tourist development council - oct 01 2019

Walton County

Tourist Development Council Meeting

Regular Meeting Agenda - Final

Tuesday, October 1, 2019 9:00 AM South Walton Annex Board Room

CALL TO ORDER

QUORUM CALL

CONSIDER ADDITIONS/DELETIONS

PUBLIC COMMENTS

Please limit comments to three minutes or less on agenda items only

APPROVAL OF THE MINUTES 1. 19-0788 - Pdf Request approval of the August 6, 2019 meeting minutes

FINANCIAL REPORT 2. 19-0789 - Pdf Request approval of the TDC financial reports for June 2019 and July

2019

NEW BUSINESS 3. 19-0861 - Pdf Sports Park Feasibility Study Discussion

4. 19-0862 - Pdf Review 2019 Beach Code Enforcement Report and Code Revision Recommendations

5. 19-0863 - Pdf Update and request direction on new visitor center property/project

6. 19-0864 - Pdf Request recommendation to the BCC for approval of the following events for the North Walton Grant Support Program:

Freeport Bayfest: $3,000

Freeport High School Basketball Tournament: $6,000

Lakefest 2020: $6,000

Marvel of Flight 2020: $6,000

Christmas Reflections: $6,000

Florida Chautauqua Assembly 2020: $6,000

Animore - A Weekend Benefit for the Love of Animals: $6,000

7. 19-0865 - Pdf Request approval to disband the Events, Activities, Arts & Culture Committee

DIRECTORS UPDATE

8. 19-0790 - Pdf Directors' Update

EXECUTIVE DIRECTORS UPDATE 9. 19-0792 - Pdf Executive Director's Update

COUNCIL COMMENTS

OTHER PUBLIC COMMENTS

Please limit comments to three minutes or less

ADJOURN

Walton County Tourist Development Council

AGENDA ITEM REPORT

19-0788

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Request approval of the August 6, 2019 meeting minutes ATTACHMENTS: Meeting Minutes 8.6.19

Agenda Item #1.

Walton County

Tourist Development Council Meeting

Regular Meeting Minutes

Tuesday, August 6, 2019 9:00 AM South Walton Annex Board Room

The Tourist Development Council, Walton County, Florida met on Tuesday, August 6, 2019 at 9:00 AM at the South Walton Annex Board Room in Santa Rosa Beach, Florida.

CALL TO ORDER

This meeting began at 9 a.m.

QUORUM CALL

Present: Chairman Richard Veldman, Vice-Chairman Mark Hodgdon, Matt Hagen, Trey Nick, Tom Cooper, Tim Norris, Jennifer Frost, Jim Shirley, Stacy Hamilton

Absent:

CONSIDER ADDITIONS/DELETIONS

1. Additions:

Under New Business

Add 1. Update and Request Direction on New Visitor Center Property/Project

Motion by Council Member Frost, second by Council Member Shirley, to approve addition to the agenda.

9-0 by the following votes:

Ayes: Commissioner Nick, Council Member Veldman, Council Member Hagen, Council Member Hodgdon, Council Member Cooper, Council Member Frost, Council Member Shirley, Council Member Hamilton, and Council Member Norris

PUBLIC COMMENTS

APPROVAL OF THE MINUTES

2. Request approval of the June 5, 2019 TDC meeting minutes

Motion by Council Member Frost, second by Council Member Shirley, to approve the June 5, 2019 TDC meeting minutes.


Ayes: Commissioner Nick, Council Member Veldman, Council

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Agenda Item #1.

Member Hagen, Council Member Hodgdon, Council Member Cooper, Council Member Frost, Council Member Shirley, Council Member Hamilton, and Council Member Norris

FINANCIAL REPORT

Jason Cutshaw, director of administration, presented financial reports for April and May 2019, including expense allocations, revenue/reserve report, TDT collection history. Mr. Cutshaw presented Key Data information compairing TDT collection and occupancy.

3. Request approval of the TDC financial reports for April 2019 and May 2019

Motion by Council Member Hamilton, second by Council Member Hagen, to approve the TDC financial reports for April 2019 and May 2019.



NEW BUSINESS

4. Update and request direction on Beach Code Enforcement

Jay Tusa, executive director, said he has had conversations with the County Administration regarding a possible merger of beach code enforcement and street code enforcement into one department under the county as a public safety department. The beach code enforcement would move from the TDC and street code from the planning department to create this new department under a new director. Under the director would be a manager over each division and all staff would transfer and keep their jobs. The beach and dog permitting would also fall under the public safety department. This would help with the confusion with what calls fall under beach or street code.

Chairman Veldman said we are about the visitors and bringing them here, the TDC shouldn't be the one's giving them tickets. Veldman asked how the financial impact would work. Mr. Tusa proposed that the TDC should continue to fund beach code enforcement and share the cost of the director pay with the county. The FY20 budget for code enforcement is $1,135,736.

Council Member Shirley said it would be important to continue appropriate training for the staff. Mr. Tusa said the TDC can have that conversation with county administration and said we will still have the beach ambassadors who will be at the beaches interacting with the visitors.

Council Member Hamilton asked what the timeline would be for the transition. Mr. Tusa said it would begin in the new fiscal year beginning October 1, 2019, it would have to go to the BCC for approval and the board would set the date, which could be

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Agenda Item #1.

as soon as October 1. Mr. Tusa said another topic would be housing of the department, beach code enforcement currently operates from the beach operations facility on Hwy 83 and permitting at the administration building in DeFuniak. There has been discussion about housing the department in portable building for a few years and the department possibly taking over the current TDC building after the TDC moves into new facility.

Council Member Hagen asked how the county administration feels about the possible transition. Mr. Tusa said he has had conversations with Stan Sunday who agreed and began conversations regarding concepts for the possible new public safety department.

Council Member Norris said this is a good idea and it's time for it to happen.

Public comment: Laurie Reichenbach said this is a good idea based on the description Mr. Tusa has provided. Reichenbach said she works with volunteer beach ambassadors and the volunteers ask where is beach code enforcement. The officers approach with education and a warning and no fine or ticket is usually given until after a second or third violation. Ms. Reichenbach said the numbers don't work with 11 officers and 26 miles of beach. There are only 2 to 4 officers on the beach at a time and she does not believe there is a negative cognition on the beach, if there is, its probably coming from the entitled visitor. Beach Code Activities (Chapter 22) are codes the BCC have adopted and tickets should be given for violations.

Motion by Council Member Norris, second by Council Member Hodgdon, to recommend to the BCC to transfer beach code enforcement from under the TDC to under the BCC County Administration to include beach activities, beach permitting and beach code enforcement.


Ayes: Council Member Hodgdon, Council Member Norris, Commissioner Nick, Council Member Veldman, Council Member Hagen, Council Member Cooper, Council Member Frost, Council Member Shirley, and Council Member Hamilton

5. Request approval of the FY20 Media Plan

Mr. Tusa introduced Martin Liptrot, new director of marketing for the TDC. Mr. Liptrot presented an overview of the FY19-20 Media Plan. The Marketing and Communication Committee approved the Media Plan at the July 30, 2019 meeting. The plan is very similar from previous years and representation of what works well, with an increase by 2% in digital.

Council Member Hagen asked Mr. Liptrot as he becomes familiar with the program what are the things working well. Mr. Liptrot said its important to go to the outcomes and the numbers. Looking at visitor numbers, visitor spend, ADR & RevPar's for partners, executions and click through rate numbers are above industry standard. Positive feedback from visitors and matrix lets the TDC know it's going in the right

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Agenda Item #1.

direction.

Mr. Hagen asked what percentages in the budget is for digital. Mr. Liptrot mentioned the pie chart on the last page of the document that shows the percentages with 67% percent in digital.

Chairman Veldman asked if print is diminishing. Liptrot said we are seeing less and less of it, less newspapers and magazines becoming digital. There is a time print is good for positioning and branding, Liptrot said.

