Okaloosa County BOCC — December 5, 2012 — reading text

534756 7,000 7,000 C.C. OPERATIONS CS-LINEN SERVICE 13 4617 534757 270,000 270,000 C.C. OPERATIONS CS-ENTERTAINMENT 13 4617 534758 15,000 15,000 C.C. OPERATIONS CS-TICKET SALES 13 4617 534900 5,000 5,000 C.C. OPERATIONS CS-OTHER 13 4617 540001 500 500 C.C. OPERATIONS TRAVEL IN-COUNTY 13 4617 540002 1,500 1,500 C.C. OPERATIONS TRAVEL OUT-OF-COUNTY 13 4617 540005 1,000 1,000 C.C. OPERATIONS TRAVEL LODGING EXPENSES 13 4617 544640 15,000 15,000 C.C. OPERATIONS R/L-EQUIPMENT 13 4617 546900 5,000 5,000 C.C. OPERATIONS RM-TECHINCAL SUPT SERVICE 13 4617 549900 30,000 30,000 C.C. OPERATIONS MISCELLANEOUS CHARGES 13 4617 552014 1,000 1,000 C.C. OPERATIONS GASOLINE & SPECIAL FUELS 13 4617 552751 82,185 82,185 C.C. OPERATIONS C.C. SPECIAL EVENTS 13 4617 552801 8,000 8,000 C.C. OPERATIONS COMPUTER SOFTWARE 13 4617 552990 3,000 3,000 C.C. OPERATIONS OTHER SUPPLIES 13 4617 555001 2,000 2,000 C.C. OPERATIONS TRAINING/EDUCATION EXPENS 13 4617 564751 60,900 60,900 C.C. OPERATIONS C.C. SPECIAL EVENTS 13 4617 581210 x491,719 x491,719 C.C. OPERATIONS DESTIN FIRE DEPARTMENT *LifeGuards To 104 1170 13 4617 599144 198,725 198,725 C.C. OPERATIONS RESERVE-CONF CTR OPERS 13 4618 534500 14,000 14,000 C.C. MAINTENANCE CS-PERSONNEL 13 4618 534550 8,000 8,000 C.C. MAINTENANCE CS-UNIFORMS 13 4618 534607 5,000 5,000 C.C. MAINTENANCE CS-LAWN SERVICE 13 4618 534900 5,000 5,000 C.C. MAINTENANCE CS-OTHER 13 4618 540001 1,000 1,000 C.C. MAINTENANCE TRAVEL IN-COUNTY 13 4618 540002 1,500 1,500 C.C. MAINTENANCE TRAVEL OUT-OF-COUNTY 13 4618 540005 1,000 1,000 C.C. MAINTENANCE TRAVEL LODGING EXPENSES 13 4618 543001 260,000 260,000 C.C. MAINTENANCE UTILITIES-ELECTRIC 13 4618 543002 2,000 2,000 C.C. MAINTENANCE UTILITIES-WATER 13 4618 543004 14,000 14,000 C.C. MAINTENANCE UTILITIES-GARBAGE 13 4618 543005 15,000 15,000 C.C. MAINTENANCE UTILITIES-GAS 13 4618 543010 22,000 22,000 C.C. MAINTENANCE UTILITIES-WATER & SEWER 13 4618 544640 10,000 10,000 C.C. MAINTENANCE R/L-EQUIPMENT 13 4618 546620 105,555 105,555 C.C. MAINTENANCE RM-FACILITIES 13 4618 546640 42,000 42,000 C.C. MAINTENANCE RM-EQUIPMENT Page 6 of 8 FY13 BUDGET DETAIL REVENUE AND EXPENSE BY PENNY TDC FUND 104, ECCC FUND 460 13 4618 546644 4,344 4,344 C.C. MAINTENANCE RM-VEHICLES-FLEET 13 4618 546645 1,200 1,200 C.C. MAINTENANCE RM-MOTOR VEHICLE 13 4618 552010 7,321 7,321 C.C. MAINTENANCE FLEET FUEL 13 4618 552014 100 100 C.C. MAINTENANCE GASOLINE & SPECIAL FUELS 13 4618 552500 3,000 3,000 C.C. MAINTENANCE TOOLS & SMALL IMPLEMENTS 13 4618 552700 12,000 12,000 C.C. MAINTENANCE JANITORIAL SUPPLIES 13 4618 552751 13,000 13,000 C.C. MAINTENANCE C.C. SPECIAL EVENTS 13 4618 552990 2,000 2,000 C.C. MAINTENANCE OTHER SUPPLIES 13 4618 555001 2,000 2,000 C.C. MAINTENANCE TRAINING/EDUCATION EXPENS 13 4618 564751 43,000 43,000 C.C. MAINTENANCE C.C. SPECIAL EVENTS 13 4698 591001 x491,719 x491,719 INTERFUND TRANSFER BT-GENERAL FUND *LIFEG OI to 104-1170 3RD SubTotal Expense 4,954,332 4,954,332 3RD CHANGES IN 13 1170 591001 428,126 428,126 2ND TDT-FAC/O&M (70%) BT-GENERAL FUND *PARKS MAINT 13 46XX 599090 756,927 323,044 CC RESERVE RESERVE FOR CONTINGENCIES To Balance 3RD TOTAL CHANGES IN 1,185,053 751,170 CHGS OUT= (982,358) 3RD TOTAL EXPENSE 6,139,385 5,705,502 3RD OVER/UNDER (199,635) - Page 7 of 8 FY13 BUDGET DETAIL REVENUE AND EXPENSE BY PENNY TDC FUND 104, ECCC FUND 460 FOURTH CENT 10/1/2012 REVENUE YEAR DEPT ACCOUNT BUDGET Est. Actual TITLE ACCT TITLE 13 4601R 312124 2,100,000 2,100,000 4TH CENT REVENUE TOURIST DEV TAX-4TH CENT 13 4601R 361101 95,000 95,000 4TH CENT REVENUE INTEREST ON TIME DEPOSITS 13 4601R 361104 5,000 5,000 4TH CENT REVENUE STATE INVESTMENT POOL INT 13 4601R 361400 - - 4TH CENT REVENUE GAIN OR (LOSS) SALE INVST 13 4601R 389901 1,381,875 3,531,331 4TH CENT REVENUE BALANCES-CASH 4TH TOTAL