Okaloosa County BOCC — August 1, 2016 — Agenda Packet — reading text

• Trade shows • Website development and maintenance • Public relations • Media campaign • Local event marketing funding • Airline Recruitment Packet Pg. 66 12  FY16 Budget FY17 Budget % Chg Media Plan $2,513,270 $3,470,000 38.1% Packet Pg. 67 13  FY16 Budget FY17 Budget % Chg Capital $4,322,840 $2,522,000 -41.7% Beaches & Parks • Beach Accessways 4,5,6 Improvements/Amenities • Artificial Reef for Fishing Industry • Reef Deployment Monitoring Vehicle • Snorkling Reef Video Camera Tourism Promotion • Interactive/Digital Map and Whiteboard • Visitor Information Signage • SUV Replacement Packet Pg. 68 14  Capital cont’d Welcome Center • Interior Renovations • Parking Lot Resurfacing Convention Center Equipment • Walk-In Refrigerators (2) • Carpet Sweeper • Audio System • LED Theatrical Lighting • Manlift Packet Pg. 69 • Event Staging 15  Capital cont’d Convention Center Infrastructure • Pavilion Structure for Bayview Plaza (design, drawings) • Chiller Upgrade (2) • Fire Sprinkler System Piping in Garage • HVAC Air Handlers, Fans, Pumps • Ballroom Carpet • Waterproof Building Exterior Packet Pg. 70 16  FY16 Budget FY17 Budget % Chg Grants & Aid $1,260,876 $1,184,003 -6.1% • City of Destin (Beach Restoration Monitoring) $84,373 • City of Destin (Parks Maintenance) $301,453 • City of Destin (Capital Improvements) $75,432 • City of Fort Walton Beach (Landing Stage) $100,000 • Destin Fire District (Lifeguards) $550,000 • Heritage Park & Cultural Center $7,500 • Emerald Coast Science Center $37,345 • Destin Fishing & History Museum $27,900 Packet Pg. 71 17  FY16 Budget FY17 Budget % Chg Interfund Transfers $1,466,007 $1,659,330 13.2% Transfers to General Fund • Beach Cleaning & Parks Maintenance $934,330 • Lifeguards (Okaloosa Island) $500,000 Transfer to Okaloosa Sheriff • Marine Unit $125,000 Transfer to Capital Projects Fund • Beasley Park Improvements $100,000 Packet Pg. 72 18  FY16 Budget FY17 Budget % Chg Debt Service $670,793 $669,821 -0.1% Debt Service for Western Destin Beach Restoration • TDT Contribution $669,821 • MSBU Contribution $0 MSBU has sunset and full amount of debt service will be paid by first penny through debt expiration in October 2020. Packet Pg. 73 19  FY16 Budget FY17 Budget % Chg Reserves $27,604,164 $34,712,316 25.8% Target FY17 Operations (35% of personnel/ops + debt) $5.8M $5.7M Beach Restoration $14.0M $9.8M East Pass Emergency Dredging $2.0M $2.0M ECCC Insured Loss Deductible $1.5M $1.5M Promotional Activities (25% of promos) $1.3M $1.5M Future Capital Outlay n/a $14.1M Packet Pg. 74 20  FY17 Goals • Overtake competitors’ market share in NW FL • Protect and improve our most important tourism assets • Diversify our appeal as a premier tourism destination • Increase actual bookings from sales leads • Move Convention Center toward the break-even point • Enhance the Convention Center and update capital plan Packet Pg. 75 21  22 Thank You Packet Pg. 76  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT - MARKETING PROGRAM DESCRIPTION: Okaloosa Tourist Development is responsible for a unified marketing strategy and visitor service program that promotes awareness of the Emerald Coast as a tourist destination to increase overall visitation and lodging facility occupancy in the southern Okaloosa County areas of Destin, Fort Walton Beach, Okaloosa Island, Mary Esther, and Cinco Bayou. REVENUE: Tourist Development is funded by the Tourist Development Trust Fund, specifically the 2nd and 5th cents of the Tourist Development Tax on short term rentals. MAJOR ACCOMPLISHMENTS LAST YEAR:  The Emerald Coast Visitors Welcome Center qualified as Florida’s 1st new Official Certified Tourist Information Center meeting all of Visit Florida’s validation criteria.  