Okaloosa County BOCC — March 18, 2014 — reading text

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 Budget Gift Items (e.g. hat, cup, lip balm, towel, etc) $5000 Stationary Sets $650 Golf Sets $1800 $7,450 8 Packet Pg. 537  Film Commission Marketing Plan Location Budget 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* $532* Transportation/Lodging/Meals* $16400* Location Photo Gallery Platform* $900* Film Florida Membership* $600* $66,500 *not accounted for in a -548xxx promotions account 9 Packet Pg. 538  Local Event Participation LOCAL EVENTS Market Budget 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* Niche – Car Enthusiasts $7500 $18,700 *Prior Director initiative pending resolution 10 Packet Pg. 539  Other Marketing Activities Market Budget 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 EcoTourism 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 TDC Chairman and 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 11 these dollars at their next regularly scheduled meetings. Packet Pg. 540  In-House Marketing Plan Budget Budget 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 Transportation/Lodging/Meals* ($54,582)* $534,200 *not accounted for in a -548xxx promotions account 12 Packet Pg. 541  FY 2013-14 Summary Strategic Marketing Plan Budget Budget Ad Agency Strategic Marketing Plan $2,600,000 In-House Strategic Marketing Plan $588,782 Special Events & Sponsorships $375,000 (awarded per Section F of TDD Manual) FY 2013-14 Strategic Marketing Plan $3,563,782 Transportation/Lodging/Meals* ($54,582)* Budgeted Promotional Activities (548xxx accts) $3,509,200 *not accounted for in a -548xxx promotions account 13 Packet Pg. 542  RESOLUTION NO. 2014-__ A RESOLUTION OF THE BOARD OF COUNTY COMMISSIONERS OF OKALOOSA COUNTY, FLORIDA, ADOPTING THE REVISED AD AGENCY STRATEGIC MARKETING PLAN AND IN-HOUSE STRATEGIC MARKETING PLAN FOR FISCAL YEAR 2013-2014; AND PROVIDING FOR AN EFFECTIVE DATE. WHEREAS, the Tourist Development Operations and Procedures Manual (the “Manual”) requires the adoption of a Tourist Development Strategic Marketing Plan (the “Plan”) as a component of each annual budget submitted by the Tourist Development Department (the “TDD”); and WHEREAS, on November 5, 2013, the Board of County Commissioners (the “Board”) approved the Plan, which set forth the proposed marketing and promotional activities and expenditures to be performed by the TDD’s advertising agency during Fiscal Year 2013-2014 (the “Ad Agency Plan”); and WHEREAS, the Board has determined that, in addition to the Ad Agency Plan, it is also appropriate and beneficial to adopt a separate component of the Plan which sets forth the proposed marketing and promotional activities and expenditures to be performed by TDD staff during Fiscal Year 2013-2014 (the “In-House Plan”); and WHEREAS, the adoption of the revised Ad Agency Plan and In-House Plan to govern all expenditures for marketing and promotion during Fiscal Year 2013-2014 will provide clarity and transparency for the operations of the TDD; and WHEREAS, the Tourist Development Council at its February 27, 2014 meeting reviewed the revised Ad Agency Plan and In-House Plan and voted unanimously to recommend approval; and WHEREAS, the Board finds that adopting the revised Ad Agency Plan and In-House Plan, which sets forth the revised marketing and promotional activities and expenditures for Fiscal Year 2013-2014 is in the public interest and is consistent with the requirements of the Manual. NOW THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF OKALOOSA COUNTY, FLORIDA, AS FOLLOWS: SECTION 1: RECITALS The recitals set forth above are true and correct and are incorporated into this Resolution. SECTION 2: ADOPTION OF THE TOURIST DEVELOPMENT MARKETING PLANS Packet Pg. 543  A. The Board hereby adopts the attached Ad Agency Plan, which sets forth the revised marketing and promotional activities and expenditures for Fiscal Year 2013-2014 to be performed by the TDD’s advertising agency. B. The revised expenditures provided in the Ad Agency Plan constitute only a general allocation of projected revenues between the general tasks outlined therein and do not constitute the authorization for the expenditure of those funds. All such expenditures must be authorized pursuant to the task order review and approval process adopted by the Board and codified in Section E.600 of the Manual. C. The Board hereby adopts the attached In-House Plan, which sets forth the proposed marketing and promotional activities and expenditures for Fiscal Year 2013-2014 to be performed by TDD staff. D. The proposed expenditures provided in the In-House Plan constitute only a general allocation of projected revenues between the general tasks outlined therein and do not constitute the authorization for the expenditure of those funds. All such expenditures must be authorized pursuant to established County policies as codified in Section D.400 of the Manual. SECTION 3: EFFECTIVE DATE This resolution shall become effective immediately