Okaloosa County BOCC — January 30, 2014

Tourist Development Council 1540 Miracle Strip Parkway Fort Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Agenda ~ Thursday, January 30, 2014 2:00 PM Emerald Coast Convention Center Council Members and Staff Dale E. Peterson Chairman Thomas Rice Vice-Chairman Daniel Empson Owner, Harry T's Lighthouse Restaurant Thom Gossom Owner, Best Gurl, Inc. - Mktg & Comm. Firm Joe Guidry Manager, Ramada Plaza Beach & RV Resorts Rachel Joyce General Manager, Hampton Inn Honorable Kelly Windes Commissioner District 5 Honorable Tuffy Dixon City of Destin Representative Honorable Charles Rigdon City of FWB Representative Ed Schroeder Director, Tourist Development Department, Okaloosa County Lynn Hoshihara TDD Attorney Greg Stewart TDD Attorney Pledge of Allegiance and Welcome (Dale Peterson – Chairman) I. Public Comments Related to Current Agenda (Dale Peterson) II. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson) a. Tourist Development Council - Regular Meeting - Dec 12, 2013 2:00 PM III. Director's Update (Ed Schroeder) a. December Month End Lodging Reports b. Visitors Guide IV. Financial Update (Charlotte Dunworth) a. November Month End Tax b. January Financial Update c. Special Event & Sponsorship Funding Tourist Development Council Page 1 Printed 1/28/2014 Regular Meeting Agenda January 30, 2014 V. Convention Center Update (Bill Leaman) a. Exterior North Construction b. Food & Beverage RFP VI. Marketing Update (Kendra Nixon) a. 2013 Readers' Choice & Travelers' Choice b. Reallocation of Strategic Marketing Plan Co-Op funds c. A Very Emerald Christmas Campaign d. Agency Update VII. Sales Update (Sherry Rushing/Tisha Maraj) VIII. Old Business (Dale Peterson) IX. New Business (Dale Peterson) a. Approval to allocate first penny reserve funds X. Next TDC Meeting (Dale Peterson) a. Thursday February 27, 2014, 2:00 p.m. Emerald Coast Convention Center XI. Public Comment a. General (3 minutes each) XII. Adjourn XIII. TDC Items Tourist Development Council Page 2 Printed 1/28/2014  2.a Okaloosa County Tourist Development Department 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, December 12, 2013 2:00 PM Emerald Coast Convention Center Tourist Development Council Members Attendee Name Title Status Arrived Departed Chairman, Dale E. Peterson Present - - Dale E. Peterson Vacations Vice-Chairman, Thomas Rice Present - - Magnolia Grill Rachel Joyce Hampton Inn FWB Absent - - Daniel Empson Harry T’s Restaurant Present - - Thom Gossom Best Gurl, Inc. Present - - Joe Guidry Ramada Plaza Resort Present - - Tuffy Dixon Destin Councilman Absent - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Present - - Ed Schroeder TDD Director Present - - Rick Owens Interim TDD Director Present - - Lynn Hoshihara TDD Attorney Present - - Mr. Peterson called the meeting to order at 2:02 p.m. with the Pledge of Allegiance. I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson- Chairman) Members did not receive meeting minutes due to technical error. Council reviewed meeting minutes before the vote to approve. Motion to Approve October 24, 2013 TDC Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Guidry AYES: Empson, Gossom, Rigdon, Windes, Peterson II. Public Comments Related to Current Agenda (Dale Peterson – Chairman) Asked the public if anyone would like to make comment, no one accepted offer. Okaloosa County Tourist Development Department Page 1 of 5 Packet Pg. 3  2.a III. Financial Status Update (Ed Schroeder /Charlotte Dunworth) Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Mr. Guidry shared his delight with October revenue report provided by the county. He did request more information as to where the revenue was garnered, and whether it was an increase or decrease over last year at the same time. He explained that it would be helpful to know where the money is coming from, Fort Walton Beach, Destin or the Island and whether it was from condos or hotels, etc. Mr. Peterson took a break from the agenda to introduce, Ms. Charlotte Dunworth, the TDD Finance, Administration and