Oct 18, 2021 Tourist Development Council

[Items 1 - 3]

[00:00:40]

>> THANK YOU ALL FOR PAYING ATTENTION TO THE GAVEL.

DANNY TELLS ME HE'S NOT SEEN IT USED BEFORE IN THE YEARS HE'S BEEN HERE. I CAN'T REMEMBER.

BUT HE HASN'T SEEN IT USED. SO MAYBE WE'RE STARTING A NEW TRADITION. WHEN MICHAEL RETURNS, WE'LL USE THE GAVEL. DANNY, HAS VOLUNTEERED TO LEAD US IN THE PLEDGE. I PLEDGE ALLEGIANCE TO THE FLAG OF THE UNITED STATES OF AMERICA AND TO THE REPUBLIC FOR WHICH IT STANDS, ONE NATION UNDER GOD, INDIVISIBLE, WITH LIBERTY AND JUSTICE FOR

ALL. >> THANK YOU, DANNY.

AND, DENA WILL DO THE ROLL CALL

[4. APPROVAL OF AGENDA ]

>> THANK YOU. THIS IS MY FIRST ATTEMPT, OR OPPORTUNITY, TO SIT IN THIS CHAIR.

SO BEAR WITH ME, PLEASE. I DO HAVE DANNY, WHO'S GOT LOTS OF EXPERIENCE UP HERE. SO HE'S VOLUNTEERED TO COACH ME AS WE GO FORWARD. SO THE FIRST ITEM, ITEM NUMBER 4

[5. APPROVAL OF MEETING MINUTES]

THAT'S THE APPROVAL OF THE AGENDA.

>> SO MOVED. >> SECOND.

>> I HAVE A MOTION AND A SECOND. ALL THOSE IN FAVOR.

NUMBER 4. NUMBER 5 ALSO REQUIRES ACTION.

THAT'S THE APPROVAL OF THE MINUTES FROM THE SEPTEMBER TDC MEETING. ANY CORRECTIONS OR ADDITIONS TO

THE MINUTES? >> MOTION TO APPROVE.

>> SECOND. >> I HAVE A MOTION AND A SECOND TO APPROVE THE SEPTEMBER MEETING MINUTES.

ALL IN FAVOR?

[7. SPORTS TOURISM GRANT APPROVALS AJGA SM Application]

>> OPPOSED? NOW THE PUBLIC COMMENT.

DANNY WILL READ THE GUIDELINES FOR THAT.

>> IS THERE ANY PUBLIC COMMENT? SEEING NONE, I'LL DISPENSE WITH

THE READING. >> YOU'RE GOING TO GET A REDUCTION IN YOUR PAY FOR TODAY IF YOU DON'T READ THAT, BUT OK.

AND WE ARE NOW AT AGENDA ITEM NUMBER 7.

AND INFORMATION ABOUT THAT WAS CONTAINED IN OUR PACKET OF INFORMATION. AND THIS IS THE SPORTS TOURISM

GRANT APPROVALS. >> GOOD AFTERNOON.

LET ME FIX THE SLIDE. PROBABLY DON'T NEED IT.

A REQUEST FROM AMERICAN JUNIOR GOLF ASSOCIATION -- DID YOU GUYS

HAVE A QUESTION? >> WE'RE WONDERING -- SHOULD WE APPROVE THESE GRANTS ONE AT A TIME --

>> TODAY WE ONLY HAVE ONE REQUEST.

TYPICALLY, THESE GRANT APPLICATIONS GO FIRST FOR REVIEW BEFORE THE RECREATION ADVISORY BOARD.

HOWEVER, THIS APPLICATION IS A FOREIGN EVENT THAT TAKES PLACE JANUARY 14 THROUGH 17. THIS WILL BE OUR LAST MEETING, OUR LAST TDC MEETING UNTIL JANUARY 31ST.

THE RECREATION ADVISORY BOARD WILL NOT MEET UNTIL OCTOBER 20TH. SO THIS COMING WEDNESDAY.

SO THEY HAVE NOT REVIEWED THIS ONE AND MADE A RECOMMENDATION YET. THE GROUP IS ASKING FOR $10,000 SPONSORSHIP, SO THE RECOMMENDATION OF THE TDC WOULD

[00:05:02]

$10,000 AMOUNT. >> WOULD THE THE $10,000 BE A GRANT, QUOTE, FROM THE TDC TO THIS CATEGORY? OR IS THAT SOME OF THE ADDITIONAL MONEY THAT THAT

CATEGORY RECEIVD -- >> AS PART OF THE BUDGET THERE'S A SPORTS TOURISM GRANT LINE. SO GOING INTO THIS FISCAL YEAR, FISCAL YEAR '22, THE BUDGET FOR TOURISM INCLUDED $250,000 ALLOCATION TO THAT LINE. SO THIS WOULD BE $10,000 OF THAT

ALLOCATION. >> FROM THAT LINE?

>> FROM THAT LINE CATEGORY 3, WHICH IS LEISURE AND

>> OK. SORRY.

>> IT'S OK. AS YOU CAN SEE, THE AMERICAN

JUNIOR GOLF ASSOCIATION -- >> MAYBE I MISSED IT.

YOUR NAME. >> SORRY.

TEDDY MEYER PARKS AND RECREATION FACILITY MANAGER.

AMERICAN JUNIOR GOLF ASSOCIATION REQUESTING $10,000 FOR AN EVENT AT WORLD GOLF VILLAGE SUMMER AND SQUIRE JANUARY 14 TO 17.

THEY WILL HERE BACK IN TWO DAYS FOR THE REC ADVISORY BOARD BECAUSE OF THE MEETINGS AS PRESENTED.

ADAM ROGERS FROM AMERICAN JUNIOR GOLF IS HERE IF YOU HAVE QUESTIONS FROM THE PACKET THAT YOU GUYS PROVIDED IN THE AGENDA.

>> I'M WONDERING NOW -- WE'RE GOING TO APPROVE $10,000

IS THAT RIGHT? >> THAT'S CORRECT.

>> AND THEN YOUR ORGANIZATION WILL THEN COME TO THE RIGHT NUMBER AND YOU'LL INFORM US BACK WHAT THE NUMBER IS ACTUALLY?

>> THEY WILL GO TO THE REC ADVISORY BOARD AND THE REC ADVISORY BOARD WOULD FIND CONDITIONAL APPROVAL AS WELL.

THEIR APPROVAL THEN COMES TO YOU GUYS.

>> WE'LL FOLLOW UP WITH YOU AND LET YOU KNOW THE AMOUNT THE RECREATION ADVISORY BOARD ENDS UP APPROVING.

WE'LL COVER THAT IN THE JANUARY MEETING.

>> THANK YOU. >> ANY OTHER QUESTIONS OR

DISCUSSION? >> HAS THIS BEEN DONE BEFORE,

THIS TOURNAMENT? >> THIS IS ACTUALLY A BRAND-NEW EVENT. AND THIS EVENT WILL BE THE -- THEY HAVE THREE -- THEY HAVE THE USUAL JUNIOR EMPLOYEERS, THE BILLY HORSCHEL, WHICH WAS A WEEK AGO.

THIS WILL BE THE THIRD ONE THEY HOST.

WITH THE GRANT, THEY ARE HOPING TO -- THE PLAN IS TO MAKE ST.

JOHNS COUNTY THE PRESENTING SPONSOR OF THE EVENT.

SO A LITTLE BIT DIFFERENT THAN USUAL, BUT NICE PUBLICITY ALL

THE SAME. >> TEDDY, DO THEY HAVE NUMBERS

FROM THE BILLY HORSCHEL? >> THEY DON'T HAVE NUMBERS JUST YET. THEY ARE WORKING ON THAT.

WE SHOULD HAVE THEM PROBABLY IN THE NEXT WEEK OR SO.

>> OK. >> THIS BEING THE FIRST OF ITS KIND TO BE HELD HERE IN THE IS THAT CORRECT?

>> THAT'S CORRECT. >> IS THERE -- DID WE GO OUT AND SOLICIT THIS OR DID THEY FIND US?

>> I THINK JUST FROM THE RELATIONSHIP WITH THE JUNIOR PLAYERS IN SEPTEMBER AND THEN THE BILLY HORSCHEL, WHICH HAS BEEN BACK AND FORTH WITH THE COUNTY.

THE COUNTY CAME US TO BECAUSE OF OUR RELATIONSHIP.

LOOK FOR ANOTHER OPPORTUNITY TO HOST INSIDE THE COUNTY.

>> ANY OTHER QUESTIONS? DO WE HAVE A MOTION?

>> I'LL MOVE THE >> SECOND?

>> I'LL SECOND. >> THERE NEEDS TO BE PUBLIC

COMMENT FOR -- >> SORRY.

ANY PUBLIC COMMENT REGARDING THIS REQUEST? HEARING NONE, PATRICK, DO THEY NEED TO MAKE THEIR MOTION AND

[8. FY22 PROMOTION PLAN UPDATES]

SECOND >> NO.

THEY ARE GOOD. >> OK.

SO WE HAVE A MOTION AND A SECOND TO APPROVE THE REQUEST.

ALL IN FAVOR?

>> OPPOSED? THIS MOTION IS

>> THANK YOU. >> THANK YOU.

WE ARE NOW DOWN TO NUMBER 8. AND

>> FOR PROMOTION UPDATES, A BRIEF PRESENTATION FROM THE CULTURAL COUNCIL AND THE VISITORS AND CONVENTION BUREAU TO UPDATE THE TDC ON HOW THEY WILL SPEND ADDITIONAL DOLLARS EACH OF THEIR RESPECTIVE ORGANIZATIONS WILL BE RECEIVING FOR PROMOTIONS AS A RESULT OF THE -- THE FIFTH CENT AFTER THE TDC HEARD THE PROMOTIONAL PLANS FOR FISCAL YEAR '22.

THIS IS AN UPDATE ON HOW THE ADDITIONAL FUNDS WILL BE SPENT BY EACH ORGANIZATION AND THE CULTURAL COUNCIL WILL GO FIRST.

[00:10:05]

>> QUESTION OF TERA. WILL THE OTHER CATEGORIES THAT RECEIVED 40% EACH FROM THE ADDITIONAL PENNY ALSO BE REQUESTED TO MAKE A PRESENTATION OF THOSE -- HOW THOSE DOLLARS

WILL BE EXPENDED? >> WE CAN CERTAINLY RECIRCLE BACK AROUND AND GIVE THAT UPDATE.

IN THE LAST TDC MEETING I GAVE A HIGH-LEVEL OVERVIEW OF HOW THE DOLLARS WERE ALLOCATED WITHIN THOSE CATEGORIES.

BUT I CAN REASON THAT OUT AND WE CAN CIRCLE BACK AROUND ON THAT

FOR THE NEXT MEETING. >> I DON'T WANT TO MAKE EXTRA WORK, LONGER MEETINGS FOR PEOPLE IF THAT'S NOT OF INTEREST TO THE COUNCIL. BUT IT WOULD SEEM TO ME 40% GOING INTO THOSE TWO CATEGORIES, IT WOULD BE GOOD TO HEAR HOW

THAT'S BEING USED. >> SURE.

SO A GOOD -- >> BUT NOT TODAY.

>> RIGHT. BUT A GOOD PORTION WENT TO CATEGORY 5 FOR BEACH EXPENDITURES AND THERE HASN'T BEEN AN ALLOCATION OF THOSE FUNDS YET.

THEY ARE SITTING IN RESERVES WAITING FOR A PROJECT TO COME UP FOR USE. THAT'S A GOOD PORTION OF THE MONEY. LIKE I SAID, I WILL PULL TOGETHER WHAT WAS PROVIDED LAST MEETING AND ELABORATE AND WE CAN

CIRCLE AROUND IN JANUARY ON IT. >> OK.

THANK YOU. >> GOOD AFTERNOON.

I'M CHRISTINA PARRISH-STONE WITH THE ST. JOHNS CULTURAL COUNCIL.

THANK YOU FOR YOUR EFFORTS IN ADVOCATING FOR THE ADDITIONAL BED TAX THAT LED TO $185,000 ICREASE IN THE CULTURAL COUNCIL'S ADVERTISING BUDGET. THIS SLIDE SHOW IS GOING TO TAKE YOU THROUGH THE ADVERTISING SPENT FOR THAT EXTRA 185.

WE ARE TRYING TO TARGET SPECIFICALLY MARKETS THAT ARE GOING TO RESPOND TO OUR NEW CULTURAL GUIDE AND THE WORK THAT WE HAVE BEEN DOING OVER THE PAST YEAR AND TO DO THINGS THAT ARE GOING TO COMPLEMENT THE WORK OF THE VISITORS AND CONVENTION BUREAU. A COUPLE OF THINGS YOU'LL SEE ARE GOING TO BE COLLABORATIONS WITH THE VISITORS AND CONVENTION BUREAU. THE FIRST MEDIA WE'RE GOING TO INVEST IN IS "NEW YORK TIMES." THIS IS A VISIT FLORIDA CO-OP OPPORTUNITY. WE WILL BE TARGETING FOLKS THAT ARE IN MARKETS TO ST. AUGUSTINE, INCLUDING OUR BRAND-NEW FLIGHT FROM NEW YORK TO DIRECTLY TO THE ST. AUGUSTINE AIRPORT.

THIS WILL BE PRIMARILY DIGITAL WITH A LITTLE BIT OF PRINT.

