Make plans to take advantage of new Co-op program and Savor the Shore

Here’s something we want to make sure is on your radar – the Lee County VCB's Cooperative Advertising Program rollout for FY 2024-25. The presentation takes place from 3-5 p.m. on Wednesday, July 31, in Room 118 of the Lee County Administration East Building, 2201 Second St., downtown Fort Myers.

This is a great opportunity for accommodation and attraction partners to learn more about marketing opportunities that leverage great exposure at an exceptional value. This preview gives everyone time to plan and budget for next fiscal year ahead of the purchase date.
 
The Co-op Advertising Program includes digital and social media, email marketing, website advertising, tradeshows and sales events, international digital programs and more.

The Co-op buy-in will open promptly at 10:30 a.m. on Thursday, Aug. 15, and programs are available on a first-come, first-served basis. If you are not already registered for the program, please contact MMGY’s Joshua Lambert by noon on Tuesday, Aug. 13, at jlambert@mmgy.com. 

SAVOR THE SHORE CAMPAIGN RETURNS

Escape the routine and treat yourself to a night out throughout the Fort Myers area. Your neighborhood restaurants are fryin’, grillin’, choppin’ and brewin’ up something delicious!

We are excited to bring back the "Savor the Shore" campaign, which runs now through Aug. 11, and spotlights Lee County's unique, diverse neighborhoods and restaurants. This multimedia campaign poses the question, "What's for dinner tonight?" and encourages locals to "See what's cookin' in your neighborhood!"

There are TV, radio, social media and digital display ads, each highlighting all neighborhood groupings equally for seven weeks.

Our print and digital out-of-home advertisements rotate to spotlight a different Lee County neighborhood each week.

The purpose of Savor the Shore is to help drive local residents to area restaurants during the slower, summer months, which continues to be a critical component of recovery following Hurricane Ian in 2022.

We encourage you to explore the campaign toolkit for more details, promotional materials and ways to get involved. 

Have a wonderful Fourth of July, keep cool and thank you for all you do!

Lee Commissioners vote to build longer, wider Fort Myers Beach Pier to replace pier destroyed by Hurricane Ian

The Lee Board of County Commissioners voted Tuesday, June 18, to direct staff to rebuild the Fort Myers Beach Pier to 1,000 feet long and 12 feet wide, 70.85% longer and 50% wider than the pier destroyed by Hurricane Ian.

The design and permitting of the pier is expected to take up to 36 months, and construction would take a year to 18 months. The total construction cost is estimated at about $17.1 million, with about $11.6 million of that amount coming from Lee County Tourist Development Tax reserves to supplement the FEMA reimbursement. 

By comparison, rebuilding the pier to its original footprint of 585.3 feet long and 8 feet wide, would result in an estimated total construction cost of about $5.6 million, with no cost to Lee County due to federal reimbursement. The design and planning for that effort was estimated at 18 months.

Commissioners’ discussion and vote occurred – per the agenda – during County Manager Items. Calling it an opportunity not to be missed, commissioners decided they wanted to create a pier that would be grander than the one destroyed in the September 2022 hurricane. Noting the length of time it will take to design, permit and build the pier, they also directed staff to post signage at the site of the destroyed pier so both residents and visitors would have insight into the plans and timeline.

The rebuilt pier will be in the same location as the destroyed pier. Adjacent Lee County sites include Lynn Hall Park and Crescent Beach Family Park. Information about those sites can be found at www.LeeParks.org. 

See what's new in the updated Visitor Guide

We've made some updates to our digital Visitor Guide and you can see the new edition at tinyurl.com/FMVISITORGUIDE2024.

Tootie McGregor Fountain

If you're an industry partner and would like to be considered for a VCB Partner Spotlight, please contact Ray Sarracino, VCB communications director, at rsarracino@leegov.com

Add your deal to the VCB's new Calusa Blueway Challenge

If your business is located along the nearly 200-mile Great Calusa Blueway Paddling Trail, post a deal in the Calusa Blueway Challenge. This gamified passport is a collaboration between Lee County Parks & Recreation and the VCB, and is part of a yearlong celebration of the Great Calusa Blueway Paddling Trail's 20th anniversary.
 
How it works: The Calusa Blueway Challenge will offer points for check-ins at attractions and businesses along the trail. Points collected can be exchanged for prizes, provided by the VCB. Those who complete the challenge will be entered to win a grand prize of a standup paddleboard or overnight stay in the destination.