Compliance Manager, who is new to the TDD visitors center staff. Mr. Rick Owen, Interim TDD Director, took the opportunity to thank the TDD staff for their hard work and assistance during a difficult time. Commissioner Windes, in turn, thanked Mr. Owen for his assistance as interim TDD Director, and for doing such an excellent job. Mr. Guidry echoed his sentiments. Ms. Dunworth proceeded to review the 2013 financial report and numbers available from the beginning of FY14. She explained that there is a lag of about two months for receipt of the Tax Collector’s report, but information available would still be valuable. Mr. Guidry reviewed his concern over the lag in information from the Tax Collector. Mr. Peterson clarified that expenses are available in real-time, but revenues are not. Commissioner Windes stated that he would be willing to take these concerns to the Tax Collector on the Council’s behalf. Bill Leaman discussed the financial status of the convention center. He reviewed the balance sheet for the center, as requested by the Council at the last meeting. IV. Beach Response Vehicle Funding Request (Dale Peterson – Chairman) Chief Tilley spoke with the Purchasing Department, who informed him there were no other bids required since the vehicle and equipment are being purchased off State Contract. Ms. Hoshihara confirmed Chief Tilley’s statement. The Okaloosa Island Fire Department is requesting $24,726.17 to purchase the beach response vehicle; which is 50% of its total cost. The Council agreed to the funding and requested the new Heart of the Emerald Coast logo be featured on the vehicle. Motion to Recommend Approval of $24,726.17 in Funding To the Okaloosa Island Fire Department for the Purchase of a New Response Vehicle Okaloosa County Tourist Development Department Page 2 of 5 Packet Pg. 4  2.a RESULT: MOTION APPROVED [UNANIMOUS] Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale MOVER: Rice SECONDER: Rigdon AYES: Empson, Gossom, Guidry, Windes, Peterson V. Adopt TDC Public Participation Resolution pursuant to Section 286.0114, F.S. (Lynn Hoshihara, Esq.) Ms. Hoshihara reviewed the Florida Statute regarding public comments. The committee agreed to its adoption. Motion to Adopt Participation Resolution as Written in Section 286.0114, F.S. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Guidry AYES: Empson, Gossom, Rigdon, Windes, Peterson VI. Peter Mayer Marketing Plan update (Ellen Kempner, Michelle Clarke) Ms. Kempner provided an update of the A Very Emerald Christmas campaign launch. She shared that the event was very well attended, along with local mayors. Several poster boards with illustrations of the website and print ads were sent around for review. Ms. Kempner thanked the local restaurateurs and other businesses for helping to fill in the event calendar during the Christmas campaign. The event was very well attended. The mayors of both Fort Walton Beach and Destin were in attendance. The team reviewed the current “A Very Emerald Christmas” campaign, to include the website, social media and radio spots as well as paraphernalia and special events. Ms. Clarke shared good news. The Doolittle Raiders coverage garnered two awards for Peter Mayer from the prestigious Hospitality Sales and Marketing Association International. They won both a Bronze and Gold award. This places them in the next level of competition for the Platinum Award. The team is now working with Dr. Bryan Harris at UWF Haas. Emerald Coast demographics surveys and research should begin in mid-January. This will help the firm, TDC Council, TDD Department and local stakeholders better understand where the best returns on investment are, how the industry is growing and where opportunities are available. Okaloosa County Tourist Development Department Page 3 of 5 Packet Pg. 5  2.a Two 2014 Visitors Guide production and printing bids were received already and Peter Mayer is waiting on the last bid, which should be in this week. Discussions on which Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale vendor to choose will begin