VSPC Marketing & Research Presentation

VISIT ST. PETE/CLEARWATER WEBINAR:
RESEARCH AND MARKETING
June 11, 2020

AGENDA
• COVID-19 Update and Efforts
• Consumer Sentiment Study
• Recovery Media Plan
• Recovery Creative

STR
Running 28 Day Averages
OCC (%) ADR ($) RevPAR ($)
U.S. 35.8% $81.96 $29.36
St. Pete/Clearwater 47.1% $121.97 $57.39
Miami 29.5% $85.61 $25.28
Orlando 22.6% $69.91 $15.83

VSPC.INFO
• Almost 200K pageviews since launch
• What's Open & What's Not
• Visiting Responsibly
• Sunshine Steward Video Series
• Brighter Days Ahead Sweepstakes
• Highlighting Partner Efforts for Safety
• Outdoors content

METHODOLOGY
•THIS STUDY WAS CONDUCTED AS AN ONLINE SURVEY.
• Sample was sourced via Amazon Mechanical Turk, the largest global crowdsourcing
platform for social science research.
•IN-STATE RESPONDENTS WERE SCREENED TO FIT THE FOLLOWING CRITERIA:
• Age 21+
• Aware of St. Petersburg/Clearwater
• Resident of Orlando, Tampa, Miami, Ft. Myers-Naples, Jacksonville, or West Palm
Beach DMAs
•OUT OF STATE RESPONDENTS WERE SCREENED TO FIT THE FOLLOWING CRITERIA:
• Age 21+
• Aware of St. Petersburg/Clearwater
• Household travel destination decision maker
• Interested in visiting Florida
• Resident of Ohio, Indiana, Atlanta DMA, or Philadelphia DMA
•FIELDING TOOK PLACE BETWEEN MAY 4TH, 2020 AND MAY 14TH, 2020.
•A TOTAL OF 1,390 INDIVIDUALS COMPLETED THE SURVEY.
Markets (n=1,390)
In-State
Orlando-Daytona Beach-Melbourne (n=200)
Tampa-St. Pete (Sarasota) (n=200)
Miami-Ft. Lauderdale (n=191)
Jacksonville (n=95)
Ft. Myers-Naples (n=54)
West Palm Beach-Ft. Pierce (n=63)
Out of State
Atlanta (n=200)
Philadelphia (n=187)
Midwest (Indiana/Ohio) (n=200)

36.8%
40.6%
14.4%
4.1%
1.6% 2.5%
26.7%
44.5%
22.1%
3.3%
0.9% 2.4%
0%
10%
20%
30%
40%
50%
Very favorable Somewhat favorable Neutral Somewhat unfavorable Very unfavorable I know nothing about St.
Petersburg/Clearwater
Opinion of St. Pete/Clearwater Pre-Pandemic
Florida Residents
n = 803
Out of State Travelers
n = 587
Florida Residents: 77.5%
Out of State Travelers: 71.2%
OVER 7 IN 10 TRAVELERS HAD A FAVORABLE OPINION OF ST. PETE/CLEARWATER BEFORE
THE PANDEMIC.
Q6. Thinking back to before the COVID-19 pandemic, how would you have described your opinion of St. Petersburg/Clearwater as a vacation destination?

22.0%
38.5%
20.8%
11.0%
6.2%
1.5%
18.2%
44.1%
23.4%
7.9%
3.8% 2.6%
0%
10%
20%
30%
40%
50%
Very favorable Somewhat favorable Neutral Somewhat unfavorable Very unfavorable I know nothing about St.
Petersburg/Clearwater
Current Opinion of St. Pete/Clearwater
Florida Residents
n = 803
n = 587
SIGNIFICANTLY FEWER HAVE FAVORABLE CURRENT OPINIONS OF THE DESTINATION.
Q7. And thinking about how you feel right now, how would you describe your opinion of St. Petersburg/Clearwater as a vacation destination? Even if you
have never been there, please answer based on anything you may have read or heard.
Opinion moved from 78% to 61% among Florida residents, and from 71% to 63% among out of state travelers. Older residents and
travelers are more likely to have a favorable opinion of St. Pete/Clearwater currently.

