Okaloosa County BOCC — January 22, 2015 — Agenda Packet — reading text

month featured how to help with the upcoming season concerning marketing. The consensus was to modify the target market plan to reach a bigger volume of targeted audience by changing the median household income from 75K to 150K. Sonya Landry explained the online market is by far most profitable because of the audience reached. There is a 40% online audience, 25% print audience, 24% television audience and 11% radio ad ratio. Online advertising is up 33%. Within the television and radio audience, the most likely success would be in national cable advertising. They are moving forward to place ads with the Travel Channel and Weather Channel, instead of the Cooking Channel and Weather Channel. The agency proposed using $68K from already budgeted Leisure plan funds, and an additional $37K from reserves to keep impression levels flat with the revised target audience. Martin Owen recommended advertising for the shoulder seasons (spring and fall). Online and broadcast ads represent 75% of the media plan. Print publications represent some of highest composition of households over $150K. Okaloosa County Tourist Development Department Page 3 of 6 November 20, 2014 Packet Pg. 5  1.a Charlotte Dunworth confirmed that the additional $37K would come from 5th penny reserves. Motion to Approve Spending $68K from FY14/15 Funds and $37K from 5th Penny Reserves for Additional Advertising RESULT: MOTION APPROVED Minutes Acceptance: Minutes of Nov 20, 2014 2:00 PM (Items for TDC Approval/Recommendation) MOVER: Owen SECONDER: Guidry AYES: Peterson, Rice, Rigdon NAYES: Windes VI. Sales Update (Bill Lehmann) a. ECCC Sales Marketing Reports – (April Sarver) – Meetings were held with corporate and destination planners in Houston (Plan Your Meetings) and the Small Markets Conference where 30 one-on-one meetings were held with planners. The Excite Show in Birmingham was very successful. They met with 11 meeting planners who would be willing to hold their meetings at the ECCC, following hot leads and RFP’s. Events held at the ECCC in October included the Common Faith Network with 600 attendees, the NDIA symposium with 800 attendees, Fandom Con with 1500 attendees, and the Special Ops Warrior Foundation with 450 attendees. b. Group Sales Marketing Reports – (Camille Fournier) – In October the team attended the TSAE meeting planner symposium in Tallahassee and the Excite Show in Birmingham. In December they will attend Florida Encounters in Ft. Lauderdale, and the Southern Bridal Show Birmingham and 21,000 attendee New York Times Travel Trade Show in January. The Times Coop was awarded to the Emerald Grande and ResortQuest. VII. New Business (Dale Peterson) a. “Destin to Fish” TV Show - First Season Production Support (Gail Morgan ) – Introduced Justin Martin (Owner and Producer, Martin Outdoor Entertainment), Richard Price (Field Producer, Martin Outdoor Entertainment, Jack Cole (Owner, Destin to Fish), David Harrison (General Manager, Destin to Fish). Charlotte Dunworth reminded the TDC the purpose of the contract is to provide production assistance for the remainder of the first season. Funding is available from 5th penny reserves. The draft contract in the packet is still being reviewed by the legal team. Discussion ensued regarding payment per the production schedule, and that the footage is nearly, if not completely, finished. Okaloosa County Tourist Development Department Page 4 of 6 November 20, 2014 Packet Pg. 6  1.a Motion to Approve an Additional $73,800 for the Destin to Fish TV Show RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Guidry SECONDER: Rigdon AYES: Rice, Owen, Windes, Peterson Minutes Acceptance: Minutes of Nov 20, 2014 2:00 PM (Items for TDC Approval/Recommendation) a. Special Events Funding Policy Revision (Charlotte Dunworth) Ms. Dunworth explained the purpose of the revisions and each of the three funding tiers. The policy has been forwarded to County Finance and Purchasing for their input. TDC concurrence on the direction of new policy, point-based system, the tiers, and further review is requested. Mr. Owen expressed concern about 5,000 room night minimum for tier 3, as well as that the funding level may not be sufficient to go after a really big name. Mr. Owen would like to see a calculation of the bed night figure, and how the payback comes out. Mr. Owen stated that other destinations require attendance at a workshop to ensure mistakes are not made during the process. Staff is working on an internal procedure to assist event applicants and provide them with the information they need to be successful and remain in compliance. Discussion ensued on whether there should be a cap on tier 3. TDC consensus to include a fourth tier over $50K with a three-night, 5,000 room night minimum. Mr. Guidry expressed concern over not knowing what the input of the other County departments may be and stated a preference for seeing the final policy in its entirety before presentation to County Commission. Recommend that the Local Event Marketing Policy go to the County Commission if there aren’t any substantial changes. RESULT: MOTION APPROVED MOVER: Owen SECONDER: Rice AYES: Owen, Rigdon, Windes, Rice, Peterson NAYES: Guidry Public Comments Related to Current Agenda No public comment. VIII. Next TDC Meeting (Dale Peterson) a. Thursday, January 22, 2015 2:00 p.m. Emerald Coast Convention Center. Okaloosa County Tourist Development Department Page 5 of 6 November 20, 2014 Packet Pg. 7  1.a IX. Public Comment (3 minutes each) a. Willie Farrell offered a diversity request for TDC meetings beginning January 2015. He asked for the opportunity to mention events and contributions of people of color at all TDC meetings. The Chairman indicated that Mr. Farrell may certainly make those comments and notifications at the meetings. b. Thanks to April Sarver who is leaving the staff, for her excellent sales work. c. Shane Moody of the Destin Chamber of Commerce offered thanks to the TDC for Minutes Acceptance: Minutes of Nov 20, 2014 2:00 PM (Items for TDC Approval/Recommendation) its change in marketing income criteria and the Fishing Show. X. Adjourn XI. Meeting adjourned at 3:15 p.m. by Chairman Peterson. APPROVED: APPROVED: By: By: Name: Dale E. Peterson Name: Ed Schroeder Title: Chairman Title: Director, Tourist Development Dept. Date: Date: Okaloosa County Tourist Development Department Page 6 of 6 November 20, 2014 Packet Pg. 8  1.b Tourist Development Council Meeting: 01/22/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 3758) DOC ID: 3758 Financial Update – Jan (Charlotte Dunworth) Updated: 1/15/2015 4:55 PM by Aida Wilkinson Page 1 Packet Pg. 9  1.b.a Financial Update January 2015 FY 2014-15 AMENDED BUDGET: $35,142,500 Financial data as of 01/13/15 The adopted budget of $34,917,500 has been amended to record Aramark’s annual investment contribution and an FDOT Urban Corridor grant for seasonal bus service to Okaloosa Island and Destin. REVENUE ANALYSIS Attachment: I.b. Financial Update (3758 : Financial Update ? Jan (Charlotte Dunworth)) Reserves are the largest component of budgeted revenues because the budget reflects anticipated revenues as well as current cash on hand. Reserves/cash on hand is a budget “placeholder” and represents the accumulation of unspent prior year bed tax dollars; it’s not an actual source of incoming revenues for the year. Tourist development taxes comprise the largest part of actual annual