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Visit Sarasota County reports recovery and marketing gains; county discusses tourism role in local recovery
Summary
Visit Sarasota County and the Tourist Development Council reported fiscal‑year 2024 results, recovery campaigns and a new transparency page; commissioners discussed TDT revenues, tourism's role in economic recovery and possible program expansions.
Visit Sarasota County and the county’s Tourist Development Council presented the FY2024 annual report on Feb. 25, highlighting marketing work during storm recovery, one‑time funding uses and transparency improvements.
Kathy Lehner, president and CEO of the Venice Area Chamber of Commerce and vice chair of the TDC, reviewed the TDC’s role in allocating the six‑cent tourist development tax and summarized revenues and reserves. She said first‑quarter revenue had been depressed by recent storms but praised the council’s work promoting beaches, arts and sports facilities.
Aaron (Visit Sarasota County) gave a quarter‑by‑quarter recap and said the organization produced new high‑funnel advertising, raised private revenue to support marketing, and launched a transparency page where audits, quarterly plans and metrics will be available to the public. "We are a private‑public partnership," Aaron said, explaining that Visit Sarasota County combines public funding with private partnerships for broader marketing reach.
Commissioners asked for clearer metrics on where TDT money is spent and discussed allowable uses for TDT (beach maintenance, sports facilities, arts grants, and related economic development). The board approved a letter of support for the NCAA rowing championships and discussed potential new collaborations among the EDC, Visit Sarasota County and the Arts Alliance.
What’s next: Visit Sarasota County will post a transparency page with audits, research, and campaign recaps. Commissioners requested follow‑up briefings on permissible TDT uses and suggested joint workshops with economic and arts partners to explore coordinated strategies for recovery and workforce attraction.
