Apr 19, 2021 Tourist Development Council

[00:00:18]

>> READY TO GO? ARE CALL THE MEETING TO ORDER.

MICHAEL WOULD YOU LIKE TO LEAD US IN THE PLEDGE TODAY?

>> DANNY BERENBERG, HERE. TROY BLEVINS.

[4. APPROVAL OF AGENDA]

PRESENT. MICHAEL GORDON, PRESENT.

DIANE MATARAZA, HERE. VICE PRESIDENT DONALD SAMORA.

[5. APPROVAL OF MEETING MINUTES]

HERE. AND MICHAEL YOU WICKS.

HERE. >> APPROVAL OF THE AGENDA.

MOVE. SECOND.

>> AND APPROVAL OF THE MEETING MINUTES FROM MARCH.

(INAUDIBLE) DANIEL TO GIVE US A LITTLE HISTORY OF THE FIVE CENTS, FOUR CENTS WHICH HE DID AT MY DIRECTION OR REQUEST.

AND IT WAS OBJECTED TO BY I DON'T KNOW IF IT WAS BETH ANGELO OR ANOTHER OF THE RESIDENTS OF PONTPONTE VEDRA.

IT WASN'T PHILLIP MCDANIELS TRYING TO TAKE EXTRA TIME.

I THINK THERE SHOULD BE IN THE NAINS THERE WAS OBJECTION AND I

RESPONDED TO IT. >> MR. CHAIRMAN, IF I COULD ADD TO THAT. AT DANNY'S REQUEST, THE CLOCK STARTED WHEN PHILLIP CAME TO THE MIC EVEN THOUGH A PORTION OF THAT PRESENTATION HISTORY. WAS THE HISTORY. I LET THAT GO.

IN HINDSIGHT I SEE THAT PHILLIP SHOULD HAVE BEEN IDENTIFIED TO MAKE TWO PRESENTATIONS. RESPOND TO YOUR QUESTION WITHOUT THE CLOCK THEN MAKE HIS PRESENTATION, THE POINTS HE

WANTED TO MAKE WITH THE CLOCK. >> CORRECT, THAT WAS MY ERROR AND NOT PHILLIP'S. EXCEPTION TO THE MINUTES.

>> I'LL SECOND. >> SO A CHANGE TO THE MINUTES?

>> TO REFLECT WHAT DANNY JUST -- >> (INAUDIBLE) SO --

>> I AM TO REFLECT WHAT WAS JUST EXPRESSED.

>> SO MS. MATARAZA IS WITHDRAWING HER MOTION AND YOU

HAVE A MOTION FROM MR. BERENBERG >> ALL IN FAVOR? PUBLIC COMMENT THAT DOESN'T HAVO ANY OF THE AGENDA ITEMS.

DO WE HAVE ANY? >> I'M GOING TO GO AHEAD AND READ OUR PUBLIC COMMENT STATEMENT FOR THIS SECTION AND THIS WILL REPLY FOR ALL OTHER PORTIONS AS WELL.

REGULAR AGENDA ITEMS WILL HAVE THEIR OWN PUBLIC COMMENT PERIOD.

ANY PERSON WISHING TO ADDRESS THE COUNCIL SHOULD COME TO THE PODIUM AND STATE HIS OR HER NAME AND ADDRESS.

[00:05:03]

FINALLY WOULD I ASK THAT ANY SPEAKER THAT PRESENTS MATERIAL PLEASE PROVIDE A COPY OF THAT MATERIAL FOR THE STAFF OF THE CLERK OF THE COURTS TO BE ENTERED INTO THE PUBLIC RECORD.

[7. MUSIC TOURISM DEVELOPMENT STUDY]

THANKS. >> PUBLIC COMMENT?

>> THE MUSIC TOURISM DEVELOPMENT STUDY.

>> OUR NEXT AGENDA ITEM IS AN OVERVIEW OF THE MUSIC TOURISM DEVELOPMENT STUDY WHICH WAS COMPLETED BY SOUND DEVELOPMENT AGENCY. JUST A REMINDER, THIS WAS A STUDY THAT WE EMBARKED ON IN 2019, IT WAS A YEAR LONG STUDY, IT TOOK A LITTLE LONGER THAN A YEAR BECAUSE OF COVID, MANY SOUNSOUNDDIPLOMACY COMPLETED TH. THEY ARE GOING TO GIVE US A SUMMARY OF THEIR FINDINGS AND WE CAN HAVE A Q&A AFTER THAT.

WITH NO FURTHER ADO I'LL TURN IT OVER TO KATE.

>> GOOD AFTERNOON, THANK YOU FOR HAVING US.

I WANT TO ALSO INTRODUCE MY COLLEAGUE HERE MICHELLE POLLONI AND I LOISNE AND WE'RE GOING TLE AND WE'RE GOING TO SHARE OUR SCREEN. EVERYBODY CAN SEE THAT.

I DO WANT TO JUST, BILLIE SET THE TONE FOR THE PRESENTATION AND UNDERSTANDING THAT TO THE TOURISM DEVELOPMENT COUNCIL THAT WE WANT THIS WORK TO HOPEFULLY INSPIRE THE COUNTY TO MOVE FORWARD. ESPECIALLY IN LIGHT OF COVID-19 RECOVERY, AND AGAIN TO EXPRESS THE IMPORTANCE OF THE ECONOMIC IMPACT ASSESSMENT WORK THAT WE'LL PRESENT HERE IN ORDER TO HELP THE COMMUNITY PROGRESS. WE'LL -- YOU'LL NOTICE TOO AS WE GO THROUGH THIS THAT I WILL MAKE COMMENTS RELATED TO COVID-19 RECOVERY AND ITS IMPACT, AS SHE MENTIONED DID THIS WORK BEFORE COVID OBVIOUSLY DURING AND NOW AS WE ARE STILL DEALING WITH THE PANDEMIC. AND OF COURSE THIS IS TO COMPLEMENT THE GOOD WORK THAT IS ALREADY HAPPENING, TO ENSURE THE FACT THAT COVID-19 IS STRONG AND ALSO HOW TO PLACE EMPHASIS AND ANY INVESTMENT THAT YOU GUYS HAVE INTO BEING HELPFUL TOWARDS RECOVERY. AND THEN ONE LAST THING, JUST THAT THERE SHOULD OPEN A CONVERSATION WITH ALL OF US ABOUT HOW THIS WORK CAN PLAY A ROLE IN POTENTIAL INVESTMENT FOR LOCAL IMPACT ALSO THROUGH THE AMERICAN RESCUE PLAN ACT.

SO I'M ALSO PREPARED TO ANSWER SOME QUESTIONS ABOUT THAT AND HOW THIS WORK CAN MOVE NICELY INTO SOME OF THE A RFORTPA FUNDING THAT IS AVAILABLE TOO. I WILL KIND OF GET STARTED.

THIS PRESENTATION WILL ARE HAVE BEEN SHARED SO I WON'T SUBPOENAED WHOLE LOT OF TIME GOING THROUGH EVERY SINGLE LITTLE THING BUT WE WERE OBVIOUSLY CAN COMIETED TO WORK WITH ST. JOHNS COUNTY, ESPECIALLY RELATED TO TOURISM.

MICHELLE AND I ARE IN INDIANA BUT OUR TEAM THE TRULY GLOBAL IN THAT THEY ARE LOAKDED IN THE U.K, BERLIN, BARCELONA AND ALL OVER. WE WORK PRIMARILY IN THE MUSIC AND ENTERTAINMENT AREA. THIS IS PART OF OUR WORK AND CLIENTS, YOU GUYS ARE AWARE OF THAT AND SOME OF OUR RESULTS.

AGAIN YOU WILL NOTICE IN THE PRESENTATION A LOT OF THESE HAVE TO DO WITH GROSS ECONOMIC IMPACT OF THE SECTOR AS WELL AS END POLICY AND REGULATION IMPROVEMENTS.

WHEN WE LOOK AT A STRATEGY LIKE WE DID IN ST. JOHNS WE REALLY TAKE IN THE EM INTEER ECOSYSTEM. YOU LOOK AT HOW ALL OF THESE WORK TOGETHER, RETENTION, PRODUCTIVITY AND OBVIOUSLY AS 2020 HAS SHOWN US WE HAVE A WORKFORCE THAT IS TRULY MOBILE AND CAN WORK ANYWHERE AND WHEN YOU HAVE A GOOD QUALITY OF LIFE WITH SUCH A STRONG MUSIC ECONOMY AS ST. JOHNS, YOU CAN WORK FROM

[00:10:04]

SO THIS IS AGAIN REMEMBERING THAT, IN RELATION TO HOW KIT GROW THE TOURISM SECTOR, WE'LL KIND OF GO THROUGH THAT EACH AND EVERY -- WITH EACH SLIDE. THESE ARE ALL OF THE DIFFERENT SECTORS THAT WE LOOKED AT. YOU CAN SEE SOME OF THESE ANCILLARY PROGRAMS TOO, HOW THAT IMPACTS THE MUSIC COMMUNITY.

AGAIN NOT ONLY IS IT A QUALITY OF LIFE THING THAT THESE WORKERS AND BUSINESS WITH OWNERS WANT AND DESIRE TO ATTRACT TALENT AND GROW THEIR BUSINESS BUT IT'S ALSO A GOOD THING FOUR TOURISTS AS WELL AS LOCALS ALIKE. SOMETHING OF THE THINGS WE'RE GOING TO TALK ABOUT TODAY, ECONOMIC ANALYSIS AS WELL AS SOME EITHER RES OTHER RESEARCH T WE THINK COULD GROW THE MUSIC ECONOMY. MEETING TODAY WITH ALL OF YOU, WE HAD OVER 450 RESPONDENTS PARTICIPATE IN JUST THE SURVEY AND DID A LITTLE BIT OF OUR INTERVIEWS.

OUR QUAWRNTATIVE RESEARCH THAT QUANTITATIVE RESEARCH DOWITH PRY RESEARCH. FINALLY ALL OF THIS IS PULLED INTO AN ANALYSIS OF FINDINGS AND RECOMMENDATIONS TO MOVE FORWARD.

SO AGAIN, STRESSING THE IMPORTANCE OF THE ECONOMIC IMPACT OF THE MUSIC ECONOMY IN ST. JOHNS COUNTY WE NOTICED THAT ST. JOHNS IS RANKED 22ND OUT OF 49 FLORIDA COUNTIES WHICH JUST SHOWS ROOM TO GROW OBVIOUSLY.

AND THEN WE ALSO COMPARED ST. JOHNS COUNTY TO SOME OF THE OTHER CITIES WE'VE WORKED IN AND STUDIED.

AND SO YOU'RE BELOW THE NATIONAL AVERAGE.

BUT AGAIN, YOU KNOW, TAKING INTO ACCOUNT POPULATION, THIS IS A PER CAPITA GRAPH HERE AND DATA, SO JUST AGAIN MORE ROOM TO GROW AND THESE RECOMMENDATIONS ARE GOING TO HELP WITH THAT.

OUR SWAT ANALYSIS, HEARD THROUGHOUT THE STAKEHOLDER ENGAGEMENT PROCESS. A LOT OF THESE YOU PROBABLY ALREADY KNOW BUT SOME OF THE HIGHLIGHTS INCLUDED SOME WEAKNESSES OF LIMITED OPPORTUNITIES FOR MUSIC INDUSTRY, PEOPLE THAT ARE WORKING IN EMPLOYMENT.

WORKING IN EMPLOYMENT. AGAIN MAKING RECOMMENDATION THROUGH THIS WORKS AND ALWAYS THE CHALLENGES THAT FACE EVERY COMMUNITY BUT ALWAYS FIGHTING FOR FAIR PAY FOR MUSICIANS AND REALLY FIGHTING THAT WORK FOR EXPOSURE MENTALITY THAT REALLY HURTS A LOT OF MUSIC COMMUNITIES, NOT MEANING TO STAY AT HOME. BUT A LOT OF STRENGTHS TO CELEBRATE AND A LOT OF OPPORTUNITIES.

THERE SEEMS TO BE A DIVERSITY OF LOCAL ARTISTS AND PEOPLE SEEM TO REALLY RESPECT THAT AND APPRECIATE THAT.

THERE IS ALSO WHAT WE LIKE TO CALL A COMBINATION OF FINE ART AND, YOU KNOW, MORE LOCAL CREATED ART.

SUCH AS WITH YOUR SYMPHONY. AND YOU KNOW GROWING THOSE PROGRAMS AS WELL. THESE AGAIN ALL HELP TOWARDS GROW TOURISM IN ST. JOHNS COUNTY AND BRING IN SOME ADDITIONAL DOLLARS AND REALLY A STRATEGY HOW TO PROMOTE AND MARMT.

MARKET. HERE ARE SOME OTHER ECONOMIC IMPACT ASSESSMENTS THAT YOU GUYS IN THE COUNTY A GENERATED OVER $67 MILLION AND A GROSS VALUE ADDED OF 44 MILLION TO THE LOL ECONOMY WHICH IS REALLY A BIG NUMBER.

AND THIS DATA REALLY JUST HELPS TO MAKE A CASE FOR MUSIC TOURISM AND HOW YOU PROMOTE AND TALK ABOUT, AND WHAT THE IMPACT IT IS ON THE ECONOMY. AS THINGS LIKE THE AMERICAN RESCUE PLAN ACT OR PREVIOUSLY WITH C.A.R.E.S. WITH FUNDING FLOWS INTO THE COMMUNITY, WE CAN USE SOME OF THESE NUMBERS FOR A BASIS OF INVESTING THIS MONEY AND GROWING THE MUSIC ECONOMY.

AGAIN, 27% OF EMPLOYMENT IN THE COUNTY IS -- YOU KNOW, THAT'S NON-- THAT'S NOT TO BE IGNORED. $25 MILLION OF EARNINGS THAT WE TRACKED THROUGH OUR WORK. AND KEEP IN MIND IT'S ONLY WHAT WE COULD STUDY AND TRACK. THAT NUMBER IS LIKELY TO BE A LITTLE BIT BIGGER. SO ANYWAY, THE GROWTH OF ST.

JOHNS COUNTY IS PRETTY EVIDENT LOOKING AT THIS GRAPH.

[00:15:03]

AND BY THE WAY WE'D BE HAPPY TO CONNECT YOU WITH THEM AND LEARN MORE ABOUT WHAT THEY'VE BEEN DOING TOO IF THAT'S OF INTEREST.

BUT REALLY THIS WORK IS THE% BASIS OF THIS REALLY STRONG BOUNCE BACK FROM COVID-19 AND HOW WE COULD REALLY STAND THE TOURISM ECONOMY ON MUSIC IN ST. JOHNS COUNTY, WE'VE PROVEN THAT EXIST OF THE MUSIC ECONOMY THERE IN ST. JOHNS COUNTY AND WORK WITH YOU ON BUILDING THOSE BLOCKS FROM HERE.

SO AGAIN, JUST HINTING AT WHAT I JUST SAID, OUR KEY FINDINGS REALLY WERE CENTERED AROUND MUSIC SHOULD BE A TOURISM STRATEGY THERE IN ST. JOHNS COUNTY, SPECIFICALLY WITH THE AMPHITHEATER DMOMG AND THE CONCERT HALL.

COMING IN AND THE CONCERT HALL.

THE EXPENDITURE OF EACH CITIZEN IS PRETTY HIGH AND WHAT WE'VE SEENG THROUGHOUT OUR WORK THAT WHEN THERE'S A STRONG MUSIC COMPONENT THEY TEND TO SPEND MORE.

SO THIS IS A WAY TO REALLY EXPONENTIALLY GROW THE WAY THE TOURISM IS BRINGING INTO THE MUSIC.

BY THE WAY, THESE ARE RATINGS FROM STAKEHOLDERS IN THE MUSIC, WHAT THEY THINK IS VALUE OF THE AMPHITHEATER IS, THE VALUE OF THE CONCERT HALL. AND SO AGAIN YOU CAN LOOK AT THESE A LITTLE BIT MORE CLOSELY. SO LOOKING AT SOME OF THE TOURISM ASSETS THAT YOU HAVE AROUND MUSIC THERE'S REALLY NO DEDICATED CONFERENCE AND MUSIC WEB SITE, WE'RE NOT FELLING YOU ANYTHING YOU DON'T LOW PRESSURE KNOW.

LIKE ASHVILLE CAN YOU SEE WHAT A STRONG MUSIC WINTER CAN DO FOR MUSIC TOURISM AND THAT'S ONE EXAMPLE WE WOULD WANT TO YOU PROMOTE YOU GUYS TO THINK ABOUT GOING FORWARD WITH THIS WORK AND THIS DATA TO PROVE THAT. FTC WITH OUR REGULATORY ASSESSMENT WE WILL GET ALL THE FOLLOWS AND ORDINANCES AND RECOLLECTIONS, SPECIAL EVENT PERMITTING, SOUND ORDINANCES AND SO WE'VE SEEN THAT THERE IS SOME CHALLENGES IN THE AREAS OF LIQUOR LICENSING, BUSKIN IMRVETION, HOWEVER, SOME OF YOUR ING, ALITTLE BIT EASIER FOR FESS AND EVENTS.

BUT YOU'LL NOTICE THROUGH THE FINAL REPORTS THERE ARE A LOT OF REGULATORY REGULATIONS THAT COME AROUND CURFEWS, SOUND ORDINANCES, AN AGENT OF CHANGE POLICY, A PRINCIPLE WE ALWAYS RECOMMEND FOR CONSIDERATION. IT PROTECTS VENUES FROM DEVELOPMENTS GOING UP NEXT DOOR OR NEARBY, THAT COULD, YOU KNOW, AVOID HAVING 30 NEW RESIDENTS COMPLAINING ABOUT THE NOISE.

SO IT'S ON THE OWNER OR THE DEVELOPER TO SOUNDPROOF.

TOMMY WHATTYPICALLY, WHATEVER IN THE NEXT DOOR, WE ALWAYS WANT THAT AGENT OF CHANGE POLICY ON THE BOOKS BECAUSE IT PROTECTS VENUES FROM THAT. SO WITHIN ARTISAN INDUSTRY DEVELOPMENT ONLY ONE IN FIVE LOCAL MUSIC INDUSTRY PROFESSIONALS WORK FULL TIME AS A MUSIC PROFESSIONAL.

A LOT OF THEM HAVE OTHER JOBS. WHICH IS, YOU KNOW, THAT'S THE CASE IN MOST PLACES. BUT IT'S A GOOD STATISTIC TO HAVE WHEN YOU START TO LOOK AT WHAT KIND OF FRACTURE TO SUPPORT FULL TIME WORK FOR THE MUSIC INDUSTRY.

THIS USUALLY MEANS THAT, YOU KNOW, THERE ARE USUALLY A LACK OF I.T. ATTORNEYS, COPYRIGHT ATTORNEYS, BOOKING AGENTS, MANAGERS, PROMOTERS, IN THIS SPECIFIC ARTIST IN NO WAY THAT YOU KNOW BIGGER CITIES MIGHT HAVE.

THIS IS NOT AN UNCOMMON CONCERN. IN FACT WE'RE FINDING THAT TO BE THE CASE IN OTHER BIGGER MUSIC PLACES SUCH AS ST. LOUIS, MISSOURI, THEY ALSO HAVE A LACK OF THIS INFRASTRUCTURE.

SO AGAIN POINTING OUT THESE GAPS THAT WE CAN FILL AND AGAIN POINT OUT THAT THIS ECONOMIC IMPACT WE'VE SEEN IN THE MILLIONS OF DOLLARS CAN BE EVEN GREATER WITH THE APPROPRIATE INFRASTRUCTURE IN PLACE. THIS MAKES A PLACE FOR MUSIC TO SUPPORT, THE MUSIC THAT IS ALREADY THERE, STAY IN ST. JOHNS COUNTY DO MORE MOOUSKS, MORE TOURISM AND REVENUE COMING IN.

SO CREDIT THERE ARE A COUPLE OF GRANTS THAT YOU GUYS ARE ADMINISTRATOR IMPLEMENTING AND PUTTING TO USE.

>> I'M SORRY. >> MY WATCH IS TALKING TO ME.

>> BUT LOOKING AT SOME OF THE AWARENESS WAS A CHALLENGE BY A LOT OF ARTISTS, JUST NOT KNOWING ABOUT SOME OF THE OPPORTUNITIES

[00:20:03]

AGAIN THAT IS ANOTHER AWARENESS THAT CAN BE PROMOTED ON MUSIC WEBSITES. AGAIN, BACK TO THE ARTIST-FRIENDLY INFRASTRUCTURE. SO LOOKING AT SPACES, IT IS ALWAYS A CONCERN. SO WHENEVER WORKING ANYWHERE IT USUALLY COME OUT TO THREE CHALLENGES.

THEY NEED MORE FUNDING, THEY NEED MORE PHYSICAL SPACES AND MORE OPPORTUNITIES TO NETWORK WITHIN THE MUSIC INDUSTRY.

WE DO THINK THAT IT'S PRETTY STRONG THAT THERE'S SUCH A -- SUCH AN AVAILABILITY OF THE ARTISTS OR THE GOVERNMENT TO SAY THAT WE COULD REALLY USE SOME OF THIS AND WORK WITH YOU TO GET THESE. SO WE WOULD RECOMMEND, HERE IN OUR RECOMMENDATIONS THAT THAT BECOME A PARTNERSHIP WITH THE LOCAL CREATIVE COMMUNITY AND ANY PUBLICLY ACCESSIBLE SPACES AND PLACES THAT WE COULD RETROFIT OR OPEN UP SIMPLY AND PROVIDE MORE ACCESS TO THE MUSIC COMMUNITY. AGAIN, WE ARE LIKE PREDICTING WHAT I'M ABOUT TO SAY BUT TALKING ABOUT THIS CREATING ACCESS, THAT THAT ALSO HAS TO DO WITH PARKING, HAVING LOADING ZONES FOR MUSICIANS, ALSO PUTTING, MAKING SURE THAT RESIDENTS ARE COMFORTABLE AND THAT THEY APPRECIATE AND FEEL RESPECTED BY THE MUSIC COMMUNITY AND WE KNOW THAT THAT'S A CONSTANT CHALLENGE, NOT JUST IN TOURISM BUT IN CITY AND COUNTY GOVERNMENT AT ITS BEST, HOW DO WE BALANCE THIS OUT OF THE DAYTIME AND NIGHTTIME USES TO MAKE SURE EVERYBODY OOPS HAPPY.

SO AGAIN OUR RE REGULATORY ASSESSMENT REALLY LOOKED AT THAT THE WAY TO ACCESS BOTH. THERE IS A NEED FOR ADDITIONAL OUTDOOR PUBLIC SPACE FOR EVENTS. OBVIOUSLY THE AMPHITHEATER IS A GOOD SOLUTION TO THIS BUT THINKING, HURRICANES AND WEATHER ARE A BIG DEAL SO HAVING MORE SPACES THAT ARE A LITTLE BIT MORE WEATHER PROOF IS ALSO WORTH CONSIDERATION.

MUSIC EDUCATION IS, WE TALK ABOUT K-12 AND PRIVATE LESSONS RELATED SPECIFICALLY TO PLAGUES AN INSTRUMENT.

BUT WE'RE ALSO FOCUSED IN ON WHAT MUSIC PROGRAMMING AND EDUCATION, AND SO THERE'S MINIMAL CONSIDERATION FOR THE MUSIC BUSINESS, TECH OR QUICK IN PRIMARY OR SECONDARY SCHOOL EDUCATION. SO WE WOULD LIKE TO SEE THINGS LIKE THE LIBRARY OR SCHOOLS HOSTING RECORDING STUDIOS THAT ARE ACCESSIBLE TO THE PUBLIC, ESPECIALLY TO KIDS AND TEENS.

