Mar 21, 2022 Tourist Development Council

[Items 1 - 3]

[00:00:27]

>> GOOD AFTERNOON. CALLING THE MARCH 21ST MEETING OF THE TOURIST DEVELOPMENT COUNCIL TO ORDER.

I'D LIKE TO INVITE DANNY 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 NOW THE ROLL CALL.

[4. APPROVAL OF AGENDA]

>> WERE YOU HERE FOR THE ROLL CALL? I DIDN'T MEAN TO CALL ATTENTION TO YOU.

[LAUGHTER] >> BEFORE WE GO TO ITEM NUMBER 4, THE APPROVAL OF THE AGENDA, STAFFS HAS MADE A SUGGESTION THAT WE CHANGE THE ORDER A LITTLE BIT AND MOVE ITEM 9, MOVE IT UP IN THE AGENDA SO THAT IT COMES BEFORE ITEM 7.

SO THAT'S WHAT WE'LL BE ASKED TO APPROVE, TAKING ITEM 9 OUT OF ORDER, PUT IT AHEAD OF 7 AND THEN WE'LL GO 7 AND

>> SO MOVED. >> SECOND.

>> MOTION HAS BEEN MADE AND APPROVED TO CHANGE THE ORDER.

ALL IN FAVOR SAY AYE.

>> NOW DO WE NEED TO ALSO NOW APPROVE THE AGENDA AS

>> YES. >> OK.

>> SO >> SECOND?

>> SECOND. >> ALL THOSE IN FAVOR OF APPROVING THE AMENDED AGENDA SIGNIFY BY "AYE".

[5. APPROVAL OF MINUTES]

FORWARD. >> MR. CHAIRMAN, I THINK WE HAVE

TO APPROVE THE MINUTES. >> OH.

>> THAT WAS JUST THE AGENDA, RIGHT?

GOT TO PROVE -- >> SKIPPED MINUTES.

>> I'LL MAKE THAT MOTION TO APPROVE THE MINUTES.

>> MOTION TO APPROVE AND A SECOND.

>> EXCUSE ME, MR. CHAIRMAN. EXCUSE ME, MR. CHAIRMAN.

THERE IS A CORRECTION MINUTES.

>> OK. >> THAT NEEDS TO --

>> YES. BEFORE WE VOTE, WE NEED TO CORRECT SOMETHING THAT HAPPENED AT THE LAST MEETING.

THE PERSON WHO MADE IT HAPPEN WASN'T EVEN HERE.

BUT AT THE LAST MEETING, THE MINUTES INDICATE CATHY FLEMING WAS NOMINATED FOR THE CHAIR POSITION.

AND SHE WASN'T HERE TO ACCEPT THAT NOMINATION.

BUT WHEN THE VOTE ACTUALLY TOOK PLACE, SHE WAS NOT ON THE BALLOT AND I WAS ELECTED CHAIR. BUT THE MINUTES DO SHOW THAT SHE WAS NOMINATED. SO WE SHOULD PROBABLY CORRECT THAT AND INDICATE THAT I WAS NOMINATED AND SUBSEQUENTLY ELECTED. BUT THAT PART IS CORRECT.

SO WE'RE ASKING FOR AN AMENDMENT TO THE MINUTES TO CORRECT WHO WAS ACTUALLY NOMINATED FOR THE CHAIR

>> SO >> SECOND.

>> THANK YOU. MOVED AND SECONDED.

ALL THOSE IN FAVOR?

>> OPPOSED? NOW WE HAVE THE MINUTES CORRECTED. ARE THERE ANY OTHER CORRECTIONS OR OMISSIONS TO THE MINUTES OF THE JANUARY MEETING?

HEARING NONE, IS THERE A MOTION? >> I'LL MAKE THAT MOTION.

>> I'LL SECOND. >> MOVED AND SECONDED TO APPROVE

[00:05:03]

ALL THOSE IN FAVOR?

CHORUS OF AYES. >> PASSES.

>> TOPICS NOT ON THE AGENDA TODAY -- ANYONE, PLEASE COME

[9. SPORTS TOURISM GRANT APPROVALS]

OR SHOULD THAT STILL BE READ FOR -- NO, DOESN'T NEED TO BE.

EVEN THOUGH THERE COULD BE PUBLIC COMMENT ON OTHER ITEMS AS WE MOVE ALONG. AND THAT LEADS US TO ITEM THAT WE KNOW ORIGINALLY AS ITEM NUMBER 9.

AND THAT'S THE SPORTS TOURISM GRANT APPROVALS.

>> POWERPOINT GOING TO BE AVAILABLE? GOOD AFTERNOON. TEDDY MEYER WITH ST. JOHNS COUNTY. PARKS AND REC.

WE HAVE SIX GRANTS IN TOTAL TODAY.

THE FIRST TWO WITH PERFECT GAME, LOCAL BASEBALL EVENT, OBVIOUSLY.

THE FIRST IS MAY 27-30, OVER THE MEMORIAL DAY HOLIDAY.

THEY REQUESTED $20,000. THEY RECOMMENDED $12,500 BY THE RAB. SECOND IS SUNSHINE STATE CHAMPIONSHIPS EVENT JUNE 10, '12.

REQUEST WAS $10,000. RECOMMENDATION WAS $8,000.

AND THAT EVENT, JUST FOR REFERENCE, HAPPENS IN MOSTLY NORTHWEST, NORTHEAST PART OF THE COUNTY RIVERTOWN TO WEST SIDE OF DAVIS, JUST FOR REFERENCE. NEXT ONE IS THE FLORIDA INVITATIONAL RUGBY SHOWCASE. THE RECOMMENDATION BY RAB WAS $10,000. THAT WILL BE AT DAVIS PARK OVER THE THREE-DAY ESSENTIALLY WEEKEND, THE WEEKEND BEFORE MEMORIAL DAY. GAME ON EVENTS IS ST. AUGUSTINE TRIATHLON MAY 15. THEY REQUESTED $9,300.

THEY WERE RECOMMENDED $5,000 BY THE RAB.

THAT EVENT IS LOOKING LIKE VILANO BASED ON THE CURRENT PROJECT. TWO MORE.

[INAUDIBLE] >> GOOD QUESTION.

THE BASEBALL EVENT PERFECT GAME IS A MULTIYEAR EVENT.

THE RUGBY SHOWCASE IS THE SECOND YEAR.

THAT STARTED LAST YEAR DURING COVID.

THEY HAVE EXPANDED FROM ESSENTIALLY 10, 12 TEAMS TO ROUGHLY 20 TO 22 BY THE TIME IT'S ALL SAID AND DONE.

AND THEN TRIATHLON HAS BEEN HAPPENING FOR FIVE YEARS.

THIS IS THEIR FIRST YEAR TO ASK FOR GRANT MONEY.

THE NEXT ONE, ADVANCED MEDIA, SPORT FISHING CHAMPIONSHIP, THIS IS ESSENTIALLY AN EVENT THAT'S KIND OF TAKEN OVER, AS I UNDERSTAND IT, MAYBE COMMISSIONER WALDRON CAN HELP ME WITH THE TERMINOLOGY. BASED OUT OF CAMACHEE COVE.

THAT'S WHERE THE EVENT WILL BE TAKING PLACE.

THEY WERE RECOMMENDED BY THE TDC $20,000.

>> QUESTIONS, I'M SURE. >> YEAH.

THE LAST ONE, THE NORTHEAST FLORIDA KINGFISH CHAMPIONSHIP.

$20,000 WAS REQUESTED. THE RAB MADE A RECOMMENDATION OF $12,500. STAFF COMMISSIONER ARNOLD MADE A REQUEST TO STAFF AND TO THE TDC FOR THE FULL RECOMMENDED AMOUNT

OF $20,000. >> THAT'S FOR --

[00:10:01]

>> THAT'S FOR THE OLD SCHOOL KINGFISH TOURNAMENT.

THE WEIGH-IN EVENT TAKES PLACE AT VILANNO PIER.

IT DID HAPPEN DURING 20202021, UPWARD OF 500-PLUS BOATS DURING COVID. THAT TELLS YOU THEIR STAYING POWER FOR THE EVENT, JUST TO GIVE REFERENCE FOR THE AMOUNT

REQUESTED. >> TEDDY, THE BLUEWATER TOURNAMENT, I KNOW WE DO PARAMETERS --

>> YEAH. >> HE KIND OF OFFERED AMOUNT OF BOATS THEY HAVE NEVER HAD IN THAT TOURNAMENT BEFORE.

>> RIGHT. >> I DON'T KNOW IF US ADVERTISING IT IS GOING TO ADD ANY BOATS TO THE TOURNAMENT, AND THAT'S WHAT I WOULD LIKE TO SEE TO MAKE SURE, BECAUSE I STILL THINK 20 IS TOO HIGH. DEFINITELY NEVER AGREED TO 100 WHEN I HEARD IT AT THE REC BOARD MEETING.

IT'S JUST THAT'S A VERY LIMITED AREA AND A VERY LIMITED NUMBER OF PEOPLE. IT'S NOT A -- IT'S NOT A EVERYDAY GUY IS GOING TO GO TO A FISHING TOURNAMENT --

>> YEAH. SO THAT EVENT IN PARTICULAR, OFFSHORE SPORTS FISHING, THEY HAVE REBRANDED, ESSENTIALLY TRYING TO BECOME LIKE A FEDEX OF SPORT FISHING, IF YOU WILL.

IF YOU TAKE THE GOLF KIND OF COMPARISON.

THEY HAVE TAKEN OVER THE BLUE MARLIN TOURNAMENT.

THEY HAVE A CONTRACT FOR FOUR YEARS.

THE GOAL IS TO SEE HOW THEY DO THIS YEAR AND HOW THEY CAN GROW OR SUSTAIN THE SPACE, WHICH WOULD BE CAMACHEE COVE.

THEY ARE PROBABLY AT THE RIGHT TIME OF YEAR, IF THERE WAS SOME USAGE OF VILANO BOAT RAMP -- SOME.

LOOK AT THIS TIME OF YEAR RIGHT NOW.

IT'S PRETTY PACKED AS IT IS. I THINK "SOME" IS A LOOSE TERM.

THEY HAVE REACHED OUT TO THE MARINA AND THE CITY TO SEE IF THEY CAN EXPAND THERE POSSIBLY WITH SOME USAGE.

YEAH, THAT'S -- I THINK IT'S GOING TO BE NEXT YEAR UNTIL THERE'S ACTUAL DETERMINATION ON THE FULL AMOUNT AND WHAT THEIR

IMPACT ACTUALLY IS. >> OK.

>> TEDDY, I HAVE GOT A QUESTION. >> SURE.

>> ON THOSE SAME TOURNAMENTS, THE $20,000, TO ME IT SEEMS A LOT FOR THE PARTICIPANTS. ARE WE GOING TO HAVE AN ONLINE STREAMING OF THE EVENT WHERE WE CAN GET EXPOSURE OUTSIDE THE AREA THAT MIGHT NOT NECESSARILY BENEFIT THAT WEEKEND --

>> IN THIS EXAMPLE, THIS TOURNAMENT, THEY HAVE A -- IF YOU LOOK IN THE PACKET, THEY ARE PROMOTING -- I WOULDN'T SAY PROMISE, BUT THEY ARE WORKING WITH CBS SPORTS NETWORK.

I THINK ONE OF THE BIG ISSUES WAS THE GRANTS, WHETHER IT'S THIS GRANT OR OTHER GRANTS, IS WHAT DOES A LIKE MEAN, WHAT DOES A SHARE MEAN? THOSE ARE THE THINGS WE'RE LOOKING AT. THEY HAVE NINE EVENTS, ALL OF WHICH ARE IN THE EAST COAST, THE DOMINICAN, AND ALONG THE GULF SHORES, ESSENTIALLY. I THINK BECAUSE OF THE SCOPE AND HOW THEY ARE LOOKING TO PLACE THEMSELVES, I THINK IT WAS A -- TO COMMISSIONER WALDRON'S POINT, PROBABLY A LARGE ASK.

CAN THEY SET THAT STANDARD IN THE FUTURE IS GOING TO BE THE QUESTION. I THINK THEIR PRESENCE IS KIND OF LARGE BUT VERY NEW BECAUSE THEY ARE TAKING OVER EXISTING EVENTS IN OTHER CITIES. NO ONE REALLY KNOWS WHAT THE FULL EXTENT IS GOING TO BE OUTSIDE OF THAT LOCATION -- IF THAT KIND OF HELPS. PROBABLY THE BEST WAY TO EXPLAIN

IT. >> WITHOUT HAVING A GUARANTEED CONTRACT, I HAVE A PROBLEM WITH THE AMOUNT, YOU KNOW, WHERE WE'RE GOING TO GET THE IMPRESSIONS FROM.

I DON'T HAVE A PROBLEM WITH THE EVENT ITSELF.

ARE THEY GOING TO DO A PREFISH -- WHEN I DID THE RED FISH, THEY DID A PREFISH AND ALL THE BOATS CAME IN A WEEK

EARLIER. >> IT'S A MAY, BUT NO -- THE ONLY CONCERN I HAVE, LIKE YOU, THE TWO TOURNAMENTS, THE KINGFISH TOURNAMENT BRINGS A LOT MORE PEOPLE TO ST. JOHNS COUNTY.

>> EXACTLY. >> IT'S DIFFERENT IN THE ASK -- IT'S NOT JUST THE HOTEL ROOM THAT NIGHT, EVEN THOUGH I KNOW THAT'S WHAT WE'RE HERE FOR. YOU'RE TALKING ABOUT GAS, FOOD, YOU HAVE A BASEBALL TOURNAMENT AND THE TEAM COMES IN AND THEY STAY. THEY GO OUT AND EAT.

DOCKING THEIR BOATS, PAYING SALES TAX ON THAT, BIG MONEY ON THAT, FUEL, YOU KNOW. SO IT'S KIND OF A THING.

BUT THE BLUEWATER TO ME IS NOT GOING TO BE A HUGE THING UNLESS THEY GET TV COVERAGE EVENTUALLY. IF YOU'RE HOSTING CAMACHEE COVE,

THERE'S ONLY SO MANY PEOPLE. >> YEAH.

PHYSICALLY, IT'S IMPOSSIBLE. AGAIN --

>> AS COMMISSIONER, I HAVE A HARD TIME CLOSING BOAT RAMP FOR

ANYTHING OF THAT TYPE. >> YEAH.

[00:15:01]

>> A QUESTION FOR TEDDY AND PAUL.

COMMISSIONER ARNOLD IS ASKING FOR A GREATER AMOUNT FOR THAT.

ANY IDEA WHAT HER THINKING -- >> NOT FOR THIS EVENT.

FOR THE KINGFISH EVENT. >> YEAH, KINGFISH.

>> I KNOW -- AND LAUREN IS HERE TO SPEAK ON THE KINGFISH BEHALF, IF YOU WOULD LIKE. I THINK -- I THINK PART OF IT IS THE SCOPE OF THE EVENT, THE FACT THAT IT STARTED KIND OF DURING AND HOW THEY ACTUALLY RUN THE EVENT IS MUCH MORE GEARED TOWARDS THE LOCAL PLUS OUTSIDE TO COME IN.

SHE CAN KIND OF SPEAK A LITTLE BIT MORE, IF YOU WOULD LIKE --

>> CONCERNED TO KNOW COMMISSIONER ARNOLD'S THINKING

WAS. >> I'M SITTING TO YOUR RIGHT.

PLAYING I.T. LADY. I TALKED TO COMMISSIONER ARNOLD.

HER KIND OF EXPRESSED REASONING FOR THINKING THEY DESERVED THE $20,000 WAS IT'S AN EVENT THAT HAS OCCURRED HERE MULTIPLE TIMES, IT'S A VERY GOOD-QUALITY EVENT THAT BRINGS IN A GOOD NUMBER OF PEOPLE, SHE FELT THE $20,000 WAS A REASONABLE REQUEST FOR WHAT WE GET FROM THEM FOR BENEFIT.

SHE WOULD LIKE TO SEE THAT AMOUNT OF FUNDING.

SHE THOUGHT THEY HAD A GOOD PLAN FOR HOW TO USE IT AND THAT WAS SOMETHING GOING TO HELP THE EVENT BE AS GOOD AS IT COULD BE.

>> THANK YOU. PAUL, ANYTHING ELSE?

>> THAT'S THE ONLY CONCERNS I HAD.

IF THE BOARD HAD A BIG CONCERN, I'D PROBABLY PUT TWO AMOUNTS.

12,520,000 ON THE OTHER. KINGFISH WILL BRING MORE --

>> AND THEY ARE PROVEN. >> I AGREE WITH YOU 100%.

>> A LOT OF PEOPLE COME THAT TIME OF YEAR AND STAY A WEEK.

USUALLY I THINK IT'S WEEK AFTER SCHOOL GETS OUT, SOUTHEAST, EVERYBODY WILL BE HERE, THEY WILL COME DOWN FOR A WEEK.

>> I HEARD 100,000. DID SOMEBODY SAY 100,000?

>> THE ORIGINAL ASK FOR THE BLUE WATER WAS $100,000.

IT'S A COMPANY THAT JUST TOOK IT OVER.

THEY ARE OUT OF CALIFORNIA AND THEY HAVE TAKEN OVER THIS WHOLE THING AND THEY ARE DOING IT NATIONWIDE.

BUT THEY ARE NOT -- THAT COMPANY HAS NOT PROVEN -- I THINK THE BLUEWATER TOURNAMENT IS GOING TO BE RUN BY LOCALS.

THEY HAVE NEVER HAD MORE THAN 50 BOATS IN THE THING THAT I CAN

EVER REMEMBER. >> FOR THE BLUEWATER, THE MARLIN CLUB IS STILL RUNNING IT. THIS COMPANY HAS PARTNERED WITH THEM AND THEY HAVE TOURNAMENTS THROUGHOUT THE COUNTRY.

SO THE WHOLE IDEA IS TO -- YOU HAVE TO FISH THE SERIES TO BE ABLE TO QUALIFY FOR THE BIG MONEY.

THEY ARE TRYING TO GET PEOPLE TO FISH ALL THEIR TOURNAMENTS.

THEY ARE THINKING THEY ARE GOING TO BRING MORE BOATS IN HERE.

AGAIN, IT'S NOT PROVEN AND I THINK THEY PLAN TO USE THE MONEY FOR TV. I'M NOT SURE IF THEY HAVE THE CONTRACT FINALIZED. BUT IT WILL BE MANAGED BY THE MARLIN CLUB AS FAR AS THE TOURNAMENT IS CONCERNED.

>> I WOULD INCREASE THE PARAMETERS OF THE TOURNAMENT.

IT'S NOT PROVEN -- WE REALLY GET NO BIG BENEFIT BECAUSE -- I WOULD GUESS THEY GET 50, 60 BOATS THIS YEAR --

>> I THINK THEY HAD 17 OR 24 IN THE BLUEWATER LAST YEAR, WHICH WAS A -- IT WAS WEATHER, BUT FOR THE 50TH ANNIVERSARY I THINK THIS YEAR, SO THE GOAL IS 50 BOATS.

I THINK THEY WOULD BE PLEASED WITH 50.

>> MA'AM, BEFORE YOU SIT DOWN, CAN I GET YOU TO SHARE WITH US

YOUR NAME AND ADDRESS. >> LAUREN DOZIER.

1137 DOVER DRIVE, ST. JOHNS COUNTY, 32259.

>> THANK YOU. >> TEDDY, WAS THERE ANY SPECIFIC REASON WHY THE ORGANIZATION RECOMMENDED $20,000 FOR

BLUEWATER? >> I THINK THEY FELT, WITH THE SCOPE OF CBS AND SOME OF THE MARKETING PLAN -- AGAIN, NOT HAVING BACKGROUND OF THE LOCAL BLUE MARLIN TOURNAMENT, THE RAB WAS EDUCATED ON THAT ON THE SPOT.

I KIND OF FELT LIKE THEY FELT LIKE THAT WAS A REASONABLE AMOUNT BASED ON GROWTH FOR THE ACTUAL -- WITHOUT KNOWING WHAT THEY WERE TALKING ABOUT WITH BOATS AND SIZE AND CAMACHEE COVE AND THAT KIND OF THING. KIND OF WHERE THEY LANDED.

>> WOULD YOU BE OPPOSED TO $20,000 FOR BOTH, KINGFISH AND

BLUEWATER? >> I THINK WE HAVE TO ADDRESS

THEM AS INDIVIDUAL. >> INDIVIDUAL.

>> BECAUSE THEY ARE TWO DIFFERENT ORGANIZATIONS.

>> YEAH, BUT WHAT I'M SAYING IS, WOULD THERE BE AN OBJECTION BY YOUR ORGANIZATION TO GO TO $20,000 AS ASKED FOR AND $20,000

ON THIS ONE? >> WE HAVE ADEQUATE FUNDING IN

THE BUDGET TO DO THAT. >> THERE IS ADEQUATE FOR BOTH.

