A bigger bed (tax)

Paying for tourism marketing looks dicey in Tallahassee, where pols have been considering a bill that would gut Visit Florida's budget.

But things look much differ in a popular pocket of Tampa, where three entities have created a new tourism marketing district — the first of its kind in the state.

The initiative is a partnership between the Hillsborough County Hotel Motel Association, the City of Tampa and the Hillsborough County Tax Collector, according to a statement. It covers hotels in South Tampa, downtown Tampa and Ybor City, where properties will generate new marketing funds through a self-imposed lodging industry assessment. The marketing district is expected to collect more than $1 million within its first year, officials say.

The district intends to begin assessing an additional fee of $1.50 per room per night — on top of room rates and other fees. The Hillsborough County Tax Collector will oversee collections and remit the net to the city. The city will then disperse the money to the Hillsborough County Hotel Motel Association.

A steering committee comprised of hotel general managers will determine how to allocate the marketing dollars. “For purposes of this district, assessments would not be used for capital items,” HCHMA Executive Director Bob Morrison says in the statement. “We will focus on destination marketing that reaches audiences 75 miles or more beyond the Tampa Bay market to increase the likelihood of overnight stays. But we will make sure that the administration and proper accountability tools are in place before we start targeted expenditures.”

Officials, based on research from data firm Tourism Economics, project the marketing programs can potentially generate an additional 90,000 room nights per year at area hotels. Tourism Marketing adds that the local lodging industry could see a return of $10 for every additional dollar invested in marketing.

“We applaud our local hoteliers for stepping up and committing themselves to expand Tampa Bay's presence in the incredibly competitive world of tourism,” says Visit Tampa Bay President and CEO Santiago Corrada. “Their voluntary action is an investment in this community that will produce enormous economic benefits.”

Tourism Marketing Districts are commonplace in California and other parts of the western U.S. The new one in Tampa will be closely monitored to determine if additional districts within the Westshore district, East Hillsborough County/Brandon and University of South Florida/New Tampa areas will also be established. “We are anxious to demonstrate the value of the district with the hope that we can expand participation in the future,” Morrison says.