Motion by Council Member Hamilton, second by Council Member Norris, to approve the FY20 media plan.



6. Update and request direction on 231 Visitor Center

Mr. Tusa said the Visit Florida 231 visitor center in Jackson County was going to be closed due to budget cuts beginning the end of July. The TDC's and CVB's in the Panhandle believed there was value in keeping the center open. Walton, Okaloosa, Bay and Escambia Counties have discussed joining forces to keep the center open and sharing the cost of keeping it open. Bay and Okaloosa Counties, as a stop gap measure, agreed to help keep the center open while the other counties directors present to their boards the possibility of assisting with funding the center. Mr. Tusa said what is being proposed is partnering with the other counties to keep the center open with a shared cost. There is a proposed shared cost for operations with possible range of $131,000 to $150,305 from Walton County. After 1 year it would be important to look at the ROI and evaluate participation. Mr. Tusa said the visitor count to the center is tracked by the software Count Wise.

Council Member Hamilton asked how many visitors come through the center. Mr. Tusa said 257,000 in 2018 and 289,000 in 2017.

Commissioner Nick asked the location of the visitor center. Mr. Tusa said it's located in Jackson County.

Council Member Norris asked where the next closest visitor center would be. Discussion ensued that the next center was in Pensacola and the 231 visitor center location was at the Florida and Alabama state line.

Council Member Frost and Veldman agreed the Council may want to consider this based on things that could happen in the future.

Council Member Norris said there may be a reason Visit Florida is not funding the

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Agenda Item #1.

center.

Council Member Hamilton asked who the employees are working for now. Mr. Tusa said Jackson County is now employing the five employees temporarily but they would be moved to a human resource service company.

Council Member Norris asked how the counties would be organized while operating the center. Mr. Tusa said the counties have previously formed the Northwest Florida Tourism Coalition.

Council Member Hagen said the numbers for the center are impressive with over 700 visitors a day. Hagen asked what are the numbers from other visitor centers. Mr. Tusa these are numbers from other Visit Florida Centers. The I-10 Welcome Center 709,000, I-75 Visitor Center 897,000, I-95 Visitor Center 809,000 and the Capital Visitor Center 18,789.

Council Member Hodgdon said these are impressive numbers and we don't know what the risk is but this is a primary location into the Panhandle with Georgia and Alabama being primary markets and a 1-year investment makes good sense.

Motion by Council Member Frost, second by Council Member Hodgdon, to approve to recommend to the BCC approval for the TDC funding of Hwy. 231 Visitor Center for one fiscal year.



7. Add 1.Update and request direction on new visitor center property/project

Mr. Tusa introduced Neill O'Connell, Structural Engineer of O'Connell & Associates Consulting Engineers who is part of the engineering team with Dewberry. O'Connell conducted a preliminary assessment of the existing structure and the feasibilty of using or disassembling and reconstructing the exisiting building or dismantling it as part of the new development plan. O'Connell said the building is a pre-fabricated metal building built in 2003 with stucco paneling and foam board insulation.

Walton County Building Department requires all structures undergoing renovations to upgraded to meet the current requirements of the current Florida Building Code when the value of the improvements exceeds 50 percent of the appraised value of the structure. The existing structure codes have gone from 130 to 140 windspeed increase. The interior timber is not attached to the metal frame. The timber would not be re-usable. In consideration of this the cost exceeds replacement cost of the building.

Council Member Veldman asked if the structure could be used by the county on the

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Agenda Item #1.

north end. Mr. O'Connell said the frame could be used on the north of the county because of less windspeeds.

Council Member Hagen asked about the foundation and the possibility of using the existing slab. Mr. O'Connell said no drawings were available of the foundation. The foundation is a concrete slab and put in with the code of the time. The elevation of the slab is too low and should be demolished and removed.

Council Member Shirley said he occupies some of the oldest buildings in South Walton and suggested to demo the building.

Cliff Knauer, Dewberry Engineers said that other businesses and Regional Utilities has had these types of buildings in the past and have taken bids for demo and haul off. This would allow the county to demo at no cost.

Public Comment: Jim Bagby said this is what is problematic about this county. They were promised all these great things with this site he said. Due diligence was not done on the property and now we find out the building cannot be occupied and the site has to be raised. Mr. Bagby said, to stop the insanity, have you even been to the 231 visitor center or the sandcastle building before you spent the money on them.

Clay Adkinson, TDC Council, said the council needs to decide whether to try to keep existing building and find a way to make it work, with report you now have suggest may not be feasible. The other possibility is to move forward with finding cost and proceed with new building.

Council Member Cooper said the TDC should have the cost in front of them before making a decision. Council Member Hagen agreed. We need something quanifiable for this Hagen said. Council Member Cooper asked how much was paid for the property. Mr. Tusa said $1.7 million.

Council Member Norris said, as Cliff Knauer said, storm water is very important on this site.

Council Member Veldman said the current building sits too low. Cliff Knauer said the code has changed and the property is too low and the building is too low. Chairman Veldman said he wished they would have had the information during purchase. Cliff Knauer said some of these things may have not come up in a normal feasabilty study.

Council Member Shirley said the property is worth a lot more now.

Council Member Norris asked if the county had a first right of refusal on the existing building. Mr. Adkinson said the county does not have first right of refusal.

Motion by Council Member Hodgdon, second by Council Member Norris, to direct staff to get cost for new TDC building and move forward to the BCC.

2nd Motion: Council Member Norris made motion, seconded by Council Member Hodgdon to direct staff to find a highest and best way to dispose of the existing structure.

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Agenda Item #1.



OLD BUSINESS

DIRECTORS' UPDATE

8. Directors' Update

Jason Cutshaw, director of administration, presented sales updates for group sales and visitor center. Recent trade show attendance at Cvent in Las Vegas, with Sandestin Golf & Beach Resort, they had 16 confirmed appointments each lasting 15 minutes and all 16 planners requested more information on South Walton as a future group destination. In July, attended a Dallas lunch & learn co-op with Sandestin, hosting a lunch and learn with 11 meeting planners highlighting opportunities for meeting spaces and destination experiences.

Upcoming in August, Visit South Walton will be hosting a reception in private Buckhead home where three chefs will showcase a featured dish paired with local partners from Grayton Beer and Wine World. All meeting planners that were invited are attending for this unique experience, participating partners include Hyatt Place, Embassy Suites, Sandestin Golf & Beach Resort, Hilton Sandestin and Tops'l Beach & Racquet Resort. Also in August, staff will attend the annual Connect tradeshow where they will have 25-30 individual appointments with corporate and association meting planners looking to book in Florida. Visitor Center updates included increase in visitor count and sales in May and June.

Martin Liptrot, director of marketing, presented marketing updates in digital analysis with website performance and digital impressions. The TDC is having success with mobile click through rates with top performing Pandora music steaming service. Mr. Liptrot presented highlights from the Spring 2019 Visitor Tracking study showing growth in occupancy by 2.8%, with room night increase by 5.4%, total visitor up by 8.2%, direct spending up by 9.7% to exceed $900 million dollars. Atlanta remained the lead origin of spring visitors, followed by Pensacola, Mobile, Nashville and Birmingham with more than 80% driving in groups of 5 to 6 people. Visit South Walton plans to participate in upcoming activations in Atlanta, Nashville and Chicago. Liptrot gave overview of the partner programs available including Co-ops (now closed) and North Walton Events Sponsorship that will continue to accept applications until August 16, 2019.

David Demarest, director of communications, presented updates with year to date snapshots, current pitch themes, upcoming media missions and updates in Connections, press releases and quarterly ads and Marketing Boost. Media Highlights included Women's Health, Southern Living, Fodor's Online and new flights in Witchita

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Agenda Item #1.

Eagle Kansas. Demarest said on August 6, 2019 South Walton made the New York Times and he will be reaching out to the article writer for clarity on Customary Use part of the story. Demarest showed print samples of mentioned articles.

