LTC 265-2010 GMCVB Annual Budget and POW 2010-11

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SUBJECT: GREATER MIAMI CONVENTION & VISITORS BUREAU ANNUAL
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GreaterMiamiConvention & VisitorsBureau

AnnualBudget&
ProgramofWork
FiscalYear2010-2011
TABLEOFCONTENTS
I. GMCVBMissionStatement
II. PresidentsMessage
III.FinancialStatements
IV. AnnualIntegratedMarketingPlan ConventionSales& Services

V. AnnualIntegratedMarketingPlan Marketing & Tourism
VI. ProgramofWork -ConventionSales& Services
IndexofPrograms...............................................................................
1-2
ProgramSummaries.........................................................................
3-10
VII. ProgramofWork -Marketing & Tourism
IndexofPrograms...............................................................................
1-5
ProgramSummaries.........................................................................
6-35
VIII.BlackHospitalityInitiative
GREATERMIAMICONVENTION & VISITORSBUREAU

MISSION
TheGreaterMiamiConvention & VisitorsBureauisasalesandmarketing

organization. Itsmissionistoattract,encourageandinduceallpersonsand
organizationstovisitGreaterMiamianditsBeachesforconventions, business
andpleasure. Actingonbehalfofitsmembers,itsinterlocalpartnersandthe
citizensofMiami-DadeCounty,theBureaumarketsandpromotesallsegments
ofthecommunityasapreferreddestination. Infurtheranceofthismission,the
Bureauwillsupportandencourageactionsandprogramsthatenhancethe
desirabilityandattractivenessofGreaterMiamianditsBeachesforitsvisitors.
To:ChairmanandBoardofDirectors,
GreaterMiamiConventionandVisitorsBureau
From: WilliamD.TalbertIII,CDME,President &ChiefExecutiveOfficer
Date:September10,2010
Re: FiscalYear2010-2011,AnnualIntegratedMarketingPlan,Budget&ProgramofWork
INTRODUCTION
Iampleasedtosubmittoyoutherecommended2010-2011OperatingBudget,Programof
WorkandfortheGreaterMiamiConventionandVisitorsBureau. Iextendmysincere
appreciationtotheBoardofDirectors, ExecutiveCommittee,IndustryPartnersandBureau
staffforhelpingguidetheBureauthroughachallengingandprotractedeconomicperiod. I
especiallywouldliketothanktheChairmanoftheBoard,SteveHaasandChairmanofthe
FinanceCommittee, ArtHertzandmanyothersforprovidingtheirwisecounseland
guidanceoverthepastyear. Icantrulysay, theircommitmentanddevotiontotheBureauis
unparallel.
Throughtheupsanddownsofthiscurrentworldeconomiccrisis, Iamproudtoreportthat
ourdestinationhascontinuedtorankamongthetop25hotelmarketsintheUnitedStates.
Duringthefirst6monthsofcalendaryear2010,GreaterMiamiranked #2inroomrateat
155.03,ranked#3at $112.01inREVPAR,andranked#4inoccupancyat72.2%.
Significantamongthemanychallengesweexperiencedduringthecurrentfiscalyearwas
combatingworldwideperceptionthatGreaterMiamisbeacheswereaffectedbytheGulfoil
spill. Attheonsetofthespill,yourBureauwasoutfrontmonitoringthecommunication
trafficandlettingourcustomersinourmanymarketsknowthatourbeacheswereunaffected.
OnseveraloccasionsImetwithGovernorCristtoalerthimofourneedtocommunicatewith
ouroverseascustomerexplainingthatMiamiandtheBeachesisontheAtlanticcoast, not
theGulfcoast. ThankstothesupportoftheMiamiDadeCountyLegislativeDelegation,
Miami-DadeCounty,theCitiesofMiamiandMiamiBeach, theBureaureceiveda $1.25

millionBPgrantthroughGovernorCristforconsumeradvertisingandpromotionstoeducate
bothourdomesticandinternationalcustomers. Inadditiontogettingourmessageout
throughprintmedia,yourBureauconductedmediamissionstoArgentina, Brazil,London
andGermany. Althoughtheoilspillcrisishassubstantiallysubsided, weremainvigilantand
continuetoletourcustomerknowthatourbeachesaresafeandfreeofoil.
Asoneofthemajordriversofjobsinthedestination, Icanalsoreportthatatthewritingof
thismessage, LeisureandHospitalityemploymentshowedaslightincreaseoverthepast
yearof1.1%.TotalLeisureandHospitalityemploymentforJulythisyearwas102,000
comparedto101,100ayearago. This,againstabackdropofunemploymentforMiami-Dade
Countyof13.3%fortheMonthofJuly.
CONVENTIONSALESDEPARTMENT
Duringthecurrentfiscalyear,the2009-2010ConventionSalesworkedwiththehotelsto
capturebusinessastheeconomystartedtoimproveinourdestination. ByearlyJanuary, we
didseeBusinesstravelincrease, (alesseningoftheAIGeffect) ascorporationsfreedup

someoftheirtravelandentertainmentbudgets.
TheTravelandConventionworld,earlyoninthisfiscalyear,sawusasanupbeat, positive
anddynamicdestinationwithgreatvaluethatcreatedmarketdemandthatwasnotmatched
byourcompetition. ThedestinationwasthehosttoexcellenteventsstartingwithArtBasel.
DuringJanuary2010, whichwashardesthitduringtheeconomicdownturnof2009, Greater
MiamihostedtheFedexOrangeBowl, theNFLProBowl,andSuperBowlXLIV. In
additiontothesegreatevents, thehighvaluecustomersstilldemandedluxury
accommodationsatamoreaffordableprice.
OurBureauSalesDepartmentwassmallerwiththreefewerpositions, butweredeployedto
makesuretheareasthatneededtobetendedtowerethefocusandhavehadsuccessin
producingthenumbers. Bothshorttermsmallermeetingsandthelongtermcitywidegroups
havebeenontheforefrontofoursalesefforts. Weworkedcloselywithourpartnersatthe
MiamiBeachConventionCenter(MBCC),GlobalSpectrum, CenterplateCateringandhotel
partnerstopresentcompetitivebidsforthoselargermeetingsconveninginshoulderperiods.
TheReturnonInspiration (ROI)Program (incentiveforbookingtheMBCC)initiated
throughtheMiamiBeachMayorsBlueRibbonPanelforthelastfewyearsinphasingout
somewhataswemoveforwardin2011andthisisagoodsignofsomerecoveryinour
hotels. However, weusedthatROI teaser inover70%ofouradsthisyearfortheMBCC
aswellintheadsforsmallmeetingswhichtotaledover $160,000inthesalesadvertising
budgetandhadareachinexcessof1millionreadersinthemagazines, emailnewslettersand
websitepresence.
Earlierintheyear,ourlong-timeConventionServicesDirectormovedtoCaliforniatojoin
herfamily. Thiswasatatimethatwewerestudyingthefeasibilityofoutsourcingboth
registrationandhousingservices. Ourgoalistoimplementthenewrecommendedapproach
tomanagingConventionServicesatthebeginningofnextfiscalyear. Webelievethese
changeswillhelpusincreasetheservicelevelstoallarrivingclientswhilepromotingrepeat
business.
ConventionSaleshighlightsforthispastfiscalyear2009-2010includedwelcomingseveral
highprofilecitywidemeetingsandeventsthatincludedbothdomesticandinternational
medicalmeetingsthatexperiencedrecordattendance. TheAmericanCollegeofAllergy
Asthma & Immunology(economicimpactof $6,376,550),SocietyofCriticalCareMedicine
economicimpactof $5,315,461)andtheAmericanAcademyofDermatology(economic
impactof $11,279,320),allhadanincreaseintheirinternationaldelegates. Dermatologyhad
itsrecordbreakingconventionforbothdomesticandinternationalattendeeswithover
19,000delegates. ThisindicatesthattheMiamibrandcontinuestohavegreatappeal,
especiallyinthemedicalarena.
InFiscalYear2010-2011,therearesomesignificantcitywidemeetingsutilizingtheMiami
BeachConventionCenter (MBCC)thatwillhelpfillhotelrooms,significantlyimpactingour
destinations occupancyandADRs. TheseMBCCusersinclude:
NationalMinoritySuppliersDevelopmentCouncil October2010 (3,000delegates)

Economicimpact: $4,658,006
AviationWeekAmericanConference April2011 (6,000attendees)
EconomicImpact: $6,307,425
AccentureSeniorExecutiveMeeting May2011 (5,000delegates)
AmericanStatisticalAssociation July2011 (4,500attendees)
Wearedevelopingplanstoco-hostsomesmallereventsthatwillbringintopexecutivesand
meetingplannerstoGreaterMiami. Theseindividualsareresponsibleforbookingfuture
meetingsandwillbefromtheAssociation, StateandCorporatemarkets. Theseinclude:
FloridaEncounter November2010 (200attendees)
FinancialInsuranceConferencePlanners November2010 (650delegates)
Committeeof100 December2010 (150CEOs)
AmericanBarAssociation -February2011 (20meetingplanners)
FloridaSocietyofAssociationExecutives (FSAE) July2011 (400attendees)
NursingOrganizationsAlliance November2011 (200attendees)
Italwayshelpsthesalesefforttohaveclientsintownexperiencingourcommunityfirst
hand. ThisNovember2010, wewillwelcometheFinancialInsuranceConferencePlanners
AnnualMeetingwhichwillattractover600delegatestotheFontainebleauResort. Over200
ofthoseattendeesarethedecisionmakersfromhighprofileInsuranceandFinancial
Institutions. Thisisanimportantaudienceforourhotelsbecauseitrepresentsahighly
sought-aftermarketbyourcompetitionandamarketthatwillplayakeyroleinour
destinations economicrecoverymovingforward. Welookforwardtoagoodreturnon
investment (ROI) forthismeetingthatwillresultinfuturebookingswithinourhotel

community.
InFiscalYear2010-2011,ourWashingtonD.C.RegionalOfficewillcontinuetoboostits
profileandgeneratestrongeralliancesandrelationshipsinthemarketplace. Wehavethe
rightstaffmembertherewhoisverywellknownintheindustry,passionateaboutsalesand
Miamiandshecontinuestobethe face oftheBureauandGreaterMiamiatallindustry
eventsinandaroundtheWashingtonD.C.area.
ThesalescollaborationbetweentheConventionSalesDepartmentandtheMarketing &
TourismInternationalGroupSalesDivisionstaffwillcontinuetodevelopandexpand. The
GroupSalesstaffpersonhasagreatprofilewithourhoteliersandhasinitiatedmany
successfulmissions, tripsandtradeshowsthathasgeneratedmanyInternationalsmall
meetingleadswhichourConventionSalesteamhasclosedon. Wehavebookedover2730
roomnightsthisyearwhichwillhaveaneconomicimpactofcloseto $1million.
ConventionSaleswillcontinueitspartnershipwithHinton & Grusich, anationallead
generatorfortheGreaterMiamiConvention & VisitorsBureau. Thispastyear,they

expandedtheirsalesreachfromnotonlytheMidwestbuttotheNortheast, Southeastand
WestCoastinsearchofbothcorporateandassociationbusiness. Throughtheirefforts,we
generated23bookingswhichrepresentsover7000roomnightsandover $1.7millionin
economicimpacttoourhotelsanddestination.
ConventionSaleswillcontinuetoworkwiththeMiami-DadeSportsCommissioninour
effortstofocusonshoulderbusiness. Thereareanumberofeventscurrentlybeingworked
onforfutureyearsthatincludetheWorldCupSoccerBidfor2018/2022andtheWorld
WrestlingEntertainment in2012.
Doingmorewithless willcontinuetobeakeymantra, movingforwardinfiscalyear
2010-2011. Wewillcontinuetolaythegroundworkforfuturecitywidebookingsandof
courseallhotelbookings. TheMiamiBeachConventionCenterupgrade, renovationandany
additionswillbecriticalinourpursuitofournewcitywidebusiness, especiallythoseinthe
Medical,Pharmaceutical, InsuranceandTechnologysectorsthatvaluemodernmeeting
spaces. Astheindustrysearchestofindthenew normal, thehigh-endcustomerwill

continuetoexpectmorevalueandcosteffectivenessinthedestinationtheychoose.
Wearecautiouslyoptimisticthatbusinessispickingupslowlyandhopethattrendcontinues
forGreaterMiami. Certainlytherearespecificmarketsthatwillreboundquickerthan
others. Currenttrendspointtothemedical, pharmaceuticalandhealthcaresectorsbeing
amongthosestrongestthatareholdingmarketshareandgainingaudienceinsomeinstances.
Thehotelswillhavetocontinuetobecompetitiveinsummermonths. Atprimetime,
however,ourhotelswillgraduallytrytoraisetheratesandrecouptothelevelsachievedin
2008. Aslongasourinternationaleconomiesremainfirm,groupsshouldbeabletogrow
theirinternationalattendanceinMiamiwiththestrengthofthebrand.
MARKETING & TOURISMDEPARTMENT

Thefiscalchallengesof2008-2009,ledtonecessarystaffadjustmentsduringthecurrentfiscal
year2009-2010directlyaffectingseveralareasintheMarketing & TourismDepartment.
Whilethiscompelledseveralstafftoassumemoreresponsibilitiesacrossdivisionallines,the
netbenefithasbeenamoreefficientandstrategicapproachtobusinesswhilegenerating
greatersynergiesamongstthevariousteammembers.
OneclearexampleofthishasbeentheBoutiqueandLifestyleHotelProgramthatineffect
expandeditseffortsduringthecurrentyear,2009-2010. Thisisaresultofmorestaffmembers
usingtheirexpertisetosupportthisprogram. Inaddition,thereisamorecomprehensive
relationshipwiththelocalfilmofficestohelpdriveincrementalproductionbusinessintothe
destinationwhichiscriticalforthissegment.Tohelpguidethisprocess, theBoutiqueHotel
TaskForcewasre-establishedandhasmetonaquarterlybasistoprovideinputintotheoverall
efforts.PlanscallforanewBoutiqueandLifestyleHotelGuideandWebsitenextfiscalyear
2010-2011.
Furtherrecognizingtheimportanceoftheinternationalmarket(48%ofourbusiness), the
GMCVBundertookanambitiousexpansionofitsrepresentationnetworkadding4
representativesthispastyearinthemarketsofEcuador, Peru,ColombiaandVenezuela.
Thesejoinourlong-standingrelationshipsinBrazil,Germany, France, Argentina,Mexico,

UnitedKingdom,andCanada. Intotal,wenowhave17travelprofessionalsrepresentingusin
19countries includingalltopfeedermarkets. Inthecomingfiscalyear,wearelookingtoadd
othersourcemarketssuchastheBahamas, ItalyandSpain. Thisteamwillcontinuetoprovide
in-marketintelligenceandalsoprovidesalessupporttothetraveltradeespeciallyinthose
marketsthatarebenefittingfromneworexpandedairlift.
OurhighlysuccessfulspecialtymarketingprogramssuchasMiamiSpice (August-September)
andMiamiSpaMonths (July-August) continuedtoexpandwithrecordparticipationinboth.
Thesearepartofanever-growingportfoliothatincludesMiamiMuseumsMonth (May),
MiamiAttractionsMonth (October) andwhichallowustoengagekeyconstituentsandprovide
incrementalmarketingsupportatkeyneedperiods. Asimportantly, theyprovidenewand

expandedoptionsandtremendousvaluefortouristsandresidentsalikeduringthesummerand
shoulderseason. BasedonourhighlysuccessfultrackrecordandthemodelsetbyMiami
Spice, wearedevelopingaprogramthatwillshowcaseMiamisgrowingLiveMusicsceneas
yetanotherreasontoexperienceMiami.
Whilefacingchallengesisnothingnewtoourdestination, theGulfOilSpillhadthepotential
ofderailingtherecoveryandimpactingourindustrylikenootherdisasterbefore. Itpresented
challengestotheentireGulfregionandtothehospitalityindustryinparticular. Whilethere
wasnodirectimpacttoourdestination, someminorcancellationswerereportedanditwasfelt
thatfuturebusinessreservationswereslightlyoff.However, thankstotheleadershipofmany,
theGMCVBwassuccessfulinsecuringa $1.25millionStateofFloridagranttohelpmarket
thedestinationandaddressthemisperceptionoftheimpacttoourareas. Whilethemajorityof
theStatefocuseditseffortsdomestically, weinvestedprimarilyininternationalmarketswhich
arguablyweremostchallengedinrecognizingthegeographybetweentheimpactedpartsofthe
StateandMiami.Thesedollarsallowedustodeployconsumeradvertisingandpromotionsin
ourkeyglobalmarkets.Thoseeffortsdroveactivitytoanewwebportal -SeeMiamiLive.com thatwaslaunchedtoallowcustomerstoseeforthemselvesthatourbeacheswereaspristineas
ever.Practicallyinrealtime,thedestinationwasshowcasedthroughacombinationof
webcamsandvideotestimonials.Whilethiseffortwaslaunchedinresponsetothiscrisis, its
successwillbeintegratedintoourcoremarketingeffortsinthecomingfiscalyear.
Leveragingpartnerships hasallowedustoestablishaclearpathtorecoveryandthe Miami-
WhereWorldsMeet (WWM)initiativeisthemostcomprehensivepartnershipprograminthe
historyoftheBureauwithmorethan $4.0millioninincrementalmarketingdollarsdeployedto
date.WithfundingsupportfromourpartnersatAmericanAirlines, theBeaconCouncil,
Miami-DadeCounty,TheDowntownDevelopmentAuthority,BaptistHealthofSouthFlorida,
MiamiInternationalAirportandthePortofMiami,wehavebeenabletolaunchaggressive
advertisingeffortsinkeymarketspromotingGreaterMiamiasaplacetolive,work,playand
meet. Phase2ofthisprogramwaslaunchedthispastfiscalyear,concentratingontheprimary
marketsofNewYork,CanadaandBrazil.Althoughallpartnerscontinuedtobefiscally
challenged, thecommitmentbyallistoidentifyresourcestoinstitutionalizethisprogramand
carryoutaPhase3infallofthecomingfiscalyear.
BoththeGulfOilSpillresponseandWWMbroughtpreciousincrementalmarketingdollarsto
oureffortsinayearthathadseenareductionofourbasebudget.This,coupledwiththeteams
flexibility,creativity,commitmentandresilience, hasallowedustoachievegreatsuccessthis
pastfiscalyear.Thechallengemovingforwardwillbetosustainthemomentumofthepast
sevenmonthsrecognizingthatresourceswillstillbeachallengeaswecontinueonthispathto
recovery. Akeystrategyinfiscalyear2010-2011, willbefurtherleveragingpartners,
developingprogramsthatattractinvestment, negotiatingaggressively, re-evaluatingnon-core
strategiesandrethinkinghowprimarygoalscanbeachievedwithgreaterefficiency. Effortsin
ourprimarymarketswillcontinuetobeexpandedbutwewillbemonitoringsecondaryand
emergingareasforopportunity. Wellfurtheralignourpromotionaleffortswithhow
consumersaremakingtheirtraveldecision. AstheU.S.consumercontinuestobeempowered,
andtheroleoftheU.S.TravelAgentevolves, somustwe,bytransitioningsomeeffortsand
resourcesdirectlytothecustomer. Bycontrast, Internationaltraveltradecontinuestobevery
importantandthoseinourkeymarketswillseeincrementalefforts.
FINANCE & ADMINISTRATION

