Visit Sarasota County Transparency

Visit Sarasota County Statement on the Importance of Transparency

At Visit Sarasota County, we believe transparency is the foundation of trust. By openly sharing how we operate, allocate resources, and make decisions, we strengthen our relationships with stakeholders, industry partners, and the community. Our commitment to ethical practices and clear communication ensures accountability in everything we do. Through responsible stewardship of funds, open dialogue, and a dedication to our mission, we work to foster confidence and collaboration with those we serve.

Organizational Overview

VISIT SARASOTA COUNTY (VSC) is the official tourism marketing entity and primary provider of visitor information for Sarasota County where tourism is the top industry.

Mission: We make Sarasota County a better place by promoting our community on the world stage.

Vision: Creating a vibrant Sarasota County through tourism.

Accreditation: Visit Sarasota County is accredited by the Destination Marketing Accreditation Program, a program of Destinations International. Visit Sarasota County meets the highest standards of professionalism, leadership, fiscal management and ethical principles.

Core Values:
Core Values Graphic

Visit Sarasota County Board

Visit Sarasota County Staff

2030 Destination Strategic Plan

Visit Sarasota County Bylaws

Financial Accountability

Annual Reports

FY2025 Budget and Scope of Services

Audits & Compliance

Funding Sources

Visit Sarasota County is a responsible steward of Tourist Development Tax (TDT) dollars, ensuring these funds are used effectively to promote tourism and drive economic impact for Sarasota County. As a 501(c)(6) nonprofit organization, we also generate private revenue through paid partnerships and advertising opportunities, allowing us to expand our marketing efforts and support local businesses. Our commitment to transparency means we carefully manage these resources to maximize the benefits for our community, visitors, and tourism partners.

The Tourist Development Tax is a tax paid on room nights. Residents of Sarasota County do not contribute to the TDT and Visit Sarasota County is not funded by any other tax imposed on residents. Only a portion of the TDT is designated to marketing and promotion of Sarasota County. In fact, it is only just under a quarter. The remaining amount is used for beach maintenance, beach renourishment, capital projects and events, and other drivers of tourism.

Here is a full breakdown:

23% Beach Maintenance
17-21% Promotion and Marketing
14-18% Sports Stadiums
12% Capital Improvement & Facilities
10% Beach Renourishment
8% Aquatic Nature Center
8% Arts
4% Sports Tourism

Performance & Measurement

Annual Performance Metrics:
FY24 Economic Impact Report
FY24 Effectiveness Measurements Report

Destination Marketing Effectiveness:
FY25 Quarter 1 Sports Funding
FY25 Quarter 1 Performance Highlights from Paid Media, Digital and Marketing Efforts
FY25 Quarter 1 Sports Leads and Big Wins
FY25 Quarter 1 Meeting and Group Sales Big Wins
Air Canada 2024 Campaign

FY24 Year in Review from Paid Media, Digital and Marketing Efforts

Community & Partner Engagement:
Visit Sarasota County is a partnership-based organization and is required to raise 10% of its budget from industry partners and associations, such as hotels, restaurants and tourism-based businesses. We actively work within the community to establish and maintain these relationships – now more than 500 strong – to keep visitors coming, local businesses open, and residents employed all year long.

Current Partners
Partner Resources
Chamber Collaborations
Brand Toolkit
Fun in the 941
Severe Weather Resources

Key Policies & Ethical Standards

Employee Handbook
Procurement Policy
Privacy Policy
Website Accessibility Statement

Crisis Communications

During emergencies, community and visitor safety is our top priority. While emergency services lead the response, Visit Sarasota County supports efforts by assessing the situation, adjusting messaging, and coordinating with local and regional Destination Marketing Organizations (DMOs). We maintain a crisis communications plan that guides business continuity and community safety before, during, and after disasters—including hurricanes, red tide, pandemics, and more. This plan, reviewed annually and approved by Sarasota County Government’s Emergency Operations Center (EOC), helps us collaborate with lodging partners, track room availability for emergency use, and support businesses in local aid efforts. We also work with tourism bureaus across Florida to ensure a coordinated response and resume promotions only when the community is safe and ready to welcome visitors.

Public Engagement & Accessibility

Visitor Diversity Statement:

We are proud of the diverse communities and cultures which help make up our destination and are equally proud of and welcoming to the broad diversity of travelers who choose our destination for their leisure, sports and meeting needs. We continue to commit to extending our very best hospitality to all those who come to experience the vast options our great destination offers.

Contact Us

Visit Sarasota County URLs:

Public Meetings & Reports:
Notice of Upcoming Meetings
Meeting Minutes
Employment Opportunities & Requests for Proposals

Visit Sarasota County Vendors

Miles Partnership LLLP is Visit Sarasota County’s Agency of Record, providing key marketing and advertising services to promote tourism in our region. Their role includes:

Website Management – Overseeing and maintaining Visit Sarasota’s online presence.
Online Advertising & Media Services – Managing digital marketing campaigns to attract visitors.
Visitor Guide Production – Creating and publishing the official Sarasota Visitor Guide.
Sales of VSC Services – Supporting advertising and partnership opportunities for local businesses.

Lou Hammond Group & Associates, Inc. (LHG) provides domestic public relations services for Visit Sarasota County. They help promote Sarasota as a premier travel destination through:

Media Relations – Engaging journalists and influencers to generate positive coverage.
Press Outreach – Securing articles and features in top publications.
Strategic Storytelling – Showcasing Sarasota’s unique attractions and experiences.

Gosh PR Ltd. provides European travel trade representation and public relations services for Visit Sarasota County, focusing on the UK and German markets. Their work includes:

Travel Trade Representation – Engaging with tour operators and travel agencies to promote Sarasota.
Media & PR Services – Securing press coverage and partnerships in the UK and Germany.
Marketing Support – Showcasing Sarasota to European travelers through strategic campaigns.

Downs & St. Germain Research, Inc. provides research and data analysis for Visit Sarasota County. Their work includes:

Visitor Surveys & Insights – Gathering data on traveler demographics, behaviors, and satisfaction.
Economic Impact Analysis – Measuring tourism’s contribution to Sarasota’s economy.
Performance Reporting – Evaluating marketing effectiveness and visitor trends.

Simpleview, LLC provides Customer Relationship Management (CRM) services for Visit Sarasota County, supporting:

Partner & Business Management – Organizing and maintaining VSC’s partner database.
Sales & Marketing Integration – Streamlining communications and promotional efforts.
Data & Reporting Tools – Tracking tourism trends and engagement metrics.

HBK CPAs & Consultants provides tax, financial advisory, and consulting services for Visit Sarasota County, including:

Financial Planning & Oversight – Ensuring compliance and strategic financial management.
Tax Services – Assisting with tax planning and reporting.
Consulting & Advisory – Offering guidance on financial best practices and operational efficiency.

Thrive Operations LLC provides outsourced IT infrastructure and support for Visit Sarasota County, including:

Phone Systems Management – Ensuring reliable communication for VSC operations.
IT Support Services – Offering technical assistance and troubleshooting.
Endpoint Security & Response – Protecting VSC’s digital assets with cybersecurity measures.

Serbin Printing Inc. provides mail fulfillment and printing services for Visit Sarasota County, including:

Visitor Guide Distribution – Mailing guides to would-be travelers and travel agencies.
Marketing Mail Fulfillment – Handling bulk mailings for promotional campaigns.