Okaloosa County BOCC — February 26, 2015 — Agenda Packet — reading text

Gossom, Guidry, Anderson, Ketchel, Peterson, Joyce Minutes Acceptance: Minutes of Jan 22, 2015 2:00 PM (Items for TDC Approval/Recommendation) b. Financial Update – January (Charlotte Dunworth) - Mike Anderson asked where capital improvements are defined as they are not identified in these documents. Mr. Anderson also requested clarification on what is included in capital improvements, i.e. structures in Fort Walton Beach that would qualify. Commissioner Ketchel noted that Emerald Coast Convention Center repairs are not included as a capital expense. Motion to Approve the Financial Update RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Thom Gossom SECONDER: Martin Owen AYES: Guidry, Anderson, Ketchel, Rice, Peterson, Joyce c. Strategic Marketing Plan Update (Shantelle Dedicke) - A review has been conducted on how to improve modifications and placements. Page 19 references a RocketFuel campaign regarding the spring/fall seasons in addition to the Snowbirds. Dale Peterson suggested additions be made for specific revisions to vote on the proposal. Lynn Hoshihara envisions the Strategic Marketing Plan as a living document. The Florida Fishing and Boating Guide was added regarding allocation of funds. Overall, the Strategic Marketing Plan budget increased from $3.32M to $3.38M. Motion to Approve the Strategic Marketing Plan Update RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Martin Owen SECONDER: Tom Rice AYES: Gossom, Guidry, Anderson, Peterson, Ketchel, Joyce d. Local Event Marketing Funding (Charlotte Dunworth) – This has been previously addressed and is currently being worked on by the TDD staff. Most of the complaints regard difficulties with the approval for payment process. A new funding element for special events and requirement revisions will be put in place to streamline the process. All event organizations funded during the last two years will be contacted regarding the new requirements. Dale Peterson stated this should eliminate funding issues and clarify requirements to best serve tourism. All applications are due no later than May 1 to be incorporated into the budget to streamline the approval process. Deadline exceptions may be granted for new or previously unfunded events. Commissioner Ketchel gave examples of events not being funded as operational expenses were included, and Okaloosa County Tourist Development Department Page 2 of 6 January 22, 2015 Packet Pg. 12  1.a other event organizations that applied and had been awarded monies but couldn’t verify expenses. Authorized uses include traditional avenues, i.e. radio, websites, etc., but also Emerald Coast branded advertising and promotional items. New funding levels have been developed using an economic impact formula. Joe Guidry feels the TDC has ‘lost our way’ and gone too far in the opposite direction. The feedback he has been receiving is that sponsors aren’t willing to work with the TDC as the policy changes too often. The idea of special funds is to bring visitors here. The goal is to simplify the process and get people paid. Martin Owen stated people are confused by the process and are not aware of using the logo. Event coordinators need to prove to the TDC Minutes Acceptance: Minutes of Jan 22, 2015 2:00 PM (Items for TDC Approval/Recommendation) their events bring tourists into the area. Ms. Dunworth has researched the TDC policies throughout the state and this policy is comparable. This policy spells out the step by step process and opens up availability to attract larger events. Mr. Schroeder agreed an evaluation form will be developed for input into the new process. County Clerk of Circuit Court, J.D. Peacock, stated that the County had tightened their policy so strictly that nothing could be paid when bills were submitted that didn’t follow the policy. He commended his staff and the TDD staff on getting this updated process done. Lynn Hoshihara stated revised criteria better clarifies the funding policy. Motion to Approve the New Local Event Marketing Funding Policy Effective with Event Applications Submitted After Policy Approval RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Tom Rice SECONDER: Rachel Joyce AYES: Owen, Gossom, Guidry, Anderson, Ketchel, Peterson II. Items for Information Purposes Only a. Marketing Update (Shantelle Dedicke) – Shantelle Dedicke encouraged attendees to view the new trade show