SO THAT THEY CAN LEARN SOME OF THOSE SKILLS TO PRODUCE MUSIC, TO DO SOUND ENGINEERING, ALL OF THOSE THINGS REALLY TO HELP BUILD A CAREER IN MUSIC AROUND BEYOND JUST THE GIG, PLAYING MUSIC WORLD, BUT REALLY GIVES THEM AN EXTRA SKILL AND WORKFORCE DEVELOPMENT. HERE IS A LITTLE OVERVIEW OF OUR RECOMMENDATIONS. YOU'LL NOTICE THAT THEY ARE BROKEN DOWN INTO TIERS, THE NOW, THE FIRST 12 MONTHS, THE MIDDLE AND THE FAR. DEVELOPING A WEB SITE IS REALLY THE MOST PRESSING ISSUE. THINK ABOUT IT AS A VISH PLACE L PLACE TO PUT ALL THIS INFORMATION.

THINK WHAT YOU HAVE TO PUT THERE AND THINK ABOUT IT TOO AS A RESOURCE OR SERVICE TO THE LOCAL COMMUNITY, WHERE THEY CAN PROMOTE THEMSELVES, THEY CAN PROMOTE THEIR WORK AND YOU'LL BE SURPRISED SOME OF THE DATA AND ACCESS YOU GAIN TO THE MUSIC COMMUNITY BY PROVIDING THEM THIS PLACE.

SO WHENEVER YOU NEED THEM TO RECORD SOMETHING OR YOU WANT TO USE ONE OF THEIR SONGS OR YOU WANT THEM TO PLAY SOMETHING THAT YOU'RE HOSING IT HOSTING THAT'SN BENEFIT IN HOSTING THAT WEB SITE IN ADDITION TO BEING A TOURISM SITE.

ANOTHER THING TOO, IT'S ONE THING TO HAVE A MARK CAMPAIGN, BUT REALLY HAVING A WEB SITE THAT IS WELL DONE AND A PLACE FOR LOCALS TO GO AND FIND OUT HOW TO EXPERIENCE THEIR LOCAL MUSIC ECONOMY OR THEIR LOCAL MUSIC SCENE THAT'S GOING TO BE WAY MORE VALUABLE THAN JUST SOMETHING FOR TOURISM.

THINK ABOUT IT SERVING LOCALS FIRST BECAUSE YOUR LOCALS ARE BROUGHT INTO HOW ST. JOHNS COUNTY IS SUCH A MUSIC PLACE, RATHER THAN PAYING A LOT FOR MARKETING BECAUSE THEY'RE TELLING THEIR FRIENDS AND FAMILIES.

WE ARE REALLY STRONG ON PARTNERSHIPS AND LOOKING AT WHO'S ALREADY DOING THINGS IN THE COMMUNITY AND HOW TO STRENGTHEN THOSE AND ADD ON TO WHAT THEY'RE DOING AND THEN DEVELOPING THAT MARKETING CAMPAIGN.

AS A REGIONAL DESTINATION FOR MUSIC SHOWS, YOU'RE WELL ON YOUR WAY TO THAT. I THINK THE TIMING OF THIS

[00:25:01]

NOW YOU'RE APPOINTED OUTSIDE COMING OUT OF COVID-19 WITH ALL OF THIS INFORMATION AND STRATEGY AND RECOMMENDATION, YOU KNOW THAT PUTS YOU REALLY LEAPS AND BOUNDS AHEAD OF MOST COMMUNITIES. SO THERE ARE JUST A LOT OF OPPORTUNITY RIGHT NOW SEE THINGS COMING OUT, THAT CREATE AGENT OF CHANGE POLICIES. YOU'LL NOTICE FURTHER DOWN SOMETHING LIKE ENTERTAIN DISTRICT WITH MORE NOISE ORDINANCES, THAT MEANS REALLY AN ENTERTAINMENT DISTRICT WHERE PEOPLE GO THERE, IT BECOMES A DESTINATION, YOU MAY NOT HAVE A WHOLE LOT OF RESIDENTS THAT ARE EITHER BOUGHT IN OR COMPLAINING ABOUT IT, BUT IT'S REALITY A PLACE TO GO FOR MUSIC AND YOUR MOOUNT COMMUNITY WILL SOON LEARN THAT THAT IS A PLACE FOR THEM TO GO WHERE THEY HAVE A LOT OF INFRASTRUCTURE AND A LOT OF SUPPORT. THAT'S A WAY TO REALLY BUILD THAT IN. WE ALWAYS THINK ESTABLISHING A MUSIC OFFICE OR EVEN SOMEBODY WITHIN THE TOURISM OFFICE TO FOCUS ON MUSIC IS A REALLY GOOD IDEA.

THIS AGAIN WAS WHAT THEY DID IN NASHVILLE, THEY'VE DONE IN TEXAS WITH MUSIC FRIENDLY COMMUNITIES. IT REALLY JUST HELPS TO HAVE A SUSTAINED FOCUS FROM SOMEONE THINKING ABOUT MUSIC WHEN ALL THAT HAPPENS THROUGH POLICIES THAT ARE BEING IMPLEMENTED TO KEEP AN EYE ON THINGS THAT ARE CHANGING AND, YOU KNOW, BEING PREPARED TO TALK ABOUT SOME OF THE RAMIFICATIONS OF THAT.

AND REALLY JUST TO EDUCATE AND ADVOCATE ON BEHALF OF THE EDUCATION COMMUNITY. SO THAT'S REALLY SOMETHING TO THINK ABOUT. THE ST. JOHNS COUNTY MUSIC CERTIFICATION BADGES IS SOMETHING SIMILAR TO TEXAS MUSIC FRIENDLY COMMUNITIES, IF YOU FOLLOW THESE RULES OF BEING A REALLY GOOD MUSIC FRIENDLY BUSINESS OR ARTIST THEN YOU GET TO BE PART OF THIS NETWORK. SO IT'S A REALLY GOOD WAY TO BUILD COMMUNITY AND GRASS ROOTS SUPPORT AROUND HOW TO MAKE ST.

JOHNS COUNTY MORE MUSIC FRIEND REPLY AND A BETTER ECOSYSTEM FOR THEM. WE TALK ABOUT SOME INVESTMENTS INVOLVING SOME MATCHING GRANTS PROGRAMS FOR SOUND IMPROVEMENTS THAT IS IN HERE WHICH IS SOMETHING WE HEARD IN OUR STAKEHOLDER ENGAGEMENT FROM ARTISTS AND EVEN VENUE OPERATORS. EXPANDING MUSIC BUSINESS SEMINAR PROGRAMS SUCH A GREAT PROGRAM, JUST WANT TO MAKE SURE MORE PEOPLE HAVE ACCESS TO IT AND CAN PARTICIPATE.

AND THEN RAISING AWARENESS THROUGH GRANT PROGRAMS. ONE THING TO CONSIDER IS MAYBE MAKING THOSE GRANTS A REQUIREMENT THROUGH THE MUSIC BUSINESS PROGRAM.

SO IF YOU WANT TO GIVE THEM GRANTS ONLY TO PEOPLE WHO GO THROUGH THAT PROGRAM WHO COME OUT AS BETTER ENTREPRENEURS, BETTER PROFESSIONALS WITHIN THE MUSIC COMMUNITY IT IS MAYBE ONE WAY TO STRING THOSE FOUNDATIONS TOGETHER.

AGAIN, DEVELOPING A MUSIC YOUR RECORDING STUDIO IS, FOR YOUR TEENS AND YOUNG PEOPLE TO DO, THINK OF MENTORSHIPS THAT COULD HAPPEN, DOING SOUND ENGINEER APPRENTICESHIPS AND THINGS LIKE THAT, THAT'S A GREAT WAY TO BUILD COMMUNITY AND ALSO TO SHOW YOUNG PEOPLE THE PIPELINE OF JOBS OPPORTUNITIES THEY CAN GO INTO. NOT EVERYONE GETS TO BE A FAMOUS ROCK STAR SO IT'S GOOD TO HAVE SKILL SET AND DIVERSE SET TO REFER TO. AFFORDABLE HOUSING IS ALWAYS IMPORTANT, WE HEAR THAT A LOT FROM A LOT OF COMMUNITIES AND IT'S IMPORTANT TO BE THINKING ABOUT IT.

SO THESE COULD BE GREAT TASKS FOR LONG TERM TASKS FOR SOMEBODY WHO IS IN THE CAN COMMUNITY TO BE THINKING ABOUT IT.

WITH YOUR MUSIC WEB SITE AND THROUGH YOUR MUSIC FOCUS WE CAN REALLY LOOK AT BETTER GETTING THIS INTO ADS INTO THE HANDS OF SUPERVISORS, THAT'S A WHOLE EFFORT THAT COULD REALLY BOOSTER ST. JOHNS REPUTATION AS A MUSIC COMMUNITY AND THAT EDUCATION REFORM, LOOKING AT WHAT GAPS ARE NEEDED AND HOW TO FILL THOSE, MUSIC AS A BUSINESS AND HOW TO PROMOTE SOME OF THOSE SKILL SETS. WITH THAT I'LL -- IT IS EXACTLY 20 MINUTES SO I'LL OFFER THAT UP FOR QUESTIONS AND ANSWERS.

>> QUESTIONS? COUNCIL?

>> COY GIVCOULD YOU GIVE ME, US, A LITTLE BACKGROUND, HOW DID THIS AT THIS TIME COME TO BE, WHAT WAS THE COST?

>> THE TOURIST DEVELOPMENT COUNCIL PURSUED A STRATEGIC PLAN, BACK IN 2016, 2017, ARTSD AND CULTURES, TOURISM, AND WE HAVE BEEN GOING THROUGH AND DOING A DEVELOPMENT STUDY FOR EACH OF THOSE AREAS. SO WE PURSUED THIS ONE.

[00:30:01]

SECTOR. >> SO THE IDEA BEING THAT IF THERE WAS A DESIRE TO PURSUE THIS, ANY OF THIS, IT WOULD GO, FUNDING WOULD COME FROM CATEGORY 4?

>> NOT NECESSARILY. IT IS MORE OF A COMPREHENSIVE PLAN FOR HOW THE COUNTIES COLLECTIVELY CAN MOVE FORWARD WITH MUSIC. SOME OF THIS WOULD NOT BEING APPROPRIATE TO PAY FOR OUT OF TDT, TDC FUNDS, IT MAY BE SOMETHING THAT ONE OF OUR AREAS ARE INTERESTED IN AND PICKS UP SOME OF THESE IDEAS. SOME OF THEM ARE NO COST, JUST CHANGES TO POLICIES AND ORDINANCES AND SO IT'S A -- THERE ISN'T AN IDENTIFIED FUNDING SOURCE FOR HOW TO MOVE FORWARD. IT'S JUST A LOOK, A PLAN OF HOW TO DEVELOP THE TOURISM MUSIC INDUSTRY.

>> WAS THERE A POSSIBLE IDENTIFIED SOURCE AS TO WHO OR WHAT WOULD TAKE ON SOME OF THESE RESPONSIBILITIES?

>> WAS THERE A POSSIBLE, I'M SORRY WHAT WAS THAT?

>> A SOURCE, IDENTIFIED ENTITY, A PERSON, AN ORGANIZATION?

>> CERTAINLY IT IS SOMETHING THAT THE COUNTY, WE WILL BE TAKING THE LEAD ON. AND SO MY OFFICE WILL BE WORKING ON THIS AND THEN USING OUR AVAILABLE RESOURCES THROUGH THE CULTURAL EVENTS DIVISION, WORK THRUR OUR MUNICIPALITIES WHEN APPROPRIATE, MOST OF THE PROJECTS RUN THROUGH MY OFFICE WITH MYSELF AND DINA BEING THE LEAD ON THIS PROCESS.

>> I MAY HAVE MISSED IT, DID YOU SAY WHAT THE COST OF THIS STUDY

WAS? >> I BELIEVE IT WAS $150,000,

IT'S BEEN A FEW YEARS. >> YOU SAID 150?

>> YES. >> I'M HAVING TROUBLE HEARING

YOU. >> I'M SORRY.

I WILL LEAN FORWARD. MY CORD DOES NOT GO MUCH

FURTHER. >> THANK YOU, OKAY.

>> MR. CHAIR. >> I APOLOGIZE.

>> I HAVE A QUESTION FOR THE CONSULTANT.

WHAT IS A MUSIC HUB? WHAT WOULD AT THAT ACTUALLY LOOK

LIKE? >> IT COULD LOOK LIKE A LOT OF DIFFERENT THINGS. IT'S REALLY JUST A PLACE FOR THE INDUSTRY. SO IN ST. JOHNS WE DETERMINED THAT THERE COULD BE -- THERE IS A NEED FOR MORE INFRASTRUCTURE TO SUPPORT MUSIC AS A BUSINESS. SO THIS WOULD GIVE US LIKE MORE ACCESSIBLE RECORDING STUDIO, MORE ACCESSIBLE LIKE CLASSROOM OR MEETING SPACE. IT COULD BE OFFICES.

IT COULD BE, YOU KNOW, IT'S REALLY JUST THINK ABOUT ALL THE THINGS THAT COULD HAPPEN, LESSON COTS TAKE PLACE, MUSIC LESSONS, SHOWS COULD HAPPEN THERE. IT'S REALLY JUST WHEN YOU THINK ABOUT, YOU KNOW, LIKE AN INCUBATOR FOR MUSIC THAT'S SORT

OF WHAT WE'RE EXPLAINING. >> OKAY.

THANK YOU. SO WHAT I'D LIKE TO SAY IS THE CITY OF ST. AUGU AUGUSTINE IS WG ON A MUSIC VENUE, LOOKING FORWARD TO WORKING WITH THE COUNTY AND ANY INITIATIVE THAT COMES OUT OF THIS STUDY, LIKE THE RECOMMENDATIONS, I DO SEE THAT WE HAVE SOME CHALLENGES. BUT I THINK -- I FEEL VERY -- WOULD BE VERY SUPPORTIVE OF ANY ASSISTANCE AS FAR AS INITIATING, YOU KNOW, A SAFE VIBRANT SOCIAL SOCIABLE CITY THAT GOT A GOOD

MUSIC SIGNATURE. >> I'VE GOT A QUESTION FOR THE CONSULTANT ALSO. THE RECOMMENDATION TO DEVELOP A WEB SITE FOR MUSIC IN ST. JOHNS COUNTY.

WE CURRENTLY HAVE WEBSITES FOR THE AMPHITHEATER AND THE CONCERT HALL. IS THERE AN EXISTING WEB SITE THAT YOU WOULD HOLD UP AS A MODEL OF WHAT THAT WOULD LOOK

LIKE? >> AS I MENTIONED I ACTUALLY RECOMMEND ASHVILLE, NORTH CAROLINA FOR A COUPLE OF REASONS. IT IS NOT THAT SPECIFIC BUT THERE IS A LIVE MUSIC CALENDAR SO ANY LOCAL VISITOR COULD GO TO SEE WHAT THE EXPERIENCE IS LIKE TO EXPERIENCE LIVE MUSIC.

[00:35:03]

IT IS ANOTHER THING ANOTHER THING ASHVILLE DID REALLY WELL IS BEFORE THEY EVEN LAUNCHED THE WEB SITE THEY EXPEDIENT YEAR GATHERING CONTENTS. SO THEY HAVE A LOT OF REALLY GOOD STORIES TO TELL AS FAR AS PHOTOS AND VIDEOS AND TEXT THAT REALLY BUILT OUT THEIR WEB SITE. SO IT'S REALLY CREATED THIS LOCAL FENCE OF IDENTITY THAT WE'RE A MUSIC TOWN.

JUST AS A REMINDER, IT WASN'T THAT LONG AGO THAT THEY DID THIS. WE WERE ACTUALLY WORKING WITH THE STATE OF NORTH CAROLINA AND IT WAS ONE CITY THAT I REALLY WAS EXCITED TO STUDY AND KIND OF OFLEARNED A LITTLE BIT MORE ABOT THEIR PROCESS LOCALS REALLY UNDERSTOOD AND APPRECIATED THE MUSIC HISTORY AND THE CURRENT MUSIC THAT WAS BEING CREATED THERE AND REALLY TO SHOWCASING THE DIVERSITY AND FROM INSIDE OF ASHVILLE IT REALLY RADIATED OUT AS THAT REPUTATION OF A MUSIC CITY. SO THE WEB SITE REALLY HAS BECOME ENFORCEMENT OF THAT IDEA SO WHEN YOU ARE A TOURIST OR LOCAL YOU CHECK OUT THAT QUIBT. YOU SEE WHAT THEY DO FOR THE COMMUNITY AND EXPERIENCE IT AS WELL AS WHAT RESOURCES ARE OUT

THERE. >> THAT WEB SITE, ASHVILLEMUSIC.COM, WHAT IS THE ACTUAL WEB SITE?

>> LET ME GET IT FOR YOU. IT'S FROM THEIR TOURISM OFFICE AND IT'S ACTUALLY JUST -- IS IT PROFIT APPROPRIATE IF I PUT IT N THE -- I GUESS THERE'S NO CHAT. IT'S EXPLOREASHVILLE.COM.

IT'S IN THERE. >> MICHAEL THANK YOU.

I HAVE A QUESTION FOR THE CONSULTANT AS WELL.

FIRST THANK YOU AND THANKS FOR BEING WITH US TODAY.

I KNOW WHEN THIS WAS COMMISSIONED IT WAS ONUMBER OF YEARS AGO AND SINCE THEN THERE'S BEEN A LOT OF CHANGE IN OUR COUNTY. HAS THERE -- HAVE YOU BEEN IN CONTACT WITH SOME OF OUR KINDERGARTENER CURRENT -- THE NEW PERSON AT THE CULTURAL COUNCIL, DO YOU HAVE RECOMMENDATIONS HOW TO MELD AND MERGE SOME OF THE RECOMMENDATIONS IN HERE WITH ONGOING EFFORTS THAT -- AND STRATEGIES THAT THESE ORGANIZATIONS ARE ALSO CURRENTLY WORKING ON? SO THAT THERE'S MORE TO THE GREATEST EXTENT POSSIBLE FABULOUS COORDINATION?

>> YES, WE HAVE BEEN AWARE OF THOSE EFFORTS FROM THE BEGINNING EVERYTHING KIND OF GOT PUSHED BACK.

SO THE GOOD NEWS IS THAT NONE OF THIS WAS ACTUALLY FINALIZED UNTIL WE WERE AWARE OF WHAT WAS HAPPENING UP UNTIL THE SECOND HALF OF 2020. AND SO THAT STUFF IS DEFINITELY EVIDENT IN THE WORK, COULD THERE BE MORE AND SHOULD THERE BE MORE CHANGES TO THIS, AS THE -- YOU KNOW THESE OTHER PLANS TAKE SHAPE? ABSOLUTELY.

SHOULD THERE BE BETTER COLLABORATION, FOR SURE.

I THINK THESE RECOMMENDATIONS ARE REALLY MEANT TO BE A STARTING PLACE FOR CONVERSATIONS ON HOW OF THOSE CAN DOVETAIL MORE NICELY AND MORE EFFICIENTLY SO THAT WE AVOID DUPLICATION, THAT WE WORK SMARDER NOT HARDER ON HOW TO IMPLEMENT THESE.

>> THANK YOU. >> I DO HAVE A QUESTION FOR THE CONSULTANT. ONE OF YOUR RECOMMENDATIONS WAS TO CREATE AN AGENT OF CHANGE POLICY.

COULD YOU FAIL WHAT THAT IS A DA LITTLE BIT MORE? I'M NOT QUITE CLEAR WHAT THAT MEANS.

>> SURE, IT WOULD BE AN ARE ONS ORDINANCE THAT WOULD BE ADOPTED, IF A DEVELOPMENT GOES UP NEXT TO A VENUE IT PUTS THE RESPONSIBILITY ON THE DEVELOPER TO SOUNDPROOF.

AND SO THAT THE VENUE CAN STILL COORDINATE WITH ALL THESE NEW RESIDENTS. IN ST. JOHNS COUNTY IT WOULD NEED TO BE FIGURED OUT WITH THE LEGAL TEAM AND YOUR PLANNING DEPARTMENT. BUT REALLY IT'S USUALLY CHEAPER FOR DEVELOPER TO ACTUALLY SOUNDPROOF THE VENUE THAN IT IS FOR THEM OSOUNDPROOF THE ENTIRE NEW BUILDING BUT IN EACH CASE IT'S DIFFERENT. IT'S REALLY JUST A PROTECTION IN PLACE FOR THE VENUE. A LOT OF TIMES WE HAVE SEEN THAT THERE'S JUST GOOD COLLABORATION BETWEEN THE VENUE OWNER AND THE

[00:40:03]

WE SUGGEST THIS AGENT OF CHANGE. >> VERY GOOD THANK YOU.

>> THANK YOU, ARE THERE ANY MORE QUESTIONS OR COMMENTS?

>> MICHAEL, MR. CHAIRMAN, I WAITED UNTIL THE END OF THE PRESENTATION BECAUSE I REALLY DON'T WANT THIS COMMENT TO REFLECT ON THIS PARTICULAR STUDY.

BUT I'VE BROUGHT THIS UP IN THE PAST AND THAT IS THAT WE HAVE DONE A NUMBER OF STUDIES, THE TDC, OVER MY PERIOD OF SERVICE.

AND I CAN'T REMEMBER ANY SUBSTANTIAL RESULT RESULTING FROM ANY OF THOSE STUDIES RESULTING IN ACTION.

MR. FINNEGAN BROUGHT UP THE STUDY, THAT IS, I DON'T THINK WE OUGHT TO BE DOING STUDIES UNLESS THERE IS A CLEAR PATH TO FUNDINGS THOSE STUDIES WHEN WE ARE DONE.

STUDIES ARE EXPENSIVE, PROBABLY EARNED, I'M NOT SAYING THAT I OBJECT TO THAT. BUT I DO OBJECT TO US REPEATEDLY HAVING THESE STUDIES AND THEN WE COME BY AND SAY LOOK WE JUST DON'T HAVE THE RESOURCES TO DO ANY OF THIS.

I THINK WE HAD THIS MR. WAL DON, WALDRON,WE HAD THIS ONCE BEFORT WAS RELATED TO OUTDOOR ACTIVITIES AND --

>> WE HAD THE ONE DOWNSTAIRS. >> THE ONE ABOUT VOLLEYBALL AND WE DIDN'T DO THAT. I'M SORRY IF IT REFLECTS ON THIS PARTICULAR STUDY BUT I THINK WE AS A GROUP WE OUGHT TO SAY THAT IN THE FUTURE IF WE'RE GOING TO DO THESE STUDIES AND I THINK WE'RE KIND OF DESTINED TO DO THESE STUDIES, THAT WE HAVE DO EXACTLY HAVE A REVENUE SOURCE PLANNED WHEN WE DO THE STUDY.

BECAUSE OTHERWISE, IF WE JUST SCHEME TSEEM TO DO THEM, THEY GO ASHELF, VALUABLE, YES, DONE, NO. JUST THAT COMMENT.

>> THANK YOU. >> SO IF I CAN MAKE A QUICK KIND OF COMMENT ON THAT. I THINK THAT ONE OF THE THINGS THAT WE'VE DONE FOR THESE PRIOR STUDIES IS TO GIVE US AN IDEA OF THE SENSE OF COST. SO WHEN WE LOOKED AT THAT SPORTS TOURISM STUDY THERE WAS A HOPE THAT WE HAD A SIGNIFICANT AMOUNT OF SMALL IMPROVEMENTS THAT COULD BE MADE THAT WOULD ALLOW US TO GROW TOWARDS SPORTS TOURISM IN A SUBSTANTIAL WAY.

UNFORTUNATELY, WE DIDN'T SEE THAT.

