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• Collected nearly $3 million in total tourist development taxes. This amount, representing four pennies, is a decrease of 2.7% compared to prior year collections. Despite the shortfall in collections, Visit Tallahassee has continued to leverage available resources to maximum impact in promoting the destination.

• Introduced a new destination brand logo, video and new advertising campaign; Created new Visitor Guide content and layout and created a new press kit. Also, introduced the new T.O.U.R. Guide program, a six-month campaign aimed at educating the local residents of the many things to do in the area.

• Participated and represented Visit Tallahassee at more than 20 trade shows and networking events targeting government, corporate and association meeting markets. Events included Florida Encounter, National Coalition of Black Meeting Planners, (NCBMP) Fall Conference, Meeting Planner International (MPI), and the Tallahassee Society of Association Executives (TSAE).

• Assisted and hosted 125 travel journalists to Tallahassee since October 2009. Provided assistance to visiting media by securing accommodations and providing tailored itineraries based on story interest. This included hosting the 2010 Florida Outdoor Writers Association Annual Conference.

• Successfully booked 8,549 room nights via motor coach groups, travel clubs, weddings, reunions and special events. Participated in 21 consumer and industry tradeshows to promote the region as a tourist destination. Target markets included a women’s show, senior expos, vacation and recreation expos and several military base travel shows.

• Introduced the new www.VisitTallahassee.com website featuring a user-friendly design, updated content, one-click navigation, a book direct feature which allows users to book directly with a hotel, a color-coded events calendar and numerous special sections. The new website provides Tallahassee and Leon County a more competitive edge with other visitor destinations.

• Worked with The Council on Culture and Arts (COCA), The United Way, Harry’s Bar & Grille, and other tourism partners to develop and promote a series of July 4th weekend activities and discounts to drive summer visitation. The frst ever Big Bend Freedom Fest included a variety of core events taking place over a three-day period with discounts provided by area attractions, restaurants, and hotels.

• Recruited and trained 23 new volunteers to provide exceptional visitor services. Provided customer service to more than 11,535 walk-in visitors and 175 groups at the Visit Tallahassee Visitor Centers.

• Funded events through Special Event Grants, generating more than 58,000 visitors and an estimated 23,700 in room nights.

• Awarded the 2010 AAU Track & Field National Qualifer, which tracked more than 20,000 room nights, more than 44,500 visitors and generated $22,533,848 in economic impact, as well as a total of 2,250 visitors to the community during a four-day period.

Promot ing and market ing Florida’ s Cap i tal Region

Did You Know

The Tallahassee Sports Council tracked a total of 20,100 room nights with 44,557 actual visitors, which generated more than $22 million in local economic impact.

The department of Tourism Development, which is called Visit Tallahassee, provides staff support and assistance to the Leon County Tourist Development Council (TDC). The department works with the TDC to enhance the local economy and quality of life through the benefts associated with a strong visitor industry.

Director Lee Daniel is a 23-year veteran of the tourism industry. He joined theCounty in2009, havingpreviously served as Deputy Director for the St. Petersburg/ Clearwater Area Convention & Visitors Bureau, one of the largest CVBs in the United States.

Daniel is a Certifed DestinationManagement Executive through PurdueUniversity and the University of Calgary. He holds a bachelor’s degree inBusinessAdministration and a master’s degree in Sports Administration.

Daniel and his staff work closely with local tourism and hospitality agencies, elected offcials and the business community to highlight some of the area’s best features and to market Leon County as a year-round destination.

Tour i sm Development

Lee Daniel, CDME

Director Tourism Development

606-2300 DanielLee@leoncountyf.gov

• Received $279,920 in federal grants for nutrition education for limited-resource families. More than 1,100 Leon County families completed 10 classes each, and more than 11,000 educational contacts helped families improve food and nutrition habits to graduate from the Expanded Food and Nutrition Education program.

• Provided coordination and oversight for 15 active school and community vegetable gardens in Leon County, engaging more than 200 participants in a variety of gardening activities.

• Family and Consumer Sciences, Master Gardener, Master Wildlife Conservationist and 4-H youth and adult volunteers contributed more than 26,000 hours of volunteer service to Cooperative Extension programs, an equivalent of approximately 13 full-time employees.

• Master Gardener-Habitat for HumanityPartnershipProject volunteers worked with Habitat clients to design and install landscapes, both for appearance and level of maintenance, while adhering to the Florida Yards & Neighborhoods principles of sustainable gardening and environmental stewardship.

• Produced 12 television and 7 radio shows in cooperation with WFSU to promote Florida-friendly landscaping and community gardens. Cooperative Extension, with the help of faculty and volunteers, published 56 garden columns and 18 magazine articles.

• More than 400 youth from low-income families completed a series of fve Family Nutrition Program classes, and 595 nutrition educational contacts were made with older Leon County residents on topics including nutrition, food safety and the importance of physical activity.

• Received $50,000 in federal grants to raise awareness and expertise regarding food safety, state and federal regulations, and marketing skills for limited-resource farmers.

• Awarded Business Partner of the Year by Florida Project Learning Tree for the environmental education training program.

• 2,108 residents received technical assistance with sustainable

agriculture, apiary production, specialty crop farming and equine care through workshops, group consultations and farm visits.

• Trained more than 250 childcare workers and senior volunteers to improve the nutritional habits of children.

• More than 7,500 youth enhanced decision-making skills, leadership and communication through participation in 4-H programs and activities, including 6,636 youth who gained skills in preparing, writing, and presenting a speech by participating in the 4-HTropicana Public Speaking County and District Contests.

Cultivating solutions for your life

Did You Know

The Master Gardener Association, in conjunction with UF/IFAS Extension, is now accepting gardening questions via email. Send your question to: Ask-a-MasterGardener@leoncountyf.gov.

Cooperative Extension is a partnership between state land grant universities, the U.S. Department of Agriculture and county governments. These groups share in the planning, fnancing and operation of Extension programs. The University of Florida administers Extension services for the state, and Leon County provides support for local faculty, staff and facilities. Local advisory committees make sure programs are designed to meet community needs.

CooperativeExtension, ledbyDr.BettyMiller, conducts research-based educational programs in family and consumer sciences, agriculture, horticulture, forestry, natural resources and youth development.

Dr. Miller, who has been designated as a Certifed Family LifeEducator by theNational Council on Family Relations, has been with Cooperative Extension for 15 years and director for six years, serving frst as a Family & Consumer Sciences Agent. She provides leadership, program coordination, and professional development for nine university faculty, fve program assistants and three support personnel.

Cooperative Extension

Betty M. Miller, Ph.D.

Director

Cooperative Extension 606-5200

MillerB@leoncountyf.gov