Okaloosa County BOCC — Sep 9, 2013 — reading text

Tourist Development Council 1540 Miracle Strip Parkway Fort Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Agenda ~ Thursday, October 24, 2013 2:00 PM Emerald Coast Convention Center Council Members & 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 Okaloosa County Board of Commissioners – Liaison 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. Public Comments Related to Current Agenda (Dale Peterson - Chairman) II. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson - Chairman) a. Tourist Development Council - Regular Meeting - Sep 9, 2013 2:00 PM III. Review Month End August Tax Receipts, Month End September STR Report, and September 30th Draft Year-End TDD Expenditures by Penny (Dan O’Byrne) a. Tax Receipt IV. Review Draft Year-End Emerald Coast Convention Center Operating Revenues (Bill Leaman) a. Operating Revenues V. Review 2013 -2014 Strategic Marketing Plan per TDC Bylaws, and consider recommending same to the BoCC for final approval in the form of a resolution (Peter Mayer Advertising) a. Strategic Marketing Plan Tourist Development Council Page 1 Printed 10/23/2013 Regular Meeting Agenda October 24, 2013 VI. Review separate Marketing Plan for the redeployment of Recovered BP Funds & consider recommending same to the BoCC for approval in the form of a resolution (Peter Mayer Advertising) a. Plan for Recovered BP Funds VII. New Business a. Request consideration of Beach Response Vehicle Funding (similar to 1999 action) by Chief Robert Tilley, Okaloosa Island Fire District VIII. Schedule Quarterly TDC Meeting (Dale Peterson - Chairman) a. Thursday January 30, 2014, 2:00 p.m. Emerald Coast Convention Center IX. Public Comment a. General (3 minutes each) X. Adjourn Tourist Development Council Page 2 Printed 10/23/2013  2.a Okaloosa County Tourist Development Department Minutes Acceptance: Minutes of Sep 9, 2013 2:00 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 ~ Monday, September 9, 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 Absent - - Tuffy Dixon Destin Councilman Absent - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Present - - Daniel O'Byrne Director Present - - Greg Stewart & Absent - - TDD Attorney Lynn Hoshihara Mr. Mark Mayer Michelle Clarke & Peter Mayer Advertising Present - - Ellen Kempner Tonya Landry Mr. Peterson called the meeting to order at 2:00 pm with the Pledge of Allegiance. He began the meeting by introducing Mr. Ben Anderson, Okaloosa County Tax Collector. Mr. Anderson explained the Tax Collector’s office will be responsible for collecting tourist development taxes beginning Oct. 1st and introduced his staff. Mr. Anderson stated the transition has run very smoothly, and that he and his staff will do everything they can to ensure stakeholders are kept informed. Mr. Peterson continued the meeting by introducing Mr. Jim Foreman from the Destin City Council. Mr. Foreman is in attendance at the City of Destin’s request and voting in Mr. Dixon’s absence. I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson- Chairman) Motion to Approve, August 29, 2013 TDC Meeting Minutes Okaloosa County Tourist Development Department Page 1 of 9 Packet Pg. 3  2.a Minutes Acceptance: Minutes of Sep 9, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rigdon SECONDER: Rice AYES: Empson, Gossom, Windes, Peterson, Foreman (Dixon), Joyce II. Consider Peter Mayer Advertising Initiatives / Go Forward Strategy (Peter Mayer Advertising) Mr. Dan Martin, Pelican Beach Resort Management, Inc., Assistant General Manager/ Sales and Marketing Director, was asked to provide his input on the Peter Mayer marketing campaign, because he was previously unavailable to do so. Mr. Martin stated he reviewed the “Very Emerald Christmas” campaign, options one and two, and he is completely against the campaign. Mr. Martin started by stating he is concerned about the way data is being compiled and the way the campaign is being carried out. Mr. Martin also shared he has concerns about the county commission and their involvement in the process. He stated the BCC selected the firm without input from those in the industry. He felt the selection of the firm was a poor choice and not done with consideration from those in the county’s tourist industry. Mr. Martin went on to recommend the establishment of a marketing committee, based on the top tax collection earners. He believes if a committee was established, they should be tasked to review & update marketing plans quarterly. a. A Very Emerald Christmas Campaign – 2013 Mr. Mayer began by showing the Emerald Coast average occupancy rate by month, as well as average RevPar per month. The illustration showed rates peak in March through August, and decline drastically in the fall and winter months. Ms. Clarke spoke more about the firm’s proposed campaign targeted for Sep. 26 through Dec. 15. • Emerald Coast Holiday Light exhibition: Lighting of 20 boats along Destin Harbor every weekend in December • Light Display in Fort Walton Beach and at the Armament Museum • A Very Emerald Christmas Culinary Experience - Restaurant Month - $15 and $30 meal price points - Cooking Demonstrations • A Very Emerald Christmas Sand Sculpture Spectacular- Life size sculptures Okaloosa County Tourist Development Department Page 2 of 9 Packet Pg. 4  2.a • A Very Emerald Christmas Shopping Experience Minutes Acceptance: Minutes of Sep 9, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson Ms. Clarke provided a breakdown of the budget for each individual event, which totaled $40,000. She also showed the proposed calendar of events. Ms. Landry continued by briefing about the media plan involved in the Very Emerald Christmas campaign. She explained that a visual multimedia mix would provide the best results using television, regional magazines, and online mediums; which extends the target market. She went on to explain the television markets and mediums suggested for targeting. She continued by discussing online tactics for marketing the season. Ms. Landry then provided the committee with two advertising plan options. Option 1: Cost: $525,510 • Television and cable (5 weeks) • Regional magazines (16+ feeder markets) • Geo and behaviorally targeted web banners • Trip Advisor, TravelZoo