THE SPORTS TOURISM STUDY CAME BACK AND SAID WE NEEDED A LARGE CAPITAL INVESTMENT BUT WE HAD SOME LOW HANGING FRUIT WHICH WE ARE LOOKING TOWARDS PURSUING BUT WE NEEDED A SIGNIFICANT CAPITAL INVESTMENT FOR THAT. WHEN WE EMBARKED ON THE PERFORMING ARTS NEVER, WE KNEW THAT WOULD COME BACK AND SAID WE NEEDED A GAJTD CAPITAL INVESTMENT FOR.

WE DIDN'T HAVE A CONCEPT OF WHAT THAT WOULD MEAN, WAS ITS $5 MILLION OR $80 MILLION. THIS ONE, CAME BACK WITH SUGGESTIONS AND RECOMMENDATIONS, THAT ARE REALLY LOW COST TO AGAIN QUOTE UNQUOTE FREE. AND I THINK THAT'S A REALLY GREAT THING AND ITHINK OF THE TDC STUDIES WE HAVE DONE SINCE COMPLETING OUR STRATEGIC PLAN BACK IN 2017, THAT THIS HAS BUN WE'LL BE ABLE TO WORK WITH THE CULTURAL EVENTS TEAMING, AS WELL EVENTS TEAM, JUST SOEVERYBODY KG AWAY AT THE SPORTS TOURISM AS OPPORTUNITIES COME. IT IS A HELPFUL STUDY TO HAVE BECAUSE WE HAVE AREAS FOR PRIORITY FOR GROWTH INDUSTRIES IN THE SPORTS FIELD. AND THEN ARTS AND CULTURE, THE PERFORMING ARTS CENTER, WE WERE LOOKING TO PURSUE A SECOND PHASE OF THAT USING TDC FUNDS AND THAT GOT DERAILED LAST YEAR WHEN WE STOPPED ALL EXPENDITURES BECAUSE OF REDUCED FEES FROM COVID.

WE'LL BE PICKING UP PHASE 2 IN FISCAL YEAR 2022 WHICH WILL START OCTOBER 1 OF THIS YEAR, SOMETHING KIND OF ADDITIONAL WORK ON THAT PROJECT COME BEFORE YOU GUYS HERE IN THE FUTURE.

>> MR. CHAIRMAN, I WANT TO ACKNOWLEDGE THAT A MRS. MEEKS IS DIRECTED TO MAKE THESE STUDIES IN OUR STRATEGIC PLAN, IT IS NOT OPTIONAL FOR HER. BUT IN THE FUTURE I'M GOING TO BRING THIS UP AGAIN. THESE ARE TIMES WHEN THERE'S NOT A LOT OF MONEY SO IT'S HARD. BUT EVEN IN TIMES WHEN THERE IS

[00:45:03]

IT'S NOT TOURIST DOING. >> MICHAEL?

DO YOU HAVE A COMMENT? >> THE SOLUTION IN PRACTICAL TERMS IS BEFORE WE AGREE TO SPEND $150,000 ON A STUDY LIKE THIS WE HAVE TO HAVE A SERNG AMOUNT OF MONEY EARMARKED FOR WHATEVER COMES BACK FROM THE STUDY.

LIKE DPRI FOR INSTANCE IF WE SPD THE $150 WE SHOULD HAVE SOME SET ASIDE. WE ACTUALLY HAVE IT ALREADY

THERE. >> THAT'S DIFFICULT, AND OF COURSE WE'RE NOT GOING TO KNOW THE RESULT OF THE STUDY BEFORE WE DO THE STUDY. BUT I THINK THAT WE CAN AT LEAST SAY THAT HERE'S THE PATH TO GETTING THE MONEY TO DO IT.

HERE, WHEN WE SAY, YOU KNOW, WHERE IS ANY OF THIS MONEY GOING TO COME FROM, WE DON'T KNOW. WE'RE JUST NOT PREPARED TO ANSWER THAT. I THINK WE CAN GET CLOSER.

I'M NOT SAYING WE HAVE TO BE RIGID ON THIS.

I'M JUST SAYING WE HAVE DONE LOTS OF STUDY AND I DON'T SEE ANY ACTION TAKEN AFTERWARDS AND THAT'S A LOT OF EXPENSE.

SO YES, YOU'RE RIGHT. I THINK AS YOU SUGGEST, THAT WE CAN'T KNOW WHAT THE FUTURE IS BEFORE WE DO THE STUDY.

BUT I THINK WE, AS IN THE FEDERAL MODEL, THEY DON'T KNOW WHAT THESE -- WHAT THESE THINGS ARE GOING TO COST BUT THEY DO SAY HERE IS THE PATH TO GETTING THERE.

THAT'S ALL. >> AND THAT WILL BE A WONDERFUL TRANSITION INTO OUR NEXT CONVERSATION WHICH IS GOING TO BE WE HAVE A GREAT POTENTIAL SOURCE OF REVENUE COMING UP SO I THINK WE'RE GOING TO SOLVE THAT PROBLEM HOPEFULLY TONIGHT.

>> ALL RIGHT. >> WHY DON'T I MAKE ONE, I'M SORRY MR. CHAIRMAN JUST ONE COMMENT.

I THINK DANNY'S RIGHT IN THE FACT THAT WE HAVE TO BE WILLING TO IMPLEMENT THE STUDY. THERE ARE SOME THINGS THAT ARE PRETTY EASY TO IMPLEMENT, I THINK STAFF CAN DO IT, THERE ARE THINGS THAT AREN'T VERY VIABLE FOR OUR AREA.

YOU'RE NOT GOING TO GO DOWJT AND GET A HALF A CITY BLOCK WHICH IS WHAT SOME OF THIS STUFF WILL BE. SAME THING YET A CULTURAL STUDY HAD US BUILDING THE THING ON THE BAY FRONT.YOU CAN IMAGINE WHAT THAT COST WOULD BE, TO BUY A CITY BUILDING ON THE BAY FRONT.

THAT'S WHAT I LOOK IN THE STUDY WHAT WE CAN ACTUALLY DO AND IMPLEMENT, NOT A WISH LIST, WE CAN ALL MAKE A WISH LIST.

THERE ARE SOME THINGS THAT CAN BE DONE HERE VERY EASILY.

THERE ARE SOME THINGS I COULD QUESTION, VICE COMAIR, I THOUGHT FRANCIS FIELD WAS MORE TRAFFIC ORIENTED THAN NOISE ORIENTED, STOPPING SOME OF THE EVENTS. LARGE EVENT THAT IS NOT GOING FOB IN THE NEIGHBORHOOD PER SE, THEY DON'T HAVE ENOUGH LAND SPACE NEITHER DOES THE CITY AND IF WE COULD PUT SOMETHING LIKE OUT IN THE FAIRGROUNDS THAT'S A GREAT IMPLEMENTATION, I THINK WE'RE DOING A STUDY ON THAT CORRECT TARA ON AWAY HAD A USES

WOOU COULD BE DONE OUT THERE. >> YES, THIS BODY ALSO APPROVED A FAIRGROUNDS MASTER PLAN STUDY A COUPLE OF YEARS AGO AND WHAT WE DID FOR THAT FIRST STEP WAS SOIL SAMPLING.

WE DID A PHASE 1 SOIL SAMPLING. WE FOUND OUT THERE WAS SOME SOIL CONTAMINATION OUT THERE, WHICH WE KNEW, IT WASN'T AS BAD AS IT MIGHT BE. WE FUNDED A GRANT FOR A SOILS SAMPLING STUDY, WE WERE FOUND NOT TO BE APPROVED FOR THAT STUDY. WE'LL MOVE FORWARD WITH THE PHASE 2 PLAN WHICH HAS A REMEDIATION COMPONENT TO CLEAN UP THE SOILS, MOVING FORWARD WITH THAT.

>> WE DO HAVE ECONOMIC INCENTIVES FOR BUSINESSES, SO PRIVATE ENTRY WANT TO MOVE MUSIC INTO THE COUNTY LIKE RECORDING AND ALL WE COULD CERTAINLY WORK WITH THEM ON THAT.

WHAT I HEAR, AFFORDABLE HOUSING WE'RE TRYING TO WORK ON THAT, THAT'S VERY TOUGH IN OUR COUNTY, HOWEVER YOU CAN'T LIMIT THAT TO ARTISTS, OR ANYBODY, THAT'S AGAINST FEDERAL LAW BUT YOU CAN'T DISCRIMINATE FOR ANYTHING WITH HOUSING.

BUT THERE ARE SOME THINGS IN HERE THAT I REALLY LIKE THAT WE COULD FRY TO IMPLEMENT AND STAFF BRINGS IT UP, CERTAINLY WE'LL

LOOK AT IT. >> JOE.

>> IS IT REASONABLE TO REQUEST THAT ON FUTURE AGENDAS WE HAVE AN UPDATE OR A REPORT FROM STAFF AS TO WHAT'S HAPPENING, WHAT

[00:50:02]

>> TARA IS THAT SOMETHING CAN YOU SPEAK TO?

>> YES, THAT'S FINE, WE CAN GIVE A PERIODIC UPPED ON PROGRESS

>> I THINK TROY BLEVINS AND TARA WERE THE LEADS ON THAT, TO PURSUE THE TOURISM, NOW THAT I LOOK AT THE MINUTES I DIDN'T SEE IT IN THE MINUTES. IT'S PROBABLY THERE AND I JUST OVERLOOKED IT. THAT'S THE KIND OF THING THAT WE DID. WE TALKED ABOUT THE STUDIES.

WE CREATED AN ENTITY TO PURSUE IT THAT WOULD SEEM REASONABLE THAT THAT BE ON AN AGENDA THAT WE KEEP UP WITH WHAT'S GOING ON IN THAT AREA. MAYBE WE ARE AND I'M JUST

OVERLOOKING IT. >> SO THE SPORTS DISCUSSION FOR THE SPORTS COMMISSION WAS ACTUALLY TWO MEETINGS AGO, IT'S NOT ON THE MARCH MEETING, THE FEBRUARY MEETING AND WE WILL PROVIDE OYOU ALL, WE HAD A MEETING, LAST MEETING AND THIS MEETING WITH THE NEXT DISCUSSION IS PRETTY FULL BUT WHETHER WE

[8. TDT 5th CENT DISCUSSION AND RECOMMENDATION]

>> TARA IT'S HARD TO REMEMBER WHAT TOOK PLACE YESTERDAY, LET ALONE LAST MONTH OR TWO MONTHS AGO.

>> ANY OTHER QUESTIONS OR COMMENTS? ALL RIGHT LET'S MOVE ON TO THE TDT 5TH CENT DISCUSSION AND RECOMMENDATION, PRESENTATION WILL BE BY TARA AND PUBLIC COMMENT FOLLOWING TARA'S PRESENTATION.

>> OKAY, SO WE ARE, WE DID DISCUSS LAST MONTH AT THE TIME MARCH MEETING THE 5TH CENT AND WE HAVE IT ON THE AGENDA AGAIN TODAY TO CONTINUE THE DISCUSSION THAT WE STARTED LAST T DFORTC MEETING. AS A REMINDER WE ARE TAKING THIS UP AS A BODY BECAUSE THE BOARD ASKED US TO DO SO.ONERS HAS- THEY DID ASK THE TDC GIVE A RECOMMENDATION, HOW THAT SHOULD BE UTILIZED. AND I JUST INCLUDED AGAIN THIS IS THE SAME SLIDE FROM LAST MONTH, IT'S JUST A REMINDER THAT THE COUNTY DOES LEVY TAX UNDER FLORIDA STATUTE AND THAT WE ARE CURRENTLY ELIGIBLE FOR FIVE CENTS HERE IN ST. JOHNS COUNTY.

WE LEVY FOUR, SOME COUNTIES ARE ELIGIBLE FOR UP TO SIX.

WE ARE NOT ELIGIBLE FOR THAT ADDITIONAL 6TH AT THIS TIME.

THE WE DO HAVE TO UPDATE OUR TOURIST DEVELOPMENT PLAN WHICH IS THE COUNTY'S ORDINANCE. AND THAT ANOTHE ALTHOUGH WE DO E SOME GUIDANCE WE DO HAVE A GOOD AMOUNT OF FLEXIBILITY AS TO HOW WE MOVE FORWARD AS WELL. SO JUST AS A REMINDER.

WE HAVE FIVE CATEGORIES FOR TOURIST DEVELOPMENT TAX AND HERE WHAT YOU SEE IS THE CATEGORIES, THE NAME OF THE CATEGORY AND THE PERCENTAGE OF PENNIES THAT ARE ALLOCATED TO EACH OF THOSE FIVE CATEGORIES. AND AFTER WE LOOKED AT THIS LAST MEETING THERE WERE SOME RECOMMENDATIONS MADE BY THE TDC FOR HOW TO MODIFY OUR PLAN. THE FIRST RECOMMENDATION WAS TO MODIFY THAT CATEGORY 5 WHICH IS CURRENTLY CALLED TOURISM ASSETS TO MAKE THAT CATEGORY A LITTLE BIT MORE SPECIFIC.

SO THAT IT ENTAILS ALL THINGS THAT ARE BEACH, BEACH EXPENDITURES WHETHER IT'S IF RENOURISHMENT OF THOSE BEACHES, THE OPERATION AND MAINTENANCE OF THOSE BEACHES, ANY CAPITAL EXPENDITURES RELATED TO OUR BEACHES, THE IDEA WAS THAT WE WOULD BE EFFECTIVELY CAPTURING ALL OUR EXPENSES OUT OF ONE CATEGORY. AS A REMINDER WE ARE PAYING FOR THOSE TYPES OF EXPENSES OUT OF CATEGORY 3 WHICH IS LEISURE AND RECREATION AND CATEGORY 5 WHICH IS TOURISM ASSETS.

THE SECOND SUGGESTION FROM THIS BODY WAS THAT THE LEISURE AND RECREATION DEFINITION BE MODIFIED TO REMOVE THAT LANGUAGE THAT REFERENCES BEACH AND BEACH RELATED SERVICES AND FUNCTIONS

[00:55:01]

THE FINAL RECOMMENDATION MADE WAS TO MODIFY CATEGORY 4 WHICH IS ADMIN AND SPECIAL USES TO CLARIFY IN THAT DEFINITION THAT EXPENDITURES FROM THAT CATEGORY WOULD INCLUDE MAKING IMPROVEMENTS TO THINGS LIKE PARKING AND TRANSPORTATION EITHER IMPROVEMENTS OR MANAGEMENT ACTIVITIES.

DURING OUR LAST MEETING THE TDC ALSO REQUESTED THAT THE VCB SOLICIT SOME INPUT, ON LYES AN ADDITIONAL CENT.

THEY SENT OUT A SURVEY AND THEY REPORTED BACK THERE WAS A SET OF TABLES THAT WAS SENT WITH MY UPDATE AMELIORATE, THEY HAD SOME PIE GRAPHS ON THEM JUST KIND OF TO SUM UP WHAT WAS SAID IN THAT, THERE WAS MORE INFORMATION PROVIDED THAN WHAT I PUT HERE ON THE SCREEN BUT OVERALL 76% OF THE VCA PARTNERS WHO WERE SURVEYED SAID THEY WERE SUPPORTIVE OF CREDIT LEVYING THE ADDITIONAL FIFTH SENT. ADDITIONAL FUNDS TO GO TO EITHER SHUTTLES OR PARKING AND PARKING AND THEN THE RESPONDENTS WHO WERE NOT SUPPORTIVE OF THE FIFTH CENT STATED AS THEIR PRIMARY REASONS FOR NOT BEING SUPPORTIVE EITHER BEING OPPOSED TO ALL TAX INCREASES IN GENERAL OR FEELING THAT NOW IS NOT THE TIME IN AN UNCERTAIN ECONOMY. ADDITIONALLY, THE CITY OF ST ST.

AUGUSTINE WERE REQU REQUESTING T THE COUNTY FUND AN INDEPENDENT INVESTIGATION, TO ACCOMMODATE PEAK TOURISM PERIODS WITH RECURRING FUNDING ALLOCATED TO SUPPORT THE MASTER PLAN.

SO I AM IMPACT HERE BEFORE YOU TODAY WITH THOSE SAME QUESTIONS TO CONSIDER. THOSE QUESTIONS ARE: SHOULD THE COUNTY LEVY THAT FIFTH CENT OF TOURISM DEVELOPMENT TAX AND IF SO HOW SHOULD THE ADDITIONAL REVENUE FROM THAT FIFTH CENT BE ALLOCATED. AND JUST KIND OF SOME REAL HIGH LEVEL THINGS TO CONSIDER IS YOU COULD EITHER SUGGEST THAT THE REVENUE IS EVENLY DISTRIBUTED ACROSS ALL CATEGORIES, THE T DMPTC COULD PRIORITIZE CERTAIN CATEGORIES FOR ALLOCATION, OR ADDITIONAL REVENUES SHOULD ONLY BE ALLOCATED TO THESE CATEGORIES. JUST KIND OF THAT HIGH LEVEL WAY TO THINK ABOUT IT AND THAT IS MY PRESENTATION.

AND I'M HAPPY TO ANSWER ANY QUESTIONS OR ASSIST IN ANY WAY

THAT I CAN. >> TATARA, WAS IT EVERYBODY?

>> MY UNDERSTANDING FROM WHAT WAS SUBMITTED BY THE VCB SURVEYED ITS MEMBERS ON THE SUBJECT OF INCREASING THE LOCAL OPTION TOURISM DEVELOPMENT TAX TO 5 CENTS FROM 4 CENTS.

MY UNDERSTANDING IT IS THE VCB MEMBERSHIP AWHOLE NOT

SPECIFICALLY THE ACCOMMODATIONS. >> DO WE HAVE A BREAKDOWN ON WHAT ACCOMMODATIONS WERE ON IT? DO YOU MIND SHARING?

ING. >> RICHARD, YOU'RE GOING TO NEED

TO TALK INTO THE MIC. >> I APOLOGIZE.

RICHARD GOLDMAN. WE DID BREAK THAT OUT, COMMISSIONER WALDRON. IT'S IN A DATA CHART AND IT'S NOT THE PRETTY PIE CHARTS THAT YOU'VE BEEN SHOWN HERE.

I CAN PULL IT UP ON MY LAPTOP. >> TARA DISTRIBUTED THAT TO US, IT WAS A THREE-PAGER. IT INCLUDES RESTAURANTS, RETAIL ATTRACTIONS PARTNERS AND LODGER. I THINK THE COMMISSIONER'S QUESTION IS OF THE LODGING PARTNERS --

>> I WAS WONDERING WHAT THE BREAKDOWN WAS AT THE END.

>> I WAS TOO. >> RICHARD IF YOU COULD GET THAT FOR US, THAT WOULD BE GREAT. THANK YOU.

[01:00:16]

>> ANY OTHER QUESTIONS FOR TARA ABOUT HER PRESENTATION?

>> I DO, I SEE KIND OF THREE, TWO THERE, HOW ADDITIONAL FUNDS COULD BE ALLOCATED, THERE ARE THREE POSSIBILITIES.

I'D LIKE TO SUGGEST THERE IS ALSO A FOURTH AND THAT IS --

>> DANNY, I CAN'T HEAR YOU. I'M SORRY.

>> I'D LIKE TO SUGGEST THERE IS A FOURTH POTENTIAL POSSIBILITY, CATEGORY, AND THAT IS NOT TO CALCULATE THE ALLOCATION HERE BUT TO SEND IT BACK TO THE VCC AND THAT IS BECAUSE IT IS SUCH A COMPLEX MATTER TO MAKE THIS ALLOCATION, I THINK THEY'RE PROBABLY IN A BETTER POSITION. WHILE I THINK THE FIFTH CENT I'M GOING TO VOTE FOR THE FIFTH CENT BUT I'M MORE CONCERNED WITH THE ALLOCATION, SO I'D LIKE TO SAY THERE IS A FOURTH POSSIBLE CATEGORY AND THAT'S JUST THAT WE DON'T ALLOCATE.

>> DANNY THANK YOU. DO YOU HAVE A QUESTION?

JUDGE I DON'T. >> I DO.

TARA WHEN YOU CAME TO THE CITY COMMISSION AND HELPED US ANSWER QUESTIONS, TECHNICAL QUESTIONS YOU PROVIDED SOME INFORMATION THAT I THOUGHT WAS VERY HELPFUL TO ME, AND COMPARES SIMILARLY WITH THE COMPARATIVE ANALYSIS THAT YOU GAVE US ON OTHER COASTAL COUNTIES AND THEIR ALLOCATIONS, ONE OF THE THINGS THAT YOU PROVIDED WAS A NAME WITH THE ELIGIBLE TAX RATE, THE CURRENT TAX RATE, THE COLLECTED REVENUES AND THE USE AND YOU BROKE IT DOWN BY PERCENTAGES. SO I WOULD ASK YOU TO IF YOU DON'T MIND, IF YOU WOULD PROVIDE JUST FOR FRAME OF REFERENCE, HOW WE -- WHAT PERCENTAGES EACH CATEGORY IS ALLOTTED UNDER THE CURRENT SCENARO. AND I HAVE NOTICES NUMBERS, IF YOU WANT TO PUT THEM ON THE SCREEN.

BUT I THINK IT MIGHT HELP MY FELLOW MEMBERS GET A PICTURE OF

THE DISTRIBUTION. >> YES.

SO I HAVE SOMETHING SORT OF LIKE THAT IN MY POWERPOINT COLLIDE.

I'LL PULL THAT UP ONCE RICHARD GOES OVER HIS SURVEY RESULTS

WITH US. >> I APOLOGIZE FOR THE SIZE OF THIS. WE DID UNDERSTAND IT WAS ALL PARTNERS BUT WE CRIECHED THEM. CHARACTERIZED ACCESSOR WE DEFID THEM. (INAUDIBLE) 2646% FAVORABLE, 54% NOT IN FAVOR, BREAKDOWNS -- SORRY LET ME DO THAT.

TURN IT OVER HERE SO I CAN SEE -- SO THE BREAKDOWN AS TO REASONS NOT TO SUPPORT, 23% OF THOSE -- SORRY OF THOSE WHO DID NOT SUPPORT, DID NOT SUPPORT BECAUSE OF NOT SUPPORTING ANY INCREASED TAX. 3% THOUGHT THAT THEIR CUSTOMERS WOULD RESIST PAYING THE TAX AND 7 OF THEM OR HALF, SORRY A LITTLE MORE THAN HALF SAID THAT THEY FELT IN THIS ECONOMY IT WAS NOT A TIME TO INCREASE THE TAX. OF THOSE WHO DID SUPPORT IT, PRACTICALLY ALL OF THEM FELT IT SHOULD BE SPENT ON MARKETING TO SUPPORT THE DESTINATION. WE ASKED FOR A MARKETING OR, SEASONALLY SUPPORT AT THE END, IF THE SUPPORT TO INCREASE DID NOT GO TO MARKETING WOULD YOU STILL SUPPORT IT? AND YOU SEE WHAT THEIR RESPONSES ARE THERE.

>> OKAY, THANK YOU, VERY GOOD. ANY OTHER QUESTIONS FOR TARA?

MIKE. >> IF THE 14 OR OF THE 26 LODGING PARTNERS, THE STISKS ARE STATISTICSARE ALWAYS A LITTLE BT

[01:05:03]

LAST TIME YOU WERE HERE YOU READ INTO THE RECORD THAT TODD HICKEY HAD RECOMMENDED THE FIFTH CENT AND WHERE THAT MONEY BE SPENT.

OF THE 26, WHAT PERCENTAGE OF THE 46%, THE 12 PARTNERS THAT SUPPORT THE INCREASE, WHAT PERCENTAGE OF THE REVENUE DO YOU THINK IS COLLECTED FROM THE PEOPLE WHO ACTUALLY SUPPORT IT? WOULD YOU HAVE ANY SENSE OF THAT?

>> I DON'T. I'D HAVE TO GO BACK AND LOOK AT THE DATA. WE DID AND ANOMAATIZE THE DATA.

AND I WAS TOLD IT COULD BE EXTRACTED.

