Okaloosa County BOCC — August 1, 2016 — Tourist Development

BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT - MARKETING PROGRAM DESCRIPTION: Okaloosa Tourist Development is responsible for a unified marketing strategy and visitor service program that promotes awareness of the Emerald Coast as a tourist destination to increase overall visitation and lodging facility occupancy in the southern Okaloosa County areas of Destin, Fort Walton Beach, Okaloosa Island, Mary Esther, and Cinco Bayou. REVENUE: Tourist Development is funded by the Tourist Development Trust Fund, specifically the 2nd and 5th cents of the Tourist Development Tax on short term rentals. MAJOR ACCOMPLISHMENTS LAST YEAR:  The Emerald Coast Visitors Welcome Center qualified as Florida’s 1st new Official Certified Tourist Information Center meeting all of Visit Florida’s validation criteria.  Assisted 24,792 travelers from Canada, Europe and Asia and the top U.S. states of Texas, Tennessee, Florida, Georgia, and Michigan.  Visitors Center building roofing, siding and interior meeting room renovations completed.  “Beaches to Baseball” joint marketing event with ECCC & Aramark at Turner Field in Atlanta targeting meeting planners.  Conducted several media familiarization tours.  EBMS: Began processes for a more streamlined-shared data system to include increased/reliable detailed sales reports, immediate access to past, present and future client information and an overall movement towards data retrieval processes concurrent with today’s sales force systems administration.  Launched Gulf-to-Table branding campaign.  Began transition to internalize marketing activities.  Film Commissioner served as the Film Florida State Film Commission Council Chair and on the Legislative Committee.  8 National Television Network Series filmed in Okaloosa County, i.e. Bravo, TLC, Lifetime, HGTV. PROGRAM GOAL: Conduct proactive and productive sales, marketing, advertising, public relations, communications, and social networking initiatives to enhance economic growth for the area through increased visitation and tourism. KEY OBJECTIVES: 1. Provide visitors with access to Emerald Coast tourist information in a clean, comfortable, and modern environment with access to print and digital tourist information 7-days a week and select holidays. 2. Increase the monthly bed tax collections revenue and monthly lodging occupancy percentages each month over previous years. 3. Regain market share. 4. Position Okaloosa County as a year-round destination for group travel. 5. Promote and market Okaloosa County as a premier location for production and entertainment companies to shoot or film their projects. PERFORMANCE MEASURES: Actual Estimated Proposed Performance Measures FY14/15 FY15/16 FY16/17 Booked Groups 281 325 350 Output Number of Trade Shows Attended by Sales Staff 15 15 21 Number of Sales Missions and Familiarization Tours* 4 2 12 Annual Tourist Development Tax Revenues $16.6M $18.5M $19.6M Social Media Fans/Followers – Facebook 445,766 475,000 500,000 Effectiveness Social Media Fans/Followers – Twitter 7,230 8,100 9,500 Social Media Fans/Followers – Pinterest 2,969 3,200 3,500 Social Media Fans/Followers – Instagram