The document provides an overview of occupancy rates, room revenue, and tourism tax (TDT) collection for the St. Pete/Clearwater area from 2019 to the present. It shows occupancy increasing from 2020 to 2021 as the pandemic subsided. Room revenue declined sharply in early 2020 but has since recovered. TDT collection, which funds the visitor bureau, was down in 2020 but has increased in 2021 approaching pre-pandemic levels. The document also outlines the visitor bureau's proposed budget and areas of focus for fiscal year 2022, prioritizing essential programs and using data to guide decisions.

1. VISIT ST. PETE/CLEARWATER
UPDATE
1

2. OCCUPANCY CHANGE (JANUARY 2019 TO PRESENT)
86.6
88.3 86.8
52.9
20.2
66.7
84.6
0
10
20
30
40
50
60
70
80
90
100
Jan FebMar AprMa
y
Jun Jul Au
g
Sep OctNovDec Jan FebMar AprMa
y
Jun Jul Au
g
Sep OctNovDec Jan FebMar Apr
2019 2020 2021

3. ROOM REVENUE CHANGE (JAN. 2020 TO MAR. 15)
-100.0
-50.0
0.0
50.0
100.0
150.0
200.0
1 9 1725 2 101826 5 132129 6 142230 8 1624 1 9 1725 3 111927 4 122028 5 132129 7 152331 8 1624 2 101826 3 111927 4 122028 8 1624
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2020 2021
Labor
Day
Spring
Break
New
Year’s
Super
Bowl
LV
Beache
s Close
Beaches
Re-Open

4. OCCUPANCY CHANGE (MARCH 2019 VS. MARCH 2021)
75.0
97.1
64.1
97.0
50
55
60
65
70
75
80
85
90
95
100

5. TDT BY MONTH (FY 17 TO PRESENT)
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
$10,000,000
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
2017 2018 2019 2020 2021

6. FY 22
EXPENSE
DISCUSSION

7. VSPC Expense Recap by Department
7
Expense
Area
FY22 Operating
Budget
FY21 Operating
Budget
FY20 Operating
Actuals
Operations $ 2,527,780 $ 2,712,970 $ 2,710,691
Promotions $ 28,520,490 $ 29,383,090 $ 20,499,993
Personnel $ 5,605,110 $ 5,426,160 $ 4,741,721
Grand Total $ 36,653,380 $ 37,522,220 $ 27,952,406

8. VSPC Expense Recap by Department
8
Department FY22 Requested
Advertising & Promotions $14,502,000
Digital & Communications $6,634,000
Meetings & Conventions $1,776,950
Sports & Events $1,059,500
Film Commission $1,031,200
Community & Brand Engagement $304,500
Latin America Sales $285,000
Leisure Travel $282,500
Executive Sales $37,900

9. VSPC Expense Recap by Department
9
Department
FY22
Request
FY19
Actuals
FY20
Actuals
FY21
Budget
FY21
Estimate
Advertising & Promotions $14,502,000 $14,786,437 $11,363,615 $14,110,500 $13,835,500
Digital & Communications $6,634,000 $4,995,463 $4,308,927 $6,943,300 $6,913,750
Meetings & Conventions $1,776,950 $2,009,216 $1,056,317 $2,221,700 $1,319,350
Sports & Events $1,059,500 $1,047,521 $333,271 $1,101,700 $777,600
Film Commission $1,031,200 $811,930 $857,899 $1,643,900 $1,172,000
Community & Brand $304,500 $0 $104,279 $281,500 $148,500
Latin America Sales $285,000 $542,367 $136,602 $300,600 $250,700
Leisure Travel $282,500 $291,670 $181,469 $299,300 $149,500
Executive Sales $37,900 $50,253 $23,895 $59,880 $29,000
$25,917,300 $24,534,858 $18,366,275 $26,966,210 $24,597,200

10. FY 2022 AREAS OF FOCUS
10
 Focus on Essential Programs with a High ROI/High Value
o Visitor Spending, TDT Generation, Room Nights, Stakeholder
Value/Participation
 Use Data to Drive Business Decisions and be quick to react
to marketplace changes
 Produce a Strategic Plan with Key Success Metrics
 Drive Increased Value for Industry/Community Partners
 Be the Storyteller, both internal & external
 Emphasis on Service to Increase Business
 Intentional collaboration with internal/external stakeholders
and partners

11. Department Budget Overview
11
 Advertising & Promotions – Katie Bridges, Senior Advertising
Manager
 Digital & Communications – Leroy Bridges, VP, Digital &
Communications
 Meetings & Conventions – Suzanne Hackman, VP, Business
Development
 Sports & Events - Craig Campbell, Interim Director
 Community & Brand Engagement – Craig Campbell, Director
 Film Commission – Tony Armer, Film Commissioner
 Latin America – Andrea Gabel, Senior Sales Manager, Brazil
 Leisure Travel – Rosemarie Payne, Director
 International Marketing – Steve Hayes, President & CEO
 Decision Package – Steve Hayes, President & CEO