next week. Mr. Rice exclaimed he was delighted to hear an advertisement on Sirius Radio for the area and complimented the agency. VII. New Business (Dale Peterson – Chairman) Introduction of Ed Schroeder, New Tourist Development Department Director (Rick Owen) Mr. Peterson introduced Mr. Schroeder, the new Tourist Development Department Director. Mr. Schroeder has many years in the industry, many awards, military experience and is a University of Georgia graduate. VIII. Schedule Quarterly TDC Meeting Thursday, January 30, 2014, 2:00 p.m., Emerald Coast Convention Center Next Meeting to Be Held January 30, 2014, 2:00 p.m., at the Emerald Coast Convention Center. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Gossom AYES: Empson, Guidry, Rigdon, Windes, Peterson The following meeting tentatively set for Thursday, February 27, 2014, 2:00 p.m., Emerald Coast Convention Center IX. Public Comment (3 minutes each) No public comment. Mayor Sam Seevers from the City of Destin was recognized for her efforts resulting in great cost savings to the City. Mr. Guidry queried Commissioner Windes about the contract for beach cleaning. Commissioner Windes shared the contract should be cleared up by February 2014 for rebid. Public Works’ Parks Department is currently renting beach cleaning equipment and cleaning the beaches. Okaloosa County Tourist Development Department Page 4 of 5 Packet Pg. 6  2.a X. Adjourn Mr. Peterson adjourned the meeting at 2:54 p.m. Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Motion to Adjourn December 12, 2013 TDC meeting RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Rigdon AYES: Empson, Guidry, Gossom, Windes, 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 Packet Pg. 7  3.a Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2455) DOC ID: 2455 December Month End Lodging Reports Updated: 1/28/2014 11:12 AM by Aida Wilkinson Page 1 Packet Pg. 8  ADR 2004 2013 Emerald Coast Lodging Average Annual Daily Lodging Rate 2004 2013 $150 $130 $117 48 $117.48 $119.87 $ $122 13 $122.13 $117.40 $113.04 $106.63 $109.91$106.15 $110 $97.00 $89 62 $89.62 $90 $70 $50 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Smith Travel Research, Inc. Republication or Other Re Use of this Data without the express written permission of STR is strictly prohibited. 3.a.a Packet Pg. 9 Attachment: III.a. (2455 : December Month End Lodging Reports)  AVERAGE DAILY RATE Room revenue divided by rooms sold, displayed as the average rental rate for a single room. $250.00 Emerald Coast Average Daily Lodging Rate $230.00 $210 $210.00 00 $189.08 $ $178.07 $190.00 $170.00 $145.91 $142.25 $150.00 $129.99 $133.54 $130.00 $115.38 $107.60 $110.00 $86.35 $77.21 $80.89 $79.34 $90.00 $70.00 $50.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 $71.93 $77.30 $110.14 $120.62 $128.40 $157.45 $147.47 $113.41 $102.78 $93.78 $77.43 $73.12 2011 $72.53 $75.67 $113.41 $124.73 $133.68 $163.26 $171.81 $128.14 $108.94 $102.81 $82.93 $78.59 2012 $74.09 $78.97 $122.63 $134.92 $144.46 $175.64 $182.75 $139.44 $112.62 $107.88 $84.78 $80.21 2013 $$77.21 $80.89 $ $129.99 $$133.54 $ $ $145.91 $$178.07 $ $189.08 $$142.25 $ $115.38 $$107.60 $$86.35 $$79.34 Source: Smith Travel Research, Inc. Republication or Other Re Use of this Data without the express written permission of STR is strictly prohibited. 3.a.a Packet Pg. 10 Attachment: III.a. (2455 : December Month End Lodging Reports)  OCCUPANCY Occupancy is a percentage of rooms occupied. Emerald Coast Lodging Occupancy 100% January December 81.31% 84.02% 90% 80% 68.81% 70% 64.25% 63.66% 61.50% 55.65% 60% 51.91% 46.86% 44 31% 44.31% 50% 33.10% 36.56% 40% 30.83% 30% 0% 20% 10% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD* 2010 30.20% 40.10% 52.80% 57.10% 53.20% 65.30% 64.70% 48.60% 43.30% 41.60% 32.30% 27.90% 46.43% 2011 28.86% 43.14% 58.10% 59.60% 59.33% 75.38% 80.90% 58.70% 48.93% 46.80% 33.39% 27.61% 52.70% 2012 30.12% 46.41% 64.60% 64.97% 67.65% 80.01% 85.02% 60.26% 49.72% 49.30% 37.42% 29.77% 55.71% 2013 33.10% 46.86% 64.25% 61.50% 68.81% 81.31% 84.02% 63.66% 51.91% 44.31% 36.56% 30.83% 55.65% *YTD = Year to Date Source: Smith Travel Research, Inc. Republication or Other Re Use of this Data without the express written permission of STR is strictly prohibited. 