THE READERS OF THE "NEW YORK TIMES" TEND TO FIT INTO THE DEMOGRAPHIC THAT WE ARE TARGETING, THE VERY HIGH-INCOME FOLKS THAT ARE INTERESTED IN CULTURAL TOURISM AND UNIQUE PLACES LIKE ST. AUGUSTINE. SO WE'RE SPENDING $40,000 WITH THE "NEW YORK TIMES." WE ARE WORKING WITH "SOUTHERN LVING," WHICH IS A LIFESTYLE MAGAZINE THAT INVESTS ABOUT 50% OF ITS CONTENT IN TRAVEL, SPECIFICALLY CULTURAL TRAVEL FOCUSSING ON THE SOUTH, BUT THEY HAVE A WIDE READERSHIP ACROSS THE COUNTRY. WE'RE ACTUALLY TARGETING MARKETS IN THE MIDWEST, CHICAGO, THE MID-ATLANTIC, AND TEXAS, WHICH ARE MARKETS WE HAVEN'T GOTTEN INTO TOO HEAVILY AT THIS POINT.

THE PRINT THAT WE DO WITH THEM WILL BE DIRECTING PEOPLE TO OUR NEW CULTURAL GUIDE, WHICH IS ONLINE A CONTEST THAT WILL ALLOW PEOPLE TO REGISTER FOR SOME FREE TRIPS TO ST. AUGUSTINE.

AND WE'RE ABLE TO PICK UP QUITE A BIT OF PRINT AND DIGITAL BY WORKING CLOSELY WITH OUR REP TO GET REMNANTS.

SO WE'RE STRETCHING THIS $40,000 INVESTMENT A LOT FARTHER THAN YOU TYPICALLY CAN WITH "SOUTHERN LIVING." THEY ARE GOING TO PARTNER WITH US ON A OUR ST. AUGUSTINE FOOD AND WINE FESTIVAL. ADDITIONAL NO-COST PROMO.

A "SOUTHERN LIVING" EDITOR WILL BE PROMOTING THE WINE FESTIVAL.

"SOUTHERN LIVING" ADDS CACHE TO THAT EVENT, WHICH WAS ALREADY NAMED ONE OF THE TOP 10 FOOD + WINE EVENTS IN FLORIDA IN ITS FIRST YEAR. SO $40,000 WITH "SOUTHERN LIVING." WE'RE GOING TO MAKE A SMALL INVESTMENT IN THE MAGAZINE CALLED "WASHINGTONIAN" BECAUSE THEY HAVE A REALLY GREAT VISIT FLORIDA CO-OP THAT INCLUDES A LOT OF E-NEWSLETTERS AND THINGS OF THAT NATURE AS WELL AS PRINT.

AND WASHINGTON, D.C. IS A GOOD MARKET FOR US WITH A LOT OF FOLKS INTERETED IN TRAVELLING TO FLORIDA.

SO $7,500 OF OUR ADDITIONAL SPEND WILL GO TO "WASHINGTONIAN." THIS I THINK IS A REALLY WONDERFUL MEDIA PLACEMENT FOR US.

NATIONAL TRUST FOR HISTORIC PRESERVATION BECAUSE OF OUR FIVE CENTURIES OF ARCHITECTURE IN ST. AUGUSTINE AND ALL OF OUR FIRST AND ONLY'S IN THE UNITED STATES. THEY ARE A QUARTERLY PUBLICATION. SO WE'LL BE INVESTING IN PRINT AND DIGITAL ADVERTISING WITH THEM.

THEY HAVE NEW ONLINE TRAVEL SECTIONS THAT ARE GOING TO BE

[00:15:01]

SO WE'RE INVESTING ABOUT $32,500 WITH "PRESERVATION." THE LAST ITEM IS A COLLABORATION WITH THE VCB.

THEY HAVE BEEN WORKING WITH FOLKS AT "SAMANTHA BROWN'S PLACES TO LOVE," HAVING CONVERSATIONS WITH THEM FOR A WHILE. WE STARTED TALKING TO THEM OVER THE LAST YEAR AND DO HAVE CALLS SCHEDULED, HOPING TO FINALIZE A SPONSORSHIP OF THEIR NEXT SERIES, WHICH WOULD ALLOW A 30-MINUTE EPISODE FILMED IN ST. AUGUSTINE AND A LOT OF ADDITIONAL OPPORTUNITIES FOR ENGAGEMENT.

THEY ARE THE HIGHEST RATED TRAVEL SHOW ON PBS AND THE EPISODES THAT HAVE RUN SO FAR, THE ONES ON FOR TWO YEARS HAVE HAD MORE THAN 3.5 MILLION VIEWERS.

REALLY HIGH QUALITY AND THE KIND OF SHOW THAT WILL GET US A LOT OF ATTENTION FOR A LOT OF DIFFERENT REASONS.

THAT'S $65,000 INVESTMENT, ALTHOUGH WE BELIEVE WE MAY BE ABLE TO DO THIS FOR LESS THAN THAT.

THAT WOULD BE THE ENTIRE INVESTMENT.

THERE WOULD NOT BE ADDITIONAL FUNDING FROM THE VCB AT THAT LEVEL. BUT WE WILL COORDINATE THAT WITH THE VCB. AND THAT'S HOW WE'RE SPENDING OUR EXTRA $185,000. I WELCOME ANY QUESTIONS THAT YOU

HAVE ABOUT THAT. >> I HAVE A QUESTION.

I REALLY LIKE THE PRESENTATION. I'M CATHY.

I APOLOGIZE IF I ASK STUPID QUESTIONS, BECAUSE I MAY.

WHEN YOU TALK ABOUT COLLABORATION WITH THE VCB, I SERVED ON THAT BOARD. FULL DISCLOSURE.

HOW DID THAT COME ABOUT THE COLLABORATION WITH THEM AND DID YOU INTO INTO THAT I'M THRILLED TO SEE "PRESERVATION" MAGAZINE AS A READER OF THAT, BUT HOW DID YOU GO INTO CHOOSING? DID THEY WORK WITH YOU ON ANY OF THAT OR --

>> SO WE HAVE REALLY BEEN WORKING HARD TO WORK MORE CLOSELY BETWEEN THE VCB AND THE CULTURAL COUNCIL.

IN FACT, I'M JOINING THEIR BOARD AS A LIAISON STARTING THIS MONTH AND HAVE BEEN ATTENDING THEIR MEETINGS.

WE HAVE REGULAR CONVERSATIONS, RICHARD AND I, SUSAN AND I, OTHER STAFF MEMBERS. HISTORICALLY WE HAVE NOT DONE AS GOOD A JOB COMMUNICATING ABOUT THINGS.

IF I FIND AN OPPORTUNITY THAT I THINK LOOKS GOOD FOR THE CULTURAL COUNCIL, I'LL CONTACT THE VCB TO SAY, HEY, WE'RE WORKING ON THIS, SAMANTHA BROWN IS AN EXAMPLE.

WE SAW THAT AS GOOD OPPORTUNITY FOR US.

ONCE THEY RESPONDED, THE PRODUCERS OF THE SHOW RESPONDED, I CONTACTED BARBARA GOLDEN, WHO TYPICALLY DOES OUTREACH FOR VCB, WHO LET ME KNOW SHE HAD CONVERSATIONS WITH THEM OVER THE PAST COUPLE OF YEARS AS WELL. SO WE'LL WORK TOGETHER TO BRING THAT OPPORTUNITY TO FRUITION. SAME THING ON -- I ATTEND THEIR MEETINGS, I LOOK AT THEIR MARKETING PLANS AND SEE WHERE THEY ARE PLANNING TO SPEND MONEY AND WHICH PUBLICATIONS THEY ARE WORKING WITH. FOR EXAMPLE, "PRESERVATION" IS SOMETHING THAT -- IT'S A VERY TARGETED READER, AS YOU KNOW,

SINCE YOU'RE A READER. >> YES.

>> PROBABLY NOT A PUBLICATION THE VCB WOULD TYPICALLY SELECT.

SO IT'S A GOOD FIT FOR US. A GOOD WAY FOR US TO ADD VALUE

RATHER THAN DUPLICATE EFFORTS. >> I REALLY LIKE HEARING THAT.

THANK YOU. IF THERE'S NOTHING ELSE, THANK

YOU FOR THE OPPORTUNITY. >> I NOTICE THE SAMANTHA BROWN EPISODE IS NOT FIRMED UP YET. DO YOU KNOW WHEN THAT WILL --

>> IF THIS MEETING END BEFORE 3:30, I HAVE A CALL AT 4:00 WITH THE PRODUCER OF THAT SHOW. I HAVE BEEN TOLD THAT THEY ARE VERY INTERESTED IN COMING TO ST. AUGUSTINE.

SO I FEEL VERY POSITIVE ABOUT THE OPPORTUNITY.

BUT I WOULD SAY BY THE NEXT MEETING WE SHOULD BE ABLE TO LET YOU KNOW IF THAT HAS BEEN SECURED.

IF IT'S NOT, WE PLAN TO INVEST THOSE FUNDS IN SOME TARGETED DIGITAL ADVERTISING, PROBABLY WORKING WITH EPSILON/CONVERSANT.

WE HAVE NEW VIDEO THAT WAS CREATED AND WANT TO DELIVER THAT TO MARKETS WE HAVE TARGETED. WE HAVE A BACKUP PLAN.

BUT I FEEL PRETTY GOOD ABOUT SAMANTHA BROWN.

>> GREAT. I WANT TO ECHO CATHY'S COMMENTS ABOUT COLLABORATION WITH THE VCB.

I THINK THAT'S GREAT. I CERTAINLY HOPE THAT THAT CAN CONTINUE ON A REGULAR BASIS. I'D SAY THE SAME TO RICHARD.

IF HE MAKES THE PRESENTATION FOR THAT ORGANIZATION AS WELL.

IT'S ALL TO THE BENEFIT OF THE INDUSTRY AND WE'LL GO A LOT FURTHER IF WE CAN COLLABORATE AND NOT TRY TO COMPETE.

[00:20:02]

>> THANK YOU. I THINK THERE'S A STRONG COMMITMENT FROM EVERYBODY INVOLVED TO MAKE THAT HAPPEN.

>> GREAT. ANY OTHER QUESTIONS? THANK YOU. NOW THE VCB.

>> GOOD AFTERNOON, EVERYONE. GOOD TO SEE EVERYBODY HERE.

WE'RE GOING TO SHOW YOU A GROSS OVERVIEW OF THE IMPACT ON THE BUCKET AND WE'RE GOING TO DO SOMETHING THAT WE HAVE NOT DONE WITH THE TDC BEFORE. AND THAT IS WE'RE GOING TO PRESENT IN BRIEF FORM, WE'RE GOING TO PRESENT ACTUAL MEDIA PLAN AND SHOW YOU WHERE THAT MONEY IS ACTUALLY BEING SPENT.

IT WILL BE CONCISE, BUT IT WILL GIVE YOU A LITTLE MORE DETAIL, THE KINDS OF THINGS THAT TYPICALLY OUR BOARD OF DIRECTORS AT VCB SEES. IN ADDITION, I HAVE GOT IN HERE AN ELEMENT THAT WE WERE ASKED TO SHOW YOU RELATING TO THE SMALL COMMUNITY AIR SERVICE DEVELOPMENT FUND, THE FEDERAL MONEY THAT WE PARTICIPATED IN GETTING A GRANT FOR.

SO WITHOUT ANY FURTHER ADIEU -- MAYBE I WAS POINTING THE WRONG WAY. THERE WE GO.

FROM A BUDGETARY STANDPOINT, THE 10% OF THE FIFTH CENT EQUATES TO $300,000. THAT TAKES US -- OUR BUDGET UP BY 7% ABOVE WHAT IT WAS BEFORE TO THAT $404,742,000.

THAT'S 2% LESS THAN WHAT WE HAD THIS PAST FISCAL YEAR, BUT THAT'S BECAUSE OF OUR CARRYOVER FROM THE 2020 YEAR.

ORIGINALLY THE ALLOCATION WITH THE COUNTY WAS 3.9.

SO IT'S DEFINITELY AN ADVANTAGE AND A BENEFIT.

I WON'T GO THROUGH THE STRATEGIC PLAN, HOW THAT SUPPORTS THE TDC'S STRATEGIC PLAN AS A MATTER OF FORMAT, THAT'S SOMETHING WE INCLUDE IN OUR MARKETING PLANS IN EACH AREA, HOW EACH STRATEGY SUPPORTS IT. BUT THOSE WE HAVE THERE.

WE HAVE KEY PERFORMANCE METRICS ASSOCIATED WITH EACH ITEM.

IN TERMS OF THE BUDGET, IT'S SIMPLY THE APPROVED BUDGET, THE ALLOCATIONS WILL BE FOLLOWED ACCORDING TO PLAN.

SO I APOLOGIZE FOR THIS I-CHART. THIS GIVES IN DETAIL WHERE THE DOLLARS -- I SAY DETAIL. THE LARGER BUDGET LINES.

AS YOU CAN SEE, $252,500 GOES TO ADVERTISING.

$30,000 WENT INTO FULFILLMENT AND $17,500 INTO RESEARCH.

LET ME TALK ABOUT THE FULFILLMENT REAL QUICK.

AS YOU RECALL, THE MARKETING PLANS PRESENTED TO YOU IN JUNE -- WELL, DURING THE SUMMER WE HAD A CLOSSAL INCREASE IN THE DEMAND -- THE PRINTED VERSION OF THE TRAVEL PLANNER.

THAT OF COURSE IS MAILED. WE FOUND WE HAD UNDERBUDGETED AT THAT TIME. SO THAT'S THE REASON FOR THAT INCREASE IN THAT CATEGORY. IN THE RESEARCH SIDE, WE FELT IT WAS IMPORTANT AND WE HAD HAD REQUESTS FROM MEMBERS OF THE TDC TO CLOSE THE LINK BETWEEN THE WORK THAT IS DONE FOR TOURISM AND THE ECONOMIC IMPACT TO THE COUNTY.