[00:20:03]

>> OK. >> SO WE CAN HAVE OUR CAKE AND

EAT IT TOO. >> I CAN'T SUPPORT THE $20,000 FOR THE NEW EVENT UNLESS THERE'S A GUARANTEE ON TELEVISION OR SOME TYPE OF STREAMING WHERE WE'RE GOING TO GET OUR IMPRESSIONS. I WOULD -- I HAVE NO I THINK IF WE FLIP FLOP THE $12,500 AND THE $20,000 FOR THE KINGFISH MAKES WAY MORE SENSE TO ME BECAUSE I HAVE SEEN THE VALUE OF THE KINGFISH. I HAVE NOT SEEN THE VALUE OF

THIS GROUP YET. >> RIGHT.

>> SO I'M GOING TO SUGGEST WE TAKE THESE UP ONE AT A TIME AS INDIVIDUAL GRANT APPLICATIONS SINCE THERE WILL BE SOUNDS LIKE CHANGES AND SUGGESTIONS AS THEY GO.

SO YOU CAN CONTINUE THE DISCUSSION, BUT I'M GOING TO SUGGEST THAT WE START WITH PERFECT GAME AND RUN THROUGH THE AGENDA AND APPROVE OR MODIFY THEM INDIVIDUALLY.

>> I MOVE THAT WE APPROVE $12,500

AMOUNT? >> THAT'S CORRECT.

>> $12,500 FOR THE PERFECT GAME IS THAT

>> THAT'S CORRECT. >> I'LL SECOND.

>> I'D LIKE TO MAKE ONE COMMENT JUST BEFORE WE TAKE A VOTE.

IF WE CAN STAY AWAY FROM MEMORIAL DAY WEEKEND, WE CAN STAY AWAY FROM HOLIDAY WEEKENDS, FOR SPENDING OUR MONEY, WE'RE ALREADY 100% MAXED AT OUR HOTELS FOR THESE BIGGER WEEKENDS ALREADY. I SUPPORT THE GROUP BECAUSE THEY HAVE BEEN GOOD TO US. BUT IF WE CAN STAY AWAY FROM THOSE WEEKENDS, IT'S MORE IMPORTANT TO US AS HOTELIERS.

>> IF I CAN ADD TO THAT, I WILL SAY ON THE PARKS AND REC SIDE, I HAVE ADDRESSED IT BEFORE -- WE HAVE WINDOWS TO SOME EXTENT WHERE WE, LIKE, I'LL GIVE AN EXAMPLE -- JUNE 1 THROUGH AUGUST 1, ARE CLOSED. BASEBALL IS A LITTLE DIFFERENT.

WE, UNFORTUNATELY, HAVE LOOKED AT AREAS LIKE MID MAY TO EARLY JUNE WHERE OUR LOCAL RESIDENTS ARE ESSENTIALLY DONE WITH THEIR SPRING SEASON, THOSE ARE KIND OF HIGH TIME FOR US BEFORE THEY REPAIR THE FIELDS. THAT'S WHERE THERE'S A SLIDING DOOR SITUATION. I'M NOT IN THAT REALM, BUT ON OUR END, YOU KNOW, THERE IS SOME MAX OF FIELDS AND USAGE IN CERTAIN TIMES OF THE YEAR JUST LIKE WE WOULDN'T DO THAT AT THANKSGIVING -- WE CLOSE THE FIELDS SO THEY CAN REST FOR THE WINTER TIME. WE CAN HAVE THEM READY FOR LOCAL

USERS IN JANUARY. >> I GET IT.

I'M GOING TO SUPPORT THIS BECAUSE OF THE RELATIONSHIP WITH IT. BUT IT ADDS NO VALUE FOR WHAT WE'RE TRYING TO DO FROM THIS BOARD, IN MY OPINION.

BUT THE RELATIONSHIP IS IMPORTANT WHERE YOU GUYS ARE AT WITH THIS GROUP AND THEY SEEM TO HAVE DONE A GOOD JOB WITH YOU.

SO I'LL SUPPORT IT. SO, ALL RIGHT, I THINK WE HAVE A

MOTION. >> BEFORE WE CALL FOR THE VOTE,

WE NEED PUBLIC COMMENT? >> YES.

>> YES. THANK YOU.

ANY COMMENTS FROM THE PUBLIC REGARDING ANY OF THESE THAT WE HAVE DISCUSSED? SEEING NONE, WE CAN MOVE ON TO APPROVAL. I THINK THERE'S BEEN A

>> SECOND. >> UH-HUH.

>> THAT'S FOR WHICH ONE? >> FOR BATTLE AT THE BEACHES.

$12,500. >> OK.

ALL THOSE IN FAVOR INDICATE BY SAYING AYE.

CHORUS OF AYES. >> I'M MAKE RECOMMENDATION

CHAMPIONSHIPS. >> I'LL SECOND.

>> MOVED AND SECONDED TO APPROVE THE $8,000 FOR THE SUNSHINE STATE CHAMPIONSHIPS. ANY FURTHER DISCUSSION FROM THE BOARD? ALL THOSE IN FAVOR --

>> WAS THERE ANY PUBLIC COMMENT? >> TRIED TO GET THEM ALL.

>> I THINK YOU HAVE TO DO THEM INDIVIDUAL.

>> HAS TO BE INDIVIDUAL UNDER THE LAW.

>> OK. PUBLIC COMMENT REGARDING THE SUNSHINE STATE CHAMPIONSHIPS. SEE NONE.

WE HAVE A MOTION AND A SECOND TO APPROVE THE $8,000.

ALL IN FAVOR, SO INDICATE.

>> MOTION HAS BEEN APPROVED. >> I'LL MAKE A MOTION TO APPROVE FLORIDA INVITATIONAL RUGBY SHOWCASES APPLICATION, RECOMMEND

[00:25:03]

>> SECOND. >> PUBLIC COMMENT? AND A SECOND. THOSE IN FAVOR OF APPROVING THE

RUGBY SHOWCASE FOR $10,000 DICA >>

ONE TO BE APPROVED? >> JUST AS A REMINDER BECAUSE I WAS OVER HERE LIKE A VERY ENTHUSIASTIC PERSON --

>> SPEAK UP A LITTLE BIT. >> THIS IS THE ONE THAT WAS BEING DISCUSSED FOR MODIFIED RECOMMENDED FUNDING, JUST BECAUSE I DON'T KNOW IF EVERYBODY WAS LOOKING AT THE SLIDES WHEN I WAS CLICKING THROUGH THEM.

THIS IS THE ONE THAT WAS UP FOR DISCUSSION.

>> MR. CHAIRMAN, I RECOMMEND APPROVAL OF THIS.

I'M GOING TO DO IT AT THE $20,000 LEVEL.

THE REASON I'M DOING THAT, MAKING THAT MOTION IS I AM -- FEEL REMISS IGNORING THE RECOMMENDATION OF THE ORGANIZATION RECOMMENDING THIS. I DON'T WANT THEM TO THINK THAT WE'RE IGNORING THEIR IMPORTANT WORK.

AND I KNOW THERE'S BEEN MORE WORK INTO THIS THAN WE HAVE, SO

I RECOMMEND THE $20,000 LEVEL. >> I WILL SECOND FOR DISCUSSION

PURPOSES. >> STATE WHICH ONE THAT IS.

>> ADVANCED MEDIA OFFSHORE FISHING CHAMPIONSHIP.

>> WE HAVE A MOTION AND A SECOND.

PUBLIC COMMENT? DISCUSSION FROM BOARD MEMBERS.

>> I WANT TO SAY I MADE THE MOTION FOR DISCUSSION PURPOSES, BUT I DON'T NECESSARILY FEEL A PARTICULAR AREA OF EXPERTISE IN THIS. I DO -- I THINK I HAVE BEEN -- BY THE DISCUSSION HERE -- I THINK THAT I'D LIKE TO HEAR MORE FROM COMMISSIONER WALDRON ON HIS THOUGHTS.

>> COMMISSIONER CHAIR, IF I CAN, TEDDY, IS THERE A WAY FOR US TO PUT A CERTAIN NUMBER OF BOATS, IF THEY DON'T GET A CONTRACT WITH TV, IF IT'S NOT GOING TO BE SHOWN, IF WE CAN HAVE THAT IN THEIR CONTRACT WITH US OR -- WHAT TO DO FOR PERFORMANCE BECAUSE THESE ARE PERFORMANCE-BASED.

>> RIGHT. I THINK ALL THOSE ARE ON THE TABLE. WHETHER IT'S STREAMING -- WE CAN REQUEST ANALYTICS FROM THE EVENT.

IN OTHER WORDS, WHAT THE REACH IS OUTSIDE OF ST. JOHNS COUNTY, AT THIS LEVEL THEY WOULD HAVE THOSE KIND OF THINGS BASIC BUILT IN. WE CAN DO THAT AND IT COULD BE UP TO THE TDC'S DECISION ON HOW THEY WANT TO AWARD BASED ON ANALYTICS AFTER THE EVENT IS OVER.

>> PARKS AND REC DOES A GREAT JOB OF VETTING THINGS.

I SAT ON THAT BOARD AS LIAISON. THEY LOOK AT IT.

THERE WAS A LOT OF PROMISES MADE BY THIS GROUP OF HAVING AN EVENT OUTSIDE WHERE EVEN -- BUT AT THE TIME I'M LOOKING AT IT, WE'RE MARCH -- THEY ARE TALKING ABOUT DOING EVENTS IN MAY WITH NO PERMITS YET, NO DECISIONS YET, THEY ARE TALKING ABOUT CLOSING PART OF BOAT RAMP, WHICH AS A COMMISSIONER I WOULD NEVER AGREE WITH. I'LL SAY THAT RIGHT NOW.

THERE ARE CERTAIN THINGS THEY WERE PROMISING I DON'T THINK ARE ATTAINABLE. AND THAT'S WHY I'D LIKE TO SEE IT LOOKED AT, YOU KNOW, THAT WE ACTUALLY HAVE SOME PARAMETERS TO BE MET AND PARKS AND REC CAN COME UP WITH THOSE BECAUSE IT'S HARD -- YOU PROMISE -- ASKED FOR $100,000, WE DON'T GET A TPC --

YOU KNOW -- >> WE'RE NOT GETTING THAT VALUE.

I'M SORRY. >> YOU KNOW WHAT I'M SAYING.

THAT'S A BIG ASK AND THEN PROMISE A LOT OF THINGS THAT ARE

NOT, TO ME, ATTAINABLE. >> I WOULD ACCEPT PERFORMANCE STANDARD AS AN AMENDMENT. I'M FINE WITH THAT.

MY WHOLE THING IS PARKS AND REC DOES ALL THIS RESEARCH AND THEN

WE IGNORE IT. >> THERE'S A PRESENTATION, THEY DID A GREAT JOB VETTING IT AND KNOCKED IT DOWN FROM A HUNDRED

TO TWENTY. >> MAYBE WE SHOULDN'T BE DOING

IT AT ALL. >> WE'RE SETTING A PRECEDENT TO ASK MORE, TO GET THE PERCENTAGE SHUT DOWN.

FROM MY PERSPECTIVE, THEY DIDN'T EVEN FILL OUT HOW THEY ARE GOING TO SPEND THE TDC MONEY. IF YOU LOOK AT THEIR BUDGET SIDE, THEY DIDN'T FILL OUT THAT PORTION OF THAT.

[00:30:01]

IT DOESN'T SAY PROJECTED EXPENSES.

>> SO IN THE APPLICATION -- I WAS JUST TALKING TO -- HALF IS SITE FEES AND HALF IS FOR MARKETING, JUST FYI.

>> WHAT SITE FEE? >> DO THEY PAY CAMACHEE COVE SITE FEES OR MARLIN ASSOCIATION --

[INAUDIBLE] >> IF YOU COULD COME UP AND

SPEAK ON THE MIC. >> SHOULD WE LEAVE THIS OVER AND

GET SOME ANSWERS? >> MAYBE --

>> UNFORTUNATELY, WE DON'T MEET AGAIN UNTIL MAY 16.

>> THAT'S CORRECT. >> I DON'T HAVE A PROBLEM WITH GIVING THEM HALF OF THAT. BUT I CAN TELL YOU RIGHT NOW IT'S A NEW EVENT, I'M NOT SEEING ANY GUARANTEES.

AND WITHOUT A PERFORMANCE GUARANTEE, THERE'S NO WAY I CAN VOTE FOR THE $20,000. I JUST CAN'T.

>> I'M WILLING TO ADD -- TO AMEND MY MOTION TO REQUIRE --

WOULD THAT BE OK? >> WITHOUT TELEVISION COVERAGE, IT'S A BRAND-NEW EVENT, IT'S ONE THAT'S NOT PROVEN AT ALL.

AND I JUST -- I -- >> I WOULD LIKE TO SEE SPECIFICS SPELLED OUT IT IS GOING TO BE SOME KIND OF PERFORMANCE GUARANTEE. HOW ARE WE GOING TO BE SATISFIED WITH WHAT THEY DECIDE TO MEASURE?

>> SO I THINK IN THE POSTEVENT REPORTING, WHICH SOMETIMES IT IS ESTIMATED -- NOT THIS GROUP, BUT OTHER GROUPS -- YOU KNOW, THINGS -- THE HOTEL MEASUREMENT, THE METRIC THERE, THE ANALYTIC METRIC ON THE STREAMING SIDE THAT YOU ARE TALKING ABOUT, IS PROBABLY THE BEST WAY TO KIND OF FIGURE THAT OUT AND THEN ESSENTIALLY -- I DON'T KNOW FOR SURE AS FAR AS THE ACTUAL PROCEDURAL THING, BUT IT WOULD BE CONTINGENT UPON PROVIDING THAT AND THEN I GUESS MAYBE THE TDC VOTING OR MAKING A DECISION

ON THAT POSTEVENT. >> BRING IT BACK POSTEVENT,

WOULD BE GREAT. >> MAY 16 --

>> IT'S A PERFORMANCE GRANT. >> I DON'T KNOW -- PROBABLY BE JUNE OR JULY BY THE TIME THEY HAD IT, REALISTICALLY.

>> THEY PAY FOR IT AND THEN WE REIMBURSE IT.

>> THAT'S HOW IT GOES ANYWAYS. >> I THINK WE HAVE TO SET THE CRITERIAS AND THEN I CAN SUPPORT IT.

>> ARE YOU WILLING TO HAVE THEM CREATE THOSE --

>> I CAN TELL YOU RIGHT NOW WHAT WE'RE VENTING, I KNOW CASEY DID THE SAME THING ON RECREATION ADVISORY BOARD.

HE'S A BUSINESS FIRST GUY. I KNOW HIS LINE OF QUESTIONING

AS LONG AS OURS. >> FOR THE PURPOSES OF TODAY, LET'S TALK IN TERMS OF PERCENTAGES.

THEY ARE LISTING INDIVIDUAL COMPETITORS, TEAM NUMBERS, SPECTATORS, THEY HAVE GOT NUMBERS IN THEIR APPLICATION.

SO ASSUME -- I'M ASSUMING -- I DID NOT ATTEND THE RECREATION ADVISORY BOARD. THOSE WHO WERE THERE, CORRECT ME. ASSUMING RECREATION ADVISORY BOARD MOVE FORWARD WITH RECOMMENDATION, ASSUMING THESE NUMBER ARE GOING TO BE MET. SO FROM THIS BODY, THE TDC, IF YOU'RE THINKING ABOUT A PERFORMANCE-BASED CRITERIA, CAN WE SET UP A CRITERIA OF 50%, 80%? WHAT DO WE THINK THE PERCENTAGE OF THESE NUMBERS ARE PRESUMABLY WE WANT 100% ACCURACY TO GIVE THEM $20,000.

IF THEY GET 80%, WE WANT TO GIVE THEM 80% OF $20,000? OR IF THEY ONLY GET 50% OF THEIR SET-FORTH CRITERIA, DO WE WANT

TO GIVE 50% OF THE RECOMMENDED? >> I CAN TELL YOU RIGHT NOW PARTICIPANTS ISN'T A NUMBER THAT'S A FACTOR TO MY TRAIN OF THOUGHT. IT'S MORE ABOUT THE EXPOSURE OUTSIDE OF THE AREA ON THE STREAMING AND -- BECAUSE WE'RE GOING TO BE SLAMMED THAT WEEKEND AND, YOU KNOW, IT'S NOT THE PARTICIPANTS -- IT'S THE PEOPLE WE'RE REACHING OUT TO.

I DON'T KNOW HOW WE MEASURE THAT.

IT'S NOT A CONCRETE NUMBER. SO THAT'S JUST WHAT I'M HUNG UP ON, IS WHETHER OR NOT IT'S -- IF WE'RE GIVING $20,000 TO A NEW GROUP, I WANT TO HAVE SOME TYPE OF TELEVISION COVERAGE, SOME

TYPE OF REACH OUTSIDE THE AREA. >> SO THEN OUR PERFORMANCE WOULD

[00:35:01]

PRODUCTION PART? >> YEAH.

I WOULD LIKE TO GET -- SET A NUMBER OF WHERE THAT REACH IS GOING TO BE. IF THEY ARE DOING STREAMING, IT'S REALLY EASY. IF IT'S TELEVISION, IT'S A

LITTLE MORE DIFFICULT. >> I DO NOT SEE HERE IN QUICK

VIEW OF THIS APPLICATION -- >> IT SAYS LIVE STREAMING AND SAME DAY COVERAGE ON SPORTS. IT MIGHT BE RECREATION ADVISORY

BOARD SET THAT NUMBER. >> SO ON THE STREAMING SIDE, CBS SPORTS NETWORK ONE OF THE ISSUES THAT CAME UP IN THE RECREATION ADVISORY BOARD WAS THAT THROUGH CBS THEY DIDN'T HAVE NIELSEN RATINGS FOR THAT. STREAMING WAS ONE OF THEIR MAIN ARMS. MY QUESTION -- I DON'T LIVE IN THE STREAMING AND TELEVISION WORLD TO KNOW HOW THE ANALYTICS COMPUTER TO WHAT YOU ARE ASKING. YOU'RE LOOKING FOR THE ANALYTICS ON THE VIEWERSHIP OUTSIDE OF ANY ZIP CODES IN ST. JOHNS COUNTY.

>> CORRECT. YEAH.

OUTSIDE THE 90-MILE CIRCLE IS KIND OF WHAT I WAS --

>> AGAIN, THAT WOULD BE SOMETHING WE CAN BRING BACK TO

THEM. >> I JUST DON'T KNOW HOW YOU WORD IT TO WHERE IT'S CLEAN AND WE'RE NOT JUST WRITING A CHECK,

NO MATTER WHAT WE SAY HERE. >> TEDDY, YOU KNOW WHAT WE WANT.

>> YEAH. >> YOU HAVE A GOOD FEELING FOR

THAT. >> YEAH.

IT'S NOT GOING TO BE APPROVED -- I THINK HE KNOWS WHAT WE WANT.

>> ON THIS SITUATION I THINK WE'VE GOT TO HOLD THEM TO THE

CRITERIA AND -- >> I WOULD SAY WHAT I JUST HEARD WAS WE WANT ANALYTICS ON VIEWERSHIP, ZIP CODES OUTSIDE OF

ST. JOHNS COUNTY TO MEET 100%. >> OR 90 MILES.

>> 90 -- >> IT'S 90.

>> 90 MILES. HOW'S THAT? I WOULD SAY THAT WOULD BE AN AMENDMENT INTO THE MOTION.

>> YOU'LL ACCEPT THAT? >> IF YOU MAKE THE AMENDMENT, I

WILL ACCEPT THE AMENDMENT. >> CAN YOU STATE THAT AGAIN,

PLEASE, COMMISSIONER? >> YES.

WE WOULD LIKE METRICS ON THE VIEWERSHIP OUTSIDE THE COUNTY

WITHIN 90 MILES. >> COULD YOU SAY THAT AGAIN?

>> WE WOULD LIKE ANALYTICS ON VIEWERSHIP FOR ZIP CODES OUTSIDE OF ST. JOHNS COUNTY BY 90 MILES TO MEET THE STANDARD OF 80% --

IS THAT CORRECT? >> I DON'T KNOW THERE WAS A PERCENTAGE. > I DON'T KNOW IF WE WANT --

>> MINUS 80% STATEMENT. AND THERE WAS ONE OTHER THING THAT WE WANTED TO ADD, THAT WE WOULD BE -- THAT TDC WOULD ASK STAFF TO BRING BACK THEIR RECOMMENDATIONS TO OUR NEXT

MEETING >> YEAH.

