BOARD OF DIRECTORS ANNUAL MEETING

Hyatt Regency Sarasota
Sarasota, FL
Thursday, May 24, 2012
AGENDA
Meeting Called to Order
1. Welcome and Introductory Remarks…………………………………………..……Tony Lapi
Chair
2.

Roll Call ……………………………..……….…………………….…………...Harold Wheeler
Secretary

Old Business
3. Approval of January 19, 2012 Meeting Minutes…….……….....................Harold Wheeler
Annual Business
4. Approval of the 2012/2013 Business/Marketing Plan and Budget.……………...Tony Lapi
5.

Approval of Grants………………..…………………………………………….…….Tony Lapi

6.

Bylaws Taskforce Recommendations.…………………………………...Tammy Gustafson
Treasurer

7.

Review of FY 2011/12………………………………………………………………..Tony Lapi

8.

Approval of President & CEO Contract …………………………………………….Tony Lapi

9.

Election of Officers (Nominating Committee Report)……………………….Glenn Hastings
Chair Elect

10. Appointment of Committees and Chairs for FY 2012/13…………………..Glenn Hastings
New Business
11. Statewide Strategic Plan presentation…………………………………..Katherine Morrison
Department of Economic Opportunity
12. Brand USA presentation…………………………………………………………Chris Perkins
Chief Marketing Officer, Brand USA
Committee/Staff Reports
13. Treasurer/Finance Committee …………………………..……..…………Tammy Gustafson
14. Governmental Affairs…………………….…………...………………..……..……Carol Dover
Vice Chair, Government Relations
15. Marketing Council Steering Committee ...………………………………….….Andrew Hertz
Vice Chair, Marketing
16. Industry Relations Committee ...………………………………….………………John Tomlin
Vice Chair, Industry Relations
17. Visitor Services Committee……………………….…..……………………………..Bill Lupfer
18. President’s Report…………………………………………………………….Chris Thompson
President and CEO
Other Business
19. Audience Q & A
Adjournment

2540 W. Executive Center Circle, Suite 200
Tallahassee, FL 32301
VISIT FLORIDA Board of Directors Meeting Schedule
Hyatt Regency Sarasota
1000 Boulevard of the Arts
Sarasota, FL 34236
(941) 953-1234
Wednesday, May 23, 2012
10 a.m. – 12 p.m.

Finance Committee
Longboat / Lido / Siesta
Audit Committee (immediately following Finance)

12:30 – 1:30 p.m.

Lunch

Ringling

1:30 – 3 p.m.

New Board Member Orientation

Longboat / Lido / Siesta

3 – 4:30 p.m.

Marketing Steering Committee

Longboat / Lido / Siesta

4:30 - 5:30 p.m.

Bylaws Information Session

Longboat / Lido / Siesta

6 – 7:00 p.m.

Welcome Reception

Florida

8 – 9 a.m.

Breakfast Buffet

Ballroom Salons C-D-E

9 a.m. until adjournment

VISIT FLORIDA
Board of Directors Meeting
(includes working lunch)

Ballroom Salons C-D-E

Thursday, May 24, 2012

For further information contact Steven Bonda, CMP at VISIT FLORIDA at 850-205-3856 (office), 850-3459738 (mobile) or email sbonda@VISITFLORIDA.org. Any person requiring special accommodations because
of a disability should contact VISIT FLORIDA at least five days prior to the meeting. Persons who are hearing
or speech impaired can contact VISIT FLORIDA by using the Florida Relay Service at 1-800-955-8770 (Voice)
or 1-800-955-8771 (TDD.)

Mission

To promote travel and drive visitation
to and within Florida

Vision

VISIT FLORIDA establishes Florida as the No. 1
travel destination in the world

Values

Integrity
Excellence
Innovation
Inclusiveness
Welcoming
Fun
Teamwork

Antitrust Statement
The purpose of this meeting today is to act upon matters relating to the business of VISIT
FLORIDA and not to discuss or pursue the business interests of individual companies.
We should proceed with caution and alertness, keeping in mind the requirements and
prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there
should be no discussions or deliberations relating to pricing methods, allocation of territories or
customers, or restraints of trade as to property owners, suppliers or others.
We should not engage in discussions of individual company plans or contemplated activities.
We should concern ourselves only with the business of VISIT FLORIDA as set forth in the agenda
for this meeting.
Conflict of Interest Statement
The following is Article XIV of the VISIT FLORIDA corporate by-laws:
“It is the duty of every member of the Board of Directors who is in any way, directly or indirectly,
interested in a contract or proposed contract with the Corporation to disclose the nature and
extent of such interest and to refrain from voting in respect to the contract or proposed
contract.”
Florida Sunshine Law Requirements
The Sunshine Law requires that meetings to which it applies be noticed, open to the public, and
recorded (minutes are sufficient). The law is intended to make the decision process open to the
public, not just the final decisions themselves.
The Sunshine Law applies to the VISIT FLORIDA Board of Directors. What triggers the
application of the law is any discussion between Board members relating to a Board issue.
Thus, when any two or more members of the Board meet to discuss a matter on which it is
foreseeable that the Board will take action, the law applies.
The law applies to written, electronic (email, chat, etc.), and telephone communication in which
there is an exchange of ideas between the members. A memo from one board member to
another, where there is no opportunity for discussion or feedback, is not a meeting. However,
where there is opportunity for comment between members, a “virtual” meeting occurs. If a

meeting includes some members and some non-members, the presence of at least two Board
members triggers the application of the law.
The penalties for violating the law include removal from office, 60 days in prison, and a $500.00
fine for each violation. Violations are a second degree misdemeanor.
This statement must be brought to the attention of the meeting attendees at the beginning of
each meeting and the acknowledgement must be included in the minutes.

Board of Directors
as of Monday, May 07, 2012

Tony Lapi
Chair
President/CEO
Tween Waters Inn Island Resort
Post Office Box 249
Captiva, FL 33924
Phone: (239) 472-5161 x454
Fax: (239) 472-1828
tlapi@tween-waters.com

Glenn Hastings
Chair-Elect
Executive Director
St. Johns County Tourist Development Council
500 San Sebastian Way
Saint Augustine, FL 32084
UNITED STATES
Phone: (904) 209-4428
Fax: (904) 209-0531
ghastings@sjctdc.com

Carol Dover
Vice Chair of Government Relations
President/Chief Executive Officer
Florida Restaurant and Lodging Association
230 S Adams Street
Tallahassee, FL 32301
Phone: (850) 224-2250
Fax: (850) 224-9211
cdover@frla.org

Andrew Hertz
Vice Chair of Marketing
General Manager
Miami Seaquarium
4400 Rickenbacker Causeway
Key Biscayne, FL 33149-1032
Phone: (305) 365-2533
Fax: (305) 361-6077
megahertz@msq.cc

John Tomlin
Vice Chair of Industry Relations
Chief Operating Officer
The Auto Club Group
1515 N Westshore Boulevard
Tampa, FL 33607
Phone: (813) 289-5921
Fax: (813) 289-1340
jtomlin@aaasouth.com

Ed Fouché
Immediate Past Chair
Senior Vice President, Travel Industry Sales
Disney Destinations
Post Office Box 10020
Orlando, FL 32830-0020
Phone: 407-566-6232
Fax: 407-566-6134
ed.fouche@disney.com

Harold D. Wheeler
Secretary
Director
Florida Keys & Key West Tourist Council
1201 White Street
Suite 102
Key West, FL 33040
Phone: (305) 296-1552
Fax: (305) 296-0788
director@fla-keys.com

Tammy Gustafson
Treasurer
Director - National Sales
Universal Orlando
1000 Universal Studios Plaza
Orlando, FL 32819
Phone: (407) 224-7859
Fax: (407) 224-5601
tammy.gustafson@universalorlando.com

Page 1 of 7

John Perez
Member at Large
General Manager
The Wyvern Hotel
101 East Retta Esplanade
Punta Gorda, FL 33950
Phone: (941) 639-7700
Fax: (941) 639-0100
jperez@thewyvernhotel.com

Walter Banks
Member
President
Lago Mar Resort & Club
1700 S Ocean Lane
Fort Lauderdale, FL 33316
Phone: (954) 523-6511
Fax: (954) 524-6627
walterbanks@lagomar.com

Harvey Campbell
Member
Director of Tourism
Columbia County Tourist Development Council
Post Office Box 1847
Lake City, FL 32056
Phone: (386) 758-1397
Fax: (386) 758-1311
harveyc@isgroup.net

Jeff Castner
Member
General Manager
Jupiter Beach Resort & Spa
5 North A1A
Jupiter, FL 33477
Phone: (561) 746-2511
Fax: (561) 744-1741
jeff.castner@jupiterbeachresort.com

Bobby Cornwell
Member
President & CEO
Florida Association of RV Parks & Campgrounds
1340 Vickers Road
Tallahassee, FL 32303-3041
Phone: (850) 562-7151
Fax: (850) 562-7179
bcornwell@farvc.org

Christine Duffy
Member
President & CEO
Cruise Lines International Association
910 SE 17th Street, Suite 400
Fort Lauderdale, FL 33316
Phone: (754) 224-2200
Fax: (754) 224-2250
cduffy@cruising.org

Maryann Ferenc
Member
Founder, President and Chief Executive Officer
Mise En Place
442 West Kennedy Boulevard
Suite 110
Tampa, FL 33606
Phone: (813) 254-5373
Fax: (813) 254-3392
maryann@miseonline.com

Danny Gaekwad
Member
President
MGM Hotels, LLC
2100 SE 73rd Loop
Ocala, FL 34480
Phone: (352) 351-2866
danny@ndsusallc.com

Stephen Hilliard
Member
Senior Vice President of Operations
The St. Joe Company
133 S WaterSound Parkway
WaterSound, FL 32413
Phone: (850) 231-6408
stephen.hilliard@joe.com

Malinda Horton
Member
Executive Director
Florida Association of Museums
Post Office Box 10951
Tallahassee, FL 32302-3674
Phone: (850) 222-6028
Fax: (850) 222-6112
fam@flamuseums.org

Page 2 of 7

Bill Lupfer
Member
President & CEO
Florida Attractions Association
1114 N Gadsden Street
Tallahassee, FL 32303
Phone: (850) 222-2885
Fax: (850) 222-3970
lupfer@floridaattractions.org

Lino Maldonado
Member
Vice President of Operations
ResortQuest International
546 Mary Esther Cut-Off NW, Ste 3
Fort Walton Beach, FL 32548
Phone: (850) 301-3420
Fax: (850) 243-1393
lino@resortquest.com

Rick McAllister
Member
President and CEO
Florida Retail Federation
227 South Adams Street
Tallahassee, FL 32301
Phone: (850) 222-4082
Fax: (850) 561-6625
rick@frf.org

William Moore
Member
Chief Operating Officer
Kennedy Space Center Visitor Complex
Mail Code: DNPS
Kennedy Space Center, FL 32899-0001
Phone: (321) 449-4444
Fax: (321) 449-4480
wmoore@dncinc.com

Jetse Pottinga, CAM
Member
General Manager
Meliá Orlando Suite Hotel At Celebration
225 Celebration Place
Celebration, FL 34747
Phone: (407) 964-7150
Fax: (407) 964-7001
jetse.pottinga@melia.com

Terry Prather
Member
President
SeaWorld Orlando, Discovery Cove and Aquatica
7007 SeaWorld Drive
Orlando, FL 32821
Phone: (407) 363-2200
terry.prather@seaworld.com

Gene Prescott
Member
President
The Biltmore Hotel
1200 Anastasia Avenue
Coral Gables, FL 33134
Phone: (305) 445-1926
Fax: (305) 913-3155
gprescott@biltmorehotel.com

David W. Reese
Member
President
Florida's First Coast of Golf
415 Pablo Avenue
Suite 102
Jacksonville Beach, FL 32250
Phone: (904) 249-0585
Fax: (904) 249-0254
david@fla-golf.org

Andrew Reiss
Member
Owner
Andrew's Downtown
228 South Adams Street
Tallahassee, FL 32301
Phone: (850) 222-3444
areiss@andrewsdowntown.com

Robert Skrob
Member
Executive Director
Florida Association of Destination Marketing
Organizations
Post Office Box 14629
Tallahassee, FL 32317
Phone: (850) 222-6000
Fax: (850) 222-6002
robert@facvb.org

Page 3 of 7

Thom Stork
Member
President/CEO
The Florida Aquarium
701 Channelside Drive
Tampa, FL 33602
Phone: (813) 273-4060
Fax: 813 273-4160
tstork@flaquarium.org

Grace Villamayor
Member
Vice President, Inbound/Outbound
The Hertz Corporation
8700 W Flagler Street, Suite 400
Miami, FL 33174
Phone: (305) 223-7987 x313
Fax: (305) 228-1726
gvillamayor@hertz.com

Dana Williams
Member
Director of Brand Integration
Southwest Airlines
2702 Love Field Drive
Dallas, TX 75235
Phone: (214) 415-9992
dana.williams@wnco.com

Total Records

31

Page 4 of 7

Exofficio Members
Jean Austin
Exofficio Member
Regional Director of Management
American Express Establishment Services
11319 SW Rockingham Drive
Port Saint Lucie, FL 34987
Phone: (800) 380-4505
Fax: (800) 380-4505
jean.austin@aexp.com

Thomas E. Barnette
Exofficio Member
President/CEO
EA Tours
PO Box 1388
Brooksville, FL 34601
Phone: (352) 799-3876
Fax: (352) 799-8494
thomaseb@bellsouth.net

Ty Christian
Exofficio Member
President/CEO
TRC Consulting Group, LLC
800 Montana Street
Orlando, FL 32803
Phone: (407) 421-6553
Fax: (407) 895-4594
ty@trccg.com

Pamella Dana
Exofficio Member
Owner
Sure Lure Charter Company
200 Gulf Shore Dr #323
Destin, FL 32541
Phone: (850) 556-5798
Fax: (850) 650-3212
pamdana@yahoo.com

Ken Detzner
Exofficio Member
Secretary of State
State of Florida
The Capitol
500 South Bronough Street
Tallahassee, FL 32399-0250
Phone: (850) 245-6500
Fax: (850) 245-6125
ken.detzner@dos.myflorida.com

Donald Forgione
Exofficio Member
Florida Park Service Director
Florida State Parks
3900 Commonwealth Boulevard
Douglas Building, Room 550
Tallahassee, FL 32399-3000
Phone: (850) 245-3029
Fax: (850) 245-3041
donald.forgione@dep.state.fl.us

Jan Gautam, CHA
Exofficio Member
President & CEO
Interessant Hospitality/GI Hotels Group
572 Cressa Circle
Cocoa, FL 32926
UNITED STATES
Phone: (321) 302-1258
Fax: (866) 888-1628
jan@ihrmc.com

Robert Kamm
Exofficio Member
President & CEO
Sandcastles Hotel & Resort
4393 Commons Drive East
Suite 207
Destin, FL 32541
Phone: (850) 543-9598
rtkamm@sandcastlehotels.com

Shari Kerrigan
Exofficio Member
State Film Commissioner
Florida Office of Film & Entertainment, Executive Office
of the Governor
The Capitol
400 S Monroe Street, Suite 2001
Tallahassee, FL 32399
Phone: (850) 410-4765
shari.kerrigan@deo.myflorida.com

Carol McQueen
Exofficio Member
Executive Director
Levy County Visitors Bureau
Post Office Box 1324
Bronson, FL 32621
Phone: (352) 486-3396
Fax: (352) 486-3401
carol@visitnaturecoast.com

Page 5 of 7

Keith Overton, CHA
Exofficio Member
President and Chief Operating Officer
Island Grand - TradeWinds Island Resorts
5600 Gulf Blvd
Saint Petersburg, FL 33710
Phone: (727) 363-2235
Fax: (727) 363-2343
keithoverton@twresort.com

Larry Pendleton
Exofficio Member
President
Florida Sports
2930 Kerry Forest Parkway
Suite 101
Tallahassee, FL 32309
Phone: (850) 488-8347
Fax: (850) 922-0482
lpendleton@flasports.com

Jorge Pesquera
Exofficio Member
President & CEO
Palm Beach County Convention & Visitor Bureau
1555 Palm Beach Lakes Boulevard
Suite 800
West Palm Beach, FL 33401-2373
Phone: (561) 233-3000
Fax: (561) 233-3044
jpesquera@palmbeachfl.com

Abraham Pizam
Exofficio Member
Dean
University of Central Florida Rosen School of Hospitality
Management
9907 Universal Boulevard
Orlando, FL 32819
Phone: (407) 903-8010
Fax: (407) 903-8140
abraham.pizam@ucf.edu

William D. Talbert, III, CDME
Exofficio Member
President/Chief Executive Officer
Greater Miami Convention & Visitors Bureau
701 Brickell Avenue, Suite 2700
Miami, FL 33131
Phone: (305) 539-3040
Fax: (305) 539-3125
talbert@GMCVB.com

Frank Usina
Exofficio Member
President
North Beach Camp Resort
4125 Coastal Highway
Saint Augustine, FL 32084-1496
Phone: (904) 824-1806
Fax: (904) 826-0897
scenic@aug.com

Jack Wert, FCMDE
Exofficio Member
Executive Director
Naples, Marco Island, Everglades Convention & Visitors
Bureau
2800 N Horseshoe Drive
Naples, FL 34104
Phone: (239) 252-2402
Fax: (239) 252-2404
jackwert@colliergov.net

Total Records

17

Page 6 of 7

Honorary Members
Richard Goldman
Honorary Member
Executive Director
Saint Augustine, Ponte Vedra and The Beaches VCB
29 Old Mission Avenue
Saint Augustine, FL 32084
Phone: (904) 829-1711
Fax: (904) 829-6149
rgoldman@FloridasHistoricCoast.com

Nicki E. Grossman
Honorary Member
President/Chief Executive Officer
Greater Fort Lauderdale Convention & Visitors Bureau
100 E Broward Boulevard
Suite 200
Fort Lauderdale, FL 33301
Phone: (954) 767-2453
Fax: (954) 765-4442
ngrossman@broward.org

Peter Guptill
Honorary Member
4958 Anniston Circle
Tampa, FL 33647
peterguptill@aol.com

Jack B. Healan, Jr.
Honorary Member
President
Omni Amelia Island Plantation
1501 Lewis Street
Fernandina Beach, FL 32034
Phone: (904) 261-6161
Fax: (904) 277-5945
jhealan@omnihotels.com

Arthur H. Hertz
Honorary Member
Chairman of the Board & CEO
Miami Seaquarium/Wometco Enterprises
3195 Ponce De Leon Boulevard
Coral Gables, FL 33134
Phone: (305) 529-1403
Fax: (305) 361-6077
arth@wometcoent.com

Donna Ross, CAE
Honorary Member
326 Mistletoe Lane
Sylva, NC 28779
dhross24@gmail.com

Bill Sims
Honorary Member
President
Ripley's Believe It or Not! - Key West
108 Duval Street
Key West, FL 33040
Phone: (407) 716-5600
Fax: (407) 428-1166
bsims1@aol.com

Tom Staed
Honorary Member
Chairman
Staed Family Associates
2001 S Atlantic Avenue
Daytona Beach, FL 32118
Phone: (386) 257-0251
Fax: (386) 257-0251
sfa@atlantic.net

Thomas Waits
Honorary Member
1104 Gardenia Drive
Tallahassee, FL 32312-3006
Phone: (850) 212-3462
Fax: (850) 385-4437
tawaits@mindspring.com

Total Records

9

Page 7 of 7

Boa
ard of Directors
s Meeting
g
Turrnbull Conferen
C
nce Centter, Talla
ahassee
e
Th
hursday, January
J
19, 2012
Minutes
M
Gove
ernor Rick Scott
S
addre
essed the board
b
of dire
ectors and audience m
members.
Mem
mbers of the
e board intro
oduced the
emselves an
nd shared b
brief remarkks with
regard to the im
mportance of
o the Florid
da tourism industry to tthe state.
Meetting Called
d to Order: Chair Lap
pi called the
e meeting to
o order at 9
9:10 a.m.
Chaiir Lapi mad
de announ
ncement off the antitru
ust/conflic
ct of interes
st and
Suns
shine law statements
s
s.
1
1.

