LTC 265-2010 GMCVB Annual Budget and POW 2010-11. _. MIANII~EACH.
OFFICE OF THE CITY MANAGER
. No. LTC#~ 2~ 65-~2oio LETTER TO COMMISSION .
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TO: Ma or Matti Herrera Bower and Members of the Cit Commission ~" o
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FROM: Jorge M. Gonzalez, City Manager.. ~~'~ ~
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. DATE: October 4, 2010 ~ ~~
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SUBJECT: GREATER MIAMI CONVENTION & VISITORS BUREAU ANNUAL BUDGET & N ;mow
PROGRAM. OF WORK FISCAL YEAR 2010-2011. `~' --..t
Attached please find for your perusal the Greater Miami Convention °& Visitors Bureau
Annual Budget & Program of Work for Fiscal Year 2010-2011 in a PDF File. The hard copy
original is available in the City Clerk's Office.
If you ha any further questions, please feel free to 'contact me.
JMG/ /Ib
Attached file via PDF
F:\CLER\$ALL\LILLY\LTC 2010\GreaterMiamiConvention&VisitorsBureauannualbudtgetfy2010-2011.doc
Greater Miami Convention & Visitors Bureau
Annual Budget&
Program of Work
Fiscal Year 2010-2011
TABLE OF CONTENTS
I.GMCVB Mission Statement
II.President’s Message
III.Financial Statements
IV.Annual Integrated Marketing Plan –Convention Sales& Services
V.Annual Integrated Marketing Plan –Marketing & Tourism
VI.Program of Work -Convention Sales& Services
Index of Programs...............................................................................1-2
Program Summaries.........................................................................3-10
VII.Program of Work -Marketing & Tourism
Index of Programs...............................................................................1-5
Program Summaries.........................................................................6-35
VIII.Black Hospitality Initiative
GREATER MIAMI CONVENTION & VISITORS BUREAU
MISSION
The Greater Miami Convention & Visitors Bureau is a sales and marketing
organization. Its mission is to attract, encourage and induce all persons and
organizations to visit Greater Miami and its Beaches for conventions, business
and pleasure. Acting on behalf of its members, its interlocal partners and the
citizens of Miami-Dade County, the Bureau markets and promotes all segments
of the community as a preferred destination. In furtherance of this mission, the
Bureau will support and encourage actions and programs that enhance the
desirability and attractiveness of Greater Miami and its Beaches for its visitors.
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To: Chairman and Board of Directors,
Greater Miami Convention and Visitors Bureau
From: William D. Talbert III, CDME, President &Chief Executive Officer
Date: September 10, 2010
Re: Fiscal Year 2010-2011, Annual Integrated Marketing Plan, Budget&Program of Work
INTRODUCTION
I am pleased to submit to you the recommended 2010-2011Operating Budget, Program of
Work and for the Greater Miami Convention and Visitors Bureau. I extend my sincere
appreciation to the Board of Directors, Executive Committee, Industry Partners and Bureau
staff for helping guide the Bureau through a challengingand protracted economic period. I
especially would like to thank the Chairman of the Board,Steve Haasand Chairman of the
Finance Committee,Art Hertzand many others for providing their wise counsel and
guidance over the past year. I can truly say, their commitment and devotion to the Bureau is
unparallel.
Through the ups and downs of this current world economic crisis, I am proud to report that
our destination has continued to rank among the top25hotel markets in the United States.
During the first 6 months of calendar year 2010, Greater Miami ranked #2 in room rate at
$155.03,ranked#3 at $112.01 in REV PAR, and ranked#4in occupancy at 72.2%.
Significant among the many challenges we experienced during the current fiscal year was
combating worldwide perception that Greater Miami’s beaches were affected by the Gulf oil
spill. At the onset of the spill, your Bureau was out front monitoring the communication
traffic and letting our customers in our many markets knowthat our beaches were unaffected.
Onseveral occasions I met with Governor Crist to alert him of our need to communicate with
our overseascustomer…explaining that Miami and the Beaches is on the Atlantic coast, not
the Gulf coast. Thanksto the support of the Miami Dade County Legislative Delegation,
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Miami-Dade County,the Cities of Miami and Miami Beach, the Bureau received a $1.25
million BP grant through Governor Crist for consumer advertising and promotionsto educate
both our domestic and international customers. In addition to getting our message out
through print media, your Bureau conductedmedia missionsto Argentina, Brazil, London
and Germany.Although the oil spill crisis has substantially subsided, we remain vigilantand
continue to let our customer know that our beaches are safe and free of oil.
As one of the major drivers of jobs in the destination, I can also report that at the writing of
this message, Leisureand Hospitality employment showeda slight increase over the past
year of 1.1%.Total Leisure and Hospitality employment for July this year was102,000
compared to 101,100 a year ago. This,against a backdrop of unemploymentfor Miami-Dade
County of 13.3% for the Month of July.
CONVENTION SALES DEPARTMENT
During the current fiscal year, the 2009-2010 Convention Sales worked with the hotels to
capture business as the economystarted to improve in our destination. By early January, we
did see Business travel increase, (a lessening of the“AIG effect”) as corporations freed up
some of theirtravel and entertainmentbudgets.
The Travel and Convention world,early on in this fiscal year,saw us as an upbeat, positive
and dynamic destination with great value that created market demand that was not matched
by our competition. The destination was the host to excellent eventsstarting with Art Basel.
During January2010, which was hardest hit during the economic downturn of2009, Greater
Miami hosted the FedexOrange Bowl,the NFL ProBowl, andSuper Bowl XLIV. In
addition to thesegreat events, the high value customersstill demanded luxury
accommodationsat a more affordable price.
Our Bureau Sales Department was smaller with three fewerpositions, but we redeployed to
make sure the areas that needed to be tended to were the focus and have had success in
producing the numbers. Both short term smaller meetings and the long term citywide groups
have been on the forefront of our sales efforts. We worked closely with our partners at the
Miami Beach Convention Center(MBCC), Global Spectrum, Centerplate Catering and hotel
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partners to present competitive bidsfor those larger meetings convening in shoulder periods.
The Return on Inspiration (ROI) Program (incentive for booking the MBCC) initiated
through the Miami Beach Mayors Blue Ribbon Panel for the last few years in phasing out
somewhat as we move forward in 2011 and this is a good sign of some recovery in our
hotels. However, we used that ROI “teaser” in over 70% of our ads this year for the MBCC
as well in the ads for small meetings which totaled over $160,000 in the sales advertising
budget and had a reach in excess of 1 million readers in the magazines, email newsletters and
website presence.
Earlier in the year, our long-time Convention Services Director moved to California to join
her family. This was at a time that we were studyingthe feasibility of outsourcing both
registration and housing services. Our goalis to implement the new recommended approach
to managing Convention Services at the beginning of next fiscal year. We believe these
changes will help us increase the servicelevels to all arriving clients while promoting repeat
business.
Convention Sales highlights for this past fiscal year 2009-2010included welcoming several
high profile citywide meetings and events that included both domestic and international
medical meetings that experienced record attendance. The American College of Allergy
Asthma & Immunology(economic impact of $6,376,550), Society of Critical Care Medicine
(economic impact of $5,315,461)and the American Academy of Dermatology(economic
impact of $11,279,320), all had an increase in their international delegates. Dermatology had
its record breaking convention for both domestic and international attendees with over
19,000 delegates. This indicates that the Miami brand continues to have great appeal,
especially in the medical arena.
í
InFiscal Year 2010-2011, there are some significant citywide meetings utilizing the Miami
Beach Convention Center (MBCC) that will help fill hotel rooms, significantly impacting our
destinations’ occupancy and ADRs. These MBCC users include:
National Minority Suppliers Development Council –October 2010 (3,000 delegates)
Economic impact: $4,658,006
Aviation Week American Conference –April 2011 (6,000 attendees)
Economic Impact: $6,307,425
Accenture Senior Executive Meeting –May 2011 (5,000 delegates)
Economic Impact: $2,750,406
American Statistical Association –July 2011 (4,500 attendees)
Economic Impact: $8,098,400
We are developing plans to co-host some smaller events that will bring in top executives and
meeting planners to Greater Miami. These individuals are responsible for booking future
meetings and will be from the Association, State and Corporate markets. These include:
Florida Encounter –November 2010 (200 attendees)
Financial Insurance Conference Planners –November 2010 (650 delegates)
Committee of 100 –December 2010 (150 CEOs)
American Bar Association -February 2011 (20 meeting planners)
Florida Society of Association Executives (FSAE) –July 2011 (400 attendees)
Nursing Organizations Alliance –November 2011 (200 attendees)
It always helps the sales effort to have clients in town experiencing our community first
hand. This November 2010, we will welcome the Financial Insurance Conference Planners
Annual Meeting which will attract over 600 delegates to the Fontainebleau Resort. Over 200
of those attendees are the decision makers from high profile Insurance and Financial
Institutions. This is an important audience for our hotels because it represents a highly
sought-after market by our competition and a market that will play a key role in our
destination’s economic recovery moving forward. We look forward to a good return on
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investment (ROI) for this meeting that will result in future bookings within our hotel
community.
InFiscal Year 2010-2011, our Washington D.C. Regional Office will continue to boost its
profile and generate stronger alliances and relationships in the marketplace. We have the
right staff member there who is very well known in the industry, passionate about sales and
Miami and she continues to be the “face” of the Bureau and Greater Miami at all industry
events in and around the Washington D.C. area.
The sales collaboration between the Convention Sales Department and the Marketing &
Tourism International Group Sales Division staff will continue to develop and expand. The
Group Sales staff person has a great profile with our hoteliers and has initiated many
successful missions, trips and tradeshows that has generated many International small
meeting leads which our Convention Sales team has closed on. We have booked over 2730
room nights this year which will have an economic impact of close to $1 million.
Convention Sales will continue its partnership with Hinton & Grusich, a national lead
generator for the Greater Miami Convention & Visitors Bureau. This past year, they
expanded their sales reach from not only the Midwest but to the Northeast, Southeast and
West Coast in search of both corporate and association business. Through their efforts, we
generated 23 bookings which represents over 7000 room nights and over $1.7 million in
economic impact to our hotels and destination.
Convention Sales will continue to work with the Miami-Dade Sports Commission in our
efforts to focus on shoulder business. There are a number of events currently being worked
on for future years that include the World Cup Soccer Bid for 2018/2022and the World
WrestlingEntertainment in 2012.
“Doing more with less” will continue to be a key mantra, moving forward in fiscal year
2010-2011. We will continue to lay the ground work for future citywide bookings and of
course all hotel bookings. The Miami Beach Convention Center upgrade, renovation and any
additions will be critical in our pursuit of our new citywide business, especially those in the
Medical, Pharmaceutical, Insurance and Technology sectors that value modern meeting
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spaces. As the industry searches to find the new “normal”, the high-end customer will
continue to expect more value and cost effectiveness in the destination they choose.
We are cautiously optimistic that business is picking up slowly and hope that trend continues
for Greater Miami. Certainly there are specific markets that will rebound quicker than
others. Current trends point to the medical, pharmaceutical and health care sectors being
among those strongest that are holding market share and gaining audience insome instances.
The hotels will have to continue to be competitive in summer months. At prime time,
however, our hotels will gradually try to raise the rates and recoup to the levels achieved in
2008. As long as our international economiesremain firm, groups should be able to grow
their international attendance in Miami with the strength of the brand.
MARKETING & TOURISM DEPARTMENT
The fiscal challenges of 2008-2009, led to necessary staff adjustments during the current fiscal
year 2009-2010 directly affecting several areas in the Marketing & Tourism Department.
While this compelled several staff to assume more responsibilities across divisional lines, the
net benefit has been a more efficient and strategic approach to business while generating
greater synergies amongst the various team members.
One clear example of this has been the Boutique and Lifestyle Hotel Program that in effect
expanded its efforts during thecurrent year, 2009-2010. This is a result of more staff members
using their expertise to support this program. In addition, there is a more comprehensive
relationship with the local film offices to help drive incremental production business into the
destination which is critical for this segment. To help guide this process, theBoutique Hotel
Task Force was re-established and has met on a quarterly basis to provide input into the overall
efforts. Plans call for a new Boutique and Lifestyle Hotel Guide and Website next fiscal year
2010-2011.
Further recognizing the importance ofthe international market(48% of our business), the
GMCVB undertook an ambitious expansion of its representation network adding 4
representatives this past year in the markets of Ecuador, Peru, Colombia and Venezuela.
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These join our long-standing relationships in Brazil, Germany, France, Argentina, Mexico,
United Kingdom, and Canada. In total, we now have 17 travel professionals representing us in
19 countries –including all top feeder markets. In the coming fiscal year, we are looking to add
other source markets such as the Bahamas, Italy and Spain. This team will continue to provide
in-market intelligence and also provide sales support to the travel trade especially in those
markets that are benefitting from new or expanded airlift.
Our highly successful specialty marketing programs such asMiami Spice (August-September)
and Miami Spa Months (July-August) continued to expand with record participation in both.
These are part of an ever-growing portfolio that includes Miami Museums Month (May),
Miami Attractions Month (October) and which allow us to engage key constituents and provide
incremental marketing support at key need periods. As importantly, they provide new and
expanded options and tremendous value for tourists and residents alike during the summer and
shoulder season. Based on our highly successful track record and the model set by Miami
Spice, we are developing a program that will showcase Miami’sgrowing Live Music scene as
yet another reason to experience Miami.
While facing challenges is nothing new to our destination, the Gulf OilSpill had the potential
of derailing the recovery and impacting our industry like no other disaster before. It presented
challenges to the entireGulf region and to the hospitality industry in particular. While there
was no direct impact to our destination, some minor cancellations were reported and it was felt
that future business reservations wereslightly off. However, thanks to the leadership of many,
the GMCVB was successful in securing a $1.25millionState of Florida grant to help market
the destination and address the misperception of the impact to our areas. While the majority of
the State focused its efforts domestically, we invested primarily in international markets which
arguably were most challenged inrecognizing the geography between the impacted parts of the
State and Miami. These dollars allowed us to deploy consumer advertising and promotions in
our key global markets. Those efforts drove activity to a new web portal -SeeMiamiLive.com -
that was launched to allow customers to see for themselves that our beaches were as pristine as
ever. Practically in real time, the destination was showcased through a combination of
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webcams and video testimonials. While this effort was launched in response to this crisis, its
success will be integrated into our core marketing efforts in the coming fiscal year.
Leveraging partnerships has allowed us to establish a clear path to recovery and the “Miami-
Where Worlds Meet” (WWM) initiative is the most comprehensive partnership program in the
history of the Bureau with more than $4.0 million in incremental marketingdollars deployed to
date. With funding support from our partners at American Airlines, the Beacon Council,
Miami-Dade County, The Downtown Development Authority, Baptist Health of South Florida,
Miami International Airportand the Port of Miami, we have been able to launch aggressive
advertising efforts in key markets promoting Greater Miami as a place to live, work, play and
meet. Phase 2 of this program was launched this past fiscal year, concentrating on the primary
markets of New York, Canada and Brazil. Although all partners continued to be fiscally
challenged, the commitment by all is to identify resources to institutionalize this program and
carry out a Phase 3 in fall of the coming fiscal year.
Both the Gulf Oil Spill response and WWM brought precious incremental marketing dollars to
our efforts in a year that had seen a reduction of our base budget. This, coupled with the team’s
flexibility, creativity,commitment and resilience, has allowed us to achieve great success this
past fiscal year. The challenge moving forward will be to sustain the momentum of the past
sevenmonths recognizing that resources will still be a challenge as we continue on this path to
recovery. A key strategy in fiscal year2010-2011,will be further leveraging partners,
developing programs that attract investment, negotiating aggressively, re-evaluating non-core
strategies and rethinking how primary goals can be achieved with greater efficiency. Efforts in
our primary markets will continue to be expanded but we will be monitoring secondary and
emerging areas for opportunity. We’ll further align our promotional efforts with how
consumers are making their travel decision. As the U.S.consumer continues to be empowered,
and the role of the U.S. Travel Agent evolves, so must we, by transitioning some efforts and
resources directly to the customer. By contrast, International travel trade continues to be very
important and those in our key markets will see incremental efforts.
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FINANCE & ADMINISTRATION
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Finance andAdministration (F&A) successfully completed its 19annual independent audit
without management comments under the engagement of the auditors McGladrey & Pullen.
The Finance & AdministrationDepartment continued to manage the accounting activities of
the Black Hospitality Initiative, formerly the Visitor Human Resource Development Council
(VIC), a not-for-profit organization.
Support and enhancement of the Bureau’s Sales and Marketing efforts remain the major
objective of the Department. To help sustain our marketing drive during the global economic
crisis, this year alone, the Finance & Administration Departmentreduced the operating and
maintenance contracts by another $150,000. We reduced costs last fiscal year by a similar
amount as well as reduced staff.
During the current fiscal year 2009-2010,the Finance & Administration Departmenthas
concentrated on training sales and service staff on Destination 3000, our database management
system and “Informz”, our e-mail marketing system. Our Marketing Department has reported
that “Informz”has already generated tens-of-thousands of dollars in savings by avoiding the
need to outsourceour emailing activities.
Additionally, specialized training seminars in Destination 3000Member Extranet havebeen
facilitated forour Bureau members in order to provide personalized instruction focused on our
members. This component allows our members secured access to our member database
Destination 3000, to retrieve leads, access meeting planner’s requests for proposals, as well as
update their member profilesand contact information. The Member Extranet will also
facilitate our Research Divisionin its research and development of surveys.
Over the course of the following fiscal year 2010-2011, the Finance & Administration
Departmentwillcontinue to strive for another clean audit without management comments.
Additionally, significant energy will be undertaken to complete our training of our members on
the Member Extranet. We hope to also establish recurringperiodic update training for our
members. Our IT Divisionwill be implementing Virtual Computing thus significantly
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reducing our computing hardware costs. IT will also work with our AccountingDivisionto
integrate membership billing thus making the entire billing process paperless.
The Finance & Administration Departmentwill continue to support sales and marketing in an
effort to keep our Bureau on the leading edge of technology for addressing needs and
generating customer satisfaction.
CONCLUSION
In 2010-2011, we will continue our work with the leadership of The City of Miami Beachand
Miami-Dade County in moving forward with a plan to make the Miami Beach Convention
Center competitive in the meetings and convention industry for the future. With the help of
our Chairman and Board leadership, the Bureau will conduct an annual Board retreat and
initiate the development of an updated five (5) year strategic plan.
I would like to thank the staff for helping me prepare this Annual Integrated Marketing Plan,
Budget, Program of Work.I would like to thank Ita Moriarty and Rolando Aedo for their
outstanding preparation of their sections on thebudget. I would particularly like to thank
Alvin West and his staff for their invaluable assistance in coordinating and helping prepare this
recommended budget.
Respectfully submitted,
William D. Talbert, III, CDME
President & CEO
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Annual Integrated Marketing Plan
Convention Sales
Recurring Goal# 1
Increase long-term bookings of conventions, meetings and trade shows from 2011and beyond.
With the full complement of hotelson-line, and morecontinuing to open, this helpssupport
Convention Center citywidemeetingsand the overall hotel package presented for Miami Beach
Convention Center(MBCC) groups. A continuing goal will be toincrease 2010 and beyond
short term meetingsfor hotel business.As the year began, the hotels were still experiencing
softness in the group market and some attrition from the groups that were booked. The
economic conditions started to be a bit more positive in January 2010 withSuperbowl, ProBowl
and various winter activities.We will continue to message and rebrand our luxury destination as
one that presents valueand great return on investment with increased attendance, both domestic
and international, strong satisfaction ratioand overall successful programs.
Current Year 2009-2010Update
In Fiscal Year 2009-2010,the Convention Sales Departmentconfirmed 30MBCC bookings
representing 80,018room nights through July 2010with aneconomic impact of over$59
million.22meetings were booked for the Miami Convention Center/American Airlines Arena
representing 49,558 room nights through July 2010with aneconomic impact of over $21
million,and 481hotel meetingswere confirmed for 236,352room-nightswith aneconomic
impact of over $111million.This total of 533bookingsfor 365,928room nightsrepresents an
economic impact of over $191 million. (throughJuly, 2010). We are 25% ahead of last year’s
booked roomnights and 19% overour lead generationand well on our way to achieving our
goals in most areas. Considering we started the year with fewersales managers because of
budget cuts, we are having greatsuccess withproducing “more with less”. The one area that
needs improvement on productivityis the Miami Beach Convention Center. In order to be
successful moving forward with increased bookings we must have a concrete timing and
announcement for any expansion or renovation plans for our customers to relook at our
destination.
