[Items 1 - 3]
          [00:00:08]
          >> I WOULD LIKE TO CALL THE MEETING TO ORDER. 
          ROLLCALL. 
          [4. APPROVAL OF AGENDA]
          >> THE APPROVAL TO THE AGENDA. ANYBODY HAVE ANY ADDITIONS OR DELETIONS? I HAVE A MOTION BY GAIL. 
          SECOND. SECONDED BY CHARLES. 
          ALL IN FAVOR? ALL RIGHT. 
          [5. APPROVAL OF MINUTES]
          APPROVAL OF THE MINUTES. >> I WOULD LIKE A MOTION TO 
          APPROVE THE MINUTES. >> SECONDED BY CHARLES. 
          ITEMS NOT RELATED TO ANYTHING ON THE AGENDA. 
          IF WE HAVE ANYONE WHO WANTS PUBLIC COMMENT ON ITEMS NOT INVOLVED IN THE AGENDA. LOOKS LIKE YOU DON'T HAVE TO READ AGAIN, CHARLES. WILL CLOSE PUBLIC COMMENT. 
          [7. FY27 PROMOTIONAL PLAN PRESENTATION CULTURAL COUNCIL]
THAT BRINGS US TO JEFF. PROMOTION PLAN. 
          PRESENTATION BY THE CULTURAL COUNCIL. 
          SO WE HAVE IT IN OUR PACKET AND A NICE LITTLE FANCY FOLDER. %-PU TO ASK YOUR BLESSING ON WHAT WE DO WITH THE CURRENT CONTRACT WITH THE COUNTY. THAT'S WHAT I'M GOING TO PRESENT TODAY. JUST A REAL BRIEFLY WE'RE GOING TO GO THROUGH THE BACKGROUND AND I'LL TALK ABOUT OUR ANNUAL GOALS AND OBJECTIVES AS RELATED TO OUR CONTRACT. 
          WE'LL DIG INTO THE SPECIFICS. WE'LL TALK THROUGH A BUDGET ALLOCATION FOR THIS YEAR. WE SUPPORT LOCAL ARTISTS AND ARTS ORGANIZATIONS. I WOULD ADD IN THERE THAT WE ALSO DO THROUGH THE PICTURE YOU SEE UP THERE I TOOK AT THE AMPITHEATRE. IT'S A GREAT EXAMPLE OF A PARTNERSHIP. WE WORK WITH GAMBLE ROGERS A LOT AND THEIR FESTIVAL WAS THE WEEKEND AFTER BILLY STRINGS, SO OUR FRIENDS AT SJCCE LET THEM PUT A TENT UP. 
          TO CROSS-PROMOTE AND I THOUGHT THAT WAS A REALLY GREAT EXAMPLE OF PROMOTION. BEING AN EXECUTIVE DIRECTOR, I WAS SMART ENOUGH TO VOLUNTEER THAT DAY. 
          OUR GOALS. PRETTY STRAIGHTFORWARD. 
          WE'RE PART OF THIS GIANT TOURISM MACHINE AND WE REALLY FOCUS IN ON MAKING SURE THAT THE ARTS HISTORY HERITAGE AND CULTURAL ASSETS ARE QUITE HONESTLY THE BEST IN THE COUNTRY. 
          OBJECTIVES FOR THIS YEAR, IT'S TO CONTINUE TO BUILD A REPUTATION. IT'S TO REALLY FOCUS IN ON THE GRANTS THAT WE SUPPORT THOSE ALMOST THIRTY TO IMPLEMENT THE UPCOMING CULTURAL ART PLAN AND OF COURSE IT'S TO PARTNER WITH OUR OTHER TOURISM ENTITIES. TWO EXAMPLES. 
          THE TRAIL WAS OUR AWARD WINNING PRODUCT THAT WE DEVELOPED IN THE PAST 18 MONTHS. A RECIPIENT FOR PRESERVATION IS THAT WAS REALLY COOL. THESE ARE ALL THE CURRENT ACH GRANT RESIP YEPTS RECIPIENTS, WE TALK ABOUT WHAT THE KOUPT GIVES THROUGH TOURISM TAX DOLLARS TO SUPPORT GREAT EVENTS AND ATTRACTIONS. THIS IS THE LIST. 
          I'M GOING TO PAUSE FOR A SECOND BECAUSE IT IS QUITE IMPRESSIVE 
          [00:05:02]
AND THIS IS WHERE WE ARE GOING TO SPEND THE BULK OF OUR TIME HELPING THESE EVENTS AND ORGANIZATIONS. 
          WE JUST WRAPPED UP APPLICATIONS FOR FISCAL '27 WHICH IS THE BUDGET WE'RE TALKING ABOUT. WE HAD 27 APPLICANTS THAT QUALIFIED. A COUPLE NOTABLE THINGS THE FIRST TIME APPLICANT WAS ANCIENT FARM STEAD TO DO THE COUPLE FARM STEAD AND WE WELCOME BACK THE CLASSIC THEATER AND SHEPPARD FEST IN HONOR OF SAM SHEPPARD. THERE'S A COUPLE OF FESTIVALS THAT AREN'T ASKING FOR FUNDING. IT IS SCARY THAT TOUGH TIMES MIGHT CAUSE A COUPLE OF THESE TO GO AWAY. 
          BOTTOM TWO, THESE ORGANIZATIONS THAT WOULD HAVE RECEIVED A CHCH GRANTING FUNDING IN THE PAST AND WE'LL PULL IN DEVELOPMENT TO HELP THEM MORE DIRECTLY. PRODUCT DEVELOPMENT, IT FOCUSES ON FOUR BIG THINGS, TRAILS. THIS IS SOMETHING WE LOOK FORWARD TO PARTNERING WITH THE CHAMBER AND THE PARKS AND THE LIBRARIES IN OUR COMMUNITY TO CONTINUE TO TELL THESE STORIES AND DRIVE PEOPLE STRATEGICALLY TO DIFFERENT PARTS OF THE COUNTY. TARGET SEASONS, THESE ARE WHAT WE'VE BEEN TALKING ABOUT THE PAST FEW MONTHS. 
          AREAS THAT JUST NEED A LITTLE EXTRA ATTENTION. 
          YOU'LL NOTICE TWO THINGS IN THERE. 
          CULINARY EVENTS. CULINARY IS SOMETHING WE ALREADY DABBLE IN. WE'RE WORKING WITH SJCC ON A NUMBER OF GREAT PARTNERSHIPS THATTH YEAR THAT I HOPE TO EXPAND AND THIS INCLUDES EVERYTHING FROM PUTTING SOUND EQUIPMENT TO ELEVATE WHAT THEY'RE DOING THERE TO MAKING SURE THE RECORD TAKES OFF AND THAT WE'RE WORKIN WITH BANS THERE. BANDS THERE. 
          THE SING ALOUD SHOWCASES ARE MORE ELEVATED. 
          WE ALSO DID A SONGWRITER COMPETITION WITH THEM THAT WAS PRETTY COOL. IN THE NEW YEAR, OUR GOALS IN CULINARY HAD TO MOVE FROM PRINT TO DIGITAL SO WE FOUND IS OUR PRINT PUBLICATIONS EVEN THOUGH THEY'RE GREAT, THEY SIMPLY CAN'T KEEP UP WITH HOW QUICKLY THIS INDUSTRY CHANGES SO YOU'LL NOTICE IN THE BUDGET. ALSO DIVE MORE HEAVILY INTO THE REPUTATION OF EVENTS LIKE THE AUTO AND HE IS OF THE RECENT JAMES BEARD DINNER WE DID. FOR OUR BUDGET, I'M REALLY GOING TO FOCUS FROM VARIANCES FROM THE YEAR  BEFORE. 