SO WE COULD TELL WHO SUPPORTED WHAT.

>> IF THEY REPRESENT 78% OF THE REVENUE COLLECTED TO ME THAT WOULD BE INTERESTING TO KNOW RIGHT? OF THE 14 THAT ARE OPPOSED TO IT ONLY REPRESENT 20% OF THE REVENUE THAT'S COLLECTED I THINK THERE IS SOME COLOR THAT NEEDS TO BE CREATED AROUND THAT SOME CONTEXT, BECAUSE I THINK SOMETIMES THAT NOT THAT EVERYONE DOESN'T HAVE AN EQUAL OPINION BUT CERTAINLY CERTAIN OPINIONS MAY MATTER A BIT MORE THAN OTHERS BASED ON THE SIZE OF THE ORGANIZATIONS, RIGHT, FOR INSTANCE THE PONTE VEDRA INTERCLUB, THE MARRIOTT, SOME OF THE LARGER GENERATORS OF THOSE PARTICULAR TAXES BEING COLLECTED ARE SUPPORTIVE AND THE LACK OF SUPORT ARE COMING FROM THE SUPERSMALL VENUES, IT COULD BE A BIT SKEWED IS WHAT I'M SAYING.

WOULD I LIKE A LITTLE MORE INSIGHT INTO THAT.

>> MR. WICKS, THE CHALLENGE THAT WE HAVE IS WHILE WE CAN DETERMINE SIZES OF THOSE PROPERTIES WE DON'T GET AND THE COUNTY TAX COLLECTOR DOES NOT SHARE EXACTLY HOW MUCH COMES FROM EACH ENTITY. THAT'S ESSENTIALLY I THINK A PRIVACY ISSUE. BUT IT'S POSSIBLE THAT THE TAX COLLECTOR'S OFFICE COULD IDENTIFY THEM AND PERHAPS CONNECT THEM. BUT IT'S A VERY INTERESTING

QUESTION. >> AS WELL NOT ALL LODGING

COMPLETED A SURVEY. >> HAD CLEARLY.

CLEARLY. YES, WE HAVE OVER 200

TRADITIONAL HOTELS. >> WE HAVE DEVELOPED 10% PARTICIPATION RATES SO THESE NUMBERS ARE TO ME --

>> EVEN LOWER THAN THAT. THERE ARE ONLY ONE OR TWO

VACATION RENTALS -- >> SUPERSMALL SAMPLE SIZE.

I WANTED TO CREATE THE CONTEXT, VERY SMALL SAMPLE SIZE.

>> IN TERMS OF THE TOTAL NUMBER OF VCB PARTNERS THE 81 ACROSS ALL CATEGORIES IS ALMOST 30% OF OUR MEMBERSHIP.

>> A RELATED QUESTION RICHARD, IS IT POSSIBLE FOR YOU TO DETERMINE OF THE 26 RESPONDEES, HOW MANY OF THOSE ARE SMALL, INDEPENDENT PROPERTIES, AND HOW MANY OF THOSE ARE FLAG PROPERTIES? AND I'M NOT ASKING YOU TO TELL ME OFF THE TOP OF YOUR HEAD. BUT IS THAT SOMETHING YOU COULD

DO? >> WE COULD HONOR THE ANONYMOUS SPOTRESPONSES. I COULD SEE IF WE COULD GET SIZE, INQUIRE OF THE TAX EARTHQUAKE CL, MAYBE IT'S A PRIVACY THING, BUT MAYBE REGINA COULD TALK TO THAT.

>> THERE ARE CERTAIN IMEPTIONS BUT WHO SUBMITTED WHAT IS NOT WITHIN THAT EXEMPTION. SO IF YOU ARE ASKING FOR WHO PAID WHAT, I THINK THAT INFORMATION IS PUBLIC RECORD.

>> OKAY. OKAY.

AND THEN THE OTHER ITEM WAS WHAT YOU JUST REQUESTED OF ME.

BECAUSE I WANT TO MAKE SURE I GET IT RIGHT BECAUSE I GUESS I

DIDN'T DO COLLECTORS LAST TIME. >> THE INDEPENDENT PROPERTIES

VERSUS -- >> YES.

INDEPENDENT. >> AND THE REASON, I SAY THIS AT ALL THE MEETINGS, IS THAT ALL THE SMALL BUSINESSES WHETHER THEY ARE LODGING BUSINESSES ATTRACTIONS, ALL THE SMALL BUSINESSES IN ST. JOHNS COUNTY ALMOST ALL DEPEND ENTIRELY ON THE MARKETING DONE BY THE VCB. WE THE SMALL OWNERS DO NOT HAVE A BUDGET BUDGET OF ANY SIZE. WE DO NOT HAVE A NATIONAL CORPORATION LIKE MARRIOTT OR HILTON MARKETING OUR PROPERTY.

WE DEPEND ON WHAT THE VCB DOES AND THAT'S A SIGNIFICANT NUMBER OF THE SMALL BUSINESSES INVOLVED IN TOURISM IN ST. JOHNS COUNTY.

>> THANK YOU JOE. VICE MAYOR DID YOU HAVE A -- I

[01:10:06]

APOLOGIZE. >> NO, I JUST NOTICED THAT MS. MS. MEEKS PUT UP THE ITEM IT REQUESTED.

I THINK ONE QUESTION WE'RE GOING TO NEED TO ASK, I GUESS YOU'RE WAITING FOR PUBLIC COMMENT BUT THINGS LIKE WE WOULD WANT TO ESTABLISH WHETHER WE'RE GOING TO OFFER AS WE GO THROUGH THAT QUESTION, WE HAVE A QUESTION NUMBER 1 AND QUESTION NUMBER 2, AS WE GO THROUGH QUESTION NUMBER 2 AND TRY TO DECIDE WHAT SHOULD BE ALLOCATED TO WHAT, WE'LL NEED TO DECIDE WHETHER WE'RE GOING TO DO THAT UNDER THE SCENARIO THAT WE PRESENTED AT THE LAST MEETING, WITH THOSE CHANGES TO CATEGORIES.

THAT'S JUST AN OBSERVATION. I'LL BE QUIET NOW.

>> THANK YOU, ANYBODY HAVE ANY OTHER COMMENTS?

>> WHAT I PULLED UP ON THE SCREEN WAS, IS THE CHART THAT SHOWS THE CATEGORIES, THE NAME OF THE CATEGORIES, THE PENNY ALLOCATION AND THEN OVERALL WHAT PERCENTAGE OF THE FOUR CENTS THAT EACH OF THOSE CATEGORY RECEIVES, JUST AS A REMINDER GOING INTO THIS NEXT FISCAL YEAR, FISCAL YEAR 22, THE COUNTY IS TENTATIVELY ESTIMATING THAT EACH PENNY WILL BE WORTH $3

MILLION. >> THANK YOU.

PUBLIC COMMENT NOW, WE DO HAVE ONE ON THE PHONE, I BELIEVE, JOE. I DON'T KNOW WHICH ONE --

>> COULD WE TAKE THE ONE ON THE PHONE PLEASE? THEY'VE BEEN WAITING FOR A WHILE.

>> LET'S TAKE THE PHONE FIRST. >> LITTLE MAGIC HAPPENS.

>> THANK YOU FOR JOINING US THIS AFTERNOON.

WE'RE TAKING PUBLIC CHOCOLATE COMMENTABOUT THE LOVING OF THE H

CENT. >> I APPRECIATE THE OPPORTUNITY TO PROVIDE COMMENT ON THIS FIFTH CENT.

AS YOU MENTIONED IN YOUR PRESENTATION, THE MAYOR OF OUR CITY PROVIDED A LETTER WITH REGARD TO THIS DISPOSITION OF THIS FIFTH CENT TO THE ST. JOHNS COUNTY BOARD OF COUNTY COMMISSIONERS ON APRIL 6TH AND REQUESTING THAT ONE HALF OF THAT FIFTH CENT GO TO BASICALLY A MASTER PLAN FOR MOBILITY AND OUR MOBILITY CHALLENGES. FROM THE MONTHS OF FEBRUARY ALL THE WAY INTO APRIL, ANYBODY WHO'S DRIVING AROUND TOWN HAS NOTED THAT TRAFFIC HAS BEEN REALLY AT A GRIDLOCK.

THIS AFFECTS THE QUALITY OF LIFE FOR OUR RESIDENTS AND OUR VISITORS, IT AFFECTS ECONOMIC PRODUCTIVITY AND IT CERTAINLY IS A NEGATIVE IMPACT ON THE TOURIST EXPERIENCE.

SO I WOULD REEMPHASIZE OUR REQUEST THAT ONE HALF OF THAT FIFTH CENT BE DIRECTED TOWARDS OUR MOBILITY CHALLENGES.

THANK YOU VERY MUCH FOR THE OPPORTUNITY.

>> PUBLIC COMMENT? CLEAR IT AND RESTART, GREAT.

>> I'M WAITING FOR THE CLOCK. BE PHIL MCDANIEL, 7 MILTON

STREET, ST. AUGUSTINE FLORIDA. >> WAIT MR. MCDANIEL, IF WE

COULD RESET THE CLOCK. >> YOU OKAY?

>> IT'S THE COUNT DOWN ON THERE. >> THANK YOU ALL VERY MUCH.

GOOD AFTERNOON, PHIL MCDANIEL 7 MILTON STREET, IS ST.

AUGUSTINE. OWNER OF TWO BUSINESS IN ST.

AUGUSTINE. EMPLOYER OF ROUGHLY 110 FEEKS HERE IN ST. JOHNS COUNTY PROUDLY.

I WOULD LIKE TO THANK YOU FOR THE WORK YOU DO.

THIS IS A DIFFICULT AND CHALLENGING TOPIC.

THERE ARE GOING TO BE A LOT OF WORTHY ORGANIZATIONS WHO ARE GOING TO WANT TO GET ACCESS TO THESE DOLLARS IF IT IS THE WILL

[01:15:04]

WHEN THE ORIGINAL TAXES WERE LEVIED GOING BACK ON MY COMPUTER, THESE FIRST CONVERSATIONS HAPPENED BACK IN 1986. THERE WERE TWO PENNIES THAT WERE LEVIED AND THEY RECOGNIZED IMPACT IN THE DAY THAT IT WAS THE ADVERTISING AND THE MARKETING THAT WAS GOING TO BE THE FUEL THAT WAS GOING TO CREATE THE BUSINESS THAT WAS THEN GOING TO ALLOW US TO DO THINGS WITH THESE DOLLARS, ITS INTENTION AT THE STATE IS TO ATTRACT TOURISTS TO THE DESTINATION, IT'S THE DEFINITION OF WHAT THE TDVC IS SUPPOSED TO DO AT ITS CORE. IN 1991 THERE WAS ANOTHER PENNY ADDED AND AT THAT POINT THE AMOUNT FOR ADVERTISING AND MARKETING WENT TO 44%. IN 2011 THERE WAS ANOTHER PENNY ALLOCATED, THAT ALSO KEPT THE ADVERTISING AND MARKET AT 45% OF THE TOTAL BUDGET. TWO YEARS AGO OR THREE YEARS AGO, WE HAD A DISCUSSION WITH THE HOMEOWNERS IN VELANO AND PONTE VEDRA AND WE NEEDED BEACH RENOURISHMENT, FIFTH PENNY LEVIED AT THAT TIME, THE COMMISSIONERS VOTED FOR THE REALLOCATION OF THE PLAN BUT DID NOT ALLOCATE ANY MORE MONEY FOR BED TAX. MARKETING DROPPED TO 38%.

WE'RE NOW AT A ALL TIME LOW AS FAR AS MARKETING AND ADVERTISING. BY THE WAY, IT IS THE CORE OF THE INVESTMENT IF YOU WILL. IF YOU GUYS HAVE ANY INVESTMENT ACCOUNTS THE MONEY YOU HAVE IS WHAT YOU GOT TO PROTECT AND GROW IN ORDER TO HAVE THE EXTRA MONEY TO SPEND ON DID THINGS YOU WANT.

I WANT TO ENCOURAGE YOU AS YOU CONSIDER ALL THE WORTHY REQUESTS, YOU ARE GOING TO HAVE THE CITY SEEKING MONEY FOR PARKING WHICH IS IMPORTANT AND WORTHWHILE TO BE CONSIDERED, YOU ARE GOING TO HAVE HOMEOWNERS SAYING WE NEED MORE MONEY FOR SAND IN OTHER PARTS OF THE COUNTY WHICH IS AGAIN PORT BUT IF WE DON'T LEAVE ENOUGH MONEY TO ALLOW THE DESTINATION TO BE MARKETED TO, TO HAVE PEOPLE COME HERE WE'LL HAVE FEWER HOTELS FILLED AT LOWER RATES. THOSE COLLECTIONS WILL DROP AND ALL IF MONEY THAT EVERYBODY ELSE IS LOOKING FOR WILL EITHER GROW SLOW REPLY OR REVERSE GROWTH. SO I ENCOURAGE YOU TO PROTECT AND MAINTAINED THE ADVERTISING AND MARKETING AS YOU CONSIDER

THIS CAREFULLY, THANK YOU. >> THANK YOU.

>> (INAUDIBLE) I NEED THE VIEW I WANT TO SHOW YOU SOME VIDEOS FOR MY THREE MINUTES. PLEASE.

>> ABSOLUTELY TARA CAN YOU ASSIST HER.

>> ARE WE THERE? OKAY I'D JUST LIKE TO SHOW YOU THAT THIS IS MEICHLERS WHICH IS PUBLIC ACCESS,ING THIS IS A NOR'EASTER THAT OCCURRED BACK IN SEPTEMBER OF 2020.

AS CAN YOU SEE THERE IS ZERO BEACH, EVERYBODY'S JUST STANDING THERE WATCHING THE BEACHES WONDERING WHERE AM I GOING TO SIT TO GO TO MY BEACH, THERE IS A NOR'EASTER, WE HAVE LOST 128 FEET SINCE 1978. IN RESPECT TO SOME OF THE IMPACT THAT WAS ASKED ABOUT THE LARGER HOTELS, THIS IS THE MARRIOTT'S CABANA CLUB, OH WAIT SORRY IT'S GONE THEY TORE IT DOWN PA BECAUSE IRMA AND MATTHEW DECIMATED IT, THEY HAVE NO BEACH CLUB NOW, GOING BACK TO MARKETING OF A LARGE HOTEL IN THE ST. JOHNS COUNTY AREA THAT'S NOT A GOOD MARKETING TOOL THERE IN MY OPINION, I WOULDN'T SHOW UP FOR THAT.

THIS IS SAME NOR'EASTER BACK IN SEPTEMBER OF 2020.

ON THE BEACH EIGHT HOUSES SOUTH OF PONTE VEDRA CLUB, I COULDN'T, I WAS GETTING READY TO GET WASHED UP TO THE OCEAN.

I WALKED DOWN PONTE VEDRA BOULEVARD, JUST A NOR'EASTER, NOT A HURRICANE, JUST A NOR'EASTER.

THIS IS WHAT THE CLUB LOOKED LIKE THAT DAY, LOOKS LIKE SNOW BUT IT'S NOT. IT'S SAND AND IT'S THE FLUFF FROM THE FOAM, THE SEA FOAM THAT'S COMING UP AND AS CAN YOU SEE I HAVE VIDEO, AUDIO BUT CAN YOU JUST GET A VISUAL OF THIS.

I THINK IT HAS MORE IMPACT THAN ANYTHING YOU CAN SEE.

[01:20:15]

I'M A HOME FRONT OWNER BUT I'M ALSO A COMMERCIAL DEVELOPER AND IT'S IMPORTANT TO US TO SAVER SAVE OURCOUNTY.

OUR BEACHES ARE ONE OF THE MOST IMPORTANT THINGS WE HAVE IN OUR COUNTY. THANK YOU.

>> THANK YOU. PUBLIC COMMENT? CITY OF ST. AU AUGUSTINE. WE JUST HAD A LADY UP HERE SHOARLT, SHOWING A BEACH DESTROYED BY AN OCEAN.

DESTRUCTION COMES IN VARIOUS WAYS, IT'S OBVIOUSLY THAT SAND AND DREDGING IS SOMETHING WE HAVE TO DO, WE'RE A COASTAL COMMUNITY. CITY OF ST. AUGUSTINE, IT'S GOING TO AFFECT ALL OF OUR LIVELIHOODS.

I OWN FIVE BUSINESSES IN THE CITY OF ST. AUGUSTINE.

I'VE BEEN HERE FOR 45 YEARS. MANY OF YOU HAVE BEEN LONGER AND RECOGNIZE THAT. AT THE END OF THE DAY, ST.

AUGUSTINE IS THE CROWN JEWEL OF ST. JOHNS COUNTY.

WE HAVE BEAUTIFUL BEACHES WHICH NEED TON RENOURISHED.

WE HAVE GREAT GOLF COURSES, GREAT CLIMATE, PEOPLE WANT TO COME HERE BUT WE ALSO HAVE THE CITY OF ST. AUGUSTINE.

IT'S THE BIG DRAW, HISTORY, WHERE THE RESTAURANTS ARE.

PEOPLE EQUATE THE ANCIENT CITY WHERE THE CITY OF ST. AUGUSTINE.

WE ARE BEING ATTACKED EVERY BIT AS MUCH AS THE ATLANTIC OCEAN IS ATTACKING THE BEACH. THE DIFFERENCE IS WE HAVE HAD SO MUCH GROWTH IN ST. JOHNS COUNTY IN THE LAST DECADE THAT JUST THE NUMBER OF PEOPLE THAT FREQUENT THE CITY FROM THE SURROUNDING AREAS IS HAVING A MUCH MORE SIGNIFICANT IMPACT ON OUR INFRASTRUCTURE, OUR PARKING, OUR TRANSPORTATION, THAN ALL THE TOURISTS THAT WE INVITE HERE TO COME AND ENJOY THE EXPERIENCE.

I'M TELLING YOU, THE EXPERIENCE IS DIMINISHING IN QUALITY.

IF WE DON'T KEEP THE QUALITY UP, YOU CAN SPEND A LOT OF MONEY ON ADVERTISING. BUT IF YOU DON'T PRODUCE A GOOD EXPERIENCE, THE WORD SPREADS. NOW, WE'RE ASKING, THE CITY IS ASKING, I'M ASKING FOR HELP, IN PRESERVING THIS JEWEL THAT WE HAVE, IN ST. JOHNS COUNTY. AND THE WAY TO DO THAT IS HELP US ADDRESS OUR PARKING OUR TRANSPORTATION ISSUES, IT'S FOR ALL OF US NOT JUST THE TOURISTS OR FOR US WHO LIVE IN THE CITY WHO QUITE FRANKLY PAY THE FREIGHT WITH THE AD VALOREM TAXES, TO A GREAT DEGREE, WHO PAY THE FREIGHT, AND FOR MANY OF US SOME OF US SO WE NEED TO TAKE A LITTLE BIT BETTER CARE OF ST.

AUGUSTINE. I'M HERE TO PLEAD FOR THAT, I REPRESENT THE PEOPLE OF ST. AUGUSTINE, I RECOGNIZE HOW VIABLE IT IS TO OUR COUNTY AND OUR TOURISM AS A WHOLE.

THANK YOU FOR YOUR LISTENING TO ME AND I REALLY APPRECIATE WHAT HELP CAN YOU GIVE US. THANK YOU.

>> THANK YOU. >> I'M HERE TO EXPRESS THE CULTURAL COUNCIL'S SUPPORT OF THE FIFTH CENT.

PAID BY VISITORS THAT G BENEFITS ALL OUR RESIDENTS.

SIMILAR LEVEL OF CULTURAL ASSETS AND FIND THAT THEIR MUNICIPALITIES AND COUNTIES AND STATES LEVY MUCH HIGHER TOURISM

[01:25:04]

OF THAT 4.5% GOES TO MARKETING AND 1.5% TO PRODUCT DEVELOPMENT WHICH IS MUCH HIGHER THAN WE CURRENTLY SPEND IN THOSE AREAS RIGHT NOW. SAVANNAH HAS 8% AND T OUR VISITORS ARE NOT GOING TO EXPERIENCE STICKER SHOCK IF WE INCREASE THE BED TAX BY 1%. THEY EXPECT TO PAY THAT MUCH, IN A DESTINATION THAT IS AS HIGH QUALITY AS OUR DESTINATION IS.

I'D ALSO LIKE TO ADVOCATE FOR ADDITIONAL ALLOCATION TO CATEGORY 2, BEFORE I BEGAN WORKING IN THE COUNTY I UNDERSTAND THAT THIS CONVERSATION HAPPENED, THAT THE NEW ALLOCATION OCCURRED, THAT CATEGORY 1 AND CATEGORY 2 BOTH EXPERIENCE A DECREASE IN THEIR SHARE OF THE POT BECAUSE OF THE EXPECTATION THAT A FIFTH CENT WAS COMING.

AND SO IF WE DO PASS THE FIFTH CENT WE ASK THAT ARTS AND CULTURE RECEIVE ADDITIONAL ALLOCATION, TO GET US BACK TO WHERE WE WERE BEFORE TWO YEARS AGO.

WE BELIEVE THE HIGHEST RETURN ON INVESTMENT COMES FROM CATEGORY 2. WE ARE THE ONE CATEGORY THAT PROVIDES BOTH MARKETING AND PRODUCT DEVELOPMENT AND AT LEAST HALF IN MOST YEARS, SIGNIFICANTLY MORE THAN HALF OF OUR BUDGET DOES GO TOWARDS DESTINATION MARKETING.

WAND TO REMIND YOU ABOUT THAT BECAUSE WE OFTEN TIME THINK MORE ABOUT THE GRANTS PROGRAM. THANK YOU VERY MUCH.

>> MY NAME IS LAURIE MOFFITT, I'M AT 917 PONTE VEDRA BOULEVARD. I UNDERSTAND MARKETING IS AT 37.5%. 37.5%, PERCENTAGES DON'T SPEND THE MONEY, DOLLARS SPEND THE MONEY AND THAT'S $5.5 MILLION.

SO I KNOW THAT 37.5% IS LOW VERSUS WHERE THEY'VE BEEN BUT THEY'VE NEVER BEEN HIGHER THAN 5.5 MILLION AND THAT'S WHERE THEY CURRENTLY ARE. SO PONTE VEDRA BEACH IS AT 0%, WE GET NO MONEY FROM BED TAX, MICHAEL TO YOUR QUESTION, THINK ABOUT HOW THE MONEY SHOULD BE SPENT.

TWO OF THE LARGEST BED TAX GENERATORS IN THE COU ARE THE PONTE VEDRA INN AND CLUB AND THE MARRIOTT, THEY ARE EACH GENERATING MORE THAN A MILLION DOLLARS A YEAR IN BID TAX FOR THE COUNTY. HOW MUCH COMES BACK, ZERO.

AS ELAINE SHOWED YOU WAVES WERE RUNNING UP AGAINST THE PONTE VEDRA INN AND CLUB'S BUILDING IN THE NOR'EASTER, AND THE MARRIOTT HAD TO DEMOLISH THEIR BEACH CLUB.

IT IS NOT SUSTAINABLE FOR PONTE VEDRA TO GET 0% OF THE BED TAX FOR ITS BEACH, IT'S JUST NOT SUSTAINABLE.

WE CAN CONTINUE TO PUT MORE MONEY IN ADVERTISING AND YOU CAN KNOCK DOWN ALL THE BUILDINGS IN PONTE VEDRA EVENTUALLY.

SO IF PONTE VEDRA BOULEVARD GOES AWAY, IF IRMA TOOK AWAY THE MARRIOTT'S CABANA CLUB ON THE BEACH, WHAT IS THAT GOING TO DO WITH ALL THE REAL ESTATE FURTHER WEST? ALL OF PO PONTE VEDRA'S REAL ESE VALUES ARE DEPENDENT UPON IT BEING CLOSE TO THE BEACH. OUR REALITIES VALUES ARE DEPENDENT ON OUR COASTLINE SO I SIMPLY WANTED TO EMPHASIZE TODAY DA THE IMPORTANCE OF INVESTING IN PONTE VEDRA'S BEACH, TWO LARGEST BED TAX PRODUCERS GET 0% TODAY.

THANK YOU VERY MUCH. >> THANK YOU LAURIE.

>> MR. CHIRM, MEMBERS OF THE TDC, MY NAME IS JOHN REGAN, I'M THE CITY MANAGER OF THE CITY OF ST. AUGUSTINE.

I WANTED TO GIVE A LITTLE UNDERSTANDING OF THE CITY'S STRATEGY WITH REGARD TO PARKING AND A LITTLE BIT OF BACKGROUND TO THE MAYOR'S LETTER. SO IN THE PAST FEW YEARS WE'VE HAD A WONDERFUL PARTNERSHIP WITH ST. JOHNS COUNTY, BOARD OOF COUNTY COMMISSIONERS THAT OUR SATELLITE PARKING SYSTEM IS MANAGED BY THE CITY BUT USING THE PARKING FIELDS THAT ARE AROUND THESE BUILDINGS HERE. AND THAT HAS WORKED VERY WELL, AND IT HAS BEEN GROWING AND DEMONSTRATING THAT PEOPLE WILL USE SATELLITE PARKING. BUT IT WORKS VERY WELL ON

[01:30:03]

IT DOESN'T REALLY WORK WELL DURING THE WORKING WEEK WHEN OUR PARKING DEMAND IS AT ITS HEIGHT AT 2 P.M. MONDAY THROUGH FRIDAY AND THE COUNTY HAS TO CONDUCT COUNTY BUSINESS AND USE THEIR PARKING FIELDS. SO FUNDAMENTALLY OUR STRATEGY IS TO BUILD SATELLITE PARKING SYSTEMS THAT ARE A LITTLE CLOSER INTO THE CITY. PARKING STRUCTURES WITH SHUTTLING SYSTEMS AND IN FACT WE HAVE EVEN BY PILOTING AUTONOMOUS VEHICLES. BILLED STRUCTURES, SUPPORT OUR TOURISM INDUSTRY WITH CLOSER-IN SYSTEMS AND ROUGHLY HALF OF A PENNY WOULD ALLOW THE FINANCING OF ABOUT $20 MILLION WHICH IS ABOUT A GOOD STARTING NUMBER ON THE PARKING AND OPERATIONS, THAT AND OPERATIONS REVENUE I THINK CAN SUPPORT IT.

ARE AND THE OTHER THING I WANTED TO MENTION IS THAT AS WE WERE PREPARING FOR TODAY, I JUST WANTED TO MENTION THAT IT'S A LITTLE ALARMING TO HEAR THAT THE ADVERTISING BUDGED IS BELOW 40%.

AS THESE CATEGORIES EXPAND I BELIEVE THERE IS A STATUTORY LIMITED OF A MINIMUM OF 40%. WE FUNDAMENTALLY AGREE WITH MR. MCDANIEL THAT THE ADVERTISING BUDGET NEEDS TO STAY AT THE RIGHT LEVEL. THE GOOD NEWS HERE IS WITH THIS FIFTH CENT THE PIE GETZ BIGGER, THE VIDEOS ARE VERY POSITIVE WITH BEACH RENOURISHMENT. THE COMMON MANTRA, WHAT WE ARE ALL LOOKING FOR IS THE INVESTMENT IN THE TRUE INFRASTRUCTURE THAT SUPPORTS TOURISM.

SO WE'RE RECOMMENDING HALF A PENNY FOR THE TRANSPORTATION TYPE SYSTEMS BUT I THINK YOU'RE SEEING SOME GREAT EXAMPLES OF OTHER INFRASTRUCTURE NEEDS AS MESSMAMANIFESTED ON THE BEECH RENOURISHMENT. BEACH RENOURISHMENT IN THE FUTURE.

>> IS THERE MORE PUBLIC COMMENT? ALL RIGHT DISCUSSION BY THE

COUNCIL. >> WELL, I'LL GO AHEAD AND GO.

SO I WANT TO SAY THAT I APPRECIATE THE CITY MANAGER COMING OUT TODAY, AND MY FELLOW COMMISSIONER JOHN VALDEZ AND MY FELLOW COMMISSIONER BARBARA BOND ARE IN SUPPORT.

I HOPE YOU TAKE THIS AS A POINT OF IMPORTANCE, HOW IMPORTANT THIS IS TO THE CITY OF ST. AUGUSTINE, IN OUR STRUGGLE TO SERVE THE VISIT AND GIVE THEM A GOOD EXPERIENCE SO WHEN THEY GO HOME THEY'LL TALK ABOUT US AND THEY'LL COME BACK IN THE FUTURE.

I AM -- HAVE MANY OBSERVATIONS THAT I'D LIKE TO TALK ABOUT BUT I REALLY WOULD LIKE TO HEAR WHAT MY FELLOW TDC BOARD MEMBERS HAVE TO SAY ABOUT WHAT THEY THINK WITH THE ASSUMPTION THAT WE ARE IN SUPPORT OF THE FIFTH CENT. I JUST AM MAKING THAT ASSUMPTION BASED ON THE DILIGENCE THAT WE FACE THE ISSUE WITH.

SO I IMAGINE THAT MOST OF THE DISCUSSION WILL BE AROUND HOW THAT CENT IS SPENT. AND HOW IT'S ALLOCATED.

I WILL JUST SAY THIS AROUND JUST LAY IT DOWN.

I FEEL LIKE WE SHOULD RESTORE THE DESTINATION MARKETING TO WHERE THE LEVEL AND THAT IN CATEGORY 2 SHOULD BE RESTORED, BACK TO WHERE THEY WERE BEFORE THE REALLOCATION OCCURRED.

WHATEVER YEAR IT WAS, I DON'T KNOW.

COMMISSIONER WALDRON WHAT YEAR WAS THAT? I FEEL LIKE THAT WAS THE DIFFICULTY AND I THINK THAT THAT SHOULD BE RESTORED BEFORE WE BEGIN CONVERSATIONS.

>> THANK YOU. WHAT WAS THAT, THAT NUMBER TARA FROM DESTINATION MARKETING PRIOR TO REALLOCATION A FEW YEARS AGO?

>> THAT TOOK PLACE IN 2019. IT WAS BUMPED DOWN BY .3 PENNIES. CATEGORY 2 AND CATEGORY 3 WERE BUMPED DOWN, FROM .6 TO .5 CENTS.

CATEGORY 4 WAS ONE PENNY, BUMPED DOWN BY .2, IF YOU DO THE MATH THAT CLEIVEL BR COLLECTIVELY BRU .7.

[01:35:04]

>> DESTINATION MARKETING? >> I BELIEVE IT WAS AT -- IT WAS 1.8 PENNY PENNIES. CATEGORIES 1 WAS PREVIOUSLY 1.8

CENTS. >> AND CATEGORY 2?

>> CATEGORY 2 WAS .6 CENTS. >> (INAUDIBLE).

>> 15. >> THANK YOU, ANY OTHER COMMENTS

FROM COUNCILMEMBERS? >> SOLICIT SOME FEEDBACK, WE DID HAVE SOME CONVERSATION DURING OUR LAST MEETING WITH THE ENTIRE COMMISSION. I FOLLOWED ONE A MEETING WITH OUR CITY MANAGER TO COLLECT SOME OF THE OTHER IDEAS.

AND I'M GOING TO SAY IT'S OUR THOUGHTS ARE NOT THAT FAR AWAY FROM WHAT YOU'VE ALREADY HEARD SO I WON'T REALLY BELABOR THEM BUT I WILL SAY THAT THERE WAS SUPPORT FOR RESTORING SOME OF THE ADVERTISING DOLLARS. WE RECOGNIZE THAT WE'RE TRYING TO DRAW PEOPLE INTO THE AREA AND WE DO THINK THAT THERE SHOULD BE SOME FUNDING RESTORED THERE. A LARGE PART OF OUR DISCUSSION CIRCLES AROUND WHAT YOU HEARD FROM THE CITY OF ST. AUGUSTINE.

WE SHARE SOME OF THE SAME INFRASTRUCTURE STRUGGLES.

ONE OF THE SPECIFIC ITEMS THAT CAME UP WAS INTRACITY TRANSPORTATION. SO I WANT TO SAY THAT WHILE WE WANT TO DRAW PEOPLE IN, A LOT OF OUR DISCUSSION FOCUSED ON THE EXPERIENCE, AND IMPROVING THE EXPERIENCE OF THE VISITOR.

SO THAT INVOLVED INFRASTRUCTURE, PARKING, TRANSPORTATION, VERY IMPORTANTLY, SAFETY, WE HAD AN INCIDENT OUT AT ST. AUGUSTINE BEACH ALREADY THIS YEAR. AND WE FEEL LIKE THERE COULD BE MORE IN TERMS OF PATROLLING AND LIFEGUARDING.

WE NEED TO KEEP THE VISITORS SAFE WHEN THEY COME TO THE BEACH. SO WE WANT TO TAKE A LOOK AT PROVIDING A SAFE EXPERIENCE FOR FOLKS.

THERE WAS ALSO AWAY FROM THE INFRASTRUCTURE AND ADVERTISING BECAUSE WE'RE GOING TO TALK A LOT ABOUT THAT, A COUPLE OF THE OTHER THINGS THAT WE DID HAVE SUPPORT FOR WERE SUPPORTS TOURISM. SOME OF THE IDEAS THAT WERE MENTIONED WAS VOLLEYBALL SURFING, COMPETITIONS THINGS LIKE THAT. WE FEEL LIKE THAT WOULD ADD TO THE EXPERIENCE, AND ECOTOURISM. ONE OF THE THINGS WE DISCUSSED WAS THAT WE HAVE A COUPLE OF PARKS THAT THE CITY OF ST.

AUGUSTINE OWNS, ONE IS OCEAN SIDE.

RIGHT NOW THOSE ASSETS ARE UNDERUTILIZED.

THEY ARE SET ASIDE FOR CONSERVATION BUT WE THINK THERE IS A GREAT OPPORTUNITY FOR ECOTOURISM, TRAIL DEVELOPMENT AND OTHER OCEAN SIDE TYPE ACTIVITIES.

SO THAT IS A BRIEF SUMMARY OF QUITE A LONG LIST OF MORE DETAILED THINGS THAT WE HAD TALKED ABOUT.

>> THANK YOU, W, I WOULD LIKE TO ADVOCATE FOR PONTE VEDRA BEACH.

THERE WAS A PRESENTATION AT THE TIME WHICH WAS PRETTY THOROUGH AND DATA, THE FIFTH CENT DID NOT PASS BUT THE REALLOCATION CAME INTO PLACE, WHICH ADDED SOME TO THAT CATEGORY 5, WHICH WAS THEN TAKEN FROM SOME OTHER PLACES AS WE'VE HEARD.

BUT THE SITUATION IN THE NORTH PART OF THE COUNTY, PONTE VEDRA BEACH IS, IT'S NOT GOING TO GO AWAY.

IT'S REAL. AND I BELIEVE THAT WE NEED TO ADD THE FIFTH CENT. THAT'S THE WAY THAT I'LL VOTE AND I DON'T -- I KIND OF LIKE SOMETHING THAT DANNY TALKED ABOUT EARLIER WHICH IS, LET'S GET THE FIFTH CENT AND LET'S SEE HOW IT'S REDISTRICTED POSSIBLY LATER.

BECAUSE THERE IS SO MUCH IN HERE FOR THIS TOURIST DEVELOPMENT COUNCIL TO HAVE TO DECIDE WHAT GETS DONE WITH THIS EXTRA CENT.

THAT'S A PRETTY BIG BURDEN FOR A LOT OF US THAT ARE NOT REALLY IN DEEP IN EACH AND EVERY ISSUE THAT GOES ON WHETHER IT BE PONTE VEDRA BEACH OR THE WHOLE COUNTY OR ST. AUGUSTINE OR ST.

AUGUSTINE BEACH. BUT I WILL ADVOCATE FOR PONTE

[01:40:04]

>> MR. CHAIRMAN, I TOO WOULD ADVOCATE FOR THE FIFTH CENT AND ECHO THE SENTIMENTS OF MY COLLEAGUES HERE WHICH IS THAT IT'S CRITICAL THAT MARKETING IS PROTECTED.

BUT ALSO, THAT THE BALANCE OF THE DOLLARS ARE RESPONSIBLY ALLOCATED, THOUGHTFULLY ALLOCATED WITH I DON'T KNOW WHETHER THERE'S A CITIZEN SMALL TASK FORCE THAT THE VCC COULD CALL UPON THAT IS FACILITATED BY A NEUTRAL PARTY BUT TO LOOK AT DOLLARS AND CENTS IN MORE THAN THE EMOTION OF THIS TO ACTUALLY LOOK AT WHAT THE NEEDS ON A FINANCIAL BASE ARE OF THE BEACHES OF THE CITIES, INFRASTRUCTURE NEEDS TO COME UP WITH A RESPONSIBLE WAY TO DISTRIBUTE THESE REVENUES.

RESPONSIBLE ALLOCATION. >> RIGHT.

>> I THINK THAT MAY BE US. >> I DON'T THINK WE ARE EQUIPPED, I AGREE WITH THE CHAIRMAN THAT WE ARE NOT EQUIPPED TO PARSE OUT THESE DOLLARS AND CENTS, GIVEN INFORMATION THAT WE HAVE. I PERSONALLY DON'T.

>> MR. CHAIRMAN, I'M SORRY, GO AHEAD.

>> BUT SHOULD WE REQUEST WHATEVER THAT OTHER INFORMATION THAT WE NEED, AND I AGREE, WE NEED OTHER INFORMATION, TO TAKE ON THAT TASK? OR ARE WE -- COULD YOU FIND A CITIZEN GROUP THAT WOULDN'T HAVE SOME BIAS, SOME AREAS THAT THEY'RE MORE INTERESTED IN THAN OTHER AREAS? SO I'M NOT SURE IF WE'RE JUST PASSING THE BUCK.

>> KICKING THE CAN DOWN THE ROAD.

>> YES, I'M NOT SURE WE'RE NOT JUST PASSING THE BUCK.

>> I THINK THERE ARE CRITERIA THAT WE LOOKED TO THE CURRENT ALLOCATIONS OF THE MONEY TO MAKE SURE THAT'S NOT DIMINISHED.

WE HAVE A STRATEGIC PLAN, THE VCB HAVE A STRATEGIC PLAN, THE BEACHES HAVE THE DOLLARS WHAT THE NEEDS FOR THE ENGINEERING STUDIES AND THE REMEDIATION ARE. IT JUST SEEMS TO BE THAT THERE IS INFORMATION WE DO NOT HAVE TO RESPONSIBLY MIKE THE DECISION ABOUT THE ALLOCATION OF THESE DOLLARS.

WE HAVE BROAD BELIEFS AND RESPONSIBLE ALLOCATION, AND IN A SETTING LIKE THIS TO GET THAT INFORMATION AND COME UP WITH THAT STRATEGY I THINK IS -- VERY DIFFICULT.

>> MICHAEL. >> I AGREE WITH LOTS OF THAT.

I THINK THAT THE DANGER THAT WE FACE IS THAT ONE OF THE REASONS THAT WE'RE TALKING ABOUT HOW TO ALLOCATE IT IS BECAUSE MY UNDERSTANDING IS THAT THERE WAS GOING TO BE RESISTANCE IN THE INCREASE UNLESS WE COULD SHOW THEM ALSO HOW TO SPEND THE MONEY. SO THE BOARD OF COUNTY COMMISSIONERS, THE DANGER THAT WE HAVE IS THAT THE BOARD OF COUNTY COMMISSIONERS IS JUST GOING TO SAY NO.

BECAUSE UNLESS WE ARE REALLY CONFIDENT HOW WE'RE GOING TO SPEND IT WE DON'T WANT TO RAISE ANY TAXES WITHOUT KNOWING SPECIFICALLY WHAT WE'RE GOING TO BE SPENDING IT ON, RIGHT, DID I UNDERSTAND THAT RIGHT, COMMISSIONER WALDRON?

>> YES, WE MAY HAVE PUT AN UNDUE BURDEN ON THIS BOARD.

>> THAT'S WHAT I WAS THINKING. >> YOU KNOW IT'S CONTROVERSIAL NO MATTER HOW YOU DO IT BUT THERE IS A LOT OF INFORMATION THAT HAS TO BE DONE. NUMBER 1 DO WE HAVE A BEACH RENOURISHMENT PROJECT? DO WE HAVE ARMY CORPS SUPPORT? DO WE HAVE STATE SUPPORT? WHEN THE CITY COMES AND THEY WANT TO BOND MONEY FROM THE TDC, MY QUESTION WOULD BE AS A COMMISSIONER, DO YOU HAVE A TAX BASE TO PAY THAT BOND? BECAUSE IS THAT A COUNTY BURDEN BECAUSE WE'LL BE THE ONE SIGNING THE DEBT, OR IS IT A CITY BURDEN? THAT KIND OF STUFF HAS TO BE WORKED OUT.

YOU KNOW I'VE LIVED HERE 52 YEARS, AND THE CITY'S DONE A LOT OF STUDIES ON TRAFFIC MOBILITY AND THEY THINK A LOT OF THEM GET DONE. THEY'VE HAD SOME GOOD CHANGES.

THE PARKING GARAGE HAS BEEN FANTASTIC FOR THEM.

YOU KNOW, THE SCARY THING ABOUT THAT IS I WAS ON VACATION LAST WEEK AND WE WERE UP IN GATLINBERG, THEY BUILT A NEW TRAFFIC GARAGE ON THE EDGE OF TOWN.

THAT BACKED UP TRAFFIC OUTSIDE OF TOWN.

THAT WAS NOT SOMETHING THEY HAD THOUGHT OF WHEN THEY GOT BUSY.

YES, THERE ARE A LOT MORE DETAILS THAT PROBABLY NEED TO BE NOTED IN THIS WORK AND PROBABLY TAKING THE TIME AND YOU SHOULDN'T HAVE TO GO THROUGH THAT.

IF WE COULD GIVE GENERAL RECOMMENDATIONS THAT WOULD BE GREAT. LIKE I SAID, EVERYBODY WANTS A

[01:45:02]

YOU KNOW? WE HAVE BEACH STUDIES, WE HAVE SPORTS AND RECREATION, I GOT CALLS FROM PEOPLE WHO DON'T HAVE ENOUGH FIELD SPACE, I HAVE PEOPLE WANTING THE GOLF COURT REDONE. IT IS A LOT OF STUFF THAT WE HAVE TO HANDLE, THAT THIS BOARD -- I WOULDN'T ASK IT OF YOU, YOU'RE VOLUNTEER, THAT'S TOUGH.

>> I THINK THAT ONE THING THAT WE CAN ALL AGREE THAT WE'VE OFFEND IS THAT THERE IS CLEAR SUPPORT FROM THIS GROUP THAT THE FIFTH CENT AND THE REVENUE THAT COMES FROM THAT FIFTH CENT IS DESPERATELY NEEDED. AND THAT ALL OF THE CATEGORIES ARE EAGER TO SEE THAT REVENUE MANIFEST ITSELF.

AND THEY HAVE VERY REAL THINGS TO SPEND IT ON AND THINGS THEY THINK IS GOING TO IMPROVE FURTHER COLLECTIONS OF IT IN THE SPEND OF THE MARKETING PIE, CULTURAL ARTS AND RECREATION AND BEACH, THERE IS NO SHORTAGE. IF WE COULD WAVE OUR MAGIC WAND AND CREATE FOUR EXTRA CENTS AND THE REVENUE FROM THAT WE COULD SPEND ALL OF THAT MONEY TOO AND IT WOULD ALL BE REALLY WELL SPENT IN MY OPINION. WHAT WE COULD AGREE ON IS THE FIFTH CENT IS KIND OF A NO BRAINER, RIGHT? ALMOST EVERYONE ON THIS STAGE ARE GOING TO AGREE TO THE FIFTH CENT. BUT IT WOULD DISAPPOINT ME GREATLY THAT BECAUSE WE CAN'T AGREE ON WHETHER DESTINATION MARKETING GOES FROM 37.5 TO 42.5 OR 45 OR WHATEVER THE NUMBERS ARE, THAT WE DON'T DO ANYTHING. SO WHAT I WOULD SUGGEST IS THAT WE PUT FORWARD THAT WE ALL AGREE ON THE 75TH CENT WHEREAS MANY OF US ON THE STAGE AGREE TO THE FIFTH CENT AND THEN AS A DEFAULT MECHANISM IF WE CAN'T AGREE ON ALL OF THE NUMBERS, THAT IT JUST GETS SPREAD ACROSS EVENLY TO THE EXISTING CATEGORIES AS THE DEFAULT. AND THAT WE CAN THEN, YOU KNOW, MASSAGE THAT IF THE FUTURE AS NEEDS WARRANT AND AS YOU KNOW THINGS BECOME MORE CLEAR. BUT IT WOULD REALLY BE VERY DISAPPOINTED FOR ME FOR THE FIFTH CENT NOT TO PASS JUST BECAUSE WE CAN'T AGREE ON THE PERCENTAGES ON THAT RIGHT

COLUMN. >> MR. CHAIRMAN IS IT TIME FOR A MOTION TO FIND OUT THE POSITION OF THIS GROUP REGARDING THE FIFTH CENT? THAT'S A QUESTION TO MY

COLLEAGUES. >> I WOULD JUST PRIOR TO THAT IS IF YOU REMEMBER IN THE LAST MEETING, IRVIN CAST SHOWED A SPREADSHEET OF THE AMOUNT OF REVENUE THAT COULD BE GENERATED BY THAT FIFTH CENT OVER A NUMBER OF YEARS.

AND IT'S A LOT AND OBVIOUSLY SOMETHING THAT'S AGREED UPON TODAY, MEANING HOW IT'S BROKEN DOWN IT CAN OBVIOUSLY CHANGE LATER. BUT I DO THINK TO MICHAEL'S POINT THAT THE SOONER THE BETTER ON THE CENT.

>> WELL,ISH S, IRVING'S POINT WE NEW DOLLARS GENERATED BY THAT FIFTH PENNY EVERY YEAR PUT SOME ASIDE.

DON'T BUDGET IT ALL. PUT SOME ASIDE AND LET IT GROW TO USE FOR BIGGER PROJECTS GOING FORWARD.

THAT WAS CERTAINLY MY UNDERSTANDING.

HE WAS TALKING LIKE A BUSINESSMAN YOU KNOW? WITH ALL OF HIS OWN BUSINESSES, YOU DON'T SPEND ALL THE MONEY YOU EARN, YOU PUT SOME ASIDE FOR WHEN YOU WANT TO RENOVATE YOUR ROOMS OR WHEN YOU NEED TO RENOVATE YOUR KITCHEN IN YOUR RESTAURANT AND THAT'S WHAT HE WAS TRYING TO GET US TO DO IS TREAT THIS LIKE THE BUSINESS. RAISE SOME MONEY BUT DON'T BUDGET IT ALL AND LOOK AT WHAT IT WILL GENERATE OVER TWO OR THREE YEARS AND THEN YOU'VE GOT A HUGE CHUNK OF MONEY TO INVEST IN THE DESTINATION. THAT'S WHAT I THINK HE WAS SAYING. BUT HIS NUMBERS MADE A HUGE

SENSE. >> MR. MAYOR?

>> I GUESS THE BIG INTANG IF YOF YOU DON'T DECIDE, IT WILL DECIDE IT FOR YOU. THE DISCUSSION WE HAD AT THE LAST MEETING IS HERE IS A BOARD THAT WANTS TO RAISE A TAX BUT DOESN'T HAVE AN IDEA OF WHAT THEY WANT TO SPEND IT ON.

