Okaloosa County Tourist Development Council — August 8, 2013 — reading text

ACCOMPLISHMENTS LAST YEAR: (Family & Consumer Sciences) Ø 21 financial management classes reached 364 individuals. Ø The Okaloosa Saves Eco-Nomic Living Expo reached more than 500 persons. Ø 452 persons set financial goals and became Okaloosa Savers. 42 individuals saved $169,972. Ø 280 youth deposited $20,118 in savings through Teaching Children to Save. Ø Family Nutrition Program held 212 classes reaching 7663 contacts. Packet Pg. 33 MAJOR ACCOMPLISHMENTS LAST YEAR (Overall): Ø Extension published 104 newspaper articles and aired 107 radio programs reaching almost 300,000 clientele each week with unbiased research proven information. Ø Extension agents and volunteers taught 40,061 clientele in classes, phone conferences, demonstrations, seminars, web-based modules, interaction audio/video conferences and through field and office visits. Ø Volunteers provided 11,930 hours to Extension/Okaloosa County, providing 16,470 citizens with research based information. The dollar value of their volunteer time, if they were paid employees, is $222,613.80. Ø Secured funding for, completed construction of and moved into a new facility. KEY OBJECTIVES: 1. Recruit and train 20 new volunteers in support of Extension educational programs and services by October 2014. 2. Increase use of technology to enhance educational delivery by October 2014. 3. Maintain existing programs in the areas of agriculture/small farms, family and consumer sciences, horticulture, natural resources and 4-H/youth development by October 2014. 4. Manage appropriated Legislative funds and oversee construction of a new facility by October 2013. 5. To increase external funding from $422,217 to $450,000 by October 2014. Packet Pg. 34  2012 UF/IFAS Extension Customer Satisfaction Survey Client Satisfaction with Service in Florida and Okaloosa County 100 95.2% 96.0% 94.6% 93.8% 90 80 Satisfied 70 Very satisfied 60 50 40 30 20 10 0 Florida Okaloosa Florida Okaloosa Information accuracy Timely delivery Packet Pg. 35  Client Outcomes in Florida and Okaloosa County 100% 90% 80% 86.9% 81.4% 70% 89.1% 60% Don't 86.6% know 50% No 40% Yes 30% 20% 10% 0% Florida Okaloosa Florida Okaloosa Had an opportunity to use Information solved the problem the information or answered question Packet Pg. 36  Response Rates for Florida and Okaloosa County 100 80 1,422 of 2,477 184 of 321 60 40 57.2% 57.3% 20 0 Florida Okaloosa Packet Pg. 37  2012 Legislative Farm Tour Parisot & Windes at Marshall Farms Nick Marshall & Kelly Windes Harvesting Dave Parisot in Tall Cotton Peanuts Packet Pg. 38  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 8, 2013 TO: Honorable Chairman and Members of the Board FROM: Ernie Padgett, County Administrator SUBJECT: Tourist Development Department The attached document provides the Program Based Budget for the Tourist Development Department. Packet Pg. 39  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT PROGRAM DESCRIPTION: Okaloosa Tourist Development is responsible for a unified marketing and servicing program that helps to increase economic growth activity through tourism on behalf of the South Okaloosa County areas of Destin, Fort Walton Beach, Okaloosa Island, Mary Esther, and Cinco Bayou. The TDD’s top priority is to help increase the overall lodging occupancy levels. REVENUE: Tourist Development is funded within the Tourist Development Trust Fund. Supporting revenue is Tourist Development Taxes (2nd and 5th cents) short term rental occupancy tax. EXPENDITURES: Expenditures Budget FY11 FY12 FY13 FY14 Category Actual $ Actual $ Original $ Approved $ Personal Services 570,269 520,838 600,107 533,699 Operating Expenses 2,578,205 3,398,214 2,914,847 3,278,307 Capital Outlay 28,602 47,445 530,500 529,000 Grants & Aids 14,000 7,500 15,000 544,279 Transfers Out 0 0 428,126 529,279 Reserves 0 0 3,966,420 5,505,436 Total 3,191,076 3,973,997 8,455,000 10,920,000 HISTORICAL STAFFING SUMMARY: Category FY11 FY12 FY13 FY14 Full-time 9 9 9 8 Part-Time 2 2 2 2 Relief 0 0 0 0 Total 11 11 11 10 Packet Pg. 40 MAJOR ACCOMPLISHMENTS LAST YEAR:  The Average Daily Lodging Rate for 2013 was $111.89 compared to $109.83 during the same period in the previous year.  