Manatee County Government Administrative Center Commission Chambers, First Floor 9:00 a.m. - November 18, 2014
November 18, 2014 - Regular Meeting
Agenda Item #26

Expenditures for Airline Initiatives


Contact and/or Presenter Information

Elliott Falcione, Director, CVB (Presenter) x5913

Monica Luff, Sr. Admin. Specialist (Contact Person) x5913

Action Requested
Approval of expenditures in the amount of up to $75,000 for promoting JetBlue and United Airline flights into Sarasota Bradenton International Airport (SRQ).

Enabling/Regulating Authority

Code of Laws Sec. 2-29-21  Tourist Development Taxes

F.S.S. 125.0104 Authorized uses of Resort Tax Funds

Ord. 11-050  Tourist Development Plan

Background Discussion
  • October 20, 2014, Tourist Development Council unanimously recommended approval of the expenditures.
  • In addition to the Bradenton CVB, each of the following Florida CVB's will expend up to $50,000 each for a JetBlue co-op partnership (St. Pete Clearwater CVB, Visit Sarasota CVB, Ft. Myers CVB, and Naples CVB).  Visit Florida will invest up to $600,000.   
  • Utilizing Visit Florida's Extra Day Campaign, the Gulf Coast Partners (listed above) will receive added exposure with broadcast spot buys in Boston and New York.  This co-op is designed to drive visitation to Florida's Gulf Beaches in the Fall. 
  • The Bradenton Area CVB as well as the Sarasota CVB will invest up to $25,000 each and the SRQ will invest up to $75,000 for a co-op partnership with United Airlines to promote the Newark flight into SRQ. 
  • The new flight from Newark to SRQ will begin February 2015 and be seasonal at first with the desire to make this a year round flight.
  • All funds involved are tourism taxes, NOT ad valorem taxes.

County Attorney Review
Not Reviewed (No apparent legal issues)

Explanation of Other

Reviewing Attorney

Instructions to Board Records
Copy of approved agenda memo to CVB  (monica.luff@mymanatee.org)

Cost and Funds Source Account Number and Name
1030002200549004 Marketing/Advertising

Amount and Frequency of Recurring Costs
up to $75,000 ($50,000 for JetBlue; $25,000 for United)