Okaloosa County BOCC — August 8, 2013 — Tourist Development — reading text

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 and servicing program that helps to increase economic growth activity through tourism on behalf of the South Okaloosa County areas of Destin, Fort Walton Beach, Okaloosa Island, Mary Esther, and Cinco Bayou. The TDD’s top priority is to help increase the overall lodging occupancy levels. REVENUE: Tourist Development is funded within the Tourist Development Trust Fund. Supporting revenue is Tourist Development Taxes (2nd and 5th cents) short term rental occupancy tax. EXPENDITURES: Expenditures Budget FY11 FY12 FY13 FY14 Category Actual $ Actual $ Original $ Approved $ Personal Services 570,269 520,838 600,107 533,699 Operating Expenses 2,578,205 3,398,214 2,914,847 3,278,307 Capital Outlay 28,602 47,445 530,500 529,000 Grants & Aids 14,000 7,500 15,000 544,279 Transfers Out 0 0 428,126 529,279 Reserves 0 0 3,966,420 5,505,436 Total 3,191,076 3,973,997 8,455,000 10,920,000 HISTORICAL STAFFING SUMMARY: Category FY11 FY12 FY13 FY14 Full-time 9 9 9 8 Part-Time 2 2 2 2 Relief 0 0 0 0 Total 11 11 11 10 MAJOR ACCOMPLISHMENTS LAST YEAR:  The Average Daily Lodging Rate for 2013 was $111.89 compared to $109.83 during the same period in the previous year.  The Average Lodging Occupancy rate for 2013 was 51.5% compared to $51.6% for the same period in the previous year.  The average Revenue Per Available Room for 2013 was $57.61compared to $56.69 for the same period in the previous year.  The Tourist Development Tax revenue year to date through April 2013 increased 3% compared from the previous fiscal year.  Udated the Emerald Coast website at www.emeraldcoastfl.com, adding a separate website for CVB Sales and Group Business at www.myemeraldcoastevent.com in addition to the Convention Center and Film Commission websites.  Designed and implemented the 2013 award-winning Visitors Guide in print and online.  Utilized social media and networking tools to inform and attract visitors. These tools include Facebook, Twitter, YouTube, Pinterest and Instagram.  Continued digital and viral marketing promotions with good results.  The new partnership with Denure Bus Tours in Canada has featured our destination as an ongoing planned tour bus itinerary during the 2013/2014 winter and spring seasons.  Increased funding to help special events coordinators advertise outside our destination to produce positive economic impact and increase overall occupancy percentages. PROGRAM GOAL: To conduct proactive and productive sales, marketing, advertising, public relations, communications, and social networking initiatives for the taxing district 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. Provide quality beach improvements, facilities, landscaping and maintenance to enhance the environmental visitor experience for guests and local residents. 3. Increase CVB 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. PERFORMANCE MEASURES: Actual Estimated Adopted Performance Measures FY11/12 FY12/13 FY13/14 Booked Groups 294 246 271 Number of Trade Shows 32 35 25 Number Sales Missions and FAMS 5 6 8  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT DUNE-BEACH NOURISHMENT PROGRAM DESCRIPTION: Beach restoration and monitoring of approximately nine and one-half miles for county beaches to include the beaches located within the city limits of the City of Destin. REVENUE: Tourist Development is funded within the Tourist Development Trust Fund. Supporting revenue is Tourist Development Taxes (1st cent) short term rental occupancy tax and special assessment of properties. EXPENDITURES: Expenditures Budget FY11 FY12 FY13 FY14 Category Actual $ Actual $ Original $ Approved $ Personal Services 77,483 77,363 76,760 144,162 Operating Expenses 129,930 230,735 1,234,600 901,866 Capital Outlay 0 0 1,550,439 1,625,000 Transfer Out 0 0 85,524 1,087,009 Reserves 0 0 6,619,910 6,611,963 Total 207,413 308,098 9,567,233 10,370,000 HISTORICAL STAFFING SUMMARY: Category FY11 FY12 FY13 FY14 Full-time 1 1 1 2 Part-Time 0 0 0 0 Relief 0 0 0 0 Total 1 1 1 2 MAJOR ACCOMPLISHMENTS LAST YEAR:  Continued monitoring and protection of sea turtles through the turtle watch program.  Continued maintenance cleaning of Okaloosa County and City of Destin beaches.  Completed construction of the Western Destin Beach Restoration Project.  Completed construction of the Okaloosa Island Dune Flora Restoration and Beach Access Enhancement Project.  Continued pursuit of a Federal Shore Protection Program.  Continued pursuit of Federal funding for the dredging of East Pass Inlet.  Work continued on the federally funded Section 204/Regional Sediment Management Study for Okaloosa County.  Aided other County Departments in pursuing passage of the Restore Act.  Worked with Walton County to develop a watershed based approach in requesting Restore Act funding.  Began conceptual work on developing the 3 undeveloped beach access ways on Okaloosa Island.  Began conceptual work on the living shorelines project for Veteran’s Park in Okaloosa County.  Assisted the City of Destin in the emergency dredging of Destin Harbor.  Established beach recycling program for all Destin and Okaloosa Island beaches. PROGRAM GOAL: Continue monitoring of the Western Destin Beach Restoration Project and seek long term beach restoration and a Federal funding partner through the Federal Shore Protection Program. Enhance and protect the Okaloosa County and City of Destin beaches through beach restoration and cleaning activities and sea turtle monitoring. KEY OBJECTIVES: 1. Secure Congressional/US Army Corp of Engineers funding for Feasibility Study phase of the Federal Shore Protection Project. 2. Secure Federal funding for the dredging of East Pass Inlet. 3. Keep beaches clean from trash and other debris. 4. Protect nesting sea turtles. 5. Verify the annual beach restoration project assessment roll, containing a summary description of each parcel of real property within the unit, the name and address of the owner of each such parcel and the assessment authorized by ordinance against each parcel. 6. Begin construction of beach access ways on Okaloosa Island PERFORMANCE MEASURES: Actual Estimated Adopted Performance Measures FY11/12 FY12/13 FY13/14 Continue monitoring of Western Destin Project N/A Ongoing Ongoing Adopt Annual Assessment by Resolution Ongoing Approve Assessment Roll Ongoing Continue Turtle Watch Program Ongoing Continue Cleaning of Beaches Ongoing Continue pursuit of a Federal Shore Protection Project Ongoing Continue attempt to secure funding for East Pass Inlet Ongoing dredging Assist City of Destin in Norriego Point t-groin wall 1 construction Construct 1st beach access way on Okaloosa Island 1 Finalize conceptual work on living shorelines project 1