2017-05-11T14:03:03-05:00 2016-06-30 Thomas Howell Ferguson PA 2615 Centennial Blvd Suite 200 Tallahassee FL 32308 990 2015-07-01 593359293 FLORIDA TOURISM INDUSTRY MARKETING CORP INC % SHANNA PACE FLOR 8504885607 2540 W Exec Center Circle Ste 200 TALLAHASSEE FL 323015015 KEN LAWSON CEO 8504885607 2017-05-15 true Deborah Leonard P00218358 8506688100 2015 2021-01-29 14:40:06Z VISIT FLORIDA KEN LAWSON 2540 W Exec Center Circle Ste 200 TALLAHASSEE FL 323015015 109507099 false X www.visitflorida.org/www.visitflorida.com X 1995 FL To Strengthen FL's share of the global travel market with the goal of maximizing economic impact of travel & tourism to Florida with the goal of $100 billion in tourism by 2020. 30 30 147 33 656935 -8578 73500000 76000000 44289671 33215739 42428 42492 471088 248868 118303187 109507099 7611074 4344287 0 0 11186845 12680771 0 0 0 98448985 90844128 117246904 107869186 1056283 1637913 38635891 38017210 21239502 18982908 17396389 19034302 X To strengthen Florida's share of the global travel market with the goal of maximizing the economic impact of travel and tourism to Florida with the objective of $100 billion in tourism-related spent by 2020. false false Advertising - VISIT FLORIDA conducts multi-channel marketing initiatives to reach potential visitors and drive visitation from travelers all across the United States and Internationally. These initiatives are mainly integrated marketing campaigns that consist of advertising, public relations, content development and distribution, sponsorship, digital marketing, and social media. Advertising Impact: Tourism was responsible for welcoming 112.8 million visitors in 2016, which makes the industry one of the leading tax revenue and jobs producers in Florida. Based on the latest economic impact study, Florida visitors spent $108.8 billion, generating $11.3 billion in state and local taxes and supporting 1.4 million Florida jobs. Visitors spend an average of $300 million per day in Florida. Every 76 visitors to the state supports one tourism job. VISIT FLORIDA has significantly contributed to the continued increase in visitor spending, tax revenue and job creation. From 2010 to 2015, total investment in Florida travel promotion increased by $43.3 million and visitor spending increased by $30 billion, a 39 percent increase. From 2010 to 2015, private investment in VISIT FLORIDAs total budget by more than 12,000 industry businesses increased by $81.4 million. For every $1 the state invests in VISIT FLORIDA, $3.20 in tax revenue is returned. In 2015, 46.4 percent of visitors were significantly influenced by VISIT FLORIDA marketing efforts (up 9.5 percentage points since 2010). Cooperative Promotional Programs - VISIT FLORIDA assists interested parties in organizing Florida promotional packages. In return for VISIT FLORIDAs assistance, VISIT FLORIDA and other participants receive complimentary advertising in various print, television, digital, and radio media used in promoting the package. Trade Shows - VISIT FLORIDA hosts the annual Governors Conference on Tourism. The conference outlines the marketing plan, provides educational speakers, vendors, and networking opportunities. VF Hosts Florida Encounter, an appointment-based show where meeting professionals meet with Florida suppliers. VF hosts Florida Huddle, an appointment-based show where tour operators from across the state meet with domestic and international buyers. In addition to these VF owned trade shows, the Marketing and Events department works closely with key travel agents, tour operators, and meeting professionals to keep Florida in the destination forefront. They also organize educational seminars, reservation training, familiarization tours, trade shows, and consumer shows and invite the Florida Industry to participate in these events to create a larger Florida presence. false true false true false false false false false true false false false false true true false false true true true false false false false false true false true false false false false false true false false false false false false false false true 250 0 147 true true true false false false false false X 30 30 false false false false false true true true true false false false true true true