Okaloosa County BOCC — January 22, 2015 — I.d. Local Event Funding Policy — reading text

TOURIST DEVELOPMENT DEPARTMENT MEMORANDUM DATE: January 22, 2015 TO: Tourist Development Council FROM: Ed Schroeder, Tourist Development Department Director Charlotte Dunworth, Finance, Administration, & Compliance Manager SUBJECT: Local Event Marketing Funding Background Section Three of the Tourist Development Department Operations and Procedures Manual provides for special event and sponsorship funding to increase awareness of the Emerald Coast and drive room occupancy, particularly during low or shoulder seasons. Discussion A draft policy revision has been prepared for TDC review and discussion. The purpose of the revision is to clarify authorized uses of funding and the payment process, integrate the application process into the budget cycle, and provide for an economic impact-based funding methodology. Events that applied for funding in FY14 or FY15 will be notified of the new policy via electronic and postal service mail so they may plan to attend the April educational session. The new policy will be effective for all events submitting an application after the policy is adopted by the Board. TDC Recommendation to BCC Approve the Local Event Marketing Funding policy as presented; effective for all events submitting an application after the policy is adopted by the Board.  SECTION THREE: LOCAL EVENT MARKETING FUNDING ANNUAL APPLICATION DEADLINE: MAY 1 F.100 PURPOSE The goal of the Tourist Development Department’s Local Event Marketing Funding program is to increase out-of-market awareness of the Emerald Coast as a tourist destination and to drive lodging room occupancy in the sub-county taxing district by funding the marketing and promotional efforts of local events, especially during the non-summer season. NLY As used for purposes of this Section: “Event” means festival, sports event, performance, concert, meeting, conference, or other happening. "Out-of-Market" means outside of Santa Rosa, Okaloosa, and Walton counties. F.200 AUTHORIZATION O N The Tourist Development Department will set aside a portion of the overall annual budget as a annual budget process. IO budgeted line item to fund local event marketing applications approved as part of the County’s F.300 FUNDING GUIDELINES SS 1) Requirements for Local Event Funding a. The Event must be open to the public. U C b. The Event must have as one of its main purposes the attraction of overnight visitors to the IS sub-county taxing district. Tracking of lodging room nights is required (e.g. lodging report, registration roster, visitor surveys, ticket sales). D c. Advertising and marketing must occur out-of-market (i.e. outside of Santa Rosa, Okaloosa, and Walton counties) to ensure the funds will be used to attract overnight visitors to the sub- R county taxing district. O d. The Okaloosa County Tourist Development Department’s “Emerald Coast” logo and/or web link, shown below and provided in electronic format at the time of funding status notification -F and also available upon request, must appear in Event marketing materials (printed, audio, broadcast, online) and may not be altered in any way. Radio advertisements may include the tag line “Sponsored in part by the Emerald Coast Convention and Visitors Bureau” in lieu of mentioning the web address. AF or www.emeraldcoastfl.com T R e. Funding recipients shall work with Tourist Development Department staff to enhance joint attendance stimulation outreach efforts. Such efforts include, but are not limited to, social D media, public relations and publicity initiatives, webpage links and landing pages, lodging facility reservation channels, and joint photography and video. f. An event receiving Local Event Marketing Funding may not receive any other financial assistance from the Okaloosa County Tourist Development Department during the same fiscal year. 1 TDC 01-22-2015 BCC 02-03-2015 2) Authorized Uses of Local Event Funding All authorized uses of local event funding must be substantiated by proof of performance and proof of payment. Authorized uses include: a. Print – May include production, talent fees, design, creative, or media costs. Examples of proof of performance may include insertion order or print tear-sheet. Examples of proof of other proof of payment. N payment may include itemized vendor invoice along with canceled check, credit card slip, or LY b. Online – May include production, talent fees, design, creative, or media costs. Examples of proof of performance may include insertion order, banner ad screen shot, website screen shot, proof of payment. O website analytics report, or search engine optimization report. Examples of proof of payment may include itemized vendor invoice along with canceled check, credit card slip, or other N c. Television and Radio – May include production, talent fees, design, creative, or media costs. IO Examples of proof of performance may include insertion order, DVD or CD ad copy, run schedule, or station affidavit. Examples of proof of payment may include itemized vendor SS invoice along with canceled check, credit card slip, or other proof of payment. d. Direct Mail – May include production, design, creative, printing, or distribution. Examples of proof of performance may include printing order, product sample, or postage receipt. U Examples of proof of payment may include itemized vendor invoice along with canceled check, credit card slip, or other proof of payment. C e. Direct Sales – May include phone call, email, or personal contact. Examples of proof of IS performance may include phone record, email message, contact list, promotional material, registration fee, or travel documentation. Examples of proof of payment may include D itemized vendor invoice along with canceled check, credit card slip, or other proof of payment. Determination of out-of-market advertising and marketing merit of direct sales approach is at the sole discretion of the Tourist Development Department. Travel R reimbursement, if approved, will be in accordance with Florida Statute 112.061. Failure to O document out-of-market audience reach will deem direct sales activities ineligible for reimbursement. -F f. Emerald Coast-Branded Promotional Items and Prizes – May include t-shirts, hats, beach towels, or trophies. Proof of performance includes a copy of the item itself. Examples of proof of payment may include itemized vendor invoice along with canceled check, credit AF card slip, or other proof of payment. Promotional items and prizes purchased with local event marketing funds are not permitted for resale and must include the Emerald Coast logo T prominently displayed. Determination of out-of-market advertising and marketing merit and Emerald Coast logo prominence is at the sole discretion of the Tourist Development Department. Tourist Development Department approval must be obtained in advance of R printing/production. Reimbursement per item is limited to actual cost or $12, whichever is D less. Failure to obtain advance approval will deem promotional items and prizes ineligible for reimbursement. g. Site Fees – May include venue or facility rental fees. Examples of proof of performance may include a contract or agreement. Examples of proof of payment may include itemized vendor invoice along with canceled check, credit card slip, or other proof of payment. Local event marketing funding may not be used for Emerald Coast Convention Center rental fees. 2 TDC 01-22-2015 BCC 02-03-2015  h. Sanction Fees – May include sports sanction fees. Examples of proof of performance may include a contract or agreement. Examples of proof of payment may include itemized vendor invoice along with canceled check, credit card slip, or other proof of payment. i. Concert and Performance Fees – May include a booking fee to bring an entertainer or headliner to the area. Examples of proof of performance may include a contract or agreement. Examples of proof of payment may include itemized vendor invoice along with canceled check, credit card slip, or other proof of payment. 3) Funding Levels NLY An event’s maximum funding level is a percentage of the event’s economic impact as calculated a) Tier 1 – up to $20,000 per Event O on the application form based on seasonality, and capped by the room night tiers below: • 100 documented room nights minimum N b) Tier 2 – up to $50,000 per Event IO • • 5,000 documented room nights minimum SS Ticket sales/Event registration tied to room nights c) Tier 3 – up to $100,000 per Event U • C 10,000 documented room nights minimum • • IS Ticket sales/Event registration tied to room nights Two-night minimum lodging stay D 4) Application Process R O a) All potential applicants must attend a Local Event Marketing Funding educational session to be eligible for funding. A session is typically held in April to review funding guidelines, -F Emerald Coast logo requirements, authorized uses, funding levels, application process, and payment process. Failure to attend an educational session may deem the applicant ineligible for funding in the upcoming fiscal year budget. AF For example, applicants with events to occur October 1, 2015 through September 30, 2016 must attend the April 2015 educational session. Tb) Applications are due by May 1 to be considered for