>> HOW'S THAT? >> WHICH WOULD, FOR THE RECORD, WOULD PROBABLY BE -- BECAUSE IT'S THE 16TH OF MAY, BUT OBVIOUSLY WOULD BE LATER THAN THAT BECAUSE OF THE TIMELINE, TO

PRODUCE THE ANALYTICS. >> DOES THAT --

>> IT'S ADDING MORE HOMEWORK TO YOU, IF YOU'RE OK WITH THAT.

>> I'M FINE. >> CAN THEY PRESENT TO US NOT ONLY THE CBS ANALYTICS, BUT ALSO FOR THESE INFLUENCERS? BECAUSE YOUR INFLUENCERS RIGHT NOW ARE A BIG DEAL AND THEY CAN REALLY UP YOUR VIEWERSHIP ACROSS DIFFERENT CHANNELS.

I'D LIKE TO SEE WHAT THEY ARE TALKING ABOUT BECAUSE IT FEELS

KIND OF VAGUE. >> OUR STAFF -- ANALYTICS WILL BE THE FIRST PIECE AND THEN THE HEADS AND BEDS WILL BE A PIECE AND INFLUENCERS AND OTHER SOCIAL MEDIA AND OTHER ONLINE INFLUENCE OPPORTUNITIES WE CAN DO AS WELL. KIND OF STANDARD ON THAT SIDE.

>> TEDDY, I WANT THE PARKS AND REC PEOPLE TO KNOW THAT WE'RE

PAYING ATTENTION HERE. >> THAT'S GREAT.

>> ARE WE COMFORTABLE WITH MEASURABLE ANALYTICS THAT SATISFIES EVERYONE? WE'RE GOING TO AMEND THE MOTION TO INCLUDE THAT IN A MINUTE. BUT I WANT TO SORT OF TEST THE

WATERS ON THE $20,000 AMOUNT. >> I THINK IT'S PERFECTLY APPROPRIATE ON A NEW EVENT SUCH AS THIS THAT'S SO BIG AND COULD

HAVE SUCH AN IMPACT. >> OK.

>> CAN I ASK -- I'M SORRY. LET ME ASK ONE QUESTION.

WHAT'S THE DIFFERENCE IN THE PARTICIPATION BETWEEN THESE TWO

EVENTS? >> A SIGNIFICANT -- JUST FROM ROUGH NUMBERS FROM WHAT LAUREN WAS TALKING ABOUT, I MEAN, THEY

[00:40:03]

THEY HAD 520 LAST YEAR. THIS EVENT IS GOING TO BRING -- AT MOST, MAYBE 20 TO 30 BOATS, MAYBE 50.

SO IT'S A -- AGAIN, I THINK THE SCOPE OF WHAT THEY ARE TRYING TO DO, BUT IT'S STILL FAIRLY INFANT.

>> THE COVERAGE IS THE VALUE. WITHOUT THAT, IT HAS NO VALUE.

>> FOR COMPARISON. >> SEEMS TO ME THEY MUST HAVE HIGH EXPECTATIONS FOR HOW MUCH COVERAGE THEY ARE GOING TO RECEIVE, BECAUSE THEY ARE WILLING TO SPEND ALMOST A THIRD OF THEIR WHOLE BUDGET. SO THEY ARE WILLING TO SPEND $300,000 OF THEIR MILLION DOLLAR BUDGET TO PAY FOR THIS PRODUCTION. SO, TO ME, IT SEEMS LIKE THEY HAVE A HIGH LEVEL OF EXPECTATION AND THEY ARE NOT GOING TO SPEND THEIR $300,000 IF THEY CAN'T MEASURE HOW EFFECTIVE THAT MONEY IS BEING SPENT. SO IT DOESN'T SEEM LIKE IT'S A BIG ASK TO ASK THEM FOR THE ANALYTICS POSTEVENT, RIGHT? IF THEY ARE GOING TO SPEND THAT $300,000 AT 12 DIFFERENT EVENTS, THEY ARE SPENDING $3.6 MILLION ON ALL OF THIS, YOU KNOW, TELEVISION PRODUCTION. SO IT SEEMS LIKE THEY SHOULD KNOW WHAT THEY ARE DOING AND WHAT THEIR EXPECTATION LEVEL IS.

I THINK OUR ASK IS APPROPRIATE. >> THEY MAY NOT BE SPENDING MONEY BECAUSE THEY ARE GETTING MONEY FROM OTHER PLACES AS WELL.

THAT'S THE WAY THAT I LOOK AT THAT.

>> I THINK IT'S INTERESTING THAT THEY HAVE --

>> HIT IT AGAIN. THEIR PROJECTED INCOME IS $836,000, RIGHT? AND THEIR EXPENSES ARE A MILLION EIGHT. IS THAT WHAT I'M READING? SO THEY ARE PROJECTING -- AND THEN IT SAID GRANTS INCLUDING TDC FUNDING WAS $400,000. SO SEEMS TO ME LIKE THEY ARE GOING INTO THIS WITH THE EXPECTATION THEY ARE GOING TO LOSE $200,000? AM I READING THAT CORRECTLY?

>> THAT'S WHAT IT LOOKS LIKE. >> OK.

ALL RIGHT. JUST WANTED TO MAKE SURE I WAS

READING THAT CORRECTLY. >> ANOTHER -- I'M NERVOUS ABOUT.

>> WHEN THEY GET TO FILLING OUT APPLICATIONS -- I SEE THIS A LOT. I DON'T MAKE A LOT OF COMMENTS BECAUSE I'M NOT VOTING. BOATS -- 360 -- THEY HAVE ALL OF THEM GETTING THEIR OWN ROOM. SAME WITH OFFICIALS.

THEY HAVE 45 OFFICIALS GETTING ROOM.

WE SHARED ROOMS. YOU KNOW, IF THEY ARE BIG TIME, SLEEPING ON A BOAT. IT'S SOMETIMES THE NUMBERS CAN BE -- THEY CAN FLUCTUATE NUMBERS --

>> SKEW THEM AS NEEDED, YEAH. >> RIGHT.

UNTIL WE GET THE ANALYTICS OR KNOW WHAT THEY GOT, LIKE I SAID, COVERAGE IS GOING TO BE THING.

>> RIGHT. >> TO ME, THAT'S ALL WE'RE BUYING, IS WE'RE BUYING ADVERTISEMENT.

>> YEAH. >> BECAUSE THE EVENT IS WHAT

WE'RE TRYING TO DO. >> ARE WE READY TO CONSIDER THE

AMENDMENT? >> MR. CHAIR --

>> PUBLIC COMMENT. >> MR. CHAIR, I THINK I HEARD THE VICE-MAYOR OFFER A PROPOSED AMENDMENT THAT WOULD NEED A SECOND TO BE VOTED ON. IN THAT CASE THE FIRST VOTE WOULD BE WHETHER OR NOT YOU ALL AGREE TO AMEND THE ORIGINAL MOTION, WHICH IS STILL ON THE TABLE.

IF THAT'S APPROVED, YOU ALL WOULD VOTE TO APPROVE THE AMENDED MOTION. SO THERE WOULD BE TWO VOTES NECESSARY. PUBLIC COMMENT WOULD BE NECESSARY ON THE SECOND VOTE. WE STILL NEED A SECOND -- A

MOTION TO AMEND WAS MADE. >> I WOULD SECOND THAT.

>> WE HAVE A MOTION FOR AN AMENDMENT AND IT HAS BEEN SECONDED. DOES ANYONE NEED TO HEAR IT

AGAIN? >> I DON'T KNOW IF WE HAVE ENOUGH TIME. [LAUGHTER]

>> ARE WE READY TO CALL THAT QUESTION?

>> WE'VE GOT TO DO THE VOTE ON THE FIRST --

>> THE VOTE BEFORE YOU RIGHT NOW IS WHETHER TO APPROVE THIS PROPOSED AMENDMENT, WHICH DOES NOT YET APPROVE THE ITEM IN

TOTAL. >> RIGHT.

THAT'S WHERE WE'RE AT. SO ALL IN FAVOR OF APPROVING THE

>> NOW, THERE IS AN AMENDED MOTION ON THE TABLE AND IT IS A FINAL PROPOSITION. SO YOU NEED TO CALL FOR PUBLIC COMMENT AND THEN IF THERE'S NO OTHER DISCUSSION, IF THE BOARD VOTES TO APPROVE THIS, IT APPROVES THE AMENDED MOTION.

[00:45:07]

>> OK. ANY PUBLIC COMMENT? SEEING NONE. WE HAVE THE ORIGINAL MOTION AS AMENDED -- WE READY FOR A VOTE? ANY MORE DISCUSSION AT OUR LEVEL? NO.

ALL RIGHT. ALL IN FAVOR.

MOTION PASSES. >> OK, MR. CHAIRMAN, I'LL MAKE A MOTION WE AWARD THE OLD SCHOOL KINGFISH FISHING TOURNAMENT,

GANT $20,000. >> SECOND.

>> MOTION HAS BEEN MADE AND SECONDED.

ANY DISCUSSION AT THIS LEVEL? PUBLIC COMMENT? SEEING NONE. WE'RE VOTING ON THE OLD SCHOOL KINGFISH TOURNAMENT. ALL IN FAVOR.

WE STILL HAVE A COUPLE MORE. >> THE RUGBY IS DONE.

>> GAME ON EVENTS. >> MR. CHAIR, I MOVE THAT WE APPROVE $5,000 AS RECOMMENDED BY THE BOARD FOR GAME ON EVENTS

TRIATHLON. >> SECOND.

>> PUBLIC COMMENT? SEEING NONE.

[7. CULTURAL COUNCIL PROMOTION PLANNING WORKSHOP]

ALL APPROVED SAY AYE.

>> PASSED. STILL ONE LEFT?

>> I THINK IT'S -- >> THAT'S IT? OH, OK. THANK YOU, TEDDY.

WE WILL NOW GO BACK TO THE ORIGINAL AGENDA AND WE'RE LOOKING AT ITEM NUMBER 7, CULTURAL COUNCIL PROMOTION

PLANNING WORKSHOP. >> WE HAVE SO MANY NEW BOARD MEMBERS, WE HAVE TWO CONTRACTS WITH THE VCB AND CULTURAL COUNCIL. THEY ARE REQUIRED TO DO TWO SETS OF WORKSHOPS. THE FIRST IS EXTERNAL FOR THE STAKEHOLDERS WHO WOULD BE HOTELIERS, ATTRACTIONS, RESTAURANTS, PEOPLE WHO ARE INTERESTED, PEOPLE IN THESE TYPES OF THINGS, CULTURAL EVENTS, THOSE STAKEHOLDERS.

AND SO BOTH THE CULTURAL COUNCIL AND THE VCB WORK TOGETHER.

THEY HAVE DONE THAT. THE OTHER PART OF THE CONTRACTUAL REQUIREMENT IS THAT THE VCB AND THE CULTURAL COUNCIL COME TO PRESENT TO YOU ALL IN THE MONTH OF MARCH KIND OF SOME IDEAS OF WHAT THEY ARE DOING, WHAT THEY HAVE BEEN DOING, IDEAS OF WHAT THEY WILL BE DOING. THIS IS OPPORTUNITY FOR THE TDC BOARD TO GIVE SOME THOUGHTS AND SOME INPUT TO THE CULTURAL COUNCIL AND SUBSEQUENTLY THE VCB ON THEIR PROMOTION PLANS FOR FISCAL YEAR '23 NEXT YEAR'S PROMOTION PLAN.

IN THE MONTH OF JUNE, THEY ARE GOING TO COME BACK TO THIS BODY AND THEY ARE GOING TO PRESENT TO YOU THEIR RESPECTIVE PROMOTIONAL PLANS, WHICH TOOK INTO CONSIDERATION THE INPUT THEY RECEIVED FROM THE STAKEHOLDERS, AS WELL AS FROM THE TDC.

>> THANK YOU. THAT'S VERY HELPFUL.

>> THANK YOU. YOU ALL HAVE THE SLIDE SHOW IN YOUR PACKET. SO I'LL QUICKLY GO THROUGH OUR OVERVIEW. THIS IS INTRODUCING A FEW NEW CONCEPTS THAT WE HOPE TO INCLUDE IN OUR PLAN FOR THE UPCOMING FISCAL YEAR. BASED ON FEEDBACK FROM THE STAKE HOLDER MEETINGS WE HELD IN FEBRUARY, WHICH WAS THE FIRST -- WE HAD TWO MEETINGS, ONE IN ST. AUGUSTINE AND ONE IN PONTE VEDRA, THAT WERE VERY WELL ATTENDED BOTH BY HOSPITALITY INDUSTRY AND BY ARTS CULTURE AND HERITAGE STAKEHOLDERS.

WE CREATED OBJECTIVES THAT COMPLY WITH REQUIREMENTS OF THE CONTRACT AND ALSO TAKE INTO ACCOUNT THE FEEDBACK OF THE STAKEHOLDERS, WHAT WE'RE HEARING FROM VISITORS, AND OTHER DATA THAT WE HAVE. SO OBVIOUSLY WE'RE GOING TO DEVELOP AND IMPLEMENT TACTICS BASED ON THE STAKEHOLDER INPUT.

[00:50:04]

WE ALSO HEARD A LOT ABOUT PARTS OF THE COUNTY THAT ARE NOT GETTING AS MUCH ATTENTION OR AT LEAST IT'S THEIR IMPRESSION THEY ARE NOT GETTING AS MUCH ATTENTION AND WE'RE GOING TO WORK TO CREATE SOME NEW PRODUCT FOR THOSE UNDERUTILIZED AREAS AND OF COURSE WE'RE VERY BUSY RIGHT NOW AS WE WERE JUST DISCUSSING, SO WE'RE GOING TO TRY TO LOOK AT OFF-PEAK PERIODS, IF WE STILL HAVE OFF-PEAK PERIODS.

I'M NOT SURE WE HAVE HAD MANY TIMES THAT WERE OFF PEAK, BUT WE'LL FOCUS ON THAT. WE'RE GOING TO CONTINUE TO DO WHAT WE HAVE BEEN WORKING ON FOR THE LAST COUPLE OF YEARS, AND THAT'S TO DIFFERENTIATE WHAT WE'RE DOING UNDER OUR CONTRACT FROM WHAT THE OTHER MARKETING PARTNERS, ALSO INCREASING COLLABORATION. THAT INCLUDE VISITOR AND CONVENTION BUREAU, CONVENTION CENTER, OTHER -- LIKE VISIT FLORIDA. ONE OTHER THING I WANT TO MENTION, IS SOMETHING TO KEEP IN MIND FROM THE CULTURAL COUNCIL'S PERSPECTIVE IS OUR BUDGET HAS THREE VERY DIFFERENT COMPONENTS.

WE HAVE OUR DESTINATION MARKETING COMPONENT WHERE WE ARE FOCUSED ON THE TARGETED MARKETING FOR CULTURAL VISITORS.

A LARGE PORTION GOES TO ARTS CULTURE AND HERITAGE GRANT PROGRAM THAT WE ADMINISTER FOR THE COUNTY.

ORGANIZATIONS PUTTING ON VACCINATION STATUSES THAT ARE ORGANIZING PROGRAMMING FOR HUMANS AND OTHER HISTORIC SITES.

WE HAVE ANOTHER SEPARATE LINE ITEM WHERE WE CAN WORK WITH THE COUNTY AND OTHER ORGANIZATIONS TO CREATE THAT NEW PRODUCT THAT I WAS JUST TALKING ABOUT. WHAT WE HEARD FROM OUR STAKEHOLDERS -- YOU'LL HEAR MORE OF THIS FROM THE VCB AS WELL -- WAS A STRONG DESIRE FOR INCREASED PROMOTION OF THE GROWING CULINARY SCENE HERE. THAT'S SOMETHING THAT WE SEE AS AN EASY THING TO HELP US WITH PROMOTING OTHER PARTS OF THE COUNTY, LIKE THE SOUTHWEST THAT DON'T SEE AS MANY EVENTS AND AS MUCH PROGRAMMING NOW. WE HEARD A LOT OF CONVERSATION AT BOTH MEETINGS ABOUT GREATER SUPPORT FOR ECO TOURISM.

CULTURAL LANDSCAPES ARE PART OF A ARTS, CULTURE, AND HERITAGE.

THAT IS SOMETHING WE BELIEVE WE CAN HELP TO SUPPORT.

WE DID HEAR THAT NEED FOR MORE PROMOTION OF AREAS OUTSIDE OF THE HISTORIC DISTRICT. WE HAD A LOT OF STAKEHOLDERS WHO REPRESENT ORGANIZATIONS THAT ARE SHARING AFRICAN-AMERICAN AND HISPANIC CULTURE AND HERITAGE. THEY FEEL SUPPORT HAS IMPROVED DRAMATICALLY, BUT THINK WE NEED TO CONTINUE.

I AGREE THOSE ARE AREAS THAT HAVE GREAT VALUE TO OUR VISITORS AND WE NEED TO PROVIDE SUPPORT. MORE VISITOR INFORMATION IN MARKET. WE HAVE TALKED ABOUT THAT A LOT OVER THE LAST FEW YEARS. WE HAVE THOSE GUIDELINES.

YOU WERE JUST TALKING ABOUT WANTING TO REACH A CERTAIN NUMBER OF PEOPLE OUT OF COUNTY. WE FOUND THAT A LOT OF VISITORSES ARRIVE HERE, WE HAVE FOLKS STAYING DOWNTOWN WHO MAY NOT HAVE AWARENESS OF THE ASSETS WE HAVE AT THE BEACH, ALPINE BEACH. IT'S IMPORTANT WE HAVE THINGS LIKE THE CULTURAL GUIDE THAT WE CAN HAVE AT THE LODGING, AT THE VISITORS CENTERS, SO THAT PEOPLE WHO ARRIVED WITHOUT DOING PREPLANNING PERHAPS WILL ALLEVIATE TRAFFIC ISSUES DOWNTOWN AND TRAVEL TO WESTERN PART OF THE COUNTY AND SUPPORT BUSINESSES IN THAT AREA. TRYING TO FOCUS ON THE HIGHEST QUALITY ARTS AND CULTURAL EVENTS WE HEARD ALSO THAT WE NEED MORE FUNDING FOR CULTURAL FACILITIES IN THIS COUNTY LARGELY BECAUSE SO MANY OF OUR IMPORTANT SITES ARE HOUSED IN CENTURIES-OLD BUILDINGS, THEY ARE EXPENSIVE TO MAINTAIN.

SO THERE WAS DESIRE FOR A HISTORIC PRESERVATION GRANT PROGRAM. YOU MAY HAVE SEEN IN THE NEWS RECENTLY THIS COUNTY WAS VERY SUCCESSFUL WITH THE RECENT AFRICAN-AMERICAN CULTURE HERITAGE GRANT PROGRAM FROM THE STATE, MORE THAN -- ALMOST $3 MILLION WAS RECEIVED BY ORGANIZATIONS IN ST. JOHNS COUNTY AND WE MAY BE GETTING SOME ADDITIONAL FUNDING BECAUSE THE LEGISLATURE HAS PROPOSED INCREASING THE FUNDS FOR THAT PROGRAM.

THAT SOUNDS GREAT AND SOUNDS LIKE WE'RE ALREADY GETTING THAT SUPPORT. BUT THAT WAS A ONE-TIME GRANT PROGRAM SPECIFICALLY FOR ORGANIZATIONS THAT WERE SERVING THAT AFRICAN-AMERICAN COMMUNITY AND WE HAVE MANY -- THOSE

[00:55:03]

ONE THING I WANTED TO SHARE THAT WE HEARD AT THE STAKEHOLDERS MEETING I THOUGHT WAS A GREAT STATEMENT -- THAT OUR GREATEST TOURISM ASSET WAS THE TREMENDOUS DIVERSITY OF OUR HIGH-QUALITY VISITOR EXPERIENCES AND WE HEARD THAT THAT WAS ALSO OUR BIGGEST MARKETING CHALLENGE, THE TREMENDOUS DIVERSITY OF HIGH-QUALITY VISITOR EXPERIENCES.

HOW DO WE USE OUR LIMITED FUNDS TO SHARE ALL OF THE WONDERFUL THINGS THAT WE HAVE WITH THE REST OF THE WORLD? SOMETHING FOR US ALL TO THINK ABOUT.

SO WE HAVE IDENTIFIED PRIORITIES FOR OUR MARKETING PLAN AND FOR THE SUPPORT THAT WE PROVIDE IN OTHER WAYS.

THESE LINE UP WITH THINGS THAT WE DID TALK ABOUT IN THE CULTURAL GUIDE WE CREATED LAST YEAR AND THE WORK WE'RE DOING THIS YEAR. YOU CAN SEE THOSE HERE.

AFRICAN-AMERICAN CULTURE AND HERITAGE, FIVE CENTURIES OF ARCHITECTURE, OUR WONDERFUL FOODIE SCENE THAT'S GETTING BETTER ALL THE TIME, THOSE CULTURAL LANDSCAPES AND ECO TOURISM, HISPANIC CULTURE AND HERITAGE, THAT'S WHERE WE STARTED ALMOST 500 YEARS AGO. PERFORMANCING ARTS AND VISUAL AND LITERARY ARTS, INCLUDING FILM.

