Politics & Government

Plan to Build Tourism Assets Moves Forward

Tourism Development Council members approved a plan that said the county should explore creating a tourism development plan that would build tourism assets every other year using "bed tax" money.

The Tourist Development Council approved a measure last week to explore the possibility of using a portion of “bed tax” money for a Tourism Product Development Fund.

The plan, presented by Sarasota Convention and Visitors Bureau president Virginia Haley, would use 1/8 of a penny from the “bed tax”, or $300,00 a year, every other year for tourism projects in Sarasota County.

“Every other year we would come up with ides of what we would invest to create an asset for something that would be a producer,” said commissioner Joseph Barbetta, who also spoke during the presentation. “Creating product is really important.”

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According to Haley, a group would be formed to review and rank proposals to build tourism assets. Plans would then be brought before the TDC and then the Sarasota Board of County Commissioners for final approval.

The decision to only do projects every other year, Haley said, means the county could combine the two-year collection to create a more meaningful project.

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“We’ll look at that one capital project that stands out to create the most ROI [return on investment] after all of them,” Haley said.

Haley said the plans mirrors what Ashville, NC has been doing, which she and members of the Sarasota Chamber saw first-hand.

“They were able to invest in assets,” Haley said.  She said Ashville has been able to build a state-of-the-art soccer complex and upgrade existing concert and festival spaces.

Since 2008, Haley said, Sarasota County has already started building tourism assets. “We had made a lot of investments,” she said. “ We invested in baseball, rowing and beach re-nourishment. Those are very significant product developments.

“But at the same time, looking farther out, four-five years, you need to have something in place that will keep your product fresh,” Haley said.

The plan approved July 14, by the TDC did not lie out specific plans for asset development, but it did pave the way for the county to explore the possibilities.

While the plan passed easily, 11-2, there were two very vocal opponents to the potential plan.

Two hoteliers, James McManemon of the Ritz-Carlton and Edward Braunlich of the Hyatt Siesta Key said the money should solely be used for marking.

They said that money should go solely towards marketing/promotions, such as promoting the nation’s No. 1 beach.

Braunlich said there needs to be a stronger ROI for him to be sold on the plan. He said increased marketing would bring more people to Sarasota hotels rather than product development.

McManemon suggested that Haley should present the plan to the Florida Lodging Association to get feedback.

“Sarasota County has great natural resources already here for people to want to come to, McManemon said. The problem, he said, is that other people, or not enough people, know about it.

“In most cases we do not spend as much in promotions that others do,” he said. “I don’t think it is the best answer.”

A majority of the council said this was a great way to add assets to the entire county.

“A dollar that’s collected on Siesta Key, Venice, it’s for our county,” said TDC member and North Port City Commissioner David Garofalo. “I am absolutely in favor of a development trust fund. It’s [now] time when we can start spreading some of the items into the south county.”

Once the plan is developed and approved, it would not go into affect until 2014.

“Long-term, that’s the way to go,” said TDC member and Sarasota City Commissioner Paul Caragiulo. “We have nice beaches, golf courses, but we need to create more. I agree completely with this and think it is very forward thinking.”


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