          THIS IS AN AREA WHERE WE NOTICED OVERLAP WITH THE BCB SO QUITE HONESTLY, PULLED IT OUT OF MY BUDGET. 
          WE'RE NOT WORKING WITH THE BCB. TO ON BOARD A PR AGENCY THAT DOES CULINARY MUSIC AND ART. AND ADVERTISING, YOU'LL SEE THE LAST SLIDE. LOOKING FOR MORE MONEY FOR OUR ACH GRANTEES TO MATCH WHAT THEY DO OUT OF PO KT. 
          POCKET. GIVE THEM A GRANT AND LIKE THE POOL BIG ENOUGH TO MATCH THAT SO THEY CAN CONTINUE LEVERAGING THE SUPPORT THEY GIVE FROM US. AND SO THE COUNTY'S RECOMMENDING WE COME IN A LITTLE LESS THAN THAT. 
          THAT'S AN AREA THAT WE WOULD LIKELY PULL BACK ON IF WE'RE NOT COMPLETELY FUNDED. VIDEO PHOTOGRAPHY, I TALKED ABOUT THAT RELATED TO CULINARY. COMMERCIAL PRINTING, THESE ARE JUST SUCCESSFUL THINGS WE NEED ADDITIONAL RESOURCES FOR AND I DID ASK FOR ADDITIONAL ACH FUNDS BUT NOW THAT I'VE SEENL THE COUNTY BUDGET, I'M GRATEFUL TO KEEP THAT FLAT THIS YEAR. 
          LASTLY, I DO BREAK DOWN OUR ADVERTISING BUDGET AND THE ONLY BIG INCREASE IS THOSE GRANTING FUNDS TO OUR ACH GRANTEE POOL. 
          WITH THAT, I WOULD BE HAPPY TO ANSWER ANY QUESTIONS. 
          >> ANY QUESTIONS? ON THE CULINARY SIDE, WE HAVE A VERY BIG LINE CULTURE TOO. WITH THAT CULINARY COMPONENT. 
          THERE'S A WHOLE FOCUS MOSTLY ON FOOD. 
          IT'S FOOD AND BEVERAGES. WE APPROACH IT. 
          OUR COCKTAIL CULTURE IS ALSO SOMETHING THAT WE WOULD LIKE TO HIGHLIGHT. I DEFINITELY KNOW LIKE THE SPANISH FOOD AND WIPE FESTIVAL WITH CULINARY AND OUR HERITAGE ARE AMONGST BEST IN OUR COMMUNITY AND SO WE'RE GOING TO CONTINUE TO LOOK TO INVEST IN THE NEW YEAR. 
          >> I WANT TO MAKE SURE THAT THAT COMPONENT INCLUDED IN IT. 
          [00:10:03]
          ANY OTHER QUESTIONS? >> I HAVE A QUESTION. 
          ON YOUR ADVERTISING BUDGET, RADIO AND TELEVISION, WHAT'S THE 
          PLAN THERE FOR THOSE DOLLARS? >> WE DO A LOT OF PUBLIC RADIO AD ON THERE. TELEVISION, WE HAVEN'T IN THE PAST BUT WITH AN INCREASED FOCUS OF GETTING VIDEO AND IMAGES ON CULINARY, WE SUSPECT WE'RE GOING TO DO SOME MORE OF THAT IN THE 
          IN YOU YEAR. >> DOESN'T SEEM ENOUGH. 
          HONESTLY WE DON'T HAVE A HUGE ADVERTISING BUDGET. 
          WE DO LIKE TO RELY ON SUSAN AND HER TEAM. 
          WE DO THAT SHORT TERM. THAT'S WHY WE HAVE A LITTLE BIT 
          BUILT N >> THANK YOU. 
          >> YOU'RE WELCOME. >> ANYONE ELSE? 
          [8. FY27 PROMOTIONAL PLAN PRESENTATION FROM THE VCB]
          THANK YOU. >> THANK YOU. 
          >> GOOD AFTERNOON. I'M SUSAN PHILLIPS WITH THE BCB AND I'M HERE TODAY TO TALK TO YOU ABOUT OUR FISCAL 2027 MARKETING PLAN. THE MARKETING PLAN IS 48 PAGES. 
          BUT I'M NOT GOING TO GO INTO ALL OF THAT AND I'M GOING TO GIVE YOU A HIGH LEVEL EXECUTIVE OVERVIEW AND IT SHOULD TAKE ME ABOUT FIFTEEN MINUTES AND CERTAINLY WE'LL BE HAPPY TO ANSWER ANY QUESTIONS. THE FIRST SLIDE IS SETTING UP TO TALK ABOUT THE TRUTH. SUPPORTING LOCAL BUSINESSES OF 33 JOHNS. IN QUALITY. 
          THIS IS WHAT WE'RE TALKING AND SET UP AND TALK ABOUT THE TRENDS THAT WE'RE SEEING. SEEKING AUTHENTICITY AND MEANINGFUL EXPERIENCE AND CULTURAL CONNECTION AND OUTDOOR RECREATION. ON FLORIDA'S HISTORIC COAST DOING EXCEPTIONALLY WELL. THE FIRST AUTHENTIC ENRICHED COASTAL DESTINATION. OUR FOCUS IS ON HIGH VALUE VISITATION, STRENGTHENING OUR OVERALL DEMAND AND ENSURING TOURISM CONTINUES TO BE FOR VISITORS AND RESIDENTS. 
          OUR STRATEGY ISN'T CHANGING BECAUSE OUR DESTINATION'S CHANGED. ITS CHANGING BECAUSE OUR TRAVELER BEHAVIOR HAS CHANGED. TRAVELERS ARE INCREASINGLY USING AI AND SOCIAL PLATFORMS TO PLAN TRAVEL AND THERE'S A LOT OF COMPETITION AMONGST DESTINATIONS AND IT'S GOING TO CONTINUE TO INTENSIFY. BUT WE ALSO HAVE VISITORS ARE SEEKING AUTHENTIC EXPERIENCE-RICH DESTINATIONS OVER GENERIC VACATIONS. SO WE MOVE FORWARD AND LOOK AT THIS. LOOK AT THE OPPORTUNITY. 
          WE ENTER FISCAL YEAR 2027 FROM A POSITION OF STRENGTH. 
          WHEN I SAY POSITION OF STRENGTH, THAT'S REALLY TALKING ABOUT OUR DESTINATION ASSETS. OUR DESTINATION SITS AT THE INTERSECTION OF SEVERAL OF THE FASTEST GROWING TRAVEL TRENDS, CULTURAL TOURISM, CULINARY TOURISM, WELLNESS TRAVEL, LUXURY EXPERIENCES AND OUTDOOR RECREATION. 
          I WANT TO YOU THINK ABOUT THAT, ALL OF THOSE CATEGORIES. 
          BASICALLY ALL OF THOSE CAN OCCUR SOME PLACE HERE IN ST. JOHNS COUNTY. WHAT DIFFERENTIATES US IS THAT WE CAN DELIVER ON ALL OF THESE EXPERIENCES IN OUR AUTHENTIC AND COASTAL DESTINATION. THAT'S PRETTY IMPORTANT IN TODAY'S MARKETPLACE. SO I WANT TO TALK TO YOU ABOUT OUR STRATEGIC PILLARS FOR OUR FISCAL YEAR 2027. 