FILM IS SOMETHING WE WANT TO PROVIDE MORE SUPPORT FOR.

WE HAVE A REALLY EXCELLENT SMALL FILM FESTIVAL HERE NOW THAT HAS THE POTENTIAL TO BE MUCH BIGGER AND ALONG WITH THE FILM FESTIVAL WE COULD PROVIDE SUPPORT FOR A MUCH STRONGER TELEVISION AND FILM COMMISSION THAT WOULD BRING MOVIEMAKERS HERE AND -- BECAUSE THESE SAME CULTURAL ASSETS THAT VISITORS WANT TO SEE, PEOPLE WHO ARE MAKING FILMS CAN USE AS WELL.

WE'RE FORTUNATE THAT THE DIRECTOR OF OUR CURRENT FILM FESTIVAL IS SOMEONE WITH OUTSTANDING EXPERIENCE MANAGING A MUCH BIGGER FESTIVAL WHO IS WILLING TO HELP US WITH THAT.

THAT'S AN IDEA I WANT TO THROW OUT FOR YOU TO THINK ABOUT, WHETHER THAT'S SOMETHING WE SHOULD EXPLORE.

SOME OF THE STRATEGIES THAT WE HAVE IDENTIFIED THAT WILL INCLUDE IN THE PLAN WE PRESENT LATER THIS YEAR, OUR CULTURAL GIDE HAS BEEN VERY POPULAR. WE HAVE GOTTEN WONDERFUL FEEDBACK FROM AROUND THE COUNTRY ON THAT GUIDE THAT HAS BEEN DISTRIBUTED NATIONALLY. WE WILL UPDATE THAT PUBLICATION THIS YEAR AND CONTINUE THAT DISTRIBUTION BOTH THROUGH THE FLORIDA VISITORS CENTERS, HOTELS, LOCALLY, NATIONWIDE.

WE WANT TO CREATE NEXT YEAR A NEW CULTURAL EVENTS MAGAZINE THAT WILL TALK ABOUT -- PUBLISHED TWICE A YEAR, IT WILL BE SOMETHING DEEPER THAN THE CALENDAR OF EVENTS THAT WE JOINTLY PRODUCE WITH THE VISITOR AND CONVENTION BUREAU TO GIVE INFORMATION ABOUT THE DIFFERENT PERFORMING ARTS, THE MUSEUM PROGRAMMING THAT WE HAVE THAT WILL BE DISTRIBUTED BOTH LOCALLY AND THROUGH SOME OF THE OTHER DISTRIBUTION POINTS THAT WE HAVE. WITH ADVERTISING, WITH OUR SMALLER BUDGET AND OUR DESIRE TO DIFFERENTIATE FROM THE VCB AND REALLY TARGET SPECIFIC AUDIENCES, WE WILL WORK WITH OUR STAKEHOLDERS. ONE EXAMPLE OF WORKING WITH OUR STAKEHOLDERS IS WE HAVE ALREADY CREATED A COMMITTEE WITH THE DIRECTORS OF FORT MOSE, THE ACCORD MUSEUM AND OTHER ORGANIZATIONS TO PROVIDE US WITH SUPPORT ON HOW TO MARKET TO AFRICAN-AMERICAN TRAVELERS. WE'RE GOING TO LOOK AT WHAT MEDIA WE'RE GOING TO USE. WE'RE GOING TO BE FOCUSED BECAUSE WE DON'T HAVE A LOT OF MONEY, SO WE'VE GOT TO DO A REALLY GOOD JOB PICKING THE RIGHT WAY TO DELIVER INFORMATION. WE HAVE LISTED SOME IDEAS FOR THE TYPE OF ADVERTISING THAT WE WOULD DO.

WE ALSO BELIEVE THAT BY PROVIDING SOME CAPACITY-BUILDING SUPPORT OUTSIDE OF THE ARTS CULTURE GRANTS, WE HAVE HELP ORGANIZATIONS TO GROW. THEY HAVE A HARD TIME NAVIGATING THE GRANT PROCESS. THEY CAN BE MORE EFFECTIVE ON WORKING MORE OF A CONTRACT BASIS WHERE, FOR EXAMPLE, THE ACCORD MUSEUM AND FREEDOM TRAIL. DURING BLACK HISTORY MONTH THIS YEAR -- THEY ARE CLOSED MOST OF THE TIME.

YOU HAVE TO MAKE AN APPOINTMENT TO VISIT THAT REALLY IMPORTANT FACILITY. IF YOU DON'T KNOW ABOUT THAT FACILITY, I ENCOURAGE YOU TO LEARN MORE ABOUT THEM.

I WON'T TAKE THE TIME NOW TO TELL YOU ABOUT THEIR COLLECTION.

FIRST CIVIL RIGHTS MUSEUM IN FLORIDA.

VERY IMPORTANT SPACE NOT OPEN BECAUSE THEY DON'T HAVE SUPPORT.

THE CULTURAL COUNCIL FUNDED AND PROMOTED SPECIAL TOURS OF THAT MUSEUM DURING BLACK HISTORY MONTH.

WE STARTED WITH THREE TOURS, THEY WERE COMPLETELY FULL WITHIN A WEEK OF US ANNOUNCING THOSE. WE DOUBLED IT TO SIX TOURS.

COMPLETELY FULL LESS THAN A WEEK.

WE LITERALLY HAD HUNDREDS OF OTHER PEOPLE WHO TRIED TO SIGN UP TO GO ON THOSE TOURS. THAT'S AN ORGANIZATION, THAT'S AN EXAMPLE OF AN ORGANIZATION THAT PERHAPS, RATHER THAN HAVE THEM GO THROUGH THE GRANT PROGRAM THAT'S DIFFICULT FOR

[01:00:01]

THEN THE LAST NEW CONCEPT HISTORIC PRESERVATION GRANTS, NOT LOOKING FOR MORE FUNDING, BUT LOOKING AT PERHAPS CARVING OUT A PORTION OF THE ARTS CULTURE HERITAGE PROGRAM TO CREATE A POT OF MONEY THAT ORGANIZATIONS COULD APPLY FOR MATCHING FUNDS FOR LARGER HISTORIC PRESERVATION GRANTS THAT ARE AVAILABLE OR SMALL GRANTS TO HELP THEM WITH CRITICAL NEEDS THEY MAY HAVE IN THEIR HISTORIC BUILDINGS.

WHAT WE'RE LOOKING TO DO IN THIS UPCOMING YEAR IS NOT START THE GRANT PROGRAM, BUT DEVELOP GUIDELINES WORKING WITH YOU AND A BUDGET FOR THAT PROGRAM. THE OTHER CATEGORY I MENTIONED WAS IN THE PRODUCT DEVELOPMENT SPECIAL EVENTS.

SOME THINGS WE'RE LOOKING AT DOING, WE ALL THE WANT TO PARTNER WITH OTHER ORGANIZATIONS, WE'VE GOT A SMALL STAFF AND WHILE WE CAN ORGANIZE AND PUT ON EVENTS, IT'S A LITTLE BEYOND OUR CAPACITY TO ACTUALLY CREATE AND RUN A LOT OF SPECIAL EVENTS. WE WANT TO FOCUS ON THOSE NEW GEOGRAPHIC LOCATIONS, NONPEAK PERIODS.

I MENTIONED POTENTIALLY EXPANDING THE FILM FESTIVAL AND WORKING ON DEVELOPING A FILM AND TELEVISION COMMISSION FOR THE COUNTY. ANOTHER THING WE HAVE ALREADY STARTED WORKING ON, PONTE VEDRA IS AN AREA THAT DOESN'T HAVE OUTSIDE OF THE PONTE VEDRA CONCERT HALL, YOU DON'T SEE COUNTY-FUNDED EVENTS HAPPENING THAT OFTEN IN PONTE VEDRA.

WE'RE WORKING WITH THE CHAMBER TO DO A -- AN INVENTORY OF VENUES IN THAT AREA THAT MIGHT BE GOOD LOCATIONS FOR US TO HOST SOME CONCERT SERIES AND THINGS OF THAT NATURE.

WE HAVE ALREADY STARTED THAT FOR PONTE VEDRA, LOOKING AT DOING THE SAME THING FOR NORTHWEST AND SOUTHWEST PARTS OF THE COUNTY.

WE WANT TO PRIORITIZE EVENT THAT COMPLEMENT PROGRAMMING LIKE SINGING OUT LOUD. THERE ARE THINGS WE CAN DO TO HELP IMPLEMENT THAT MUSIC STUDY WE SAW LAST YEAR, PROVIDING SUPPORT FOR LOCAL ARTISTS, THAT WILL CREATE EVENTS THAT WILL ALSO BE ATTRACTIVE TO OUR VISITORS AND PRIORITIZE EVENTS THAT DO SUPPORT PROMOTION OF THOSE DESIGNATED ASSET CATEGORIES. FINALLY, COLLABORATION WITH MARKETING PARTNERS IS AN AREAS WHERE I THINK WE HAVE MADE SOME GREAT STRIDES IN THE LAST COUPLE OF YEARS, BUT WE STILL HAVE A WAYS TO GO. I'M REALLY HAPPY TO REPORT THAT WE HAVE HAD SOME RECENT MEETINGS WHERE WE HAVE MADE COMMITMENTS TO DO BIG THINGS THIS YEAR IN THAT AREA.

THE FIRST IS BY WORKING WITH THE VCB THAT ALREADY HAD PLANS TO RESKIM THEIR WEBSITE TO -- HAVING A SINGLE DESTINATION WEBSITE INSTEAD OF ONE FOR THE CULTURAL COUNCIL AND ONE FOR THE VCB, WHERE IF CULTURAL COUNCIL WOULD CURATE THE ARTS CULTURE HERITAGE PORTIONS AND WOULD HAVE RESPONSIBILITY FOR KEEPING THOSE UPDATED. ANOTHER THING OUR STAKEHOLDERS AND VISITORS WILL APPRECIATE IS GOING TO A SINGLE EVENT CALENDAR. RIGHT NOW WE HAVE TWO SEPARATE CALENDARS AND IT REQUIRES PEOPLE INPUT INFORMATION IN TWO PLACES.

THAT'S SOMETHNG WE'LL START WORKING ON RIGHT AWAY, ADDING CATEGORIES AS NECESSARY TO ACCOMMODATE THE WORK THAT THE CULTURAL COUNCIL DOES ON THE EXISTING VCB CALENDAR AND HAVING A PLUG-IN ON OUR LOCAL ARTS WEBSITE, AS WELL AS THAT JOINT DESTINATION WEBSITE WITH THE SINGLE CALENDAR.

WE'LL CONTINUE WORKING TO IMPROVE OUR COORDINATION OF PUBLIC RELATIONS AND SOCIAL MEDIA EFFORTS AND WE CONTINUE TO TRY TO WORK TOGETHER AND CONSULT WITH EACH OTHER AN A REGULAR BASIS ON AREAS THAT WE CAN PROVIDE SUPPORT.

CULTURAL COUNCIL EXPERTISE CAN HELP THE VCB WHEN THEY ARE WORKING WITH PARTICULAR GROUPS AND VICE VERSA.

JOINT STAKE HOLDER WORKSHOP WAS A GREAT EXPERIENCE.

I THINK THE PEOPLE APPRECIATED HEARING THE PERSPECTIVES FROM THE DIFFERENT GROUPS. THEY DO HAVE PROBABLY MORE COMMON INTERESTS THAN THEY DO DIFFERENCES.

SO THAT'S SOMETHING ELSE WE PLAN TO CONTINUE FOR NEXT YEAR.

WE PUT TOGETHER A VERY GENERAL BUDGET SHOWING THAT WE REALLY ARE PLANNING TO HAVE FAIRLY EVEN SPENDING ACROSS DIFFERENT CATEGORIES WE'RE LOOKING TO SUPPORT.

THOSE ARE SMALL DOLLARS. THAT'S NOT A BIG MILLION DOLLAR MARKETING CAMPAIGN. BUT YOU CAN DO PRETTY GOOD THINGS AND REACH A GOOD TARGETED GROUP IF YOU SELECT THE RIGHT MEDIA IN THESE DIFFERENT CATEGORIES.

[01:05:01]

I LOOK FORWARD TO YOUR FEEDBACK BECAUSE WE HAVE INTRODUCED NEW CONCEPTS THAT ARE DIFFERENT FROM WHAT WE HAVE DONE IN THE PAST AND I'M ANXIOUS TO HEAR YOUR THOUGHTS.

THANK YOU. >> THANK YOU, CHRISTINA.

I WANT TO TAKE THE CHAIRMAN'S PREROGATIVE.

I WANTED TO STAND UP AND CLAP A COUPLE OF TIMES TO SOME OF THE ITEMS YOU MENTIONED. THE IDEA OF BLENDING WEBSITES -- COLLABORATION, COMMUNICATION, COORDINATION.

THOSE ARE ALL GREAT WORDS. BUT YOU GUYS, THE VCB AND THE CULTURAL COUNCIL, HAVE FIGURED OUT A WAY TO OPERATIONALIZE THOSE WORDS THAT WE WILL ALL BENEFIT FROM.

JUST HAVING THE JOINT MEETINGS, THE CUSTOMER-CONSUMER-STAKEHOLDER MEETINGS WAS A MAJOR STEP FORWARD, I THOUGHT. THE OTHER STEP YOU SHARED TODAY, I'M SURE WE'LL HEAR FROM THE VCB AS WELL, IS I THINK FROM THE INDUSTRY STANDPOINT AND WHAT WE'RE TRYING TO DO AND ACCOMPLISH, YOU GUYS ARE WAY OUT THERE AND I THINK IT'S GREAT.

THAT'S JUST MY TWO CENTS. >> THANK YOU.

>> OTHER COMMENTS FROM THE -- >> I WANT TO ECHO JOE'S THOUGHTS. I COMPLETELY AGREE.

WE HAVE BEEN TALKING ABOUT IN THE COMMUNITY A LONG TIME WORKING TOGETHER AND THE COLLABORATION.

WHEN I FIRST SAW DIFFERENTIATION AND COLLABORATION, I THOUGHT OH, WHAT DOES THAT MEAN? BUT THE WAY YOU HAVE EXPLAINED IT, IT MAKES PERFECT SENSE TO ME HOW YOU'RE NICHING IN THESE PRIORITY AREAS, WHICH I LOVE BECAUSE I THINK THEY ARE REFLECTIVE OF WHO THE VISITOR IS NOW.

I DON'T HAVE A LOT OF DATA ABOUT THAT ETHNICITIES -- BUT I CAN SEE IT AND HEAR IT. I THINK SERVING THOSE GROUPS, FEMALES, IS GOING TO BENEFIT EVERYBODY.

I JUST LOVE WHAT YOU HAVE DONE HERE.

IT'S GREAT. I DO HAVE ONE QUESTION.

CAN YOU TELL ME THE DIFFERENCE BETWEEN, LIKE, THE DISTRIBUTION FOR YOUR CULTURAL GUIDE AND YOUR CULTURAL MAGAZINE?

HOW ARE THOSE THINGS DIFFERENT? >> SO THE CULTURAL GUIDE IS THIS DOCUMENT THAT YOU HAVE ALL SEEN. WE PROVIDE IT TO ANY LOCAL LODGING FACILITIES THAT WOULD LIKE TO HAVE IT.

WE HAVE A FEW -- I WON'T NAME ANY NAMES -- WHO WE HAVE DELIVERED TO MULTIPLE TIMES SINCE THEY CAME OUT.

THEY ARE DOING A GOOD JOB DISTRIBUTING THOSE.

WE HAVE DISTRIBUTED THEM IN A POLLY BAG.

WE HAVE SOME GOING OUT WITH TEXAS MONTHLY.

WE CHOSE THOSE BECAUSE THOSE ARE PLACES WITH DIRECT FLIGHTS EITHER TO JACKSONVILLE OR ST. AUGUSTINE AND PEOPLE WHO FIT THE DEMOGRAPHIC THAT WE'RE TRYING TO REACH.

THEY ALSO -- THIS YEAR FOR THE FIRST TIME THE CULTURAL COUNCIL RESERVED SPACE IN ALL OF THE FLORIDA VISITOR CENTERS AND THEY ARE CARRYING THESE GUIDES IN THE VISITOR CENTERS AS WELL.

THEY ARE IN OUR VISITOR CENTERS LOCALLY.

THAT'S THE WAY WE DISTRIBUTE THIS GUIDE.

WE ALSO HAVE A FULFILLMENT PROGRAM.

OUR PRINTER MAILED OUT MANY THOUSANDS OF COPIES THROUGH REQUESTS WE'VE GOTTEN THROUGH OUR PARTNERSHIP WITH SOUTHERN LIVING. SOUTHERN LIVING HAS BEEN A GOOD SOURCE. WE WORKED WITH THEM THIS YEAR FOR SUPPORT FOR THE FOOD AND WINE FESTIVAL AND THE CULINARY SCENE WE WERE TALKING ABOUT, AND GOTTEN A LOT OF REFERRALS.

WE'RE MAILING TO THEIR SUBSCRIBERS.

THAT'S KIND OF HOW WE'RE GETTING THE CUTURAL GUIDE OUT.

THE MAGAZINE I SEE AS SOMETHING THAT WOULD PROBABLY BE DISTRIBUTED WITHIN MARKET. PERHAPS HAVE IT AT THE FLORIDA VISITORS CENTER AND IT WOULD BE DONE FOR SIX MONTHS AT A TIME.

SO WE WOULD TALK ABOUT THE GRANT-FUNDED EVENTS THAT ARE COMING UP AND HAVE DETAILS ON WHAT PERFORMANCES PEOPLE MIGHT SEE. WE WOULD TALK ABOUT MUSEUMS' PROGRAMMING THAT THEY HAVE SCHEDULED.

BY DOING IT TWICE A YEAR, WE WOULD BE PRETTY NIMBLE.

WE'RE NOT GOING TO BE PERFECT BECAUSE WE'LL HAVE THINGS CANCELED OR NEW THINGS INTRODUCED.

I SEE THAT SOMETHING WE DISTRIBUTE PRIMARILY LOCALLY.

WE COULD MAIL OUT IF PEOPLE CONTACTED.

>> I THINK DISTRIBUTING LOCALLY IS GREAT BECAUSE I THINK THERE'S A GAP THERE SOMETIMES. I THINK YOU'RE DOING A GREAT JOB

OF FILLING IT, SO THANK YOU. >> THANK YOU.

>> CULTURAL GUIDE IS A GREAT PUBLICATION.

I ENCOURAGE ANY OF MY LODGING COLLEAGUES WHO ARE IN THE ROOM TODAY, IF YOUR PROPERTY IS NOT DISTRIBUTING THEM COMPLIMENTARY,

[01:10:01]

WE GET RAVE REVIEWS FROM GUESTS. >> IT'S NOT FREE.

WE PAY FOR IT WITH TDC DOLLARS. IT'S RATHER EXPENSIVE.

BUT IT'S A GREAT PUBLICATION. WE WILL GIVE IT TO YOU FOR FREE.

[LAUGHTER] >> HERE'S AN EXAMPLE.

I SHOULD SAY TO THE PROPERTY IT'S FREE.

HERE'S AN EXAMPLE OF OUR TDC DOLLARS DOING GREAT THINGS.

I MISSPOKE THERE. BUT THANK YOU.

>> WELL, THE COST PER ISSUE IS PRETTY LOW, ACTUALLY.

WE COULD PROBABLY START PRINTING THEM ON LIGHTER PAPER THAN WE DID THE FIRST TIME TO MAKE IT EVEN GO FARTHER.

I THINK THE VALUE IS TREMENDOUS. I IN THE LAST MONTH HAVE GOTTEN MORE THAN A DOZEN HANDWRITTEN NOTES FROM PEOPLE IN OTHER PARTS OF THE COUNTRY COMPLIMENTING US ON THE GUIDE AND SAYING THINGS LIKE, YOU KNOW, I'M NOT A BEACH PERSON, I NEVER THOUGHT I WOULD WANT TO VISIT FLORIDA, BUT AFTER SEEING THIS, I'M PLANNING MY TRIP FROM CHICAGO TO ST. AUGUSTINE.

I THINK IT DOES HAVE A LOT OF VALUE.

>> IT'S A VERY CLASSY PUBLICATION.

IT STANDS OUT. AND WHY NOT? THIS IS A CLASSY DESTINATION. THE CULTURAL AND ARCHITECTURE ASSETS ARE VERY CLASSY. IT ALL FITS.

REALLY DOES. ANY OTHER QUESTIONS?

>> YES. I'D LIKE TO BRING UP TWO POINTS.

I HAVE THE PLEASURE OF SERVING ON THE STATE HUMANITIES COUNCIL.