TAMPA, ORLANDO, AND SOUTH FLORIDA RATE THEIR OPINIONS OF THE DESTINATION AS
SIGNIFICANTLY LESS FAVORABLE COMPARED TO PRE-PANDEMIC.
Q6. Thinking back to before the COVID-19 pandemic, how would you have described your opinion of St. Petersburg/Clearwater as a vacation destination?
Q7. And thinking about how you feel right now, how would you describe your opinion of St. Petersburg/Clearwater as a vacation destination? Even if you
have never been there, please answer based on anything you may have read or heard.
88.0%
83.1%
67.7% 65.0%
73.4% 69.9% 70.6%
66.6% 64.7%
52.7%
59.8%
68.9%
57.4% 60.8%
0%
20%
40%
60%
80%
100%
Tampa
(n=200)
Orlando
(n=200)
South Florida (Miami/West
Palm Beach)
(n=254)
Jacksonville
(n=95)
Atlanta
(n=200)
Philadelphia
(n=187)
Midwest (Indiana/Ohio)
(n=200)
Opinion of St. Pete/Clearwater Pre-Pandemic vs. Post-Pandemic
Favorable Opinion Pre-Pandemic Current Favorable Opinion
Out-of-state markets have seen a less significant drop in opinion.

MANY SAY THAT THE DESTINATION HAD THE ABILITY TO REDUCE THE SPREAD
OF C-19 AND RESPONDED APPROPRIATELY.
Q24. In your opinion, what role did St. Petersburg/Clearwater play in the spread of COVID-19 and how did it respond to the COVID-19 pandemic?
50.4%
23.2%
18.3%
8.1%
43.2%
28.2%
16.3%
12.4%
0% 10% 20% 30% 40% 50% 60%
Had the capability to reduce the spread of COVID-19 and responded appropriately
Had the capability to reduce the spread of COVID-19 but responded poorly
Did not have the capability to reduce the spread of COVID-19 but responded
appropriately
Did not have the capability to reduce the spread of COVID-19 but responded poorly
Evaluation of St. Pete/Clearwater’s Response to the Pandemic
Florida Residents (n=803) Out of State Travelers (n=587)
There are much larger decreases in destination favorability among those who say the destination responded poorly.

45.0%
28.3%
12.8%
8.7% 5.1%
31.6%
45.5%
16.4%
5.5%
1.0%
0%
20%
40%
60%
Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely
Likelihood to Take a Trip to/within Florida Post-Pandemic
Florida Residents
n = 803
n = 587
LIKELIHOOD TO TRAVEL TO/WITHIN FLORIDA IS STRONG POST-PANDEMIC: WITH
OVER 7 IN 10 SAYING THEY ARE LIKELY TO VISIT.
Q11. After the COVID-19 travel restrictions are lifted, how likely are you to take a trip to/within Florida?

19.5%
33.7%
23.1%
14.2%
9.5%
12.1%
36.9%
33.1%
13.6%
4.3%
0%
20%
40%
Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely
Likelihood to Take a Trip to St. Pete/Clearwater Post-Pandemic
Florida Residents
n = 803
n = 587
INTENT TO VISIT ST. PETE/CLEARWATER IS SIMILAR FOR IN-STATE AND OUT OF
STATE TRAVELERS: NEARLY 5 IN 10 LIKELY TO VISIT.
18Q12. After the COVID-19 travel restrictions are lifted, how likely are you to take a trip to St. Petersburg/Clearwater?
Tampa has the highest likelihood to visit St. Pete/Clearwater, 66% of residents are very or somewhat likely to visit. .