th
FinanceandAdministration (F&A)successfullycompletedits19annualindependentaudit
withoutmanagementcommentsundertheengagementoftheauditorsMcGladrey & Pullen.
TheFinance & AdministrationDepartment continuedtomanagetheaccountingactivitiesof

theBlackHospitalityInitiative,formerlytheVisitorHumanResourceDevelopmentCouncil
VIC),anot-for-profitorganization.
SupportandenhancementoftheBureausSalesandMarketingeffortsremainthemajor
objectiveoftheDepartment. Tohelpsustainourmarketingdriveduringtheglobaleconomic
crisis, thisyearalone,theFinance & AdministrationDepartmentreduced theoperatingand

maintenancecontractsbyanother $150,000. Wereducedcostslastfiscalyearbyasimilar
amountaswellasreducedstaff.
Duringthecurrentfiscalyear2009-2010,theFinance & AdministrationDepartmenthas

concentratedontrainingsalesandservicestaffonDestination3000,ourdatabasemanagement
systemand Informz, oure-mailmarketingsystem. OurMarketingDepartmenthasreported
that Informz hasalreadygeneratedtens-of-thousandsofdollarsinsavingsbyavoidingthe

needtooutsourceouremailingactivities.
Additionally, specializedtrainingseminarsinDestination3000MemberExtranethavebeen
facilitatedforourBureaumembersinordertoprovidepersonalizedinstructionfocusedonour
members. Thiscomponentallowsourmemberssecuredaccesstoourmemberdatabase
Destination3000,toretrieveleads, accessmeetingplannersrequestsforproposals, aswellas
updatetheirmemberprofilesandcontactinformation. TheMemberExtranetwillalso
facilitateourResearchDivisioninitsresearchanddevelopmentofsurveys.
Overthecourseofthefollowingfiscalyear2010-2011,theFinance & Administration
Departmentwillcontinuetostriveforanothercleanauditwithoutmanagementcomments.
Additionally,significantenergywillbeundertakentocompleteourtrainingofourmemberson
theMemberExtranet. Wehopetoalsoestablishrecurringperiodicupdatetrainingforour
members. OurITDivisionwillbeimplementingVirtualComputingthussignificantly
reducingourcomputinghardwarecosts. ITwillalsoworkwithourAccountingDivisionto
integratemembershipbillingthusmakingtheentirebillingprocesspaperless.
TheFinance & AdministrationDepartmentwillcontinuetosupportsalesandmarketinginan
efforttokeepourBureauontheleadingedgeoftechnologyforaddressingneedsand
generatingcustomersatisfaction.
CONCLUSION
In2010-2011, wewillcontinueourworkwiththeleadershipofTheCityofMiamiBeachand
Miami-DadeCountyinmovingforwardwithaplantomaketheMiamiBeachConvention
Centercompetitiveinthemeetingsandconventionindustryforthefuture. Withthehelpof
ourChairmanandBoardleadership,theBureauwillconductanannualBoardretreatand
initiatethedevelopmentofanupdatedfive (5)yearstrategicplan.
IwouldliketothankthestaffforhelpingmepreparethisAnnualIntegratedMarketingPlan,
Budget, ProgramofWork. IwouldliketothankItaMoriartyandRolandoAedofortheir

outstandingpreparationoftheirsectionsonthebudget. Iwouldparticularlyliketothank
AlvinWestandhisstafffortheirinvaluableassistanceincoordinatingandhelpingpreparethis
recommendedbudget.
Respectfullysubmitted,
WilliamD.Talbert,III,CDME
President & CEO
AnnualIntegratedMarketingPlan
ConventionSales
RecurringGoal#1
Increaselong-termbookingsofconventions, meetingsandtradeshowsfrom2011andbeyond.
Withthefullcomplementofhotelson-line,andmorecontinuingtoopen,thishelpssupport
ConventionCentercitywidemeetingsand theoverallhotelpackagepresentedforMiamiBeach
ConventionCenter(MBCC)groups.Acontinuinggoalwillbetoincrease2010andbeyond
shorttermmeetingsforhotelbusiness.Astheyearbegan, thehotelswerestillexperiencing
softnessinthegroupmarketandsomeattritionfromthegroupsthatwerebooked. The
economicconditionsstartedtobeabitmorepositiveinJanuary2010withSuperbowl, ProBowl
andvariouswinteractivities.Wewillcontinuetomessageandrebrandourluxurydestinationas
onethatpresentsvalueandgreatreturnoninvestmentwithincreasedattendance, bothdomestic
andinternational, strongsatisfactionratioandoverallsuccessfulprograms.
CurrentYear2009-2010Update
InFiscalYear2009-2010, theConventionSalesDepartmentconfirmed30MBCCbookings
representing80,018roomnightsthroughJuly2010withaneconomicimpactofover$59
million.22meetingswerebookedfortheMiamiConventionCenter/AmericanAirlinesArena
representing49,558roomnightsthroughJuly2010withaneconomicimpactofover $21
million, and481hotelmeetingswereconfirmedfor236,352room-nightswithaneconomic
impactofover $111million. Thistotalof533bookingsfor365,928roomnightsrepresentsan
economicimpactofover $191million. (throughJuly, 2010). Weare25%aheadoflastyears

bookedroomnightsand19%overourleadgenerationandwellonourwaytoachievingour
goalsinmostareas. Consideringwestartedtheyearwithfewersalesmanagersbecauseof
budgetcuts, wearehavinggreatsuccesswithproducing morewithless. Theoneareathat
needsimprovementonproductivityistheMiamiBeachConventionCenter. Inordertobe
successfulmovingforwardwithincreasedbookingswemusthaveaconcretetimingand
announcementforanyexpansionorrenovationplansforourcustomerstorelookatour
destination.
ConventionSales
BudgetYear2010-201l
Thefollowingstrategiesandtacticswillbeimplementedintheupcomingbudgetyear:
Strategy1:
GenerateConventionCenterleadsbytargetingcitiesinselectgeographicareasand
businessesinkeycategories. Tradeshowcompanies, associationsandcorporationsarea

primesourceofnewprospectsandthemedical, technologyandpharmaceuticalfields
continuetobeofinteresttoourhotels. Wewilltargetmeetings, conventionsandtrade
showbusinessesthatwilluse1,500peakroomnightstofilltheConventionCenterand
meetourhotelneedsforcustomersorinshoulderperiods.
Tactics:
Generatecommunicationsviatelemarketingcontactsande-mail. Global
SpectrumManagementatMiamiBeachConventionCenterandBureausales
staffbeganeffortsthisyearwhichwillbecontinuedinfiscalyear2010-2011
toconductphoneblitzestargetedtocenterusersinordertogenerateleads
especiallyinthesummer/shoulderperiods.
ContinuetheworkbegunthisyearwithGlobalSpectrum, GMCVB,Messe
SchweizandtheCityofMiamiBeachtoforgepartnershipswithpotential
tradeshowproducersofInternationalgroups. Wewillcontinuetopromote
thecenterandcityatthevariousshowswecoordinatetogethereachfiscal
yearanddistributethe WhereWorldsMeet brochuretoallaudiences. This
effortwasexpandedin2009/10andwillcontinuein2010-2011byexhibiting
attwonewInternationalshows.
ConductsevensalesblitzestothecitiesofWashingtonDC,Chicago,andthe
NewYorkarea. Ourpartners, GlobalSpectrumattheMiamiBeach
ConventionCenter (MBCC) willbeinvitedwithustopromoteconvention
centerbusiness.
Increaseexposuretothedestinationviasitevisits. Targetmarketingeffortsto
producesitevisitationsbyindividualdecision-makers, boardsofdirectors, site

committees, tradeshowmanagementteamsandkeyexhibitors.
2
ConventionSales
Conducttwocenterfamiliarizationtripstohostatleast15customerswho
producecorporate, International, Tradeand/orassociationcitywidemeetings
andorchestratethiswithGlobalSpectrumManagementteamattheMBCC.
WewillalsohostBoardofDirectorsMeetings, sitevisitsandtoursofthe
centertostimulateinterestinbookingtheMiamiBeachConventionCenter
Participatein30industrytradeshows, conventionsandsalesforums.The
ActionCalendarwilldetailthedepartments scheduleofindustryconventions
andtradeshowsandbothhotelsandCenterstaffarewelcomedtojoinus.
ContinueanIncentiveProgramtoenticesummerconventionsattheMBCC
thatwillgenerategoodeconomicreturn.TheProgramwillexpandfromlast
years ROI,astheeconomictidehaschangedforthebetterinourhotels
overall. However, whensolicitingasummermeeting, theGMCVB,our
hotelsandGlobalSpectrumwillcomeupwithcreativeofferingstopresent
eachclientonanindividualbasis.
Strategy2:
Continuetogenerateexcitementaboutnewcitydevelopmentsbyrepresentingthe
destinationatmajortradeshowsandmeetingsandbycontinuingouraggressive
conventiondestinationfamiliarizationreviewprogram,sponsorshipsatindustry
functions,conductingsmalldinnerdestinationeventsandtakingourshowcaseeventson
theroadtotellthedestinationsstorywiththenew ValueAddedComponent inour
brandingefforts.
Tactics:
HostexcitingdestinationreviewscorrespondingwithspecialeventsandminifamiliarizationtoursforprospectivebuyerstoshowcasetheConvention
Centerandsurroundingarea.(perhapscapitalizeonthenewMiamiHeat
Teamwhichisgeneratinglotsofexcitement).
ConventionSales
Schedulefivefamiliarizationtripswhichwillbesupplementedwithover200
siteinspectionsforusersofboththeConventionCenterandin-househotel
meetings.
Produceshowcaseeventsinkeytargetcitiesandoncertainshowspartnering
withhotels, Hinton& Grusich, VisitFloridaandGlobalSpectrum
ManagementatMBCC.
Targetmajorcitiestohosteventsandconductsimilareffortsinsecondary
marketsof:Minneapolis, St.Louis,Houston, Dallas, addingSanAntonio,

whichwouldconsistofsalescalls,lunchesanddinnerswithourkey
customers.
Organizeandimplementsalesblitzes. OurPOW2010-2011Activity
Calendaroutlines12SalesBlitzestobeconducted.
Sponsoreventsatkeyindustryannualconventionsortradeshowssuchas:
FinancialInsuranceConferencePlannerswhichwillbehereinMiamiBeach
thisyear. Theseareopportunitiestosponsorfunctionsandmakepresentations
onourdestination. Wecontinuetogetimmersedwiththehotelsinthe
financialandinsurancemarketsaswegearuptoco-hosttheFICPannual
meetingNovember2010attheFontainebleauResort.
Strategy3:
Continuetotargetmajormulti-managementandtradeshowcompanieswhichrepresenta
significantnumberoforganizationsthatcangeneratenewbusinessfortheConvention
Centerandindividualhotelproperties.
ConventionSales
Tactics:
Solicitmulti-managementandtradeshowcompaniestohosttheirExecutive
ManagementretreatmeetingsinGreaterMiami.
Invitemulti-managementcompaniestohostmeetingsinMiamiand
participateinfamiliarizationtrips. ConventionSaleswillattendallmultimanagementcompanyannualtradeshowswhichinclude: HelmsBriscoe,
ConferenceDirect,AmericanExpress, SmithBucklin, International
AssociationofAssociationManagementCompanies(IAAMC)andKellen
Company.
SponsoreventsatIAAMCwhichtargetsallmanagementcompanies.
EachyearcontinuetopresentattheIAAMCBoardMeetingpriorto
AmericanSocietyofAssociationExecutives (ASAE) toselltheGreater
Miamidestinationandpromotethenewadditionstoourproduct.
Strategy4:
AdvertiseinkeytradepublicationstopositionGreaterMiamifavorably, highlighting
newdevelopmentsthatwilldrawattendeesfortradeshows, smallermeetingsand
conventions.Thislastyearwebegantorebrandthedestinationonceagaintohighlight
theValueinaLuxurydestination.
Tactics:
Advertiseinselectindustrypublicationswhichtieinwiththemarkets
currentlybookinginthiseconomicclimate.
Pollmemberhotelstoidentifyingpublicationsforouryear-longadvertising
efforts. Thesepublicationswouldcovertheassociation, corporate, tradeshow,
insuranceandincentivemarkets.
Advertiseinselectedinsurancemagazinesandlocalchaptersofindustry
organizationssuchasProfessionalConventionManagementAssociation,
InternationalAssociationofExhibitions & Events, MeetingProfessionals
International, ExecutiveUpdate, etc.
ConventionSales
BudgetYear2010-2011
Thefollowingstrategyandtacticswillbeimplementedintheupcomingbudgetyear:
Strategy1:
Thefirstapproachwillbetomaintainthestaffinoursalesdepartment. Wecontinueto
addresstheneedsofthesmallmeetingsmarketbygoingbacktothebasicsofsales. All
ofoursalesmanagersarehandlingbothsmallandlargegroupsforcontinuityofservice
tothecustomerandbestusageofareducedsalesstaff.
Tactics:
Continuetovaluesmallmeetingsforourhotels.
ImplementnewDirectMailandadvertisingprogramspromotinganyofthe
valuepropositionsbyourhotelcommunity.
Alwaysbereadytore-deploythestafftobetteraddressthedemandsofthe
marketplace.
Targetspecificshowsthatbenefitthecurrenteconomicconditionsand
marketsforabroadrangeofhotelproduct.
TargetmorebanneradsdrivingRFPtraffictoourwebsiteonhighlyvisible
newslettersandindustrysites.
WorkwiththeGMCVBInternationalIncentiveSales Managertocloseonthe
leadsthataregeneratedfromtheattendanceatinternationaltradeshows.
Strategy2:
Internet-basedRFPprogramwhichhighlights sitebenefitswasintroducedtwoyearsago
andwillbeexpanded. OurstrategyistoincreasethevisibilityofourRFPsitetothe
corporateandassociationmarketsthroughadvertising, newslettersandemailblasts. The
systemisalreadymorestreamlinedwithournewdatabaseandtiesinwiththeRFPsand
ourD-3000accounts.
ConventionSales
Tactics:
Usee-mailInformztopromotevalueperiodsandhotelavailability.
DrivetraffictothewebsiteandRFPsitethroughadvertisingplacement
throughouttheyear.
IdentifyandtrackclientswhousetheRFPsiteandincludetheminanemail
newsletterthatwasimplementedfouryearsago, andwillbecontinuedin
2011.
ContinuallyupdateandreviseourWebbasedRFPprocessbycomparingto
otherhotelsandbureaustokeepupwithindustrystandards.
Strategy3:
Advertiseinkeytradepublicationsinordertoalertcorporate, regionalandassociation
plannersofnewpromotionaldevelopmentsinourshort-termhotelandConvention
Centerbusiness.
Tactics:
Advertiseinindustrypublicationsande-basedsites.
DevelopouradvertisingschedulewithinputfromourhotelsandConvention
Center.
Generateanotherco-opadprogramwithourhotelstopromoteourValue
offersinthesummerandtodrivetraffictothewebsitesofourhotelpartners
andtheBureau.
RecurringGoal #3
Maintainandconfirmadefinednumberofannuallong-termMiamiBeachConventionCenter
bookingsofconventionstogenerateadefinednumberofroomnightsforourhotelcommunity.
ConventionSales
InFiscalYear2009-2010, theConventionSalesDepartmentworkedcloselywiththeannual
long-termusersattheMiamiBeachConventionCentertoprovidehotelassistance,attendance
builders, conventionservicesassistanceanddateassistance,whennecessary.
BudgetYear2010-2011
Strategy1:
Maintainandstrengthenrelationshipswithannualtradeshowclientsthathavemadethe
MiamiBeachConventionCentertheirhome. Solicittheirinputtoidentifyindustry-wide
trendsandsuggestionsforincreasingMiamisattractivenessasaconventiondestination.
Thispastyear, theeconomicshavechangedmanyoftherepeatshowsandweare
workingwiththemandtheCenterstafftoadjustspaceorroomblockswhennecessary.
WewillcontinuetoreachoutthisyeartoprovidemoreServicesfromtheBureauto
assistwithdrivingattendance, maintainingaudienceorassistinginwelcomingthe
groups.
Tactics:
WorkwiththeMBCCmanagersandGlobalSpectrumtopromoteandexpand
ourrelationshipswiththeregularusersfromaConventionServicesaspect,as
wellasassistingtheminexpandingtheirroomblocksoradjustingthemifour
currenteconomyisaffectingtheirattendance.
Maintainrelationshipsforendorsements, testimonialsandpromotional
opportunities. Worktodriveattendancethroughnewsletters, emailblastsor
advertising.
Nurturetherelationshipsofrepeatcustomerstoensuretheirsatisfactionwith
thecommunity, ConventionCenterandBureau. Thisisreflectedonour
CustomerSatisfactionSurveysthatwesendtoallusersoftheConvention
Center.
9
ConventionSales
AlongwiththeMBCCSalesstaff,keeptherepeatcustomerinformedofall
changesinourcommunity,construction,hotelissuesandfuturecenter
renovationswhenoutlined.
RecurringGoal #4
ProducenewbusinessthroughtheWashingtonDCoffice. TheDirectorsresponsibilityhasbeen
expandedbeyondgeneratingnewleadstosecuringdefinitiveroomnightsforhouseaccounts.
InFiscalYear2009-2010,theWashingtonDCOfficewasfinallystaffedwithaSeniorSales
ManagerfamiliarwiththeDCMarketandwellknowninthisarena.ShehasputGreaterMiami
backinthemindsofourcustomersthereandhasparticipatedineveryregionaleventpossibleto
sellthedestination.
BudgetYear2010-2011
OurSalesDirectorinDCwillcontinuetheprocessalreadybeguntopromoteGreaterMiamito
thisveryimportantassociationandcorporatebasedbusiness. Sheischargedwithgenerating
leads, maintainingstrongallianceswithindustrypartnersandisresponsibleforbookingbusiness
withroomnightsinconjunctionwiththeMiamiSalesTeam.
Strategy1:
TheWashingtonDCsalesofficewillaccomplishthesesalesobjectivesthroughpersonal
salescallsandtelephonesalesefforts.Additionally, theDCofficewillconductextensive
networkingatWashingtonDCindustryevents. ThesalesstaffinDCwillworkwith
clientsoncityfamiliarizationtripsincludingarrangingparticipationforindividualsite
inspections.
10
ConventionSales
Tactics:
Conductin-personsalescontacts. TheDirectorsgoalincludesatleastthree
appointmentsperweek.
Maintainday-to-daysalesactivitiesincludingsalescalls,telemarketing,email
correspondenceandprospecting.
AttendmonthlymeetingsoflocalchaptersofInternationalAssociationof
Exhibitions & Events, ProfessionalConventionManagementAssociation
Summit, AmericanSocietyforAssociationExecutivesAnnualMeeting &

