Okaloosa County BOCC — February 27, 2014

Tourist Development Council 1540 Miracle Strip Parkway Fort Walton Beach, FL 32548 Regular Meeting http://www.okaloosafl.com ~ Agenda ~ Thursday, February 27, 2014 2:00 PM Emerald Coast Convention Center Council Members Dale E. Peterson Chairman Thomas Rice Vice-Chairman Daniel Empson Owner, Harry T's Lighthouse Restaurant Thom Gossom Owner, Best Gurl, Inc. - Mktg & Comm. Firm Joe Guidry Manager, Ramada Plaza Beach & RV Resorts Rachel Joyce General Manager, Hampton Inn Honorable Kelly Windes Commissioner District 5 Honorable Tuffy Dixon City of Destin Representative Honorable Charles Rigdon City of FWB Representative Ed Schroeder Director, Tourist Development Department Lynn Hoshihara TDD Attorney Greg Stewart TDD Attorney Pledge of Allegiance and Welcome (Dale Peterson - Chairman) I. Public Comments Related to Current Agenda (Dale Peterson) II. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson) a. Tourist Development Council - Regular Meeting - Dec 12, 2013 2:00 PM III. Director's Update (Ed Schroeder) a. December Month End Lodging b. January Month End Lodging IV. Financial Update (Charlotte Dunworth) a. November Month End Tax b. December Month End Tax c. February Financial Update d. Special Event Funding Tourist Development Council Page 1 Printed 2/26/2014 Regular Meeting Agenda February 27, 2014 V. Convention Center Update (Bill Leaman) a. Exterior North Construction VI. Marketing Update (Kendra Nixon) a. Awards & Accolades b. A Very Emerald Christmas Campaign c. Agency Update VII. Sales Update (Tisha Maraj) VIII. Old Business (Dale Peterson) IX. New Business (Recommendations from TDC to BCC) a. 2569: Transfer first penny (Charlotte Dunworth) b. Food & Beverage RFP (Bill Leaman) c. Engineering Consultant Contract - Genesis (Bill Leaman) d. Engineering Consultant Contract - Matrix (Bill Leaman) e. 2570: Add office space at the Visitors Center (Ed Schroeder) f. Contract with Horizons - 2013 Burning Up the Beaches (Ed Schroeder) g. Contract with Horizons - 2014 Burning Up the Beaches (Ed Schroeder) h. 2571: Revised Ad Agency & Memo (Charlotte Dunworth/Ed Schroeder) i. 2572: Adopt In-House Strategic (Charlotte Dunworth/Ed Schroeder) j. 2573: Task Order 132 (Kendra Nixon/Ed Schroeder) k. Visitors Guide (Ed Schroeder) X. Next TDC Meeting (Dale Peterson) a. Thursday March 27, 2014, 2:00 p.m. Emerald Coast Convention Center (Tentative) Tourist Development Council Page 2 Printed 2/26/2014 Regular Meeting Agenda February 27, 2014 XI. Public Comment (3 minutes each) XII. Adjourn Tourist Development Council Page 3 Printed 2/26/2014  2.a Okaloosa County Tourist Development Department 1540 Miracle Strip Parkway Ft. Walton Beach, FL 32548 Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Regular Meeting http://www.okaloosafl.com ~ Minutes ~ Thursday, December 12, 2013 2:00 PM Emerald Coast Convention Center Tourist Development Council Members Attendee Name Title Status Arrived Departed Chairman, Dale E. Peterson Present - - Dale E. Peterson Vacations Vice-Chairman, Thomas Rice Present - - Magnolia Grill Rachel Joyce Hampton Inn FWB Absent - - Daniel Empson Harry T’s Restaurant Present - - Thom Gossom Best Gurl, Inc. Present - - Joe Guidry Ramada Plaza Resort Present - - Tuffy Dixon Destin Councilman Absent - - Charles Rigdon FWB Councilman Present - - Kelly Windes Commissioner District 5 Present - - Ed Schroeder TDD Director Present - - Rick Owens Interim TDD Director Present - - Lynn Hoshihara TDD Attorney Present - - Mr. Peterson called the meeting to order at 2:02 p.m. with the Pledge of Allegiance. I. Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Peterson- Chairman) Members did not receive meeting minutes due to technical error. Council reviewed meeting minutes before the vote to approve. Motion to Approve October 24, 2013 TDC Meeting Minutes RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Guidry AYES: Empson, Gossom, Rigdon, Windes, Peterson II. Public Comments Related to Current Agenda (Dale Peterson – Chairman) Asked the public if anyone would like to make comment, no one accepted offer. Okaloosa County Tourist Development Department Page 1 of 5 Packet Pg. 4  2.a III. Financial Status Update (Ed Schroeder /Charlotte Dunworth) Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Mr. Guidry shared his delight with October revenue report provided by the county. He did request more information as to where the revenue was garnered, and whether it was an increase or decrease over last year at the same time. He explained that it would be helpful to know where the money is coming from, Fort Walton Beach, Destin or the Island and whether it was from condos or hotels, etc. Mr. Peterson took a break from the agenda to introduce, Ms. Charlotte Dunworth, the TDD Finance, Administration and Compliance Manager, who is new to the TDD visitors center staff. Mr. Rick Owen, Interim TDD Director, took the opportunity to thank the TDD staff for their hard work and assistance during a difficult time. Commissioner Windes, in turn, thanked Mr. Owen for his assistance as interim TDD Director, and for doing such an excellent job. Mr. Guidry echoed his sentiments. Ms. Dunworth proceeded to review the 2013 financial report and numbers available from the beginning of FY14. She explained that there is a lag of about two months for receipt of the Tax Collector’s report, but information available would still be valuable. Mr. Guidry reviewed his concern over the lag in information from the Tax Collector. Mr. Peterson clarified that expenses are available in real-time, but revenues are not. Commissioner Windes stated that he would be willing to take these concerns to the Tax Collector on the Council’s behalf. Bill Leaman discussed the financial status of the convention center. He reviewed the balance sheet for the center, as requested by the Council at the last meeting. IV. Beach Response Vehicle Funding Request (Dale Peterson – Chairman) Chief Tilley spoke with the Purchasing Department, who informed him there were no other bids required since the vehicle and equipment are being purchased off State Contract. Ms. Hoshihara confirmed Chief Tilley’s statement. The Okaloosa Island Fire Department is requesting $24,726.17 to purchase the beach response vehicle; which is 50% of its total cost. The Council agreed to the funding and requested the new Heart of the Emerald Coast logo be featured on the vehicle. Motion to Recommend Approval of $24,726.17 in Funding To the Okaloosa Island Fire Department for the Purchase of a New Response Vehicle Okaloosa County Tourist Development Department Page 2 of 5 Packet Pg. 5  2.a RESULT: MOTION APPROVED [UNANIMOUS] Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale MOVER: Rice SECONDER: Rigdon AYES: Empson, Gossom, Guidry, Windes, Peterson V. Adopt TDC Public Participation Resolution pursuant to Section 286.0114, F.S. (Lynn Hoshihara, Esq.) Ms. Hoshihara reviewed the Florida Statute regarding public comments. The committee agreed to its adoption. Motion to Adopt Participation Resolution as Written in Section 286.0114, F.S. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Guidry AYES: Empson, Gossom, Rigdon, Windes, Peterson VI. Peter Mayer Marketing Plan update (Ellen Kempner, Michelle Clarke) Ms. Kempner provided an update of the A Very Emerald Christmas campaign launch. She shared that the event was very well attended, along with local mayors. Several poster boards with illustrations of the website and print ads were sent around for review. Ms. Kempner thanked the local restaurateurs and other businesses for helping to fill in the event calendar during the Christmas campaign. The event was very well attended. The mayors of both Fort Walton Beach and Destin were in attendance. The team reviewed the current “A Very Emerald Christmas” campaign, to include the website, social media and radio spots as well as paraphernalia and special events. Ms. Clarke shared good news. The Doolittle Raiders coverage garnered two awards for Peter Mayer from the prestigious Hospitality Sales and Marketing Association International. They won both a Bronze and Gold award. This places them in the next level of competition for the Platinum Award. The team is now working with Dr. Bryan Harris at UWF Haas. Emerald Coast demographics surveys and research should begin in mid-January. This will help the firm, TDC Council, TDD Department and local stakeholders better understand where the best returns on investment are, how the industry is growing and where opportunities are available. Okaloosa County Tourist Development Department Page 3 of 5 Packet Pg. 6  2.a Two 2014 Visitors Guide production and printing bids were received already and Peter Mayer is waiting on the last bid, which should be in this week. Discussions on which Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale vendor to choose will begin next week. Mr. Rice exclaimed he was delighted to hear an advertisement on Sirius Radio for the area and complimented the agency. VII. New Business (Dale Peterson – Chairman) Introduction of Ed Schroeder, New Tourist Development Department Director (Rick Owen) Mr. Peterson introduced Mr. Schroeder, the new Tourist Development Department Director. Mr. Schroeder has many years in the industry, many awards, military experience and is a University of Georgia graduate. VIII. Schedule Quarterly TDC Meeting Thursday, January 30, 2014, 2:00 p.m., Emerald Coast Convention Center Next Meeting to Be Held January 30, 2014, 2:00 p.m., at the Emerald Coast Convention Center. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Gossom AYES: Empson, Guidry, Rigdon, Windes, Peterson The following meeting tentatively set for Thursday, February 27, 2014, 2:00 p.m., Emerald Coast Convention Center IX. Public Comment (3 minutes each) No public comment. Mayor Sam Seevers from the City of Destin was recognized for her efforts resulting in great cost savings to the City. Mr. Guidry queried Commissioner Windes about the contract for beach cleaning. Commissioner Windes shared the contract should be cleared up by February 2014 for rebid. Public Works’ Parks Department is currently renting beach cleaning equipment and cleaning the beaches. Okaloosa County Tourist Development Department Page 4 of 5 Packet Pg. 7  2.a X. Adjourn Mr. Peterson adjourned the meeting at 2:54 p.m. Minutes Acceptance: Minutes of Dec 12, 2013 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale Motion to Adjourn December 12, 2013 TDC meeting RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Rice SECONDER: Rigdon AYES: Empson, Guidry, Gossom, Windes, Peterson APPROVED: APPROVED: By: By: Name: Dale E. Peterson Name: Ed Schroeder Title: Chairman Title: Director, Tourist Development Dept. Date: Date: Okaloosa County Tourist Development Department Page 5 of 5 Packet Pg. 8  3.a Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2561) DOC ID: 2561 December Month End Lodging Updated: 2/25/2014 5:04 PM by Aida Wilkinson Page 1 Packet Pg. 9  ADR 2004‐2013 Emerald Coast Lodging Average Annual Daily Lodging Rate 2004 ‐2013 $150 $130 $117 48 $117.48 $119.87 $ $122 13 $122.13 $117.40 $113.04 $106.63 $109.91$106.15 $110 $97.00 $89 62 $89.62 $90 $70 $50 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 10 63.a.a Attachment: III.a. December (2561 : December Month End Lodging)  7 AVERAGE DAILY RATE Room revenue divided by rooms sold, displayed as the average rental rate for a single room. $250.00 Emerald Coast Average Daily Lodging Rate $230.00 $210 00 $210.00 $189.08 $ $178.07 $190.00 $170.00 $145.91 $142.25 $150.00 $129.99 $133.54 $130.00 $115.38 $107.60 $110.00 $86.35 $77.21 $80.89 $79.34 $90.00 $70.00 $50.