Okaloosa County BOCC — June 23, 2016 — I. d. TDD Manual — reading text

TOURIST DEVELOPMENT PLAN 1) Pursuant to Section 125.0104(4)(d), Florida Statutes, the County has adopted a Tourist Development Plan by ordinance enacted by the Board. The Tourist Development Plan may not be substantially amended except by ordinance enacted by an affirmative vote of a majority plus one additional member of the Board. 2) As necessary, the Director shall present a revised Tourist Development Plan to the Council. 3) As necessary, the Council shall recommend to the Board any proposed changes to the Tourist Development Plan. C.200. STRATEGIC MARKETING PLAN 1) The Director is responsible for preparing an annual Strategic Marketing Plan, which shall identifying an allocation of funds among budget categories (e.g. media campaign, public relations, trade shows, promotional items), whichset forth the proposed marketing activities and expenditures for the upcoming fiscal year. The Strategic Marketing Plan shall be presented to the Council for review and recommendation along with the proposed annual budget. The Council’s recommendation shall be presented to the Board for final approval. 2) The Director is responsible for preparing quarterly Strategic Marketing Plans identifying proposed marketing activities and expenditures (e.g. advertising media, promotional travel and/or entertainment expenses, trade shows), which shall be presented to the Council for review and recommendation. The Council’s recommendation shall be presented to the Board for final approval. a. The Tourist Development Department is authorized to obtain pricing information for potential advertising media to develop the quarterly Strategic Marketing Plan. b. The following factors, as appropriate, may be considered for potential advertising media to develop the quarterly Strategic Marketing Plan: i. Target Audience (e.g. demographics) ii. Target Market (e.g. geography, reach) iii. Size (print/digital) or Duration (broadcast) iv. Placement (e.g. location within publication or on website or time of day and programming) v. Added Value Items (e.g. online banners, e-blasts, social media, editorial, endorsement) vi. Actual Cost (e.g. price to be paid by the County) vii. Total Market/Promotional Value (may reflect the rack rate and/or include cost of bonus or added value items) 3) Funds may be allocated to a “Promotional Reserves” category to provide for promotional opportunities that may arise which are not identified in the quarterly Strategic Marketing Plan. Promotional reserve funds may be appropriated in accordance with County purchasing policies and approval authorities and the Act, along with concurrence of the Council Chairman. A monthly 9 of 38 TDC 06-23-2016 BCC 07-06-2016  reconciliation of the use of promotional reserve funds will be provided to the Council and Board for informational purposes. a. Advertising solicitations received by TDD staff may be evaluated in accordance with section C.200.2.b. 4) The County recognizes that deviations from the proposed marketing activities identified in the approved quarterly Strategic Marketing Plan may occur during the year. The Director will apprise the Council and the Board of these changes as they become known. An amended Strategic Marketing Plan shall be presented to the Council for review and recommendation to memorialize the changes on a quarterly basis, as necessary. The Council’s recommendation shall be presented to the Board for final approval on a quarterly basis, as necessary. C.300. BUDGET The budget process is governed by Florida Statutes, Department of Revenue rules, and County budget ordinances and policy. Additionally: 1) Initial Draft Budget. The Director is responsible for compiling the initial draft of the proposed annual budget for presentation to the Council prior to the date for submission of the annual budget proposal to the County Administrator. This draft shall contain, at a minimum, the following items: a. Projected tourist development tax revenues for the budget period. b. Projected expenses by account number and summarized by category for the budget period. c. Proposed capital projects for a five-year period. d. Recommendation on staff positions and salaries, if position changes. e. Recommendation on reserve levels. 2) Council Review. The Council is responsible for conducting at least one public meeting on the proposed budget recommended by the Director before the proposed budget is submitted to the County Administrator. 3) Board Review. The Director will present the Council’s recommended budget to the County Administrator, who will use the recommendation in preparing the budget submission to the Board during its budget review process. 4) Council Review of Adopted Budget. The Director will present the budget adopted by the Board to the Council. The Council shall review the adopted budget to ensure conformity with the Tourist Development Plan and the provisions of Section 125.0104, Florida Statutes. If the Council has any objections to the adopted budget, the objection(s) shall be presented to the Board. 