Brevard County Tourist Development Tax Generates More Than $1.27 Million in February
By Space Coast Daily // April 8, 2021
TOURISM TALK WITH SPACE COAST OFFICE OF TOURISM EXECUTIVE DIRECTOR PETER CRANIS
March hotel occupancy averaged a weekly 68.5% this year compared to a weekly 57.25% last year
BREVARD COUNTY, FLORIDA – While we have been talking about Spring and our marketing efforts lately, February Tourist Development Tax numbers have come in.
The February number was $1,274,427 on a budget of $1,128,809, or up 12.9%. Last year, February had the highest February in history at $1,736,629 so we were 26.6% below that.
This is the least we have been down since October when we were below the prior October by 23.9%. Year to date we have collected $4,879,717 which is 10.7% ahead of budget and 28% below the prior year.
This tracks with our prediction of being down approximately 30% from the prior year until we hit March when we will be comparing the numbers to the first COVID month.
Looking at the breakdown, hotels/motels were 59% of the total and vacation rentals were 38.5%, still showing strength compared to the prior year where they ran 27.3% of the total for the year.
In terms of city performance, Melbourne and the Beaches are leading the way with 28.9% of the total and Cocoa Beach/Cape Canaveral at 27.5%.
For March, it will be the first month we compare to the prior year. The budget was set relatively low at $849,803 compared to last March which was at $1,133,071.
As you may recall there were about 10 good days last March before the shutdown orders were issued and many people canceled their vacations.
Looking at March hotel occupancy which averaged a weekly 68.5% this year compared to a weekly 57.25% last year, it is safe to assume we should exceed last year’s numbers which will certainly put us on a good path forward.
Right now we are tracking on achieving a total collection of $11.5 million compared to the budget of $11 million. However, if we exceed last March by 10%, use the budgeted amount for April, and then exceed last summer by 15% (which seems very doable), we could end up in the mid-$12 million by the end of the year.
ABOUT THE AUTHOR
PETER CRANIS has been the Executive Director of the Space Coast Office of Tourism since March 2019 and is a Brevard County native. He graduated with honors from Eau Gallie High School and earned an Associate of Arts degree in journalism from Brevard Community College. Cranis then went on to earn a Bachelor of Arts and Master of Arts degree in Communication from the University of Central Florida, was an Adjunct Professor at the University of Central Florida from 1989 to 2015 and is also Past Chairman of the UCF Alumni Association Board of Directors.
He has served as an on-air spokesperson appearing in print, online and on many TV and radio programs globally, and has been a speaker at international tourism events. Cranis’ professional resume is extensive and includes experience in advertising and marketing, banking and telecommunications.