          EVERYTHING WE PLAN IS ORGANIZED AROUND THESE STRATEGIC PILLARS AND I'M GOING TO GO THROUGH AND READ THESE TO YOU WITH A LITTLE BIT OF CONTEXT. THE FIRST IS ACTIVATION. 
          AUTHENTIC STORYTELLING. DIGITAL DISCOVERABILITY, LUXURY AND WELLNESS, PARTNERSHIPS AND COMMUNITY FIRST TOUR. 
          A LITTLE BIT OF CONTEXT. DIGITAL DISCOVERABILITY, ONE OF THE THINGS THAT WE FOUND WAS SO SUCCESSFUL FOR US LAST YEAR WAS ONE APP CREATED THAT WAS WILDLY SUCCESSFUL AND LOOKING TO REPLICATE THAT MOVING INTO THE NEXT FISCAL YEAR AND TO DEVELOP FOR THE ENTIRE DESTINATION. VERY SIMILAR TO WHAT WE DID. 
          WE ALSO LOOK AT PARTNERSHIPS. SOMETHING THAT HAPPENED ABOUT 
          [00:15:04]
TWO WEEKS AGO AND THERE WAS A LOT WHO REACHED OUT TO THE COUNTY COMMISSIONERS THE PRESIDENT AND CEO OF THE NORTHEAST FLORIDA HISPANIC CHAMBER OF COMMERCE. 
          FOR SEVERAL YEARS TRAVELLED WITH HER AND SHE REACHED OUT TO US BECAUSE SHE WANTED TO SEE ABOUT PARTNERING AND THIS IS ONE OF THOSE GOOD RELATIONSHIPS WHO WILL PARTNER AND THE HISPANIC CHAMBER OF COMMERCE HERE IN 2028 WHICH IS IN ST. JOHNS COUNTY. 
          WE AGREED TO HELP HER WITH THE PITCH AND THAT WAS IF THIS COMESES TO FRUITION, WE BRING ABOUT 12 TO 1500 FOR THE HISPANIC CHAMBER OF COMMERCE TO ST. JOHNS COUNTY. 
          THAT'S JUST ONE EXAMPLE OF OUR PARTNERSHIPS MOVING FORWARD. 
          I  BACK WHEN WE STARTED OUR RELATIONSHIP WITH THE MAGAZINE, THERE'S A COOL ARTICLE IN THERE THAT WE STARTED THIS RELATIONSHIP. OUR AD AGENCY ASKED US HOW CAN WE LEVERAGE THIS TO THE BEST OF OUR ABILITY? THEY WANTED TO DO A DINNER HERE IN ST. JOHNS COUNTY. 
          SO WE GAVE THEM TO MOVE FORWARD. THEY TOOK THIS DINNER, CREATED IT AND PUSHED IT OUT TO THE DATABASE TO THE CUSTOMERS AND THIS EVENT WAS SCHEDULED TO BE THE KICK-OFF FOR THE START OF THE FESTIVAL. IN THIS INSTANCE WE'LL CONTINUE TO DO THIS AGAIN NEXT YEAR. THE BEAUTY OF IT WAS THAT WE HAD THESE FOLKS COMING AND STAYING MIDWEEK AND THEY ENJOYED THEM AND HE WAS THE REST OF THE FOLKS THAT EVENING HAVE NOT BEEN TO OUR COUNTY BEFORE. SO THAT'S WHY PARTNERSHIPS ARE SO IMPORTANT. BUT LATER TODAY, I'LL TALK TO YOU ABOUT OUR PARTNERSHIP THAT'S GOING TO BE FOR LATER. 
          BUT ALSO WHEN WE TALK ABOUT COMMUNITY-FIRST TOURISM, WE SAW THE IMPORTANCE OF ENGAGING WITH OUR COMMUNITY AND RESIDENTS TO HAVE MEANINGFUL AND OPEN DISCUSSIONS NIGHTS OF THE LIGHTS. WE WANT THIS TO BE NOT ONLY LEVERAGED WITH TOURISM BUT BRINGING OUR COMMUNITY INTO SOME OF THE DISCUSSIONS AS WELL. WE HAVE THE SEVEN STRATEGIC PILLARS, WITH YOU REALLY TO CREATE MORE YEAR-ROUND ECONOMIC IMPACT WHILE PRESERVING WHAT MAKES OUR SKINATION SO SPECIAL. 
          SO IF WE THINK ABOUT THIS PLAN WHICH YOU'RE SEEING AND WHICH YOU HAVE IN FRONT OF YOU, IF THERE'S ONE THAT SYMBOLIZES THE PLAN, IT'S BETTER TOURISM, NOT SIMPLY MORE TOURISM. 
          I COULD TALK ABOUT OUR TARGET AUDIENCES, MARKING STRATEGIES. 
          WE CONTINUE TO OUR PURSUEERS BECAUSE THESE TRAVELERS SEEK EXACTLY WHAT WE OFFER HERE. CULTURE, HISTORY, DISCOVERY, AUTHENTICITY AND MEANINGFUL EXPERIENCES. 
          WE ALSO EXPEND  EFFORTS ON HOW PEOPLE TRAVEL YEAR-ROUND. 
          THESE INCLUDE LUXURY TRAVELERS, CULINARY TRAVELERS AND MUSIC TRAVELERS, HERITAGE TRAVELERS AND MULTI-CULTURAL AUDIENCES. 
          WE'RE GOING TO REACH THE VARIETY OF WAYS THROUGH A VARIETY OF PAID ADVERTISING THAT WILL INCLUDE BUT NOT LIMITED TO VIDEO, SEARCH, AI, SOCIAL, WEBSITE, TV, DIGITAL, RADIO, OUT OF HOME AND SPONSORSHIPS. SO IF WE LOOK AT VISITATION. 
          THAT'S SOMETHING THAT I THINK IS VERY IMPORTANT FOR US. 
          WHERE OUR PEAKS AND VALLEYS ARE AND MAKE SURE WE SPREAD OUT THROUGHOUT THE YEAR. THIS IS REALLY ONE OF THE BIGGEST OPPORTUNITIES TO ACTIVATE DEMAND THROUGHOUT THE ENTIRE IS YEAR. MUSIC, CULINARY, CULTURAL, HERITAGE EXPERIENCES ARE HELPING US REDUCE SEASONALITY AND CREATE ADDITIONAL REASONS TO VISIT OUT OF THE TRADITIONAL PEAK PERIODS. 
          IN 2027, THE HISTORY THE DESTINATION BUT ALSO INCLUDE ECO TOURISM AND AGRITOURISM, ALL OF WHICH WILL HELP US SPREAD SUPPORT THROUGHOUT THE ENTIRE COUNTY. 
          [00:20:01]
A LOT OF OUR VISITATION OCCURS IN CERTAIN POCKETS OF CERTAIN AREAS, BUT THE BEAUTIFUL COUNTY AND WE WANT PEOPLE TO BE DISPERSED THROUGHOUT IT SO THEY CAN SPEND MONEY, OF COURSE, SPEND THE MONEY AND TAKE ADVANTAGE OF ALL OUR BEAUTIFUL ASSETS. LAST, THERE'S PROGRAMS THE CULL ARE ECONOMIC DEVELOPMENT TOOLS AS MUCH AS THEY ARE TOURISM ASSETS ABLE TO HELP DRIVE YEAR-ROUND VISITATION FOR US. 