1
Convention Sales
Budget Year 2010-201l
The following strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Generate Convention Center leads by targeting cities in select geographic areas and
businesses in key categories.Trade show companies, associations and corporations are a
prime source of new prospectsand the medical, technology and pharmaceutical fields
continue to be of interest to our hotels. We willtarget meetings, conventionsand trade
show businesses that will use1,500peak room nights to fill the Convention Center and
meet our hotel needs forcustomersor in shoulder periods.
Tactics:
Generate communications via telemarketing contacts and e-mail. Global
Spectrum ManagementatMiami Beach Convention Centerand Bureau sales
staff began efforts this year which will be continued in fiscal year 2010-2011
to conductphone blitzestargeted to center users in order to generate leads
especially in the summer/shoulderperiods.
Continue the work begun this year with Global Spectrum, GMCVB,Messe
Schweiz and the City of Miami Beach to forge partnerships with potential
tradeshow producers of International groups. We will continue to promote
the center and city at the various shows we coordinate together each fiscal
year and distribute the “Where Worlds Meet” brochure to all audiences. This
effort was expanded in 2009/10 and will continue in 2010-2011 by exhibiting
at two new International shows.
Conduct sevensales blitzes to the cities of Washington DC, Chicago, andthe
New York area. Our partners, Global Spectrum atthe Miami Beach
Convention Center (MBCC) will be invitedwith usto promote convention
center business.
Increase exposure to the destination via site visits. Target marketing efforts to
produce site visitations by individual decision-makers, boards of directors, site
committees, trade show management teams and key exhibitors.
2
Convention Sales
Conducttwo center familiarization trips to host at least 15customers who
produce corporate, International, Tradeand/orassociation city wide meetings
and orchestrate this with Global Spectrum Management team at the MBCC.
We will also host Board of Directors Meetings, site visits and tours of the
.
center to stimulate interest in booking the MiamiBeach Convention Center
Participate in 30industry trade shows, conventions and sales forums. The
Action Calendar will detailthe department’s schedule of industry conventions
and trade shows and both hotels and Center staff are welcomed to join us.
Continue anIncentive Program to entice summer conventions at the MBCC
that will generate good economic return. The Program will expand from last
year’s ROI, as the economic tide has changed for the better in our hotels
overall. However, when soliciting a summer meeting, the GMCVB, our
hotels and Global Spectrum will come up with creative offerings to present
each clientonanindividual basis.
Strategy 2:
Continue to generate excitement about new city developments by representing the
destination at major trade shows and meetings and by continuing our aggressive
convention destination familiarization review program, sponsorships at industry
functions, conducting small dinner destination events and taking our showcase events on
the roadto tell the destination’s story with the new “Value Added Component” in our
branding efforts.
Tactics:
Host exciting destination reviews corresponding with special events and mini-
familiarization tours for prospective buyers to showcase the Convention
Center and surrounding area.(perhaps capitalize on the new Miami Heat
Team which is generating lots of excitement).
3
Convention Sales
Schedule fivefamiliarization trips which will be supplemented with over 200
site inspections for users of both the Convention Center and in-house hotel
meetings.
Produceshowcase events in key target cities and on certain shows partnering
with hotels,Hinton&Grusich,Visit Floridaand Global Spectrum
Management at MBCC.
Target major cities to hostevents and conduct similareffortsin secondary
markets of: Minneapolis, St. Louis, Houston, Dallas, addingSan Antonio,
whichwould consistofsales calls,lunches and dinners with our key
customers.
Organize and implement sales blitzes. Our POW 2010-2011Activity
Calendar outlines 12Sales Blitzes to be conducted.
Sponsor events at key industry annual conventions or trade shows such as:
Financial Insurance Conference Planners which will be here in Miami Beach
this year. These are opportunities to sponsor functions and make presentations
on our destination. We continue to get immersed with the hotelsin the
financial and insurance markets as we gear up toco-host the FICP annual
meeting November 2010 at the Fontainebleau Resort.
Strategy 3:
Continue to target major multi-management and trade show companies which represent a
significant number of organizations that can generate new business for the Convention
Center and individual hotel properties.
4
Convention Sales
Tactics:
Solicit multi-management and trade show companies to host their Executive
Management retreat meetings in Greater Miami.
Invite multi-management companies to host meetings in Miamiand
participate in familiarization trips. Convention Sales will attend all multi-
management company annual tradeshows which include: HelmsBriscoe,
Conference Direct,American Express, Smith Bucklin,International
Association of Association Management Companies(IAAMC) andKellen
Company.
Sponsorevents at IAAMCwhich targets all management companies.
Each year continue to present at the IAAMC Board Meeting prior to
American Society of Association Executives (ASAE)to sellthe Greater
Miami destination and promote the new additions to our product.
Strategy 4:
Advertise in key trade publications to position Greater Miamifavorably, highlighting
new developments that will draw attendees for tradeshows, smaller meetings and
conventions.This last year we began to rebrand the destination once again to highlight
the Value ina Luxury destination.
Tactics:
Advertise in select industry publicationswhich tie in with the markets
currently booking in this economic climate.
Poll member hotels toidentifyingpublications for our year-long advertising
efforts. These publicationswouldcover the association, corporate, tradeshow,
insurance and incentivemarkets.
Advertise in selected insurancemagazines and local chapters of industry
organizations such as Professional Convention Management Association,
International Association of Exhibitions & Events, Meeting Professionals
International, Executive Update, etc.
5
Convention Sales
Place advertisingin key geographical areas to supplement the efforts of our
sales managersin the DC,Chicago and Northeast areas.
Look for unique, new banner advertisements, and web-based marketing
opportunitiesto driveclients to our Request for Proposal (RFP)website
ultimately generating additional sales leads. We may look at new sites such as
CVENT to generate banner ads and drive clients to our website.
Work together with the Communications Department to develop media
publicity angles.Our Communications Department and Media personnel have
established good working relationships with Convention Industry Media and
will be invitedon familiarization trips throughoutthe year to generate new
buzz on the destination.
We will be ready to capitalize on any information we may have on
upgrade/expansionof Miami Beach Convention Center. Once the decisions
are made, we will strategically change our ads, media placements, press
releases etc.to make sure the message reaches the correct audience.
Recurring Goal # 2
Continue to develop short-term business opportunities targeting corporate and association
meeting planners with short-term meeting requirements.
Current Year 2010-1011Update
In Fiscal Year 2009-2010the Convention Sales Department successfully bookedand recorded
481 hotelmeetings representing 236,352room nights through July 2010.This was a nice uptick
from last year’sslower pace. This positive trend was also experienced by our hotel partners;
short term booking windowincreased,budgets wereunfrozen on the corporate side, corporations
tookadvantage of a “competitive” environment and bookedmore meetings. The competition
continuesto be strong and the rate recovery is slower, however we are seeing new activityon the
group side.
6
Convention Sales
Budget Year 2010-2011
The following strategyand tactics will be implemented in the upcoming budget year:
Strategy 1:
The first approachwill be to maintain thestaff in our salesdepartment. We continue to
address the needs of the small meetings marketby going back to the basics of sales. All
of our sales managers are handling bothsmall and large groups for continuity of service
to the customer and best usage of a reduced sales staff.
Tactics:
Continue to value small meetings for our hotels.
Implement new Direct Mail and advertising programspromoting any of the
value propositions by our hotel community.
Always be ready to re-deploy the staff to better address the demands of the
marketplace.
Target specific shows that benefit the current economic conditions and
marketsfor a broad range of hotel product.
Target more banner ads drivingRFP trafficto our website on highly visible
newsletters and industry sites.
Work withthe GMCVBInternationalIncentiveSales Manager to close on the
leads that are generated fromthe attendance at international tradeshows.
Strategy 2:
Internet-based RFP programwhichhighlights site benefitswas introduced twoyears ago
and will be expanded.Our strategy is to increase the visibility of our RFP site to the
corporate and association markets through advertising, newsletters and email blasts. The
system is alreadymore streamlined with our new databaseand ties–in with the RFP’s and
our D-3000 accounts.
7
Convention Sales
Tactics:
Usee-mail“Informz”to promotevalue periods and hotel availability.
Drive traffic to the website and RFP site through advertising placement
throughout the year.
Identify and track clients who use the RFP site and include them in an email
newsletter that was implementedfour years ago,and will be continued in
2011.
Continually update andrevise our Web based RFP processby comparing to
other hotels and bureaus tokeep up withindustry standards.
Strategy 3:
Advertise in key trade publications in order to alert corporate, regional and association
planners of new promotional developments in our short-term hotel and Convention
Center business.
Tactics:
Advertisein industry publicationsand e-based sites.
Develop our advertising schedule with input from our hotels and Convention
Center.
Generate another co-op ad program with our hotels to promote our Value
offersin the summerand to drive traffic to the websites of our hotel partners
and the Bureau.
Recurring Goal # 3
Maintain and confirm a defined number of annual long-term Miami Beach Convention Center
bookings of conventions to generate a defined number of room nights for our hotel community.
8
Convention Sales
Current Year 2009-2010Update
InFiscal Year 2009-2010,the Convention Sales Department worked closely with the annual
long-term users at the Miami Beach Convention Centerto provide hotel assistance,attendance
builders, convention services assistance and date assistance,when necessary.
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Maintain and strengthen relationships with annual trade show clients that have made the
Miami Beach Convention Center their home. Solicit their input to identify industry-wide
trends and suggestions for increasing Miami’s attractiveness as a convention destination.
This past year,the economics have changed many of the repeat shows and we are
working with them and the Center staff to adjust space or room blocks when necessary.
We will continue to reachout this year to provide more Services from the Bureau to
assist with driving attendance, maintaining audience or assisting in welcoming the
groups.
Tactics:
Work with the MBCC managersand Global Spectrum to promote and expand
our relationships with theregular users from aConvention Servicesaspect,as
well as assisting them in expanding theirroom blocks or adjusting them if our
current economy is affecting their attendance.
Maintain relationships for endorsements, testimonials and promotional
opportunities. Work to drive attendance through newsletters, email blasts or
advertising.
Nurture the relationships of repeat customers to ensure their satisfaction with
the community, Convention Center and Bureau. This is reflected on our
Customer Satisfaction Surveys that we send to all users of the Convention
Center.
9
Convention Sales
Along with the MBCC Sales staff, keep the repeat customer informed ofall
changes in our community, construction, hotel issues and future center
renovations when outlined.
Recurring Goal # 4
Produce new business through the Washington DC office. TheDirector’s responsibility has been
expanded beyond generating new leads tosecuring definitiveroomnights for house accounts.
Current Year 2009-2010 Update
InFiscal Year 2009-2010,the Washington DC Officewasfinally staffed with a Senior Sales
Manager familiar with the DC Market and well known in this arena.She has put Greater Miami
back in the minds of our customers there and has participated in every regional event possible to
sell the destination.
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year:
OurSalesDirector inDC will continue the process already begun to promote Greater Miami to
this very important association and corporate based business. She ischarged with generating
leads, maintaining strong alliances with industry partnersand is responsible for booking business
withroom nightsin conjunction with the Miami Sales Team.
Strategy 1:
The Washington DC sales office will accomplish these sales objectives through personal
sales calls and telephone sales efforts. Additionally, the DC office will conduct extensive
networking at WashingtonDC industry events. The sales staff in DC will work with
clients on city familiarization trips including arranging participation for individual site
inspections.
10
Convention Sales
Tactics:
Conduct in-person sales contacts. The Director’sgoalincludes at least three
appointments per week.
Maintain day-to-day sales activities including sales calls, telemarketing,email
correspondence and prospecting.
Attend monthly meetings of local chapters of International Association of
Exhibitions & Events,Professional Convention Management Association
Summit,American Society for Association Executives Annual Meeting &
Exposition,Meeting Professionals International,Association of Management
Professionals, and Society of Government Meeting Planners.
Identifynew events andshows to sell and attendin order to promote Greater
Miami.
Participate inmajor industry organizations and the local chapters and national-
level committees in order to heighten exposure of the DCoffice as
representatives for Greater Miami.
Maintain a presence at industry tradeshows in the DC market and continue to
monitor those results in the upcoming year.
Participate in selected national meetings and trade shows such as Professional
Convention Management Association Summit,American Society for
Association Executives Annual Meeting & Expositionand Society of
Government Meeting Plannersif the appropriate ROI is expected.
Strategy 2:
Conduct small client dinners for 10-12 association and trade show clients in order to update
them on hospitality developments in Greater Miami.
Tactics:
Target specific meeting planners and executive officers for dinners and
luncheons. The DC office has certain house accounts to solicit on a regular
basis for both leads and bookings.
11
Convention Sales
Target various market segments such as medical groups, corporations, etc. to
host small meal functions for executives or meeting planners to promote
Greater Miami.
Invite our hotel partners, MBCC sales staff and other community leaders from
Greater Miami to assist us in selling to our industry clients.
Recurring Goal # 5
The Convention Sales Department will continue to develop strongcommunication with the
destination’s hotels and other key business partners in fiscal year 2010-2011.
Current Year 2009-2010Update
InFiscal Year 2009-2010, the Convention Sales Department continuedvarious forms of
communication with our hotel partners and the staff of MBCC; Geographical Task Force
meetings, Directors of Sales Forum, General Managers’meetings as well as providing up-to-date
information via the weekly “What’s Happening Report”. We also continueda strong alliance
with the Miami-Dade Sports Commission, Miami-Dade Gay and Lesbian Chamber, and our
Associate Vice Presidentof Cultural Tourism,who has a direct relationship with the Arts and
Cultural community in Greater Miami. These partnerships have led to many leads and bookings
resulting from thesestrong local alliances. We will continue to ask for their assistance in
identifying groups and meetings to solicit with their assistance and support.
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Roundtable meetings will be continued with key hotels as well as other business partners
to share ideas and discuss marketing opportunities. These meetingskeep key business
partners informed on the Bureau’s responsibilities to the community while discussing
current and future goals. This past year, as the first quarter picked up, meeting with the
12
Convention Sales
hotels was an important part of our strategy. We learned from them which markets were
slowly rebounding, which ones to further solicit, as well as the ones that were still slow to
recoup. This information was very important on how and what we were going to solicit
on their behalf.
Tactics:
Conduct regularly scheduledhotel business partner meetings,including
representatives of the MBCC Sales Staff, the Arts and Cultural community,
Miami-Dade Gay and Lesbian Chamber and Bureau staff members from other
departments when appropriate.
Hold quarterly Directorsof Sales Business Partner meetings based on
geography invitingour Convention Center partners.
Conduct quarterly Directorsof Sales Task Force meetings by bringing
together all geographical area hotels to communicate with the Bureau on
industry issues and focus areas in their respective regions.
Meet regularly with the Miami-DadeSports Commission as well asincluding
them in our Task Force meetings with hoteliers.
Include thestaff of MBCC to ensure discussions of citywidegroups that we
are solicitingand other potential opportunities.
Encourage members of our community, local leaders, elected officials,
governmentstaff and residents to include us on any potential solicitation to
groups, meetings and conventions they may be affiliated with.
13
Annual Integrated Marketing Plan
Convention Services
Recurring Goal # 1
Provide support to conventions, meetings and trade shows via promotional tools either in print or
electronic,event planning, special event venues,transportation, business servicereferrals, site
inspections, companion/local interest programs andentertainment.
Current Year 2009-2010Update
InFiscal Year 2009-2010, the Convention Services Department provided ongoing service
assistance, including registration andhousingto394meeting and convention groups representing
more than 280,000 attendees through August, 2010.
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Continue to utilize all methods to promote awareness of key service programs to clients
by being involved in the planning process as early as possible. This will assurethat our
clientshavea successful event.Information collected will be categorized in our
Destination 3000 database for ease of tracking and reporting.
Tactics:
Convention Services will continueto use the recently upgraded version of
D3000 and look forward to the member extranet portal coming online this
fiscal year.
Maintain a successful partnership with Convention Center and Hotel Event
Managers.
Provide promotional materials, support and amenities to annual shows and
events.
Continue with a communication vehicle to update quarterly more than 2,500
clients that are part of our on-going qualified email participants.
14
Convention Services
Maintain or initiate contact with annual clients throughout the year.
Work with Sales to secure supplemental rooms for annual clients as needed.
Actively participate in pre and post-convention meetings.
Coordinate outbound gifts and amenities.
Continue to use the Welcome Program to promote awareness through
citywide signage and banners for qualifying events. As well as ourWelcome
Program at Miami International Airportfor large citywide programs.
Work closely with local taxi companies and Miami-Dade County Consumer
Services Department to keep them informed and emphasize the role they play
in welcoming our out-of-town visitors.
Strategy 2:
Refine the current systems in place to support citywide, short-term conventions and
meetings in the Convention Center and greater hotel community, thus reaching a broader
base of potential repeat business. Conduct comprehensive post-convention survey via an
on-line system that measures client satisfaction with the destination, its products and
services offered by the bureau and other members.
Tactics:
Include shows and events booked by the Convention Center.
Include hotel shows booked by property sales staff.
Coordinate collection and inclusion of citywide promotional items to fulfill
client requests.
Form partnerships with citywide hotel sales team to further identify and
service client needs.
Continue to solicit feedback fromexisting customers via our online post-
convention survey tool, ‘E-Autofeedback’. Rate ofreturned/completed
surveys continues to be within the 35% range, and we continue to explore
methods to increase this figure.
In Fiscal Year 2010-2011, we will continue to reach out to our hotel
community to educate their Sales & Conference Services staff on the services
provided by the GMCVB for their in-house customers.
15
Convention Services
Recurring Goal # 2
Provide planners with the opportunity to hire professional, experienced, on-site registration
staffing supportfrom us until our new company has been selected. We are currently in the
process of submitting an RFP to outsource this service in the future and we will make sure they
.
deliver stellar service to our customers
Current Year 2009-2010Update
In Fiscal Year 2009-2010, the Convention Services Department provided registration staff for
100meetings and conventions, generating revenue of more than $170,000through August, 2010.
Housing services were provided to fourmeetings processing 20,937room nights reserved for
over 19,000convention delegates through August, 2010. This does not include groups which
opened during the same fiscal year, and materialize after October 2010.
Budget Year 2010-2011
Thefollowing strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Implement the outsourcing of Registration personnel.
Tactics:
Distribute a request for proposal (RFP) for services
Consult with other Convention and Visitors Bureaus who have successful
outsourcing models and update our expectations
Implement the transfer of services from in-house to outsourcing company.
Advise allGMCVBtemporary registration staff of the transition period and
their status with the selected company.
Client communication to all futurebookings advising themof the new
policies.
Registration Services will continue to be offered through the GMCVB
however we will refer them to our preferred vendor for scheduling &
management of personnel.
16
Convention Services
Strategy 2:
Implement the outsourcing of Housing Bureau services.
Formulate and distribute a request for proposal (RFP) for housing.
Implement the transfer of services from in-house to outsourcing company.
Client communication to all futurebookings advising them of the new
policies.
The GMCVB will continue to promote our preferred vendor for housing
services to potential clients.
Recurring Goal # 3
Effectively coordinate Bureau showcase events, Venue Reviews, sponsorships and special
events.
Current Year 2009-2010Update
InFiscal Year 2009-2010, the Convention Services Department provided key services for:
Eight city-wide conventions.
Four venue reviewtrips hosting 54clients.
PCMA Education Foundation Partnership Summit April 2010-Organized attendees
transportation, opening reception, dine-a-round and attendee offsite tours.
Organized closing reception for ASAE Fellows Retreat June 2010.
Participated on the Financial & Insurance Conference Planners (FICP) 2010 Design
Team, which created the marketing campaign, education components, general sessions
and social events for the convention, which will take place at the Fontainebleau Miami
Beach in November 2010.
GMCVBDirectorof Convention Services was on the Board of Directors for South
Florida Meeting Professionals International as VP of Finance.
17
Convention Services
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Meet with staff to brainstorm and design events specific to their defined goals.
Tactics:
Select site and coordinate all elements including menus, entertainment, rooms,
travel, invitationprocess and client participation.