30.4%
17.3%
16.2%
11.1%
9.9%
7.3%
3.0%
2.0%
1.4%
1.3%
0.0%
15.0%
15.3%
41.9%
10.8%
5.5%
0.9%
1.9%
1.0%
1.8%
0.0%
5.9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I am concerned about being exposed to COVID-19 if I travel in general
I am simply not interested in taking a trip to St. Petersburg/Clearwater
I am interested in taking a trip to a different destination
I am concerned about being exposed to COVID-19 if I travel to St. Petersburg/Clearwater
I do not feel I will be able to afford to travel in general
I am simply not interested in traveling when travel restrictions are lifted
I do not have the time off of work to take a vacation
I do not feel I will be able to afford to travel to St. Petersburg/Clearwater
Other single mentions
Other/specify: I live in Florida
Other/specify: I'm interested in visiting a different destination within Florida
Reason They are Unlikely to Visit St. Pete/Clearwater
FLORIDA RESIDENTS' TOP REASON FOR NOT VISITING IS CONCERNED ABOUT
EXPOSURE TO COVID-19.
(ASK OF THOSE WHO SAY THEY ARE UNLIKELY TO VISIT ST. PETE/CLEARWATER) Q13. Why do you say you are unlikely to visit St. Petersburg/Clearwater after the travel
restrictions are lifted? Please choose one answer that best describes why you are unlikely to visit.
NET: COVID-19 Concerns
NET: Interested in Another Destination
For out of state travelers, the top reason is that they are interested in another destination.

MOST WHO INTEND TO VISIT, PLAN TO IN 2020. ABOUT 4 IN 10 FLORIDA
RESIDENTS WOULD VISIT THIS SUMMER.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q15. During which month would you travel to St. Petersburg/Clearwater?
5.3%
9.8%
17.2% 16.3% 16.8%
12.2%
4.2% 5.3%
12.5%
2.9%
4.5%
12.3%
15.9% 15.2%
7.8%
6.6%
8.5%
26.3%
0%
10%
20%
30%
May June July August September October November December Sometime in
2021
Month They Would Travel to St. Pete/Clearwater
Out of state travelers with children
are more likely to come during the
summer compared to those
without children (37.6% vs. 25.5%)
Around one-third of both groups say they would visit in the fall.

FLORIDA RESIDENTS AND OUT OF STATE TRAVELERS WHO HAVE CHILDREN ARE
MORE LIKELY TO VISIT ST. PETE/CLEARWATER.
Q12. After the COVID-19 travel restrictions are lifted, how likely are you to take a trip to St. Petersburg/Clearwater?
60.1% 58.2%
49.0%
39.7%
0%
20%
40%
60%
80%
100%
In-State Residents Out of State Travelers
Likely to Visit St. Pete/Clearwater
Parents Non-Parents
They are also more likely to say they would spend more in St. Pete/Clearwater than they would have before the pandemic compared to those without
children.

MOST FLORIDA RESIDENTS AND OUT OF STATE TRAVELERS SAY THEY WOULD VISIT ST. PETE/CLEARWATER
WITH THEIR SPOUSE/ SIGNIFICANT OTHER.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q16. With whom would you travel to St. Petersburg/Clearwater? Please select all that apply.
67.3%
32.3%
23.3%
18.5%
7.7%
3.0%
66.0%
42.4%
20.6%
21.1%
4.2%
5.3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
A spouse or significant other
Your own children
Friends or acquaintances
Other family
Solo/on my own
Co-workers or colleagues
Who They Would Travel With to St. Pete/Clearwater

NEARLY ALL FLORIDA RESIDENTS WOULD DRIVE TO ST. PETE/CLEARWATER, WHILE 4 IN 10 OUT OF STATE
TRAVELERS WOULD FLY.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q18. What would be your primary method of travel to St. Petersburg/Clearwater?
94.3%
4.7%
0.4%
0.5%
56.8%
43.2%
0.0%
0.0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Car
Plane
Other/specify: Bus
Primary Mode of Transportation to St. Pete/Clearwater

26.6%
9.3%
52.3%
6.9%
2.4%
2.5%
2.2%
8.2%
41.0%
30.1%
16.1%
2.5%
0% 10% 20% 30% 40% 50% 60%
I would take a day trip
1 night
2-3 nights
4-5 nights
6-7 nights
8 nights or more
Length of Stay in St. Pete/Clearwater
WEEKEND TRIPS WILL BE LIKELY, PARTICULARLY FOR IN-STATE TRAVELERS. OUT OF STATE TRAVELERS ARE
MUCH MORE LIKELY TO STAY 4+ NIGHTS.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q17. How many nights would you spend in St. Petersburg/Clearwater?