3.a.a Packet Pg. 11 Attachment: III.a. (2455 : December Month End Lodging Reports)  REVPAR Room revenue divided by rooms available. Revenue Per Available Room $170 $158.86 $144.78 $130 $100.41 $90.56 $83.52 $82.13 $90 $59 90 $59.90 $47.68 $50 $37.91 $31.56 $25.56 $24.46 $10 $ 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 $21.72 $30.98 $58.13 $68.87 $68.31 $102.89 $95.44 $55.12 $44.52 $39.00 $24.90 $20.38 2011 $20.93 $32.64 $65.90 $74.34 $79.31 $123.06 $138.92 $75.17 $53.31 $48.16 $27.69 $21.70 2012 $22.32 $22 32 $29 $29.13 13 $79.22 $79 22 $87 $87.65 65 $97.73 $97 73 $140.53 $140 53 $155 $155.37 37 $84 $84.03 03 $56.00 $56 00 $53 $53.14 14 $31.73 $31 73 $23 $23.88 88 2013 $25.56 $37.91 $83.52 $82.13 $100.41 $144.78 $158.86 $90.56 $59.90 $47.68 $31.56 $24.46 Source: Smith Travel Research, Inc. Republication or Other Re Use of this Data without the express written permission of STR is strictly prohibited. 3.a.a Packet Pg. 12 Attachment: III.a. (2455 : December Month End Lodging Reports)  4.a Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2456) DOC ID: 2456 November Month End Tax Updated: 1/28/2014 11:25 AM by Aida Wilkinson Page 1 Packet Pg. 13  4.a.a Attachment: IV.a. Nov OCTC (2456 : November Month End Tax) Okaloosa County Tax Collector Tourist Development Tax November Tax Revenue Report Fiscal Year 2013-2014 Benjamin F. Anderson Prepared by: Okaloosa County Tax Collector Joshua Allen Director of Field Services Packet Pg. 14  Total Historical TDT Collections and Percentage Breakdown FY 2009 - Current % (+/-) % (+/-) % (+/-) Cum (+/-) Month FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 2011-2012 2012-2013 2013-2014 2013-2014 October $478,148.95 $522,443.42 $521,660.33 $598,158.00 14.49% $609,091.44 1.83% $680,330.93 11.70% 11.70% November $206,354.05 $210,704.19 $213,947.00 $239,511.00 11.95% $259,606.95 8.39% $273,038.26 5.17% 9.75% December $203,215.30 $235,157.23 $217,922.30 $289,595.00 32.89% $288,498.30 -0.38% January $277,999.51 $285,996.44 $256,775.00 $297,124.03 15.71% $298,995.38 0.63% February $386,604.93 $376,473.90 $365,490.00 $437,614.00 19.73% $395,790.00 -9.56% March $755,427.84 $727,272.00 $768,790.00 $1,028,053.00 33.72% $1,118,616.08 8.81% April $792,139.00 $779,028.05 $847,476.00 $987,462.61 16.52% $905,964.12 -8.25% May $986,600.37 $955,032.36 $1,079,025.00 $1,296,974.20 20.20% $1,264,606.99 -2.50% June $2,091,522.22 $1,730,975.65 $2,290,684.30 $2,755,441.00 20.29% $2,797,225.80 1.52% July $2,245,536.10 $1,483,002.44 $2,749,706.99 $2,755,052.00 0.19% $2,897,646.65 5.18% August $1,169,781.00 $756,365.51 $1,225,204.88 $1,421,408.96 16.01% $1,588,763.04 11.77% September $800,409.00 $700,746.00 $1,028,530.00 $1,067,149.50 3.75% $1,098,414.84 2.93% Total $10,393,738.27 $8,763,197.19 $11,565,211.80 $13,173,543.30 13.91% $13,523,219.59 2.65% $953,369.19 Amounts for September 2013 through current reported by the Okaloosa County Tax Collector's Office. All amounts prior to September 2013 reported by the Okaloosa County Clerk of Courts. Page 1 4.a.a Packet Pg. 15 Attachment: IV.a. Nov OCTC (2456 : November Month End Tax)  Total Monthly TDT Collections FY 2012 - 2014 $3,300 2,897.6 $3,000 2,797.2 2,755.4 2,755.1 $2,700 FY FY $2,400 2012 2003 $2,100 $1,800 1,588.8 1,421.4 $1,500 1,297.0 1,264.6 1,118.6 1,098.4 $1,200 1,067.1 1,028.1 987.5 906.0 Total TDT Collections in Thousands $900 680.3 609.1 598.2 $600 437.6 395.8 299.0 297.1 289.6 288.5 273.0 259.6 239.5 $300 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 $0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Month Page 2 FY 12 FY 13 FY 14 Page 2 4.a.a Packet Pg. 16 Attachment: IV.a. Nov OCTC (2456 : November Month End Tax)  TDT Rental Receipts and Amount Remitted by Rental Type / Tax Area November 2013 Total Gross Rental Exempt Rental Taxable Rental 5% of Taxable Collection Distibution to Tax Collector Rental Type Adjustments Penalty