Okaloosa County BOCC — July 2, 2013 — reading text

refine the uses of each penny. In order to substantially amend the plan of tourist development, Section 125.0104(4)(d), F.S. requires an ordinance enacted by an affirmative vote of a majority plus one additional member of the Board. Attached are the proposed amendments to the Tourist Development Ordinance; presented in the appropriate black line format, as well as a chart detailing the proposed revenue allocations by penny. BACKGROUND: The proposed amended Ordinance was presented to the Tourist Development Council on July 25, 2013 and the Council voted unanimously to recommend its approval to the Board. The following is a list of changes that have been incorporated into the proposed amended Tourist Development Ordinance: Section 20-72: Tourist Development Plan Tourism Promotion • Provided clarification as to the funding of local film production and advertising projects. To remain consistent with the other uses under Tourism Promotion, funding should be permissive rather than mandatory. • Specifically authorized funds to support sponsorships, in addition to special events. • Expanded the focus of promotion beyond just the beach but also the waterways and other Tourist Destination Facilities. Packet Pg. 9 Convention Business Development • Expanded the focus of Convention Business Development to provide both indoor and outdoor venues. Product Improvement • Provided for the use of tourist development tax revenues to provide eco-tourism facilities and activities. • Expanded the focus of Product Improvement to provide for the construction of artificial reefs and related facilities. Reserves • Provided for reserve funds under each penny. Tax Revenue Projections and Allocations • Updated revenue projections under each penny, and reallocated uses under each penny (see Chart of Proposed Revenue Allocations). OPTIONS: Approve/Disapprove RECOMMENDATIONS: Approve and adopt the amended Tourist Development Ordinance. RECOMMENDED BY: APPROVED BY: Packet Pg. 10 Ernie Padgett, County Administrator Packet Pg. 11  ORDINANCE NO. 13-__ AN ORDINANCE OF THE BOARD OF COUNTY COMMISSIONERS OF OKALOOSA COUNTY, FLORIDA, AMENDING ORDINANCE 12-21, AS SUBSEQUENTLY AMENDED BY ORDINANCE 13-19, AND SECTION 20-72 OF THE OKALOOSA COUNTY CODE OF ORDINANCES, RELATING TO THE TOURIST DEVELOPMENT PLAN AND USE OF TOURIST DEVELOPMENT TAX REVENUE; TO PROVIDE FOR THE FUNDING OF SPONSORSHIPS; TO PROVIDE FOR THE CONSTRUCTIONS OF ARTIFICIAL REEFS AND OTHER ECO-TOURISM PROJECTS; UPDATE REVENUE PROJECTIONS; MODIFY THE AUTHORIZED USES OF THE PROCEEDS OF THE VARIOUS PENNIES OF TOURIST DEVELOPMENT TAXES; PROVIDE FOR A RESERVE FOR THE PROCEEDS OF EACH PENNY OF TOURIST DEVELOPMENT TAX; PROVIDING FOR CODIFICATION, SEVERABILITY AND PROVIDING AN EFFECTIVE DATE. WHEREAS, pursuant to Section 125.0104, Florida Statutes, known as the “Local Option Tourist Development Act”, the Board of County Commissioners (“Board”) has authorized the collection of five cents of tourism development tax per dollar exchanged on certain short-term lodging rental transactions within the sub-county tourism development district, created the County’s initial Tourist Development Plan (the “Plan”) and established the Okaloosa Tourist Development Council (the “Council”); and WHEREAS, the Board desires to clarify and expand the goals and objectives contained in the existing tourist development plan and reallocate the tourist development tax revenues which will be used to fund these goals and objectives; and WHEREAS, in order to effectuate these changes the Board hereby finds that it is necessary to amend Ordinance 12-21, as subsequently amended by Ordinance 13-19, and Section 20-72 of the Okaloosa County Code of Ordinances. 1 Packet Pg. 12  NOW, THEREFORE, BE IT ORDAINED BY THE BOARD OF COUNTY COMMISSIONERS OF OKALOOSA COUNTY, FLORIDA: SECTION 1. Ordinance 12-21, as subsequently amended by Ordinance 13-19, and Section 20- 72 of the Okaloosa County Code of Ordinances is hereby amended as follows: (stricken words indicate deletions, underlined words indicate additions) Sec. 20-72. - Tourist development plan. (a) Revenue projections. The tax revenues pursuant to this section for the next fiscal year and thereafter until amended by the Board shall be used to fund the Okaloosa County Tourist Development Plan, which is hereby adopted as follows: The anticipated annual revenues to be produced by the tourist development tax as identified herein in parenthesis for each budget category is provided as an annual total based on past collection trends projected forward. The projected revenues are estimates and may vary from those identified herein. The amounts shown have already been reduced by the costs of administration retained by the Tax Collector. (b) Taxing district boundaries. The geographic area included within the County’s sub-district is depicted on Exhibit A, as attached hereto and incorporated herein. (c) County tourist development plan. The County hereby determines that the tourist development plan for the