JUST UNDER HALF OF FLORIDA RESIDENTS AND HALF OF OUT OF STATE
TRAVELERS WOULD STAY IN A HOTEL.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q19. What would be your preferred type of accommodations for your trip to St. Petersburg/Clearwater?
45.2%
19.2%
17.1%
0.5%
0.8%
17.2%
50.2%
35.4%
14.4%
0.0%
0.0%
0.0%
0% 10% 20% 30% 40% 50% 60%
A hotel, motel, or inn
A vacation rental (Airbnb, VRBO, etc.)
Friend’s or family’s home
Other/specify: My own home in St. Petersburg/Clearwater
I won’t stay overnight
Preferred Accommodations for Trip to St. Pete/Clearwater
Out of state travelers are more likely to say they would stay in a vacation rental compared to Florida residents, while Florida residents are more likely to
say they won’t stay overnight.

BEACHES ARE THE TOP ACTIVITY OF INTEREST. OTHERS INCLUDE RESTAURANTS, PARKS/NATURE,
SHOPPING, AND OUTDOOR RECREATION.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q21 Which activities would you be most interested in while on your trip to St.
Petersburg/Clearwater? Please select up to four.
68.9%
52.2%
36.8%
33.7%
26.1%
22.5%
20.5%
19.2%
18.9%
17.1%
14.9%
10.8%
1.9%
0.7%
0.5%
69.2%
50.6%
37.2%
36.3%
24.0%
20.8%
24.5%
17.0%
19.1%
15.5%
10.9%
12.9%
2.8%
1.1%
0.4%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Beaches
Restaurants
Parks/nature
Shopping
Outdoor recreation (golfing, fishing, biking, etc.)
The aquarium
Boating/water sports
Museums
Bars/nightlife
Arts and culture
Craft breweries
A special event
Volunteer or service experience
Other/specify: Visiting friends/family
St. Pete/Clearwater Activities They Are Most Interested In

MOST SAFETY PROCEDURES ARE EXPECTED, ESPECIALLY HAND SANITIZER BEING PROVIDED AND BUSINESSES
INCREASING SANITATION PROCEDURES.
(OF THOSE LIKELY TO VISIT ST. PETE/CLEARWATER) Q22. Which, if any, of the following safety measures would you expect to be in place while on
your trip to St. Petersburg/Clearwater? Please select all that apply.
76.1%
69.8%
60.5%
59.4%
51.7%
42.3%
35.3%
4.1%
0.7%
69.8%
63.3%
56.1%
52.5%
50.4%
41.9%
44.5%
3.5%
0.6%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Hand sanitizer being provided at the entrances of all businesses/public places
Businesses (restaurants, attractions, hotels, etc.) increasing sanitation procedures
Businesses (restaurants, attractions, hotels, etc.) limiting occupancy
Public spaces (beaches, parks, etc.) limiting occupancy
Masks being required for hospitality workers
Masks being required for visitors/residents in public
Major attractions conducting temperature checks upon entrance
None of these
Other (specify):
Expected Safety Measures in St. Pete/Clearwater

OBJECTIVES
Visitation
Overnight visitation to
St. Pete/Clearwater
Incentivize
Target prospective visitors
with product orientated
messaging
Awareness
Position VSPC as a desirable
leisure travel destination

REBOUND RECOVERY NEW NORMAL
Activate intent-based
media channels
Expand to additional
targeting digital tactics +
top funnel awareness
tactics with recovery
focused creative
messaging
Launch new campaigns
and creative and actively
deploy new site content
that actively promotes
travel post C-19
TRAVEL RESTRICTED RESTRICTIONS EASE UNRESTRICTED TRAVEL
3-PHASE APPROACH

o Because audiences will react to varying degrees to the current situation, audience segments as we currently define
them will also need to adapt
o There are travel segments that make less sense and ones that present opportunity
VSPC Target Audience
Adjustments
o Reach audience purely showing travel intent to Florida – past & current
o Segments that are relatively less vulnerable
o Younger skewing demo—ages 25-55
o Audiences currently working from home based on location data
o Focus on drive markets
MEDIA STRATEGY AUDIENCE ADJUSTMENTS

