Okaloosa County BOCC — January 3, 2017 — Allegiant Reallocation of Funds — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: January 3, 2017 TO: Honorable Chairman and Members of the Board FROM: Darrel Jones SUBJECT: Allegiant Reallocation of Funds DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval to reallocate up to $125,000 under Allegiant contract C16-2404-TDD for a guerrilla media activation on January 10 to showcase the destination. BACKGROUND: In January 2016, Allegiant announced seasonal service from Destin-Fort Walton Beach airport to Cincinnati and St. Louis. A year later, the season has been extended and Allegiant flies to six destinations. The currently approved media plan under Allegiant contract C16-2404-TDD provides for reimbursement of paid media (print, broadcast, outdoor). Allegiant has requested approval to reallocate a portion of the $3M paid media budget to a guerilla media activation event planned for January 10 to showcase the Emerald Coast destination. Though few details were available at the time of the Tourist Development Council meeting, reallocation of up to $125,000 of the existing funding was recommended for this effort at the December 15 TDC meeting. Attached is an overview of the guerilla media activation. The costs are still estimates and it is unknown whether a location fee will be required. Because this is still a work in progress, Allegiant requests a not to exceed budget of $125,000. An updated media plan reflecting this reallocation will be presented for approval at a later date. OPTIONS: Approve or Disapprove RECOMMENDATION: Approve the reallocation of up to $125,000 under Allegiant contract C16-2404-TDD for a guerrilla media activation on January 10 to showcase the destination. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator