Okaloosa County BOCC — December 5, 2012 — reading text

fishing, bus tours • Develop collateral material to support top niche audiences • Utilize lead generation outlets to directly solicit RFPs (e.g. Cvent) • Work in collaboration with Public Relations and Social Media 16 Public Relations 17  General Awareness Objectives • Raise awareness of Okaloosa County’s Emerald Coast Strategies • Support shoulder season campaign • Work in collaboration with Social Media • Utilize news coverage • Leverage public improvement projects Tactics • Utilize targeted media lists • Invite travel writers • Provide event-focused outreach • Target Regional/National Media Outlets 18  Local Communications Plan Objectives • Position the TDD locally as a trustworthy entity Strategies • Present Dan O’Byrne as an accessible and transparent leader of the TDD • Communicate TDD initiatives • Secure positive stories on TDD accomplishments Tactics • Speaker Circuit • Establish regular media opportunities • Proactively pitch stories • Leverage public improvement projects 19 Ongoing Social Media 20  Social Media Objectives • Reach current Okaloosa County visitors, future visitors and the local community • Provide a unique, two-way communication channel to call fans to action Key Initiatives • Shoulder season campaign (March – May) • Summer Social Media engagement (June – August) • Launch Instagram • Twitter conversations • Influencer Outreach 21 Measuring Success 22  Measuring Success Performance will be measured by: • Tax revenue • Unique visits to website/campaign landing page • Occupancy, ADR and RevPar (Smith Travel Research) 23 Sponsorship Opportunity with Emerald Coast Volleyball Events • EMERALD COAST VOLLEYBALL WEEK April 17-21, 2013 • Emerald Coast Volleyball Juniors Open May 18-19, 2013 • EMERALD COAST FALL CLASSIC October 2-6, 2013  History • Started 1989 on beaches of Destin • Average of 3,500 visitors a year • Over 90K+ players over 24 years • 2012 Economic Impact $2+ Million  Event Evolution Year Spring Fall Destin 4 Man Destin 4 Man 1989 Two day, 4 Player teams Two day, 4 Player teams Sundestin Beach Resort Sundestin Beach Resort 1991 Fudpucker 4 Player Fudpucker 4 Player 1993 Fort Walton Fall Classic Okaloosa Island beaches Emerald Coast Volleyball Week 1996 expands to four days, three tournaments Emerald Coast Fall Classic 1998 expands to four days, three tournaments Sundestin Beach Resort Emerald Coast Volleyball Week & Emerald Coast Fall Classic 2005 move to The Boardwalk 2007 ECVW expands to five days 2009 ECFC expands to five days Timeline  Philosophy Good Time Sportsmanship Respect  Demographics 2012 Spring Fall AL WS AK Ontario TX TX AL AR TN CA TN CO FL FL Ohio OH NB NY NC MS MS MN Maryland Mass GA GA IO IL IL LA IN LA IN KY KY Total number of Players -1104 Total number of Players -733  Economic Impact 2012 ECVW ECFC Total Players 1,104 733 1,837 Total Group 2,204 1,433 3,637 Room Nights sold 2,668 1,612 4,280 Room Nights Revenue $533,600 $322,425 $856,025 Bed Tax Collections $26,680 $16,121 $42,801 Total Revenues Room Nights Revenue $533,600 $322,425 $856,025 Dining and Groceries $383,760 $290,183 $673,943 Entertainment $266,500 $128,970 $395,470 Transportation $30,760 $19,346 $50,106 Incidentals $ 123,000 $ 77,382 $ 200,382 Total Economic Impact $1,337,620 $838,306 $2,175,926  Benefits of Sponsorship • Logo with link on four pages on For 2012 Total visits: 232,151 Unique Visitors: 81,474 Total Page visits: 2,505,004 Current view of homepage  Benefits of Sponsorship (cont) • Logo with prominent placement on registration letter mail out. - 8,000 registration letters mailed out yearly. • Logo with prominent placement on welcome brochures given to all participants and hotel guests. - 3, 500 welcome brochures produced yearly.  Benefits of Sponsorship (cont) • Design on front of all event shirts will be used to market Tourist Development. - Three t-shirt designs will be produced this year. - 3,400 t-shirts produced last year.  