In the national hospitality and lodging industry, July is considered to be one of the slowest months for group business, taking into account school breaks, summer vacations and historic industry trends.
In Duval County in 2015, that’s not the case.
According to Visit Jacksonville, the convention and visitors bureau for Jacksonville and the Beaches, 20 groups booked this month will account for more than 34,500 room nights and a projected direct economic impact of nearly $30 million.
By comparison, 14,851 group room nights were booked last July.
From 2005-14, the average number of room nights booked in July is 15,779.
While the local destination sales team books on average about 400 groups each year, the above-average July is a project that began in 2009.
Katie Mitura, Visit Jacksonville’s director of marketing and product development, said large organizations and corporations often plan their annual and national meetings years in advance. The groups checking in this month have been on the sales staff’s radar for quite some time.
“Over the past six years, we have focused on July-December being a value season. These groups have been years in the making,” she said.
According to the destination marketing organization, the local tourism industry has an annual economic impact of more than $2 billion and supports 22,000 jobs.
“This month really shines a light on the importance the meetings and conventions industry has in our local economy,” said Visit Jacksonville President and CEO Paul Astleford in a news release.
The largest influx of visitors will be attending and competing in two U.S.A. Track & Field events at the University of North Florida Harmon Stadium.
The Masters National Outdoor Championships, July 23-26, is expected to bring 1,500 people to Jacksonville. They’ll book 1,000 room nights at 20 hotels at the Beaches and in Southside and spend about $870,000 while here.
That’s followed by the National Junior Olympic Championships July 27-Aug. 2, when 14,000 people are expected to book 16,000 room nights at 30 hotels throughout the county.
Combined, the track events are projected to add $17.5 million to the local economy.
In addition to the amateur athletes, religious groups also will be filling hotel rooms in July.
The Christian Congregation of the Jehovah’s Witnesses 2015 Convention expects attendance of 20,000 people for two sessions at Veterans Memorial Arena: Friday-Sunday and July 10-12.
While some attendees live in the area, Visit Jacksonville estimates convention visitors will book 6,400 room nights in 15 Southside hotels.
They are expected to leave behind more than $3.2 million, including hotel bills, facility rental fees, food, transportation costs and other expenditures during their time in Jacksonville.
Bethel Baptist Institutional Church is hosting the 2015 Global United Fellowship Monday-Friday at the Prime Osborn Convention Center.
More than 2,600 room nights will be booked by about 5,000 participants, who will have an estimated economic impact of $2 million.
Pentecostal Churches of the Apostolic Faith National Convention July 24-29 will bring 3,000 people to the Hyatt Regency Riverfront.
More than 2,000 room nights already are reserved, with an estimated addition of $1.9 million to the local economy.
Another seven-figure convention is scheduled to begin July 15, when the International Brotherhood of Magicians will check in at the Hyatt for a four-day annual meeting. More than 1,000 illusionists have booked 1,750 room nights, with a projected total economic impact of $1.5 million.
The 2015 Mrs. International Pageant is expected to book more than 1,200 room nights for contestants and attendees for an economic impact of nearly $860,000.
Other groups slated to convene in July include Omega Psi Phi fraternity’s 2015 Leadership Conference with 600 delegates and eight family reunions, scheduled to account for a combined 554 room nights.
Looking ahead, Visit Jacksonville is working to book group meetings for 2016-18 with encouragement from local hospitality providers.
But this year might be a hard act to follow.
“The hoteliers are already asking us what July 2016 is going to be like,” Mitura said.
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