AND THAT DOESN'T GO OVER WELL WITH ELECTED OFFICIALS I CAN ASSURE YOU. SO I RECOMMEND THAT WE MAKE A STAB AT IT AND THAT AT LEAST WE FIND A JUSTIFICATION THAT WE ESTABLISH A NEED FOR THE ADDITIONAL PENNY.

[01:50:10]

IT NEEDS TO SCEANGTD CENTURY STREET SYSTEM, SPANISH COLONIAL TOWN, SPECIFIC TO ST. AUGUSTINE, I AGREE WITH THE COMMISSIONER THAT THE CITY WE ARE THE DIFFERENTIATED PRODUCT AMONG BEACH COMMUNITIES, WE HAVE HISTORY, AND BEACHES.

WE'RE NOT JUST A BEACH COMMUNITY, BUT WHAT DIFFERENTIATES US AND THAT WAS IN THE STUDY THAT WAS GIVEN TO YOU. IT'S THE DIFFERENTIATED PRODUCT, WE NEED TO MAKE SURE THAT THAT PRODUCT IS THE BEST IT CAN BE.

I WILL CONTINUE TO ADVOCATE THAT WE MAKE SOME STAB AT THIS ALLOCATION. WE NEED TO SEND SOME TYPE OF PRIORITY TO THE BOARD OF COUNTY COMMISSIONERS, OR ELSE IT'S JUST GOING TO COME ACROSS AS THEY JUST WANT MORE MONEY, THEY WON'T TELL US WHY. IT DOESN'T HELP THEM.

IT DOESN'T HELP THEM PASS A FIFTH PENNY.

WE'VE GOT TO FIND A WAY TO HELP THEM PASS A PENNY.

WE'VE GOT TO GIVE THEM REASONS TO PASS THE FIFTH PENNY.

YOU'VE GOT SOME STRONG ADVOCATES FROM PONTE VEDRA, HOMEOWNERS ADVOCATING FOR THEIR HOMES. YOU'VE GOT THE CITY OF ST.

AUGUSTINE COMING HERE AND ASKING TO HELP SOLVE ACCESSIBILITY ISSUES. YOU'VE GOT THE BEACH COMING IN AND ASKING YOU TO HELP SOLVE ACCESSIBILITY ISSUES.

WE STRUGGLE WITH THAT. PONTE VEDRA STRUGGLES WITH THAT.

LORD KNOWS, PONTE VEDRA STRUGGLES WITH THAT.

I WENT UP TO MICLLER'S LANDING OVER THE WEEKEND AND I COULDN'T BELIEVE WHAT A MESS. I COULDN'T FIND A SIGN THAT INDICATED WHERE THERE WAS PARKING ON PONTE VEDRA BEACH.

WE UNDERSTAND, ST. AUGUSTINE HAS A BEACH, WE HAVE 800,000 VISITORS TO OUR BEACH EVERY YEAR, IT IS WELL MANAGED, IT IS PRACTICALLY MANAGED. I'M SORRY, RANT OFF, I WOULD

ENCOURAGE YOU TO MAKE THIS -- >> THANK YOU, SO DO WE WANT TO VOTE ON OUR POSITION ON THE FIFTH CENT FIRST?

>> SOMEBODY NEEDS TO MAKE A MOTION TO DO THAT.

>> I MOVE THAT WE MOVE THE DECISION FORWARD TO -- THAT WE'RE READY TO MAKE THE DECISION, AT LEAST ON A YEA TO

THE FIFTH CENT. >> I SECOND THAT.

>> FURTHER DISCUSSION? ROLL CALL.

>> IS. >> I'M IN FAVOR, YES.

I'M IN FAVOR, YES. >> PROBABLY SHOW OF HANDS.

>> THANK YOU. >> TROY BLEVINS, HE'S NOT HERE.

BE MICHAEL GORDON, YES, DIANE MATARAZA, GENTLEMEN, VICE

[01:55:07]

COMMISSIONER MICHAEL WICKS, YES. CHAIR GORDON.

YES. >> SO THE MOTION -- SO THE MOTION TO ADD THE FIFTH CENT PASSED.

FURTHER DISCUSSION ON THE FIFTH CENT?

>> I WOULD ASK COMMISSIONER KLINE TO REPEAT THE STATEMENT YOU MADE MINUTES AGO ABOUT THE PROPORTION OF MARKETING, YOU FLOATED YOUR PERSONALITY OPINION AND I WISH YOU WOULD REFLOAT

THAT AGAIN AS A MOTION PLEASE. >> OH, THAT THE CATEGORIES BE RESTORED, PRIOR TO THE REALLOCATION AND CREATION OF THE FIFTH CATEGORY. TO PRIOR LEVELS.

THAT WAS -- I THINK THAT MIGHT CLEAR THE AIR A LITTLE BIT.

BEFRE -- AND -- BUT I ALSO WOULD LIKE TO ADD TO THAT, IF I'M GOING TO MAKE THAT MOTION, I'D ALSO LIKE TO PROVIDE FOR -- ONE AMENDMENT. YOU HAVE TO -- ISN'T IT IN THE BOARD NOTES THAT WHEN YOU PUT OUT A FIFTH PENNY YOU DO HAVE TO DO A STUDY FIRST, AM I WRONG ON THAT?

ISN'T A STUDY REQUIRED? >> THERE'S NO STUDY REQUIRED.

>> I'M SORRY? >> THERE'S NO STUDY REQUIRED.

>> I NEED TO GET THAT OFF MY MIND I DON'T KNOW FOR SOME REASON BUT WOULD I LIKE TO MAKE THAT MOTION THAT THOSE LEVELS BE RESTORED TO -- PRIOR TO THE FIFTH CATEGORY.

BUT THAT CATEGORY 4 ALSO BE BOLSTERED TO PROVIDE FOR FUTURE FUNDING FOR STIC CITY OF ST. AUGUSTINE, ST. AUGUSTINE BEACH.

RESTORATION. >> IF I UNDERSTAND THAT CORRECTLY THAT WOULD TAKE CATEGORY 1 TO 45% CORRECT?

>> THAT'S WHAT WE'RE TOLD 45%. >> AND CATEGORY 2 WOULD GO TO 15% RIGHT? SO WE'VE NOW TAKEN 5% FROM OTHER AREAS. SO WHERE DO WE SHRINK IF WE'RE ADDING TO THAT ON A PERCENTAGE BASIS WHERE DO WE SHRINK

CATEGORY 3, 4 OR 5? >> SO HOLD ON.

IF I MAY THE MOTION IS TO -- THE MOTION THAT WAS JUST MADE WAS PRIOR AND WAS APPROVED WAS TO GIVE DIRECTION TO BOARD OF COUNTY COMMISSIONERS THAT THE TDC FEELS IT'S A GOOD IDEA TO MOVE FORWARD WITH THE FIFTH CENT.

SO NOW WHAT VICE MAYOR SIKES-KLINE IS AN IDEA ON HOW THAT REVENUE, THAT ONE PENNY WOULD BE DISTRIBUTED BETWEEN THOSE CATEGORIES. SO IF WE RESTORED CATEGORIES 1 THROUGH 4 PRESUMABLY IS WHAT WAS BEING REFERENCED, CATEGORIES 1 THROUGH 4 TO THE PRE-REALLOCATION OF 2019, WHAT THAT DOGS IS THAT COMMITS .7 OF YOUR NEW 1 PENNY OF TRORCH REVEO CATEGORIES 1304 THEN VICE MAYOR SCHIENL SAID, AN BOLSTERED THAT TO CATEGORY 4, WHICH SHE INTENDED THAT TO BE REFERENCING SOME PERCENTAGE OF THAT .3. AS YOU GUYS DISCUSS I ENCOURAGE YOU TO DISCUSS IN TERMS OF CENTS AS OPPOSED TO IN TERMS OF PERCENTAGES. BECAUSE RIGHT NOW WHEN YOU SAID 45%, NOW WE'RE LOOKING AT 75 PENNIES, 1:.8 PENNIES OF 5 PENNIES IS ACTUALLY 36%. THE PERCENTAGES GET ALL OUT OF WHACK. WHAT YOU SEE ON THE BOARD IS FOR

FOUR PENNIES. >> SO THAT MAKES SENSE.

SO THAT WOULD BE 1 THROUGH 4, WOULD TAKE THE .7% OF ONE PENNY.

>> CORRECT. TO RESTORE IT.

>> WHICH WOULD MEAN .3%, THAT WOULD BE THE ALLOCATION, WOULD ALLOCATE TOWARDS MOBILITY IMPROVEMENTS FOR ST. AUGUSTINE BEACH AND THE CITY OF ST. AUGUSTINE.

AND SURROUNDING AREAS. FOR ACCESSIBILITY.

[02:00:05]

>> SO LET ME ASK A QUESTION ABOUT THAT TARA.

SO OFTEN THE FORMER CATEGORIES, WHAT WAS IN 4 BEFORE?

WAS BEACH RENOURISHMENT ON 4? >> I'M GOING TO JUMP ON THIS

COMPUTER, GIVE ME A SECOND. >> MAY I INTERJECT? I THINK ONE OF THE THINGS THAT I WAS TRYING TO LEAVE EARLIER IN THE DISCUSSION WAS WE DO NEED THE AGREE THAT WE'RE TALKING ABOUT THE SCENARIO THAT WE CREATED IN THE LAST MEETING.

WHICH IS THE LETTER THAT TARA, YOU KNOW WE SORT OF REDEFINED, WE REDEFINED THE CATEGORIES. WE MOVED SOME THINGS AROUND.

I THINK IT CREATED MORE ORDER AND CLARITY.

HOW WE MODIFIED CATEGORY 4, 3 AND 4, FOR YOU.

5, 3 AND 4. IT IS ALREADY AN ISSUE WE KNOW WE NEED TO ADDRESS. I GUESS THE QUESTION WOULD BE I GUESS MS. MEEKS, WHAT, CAN YOU GIVE US AGAIN THE BREAKDOWN OF RESTORING I GUESS IT'S -- NOW IT'S CONFUSING BECAUSE RESTORING BACK TO THE LEVELS BACK TO THE FOUR CATEGORIES.

DO WE HAVE IT WRITTEN DOWN SOMEWHERE? OKAY, SO IF YOU GUYS WILL GIVE ME JUST ONE QUICK SECOND, I'M

GOING TO MODIFY -- >> I THINK I NEED A VISUAL.

I STRUGGLE WITH THIS WITHOUT A VISUAL.

>> SO CATEGORY 5 WOULD REMAIN BEACH ACCESS, BEACH ACCESS, BEACH MANAGEMENT BEACH SERVICES, OPERATION MAINTENANCE RESTROOMS ALL THOSE THINGS IN CAPITAL IMPROVEMENTS, SO THAT WOULD BE CATEGORY 5. CAN CATECATEGORY 3 IS.

>> VISITOR EXPERIENCE. LEISURE AND RECREATION.

>> VICE MAYOR I APOLOGIZE. WITH WHAT YOU SPOKE ABOUT FIRST YOU WANTED TO GO BACK TO PRIOR TO REALLOCATION.

>> YES, AND THAT'S WHERE I'M STRUGGLING WITH RIGHT NOW.

IS I'M STRUGGLING BETWEEN BECAUSE WE WERE TRYING TO

REDEFINE THE CATEGORIES. >> RIGHT.

>> AND NOW WE'RE FRYING TO GO BACK SO THAT'S ALMOST CREATING AN IMPOSSIBLE SITUATION SO I'M REALLY LOOKING TO TARA TO HELP

GUIDE US. >> SHE DID BREAK THEM DOWN, TALKED ABOUT SO ALL BEACH INFRASTRUCTURE WAS IN ONE PLACE, INCLUDING THE PARKING, THE RESTROOMS, THE BOARD WALKS.

>> THE CREATION WAS A NEW CATEGORY RIGHT?

>> RIGHT. >> SO THERE'S NO -- SO WE WOULD HAVE TO TEASE OUT, AND THAT'S TO COMMISSIONER WALDRON'S POINTS.

IT IS A LITTLE BIT OVER OUR HEAD TO DO THIS RIGHT HERE AT THE TABLE. BUT I THINK IT'S IMPORTANT AT LEAST WE PROVIDE -- WE MAY NOT BE ABLE TO SAY PERCENTAGES OR PENNIES BUT WE CAN SAY CONCEPTUALLY WISE WHAT WE WANT TO DO. CAN I MAKE A MOTION THAT IDEALLY WE WOULD LIKE TO RESTORE FUNDING TO WHERE IT WAS BEFORE.

WE WOULD LIKE TO MODIFY THE CATEGORIES, TO ORGANIZE THEM BETTER, AND WE WOULD LIKE TO PROVIDE FOR FUNDING FOR ADDITIONAL MOBILITY IN THE CITIES, IN THE TWO CITIES.

[02:05:02]

I THINK I WILL MAKE THE MOTION TO -- ARE YOU GOING TO HELP US?

>> I AM, THAT'S WHAT I'M HERE FOR.

SO ON THE SCREEN WHAT I PUT ON THERE IS A TABLE THAT SHOWS THE CATEGORY THAT IS -- WHAT YOU SEE IS THE CATEGORY NUMBERS AND THE CATEGORY NAMES, THEN THE CURRENT ALLOCATIONS AND YOU CAN SEE AT THE BOTTOM I PUT A TOTAL, THAT IS THE 4.0 PENNIES.

VICE MAYOR SIKES-KLINE, WHAT YOU SAID BASED ON RESTORING CATEGORIES 1 THROUGH 4, ASSUMING WE WERE LEAVING CATEGORY 5 ALONE WHEN YOU WERE DISCUSSING EARLIER YOUR MOTION SO YOU HAVE A REMAINING .3 PENNIES WHICH SOUNDS TO ME YOU ARE SUGGESTING THE ENTIRETY OF THAT GOES INTO CATEGORY 4 SO THAT'S ONE PORTION OF THE DISCUSSION AND THEN CAN I CERTAINLY FLIP AROUND AND ADDRESS THE SUGGESTED MODIFICATIONS FROM LAST TIME.

FOR YOU ALL GOING FORWARD I THINK WHAT YOU COULD SUGGEST IF YOU WANTED TO DO BOTH THINGS SIMULTANEOUSLY IS THAT YES AS THE TDC BOARD WE WOULD IN FACT STILL LIKE TO MOVE FORWARD WITH THE ADMINISTRATIVE MODIFICATIONS THAT WE SUGGESTED LAST TIME WHICH I CAN PUT THOSE BACK IN THE SCREEN AND THAT INVOLVED BASICALLY ISOLATING BEACH EXPENDITURES INTO ONE CATEGORY AND THEN CLARIFYING SOME EXPENDITURES IN THE TWO OTHER CATEGORIES, CATEGORY 3 WAS TO CLARIFY THAT IT COULD BE USED FOR BOAT RAMPS AND WATER ACCESS FACILITIES AND CATEGORY 4 WAS TO CLARIFY THAT IT COULD BE USED FOR PARKING IMPROVEMENTS AND SHUTTLES. AND THEN WE CAN LOOK AT WE CAN MAKE DHAP, WE CAN RESTORE THE FUNDING TO ALL MUCH THEM AND THEN IN THE BACK END CAN I ADJUST IF NEED BE CATEGORY 4 AND 5 FOR BEACH EXPENSE FESS THAT MAKES ANY SENSE.

>> I SEE, OKAY. >> SAY THAT AGAIN.

>> WE WOULD MOVE THEM TO 5. >> THAT WOULD REQUIRE AN ADJUSTMENT SO THAT MAY GIVE US A PENNY.

BACK TO 5. >> YES.

>> WELL, AN ADDITIONAL PENNY TO 5.

BECAUSE I'M NOT SEEING 5 GO UP. I'M SORRY -- .1.

>> SO WHO YOU WERE DOING HERE IN THAT DISCUSSION, IS YOU WERE IDENTIFYING THE TYPES OF EXPENDITURE.

SO IN THIS DISCUSSION, WE ARE RESTORING CATEGORY 3.

AND WE ARE DOING NOTHING TO CATEGORY 5.

SO WHAT I WILL DO IS, I WILL WORK WITH OUR BUDGET OFFICE TO

TAKE THE BEACH EXPENDITURES -- >> OH, AND TEASE THEM OUT AND ADD THEM WHERE WE WANTED THEM TO GO.

>> THAT'S CORRECT. >> JUST TO ORGANIZE IT

CONSISTENTLY. >> THAT'S CORRECT, THAT'S RIGHT.

>> AND WE DON'T KNOW HOW MUCH THAT IS YET.

>> CORRECT. >> OKAY, ALL RIGHT, WE ARE BACK TO CONCEPTUALLY WHAT WE WANT TO DO.

>> IT IS TWO PIECES, WELL THREE PIECES OF THE PUZZLE, WE HAVE A RECOMMENDATION TO THE BOARD OF COUNTY COMMISSIONERS TO MOVE FORWARD WITH THE FIFTH CENT. THE SECOND CHECK BOX IS DO YOU WANT TO MAKE THE ADMINISTRATIVE CHANGES TO THE PLAN AS WERE DISCUSSED LAST TIME? YES, NO OR SOME ALTERNATIVE, CAN I PUT THOSE BACK UP ON THE SCREEN TO REVISTA.

AND THIRD IS HOW DO WE WANT TO ALLOCATE THAT PENNY AND IF THE TDC WANTS TO MOVE FORWARD, OR IS RECOMMENDING THE ADMINISTRATIVE PLAN CHANGES ON THE BACK END IS WHAT I WILL DO IS WORK WITH THE BUDGETING OFFICE TO CONSOLIDATED THE BEACH EXPENDITURES OUT OF CATEGORY 3 AND CATEGORY 5 INTO ONE CONSOLIDATED CATEGORY 5

CATEGORY. >> SO NO MATTER UNDER THAT SCENARIO NO MATTER WHAT WE DO CATEGORY 5 WILL GO UP.

THAT NUMBER WILL GO UP. >> THAT'S CORRECT.

>> SO I'M PREPARED TO MAKE A MOTION THAT WE FOLLOW THE ORIGINAL ALLOCATION THAT WE DID AT THE LAST -- I DON'T WANT TO SAY ALLOCATION, I DON'T WANT -- CATEGORY REVISIONS AND REDEFINITIONS. THAT WE VOTE TO RECOMMEND THOSE

[02:10:16]

AUGUSTINE BEACH. >> REGINA, PLEASE.

>> MAY I MAKE A SUGGESTION? >> SURE.

>> YOU COULD BREAK IT DOWN INTO MULTIPLE MOTIONS.

I THINK IT WOULD BE A LITTLE BIT MORE CLEAR.

>> I WITHDRAW MY MOTION. WHAT I WOULD LIKE TO DO IS TO MOVE THAT WE VOTE TO RECOMMEND THE CHANGES AND DESCRIPTION TO THE CATEGORY, RECOMMEND THOSE TO THE VCC.

>> I'LL SECOND THAT. >> AND VICE MAYOR IF I COULD CLARIFY, YOUR MOTION IS TO ADOPT THE CHANGES THAT WE SEE HERE ON THE SCREEN TO THE CHANGES IN THE CATEGORIES, THE DEFINITION OF

THE CATEGORIES. >> YES.

>> SO WE NOW HAVE A MOTION AND SECOND TO ADOPT THE CHANGES TO THE DEFINITIONS OF THE CATEGORIES.

>> TO RECOMMEND TO THE VCC. >> RECOMMEND, CORRECT, THESE WILL GO AS RECOMMENDATIONS, EACH OF YOUR MOTIONS WILL GO AS RECOMMENDATIONS, I'LL CLARIFY THAT ON THE RECORD, OUR FIRST MOTION IS TO ADOPT THE MODIFICATIONS AND DEFINITIONS O% THE CATEGORIES WHICH HAVE BEEN MOVED AND SECONDED.

>> IT WAS SECONDED ALREADY RIGHT?

>> YES. >> OKAY.

>> SO THERE'S DISCUSSION. >> WOULD THAT LANGUAGE STAY AS IT IS NOW? THIS NUMBER 5 --

>> IT WOULD NOT. WE WILL WORK -- WHAT I WILL DO IS WORK WITH REGINA'S OFFICE, WE WILL RED LINE AND USE APPROPRIATE LANGUAGE THAT QUAYS THE SENTIMENT HERE IN THESE

ITEMS. >> CORRECT.

THIS IS DIRECTIONAL FOR STAFF TO IMPLEMENT FOR USE WHAT WE WILL DO BECAUSE WE'RE GOING TO BE RESPONSIBLE FOR DRAFTING THE MOTION, I'M SORRY DRAFTING THE ORDINANCE THAT GOES TO THE VCC SO WE'LL DAY CARE OF DIRECTION, WE'LL RED-LINE THE ORDINANCE AND WE'LL PUT IT INTO LANGUAGE AND WE'LL INCORPORATE EACH OF THE DIRECTIONS THAT ARE GIVEN HERE THAT CAN COME BACK TO YOU FOR REVIEW OR WE CAN SEND IT TO THE VCC.

>> ARE WE THEN MR. CHAIRMAN ARE WE THEN VOTING TO MODIFY THE

ORDINANCE WITHOUT SEEING IT? >> YOU'RE GIVING US DIRE DIRECTO MODIFY. YOU CAN ACTUALLY, YOU'RE NOT ON A SOMETIME LINE TO SEND BACK THE CHANGES SO THAT THE BOARD CAN MEET AT THE NEXT MEETING. DO YOU HAVE SOME TIME.

SO WITH YOUR DIRECTION WE CAN GO AHEAD AND PROVIDE A RED LINE COPY, WE CAN BRING THAT BACK TO YOU TO MAKE SURE IT CAPTURES EVERYTHING ALL THE DIRECTIONS THAT YOU'VE GIVEN US AND YOU MAY SEE THE RED LINE COPY IN EFFECT, IT MAY HAVE AN UNINTENDED CONSEQUENCE, OR SOME OTHER PORTION, SO YOU'LL SEE THE FULL THING. YOU CAN AGAIN GIVE US FURTHER DIRECTION AND THEN ONCE YOU'VE AGREED ON WHAT YOU WANT THE ORDINANCE TO LOOK LIKE, WE CAN SEND IT TO THE VCC AS YOUR

RECOMMENDATION FOR CHANGES. >> AND THEN THIS IS STILL GOING TO BE A FIVE-CATEGORY, THIS IS STILL A FIVE-CATEGORY, WE'RE GOING TO BE AT FIVE. WE RESTORE IT THEN WE'RE AT FIVE

WITH THESE. >> THAT'S RIGHT, WE HAVE ADDED RENOURISHMENT AS ITS OWN CATEGORY WE'LL KEEP THAT.

[02:15:02]

>> TO CLARIFY IT WAS BEACH SERVICES, BEACH OPERATIONS BEACH

MAINTENANCE. >> AND MANAGEMENT AND SERVICES.

>> CORRECT, AND AGAIN IF YOU WANT TO SEE THAT BEFORE IT GOES TO THE VCC, YOU CAN SEE IT AS A RED LINE TO SEE WHAT IT WAS BEFORE AND WHAT IT IS BEING PROPOSED FOR, FOR THE BOARD.

>> I WOULD HAVE A PROBLEM VOTING FOR CHANGE WITHOUT SEEING IT.

>> ABSOLUTELY. >> MR. CHAIRMAN, SO WE RECEIVED GOOD INFORMATION IT'S JUST THAT IT'S NOT CONSOLIDATED IN ONE DOCUMENT THAT CAN BE COMPREHENDED BY MERE MORTALS.

IN THE PAST THERE HAS BEEN CATEGORIES WITH THE EXPENDITURES WITH THE DOLLAR AMOUNTS. IF WE COULD ATTACH PERCENTAGES TO THAT IT WOULD BE A CHART THAT WOULD EXPLAIN THIS IN A MORE LUCID CLEAR WAY. BECAUSE I THINK THE INFORMATION THAT YOU HAVE PROVIDED IN THE PAST IS EXCELLENT.

