provided to The Santiva Chronicle
“We’ll have hundreds of millions of dollars behind [our fall production shoots], running in media for many years, and Sanibel and Captiva’s going to be a part of that,” said Craig Thomas, interim VISIT FLORIDA chief executive officer, at the June 4 SanCap Chamber monthly business luncheon. “This is where we can produce entirely new campaigns that show consumers …. that the sun is still shining in Florida.”
The monthly luncheon meeting took place at Sanibel Harbour Marriott Resort & Spa in Fort Myers in partnership with Florida Restaurant & Lodging Association (FRLA), sponsored by Fort Myers Tip-Off.
Thomas, who recently stepped up from VISIT FLORIDA chief operating officer upon the retirement of outgoing chief executive officer Dana Young, walked luncheon attendees through the value of the Florida brand globally and how VISIT FLORIDA’s crisis recovery marketing budget and strategy have supported that worth and will continue to do so.
“I want everyone in this room to walk away and know exactly how VISIT FLORIDA looks forward to its responsibility for a crisis, both in the immediate aftermath and the long-term,” he said, pointing out the state’s marketing agency budgets $2 million each year as a “placeholder for hurricanes, but it’s not uncommon for us to spend four or five or six or even seven million dollars in major hurricane year.”
Currently, VISIT FLORIDA is gathering new photography and video for more than 21 destinations, including Southwest Florida, to make available to media partners and social and digital platforms, Thomas said. He showed one such video targeting Fort Myers and Sanibel. He also presented statistics demonstrating Florida’s top spot among U.S. states in dominating the industry market share for the past consecutive six years.
VISIT FLORIDA figures, furthermore, show the majority of Florida residents have a positive perception of the local tourism industry, which supports one in every seven jobs. “That’s important because [tourism capital] will be used for the benefit of our residents,” said Thomas. “Their support of our industry is how it becomes synonymous with world-class hospitality, which is the key attribute of our brand.”
“Craig has been with VISIT FLORIDA for over eight years and we are so excited at this time — there is no better person for this job,” said John Lai, president and chief executive officer of SanCap Chamber and board of director chair for VISIT FLORIDA. “His brass-tacks discourse on what the organization means specifically to Sanibel and Captiva demonstrates his worth and dedication to the state’s commerce in a way that truly hits home.”
Lai also spoke about two new programs to help local businesses prosper. SBCD at Florida Gulf Coast University (FGCU) has set up shop in the chamber visitor center to offer members free one-on-one guidance. Consultant Suzanne Specht spoke briefly about services she can offer during appointments made through floridasbdc.org/request-for-consulting, to be held the second Friday of each month.
Sanibel-Solutions.com, a FGCU initiative, offers island businesses an up-to-date dashboard charting Hurricane Ian recovery in all business and residential aspects.
The next monthly SanCap business luncheon will take place at 11:30 a.m. Wednesday, July 16, at The Community House, 2173 Periwinkle Way, Sanibel Island. WINK News meteorologist Matt Devitt will be the guest speaker. Sponsorships are still available; contact Aaron Walton at aaron@sanibel-captiva.org or 239-472-8759 for details.
ABOUT SANCAP CHAMBER
The SanCap Chamber is dedicated to promoting the prosperity of its members and preserving the quality of life of our community. The Chamber plays a key role in facilitating communication and cooperation between business, residents, and government to enhance the economic health of the islands. Its website, sanibel-captiva.org, receives over 1.3 million visits per year. For more information about the chamber, visit sanibel-captiva.org or contact John Lai, president and CEO, at 239-472-2348 or John@sanibel-captiva.org.
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