Okaloosa County BOCC — August 12, 2014 — reading text

Regional Beaches International Airport (VPS) International Airport (PNS) Airport (ECP) Airline Cost per Enplaned Passenger $4.63 $6.71 $7.86 Debt Per Enplaned Passenger $55.44 $103.89 $98.51 Bond Debt Service Coverage Ratio 2.64 0.00 (1) 1.62 Non-airline revenue per sq. ft. terminal $63.51 $57.91 $80.35 Non-airline revenue per enplanement $20.54 $16.70 $16.85 Enplaned passengers per employee 11,333:1 (2) 7,563:1 12,462:1 (1) No GARB (Bond) Debt (2) Okaloosa County Department of Aviation has 36 vis-à-vis 55 & 61 employees and manages a system of three airports Source: Public Finance Management , Inc. Presentation to S&P for Bond Rating 13 Packet Pg. 57  CY 13 Benchmarks $120.00 44 to 46% lower $100.00 9% Higher (ECP), 20% Lover (PNS) $80.00 $60.00 $40.00 22 to 23 % higher 31 to 41 % lower $20.00 2-22 % higher $0.00 Cost per Debt Per Debt Service Non-airline Non-airline Enplaned Enplaned Coverage revenue per revenue per Passenger Passenger Ratio sq. ft. terminal enplanement VPS $4.63 $55.44 $2.64 $63.51 $20.54 ECP $6.71 $103.89 0 $57.91 $16.70 PNS $7.86 $98.51 $1.62 $80.35 $16.85 14 Packet Pg. 58  Airline Derived Revenue CY2013 100% 90% 75% 80% 66% 70% 60% 53% 47% 50% 40% 34% 25% 30% 20% 10% 0% PNS ECP VPS Airline Revenues Non-Airline Revenues 15 Packet Pg. 59  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 12, 2014 TO: Honorable Chairman and Members of the Board FROM: Ernie Padgett, County Administrator SUBJECT: Tourist Development Department The attached documents provide the Program Based Budget for the Tourist Development Department. Packet Pg. 60  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT PROGRAM DESCRIPTION: Okaloosa Tourist Development is responsible for a unified marketing strategy and visitor service program that promotes awareness of the Emerald Coast as a tourist destination to increase overall visitation and lodging facility occupancy in the southern Okaloosa County areas of Destin, Fort Walton Beach, Okaloosa Island, Mary Esther, and Cinco Bayou. REVENUE: Tourist Development is funded by the Tourist Development Trust Fund, specifically the 2nd and 5th cents of the Tourist Development Tax on short term rentals. EXPENDITURES: Expenditures Budget FY12 FY13 FY14 FY15 Category Actual $ Actual $ Original $ Approved $ Personal Services 520,838 591,854 529,394 554,218 Operating Expenses 3,398,214 4,014,426 3,216,138 3,931,473 Capital Outlay 47,445 53,313 4,000 44,000 Grants & Aids 7,500 526,135 551,536 519,972 Transfers Out 0 0 551,536 519,972 Reserves 0 0 6,067,396 6,095,365 Total 3,973,997 5,185,728 10,920,000 11,665,000 HISTORICAL STAFFING SUMMARY: Category FY12 FY13 FY14 FY15 Full-time 8 8 7 7 Part-Time 2 2 2 4 Total 10 10 9 11 Packet Pg. 61 MAJOR ACCOMPLISHMENTS LAST YEAR:  Launched a new Let’s Go #Emerald Coasting campaign to showcase the destination’s active, varied, and unpretentious atmosphere.  Updated the Emerald Coast leisure website (www.emeraldcoastfl.com) with the new campaign theme and added user-friendly navigation icons on the site.  Launched an Instagram campaign.  Produced two new television commercials, one feature families and one featuring couples  Produced four new, seasonal radio commercials.  Received several advertising awards: Reader’s Choice Award for Best Meeting Place in the South, Emerald Coast Convention Center Trip Advisor named the Emerald Coast one of the “Top Ten Destinations on the Rise” FlipKey recognized Destin in the “Top 10 Best Gulf Beaches” Gold Addy for the 2013-14 Emerald Coast Visitors Guide Cover Silver Addy for the entire Emerald Coast Visitors Guide Silver Addy for the Emerald Coast Visitors Guide Dining 2-page editorial section PROGRAM GOAL: Conduct proactive and productive sales, marketing, advertising, public relations, communications, and social networking initiatives to enhance economic growth for the area through increased visitation and tourism. KEY OBJECTIVES: 1. Increase the monthly bed tax collections revenue and monthly lodging occupancy percentages each month over previous years. 2. Regain market share. 3. Increase sales leads and actual bookings by aggressively soliciting and marketing the SMERF (Social, Military, Educational, Religious, and Fraternal), Motor Coach, Family Reunion, Association, and Government organizations. Packet Pg. 62 PERFORMANCE MEASURES: Actual Estimated Adopted Performance Measures FY12/13 FY13/14 FY14/15 Booked Groups 224 271 298 Output Number of Trade Shows Attended by Sales Staff 24 25 25 Number Sales Missions and FAMS 4 8 8 Annual Tourist Development Tax Revenues $13.5M $13.3M $13.4M Effectiveness Social Media Fans/Followers – Facebook N/A 453,000 500,000 Social Media Fans/Followers – Twitter N/A 4,900 5,900 Social Media Fans/Followers – Pinterest N/A 470 750 Social Media Fans/Followers – Instagram N/A 232 750 Operations N/A N/A 35% Reserves Beach Restoration N/A N/A $2.0M Promotional Activities N/A N/A 261% Packet Pg. 63  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT - BEACHES & PARKS PROGRAM DESCRIPTION: Maintenance, restoration, and improvements of beaches and beach facilities; maintenance and improvements of waterfront parks within the taxing district; and support for an artificial reef program and ecotourism opportunities. REVENUE: Beaches and parks maintenance and improvements are funded by the Tourist Development Trust Fund, specifically the 1st cent of the Tourist Development Tax on short term rentals, as well as by a special assessment of certain properties. EXPENDITURES: Expenditures Budget FY12 FY13 FY14 FY15 Category Actual $ Actual $ Original $ Approved $ Personal Services 77,363 0 146,419 141,937 Operating Expenses 230,735 312,711 901,866 474,757 Capital Outlay 0 0 1,650,000 2,000,000 Grants & Aids 0 6,395,000 15,000 438,530 Transfer Out 0 1,227,572 804,193 1,677,887 Reserves 0 0 6,852,522 5,382,889 Total 308,098 7,935,283 10,370,000 10,116,000 HISTORICAL STAFFING SUMMARY: Category FY12 FY13 FY14 FY15 Full-time 1 1 2 2 Part-Time 0 0 0 0 Relief 0 0 0 0 Total 1 1 2 2 Packet Pg. 64 MAJOR ACCOMPLISHMENTS LAST YEAR:  Began environmental permitting for Veterans Park Baywalk project.  Began Phase II, upland environmental permitting for Veterans Park.  Continued design and