Welc
come and Introducto
ory Remark
ks. Chair L
Lapi welcom
med everyo
one and
aske
ed the audie
ence to intro
oduce them
mselves.

2
2.

Roll Call
Boarrd Memberrs in Attendance: Ch
hair Tony La
api (28/29); Harvey Campbell
(5/7); Jeff Castn
ner (1/1); Bobby Cornw
well (26/29)); Carol Dover (22/25)); Danny
Gaek
kwad (1/1); Tammy Gu
ustafson (2
23/24); Glen
nn Hastingss (27/28); A
Andrew
Hertz
z (15/16); Stephen
S
Hilliard (1/1); Malinda Ho
orton (12/21
1); Bill Lupffer (15/16);
Lino Madonado
o (1/1); William Moore (1/1); Jetse
e Pottinga ((1/1); David
d Reese
(11/1
12); Andrew
w Reiss (1/1
1); Robert Skrob
S
(21/2
22); Thom S
Stork (44/46
6); John
Tomlin (7/7); Grrace Villamayor (1/1); Harold Wh
heeler (38/3
38); Dana W
Williams
(1/1).
Boarrd Memberrs with Exc
cused Absence: Waltter Banks (3
33/48); Chrristine Duffyy
(0/1); Maryann Ferenc (0/1
1); Ed Fouc
ché (27/30) ; John Pere
ez (7/9); Te
erry Pratherr
(0/1); Gene Pre
escott (0/1).
Boarrd Memberrs Absent: Rick McAlllister (0/1)..
Ex-o
officio Mem
mbers in Atttendance: Tom Barn
nette (30/48
8); Kurt Bro
owning (1/4));
Pamella Dana (4/5);
(
Don Forgione
F
(5
5/5); Jan Ga
autam (5/5)); Robert Ka
amm (3/5);
Caro
ol McQueen
n (12/14); Keith
K
Overto
on (5/5); La
arry Pendletton (24/33); Jorge
Pesq
quera (6/8); Jack Wertt (27/29).

1

Ex-officio Members with Excused Absence: Jean Austin (34/47); Ty Christian
(15/21); Shari Kerrigan (0/1); Abe Pizam (5/7); Gary Sain (3/8); William Talbert
(8/13); Frank Usina (27/33).
Honorary Members in Attendance: Richard Goldman, Thomas Waits.
Honorary Members with Excused Absence: Nicki Grossman, Peter Guptill;
Jack Healan; Arthur Hertz; Donna Ross; Bill Sims; Tom Staed.
Others in Attendance: Doug Darling, Department of Economic Opportunity;
Newt Collinson, Collinson Media; Virginia Haley, Sarasota CVB; Katherine
Morrison, Department of Economic Opportunity; Nate Huff, Miles Media; Roger
Miles, Miles Media; Matthew Dunn, Ocala Marion County VCB; Martha Falcon,
DDB; Joe Cronin, DDB; Danah Heye, Madden Media; Pat Roberts, FAB; Joey
Wilson, Sapient; Darren McColl, Sapient; Kelly Miller, Tampa Bay & Company;
Steve Hayes, Tampa Bay & Company; Scott Rose, Florida Aquarium; Dan Rowe,
Panama City CVB; Shelley Maccini, Kissimmee CVB; Doug Luciani, Miles Media;
Kerri Post, Visit Tallahassee; Chris Cate, Department of State; Heather Houston,
Department of State; Julie Myers, Smith, Bryan & Myers.
VISIT FLORIDA Staff in Attendance: Will Seccombe, Vangie McCorvey, Eileen
Forrow, David Dodd, Michele Vaught, Meredith DaSilva, Kimberly Faulk,
Susannah Costello, Kevin McGeever, Meagan Houser, Becca VanLandingham,
Steven Bonda, Cheryl Hatcher, Nate Long, Brenna Dacks, Staci Mellman, Sarah
Leahy, Jennifer Coto.
Old Business
3.

Ms. Gustafson moved approval of the September 25, 2011, board of
directors meeting minutes. The motion was seconded by Mr. Hertz and
approved unanimously.

New Business
Audit Committee Report. Mr. Waits reported an Audit Committee meeting was
held on December 7 to review nine RFP’s to select a certified public accounting
firm. After considerable review, the list was narrowed down to Thomas Howell
Ferguson; Carr, Riggs and Ingram; and James Moore Company. The Committee
met with all three firms, reviewed their proposals and made a selection. The
Audit Committee recommends approving a contract with Thomas, Howell,
Ferguson.
The motion to approve the Audit Committee report was moved, seconded
by Ms. Dover and approved unanimously.

2

4.

Treasurer/Finance Committee Report. Ms. Gustafson reported the Finance
Committee met by conference call on January 13 to review the unaudited
financial statements for the five months ending November 30, 2011. The fund is
tracking ahead of last year by $1 million and therefore should allow VISIT
FLORIDA to collect the full appropriation allocated from the trust fund. An RFP
will be issued for corporate banking with the selection made in May. The Finance
Committee recommends the acceptance of these financial statements.
Mr. Pottinga moved approval of the Finance Committee report. The motion
was seconded and approved unanimously.

6.

Government Relations Committee Report. Ms. Dover thanked all of her
colleagues for a successful Florida Tourism Day 2012 and discussed bills that
would have a significant impact on VISIT FLORIDA’s bottom line, if passed.
Mr. Tomlin moved approval of the Government Relations Committee report.
The motion was seconded by Mr. Hastings and approved unanimously.
Mr. Seccombe explained that Mr. Thompson was absent from the board meeting
because he is currently in Orlando being appointed by the President of the
United States to the Travel and Tourism Advisory Board. Working with Enterprise
Florida, the new VISIT FLORIDA Board of Directors was approved.

7.

Marketing Council Steering Committee Report. Mr. Hertz provided an update
regarding the Marketing Council Steering Committee and discussed several key
initiatives including the winter campaign, where advertising will be concentrated
in the key feeder markets during winter months. The current Your Florida Side
and the Share A Little Sunshine Florida Fan Game TV spots were shown. The
Florida Fan Game program received more than 86 million impressions with
nearly 70,000 invitations sent and almost 30,000 new Share a Little Sunshine
Facebook fans.
Since June, 50 veteran Florida journalists have written, filmed and photographed
more than 125 stories about Florida destinations. Another 40 Florida stories will
be published by February 1, including video segments that we will market to
broadcast media. VISIT FLORIDA Travel wire, an eNewsletter, was sent to more
than 3,000 print, online and broadcast media across Florida and in ten major
North American markets offering free Florida travel stories.

Communications Committee: To date, the PR department has reached 42
million of the 50 million impressions goal. An ongoing effort in Q3 will include
pitching the Flagler Centennial Celebration. The Miami Herald, AP, The
Atlanta Journal Constitution, NPR and The Washington Post confirmed
running the story.
Harrison & Shriftman/Ketchum were introduced as the new PR agency. They
will focus on National Broadcast as requested by last year’s committee.
3

Viva Florida was discussed and the committee will be meeting again with
Harrison & Shriftman/Ketchum to brainstorm and discuss a statewide effort to
support the effort.

Promotions Committee: The promotions team has been expanded to
include a new promotions representative. Since VISIT FLORIDA is currently
recruiting a promotions manager, the department is being overseen by both
the contracts manager and internet manager.
The committee discussed how the department could help Partners increase
their ROI and awareness. Ideas included positioning promotions as a real VIP
event to consumers, utilizing a promotions newsletter by providing results of
previous promotions as a way to encourage participation, and allowing
Partners more time to respond to short or time-constrained opportunities.
Currently, the team has coordinated 21 programs garnering 130,346,050
consumer impressions and $4,904,953 in media value.

Sales Committee: The Sales Committee discussed meetings research that
was recently completed by Metropoll. It provided data that compared Florida
to 40 other destinations, as well as a study on meeting planners and their
view of Florida. The research showed many planners view Florida as lacking
in cultural and historical offerings and many do not view Florida as a serious
meetings destination. It was recommended that the new agency develop a
new, fresh and unique Florida meetings & conventions brand which should
include advertisements, social media and web content while being consistent
and visible throughout the tradeshows.
Discussion also focused on Florida Encounter, as meeting planner
attendance was down this past year. Opportunities through partnerships with
MPI and PCMA could add value to the attendee and increase the overall ROI.
M&C magazine would like to co-brand Florida Encounter with VISIT FLORIDA
this year and the committee agreed that this is a good solution. The
committee recommended a review of Florida Encounter by a group of
meeting professionals to evaluate all components of the program.
An overview of the recently purchased ARC research software was
presented. This software will be used to pull and qualify lists of travel agents
in our core markets.
Planner incentives were also discussed. A recommendation was made that
VISIT FLORIDA evaluate and identify additional offering options and then
develop a campaign to effectively market these offerings to both the meetings
community and state Partners at large.

4

Mr. Seccombe stated this is the first year that Meetings has been a true
marketing platform for VISIT FLORIDA.
A new City-wide Convention Grant from Miami for $100,000 matching funds is
to be used to market for the Cardiovascular Research Foundation to attract
attendees. The grant was approved as submitted by the committee.
Mr. Wheeler moved approval of the City-wide Convention Grant. Ms.
Dover seconded the motion.
Subsequent dialogue took place with regard to the overall grant structure and
offerings. A request was made to provide members information on their board
member responsibilities.
The motion on the floor was then approved unanimously.

International Committee: VISIT FLORIDA announced an Airline Matching
Grant program to stimulate the Florida economy by expanding new
international air service to the state. The grant is an opportunity for DMO’s to
establish a three-way partnership with destinations, their airports and VISIT
FLORIDA. The grant is up to $100,000 and is only available for scheduled
service and not charter. The total dollars available is $250,000. Business
rules and application are now available on VISITFLORIDA.org.
As it relates to international co-op, it was shared that VISIT FLORIDA will
continue to work with the OTA’s and tour operators.
Participation at the Routes conference was very positive. While in attendance,
Ms. Vaughan was able to secure complimentary admission for DMO’s that
would like to attend the Americas program in February.
A representation matrix was presented to show where Florida is represented.
The state has extensive coverage in the UK and Germany. Some DMO’s
have representation on full-time retainer while others are project-based
contracts. VISIT FLORIDA’s teams are all currently on retainer. It was
suggested to give consideration to spreading dollars across other areas that
need support from the state level.
Staff will be issuing RFP’s for Germany (PR), UK and China this spring. The
committee discussed how the proposals should be written to ensure more
flexibility and geographic coverage.
The committee agreed that the Emerging Markets should be extended this
coming year to include possible coverage in India while also initiating some
in-depth research on the Russian market.

5

Cultural, Heritage, Rural and Nature Committee: The committee discussed
2012 – 2013 grants. It was decided web affiliates do not qualify for the
program and the principle applicant on the application must be a VISIT
FLORIDA Partner. If the committee does not have enough available members
to review the grants received, they will enlist Marketing Council committees to
assist.
With regard to the past Downtowns and Small Towns program, it was
suggested that VISIT FLORIDA collaborate with the Florida Redevelopment
Association and the Florida Main Street program to develop a digital format
that would help travelers plan their rural experiences. A suggestion to
incorporate historic districts and Downtowns and Small Towns into some type
of publication or cross-linked on the website was shared.
Flagler Awards were discussed since there was some concern about rural
counties competing against larger counties. The Best of Show category has a
division for rural counties with budgets under $100,000.
Based on feedback from the Marketing Retreat, VISIT FLORIDA will have an
additional grant next fiscal year available to Small Business Partners with the
opportunity to have VISIT FLORIDA match their marketing fund efforts. This
grant will replace the current small business co-op opportunities.
Mr. Seccombe shared City-Wide Meeting & Conventions Grant, Cultural
Heritage and Nature Tourism Grant, Advertising Matching Grant and Minority
Convention Grant remain, along with the addition of the Airline Program and
Small Business grants. All grant programs are managed by individual
marketing committees.

Advertising/Internet Committee: A new deal with Mazda and Dempsey
Racing was finalized. There will be two new cars this year: Share A Little
Sunshine and Fishing Capital. The Dempsey team shot a new PSA spot last
week which encourages people to Share a Little Sunshine and promotes the
value of tourism.
VISIT FLORIDA continues its efforts with Google. The new brand awareness
co-op program allows premium reserve inventory across Google display
networks, YouTube and AdMob Google mobile. VISIT FLORIDA was the first
destination in the world to be included in Google Currents. There are currently
2,728 subscribers to the Google Currents VISIT FLORIDA channel.
A conversion study of the VISIT FLORIDA Magazine and VISITFLORIDA.com
was conducted. Mr. Seccombe discussed the highlights of this study and
shared the top-line report to the board.

6

Mr. Seccombe shared top-line ideas presented at the Marketing Retreat.
Mr. Hertz discussed the ITN process. Sapient Nitro was selected as the
advertising agency of record. Miles Media, Harrison & Shriftman/Ketchum,
Spark, Hester Group, and The Rodriguez Group were also selected as
various agencies to represent VISIT FLORIDA.
Sapient Nitro shared a few commercials and information on their company
and discussion ensued.
Mr. Wheeler moved approval of the Marketing Council Steering
Committee report and within the report, ratified the selection of the
agencies of record brought forth by the VISIT FLORIDA staff and the
Chair of the Marketing Steering Committee. Mr. Stork seconded the
motion and it was approved unanimously.
8.

Industry Relations Committee Report: Mr. Tomlin gave a brief update from
December’s committee meeting. There are four main focuses: maintain current
website listings, investigate ways to create new value for participants and ROI,
increase the number of paid Partners and have them become more involved. As
of today, VISIT FLORIDA has 10,406 listings on the consumer website.
VISIT FLORIDA is hiring three part-time resources in February to reach out to
web-listed Partners to update their information and try to upgrade their
relationship to a paid listing.
Mr. Hastings moved approval of the Industry Relations Committee report.
Mr. Lupfer seconded the motion and it was approved unanimously.

9.

Visitor Services Committee Report: Mr. Lupfer reported the Visitor Services
committee held a meeting January 10 to discuss the future of Florida Welcome
Centers. Overall Welcome center visitation was down 2%. The committee asked
staff to look back five or ten years to determine if there is a trend in the drive
traffic stopping at the centers. Brochure and transparency revenue collections
are on pace with revenues in the amount of roughly $403,000. The Florida
Concierge Service recorded $380,000 in reservation revenue.
An ITN will be sent out to the Florida citrus industry by the end of January. The
VISIT FLORIDA research department will be conducting a visitor intercept survey
at the Florida Welcome Centers. The committee recommended opposing DOT’s
proposal of inserting ATM’s and charging for Wi-Fi at the centers. It was clarified
that the first 20 minutes of the Wi-Fi would be free but anything after, visitors
would be charged.
The motion to approve the Visitor Services Committee report was moved,
seconded by Mr. Campbell and approved unanimously.
7

10.

Viva Florida Presentation Secretary Browning presented on Viva Florida, the
celebration of the 500th anniversary of Ponce De Leon landing in Florida. The
Department of State maintains fla500.com, an industry website for hosting Viva
Florida events. Secretary Browning asked members to consider how their
business, its location and customers have contributed to Florida’s heritage and to
consider incorporating the Viva Florida brand in their marketing materials.

11.