Develop and manage event budget.
Establish and orchestrate event timelines.
Maintain communication among internal departments, Convention Center and
other partners.
Conduct pre-meeting and post-event critique.
Continue to work with Sales staff to conduct familiarization trips, special
events and coordinated site visits.
Track in-kind services generated from hotel and other business partners to
effectively track Return on Investment.
Strategy 2:
Implement strategic branding and marketing of Greater Miami to the Convention and
Meetings Industry.
Tactics:
Coordinate storage, maintenance and enhancements of trade show booth
components including screens and tabletops working with our member
Exposition/Display companies.
Maximize use of new booths and display materials designed during fiscal year
2009-2010and carry overto2010-2011.
Strategy 3:
Maintain and distribute inventory of themed promotional items used to reinforce Greater
Miami.
18
Convention Services
Tactics:
Securebest pricingfrom qualified member vendorsand promote bulk
purchases Bureau-wide to save money.
Recommend and secure itemsto both external & internal customers.
Be mindful of “Green” initiatives as we consider our purchases.
Coordinate fulfillment.
Oversee budget for these efforts.
Work closely with the Marketing Department to ensure we are using the most
current promotional items that reinforce the branding of the destination and at
the same time, fulfilling our meeting planners’ needs.
19
Annual Integrated Marketing Plan
Tourism Sales
Recurring Goal #1:
Influence and educate travel planners and travel trade decision makers on Greater Miami
as the destination of choice for their clients and successfully meet their sales objectives
by providing comprehensive support.
Current Year 2009-2010Update
In fiscal year 2009-10, the Tourism Sales Division successfully designed and executed a
Program of Work that resulted in more than 125 trade shows/missions both domestically
and in 24 countries directly interacting with more than 15,000 client contacts. We
continued our International office expansion with two new offices activated in Ecuador &
Venezuela. Further supporting Latin America’s visitor growth into Miami, we
successfully developed three new member missions focused on developing group
business. During these Meeting Planner focused missions, the Tourism Sales team and
GMCVB members met with key meeting planners, Incentive Houses and corporate
business accounts in Argentina, Brazil & Mexico with the objective of booking
incremental room nights for the destination. Further supporting our pre/post cruise
activities, we were the host city for the Home Based Travel Agent Forum during
September in partnership with Port of Miami hosting over 1,100 home based agents along
with planned site inspections of cruise vessels at Port of Miami. Finally, recognizing the
importance of China as a key emerging market for the USA and Miami, we expanded our
lure destination brochure to now include Chinese as one of our featured languages.
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year.
Strategy 1:
Design and direct an annual International and Domestic Sales Program which will
interact with and support key travel planners and travel trade colleagues targeting
top producing markets as well as emerging markets.
Tourism Sales
Tactics:
Identify optimum trade shows, organize sales missions and conduct sales
calls/blitzes in target markets in which to participate/exhibit. The proposed
budget calls for 140 trade shows/missions and or sales blitzes specifically
scheduled with dozens more unscheduled events yet to be finalized
including on-going commitments to emerging markets including China
and Russia.
Provide cost-effective partnerships and leverage the Miami brand message
with participating member organizations in organizing “Miami Areas” in
relevant trade shows to support business to business commerce.
Organize and conduct more than 80 planned hosted familiarization tours to
Miami providing travel planners and buyers with direct exposure to the
destination and its products. (There is a yearly average of 15 additional
unscheduled familiarization tours that occur as partner opportunities
present themselves).
Provide the most up-to-date information to the travel trade audience with
“What’s Happening” releases on a regular basis.
Strategy 2:
Create supporting programs designed to target a variety of High-Value Customers
(leisure and international groups) based on creating consumer and trade awareness
and demand.
Tactics:
Travel Agent Sales Blitzes to further promote summer/shoulder travel and
our annual 443 program targeting US and International feeder markets.
Tourism Sales
Further leverage Miami’s new partnership with Virtuoso via their
newsletter, tradeshow (Travel Mart) and through their trade and consumer
publications. Virtuoso is a network of the world’s finest travel agencies
with knowledgeable advisors who draw upon first-hand experience to craft
the perfect luxurious vacation for their clients. Virtuoso’s affiliated travel
advisors have global connections with the best hotels, cruise lines, airlines
and tour companies. As a destination, leveraging this partnership is will
further support the promotion of Miami’s luxury assets.
Expand the Boutique Hotel, Film, Fashion & Entertainment Program
representing approximately 100 Boutique Hotels in 30 niche markets.
Efforts to be focused on specialty trade, partnerships and consumer
lifestyle, focusing on film, fashion, entertainment, music, production,
Travel Agents, design events lifestyle consumers and some GLBT in
national and international markets.
Design and implement a Boutique Hotel, Film, Fashion & Entertainment
media plan to support above efforts.
Design and implement a targeted Cultural Tourism and Heritage Travel
Program including hosting and facilitating familiarization tours, industry
presentations and collateral support. Additionally, participation in 10
Cultural and Heritage International and National conferences and trade
shows.
Tourism Sales
Design and implement a targeted Gay & Lesbian Travel Program
including participation in related trade shows, conferences and special
events in partnership with the Miami-Dade Gay & Lesbian Chamber of
Commerce and the newly opened Visitor Center and other key GLBT
stakeholders. Plans currently call for 14 programs to be conducted as well
as our ongoing support of the White Party, Winter Party, Aqua Girl, the
Miami Gay & Lesbian Film Festival,Sizzle Miami, Miami Beach
BRUTHAZ, PrideLines and the Miami Beach Gay Pride Weekend. These
efforts will be supplemented by a targeting advertising effort which will
showcase the Miami brand and the signatureGLBT events in our
community.
Continue to promote and support our shopping partners via our Shop
Miami Program by providing sales and collateral support (in multiple
languages).
Continue to promote pre-and-post cruise visitor activity, working closely
with Cruise Line International Association (CLIA), the American Society
of Travel Agents (ASTA) local cruise lines and the Port of Miami. This
will include participation in CLIA conferences, Cruise360, and Cruise
Shipping Miami (formerly known as Sea Trade) event as well as hosting
approximately 1,200 cruise agents via travel agent familiarization tours.
Promote family travel to the destination by expanding the Amazing Miami
Attractions Program and incorporating the VIP attractions pass with our
travel trade efforts.
Annual Integrated Marketing Plan
Media Relations & Promotions
Recurring Goal #1:
Influence consumer perceptions about Miami as an art-centric, tropical and cosmopolitan
destination of choice to the high-value customer through: placement of editorial stories in
;
a variety of consumer and travel media outlets in core marketsand through experiential
promotional consumer experiences and stunts.
Current Year 2009-2010 Update
In fiscal year 2009-10, the Media Relations Division successfully designed and executed
a Program of Work resulting in the completion of 16 targeted media missions, hosting 24
especially themed familiarization tours and assisting in the planning and servicing of
more than 272 media visits researching and featuring Miami and 28special media
projects totaling in a promotional value of nearly $1 million. These efforts are calculated
to have produced feature articles and electronic broadcasts (primarily television) creating
more than 2.8 billion impressions with an estimated comparable ad value of more than
.
$18 millionin advertising equivalency
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year.
Strategy 1:
Direct an informative, targeted press release goal of approximately 40 GMCVB
press releases, alerts, medianewsletters, advertorials and industry releases which
reinforce the brand.
Tactics:
Provide the most up-to-date, positive information to all audiences with
“What’s Happening” press releases on a regular basis.
Utilize press releases to highlight travel trends, events, new
developments, financial news, festival information and other news in a
timely, accurate and targeted fashion.
Media Relations
Strategy 2:
Reach out to key consumer travel editors, contributing editors and freelance
writers who represent major publications within our target markets which
reinforce the brand.
Tactics:
Host at least 150 travel editors/writers on a one-on-one basis
throughout the year.
Host at least 20 media tours from key feeder markets, each tour
themed after niche pitches and featuring multiple media.
Leverage select niche events such as the South Beach Wine & Food
Festival, Miami International Film Festival, Gay & Lesbian Film
Festival, and Art Basel Miami Beach, and other key eventssto bring in
media to cover the destination.
Personally visit key markets to present the message and products to
consumer and trade media with 10 especially themed media missions
planned to-date.
Service at least 2,000 media inquiries seeking editorial, logistical and
collateral support.
Strategy 3:
Host production crews for strategic broadcast opportunities.
Tactics:
Conduct outreach with producers and travel correspondents at
national, regional and cable news programs as well as key drive
market affiliates, to develop destination feature stories.
Pitch Miami coverage to locally based US Hispanic media giants such
as Univision, Telemundo and others to assure optimum cost
effectiveness.
Media Relations
Research and pitch syndicated and regional radio shows/TV programs
to broadcast live from Miami throughout the year, with special
emphasis on summer visits where possible to help boost summer
business.
Strategy 4:
Publicize and promote new developments for the community.
Tactics:
Identify the key person in each company for new developments and
expansions.
Maintain a current resource file on all new developments.
Pitch key consumer media outlets in target markets.
Provide ongoing updates to key media on destination news and
developments through a series of press releases and postcards
showcasing diverse “slices” of the product, from the beaches, to
gaming and golfing, dancing, dining, shopping and spas (i.e., What’s
New release).
Work with trade media in relation to retail development, architectural
development and financial issues.
Recurring Goal #2:
Promote Miami as the preferred venue for meetings, trade shows and public shows to
increase meeting business.
Current Year 2009-2010 Update
The Media Relations Department working closely with staff in the Convention Sales
Departmentas well as ourAdvertising team continued pitching and hosting media
focused on Miami and its facilities as a premier meetings destination.
Media Relations
Budget Year –2010-2011
The following strategies and tactics will be implemented in the upcoming budget year.
Strategy 1:
Direct a press release program promoting meeting facilities, development updates
and new tourism products to targeted meeting planner publications.
Tactics:
Identify and distribute updates regularly to appropriate trade media
outlets (i.e., What’s New release).
Update the evergreen press release that Convention Sales managers
can use as a sales piece.
Ensure that press releases on the web site are current and accurate.
Develop advertorials upon request for key meetings trade magazines to
be usedto leverage additional publicity from advertising or
accomplishments.
Strategy 2:
Provide advertorial content to trade publications.
Tactics:
Work with convention development to develop specific story angles
that are best suited for each publication and date.
Invite key editors and writers from meetings publications to visit
Miami.
Annual Integrated Marketing Plan
Advertising & New Media
Recurring Goal #1
Increase overnight visitors and attendant visitor resort, sales, food & beverage taxes,and
jobs through optimum occupancy and highest possible room rates. This goal is supported
by developing and implementing strategies and tactics that continue to develop and
implement a brand image while targeting “high-value consumers” about the diversity of
options and interests in fulfilling the visitor experience. There is a correlating priority
goal of developing “year-round” tourism taking advantage of not only the destination’s
peak periods of success but continuing to develop and expand the shoulder and summer
periods as well.
Current Year 2009-2010 Update
Using the above noted benchmarks, consumer response to the awareness and invitation to
visit the destination generated several highlights. Following a challenging 2008/2009
fiscal yearattributedto the global economic crisis, we started experiencing county–wide
recovery in the secondfiscal quarter of 2009/2010 as evidenced by gains in the
Convention Development Tax (CDT) up 11.1% and the Food & Beverage Tax up 7.7%
October through June. During that same time period,our Domestic Visitors (53% of our
overall business) increased by 2.7% to 4.9 millionand ourInternational Visitors (47% of
our business) increased by 3.6% to 4.2 million. Total overnight visitors for the first nine
months represented an increase of 3.1% for a total of 9.4 million. For the first 3 quarters
our Average Daily Room rate did decline slightly by -1.2% but was offset by an increase
of 4.7% in occupancy for a favorable gain in revenue per available room (revpar) of
4.3%.This performance has allowed Greater Miami to retain its top ranking in these
critical areas as well as in retaining the majority of its hospitality jobs which has slightly
declined -0.5%for FY 10 vs.09while unemployment as a whole is much more severe.
Advertising & New Media
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year.
Strategy 1:
Design and implement an annual marketing plan that utilizes all forms of media
advertising including traditional and digital marketing, as well as specialty
publications that target consumers and travel and meeting professionals.
Tactics:
The primary target customer for Greater Miami is a sophisticated, well-
educated, affluent consumer who is looking for the opportunity to
experience Miami’s unique variety of activities and to return with stories
to tell about the uniqueness of Miami.
Ages 25 to 54, with emphasis on 35-54.
Highly educated.
Above-average income.
Active lifestyle.
“X-Ceptionals” and “Gen Y-Nots” Psychographic segments.
Summer and Shoulder Season Travelers.
Primary Geographic Targets are:
1.Northeast corridor of the United States and Canada (a line drawn northward
from Baltimore through Philadelphia and New York and up to Toronto) with a
heavy emphasis on the Metropolitan New York market.
2.Domestic markets including major population centers in the southeast, mid-
west, southwest and west coast where high value customers and target niche
.
audiences reside
Advertising & New Media
3.South Florida and in-state drive markets (including Greater Miami) for summer
and vacation in your backyard promotions.
4.International Markets:
Sophisticated cities in Latin America.
Key markets in Europe.
Strategy 2:
Continue to develop and implement programs that convey Miami’s cosmopolitan
chic brand image. Educate high-value consumers about the diversity of the
destination. To continue to produce the optimum program for tourism results
requires the continued employment of a community-wide branding initiative that
is both memorable and effective in building new destination awareness and
incremental business. This marketing communications initiative will continue to
strengthen the selling cycle, guiding the potential customer through the travel
decision process resulting in Miami as their destination of choice.
Tactics:
Creating positive customer awareness of the destination.
Producing stronger visitor interest.
Stimulating consumer desire.
Combating inroads from competing destinations.
Ultimately assisting in the customer’s action decision to visit.
Strategy 3:
Branding or brand identity is the total sum of the words, images and associations
that form the customer’s perception of the destination. The brand, therefore, is
the conveyed personality of the visitors’ experience. It is the promise, the link, or
the bridge between the customer and the visitor product. Although the GMCVB
cannot be responsible or accountable for every customer’s perception of the
destination, it should continue to fulfill its role as a community tourism leader in
crafting a brand that supports the industry through a fully coordinated, effective
marketing communications plan.
Advertising & New Media
Tactics:
Define the Unique Selling Propositions that separate the destination
from the competition.
Define the Brand Voice in order to effectively communicate the
brand’s attributes through visual and language cues.
Continue to craft programs that merchandize our competitive
advantage.
Establish linkages between the brand elements of the destination and
the various member/partner constituents we represent.
Conduct consumer research to refine & expand our target markets,
domestic & international, by evaluating ROI & growth potential based
on visitor origin location, lift analysis and segmentation.
Produce unique messages for consumer segments that address their
rational and emotional needs, and convey the unique characteristics of
the area relevant to them.
Strategy 4:
The Marketing & Tourism Program guides the development of the GMCVB’s
array of collateral communications efforts including advertising, direct mail
fulfillment and promotions, website positioning, media publicity programs,
exhibits, etcetera. To further strengthen the program, the program seeks the
proactive participation and exponential use by the destination’s constituents and
their own marketing communications delivery systems.
Advertising & New Media
Tactics:
The brand message is integrated for consistent use in ongoing
communicationsvehicles including:
Social Media
Website
Email
Advertising
Specialty publications and collateral materials
Trade show displays
Media publicity
Sales solicitation programs, etcetera.
Strategy 5:
Continue to support the Tropical/Cosmopolitan imagewhile further expanding the
brand positioning with influential people, trendsetters and others who will present
the status of a Miami vacation to potential visitors.
Tactics:
Present Miami’s image in publications that influence the style-
conscious and trend-setters.
Leverage our Art, Culture and Design attributes through relevant
communications.
Use creative techniques (fashion photography, video images, and
specialty items) to present a Miami image that is unique and
strategically aligned with the Brandwhile remaining distinctive and
unique from competitive destinations.
Continue to look for partnering opportunities with brands, restaurants
and nightclubs, hotel partners and special events held in the
destination.
Advertising & New Media
Recurring Goal #2:
Continue to enhance and expand the GMCVB’s website and digital marketing programs
as outreach, fulfillment and sales and conversion tools. The GMCVB’s website should
be a “central meeting place” for all inquiries about a vacation to Greater Miami and the
Beaches.
Current Year 2009-2010 Update
The website and online efforts of the GMCVB continue to expand, with many of the
initiatives in fiscal year 2009-2010 generating significant results. Branding and tactical
marketing efforts have expanded online. 82.6 million consumers were exposed to digital
advertising, a 340% increase over last year. Promotions with a major digital component
included the Miami443 summer values promotion at Miami443.com, and the
SeeMiamiLive.com web page, which features up-to-the minute webcam, video, and
photos showcasing our clean waters and beautiful destination content. In fiscal year
2009-2010 to date, there have been 3.2 million visitors to our site (October 2009-July
2010).This represents an increase of 40% above lastyear’s number to-date (2.3
million).Website organic search engine optimization efforts have resulted in 1.3 million
organic search engine-driven visitors, a 27% increase over 2008-09.
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming budget year:
Strategy 1:
Continue to design, revise and expand programs that generate optimum results
and customer interaction on our site.
Advertising & New Media
Tactics:
Redesign MiamiandBeaches.com to provide a moreintuitive and
immersive user experience, in order to increase Miami brand
consideration, visitor lead generation and exposure for our members.
Plan includes integration of microsites into the main site, improvement
of the website navigation, booking tool,content search and filtering
capabilities. Destination and member content will be enhanced with
additional photos, video and relevant content. Content will be
expanded to include visitor information in multiple languages, and
social media components will be integrated to encourage user
interaction.
Data collection from visitors to the website will define the various
profiles of our visitors and help to continually refine marketing
activities to meet specific needs.
The site will continue to tell the fullGreater Miami story in order to
reinforce the brand image and support various neighborhoods and sub-
brands.
Programs will be expanded that foster and support purchase and
conversion opportunities for online partners such as ticket purchase for
events, attraction admissions, golf and spa promotions and restaurant
reservations.
Enhance the brochure and email opt-in process and contact stream in
order to gather preferences for marketing activity.
Develop and maintain strategic alliances with other travel based sites,
member websites, cooperative advertisers and other specialized partner
programs to ensure message integration and extension of promotional
opportunities.
Enhance marketing and site experiences for strategic marketing
programs including BoutiqueHotels, Where Worlds Meet, GLBT,
Travel Agents/Tour Operators, Meeting Planners, and Special Events.
Advertising & New Media
Strategy 2:
Enhance and expand digital marketing programs in order to leverage the online medium’s
reach, engagement and conversion potential.
Continually monitor social media conversations, and increase
consumer engagement on social applications, focusing on Facebook
and Twitter.
Search engine traffic will be optimized through both “push” initiatives
such as the paid listing placement of relevant event content, as well as
“pull” initiatives such as search-word data mining, content
enhancement and partner link strategies.
Provide relevant, timely content to targeted interest groups, including
locals and visitors. The visitor email program will more aggressively
target consumers in vacation consideration mode, and locals will be
provided with more frequent, event-driven content.
Maintain and evolve the Miami and Beaches mobile application as
well as themobile websites for MiamiandBeaches.com and
MiamiBoutiqueHotels.com.
Develop online promotions focused on generating consumer social
media engagement, in order to acquire social media and email leads
for ongoing interaction and communications.
Recurring Goal #3
Establish flexibility and responsiveness to changing market conditions.
Strategy 1:
As the nature of travel and booking patterns continues to become increasingly
more short term, the events and dynamics that can have an immediate impact on
consumer behavior and travel plans are equally spontaneous. The dynamics of a
global communications also allows for messages and images of events in or about
a destination to reach a vast audience within hours via websites and social
networks.
Advertising & New Media
Tactic:
Establish a tactical account of advertising resources that can be quickly
mobilized to address an event, episode, market condition, trend as well
as conversely a unique opportunity to impact market share.
Develop the GMCVB co-op advertising program with a variety of
flexible options in order to facilitate member participation.