Interest Amount Receipts Receipts Receipts Rental Receipts Allowance TDD/BCC Commission Remitted Condo $3,149,452.93 $382,205.39 $2,767,247.54 $138,362.38 ($1,587.75) $2,461.21 $39.97 ($1,587.15) $137,688.66 $133,558.00 $4,130.66 Hotel / Motel $1,885,569.12 $77,040.45 $1,808,528.67 $90,426.43 $297.07 $1.71 ($755.98) $89,969.23 $87,270.16 $2,699.08 Single Family Dwelling $422,191.52 $11,475.46 $410,716.06 $20,535.80 $100.00 $1.45 ($172.42) $20,464.83 $19,850.89 $613.94 Other $568,409.91 $67,556.00 $500,853.91 $25,042.70 $50.00 $0.00 ($177.16) $24,915.54 $24,168.07 $747.47 Total $6,025,623.48 $538,277.30 $5,487,346.18 $274,367.31 ($1,587.75) $2,908.28 $43.13 ($2,692.71) $273,038.26 $264,847.11 $8,191.15 Total Gross Rental Exempt Rental Taxable Rental 5% of Taxable Collection Distibution to Tax Collector Tax Area Adjustments Penalty Interest Amount Receipts Receipts Receipts Rental Receipts Allowance TDD/BCC Commission Remitted Destin $3,128,561.42 $216,214.75 $2,912,346.67 $145,617.33 ($1,587.75) $1,911.21 $40.33 ($1,921.95) $144,059.17 $139,737.40 $4,321.78 Okaloosa Island $2,439,165.73 $221,409.48 $2,217,756.25 $110,887.81 $650.00 $1.09 ($526.65) $111,012.25 $107,681.88 $3,330.37 Fort Walton Beach $457,896.33 $100,653.07 $357,243.26 $17,862.16 $347.07 $1.71 ($244.11) $17,966.83 $17,427.83 $539.00 Total $6,025,623.48 $538,277.30 $5,487,346.18 $274,367.31 ($1,587.75) $2,908.28 $43.13 ($2,692.71) $273,038.26 $264,847.11 $8,191.15 Page 3 4.a.a Packet Pg. 17 Attachment: IV.a. 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Nov OCTC (2456 : November Month End Tax)  4.b Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2457) DOC ID: 2457 January Financial Update Updated: 1/28/2014 11:28 AM by Aida Wilkinson Page 1 Packet Pg. 22  4.b.a Financial Update January 2014 FY 2013-14 AMENDED BUDGET: $36,713,969 Financial data as of 01/21/14 The adopted budget of $33,967,750 has been amended during the year to record BP grant funds for marketing, FDEP grant funds for Okaloosa Island dune walkovers, FDOT grant funds for seasonal transit service on Okaloosa Island and Destin, and general reserve carryforwards. The tourist development department has three recurring revenue sources – tourist development tax (5 Attachment: IV.b. Financial Update (2457 : January Financial Update) percent), convention center fees (e.g. room & equipment rentals, ticket sales), and interest income on cash balances – along with two non-recurring revenue sources – grants & assessments (BP, FDOT, FDEP, MSBU) and reserves. Reserves are the largest component of budgeted revenues because the budget reflects current cash on hand as well as anticipated revenues. Reserves/cash on hand is a budget “placeholder” and represents the accumulation of unspent prior year bed tax dollars; it’s not an actual source of incoming revenues for the year. Tourist development taxes comprise the largest part of actual annual revenue collections. Each percentage is anticipated to generate $2.4M, for a total of $12M in bed taxes. Lodging establishments remit bed tax collections to the tax collector by the 20th of each month for the preceding month. The tax collector reconciles and remits the revenues to the County by the 10th of the following month. Due to the timing of this process, the $953K in actual revenue only represents collections through November 30th. January 28, 2014 Packet Tourist Development Department, Okaloosa County, FL Pg. 23 Financial Update – January 2014 4.b.a The tourist development department has several recurring expenses – personnel, beaches & parks, Attachment: IV.b. Financial Update (2457 : January Financial Update) visitor services & lifeguards, convention center, and tourism promotion – along with two non-recurring expenses – grants & assessments and reserves. Reserves are the largest component of budgeted expenses because budgeted expenses must equal budgeted revenues. The budgeted use/drawdown of reserves is reflected in the amount by which budgeted reserves expenses are less than budgeted reserves revenues: $21M reserve revenue – $15M reserve