Okaloosa County BOCC — April 23, 2015 — Agenda Packet — reading text

partners + Social Media + Content Marketing Session • May 15 • 9am-12pm • Emerald Coast Convention Center Packet Pg. 71 TDC Meeting 4.23.15 9 TDC Meeting 4.23.15 Thank You 2.h.a Packet Pg. 72 Attachment: II. h. Marketing_Presentation_TDC_Meeting_042315_PM (4122 : Marketing 10  2.i Tourist Development Council Meeting: 04/23/15 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 4123) DOC ID: 4123 Tourism Week Proclamation (Ed Schroeder) Updated: 4/20/2015 3:45 PM by Aida Wilkinson Page 1 Packet Pg. 73  2.i.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: April 23, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: Tourism Week Proclamation Attachment: II. i. Tourism Week Proclamation (4123 : Tourism Week Proclamation (Ed Schroeder)) STATEMENT OF ISSUE: Advising the TDC of a Proclamation declaring May 2-10, 2015 as “Okaloosa County Tourism Week”. BACKGROUND: National Travel and Tourism Week is an annual tradition that was established by a congressional resolution in 1983 and first celebrated the following year. This nationwide week of events serves to champion the power of the travel and tourism industry. A wide cross section of travel and tourism professionals work throughout the week to promote the impactful contributions their travel markets and organizations make to the U.S. economy. The travel community typically marks the event in a number of creative ways, from staging local rallies and conducting media outreach to securing proclamations and resolutions from local governments. This year's theme (“Travel is __________”) was chosen to reflect the wide-ranging and robust ways that the U.S. travel industry contributes to the fabric of America. It is designed for destinations and organizations to customize the message to best fit their individual markets. The travel community is encouraged to be creative and tailor the theme to reflect the unique value and impact of our industry. The 2015 theme for Okaloosa County is “Travel is #EmeraldCoasting” in recognition of all the activities the area has to offer. In conjunction with National Travel and Tourism Week, the Tourist Development Department will run a special recognition program identifying one local person per weekday for his/her achievement in tourism. A dedicated blogpost will be created along with a posting for each of the five recognized winners. This item was presented to the BCC for approval at its April 21 meeting. OPTIONS: N/A. RECOMMENDATION TO BCC: N/A; for informational purposes only. Packet Pg. 74  2.i.a PROCLAMATION RECOGNIZING MAY 2-10, 2015 AS OKALOOSA COUNTY TOURISM WEEK WHEREAS, Tourism is the second largest economic contributor in Okaloosa County, generating more than $1 Billion in annual Tourism/Recreation Taxable Sales; and Attachment: II. i. Tourism Week Proclamation (4123 : Tourism Week Proclamation (Ed Schroeder)) WHEREAS, Okaloosa County is the No. 4 Destination for Visitors to Florida, with 4.4 Million Visitors to Okaloosa County in 2013; and WHEREAS, tourism is the second largest economic contributor for Okaloosa County, with 14,630 Local Tourism Jobs, generating $325 Million in workforce income from local lodgings, restaurants, attractions, grocery stores, sport fishing, gas stations and jewelry store employment; and WHEREAS, Okaloosa County’s Tourist Development Tax is paid by overnight tourists only and is vital to funding local beach cleaning and renourishment, public beach park construction and maintenance, environmental and conservation efforts, beach lifeguard services, and promotion of the Emerald Coast as an overnight tourist destination for families and conventions; and NOW, THEREFORE BE IT RESOLVED that the Board of Commissioners of Okaloosa County, Florida, and the Okaloosa County Tourist Development Council hereby designate May 2-10, 2015 as “OKALOOSA COUNTY TOURISM WEEK” throughout Okaloosa County. DULY PASSED AND ADOPTED this 21st day of April, 2015. BOARD OF COMMISSIONERS OKALOOSA COUNTY, FLORIDA _____________________________________ NATHAN D. BOYLES CHAIRMAN ATTEST: ___________________________ J. D. PEACOCK II CLERK OF CIRCUIT COURT Packet Pg. 75  3.j Tourist Development Council Meeting: 04/23/15 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 # 4124) DOC ID: 4124 Smith Travel Research Lodging Reports Updated: 4/20/2015 3:47 PM by Aida Wilkinson Page 1 Packet Pg. 76  OCCUPANCY 3.j.a Occupancy is a percentage of rooms occupied. Attachment: III. j. Smith Travel Report Feb 2015 (4124 : Smith Travel Research Lodging Emerald Coast Hotel Lodging Occupancy January - December 100% 90% 80% 70% 60% 49.90% 50% 36.80% 40% 30% 20% 10% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD* 2011 31.10% 46.40% 58.70% 61.30% 62.40% 76.90% 83.30% 59.20% 48.10% 46.80% 34.00% 29.40% 53.13% 2012 32.70% 47.50% 66.90% 65.80% 68.50% 79.80% 84.40% 59.30% 51.20% 50.00% 39.20% 32.80% 56.51% 2013 34.80% 47.60% 65.20% 62.60% 67.90% 81.50% 82.90% 63.90% 53.10% 45.80% 38.30% 34.30% 56.49% 2014 34.40% 48.30% 60.70% 65.00% 73.30% 82.70% 87.90% 68.30% 51.50% 53.90% 37.50% 35.40% 58.00% 2015 36.80% 49.90% Source: Smith Travel Research, Inc. Republication or Other Re-Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 77  3.j.a AVERAGE DAILY RATE Attachment: III. j. Smith Travel Report Feb 2015 (4124 : Smith Travel Research Lodging Room revenue divided by rooms sold, displayed as the average rental rate for a single room. $250.00 Emerald Coast Average Daily Hotel Lodging Rate $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $82.29 $90.00 $77.93 $70.00 $50.00 $30.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 $68.27 $72.38 $103.86 $111.25 $116.96 $143.37 $151.48 $116.91 $99.58 $99.36 $75.73 $71.58 2012 $70.06 $73.94 $111.20 $119.89 $126.15 $154.24 $161.31 $122.66 $101.52 $96.45 $77.00 $73.13 2013 $72.27 $74.89 $115.06 $117.23 $127.06 $155.40 $165.78 $126.27 $101.83 $95.87 $78.30 $72.43 2014 $71.81 $77.59 $117.62 $126.51 $134.71 $167.91 $181.81 $137.10 $111.25 $110.73 $114.40 $74.98 2015 $77.93 $82.29 Source: Smith Travel Research, Inc. Republication or Other Re-Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 78  REVPAR 3.j.a Room revenue divided by rooms available. Attachment: III. j. Smith Travel Report Feb 2015 (4124 : Smith Travel Research Lodging Revenue Per Available Hotel Room $170 $130 $90 $41.05 $50 $26.69 $10 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 $21.22 $33.59 $60.96 $68.15 $72.94 $110.22 $126.17 $69.16 $47.90 $43.68 $25.78 $21.07 2012 $22.92 $35.10 $74.43 $78.95 $86.40 $123.08 $136.22 $72.70 $51.95 $48.23 $30.17 $23.97 2013 $25.16 $35.62 $75.06 $73.37 $86.26 $126.69 $137.49 $80.63 $54.03 $43.92 $29.95 $24.84 2014 $24.72 $37.47 $71.41 $82.28 $98.78 $138.89 $159.88 $93.71 $57.24 $59.64 $31.72 $26.51