Benefits of Sponsorship (cont) • Five Emerald Coast Tourist Development banners with priority placement displayed at event site throughout all events. • Rights to use Emerald Coast Volleyball events in Tourist Development marketing with prior coordination.  Summary of Benefits • Logo & link on website. • Logo on registration letter. • Logo on welcome brochures. • Front of all t-shirts used for TD marketing. • Courtside banners displayed throughout events. • Rights to use Emerald Coast Volleyball events in TD marketing.  Cost of Sponsorship $30,000 includes all three events Estimated Tourist Development tax revenue from Emerald Coast Volleyball events in 2012 was $42,805. If revenue is the same this year this would result in a 43% Return on Investment.  Passed on September 18, 2012 Mandates re-assignment and clarification of certain line item expenditures within and between the “5 pennies” of the total TDD Budget 2 A. To provide beach park facilities or beach improvements, maintenance, renourishment, restoration and erosion control, including shoreline protection, enhancement, access, cleanup or restoration of other waterways and tourist destination facilities within the sub-district for which there is public access, including the beaches located within the city limits of the City of Destin. 3 10/1/12 Fund Balance--------------------------- $7,307,221.00 Tax Revenue---------------------------------------- 2,100,000.00 Interest---------------------------------------------- 109,400.00 TOTAL $9,516,621.00 Fees & Charges ------------------------------------ $1,123,000.00 Beach Renourishment-Current Payments--- 1,569,085.00 Project Reserve, Including Grants------------- 4,291,273.00 Other Reserve-------------------------------------- 2,533,263.00 TOTAL $9,516,621.00 4 30% Tourist Bureau Administration 70% Beach, waterways and other tourist destination facilities, improvements, landscaping, operations and maintenance including lifeguard services and protection. 5 10/1/12 Fund Balance--------------------------- $2,407,567.00 Tax Revenue---------------------------------------- 2,100,000.00 Interest---------------------------------------------- 48,500.00 TOTAL $4,556,067.00 30% is $1,366,820.00 Operating Expenses (Incl. HR)------------------ $732,246.00 Operating Contingency/Reserve--------------- 634,574.00 TOTAL $1,366,820.00 6 10/1/12 Fund Balance--------------------------- $2,407,567.00 Tax Revenue---------------------------------------- 2,100,000.00 Interest---------------------------------------------- 48,500.00 TOTAL $4,556,067.00 70% is $3,189,247.00 Operating Expenses (Incl. HR & Lifeguards)--- $1,767,718.00 Visitor Center Construction--------------------- 500,000.00 Operating Contingency/Reserve--------------- 921,529.00 TOTAL $3,189,247.00 7 Tourism Promotion 8 10/1/12 Fund Balance--------------------------- $2,407,567.00 Tax Revenue---------------------------------------- 2,100,000.00 Interest & Other----------------------------------- 103,500.00 TOTAL $4,611,067.00 Operating Expenses (Incl. HR)------------------ $2,043,928.00 Operating Contingency/Reserve--------------- 458,511.00 Strategic/Emergency Operations Reserve--- 2,108,628.00 TOTAL $4,611,067.00 9  The operations of the Convention Center, the beach or any other beach park or tourist destination facility. 10 10/1/12 Fund Balance--------------------------- $2,765,752.00 Tax Revenue---------------------------------------- 2,100,000.00 Revenue from Center Operations------------- 839,750.00 TOTAL $5,705,502.00 Operating Expenses (Incl. HR)----------------- $4,306,861.00 Capital Improvements and Related---------- 647,471.00 Beach Parks Maintenance---------------------- 428,126.00 Operating Contingency/Reserve-------------- 323,044.00 TOTAL $5,705,502.00 11 For the payment of debt service on bonds issued to finance the construction,