Okaloosa County BOCC — August 11, 2015 — TDD Budget Presentation 8-11-15 — reading text

FY 2015-16 TOURIST DEVELOPMENT DEPARTMENT BUDGET BCC Presentation 08/11/15 TDD Vision Establish Okaloosa County as the top travel destination on the Gulf Coast “#1 Florida Beach” US News & World Report “Top Winter Getaway Destination (Destin)” TripAdvisor “10 Most Popular U.S. Beaches” Yahoo! 2 TDT Revenue Increase in NW FL Through June 2015 Escambia Okaloosa Walton Bay 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15% 3 FY15 Accomplishments Tourism Promotion • FAM Tours & Road Shows • Reintroduced the Annual Tourism Summit • Launched a quarterly Consumer E-Newsletter • Promoting Okaloosa County’s 100th Anniversary • TDT Collections through June are up $1.2M or 14% over the prior year 4 FY15 Accomplishments Tourism Promotion continued • Five advertising campaigns across print, digital, radio, and television – 242.4M impressions to date • EmeraldCoasting.com – 153% over Goal; Flagler award finalist • #EmeraldCoasting has reached 36.4M impressions • “All in” with VisitFlorida; Mommy Blogger FAM tour; 31 press releases; 10.7M impressions 5 FY15 Accomplishments Beaches & Parks • Staff member elected to Executive Board of the Florida Shore & Beach Preservation Association • Partnered with Eglin AFB, “Concrete to Reefs” initiative • Constructing 5 new dune walkovers on Okaloosa Island • Awarded FWC grant to construct two artificial reefs • ORAC finalist for Restore Act funds to construct snorkel reefs 6 FY15 Accomplishments Film Commission • Elected to State Film Commission leadership post • TV: MTV, Bravo “Don’t Be Tardy”, TLC “Kate Plus 8”, Brush of Honor • Documentary: “Quiet Courage” • Economic Impact through June is $3M, a 35% increase over the prior year 7 FY15 Accomplishments Convention Center • Four employees obtained Certified Meeting Planner designation • Conducted and serviced 130 events generating an estimated 16,532 room nights YTD through June • ECCC attendance through June is up by 4K or 7% over the prior year • ECCC revenues through June are up $126K or 26% over the prior year 8 FY16 Revenues (excluding reserves) 9 FY16 Revenues FY15 Budget FY16 Budget % Chg Tourist Development Taxes $13,400,000 $15,000,000 11.9% Service Fees $861,500 $810,750 -5.9% Interest & Other Earnings $306,000 $137,125 -55.2% Cash Balances / Reserves $20,000,000 $29,151,939 45.8% MSBU Assessment $350,000 $360,000 2.9% TOTAL $34,917,500 $45,459,814 30.2% 10 FY16 Expenditures (excluding reserves) 11 FY16 Expenditures FY15 Budget FY16 Budget % Chg Personnel $2,042,445 $2,261,942 10.7% Operating $3,496,865 $3,377,245 -3.4% Promotions $3,322,610 $4,460,868 34.3% Capital $5,307,058 $4,322,840 -18.5% Grants & Aid $958,502 $1,259,892 31.4% Interfund Transfers $1,349,281 $1,463,344 8.5% Debt Service $670,578 $670,793 0.03% Cash Balances / Reserves $17,770,161 $27,642,890 55.6% TOTAL $34,917,500 $45,459,814 30.2% 12  FY15 Budget FY16 Budget % Chg Personnel $2,042,445 $2,261,942 10.7% Total TDD Positions Authorized: 43 (37 Full-Time, 6 Part-Time) One new position for FY16: • Client Services Coordinator 13  FY15 Budget FY16 Budget % Chg Operating $3,496,865 $3,377,245 -3.4% • Welcome Center and Convention Center operations • Film Commission • Beach park bathroom cleaning • General Fund cost allocation • Tax Collector admin fee • Visitor Guide printing & distribution 14  FY15 Budget FY16 Budget % Chg Promotions $3,322,610 $4,460,868 34.3% • Advertising agency services • Convention and group