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 $71.93 $77.30 $110.14 $120.62 $128.40 $157.45 $147.47 $113.41 $102.78 $93.78 $77.43 $73.12 2011 $72.53 $75.67 $113.41 $124.73 $133.68 $163.26 $171.81 $128.14 $108.94 $102.81 $82.93 $78.59 2012 $74.09 $78.97 $122.63 $134.92 $144.46 $175.64 $182.75 $139.44 $112.62 $107.88 $84.78 $80.21 2013 $ $77.21 $ $80.89 $ $129.99 $ $133.54 $ $145.91 $ $178.07 $ $189.08 $ $142.25 $ $115.38 $ $107.60 $ $86.35 $ $79.34 Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 11 3.a.a Attachment: III.a. December (2561 : December Month End Lodging)  8 OCCUPANCY Occupancy is a percentage of rooms occupied. Emerald Coast Lodging Occupancy 100% January ‐ December 81.31% 84.02% 90% 80% 68.81% 70% 64.25% 63.66% 61.50% 55.65% 60% 51.91% 46.86% 44 31% 44.31% 50% 33.10% 36.56% 40% 30.83% 30% 0% 20% 10% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD* 2010 30.20% 40.10% 52.80% 57.10% 53.20% 65.30% 64.70% 48.60% 43.30% 41.60% 32.30% 27.90% 46.43% 2011 28.86% 43.14% 58.10% 59.60% 59.33% 75.38% 80.90% 58.70% 48.93% 46.80% 33.39% 27.61% 52.70% 2012 30.12% 46.41% 64.60% 64.97% 67.65% 80.01% 85.02% 60.26% 49.72% 49.30% 37.42% 29.77% 55.71% 2013 33.10% 46.86% 64.25% 61.50% 68.81% 81.31% 84.02% 63.66% 51.91% 44.31% 36.56% 30.83% 55.65% *YTD = Year to Date Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 12 3.a.a Attachment: III.a. December (2561 : December Month End Lodging)  9 REVPAR Room revenue divided by rooms available. Revenue Per Available Room $170 $158.86 $144.78 $130 $100.41 $90.56 $83.52 $82.13 $90 $59 90 $59.90 $47.68 $50 $37.91 $31.56 $25.56 $24.46 $10 $ 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 $21.72 $30.98 $58.13 $68.87 $68.31 $102.89 $95.44 $55.12 $44.52 $39.00 $24.90 $20.38 2011 $20.93 $32.64 $65.90 $74.34 $79.31 $123.06 $138.92 $75.17 $53.31 $48.16 $27.69 $21.70 2012 $22.32 $22 32 $29 $29.13 13 $79 $79.22 22 $87 $87.65 65 $97 $97.73 73 $140 $140.53 53 $155 $155.37 37 $84 $84.03 03 $56 $56.00 00 $53 $53.14 14 $31 $31.73 73 $23 $23.88 88 2013 $25.56 $37.91 $83.52 $82.13 $100.41 $144.78 $158.86 $90.56 $59.90 $47.68 $31.56 $24.46 Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 13 3.a.a Attachment: III.a. December (2561 : December Month End Lodging)  3.b Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2562) DOC ID: 2562 January Month End Lodging Updated: 2/25/2014 5:07 PM by Aida Wilkinson Page 1 Packet Pg. 14  10 ADR 2004‐2013 Emerald Coast Lodging Average Annual Daily Lodging Rate 2004 ‐2013 $150 $130 $117 48 $117.48 $119.87 $ $122 13 $122.13 $117.40 $113.04 $106.63 $109.91$106.15 $110 $97.00 $89 62 $89.62 $90 $70 $50 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 15 3.b.a Attachment: III.b. January (2562 : January Month End Lodging)  11 AVERAGE DAILY RATE Room revenue divided by rooms sold, displayed as the average rental rate for a single room. $250.00 Emerald Coast Average Daily Lodging Rate $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $90.00 $76.69 $70.00 $50.00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 $71.93 $77.30 $110.14 $120.62 $128.40 $157.45 $147.47 $113.41 $102.78 $93.78 $77.43 $73.12 2011 $72.53 $75.67 $113.41 $124.73 $133.68 $163.26 $171.81 $128.14 $108.94 $102.81 $82.93 $78.59 2012 $74.09 $78.97 $122.63 $134.92 $144.46 $175.64 $182.75 $139.44 $112.62 $107.88 $84.78 $80.21 2013 $77.21 $80.89 $129.99 $133.54 $145.91 $178.07 $189.08 $142.25 $115.38 $107.60 $86.35 $79.34 2014 $76.69 Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 16 3.b.a Attachment: III.b. January (2562 : January Month End Lodging)  12 OCCUPANCY Occupancy is a percentage of rooms occupied. Emerald Coast Lodging Occupancy 100% January ‐ December 90% 80% 70% 60% 50% 40% 30% 31.22% 20% 10% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD* 2010 30.20% 40.10% 52.80% 57.10% 53.20% 65.30% 64.70% 48.60% 43.30% 41.60% 32.30% 27.90% 46.43% 2011 28.86% 43.14% 58.10% 59.60% 59.33% 75.38% 80.90% 58.70% 48.93% 46.80% 33.39% 27.61% 52.70% 2012 30 12% 46 30.12% 41% 64 46.41% 60% 64 64.60% 97% 67 64.97% 65% 80 67.65% 01% 85 80.01% 02% 60 85.02% 26% 49 60.26% 72% 49 49.72% 30% 37.42% 49.30% 37 42% 29.77% 29 77% 55 71% 55.71% 2013 33.10% 46.86% 64.25% 61.50% 68.81% 81.31% 84.02% 63.66% 51.91% 44.31% 36.56% 30.83% 55.65% 2014 31.22% *YTD = Year to Date Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 17 3.b.a Attachment: III.b. January (2562 : January Month End Lodging)  13 REVPAR Room revenue divided by rooms available. Revenue Per Available Room $170 $130 $90 $50 $23.94 $10 $ 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 $21.72 $30.98 $58.13 $68.87 $68.31 $102.89 $95.44 $55.12 $44.52 $39.00 $24.90 $20.38 2011 $20.93 $32.64 $65.90 $74.34 $79.31 $123.06 $138.92 $75.17 $53.31 $48.16 $27.69 $21.70 2012 $22.32 $22 32 $29 $29.13 13 $79 $79.22 22 $87 $87.65 65 $97 $97.73 73 $140 $140.53 53 $155 $155.37 37 $84 $84.03 03 $56 $56.00 00 $53 $53.14 14 $31 $31.73 73 $23 $23.88 88 2013 $25.56 $37.91 $83.52 $82.13 $100.41 $144.78 $158.86 $90.56 $59.90 $47.68 $31.56 $24.46 2014 $23.94 Source: Smith Travel Research, Inc. Republication or Other Re‐Use of this Data without the express written permission of STR is strictly prohibited. Packet Pg. 18 3.b.a Attachment: III.b. January (2562 : January Month End Lodging)  4.a Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2563) DOC ID: 2563 November Month End Tax Updated: 2/25/2014 5:09 PM by Aida Wilkinson Page 1 Packet Pg. 19  14 4.a.a Packet Pg. 20 Attachment: IV.a. Nov OCTC (2563 : November Month End Tax)  15 4.a.a Total Historical TDT Collections and Percentage Breakdown FY 2009 - Current Attachment: IV.a. Nov OCTC (2563 : November Month End Tax) % (+/-) % (+/-) % (+/-) Cum (+/-) Month FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 2011-2012 2012-2013 2013-2014 2013-2014 October $478,148.95 $522,443.42 $521,660.33 $598,158.00 14.49% $609,091.44 1.83% $680,330.93 11.70% 11.70% November $206,354.05 $210,704.19 $213,947.00 $239,511.00 11.95% $259,606.95 8.39% $273,038.26 5.17% 9.75% December $203,215.30 $235,157.23 $217,922.30 $289,595.00 32.89% $288,498.30 -0.38% January $277,999.51 $285,996.44 $256,775.00 $297,124.03 15.71% $298,995.38 0.63% February $386,604.93 $376,473.90 $365,490.00 $437,614.00 19.73% $395,790.00 -9.56% March $755,427.84 $727,272.00 $768,790.00 $1,028,053.00 33.72% $1,118,616.08 8.81% April $792,139.00 $779,028.05 $847,476.00 $987,462.61 16.52% $905,964.12 -8.25% May $986,600.37 $955,032.36 $1,079,025.00 $1,296,974.20 20.20% $1,264,606.99 -2.50% June $2,091,522.22 $1,730,975.65 $2,290,684.30 $2,755,441.00 20.29% $2,797,225.80 1.52% July $2,245,536.10 $1,483,002.44 $2,749,706.99 $2,755,052.00 0.19% $2,897,646.65 5.18% August $1,169,781.00 $756,365.51 $1,225,204.88 $1,421,408.96 16.01% $1,588,763.04 11.77% September $800,409.00 $700,746.00 $1,028,530.00 $1,067,149.50 3.75% $1,098,414.84 2.93% Total $10,393,738.27 $8,763,197.19 $11,565,211.80 $13,173,543.30 13.91% $13,523,219.59 2.65% $953,369.19 Amounts for September 2013 through current reported by the Okaloosa County Tax Collector's Office. All amounts prior to September 2013 reported by the Okaloosa County Clerk of Courts. Page 1 Packet Pg. 21  Total TDT Collections in Thousands $300 $600 $900 $0 $1,200 $1,500 $1,800 $2,100 $2,400 $2,700 $3,000 $3,300 598.2 609.1 Oct FY 2012 680.3 239.5 259.6 Nov 273.0 289.6 288.5 Dec 0.0 297.1 299.0 Jan FY 2003 0.0 437.6 395.8 Feb 0.0 FY 12 1,028.1 1,118.6 Mar FY 13 Month Page 2 Page 2 0.0 987.5 FY 14 906.0 Apr FY 2012 - 2014 0.0 1,297.0 1,264.6 May Total Monthly TDT Collections 0.0 2,755.4 2,797.2 Jun 0.0 2,755.1 2,897.6 Jul 0.0 1,421.4 1,588.8 Aug 0.0 1,067.1 1,098.4 Sep 0.0 4.a.a Packet Pg. 22 16 Attachment: IV.a. Nov OCTC (2563 : November Month End Tax)  17 4.a.a TDT Rental Receipts and Amount Remitted by Rental Type / Tax Area November 2013 Attachment: IV.a. Nov OCTC (2563 : November Month End Tax) Total Gross Rental Exempt Rental Taxable Rental 5% of Taxable Collection Distibution to Tax Collector Rental Type Adjustments Penalty Interest Amount Receipts Receipts Receipts Rental Receipts Allowance TDD/BCC Commission Remitted Condo $3,149,452.93 $382,205.39 $2,767,247.54 $138,362.38 ($1,587.75) $2,461.21 $39.97 ($1,587.15) $137,688.66 $133,558.00 $4,130.66 Hotel / Motel $1,885,569.12 $77,040.45 $1,808,528.67 $90,426.43 $297.07 $1.71 ($755.98) $89,969.23 $87,270.16 $2,699.08 Single Family Dwelling $422,191.52 $11,475.46 $410,716.06 $20,535.80 $100.00 $1.45 ($172.42) $20,464.83 $19,850.89 $613.94 Other $568,409.91 $67,556.00 $500,853.91 $25,042.70 $50.00 $0.00 ($177.16) $24,915.54 $24,168.07 $747.47 Total $6,025,623.48 $538,277.30 $5,487,346.18 $274,367.31 ($1,587.75) $2,908.28 $43.13 ($2,692.71) $273,038.26 $264,847.11 $8,191.15 Total Gross Rental Exempt Rental Taxable Rental 5% of Taxable Collection Distibution to Tax Collector Tax Area Adjustments Penalty Interest Amount Receipts Receipts Receipts Rental Receipts Allowance TDD/BCC Commission Remitted Destin $3,128,561.42 $216,214.75 $2,912,346.67 $145,617.33 ($1,587.75) $1,911.21 $40.33 ($1,921.95) $144,059.17 $139,737.40 $4,321.78 Okaloosa Island $2,439,165.73 $221,409.48 $2,217,756.25 $110,887.81 $650.00 $1.09 ($526.65) $111,012.25 $107,681.88 $3,330.37 Fort Walton Beach $457,896.33 $100,653.07 $357,243.26 $17,862.16 $347.07 $1.71 ($244.11) $17,966.83 $17,427.83 $539.00 Total $6,025,623.48 $538,277.30 $5,487,346.18 $274,367.31 ($1,587.75) $2,908.28 $43.13 ($2,692.71) $273,038.26 $264,847.11 $8,191.15 Page 3 Packet Pg. 23  18 4.a.a Percentage of Gross Rental, Taxable Rental, and Number of Units by Rental Type November 2013 Gross Rental Taxable Rental Attachment: IV.a. Nov OCTC (2563 : November Month End Tax) Rental Type % % Number of Units % Receipts Receipts Condo $3,149,452.93 52.27% $2,767,247.54 50.43% 6,110 56.88% Hotel / Motel $1,885,569.12 31.29% $1,808,528.67 32.96% 3,144 29.27% Single Family Dwelling $422,191.52 7.01% $410,716.06 7.48% 601 5.59% Other $568,409.91 9.43% $500,853.91 9.13% 887 8.26% Total $6,025,623.48 100.00% $5,487,346.18 100.00% 10,742 100.00% Gross Rental by Taxable Rental by Number of Units by Rental Type Rental Type Rental Type Other Other Other 9.43% 9.13% 8.26% Single Single Single Family Family Family Dwelling Dwelling Dwelling 7.01% 7.48% 5.59% Condo Condo Condo 52.27% 50.43% Hotel / Hotel / Hotel / 56.88% Motel Motel Motel 29.27% 31.29% 32.96% Page 4 Packet Pg. 24  19 4.a.a Percentage of Gross Rental, Taxable Rental, and Number of Units by Tax Area November 2013 Gross Rental Taxable Rental Attachment: IV.a. Nov OCTC (2563 : November Month End Tax) Tax Area % % Number of Units % Receipts Receipts Destin $3,128,561.42 51.92% $2,912,346.67 53.07% 6,354 59.15% Okaloosa Island $2,439,165.73 40.48% $2,217,756.25 40.42% 3,521 32.78% Fort Walton Beach $457,896.33 7.60% $357,243.26 6.51% 867 8.07% Total $6,025,623.48 100.00% $5,487,346.18 100.00% 10,742 100.00% Gross Rental by Taxable Rental by Number of Units by Tax Area Tax Area Tax Area Fort Fort Fort Walton Walton Walton Beach Beach Beach 7.60% 6.51% 8.07% Okaloosa Destin Destin Island Destin Okaloosa 51.92% Okaloosa 53.07% 32.78% 59.15% Island Island 40.48% 40.42% Page 5 Packet Pg. 25  20 4.a.a Year to Date Percentage of Gross Rental Receipts by Rental Type / Tax Area FY 2014 YEAR TO DATE RENTAL TYPE OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 GROSS SALES Condo $ 8,308,588.62 3,149,452.93 $ 11,458,041.55 Hotel / Motel $ 3,348,581.10 1,885,569.12 $ 5,234,150.22 Single Family Dwelling $ 1,659,015.03 422,191.52 $ 2,081,206.55 Other $ 1,173,994.87 568,409.91 $ 1,742,404.78 Attachment: IV.a. Nov OCTC (2563 : November Month End Tax) Total $ 14,490,179.62 $ 6,025,623.48 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 20,515,803.10 YEAR TO DATE TAX AREA OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 GROSS SALES Destin $ 9,041,836.21 3,128,561.42 $ 12,170,397.63 Okaloosa Island $ 4,782,376.77 2,439,165.73 $ 7,221,542.50 Fort Walton Beach $ 665,966.64 457,896.33 $ 1,123,862.97 Total $ 14,490,179.62 $ 6,025,623.48 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 20,515,803.10 Year to Date Year to Date Gross Rental by Gross Rental by Rental Type Tax Area Other 8.49% Fort Walton Beach 5.48% Single Family Dwelling 10.14% Okaloosa Island 35.20% Condo Destin 55.85% 59.32% Hotel / Motel 25.51% Page 6 Packet Pg. 26  21 4.a.a Year to Date Percentage of Taxable Rental Receipts by Rental Type / Tax Area FY 2014 YEAR TO DATE RENTAL TYPE OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 TAXABLE RENTAL Condo $ 7,753,638.68 2,767,247.54 $ 10,520,886.22 Hotel / Motel $ 3,236,954.32 1,808,528.67 $ 5,045,482.99 Single Family Dwelling $ 1,657,382.07 410,716.06 $ 2,068,098.13 Other $ 1,005,684.24 500,853.91 $ 1,506,538.15 Attachment: IV.a. Nov OCTC (2563 : November Month End Tax) Total $ 13,653,659.31 $ 5,487,346.18 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 19,141,005.49 YEAR TO DATE TAX AREA OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 TAXABLE RENTAL Destin $ 8,708,099.23 2,912,346.67 $ 11,620,445.90 Okaloosa Island $ 4,414,625.83 2,217,756.25 $ 6,632,382.08 Fort Walton Beach $ 530,934.25 357,243.26 $ 888,177.51 Total $ 13,653,659.31 $ 5,487,346.18 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 19,141,005.49 Year to Date Year to Date Taxable Rental by Taxable Rental by Rental Type Tax Area Other 7.87% Fort Walton Beach Single Family Dwelling 4.64% 10.80% Okaloosa Island Condo 34.65% 54.97% Destin Hotel / Motel 60.71% 26.36% Page 7 Packet Pg. 27  4.b Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2564) DOC ID: 2564 December Month End Tax Updated: 2/25/2014 5:13 PM by Aida Wilkinson Page 1 Packet Pg. 28 Packet Pg. 29 22 4.b.a Attachment: IV.b. Dec OCTC (2564 : December Month End Tax)  23 4.b.a Total Historical TDT Collections and Percentage Breakdown FY 2009 - Current Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) % (+/-) % (+/-) % (+/-) Cum (+/-) Month FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 2011-2012 2012-2013 2013-2014 2013-2014 October $478,148.95 $522,443.42 $521,660.33 $598,158.00 14.49% $609,091.44 1.83% $680,330.93 11.70% 11.70% November $206,354.05 $210,704.19 $213,947.00 $239,511.00 11.95% $259,606.95 8.39% $273,038.26 5.17% 9.75% December $203,215.30 $235,157.23 $217,922.30 $289,595.00 32.89% $288,498.30 -0.38% $291,672.28 1.10% 7.59% January $277,999.51 $285,996.44 $256,775.00 $297,124.03 15.71% $298,995.38 0.63% February $386,604.93 $376,473.90 $365,490.00 $437,614.00 19.73% $395,790.00 -9.56% March $755,427.84 $727,272.00 $768,790.00 $1,028,053.00 33.72% $1,118,616.08 8.81% April $792,139.00 $779,028.05 $847,476.00 $987,462.61 16.52% $905,964.12 -8.25% May $986,600.37 $955,032.36 $1,079,025.00 $1,296,974.20 20.20% $1,264,606.99 -2.50% June $2,091,522.22 $1,730,975.65 $2,290,684.30 $2,755,441.00 20.29% $2,797,225.80 1.52% July $2,245,536.10 $1,483,002.44 $2,749,706.99 $2,755,052.00 0.19% $2,897,646.65 5.18% August $1,169,781.00 $756,365.51 $1,225,204.88 $1,421,408.96 16.01% $1,588,763.04 11.77% September $800,409.00 $700,746.00 $1,028,530.00 $1,067,149.50 3.75% $1,098,414.84 2.93% Total $10,393,738.27 $8,763,197.19 $11,565,211.80 $13,173,543.30 13.91% $13,523,219.59 2.65% $1,245,041.47 Amounts for September 2013 through current reported by the Okaloosa County Tax Collector's Office. All amounts prior to September 2013 reported by the Okaloosa County Clerk of Courts. Page 1 Packet Pg. 30  Total TDT Collections in Thousands $300 $600 $900 $0 $1,200 $1,500 $1,800 $2,100 $2,400 $2,700 $3,000 $3,300 598.2 609.1 Oct FY 2012 680.3 239.5 259.6 Nov 273.0 289.6 288.5 Dec 291.7 297.1 299.0 Jan FY 2003 0.0 437.6 395.8 Feb 0.0 FY 12 1,028.1 1,118.6 Mar FY 13 Month Page 2 Page 2 0.0 987.5 FY 14 906.0 Apr FY 2012 - 2014 0.0 1,297.0 1,264.6 May Total Monthly TDT Collections 0.0 2,755.4 2,797.2 Jun 0.0 2,755.1 2,897.6 Jul 0.0 1,421.4 1,588.8 Aug 0.0 1,067.1 1,098.4 Sep 0.0 24 4.b.a Packet Pg. 31 Attachment: IV.b. Dec OCTC (2564 : December Month End Tax)  254.b.a TDT Rental Receipts and Amount Remitted by Rental Type / Tax Area December 2013 Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) Gross Rental Exempt Rental Taxable Rental 5% of Taxable Collection Total Amount Distibution to Tax Collector Rental Type Adjustments Penalty Interest Receipts Receipts Receipts Rental Receipts Allowance Remitted TDD/BCC Commission Condo $3,326,087.76 $348,539.51 $2,977,548.25 $148,877.41 $318.51 $2,018.64 $70.40 ($2,175.50) $149,109.46 $144,636.18 $4,473.28 Hotel / Motel $1,741,863.00 $58,294.86 $1,683,568.14 $84,178.41 $0.00 $0.00 ($762.14) $83,416.27 $80,913.78 $2,502.49 Single Family Dwelling $831,184.74 $23,049.73 $808,135.01 $40,406.75 $680.00 $25.36 ($233.52) $40,878.59 $39,652.23 $1,226.36 Other $441,243.91 $72,731.42 $368,512.49 $18,425.62 $0.00 $0.00 ($157.66) $18,267.96 $17,719.93 $548.04 Total $6,340,379.41 $502,615.52 $5,837,763.89 $291,888.19 $318.51 $2,698.64 $95.76 ($3,328.82) $291,672.28 $282,922.12 $8,750.17 Gross Rental Exempt Rental Taxable Rental 5% of Taxable Collection Total Amount Distibution to Tax Collector Tax Area Adjustments Penalty Interest Receipts Receipts Receipts Rental Receipts Allowance Remitted TDD/BCC Commission Destin $4,035,429.68 $242,372.25 $3,793,057.43 $189,652.87 $318.51 $2,398.64 $94.36 ($2,260.73) $190,203.65 $184,497.54 $5,706.11 Okaloosa Island $1,856,698.75 $164,202.68 $1,692,496.07 $84,624.80 $300.00 $1.40 ($827.90) $84,098.30 $81,575.35 $2,522.95 Fort Walton Beach $448,250.98 $96,040.59 $352,210.39 $17,610.52 $0.00 $0.00 ($240.19) $17,370.33 $16,849.22 $521.11 Total $6,340,379.41 $502,615.52 $5,837,763.89 $291,888.19 $318.51 $2,698.64 $95.76 ($3,328.82) $291,672.28 $282,922.12 $8,750.17 Page 3 Packet Pg. 32  26 4.b.a Percentage of Gross Rental, Taxable Rental, and Number of Units by Rental Type December 2013 Gross Rental Taxable Rental Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) Rental Type % % Number of Units % Receipts Receipts Condo $3,326,087.76 52.46% $2,977,548.25 51.00% 6,253 57.39% Hotel / Motel $1,741,863.00 27.47% $1,683,568.14 28.84% 3,144 28.85% Single Family Dwelling $831,184.74 13.11% $808,135.01 13.84% 611 5.61% Other $441,243.91 6.96% $368,512.49 6.31% 888 8.15% Total $6,340,379.41 100.00% $5,837,763.89 100.00% 10,896 100.00% Gross Rental by Taxable Rental by Number of Units by Rental Type Rental Type Rental Type Other Other Other 6.96% 6.31% 8.15% Single Single Single Family Family Family Dwelling Dwelling Dwelling 13.11% 13.84% 5.61% Condo Condo Condo 52.46% 51.00% Hotel / 57.39% Hotel / Hotel / Motel Motel Motel 28.85% 27.47% 28.84% Page 4 Packet Pg. 33  27 4.b.a Percentage of Gross Rental, Taxable Rental, and Number of Units by Tax Area December 2013 Gross Rental Taxable Rental Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) Tax Area % % Number of Units % Receipts Receipts Destin $4,035,429.68 63.65% $3,793,057.43 64.97% 6,465 59.33% Okaloosa Island $1,856,698.75 29.28% $1,692,496.07 28.99% 3,564 32.71% Fort Walton Beach $448,250.98 7.07% $352,210.39 6.03% 867 7.96% Total $6,340,379.41 100.00% $5,837,763.89 100.00% 10,896 100.00% Gross Rental by Taxable Rental by Number of Units by Tax Area Tax Area Tax Area Fort Fort Fort Walton Walton Walton Beach Beach Beach 7.07% 6.03% 7.96% Okaloosa Okaloosa Okaloosa Island Island Island Destin 29.28% Destin 28.99% Destin 32.71% 59.33% 63.65% 64.97% Page 5 Packet Pg. 34  4.b.a 28 Year to Date Percentage of Gross Rental Receipts by Rental Type / Tax Area FY 2014 YEAR TO DATE RENTAL TYPE OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 GROSS SALES Condo $ 8,308,588.62 3,149,452.93 3,326,087.76 $ 14,784,129.31 Hotel / Motel $ 3,348,581.10 1,885,569.12 1,741,863.00 $ 6,976,013.22 Single Family Dwelling $ 1,659,015.03 422,191.52 831,184.74 $ 2,912,391.29 Other $ 1,173,994.87 568,409.91 441,243.91 $ 2,183,648.69 Total $ 14,490,179.62 $ 6,025,623.48 $ 6,340,379.41 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 26,856,182.51 YEAR TO DATE TAX AREA OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 GROSS SALES Destin $ 9,041,836.21 3,128,561.42 4,035,429.68 $ 16,205,827.31 Okaloosa Island $ 4,782,376.77 2,439,165.73 448,250.98 $ 7,669,793.48 Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) Fort Walton Beach $ 665,966.64 457,896.33 1,856,698.75 $ 2,980,561.72 Total $ 14,490,179.62 $ 6,025,623.48 $ 6,340,379.41 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 26,856,182.51 Year to Date Year to Date Gross Rental by Gross Rental by Rental Type Tax Area Other 8.13% Fort Walton Beach 11.10% Single Family Dwelling 10.84% Condo 55.05% Destin Okaloosa Island 60.34% Hotel / Motel 28.56% 25.98% Page 6 Packet Pg. 35  4.b.a 29 Year