VCB Info

VCB Goals

• Maintain and build year-round tourism
• Increase tourism spending
• Maintain or increase current level of bed tax collection
• Increase in-state market share
• Build brand recognition, differentiation and preference among key target audiences
• Position the Fort Myers/Sanibel area as Florida's Tropical Island Getaway
• Increase the positive impact of tourism to all communities and tourism sectors
• To be the industry leader and conscientious advocate of the preservation of the ecological wonders of the Lee County.
• Research and develop new markets
• Maintain peak operational efficiency
• Act as a community link to the local industry in times of crisis
• Provide the local tourism industry with creative, competitive and unique cooperative sales and marketing stratagies
• Increase awareness and participation in the VCB's marketing programs among local tourism industry
• Conduct year-round market research and analyses of identified markets
• Preserve and enhance our beaches and ecology through the Beach & Shoreline program

VCB Objectives

• Work with the local industry to achieve an increase in visitation through integrated programs against identified markets
• Work with industry partners to increase the total domestic overnight visitors and international visitors through integrated programs against identified markets.
• Assist with securing and facilitating future group and metting business.
• Assist with the Lee County Sports Authority in securing and facilitating future sporting business.
• Attract and influence visitors from top origin markets, with emphasis on top producing off-season origin markets.
• Implement crisis communications plans, when needed, for a variety of potential crisis scenarios.
• Reach community leaders and local residents with a message on the value and importance of tourism to the local economy.

VCB Strategies

Use all available marketing disciplines in an integrated fashion to achieve our goals and objectives:

• Advertising
• Public Relations
• Promotions
• Sales
• Visitor Services
• Research
• Product Development and Preservation

VCB Target Audience

These cities consistently rank among the top key markets for Lee County visitors:

• Boston
• Chicago
• Cincinnati
• Cleveland
• Detroit
• Indianapolis
• Miami/Fort Lauderdale
• Minneapolis/St. Paul
• New York City
• Grand Rapids/Kalamazoo
• Orlando/Daytona
• Philadelphia
• Tampa/St. Petersburg
• West Palm Beach/Ft. Pierce

VCB Leisure Sales (Domestic)

The sales team promotes Lee County to key markets throughout the United States. Staff members are in constant contact with travel agents, tour operators, and meeting professionals in these markets to keep Lee County in the forefront as a Florida destination.

The primary focus of leisure sales focus is to increase the number of room nights sold by promoting the destination as a year-round, eco-tourism, beach destination.

Objectives:

• Increase market share in primary domestic markets, create more visibility and name recognition in secondary markets.
• Implement and promote consumer programs to increase the awareness of the destination via direct mail and online booking capabilities.
• Further develop new marketing campaign - "Bringing Your Business Home" designed to increase meetings and conference business through local residents and businesses.
• Expand the awareness of the Great Calusa Blueway as a unique paddling trail and experience in our area.