The Laker/Lutz News

Serving Pasco since 1981/Serving Lutz since 1964

Adam Thomas

Pasco County raises tourist development tax

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Pasco County has increased its tourist development tax by 1%, making the new rate 5%.

The action came during the Pasco County Commission’s April 5 board meeting, on a 4-0 vote, with Commissioner Jack Mariano absent.

Adam Thomas, the director of tourism for Experience Florida’s Sports Coast, appeared before the commission to request the increase.

The tax is paid by visitors who stay in short-term lodging in the county, Thomas said.

Adam Thomas, director for Pasco County’s tourism brand, Experience Florida’s Sports Coast (File)

The proceeds are used to support tourism outreach efforts, which are coordinated through Experience Florida’s Sports Coast, Pasco’s Destination Management Organization (DMO).

Thomas reminded commissioners: “In 2019, you invested and supported our rebrand of Florida’s Sports Coast, and since then we’ve taken our market share to new heights, new levels that we previously did not reach.

“Since 2019, we’ve seen our visitor economy grow, with the current resources that we already have in place,” he said.

The tourism marketing group now wants to take Pasco County’s story to international market places, Thomas said. It is particularly interested in marketing to Europe, he said, noting the county attracts some European visitors.

Commissioner Mike Moore, who is the chairman of the Pasco Tourist Development Council, said that the council unanimously supported the proposed increase.

He said there were no real issues or questions from the council.

“It’s not our citizens here in Pasco County that pay this, it’s actually people who come and visit,” Moore said. “We’re the lowest (tourist development tax rate) in the area.”

“As we all know, Adam and his team have done an excellent job with the funds they’ve received so far.

“I haven’t had one person reach out and say anything negative about this. And, the hoteliers are onboard. And they’re the one who are going to have concerns, if they’re going to have concerns about it,” Moore said.

Pasco County’s 10-day bay scallop season in July could help boost tourism efforts in 2022.

Kathy Lambert, who lives in Dade City, did have objections.

She told the county board that she was there when they initiated the tourist development tax and she had objections then.

She said she’d like to see a county board that isn’t “going to keep digging into the taxpayer’s wallet,” whether those taxpayers are from Dade City, or coming from Washington D.C., to enjoy Pasco County.

Board chairwoman Kathryn Starkey, however, spoke in favor of the increase. “I have not had opposition from anyone in that industry. We heard not a peep.”

Moore agreed: “They actually welcomed it.”

Starkey replied: “It gets them more business.”

The Tourist Development Tax initially was authorized by the county on Sept. 5, 1990, as a 2% tax imposed on each whole and major fraction of each dollar of the total rental charge for overnight accommodations for a term of six months or less within the unincorporated areas of Pasco County.

Since then, the county increased it to 4% on Aug. 15, 2017.

The majority of the funds resulting from that increase are earmarked for debt service of the Wiregrass Ranch Sports Campus.

The tax applies to any living quarters or accommodations in any hotel, apartment hotel, motel, resort motel, apartment, apartment motel, rooming house, mobile home park, recreational vehicle park, or condominium for a term of six months or less

The authorization for the tax increase also spells out the types of expenditures allowed with the tax funds.

Published April 13, 2022

Pasco attracts 1.3 million visitors

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The numbers are in — and they’re looking good for Pasco County tourism.

While much of the country is still rebounding from the impacts of COVID-19, Pasco County set new records in the number of visitors it attracted and tourism’s impact on the local economy, according to a 104-page report delivered by Adam Thomas, tourism director Experience Florida’s Sports Coast, the county’s tourism arm.

A look at Gerry Austin and her tandem instructor as they soared through the clouds at Skydive City. (File)

Thomas shared the findings from the 2021 Economic Impact & Visitor Tracking Report, completed by Downs & St. Germain Research Inc., consultants on the county’s tourism efforts.

Thomas delivered the good news to the Pasco County Commission at its Feb. 8 meeting.

Perhaps the biggest news is Pasco’s record-shattering number of visitors, which the study put at 1,358,200 — compared to the previous high mark of 1 million, set in 2019.

“From right off the heels of a pandemic, we welcomed over 300,000 additional visitors,” Thomas said.

Those guests generated about 1.4 million room nights, 16.6% growth over fiscal year 2019.

The tourism impact report was based on 2,499 interviews completed with Pasco County visitors online and in-person at local attractions, parks, hotels and events, between Oct. 1, 2020 and Sept. 30, 2021.

The Sarah Vande Berg Tennis & Wellness Center in Zephyrhills is altering its membership pricing model for the coming year. (File)

The total economic impact was calculated based on direct spending by visitors, and indirect and induced impacts, such as increased business and household spending generated by tourism dollars.

Downs & St. Germain Research uses economic modeling to calculate the multiplier based on direct expenditure data collected from visitors to Pasco County, according to the report.

The multiplier used for Pasco County is 1.41.

Based on those calculations, the overall economic impact from tourism in Pasco County last year was $721 million.

Visitors spent an estimated $511 million on restaurants, gas, lodging, attractions and entertainment, up 10.6% from fiscal year 2019.

Directly and indirectly, there are more than 9,200 jobs in Pasco that support the tourism industry, and those jobs generate more than $231 million, Thomas said. That’s up (about) 38%, year-over-year from 2019, he added.

The report also breaks down why people are visiting Pasco, where visitors are coming from, and offers demographic information on those traveling here.