Florida Governor’s Conference on Tourism Recap and Future Direction
Ms. Forrow reported that the Florida Governor’s Conference still remains the
largest in the US. There were 746 attendees this past year, but of that figure, 254
are industry members who represented 144 companies. Over the last four years,
there has been a decline in sponsorship and attendees. Ms. Forrow shared
statistics from the past 11 conferences. VISIT FLORIDA will move forward with
Governor’s Conference 2012.
Mr. Seccombe mentioned we will take a more aggressive approach in
sponsorship sales and need the industry’s support with attendees. CVB’s will
need to endorse. If the event is successful this year with attendance and
sponsorships, we will move forward with it again in 2013, and if not, we will look
into other options. Discussion ensued.
Mr. Gaekwad recommended that VISIT FLORIDA start a certification process so
there is more of an incentive for the industry to attend. Ms. Gustafson
recommended that while Sapient Nitro is meeting with the industry, they could
also ask about Governor’s Conference. Chair Lapi added that Mr. Tomlin, as the
Chair of the Industry Relations committee, could put together an ad-hoc
committee to brainstorm ideas.

Other Business.
14.

Appointment of the Nominating Committee Chair Lapi appointed this year’s
nominating committee: Glenn Hastings as Chair along with Tony Lapi, Ed
Fouché, Richard Goldman and Thom Stork.

15.

DEO/EFI Transition Update Ms. Myers reported that there are certain glitches
within our operating agreement and those have been included in a proposed
glitch bill to legislation.
Chair Lapi established a by-law task force composed of Tammy Gustafson as
Chair along with Glenn Hastings and Tom Waits to implement statutory changes
to VISIT FLORIDA’s by-laws. He asked the committee present their final
recommendation at the May board meeting.
Mr. Lapi moved approval off the operating agreements. Mr. Tomlin
seconded the motion and it was approved unanimously.

8

16.

President’s Report
Mr. Seccombe presented Mr. Thompson’s President’s Report and extended the
invitation to new and old board members to stop by VISIT FLORIDA to observe
the day-to-day operations. VISIT FLORIDA is now accepting committee
applications. Lastly, board members are invited to attend the 24 hours of
Daytona this upcoming weekend. Discussion ensued.
There was no further business to come before the Board and the meeting was
adjourned without objection at 1:47 p.m.
_________________________________
Tony Lapi, Chair

________________
Date

_________________________________
Harold Wheeler, Secretary

________________
Date

9

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013
Marketing
Revenues
Events Revenue consists of Media Missions, Media Events at ITB and World Travel Market and
increased Industry participation at Media Receptions.
Publication Revenue is for the FAA Map Vacation Guide with the decrease due to only co-op revenue
for the Vacation Guide next year.
Research Revenue is for Partner participation in the International Outbound research and the
International Visitor Methodology Study/VISA. The decrease is due to not doing the Conversion Study
and Tourism Decision Metrics next year.
Website Revenue is derived from ad sales for the Direct Marketing email program and VISIT
FLORIDA.com both of which are increasing next year due to VISIT FLORIDA doing sales in house the
second half of the year and Florida Vacation Auction.
Industry-Contributed Promotional Value Revenue and offsetting Expense is generated based on the
media value of our promotions, which is decreasing next year due to a large promotion this year that
may not be repeated next year.
Industry-Cooperative Advertising Value Revenue and offsetting Expense is generated from Co-op
media programs. The increase next year is due to an increase in the media budget.

Expenses

Employee Compensation and Benefits have increased due to a 3% cost of living increase, a 5.5%
increase in health and adding the following four positions: Marketing Director, Deputy Editor, Content
Writer and Digital Analyst. There is no increase in dental, vision, disability/life and workers’
compensation. The employer contribution to the 401-K plan remains the same at 6%.
Fees and Services consist of contracted services for VISITFLORIDA.com, the Media website, VIVA
Florida, Content Management program including the Insiders, Domestic Public Relations agency, news
clipping services and Canada, Germany, Latin America and UK Public Relations contractors.
The increase next year is due to VISITFLORIDA.com and related digital marketing campaign redesign
and VIVA Florida.
Depreciation and Amortization is for the new consumer website to be expensed over three years after
the go live date.
Dues and Subscriptions are primarily for U.S. Travel Association and Research data.

Printing/Copying/Photo is for invitations, press kits, promotional materials and printing the FAA Map.

Business Promotion is for Media Receptions, Media Events (ITB and World Travel Market),
Promotions sales calls, Partner Tours and general industry entertainment with increases due to VIVA
Florida Events and La Cumbre reception.
Fulfillment is for mailing costs associated with the direct mail campaigns.
Grants are for Advertising Matching grants that are mandated and Cultural, Heritage & Nature Grants
with increases in Air Team Florida Grants and the new Small Business Advertising Grants.
Promotional items are for giveaways for sales calls, events and promotions.
Research Projects are for our mandated projects Estimates and Profiles (which will decrease next year)
and the Omnibus Vacation Behavior Study. We will continue to do Advertising Research, Resident
Tracking, International Outbound Research, VISIT FLORIDA Satisfaction Surveys, International
Methodology Study/VISA, Advertising ROI and TaxWatch. New for next year is Usability Website
Testing, Visitor Center Study, Travel Market Insights for China which is offset by not doing Meetings
Research, Conversion Study, and Economic Impact.
Travel is for the various marketing programs including Share A Little Sunshine, Domestic Promotions
Sales Calls, Partner Tours , Canadian and Domestic Media Receptions and Missions and staff travel to
Governor’s Conference, Marketing retreat, Board meetings and Industry functions.
Travel Advertising Agency is for our agencies of record.
Travel Projects-Non Employee is primarily for Individual Media Fams and Promotional trip giveaways
which will increase next year and Insiders.
Agency Fees are for our agencies of record for Domestic and International markets and the multicultural agencies that will provide the agency of record with creative and media direction on any multicultural efforts. The decrease is due to additional costs in the current year to onboard the new agency.
Media is for Domestic and International media, promotional support dollars to purchase in-state and
out-of-state consumer promotions with various media partners, Traffic Generation buy for
VISITFLORIDA.com with the remainder going for other media opportunities. The increase is due to an
increase in State appropriations to spend on media.
Production costs are primarily paid to our agencies for new creative, talent fees and production
contracted services.
Media Strategic Alliance is media cost related to our strategic alliances.

Florida Tourism Industry Marketing Corp.
MARKETING ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
Annual
Actual
B

11-12
Actual
Year to Date
C

Revenues
Events Revenue
Publication Revenue
Research Revenue
Website Revenue
Other Revenue
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value

87,325.37
125,000.00
102,338.00
425,990.82
603,630.82
34,841,752.00
14,616,625.56

6,975.00
125,000.00
78,179.00
120,213.15
17,482.45
10,420,926.00
6,556,015.00

Total Revenues

50,802,662.57

Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Depreciation & Amortization
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Grants
Legal
Promotional Items
Registration Fees/Booth Rental
Research Project
Taxes and Licenses
Telephone
Training
Travel
Travel- Advertising Agent
Travel - Projects (Non-Emp)
Agency Fees
Media
Production
Media Strategic Alliance
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value
Total Expense
Revenue Over Expense

11-12
Budget Amt
Remaining
D

11-12
Projected
Year End Actual
C+D+E=F

11-12
Annual
Budget
G

11-12 Projected
VS
11-12 Budget
F-G=H

11,744.00
236,500.00
15,000.00
14,931,940.00
12,512,750.00

12,074.00
15,000.00
5,797.00
(40,158.00)
84,213.00
38,152,863.00
(3,841,919.00)

69,169.00
140,000.00
95,720.00
316,555.15
116,695.45
63,505,729.00
15,226,846.00

57,870.00
140,000.00
87,963.00
473,000.00
97,500.00
28,700,000.00
21,478,225.00

17,324,790.60

27,758,054.00

34,387,870.00

79,470,714.60

51,034,558.00

1,694,911.71
2,565,860.57
18,128.99
3,217.67

982,641.86
1,448,860.62
2,518.34
634.48

904,887.00
2,189,059.06
7,558.00
2,550.00

1,887,528.86
2,733,262.68
14,218.34
3,184.48

1,984,070.00
3,445,330.00
18,287.00
2,550.00

(96,541.14)
(712,067.32)
(4,068.66)
634.48

102,311.63
23,744.36
95,166.56

65,279.67
27,649.80
16,612.41

37,839.00
5,326.44
37,101.00
540.00
7,100.00
3,936.00
90,000.00
180,000.00

108,112.00
46,243.00
66,013.00
1,080.00
7,100.00
8,377.00
90,000.00
180,000.00

(3,178.33)
14,534.24
6,690.41

432.00
(15,000.00)
93,700.00

11,850.00
5,215.00
261,474.00

20,137.00
(826.00)
109,900.00

7,409.50
8,500.00
85,570.00
10,730.00
216,123.00
752,456.00
9,472,390.00
603,717.00

104,933.67
60,777.24
72,703.41
1,080.00
8,285.19
6,418.98
74,913.93
279,570.58
832.66
29,255.95
5,674.00
623,269.45
160.00
20,164.98
22,837.00
221,243.72
67,006.96
423,701.42
2,648,506.30
16,149,703.54
1,855,710.56
158,890.33
63,505,729.00
15,226,846.00

28,700,000.00
21,478,225.00

1,185.19
(1,958.02)
(15,086.07)
99,570.58
832.66
670.95
(2,057.00)
84,571.45
160.00
2,264.98
(3,663.00)
4,554.72
38,806.96
13,708.42
1,160,256.30
(1,374,192.46)
147,985.56
158,890.33
34,805,729.00
(6,251,379.00)
28,076,855.23

14,868.88
7,122.15
68,675.85
158,443.24

50,120.00

11-12
Projections
Adjustments
E

(904,657.00)
4,142.00

1,815.00
27,801.00
18,990.00
540.00

64,811.75
7,789.19
542,893.72
896.35
21,880.94
19,622.00
177,109.84
13,769.01
353,793.07
1,145,195.25
11,975,972.34
1,361,645.79
749,100.60
34,841,752.00
14,616,625.56

1,185.19
2,050.98
(86.07)
5,870.58
832.66
(2,731.05)
1,285.00
251,895.45
160.00
11,170.48
12,087.00
91,167.72
20,464.96
34,183.42
974,740.30
4,788,187.54
1,520,250.56
20,833.33
10,420,926.00
6,556,015.00

14,931,940.00
12,512,750.00

1,585.00
2,250.00
44,506.00
35,812.00
173,395.00
921,310.00
1,889,126.00
(268,257.00)
138,057.00
38,152,863.00
(3,841,919.00)

70,645,309.02

27,254,686.23

42,346,021.00

36,605,702.00

106,206,409.23

78,129,554.00

(19,842,646.45)

(9,929,895.63)

(14,587,967.00)

(2,217,832.00)

(26,735,694.63)

(27,094,996.00)

28,585.00
7,731.00
538,698.00
17,900.00
26,500.00
216,689.00
28,200.00
409,993.00
1,488,250.00
17,523,896.00
1,707,725.00

11,299.00

12-13
Annual
Budget
I

12-13 Budget
VS
11-12 Projected
I-F=J

12-13 Budget
VS
11-12 Budget
I-G=K

7,757.00
(156,444.85)
19,195.45
34,805,729.00
(6,251,379.00)

91,680.00
15,000.00
77,982.00
821,100.00
6,500.00
54,800,000.00
24,739,400.00

22,511.00
(125,000.00)
(17,738.00)
504,544.85
(110,195.45)
(8,705,729.00)
9,512,554.00

33,810.00
(125,000.00)
(9,981.00)
348,100.00
(91,000.00)
26,100,000.00
3,261,175.00

28,436,156.60

80,551,662.00

1,080,947.40

29,517,104.00

2,249,580.00
4,062,006.00
12,950.00
4,201.00
333,333.00
106,869.00
66,111.00
195,205.00
1,080.00
10,300.00
8,034.00
75,000.00
590,000.00

362,051.14
1,328,743.32
(1,268.34)
1,016.52
333,333.00
1,935.33
5,333.76
122,501.59

265,510.00
616,676.00
(5,337.00)
1,651.00
333,333.00
(1,243.00)
19,868.00
129,192.00

2,014.81
1,615.02
86.07
310,429.42
(832.66)
19,985.05
2,797.00
(33,307.45)
235.00
10,096.02
7,713.00
126,276.28
(35,086.96)
331,983.58
(294,264.30)
13,048,496.46
544,539.44
(123,690.33)
(8,705,729.00)
9,512,554.00

3,200.00
(343.00)
(15,000.00)
410,000.00
20,656.00
740.00
51,264.00
395.00
12,361.00
4,050.00
130,831.00
3,720.00
345,692.00
865,992.00
11,674,304.00
692,525.00
35,200.00
26,100,000.00
3,261,175.00

123,085,966.00

16,879,556.77

44,956,412.00

(42,534,304.00)

(15,798,609.37)

(15,439,308.00)

359,301.37

49,241.00
8,471.00
589,962.00
395.00
30,261.00
30,550.00
347,520.00
31,920.00
755,685.00
2,354,242.00
29,198,200.00
2,400,250.00
35,200.00
54,800,000.00
24,739,400.00

05/10/12
10:02 AM

Marketing Rollup w January Projections
5/10/2012

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013
Sales
The total number of programs offered by the Sales team this fiscal year is 31 Domestic and 45
International and next year 33 Domestic and 51 International programs.

Revenues
Events Revenue represents the revenue generated by programs produced by the Sales department. The
increase is due to an increase in IMEX America, China Sales Mission and World Travel Market and
new programs Collinson Partnership Program, VIP Event Boston, Arabian Travel Market, Zoomer,
Anato and World Travel Market Latin America, offset by not doing International French Travel Mart.
Trade Show Revenue is generated by Governor’s Conference and Florida Encounter with an increase
budgeted for both programs next year.
Industry-Cooperative Advertising Value is for the Travel Industry Guide, Meeting Planner Programs
and Meeting and Conventions Grants.
Expenses
Employee Compensation and Benefits have increased due to a 3% cost of living increase, a 5.5%
increase in health and adding two Marketing and Event Planners. There is no increase in dental,
vision, disability/life and workers’ compensation. The employer contribution to the 401-K plan
remains the same at 6%.
Fees and Services consist of contracted services for events and trade shows such as Governor’s
Conference and Florida Encounter and contracts for representation in the United Kingdom, China and
Latin America and new for next year Europe and India.

The following are costs primarily associated with our Trade Shows and Events:
Decorations will increase next year due to a few new events.
Printing/Copying/Photo will increase next year due to the new Collinson Partnership Program and
Zoomer.
Business Promotion will increase next year due to Governor’s Conference, Florida Encounter and the
new Collinson Partnership Program.
Equipment Rental will increase next year due primarily to an increase in Florida Encounter and the
new Zoomer.
Postage & Freight will increase due to new warehouse in India and new shows.
Promotional Items will increase next year due to Collinson Partnership Program
Registration Fees/Booth Rental will increase next year due to IMEX America, World Travel Market
and new Collinson Partnership Program, Arabian Travel Market, Zoomer, Anato. World Travel
Market Latin America offset by not doing the International French Travel Market next year.

Travel will increase next year due to new programs.
Fulfillment is for the cost associated with our toll free numbers and mail house for the international
markets in Canada, France, Germany, Latin America and the United Kingdom and new for next year
India.
Grants are for the City-Wide Meetings and Convention program and the Minority Convention Grants.
Insurance Business is for Cover Your Event insurance available to Meeting Planners.
Travel Projects Non-Employee will increase next year for meeting planners at Florida Encounter.
Media is for advertising in Meeting Planner and Tour Operator Publications.
Production costs are for advertising, Florida/UK Night and Governor’s Conference.