Exposition,MeetingProfessionalsInternational,AssociationofManagement
Professionals, andSocietyofGovernmentMeetingPlanners.
IdentifyneweventsandshowstosellandattendinordertopromoteGreater
Miami.
ParticipateinmajorindustryorganizationsandthelocalchaptersandnationallevelcommitteesinordertoheightenexposureoftheDCofficeas
representativesforGreaterMiami.
MaintainapresenceatindustrytradeshowsintheDCmarketandcontinueto
monitorthoseresultsintheupcomingyear.
ParticipateinselectednationalmeetingsandtradeshowssuchasProfessional
ConventionManagementAssociationSummit, AmericanSocietyfor
AssociationExecutivesAnnualMeeting & ExpositionandSocietyof
GovernmentMeetingPlannersiftheappropriateROIisexpected.
Strategy2:
Conductsmallclientdinnersfor10-12associationandtradeshowclientsinordertoupdate
themonhospitalitydevelopmentsinGreaterMiami.
Tactics:
Targetspecificmeetingplannersandexecutiveofficersfordinnersand
luncheons. TheDCofficehascertainhouseaccountstosolicitonaregular
basisforbothleadsandbookings.
11
ConventionSales
Targetvariousmarketsegmentssuchasmedicalgroups, corporations,etc.to
hostsmallmealfunctionsforexecutivesormeetingplannerstopromote
GreaterMiami.
Inviteourhotelpartners, MBCCsalesstaffandothercommunityleadersfrom
GreaterMiamitoassistusinsellingtoourindustryclients.
RecurringGoal #5
TheConventionSalesDepartmentwillcontinuetodevelopstrongcommunicationwiththe
destinationshotelsandotherkeybusinesspartnersinfiscalyear2010-2011.
InFiscalYear2009-2010, theConventionSalesDepartmentcontinuedvariousformsof
communicationwithourhotelpartnersandthestaffofMBCC;GeographicalTaskForce
meetings, DirectorsofSalesForum,GeneralManagers meetingsaswellasprovidingup-to-date
informationviatheweekly WhatsHappeningReport. Wealsocontinuedastrongalliance
withtheMiami-DadeSportsCommission, Miami-DadeGayandLesbianChamber, andour
AssociateVicePresidentofCulturalTourism, whohasadirectrelationshipwiththeArtsand
CulturalcommunityinGreaterMiami. Thesepartnershipshaveledtomanyleadsandbookings
resultingfromthesestronglocalalliances. Wewillcontinuetoaskfortheirassistancein
identifyinggroupsandmeetingstosolicitwiththeirassistanceandsupport.
BudgetYear2010-2011
Strategy1:
Roundtablemeetingswillbecontinuedwithkeyhotelsaswellasotherbusinesspartners
toshareideasanddiscussmarketingopportunities.Thesemeetingskeepkeybusiness
partnersinformedontheBureausresponsibilitiestothecommunitywhilediscussing
currentandfuturegoals. Thispastyear,asthefirstquarterpickedup,meetingwiththe
12
ConventionServices
Strategy2:
ImplementtheoutsourcingofHousingBureauservices.
Formulateanddistributearequestforproposal (RFP) forhousing.
Implementthetransferofservicesfromin-housetooutsourcingcompany.
Clientcommunicationtoallfuturebookingsadvisingthemofthenew
policies.
TheGMCVBwillcontinuetopromoteourpreferredvendorforhousing
servicestopotentialclients.
RecurringGoal #3
EffectivelycoordinateBureaushowcaseevents, VenueReviews, sponsorshipsandspecial

events.
InFiscalYear2009-2010,theConventionServicesDepartmentprovidedkeyservicesfor:
Eightcity-wideconventions.
Fourvenuereviewtripshosting54clients.
PCMAEducationFoundationPartnershipSummitApril2010- Organizedattendees
transportation, openingreception, dine-a-roundandattendeeoffsitetours.
OrganizedclosingreceptionforASAEFellowsRetreatJune2010.
ParticipatedontheFinancial & InsuranceConferencePlanners (FICP) 2010Design

Team, whichcreatedthemarketingcampaign, educationcomponents, generalsessions
andsocialeventsfortheconvention, whichwilltakeplaceattheFontainebleauMiami
BeachinNovember2010.
GMCVBDirectorofConventionServiceswasontheBoardofDirectorsforSouth
FloridaMeetingProfessionalsInternationalasVPofFinance.
17
ConventionServices
BudgetYear2010-2011
Strategy1:
Meetwithstafftobrainstormanddesigneventsspecifictotheirdefinedgoals.
Tactics:
Selectsiteandcoordinateallelementsincludingmenus, entertainment, rooms,
travel,invitationprocessandclientparticipation.
Developandmanageeventbudget.
Establishandorchestrateeventtimelines.
Maintaincommunicationamonginternaldepartments, ConventionCenterand
otherpartners.
Conductpre-meetingandpost-eventcritique.
ContinuetoworkwithSalesstafftoconductfamiliarizationtrips,special
eventsandcoordinatedsitevisits.
Trackin-kindservicesgeneratedfromhotelandotherbusinesspartnersto
effectivelytrackReturnonInvestment.
Strategy2:
ImplementstrategicbrandingandmarketingofGreaterMiamitotheConventionand
MeetingsIndustry.
Tactics:
Coordinatestorage, maintenanceandenhancementsoftradeshowbooth
componentsincludingscreensandtabletopsworkingwithourmember
Exposition/Displaycompanies.
Maximizeuseofnewboothsanddisplaymaterialsdesignedduringfiscalyear
2009-2010andcarryoverto2010-2011.
Strategy3:
MaintainanddistributeinventoryofthemedpromotionalitemsusedtoreinforceGreater
Miami.
18
TourismSales
RecurringGoal #1:
InfluenceandeducatetravelplannersandtraveltradedecisionmakersonGreaterMiami
asthedestinationofchoicefortheirclientsandsuccessfullymeettheirsalesobjectives
byprovidingcomprehensivesupport.
Infiscalyear2009-10,theTourismSalesDivisionsuccessfullydesignedandexecuteda
ProgramofWorkthatresultedinmorethan125tradeshows/missionsbothdomestically
andin24countriesdirectlyinteractingwithmorethan15,000clientcontacts. We
continuedourInternationalofficeexpansionwithtwonewofficesactivatedinEcuador &
Venezuela. FurthersupportingLatinAmericasvisitorgrowthintoMiami,we
successfullydevelopedthreenewmembermissionsfocusedondevelopinggroup
business. DuringtheseMeetingPlannerfocusedmissions, theTourismSalesteamand
GMCVBmembersmetwithkeymeetingplanners, IncentiveHousesandcorporate
businessaccountsinArgentina, Brazil & Mexicowiththeobjectiveofbooking
incrementalroomnightsforthedestination. Furthersupportingourpre/postcruise
activities,wewerethehostcityfortheHomeBasedTravelAgentForumduring
SeptemberinpartnershipwithPortofMiamihostingover1,100homebasedagentsalong
withplannedsiteinspectionsofcruisevesselsatPortofMiami. Finally,recognizingthe
importanceofChinaasakeyemergingmarketfortheUSAandMiami,weexpandedour
luredestinationbrochuretonowincludeChineseasoneofourfeaturedlanguages.
BudgetYear2010-2011
Thefollowingstrategiesandtacticswillbeimplementedintheupcomingbudgetyear.
Strategy1:
DesignanddirectanannualInternationalandDomesticSalesProgramwhichwill
interactwithandsupportkeytravelplannersandtraveltradecolleaguestargeting
topproducingmarketsaswellasemergingmarkets.
TourismSales
FurtherleverageMiamis newpartnershipwithVirtuosoviatheir
newsletter, tradeshow (TravelMart)andthroughtheirtradeandconsumer
publications. Virtuosoisanetworkoftheworldsfinesttravelagencies
withknowledgeableadvisorswhodrawuponfirst-handexperiencetocraft
theperfectluxuriousvacationfortheirclients. Virtuososaffiliatedtravel
advisorshaveglobalconnectionswiththebesthotels, cruiselines,airlines
andtourcompanies. Asadestination, leveragingthispartnershipiswill
furthersupportthepromotionofMiamis luxuryassets.
ExpandtheBoutiqueHotel,Film,Fashion & EntertainmentProgram
representingapproximately100BoutiqueHotelsin30nichemarkets.
Effortstobefocused onspecialtytrade,partnershipsandconsumer
lifestyle,focusingonfilm,fashion, entertainment, music, production,
TravelAgents, designeventslifestyleconsumersandsomeGLBTin
nationalandinternationalmarkets.
DesignandimplementaBoutiqueHotel,Film,Fashion & Entertainment
mediaplantosupportaboveefforts.
DesignandimplementatargetedCulturalTourismandHeritageTravel
Programincludinghostingandfacilitatingfamiliarizationtours,industry
presentationsandcollateralsupport. Additionally, participationin10

CulturalandHeritageInternationalandNationalconferencesandtrade
shows.
TourismSales
DesignandimplementatargetedGay & LesbianTravelProgram

includingparticipationinrelatedtradeshows, conferencesandspecial
eventsinpartnershipwiththeMiami-DadeGay & LesbianChamberof
CommerceandthenewlyopenedVisitorCenterandotherkeyGLBT
stakeholders. Planscurrentlycallfor14programstobeconductedaswell
asourongoingsupportoftheWhiteParty,WinterParty,AquaGirl,the
MiamiGay & LesbianFilmFestival,SizzleMiami,MiamiBeach
BRUTHAZ,PrideLinesandtheMiamiBeachGayPrideWeekend. These
effortswillbesupplementedbyatargetingadvertisingeffortwhichwill
showcasetheMiamibrandandthesignatureGLBTeventsinour
community.
ContinuetopromoteandsupportourshoppingpartnersviaourShop
MiamiProgrambyprovidingsalesandcollateralsupport (inmultiple
languages).
Continuetopromotepre-and-postcruisevisitoractivity,workingclosely
withCruiseLineInternationalAssociation (CLIA),theAmericanSociety
ofTravelAgents (ASTA)localcruiselinesandthePortofMiami.This
willincludeparticipationinCLIAconferences, Cruise360, andCruise

ShippingMiami (formerlyknownasSeaTrade) eventaswellashosting
approximately1,200cruiseagentsviatravelagentfamiliarizationtours.
PromotefamilytraveltothedestinationbyexpandingtheAmazingMiami
AttractionsProgramandincorporatingtheVIPattractionspasswithour
traveltradeefforts.
MediaRelations & Promotions
RecurringGoal #1:
InfluenceconsumerperceptionsaboutMiamiasanart-centric,tropicalandcosmopolitan
destinationofchoicetothehigh-valuecustomerthrough:placementofeditorialstoriesin
avarietyofconsumerandtravelmediaoutletsincoremarketsandthroughexperiential
promotionalconsumerexperiencesandstunts.
Infiscalyear2009-10,theMediaRelationsDivisionsuccessfullydesignedandexecuted
aProgramofWorkresultinginthecompletionof16targetedmediamissions, hosting24
especiallythemedfamiliarizationtoursandassistingintheplanningandservicingof
morethan272mediavisitsresearchingandfeaturingMiamiand28specialmedia
projectstotalinginapromotionalvalueofnearly $1million.Theseeffortsarecalculated
tohaveproducedfeaturearticlesandelectronicbroadcasts (primarilytelevision) creating
morethan2.8 billionimpressionswithanestimatedcomparableadvalueofmorethan
18millioninadvertisingequivalency
BudgetYear2010-2011
Strategy1:
Directaninformative,targetedpressreleasegoalofapproximately40GMCVB
pressreleases, alerts, medianewsletters, advertorialsandindustryreleaseswhich
reinforcethebrand.
Tactics:
Providethemostup-to-date,positiveinformationtoallaudienceswith
Whats Happening pressreleasesonaregularbasis.
Utilizepressreleasestohighlighttraveltrends, events, new

developments, financialnews, festivalinformationandothernewsina
timely,accurateandtargetedfashion.
MediaRelations
BudgetYear 2010-2011
Strategy1:
Directapressreleaseprogrampromotingmeetingfacilities,developmentupdates
andnewtourismproductstotargetedmeetingplannerpublications.
Tactics:
Identifyanddistributeupdatesregularlytoappropriatetrademedia
outlets (i.e.,Whats Newrelease).
UpdatetheevergreenpressreleasethatConventionSalesmanagers
canuseasasalespiece.
Ensurethatpressreleasesonthewebsitearecurrentandaccurate.
Developadvertorialsuponrequestforkeymeetingstrademagazinesto
beusedtoleverageadditionalpublicityfromadvertisingor
accomplishments.
Strategy2:
Provideadvertorialcontenttotradepublications.
Tactics:
Workwithconventiondevelopmenttodevelopspecificstoryangles
thatarebestsuitedforeachpublicationanddate.
Invitekeyeditorsandwritersfrommeetingspublicationstovisit
Miami.
Advertising & NewMedia
RecurringGoal #1
Increaseovernightvisitorsandattendantvisitorresort, sales, food & beveragetaxes,and
jobsthroughoptimumoccupancyandhighestpossibleroomrates.Thisgoalissupported
bydevelopingandimplementingstrategiesandtacticsthatcontinuetodevelopand
implementabrandimagewhiletargeting high-valueconsumers aboutthediversityof
optionsandinterestsinfulfillingthevisitorexperience. Thereisacorrelatingpriority
goalofdeveloping year-round tourismtakingadvantageofnotonlythedestinations

peakperiodsofsuccessbutcontinuingtodevelopandexpandtheshoulderandsummer
periodsaswell.
Usingtheabovenotedbenchmarks, consumerresponsetotheawarenessandinvitationto
visitthedestinationgeneratedseveralhighlights.Followingachallenging2008/2009
fiscalyearattributedtotheglobaleconomiccrisis,westartedexperiencingcountywide
recoveryinthesecondfiscalquarterof2009/2010asevidencedbygainsinthe
ConventionDevelopmentTax (CDT)up11.1%andtheFood & BeverageTaxup7.7%
OctoberthroughJune. Duringthatsametimeperiod,ourDomesticVisitors (53%ofour
overallbusiness) increasedby2.7%to4.9 millionandourInternationalVisitors (47%of
ourbusiness) increasedby3.6%to4.2 million.Totalovernightvisitorsforthefirstnine
monthsrepresentedanincreaseof3.1%foratotalof9.4 million.Forthefirst3quarters
ourAverageDailyRoomratediddeclineslightlyby -1.2%butwasoffsetbyanincrease
of4.7%inoccupancyforafavorablegaininrevenueperavailableroom (revpar) of
4.3%.
ThisperformancehasallowedGreaterMiamitoretainitstoprankinginthese
criticalareasaswellasinretainingthemajorityofitshospitalityjobswhichhasslightly
declined -0.5%
forFY10vs.09whileunemploymentasawholeismuchmoresevere.
BudgetYear2010-2011
Strategy1:
Designandimplementanannualmarketingplanthatutilizesallformsofmedia
advertisingincludingtraditionalanddigitalmarketing, aswellasspecialty
publicationsthattargetconsumersandtravelandmeetingprofessionals.
Tactics:
TheprimarytargetcustomerforGreaterMiamiisasophisticated, well-
educated, affluentconsumerwhoislookingfortheopportunityto
experienceMiamis uniquevarietyofactivitiesandtoreturnwithstories
totellabouttheuniquenessofMiami.
Ages25to54,withemphasison35-54.
Highlyeducated.
Above-averageincome.
Activelifestyle.
X-Ceptionals and GenY-Nots Psychographicsegments.
SummerandShoulderSeasonTravelers.
PrimaryGeographicTargetsare:
1.
NortheastcorridoroftheUnitedStatesandCanada (alinedrawnnorthward
fromBaltimorethroughPhiladelphiaandNewYorkanduptoToronto) witha
heavyemphasisontheMetropolitanNewYorkmarket.
2.
Domesticmarketsincludingmajorpopulationcentersinthesoutheast, midwest, southwestandwestcoastwherehighvaluecustomersandtargetniche
audiencesreside
3.
SouthFloridaandin-statedrivemarkets (includingGreaterMiami)forsummer
andvacationinyourbackyardpromotions.
4.
InternationalMarkets:
SophisticatedcitiesinLatinAmerica.
KeymarketsinEurope.
Strategy2:
ContinuetodevelopandimplementprogramsthatconveyMiamiscosmopolitan
chicbrandimage. Educatehigh-valueconsumersaboutthediversityofthe
destination. Tocontinuetoproducetheoptimumprogramfortourismresults
requiresthecontinuedemploymentofacommunity-widebrandinginitiativethat
isbothmemorableandeffectiveinbuildingnewdestinationawarenessand
incrementalbusiness. Thismarketingcommunicationsinitiativewillcontinueto
strengthenthesellingcycle,guidingthepotentialcustomerthroughthetravel
decisionprocessresultinginMiamiastheirdestinationofchoice.
Tactics:
Creatingpositivecustomerawarenessofthedestination.
Producingstrongervisitorinterest.
Stimulatingconsumerdesire.
Combatinginroadsfromcompetingdestinations.
Ultimatelyassistinginthecustomers actiondecisiontovisit.
Strategy3:
Brandingorbrandidentityisthetotalsumofthewords,imagesandassociations
thatformthecustomersperceptionofthedestination. Thebrand, therefore, is
theconveyedpersonalityofthevisitors experience. Itisthepromise, thelink,or
thebridgebetweenthecustomerandthevisitorproduct.AlthoughtheGMCVB
cannotberesponsibleoraccountableforeverycustomers perceptionofthe
destination, itshouldcontinuetofulfillitsroleasacommunitytourismleaderin
craftingabrandthatsupportstheindustrythroughafullycoordinated, effective
marketingcommunications plan.
Tactics:
DefinetheUniqueSellingPropositionsthatseparatethedestination
fromthecompetition.
DefinetheBrandVoiceinordertoeffectivelycommunicatethe
brands attributesthroughvisualandlanguagecues.
Continuetocraftprogramsthatmerchandizeourcompetitive
advantage.
Establishlinkagesbetweenthebrandelementsofthedestinationand
thevariousmember/partnerconstituentswerepresent.
Conductconsumerresearchtorefine & expandourtargetmarkets,
domestic & international, byevaluatingROI & growthpotentialbased
onvisitororiginlocation, liftanalysisandsegmentation.
Produceuniquemessagesforconsumersegmentsthataddresstheir
rationalandemotionalneeds, andconveytheuniquecharacteristicsof
thearearelevanttothem.
Strategy4:
TheMarketing & TourismProgramguidesthedevelopmentoftheGMCVBs
arrayofcollateralcommunicationseffortsincludingadvertising, directmail
fulfillmentandpromotions, websitepositioning, mediapublicityprograms,
exhibits,etcetera. Tofurtherstrengthentheprogram, theprogramseeksthe
proactiveparticipationandexponentialusebythedestinations constituentsand
theirownmarketingcommunicationsdeliverysystems.
Tactics:
Thebrandmessageisintegratedforconsistentuseinongoing
communicationsvehicles including:
SocialMedia
Website
Email
Advertising
Specialtypublicationsandcollateralmaterials
Tradeshowdisplays
Mediapublicity
Salessolicitationprograms, etcetera.
Strategy5:
ContinuetosupporttheTropical/Cosmopolitanimagewhilefurtherexpandingthe
brandpositioningwithinfluentialpeople, trendsettersandotherswhowillpresent
thestatusofaMiamivacationtopotentialvisitors.
Tactics:
PresentMiamisimageinpublicationsthatinfluencethestyle-
consciousandtrend-setters.
LeverageourArt,CultureandDesignattributesthroughrelevant
communications.
Usecreativetechniques (fashionphotography, videoimages, and
specialtyitems) topresentaMiamiimagethatisuniqueand
strategicallyalignedwiththeBrandwhileremainingdistinctiveand
uniquefromcompetitivedestinations.
Continuetolookforpartneringopportunitieswithbrands, restaurants
andnightclubs, hotelpartnersandspecialeventsheldinthe
destination.
RecurringGoal #2:
ContinuetoenhanceandexpandtheGMCVBswebsiteanddigitalmarketingprograms
asoutreach, fulfillmentandsalesandconversiontools. TheGMCVBswebsiteshould
bea centralmeetingplace forallinquiriesaboutavacationtoGreaterMiamiandthe