expenses = $6M use/drawdown for capital projects Each percentage of the bed tax is required to be spent in a certain way per County Ordinance. January 28, 2014 Tourist Development Department, Okaloosa County, FL 2 of 5 Packet Pg. 24 Financial Update – January 2014 4.b.a FIRST PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive) beach park facilities or beach improvements beach & waterway maintenance, renourishment, restoration, enhancement, access tourist destination facilities Attachment: IV.b. Financial Update (2457 : January Financial Update) SECOND PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive) visitor services, brochure distribution, communication and research tourist bureau administration lifeguard services and protection January 28, 2014 Tourist Development Department, Okaloosa County, FL 3 of 5 Packet Pg. 25 Financial Update – January 2014 4.b.a THIRD PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive) operations, maintenance, improvement of Visitor Welcome or Information Centers, Convention Center, and Tourist Destination Facilities Attachment: IV.b. Financial Update (2457 : January Financial Update) FOURTH PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive) expansion, renovation, reconstruction of the convention center and outdoor venues January 28, 2014 Tourist Development Department, Okaloosa County, FL 4 of 5 Packet Pg. 26 Financial Update – January 2014 4.b.a FIFTH PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive) tourism promotion Attachment: IV.b. Financial Update (2457 : January Financial Update) STRATEGIC MARKETING PLAN: $2,600,000 The FY 2014 Strategic Marketing Plan was approved by the Board of County Commissioners in November 2013. A task order is required for all promotional activities under the SMP, and is the mechanism for actually authorizing individual promotional expenses/activities. To date, task orders in the amount of $1.9M have been issued to the ad agency and $88K has actually been paid to date. Another $241K in payments is pending here in January for October activities, primarily related to the fall and christmas campaigns. Co-Op Opportunities are being reevaluated. Additional opportunities are being designed for partner review, and some of the funding is being reallocated to other marketing plan components to make a larger promotional impact for our area. To date, $32K has been reallocated from co-op to leisure. BP SPEND PLAN $957,471 The FY 2014 BP Spend Plan was approved by the Board of County Commissioners in November 2013. Task orders have been issued for all recovered funds and $50K has actually been paid to date. All funds must be expended no later than March 31, 2014. January 28, 2014 Tourist Development Department, Okaloosa County, FL 5 of 5 Packet Pg. 27  4.c Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2458) DOC ID: 2458 Special Event & Sponsorship Funding Updated: 1/28/2014 11:30 AM by Aida Wilkinson Page 1 Packet Pg. 28  Special Event Funding FY 2014 Summary Date Out of Total Approved Post Event Actual Event Town Lodging Nights per Room Application Amount TDD Date TDD Amount Date Invoice Payment Report Room Event and Contact Information Dates Visitors Rooms Visitor Nights Submitted Requested Approved Approved PO Number Approved Amount Received Nights 65th Annual Destin Fishing Rodeo 10/1/13 to 16,450 501 6 2,899 4/30/13 $ 20,000.00 6/21/13 $ 20,000.00 21301624 8/1/13 $ 20,000.00 Helen Donaldson 10/31/13 Destin Fishing Rodeo Inc Emerald Coast Fall Classic 10/2/13 to 1,290 323 5 1,680 7/24/13 $ 8,277.69 7/26/13 $ 8,277.69 21301835 10/24/14 $ 8,277.69 10/10/13 2,400 Mike Minich 10/6/13 on time over Southern Events Management, Inc. 1 Destin Seafood Festival 10/4/13 to 25,000 800 3 2,400 3/21/13 $ 29,066.00 8/2/13 $ 19,166.00 21301928 Mile Eller 10/6/13 Destin Charter Boat Association Florida State HOG Rally 10/21/13 to 2,500 1,000 4 4,625 10/22/13 $ 35,000.00 11/6/13 $ 30,000.00 21301626 7/25/13 $ 16,000.00 3,141 Bruce Fuller 10/26/13 10/18/13 $ 9,000.00 under Florida State HOG Rally Inc Festival of the Arts 10/26/13 to 730 