Agenda Item Name:
Title
Request to Approve a Cooperative Billboard Advertising Campaign and Allocate Required Tourist Development Tax Funding
End
Presenter:
Jessica Hurov (352) 374-5260
Description:
The Alachua County Visitors and Convention Bureau Cooperative Billboard Advertising Campaign seeks to amplify the diverse marketing and advertising efforts of hospitality industry partners through the financial support of a billboard campaign with the following objectives:
? Increase visitation to Alachua County in the transient (highway), consumer and leisure sectors;
? Increase the marketing reach and visibility of local tourism and hospitality entities;
? Increase revenue and economic activity for the hospitality sector and support Covid-19 tourism recovery plans.
With multiple exits off I-75, Alachua County is ideally positioned to capitalize on the transient (off-the-highway, last minute) stays. Maximizing this opportunity and increasing visitation and visitor spending through the investment in a coordinated billboard campaign provides an opportunity to support hospitality stakeholders to market Alachua County as the destination of choice for last minute off-the-highway overnight stays, as well as create brand awareness for the County's nature-based and cultural assets through out of home (OOH) billboard marketing campaigns. The cooperative billboard campaign will enable Alachua County tourism businesses and organizations to leverage Tourist Development Tax (TDT) funds via the cost sharing of expenses associated with independently developed marketing campaigns.
It is requested that a legislative factual determination be made that a co-op billboard campaign purchased with revenue from Tourist Development Taxes serves a public purpose and is related to promoting and advertising tourism in Alachua County, and that these efforts spotlight Alachua County as a desirable place to visit by promoting the positive qualities and numerous cultural, artistic, historic,...
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