Okaloosa County BOCC — June 23, 2016 — Agenda Packet — reading text

Event Report (Bill Leaman)) DATE: June 20, 2016 EVENT: Chris Janson & LOCASH Concert, May 12, 2016 PURPOSE Country music is very popular in Northwest Florida and concerts at the Gulf Shores Concerts at the Coast ATTENDEES T and Panama City Gulf Coast Jam have been well attended. Chris Janson’s “Buy Me A Boat” reached #1 in September 2015 and he has performed on The Tonight Show. LOCASH’s “I Love This Life” reached #2 in February 2016. Emerald Coast Convention Center (ECCC) staff initiated contact with these rising country artists to attract people locally and regionally to visit the destination and enjoy the venue. ROOM NIGHTS AF Attendance was much lower than anticipated. Of 1,923 seats available, less than half were sold. Many of the tickets sold were done so at a discount simply to fill seats. Ticket sales got off to a late start with just under five weeks from time of sale to show night. The talent, although riding a very large wave of publicity at the time with chart topping hits, the Tonight show, and the Academy of Country Music Awards, did not represent well at the box office, leading ECCC staff to conclude they had not become as popular yet as had been speculated. Balancing the mission of putting heads in beds with the importance of public exposure to the facility, the TDC authorized a 50/50 split for tickets tied to lodging versus open to the public. Nine hundred tickets were made available to lodging partners. There were very few responses and some who did respond were not satisfied with having to sign an agreement of accountability for tickets developed by county staff for R tickets that they were purchasing. Ultimately, only two lodging partners participated - Emerald Grande and ResortQuest. The Emerald Grande purchased 50 tickets totaling $3,200 in late March. ResortQuest offered to buy 260 tickets at 50% totaling $5,980 in late April when ticket sales were not going well and it became necessary to fill seats. To ECCC staff’s knowledge, after considerable marketing efforts by both groups, ultimately most of the tickets were given to their employees and guests. Based on a ticket sales report, less than 20 tickets are known to have been purchased by out-of-market D patrons. RETURN ON INVESTMENT This event was initiated in January by ECCC staff, approved by the TDC in February with the understanding that staff would start small and use this a test case for determining the feasibility of concert production, and the second contract approved by the Board less than one month before the concert date. The process for contracting not only the artists, but advertising and other services was a lengthy process and not enough lead time was allotted for these tasks. Notable successes include the ECCC’s ability to downsize the ballroom for a more intimate experience for those who did attend, exquisite production and show value, and a smooth admissions process. The barbeque on Bayview Plaza was executed by ARAMARK and very successful in drawing most of the limited customers we had. Though there was very little involvement from industry stakeholders, we appreciate those who pitched in and assisted. Packet Pg. 88  2.i.a Anticipated Actual Category Seats Price Revenue Seats Price Revenue VIP 75 $75 $5,625 50 $75 $3,750 Front Section (B) 925 $40 $37,000 208 $40 $8,320 Ballroom (C) 462 $30 $13,860 12 $30 $360 Ballroom (D) 461 $25 $11,525 24 $25 $600 VIP Military 2 $70 $140 Attachment: II. i. Chris Janson Report (5775 : Chris Janson Concert Post Event Report (Bill Leaman)) Front Section (B) Military 40 $35 $1,400 Ballroom (C) Military 3 $25 $75 Ballroom (D) Military 4 $20 $80 Front Section (B) 50% 260 $20 $5,200 Comp 1,923 . T $68,010 . 242 845 $0 $19,925 $0 Category Ticket Sales AF Food & Beverage/Merchandise Commissions FRLA Agreement Chris Janson LOCASH Total Revenues Revenue $19,925 $1,963 $5,000 $26,888 $41,740 $16,238 RDanny Myrick Advertising Production Security Cookout $2,400 $12,676 $8,610 $119 $629 D Total Expenses NET LOSS $82,412 $55,524 Staff suggests that any future production events be managed by an outside company experienced in production of shows and unencumbered by the procedures of local government. Note: report is marked “draft” because not all revenues and expenses have been finalized. Packet Pg. 89  2.j Tourist Development Council Meeting: 06/23/16 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 5776) DOC ID: 5776 Marketing Update (Ed Schroeder) Updated: 6/20/2016 3:29 PM by Aida Wilkinson Page 1 Packet Pg. 90  MARKETING REPORT June 23, 2016 Packet Pg. 91 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Website and Social Opportunities are Live! • More opportunities for partners to have a presence on the site, such as: • Guest Blogging • Promotion on Social • Access to Featured Events on homepage • Visit EmeraldCoasting.com, go to partner portal, log-in and it will be labeled “Social and Web Exposure Opportunities” Packet Pg. 92 2 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Pets Welcome Here TV Spot Packet Pg. 93 3 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Social Highlights • Highest level of Facebook monthly fan growth in history! • 0.71% (last year was -4.4%) Packet Pg. 94 4 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Current Campaigns Packet Pg. 95 5 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  2016 Summer Campaign • The campaign has ended, but with record-breaking results! • Over 5.5 million impressions • Over 40k clicks • Over 70k engagements Packet Pg. 96 6 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  2016 Fall Campaign • Fall campaign has officially launched! • For this campaign, we have the following: • Display & mobile banners (animating & static) • Native Ads • Search • Retargeting • Text Ads • Pre-roll • Facebook Newsfeed Ads • Content Activation Packet Pg. 97 7 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Fall Campaign TV Spot (new!) Packet Pg. 98 8 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Upcoming Campaigns Packet Pg. 99 9 2.j.a Attachment: II. j. TDC_Marketing_Presentation_June23 (5776 : Marketing Update (Ed Schroeder))  Be On The Look Out! • Part 2 of the Gulf to Table campaign