With unemployment inching higher in the states where Polk County draws much of its tourism, the county is launching a $200,000 marketing effort to lure those who can afford it to this area.
The plan, outlined for county commissioners Wednesday, is designed to supplement the agency’s marketing effort and will make a stronger push toward leisure travelers and sports organizations, said Mark Jackson, director of the Polk County Sports Marketing program.
If the ailing national economy wasn’t enough, Polk’s tourism has been hit with the closing of Cypress Gardens and the USA International Speedway, along with the Cleveland Indians exodus for spring training, he said.
Sports Marketing has attracted a collegiate baseball tournament beginning later this month that’s expected to recover about $16 million of the estimated $23 million that was lost when the Indians moved their spring training program.
But more needs to be done, Jackson said. And to ease the financial impact, he recommended that the county hold of on approving future capital improvement projects for the next year. That won’t affect projects already in the works, though, only those that haven’t been approved.
With the commission’s approval Wednesday, the group will roll out a marketing plan later this month targeting two groups.
About $100,000 will be spent to lure tourists in the Midwest and Northeast to Polk County.
Faye Downing, the agency’s marketing manager, said the program includes themed hotel packages aimed at sports enthusiasts, couples and friends, among others.
She said recent events to promote the program have been successful, and the agency is optimistic that the promotion will be effective.
Marc Zimmerman, sales and events manager for Polk County Sports Marketing, told commissioners Wednesday they’re hoping to attract 21 new sports-related events to the county, which should translate to 25,000 hotel nights and $12 million in economic impact.
In turn, that could boost the county’s tax revenue by $156,000, he said, not including the bed tax on hotel rooms.
The sports marketing program is funded through the County Commission, which oversees the agency’s spending.
Revenue for the program is generated by a tax on hotel rooms. The agency’s annual budget totals about $4 million.
Commissioners voted unanimously Wednesday to approve the $200,000 campaign and told Jackson not to be shy if other opportunities become available to promote the area.
“If there’s a change, you will come back to us,” Commission Chairman Sam Johnson said. “We want to know if a project comes along, but it’s not budgeted. We’ll want to consider it.”