Agenda Item Name:
Title
Request to Approve Recommended Cooperative Billboard Advertising Program Funding Award
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Presenter:
Jessica Hurov
Description:
Request to approve Cooperative Billboard Advertising Campaign Funding for Spurrier’s Gridiron Grille and Authorize Staff to Issue Corresponding Purchase Order
Recommended Action:
Recommended Action
Approve the Cooperative Billboard Advertising Campaign funding award as recommended by the Tourist Development Council. Authorize staff to issue a Purchase Order to the grantee with awarded funding to be payable on a reimbursement basis and approve the extension of the funding into FY22.
Make the legislative factual determination that the billboards recommended for funding have as one of their main purposes the attraction of tourists as evidenced by the promotion of the event to tourists as set forth in their respective applications, and that each billboard is primarily related to the advancement and promotion of tourism.
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Prior Board Motions:
On December 8, 2020 the Board of County Commissioners approved the Cooperative Billboard Advertising Campaign Program application.
Fiscal Consideration:
Fiscal Consideration
Total funding is $15,000.00 for 2 billboards to advertise Spurrier’s Gridiron Grille. Sufficient budget exists in the Tourist Development Fund, Account 005.45.4530.552.82.63
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Background:
On July 14, 2021, the Tourist Development Council met and reviewed the Spurrier’s Gridiron Grille billboard advertising campaign submittal, resulting in the recommended funding award. Spurrier’s Gridiron Grille celebrates Gator Football’s legacy of success while offering an elevated American-casual dining atmosphere and a rare Gainesville rooftop bar named ‘Visors’ overlooking the Celebration Pointe Promenade and outdoor entertainment venue. Spurrier’s Gridiron Grille is set to be the 9th largest restaurant in the state of Florida and will attract visitors to view the memorabilia museum area, including Steve Spurrier’s 1966 Heisman Trophy.
Billboard advertising is one of the most economical cost-per-impression (CPI) and is the top out-of-home (OOH) of all advertising methodologies. According to Nielsen research, 85% of viewers engage with billboard advertisements.
Alachua County has travelers off I-75 occupying hotel rooms for last-minute transient stays, leisure trips from drive-in markets, and consumer cultural, outdoor, and nature-based tourism. The 2 billboards recommended for this program will provide maximum visibility and impact, build brand and destination awareness, deliver a high reach and frequency over an extended period of time, and assist in creating a leading presence in the regional trade area.
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