Florida Tourism Industry Marketing Corp.
SALES ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
Annual
Actual
B

11-12
Actual
Year to Date
C

11-12
Budget Amt
Remaining
D

Revenues
Events Revenue
Trade Show Revenue
Publication Revenue
Other Revenue
Industry-Cooperative Advertising Value

1,245,564.09
601,445.00
1,606.65
6,515.00
478,637.56

929,467.43
484,271.04
9,363.90
2,700.47
456,044.31

608,472.00

Total Revenues

2,333,768.30

1,881,847.15

868,912.90
639,124.39
3,816.58
35,366.20
24,385.93
54,094.40
551,932.88
132,631.23
65,619.02
129,100.09

437,565.00
418,008.49
1,400.18
18,369.27
18,747.41
23,404.63
357,315.26
116,592.25
34,632.29
54,511.47

101,617.75
50,536.12
925,421.01

Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Rental
Postage & Freight
Fulfillment
Grants
Insurance Business
Promotional Items
Registration Fees/Booth Renta
Office Rent
Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Travel - Projects (Non-Emp)
Utilities
Warehouse-Rent
Agency Fees
Media
Production
Industry-Cooperative Advertising Value
Total Expense
Revenue Over Expense

11-12
Projections
Adjustments
E

21,575.00

11-12
Projected
Year End Actual
C+D+E=F

11-12
Annual
Budget
G

11-12 Projected
VS
11-12 Budget
F-G=H

12-13
Annual
Budget
I

12-13 Budget
VS
11-12 Projected
I-F=J

12-13 Budget
VS
11-12 Budget
I-G=K

1,516,915.00
625,393.00
5,000.00
5,050.00
200,000.00

42,599.43
(141,121.96)
4,363.90
(2,349.53)
381,044.31

1,814,123.00
778,893.00
5,000.00
31,000.00
690,000.00

254,608.57
294,621.96
(4,363.90)
28,299.53
108,955.69

297,208.00
153,500.00

125,000.00

1,559,514.43
484,271.04
9,363.90
2,700.47
581,044.31

608,472.00

146,575.00

2,636,894.15

2,352,358.00

284,536.15

3,319,016.00

682,121.85

966,658.00

3,812.00
30,578.00
161.00
20,168.00
3,964.00
24,472.00
8,962.00
1,419.00
10,302.00
15,615.00
(72,688.00)

21,014.00
19,404.01
772,313.21

407,332.00
240,836.44
920.00
10,940.00
3,488.00
7,575.00
162,092.00
16,545.00
27,949.00
66,685.00
240,000.00
72,500.00
10,647.00
408,529.00

11,855.00
30,753.00

848,709.00
689,422.93
2,481.18
49,477.27
26,199.41
55,451.63
528,369.26
134,556.25
72,883.29
136,811.47
167,312.00
93,514.00
41,906.01
1,211,595.21

890,773.00
660,389.00
2,144.00
47,118.00
27,670.00
58,508.00
583,992.00
148,245.00
75,774.00
134,849.00
240,000.00
96,250.00
44,118.00
1,090,688.00

(42,064.00)
29,033.93
337.18
2,359.27
(1,470.59)
(3,056.37)
(55,622.74)
(13,688.75)
(2,890.71)
1,962.47
(72,688.00)
(2,736.00)
(2,211.99)
120,907.21

2,085.05
20,666.65

749.88
10,501.81

203.00
7,758.00

241.00
1,799.00
3,000.00

1,193.88
20,058.81
3,000.00

652.00
19,887.00

541.88
171.81
3,000.00

1,002,461.00
859,161.00
2,946.00
64,537.00
31,286.00
79,874.00
644,291.00
143,297.00
83,285.00
154,334.00
290,000.00
95,950.00
67,594.00
1,341,301.00
6,000.00
1,357.00
36,244.00

111,688.00
198,772.00
802.00
17,419.00
3,616.00
21,366.00
60,299.00
(4,948.00)
7,511.00
19,485.00
50,000.00
(300.00)
23,476.00
250,613.00
6,000.00
705.00
16,357.00

214,389.95
156,317.66
6,830.87
31,099.80

144,104.20
61,254.92
10,708.05
17,333.90

22,052.00
12,558.00
163.00

108,800.25
97,903.27
456,044.31

304,170.20
103,394.92
12,401.05
31,636.90
4,092.00
263,508.25
98,055.27
581,044.31

298,532.66
144,280.72
7,030.00
33,632.00
4,092.00
162,608.00
105,181.00
200,000.00

5,637.54
(40,885.80)
5,371.05
(1,995.10)

53,559.71
127,340.62
478,637.56

138,014.00
29,582.00
1,530.00
14,303.00
4,092.00
56,699.00
1,160.00

153,752.00
169,738.07
464.82
15,059.73
5,086.59
24,422.37
115,921.74
8,740.75
10,401.71
17,522.53
122,688.00
2,436.00
25,687.99
129,705.79
6,000.00
163.12
16,185.19
(3,000.00)
2,000.00
109,120.80
45,568.08
1,878.95
2,620.10
908.00
336,993.75
23,271.73
108,955.69

98,009.00
(1,008.00)
125,000.00

100,900.25
(7,125.73)
381,044.31

2,000.00
413,291.00
148,963.00
14,280.00
34,257.00
5,000.00
600,502.00
121,327.00
690,000.00

4,673,486.37

3,200,678.06

1,929,379.44

351,187.00

5,481,244.50

5,076,413.38

404,831.12

6,933,538.00

(2,339,718.07)

(1,318,830.91)

(1,320,907.44)

(204,612.00)

(2,844,350.35)

(2,724,055.38)

(120,294.97)

(3,614,522.00)

1,452,293.50
(770,171.65)

25,950.00
490,000.00

2,000.00
114,758.34
4,682.28
7,250.00
625.00
908.00
437,894.00
16,146.00
490,000.00
1,857,124.62
(890,466.62)

05/08/12
07:48 PM

Sales Summary with January Projections
5/8/2012

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013
Visitor Services
Revenues
Events Revenue is for the Welcome Center Festivals.
Welcome Center Revenue consists of Brochure and Transparency space rental in the centers, FIN
(Florida Information Network) Program, and sponsorship of Kid’s Corner in two of the centers. Sales
volume is expected to increase.
Reimbursement Revenue are the funds we receive from the Department of Citrus reimbursing us for the
cost of the citrus juice served at the centers. There is a direct expense offset to this revenue under Citrus
Juice.
Publication Revenue is for the Florida Map! that is produced in-house under contract with the Florida
Department of Transportation.

Expenses
Employee Compensation and Benefits have increased due to adding one position for Maintenance
Specialist at I-75, a 3% cost of living increase, a 5.5% increase in health and no increase in dental,
vision, disability/life and workers’ compensation. The employer contribution to the 401-K plan remains
the same at 6%.
Fees & Services are to retain contractors to develop the concept and action plan for the new look at the
Welcome Centers.
Decorations are for the festivals and increase next year for chairs next to a charging station.
Printing/Copying/Photo is primarily for the Florida Map! and new for next year printed material for the
themed months.
Business Promotion is for Hands Across the Border, celebrations at the centers, and Festivals at four of
the Welcome Centers.
Equipment repairs and maintenance includes general supplies for cleaning, maintenance agreements on
equipment and repairs or replacement of small equipment.
Postage & Freight are for shipping of various publications to the Welcome Centers.
Fulfillment is for costs associated with our domestic toll free number and costs to mail the Florida
Vacation Guide and Florida Map!
Promotional Items are primarily for giveaways at the Welcome Center Festivals and VISIT FLORIDA
bags which we purchase every other year.
Telephone includes local and long distance service, satellite internet expense for 4 of the centers and
mobile phones for managers.

Training is for first aid, CPR, Customer Service, Teambuilding and Leadership classes for the staff.
Travel is for staff travel between Welcome Centers and Tallahassee, Educational FAMs, SETCA,
ESTO, Welcome Center Festivals and for next year, thus the increase, all managers will attend the
Marketing Retreat and the Governor’s Conference.
Uniforms are for pants and logo shirts for staff.

Florida Tourism Industry Marketing Corp.
VISITOR SERVICES ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
Annual
Actual
B

11-12
Actual
Year to Date
C

11-12
Budget Amt
Remaining
D

11-12
Projections
Adjustments
E

11-12
Projected
Year End Actual
C+D+E=F

11-12
Annual
Budget
G

11-12 Projected
VS
11-12 Budget
F-G=H

12-13
Annual
Budget
I

12-13 Budget
VS
11-12 Projected
I-F=J

12-13 Budget
VS
11-12 Budget
I-G=K

Revenues
Events Revenue
Welcome Center Revenue
Reimbursement Revenue
Publication Revenue

4,455.00
477,304.92
193,117.95
205,305.00

2,100.00
275,508.33
128,385.40

2,550.00
197,699.00
66,470.00
210,000.00

(6,287.00)
25,625.00
(12,600.00)

4,650.00
466,920.33
220,480.40
197,400.00

5,525.00
478,126.00
159,528.00
210,000.00

(875.00)
(11,205.67)
60,952.40
(12,600.00)

5,180.00
478,126.00
220,080.00
198,000.00

530.00
11,205.67
(400.40)
600.00

60,552.00
(12,000.00)

Total Revenues

880,182.87

405,993.73

476,719.00

6,738.00

889,450.73

853,179.00

36,271.73

901,386.00

11,935.27

48,207.00

Expenses
Salaries & Benefits
Fees & Services
Citrus Juice
Office & Computer Supplies
Decorations
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Promotional Items
Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Uniforms
Utilities

2,167,742.99
215.00
193,117.95
13,197.63
2,963.20
3,244.74
186,228.85
11,146.42
37,734.69
5,569.51
25,120.36
196,985.79
18,862.88
168.00
26,968.01
6,386.75
1,493.09
28,912.66
13,747.87
85,130.69

1,212,139.41
83.64
128,385.40
6,357.34
992.97
2,614.97
899.74
6,897.72
24,603.56
3,141.58
14,044.11
75,593.08
1,205.00
168.00
14,762.50
6,097.60
911.29
18,197.00
9,544.36
44,263.40

982,725.00

2,194,864.41
83.64
220,480.40
17,294.34
1,452.97
3,957.97
154,137.74
13,478.72
52,038.56
5,558.58
31,132.11
207,000.08
1,880.00
168.00
26,882.50
6,097.60
2,407.29
32,347.00
25,313.36
82,175.40

2,238,385.00
100.00
159,528.00
17,074.00
1,615.00
4,241.00
189,749.00
13,931.00
50,657.00
5,909.00
32,341.00
215,973.00
1,833.00
168.00
28,608.00

80,348.59
75,016.36
(400.40)
1,999.66
9,592.03
814.03
10,268.26
910.28
(54.56)
485.42
1,469.89
855.92
18,007.00

36,828.00
75,000.00
60,552.00
2,220.00
9,430.00
531.00
(25,343.00)
458.00
1,327.00
135.00
261.00
(8,117.00)
18,054.00

357.50
(6,097.60)
9,245.71
12,950.00
(3,337.36)
5,185.60

(1,368.00)

2,049.00
30,827.00
25,428.00
95,312.00

(1,725.50)
6,097.60
358.29
1,520.00
(114.64)
(13,136.60)

Total Expense

3,024,937.08
(2,144,754.21)

Revenue Over Expense

66,470.00
6,891.00
155.00
1,044.00
186,840.00
4,729.00
19,905.00
2,362.00
13,560.00
128,119.00
525.00

25,625.00
4,046.00
305.00
299.00
(33,602.00)
1,852.00
7,530.00
55.00
3,528.00
3,288.00
150.00

(43,520.59)
(16.36)
60,952.40
220.34
(162.03)
(283.03)
(35,611.26)
(452.28)
1,381.56
(350.42)
(1,208.89)
(8,972.92)
47.00

2,275,213.00
75,100.00
220,080.00
19,294.00
11,045.00
4,772.00
164,406.00
14,389.00
51,984.00
6,044.00
32,602.00
207,856.00
19,887.00
168.00
27,240.00

(345.00)

11,920.00

200.00

100.00
9,965.00
12,129.00
37,912.00

1,396.00
4,185.00
3,640.00

1,570,902.67

1,485,351.00

22,497.00

3,078,750.67

3,113,728.00

(34,977.33)

3,296,367.00

217,616.33

182,639.00

(1,164,908.94)

(1,008,632.00)

(15,759.00)

(2,189,299.94)

(2,260,549.00)

71,249.06

(2,394,981.00)

(205,681.06)

(134,432.00)

11,653.00
45,297.00
21,976.00
87,361.00

9,604.00
14,470.00
(3,452.00)
(7,951.00)

Visitor Services Summary with January Projections
5/4/2012

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013

Industry Relations and Sales Team
The budget for the Industry Relations department reflects programming expenses and staff to
support an aggressive growth plan that allows VISIT FLORIDA to actively sell "owned and
operated assets". The future growth and transition plan presented in this budget will now
support a team of 8 to sell co-operative advertising. The budget also incorporates a growth plan
for existing industry relations staff to provide program education to the industry as well as
operate an Industry Relations support team call center.
Revenues
Partner Investment for next year is expected to remain flat with current year projections.
Strategic Alliances are based on agreements currently in place.
Interest is based on the anticipated interest to be earned on our balances in the private bank
accounts.
Expenses
Employee Compensation and Benefits have increased due to a 3% cost of living increase, a
5.5% increase in health and adding the following positions: Vice President of Sales, Digital
Sales Account Executive, Advertising Traffic Coordinator and the call center, which will
consist of five part-time workers at 20 hours per week. There is no increase in dental, vision,
disability/life and workers’ compensation. The employer contribution to the 401-K plan
remains the same at 6%.
Fees and Services are for our email delivery system and new for next year are videos to
showcase our programs and development of sales collateral pieces.
Office & Computer Supplies will increase next year due to increased staff and dual monitors
for all sales staff for greater efficiency.
Depreciation and Amortization is for the new business to business site VISITFLORIDA.org.
Dues & Subscriptions are primarily for memberships in trade organizations.
Printing/Copy/Photo expenses are for sales collateral pieces, postcards, enrollment forms,
labels and business cards. Printing will increase next year due to additional sales products.
Business Promotion is for meetings with Partners by management and field staff, which will
increase next year due to increased staff and number of meetings.
Postage and Freight are for direct mail pieces for retention, new Partner solicitation, mailing of
invoices and sales collateral.

Promotional items are for Partner welcome kits, sales calls and trade shows.
Registration/Booth rental is for 9 events.
Travel is for the staff to provide one-on-one marketing consultations and sales of programs and
attend functions and trade shows. Travel will increase next year due to additional staff, more
meetings with Partners by management and more one-on-one marketing consultations and sales
calls.
Media is for strategic sponsorships.

Florida Tourism Industry Marketing Corp.
INDUSTRY RELATIONS ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
Annual
Actual
B

11-12
Actual
Year to Date
C

11-12
Budget Amt
Remaining
D

11-12
11-12
Projections
Projected
Adjustments Year End Actual
E
C+D+E=F

Revenues
Partner Investment
Strategic Alliances
Licensing & Merchandising Revenue
Interest Income
Other Revenue

2,153,646.97
900,275.00
1,858.60
6,726.54
638.10

1,631,703.86
31,223.33
1,186.40
797.17
114.05

192,000.00
825.00
2,985.00

2,988.00

Total Revenues

3,063,145.21

1,665,024.81

195,810.00

197,584.00

586,350.79
29,389.68
8,982.43
12.82

326,857.76
274.92
4,659.77
59.13

269,280.00
12,130.00
1,700.00
275.00

3,342.16
10,099.60
9,102.88
188.80
4,456.08
9,501.97
2,688.00
11,242.90
2,901.00
2,769.00
51,607.69
142,000.00

3,320.50
1,671.82
4,060.23
117.00
3,521.58
1,903.72
2,270.00
8,647.53

1,255.00
2,785.00
12,550.00
900.00
4,235.00
65.00
1,495.00
4,375.00

5,649.00
10,828.00
(1,124.00)
(800.00)
1,541.00
2,511.00

2,250.00
33,725.13
58,000.00

874,635.80

451,339.09

2,188,509.41

1,213,685.72

Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Depreciation & Amortization
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Rental
Postage & Freight
Promotional Items
Registration Fees/Booth Rental
Telephone
Temp. Labor
Training
Travel
Media
Total Expense
Revenue Over Expense

147,296.00
47,300.00

11-12
Annual
Budget
G

2,091,000.00

2,058,418.81

12-13
Annual
Budget
I

(120,000.14)
78,523.33
31.40
0.17
114.05

1,971,000.00
77,000.00

2,099,750.00

(41,331.19)

596,137.76
15,104.92
6,097.77
270.13

618,881.00
17,482.00
6,799.00
550.00

(22,743.24)
(2,377.08)
(701.23)
(279.87)

1,200.00

10,224.50
15,284.82
15,486.23
217.00
9,297.58
4,479.72
3,765.00
14,222.53

5,224.00
16,040.00
28,000.00
1,800.00
9,700.00
4,480.00
3,080.00
11,330.00

1,000.00
35,275.00
67,000.00

2,250.00
3,215.00
7,500.00

5,500.00
72,215.13
132,500.00

414,320.00

35,144.00

(218,510.00)

162,440.00

2,700.00
(262.00)
(64.00)

1,970,999.86
78,523.33
2,011.40
6,770.17
114.05

11-12 Projected
VS
11-12 Budget
F-G=H

12-13 Budget
12-13 Budget
VS
VS
11-12 Projected 11-12 Budget
I-F=J
I-G=K

0.14
(1,523.33)
(2,011.40)
129.83
(114.05)

(120,000.00)
77,000.00
(1,980.00)
130.00

2,054,900.00

(3,518.81)

(44,850.00)

5,000.50
(755.18)
(12,513.77)
(1,583.00)
(402.42)
(0.28)
685.00
2,892.53

1,082,170.00
55,332.00
24,859.00
800.00
25,000.00
8,239.00
20,560.00
28,850.00
100.00
11,880.00
15,130.00
2,930.00
19,550.00

486,032.24
40,227.08
18,761.23
529.87
25,000.00
(1,985.50)
5,275.18
13,363.77
(117.00)
2,582.42
10,650.28
(835.00)
5,327.47

463,289.00
37,850.00
18,060.00
250.00
25,000.00
3,015.00
4,520.00
850.00
(1,700.00)
2,180.00
10,650.00
(150.00)
8,220.00

5,500.00
88,796.00
135,000.00

(16,580.87)
(2,500.00)

4,998.00
107,117.00
145,000.00

(502.00)
34,901.87
12,500.00

(502.00)
18,321.00
10,000.00

900,803.09

952,662.00

(51,858.91)

1,552,515.00

1,157,615.72

1,147,088.00

1,980.00
6,770.00

10,527.72

6,900.00

502,385.00

651,711.91

599,853.00

(655,230.72)

(644,703.00)

05/09/12
06:15 PM

Industry Relations Summary w January Projections
5/9/2012

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013
General and Administrative
Revenue
State of Florida proceeds are budgeted next year at $54,000,000 based on the appropriation.
Events Revenue is for Tourism Day and the Marketing Retreat which has increased for next year.
Interest is based on the anticipated interest to be earned on our balance in the public and economic risk
bank accounts.

Expense
Employee Compensation and Benefits have increased due to a 3% cost of living increase, a 5.5%
increase in health and adding the following three positions: two Accountants and a System
Administrator. There is no increase in dental, vision, disability/life and workers’ compensation. The
employer contribution to the 401-K plan remains the same at 6%.
Fees and Services are primarily for bank fees, accounting fees, payroll service, 401-K administration,
consultants for the computer network, HR Department, VISITFLORIDA.org and for the accounting
system which will increase next year as we improve processes.
Office & Computer Supplies are increasing for new employees company wide.
Depreciation is the reduction in value of assets over their useful life. The increase next year is due to
amortization of the new Customer Relationship Management system and new Business to Business site
(VISITFLORIDA.org).
Printing/Copying/Photo is for business cards, mailing labels, presentation folders, envelopes and name
tags.
Business Promotion is for DMAI, US Travel Association (USTA), Tourism Day and general (nonproject specific).
BOD Expenses are for Board meetings and the annual marketing retreat which will have increased costs
due to the number of anticipated participants.
Equipment Repairs and Maintenance is for postage meter maintenance and fork lift repairs as well as IT
related maintenance.
Legal expense is for the annual retainer with our corporate attorney Julie Myers, and other legal advice
as needed for business and employee issues.
Telephone is for our VOIP (Voice over Internet Protocol) telephone plan and mobile devices.
Training is for interns, staff education and IT training which will increase next year due to new systems.
Travel increases are due to increased training classes for staff, USTA, DMAI, and TTAB (Travel
Tourism Advisory Board.