SO WE ALLOCATED FUNDS TO INITIATE A SURVEY OF THAT IMPACT. AND SO THAT'S WHAT THOSE WENT TO. SO THAT'S BASICALLY HOW WE'RE FUNDING IT. $0 GOES TO OVERHEAD.

ALL OF IT GOES INTO ADVERTISING. HERE'S THE BREAKDOWN.

$231,500 TO TRADITIONAL AND DIGITAL ADVERTISING THAT WILL BE MANAGED THROUGH THE ADVERTISING AGENCY.

$21,000 TO THE AIR SERVICE SUPPORT ADVERTISING.

NOW, THAT IS A LINE ITEM IN OUR MEDIA PLAN AND OUR MARKETING PLAN THAT IS IN ALLOCATION FOR SUPPORT, SHOULD WE HAVE AN AIRLINE. WE HAVE AN AIRLINE AND THE PROMISE OF SUPPORTING ANOTHER AIRLINE, AMERICAN SOMETIME IN THE NEXT CALENDAR YEAR. SO WE FELT LIKE WE NEEDED TO ADD SOME TO THAT BUDGET. NOW, THAT BUDGET IS NOT ALLOCATED PRECISELY RIGHT NOW BECAUSE IT DEPENDS ON WHICH MARKETS THE AIRLINES ADDRESS AND WHAT THEIR EXPECTATIONS ARE.

SO THAT'S THE REASON WHY THAT'S AN ALLOCATION.

IF THAT ALLOCATION WENT FROM A LITTLE OVER 150 -- SO $154,000

[00:25:08]

>> RICHARD, THERE WAS A NOTE I THINK IN THE MEDIA ABOUT THE AIRLINE SERVICE. COULD YOU PUT A NOTE HERE WHAT

YOUR UNDERSTANDING OF THAT IS? >> SURE.

SURE. SO ARE YOU TALKING ABOUT THE GRANT? OK.

I'LL HAVE THE DETAIL OF THAT IN THE NEXT SLIDE.

YOU'RE PRESSING IT. I EXPLAINED WHAT THE RESEARCH ALLOCATION IS FOR. THAT AMOUNT IS WHAT IT IS BECAUSE THE PRESUMPTION IS WE WOULD BE ABLE TO WORK WITH DATA THAT HAS BEEN COLLECTED OVER THE LAST YEAR AND HELP US UPDATE THAT ECONOMIC IMPACT DATA. IN THAT SPECIFIC REQUEST WE'RE PROVIDING WITH THE EXPERTISE OF AIR SERVICE DEVELOPMENT.

THEY ARE THE CONSULTANTS TO THE NORTHEAST REGIONAL AIRPORT FOR AIR SERVICE DEVELOPMENT. WE HAD THEM ANALYZE THE SEASONALITY AND THE EXPECTATIONS OF AMERICAN.

NOW, THIS IS IMPORTANT. THIS WAS ALLOCATED -- THIS IS PART OF THE COMMITMENT THAT WE MADE TO SUPPORT THAT $700,000 GRANT. OUR ALLOCATION OVER FIVE YEARS WILL BE $300,000. SO IN THE FIRST FISCAL YEAR THIS IS A MONTHLY BREAKOUT OF WHAT THE ANTICIPATED, BUT ESTIMATED, AMOUNT MIGHT BE. NOW, OUR DESIRE -- AND I THINK EVERYONE'S DESIRE -- IS THAT THAT NUMBER UNDER TOTAL IS ZERO.

SO SHOULD AMERICAN AIRLINES AND THE NEGOTIATION THAT THE AIRLINE -- THAT THE AIRPORT CONDUCTS WITH THEM -- SHOULD THAT BE VERY SUCCESSFUL AND AMERICAN BE SUCCESSFUL TRAVELING IN BOTH DIRECTIONS, RIGHT NOW THAT DESTINATION IS CHARLOTTE, WHICH OF COURSE OPENS AMERICAN AIRLINES TO THE REST OF THE WORLD. WE HOPE THAT WILL BE ZERO.

BUT WE WERE ASKED FOR HOW COULD THIS BE ALLOCATED.

WE'VE GOT THAT FOR ALL FIVE YEARS.

>> RICHARD, WHERE DOES THE FLIGHT TO NEWARK LAND?

>> IT'S AT NEWARK LIBERTY INTERNATIONAL AIRPORT.

I DON'T KNOW ABOUT WHEN YOU LIVED THERE.

BUT WHEN I LIVED, NEWARK WAS ONE WE USED.

LA GUARDIA WAS CONVENIENT. NOT SO CONVENIENT NOW WITH THE CONSTRUCTION OF A MESS. BUT IT'S NEWARK.

AND WE'RE REALLY PLEASED WITH ELITE.

FOR THE NEXT PORTION OF -- ARE THERE ANY QUESTIONS BEFORE I CARRY ON? OK.

NEXT PORTION, WE INVITED THE ADVERTISING AGENCY.

THE ASSOCIATE DIRECTOR OF MEDIA WHO'S THE ASSOCIATE MEDIA DIRECTOR IS JORDY LUFT. HE HAS BEEN WORKING WITH US FOR THE THREE YEARS THAT WE HAVE WORKED FOR THAT -- WITH THAT AGENCY. AND DAVID CRANE IS THE DIRECTOR OF ACCOUNT SERVICES. HE IS ALSO OUR LEAD ON OUR BUSINESS. SO FOLKS THAT ARE GOING TO TAKE YOU THROUGH WHAT WE HAVE DONE WITH THE MEDIA PLAN AND HOW WE'RE GOING TO SPEND THAT ADDITIONAL $300,000 ARE HERE TODAY. SO I WANT TO INVITE THEM UP.

DAVID IS THE BEARDED ONE. AND I'LL BE HERE IF THERE ARE

ANY QUESTIONS. >> GOOD AFTERNOON.

I'M DAVID CRANE. I WANT TO APOLOGIZE FOR ALL THE PEOPLE BACK HERE WHERE I'M TURNING MY BACK.

I APOLOGIZE FOR THAT. WHAT WE WANTED TO DO TODAY, I'D LIKE TO TAKE A COUPLE OF MINUTES TO TELL YOU ABOUT PETER MAYOR.

THE REASON I THINK THAT IS IMPORTANT IS YOU ALL HAVE ENTRUSTED US WITH YOUR FUNDS AND BUDGETS AS WELL AS YOUR MARKETING DESTINATIONS. I LIKE TO CALL THESE HOPEFULLY CONFIDENCE BUILDER SLIDES BEFORE WE PASS IT TO JORDY.

PETER MAYOR IS ALMOST 55 YEARS OLD AND I HAVE BEEN AT -- TRAVEL AND TOURISM WAS A CORE PART OF OUR BUSINESS AND STILL IS TODAY.

I THINK WHEN A LOT OF AGENCIES TALK ABOUT WHO THEY ARE, WE LIKE TO BOIL IT DOWN INTO SOMETHING SIMPLE BECAUSE THERE ARE A LOT OF BIG WORDS ON THINGS WE DO AS A MARKETING AGENCY.

OUR PURPOSE IS REALLY WE HELP BRANDS MOVE PEOPLE.

MOST IMPORTANTLY, WE MOVE PEOPLE TO FEEL SO THAT EMOTIONAL CONNECTION WITH WHAT WE'RE MARKETING.

[00:30:02]

WE WANT THEM TO BE PART OF OUR COMMUNITY AND THINGS WE HAVE TO OFFER. THIS SLIDE KIND OF SHOWS THE BREADTH OF OUR EXPERIENCE. WE HAVE BEEN WORKING IN TRAVEL AND TOURISM FOR MANY, MANY YEARS.

EVERYTHING FROM DMOS TO HOTELS TO ATTRACTIONS.

ONE OF THEM RIGHT DOWN THE ROAD AT KENNEDY SPACE CENTER, WHICH IS A CURRENT CLIENT OF OURS. AGAIN, JUST TO SHOW YOU THAT WE HAVE A LOT OF EXPERIENCE IN TRAVEL AND TOURISM AND WE HAVE SEEN THE NATURE OF TRAVEL AND TOURISM CHANGE OVER THE MANY YEARS AND CERTAINLY HOW MUCH IT HAS CHANGED OVER THE LAST TWO YEARS. ANOTHER THING WE LIKE TO PRIDE OURSELVES ON IS WE LIKE TO USE DATA.

WE'RE VERY, VERY, VERY -- LOVE DATA IN ORDER TO HELP US UNDERSTAND WHAT'S HAPPENING. SO IT'S NOT ONLY THE ART -- THERE'S A LOT OF SCIENCE TO IT. ANOTHER THING THAT'S INTERESTING ABOUT NEW ORLEANS, WE HAVE BEEN THERE FOR A LONG TIME AND WE'RE BORN AND RAISED IN NEW ORLEANS, WHICH WE'RE PROUD OF.

BECAUSE NEW ORLEANS IS A UNIQUE CULTURE, WE'RE ABLE TO BRING A LOT OF TALENT FROM ALL OVER THE COUNTRY TO NEW ORLEANS TO BE PART OF OUR AGENCY. IF YOU RECOGNIZE NAMES FROM FACEBOOK BBDO TO DROGA 5. A LOT OF THE EXPERIENCE WE BRING TO THE TABLE IS NOT JUST THE HOMEGROWN, WHICH I AM A HOMEGROWN, WE LIKE TO BRING TALENT FROM ALL OVER THE COUNTRY TO MOVE FORWARD IN WHAT'S HAPPENING IN THE WORLD TODAY.

WITH THAT, I'M GOING TO HAND IT OVER TO JORDY TO TAKE YOU THROUGH OUR MEDIA PLAN FOR FISCAL '22.

IF ANYBODY CAN MAKE MEDIA ENTERTAINING, IT'S JORDY LUFT.

>> I HOPE I LIVE UP TO THAT INTRODUCTION.

THANK YOU, DAVID. GOOD AFTERNOON, EVERYBODY.

I WANTED TO START OUT TODAY AND KIND OF SHOW EVERYBODY ALL OF THE THINGS WE THINK ABOUT WHEN WE CHOOSE MEDIA, WHEN CHOOSING THE SPECIFIC COMPANIES WE WANT TO GO WITH.

THIS IS A CHECKLIST OF THE TEAM AT PETER MAYER.

WE DON'T JUST LOOK AT BOTTOM-LINE NUMBERS.

WE ALSO LOOK AT INDIVIDUAL MEDIA'S ROLE IN THE TRAVEL FUNNEL. WHAT IS THE GEOGRAPHY BEHIND IT.

HOW DOES THE AUDIENCE REACT TO THE MEDIA? ARE THEY ENGAGED TO IT? DO THEY REMEMBER THE COMMERCIALS? WHAT IS THE TECHNOLOGY THAT'S THERE? HOW CAN WE TARGET OUR AUDIENCE VERY EFFICIENTLY AND EFFECTIVELY TO MAKE THE MONEY AND THE BUDGET RESONATE? WE ALSO LIKE TO LOOK AT HISTORICAL PERFORMANCE, WHAT HAS WORKED WITH OTHER DESTINATIONS, WITH OTHER ATTRACTIONS. OF COURSE, YES, WE'RE NOT GOING TO OMIT THE COST FACTOR. WE WANT TO BE EFFICIENT IN DELIVERING OUR TARGET AUDIENCES. A LOOK AT THE MEDIA LANDSCAPE.

THIS IS A VERY EASY SLIDE TO LOOK AT.

THIS KIND OF ENCAPSULATES WHERE MEDIA IS AND WHERE IT'S GOING.

EVERYBODY KNOWS MORE PEOPLE ARE GRAVITATING TOWARDS DIGITAL MEDIA. YOU CAN SEE IT IN THE SLIDE.

FROM 2018 TO 2022 THE AMOUNT OF TIME SPENT WITH DIGITAL MEDIA HAS GONE UP. BUT THE OTHER KEY TAKEAWAY IS PEOPLE ARE STILL LOOKING AND UTILIZING TRADITIONAL MEDIA.

THE PRINT, THE TELEVISION, THE OUT-OF-HOME.

OUR CHALLENGE WITH PUTTING OUR PLAN TOGETHER IS HOW DO YOU TAKE THIS RESEARCH AND MARRY IT AND COME UP WITH THE RIGHT BALANCE.

THIS IS WHY I WEAR GLASSES IN MEDIA.

THIS IS HOW THE VIDEO MARKET IS BROKEN DOWN, HOW PEOPLE CAN CONSUME THEIR VIDEO CONTENT. WE HAVE TO NAVIGATE RESEARCH AVAILABLE IN-HOUSE AT THE HOUSE WE CAN SECURE WITH OTHER RESEARCH PARTNERS. LOOK AT HOW MEDIA INFLUENCES TRAVEL. YOU CAN SEE PEOPLE ARE USING ONLINE, DIGITAL TO RESEARCH TRAVEL AND ALSO TO BOOK TRAVEL.

WHAT KEEPS ME AND OUR TEAM UP AT NIGHT IS HOW DO WE ASSIMILATE AND TAKE THIS MEDIA RESEARCH INFORMATION AND HOW CAN WE BRAVE THROUGH THE CLUTTER WITH OUR BUDGET IN ORDER TO GET ATTENTION, IN ORDER TO GET NOTICE SO PEOPLE WHO RAISE THEIR HANDS AND WANT TO COME TO THIS DESTINATION.

LET'S START WITH OUR LEISURE MEDIA PLAN.

HERE WHAT OUR OBJECTIVES ARE, WE PUT TOGETHER THIS PLAN, IT'S PRETTY MUCH A FULL FUNNEL PLAN WHERE WE'RE TRYING TO BUILD THE

[00:35:01]

WE HAVE SEVERAL STRATEGIES IN ORDER TO DO THAT.

