Okaloosa County BOCC — October 23, 2014 — VI.k.Destin Seafood 2013 pymt — reading text

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: October 23, 2014 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: Destin Seafood Festival, 2013 Event Funding Background The Destin Seafood Festival was awarded $19,166 on August 2, 2013 for various marketing activities outside the local area under the TDD’s special events and sponsorships funding program for the October 2013 event. Discussion 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. The Clerk’s 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. 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 Clerk’s Finance office has denied payment in the amount of $9,609.80 for the Seafood Festival’s website impressions. The Special Event and Sponsorship Funding guidelines are being revised, among other considerations, to address the inherent policy contradiction between the basis of awarding funding and the basis of payment/reimbursement as well as marketing activities that do not involve payment to third-party vendors. TDC Recommendation to BCC 1) Recommend approval of payment in the amount of $9,285.50 for radio, television, and print insert advertisements and related design work and website updates for the 2013 Destin Seafood Festival. 2) Recommend approval of payment in the amount of $9,609.80 for website impressions for the 2013 Destin Seafood Festival. Screen shot of Emerald Coast logo moving across the bottom of the TV ad.