionally, the plan could incorporate resort stays, multi-bedroom vacation rentals, allinclusive packages, and special group pricing to attract these extended family units, ensuring that the destination accommodates their diverse needs
MORE THAN HALF FAMILY TRIPS EXPECTED TO BE MULTI-GENERATIONAL TRIPS IN THE COMING 12 MONTHS
A multi-generational trip (travel that includes your parents / inlaws and your children)
A trip with extended members of your family beyond your parents / in-laws (for example, aunts or uncles, nieces or nephews, or travel with your siblings and their children)
A trip with another or other families who are not related to your family
A skip-generation trip (travel that includes your children and their grandparents without you or your spouse / partner)
B.) CSL RESEARCH AND ANALYSIS
ACCOMMODATIONS INVENTORY
Analyzing the size, availability, and location of hotels is crucial to planning future tourism strategies The following exhibits and tables detail existing, in-development, and planned hotels and motels in Palm Beach County The first three tables (sorted by room count, then type) include open hotels, followed by in-development/redevelopment hotels, planned/proposed hotels, and open motels A color-coded legend can be found below these tables, highlighting the property and room counts associated with each lodging type
The chart below (left) depicts the chain scale of existing and planned hotels, including property and room counts, and the share of room count at each chain scale The chart below (right) depicts the existing and planned hotels and motels in each PBC municipality, including property and room counts, and the share of room count in each municipality
The map on the following page displays the geography of each hotel/motel property, corresponding to the number on the first three lodging charts above
Palm Beach County offers an existing 15,310 hotel rooms across 99 properties and 3,507 motel rooms across 75 properties, for a total of 18,817 open and available rooms In the current hotel development/redevelopment pipeline, there are a total of 785 rooms comprised of seven properties, with an additional 20 planned or proposed hotels with a potential of 3,199 rooms An example of a planned property includes the potential new Hilton property near the convention center in West Palm Beach
These hotels cater to a significant variety of traveler types, from the highest calibers of luxury, such as The Boca Raton or the Breakers, to a notable inventory of midscale and economy-tier hotels, such as Courtyard and Doubletree properties, for price-conscious travelers. Nearly half, 48 percent, of these hotel properties fall into a chain scale category of Upscale or higher, highlighting PBC’s capability to service high-end and high-value travelers. Approximately 36 percent of hotel rooms are classified as midscale or lower, which in addition to the 3,507 existing motel rooms, accommodate price-sensitive visitors.
As depicted in the map below and municipality chart above, a significant majority of these hotel/motel properties are located in the eastern third of the County, with only five motel properties (236 rooms, 1.3 percent of existing lodging rooms) found in the western half of the County near Belle Glade and Pahokee. West Palm Beach features the highest concentration of both properties (58) and room count (7,285) in the County, followed by Boca Raton (31 properties, 4,999 rooms), Palm Beach Gardens (13 properties, 2,252 rooms), and Delray Beach (14 properties, 1,481 rooms)
Alternative lodging properties including campgrounds, RV resorts, and bed and breakfasts, are highlighted on the following page. A total of nine campground/RV properties offer a combined 1,131 sites and 10 bed and breakfasts total 93 lodging rooms in the County
The largest camping property, the John Prince Park Campground in Lake Worth Beach, has a total of 300 sites Notable properties in the western half of the County include Torry Island Campground & Marina with 170 sites, Everglades Adventure RV & Sailing Resort with 118 sites, and South Bay RV Campground with 72 sites Notably, there are no bed and breakfast properties in the Western third of the County, with most being in West Palm Beach
ATTRACTIONS INVENTORY
Palm Beach County’s tourism identity is strongly supported by its vast quantity and variety of attractions. The primary tourism assets identified throughout Palm Beach County are displayed below and on the following page and are grouped into the following categories: Art/Museum, Landmark, Live Arts, Meeting Space, Nature, Outdoor Recreation, Shopping & Entertainment, and Sports
CSL utilized a list to analyze the existing attraction inventory of Palm Beach County. In early July of 2024, CSL toured 75 of these attractions and viewed many more in passing