Jay Tusa, executive director, presented updates for Brian Kellenberger on beach operations and code enforcement. Mr. Tusa discussed garbage collection, capital improvement projects, new regional beach accesses at Dune Allen, Scenic Gulf Drive and Seagrove Beach. Mr. Tusa said a public workshop had been held regarding new public beach access at Walton Dunes to receive public input. Beach surveys by Taylor Engineering have been submitted and draft copy of survey and beach maps sent to Walton County Arc/GIS department who is importing data into Walton County interactive map for public use. Beach Maintenance employee updates include new beach maintenance employees Dale Gilbertson and Joe Carmont. New employees for beach code enforcement include code enforcement officer Felicia Permenter and Beach Ambassadors, Michele Phillips and Samual Figveroa.

Directors' Update

EXECUTIVE DIRECTOR'S UPDATE

9. Executive Director's Update

Jay Tusa, executive director, discussed updates on properties purchased and the Board of County Commissioners recommendation to pause for 90 days on property purchases. Two Eastern Lake properties closed on August 5, 2019 and continued negotiation on the Golf Garden property.

Mr. Tusa discussed the new High Tourism Impact 1% Tax the Walton County Clerk of Courts will begin collecting starting January 1, 2020. The county determined by the state to have a low population of residents and a relatively high number of visitors, Walton County is eligible to collect the High Impact Tourism Tax.

With the addition of the High Tourism Impact Tax, the total Tourist Development Tax rate will increase from 4% to 5%, bringing the collection rate in line with the four Gulf Coast counties to the east and west that also collect a 5% TDT (Santa Rosa, Okaloosa, Bay and Gulf). This rate is still below other Florida counties popular with visitors, including Miami-Dade, Palm Beach, Osceola, Orange, Volusia and Duval (each collect a 6% TDT). For this reason, the new rate should not place Walton County at a competitive disadvantage.

Walton County’s Board of County Commissioners have indicated that the additional funds will be used to support and improve infrastructure, as well as expand public beach access. These improvements should offer a good ROI, and safeguard the future of Walton County’s quality of life and quality of guest experience.

Mr. Tusa said interviews will be held the week of August 12 for the open director of sales position.

Executive Director's Update

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Agenda Item #1.

COUNCIL COMMENTS

Council Member Norris said he wanted to discuss trash. Chairman Veldman said this has been a battle for the last 15 years. Discussion ensued saying there needs to be more pick up during season and the volume of trash leaves a negative impression with guest. Chairman Veldman said property management companies should be partially responsible for the trash and there had been previous meetings with Waste Management and the county.

OTHER PUBLIC COMMENTS

ADJOURN

This meeting adjourned at 10:57 a.m.

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Agenda Item #1.


AGENDA ITEM REPORT

19-0789

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Request approval of the TDC financial reports for June 2019 and July 2019 ATTACHMENTS: FY19 TDC Financial Report -June 2019 FY19 TDC Financial Report -July 2019 TDT Monthly Analysis FY18 Working Copy FY19 July

Agenda Item #2.


Budget in Brief

Budget in Brief as of June 30, 2019

30-Jun-19 Annual YTD Actual %

ADMINISTRATION / MARKETING 6297921 12779176 49%

BEACH MAINTENANCE 3220217 5936456 54%

BEACH NOURISHMENT 822077 6301120 13%

PRODUCT DEVELOPMENT 2498838 3670735 68%

SHOULDER SEASON 1794645 3670890 49%

TOTALS 14633698 32358377 45%

(75% year elapsed)

Expenditures51%49%

1st & 2nd Cent(Admin/Marketing, Beach Maintenance)

Expenditures

Balance

13%

87%

3rd Cent (Beach Nourishment)

Expenditures

Balance

58%42%

4th Cent ( Product Development, Shoulder Season)

Expenditures

Balance

43%

22%

6%

17%

12%

Year-To-Date Expense Allocations

ADMINISTRATION / MARKETING BEACH MAINTENANCE BEACH NOURISHMENT PRODUCT DEVELOPMENT SHOULDER SEASON

1

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#2.


Budget in Brief

ADMINISTRATON / MARKETING Period Ending

9000, 9005,9015,9025 Annual 30-Jun-19 YTD Actual %

SALARIES & WAGES 3088071 1931590 63%

OTHER SALARIES & WAGES 50000 0%

OVERTIME 25200 17844 71% STORM WORK

FICA 240062 141106 59%

RETIREMENT 289438 180425 62%

LIFE & HEALTH INSURANCE 886642 436686 49%

WORKERS COMPENSATION 80668 24751 31%

PROFESSIONAL SERVICES 59687 57384 96%

OTHER CONTR. SERVICES 144248 6478 4%

TRAVEL & PER DIEM 40750 14175 35%

COMMUNICATIONS 22820 21207 93%

POSTAGE 10000 6129 61%

UTILITY SERVICES 20000 12905 65%

RENTALS & LEASES 17060 12823 75%

REPAIR & MAINTENANCE 10500 2067 20%

TIRES 1500 0 0%

EQUIPMENT MAINTENANCE 3000 141 5%

PRINTING AND BINDING 17500 1540 9%

PROMOTIONAL ACTIVITIES 59175 40667 69%

OTRHER CURRENT CHARGES 21624 18476 85%

TDT COMMISSION 577200 329570 57%

HURRICANE MICHAEL 44500 18625 42%

INDIRECT ADMIN ALLOCATION 1278133 958599 75%

OFFICE SUPPLIES 12000 2367 20%

OPERATING SUPPLIES 10500 9498 90%

EQUIPMENT LESS THAN $1,000 2000 806 40%

GASOLINE 8000 7819 98%

BOOKS / MEMBERSHIPS 100855 100467 100%

TRAINING 17600 15080 86%

MACHINERY & EQUIPMENT 4426 4453 101% Equip purchased first quarter

SALES - OTHER CONTRACTURAL SERVICES 45300 32066 71%

SALES- TRAVEL 64610 19943 31%

SALES- COMMUNICATION & FREIGHT 3760 0%

SLAES- POSTAGE & TRANSPORTATION 24000 3160 13%

SALES- PRINTING & BINDING 24000 2945 12%

SALES - MEDIA DEVELOPMENT 10150 0 0%

SALES 201375 41438 21%

SALES- WEBSITE 48000 31000 65%

SALES- PROMOTIONS 3000 254 8%

SALES- PROMO MERCHANDISE 41000 7109 17%

2

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#2.


Budget in Brief

SALES- VISITOR CENTER MERCHANSISE 80000 52061 65%

SALES- OPERATING SUPPLIES 9100 3522 39%

SALES- EQUP > $1,000 5000 0 0%

SALES- PUBS, MEMBERSHIPS 5262 5000 95%

SALES- TRAINING 14220 1189 8%

SALES- MACHINERY & EQUIPMENT 6000 0 0%

SALES- RESERVE FOR CONTINGENCY 10000 0%

MARKETING- OTHER CONTRACTURAL SERVICES 240543 183847 76%

MARKETING- TRAVEL 10000 9361 94%

MARKETING- COMMUNICATIONS & FEIGHT 3420 0 0%

MARKETING- POSTAGE & TRANSPORTATION 130000 39806 31%

MARKETING- PRINTING & BINDING 208205 10318 5%

MARKETING- PROMO ACTIVITIES 2327506 637782 27%

MARKETING- SALES 828985 329810 40%

MARKETING- REASEARCH & DEV 234750 139821 60%

MARKETING- WEBSITE 308011 83553 27%

MARKETING- PHOTO / PROD 175000 75792 43%

MARKETING- PROMO MERCHANDISE 95000 58308 61%

MARKETING- OTHERCURRENT CHARGES 6500 2342 36%

MARKETING- OPERATING SUPPLIES 15250 70 0%

MARKETING- EQUIP > $1,000 2500 0 0%

MARKETING- PUBS/ MEMBERSHIPS 2000 2328 116% all memberships are paid in the first months

