Citrus County TDC: revenue and occupancy rebounded, but FEMA hotel usage and missing marketing assets worry operators

Tourism staff told the Citrus County Tourist Development Council on March 12 that hotel occupancy and lodging revenue have recovered since last year, but FEMA placements and other disruptions are complicating interpretation of the numbers and squeezing visitor-facing businesses.

A staff member reported that county revenue collections are up roughly 19 percent year-over-year for the month the office is reporting (three-month lag means the revenue figure reflected November activity). The presentation noted occupancy increases despite the Plantation and Kings Bay Lodge being out of service, which the presenter said accounts for a roughly 16 percent reduction in available rooms at those properties.

Board members asked how much of the revenue bump came from FEMA placements; staff said the federal agency has not provided a breakdown. "We haven't received any numbers from FEMA yet," a staff member said. Staff estimated roughly 90 FEMA-occupied rooms in hotel stock of about 13,000 rooms countywide and emphasized that rooms where occupants have left belongings remain unavailable to the public even when the temporary occupants are not physically present.

TDC members and local operators said FEMA-occupied rooms -- and uncertainty about how long they will be tied up -- are a continuing challenge for tour operators, restaurants and other small businesses that rely on steady visitor flows. Staff said daily tracking suggests FEMA placements may continue into April or longer depending on federal funding decisions.

Marketing metrics presented to the council showed strong social-media performance: multiple posts and a Fox 35 segment garnered hundreds of thousands to millions of impressions, and the office reported growth in Instagram followers and substantial FAM-tour activity, including a Brazilian familiarization group. Staff also cited upcoming new hotels (Fairfield Resort, Home2 Suites and a Hampton Inn in Homosassa) as likely to increase future capacity.

Separately, board members raised three operational concerns:

- Withheld digital asset: Members said the county has lost access to a paid 3D/VR asset produced under a previous contract with an outside vendor (referred to in discussion as Madden/Madden Media). Staff said most historical assets were transferred to Miles Media, but the immersive asset remains withheld. Board members discussed negotiating partial payment to obtain the asset and using it at trade shows, visitor centers and other promotional events.

- Local bed-tax collection and short-term-rental compliance: One board member urged the county to examine software and vendors that would allow the county to collect bed-tax locally rather than through the state, and to track short-term rentals (Airbnb/VRBO) that may not be remitting tax. Staff said it has identified three vendor companies that can perform local collection and short-term-rental compliance but that final selection and procurement is beyond staff delegation and will be brought forward later.

- Staff travel reimbursement: Presenters and members criticized the county per-diem policy as outdated for high-cost markets; staff reported federal GSA rates are sometimes substantially higher than the county per diem and urged the county to explore options, including whether some travel costs could be reimbursed from an alternative budget line or through a nonprofit partner.

Board members also discussed strategy items the council wants tracked, including trail- and outdoor-based tourism (hiking, biking, birding, paddling) to diversify destination marketing and guard against future shocks. Public comment included a local volunteer who said manatees remained in the county later this season than in recent years, a point staff said could help extend the manatee-tourism season into April.

Staff will follow up on FEMA room counts, options for recovering or reacquiring the 3D/VR asset, next steps in pursuing local bed-tax collection solutions, and whether per-diem policy revisions are feasible. No formal policy changes or purchases were approved at the meeting on these items.