Assisted 24,792 travelers from Canada, Europe and Asia and the top U.S. states of Texas, Tennessee, Florida, Georgia, and Michigan.  Visitors Center building roofing, siding and interior meeting room renovations completed.  “Beaches to Baseball” joint marketing event with ECCC & Aramark at Turner Field in Atlanta targeting meeting planners.  Conducted several media familiarization tours.  EBMS: Began processes for a more streamlined-shared data system to include increased/reliable detailed sales reports, immediate access to past, present and future client information and an overall movement towards data retrieval processes concurrent with today’s sales force systems administration.  Launched Gulf-to-Table branding campaign.  Began transition to internalize marketing activities.  Film Commissioner served as the Film Florida State Film Commission Council Chair and on the Legislative Committee.  8 National Television Network Series filmed in Okaloosa County, i.e. Bravo, TLC, Lifetime, HGTV. PROGRAM GOAL: Conduct proactive and productive sales, marketing, advertising, public relations, communications, and social networking initiatives to enhance economic growth for the area through increased visitation and tourism. KEY OBJECTIVES: 1. Provide visitors with access to Emerald Coast tourist information in a clean, comfortable, and modern environment with access to print and digital tourist information 7-days a week and select holidays. 2. Increase the monthly bed tax collections revenue and monthly lodging occupancy percentages each month over previous years. 3. Regain market share. 4. Position Okaloosa County as a year-round destination for group travel. 5. Promote and market Okaloosa County as a premier location for production and entertainment companies to shoot or film their projects. Packet Pg. 77 PERFORMANCE MEASURES: Actual Estimated Proposed Performance Measures FY14/15 FY15/16 FY16/17 Booked Groups 281 325 350 Output Number of Trade Shows Attended by Sales Staff 15 15 21 Number of Sales Missions and Familiarization Tours* 4 2 12 Annual Tourist Development Tax Revenues $16.6M $18.5M $19.6M Social Media Fans/Followers – Facebook 445,766 475,000 500,000 Effectiveness Social Media Fans/Followers – Twitter 7,230 8,100 9,500 Social Media Fans/Followers – Pinterest 2,969 3,200 3,500 Social Media Fans/Followers – Instagram 2,819 3,200 3,500 Reserves Operations (target = 35%) n/a 35% 35% Promotional Activities (target = 25%) n/a 33% 25% *A familiarization tour is a trip offered to travel media, tour operators, meeting planners, and other persons connected with the tourist industry to acquaint them first-hand with what the destination has to offer. Packet Pg. 78  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT - BEACHES & PARKS PROGRAM DESCRIPTION: Maintenance, restoration, and improvements of beaches and beach facilities; maintenance and improvements of waterfront parks within the taxing district; and support for an artificial reef program and ecotourism opportunities. REVENUE: Beaches and parks maintenance and improvements are funded by the Tourist Development Trust Fund, specifically the 1st cent of the Tourist Development Tax on short term rentals, as well as by a special assessment of certain properties. MAJOR ACCOMPLISHMENTS LAST YEAR:  Submitted permit application for aquatic and upland phase of Veterans Park @ Baywalk project.  Staff member elected as Vice-Chair of Florida Shore and Beach Preservation Association Executive Board.  Met with Congressional delegation seeking support for a Federal Shore Protection project.  Installed 5 dune walkovers on Okaloosa Island under FDEP grant.  Assisted United States Army Corps of Engineers in submitting compliance package or Federal Shore Protection project.  Deployed approximately 2,000 tons of repurposed concrete material under the “Concrete to Reefs” program.  Continued