          THEY GENERATE LONGER STAYS AND INCREASE MIDWEEK OCCUPANCY. 
          THIS APPROACH GENERATES GREATER ECONOMIC IMPACT WITHOUT WELLNESS SOLELY ALONE. OUR COMMUNICATION STRATEGY CONTINUES TO EVOLVE AND SUPPORTS DESTINATIONAL AWARENESS AND MANAGING RELATION THROUGH MEDIA, SOCIAL MEDIA, INFLUENCE OUR PARTNERSHIPS AND EVENT PROMOTION. 
          THE GOAL IS TO TELL OUR STORIES THAT HIGHLIGHT OUR PEOPLE, OUR CULTURE, OUR HISTORY, OUR MUSIC, OUR CULINARY SCENE AND OUR COASTAL LIFESTYLE. THESE STORIES CREATE EMOTIONAL CONNECTION THAT IS DRIVE VISITATION. 
          THIS IS AN IMPORTANT SLIDE. ACCOUNTABILITY AND RESULTS. 
          IT'S SOMETHING I BELIEVE IN AND I CAN TELL I'M A STICKLER FOR ACCOUNTABILITY AND RESULT. AND I THINK THIS IS PERHAPS ONE OF THE MOST IMPORTANT SLIDES IN THIS PRESENTATION. 
          WE ARE COMMITTED TO SUPPORTING LOCAL BUSINESSES, SHARING TOURISM IMPACT DATA, PROMOTING RESPONSIBLE GROWTH AND ENSURING TOURISM CONTRIBUTES TO RESIDENT QUALITY OF LIFE. 
          YOU'LL SEE OUR FOCUS ON FISCAL YEAR 2027, VISITOR ANALYTICS, RETURN ON INVESTMENT TRACKING AND RESIDENT ENGAGEMENT. 
          ROI TRACKING. THIS IS PROBABLY ANOTHER IMPORTANT SLIDE FOR US TOO. WHEN WE LOOK AT OUR INVESTMENT STRATEGY. I'LL TELL YOU WHEN I STARTED WORKING ON THE PLAN A COUPLE OF MONTHS AGO, I STARTED LOOKING AT ALL THE TRENDS AND WHAT WAS HAPPENING AND TRYING TO FIGURE OUT WHERE WE SHOULD BE GOING TO EFFERENT AT THIS TO TRY TO GET THE MOST CURRENT INFORMATION AND OUTLOOK. 
          AND I LOOKED AT IT AND THOUGHT, WELL, THERE'S A LOT OF THINGS THAT WE'RE DOING VERY WELL. WE ALSO NEED TO LOOK THE AN EVERYTHING WITH EYES WIDE OPEN, SEE WHAT WE CAN DO DIFFERENTLY. 
          BUT I FELT THAT EVEN THOUGH THIS WAS STILL DISCUSSION HERE AT THE TD C ABOUT THE POSSIBILITY OF A 3% INCREASE IN COLLECTION, I FELT I NEEDED TO DO THE RIGHT THING IN PRESENT A BUDGET THIS FLAT. I KNOW THERE'S A LOT OF OTHER COMPETING NEEDS. I LOOK AT WHAT JEFF POTTS DOES AT THE CULTURAL COUNCIL. THIS BUDGET I'M PRESENTING IS BASED ON THE FLAT FORM WE HAVE THIS PAST YEAR. 
          ADVERTISING IS THE LARGEST INVESTMENT. 
          IT DRIVES RETURN ON INVESTMENT. AT THE SAME TIME, WE WILL CONTINUE TO INVEST IN COMMUNICATIONS, SALES, RESEARCH, DIGITAL INFORMATION, STAKEHOLDER ENGAGEMENT TO ENSURE A COMPREHENSIVE DESTINATION MARKETING APPROACH. 
          ON THE BACK OF THE MARKETING PLAN, BUT I WANT TO HIGHLIGHT A FEW THINGS. WE DID APPROACH THIS LOOKING AT TRYING TO KEEP THE ADVERTISING BUDGET LOW AND FLAT. 
          WE'RE FOCUSING ON INDIVIDUAL PROGRAMS SUCH AS WEDDINGS. 
          WE FEEL THAT GOING TO WEDDINGS EVENTS IS NOT NECESSARILY DRIVING BUSINESS FLOWS. WE WOULD RATHER HAVE FOLKS FOCUS ON ADVERTISING AND 
          >> YOU MIGHT WANT TO MOVE THAT SCREEN AWAY. 
          [00:25:04]
WE'RE LOOKING AT EMP PROMOTION. THAT RESULTS FROM SHIFTING OUR FLORIDA GOLF, SHIFTING AROUND AND INVESTING IN A NEW PR AGENCY DEDICATED TO GOLFING AND ECO TOURISM. 
          IF WE LOOK AT WHAT INVESTMENT, THERE'S A 3% INCREASE. 
          THERE'S AN INCREASE ON COMPETING COMMUNICATION LINES FOR ARTS, CULTURE AND HERITAGE. JEFF POTTS MENTIONED THIS. 
          THS IS A REAL COLLABORATION. WE'RE SUPER EXCITEDED TO AMPLIFY OUR ARTS, TUL  CULTURE AND HERITAGE WE'LL BE DOING A VIDEO AND MORE PR NATIONALLY ON HOSTINGS. 
          WITH ALSO ARE INCREASING OUR RESEARCH ABOUT 25% SO WE CAN CONTINUE TO FOCUS ON DATA-DRIVEN DECISIONS, VISITEDATION STUDY UPDATES, CHECK IMPACT AND 3% REDUCTION? OVERIS HEAD TO INCREASE THE CHALLENGES AND MAKE SOME CHANGES. SO OUR SUCCESS MEASURES. 
          WE WILL CONTINUE MEASURING PERFORMANCE FOR BUSINESS OUTCOMES AGAIN FOCUSED OUR SUCCESS IS NOT DEFINED PURELY BY PAID ADVERTISING AND OVERALL IMPRESSIONS. WE ARE FOCUSED ON OVERALL VISITATION, SHORTER SEASON, WEBSITE ENGAGEMENT, CONVERSION ACTIVITY, EXPOSURE, OVERALL ECONOMIC IMPACT AND A SOLID RETURN ON INVESTMENT FOR ST. JOHNS COUNTY. 
          IT WILL CONTINUE GUIDING EVERY DECISION. 
          SO IN CONCLUSION, THE FISCAL YEAR 2027 WILL SUPPORT LOCAL BUSINESSES, STRENGTHEN OVERALL DEMAND, WHILE PROTECTING QUALITY OF LIFE. I'M HAPPY TO ANSWER ANY 
          QUESTIONS. >> I'LL OPEN UP THE FLOOR. 
          ANYONE HAVE ANY QUESTIONS? >> I DO HAVE ONE GOING TO DRIVING YEAR-ROUND. WE USED TO SEE ROMANCE TOURISM ON THAT PAGE. IT WASN'T THERE THIS YEAR. 
          IS THERE A REASON WHY IT'S NOT THERE OR -- 
          >> ACTUALLY, WE CONSIDER IT TO BE DEFINITELY SOME SPECIAL TERMS OF USE. IT'S GOING TO BE INCORPORATED. 
          >> I'VE SEEN IT IN THE PAST AND I DIDN'T SEE IT ON THIS YEAR. 
          I'M WONDERING IF THERE WAS A CHANGE IN STRATEGY. 
          >> IT'S INTERESTING YOU REMEMBER SEEING THAT. 
