Okaloosa County BOCC — November 4, 2014 — Action Item Printout

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: November 4, 2014 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: Destin Seafood Festival, 2013 Event Funding DEPARTMENT: Tourist Development Department BCC DISTRICT: STATEMENT OF ISSUE: The Destin Seafood Festival was approved for various marketing activities outside the local area under the TDD’s special events and sponsorships funding program for the October 2013 event. Reimbursement was requested in September 2014, but could not be processed for two reasons. BACKGROUND: First, according to Section F.300 (4) of the TDD Manual, “The Okaloosa County tourist development logo and appropriate web links must appear prominently in Event marketing materials (written and/or electronic) supported by the Special Event and Sponsorship funding”. The radio ads mention “Emerald Coast Visitors Center” and the Emerald Coast logo is displayed commensurate with the event’s other supporters in print and online. The Finance office has denied payment in the amount of $9,285.50 for the Seafood Festival’s radio, television, and print inserts and related design work and website updates on the basis that the Emerald Coast logo is not prominently displayed. Logo prominence has not been previously questioned for any special event. Second, pursuant to Section F.300 (6) of the TDD Manual, special event and sponsorship funding is awarded on a value-based or results-based approach: “up to $10 per historically documented or anticipated room night.” However, Section F.400 (4) of the TDD Manual notes reimbursement is on a cost-based or efforts-based approach: “Invoices for pre-event marketing/attendance stimulation initiatives.” There is definitive marketing value in website exposure and the County has historically paid third-party vendors on a per-impression basis as part of the strategic marketing plan. A rate of $0.20 per impression has been consistently used to compensate special events for promoting the Emerald Coast in their online marketing (e.g. Emerald Coast Golf Tour, Emerald Coast Sports Camps, Emerald Coast Volleyball). Although the County has historically reimbursed special events for website impressions, the Finance office has denied payment in the amount of $9,609.80 for the Seafood Festival’s website impressions. The Tourist Development Council reviewed this reimbursement request and voted to recommend approval at its October 23, 2014 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve payment in the amount of $18,895.30 for radio, television, and print advertisements and related design work and website updates, as well as website impressions, for the 2013 Destin Seafood Festival. RECOMMENDED BY: APPROVED BY: John Hofstad, Interim County Administrator