THE REASON I BRING THAT UP IS THAT THEY PUBLISH A MAGAZINE CALLED "FORUM ". THEY WOULD PROBABLY CARRY OUR MAGAZINE IN THEIRS. THEY PRINT IT FOR US.

I WOULD EXPLORE THAT BECAUSE THEY ARE A WELL-KNOWN PUBLICATION. I THINK THEY WOULD -- THEY LIKE TO DO THINGS WITH ST. AUGUSTINE, IS WHAT I'M SAYING.

SECONDLY, I WANT TO JUST COMMENT ON SOMETHING THAT MANY MAY HAVE MISSED. AND THAT IS WHEN YOU SAID THAT YOUR STAFF AND YOU ARE AT ALL THESE EVENTS THAT WE SUPPORT AND FUND. I CAN'T TELL YOU HOW THAT -- HOW MUCH I APPRECIATE THAT. MANY OF US GO TO THESE EVENTS.

AND TO SEE SOMEONE THERE FROM YOUR GROUP -- YOU DON'T HAVE MANY PEOPLE, SO IT'S USUALLY YOU OR ONE OR TWO OTHERS.

SEEING YOU THERE SAYS TO ME THAT YOU'RE IN THE GAME WITH US.

IT SAYS TO THE PUBLIC THAT IT'S IMPORTANT.

SO I WANT TO UNDERLINE THAT THAT YOU HAVE SAID THAT AND HOW IMPORTANT THAT IS TO ME. THANK YOU.

>> AND I HAVE ONE COMMENT. YOU MIGHT BE ABLE TO EXPLAIN A LITTLE BIT BETTER. I DON'T SEE HOW CULTURAL LANDSCAPE AND ECO TOURISM COMES OUT OF YOUR MONEY.

I THINK IT WOULD BE COMING OUT OF PARKS AND REC OR VCB WHO HAS A LITTLE BIT MORE MONEY. I WANT TO KNOW WHY YOU FEEL THAT'S THERE. I CAN SEE THAT $50,000 GOING INTO OTHER AREAS THAT I DEFINITELY WOULD LOVE TO SUPPORT MORE. I CAN'T PUT MY HEAD AROUND WHY IT'S YOUR MONEY INSTEAD OF ONE OF THE OTHER CATEGORIES.

>> I UNDERSTAND YOUR VIEWPOINT ON THAT.

IT IS A LITTLE BIT OF A STRETCH WHEN WE HAVE TO TALK ABOUT CULTURAL LANDSCAPES TO INCLUDE IT.

BUT IT ALLOWS US TO CONNECT THE DOT ON A COUPLE OF THINGS.

THE HASTINGS COMMUNITY IS ONE OF THOSE AREAS WHERE WE CAN PROMOTE CULTURAL LANDSCAPES AND ECO TOURISM IN COMBINATION WITH THE CULINARY SCENE AND WITH SOME FOODIE-RELATED EVENTS.

FOR EXAMPLE, COMMUNITY IN ARMSTRONG CAP DOES A DEVIL THAT'S COMBINED WITH RAILS TO TRAILS BECAUSE THEY HAVE A BIKE TRAIL THAT GOES THROUGH THAT COMMUNITY.

SO WE'RE MARKETING TO CYCLISTS AND PEOPLE WHO ENJOY THAT OUTDOOR COMPONENT. BUT WE'RE ALSO SHARING THAT HERITAGE AND THE INFORMATION ABOUT THIS REALLY COOL CULTURAL EVENT THAT THEY HAVE. SAME KIND OF THING WITH NORTHWEST, WITH ALPINE GROVES -- THOSE ARE PLACES THAT ARE CULTURAL LANDSCAPES AND HAVE ECORECO TOURISM COMMUNITIES -- ECO TOURISM OPPORTUNITIES, BUT THEY HAVE WONDERFUL STORIES OF OUR HISTORY -- WOODIE GUTHRIE WRITING A BUNCH OF SONGS, THAT TIES PERFORMING ARTS, LITERARY ARTS TO CULTURAL LANDSCAPES.

IGUANA PRESERVE, THERE'S WONDERFUL HISTORY -- WE CAN

[01:15:03]

>> YOU'RE SELLING MY POINT EVEN MORE.

THIS BELONGS IN PARKS ON THAT SIDE.

I DON'T WANT THAT TO AFFECT YOUR MONEY, IS WHAT I'M SAYING.

I'M ON YOUR SIDE. I'M NOT TAKING MONEY AWAY FROM YOU, BUT I THINK THAT MONEY BELONGS IN ANOTHER DIVISION AND NOT NECESSARILY GIVE YOU AN EXTRA 50,000 TO THIS PLAY WITH,

IS WHAT I'M SAYING. >> I'M CERTAINLY OPEN TO THAT.

I'M REACTING PARTLY TO WHAT WE HEARD AT THE STAKEHOLDER MEETINGS. AS LONG AS ONE OF OUR MARKETING PARTNERS IS TAKING THAT INPUT AND ACTING ON IT -- WE HAVE PROMOTE THOSE AREAS. HOW TO - WE'D LOVE TO SHARE THOSE.

IF IT ENDED UP BEING PARKS, ENDED UP BEING THE VCB -- WE'VE GOT A SMALLER BUDGET, SO WE COULD USE THAT MONEY SOMEWHERE

ELSE. >> I WOULD LOVE TO SEE THE MUSIC FESTIVAL AT ALPINE GROVES COME BACK -- KENNEDY THING -- YOU BROUGHT UP -- I'D RATHER YOU PAY FOR THE MUSIC SIDE OF IT AND THE ECO SIDE BE PAID FOR FROM THE PARKS SIDE.

>> I THINK THAT'S REALLY -- IN PRACTICE THAT'S PROBABLY MORE WHAT WOULD HAPPEN. I WAS HAVING A CONVERSATION EARLIER TODAY AFTER THE SUCCESS OF THE FORT MOSE CONCERT SERIES, DOING SOMETHING SIMILAR, BUT DIFFERENT AT ALPINE GROVES WOULD BE FANTASTIC. I THINK THAT'S A WAY THAT THROUGH ARTS AND CULTURE WE CAN PROMOTE ECO TOURISM BECAUSE IF YOU GET PEOPLE TO THAT PARK BECAUSE OF A CONCERT, THEN THEY SEE THE BOATING ASSETS THAT WE HAVE THERE AND THAT BEAUTIFUL

PARK THAT WE HAVE. >> YOU PUT THE PICTURE ON THE

LAST SLIDE OF ALPINE. >> I THINK ALPINE.

THIS IS CRESCENT BEACH. >> THE HOUSE -- THAT'S ALPINE GROVE. I GET IT.

BUT I JUST DON'T FEEL IT'S IN YOUR -- YOU SHOULDN'T BE SPENDING MONEY IN THAT FIELD. IT SHOULD COME FROM SOMEPLACE ELSE AND FOCUS ON THE FESTIVAL ITSELF.

SO -- >> WE WILL PRESENT BUDGET TO THE TDC IN JUNE AND I'LL SEE IF WE CAN COME UP WITH SUGGESTED

ALTERNATIVE LOCATIONS FOR THAT. >> THANK YOU.

>> I'M SO GLAD YOU BROUGHT UP THE IDEA OF ECO TOURISM AND WHERE IT FALLS. I FIND IT FASCINATING AND I FIND IT VERY INTERESTING THAT THE STAKEHOLDERS ARE THE ONES THAT BROUGHT UP THE ITEM OF SUPPORT ECO TOURISM.

I'D LIKE TO UNDERSTAND WHAT THAT MEANS MORE, IN THEIR WORDS WHAT DOES SUPPORT ECO TOURISM MEAN. I'D LIKE TO KNOW ALSO THAT THE CHAMBER OF COMMERCE HAS CREATED A STAKEHOLDERS ADVISORY BOARD FOR ECO TOURISM IN THEIR AREA AND CREATED A BEAUTIFUL WEBSITE OF THEIR OWN CALLED "PONTE VEDRA NATURALLY ".

I THINK THEIR MODEL IS INTERESTING.

I JUST WANTED TO COMMENT HOW THEY WENT WITH BIKING, FISHING, HIKING, KAYAKING AND THEY USED LOCAL INTIMATE KNOWLEDGE OF THEIR AREAS, EXPLORING THOSE AREAS IN PONTE VEDRA ESPECIALLY.

I LOVE THE IDEA THAT MAYBE YOU CAN DO SOMETHING LIKE THAT OR EXPAND ON IT OR WORK WITH YOUR PARTNERS, INCLUDING -- I APPRECIATED THAT YOU BROUGHT UP THE CHAMBER AS ONE OF YOUR PARTNERS AND THAT YOU BLENDED IN YOUR WORK IN PONTE VEDRA TO FIND MORE LOCATIONS FOR CULTURAL AND CIVIC SPACES THERE TO DO MORE ACTIVITIES AND THAT YOU ARE EXPLORING THAT IDEA.

SO I LOVE THE IDEA OF EXPLORING PONTE VEDRA AS WELL, WHICH IS KIND OF OUT OF MY WHEELHOUSE, BUT I SEE THE VALUE THROUGH THIS BEAUTIFUL, INCREDIBLE WEBSITE AND THIS FOCUS THAT'S BEING -- THIS INTERESTING, KIND OF TWIST FOCUS ON PONTE VEDRA THROUGH THE CHAMBER OF COMMERCE. DO YOU HAVE ANY COMMENTS FOR ME ABOUT WHAT THE STAKEHOLDERS REALLY --

>> YES. I'LL START WITH SPEAKING A LITTLE BIT ABOUT PONTE VEDRA NATURALLY.

I WAS INTRODUCED TO THAT WEBSITE PRETTY SOON AFTER I ARRIVED HERE TWO YEARS AGO AND I HAVE HAD MANY CONVERSATIONS WITH ISABELLE AND KAREN, HER STAFF, ABOUT SHARING THE INFORMATION ON THAT WEBSITE. I BELIEVE THAT THE VCB'S PLAN --

[01:20:01]

BUT I AGREE, THEIR CONTENT, THE WAY IT'S CURATED IS BEAUTIFUL.

CONVERSATIONS I HAVE HAD WITH ISABELLE IS PART OF WHY I HAVE THOUGHT ABOUT DOING SIMILAR THINGS IN OTHER PARTS OF THE COUNTY AND USING ARTS-RELATED EVENTS TO BRING PEOPLE TO VISIT THOSE CULTURAL LANDSCAPES. YOU OFTEN FIND THE SAME PEOPLE WHO LIKE KAYAKING ALSO REALLY ENJOY CONCERTS AND THE MUSEUMS AND THAT KIND OF THING. SO THEY DO SORT OF GO HAND IN HAND. THE STAKEHOLDERS BOTH THE ST.

AUGUSTINE MEETING AND PONTE VEDRA MEETING, WE HAD REPRESENTATIVES WITH SOME OF THE BOATING COMPANIES, WE HAD A GENTLEMAN WHO HAS BEEN STUDYING BIOLU BIOLUMINESCENCE. I THINK THEY WANT EVIDENCE THAT MARKETING DOLLARS ARE GOING SPECIFICALLY TO TALK ABOUT THE SERVICES THAT THEY HAVE AVAILABLE.

THERE WAS A GOOD BIT OF CONVERSATION ABOUT BIOLUMINESCENCE. THAT'S SOMETHING TO SHARE, WHETHER IT'S THROUGH PHOTOGRAPHY OR SOCIAL MEDIA.

ANOTHER -- WHY IT FITS WITH ARTS AND CULTURE, I THINK THE TRAVELERS ENJOYS SEEING THE LANDSCAPE AS WELL AS SEEING THE ARTS. WE HAVE PLACES TO LOVE FILMING WEEK AFTER NEXT IN ST. AUGUSTINE AND INCLUDED IN THE SHOW IS A SCENE WHERE THEY ARE ON A BOAT ON THE WATER WITH ONE OF OUR BEST ECO TOURISM GUIDES AND TALKING ABOUT THE ECOLOGY OF THE AREA AND THE CULTURAL LANDSCAPES AND WHILE YOU'RE ON THE WATER TALKING ABOUT OUR BIODIVERSITY AND EVERYTHING ELSE, YOU GET SOME OF THE GORGEOUS SHOTS OF DOWNTOWN.

IT ALL TIES TOGETHER AT SOME POINT.

BRINGING A BREATH OF FRESH AIR TO THIS AND I LIKE THAT YOU ARE WILLING TO TAKE UP THE ECO TOURISM AND IT'S SEPARATELY -- BECAUSE I THINK OF THE CHALLENGE AND IT'S SOMETHING THAT'S NEEDED. THANK YOU.

I ALSO AGREE VERY, VERY MUCH ABOUT BLENDING THE WEBSITES SO THAT -- BECAUSE IT IS CONFUSING FOR ME TO GO HERE, GO THERE.

WHEN YOU TRAVEL, YOU WANT TO GO TO ONE SITE AND CLICK THROUGH WHAT IT IS THAT YOU ARE INTERESTED, WHETHER IT'S ECO TOURISM OR HISTORIC PRESERVATION OR CULTURE OR JAZZ FESTIVALS.

I'M KIND OF SURPRISED THAT WE DON'T HAVE A SINGLE CALENDAR, A SINGL SINGLE-EVENT CALENDAR, WITH ALL OF US THAT WORK TOGETHER. I APPRECIATE YOUR COLLABORATION.

THANK YOU. >> ONE OF THE THINGS I WANTED TO MENTION OR -- NOT NECESSARILY DISCUSS, BUT JUST KIND OF THROW OUT FOR CONVERSATION AND FOR CONSIDERATION IS THE IDEA THAT OUR RESIDENTS I THINK ARE A LOT OF TIMES VERY UNAWARE OF A LOT OF THINGS THAT ARE GOING ON. I RECENTLY ATTENDED THE CULTURAL ARTS EVENT AT FORT MOSE AND THAT WAS SOMETHING THAT I HAVE LIVED HERE IN ST. JOHNS COUNTY FOR 15 YEARS AND WAS NOT AWARE OF FORT MOSE. AND I'D LIKE TO THINK THAT I'M PRETTY UP ON STUFF. SO THE FACT THAT I -- WHEN I TALKED TO FRIENDS AND ACQUAINTANCES, THEY HADN'T HEARD OF IT EITHER. I WAS SURPRISED BY THAT.

I WAS ALSO INTRODUCED TO THE PONTE VEDRA NATURALLY WEBSITE AND WAS REALLY IMPRESSED BY IT. I'M VERY FAMILIAR WITH THAT AREA, BUT WAS NOT UNTIL RECENTLY FAMILIAR WITH THAT WEBSITE.

SO MY IDEA IS -- OR THE CONCEPT OF, YOU KNOW, LIKE WHEN EMPLOYERS ARE LOOKING TO EXPAND THEIR EXPAND BUSINESSES, HIRE EMPLOYEES, A LOT OF TIMES BEST REFERRALS COME FROM THEIR OWN EMPLOYEES, REACHING OUT TO THEIR NETWORK.

THE IDEA IS SOMEHOW DEVELOPING THE RESIDENTS AS OUR BEST POINT OF ADVERTISING. SO I DON'T KNOW HOW EXACTLY THAT FITS IN WITH THE TDC OR THE CHAMBER OR COLLECTION THEREOF TO REALLY ADVERTISE TO OUR OWN POPULATION SO OUR OWN POPULATION

[01:25:04]

POPULATION. >> I THINK THAT'S A GREAT POINT.

ONE THING WE TRY TO DO IS I SPEAK TO AS MANY COMMUNITY GROUPS AS I CAN AND TALK ABOUT RESOURCES WE HAVE, WHETHER IT'S WEBSITES. WE SEND OUT A WEEKLY NEWSLETTER BY E-MAIL. IF YOU SUBSCRIBE, YOU WOULD HEAR ABOUT FORT MOSE AND THOSE PLACES.

BECAUSE IT DOESN'T COST TO RECEIVE IT, IT'S NOT SOMETHING WE HAVE TO MAKE A DECISION IS THIS TDC MONEY THAT HAS TO BE SPENT ON OUT-OF-COUNTY MARKETING.

WE'RE HAPPY TO SIGN UP AS MANY SUBSCRIBERS AS POSSIBLE.

WE NEED TO FIND A BETTER WAY TO LET PEOPLE KNOW THAT RESOURCE IS

[8. VCB PROMOTION PLANNING WORKSHOP]

AND VISIT US. >> ANYTHING ELSE?

WELL, THANK YOU VERY MUCH. >> THANK YOU VERY MUCH.

>> NOW WE'LL HEAR FROM THE VCB. >> GOOD AFTERNOON, TDC MEMBERS.

IT'S GOOD TO SEE YOU AGAIN. I WANTED TO -- BATTING SECOND HERE. I WANTED TO LET YOU KNOW THAT WE DO -- HAVE BEEN COORDINATING AND WE'RE VERY PLEASED WITH THE RESULTS OF THAT. SOME OF WHAT YOU WILL SEE ARE REFERENCES TO INPUTS THAT WE BOTH RECEIVED.

THERE WERE AREAS WHERE WE DID COVER DIFFERENT SUBJECT MATTERS AND AFRICAN-AMERICAN, HISPANIC, CULTURAL COVERED -- YOU'LL SEE SOME THAT ARE SIMILAR AND YOU'LL HEAR SLIGHTLY DIFFERENT TAKES ON THEM. BUT ALL IN THE COLLABORATIVE ENVIRONMENT. THAT'S ONE OF THE THINGS THAT IS VERY DIFFERENT ABOUT THIS YEAR. THE INPUTS THAT WE GOT FROM OUR ADVISORY WORKSHOPS WERE VERY POSITIVE, THEY CAME FROM A LOT OF DIFFERENT AREAS. ONE OF THE THINGS THAT IS CONSISTENT IS THAT THE WORK THAT'S DONE, ESPECIALLY BY THE VCB WHICH IS VERY, VERY SPECIFICALLY DONE OUTSIDE OF MARKET, IS THAT A LOT OF THE COMMUNICATION IS SIMPLY NOT SEEN BY RESIDENTS. SO THAT'S ONE OF THE REASONS WHY WE INCORPORATE A LOT OF THAT INTO THE PRESENTATIONS.

WHEN WE DID OUR ADVISORY WORKSHOP, WE SHARED A LITTLE BIT OF THAT SO THAT FOLKS WOULD HAVE A TASTE, THINGS THEY HADN'T SEEN BEFORE. ONE OF THE THINGS THAT CAME OUT OF THAT WAS THIS COMMENT THAT WE HAVE MADE, THE LAST GROUP, IS THAT TURNING THEM INTO AMBASSADORS WAS A GREAT IDEA, WE NEED TO FIND TOOLS THAT CAN COMMUNICATE WHAT WE'RE DOING, WHAT THE CULTURAL COUNCIL IS DOING, WHAT THE VCB IS DOING BY WAY OF COMMUNICATION SO THAT THEY CAN BECOME AMBASSADORS FOR OUR DESTINATION. SO THAT'S SOMETHING THAT WE'LL WORK ON AND WE HAVE ALREADY INSTITUTED SPEAKING TOURS TO TRY AND GET WITH COMMUNITY ASSOCIATIONS, HOMEOWNER ASSOCIATIONS, AND OTHER ORGANIZATIONS TO HELP SHARE THAT. WHAT YOU ARE GOING TO SEE -- WE APOLOGIZE FOR THE FORMATTING BREAKDOWN THAT HAPPENED.

WHAT YOU RECEIVED YOU COULD NOT READ.

I UNDERSTAND THAT. WE FOUND OUT ABOUT THAT VERY LATE, UNFORTUNATELY. BUT WE HAVE GIVEN YOU A COPY OF THE ANNUAL REPORT IN ITS MOST OLD-FASHIONED PRINTED FORM AND SO YOU HAVE THAT PART. WE INVITE ANY INTEREST IN SEEING THE ADVERTISING ANYTIME, WE'LL MAKE TIME TO COME SEE YOU AND SHOW YOU WHAT WE'RE DOING. SO WITH THAT IN MIND, I'M GOING TO ACTUALLY SCOOT THROUGH A GREAT DEAL OF THESE SLIDES TO JUST HIT ON A COUPLE OF POINTS BEFORE GETTING TO ADVISORY WORKSHOP INPUTS THAT YOU CAN BOUNCE OFF OF AND PROVIDE YOUR INPUTS AND THE PROMOTIONAL FOCUSES IS WHAT WE CALL THEM AT THIS POINT IN TIME TO GET, AGAIN, YOUR INPUT ON THOSE.

[01:30:11]

THE GRAY BAR AT THE BOTTOM IS PERFORMANCE IN 2019.

THE BLUE IS 2020 AND THE YELLOW IS THIS MOST RECENT YEAR.

YOU CAN SEE WE RECOVERED SUBSTANTIALLY.

