Photo courtesy Visit Sarasota County: Blind Pass Park.

In the event of a hurricane, the primary concern of every organization and individual is ensuring the safety and well-being of the community. While emergency services and government bodies lead the response efforts, many do not realize that behind-the-scenes Destination Marketing Organizations such as Visit Sarasota County also play a role in managing the crisis. 

Our first step is to assess the current situation of what is happening in the destination during the impacted timeframe. We examine what groups are in town, which media are visiting the destination and what advertising and social media messaging we have out in the market. From there, we determine what changes are necessary, what needs to pause and what communications updates are necessary.  

Understanding the breadth and scope of the impacted area, we always make sure to follow our Emergency Operations Center’s lead, and from there coordinate with other DMOs around the state, especially those directly north and south of us, to align communication and support efforts.

Here are the steps we take at VSC to contribute during a hurricane: 

1.)   We aid in assisting in sharing official communications via our visitor center channels.

2.)   We provide any needed assistance to visitors by connecting them to official resources regarding evacuations, shelters, available accommodations around the area, region or even State as needed.

3.)   Work with local authorities and businesses to coordinate needed information pertaining to emergency lodging for displaced residents, visitors or repair/clean-up crews.

4.)   Work with officials and surrounding destination marketing organizations to determine when it is safe and appropriate to turn back on promotional marketing. During Hurricane Idalia last fall, we were aware of the impacts the storm and flooding could have on Labor Day Weekend travel. Following the storm, once we received official communication from local officials that our roadways were safe to travel on and our hotels were open, we shared live footage from properties in Sarasota County on our social platforms to let visitors know our local businesses were open. Our efforts are aimed not just at rebuilding what was lost, but at creating a stronger, more resilient community.

Preparedness Planning: Apart from active involvement during a hurricane, VSC is engaged in continuous disaster preparedness planning. We participate in local emergency planning activities, organize training sessions for our staff and develop crisis management plans specific to the needs of the tourism sector. By doing so, we aim to help build a community that is better prepared to face future hurricanes.

Erin Duggan is president and CEO of Visit Sarasota County.

Photo courtesy Visit Sarasota County: Blind Pass Park.