FLORIDA KEYS TOURIST DEVELOPMENT EARMARKS $500,000 FOR PROMOTION

MONROE COUNTY, FLORIDA KEYS are working hard to combat the negative press surrounding the BP Oil Spills impact on our vacation destination. The Florida Keys are completely free of oil from this spill and are, according to NOAA, in no danger, as we speak of any impact. The Florida Keys tourist development council has wisely decided to earmark $500,000 for positive advertising.....

KEYS TOURISM ADVISORY #34 June 23, 2010

News and Information From the Monroe County Tourist Development Council
TDC Earmarks $500K in Marketing Funding for Oil Spill

Meeting Tuesday at the Key West Marriott Beachside Hotel, the Monroe County Tourist Development Council earmarked $500,000 for any needed supplemental destination advertising to counter negative influences from the Transocean/BP oil spill.

The approval for use of emergency reserves came after a 90-minute oil spill-related presentation by the Coast Guard, Florida Keys National Marine Sanctuary, Monroe County, TDC staff and its marketing agencies.

The TDC has also requested $400,000 from the $25 million BP allocated to Florida governor Charlie Crist's office for state tourism promotion. Monroe County Commissioner Mario Di Gennaro, who was appointed to the Gulf Oil Spill Economic Recovery Task Force, continues to liaise with the governor's office seeking a response to the request.
TDC research director Jessica Bennett presented results of a study that surveyed local business impacts from the spill, even though no oil remnants have reached the Keys.
A total of 204 businesses responded and reported an aggregate total of some $1 million in losses. Seventy percent reported some canceled reservations, although most commented it was fewer than 10 bookings lost.

The biggest challenge, businesses said, was not cancellations but a reduction in advance reservations.

But the TDC also heard data reflecting that the overall lodging picture in the Keys is brighter than expected. Through the month of May, the Keys was the state's top region in hotel occupancy and average daily rate, according to Smith Travel Research. Keyswide occupancy and rate in May were up 4 percent and 2 percent respectively. Thus far in June, occupancy is down a point, but rate is up 5 percent.

Recent news that the oil spill's threat to the Keys has diminished, to the point that the National Oceanic and Atmospheric Administration has suspended producing offshore trajectory maps, is likely to have a positive impact on tourism flow. NOAA said, however, that possible impacts to the Keys - likely in the form of tar balls - cannot completely be ruled out until the leaking well is plugged and oil no longer flows into the ocean.

The TDC also approved a $27.5 million budget for fiscal year 2010-‘11, derived solely from a tax that visitors pay when they stay in a Keys lodging facility. The collections not only fund a comprehensive destination marketing program, but also tourism-related community enhancements.
A new marketing plan for the next fiscal year was also approved.

"Our plan is comprehensive, integrated and focuses on goals, program strategies and evaluation criteria," said TDC director Harold Wheeler. "It is detailed with clear direction in promotions that sell the awareness and image of the Florida Keys."
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Spill-related websites, primarily focusing on affected areas, include:
http://www.deepwaterhorizonresponse.com
http://www.dep.state.fl.us/deepwaterhorizon/default.htm

· http://www.noaa.gov

TDC website with spill-related information for Keys visitors: http://www.fla-keys.com/oilspill