THOSE OF YOU IN THE LODGING AND HOSPITALITY BUSINESS KNOW THAT A BIG PART OF WHY WE DIDN'T HIT THE HIGH MARKS DURING 2021 -- WE ACTUALLY DID, BUT THE REASON WE DIDN'T MATCH 2019 WAS WE HAD STAFFING ISSUES AND WE HAD INCREASES IN SUPPLY.

AND THAT IMPACTED WHAT WE COULD MAKE OPEN, WHAT WE COULD PERFORM AT. THAT DID NOT AFFECT THE PRICES THAT WE COULD CHARGE AND OUR REVENUE PER AVAILABLE ROOMS AND THE TOTAL REVENUE, THAT WAS THROUGH-THE-ROOF GROWTH. SO THAT'S THE PURPOSE OF THAT LAST REFERENCE. IN THIS BAR CHART THE MAIN TAKEAWAY HERE IS THAT THOSE LOWER CHARTS -- IS THAT WE OUTPERFORMED THE STATE OF FLORIDA.

FLORIDA HAS BEEN A GREAT EXAMPLE OF RECOVERY FROM COVID.

YOU'VE HEARD IT IN THE NEWS. YOU'VE SEEN IT.

ST. JOHNS COUNTY, FLORIDA'S HISTORIC COAST, OUTPERFORMED FLORIDA'S RECOVERY. THAT'S WHAT THOSE TWO SHOW IN TWO KEY AREAS. OK.

THIS ONE BIG TAKEAWAY IS THAT TOP ONE, THE -- THAT TAX COLLECTIONS FOR 2021 WERE -- THAT IT WAS 50% HIGHER THAN 2020, OK, WE'D EXPECT THAT, 2020 WAS COVID, WAS SEVERELY COVID IMPACTED. BUT COMPARED TO THE PREVIOUS RECORD YEAR, IT WAS 21% MORE TAX COLLECTED BECAUSE OF AVERAGE RATE INCREASES AND DEMAND FOR OUR PRODUCT.

AGAIN, LIKENING THAT BACK TO THE FACT THAT WE WERE ABLE TO GET OUT INTO THE MARKETPLACE WHEN OUR COMPETITORS COULD NOT.

AND THAT'S, AGAIN, THANKS TO COMMITMENTS FROM THE COUNTY COMMISSION. THIS SUBJECT THAT I WANT TO COVER -- AGAIN, I'LL BE BRIEF. BUT THIS IS SO IMPORTANT BECAUSE THIS TALKS ABOUT WHERE THE MESSAGING CAME FROM.

AND THAT WAS RESEARCH THAT WAS DONE IN FISCAL '19 THAT TOLD US THAT FLORIDA'S HISTORIC COAST WAS A RECOGNIZABLE AND HIGHLY REGARDED MONIKER OR POSITIONING. THAT WAS REAL IMPORTANT.

BUT IT SUGGESTED THAT WE TAKE AN APPROACH TO -- THAT FAVORABLY -- SORRY, I'M GOING TO READ IT BECAUSE THIS IS I THINK VERY WELL WRITTEN. AND I CAN'T SEE IT THAT FAR AWAY. FLORIDA'S HISTORIC COAST WAS REGARDED AS IDENTIFIABLE AND SUGGESTED THAT A NEW APPROACH OR FAVORABLY CONNECTING THE INTERNATIONAL CULTURE UPSCALE, YET APPROACHABLE QUALITIES OF THE DESTINATION WITH ITS -- WOW -- OH -- THANKS VERY MUCH. WOULD ALLOW US TO EXPAND THE AUDIENCE OF TRAVELERS. THAT COMBINED WITH THE DESIRE TO CHANGE PERCEPTIONS OF THE DESTINATION FROM A, QUOTE, HISTORY-ONLY JUST NEED TO VISIT ONE, CULTURALLY RICH, BUT ACCESSIBLE PLACE, THAT BECAME AN INTEGRAL PART OF THE CAMPAIGN MESSAGING. THAT'S IMPORTANT BECAUSE THE RESEARCH HAD INDICATED THAT HISTORY ALONE -- NOT CHANGING THE POSITIONING -- HISTORY IS THE BEDROCK ON WHICH WE'RE BASED AND THE DIFFERENCES -- THE DIFFERENCE IN OUR DESTINATION.

BUT THE RESEARCH INDICATED THAT HISTORY ALONE DID NOT GENERATE

[01:35:06]

THEY WANT TO BE CULTURALLY ENRICHED AS WELL AS BE ENTERTAINED BY TRAVEL. THOSE PURPOSE PURSUERS SURVEYED IN THE RESEARCH EMBRACED THE NEW CAMPAIGN, WHICH WAS TRAVELING INTRANATIONALLY. THAT WAS LAUNCHED IN NOVEMBER OF 2020 PRIOR TO COVID. THE PERFORMANCE OF THAT IN THOSE FEW MONTHS WAS VERY SIGNIFICANT. AND THAT INFORMATION I CAN SHARE WITH YOU AT ANY POINT THAT YOU ARE INTERESTED.

AND THEN CAME COVID. MARCH 12TH OF 2020, THE BUDGETS WERE SHUT OFF, WE HAD THE GREAT FORTUNE TO IDENTIFY SOMETHING CALLED DESTINATION ANALYTICS, TRAVELER SENTIMENT.

THEY BEGAN STUDYING WEEKLY THE SENTIMENT OF AMERICAN TRAVELERS.

THOSE WHO SAID THAT THEY HAD AN INTEREST IN PREVIOUS YEARS IN TRAVELING FOR LEISURE. THAT CONSUMER BEHAVIOR CHANGED WITH COVID. WHAT WE DISCOVERED WAS IN REVIEWING THE RESEARCH WAS THAT THE THINGS THEY WERE LOOKING FOR WERE THE THINGS THAT WE HAVE HERE ON FLORIDA'S HISTORIC COAST. SO WITH THE MONEY FROM THE RESERVES, WE MODIFIED THE CAMPAIGN SUCH THAT IT SPOKE TO THOSE ITEMS. THOSE SUBJECTS THAT WERE OF MOST INTEREST TO THEM. AND WE WERE ABLE TO MONITOR WEEK TO WEEK TO WEEK FROM MARCH 22ND I THINK IS WHEN THE FIRST STUDY CAME OUT, THROUGH THIS PAST WEEK IN ORDER TO HELP MODIFY OUR LANGUAGE AND OUR MESSAGING TO BETTER CONNECT WITH VISITORS.

SO THAT'S THE SECONDARY RESEARCH TO WHICH WE REFER.

THAT IS THE BEDROCK ON WHICH OUR MESSAGING IS BASED.

KEEP IN MIND THAT OUR ROLE IS, WHILE WE COMMUNICATE CONTENT AND MESSAGING SPECIFIC TO WHAT VISITORS WANT AND WHILE IT HAS VERTICALS WITHIN THOSE COMMUNICATIONS, ESPECIALLY IN THE DIGITAL WORLD, THOSE ARE NOT NECESSARILY AREAS THAT INTERFERE WITH OR DUPLICATE THOSE EFFORTS OF THE CULTURAL COUNCIL, WHO IS VERY FOCUSED ON ARTS, CULTURE, AND HERITAGE.

IT ALSO MEANS THAT WE ARE NOT EXCLUDING ARTS, CULTURE, AND HERITAGE BECAUSE THAT'S IMPORTANT CONTENT TO THE DESTINATION AND THE COMMUNICATION.

YOU'LL SEE IT ON OUR WEBSITE. YOU'LL SEE INPUTS AS -- I HOPE THAT YOU WILL GO ONTO THE WEBSITE AND DO SOME SEARCHING BECAUSE THE -- IT'S VERY, VERY EFFECTIVE AT ALLOWING VISITORS WITH PARTICULAR INTERESTS THAT THEY MAY NOT SEE ON THE HOME PAGE TO DIG IN AND FIND CONTENT. WE'RE WORKING WITH THE CULTURAL COUNCIL. EVERY WEEK WE HAVE MEETINGS THAT AFFECT THE WEBSITE AND PUBLICITY AND SOCIAL MEDIA.

THAT'S SOMETHING THAT'S BEEN ONGOING FOR ABOUT HALF A YEAR NOW. WE ONLY REFERENCE THE ADVERTISING BECAUSE IN 2022 THERE WAS CONCERN THAT THE MARKETING FROM THE VISITOR AND CONVENTION BUREAU WAS FOCUSED ON DRY MARKETS. DURING 2020 AND PORTIONS OF 2021 IT WAS BECAUSE NOBODY WAS FLYING.

BUT OUR MESSAGING IS, ESPECIALLY OUR DIGITAL MESSAGING, DOES REACH ANYBODY WHO IS SEARCHING FOR OUR DESTINATION OR DESTINATIONS LIKE OURS. AND THAT WAY WE'RE ABLE TO DELIVER DIGITALLY THOSE KINDS OF COMMUNICATIONS BEFORE THEY MAKE A CHOICE. SO WE ARE REACHING FLY MARKETS.

THIS IS WHAT WE'RE GOING TO SCOOT THROUGH AND GET TO OUR

ADVISORY WORKSHOP INPUTS. >> PHOTOGRAPHY IS AMAZING IN THIS. AMAZING, REALLY.

[01:40:01]

>> WE SHARE THAT WITH OTHERS. HAPPY TO DO THAT.

FEBRUARY 8 AND 9, THOSE WORK -- WORKSHOPS WERE CONDUCTED.

HERE'S THE MESSAGING, NOW TELL US WHAT YOU THINK.

AND WE WORKED VERY HARD ELICITING RESPONSES AND ONCE THOSE FOLKS GOT GOING, THOSE OF YOU WHO WERE THERE, YOU NOTICED THEY BECAME VERY ENGAGED. SO IN THE AREAS OF PRODUCT DEVELOPMENT, FIRST AND FOREMOST ONE OF THE SUBJECTS CAME UP WAS PARKING. THAT OF COURSE RELATES TO THE HISTORIC COAST IN PARTICULAR. PARKING, SHUTTLES, SATELLITE PARKING. WHAT CAN WE DO? WHEN IT SAY HISTORIC COAST, IT ALSO APPLIES TO THE BEACHES, COMMISSIONER SAMORA. THAT'S SOMETHING OUR STAKEHOLDERS WANT US TO DO SOMETHING ABOUT.

BY "US," I MEAN THE COLLECTIVE US.

IT'S NOT IN OUR PERSONAL RESPONSIBILITY, BUT WE'RE PROCESSING THAT INFORMATION AND DOING WHAT WE CAN.

THERE'S A DESIRE TO FOCUS ON FLY MARKETS USING DIGITAL AND FOCUS ON LEVERAGING THE AIRLINE PARTNERS.

THEY HAD RECENTLY ANNOUNCED THE EXPANSION OF THE AIRLINES.

AND THAT WAS ONE OF THE REASONS THAT THIS WAS GENERATED.

ON DESTINATION MARKETING BUDGET THEY WANTED US TO FOCUS ON OUTDOOR AND ECOTOURISM. WE HEARD THAT ALSO IN CHRISTINA'S PRESENTATION. IT'S AN AREA WHERE WE HAVE HAD A FOOTPRINT BOTH IN OUR -- ON THE WEBSITE AND IN OUR ADVERTISING.

BUT IT'S SOMETHING THAT PERENNIALLY THE LAST THREE YEARS FOLKS WANT US TO DO MORE OF. THAT INCLUDES THE WATER FOCUS.

THOSE WERE AREAS THAT WE CAN CONTINUE TO LEVERAGE MORE OF THE ACTIVITIES AND EXPERIENCES YOU CAN HAVE HERE.

HISTORY WAS A FOCUS. THE DESIRE TO MAKE SURE THAT HISTORY IS IN OUR MESSAGING. CULTURE LANDSCAPE IS REFERENCED HERE. CHRISTINA DID A GREAT JOB OF EXPLAINING THAT. IT'S AN AREA WHERE, MR. BLEVINS, WE DO WORK TOGETHER. AND ONE THING I THINK WOULD BE USEFUL FOR EVERYBODY TO HAVE IN THE BACK OF THEIR HEAD IS, WHENEVER A PRODUCT AND EXPERIENCE AND AN EVENT IS BROUGHT TO OUR ATTENTION THAT HAS MERIT AT GENERATING INTEREST, WE IGNITE OUR MESSAGING, WHETHER IT'S PUBLICITY, SOCIAL CALENDARS ON OUR WEBSITE, CONTENT, BLOGS ON OUR WEBSITE, THE THINGS THAT WE HAVE QUICK CONTROL OVER WE DO.

SO THERE'S NO YOU DO THIS AND YOU DO THAT.

IT'S REALLY WORKING TOGETHER AS WE LEARN OF THINGS AND CHRISTINA'S TEAM HAS BEEN VERY GOOD AT PRESENTING THOSE THINGS AND THE COMMUNITY HAS BEEN GOOD AT REACHING OUT AND BRINGING US THOSE EVENTS. WE'RE EXCITED TO -- WELL, I'LL WAIT UNTIL WE GET THERE. VACATION RENTALS AND VERTICALS.

THIS WAS AN AREA THAT THE ATTENDEES FELT WAS AN AREA WHERE WE COULD DO MORE. WE HAVE BUILT PROGRAMS, AS CHAIR FINNEGAN KNOWS, THAT FOCUSED ON THE BREAKFAST EXPERIENCE, BUILT PROGRAMS THAT FOCUS ON THE TRADITIONAL LODGING EXPERIENCE.

THESE HAPPENED WHEN WE SAW THERE WERE DECLINES IN ONE AREA VERSUS ANOTHER. WE CAN DO THE SAME THING FOR VACATION RENTALS IF THERE'S AN ISSUE THERE.

LEVERAGING THE CULINARY TALENT. THIS WAS A PREFERENCE TO THE WONDERFUL CHEFS WE HAVE HAD. MANY OF THEM FROM THE NORTHEAST.

THOSE FOLKS MAKE FOR GREAT COVERAGE FROM A PUBLICITY STANDPOINT. IT'S GOLDEN.

IT ALLOWS US TO TALK ABOUT THE CULINARY EXPERIENCE HERE WITH THE -- A PERSONAL CONNECTION BECAUSE CHEFS HAVE A GREAT NOTORIETY IN A POSITIVE WAY IN OUR CULTURE THESE DAYS.

SO IT'S SOMETHING WE LOVE TO LEVERAGE.

THE WESTERN COUNTY PRODUCT DEVELOPMENT, RIGHT NOW AREA IS WHERE THE GROWTH IS, WE'RE LOOKING FOR OTHER ACTIVITIES

[01:45:01]

AND WE'LL DO WHAT WE CAN TO HELP COMPLEMENT THAT.

AS IT BECOMES A REALITY, THOUGH, THAT'S WHEN WE CAN ACTUALLY TAKE ACTION AND INCORPORATE IT INTO OUR MESSAGING.

PRIOR TO THAT WE CAN CONSULT, WE CAN COUNSEL.

THAT'S REALLY WHAT WE HAVE BEEN DOING IN THE PAST.

VERY IMPORTANTLY, THE GROWTH IN THE NORTHWEST, THE GROWTH IN THE AREA AND HOPEFULLY THE RIVER REGION IS GOING TO REQUIRE SOME PLANNING AND SOME ATTENTION. SO THAT'S SOMETHING THAT WE WANT TO INTERACT WITH THOSE BUSINESSES THAT MAY BE TAKING AN INTEREST IN THOSE, WITH THE CHAMBER, AND THE ECONOMIC DEVELOPMENT ARM OF THE COUNTY SUCH THAT WE CAN CONTRIBUTE TO THOSE EFFORTS. CULTURE RESOURCES.

AND BASICALLY FACILITIES AND VENUES -- YOU KNOW ABOUT THE COUNTY FAIRGROUNDS. THERE ARE LIMITATIONS WHICH TARA HAS SHARED WITH EVERYBODY ON THE EXPANDED USE OF THAT, NOTWITHSTANDING IT'S STILL A WONDERFUL VENUE THAT WE CAN DO MORE WITH, AS WELL AS SOME OF THE OTHER LOCATIONS OUT THERE THAT WE EXPECT TO PUSH. ECOLOGICAL PROGRAMS. I THINK WE HAVE BEATEN THIS. WE CAN WORK IN TERMS OF GETTING THE MESSAGE OUT AND CULTIVATING PRODUCT.

CULTURE ROOTS DEVELOPMENT IN PONTE VEDRA.

YOU HEARD THAT STORY AS WELL, BUT SPECIFICALLY ABOUT CULTURE ROOTS. I'M AWARE OF A PROMOTER WHO'S LOOKING AT DOING A FESTIVAL AND IT TIES INTO PALM VALLEY AND ITS HISTORICAL RELEVANCE TO OUR COMMUNITY.

THAT'S SOMETHING THAT I THINK WHERE CHRISTINA'S INPUTS ON THAT, TARA'S INPUTS AND OUR ABILITY TO MARKET WILL MAKE ITEMS LIKE THAT A SUCCESS AND SPREAD THE LOVE AROUND THE FLORIDA'S HISTORIC COAST. THERE WAS A REFERENCE TO LOCAL ARTS AGENCIES PROGRAMMING DEVELOPMENT VENUES AND EXPANSION OF VISITOR OPTIONS. THAT'S SOMETHING LIKE WHAT WE HEARD FROM CHRISTINA. WHEN YOU THINK ABOUT LOCAL ARTS AGENCIES, MY FEAR WAS THAT THE VARIOUS SMALLER ORGANIZATIONS NEEDED HELP AND THAT THE DEVELOPMENT OF THOSE WAS PART OF WHAT THEY WERE LOOKING FOR. YOU ALSO HEARD ABOUT EXPANDING THE FILM FESTIVAL. AND THAT'S SOMETHING THAT WE'D BE 100% BEHIND. TWO AREAS, THOUGH, THAT DIDN'T NECESSARILY APPLY DIRECTLY TO THE MARKETING AND THE DESTINATION BUT WERE IMPORTANT TO THE STAKEHOLDERS IS THE DESIRE TO FACILITATE ECO TOWARDS TRAINING AND CERTIFICATION.

THE CONCERN WAS THE PURVEYORS OF THOSE TOURS LACKED CONSISTENT KNOWLEDGE ABOUT THOSE THINGS THAT THEY WERE PROMOTING.

THAT'S AN AREA WHERE THERE'S A CHANCE TO HELP PROMOTE CERTIFICATION OF THAT AND THAT'S SOMETHING THAT WE'RE HAPPY TO SHARE AND SHARE IN AND ASSIST WITH.

AND THEN THE AREA THAT WE ALL KNOW IS USING THE SLOWER MONTHS, SEPTEMBER, BUT ALSO JANUARY, FOR LOCALS TO FOCUS ON SPECIAL EVENTS. YOU RECALL -- AND THIS IS AN AREA WHERE WE'D BE SUPPORTIVE OF, BUT NOT NECESSARILY AND WITHOUT PERMISSION OF THIS BODY, SPEND MONEY ON.

BUT CREATED A LOCAL FOCUS ON SPECIAL TIMES FOR OUR RESIDENTS, HOW THEY CAN USE THE FACILITIES, THE ATTRACTIONS AND IN THAT WAY BECOME BETTER AMBASSADORS BECAUSE THEY HAVE EXPERIENCED IT. THIS IS SOMETHING THAT WE USED TO DO. WE USED TO PROMOTE THE RESTAURANT WEEKS. WE PROMOTED THEM OUT OF MARKET, OF COURSE. BUT THE THOUGHT ABOUT THIS FROM THE STAKEHOLDERS WAS WE OUGHT TO DO THAT FOR THE LOCALS.

AND MY INTERPRETATION OF THAT WOULD BE ALL ST. JOHNS COUNTY RESIDENTS. SO THAT'S SOMETHING WE THINK WE'D LIKE TO DO. THERE WERE THESE FOUR AREAS ALSO

[01:50:04]

THE DESIRE FOR GRANTS TO LEVERAGE WHERE THE ATTENDEES OF EVENTS THAT ARE GRANTED, WHERE THEY ARE COMING FROM SO THERE'S A BETTER SENSE FOR HOW TO TARGET TO THEM IN THE FUTURE.

SMALL BUSINESSES NEED SUPPORT AND PLACES, VENUES FOR THEM TO DO THEIR EVENTS. THAT'S SOMETHING THAT THE CULTURAL COUNCIL IS DOING WONDERFULLY.

THEY HAVE GOT A GREAT FACILITY IN THE WATER WORKS BUILDING AND FROM MY CONVERSATIONS WITH CHRISTINA EARLIER, THAT PROCESS HAS ALREADY BEGUN. SO THAT'S A WONDERFUL OPPORTUNITY TO EFFECT INPUT IMMEDIATELY.

THE WORKFORCE TRAINING -- FUNDING FOR THAT WAS REFERENCED.