true true true true false X X SHANNA PACE 8504885607 2540 W EXECUTIVE CENTER CIRSTE 20 TALLAHASSEE FL 32301 Andrew Hertz Immediate Past Chairman 1.0 0.0 X X 0 0 0 Toni Caracciolo Director (1/29/16-8/3/16) 1.0 0.0 X 0 0 0 Bill Lupfer Director 1.0 0.0 X 0 0 0 Bobby Cornwell Director 1.0 0.0 X 0 0 0 Carol Dover Chair of Public Affairs 1.0 0.0 X 0 0 0 Christine Duffy Director 1.0 0.0 X 0 0 0 Dana Williams Director 1.0 0.0 X 0 0 0 Danny Gaekwad Chair of Audit Committee 1.0 0.0 X 0 0 0 David Reese director 1.0 0.0 X 0 0 0 Ian Carter Director 1.0 0.0 X 0 0 0 Jeff Castner Director (7/1/14-5/10/16) 1.0 0.0 X 0 0 0 Jetse Pottinga Director 1.0 0.0 X 0 0 0 John Tomlin Chairman 1.0 0.0 X X 0 0 0 Lino Maldonado Secretary 1.0 0.0 X X 0 0 0 Malinda Horton Chair of Industry Relations 1.0 0.0 X 0 0 0 Robert Skrob director 1.0 0.0 X 0 0 0 Bill Hayden Director 1.0 0.0 X 0 0 0 Samantha Padgett Director (1/29/16-PRESENT) 1.0 0.0 X 0 0 0 Thom Stork Director 1.0 0.0 X 0 0 0 Terry Prather Chair of Ind. Relations/SVC 1.0 0.0 X 0 0 0 Roy Ritenour director 1.0 0.0 X 0 0 0 Maryann Ferenc Second Vice Chair/Treasurer 1.0 0.0 X X 0 0 0 Rick McAllister Director (7/1/14-12/31/15) 1.0 0.0 X 0 0 0 WILLIAM TALBERT III Vice Chair 1.0 0.0 X X 0 0 0 LUANNE LENBERG director 1.0 0.0 X 0 0 0 patrick murphy DIRECTOR 1.0 0.0 X 0 0 0 Sharon Siskie Chair of Marketing Council 1.0 0.0 X 0 0 0 Becky Bragg Director 1.0 0.0 X 0 0 0 Bill Waichulis Director 1.0 0.0 X 0 0 0 T Gene Prescott Director 1.0 0.0 X 0 0 0 Therrin Protze Director 1.0 0.0 X 0 0 0 Virginia Haley Director 1.0 0.0 X 0 0 0 Dan Rowe Director 1.0 0.0 X 0 0 0 EVANGELINE Fields CFO/COO 40.0 0.0 X 278857 0 16691 William Seccombe President/ CEO 40.0 0.0 X 375735 0 38985 Susannah Costello VP Brand 40.0 0.0 X 194651 0 20937 David Dodd VP Visitor Services 40.0 0.0 X 139766 0 30893 Paul Phipps CMO 40.0 0.0 X 264082 0 31718 Marlene Squires-Swanson Director of Global Advertising 40.0 0.0 X 148700 0 31399 Alfredo Gonzalez VP Global Meetings & travel 40.0 0.0 X 167931 0 23582 1569722 0 194205 9 false true false BRAND USA 1725 EYE STREET NW STE 800 WASHINGTON DC 20006 advertising services 5709700 SapientNitro 605 Lincoln Road Ste 700 MIAMI BEACH FL 33139 Advertising services 14418054 The Zimmerman Agency 1821 Miccosukee Commons Drive TALLAHASSEE FL 32308 marketing services 1871743 mph inc 24334 Blazing Star Court PLAINFIELD IL 60585 Advertising Services 1834400 MAT MEDIA LLC 201 S Monroe Street 201 TALLAHASSEE FL 323011848 Marketing Services 3424641 109 X 76000000 76000000 MEMBERSHIP DUES AND ASSESSMENTS 900099 2235794 2235794 COOP. ADVERTISING 900099 21455749 21455749 TRADE SHOWS/EVENTS 900099 3661767 3661767 WELCOME CENTER 900099 474007 474007 ADVERTISING REIMB. 900099 4493050 4493050 895372 238437 656935 33215739 42492 42492 0 0 0 0 0 0 0 0 0 OTHER OPERATING REVENUE 57095 57095 CITRUS JUICE REVENUE 191773 191773 248868 109507099 32807672 656935 42492 113641 0 4230646 0 726119 0 9197692 425848 1678854 652258 0 149694 45685 0 0 0 3358913 72115412 1373521 4177002 0 547616 3247628 0 2124164 0 0 1091918 180646 TOURISM RESEARCH 1100870 FULFILLMENT 564762 DUES & SUBSCRIPTIONS 233927 CITRUS JUICE 191773 340597 107869186 200 200 24288946 24207340 0 0 10178519 8635721 0 0 0 0 0 0 0 0 2174784 2085171 7220357 4491579 1453442 2728778 0 0 0 0 0 0 540000 360000 0 0 38635891 38017210 20033393 17743192 0 0 1206109 1239716 0 0 0 0 0 0 0 0 0 0 0 0 21239502 18982908 X 13238092 13686213 4158297 5348089 0 0 17396389 19034302 38635891 38017210 1637913 X false true X true true true RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED false false false 2235794 54049 0 54049 0 54049 396666 266185 130481 1369890 1142691 227199 5453801 3082703 2371098 2728778 0 0 X 109507099 109507099 109507099 107869186 107869186 107869186 Part X, Line 2 WITH FEW EXCEPTIONS, THE CORPORATION IS NO LONGER SUBJECT TO EXAMINATIONS BY MAJOR TAX JURISDICTIONS FOR YEARS ENDED JUNE 30, 2012 AND PRIOR. true East Asia and the Pacific 2 Program Services Represent visit FL 885396 North America 1 Program Services represent visit FL 237767 Europe (Including Iceland and Greenland) 1 Program Services Represent Visit FL 2090493 South America 1 Program Services represent Visit FL 813790 5 5 4027446 4027446 North America Media 365628 ACH East