Okaloosa County BOCC — March 27, 2014 — Minutes — reading text

ADDY (advertising award), resulted from entering the new Wedding Guide in its New Orleans advertising awards. In order to achieve marketing success, there needs to be a focus on three very important things: 1. Differentiating Messaging • Most valuable things we have to offer visitors: - We are a beach vacation destination that appeals to people of all ages and interests. - We are the perfect place to bring friends and family together. - We can help ensure survival of the family vacation – family members won’t drop out as their life stages and interests change. - Our Emerald Coast personality is active, exciting, adventurous, inspiring, vibrant, welcoming, fun, whimsical, happy, and unpretentious. - A variety of online banners are available to showcase the Emerald Coast, using the theme “Let’s Go Emerald Coasting,” including Facebook, Twitter, Instagram, and Emeraldcoasting.com. 2. Broadening the Seasons: • Northwest Florida’s visitation continues to grow. Okaloosa County Tourist Development Department Page 11 of 16 March 27, 2014  • Walton County is taking the lead in market share and bed tax revenue. • Okaloosa continues to grow in bed tax revenue, but market share declines. • Our goal is to take market share from Walton & Bay County in the Spring & Fall seasons. • Requires an aggressive media spend to out shout the competition. 3. Ensuring Competitive Spending: ü Competitor’s Media Expenditure (2013-2014) - Bay – 23% ($4.1M) - Baldwin – 20% ($2.4M) - Escambia – 19% ($1.7M) - Okaloosa – 20% ($1.5M) - Walton – 18% ($2.1M) ü Competitive Media Expenditure without BP Dollars (2013-2014) - Baldwin – 23% - Bay – 26% - Escambia – 16% - Okaloosa – 14% - Walton – 20% Josh Mayer, Peter Mayer Agency, continued the presentation by showing what the new ad campaign looks like, what the ads are doing, and how they are built using the theme “Let’s Go Emerald Coasting.” He used the Beach plus (i.e., fishing, shopping, etc.) concept with bright and colorful ads and by using accolades (i.e., Top Beach in the USA, etc.). There is a new URL (emeraldcoasting.com). The old URL didn’t help with marketing (FaceBook, Twitter, Instagram, Yahoo Travel, etc.). Ms. Nixon distributed samples of the ad displayed in Parents Magazine that uses simple, bright and eye catching colorful ads. This campaign carries through print, online, website, and eventually in a new TV commercial. Michelle Clarke, Peter Mayer Agency, also continued to discuss how this ad campaign lives in the social presences, lives on Facebook with a new campaign and just launched today on Instagram. Ms. Clarke encouraged everyone to please download and review on their smartphones. She recommended using “#emeraldcoasting” which will help to aggregate what’s going on and will push it to followers. This will show what people coming here are saying about us. Emerald Coasting website is live and Josh added that hash tagging helps aggregate Emerald Coast information in one location. Icons on the main page allow consumers to navigate with words and icons. Ms. Nixon encouraged everyone to share in the conversations and social media, as well as accessing the new website to review the possibilities there are to highlight our area. Okaloosa County Tourist Development Department Page 12 of 16 March 27, 2014  In regards to the “Competitive Media Spending” presentation and based on the “Media Expenditure by County without BP” data, Mr. Peterson had a concern that we are not spending enough money compared to Walton Co ($2.1M), for example, and suggested that we need to spend as much money as Walton County. Mr. Peterson asked if need to vote on reviewing the process for next year to consider increasing the budget. Mr. Schroeder asked that this be addressed in the New Business section of the agenda. Mr. Guidry recommended showing dollar amounts on the expenditure information instead of percentages next time. The Next Steps with the Peter Mayer Agency to drive visitation include: • Launch campaign – March 27, 2014 • Media budget discussion – March 27, 2014 • Strategic Marketing Plan lodging partner meeting – March 28, 2014 • Share Strategic Marketing Plan draft with lodging partners – May 16, 2014 • Final Strategic marketing Plan – May 29, 2014 VI. Beaches Update (Jim Trifilio) a. Okaloosa Island Walkover Project Mr. Trifilio shared a concern regarding the public having to walk over the dunes on Okaloosa Island. His