Photo courtesy Visit Sarasota County: Riverview High Kiltie Band.

At Visit Sarasota County, we often ask visitors, “How did you hear about our area?” For many, the answer lies in a family member or friend’s recommendation, sparking a first visit that evolves into repeat trips and, for some, even relocation. This word-of-mouth influence is among the most powerful drivers of travel and life changes, though it’s also one of the hardest to cultivate.

Over the past few years, we’ve taken a critical look at how to earn this endorsement. Not surprisingly, we’ve found that people don’t want to be sold to – they want to be educated and entertained, especially through local personalities and storytelling. 

This thinking has been the basis of our new sponsorship program. In the past, deciding what to sponsor was a tricky challenge, as we needed a way to make the selection fair while also ensuring every agreement was valuable for tourism. In the Spring of 2024, our Board of Directors approved a new process to ensure our sponsorships expand our spheres of influence, speak directly to our audiences, and center the lived experiences of our residents. 

That approval enabled us to work with two local ambassadors throughout 2024. 

In July of this year, we officially launched this program with the signing of our first-ever Name, Image, and Likeness (NIL) deal with Emma Weyant, a local swimmer who competed and medaled in the 2024 Summer Olympics. In the months since, we’ve featured her Sarasota story – from swimming for the Sarasota Sharks to her favorite hangout spots – to promote our home as the perfect place to train, compete, and live. 

Even as an accomplished Olympian, Emma is relatable, welcoming, and – critical for our efforts – a hometown hero with a story to share. We continue to learn so much from this partnership, in many ways viewing it as a precedent for future initiatives with other local ambassadors. 

While Emma represents how we’re leveraging sports to generate interest near and far about our destination, we’re also celebrating our region’s identity as Florida’s Cultural Coast by supporting our youngest musicians on the world stage.  

Recently, we sponsored two local high school bands – the Riverview High School Kiltie Band and Venice High School Band – ahead of their performance at the New Year’s Day Parade in London. Each of these schools has a celebrated tradition of musical excellence that’s cherished by our community – so much so, families choose to move here for these very programs. Heading to London was a unique moment for these musicians as they shared their talents with an audience of over 500,000,000 watching across the globe. 

Leading up to their visit, we collaborated with both bands to produce a video that captured their excitement and passion for the arts. Their personal testimonials of growing up here and feeling support for their creative endeavors was music to our ears. We plan on using this video for the foreseeable future as we speak with Arts & Culture enthusiasts and potential residents about how Sarasota is where the next generation can practice, perform, and pursue their career in the arts. 

By investing in our community, we’re empowering locals to share their pride in Sarasota – a genuine enthusiasm no ad or sponsorship can replicate. This inspires visitors to come, stay, and build connections of their own. By focusing on meaningful engagement, we’re not just strengthening our community but ensuring Sarasota remains a place people love to recommend.

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

Photo courtesy Visit Sarasota County: Riverview High Kiltie Band.