          >> ANYONE ELSE? >> I HAVE A QUESTION. 
          CAN YOU GO A LITTLE BIT MORE INTO -- I KNOW YOU TOUCHED ON IT. CAN YOU GO A LITTLE BIT MORE INTO SPECIFICS ON HOW YOUR STRATEGY'S CHANGING AROUND SOCIAL AND GOE AND THAT REAL 7 OF THINGS. 
          ESPECIALLY TARGETING FAMILIES. >> WE'RE INCORPORATING EVERYTHING OUR ADVERTISING AGENCY IS BASED ON AI. ALSO EVERYTHING WE'RE DOING ON THE WEBSITE, WE'RE ACTUALLY CONNECTED WITH COMPANIES THAT HELP US WITH THE QUERIES. WE KNOW EXACTLY WHAT PEOPLE WERE SEARCHING FOR. WE ALSO ARE MAKING REALTIME 
          CHANGES BASED ON THOSE REQUESTS. >> I APPRECIATE YOU ACKNOWLEDGED THIS, BUT I THINK THERE'S A REAL OPPORTUNITY FOR THE TYPE OF CONTENT ON SOCIAL. I THINK IN MY OPINION, A LOT OF WHAT'S BEING DONE BY THE ADVERTISING AGENCY IS REALLY ASPIRATIONAL FEELING TO ME. AND I THINK THERE HAS BEEN A HUGE SHIFT IN THE MARKET FROM ASPIRATIONAL TO AUTHENTIC AND I NOTICE THAT LANGUAGE IN YOUR PRESENTATION. 
          SO I APPRECIATE THAT. I JUST THINK IN LOOKING AT THE ASSETS THAT ARE CURRENTLY OUT TH THERE. I'M ONE YOUR TARGET AUDIENCES, YOUNGER FAMILY, PURPOSEFUL PEOPLE. 
          SO I THINK IT'S NOT AS IDENTIFIABLE FOR ME WHEN I'M LOOKING AT IT. SO I THINK THERE'S OPPORTUNITY TO SUPPLEMENT SOME OF THAT ESPECIALLY ON SOCIAL WITH MORE AUTHENTIC STORYTELLING. SO I'M ENCOURAGED TO SEE THAT AS 
          PART OF THIS PLAN. >> THANK YOU. 
          >> WE DIDN'T DO PUBLIC 3 COMMENT AFTER JEFF. 
          SHOULD WE BE DOING PUBLIC COMMENT MICS? 
          [00:30:03]
I DIDN'T KNOW IF WE SHOULD BEING PUBLIC COMMENT. 
          >> YOU DON'T HAVE TO DO PUBLIC COMMENT FOR PRESENTATIONS THAT DON'T HAVE ANY VOTES, BUT A LOT OF TIMES ON THE AGENDA ITEMS, WE DO PUBLIC COMMENTS. IT'S UP TO THE CHAIR. 
          >> I THINK I'LL ASK FOR PUBLIC COMMENT. 
          THANK YOU, SUSAN. I APPRECIATE IT. 
          DO WE HAVE ANY PUBLIC COMMENT ON THIS PRESENTATION OR ON THE LAST PRESENTATION? SORRY, JEFF. 
          I DIDN'T THINK OF IT UNTIL YOU SAT DOWN. 
          [9. SJC CHAMBER OF COMMERCE CONTRACT RENEWAL]
NOW I DON'T FEEL BAD ABOUT IT. ISABELLE? 
          >> GOOD AFTERNOON. THANK YOU FOR THIS OPPORTUNITY TODAY TO PRESENT TO YOU OUR PROGRAM FOR 2026 AND 2029. 
          BEFORE WE START, I WOULD LIKE TO SHARE WITH YOU THAT WE HAVE STRUCTURED THIS PLAN TO BE COST CONSCIOUS, MEASURABLE AND DIRECTLY FOCUSED ON DELIVERY SERVICES AND ALL THIS AT A LOWER COST THAN THE CURRENT STRUCTURE. I ALSO WANT TO SHARE WITH YOU THAT THIS PROPOSAL IS REALLY A SHIFT FOR THE CHAMBER, A STRATEGIC SHIFT ON HOW WE PROPOSE TO SERVE OUR VISITOR ENGAGEMENT, DESTINATION ACTIVATION, AND AS WELL PARTNERSHIP. THIS PROPOSAL IS NOT BEING PRESENTED AS A CONTINUATION OF THE PAST. 
          WITH DELIVERABLE SPECIFIC DELIVERABLES AND ACCOUNTABILITY. 
          I WOULD LIKE TO SHARE WITH YOU THAT TODAY YOU WILL SEE THE PRODUCT DEVELOPMENT WORKING GROUP THAT HAVE THE EXPERIENCES FOR THE PAST SIX YEARS. AS WELL AS THE VICE CHAIR OF THE CHAMBER, THE STAFF AND IS RESPONSIBLE FOR THE EXECUTION OF THIS CONTRACT. THERE'S THE POWERPOINT. 
          >> THANK YOU. I APPRECIATE IT. 
          SO THIS PLAN PROPOSAL  DIVIDED IN THREE PORTIONS. 
          WE ARE TRANSITIONING AWAY FROM THE CURRENT VISITOR INFORMATION CENTER SINGLE BRICK AND MORTAR LOCATION TO ENABLE THE MODEL WHERE WE WILL ENGAGE VISITORS IN A LOCATION WHERE THEY ARE. 
          SECOND, THE CHAMBER WILL CONTINUE DESTINATION PRODUCT DEVELOPMENT THROUGH EXPERIENCE BUILDING ON EXISTING ASSETS AND INVESTMENT THAT HAVE BEEN MADE ADDING NEW RESOURCES TO HAVE IN-MARKET VISITORS, DURING THEIR STAY IN ST. JOHNS COUNTY. 
          THIRD, THE CHAMBER WILL CONTINUE TO SUPPORT THEIR CERTIFIED AUTISM DESTINATION INITIATIVE WITH EMPHASIS ON CREATING VISIBILITY FOR THE CURRENTLY CERTIFIED BUSINESSES AND EXPANDING OUTREACH TO BUSINESSES IN EARNING CERTIFICATION. 
          THE MOST SIGNIFICANT CHANGE IS THE TRANSITION AWAY FROM THE TRADITIONAL BRICK AND MORTAR LOCATION TO VISITORS INSTEAD OF WAITING FOR THEM TO COME TO US. 
          THIS BOARD HAS EMPHASIZED US TO VISIBILITY AND THE MOBILE VIC. 
          THIS SHIFTS AND RESPONDS DIRECTLY TO THE PRIORITY AROUND 
          [00:35:03]
VISIBILITY, VISITATION AND IN-MARKET ENGAGEMENT. 
          THE GOAL OF THE PROPOSED CONTRACT IS TO MEET VISITORS WHERE THEY ARE AT EVENTS, AT THE BEACH, LOCATION, OTHER ATTRACTION LOCATIONS, HOTELS, HIGH TRAFFIC LOCATIONS IN THE SURROUNDING AREA. THIS IS A CLEAREST EXAMPLE OF HOW THIS PROPOSAL IS CHANGING THE MODEL. 
          WE ARE NOT ASKING FOLLOWING THE SAME FIXED LOCATION APPROACH. 
