Okaloosa County BOCC — March 26, 2015 — Agenda Packet — reading text

11  2.f.a Upcoming Initiatives Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing 100 Days of #EmeraldCoasting • Encourage user-generated content • Feature one #EmeraldCoasting landmark a day for 100 days • Correlates to county’s 100th anniversary • Include specific effort around Tourism Week Packet Pg. 37 TDC Meeting 3.26.15 12  TDC Meeting 3.26.15 Thank You 2.f.a Packet Pg. 38 Attachment: II.f. Marketing_Presentation_TDC_Meeting_032713_PM (4011 : Marketing 13  2.g Tourist Development Council Meeting: 03/26/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4012) DOC ID: 4012 FWC FY15-16 Artificial Reef Construction Grant Application Updated: 3/23/2015 1:01 PM by Aida Wilkinson Page 1 Packet Pg. 39  2.g.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: March 26, 2015 TO: Tourist Development Council Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application) FROM: Ed Schroeder, Tourist Development Department Director Jim Trifilio, Coastal Management Coordinator SUBJECT: FWC FY15-16 Artificial Reef Construction Grant STATEMENT OF ISSUE: Advising the TDC of the submission of an application in the amount of $60,000 for the 2015-2016 Florida Fish and Wildlife Conservation Commission (FWC) Artificial Reef Construction Grant. BACKGROUND: An estimated $600,000 has been allocated for fiscal year 2015-2016 for the construction and monitoring of artificial reefs, with each grant award capped at $60,000 and no matching funds required. The County has determined that constructing artificial reefs will promote tourism by offering diving, snorkeling, and fishing activities. If the County is awarded this grant, the funds will be used to create public, artificial reefs within State waters in Fish Haven 13. Applications were due March 20. This item was presented to the BCC for approval at its March 17 meeting. Note: due to document size, attachments are not included but can be viewed at the Tourist Development office. OPTIONS: N/A RECOMMENDATION TO BCC: N/A; for informational purposes only. Packet Pg. 40  2.g.a Packet Pg. 41 Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application)  2.g.a Packet Pg. 42 Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application)  2.g.a Packet Pg. 43 Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application)  2.g.a Packet Pg. 44 Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application)  2.g.a Packet Pg. 45 Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application)  2.g.a Packet Pg. 46 Attachment: II.g. FWC FY15-16 Reef Grant Application (4012 : FWC FY15-16 Artificial Reef Construction Grant Application)  3.h Tourist Development Council Meeting: 03/26/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4013) DOC ID: 4013 Forbes Article – Tourism Impact Updated: 3/23/2015 1:05 PM by Aida Wilkinson Page 1 Packet Pg. 47  3.h.a Attachment: III.h. Forbes Article - Tourism Impact (4013 : Forbes Article ? Tourism Impact) Andrew Levine Contributor I write about marketing places. CMO NETWORK 3/19/2015 @ 12:29PM 134 views Why Tourism Advertising is More Powerful Than You Think I’ve known Bill Siegel for a long time. He and his firm Longwoods International have been tracking the performance of the advertising campaigns of countries, states and cities for over 25 years. So when he called me up and said, “Can we get together? I’ve got some really interesting numbers to share with you,” I readily agreed. Bill had a simple question he wanted to answer: Is there a halo effect generated by tourism advertising? Yes, we can survey consumers and directly see how a state or city’s advertising campaign works in influencing perceptions of a destination’s tourism product and ultimately in motivating travel. But are there other benefits in boosting the community’s overall image with the same audience? North Dakota is a case in point. For the past decade, the state’s “Legendary” campaign has been a successful branding statement connecting the state to potential travelers in an emotional and authentic manner. The most recent ROI research shows that North Dakota’s Packet Pg. 48  3.h.a U.S. campaign generated over $100 in visitor spending for every dollar spent on advertising. Attachment: III.h. Forbes Article - Tourism Impact (4013 : Forbes Article ? Tourism Impact) North Dakota’s “Legendary” advertising campaign kicked-off in 2005. But here’s where it gets even more interesting. Are the same viewers more positive to North Dakota as: • A place to live? Yes, up 41%. • A place to start a career? Yes, up 100%. • A place to start a business? Yes, up 75%. • A place to attend college? Yes, up 87%. • A place to purchase a second home? Yes, up 113% • A place to retire? Yes, up 75%. Tourism advertising helped boost the state’s image in unexpected ways. Longwoods asked the same six questions in assessing the impact of advertising campaigns for a number of other states, including North Carolina, Michigan, Minnesota, Ohio, and Wisconsin. The findings couldn’t have been more consistent. In each and every case, effective tourism advertising had the same impact, improving consumer perceptions of each state in accidental yet positive ways. And while tourism marketing has been shown to generate significant economic impact by driving visitation, these results demonstrate the potential long-term benefits for broader economic development. Edward Thorndike, an early educational psychologist, first coined the term “the halo effect” in a 1920 article titled “A Constant Error in Psychological Ratings.” Thorndike asked two commanding officers to evaluate Packet Pg. 49  3.h.a their soldiers in terms of physical qualities (neatness, voice, physique, bearing, and energy) and personal qualities (including dependability, loyalty, responsibility, selflessness, and cooperation). He found that if an officer liked one aspect of the soldier, he tended to have a positive predisposition toward everything about him. Attachment: III.h. Forbes Article - Tourism Impact (4013 : Forbes Article ? Tourism Impact) Nearly one hundred years later, the same can now be said of tourism advertising. We’ve known for a long time that effective tourism advertising campaigns build positive feelings toward a travel experience and inspire travel. But thanks to Bill Siegel and the Longwoods team, we now know that the same campaigns have other benefits that elevate impressions of a destination in an unintended yet positive manner. Packet Pg. 50  3.i Tourist Development Council Meeting: 03/26/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4015) DOC ID: 4015 Okaloosa Tax