Okaloosa County Tourist Development Council — Apr 25, 2013 — reading text

new composition of the TDC and then be authorized to file a dissolution of the corporation. Motion to Authorize Legal Counsel and Mr. O’Byrne to File Amendments to the Corporate Documents to Reflect the New Composition of the Tourist Development Council. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Joe Guidry SECONDER: Tuffy Dixon AYES: Bass, Rice, Guidry, Rigdon, Dixon ABSENT: Empson, Peterson Okaloosa County Tourist Development Department Page 6 Printed 4/17/2013 Packet Pg. 8  2.A Regular Meeting Minutes January 23, 2013 Motion to Authorize Legal Counsel and Mr. O’Byrne to Approve a Resolution of Dissolution and File a Notice of Dissolution with the Secretary of State for the Emerald Coast Convention and Visitors Bureau, Inc. Minutes Acceptance: Minutes of Apr 25, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes) RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Thom Gossom SECONDER: Tuffy Dixon AYES: Bass, Rice, Guidry, Rigdon, Dixon ABSENT: Empson, Peterson VII. Review Month End February Tax Receipts and March YTD TDD Expenditures by Penny (Dan O’Byrne) Mr. O’Byrne reviewed tax receipts, financial statements and expenditures by the penny. He stated he would send members reports each month. Mr. Bass questioned whether the former Council reviewed where money was coming in from and going out to. Mr. O’Byrne stated they did, but not as intensely as the Council will henceforth. Commissioner Windes suggested changing the dates reported for the pennies, to illustrate when all five pennies were being collected and review from that point forward. Mr. O’Byrne agreed. Mr. O’Byrne reiterated that each penny has a very specific use, and must be accounted for separately. The ordinance change governs how each must be spent. Additionally, responses to auditor general findings changed the way expenses are processed and paid. There is now a far greater discipline to how bills are paid, as opposed to a year ago. All pennies sit in the tourist development trust fund. Bills are no longer pay for goods or services until they are received. Mr. O’Byrne showed a summary of October 1, 2012 to March 31, 2013 expenditures. The 1st penny is set aside for beach renourishment projects. The 2nd penny due is the only penny that has a defined split in its usage. In the ordinance, 30 percent can or must be spent on administration. The other 70 percent can or must be spent on other things beaches, waterways, etc. The 3rd and 4th pennies the Clerk of Court handles in a separate fund. The 4th is debt repayment. Lastly, the 5th penny is a pure tourism penny. A significant amount of this money is invested. Okaloosa County Tourist Development Department Page 7 Printed 4/17/2013 Packet Pg. 9  2.A Regular Meeting Minutes January 23, 2013 Mr. Guidry asked where we were on the debt for the convention center. Mr. O’Byrne answered that there are two nominal payments left and next October the building would Minutes Acceptance: Minutes of Apr 25, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes) be paid off. They have asked the legislature for more latitude on how the funds are used after that point. Once the debt is paid off, bed tax would still flow into the fourth penny. Fourth and fifth pennies are narrow, but the fourth penny can remain in place once debt is paid off. Mr. Rice questioned the 2nd penny, and a story in the newspaper about discouraging the use of the money being used for lifeguard services. The article stated a change in statute allows for payment of lifeguards in the second penny, whereas it was in question before. Mr. Guidry asked about security. Mr. Stewart answered that security is a little bit different. He said Sheriff Leslie has asked the legislature and that’s where it sits now. But, said other counties do not use tourist tax funding for security. Mr. Bass asked about building public restrooms with the 2nd penny. Commissioner Windes asked about parking lots. Mr. Steward responded yes, they could be used for those things. Mr. O’Byrne mentioned that staff will be bringing more suggestions to the Council soon. Mr. Windes mentioned Okaloosa Island needs more walkovers, and Destin needs more lifeguards, suggesting discussion during the next meeting. Mr Guidry asked for an update on special events and sponsorship updates from previous meetings. Mr. O’Byrne spoke about the change in the Special Events and Sponsorships application process, which can be found in the operations manual. He said the new process defines very narrow uses for which the money is to be given. They are Pre-event, Required Host Fee and Offsets of convention center use. The new process put in place is an algorithm to decide who gets what funding. All funding was capped at $20K per event, with the requirement to apply at least 60 days prior to the event. Mr. Dixon asked about the three events that were pending. Mr. O’Byrne said Musical Echoes withdrew their application for this year. The volleyball tournament was granted for less than previously requested. The sailing event is currently in coordination with the organizer. Mr. Guidry mentioned the Council should be notified of special events and sponsorships, despite not being required in the approval process. Mr. O’Byrne agreed. Okaloosa County Tourist Development Department Page 8 Printed 4/17/2013 Packet Pg. 10  2.A Regular Meeting Minutes January 23, 2013 MOTION TO ACCEPT REPORT OF TAX RECEIPTS AND EXPENDITURE Minutes Acceptance: Minutes of Apr 25, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes) DISTRIBUTIONS BY THE PENNY. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Charles Ridgon SECONDER: Tuffy Dixon AYES: Bass, Rice, Gossom, Windes, Guidry ABSENT: Empson, Peterson VIII. 2013 Stub Year Marketing Plan presentation & update (Peter A. Mayer Advertising Agency) Michelle Clarke and Katherine LeBlanc, with the Peter A. Mayer Advertising Agency, showed a PowerPoint of the current marketing plan, its progress so far and future goals. They started by showing the marketing plan budget of January through Sept. ’13 for $2,200,000. They stated an interim updated EmeraldCoastFL.com was launched that day, but there will be daily tweaks to improve the experience. The agency has also been working on new wedding guides. They are working to make Very Emerald Christmas a second season in December; with the main objective of getting back into the market. They are very active on social outlets and online marketing. Ms. Clark spoke about utilizing festivals and special events to spark trial and repeat visits. The agency plans to launch a completely new website in fall. One campaign that runs from March 29 through May 17 is EmeraldCoastOffers.com, to drive more consumers to “Book Now and Save” with 3.6 million impressions to date, an extremely high engagement. This has resulted in 1,000+ nights booked through the site, with potential for more booked elsewhere. The agency will provide more in June on campaign results. Councilman Dixon asked why the new website will cost $350,000. Ms. Clarke said the cost is within a fully comprehensive line item budget. By fall’s end the Emerald Coast will have a completely new website. Ms. LeBlanc reviewed the success of the Doolittle Raiders Final reunion campaign. The company was asked to promote the planes at the event and to further national media. In all, 342 media outlets picked up the story, and the story garnered more than 74.4 online impressions. The event was the big story on the Associated Press (AP) on April 18. USAToday.com and Fox News had two field new pieces on the event. In all, there was over $1M of media value and a 300+ million audience. IX. Consider 3rd Quarter TDC Meeting Schedule (Dan O’Byrne) a. 2:00 p.m. Emerald Coast Convention Center Thursday May 30, June 27 and July 25, 2013. Okaloosa County Tourist Development Department Page 9 Printed 4/17/2013 Packet Pg. 11  2.A Regular Meeting Minutes January 23, 2013 Mr. O’Byrne asked for Council members’ common consensus on moving the meeting start time to 2 p.m. for those in the restaurant business. He also advised that meeting Minutes Acceptance: Minutes of Apr 25, 2013 2:00 PM (Consider Okaloosa County