Florida Tourism Industry Marketing Corp.
GENERAL & ADMINISTRATIVE ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
Annual
Actual
B

11-12
Actual
Year to Date
C

11-12
Budget Amt
Remaining
D

11-12
Projections
Adjustments
E

Revenues
State of Florida Proceeds
Events Revenue
Interest Income
Other Revenue

26,647,961.00
5,175.00
7,116.08
3,348.35

20,357,871.00
12,820.00
10,087.64
256.90

14,541,338.00
3,350.00

(2,988.00)

Total Revenues

26,663,600.43

20,381,035.54

14,544,688.00

Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Depreciation & Amortization
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
BOD/ Commission Expenses
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Insurance Business
Legal
Promotional Items
Registration Fees/Booth Rental
Employee Relocation
Office Rent
Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Travel - Projects (Non-Emp)
Utilities

2,025,030.42
326,580.88
62,238.22
2,285.21
176,442.61
25,684.29
11,261.98
38,356.85
72,712.99
44,518.60
32,355.66
12,288.44
62,137.32
61,428.44
1,741.13
2,117.00
450.00
382,905.15
12,596.37
128,177.79
142.50
19,097.43
72,180.62
3,796.22
6,666.48

1,103,371.63
239,240.60
25,296.92
1,166.41
101,198.54
27,665.30
2,948.06
11,741.40
79,311.56
26,597.89
30,909.74
7,390.07
37,406.18
40,272.85
2,100.28
135.00
2,100.00
229,625.84
11,902.93
80,118.78

1,002,660.00
171,949.00
15,963.00
850.00
74,664.00
10,959.00
18,692.00
7,865.00
17,500.00
9,520.00
13,870.00
4,560.00
26,940.00
36,250.00
2,034.00

8,240.00
52,124.02
5,811.37
4,068.55

16,595.00
39,419.00
1,200.00
3,180.00

Total Expense

3,583,192.60

2,130,743.92

23,080,407.83

18,250,291.62

Revenue Over Expense

11-12
Projected
Year End Actual
C+D+E=F

11-12
Annual
Budget
G

34,899,209.00
12,820.00
10,449.64
256.90

34,899,209.00
5,875.00
7,000.00

(2,988.00)

34,922,735.54

34,912,084.00

(31,822.00)
103,992.00
6,576.00

2,074,209.63
515,181.60
47,835.92
2,016.41
175,862.54
35,010.30
22,179.06
19,920.40
96,811.56
41,029.89
44,279.74
13,350.07
64,846.18
81,522.85
20,854.28
135.00
10,000.00
394,325.84
12,472.93
139,868.78

4,165.00
6,708.00

1,693,052.00
12,851,636.00

7,900.00
164,700.00
370.00
45,412.00

11-12 Projected
VS
11-12 Budget
F-G=H

12-13
Annual
Budget
I

12-13 Budget
VS
11-12 Projected
I-F=J

12-13 Budget
VS
11-12 Budget
I-G=K

54,000,000.00
21,845.00
10,500.00

19,100,791.00
9,025.00
50.36
(256.90)

19,100,791.00
15,970.00
3,500.00

10,651.54

54,032,345.00

19,109,609.46

19,120,261.00

2,127,917.00
383,092.00
46,056.00
2,140.00
187,825.00
24,793.00
24,192.00
50,100.00
72,584.00
29,380.00
36,406.00
11,450.00
64,656.00
85,000.00
5,885.00
1,200.00
10,000.00
402,099.00
13,650.00
121,158.00

(53,707.37)
132,089.60
1,779.92
(123.59)
(11,962.46)
10,217.30
(2,012.94)
(30,179.60)
24,227.56
11,649.89
7,873.74
1,900.07
190.18
(3,477.15)
14,969.28
(1,065.00)
(7,773.16)
(1,177.07)
18,710.78

2,262,202.00
661,178.00
69,302.00
2,420.00
227,688.00
37,545.00
25,674.00
26,245.00
126,331.00
48,915.00
45,630.00
15,734.00
69,756.00
88,000.00
5,725.00
200.00
10,000.00
406,126.00
13,450.00
144,195.00

29,000.00
98,251.02
7,011.37
7,248.55

32,595.00
109,878.00
5,648.00
8,100.00

(3,595.00)
(11,626.98)
1,363.37
(851.45)

129,428.00

3,953,223.92

3,855,804.00

(132,416.00)

30,969,511.62

31,056,280.00

(3,614.00)
539.00
314.00
4,912.00
(500.00)
1,400.00
500.00
5,000.00
16,720.00

200.00
14,338.00

6,945.00
3,449.64
256.90

187,992.37
145,996.40
21,466.08
403.59
51,825.46
2,534.70
3,494.94
6,324.60
29,519.44
7,885.11
1,350.26
2,383.93
4,909.82
6,477.15
(15,129.28)
65.00

134,285.00
278,086.00
23,246.00
280.00
39,863.00
12,752.00
1,482.00
(23,855.00)
53,747.00
19,535.00
9,224.00
4,284.00
5,100.00
3,000.00
(160.00)
(1,000.00)

11,800.16
977.07
4,326.22

4,027.00
(200.00)
23,037.00

46,300.00
142,188.00
7,753.00
8,100.00

17,300.00
43,936.98
741.63
851.45

13,705.00
32,310.00
2,105.00

97,419.92

4,490,657.00

537,433.08

634,853.00

(86,768.38)

49,541,688.00

18,572,176.38

18,485,408.00

05/09/12
07:04 PM

General Administrative Summary w January Projections
5/9/2012

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013

Summary of All Units
This report is the Consolidated Financial Projections for current year fiscal 2011-2012
and the budget for fiscal year 2012-2013. This report is a rollup of all the departmental
financials.
The 2012-2013 Budget shows Revenues of $140,859,309, which is $20,881,095 more
than current year projections and Expenses of $139,359,043, which is $19,738,612 more
than current year projections for a 2012-2013 budgeted Revenue over Expense of
$1,500,266, which will cover some of the capital outlay this year.
The explanations for the increases in Revenues and Expenses are included in the
individual department sections of this report.

Florida Tourism Industry Marketing Corp.
OPERATING ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
Annual
Actual
B

11-12
Actual
Year to Date
C

11-12
Budget Amt
Remaining
D

14,541,338.00
192,000.00

Revenues
State of Florida Proceeds
Partner Investment
Strategic Alliances
Events Revenue
Trade Show Revenue
Welcome Center Revenue
Reimbursement Revenue
Publication Revenue
Licensing & Merchandising Revenue
Interest Income
Research Revenue
Website Revenue
Other Revenue
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value

26,647,961.00
2,153,646.97
900,275.00
1,342,519.46
601,445.00
477,304.92
193,117.95
331,911.65
1,858.60
13,842.62
102,338.00
425,990.82
614,132.27
34,841,752.00
15,095,263.12

20,357,871.00
1,631,703.86
31,223.33
951,362.43
484,271.04
275,508.33
128,385.40
134,363.90
1,186.40
10,884.81
78,179.00
120,213.15
20,553.87
10,420,926.00
7,012,059.31

197,699.00
66,470.00
210,000.00
825.00
6,335.00
11,744.00
236,500.00
15,000.00
14,931,940.00
12,512,750.00

Total Revenues

83,743,359.38

41,658,691.83

43,583,743.00

7,342,948.81
3,561,170.52
193,117.95
106,363.85
43,845.10
176,442.61
158,968.75
285,429.19
705,705.59
72,712.99
82,253.29
185,614.08
114,606.05
394,761.73
158,443.24
163,755.07
61,428.44
145,453.85
938,015.20
450.00
382,905.15
542,893.72
15,745.77
208,936.29
9,430.25
42,981.52
544,200.76
13,769.01

4,062,575.66
2,106,468.27
128,385.40
40,232.55
21,222.26
101,198.54
117,627.85
56,574.05
396,627.02
79,311.56
51,201.45
151,945.76
61,639.03
130,018.48
5,870.58
58,420.18
41,105.51
21,881.96
776,003.21
2,100.00
229,625.84
251,895.45
12,980.81
125,201.10
6,097.60
23,488.29
339,318.07
20,464.96

3,566,884.00
2,613,974.50
66,470.00
33,032.00
14,770.00
74,664.00
54,585.00
221,218.44
224,337.00
17,500.00
29,965.00
40,777.00
54,240.00
284,804.00
420,000.00
99,440.00
36,250.00
25,121.00
415,239.00
7,900.00
164,700.00
261,474.00
573.00
76,874.50

Expenses
Salaries & Benefits
Fees & Services
Citrus Juice
Office & Computer Supplies
Decorations
Depreciation & Amortization
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
BOD/ Commission Expenses
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Grants
Insurance Business
Legal
Promotional Items
Registration Fees/Booth Rental
Employee Relocation
Office Rent
Research Project
Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Travel- Advertising Agent

661,142.00

26,195.00
308,243.00
10,730.00

11-12
Projections
Adjustments
E

11-12
Projected
Year End Actual
C+D+E=F

11-12
Annual
Budget
G

5,797.00
(40,158.00)
84,213.00
38,152,863.00
(3,716,919.00)

34,899,209.00
1,970,999.86
78,523.33
1,646,153.43
484,271.04
466,920.33
220,480.40
346,763.90
2,011.40
17,219.81
95,720.00
316,555.15
119,766.87
63,505,729.00
15,807,890.31

1,586,185.00
625,393.00
478,126.00
159,528.00
355,000.00
1,980.00
13,770.00
87,963.00
473,000.00
102,550.00
28,700,000.00
21,678,225.00

(120,000.14)
78,523.33
59,968.43
(141,121.96)
(11,205.67)
60,952.40
(8,236.10)
31.40
3,449.81
7,757.00
(156,444.85)
17,216.87
34,805,729.00
(5,870,334.69)

34,735,779.00

119,978,213.83

91,251,929.00

28,726,284.83

7,601,449.66
3,953,055.77
220,480.40
87,927.55
56,401.26
175,862.54
180,325.85
307,830.49
649,958.02
96,811.56
94,148.45
192,896.76
133,082.03
418,725.48
446,882.58
158,360.18
82,355.51
98,375.96
1,221,169.21
10,000.00
394,325.84
623,269.45
13,994.81
221,197.60
9,097.60
59,744.29
728,227.07
67,006.96

7,860,026.00
4,506,393.00
159,528.00
90,360.00
53,973.00
187,825.00
170,040.00
334,732.00
742,036.00
72,584.00
81,117.00
199,460.00
137,642.00
440,822.00
420,000.00
160,906.00
85,000.00
84,901.00
1,102,699.00
10,000.00
402,099.00
538,698.00
14,470.00
198,883.00

147,296.00
47,300.00
33,649.00
(6,287.00)
25,625.00
2,400.00

(28,010.00)
(767,387.00)
25,625.00
14,663.00
20,409.00
8,113.00
30,038.00
28,994.00
12,982.00
174.00
17,203.00
3,903.00
21,012.00
500.00
5,000.00
51,373.00
29,927.00

109,900.00
441.00
19,122.00
3,000.00
10,061.00
80,666.00
35,812.00

34,899,209.00
2,091,000.00

11-12 Projected
VS
11-12 Budget
F-G=H

66,644.00
744,722.66
28,200.00

(258,576.34)
(553,337.23)
60,952.40
(2,432.45)
2,428.26
(11,962.46)
10,285.85
(26,901.51)
(92,077.98)
24,227.56
13,031.45
(6,563.24)
(4,559.97)
(22,096.52)
26,882.58
(2,545.82)
(2,644.49)
13,474.96
118,470.21
(7,773.16)
84,571.45
(475.19)
22,314.60
9,097.60
(6,899.71)
(16,495.59)
38,806.96

12-13
Annual
Budget
I

12-13 Budget
VS
11-12 Projected
I-F=J

54,000,000.00
1,971,000.00
77,000.00
1,932,828.00
778,893.00
478,126.00
220,080.00
218,000.00

12-13 Budget
VS
11-12 Budget
I-G=K

19,100,791.00
(120,000.00)
77,000.00
346,643.00
153,500.00

17,400.00
77,982.00
821,100.00
37,500.00
54,800,000.00
25,429,400.00

19,100,791.00
0.14
(1,523.33)
286,674.57
294,621.96
11,205.67
(400.40)
(128,763.90)
(2,011.40)
180.19
(17,738.00)
504,544.85
(82,266.87)
(8,705,729.00)
9,621,509.69

140,859,309.00

20,881,095.17

49,607,380.00

8,871,626.00
5,712,777.00
220,080.00
129,351.00
83,003.00
586,021.00
188,711.00
356,625.00
908,980.00
126,331.00
101,979.00
205,371.00
151,535.00
437,190.00
880,000.00
165,706.00
88,000.00
157,577.00
1,352,902.00
10,000.00
412,126.00
589,962.00
15,370.00
257,490.00
95,501.00
1,055,413.00
31,920.00

1,270,176.34
1,759,721.23
(400.40)
41,423.45
26,601.74
410,158.46
8,385.15
48,794.51
259,021.98
29,519.44
7,830.55
12,474.24
18,452.97
18,464.52
433,117.42
7,345.82
5,644.49
59,201.04
131,732.79
17,800.16
(33,307.45)
1,375.19
36,292.40
(9,097.60)
35,756.71
327,185.93
(35,086.96)

60,552.00
(137,000.00)
(1,980.00)
3,630.00
(9,981.00)
348,100.00
(65,050.00)
26,100,000.00
3,751,175.00

1,011,600.00
1,206,384.00
60,552.00
38,991.00
29,030.00
398,196.00
18,671.00
21,893.00
166,944.00
53,747.00
20,862.00
5,911.00
13,893.00
(3,632.00)
460,000.00
4,800.00
3,000.00
72,676.00
250,203.00
10,027.00
51,264.00
900.00
58,607.00
28,857.00
310,690.34
3,720.00

Operating Summary w January Projections
5/10/2012

Travel - Projects (Non-Emp)
Uniforms
Utilities
Warehouse-Rent
Agency Fees
Media
Production
Media Strategic Alliance
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value

513,906.95
13,747.87
98,628.04
31,099.80
1,145,195.25
12,171,532.05
1,488,986.41
749,100.60
34,841,752.00
15,095,263.12

101,249.71
9,544.36
59,040.00
17,333.90
974,740.30
4,954,987.79
1,618,153.83
20,833.33
10,420,926.00
7,012,059.31

Total Expense

82,801,560.87
941,798.51

Revenue Over Expense

246,905.00
12,129.00
42,622.00
14,303.00
756,548.00
9,596,089.00
604,877.00

185,953.00
3,640.00
163.00

14,931,940.00
12,512,750.00

921,310.00
1,994,635.00
(269,265.00)
138,057.00
38,152,863.00
(3,716,919.00)

534,107.71
25,313.36
101,825.00
31,636.90
2,652,598.30
16,545,711.79
1,953,765.83
158,890.33
63,505,729.00
15,807,890.31

34,608,349.97

47,868,123.44

37,143,958.00

7,050,341.86

(4,284,380.44)

(2,408,179.00)

559,921.72
25,428.00
110,442.00
33,632.00
1,492,342.00
17,821,504.00
1,812,906.00
28,700,000.00
21,678,225.00

(25,814.01)
(114.64)
(8,617.00)
(1,995.10)
1,160,256.30
(1,275,792.21)
140,859.83
158,890.33
34,805,729.00
(5,870,334.69)

912,401.00
21,976.00
109,741.00
34,257.00
2,359,242.00
29,943,702.00
2,521,577.00
35,200.00
54,800,000.00
25,429,400.00

378,293.29
(3,337.36)
7,916.00
2,620.10
(293,356.30)
13,397,990.21
567,811.17
(123,690.33)
(8,705,729.00)
9,621,509.69

352,479.28
(3,452.00)
(701.00)
625.00
866,900.00
12,122,198.00
708,671.00
35,200.00
26,100,000.00
3,751,175.00

119,620,431.41

91,128,161.38

28,492,270.03

139,359,043.00

19,738,611.59

48,230,881.62

357,782.42

123,767.62

234,014.80

1,500,266.00

1,142,483.58

1,376,498.38

05/10/12
10:46 AM

Operating Summary w January Projections
5/10/2012

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Overview of Proposed Budget for Fiscal Year 2012-2013
FRLA Marketing Budget
The Hotel and Restaurant Trust Fund was appropriated by the State of Florida to be transferred to VISIT
FLORIDA to contract with the Florida Restaurant and Lodging Association (FRLA) to develop a
coordinated marketing, media and events program to promote Florida tourism by residents of the state.
Co-op Advertising Revenue and offsetting Expense will match the funding since this campaign shall
require a private matching program.

