Okaloosa County BOCC — August 28, 2014 — Minutes

Okaloosa County Tourist Development Department 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, August 28, 2014 2:00 PM Emerald Coast Convention Center Council Members & Staff Attendee Name Title Status Arrived Departed Chairman, Dale E. Peterson Present - - Dale E. Peterson Vacations Vice-Chairman, Present Thomas Rice - - Magnolia Grill Rachel Joyce Hampton Inn FWB Absent - - Martin Owen ResortQuest by Wyndham Present - - Thom Gossom Best Gurl, Inc. Present - - Joe Guidry Ramada Plaza Resort Present - - Tuffy Dixon Destin Councilman Present - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Present - - Ed Schroeder TDD Director Present - - Lynn Hoshihara TDD Attorney Present - - Chairman Dale Peterson called the meeting to order at 1:59 p.m. with the Pledge of Allegiance. Public Comments Related to Current Agenda There were no public comments made at this time, despite the offer by Chairman Peterson. Mr. Dixon imparted that he has spoken to many business owners who agree that while the council and marketing firm are headed in the right direction, there is a lot of work to do still. He mentioned increasing the target demographic, which was previously moved from $45,000 to $75,000 Mr. Rice mentioned Patriots’ Day, which is a day to recognize first responders in honor of 9/11. He gave accolades to the Ramada for responding to the call for help by the organizers to support the event. Okaloosa County Tourist Development Department Page 1 of 5 August 28, 2014  I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson) a. June 26, 2014 TDC Meeting Minutes The Council approved the minutes from the previous meeting, with the change of Mr. Gossom’s vote from Naye to Aye, modifying the Motion to Oppose the Okaloosa County Sheriff’s Office Request for $350K of TDC Funds for Additional Beach and Marine Control Officers in Destin to Approved [7-1]. Motion to Approve the June 26, 2014 TDC Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Dixon SECONDER: Rice AYES: Gossom, Peterson, Rigdon, Owen, Windes, Guidry II. Director’s Update (Ed Schroeder) a. Month End Lodging Reports from Smith Travel Research – June & July Mr. Schroeder mentioned the Smith Travel Report, as viewed in the meeting book on page 10, is erroneous. Mr. Schroeder will be following up with the organization. b. Film Commission Reports – June & July c. Visitor Center Top 10 States – June & July d. Airport Enplanements & Deplanements – June & July III. Financial Update (Charlotte Dunworth) a. Month End Tax Revenue Reports from Okaloosa Tax Collector – May & June b. Financial Update – August Motion to Approve Financial Update as Provided RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Dixon AYES: Gossom, Peterson, Rigdon, Owen, Windes, Guidry c. FY15 Budget Update d. Promotional Reserves Update Okaloosa County Tourist Development Department Page 2 of 5 June 26, 2014  Ms. Dunworth updated the Council on the use of reserves for Funway Holidays, social media sweepstakes, visitors guide email, popup banners, American Bus Association, and Convention South. Ms. Dunworth requested a TDC recommendation for aerial banners since staff is still in the process of obtaining quotes. She noted that funding would be split between FY14 and FY15 due to the timing of the games. Mr. Dixon expressed a negative opinion of the use of a banner plane to advertise the destination at Alabama home games and NASCAR Talladega. Mr. Owen stressed the need to ensure a way to measure the effectiveness of the venture, possibly with a vanity URL. Mr. Sandy Williams / Owner, Boomer Aviation said he feels a URL may not provide an appropriate or immediate picture of the effectiveness of the aerial support; however, the exposure will be well over half a million people. He also stated that it is an excellent way to reinforce the brand. He quoted the cost of two banners at $5,000, but said he is willing to provide it to the TDC at $2,400 per banner, with a recommendation for two signs for conflicting games. Motion to Approve the Use of Promotional Reserve Funds in an Amount not to Exceed $30K for Aerial Promotional Banners at Alabama and Auburn Home Football Games, and NASCAR Races at Talladega to Promote the Destination RESULT: MOTION APPROVED [7-1] MOVER: Rice SECONDER: Windes AYES: Owen, Gossom, Guidry, Ridgon, Peterson NAYES: Dixon Michelle Clarke, Peter Mayer agency, presented an opportunity to advertise in Food and Traveller Magazine for three months with three pages of advertisement and editorial. The cost is $3,500 instead of $20,500 due to the last minute nature of the opportunity. Motion to Approve Use of Promotional Reserves in the Amount of $3,500 by the Peter Mayer Firm to Place Advertisement and Editorial in Food and Travel Quarterly Magazine RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Owen SECONDER: Gossom AYES: Guidry, Ridgon, Rice, Peterson, Dixon, Windes Okaloosa County Tourist Development Department Page 3 of 5 June 26, 2014  IV. Marketing Update (Kendra Moore) a. Visitor Profile Survey (UWF HAAS Center) Dr. Rick Harper and Dr. Matt Schwalb / Researchers, UWF HAAS Center provided a review of their findings documented in the Emerald Coast Visitor Profile Survey. Mr. Jim Wood/Councilman, TPO chairman- City of Destin commented he often hears that so many people fly into the area, so they do not affect traffic patterns in the area. He does not believe these numbers capture the car rentals visitors use to get from the airport to their final destination and throughout their stay. b. Agency Update (Michelle Clark) V. Sales Update (Ed Schroeder) a. ECCC Sales Marketing Reports b. Group Sales Marketing Reports VI. New Business (Dale Peterson) a. Destin Seafood Festival Request for Funding (Jami Jones) Ms. Jones stated the festival is in its 36th year and attracts over 60K people. Ms. Jones, who recently took over as lead of the festivities, acknowledged the group failed to submit the application for funding in time and requested an exception to the 60 day requirement. Motion to Recommend Approval to the BCC to Allow Exception and Provide Funding for the Destin Seafood Festival in the Amount of $20K RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Dixon SECONDER: Windes AYES: Gossom, Rigdon, Rice, Owen, Peterson, Guidry VII. Next TDC Meeting (Dale Peterson) a. Thursday September 18, 2014, 2:00 p.m., Emerald Coast Convention Center VIII. Public Comment (3 minutes each) a. Ms. Sherry Rushing / Travel Industry Sales Manager, Emerald Coast Convention Center introduced Ms. Camille Fournier as the new Industry Sales Coordinator. Okaloosa County Tourist Development Department Page 4 of 5 June 26, 2014  b. Mr. Schroeder announced Visit Florida recently tapped Ms. Kendra Moore to join their marketing team as of September 5th. The TDC is currently looking for her replacement. IX. Adjourn Motion to Adjourn the Meeting at 3:38 p.m. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Dixon AYES: Gossom, Rigdon, Windes, Guidry, Owen, Peterson APPROVED: APPROVED: By: By: Name: Dale E. Peterson Name: Ed Schroeder Title: Chairman Title: Director, Tourist Development Dept. Date: Date: Okaloosa County Tourist Development Department Page 5 of 5 June 26, 2014