Of 155 observed attractions, 35.5 percent fall into the Nature category, including key ecotourism assets, primarily driven by the County’s robust inventory of beaches, but also including natural areas, parks, and nature centers This is followed by Shopping & Entertainment with 27 attractions comprising 17 4 percent of observed attractions and includes shopping malls, mixed-use districts, and other shopping amenities Thirdly, 24 attractions (primarily golf courses) fall under the Outdoor Recreation category, making up about 15 5 percent of observed attractions
Arts and Culture are often lauded by PBC visitors and residents, with many referring to the destination as the “arts capital of the southeast ” Combined, the categories of Art/Museum (15 attractions, 9 7 percent of observed attractions) and Live Arts (9 attractions, 5 8 percent of observed attractions) make up about 15 5 percent of analyzed attractions
As is highlighted in the map above, most of these attractions are on the far eastern side of the County, with somewhat better dispersion compared to lodging properties previously analyzed Per each municipality, West Palm Beach yields the highest share with 27 attractions and 19 percent of observed attractions, followed by unincorporated areas of the County (19 attractions), Delray Beach (19 attractions), and Boca Raton and Jupiter (nine attractions each)
DEMOGRAPHIC ANALYSIS
The exhibits below and on the following pages illustrate the demographic profile captured within 11 County subdivisions, Palm Beach County, the state of Florida, and US benchmarking data, sourced from ESRI
Below is a map depicting the geography of each of the County subdivisions within Palm Beach County. On the following page, comparison bar charts highlight the breakdown of specific demographic statistics, per each County subdivision.
PALM BEACH COUNTY SUBDIVISIONS
The Boynton Beach-Delray Beach subdivision is the largest by size on the County's east coast and has the largest population (347,000) of any subdivision Its population is most closely followed by Lake Worth with 242,000 and Sunshine Parkway with 228,300 While the Glades subdivision is the largest in the area covered, it has the lowest population (543) by a significant margin The second least populated subdivisions are also on the western side of the County with Western Community having 33,000 residents and Belle Glade-Pahokee with 34,000 residents
Boynton Beach-Delray Beach has the oldest resident base, with a median age of 52 7 years, followed by Boca Raton with 50 2 years and Jupiter with 48 1 years The youngest County subdivisions include Belle Glade-Pahokee with 35 8 years, Lake Worth with 39 6 years, and Glades with 39 9 years
Belle GladePahokee
The five wealthiest subdivisions in the County are closely positioned in terms of median household income, ranging between $105,500 and $109,600 These include Western Community ($109,645), Jupiter ($106,768), Royal Palm Beach-West Jupiter ($105,752), Boca Raton ($105,733), and Sunshine Parkway ($105,513) These are notably higher than the Florida and US median household incomes of $74,715 and $79,068, respectively Those subdivisions with the least median household income are significantly lower, with Glades at $17,007, Belle Glade-Pahokee at $41,121, Lake Worth at $62,658, and West Palm Beach at $62,842, highlighting a significant disparity throughout the County’s geography.
2024 Total Population
2024 Median Age
Historic Annual Growth Rate ('10-'24)
Lake Worth, West Palm Beach, and Belle Glade-Pahokee are the County subdivisions with the highest diversity indexes, at 87 3, 83 6, and 78 3, respectively These figures are significantly higher than the US benchmarking figure at 72 5 The County itself has an index of 76 7, highlighting the variety of demographics throughout the community County subdivisions below the US diversity index include Riviera Beach (70 9), Sunshine Parkway (70 5), Western Community (69 8), Boynton Beach-Delray Beach (69 2), Boca Raton (57 4), and Jupiter (54 7)
While PBC has an employee-to-resident ratio above the US benchmark, 0 49:1 compared to 0 47:1, many of its communities still are below this figure These include Royal Palm Beach-West Jupiter, Belle Glade-Pahokee, Boynton Beach-Delray Beach, Sunshine Parkway, Lake Worth, and Western Community The higher a community’s employee-to-resident ratio, the better its economy is serviced by a sizable workforce
The County’s population has historically (past 14 years) grown at a rate almost double that of the US, 1 23% compared to 0 69% This is still below the state’s historic rate of 1 51% Historically, the fastestgrowing subdivisions have been Royal Palm Beach-West Jupiter (1.56%), West Palm Beach (1.56%), and Sunshine Parkway (1 54%) However, as projected for the future, those expected to grow at the highest rate for the next five years include West Palm Beach at 1.35%, Western Community at 0.75%, and Riviera Beach at 0.53%.