Annual Integrated Marketing Plan
Membership Development
Recurring Goal #1:
The main objective of the Membership Partnership Program is to establish and grow a
core base of Bureau members to provide visitors and convention attendees with a broad
base of services. Furthermore, the program generates vital private sector revenue in
support of GMCVB operations. The Membership Division provides our member partners
with key benefits,services and a variety of marketing opportunities as well as leveraging
marketing initiatives for the GMCVB. The GMCVB shares with its member institutions
and our community, in general, the benefit and/ or negative impact of the delivery of
customer service and service employee attitude. To that end, the GMCVB will engage
with other partners to positively promote and support a comprehensive and coordinated
commitment to excellence in customer service.
Current Year 2009-2010 Update
InFiscal Year 2009-2010, (as of July 31st) the Membership Team implemented an
aggressive membership retention program that successfully retained the majority of
current active members and a New Member Program that identified, attracted and
recruited optimum new members with an overall revenue goal of approximately $1.2
million. The membership successfully retained over 87% of its current membership base
of more than 900 members including the addition of approximately 105 new members.
During the first half of this fiscal year, we were still experiencing challenges due to our
dues increase in January 2008 and have also used this opportunity to continue to
eliminate delinquent members and change the membership mix to a higher quality
member. The forecast at this time is to conclude the fiscal year near the established goal
of $1,375,000. The recessive market and significant economic downturn we experienced
last fiscal year continues to make it difficult for smaller and under-capitalized businesses
to continue their memberships however, those that have renewed are more aggressive
about utilizing their memberships.
Membership Development
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming year.
Strategy 1:
Ensure the culture of membership is attractive to new members and increase the
number of active, informed members. Increase the quality and level of
participation in the GMCVB through social media and member-to-member
interaction. Create a culture whereby the members feel ownership.
Tactics:
Initiate more member-to-member and member-to-GMCVB programs.
Re-establish the Membership Newsletter.
Create a prospective member event.
Increase member benefits –social media and other in-house training.
Continue to support the expansion of the Bureau’s use of Internet and
website technologies to provide additional marketing opportunities for
GMCVB members and partners including online advertising.
Re-create a Membership Committee.
Create more networking opportunities for our members with referral
luncheons, member mixer, speed greeting and other events.
Strategy 2:
Aggressively pursue more corporate sponsors, Governmental and minority-owned
businesses for membership. Maximize membership retention through targeted
programs recognizing loyal members.
Membership Development
Tactics:
Target the various Consulates in Greater Miami and the Beaches for
Membership.
Local advertizing to generate more awareness or the GMCVB and the
membership program.
Survey key Greater Miami businesses as to their multicultural
marketing efforts.
Provide added value through specialized vendor partnerships.
Continue to offer valuable and measurable marketing benefits.
Develop a “Member Recognition Program” which recognizes
members that go the extra mile for the GMCVB and or other members.
A fully upgraded and user friendly membership website where the
overall key objectives will be to provide 1) rich resource center for our
existing members, and 2) sell memberships by showing the value of
membership.
Target “dropped” members to re-establish relationship and
membership.
Increased personal contact (via meetings) between Member and
Membership Representative to further build relationships.
Generate $200,000 in new member revenue through an aggressive
recruitment effort.
Current Year 2009-2010 Update
During the current fiscal year, the GMCVB continued to grow our comprehensive
customer service program that included selecting nationally renowned research and
branding partners with specialties in customer service. We continue to work in
partnership with Miami Dade College’s Center of Excellence in providing Customer
Service Training of the “Miami Begins with Me” program
Membership Development
Budget Year 2010-2011
The following strategies and tactics will be implemented in the upcoming year.
Strategy 3:
Continue to expand the “Miami Begins With Me” Customer Service awareness program
to enhance the efforts underway in the community to establish a “branded” effort that
supports and the overall marketing strategy of the GMCVB and the essence of the Miami
brand.
Tactics:
Continuously research “best practices” of exemplary customer service
and attitude programs as well as other organizations that are
committed to or interested in partnering.
Expand on athemed approach that can be utilized in an umbrella
fashion to highlight and synergize efforts.
In conjunction with the GMCVB’s Community Relations Initiatives
and strategic role as “the Voice of the Visitor Industry” establish
programs designed to maximize community awareness, education and
participation.
An effective program is as much about “attitude” as technical service
delivery so the program has to have both an industry and community
approach.
Continue to merchandise the program so that member partners (hotels,
restaurants, nightclubs, retail establishments and service personnel)
can visibly participate.
Continue to partner with training institutions and other organizations
which focus on hospitality training and customer service.
Membership Development
Establish measurement and performance criteria, monitor results and
actively promote and reward leading examples of outstanding
customer service and employee attitude among both service personnel
and businesses.
New Goal #1:
As the GMCVB evolves and the needs of our members change, we will create the
means of reaching demographic groups, and recruit a new generation of members
byfocusing on new areas of membership that might have been over looked.
These newmembership groups, should generaterevenue of approximately
$100,000.00
Strategy1:
Use the S.M.A.R.T approach: The best approach to building, managing and
growing ourmembershipwhich will seek to deliver a quality membership for the
SMART
organization withpecific, easureable, chievable, elevant and ime defined
goals.
Tactics:
Target the various Consulates in Greater Miami and the Beaches for
Membership.
Investigate new enterprises, professions and occupations: Green
Initiatives, Destination Weddings, Web Development and Technology
to mention a few.
Attract members through Public Relations -Local advertizing to
generate more awareness or the GMCVB and the membership
program.
Request membership lists from local Chambers of Commerce to
identify prospects.
Prepared customized materialsto distribute to prospective members
with code to track membership and entitlement to special incentive
Achieve the targeted revenue by end of fiscal year 2010-2011.
Convention Sales & Services
Index of Programs
Affordable Meetings -DC
....................................................................................................................................3
Affordable Meetings Mid America -(HSMAI) Chicago
...................................................................................3
Affordable Meetings West
...................................................................................................................................3
American Society for Association Executives Annual Meeting & Exposition (ASAE)
..................................3
American Society for Association Executives (ASAE) Fellows Retreat
...........................................................3
Americas Incentive, Business, Travel & Meetings Exhibition
..........................................................................3
Association for Convention Operations Management (ACOM)
......................................................................3
Association Management Company Institute
....................................................................................................3
AssociationForum Holiday Showcase
................................................................................................................4
Atlanta Holiday Reception
...................................................................................................................................4
Atlanta Sales Blitz
.................................................................................................................................................4
Boston Sales Blitz
..................................................................................................................................................4
th
Center for Business Intelligence 7Annual Pharmaceutical Meeting Planners Forum (CBI)
.....................4
Chicago Sales Blitz
...............................................................................................................................................4
Citywide Convention Welome
.............................................................................................................................4
Connect Market Place
..........................................................................................................................................4
Connecticut Sales Blitz
.........................................................................................................................................4
Contracted Receptions
.........................................................................................................................................5
Convention Booking/Incentives
...........................................................................................................................5
Convention Sales Calls
.........................................................................................................................................5
Council of Engineering & Scientific Society Executives (CESSE)
...................................................................5
Destination Showcase -Chicago
..........................................................................................................................5
Destination Showcase -DC
..................................................................................................................................5
Direct Mail
............................................................................................................................................................5
DMAI MINT Records
..........................................................................................................................................5
Executive Board Meetings/Committee Site Inspections
....................................................................................6
Financial & Insurance Conference Planners (FICP)
........................................................................................6
Florida Encounter
................................................................................................................................................6
Florida Society of Association Executives
..........................................................................................................6
Florida Society of Association Executives (Hosting)
.........................................................................................6
Fraternity Executives Association (FEA)
...........................................................................................................6
Georgia Meeting Professionals International (GAMPI)
...................................................................................6
Hinton & Grusich Contract
.................................................................................................................................6
Housing Services
...................................................................................................................................................7
Incentive Bonus
.....................................................................................................................................................7
Incentive Travel & Meeting Executives Show (ITME)
.....................................................................................7
International Association of Exhibitions & Events (IAEE)
.............................................................................7
International MICE Marketing Support
............................................................................................................7
Life Insurance Marketing & Research Association (LIMRA)
.........................................................................7
Meeting MastersInvitational
..............................................................................................................................7
MeetingProfessionals International (MPI)........................................................................7
................................
Meetings Quest (4 shows)
.....................................................................................................................................8
Miami Magnet Program
......................................................................................................................................8
Midwest Sales Blitz
...............................................................................................................................................8
Miami ROI/SportsVenue Review
........................................................................................................................8
National Coalition of Black Meeting Planners
...................................................................................................8
New England Meetings Industry Conference and Exposition (NEMICE)
......................................................8
Northeast Sales Blitz (NY/NJ)
.............................................................................................................................8
Office of the Sr. Vice President of Convention Sales
.........................................................................................8
Professional Convention Management Association Annual Conference (PCMA)
.........................................8
Professional Convention Management Association Summit (PCMA)
.............................................................9
Promotional Display Unit & Maintenance
.........................................................................................................9
Convention Sales & Services
Index of Programs
Registration Services
............................................................................................................................................9
Shuttle Bus Contingency Fund
............................................................................................................................9
Site Inspections
....................................................................................................................................................9
Society of Government Meeting Planners (SGMP)
...........................................................................................9
Sports Marketing
..................................................................................................................................................9
Springtime/DC
......................................................................................................................................................9
Tallahassee Society of Association Executives (TSAE)
.....................................................................................9
Texas Sales Mission
............................................................................................................................................10
Venue Review
......................................................................................................................................................10
Washington, D.C. Area Mini Blitz (MD/VA)
...................................................................................................10
Washington, D.C. Blitz
.......................................................................................................................................10
Washington, D.C. Regional Office
....................................................................................................................10
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Affordable Meetings -DCMeeting professionals who represent all segments of the 7,5007,500
industry including: corporate, independent,and
association planners,with the balance from government,
non-profit organizations, education, medical/healthcare,
travel agents, tradeshow management, event planners,
wedding planners, religious organizations and military
who generally attend this two-day tradeshowin
Washington, DC.Numbers range from 2000-2500
attendees.OneBureau staff and fivehotel members
participate.
Affordable Meetings Mid This two day tradeshow is comprised of more than 500 05,300
America (HSMAI) Chicagodiverse meeting and event planners. Held in Chicago, IL
these planners are mainly of local attendance and are
typically seeking moderately priced and mid-ranged
hotel packages
Affordable Meetings6,0000
West
American Society for One of the largest gatherings of influential decision 42,00042,000
Association Executives makers consisting of meeting planners, CEO’s and other
Annual Meeting & top-level executives in the association market.A three-
day trade show and meetings are conducted in which the
Exposition(ASAE)
Bureau and member hotels participate.
American Society for 11,5000
Association Executives
(ASAE) Fellows Retreat
Americas Incentive, This first time two day show to be held in Baltimore, 015,000
Business, Travel &MD is expected to attract 3,000 meeting planners and
300 exhibitors.
Meetings Exhibition
Association for Convention 5,0000
Operations Management
(ACOM)
Association ManagementProvides the opportunity to meet, network, and build 3,5004,400
CompanyInstituterelationships with the executives of association
management companies throughout the U.S.
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Association Forum Holiday This event is the largest one-day show in Chicago6,0006,000
Showcase attracting more than 1,000 Association Executives and
Corporate decision-makers. Bureau representatives will
staff an exhibit, in addition to attending a reception and
luncheon for area meeting planners.
Atlanta Holiday ReceptionGeorgia MPI, GAMPI hosts a holiday networking event 3,0003,000
for members in the month of December. GMCVB staff
will host a separate holiday reception for meeting
planners in the Georgia area.
Atlanta Sales BlitzIn a cooperative effort between the GMCVB and 3,0003,000
participating hotel members, this mission will promote
Greater Miami and the Beaches as a destination through
individual sales calls, group presentations, and client
functions.
Boston Sales BlitzThis blitz will incorporate twofull days of organized 3,0003,000
individual and group calls (corporate and association) to
the Boston area with participating hotels.
th
Center for Business CBI and Medical Meetings magazine’s 7Annual 5,0005,000
h
Intelligence 7tAnnual Forum continues its tradition of bringing together the
Pharmaceutical Meeting industry's leading experts in pharmaceutical meeting
Planners Forum(CBI)planning. The program features detailed case studies
from some of the industry's leading organizations and
provides planners with the information needed in order
to maximize the value of (their) pharmaceutical
meetings.
Chicago Sales BlitzAnnual blitz to the “Windy City.”Targeted group and 10,00010,000
individual sales calls with our hotel partners in downtown
events are planned in each
and the suburbs.Client
location.
Citywide Convention This program services all the major citywide meetings 75,00070,000
Welcomethat are held annually in Greater Miami and the Beaches.
Items include customer gifts andwelcome amenities,
airport signage,ground transportation as well as pre-
promotional efforts that take place out of market during
the year for the future meetings andconventions.
Connect Market PlaceA reverse Trade show for association and specialty group 04,000
meeting planners where suppliers visit planners in pre-
set appointments. There are general sessions, valuable
educational seminars and stimulating networking events.
Connecticut Sales BlitzThis blitz will incorporate two full days of organized 4,5004,500
individual and group calls (corporate and association) to
the Connecticut area with participating hotels.
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Contracted Receptions The GMCVB will host events/receptions to help 50,00050,000
associations gain a more positive impressionof Greater
Miami and the Beaches and build attendance for their
Miami meetings such as receptions, luncheons, etc.
Sometimes offered as incentives to book business.
Convention These funds will assist in booking conventions and 47,30040,000
Booking/Incentivesmeetings during shoulder periods that utilize multiple
hotels and generate good economic benefit for the
destination.
Convention Sales CallsUp to 30 sales trips will be scheduled throughout the 60,00060,000
year into major markets such as Washington, New York,
Chicago and California,highlighting Greater Miami and
the Beaches as a meeting venue. Increased
communication with key meeting planners facilitates the
selection process.
Council of Engineering & The CESSE Annual Conference offers GMCVB the 5,0003,400
Scientific Society opportunity to network with meeting planners and
Executives (CESSE)decision makers representing the Engineering and
Scientific fields. GMCVB is well positioned to sell and
network with more than 450 society executives.
Destination Showcase The Midwest’s largest event exclusively bringing 5,0005,000
Chicagomeeting planners together with Convention &Visitors
Bureau from around the Chicago area to promote their
destinations. This one-day tradeshow will include a full
morning of seminars and a luncheon with the meeting
planners.
Destination Showcase-DCA unique tradeshowwhere CVB’s andhotel partners 10,00010,000
across the country promote their destinations to
corporate and association meetingplanners.Seminars
and luncheons are included inthe Washington, D.C.
show.
Direct Mail.5,0000
DMAI MINTRecordsDMAI records resultsof meetings from across the 010,000
country. This is a membership fee.
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Executive Board .5,0000
Meetings/Committee Site
Inspections
Financial & Insurance This organization hosts an Annual Meeting which is held 9,2009,200
Conference Planners every November, as well as an annual Education Forum
(FICP)each June. FICP brings together both Insurance and
Finance Meeting Planners and hospitality partners. They
maintain as close to a one-on-one ratio of meeting
planner to suppliers as possible. Excellent opportunity to
promote new hotel development in Greater Miami to this
lucrative market.
Florida EncounterOne Bureau representative will attend scheduled 3,5003,500
appointments with pre-qualified planners who have a
history of booking meetings in Florida. This will be a
great opportunity to showcase our destination to more
than 200 meeting professionals.
Florida Society of Produced by Successful Meetings magazine, this annual 7,0005,000
Association Executivesshow attracts 40-50 pre-qualified meeting planners.
one appointments and
Provides opportunities for one-on-
networking. Educational sessions are also provided.
Florida Society of Greater Miami has the pleasure of hosting the Annual 020,000
Association ExecutivesMeeting for FSAE in July 2011. Two hundred
association executives and decision makers will be in
(Hosting)
Greater Miami.
Fraternity Executives 3,7500
Association (FEA)
Georgia Meeting Tradeshow and Educational program.Attracts more than3,0003,000
Professionals International300 meeting plannersof whom the majorities arefrom
Georgia.It is held annually in Atlantaand it is
(GAMPI)
sponsored by Georgia Chapter of MPI.
Hinton & Grusich Hinton & Grusich specializes in providing sales and 45,00045,000
Contractmarketing support for hotels and Bureaus.H&G
represents Greater Miami andthe Beaches in the
marketplace as an extension to our sales solicitation
efforts.
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Housing ServicesIncludes ongoing Housing Bureau expenses; in addition, 5,0005,000
attendance to educational seminars and local networking
functions with hotel reservations managers to improve
services at large.
Incentive BonusThese funds will be used to reward sales managers who 35,00040,000
exceed monthly goals for sales leads, room nights and
bookings on an ad hoc basis.
Incentive Travel & Three-day trade show at which Bureau sales staff and 25,00025,000
Meeting Executives participating Bureau members will sell Greater Miami
Show andthe Beaches as an incentive destination to more than
500 top incentive and corporate meeting executives.
(ITME)
International Association Opportunityfor Bureau and Convention Center staff to 10,00010,000
of Exhibitions & Events attend Annual Meeting and Tradeshow exhibiting to
more than 700 meeting planners. The Annual Meeting
Expo (IAEE)
provides educational and networking opportunities with
decision makers and show managers with exhibit-
oriented tradeshows and Annual Meetings.
International MICE In cooperation with the International Group efforts for 010,000
Marketing Supportmeetings we will support financially. (IBEX, EIBTM)
Life Insurance Marketing LIMRA is a worldwide association providing research, 6,5006,500
& Research Associationconsulting, and other services to nearly 850 insurance
and financial services companies in more than 60
(LIMRA)
countries. LIMRA’s Annual Conference allows
exhibition and networking opportunities with over 1,000
members
Meeting Masters This invitation-only golf event provides an excellent 5,0005,000
Invitationalopportunity to meet individually with more than150
meeting planners from both corporate and association
markets.These individuals are responsible for site
selectionsfor more than500 meetings per year.Separate
daily pairings provides for maximum interaction with
attending planners.
Meeting Professionals Attendance at two annual programs to network with the 15,00015,000
Internationalleadership of America’s corporate meeting planners and
professional meeting consultants to discuss industry
(MPI)
issues. There is a large exhibit at the summer meeting.
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Meetings Quest (4 shows)A one-day hospitality industry trade show attracting 5,0005,000
more than150 planners in each city.This event also
includes sessions and networking opportunities with
planners.
Miami Magnet Program5,0000
Midwest Sales BlitzSales calls with Bureau members to solicit Mid-west 5,0005,000
corporate, incentive and association meetings.Formal
presentations andclient events will be made.(St. Louis,
Minneapolis, Ohio, Michigan, Milwaukee etc).
MiamiROI/SportsVenue Convention and Meeting Executives from cultural 10,00010,000
Reviewassociations and sports groups are invited to participate
in a familiarization tour in order to learn what makes
Greater Miami and the Beaches a top rate meeting
destination.
National Coalition of GMCVB staff promotes to more than 200 executives 5,5005,500
Black Meeting Planners from African-American organizations and various
associations during this three-day meeting and trade
show. NCBMP hosts a spring and fall convention.
New England Meetings Largest meeting industry event for the New England 3,0003,000
Industry Conference and region, conducted by New England Chapter of Meeting
500 meeting
Exposition (NEMICE)Professionals International.More than
planners expected to attend.
Northeast Sales Blitz This blitz will incorporate twofull days of organized 10,00010,000
(NY/NJ)individual and group calls and luncheons (corporate and
association) to the New York City and New Jersey area
with participating hotels.
Office of the Sr. Vice Funds all staff memberships in professional trade 65,00070,000
President of Convention organizations and promotes new programs to enhance
sales efforts to corporate and association clients.
Sales
Includes Sr. VP travel, local sponsorships, government
and hotel events, sales staff, computer services,
blueberry services, telemarketing profiles, part-time
staff, phone services, and etcetera.
Professional Convention This meeting will be attended by more than 3000 10,00010,000
Management Association association executives from medical associations,
healthcare related groups, scientific societies, and other
Annual Conference
professional organizations.
(PCMA)
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Professional Convention 25,0000
Management Association
Summit (PCMA)
Promotional Display Unit New tabletop display units will be developed for use at 5,0005,000
& Maintenancesmaller trade shows.Maintenance will be performed on
larger display unit to enhance its usefulness and new
photographs will be produced for existing display units.
Registration ServicesFunding needed to support our on-call registration staff; 30,00030,000
includes wages, uniforms, payroll taxes, parking fees,
training and Recognition Day functions, gifts, and
promotional program which introduces our service to
association meeting planners.