Beaches.
ThewebsiteandonlineeffortsoftheGMCVBcontinuetoexpand, withmanyofthe
initiativesinfiscalyear2009-2010generatingsignificantresults. Brandingandtactical
marketingeffortshaveexpandedonline. 82.6 millionconsumerswereexposedtodigital
advertising,a340%increaseoverlastyear. Promotionswithamajordigitalcomponent
includedtheMiami443summervaluespromotionatMiami443.com,andthe
SeeMiamiLive.comwebpage,whichfeaturesup-to-theminutewebcam, video, and
photosshowcasingourcleanwatersandbeautifuldestinationcontent.Infiscalyear
2009-2010todate, therehavebeen3.2millionvisitorstooursite (October2009-July
2010).Thisrepresentsanincreaseof40%abovelastyears numberto-date (2.3
million). Websiteorganicsearchengineoptimizationeffortshaveresultedin1.3 million
organicsearchengine-drivenvisitors,a27%increaseover2008-09.
BudgetYear2010-2011
Strategy1:
Continuetodesign, reviseandexpandprogramsthatgenerateoptimumresults
andcustomerinteractiononoursite.
Tactics:
RedesignMiamiandBeaches.comtoprovideamoreintuitiveand
immersiveuserexperience, inordertoincreaseMiamibrand
consideration, visitorleadgenerationandexposureforourmembers.
Planincludesintegrationofmicrositesintothemainsite,improvement
ofthewebsitenavigation, bookingtool,contentsearchandfiltering
capabilities.Destinationandmembercontentwillbeenhancedwith
additionalphotos,videoandrelevantcontent. Contentwillbe
expandedtoincludevisitorinformationinmultiplelanguages, and
socialmediacomponentswillbeintegratedtoencourageuser
interaction.
Datacollectionfromvisitorstothewebsitewilldefinethevarious
profilesofourvisitorsandhelptocontinuallyrefinemarketing
activitiestomeetspecificneeds.
ThesitewillcontinuetotellthefullGreaterMiamistoryinorderto
reinforcethebrandimageandsupportvariousneighborhoodsandsubbrands.
Programswillbeexpandedthatfosterandsupportpurchaseand
conversionopportunitiesforonlinepartnerssuchasticketpurchasefor
events, attractionadmissions, golfandspapromotionsandrestaurant
reservations.
Enhancethebrochureandemailopt-inprocessandcontactstreamin
ordertogatherpreferencesformarketingactivity.
Developandmaintainstrategicallianceswithothertravelbasedsites,
memberwebsites, cooperativeadvertisersandotherspecializedpartner
programstoensuremessageintegrationandextensionofpromotional
opportunities.
Enhancemarketingandsiteexperiencesforstrategicmarketing
programsincludingBoutiqueHotels, WhereWorldsMeet,GLBT,
TravelAgents/TourOperators, MeetingPlanners, andSpecialEvents.
Strategy2:
Enhanceandexpanddigitalmarketingprogramsinordertoleveragetheonlinemediums
reach, engagementandconversionpotential.
Continuallymonitorsocialmediaconversations, andincrease
consumerengagementonsocialapplications, focusingonFacebook
andTwitter.
Searchenginetrafficwillbeoptimizedthroughboth push initiatives

suchasthepaidlistingplacementofrelevanteventcontent,aswellas
pull initiativessuchassearch-worddatamining, content
enhancementandpartnerlinkstrategies.
Providerelevant, timelycontenttotargetedinterestgroups, including
localsandvisitors.Thevisitoremailprogramwillmoreaggressively
targetconsumersinvacationconsiderationmode, andlocalswillbe
providedwithmorefrequent,event-drivencontent.
MaintainandevolvetheMiamiandBeachesmobileapplicationas
wellasthemobilewebsitesforMiamiandBeaches.comand
MiamiBoutiqueHotels.com.
Developonlinepromotionsfocusedongeneratingconsumersocial
mediaengagement, inordertoacquiresocialmediaandemailleads
forongoinginteractionandcommunications.
RecurringGoal #3
Establishflexibilityandresponsivenesstochangingmarketconditions.
Strategy1:
Asthenatureoftravelandbookingpatternscontinuestobecomeincreasingly
moreshortterm,theeventsanddynamicsthatcanhaveanimmediateimpacton
consumerbehaviorandtravelplansareequallyspontaneous. Thedynamicsofa
globalcommunicationsalsoallowsformessagesandimagesofeventsinorabout
adestinationtoreachavastaudiencewithinhoursviawebsitesandsocial
networks.
Tactic:
Establishatacticalaccountofadvertisingresourcesthatcanbequickly
mobilizedtoaddressanevent, episode, marketcondition,trendaswell

asconverselyauniqueopportunitytoimpactmarketshare.
DeveloptheGMCVBco-opadvertisingprogramwithavarietyof
flexibleoptionsinordertofacilitatememberparticipation.
MembershipDevelopment
BudgetYear2010-2011
Thefollowingstrategiesandtacticswillbeimplementedintheupcomingyear.
Strategy1:
Ensurethecultureofmembershipisattractivetonewmembersandincreasethe
numberofactive,informedmembers. Increasethequalityandlevelof
participationintheGMCVBthroughsocialmediaandmember-to-member
interaction.Createaculturewherebythemembersfeelownership.
Tactics:
Initiatemoremember-to-memberandmember-to-GMCVBprograms.
Re-establishtheMembershipNewsletter.
Createaprospectivememberevent.
Increasememberbenefits socialmediaandotherin-housetraining.
ContinuetosupporttheexpansionoftheBureaususeofInternetand
websitetechnologiestoprovideadditionalmarketingopportunitiesfor
GMCVBmembersandpartnersincludingonlineadvertising.
Re-createaMembershipCommittee.
Createmorenetworkingopportunitiesforourmemberswithreferral
luncheons, membermixer,speedgreetingandotherevents.
Strategy2:
Aggressivelypursuemorecorporatesponsors, Governmentalandminority-owned
businessesformembership. Maximizemembershipretentionthroughtargeted
programsrecognizingloyalmembers.
Tactics:
TargetthevariousConsulatesinGreaterMiamiandtheBeachesfor
Membership.
LocaladvertizingtogeneratemoreawarenessortheGMCVBandthe
membershipprogram.
SurveykeyGreaterMiamibusinessesastotheirmulticultural
marketingefforts.
Provideaddedvaluethroughspecializedvendorpartnerships.
Continuetooffervaluableandmeasurablemarketingbenefits.
Developa MemberRecognitionProgram whichrecognizes
membersthatgotheextramilefortheGMCVBandorothermembers.
Afullyupgradedanduserfriendlymembershipwebsitewherethe
overallkeyobjectiveswillbetoprovide1)richresourcecenterforour
existingmembers, and2)sellmembershipsbyshowingthevalueof
membership.
Target dropped memberstore-establishrelationshipand
membership.
Increasedpersonalcontact (viameetings) betweenMemberand

MembershipRepresentativetofurtherbuildrelationships.
Generate $200,000innewmemberrevenuethroughanaggressive
recruitmenteffort.
Duringthecurrentfiscalyear,theGMCVBcontinuedtogrowourcomprehensive
customerserviceprogramthatincludedselectingnationallyrenownedresearchand
brandingpartnerswithspecialtiesincustomerservice. Wecontinuetoworkin
partnershipwithMiamiDadeColleges CenterofExcellenceinprovidingCustomer
ServiceTrainingofthe MiamiBeginswithMe program
Establishmeasurementandperformancecriteria, monitorresultsand
activelypromoteandrewardleadingexamplesofoutstanding
customerserviceandemployeeattitudeamongbothservicepersonnel
andbusinesses.
NewGoal #1:
AstheGMCVBevolvesandtheneedsofourmemberschange,wewillcreatethe
meansofreachingdemographicgroups,andrecruitanewgenerationofmembers
byfocusingonnewareasofmembershipthatmighthavebeenoverlooked.
Thesenewmembershipgroups, shouldgeneraterevenueofapproximately
100,000.00
Strategy1:
UsetheS.M.A.R.T approach: Thebestapproachtobuilding, managingand
growingourmembershipwhichwillseektodeliveraqualitymembershipforthe
SMART
organizationwithpecific,
easureable, chievable, elevantandimedefined
goals.
Tactics:
TargetthevariousConsulatesinGreaterMiamiandtheBeachesfor
Membership.
Investigatenewenterprises, professionsandoccupations: Green
Initiatives, DestinationWeddings, WebDevelopmentandTechnology
tomentionafew.
AttractmembersthroughPublicRelations - Localadvertizingto
generatemoreawarenessortheGMCVBandthemembership
program.
RequestmembershiplistsfromlocalChambersofCommerceto
identifyprospects.
Preparedcustomizedmaterialstodistributetoprospectivemembers
withcodetotrackmembershipandentitlementtospecialincentive
Achievethetargetedrevenuebyendoffiscalyear2010-2011.
ConventionSales & Services

IndexofPrograms
AffordableMeetings -DC
3
AffordableMeetingsMidAmerica -(HSMAI)Chicago
3
AffordableMeetingsWest
3
AmericanSocietyforAssociationExecutivesAnnualMeeting & Exposition (ASAE)
3
AmericanSocietyforAssociationExecutives (ASAE)FellowsRetreat
3
AmericasIncentive,Business,Travel & MeetingsExhibition
3
AssociationforConventionOperationsManagement (ACOM)
3
AssociationManagementCompanyInstitute
3
AssociationForumHolidayShowcase
4
AtlantaHolidayReception
4
AtlantaSalesBlitz
4
BostonSalesBlitz
4
th
CenterforBusinessIntelligence7AnnualPharmaceuticalMeetingPlannersForum
(CBI)
4
ChicagoSalesBlitz
4
CitywideConventionWelome
4
ConnectMarketPlace
4
ConnecticutSalesBlitz
4
ContractedReceptions
5
ConventionBooking/Incentives
5
ConventionSalesCalls
5
CouncilofEngineering & ScientificSocietyExecutives (CESSE)
5
DestinationShowcase -Chicago
5
DestinationShowcase -DC
5
DirectMail
5
DMAIMINTRecords
5
ExecutiveBoardMeetings/CommitteeSiteInspections
6
Financial & InsuranceConferencePlanners (FICP)
6
FloridaEncounter
6
FloridaSocietyofAssociationExecutives
6
FloridaSocietyofAssociationExecutives (Hosting)
6
FraternityExecutivesAssociation (FEA)
6
GeorgiaMeetingProfessionalsInternational (GAMPI)
6
Hinton & GrusichContract
6
HousingServices
7
IncentiveBonus
7
IncentiveTravel & MeetingExecutivesShow (ITME)
7
InternationalAssociationofExhibitions & Events (IAEE)
7
InternationalMICEMarketingSupport
7
LifeInsuranceMarketing & ResearchAssociation (LIMRA)
7
MeetingMastersInvitational
7
MeetingProfessionalsInternational (MPI)........................................................................
7
MeetingsQuest (4shows)
8
MiamiMagnetProgram
8
MidwestSalesBlitz
8
MiamiROI/SportsVenueReview
8
NationalCoalitionofBlackMeetingPlanners
8
NewEnglandMeetingsIndustryConferenceandExposition (NEMICE)
8
NortheastSalesBlitz (NY/NJ)
8
OfficeoftheSr.VicePresidentofConventionSales
8
ProfessionalConventionManagementAssociationAnnualConference (PCMA)
8
ProfessionalConventionManagementAssociationSummit (PCMA)
9
PromotionalDisplayUnit &Maintenance
9
ConventionSales& Services
FYFY
ProgramNameSummary20102011
BudgetBudget
AssociationForumHolidayThiseventisthelargestone-dayshowinChicago6,0006,000
Showcase
attractingmorethan1,000AssociationExecutivesand
Corporatedecision-makers.Bureaurepresentativeswill
staffanexhibit,inadditiontoattendingareceptionand
luncheonforareameetingplanners.
AtlantaHolidayReceptionGeorgiaMPI,GAMPIhostsaholidaynetworkingevent 3,
0003,000
formembersinthemonthofDecember.GMCVBstaff
willhostaseparateholidayreceptionformeeting
plannersintheGeorgiaarea.
AtlantaSalesBlitzInacooperativeeffortbetweentheGMCVBand 3,
0003,
000
participatinghotelmembers,thismissionwillpromote
GreaterMiamiandtheBeachesasadestinationthrough
individualsalescalls,grouppresentations, andclient
functions.
BostonSalesBlitzThisblitzwillincorporatetwofulldaysoforganized 3,
0003,000
individualandgroupcalls (corporateandassociation) to
theBostonareawithparticipatinghotels.
CenterforBusiness
h
Intelligence7tAnnual
PharmaceuticalMeeting
PlannersForum(CBI)
th
CBIandMedicalMeetingsmagazines7Annual
5,
0005,000
Forumcontinuesitstraditionofbringingtogetherthe
industry'sleadingexpertsinpharmaceuticalmeeting
planning.Theprogramfeaturesdetailedcasestudies
fromsomeoftheindustry'sleadingorganizationsand
providesplannerswiththeinformationneededinorder
tomaximizethevalueof (their)pharmaceutical
meetings.
ChicagoSalesBlitzAnnualblitztothe WindyCity. Targetedgroupand10,00010,000