MEDIA MIX
Awareness
Travel Intent & Action
Inspirational/
Awareness Driving
Trip Planning & Booking
Radio, Print/Direct Mail, OOH,
Marketing Partnerships Broad Awareness
Social Media, Promoted Video, C-TV,
Promotions, Media Activations, Site
Direct Display, Prospecting
Radio, Print, OOH,
Social Media, Programmatic
Video/Display, Re-targeting
Paid Search
Sight & Sound
Impactful Reinforcement
Highly Targeted
Leverages Intent
Invites Engagement

DIRECT MAIL
DESTINATION MAGAZINE
650,000 Total Distribution
OUT-OF-STATE
• New York Times (Sunday FSI Program)
• Atlanta, Boston, Chicago, Cincinnati/Dayton,
Cleveland/Akron, Columbus, Detroit/Toledo, Indy,
Minneapolis/St Paul, Philly, Pittsburgh, Wash DC
• May 17, 2020
• Atlanta Journal-Constitution
• May 17, 2020

DIRECT MAIL
DESTINATION MAGAZINE
IN-STATE
• The Villages: Daily News
• Fort Myers-News Press
• Palm Beach Post
• Gainesville Sun
• New York Times
• Orlando, Sarasota, West Palm Beach, Miami/Ft Lauderdale,
Fort Myers-Naples, Gainesville/Ocala
• Orlando Sentinel
• Tampa Bay Times
• Sarasota Herald Tribune
• Jacksonville Times-Union
• Miami Herald
• Fort Lauderdale Sun Sentinel
May / June 2020 Distribution

PHASE ONE – 20+M IMPRESSIONS FOR DISPLAY ALONE
• SEM Launched in May
• Programmatic launching next week
TARGETS
• Real-time searchers, travel intenders and past visitors
• Focus on drive markets (FL + GA) primarily, but out-of-state
as well since engagement is strong
• Initial campaign focus on Beaches and Outdoors
MEDIA
• Paid Search
• Paid Social
• Programmatic Display, Native, and Pre-Roll with
Sojern & Conversant
• TravelZoo Sponsored Article
In partnership with:
The Florida Beach Escape where Old + New = Epic
DIGITAL MEDIA

PHASE TWO – 26+M IMPRESSIONS
• Expanding to higher-funnel channels, tactics & audiences
• Launches in June
MEDIA & TARGETS
• Connected TV targeting top drive DMAs
• Custom Content Partnerships with Premium Digital Travel
Publishers and Websites
• TripAdvisor Curated Trips
• AFAR Travel Guide
• Travel + Leisure Sponsored Article
• Lonely Planet Sponsored Article
• Co-Op media, including custom emails and display
• New York Times Great Getaways, Boston Globe Traveler,
Travel Spike
• Expedia, TripAdvisor, Sojern
• Display, Pre-Roll and Native with Tried-and-True Partners
• Programmatic: MiQ, JunGroup, Storygize
• Direct: New York Times, Orlando Sentinel
DIGITAL MEDIA

PHASE THREE – TRAVELZOO CUSTOM SPONSORSHIP
34+M IMPRESSIONS
• Custom partnership with Travelzoo intended to create demand
for travel to St. Pete/Clearwater and drive incremental hotel
bookings
• Launches in July
PROGRAM INCLUSIONS
• Sponsored stories to build awareness/consideration
• Featured Destination page with tactical offers to activate
demand and drive bookings
• Promotional drivers including emails, homepage placement,
CPC ads, and social media
• VSPC to cover hotel commissions up to $80K
In partnership with:
DIGITAL MEDIA