185 3 555 6/28/13 $ 4,950.00 8/8/13 $ 4,950.00 21301927 1/14/14 $ 4,936.00 11/25/13 354 Marcia Hull 10/27/13 on time under Mattie Kelly Arts Foundation 1 Emerald Coast Golf Tour Fall Champs 11/20/13 to 600 150 4 600 9/17/13 $ 8,125.00 9/30/13 $ 6,000.00 21400077 Geno Celano 11/25/13 Emerald Coast Golf Tour 2 Round the Bay Relay & Ultra 12/28/13 to 100 30 2 60 10/22/13 $ 2,095.00 10/28/13 $ 600.00 21400225 Dennis Samac 12/28/13 Northwest Florida Track Club A Collection of Black American Music 2/3/14 to TBD TBD 2 TBD 5/22/13 $ 10,000.00 Marlayna Goosby 2/9/14 Emerald Coast Performing Arts Alliance Emerald Coast Sports Camp 3/29/14 to 2,150 538 6 3,228 9/4/13 $ 20,000.00 9/19/13 $ 20,000.00 21400003 Greg Conant 4/12/14 Emerald Coast Sports Camp Inc Emerald Coast Volleyball Week-Spring 4/23/14 to 2,088 522 5 2,714 10/22/13 $ 19,904.69 10/28/13 $ 19,904.69 21400224 Mike Minich 4/27/14 Southern Events Management, Inc. Burning Up the Beaches 5/1/14 to 750 330 4 1,155 9/6/13 $ 20,000.00 9/19/13 $ 9,000.00 21400002 LA Woodall 5/4/14 Horizons of Okaloosa County Total Approved $ 137,898.38 Total Paid $ 58,213.69 Notes: 1) Documentation under review for payment 2) Documentation not yet received 4.c.a Packet Pg. 29 \\TDCSV1\TDCMedia\Special Events\SPECIAL EVENTS AND SPONSORSHIPS 2014\2014 Funding Summary.xlsx 1/23/2014 12:36 PM Attachment: IV.c. Special Event Funding (2458 : Special Event & Sponsorship Funding)  6.a Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2460) DOC ID: 2460 2013 Readers' Choice & Travelers' Choice Updated: 1/28/2014 11:49 AM by Aida Wilkinson Page 1 Packet Pg. 30  6.a.a Packet Pg. 31 Attachment: VI.a. 2013 Readers' Choice (2460 : 2013 Readers' Choice & Travelers' Choice)  6.a.a Packet Pg. 32 Attachment: VI.a. 2013 Readers' Choice (2460 : 2013 Readers' Choice & Travelers' Choice)  6.a.a Packet Pg. 33 Attachment: VI.a. 2013 Readers' Choice (2460 : 2013 Readers' Choice & Travelers' Choice)  6.a.a Packet Pg. 34 Attachment: VI.a. 2013 Readers' Choice (2460 : 2013 Readers' Choice & Travelers' Choice)  6.a.a FOR IMMEDIATE RELEASE Attachment: VI.a. 2013 Readers' Choice (2460 : 2013 Readers' Choice & Travelers' Choice) CONTACT: Larry Lovell Peter Mayer Public Relations PR Management Supervisor lovelll@peteramayer.com TripAdvisor names Destin to national top 10 list Florida Panhandle beach city named third for Destinations on the Rise in the U.S. DESTIN, Fla. (January 6, 2014) Leading travel website TripAdvisor named Destin, Fla., to its 2013 annual top 10 list of received the greatest increase in positive traveler feedback and traveler interest from the s customers. TripAdvisor is the dominant source of travel information on the Internet director of the Emerald Coast Tourist Development Department. and the Emerald Coast is fantastic. We agree Destin is the destination of choice for travelers visiting our special Destin ranked third in the country after Kailua-Kona, Hawaii, and Anchorage, Alaska, and is the only destination in the Southeastern U.S. to be recognized by TripAdvisor in the annual poll. ir 2014 travel planning, TripAdvisor travelers have helped us put a m and off-the-beaten-path spots surfaced by our community, travelers can discover wonderful accommodations, attractions and restaurants in all of these award- And with spectacular sugar-white sand beaches, emerald-green Gulf waters and an abundance of activities, for nearly every traveler. and water sports to golf and numerous other family- businesses or dining on fresh Gulf seafood at great local restaurants, a Destin vacation is one that will create lasting memories and have you wanting to return again and again. We encourage travelers to come experience what TripAdvisor users have discovered. For more information on visiting the Emerald Coast beaches of Destin, Ft. Walton Beach, and Okaloosa Island throughout the year, visit, www.EmeraldCoastFL.com or call 1-800-322-3319. ### Packet Pg. 35  6.d Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2461) DOC ID: 2461 Agency Update Updated: 1/28/2014 11:53 AM by Aida Wilkinson Page 1 Packet Pg. 