Launch date: The Challenge continues through February 2025.
 
It's free: As a valued partner of the VCB, there is no cost for your business to participate.

Questions: Contact the VCB's Alison Giesen at agiesen@leegov.com to learn more.

VCB's Performance Dashboard 

Explore the Symphony dashboard, developed by the VCB in partnership with Tourism Economics. The dashboard combines all our destination data sources to make data insights more user-friendly and interactive.

We recently added a Quality of Life section to the dashboard that shows the positive effects tourism has on Lee County residents. 

Key insights: 

• Average length of stay in April was 3.2 days, with 82% of stays including an overnight. There was no change from March data. Source: Near

• In-state markets again made up three of the Top 5 arrival markets in April with Tampa being the highest followed by Miami, Orlando, Chicago and New York. Source: Near

• Over 1.13 million passengers flew to/from Southwest Florida International Airport (RSW) in April, a 15% increase compared to April 2023. It was also the second-best April reported in the 41-year history of RSW. Source: Lee County Port Authority

• Hotel room supply and demand for coastal properties increased by 46% and 49% YOY, respectively, with coastal hotel revenue increasing by 67% compared to April 2023. Source: STR

  VIEW THE PERFORMANCE DASHBOARD

July paid media placements

Our efforts in FY23/24 Q4 are largely to influence late summer and fall visitation, as well as to support the groups/meetings business. Here is a snapshot of our paid media placements launching in July. 

Consumer:

• AdTheorent – display, co-op in-market geofence
• Pandora – podcast audio
• Precise TV – YouTube preroll
• Shermans Travel – eNewsletter
• Sojern – display, CTV, native
• Spotify via TravelDesk – audio
• TravelDesk – golf display
• Vox – rich media
• Zeta – CTV

Meetings, weddings, travel trade:

• Agent@Home – custom content slideshow, email
• Bridal Guide – sponsored Pinterest pin
• FSAE – print ad
• Honeyfund – email
• Recommend – eNewsletter banner
• Travel Weekly – email
• TravelDesk - groups – display - meetings (co-op), video - meetings, display - weddings (co-op), display - weddings, native - weddings
• Wellness Travel University – homepage logo banner ad

International:

• Expedia Germany – display, native
• Expedia UK – display, native
• Tripadvisor UK – display

Threshold 360 offers free filming of your business

Have you taken advantage of Threshold 360's free filming for industry partners? Don't miss out on this amazing, free opportunity for your tourism business. Questions? Contact the VCB's Jennifer Walla at jwalla@leegov.com

In partnership with the VCB, Threshold 360's videos can be used to promote your business in the following ways:

• Uploaded to your Google My Business page
• Sent to potential visitors and clients
• Used in presentations or group proposals
• Added to your listing on VisitFortMyers.com

Make Guests First part of your summer schedule

Domestic sales activities

Photos include:

• (Photo 1) XSITE Tallahassee, May 7-9: Erin Lester, VCB, met and networked with over 50 association and corporate meeting professionals from the greater Tallahassee area.

• (Photo 2) HelmsBriscoe ABC, May 14-17: (From left) Erin Lester, VCB; Luis Miranda, Luminary Hotel & Co.; Tamara Parker, Marriott Sanibel Harbour Resort & Spa; Lauren Hyps, VCB; and Sandra Keneven, Westin Cape Coral Resort at Marina Village, met one-on-one with HelmsBriscoe meeting planners. There were about 1,300 meeting professionals in attendance at this annual business conference in Las Vegas.

• (Photo 3) West Coast Florida Travel Agency Sales Mission & Client Event, May 21-23: (From left) Eliza Aguilar, Sea Gypsy Vacation Rentals; Lucie Wirgin, Holiday Inn Express & Suites Fort Myers Airport; Jennifer Walla, VCB; Susan Cecere, Westin Cape Coral Resort at Marina Village; and Natalie Duran, Ambridge Properties in Lee County, met with 29 travel agencies from Port Charlotte to Spring Hill. They also hosted a destination education client event for 21 travel advisors.

International sales activities

Rotating photos include:

• (Photos 1-2) IPW, May 3-7: The VCB team along with our international contractors attended IPW in Los Angeles. Over the course of three days, the team conducted over 150 appointments with trade and media. This year’s IPW hosted over 5,700 delegates from over 70 countries.
  
  
• (Photos 3-4) Scandinavian Trade and Media Event, May 16: Hanna Johansson and Camilla Bond Olsen, Scandinavian VCB team, hosted a joint trade and media event in Stockholm. Attendees received an update on the destination as well as learned about some unique selling points to share with clients.
  