IT'S JUST THAT IT'S NOT IN ONE COMPREHENSIVE --

>> THEY COULD PUT IT INTO A BETTER STRUCTURE BUT THEY ARE NOT GOING TO BE ABLE TO PUT ALLOCATIONS NEXT TO IT BECAUSE THEY'VE MOVED IN AND OUT OF DIFFERENT PLACES.

>> BUT EVEN TO PUT IT IN CATEGORIES THIS WE CAN THEN

MANEUVER -- >> ABSOLUTELY, RIGHT.

>> WITH THE DOLLAR AMOUNTS FROM THE PAST SO WE HAVE SOME FRAME OF REFERENCE FOR WHAT WE ARE TALKING ABOUT.

>> AND I CAN AGREE WITH THAT EXCEPT THE FRAME OF REFERENCE THERE IS STUFF THAT'S MOVED, BIG STUFF THAT'S MOVED.

WHICH I THINK IS JUST -- HAS TO BE EXPLAINED.

>> AND MR. CHAIR IF I MAY, TO CLARIFY FOR THE COUNCIL,.

>> YOU'LL SEE A LOT MORE WHEN THIS COMES BACK.

YOU WILL HAVE SOME OF THE INFORMATION IN DISJOINTED PLACES, IT WILL BE ALL CONSOLIDATED INTO THE ORDINANCE AND EVEN IF IT'S A PROPOSED ELABORATION, WE CAN GIVE YOU THAT ALLOCATION SO OYOU CAN SEE WHAT IT LOOKS LIKE IN THE ORDINANCE, YOU'LL SEE WHAT THE PROPOSED DEFINITIONS LOOK LIKE, YOU'LL SEE WHAT THE ALLOCATIONS LOOK LIKE AND IF THERE ARE SUGGESTED OR OTHER RECOMMENDED CHANGES THAT YOU WANT US TO INCORPORATE, SO THAT WHEN THAT ORDINANCE GOES TO THE VCC IT WOULD INCORPORATE THE DEFINITION CHANGES, THE ALLOCATION OF FUNDING THE INCORPORATION OF THE FIFTH CENT WE CAN DO THAT MORE OF A SOLIDIFIED MANNER INTO ONE DOCUMENT.

>> NOW WE'RE GOING TO CHANGE CATEGORY 4 WHICH IS GOING TO IMPACT ON THE CURRENT AND FUTURE PERCENTAGES AND PENNIES.

JUST TRYING TO AVOID CONFUSION, ESPECIALLY WHEN IT GETS TO THE

BOARD OF COUNTY COMMISSIONERS. >> SO MR. CHAIR IF I MAY, THIS WON'T BE THE FIRST TIME THAT THIS PLAN HAS BEEN CHANGED.

IF YOU READ THE SECTION 125.0104, IT CONTEMPLATES THAT THERE ARE GOING TO BE CHANGES OVER TIME TO THE PLAN.

AS A MATTER OF FACT, THIS BOARD'S -- ONE OF YOUR DUTIES AND RESPONSIBILITIES IS TO REVIEW THE PLAN FROM TIME TO TIME AND MAKE THOSE CHANGES BASED ON THE NEEDS OF THE COUNTY. HERE THE CHANGES WILL BE LAID OUT, WE HAVE SPECIFIC DIRECTION TO MODIFY THE ORDINANCE AND TO MODIFY THOSE CATEGORIES. THERE WILL BE AMPLE TIME FOR

[02:20:15]

SO EVERYBODY'S ON NOTICE THAT THE PLAN IS GOING TO BE CHANGED WHEN IT GETS TO THE VCC AND THEY'RE GOING TO BE ON NOTICE OF WHAT THOSE CHANGES ARE BECAUSE IN ADDITION TO FORWARDING THE NOTICE AND NOTIFYING THE PUBLIC WE ALSO PROVIDE A DRAFT COPY OF

THE ORDINANCE AND THOSE CHANGES. >> SO IF I CAN ADD TO THAT THOUGH, THE CHANGES THAT ARE BEING MADE IT IS REALLY -- THE ONLY ACTUAL MEANINGFUL CHANGE THAT IS BEING MADE IS CONSOLIDATING BEACH CHANGES. WHAT IS LEAPTED IN THE DEFINITION SO TODAY IF THIS BODY WAS TO TAKE UP A PARK OR TRAININGS EXPERIENCE AND YOU SAID WHERE ARE WE GOING TO PAY THAT FROM I WOULD SAY CATEGORY 4.

SO WE'RE JUST KIND OF SPELLING OUT THE FACT THAT IT WILL COME FROM CATEGORY 4 BUT HISTORICALLY AS LONG AS WE'VE HAD THIS PLAN IT WOULD HAVE ALWAYS COME FROM CATEGORY 4 AND SAME TBHING THE LEELABORATION, CATEGORY 4 HAS A CAVEAT TO BE A CATCHALL BUT WE ARE KIND OF ELABORATING TO PROVIDE ADDITIONAL EXPLANATION.

THE OTHER CHANGES PROVIDE ADDITIONAL CLARITY, AS OPPOSED TO MAKING A TRUE CHANGE THE WAY WE'RE GOING TO OPERATE.

>> SO FOLLOW UP QUESTION. WHEN WILL THIS COME BACK TO THE TDV? TDC? OUR NEXT MEETING IS NOT SCHEDULED UNTIL JUNE 21.

>> WE'LL DRAFT OUT THE STRIKE-THROUGH VERSION WITH THE DIRECTION WE HAVE AND WE CAN CIRCULATE THAT TO YOU.

YOU CAN HAVE THAT CERTAINLY FOR DISCUSSION AT YOUR NEXT MEETING BUT WE CAN PROVIDE IT TO YOU IN ADVANCE AND THEN YOU CAN TAKE ACTION TO TELL US THIS IS WHAT YOU WANT AS DRAFTED OR IF THERE ARE ADDITIONAL CHANGES BEFORE WE FORWARD IT TO THE BOARD OF COUNTY COMMISSIONERS, BUT YOU'LL HAVE A BETTER VISUAL OF WHAT YOUR SUGGESTIONS ARE AND WHAT THE ORDINANCE CHANGES WILL LOOK

LIKE. >> AND THIS BODY CAN MEET THE MA, IS THIS IDEAS WE WOULD HAVE BROUGHT IN MAY BUT IF YOU ALSO CHOOSE TO MEET IN MAY, IT WOULD BE MAY 17TH SO THAT IS AN

OPTION. >> JUST AS A RECOMMENDATION IF THE GORED DECIDES TO MEET, YOU COULD TAKE UP THAT SOLE ITEM, IF YOU TOOK THAT ITEM SOLELY TO DISCUSS THE DRAFT OF THE

ORDINANCE THAT IS AN OPTION. >> MR. CHAIRMAN I'M A LITTLE UNCLEAR NOW AND I WANT TO MAKE SURE I GET CLEAR.

WE HAVE VOTED FOR THE FIFTH CENT.

SO WE WOULD INFORM THE VCC THAT THAT HAS BEEN UNANIMOUSLY SEMED AND NOW VICE MAYOR YOUR MOTION WAS TO TAKE ACTION NOW AND --

>> NO, THAT'S NOT THE MOTION ON THE FLOOR.

>> THAT'S NOT IT? I'M UNCLEAR ON THAT.

>> I WITHDREW THAT MOTION. THE MOTION ON THE FLOOR NOW IS TRYING TO SORT THROUGH HOW TO -- THE WORK WE DID AT THE LAST MEETING WHERE WE MODIFIED THE DESCRIPTION OF THE CATEGORIES, 1, 2, 3 WHERE WE'RE TALKING ABOUT BASICALLY CREATING, MOVING ALL THE BEACH STUFF INTO CATEGORY 5, AND OKAY, REDEFINING. THAT'S ALL WE'RE DOING VETTING ON THAT AND STAFF IS EMBELLISHING ON THAT AND SAYING NOT ONLY CAN WE DO THAT FOR YOU BUT WE'LL BRING BACK A CLEAR PICTURE OF WHAT IT LOOKS LIKE IN SPENDING.

WE'LL SORT THROUGH ALL THAT AND BRING IT BACK TO YOU SO YOU'LL CATEGORIES OUT, HOW MUCH THAT MEANT, AND IT GOT MOVED INTO NEXT CATEGORY. SO THAT'S WHAT THEY'RE OFFERING TO DO. AND I THINK IT MAKES SENSE.

>> AND THE MOTION, THAT'S BEEN SECONDED, DOES NOT WHAT'S ON THE SCREEN WRIT LOOKS A LITTLE MORE FRIENDLY, NO OFFENSE.

>> MR. CHAIR, JUST TO CLARIFY, MA'AM VICE MAYOR, HAS FURTHER MOTIONS AFTER THAT, SHE'S CERTAINLY FREE TO MAKE THOSE MOTIONS REGARDING SOME OF THE THINGS YOU WERE DISCUSSING REGARDING ALLOCATION, SPECIFIC PROJECTS, THOSE THINGS.

[02:25:01]

>> THIS IS JUST ONE STANDPOINT AT A TIME.

>> CORRECT. >> UNDER YOUR GUIDANCE, THANK

YOU. >> THANK YOU.

ARE WE READY FOR A VOTE THEN ON THE MOTION THAT HAS BEEN SECONDED? IT HAS BEEN SECONDED, CORRECT?

YES. >> YOU CAN TAKE PUBLIC COMMENT.

WE HAVE DISCUSSED THE ENTIRE, CAN YOU TAKE ADDITIONAL PUBLIC

COMMENT. >> IS THERE PUBLIC COMMENT HERE

OR ON THE PHONE? >> THANK YOU GUYS, I PROMISE TO BE VERY BRIEF. PHIL MCDANIEL AGAIN.

THANK YOU FOR THE MOTION AND THE IDEA, COMMISSIONER, TO RESTORE THE CATEGORIES TO WHAT WAS ORIGINALLY AGREED TO THREE YEARS AGO. DID HELP SUPPORT THE REORGANIZATION OF THE PLAN BY ADDING THIS FIFTH PENNY AND CREATING SOME EXTRA FUNDS IN CATEGORY 4.

IT WILL GIVE ADDITIONAL DOLLARS THAT CAN GO TO SUPPORT OTHER AREAS. AND BY THE WAY, KEEPING THAT MONEY BACK IN MARKETING WILL HELP GROW THE PENNY WHICH IS KIND OF WHAT IT'S ALL ABOUT. SO I WANT TO THANK YOU ALL FOR

WHAT YOU'RE DOING, THANKS. >> THANK YOU.

ALL RIGHT, THAT CONCLUDES PUBLIC COMMENT.

>> READY. DANNY BERENBERG.

YEA, JOE FINNEGAN, YES. MICHAEL GORDON.

YES. DIANE MATARAZA, YES.

>> VICE MAYOR DON S SAMORA, YES. COMMISSIONER PAUL WALDRON.

YES. MICHAEL WICKS.

YES. >> VERY GOOD THAT MOTION PASSES.

THANK YOU. >> SO I'D LIKE TO MAKE ANOTHER MOTION BECAUSE I'D LIKE TO KEEP PRESSING ON FORWARD.

I WOULD LIKE TO RECOMMEND TO THE STAFF THAT THEY GIVE US A -- GIVE US SINCE THEY'RE GOING TO BE BRINGING THIS BACK FLAY, OBACK ANYWAY,WE'RE NOT GOING TOG THAT PORTION OF THE QUESTION TO THE VCC BUT SHE BRING BACK A PICTURE OF WHAT IT WOULD LOOK LIKE TO PUT A HALF A PENNY

>> GIVE US SOME ALTERNATIVE SCENARIOS AND ADDITIONAL THE REMAINDER, I GUESS.

I'M SORRY. CAN'T BE A PENNY BECAUSE THAT'S ONLY .3, RIGHT? SO TO FULFILL YOUR REQUEST I CAN DO THAT ON THE FLY IF YOU RESTORE TO THE 2019 LEVELS IT WILL PUT POINT TO A CATEGORY FOUR AND YOU HAVE A REMAINING .3 +.3 AND .5 THAT WOULD BE YOUR .5 IF YOU ARE ASKING FOR .5 TO GO TO TRANSPORTATION AND RESTORE THE CATEGORIES THAT WOULD BE THE ONLY WAY TO DO THOSE.

>> I AM TRYING TO MAKE A MOTION.

CAN YOU GIVE US A RUNDOWN VERY QUICKLY? OBVIOUSLY YOU ROUNDED IN YOUR HEAD WHAT IT WILL LOOK LIKE WE WILL JUST VOTE TO RESORT THE CATEGORIES INTO DEFINITIONS.

SO I THINK YOU GOT AN IDEA OF WHAT THAT'S GOING TO LOOK LIKE.

I WILL TELL YOU SHE IS DOING AMAZING WORK TODAY.SO IF YOU LOOK UP HERE AND BRIEFLY PUT THIS ON THE SCREEN A FEW MINUTES AGO WHAT YOU SEE IN THE CATEGORY TOWARDS THE LEFT-HAND SIDE WHERE IT TOTALS THE 4.0 PENNIES THAT'S WHERE WE STAND TODAY IF WE ARE GOING TO RESTORE CATEGORIES ONE THROUGH FOUR TO THE PRE-REALLOCATION AMOUNTS YOU'RE GOING TO SEE THIS CATEGORY THAT IS FURTHEST TO THE RIGHT THERE WILL BE 1/3 CA THIRD COLUMN. AND THE THIRD COLUMN IS GOING

[02:30:11]

SO YES YOU ARE CORRECT THERE WILL BE 1/3 COLUMN SO TO ADDRESS YOUR REQUEST JUST A SECOND AGO STAFF TO BRING YOU BACK A SUGGESTION THAT RESTORES TO PRE-REALLOCATION AMOUNTS HALF A PENNY TOWARDS TRANSPORTATION THAT WOULD LOOK LIKE THIS THIRD CATEGORY IT WOULD GIVE YOU ONE POINT MADE PIN CATEGORY 1.6 AND CATEGORY 2.6 AND CATEGORY THREE THAT'S NOT RIGHT. I'M SORRY.

>> IN 1986 ORDINANCE IS A LOT EASIER.

>> SO CATEGORY ONE, CATEGORY TWO, CATEGORY THREE.

THAT GIVES YOU A PRE-ALLOCATION THAT WE DID CATEGORY FOR AND IF WE WANT TO GET HALF A CENT TRANSPORTATION WILL TAKE IT TO 1.3 THAT WILL GIVE YOU A CATEGORY SEVEN .7 CENTS ACROSS THE WAY AND WHAT I WILL DO ON THE BACKEND IT BRINGS YOU GUYS NEXT TIME I WILL MANIPULATE THOSE ALLOCATIONS BETWEEN CATEGORY THREE AND FIVE TO CAPTURE ALL OF THE BEACH EXPENDITURES IN CATEGORY THREE AND MOVE THEM TO CATEGORY FIVE IN THE END YOU WILL SEE CATEGORY FIVE GO UP IN CATEGORY THREE GO DOWN BECAUSE THAT WILL ALLOW US TO ILLUSTRATE THE MODIFICATIONS TO THE PLAN.

>> THAT'S AN AMAZING START. THANK YOU.

SO I THINK SO I MOVE THAT WE CONTINUE ALONG THESE LINES AND SORTING THROUGH THE, IN LIGHT OF WHAT WE JUST SAID, SORTING THROUGH THE EFFORT TO REVISE THE PENNY ALLOCATIONS ACCORDING TO THE NEW DEFINITION THAT WE JUST CREATED THAT WE PROCEED WITH THE CATEGORIES THAT HAVE BEEN EXPRESSED HERE WITH AN EMPHASIS ON SPENDING AND CATEGORY 4 MOBILITY NEEDS AND CATEGORY FIVE. [INDISCERNIBLE] IS A PRIORITY.

SO THAT'S MY MOTION.

>> JUST BEFORE YOU SAID CATEGORY FIVE ÃMOVEMENT.

>> WE DON'T HAVE IT YET.

>> DO WE WANT TO DEPICTED IN THE CURRENT CATEGORY STRUCTURE THAT'S UP HERE, LEISURE AND RECREATION THAT GETS RESTORED TO THE .6 CENTS BUT MAYBE DO WE WANT TO ALLOCATE ANOTHER POINT OR SOMETHING THERE BECAUSE THA .

[INDISCERNIBLE] >> THAT MONEY STILL HASN'T COM . [INDISCERNIBLE]

>> SO I HAVE A SUGGESTION TO AMEND MY MOTION.

>> I WANT TO MAKE SURE YOUR INTENT IS BEING COVERED AND IF IT IS THAT'S FINE WHAT I HEARD IN YOUR MOTION WAS INTENT TO DIRECT MORE MONEY TO THE BEACHES BUT I DON'T KNOW

>> THAT'S NOT GOING TO SHOW UP YET BECAUSE STAFF HASN'T ACTUALLY PULLED THOSE DOLLARS. THOSE ALLOCATIONS AND SORTED

THROUGH THEM IN MY CORRECT? >> CURRENTLY BEACH READ NOURISHMENT, BEACH SERVICES ARE PAID FOR COLLECTIVELY AND CATEGORY THREE AND CATEGORY FIVE SO BETWEEN CATEGORY THREE

[02:35:03]

>>. [INDISCERNIBLE]

>> TO HELP CLARIFY AND YOU CAN TELLIF YOU WANT TO AMEND AN MOTION IN ADDITION TO DIRECTING STAFF TO BRING BACK A DRAFT OF THE ORDINANCE THE CHANGES TO THE CATEGORIES WHICH CLARIFIES YOU WOULD ALSO LIKE US TO BRING BACK FOR CONSIDERATION AND ALLOCATION OF FUNDING WHICH REFLECTS THE LEVY OF THE ADDITIONAL ÃWHICH RESTORES REALLOCATIONS PRIOR TO THE CHANGES MADE IN 2019 AS WELL AS A PRIORITIZATION OF THE NOURISHMENT AND TRANSPORTATION COMPONENT I WILL BRING THAT BACK FOR YOUR CONSIDERATION.

P>> BINGO, THAT'S IT.

>> WE HAVE A SECOND? WE HAVE HEARD TODAY SEVERAL.

[INDISCERNIBLE] WE HAVEN'T HEARD MUCH ABOUT WE WILL HEAR ABOUT THOSE THINGS THOSE ALLOCATIONS NEXT TIME AND I THINK HAVING A CHOICE HERE I SYMPATHIZE WITH.

[INDISCERNIBLE] BUT AT THE SAME TIME THESE OTHER PEOPLE HAVE PRESENTED SO IF WE'RE GOING TO DO THIS KIND OF THING I WOULD BE IN FAVOR OF LOOKING AT ALL THESE THINGS THAT'S THE PROBLEM WE HAVE AND WERE GOING TO UNDERSTAND

>> >> THIS IS A LOT OF STUFF I AM JUST NOT THAT COMFORTABLE PUTTING DOLLARS IN THIS CASE THAT'S THE WAY I LOOK AT IT AS A WAY TO START A CONVERSATION AND ÃNOT BINDING AND HERE IS THE THING THAT EVERYTHING NEEDS TO BE ON THE TABLE.

>>. [INDISCERNIBLE]

>> THE MOTION THAT WAS MADE MADE SENSE BECAUSE IT DIRECTS STAFF TO COME BACK TO US AND I THINK IT'S PRETTY CLEAR THAT IT

[02:40:04]

>> READY FOR A VOTE. [INDISCERNIBLE] PUBLIC COMMENTS?

>> >>.

>> THANK YOU. I'M DONE.

>> THANK YOU THE MOTION PASSES. SO JUST TO Ã

>> TO SUMMARIZE? SIMILAR TO SUMMARIZE.

THE ÃTHAT PASSED ONE OF THE QUESTIONS I HAD IS IT READY TO TACKLE ANYTHING ELSE I DON'T KNOW WHAT TO EXPECT AT OUR NEXT

MEETING AND >> I AM GOING TO GO AHEAD AND WRITE THE RECOMMENDATION LETTER THE RECOMMENDATION LETTER AND I

[9. CULTURAL COUNCIL PROMOTION PLAN WORKSHOP]

>> THANK YOU.

>> WE ARE AT 4:15 PM WE HAVE Ã PLANNED CHRISTINA.

THANK YOU FOR. [INDISCERNIBLE]

>> THANK YOU FOR THE RECORD I AM CHRISTINA.

[INDISCERNIBLE] WITH THE ST. JOHN'S CULTURAL COUNCIL.

ALL OF YOU HAVE A COPY OF THE CULTURAL DESTINATION PLAN THAT WAS PREVIOUSLY PROVIDED IN YOUR PACKETS FOR THIS MEETING AND I PROVIDED A COPY OF THE ENTIRE BUDGET FOR CULTURAL COUNCIL COUNTY FUNDS FOR 2022 FOR YOUR REFERENCE THAT INCLUDES EXPENSES RELATED TO THE GRANT PROGRAM AND THE MARKETING PLAN I'M GOING TO GO THROUGH A POWERPOINT THAT IS MUCH SHORTER THAN THIS DETAILED PLAN AND I WILL DO MY BEST TO GET THROUGH QUICKLY BECAUSE IT IS LATE AND YOU GET TO HEAR FROM RICHARD AFTER ME BUT I WILL BE QUICK BUT PLEASE FEEL FREE TO ASK QUESTIONS WHEN WE ARE FINISHED GRADE WE ARE PRESENTING YOU WITH INFORMATION ABOUT THE ENTIRE THREE-YEAR PLAN AND I AM PROVIDING SOME INFORMATION ABOUT THE CURRENT YEAR'S BUDGET AND CHANGES WE PLAN TO MAKE BECAUSE THE CHANGES ARE PRETTY DRAMATIC FROM WHAT YOU ÃLAST YEAR AND EVERYTHING WE HAD PLANNED FOR THE NEXT THREE YEARS WILL BUILD ON WHAT WE DO WITH THE REST OF 2021. AS MANY OF YOU KNOW WE

[02:45:01]

THE OBJECTIVES ARE TO ACT ON THE COUNTIES STRATEGIC PLAN WE WILL BE THE PREMIER VACATION AND BUSINESS DESTINATION IN FLORIDA. SO IT'S VERY FOCUSED ON A CULTURAL HERITAGE TO ELEVATE THE MARKET POSITION AND UPGRADE THE PERCEPTION OF THE DESTINATION AS ONE THAT PEOPLE ALL OVER THE COUNTRY AND ALL OF THE WORLD ABSOLUTELY SHOULD VISIT AS THE CAUSE OF THE CULTURAL ASSET.

SO THE GOALS INCLUDE THE FOLLOWING.

WE ARE GOING TO BE UTILIZING EXISTING ST. JOHNS COUNTY CULTURAL ASSETS AND ÃIS CERTAINLY ONE OF THOSE THE FOCUSES ON THE INCREDIBLE THINGS THAT WE HAVE HERE.

MANY ARE THINGS PEOPLE DON'T KNOW ABOUT SO WHEN I SAY WE ARE UTILIZING EXISTING ASSETS THAT DOESN'T MEAN WE DON'T NEED TO SUPPORT THEM AND MARKET THEM IT MEANS THAT THEY ALREADY EXIST.