individualsalescallswithourhotelpartnersindowntown
andthesuburbs.Clienteventsareplannedineach
location.
CitywideConvention
Thisprogramservicesallthemajorcitywidemeetings75,00070,000
WelcomethatareheldannuallyinGreaterMiamiandtheBeaches.
Itemsincludecustomergiftsandwelcomeamenities,
airportsignage, groundtransportationaswellasprepromotionaleffortsthattakeplaceoutofmarketduring
theyearforthefuturemeetingsandconventions.
ConnectMarketPlaceAreverseTradeshowforassociationandspecialtygroup 04,
000
meetingplannerswheresuppliersvisitplannersinpresetappointments. Therearegeneralsessions, valuable
educationalseminarsandstimulatingnetworkingevents.
ConnecticutSalesBlitzThisblitzwillincorporatetwofulldaysoforganized 4,
5004,500
individualandgroupcalls (corporateandassociation) to
theConnecticutareawithparticipatinghotels.
FYFY
BudgetBudget
ContractedReceptions TheGMCVBwillhostevents/receptionstohelp50,00050,000
associationsgainamorepositiveimpressionofGreater
MiamiandtheBeachesandbuildattendancefortheir
Miamimeetingssuchasreceptions, luncheons,etc.
Sometimesofferedasincentivestobookbusiness.
Convention
Thesefundswillassistinbookingconventionsand47,30040,000
Booking/Incentivesmeetingsduringshoulderperiodsthatutilizemultiple
hotelsandgenerategoodeconomicbenefitforthe
destination.
ConventionSalesCallsUpto30salestripswillbescheduledthroughoutthe60,00060,000
yearintomajormarketssuchasWashington,NewYork,
ChicagoandCalifornia,highlightingGreaterMiamiand
theBeachesasameetingvenue.Increased
communicationwithkeymeetingplannersfacilitatesthe
selectionprocess.
CouncilofEngineering & TheCESSEAnnualConferenceoffersGMCVBthe 5,
0003,400
ScientificSociety
opportunitytonetworkwithmeetingplannersand
Executives (CESSE)
decisionmakersrepresentingtheEngineeringand
Scientificfields. GMCVBiswellpositionedtoselland
networkwithmorethan450societyexecutives.
DestinationShowcase TheMidwestslargesteventexclusivelybringing 5,
0005,000
ChicagomeetingplannerstogetherwithConvention &Visitors
BureaufromaroundtheChicagoareatopromotetheir
destinations. Thisone-daytradeshowwillincludeafull
morningofseminarsandaluncheonwiththemeeting
planners.
DestinationShowcase-DCAuniquetradeshowwhereCVBsandhotelpartners10,00010,000
acrossthecountrypromotetheirdestinationsto
corporateandassociationmeetingplanners.Seminars
andluncheonsareincludedintheWashington,D.C.
show.
DirectMail.
5,
0000
DMAIMINTRecordsDMAIrecordsresultsofmeetingsfromacrossthe 010,
000
country. Thisisamembershipfee.
FYFY
BudgetBudget
ExecutiveBoard .
5,
0000
Meetings/CommitteeSite
Inspections
Financial & Insurance
ConferencePlanners
FICP)
ThisorganizationhostsanAnnualMeetingwhichisheld 9,
2009,200
everyNovember,aswellasanannualEducationForum
eachJune. FICPbringstogetherbothInsuranceand
FinanceMeetingPlannersandhospitalitypartners. They
maintainasclosetoaone-on-oneratioofmeeting
plannertosuppliersaspossible. Excellentopportunityto
promotenewhoteldevelopmentinGreaterMiamitothis
lucrativemarket.
FloridaEncounterOneBureaurepresentativewillattendscheduled 3,
5003,500
appointmentswithpre-qualifiedplannerswhohavea
historyofbookingmeetingsinFlorida. Thiswillbea
greatopportunitytoshowcaseourdestinationtomore
than200meetingprofessionals.
FloridaSocietyof
ProducedbySuccessfulMeetingsmagazine,thisannual 7,
0005,000
AssociationExecutivesshowattracts40-50pre-qualifiedmeetingplanners.
Providesopportunitiesforone-on-oneappointmentsand
networking. Educationalsessionsarealsoprovided.
FloridaSocietyof
GreaterMiamihasthepleasureofhostingtheAnnual 020,
000
AssociationExecutivesMeeting forFSAEinJuly2011. Twohundred
associationexecutivesanddecisionmakerswillbein
Hosting)
GreaterMiami.
FraternityExecutives
Association (FEA)
3,
7500
GeorgiaMeeting
TradeshowandEducationalprogram.Attractsmorethan3,0003,000
ProfessionalsInternational300meetingplannersofwhomthemajoritiesarefrom
Georgia.ItisheldannuallyinAtlantaanditis
GAMPI)
sponsoredbyGeorgiaChapterofMPI.
Hinton &Grusich
Hinton & Grusichspecializesinprovidingsalesand45,00045,000
ContractmarketingsupportforhotelsandBureaus.H&G
representsGreaterMiamiandtheBeachesinthe
marketplaceasanextensiontooursalessolicitation
efforts.
FYFY
BudgetBudget
HousingServicesIncludesongoingHousingBureauexpenses; inaddition, 5,
0005,000
attendancetoeducationalseminarsandlocalnetworking
functionswithhotelreservationsmanagerstoimprove
servicesatlarge.
IncentiveBonusThesefundswillbeusedtorewardsalesmanagerswho35,00040,000
exceedmonthlygoalsforsalesleads,roomnightsand
bookingsonanadhocbasis.
IncentiveTravel &
MeetingExecutives
Show
ITME)
Three-daytradeshowatwhichBureausalesstaffand25,00025,000
participatingBureaumemberswillsellGreaterMiami
andtheBeachesasanincentivedestinationtomorethan
500topincentiveandcorporatemeetingexecutives.
InternationalAssociationOpportunityforBureauandConventionCenterstaffto10,00010,000
ofExhibitions & Events attendAnnualMeetingandTradeshowexhibitingto
morethan700meetingplanners. TheAnnualMeeting
Expo (IAEE)
provideseducationalandnetworkingopportunitieswith
decisionmakersandshowmanagerswithexhibitorientedtradeshowsandAnnualMeetings.
InternationalMICE
IncooperationwiththeInternationalGroupeffortsfor 010,
000
MarketingSupportmeetingswewillsupportfinancially. I(BEX,EIBTM)
LifeInsuranceMarketingLIMRAisaworldwideassociationprovidingresearch, 6,
5006,500
ResearchAssociationconsulting, andotherservicestonearly850insurance
andfinancialservicescompaniesinmorethan60
LIMRA)
countries. LIMRAsAnnualConferenceallows
exhibitionandnetworkingopportunitieswithover1,000
members
MeetingMasters
Thisinvitation-onlygolfeventprovidesanexcellent 5,
0005,000
Invitationalopportunitytomeetindividuallywithmorethan150
meetingplannersfrombothcorporateandassociation
markets.Theseindividualsareresponsibleforsite
selectionsformorethan500meetingsperyear.Separate
dailypairingsprovidesformaximuminteractionwith
attendingplanners.
MeetingProfessionals Attendanceattwoannualprogramstonetworkwiththe15,00015,000
InternationalleadershipofAmericascorporatemeetingplannersand
professionalmeetingconsultantstodiscussindustry
MPI)
issues. Thereisalargeexhibitatthesummermeeting.
FYFY
BudgetBudget
MeetingsQuest (4shows)Aone-dayhospitalityindustrytradeshowattracting 5,
0005,000
morethan150plannersineachcity.Thiseventalso
includessessionsandnetworkingopportunitieswith
planners.
MiamiMagnetProgram5,
0000
MidwestSalesBlitzSalescallswithBureaumemberstosolicitMid-west 5,
0005,000
corporate,incentiveandassociationmeetings.Formal
presentationsandclienteventswillbemade.(St.Louis,
Minneapolis, Ohio,Michigan,Milwaukeeetc).
MiamiROI/SportsVenueConventionandMeetingExecutivesfromcultural10,00010,000
Reviewassociationsandsportsgroupsareinvitedtoparticipate
inafamiliarizationtourinordertolearnwhatmakes
GreaterMiamiandtheBeachesatopratemeeting
destination.
NationalCoalitionof
GMCVBstaffpromotestomorethan200executives 5,
5005,500
BlackMeetingPlanners fromAfrican-Americanorganizationsandvarious
associationsduringthisthree-daymeetingandtrade
show. NCBMPhostsaspringandfallconvention.
NewEnglandMeetings LargestmeetingindustryeventfortheNewEngland 3,
0003,000
IndustryConferenceandregion,conductedbyNewEnglandChapterofMeeting
Exposition (NEMICE) ProfessionalsInternational.Morethan500meeting
plannersexpectedtoattend.
NortheastSalesBlitz
NY/NJ)
Thisblitzwillincorporatetwofulldaysoforganized10,00010,000
individualandgroupcallsandluncheons (corporateand
association) totheNewYorkCityandNewJerseyarea
withparticipatinghotels.
OfficeoftheSr.Vice
Fundsallstaffmembershipsinprofessionaltrade65,00070,000
PresidentofConvention organizationsandpromotesnewprogramstoenhance
saleseffortstocorporateandassociationclients.
Sales
IncludesSr.VPtravel,localsponsorships, government
andhotelevents, salesstaff,computerservices,
blueberryservices, telemarketingprofiles,part-time
staff,phoneservices, andetcetera.
ProfessionalConvention Thismeetingwillbeattendedbymorethan300010,00010,000
ManagementAssociationassociationexecutivesfrommedicalassociations,
healthcarerelatedgroups,scientificsocieties, andother
AnnualConference
professionalorganizations.
PCMA)
FYFY
BudgetBudget
ProfessionalConvention
25,
0000
ManagementAssociation
Summit (PCMA)
PromotionalDisplayUnitNewtabletopdisplayunitswillbedevelopedforuseat 5,
0005,000
Maintenancesmallertradeshows.Maintenancewillbeperformedon
largerdisplayunittoenhanceitsusefulnessandnew
photographswillbeproducedforexistingdisplayunits.
RegistrationServicesFundingneededtosupportour on-callregistrationstaff;30,00030,000
includeswages,uniforms,payrolltaxes,parkingfees,
trainingandRecognitionDayfunctions,gifts,and
promotionalprogramwhichintroducesourserviceto
associationmeetingplanners.
ShuttleBusContingency Thesefundswillsupplementthecollectionsfromhotels 5,
0005,000
Fundandmakeupanydifferenceinthelossofrevenuedueto
hotelsinabilitytopaytoassistconventionswithshuttle
busexpensesasagreedattimeofbooking.
SiteInspectionsBureaustaffwillcreatecustomizeditinerariesto55,00055,000
introduceassociations,incentiveandcorporatemeeting
plannerstothefacilitiesandattractionsthatwillmeetthe
needsoftheirparticularorganizationsattendees.
SocietyofGovernment ABureauSalesManagerand2hotelpartnerswillattend 5,
0005,000
MeetingPlanners (SGMP)thiseducationalconferenceandtradeshow.Estimated
attendancefor2011is1,000attendeesand250
exhibitors. ThisisanopportunitytoshowcaseGreater
chestokeydecisionmakersinthe
MiamiandtheBea
governmentmeetingsindustrywhotypicallymeetinthe
shouldermonths.
SportsMarketing
Bureauinvolvementwithamateur, localandnational24,00024,000
sportsorganizationstoassistinbringingsportsrelated
conventionsandmajorathleticeventstoGreaterMiami.
Thisincludesbidproposals.
Springtime/DC
HostedbytheAmericanSocietyofAssociation10,00010,000
Executives (ASAE).Morethan2000Associationand
industryProfessionalsattendthismostpopularof
tradeshowsintheWashington,D.C.area.ThreeBureau
staffwillparticipateinthissix-hourtradeshowthat
includesbrunchandeducationalsessions.
TallahasseeSocietyof GMCVBrepresentativewillexhibitatTSAEEducation 7,
0007,000
AssociationExecutivesDayTradeShowalongwithparticipatinghotelmembers,
andattendeducationalsessions.
TSAE)
FYFY
BudgetBudget
TexasSalesMissionBureaustaffwillmaketargetedpersonalsalescallsafter 3,
0003,000
telemarketingtopre-qualifycorporateandassociation
prospectsforGreaterMiamiandtheBeaches, and
conductclientevents.
VenueReviewFourtimesduringtheyear,clientsareinvitedto75,00075,000
experiencethedestinationfirst-handthroughaseriesof
plannedsiteinspectionsandlocalactivitiesthathighlight
themeetingsandconventionsmarket.
WashingtonD.C.Area Twoclientfunctionswillbeconductedthroughoutthe10,00010,000
MiniBlitz (MD/VA)
blitzinadditiontosalescallsinAlexandria, Arlington,
andReston. Theywillbecomprisedof30to40
qualifiedcustomers, memberhotelrepresentativesand
Bureausalesstaff.
Washington,D.C.BlitzTheBureau,alongwithmemberhotels,willconduct10,00010,000
groupcallsinWashington, DC,andhostclientfunctions
featuringatleast100meetingplannerstosellthe
destination.
Washington,D.C.RegionalBureaurepresentativeinWashington,D.C. interfaces75,00075,000
Officewithassociationexecutives,participatesinindustry
chaptermeetings, andconductsindustryeventswith
targetedcustomersinordertodevelopnewleadsand
maintaincloseclientrelationshipswithexistingclients.
Totals994,
750995,
800
Marketing & Tourism

IndexofPrograms
th
18Gay
& LesbianBusinessExpo -NewYork
6
AAATradeShow
6
ABAV (AssociationofBrazilianTravelAgents)-BRAZIL
6
AddisonTravelShows-Canada
6
Advertising & MediaProduction
6
Advertising -AgencyProgramAdministration
6
Advertising -ConsumerBrandMarketingProgram
7
Advertising -ConsumerLeadGeneration7
AdvertisingResearch7
Advertising -SummerTacticalCo-opProgram
7
Advertising -WeatherTriggeredCampaign7
AirCanadaVacations7
AllianceofWestchesterTravelAgents(AWTA)
7
AmericanAirlinesVacationsReservationCenter -Tulsa,OK
7
AnnualGMCVB'sInternationalPartnerMeeting
7
ArgentinaMeetingPlannerSalesBlitz
8
ArgentinaRepresentativeOffice
8
ArgentinaSalesMission
8
ArtBasel -MiamiBeach
8
ASTATradeShow
8
BahamasRepresentative
8
BahamasSalesCalls
8
BonnarooMusic & ArtsFestival
8
BostonGlobeTravelShow
9
BoutiqueHotelPromotionalDirectory
9
BoutiqueHotel/Film,Fashion & EntertainmentAdvertising
9
BoutiqueHotel/Film,Fashion & EntertainmentTravelAgentFam
9
BoutiqueHotelShipping
9
BrazilMeetingPlannerSalesCalls
9
BrazilRepresentativeOffice
9
BrazilSalesMission
9
BrochureDistribution
9
BrunicoRealScreenSummit
10
CalendarofEvents
10
CanadaFams
10
CanadaRepresentation
10
CanadaSalesMission.........................................................................................................................................
10
CentralAmericaSalesCalls
10
ChicagoSalesMission
10
ChileSalesCalls
10
CoachellaPalmSprings
11
CollateralMaterials
11
ColombiaRepresentation
11
ColombiaSalesBlitz& ANATO
11
ColombiaSalesMission
11
CommunityAllianceMarketingPrograms
11
CommunityAlliance/RelationsCollateral
11
ConsumerDirectMailFulfillment
11
Cruise3Sixty
12
Marketing & Tourism

IndexofPrograms
CruiseShippingMiami
Cultural & HeritageGuide
CustomerServiceProgram
DestinationVideo & B-Roll
DestinationVideo,Slides,CDDuplication
DigitalMarketing
DigitalMarketing -AgencyProgramAdministration
DigitalMarketing -MobileMarketing
DigitalMarketing -SocialMediaMarketing
DigitalMarketing -WebcamMaintenance
DigitalMarketing -WebsiteContentManagement
DigitalMarketing -WebsiteGeneralMaintenance
DigitalMarketing -WebsiteMappingFunctionality
DomesticFams -Northeast
EcuadorRepresentation
EcuadorSalesCalls
EIBTM,Barcelona,Spain
EmergingMarkets
EntertainmentTravelAgentsVIPDinner & SalesBlitz -LosAngeles
EntertainmentTravelAgentsVIPDinner &SalesBlitz -NewYork
EuropeanGay & LesbianEvent
European/AsianFamiliarizationTours -Miami
EqualityForum -Philadelphia
FeriaInternacionaldeTurismo (FIT)Argentina
Film &FashionIndustryTradeShows
Film/Fashion/EntertainmentPublicRelations
FlightCentreTravelExpo(Canada)
FloridaHuddle
FloridaRoadShow
FloridaSelectMexico(TourismSales)
FloridaSelectMexico(MediaRelations)
Florida'sBeachesScandinavia
FortLauderdaleGay & LesbianPrideTradeShow
FranceMeetingPlannerSalesBlitz
FranceOffice
FranceRoadShow
Gay & LesbianCommunityInitiatives
Gay & LesbianInternationalTradeShow -Chicago
Gay &LesbianTravelAdvertising
GayDays,Orlando,FL
GayPrideToronto
GayTravelExpo -NewYork
GermanyOffice
GermanyMeetingPlannerSalesCalls
GermanyRoadshow
GMCVBAnnualMeeting
GMCVBAnnualReport/CorporateBrochure
GOGOWorldwideFallSeries
Hertz/AmericanAirlinesCo-op
IncentiveTravelMeetings,EventsExposition (IMEX)
IncentiveLuxurySpecialtyPromotionalItems
IncentiveWorks & SalesCalls-Canada
InternationalConfex
12
12
12
12
12
12
13
13
13
13
13
13
13
13
13
13
14
14
14
14
14
14
14
14
14
15
15
15
15
15
15
15
15
16
16
16
16
16
16
16
16
16
16
17
17
17
17
17
17
17
17
18
18
Marketing & Tourism

IndexofPrograms
MembershipNon-ProfitCheckExchanges
24
MexicoMeetingPlannerSalesCalls
24
MexicoRepresentativeOffice
24
MexicoSalesMission
25
MiamiBeachVisitorCenter
25
MiamiSpaPromotions
25
MiamiSpicePromotions
25
MuseumMiamiCo-op
25
MusicAwards/Entertainment
25
NATPEPartnership
25
NewResearchInitiatives
26
NewYorkTimesTravelShow
26
Non-VisitorResearch
26
NortheastSalesMission
26
OfficeoftheAVP,Advertising & NewMedia
26
OfficeoftheAVP,CulturalTourism
26
OfficeoftheAVP,MarketingServices
26
OfficeoftheAVP,MediaRelations
27
OfficeoftheAVP,Membership
27
OfficeoftheAVP,TourismSales
27
OfficeoftheSeniorVP,Marketing & Tourism
27
On-lineDestinationSpecialistProgram/Brazil
27
PartnerWebsiteDevelopment
27
PeninsulaRoundTables
27
PeruSalesBlitz
27
PhiladelphiaInquiry/DailyNews
27
PINTA,NewYork
28
PowWow2011
28
PowWow2011 (MediaRelations)
28
Pre/PostCruiseFams
28
ProductionIndustryFam
28
ProductionIndustryMediaFam
28
PromotionalItems -BoutiqueHotelProgram
28
PromotionalItems -Northeast/Canada
28
Promotions -Domestic & International
28
PublicRelationsContractors ............................................................................................................................
28
PublicRelationsSocietyofAmerica (PRSA)AnnualTourismConference
29
PublishingSupplies & Software
29
PuertoRicoSalesBlitz
29
ResearchServices,Support& SpecialProjects
29
SATHWorldCongress
29
SATWConference
29
SeeAmericaWorkshop -Holland
29
SEO/M,PPC & Reports
29
SisterCitiesAnnualMeeting,Washington,D.C.
29
SouthAmericaGay & LesbianEvent
29
SpainRepresentativeandSalesActivities
30
SpecialEventsResearch
30
SpecialOfficeSupplies/SalesSupport
30
SpecialtyMediaGifts
30
StrategicPlanResearch
30
StrategicSalesCalls -USA-Northeast
30
SummerPublicRelationsStunts
30
Marketing & Tourism

FY
FY
2011
BudgetBudget
thth
18Gay & Lesbian

BusinessExpo New
York
Participationexpensesforthe18InternationalGay & 5,
0005,000
LesbianBusiness & EntertainmentExpoinNewYork.
AAATradeShowThisAAAshowwillbeheldintheVirtuaCenterFlyer
SkateZone601inVoorhees, NewJerseyforthefirst
time.Lastyearover800consumersattendedtheeventand
theyareexpectinganevenlargerturnoutthisyear.
04,
000
ABAV A
( ssociationof GMCVBwillparticipateinABAV RiodeJaneiro, 6,
0006,000
BrazilianTravelAgents) wheremoret
han18,000tourismprofessionalsare
Brazil
expectedtoattendfromBrazilandneighboringcountries.
AddisonTravelShows Canada
GMCVBwillparticipateintheAddisonSeriesofshows
inVictoria,LangleyandVancouvershowcasingour
destinationtotopagentswithparticipationfromACTA
andindependenttravelagents.Morethan300agentswill
beattending.
Advertising & Media