to Date Percentage of Taxable Rental Receipts by Rental Type / Tax Area FY 2014 YEAR TO DATE RENTAL TYPE OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 TAXABLE RENTAL Condo $ 7,753,638.68 2,767,247.54 2,977,548.25 $ 13,498,434.47 Hotel / Motel $ 3,236,954.32 1,808,528.67 1,683,568.14 $ 6,729,051.13 Single Family Dwelling $ 1,657,382.07 410,716.06 808,135.01 $ 2,876,233.14 Other $ 1,005,684.24 500,853.91 368,512.49 $ 1,875,050.64 Total $ 13,653,659.31 $ 5,487,346.18 $ 5,837,763.89 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 24,978,769.38 YEAR TO DATE TAX AREA OCT 2013 NOV 2013 DEC 2013 JAN 2014 FEB 2014 MAR 2014 APR 2014 MAY 2014 JUNE 2014 JULY 2014 AUG 2014 SEPT 2014 TAXABLE RENTAL Destin $ 8,708,099.23 2,912,346.67 3,793,057.43 $ 15,413,503.33 Okaloosa Island $ 4,414,625.83 2,217,756.25 352,210.39 $ 6,984,592.47 Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) Fort Walton Beach $ 530,934.25 357,243.26 1,692,496.07 $ 2,580,673.58 Total $ 13,653,659.31 $ 5,487,346.18 $ 5,837,763.89 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 24,978,769.38 Year to Date Year to Date Taxable Rental by Taxable Rental by Rental Type Tax Area Other 7.51% Fort Walton Beach Single Family Dwelling 10.33% 11.51% Condo Okaloosa Island 54.04% 27.96% Destin Hotel / Motel 61.71% 26.94% Page 7 Packet Pg. 36  30 4.b.a Total TDT Collections and Percentage Breakdown FY 2014 Attachment: IV.b. Dec OCTC (2564 : December Month End Tax) TOTAL MONTH FIRST % SECOND % THIRD % FOURTH % FIFTH % COLLECTIONS October $ 680,330.93 $ 136,066.19 $ 136,066.19 $ 136,066.19 $ 136,066.19 $ 136,066.19 November $ 273,038.26 $ 54,607.65 $ 54,607.65 $ 54,607.65 $ 54,607.65 $ 54,607.65 December $ 291,672.28 $ 58,334.46 $ 58,334.46 $ 58,334.46 $ 58,334.46 $ 58,334.46 January $ - $ - $ - $ - $ - $ - February $ - $ - $ - $ - $ - $ - March $ - $ - $ - $ - $ - $ - April $ - $ - $ - $ - $ - $ - May $ - $ - $ - $ - $ - $ - June $ - $ - $ - $ - $ - $ - July $ - $ - $ - $ - $ - $ - August $ - $ - $ - $ - $ - $ - September $ - $ - $ - $ - $ - $ - Total $ 1,245,041.47 $ 249,008.29 $ 249,008.29 $ 249,008.29 $ 249,008.29 $ 249,008.29 *Percentage breakdown per Okaloosa County Ordinance No. 13-20, Sec. 20-72 (d) Page 8 Packet Pg. 37  4.c Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2565) DOC ID: 2565 February Financial Update Updated: 2/25/2014 5:15 PM by Aida Wilkinson Page 1 Packet Pg. 38  4.c.a 31 Financial Update February 2014 FY 2013-14 AMENDED BUDGET: $36,713,969 Financial data as of 02/22/14 The adopted budget of $33,967,750 has been amended during the year to record BP grant funds for marketing, FDEP grant funds for Okaloosa Island dune walkovers, FDOT grant funds for seasonal transit service on Okaloosa Island and Destin, and general reserve carryforwards. Attachment: IV.c. Financial Update (2565 : February Financial Update) The tourist development department has three recurring revenue sources – tourist development tax (5 percent), convention center fees (e.g. room & equipment rentals, ticket sales), and interest income on cash balances – along with two non-recurring revenue sources – grants & assessments (BP, FDOT, FDEP, MSBU) and reserves. Reserves are the largest component of budgeted revenues because the budget reflects anticipated revenues as well as current cash on hand. Reserves/cash on hand is a budget “placeholder” and represents the accumulation of unspent prior year bed tax dollars; it’s not an actual source of incoming revenues for the year. Tourist development taxes comprise the largest part of actual annual revenue collections. Each percentage is anticipated to generate $2.4M, for a total of $12M in bed taxes. Lodging establishments remit bed tax collections to the tax collector by the 20th of each month for the preceding month. The tax collector reconciles and remits the revenues to the County by the 10th of the following month. Due to the timing of this process, the $1.2M in actual revenue only represents collections through December 31st. February 24, 2014 Packet Tourist Development Department, Okaloosa County, FL Pg. 39 Financial Update – February 2014 4.c.a32 The tourist development department has several recurring expenses – personnel, beaches & parks, Attachment: IV.c. Financial Update (2565 : February Financial Update) visitor services & lifeguards, convention center, and tourism promotion – along with two non-recurring expenses – grants & assessments and reserves. Reserves are the largest component of budgeted expenses because budgeted expenses must equal budgeted revenues. The budgeted use/drawdown of reserves is reflected in the amount by which budgeted reserves expenses are less than budgeted reserves revenues: $21M reserve revenue – $15M reserve expenses = $6M use/drawdown for capital projects Each percentage of the bed tax is required to be spent in a certain way per County Ordinance. February 24, 2014 Tourist Development Department, Okaloosa County, FL 2 of 5 Packet Pg. 40 Financial Update – February 2014 4.c.a 33 FIRST PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive)  beach park facilities or beach improvements  beach & waterway maintenance, renourishment, restoration, enhancement, access  tourist destination facilities Attachment: IV.c. Financial Update (2565 : February Financial Update) SECOND PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive)  visitor services, brochure distribution, communication and research  tourist bureau administration  lifeguard services and protection February 24, 2014 Tourist Development Department, Okaloosa County, FL 3 of 5 Packet Pg. 41 Financial Update – February 2014 4.c.a34 THIRD PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive)  operations, maintenance, improvement of Visitor Welcome or Information Centers, Convention Center, and Tourist Destination Facilities Attachment: IV.c. Financial Update (2565 : February Financial Update) FOURTH PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive)  expansion, renovation, reconstruction of the convention center and outdoor venues February 24, 2014 Tourist Development Department, Okaloosa County, FL 4 of 5 Packet Pg. 42 Financial Update – February 2014 4.c.a 35 FIFTH PERCENTAGE (These permissible uses are intended to be representative, not all-inclusive)  tourism promotion Attachment: IV.c. Financial Update (2565 : February Financial Update) STRATEGIC MARKETING PLAN: $2,600,000 The FY 2014 Strategic Marketing Plan was approved by the Board of County Commissioners in November 2013. A task order is required for all promotional activities under the SMP, and is the mechanism for actually authorizing individual promotional expenses/activities. To date, task orders in the amount of $2.4M have been issued to the ad agency and $374K has been approved for payment. A revised ad agency marketing plan as well as an in-house marketing plan are being brought forth for TDC consideration and recommendation for BCC approval to ensure marketing/promotional opportunities reflect current needs to promote the area and increase lodging occupancy in the taxing district. BP SPEND PLAN: $957,471 The FY 2014 BP Spend Plan was approved by the Board of County Commissioners in November 2013. Task orders have been issued for all recovered funds and $51K has been approved for payment to date. Funding has been reallocated from brand television to brand photography as a result of the recent change in the Emerald Coast brand (e.g. style, color, fonts). All monies must be expended no later than March 31, 2014. February 24, 2014 Tourist Development Department, Okaloosa County, FL 5 of 5 Packet Pg. 43  4.d Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Report Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2566) DOC ID: 2566 Special Event Funding Updated: 2/25/2014 5:17 PM by Aida Wilkinson Page 1 Packet Pg. 44 36 Special Event Funding FY 2014 Summary Expected Expected Date Out of Expected Expected Total Payment Post Event Actual Event Town Lodging Nights per Room Application Amount TDD Date TDD Amount Date Invoice Amount Report Room Event and Contact Information Dates Visitors Rooms Visitor Nights Submitted Requested Approved Approved PO Number Approved Approved Received Nights 65th Annual Destin Fishing Rodeo 10/1/13 to 16,450 501 6 2,899 4/30/13 $ 20,000.00 6/21/13 $ 20,000.00 21301624 8/1/13 $ 20,000.00 Helen Donaldson 10/31/13 Destin Fishing Rodeo Inc Emerald Coast Fall Classic 10/2/13 to 1,290 323 5 1,680 7/24/13 $ 8,277.69 7/26/13 $ 8,277.69 21301835 10/24/14 $ 8,277.69 10/10/13 2,400 Mike Minich 10/6/13 on time over Southern Events Management, Inc. 1 Destin Seafood Festival 10/4/13 to 25,000 800 3 2,400 3/21/13 $ 29,066.00 8/2/13 $ 19,166.00 21301928 Mile Eller 10/6/13 Destin Charter Boat Association Florida State HOG Rally 10/21/13 to 2,500 1,000 4 4,625 10/22/13 $ 35,000.00 11/6/13 $ 30,000.00 21301626 7/25/13 $ 16,000.00 3,141 Bruce Fuller 10/26/13 10/18/13 $ 9,000.00 under Florida State HOG Rally Inc Festival of the Arts 10/26/13 to 730 185 3 555 6/28/13 $ 4,950.00 8/8/13 $ 4,950.00 21301927 1/14/14 $ 4,936.00 11/25/13 354 Marcia Hull 10/27/13 on time under Mattie Kelly Arts Foundation 1 Emerald Coast Golf Tour Fall Champs 11/20/13 to 600 150 4 600 9/17/13 $ 8,125.00 9/30/13 $ 6,000.00 21400077 Geno Celano 11/25/13 Emerald Coast Golf Tour 2 Round the Bay Relay & Ultra 12/28/13 to 100 30 2 60 10/22/13 $ 2,095.00 10/28/13 $ 600.00 21400225 Dennis Samac 12/28/13 Northwest Florida Track Club A Collection of Black American Music 2/3/14 to TBD TBD 2 TBD 5/22/13 $ 10,000.00 incomplete application Marlayna Goosby 2/9/14 Emerald Coast Performing Arts Alliance 3 Fudpuckers Battle by the Beach 3/8/14 to 1,500 400 2 800 1/5/14 $ 7,000.00 Matthew Oswald 3/9/14 Real Athletic Development WSA Beach Nationals 3/29/14 to 7,000 700 2 1,400 Dec 2013 $ 25,000.00 does not meet requirements Darren DeMoss 3/30/14 Worldwide Spirit Association Emerald Coast Sports Camp 3/29/14 to 2,150 538 6 3,228 9/4/13 $ 20,000.00 9/19/13 $ 20,000.00 21400003 Greg Conant 4/12/14 Emerald Coast Sports Camp Inc Emerald Coast Volleyball Week-Spring 4/23/14 to 2,088 522 5 2,714 10/22/13 $ 19,904.69 10/28/13 $ 19,904.69 21400224 Mike Minich 4/27/14 Southern Events Management, Inc. 3 Musical Echoes 4/25/14 to 1,700 500 2 1,000 Jan 2014 $ 6,826.00 David Baxter 4/27/14 Musical Echoes Flute Festival Inc Burning Up the Beaches 5/1/14 to 750 330 4 1,155 9/6/13 $ 20,000.00 9/19/13 $ 9,000.00 21400002 LA Woodall 5/4/14 Horizons of Okaloosa County Total Approved $ 137,898.38 Total Paid $ 58,213.69 Notes: 1) Documentation under review for payment 2) Documentation not yet received 3) Application under review for approval Packet Pg. 45 4.d.a \\TDCSV1\TDCMedia\Special Events\SPECIAL EVENTS AND SPONSORSHIPS 2014\2014 Funding Summary.xlsx 2/24/2014 