Tapping into Pensacola's tourism potential
- May 7, 2015
- / Carlton Proctor
- / economy
In January nearly 200 people attended the launch of Visit Pensacola Inc.'s tourism development study called Destination 2020.
The plan, as described then by Visit Pensacola Executive Director Steve Hayes, was to hold a series of open meetings with the public, governmental and civic leaders, and private sector stakeholders in the tourism industry.
He said the driving force behind the Destination 2020 initiative is to answer one question: How does Escambia County sustain and rev up tourism as an economic engine for the overall community?
From those meetings, Visit Pensacola and its consultants have put together a comprehensive, data-driven strategy that forms the backbone of Destination 2020. See the Destination 2020 report here.
The strategy was unveiled today at the newly restored Rex Theater in downtown Pensacola.
"We consider our Destination 2020 plan a living document, so each year we will bring community members together to review our progress," Hayes said.
At its core, Destination 2020 forms a roadmap for the enhanced development of Escambia County's $1.3 billion tourism industry that directly supports more than 20,000 jobs.
[caption id="attachment_22953" align="alignright" width="450"]
The Back on the Blocks event was part of Foo Foo Festival, a shoulder-season promotional event to draw tourists and locals to the area. / Image courtesy Visit Pensacola[/caption]
Here are some of the study's findings and highlights:
— Total direct visitor spending in Escambia County in 2014 was $700 million, a 15 percent increase over 2013 totals.
— Hotels and motels experienced direct spending of $170,856,000 last year.
— Sales tax revenues from visitors amounted to $61.1 million, 30 percent of all local sales taxes generated.
— Tourist Development Tax revenues totaled $8.6 million in 2014, an 11 percent increase over 2013 totals, and a 66 percent increase over 2010.
The report also breaks down the data on the average visitor to Escambia County:
— Average age: 41
— Average household income: $81,768
— Average length of stay: 7 days.
— Average total spending during stay: $1,127.
[sidebar]
The Destination 2020 report
Key objectives highlighted in the report include:
— Building year-round visitation through branding and marketing.
— Diversification of visitors, to include more conventions, and broader generations and ethnic groups.
— Make a greater impression on the visitors to the community through excellent customer service, easier access to local attractions and better communication of Pensacola's story and history to local residents.
[/sidebar]
The study also outlines the major strengths and weaknesses extant in the community, as it relates to tourism.
Strengths: Environmental assets; diversity of experiences; community culture and arts; quality of life; leadership, and what the study calls "the real city" feel of Pensacola and surrounding communities.
Weaknesses included lack of meeting space to attract conventions and large groups; absence of easy transportation and connectivity between Pensacola, Pensacola Beach and Perdido Key.
What's more the study said there was the lack of a “Wow Factor” at destination entry portals, “forfeiting the opportunity for a positive first impression of the community.”
Also cited as a weakness was the “limited number of commercial airlines flights” to and from major cities throughout the Southeast and Northeast.
[caption id="attachment_22956" align="alignleft" width="450"]
Segway tours in downtown Pensacola / Image courtesy Visit Pensacola[/caption]
The study also looks at the changing interests of the so-called “millennial generation” of tourists, those in their late 20s and 30s.
The data show that millennials are a robust sector of the tourism industry and are more interested in beautiful scenery, historical sites, beach experiences and visiting unique places than more traditional tourist destinations, such as large resort hotels and shopping meccas.
The report also focuses on the need for growing cultural and heritage tourism, sports tourism, and ecotourism.
Hayes said the implementation of the Destination 2020 strategy will begin in October of this year.
The Back on the Blocks event was part of Foo Foo Festival, a shoulder-season promotional event to draw tourists and locals to the area. / Image courtesy Visit Pensacola[/caption]
Here are some of the study's findings and highlights:
— Total direct visitor spending in Escambia County in 2014 was $700 million, a 15 percent increase over 2013 totals.
— Hotels and motels experienced direct spending of $170,856,000 last year.
— Sales tax revenues from visitors amounted to $61.1 million, 30 percent of all local sales taxes generated.
— Tourist Development Tax revenues totaled $8.6 million in 2014, an 11 percent increase over 2013 totals, and a 66 percent increase over 2010.
The report also breaks down the data on the average visitor to Escambia County:
— Average age: 41
— Average household income: $81,768
— Average length of stay: 7 days.
— Average total spending during stay: $1,127.
[sidebar]
The Destination 2020 report
Key objectives highlighted in the report include:
— Building year-round visitation through branding and marketing.
— Diversification of visitors, to include more conventions, and broader generations and ethnic groups.
— Make a greater impression on the visitors to the community through excellent customer service, easier access to local attractions and better communication of Pensacola's story and history to local residents.
[/sidebar]
The study also outlines the major strengths and weaknesses extant in the community, as it relates to tourism.
Strengths: Environmental assets; diversity of experiences; community culture and arts; quality of life; leadership, and what the study calls "the real city" feel of Pensacola and surrounding communities.
Weaknesses included lack of meeting space to attract conventions and large groups; absence of easy transportation and connectivity between Pensacola, Pensacola Beach and Perdido Key.
What's more the study said there was the lack of a “Wow Factor” at destination entry portals, “forfeiting the opportunity for a positive first impression of the community.”
Also cited as a weakness was the “limited number of commercial airlines flights” to and from major cities throughout the Southeast and Northeast.
[caption id="attachment_22956" align="alignleft" width="450"]
Segway tours in downtown Pensacola / Image courtesy Visit Pensacola[/caption]
The study also looks at the changing interests of the so-called “millennial generation” of tourists, those in their late 20s and 30s.
The data show that millennials are a robust sector of the tourism industry and are more interested in beautiful scenery, historical sites, beach experiences and visiting unique places than more traditional tourist destinations, such as large resort hotels and shopping meccas.
The report also focuses on the need for growing cultural and heritage tourism, sports tourism, and ecotourism.
Hayes said the implementation of the Destination 2020 strategy will begin in October of this year.
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