Here are some specifics:

Why they came:

  • 29% to visit friends and family
  • 16% to attend a sporting event, throughout Pasco
  • 11% for a getaway

Who came:

  • Typical travel parties consisted of 2.7 people.
  • One in three travel parties included someone under age 20.

Where they came from:

  • 64% of visitors came from five states: 46% from Florida; 4%, Georgia; 4%, Illinois; 4%, New York; and 4%, Ohio.

How they arrived

  • 85% drove; of those who didn’t, the vast majority flew through Tampa International Airport.

The economic impacts from tourism go beyond the businesses that serve tourists, such as hotels, restaurants and gas stations, Thomas said.

For instance, the tourism industry saves every Pasco household more than $385 a year in state and federal taxes, the tourism director said.

It also draws attention to Pasco County, and that can prompt visitors who own businesses to decide to set up a venture here, said Pasco County Commissioner Mike Moore, who chairs the Pasco County Tourist Development Council.

Thomas also noted that the county gets a good return on investment for its tourism marketing efforts.

For every dollar spent on marketing Pasco County, visitors spend $70, Thomas said.

“Our strategy is really focused on hitting the right visitor, at the right time, in the right medium — to get the ultimate return,” he said.

Pasco County Tourism, by the numbers
Economic impact
2021 $721,719,800, up 10.6% from 2019

Visitor spend
2021: $511,857,800, up 10.6% from 2019

Visitors attracted
2021: 1,358,200, up 30.8% from 2019

Room nights generated
2021: 1,419,000, up 16.6% from 2019

Jobs supported
2021: 9,254, up 17.6% from 2019

Wages and salaries generated
2021: $231,648,800, up 37.8% from 2019

Source: Florida’s Sports Coast, FY 2021 Economic Impact & Visitor Tracking Report (Downs & St. Germain Research)

Published February 16, 2022

If you build it, they will come

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For years, the site where Wiregrass Ranch Sports Campus is now thriving was the topic of —  well, conversation.

The birth of the event destination dates back to 2001, when a feasibility study identified Pasco County as a possible sports tourism hotspot.

Actual plans for the athletic center didn’t come together until 2015.

The Wiregrass Ranch Sports Campus of Pasco County sits on 80 acres of land in Wesley Chapel. Since opening, in 2020, it has attracted a wide array of national and regional tournaments. (Courtesy of Pasco County)

The facility broke ground in June 2018 and it opened in August 2020 — in the midst of a pandemic.

Rather than derailing the success of the sports destination, though, the facility managed to attract tournaments that had intended to go elsewhere but couldn’t because the place they intended to go was closed.

During the pandemic, staff with Florida’s Sports Coast — Pasco County’s tourism arm — also set the stage for future business by developing relationships with event planners.

Late last year, the Florida Sports Foundation named the Wiregrass Ranch Sports Campus in Wesley Chapel as Florida’s Small Market of the Year for its contributions to the state’s $57.4 billion sports industry.

The recognition didn’t exactly surprise Consuelo Sanchez, sports development and tourism manager of Florida’s Sports Coast.

After all, Sanchez said, efforts to promote the venue at national and international trade shows had been ongoing for years.

“Once it opened, in the middle of a pandemic, it exploded,” she said. “Everyone wanted to come here. All of these event organizers that we had been talking to for years, they wanted to come,” Sanchez said.

She attributes excellent customer service as a key ingredient for the facility’s success.

“Once, they came, they loved the venue, and moving forward, they want to keep hosting these events (here) on an annual basis,” Sanchez said.

The athletics campus is a public-private partnership between the county, which owns the land and facility, and RADD Sports, a private sports management company tasked with handling day-to-day programming, maintenance and operations.

The sports campus also was developed as part of a private-public partnership between the Pasco County Commission, the county’s tourism agency, and the Porter family, who donated the land.

When the Wiregrass Ranch Sports Campus isn’t booked for special events or tournaments, the court space can be used by local leagues and athletes. (Courtesy of Pasco County)

Designed for flexibility
The field house, which is the centerpiece of the campus, has two 35,500-square-foot multipurpose courts featuring eight drop-down basketball hoops and 16 volleyball nets.

It has a 5,000-square-foot indoor cheer zone.

The campus also has two full-size, outdoor multipurpose fields and will be getting five additional fields to wrap up phase one.

The facility can accommodate up to 17 different sports.

Already, it has attracted amateur events sanctioned by several national governing bodies, such as USA Volleyball, USA Gymnastics, Amateur Athletic Union (AAU) basketball, AAU volleyball, Florida High School Athletic Association (FHSAA), National Federation of State High School Associations (NFHS), Florida Senior Games, Special Olympics, and U.S. Club Soccer.

Recently, it finished the Christmas Invitational, which brought in 148 teams from around the country, said Adam Thomas, tourism director for Florida’s Sports Coast.

“These are top-level girls basketball players that are top recruits. We had eight of the top basketball teams from around the country, playing in our tournament at Wiregrass Ranch Sports Campus of Pasco County,” Thomas said.

Last June, the facility hosted the first ever Tampa Bay Pro Combine, which brought in Division I and Division II college players, eligible for the pro draft, to showcase their hoop skills.

It will be hosting its second rendition of that event in April, in which 51 or 52 players will compete in the combine.