1:07 PM Attachment: IV.d. Special Event Funding (2566 : Special Event Funding)  6.a Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2567) DOC ID: 2567 Awards & Accolades Updated: 2/25/2014 5:19 PM by Aida Wilkinson Page 1 Packet Pg. 46  6.a.a Packet Pg. 47 37 Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades)  6.a.a Packet Pg. 48 38 Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades)  6.a.a Packet Pg. 49 Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades) 39  40 6.a.a FOR IMMEDIATE RELEASE CONTACT: Larry Lovell Peter Mayer Public Relations PR Management Supervisor lovelll@peteramayer.com Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades) TripAdvisor names Destin to national top 10 list Florida Panhandle beach city named third for “Destinations on the Rise in the U.S.” DESTIN, Fla. (January 6, 2014) – Leading travel website TripAdvisor named Destin, Fla., to its 2013 annual top 10 list of “Destinations on the Rise in the U.S.,” which ranks travel hotspots that received the greatest increase in positive traveler feedback and traveler interest from the company’s customers. “TripAdvisor is the dominant source of travel information on the Internet,” said Ed Schroeder, director of the Emerald Coast Tourist Development Department. “To have TripAdvisor’s customers think so highly of Destin and the Emerald Coast is fantastic. We agree Destin is the destination of choice for travelers visiting our special vacation spot.” Destin ranked third in the country after Kailua-Kona, Hawaii, and Anchorage, Alaska, and is the only destination in the Southeastern U.S. to be recognized by TripAdvisor in the annual poll. “For travelers looking for inspiration for their 2014 travel planning, TripAdvisor travelers have helped us put a spotlight on some amazing destinations that caught the eye of travelers this past year,” said Barbara Messing, chief marketing officer for TripAdvisor. “Between large cities gathering steam and off-the-beaten-path spots surfaced by our community, travelers can discover wonderful accommodations, attractions and restaurants in all of these award-winning destinations.” And with spectacular sugar-white sand beaches, emerald-green Gulf waters and an abundance of activities, Destin’s Schroeder said there’s something for nearly every traveler. “Visitors have so many options in Destin, from fishing and water sports to golf and numerous other family- friendly activities,” Schroeder said. “Whether it’s a relaxing day at our beaches, shopping in our great local businesses or dining on fresh Gulf seafood at great local restaurants, a Destin vacation is one that will create lasting memories and have you wanting to return again and again. We encourage travelers to come experience what TripAdvisor users have discovered.” For more information on visiting the Emerald Coast beaches of Destin, Ft. Walton Beach, and Okaloosa Island throughout the year, visit, www.EmeraldCoastFL.com or call 1-800-322-3319. ### Packet Pg. 50  41 6.a.a Packet Pg. 51 Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades)  42 6.a.a Packet Pg. 52 Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades)  43 6.a.a Destin recognized on the list of 2014 Best Gulf Beaches! Attachment: VI.a. 2013 Awards (2567 : Awards & Accolades) Packet Pg. 53  6.c Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2568) DOC ID: 2568 Agency Update Updated: 2/25/2014 5:22 PM by Aida Wilkinson Page 1 Packet Pg. 54  6.c.a Packet Pg. 55 44 Attachment: VI.c. Agency Update (2568 : Agency Update)  2.27.14 Peter Mayer Agency Report 6.c.a Packet Pg. 56 45 Attachment: VI.c. Agency Update (2568 : Agency Update)  Media A Very Emerald Christmas 6.c.a Packet Pg. 57 46 Attachment: VI.c. Agency Update (2568 : Agency Update)  Regional Magazines ©2014 6.c.a Packet Pg. 584 47 Attachment: VI.c. Agency Update (2568 : Agency Update)  48 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) Digital Outdoor • Atlanta • Nashville • Birmingham National Satellite Radio • Aired 10/21 – 11/24/13 ©2014 Packet Pg. 595  Southern Living ©2014 6.c.a Packet Pg. 606 49 Attachment: VI.c. Agency Update (2568 : Agency Update)  Trip Advisor ©2014 6.c.a Packet Pg. 617 50 Attachment: VI.c. Agency Update (2568 : Agency Update)  Visit Florida ©2014 6.c.a Packet Pg. 628 51 Attachment: VI.c. Agency Update (2568 : Agency Update)  52 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) A Very Emerald Christmas Public Relations Packet Pg. 63 ©2014 6.c.a 53 Packet Pg. 6410 Attachment: VI.c. Agency Update (2568 : Agency Update) ©2014 6.c.a 54 Packet Pg. 6511 Attachment: VI.c. Agency Update (2568 : Agency Update) ©2014 6.c.a 55 Packet Pg. 6612 Attachment: VI.c. Agency Update (2568 : Agency Update) ©2014 6.c.a 56 Packet Pg. 6713 Attachment: VI.c. Agency Update (2568 : Agency Update) ©2014 6.c.a 57 Packet Pg. 6814 Attachment: VI.c. Agency Update (2568 : Agency Update)  58 6.c.a Public Relations Attachment: VI.c. Agency Update (2568 : Agency Update) • TV Morning Shows • Panama City • Tallahassee • Birmingham • Mobile • Dallas ©2014 Packet Pg. 6915  WCTV, Tallahassee ©2014 6.c.a 59 Packet Pg. 7016 Attachment: VI.c. Agency Update (2568 : Agency Update)  60 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) A Very Emerald Christmas Social Media Packet Pg. 71 Subhead 61 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) WE REACHED 959K USERS WITH EMERALD COAST FACEBOOK CONTENT ©2014 Packet Pg. 7218 Subhead 62 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) 72K USERS SHARED, COMMENTED, LIKED AND CLICKED ON FACEBOOK CONTENT ©2014 Packet Pg. 7319 Subhead 63 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) FACEBOOK USERS ENGAGED AT A GREATER RATE THAN ANY OTHER MONTH IN 2013 ©2014 Packet Pg. 7420 Subhead 64 6.c.a Greeting Card Style Posts Attachment: VI.c. Agency Update (2568 : Agency Update) • 54.7K: Viewed • 18.3K: Shared, Commented, Liked ©2014 Packet Pg. 7521 Subhead 65 6.c.a Beach Pictures Attachment: VI.c. Agency Update (2568 : Agency Update) • 34.6K: Viewed • 2.7K: Shared, Commented, Liked ©2014 Packet Pg. 7622  Subhead Pinterest ©2014 6.c.a 66 Packet Pg. 7723 Attachment: VI.c. Agency Update (2568 : Agency Update)  Twitter Subhead ©2014 6.c.a 67 Packet Pg. 7824 Attachment: VI.c. Agency Update (2568 : Agency Update)  68 6.c.a Attachment: VI.c. Agency Update (2568 : Agency Update) A Very Emerald Christmas Landing Page Packet Pg. 79  Subhead ©2014 6.c.a 69 Packet Pg. 8026 Attachment: VI.c. Agency Update (2568 : Agency Update)  2014 Advertising Update 6.c.a Packet Pg. 81 70 Attachment: VI.c. Agency Update (2568 : Agency Update)  71 6.c.a National Cable Attachment: VI.c. Agency Update (2568 : Agency Update) • Destination America • Weather Channel • Travel Channel • WE TV Packet Pg. 82  72 6.c.a National Satellite Radio Attachment: VI.c. Agency Update (2568 : Agency Update) • :30 second placements Packet Pg. 83  73 6.c.a Leisure Print Attachment: VI.c. Agency Update (2568 : Agency Update) • Southern Living • Bon Appetit • Travel & Leisure • Food & Wine • Canadian Traveller • Crossings • Toronto Life Packet Pg. 84  Leisure Digital 6.c.a Packet Pg. 85 74 Attachment: VI.c. Agency Update (2568 : Agency Update)  Groups 6.c.a Packet Pg. 86 75 Attachment: VI.c. Agency Update (2568 : Agency Update)  2014 A Look Ahead 6.c.a Packet Pg. 87 76 Attachment: VI.c. Agency Update (2568 : Agency Update)  77 6.c.a 2014 Attachment: VI.c. Agency Update (2568 : Agency Update) • Photoshoot • Television shoot • Launch Instagram • Visitor Profile research • FAM trip • Social sweepstakes • 2015 planning Packet Pg. 88  THANK YOU 6.c.a Packet Pg. 89 78 Attachment: VI.c. Agency Update (2568 : Agency Update)  9.a Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2569) DOC ID: 2569 Transfer first penny Updated: 2/25/2014 5:24 PM by Aida Wilkinson Page 1 Packet Pg. 90  9.a.a Packet Pg. 91 Attachment: IX.a. Reserve Allocation (2569 : Transfer first penny) 79  9.e Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2570) DOC ID: 2570 Add office space Updated: 2/25/2014 5:32 PM by Aida Wilkinson Page 1 Packet Pg. 92  9.e.a Packet Pg. 93 Attachment: IX.e. Add Office space (2570 : Add office space) 80  9.h Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2571) DOC ID: 2571 Revised Ad Agency & Memo Updated: 2/25/2014 5:41 PM by Aida Wilkinson Page 1 Packet Pg. 94  81 9.h.a TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: February 25, 2014 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: FY 2013-14 Strategic Marketing Plan Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo) Background All advertising/marketing expenditures shall be in conformity with the approved Strategic Marketing Plan and task order process per section D.200.2.c of the TDD Operations & Procedures Manual. The Board approved a $2.6M annual Strategic Marketing Plan on November 5, 2013. The adopted departmental budget in accounts that are classified as “promotional activities” according to the uniform chart of accounts totals $3.5M (excluding accounts for BP funds). This $900K difference is attributable to $534K in marketing activities performed in-house by TDD staff and $375K in special event and sponsorship funding. A Convention Center Local Strategic Plan was developed in August 2013, but an overall in-house strategic marketing plan outlining activities and expenses was not formally reviewed by the TDC nor adopted by the BCC. Details of budgeted in-house promotional activities amounts are not available. Consequently, payments related to in-house activities cannot be processed because they are neither included in the adopted Strategic Marketing Plan nor processed via task order nor itemized in the adopted budgeted. Discussion – Ad Agency Strategic Marketing Plan $2.6M The adopted Strategic Marketing Plan (SMP) included a line item for Co-Op Opportunities in the amount of $285,000. Due to low partner participation, only two co-ops targeting Canadian travelers were implemented. A new co-op with Southwest Airlines is being proposed, with the balance of funds proposed for reallocation to leisure media and television production to make a larger promotional impact for the taxing district. Meeting/Conventions and Groups have also been reevaluated. The revised SMP includes the originally adopted budget as well as the proposed revised budget. Changes are noted in bold for ease of comparison. The overall budget remains unchanged at $2.6M. Ad agency SMP expenses are paid via task order. A few aspects of the ad agency SMP warrant further explanation:  Television Production – Due to the reallocation of funding, television production can be incorporated into the SMP. Two :30 spots and two :15 spots will be shot, edited, and developed to launch in late Spring.  