Production
Providesfortheproductionexpensesrelatedto 2,084,794200,000
advertisingprogramdevelopmentandexecution,
includingconsumermarketingcampaigns,Boutique
Hotels,Meetings,TravelTradeandGLBTadvertising.
Note:TheAdvertising & MediaProduction,SummerTV
andSummerRadiobudgetshavebeenredistributed
amongspecificnewProgramsofWork (ConsumerBrand
Marketing,SummerTacticalCo-op,WeatherTriggered,
ConsumerLeadGeneration,AgencyProgram
Administration,andResearch) toenhancetrackingacross
specificbranding,promotionalandadministrative
efforts).
Advertising Agency
Budgettocoveradvertisingagencyfeesrelatedto
ProgramAdministration programstrategyandcreativedevelopment,media
planningandexecution,andprogrambudgetingand
reporting.
6,0008,
000
0660,000
Marketing & Tourism

BostonGlobeTravel
Show
TheTourismDivisionwillparticipatewithVisitFlorida
intheBostonGlobeTravelShow.Thisistheonly
TravelShowinNewEnglandthatreachesover2.8
millionreadersweeklythroughTheBostonGlobe,
boston.com,MetroBoston, & WorcesterT &G. They
expectover20,000consumersandmorethan250
exhibitorstoparticipateintheshowthisyear.
03,
000
BoutiqueHotel
PromotionalDirectory
Providesforthedevelopmentofpromotionalmaterials
targetingcustomersofboutiquehotelsandsupporting
theBoutiqueHotelprogramincludingthereprintofan
expanded/updatedBoutiqueHoteldirectory.
045,
500
BoutiqueHotel/Film,
Fashion &
Entertainment
Advertising
Providesfortheongoingdevelopmentand 75,000
implementationofcooperativeadvertisingprograms
specificallytargetingpotentialcustomersofsmalland
boutiquehotels.
BoutiqueHotels/Film,
Fashion &
EntertainmentTravel
AgentFam
GMCVBBoutiqueHotelsProgramwillhost
EntertainmentTravelAgentsfromNewYorkandLos
Angelesforfamiliarizationtours. Agentswillbe
providedwithanopportunitytoexploreourdestination
througha3-5dayitinerary.
BoutiqueHotel
Shipping
Fundstheshippingofcollateralmaterialtotradeshows 15,00010,000
fordistributioninkeymarkets.
100,000
010,
000
BrazilMeetingPlanner GMCVBTourismstaffandGMCVBMemberswillsell 2,0004,

000
SalesCalls
thedestinationtoBrazilianMeetingPlannersand
IncentiveHousesviaone-on-onesalescallsandVIP
networkingevents.
BrazilRepresentative
Office
In-marketRepresentativesthatwillpromotethe 49,75171,269
destinationthroughouttheyear.
BrazilSalesMissionWewillconductscheduledsalescallsaswellasintimate
VIPnetworkingevents.
BrochureDistribution
08,
000
Distributionofthequarterlycalendarofevents 3,
6003,120
throughoutGreaterMiamiandtheBeaches.
Marketing & Tourism

BrunicoRealScreen
Summit
TheRealscreenSummitisthemostimportantnonth
fictionfilm &televisionindustryevent. Nowinits13
year,thishighlyanticipatedannualeventisdedicatedto
thedevelopmentofbusinessandcreativeopportunities
forthoseinnon-fictionandfactualprogrammingand
contentcreation. Inpartnershipwithrealscreen
magazine,theongoingmandateistoidentifythebest
newideas,recognizetopindustrytalent,offertheforum
fordiscussionanddebate,exploreissuesanduncover
trendsandultimatelycreateaninternationalnetworkof
connectedindividualsleadingtobusinessgrowthand
careerdevelopment. Thiseventisattendedby1,300+
delegatesfrom23differentcountries. Thenewly
designedBoutiqueHotelsguidewillbeplacedinall
delegates bagsandtheGMCVBwillalsorunafull
pageadintheInternationalPitchGuide.
05,
500
CalendarofEventsForthedevelopmentandmaintenanceofa 60,00030,000
comprehensivelistingofeventsinGreaterMiamiand
theBeachespublishedonlineandprintedinabrochure.
CanadaFamsGMCVBTourismSalesstaffwillhostCanadianretail 6,0005,
000
travelagentsfromthismarketforfamiliarizationtours.
Agentswillbeprovidedwithanopportunitytoexplore
ourdestinationthroughafullthree-dayitinerary.
CanadaRepresentationIn-marketrepresentativeinCanadatopromotethe 25,00035,000
destinationthroughouttheyearonanon-goingbasis.
CanadaSalesMission GMCVBwillhosttravelagentseminarsandVIP 22,00015,
000
lunchesfortopclientsandtouroperators,aswellas
participateintheSITVshowattendedbymorethan
3,000consumersandtraveltradeprofessionals.
CentralAmericaSales Wewillconducteducationalandinteractivedestination 3,
0004,
000
Calls
seminarsaswellasintimateVIPnetworkingevents.
ChicagoSalesMission10,
20016,
000
GMCVBstaffwillorganizeaChicagoSalesMission
targetingVirtuoso,EnsembleandSignatureagents
throughoutChicagoandvicinity.
ChileSalesCallsWewillconducteducationalandinteractivedestination 2,0002,000
seminarsaswellasintimateVIPnetworkingevents.
10
Marketing & Tourism

EIBTM, Barcelona,
Spain
GMCVBTourismSalesin-marketrepresentativewill 10,00015,
000
exhibitwithotherVisitFloridamembersatthistrade
showtargetingmeetingplannersandincentive
organizers. Estimatedattendance: 5,000buyers.
EmergingMarketsGMCVBwillestablishaspecialfundforspecific 8,
45013,000
activitiesidentifiedthroughouttheyeardeemedas
opportunitiestofurtherdevelopbusinessfromemerging
markets.
EntertainmentTravel GMCVBsBoutiqueHotelswillhostadinnerinLos 6,
0008,000
AgentsVIPDinner & Angelesfortravelagentswhichcaterprimarilytothe
SalesBlitz -LosAngeles entertainmentindustryandalsoconductasalesblitz.
EntertainmentTravel GMCVBsBoutiqueHotelswillhostadinnerinNew 8,
0008,000
AgentsVIPDinner&
Yorkfortravelagentswhichcaterprimarilytothe
SalesBlitz -NewYork entertainmentindustryandalsoconductasalesblitz.
EuropeanGay &
LesbianEvent
ParticipationexpensesforGay& LesbianGerman
InternationalTradeShowinBerlin,Germany.
04,
500
European/Asian
GMCVBTourismSalesstaffwillhostinternationaltour 35,00030,
000
FamiliarizationTours operatorsandtravelagentsonon-goingfamiliarization
Miami
toursofGreaterMiamiandtheBeaches. Participants
willbeprovidedwithanopportunitytoexplorethe
destinationfollowingathreetofive-dayitinerary.
EqualityForum
Philadelphia
ParticipationexpensesforGay & LesbianEquality 2,

0002,500
ForuminPhiladelphia,PA.
FeriaInternacionalde
Turismo(FIT)
Argentina
GMCVBstaffwillparticipateinaco-sponsoredVIP 5,0003,
500
DinnereventinBuenosAires,Argentina.Wewillbe
invitingthetoptouroperators,airlinesandselected
membersofthepress. TheywillparticipateatFIT,a
fourdaytradeshowinArgentina (2daysconsumerand2
daystrade).Thisshowhasanattendanceofmorethan
20,000consumersandmorethan10,000professionals
fromArgentina,UruguayandChile.
Film &Fashion
IndustryTradeShows
Fundsbudgetedtosupportlocaleffortsfocusingon 30,
0009,200
Film,FashionandEntertainmentactivities.
14
Marketing & Tourism

Film/Fashion/
EntertainmentPublic
Relations
Publicrelationsprogramsinsupportofappropriate 26,00029,
800
initiativespromotingthefilm/fashion/entertainment
industryinpartnershipwithFilm,Fashionand
EntertainmentCommittee.
FlightCentreTravel
Expo (Canada)
TheTourismSalesstaffwillparticipatewithmembersin
theFlightCentreTravelExpoinToronto, Ontario. This
consumershowwillhaveonsightbookingthroughthe
FlightCentreandonlyattendeesoftheshowwillbe
eligibleforthespecialdealsofferedbythesuppliersat
theshowsite. ToenhancethepresenceoftheMiami
CVBattheshow,10,000copiesofFlightCentres
quarterlynewsletterwillbeonhandattheshowforthe
consumerstolookoverthedestinationsthatarepresent
attheshow. Theyareexpectingover5,000consumers.
FloridaHuddle
GMCVBTourismSalesstaffwillattendthis 5,
3505,150
internationallybasedappointmenttradeshowtoconduct
one-on-onepre-scheduledmeetingswithtravelbuyers,
primarilyfromEuropeandAsia.Estimatedattendance:
500travelbuyersfrommorethan40countries.
FloridaRoadShow
GMCVBTourismSalesstaffwillconductsalescallsto8,00015,000
majorcitiesinourtopmarketplacespromotingspecial
packagesandpromotionsforthesummer.
05,
000
FloridaSelectMexicoTourismSaleswillparticipateinthisVisitFlorida 3,
5003,000
TourismSales
interactiveevent.Wewillbetargetingoperators,
incentivecompanies,toptravelagentsandtravelwriters
thatworktheleisureandcorporatebusinessthrough
destinationseminars,one-on-onebuyer/supplier
interaction,tradeluncheon,pressconferenceandVIP
reception (mediaincluded). Anattendanceofmorethan
300importanttravelindustryprofessionalsis
anticipated.
FloridaSelectMexicoFundsallocatedfortravelandparticipationintheannual
MediaRelations
tradeshoweventbyMediaRelations.
FloridasBeaches Scandinavia
01,
800
GMCVBTourismSalesstafftorepresentGreaterMiami12,00010,000
andtheBeachesthroughoutScandinavia.
FortLauderdaleGay & ParticipationexpensesfortheGayPrideFt.Lauderdale

LesbianPrideTrade
TradeShow.
Show
15
01,
000
Marketing & Tourism

FranceMeetingPlanner GMCVBTourismStaffandGMCVBmemberswillsell 2,
0005,
000
SalesBlitz
thedestinationtoFrenchmeetingplannersandincentive
housesviaone-on-onesalescallsandVIPnetworking
events.
FranceOffice
In-marketrepresentativeinFrancetopromotethe 40,00042,
500
FranceRoadShow
GMCVBTourismSalesin-marketrepresentativewill 8,
0005,
000
promoteGreaterMiamiandtheBeachesduringthis
roadshowtotakeplacethroughoutFrance.Member
participationandbrochuredistributionavailable.
Gay & Lesbian

CommunityInitiatives
Fundsallocatedforparticipationinlocaleventslike 14,5008,000
WhiteParty,PrideLines, Miami-DadeGay & Lesbian
ChamberofCommerceGala,andNationalGay &
LesbianTaskForceDinner.
Gay& Lesbian
InternationalTrade
Show Chicago
ParticipationexpensesfortheInternationalGay & 1,
5002,500
LesbianTradeShowinChicago,Illinois.
Gay & LesbianTravel Providesfortheongoingdevelopmentand 137,750144,638

Advertising
implementationofcooperativeadvertisingprograms
specificallytargetingthegayandlesbiantravelmarket.
AdditionalprogramsareimplementedbytheGMCVB
onanon-cooperativenaturefromourbasemediabudget
andotherareas.
GayDays,Orlando,FLParticipationexpensesforGayDaysExpo,Orlando,FL. 2,
5002,000
GayPrideTorontoParticipationexpensesforTorontosGayPrideShow.
2,
5002,500
GayTravelExpo New ParticipationexpensesforthisGay & Lesbiantrade

York
show.
2,
0002,000
GermanyOfficeIn-marketrepresentativeinGermanywillpromotethe 60,00085,
000
16
Marketing & Tourism

GermanyMeeting
GMCVBTourismstaffandGMCVBMemberswillsell 4,0005,
000
PlannerSalesCallsthedestinationtoGermanMeetingPlannersand
networkingevents.
GermanyRoadshowWeek-longsalesmissionwithGMCVBmembersto3
keycitiesinGermanytomeetwithTourOperators
throughaseriesofdestinationworkshopsandsales
calls. Estimatedcontactswillbe20+keyTourOperator
partners.
05,
000
GMCVBAnnual
Meeting
Theannualbusinessmeetingofthegeneralmembership, 45,00050,000
recappingthepreviousyearsaccomplishmentsand
outliningfuturegoalsandProgramsofWork. Thenewly
appointedBoardofDirectorsandExecutiveCommittee
areformallyintroduced.
GMCVBAnnual
Report/Corporate
Brochure
Fortheproductionofabrochureshowcasing 10,00010,000
informationfromourStrategicPlanincludingGMCVB
accomplishments, visitorindustryimpact,and
accomplishmentsofindividualdepartmentsand
divisions.
GOGOWorldwideFall GMCVBTourismSalesstaffwillparticipatewithoneof 5,
00018,
000
Series
ourtopU.S.TourOperators,GOGOWorldwideintheir
productlaunchesandappreciationdinnersinkeycities
intheU.STheseshowsprovideustheopportunityto
.
meetthetopGOGOagentswhoareinvitedtothese
functions.
Hertz/AmericanAirlinesGMCVBinvestmenttodevelopandimplementco-op30,00050,000
Co-op
advertisingprogramwithmajorcarrentalandairline
partnertopromotequalityvisitationintheshoulder
and/orsummerseasons.
IncentiveTravel,
Meetings,Events
Exposition (IMEX)
GMCVBTourismSalesin-marketrepresentativewill 10,00015,
000
exhibitwithotherVisitFloridamembersatthistrade
showtargetingmeetingplannersandincentive
organizers. Estimatedattendance: 5,000buyers.
IncentiveLuxury
SpecialtyPromotional
Items
GMCVBTourismSalesstaffwillpurchasespecialty 3,
0003,000
itemsfortradeshows,famsandsalesmissions.
17
Marketing & Tourism

IncentiveWorks &
GMCVBTourismSalestoattendCanadaslargesttrade 2,
5001,
500
SalesCalls -Canadashowforthemeetings,incentivetravel,specialevents
andpromotionindustriesaswellassellthedestination
toCanadianMeetingPlannersviaone-to-onesalescalls.
InternationalConfex
GMCVBTourismSalesstaffwillrepresentthe 15,
0005,
500
destinationatthelargesttradeshowtargetingthe
meetingsandincentiveplannersectors. Member
participationandbrochuredistributionavailable.
InternationalGay &
LesbianChamberof
CommerceAnnual
Meeting,Washington,
D.C.
ParticipationexpensesfortheInternationalGay &
LesbianChamberofCommerceAnnualMeetingin
Washington,D.C.
02,
500
InternationalGay &
Participationexpensesforthisconference.
LesbianTravel
AssociationConference
Ft.Lauderdale
3,
0003,
000
InternationalGay &
Fundsallocatedforparticipationintheannual
LesbianMarketing
conference.
Conference -LasVegas
2,
5002,
000
InternationalGolf
GMCVB'sTourismSalesteamwillparticipateinIGTM
TravelMarket (IGTM) theleadingeventforanyprofessionalinvolvedinGolf
TourismandTravel. IGTMisthemeetingplaceforthe
worldofgolftravel.Over600golftourismsuppliers
join350pre-qualifiedbuyersand140Internationalpress
fromover55countriesforfourdaysofpre-scheduled
pportunitiesandindustry
appointments,networkingo
updates.
06,
500
InternationalLuxury GMCVBstafftoattendthistopinternationalluxury 12,00010,

000
TravelMarket Cannes showandrepresentGreaterMiamiandtheBeaches.
ItalyRepresentativeandIn-marketrepresentativetopromotethedestination
SalesActivities
throughouttheyearonanon-goingbasis.
ITB Berlin
08,
000
GMCVBTourismSalesstaffwillexhibitatthelargest 15,00012,
000
traveltradeandconsumershowheldinGermany.
Memberparticipationandbrochuredistribution
available.
18
Marketing & Tourism

LatinAmericaVisit
FundsformembershipfeesforVisitUSACommitteein 5,0004,500
USAMembershipDues LatinAmerica.
LeveragedPRProgramsLeverageeventsoropportunisticmajorprintor 50,00050,000
broadcastmediavisitstogenerateenhancedexposure
forGreaterMiamiandtheBeaches.
LiveMiamiMusic
Thismarketinginitiativeisdesignedtopromoteourlive
musicvenuesandthegreatmusiciansthatplayinthem.
ThisLiveMiamiMusicprogramisayear-round
marketingeffortthatwillincludeamicrosite,brochure,
advertisingandPRefforts. Partifipantsarefeaturedin
thepurposebuiltwebsitewww.LiveMiamiMusic.com.
LondonMeeting
PlannerSalesCalls
GMCVBTourismstaffandGMCVBMemberswillsell 4,0005,
500
thedestinationtoUKMeetingPlannersandIncentive
Housesviaone-on-onesalescallsandVIPnetworking
events.
th
LongIslandTravel
TheTourismDivisionwillattendthe27anniversaryof
AssociationTradeShow theLongIslandTravelAgentsAssociationinSyosset,
NewYork.Over250agentsareregisteredtoattendthis
event. Wewillalsohostaluncheonforafewofour
VIPagenciesaftertheshow.
040,
000
03,
000
Luxury/MICEFAMsGMCVBTourismSalesstaffwillhostInternational 5,
00015,500
buyers (traveltrade) ofluxuryproductsandInternational
MICEonon-goingfamiliarizationtoursofGreater
MiamiandtheBeaches.Participantswillbeprovided
withanopportunitytoexplorethedestinationfollowing
athreetofive-dayitinerary.
LuxuryTravelExpo
LasVegas
th
GMCVBstaffwillparticipateatthe10AnnualLuxury
9,0003,500
TravelExpowheremorethan1,100travelagents
targetingtheupscaletravelmarketwillattend. This
showhoststhelargestgatheringofluxurytravel
professionalsintheU.S.,andmorethan300exhibiting
Internationalcompanies.
20
Marketing & Tourism

MediaAfricanMiamioffersawiderangeofculturalheritage
AmericanUSFAMexperiencesfortheAfricanAmericantraveler this
FAMwillshowcasetheseofferingstoagroupor4-6
journalistsfromleadingAfricanAmericanmediaoutlets.
05,
000
MediaClippingService Providesfundsforday-to-daynewsmonitoringagency 9,
5009,500
trackingallnewsregardingGreaterMiamiandthe
Beaches. Includesmeasurementtoolssuchasad
equivalencyandcirculationnumbers.
MediaCrossMarket MediaRelationswillhostsixwritersfromtopdomestic 10,00010,

