Okaloosa County BOCC — May 29, 2014 — reading text

b. Ad Agency Last Minute Deals – Peter Mayer TO 136 Kendra Moore-Nixon informed the TDC about a task order generated to the BCC for an opportunity to advertise in the Visit Florida Meeting magazine, targeting meeting planners, and also some Google online keyword advertising targeting people who are booking their summer travel. c. Agency Update (Peter Mayer) - Presentation National Travel and Tourism Week 2014. May 3 – 11 Ellen Kempner continued with a discussion about the “ #emeraldcoasting ad “ and how it extends out to the group and meeting audience (samples are included in the packet). Michelle Clarke reported on the progress of the social media advertisement, specifically “Instagram launch” on EmeraldCoastFLA, and provided some results of the posts from the viewers using #emeraldcoasting. She also included information on the top “Facebook” posts in April. Ms. Clarke shared some social results: Twitter followers – approx. 5,000, Instagram followers – 216, Facebook followers – 453. Okaloosa County Tourist Development Department Page 6 of 12 April 24, 2014 Packet Pg. 11  1.a Ms. Kempner added that she and Ms. Clarke would be available after the meeting to help anyone with the Instagram tutorial. Minutes Acceptance: Minutes of Apr 24, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Ms. Kempner, working with the CVB, listed some of the highlights of promoting why tourism matters to the Emerald Coast community. • Provide public relations support to leverage importance of tourism’s impact to the Emerald Coast community. • Spotlight a variety of Emerald Coast tourism employees who positively represent the tourism industry. - Ms. Kempner added she would send TDC board members an updated Emerald Coast post today and requested a quick response on nomination of co-workers who exemplify the best of tourism in our community. - The Peter Mayer Agency and CVB would make a selection and profile them through social media. - A social media scavenger hunt was created to raise awareness of National Travel and Tourism Week and reinforce #emeraldcoasting. Several winners selected will receive a #emeraldcoasting t-shirt. A sample recording of a TV commercial ad running for the summer was heard and several sample magazine and online ads are included in the meeting packet. Ms. Kempner concluded with listing the future items in progress: Television shoot – actual viewing of commercials Strategic Marketing plan for next fiscal year May Social Media calendar National Tourism Week Opening of Bayview Plaza at Convention Center Flagler Award entries Branded “#emeraldcoasting” collateral pieces Press Kit Ongoing Visitor Profile Research April’s Emerald Coast Post Summer Facebook Sweepstakes VI. Old Business (Dale Peterson) No discussion. VII. New Business (Dale Peterson) a. Western Destin Beach Restoration MSBU Ordinance Repeal Mr. Schroeder reported on the research of the impact of the MSBU rescission (or rescinding) and provided a copy of the Tourist Development Department Memorandum referencing the MSBU Ordinance Repeal (Tab 7, Page 99 in packet). He further Okaloosa County Tourist Development Department Page 7 of 12 April 24, 2014 Packet Pg. 12  1.a explained the payments out of the MSBU would come from First Penny (referring to Financial Report in Tab 3) and stated the assumption of the MSBU into next year’s Minutes Acceptance: Minutes of Apr 24, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale budget would take the place of the some or all of the capital improvements listed or it would have to be taken from reserves. Mr. Schroeder stated if the Ordinance (Page 100) introduced to the County Commission next week is passed, it would establish a resolution to address the repealing of assessment at the public hearing of the following board meeting and would not repeal or remove the actual collection of the MSBU tax. He encouraged (the members) to attend the board meeting. Mr. Peterson asked if a repeal of the MSBU on the beach would set a precedence for other MSBU’s in the Counties being repealed. Mr. Peterson also asked if eliminating some capital improvement projects will deplete beach restoration reserves within three to four years. He is concerned where the money is coming from and how this affects tourism. Commissioner Windes asked Mr. Schroeder if it was possible to leverage the anticipated reserves in a bond issue. Mr. Schroeder asked Mr. Trifilio if he had experience in this area and he responded with reference to the First Penny that nothing can be bonded because it had already been pledged against the Western Destin note, unless trying to refinance. Commissioner Windes stated this Penny can only be used for beach restoration and Mr. Trifilio confirmed this is the way the present Ordinance is written. Commissioner Windes asked Lynn Hoshihara, TDD Attorney, if the Ordinances were rearranged, would there be a substantial gain if transferring money from the First Penny to another Penny, adding his concern about depletion of the reserves. Ms. Hoshihara responded by stating the current Pennies would need to be re-written and suggested to think of categorizing these expenses into more than one Penny. Commissioner Windes asked Ms. Hoshihara to research this matter and she agreed. Ms. Dunworth addressed Commissioner Windes’ concerns relating to Mr. Peterson’s previous comment about the depletion of reserves in “three to four years” by explaining the budget report in more detail. She added if the current level of budgeted capital expenditures is funded from reserves, the reserves would be depleted. Ms. Hoshihara, referring to the TDC Ordinance, stated the first Three Pennies can be used for beach restoration. Rachel Joyce, General Manager/Hampton Inn, commented that reallocating the funds would negatively affect other items and moving funds around would not change the total of budgeted items. Mr. Gossom questioned the BCC in regards to previously asking them to research this issue and provide a recommendation on whether or not this is feasible and what the TDC is being asked to vote on today. Mr. Peterson responded by stating no vote is needed today, but the TDC is supposed to look at tourism and recommend to the BCC what is realistic. Okaloosa County Tourist Development Department Page 8 of 12 April 24, 2014 Packet Pg. 13  1.a Mr. Gossom expressed a concern and asked why to forgive this loan. Commissioner Windes explained the history of the Commission’s reasoning in this matter. Mr. Minutes Acceptance: Minutes of Apr 24, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Gossom asked if a vote to send a recommendation is needed or is attendance at the public hearings required. Ms. Joyce stated it is an obligation to send a recommendation to the Board. Honorable Windes suggested getting through the budget workshops first and then make a recommendation to the Board. Further discussion on the budget and reserves issues continued, which resulted in determining the schedule of future workshops and meetings in order to be prepared to address these concerns and present to the Board. b. Strategic Marketing Plan Revisions Ms. Dunworth announced two proposed changes to the Strategic Marketing Plan: 1) Terminology changed from “last minute deals” to “promotional reserve” to more accurately define the purpose of those funds, as well as to align approval authority with existing County policy; and 2) Combined the In-House Marketing Plan, the Ad Agency, and Strategic Marketing Plan into one document for ease of reference and to permit the promotional reserves category to be used by the Ad Agency or In-House (memorandum and examples are included in this meeting packet). Motion to Approve the Two Strategic Marketing Plan Revisions as Provided RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Joyce SECONDER: Rice AYES: Empson, Gossom, Guidry, Rigdon, Windes, Peterson, Dixon c. Tourism Week Proclamation Mr. Peterson read the Proclamation Recognizing May 3-11, 2014 as Okaloosa County Tourism Week document and asked for a motion to recommend issuing this Proclamation to the Board of County Commissioners. Motion to Approve Tourism Week Proclamation as Provided