Florida Tourism Industry Marketing Corp.
FRLA MARKETING PROGRAM ROLLUP
Departmental Financial with Comparison
For the Seven Months Ending January 31, 2012
10-11
11-12
11-12
11-12
11-12
11-12 11-12 Projected
Annual
Actual
Budget Amt Projections
Projected
Annual
VS
Actual Year to Date Remaining Adjustments Year End Actual Budget 11-12 Budget
B
C
D
E
C+D+E=F
G
F-G=H

12-13
Annual
Budget
I

12-13 Budget
VS
11-12 Projected
I-F=J

12-13 Budget
VS
11-12 Budget
I-G=K

Revenues
Hotel Restaurant Trust Fund
Co-op Adv Rev-FRLA Mktg Program

$2,000,000.00
2,000,000.00

$2,000,000.00
2,000,000.00

$2,000,000.00
2,000,000.00

Total Revenues

$4,000,000.00

$4,000,000.00

$4,000,000.00

2,000,000.00
2,000,000.00

2,000,000.00
2,000,000.00

2,000,000.00
2,000,000.00

$4,000,000.00

$4,000,000.00

$4,000,000.00

Expenses
Media-FRLA Mktg Program
Co-op Adv Exp-FRLA Mktg Program
Total Expense
Revenue Over Expense

$0.00

$0.00

$0.00

05/10/12
11:22 AM

FRLA Marketing Program Rollup w January Projections
5/10/2012

VISIT FLORIDA
Proposed Capital Budget
Year 2012-2013

Asset Cost

Annual
Depreciation/A
mortization
Expense

Asset Life
FY12/13
Depreciation/A in Months
for
mortization
Depr/Amort
Expense

$
$
$
$
$
$

8,000
10,000
12,000
3,000
3,000
10,975

$
$
$
$
$
$

2,667
3,333
4,000
1,000
1,000
3,658

$
$
$
$
$
$

2,667
3,333
4,000
1,000
1,000
3,658

$

46,975

$

15,658

$

15,658

$
$
$

6,000
7,995
3,800

$
$
$

1,200
1,599
760

$
$
$

1,200
1,599
760

$

17,795

$

3,559

$

3,559

Jan

$

500,000

$

100,000

$

50,000

60 1/2 of annual depr since starting in Jan

Jan
Jan
October
July
July

$ 300,000
$ 2,000,000

65,000
6,363
3,525

$
$
$
$
$

100,000
666,666
13,000
909
504

$
$
$
$
$

50,000
333,333
9,750
909
504

36 1/2 of annual depr since starting in Jan
36 1/2 of annual depr since starting in Jan
60 3/4 of annual depr since starting in Oct
84
84

Total Corporate

$ 2,874,888

$

881,079

$

444,496

Total All-Budgeted

$ 2,939,658

$

900,296

$

463,713

Description

Notes

Computer & Software

VEAM Virtualization Backup Software
VPN Appliance
4 Laptops (CEO, CFO, CMO, IT Manager)
Mac Laptop for Creative Services Manager
KVM Switch
Video Conferencing Solution

July
July
July
July
July
July

Total Computer Hardware & Software

36
36
36
36
36
36

Visitor Services

Interstate Exit Signs for Welcome Centers (WC's)
Public Address Systems-I10, I95, 231 WC's
Floor Scrubber-231 WC

July
July
July

Total Visitor Services
Corporate
New Customer Relationship Management System and
Accounting Package
New VF.org Redesign & Rebuild with Marketing Planner
New VF.com Redesign & Rebuild

VOIP Phones and Integration
Lobby Tourism Council Plaque for Lobby
VISIT FLORIDA Purpose Plaque for Lobby

$
$
$

60
60
60

Florida Tourism Industry Marketing Corporation
Analysis of Financial Statements
March 31, 2012

BALANCE SHEET
Assets

Cash balances of $17,166,723 include $2,164,882 in the Economic Risk Fund.
Accounts Receivable of $5,064,391 consists primarily of amounts due from the State of Florida.
Prepaid Expenses amount to $1,097,173 and consist of expenditures made in advance of scheduled events.

Liabilities and Net Assets
Encumbered Funds (Accruals) of $8,198,891 are comprised primarily of amounts committed to production and
advertising programs through our agencies.
Accounts Payable of $38,318 are for invoices received during the month and not yet due for payment.
Deferred Revenue of $326,333 consists of Welcome Center Brochure/Transparency rental with the remainder
for various future events.

OPERATING INCOME STATEMENT
Revenue

Partner Investment of $1,862,593 year-to-date is under budget $66,407 with year-end shortfall projected at
$120,000.
Strategic Alliance Revenue of $58,970 year-to-date is over budget due to unbudgeted Dollar and Hertz
Alliances.
Events Revenue of $1,374,483 year-to-date is over budget $83,563 due to IMEX America $13,800,
International French Travel Market $21,805, ITB $39,640, World Travel Market $27,377, ABAV $17,500 and
unbudgeted Florida Berlin Night $15,200, offset by FIT $28,625 and Gramados $12,170.
Trade Show Revenue of $484,171 year-to-date is under budget $141,222 due to Governor’s Conference
$95,122 and Encounter $46,100.
Website Revenue of $208,318 year-to-date is under budget $146,432 due to the Consumer Website.
Other Revenue of $25,287 year-to-date is under budget $69,763 due to Share A Little Sunshine $60,000.

1

Florida Tourism Industry Marketing Corporation
Analysis of Financial Statements
March 31, 2012

Expense

Salaries & Benefits are under budget $201,724 year-to-date due to open positions.
Fees & Services are over budget $230,329 year-to-date due to Consultant for CRM $62,500, International
Website $10,144, the Consumer Website $119,765, Contracted Content $29,211, unbudgeted Viva Florida
$159,815 and Florida Berlin Night $10,620, offset by timing of Dialogue Program $25,000 and African
American and Hispanic American Public Relations Fees $68,580, and savings for PR website $20,000.
Printing/Copying/Photo is under budget $80,959 year-to-date due to Florida Map $35,641 with the remainder
due to timing, offset by Vacation Guide $16,170.
Business Promotion is under budget $118,195 year-to-date due to cancelled Legislative Dinner-Washington
$25,000, Governor’s Conference $10,069 and Encounter $33,037, offset by unbudgeted Florida Berlin Night
$15,773.
Promotional Items are under budget $37,518 year-to-date due to timing.
Registration Fees/Booth Rental are over budget $99,803 year-to-date due to IMEX America $17,210, Routes
$15,548, International French Travel Market $24,446, ITB $13,818, World Travel Market $53,000 and ABAV
$21,750 offset by FIT $16,600 and Gramados $10,337.
Research Project is over budget $53,696 year-to-date due to unbudgeted Economic Impact Study $65,000,
offset by cancellation of Usability Study $20,000.
Travel is under budget $88,148 year-to-date with $16,000 due to savings with the remainder due to timing.
Travel Projects Non-Employee is under budget $219,364 year-to-date due to Encounter $39,334 and timing
for Promotions $157,276.
Agency Fees are over budget $398,719 year-to-date due to hiring new agency SapientNitro.
Media is under budget $3,135,929 year-to-date due to Share A Little Sunshine media transferred to
production $165,000, savings of $1,275,792 with the remainder due to timing.
Production is over budget $142,250 year-to-date due to Share A Little Sunshine $139,319.
Media Strategic Alliance is over budget $150,390 due to advertising related to our Strategic Alliances.
Industry-Contributed Promotional Value is over budget $6,998,686 year-to-date.
Industry-Cooperative Advertising Value is under budget $3,296,662 year-to-date.

2

Florida Tourism Industry Marketing Corporation, Inc. dba VISIT FLORIDA
Statement of Cash Flow
March 31, 2012

Cash flows from operating activities:
Revenue over expense as of 3/31/12 - Operating
Add back depreciation - not actual cash outlay
Changes in assets and liabilities:
Accounts receivable
Advances and Prepaid Expenses
Accruals, Accounts and Sales Taxes Payable
Deferred Revenue
Cash spent on additions to property and equipment

Net increase/(decrease) in Cash 3/31/12
Beginning Balance of Cash at 6/30/11
Ending Balance of Cash at 3/31/12

$5,362,895
127,583
9,463
(597,017)
(205,037)
(509,923)
(20,389)

$4,167,576
12,999,147
$17,166,723

3
5/16/2012, 11:31 AM

12-3 Cash Flow Mar 2012.xls\ Statement of Cash Flow-Board

UNAUDITED

UNAUDITED

Florida Tourism Industry Marketing Corporation
Balance Sheet
As of March 31, 2012

3/31/2012

6/30/2011

Year-to-Year CHANGE

Assets
Current Assets
Cash:
Operating Accounts
Economic Risk Fund
Depository Accounts
Total Cash Available

$9,489,331
2,164,882
5,512,510

Accounts Receivable
Advances
Prepaid Expenses
Total Current Assets
Fixed Assets
Furniture
Equipment
Computer Equipment and Software
Leasehold Improvements
Accumulated Depreciation
Total Fixed Assets

Total Assets

5/16/2012, 11:28 AM

$2,221,381
2,164,855
8,612,910

$7,267,950
27
(3,100,401)

17,166,723

12,999,147

5,064,391
12,561
1,097,173

5,073,855
10,732
501,985

23,340,847

18,585,718

335,774
134,498
863,912
273,216
(1,414,456)

335,774
138,480
890,428
273,216
(1,337,762)

(9,463)
1,829
595,188
4,755,129

0
(3,983)
(26,516)
0
(76,695)

192,943

300,136

$23,533,790

$18,885,854

4

4,167,576

(107,193)

$4,647,936

12-3 Mar Fin-Monthly and Board.xls, Balance Sheet-Board

UNAUDITED

UNAUDITED

Florida Tourism Industry Marketing Corporation
Balance Sheet
As of March 31, 2012

3/31/2012

6/30/2011

Year-to-Year CHANGE

Liabilities and Net Assets
Current Liabilities
Encumbered Funds (Accruals)
Accounts & Sales Tax Payable
Deferred Revenue

$8,198,891
38,318
326,333

Total Current Liabilities

$7,558,138
884,108
836,256
8,563,542

$640,753
(845,789)
(509,923)
9,278,501

(714,960)

Net Assets
Prior Years (Unrestricted)

7,442,498

Current Year Operating

5,362,895

Economic Risk Fund (Restricted)

2,164,855

Total Net Assets
Total Liabilities and Net Assets

5/16/2012, 11:28 AM

7,442,498

0
5,362,895

2,164,855

0

14,970,248

9,607,353

5,362,895

$23,533,790

$18,885,854

$4,647,936

5

12-3 Mar Fin-Monthly and Board.xls, Balance Sheet-Board

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Operating
Consolidated Statement of Income and Expense
Nine Months Ended March 31, 2012

Month
Actual
Revenues
State of Florida Proceeds
Partner Investment
Strategic Alliances
Events Revenue
Trade Show Revenue
Welcome Center Revenue
Reimbursement Revenue
Publication Revenue
Licensing & Merchandising Revenue
Interest Income
Research Revenue
Website Revenue
Other Revenue
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value
Total Revenues

Expenses
Salaries & Benefits
Fees & Services
Citrus Juice
Office & Computer Supplies
Decorations
Depreciation
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
BOD/ Commission Expenses
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Grants
Insurance Business
Legal
Promotional Items
Registration Fees/Booth Rental
Employee Relocation

5/16/2012, 11:38 AM

2,908,268
91,496
5,977
335,272
(100)
39,614
18,488

Budget

2,908,268
10,000

Variance

Year-to-Date
Actual

Year-to-Date
Budget

Year-to-Date
Variance

40,439
13,294

81,496
5,977
42,355
(100)
(825)
5,194

1,506
8,846
88,105
33
9,941,673
1,535,374

165
1,350
5,947
118,250
3,750
4,326,388
2,119,125

(165)
156
2,899
(30,145)
(3,717)
5,615,285
(583,751)

26,174,406
1,862,593
58,970
1,374,483
484,171
356,035
177,897
331,764
1,412
13,857
87,600
208,318
25,287
27,919,522
10,089,938

14,974,550

9,839,893

5,134,657

69,166,252

65,706,642

584,102
391,187
18,488
6,822
4,733
13,025
13,983
25,941
37,347
27
4,320
10,978
17,271
37,043
5,000
78,517
6,079
4,602
246,566
300

613,306
397,680
13,294
9,029
3,812
15,157
13,980
15,097
47,507

5,318,030
2,782,196
177,897
66,780
29,271
127,583
142,075
236,621
466,565
79,455
63,410
171,252
87,808
216,062
18,371
142,847
53,146
32,172
1,054,467
2,700

5,519,754
2,551,868
119,646
73,866
46,182
143,830
142,558
317,581
584,760
55,084
62,149
174,373
104,421
231,975
20,000
144,742
66,250
69,690
954,664
2,700

292,917

5,701
9,474
11,468
40,609
10,000
5,388
11,250
7,450
223,591
300

(29,204)
(6,492)
5,194
(2,207)
921
(2,132)
3
10,844
(10,160)
27
(1,381)
1,504
5,803
(3,567)
(5,000)
73,129
(5,171)
(2,848)
22,975

6

26,174,406
1,929,000
1,290,920
625,393
361,305
119,646
355,000
1,485
10,085
82,166
354,750
95,050
20,920,836
13,386,600

(66,407)
58,970
83,563
(141,222)
(5,270)
58,251
(23,236)
(73)
3,772
5,434
(146,432)
(69,763)
6,998,686
(3,296,662)
3,459,610

(201,724)
230,329
58,251
(7,086)
(16,911)
(16,247)
(483)
(80,959)
(118,195)
24,371
1,261
(3,121)
(16,613)
(15,913)
(1,629)
(1,895)
(13,104)
(37,518)
99,803

Budget
Remaining

Annual
Budget

8,724,803
162,000

34,899,209
2,091,000

295,265

495
3,685
5,797
118,250
7,500
7,779,164
8,291,625

1,586,185
625,393
478,126
159,528
355,000
1,980
13,770
87,963
473,000
102,550
28,700,000
21,678,225

25,545,287

91,251,929

2,340,272
1,954,526
39,882
16,494
7,791
43,995
27,482
17,151
157,276
17,500
18,968
25,087
33,221
208,847
400,000
16,164
18,750
15,211
148,035
7,300

7,860,026
4,506,393
159,528
90,360
53,973
187,825
170,040
334,732
742,036
72,584
81,117
199,460
137,642
440,822
420,000
160,906
85,000
84,901
1,102,699
10,000

116,821
39,882

12-3 Mar Fin-Monthly and Board.xls, Consolidated Oper

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Operating
Consolidated Statement of Income and Expense
Nine Months Ended March 31, 2012

Month
Actual
Office Rent
Research Project
Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Travel- Advertising Agent
Travel - Projects (Non-Emp)
Uniforms
Utilities
Warehouse-Rent
Agency Fees
Media
Production
Media Strategic Alliance
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value
Total Expense
Revenue Over Expense

5/16/2012, 11:38 AM

Budget

32,940
101,125
169
22,681

32,940
34,459

1,249
73,205
(684)
66,907
4,664
6,280
4,014
217,379
2,207,079
60,048
70,723
9,941,673
1,535,374

3,300
68,193
2,920
65,955

15,851,159
(876,609)

Variance

Year-to-Date
Budget

Year-to-Date
Variance

4,326,388
2,119,125

(2,051)
5,012
(3,604)
952
4,664
(1,030)
318
66,887
(211,558)
(20,985)
70,723
5,615,285
(583,751)

295,506
390,007
13,501
171,494
6,768
24,737
450,277
30,292
199,697
17,028
73,489
23,425
1,435,497
9,664,136
1,578,945
150,390
27,919,522
10,089,938

20,920,836
13,386,600

10,783,781

5,067,378

63,803,357

62,939,296

864,061

67,279

5,362,895

2,767,346

2,595,549

15,241

7,310
3,696
150,492
2,418,637
81,033

(943,888)

(0)
66,666
169
7,440

Year-to-Date
Actual

7

303,279
336,311
14,082
152,079
51,049
538,425
21,390
419,062
25,428
85,720
25,406
1,036,778
12,800,065
1,436,695

(7,773)
53,696
(581)
19,416
6,768
(26,312)
(88,148)
8,902
(219,364)
(8,400)
(12,231)
(1,981)
398,719
(3,135,929)
142,250
150,390
6,998,686
(3,296,662)

Budget
Remaining

Annual
Budget

98,820
202,387
388
46,805

402,099
538,698
14,470
198,883

15,595
206,298
6,810
140,860
24,722
8,226
455,564
5,021,439
376,211

66,644
744,723
28,200
559,922
25,428
110,442
33,632
1,492,342
17,821,504
1,812,906

7,779,164
8,291,625

28,700,000
21,678,225

28,188,865

91,128,161

(2,643,578)

123,768

12-3 Mar Fin-Monthly and Board.xls, Consolidated Oper

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Operating
Consolidating Statement of Income and Expense
Nine Months Ended March 31, 2012
G&A

Revenues
State of Florida Proceeds
Partner Investment
Strategic Alliances
Events Revenue
Trade Show Revenue
Welcome Center Revenue
Reimbursement Revenue
Publication Revenue
Licensing & Merchandising Revenue
Interest Income
Research Revenue
Website Revenue
Other Revenue
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value
Total Revenues

Expenses
Salaries & Benefits
Fees & Services
Citrus Juice
Office & Computer Supplies
Decorations
Depreciation
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
BOD/ Commission Expenses
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Grants
Insurance Business
Legal
Promotional Items
Registration Fees/Booth Rental
Employee Relocation
Office Rent
Research Project

5/16/2012, 11:39 AM

Sales

Marketing

Visitor Svs

Industry Rel

26,174,406
1,862,593
58,970
12,715

1,328,629
484,171

9,364

30,199

2,940

125,000

356,035
177,897
197,400
1,412
5,718

8,139

Actual

Budget

26,174,406
1,929,000

26,174,406
1,862,593
58,970
1,374,483
484,171
356,035
177,897
331,764
1,412
13,857
87,600
208,318
25,287
27,919,522
10,089,938

1,290,920
625,393
361,305
119,646
355,000
1,485
10,085
82,166
354,750
95,050
20,920,836
13,386,600

(66,407)
58,970
83,563
(141,222)
(5,270)
58,251
(23,236)
(73)
3,772
5,434
(146,432)
(69,763)
6,998,686
(3,296,662)
3,459,610