Shuttle Bus Contingency These funds will supplement the collections from hotels 5,0005,000
Fundand make up any difference in the loss of revenue due to
hotels inability to pay to assist conventions with shuttle
bus expenses as agreed at time of booking.
Site InspectionsBureau staff will create customized itineraries to 55,00055,000
introduce associations, incentive and corporate meeting
planners to the facilities and attractions that will meet the
needs of their particular organization’s attendees.
Society of Government A Bureau Sales Manager and 2 hotel partners will attend 5,0005,000
Meeting Planners (SGMP)this educational conference and tradeshow. Estimated
attendance for 2011is 1,000 attendees and 250
exhibitors. This is an opportunity to showcase Greater
ches to key decision makers in the
Miami andthe Bea
government meetings industry who typically meet in the
shoulder months.
Sports Marketing Bureau involvement with amateur,local and national 24,00024,000
sports organizations to assist in bringing sports related
conventions and major athletic events to Greater Miami.
This includes bid proposals.
Springtime/DC Hosted by the American Society of Association 10,00010,000
Executives (ASAE). More than2000 Association and
industry Professionals attend this most popular of
tradeshows in the Washington,D.C.area.Three Bureau
staff will participate in this six-hour trade show that
includes brunch and educational sessions.
Tallahassee Society of GMCVB representative will exhibit atTSAE Education 7,0007,000
Association ExecutivesDay Trade Show along with participating hotel members,
and attend educational sessions.
(TSAE)
Convention Sales& Services
FYFY
Program NameSummary20102011
BudgetBudget
Texas Sales MissionBureau staff will make targeted personal sales calls after 3,0003,000
telemarketing to pre-qualify corporate and association
prospects for Greater Miami andthe Beaches, and
conduct client events.
Venue ReviewFourtimes during the year, clients are invited to 75,00075,000
experience the destination first-hand through a series of
planned site inspections andlocal activities that highlight
the meetings andconventions market.
Washington D.C.Area Twoclient functions will be conducted throughout the 10,00010,000
Mini Blitz (MD/VA)blitzin addition to sales calls in Alexandria, Arlington,
and Reston.They will be comprised of 30 to 40
qualified customers, member hotel representatives and
Bureau sales staff.
Washington, D.C.BlitzThe Bureau, along with member hotels, will conduct 10,00010,000
group calls in Washington, DC,and host client functions
featuring at least 100 meeting plannersto sell the
destination.
Washington, D.C.Regional Bureau representative in Washington, D.C.interfaces 75,00075,000
Officewith association executives, participates in industry
chapter meetings, and conducts industry events with
targeted customers in order to develop new leads and
maintain close client relationships with existing clients.
Totals994,750995,800
Marketing & Tourism
Index of Programs
th
18Gay & Lesbian Business Expo -New York
.................................................................................................6
AAA Trade Show
..................................................................................................................................................6
ABAV (Association of Brazilian Travel Agents)-BRAZIL
.............................................................................6
Addison Travel Shows-Canada
.........................................................................................................................6
Advertising & Media Production
........................................................................................................................6
Advertising -Agency Program Administration
.................................................................................................6
Advertising -Consumer Brand Marketing Program
........................................................................................7
Advertising -Consumer Lead Generation7
.........................................................................................................
Advertising -Research7
.........................................................................................................................................
Advertising -Summer Tactical Co-op Program
................................................................................................7
Advertising -Weather Triggered Campaign7
.....................................................................................................
Air Canada Vacations7
..........................................................................................................................................
Alliance of Westchester Travel Agents(AWTA)
...............................................................................................7
American Airlines Vacations Reservation Center -Tulsa, OK
........................................................................7
Annual GMCVB's International Partner Meeting
............................................................................................7
Argentina Meeting Planner Sales Blitz
...............................................................................................................8
Argentina Representative Office
.........................................................................................................................8
Argentina Sales Mission
.......................................................................................................................................8
Art Basel -MiamiBeach
......................................................................................................................................8
ASTA Trade Show
................................................................................................................................................8
Bahamas Representative
......................................................................................................................................8
Bahamas Sales Calls
.............................................................................................................................................8
Bonnaroo Music & Arts Festival
........................................................................................................................8
Boston Globe TravelShow
..................................................................................................................................9
Boutique Hotel Promotional Directory
...............................................................................................................9
Boutique Hotel/Film, Fashion & Entertainment Advertising
...........................................................................9
Boutique Hotel/Film, Fashion & Entertainment Travel Agent Fam
...............................................................9
Boutique Hotel Shipping
......................................................................................................................................9
Brazil Meeting Planner Sales Calls
.....................................................................................................................9
Brazil Representative Office
................................................................................................................................9
Brazil Sales Mission
..............................................................................................................................................9
Brochure Distribution
..........................................................................................................................................9
Brunico Real Screen Summit
.............................................................................................................................10
Calendar of Events
.............................................................................................................................................10
Canada Fams
......................................................................................................................................................10
Canada Representation
......................................................................................................................................10
Canada Sales Mission.........................................................................................................................................10
Central America Sales Calls
..............................................................................................................................10
Chicago Sales Mission
.......................................................................................................................................10
Chile Sales Calls
..................................................................................................................................................10
Coachella Palm Springs
.....................................................................................................................................11
Collateral Materials
............................................................................................................................................11
Colombia Representation
..................................................................................................................................11
Colombia Sales Blitz& ANATO
.......................................................................................................................11
Colombia Sales Mission
.....................................................................................................................................11
Community Alliance Marketing Programs
......................................................................................................11
Community Alliance/Relations Collateral
........................................................................................................11
Consumer Direct Mail Fulfillment
....................................................................................................................11
Cruise3Sixty
........................................................................................................................................................12
Marketing & Tourism
Index of Programs
CruiseShipping Miami
.......................................................................................................................................12
Cultural & Heritage Guide
................................................................................................................................12
Customer Service Program
................................................................................................................................12
Destination Video & B-Roll
...............................................................................................................................12
Destination Video, Slides, CD Duplication
.......................................................................................................12
Digital Marketing
...............................................................................................................................................12
Digital Marketing -Agency Program Administration
....................................................................................13
Digital Marketing -Mobile Marketing
.............................................................................................................13
Digital Marketing -Social Media Marketing
...................................................................................................13
Digital Marketing -Webcam Maintenance
......................................................................................................13
Digital Marketing -Website Content Management
........................................................................................13
Digital Marketing -Website General Maintenance
.........................................................................................13
Digital Marketing -Website Mapping Functionality
......................................................................................13
Domestic Fams -Northeast
................................................................................................................................13
Ecuador Representation
....................................................................................................................................13
Ecuador Sales Calls
............................................................................................................................................13
EIBTM, Barcelona, Spain
.................................................................................................................................14
Emerging Markets
..............................................................................................................................................14
Entertainment Travel Agents VIP Dinner & Sales Blitz -Los Angeles
........................................................14
Entertainment Travel Agents VIP Dinner & Sales Blitz -New York
...........................................................14
EuropeanGay & Lesbian Event
......................................................................................................................14
European/Asian Familiarization Tours -Miami
.............................................................................................14
Equality Forum -Philadelphia
..........................................................................................................................14
Feria Internacional de Turismo (FIT) Argentina
............................................................................................14
Film & Fashion Industry Trade Shows
............................................................................................................14
Film/Fashion/Entertainment Public Relations
.................................................................................................15
Flight Centre Travel Expo(Canada)
................................................................................................................15
Florida Huddle
....................................................................................................................................................15
Florida Road Show
.............................................................................................................................................15
Florida Select Mexico(Tourism Sales)
..............................................................................................................15
Florida Select Mexico(Media Relations)
...........................................................................................................15
Florida's Beaches Scandinavia
..........................................................................................................................15
Fort Lauderdale Gay & Lesbian Pride Trade Show
.......................................................................................15
France Meeting Planner Sales Blitz
..................................................................................................................16
France Office
.......................................................................................................................................................16
FranceRoad Show
............................................................................................................................................16
Gay & Lesbian Community Initiatives
.............................................................................................................16
Gay & Lesbian International Trade Show -Chicago
......................................................................................16
Gay & Lesbian Travel Advertising
...................................................................................................................16
Gay Days, Orlando, FL
......................................................................................................................................16
Gay Pride Toronto
..............................................................................................................................................16
Gay Travel Expo -New York
............................................................................................................................16
Germany Office
.................................................................................................................................................16
Germany Meeting Planner Sales Calls
.............................................................................................................17
Germany Roadshow
...........................................................................................................................................17
GMCVB Annual Meeting
..................................................................................................................................17
GMCVB Annual Report/Corporate Brochure
................................................................................................17
GOGOWorldwide Fall Series
...........................................................................................................................17
Hertz/American AirlinesCo-op
........................................................................................................................17
Incentive Travel Meetings, Events Exposition (IMEX)
...................................................................................17
Incentive Luxury Specialty Promotional Items
...............................................................................................17
Incentive Works & Sales Calls-Canada
..........................................................................................................18
InternationalConfex
.........................................................................................................................................18
Marketing & Tourism
Index of Programs
International Gay & Lesbian Chamber of Commerce Annual Meeting -Washington, D.C.
......................18
International Gay & Lesbian TravelAssociation Conference, Ft. Lauderdale
............................................18
International Gay & Lesbian Marketing Conference -Las Vegas
................................................................18
International Golf Travel Market (IGTM)
......................................................................................................18
International Luxury Travel Market-Cannes
................................................................................................18
Italy Representative and Sales Activities
..........................................................................................................18
ITB -Berlin
.........................................................................................................................................................18
ITB and Visit Florida Press Reception
.............................................................................................................19
La Cumbre
..........................................................................................................................................................19
LAN Airlines Co-Op (Colombia and Venezuela)
.............................................................................................19
LAN Airlines Co-Op (Ecuador and Peru)
........................................................................................................19
Latin Americaand Caribbean Promotional Items
..........................................................................................19
Latin America and Caribbean Shipping
..........................................................................................................19
Latin America Representative Annual Meeting
..............................................................................................19
Latin America and Caribbean Scheduled Fams
..............................................................................................19
Latin America Visit USA Membership Dues
...................................................................................................20
Leveraged PR Programming
.............................................................................................................................20
Live Miami Music
...............................................................................................................................................20
London Meeting Planner Sales Calls
................................................................................................................20
Long Island Travel Association Trade Show
...................................................................................................20
Luxury/MICEFAMs
..........................................................................................................................................20
Luxury Travel Expo -Las Vegas
......................................................................................................................20
Media African-American US FAM
...................................................................................................................21
Media Clipping Service
......................................................................................................................................21
Media Cross Market FAM -Art, Culture & Entertainment
..........................................................................21
Media Cross Market FAM -Attractions & Family Travel
.............................................................................21
Meida Cross Market FAM -Culinary
..............................................................................................................21
Media Cross Market FAM -Eco/Green
...........................................................................................................21
Media Cross Market FAM -Gay & Lesbian
...................................................................................................21
Media Cross Market FAM -Miami Sports
......................................................................................................21
Media Cross Market FAM -Pre and post Cruise
............................................................................................22
Media Cross Market FAM -Smart Lux
..........................................................................................................22
Media Culinary European FAM
.......................................................................................................................22
Media"ManCation" European FAM
...............................................................................................................22
Media Mission -Latin America
.........................................................................................................................22
Media Mission -New York
................................................................................................................................22
Media Mission -Toronto
....................................................................................................................................22
Media Monitoring for Latin America
...............................................................................................................22
Media Music and Nightlife US-Canada FAM
..................................................................................................22
Media Shopping and Culinary LatAm FAM
...................................................................................................23
Media Smart Lux LatAm FAM
........................................................................................................................23
Media Sustainable Miami European FAM
......................................................................................................23
Media The Arts LatAm FAM
............................................................................................................................23
Media US Hispanic FAM
...................................................................................................................................23
Media Visits
.........................................................................................................................................................23
Media Wellness and Beauty LatAm FAM
........................................................................................................23
Media Wellness and Eco European FAM
........................................................................................................23
Media Wellness and Spa US and Canada FAM
...............................................................................................23
Medical Tourism
.................................................................................................................................................24
Meetings and Conventions Advertising
............................................................................................................24
Member Client Cultivation
................................................................................................................................24
Member Events
...................................................................................................................................................24
Member Sales Materials
....................................................................................................................................24
Marketing & Tourism
Index of Programs
Membership Non-Profit Check Exchanges
......................................................................................................24
Mexico Meeting Planner Sales Calls
.................................................................................................................24
Mexico Representative Office
............................................................................................................................24
Mexico Sales Mission
..........................................................................................................................................25
Miami Beach Visitor Center
..............................................................................................................................25
Miami Spa Promotions
.......................................................................................................................................25
Miami Spice Promotions
....................................................................................................................................25
Museum Miami Co-op
.......................................................................................................................................25
Music Awards/Entertainment
...........................................................................................................................25
NATPE Partnership
...........................................................................................................................................25
New Research Initiatives
....................................................................................................................................26
New York Times Travel Show
...........................................................................................................................26
Non-Visitor Research
.........................................................................................................................................26
Northeast SalesMission
....................................................................................................................................26
Office of the AVP, Advertising & New Media
.................................................................................................26
Office of the AVP, Cultural Tourism
................................................................................................................26
Office of the AVP, Marketing Services
.............................................................................................................26
Office of the AVP, Media Relations
..................................................................................................................27
Office of the AVP, Membership
........................................................................................................................27
Office of the AVP,Tourism Sales
......................................................................................................................27
Office of the Senior VP, Marketing & Tourism
...............................................................................................27
On-line Destination Specialist Program/Brazil
...............................................................................................27
Partner Website Development
...........................................................................................................................27
Peninsula Round Tables
.....................................................................................................................................27
Peru Sales Blitz
...................................................................................................................................................27
Philadelphia Inquiry/Daily News
......................................................................................................................27
PINTA, New York
..............................................................................................................................................28
Pow Wow 2011
....................................................................................................................................................28
Pow Wow 2011 (Media Relations)
....................................................................................................................28
Pre/Post Cruise Fams
.........................................................................................................................................28
Production Industry Fam
..................................................................................................................................28
Production Industry Media Fam
.......................................................................................................................28
Promotional Items -Boutique HotelProgram
.................................................................................................28
Promotional Items -Northeast/Canada
............................................................................................................28
Promotions -Domestic &International
...........................................................................................................28
Public Relations Contractors ............................................................................................................................28
Public Relations Society of America (PRSA) Annual Tourism Conference
..................................................29
Publishing Supplies & Software
........................................................................................................................29
Puerto Rico Sales Blitz
.......................................................................................................................................29
Research Services,Support& Special Projects
...............................................................................................29
SATH World Congress
......................................................................................................................................29
SATW Conference
..............................................................................................................................................29
See America Workshop -Holland
.....................................................................................................................29
SEO/M, PPC & Reports
.....................................................................................................................................29
Sister Cities Annual Meeting, Washington, D.C.
.............................................................................................29
South America Gay & Lesbian Event
...............................................................................................................29
Spain Representative and Sales Activities
........................................................................................................30
Special Events Research
.....................................................................................................................................30
Special Office Supplies/Sales Support
..............................................................................................................30
Specialty Media Gifts
.........................................................................................................................................30
Strategic Plan Research
.....................................................................................................................................30
Strategic Sales Calls -USA-Northeast
...........................................................................................................30
Summer Public Relations Stunts
.......................................................................................................................30
Marketing & Tourism
Index of Programs
Sundance Film Festival
......................................................................................................................................30
SXSW Music Conference -Austin, TX
.............................................................................................................30
Thomas Cook Trade Shows
...............................................................................................................................31
Top ResaIFTM -France
...................................................................................................................................31
Tour Operator Co-op
.........................................................................................................................................31
Tour Operator Roadshows -Germany
.............................................................................................................31
Travel and Media Association of Canada Annual Meeting
............................................................................31
Travel ImpressionsTrade Shows
......................................................................................................................31
Travel Trade Fulfillment
...................................................................................................................................31
Travel Uni-UK Travel Trade Online Destination Specialist
.........................................................................31
Tribeca Film Festival Reception
.......................................................................................................................32
TV Promotions
....................................................................................................................................................32
United Kingdom Office
......................................................................................................................................32
United Kingdom Roadshows
.............................................................................................................................32
Unscheduled Trade Sales Activities
..................................................................................................................32
USA and Canada Golf Show
..............................................................................................................................32
Vakantiebeurs (Utrecht, Netherlands)
.............................................................................................................32
Venezuela Representative Office
.......................................................................................................................32
Venezuela Sales Calls
.........................................................................................................................................32
Virtuoso Advertising Partnership
.....................................................................................................................33
Virtuoso Travel Mart
.........................................................................................................................................33
Visit Florida Brochure Distribution
................................................................................................................33
Visit Florida Central America Mission
.............................................................................................................33
Visit Florida GLBT Press Reception
................................................................................................................33
Visit Florida Governor's Conference
................................................................................................................33
Visit Florida Partnership Membership
............................................................................................................33
Visit Florida Trade Shows
.................................................................................................................................33
Visit USA Belgium Workshop
...........................................................................................................................33
Visit USA CommitteeDues
...............................................................................................................................34
Visit USA Consumer Shows -Germany
...........................................................................................................34
Visit USA Hamburg Media Reception
..............................................................................................................34
Visit USA Ireland Seminar
................................................................................................................................34
Visit USA Seminar -Vienna, Austria
...............................................................................................................34
Visit USA United Kingdom Media Reception
..................................................................................................34
Visit USA United Kingdom Roadshow & Events
............................................................................................34
Workshop and Sales Calls -Switzerland
Visit USA ........................................................................................34
Visitor Profile Research
.....................................................................................................................................34
Wedding Show
....................................................................................................................................................35
Where Worlds Meets / AA-Beacon Council Co-op
..........................................................................................35
Women's Festival, Key West, FL
......................................................................................................................35
World Travel Expo -New York, NY
................................................................................................................35
World Travel Market -London
........................................................................................................................35
World Travel Market and British Guide of Travel Writers Event
................................................................35
Marketing & Tourism
FY FY
2011
Program NameSummary2010
BudgetBudget
thth
18Gay & Lesbian Participation expenses for the 18International Gay & 5,0005,000
Business Expo –New
Lesbian Business & Entertainment Expo in New York.
York
AAATradeShowThis AAA show will be held in the Virtua Center Flyer 04,000
Skate Zone 601 in Voorhees, New Jersey for the first
time. Last year over 800 consumers attended the eventand
they are expecting an even larger turnout this year.
ABAV (Association of GMCVB will participate in ABAV –Rio de Janeiro, 6,0006,000
Brazilian Travel Agents)
han 18,000 tourism professionals are
where more t
-Brazil
expected to attend from Brazil and neighboring countries.
Addison Travel Shows -GMCVB will participate in the Addison Series of shows
6,0008,000
Canada
in Victoria, Langley and Vancouver showcasing our
destination to top agents with participation from ACTA
and independent travel agents. More than 300 agents will
be attending.
Advertising & Media Provides for the production expenses related to 2,084,794200,000
Production
advertising program development and execution,
including consumer marketing campaigns, Boutique
Hotels, Meetings, Travel Trade and GLBT advertising.
(Note: The Advertising & Media Production, Summer TV
and Summer Radio budgets have been redistributed
among specific new Programs of Work (Consumer Brand
Marketing, Summer Tactical Co-op, Weather Triggered,
Consumer Lead Generation, Agency Program
Administration, and Research) to enhance tracking across
specific branding, promotional and administrative
efforts).
Advertising –Agency
Budget to cover advertising agency fees related to 0660,000
Program Administration
program strategy and creative development, media
planning and execution, and program budgeting and
reporting.
6
Marketing & Tourism
Advertising –Consumer Consumer advertising media program focused on driving01,405,000
Brand Marketing
brand awareness and consideration of Miami among key
Program
consumer segments, domestically and Internationally.
(Note: Other targeted and specialized initiatives have
been created in other programs in this report).
Advertising –Consumer
Program designed to acquirequalified prospective 0154,357
Lead Generation
visitorsfor email and social marketing programs(such as
Facebook), to be incentivizedthrough a Miami trip
giveaway.
Advertising –ResearchConductresearch to better understand and target our key 050,000
consumer target segments, as well as measure the
effectiveness of digital brand awareness advertising
efforts.