WE BRING YOU THAT. AND THE LOCAL MARKET UNDERSTANDING, WHICH IS WHERE WE STARTED, HAVING THE LOCAL MARKET -- PEOPLE IN THE LOCAL MARKET UNDERSTAND WHAT'S BEING DONE HERE, WHAT COMMUNICATION CAN BE DONE TO AFFECT THEIR UNDERSTANDING -- SO THOSE ARE AREAS FOR INPUTS.

WE DID A LITTLE BIT OF A TAG TEAM.

WE HAD SOME DUPLICATION, BUT SOME TAG TEAM BETWEEN THE CULTURAL COUNCIL AND US. SO WE HOPE THAT THAT'S BEEN HELPFUL AND NOT TOO DUPLICATIVE. OK.

SO, RATHER THAN GENERATE A PLAN FOR YOU TO SHOOT AT, WHAT WE HAVE DONE IS BASICALLY GIVE YOU FOCUS AREAS FOR OUR PROMOTION PLAN AND WE'LL TAKE YOUR INPUT IN THOSE AREAS AND ADD THEM TO THESE, CHANGE THESE, OR DELETE SOME OF THESE BASED ON YOUR GUIDANCE AND BRING YOU A PROMOTIONAL PLAN FOR THE JUNE MEETING. SO ONE OF THE THINGS WE WANT TO DO IS, WHILE MUCH OF OUR TARGETING OF OUR PAID ADVERTISING IS FOR PURPOSE PURSUERS BY AGE AND BY THEIR PARTICULAR INTERESTS AND PROPENSITY TO TRAVEL, WE DO HAVE A FLOOR FOR THEIR HOUSEHOLD INCOME THAT HAS BEEN 75,000-PLUS.

WE'RE NOW LOOKING AT 100,000-PLUS.

THAT'S AN ACTION THAT WE WILL DO BASED ON INPUT AND THE FACT THAT OUR VISITORS HAVE BECOME MORE AFFLUENT AND THEY ARE WILLING TO PAY MORE. WE'RE GOING TO EXPAND THE DEPLOYMENT OF DIGITAL MEDIA. THE ASK WAS, CAN YOU DO MORE THAT'S TRACKABLE -- WHICH I KNOW IS SOMETHING MR. BLEVINS REFERENCED BEFORE -- ANSWERS YES.

IT ALLOWS US TO TARGET WITH SLIGHTLY DIFFERENT VOICES AND INTERESTS THOSE PEOPLE WITH THOSE PARTICULAR INTERESTS AND IT ALLOWS US AND THE CULTURAL COUNCIL TO WORK TOGETHER ON ITEMS OF PARTICULAR SUBJECTS OF PARTICULAR INTERESTING.

FLORIDA'S HISTORIC COAST. YOU HEARD THE REFERENCE TO US COMBINING. WE'RE ALREADY LOOKING AT BUILDING THAT WITH YOUR SUPPORT. WE HAVE TALKED ABOUT BUDGETING FOR THAT. OUR PLAN THIS YEAR IS TO REDESIGN THE VCB, FLORIDAHISTORICCOAST.COM -- ALSO CONTENT. THAT'S SOMETHING WE HAVE ALREADY BEEN BUILDING BUDGETS FOR AND WE HAVE OUR PLANNERS WORKING ON THAT. SO THAT'S SOMETHING THAT, AGAIN -- I THINK I HEARD A POSITIVE APPROACH TO THAT FROM THIS BOARD. THAT'S SOMETHING THAT WE'LL BE WORKING ON. CURRENT AND NEW FLY MARKETS WILL BE SOMETHING THAT, WITH THE EXPANDED BUDGET -- BECAUSE WE DO HAVE A HIGHER WORKING BUDGET THIS YEAR -- AND NOT UNIMPORTANTLY, AMERICANS ARE GETTING BACK IN AIRPLANES.

WITH THAT, WE'LL BE EXPANDING OUR PAID ADVERTISING, ESPECIALLY DIGITAL, INTO THOSE FLY MARKETS. PRODUCT DEVELOPMENT TO FURTHER PROMOTE PONTE VEDRA, THE RIVER REGION, AND AGRICULTURE CORRIDOR, THOSE ASSETS ARE SOMETHING THAT WE'RE EMBRACING AND YOU'LL SEE PARTS OF THAT AND REFERENCES TO THAT IN OUR MARKETING PLAN -- PROMOTION PLAN.

SORRY. NEW TOURS AND OUTDOOR EXPERIENCES. WE HAVE ALREADY TARGETED OUTDOOR TRAVELERS TO FOCUS ON SOME ITEMS THAT ARE ON THE A1A, HISTORIC AND SCENIC BYWAY, WHICH GETS THEIR ACCREDITATION -- I THINK

[01:55:10]

ANYWAY, WE'LL FOCUS ON THAT. WE HAVE ALREADY GOT RIDERS INTERESTED IN THE BIOLUMINESCENCE.

IT WAS RELATIVELY DISCOVERED BY ONE OF OUR ECOTOUR OPERATORS.

SO THAT'S SOMETHING WE'RE JUMPING ON BECAUSE WE HAVE BEEN SEEING THAT THE SPACE COAST, INDIAN RIVER -- TITUSVILLE AREA, THEY HAVE BEEN TRADING ON THAT INTERNATIONALLY FOR MANY YEARS.

IT'S A VERY TIGHT WINDOW OF DATES.

AND IT'S A MAYBE KIND OF EXPERIENCE.

BUT WHAT WE HAVE DISCOVERED, BASED ON THE INPUTS OF ONE OF OUR LOCAL TOUR OPERATORS -- ECO TOUR OPERATORS -- IS THAT WE HAVE IT YEAR AROUND IN LAKE IGUANA NORTH OF THE DAM.

VERY EXCITING. GREAT TO DISCOVER NEW THINGS.

AND WE'LL BE LEVERAGING THAT IN OUR ADVERTISING AND MARKETING.

LEVERAGING FOOD AND CULTURE TO CREATE AN ADDITIONAL RECIPE -- SORRY, PUN INTENDED -- FOR ECONOMIC SUCCESS THROUGH CULINARY TOURISM. WE HAVE BEEN WORKING ON THAT.

WE'RE GOING TO CONTINUE THAT AND TELL MORE OF THE STORIES ASSOCIATED WITH THOSE PERSONALITIES AND THE CHEFS THAT WE TALKED ABOUT EARLIER. WE'RE GOING TO REALLOCATE A NUMBER OF SALES RESOURCES TO AIM AT HIGHER END TOUR OPERATORS AND TRAVEL AGENTS. THIS IS ON THE LEISURE TRAVEL AND GROUP TRAVEL SITE. PART OF THE REASON FOR THAT IS THAT RATES ARE TAKING US OUT OF THE AREA OF MOST TOUR OPERATORS' NET PRICING. SO BY TARGETING A MUCH HIGHER AFFLUENCE, THE PRICE POINTS WE PRESENT WILL BE LESS OFFPUTING TO THAT MARKET. THAT'S THE REASON WE'RE GOING TO DO THAT.

ON THE CORPORATE SIDE, WE'RE GOING TO TARGET MORE CORPORATE MEETINGS. THIS PAST YEAR AND YEAR AND A HALF, CORPORATIONS WERE NOT TRAVELING.

THEY ARE COMING BACK. WE FOCUSED ON SOCIAL GATHERINGS, THE COMPRESSION OF WEDDINGS DURING THE COVID EPIDEMIC AND ASSOCIATIONS WHICH NEEDED TO HAVE EVENTS.

WE'RE NOW HEARING FROM OUR STAKEHOLDERS THAT CORPORATE IS COMING BACK. WE'RE EXPERIENCING THAT IN TRADE SHOWS AS WELL. SOWE'RE GOING TO AIM AT MORE CORPORATE. FINALLY, LIKE WITH OUR LEISURE TRAVEL, WE'RE GOING TO FOCUS ON LUXURY WITH OUR MEDIA AND OUR INFLUENCERS, OUR WRITERS, WE'RE GOING TO FOCUS ON LUXURY, OUTDOOR FISHING, THE OCEAN, AND RIVER -- NOT JUST THE OCEAN, BUT THE OCEAN AND RIVER ASPECTS THAT WE HAVE HERE IN FLORIDA'S HISTORIC COAST. AND IT'S JUST A FEW WORDS ABOUT SUPPORTING OUR SPORTS TOURISM NEEDS, BUT THE TRUTH IS OUR TEAM IS CONNECTED AT THE HIP WITH TEDDY'S TEAM.

WE WORK VERY CLOSELY ON EVERYTHING FROM TOURNAMENT PLAY TO FISHING TOURNAMENTS TO GAME SPORTS TO PICKLEBALL.

WE ASSIST THOSE GRANTEES IN THEIR MARKETING AND WE SUPPORT THEM WITH OUR PUBLICITY EFFORTS AND OUR SOCIAL MEDIA SUPPORT.

SO THOSE ARE AREAS THAT WE PLAN ON EMBRACING AND THAT'S SOMETHING THAT WE'D LIKE YOUR SUPPORT WITH AND ANY ADDITIONAL INPUT THAT I CAN WRITE DOWN NOW. QUESTIONS, COMMENTS, ADDITIONAL

INPUT? >> MR. CHAIR, I HAVE A QUESTION.

COULD YOU TELL ME WHAT TOURISM RESOURCE TRAINING, ORIENTATIONS

ARE? >> YEAH.

WHAT WE HEARD WERE FOLKS WANT TO HAVE A BETTER SENSE FOR HOW THEY SHOULD BE COMMUNICATING AND INTERACTING WITH VISITORS.

MOM AND POP ORGANIZATIONS DON'T HAVE THE TOOLS, THE TRAINING

[02:00:02]

WITH THAT. >> DO YOU HAVE A SPECIFIC PROGRAM? BECAUSE IT WAS BROUGHT UP EARLIER ABOUT, YOU KNOW, SORT OF LIKE AN AMBASSADOR PROGRAM -- I'M HEARING THIS OVER AND OVER. I REMEMBER IN THE '90S THE CHAMBER OF COMMERCE DID A TRAINING PROGRAM THAT WAS SORT OF A GRASSROOTS AMONG THE BUSINESSES AND THERE WAS A SET PROGRAM AND WE TRAINED EACH OTHER TO GO OUT AND BE KNOWLEDGEABLE, HOW TO BE, YOU KNOW, A GOOD HOST.

IT WAS SUPPOSED TO SPREAD THROUGHOUT, YOU KNOW

>> RIGHT. >> RESIDENTS.

I'M WONDERING IS THAT ALONG THAT LINE OR --

>> WE HOPE IT WILL BE SOMETHING LIKE THAT.

WE DON'T HAVE THAT NOW. OK? THE BUSINESSES HAVE NOT BEEN ABLE TO STAFF FOR IT.

THEY HAVE NOT BEEN ABLE TO HAVE THEIR FOLKS STEP OFF FOR TRAINING SESSION THAT WAS OFF SITE.

ONE OF THE THINGS THAT WAS DONE FOUR YEARS AGO WAS TO WORK WITH VISIT FLORIDA TO TAKE MODULES THAT WERE PRODUCED BY THE FLORIDA RESTAURANT AND LODGING ASSOCIATION.

THOSE TRAINING MODULES WERE MADE AVAILABLE TO OUR STAKEHOLDERS BY A VIDEO. THAT PROGRAM ALSO WAS A CASUALTY OF COVID AND FOCUS EVEN PRIOR TO COVID.

BRINGING THOSE THINGS BACK, I MEAN, WHY REINVENT THE WHEEL IF WE'VE GOT THOSE KINDS OF THINGS? SO THOSE WILL BE THE THINGS WE TRY AND GET FOLKS TO GET INVOLVED WITH.

>> I HAVE ONE MORE QUESTION. OR REALLY IT'S MORE OF A COMMENT. I HAVE A LOT OF COMMENTS, BUT I'M JUST GOING TO COGITATE ON ALL THAT YOU GAVE US BECAUSE VERY IMPRESSED WITH YOUR PRESENTATION.

SO THANK YOU. I LIKE THAT YOU ARE TALKING ABOUT EXPLORING CULTURE ROOTS AND PONTE VEDRA AND PALM VALLEY.

I MADE THE FUNNY REMARK OF YOU'RE GOING TO TALK ABOUT

MOONSHINE? >> CULTURE.

>> EASTER, PALM SUNDAY, THAT FABULOUS HISTORY, THAT STORY COULD BE TOLD AND THAT YOUR CULTURE REVIEW -- ST. JOHNS COUNTY -- REVIEW BOARD -- WHEN I WAS INVOLVED, IT WAS EXPLORING ALL OF THOSE THINGS AT ALL TIMES AND WORKING WITH COMMUNITY PARTNERS WHO WERE TALKING ABOUT LOCAL HISTORY. SO I DON'T KNOW IF THEY COULD BE A RESOURCE FOR YOU.

I'M REALLY EXCITED TO HEAR YOU TALK ABOUT THAT BECAUSE I THINK THAT'S WHAT PEOPLE WANT TO HEAR. THEY WANT AUTHENTIC HISTORY.

THEY WANT TO HEAR STORIES. YOU TALK ABOUT PURPOSE.

PURPOSE -- >> PURPOSE PURSUERS.

>> SORRY. I SHOULD KNOW THAT.

PURPOSE PURSUERS. IT'S AN INTERESTING TERM.

BUT IT'S ALWAYS BEEN, YOU KNOW, WHEN I WAS AT THE UNIVERSITY OF FLORIDA I TOOK A CLASS IN POPULAR CULTURE, ACTUALLY.

IF YOU STUDIED THE MOVEMENT OF POPULAR CULTURE, THE AMERICAN PSYCHE HAS PURSUED THAT DUAL ENTERTAINMENT AND EDUCATION AT THE SAME TIME. ALWAYS.

IT'S JUST IN US. SO I THINK MAYBE IT'S A HUMAN THING. BUT I ENCOURAGE YOU TO WORK WITH THE CHAMBER AND THE CULTURAL COUNCIL TOGETHER TO FLESH THAT OUT BECAUSE I THINK IT'S -- I THINK THESE FOLKS IN PONTE VEDRA ARE INTERESTED. BY THE WAY, I'M REALLY EXCITED TO HEAR THAT SOME OF THE -- YOUR CONVENTION BUSINESSES ARE COMING BACK. I LOOKED AT THE NUMBERS, I SAW HOW HARD HIT YOU GUYS HAVE BEEN. SO GOOD TO HEAR.

I'M SO GLAD TO HEAR THAT. THANK YOU.

PRESENTATION AS ALWAYS. ERFUL - IT WAS FABULOUS.

I WANT TO ASK A QUESTION ABOUT THE DRY MARKETS, PARTICULARLY SINCE -- HALF OUR ATTENDANCE IS FROM THE STATE OF FLORIDA.

AS YOU'RE SEEING GASOLINE PRICES RISE -- DO YOU ANTICIPATE A CHANGE IN WHERE PEOPLE ARE COMING FROM OVER THE NEXT YEAR, MAYBE, OR IS IT TOO EARLY TO TELL?

WHAT ARE YOUR THOUGHTS ON THAT? >> I'M GLAD YOU BRING THAT UP.

THIS MORNING THE DESTINATION ANALYST WHICH I MENTIONED THAT

[02:05:02]

SO WE'RE GOING TO CONTINUE TO MONITOR THAT TOOL TO WATCH IT.

WE HAD DONE SOME RESEARCH BACK IN 2014 WITH OUR TRAVEL INFLUENCERS AND TRAVEL AGENTS ABOUT THE IMPACT OF THE PRICE OF GAS THEN. YOU RECALL THERE WAS -- WE HAD A SPIKE IN PRICE OF GAS THEN. AND IT WAS IN THE AREA OF $4.50 THAT WE STARTED TO SEE CHANGES, AGAIN, THAT WAS COINCIDENTAL, NOT NECESSARILY CAUSAL -- WE DIDN'T HAVE THE TOOLS TO DETERMINE THAT. BUT WE SAW A CHANGE -- A NEGATIVE CHANGE AS A RESULT OF THAT.

WELL, INFLATION WOULD SUGGEST AND THE RISING AFFLUENCE WOULD SUGGEST THAT THAT THRESHOLD IS HIGHER NOW.

BUT, THAT SAID, WE'RE THERE. I MEAN, I JUST SAW $4.49 RECENTLY, ALTHOUGH IT DOES SEEM TO BE COMING DOWN A LITTLE BIT NOW. SO, YEAH, WE'RE WATCHING THAT AND, AS I SAID, WE'RE FOLLOWING THAT WEEKLY, ITS IMPACT ON TRAVELER SENTIMENTS. WHAT DO WE THINK? WE THINK THAT IF THIS CONTINUES, WE'RE GOING TO SEE A SOFTENING.

WE THINK, THOUGH, THAT WE ARE VERY WELL POSITIONED TO TAKE ADVANTAGE OF IT. REMEMBER HOW WE TALKED WITH COVID, THE THINGS PEOPLE WANTED, WE HAD.

WELL, IF YOU HAVE GOT LESS MONEY, WITH THE EXCEPTION OF SOME OF OUR HOTEL ROOM RATES, IF YOU HAVE GOT LESS MONEY, WE HAVE THAT. WE'RE CLOSER TO MAJOR MARKETS.

IF YOU HAVE GOT THE HIGHER LEVEL OF AFFLUENCE, YOU CAN STILL FLY IN. WE JUST ADDED ELITE AIRWAYS, WHICH IS A REDUCED PRICE, NOT A LOW FARE -- WE DON'T LIKE TO CALL THEM LOW-FARE CARRIER. THEY DON'T LIKE TO BE CALLED -- BUT A REDUCED PRICE EFFICIENT CARRIER.

BREEZE AIRWAYS JOINED WITH THEM. LARGEST NUMBER OF NEW MARKETS OPENED -- JACKSONVILLE INTERNATIONAL AIRPORT.

THAT LAUNCH BEGINS IN MAY, MOVES THROUGH JUNE, AND BY AUGUST THEY WILL HAVE SEVEN NEW MARKETS OPERATING.

THEY ARE A LOWER COST AIRLINE. SO WE ARE IN A POSITION TO TAKE ADVANTAGE OF SENSITIVITY TO THE COST OF TRAVEL.

AND SO WE'RE GOING TO BE ON IT EVERY WEEK.

>> THANK YOU. >> I HAVE GOT A COUPLE OF COMMENTS. WHILE WE'RE ON THE COST OF THINGS RISING, I THINK IT'S PROBABLY APPROPRIATE I'M GOING BACK TO YOUR FIRST POINT OF RAISING INCOME BASE DEMOGRAPHIC.

QUITE A JUMP -- IT'S 33% JUMP. IS THERE A REASON FOR THAT

SIGNIFICANT OF A JUMP? >> I'D LIKE TO SAY THAT IT WAS PRECISELY MEASURED. THAT JUST HAPPENS TO BE A THRESHOLD THAT THE MEDIA MEASURE.

THAT'S A THRESHOLD. SIDE, - SO THERE'S NO MAGIC IN THAT OTHER THAN THE FACT THAT WE CAN MEASURE IT, SO WE WERE TARGETING THAT. TRUTH BE TOLD, MANY OF -- MOST OF OUR HOUSEHOLDS THAT WERE SEEING OUR SPECIFICALLY TARGETED MESSAGING WERE IN THAT AREA BECAUSE REMEMBER IT SAID 75-PLUS. MANY OF THEM WERE IN THE NORTH OF 100,000 ANYWAY, YOU KNOW. AND WITH INFLATION AND NEW SALARIES FOLKS ARE GETTING, WE HOPE WE'RE NOT EXCLUDING ANYONE, BUT WE THINK THAT'S WHERE THE EFFICIENCIES ARE.

>> I SUPPORT THE MOVE OVERALL. THINGS ARE GETTING MORE EXPENSIVE, SO WE RATCHET EVERYTHING UP FOR INFLATION, INCLUDING THAT METRIC, I SUPPOSE.

I THINK WITH -- AS BUSY AS THINGS ARE IN THIS COMMUNITY AND AVERAGE DAILY RATES ARE GOING UP, EVERYTHING IS GOING UP.

SO I THINK IT'S A RIGHT MOVE DIRECTIONALLY.

I'M FINE WITH THAT. I LIKE THE CULINARY FOCUS THAT I HAVE HEARD FROM BOTH SIDES. THAT'S GREAT.

GOOD STUFF THERE. LET'S SEE.

