As our beloved region heals in the wake of disruptive storms, the ideas of partnership and support are top of mind for us at Visit Sarasota County (VSC). Bringing awareness to the vitality of our local businesses – hotels, restaurants, attractions, local services and beyond – has been imperative during this time of recovery. To that end, our tourism team is committed to collaboration and swift, nimble responsiveness to the expectations and realities of our community.  

In these moments, it’s critical that those who are already here in Sarasota County know what is available to safely see, do and experience. One of the ways we are addressing this is through a new campaign called “Support the 941.” Building on our longstanding “Fun in the 941” efforts, this campaign takes a more encompassing approach in encouraging all local businesses, regardless of their affiliation with VSC, to share how they’re ready to welcome visitors and residents alike on supportthe941.com. 

#SupportThe941 is truly grassroots, relying on word of mouth and user-generated content. Patrons are encouraged to post about their experiences on social media using #SupportThe941, and we’ll then promote this content across our own channels to showcase to the world the vitality of our destination. We’ve also launched a Neighborhood Navigator Pass to nudge visitors to explore 15 different areas of our county – an experience that benefits not only local businesses by bringing traffic but also participants who can receive exclusive giveaways.

The recovery of our hospitality industry is vital to strengthening the overall quality of life in our region. Last year, we saw more than 3 million visitors amassing an economic impact of tourism totaling $4.2 billion. The #SupportThe941 campaign is an immediate catalyst for tourism from locals, with the strong potential to resonate with those coming to our area, thereby sustaining and enriching economic opportunity as businesses get back on their feet. 

And as they do, we’re working hard to ensure they have a stream of out-of-town guests ready to experience their offerings. In fact, the day after Hurricane Helene hit, we were on the phone with our neighbors to the north at the Bradenton Area Convention & Visitors Bureau to start planning a regional push to strengthen tourism amidst the storms’ impacts and, critically, heading into season. 

We launched this “Florida’s West Coast” campaign on Nov. 1, and right now, custom digital content is promoting hidden gems from both Sarasota and Manatee counties in major metros. With added support from statewide associations like VISIT FLORIDA, this campaign will run through the winter and beyond into 2025 – to let visitors know we remain a viable travel destination.

Neither of these efforts were created in a vacuum, but rather thanks to input from a cross-section of industries and community stakeholders. Just last week, we held a series of town halls to share information on #SupportThe941, our Florida’s West Coast campaign, and how we plan to use $500,000 in matching funds from VISIT FLORIDA to boost media efforts through the summer. We were able to hear thoughts, ideas, suggestions and frustrations directly from local businesses and immediately apply their insights to our current campaigns. 

It’s thanks to the determination and resilience of these partners and so many others that we’re now firmly on the path to normalcy. Yet as we continue to navigate these twists and turns, it’ll take a united front to uplift our hospitality industry. Gratefully, there’s no shortage of ways to show your love for all things local and support the 941. 

Erin Duggan, CDME, is president and CEO of Visit Sarasota County.