Okaloosa County BOCC — August 12, 2014 — 5-4 Tourist Development — reading text

BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT PROGRAM DESCRIPTION: Okaloosa Tourist Development is responsible for a unified marketing strategy and visitor service program that promotes awareness of the Emerald Coast as a tourist destination to increase overall visitation and lodging facility occupancy in the southern Okaloosa County areas of Destin, Fort Walton Beach, Okaloosa Island, Mary Esther, and Cinco Bayou. REVENUE: Tourist Development is funded by the Tourist Development Trust Fund, specifically the 2nd and 5th cents of the Tourist Development Tax on short term rentals. EXPENDITURES: Expenditures Budget FY12 FY13 FY14 FY15 Category Actual $ Actual $ Original $ Approved $ Personal Services 520,838 591,854 529,394 554,218 Operating Expenses 3,398,214 4,014,426 3,216,138 3,931,473 Capital Outlay 47,445 53,313 4,000 44,000 Grants & Aids 7,500 526,135 551,536 519,972 Transfers Out 0 0 551,536 519,972 Reserves 0 0 6,067,396 6,095,365 Total 3,973,997 5,185,728 10,920,000 11,665,000 HISTORICAL STAFFING SUMMARY: Category FY12 FY13 FY14 FY15 Full-time 8 8 7 7 Part-Time 2 2 2 4 Total 10 10 9 11 MAJOR ACCOMPLISHMENTS LAST YEAR:  Launched a new Let’s Go #Emerald Coasting campaign to showcase the destination’s active, varied, and unpretentious atmosphere.  Updated the Emerald Coast leisure website (www.emeraldcoastfl.com) with the new campaign theme and added user-friendly navigation icons on the site.  Launched an Instagram campaign.  Produced two new television commercials, one feature families and one featuring couples  Produced four new, seasonal radio commercials.  Received several advertising awards: Reader’s Choice Award for Best Meeting Place in the South, Emerald Coast Convention Center Trip Advisor named the Emerald Coast one of the “Top Ten Destinations on the Rise” FlipKey recognized Destin in the “Top 10 Best Gulf Beaches” Gold Addy for the 2013-14 Emerald Coast Visitors Guide Cover Silver Addy for the entire Emerald Coast Visitors Guide Silver Addy for the Emerald Coast Visitors Guide Dining 2-page editorial section PROGRAM GOAL: Conduct proactive and productive sales, marketing, advertising, public relations, communications, and social networking initiatives to enhance economic growth for the area through increased visitation and tourism. KEY OBJECTIVES: 1. Increase the monthly bed tax collections revenue and monthly lodging occupancy percentages each month over previous years. 2. Regain market share. 3. Increase sales leads and actual bookings by aggressively soliciting and marketing the SMERF (Social, Military, Educational, Religious, and Fraternal), Motor Coach, Family Reunion, Association, and Government organizations. PERFORMANCE MEASURES: Actual Estimated Adopted Performance Measures FY12/13 FY13/14 FY14/15 Booked Groups 224 271 298 Output Number of Trade Shows Attended by Sales Staff 24 25 25 Number Sales Missions and FAMS 4 8 8 Annual Tourist Development Tax Revenues $13.5M $13.3M $13.4M Effectiveness Social Media Fans/Followers – Facebook N/A 453,000 500,000 Social Media Fans/Followers – Twitter N/A 4,900 5,900 Social Media Fans/Followers – Pinterest N/A 470 750 Social Media Fans/Followers – Instagram N/A 232 750 Operations N/A N/A 35% Reserves Beach Restoration N/A N/A $2.0M Promotional Activities N/A N/A 261%