000
FAM -Art,Culture & andinternationalmarketstoexperiencetheuniquearts
Entertainment
andculturesceneinGreaterMiamiandtheBeachesand
willattendperformancesbyMiamistopperformingarts
organizations.
MediaCrossMarket MediaRelationsstaffwillhostsixtopdomesticand 10,00010,000
FAMAttractionsand Internationaljournaliststoexperiencethediversitythat
FamilyTravel
Miamihastoofferinthewayoffamilyfriendly
restaurants,accommodations, attractionsandshopping
outletsavailableinthecity.
MediaCrossMarket
FAM -Culinary
Hostsix-eightInternationaljournaliststohighlightthe
bestofMiamicuisineandpositionthedestinationasa
leaderintheculinaryscene. CanincludeMiamiSpice
andSoBeWineandFood.
MediaCrossMarket
FAM Eco/Green
MediaRelationswillhostsixwritersfromtopdomestic 10,00010,000
andinternationalmarketstoexperiencetheinnovative
vironmentallyfriendlyofferingsin
ecologicalanden
GreaterMiamiandtheBeaches.
MediaCrossMarket
FAM Gay & Lesbian
MediaRelationswillhostsixtopgaytravelwritersfrom 10,00010,000
domesticandinternationalmarketstoshowcaseGreater
MiamiandtheBeaches arts,culture,entertainmentand
nightlifeforthegaylifestyle.
MediaCrossMarket
FAM -MiamiSports
Hostsix-eightInternationaljournaliststoshowcasethe
destinationasaleaderinhostingworld-renown
championshipevents.
21
010,
000
010,
000
Marketing & Tourism

MediaCrossMarket
FAM PreandPost
Cruise
MediaRelationswillhostsixtopjournalistsfrom 10,00010,000
domesticandInternationalmarketstoshowcaseGreater
MiamiandtheBeaches shopping,finedining,
entertainmentandnightlifetobeenjoyedbeforeorafter
acruise.
MediaCrossMarket
FAM -SmartLux
Hostsix-eightInternationaljournaliststoshowcase
Miamissummerofferingsincluding: MiamiSpice,
MiamiSpaandMiami4-4-3.
010,
000
MediaCulinary
EuropeanFAM
MiamiisaleaderinculinaryofferingsandthisFAM
willshowcasethebesttotopEuropeanjournalists.
09,
000
Media ManCation
EuropeanFAM
ThisFAMwillintroduce4-6journalistsfocusedon
MenstravelandlifestyletothebestofferingsinMiami
fora guysgetaway.
09,
000
MediaMissions
LatinAmerica
GMCVBMediaRelationsstaffwillmakemedia 9,
00010,000
presentationsandeditorialcallsinkeyLatinAmerica
markets,basedonmarketconditions (i.
e.Brazil,
Argentina,Mexico,Chile,Spain) togeneratemedia
coverage.
MediaMissions
NewYork
MediaRelationswillbeinNewYorktohostamedia 25,00025,000
receptionformorethan100topprintandbroadcast
media. Morethan20membersarescheduledtoattend.
Staffwillalsoconductseveralmediacallstomeetwith
travelwritersandradio/televisionshowsinNewYork
City.
MediaMission
Toronto
MediaRelationswillbeinTorontotohostamedia 8,
0008,000
receptionformorethan50topprintandbroadcast
media. Morethan10membersarescheduledtoattend.
MediaMonitoringfor
LatinAmerica
Thisservicewillscanallformsofmediaoutletsinthe
regionandreportbackonMiamipostedarticlesand
stories.
05,
000
MediaMusicand
NightlifeUS-Canada
FAM
WiththelaunchofMiamiLiveMusicMonth,themedia
teamwillhost4-6writersfromtheUSandCanadato
showcasethebestofthelivemusicandclubscene.
05,
000
22
Marketing & Tourism

MedicalTourismPromotionalfundsusedformedicaltourismpromotion
bringingtogetherapproximatelysixofGreaterMiamiand
theBeachestophospitalsforayear-roundprogramwhich
willstrengthenMiamispositionasaworld-class
destination.Theprogramisdesignedtobringpatientsand
theirfamilies,aswellasmedicalmeetingandconventions
toMiami.TheGMCVBwillsecurepartnerfundsand
attractadditionalsupportfromsponsorstobeinvestedin
acomprehensivemarketingprogramwhichincludesprint
andradioadvertising, aswellasPRinitiatives.
040,
000
Meetingsand
Fundssetasideforadvertisingtargetingmeetingplanners 255,000255,000
ConventionsAdvertising toattractmeetingandconventionstoGreaterMiami.
Member/Client
Cultivation
Cliententertainmentexpenseandlocalstafftravelbudgeted 9,
6008,
000
tosupportMembershipsalesinitiatives.
MemberEvents
Awiderangeofnetworkingandeducationalopportunities 11,00010,
100
designedtohighlightspecificprogramsorissuesaswellas
highlightingavarietyofhostmemberfacilitiesandspecial
events.
MemberSalesMaterials Productionofcollateralmaterialtosupportmembership 10,

0008,
000
saleseffortsthroughouttheyear. Membershipinformation
brochure,membershipappreciations,membershipsaleskit.
MembershipNon-Profit ResourcesallocatedtofundGMCVBmembershipinnon- 84,00084,

000
CheckExchanges
profitorganizationsinthelocalcommunitysuchas (arts,
culture,museums,associations, theater,etc).The
Membershipisareciprocalwhereanactualcheckis
exchangedforthevalueofthemembership.
MexicoMeetingPlanner GMCVBTourismstaffandGMCVBMemberswillsell 2,0004,

000
SalesCalls
thedestinationtoMexicanMeetingPlannersand
networkingevents.
MexicoRepresentative In-marketRepresentativesthatwill promotethe 15,00015,000
Office
destinationthroughouttheyear.
24
Marketing & Tourism

MexicoSalesMission
Wewillconductscheduledsalescallsaswellasintimate
VIPnetworkingevents.
MiamiBeachVisitor
Center
Forthesupportofaregionalvisitorcenterinpartnership 40,00040,000
withtheCityofMiamiBeachandMiamiBeachVisitor &
ConventionAuthority.
05,
000
MiamiSpaPromotionsPromotionalfundsusedfortheannualspapromotion 45,00040,000
bringingtogetherapproximately30ofGreaterMiamis
finestspasduringthemonthofJuly.TheGMCVBwill
leveragethesefundstoattractadditionalsupportfrom
sponsorstobeinvestedinacomprehensivemarketing
programwhichincludesprintandradioadvertising, as
wellasPRinitiatives.
MiamiSpicePromotionsPromotional fundsusedfortheseasonalculinary 94,95675,000
promotionbringingtogetherapproximately100ofGreater
Miamisfinestrestaurantsduringspring,summer,autumn
andwinter.TheGMCVBwillleveragethesefundsto
attractadditionalsupportfromsponsorstobeinvestedin
acomprehensivemarketingprogramwhichincludesprint
andradioadvertising,aswellasPRinitiatives.
MuseumMiamiCo-opPromotionalfundsusedfortheculturalpromotion 20,00020,000
bringingtogetherapproximately15ofGreaterMiamiand
theBeachestopmuseumsduringthemonthofMay.The
GMCVBwillleveragethesefundstoattractadditional
supportfromsponsorstobeinvestedinacomprehensive
marketingprogramwhichincludesprintandradio
advertising,aswellasPRinitiatives.
Music
Awards/Entertainment
Seedfundsusedtofacilitatepotentialawardshowssuch 45,00045,000
asMTV,LatinGrammy,BET,etc.
NATPEPartnershipInJanuary2011,theNationalAssociationofTelevision
ProgrammingExecutivesConference & Exhibitionwillbe
heldinMiami.NATPEistheonlyAmericanprogram
marketservingtheworldwidetelevisioncommunity. This
threedaymarketandconferenceisrecognizedthroughout
theworldasakeymediaevent.TheGMCVBBoutique
Hotelswillhostanet-workingeventforkeyNATPE
executivesandconferenceparticipants.
25
010,
000
Marketing & Tourism

NewResearch
Initiatives
Fundsusedfornewresearchopportunitiesthatoccur 45,00020,900
throughouttheyearallowingtheBureautoparticipatein
strategicresearchthatwillimpactourlocalvisitor
industry.
NewYorkTimesTravel TheNewYorkTimesTravelShowwillbeheldfrom 5,
0005,000
Show
February26 -28,2010attheJacobK.JavitsConvention
CenterinNewYorkCity.Thiseventcontinuestobe
NorthAmerica'spremiertravelshowattractingaunique
dingtourism
globalrepresentationoftheworld'slea
markets.Over18,000consumersandtradeprofessionals
plusover500domesticandInternationalmedia
representativesareexpectedtoparticipatethisyear.
ParticipantsaremadeupofInternationalandregional
touristboards,Convention & VisitorsBureaus, overseas
anddomestichotels,lodgesandspas,tourandcruise
operatorsandcruise,transportation,industryservice
providersandassociations.
Non-VisitorResearch
Conducton-linesurveyofpersonswhohavenevervisited
GreaterMiamiornotvisitedinlastfiveyears.
07,
600
NortheastSalesMissionGMCVBTourismSalesstaffwillhostatabletoptrade 30,00020,000
showandroundtablesinkeycitiesintheNortheast.A
VIPtravelagentreceptionwillbehostedinNewYork
Cityforkeyagenciessendingclientstoourdestination.
OfficeoftheAVP,
Advertising & New
Media
Providesforofficeexpenses, unscheduledtraveland 7,50012,

000
entertainment,specialtyitems,subscriptions, specialized
training &equipment.
OfficeoftheAVP,
CulturalTourism
FundsallocatedforparticipationinArtBaselSwitzerland, 8,
8608,000
NationalTrustforHistoricPreservationConference,Arte
oftheAmerica,FloridaTrustMeetingsandotherlocal
events.Alsoisusedforofficeexpenses, unscheduled
travelandentertainment,specialtyitems,and
subscriptions.
OfficeoftheAVP,
Providesforofficeexpenses, unscheduledtraveland 4,
5004,
500
MarketingServicesentertainment, specialtyitems,subscriptions,specialized
trainingandequipment.
26
Marketing & Tourism

PINTA,NewYork
ParticipationinPINTA,theModern & ContemporaryArt 1,5002,000

ShowinNewYork,NY.
PowWow2011Appointmenttradeshowfortopinternationalbuyersof35,00030,
000
U.S.tourismproducts. Estimatedattendance:
Approximately2,000travelbuyers.
PowWow2011 (Media FundsforMediaRelations traveltoandparticipationin
Relations)
theannualIPWconference.
07,
000
Pre/PostCruiseFAMS
GMCVBTourismSalesstaffpartnerswithcruiselines 39,54250,000
andtravelagentstoco-sponsorfamiliarizationvisitsin
conjunctionwithshipinspectionspromotingMiamias
pre-and-postdestination.
ProductionIndustry
FAM
GMCVBBoutiqueHotelsProgramwillhostFilm,
TelevisionandCommercialProductionIndustry
ProfessionalsfromNewYorkandLosAngelesfor
familiarizationtours. Participantswillbeprovidedwith
anopportunitytoexploreourdestinationforlocations
scoutingthrougha3to5dayitinerary.
010,000
ProductionIndustry
MediaFAM
GMCVBBoutiqueHotelsProgramwillhostdomesticand
internationalEntertainmentTraveljournalistsfor
familiarizationtoursprovidedwithanopportunityto
exploreourdestinationthrougha3-5dayitinerary.
010,000
PromotionalItems
GMCVBTourismSalesstaffwillpurchasespecialtyitems 15,00015,000
BoutiqueHotelProgram forthetradeshows,famsandsalesmissions.
PromotionalItems
Northeast/Canada
GMCVBTourismSalesstaffwillpurchasespecialtyitems 5,0008,
000
forthetradeshows,famsandsalesmissions.
Promotions Domestic GMCVBMediaRelationsstaffwillconductpromotions 10,000148,940

International
inseveralkeydomesticandInternationalmarketsto
updatemediaandconsumersonthelatestdevelopmentsin
GreaterMiamiandtheBeaches.
PublicRelations
Contractors
Expandthedestinationsmessageinkeymarketsthrough 312,419300,162
publicrelationsprogramsimplementedwith
subcontractorsintheU.S./Canada(NewYork),United
Kingdom,GermanyandLatinAmerica.
28
Marketing & Tourism

SpainRepresentative
andSalesActivities
In-marketrepresentativesthatwillpromotethedestination 4,
5445,
000
andparticipateintraveltradesalesactivitiesthroughout
theyear.
SpecialEventsResearchConductmonthlysurveysofattendeestotouristoriented
eventsthroughoutMiami-DadeCounty.
010,
000
SpecialOffice
Suppliesneededforspecialprojectsandpromotionswithin 27,60018,000
Supplies/SalesSupport TourismSales.
SpecialtyMediaGiftsProvidesforspecialtymediaitemstobedistributedduring: 5,
0006,
500
crossmarketandin-marketFAMS,individualmediavisits,
pressconferences, mediamissionsandwhenhostingmedia
ontelevisionproductionsandstorydevelopmentlunches
anddinners.
StrategicPlanResearchFundsearmarkedtoimplementvariousrecommendations 17,48520,000
putforthbytheStrategicPlanincludingexpanded
research,advertisingpre/posttestingandreturnon
investmentanalysis.
StrategicSalesCallsGMCVBin-marketstaffwillconductstrategicsalescalls 3,
0002,
000
USA-Northeast
andoperator/reservationcenterpresentationsthroughoutthe
courseoftheyearasnecessarytoenhanceourregularly
scheduledprogramofwork.
SummerPublic
RelationsStunts
Leveragepublicrelationspromotionsandpublicitystunt 40,00020,000
opportunitieswithindustrypartnersintargetedmarkets
withspecialemphasisonsummerpublicrelations.
SundanceFilmFestivalGMCVBsBoutiqueHotelswillpartnerwiththeMiami- 15,00010,000
DadeandMiamiBeachFilmOfficestoshowcaseour
MiamiBoutiqueHotelsanddestinationtofilmindustry
professionals.
SXSWMusic
SXSWMusicConferenceisoneofthelargestmusic 9,50010,000
Conference-Austin,TX conferencesintheUSwithanestimatedattendanceofover
25,000worldwidemusicindustryprofessionals. Thisisan
idealplatformtopromoteMiamiMusicFestivals. The
newlydesignedBoutiqueHotelsguidewillbeinsertedin
eachdelegatesbagsandadswillbeplacedinthe
conferencesmainmusiccatalogue.
30
Marketing & Tourism

ThomasCookTrade
Shows
GreaterMiamiandtheBeacheswillpartnerwithThomas
CookCanadafortheirsummerproductlaunchinvarious
citiesinCanada.Thesetabletoptradeshowswillbe
conductedineachvenuewithupto500agents
participatingattheshows.ThomasCookisthemajor
travelforceinCanada.
010,
000
TopResaIFTMFrance
GMCVBin-marketrepresentativewillexhibitaspartof 4,
0003,500
theVisitFloridabooth.Memberswishingtoparticipateare
encouragedtocontactVisitFlorida.
TourOperatorCo-opPartnershipwithmajordomestictouroperatorsto 150,000185,000
stimulatetravelfromkeyfeedermarketsintoGreater
Miamithroughstrategicadvertising,andvalue-added
promotions.
TourOperator
Roadshows-Germany
GMCVBin-marketrepwilljoinkeyTourOperatorson 10,00010,000
theirannualroadshowsandvisit3-4keycitiesduringeach
roadshow. Morethan100leadingtravelagentswillbe
invitedineachcity. GreaterMiamiwillprovideatable
top/presentationtoeducatetheseindustrypartners.
TravelandMedia
AssociationofCanada
AnnualMeeting
MediaRelationswilltravelandparticipationattheTravel
andMediaAssociationofCanadasannualmeeting.
TravelImpressions
TradeShows
GMCVBTourismSalesstaffwillparticipateintheTravel 6,
0006,000
Impressions (BestoftheBest)TradeExposeriestargeting
theirtopagents.Thesearetabletopshowsheldintheir
strongestmarketplacesandareattendedbymorethan100
agents.
TravelTrade
Fulfillment
Fortheprocessingofconsumerinquiriesgeneratedvia e- 58,00039,500
mail,website,telephone,fax,etc.throughongoing
promotionalefforts.Fulfillmentisprovidedbyforwarding
aselectionofcollateralmaterialsfromtheGMCVBlibrary
i.
e.,VacationPlanner).
02,
500
TravelUni UKTravel The MiamiUncovered TravelUnion-linetravelagent 4,

5004,000
TradeOnline
trainingprogramwillbeavailabletotheUK16,500travel
DestinationSpecialist agentswhoareparticipatingintheTravelUnitraining
programs. Thisincludeshome-basedagents,online
agenciesandtouroperatorreservationsstaff.
31
Marketing & Tourism

VirtuosoAdvertising PartnershipwithVirtuosoandotherstostimulatetravel
PartnershipfromkeyfeedermarketsintheU.S.andLatinAmerica
intoGreaterMiamithroughstrategicadvertisingand
value-addedpromotions.
VirtuosoTravelMart
GMCVBsTourismSalesteamwillparticipatein
VirtuososannualtradeshoweventeveryAugust. Virtuoso
isanetworkoftheworldsfinesttravelagencieswith
knowledgeableadvisorswhodrawuponfirst-hand
experiencetocrafttheperfectluxuriousvacationfortheir
clients. Virtuososaffiliatedtraveladvisorshaveglobal
connectionswiththebesthotels,cruiselines,airlinesand
tourcompanies.Asadestination,thisisanexcellent
opportunitytomeetone-on-onewithover250+Virtuoso
travelprofessionalsandfurtherpromoteMiamisluxury
assets.
06,
931
VisitFloridaBrochure ThisPOWisforopportunitieswherewecannotphysically
Distribution
attendwithVisitFloridabuthavethemtakeourbrochures
todistributeattheshows.
02,
500
VisitFloridaCentral
AmericaMission
JoinVisitFloridaontheirannualpressmissiontoCentral
Americainordertocontinuefosteringpressrelationsin
thisimportantmarket
01,
800
VisitFloridaGLBT
PressReception
ThemediateamwilljoinVisitFloridaontheirannual
GLBTpressreceptioninNewYork. Itisanexcellent
opportunitytofosterrelationshipwithleadingpressinthis
nichemarket.
02,
000
VisitFloridaGovernorsFundsallocatedforMediaRelations participationinthe
Conference
annualGovernorsConferenceonTourism.
01,
500
50,000
VisitFlorida
Partnership
Membership
AnnualMembershipduestoVisitFlorida.
VisitFloridaTrade
Shows
TheGMCVBwillparticipatewithVisitFloridainvarious
tradeshowsintheNortheastandCanadathatarenot
currentlyscheduled.
VisitUSABelgium
Workshop
GMCVBTourismSalesstaffwillprovideadestination 3,0803,000
trainingseminarforkeytouroperatorsandtravelagents.
33
6,
0006,000
05,
000
Marketing & Tourism

