Okaloosa County BOCC — October 23, 2014 — VI.j. Special Events Policy

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: October 23, 2014 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director SUBJECT: Special Events and Sponsorships Policy Revision Background Section Three of the Tourist Development Department Operations and Procedures Manual provides for special event and sponsorship funding to increase awareness of the Emerald Coast and drive room occupancy, particularly during low or shoulder seasons. Discussion A draft policy revision has been prepared for TDC review and discussion. The purpose of the revision is to clarify authorized uses of funding and the payment process, integrate the application process into the budget cycle, and provide for a point-based funding methodology. Staff requests TDC discussion on the proposed policy revisions, especially with regard to the following considerations: • Authorized Uses • Funding Criteria • Funding Levels Staff will revise the policy based on TDC recommendations, run several past events through the new model to identify any potential issues, and bring the policy back for review in November.  SECTION THREE: LOCAL EVENT FUNDING APPLICATION DEADLINE: MAY 1 F.100 PURPOSE The goal of the Tourist Development Department’s Local Event Funding program is to increase out-of-market awareness of the Emerald Coast as a tourist destination and to drive lodging room occupancy in the sub-county taxing district by funding the marketing and LY promotional efforts of local event organizers. As used for purposes of Local Event Funding, "out-of-market" means outside of Santa Rosa, Okaloosa, and Walton counties to ensure that funds will be used to attract overnight visitors N to the sub-county taxing district. O F.200 AUTHORIZATION N The Tourist Development Department will set aside a portion of the overall annual budget as a budgeted line item to fund local event applications approved as part of the County’s annual IO budget process. When funding is awarded, it will be to promote and attract tourism through marketing, SS advertising, and/or promotional activities and not to support administrative costs of the event itself. Examples of administrative costs include, but are not limited to, venue rental fees, personnel, program booklets, food/beverage, and giveaways. U C F.300 FUNDING GUIDELINES IS 1) Requirements for Local Event Funding a. The Event must take place within Okaloosa County. D b. The Event must be open to the public. c. The Event must have as one of its main purposes the attraction of tourists as C evidenced by the promotion of the event to visitors residing out-of-market. TD d. The Okaloosa County Tourist Development Department’s “Emerald Coast” logo and/or web link must appear in Event marketing materials (printed, audio, visual, electronic) and may not be altered in any way. Broadcast advertisements may include the tag line “Sponsored in part by the Emerald Coast Convention and Visitors R Bureau” in lieu of mentioning the web address. FO or www.emeraldcoastfl.com or www.emeraldcoasting.com Any exceptions must be documented next to the relevant line item in the "Authorized Expenses Requested for Funding" section of the application and approved as part of the application process. e. Funding recipients shall work with Tourist Development Department staff to enhance joint attendance stimulation outreach efforts. Such efforts include, but are not limited 1 BCC Adopted xx-xx-2014  APPLICATION DEADLINE: MAY 1 to, social media, public relations and publicity initiatives, webpage links and landing pages, lodging facility reservation channels, and joint photograph and video. 2) Authorized Uses of Local Event Funding a. Print – May include production, talent fees, design, creative, agency fees and media costs. Examples of supporting documentation may include insertion order, print tear- LY sheet, invoice, and canceled check or other proof of payment. b. Online – May include production, talent fees, design, creative, agency fees and media costs. Examples of supporting documentation may include insertion order, banner ad N screen shot, invoice, and canceled check or other proof of payment. O c. Television and Radio – May include production, talent fees, design, creative, agency fees and media costs. Examples of supporting documentation may include insertion order, DVD or CD ad copy, run schedule, station affidavit, invoice, and canceled N check or other proof of payment. IO d. Direct Mail – May include production, design, creative, printing, distribution and agency fees. Examples of supporting documentation may include printing orders, product sample, postage receipt, invoice, and canceled checks or proof of payment. SS e. Website and Social Media – May include website design, social media postings, online engagement activities, and search engine optimization. Examples of U supporting documentation may include web-based screen shot, website analytics report, or other web-based tracking, invoice, and cancelled check or proof of C payment. f. Direct Sales – May include phone calls, personal distribution of fliers, emails, and IS industry show attendance. Examples of supporting documentation may include phone record, proof of industry show registration, contact list, or other proof of D performance. g. Concert and Performance Fees – May include the booking fee to bring an A-list C entertainment or headliner to the area. TD h. Other advertising and promotional activities may be considered and evaluated. 