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Visit Pasco

Pasco looks to become sports tourism destination

November 14, 2018 By Kevin Weiss

Pasco County is putting its sports and recreation offerings front and center, in a strategy aimed at boosting tourism.

Visit Pasco — the county’s tourism arm — is rebranding its slogan to “Florida’s Sports Coast.”

The announcement came at the second annual East Pasco Economic Development Summit.

Adam Thomas, who oversees Pasco’s tourism efforts, said the new moniker shows the county is “charging ahead to becoming that premier sports destination in Florida.”

“We’re in the memory-making business. We want to tell our story, especially with our sports assets and really get that message out there to really get that return on investment,” Thomas explained at the Nov. 2 event held at Pasco-Hernando State College’s Porter Campus at Wiregrass Ranch.

The second annual East Pasco Economic Development Summit focused on the county’s sports tourism efforts. Speakers pictured here are, from left: Gordie Zimmerman, Florida Hospital Center Ice general manager; Richard Blalock, RADD Sports chief executive officer; Pat Ciaccio, Saddlebrook Resort general manager; Jason Aughey, Tampa Bay Sports Commission senior director; and, Adam Thomas, Pasco County tourism director. (Kevin Weiss)

The brand launch and marketing campaign for “Florida’s Sports Coast” will begin in January, Thomas said.

Previous Pasco tourism promotions featured the slogans “It’s only natural” and “Open spaces, vibrant places” — referring to the county’s ecotourism offerings.

“The logo and name is just a logo and a name, but the strategy behind it is really going to create that sense of place and that sense of destination for Pasco County as the Florida sports coast,” Thomas explained.

The new branding coincides with a number of new multipurpose sports facilities that have opened or will open soon.

Florida Hospital Center Ice in Wesley Chapel, for instance, opened in early 2017 as the largest hockey complex in the southeastern United States.

It drew national attention this past year when it played host to the gold medal-winning 2018 U.S. Olympic Women’s Ice Hockey Team. It’s also the training grounds of other Olympians, such as French pair skaters Vanessa James and Morgan Cipres.

The Wiregrass Ranch Sports Complex is next in line become a major draw once it opens in late 2019.

The $44 million, 98,000-square-foot facility will feature eight basketball courts, 16 volleyball courts, a cheer and dance studio, a fitness center, and sports medicine and athletic training offerings.

The complex, which broke ground in June, also will be able to host other sporting events and recreational activities, such as martial arts, wrestling, gymnastics, curling, badminton, indoor soccer, and lacrosse and pickleball.

Other facilities on tap include the Sarah Vande Berg Tennis Center in Zephyrhills and the Christopher N. Chiles Aquatic Center in Land O’ Lakes.

Meanwhile, the Saddlebrook Resort in Wesley Chapel has been a world-renowned golf and tennis mainstay since the 1980s.

Beyond those offerings, Pasco’s various outdoor recreational features will also fall under the Florida’s Sports Coast branding, Thomas noted.

The county’s inshore and offshore fishing offerings, as well as its network of hiking, biking and walking trails, create what Thomas labeled as “742 square miles of destination.”

In addition to the branding announcement, the economic summit also featured a series of panel discussions with stakeholders on the economic impact and opportunities that lie within the sports tourism industry.

Jason Aughey, senior director for the Tampa Bay Sports Commission, praised the county’s ongoing sports tourism efforts.

“Pasco County, in and of itself, is growing exponentially and gaining quite a bit of attention throughout the sports tourism industry,” he said. “I think the sky is really the limit.

“I’d be extremely bullish on what’s going on here; things are only going to get better,” Aughey added, while underscoring the economic benefit of sports tourism on the whole — particularly in the youth and amateur arena.

“Sports is very recession-proof in the sense that parents aren’t going to put away their child’s experience and/or potential opportunity for future scholarships. Same thing with discretionary spending as it pertains to adult seniors as far as the overall experience. Regardless of what’s happening in the economy, sports is going to continue to pull through,” he said.

Richard Blalock, chief executive officer of RADD Sports, the company that will manage the Wiregrass Ranch Sports Complex, also is upbeat about the Pasco’s sports tourism initiatives.

“The county’s moving in an awesome direction with their rebranding and the resources that they’ve put in,” Blalock said.

He noted the county’s efforts to serve a broad range of mid-sized indoor and outdoor sporting events year-round will further a stronghold on sports tourism.

The economic impact is year-round, and is not seasonal in nature, Blalock said.

Other speakers at the summit included Gordie Zimmerman, Florida Hospital Center Ice general manager; Pat Ciaccio, Saddlebrook Resort general manager; Carolynn Smith, 7 Marketing PR chief executive officer; Pasco County Commissioner Mike Moore; Pasco County Administrator Dan Biles;  Dr. Stanley Giannet, of Pasco-Hernando State College; and, Dr. Keiva Wiley, Pasco County Schools director of Career and Technical Education.

The event was jointly presented by the North Tampa Bay Chamber of Commerce and Pasco-Hernando State College.