Asia and the Pacific PR Contractor 496023 ach Europe (Including Iceland and Greenland) PR Contractor 960232 ach South Asia PR Contractor 180315 ach Europe (Including Iceland and Greenland) PR Contractor 35902 ach Europe (Including Iceland and Greenland) PR Contractor 1548699 ach South America PR Contractor 527635 ach South America PR Contractor 37152 ach South America PR CONTRACTOR 38232 ACH Europe (Including Iceland and Greenland) PR Contractor 15574 ach Europe (Including Iceland and Greenland) PR Contractor 12554 ach Europe (Including Iceland and Greenland) PR Contractor 7500 ach South America PR Contractor 5200 ach 87 false false false false false false true GREATER MIAMI CVB 701 BRICKWELL AVE STE 2700 MIAMI FL 33131 592383735 501(c)(6) 19000 Tourism support Brevard Cultural Alliance 2725 Judge Fran Jaieson Way Viera FL 32940 510179099 501(c)(3) 8328 Tourism Support City of Apalachicola 1 Avenue East Apalachicola FL 32320 596000264 municipality 7500 Tourism Support Forgotten Coast Cultural Coalition PO Box 3 Port St Joe FL 32456 263458966 501(c)(3) 12500 Tourism Support Franklin County Tourist Development Council 731 US Highway 98 Eastpoint FL 32328 596000612 GOVERNMENT 7500 Tourism Support Paddle Florida Inc PO Box 5953 Gainesville FL 32627 274628150 501(c)(3) 7000 Tourism Support City of Pompano Beach 100 W Atlantic Pompano Beach FL 33060 596000411 GOVERNMENT 7331 Tourism Support Columbia County Board of Commissioners PO Box 1847 Lake City FL 32056 596000564 GOVERNMENT 7500 Tourism Support Englewood Florida Chamber of Commerce Inc 601 S Indiana Ave Englewood FL 34223 590876627 501(c)(3) 7500 Tourism Support Florida Powerboat Club 1214 SW 6th Street Pompano Beach FL 33069 650425176 For Profit 29783 Tourism Support Highlands Art League Inc 351 W Center Ave Sebring FL 33870 591211648 501(c)(3) 8122 Tourism Support Historic Apalachicola Main Street 1 Avenue East Apalachicola FL 32320 455047458 501(c)(3) 12500 Tourism Support Samuel P Harn Museum of Art 1938 W University Ave Gainesville FL 32603 590974739 GOVERNMENT 10000 Tourism Support Spady Cultural Heritage Museum of Art 170 NW 5th Avenue Delray Beach FL 33444 650687303 501(c)(3) 10000 Tourism Support Venice Mainstreet Inc 101 W Venice Ave ste 23 Venice FL 34285 592815346 501(c)(3) 9758 Tourism Support Visit Perdido Key 15500 Perdido Key Drive Pensacola FL 32507 592993049 GOVERNMENT 10000 Tourism Support 14 2 Schedule I, Part I Line 2 Organization's procedures for monitoring the use of grant funds in the United States: All grants require an application form along with a detailed proposal. Visit Florida has developed a comprehensive selection criteria and requirements for reimbursement. Grants are not paid until all requirements for reimbursement are met. X X true true X X X false true false EVANGELINE Fields CFO/COO 234647 0 44210 0 0 0 16082 0 609 0 295548 0 0 0 William Seccombe President/ CEO 290943 0 84792 0 0 0 16782 0 22203 0 414720 0 0 0 Susannah Costello VP Brand 168840 0 25811 0 0 0 11073 0 9864 0 215588 0 0 0 David Dodd VP Visitor Services 119880 0 19886 0 0 0 8837 0 22056 0 170659 0 0 0 Paul Phipps CMO 221402 0 42680 0 0 0 15813 0 15905 0 295800 0 0 0 Marlene Squires-Swanson Director of Global Advertising 135076 0 13624 0 0 0 9196 0 22203 0 180099 0 0 0 Alfredo Gonzalez VP Global Meetings & travel 154731 0 13200 0 0 0 10231 0 13351 0 191513 0 0 0 Part I: Questions regarding compensation Line 1A First Class Travel It is not our policy for employees to travel via first class airfare. However, exceptions have been made due to extenuating circumstances. Social & Health Club dues William Seccombe: $3,442 Paul Phipps: $1,320 Health club dues are included in the individual's compensation. The social club dues are paid to have access to meeting space. Line 4b In January a 457(f)plan was signed with William Seccombe. The payment for life insurance was $24,000. Carol Dover On Board of Directors 2061544 Direct appropriation false Part IV, Line 1 During the year ended June 30, 2016, VISIT FLORIDA was related to Florida Restaurant and Lodging association (FRLA) by virtue of FRLAs President/CEO being a member of VISIT FLORIDAs Board of Directors. There are contracts between VISIT FLORIDA and FRLA. The Partnership Agreement for FY15-16 is