Okaloosa County Tourist Development Council — Jul 25, 2013 — Minutes — reading text

the internet. Public Relations Results: 726 news stories • Stories included pieces such as the Doolittle Raiders story. New Ordinances was briefed by Ms. Kempner. Ms. Kempner discussed some of the initiatives taken to help disseminate information on new ordinances, some included are; • Safety information cards, including flag warning signs and information on the sea turtles. • Quarterly newsletters generated, called Emerald Coasts Posts, targeting the industry. The firm is always working with the convention center to create a Lead Generation program. Objective: Encourage meeting planners to select Okaloosa County as their location to host a meeting. Timeframe: September Budget: $100,000 Ms. Kempner discussed the group visitation initiative. The firm is attempting to create custom landing pages for county wide events such as the H.O.G. Rally. She concluded her part by mentioning the wedding guide which was distributed to members at the meeting. Ms. Kempner stated the book is sent out to leads from the website, trade shows, and phone calls. Ms. Clarke spoke about Very Emerald Christmas. She stated it would be a full multimedia campaign. Okaloosa County Tourist Development Department Page 5 Regular Meeting Minutes AUGUST 29, 2013 Objective: Drive visitation from Thanksgiving to New Year’s Campaign Timing: September 26-December 31 Budget: $525,000 Capitalize on current events: Santa at Harborwalk, Boat Parade, Nights & Lights Show, Fort Walton Beach Tree Lighting and Parade Develop new events to drive visitation Lighted boats, cooking demonstrations, restaurant specials Budget $40,000 Ms. Joyce mentioned a tasking order for brainstorming and queried who was involved in the process. Ms. Clarke responded that the firm’s team was responsible for brainstorming. Mr. Peterson queried how the firm justifies the dollar spent on the hardest season for visitation, with the goal of heads in beds in mind. Mr. Mayer stated the plan they are proposing has worked in other markets and the destination has a lot to offer. Ms. Joyce stated she worries about timing. She said it does not give the lodging partners a time to piggyback off the venture. Ms. Clarke then went through some mock-ups of the Christmas creative campaign. Mr. Guidry questioned where the images would go. Ms. Clarke responded that would be dictated by the TDC and TDD and should be known by next week. She continued by showing a storyboard of television advertising. Upcoming: A Very Emerald Christmas: • TDC input, September 6 • Agenda Request to BCC, September 11 • Present to BCC, September 17 • Launch September 26 Website: • Leisure to launch October 2 • Weddings to launch November 15 Fall FAM Trip: • September 26-28 Brand Television Spot, Q1: • Run from January-March • Primary planning for spring/summer Okaloosa County Tourist Development Department Page 6 Regular Meeting Minutes AUGUST 29, 2013 Committee members discussed the need for a meeting before the TDC meeting on Sept. 6th. Mr. O’Byrne stated he would send committee members correspondence out by e- mail. 2014 Planning Mr. Mayer spoke about the importance in investing into tourism research. He continued by introducing Ms. Saundra Brown, of MDI Research, who was asked how to best capitalize on the area’s brand and how to capture the shoulder season visitor. Ms. Brown began her presentation by giving the markers she used for her research. Why did we do this? • Western Panhandle- 24 miles of white sand beaches • Strongest season: Summer- accounts for nearly 2/3 of visitation. What did we do? • Six focus groups o Group 1: Ages 30-44 o Group 2: Ages 45-75 • Likely to take beach vacation in next two years • Flexibility to take trip in “Shoulder Season” 800 Surveys • Online survey of target traveler • 25-65, $50,000, 1 overnight trip per year, likely to take beach trip in next 2 years. Shorter drive market (SDM) - 8 hours or less • Atlanta • Nashville • Other Longer drive markets (LDM) - 8-13 hours • Dallas • Houston • St. Louis • Other She continued to provide the details garnered from her research, as to why and how individuals chose a particular destination, when they travel, and what the Emerald Coast provides that fills these blocks. Okaloosa County Tourist Development Department Page 7 Regular Meeting Minutes AUGUST 29, 2013 • Leisure Travel Destination Decisions o Influences: Accommodations, Special Events, Unique Attractions, Reliable or Familiar Destinations, Budgets, Convenience o Considerations: Environment § Environment: Weather, Quality § Activities: Beach and Non-Beach § Family Friendly o Sources Used? § Online Resources dominate; Bing, Yahoo, Google, Kayak, Travelocity, Expedia, Orbitz, FaceBook, Yelp, Trip Advisor, Groupon, Living Social • 50% SDM, 70% LDM; using sites to select their destination • 60% of surveyed used the sites to plan accommodations, events/agenda • Continue providing printed materials; AAA o When are they traveling? § Over half travel to the beach during the Summer § Less than a fourth are likely to take a beach vacation in Shoulder Season (Spring or Fall) • Slightly more likely in Fall o Shoulder Season Visitation Prompts § Shoulder Season Nonpeak season (Spring and Fall) § Benefits: Cheaper, More Availability, Smaller Crowds § Considerations: Weather, Availability of Non-beach activities • Existing Perceptions of Okaloosa County o Nearly all say Florida when asked to name U.S. Beaches o Okaloosa County beaches mentioned more often than competitors § Stronger in shorter drive o Okaloosa County is most associated with “Emerald Coast” § Although Walton County and Pensacola stake a considerable claim o While Okaloosa County is beach most likely to visit, Walton County outpaces in attracting new visitors. Notes: Engage with consumers further away to expand reach; Continue to leverage familiarly with the current drive markets. • Potential Positioning for Okaloosa County o What is expected from a beach destination? § Delighters: Motivating, Not Expected § Desired: Motivating, Expected (Best Positioning Attributes) § Other: Not Motivating, Not Expected § Expecting: Not motivating, Expected o Emerald Coast’s Branding and Tagline § The Heart of the Emerald Coast: Good Branding Locator § Get a little sand in your soul Okaloosa County Tourist Development Department Page 8 Regular Meeting Minutes AUGUST 29, 2013 • Key takeaways • Capitalize on Shoulder Season Travel; Benefits: Promote seasonal rates during shoulder season • Capitalize on Branding momentum already built and continue Commissioner Windes questioned whether Walton County was doing better because they are targeting consumers in a higher tax bracket. Mr. Mayer responded he did not believe so, but that it could be that there is a lot of brand confusion in what the “Emerald Coast” comprises. Mr. Peterson questioned whether, looking at the demographics, the income demographic was higher in the fall shoulder season than in the summer. Ms. Brown responded that she wasn’t positive and would have to look at her research, but she was 90% sure his assumption/statement was correct. Ms. Sharon Wade, public comment, mentioned she had a concern about the minimum income being used in the demographics. She stated $50,000 was reaching too low for the destination to sustain businesses in the area. She also mentioned there is an incredible Air Armament Museum with free admission in Valparaiso that would attract military and relatives during the fall season. Ms. Kim Flapper, Nautilus Condominiums, suggested a quarterly ideas session with the lodging partners. Mr. Lino Maldonado, Wyndham Vacation Rentals, stated he has experience on the TDC Council. He shared his disappointment in the progress of the firm so far. Mr. Maldonado stated he the firm could have garnered the information they needed more efficiently and expeditiously, if they would have queried people such as himself and his peers in local business. He went on to suggest he does not believe any more money should be spent on research or the area’s primary demographics. He stated he feels there is conflicting research and comments being presented. He shared concerns the company does not know the area or subject matter. He added, “We are the only area in this region that has