          WE ARE ASKING TO FOLLOW A MODEL THAT IS SHOWING STRONGER ENGAGEMENT AND ALIGNED WITH HOW THE VISITORS ACTUALLY MOVE THROUGH THE DESTINATION. THIS SHIFT IS SUPPORTED BY BOTH DATA AND THE CHAMBER'S OPERATING DATA. 
          ACCORDING TO THE PRESENTATION THEY PRESENTED TO YOU BACK I BELIEVE IT WAS IN APRIL, THERE IS A 90% OF VISITORS CURRENTLY EXPERIENCE THE BEACH DESTINATION. 
          WITH ONLY 8% CHOOSE PONTEVEDRA FOR ORGANIZED ACCOMMODATION. 
          THIS TELLS US THERE IS A SIGNIFICANT FOR INFORMATION ABOUT THE EXPERIENCES. THIS IS ESPECIALLY IMPORTANT BECAUSE PONTE VEDRA IS A HIGH VALUED PART OF OUR VISITORS ECONOMY. IF WE LOOK AT THE JUNE PACKET THAT SHOWS THAT PONTE VEDRA'S PERFORMANCE INCLUDING HIGH OCCUPANCY, HIGH ADR AND FOR PONTE VEDRA REPRESENTS A MEANINGFUL SHARE OF THE TD T CORRECTION FOR APRIL AND SHOWS STRENGTH YEAR OVER YEAR. SO THE QUESTION IS NOT WHETHER PONTE VEDRA MATTERS. THE DATA SHOWS THAT IT DOES. 
          THE QUESTION IS WHETHER WE'RE GOOD ENOUGH TO HAVE VISITORS DISCOVER PONTE VEDRA BEYOND THE PROPERTY OR PLACES THEY ALREADY KNOW. THROUGH MARCH 26TH, THE ACTIVATION THAT WE CURRENTLY HAVE SHOWING 50 TO 80% OF THE MONTHLY VISITOR INTERACTION AND ENGAGEMENT. 
          THE OVERALL EN  ENGAGEMENT FROM THE FISCAL YEAR '23/'24 TO 1,978 CONTACTS FOR THE FISCAL YEAR '24/'25 AND THE CONTACTS ALREADY RECORDED FOR THIS IF IS CAL YEAR FROM OCTOBER '25 TO MAY '26. 
          THERE IS A BROAD FOCUS ON VIC VISITATION POINT TO A SHIFT TOWARDS VISITOR SERVICE BEING THE RIGHT DIRECTION. 
          SO UNDER THIS PROPOSAL THE CHAMBER WILL PROVIDE ENHANCED FOLLOW-UP, PARTNER INFORMATION, AND VISITOR INQUIRY TRAFFIC. 
          IT WILL GROW PARTNERSHIPS AT MOST LOCATIONS, PARTNER PARTICIPATION AND VISITOR ACTIVITY AS WELL. 
          SO IT WILL GO TO MORE AND MORE TO THE LAST YEAR OF THE CONTRACT FOR A TOTAL OF 111 VIC. THIS CONTRACT FOCUSES PRIMARILY ON PONTE VEDRA BEACH WITH AT LEAST 70% OF THE ACTIVATION TARGET IN THE PONTE VEDRA AREA, UP TO 30% WILL OCCUR AT STRATEGIC LOCATIONS THROUGHOUT THE COUNTY AND THROUGH THE SURROUNDING AREA TO PROMOTE PONTE VEDRA EXPERIENCES. 
          THIS WILL ALSO SUPPORT BROADER VISITOR DISPERSAL. 
          IT WILL HAVE MORE DIRECT VISITOR ENGAGEMENT THAN HAVE THE FACILITY TO OVERALL COSTS PER ENGAGEMENT AND MORE OPPORTUNITY FOR VISITORS TO ENGAGE WITH ALL DESTINATIONS. 
          THE VEHICLE IS INCLUDED IN THE ANNUAL CONTRACT REQUEST. 
          IF THE TD C DESIRES A HIGHER VISIBILITY MOBILE VIC PRESENCE 
          [00:40:04]
IN THE FUTURE, THEN THE CHAMBER SUGGESTS CONSIDERING A DESTINATION VEHICLE AS A SEPARATE CAPITAL INVESTMENT. 
          THE FULFILLMENT OF THE CONTRACT DOES NOT DEPEND ON THE VEHICLE. 
          THIS WAS A SUGGESTION FOR ADDITIONAL VISIBILITY. 
          THE SECOND PART OF THIS PROPOSAL IS THE CHAMBER WORK ON THIS PONTE VEDRA. WE WERE BUILT ON THE INVESTMENT WE ALREADY MADE IN PONTE VEDRA BEACH AROUND THE THREE PILLARS, WELLNESS, NATURE, CULTURAL HERITAGE. 
          WE MENTIONED EARLIER THE NATURE AND THE PLANS. 
          THAT ALIGNS VERY WELL. THOSE ELEMENTS WERE CREATED OVER THE PAST SIX YEARS WITH MORE THAN FORTY BUSINESS AND IS ORGANIZATIONS WORKING TOGETHER WITH US. 
          WE WILL HAVE VISITED TORS WHAT THEY CAN DO, WHAT EXPERIENCE THEY CAN COMBINE AND HOW THEY SHOULD SPEND THEIR TIME AND MONEY IN PONTE VEDRA AND DURING OR IF IT IS JUST A PLANNED RETURN STAY FOR THEM. THIS IS A PONTE VEDRA-SPECIFIC EXPERIENCE ACTIVATION. THE GOAL IS TO HAVE VISITORS USE THE DESTINATION MORE FULL HI ONCE THE AWARENESS IS ALREADY CR AND ONCE THEY ALREADY ARE IN MARKET. SO THIS INCLUDES CONTINUED EXPERIENCE PONTE VEDRA, CREATED AN EXPERIENCE RECOMMENDATION, SHORT FORM, FIRST-PERSON TRAVEL LOG AND EXPERIENCE PONTE VEDRA LIKE A LOCAL, RESOURCE TO SHOW VISITORS BASED ON RECOMMENDATIONS AND INFORMATION FROM NOT ONLY RESIDENTS BUT THE DEVELOPMENT EXPERT AS WELL. SUSAN MENTIONED THE IMPORTANCE OF AUTHENTICITY. THE STUDY INDICATED THE AUTHENTICITY IS KEY TO DRIVER VISITOR BEHAVIOR AND THE INCLUSION OF TRIP EXTENSION AND INCREASED SPENDING. 
          OUR PLAN FOR LOCAL  IMMERSIVE CONTENT AND RECOMMENDATION, PERSONAL STORIES, CAPITALIZING THE DATA TO ATTRACT VISITORS TO PONTE VEDRA WHEN THEY ARE ALREADY NEARBY AND TO ENTICE THEM TO STAY LONGER IN THE AREA OR IN PONTE VEDRA ITSELF. 
          I WANT TO BE CLEAR ABOUT THE TYPE OF CONTENT WE ARE PROPOSING. THIS IS A VISITOR-USE CONTENT, NOT MARKETING CAMPAIGN. THE CHAMBER'S FIRST N PERSON TRAVEL LOG IS DESIGNED TO HELP VISITORS UNDERSTAND WHAT TO EXPECT AT A SPECIFIC EXPERIENCE. WHERE TO PARK. 
          HOW TO ACCESS IT. IS IT NEARBY? WHETHER IT WORKS FOR FAMILIES. HOW CAN I FIT THIS IN MY DAY. 
          THE CHAMBER'S CONTENT IS INTENDED TO SUPPORT VIC ACTIVATION AND IN-MARKET DECISION-MAKING. 