MARKETING- TRAINING 9000 3190 35%

MARKETING- MACHINERY & EQUIP 4500 3533 79%

COMMUNICATIONS- OTHER CONTRACT SERVICES 29500 3035 10%

COMMUNICATIONS- TRAVEL 3600 3745 104% all travel for the year is done

COMMUNICATIONS & FREIGHT 4920 0%

COMMUNICATIONS- POSTAGE & TRANS 27000 603 2%

COMMUNIATIONS- PRINTING & BINDING 27250 2722 10%

COMMUNICAITONS- PROMO ACTIVITIES 18000 15786 88% shoulder season fall is when most are done

COMMUNICATIONS- MEDIA DEVELOPMENT 152600 92708 61%

COMMUNICAITONS- SALES 54380 0 0%

COMMUNICATIONS- WEBSITE 15000 0 0%

COMMUNICATIONS- PHOTO / PROD 20000 9700 49%

COMMUNICATIONS- PROMOTIONS 10000 359 4%

COMMUNICATIONS- PROMO MERCHANDISE 19200 4458 23%

COMMUNICATIONS- OTHER CURRENT CHARGES 21450 567 3%

COMMUNICATIONS- Op SUPPLIES 3720 819 22%

COMMUNICATIONS- EQUIP > $1,000 6250 762 12%

COMMUNICATIONS- PUBS / MEMBERSHIPS 7000 5039 72% most memberships are paid in the first months

COMMUNICATIONS- TRAINING 10000 2694 27%

COMMUNICATIONS- MACHINERY & EQUIP 5200 1699 33%

3

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#2.


Budget in Brief

COMMUNICATIONS- RESERVE FOR CONTINGENCY 5000 0%

TOTAL 12779176 6297921 49%

4

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#2.


Budget in Brief

BEACH MAINTENANCE 9010 Period Ending

Account Title Annual 30-Jun-19 YTD Actual %


OTHER CONT. SERVICES 634000 172725 27%

TRAVEL & PER DIEM 6000 1420 24%


POSTAGE 1000 78 8%

UTILITIES 376500 95156 25%



TIRES 16000 4197 26%

EQUIPMENT & MAINTENANCE 30000 14123 47%

PRINTING 15500 8188 53%

OTHER CURENT CHARGES 3400 877 26%



OPERATIONAL SUPPLIES 183500 148530 81%

EQUIPMENT <1,000 18500 16059 87%

GASOLINE 100000 43063 43%


TRAINING 8750 1361 16%

IMP. OTHER THAN BUILDINGS 3503194 2276660 65%

MACHINERY & EQUIPMENT 228,000 194447 85%

TOTAL 5936456 3220217 54%

5

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#2.


Budget in Brief

BEACH NOURISHMENT 9020 Period Ending


OPERATING EXPENSES 290000 52106 18%


ACCOUNTING & AUDITING 12500 0 0%


POSTAGE 7500 0 0%



PRINTING 500 0 0%

OTHER CURRENT CHARGES 1015 500 49%

ADMINISTRATIVE FEES 1105007 657543 60%



RESERVE FOR CONTINGENCY 4289210 0 0% This item for Storm / Disaster response

TOTAL 6301120 822077 13%

6

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#2.


Budget in Brief

PRODUCT DEVELOPMENT 9030 Period Ending



OTHER CONTRACTUAL SERVICE 1620000 1592152 98%


COMMUNICATIONS AND FRIEGHT 30360 8017 26%

POSTAGE & TRANSPORTATION 1500 0 0%


TIRES 9600 1807 19%


PRINTING & BINDING 4000 0 0%


PROMOTIONS 902400 361864 40%

PROMOTIONAL MERCHANDISE 78750 14889 19%






EQUIPMENT < $1,000 2500 0 0%

GASOLINE 99500 16677 17%

BOOKS, PUBS, SUBS & MEMBERSHIPS 7280 6480 89% memberships are paid in the beginning

TRAINING 13400 6503 49%

MACHINERY & EQUIPMENT 77600 68372 88% equip are purchased in the first half

TOTAL 3670735 2498838 68%

7

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#2.


Budget in Brief

SHOULDER SEASON 9040 Period Ending




MEDIA DEV. / PUBLIC RELATIONS 875000 90979 10%

WEBSITE 213000 99791 47%



TOTAL 3670890 1794645 49%

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#2.


Budget in Brief

Revenue / Balance Report May-19 Jun-19 FY19 Actual Revenue

$2,742,020.00 $5,583,981.82 $17,334,848.23

Bed Tax Collections

Interest

Beach Nourishment Grant Revenue

Other Income

Less TDT 3% Collection $82,260.60 $167,519.45 $520,045.45

TOTAL REVENUE $2,659,759.40 $5,416,462.37 $16,814,802.78

Active BTC Accounts: 13,229

October $6,012.00

Reserve Account Balances May-19 Jun-19 November $5,778.00

December $3,635.00

1st & 2nd - Administrative $12,831,594 $12,894,183 January $5,167.00

3rd - Beach Nourishment $21,387,394 $22,012,270 February $7,913.00

4th - New Product / Shoulder Season $5,357,245 $5,123,140 March $8,170.00

1/2 - Emerging Market $1,234,905 $1,238,637 April $8,147.00

$40,811,138 $41,268,230 May $8,948.00

*Land purchaes and operations for Feb June $9,189.00

Relect a lower reserve balance in March. July $0.00

August $0.00

Percentage of Projected Revenue 69.34% September $0.00

Total $62,959.00

25,000,000$

2019 Visitor's Center Sales by Month

Walton County TDC Revenue / Reserve ReportAnticipated Revenue

FY19

25,000,000$

-$

-$

9

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#2.


Budget in Brief

Budget in Brief as of July 31, 2019

31-Jul-19 Annual YTD Actual %

ADMINISTRATION / MARKETING 7189822 12779176 56%

BEACH MAINTENANCE 3444881 5936456 58%

BEACH NOURISHMENT 922808 6301120 15%

PRODUCT DEVELOPMENT 2640776 3670735 72%

SHOULDER SEASON 1846093 3670890 50%

TOTALS 16044380 32358377 50%

Expenditures

(83% year elapsed)

57%43%

1st & 2nd Cent(Admin/Marketing, Beach Maintenance)

Expenditures

Balance

15%

85%

3rd Cent (Beach Nourishment)

Expenditures

Balance

61%39%

4th Cent ( Product Development, Shoulder Season)

Expenditures

Balance

45%

21%

6%

16%

12%

Year-To-Date Expense Allocations

ADMINISTRATION / MARKETING BEACH MAINTENANCE BEACH NOURISHMENT PRODUCT DEVELOPMENT SHOULDER SEASON

1

Page 11 of 21

Agenda Item

#2.


Budget in Brief

ADMINISTRATON / MARKETING Period Ending

9000, 9005,9015,9025 Annual 31-Jul-19 YTD Actual %

SALARIES & WAGES 3088071 2141201 69%

OTHER SALARIES & WAGES 50000 0%

OVERTIME 25200 18656 74% STORM WORK

FICA 240062 156199 65%

RETIREMENT 289438 200270 69%

LIFE & HEALTH INSURANCE 886642 489474 55%

WORKERS COMPENSATION 80668 27439 34%

PROFESSIONAL SERVICES 59687 66684 112% all services paid

OTHER CONTR. SERVICES 144248 66812 46%

TRAVEL & PER DIEM 40750 18379 45%

COMMUNICATIONS 22820 24186 106% New service

POSTAGE 10000 6129 61%

UTILITY SERVICES 20000 14548 73%



TIRES 1500 0 0%


PRINTING AND BINDING 17500 1703 10%


OTRHER CURRENT CHARGES 21624 18719 87%

TDT COMMISSION 577200 351245 61%

HURRICANE MICHAEL 44500 18625 42%




EQUIPMENT LESS THAN $1,000 2000 806 40%

GASOLINE 8000 9064 113%


TRAINING 17600 17407 99%

MACHINERY & EQUIPMENT 4426 4453 101% Equip purchased first quarter

SALES - OTHER CONTRACTURAL SERVICES 45300 34066 75%

SALES- TRAVEL 64610 23018 36%

SALES- COMMUNICATION & FREIGHT 3760 0%

SLAES- POSTAGE & TRANSPORTATION 24000 4246 18%

SALES- PRINTING & BINDING 24000 4398 18%

SALES - MEDIA DEVELOPMENT 10150 0 0%

SALES 201375 41625 21%

SALES- WEBSITE 48000 31000 65%

SALES- PROMOTIONS 3000 254 8%

SALES- PROMO MERCHANDISE 41000 13379 33%

2

Page 12 of 21

Agenda Item

#2.