Local benefits, too
Besides attracting tournaments and tourism dollars to the area, the cutting-edge facility offers significant advantages for local aspiring athletes.

There’s a separate cheer and dance studio at Wiregrass Ranch Sports Campus, in Wesley Chapel. (Courtesy of Pasco County)

Local leagues and players can take part in programming at the sports campus, when the facility is not booked for outside tournaments or special events.

“We have kids in Pasco County that participate in travel ball. They participate in travel ball for volleyball or basketball or gymnastics or soccer or whatever sport that we’re hosting at the sports campus,” Thomas said.

“Their level of experience now gets to increase because we’re bringing in better competition, from a national perspective. So, they can compete against top-level athletes,” he added.

Another plus? Local athletes can sleep in their own beds, eat meals at home and forego the expense of travel, he said.

The venue continues to expand its events and programming, and Florida Sport’s Coast staff now are working to secure bookings from 2023 through 2026.

Staff is eyeing one opportunity, in particular, which has great promise, the tourism director said.

“It’s a North American event,” Thomas said, adding he is not yet able to disclose specifics.

“It would be the first time that this event would ever be held in the Southeast Region of the United States,” Thomas said.

And what’s happened so far is just scratching the surface of possibilities for the sports campus.

Once the first phase wraps up, there will be a phase two and phase three.

Six-foot-11-inch Jordy Tshimanga, from Dayton University, goes up for a basket prior to the start of the slam dunk and 3-point shot competition.

How those phases will play out isn’t yet clear, so stay tuned.

Facility features

  • 98,000 square feet of indoor space
  • Two 35,500-square-foot gyms
  • Separate cheer/dance studio
  • Bio-cushioned hardwood floors
  • Multisport electronic scoreboards
  • 37-foot high ceilings
  • Can accommodate 16 volleyball games or eight full-court basketball games at once
  • Floors can be converted for sports such as pickleball (up to 16 courts), futsal (up to eight courts), and large-scale wrestling, mixed martial arts (MMA) or karate tournaments

Coming soon
Sampling of events coming soon to the Wiregrass Ranch Sports Campus:

  • Feb. 26 – Feb. 27: East Coast Cheer
  • March 5 – March 6: Mark Foster V-Ball
  • April 23 – April 24: RADD Volleyball Battle of the Bay
  • May 7 – May 8: RADD AAU Volleyball
  • June 25 – June 26: RADD Futsal
  • July 23 – July 24: SOH Elite Basketball

Published February 16, 2022

County allocates $100,000 for tourism website

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The Pasco County Commission has approved a $100,000 agreement with Madden Preprint Media LLC for a website redesign and redevelopment for the county’s destination management organization (DMO), known as Florida’s Sports Coast.

The bid was awarded as part of the board’s consent agenda, meaning it was part of a vote including several items, without board discussion or public comment.

The contract is for an amount not-to-exceed $100,000 in fiscal year 2022.

It is a one-year deal, but includes three one-year options to renew, upon mutual agreement, or unless it is canceled, according to the materials in the board’s Oct. 26 agenda.

During the bid process, 266 vendors received automatic email notices, including eight from Pasco County. Eighty-five manually searched for and downloaded the solicitation, three of which were from Pasco County. Four responses were received, none of which were from Pasco County.

The bids were evaluated by a committee made up of assistant county administrators Cathy Pearson and Erik Breitenbach; Adam Thomas, director of the county’s DMO; Louise Morgan, IT product manager, information technology; and Kolby Kucyk-Gayson, communications manager for the DMO.

Madden Preprint Media ranked the highest in the evaluation.

Published Nov. 24, 2021

Pasco wins prestigious tourism marketing honor

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From left: Cathy Pearson, Kathryn Starkey, Mike Moore, Adam Thomas, Ron Oakley, Christina Fitzpatrick, Jack Mariano and Dan Biles. Pearson is the assistant county administrator for public services, Thomas is the county’s tourism director and Biles is the Pasco County administrator. The others are members of the Pasco County Commission. (Courtesy of Ryan Hughes/Pasco County)

Pasco County’s Destination Management Organization, known as Florida’s Sports Coast, won a 2021 Flagler Award at the annual Florida Governor’s Conference on Tourism, held by Visit Florida. The honor came in the Resource/Promotional Material-Consumer category for development and marketing of the Sports Coast Pilsner with Escape Brewing.

In an appearance before the Pasco County Commission on Sept. 15, Adam Thomas, the county’s tourism director, expressed his gratitude to his department’s staff, the county board, the county’s executive team, the Tourist Development Council board, to Elizabeth Blair of the county attorney’s office and to Escape Brewing.

Thomas said all of them have played a role in the county’s tourism success.

Besides congratulating Thomas, in a separate agenda item, the county board approved an item that supports the county’s tourism efforts.

The board approved a request to amend the county’s consulting services agreement with Downs & St. Germain Research Inc., to extend the research firm’s services for another year. The contract is for $48,000 for fiscal year 2022.

Published October 13, 2021

Pasco County celebrates economic successes

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Despite unanticipated challenges of the COVID-19 crisis, Pasco County still had much to celebrate in terms of growth, tourism and economic development.

That was the primary theme of “TeamUp! Building a Strong Economy Together,” an event hosted by Experience Florida’s Sports Coast (FSC) and Pasco Economic Development Council — two marketing organizations charged with driving the success of the county’s economy.