3) Funding Criteria (Applications are awarded points based on five criteria) R • Seasonality FO • Out-of-Area Attraction • Event Promotion • Event Management • Uniqueness of Event 2 BCC Adopted xx-xx-2014  APPLICATION DEADLINE: MAY 1 4) Funding Levels a) Green – up to $20,000 per Event (50 points minimum) • No room nights minimum • Supported by community sponsorships LY b) Jade – up to $50,000 per Event (50 points minimum) • 5,000 room nights minimum N • Supported by community sponsorships • O Draws unpaid media coverage • Verification of all lodging nights reported through lodging partner reports or ticket sales data N IO c) Emerald – up to $100,000 per Event (80 points minimum) • 10,000 room nights minimum • SS Supported by community sponsorships • Draws unpaid media coverage U • Verification of all lodging nights reported through lodging partner reports or C ticket sales data • IS Must provide proposed revenue and expense budgets and detailed marketing plan for the Event with funding Application • D Must provide actual revenues, expenses, and marketing activities for the Event with Expense Reimbursement Request C 5) Application Process TD a) Applications are due by May 1 to be considered for the upcoming fiscal year budget. For example, applications for events to occur October 1, 2014 through September 30, R 2015 are due no later than May 1, 2014. FO b) An exception to the May 1 application deadline may be granted for Jade and Emerald events only with concurrence of the Tourist Development Council and Board of County Commissioners. c) Applications received by May 1 are reviewed by Tourist Development Department staff and awarded points based on the applicant's response to each question. Applications are funded to the extent budget funds are available for appropriation for this purpose. 3 BCC Adopted xx-xx-2014  APPLICATION DEADLINE: MAY 1 d) Applications and their proposed funding are presented to the Tourist Development Council for consideration during its May budget meeting. e) The recommended budget is presented to the County Administrator in June and the Board of County Commissioners in August. f) Upon final adoption of the annual budget by the Board of County Commissioners in mid-September, the Tourist Development Department Director signs the approved applications. LY g) Applicants are notified of their funding status in mid to late September. N 6) Expense Reimbursement Process O a) Payment may be requested after the Event has occurred. No funds will be disbursed in advance of the event. N b) Funding lapses at fiscal year end (September 30) and no reimbursements will be made thereafter, except for events conducted in September. For those events IO occurring in September, the Expense Reimbursement Request must be received no later than thirty (30) calendar days after the end date of the Event. SS c) Payments are generally on a reimbursement basis. Copies of invoices, proof of payment, and supporting documentation for approved promotional and marketing activities must accompany the applicant’s invoice and Expense Reimbursement U Request. C d) When there is no reimbursable expense (e.g. website impressions) or the actual reimbursable expense is negligible (e.g. phone calls), the computation of the value of IS the promotional and marketing activities must be identified on the application. e) If an event is cancelled due to force majeure, promotional and marketing activities D remain eligible for reimbursement contingent upon compliance with all other Local Event Funding requirements. C TD R FO 4 BCC Adopted xx-xx-2014  OFFICIAL USE ONLY Approved By: __________________________ Emerald Coast Local Event Funding Title: _________________________________ Application (Deadline: May 1) Date: _________________________________ Amount: $_____________________________ BUSINESS/ORGANIZATION SUBMITTING APPLICATION: Business/Organization Name: LY Tax I.D. or Social Security Number: Contact Person: Title: Phone: Alt Phone: N Contact Email: Fax: O Street Address: City/ST/Zip: Web Address: N FESTIVAL, EVENT, MEETING OR CONVENTION (“EVENT”) INFORMATION: IO Event Name: Event Description: SS U Event Location (include all locations in Okaloosa County where events will occur): C Has location been secured? YES NO If no, when will location be confirmed? IS Amount of Funding Requested: $ D ****************************************************************** C Seasonality – 20 points max Points Awarded Event Dates: From: To: TD Mark One: Season Impact Period Points ________ Spring March – May 15 ________ Summer June – August 0 R ________ Fall September – November 15 FO ________ Winter December - February 20 ****************************************************************** Out-of-Area Attraction – 20 points max Points Awarded Approximately, how many local (non-lodging) attendees will come to this event? __________ Approximately, how many out-of-market (lodging) visitors will come to this event? __________ Approximately, how many nightly lodging rooms will be booked for this event? __________ (A) On average, how many nights do you project out-of-town visitors to remain? __________ (B) 5 BCC Adopted xx-xx-2014 How many total room nights do you estimate this event will generate for the sub-county taxing district? Show calculation (A x B) or provide documented historical room pickup __________ Mark One: Room Nights Points ________ 0 – 999 5 ________ 1,000 – 4,999 10 ________ 5,000 – 9,999 15 LY ________ 10,000 + 20 Please list the event’s lodging and non-lodging partners: N Lodging Partners Non-Lodging Partners O N IO How do event participants make reservations at lodging facilities? SS