As we noted last Thursday, members of the Florida House of Representatives (and now, some Senators) are looking to throttle or eliminate Visit Florida, that State's Destination Marketing Organization. I guess it's a case of "if first you don't succeed," but one would think they would have gotten the message after two failed attempts to derail destination marketing in the Sunshine State. It's almost like a bad April Fool's Day joke.
Those that continue down this path have clearly not understood (for, I am sure they have at least seen it) the "Halo Effect" research from Longwood's International. There is a direct correlation between destination marketing and future residency and corporate investment. And, no one knows this better than Kenneth Strickland, director of research and air service development for Tampa International Airport.
In a great article on why people are moving to Florida, Strickland connects the dots between international investment and a visit. In a Tampa Bay Times survey, 83% of resident respondents report they were not born in Florida. They visited. They liked. They moved. They now pay taxes...to the very State in which a number of Legislators are now attempting to disrupt that pipeline.
Maybe that's the way those that want to see Visit Florida survive should pitch it. Cut off Destination Marketing and you cut off the supply of people who visit, which cuts off the number of potential residents (future voters) who would be clueless enough to vote for you next time around.
Nah...they're not listening to anybody anymore.
Excellent points. The proof and data supports that DMO’s enhance economic benefits by attracting corporate investment and growing future residency numbers. However I read an interesting blog earlier today, and I’m wondering how we can inject the needs of current residents in the work that DMO’s are charged with. Collectively the visitor experience and the resident experience could be much more powerful and beneficial when collaboration and inclusive engagement occurs. Because ultimately the “people” are the purpose for which public servants dutifully serve. Unfortunately future residents and corporate investment does not count as votes or support. So the shortsighted legislators who could be responding to their current residents needs, might be better equipped If the current voters were a part of the tourism discussion, planning, programming and perhaps just maybe if both sides listened to each other everyone could work together to help develop a vision and enhance Florida as a destination.
Posted by: Sarah | April 02, 2019 at 20:33
With your experience in the field...you know that's exactly what is needed. But, I'm sure you also recognize how difficult such an endeavor is to achieve; how hard it is to get citizens to engage before they get pissed off. Doesn't mean we shouldn't try. Looking forward to a conversation that could change the world, my friend. And, welcome to the dark side (or the light, depending on one's point of view). ;)
Posted by: Bill Geist | April 03, 2019 at 19:15
Great points, and it does take a lot of time, but inclusion of local citizens is important, conversations and face to face time pay off. Dialogue must continue and the benefits must be shown, it's a long term investment, just finished a round table discussion with each town and village leadership in our county with our planning commission about tourism, what it is and what it means for their environment, working the results into overall master plan and strategic plan.
Posted by: Mary Kay Vrba | April 04, 2019 at 06:44
And, that's why you rock :)
Posted by: Bill Geist | April 04, 2019 at 19:53