Greater Miami CVB Visitor Industry and CVB Performance Review
Miami, Florida

TYPE:	CVB Performance Review
YEAR:	2003
CLIENT:	Miami-Dade County
SCOPE OF WORK:	Existing Operations Analysis SWOC Analysis Industry Benchmarking Surveys and Primary Market Research

In 2003, Miami-Dade County retained CSL International and Marshall Murdaugh Marketing to conduct a comprehensive evaluation of the hospitality industry resources in the Greater Miami area, and the Greater Miami Convention & Visitors Bureau's operational performance, structure and processes. The study evaluated key resources such as hotel and facility inventory, air access, natural resources and entertainment opportunities. Analysis of visitor perceptions towards the Destination was also conducted. In addition, the structure, policies, procedures of the CVB, allocations of staff and financial resources, marketing budgets, strategic planning, adequacy of funding sources and limitations on the ability to achieve success were evaluated.

The final report contained a full set of recommendations to be considered as part of a process of improving the strategic planning resources and effectiveness of the CVB. The study involved the collection of significant amounts of data, SWOC analysis, benchmarking analysis with respect to major destinations throughout the country, outreach to numerous individuals and organizations within the community, and the development of recommendations that were expected to have a significant impact on the ability of the CVB to promote convention and tourism activity for all stakeholders and within all sectors of the greater Miami area.

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