Budget in Brief

SALES- VISITOR CENTER MERCHANSISE 80000 58746 73%

SALES- OPERATING SUPPLIES 9100 3659 40%

SALES- EQUP > $1,000 5000 0 0%

SALES- PUBS, MEMBERSHIPS 5262 5000 95%

SALES- TRAINING 14220 1189 8%

SALES- MACHINERY & EQUIPMENT 6000 0 0%

SALES- RESERVE FOR CONTINGENCY 10000 0%

MARKETING- OTHER CONTRACTURAL SERVICES 240543 185330 77%

MARKETING- TRAVEL 10000 10164 102% Travel is Done for the FYI

MARKETING- COMMUNICATIONS & FEIGHT 3420 0 0%

MARKETING- POSTAGE & TRANSPORTATION 130000 47396 36%

MARKETING- PRINTING & BINDING 208205 110395 53%

MARKETING- PROMO ACTIVITIES 2327506 877151 38%

MARKETING- SALES 828985 358489 43%

MARKETING- REASEARCH & DEV 234750 182571 78%

MARKETING- WEBSITE 308011 112806 37%

MARKETING- PHOTO / PROD 175000 75792 43%

MARKETING- PROMO MERCHANDISE 95000 65545 69%

MARKETING- OTHERCURRENT CHARGES 6500 3214 49%

MARKETING- OPERATING SUPPLIES 15250 141 1%

MARKETING- EQUIP > $1,000 2500 0 0%

MARKETING- PUBS/ MEMBERSHIPS 2000 2328 116% all memberships are paid in the first months

MARKETING- TRAINING 9000 5465 61%

MARKETING- MACHINERY & EQUIP 4500 3533 79%

COMMUNICATIONS- OTHER CONTRACT SERVICES 29500 3446 12%

COMMUNICATIONS- TRAVEL 3600 4534 126% all travel for the year is done

COMMUNICATIONS & FREIGHT 4920 0%

COMMUNICATIONS- POSTAGE & TRANS 27000 603 2%

COMMUNIATIONS- PRINTING & BINDING 27250 2722 10%

COMMUNICAITONS- PROMO ACTIVITIES 18000 15786 88% shoulder season fall is when most are done

COMMUNICATIONS- MEDIA DEVELOPMENT 152600 93108 61%

COMMUNICAITONS- SALES 54380 0 0%

COMMUNICATIONS- WEBSITE 15000 0 0%

COMMUNICATIONS- PHOTO / PROD 20000 9700 49%

COMMUNICATIONS- PROMOTIONS 10000 359 4%

COMMUNICATIONS- PROMO MERCHANDISE 19200 4596 24%

COMMUNICATIONS- OTHER CURRENT CHARGES 21450 567 3%

COMMUNICATIONS- Op SUPPLIES 3720 913 25%

COMMUNICATIONS- EQUIP > $1,000 6250 762 12%

COMMUNICATIONS- PUBS / MEMBERSHIPS 7000 5078 73% most memberships are paid in the first months

COMMUNICATIONS- TRAINING 10000 3069 31%

COMMUNICATIONS- MACHINERY & EQUIP 5200 1699 33%

3

Page 13 of 21

Agenda Item

#2.


Budget in Brief

COMMUNICATIONS- RESERVE FOR CONTINGENCY 5000 0%

TOTAL 12779176 7189822 56%

4

Page 14 of 21

Agenda Item

#2.


Budget in Brief

BEACH MAINTENANCE 9010 Period Ending

Account Title Annual 31-Jul-19 YTD Actual %


OTHER CONT. SERVICES 634000 194125 31%



POSTAGE 1000 127 13%

UTILITIES 376500 98816 26%



TIRES 16000 4673 29%

EQUIPMENT & MAINTENANCE 30000 19321 64%

PRINTING 15500 9799 63%

OTHER CURENT CHARGES 3400 877 26%



OPERATIONAL SUPPLIES 183500 165562 90%

EQUIPMENT <1,000 18500 16059 87%

GASOLINE 100000 51784 52%


TRAINING 8750 2916 33%

IMP. OTHER THAN BUILDINGS 3503194 2423599 69%

MACHINERY & EQUIPMENT 228,000 194447 85%

TOTAL 5936456 3444881 58%

5

Page 15 of 21

Agenda Item

#2.


Budget in Brief

BEACH NOURISHMENT 9020 Period Ending


OPERATING EXPENSES 290000 52106 18%


ACCOUNTING & AUDITING 12500 0 0%


POSTAGE 7500 0 0%



PRINTING 500 0 0%





RESERVE FOR CONTINGENCY 4289210 0 0% This item for Storm / Disaster response

TOTAL 6301120 922808 15%

6

Page 16 of 21

Agenda Item

#2.


Budget in Brief

PRODUCT DEVELOPMENT 9030 Period Ending



OTHER CONTRACTUAL SERVICE 1620000 1592152 98%


COMMUNICATIONS AND FRIEGHT 30360 8823 29%



TIRES 9600 1807 19%


PRINTING & BINDING 4000 0 0%


PROMOTIONS 902400 446240 49%

PROMOTIONAL MERCHANDISE 78750 14889 19%






EQUIPMENT < $1,000 2500 0 0%

GASOLINE 99500 20276 20%

BOOKS, PUBS, SUBS & MEMBERSHIPS 7280 7080 97% memberships are paid in the beginning

TRAINING 13400 7538 56%

MACHINERY & EQUIPMENT 77600 73662 95% equip are purchased in the first half

TOTAL 3670735 2640776 72%

7

Page 17 of 21

Agenda Item

#2.


Budget in Brief

SHOULDER SEASON 9040 Period Ending




MEDIA DEV. / PUBLIC RELATIONS 875000 103612 12%

WEBSITE 213000 101001 47%



TOTAL 3670890 1846093 50%

8

Page 18 of 21

Agenda Item

#2.


Budget in Brief

Revenue / Balance Report Jun-19 Jul-19 FY19 Actual Revenue

$5,583,981.82 $5,455,221.25 $22,790,069.48

Bed Tax Collections

Interest

Beach Nourishment Grant Revenue

Other Income

Less TDT 3% Collection $167,519.45 $163,656.64 $683,702.08

TOTAL REVENUE $5,416,462.37 $5,291,564.61 $22,106,367.40

Active BTC Accounts: 13,229

October $6,012.00

Reserve Account Balances Jun-19 Jul-19 November $5,778.00

December $3,635.00

1st & 2nd - Administrative $12,894,183 $14,884,768 January $5,167.00

3rd - Beach Nourishment $22,012,270 $23,332,692 February $7,913.00

4th - New Product / Shoulder Season $5,123,140 $6,332,746 March $8,170.00

1/2 - Emerging Market $1,238,637 $1,240,067 April $8,147.00

$41,268,230 $45,790,273 May $8,948.00

*Land purchaes and operations for Feb June $9,189.00

Relect a lower reserve balance in March. July $12,006.00

August $0.00

Percentage of Projected Revenue 91.16% September $0.00

Total $74,965.00

2019 Visitor's Center Sales by Month

Walton County TDC Revenue / Reserve ReportAnticipated Revenue

FY19

25,000,000$

-$

-$

25,000,000$

9

Page 19 of 21

Agenda Item

#2.

