Visit St. Pete/Clearwater

Client: Visit St. Pete/Clearwater
Industry: Destination Marketing

Visit St. Pete/Clearwater is a department of Pinellas County Government and is the official tourism marketing and management organization for the St. Pete/Clearwater area. The organization works to enhance Pinellas County’s economy by increasing direct visitor expenditures and job development, training, and retention in the tourism industry.

Challenge: The COVID-19 pandemic dramatically impacted the economy, with arguably no industry being hit harder than the hospitality and tourism industry. As a new normal set in, the organization wanted to chart a path over the next 5 years for the future of Pinellas County’s tourism.

Solution: HCP Associates offered a comprehensive solution that incorporated several phases of the strategic planning process that included: initial departmental stakeholder meetings, community survey design planning, survey fielding, monitoring, analysis, reporting, and presenting, several community leadership stakeholders in hospitality, sports, film, arts, environmental, public administration, elected officials and external stakeholder media partners. The intent was to collect and summarize the current state of tourism across Pinellas County and develop a strategic plan that defined a series of primary objectives shared by all and synthesized into key performance indicators, which will be the basis for monitoring and reporting changes.

A crucial element of the strategic plan was fostering collaboration among Pinellas County’s 24 municipalities. This was essential to create a unified and robust tourism network, ensuring that every part of the county contributed to and benefited from tourism. The plan emphasized the need for strong interfaces between these municipalities to enhance the region’s overall appeal and manage resources effectively. By integrating diverse attractions and amenities, the plan aimed to offer a cohesive and attractive tourist experience.

Engaging the local community was another cornerstone of the strategy. Educating residents about the economic benefits of tourism was crucial to garnering support and fostering a welcoming environment for visitors. The plan included initiatives to raise awareness among locals about how tourism supports job creation, infrastructure improvements, and cultural enrichment. By involving the community, VSPC aimed to build a sense of shared responsibility and pride in Pinellas County’s tourism sector.

HCP Associates also worked with VSPC on support tasks, focusing on the development and refinement of departmental KPIs. These KPIs were designed to measure progress and success in various areas, including visitor expenditure, job creation, and community engagement. The extended collaboration ensured that VSPC could adapt and respond to emerging trends and challenges, maintaining momentum toward their long-term goals.

The strategic plan was not just about immediate recovery but also about sustainable growth. It highlighted the importance of diversifying attractions and ensuring that tourism development was environmentally and socially responsible. By focusing on both the quality and quantity of visitors, VSPC aimed to maximize economic benefits while minimizing negative impacts. This balanced approach was essential for maintaining Pinellas County’s appeal and ensuring the well-being of its residents and natural assets.