REVENUE 3,581,875 5,731,331 10/1/2012 EXPENSE YEAR DEPT ACCOUNT BUDGET Est. Actual TITLE ACCT TITLE 13 4601 549520 63,000 63,000 4TH CENT OPERATING ADMINISTRATIVE CHARGES 13 4601 562752 1,000,000 1,000,000 4TH CENT OPERATING PORTE COCHERE 13 4601 563710 800,000 800,000 4TH CENT OPERATING OUTDOOR EXHIBITION PAD 13 4601 564751 150,000 150,000 4TH CENT OPERATING C.C. SPECIAL EVENTS 13 4601 571900 300,000 300,000 4TH CENT OPERATING OTHER PRINCIPAL 13 4601 572900 25,000 25,000 4TH CENT OPERATING OTHER INTEREST 13 4601 573104 1,000 1,000 4TH CENT OPERATING 4TH CENT SERIES 2000 13 4601 599200 992,875 3,142,331 4TH CENT OPERATING RESERVE-DEBT SERVICE 13 4601 599901 250,000 250,000 4TH CENT OPERATING RESERVE-RENEWAL & REPLACE 4TH TOTAL EXPENSE 3,581,875 5,731,331 4TH OVER/UNDER - - FUND460 Over/Under- (199,635) - CENTS1-5 Over/Under- (527,258) - Page 8 of 8 Marketing Plan Budget 2  Marketing Plan Budget Primary Research $80,000 Website (Strategy, Design, Development & Optimization) $350,000 Leisure Campaign Media $500,000 Group, Meeting & Convention Campaign $250,000 Collateral/Campaign Production $300,000 A Very Emerald Christmas Production/Contingency $345,000 Base Services/Travel Reimbursement $375,000 Total $2,200,000 Budget $2,200,000 3 Objectives & Strategies 4  Objectives • Get back into the market • Maintain top-of-mind awareness during peak seasons • Drive leisure and group visitation during the shoulder season • Post-Spring Break – Memorial Day • Maximize impact of media spend 5  Strategies • Utilize research to motivate consumers • Focus on driving business during the shoulder season • Communicate year-round messaging • Target consumers with a combination of traditional and online marketing • Promote and track special events and sponsorships via website • Communicate a value message while growing revenue • Utilize festivals and special events to drive trial and repeat visitation 6  Media Markets Primary target audiences will include leisure travelers within a 13-hour-drive radius of the Emerald Coast as well as meeting/group business travelers 7  Media Markets Secondary target audience will include travelers with nonstop lift access 8 Marketing Initiatives 9  Initiatives • Develop and implement new comprehensive destination website • Conduct primary consumer research • Implement shoulder season campaign • Generate earned media through Public Relations • Local communications plan • Create Social Media awareness and engagement 10 Shoulder Season Campaign 11  Shoulder Season Campaign Objectives • Drive new visitation and increase bookings • Post-Spring Break through Memorial Day Strategies • Build and maintain visibility across all steps in the travel planning and booking process • Paid search, travel content and booking/deal sites and Social Media • Utilize media to drive consumers to newly developed campaign landing page • Communicate value messages to drive bookings 12  Shoulder Season Campaign Target Audience • Primary Audience • Adults 25-54 without children in the home • Secondary Audience • Senior adults 13  Shoulder Season Campaign Media Spend, $200,000 • Merchandising Partnerships • Incorporate niche content sections • Orbitz, Expedia, Priceline, Travelzoo, $127,000 • Travel Content Targeting • Create content, travel contest/sweepstakes and/or packages • TripAdvisor, RGM Alliance Network, Specific Media Network, Google Keyword Search, $62,500 • Social Media • Target consumers based on their interests, conversations and likes • Facebook, Twitter, $10,500 14 Groups, Meetings & Conventions 15  Groups, Meetings & Conventions Objectives • Raise awareness of Okaloosa County as the premiere destination to hold events, meetings and groups • Drive incremental bookings Strategies • Position unique offerings • Weddings, military, sports, religious, family reunions,