OUR MEDIA MIX THAT YOU WILL SEE LATER ON REFLECTS THE CURRENT AND EMERGING TRENDS. WE ARE TAKING THAT FULL FUNNEL APPROACH BRINGING PEOPLE THROUGH AWARENESS ALL THE WAY DOWN TO PROSPECTING PEOPLE WHEN THEY ARE SEARCHING WHAT TO DO AND WHERE TO GO ON THEIR VACATION. WE'RE ALSO RETARGETING PEOPLE WHO HAVE LANDED ON OUR SITE AND SHOWN AN INTEREST THEY MIGHT BE COMING HERE, WE WANT TO GO BACK TO THEM AND MAKE SURE WE SEAL THE DEAL. ALL RIGHT.

PREPARATION FOR A COOKIELESS WORLD.

I'M NOT TALKING OREOS ARE GOING AWAY.

IF ANYONE KNOWS ABOUT ADVERTISING, COOKIES ARE WHAT GIVES YOU INTELLIGENCE ON YOUR DIGITAL.

YOU PROBABLY SEE THIS ON A LOT OF WEBSITES.

THEY ASK FOR PERMISSION TO USE YOUR DATA IN TARGETING.

THAT COULD BE TRACKING YOUR SALES OR YOUR BROWSING HISTORY.

IN 2023 THIS IS GOING AWAY. OUR PLAN IS EVOLVING FROM COOKIE-BASED TARGETING TO DIFFERENT TYPES OF TARGETING.

WE'RE GOING TO BE TESTING THAT OUT THIS YEAR.

ONE OF THE THINGS WE'RE GOING TO BE DOING IS TRYING TO BUILD OUR DIRECT MARKETING LIST SO WE CAN MARKET THOSE PEOPLE IN THE FUTURE. WE ARE GOING TO CONTINUE TO EXPAND OUR DIGITAL TACTICS. THIS YEAR WE'RE LOOKING INTO PODCASTS, WE'RE LOOKING AT NOR NATIVE TYPE OF ADVERTISING.

WE TRY TO BE ON THE CUSP AND CUTTING EDGE TO MAKE SURE OUR MESSAGES ARE REACHING OUR TARGET.

ANNUAL BUYS WHERE ARE POSSIBLE. THIS ALLOWS US TO BUY IN ADVANCE TO GET THE BEST RATES AND MAXIMIZE EFFICIENCY.

FINALLY EACH YEAR WE LIKE TO DEDICATE MONEY FOR A CONTINGENCY FUND. SO WHO IS OUR TARGET AUDIENCE? YOU HAVE HEARD RICHARD AND OTHER PEOPLE TALK ABOUT PURPOSE PURSUERS. LET ME TELL YOU A LITTLE BIT ABOUT HOW WE GOT TO THAT. THE AGENCY HAS A LOT OF RESEARCH RESOURCES IN-HOUSE, SUCH SCARBOROUGH, SIMMONS, MRI.

WE HAD PRIMARY RESEARCH TRYING TO BUILD THESE PROFILES.

WE ALSO LOOKED AND TALKED TO STAKEHOLDERS IN THE DESTINATIONS, GOT THE FEEDBACK, AND BUILT THIS PROFILE WHICH WE THINK ARE THE BEST PROSPECTS TO COME HERE TO OUR DESTINATIONS.

THERE ARE TWO PARTS OF THIS TARGET.

THERE'S A YOUNGER TARGET THAT'S MORE FAMILY DRIVEN.

THERE'S A MATURE TARGET THAT GIVES US OPPORTUNITY MIDWEEK FOR PEOPLE TO COME MIDWEEK. A LOT OF SIMILARITIES BETWEEN THEM. THE YOUNG IS MORE FAMILY, CHILDREN IN THE HOUSEHOLD, MORE DIVERSE.

THE MATURE IS A LITTLE BIT MORE ABOUT THE BABY BOOMERS.

THEY HAVE THE SAME HOUSEHOLD AS THEIR TRAVELING FRIENDS, BY THEIRSELVES, BUT WITHOUT KIDS. OUR PLAN ADDRESSES THIS PURPOSE PURSUER. BUT WITHIN OUR DIGITAL PLAN WE'RE VERY AWARE OF THE TYPE OF TARGETS AND -- THAT WE HAVE -- THE ATTRIBUTES WE HAVE AS A DESTINATION.

SO WE CAN GO AFTER PEOPLE WHO LIKE NATURE, WHO LIKE CULTURE AND HISTORICAL TRAVEL, WHO ARE BEACHGOERS, THINGS LIKE THAT.

LET'S TALK ABOUT WHEN. OBVIOUSLY EVERY ADVERTISER WANTS TO BE OUT THERE AS MUCH AS POSSIBLE WITHIN BUDGET RANGE.

MAKES SENSE FOR A DESTINATION, RIGHT? IF YOU THINK ABOUT IT, PEOPLE ARE ALWAYS PLANNING VACATIONS, PLANNING TO GO SOMEPLACE, DOING THE RESEARCH.

SO WE WANT TO BE OUT THERE ON A CONSISTENT BASIS.

THIS ALSO HELPS US DRIVE TRAFFIC TO THE WEBSITE SO PEOPLE WHO DELVE INTO THE INFORMATION PRESENTED THERE AND PLAN TRIPS EVEN MORE. WE DO RECOGNIZE THAT THERE ARE CERTAIN PEAK TIMES HISTORICALLY FOR NORTH FLORIDA VISITATION.

SO WE'RE HEAVYING UP AND PUTTING MORE WEIGHT IN THE SPRING AND SUMMER. THERE ARE SECOND SUPPORT, SUPPORT MAJOR EVENTS LIKE NIGHTS OF LIGHT OR EASY SEASON.

ALSO, WE TAKE INTO ACCOUNT THE TRAVEL PURCHASING CYCLE.

HOW FAR IN ADVANCE ARE PEOPLE PLANNING THEIR VACATION? THAT'S WHERE WE WANT TO CONNECT WITH THEM.

A LITTLE BIT ABOUT WHERE WE'RE GOING.

WE HAVE PRIORITIZED A LOT OF OUR MARKETS.

THE REASONING BEHIND THIS IS GEOGRAPHIC PRIORITIZATION EQUALS MEDIA EFFECTIVENESS AND EFFICIENCY.

WE WANT TO INVEST IN MARKETS WE BELIEVE AND RESEARCH SHOWS HAS THE BEST POTENTIAL TO GIVE US A RETURN IN INVESTMENT.

[00:40:03]

I'LL GET THE FLY MARKETS IN A MINUTE.

WE CAN LOOK AT WHERE PEOPLE ARE COMING FROM WHEN THEY LAND ON OUR SITE OR WHERE THEIR SEARCHS ARE COMING FROM, WHAT AREA OF THE COUNTRY. WE HAVE NUMEROUS MARKETS AROUND THE COUNTRY LOOKING AT WHAT PERCENT OF THE POPULATION FITS THAT PURPOSE PURSUER TARGET. WE PARTNER TO SEE THE PEOPLE WHO ARE LANDING IN ST. AUGUSTINE AND PONTE VEDRA, WHERE ARE THEY COMING FROM, WHERE DOES THAT VISA CARD ORIGINATE FROM AND ARE THEY SPENDING MONEY WHEN THEY GET HERE.

WE HAVE INFORMATION FROM PIXELS WE PLACE ON THE ST. AUGUSTINE PONTE VEDRA SITE VISIT FLORIDA'S HISTORIC COAST SITE THAT GIVES US INTEL ON PEOPLE'S BROWSING HISTORY.

AND THEN OF COURSE GEOGRAPHIC PROXIMITY AND COST GOING TO THOSE MARKETS. HERE ARE THE PRIMARY MARKETS WE'RE GOING IN THIS YEAR. THIS IS NOT EXCLUSIVE.

THIS IS WHERE WE ARE FOCUSING A LOT OF OUR WAY.

AFTER DOING THAT EXERCISE ON THE PREVIOUS SLIDE, THIS IS WHAT WE CAME UP WITH FOR THE MARKETS. IN ADDITION TO THIS, WE'RE ALSO GOT BE COVERING LEGACY -- I WENT TOO QUICKLY.

LEGACY FLY MARKETS. YOU CAN SEE THE FOUR FLY MARKETS THERE. WE WILL BE SUPPORTING THE NEW YORK CITY DMA TO SUPPORT THE NEW ELITE FLIGHT THAT WILL BE COMING IN. AGAIN, THIS IS BACKED UP BY RESEARCH, WHAT VISA VIEW IS TELLING US WHERE THE VISA CREDIT CARD HOLDERS ARE COMING FROM. LET ME TALK A LITTLE BIT ABOUT ONCE A CAMPAIGN RUNS. WE ARE VERY INTO MEASUREMENT.

WHAT HAS WORKED? HOW CAN WE LEARN FROM THE PAST IN ORDER TO INFORM THE FUTURE? OUR ANALYTICS TEAM FOCUSES ON PEOPLE WHEN THEY GET TO OUR SITE, HOW ENGAGED ARE THEY, HOW MANY PAGES ARE THEY GOING INTO. THE MORE ENGAGED WE SEE PEOPLE GETTING TO OUR SITE, THE MORE TIME THEY ARE SPENDING THERE, THAT'S INDICATION TO US THAT THEY ARE REALLY SERIOUS ABOUT OUR DESTINATION AND ABOUT PLANNING A VISIT HERE.

SO HERE'S SOME OF THE QUESTIONS OUR ANALYTICS TEAMS WILL ASK THAT THEY COME BACK TO THE MEDIA TEAM TO TELL US THESE DIGITAL PARTNERS WORK, THIS DIDN'T WORK, THIS TYPE OF AD SIZE WORK.

WE'RE LOOKING AT HOW THEY ENGAGE ON THE SITE, HOW MUCH TIME, HOW MANY PAGE VIEWS WE'RE GETTING, WHICH SPECIFIC SECTIONS ARE THEY VISITING, HOW LONG ARE THEY STAYING, ARE THEY DOWNLOADING A BROCHURE, SIGNING UP FOR AN E-NEWSLETTER, THINGS LIKE THAT.

THIS IS OUR CHECKLIST WE HAVE WE HAVE WORKED OF HOW ARE WE GOING TO DEFINE SUCCESS. WHAT ARE THE KPIS, THE KEY PERFORMANCE INDICATORS? OBVIOUSLY DIGITAL IS VERY RICH IN DATA. SO THAT'S WHERE WE CAN GET THE MOST INFORMATION. SO WE CAN TELL, YOU KNOW, HOW PEOPLE INTERACT WITH THE CONTENT, WHAT IS RELEVANT PERFORMANCE VERSUS OTHER DESTINATION ADVERTISERS, HOW MUCH TIME ARE THEY SPENDING IN THAT.

BUT EACH AND EVERY ONE OF THESE COMPONENTS OF MEDIA MIX ARE MEASURED. WE DETERMINE WHAT IS WORKING SO WE KNOW WE ALWAYS ARE INVESTING OUR MONEY IN THE WISEST PLACES BASED ON HISTORY. ALL RIGHT.

SO I WANTED TO GLANCE OVER AND TAKE A FEW MOMENTS TO TALK ABOUT MEDIA. WE HAVE A SMALL INVESTMENT THERE ALSO. THE OBJECTIVES ARE SIMILAR AT THE TOP. GAINING AWARENESS.

WHAT WE'RE TRYING TO DO IS DRIVE RECOMMENDATIONS AMONG KEY PEOPLE AND GETTING THOSE RFP INQUIRIES. GETTING PEOPLE TO WILLIAM MCBROOM AND A TEAM OVER AT THE VCB.

WE'RE MOVING AWAY FROM PRINT. THEY ARE PRINTING LESS PUBLICATIONS AND NOT SPENDING -- THEY ARE NOT DOING IT AS FREQUENTLY AS THEY HAD IN THE PAST.

WHAT WE'RE RELYING ON IS A HEAVIER DIGITAL PRESENCE.

TAKING ADVANTAGE OF DIGITAL NEWSLETTERS OR WEBSITES, THINGS LIKE THAT. FEWER VEHICLES MEANING WE'RE GOING TO INVEST IN FEWER PARTNERS THAN WE HAVE IN THE PAST, BUT WE'RE GOING TO BE ABLE TO GAIN MORE IMPACT WITH THOSE PARTNERS. WE HAVE WORKED WITH WILLIAM AND HIS TEAM TO SEE WHICH EVENTS ARE IMPORTANT AND WE CAN TIE INTO THEM. A LITTLE BIT ABOUT OUR TARGET AUDIENCE WHEN IT COMES TO B AND B.

YOU CAN SEE WE'RE GOING AFTER TRAVEL AGENTS, TOUR OPERATORS, PLANNERS, SPORTS EVENT PLANNERS, CORPORATE MEETING PLANNERS.

OUR SCHEDULING IS PRETTY MUCH ONGOING.

IN THE B-TO-B LANDSCAPE AND WORLD YOU WANT TO BE EDITORIALLY

[00:45:02]

SOMETHING LIKE THAT. THAT'S WHAT WE'RE TRYING TO ACCOMPLISH THERE. OUR GEOGRAPHIC IS NATIONAL, BUT WE HAVE A SOUTHEAST OVERLAY FOR THOSE ASSOCIATIONS AND MEETINGS THAT CAN GET TO OUR DESTINATIONS EASIER.

NOW THE BUDGET SUMMARIES. HERE'S WHAT OUR PLAN LOOKS LIKE BEFORE THE ADDITIONAL $231,000. 92% OF OUR BUDGET IS ALLOCATED TO LEISURE. THE REMAINING 8%.

YOU CAN SEE WE HAVE A NICE MEDIA MIX HERE.

THIS IS REFLECTIVE OF THE RESEARCH SLIDES WE SHOWED YOU.