Revised November 15, 2018

Pasco’s tourism director wants to take a new approach

November 15, 2017 By Kevin Weiss

Adam Thomas envisions Pasco County becoming one of Florida’s “must-see” tourism destinations.

Aside from mostly pleasant weather, the county lays its claim to bountiful ecotourism, miles of bike trails, premier multipurpose sports facilities — as well as beaches and resorts.

“We have a lot of opportunities,” said Thomas, who is Pasco’s newest tourism director.

“Our destination is really primed for success in the future, and ready for success now. We have a lot of key attractions and key different segments in tourism right here…”

Thomas, 38, started his $82,000-a-year job in September.

New Pasco County tourism director Adam Thomas shared his vision during a Nov. 8 luncheon hosted by The Greater Wesley Chapel Chamber of Commerce. He began the job in September. (Kevin Weiss)

He shared his vision for Pasco County’s Office of Tourism Development — which is known as Visit Pasco — during a Nov. 8 luncheon hosted by The Greater Wesley Chapel Chamber of Commerce.

He expressed confidence in the county’s tourism offerings, but he said the county’s current strategy “lacks an identity.”

“Not one person can identify what our brand is, as a tourism destination,” Thomas told chamber members and county stakeholders gathered at the Fox Hollow Golf Club.

Thomas needs to develop a brand strategy that highlights the county’s assets and create a business model that attracts not just locals, but also resonates with people “50 miles and beyond.”

He noted he has considerable work to do to attract visitors that will produce economic impact over the course of the year.

Most recently, Thomas served as director of the Citrus County Visitor’s Bureau, since 2013. Before that, he was a minor league baseball player, a career that spanned more than a decade, and took him to three continents and countless cities across the United States.

Thomas replaced Doug Traub, who left after just three months on the job as the county’s first tourism director. Traub arrived in Pasco from Lake Havasu, Arizona, where he was the chief executive officer of the visitor and tourism bureau.

Pasco County previously had a tourism manager position, but the director’s job expands on those duties to handle long-range strategic goals.

In Citrus County, Thomas said tourism generated $11.7 million in sales taxes in 2016, ultimately saving each county household about $197 on taxes that year.

“Something that I love about our industry is that it’s no tax burden on the citizens in their household, but it’s providing economic sustainability,” Thomas said.

Duplicating results for Pasco, he said, starts with auditing each event and festival coordinated by his office — to determine whether or not they drive hotel room nights and create an economic impact that “brings the highest yield of investment.”

Thomas noted Visit Pasco last year spent $285,000 on local events and festivals, and $160,000 on tourism advertising initiatives.

He questioned whether those local events — such as the Pasco County Fair in Dade City and the Chasco Fiesta in New Port Richey — actually entice tourists and nonresidents.

“On an annual basis, we’re spending more money on local events and festivals than we actually do marketing the destination,” he said. “We have to take a look at the bigger picture.”

The tourism director also panned the economic model for the Dick’s Sporting Good Tournament of Champions in Wesley Chapel, a youth lacrosse showcase that draws more than 50 teams from more than a dozen states, as well as Canada. The three-day event has been held in the county each year since 2008.

Thomas pointed out the county spent a combined $694,000 on the three-day event over the last seven years alone.

“That’s a $94,000 (annual) bill for us, with 80 percent of the rooms going to Tampa. Is that a good business decision?” he asked.

“It’s really not all about heads and beds. It’s about getting the right event or the right audience in our destination to create the highest economic impact and the highest visitor expenditure. That’s going to offset costs, again, to the local community in the sales tax,” he said.

He also detailed some of his long-term ideas.

He said he wants to lure more small conferences and trade associations — with various incentive packages — to places such as Saddlebrook Resort & Spa and the forthcoming Wiregrass Sports Complex, both of which offer thousands of square feet of meeting space, along with numerous recreation opportunities.

“These are small, little initiatives that can really make an impact to the entire community,” Thomas said.

He also wants to popularize scallop harvesting in west Pasco, with the approval of the Florida Fish and Wildlife Conservation Commission. Scalloping was a draw for traveling families in Citrus County between June and September, he said.

Drawing other profitable sporting events and fishing tournaments are definite possibilities, too.

Elsewhere, Thomas wants to furnish interactive kiosks and mobile video displays to promote the county at events and trade shows. He noted other communities have introduced digital billboards, videos and virtual reality to portray their respective various tourist attractions.

“There’s a lot of things our office hasn’t been doing in the past that we need to be doing moving forward,” he said. “We’re behind the eight-ball a little bit…”

Meanwhile, Thomas plans to completely rebrand “Visit Pasco” during the next several months.

He plans to have a consulting firm in place by January to help with new branding, as well as marketing efforts.

The process could take anywhere from six months to eight months, he said.

“We first have to identify who our target audience is…and we have to do that through a brand and research strategy where a firm comes in and works directly with our events holders, our properties, to actually find out who’s coming here and why,” he explained.