  
• (Photo 5) Travel Gossip, May 29: Natasha Monroe, UK VCB team, participated in the Travel Gossip Roadshow event in Dublin, where she networked and conducted a training session with 28 agents.

July sales events

Communications team activities

Rotating photos include:

• (Photo 1) UK/Nordic press trip, June 5-10: Point Ybel Brewing Company's Johnny Rader gives the travel writers a tour of the brewery in Fort Myers. The six visiting writers included Annete Lillevang Kristiansen, Berlingkse; Dominic Kocur, The Week; James Ruddy, Irish Post; Karna Bunk-Jensen, Sondag; Tascher Walker Dean, Love Exploring; Zac Haniff, Metro; and Rosie Bateman, VCB UK rep.
  
  
• (Photo 2) Brazil press trip in partnership with VISIT FLORIDA, June 7-10: The writers enjoyed a boat ride on Pine Island Sound with Go & Get It Charters. The eight visiting writers included Camila Karam, Qual Viagem; Eduardo Moura, The Folha Group; Isabella Ricci, Estado de Minas; Kelly Cristina dos Anjos Araujo, Falando de Viagem; Leticia Moreira, IG Turismo; Misti Goulias, AviaReps; Osmar Porilho da Silva Filho, Nossa UOL; Tales Azzi, Viaje Mais magazine; and Brianna Barnebee Green, VISIT FLORIDA rep.
  
  
• (Photo 3) German press trip in partnership with VISIT FLORIDA, June 15-17: Travel writer Lisa-Marie Leuteritz, Kurier and Front Row Society, on the beach on Captiva Island. 
  
  
• (Photo 4) Canadian press trip, June 18-22: The writers spent one of their days at Cabbage Key. The three visiting writers included Jim Bamboulis, Travel Life Magazine; Sion Wulffhart, re:Porter Magazine; Brittany Johnson, BOLD Magazine; and Andrew Ricketts, VCB Canada Rep.

Communications earned media results

Visitor Services activities

National Seashell Day – Our volunteer Tourism Ambassadors had a fin-tastic National Seashell Day on June 20 shellabrating with our favorite destination mascots and passengers at RSW. Did you know that in 2016, the VCB founded National Seashell Day, which is also the first day of summer?

There are only a few more days to submit your E Awards nominations! Submit your nominations by Friday, July 12, for the 2024 Elaine McLaughlin Outstanding Hospitality Service Awards (E Awards) which will be held Friday, Aug. 23, at Caloosa Sound Convention Center.

Industry Appreciation Awards, Oct. 25

Bonita Springs

• Donna's Barbershop in Bonita Springs doubling as a music venue

Cape Coral

• Cape Coral bakery to move across town
• Mellow Mushroom opens in Cape Coral: 5 things to know about the cool cosmic restaurant

Fort Myers 

• Families anxiously await repairs to Lakes Park splash pads
• Oahu Fresh Bowls to open 2nd location in Fort Myers
• Capital Grille opens in south Fort Myers
• South Fort Myers Publix to be demolished, rebuilt
• Chill Factor Performance looks to market national products in SWFL
• Artisan bakery opens in Fort Myers with breads, pastries, specialty coffee: A first look
• Swamp Cat Brewing brews, prepares for late summer opening

Fort Myers Beach

• Former Ostego Bay Marine Science Center property for sale in Fort Myers Beach
• Showers on at Lynn Hall Memorial Park
• Fort Myers Beach's The Beach Bar to be rebuilt
• "It's just too hot": Folks question artificial turf for $2M Ft Myers Beach reno
• Fort Myers Beach Council approves plans for Myerside Resort
• Should tolls be put in on Fort Myers Beach bridges?
• Bike and pedestrian trail will connect Fort Myers Beach and Bonita Springs

Lee County

• FloridaCommerce activates Florida Small Business Emergency Bridge Loan Program

Sanibel Island

• Sanibel HIstorical Museum and Village bell reinstalled
• SanCap Chamber CEO takes VISIT FLORIDA board chair position
• SanCap Chamber hosts ribbon-cutting for Blind Pass Condos

Southwest Florida

• Randy Wayne White survived Hurricane Ian. Now it's Doc Ford's turn in new book

Southwest Florida International Airport (RSW)

• Breeze Airways announces 2 new routes from RSW
• RSW passenger traffic increases 11% in May