The May 6 event was held at AdventHealth Center Ice in Wesley Chapel, with 175 socially distanced guests attending in person, and others taking part remotely.

Various awards were presented during the TeamUp! event. Congressman Gus Bilirakis, third from left, was the recipient of the Experience Florida’s Sports Coast Chairman’s Choice Awards, for his efforts in boosting tourism in the region and state of Florida. Also pictured, from left: Pasco EDC president/CEO Bill Cronin, Experience Florida’s Sports Coast tourism director Adam Thomas, and Pasco County Commissioner Mike Moore. (Courtesy of Experience Florida’s Sports Coast Office of Tourism Development)

The evening ceremony highlighted accomplishments of both marketing organizations,  corporate businesses, entrepreneurs, hoteliers, attraction partners and restaurateurs.

The idea for the special gala was spurred from a conversation between Pasco EDC president and CEO Bill Cronin and FSC tourism director Adam Thomas, regarding the economic struggles both corporate businesses and tourism industry partners had faced in the previous year because of COVID-19.

Blending the two brands, TeamUp! featured a figure skating showcase, networking hour, awards dinner and joint economic presentation fronted by Cronin and Thomas, along with other speakers.

Also, FSC and Pasco EDC screened their first collaborative video showcasing Pasco as an attractive place to live, work and play.

The six-minute video takes a bird’s eye and grounded tour around the county, stopping at popular destinations while delving into specific need-to-know information for those looking to relocate their businesses, travel to the destination, or host a conference or event in the area.

Recognizing excellence
Various awards were bestowed, as well, honoring those who have made a lasting impression on the county’s diverse and growing economy:

Experience Florida’s Sports Coast Awards

  • Chairman’s Choice Award: Congressman Gus Bilirakis
  • Lodging Partner of the Year: SpringHill Suites by Marriott Tampa-Suncoast Parkway
  • Tourism Legacy Award: Thomas Dempsey, founder of Saddlebrook Resort & Spa

Pasco EDC Awards

  • Leadership Award: Dr. Arthur Kirk Jr., president emeritus of Saint Leo University
  • Recruitment Project of the Year: Santander Consumer USA
  • Expansion Project of the Year: The Soule Co.

The evening concluded with a special keynote address by Mike Rayburn, who blended comedy, music and thought-provoking messaging — while sharing his story of going from playing guitar for seven people in a bar in Virginia to playing in Carnegie Hall.

New companies, new jobs
Speaking from a well-lit, lifted stage, Cronin detailed how area economic development efforts emerged strong even during 2020’s trials and tribulations.

This included welcoming $104 million in new capital investment and 15 new company projects adding more than 1,400 direct jobs.

In fact, Cronin said these figures yielded the private, nonprofit organization’s “best year so far, for investment and job creation in Pasco County.”

The Pasco EDC’s ongoing efforts required creativity and adaptations to get work done, given various limitations brought about by COVID-19, Cronin explained from the luminated dais.

“The pandemic pushed us all to find new methods to manage old routines,” he said.

“Economic development was no different, and I’m proud to say that our team at the Pasco EDC rose to the challenge and found innovative ways to bring new investment and new jobs to the county.

“Like so many other businesses, we turned to virtual platforms to accomplish things that we could no longer do in person. We hosted site visits, business workshops and special events, all virtually.”

Cronin highlighted other economic-related marks from the past year, including the opening of Pasco EDC’s third small business incubator location — SMARTstart Grove Entrepreneur Center in Wesley Chapel — designed to help entrepreneurs expand their business and turn ideas into realities.

Interestingly enough, desserts prepared for the event were concocted by a trio of SMARTstart restaurant entrepreneur members and alums — Lanky Lassie’s Shortbread in Dade City; Sweet Luminous Bakery in Dade City; and, Hillbilly Farms in Dade City.

Cronin also mentioned how the Pasco EDC partnered with Pasco County government to provide emergency relief to more than 1,200 small businesses struggling to meet the demands the pandemic placed on them.

“Despite the challenges that 2020 presented,” Cronin said, “we kept moving forward.”

Tourism on the rebound?
Likewise speaking to the sizable crowd, Thomas acknowledged Pasco’s tourism “took a hit” from the pandemic, and remains in recovery mode.

However, the county’s tourism brand leader presented a mostly upbeat outlook for 2021 — noting visitor numbers steadily increasing the second half of this year and beyond.

“After a year of strict restrictions, people are itching to get back on the road and back in the air,” said Thomas, also quick to point out tourism industry analysts reporting that nearly 80% of Americans are dreaming of or planning to travel this year.

Thomas added the CDC’s recent guidance indicating vaccinated individuals can now safely travel without risking their health brings “another encouraging sign from our tourism industry for the second half of this year.”

Though the pandemic put a dent into some of Pasco’s original grandiose tourism plans and projections for most of 2020, there were some wins from the prior year.

Among other entertainment venues, shopping and hotels coming online, Thomas in particular highlighted the opening of the Sarah Vande Berg Tennis and Wellness Center in Zephyrhills; AdventHealth Sports Arena at Wiregrass Ranch Sports Campus of Pasco County, in Wesley Chapel; and Widow Fletcher’s, a new waterfront restaurant in New Port Richey.

Thomas told the audience how FSC remained aggressive following the pandemic’s initial scare.

It was one of the first tourism agencies in the state to return to marketing after what Thomas labeled “a two-month industry blackout.”

