Space Coast marketing committee previews creative and flags 10% shortfall in early collections

Peter Kraines, director of the Space Coast Office of Tourism, told the committee that last year's tourist development tax (TDT) collections nearly reached $26 million and that the office submitted a $27 million revenue budget for the coming year. "We're tracking about 10% behind," Kraines said, warning that spring break and summer—peak seasons for collections—remain months away and could change the outlook.

The meeting was conducted as an operational briefing because the committee lacked a quorum, Kraines said, so members did not take any formal votes. The committee was given a preview of the marketing plan that will be developed over the summer and presented to the Tourist Development Council and the county commission for final approval.

Committee members reviewed a range of planned media and creative work. Kraines said the office will refresh billboards and digital ads across Cocoa Beach, Melbourne and Palm Bay, show a finished commercial at the follow-up meeting, and shoot new TV creative in April with a planned May launch to support the summer season. "We're going down to IPW in May," Kraines said, citing international trade outreach as a key tactic for the plan.

International markets were a recurring concern. Kraines said Canada visitor numbers are down roughly 15% to 20% and that the United Kingdom is "down slightly," prompting the office to reduce some international spend in the prior year. Staff noted that targeted search campaigns for Canada performed "decent" this season after previous negative feedback prompted an earlier pause.

Digital strategy and artificial intelligence were highlighted as priorities. Kraines and staff described efforts to add AI-friendly content and third-party AI widgets to their WordPress site so the destination appears in AI-driven search results and retains clicks. Laura Beebe, who identified herself as the marketing director, said the team has added FAQs and more natural-language content to improve organic visibility and is exploring AI widgets that keep interactions within the site.

The office is also running a PR firm procurement process: Kraines said nine proposals were received and four finalists remain, with selection expected within 30 to 45 days. Partnership marketing was discussed as well; staff reported the Moon Pie partnership is temporarily paused and are exploring other consumer-brand partnerships to drive out-of-market impressions.

Kraines discussed meetings and conventions as a growth area, citing a new 25,000-square-foot convention center across the street from the office and noting the office's use of Cvent to market to meeting planners. He also described cooperative advertising with Port Canaveral, saying cruise passengers who use the port generate spillover visitation along the Space Coast.

On sports marketing, Kraines said the stadium operator under contract has not reached a 100% performance target (the operator achieved about 85' 90% this year) and that artificial turf replacement in a few years will be a "big, big expense" running into the millions.

Kraines said the office will finalize the marketing plan over the summer and asked committee members for feedback at the May 28 meeting; the plan will be presented to the committee on Aug. 18. Because no formal action was taken today, no motions or votes were recorded.

The committee adjourned after the briefing; staff will return with the full draft marketing plan and more detailed budget line items at the May meeting.