sales promotions • Website and public relations • Local event marketing funding • Promotional items • Film Commission • Airline Recruitment 15  FY15 Budget FY16 Budget % Chg FY16 Media Plan $1,914,775 $2,532,245 32.2% 16  FY15 Budget FY16 Budget % Chg Capital $5,307,058 $4,322,840 -18.5% Beaches & Parks • Beach Accessways 4,5,6 Improvements/Amenities • Artificial Reef for Fishing Industry • Living Shorelines Tourism Promotion • Welcome Center Technology/Interactive/Digital Enhancements • SUV Replacement 17  FY15 Budget FY16 Budget % Chg Capital cont’d $5,307,058 $4,322,840 -18.5% Convention Center Equipment • Welcome Center Office Space Construction • Laptop Replacements (3) • Update Meal Service Hot Boxes • Carpet Extractor • LED Theatrical Lighting Upgrade • Projector Replacements (3) • Screen Replacement (9x12, 10x18) • Video Mapping 18  FY15 Budget FY16 Budget % Chg Capital cont’d $5,307,058 $4,322,840 -18.5% Convention Center Infrastructure • HVAC Conversion to Web-Based Control • Install Heat Circulating Fans in Ballrooms II,III,IV • LED Outdoor Lighting • Retrofit Chiller to Reduce Noise & Energy • Repair Leaking Roof • Repair Damaged/Cracked Stucco • Enlarge Front Entrance Marquee • Replace Carpet in Ballroom • Porte Cochere • Hwy 98 Walkover 19  FY15 Budget FY16 Budget % Chg Grants & Aid $958,502 $1,259,892 31.4% • Okaloosa Island Fire District (Fire Protection) $16,719 • City of Destin (Beach Restoration) $124,746 • City of Destin (Parks Maintenance) $290,477 • City of Destin (Capital Improvements) $112,030 • City of Fort Walton Beach (Landing Stage) $100,000 • Destin Fire District (Lifeguards) $561,320 • Heritage Park & Cultural Center $12,600 • Destin Fishing & History Museum $42,000 20  FY15 Budget FY16 Budget % Chg Interfund Transfers $1,349,281 $1,463,344 8.5% Transfers to General Fund • Beach Cleaning & Parks Maintenance $887,024 • Lifeguards (Okaloosa Island) $561,320 Transfer to Capital Projects Fund • Pole Barn $15,000 21  FY15 Budget FY16 Budget % Chg Debt Service $670,578 $670,793 0.03% Debt Service for Western Destin Beach Restoration • TDT Contribution $326,693 • MSBU Contribution $344,100 (MSBU sunsets after FY 2015-16) 22  FY15 Budget FY16 Budget % Chg Reserves $17,770,161 $27,642,890 55.6% Target FY16 Operations (35% of personnel/ops + debt) $4.4M $4.4M Beach Restoration $14.0M $9.1M East Pass Emergency Dredging $2.0M $2.0M ECCC Insured Loss Deductible $1.5M $1.5M Promotional Activities (25% of promos) $1.1M $1.3M 23 FY16 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 Convention Center revenue by 7% • Increase actual bookings from sales leads by 9% • Enhance the Convention Center and update capital plan • Achieve a prudent level of reserves 24 FY16 Marketing Tactics • Increase online component of overall strategy • Communicate brand through niche media • Collaborate with Visit Florida • Newsletters: consumer quarterly & partner monthly • Promote and track local events and initiatives via website • Position the consumer one click away from our website and potential bookings • Enhance mobile site 25 FY16 Budget Modifications Increase Local Event Marketing Funding by $50,000 for new, previously unfunded event applications: Current BCC Request 1151-548047 Non-Seasonal $612,363 $593,388 1151-548060 Special Events $169,850 $219,850 1151-599146 Promo Reserves $1,142,731 $1,111,706 Add Marketing Internship program: Current BCC Request 1151-534500 CS-Personnel $0 $1,000 1151-548001 Promo Activities $53,000 $52,000 26 Thank You 27