When the Duval County Tourist Development Council met in February, a request was made to transfer $250,000 from the council’s reserve fund into an account to be used for major events not yet scheduled, but anticipated to be coming to Jacksonville this year.
With a City Council committee considering legislation this week (Ordinance 2016-298) to authorize the transfer, the tourism council will hear a request Thursday to earmark $100,000 for the U.S. Soccer Men’s National Team versus Trinidad and Tobago, a World Cup qualifying match scheduled Sept. 6 at EverBank Field.
Jacksonville hosted in June 2014 a soccer match between the U.S. and Nigeria that drew more than 52,000 fans, many from outside the region, with an estimated economic impact of nearly $2 million.
Katie Mitura, Visit Jacksonville vice president of marketing and communications, said after grants for several conventions were awarded at the February meeting, only about $100,000 remained in the grant fund account.
With six months left in the fiscal year and funding yet to be requested for events on the calendar, Mitura said the $250,000 transfer will allow Visit Jacksonville, the tourist and convention bureau for Jacksonville and the Beaches, to continue to recruit conventions and events.
“It will get us through the rest of the year,” she said.
In addition to a $20,000 grant for the May 25-29 Jacksonville Jazz Festival and a $20,000 grant for the P1 Powerboat Grand Prix June 4-6, the council in February encumbered $40,000 in smaller grants for seven groups that have booked conventions in Jacksonville through January 2018.
Also at the February meeting, Sports and Entertainment Officer Dave Herrell said the city will request, probably at the tourism council’s August meeting, a grant to expand marketing efforts for the Sea and Sky Spectacular air show Nov. 5-6 at Jacksonville Beach in conjunction with the U.S. Naval Academy versus University of Notre Dame football game Nov. 5 at EverBank Field.
According to the legislative summary filed with the bill requesting the $250,000 transfer, the tourism council started the 2015-16 fiscal year with $1.75 million in its reserve account.
The council’s grants and Visit Jacksonville’s sales and marketing efforts are funded with a portion of the revenue from the 6-percent “bed tax” levied on hotel room charges in Duval County.
Mitura said occupancy and revenue trends for the local hotel industry indicate the reserve account should be close to $2 million by Sept. 30, the end of the fiscal year.
Over the past year, occupancy percentage has steadily improved, along with the average daily rate charged for hotel rooms.
Mitura said the local hospitality industry is predicting steady business for the rest of the calendar year and anticipates room rates to continue to increase.
“We aren’t seeing as much growth in terms of the number of people visiting Jacksonville, but they are spending more money,” she said.
The Tourist Development Council meets at 10 a.m. Thursday in Suite 425 at City Hall.
(904) 356-2466