The heat maps below indicate the concentration of various observed demographic and socioeconomic statistics throughout the County, detailed by census tract. The darker color suggests higher concentration, with lighter denoting lower concentration. While the western two-thirds of the County typically have larger census tract geographics, it remains limited in most observed statistics. The eastern third of the County has much more substantial populations, hospitality-related sales, and household incomes. This again demonstrates the economic concentration along the coast, with less development and economic activity in the west
1. The Elders (9.3%)
2. Urban Edge Families (7.4%)
3. Retirement Communities (5.6%)
4. Home Improvement (5.2%)
5. Silver & Gold (4.9%)
1. Urban Edge Families (7.8%)
2. The Elders (5.1%)
3. Silver & Gold (4.4%)
4. Metro Fusion (3.9%)
5. Southwestern Families (3.7%)
1. The Elders (5.9%)
2. Urban Edge Families (5.2%)
3. Senior Escapes (5.2%)
4. Silver & Gold (4.5%)
5. Up and Coming Families (3.8%)
The maps and data presented above highlight the top five market profiles that are descriptive of the population within the various listed drive times surrounding West Palm Beach (WPB). These data provide an understanding of the demographic and psychographic profiles of residents within a given area. Demographic definitions and population share by type are provided by ESRI.
Within a 30-minute drivetime of WPB, the leading market segments include “The Elders” at 9 3%, “Urban Edge Families” at 7.4%, and “Retirement Communities” at 5.6%.
– “The Elders” market segment consists of seniors, predominantly homeowners in suburban or retirement communities, with modest incomes from Social Security and investments, prioritizing practical purchases and traditional entertainment
– The “Urban Edge Families” segment consists of diverse, young, and multigenerational suburban families who prioritize family spending, enjoy fast food and theme parks, and are tech-savvy
– The “Retirement Communities” segment consists of middle-aged and older adults, often living in rental units or assisted living facilities, who value fiscal responsibility, enjoy reading, playing cards, and watching cable TV, and prefer practical purchases at large retail chains.
These identified segments are generally older adults with higher disposable incomes When expanding to a drivetime of 180 minutes, “Urban Edge Families” and “The Elders” remain among the top three segments, with “Silver and Gold” shifting into the third space. “Silver and Gold” is a similarly high-age segment that yields even higher disposable income than previously described segments. When expanding further, to 300 minutes, the top four segments yield a median age over 55 years old, followed by “Up and Coming Families,” which is more reflective of those populations moving into the state and County. Similarly, segments just below the top five for each drive distance include “Bright Young Professionals” and “Old and Newcomers” which depict a younger, trend-forward demographic that is increasing in presence in PBC.
Discover the Palm Beaches provided CSL with the following charts from Smith Travel Research, related to the lodging (hotel, alternative, and total lodging) performance of Palm Beach County.
Palm Beach County’s hotel occupancy has yet to return to pre-COVID levels, while its alternative lodging, which includes mainly vacation rental properties, reached a peak of 65.3% occupancy in 2021 However, ADR has climbed significantly following the Pandemic for all three categories In 2019, ADR for hotels was approximately $184 In 2023, this figure had climbed to $253, still in a trajectory of growth Similarly, hotel room quantity has grown consistently since 2018, with no stoppage related to the Pandemic This resulted in higher room nights sold year-over-year (4,716K in 2023) and hotel room revenue collected ($1 2 billion in 2023), regardless of slightly lower occupancy figures
In recent years, alternative lodging has made up about 20-30% of total room nights sold, However, though alternative lodging bookings continue to increase, the sector has only comprised approximately 15-20% of revenue collected
From a seasonal performance standpoint, alternative lodging is more consistent related to occupancy and room nights sold Hotels typically experience the highest peaks in occupancy and ADR in February and March, with notable lows in July, August, and September
Source: STR, Discover the Palm Beaches, 2024.