The group ran an outdoor adventure-focused marketing digital campaign promoting the county’s 10-day summer scallop season along the Anclote River.

The campaign resulted in visitation growth of more than 60% and related economic impact, Thomas said.

Pasco, too, was one of Florida’s first to return to hosting sporting events amid the pandemic, Thomas said, with the TORHS 2Hot4Ice roller hockey national championships in July.

The event — with strict pandemic protocols in place — brought together 113 teams who played a staggered schedule over 10 days at AdventHealth Center Ice.

Thomas presented other encouraging tourism-related figures.

More than 25% of county visitors last year were first-timers who plan to return, he said.

Visitor spending was down compared to fiscal year 2019, but tourists still created more than a half-million dollars of economic impact to the county, saving every resident over $260 in their annual taxes, he said.

Though the FSC has mainly focused on youth and amateur sports and outdoor recreational offerings to attract visitation, Thomas indicated the agency next plans to branch into the business meeting marketplace.

The county in October will play host to the inaugural SMERF (Social, Military, Educational, Religious and Fraternal) Express conference — an overnight tourism-based trade show featuring social functions, community service, team building and one-on-one appointments between meeting planners and destination marketing organizations.

And, in January there will be a similar but sports-tourism focused conference called Sports Express-Indoor.

Thomas also discussed how FSC is building on in-state tourism drive markets of Orlando, Miami and Jacksonville, along with out-of-state drive markets of Atlanta and Raleigh-Durham.

The agency also is launching new promotions geared toward people in the New York, New Jersey and the Great Lakes region.

“When they’re ready to travel,” Thomas said, “we’re ready to welcome them.”

The speaker also touted the reach and impact of FSC, which has increased its staffing levels and has received national recognition in the tourism industry for its various campaigns and efforts.

Thomas said: “We focus on telling our community story — the experiences that make Pasco County the best destination in Florida, and the place we all love to call home, whether we’re fishing in the gulf, skydiving in Zephyrhills, or hiking in our nature parks, or playing hockey right here at AdventHealth Center Ice.”

Published June 02, 2021

Pasco County tourism decreased in 2020

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Tourism in Pasco County came back to earth in 2020 — following a record year the year before,  which saw the area surpass the million-visitor mark for its first time.

An informational presentation from Experience Florida’s Sports Coast — the county’s branded tourism arm — reveals some sobering facts and figures in a fiscal year impacted largely by the onset of the coronavirus pandemic.

Adam Thomas, director for Pasco County’s tourism brand, Experience Florida’s Sports Coast (File)

Pasco attracted 959,700 visitors in fiscal year 2020, down 7.6% from fiscal year 2019 when it drew 1,038,700 visitors, according to an analysis by Downs & St. Germain Research Inc., consultants to the county.

Other tourism economic impact indicators registered noticeable reductions across the board for the county when compared to the previous year:

  • Room nights generated — 1,069,849 (12.1% decrease)
  • Direct expenditures — $391,642,500 (15.3% decrease)
  • Total economic impact — $552,216,200 (15.3% decrease)
  • Jobs supported by tourism — 6,790 (13.7% decrease)
  • Wages paid by tourism — $149,461,500 (11.1% decrease)
  • Tourist Development Tax (bed tax) — $2,639,427 (13.2% decrease)
  • Taxes supported — $51,789,400 (14.8% decrease)

County tourism manager Adam Thomas shared these annual findings and other details during a Pasco County Commission meeting last month.

The 113-page visitor report shows that about one in four visitors to Pasco came to visit friends and family, while one in 10 visitors traveled to attend or participate in a sporting event.

The areas within the county attracting the most visitors were New Port Richey, Wesley Chapel, Port Richey and Lutz, according to the report.

Perceptions of Pasco based on coded, open-ended tourist responses generally found the area as a friendly and pleasant place, with tropical Florida weather, and lots to do.

In the way of visitor satisfaction, Pasco earned an 8.3 rating, out of a possible 10, as a place to visit or vacation in 2020, with 95% of respondents saying they plan to return to the county.

Pasco County’s tourism brand, Experience Florida’s Sports Coast, places an emphasis on its state-of-the-art athletics facilities and outdoor recreation opportunities. County visitation decreased 7.6% in 2020 from 2019, as a result of the COVID-19 pandemic.

About 85% of all visitors drove to Pasco in 2020, while 11% flew in through Tampa International Airport.

Florida made up the bulk of the county’s visitation, with 51% of all visits, followed by the rest of the Southeast (16%), then Northeast (12%) and Midwest (12%) regions of the country. Six percent of visitors were international, while 3% came in from the West.

Relatedly, 60% of all the visitors to Pasco were from 10 states.

Besides a majority of Florida-based visitors, roughly 5% of tourists came in from Georgia and New York. Smaller subsets were from Michigan, Illinois, North Carolina, Ohio, Pennsylvania, South Carolina, and Tennessee; top origin markets were Tampa Bay (29%), Orlando (6%), Atlanta (4%) and New York City (4%).

Another notable data point is that length of stays were shorter during the past year, according to the report.

A typical visitors length of stay in Pasco measured an average of 4.8 nights in 2020, down from 5.7 nights in 2019. The reduction is believed to be a result of the pandemic.

Despite reversing course in fiscal year 2020, Pasco’s tourism efforts have spearheaded in recent years, following a shift in philosophy to emphasize youth and amateur sports and recreation opportunities.