          TARGETING VISITOR VISITOR WILL ALREADY IN THE AREA AND THE INFORMATION AND TOOLS TO EN HAPPENS THEIR VISITS, INCLUDING ENGAGE. I THINK WE CAN ALL AGREE THAT THE VIC DOES A GREAT JOB OF STORYTELLING IN ST. JOHNS COUNTY TO POTENTIAL VISITORS AND WHY THEY SHOULD COME. 
          THE CHAMBER WORK IN PONTE VEDRA, HOWEVER, IS FOR THOSE VISITORS WHO WERE BROUGHT HERE THROUGH THE EFFORT. 
          WE ARE EXTENDING AND DUPLICATING THE LARGE INVESTMENT IN TOURISM DEVELOPMENT. THE SAME IS TRUE FOR THE CULTURAL COUNCIL. THE CULTURAL COUNCIL IS ART, CULTURE, HERITAGE, GRANT MAKING, PUBLIC ART AND CULTURAL PRODUCT WHERE THOSE ASSETS CONNECT WITH PONTE VEDRA EXPERIENCE THE CHAMBER ROLE IS TO PACKAGE AND ACTIVATE THEM THROUGH VISITOR AND ENGAGEMENT. THAT IS WHY I WOULD LIKE TO DESCRIBE OUR TOURISM PARTNER DISTRICT THIS WAY. 
          WE HAVE A DISTINCT ROLE WITH SHARED OUTCOMES AND THE V CREATES DESTINATION TO CULTURAL COUNCILOR TO CULTURAL HERITAGE AND PUBLIC ART ASSETS IN THE CHAMBER ACTIVATES PONTE VEDRA 
          [00:45:03]
EXPERIENCE THROUGH VIC, VISITOR USE TO MARKET ENGAGEMENT. 
          OUR SHARED OUTCOME IS THAT VISITORS STAY LONGER, EXPLORE MORE, SPEND MORE ACROSS ST. JOHNS COUNTY. 
          THE CONTENT OF THE PROGRAM DEVELOPED THROUGH THE DESTINATION TEND TO COMPLIMENT THE WORK OF THE VCD AND THE CULTURAL COUNCIL AS TOURISM PARTNERS. 
          THE THIRD PART OF THIS STRATEGY IS THE CONTINUED SUPPORT OF THE CERTIFIED AUTISM INITIATIVE. ST. JOHNS COUNTY HAS ALREADY MADE MEANINGFUL PROGRESS IN POSITIONING ITSELF AS A WELCOMING DESTINATION FOR FAMILIES WITH DIVERSE NEEDS. 
          THROUGH THE CERTIFICATION EFFORT, TWENTY BUSINESSES AND ATTRACTIONS HOLD THE CERTIFCATE AUTISM DESTINATION. 
          WE CURRENTLY HAVE ONE MORE BUSINESS WHICH LEADS US RIGHT NOW ONE BUSINESS AWAY FROM THE FULL CERTIFIED DESTINATION. 
          THE FIRST ONE WOULD BE THE IN ST. JOHNS COUNTY AND THE STATE OF NORD. FLORIDA THE CREDENTIALING ORGANIZING, THE CERTIFIED BUSINESSES IN ST. JOHNS COUNTY HAVE RECEIVED MORE THAN 2.5 TWO YEARS. WITH MORE THAN 273 PEOPLE REACHED THROUGH THIS COVERAGE. THE MOMENTUM IS UNDENIABLE. 
          AUTISM FRIENDLY MARKET HAS APPROXIMATELY 1.42 BILLION DOLLARS GLOBALLY IN 2024. IT'S PREDICTED TO GROW TO 4 BILLION IN 2033 WITH A GROWTH OF 13.7%. 
          SO GLOBALLY, FOR THAT NORTH AMERICA IS ACTUALLY THE LARGEST SHARE OF THAT MARKET WITH 42%, WHICH IS ABOUT CLOSE TO 600 MILLION IN 2024. IT ALSO IDENTIFIES FAMILY AS THE LARGEST TRAVELER TYPE. THIS MATTERS TO ST. JOHNS COUNTY BECAUSE OUR VISITOR PROFILE ALREADY IS REFUNDING IT HELPS FAMILIES WITH DIVERSE NEEDS TO GIVE ST. JOHNS COUNTY A MEANINGFUL AND PRACTICAL WAY TO ENSURE THAT WE'RE PREPARED TO WELCOME FAMILIES, THIS INITIATIVE IS ALSO TARGETED INCLUSIVE TOURISM STRATEGY THAT SUPPORTS FAMILIES, TRAVEL READINESS, ACCESSIBILITY AND VISITOR CONFIDENCE AND MEDIA AND DESTINATION DIFFERENT YEASING. REDUCING THE BARRIER FANLLY. 
          IT IS NOT JUST ABOUT GETTING THE BUSINESS CERTIFIED. 
          IT IS ABOUT MAKING CERTIFICATION VISIBLE AND USABLE FOR VISITORS. 
          THIS CERTIFIED BUSINESSES INTO THE EXPERIENCE PONTE VEDRA.COM, OUR VIC CONVERSATION, VISIT ITINERARY, ARTICLE, VIDEO AND PARTNER COMMUNICATION. THIS IS WAY TO MOVE FROM CREDENTIAL TO A VISITOR-FACING ASSET. 
          SO FAR, THE CHAMBER HAVE LED THE CERTIFICATION EFFORT TO HELP BUSINESSES ACHIEVE THE CERTIFICATION. 
          THE NEXT OPPORTUNITY IS TO TURN CERTIFICATION INTO A MARKETED TOURISM ASSET. THE GREATER ENGAGEMENT FROM OUR TOURISM PARTNER IN PROMOTING ST. JOHNS COUNTY AS A DESTINATION FOR AUTISTIC FAMILIES AND FAMILIES AND INDIVIDUALS, AND REACHING THE PROGRAM IN THE TD C INVESTMENT WITH GREATER RETURN AND STRONGER AWARENESS AND MORE QUALIFIED FAMILY TRAVEL INTERESTS AND BETTER USE OF THE VISITOR EXPERIENCE. 
          TO SUPPORT IN INITIATIVE OUTLINE HERE THE CHAMBER HAS REQUESTED 215,000 DOLLAR ANNUALLY FOR '26/'27 CONTRACT TERM. 
          THIS IS APPROXIMATELY 7% LOWER THAN THE CURRENT STRUCTURE OF 231,000. I RECOGNIZE THIS YEAR IS WHERE 
          [00:50:01]
FUNDING REQUESTS WILL BE READ CAREFULLY AND THE CHAMBER HAS STRUCTURED THE PROPOSAL TO BE COST CONSCIOUS, MEASURABLE, FOCUSED DIRECT TO VISITOR SERVICE DELIVERY. 
          THIS REQUEST REPRESENTS 0.8% OF THE BUDGET AND WILL BE A MODEST TACTICAL INVESTMENT IN FOURTH LINE ENGAGEMENT. 
          IT IS ALSO IMPORTANT TODAY TO QUALIFY WHAT IS NOT INCLUDED IN THIS REQUEST. THE VIC VEHICLE IS NOT INCLUDED IN THE ORIGINAL CONTRACT AND THE PONTE VEDRA AND PONTE VEDRA BEACH BASELINE STUDY ISN'T INCLUDED IN THE ANNUAL CONTRACT. 
          BOTH ARE FOR SEPARATE CONSIDERATION. 