% change FY19 % change FY18 % change FY17 % change FY16 % change FY15

4.00% 4.00% 4.00% 4.00% 4.00%

OCT 23.11% 1,663,030.57 -2.41% 1,350,821.44 23.94% 1,384,154.27 15.24% 1,116,769.13 21.54% 969,059.54

NOV 18.41% 976,289.83 25.97% 824,482.43 15.61% 654,510.57 14.81% 566,118.40 24.03% 493,085.19

DEC 3.19% 672,318.94 16.05% 651,529.85 5.13% 561,436.33 12.31% 534,048.41 8.04% 475,523.06

JAN 22.67% 614,975.93 9.51% 501,332.27 4.11% 457,779.41 3.28% 439,713.96 23.46% 425,739.43

FEB 13.22% 709,069.73 8.74% 626,264.74 6.09% 575,917.07 7.46% 542,832.49 17.64% 505,150.72

MAR 2.39% 2,315,935.71 24.74% 2,261,800.83 2.27% 1,813,178.44 18.92% 1,772,956.00 -1.65% 1,490,939.61

APR 17.85% 2,057,225.32 -10.87% 1,745,617.69 21.89% 1,958,470.06 6.08% 1,606,706.82 15.21% 1,514,573.19

MAY 20.28% 2,742,020.38 2.78% 2,279,693.96 7.08% 2,217,959.67 2.74% 2,071,355.25 12.78% 2,016,049.72

JUN 3.00% 5,583,981.82 17.75% 5,421,242.16 10.25% 4,604,169.19 13.55% 4,176,164.45 0.10% 3,677,684.50

JUL 2.21% 5,455,221.25 4.06% 5,337,266.40 4.13% 5,129,157.19 12.06% 4,925,580.30 18.01% 4,395,305.78

AUG 19.22% 2,656,667.64 5.85% 2,228,309.24 -6.49% 2,105,083.72 8.17% 2,251,160.06

SEP 6.64% 2,071,564.96 2.38% 1,942,668.45 -1.80% 1,897,584.19 19.76% 1,932,403.16

TDT 8.52% 22,790,069.48 9.35% 25,728,284.37 8.15% 23,527,709.89 7.98% 21,754,913.12 11.81% 20,146,673.96

Page 20 of 21

Agenda Item

#2.

% change FY14

0.50% 4.00%

52,851.49 2.75% 760,321.79

30,794.85 -5.62% 374,589.72

38,404.81 5.16% 437,287.71

32,748.52 4.12% 325,856.89

40,105.43 2.72% 416,034.36

123,617.26 -15.41% 1,515,520.67

124,259.47 17.05% 1,284,267.65

143,058.87 13.70% 1,758,322.14

322,071.27 4.93% 3,673,961.96

332,233.30 13.46% 3,603,757.79

158,479.47 12.02% 2,067,155.96

141,776.01 3.68% 1,550,497.54

$1,540,400.75 -12.50% 17,767,574.16

Page 21 of 21

Agenda Item

#2.


AGENDA ITEM REPORT

19-0861

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Sports Park Feasibility Study Discussion

Agenda Item #3.


AGENDA ITEM REPORT

19-0862

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Review 2019 Beach Code Enforcement Report and Code Revision Recommendations

Agenda Item #4.


AGENDA ITEM REPORT

19-0863

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Update and request direction on new visitor center property/project ATTACHMENTS: TDC Metal Bldg Review Ltr

Agenda Item #5.

1394 COUNTY HIGHWAY 283 SOUTH, BUILDING #3 · SANTA ROSA BEACH, FLORIDA 32459 · TEL (850) 403-4555 · FAX (850) 213-3199 WWW.OCONNELLENGINEERS.COM

August 5, 2019 Mr. Clifford Knauer Dewberry Engineers 877 N County Highway 393 Santa Rosa Beach, FL 32459-5370 RE: South Walton County TDC Walton County Parcel 29-2S-19-24000-008-0070 Existing Building Structural Review Dear Mr. Knauer, Per your request we have completed a review of the existing metal building located on a parcel of land recently purchased by the South Walton Tourist Development Council (TDC) on U.S. Highway 331 South, in Walton County. The purpose of this letter is to provide a preliminary assessment of the existing structure and an opinion on whether the structure may be disassembled and reconstructed on the current site as part of the proposed redevelopment work. In December, 2018, Neill O’Connell, P.E. from O’Connell & Associates Consulting Engineers, LLC (O&A) performed a preliminary site inspection, during which time we were able to observe the existing site conditions and examine the exterior of existing structure. Additional investigations produced design calculations, shop fabrication and erection drawings for a 2,800 sq. ft., 23 ft. tall prefabricated steel building “shell” by Varco-Pruden Buildings for Evergreen Landscaping, dated October, 2003. An upper level (2nd level) floor system was not included as part of the original building design. A follow-up inspection of the interior of the building revealed that the interior buildout consists of self-supported timber framed walls, engineered timber beams, prefabricated timber floor trusses (2nd level) and structural plywood decking. Based on our visual inspection and a review of the steel design drawings it was determined that all interior timber framing is structurally independent from the steel frame and, therefore, was not considered in the steel structure design calculations. The exterior walls consist of horizontal, light-gage steel purlins, ribbed steel wall panels, and an Exterior Insulation and Finish System (EIFS) with stucco coating. Foundation drawings, timber truss shop fabrication drawings and interior build-out construction drawings were not available at the time of this report. During our follow-up visual inspection of the interior, we observed an area on the 2nd level that was un-finished and we were able to observe portions of the structural columns, roof, walls and

Page 2 of 4

Agenda Item #5.

South Walton County TDC Existing Building Structural Review August 5, 2019 Page 2 of 3

corresponding connections. Based on our limited observations, the steel structure generally appears to be in good condition, when compared with similar structures of like age and design. However, as much of the steel structure was obscured from view by exterior and interior finish materials, we were unable to complete a full evaluation. The Walton County Building Department requires that all structures undergoing renovation shall be upgraded to meet the current requirements of the Florida Building Code when the value of the improvements exceeds 50% of the appraised value of the structure. Similarly, if the structure is disassembled and reassembled, the structure, once reassembled, shall be required to meet the requirements of the Florida Building Code in-force at the time of application. In consideration of the above, we reviewed the structural design requirements specified in the original metal building construction documents and compared them to the current edition of the Florida Building Code to establish whether structural retrofits may be required. Based on a comparison of the 2001 and 2017 Florida Building Codes, we find that the design wind speed has increased from 130 MPH (2001) to 140 MPH (2017) for the subject location. Accordingly, the structural steel frame shall be required to undergo a detailed analysis to establish what retrofits may be required, if reconstructed on the subject site. If the structure is disassembled and moved to the north end of Walton County, it is less likely that the structure will require structural retrofits necessary to meet the current edition of the Florida Building Code. The interior of the building consists of timber structural framing which is structurally independent from the steel frame. Based on commonly accepted methods of timber construction, it is unlikely that the interior timber framing may be disassembled and reassembled in such a manner as to meet minimum strength requirements. Accordingly, disassembly and reconstruction of the current building will likely require a complete replacement of all interior timber framing. The exterior of the building consists of horizontal, light-gage steel purlins, ribbed steel wall panels, and an EIFS and stucco cladding. Disassembly of the building will require removal and disposal of the stucco and EIFS cladding. Like the structural frame, the purlins and wall panels were designed based on the 2001 Florida Building Code. Accordingly, the purlins and wall panels shall be required to undergo a detailed structural analysis to confirm they can resist upgraded design wind pressures, or be replaced. If the structure is disassembled and moved to the north end of Walton County, it is less likely that the purlins and wall panels will require replacement. This purpose of this letter is to provide a preliminary assessment of the existing structure and an opinion on whether the structure may be disassembled and reconstructed on the current site as part of the proposed redevelopment work. As of the date of this letter, the existing steel structure is approximately sixteen (16) years old and was designed based on an outdated building code. The interior timber framing is structural independent of the steel structure and likely cannot be reused as part of a disassembly and reconstruction effort. Similarly, the exterior cladding will also need to be removed and disposed. Provided that the steel wall panels meet the requirements of the current building code, they may be salvageable, however it is likely that a significant portion could become irreparably damaged during cladding removal.

