Okaloosa County Tourist Development Council — Jul 25, 2013 — reading text

Tourist Development Council 1540 Miracle Strip Parkway Fort Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Agenda ~ Thursday, August 29, 2013 2:00 PM Emerald Coast Convention Center Council Members and Staff Dale E. Peterson Chairman – Owner, Dale E. Peterson Vacations Thomas Rice Vice-Chairman – Owner, Magnolia Grill Restaurant Daniel Empson Owner, Harry T's Lighthouse Restaurant Thom Gossom Owner, Best Gurl, Inc. - Mktg & Comm. Firm Joe Guidry Manager, Ramada Plaza Beach & RV Resorts Rachel Joyce General Manager, Hampton Inn Honorable Kelly Windes Commissioner District 5 Honorable Tuffy Dixon City of Destin Representative Honorable Charles Rigdon City of FWB Representative Daniel O'Byrne Director, Tourist Development Department, Okaloosa County Lynn Hoshihara TDD Attorney Greg Stewart TDD Attorney Pledge of Allegiance and Welcome (Dale Peterson - Chairman) I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson - Chairman) a. Tourist Development Council - Regular Meeting - Jul 25, 2013 2:00 PM II. Peter Mayer Advertising Update / Go Forward Strategy Workshop (Peter Mayer Advertising) III. Schedule September TDC Meeting (Dan O'Byrne) a. Thursday September 26, 2013, 2:00 p.m. Emerald Coast Convention Center IV. Public Input a. General (3 minutes each) V. Adjourn Tourist Development Council Page 1 Printed 8/27/2013  1.a Okaloosa County Tourist Development Department Minutes Acceptance: Minutes of Jul 25, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, July 25, 2013 2:00 PM Emerald Coast Convention Center Tourist Development Committee Members Attendee Name Title Status Arrived Departed Dale E. Peterson Chairman Present - - Thomas Rice Vice-Chairman Present - - Rachel Joyce Present - - Daniel Empson Present - - Thom Gossom Present - - Joe Guidry Present - - Tuffy Dixon Destin Councilman Present - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Absent - - Daniel O'Byrne Director Present - - Lynn Hoshihara TDD Attorney Present - - Kristi Bucksbarg Peter Mayer Advertising Present - - & Ellen Kempner I. Pledge of Allegiance & Welcome (Dale Peterson) Mr. Rice brought the meeting to order at 2:01 pm with the Pledge of Allegiance. Mr. Rice introduced Ms. Rachel Joyce, the TDC’s newest member. She is the general manager of the Okaloosa Island Hampton Inn. She has been there for the last 8 years and is from the area. She has completed her initial orientation and is excited to be on the committee. II. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson) Motion to Approve May 30, 2013 Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Rigdon AYES: Empson, Guidry, Gossom, Peterson, Dixon, Joyce III. Consider additional proposed updates to the Okaloosa County Tourist Development Plan (Dan O’Byrne/Lynn Hoshihara) Mr. O’Byrne reviewed the updates approved at the last TDC meeting. He requested the TDC approve updates made to the plan, which he specified were primarily stylistic and Okaloosa County Tourist Development Department Page 1 Packet Pg. 2  1.a Regular Meeting Minutes JULY 25, 2013 Minutes Acceptance: Minutes of Jul 25, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson not a change in content. The only changes in content were to specify beach and related activities are locked into the 1st Penny and the 3rd Penny is specific to indoor facilities, such as the convention and welcome centers. Motion to Approve Changes to Okaloosa County Tourist Development Plan and Recommend Approval by County Commission RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Dixon SECONDER: Rigdon AYES: Rice, Empson, Gossom, Guidry, Peterson, Joyce IV. Review Month End May Tax Receipts and June 30th YTD TDD Expenditures by Penny (Dan O’Byrne) Mr. O’Byrne reminded the council of the responsibility to review tax expenditures quarterly. Mr. O’Byrne stated that bed tax collections for the first seven months have been relatively flat, as some may have read in the newspaper. He specified that it’s less than 1% flat. Mr. O’Byrne continued by reviewing the budget, line-by-line. Mr. O’Byrne also discussed the marketing plan budget for the council and public review. He also provided a breakdown of the cost of each advertising project and Peter Mayer Advertising line item. Mr. Peterson and other council members agreed there was a need for a more in-depth briefing to better understand the marketing firm’s procedures, pricing, and seasonal campaigns. Ms. Hoshihara advised the council if they just want a better understanding a workshop could be held. If the council is interested in another layer of review, they would be required to appeal to the board for a change in policy. Her recommendation was to conduct a marketing workshop with the Peter A. Mayer Advertising firm, TDC committee and Mr. Ernie Padgett, County Administrator. Mr. Peterson requested Mr. O’Byrne and the staff schedule the workshop for the council, potentially before the August TDC meeting. Mr. Guidry queried Mr. O’Byrne on the payment of funds, in the amount of $14k, on the pending Wedding Guide. Mr. Guidry showed concern that $14,000 has been paid on a product that neither the council nor Mr. O’Byrne’s office has received, which cost $22,000 in total. Ms. Ellen Kempner, Vice President and Management Supervisor of Peter A. Mayer Advertising in New Orleans, explained the firm’s progress on bills for time spent on the Okaloosa County Tourist Development Department Page 2 Packet Pg. 3  1.a Regular Meeting Minutes JULY 25, 2013 Minutes Acceptance: Minutes of Jul 25, 2013 3:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson product. She went on to say the guide would be sent to the printer shortly and will be delivered to Mr. O’Byrne’s office and distributed. Mr. Guidry expressed concern over the task orders being placed without the council’s knowledge and how they are to know whether they are filled adequately. Mr. O’Byrne explained that task orders are robustly reviewed by the Clerk’s office before they are paid. Mr. Peterson underscored the request for not just objective strategies and tactics, but to view more tangible products, such as what the public sees of the campaigns. Mr. O’Byrne and his staff will follow up the conversation with a marketing workshop to better educate and inform the council on the firm’s process and plans. Motion to Approve Month End May Tax Receipts and June 30th YTD TDD Expenditures by Penny RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Dixon AYES: Empson, Gossom, Guidry, Peterson, Joyce, Rigdon V. TDD Capital Plan Updates by Division a. Beach Restoration (Jim Trifilio) Mr. Trifilio, Okaloosa County Costal manager, discussed sand fencing, signage, and the planting of sea oats as well as other species. He also reviewed the public works funded project of three undeveloped access ways. He also spoke about the property next to the convention center that has suffered chronic erosion which has been identified for a Living Shoreline project. The use of oyster shells to create a shelf is a potential, but this is all conceptual at this point. This