Okaloosa County BOCC — Aug 29, 2013 — reading text

Regular Meeting Minutes AUGUST 29, 2013 • Leisure Travel Destination Decisions o Influences: Accommodations, Special Events, Unique Attractions, Reliable or Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Familiar Destinations, Budgets, Convenience o Considerations: Environment § Environment: Weather, Quality § Activities: Beach and Non-Beach § Family Friendly o Sources Used? § Online Resources dominate; Bing, Yahoo, Google, Kayak, Travelocity, Expedia, Orbitz, FaceBook, Yelp, Trip Advisor, Groupon, Living Social • 50% SDM, 70% LDM; using sites to select their destination • 60% of surveyed used the sites to plan accommodations, events/agenda • Continue providing printed materials; AAA o When are they traveling? § Over half travel to the beach during the Summer § Less than a fourth are likely to take a beach vacation in Shoulder Season (Spring or Fall) • Slightly more likely in Fall o Shoulder Season Visitation Prompts § Shoulder Season Nonpeak season (Spring and Fall) § Benefits: Cheaper, More Availability, Smaller Crowds § Considerations: Weather, Availability of Non-beach activities • Existing Perceptions of Okaloosa County o Nearly all say Florida when asked to name U.S. Beaches o Okaloosa County beaches mentioned more often than competitors § Stronger in shorter drive o Okaloosa County is most associated with “Emerald Coast” § Although Walton County and Pensacola stake a considerable claim o While Okaloosa County is beach most likely to visit, Walton County outpaces in attracting new visitors. Notes: Engage with consumers further away to expand reach; Continue to leverage familiarly with the current drive markets. • Potential Positioning for Okaloosa County o What is expected from a beach destination? § Delighters: Motivating, Not Expected § Desired: Motivating, Expected (Best Positioning Attributes) § Other: Not Motivating, Not Expected § Expecting: Not motivating, Expected o Emerald Coast’s Branding and Tagline § The Heart of the Emerald Coast: Good Branding Locator § Get a little sand in your soul Okaloosa County Tourist Development Department Page 8 Packet Pg. 9  1.a Regular Meeting Minutes AUGUST 29, 2013 • Key takeaways • Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Capitalize on Shoulder Season Travel; Benefits: Promote seasonal rates during shoulder season • Capitalize on Branding momentum already built and continue Commissioner Windes questioned whether Walton County was doing better because they are targeting consumers in a higher tax bracket. Mr. Mayer responded he did not believe so, but that it could be that there is a lot of brand confusion in what the “Emerald Coast” comprises. Mr. Peterson questioned whether, looking at the demographics, the income demographic was higher in the fall shoulder season than in the summer. Ms. Brown responded that she wasn’t positive and would have to look at her research, but she was 90% sure his assumption/statement was correct. Ms. Sharon Wade, public comment, mentioned she had a concern about the minimum income being used in the demographics. She stated $50,000 was reaching too low for the destination to sustain businesses in the area. She also mentioned there is an incredible Air Armament Museum with free admission in Valparaiso that would attract military and relatives during the fall season. Ms. Kim Flapper, Nautilus Condominiums, suggested a quarterly ideas session with the lodging partners. Mr. Lino Maldonado, Wyndham Vacation Rentals, stated he has experience on the TDC Council. He shared his disappointment in the progress of the firm so far. Mr. Maldonado stated he the firm could have garnered the information they needed more efficiently and expeditiously, if they would have queried people such as himself and his peers in local business. He went on to suggest he does not believe any more money should be spent on research or the area’s primary demographics. He stated he feels there is conflicting research and comments being presented. He shared concerns the company does not know the area or subject matter. He added, “We are the only area in this region that has experienced 3 to 4 months in red ink.” Mr. Martin Owen, Wyndham Vacation Rentals Marketing Director, has been in the tourism industry for 40 years. Mr. Owen stated the firm did not appear, during their presentation, to be excited about the area or what it offers. He commented on the amount of money the firm has spent on research. He expressed disappointment in the fact the firm did not reference him, as the local regional marketing director of the biggest managed rental company in the world. He concluded by saying he was, “Very worried that we’ve lost time.” Okaloosa County Tourist Development Department Page 9 Packet Pg. 10  1.a Regular Meeting Minutes AUGUST 29, 2013 Mr. Mike Minich, Southern Events Management, Inc., shared his concern about making a new logo/brand. Mr. Minich stated he served on the TDC for 4 years and understands Minutes Acceptance: Minutes of Aug 29, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale what the county processes are. He expressed concern over half of the budget going to a one week period. “Who decided that $525,000, [should be spent on a one week period?]” Mr. O’Byrne stated the amount of $345,000 for the 2012 – 2013 campaign and strategic marketing plan was approved by the then current TDC on January 24, 2013. The plan was approved by the county commissioners, which was fully vetted and approved, and has been a public document since. The $525,000 was approved by the TDC as part of the budget process on May 30, 2013 and is now being considered by the BoCC. Mr. Minich went on to say, “We certainly know what the county’s requirements are for their agenda items. Half of the marketing money is to be spent and the TDC doesn’t get to see it as a group. It’s going to be e-mailed out and you are going to send your comments in and who’s going to make the consensus. This board is supposed to meet as a body and decide and come to a consensus as to a recommendation.” Mr. Dan Martin, Pelican Beach Resort, started by saying he supports the previously shared opinions of those who went before him. He added his concern over the Christmas campaign. He suggests throwing out the Christmas campaign and focusing on Spring and Fall. Ms. Teresa Abraham, Destin resident, was concerned over the demographics being used. She spoke to the representatives of the marketing firm, stating she didn’t feel they knew ‘who we are.’ She stated the area’s demographics are families. She added that the firm is marketing to an impulse market, while she believes that most tourists to the area are repeats and plan up to a year in advance. She expressed concern over the firm comparing the Emerald Coast to places like New Orleans, saying this area is as completely opposite from New Orleans as you can get. She closed by saying money is being wasted, because the firm doesn’t know ‘who we are.’ She suggested the firm, ‘get to know who we are.’ Ms. Rebecca Sherry, Okaloosa Island Condo Alliance, showed some concern over the ads. She said she felt the people in the photos were too bundled up. The photos should come off as warm and inviting. Mr. Mayer made some corrections on figures provided by public comment. He also offered Ms. Sherry’s comments were true, but that these were mock-ups and the actual ads would not show individuals so bundled up. Ms. Toni Richardson, Best Western Sales and Marketing Director, stated she was on the committee that brought the firm on-board. She said she is not sorry that they were brought on board. She said, “Their presentation did excite the committee.” She added she believes there was a breakdown in communication that is causing such confusion and Okaloosa County Tourist Development Department Page 10 Packet Pg. 11  1.a Regular Meeting Minutes AUGUST 29, 2013 asked who