“We have some really key attractions, but it’s all going to be a part of the brand umbrella,” Thomas said.

Whatever slogan is selected, Thomas wants Pasco to identify as an entirely separate entity from Tampa — not merely an extension of it.

“We want to pull ourselves away from Tampa,” he said, “and the only way we’re going to be able to do that is with the brand strategy to be a standalone competing destination for it.

“We don’t want to be a room night, a day trip from Tampa into Pasco. We don’t want to be a bedroom community to Tampa,” Thomas said.

Thomas and his staff of two will have a budget based on the recent doubling of Pasco’s tourism tax, to 4 percent from 2 percent.

The surcharge on overnight hotel stays and other short-term rentals had remained at 2 percent for 26 years, until August.

Pasco officials estimate the additional 2 percent tourism tax will generate an additional $1.2 million in fiscal 2018, which began Oct. 11.

Published November 15, 2017

Nudist tourism needs more exposure

February 22, 2017 By Kathy Steele

Pasco County is the nudist capital of Florida.

The state of Florida is the nudist capital of North America.

But, the clothing-optional lifestyle is an often overlooked tourism market that contributes $7.4 billion to the state’s economy annually, according to a report from the American Association of Nudist Recreation.

Monique Liliensiek, center, filmed a German documentary, ‘World of Nudism,’ at Lake Como Resort in 2014.
(File)

The association wants to put the spotlight on missed economic opportunities across the state, and in Pasco.

How about nudist days at Pasco’s beach parks? Should there be nudist beaches at Sand Island and Anclote Island, or at an undeveloped lake at SunWest Park?

Starkey Wilderness might yield opportunities for nude recreation activities, too.

Those were some of the ideas included in the AANR report, which was compiled by John Heather, a consultant for the organization and an instructor of international tourism & hospitality management at Saint Leo University.

Heather was guest speaker at the Feb. 14 general meeting of the Central Pasco Chamber of Commerce.

Pasco could be a role model on how to build on the existing economic base of nudist recreation, Heather said.

“We don’t have the beaches of Clearwater or the vibrant culture of downtown St. Petersburg,” Heather said. “But, we are so fortunate to be on major (highway) arteries. A lot of these resorts are in rural areas. They are something to make your place unique.”

Pasco’s history with the nudist lifestyle began decades ago, with resorts, social clubs and residential communities. Lake Como Resort, for instance, celebrated its 75th anniversary in 2016.

Other locations for vacations and permanent residency are Caliente Resort & Spa and Lake Paradise Resort. The Oasis is a gated, upscale subdivision described as a hybrid nudist community.

Nudist communities and resorts are spread across the state.

According to the AANR report there are:

  • 34 nudist resorts, including eight in Pasco County
  • 30 naturist social clubs
  • 5,100 nudist resort rooms available
  • 2 million nudist room nights sold in 2016
  • 22 million visitor nights
  • Visitors on average stay 10 nights, with a high percentage staying a month or more
  • $4.3 billion a year in direct spending by nudist visitors.

While the nudist population in Pasco is sometimes pegged at about 10,000, Heather said it’s difficult to pin down exact numbers.

Some visitors are “snowbirds” who stay during the winter; others are international visitors who might stay 10 days; some are day-trippers from nearby counties; and others are permanent residents, he said.

Pasco clearly is a star in the nudist firmament.

In 2014, a German documentary, “World of Nudism,” was filmed at Lake Como. A TLC reality television show, “Buy Naked,” features local real estate agent, Jackie Youngblood, as she finds and sells homes in Pasco for her nudist clients.

A Bare Dare 5K is an annual event at Caliente and is probably the largest naked runners’ race in North America.

Pasco County’s website has an online link, “Naked People Vacation Here,” at VisitPasco.net.

“They recognize that it is very important to our tourism tax here,” said Heather.

But, much more could be done to promote nudist tourism, he added.

Six new hotels are under construction or newly opened in Pasco, but Heather said they often focus on the business traveler. More resorts and tourist hotels are needed, he said.

Statewide, cruise lines are adding more clothing-optional vacations.

Currently, the only officially sanctioned nudist beach is in Miami, on the northern end of Haulover Beach.

But, nudists are quietly accepted at a few other locations including Playlinda, at the federally owned Cape Canaveral National Seashore.

The AANR report highlighted Haulover’s economic benefits to Miami.

About $988,000 in parking fees from nude beach visitors were collected at the north parking lot in 2015-2016.

The annual expenditures from nudist tourism is pegged at about $1 billion.

“The nude beach is packed with people,” Heather said.

Still, there is acknowledgement that nude beaches would be a challenge. “It could be a political back and forth,” Heather said.

But, the payoff could be significant, he said.

Pasco County set a record last year by earning nearly $1 million from tourist tax revenues.

Overall, tourism has grown in Florida from about $87 billion in 2011 to about $109 billion in 2016.

“Your return on investment is just too great,” he said.

Published February 22, 2017

 

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