5) Budget Modifications and Reserve Expenditures. The Director shall present to the Council any proposed modifications to approved budget line items or allocation of reserve funds during the course of the budget year which require Board action. The Council shall provide its recommendation on the proposed changes to the Board. C.400. ACCOUNTS All present tourist development tax revenues and those carried forward from year-to-year shall be placed in an interest-bearing trust fund in accordance with Florida Statutes, which shall then be re-allocated to 10 of 38 TDC 06-23-2016 BCC 07-06-2016  various areas as required by Section 125.0104, Florida Statutes. In no case shall the Tourist Development Trust Funds be co-mingled with the general revenue of the County. D. FINANCIAL AND TOURISM PROMOTION MONITORING Financial and tourism promotion monitoring is governed by Florida Statutes and the County’s Tourist Development Plan ordinance. Specifically: D.100. FINANCIAL REPORTS 1) The Director is responsible for presenting financial reports, at least quarterly, to the Council and Board. Financial reports shall contain, at a minimum, the following budget-to-actual information: a. Revenues. b. Expenditures. 2) The Director is responsible for presenting detailed expenditure information, at least quarterly, to assist the Council in identifying possibly unauthorized expenditures. D.200. TOURISM PROMOTION AND MARKETING REPORTS 1) The Director is responsible for presenting reports on tourism promotion and marketing campaigns, at least quarterly, to the Council and Board. Reports shall may address, at a minimum, the following areas as appropriate: a. Ad Agency.Advertising Campaigns. b. Public Relations. c. Social Media. a.d. Website Analytics. b.e. Destination Sales. c.f. Convention Center Sales. g. Film Commission. h. Reconciliation of Promotional Incentives. E. PROCUREMENT PROCEDURES E.100. GENERAL 1) All operating, advertising/marketing/promotional, and capital expenditures made during the fiscal year shall be in conformity with the County Purchasing Manual and Property Manual. Additionally: a. All procurements in excess of $25,000 shall be approved by the TDD attorney prior to starting the County purchasing approval process. b. All payments in excess of $25,000 shall be approved by the TDD attorney prior to starting the County payment approval process. 2) In the event a portion of an invoice submitted to the County for payment is disputed, payment for the disputed amount may be withheld pending resolution of the dispute, and the remainder of the invoice may be processed for payment without regard to that portion which is in dispute. 11 of 38 TDC 06-23-2016 BCC 07-06-2016  3) All insurance requirements shall be coordinated with Risk Management. 2) Property defined as fixtures and other tangible personal property of a non-consumable nature must be included in the inventory listing of Okaloosa County and tagged accordingly pursuant to Section 274.02, Florida Statutes. a. Capitalization threshold for equipment: $1,000. b. Capitalization threshold for improvements: $5,000. E.100.E.200. PROCUREMENT AND PAYMENTADVERTISING MEDIA 1) In addition to the County website and Florida Purchasing Group website, competitive solicitations (e.g. RFP’s) for advertising media may be posted to industry websites such as, but not limited to, EmeraldCoastFL.com, Florida Association of Destination Marketing Organizations, and Southeast Tourism Society to facilitate a more comprehensive reach to potential respondents. 2) All components related to a media package, including added-value, shall be included on the same purchase order or advertising contract. 3) Compensation for media buys may be structured as appropriate, including but not limited to: a. At cost, with no markup or commission (e.g. placed directly by County or placed by a third- party on retainer-based compensation) b. Cost plus commission (e.g. placed by a third-party on commission-based compensation) 4) For purposes of determining approval authority, the actual cost of the media buy shall be used rather than the total market/promotional value. 5) Proof of performance appropriate for the type of media shall be identified in the purchase order or advertising contract. Examples of proof of performance include, but are not limited to: a. Print – actual publication; the tear sheet alone is not acceptable. b. Digital – screen shots demonstrating creative and statistics regarding impressions, click- throughs, and geo-targeting. c. Broadcast – copy of television/radio advertisement and actual broadcast report or affidavit of performance. d. Outdoor – photo of billboard and physical location. E.300. CONTRACTS 6) All functions to be handled by contract with third parties shall be entered into in accordance with the County Purchasing Manual. Additionally: a. All contracts and grant agreements, regardless of dollar amount, shall be approved by the TDD attorney prior to starting the County contract coordination process. b. To the extent practical and feasible, contracts shall include a provision for submission of written monthly and/or quarterly reports as to the status of all matters which are the subject of the contract. c. The Council shall review and provide a recommendation for all proposed contracts and grant agreements requiring Board approval and expenditure of tourist development tax dollars. 12 of 38 TDC 06-23-2016 BCC 07-06-2016  7) Any purchase of equipment over $2,500 shall be handled through the County Purchasing Department, rather than through contracted entities. F. TRAVEL AND ENTERTAINMENT-RELATED EXPENSES The TDD