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Grossman Campaign Presentation

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  • Ellie Bland, on a vacation from England. While holding her great-uncle’s hand dated into the path of an oncoming car Aiden Patrick, also age 4, from Florida. Ran in front of this pick up truck. Since 2005, 41 people have been injured in vehicle-beachgoer collisions. Children are at especially high risk, with over one-third of those struck age ten or younger. The Daytona Beach News-Journal Special Reports: Beach Driving
  • 628 new warning signs installed New communications campaign, “Drive safe, Play safe” Brochure, radio and television PSA announcements Hired a transportation consultant to review options
  • 628 new warning signs installed New communications campaign, “Drive safe, Play safe” Brochure, radio and television PSA announcements Hired a transportation consultant to review options
  • Some residents believe that beach driving is essential to the appeal of Daytona. A 2001 resident survey on beach driving was “indecisive” because it was “nearly evenly split” between proponents and detractors.
  • Over 900,000 Floridians are directly employed by tourism and the statewide revenue is measured by the tens of billions of dollars. In 2009, tourism spending generated $60.9 billion dollars across the state.
  • A 2001 resident survey on beach driving was “indecisive” because it was “nearly evenly split” between proponents and detractors. $1.8+ million annual revenue is collected from beach tolls. Since 2005, 41 people have been injured in vehicle-beachgoer collisions. children are at high risk, with over one-third of those struck age ten or younger. Volusia County is protected from major lawsuit under the legal doctrine of sovereign immunity . Estimated costs associated with maintaining beach driving are $11-13 million annually, against $2 million revenue in beach tolls. Expenditures associated with beach driving—e.g., extra signage, extra beach patrols, extra public safety campaigns, etc. estimated at $11-13 million dollars per year. Alternatives to beach parking must be provided according to the County Charter. Associated costs might include purchasing adjacent land, building parking lots or parking structures, providing shuttles, etc.
  • Domestic travelers account for over 90% of the tourism market. Between 2000 and 2008, the number of international tourists ranged from four to six million people annually, accounting for 6.2% of total visitors in 2007. primarily from Great Britain, South America, Canada, Germany Formative Research: to understand perceptions, fears, and motivations; variables to consider include age, income, age of children, prior visit, awareness of risk Spokesperson: Expert on risk and safety Recognized as family/child advocate Associated with adventure Internationally recognized Key influencers - travel agents, travel guides, magazines, websites
  • September
  • September
  • 13 News, Nov 20, 2010

Grossman Campaign Presentation Grossman Campaign Presentation Presentation Transcript

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  • 10 mph speed limit Drive in designated lanes Park in designated areas Do not drive at night Do not sit/lie in traffic lane Do not throw Frisbees, balls
  • Pickup runs over, kills 4-year-old on Central Florida Beach Tourists horrified by beach death; charges pending
  • Action in Response
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  • “ ...going to the beach was a personal choice and if someone did not like the way a beach was run, they could go elsewhere.” “ ...the County’s first duty was to the community in the form of making the beach a safer place.  She wanted cars taken off the beach by the next day.” “ ... using non-obtrusive barricades tied together with high-visibility rope on the bathing side of the traffic lanes near the mean high water line.”
  • Range of Stakeholders...
    • Tourists/Non-Residents
    • Volusia County Council
    • Public Safety/Law Enforcement
    • Local Business Sector
    • Local Residents
    • Cultural impact
    • Social impact
    • Revenue loss
    • Legal impact
    • Environmental impact
    • Cost to change
    ... Range of Concerns
  • Maintain Beach Driving End Beach Driving Benefits Support local tradition and values. Uphold local government law. Generate revenue. Provides parking. High cost of alternatives . Prevent unnecessary injury and loss of life. Reclaim Volusia as a safe place to enjoy a beach vacation with children . Reduce costs. Protect the coastal environment. Risks Risk to public safety . Legal liability . High operational costs. Negative environmental impacts. Lose historic identity. Political fallout. Incur operational costs.  
  • Looking Ahead: Assumptions
    • Beach driving likely to continue in the short term.
    • Beach driving has inherent risks.
    • Future accidents likely.
    • Tourists and non-residents at increased risk.
  • Additional Actions Recommended
    • Expand care communications campaign to regional, national, international audiences
    • German, Spanish, Portuguese, French
    • Formative research, monitoring
    • Consider new spokesperson
    • Identify, reach key influencers for individual and group travel
    • Increase visibility in hotels, airport, car rental agencies
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