Manatee County Government Administrative Center Commission Chambers, First Floor 9:00 a.m. - March 10, 2015
REVISED March 10, 2015 - Regular Meeting
Agenda Item #12

Expenditure for Airline Initiative - Air Canada


Contact and/or Presenter Information

Presenter:  Elliott Falcione, Director, CVB  x5913

Contact:  Monica Luff, Sr. Admin Spec, CVB  x5913

Action Requested
Approval of expenditures in the amount of up to $12,500 per year for 2 years to promote Air Canada into Sarasota Bradenton International. Airport (SRQ) and approval of Budget Amendment B-15-044.

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
  • February 23, 2015, Tourist Development Council unanimously recommended approval of the expenditures.
  • Currently Air Canada provides seasonal service from Toronto to SRQ weekends only in November and then daily flights from December through April.  With this initiative, they will provide year-round service by continuing flights from April through November, with twice weekly non-stops to Toronto. 
  • In addition to the Bradenton Area CVB's commitment, the Visit Sarasota CVB will also expend $12,500 per year for two years; and SRQ is investing $100,000 the first year and $50,000 the second year towards this initiative.
  • A cooperative marketing campaign will be created with the monies committed from each of the three agencies (BACVB, Visit Sarasota, and SRQ) to promote Air Canada's additional flight service.
  • Budget Amendment B-15-044 allows transfer of $12,500 from reserves in the Tourist Development Tax fund for this expenditure.

County Attorney Review
Not Reviewed (No apparent legal issues)

Explanation of Other

Reviewing Attorney

Instructions to Board Records

Copy of approved agenda memo to Monica Luff, CVB,  monica.luff@mymanatee.org

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

Amount and Frequency of Recurring Costs
$12,500 per year for 2 years

Attachment:  Air Canada Initiative 2015.pdf
Attachment:  B-15-044 Air Canada Initiative.pdf