456,044

87,600
208,318
22,182
27,919,522
9,633,894

26,195,517

2,280,909

38,026,715

734,272

1,928,839

69,166,252

65,706,642

1,463,194
288,613

569,967
540,334

1,283,707
1,948,319

434,905
4,847

37,943
1,333
127,583
32,410
3,086
13,718
79,455
31,086
36,192
10,434

4,214
25,956

8,055
664

1,566,256
84
177,897
9,351
1,258

20,436
48,819
410,098

82,164
29,529
28,963

3,072
153,207
8,357

3,993
1,980
5,429

129,684
51,411
90,571

1,185
2,516
(86)
18,371

32,324
4,074
19,541
125,577

117
3,906

5,318,030
2,782,196
177,897
66,780
29,271
127,583
142,075
236,621
466,565
79,455
63,410
171,252
87,808
216,062
18,371
142,847
53,146
32,172
1,054,467
2,700
295,506
390,007

5,519,754
2,551,868
119,646
73,866
46,182
143,830
142,558
317,581
584,760
55,084
62,149
174,373
104,421
231,975
20,000
144,742
66,250
69,690
954,664
2,700
303,279
336,311

257

48,730
52,314
2,661

2,700

147

7,217
59

94,117
22,801
1,050,352

833
3,335
1,845

1,457

2,700
295,506
390,007

8

1,919
2,270

Variance

(201,724)
230,329
58,251
(7,086)
(16,911)
(16,247)
(483)
(80,959)
(118,195)
24,371
1,261
(3,121)
(16,613)
(15,913)
(1,629)
(1,895)
(13,104)
(37,518)
99,803
(7,773)
53,696

12-3 Mar Fin-Monthly and Board.xls, Consolidating Oper

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Operating
Consolidating Statement of Income and Expense
Nine Months Ended March 31, 2012
G&A

Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Travel- Advertising Agent
Travel - Projects (Non-Emp)
Uniforms
Utilities
Warehouse-Rent
Agency Fees
Media
Production
Media Strategic Alliance
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value
Total Expense
Revenue Over Expense

5/16/2012, 11:39 AM

Sales

12,263
105,815

910
15,420

9,240
63,376

197,373

7,159

67,756

4,961

10,708
23,425

Marketing

Visitor Svs

160
17,827

168
20,557
6,768
1,160
22,367

12,087
122,891
30,292
124,782

456,044
2,729,771

4,056,580

54,177,647

2,228,325

23,465,746

(1,775,671)

(16,150,932)

(1,494,053)

Budget
14,082
152,079

Variance

51,049
538,425
21,390
419,062
25,428
85,720
25,406
1,036,778
12,800,065
1,436,695

611,034

63,803,357

62,939,296

864,061

1,317,805

5,362,895

2,767,346

2,595,549

2,250
44,269

86,000

9

Actual
13,501
171,494
6,768
24,737
450,277
30,292
199,697
17,028
73,489
23,425
1,435,497
9,664,136
1,578,945
150,390
27,919,522
10,089,938

11,876

17,028
57,820
1,435,497
9,449,858
1,481,042
150,390
27,919,522
9,633,894

128,278
97,903

Industry Rel

20,920,836
13,386,600

(581)
19,416
6,768
(26,312)
(88,148)
8,902
(219,364)
(8,400)
(12,231)
(1,981)
398,719
(3,135,929)
142,250
150,390
6,998,686
(3,296,662)

12-3 Mar Fin-Monthly and Board.xls, Consolidating Oper

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Departmental Statement of Expense
Nine Months Ended March 31, 2012

Month
Actual
General & Administrative Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Depreciation & Amortization
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
BOD/ Commission Expenses
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Insurance Business
Legal
Promotional Items
Registration Fees/Booth Rental
Employee Relocation
Office Rent
Taxes and Licenses
Telephone
Training
Travel
Travel - Projects (Non-Emp)
Utilities
Total General & Administrative Expense

Budget

142,012
29,093
4,858

Year-to-Date
Variance

16,435
15,530
172
(297)
(16,247)
9,502
(13,623)
(31,907)
24,371
7,971
8,200
1,729
238
(13,936)
(2,440)
(1,200)
(7,773)
(1,202)
12,159
(17,260)
(15,177)
1,711
(1,339)

7,300
98,820
185
27,502
6,095
31,325
200
1,800

2,127,917
383,092
46,056
2,140
187,825
24,793
24,192
50,100
72,584
29,380
36,406
11,450
64,656
85,000
5,885
1,200
10,000
402,099
13,650
121,158
32,595
109,878
5,648
8,100

(24,384)

1,101,649

3,855,804

411

8,955
3,300
3,902
500
600

2,700
295,506
12,263
105,815
9,240
63,376
7,159
4,961

265,743

308,012

(42,269)

2,729,771

2,754,155

300
32,940

1,463,194
288,613
37,943
1,333
127,583
32,410
3,086
13,718
79,455
31,086
36,192
10,434
48,730
52,314
2,661

Year-to-Date
Budget

(0)
9
3,150
(2,300)
4,206
(500)
(189)

(135)
300
32,940
9
12,105
1,000
8,108

1,755
2,728
915
5,388
11,250
1,250

(18,740)
(7,821)
1,059
(170)
(2,132)
(559)
(10,663)
(775)
27
(533)
(127)
319
26
(5,171)
(1,250)
(135)

Year-to-Date
Actual

1,446,759
273,083
37,771
1,630
143,830
22,908
16,709
45,625
55,084
23,115
27,992
8,705
48,492
66,250
5,101
1,200
2,700
303,279
13,465
93,656
26,500
78,553
5,448
6,300

13,025
4,461
160
820
27
1,222
2,601
1,234
5,414
6,079

160,751
36,914
3,799
170
15,157
5,020
10,823
1,595

Variance

Budget
Remaining

681,158
110,009
8,285
510
43,995
1,885
7,483
4,475
17,500
6,265
8,414
2,745
16,164
18,750
784

Annual
Budget

10
5/16/2012, 11:30 AM

12-3 Mar Fin-Monthly and Board.xls, Departmental Exp

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Departmental Statement of Expense
Nine Months Ended March 31, 2012

Month
Actual

Sales Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Rental
Postage & Freight
Fulfillment
Grants
Insurance Business
Promotional Items
Registration Fees/Booth Rental
Taxes and Licenses
Telephone
Travel
Travel - Projects (Non-Emp)
Utilities
Warehouse-Rent
Agency Fees
Media
Production
Industry-Cooperative Advertising Value
Total Sales Expense

65,521
62,861
203
4,469
535
24,122
31,238
8,077
11,816
12,031
73,103
2,979
246,141
160
2,411
34,874
2,501

Budget

69,063
51,066
193
3,642
1,620
1,570
36,815
6,320
6,534
12,707

2,300
221,986
1,656
35,971
10,856

Variance

Year-to-Date
Actual

Year-to-Date
Budget

Year-to-Date
Variance

(3,542)
11,795
10
827
(1,085)
22,552
(5,577)
1,757
5,282
(676)

569,967
540,334
4,214
25,956
20,436
48,819
410,098
129,684
51,411
90,571

621,567
514,161
1,485
42,817
26,810
53,209
471,528
141,132
58,487
94,666

(51,600)
26,174
2,729
(16,861)
(6,374)
(4,390)
(61,430)
(11,448)
(7,076)
(4,095)

73,103
679
24,155
160
755
(1,097)
(8,355)

94,117
22,801
1,050,352
910
15,420
197,373
67,756
10,708
23,425

96,250
36,331
947,378
449
15,015
208,856
127,435
5,500
25,406

(2,134)
(13,530)
102,974
461
405
(11,483)
(59,679)
5,208
(1,981)
5,369
(6,118)
256,044

4,014

3,696

318

15,978

13,500

2,478

128,278
97,903
456,044

122,909
104,021
200,000

603,033

479,495

123,538

4,056,580

3,915,411

141,169

Budget
Remaining

269,206
146,228
659
4,301
860
5,299
112,464
7,113
17,287
40,183
240,000
7,787
143,310
203
4,872
89,677
16,846
1,530
8,226
4,092
39,699
1,160

1,161,002

Annual
Budget

890,773
660,389
2,144
47,118
27,670
58,508
583,992
148,245
75,774
134,849
240,000
96,250
44,118
1,090,688
652
19,887
298,533
144,281
7,030
33,632
4,092
162,608
105,181
200,000
5,076,413

11
5/16/2012, 11:30 AM

12-3 Mar Fin-Monthly and Board.xls, Departmental Exp

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Departmental Statement of Expense
Nine Months Ended March 31, 2012

Month
Actual

Marketing Expense
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Grants
Legal
Promotional Items
Registration Fees/Booth Rental
Research Project
Taxes and Licenses
Telephone
Training
Travel
Travel- Advertising Agent
Travel - Projects (Non-Emp)
Agency Fees
Media
Production
Media Strategic Alliance
Industry-Contributed Promotional Value
Industry-Cooperative Advertising Value
Total Marketing Expense

Budget

Variance

156,641
294,697
46
15
8,860
1,194
3,297

154,169
309,663
3,460
7,153
2,479
7,200

2,472
(14,966)
(3,414)
15
1,707
(1,285)
(3,903)

235

786

(551)

5,000

10,000

(5,000)

1,372
560
101,125

3,900
1,605
34,459

(2,528)
(1,045)
66,666

3,780

1,431

2,350

20,009
(684)
64,406
217,379
2,169,102
60,048
70,723
9,941,673
1,535,374
14,654,852

Year-to-Date
Actual

1,283,707
1,948,319
8,055
664
82,164
29,529
28,963

Year-to-Date
Budget

1,387,521
1,754,100
16,174
84,169
43,669
38,011
540

4,326,388
2,119,125

(3,109)
(3,604)
9,807
66,887
(215,035)
(20,985)
70,723
5,615,285
(583,751)

1,185
2,516
(86)
18,371
833
3,335
1,845
390,007
160
17,827
12,087
122,891
30,292
124,782
1,435,497
9,449,858
1,481,042
150,390
27,919,522
9,633,894

20,920,836
13,186,600

9,678,117

4,976,735

54,177,647

53,280,684

23,118
2,920
54,599
150,492
2,384,137
81,033

5,797
20,000
22,435
4,501
336,311
13,217
18,000
163,627
21,390
286,179
1,036,778
12,588,156
1,332,674

Year-to-Date
Variance

(103,814)
194,219
(8,119)
664
(2,005)
(14,139)
(9,048)
(540)
1,185
(3,281)
(86)
(1,629)
833
(19,100)
(2,656)
53,696
160
4,610
(5,913)
(40,736)
8,902
(161,397)
398,719
(3,138,298)
148,368
150,390
6,998,686
(3,552,706)
896,963

Budget
Remaining

Annual
Budget

596,549
1,691,230
2,113
2,550
23,943
2,574
28,002
540
7,100
2,580
90,000
160,000

1,984,070
3,445,330
18,287
2,550
108,112
46,243
66,013
1,080
7,100
8,377
90,000
180,000

6,150
3,230
202,387

28,585
7,731
538,698

4,684
8,500
53,062
6,810
123,814
451,472
4,935,740
375,051

17,900
26,500
216,689
28,200
409,993
1,488,250
17,523,896
1,707,725

7,779,164
8,291,625

28,700,000
21,478,225

24,848,870

78,129,554

12
5/16/2012, 11:30 AM

12-3 Mar Fin-Monthly and Board.xls, Departmental Exp

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Departmental Statement of Expense
Nine Months Ended March 31, 2012

Month
Actual

Visitor Services Expenses
Salaries & Benefits
Fees & Services
Citrus Juice
Office & Computer Supplies
Decorations
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Repairs and Maintenance
Equipment Rental
Postage & Freight
Fulfillment
Promotional Items
Taxes and Licenses
Telephone
Temp. Labor
Training
Travel
Uniforms
Utilities
Total Visitor Services Expense

Budget

Year-to-Date
Variance

1,614,420
100
119,646
12,737
1,460
3,867
189,289
10,146
38,494
4,299
24,387
137,309
1,408
168
21,456

(48,164)
(16)
58,251
(3,386)
(202)
(795)
(36,082)
(1,789)
(6,170)
(225)
(4,846)
(11,732)
49

623,965

2,049
23,798
25,428
73,920

(899)
6,768
(889)
(1,431)
(8,400)
(16,100)

7,152

249
1,700
4,664
(840)

1,566,256
84
177,897
9,351
1,258
3,072
153,207
8,357
32,324
4,074
19,541
125,577
1,457
168
20,557
6,768
1,160
22,367
17,028
57,820

21,392

2,049
30,827
25,428
95,312

6,929

2,228,325

2,304,381

(76,056)

809,347

3,113,728

176,276

179,380

(3,104)

18,488
1,337
249
113
281
1,009
3,098
300
3,860
25,012
252

13,294
1,277

5,194
60
249
(74)
281
562
(848)
(76)
1,102
(2,890)
252

2,835

2,384

187
447
3,946
376
2,758
27,902

249
3,152
4,664
5,870

6,710

247,042

240,113

1,452

Year-to-Date
Actual

Year-to-Date
Budget

Variance

451

Budget
Remaining

39,882
4,337
155
374
460
3,785
12,163
1,610
7,954
78,664
425

7,029

Annual
Budget

2,238,385
100
159,528
17,074
1,615
4,241
189,749
13,931
50,657
5,909
32,341
215,973
1,833
168
28,608

13
5/16/2012, 11:30 AM

12-3 Mar Fin-Monthly and Board.xls, Departmental Exp

UNAUDITED

UNAUDITED
Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA
Departmental Statement of Expense
Nine Months Ended March 31, 2012

Month
Actual

Industry Relations Expenses
Salaries & Benefits
Fees & Services
Office & Computer Supplies
Decorations
Dues & Subscriptions
Printing/ Copying/ Photo
Business Promotion
Equipment Rental
Postage & Freight
Promotional Items
Registration Fees/Booth Rental
Telephone
Training
Travel
Media
Total Industry Relations Expense

Budget

43,653
4,536
379

Variance

Year-to-Date
Actual

49,943
36
300

(6,290)
4,500
79

127

225
1,450
50
475

15
(40)
(467)
(50)
(348)

1,550

815

735

7,062
22,000

3,750
21,000

3,312
1,000

434,905
4,847
7,217
59
3,993
1,980
5,429
117
3,906
1,919
2,270
11,876
2,250
44,269
86,000

80,489

78,044

2,445

611,034

15
185
983

Year-to-Date
Budget

Year-to-Date
Variance

Budget
Remaining

Annual
Budget

449,487
10,424
5,699
275
4,804
14,705
19,450
950
7,045
4,415
1,585
8,735
4,500
63,591
89,000

(14,582)
(5,577)
1,518
(216)
(812)
(12,725)
(14,021)
(833)
(3,139)
(2,496)
685
3,141
(2,250)
(19,322)
(3,000)

169,394
7,058
1,100
275
420
1,335
8,550
850
2,655
65
1,495
2,595
1,000
25,205
46,000

618,881
17,482
6,799
550
5,224
16,040
28,000
1,800
9,700
4,480
3,080
11,330
5,500
88,796
135,000

684,665

(73,631)

267,997

952,662

14
5/16/2012, 11:30 AM

12-3 Mar Fin-Monthly and Board.xls, Departmental Exp

Analysis of Rental Car Receipts by Month
As of April 30, 2012
Tourism Promotion Trust Fund

Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun

FY 2000-2001
$ 1,904,510.02
$ 1,436,441.69
$ 1,858,307.57
$ 1,876,730.88
$ 1,268,091.00
$ 1,461,715.90
$ 1,706,249.71
$ 1,304,599.58
$ 1,761,220.42
$ 2,312,746.35
$ 2,153,797.75
$ 2,089,154.83
$ 21,133,565.70

FY 2001-2002
$ 2,006,702.95
$ 1,539,890.37
$ 1,694,410.57
$ 1,835,128.23
$
973,135.39
$ 1,445,801.13
$ 1,504,516.83
$ 1,411,926.08
$ 1,545,960.36
$ 1,589,925.11
$ 2,029,274.31
$ 1,849,715.23
$ 19,426,386.56

FY 2002-2003
$ 1,570,683.10
$ 1,320,535.94
$ 1,498,972.09
$ 1,481,720.01
$ 1,147,837.33
$ 1,562,715.07
$ 1,189,645.04
$ 1,541,982.94
$ 1,564,297.92
$ 1,988,725.47
$ 1,915,116.53
$ 1,740,702.92
$ 18,522,934.36

FY 2003-04
$ 1,481,581.79
$ 1,400,274.10
$ 1,421,569.45
$ 1,594,061.37
$ 1,239,519.46
$ 1,445,282.76
$ 1,248,895.62
$ 1,130,395.26
$ 1,666,323.45
$ 1,792,078.50
$ 2,181,401.64
$ 1,946,022.50
$ 18,547,405.90

Collections for Fiscal Year

$

OTTED Payment

$

Visit Florida Payment
FY05-06 $18,299,209 operating
plus $2,000,000 Economic Risk
Estimated cash surplus for the year

$

$

FY 2004-05
$1,628,776.93
$1,543,869.11
$1,596,047.76
$1,590,134.26
$1,141,807.07
$1,516,329.46
$1,761,342.48
$1,649,667.14
$1,896,934.58
$2,119,204.36
$2,408,074.20
$2,161,629.54
$21,013,816.89

FY 2005-06
$2,040,587.21
$1,608,573.22
$1,544,712.98
$1,525,087.29
$1,808,665.38
$1,552,776.07
$1,718,230.47
$1,654,519.16
$1,978,016.54
$1,940,714.60
$2,402,098.29
$2,219,864.65
$21,993,845.86

FY 2006-07
$1,724,597.16
$1,701,662.97
$1,746,744.13
$1,581,353.36
$1,340,378.03
$1,549,435.38
$1,434,272.32
$1,785,058.39
$1,884,546.83
$1,600,384.45
$2,378,901.50
$2,606,689.94
$21,334,024.46

