As we closed out Visit St. Pete/Clearwater’s fiscal year at the end of September, we’re optimistic for what’s in store for Fiscal Year 2022. Over the past six months, we’ve reported on the destination’s record Tourist Development Tax revenues, which continued with August collections. With totals for September still pending, we’ve already surpassed the County’s highest fiscal year on record and anticipate ending at more than $70 million.
The story behind the success is sustained growth in Average Daily Rate (ADR). For the month of August, ADR saw an 18.7% increase from August 2019, averaging at $157.33 per night. Although Occupancy was down 7.2% for August 2021 compared to 2019, the TDT collections still outperformed by 25.5%.
On the heels of August’s success comes the news from the Biden administration announcing the lifting of travel restrictions at the land borders with Canada and Mexico for vaccinated individuals in November. We’re eager to welcome back international visitors from Canada and Mexico, along with Europe and await the precise date for the reopening across all fronts.
As we look ahead to our marketing strategy for 2022, we invite you to join us for VSPC’s Annual Marketing Meeting 2 p.m. Thursday, Nov. 4 at Clearwater Marine Aquarium. Please RSVP to attend the 90-minute presentation from VSPC President/CEO Steve Hayes, and the chance to win prizes including 2 roundtrip tickets to Toronto from PIE on Swoop!
Here are other relevant updates:
FILMING IN ST. PETE/CLEARWATER NOT SLOWING DOWN
The destination’s beautiful backdrop is the star of the show for several upcoming films. VSPC’s Film Commission has been hard at work growing the area’s film industry, assisting in a number of productions from Lifetime and the Hallmark Channel. Most recently to hit the screen is Hallmark Channel’s “South Beach Love” which aired this past Saturday, October 9.
THE ROAD TO OKLAHOMA CITY STARTS IN ST. PETE/CLEARWATER
For the third year, the destination will host the 2022 St. Pete/Clearwater Elite Invitational, Feb. 17 – 20, 2022, cementing our place as a premier collegiate softball region. The VSPC Sports & Events team is thrilled to continue the collaboration with ESPN Events and the City of Clearwater, welcoming athletes and fans representing 16 teams across six different conferences, including recent World Series team, FSU.
CONVENTIONSOUTH AWARDS MEETINGS TEAM
The Visit St. Pete/Clearwater Meetings & Conventions team is honored to be a recipient of ConventionSouth’s 2021 Annual Readers’ Choice Awards. As voted by magazine readers, the accolade recognizes the best hotels, meeting facilities and destinations in the South and is a testament to VSPC’s capabilities, service and creativity in the industry. Thank you to all those who voted!
PR OPPORTUNITY: BLACK FRIDAY, CYBER MONDAY AND GREEN FRIDAY
This year, the November shopping season will include Black Friday and Cyber Monday deals, as well as Green Friday promotions. Green Friday will occur on November 26, 2021, with a focus on sustainable shopping and/or giving back to sustainable organizations. Please email [email protected] if your business or hotel has anything our New York-based PR Agency, NJF PR, can promote.
NEW AIRLINE EUROWINGS LAUNCHES NONSTOP SERVICE TO TPA
Tampa Bay's connection to mainland Europe is coming back in December with the launch of new nonstop service to Frankfurt, Germany aboard Eurowings Discover, the Lufthansa Group's new leisure airline. The four-times-per-week service, set to begin Dec. 16, is Eurowings' first flight to the U.S. and is a clear signal of the strength of the Tampa Bay market.