Page 3 of 4

Agenda Item #5.

South Walton County TDC Existing Building Structural Review August 5, 2019 Page 3 of 3

In consideration of information outlined above, it is our opinion that the existing steel structure generally appears to be in good condition and may be a good candidate for disassembly and reconstruction as a Risk Category II facility (current use) if relocated to a geographic location not subject to the current wind design codes applicable in South Walton County (140 MPH wind speed). Alternately, the facility may be disassembled and reconstructed in South Walton County as a Risk Category I, facility (agricultural, minor storage, etc.) in Exposure “B” Category (no closer than 1 mi. to Gulf of Mexico and ½ mi to Choctawhatchee Bay), without undergoing detailed structural analysis. Based on its current use, the engineering and construction costs associated with disassembling, analyzing, upgrading and reconstructing this building in its current location will likely exceed the cost for full replacement. Sincerely, O’CONNELL & ASSOCIATES CONSULTING ENGINEERS, LLC

Neill R. O’Connell, P.E. Principal / Senior Engineer

Page 4 of 4

Agenda Item #5.


AGENDA ITEM REPORT

19-0864

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Request recommendation to the BCC for approval of the following events for the North Walton Grant Support Program: Freeport Bayfest: $3,000 Freeport High School Basketball Tournament: $6,000 Lakefest 2020: $6,000 Marvel of Flight 2020: $6,000 Christmas Reflections: $6,000 Florida Chautauqua Assembly 2020: $6,000 Animore - A Weekend Benefit for the Love of Animals: $6,000

Agenda Item #6.


AGENDA ITEM REPORT

19-0865

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Request approval to disband the Events, Activities, Arts & Culture Committee

Agenda Item #7.


AGENDA ITEM REPORT

19-0790

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Directors' Update ATTACHMENTS: Sales Marketing Communications Beach Operations

Agenda Item #8.

Group Sales

Page 2 of 35

Agenda Item

#8.

Group Sales Events and Missions

Recent

• Atlanta Meeting Planner Reception August 14

• Connect (Corporate & Association) August 26-28

Upcoming

• Destination Southeast October 2-4

• Luxury Meetings Summit November 5-6

• Connect Florida November 13-15

• Florida Encounter Pre-FAM November 18-19

• Florida Encounter November 20-22

Page 3 of 35

Agenda Item

#8.

Visitor Center

Page 4 of 35

Agenda Item

#8.

Visitor Center Statistics

Visitor Count

• July 2019 2,102 visitors, a 41% increase from 2018• August 2019 1,793 visitors, a 36% increase from 2018

• YTD (August 2019) 17,866 visitors, a 4% increase from 2018

Merchandise Sales

• July 2019 $12,006 a 44% increase from 2018• August 2019 $8,016 a 19% increase from 2018

• YTD (August 2019) $83,135 total sales, a 22% increase from 2018

Page 5 of 35

Agenda Item

#8.

of 35

Agenda Item

#8.

MarketingWebsite Performance

Page Views Unique Users

Current Period (August 1 – 31) 222,718 107,083

Past 12 Months 2,517,632 1,094,735

Percentage Change (From July) + 0.2% + 1.5%

Traffic by Channel (August 1 – 31)

Page Views

Organic Search 18,498

Display Ads 30,749

Paid Search 30,343

Social 20,763

Direct traffic 8,997

Page 7 of 35

Agenda Item

#8.

Marketing

Digital Analysis

Brand Campaign Special Events Co-Op Program

July Impressions 6,583,901 3,718,847 2,135,394

August Impressions 8,482,271 N/A* 5,819,464

July Clicks 34,578 10,207 5,747

August Clicks 38,466 N/A* 24,689

Average Click-Thru Rate 0.50% July – 0.27% 0.35%

CTR Industry Average

Average Click-Through Rate: 0.18%

* FY19 Events Marketing campaign has wrapped and no events ran in the month of August

Page 8 of 35

Agenda Item

#8.

MarketingTop Performing Digital Placements

Desktop

Facebook Ads 1.06% CTR

Mobile

Pandora Mobile 1.93% CTR

Page 9 of 35

Agenda Item

#8.

ActivationsAtlanta - August 15, 2019

• Restaurant Takeover – Partnering with Hoffman Media

• Canoe - Jim Richard, Stinky’s Fish Camp

• Arnette’s Chop Shop - Dan Vargo, Hilton Sandestin Beach Golf

Resort & Spa

• Adalina - Gregg Smith, Surfing Deer

Page 10 of 35

Agenda Item

#8.

Activations

Nashville - September 20-21, 2019

• Music City Food & Wine

• Jim Richard, Stinky’s Fish Camp

• Gregg Smith, Surfing Deer

Chicago - September 28-29, 2019

• Chicago Gourmet

• Jim Shirley, Great Southern Café, The Bay

Page 11 of 35

Agenda Item

#8.

Visitor Guide

• Two 7x10 publications from current Visitor Guide

content for 2020:

- STAY South Walton: Accommodations Guide complete with co-op

advertising and listings for Resorts, Rental Agencies, Beach Homes &

Cottages, Condos, Townhomes & Villas, Bed & Breakfasts + Inns, and

Campgrounds & RV Parks

- VISIT South Walton: Neighborhood Guide complete with neighborhood

profiles, calendar of events and activity in South Walton.

*Objective: These guides will fit within our family of publications. Splitting the

current Visitor Guide presents the opportunity for a further, more targeted reach

as two companion pieces.

Page 12 of 35

Agenda Item

#8.

Visitor Segmentation Survey• 2015 PRIZM Study – Demographic, Geographic

35-64 Y/O, HHI $175k, Atlanta, Dallas, Nashville, Birmingham,

Houston…

• 2019 PRIZM Premier+4 – Demographic, Geographic, Psych, Behaviour

Who? – Age, Family, Income…

Where? – Drive to, Fly to Markets?

Why? – What are the visitors needs and desires?

How? – What is the visitor booking/engagement journey?

• Identify South Walton visitor and Niche Visitor Profiles

• Inform FY2021 Strategic Marketing Plan and Media Plan

• Lodging Partner - Collaboration - Sept/Oct 2019

- Headline Results - December 2019

Page 13 of 35

Agenda Item

#8.

Communications

Page 14 of 35

Agenda Item

#8.

Communications

YTD Snapshot

• Chicago (Sept.)

Current Pitch Themes

• Quirky Art Exhibits

• Unique Rentals

• Best E-Bike Destinations

• Food & Wine Festivals

• Fall Road Trips

• Events Listings

Regular Updates• The Connection

• Press Releases

• Quarterly Ads + Marketing Boost

• Number of Articles: 254

• Impressions: 338,690,354

• Media Value: $4,204,359

• Number of Media Visits: 8

• Key Media Engagements: 1,032

Recent Media Missions

Page 15 of 35

Agenda Item

#8.

Communications

July 10 – September 9 Media Highlights

• The New York Times – White Sand, Clear Water

• Lonely Planet Online – A diamond ring is among ten new

sculptures added to an underwater museum in Florida

• Harper’s Bazaar Online – 84 Photo-Worthy Wedding Venues

• SmarterTravel Online – 8 Surprisingly Uncrowded Beach Vacations

• Family Vacation Critic Online – 10 Best Florida Family Vacations

• Wine Enthusiast Online – Chef Richard’s Favorite Oysters

Page 16 of 35

Agenda Item

#8.

