Okaloosa County BOCC — April 24, 2014 — reading text

collector data be discussed in the next meeting. b. Pocket Ranger App Mr. Schroeder continued to report that due to the TDC’s approval of the in-house strategic marketing plan at the last meeting, he was able to present the introduction of a mobile app for all parks in Florida. When accessing the homepage of the parks app and selecting “Florida”, there will be an opportunity to choose beaches, campgrounds, etc., and when selecting “beaches,” the viewer will see our beaches and can further view different locations in our area. All viewers within the Panhandle counties will display a constant banner at the bottom of screen showing Emerald Coast beaches. Selecting anywhere else in Florida, as well as in New York, will show the same banner cycled with a few other destinations. Additional information is provided on pages 15 and 16 of the distributed packet. Mr. Schroeder stated that he is grateful to the TDC for approving this in-house strategic marketing plan that resulted in acquiring this pocket ranger app advertising opportunity. c. Staffing Update Mr. Schroeder reported on the approval to create and hire a Marketing Manager and two part-time Research Associates. The County approved the positions at its last meeting, and these job titles have been posted internally with interviews within the County to begin soon. Posting the openings outside the County for anyone to apply will happen if an internal applicant is not selected. d. MSBU Ordinance Update Regarding the MSBU repeal, Mr. Schroeder clarified that what was brought to the TDC and what was brought to the County Commission was not an endorsement, but staff had been asked to research the feasibility of repealing the special assessment levied for the Western Destin Beach Restoration Project. He reminded everyone that in order for staff to engage in researching the feasibility of any project, there is staff time and money spent to bring in a specialized consultant. Mr. Schroeder would like all projects to come to the TDC for approval first. Mr. Peterson asked for comments from the Council. Mr. Gossom commented that possibly clarification is needed regarding the direction that the County is going. The signed recommendation says they need approval for staff direction to prepare the Okaloosa County Tourist Development Department Page 3 of 16 March 27, 2014 Packet Pg. 5  1.a necessary documentation to release the pledge of the assessment revenue and to develop, advertise, and bring back to the Board an ordinance to repeal. Therefore, it Minutes Acceptance: Minutes of Mar 27, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale sounds like more than research, it sounds like we are going in a different direction. Mr. Peterson responded by asking a question regarding research as to where the money was coming from (referring to budget data on page 37). Further discussion regarding the “Expenses by Level of Tourist Development Tax Restriction” section resulted in reviewing the data with Ms. Dunworth, and also resulted in discussing reserves data. Ms. Hoshihara said the Board of County Commissioners has not taken any final action at this time with a determination to repeal or not repeal the MSBU ordinance, but has approved scheduling a public hearing. Ms. Joyce asked if they are asking for a recommendation from the TDC. In response to the question, Mr. Schroeder stated that he is asking the TDC to direct staff to research this option, not endorse unless the TDC chooses to do so, but to allow them to research it. Mr. Guidry stated that to repeal the special assessment, the permission of Hancock Bank that holds the note will be required, so it looks like we have permission. Mr. Schroeder added that the very first step was to see if the bank would consider releasing the MSBU and letting the tourist development tax pay for it. It is not reserves to be pledged but annual collections. There is some concern that monies are already allocated to too many projects right now. Mr. Schroeder would like the opportunity to present this information for a vote at the next meeting. Motion to Allow TDC Director To Research Beach Restoration MSBU Ordinance Issues and Present the Information at a Later Date RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Dixon AYES: Empson, Gossom, Guidry, Rigdon, Peterson, Joyce III. Financial Status Update (/Charlotte Dunworth) a. January Month End Tax Revenue Reports from the Okaloosa County Tax Collector Ms. Dunworth briefly reviewed the Tax Collector’s January Tax Revenue Report and noted collections are up about 8% cumulatively year-to-date compared to last fiscal year. Ms. Dunworth commented on a statement by Mr. Schroeder regarding gross rental receipts per room night, the revpar based on the Tax Collector’s report, and stated this information will be provided in financial updates in the future. She added that the Okaloosa County Tourist Development Department Page 4 of 16 March 27, 2014 Packet Pg. 6  1.a revpar on condos is up 34% and hotel/motels are up 12%, Destin is up 6%, Okaloosa Island almost 50%, and Ft. Walton Beach 17% in January compared to December data Minutes Acceptance: Minutes of Mar 27, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale only. She will be able to provide year over year data in future financial reports working with Tax Collector data at least twelve months. In regard to the report submitted, Mr. Peterson commented it is difficult to understand the data without the comparisons in the categories. Mr. Peterson asked if there was a special event that caused the big boost in revenue. Ms. Joyce commented that we have seen a big boost across the board in all of our market not due to just one specific event. Mr. Schroeder reminded Mr. Peterson that these figures were just from December to January. b. March Financial Update Regarding the Revenue Analysis report, Ms. Dunworth reported that we have received about 13% budgeted revenues of tourist development tax, trending in a favorable direction. TDT collections are on pace to come in around $13M on an annual basis. Ms. Dunworth further added that on page 39 of the Strategic Marketing Plan, the amended column for the in-house marketing plan is $4K higher, due to a budget transfer performed prior to the discovery of a variance between the adopted Strategic Marketing Plan and the promotional activity budgets. Staff is currently in the process of reconciling both approved task orders with the revised ad agency Strategic Marketing Plan, as well as reviewing in-house expenses to ensure coding to the correct accounts. Mr. Peterson raised a question regarding the 2nd Percentage report under lifeguards, and asked if we are getting any accounting for the money spent for legal reasons and whether we are receiving a report to reflect this. Ms. Dunworth replied that we do have a contract with the Destin Fire District and stated that they are required to provide a report by the 2nd Friday in November of every year. She will present the report to TDC when received this year, but is not aware if the County will provide any funding reports. Ms. Hoshihara commented she has not seen a report from the County specifically funded for the lifeguard services. Mr. Dixon asked Mr. Peterson to explain exactly what he is wanting to see, public contacts or actual money spent. Mr. Peterson stated that he wants to make sure we are spending the TDT on the certain items the State Statute documents, and that it is TDC’s job to make sure they are spending it on those items. Mr. Dixon added that it has to be shown that it benefited tourism to have lifeguards and that has been determined. Okaloosa County Tourist Development Department Page 5 of 16 March 27, 2014 Packet Pg. 7  1.a Ms. Hoshihara explained that the agreement the County entered into with the Destin Fire Control District does require that they provide an accounting at the end of the Minutes Acceptance: Minutes of Mar 27, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale fiscal year. The Department agreement was entered into three months ago, so there hasn’t been time for them to submit a report. Mr. Dixon assured that all of this money is being spent on beach safety. Mr. Peterson stated that he would like to see a report from the Destin Fire Control District and the Okaloosa County Public Safety Department to justify the expenses. Ms. Hoshihara agreed to provide a report from both departments to submit to the TDC Board as an informational update. Mr. Gossom was concerned that if they are not required to submit these