By Amy V.T. Moriarty
Islander Reporter
A downturn in local tourism in early October may be a blip on the radar — or the beginning of a concerning downward trend.
Anne Wittine of Research Data Services reviewed tourism trends and the impact of the coronavirus pandemic on the local industry during a meeting Oct. 19 of the Manatee County Tourist Development Council at the Bradenton Area Convention Center, 1 Haben Blvd., Palmetto.
The TDC makes recommendations to the Manatee County Board of County Commissioners regarding operations in tourism development and how tourist development tax revenue is spent.
Wittine’s research for August showed Manatee County saw the result of a steady increase in the comfort level of travelers after safer-at-home orders in the spring. he state began phase 1 of its reopening plan in May.
Room occupancy was up 5.7%, with the average daily rate seeing a 1.5% increase from August 2019 to the same month this year.
The number of visitors to the area increased 12.5%, from 46,400 in 2019 to 52,200 in August, according to Wittine’s research.
Additionally, the same comparative period saw an 11.7% increase in room nights, from 109,700 to 122,500, leading to an overall 10.5% increased economic impact.
Wittine called it “a record,” noting “it was the highest August ever.”
Wittine said the bump in numbers for August was mostly from in-state visitors, who spend less and stay for shorter periods.
“Though it’s great that more Floridians visited,” said Wittine, “they come on weekends so hotels still struggle mid-week.”
Still comparing August 2019 to August 2020, Wittine’s research showed a major increase in visitors from Florida, from 19,350 up to 36,380 for an 88% bump.
The sharpest drop in visitor origin was from Canada and Europe, with a 100% decrease.
In the past, the island teemed with British and German visitors, but now there are none due to travel bans.
In a longer-term review, from October 2019 to August 2020, Wittine’s research showed an 11.4% decrease to 630,500 in area visitors from 711,800 for the same period 2018-19.
Similarly, the economic impact decreased 13.8% from $1,006,389,700 in 2018-19 to just $867,630,800.
In an effort to draw tourists, the Bradenton Area Convention and Visitors Bureau, funded with tourist tax dollars, is renewing a pitch to travel reporters and social media influencers.
BACVB director of marketing Kelly Clark wrote in an email to The Islander Oct. 23 that the BACVB had stopped pitching to media with the onset of the pandemic but now will narrow its focus to media within a drive radius.
“We have received a lot of positive responses and are currently planning a few individual visits from local bloggers/influencers between now and end of year,” she wrote.
Another marketing angle the TDC is promoting is “Unwind With Peace of Mind,” a digital campaign aimed at Florida, Georgia, North and South Carolina, Kentucky and Tennessee.
The campaign, paid for with $235,000 from the Coronavirus Aid, Relief and Economic Security grant, will be rolled out in two phases, focusing first on women ages 35-63, empty nest and boomer couples, and households with income of $120,000 or more.
The next group the campaign will target includes women ages 30-64, households with an income of $100,000 or more and families with one or more children.
In other TDC business
- BACVB executive director Elliott Falcione said the area will host the 2021 Under-18 World Baseball Cup.
With 6,200 room nights expected, he estimated the area would see a $6 million economic boost directly related to the championship games.
It’s the first time since 1995 that the championships will be played in the United States, with teams from 12 countries converging for play Sept. 10-21 at Bradenton’s LECOM Field, the Pittsburgh Pirates’ spring training home, and in Sarasota at the Baltimore Orioles’ spring home, Ed Smith Stadium.
The World Baseball and Softball Confederation and USA Baseball conducted regional site visits before awarding Sarasota/Bradenton the bid to host the event, said Falcione.
For marketing the event, the TDC unanimously voted to recommend county commissioners budget $425,000 from the tourist bed tax.
The council also voted to recommend the county commission budget $450,000 for an incentive program designed to entice airlines to add nonstop flights at Sarasota-Bradenton International Airport.
The council recommended most of the spending go to Allegiant Air, which has added 19 new nonstop flights since August.
About the TDC
The TDC includes chairman Misty Servia, vice-chairman Vernon DeSear, Ed Chiles, Eric Cairns, Jack Rynerson, Jiten Patel, Barbara Baker, Bradenton Mayor Wayne Poston and Palmetto Mayor Shirley Groover Bryant.
For more information about the TDC, call Monica Luff at 941-729-9177 or email monica.luff@bacvb.com.