WE'RE A LITTLE BIT OVER 1.5 MILLION, BY FAR THE LARGEST INVESTMENT IS INTO DIGITAL MEDIA.

IN FACT, IF YOU ADD ALL OF THE DIGITAL TOGETHER, YOUR PAID SOCIAL, YOUR STREAMING AUDIO LIKE PANDORA, CTV THAT YOU GET DIGITAL OVER YOUR TV AT HOME, IT'S OVER 50% OF THE BUDGET.

53%, TO BE EXACT. TO SHOW YOU HOW MONEY IS DIVIDED UP BETWEEN DIFFERENT MARKETS, THIS IS AN IDEA OF HOW THE MONEY WILL LAND -- THIS IS BASED ON POPULATION ONCE WE START INVESTING IN DIGITAL MEDIA, OF COURSE WE'LL WHERE THE BETTER PERFORMING MARKETS. THERE'S ALSO SOME NATIONAL OVERLAY THAT'S NOT INCLUDED HERE.

BUT WE WANTED TO FEATURE THOSE KEY MARKETS WE TALKED TO YOU ABOUT. SO WHAT ARE WE GOING TO DO WITH THE 231,500? NUMBER ONE, WE'RE GOING TO ADD TO AN AUGUST SEPTEMBER -- WE'RE GOING TO DO AN AUDIO COMPONENT FOR EASY SEASON. THE ORIGINAL BUDGET WITHOUT THIS $231,000, WAS BASICALLY DIGITAL AND SOCIAL.

WE HAVE TRADITIONALLY IN THE PST ADDED RADIO INTO THE MIX.

IT GIVES US A LOT OF MESSAGE FREQUENCY BUT ALSO GIVES US A CHANCE TO TIE INTO RADIO STATIONS AND GET PROMOTIONS.

GET DEEJAYS TALKING ABOUT THE EVENT, GIVING PEOPLE VOUCHERS TO COME TO HOTELS. WE LOOKED AT TELEVISION AND VIDEO SCHEDULES AND WE VERY ABLE TO ADD MORE TO THE SUMMER SEASON TO KEEP OUR NAME OUT THERE WHEN THE FEMALES ARE ABLE TO TRAVEL BEFORE SCHOOLS REOPEN. WE DIDN'T HAVE VIDEO ADVERTISING OR TV IN GAINESVILLE IN OUR INITIAL PLAN AND WE ADDED THAT BACK THERE. OUR SPRING-SUMMER IS GOING TO BE OUR MEAT AND POTATOES CAMPAIGN, IF YOU WILL.

THAT'S WHERE WE'RE GOING TO SPEND THE MOST MONEY.

WE BUCKETED TO ADD ANOTHER DIGITAL COMPANY TO THIS HEAVY-UP CAMPAIGN. FINALLY WE'RE GOING TO EXPAND THE GEOGRAPHIC SCOPE OF OUR CAMPAIGN.

WE HAVE A THREE-MONTH CAMPAIGN THAT WE ARE PLANNING IN -- STARTING IN JANUARY AND GOING THROUGH MARCH WHERE WE'RE GOING TO PARTNER WITH A "SOUTHERN LIVING" OR A GARDEN AND GUN OR TRAVELER, ONE OF THOSE PUBLICATIONS WE'RE GOING TO COMPETITIVELY BID IT AND GET PROPOSALS BACK.

BUT WE'RE GOING TO ABLE TO HAVE A BIGGER GEOGRAPHIC FOOTPRINT TO GO MORE INTO THE SOUTHEAST, INTO MARKETS LIKE CHARLESTON AND SAVANNAH AND EXPAND COVERAGE THERE.

THAT'S THE PLAN FOR THE ADDITIONAL $231,000.

YOU WANT TO SEE HOW IT LOOKS WHEN WE REVISE THE BUDGET? THE ENTIRE MONEY WAS INVESTED IN LEISURE TRAVEL.

WE FELT THAT WAS THE BETTER PLACE TO GO FOR RETURN ON INVESTMENT AND WHERE WE WOULD LIKELY GET MORE RETURN ON OUR DOLLARS. BRINGS OUR BUDGET TO $1.75 MILLION. AND THEN YOU CAN SEE THE INCREASE. SO $35,500 GOING TO DIGITAL.

RADIO, THE AUDIO AND STREAMING GETS THE LARGEST INVESTMENT BECAUSE WE HAD TO BUILD THAT FROM SCRATCH.

IT WASN'T THERE BEFORE. WE ADDED TO ENHANCE AND CONTINUE THE SUMMER TELEVISION PROGRAM GOING A LITTLE BIT LONGER.

IT BUMPS UP INVESTMENT IN OTHER MARKETS THAT WE'RE GOING TO BE TARGETING. AND THAT IS WHAT WE HAVE FOR YOU TODAY. I'D BE HAPPY TO ANSWER ANY QUESTIONS ABOUT WHAT WE HAVE JOUST SHOWN YOU.

I KNOW I THREW A LOT OF INFORMATION AT YOU AND I

APPRECIATE YOUR ATTENTION. >> DO YOU CARE TO MAKE A PERCENTAGE ESTIMATE ON WHAT THIS ADDITIONAL FUNDING WILL YIELD IN

TERMS OF VISITORS? >> I CAN'T MAKE AN ESTIMATE RIGHT HERE, BUT WE CAN GO BACK TO OUR AGENCY AND KIND OF LOOK AND SEE AT THE NUMBERS AND SEE IF WE CAN COME UP WITH A

REASONABLE EXPECTATION. >> THANK YOU.

[00:50:07]

>> CATHY. >> THANK YOU, MR. CHAIRMAN.

I SAW ADVERTISING FOR THE HISPANIC MARKET COMING IN.

THAT SEEMS WHAT I CALL MEATBALL RESEARCH, WHICH IS ME LOOKING AT PEOPLE COMING IN. THAT SEEMS TO BE A GROWING POPULATION AND A GROWING GROUP. IS THAT ENOUGH TO SERVE THEM?PA SERVING THAT POPULATION BURIED IN THERE --

>> THANK YOU FOR QUESTION. THAT WAS A SPECIFIC DEDICATION TO WORK WITH THEM ON A MULTIPLATFORM PARTNERSHIP.

BUILT INTO OUR PLAN, WE ALSO HAVE SOME PRINT ADVERTISING TARGETING THE HISPANIC COMMUNITIES IN ORLANDO AND IN MIAMI, FORT LAUDERDALE. WE'RE OFFERING IT AS A CO-OP BUY-IN OPPORTUNITY. WE HAVE PLANNED TWO HISPANIC -- SPANISH-LANGUAGE TARGETED FLIGHTS WITHIN FACEBOOK AND

INSTAGRAM. >> TO CLARIFY, THE 10,000 IS SEPARATE FROM WHAT JORDY IS DESCRIBING?

CAMILLO IS CONSULTANT -- >> I FIGURED IT WAS SOMETHING LIKE THAT. THANK YOU.

>> YOU GOT A QUESTION? >> AN OBSERVATION, I GUESS.

>> OK. >> THE WORDS THAT WE USE, ALL OF US USE ALMOST INTERCHANGEABLY CAN BE SOMETIMES CONFUSING AND MISLEADING. WE TALK ABOUT MARKETING, WE TALK ABOUT PROMOTION, WE TALK ABOUT PROMOTIONAL, WE TALK ABOUT MEDIA PLAN, WE TALK ABOUT ADVERTISING, TALK ABOUT PUBLIC RELATIONS.

FOR YOU FOLKS THAT DEAL IN THAT ALL THE TIME, YOU KNOW WHAT YOU ARE TALKING ABOUT. BUT SOMETIMES MAYBE WE NEED TO HAVE A DEFINITION OF WHAT EACH AREA CONTAINS BECAUSE SOME

PEOPLE, MARKET IS -- >> EVERYTHING.

>> MAYBE IT IS. I DON'T KNOW.

BUT IT DOES GET CONFUSING WHEN THESE TERMS ARE THROWN AROUND.

>> SURE. >> IF YOU LOOK AT SPECIFICS THAT YOU LIST UNDER THEM, AFTER A WHILE YOU BEGIN TO GET AN IDEA OF WHAT THAT IS. BUT IT CAN BE CHALLENGING TO

KEEP UP WITH THOSE TERMS. >> I APPRECIATE THAT VERY MUCH.

WE'LL GENERATE A GLOSSARY THAT WILL BE INSTRUCTIVE TO TDC MEMBERS. I'M SURE THAT OUR VCB BOARD MEMBERS WOULD ENJOY THAT AS WELL.

THAT'S A GOOD IDEA. >> MARKETING IS THE BIG UMBRELLA AND THERE ARE SEVERAL SPOKES TO THE MARKETING WHEEL.

THAT WOULD BE PUBLIC RELATIONS OR MEDIA OR CREATIVE OR SALES PROMOTION OR MERCHANDISING. SO IT ALL GOES TOGETHER FOR THE GREATER GOOD OF WHAT THE MARKETING UMBRELLA IS.

>> DAVID MENTIONED THAT A SHORTHAND FOR YOU TO KEEP IN MIND IS THAT PAID IS TYPICALLY ADVERTISING.

SO YOU PAY TO BE PRESENT. EARNED IS LIKE PUBLICITY WHERE YOU ARE SOLICITING THE INTEREST OF VARIOUS MEDIA OUTLETS.

OWNED IS THE MEDIA THAT YOU OWN, LIKE YOUR SOCIAL MEDIA PLATFORMS AND YOUR WEBSITE. THOSE ARE THINGS THAT YOU OWN AND OF COURSE CONTROL THAT WAY. SO THAT'S KIND OF A WAY TO KEEP THINGS SEPARATE. BUT WE WILL GET A GLOSSARY PUT TOGETHER AND IT WILL INCLUDE THOSE THREE.

>> RICHARD, EXCUSE ME, THERE WAS A HUGE GROWTH IN THE PUBLISHED PRINT RESULTING IN THIS ADDITIONAL COST.

WHAT CAUSED THAT? ENORMOUS INCREASE.

>> WE HAD A VERY SUCCESSFUL CAMPAIGN BUILT AROUND PREPARING FOR THE COOKIELESS WORLD. TO GIVE YOU DETAIL ON THAT, WE USED TO BE ABLE TO LOOK OVER YOUR SHOULDER.

BY YOUR BEHAVIOR, WE WOULD KNOW WHERE YOU ARE GOING, SO WE'D KNOW OUR DIGITAL ADVERTISING WAS WORKING AND WE COULD SEND YOU OTHER MESSAGES. NOW -- WELL, IN 2023, COOKIES WILL NOT BE THERE ANYMORE. BUT WHAT YOU CAN DO IS, IF WE SOLICITED YOUR INTEREST OR ENTICED YOU INTO ASKING FOR A TRAVEL PLANNER, THEN WE OWN YOU. WE'VE GOT YOUR CONTACT INFORMATION AND WE CAN NOW USE THAT LEGALLY TO SOLICIT YOU UNTIL YOU TELL US NOT TO. AND SO THAT'S PART OF THAT STRATEGY FOR THIS PAST YEAR, WAS TO SOLICIT THOSE KINDS OF INQUIRIES. WELL, MUCH OF THAT HAPPENED IN THE SUMMER AND WAS SUCCESSFUL BEYOND OUR EXPECTATIONS AND BEYOND OUR BUDGETING. SO THAT'S THE REASON WHY WE HAVE ALLOCATED MORE FUNDS TOWARDS THAT AND PRINTING MORE --

>> IS THERE ANY WAY TO SEE HOW THAT TURNS INTO THE -- ON BIDS?

[00:55:03]

>> WE'RE GOING TO WORK ON THAT. ONE OF THE THINGS THAT TERA IS WORKING ON IS ATTRIBUTION RESEARCH.

SOME OF THE MEDIA WE PARTICIPATE ON, THEY OFFER THAT AS VALUE AD.

BUT TO HAVE ONE THIRD-PARTY SOURCE THAT'S MONITORING THAT, THAT'S GOING TO BE THE IDEAL AND SOMETHING WE'LL WORK TOWARDS.

IN 2023, BUDGETS WILL BE ENHANCED ENOUGH, DEPENDING ON HOW WE'RE SPENDING AND COLLABORATING WITH TERA AND CHRISTINA, WE MAY DECIDE WE'RE GOING TO ALLOCATE FOR A STAND STAND STAND-ALONE -- THAT TECHNOLOGY EXISTS.

HARDER FOR TRADITIONAL MEDIA, VERY GOOD FOR DIGITAL.

>> I NOTICED THAT YOU BOTH HAD "SOUTHERN LIVING" IN YOUR PRESENTATIONS. ARE YOU GUYS ABLE TO COORDINATE SO THAT YOU GET THE MOST BUYING POWER FROM BOTH AND THE MAGAZINE KNOWS -- THEY DON'T SEE YOU AS TWO SEPARATE ENTITIES, BOTH BUYING SMALL OR PIECES -- AM I MAKING SENSE?

>> YES. IT'S NOT A DEFINITE THAT WE'RE GOING WITH "SOUTHERN LIVING." WE HAVE AN RFP -- I WANTED TO THROW OUT NAMES. THESE ARE SOME OF THE TYPES OF THE PEOPLE WE WOULD GO AFTER. WE CAN EITHER BUILD ON WHAT THE TDC IS DOING IN "SOUTHERN LIVING" AND EXPAND EVEN MORE, KNOWING THAT YOU ALREADY HAVE A PROGRAM THAT MIGHT FORCE US TO GRAVITATE TO ANOTHER ONE OF THE PARTNERS.

>> IT'S A COMPETITIVE PITCH THAT WE MAKE.