presentation consisted of developing a project to construct new access ways, consisting 50% of State and 50% of bed tax funds. Any remaining money from the grant will revert back to the State general fund once the project has been completed. There is hope to move forward with this project as soon as possible. b. Living Shorelines Project Regarding Living Shorelines, Mr. Trifilio stated the permitting phase has begun and will be moving into the next phase of working with a company on contract to look at the property, keeping this property relatively natural and maximizing existing views with minimal structures. He expressed the desire to begin this project as soon as possible. c. Beach Cleaning Contract Update Mr. Trifilio reported the beach cleaning project is still in litigation. If the current Contractor and Board agree, the TDD may want to increase the length of the emergency contract another 60 days as it is currently expiring April 30th. Another court hearing is scheduled for May 14th. Further discussion continued with Mr. Guidry asking Ms. Hoshihara the reason for delaying the emergency contract for another 60 days. Ms. Hoshihara stated that there has not been a settlement reached. It is in negotiations with attorney and due to the hearing scheduled in May to continue litigation an agreement has not been reached. Okaloosa County Tourist Development Department Page 13 of 16 March 27, 2014  Motion to Approve the Extension of the Emergency Beach Cleaning Contract Under the Same Terms and Conditions for Another 60 Days RESULT: MOTION APPROVED [5-1] MOVER: Peterson SECONDER Dixon AYES: Empson, Gossom, Rigdon, Rice, Joyce NAYES: Guidry d. New Marine Economic and Tourist Development Coordinator Mr. Trifilio reported that the new member of TDD will start in April. He is Anthony Austermann, the Marine Economic Tourist Economic Coordinator. His job will be mainly artificial reefs and developing nature based eco-tourism projects in Okaloosa County. Mr. Trifilio also made the Council aware of the fact that the County will receive $1.2M in respect to funding new reefs, including snorkeling reefs near shore for easier access. VII. Old Business (Dale Peterson) No discussion. VIII. New Business (Recommendations from TDC to BCC) a.Electronic Participation/Attendance (Charlotte Dunworth) Ms. Dunworth continued the meeting by announcing that the Clerks Internal Auditor has recommended that the TDC address in the manual whether electronic attendance or participation, as well as by Proxy voting is permissible and also added that Florida Statute does not allow electronic participation or Proxy Voting. This information will be included later this year in the By-Laws for clarification when the manual is updated. b. Proxy Voting (Charlotte Dunworth) Mr. Hoshihara led further discussion with Mr. Dixon and Mr. Peterson regarding the statutes and the procedure manual in respect to electronic participation and proxy voting. The Internal Auditor’s recommendation is to reiterate in the manual the statutory requirements. c. Estimated ad agency advertising budget for FY15 (Charlotte Dunworth) Ms. Dunworth presented a quick overview of how the process is working. She stated that there is a need to get direction from the Council on the media budget plan for next fiscal year. Media negotiations will be conducted in April and May and then will come back to the TDC with a media plan after the May 29th meeting. Negotiations will be finalized through June to issue task orders in the June/July timeframe and the media will begin running on October 1st. Okaloosa County Tourist Development Department Page 14 of 16 March 27, 2014  Regarding the previous discussion of the “Media Expenditure by County without BP” section (page 146), Mr. Schroeder asked the TDC to allow them to build a budget based on equal numbers of media expenditures by Walton County and bring back to the meeting. Motion to Match Walton County’s Media Expenditure Without BP Funds at 20%. RESULT: MOTION APPROVED [UNANIMOUS] MOVER: Dixon SECONDER Rice AYES: Empson, Gossom, Guidry, Rigdon, Windes, Peterson, Joyce Ms. Hoshihara reminded everyone that if there are any matters or questions that comes before the Council for a vote in which there may be a conflict of interest, please discuss with her. In further discussion, Mr. Peterson wants to see these budget issues brought up at a workshop when numbers are received, rather than discussing during the meetings. Mr. Schroeder