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Citrus County reports record hotel occupancy, national press pickups and new scallop-season marketing
Summary
Staff reported unusually high occupancy and RevPAR figures, national media coverage for local businesses, and a scallop-season campaign and training for scientific scallop surveys; the board heard details on social media staffing, PR placements and a planned Visitor Center redesign.
Visit Citrus staff told the Tourist Development Council on Thursday that hotel occupancy and revenue metrics are strong, the destination has attracted national media coverage and the bureau is launching targeted campaigns for scallop season.
Staff presented county hotel metrics showing occupancy in the 80% range for January–March and year‑over‑year increases in revenue per available room (RevPAR). The council heard that Plantation Kings Bay Lodge remains partially unavailable because of hurricane recovery but other properties are reporting strong demand.
On public relations, staff highlighted national coverage: a Campspot listing and follow-up coverage in Southern Living drove a surge of bookings for a local RV resort (the Cove), and other outlets named Inverness among notable small towns. Hayworth PR reported millions of impressions on several placements, including programmatic reach from camp-booking platforms and regional TV segments; staff credited the placements with immediate bookings and local business benefits.
Staff described marketing plans for scallop season: a local digital campaign with contracted production (Digital Hound and local captains), short-form commercial spots for social platforms and a sponsored promotion featuring local personalities. The bureau also is partnering with fishery/science groups for a May 27 training session on pre‑season scallop surveys; staff said more than 40 volunteers and industry participants have expressed interest and that teams will be organized to follow standard survey methodology.
Staff noted a temporary dip in social-media metrics while the bureau’s regular social manager is on family‑medical leave; PR support and an interim staff member are filling the gap and staff expect metrics to recover. The board also reviewed plans for a redesigned county welcome center with interactive displays, itineraries and rotating partner exhibits; staff said design work will be treated as a special project outside the normal line-item budget.
Why it matters: Strong hotel performance and national media exposure support local tourism-dependent businesses; new marketing and scientific monitoring for scallops aim to both drive visitors for a key season and add data for resource stewardship.