BY EACH OF THOSE MEDIA PLATFORMS -- AND THEY ARE INTEGRATED, DIGITAL, PRINT, AND DIRECT MAIM AND E-MAIL -- WE HAVE THEM COMPETE -- MAIL AND E-MAIL. WE HAVE THEM COMPETE FOR IT.

WE TYPICALLY HAVE LION'S SHARE AGREEMENTS.

SO WE GET A LITTLE MORE WHEN WE GO TO THE MARKET THAT WAY.

>> THANK YOU. >> ANY OTHER QUESTIONS?

>> THANK YOU. I'D LIKE TO -- WHILE WE'RE STILL ON THIS TOPIC, I'D LIKE TO ASK CHRISTINA IF I COULD INVITE YOU TO COME BACK TO THE PODIUM. THE VCB PRESENTATION REMINDED ME THAT EACH ENTITY, CATEGORY 1 AND CATEGORY 2, RECEIVED $300,000 FROM THE FIFTH PENNY FOR THIS YEAR.

BUT IN YOUR PRESENTATION YOU FOCUSED ON $185,000.

SO I'M WONDERING ABOUT THE REST OF THAT.

>> AS A REMINDER, THE CULTURAL COUNCIL HAS A CONTRACT WITH THE COUNTY AND THE COUNTY DETERMINES HOW MUCH MONEY WE RECEIVE FROM CATEGORY 2. WE DO NOT RECEIVE ALL OF THE CATEGORY 2 FUNDING. SO A PORTION OF THE INCREASE IS GOING TO SOME OTHER EXPENSES. TERA CAN ELABORATE ON THAT.

BUT 185 IS THE AMOUNT THAT WAS ADDED TO THE CULTURAL COUNCIL'S

CONTRACT FOR THIS YEAR. >> THANK YOU.

>> THE -- A FEW OTHER THINGS THAT COME OUT OF CATEGORY 2 ARE EXPENSES OF THE AMPHITHEATRE, SPECIAL EVENT FUNDING.

THERE ARE A NUMBER OF OTHER THINGS.

TYPICALLY CATEGORY 1 IN THE PAST, ALL OF THAT HAS GONE TO THE VCB. BUT THE CULTURAL COUNCIL HAS NEVER RECEIVED ALL OF CATEGORY 2.

WE WERE ABLE TO INCREASE OUR GRANT FUNDS BY $100,000 THIS YEAR, SO THAT'S -- YOU COULD SAY SOME OF THE MONEY WENT THERE.

BUT IT'S DIVIDED UP INTO MANY DIFFERENT INITIATIVES.

>> I'M GLAD I ASKED THAT QUESTION.

DO YOU WANT TO ADD TO THAT? >> IT WAS PRESENTED ON DURING THE LAST TDC MEETING. WE GAVE A BREAKDOWN ON HOW THE FUNDS WERE GOING TO BE USED. WE'LL CIRCLE BACK IN JANUARY.

ESSENTIALLY THE MAIN PAID OUT OF CATEGORY 2 ARE THE CULTURAL COUNCIL ADVERTISING CONTRACT AND ACH OVERSIGHT AND WE PAY THE SPECIAL EVENTS -- LARGELY THE MUSIC FESTIVAL THE AMPHITHEATRE

[01:00:03]

BEYOND. >> THANK YOU.

I WEPT TO LOOK ON THE INTERNET TODAY TO SEE IF I COULD FIND THE RECORDING -- THE VIDEO RECORDING OF THE SEPTEMBER MEETING.

I WAS NOT HERE, BUT I THOUGHT I SHOULD CATCH UP BEYOND THE MINUTES. IT'S NOT POSTED YET, APPARENTLY, OR AT LEAST I COULDN'T FIND IT. IF I HAD SEEN THAT, MAYBE I

WOULD HAVE BEEN -- >> I'LL SEND THE LINK.

IT'S A GOOD THING TO REVISIT. AT THE TIME WE WERE MOVING AT BREAK-NECK SPEED. WE REMEMBER IN THE MIDDLE OF BUDGET. WHEN I SEND THE TDC BOARD INFORMATION -- WE HAVE HAD A LITTLE BIT MORE TIME TO FLESH OUT A LITTLE BIT BETTER, SO IT WOULD BE MORE COHERENT.

NO WORRIES. BUT WE DID PUT THAT ADDITIONAL FUNDS TOWARDS SPECIAL EVENTS AND ACH GRANTS.

[9. COUNTY TOURISM PROMOTIONAL STRUCTURE/CONTRACT OVERVIEW]

>> THANK YOU. >> I APPRECIATE THE OPPORTUNITY TO ANSWER THE QUESTION BECAUSE IT'S SOMETHING THAT COMES UP OFTEN. IN THE COMMUNITY THERE'S THE IDEA THAT THE CULTURAL COUNCIL RECEIVES 100% OF THOSE CATEGORY 2 FUNDS AND THAT NEVER HAS BEEN THE CASE.

WE GREATLY APPRECIATE THE FUNDING WE DO RECEIVE.

BUT IT BENEFITS OTHER ORGANIZATIONS AS WELL.

THANK YOU. >> THANK YOU.

NOW I THINK WE'RE TO NUMBER 9. THAT'S TERA, I BELIEVE.

>> THAT WOULD BE ME. SO AGENDA NUMBER 9 IS COUNTY TOURISM PROMOTIONAL STRUCTURE AND CONTRACT OVERVIEW.

IF YOU LOOK THROUGH WHAT HAPPENED IN FISCAL YEAR '21 WHEN WE WERE BOTH MANAGING CURRENT YEAR'S BUDGET AND LOOKING FORWARD TO FISCAL YEAR '22, THERE WAS DEVELOPMENT TOWARDS TDT, TOURIST DEVELOPMENT TAX. ALSO DURING THE LAST 12 MONTHS, SIX MONTHS WE HAVE LEVIED THE FIFTH CENT IN THE COUNTY.

AS A RESULT OF THE DISCUSSIONS, THERE WAS SOME DIRECTION -- GENERAL DIRECTION THAT CAME FROM THE BOARD OF COUNTY COMMISSIONERS TO TAKE A LOOK AT THE TOURIST DEVELOPMENT TAX PROGRAM, HOW WE PROMOTE THE ORGANIZATION.

SO THIS IS REALLY THE INTRO AGENDA ITEM JUST TO CATCH EVERYBODY UP TO SPEED, GIVE US THAT REAL BASIC FOUNDATION AND WE'LL CONTINUE THAT DISCUSSION HERE IN THE COMING MONTHS AT THE NEXT SEVERAL TDC MEETINGS. WITH THAT SAID, IF YOU TAKE A LOOK AT OUR OVERALL EXISTING TOURISM PROMOTION/MARKETING STRUCTURE, REALLY A LOT OF WHAT WE HAVE PLACED IN CONTRACT, WAY OF DOING BUSINESS WAS ESTABLISHING THE 2010-2011 TIME PERIOD. SINCE 2010 THE COUNTY HAS LEVIED THE FIFTH CENT OF TDT RECENTLY. OUR TDT COLLECTIONS HAS MORE THAN DOUBLED SINCE THAT 2010 TIME PERIOD.

THE MAJORITY OF OUR LONG-STANDING CONTRACTS FOR TOURISM, PROMOTION, MARKETING ARE GOING TO EXPIRE IN SEPTEMBER 2023. I'LL GO INTO MORE DETAIL ABOUT THOSE IN THE COMING SLIDES. THE COUNTY DOES HAVE A POLICY IN PLACE THAT STATES THAT CONTRACTS WHICH ARE FIVE YEARS OF AGE OR OLDER SHOULD BE SOLICITED OUT FOR ADDITIONAL INQUIRIES TO SEE IF WE WOULD LIKE TO MAINTAIN WITH OUR EXISTING CONTRACT PROVIDERS ARE GO A DIFFERENT DIRECTION.

THIS IS SOMETHING WE'RE GOING TO TALK ABOUT IN COMING MEETINGS.

THIS IS A HIGH LEVEL TO GET EVERYBODY ON THE SAME PAGE.

IN THE NEXT FEW MEETINGS WE'RE GOING TO DO A DEEP DIVE INTO THESE EXISTING CONTRACTS, EXISTING OVERALL STRUCTURE FOR TOURISM, PROMOTION, MARKETING. WE'RE GOING TO LOOK TO THE TDC TO MAKE RECOMMENDATIONS ON MODIFICATIONS OR IMPROVEMENTS TO THAT OVERALL STRUCTURE. I'M GOING TO TAKE THOSE RECOMMENDATIONS AND SUGGESTS THAT THE TDC GIVES ME AND I'M GOING TO CREATE SOME DRAFT SCOPES OF WORK FOR REQUEST FOR PROPOSALS, SOLICITATIONS. I'LL BRING THOSE BACK TO YOU AND LOOK FOR YOUR INPUT, MODIFICATIONS ON THAT.

OUR GOAL IS TO HAVE WORKING SCOPES OF SERVICE THAT WE ALL FEEL POSITIVE AND CONFIDENT ABOUT READY FOR THE COUNTY'S PURCHASING STAFF TO MOVE FORWARD WITH BY OCTOBER OF 2022.

THE PURCHASING PROCESS TAKES SIX MONTHS FROM THE TIME WE SOLICIT THE BID TO THE TIME WE'RE READY TO GO.

WE PROBABLY NEED SEVERAL MONTHS OF LEAD-UP TIME SO THAT IF WE'RE GOING TO MAKE CHANGES TO THE STRUCTURE OR TO SERVICE

[01:05:03]

ARE THERE ANY QUESTIONS ON THAT? OK.

>> LOOKS LIKE A LOT OF WORK. >> WELL, WE'RE GOING TO BREAK IT UP IN BITE-SIZE PIECES. IT IS A LOT OF WORK, BUT THE GOAL IS TO MAKE IT MANAGEABLE AND PAINLESS AS POSSIBLE.

ST. JOHNS COUNTY DOES HAVE ESSENTIALLY FOUR MAIN CONTRACTS FUNDED ANNUALLY FOR TOURISM PROMOTION.

THAT'S THE CONTRACT WITH THE VISITORS AND CONVENTION BUREAU, CONTRACT WITH THE CULTURAL COUNCIL, CONTRACT WITH THE CHAMBER OF COMMERCE, AND A CONTRACT WITH THE CITY OF ST.

AUGUSTINE FOR THE VISITORS INFORMATION CENTER.

THESE ARE KIND OF OUR SERVICE CONTRACTS.

THERE ARE A VARIETY OF OTHER AGREEMENTS IN PLACE FOR THINGS LIKE TPC, NIGHTS OF LIGHTS, FIREWORKS.

THESE ARE THE PROMOTION-GEARED CONTRACTS.

THE VISITORS AND CONVENTION BUREAU CONTRACT WAS ORIGINALLY ENTERED INTO IN 2010. SO IT'S ABOUT 11, 12 YEARS OLD.

THE PRIMARY CONTRACT FUNCTION IS TOURISM PROMOTION AND TOURISM MARKETING. IN THE INITIAL YEAR THAT THE CONTRACT WAS IMPLEMENTED UNDER THE CURRENT STRUCTURE -- WE DID PREVIOUSLY HAVE A CONVENTION BUREAU.

FISCAL YEAR 2010 WAS WHEN THE COUNTY CHANGED THE STRUCTURE OF THE WAY THE VISITORS AND CONVENTION BUREAU WAS MANAGED AND HAD KIND OF TURNED IT INTO AN EXTERNAL ORGANIZATION BEFORE WE KIND OF MANAGED IT INTERNALLY.

FISCAL YEAR '10, THE ORIGINAL CONTRACT HAD ABOUT A $2.9 MILLION ANNUAL ALLOCATION FOR BUDGET.

MOVING TO FISCAL YEAR '22, THE CONTRACT VALUE INCREASED TO ABOUT $4.7 MILLION. THAT'S ABOUT A 60% INCREASE OVER THAT PERIOD OF 12 YEARS. AND THIS CONTRACT IS SET TO EXPIRE ON SEPTEMBER 30, 2023. THE NEXT CONTRACT IS THE CULTURAL COUNCIL. THE COUNTY ENTERED INTO THIS CONTRACT WAS 2011. THE PRIMARY FUNCTION IS TO HELP PROMOTE TOURISM IN THE COUNTY AND ALSO TO MANAGE THE ARTS, CULTURE, AND HERITAGE GRANT PROGRAM.

WHEN THE CONTRACT WAS PUT IN PLACE IN FISCAL YEAR '11 IT WAS GIVEN ANNUAL BUDGET OF $790,000. FAST-FORWARD TO FISCAL YEAR-'22 WE HAVE PROVIDED CULTURAL COUNCIL WITH ABOUT $1.1 MILLION BUDGET. WHICH IS INCREASE ABOUT 55% OVER THAT TIME PERIOD. THIS CONTRACT IS SET TO EXPIRE ON SEPTEMBER 30, 2023. THE THIRD CONTRACT IS THE CHAMBER OF COMMERCE CONTRACT. THIS CONTRACT WAS ORIGINALLY ENTERED INTO IN ITS CURRENT FORM IN 2010.

WE HAVE THE -- THE COUNTY HAS BEEN WORKING WITH THE CHAMBER FOR THESE SERVICES SINCE BEFORE THEN, BUT THERE WAS SOME PRETTY SIGNIFICANT STRUCTURAL CHANGES TO THAT PARTNERSHIP IN 2010.

THE PRIMARY FUNCTIONS OF THIS CONTRACT WITH THE CHAMBER OF COMMERCE IS TO OPERATE AND MANAGE THE PONTE VEDRA VISITOR INFORMATION CENTER AND THEN ALSO SEVERAL YEARS AGO THE CHAMBER OF COMMERCE STARTED A ■PROJECT FOR TOURISM DEVELOPMENT IN THAT PART OF THE COUNTY. WHEN THIS CONTRACT WAS ENTERED INTO, THE FUNDING LEVEL -- '22 THE CONTRACT VALUE INCREASED $80,000, WHICH IS AN INCREASE OF ABOUT 7%.