Last Minute Deals – Unanticipated marketing/promotional opportunities will likely present themselves during the year. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are 1 of 3 Packet Pg. 95  82 9.h.a available for appropriation by the Tourist Development Director with concurrence of the County Administrator if a time-sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. Discussion – In-House Strategic Marketing Plan $534K There are several marketing efforts undertaken by Tourist Development Department staff. The Destination team attends trade shows throughout the year to promote the Emerald Coast area as a tourism destination. The Sales team attends trade shows and makes sales trips to promote the Emerald Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo) Coast Convention Center (ECCC) to meeting planners. The Events team ensures each client’s expectations at the ECCC are met or exceeded. The Film Commission markets the Emerald Coast to production and entertainment companies. There is $589K budgeted for in-house marketing and promotional activities, but only $534K is directly attributable to promotional accounts. In-house SMP expenses are paid via credit card or purchase order. A few aspects of the in-house SMP warrant further explanation:  Film Commission – The TDD has a contract in the amount of $38K with Gail Morgan for film commission services, which covers wages and travel (transportation, accommodations, meals, registration fees). Other expenses necessary to support Film Commission operations are paid directly by the TDD. The Film Commission was budgeted in a contractual services account, but is more appropriately classified as a promotional activity.  Burning Up the Beaches – The previous Tourist Development Director made a verbal commitment to L.A. Woodall to reimburse Horizons Foundation’s agreement with Masters Entertainment Group to produce a car show on location in Fort Walton Beach in 2013 and 2014. The two-year agreement totals $15,000 and each year has been included in the in-house SMP for TDC consideration. Legal counsel has advised the TDC may wish to honor the 2013 car show since services have already been rendered, but is under no obligation to honor a verbal agreement for 2014.  Entertainment Expenses/Meals for Meetings – Section C.500 of the TDD Operations & Procedures Manual provides for entertainment expenses when meeting with travel writers, tour brokers, or other persons connected with the tourist industry. Networking with local and out of area tourism industry professionals is an essential component of promoting the taxing district, and such activity may on occasion require the purchase of meals and non-alcoholic beverages.  Last Minute Deals – Unanticipated marketing/promotional opportunities will likely present themselves during the year. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the County Administrator if a time-sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. 2 of 3 Packet Pg. 96  9.h.a 83 Discussion – Special Event and Sponsorship Funding $375K Section F of the TDD Operations & Procedures Manual provides up to $20K for each event that increases awareness of the Emerald Coast as a tourist destination and drives incremental room occupancy in the taxing district particularly during low or shoulder seasons. The adopted budget earmarks $375K for special events and sponsorships meeting the criteria of the TDD Manual. Moving forward, both the ad agency and in-house strategic marketing plans will be presented to the TDC for review, and adjustment as needed, on a quarterly basis at minimum to ensure the marketing/promotional opportunities reflect current needs to promote the area and increase lodging occupancy in the taxing district. Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo) TDC Recommendation to BCC Recommend approval of: 1) Revised FY 2013-14 Strategic Marketing Plan – Ad Agency 2) Adoption of FY 2013-14 Strategic Marketing Plan – In-House 3 of 3 Packet Pg. 97  October 1, 2013 – September 30, 2014 Advertising Agency Strategic Marketing Plan – Revised February 27, 2014 Packet Pg. 98 849.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  85 Marketing Plan Budget Packet Pg. 99 2 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  86 Ad Agency Marketing Plan Budget Original Budget Revised Budget Research (ongoing visitor profile and economic impact study) $55,200 $55,200 Leisure Media $1,194,800 $1,371,629 Co‐Op Opportunities $285,000 $24,952 g and Conventions Meetings $100,000 $ , $86,971 $ , Groups $100,000 $70,320 Collateral, Campaign Production and Visitors Guide* $400,000 $507,115 Base Services/Travel / Reimbursement $ $465,000 $ $465,000 Last Minute Deals** $0 $18,813 Total $2,600,000 $ , , $2,600,000 $ , , *Due to the reallocation, television production – not previously a part of the plan ‐ will occur in the spring. Two :30 spots and two :15 spots will be shot, edited, and developed to launch in late spring. **Last Minute Deals reflects funding for unanticipated marketing/promotional opportunities that may become available March – September 2014. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the County Administrator if a time‐sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required Packet Pg. 100 regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings. 3 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  87 Leisure Media Plan Packet Pg. 101 4 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  88 Leisure Media Summary V d Vendor O Opportunity t it O i i lB Original Budget d t Revised R i d Budget Visit Florida Guide 2‐page, 4C spread – January release $15,000 $15,000 Play Florida FP, 4C ad – year round distribution $28,650 $28,650 Life’s a Beach FP, 4C ad – spring/fall/winter $9,345 $9,345 C Coastal l Li Living i FP 4C ad FP, d ‐ Visit Vi i Fl Florida: id FFebruary b & April A il 2014 $47 740 $47,740 $47 740 $47,740 FP, 4C ad – reduced from full‐year to Beaches, Resorts, and Parks $9,030 $6,020 seasonal presence 2/3 page, 4C ad – November 2013 & August Southern Living $124,000 $124,000 2014 Family Circle, Family Fun, FP, 4C ad – May 2014 $53,674 $53,674 Parents Bon Appetit/Architectural FP, 4C – July 2014 $72,770 $72,770 Digest/Vanity Fair FP, 4C – May 2014 ; Custom advertorial Travel+Leisure/Food & Wine creation ; digital Mar‐May 2014 exposure ; $0 $0 custom e‐blast Packet Pg. 102 5 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  89 Leisure Media Summary Vendor Opportunity Original Budget Revised Budget 3 metro market; reduced from Christmas Digital Outdoor $40,000 $20,000 2013 & 2014 to only Christmas 2014 FP, 4C – VF: Escape to the South – January Toronto Life $10,949 $10,949 2014 FP, 4C – February 2014 issue Crossings $4,500 $4,500 FL editorial and guaranteed EC content Reduced from FP to 2/3P, Regional Magazines 4C units – top‐feeder markets, Christmas, $223,624 $175,549 Spring/Summer, Fall :30 sec schedules Nationally for all key Satellite Radio $30,895 $30,895 campaigns Yahoo BT/Geo‐Targeted Banners $117,000 $117,000 Google Keyword Text Ads $ $78,911 $ $78,911 Packet Pg. 103 6 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  90 Leisure Media Summary Vendor Opportunity Original Budget Revised Budget Targeted Tile Ads, Promoted Facebook $28,583 $28,583 Posts Run of Site Banners, CanadianTraveller.net $8,700 $8,700 Newsletter, Social Media Mind Ad Server Ad Serving Fees $10,855 $10,855 FP ad, online banners, Collinson Media $0 $24,999 winter event listing PBS, Family Travel Show 30 minute show exclusive $0 $30,000 Fall (task orders approved prior to 10/1/13) $93,657 $185,273 Christmas (task orders approved prior to 10/1/13) $0 $163,131 Pass Through (Aviation, Powerboat) $24,000 $24,000 2014 Media Planning & Purchasing $101,120 $101,085 Contingency $61,797 $0 Total $1,194,800 $1,371,629 Packet Pg. 104 7 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  91 Co‐Op Media Plan Packet Pg. 105 8 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  92 2014 Co‐Op p Media Budget M k t Market O Opportunity t it Original O i i l Revised R i d Budget Budget Canadian Traveler FP, ad in Visit Florida’s Canadian Guide $4,976 $4,976 Canadian Traveler FP ad in Visit Florida’s Spring Issue FP, $4 976 $4,976 $4 976 $4,976 Southwest Airlines FP Ad, August $0 $15,000 All Others Various $275,048 $0 Total $285 000 $285,000 $24 952 $24,952 Packet Pg. 106 9 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  93 Meetings and Conventions Media Plan Packet Pg. 107 10 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  94 Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget SGMP HP4C ad in Annual Show Guide – March $2,000 $2,000 Bonus FP4C ad in November and 100 hours Meetings Focus $6,500 $6,500 for Lead Generation Program Custom package: k Print, i Online, li E‐blasts, bl Plan Your Meetings $5,000 $5,000 Events, 80 hours for Lead Generation Collinson Media Print, Online, E‐blasts and Lead Generation $17,450 $17,450 HP4C ad in Sep/Oct “Florida/The South Prevue Central Meeting”, online, E‐blasts, online $3,865 $3,865 Q&A interview Group Travel Family FP4C ad in Nov/Dec and custom package: $8,500 $8,500 P i Online, Print, O li E‐blasts E bl Packet Pg. 108 11 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  95 Meetings/Conventions Summary Vendor Opportunity Original Budget Revised Budget GaMPI Workshop p Educational Workshop p Sponsorship p p $2,750 $ , $5,500 $ , CVENT 2 Diamond Listing and Suggested Ad Test $5,802 $5,802 Google Text Ads Targeted to Relevant Search Queries $13,206 $13,206 Media Mind Ad serving fees $0 $500 Conventions South HP ad $0 $2,278 CMCA QP, newsletters (4x) $0 $800 SMERF E‐blast, newsletter and banner ad $0 $3,450 GSAE Banner ads $0 $2,025 Small Market Meetings 1/3 page print ads, e‐newsletter $0 $895 Convention Center Development of creative needs $0 $9,200 Creative Ads Contingency 2‐page, 4C spread – Jan issue $35,000 $0 Total $100,073 $86,971 Packet Pg. 109 12 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  96 Groups Media Plan Packet Pg. 110 13 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  97 Groups Summary Vendor Opportunity Original Budget Revised Budget HP4C ad in Southern Destination Atlanta Weddings $3,339 $3,339 Weddings ‐ February HP4C ad in Winter and Fall Birmingham Weddings $2,336 $2,336 Weddings & Destinations 12‐month digital package with The Knot $8 520 $8,520 $8 520 $8,520 access to direct mail list and e‐blast Southern Bride HP4C ad in Winter/Spring edition $1,850 $1,850 HP4C ad in Visit Florida’s Jan/Feb Annual Worldwide Guide and Destination Weddings & May/June in Destination Weddings $11,270 $11,270 Honeymoons & Honeymoons. Includes 12 month online presence, including ee‐newsletter newsletter & weekly leads Revised from inclusion in show Dallas Bridal Show