sub-district shall be comprised of the following broad goals and objectives and makes the following findings of fact: (1) Tourism promotion. The tourism related economy within Okaloosa County generates significant direct and indirect revenue to businesses within the community. Accordingly, tourism is essential to a healthy economy and is a driving force in the growth of business development and increased employment opportunities for County residents. The County has worked diligently on the development and maintenance of quality advertising, sales, marketing and public relations initiatives for the sub- district which presents a consistent and positive brand for the area. This branding is essential to the development of this section of the economy and the County will work towards the development and implementation of unified marketing campaigns. These campaigns will be monitored and analyzed by the Tourist Development Council (the “Council”), the Director and tourist development department staff with, at a minimum, quarterly reports provided to the Board. Within the guidelines set forth herein, the campaigns shall be conducted with funding levels designed to achieve maximum positive promotional exposure to potential visitors to 2 Packet Pg. 13  the sub-district. The primary objective for the campaigns shall be the maintenance of consistent positive "branding" which consists of image and name recognition and the further development of "year round business" to encompass group and leisure business. The support for a variety of special events and sponsorships is another productive means to further the development of year round business and bolster image and name recognition for the sub-district. Funds may be allocated on an annual basis, as approved by the Board, for support of special events and sponsorships approved by the Board in accordance with procedures provided in the adopted Tourist Development Council Bylaws and Tourist Development Department Operation and Procedures Manual. The development of a visible and professional support community for local production of film and advertising projects is may also be a productive means to further maintain a consistent positive investment “branding” of both in the sub-district economy and in the overall branding for and the County overall. Funds may be allocated to support such projects. The County determines that continuing maintenance efforts to keep the beaches, waterways, access ways and other tourist destination recreational and eco-tourism facilities within the sub-district (“Tourist Destination Facilities”) clean, attractive and safe for public usage are important to the image and marketing of the primary asset of the sub-district and may include a mechanical beach cleaning program for all Gulf beaches within the sub-district outside of those owned or controlled by the Federal government. This also includes the maintaining of the aesthetics of access corridors within the sub-district so as to provide a consistent positive branding for the area. (2) Convention business development. The County has operated the Emerald Coast Convention Center (“ECCC”) since 2003 and its value as a catalyst for the growth of the conference/convention/group business segment of the visitor population is well established and is an effective means of developing year round business in the sub-district. The ECCC will continue to be managed in house or by contract with professional management firms, or by a combination of the two. The facility will also provide a venue indoor and outdoor venues for cultural, educational, sport and entertainment events which will be a positive draw for visitors as well as a benefit to the overall quality of the branding of County products. The County will continue to explore options for the future expansion of the ECCC facilities, grounds and functions will further the development of year-round business in the sub-district. 3 Packet Pg. 14 (3) Product improvement. The County determines that the beaches and waters of the Gulf of Mexico and the Choctawhatchee Bay are the focus of the attraction that the sub-district offers to our visitors. This includes not only the beach and waterways themselves but the tourist destination facilities, including recreational facilities within the sub district Tourist Destination Facilities, which allow greater access and enhanced enjoyment of these areas. Accordingly, both the maintenance and improvement of these natural assets and other tTourist dDestination fFacilities, including the improvement of public access to and use of these assets, are essential to the preservation and, improvement and promotion of the very foundation of the economy that the County is promoting. The long-term maintenance goals of this plan also include the use of tourism tax revenues as a part of an ongoing partnership between federal, state and county and municipal entities for the restoration and re- nourishment of the beaches within the sub-district. The County will continue to fund the permitting and