2 min read September 2022 — Michael Corrigan, president and CEO of Visit Jacksonville, told Invest: that Northeast Florida’s tourism and hospitality arm will look drastically different in five years, starting with continued investment in Downtown Jacksonville. He covered his priorities, updated economic impact figures and more.
What have been the top priorities for Visit Jacksonville over the last year?
A lot of things; the main one is the total return of the tourism market to Northeast Florida, primarily Jacksonville. Last year, the leisure market was going gangbusters and it still is doing quite well, but that combined with the return of group and business travel has helped us continue to exceed expectations on the tourism side. We estimate the numbers will be 15% higher than what was originally expected. We anticipate a leveling off of the increase, but we do not anticipate a reduction by any means.
We’re seeing where the spend in our destination continues to increase on a per person basis, which is encouraging. Our average room nights are steadily increasing, which is key to the economic vitality of the tourism industry. The term I use is “legacy tourism.” Visitors to Jacksonville come here not knowing what to expect, then they realize Jacksonville is not a single-reason destination. They often become repeat visitors.
It’s all about continuing what we did coming out of COVID. We market a lot of different things, but several of the key points are our 840 square miles and the natural thought to spread out and have more room. We also have 22 miles of wide, white sandy beaches. The focus is on getting outdoors and enjoying yourself. We also found that what people do when they get here has changed over the past few years, and that will continue over the next five to 10 years. We have an amazing shopping mecca called the St. Johns Town Center, now our leading attraction in town.
How has the rapid population increase changed your operations?
I don’t believe the influx has changed our daily operations, but it has made them more effective. We encourage people to download our app, because those coming into town need to learn about Jacksonville. It’s location-based, so wherever you are, you can find resources you want around you much easier. We’ve seen a surge in demand for that technology, and our in-person interactions at our visitor centers have gone up.
What does the modern traveler’s experience look like?
The modern traveler is looking for value for their dollar, especially considering the current state of the economy. They are still traveling. Fuel prices have not reduced travel, but they are much more conscious of their “return on fun” investment. They’re willing to spend money to have a fun experience, but there’s more pressure on the industry to deliver an experience where the traveler feels they got a value for their dollar. That’s one of the things Jacksonville has always been known for. I call us an affordable destination; there’s an option for everybody depending on what you want out of your experience. We’re getting ready to break ground on a Four Seasons Hotel next to TIAA Bank Field, it’s an extremely high-end property we’re looking forward to having in our portfolio. At the same time, we’re building several select service properties that will be more budget-friendly for families.
What do priorities for Visit Jacksonville look like moving forward?
Visit Jacksonville just received a new 10-year contract with the City of Jacksonville’s Tourism & Development Council to continue our work. Instead of being reactionary and fulfilling a contract need, it allows us to be more strategic in our approach. We’re beginning that strategic planning this fall. We’re working with event and meeting planners to maximize our group tourism for conventions. While we’re doing that, we will continue to market visiting Jacksonville to individuals. Whether you’re an individual, family, business or group, we want to ensure you have an incredible experience in Jacksonville.
What does employment look like right now for the tourism industry?
It’s typical for what you would see nationwide. We’re still struggling to be fully employed at various locations, but that’s not unique to Jacksonville. The great news is that tourism is up fantastically. The bad news is that we may not have enough people to welcome our visitors. Jacksonville is better situated than some other communities because we have a large inventory of select service properties, which are hotels that don’t require as much staff as a resort service would take to operate. In Jacksonville there are about 55,000 jobs in tourism and an annual $3.9 billion economic impact. That’s a huge engine, and we need to make sure we continue to promote what being in the tourism industry means.
I’m very active in the Florida Restaurant and Lodging Association’s Northeast Florida chapter. They do a great job of helping advocate on behalf of the industry. We’re extensively active in higher education and communicate with them about career opportunities in tourism. We’re starting to increase our outreach with our local school system. College isn’t necessarily the journey for everyone, and hospitality industry jobs are absolutely for those coming out of high school. We should be a better resource for the school system, and the school system is an additional resource for us to generate jobs.
What will Jacksonville’s tourism industry look like in the next five years?
It will be drastically different. We will see a dramatic increase in downtown investment, and in the next five to 10 years the community will be committed to building a new or expanded convention facility. That will come up pretty soon. The Jacksonville Jaguars have a lease expiring in 2030, which historically means either building a new stadium or renovating an existing one. There are already talks to renovate. A renovation in the hospitality industry presents a huge opportunity. The development around the Downtown sports complex will be incredible, and I haven’t even mentioned the other 840 square miles of Jacksonville. The beach, the Town Center, the fairs, etcetera, will be huge for Jacksonville’s hospitality industry going forward.
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