Okaloosa County BOCC — Apr 25, 2013 — Minutes — reading text

Okaloosa County Tourist Development Department 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, May 30, 2013 2:00 PM Emerald Coast Convention Center I. Welcome & Pledge of Allegiance (Daniel O’Byrne) Attendee Name Title Status Arrived Departed Dale E. Peterson Chairman Present Thomas Rice Vice-Chairman Present - - Michael Bass Resigned - - Daniel Empson Present - - Thom Gossom Absent - - Joe Guidry Present - - Tuffy Dixon Destin Councilman Absent - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Present - - Daniel O'Byrne Director Present - - Lynn Hoshihara & Present - - TDD Attorney(s) Greg Stewart I. Pledge of Allegiance & Welcome (Dale Peterson) Mr. Peterson brought the meeting to order at 2:00pm with the Pledge of Allegiance and welcomed everyone to the meeting. II. Consider Okaloosa County Tourism Development Council Meeting Minutes (Dale Peterson) Motion to Approve April 25, 2013 Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Empson AYES: Peterson, Guidry, Windes, Rigdon III. Initial Presentation of Proposed 2013-2014 Strategic Marketing Plan Including Budgetary Background and Framework (Peter A. Mayer Advertising Agency/Dan O’Byrne) Ms. Michelle Clarke, of the Peter A. Mayer Advertising Agency, began by sharing a slide illustrating the January through December hotel occupancy numbers. She also shared the 2% collection rates, since March, which mirror the previous year’s numbers. Okaloosa County Tourist Development Department Page 1 Printed 5/31/2013 Regular Meeting Minutes May 30, 2013 Ms. Clarke spoke about information pulled from online and social media showing keywords associated with the Emerald Coast, called a Conversation Cloud. The conversation clouds were all very positive including words such as; beautiful, love, fun, and weekend. She went on to identify specific objectives for their marketing plan and keyed in on leveraging awareness of the Emerald Coast brand. The company plans to focus on year round messaging, including; shoulder seasons, special events, and festivals, along with sponsorships and social media. Shoulder season campaigns include; Spring and Fall, A Very Emerald Christmas, and a Snowbird Campaign. The company’s research shows the Emerald Coast’s target audience is 25-64, with a household income of $50K annually. The media market reach is within a 13-hour-drive range and direct flight markets. The company would like to conduct an economic impact study, the last one was conducted in 2009, and a visitor profile. They plan to launch Instagram initiatives to communicate the Emerald Coast message soon. They will reintroduce the YouTube channel to utilize video to support A Very Emerald Christmas, as well as using Pinterest and other social media avenues. Ms. Katherine LeBlanc, also with the Peter A. Mayer Advertising Agency, spoke about earned versus owned media coverage and how the company plans on using each to benefit tourism, event attendance, and special events. Commissioner Windes questioned what the contingency plan would be in the case of a disaster, whether natural or otherwise, with the money being allocated as it currently is. Mr. O’Byrne answered the committee needed to formally address this issue in more depth; however, there are reserves that can be used for such instances. IV. Consider 1st Penny Capital Project Funding for Remainder of 2013 (Dan O’Byrne) Mr. O’Byrne discussed the proposed Marketing Plan, Budget and Financials, the Five Pennies and how ordinances affected them. He continued on to introduce Jim Trifilio, TDD Coastal Management Coordinator. Mr. Trifilio spoke about projects that enhance local communities and tourism opportunities, to include the Western Destin Restoration project. The restoration provides recreational and structural protection and costs about $8M. He also mentioned the Dune Planting Project on Okaloosa Island. Mr. Guidry questioned how the county project was paid for. Mr. Trifilio answered it is a 50/50 state and bed tax venture. The project is funded by bed tax dollars and then refunded by the state. Okaloosa County Tourist Development Department Page 2 Printed 5/31/2013 Regular Meeting Minutes May 30, 2013 Next, Mr. O’Byrne introduced Mr. Bill Leaman, the Convention Center General Manager. Mr. O’Byrne explained Mr. Leaman is responsible for the convention center which generates between $900K to $1M a year in revenue. He is responsible for the 3rd and 4th pennies. Mr. Leaman spoke about potential expansion of the convention center in the future. Some of these expansions include an outdoor event area, a performance pavilion and porticos on the east and south sides of the building. The projects are estimated to cost $1M from the 4th penny. Mr. Leaman also explained the current structure is nearly paid off, although it was a 30-year bond. Mr. O’Byrne continued by speaking about the 5th penny, which he explained was nearly completely devoted to promotion and marketing. Funding for promotion and marketing currently includes some of the third penny, but ideally will move solely to the fifth in the future. The strategic marketing plan for 2012 was set at $2.2M. In 2013 and 2014 it will be set at $2.6M. Motion to Approve 2013-2014 Strategic Marketing Plan, Budget, and Financials RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Empson AYES: Peterson, Guidry, Windes, Rigdon Mr. O’Byrne requested the Council approve $800K out of reserves for three projects. The first project Mr. O’Byrne introduced was a request by constituents for completion of beach access ways on Okaloosa Island. There are currently seven potential beach access ways, four are completed with restrooms, parking lots, and parking; three have only port- a-potties and gravel drives, a conspicuous difference from the remaining four. Mr. O’Byrne requested $500K to begin that project. The next project was the Stabilization of Norriego Point. Engineers have suggested the use of a T-groin to stabilize a portion of Norriego Point. Matt Trammell, Taylor Engineering, spoke more about potential recommendations to fix the structure. He stated they currently have a scope of work with the TDD and he has prepared cost estimates for consideration in order to retain the sand. They are still in the draft phases of the Norriego Point stabilization plans. Mr. O’Byrne added he wanted to make it clear the TDC would be naming pots of money that could be used for these projects, but the decision will ultimately be made by the BCC. Mr. O’Byrne requested $225K dollars be earmarked for that project. Lastly, Mr. O’Byrne requested $75K for the immediate deployment of a ship for fishing reef construction; the acquisition of the Tenneco vessel to create a reef. He asked the Okaloosa County Tourist Development Department Page 3 Printed 5/31/2013 Regular Meeting Minutes May 30, 2013 TDC to consider moving $800K for the eventual deployments of these projects from budget line item 599090 ($1.8M funding source), naming $800K of potential projects subject to the approval of the BCC. Motion for TDD Support to Request Earmarking $800K potential project funding of $500K for Three Beach Access Way Completions, $225K for a Norriego Point Stabilization Project, and $75K for the immediate deployment of the Tenneco vessel for Fishing Reef Construction. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Empson SECONDER: Windes AYES: Peterson, Guidry, Rice, Rigdon Mr. O’Byrne also mentioned the Marler Park roadway and boat-ramp construction. He discussed which Pennies the funds are allowed to be allocated from. Motion To Use $300K from 2nd Penny and $500K from 4th Penny for Marler Park Construction Roadway and Boat Ramp Construction RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Rigdon AYES: Peterson, Guidry, Empson, Windes Honorable Windes questioned Mr. Stewart whether there had been any change in the ability to incorporate lifeguard services in the 2nd Penny. Mr. Stewart said there had not been any change. V. Review Procedures to Fill Vacant TDC Lodging Industry Seat per TDD Operations and Procedures Manual (Nabors, Giblin & Nickerson PA) Mr. Michael Bass recently resigned his position on the Council due to