THE PALM BEACHES ANNUAL HOTEL PERFORMANCE
THE PALM BEACHES 2023 MONTHLY HOTEL PERFORMANCE
Source: STR, Discover the Palm Beaches, 2024.
THE PALM BEACHES ANNUAL ALTERNATIVE LODGING PERFORMANCE
Source: STR, Discover the Palm Beaches, 2024.
THE PALM BEACHES ANNUAL TOTAL LODGING PERFORMANCE
Source: STR, Discover the Palm Beaches, 2024.
THE PALM BEACHES MONTHLY TOTAL LODGING PERFORMANCE
Source: STR, Discover the Palm Beaches, 2024.
The charts on the following two pages depict Palm Beach County’s hotel performance against 13 competitive Florida Markets in 2022 and 2023. PBC ranks 9th out of 14 in terms of occupancy yet yields an ADR ranking 3rd among the same markets. It also has the eighth-greatest number of rooms in the market but has hotel revenues ranking 6th. Closely competitive markets in terms of ADR include Naples ($292), Sarasota ($232), and Miami ($221), of which PBC ($253) ranks above the latter two. PBC’s room count inventory ranks closest to that of St. Pete and Daytona. In terms of change year-over-year from 2022 to 2023, PBC consistently ranks above the median of the group in all observed performance metrics Its ADR and Room Count continue to climb, highlighting a positive trajectory for lodging inventory in the market.
Source: STR, Discover the Palm Beaches, 2024.
2022 TO 2023 CHANGE IN HOTEL PERFORMANCE BY FLORIDA MARKET
Source: STR, Discover the Palm Beaches, 2024.
PLACER.AI AND PSYCHOGRAPHIC ANALYSIS
CSL utilizes Placer AI, a tool for tracking visitor behavior through anonymized visitor data, sourced from cellphone location data, to conduct analyses for visitor origins and activities. It also observes generalized population data including the “Experian Mosaic,” which is similar to the ESRI market profile above The following pages depict a breakdown of this data to highlight the tourism performance of PBC and its respective municipalities
The charts and maps below depict the CBSA origin of visitors to PBC, as well as where these visitors are going within the County The primary CBSA of origin for visitors is the New York area with 1 4 million visitors accounting for 5 4 million visit nights in the last 12 months hailing from this location The following three markets are each located within Florida, including Miami, Orlando, and Tampa with 987 3K, 467 4K, and 347 6K visitors in the past 12 months Other out-of-state leaders for visitation to PBC include Boston with 217 8K visitors, Washington D C with 218 4K visitors, and Philadelphia with 211 6K visitors Ten (10) of the 18 leading CBSAs providing visitors to PBC are located outside of the state of Florida.
These visitors most commonly stay in the eastern two-thirds of the County, with the leading zip codes being located in West Palm Beach, Riviera Beach, and Boca Raton. As the map depicts, there is still a notable level of visitors to the Wellington area and other eastern edge communities As traveling to the west of the County, these visitation numbers decrease significantly, regardless of the larger geographic area of the zip codes in this portion of the County.
VISITORS TO PALM BEACH COUNTY BY CBSA OF ORIGIN (LAST 12 MONTHS)
Source: Placer.AI, 2024.
Source: Placer.AI, 2024.
The six charts below highlight specific cities of Palm Beach County and the respective CBSAs of origin for visitors to these markets. More commonly visited markets within the County, such as Boca Raton, Delray Beach, Jupiter, and West Palm Beach, are consistent with the broader County, in that the leading two CBSAs providing visitors are New York and Miami. Wellington, yields its highest proportion of visitors from Miami then from New York Belle Glade, one of the weakest visitation markets in the County, hails its highest proportion of visitors from eight in-state markets.
Source: Placer.AI, 2024.
DELRAY BEACH VISITATION BY CBSA OF ORIGIN (LAST
Source: Placer.AI, 2024.
JUPITER
Source: Placer.AI, 2024.