The Average Lodging Occupancy rate for 2013 was 51.5% compared to $51.6% for the same period in the previous year.  The average Revenue Per Available Room for 2013 was $57.61compared to $56.69 for the same period in the previous year.  The Tourist Development Tax revenue year to date through April 2013 increased 3% compared from the previous fiscal year.  Udated the Emerald Coast website at www.emeraldcoastfl.com, adding a separate website for CVB Sales and Group Business at www.myemeraldcoastevent.com in addition to the Convention Center and Film Commission websites.  Designed and implemented the 2013 award-winning Visitors Guide in print and online.  Utilized social media and networking tools to inform and attract visitors. These tools include Facebook, Twitter, YouTube, Pinterest and Instagram.  Continued digital and viral marketing promotions with good results.  The new partnership with Denure Bus Tours in Canada has featured our destination as an ongoing planned tour bus itinerary during the 2013/2014 winter and spring seasons.  Increased funding to help special events coordinators advertise outside our destination to produce positive economic impact and increase overall occupancy percentages. PROGRAM GOAL: To conduct proactive and productive sales, marketing, advertising, public relations, communications, and social networking initiatives for the taxing district to enhance economic growth for the area through increased visitation and tourism. KEY OBJECTIVES: 1. Increase the monthly bed tax collections revenue and monthly lodging occupancy percentages each month over previous years. 2. Provide quality beach improvements, facilities, landscaping and maintenance to enhance the environmental visitor experience for guests and local residents. 3. Increase CVB sales leads and actual bookings by aggressively soliciting and marketing the SMERF (Social, Military, Educational, Religious, and Fraternal), Motor Coach, Family Reunion, Association, and Government organizations. PERFORMANCE MEASURES: Actual Estimated Adopted Performance Measures FY11/12 FY12/13 FY13/14 Booked Groups 294 246 271 Number of Trade Shows 32 35 25 Number Sales Missions and FAMS 5 6 8 Packet Pg. 41  BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA SERVICE AREA: CULTURE/RECREATION DEPARTMENT/PROGRAM: TOURIST DEVELOPMENT DUNE-BEACH NOURISHMENT PROGRAM DESCRIPTION: Beach restoration and monitoring of approximately nine and one-half miles for county beaches to include the beaches located within the city limits of the City of Destin. REVENUE: Tourist Development is funded within the Tourist Development Trust Fund. Supporting revenue is Tourist Development Taxes (1st cent) short term rental occupancy tax and special assessment of properties. EXPENDITURES: Expenditures Budget FY11 FY12 FY13 FY14 Category Actual $ Actual $ Original $ Approved $ Personal Services 77,483 77,363 76,760 144,162 Operating Expenses 129,930 230,735 1,234,600 901,866 Capital Outlay 0 0 1,550,439 1,625,000 Transfer Out 0 0 85,524 1,087,009 Reserves 0 0 6,619,910 6,611,963 Total 207,413 308,098 9,567,233 10,370,000 HISTORICAL STAFFING SUMMARY: Category FY11 FY12 FY13 FY14 Full-time 1 1 1 2 Part-Time 0 0 0 0 Relief 0 0 0 0 Total 1 1 1 2 Packet Pg. 42 MAJOR ACCOMPLISHMENTS LAST YEAR:  Continued monitoring and protection of sea turtles through the turtle watch program.  Continued maintenance cleaning of Okaloosa County and