Advertising –Summer
Consumer advertising and promotion program focused on 0400,000
Tactical Co-op Program
aggressively drivingwebsite traffic and sales,targeting
individuals actively researching travel during shoulder
and summer periods.
Advertising –Weather Winter weather-triggered consumer advertisingdesigned 050,000
Triggered Campaign
to target consumers in cold geographies during peak
winter weather conditions.
Air Canada Vacations
GMCVB staff will participate withmembers in their 20114,0002,500
product launch. Expected attendance is 150-200 Canadian
travel agents.
Alliance of Westchester
GMCVB Tourism Sales staff will sponsor the October 3,0003,000
Travel Agents (AWTA)
meeting of AWTA, which is an organization of owners
and managers. A presentation and dinner will be
conducted during their Supplier Showcase Program.
American Airlines
This fall we will visit the American Airlines Reservation 02,000
Vacations Reservation
Center in Tulsa for a “Miami Day”. Member hotels will
Center–Tulsa, OK
be invited to participate with us on this day-long group
seminar activity. We will be meeting with over 150
agents during the day.
Annual GMCVB’s
Annual Meeting withGMCVB’s International offices to 7,0005,000
International Partner
share best practices globally and discuss plans for fiscal
Meeting
year 2010-2011.
7
Marketing & Tourism
Argentina Meeting
GMCVB Tourism Staff and GMCVB members will sell 2,0004,850
Planner Sales Blitz
the destination to Argentineanmeeting planners and
incentive houses via one-on-one sales calls and VIP
networking events.
Argentina In-market Representatives that will promote the 41,24053,800
Representative Office
destination throughout the year.
Argentina Sales MissionWe will conduct educational and interactive destination 5,0005,000
seminars as well as intimate VIP networking events.
Estimated total contacts: 600 travel-industry
professionals.
Art Basel –Miami Marketing funds used to leverage support with the City 60,00060,000
Beach
of Miami Beach in successfully hosting Art Basel Miami
Beach in December. Art Basel Miami Beach is
estimated to attract more than 30,000 art aficionadosand
professionals.
ASTA Trade ShowThe GMCVB will participate in the annual ASTA Trade 03,000
Show in Orlando. As the #1 travel trade show in North
America, THETRADESHOW is the travel industry’s
premier meeting place for travel sellers, destinations and
travel related companies to connect and establish new
business relationships.
Bahamas Representative
Project Fees for Bahamas In-market representation04,000
Bahamas Sales CallsStrategic sales missions with GMCVB members to this 8,0005,000
major Caribbean market targeting travel agents and tour
operators that work with Leisure business through a
series of workshop functions and sales calls. Estimated
contacts: 250 pre-selected travel industry professionals.
Bonnaroo Music & Arts 05,000
GMCVB Boutique Hotels will promote the destination
th
FestivalAnnual Bonnaroo
and Miami Music Festivals at the 10
music
Music and Arts Festival. This annual four day
festivalis held at Great Stage Parkfarm in Manchester,
Tennessee. The main attractions of the festival are the
multiple stages of live music, featuring a diverse array of
indie rock,world music,hip
musical styles including
hop,jazz,americana,bluegrass,country music,folk,
gospel,reggae,electronica, and other alternative music.
8
Marketing & Tourism
Boston GlobeTravel The Tourism Division will participate with Visit Florida 03,000
Show
in the Boston Globe Travel Show. This is the only
Travel Show in New England that reaches over 2.8
million readers weekly through The Boston Globe,
boston.com, Metro Boston, & Worcester T & G. They
expect over 20,000 consumers and more than 250
exhibitors to participate in the show this year.
Boutique Hotel Provides for the development of promotional materials 045,500
Promotional Directory
targeting customers of boutique hotels and supporting
the Boutique Hotel program including the reprint of an
expanded/updated Boutique Hotel directory.
Boutique Hotel/Film,
Provides for the ongoing development and 75,000 100,000
Fashion &
implementation of cooperative advertising programs
Entertainment
specifically targeting potential customers of small and
Advertising
boutique hotels.
Boutique Hotels/Film,
GMCVB Boutique Hotels Program will host 010,000
Fashion &
Entertainment Travel Agents from New York and Los
Entertainment Travel
Angeles for familiarization tours. Agents will be
Agent Fam
provided with an opportunity to explore our destination
through a 3-5 day itinerary.
Boutique Hotel
Funds the shipping of collateral material to trade shows 15,00010,000
Shipping
for distribution in key markets.
Brazil Meeting Planner
GMCVB Tourism staff and GMCVB Members will sell 2,0004,000
Sales Calls
the destination to Brazilian Meeting Planners and
Incentive Houses via one-on-one sales calls and VIP
networking events.
Brazil Representative
In-market Representatives that will promote the 49,75171,269
Office
destination throughout the year.
Brazil Sales MissionWe will conduct scheduled sales calls as well as intimate
08,000
VIP networking events.
Brochure Distribution
Distribution of the quarterly calendar of events 3,6003,120
throughout Greater Miami and the Beaches.
9
Marketing & Tourism
Brunico Real Screen The Realscreen Summit is the most important non-05,500
th
Summit
fiction film & television industry event. Now in its 13
year, this highly anticipated annual event is dedicated to
the development of business and creative opportunities
for those in non-fiction and factual programming and
realscreen
content creation. In partnership with
magazine, the ongoing mandate is to identify the best
new ideas, recognize top industry talent, offer theforum
for discussion and debate, explore issues and uncover
trends and ultimately create an international network of
connected individualsleading to business growth and
career development. This event is attended by 1,300+
delegates from 23 different countries. The newly
designed Boutique Hotels guide will be placed in all
delegates’ bags and the GMCVB will also run a full
page ad in the International Pitch Guide.
Calendar of EventsFor the development and maintenance of a 60,00030,000
comprehensive listing of events in Greater Miami and
the Beaches published online and printed in a brochure.
Canada FamsGMCVB Tourism Sales staff will host Canadian retail 6,0005,000
market for familiarization tours.
travel agents from this
Agents will be provided with an opportunity to explore
our destination through a full three-day itinerary.
Canada RepresentationIn-market representative in Canada to promote the 25,00035,000
destination throughout the year on an on-going basis.
Canada Sales Mission GMCVB will host travel agent seminars and VIP 22,00015,000
lunches for top clients and tour operators, as well as
participate in the SITV show attended by more than
3,000 consumers and travel trade professionals.
Central America Sales We will conduct educational andinteractive destination 3,0004,000
Calls
seminars as well as intimate VIP networking events.
Chicago Sales Mission10,20016,000
GMCVB staff will organize a Chicago Sales Mission
targeting Virtuoso, Ensemble and Signature agents
throughout Chicago and vicinity.
Chile Sales CallsWe will conduct educational and interactive destination 2,0002,000
seminars as well as intimate VIP networking events.
10
Marketing & Tourism
Coachella Palm Springs
GMCVB’s Boutique Hotels and the destination will be 8,0005,000
showcased throughout the event among other branding
opportunities.
Collateral MaterialsFor the production of sales and promotional printed 70,00050,000
material to support the efforts of Convention Sales,
Tourism Sales and Media Relations staff, as well as the
communication needs of the Executive, Finance and
Administration departments.
Colombia Project Fees for Colombia In-market representation.10,00010,000
Representation
Colombia Sales Mission Colombia is the third major Latin American market for 9,5008,500
& ANATO
Miami. The Colombia Association of Travel Agencies
hosts ANATO, the most important tourism event of the
year. The show consists of two days for making
contacts with Colombian leading travel industry. Staff
will also be conducting sales seminars in Bogota, Cali
and Medellin.
Colombia Sales Mission We will conduct scheduled sales calls as well as intimate 02,500
VIP networking events.
Community Alliance
Provides for the development and implementation of 250,000240,000
Marketing Programs
cooperative marketing programs with community-based
marketing organizations, allowing the GMCVB to
leverage its resources on a matching basis.
Community
For the production of promotional materials in the 50,00050,000
Alliance/Relations
support of various GMCVB community alliance projects
Collateral
and other community relations initiatives leveraging
resources on a matching basis.
Consumer Direct Mail
For the processing of consumer inquiries generated via 140,000200,000
Fulfillment
e-mail, website, telephone, fax, etc. through ongoing
promotional efforts. Fulfillment is provided by
forwarding aselection of collateral materials targeting
our different customer bases. Gains in on-line
dissemination of information have allowed for
economies.
11
Marketing & Tourism
Cruise3Sixty
The Leisure Sales Team will participate in Cruise3Sixty.07,500
Fort Lauderdale, FL
Over 2,000 agents are expected to attend this cruise
show. We will have a major presence at this show with
an island to be shared with our member hotels. We will
be actively promoting our pre and post opportunities.
CruiseShipping MiamiGMCVB will participate with the Port of Miami and 6,5006,500
Miami International Airport during the Cruise Shipping
Convention. This conventionis firmly established as the
e line
international meeting place for quality cruis
visitors and cruise industry suppliers. The convention is
designed to provide key networking opportunities.
Exhibitors have access to influential cruise line
executives, expert conference speakers, executives from
ICCL and FCCA cruise associations,and special guests.
Cultural & Heritage For the production of collateral products aimed at 030,000
Guide
showcasingthe diverse cultural resources and events
within our community including history, arts, and
heritage. This will include the reprint of our Cultural
Heritage guide with updated/expanded information.
Customer Service
Funds earmarked to support new initiatives designed to 50,00050,000
Program
support the Bureau’s commitment to foster and promote
excellence in customer service as part of the new
Strategic Plan.
Destination Video &
For the ongoing development of footage and images 15,0007,500
B-Roll
integrated in destination video and b-roll products used
for promotion of our destination.
Destination Video,
For the duplication of various marketing products to 5,0002,500
Slides, CD Duplication
promote our destination to travel professionals and
generate positive media coverage.
Digital Marketing
Funds to support ongoing digital marketing programs 370,000249,500
that drive year-roundtraffic to our websites,and further
develop our database of registered users.Includes
organic and paid Search Marketing, Email and Event
Marketing, as well as Digital Analytics.
12
Marketing & Tourism
Digital Marketing –
Budget tocover digital agency fees related to digital 083,500
Agency Program
program strategy and account management.
Administration
Digital Marketing –
Funds to support expansion of the Miami and Beaches 073,000
Mobile Marketing
iPhone application to the Android platform, as well as
fees related to maintenance of ourmobile websites and
mobile marketing platforms.
Digital Marketing –
Program focused on increasingconsumer engagement 050,000
Social Media Marketing
on social media applications, focusing on Facebook and
Twitter. Budget covers agency social media consulting,
and monitoring ofsocial media conversationsrelated to
Miami and key GMCVB programs such as Miami Spice.
Digital Marketing –
Covers webcam hosting and monthly ISP expenses for 028,145
Webcam Maintenance
seven webcamslocated throughout Miami and the
Beaches.
Digital Marketing –Supports expenses related to the website content 034,860
Website Content
management tool, including server hosting fees and the
Management
tool licensing fee.
Digital Marketing –Funds allocated for general website maintenance and 30,78020,000
Website General new functionality as well as domain name purchases,
Maintenance
renewalsand other miscellaneous expenses.
Digital Marketing –Funds allocated for the annual licensing fee for the Map 15,00015,000
Website Mapping
Network product integrated into our member listings.
Functionality
Domestic Fams -GMCVB Tourism Sales staff will host domestic retail 8,00015,000
Northeastfor familiarization
travel agents from these markets
tours. Agents will be provided with an opportunity to
explore our destination through a full three-day itinerary.
Ecuador RepresentationProject Fees for Ecuador In-market representation.4,5004,500
Ecuador Sales Calls
We will conduct educational and interactive destination 2,0002,000
seminars as well as intimateVIP networking events.
13
Marketing & Tourism
EIBTM, Barcelona, GMCVB Tourism Sales in-market representative will 10,00015,000
Spain
exhibit with other Visit Florida members at this trade
show targeting meeting planners and incentive
organizers. Estimated attendance: 5,000 buyers.
Emerging MarketsGMCVB will establish a special fund for specific 8,45013,000
activities identified throughout the year deemed as
opportunities to further develop business from emerging
markets.
Entertainment Travel
GMCVB’s Boutique Hotels will host a dinner in Los 6,0008,000
Agents VIP Dinner &
Angelesfor travel agents which cater primarily to the
Sales Blitz -Los Angeles
entertainment industry and also conduct a sales blitz.
Entertainment Travel
GMCVB’s Boutique Hotels will host a dinner in New 8,0008,000
Agents VIP Dinner&
York for travel agents which cater primarily to the
Sales Blitz -New York
entertainment industry and also conduct a sales blitz.
European Gay &
Participation expenses for Gay& Lesbian German 04,500
Lesbian Event
International Trade ShowinBerlin, Germany.
European/Asian GMCVB Tourism Sales staff will host international tour 35,00030,000
Familiarization Tours –
operators and travel agents on on-going familiarization
Miami
tours of Greater Miami and the Beaches. Participants
will be provided with an opportunity to explore the
destination following a three to five-day itinerary.
EqualityForum –
Participation expenses for Gay & Lesbian Equality 2,0002,500
Philadelphia
Forum in Philadelphia, PA.
Feria Internacional de
GMCVB staff will participate in a co-sponsored VIP 5,0003,500
Turismo(FIT)
Dinner event in Buenos Aires, Argentina. We will be
Argentina
inviting the top tour operators, airlines and selected
members of the press. They will participate at FIT, a
four day tradeshow in Argentina (2 days consumer and 2
days trade). This show has an attendance of more than
20,000 consumers and more than 10,000 professionals
from Argentina, Uruguay and Chile.
Film & Fashion
Funds budgeted to support local efforts focusing on 30,0009,200
Industry Trade Shows
Film, Fashion and Entertainment activities.
14
Marketing & Tourism
Film/Fashion/ Public relations programs in support of appropriate 26,00029,800
Entertainment Public initiatives promoting the film/fashion/entertainment
Relations
industry in partnership with Film, Fashion and
Entertainment Committee.
Flight Centre Travel
The Tourism Sales staff will participate with members in 05,000
Expo (Canada)
the Flight Centre Travel Expo in Toronto, Ontario. This
consumer show will have on sight booking through the
Flight Centre and only attendees of the show will be
eligible for the special deals offered by the suppliers at
the show site. To enhance the presence of the Miami
CVB at the show, 10,000 copies of Flight Centre’s
quarterly newsletter will be on hand at the show for the
consumers to look over the destinations that are present
at the show. They are expecting over 5,000 consumers.
Florida Huddle
GMCVB Tourism Sales staff will attend this 5,3505,150
internationally based appointment trade show to conduct
one-on-one pre-scheduled meetings with travel buyers,
primarily from Europe and Asia. Estimated attendance:
500 travel buyers from more than 40 countries.
Florida Road Show
GMCVB Tourism Sales staff will conduct sales calls to8,00015,000
major cities in our top marketplaces promoting special
packages and promotions for the summer.
Florida Select MexicoTourism Sales will participate in this Visit Florida 3,5003,000
Tourism Sales
interactive event. We will be targeting operators,
incentive companies, top travel agents and travel writers
that work the leisure and corporate business through
one buyer/supplier
destination seminars, one-on-
interaction, trade luncheon, press conference and VIP
reception (media included). An attendance of more than
300 important travel industry professionals is
anticipated.
Florida Select MexicoFunds allocated for travel and participation in the annual 01,800
Media Relations
trade show eventby Media Relations.
Florida’s Beaches -
GMCVB Tourism Sales staff to represent Greater Miami12,00010,000
Scandinavia
and the Beaches throughout Scandinavia.
Fort Lauderdale Gay & Participation expenses for the Gay Pride Ft. Lauderdale 01,000
Lesbian Pride Trade
Trade Show.
Show
15
Marketing & Tourism
France Meeting Planner
GMCVB Tourism Staff and GMCVB members will sell 2,0005,000
Sales Blitz
the destination to French meeting planners and incentive
houses via one-on-one sales calls and VIP networking
events.
France Office
In-market representative in France to promote the 40,00042,500
destination throughout the year on an on-going basis.
FranceRoad Show GMCVB Tourism Sales in-market representative will 8,0005,000
promote Greater Miami and the Beaches during this
road show to take place throughout France.Member
participation and brochure distribution available.
Gay & Lesbian
Funds allocated for participation in local events like 14,5008,000
CommunityInitiatives
White Party, PrideLines, Miami-Dade Gay & Lesbian
Chamber of Commerce Gala, and National Gay &
Lesbian Task Force Dinner.
Gay& Lesbian
Participation expenses for the International Gay & 1,5002,500
International Trade
Lesbian Trade Show in Chicago, Illinois.
Show –Chicago
Gay & Lesbian Travel Provides for the ongoing development and 137,750144,638
Advertising
implementationof cooperative advertising programs
specifically targeting the gay and lesbian travel market.
Additional programs are implemented by the GMCVB
on a non-cooperative nature from our base media budget
and other areas.
Gay Days, Orlando,FLParticipation expenses for Gay Days Expo, Orlando, FL.2,5002,000
Gay Pride TorontoParticipation expenses for Toronto’s Gay Pride Show.2,5002,500
GayTravel Expo –New Participation expenses for this Gay & Lesbian trade 2,0002,000
York
show.
GermanyOfficeIn-market representative in Germanywill promote the 60,00085,000
destination throughout the year on an on-going basis.
16
Marketing & Tourism
Germany Meeting GMCVB Tourism staff and GMCVB Members will sell 4,0005,000
Planner Sales Callsthe destination to German Meeting Planners and
Incentive Houses viaone-on-one sales calls and VIP
networking events.
Germany RoadshowWeek-long sales mission with GMCVB members to 3 05,000
key cities in Germany to meet with Tour Operators
through a series of destination workshops and sales
calls. Estimated contacts will be 20+ key Tour Operator
partners.
GMCVB Annual
The annual business meeting of the general membership, 45,00050,000
Meeting
recapping the previous year’s accomplishments and
outlining future goals and Programs of Work. The newly
appointed Board of Directors and Executive Committee
are formally introduced.
GMCVB Annual
For the production of a brochureshowcasing 10,00010,000
Report/Corporate
information from ourStrategic Plan including GMCVB
Brochure
accomplishments, visitor industry impact, and
accomplishments of individual departments and
divisions.
GOGOWorldwide Fall GMCVB Tourism Sales staffwill participate with one of 5,00018,000
Series
our top U.S. Tour Operators, GOGOWorldwide in their
product launches and appreciation dinners in key cities
These shows provide us the opportunity to
in the U.S.
meet the top GOGOagents who are invited to these
functions.
Hertz/American AirlinesGMCVB investment to develop and implement co-op30,00050,000
Co-op
advertisingprogram with major car rental and airline
partner to promote quality visitation in the shoulder
and/or summer seasons.
Incentive Travel, GMCVB Tourism Sales in-market representative will 10,00015,000
Meetings, Events
exhibit with other Visit Florida members at this trade
Exposition (IMEX)
show targeting meeting planners and incentive
organizers. Estimated attendance: 5,000 buyers.
Incentive Luxury
GMCVB Tourism Sales staff will purchase specialty 3,0003,000
Specialty Promotional
items for trade shows, fams and sales missions.
Items
17
Marketing & Tourism
Incentive Works & GMCVB Tourism Sales to attend Canada’s largest trade 2,5001,500
Sales Calls -Canadashow for the meetings, incentive travel, special events
and promotion industries as well as sell the destination
to Canadian Meeting Planners via one-to-one sales calls.
International Confex GMCVB Tourism Sales staff will represent the 15,0005,500
destination at the largest trade show targeting the
meetings and incentive planner sectors. Member
participation and brochure distribution available.
International Gay & Participation expenses for the International Gay & 02,500
Lesbian Chamber of
Lesbian Chamber of Commerce Annual Meeting in
Commerce Annual
Washington, D.C.
Meeting, Washington,
D.C.
International Gay &
Participation expenses for this conference.3,0003,000
Lesbian Travel
Association Conference
–Ft. Lauderdale
International Gay & Funds allocated for participation in the annual 2,5002,000
Lesbian Marketing
conference.