funded by a direct appropriation of $2,000,000 to VISIT FLORIDA from Floridas Hotel and Restaurant Trust Fund and requires a private match. The program is administered jointly by VISIT FLORIDA and FRLA. During FY15-16, $1,905,544 was expensed related to this agreement. The remaining $94,456 will be spent in FY16-17. In addition, VISIT FLORIDA has a Sponsorship Agreement totaling $150,000 with FRLA for several of their programs throughout the year. VISIT FLORIDA also maintained an agreement in the amount of $6,000 with FRLA related to public relations and communications on behalf of The Partnership of Floridas Tourism. Part VI: Government, Management, and Disclosure SECTION A LINE 4D Weblisting Affiliate platform for tourism-related businesses. As of June 30, 2016, Visit Florida had 9,668 weblisting affiliates and 2,509 fully engaged members (partners) for a total of 12,177 tourism businesses being served by Visit FL. LINE 7A The board of directors is composed of 30 tourism-related members appointed by Enterprise Florida, Inc. in conjunction with the State of Florida Department of Economic Opportunity. Line 7b Visit Florida (VF) was created by and operates in accordance with Florida Statue 288.1226. VF provides reports to Enterprise Florida, Inc. (EFI). The office of EFI annualy certifies whether VF is operating in a manner consistent with the policies. Section B, Line 11A After review by VISIT FLORIDAs (VF) Accounting Management (as prepared by an independent CPA), a copy of the 990 and accompanying schedules are given to the audit committee for review. After the committees review the Form 990 and accompanying schedules are filed by the independent CPA with the Internal Revenue Service Center and the committee reports their review to VISIT FLORIDAs Board of Directors. LINE 12C VISIT FLORIDA (VF), as a part of its Corporate Code of Ethics and Standards of Conduct Policy, has a conflict of interest statement. Each year, the board members reaffirm, via electronic signature, their obligations under the adopted policy. In addition, the board members annually disclose any transactions on behalf of themselves, their principal, their principals corporate parent(s), or their principals subsidiaries related to VFs private match requirement. In addition, VFs policies and procedures related to selecting a goods or service providers outlines that all transactions should be conducted at arms length and management should refrain from contracting or acquiring goods or services from family members that will report or seek direction directly from them or a department manager that reports to them. Line 15 Compensation for the CEO is recommended by the Executive Committee of the Board of Directors and is forwarded to the Board for approval. The committee writes the contract for the CEO and determines the compensation package. Every year, the package is reviewed to determine if an increase is to be given to the CEO as well as to evaluate the CEO's performance for the past year to decide if he has earned any or all of his incentive pay. Compensation for all other employees including the Chief Financial Officer, Chief Marketing Officer and other key employees is determined by a salary survey that is conducted by an independent contractor every THREE years and is updated by the independent contractor annually for Florida industry average increases within each position's salary range. In addition, all employees receive an annual performance review. Salary increases are determined by the performance review and where the employee falls in their position's salary range. Merit increases to salaries were last given in August 2015. The last salary survey was conducted in 2014. Section C, line 19 VISIT FLORIDA's governing documents, conflict of interest policy, and financial statements for the three most recent years are made available to the public upon request. The most recent audit, Form 990 and accompanying schedules, and form 990T are available on the organization's website. The financial statements are provided to the finance committee and board at the board meetings. The financials are discussed in detail at the finance committee meeting and in summary during the board meeting, which are both open to the public.