36  6.d.a Packet Pg. 37 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Media A Very Emerald Christmas 6.d.a Packet Pg. 38 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Regional Magazines ©2014 3 6.d.a Packet Pg. 39 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  6.d.a Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) Digital Outdoor • Atlanta • Nashville • Birmingham National Satellite Radio • Aired 10/21 – 11/24/13 ©2014 4 Packet Pg. 40  Southern Living ©2014 5 6.d.a Packet Pg. 41 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Trip Advisor ©2014 6 6.d.a Packet Pg. 42 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Visit Florida ©2014 7 6.d.a Packet Pg. 43 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  A Very Emerald Christmas Public Relations 6.d.a Packet Pg. 44 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  ©2014 9 6.d.a Packet Pg. 45 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  ©2014 10 6.d.a Packet Pg. 46 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  ©2014 11 6.d.a Packet Pg. 47 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  ©2014 12 6.d.a Packet Pg. 48 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  ©2014 13 6.d.a Packet Pg. 49 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  6.d.a Public Relations Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) • TV Morning Shows • Panama City • Tallahassee • Birmingham • Mobile • Dallas ©2014 14 Packet Pg. 50  WCTV, Tallahassee ©2014 15 6.d.a Packet Pg. 51 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  A Very Emerald Christmas Social Media 6.d.a Packet Pg. 52 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  6.d.a Subhead Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) WE REACHED 959K USERS WITH EMERALD COAST FACEBOOK CONTENT ©2014 17 Packet Pg. 53  6.d.a Subhead Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) 72K USERS SHARED, COMMENTED, LIKED AND CLICKED ON FACEBOOK CONTENT ©2014 18 Packet Pg. 54  6.d.a Subhead Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) FACEBOOK USERS ENGAGED AT A GREATER RATE THAN ANY OTHER MONTH IN 2013 ©2014 19 Packet Pg. 55  6.d.a Subhead Greeting Card Style Posts Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) • 54.7K: Viewed • 18.3K: Shared, Commented, Liked ©2014 20 Packet Pg. 56  6.d.a Subhead Beach Pictures Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) • 34.6K: Viewed • 2.7K: Shared, Commented, Liked ©2014 21 Packet Pg. 57  Subhead Pinterest ©2014 22 6.d.a Packet Pg. 58 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Twitter Subhead ©2014 23 6.d.a Packet Pg. 59 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  A Very Emerald Christmas Landing Page 6.d.a Packet Pg. 60 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Subhead ©2014 25 6.d.a Packet Pg. 61 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  2014 Advertising Update 6.d.a Packet Pg. 62 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  6.d.a National Cable Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) • Destination America • Weather Channel • Travel Channel • WE TV Packet Pg. 63  6.d.a National Satellite Radio Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) • :30 second placements Packet Pg. 64  6.d.a Leisure Print Attachment: VI.d. TDC Presentation Final (2461 : Agency Update) • Southern Living • Bon Appetit • Travel & Leisure • Food & Wine • Canadian Traveller • Crossings • Toronto Life Packet Pg. 65  Leisure Digital 6.d.a Packet Pg. 66 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  Groups 6.d.a Packet Pg. 67 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  THANK YOU 6.d.a Packet Pg. 68 Attachment: VI.d. TDC Presentation Final (2461 : Agency Update)  9.a Tourist Development Council Meeting: 01/30/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2462) DOC ID: 2462 Approval to allocate first penny reserve funds Updated: 1/28/2014 11:57 AM by Aida Wilkinson Page 1 Packet Pg. 69  9.a.a Packet Pg. 70 Attachment: IX.a. Reserve Allocation (2462 : Approval to allocate first penny reserve funds)