Conference -LasVegas
International Golf GMCVB's Tourism Sales team will participate in IGTM 06,500
Travel Market (IGTM)
-the leading event for any professional involved in Golf
Tourism and Travel. IGTM is the meeting place for the
world of golf travel. Over 600 golf tourism suppliers
join 350 pre-qualified buyers and 140 International press
from over 55 countries for four days of pre-scheduled
pportunities and industry
appointments, networking o
updates.
International Luxury GMCVB staff to attend this top international luxury 12,00010,000
Travel Market –Cannes
show and represent Greater Miami and the Beaches.
Italy Representative and In-market representative to promote the destination 08,000
Sales Activities
throughout the year on an on-going basis.
ITB –Berlin
GMCVB Tourism Sales staff will exhibit at the largest 15,00012,000
travel trade and consumer show held in Germany.
Member participation and brochure distribution
available.
18
Marketing & Tourism
ITB and Visit FloridaMedia Relations’participation at the Berlin based ITB
05,000
Press Reception
show along with fees for the VISIT FLORIDA Annual
press reception in Berlin.
La Cumbre
Appointment trade show for top Latin American and 7,00012,000
Caribbean buyers of U.S. tourism products. Estimated
attendance: Approximately 600 Latin American and
Caribbean travel buyers.
LAN Airlines Co-opMedia Relations’ partnership with LAN Airlines to 01,800
(Colombia and
reach out to key Latin press in each market.
Venezuela)
LANAirlines Co-op
Media Relations’ partnership with LAN Airlines to01,800
(Ecuador and Peru)
reach out to key Latin press in each market.
Latin America and GMCVB Tourism Sales staff will purchase specialty 6,0007,500
Caribbean Promotional
items for the trade shows, fams and sales missions.
Items
Latin America and Funds the shipping of collateral material to Latin 25,00032,000
Caribbean ShippingAmerica representative offices and to major operator
partners for distribution in various key markets.
Latin America Annual meeting with in-market representatives from 8,8005,000
Representatives Annual
Latin America.
Meeting
Latin Americaand
GMCVB Tourism Sales staff will target and host 15,00020,000
CaribbeanScheduled
familiarization visits of key tour operators, travel agents
Fams
and airline partners through Latin Americaand the
Caribbean.
19
Marketing & Tourism
Latin AmericaVisit
Funds for membership fees for Visit USA Committee in 5,0004,500
USA Membership Dues
Latin America.
Leveraged PR ProgramsLeverage events or opportunistic major print or 50,00050,000
broadcast media visits to generate enhanced exposure
for Greater Miami and the Beaches.
Live Miami Music
This marketing initiative is designed to promote our live 040,000
music venues and thegreat musicians that play in them.
This Live Miami Music program is ayear-round
marketing effort that will include a microsite, brochure,
advertising and PR efforts. Partifipants are featured in
the purpose built website www.LiveMiamiMusic.com.
London Meeting
GMCVB Tourism staff and GMCVB Members will sell 4,0005,500
Planner Sales Calls
the destination to UK Meeting Planners and Incentive
Houses via one-on-one sales calls and VIP networking
events.
th
Long Island Travel
The Tourism Division will attend the 27anniversary of 03,000
Association Trade Show
the Long Island Travel Agents Association in Syosset,
New York. Over 250 agents are registered to attend this
event. We will also host a luncheon for a few of our
VIP agencies after the show.
Luxury/MICEFAMsGMCVB Tourism Sales staff will host International 5,00015,500
buyers (travel trade) of luxury productsand International
going familiarization tours of Greater
MICEon on-
Miami and the Beaches.Participants will be provided
with an opportunity to explore the destination following
a three to five-day itinerary.
th
Luxury Travel Expo –GMCVB staff will participate at the 10Annual Luxury 9,0003,500
Las Vegas
Travel Expo where more than 1,100 travel agents
targeting the upscale travel market will attend. This
show hosts the largest gathering of luxury travel
professionals in the U.S., and more than 300 exhibiting
International companies.
20
Marketing & Tourism
Media African-Miami offers a wide range of cultural heritage 05,000
American US FAMexperiences for the African American traveler –this
FAM will showcase these offerings to a group or 4-6
journalists from leading African American media outlets.
Media Clipping Service
Provides funds for day-to-day news monitoring agency 9,5009,500
tracking all news regarding Greater Miami and the
Beaches. Includes measurement tools such as ad
equivalency and circulation numbers.
Media Cross Market Media Relations will host six writers from top domestic 10,00010,000
FAM -Art, Culture &
and international markets to experience the unique arts
Entertainment
and culture scene in Greater Miami and the Beaches and
will attend performances by Miami’s top performing arts
organizations.
Media Cross Market Media Relations staff will host six top domestic and 10,00010,000
FAM–Attractions and
International journalists to experience the diversity that
Family Travel
Miami has to offer in the way of family friendly
restaurants, accommodations, attractions and shopping
outlets available in the city.
Media Cross Market Host six-eight International journalists to highlight the 010,000
FAM -Culinary
best of Miami cuisine and position the destination as a
leader in the culinary scene.Can include Miami Spice
and SoBe Wine and Food.
Media Cross Market Media Relations will host six writers from top domestic 10,00010,000
FAM –Eco/Green
and international markets to experience the innovative
vironmentally friendly offerings in
ecological and en
Greater Miami and the Beaches.
Media Cross Market Media Relations will host six top gay travel writers from 10,00010,000
FAM –Gay & Lesbian
domestic and international markets to showcase Greater
Miami and the Beaches’ arts, culture, entertainment and
nightlife for the gay lifestyle.
Media Cross Market Host six-eight International journalists to showcase the
010,000
FAM -Miami Sports
destination as a leader in hosting world-renown
championship events.
21
Marketing & Tourism
Media Cross Market Media Relations will host six top journalists from 10,00010,000
FAM –Pre andPost domestic and International markets to showcase Greater
Cruise
Miami and the Beaches’ shopping, fine dining,
entertainment and nightlife to be enjoyed before or after
a cruise.
Media Cross Market Host six-eight International journalists to showcase 010,000
FAM -Smart Lux
Miami’s summer offerings including: Miami Spice,
Miami Spa and Miami 4-4-3.
Media Culinary Miami is a leader in culinary offerings and this FAM 09,000
European FAM
will showcase the best to top European journalists.
Media “ManCation”–This FAM will introduce 4-6 journalists focused on 09,000
European FAM
Men’s travel and lifestyle to the best offerings in Miami
for a “guy’s getaway”.
Media Missions –GMCVB Media Relations staff will make media 9,00010,000
Latin America
presentations and editorial calls in key Latin America
markets, based on market conditions (i.e. Brazil,
Argentina, Mexico, Chile, Spain) to generate media
coverage.
Media Missions –
Media Relations will be in New York to host a media 25,00025,000
New York
reception for more than 100 top print and broadcast
media. More than 20 members are scheduled to attend.
Staff will also conduct several media calls to meet with
travel writers and radio/television shows in New York
City.
Media Mission –
Media Relations will be in Toronto to host a media 8,0008,000
Toronto
reception for more than 50 top print and broadcast
media. More than 10 members are scheduled to attend.
Media Monitoring for
This service will scan allforms of media outlets in the 05,000
Latin America
region and report back on Miami posted articles and
stories.
Media Music and
With the launch of Miami Live Music Month, the media 05,000
Nightlife US-Canada
team will host 4-6 writers from the US and Canada to
FAM
showcase the best of the live music and club scene.
22
Marketing & Tourism
Media Shopping and Shopping and eating are two major attractions for the 07,000
Culinary LatAm FAM
this LatAm FAM will
Latin American traveler –
showcase the best of both worlds to 4-6 top journalists
fromthe region.
Media Smart Lux Latin Americans love luxury and as such, this FAM will 07,000
LatAm FAM
showcase some of the best “smart lux” programs in
Miami including Spice and Spa.
Media SustainableThis FAM will host 4-6 journalists on aninside look at 09,000
Miami European FAM
how Miami caters to the environmentally savvy traveler.
Media The Arts LatAm
Miami is more and more of an art and cultural 07,000
FAM
destination –this FAM will showcase the best offerings
to 4-6 members of the Latin American press.
Media US Hispanic
As a leading US Hispanic destination, Miami offers the 05,000
FAM
Hispanic traveler several Latino experiences: from
food, music –even novellas…this FAM will showcase
the best of Miami’s Hispanic community to top Hispanic
media outlets.
Media Visits
Stimulate editorial coverage of the destination by 19,00019,000
hosting individual journalists on area tours. Funds
media visits (unscheduled tours) with industry partners.
Media Wellness and
Media Relations will host 4-6 writers from Latin 07,000
Beauty LatAm FAM
America to showcase the best in Miami Spas and beauty
treatments.
Media Wellness and Eco
Eco offerings are of importance to the European 09,000
European FAM
visitor… this FAM will host 6-8 journalists to position
Miami as a leading destination in health and wellness.
Media Wellness and Spa
As Miami Spa Month garners more popularity, this FAM 05,000
US and Canada FAM
will highlight the best of the best in Miami’s wellness
offerings to top outlets from Canada and the US.
23
Marketing & Tourism
Medical TourismPromotional funds used for medical tourism promotion 040,000
bringing together approximately six of Greater Miami and
the Beaches top hospitals for a year-round program which
will strengthen Miami’s position as a world-class
destination. The program is designed to bring patients and
their families, as well as medical meeting and conventions
to Miami. The GMCVB will secure partnerfunds and
attract additional support from sponsors to be invested in
a comprehensive marketing program which includes print
and radio advertising, as well as PR initiatives.
Meetings and Funds set aside for advertising targeting meeting planners 255,000255,000
Conventions Advertising
to attract meeting and conventions to Greater Miami.
Member/Client Client entertainment expense and local staff travel budgeted 9,6008,000
Cultivation
to support Membership sales initiatives.
Member Events
A wide range of networking and educational opportunities 11,00010,100
designed to highlight specific programs or issues as well as
highlighting a variety of host member facilities and special
events.
Member Sales Materials
Production of collateral material to support membership 10,0008,000
sales efforts throughout the year. Membership information
brochure, membership appreciations, membership sales kit.
Membership Non-Profit Resources allocated to fund GMCVB membership in non-84,00084,000
Check Exchanges
profit organizations in the local community such as (arts,
culture, museums, associations, theater, etc). The
a reciprocal where an actual check is
Membership is
exchanged for the value of the membership.
Mexico Meeting Planner GMCVB Tourism staff and GMCVB Members will sell 2,0004,000
Sales Calls
the destination to Mexican Meeting Planners and
Incentive Houses via one-on-one sales calls and VIP
networking events.
Mexico Representative In-market Representativesthatwill promote the 15,00015,000
Office
destination throughout the year.
24
Marketing & Tourism
Mexico Sales Mission
We will conduct scheduled sales calls as well as intimate 05,000
VIP networking events.
Miami Beach Visitor For the support of a regional visitor center in partnership 40,00040,000
Center
with the City of Miami Beach and Miami Beach Visitor &
Convention Authority.
Miami Spa PromotionsPromotional funds used for the annual spa promotion 45,00040,000
bringing together approximately 30 of Greater Miami’s
finest spasduring the month of July. The GMCVB will
leverage these funds to attract additional support from
sponsors to be invested in a comprehensive marketing
program which includes print and radio advertising,as
well as PR initiatives.
Miami Spice PromotionsPromotional funds used for the seasonal culinary 94,95675,000
promotion bringing together approximately100of Greater
Miami’s finest restaurants during spring, summer, autumn
and winter. The GMCVB will leverage these funds to
attract additional support from sponsors to be invested in
a comprehensive marketing program which includes print
and radioadvertising,as well as PR initiatives.
Museum Miami Co-opPromotional funds used for the cultural promotion 20,00020,000
bringing together approximately 15 of Greater Miami and
the Beaches top museums during the month of May. The
GMCVB will leverage these funds to attract additional
support from sponsors to be invested in a comprehensive
marketing program which includes print and radio
advertising, as well as PR initiatives.
Music Seed funds used to facilitate potential award shows such 45,00045,000
Awards/Entertainment
as MTV, Latin Grammy, BET, etc.
NATPE PartnershipIn January 2011, the National Association of Television 010,000
Programming Executives Conference & Exhibition will be
held in Miami. NATPE is the only American program
market serving the worldwide television community. This
three day market and conference is recognized throughout
the world as a key media event. The GMCVB Boutique
Hotels will host a net-working event for key NATPE
executives and conference participants.
25
Marketing & Tourism
New Research Funds used for new research opportunities that occur 45,00020,900
Initiatives throughout the year allowing the Bureau to participate in
strategic research that will impact our local visitor
industry.
New York Times Travel The New York Times Travel Show will be held from 5,0005,000
Show
February 26 -28, 2010 at the Jacob K. Javits Convention
Center in New York City. This event continues to be
North America's premiertravel show attracting a unique
ding tourism
global representation of the world's lea
markets. Over 18,000 consumers and trade professionals
plus over 500 domestic and International media
representatives are expected to participate this year.
Participants are made up of International and regional
tourist boards, Convention & Visitors Bureaus, overseas
and domestic hotels, lodges and spas, tour and cruise
operators and cruise, transportation, industry service
providers and associations.
Non-Visitor Research
Conduct on-line survey of persons who have never visited 07,600
Greater Miami or not visited in last five years.
Northeast Sales MissionGMCVB Tourism Sales staff will hosta tabletop trade 30,00020,000
show and round tables in key cities in the Northeast. A
VIP travel agent reception will be hosted in New York
City for key agencies sending clients to our destination.
Office of the AVP, Provides for office expenses, unscheduled travel and 7,50012,000
Advertising & New
entertainment, specialty items, subscriptions, specialized
Media
training &equipment.
Office of the AVP, Funds allocated for participation in Art Basel Switzerland, 8,8608,000
Cultural Tourism
National Trust for Historic Preservation Conference, Arte
of the America, Florida Trust Meetings and other local
events. Also is used for office expenses, unscheduled
travel and entertainment,specialty items, and
subscriptions.
Office of the AVP,Provides for office expenses, unscheduled travel and 4,5004,500
Marketing Servicesentertainment, specialty items, subscriptions, specialized
training and equipment.
26
Marketing & Tourism
Office of the AVP, Provides for subscriptions, department cell phones, 23,00023,000
Media Relationsmember site visits, mileage, membership dues,
development expenses, office expenses and unscheduled
travel and entertainment.
Office of the AVP, Miscellaneous overhead expenses not attributed to specific 3,0006,780
Membership
programs including office supplies and postage.
Office of the AVP,
Primarily serves as the local expense account for the eight23,55017,000
Tourism Sales
members of the Tourism Sales team.
Office of the Sr.VP, Provides for office expenses, unscheduled travel and 50,00040,000
Marketing & Tourism
entertainment, specialty items, subscriptions, specialized
training and equipment.
On-line Destination On-line training to educate travel professionals on the 024,000
Specialist
destination.
Program/Brazil
Partner Website
Provides for the ongoing development of GMCVB 5,00010,000
Development
boutique website as well as support for partner sites such
as GoGayMiami.com, City of Miami Beach Calendar and
others.
Peninsula Round Tables
GMCVB will participate with Peninsula Round Table 5,00015,000
Show in a series of 5-6 minute round table presentations to
key travel agents in these markets. Exhibitors are limited
to 15 per venue. More than 250 agents are expected to
participate.
Peru Sales Blitz
The GMCVB will conduct an educational seminar to 2,0002,000
leisure and corporate travel agents, tour operators and
media. An exclusive VIP event will also be organized for
top clients. We expect to interact with 150 travel
professionals.
Philadelphia
Staff will participate in this consumer show in Philadelphia 4,0002,000
Inquiry/Daily News
under the umbrella of Visit Florida.
27
Marketing & Tourism
PINTA, New York
Participation in PINTA, the Modern & Contemporary Art 1,5002,000
Show in New York, NY.
Pow Wow 2011Appointment trade show for top international buyers of35,00030,000
U.S. tourism products. Estimated attendance:
Approximately 2,000 travel buyers.
Pow Wow2011 (Media
Funds for Media Relations’travel to and participation in 07,000
Relations)
the annual IPW conference.
Pre/Post Cruise FAMS
GMCVB Tourism Sales staff partners with cruise lines 39,54250,000
and travel agents to co-sponsor familiarization visits in
conjunction with ship inspections promoting Miami as
pre-and-post destination.
Production Industry GMCVB Boutique Hotels Program will host Film, 010,000
FAM
Television and Commercial Production Industry
Professionals from New York and Los Angeles for
familiarization tours. Participants will beprovided with
an opportunity to explore our destination for locations
scouting through a 3 to 5 day itinerary.
Production Industry GMCVB Boutique Hotels Program will host domestic and 010,000
Media FAM
international Entertainment Travel journalists for
familiarization tours provided with an opportunity to
explore our destination through a 3-5 day itinerary.
Promotional Items –GMCVB Tourism Sales staff will purchase specialty items 15,00015,000
Boutique Hotel Program
for the trade shows, fams and sales missions.
Promotional Items –
GMCVB Tourism Sales staff will purchase specialty items 5,0008,000
Northeast/Canada
for the trade shows, fams and sales missions.
Promotions –Domestic GMCVB Media Relations staff will conduct promotions 10,000148,940
&International
in several key domestic and International markets to
update media and consumers on the latest developments in
Greater Miami and the Beaches.
Public Relations
Expand the destination’s message in key markets through 312,419300,162
Contractors
public relationsprograms implemented with
subcontractors in the U.S./Canada(New York), United
Kingdom, Germanyand Latin America.
28
Marketing & Tourism
Public Relations Society
The Public Relations Society of America hosts an annual 02,500
of America (PRSA)
tourism conference for the PR professional –all leading
Annual Tourism
CVBs are present.
Conference
Publishing Supplies & For the maintenance of our desktop publishing system, 5,0005,000
Software
including the purchase of software, hardware, peripherals
and supplies, as well as specialized technical support.
Puerto RicoSales BlitzWe will conduct scheduled sales calls as well as intimate 6,5002,500
VIP networking events.
ResearchServices,
Provides for additional research resources on an ongoing 5,0009,500
Support & Special
basis to supplement our base research program. Also
Projects
provides for software, hardware and other research tools as
well as additional research projects as they become
necessary.
SATH World Travel
The Society for Accessible Travel & Hospitality will hold 2,0002,000
th
Congress
its 15World Travel Congress. Thisevent is attended by
travel professionals from the U.S., Canada and 41 other
countries.
SATW Conference
Participation expenses for the Society of America Travel 01,700
Writers’ annual conference by Media Relations.
See America Workshop
Tourism Sales will attend See America Workshop during 3,0002,500
–Holland
February 2010–as an exhibitor, we will have the
opportunity to meet with Dutch Tour Operators and 100-
150 Dutch agencies.
SEO/M, PPC & Reports
Monthly dues for Search Engine Optimization and 019,500
Marketing, Pay per Clicks and reports for the newly
designed Boutique Hotels Website.
Sister Cities Annual
Participation expenses for Sister Cities International 2,5002,000
Meeting, Washington,
Conference in Washington, D.C.
D.C.
rd
South American Gay &
Participation expenses for 3International Conference on 04,500
Lesbian Event
Gay & Lesbian Tourism, Buenos Aires, Argentina.
29
Marketing & Tourism
Spain Representative
In-market representatives that will promote the destination 4,5445,000
and Sales Activities
and participate in travel trade sales activities throughout
the year.
Special Events ResearchConduct monthly surveys of attendees to tourist oriented 010,000
events throughout Miami-Dade County.
Special Office Supplies needed for special projects and promotions within 27,60018,000
Supplies/Sales Support
Tourism Sales.
Specialty Media GiftsProvides for specialty media items to be distributed during: 5,0006,500
cross market and in-market FAMS, individual media visits,
press conferences, media missions and when hosting media
on television productions and story development lunches
anddinners.
Strategic Plan ResearchFunds earmarked to implement various recommendations 17,48520,000
put forth by the Strategic Plan including expanded
research, advertising pre/post testing and return on
investment analysis.
Strategic Sales CallsGMCVB in-market staff will conduct strategic sales calls 3,0002,000
USA-Northeast
and operator/reservation center presentations throughout the
course of the year as necessary to enhance our regularly
scheduled program of work.
Summer Public Leverage public relations promotions and publicity stunt 40,00020,000
Relations Stunts
opportunities with industry partners in targeted markets
with special emphasis on summer public relations.