BUT WE NEED TO SPREAD WORD ABOUT THEM AND WE WANT TO ATTRACT AND RETAIN NEW VISITORS WE HAVE NEW VISITORS EVERY YEAR WITH MANY VISITORS THAT ARE REPEAT VISITORS AND THE CULTURAL COUNSEL HAS BEEN MARKETING TO ESSENTIALLY THE SAME VISITORS IN THE SAME GEOGRAPHIC AREAS WE ARE GOING TO CHANGE THAT. THE GOAL IS TO REALLY FOCUS ON INCREASING YEAR-ROUND TOURISM BY MARKETING TO A DEMOGRAPHIC THAT CAN TRAVEL YEAR-ROUND THAT IS NOT LIMITED BY SCHEDULES AND THINGS OF THAT NATURE WE WANT TO FOCUS ON GETTING THIS TOURIST WHO LOVE SAINT AUGUSTINE CREATING THIS TRAFFIC PROBLEM WE ARE TRYING TO SOLVE OUT INTO THE COUNTY TO SEE THE BEAUTIFUL CULTURAL LANDSCAPES WE HAVE ALL OVER THIS COUNTY AND TO ESTABLISH THE COUNTY AS A TRULY CULTURAL DESTINATION ONE OF THE THINGS WE SHOWED YOU IN THE PLAN AND THE STUDY THAT WE PRESENTED LAST YEAR WAS A RANKING BY TRAVELERS OF THE TOP HISTORIC DESTINATIONS IN THE COUNTRY AND WE ARE THE OLDEST CITY IN THE UNITED STATES AND WE WERE DOWN AROUND 15 OR 16 WE HAVE TO MOVE UP TO THE TOP OF THAT LIST SO PEOPLE ARE PUTTING US ON THEIR BUCKET LIST LIKE A GRAND CANYON TRIP EVERYBODY SHOULD COME TO THE UNITED STATES OLDEST CITY.O THE TIMING IS CRITICALLY IMPORTANT RIGHT NOW DESTINATIONS ALL OVER THE WORLD ARE REALIZING THE CULTURAL TOURISM IS THE MARKET TO ATTRACT BECAUSE OF WHAT'S HAPPENING AND HOW PEOPLE'S BUDGETS HAVE BEEN AFFECTED AND WHO CAN TRAVEL AND THE TIME TO TRAVEL AND THE MONEY TO TRAVEL AND THE KINDS OF THINGS THEY WANT TO SEE AND ALSO BECAUSE FLORIDA IS RELATIVELY OPEN IT'S A GREAT TIME FOR US TO BE GETTING THE WORD OUT A POINT IN THIS PARAGRAPH IS NOT SPECIFICALLY ABOUT TIMING IT'S ABOUT THE DIFFERENTIATION WE WANT TO FOCUS ON REALLY FOCUSING ON TOURISM CONNECTED TO A SPECIFIC PLACE EXAMPLE IF YOU WANT TO SEE THE EIFFEL TOWER YOU HAVE TO GO TO PARIS.

WE ARE GOING TO TALK ABOUT THESE VERY SPECIAL THINGS WE HAVE IT ST. JOHNS COUNTY THAT YOU CAN ONLY SEE IF YOU COME TO ST. JOHNS COUNTY. SO THIS SLIDE GOES OVER SOME INFORMATION ABOUT THE STUDIES AND THERE'S A BUNCH MORE INFORMATION IN THE PACKET THAT WENT OUT LAST WEEK BUT AGAIN JUST STRESSING THE FACT THAT WE NEED TO GET THIS PLAN OFF THE GROUND AS QUICKLY AS POSSIBLE. IT'S TOUGH BECAUSE OUR BUDGET HAS BEEN DRAMATICALLY CUT BUT WE BELIEVE WE CAN DO IT BECAUSE OF THE WAY WE HAVE DESIGNED THE PLAN.

WE ARE STARTING AGAIN WITH THESE NEW TARGET MARKETS AND OUR FOCUS WILL BE ON REACHING INTO GEOGRAPHIC TARGETS AND VISITOR PROFILES AND THAT WE HAVE NOT FOCUSED ON IN THE PAST AND TO BRING PEOPLE WHO ARE A LITTLE DIFFERENT FROM FOLKS WHO HAVE BEEN COMING HERE AND THE STUDIES THAT YOU HAVE SEEN REPEATEDLY HERE SUGGESTS WE HAVE A BIG CHUNK OF FOLKS AND

[02:50:03]

[02:55:01]

WE DON'T HAVE GOOD PRINTED MATERIALS THAT WE CAN PROVIDE AND THE DESTINATION INFORMATION CENTER AND OUR LODGING FOR AS A IF WE CAN MAIL OUT TO PEOPLE WHO ARE INTERESTED SO WE HAVE TO WORK ON THAT DEVELOP SOME MARKETING ASSETS AND WE ARE WORKING ON A CULTURAL GROUP TOUR PROGRAM AND CREATING A TOURISM MAGAZINE AND LANDSCAPES AND AFRICAN-AMERICAN HERITAGE AND OBVIOUSLY WE STILL HAVE TO PAY FOR ACCOUNT MANAGEMENT AND A LITTLE BIT OF TRAVEL FOR OUR MARKETING TEAM WE ARE LOOKING AT BRINGING A COUPLE OF IMPORTANT TRAVEL CONFERENCES HERE WE ARE HOPING TO DO A TOURISM SYMPOSIUM IN 2022 SO WE ARE BEGINNING WORK ON THAT AND WE ARE TALKING WITH A BIG PRODUCER OF TRAVEL CONFERENCES, ABOUT HOSTING AFRICAN-AMERICAN TOURISM CONFERENCES IN EITHER 2023 OR 2024.

THAT WOULD BRING A TREMENDOUS AMOUNT OF ATTENTION TO THE DESTINATION AND IS SOMETHING WE HAVE TO WORK HARD WITH STAKEHOLDERS TO PREPARE FOR AND IS THE KIND OF THING THAT WOULD REQUIRE A LOT OF COLLABORATION BEYOND JUST THE ORGANIZATIONS THAT WE WORK WITHIN THE MARKETING TEAM THAT WILL INVOLVE SOME FUNDRAISING PRIVATE FUNDRAISING OUT OF COUNT ÃCOUNTY FUNDS AND WE WILL START PROVIDING YOU WITH MORE DETAILED DATA ABOUT RESULTS WE ARE RECEIVING SO THE TOTAL MARKETING BUDGET THAT WE HAVE COME UP WITH FOR THE REST OF THE CURRENT FISCAL YEAR IS $412,000.

THAT'S 100,000 MORE THAN THE CULTURAL COUNCIL AND THE FIRST THING I AM HERE TO ASK IS THAT YOU RECOMMEND THAT THE COUNTY ALLOW THE CULTURAL COUNSEL TO USE SOME OF THE FUNDS THAT HAVE BEEN RETURNED FROM GRANTS THAT WERE NOT UTILIZED WE HAD SO MANY GRANTS AND EVENTS THAT WERE FUNDED BY GRANTS CANCELED OF MORE THAN $100,000 REMAINS IN THE BUDGET.

I ALSO AM NOT AWARE OF WHAT HAPPENED WITH WHAT WAS CREATED LAST YEAR WHEN THE BUDGETS WERE CREATED AND IF THERE WERE ANY FUNDS AVAILABLE BUT I KNOW THAT HUNDRED THOUSAND DOLLARS OF THE GRANT FUNDS WERE DECLINED SO THAT MONEY IS AVAILABLE SO THAT SOMETHING I AM HOPING YOU WILL BE WILLING TO DISCUSS AND MAKE THAT RECOMMENDATION AND I THINK WE CAN WORK ON THIS TO USE SOME OF THE FUNDS TO HELP US GET THAT VIDEO AND PHOTOGRAPHY WEBSITE AND MOTHER WORKED ON SO COME OCTOBER 1 NEXT YEAR WE ARE READY TO REALLY MOVE FORWARD QUICKLY WITH THE PLAN THAT IS OUTLINED FOR NEXT YEAR AND THE BUDGET IS DESCRIBED ON THE UPCOMING SLIDES.

>> EXCUSE ME IS THAT GOING TO IMPACT THE $350,000 GRANT ON THIS BUDGET?

>> EVERYTHING I JUST TALKED ABOUT RELATES TO THE CURRENT YEAR, 2021 THE PIECE OF PAPER YOU HAVE RELATES TO NEXT YEAR, 2022 AND FOR THE CURRENT FISCAL YEAR WE HAD $275,000 AVAILABLE FOR GRANTS AND AGAIN MORE THAN $100,000 OF GRANTS THAT WERE AWARDED HAVE BEEN EITHER NOT ACCEPTED BECAUSE OF ORGANIZATIONS THAT DECIDED NOT TO HAVE THE GRANT WE HAVE BEEN NOTIFIED NOT TO HAVE THE EVENT DUE TO COVID OR THEY WERE NOTIFIED THEY WILL NOT BE HAVING IT SO WE KNOW WE HAVE THAT MUCH LEFT OVER IN THE CURRENT FISCAL YEAR AND IT WILL NOT AFFECT THE GRANTS FOR NEXT YEAR AT ALL.

SO FOR 2022 STARTING OCTOBER WE PLAN TO LAUNCH THE CULTURAL MARKETING CAMPAIGN KICKING OFF THE NEW CULTURAL LANDSCAPES AND WE WILL CONTINUE TO PREPARE FOR THE AVERAGE SYMPOSIUM AND THE AFRICAN-AMERICAN TOURISM CONFERENCE WILL BE LAUNCHING A VARIETY OF CULTURAL NEWSLETTERS THAT WILL GO OUT ONCE OR TWICE A MONTH ADDITIONAL MARKETING CAMPAIGNS, A VERY INTENSE PUBLIC RELATIONS CAMPAIGN THAT'S ALSO VERY TARGETED AND I APOLOGIZE THIS SLIDE ALSO WENT OUTSIDE SO I DON'T SEE THE MAIN

[03:00:02]

SO I THINK THE GOAL TODAY IS TO HAVE YOU APPROVE THE MARKETING PLAN FOR NEXT YEAR I DON'T KNOW IF WE ARE AT THE POINT OF APPROVING THE BUDGET BECAUSE I DON'T KNOW IF WE HAVE A FINAL NUMBER FOR THAT AND THE OTHER REQUEST AS I'VE MENTIONED THAT I HAVE TODAY IS A RECOMMENDATION THAT THE CULTURAL COUNSEL RECEIVE THE HUNDRED THOUSAND DOLLARS IN RETURN THE GRANT FUNDS TO SUPPLEMENT OUR 2021 MARKETING BUDGET SO WE CAN MOVE FORWARD QUICKLY TAKE ADVANTAGE OF THE FACT THAT THE TIMING IS RIGHT AND BE PREPARED TO DO THAT AS EARLY AS POSSIBLE. I WENT THROUGH THAT FASTER THAN I HOPED BUT GIVEN THE HOUR I AM HAPPY TO HELP IF YOU HAVE ANY QUESTIONS. YOU WILL ASK THEM.

>> A COUPLE OF QUESTIONS. THE PLAN IS VERY WELL DONE BY THE WAY AND IT SEEMS TO CROSS OVER INTO THE.

[INDISCERNIBLE] DON'T THEY KIND OF.

[INDISCERNIBLE] A LITTLE BIT?

>> IT'S IMPOSSIBLE TO MARKET A DESTINATION LIKE ST. JOHNS COUNTY WITHOUT MARKETING HISTORY SO THE BCB HAS ALWAYS PROMOTED THE HISTORY OF THIS AREA AND WE ALSO TALK ABOUT FOOD, CULINARY EXPERIENCE AND THAT TYPE OF THING.

THE CULTURAL LANDSCAPE MAY BE IS WHAT YOU ARE THINKING ABOUT OR PERHAPS THE GROUP TOUR YOU COULD HELP ME BY TELLING ME.

>> IT SEEMS THAT WHEN I LOOK AT THIS IT'S VERY WELL DONE BUT IT GETS INTO A LOT OF THE STUFF THAT THE BCB DOES AND YOU MENTIONED HISTORY AS ONE OF THE THINGS THAT I SAW AND IT JUST HAS A TONE OF IT GETS INTO THE ALLIGATOR PARK AND SOME OF THOSE THINGS AND I'M NOT TELLING YOU IT'S WRONG BUT I JUST NOTICE THAT AND THE OTHER THING JUST TO POINT OUT IS I SALUTE THE MARKETING PLAN BUT HOW AFFORDABLE ARE THESE PUBLICATIONS? YOU START TALKING TOWN AND COUNTRY AND FORBES, IT'S VERY PRICEY.

[03:05:01]

>> THAT'S ABSOLUTELY TRUE. TOWN AND COUNTRY IS REALISTIC THAT WE COULD PICK UP SOME ADVERTISING WITH SOME DIGITAL FORBES IS LIKELY TO BE THROUGH PUBLIC RELATIONS AND A LOT OF THEM THE NAMES THAT YOU ARE SEEING ONE REASON WE ARE FOCUSED ON PUBLIC RELATIONS IS WE DON'T HAVE THE BUDGET THAT ALLOWS US TO SPEND $15,000 CREDIT.

WE UNDERSTAND BUT AT THE SAME TIME WE HAVE GIVEN, BECAUSE OF COVID WE HAVE BEEN ABLE TO PICKUP SOME PLACEMENTS AND SOME SIGNIFICANT PUBLICATIONS LIKE SOUTHERN LIVING AND WE HAVE NEGOTIATED SOME PACKAGES AND REGIONAL PUBLICATIONS LIKE ATLANTA MAGAZINE AND IT'S NOT ON A MONTHLY BASIS.

>> A FOLLOW-UP TO MICHAEL'S OBSERVATION I THINK YOU ALSO IDENTIFY A VISITOR BASE YOU ARE MARKETING THE AUDIENCE YOU ARE LOOKING AT PERHAPS IT'S DIFFERENT THAN.

[INDISCERNIBLE] TRADITIONALLY HAS MARKETED SOMETHING THAT HELPS AND IN MANY WAYS. [INDISCERNIBLE] AND A DIFFERENT GEOGRAPHIC AREA DIFFERENT DEMOGRAPHIC AND THE CAMPAIGNS WILL LOOK DIFFERENT AND WHEN I MENTION THE ACE AND AND THEY WON'T SHOW ÃON A SURFBOARD IT WILL BE A DIFFERENT AUDIENCE I'M NOT SAYING THAT'S BAD IS CERTAINLY APPEALING AND IT WILL BE A DIFFERENT TONE AS YOU POINTED OUT DIFFERENT TYPES OF PUBLICATIONS LIKE THE FORBES AND AS YOU LOOK THROUGH YOU WILL SEE SOME THAT ARE PRESERVATION RELATED ARCHITECTURE RELATED VERY TARGETED.

>> I JUST HAD A QUESTION ON THE REVISED BUDGET YOU HAVE $60,00 . [INDISCERNIBLE] HOW MANY GRANTS YOU RECEIVED?

>> 60,000 IS NOT JUST GRANT.

>> IT'S CONSULTING AND EVERYTHING ELSE.

>> THAT IS TO HELP US ADMINISTER THE GRANT PROGRAM BECAUSE WE ARE SO LIMITED ON THE AMOUNT OF MONEY WE CAN SPEND ON SALARIES WE CANNOT AFFORD TO HAVE ON OUR STAFF A GRANTS ADMINISTRATOR SO THIS YEAR WE ARE BRINGING ON A CONSULTANT AND THOSE ARE SERVICES FOR THE ORGANIZATIONS THAT ARE APPLYING FOR GRANTS AND SOMEONE TO HELP WITH REVIEWING THE GRANTS MAKING SURE PEOPLE ARE ELIGIBLE PROVIDING FREE SERVICES TO ORGANIZATIONS TO HELP THEM COMPLETE GRANT APPLICATIONS THEY WILL BE HELPING US GET GRANTS TO SET UP ONLINE COLLECTING REPORTS ATTENDING THE EVENTS AND THAT POT OF MONEY INCLUDES POSSIBLE WORKSHOPS WE ARE DOING LOCALLY FOR THE GRANTEES AND A PERSON

WHO WILL HELP US >> WHAT'S THE TOTAL AMOUNT?

>> THIS YEAR THE CONVERSATIONS THAT WE HAVE HAD ABOUT THAT WE HAVE DISCUSSED $350,000 IN GRANTS OVER FISCAL YEAR 2022.

>> THAT'S THE ARTS CULTURE HERITAGE ÃTHAT WE AWARD EVERY YEAR?

>> 60,000. [INDISCERNIBLE] IN MY OPINION.

>> FAIR ENOUGH JUST TO MAKE SURE WE ARE ALL CLEAR IN THE PROGRAM WE ARE DISCUSSING.

>> WELL I APPRECIATE THIS VERY MUCH I AM VERY APPRECIATIVE AFTER REVIEWING THE PRESENTATION FOR THE THIRD TIME THAT IT WAS DONE AND. [INDISCERNIBLE] PROVIDING A LINK TO THAT FOR US I AM EXTREMELY APPRECIATIVE THAT WE WILL BE SEEKING A CALL TO. [INDISCERNIBLE] THROUGH THIS PROGRAM. THROUGH THE PROMOTION PROGRAM I THINK YOU ARE UP TO THE TASK I AM HAPPY TO MAKE A MOTION TO

[03:10:06]

>> I SECOND.

>>. [INDISCERNIBLE]

>> WE ARE LOOKING AT THE UNSPENT FUNDS AND THE LINE OF THE APPROVED BUDGET SO WE HAD 275,000 WE HAD A NUMBER OF ORGANIZATIONS WHO ARE NOT ABLE TO CARRY OUT THEIR PROGRAM DUE TO COVID RELATED ISSUES SO WE HAVE $100,000 AT THIS MOMENT THAT IS NO LONGER ALLOCATED BY GRANT AGREEMENTS SO IT'S SITTING ON THAT LINE AND YOU CAN READ.

[INDISCERNIBLE] I SUPPOSED TO THE REQUEST.

>>.

>> ARE YOU ALSO SEEKING APPROVAL OF THE BUDGET.

[INDISCERNIBLE] DRAFT THAT YOU SHOWED US?

>> SO THE INTENT HERE IS TO GET YOUR FEEDBACK WHICH YOU HAVE PROVIDED FEEDBACK WE WILL APPROVE THE PROMOTIONAL PLANS ALONG WITH THE BUDGET IN THE JULY MEETING THAT WILL BE BROUGHT TO YOU FOR YOUR APPROVAL.

>> I DO HAVE A FOLLOW-UP. I DIDN'T WANT TO PUSH BACK WHEN YOU MENTION 60,000 FOR THE CONSULTANT. THINK THE NUMBER IS 30,000.

>> HISTORIC PRESERVATION GRANTS AND GRANT WORKSHOPS.

>> I UNDERSTAND.

>> I MISUNDERSTOOD I THOUGHT YOU WERE TALKING ABOUT THE ONE LINE ITEM GRANT WORKSHOPS AND GRANT ADMINISTRATOR SO 30,000 IS TO ALLOW US TO HOST THE GRANT WORKSHOPS AND MATERIALS, THAT INCLUDES THE 30,000 IS THE ENTIRE AMOUNT WE WOULD PAY TO HELP WITH ADMINISTERING THE ARTS CULTURE HERITAGE PROGRAM LESS THAN 10 PERCENT IT WOULD NOT NECESSARILY BE HIGHER BUT WE HAD A $600,000 BUDGET AND THE AMOUNT OF WORK WE HAS TO DO IS THE SAME EVEN WITH A SMALLER BUDGET.

THE OTHER ITEMS THAT YOU SEE ON THE MIDDLE OF THE BUDGET THERE IS A LINE ITEM AND Ã$40,000 AND HISTORIC PRESERVATION GRANTS /CONSULTING FEES 30,000 ALMOST ACTUALLY THE 40,000 AT HUNDRED PERCENT OF THAT WOULD BE GOING TO LOCAL ORGANIZATIONS IF WE PUT THAT IN THE BUDGET TO SUPPLEMEN THE GRANT PROGRAM AND SIMPLIFY THINGS FOR FOLKS LIKE REENACTORS AND OTHER ORGANIZATIONS THAT DO FREE EVENTS THAT THE VISITORS ENJOY SO WE CAN PROVIDE DIRECT FUNDING WITHOUT GOING THROUGH THE GRANT PROGRAM THAT WILL BE GOING OUT TO SUPPORT THOSE EVENTS IN THE US TORT PRESERVATION LINE ITEM IS SOMETHING WE DISCUSSED AT THE MEETING THE IDEA THAT WE WOULD CREATE A PANEL THAT WOULD INCLUDE REPRESENTATIVES FROM THE CITY OF SAINT AUGUSTINE, THE COUNTY, THE CULTURAL COUNCIL TO CONSIDER REQUEST FOR FUNDING FROM CULTURAL ORGANIZATIONS THAT ARE MANAGING SOME OF THESE HISTORIC ASSETS AND A RESOURCE THAT WE WOULDN'T BE ABLE TO CONSIDER PROVIDING

[10. VCB PROMOTION PLAN WORKSHOP]

I APOLOGIZE. >> THANK YOU.

SO I GUESS WE WILL BE BACK IN JULY

[03:15:02]

>> THANK YOU.

>> RICHARD.

>> I'M GOING TO MAKE THIS VERY EASY.

>> I HAVE BEEN ORDERED TO STOP THE CLOCK.

>> SO ONE OF THE THINGS THAT WE WANT TO BE CLEAR ON TYPICALLY THIS EVENT THIS SCHEDULE WE DON'T REALLY DO PRESENTATION OF THE PLAN FOR FISCAL 22 THAT'S IN JULY AS TARA MENTIONED BUT WE DO TYPICALLY AT THIS TIME REVIEW WITH YOU THE RESULTS OF THE WORKSHOP CONNECTING TO 32 ATTENDEES OUR OBLIGATION IS TO GET FROM THE COMMUNITY INTO WHAT SHOULD BE A MARKETING PLAN AND WE DO THAT EVERY YEAR AND WE BRING YOU THAT INPUT WHICH IS IN THE PRESENTATION THAT YOU HAVE THERE AND WE ALSO TAKE FROM YOU ANY ADVICE THAT YOU MADE TO ADDRESS ANY QUESTIONS YOU MAY HAVE HAD AND IN THE INTEREST OF SPEED AND EFFICIENCY I ASK YOU HAVING REVIEWED THAT AND IF YOU HAVE

ANY QUESTIONS ABOUT THAT >>.

[INDISCERNIBLE] >> WE GOT INPUT FROM THE BOARD OF DIRECTORS AS WELL AND. [INDISCERNIBLE] AND UNLESS YOU HAVE QUESTIONS ABOUT THOSE ITEMS THAT'S ALL I HAVE.

I WOULD ASK YOU TO TAKE A CLOSE LOOK AT THE TWO-YEAR MARKETING PLAN WE DO ADDRESS MILLENNIAL'S AND WE SEE THAT THERE IS A GOOD DEAL OF SYNERGY BETWEEN THE PROGRAM WE FOR DECADES HAD A.

[INDISCERNIBLE] PROGRAM AND WE WILL CONTINUE TO WORK WITH CHRISTINA AND HER STAFF ON COORDINATING SO WE CAN BE AS

[11. MONTHLY REPORTS PROVIDED IN PACKETS]

[13. NEXT MEETING DATE]

[12. MEMBER COMMENTS]

>> WE DID TALK ABOUT THE NEXT MEETING AND MEMBER COMMENTS TO

CHANGE THE MEETING TO MAY >> YOU DON'T NEED ANYTHING WE WILL MAKE NOTE THE NEXT MEETING WILL BE MAY 17.

AT 1:30 PM IN THIS ROOM AS USUAL.

>> I DO HAVE A COMMENT. [INDISCERNIBLE]

>> I WANT TO THANK YOU GUYS FOR DOING THAT THAT WAS A BIG MOUNTAIN TO CLIMB. [INDISCERNIBLE]

>> ONE THING I WANT TO MENTION SOME UNEMPLOYMENT REPORTS HAVE COME OUT ÃA 3.3 PERCENT AND WE LOOK AT WHAT'S AFFECTING THE CITY AND OUR POPULATION HUNDRED AND 10 UNDER 15,000 PEOPLE AND

* This transcript was compiled from uncorrected Closed Captioning.