The Experience Florida’s Sports Coast branding efforts highlight the county’s growing list of modern athletics venues, including AdventHealth Center Ice, the Sarah Vande Berg Tennis & Wellness Center and the Wiregrass Sports Campus of Pasco County. Tourism efforts also showcase the county’s myriad outdoor activities that include golfing, saltwater fishing, skydiving and scalloping.

The county’s day-to-day tourism efforts are under the direction of Thomas, a former minor league baseball pitcher who led the Citrus County Visitor and Conventions Bureau before being hired to Pasco in September 2017.

Bullish on tourism future
Following the annual report presentation, county commissioners commended Thomas and his tourism staff for the work they’ve done of late, and expressed optimism of a rebound — figuring the depressed 2020 was a temporary setback and anomaly because of COVID-19.

Commissioner Mike Moore, who chairs the Pasco County Tourist Development Council, highlighted how the tourism agency achieved national recognition throughout the past year.

Pasco County’s 10-day bay scallop season in July could help boost tourism efforts in 2021.

Experience Florida’s Sports Coast won three Telly Awards, including gold, for its scalloping promotional video. The Telly Awards is recognized as the premier award honoring video and television across all screens. It received over 12,000 entries from all 50 states.

The tourism department also claimed two silver Flagler Awards in 2020 for its website design and meeting planner guide. The Flagler Awards serves to recognize outstanding tourism marketing in Florida.

Continuing on the positives, Moore pointed out bed tax collections actually increased in September 2020 compared to September 2019, despite the pandemic.

Moore gave Thomas kudos for “amazing, amazing work,” to lock in enough amateur and recreational sporting events to make that happen.

Others on the dais also voiced strong approval for Thomas and his tourism staff’s varied efforts.

“I don’t remember what it was like before, but since you’ve been here, it’s really been booming, even with COVID,” Commission Chairman Ron Oakley said of Thomas. “It’s a great team.”

Commissioner Jack Mariano noted Thomas was hired at an ideal time for the county almost four years ago, as projects like AdventHealth Center Ice and the Wiregrass Ranch Sports Campus of Pasco County were on the ramp-up.

Mariano also noted more tourism options on the county’s west side are taking shape, with seawall plans for Hudson Beach and improvements to SunWest Park — the latter of which could pave the way for some major sand volleyball and wakeboarding events in the future. “It’s going to be real exciting times coming forward,” Mariano said.

Commission Vice Chair Kathryn Starkey, too, acknowledged the staff of eight at Experience Florida’s Sports Coast has done a solid job.

As for what more can be done to make the county an attractive tourism destination, however,  Starkey turned to the county’s current slate of nature and parks offerings.

She referenced a point in the report’s visitor surveys that indicated those features generally fell below expectations. Moreover, about 43% of polled visitors desired more outdoor activities, despite the county boasting over 24 miles of coastline to the west, hilly terrain to the east, and more than 100,000 acres of wilderness to explore in between.

Upgrades in these arenas should be on the way, Starkey noted, thanks to a recently approved bond issue. “We haven’t had the money to make all of our parks as premier as we’d like them to be, but it’s coming,” she said.

Published February 17, 2021

Snow in Florida? This local theme park brings it

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The local forecast was a toasty 85 degrees and sunny — yet somehow there was snow and ice.

At Snowcat Ridge Alpine Snow Park, those contradictory climate conditions are the norm.

This is the main entrance to Snowcat Ridge Alpine Snow Park in Dade City. The 20-acre property is promoted as the first-ever snow park in Florida. The seasonal facility will generally be open between November and March each year. (Kevin Weiss)

Florida’s first-ever snow park is now open for business, at 27839 Saint Joe Road in Dade City.

The wintry theme park was officially unveiled during a grand opening and ribbon-cutting ceremony last month.

There are three main attractions on the 20-acre site.

The most prominent of them is called Snowy Slopes.

It’s a 60-foot-tall, 400-foot-long snow tubing hill featuring single, tandem and family-style snowtubing.

While the adrenaline-charged attraction doesn’t actually feature snow per se, there is a thin layer of ice spread along the 25-lane downhill slopes, where speeds can reach up to 25 mph.

A Florida-style Santa Claus, Tampa Bay Lightning’s Thunderbug and the Tampa Bay Rays’ Raymond all came out to the celebrate the opening of Florida’s first snow park. (Kelli Carmack)

And, it’s not a hike up the hill, as riders are transported to the top via a pair of moving walkway conveyor lifts.

Meanwhile, the ‘real’ — or more precisely ‘manmade’ — snow is found at the park’s Arctic Igloo attraction, a 10,000-square-foot enclosed circular space that is covered in snow, which is thick enough to build snowmen, and make snow angels and snowballs.

The 50-foot-tall rounded igloo also features a bunny slope for kids age 3 and younger.

And, just because you’re heading to this snow park in Florida — don’t forget to bring your jacket. Temperatures in the dome hover at 30 degrees Fahrenheit.

Situated between the steep slopes and snowy igloo is Alpine Village, an expansive concourse area that exhibits a line of local vendors offering an assortment of food, drinks, beer, wine, craft goods and holiday gift shopping.