Sundance Film FestivalGMCVB’s Boutique Hotels will partner with the Miami-15,00010,000
Dade and Miami Beach Film Offices to showcase our
Miami Boutique Hotels and destination to film industry
professionals.
SXSW Music SXSW Music Conference is one of the largest music 9,50010,000
Conference-Austin, TX
conferences in the US with an estimated attendance of over
25,000 worldwide music industry professionals. This is an
ideal platform to promote Miami Music Festivals. The
newly designed Boutique Hotels guide will be inserted in
each delegate’s bags and ads will be placed in the
conference’s main music catalogue.
30
Marketing & Tourism
Thomas Cook Trade Greater Miami and the Beaches will partner with Thomas 010,000
Shows
Cook Canada for theirsummer product launch in various
cities in Canada. These table top trade shows will be
conducted in each venue with up to 500 agents
participating at the shows. Thomas Cook is the major
travel force in Canada.
Top ResaIFTM-GMCVBin-market representative will exhibit as part of 4,0003,500
France
the Visit Florida booth. Members wishing to participate are
encouraged to contact Visit Florida.
Tour Operator Co-opPartnership with major domestic tour operators to 150,000185,000
stimulate travel from key feeder markets into Greater
Miami throughstrategic advertising, and value-added
promotions.
Tour Operator GMCVB in-market rep will join key Tour Operators on 10,00010,000
Roadshows-Germany
their annual roadshows and visit 3-4 key cities during each
roadshow. More than 100 leading travel agents will be
invited in each city. Greater Miami will provide a table
top/presentation to educate these industry partners.
Travel and Media Media Relations will travel and participation at the Travel 02,500
Association of Canada
and Media Association of Canada’sannual meeting.
Annual Meeting
Travel Impressions
GMCVB Tourism Sales staff will participate in the Travel 6,0006,000
Trade Shows
Impressions (Best of the Best) Trade Expo series targeting
their top agents. These are tabletop shows held in their
strongest marketplaces and are attended by more than100
agents.
Travel Trade For the processing of consumer inquiries generated via e-58,00039,500
Fulfillment
mail, website, telephone, fax, etc. through ongoing
promotional efforts. Fulfillment is provided by forwarding
a selection of collateral materials from the GMCVB library
(i.e., Vacation Planner).
Travel Uni –UK Travel The “Miami Uncovered” Travel Uni on-line travel agent 4,5004,000
TradeOnline
training program will be available to the UK 16,500 travel
Destination Specialist
agents who are participating in theTravel Uni training
based agents, online
programs. This includes home-
agencies and tour operator reservations staff.
31
Marketing & Tourism
Tribeca Film Festival GMCVB Boutique Hotels will host a Festival Reception 05,000
Reception
during the Tribeca Film Festival. The program line-up
offers moviegoers a wide variety of independent films and
also features panel discussions with personalities in the
entertainment world offering excellent networking
opportunities to promote our destination as the ideal
locations for filming independent films.
TV Promotions Provides for the ongoing development and implementation 50,00025,000
of promotional programs that will provide cost-effective
exposure by hosting major television shows in our
community which will broadcast to their key feeder
markets.
United Kingdom OfficeTourism Sales’ Director of Sales Office/Activities 68,52073,500
headquartered in London.
United KingdomWeek-long sales mission with GMCVB members to 3 key 05,000
Roadshow
cities in the UK to meet with Tour Operators through a
series of destination workshops and sales calls. Estimated
contacts will be 20+ key Tour Operator partners.
Unscheduled Trade
Funds allocated for opportunities that come up during the 04,250
Sales Activities
year that were not scheduled in our regularprogram of
work.
USAand Canada Golf
The GMCVB will participate in at least one major golf 04,000
Show
show in the USA and Canada during the fiscal year
working with our Golf Tour Operators.
Vakantiebeurs-
GMCVB staff will exhibit at the largest travel trade show 7,7504,500
Utrecht, Netherlands
held in The Netherlands. Member participation and
brochure distribution available.
Venezuela
Project Fees for Venezuela In-market representation.4,5004,000
Representative Office
Venezuela Sales CallsWe will conduct educational visits as well as intimate VIP 1,6001,500
networking events.
32
Marketing & Tourism
Virtuoso Advertising Partnership with Virtuoso and others to stimulate travel 0
50,000
Partnershipfrom key feeder markets in the U.S. and Latin America
into Greater Miami through strategic advertising and
value-added promotions.
Virtuoso Travel Mart
s Tourism Sales team will participate in
GMCVB’06,931
Virtuoso’s annual tradeshow event every August. Virtuoso
s finest travel agencies with
is a network of the world’
knowledgeable advisors who draw upon first-hand
experience to craft the perfect luxurious vacation for their
clients. Virtuoso’s affiliated travel advisors have global
connections with the best hotels, cruise lines, airlines and
tour companies. As a destination, this is an excellent
opportunity to meet one-on-one with over 250+ Virtuoso
travel professionals and further promote Miami’s luxury
assets.
Visit Florida Brochure This POW is for opportunities where we cannot physically 02,500
Distribution
attend with Visit Florida but have them take our brochures
to distribute at the shows.
Visit Florida Central Join Visit Floridaon their annual press mission to Central 01,800
America Mission
America in order to continue fostering press relations in
this important market
Visit Florida GLBT
The media teamwill join Visit Florida on their annual 02,000
Press Reception
GLBT press reception in New York. It is an excellent
opportunity to foster relationship with leading press in this
niche market.
VisitFlorida Governor’s Funds allocated for Media Relations’ participation in the 01,500
Conference
annual Governor’s Conference on Tourism.
Visit Florida
Annual Membership dues to Visit Florida.6,0006,000
Partnership
Membership
Visit Florida Trade
The GMCVB will participate with Visit Florida in various 05,000
Shows
trade shows in the Northeast and Canada that are not
currently scheduled.
Visit USA Belgium
GMCVB Tourism Sales staff will provide a destination 3,0803,000
Workshop
training seminar for key tour operators and travel agents.
33
Marketing & Tourism
VisitUSA Committee
GMCVB to renew Visit USA Association members. 7,0507,000
Dues
Visit USA Consumer GMCVB to participate in a series of consumer shows 8,0005,500
Shows –Germany
throughout Germany.
Visit USA Hamburg
GMCVB’s Hamburg based PR firm will attend this 01,000
Media Reception
important annual reception on behalf of the media team.
Visit USA Ireland
Visit USA Ireland Seminar is an annual event held in 4,0004,000
Seminar
Dublin for travel agents and travel trade media organized
by the Visit USA Committee of Ireland. Over 20 US travel
organizations will be present to meet travel professionals
from Dublin and other parts of Ireland.
Visit USA Seminar –
GMCVB in-market rep will attend this table-top travel 5,0002,500
Vienna, Austria
trade event targeting more than 200 travel professionals
from Austria.
Visit USA United
GMCVB’s London based PR Firm will attend this 01,000
Kingdom Media
important annualreception on behalf of the media team.
Reception
VisitUSA United GMCVB's United Kingdomrepresentative will participate 011,500
Kingdom Roadshow and
in Visit USA's UK Roadshow in December visiting three
Events
cities (cities TBD). The Roadshow allows destinations,
airlines, hotels and other Visit USA members to meet and
network with 100+ agents in each city to learn more about
their products.
Visit USA Workshop GMCVB will participate in Visit USA Committee travel5,0005,000
and Sales Calls –
trade event and lunch reception for selected tour operators.
Switzerland
Visitor Profile ResearchFor the on-going development of qualitative and 201,000202,000
quantitative research programs utilizing monthly surveys
her informational sources as called for in the
and ot
Strategic Plan.
34
Marketing & Tourism
Wedding ShowGreater Miami will attend one major weddingshow during 04,250
the fiscal year to enhance our weddings program and
updated our website. Brochure distribution will also be
funded under these funds.
Where Worlds Meets/"Miami: Where Worlds Meet" is a marketing initiative in 250,000250,000
AA-Beacon Council
partnership with The Beacon Council,American Airlines
Co-op
and Miami-Dade County.The campaign is also supported
by the Port of Miami,Miami International Airport, the
Downtown Development AuthorityandBaptist Health
. The advertising targets consumers
South Florida
considering Miami for vacation, medical treatment or as a
place to live and work.
Women’sFestival, Key Participation expenses for the Key West Women’s 2,5001,500
West, FL
Festival.
World Travel Expo –
Funds allocated for participation in Gay &Lesbian trade 2,0002,000
New York, NY
showin New York.
World Travel Market -GMCVB staff will exhibit at the largest travel trade show 18,00018,000
London
held in the U.K. Member participation and brochure
distribution available
World Travel Market
Media Relations participation and travel forWorld Travel0
and British Guild of
Market and seat at The British Guild of Travel Writers 4,500
Travel Writers Event
annual awards ceremony.
35
Black Hospitality Initiative
of
Greater Miami (BHI)
2010-2011 Overview and Mission
The Board of Directors of the Visitor Industry Human Resource Development Council
Black Hospitality Initiative of Greater Miami (BHI)
(VIC) changedits name to the
along with its mission in order to better align with and reach the population it serves. The
organization's new expanded mission will build on the current model of success to
advance economic participation for African Americans and Blacks of African descent by
opening doors of opportunity in Greater Miami's visitors industry. With the name change
Black Hospitality Initiative of Greater Miami
and new strategic approach, the is
poised to reach the best and brightest talent within the target population it serves and
assure them a sustainable future in the local visitor industry.To reach its long term goals
Black Hospitality
as defined in the newly expanded mission and strategic plan, the
Initiative of Greater Miami has
addedAdvocacy, Talent Development and Career
Coaching components to its organizational infrastructure and focus.The broadened
scope will also qualify the organization for additional funding options and fundraising
opportunities.
Black Hospitality
From 1990 to 2010,over $1.4 million have been raised for the
Initiative of Greater Miami,
a 501c-(3)non-profit organization.The value of
scholarship distribution has reached approximately $1.2 million.More than 200
scholarships have been awarded to students, new educationalpartnerships developed and
expanded with FloridaInternational University, Johnson & Wales University and Miami
Dade College.Program graduates have emergedas industry leadersin hotels, cruise
Black
lines, restaurants, and as educators in Miami and across the country. The
Hospitality Initiative of Greater Miami
also benefits from the financial support and
leadership of the Greater Miami Conventions & Visitors Bureau, Miami-Dade County's
leading hotels, cruise lines, food and beverage partners and corporate institutions.
1
Black Hospitality Initiative of Greater Miami
The history of the began in 1990 when
Greater Miami and the Beaches faced the challenges of a Black tourism boycott. Spurred
by the snubbing of visitor and anti-apartheid leader Nelson Mandela by local political
leaders, the boycott would last 33-months and end with a 20-point program to boost the
role of African Americans in the local visitor industry. In 1991,the Greater Miami
Convention & Visitors Bureau (GMCVB) established the organization to address
challenges resulting from the boycott and to specifically help expand the roles and
participation of African Americans in the local visitor industry. This unique formation
has framed and shaped the ways in which the organization operates today.
Annual Fundraisingfor Scholarships and Programs:$164,103.46
Florida International University Scholarship Endowment
Black Hospitality Initiative of Greater Miami
The Scholarship Endowment
Black Hospitality Initiative
was established to benefit the students attending
Florida International University(FIU) School of Hospitality Management
Program. The Financial Summary is outlined below:
A. Endowment Permanent Restricted Value…………………… $441,496.40
B. Previous Decline in Value *…………………………………. $-85,966.56
C. Current Value of Endowment Restricted Balance……………$355,529.84
D. Total Current Spendable Balance for Scholarships*……….. $1,817.46
Miami-Dade College Scholarship Fund
The current balance for theBlack HospitalityInitiativeScholarship Fund at
Miami-Dade College is $14,786.00.
2
St. Thomas University Scholarship Fund
The current balance for theBlack Hospitality InitiativeScholarship Fund atSt.
Thomas University is $10,000.00 for BHI student scholarship pipeline.
Fundraising Activities:
HOT FundraisingActivities:$120,000.00
th
The GMCVB raised $120,000.00 from the 19Annual HOT Challenge May,
2010.The Board of Directors contribution was$11,600.00and the South Florida
Golf Foundation (SFGF) Birdies for Charity awarded $5,000.00to the HOT.
GrantPrograms:$17,500.00
st
Awarded
$7,500.00: Visit Florida to support the 1Entrepreneurial Conference
th
for Black Studentin Hospitality to be held alongside NAHOOD 14Annual
Conference July 21-24, 2010.
Awarded
$10,000.00: Miami Dade CountyTourist Development Councilto
st
support the 1Black Student Hospitality Conference to be held alongside
th
NAHOOD 14Annual Conference July 21-24, 2010.
Grants Pending:$810,000.00
Pending:
Bank of Americafor BHI Program DevelopmentActivities
$200,000.00.
Pending:
Florida Department of Education Mentoring Grant with Norland High
School $400,000.00.
Pending:
Miami Dade County Human and Social Service Community Based
Funding Programs $160,000.00.
Pending:
Sun Life Financial/Dolphin Stadium $50,000.00 for student
scholarships.
3
Program Advocacy and Outreach:
The Black Hospitality Initiativeestablished a Hospitality Work Program with Big
Brother Big Sisters, Double Tree Hotel and Bentley Hotel South Beach. BHI participated
on the Academy of Hospitality and Tourism (AOHT) Advisory Board and work closely
with AOHT schools Academy of Hospitality and Tourismto support education, training,
internships, and career development for students pursuing hospitality careers. BHI
partnered with the Multicultural Foodservice & Hospitality Alliance (MFHA) in April
21010 to bring Showcase of the Stars,aninteractive hospitalitycareer-exploration
eventto Miami AOHT high school students. This event is mirrored and supported by the
website,www.whatsnext4me.com,aDepartment of Labor-funded website developed by
Johnson & Wales in partnership with MFHA.
BHI participated on Miami Hospitality InstituteAdvisory Boards and assist with the
employment training program designed to connect job opportunities in the local
hospitality industry with Miami’s inner city residents through customer service and job
readiness training provided in the heart of the inner city.
BHI partnered with the National Association of Black Hotel Owners,Operators&
Developers(NABHOOD) www.nabhood.netto host the 1st Entrepreneurial Conference
for Black Students in Hospitality (ECHO). The conferences attracted more than 100
African Americans/Black students attending Historically Black College and Universities
(HBCU), colleges in the Caribbean and Latin America. The participating colleges and
universities included: Temple University, University of Technology, Bethune-Cookman
University, Tuskegee University, Northern Caribbean University, University of
Maryland-Eastern Shore, Virginia State University, Hampton University, Miami Dade
College, University of the West Indies, College of the Bahamas, Virginia State
University, Pontificia Universidad Catolica Madre y Maestra, West Minister Community
College, Florida International University, Savannah College Art & Design, The Albena
Lake Hodge Comprehensive School, University of St. Martin, San Diego State
University, Johnson and Wales University and other local, state and national institutions.
The conference was supportedin part by Visit Florida,Miami Dade CountyTourist
4
Development Council,National Association of Black Hotel Owners, Operators &
Developers (NABHOOD) and the Greater Miami Convention &Visitors Bureau
(GMCVB).
BHI joined the Travel Professionals of Color (TPOC) attheir 8th Annual Conference and
Trade Show held in the Nassau Bahamas, April 2010 to help promote training,
networking and support minority travel professionals. Students from BHI were sponsored
by Air Bahamas, TPOC, and NABHOOD to attend the conference.
The Black Hospitality Initiativesupported the Foundation for Democracy in Africa
(FDA)12Annual AfrICANDO Trade Investment Symposium, which focused on
Smart,
th
. Several
Appropriate and Resource Efficient Technologies for Rural Communities
significant recommendations were made during the conference, and we look forward to
working with FDA to help them achieve their goals. In addition,we will be working with
AfrICANDO 2010 Trade Investment Symposium.
BHI co-sponsored and moderated Showcase of the Starswith AOHT on April 13, 2010 at
the Miami Beach Convention Center. Gerry Fernandez, President and CEO of the
Multicultural Food Services & Hospitality Alliance (MHA) was the key note speaker and
facilitator of the showcase panelists.
BHI conducted community outreachand spoke at the Overtown CRA meeting with the
mayor and city officials attending to help secure funding for hospitality programs. BHI
met with Commissioner Richard P. Dunn Distinct to introduce the Black Hospitality
Initiative of Greater Miami and to seek funding opportunities.BHI was represented atthe
HomesteadSenior High and Robert Morgan’s Career Connection Breakfast on May
2010,participated in Booker T. WashingtonHigh School Career Explosion, Lindsey
Hopkins Technical Education CenterCareer Day and participated inAOHT Advisory
Board meetings and the Hospitality Institute Board meetings and training.
5
Program Talent Development
BHIhad eleven (11) student scholars inTalent Development receiving scholarships.
Eight(8)atMiami-Dade College; andthree(3) students attend Florida International
University. Congratulations to Melissa Brown and Dorothy Durena who completed their
Associate Degree at Miami-Dade College Summer 2010.
BHI continues to provide Internships and Service Learning opportunities to BHI Scholars
attending Miami Dade College, Florida International University and Johnson & Wales.
BHI Board of Directors created the Hospitality & Tourism Talent Development
InitiativeHTTDI)
(a training partnership between Peebles Atlantic Corporation,
HTTDI
business, industry and education partners. is designed to target south Florida
high school juniors and seniors who demonstrate interest in the hospitality industry or
any of itsrelated fields (i.e. Hotel Management /Ownership, Food Service Management,
Restaurant Management/Ownership and Entrepreneurial Training). These services will be
offered year round and will begin September 2010.Job Placement and Business Plan
Developmentwill follow the training sessions after competencies have been measured.
BHI has partnered with Big Brothers & Big Sisters –School to Work Program.
(BBBS) School to Work Program
The purpose of the Big Brothers & Big Sister's is to
address the crisis that exists for at-risk high school students in South Florida as they make
School to Work
the transition from school to full-time employment. prepares these students
for the world of work by matching them with mentors who can expose them to workplace
practices, career paths, and office technologies, while at the same time providing support
and motivation as these students strive to improve their academic and social performance.
BHI hospitality work partners include the DoubletreeGrand Hotel Biscayne Bayand
Hospitality School to Work Component.
Hilton Bentley Miami to initiate the
6
Mentorship Program
The BHI Mentoring Program enables students to establish business relationships with
successful visitor industry professionals. Mentors share their time, experience and
knowledge with BHI students.Mentoring complements academic training and provides
fresh, contemporary career perspectives for students.Eleven(11) students participated in
BHIMentoring Program.
Internship Program
The BHI Hospitality Internship Program seeks to develop a mutually beneficial
relationship with hospitality industry professionals desirous of sponsoring student interns.
Internship is a period of service for a student in a professional field to gain supervised
practical experience. There is significant value to be gained for student and employer in
completing an internship. The BHI Internship Program has three areasof focus; 1)a
student must have strong work ethic and an equally strong desire to work and advance in
the hospitality industry.2)astudent must be a graduating high school seniorand 3)
hospitality industry partners provide work experienced and professional mentoring and
professional work placement and /or referral after graduation.Six (6)students
participated in BHI Internship Program.
Job Connections
Career Coaching Opportunitiesare designed to support upward mobility for clients who
want to participate in the visitor industry.Thelocal visitor industry employer’s advise the
Black Hospitality Initiativeof employment opportunities.The Black Hospitality
Initiative JOB Leaderannounces open positions available in the visitor industry. Black
Hospitality Initiativeclients and stakeholders receive this invaluable jobs bulletin. The
Black Hospitality Initiative also provides career counseling and job placement assistance.
Partnerships with local visitor industry employers, educational institutions and
professional associations enable the Black Hospitality Initiative to help its clients set and
reach their career goals.Career development workshops are available to assist with
successful transitions and placement. Approximatelyseventy (70)students participated in
the mini Job Fair heldat the Doral Golf Resort July2010.
7
Fiscal Year 2010-2011Goals and Objectives:
Increase funding by$150,000.00 for programs and operation
Launch a new website to reflect BHI’snew mission and branding
Expand program outreach to fivenew schools
Expand program outreach to twonew communities
Re-design theBoard of Directors structure
Expand marketing and outreach county-wide
Establish anew collaborative with 10 new partners to promote BHI programs
8