CORE MARKETS
• Orlando
• Miami/Ft Lauderdale
• Tampa
• West Palm Beach
• Jacksonville
• Fort Myers-Naples
• Atlanta
TIMING
• 11-weeks
• 7/13/20-9/27/20
BROADCAST MEDIA
RADIO CAMPAIGN
Impressions
48.8MM
HIGH INDEXING FORMATS
• Adult Contemporary, Adult Hits, News Talk,
Alternative, CHR, Sports
Supported with value added promotions

BENEFITS OF SPONSORSHIP AND PROMOTIONS:
• Forge a strong connection to the brand
• Original influencers
• Extends the media budget
• Reach consumers strategically
BROADCAST MEDIA
RADIO PROMOTIONS

BROADCAST MEDIA
WESH (NBC) – ORLANDO
ANNUAL PARTNERSHIP
88.9MM impressions
9/1/19-8/31/20
TELEVISION
• 35 mentions per week
• Live Camera (:10’s)
o NBC Today Show (M-Su)
o WESH 5pm News
o WESH Sunrise (Sa/Su)
• BVK Produced Spots (:15’s)
o WESH Sunrise (M-F)
o WESH 6pm News
o WESH 11pm News
o NBC Today Show (Sa/Su)
DIGITAL
• Streaming – Live Newscast
• Pre & Mid-roll
• 150K impressions/month

OUT-OF-HOME MEDIA
DIGITAL BILLBOARD PROGRAM – SMART BOARD TECHNOLOGY
• Hyper-targeted approach to traditional outdoor –
Locations geotargeted to highest concentration of
people that fit target audience
• Core Markets (network of 8-10 boards/market)
• Orlando
• Miami/Ft Lauderdale
• Tampa
• West Palm Beach
• Jacksonville
• Fort Myers-Naples
• Atlanta
• Smart board technology marries traditional media to
digital
114.1MM total impressions
7/13/20-9/27/20

CAMPAIGN SUMMARY
MAY-SEPTEMBER 2020
SEM
Digital
Direct Mktg
OOH
Broadcast
FOCUSED
FLORIDA & GEORGIA
Over 265.2MM Impressions

KEY INSIGHTS
44
Vacations are what Americans are
missing most during the coronavirus.
8 in 10 are actively dreaming, thinking
about or planning a trip.
This pandemic has been a drain
personally – emotionally, physically,
mentally and financially.
We are seeking to rebuild. Craving to
return to “normal” but also become
better.
Sources: Destination Analyst’s Coronavirus Travel Sentiment Index Report, BVK
Traveler Sentiment Study Wave 3

VSPC is committed to
vibrant days, where
we are more healthy,
happy and full of life.
Vibrancy

BRAND EVOLUTION
46
LIVE AMPLIFIED
A source of energy and brightness, fully alive and
awake.
BRIGHTER DAYS AHEAD
A beacon of optimism, positivity and warmth
during COVID.
RECOVERY
Goal: drive visitation through in-state audiences
seeking escape post COVID.

These past few months we’ve been stuck between the past and the future. And
because of that, it’s been tough for most people to be truly present. To experience
the now. With this campaign, we’ll encourage people to start pulling on the thread
of hope again - and to see where it leads. We’ll remind them that living in the
present is possible again and that St. Pete/Clearwater is the perfect place to
reignite their senses and experience the now.
WELCOME BACK TO NOW

OOH - (imagery has not been retouched)

STRATEGY
Welcome Back to Sunshine: making an emotional
connection with pure goodness, warmth, freedom
and what we all miss when we are cooped up inside.
TONE
Optimistic
Hopeful
Light
MESSAGE
Living in the present - St. Pete/Clearwater is the perfect
place to reignite your senses
DIGITAL DISPLAY: BEACHES

ADDITIONAL AD SIZE EXAMPLE

SHOWCASING THE GREAT OUTDOOR SPACES IN ST. PETE/CLEARWATER
WITH A STRONG NOD TO ACTIVITY & LIFESTYLE
Much like sunshine, fresh air is essential to health and happiness – and a strong emotional “tug” for all of us that
have been cooped indoors.

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