FY 2007-08
$1,880,788.86
$1,672,337.65
$1,768,683.15
$1,788,743.85
$1,407,485.46
$1,441,314.68
$1,931,726.45
$1,603,793.71
$2,011,941.69
$1,748,275.71
$2,691,504.30
$2,138,623.54
$22,085,219.05

FY 2008-2009
$2,001,314.29
$1,608,285.70
$1,632,187.12
$1,596,159.91
$1,243,384.79
$1,428,407.14
$1,469,196.28
$1,226,525.72
$1,959,931.79
$1,594,709.12
$1,825,231.23
$1,732,440.18
$19,317,773.27

FY 2009-10
$1,411,092.45
$1,338,632.37
$1,434,153.34
$1,403,301.24
$1,107,595.83
$1,326,018.59
$1,395,872.31
$1,440,285.94
$1,700,029.66
$1,635,675.23
$2,031,338.58
$1,887,312.33
$18,111,307.87

FY 2010-2011
$1,588,517.86
$1,454,589.30
$1,527,699.45
$1,518,844.12
$1,244,552.51
$1,452,134.18
$1,544,458.90
$1,497,629.36
$1,761,872.92
$1,621,187.00
$2,316,276.99
$2,006,444.09
$19,534,206.68

21,013,816.89

$ 21,993,845.86

$ 21,334,024.46

$ 22,085,219.05

$ 19,317,773.27

$ 18,111,307.87

$ 19,534,206.68

(615,275.00) $

(519,249.00) $

(541,299.00) $

(568,470.00) $

(419,740.09) $

(498,946.82) $

(567,659.00)

(18,299,209.00) $ (20,299,209.00) $ (20,299,209.00) $ (20,299,209.00) $ (23,756,616.12) $ (17,605,000.00) $ (18,177,295.00)

2,099,332.89

$

1,175,387.86

$

493,516.46

$

1,217,540.05

$ (4,858,582.94) $

7,361.05

$

789,252.68

Carry forward estimated surplus
Reconcile balance to amount per OTTED

$

2,099,332.89

$

3,274,720.75

$
$

3,768,237.21
72,805.68

$

5,058,582.94

$

200,000.00

$

207,361.05

Total estimated cash surplus at year end

$

3,274,720.75

$

3,768,237.21

$

5,058,582.94

$

200,000.00

$

207,361.05

$

996,613.73

NOTE: The Revenue Estimating Conference as of 3/2007 projected $21.2 million for the Tourism Promotion Trust Fund for the fiscal year 06-07.
NOTE: The Revenue Estimating Conference as of 3/2007 is projecting $21.7 million for the Tourism Promotion Trust Fund for the fiscal year 07-08.
NOTE: The Revenue Estimating Conference as of 11/2007 is projecting $21.8 million for the Tourism Promotion Trust Fund for the fiscal year 07-08.
NOTE: The Revenue Estimating Conference as of 3/2008 is projecting $22.1 million for the Tourism Promotion Trust Fund for the fiscal year 08-09.
NOTE: The Revenue Estimating Conference as of 11/2008 is projecting $21.2 million for the Tourism Promotion Trust Fund for the fiscal year 08-09.
NOTE: The Revenue Estimating Conference as of 3/2009 is projecting $19.8 million for the Tourism Promotion Trust Fund for the fiscal year 08-09 and $19.3 million for fiscal year 09-10
NOTE: The payment recorded in May included an audit adjustment reduction of $632,738 which per DOR was for a deposit in error for February which is the March deposit.
NOTE: For the Fiscal year ended 6/30/2009 the amount paid to VISIT FLORIDA was short of the appropriation by $1,142,593 and short to OTTED $150,609 due to a shortfall in trust fund receipts.
NOTE: The Revenue Estimating Conference as of 10/2009 is projecting $17.3 million for the Tourism Promotion Trust Fund for the fiscal year 09-10 and $18.2 million for fiscal year 10-11
NOTE: The Revenue Estimating Conference as of 2/2010 is projecting $17.6 million for the Tourism Promotion Trust Fund for the fiscal year 09-10 and $18.4 million for fiscal year 10-11
NOTE: The Revenue Estimating Conference as of 7/2010 is projecting $18.9 million for the Tourism Promotion Trust Fund for fiscal year 10-11.
NOTE: The Revenue Estimating Conference as of 3/2011 is projecting $19.4 million for the Tourism Promotion Trust Fund for fiscal year 10-11.

C:\Users\heatherf\Documents\trust fund cash receipts history 4-30-12 update

$
$
$
$
$
$
$
$
$
$

Fy 2011-2012 Increase over P/Y
1,776,604.52 $
188,086.66
1,552,261.32 $
97,672.02
1,698,866.39 $
171,166.94
1,688,001.95 $
169,157.83
1,428,315.60 $
183,763.09
1,609,985.68 $
157,851.50
1,712,831.00 $
168,372.10
1,632,660.00 $
135,030.64
1,870,033.00 $
108,160.08
2,007,782.00 $
386,595.00

$ 16,977,341.46

$

1,765,855.86

NEED NEW CHART!!!!!!!!!!!!

*Please note: this count represents a parent/child hierarchy

KF to insert new chart

Florida Concierge/Reservation Service
The Florida Concierge/Reservation service is a customer service program
designed to assist visitors with Florida travel reservations. This service is
provided by Welcome Center employees free of charge to our visitors. Our staff
provides visitors with reservations for hotels, state parks, campgrounds and
attractions during their Florida vacation. VISIT FLORIDA tracks the number of
room nights, the number of visitors, the origin of the traveler, their destination and
the total amount of the reservation.

January-March Reservations
Room
Nights
I-95
I-75
I-10
U.S. 231
Grand Total

866
451
363
155
1835

Total Cost
$63,051
$36,295
$25,570
$16,911
$141,827

Year to Date Reservation Total: $141,827 for 1,835 Room Nights*
*Total includes all five Welcome Centers since Jan ‘12

January-March 2012 Welcome Center Reservations

219
139

295

147
49
99

24

Reservation Regions
Representing 996 Reservations
350
NW

300
295

250
200

NC
NE

219

CW

150
100

C

147

139

CE

99

SW

50
49

24

24

SW

SE

0
NW

NC

NE

CW

C

CE

SE

24

Visitor Services
Promotional Programs Activity Report

Budget
FY 2011-2012

FY 2010 – 2011

FY 2011 – 2012

Brochure Rack Space
Program
Total Revenue YTD

$305,554.77

$302,781.00

$303,396.21

$48,016.44

$48,024.00

$42,638.45

$353,571.21

$350,805.00

$346,034.66

$4,500.00

$10,500.00

$10,000.00

$361,305.00

$356,034.66

Transparency Lease
Space Program
Total Revenue YTD
Brochure & Transparency
Subtotal
Miscellaneous Revenue
(Kid’s Corner/FIN/Own a
Welcome Center programs)

.

Grand Total

Paid revenue as of 3/31/11 & 3/31/12

$358,071.21

MONTHLY WELCOME CENTER VISITOR COMPARISON
JAN

FEB

APR

30,099
49,965
19,866
66.0%

32,371
40,756
8,385
25.9%

106,941
154,759
47,818
44.7%

16,170
20,831
4,661
28.8%

19,520
17,724
-1,796
-9.2%

59,274
62,390
3,116
5.3%

79,596
87,506
7,910
9.9%

56,954
47,775
-9,179
-16.1%

256,675
261,836
5,161
2.0%

71,265
76,452
5,187
7.3%

62,367
59,943
-2,424
-3.9%

273,842
283,089
9,247
3.4%

8,248
5,143
-3,105
-37.6%

6,819
4,725
-2,094
-30.7%

23,477
21,208
-2,269
-9.7%

TOTAL for All HIGHWAY Welcome Centers
2011
159,205 169,185 197,130
2012
173,621 187,501 234,754
Difference 14,416
18,316
37,624
% Change
9.1%
10.8%
19.1%

171,212
166,198
-5,014
-2.9%

696,732
762,074
65,342
9.4%

TOTAL for ALL Welcome Centers
2011
162,504 174,296 205,378
2012
178,712 193,750 239,897
Difference 16,208
19,454
34,519
% Change
10.0%
11.2%
16.8%

178,031
170,923
-7,108
-4.0%

720,209
783,282
63,073
8.8%

I-10 Welcome Center
2011
21,142
23,329
2012
28,017
36,021
Difference
6,875
12,692
% Change
32.5%
54.4%
U.S. 231 Welcome Center
2011
11,450
12,134
2012
11,301
12,534
Difference
-149
400
% Change
-1.3%
3.3%
I-75 Welcome Center
2011
59,394
60,731
2012
61,421
65,134
Difference
2,027
4,403
% Change
3.4%
7.3%
I-95 Welcome Center
2011
67,219
72,991
2012
72,882
73,812
Difference
5,663
821
% Change
8.4%
1.1%
CAPITOL Welcome Center
2011
3,299
5,111
2012
5,091
6,249
Difference
1,792
1,138
% Change
54.3%
22.3%

Prepared by Research Department, VISIT FLORIDA

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

Y-T-D
TOTALS

MAR

Updated 5/11/2012

Welcome Center Monthly Traffic Comparison 2012/2011 
Five Official Florida Welcome Centers
300,000

250,000

Down 4.0% for April;
Up 8.8% for YTD 2012.

Number of Visitors

200,000

2011
2012

150,000

100,000

50,000

0

Advertising/Matching Grants 2012/2013
Applicant

Project

Greater Dade City C of C
Sebastian River Area C of C
Desoto County TDC
Brevard Nature Alliance
Columbia County TDC
Martin County CVB
Sebring Airport Authority
Bonifay Down Home Street Festival
Destin Area Chamber of Commerce
Greater Fort Myers Beach Area 
St. John's Cultural Council
The Valiant Air Command
Tropical Everglades Visitor Authority
FRLA Forgotten Coast Chapter #60
Total grant applications: 15
Total grants awarded: 14

Annual Kumquat Festival marketing out‐of‐state, print, broadcast and electonic
Ad campaign to promote Eco Tourism in Sebastian River Area and Indian River Co.
Design and distribution of rack cards and visitor guides
16th Annual Space Coast Birding & Wildlife Festival Program
Advertising promoting golf in Columbia Co. rack card and website
Online and media buys for DiscoverMartin.com
U.S. Sport Aviation Expo, print advertising
Promotion of Festival, TV, Radio, Brochure advertising
2013 Visitor's Guide and Membership Directory
7th Annual Fort Myers Beach Film Festival
Hand‐outs on multicultural history of Spanish Florida, local radio ads
Advertising the "Return to Flight" of historically significant WWII aircraft
South Florida Visitor Guide 2012‐2013
"Blast on the Bay Songwriters' Festival" print, billboards, website advertising

Amount Awarded
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500

CHRN Image Development Grants 2012/2013
Applicant
Southwest Florida Museum of History
Friends of A1A Scenic & Historic Coast
Original Florida Tourism Task Force
VisitGainesville
Wakulla County TDC
Franklin County TDC
Florida's Swannee River Valley MG
Venice Area Chamber of Commerce
Martin County CVB
Total Applications:  9
Total Grants Awarded: 9

Name of Project
"America's Darling"
Biking Along the Byway
Video Image Library Project
Video Inventory for web, TV Network/Social Media
Image Library Update & Enhancement Project
Historic Landmark Image Development
Image Development
Venice: Snapshot in Time
Image /Video Project

Amount Awarded
5,000
5,000
5,000
5,000
5,000
5,000
5,000
3,000
5,000

CHRN Marketing Grants 2012/2013
Applicant
Forgotten Coast Cultural Coalition
Wakulla County TDC
The Original Florida Tourism Task Force
City of Apalachicola
Apalachicola Bay C of C
Florida's Suwannee River Valley Marketing Group
Friends of A1A Scenic & Historic Coastal Byway
Tallahassee Museum
Historic Key West
Jefferson County TDC
Gadsden Arts, Inc.
The Florida Trail Association
Museum of Discovery & Science
Pensacola Lighthouse Association
City of Newberry
Daytona Beach Area CVB
Santa Rosa TDC
City of Titusville
Hernando County Tourism Bureau
Total applications: 21
Total grants awarded: 19

Name of Project
America's Great Paint‐out, Plein Air Invitational
Wakulla Paddling Trail Media FAM Tours
Festivals and Events Website Enhancement Project
Historic Apalachicola Waterfront Signage Project
Big Bend Scenic Byway Website‐Social Media Enhancement 
Suwannee River Valley Tri‐county brochure
A1A Scenic & Historic Coastal Byway ‐ Art of A1A
Market Days 2012
500 Years of Paradise
Visitor Kiosk
Gadsden County Mural Project
Florida Crane & Nature Festival
Everglades Forever Celebration
Pensacola Lighthouse Marketing Plan
Newberry Tourism Smart Phone App
Arts, Culture & Heritage Tourism TV Campaign
Trails Map Brochure
Project Gateway ‐ Experience Nature
Pasco Hernando Boating & Fishing Map 

Amount Awarded
5,000
5,000
5,000
5,000
$5,000
5,000
5,000
5,000
5,000
1,000
5,000
5,000
5,000
5,000
5,000
2,950
4,000
5,000
2,500

Minority Convention Grant Applications 2012/2013
Applicant
The Association to Preserve the Eatonville Community, Inc.
Greater Ft. Lauderdale CVB
Key West Africana Festival, Inc.
Tampa Bay and Company
Visit Jacksonville
Total Applications: 8
Total grants awarded: 5

Project
Their Eyes Were Watching God Conference
Strategic Plan for Attraction of Organizations of Color
Destination Retreat and Festival
Minority Meeting Planners FAM Trip
Online Heritage Tour and Digital Application

Amt. Req'd Total Awarded
33,053
$10,000
25,000
9,000
40,000
8,000
20,000
7,000
$20,000
6,000

Total Awarded $40,000

Small Business Partner Grants 2012/2013
Applicant
Freedom Road LLC
Original Florida Tourism Task Force
Forgotten Coast Coalition
Henry Flagler Museum
Brevard Nature Alliance
Florida Superior Small Lodging 
Paddle Florida
Broward County Film Society, Inc.
Florida Association of Museums Foundation
Bok Tower Gardens
Levy County Board of Commissioners
Beach Vacation Rentals
Brevard Zoo
Safari Wilderness Ranch dba Safari Wild
Wakulla County TDC
Delray Beach Marketing Cooperative
Naval Aviation Museum Foundation
Water Street Hotel
Central Florida Zoological Society, Inc.
City of Apalachicola, History, Culture and Arts Board
Florida Craftsmen
Rocky Comfort Farms
D & W Sun N Fun Motel Apartments
Miller Time Sportfishing
Museum of Arts and Sciences
Hallandale Area Chamber of Commerce
Art of the Olympians  
Franklin County TDC
Navarre Beach Campground
Dixie Theatre Foundation
Florida's Suwannee River Valley Marketing Group
Gulf Pines RV Park
Key West Seaplanes
Total applications:  35
Total grants awarded: 33

Project
Promote Freedom Road by adv/ marketing to African American audience
"Fish Natural North Florida" promotional campaign
Travelling Marketing Exhibit for Florida's Forgotten Coast Plein Air Paint Out
Fund final year of of marketing for German translation
Guide to nature based activities in Brevard County
Banner ads on TripAdvisor x 3 months7/1/12‐9/30/12
Printing brochures and posters, rack space, portable banner disply
Provide indoor theatrical venue for Broward musical groups and ensembles
FAM tour for 10 journalists in key geographical feeder markets
2012‐2013 Holiday Marketing Campaign "Christmas at Bok Tower Gardens
Advertisement in Geo Saisan Travel Magazine‐Winter 2012 
Create website and marketing campaign for South Florida Dance Vacations
Treetop Trek Aerial Adventure ‐ print additional rack cards
Brochure printing/distribution on I‐75 southbound, Chattanooga to Lake City
email advertising
Promote Delray Beach via participation in festivals outside Palm Beach co.
Commerorate 40th Anniversary of Last Moon Landing, December 2012
Online destination marketing of the hotel and area amenities
Art Exhibit for North American river otters
Marketing plan, rack card printing, limited co‐op advertising
CraftArt 2012‐2013 Festival in downtown St. Petersburg
Web design/brochure logo; newspaper ads in Gadsden and Leon County
Advertising for 1925 inn, Pinellas County
Internet advertising, Facebook, Google adwords, Bing advertising
Second Annual "Septembers with the Smithsonian event"
Design and print rack cards, magazine advertising
Inaugural Premier of Art of the Olympians Golf Tournament
Franklin County seafood/culture/resource exhibit for trade shows, seminars, etc.
Advertising materials to entice "snowbirds"
Hire professional actors to produce a musical comedy
Pursue sports and religious meetings to supplement off‐season tourism
Develop printed materials to advertise RV Park and surrounding area
Promote Keys as "Island Hopping" destination advertising campaign

Amount Awarded
5,000
5,000
5,000
3,000
5,000
5,000
3,000
5,000
5,000
5,000
5,000
5,000
5,000
4,390
2,500
4,250
5,000
5,000
5,000
5,000
5,000
5,000
3,200
5,000
5,000
2,500
5,000
5,000
5,000
5,000
5,000
5,000
5,000

CHRN Tourism Education Grants 2012/2013
Applicant

Name of Project

Friends of A1A WAVE Hospitality Program
Pure Water Wilderness
Flagler College, Inc
Wakulla County TDC
Clearwater Marine Aquarium
Florida's Suwannee River MG
Palm Beach County CVB
Santa Rosa TDC
Pensacola Lighthouse Association
Total applications: 9
Total grants awarded: 9

WAVE Hospitality Program
Economic Education through Tourism Summit
2013 Flagler College Community Lecture Series
Outreach Program
Eco Bird Tours
Customer Service is Everyone's Job
A Rich Cultural Heritage
Home School Education Curriculum
Interpretive Panels

Amount Awarded
2,000
2,000
2,000
2,000
2,000
2,000
2,000
2,000
2,000

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