Snowcat Ridge’s most prominent feature is its alpine snow slope. The 60-foot-tall, 400-foot-long snowtubing hill features single, tandem and family style tubing. While the adrenaline-charged attraction doesn’t actually feature snow per se, there is a thin layer of ice spread along the 25-lane downhill slopes. Tubing speeds can reach up to 25 mph. (Kelli Carmack)

The open walking space also features a campfire seating area — perfect for roasting s’mores and drinking hot cocoa — along tables and benches that offer a scenic view of the slopes. It takes on added importance in the evening hours, where a nighttime music and light show takes place atop the slopes.

Snowcat Ridge, which broke ground in March, has been in the making for some five years, according to Benjamin Nagengast, the park’s CEO.

The attraction sits on land adjacent to other popular attractions the Nagengast family operates: TreeHoppers Aerial Adventure and Scream-A-Geddon Horror Park.

Turning Snowcat Ridge from vision to reality took millions of dollars in investment and “a lot of engineering and research and feasibility,” Nagengast said. “A lot of folks didn’t think it was possible, (but) it is possible,” he said.

The looming question everyone asks: So, how do you make it snow in Florida?

“Two parts magic, one part water,” Nagengast quipped, when describing the snowmaking process.

A conveyor belt transports riders to the top of a 60-foot-tall, 400-foot-long snowtubing hill, known as Snowy Slopes. (Kelli Carmack)

He also joked that it would take a two-hour lecture to explain the process. Then, he said,  “suffice it to say that we use a lot of new technology to be able to do it, without using very much water at all, actually, and we’re able to keep the snow cold.”

Snowmaking machines and cooling systems are running throughout the park 24 hours a day.

Since work ramped up in early Spring, the project experienced various construction and equipment delays amid the coronavirus pandemic and tropical storm scares, Nagengast said.

The park recently endured a setback when Tropical Storm Eta blew through, knocking out the power.

The incident caused the park to “start from scratch” in producing snow, ice and other frozen materials, he said.

Snowcat Ridge CEO Benjamin Nagengast speaks at the theme park’s Nov. 20 ribbon-cutting and grand opening ceremony in Dade City. The Nagengast family also owns nearby TreeHoppers Aerial Adventure and Scream-A-Geddon Horror Park. (Kelli Carmack)

The park’s CEO put the journey toward getting to opening day into perspective: “There’s been a lot of different challenges in keeping our staff safe, and there’s been plenty of additional expenses, but I will say we’re very happy that Florida has taken a stance to make sure that people are safe, while still being able to get outside and enjoy facilities like this.”

Daily attendance will be capped at the park — with the aim of creating a more intimate, enjoyable experience for visitors and families, while at the same time adhering to COVID-19 health and safety protocols recommended by the Centers for Disease Control and Prevention.

“When you’re out here on Saturday, you will not see thousands of people,” Nagengast said. “We actually keep that number down to make sure that we give a top-notch experience to our customers and make sure they have a great time,” he said.

Initially, the park will prioritize serving locals, and then market to tourists visiting the region.

That strategy has worked with the family’s other attractions, the CEO said.

“We love tourists, but for us, we’ve always found that whenever we service that local population, then the tourists find out about us and they tour it as well,” Nagengast said.

Local tourism officials, meanwhile, are buzzing about the park’s potential to attract visitors to the county, the greater Tampa Bay area, and Central Florida as a whole.

Just beyond the Alpine Village shopping and dining area is the snow-filled Arctic Igloo, a 10,000-square-foot enclosed circular space covered in snow thick enough to build snowmen, and make snow angels and snowballs. Temperatures measure some 30 degrees Fahrenheit inside the 50-foot-tall dome. (Kelli Carmack)

Pasco County tourism director Adam Thomas was seen donning a thick scarf despite the warm conditions at the park reveal.

When the county last year rebranded it’s marketing destination as Florida’s Sports Coast, he joked, “We really weren’t anticipating to add snowtubing and snowball fights to our destination’s repertoire of activities.”

Thomas underscored his excitement: “What’s more unique than a mouse, a rollercoaster and a beach? A snow park in Florida, right? How amazing is that?”

VisitFlorida regional partnership manager Jen Carlisle was similarly enthusiastic about how Snowcat Ridge fits into the area’s tourism and visitor portfolio of attraction.

It is, she said, “a huge win for our tourism state and our tourism economy.”

“Florida is renowned for its beautiful weather and diverse array of destinations and attractions, and while we get to enjoy summertime all year round, with Snowcat Ridge we now have the best of winter right here at our fingertips in Florida’s Sports Coast,” Carlisle said.

The project, she added, “will surely enhance the unique Sunshine State vacation experience for all, and for many years to come.”

Snowcat Ridge is a winter snow park, giving visitors a chance to go snowtubing, engage in snowball fights, make snow angels and have other wintry fun.
Where: 27839 Saint Joe Road, Dade City
When: Operates daily, except Christmas, from around November through March
Park hours in December are 3 p.m. to 10 p.m., Sunday through Thursday; 3 p.m. to 11 p.m., on Friday and Saturday
Cost: Tickets start at $24.95.
Info: Visit snowcatridge.com, or call 813-576-1450.

Pasco’s branding effort wins big award

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Experience Florida’s Sports Coast — Pasco County’s brand for its tourism efforts — has received Sports ETA’s 2019 “Destination Branding & Marketing Campaign of the Year” for places with a population exceeding 500,000.

The award goes to the destination member “with the most outstanding comprehensive marketing campaign for its organization during the 2019 calendar year,” according to a news release from Sports ETA.