U How is information about room nights actually booked for your event obtained from lodging facilities? C IS ****************************************************************** D Event Promotion – 20 points max Points Awarded Mark All Event Promotion Points Applicable: C ________ Draws Unpaid Out-of-Market or National Media Coverage 5 TD ________ Event Is Packaged With Lodging Accommodations 10 Explain the resources/support/promotion provided by the lodging and non-lodging partners. R FO Describe the distribution plan for pre-event promotional items and collateral. Please outline media plans, including social media, for out-of-market advertising and communications. Opportunity to Promote Jointly with Okaloosa County? YES NO (5 points if “yes”) 6 BCC Adopted xx-xx-2014 ****************************************************************** Event Management – 25 points max Points Awarded Please list your event management experience: Size of Event Events created or managed by Location: Year Most Recent (i.e. number of applicant City/State Created Year Held participants) LY N O N Total budget for the Event: $ Marketing/advertising/promotional budget for the Event: $ IO Tourist Development Tax funding as a percent of the total budget for the Event: % Select One ________ Event Management SS Tourist Development Tax Funding Comprises less than 25% of Event’s Total Budget Points 15 Tourist Development Tax Funding Comprises less than 50% of U ________ 10 Event’s Total Budget C Applicant Has Managed Events of Similar Size and/or Nature? YES NO (5 points if “yes”) IS Additional Benefits to Okaloosa County Tourist Development? YES NO (5 points if “yes”) Describe any additional benefits the event may provide to the Okaloosa County Tourist Development Department D (e.g. access to mailing lists, surveys of event participants). C TD ****************************************************************** Uniqueness of Event – 15 points max Points Awarded R Event Targets a Niche Audience in the Strategic Marketing Plan? YES NO (5 points if “yes”) FO Describe the audience that this event will attract – i.e. families, professionals, youth, etc. plus other demographic information as available. Event Could Easily Be Relocated? YES NO (5 points if “yes”) 7 BCC Adopted xx-xx-2014 Describe why Tourist Development Tax funding is necessary to keep the event in Okaloosa County. Another Similar Event Held In Okaloosa County? YES NO (5 points if “no”) LY ****************************************************************** Bonus Point – 5 points max Points Awarded N Annual Increases in Documented Room Nights? YES NO (5 points if “yes”) O ****************************************************************** AUTHORIZED EXPENSES REQUESTED FOR FUNDING: N Any of the following items may be disqualified individually without impacting other items listed. IO Description of out-of-area marketing and promotional activities and expenses Estimated Amount SS U C IS D C TOTAL $ TD Upon completing this application in its entirety, please read the following statement and affix your signature. I have read, fully understand, and agree to be bound by Okaloosa County’s Local Event Funding R guidelines contained in the Tourist Development Department Operations & Procedures Manual. I am submitting this application on behalf of my organization’s event and am aware that this application will FO be reviewed for final approval. I have completed this application fully and accurately. I understand that all information submitted will be used to determine funding eligibility and I have not misrepresented any information contained herein. Signature of Applicant Date Printed Name of Applicant 8 BCC Adopted xx-xx-2014  Emerald Coast Local Event Funding Expense Reimbursement Request (Deadline: September 30) FESTIVAL, EVENT, MEETING OR CONVENTION (“EVENT”) INFORMATION: Event Name: LY Event Dates: From: To: Amount of Funding Awarded: $ N To receive Local Event Funding reimbursement, please submit the following: O 1. Invoice from your organization to Okaloosa County for payment of expenses, as approved in the Funding Application. 2. Proof of Performance (e.g. tear sheets, online screen shots, schedules and signed station affidavits, website N analytics reports) showing Emerald Coast logo and/or link, as approved in the Funding Application. 3. Proof of Payment (e.g. paid vendor invoice, front and back of cleared check, detailed credit card receipt), as applicable on the approved Funding Application. IO AUTHORIZED EXPENSES REQUESTED FOR REIMBURSEMENT: Expense – Only as approved in the Funding Application SS Actual Amount U C IS D C TD TOTAL $ R MARKETING & PROMOTIONAL ACTIVITIES: FO Provide a summary of the type (e.g. print, tv, radio, online) and location (e.g. out-of-county, regional, national) o f media exposure associated with this event. 9 BCC Adopted xx-xx-2014 VISITOR INFORMATION: Local (non-lodging) Attendees Out-of-Town (lodging) Visitors Total Attendees & Visitors LY LODGING OCCUPANCY: Rooms per Night Number of Total Room Lodging Facility N (A) Nights (B) Nights (A x B) 0 O 0 0 N 0 IO 0 0 SS 0 0 0 U 0 C Total Event Room Nights 0 IS Please explain if actual room nights differ from the total estimated room nights on the Funding Application by more than 10%. D C TD For Jade and Emerald funding levels only: Attach verification of all lodging nights reported (e.g. lodging partner reports or ticket sales data). R FO I certify that the above information is true and accurate to the best of my knowledge. Signature of Applicant Date Printed Name of Applicant 10 BCC Adopted xx-xx-2014