Okaloosa County Tourist Development Council — Oct 24, 2013 — reading text

because of one of the center’s bigger events being postponed due to the federal government shut-down. Mr. Leaman also spoke about the new development in the works. Mr. Peterson asked about the convention center’s use of a balance sheet. Mr. Leaman responded they are used and he can have it available for the next meeting. Mr. Guidry asked about the entrance construction plans. Mr. Leaman stated he does have some conceptual drawings, but no formalized plans at this time. Okaloosa County Tourist Development Department Page 3 of 7 Packet Pg. 5  2.a Motion to Approve the DRAFT Emerald Coast Convention Center Operating Revenues (Pending Audited Financials) Minutes Acceptance: Minutes of Oct 24, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Guidry SECONDER: Dixon AYES: Peterson, Joyce, Empson, Gossom, Rice, Windes V. Review 2013 -2014 Strategic Marketing Plan per TDC Bylaws, and consider recommending same to the BCC for final approval in the form of a resolution (Peter Mayer Advertising) Ms. Kempner started her brief by thanking the council, hoteliers and others for helping on the collaborative effort of completing the Strategic Marketing Plan. She continued on to review the 2013-2014 Strategic Marketing plan. Ms. Clarke then spoke about the new Emerald Coast website. EmeraldCoastFL.com was recently launched. The mobile site is in the works and expected later in November. That will be followed by a wedding section. She proceeded to speak about initiatives for the marketing campaign. Postcards, window clings, and brochures with calendar of events are being sent out to lodging partners, available in the Destin Commons and at the Visitors Center to let potential visitors know about “A Very Emerald Christmas.” Ms. Landry then reviewed the Leisure Plan Summary. This includes television, national publications, regional magazines, online presence, radio and outdoor boards. She also discussed media approaches to meeting and convention marketing. Mr. Peterson and Mr. Dixon both commented that they have heard and viewed positive progress from the firm concerning their efforts to work with stakeholders during the planning phases. Ms. Clarke continued the briefing by reviewing the firm’s Public Relations plan, both paid and earned. Ms. Kempner rounded the presentation out by discussing the Emerald Coast’s branding. She showed the group an example of the new brand design. Okaloosa County Tourist Development Department Page 4 of 7 Packet Pg. 6  2.a Josh Mayer was introduced to discuss the 2014 creative campaign. He showed some conceptual print ads and explained the methodology of the campaign. Minutes Acceptance: Minutes of Oct 24, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Ms. Sharon Wade, public member, asked why there is not more mention of deep sea fishing, Destin’s Luckiest Little Fishing Village, or even the Destin Harbor. She also questioned whether there was a possibility of partnering with various Airlines to target potential snowbirds in places like Nebraska or the Dakotas. Ms. Nixon informed her, although many of the images and concepts shown at the meeting did not include fishing specific images, that lure was still present in the marketing strategy – on the website and more. Ms. Nixon then introduced, Dr. Rod Lewis, with the UWF-Haas Center. He has been asked to research trends in what we are doing to attract visitors, who is coming here, typical income levels, and what are they spending their money on. He has performed this research on the coast of Pensacola before and he believes this information will be very useful. Mr. Peterson asked Dr. Lewis if his study would accomplish establishing trends. Dr. Lewis said he would like to, but trends are dictated by time. He did say he hoped to garner as much information as possible through this study. Ms. Kempner discussed the Visitors Guide and suggested not publishing a book in 2014, but beginning now to publish a FY2014 book. Mr. Rick added the potential to take the cover off of the old books, add any inserts and attach a new cover. Ms. Kempner continued the presentation by discussing how success would be measured. Honorable Windes stated he would like to hear from the partners, as to their professional opinion on the communication plans and interaction with the firm. Mr. Martin Owen, Wyndham Vacation Rentals Marketing Director, spoke. Mr. Owen, who has been vocal in the past with his concerns over the agency’s progress, stated he was “very satisfied with the job that the agency is doing. Wyndam is behind the job they are doing.” Mr. Guidry and Ms. Joyce both shared similarly positive experiences. Okaloosa County Tourist Development Department Page 5 of 7 Packet Pg. 7  2.a Motion to Recommend the Approval of the 2013-2014 Strategic Marketing Plan as Minutes Acceptance: Minutes of Oct 24, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Provided to be Presented to the Board of County Commissioners Nov. 5 RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Guidry AYES: Peterson, Joyce, Empson, Gossom, Dixon, Windes VI. Review separate Marketing Plan for the redeployment of Recovered BP Funds & consider recommending same to the BCC for approval in the form of a resolution (Peter Mayer Advertising) Ms. Kempner spoke about the BP marketing plan next. There is $957,471 allocated for spending. It must be spent no later than March 30, 2014. Motion to Recommend the Approval of the Marketing Plan for the Redeployment of Recovered BP Funds to the Board of County Commissioners RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Gossom AYES: Peterson, Empson, Guidry, Dixon, Windes, Dixon, Joyce VII. New Business (Dale Peterson – Chairman) a. Chief Robert Tilley, Okaloosa Island Fire Department, requested consideration of the council to fund half of the purchase for a new beach response vehicle. The council did so last in 1999. According to Chief Tilley, the fire department is not only the responsible agency when lifeguards are not posted, but is also responsible for taking over care of patients once they arrive on scene. The department is responsible for removing all patients from the beach for EMS transportation. Due to questions with the legality of the payment, missing information, and the need to move funds (if approved) the matter has been tabled until the next meeting. Ms. Hoshihara and her constituents will research the possibilities and report back. Mr. Peterson requested an update on the replacement for Mr. O’Byrne. Commissioner Windes expected to receive the packages the following day and the process to go smoothly. Ms. Hoshihara informed the group that statute does not authorize an alternate member. An alternate was sent from Destin to September’s meeting, as is the City’s policy. Okaloosa County Tourist Development Department Page 6 of 7 Packet Pg. 8  2.a VIII. Public Comment Minutes Acceptance: Minutes of Oct 24, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Ms. Rebecca Sherry, Condo Alliance President, thanked Ms. Nancy Hussong for the Okaloosa County Environmental Council and Tourist Development Council support of a Second Chance Beach Clean-up at the beach park next to The Surfdweller Condos as the September 21st Florida Coastal Cleanup was rained out shortly after the event start. Mr. Guidry lauded the Hog Rally’s $2M economic impact and notified the group of the meeting Saturday at the Ramada’s Ford Room to discuss the rally’s continuation. Mr. Guidry, Honorable Windes, Mr. Gossom and Mr. Peterson all thanked Mr. O’Byrne for his service and wished him well in the future. Mr. Guidry asked about the beach cleaning service. Commissioner Windes said Public Works is doing its best to keep it clean until there is a new contract signed. IX. Schedule Next TDC Meeting X. a. Tentatively scheduled for Thursday, December 12, 2013, 2:00 p.m., Emerald Coast Convention Center. XI. Adjourn Mr. Peterson adjourned the meeting at 5:07 p.m. Motion to Adjourn October 24 TDC meeting RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Guidry SECONDER: Rice AYES: Peterson, Rice, Empson, Gossom,