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Vermont Sells Cool Idea To Floridians: Go North In Summer

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Sarasota Herald-Tribune

Published: May 6, 2008

Every winter, the chilled masses of New England flee to Florida as though drawn by a magnetic force. Vermont is hoping to spark a reverse-migration this year, enticing residents of the Sunshine State with one thing they do not have — a cool summer.

"We want to get the Floridians up here and out of the heat," said Steve Cook, deputy commissioner of the Vermont Department of Tourism and Marketing.

To that end, some Vermont inns and hotels are planning to offer Florida residents package deals ranging from discounted room rates to complimentary cheese farm tours to gift baskets with maple syrup and other local products.

The effort to lure the so-called sunbirds -- a twist on the New England snowbirds who flock to Florida's beaches in the winter -- is not Vermont's only marketing effort this summer.

A coming advertising blitz will promote Vermont in TV ads across the country as gas prices soar and tourism officials everywhere worry about the effect on summer travel.

But special attention is being paid to Floridians.

"This is to let another state know that we are paying attention to them and appreciate them," Cook said.

Florida already is a key market for Vermont, tourism officials said. More Floridians visit Vermont than do residents of any other non-Northeast state, with the exception of Texas.

In 2005, the most recent year for which figures are available, Vermont had an estimated 68,560 visitors from Florida and 71,120 from Texas.

State officials say the Vermont-Florida connection is natural since so many New Englanders move to Florida.

Florida, on the other hand, doesn't target Vermont.

"Our goal is to get visitors from across the nation and around the world," said Jay Schleuning, a spokesman for Visit Florida.

To use Vermont's Florida resident promotions, you must show a Florida driver's license or other proof of residency.

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