Okaloosa County BOCC — Sep 9, 2013 — reading text

the digital side. Okaloosa County Tourist Development Department Page 6 of 9 Packet Pg. 8  2.a Minutes Acceptance: Minutes of Sep 9, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson The committee agreed to move the target income up to $75,000. Mr. Mayer then reviewed the question of brand identification. He stated that testing of branding and taglines showed a definite confusion from visitors on what qualified as the Emerald Coast. Mr. Mayer suggested the use of “The Heart of the Emerald Coast: Destin, Fort Walton Beach, Okaloosa Island.” Among those queried, this identifier was the preferred method to solve the geographic challenge. He went on to say the wording “Identifies us as being the epicenter… the very heart and the best part.” He added the usage of the word heart brings to mind warmth and heat, life. Finally, he showed a slide with an image of the suggested branding. Commissioner Windes showed support for the idea and requested feedback from the public. Mr. Craul stated he liked the ‘heart part’ and he has seen other TDCs take advantage of the use of the Emerald Coast brand and geographical confusion of visitors. He concluded by suggesting the firm subtract the Okaloosa Island part. He stated it helped the logo esthetically, but many people don’t know what or where Okaloosa Island is. Mr. Martin liked the idea, also. He added that Okaloosa Island doesn’t come up in the top 100 listing for keywords associated with the area anyway. Ms. Richardson and Ms. Joyce agreed with the previous comments. An unidentified woman suggested the addition of a map identifying our location. Ms. Kempner mentioned the firm is exploring the map idea. Mr. Mayer requested the board approve the change in branding, minus the Okaloosa Island discussion. The board unanimously agreed with his request and asked the firm to move forward with the initiative. Ms. Kempner continued the meeting by stating the firm would like to know what time of the year the committee suggests the firm begin planning for each season. The firm plans on incorporating this information in the annual plan they will propose in three weeks. Shoulder Season Okaloosa County Tourist Development Department Page 7 of 9 Packet Pg. 9  2.a • Spring: Post Spring Break- Pre Memorial Day Minutes Acceptance: Minutes of Sep 9, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson § Runs from January to March • Fall (Post Labor Day-Thanksgiving) § Runs from June to August Summer (if needed) • Runs from March to May Snowbirds • Runs from June to August A Very Emerald Christmas • Runs from September to mid November Mr. Peterson and others on the committee agreed the firm should plan on working the summer campaign as well as the other season. He also stated that the lodging partners should be a part of the conversation about time frames for planning campaigns. The board entertained more discussion on a marketing committee, but did not take any action. Mr. O’Byrne discussed the marketing plan budget and asked the board to approve the development and presentation of one annual plan that encompasses all the seasons, versus five plans. The board agreed to one consolidated plan. The Peter Mayer firm will propose one at the next meeting. The firm also stated there is BP money they would like to include in their proposal, which must be spent by April 1. The funding equals between $900K and $1M in advertising funds. III. Schedule next TDC Meeting (Dale Peterson / Dan O’Byrne) a. Tentatively scheduled for Tuesday, October 1, 2013, 2:00 pm, Emerald Coast Convention Center. Dan O’Byrne to advise. IV. Public Comment a. Rebecca Sherry, Condo Alliance, invited everyone allowable under the Sunshine Law to attend their next meeting at 5:30pm on October 9th, at Seaspray Condos, 1530 Miracle Strip Parkway. Mr. Ben Anderson will be at the guest speaker. Okaloosa County Tourist Development Department Page 8 of 9 Packet Pg. 10  2.a Minutes Acceptance: Minutes of Sep 9, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson She also requested to be returned to TDC e-mailing listing, as she has done several times in the past. Lastly, she requested that all slides be posted on the website before each meeting. V. Adjourn Mr. Peterson adjourned the meeting at 4:45 pm. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Gossom AYES: Empson, Rigdon, Windes, Peterson, Foreman (Dixon), Joyce APPROVED: APPROVED: By:____________________________ By:________________________________ Name:_________________________ Name: Daniel O’Byrne Title:__________________________ Title: Director, Tourist Development Dept. Date:__________________________ Date:______________________________ Okaloosa County Tourist Development Department Page 9 of 9 Packet Pg. 11  3.a Tourist Development Council Meeting: 10/24/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2192) DOC ID: 2192 Tax Receipt Updated: 10/21/2013 5:31 PM by Aida Wilkinson Page 1 Packet Pg. 12  3.a.1 Okaloosa County Attachment: Aug-Report-FY 12-13 (2192 : Tax Receipt, STR and Expenditures Reports) Florida Tourist Development Tax August Tax Revenue Report Fiscal Year 2012-2013 Don Howard Prepared by Clerk of Circuit Court Patsy Willbanks TD Tax Auditor Packet Pg. 13  3.a.1 Attachment: Aug-Report-FY 12-13 (2192 : Tax Receipt, STR and Expenditures Reports) 2% Tax Revenue Comparison FY 2012-2013 Aug 2013 FY FY FY % (+/-) FY % (+/-) Cum (+/-) Month 2010 2011 2012 2011-2012 2013 2012-2013 2012-2013 October $208,977.36 $208,664.14 $239,263.06 14.49% $243,636.58 1.83% 1.83% November $84,281.68 $85,578.86 $95,804.36 11.95% $103,842.78 8.39% 3.70% December $94,062.88 $87,168.92 $115,837.94 32.89% $115,399.32 -0.38% 2.66% January $114,386.58 $102,709.90 $118,848.02 15.71% $119,598.16 0.63% 2.23% February $150,589.56 $146,196.00 $175,045.62 19.73% $158,315.82 -9.56% * -0.54% March $290,908.68 $307,516.00 $411,221.10 33.72% $447,446.44 8.81% 2.79% April $311,611.22 $338,990.46 $394,985.04 16.52% $362,385.64 -8.25% -0.02% May $382,012.94 $431,609.94 $518,789.68 20.20% $505,842.80 -2.50% -0.64% June $692,390.26 $916,273.72 $1,102,176.50 20.29% $1,118,890.32 1.52% 0.11% July $593,200.98 $1,099,882.80 $1,102,020.72 0.19% $1,159,058.66 5.18% 1.41% August $302,546.20 $490,081.96 $568,563.58