The table on the following page and its subsequent bar charts depict the visitation performance of PBC and its 39 municipalities The table is sorted from largest to smallest population The highestpopulation municipalities similarly attract the highest level of visitation, at a nearly proportionate rate West Palm Beach, Boca Raton, Delray Beach, and Palm Beach Gardens, respectively, garner the greatest potential visitor spending.
Markets with the highest visits per capita include Palm Beach Shores, Manalapan, Palm Beach, Juno Beach, Highland Beach, and Gulf Stream. The data below highlight the importance of strategically avoiding overtourism and infringement of resident preferences through sustainable tourism investments throughout the County.
WELLINGTON
WEST PALM BEACH VISITATION
Overnight Trips
Visit Nights
Total Visitors' Spend
Average Nights Per Trip
Overnight Trips Per Capita
Data Index Table
NEW & UPCOMING SEASONAL NONSTOP FLIGHTS FROM PBI
Indianapolis (IND)
2x weekly resumes Feb. 13, 2025
New Haven (HVN)
5x weekly starts Dec. 11
Norfolk (ORF)
2x weekly starts Feb. 6, 2025
Cincinnati (CVG)
Weekly starts Dec. 21
Cleveland (CLE)
Weekly starts Dec. 21
Chicago-O’Hare (ORD)
3x weekly starts Dec. 18
Trenton (TTN)
Resumes Dec. 17
Daily starting in March
Providence (PVD)
1x weekly starts Jan. 11, 2025
Buffalo (BUF)
1x weekly starts Feb. 15, 2025
Nashville (BNA)
Daily starts March 6, 2025
St. Louis (STL)
Daily resumes March 6, 2025
New York-LaGuardia (LGA)
Daily starts Feb. 12, 2025
Denver (DEN)
Daily resumes Dec. 19
Washington-Dulles (IAD)
Daily resumes Dec. 19
CURRENT SEASONAL NONSTOP
FLIGHTS FROM PBI
Montreal (YUL)
2x weekly resumed Oct. 27
Toronto (YYZ)
Daily resumed Oct. 27
Grand Rapids (GRR)
2x weekly started Nov. 14
Cincinnati (CVG)
2x weekly resumed Nov. 21
Chicago-O’Hare (ORD)
Daily resumed Oct. 7
New York-LaGuardia (LGA)
2x daily started Nov. 5
Wilmington (ILG)
2x weekly resumed Nov. 8
Charleston (CHS)
2x weekly resumed Oct. 4
Minneapolis (MSP)
Daily resumes Nov. 23
Islip (ISP)
4x weekly started Oct. 24
Buffalo (BUF)
3x weekly started Oct. 26
Los Angeles (LAX)
Daily resumed Oct. 27
Toronto (YYZ)
4x weekly started Nov. 14
Minneapolis (MSP)
2x weekly started Nov. 27
Houston-Intercontinental (IAH)
Daily resumed Sep. 26
Chicago-O’Hare (ORD)
Daily resumed Sep. 26
6. NEW BUSINESS
Destination Demand
Points of Group Occupancy from PBCSC and DTPB
Demand Level vs. STLY
PalmBeaches6MonthHotel PerformanceForecast
Price Level vs. STLY
Media Approach: President-Elect Trump
PR&CommunicationsStrategies
• Ongoing outreach
• Folder for national journalists
• Letter from Milton to journalists offering an overview of the TDC and providing information on the PBC Film & TV Commission to assist with permitting
• Story ideas/pitches included in a one-sheet
• “Billion-Dollar Beaches Boom”
• “Trump Bump”
• “Presidential Palm Beaches”
• “Set-Jetting Travel Trend”
PR&CommunicationsStrategies
• Resulting coverage recently
• Washington Post article (6.9 million digital readership)
• Included a quote from Milton
• Syndicated to Germany and Vietnam outlets
• WPBF – 3 different story angles with 30+ airings
• Palm Beach Post – article syndicated to Yahoo!
PalmBeachesBrandPerformance
Palm Beaches Brand Republican vs. Democrat Democrat
Must Visit Visited Past Year Likely to Visit Aware of Mar-a-lago
Sample of 438 Democrats and 368 Republicans residing in New York, Atlanta, Miami, Tampa and Orlando over October 2nd to 12th