THIS CONTRACT TOO IS SET TO EXPIRE ON SEPTEMBER 30, 2023.

YOU CAN SEE THAT'S OUR THREE MAIN PROMOTIONS CONTRACTS SET TO EXPIRE ON THE SAME DAY. OUR FOURTH IS WITH ST.

AUGUSTINE. THIS CONTRACT IN ITS CURRENT VERSION WAS ENTERED INTO IN 2004.

THIS PARTNERSHIP DID EXIST WITH THE CITY PRIOR TO 2004.

BUT IN 2004 THE CITY WAS COMPLETING THE CONSTRUCTION OF THE PARKING GARAGE. SO THERE WAS A PRETTY SIGNIFICANT REVISION AND CHANGE TO THE CONTRACT DURING THAT YEAR. THE PRIMARY CONTRACT FUNCTIONS AT THE MOMENT ARE FOR THE OPERATION OF THE DOWNTOWN VISITOR INFORMATION CENTER. THE CONTRACT WAS VALUED AT $172,500 IN FISCAL YEAR-'10. IN

[01:10:06]

HELPFUL. >> I THINK WE ALL APPRECIATE GETTING THIS AHEAD OF TIME AND BEING ABLE TO NOT BETWEEN OURSELVES, BUT WITHIN OUR COLLEAGUES, WITHIN THE INDUSTRY TALK ABOUT, THINK ABOUT SOME OF THE CONCEPTS HERE.

WONDER IF YOU COULD SEND US ALL A COPY OF THOSE SLIDES THAT YOU

JUST SHARED -- >> ABSOLUTELY.

>> THAT WOULD BE VERY HELPFUL. I STARTED TO TAKE NOTES AND I SAID THAT'S OLD-FASHIONED, I DON'T NEED TO DO THAT ANYMORE.

THAT WOULD BE APPRECIATED, I THINK, TO HAVE THAT IN FRONT OF US TO DIGEST AND MULL BETWEEN NOW AND JANUARY.

>> AS WE LOOK FORWARD, JANUARY WILL BE OUR NEXT MEETING -- JANUARY 30 OR 31 -- 31 WILL BE OUR NEXT MEETING.

IT'S THE FIFTH MONDAY IN THE MONTH OF JANUARY.

I THINK I MIGHT HAVE MENTIONED EARLIER THE THIRD JANUARY -- OR THE THIRD MONDAY IN JANUARY AND FEBRUARY ARE FEDERAL HOLIDAYS.

SO JANUARY 31. WE WILL HAVE SOMETHING RELATED TO THIS ON THE AGENDA AND WE DON'T -- THERE'S NOT NECESSARILY A TIME FRAME. THE GOAL IS TO HAVE SOMETHING READY TO GO BY AUGUST. WE HAVE A MINIMUM NUMBER OF MEETINGS. BUT CERTAINLY IF WE FEEL WE NEED MORE MEETINGS TO VET THROUGH EVERYTHING, WE CERTAINLY CAN DO THAT. I'LL SEND THIS POWERPOINT OUT.

IF THERE'S ALONG THE WAY ANY ADDITIONAL INFORMATION OR SOMETHING SPECIFIC THAT YOU THINK MIGHT BE HELPFUL, LET ME KNOW AND I'LL FIND THAT AND PROVIDE IT.

>> TERA, I WAS SURPRISED TO LEARN JUST NOW THAT WE ARE NOT FUNDING ANY CHAMBER OF COMMERCE FUNDS INTO ST. AUGUSTINE?

IT ALL GOES TO PONTE VEDRA? >> YES.

THAT'S CORRECT. SO WE FUND THE TOURISM DOLLARS.

SO THE COUNTY HAS OTHER CONTRACTS WITH THE CHAMBER.

BUT THE TOURISM MONEY, THE TOURISM CONTRACT IS WITH THE CHAMBER, BUT FOR THE PONTE VEDRA OPERATIONS.

>> HAVE WE EVER GIVEN MORE DIRECTLY TO THEM?

I MEAN IN RECENT HISTORY. >> SO SINCE I HAVE BEEN WITH THE COUNTY -- I HAVE BEEN WITH THE COUNTY ABOUT FIVE AND HALF YEARS. THE STRUCTURE OF THE CHAMBER OF COMMERCE HAS BEEN WHAT IT IS TODAY.

BUT MY UNDERSTANDING IS, BEFORE I JOINED THE COUNTY, THERE WAS MAYBE TWO CHAMBERS -- THE PONTE VEDRA CHAMBER AND THE MAYBE ST.

AUGUSTINE OR ST. JOHNS COUNTY AND THEY MERGED AND THEY SPLIT.

LIKE I SAID, THE COUNTY PROVIDES OTHER DOLLARS, LIKE ECONOMIC DEVELOPMENT DOLLARS, TO THE CHAMBER.

I DO NOT BELIEVE THAT TDT DOLLARS, TOURISM DOLLARS, HAVE GONE SPECIFICALLY TO WHAT WOULD BE THE BROADER CHAMBER OR HISTORICALLY THE ST. AUGUSTINE-FOCUSED CHAMBER.

>> DO THEY HAVE A ROLE IN THE VISITOR INFORMATION CENTER IN --

>> THE CHAMBER? I DO NOT BELIEVE SO.

WHEN YOU SAY A ROLE -- >> MANAGING IT OR --

>> THEY DON'T. IT'S MANAGED BY THE CITY OF ST.

AUGUSTINE. >> SURPRISED.

SURPRISED. >> DOES THAT CONTRACT WITH THE CHAMBER INCLUDE THE WEBSITE? IS THAT PART OF THAT?

THEY HAVE A -- >> TOURIST DEVELOPMENT PRODUCT, YES. SO IN 2017, I BELIEVE, WE EXPANDED THE SCOPE OF THE CHAMBER'S CONTRACT TO INCLUDE SOME TOURIST DEVELOPMENT SERVICES AND THE PONTE VEDRA CHAMBER THEN EMBARKED ON A MULTIYEAR PROJECT WHERE THEY FIRST SET A STRATEGIC PLAN AND THEN THEY KIND OF CAME UP WITH THREE PILLARS AND THEY WENT IN AND DEVELOPED WHAT WOULD BE USEFUL FOR EACH OF THE PILLARS OF TOURISM FOR THE AREA.

AND THE WEBSITE IS NATURALLY PONTE VEDRA, WHICH IS THE MORE

NATURE-BASED -- >> SO THAT'S REFLECTED UP

>> IT >> IT WOULD BE?

>> YES. >> THE COST OF

>> YES. YEP.

>> I'M GOING TO JUMP AHEAD A LITTLE BIT TO -- I HAD A QUESTION ABOUT ONE OF THE SLIDES THAT'S COMING IN THE NEXT AGENDA

[01:15:01]

OF 31 FOR SEPTEMBER? >> IS THIS THE SLIDE YOU'RE

REFERENCING? >> NO.

THAT'S PART OF IT. >> SO THE MONTHLY REPORT?

>> THE QUESTION, I GUESS, IS THE CHAMBER RUNS THAT PONTE VEDRA INFORMATION CENTER? IS THAT PART OF THAT CONTRACT?

>> THE PONTE VEDRA INFORMATION CENTER IS PART OF THE CONTRACT THAT WAS SHOWN. IT'S PART OF THIS CONTRACT.

>> CORRECT. >> THAT'S WHAT THEY DO.

THIS IS REALLY A TWO-PART CONTRACT.

IT IS THE VERY VAST MAJORITY OF THE PIE GOES TOWARDS VISITOR INFORMATION CENTER. AND, ACTUALLY, WHEN WE THE CHAMBER APPROACHED THE COUNTY FOR EXPANDING THE SCOPE TO TOURISM DEVELOPMENT. WHEN THEY DID THAT, THEY DIDN'T ASK FOR ADDITIONAL FUNDS. SO WE FUNDED IT AT THE $75,000.

IT'S BEEN $80,000 SINCE I GOT HERE IN 2016.

BUT IN 2017 OR 2018 WE EXPANDED THE SCOPE FROM JUST THE VISITOR INFORMATION CENTER TO THIS TOURISM DEVELOPMENT PRODUCT.

BUT WE DIDN'T GIVE THEM ADDITIONAL DOLLARS.

SO WE GOT A GOOD DEAL. >> TERA, I THINK THE QUESTION IS MORE RETURN ON INVESTMENT. 31 VISITORS --

>> A MONTH. >> FOR A LITTLE OVER $6,000 A

MONTH -- >> THAT IS JUST A DECISION THAT WAS MADE HISTORICALLY. I THINK THE DECISION POINT OR THE POINT -- THE REASON IN WHICH THIS WAS PURSUED WAS WE FELT IT WAS IMPORTANT TO HAVE A PRESENCE IN PONTE VEDRA, TO HAVE A VISITOR INFORMATION CENTER THERE.

CERTAINLY IF YOU LOOK AT THEIR VISITATION IN COMPARISON TO THE DOWNTOWN CITY VIC OR THE PEER VIC, IT GETS SIGNIFICANTLY LESS VISITORS THROUGH ITS FRONT DOOR. BUT THERE ISN'T ANOTHER GENERAL POINT OF INFORMATION DISTRIBUTION FOR THE TOURIST THAT'S AVAILABLE IN THAT LOCATION.

>> TERA, THAT LOCATION IS JUST ABOUT IMPOSSIBLE TO FIND.

THAT'S PART OF THE PROBLEM. >> IT IS PART OF THE PROBLEM.

I KNOW THE CHAMBER WAS WORKING ON POTENTIAL OTHER LOCATIONS.

THE CHALLENGE WAS, ONE, AVAILABILITY.

THERE WASN'T A LOT THAT WAS AVAILABLE AT THE TIME WHEN THEIR EXISTING LEASE WAS COMING UP FOR EXPIRATION -- THEY GET THAT SPOT FOR -- I MEAN, IT'S NOT CHEAP. BUT THEY GET THAT SPOT FOR COMPARATIVELY A REASONABLY GOOD PRICE.

FOR THEM TO MOVE TO ANOTHER LOCATION WAS SIGNIFICANTLY MORE

EXPENSIVE. >> WHEN WE LOOKED AT THIS BEFORE, THE NUMBERS THE COMMISSIONERS ARE TALKING ABOUT, WE BROUGHT UP, THEY DON'T SEEM TO IMPROVE.

MAYBE THEY SHOULD GO TO -- SHOULD BE SPENT ON THE WEST SIDE OR MAYBE IT SHOULD BE PUT INTO ST. AUGUSTINE.

I MEAN, WE'RE JUST NOT GETTING MUCH PRODUCTION.

WE NEED THOSE NUMBERS WHEN IT'S REVIEWED.

>> OK. I CAN CERTAINLY PROVIDE THOSE.

THAT'S EASY ENOUGH. THAT'S ONE OF THE THINGS THAT WOULD BE CONSIDERED AS PART OF THIS.

IT IS CONVENIENT, ALTHOUGH POTENTIALLY LINES US UP FOR ABRUPT SHIFTS IN THINGS. BUT IT IS CONVENIENT THAT EVERYTHING LINES UP TO EXSPIRE AT THE SAME TIME, SO IF WE WANT TO CHANGE THE SYSTEM, YOU HAVE THE FLEXIBILITY TO DO THAT PRETTY INNOCUOUSLY ACROSS OUR CONTRACTS BECAUSE THEY TERMINATE ON THE SAME DAY. EXPIRE.

>> I WOULD HOPE THE CHAMBER WOULD HAVE AN OPPORTUNITY TO LOOK AT OTHER AREAS GROWS AT A MUCH FASTER RATE AND SEE IF WE CAN'T ADJUST THIS. I DON'T WANT TO TAKE IT AWAY FROM THE CHAMBER. BUT AT THE SAME TIME I THINK IT

COULD BE BETTER USED. >> I KNOW THAT THE CHAMBER IS EXPANDING -- THERE'S THAT NEW BUSINESS CALLED THE LINK.

THE CHAMBER DOES HAVE ROTATING ROVING SPACE IN THAT BUILDING AS WELL. SO I THINK THEY ARE OPEN TO A LOT OF THINGS. I THINK THE COUNTY, THROUGH THESE CONTRACTS WHICH WERE SIGNIFICANTLY MODIFIED IN -- TO 2010 TIME PERIOD -- WE CHARGED THEM WITH HAVING A VISITOR INFORMATION CENTER IN PONTE VEDRA.

SO IF WE WANT TO BE MORE FLEXIBLE ON THAT OR DON'T THINK

THAT'S WHAT WE WANT -- >> I'D LIKE TO HEAR FROM THEM.

I THINK THAT IT'S JUST NOT BEING USED.

SO LITTLE USE -- AND I'M FROM THAT DISTRICT.

SO I SHOULD BE MAKING THE ARGUMENT.

BUT I THINK IT'S TIME -- AND I WOULD HATE THEM TO BE KIND OF

[01:20:01]

>> WHAT WE'LL DO FOR FUTURE MEETINGS IS, USUALLY THE CULTURAL COUNCIL AND THE VCB ARE REGULARLY IN ATTENDANCE.

THE CHAMBER COMES AND GOES WHEN THEY FEEL IT'S APPROPRIATE FOR THEM TO BE HERE. CERTAINLY I PLAN TO LET ALL THREE OF THOSE ENTITIES AND THE CITY OF ST. AUGUSTINE KNOW THAT WE'LL BE HAVING THESE DISCUSSIONS AT EACH OF THE AGENDA ITEMS AND INVITE THEM TO ATTEND SO IF THE TDC HAS QUESTIONS, THEY WILL BE HERE TO ANSWER THEM.

