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

experienced 3 to 4 months in red ink.” Mr. Martin Owen, Wyndham Vacation Rentals Marketing Director, has been in the tourism industry for 40 years. Mr. Owen stated the firm did not appear, during their presentation, to be excited about the area or what it offers. He commented on the amount of money the firm has spent on research. He expressed disappointment in the fact the firm did not reference him, as the local regional marketing director of the biggest managed rental company in the world. He concluded by saying he was, “Very worried that we’ve lost time.” Okaloosa County Tourist Development Department Page 9 Regular Meeting Minutes AUGUST 29, 2013 Mr. Mike Minich, Southern Events Management, Inc., shared his concern about making a new logo/brand. Mr. Minich stated he served on the TDC for 4 years and understands what the county processes are. He expressed concern over half of the budget going to a one week period. “Who decided that $525,000, [should be spent on a one week period?]” Mr. O’Byrne stated the amount of $345,000 for the 2012 – 2013 campaign and strategic marketing plan was approved by the then current TDC on January 24, 2013. The plan was approved by the county commissioners, which was fully vetted and approved, and has been a public document since. The $525,000 was approved by the TDC as part of the budget process on May 30, 2013 and is now being considered by the BoCC. Mr. Minich went on to say, “We certainly know what the county’s requirements are for their agenda items. Half of the marketing money is to be spent and the TDC doesn’t get to see it as a group. It’s going to be e-mailed out and you are going to send your comments in and who’s going to make the consensus. This board is supposed to meet as a body and decide and come to a consensus as to a recommendation.” Mr. Dan Martin, Pelican Beach Resort, started by saying he supports the previously shared opinions of those who went before him. He added his concern over the Christmas campaign. He suggests throwing out the Christmas campaign and focusing on Spring and Fall. Ms. Teresa Abraham, Destin resident, was concerned over the demographics being used. She spoke to the representatives of the marketing firm, stating she didn’t feel they knew ‘who we are.’ She stated the area’s demographics are families. She added that the firm is marketing to an impulse market, while she believes that most tourists to the area are repeats and plan up to a year in advance. She expressed concern over the firm comparing the Emerald Coast to places like New Orleans, saying this area is as completely opposite from New Orleans as you can get. She closed by saying money is being wasted, because the firm doesn’t know ‘who we are.’ She suggested the firm, ‘get to know who we are.’ Ms. Rebecca Sherry, Okaloosa Island Condo Alliance, showed some concern over the ads. She said she felt the people in the photos were too bundled up. The photos should come off as warm and inviting. Mr. Mayer made some corrections on figures provided by public comment. He also offered Ms. Sherry’s comments were true, but that these were mock-ups and the actual ads would not show individuals so bundled up. Ms. Toni Richardson, Best Western Sales and Marketing Director, stated she was on the committee that brought the firm on-board. She said she is not sorry that they were brought on board. She said, “Their presentation did excite the committee.” She added she believes there was a breakdown in communication that is causing such confusion and Okaloosa County Tourist Development Department Page 10 Regular Meeting Minutes AUGUST 29, 2013 asked who on the Council or TDD should have or could have ensured that communication. Moving on from public comment, Mr. Mayer stated, that if the board is interested in changing the demographics with the income levels, it could be done. Ms. Brown commented that the medium income of those in the survey was much higher than the minimum of $50,000, with; • 80% have an income of $75,000 or more • 50% have an income of $100,000 or more • 32% have an income of $125,000 or more. Mr. Mayer said he would like to make the question of whether the minimum income should be bumped, an action item. Mr. Guidry, Commissioner Windes, and Ms. Joyce all echoed concern over a shift away from higher income visitors over the last three years. Mr. Peterson stated there could be some other economic reasons for the shift that should be looked at. Commissioner Windes underscored the importance for a quarterly session where local industry brainstorm with Peter Mayer. Ms. Clarke discussed the Emerald Coast website and some of the initiatives associated. • Content strategy and planning • User experience/information architecture o Sitemap o Wireframes • Full redesign • All new content • Front-end and back-end development • Search engine optimization • Robust filtering • Development of mobile • Optimized for tablets Jim Wood, Destin City Council, Chairman of the Okaloosa-Walton TPO, shared his concern about the website’s transportation information. He shared the fact that it was missing some pertinent information. He also commented about public transit options. Okaloosa County Tourist Development Department Page 11 Regular Meeting Minutes AUGUST 29, 2013 Campaign Timing Shoulder Seasons: • Spring (post-Spring Break through pre-Memorial Day) – runs from January to March • Fall (post-labor Day - Thanksgiving) – runs from June to August • Summer (if needed) – runs from March to May • Snowbirds – runs from June to August • A Very Emerald Christmas – runs from mid-September to mid-November Co-Op Opportunities Develop year-round opportunities for Accommodations to Partner with the TDD • Print • Online • Visit Florida Commissioner Windes reiterated the need for another meeting with Peter Mayer to discuss the 2014 marketing plan, instead of waiting for the regularly scheduled monthly meeting. Mr. O’Byrne said he would schedule one and contact the Council with the date and time. Visitor Profile Research Partnering with University of West Florida to Develop Visitor Profile Information in Order to: • Define marketing parameters • Media marketing • Demographics Findings to include • Visitation • Visitor expenditure • Length of stay • Cities of origin • Demographics • Hotel nights/condo nights • Forecasting for future • Economic impact Commissioner Windes requested Mr. Mayer and his firm work on writing task orders in plain language. Mr. Mayers agreed with Commissioner Windes’ request. Commissioner Windes then queried Mr. Stewart if there was any money that could be used to supplement public transit. Mr. Stewart said he would look into it. Okaloosa County Tourist Development Department Page 12 Regular Meeting Minutes AUGUST 29, 2013 Ms. Joyce asked about positive PR to help bring the area out of the dark cloud of previous scandals. She stated it is important for the public to see the good that is coming out of this. Mr. Mayer mentioned completing an audit to record and build public confidence. III. Schedule September TDC Meeting (Dan O’Byrne) a. Thursday, September 26, 2013, 2:00 p.m. Emerald Coast Convention Center (No motion or action taken on scheduling) IV. Adjourn Mr. Peterson adjourned the meeting at 5:31pm. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Guidry AYES: Empson, Joyce, Rigdon, Windes, Peterson, Dixon APPROVED: APPROVED: By:____________________________ By:________________________________ Name:_________________________ Name: Daniel O’Byrne________________ Title:__________________________ Title: Director, Tourist Development Dept._ Date:__________________________ Date:______________________________ Okaloosa County Tourist Development Department Page 13