bags: business card & brochure to $500 $500 an E‐blast Packet Pg. 111 14 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  98 Groups Summary Vendor Opportunity pp y Original g Revised Budget g Budget FP4C ad in Directory and QP4C ad in Spring Alabama Motorcoach $800 $800 Newsletter Fl id Motorcoach Florida M t h FP4C ad d in i Directory Di t $1 500 $1,500 $0 Enhanced Display Listing in 2014 American Bus Association Motorcoach Marketer and 4 months of $2,446 $0 digital banners on buses.org 1/3P4C ad in February edition and Reunions Military Reunions Workbook in August. Print & Online Annual $3,220 $3,220 Listing for 12 months HP4C ad in January Planning Guide and 6 Religious Travel Directory $4,395 $4,395 months h off d digitall b banners HP4C ad in September planning Guide – Sports Planning Guide available in print and online. Inclusion in e‐ $3,400 $0 newsletter to 8,800 sports events planners Sports Events Media Group Customized digital package in development $4,000 $3,525 HP4C ad in Visit Florida March. Includes Convene bonus distribution at ASAE & DMAI $4,500 $0 conferences 12 Month Digital banner on GSAE‐TV Home Packet Pg. 112 GSAE $4,050 $2,025 Page (1 of only 5 pages) – links back to site 15 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  99 Groups Summary Vendor Opportunity Original Revised Budget Budget 2/3P4C ad in LSAE Annual Directory in Other Associations June 3 month digital banners on ASAE and $5,710 $4,465 sponsorship of TSAE event Destination Showcase 2014 Show Date TBD. Customized package $2,850 $0 Chicago in development Show Date: February 28 – March 2, 2014 NY Times Travel Show $3 600 $3,600 $0 Customized package in development Show Date: December 4 – 6, 2013 Florida Encounter $2,200 $0 Customized package in development Memphis Show Date: March 7 – 9,9 2014 Southern Women’s Nashville Show Date: March 27 – 30, 2014 $3,600 $0 Tradeshow Customized package in development GaMPI Workshop Educational Workshop Sponsorship $2,750 $2,750 CVENT 2 Diamond Listing and Suggested Ad Test $5,802 $0 Packet Pg. 113 16 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  100 Groups Summary Vendor Opportunity Original Budget Revised Budget Red Hot Celebration Digital banners, e‐newsletters $0 $1,000 Military R Mili Reunions i Print and digital online listing $0 $5,000 Marketplace Media Mind Ad serving fees $0 $750 Group Travel Leader Print ad $0 $2,500 Creative development of wedding Wedding Trade Show Banner $0 $2,875 trade show banner Group Creative Ads Development of creative needs $0 $9,200 Contingency $17,362 $0 Total $100,000 $70,320 Packet Pg. 114 17 9.h.a Attachment: IX.h. Revised SMP Ad Agency (2571 : Revised Ad Agency & Memo)  9.i Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2572) DOC ID: 2572 Adopt In-House Strategic Updated: 2/25/2014 5:43 PM by Aida Wilkinson Page 1 Packet Pg. 115  101 October 1, 2013 – September 30, 2014 Convention Center and Visitors Center In‐House In House Strategic Marketing Plan February 27, 2014 Packet Pg. 116 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  102 In‐House In House Strategic Marketing Plan Objective • Increase overall visitation and lodging facility occupancy in the taxing district • Generate business to the Emerald Coast Convention Center (ECCC) Strategy • Advertise and promote the Emerald Coast • Participate and partner in local events to generate business to the ECCC Marketing Tactics • Destination Team • ECCC Sales Team • ECCC Events Team • Film Commission • Local Event Participation • Other Marketing Activities Packet Pg. 117 2 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  103 In‐House In House Strategic Marketing Plan Geographical Reach • Southeastern United States Measuring Success • Sustain and increase number of new leads via local representatives Timing • October 2013‐September 2014 Packet Pg. 118 3 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  104 Destination Team Marketing Plan TRADE SHOW Location Market Cost TSAE/FSAE/LSAE Luncheons Various Associations $800 Visit FL ‐ Florida Encounters Palm Beach, FL Meeting Planners $2100 American Bus Association Nashville, TN Tour Operators/Owners $1295 Visit FL – New York Times New York, NY Travel Trade/Consumer $3200 Dallas Bridal Show Dallas, TX Weddings $1495 Southeast Travel Show Greenville, SC Travel Agents $450 Georgia Bridal Show Atlanta GA Atlanta, Weddings $800 Southern Womens Show Memphis, TN Leisure/Consumer $1000 Military Travel Show Fort Benning, GA Military $100 Military Travel Show Albany, GA Military $400 Military Travel Show Robins AFB, GA Military $125 Military Travel Show Fort Rucker, AL Military $100 International Pow Wow Chicago, IL Tour Operators/Owners $2500 Militaryy Travel Show Eglin g AFB,, FL Militaryy $400 $ Military Travel Show Hurlburt AFB, FL Military $200 Military Travel Show NAS Whiting Field, FL Military $200 continued… Packet Pg. 119 4 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  105 Destination Team Marketing Plan TRADE SHOW Location Market Cost Visit FL – VIP Event Chicago, IL Meeting Planners $1500 GAMPI Workshop Atlanta, GA Meeting Planners $1500 ASAE Springtime in the Park Washington, DC Govt/Meeting Planners $1500 Destination Showcase Chicago, IL Meeting Planners $1500 Your Military Reunion Connection Nashville, TN Military $895 Alabama Motorcoach Shreveport, LA Tour Operators/Owners $895 Connect – Collinson Media Orlando FL Orlando, SMERF $3200 Going on Faith Cabarrus County, NC Religious $895 Rejuvenate – Collinson Media Daytona Beach, FL Religious $3200 Boomers in Groups Little Rock, AR Niche $1195 Florida Motorcoach TBD Tour Operators/Owners $895 Visit Florida Programs Various Various $5500 AAA Show Montgomery, AL Leisure $79 Militaryy Familiarization Tour Emerald Coast Militaryy $4500 $ Collateral/Promotional Items $10000 Transportation/Lodging/Meals* $25150* $77,569 Packet Pg. 120 *not accounted for in a ‐548xxx promotions account 5 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  106 Sales Team Marketing Plan TRADE SHOW Location Market Cost Small Market Meetings Conference Mesa, AZ Corporate/Meeting Planners $6495 TSAE Education Day & Trade Show Tallahassee, FL Corporate/Meeting Planners $870 MSAE‐LSAE Joint Conference Orange Beach, AL Association Planners $1650 Rejuvenate – Collinson Media & Events Daytona Beach, FL Religious Meeting Planners $1450 PCMA Annual Conference Boston, MA Association Planners $3000 GAMPI Meetings & Exploration Conference Atlanta, GA Corporate/Association Planners $2000 SGMP National Education Conference Portland OR Portland, Government Planners $1995 CMCA Conference Colorado Springs, CO Religious Meeting Planners $3250 Collaborative Marketplace – Collinson Media Portland, OR Corporate Meeting Planners $3000 ASAE Springtime in the Park Washington, DC Govt/Corp/Assn Planners $3795 MPI Professional Education Conference Minneapolis, MN Regional, National, Corporate $1100 Plan Your Meetings Dallas, TX Govt/Corp/Assn Planners $1500 MPI SE Education Conference Amelia Island, FL Govt/Corp/Assn Planners $2500 Connect – Collinson Media & Events Orlando,, FL Govt/Corp/Assn / p/ Planners $2150 $ Transportation/Lodging/Meals* $7500* $42,255 Packet Pg. 121 *not accounted for in a ‐548xxx promotions account 6 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  107 Sales Team Marketing Plan SALES TRIPS Affiliation Market Cost Birmingham/Montgomery, AL ACAE Corporate/Association Planners $300 Huntsville/Montgomery, AL n/a Government/Corporate Planners $300 New Orleans, LA LSAE Corporate/Association Planners $300 Atlanta, GA MPI/GSAE Corporate Meetings $600 Jackson, MS n/a Corporate/Association Planners $700 Montgomery, AL ACAE Association Planners $300 Tallahassee FL Tallahassee, TSAE Govt/Corp/Assn Planners $300 Transportation/Lodging/Meals* $3500* $6,300 TRADE SHOWS & SALES TRIPS Cost Promotional Items $8200 Collateral $5000 $13,200 Packet Pg. 122 *not accounted for in a ‐548xxx promotions account 7 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  108 Events Team Marketing Plan Market Cost Exhibition Pad Grand Opening/Familiarization Tour Local & Out of Area Clients $77100 Exhibition Pad Branding/Integrated Collateral ECCC Clients $15000 Exhibition Pad Familiarization Tours Existing Clients $5000 Exhibition Pad Familiarization Tours Potential Clients $5000 Todd Oliver Show Leisure $1600 $103,700 LOGO’D ITEMS FOR CLIENTS Cost Gift Items (e.g. hat, cup, lip balm, towel, etc) $5000 Stationary Sets $650 Golf Sets $1800 $7,450 Packet Pg. 123 8 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  109 Film Commission Marketing Plan Location Market Cost Film Commissioner Salary $38000 Rally in Tally (March) Tallahassee, FL $0 Tribeca Film Festival (April) New York, NY $2000 Producers Guild Conference (June) Los Angeles, CA $3000 Indie Slate Sundance Promotional Ad $1000 Website Hosting & SEO (filmemeraldcoast.fl) $4068 Postage/Freight* Postage/Freight $532* $532 Transportation/Lodging/Meals* $16400* Location Photo Gallery Platform* $900* Film Florida Membership* $600* $66,500 Packet Pg. 124 *not accounted for in a ‐548xxx promotions account 9 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  110 Local Event Participation LOCAL EVENTS Market Cost Okaloosa Island Mardi Gras Leisure $1000 Sock Hop Snowbirds $2000 Winter Guest Fest Snowbirds $500 Destin Snowbird Welcome Snowbirds $100 Fort Walton Snowbird Welcome Snowbirds $100 Burning Up the Beaches 2013* Niche – Car Enthusiasts $7500 Burning Up the Beaches 2014* 2014 Niche – Car Enthusiasts $7500 $18,700 *Prior Director initiative pending resolution Packet Pg. 125 10 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  111 Other Marketing Activities Market Cost Airport Displays Groups/Meetings/Conventions $4100 Destin Chamber of Commerce Directory Groups/Meetings/Conventions $1000 FWB Chamber of Commerce Directory Groups/Meetings/Conventions $1000 emeraldcoastfl.com Leisure $6660 emeraldcoastconventioncenter.com Groups/Meetings/Conventions $1500 myemeraldcoastevent.com ECCC website enhancements Groups/Meetings/Conventions $50000 Communications (e.g. newsletters, press releases) Various $6000 Environmental Council Beach Cleanups $9000 GeoCaching Leisure $10000 EcoToursim Leisure $10000 Promotional Items Leisure $10000 Social Media Content Development Leisure $10000 Entertainment Expenses/Meals for Meetings Tourism Industry Professionals $2600 Last Minute Deals** Various $131,248 $253,108 **Last Minute Deals reflects funding for unanticipated marketing/promotional opportunities that may become available March – September 2014. To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the County Administrator if a time‐ Packet Pg. 126 sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next 11 9.i.a regularly scheduled meetings. Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  112 In‐House Marketing Plan Budget Cost Destination Team $77,569 ECCC Sales Team $61,755 ECCC Events Team $111,150 Film Commission $66,500 Local Event Participation $18,700 Other Marketing Activities $253,108 $588 782 $588,782 Transportation/Lodging/Meals* ($54,582)* $534,200 Packet Pg. 127 *not accounted for in a ‐548xxx promotions account 12 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  113 FY 2013‐14 Summary St t i M Strategic Marketing k ti PlPlan B Budget d t Cost Ad Agency Strategic Marketing Plan $2,600,000 In‐House Strategic Marketing Plan $588,782 Special Events & Sponsorships $375,000 ((awarded d d per Section F off TDD Manual) l) FY 2013‐14 Strategic Marketing Plan $3,563,782 Transportation/Lodging/Meals* ($54,582)* Budgeted Promotional Activities (548xxx accts) $3,509,200 Packet Pg. 128 *not accounted for in a ‐548xxx promotions account 13 9.i.a Attachment: IX.i. Adopt SMP In House (2572 : Adopt In-House Strategic)  9.j Tourist Development Council Meeting: 02/27/14 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 2573) DOC ID: 2573 Task Order 132 Updated: 2/25/2014 5:45 PM by Aida Wilkinson Page 1 Packet Pg. 129 114 9.j.a Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132) Okaloosa Tourist Development Department (TDD) Brand Campaign Television Spots Task Order #132 February 24, 2013 Peter Mayer Okaloosa TDD Page 1 Confidential 1111242v2 Packet Pg. 130  Brand Campaign Television Spots 115 9.j.a Task Order 132 TABLE OF CONTENTS 1 BACKGROUND & PROJECT ASSIGNMENT ....................................................................................................... 3 2 ACTIVITIES & DELIVERABLES ......................................................................................................................... 43 3 COST ................................................................................................................................................................... 54 4 BILLING ................................................................................................................................................................. 5 GENERAL ASSUMPTIONS ................................................................................................................................... 5 Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132) 5 6 CONTACT INFORMATION ................................................................................................................................ 65 7 SIGNATURES ...................................................................................................................................................... 75 Peter Mayer Okaloosa TDD-- Page 2 Confidential 1111242v2 Packet Pg. 131  Brand Campaign Television Spots 116 9.j.a Task Order 132 1 BACKGROUND & PROJECT ASSIGNMENT Okaloosa County, through Okaloosa County Tourist Development Department (hereafter referred to as “Client”) has asked Peter Mayer (hereafter referred to as “Agency”) to develop a new project – Brand television spots that will begin running in the second quarter of 2014. This task order reflects the production and execution of two new :30 spots and two new :15 spots. The County approved the revised Strategic Marketing Plan on March 4, 2014, which includes a line item for “Collateral, Campaign Production and Visitors Guide” in the amount of $507,115. The following Task Orders fall within the “Collateral, Campaign Production and Visitors Guide” line item: Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132) Previously Approved *Task Order 17, Website Hosting Platform $3,765.87 *Task Order 27, Viva 500 $19,886.96 *Task Order 39, Fall Campaign Production $10,551.25 *Task Order 40, Fall Campaign Media Planning + Purchasing $9,315.00 *Task Order 41, Crisis Communications Planning $6,238.75 *Task Order 44, Christmas PR $9,516.25 *Task Order 45, Christmas Media Planning $20,470.00 *Task Order 46, Christmas Media Purchasing $23,000.00 *Task Order 56, Brand TV Media Planning and Script Development $20,613.75 *Task Order 61, Fall Campaign Additional Media Planning Costs $3,450.00 *Task Order 66, Emerald Christmas Campaign Execution and Production; Print & TV $20,585.00 *Task Order 67, Fall Campaign Print Production $805.00 *Task Order 70, Meetings & Conventions Production $5,405.00 *Task Order 73, Emerald Christmas Campaign Execution and Production; Online Banners $15,036.25 Task Order 83, Very Emerald Christmas Event Development $5,750.00 Task Order 85, Christmas Collateral Production $5,458.69 Task Order 86, Christmas Radio Production $6,200.00 Task Order 87, Christmas Social Sweeps $14,432.00 Task Order 89, Brand Demo $2,475.00 Task Order 91, Christmas Online Shopping $8,050.00 Task Order 100, Campaign Production $36,225.00 Task Order 101, Website Hosting May ‐ September $2,775.00 Task Order 102, Emerald Christmas Campaign Additional Decal Production $1,630.50 Task Order 103, Fall Christmas Campaign Social Media Contest Fulfillment $2,400.00 Task Order 104, Spring/Summer Public Relations $24,945.00 Task Order 106 Brand Campaign TV Production $42,250.00 Task Order 108, A Very Emerald Christmas Press Conference Deliverables $1,221.05 Task Order 123, Brand Campaign Radio Production $10,450.00 Task Order 128, Brand Campaign Radio Production $7,329.00 Peter Mayer Okaloosa TDD-- Page 3 Confidential 1111242v2 Packet Pg. 132  Brand Campaign Television Spots 9.j.a 117 Task Order 132 2 ACTIVITIES & DELIVERABLES Services for this new project as covered under the base monthly agreement are noted in the Inclusions section of this document. New Projects that fall outside of the monthly agreement as noted in the contract on page 16 are outlined as follows: Television Development and Production Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132)  Shooting for two days  Production of two :30 television spots and two :15 television spots  National buyout for 6 months  One voice announcer with needle drop music  In accordance with Contract #C12-2007-TDC, Agency to provide three competitive bids for production of the television spots: o Louis Koerner of Big Storms Films + Revive Media o Ben Orisich of Universal Orlando o Tom Gilserman + Revive Media  Recommendation for Selection of Vendor  Production Oversight/Quality Assurance of the spots  Agency delivery of the final approved spots as well as traffic instructions to the stations based upon the approved, paid media plan Inclusions:  Account Management as covered under the monthly agreement on page 13 of the contract  Strategy and Analytics as covered under the monthly agreement on page 13 of the contract  Creative for new projects as noted in the contract on page 16 are estimated by the hour  Production for new projects as noted in the contract on page 16 are estimated by the hour  Project Management time for new projects as noted in the contract on page 16 are estimated by the hour  All artwork, photography, design, layout, production materials, websites, domain names, etc., created by, and all rights acquired by the Agency for the Client will become property of the Client upon acceptance, subject to any third party, rights and the Agency’s ownership of any Code.  All competitive bids based on production of 1x:30 / 1x:15 TV spot for broadcast and website.  Two rounds of Client review prior to approval of the final spot Exclusions:  Costs for photography or other possible external hard costs not specified in this task order. Any necessary costs required for new projects will be estimated and provided for Client approval in a subsequent task order as noted in the contract on page 15 Peter Mayer Okaloosa TDD-- Page 4 Confidential 1111242v2 Packet Pg. 133  Brand Campaign Television Spots 9.j.a 118 Task Order 132 3 COST Agency Fees Est. Hours Cost Creative, Production and Project 101 $11,615 Management Account Management, Covered Under Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132) Strategy/Analytics, Public Relations, Monthly and Media for Base Services Agreement Total 101 $11,615 Dubs – DG FastChannel Cost Total $2,499 Competitive Production Bids Bid #1: Louis Koerner of Big-Storm Films (Miami, FL) Cost Total $93,000 Bid #2: Ben Orisich of Universal Orlando (Orlando, FL) Cost Total $110,000 Bid #3: Tom Gilserman (New York, NY) Cost Total $80,150 Agency Recommendation The Agency recommends Louis Koerner of Big Storms films. He will work directly with Revive Media (a local vendor) to produce the spots. Also, Louis Koerner is recommended as he has the most tourism experience and can shoot the style of campaign that is expected. In addition, Agency found Louis Koerner’s quality of work favorable to production requirements. The cost of this Task Order is not to exceed $107,114 Peter Mayer Okaloosa TDD-- Page 5 Confidential 1111242v2 Packet Pg. 134  Brand Campaign Television Spots 9.j.a 119 Task Order 132 4 BILLING Client will be billed in accordance with Contract # C12-2007-TDC. 5 GENERAL ASSUMPTIONS The following are general assumptions about the project that affect the timing, scope or cost of the project. The above assumes: Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132)  Timely delivery of any required documentation from the Client  Client will make available appropriate personnel and decision-makers for attending scheduled workshops and meetings for reviews and approval so immediate consensus can be reached  Client will conduct timely reviews and provide consolidated feedback and written approvals on a timely basis based on an agreed-upon schedule  Delays in Client reviews may extend timing and add risk to the final delivery 6 CONTACT INFORMATION Ellen Kempner, Management Supervisor/Vice President Peter Mayer Advertising 504.210.1217 kempnere@peteramayer.com Michelle Clarke, Account Supervisor Peter Mayer Advertising 504.210.1287 clarkem@peteramayer.com James Geiger, Chief Financial Officer/Vice President Peter Mayer Advertising 504.210.1263 geigerj@peteramayer.com Peter Mayer Okaloosa TDD-- Page 6 Confidential 1111242v2 Packet Pg. 135 Brand Campaign Television Spots 9.j.a Task Order 132 120 7 SIGNATURES Peter Mayer: _______________________________________Date: _________________________ TDD Director: ______________________________________ Date: __________________________ Purchasing Director: ________________________________ Date: __________________________ Attachment: IX.j. TO 132 Brand Television Spots (2573 : Task Order 132) County Administrator: ______________________________ Date: __________________________ (if applicable) Board Chairman: ___________________________________ Date: __________________________ (if applicable) Peter Mayer Okaloosa TDD-- Page 7 Confidential 1111242v2 Packet Pg. 136