>> I'D LIKE TO HEAR WHAT THEY THINK.

I MEAN, AS I SAID, I DON'T WANT TO TAKE IT AWAY.

A SMALL MATTER. PROBABLY SPENT TOO MUCH TIME ON IT ALREADY. AT THE SAME TIME, I DON'T WANT

THEM TO BE -- >> BLINDSIDED.

WE DON'T WANT ANYBODY TO BE BLINDSIDED.

WE'LL MAKE SURE EVERYBODY IS UP TO SPEED.

TODAY'S DISCUSSION WAS A HIGH LEVEL TO LET YOU ALL KNOW THAT IT'S COMING AND GIVE YOU VERY HIGH-LEVEL INFORMATION OF STRUCTURE AND KIND OF THE THINGS THAT WE WILL BE DISCUSSING.

SO HOPEFULLY NOBODY FEELS BLINDSIDED YET BECAUSE WE HAVEN'T ENGAGED IN MUCH DISCUSSION.

AS WE MOVE FORWARD -- >> I THINK I JUST PROVED I'M A

LOW-LEVEL GUY. >> ON THESE CONTRACTS, BECAUSE I'M RELATIVELY NEW ON THIS BOARD AS WELL, WHAT IS THE ROLE OF THIS BOARD IN THESE CONTRACTS? ARE WE EXECUTING THESE CONTRACTS ARE OR RECOMMENDING TO THE COUNTY?

[10. MONTHLY REPORTS PROVIDED IN PACKETS Regular Meeting June 21, 2021]

>> YOU MAKE RECOMMENDATIONS TO THE BOARD OF COUNTY

COMMISSIONERS. >> ANY OTHER QUESTIONS OR COMMENTS? LIKE I SAID, A LOT OF WORK

THERE. >> IT WILL BE GOOD.

YOU WILL HAVE FUN, I PROMISE. >> IF ONLY WE COULD HAVE REFRESHMENTS. WITH ADULT BEVERAGES.

>> NO ADULT BEVERAGE, BUT I CAN BRING COOKIES.

>> NUMBER 10. >> THESE ITEMS ARE IN THE PACKET. ANYBODY HAVE ANY QUESTIONS OR OF THE TWO ORGANIZATIONS THAT PREPARED THE MATERIALS? RICHARD STANDS READY. I'M SURE CHRISTINA IS READY.

WE KNOW DON HAS READ THE DATA BECAUSE HE ASKED HIS QUESTION FROM THAT DATA. SO HE'S PAYING ATTENTION.

ANYONE ELSE HAVE QUESTIONS OR COMMENTS REGARDING THE DATA PROVIDED IN THOSE MONTHLY REPORT?

-- REPORTS? >> I'M BLOWN AWAY BY THE NUMBER OF PACKETS THAT WERE SENT OUT. I THOUGHT DIRECT MAIL WAS OVER.

IT'S NOT. >> I GUESS I WILL MAKE A QUICK COMMENT ABOUT THE MONTHLY REPORTS.

INCLUDED THE BED TAX COLLECTIONS REPORT.

IF YOU LOOK AT THE MOST RECENT BED TAX COLLECTIONS WHICH WAS FOR THE MONTH OF AUGUST, I BELIEVE, WE -- 2019 HAD BEEN OUR RECORD-BREAKING YEAR FOR BED TAX COLLECTIONS AND FOR FISCAL YEAR '21. WE EXCEEDED THAT PREVIOUS RECORD BY MORE THAN 20%. SO TOURISM BED TAX COLLECTIONS HAS BEEN DOING VERY WELL THE LAST FEW MONTHS, WHICH IS -- I WOULD SAY IT'S EITHER SOMETHING TO BE TICKLED ABOUT OR SOMETHING TO BE CONCERNED ABOUT. BUT IT'S QUITE IMPRESSIVE,

EITHER WAY. >> I THINK THOSE OF US IN THE ROOM THAT COLLECT THAT TAX CAN CERTAINLY CONFIRM THAT TOURISM HAS BEEN, AND CONTINUES TO BE, STRONG.

BIG QUESTION IS HOW LONG WILL THAT CONTINUE, ALTHOUGH WE ARE GOING IN, AS EVERYONE KNOWS, TO PART OF OUR BUSIEST TIME OF THE YEAR, PARTICULARLY DOWNTOWN WITH THE NIGHTS OF LIGHTS.

BUT THINGS ARE VERY STRONG. SO IT WILL NOT BE A BIG SURPRISE TO SEE THOSE NUMBERS CONTINUE TO EXCEED THE 2019 NUMBERS CONSIDERABLY SO. THANK YOU FOR POINTING THAT OUT.

ANY OTHER QUESTIONS OR COMMENTS REGARDING THE REPORTS?

A LOT OF DATA THERE. >> I HAVE GOT A CURIOSITY QUESTION. ONE OF THE THINGS I NOTICED THROUGHOUT THE DIFFERENT REPORTS AND NUMBERS, THE SUPPLY IS DOWN.

CAN YOU COMMENT AS TO WHY THE SUPPLY -- AVAILABLE LODGING IS DOWN? IF I'M READING THAT CORRECTLY.

I DON'T KNOW WHAT THAT NUMBER MEANS.

>> THE COMBINED FIGURE SUPPLY IS DOWN SLIGHTLY.

[01:25:03]

THIS IS A BIT OF AN ANOMALY THAT WE HAVE BEEN SEEING THE DATA WITH VACATION RENTALS DECLINING. THEY SPIKED EARLY IN 2020 DURING THE COVID BECAUSE PEOPLE FELT LIKE THEY COULD BE -- CONTROL THEIR ENVIRONMENT BETTER IN A VACATIONR SOME REASON, AS WE'RED NOW, THAT IS RETRENCHING. SO OWNERS SEEM -- HOSTS -- SORRY -- MAY BE TAKING BACK SOME OF THEIR INVENTORY OR NOT LEAVING IT ON THE MARKET LONGER. THAT'S WHERE THE SUPPLY FIGURE COMES FROM. IF THEY TAKE IT OFF THE MARKET OR REMOVE IT FROM THE SYSTEM, THE VRBO OR AIRBNB, THAT REDUCES THE SUPPLY. IN TERMS OF HOTELS, IT'S ACTUALLY INCREASED. AS YOU KNOW, WE OPENED TWO NEW HOTELS AND WE EXPECT AT LEAST ONE MORE IN THE NEXT TWO MONTHS.

>> THANK YOU. >> JUST AN OBSERVATION.

THE SALE PRICE FOR SOME OF THOSE PROPERTIES THAT HAVE BEEN USED RECENTLY AS VACATION RENTALS IS UNBELIEVABLE.

AND THAT DOES TEMPT OWNERS/HOSTS TO SAY, WHY AM I DEALING WITH THIS? LET'S CASH IN AND SELL.

AND THE PURCHASERS ARE NOT NECESSARILY INTERESTED IN THAT.

THEY ARE BUYING IT FOR THEIR OWN USE.

AND THAT, I THINK, EXPLAINS THIS IS NOT ANY RESEARCH.

BUT I THINK THAT EXPLAINS WHY YOU'RE SEEING THAT NUMBER COME

DOWN. >> MR. CHAIRMAN, MAY I ASK A

QUESTION THROUGH THE CHAIR -- >> YES.

>> MR. GOLDMAN, THE COUNTY HAD ADOPTED SHORT-TERM RENTAL REGULATIONS IN THE NOT-TOO-DISTANT FUTURE.

IS THERE ANECDOTAL EVIDENCE THA- >> THERE ISN'T.

WITH A LITTLE BIT OF REGULATION -- YOU'RE HEARING ABOUT A LITTLE BIT OF EDITORIALISING FROM MY PART.

WHAT I'M HEARING FROM HOSTS, WHEN THEY KNOW WHAT IT'S GOING TO BE, THEY GET IT AND SO IT'S EASIER FOR THEM TO KNOW WHAT'S AHEAD. SO THAT CREATES STABILITY.

IT'S WHEN THE QUESTION OF WHAT IF, WHAT IF, WHAT IF -- THAT'S WHEN SOMEBODY MAKES THE CALCULATION, LET'S JUST CASH OUT BECAUSE PRICES ARE GOOD. BUT --

>> IN YOUR PROFESSIONAL JUDGMENT, IT HAS NOT HAD A

NEGATIVE EFFECT ON -- >> THAT'S CORRECT.

THE COUNTY'S REGULATIONS HAVE BEEN VERY SOFT.

[11. MEMBER COMMENTS]

>> ANY OTHER COMMENTS OR QUESTIONS ON THE MONTHLY REPORTS? THANK YOU FOR PREPARING AND SHARING ALL THAT INFO. NOW WE ARE AT THE NUMBER 11,

MEMBER COMMENTS. >> I HAVE TWO.

> I WAS GOING TO THANK DANNY FOR HIS SERVICE.

I THINK IT'S OFFICIALLY PROBABLY NOT YOUR LAST MEETING --

>> YOU'RE GOING TO LIKE THIS, PAUL.

FIRST COMMENT I WANTED TO MAKE TODAY WAS, YOU MAY NOT HAVE NOTICED THIS, BUT I DID. PAUL WALKED IN ON HIS OWN TODAY.

>> A WALKER, BUT STILL -- >> THAT'S REALLY GOOD NEWS FOR THIS COUNTY AND FOR US. HE'S BEEN A GOOD FRIEND AND A GOOD ADVOCATE. SO I WANTED TO DRAW ATTENTION TO THAT. I THINK IT'S A RECOVERY THAT'S HAPPENING RIGHT IN FRONT OF OUR EYES.

WE WEREN'T ALWAYS SO SURE OF PAUL.

>> THANK YOU. >> I'M DELIGHTED.

THE OTHER THING WAS, WHEN I FIRST GOT -- I GUESS I WAS FIRST ON THE PANEL ON THE CULTURAL COUNCIL, THE GRANTS PANEL, THAT'S WHERE I STARTED. AND THEN I WAS BENEFITTED TO COME ON THE TDC. IN MY FIRST DAYS, I REALLY WAS OPPOSED TO GIVING ANY FUNDING TO THE MILITIA.

I THOUGHT IT WAS A BUNCH OF PEOPLE WHO LIKED TO DRESS UP IN COSTUMES AND WALK AROUND THE STREET AND SCARE ME.

BUT AS I WORKED ON THIS BOARD, I CAME TO REALIZE THEY ARE IN MANY RESPECTS THE HEART OF WHAT WE'RE DOING HERE, KIND OF OUR SIGNATURE DOWNTOWN. THEN I CAME TO FIND OUT BY LOOKING INTO IT A LITTLE MORE, THAT THEY ARE HISTORIANS.

THE AVERAGE REENACTOR MILITIA MEMBER SPENDS ABOUT $60,000 OF

[01:30:02]

SO THEY ARE HIGHLY COMMITTED PEOPLE.

THEY ARE RIGHT DOWN TO THE LAST INCH OF HISTORY.

WHEN YOU SEE THOSE COSTUMES, THEY ARE REAL.

THAT'S REALLY HISTORICALLY CORRECT.

SO IT OCCURRED TO ME THAT IT'S KIND OF LIKE ASKING MICKEY MOUSE TO FILE A GRANT EVERY YEAR TO GET FUNDED.

AND CHRISTINA HAS BEEN WILLING AND A GOOD FRIEND ON THAT.

I APPLAUD YOU FOR DOING THAT. I ASKED THE REENACTORS TO CREATE A SHORT VIDEO FOR US FOR THE TDC SO YOU CAN ALL COME TO KNOW WHAT I CAME TO LEARN OVER A PERIOD OF YEARS.

I WAS HOPING WE WOULD GET IT ON TONIGHT.

BUT WE WON'T. I WILL TRY AGAIN IN COMMENTS IN JANUARY TO PRODUCE. IT'S VERY SHORT.

BUT I WANT A LITTLE MORE NARRATION SO WE COULD ALL UNDERSTAND HOW SIGNIFICANT THIS IS TO OUR COMMUNITY AND HOW OFTEN WE KIND OF THINK THEY ARE JUST PEOPLE DRESSING UP IN COSTUMES. IT'S MUCH MORE THAN THAT.

I HAVE COME TO LEARN THAT. MY WHOLE OPINION ABOUT IT HAS CHANGED OVER THE YEARS AND I HOPE I CAN CHANGE YOURS TOO BECAUSE I THINK THEY ARE OUTSTANDING PEOPLE.

THANK YOU. >> COMMISSIONER WALDRON

COMMENTED -- >> BUT IT'S NOT DANNY'S LAST MEETING. HE'S GOING TO CONTINUE TO SERVE

UNTIL WE REAPPOINT SOMEBODY. >> YES.

I WAS GOING TO COMMENT ON THAT. THAT IS TRUE FOR MICHAEL ALSO, WHO IS ABSENT TODAY. BUT HIS TERM ALSO EXPIRES, BUT WILL CONTINUE TO SERVE. SINCE WE WON'T BE MEETING AGAIN BEFORE JANUARY 31, I SUSPECT THERE WON'T BE ANY APPOINTMENTS

[12. NEXT MEETING DATE – October 18, 2021]

AND AT THAT TIME WE CAN HAVE THE BIG GOING-AWAY PARTY.

>> I ASKED FOR IT AND THEY SAID NO.

>> ANY OTHER MEMBER COMMENTS? >> MOTION TO ADJOURN.

>> WE HAVE A MOTION TO ADJOURN. >> SECOND.

>> WE'LL SEND OUT A MEETING REQUEST -- MAKE NOTE THAT IT'S JANUARY 31, IS

* This transcript was compiled from uncorrected Closed Captioning.