I STEPPED OUT FOR A MINUTE, BUT I THINK YOU MENTIONED MORE FOCUS

[02:10:06]

THAT? >> THAT WILL BE SUPPORTED BY ADDITIONAL AIR. WHAT'S IMPACTING THAT BUSINESS IS SIMPLY CORPORATIONS' WILLINGNESS TO SEND THEIR PEOPLE OUT. I KNOW IN THE ORGANIZATIONS THAT YOU WORK FOR, THAT'S BEEN A FACTOR, BUT THEY HAVE BEEN A LITTLE MORE AGGRESSIVE WITH YOU. BUT WHEN IT COMES TO LARGE ENTITIES, THEY HAVE BEEN RELUCTANT TO DO, YOU KNOW, LARGE MEETINGS. THEY ARE COMING BACK A LITTLE SMALLER. MICHAEL -- KIND OF BACKUP THAT YOU WANT TO PROVIDE. THEY ARE COMING BACK A LITTLE SMALLER. SOME OF THE RESEARCH ON GROUPS THAT WE'RE READING IS TELLING US THAT THE INTENTION TO SPEND MORE IS DIMINISHING, YOU KNOW, FOR THOSE MEETINGS BECAUSE THEY ARE STARTING TO TAKE INTO ACCOUNT THESE OTHER KINDS OF MEETING TOOLS AND COMMUNICATION TOOLS. BUT THERE IS A FIRM BELIEF THAT IN-PERSON MEETINGS GIVE YOU SOMETHING THAT YOU CAN'T GET OTHERWISE. AND SO THAT'S WHAT WE THINK IS

HELPING -- >> JUST TO COMMENT ON THAT, THE CORPORATE TRAVELER -- GROUP TRAVELER -- CORPORATE TRAVELER IS GOING TO BE BUSINESS AND THAT'S PICKING BACK UP GRADUALLY. GROUP IS REALLY STARTING TO RING THE PHONES AND IS REALLY STARTING TO BOOK OUT.

WHEN COVID STARTED, THERE WAS A DISCUSSION ABOUT HOW MUCH EVERYBODY LOVES ZOOM MEETINGS AND THAT LASTED A WEEK AND A HALF AND THOUGHT IT COULD CRUSH GROUP TRAVEL.

IT'S NOT GOING TO HAPPEN. SO IT'S REALLY GOOD NEWS THAT IT'S COMING BACK AND IT NEEDS TO BE STRONGER AND TRY AND CATCH UP WITH THE SOCIAL RATE, WHICH HAS GONE LIKE THIS IN MOST ALL OF

OUR ST. JOHNS COUNTY PROPERTIES. >> AND I WILL SAY THAT I HAVE SEEN IT AS A CORPORATE TRAVELER -- I HAVE SEEN IT LOOSEN UP EVEN AS RESTRICTIVE IN THE ENVIRONMENT I HAD TO LIVE IN, IT'S LOOSENING UP. CORPORATE TRAVEL IS LOOSENING UP. THE GROUP THING, THERE'S BEEN A VOID. ZOOM WAS GREAT SO YOU COULD SUSTAIN. BUT THERE ARE A LOT OF COMPANIES THAT HAVEN'T HAD GROUP GET-TOGETHERS IN A YEAR AND A HALF. SO I THINK YOU'RE GOING TO SEE, LET'S ALL GET TOGETHER, WE HAVEN'T DONE THIS IN A WHILE.

SO WE MAY SEE A BOUNCE THERE. I LIKE THE DIRECTION.

>> THE PENT-UP DEMAND ASPECT THAT WE SAW WITH LEISURE BUSINESS, WE'RE HOPING -- I THINK SOME OF US ARE EXPECTING IT ON THE MEETINGS SIDE, CORPORATE -- SUPPLIER SIDE -- ARE SEEING THAT. SO WE'RE EXPECTING THAT TO HAPPEN. WE'RE ALSO EXPECTING WHEN INTERNATIONAL IS MORE COMFORTABLE WHEN INTERNATIONAL OPENS, WE I THINK WE'RE GOING TO SEE A PROPORTIONATE LIFT THERE.

SO WE'RE VERY HOPEFUL THAT AS OUR LOCK ON TRAVEL, BECAUSE WE'RE OPEN, BEGINS TO DIMINISH OR, LET'S SAY, DILUTE, WE'RE HOPEFUL THAT THOSE OTHER TWO ASPECTS OF THOSE OTHER TWO MARKETS ARE GOING TO DRIVE THAT AND HELP US MAINTAIN AND SUSTAIN

[10. MONTHLY REPORTS PROVIDED IN PACKETS]

>> OTHER QUESTIONS, RICHARD? >> THANK YOU.

>> PLEASE FEEL FREE TO OFFER SUGGESTIONS OUTSIDE OF THIS

[11. MEMBER COMMENTS]

>> THANK YOU. >> THANK YOU.

>> ITEM NUMBER 10, WHICH IS MONTHLY REPORTS, THOSE AREN'T ACTUALLY PRESENTED TO US. BUT OBVIOUSLY IF YOU REVIEWED THEM AND HAVE QUESTIONS, WE HAVE A COUPLE OF THE AUTHORS HERE TODAY IF YOU WANT TO ASK THEM QUESTIONS ABOUT ANYTHING THAT YOU SAW IN THOSE REPORTS. IF NOT, WE'LL LOOK AT NUMBER 11, WHICH MEMBER COMMENTS. ANYONE HAVE ANYTHING THEY WOULD

LIKE TO ASK OR SHARE TODAY? >> YES.

YES. TODAY WAS VERY ENRICHING AND I WAS EXCITED TO HEAR SO MANY -- SO MUCH OF A GOOD FOCUS ON OUR HISTORY, ARTS, AND CULTURE. THAT HAPPENS TO BE A STRONG TOPIC IN THE CITY. I WANTED TO CALL OUT HOW FABULOUS THE FORT MOSE JAZZ AND BLUES FESTIVAL WAS.

OUTSTANDING EVENT FOR THE FIRST TIME EVER.

I THINK THAT WE BROUGHT PEOPLE FROM ALL OVER THE PLACE.

[02:15:04]

IT VERY MUCH NEEDS TO BE EXPANDED IN THE CITY.

OUR GARAGE -- THE CITY MUNICIPAL GARAGE WAS CLOSED ON TUESDAY DUE TO BEING FULL. THAT'S JUST BECAUSE I HAPPENED TO DRIVE BY AND WE HAVE OUR NEW SIGNS THAT SAY "FULL," SO CAUSING MORE TRAFFIC JAMS, OF COURSE.

BUT AT LEAST WE WERE ABLE TO LET PEOPLE KNOW.

SO THAT SYSTEM IS UP AND RUNNING.

BUT IT'S STILL AN IMPORTANT NEED.

I THINK WE'RE HAVING A LOT OF CRUISING AROUND, LOOKING FOR PARKING SPACES ADDING TO THE PROBLEMS. JUST BEEN AN OUTSTANDING YEAR FOR US.

I DON'T KNOW HOW THE BEACHES ARE, BUT WE LOOK FORWARD TO TALKING MORE ABOUT EXPANDING PARKING AND PARKING PROVISIONS THAT WE CAN, PARTICULARLY SHUTTLING AND THEN CIRCULATORS BETWEEN US AND THE BEACH BECAUSE PEOPLE WANT TO DO THAT.

I WISH WE COULD PUT PONTE VEDRA IN THE LOOP TOO, BUT IT'S KIND OF ITS OWN UNIVERSE AND ORBIT UP THERE.

BUT I THINK IT CAN BE TREATED FAIRLY AND WISELY.

SO THE OTHER THING IS I HAVEN'T HEARD ANY MENTION OF FISH ISLAND IN ANY OF OUR TALK ABOUT PLACES. I JUST WANT TO OFFER FISH ISLAND. I THINK WE ARE STILL WORKING ON THE MANAGEMENT PLAN, THE CITY OF ST. AUGUSTINE IS.

THE HISTORY, YOU KNOW, FEATURE, CIVIC ASSET FOR THE FUTURE AND I JUST WANT US TO NOT FORGET FISH ISLAND IS COMING OUR WAY.

AND WE WILL, AS WE DEVELOP THAT FURTHER -- I DON'T KNOW IF YOU KNOW THIS, BUT THE CITY HAS BEEN TASKED BY THE STATE TO DO THE MANAGEMENT OF FISH ISLAND. STATE-OWNED, BUT WILL BE CITY-MANAGED. WE ARE WORKING ON THE MANAGEMENT PLAN NOW. SO EXPECT TO HEAR MORE ABOUT FISH ISLAND AND EXPECT THAT -- I'D LOVE TO SEE WORK DONE IN THE FUTURE. AND THAT'S IT.

THANK YOU. IT WAS A GREAT MEETING.

>> I WILL ECHO, INTERCITY CIRCULATOR WOULD BE GREAT.

THE OTHER THING I WANTED TO BRING UP IS THE CULTURAL COUNCIL RECEIVED $500,000 GRANT FOR THESE -- LET'S SEE -- THE ST.

AUGUSTINE BEACH HOTEL. IT'S THE OLD CITY HALL, THE OLD BUILDING AT PIER PARK. A WORKSHOP THIS WEDNESDAY AT 5:00 TO DISCUSS POTENTIAL USES FOR THAT AND TO COLLECT IDEAS FROM FOLKS ON HOW WE'D LIKE TO SEE THAT PROPERTY UTILIZED.

SO I WOULD LIKE TO INVITE EVERYBODY OUT.

EVERYBODY IS WELCOME. >> WHO MIGHT BE THE SPEAKER AT THAT MEETING? I BELIEVE SHE'S WITH US.

>> I THOUGHT I READ WHERE YOU WERE THE SPEAKER AT THE

>> I'LL BE THERE. [LAUGHTER]

>> I'LL PROBABLY HAVE SOMETHING TO SAY, BUT WE'RE MAINLY THERE TO LISTEN AND COLLECT IDEAS FROM EVERYONE, STAKEHOLDERS.

>> I HAVE SOMETHING. VICE-MAYOR SIKES-KLINE, CAN YOU TALK ABOUT THE RHI THAT THE CITY INITIATED? I THINK THIS GROUP WOULD REALLY BENEFIT FROM THAT ALSO.

>> WELL, SINCE YOU'RE THE LEADER -- THANK YOU, BY THE WAY.

I THINK IT WOULD BE GREAT IF YOU WOULD TALK SOME ABOUT IT.

I HAVE SHARED WITH THE TDC THE EFFORT IN ADVANCE OF THE EFFORT, BUT I'LL JUST TELL YOU NOW THE CITY OF ST. AUGUSTINE IS IN A PROCESS OF AN ASSESSMENT BY THE RESPONSIBLE HOSPITALITY INSTITUTE, WHO WE INVITED TO COME AND ARE PAYING TO ESTABLISH, YOU KNOW, REALLY A SURVEY AND ASSESSMENT OF THE NIGHT LIFE OF ST. AUGUSTINE. THAT PARTICULAR -- WE VIEW THAT AS ITS OWN UNIQUE ECONOMY WITH ITS OWN UNIQUE NEEDS AND WE

[02:20:04]

THE ASSESSMENT IS NOT REALLY SO MUCH AS A STUDY AS IT IS SORT OF A WAY TO GET THE STAKEHOLDERS AND THE COMMUNITY AND THE BUSINESS COMMUNITY AND OUR COMMUNITY TOGETHER TO UNDERSTAND, YOU KNOW, THE TRAINING SORT OF, THE RESPONSIBLE HOSPITALITY INSTITUTE DOES.

I THINK TROY AGREED TO BE THE CHAIRMAN OF THE TRANSITION TEAM,

IS WHAT THEY CALL IT. >> YEAH.

TRANSFORMATION. >> THE TRANSFORMATION TEAM IS KEY TO THE PROCESS. IT'S REALLY BEEN A LOT OF MEETINGS. IT'S BEEN A BIG PROCESS AND I'M LOOKING FORWARD TO HEARING RECOMMENDATIONS FROM THEM.

BUT PLEASE SHARE WHAT YOU THINK --

>> I THINK THE MOST IMPORTANT THING -- AND THANK YOU FOR THE CITY FOR DOING THIS. IT BROUGHT TOGETHER A LOT OF PEOPLE IN THE ROOM THAT ARE IN THE SAME INDUSTRY AT ROUNDTABLES AND DIFFERENT THINGS. IT REALLY IS KIND OF PUTTING ITS ARMS AROUND THE INDUSTRY, SAYING WE'RE WORKING TOGETHER.

I WANT TO COMPLIMENT THE CITY FOR DOING THAT.

ALSO IT AFFECTS THE HOTELIERS AND EVERYBODY ELSE IN THE HOSPITALITY AREA. AND IT'S STILL OPEN.

I KNOW SEVERAL PEOPLE PARTICIPATED IN THE ROUNDTABLES.

I THINK SOME OF THOSE DISCUSSIONS WERE AMAZING WHEN YOU STARTED TALKING ABOUT MOBILITY, I INSTANTLY WENT TO THAT. YOU KNOW, IF YOU HAVE ANY QUESTIONS ABOUT WHAT'S HAPPENING WITH THAT, FEEL FREE TO ASK EITHER ONE OF US. WE'VE GOT TO BE CAREFUL BECAUSE

OF THE SUNSHINE RULES WITH THAT. >> THAT'S TRUE.

>> THE QUESTION FOR COMMISSIONER WALDRON?

>> AT OUR LAST MEETING WE HAD THE DISCUSSION OVER A REPLACEMENT, A NEW TDC MEMBER TO REPLACE DANNY, WHOSE TERM WILL CONTINUE TO SERVE -- I'M WONDERING -- THE COMMISSIONER -- YEAH -- BCC HAS TAKEN UP OUR RECOMMENDATION?

>> SO -- >> TARA.

>> WE WORKED WITH LEGAL COUNSEL AND THE REQUIREMENT FOR RESIDENCY WITHIN ST. JOHNS COUNTY TIES BACK TO STATUTE.

SO MR. DIAZ WILL NOT BE ELIGIBLE TO SERVE ON THE TDC.

WE DID ACTUALLY JUST REPOST I BELIEVE TODAY THE ANNOUNCEMENT ON THE COUNTY BOARD'S AND COMMITTEE'S WEBSITE.

[12. NEXT MEETING DATE]

BOARD MEMBERS -- >> YOU'LL BE SEPTEMBER? [LAUGHTER]

>> NOT UNTIL SEPTEMBER, THOUGH. WE CAN MOVE QUICKER THAN THAT.

[LAUGHTER] >> DANNY, I UNDERSTAND YOU'LL BE GETTING A PAY RAISE FOR THAT EXTENDED TIME PERIOD.

[LAUGHTER] >> THE ITEM NUMBER 12 SAYS OUR NEXT MEETING WILL BE MAY 16. IN YOUR COVER E-MAIL TO US WITH THE MATERIALS THAT CAME OUT, YOU REFERENCED A JUNE MEETING.

DO YOU KNOW THE DATE OF THAT? >> OUR MEETINGS ARE THE THIRD MONDAY OF THE MONTH, UNLESS THE THIRD MONDAY OF THE MONTH IS A FEDERAL HOLIDAY RECOGNIZED BY THE COUNTY.

SO MAY IS BEFORE JUNE -- OUR MAY MEETING -- IT WASN'T IN THAT ORIGINAL SET OF MONTHS THAT I SENT YOU BY E-MAIL A WHILE BACK.

WE'RE GOING TO MEETING IN MAY SPECIFICALLY BECAUSE WE NEED TO GET A RECOMMENDATION FROM THE THE BOARD FOR THE ARTS CULTURE HERITAGE -- THAT'S CURRENTLY ADVERTISED.

WE NEED A GOOD NUMBER OF BOARD MEMBERS FOR THE GRANT'S FUNDING PANEL. THOSE ARE THE INDIVIDUALS WHO ACTUALLY REVIEW AND SCORE THOSE ACH GRANT APPLICATIONS.

IT IS A -- I'M GOING TO SAY SEVEN MEMBERS, NINE MEMBERS -- NINE MEMBERS. WE'RE GOING TO NEED A BUNCH OF THEM. I THINK IT'S SOMETHING AROUND SEVEN. SO IF YOU KNOW SOMEBODY THAT MIGHT BE INTERESTED, PLEASE LET THEM KNOW.

THAT'S POSTED ON THE WEBSITE. WE'LL BE DISCUSSING THAT IN MEETING. BECAUSE THIS IS AN ADDITIONAL MEETING -- I DON'T KNOW WHAT THE RIGHT WORD IS, BUT I'M GOING TO FOCUS THE REST OF THAT MEETING ON OUR DISCUSSION FOR THE PROMOTIONS WHICH I HAVE BEEN TALKING ABOUT ABOUT THE REQUEST FOR PROPOSALS AND SCOPES OF WORK.

I THINK WE'RE GOING TO PRIMARILY FOCUS THE MAY MEETING ON THAT BECAUSE THE ACH FUNDING PANEL SHOULDN'T TAKE VERY LONG.

[02:25:01]

THE BULK OF THE MEETING WILL BE TO DISCUSS PROMOTIONAL CONTRACTS AND WHAT WE THINK WE MIGHT WANT THAT STRUCTURE TO LOOK LIKE IN

THE FUTURE. >> WHAT YOU JUST MENTIONED AT THE END, THAT'S RELATED TO WHAT YOU PASSED OUT AT THE LAST MEETING. YOU GAVE US HAND- LAST MEETING.

YOU ALSO HAD A SLIDE PRESENTATION AT THE END OF THAT MEETING AND YOU PASSED OUT HAND-OUTS AND SAID YOU WOULD BE IN TOUCH WITH US TO TALK TO US INDIVIDUALLY ABOUT IT OR YOU WEREN'T IN TOUCH, WE COULD CONTACT YOU.

THAT IS STILL PLANNED TO HAPPEN BEFORE THE MAY MEETING --

>> THE MAY MEETING, YEP. THE MAIN MEETING WILL FOCUS ON THAT. MY HAND-OUTS WERE CONTRACTS.

YOU WERE THROWING ME OFF WITH "HAND-OUTS ".

>> THEY WERE CALLED ATTACHMENTS. >> I WILL MEET WITH YOU GUYS A LITTLE BIT CLOSER TO MAY, DEFINITELY BEFORE THAT.

BUT A LITTLE BIT CLOSER SO THAT'S FRESH ON YOUR MIND.

JUNE MEETING WILL BE JUNE 20. >> COMING BACK TO THE VACANT SEAT, TEMPORARILY OCCUPIED BY DANNY.

SO IT'S REALLY NOT VACANT YET. SO ANYONE WHO HAS APPLIED IN THE PAST AND NOT CONSIDERED IS OFF THE BOARD NOW AND ONLY THOSE WHO WILL REPLY TO THE ANNOUNCEMENT THAT THERE IS A VACANCY -- SO ANYONE WHO APPLIED IN THE PAST WHO MIGHT STILL BE INTERESTED

HAS TO REAPPLY. >> APPLICATIONS ARE GOOD FOR ONE YEAR. IT'S BEEN A YEAR SINCE WE DID THIS, SO ANYBODY WHO PREVIOUSLY APPLIED WILL NEED TO REAPPLY AGAIN. THE SAME IS TRUE FOR TDC POSITIONS. TDC BOARD MEMBER APPLICATIONS ARE GOOD FOR ONE YEAR. SO PEOPLE WHO HAVE APPLIED MORE THAN A YEAR AGO WILL NEED TO APPLY AGAIN.

IF YOU'RE NOT SURE IF YOU HAVE AN APPLICATION THAT IS CURRENTLY VALID, YOU CAN REACH OUT TO ME OR TO THE BOARD OF COUNTY COMMISSIONERS OFFICE AND WE'LL HELP YOU FIGURE THAT OUT.

>> THANK YOU. ANY OTHER COMMENTS FROM BOARD MEMBERS? CHRISTINA.

>> I APOLOGIZE. I SHOULD HAVE MENTIONED THIS EARLIER. RICHARD MADE REFERENCE TO AN OPENING OF OUR ALL-AMERICAN ROAD, THE A1A SCENIC BYWAY.

WE ARE HOSTING THE CONFERENCE NEXT WEEK AND THE RIBBON CUTTING WILL BE ON TUESDAY, MARCH 29, AT 5:30.

A LOT OF DIGNITARIES FROM AROUND PTHE STATE AND THE NATION ARE GOING TO BE THERE. IT IS A BIG HONOR.

THERE ARE ONLY TWO ALL-AMERICAN ROADS IN FLORIDA.

IT'S ESPECIALLY IMPORTANT BECAUSE CONGRESS FOR THE FIRST TIME IN MANY YEARS JUST MADE A LARGE APPROPRIATION FOR SCENIC BYWAYS. THE STATE OF FLORIDA WILL BE GETTING A LOT OF FUNDING. SO YOU'RE ALL CERTAINLY INVITED TO ATTEND THAT RIBBON CUTTING AND THERE IS A RECEPTION IMMEDIATELY AFTERWARDS. TUESDAY, MARCH 29, WITH THE RIBBON CUTTING AT THE BRIDGE AT 5:30.

I HAVE BEEN TOLD IT'S AT THE TIME THE BRIDGE NORMALLY OPENS.

SO IT'S NOT TO HOLD

* This transcript was compiled from uncorrected Closed Captioning.