Okaloosa County BOCC — January 13, 2016 — Minutes — reading text

Tourist Development Council 1540 Miracle Strip Parkway Fort Walton Beach, FL 32548 Regular Meeting www.EmeraldCoastFL.com ~ Minutes ~ Wednesday, January 13, 2016 2:00 PM Emerald Coast Convention Center Council Members & Staff Attendee Name Title Status Arrived Departed Dale E. Peterson Chairman, Dale E. Peterson Vacations Present - - Thomas Rice Vice-Chairman, Magnolia Grill Present - - Thom Gossom Owner, Best Gurl, Inc.- Mktg & Comm. Firm Present - - Joe Guidry Manager, Ramada Plaza Beach & RV Resorts Present - - Director of Marketing & Events, The Boardwalk/ Present Melissa Matern Bonezzi Development Bruce Craul Chief Operating Office, Harbor Walk Hospitality Present - - Honorable Mike Anderson City of Fort Walton Beach Mayor Absent - - Vacant City of Destin Representative - Honorable Kelly Windes Commissioner, District 5 Present - - Ed Schroeder Director, Tourist Development Department Present - - Lynn Hoshihara TDD Attorney Present - - Pledge of Allegiance and Welcome (Dale Peterson - Chairman) Chairman Peterson called the meeting to order at 2:00 PM. Council Member Minute Mr. Craul noted the Destin City Council and others around the area have an invocation at the start of meetings, and wondered why not here. Commissioner Windes stated he is all for it, but noted there are certain procedures. Mr. Gossom noted it would be necessary to follow procedures for all denominations, but would personally prefer a moment of silence. Mr. Guidry wished everyone a Happy New Year and was excited to start 2016, so “let’s get to it!” Commissioner Windes stated it was quite an event at the airport yesterday. Mr. Rice noted there were 400 snowbirds at the Elks Lodge last week and thanked Sherry Rushing. Mr. Peterson noted two new legislative bills in Tallahassee which would result in dramatic changes to FL Statute 125. He cautioned to remember the original intent of the statute. Ms. Matern stated 2016 has been great so far and she is excited to see what the year holds. Attorney Update None Director Update Mr. Schroeder reminded everyone the Fort Walton Beach Mardi Grad parade is this Saturday. Public Comments Related to Current Agenda (3 minutes each) None I. Items for TDC Approval/Recommendation a. December 10, 2015 TDC Meeting Minutes (Dale Peterson) Motion: To approve the December 10, 2015 Minutes as presented RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Gossom AYES: Peterson, Guidry, Matern, Craul, Windes Tourist Development Council Page 1 January 13, 2016  b. Financial Update (Charlotte Dunworth) Ms. Dunworth presented the January 2016 Financial Update. Motion: To approve the January 2016 Financial Update as presented RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Matern AYES: Peterson, Gossom, Guidry, Craul, Windes c. Marketing Reorganization (Ed Schroeder) Mr. Schroeder presented a comparison between Gulf Shores, Bay, Walton, Daytona, and Okaloosa counties. Mr. Schroeder noted that Okaloosa relies much heavier on an agency than others; others have local people performing many of the functions. The focus during Phase I is hiring a Deputy Director for Sales and Marketing, Digital Marketing Manager, Public Relations Manager, and a Sports & Events Marketing Manager. These four positions will consist of two new positions and reclassification of two existing positions. The Deputy Director and Digital Marketing Manager positions will require a national search, but the preference is to keep it local. A seven month contract extension with the Peter A. Mayer Agency is proposed through the end of the fiscal year to allow proper implementation of the strategic marketing plan. During January and February, staff will determine whether to issue an RFP for an ad agency or add additional staff in-house. The TDD staff supports the reorganization, and Mr. Schroeder has met with the Peter A. Mayer Agency. They graciously received the news and responded professionally. Commissioner Windes wondered whether a change should be made during a time of growth. Mr. Craul commented the Emerald Grande has more marketing staff than the CVB. Mr. Gossom inquired how the counties noted compare based on budget and results. Mr. Guidry questioned the logistics of making this happen. Commissioner Windes asked what the net impact would be after all the changes. Mr. Craul noted the need to consider increased revenues as well. Mr. Guidry commented the hard marketing budget needs to increase. To recommend to the BCC the additional marketing positions and Motion 1 of 3: structure. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Craul SECONDER: Guidry AYES: Peterson, Rice, Gossom, Matern, Windes To recommend to the BCC a 7-month contract extension through Motion 2 of 3: September 30, 2016 with a renegotiated agency contract with the Peter A. Mayer Agency. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Guidry SECONDER: Rice AYES: Peterson, Craul, Gossom, Matern, Windes Mr. Gossom expressed the desire to have as much information regarding this process as possible. Ms. Hoshihara stated the TDC could appoint 1 member to participate in negotiations or have staff provide regular updates. To Appoint Bruce Craul as Liaison and Thom Gossom as back-up Liaison Motion 3 of 3: to work with TDD staff in contract negotiations with the Peter A. Mayer Agency, reporting back to the TDC Council. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Gossom SECONDER: Rice AYES: Peterson, Guidry, Craul, Windes, Matern Tourist Development Council Page 2 January 13, 2016  d. Airline Recruitment (Ed Schroeder) Tracy Stage gave an update on Allegiant Airlines and stated St. Louis/Destin was #3 in Allegiant’s all- time launch listings in a single day. Flights to Cincinnati will run Thursday and Saturday May 20 – September 5. Flights to St. Louis will run Friday and Monday June 2 – September 4. This is just the start and Mr. Stage is confident he’ll be standing before the Council a year from now announcing more cities. Mr. Peterson stated the area is at 90% occupancy in June-July and wondered about shoulder season service. Mr. Stage said the season would be evaluated if bookings are favorable, and the airline has committed to starting service in March the following year. Mr. Craul asked if there were any other future commitments. Mr. Stage expressed confidence in being able to announce a new origin city. Mr. Craul inquired about advertising in Allegiant’s in-flight magazine. Mr. Schroeder suggested partners contact Allegiant directly regarding ads in the back seat pocket. Mr. Gossom steps out. e. NFWF Gulf Coast Conservation Grant (Erika Zambello) Ms. Zambello gave a brief update on the restoration of Veterans Park and requested permission to apply for a $70,000 grant funded by the National Fish & Wildlife Foundation, with a $70,000 match. To apply for a $70,000 grant from the National Fish & Wildlife Motion: Foundation for the restoration of Veterans Park, with a $70,000 match. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Craul AYES: Peterson, Guidry, Matern, Windes f. FWC Artificial Reef Construction Grant 2016-17 (Erika Zambello) Ms. Zambello requested permission to accept a $60,000 grant, including a $67,000 match, from the Florida Fish & Wildlife Conservation Commission. Motion: To accept a $60,000 FWC Artificial Reef Construction Grant, with a $67,000 match. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Craul AYES: Peterson, Guidry, Matern, Windes II. Items for Information Purposes Only – (Speaker) g. Marketing Update (Ellen Kempner) Ms. Kempner presented the marketing update. Mr. Craul inquired about the email goal for the Chicago campaign and how we track if email contacts result in head-in-beds. Mr. Gossom returns. h. Sales Update (Sherry Rushing & Tisha Maraj) Ms. Rushing & Ms. Maraj presented the sales update. i. Coastal Management Update (Erika Zambello) Ms. Zambello presented the Coastal Management update. III. Items for Information Purposes Only – (No Speaker) j. Smith Travel Research Lodging Reports Oct-Nov/15 k. Okaloosa Tax Collector Report Nov-15 Tourist Development Council Page 3 January 13, 2016  l. Expenditure Transaction Report m. Reconciliation of Promotional Reserves n. Film Commission Update o. Visitor Center Top 10 States IV. Public Comment (3 minutes each)