booth on display in the lobby. New visitor guides and annual reports are now available. The first road show using the new booth is in two weeks. Michelle Clarke from the Peter Mayer Agency noted a new opportunity for the Emerald Coast to advertise at the Cherry Blossom Festival in Macon, GA. This March/April event is one of the top 20 festivals in the south with an estimated 700,000 in attendance from Atlanta, South Carolina, Alabama, Florida, and throughout the Southeast. Ed Schroeder noted prior experience with the Cherry Blossom Festival is that it also draws international visitors and all 50 states. The cost of 6-7 billboards around the city and events would not exceed $17K. Something traceable would be used to determine ROI. Discussion ensued on doing a contest. Motion to Approve Cherry Blossom Festival Advertising RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Tom Rice SECONDER: Martin Owen AYES: Gossom, Guidry, Anderson, Ketchel, Peterson, Joyce Okaloosa County Tourist Development Department Page 3 of 6 January 22, 2015 Packet Pg. 13  1.a b. Month End Lodging Reports from Smith Travel Research – Dec (Ed Schroeder) – The occupancy graph reports show incredible results with a 30% increase. Martin Owen stated that the TDC needs to promote the great weather in October and November. The Florida Huddle event last week was a forum for international travel to destinations. There is a clear sense from Europe and China they are gearing up to include beach experience travel in Northwest Florida. There is also a shift to more interest in hoteliers over condos. Martin Owen concurred the European, German and China travel market is moving in the local area. He was confident the Virgin Atlantic merger with Delta will bring more travel into this area. British Airways in also targeting flights moving into New Orleans, LA by Minutes Acceptance: Minutes of Jan 22, 2015 2:00 PM (Items for TDC Approval/Recommendation) 2016. Rachel Joyce noted the RevPar report shows an average daily rate increase year after year in comparison to other areas. Hotels and condos are reported separately. This report also shows how Okaloosa County compares to Walton, Santa Rosa and Escambia Counties. As a season, Okaloosa County out-performed everywhere from Panama City to Pensacola in growth and bed tax. c. Okaloosa Tax Collector Report – Oct/Nov (Charlotte Dunworth) – October collections are up 30% with November collections up 14% for a YTD 26% increase from 2013. October set a record for Okaloosa County due in part to a fall break included in school schedules. Joe Guidry stated that October was also a record month for military group reunions. d. Expenditure Transaction Report – Nov/Dec (Charlotte Dunworth) – Ms. Dunworth presented this item. e. Reconciliation of Promotional Reserves Funds – Dec/Jan (Charlotte Dunworth) – Ms. Dunworth presented this item. f. Okaloosa Island Fire District Annual Report (Charlotte Dunworth) - Ms. Dunworth presented this item. g. Film Commission Reports – Nov/Dec h. Visitor Center Top 10 States – Nov/Dec i. Airport Enplanements & Deplanements (VPS by carrier) – Oct/Nov j. Airport Enplanements & Deplanements (Airports Comparison) – Dec k. ECCC Sales Marketing Reports – Nov/Dec l. Group Sales Marketing Reports – Nov/Dec – Rachel Joyce requested the formula used to measure the economic impact. Ms. Dunworth referenced Pages 151-153 at $266 per day for each individual group. Ed Schroeder also referenced numbers used from Leisure Travel. Ed Schroeder also clarified there are some flaws in the formula in that the number of visitors doesn’t necessarily mean the same number of rooms, as it isn’t possible to track individual rooms. Actual impact figures need to be better and will become more refined. The strategic marketing plan is totally revamped and includes co-ops and a new pricing structure. m. Transfer to BP Account – AG Audit Corrective Action (Charlotte Dunworth) - Charlotte Dunworth explained tourist development tax funds have been transferred to be used under the BP funding agreement. Lynn Hoshihara clarified that BP grant funds used for promotional funds must be used for something not ordinarily used, so monies were shifted to cover non-compliant TDC tax dollars spent to correct the audit findings. n. Tentative FY 2016 Budget Schedule (Ed Schroeder) – Mr. Schroeder presented this item. Okaloosa County Tourist Development Department Page 4 of 6 January 22, 2015 Packet Pg. 14