Communications

• Foder’s Travel Online – 25 Ultimate Things to Do in Florida

• Memphis Magazine – Water Colors

• Southern Bride – Beachside I Do’s Come to Life

• Southern Bride Online – Plan Your Beach Wedding in South Walton

• Connect Corporate Facebook – What’s happening now

• The Yellow Spectacles Online – Life Can Be a Beach: What to Do in

Rosemary Beach

• 42 Calendar Listings

Page 17 of 35

Agenda Item

#8.

Communications

Page 18 of 35

Agenda Item

#8.

Communications

Page 19 of 35

Agenda Item

#8.

Communications

Page 20 of 35

Agenda Item

#8.

Beach Operations

Page 21 of 35

Agenda Item

#8.

Beach Maintenance

Page 22 of 35

Agenda Item

#8.

Beach OperationsMonthly Garbage Collections

14796

15012

0

2000

4000

6000

8000

10000

12000

14000

16000

Number of bags

2018/2019 July Garbage Collection Comparison

2018

2019

7920

9396

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Number of bags

2018/2019 August Garbage Collection Comparison

2018

2019

Page 23 of 35

Agenda Item

#8.

CAPITAL IMPROVEMENT PROJECTS• Multi-Use Path Repair/Replacement Projects

• Phase II – CR 283 to Western Lake – On hold pending FSP approval

/acceptance of easement request.

• Existing NBA Renovation Projects

• 4 RBA’s and 5 NBA’s construction bids received, Contracts to be awarded to

low responsive bidder pending funding. Construction expected to begin early

November

• New RBA Construction Projects

• Dune Allen RBA – 85-% complete with construction

• Scenic Gulf Drive RBA – Approx. 95% complete with design/permit

• Seagrove Beach RBA – Approx. 60% complete with design/permit

Page 24 of 35

Agenda Item

#8.

CAPITAL IMPROVEMENT PROJECTS

• New Public Beach Access Development

• Walton Dunes RBA – Public workshop held July 25, 2019. Conceptual designs

scheduled to be presented to the BCC on October 8, 2019 for approval.

• Approx. 2.3 acre beach front parcel

• Conveyed to Walton Co from Federal Government Bureau of Land Management

• Improvements to include restroom building, ADA boardwalk, loading/unloading

area, minimal parking, sidewalk system to 30A and typical access amenities.

• Headland St. NBA – Public workshop held on September 5, 2019 Conceptual Design

to be presented to the BCC on October 8, 2019 for approval.

• Platted road ROW in Sea Highlands community.

• Improvements to include standard boardwalk/dune walkover, sidewalk, and

typical access amenities

Page 25 of 35

Agenda Item

#8.

Beach Maintenance Updates

• Beach Survey – Taylor Engineering has completed survey and beach maps.

Walton Co. Arc/GIS dept. has imported data into Walton County interactive

map for public use. Information can be found at

https://www.co.walton.fl.us/143/Geographic-Information-Systems-GIS

• Garbage Collection – Beach Maintenance adjusting collection station

quantities for anticipated volume reduction

• Hurricane Michael Damage Repair Projects

• Pilcher Park – Construction bids received Sept 10, 2019. Contract to be

awarded to low responsive bidder pending funding. Construction

expected to begin early November

• Kellogg Park – Project complete, bayside park open for business.

Page 26 of 35

Agenda Item

#8.

https://www.co.walton.fl.us/143/Geographic-Information-Systems-GIS

Beach MaintenanceUpdates

Employees

• New Beach Maintenance Employee

• JC Johnson

Page 27 of 35

Agenda Item

#8.

Beach Code Enforcement

Page 28 of 35

Agenda Item

#8.

Beach Code EnforcementMonthly Total Contacts by Disposition

July 2019 Contacts = 855 August 2019 Contacts = 737

Compliance28%

Verbal Warnings

20%

Written Warnings

3%

Citations5%

Notice of Violation

22%

No Violation Observed

11%

Other disposition

12%

July Contacts Disposition Totals by %

Compliance34%

Verbal Warnings

26%Written

Warnings2%

Citations2%

Notice of Violation

17%

No Violation Observed

10%

Other disposition

10%

August Contacts Disposition Totals by %

Page 29 of 35

Agenda Item

#8.

Beach Code EnforcementMonthly Glass Contacts


82%

3%

3%12%

Glass Containers 22-54(d)

Glass VerbalWarnings

Glass WrittenWarnings

Glass Citations

Glass Notice ofViolation

Glass No ViolationObserved

Glass OtherDispostion

88%

3%6% 3%

Glass Containers 22-54(d)

Glass VerbalWarnings

Glass WrittenWarnings

Glass Citations

Glass Notice ofViolation

Glass No ViolationObserved

Glass OtherDispostion

Page 30 of 35

Agenda Item

#8.

Beach Code EnforcementMonthly Dog Contacts


31%

50%

4%

2%

2%

9%

2%

Dogs on Beach 22-31 (a-e)

Dogs inCompliance

Dog VerbalWarnings

Dog WrittenWarnings

Dog Citations

Dog Notice ofViolation

Dog No ViolationObserved

Dog ContactsOther Dispostion

20%

63%

2%

8%

6% 1%

Dogs on Beach 22-31 (a-e)

Dogs in Compliance

Dog VerbalWarnings

Dog WrittenWarnings

Dog Citations

Dog Notice ofViolation

Dog No ViolationObserved

Dog Contacts OtherDispostion

Page 31 of 35

Agenda Item

#8.

Beach Code EnforcementMonthly Bonfire Contacts


93%

3%<1%

2% 2%

Bonfires 22-54 (b) (1)-(9)

Bonfires inCompliance

Bonfires VerbalWarnings

Bonfires WrittenWarnings

Bonfires Citations

Bonfires Notice ofViolation

Bonfires NoViolation Observed

Bonfires OtherDispostion

97%

1%

1% <1% <1%

1%

Bonfires 22-54 (b) (1)-(9)

Bonfires inCompliance

Bonfires VerbalWarnings

Bonfires WrittenWarnings

Bonfires Citations

Bonfires Notice ofViolation

Bonfires NoViolation Observed

Bonfires OtherDispostion

Page 32 of 35

Agenda Item

#8.

Beach Code EnforcementMonthly Beach Vendor (22-60) Contacts


4%

23%

7%

19%

5%

32%

10%

Beach Vendors 22-60

Vendors inCompliance

Vendor VerbalWarnings

Vendor WrittenWarnings

Vendor Citations

Vendor Notice ofViolation

Vendor No ViolationObserved

Vendor OtherDispostion

2%

40%

7%9%

14%

16%

12%

Beach Vendors 22-60

Vendors inCompliance

Vendor VerbalWarnings

Vendor WrittenWarnings

Vendor Citations

Vendor Notice ofViolation

Vendor No ViolationObserved

Vendor OtherDispostion

Page 33 of 35

Agenda Item

#8.

Beach Code EnforcementUpdates

2019 Beach Related Code Revision Process

• Beach Management Committee and Destination Improvement Committee

recommendations for possible code revisions.

• Post Season Vendor workshop held on Sept 25, 2019

• Beach Activities Public Workshop held on Sept 26, 2019

• 2019 Beach Code Enforcement Annual Report

Page 34 of 35

Agenda Item

#8.

Beach Code EnforcementUpdates

Employees

– New Beach Ambassadors

Page 35 of 35

Agenda Item

#8.


AGENDA ITEM REPORT

19-0792

Meeting: Tourist Development Council - Oct 01 2019 Department: Tourist Development Council Admin Submitted by: Cindy Selph Staff Contact: Jay Tusa, Executive Director ☐ Consent Agenda ☒ Regular Agenda ☐ Public Hearing TITLE/REQUESTED ACTION: Executive Director's Update ATTACHMENTS: Executive Director

Agenda Item #9.

Executive Director

Page 2 of 3

Agenda Item

#9.

Updates

• Property

• Code Enforcement

• High Tourism Impact County Optional Tax

• Director of Sales – Open Position

• New Employee – Kaylin Parker – PR Specialist

Page 3 of 3

Agenda Item

#9.

tourist development council - oct 01 2019

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