Okaloosa County Tourist Development Council — Sep 9, 2013 — Minutes — reading text

Okaloosa County Tourist Development Department 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, October 24, 2013 2:00 PM Emerald Coast Convention Center Tourist Development Council Members Attendee Name Title Status Arrived Departed Dale E. Peterson Chairman Present - - Thomas Rice Vice-Chairman Present - - Rachel Joyce Present - 4:45 Daniel Empson Present - - Thom Gossom Present - - Joe Guidry Present - - Tuffy Dixon Destin Councilman Present - - Charles Rigdon FWB Councilman Absent - - Kelly Windes Commissioner District 5 Present - - Daniel O'Byrne Director Present - - Greg Stewart & TDD Attorney Present - - Lynn Hoshihara Mr. Mark Mayer Michelle Clarke & Peter Mayer Advertising Present - - Ellen Kempner Tonya Landry Mr. Peterson called the meeting to order at 2:05 p.m. with the Pledge of Allegiance. I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson- Chairman) Motion to Approve, September 9, 2013 TDC Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Dixon SECONDER: Windes AYES: Peterson, Rice, Joyce, Empson, Gossom, Guidry Okaloosa County Tourist Development Department Page 1 of 7  II. Public Comments Related to Current Agenda (Dale Peterson – Chairman) Ben Anderson, Okaloosa County Tax Collector, began the meeting by reporting on the transfer of tourist development tax collections. He stated the transition was very successful and seamless. He also welcomed those who collect tourism development taxes to meet with his office to discuss how the transition went from their standpoint, any concerns or questions, as well as provide input on a “Fair Share Program.” Hoteliers can contact Ms. Toni Richardson, at the Best Western, for group meetings. Ms. Kendra Nixon, at the Tourist Development Department, is the point of contact for property managers. Mr. Guidry queried Mr. Anderson about the possibility of receiving the regular reports sooner. He stated Okaloosa County seems to be the last report he sees come in. Mr. Anderson stated his office strives to provide the information as soon as possible and they would look at the possibilities. He added; the deadline for many contributors plays heavily on those results and their primary goal is accuracy. Ms. Lynn Hoshihara continued the meeting by informing attendees of new legislation that will affect the council as of Oct. 1. The statute mandates the allowance of public comment before votes are taken. She stated counsel will provide draft policy for the Tourist Council’s consideration at the January meeting. Mr. Peterson then proceeded to open the floor to public comments. Mr. Mike Anderson, Fort Walton Beach Mayor, suggested allowing public comment after each agenda item, which is the way Fort Walton Beach conducts their meetings. He elaborated on his suggestion by stating public comment could influence a vote and therefore could be helpful and pertinent. Mr. Peterson wound the conversation down by adding the public is always welcome to comment. He requested anyone with comments should raise their hands and if it is appropriate timing, they would be allowed to speak briefly. III. Review Month End August Tax Receipts, Month End August STR Report, and September 30th Draft Year-End TDD Expenditures by Penny (Dan O’Byrne) Mr. O’Byrne said revenues for the month of August were up 11.7% and year-to-date numbers are up 2.63%. Mr. O’Byrne reported the Pennies, this year, will generate 2.7% instead of the 1.9% forecasted last year. Okaloosa County Tourist Development Department Page 2 of 7  Mr. O’Byrne continued to review the TDD expenditures by the Penny for the quarter and year end. He stressed that the numbers provided are the numbers as of Oct. 1. The complete audited numbers will be available for the Council’s review at the January meeting. Ms. Joyce queried whether the 4th Penny needs to be tied up in debt in order to maintain the existence of the 5th penny. Ms. Hoshihara responded the ordinance had been changed to ensure that the end of the bond would not expire the fifth penny. She went on to read the most recent ordinance for the council. Mr. Peterson also commented that the next time the council sees the report it will be different, but next year’s budget will show the 5th penny as a pure tourism fund, as it was intended to be. He ended the conversation by stating the convention center needs to be expanded to accommodate larger groups with more breakout space. Motion to Approve the DRAFT September 30th Year End Financial Report as Presented (Pending Audited Financials) RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Dixon SECONDER: Rice AYES: Peterson, Joyce, Empson, Gossom, Guidry, Windes IV. Review Draft Year-End Emerald Coast Convention Center Operating Revenues (Bill Leaman) Mr. Leaman began by reporting year-end revenues of; $747,558. He explained the center is a little bit behind last year’s figures at the same time. This is primarily because of one of the center’s bigger events being postponed due to the federal government shut-down. Mr. Leaman also spoke about the new development in the works. Mr. Peterson asked about the convention center’s use of a balance sheet. Mr. Leaman responded they are used and he can have it available for the next meeting. Mr. Guidry asked about the entrance construction plans. Mr. Leaman stated he does have some conceptual drawings, but no formalized plans at this time. Okaloosa County Tourist Development Department Page 3 of 7  Motion to Approve the DRAFT Emerald Coast Convention Center Operating Revenues (Pending Audited Financials) RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Guidry SECONDER: Dixon AYES: Peterson, Joyce, Empson, Gossom, Rice, Windes V. Review 2013 -2014 Strategic Marketing Plan per TDC Bylaws, and consider recommending same to the BCC for final approval in the form of a resolution (Peter Mayer Advertising) Ms. Kempner started her brief by thanking the council, hoteliers and others for helping on the collaborative effort of completing the Strategic Marketing Plan. She continued on to review the 2013-2014 Strategic Marketing plan. Ms. Clarke then spoke about the new Emerald Coast website. EmeraldCoastFL.com was recently launched. The mobile site is in the works and expected later in November. That will be followed by a wedding section. She proceeded to speak about initiatives for the marketing campaign. Postcards, window clings, and brochures with calendar of events are being sent out to lodging partners, available in the Destin Commons and at the Visitors Center to let potential visitors know about “A Very Emerald Christmas.” Ms. Landry then reviewed the Leisure Plan Summary. This includes television, national publications, regional magazines, online presence, radio and outdoor boards. She also discussed media approaches to meeting and convention marketing. Mr. Peterson and Mr. Dixon both commented that they have heard and viewed positive progress from the firm concerning their efforts to work with stakeholders during the planning phases. Ms. Clarke continued the briefing by reviewing the firm’s Public Relations plan, both paid and earned. Ms. Kempner rounded the presentation out by discussing the Emerald Coast’s branding. She showed the group an example of the new brand design. Okaloosa County Tourist Development Department Page 4 of 7  Josh Mayer was introduced to discuss the 2014 creative campaign. He showed some conceptual print ads and explained the methodology of the campaign. Ms. Sharon Wade, public member, asked why there is not more mention of deep sea fishing, Destin’s Luckiest Little Fishing Village, or even the Destin Harbor. She also questioned whether there was a possibility of partnering with various Airlines to target potential snowbirds in places like Nebraska or the Dakotas. Ms. Nixon informed her, although many of the images and concepts shown at the meeting did not include fishing specific images, that lure was still present in the marketing strategy – on the website and more. Ms. Nixon then introduced, Dr. Rod Lewis, with the UWF-Haas Center. He has been asked to research trends in what we are doing to attract visitors, who is coming here, typical income levels, and what are they spending their money on. He has performed this research on the coast of Pensacola before and he believes this information will be very useful. Mr. Peterson asked Dr. Lewis if his study would accomplish