The effort can include “a variety of types of marketing: print ads, newsletters, email blasts, digital marketing, press releases, media coverage or any other promotional program. The campaign should promote the sports destination.”

To update its brand and increase awareness of itself as a destination, Pasco County rebranded itself as Experience Florida’s Sports Coast.

“The new name and campaign showcase not only sport tourism activities, but consumer experiences in the area. The campaign included a new innovative website, which gives viewers a look at the state-of-the-art facilities, winning attractions and experiences that can be enjoyed in Pasco County,” the release says.

Adam Thomas, tourism director at Experience Florida’s Sports Coast, reacted to the award this way: “We are extremely honored and grateful to even be included in the conversation for a branding and marketing award from Sports ETA.

“The Florida’s Sports Coast team has been working hard on promoting the destination and really creating that brand awareness in the marketplace for our visitors,” he said.

The 28th annual Sports ETA Symposium was cancelled earlier this year due to the COVID-19 pandemic. The 2019 award winners also will be recognized at next year’s Symposium from April 26 through April 29 in Birmingham, Alabama.

Published November 11, 2020

Discussion continues on Pasco BMX park

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A BMX and bicycle park may not happen anytime soon in Pasco County, but officials appear to be interested in seeing what can be done to bring the idea to life.

The Pasco County Commission heard a briefing on the concept at its Sept. 8 meeting.

Delaney Morrison, president of the nonprofit Ride Local Inc., outlined the vision for a new large-scale BMX (bicycle motocross) park, that she said would complement existing BMX parks in the region, would expand the area’s recreational offerings and would help to attract more tourists to Pasco County.

Shown here are riders at Tampa BMX in Lutz. A nonprofit organization called Ride Local Inc., is trying to bring a covered BMX track and other amenities to Pasco County. (File)

The idea is to partner with the county to construct a BMX track and bike park on a 23-acre tract situated of the intersection of State Road 54 and Gunn Highway in the Odessa/Trinity area. The land is presently owned by Pasco County Utilities.

Under the proposal, about 3 acres would be used for a BMX dirt race course made of various jumps and rollers.

That would mark the first stage of a larger, surrounding bike park that would include a pump track, skate park, mountain bike obstacle course, casual bike path and other features.

The proposal calls for having an open air, covered track.

“We think that this is super important here in Florida, given the heat and the rain that we have,” Delaney said.  “We really think that that roof will set us apart from just having another BMX track.”

She also noted there would be opportunities for recreational leagues and a beginner’s program for newcomers to the off-road racing sport. And, the facility would host large-scale competitive events sanctioned by USA BMX.

The open space also could be used for drone races, truck rallies, and Boy Scouts of America and All-Pro Dad meet-ups, among other activities, Morrison said.

Over the past year or so, Morrison and her team have had ongoing discussions with Pasco County Commissioner Kathryn Starkey and Keith Wiley, the county’s director of parks, recreation and natural resources.

“They came to me because of my background with cycling and biking,” said Starkey, who helped to Delaney’s group find the proposed site.

It’s an excellent location, Delaney noted, because it’s along the booming State Road 54 corridor, sits along the Tower Road extension and near a future high school, whose adjacent lot could be used for overflow parking for large events.

She also noted that it’s in the middle of some huge community developments, such as Asturia and Starkey Ranch, and others being built in the area.

Plus, she said, the location also pairs well with Tampa BMX and Oldsmar BMX, which is under construction — to attract regional and national tournaments.

Commissioners appear open to the idea, but money is the biggest hurdle.

Pasco County Commission Chairman Mike Moore, who also chairs the Tourist Development Council, said during a recent TDC meeting that the county might be able to support some type of land use or lease deal, but is not in the position to fund additional capital projects.

Moore reiterated the funding issue during the board’s Sept. 8 meeting. He said doesn’t want to give the group false hope.

But, Starkey said Delaney’s briefing was for information only, at this point.

She plans to work with Delaney’s group to explore various funding sources, including possible funding from the legislature and support from private sponsors.

Delaney said the Ride Local Inc., is looking into creative ideas, such as leveraging a corporate naming sponsorship or partnering with an electric company to install solar panels on the proposed covered roof to help offset costs.

Keith Wiley, the county’s director of parks, recreation and natural resources, said a bike park/BMX was listed as one of the highest unmet needs during workshops held to develop the county’s most recent master parks plan.

However, Wiley noted, that type of amenity was not included in the master plan and, thus, no money has been planned for that type of project.

Wiley said he likes the concept of a bike park, with a BMX track, a playground and open spaces because that would address diverse user groups.

Delaney noted BMX’s broad appeal.

“The biggest thing about BMX is that this is a family sport,” Delaney added.

“This is one of the few sports that you can do alongside your children, not just sitting on the sidelines watching them, or waiting for practice to be over.”

Adam Thomas, the county’s tourism director, said the proposed facility could help round out the county’s sports offerings.

“The TDC (Tourism Development Council) board is in full support of this. I am in full support of this,” Thomas told county commissioners.

“This is a great opportunity, for not only our citizens, but to really diversify our product as a Sports Coast, and as our destination of sports events. The economic impact is strong. The visitation is strong. You have a great partner here with Delaney. I think this is a great opportunity for us to move forward, but funding — obviously, everything comes down to funding.”

Published September 16, 2020