VisitUSACommittee
Dues
GMCVBtorenewVisitUSAAssociationmembers.
VisitUSAConsumer
Shows Germany
GMCVBtoparticipateinaseriesofconsumershows 8,
0005,500
throughoutGermany.
VisitUSAHamburg
MediaReception
GMCVBsHamburgbasedPRfirmwillattendthis
importantannualreceptiononbehalfofthemediateam.
VisitUSAIreland
Seminar
VisitUSAIrelandSeminarisanannualeventheldin 4,
0004,000
Dublinfortravelagentsandtraveltrademediaorganized
bytheVisitUSACommitteeofIreland.Over20UStravel
organizationswillbepresenttomeettravelprofessionals
fromDublinandotherpartsofIreland.
VisitUSASeminar
Vienna,Austria
GMCVBin-marketrepwillattendthistable-toptravel 5,
0002,500
tradeeventtargetingmorethan200travelprofessionals
fromAustria.
VisitUSAUnited
KingdomMedia
Reception
GMCVBsLondonbasedPRFirmwillattendthis
importantannualreceptiononbehalfofthemediateam.
01,
000
VisitUSAUnited
GMCVB'sUnitedKingdomrepresentativewillparticipate
KingdomRoadshowand inVisitUSA'sUKRoadshowinDecembervisitingthree
Events
cities (citiesTBD). TheRoadshowallowsdestinations,
airlines,hotelsandotherVisitUSAmemberstomeetand
networkwith100+agentsineachcitytolearnmoreabout
theirproducts.
011,
500
VisitUSAWorkshop
andSalesCalls
Switzerland
7,
0507,
000
01,
000
GMCVBwillparticipateinVisitUSACommitteetravel5,0005,000
tradeeventandlunchreceptionforselectedtouroperators.
VisitorProfileResearchFortheon-goingdevelopmentofqualitativeand 201,000202,000
quantitativeresearchprogramsutilizingmonthlysurveys
herinformationalsourcesascalledforinthe
andot
StrategicPlan.
34
BlackHospitalityInitiative
of
GreaterMiami (BHI)
2010-2011OverviewandMission
TheBoardofDirectorsoftheVisitorIndustryHumanResourceDevelopmentCouncil
VIC)changeditsnametotheBlackHospitalityInitiativeofGreaterMiami (BHI)
alongwithitsmissioninordertobetteralignwithandreachthepopulationitserves. The
organization'snewexpandedmissionwillbuildonthecurrentmodelofsuccessto
advanceeconomicparticipationforAfricanAmericansandBlacksofAfricandescentby
openingdoorsofopportunityinGreaterMiami'svisitorsindustry.Withthenamechange
andnewstrategicapproach,theBlackHospitalityInitiativeofGreaterMiamiis
poisedtoreachthebestandbrightesttalentwithinthetargetpopulationitservesand
assurethemasustainablefutureinthelocalvisitorindustry.Toreachitslongtermgoals
asdefinedinthenewlyexpandedmissionandstrategicplan,theBlackHospitality
InitiativeofGreaterMiamihasaddedAdvocacy, TalentDevelopmentandCareer
Coachingcomponentstoitsorganizationalinfrastructureandfocus.Thebroadened
scopewillalsoqualifytheorganizationforadditionalfundingoptionsandfundraising
opportunities.
From1990to2010, over $1.4 millionhavebeenraisedfortheBlackHospitality

InitiativeofGreaterMiami,a501c-(3)non-profitorganization. Thevalueof
scholarshipdistributionhasreachedapproximately $1.2 million.Morethan200
scholarshipshavebeenawardedtostudents, neweducationalpartnershipsdevelopedand
expandedwithFloridaInternationalUniversity,Johnson & WalesUniversityandMiami
DadeCollege.Programgraduateshaveemergedasindustryleadersinhotels,cruise
lines, restaurants, andaseducatorsinMiamiandacrossthecountry.TheBlack
HospitalityInitiativeofGreaterMiamialsobenefitsfromthefinancialsupportand
leadershipoftheGreaterMiamiConventions & VisitorsBureau,Miami-DadeCounty's
leadinghotels,cruiselines, foodandbeveragepartnersandcorporateinstitutions.
1
BlackHospitalityInitiativeofGreaterMiamibeganin1990when
Thehistoryofthe
GreaterMiamiandtheBeachesfacedthechallengesofaBlacktourismboycott.Spurred
bythesnubbingofvisitorandanti-apartheidleaderNelsonMandelabylocalpolitical
leaders, theboycottwouldlast33-monthsandendwitha20-pointprogramtoboostthe
roleofAfricanAmericansinthelocalvisitorindustry. In1991, theGreaterMiami
Convention & VisitorsBureau (GMCVB) establishedtheorganizationtoaddress

challengesresultingfromtheboycottandtospecificallyhelpexpandtherolesand
participationofAfricanAmericansinthelocalvisitorindustry. Thisuniqueformation
hasframedandshapedthewaysinwhichtheorganizationoperatestoday.
AnnualFundraisingforScholarshipsandPrograms:$164,103.46
FloridaInternationalUniversityScholarshipEndowment
BlackHospitalityInitiativeofGreaterMiamiScholarshipEndowment
The
BlackHospitalityInitiativestudentsattending
wasestablishedtobenefitthe
FloridaInternationalUniversity(FIU)SchoolofHospitalityManagement
Program. TheFinancialSummaryisoutlinedbelow:
A.EndowmentPermanentRestrictedValue $441,496.40
B.PreviousDeclineinValue *. $- 85,966.56
C.CurrentValueofEndowmentRestrictedBalance$355,529.84
D.TotalCurrentSpendableBalanceforScholarships*.. $
1,817.46
Miami-DadeCollegeScholarshipFund
ThecurrentbalancefortheBlackHospitalityInitiativeScholarship Fundat
Miami-DadeCollegeis $14,786.00.
St.ThomasUniversityScholarshipFund
ThecurrentbalancefortheBlackHospitalityInitiativeScholarshipFundatSt.
ThomasUniversityis $10,000.00forBHIstudentscholarshippipeline.
FundraisingActivities:
HOTFundraisingActivities:$120,000.00
th
TheGMCVBraised $120,000.00fromthe19AnnualHOTChallengeMay,
2010.TheBoardofDirectorscontributionwas$11,600.00andtheSouthFlorida
GolfFoundation (SFGF) BirdiesforCharityawarded $5,000.00totheHOT.
GrantPrograms:$ 17,500.00
st
Awarded 7,500.00: VisitFloridatosupportthe1EntrepreneurialConference
th
forBlackStudentinHospitalitytobeheldalongsideNAHOOD14Annual
ConferenceJuly21-24,2010.
Awarded 10,000.00: MiamiDadeCountyTouristDevelopmentCouncilto
st
supportthe1BlackStudentHospitalityConferencetobeheldalongside
th
NAHOOD14AnnualConferenceJuly2124,2010.
Grants Pending:$ 810,000.00
Pending: BankofAmericaforBHIProgramDevelopmentActivities
200,000.00.
Pending: FloridaDepartmentofEducationMentoringGrantwithNorlandHigh
School $400,000.00.
Pending: MiamiDadeCountyHumanandSocialServiceCommunityBased
FundingPrograms $160,000.00.
Pending: SunLifeFinancial/DolphinStadium $50,000.00forstudent
scholarships.
ProgramAdvocacyandOutreach:
TheBlackHospitalityInitiativeestablishedaHospitalityWorkProgramwithBig
BrotherBigSisters, DoubleTreeHotelandBentleyHotelSouthBeach. BHIparticipated
ontheAcademyofHospitalityandTourism (AOHT)AdvisoryBoardandworkclosely
withAOHTschoolsAcademyofHospitalityandTourismtosupporteducation, training,
internships, andcareerdevelopmentforstudentspursuinghospitalitycareers. BHI
partneredwiththeMulticulturalFoodservice & HospitalityAlliance (MFHA)inApril
21010tobringShowcaseoftheStars, aninteractivehospitalitycareer-exploration
eventtoMiamiAOHThighschoolstudents. Thiseventismirroredandsupportedbythe
website,www.whatsnext4me.com,aDepartmentofLabor-fundedwebsitedevelopedby
Johnson & WalesinpartnershipwithMFHA.

BHIparticipatedonMiamiHospitalityInstituteAdvisoryBoardsandassistwiththe
employmenttrainingprogramdesignedtoconnectjobopportunitiesinthelocal
hospitalityindustrywithMiamisinnercityresidentsthroughcustomerserviceandjob
readinesstrainingprovidedintheheartoftheinnercity.
BHIpartneredwiththeNationalAssociationofBlackHotelOwners, Operators&
Developers(NABHOOD) www.nabhood.nettohostthe1stEntrepreneurialConference
forBlackStudentsinHospitality (ECHO).Theconferencesattractedmorethan100
AfricanAmericans/BlackstudentsattendingHistoricallyBlackCollegeandUniversities
HBCU),collegesintheCaribbeanandLatinAmerica. Theparticipatingcollegesand
universities included: TempleUniversity,UniversityofTechnology, Bethune-Cookman
University, TuskegeeUniversity,NorthernCaribbeanUniversity, Universityof
Maryland-EasternShore, VirginiaStateUniversity, HamptonUniversity, MiamiDade
College, UniversityoftheWestIndies,CollegeoftheBahamas, VirginiaState
University, PontificiaUniversidadCatolicaMadreyMaestra,WestMinisterCommunity
College, FloridaInternationalUniversity, SavannahCollegeArt &Design, TheAlbena
LakeHodgeComprehensiveSchool, UniversityofSt.Martin,SanDiegoState
University, JohnsonandWalesUniversityandotherlocal,stateandnationalinstitutions.
TheconferencewassupportedinpartbyVisitFlorida,MiamiDadeCountyTourist
4
DevelopmentCouncil,NationalAssociationofBlackHotelOwners, Operators &

Developers (NABHOOD) andtheGreaterMiamiConvention & VisitorsBureau
GMCVB).
BHIjoinedtheTravelProfessionalsofColor (TPOC) attheir8thAnnualConferenceand
TradeShowheldintheNassauBahamas, April2010tohelppromotetraining,
networkingandsupportminoritytravelprofessionals. StudentsfromBHIweresponsored
byAirBahamas, TPOC,andNABHOODtoattendtheconference.
TheBlackHospitalityInitiativesupported theFoundationforDemocracyinAfrica
th
FDA)12AnnualAfrICANDOTradeInvestmentSymposium,
whichfocusedonSmart,
AppropriateandResourceEfficientTechnologiesforRuralCommunitiesSeveral
significantrecommendations weremadeduringtheconference, andwelookforwardto
workingwithFDAtohelpthemachievetheirgoals.Inaddition,wewillbeworkingwith
AfrICANDO2010TradeInvestmentSymposium.
BHIco-sponsoredandmoderatedShowcaseoftheStarswithAOHTonApril13,2010at
theMiamiBeachConventionCenter. GerryFernandez, PresidentandCEOofthe
MulticulturalFoodServices & HospitalityAlliance (MHA)wasthekeynotespeakerand
facilitatoroftheshowcasepanelists.
BHIconductedcommunityoutreachandspokeattheOvertownCRAmeetingwiththe
mayorandcityofficialsattendingtohelpsecurefundingforhospitalityprograms.BHI
metwithCommissionerRichardP.DunnDistincttointroducetheBlackHospitality
InitiativeofGreaterMiamiandtoseekfundingopportunities.BHIwasrepresentedatthe
HomesteadSeniorHighandRobertMorgansCareerConnectionBreakfastonMay
2010, participatedinBookerT.WashingtonHigh SchoolCareerExplosion, Lindsey
HopkinsTechnicalEducationCenterCareerDayandparticipatedinAOHTAdvisory
BoardmeetingsandtheHospitalityInstituteBoardmeetingsandtraining.
ProgramTalentDevelopment
BHIhadeleven (11)studentscholarsinTalentDevelopmentreceivingscholarships.
Eight(8)atMiami-DadeCollege; andthree(3)studentsattendFloridaInternational
University. CongratulationstoMelissaBrownandDorothyDurenawhocompletedtheir
AssociateDegreeatMiami-DadeCollegeSummer2010.
BHIcontinuestoprovideInternshipsandServiceLearningopportunitiestoBHIScholars
attendingMiamiDadeCollege, FloridaInternationalUniversityandJohnson & Wales.
BHIBoardofDirectorscreatedtheHospitality & TourismTalentDevelopment
InitiativeHTTDI) atrainingpartnershipbetweenPeeblesAtlanticCorporation,
business, industryandeducationpartners.HTTDIisdesignedtotargetsouthFlorida
highschooljuniorsandseniorswhodemonstrateinterestinthehospitalityindustryor
anyofitsrelatedfields (i.
e.HotelManagement /Ownership, FoodServiceManagement,
RestaurantManagement/OwnershipandEntrepreneurialTraining). Theseserviceswillbe
offeredyearroundandwillbeginSeptember2010.JobPlacementandBusinessPlan
Developmentwillfollowthetrainingsessionsaftercompetencieshavebeenmeasured.
BHIhaspartneredwithBigBrothers & BigSisters SchooltoWorkProgram.
ThepurposeoftheBigBrothers & BigSister'sBBBS) SchooltoWorkProgramisto
addressthecrisisthatexistsforat-riskhighschoolstudentsinSouthFloridaastheymake
thetransitionfromschooltofull-timeemployment.SchooltoWorkpreparesthesestudents
fortheworldofworkbymatchingthemwithmentorswhocanexposethemtoworkplace
practices, careerpaths,andofficetechnologies, whileatthesametimeprovidingsupport
andmotivationasthesestudentsstrivetoimprovetheiracademicandsocialperformance.
BHIhospitalityworkpartnersincludetheDoubletreeGrandHotelBiscayneBayand
HiltonBentleyMiamitoinitiatetheHospitalitySchooltoWorkComponent.

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MIANII~

Ma Y or Matti Herrera Bower and Members of the Cit y Commission ~"

SUBJECT: GREATER MIAMI CONVENTION & VISITORS BUREAU ANNUAL

PROGRAM. OF WORK FISCAL YEAR 2010-2011. `~' --..

questions, please feel free

GreaterMiamiConvention & VisitorsBureau

IV. AnnualIntegratedMarketingPlan ConventionSales& Services

GREATERMIAMICONVENTION & VISITORSBUREAU

TheGreaterMiamiConvention & VisitorsBureauisasalesandmarketing

Miami-DadeCounty,theCitiesofMiamiandMiamiBeach, theBureaureceiveda $1.25

didseeBusinesstravelincrease, (alesseningoftheAIGeffect) ascorporationsfreedup

NationalMinoritySuppliersDevelopmentCouncil October2010 (3,000delegates)

investment (ROI) forthismeetingthatwillresultinfuturebookingswithinourhotel

generatorfortheGreaterMiamiConvention & VisitorsBureau. Thispastyear,they

spaces. Astheindustrysearchestofindthenew normal, thehigh-endcustomerwill

MARKETING & TOURISMDEPARTMENT

Thesejoinourlong-standingrelationshipsinBrazil,Germany, France, Argentina,Mexico,

incrementalmarketingsupportatkeyneedperiods. Asimportantly, theyprovidenewand

FINANCE & ADMINISTRATION

withoutmanagementcommentsundertheengagementoftheauditorsMcGladrey & Pullen.

TheFinance & AdministrationDepartment continuedtomanagetheaccountingactivitiesof

crisis, thisyearalone,theFinance & AdministrationDepartmentreduced theoperatingand

Duringthecurrentfiscalyear2009-2010,theFinance & AdministrationDepartmenthas

that Informz hasalreadygeneratedtens-of-thousandsofdollarsinsavingsbyavoidingthe

Budget, ProgramofWork. IwouldliketothankItaMoriartyandRolandoAedofortheir

impactofover $111million. Thistotalof533bookingsfor365,928roomnightsrepresentsan

economicimpactofover $191million. (throughJuly, 2010). Weare25%aheadoflastyears

businessesinkeycategories. Tradeshowcompanies, associationsandcorporationsarea

producesitevisitationsbyindividualdecision-makers, boardsofdirectors, site

marketsof:Minneapolis, St.Louis,Houston, Dallas, addingSanAntonio,

Summit, AmericanSocietyforAssociationExecutivesAnnualMeeting &

EffectivelycoordinateBureaushowcaseevents, VenueReviews, sponsorshipsandspecial

ParticipatedontheFinancial & InsuranceConferencePlanners (FICP) 2010Design

presentationsandcollateralsupport. Additionally, participationin10

DesignandimplementatargetedGay & LesbianTravelProgram

willincludeparticipationinCLIAconferences, Cruise360, andCruise

Utilizepressreleasestohighlighttraveltrends, events, new

goalofdeveloping year-round tourismtakingadvantageofnotonlythedestinations

ourbusiness) increasedby3.6%to4.2 million.Totalovernightvisitorsforthefirstnine

Advertising & NewMedia

Advertising & NewMedia

Advertising & NewMedia

Advertising & NewMedia

Advertising & NewMedia

bea centralmeetingplace forallinquiriesaboutavacationtoGreaterMiamiandthe

Advertising & NewMedia

Advertising & NewMedia

Searchenginetrafficwillbeoptimizedthroughboth push initiatives

Advertising & NewMedia

mobilizedtoaddressanevent, episode, marketcondition,trendaswell

Increasedpersonalcontact (viameetings) betweenMemberand

ConventionSales & Services

ChicagoSalesBlitzAnnualblitztothe WindyCity. Targetedgroupand10,00010,000

Marketing & Tourism

Marketing & Tourism

Marketing & Tourism

Marketing & Tourism

18Gay & Lesbian

Advertising & Media

Marketing & Tourism

BrazilMeetingPlanner GMCVBTourismstaffandGMCVBMemberswillsell 2,0004,

Marketing & Tourism

Marketing & Tourism

ParticipationexpensesforGay & LesbianEquality 2,