          FINALLY THE CHAMBER IS COMMITTING TO REPORTING AND ACCOUNTABILITY, WE WILL PROVIDE QUALITY REPORTS TO THE TD C AND VIVATIONS, DEPLOYMENTS, VISITOR CONTACT AND ENGAGEMENT, DIGITAL ENGAGEMENT, PARTNER ENGAGEMENT, CERTIFIED AUTISM DESTINATION AND OTHER OUTCOME. AT THE END OF EACH CONTRACT YEAR, WE'LL PROVIDE A SUMMARY OF THE PROGRESS OUTCOME AND RECOMMENDATIONS. I ALSO WANT TO ADDRESS MEASURING DIRECTLY THE CHAMBER CAN ONLY DIRECTLY REPORT ON WHAT THEY CAN CONTROL. THE VIC ACTIVATION, VISITOR CONTACT, VISITOR QUESTION, QR SCAN, DIGITAL ENGAGEMENT, PARTNER PARTICIPATION, CAMPAIGNS AS WELL. 
          EXTEND THE VALUE OF ST. JOHNS COUNTY'S ORDER TO RESUME INVESTMENT. THIS CONCLUDES MY REPORT. 
          THANK YOU. IF YOU HAVE ANY QUESTIONS, I'D 
          BE HAPPY TO ANSWER. >> I'LL OPEN IT UP FOR THE FLOOR. ANY QUESTIONS? 
          >> FOR CLARIFICATION, YOU SAID THE MOBILE UNIT IS NOT INCLUDED IN THIS BUDGET. SO WHAT'S THE DIFFERENCE BETWEEN THE MOBILE VEHICLE AND THE MOBILE VIC? 
          >> THE DIFFERENCE, IF I CAN GO BACK HERE, IS WE ALREADY ARE DOING RIGHT NOW BUT NOT TO THE LEVEL BECAUSE WE HAD TO MAINTAIN A PHYSICAL LOCATION. THIS IS WHAT IT LOOKS LIKE. 
          WE HAVE EVERYTHING THAT IS READY. 
          THIS IS NOT  DEPENDENT ON THE FULFILLMENT OF THE CONTRACT. 
          >>  DOES IT INCLUDE A STAFF PERSON FOR THIS? 
          >> YES. >> SEPARATE FROM THE VEHICLE 
          ITSELF? >> YES. 
          THE VEHICLE IS SEPARATE IS. >> MAYOR? 
          >> I GUESS MY QUESTION IS MORE BROAD, AND I DON'T KNOW IF IT'S FOR ISABELLE OR NOT. BUT WHEN I WAS READING ALL THE MATERIALS IN THE BACKUP FOR THIS MEETING, I APPRECIATE THE SLIDE THAT HAS ALL THREE ENTITIES AND FORGIVE ME, I'M THE NEWBIE HERE. 
          I HAVE BEEN STRUGGLING WITH TRYING TO FIGURE OUT HOW DO WE ENSURE THAT EVERYONE IS PLAYING THEIR ROLE AND NOT DUPLICATING SERVICES? I APPRECIATE THAT JEFF SAID THAT HE AND SUSAN HAVE HAD CONVERSATIONS AND HE'S SHIFTING THINGS TO THE VCV BECAUSE THEY'RE DOING IT BETTER. 
          DO WE HAVE ROLES AND RESPONSIBILITIES OF EACH ORGANIZATION AS THE TD C OR A STRATEGIC PLAN OR VISION THAT KIND OF OUTLINES THAT TO ENSURE THAT EACH ORGANIZATION IS KIND OF DOING WHAT THEY'RE SUPPOSED TO BE DOING? THE SECOND PART OF MY QUESTION IS ABOUT THE AUTISM. 
          I THINK IT'S AWESOME. BUT IF WE'RE GOING TO BE INVESTING THE MONEY IN IT, I WANT TO MAKE SURE THAT WE'RE ALSO INVESTING THE MONEY TO MARKET IT AND SO WHAT EFFORTS 
          ARE BEING DONE TO MARKET THAT. >> THERE WAS 17,000 FOR 
          MARKETING SPECIFICALLY. >> I KNOW. 
          WE DO NOT -- >> CAN YOU GO BACK TO THAT 
          SLIDE. >> I'M HAPPY TO GO BACK TO THAT SLIDE. I MAY NEED TO CLARIFY TO THE SECOND PART OF THE QUESTION. I'M NOT SURE I'M THE PERSON TO ANSWER THAT QUESTION. BUT I THINK THAT MAYBE YOUR 
          [00:55:06]
          QUESTION -- LET'S SEE. >> THAT WAS -- 
          >> HERE WE GO. THE ONE THAT HAD THE NUMBERS GO AGAIN. PLEASE. 
          >> I THINK YOUR QUESTION IS RELATED TO DESTINATION AND MARKETING. THISES 17,000 IS FOR US TO BE ABLE TO WORK WITH ALL THE BUSINESSES FOLLOW-UP, ONBOARDING, MEETING, THE PROJECT AND HOW IT WORKS. 
          EXPLAINING THE CERTIFICATION TO ALL THE BUSINESSES AND ALSO ENSURING THEIR RETENTION IN THE PROGRAM SO WE MAINTAIN THIS 21 NUMBER OF BUSINESSES WE NEED FOR THE DESTINATION TO BE CERTIFIED. 
          WE ARE NOT MARKETING. WE CREATE ASSETS TO BE MARKETED. 
          I'M NOT SURE I'M THE PERSON TO ANSWER THAT QUESTION. 
          >> NOW I'M CONFUSED. THANK YOU FOR THAT QUESTION. 
          I SAW THAT AS PROMOTING THAT. >> PROMOTING TO BUSINESSES. 
          >> I'M ONE OF THE PARTICIPANTS. WHO'S GETTING THAT $17,000? WHERE IS THAT MONEY GOING DIRECTLY? I HAD THAT IN MY MIND GOING OUT TO MARKET. 
          THESE ARE THE TROLLEYS AND AUTISM CERTIFIED -- I WANT TO KNOW WHERE THAT 17,000'S GOING NOW BECAUSE I HAD IT IN MY MIND THAT THAT'S WHAT THAT WAS GOING TO ON THAT MARKETING SIDE. THANK YOU FOR THAT QUESTION. 
          >> I THINK THERE IS A QUESTION R DIFFERENCE IN IN-MARKET PROMOTION. I THINK THAT WE'RE TALKING ABOUT OUT OF MARKET PROMOTION. THIS IS IN-MARKET PROMOTION. 
          SO US REACHING OUT BUSINESSES ARE CERTIFIED IN THE MARKET. 
          >> WHO'S GETTING THAT 17,000? THROUGH THE CHAMBER AND IT'S PAYING THE SALARY OF SOMEONE TO GO OUT AND DO THIS? 
          >> IT'S PAYING THE WORK THAT WE ARE DOING TO MAKE THOSE VISITS AND ALL OF THAT, THE SPECIFIC TASK. 
          >> I THOUGHT THAT WAS GOING OUT TO PROMOTE. 
          >> IT INCLUDES THE PROMOTION SO THE MEETING, IT DOES INCLUDE MEETING WITH ALL THOSE BUSINESSES AND WORK WITH THEM EXPLAINING SOMETHING TO HAVE MORE THAN ONE MEETING WITH THEM. 
          BECAUSE WE START WITH THE FIRST MEETING MAYBE WHERE THEY SEE THE ORGANIZATION AND THEY WANT US TO HAVE ANOTHER MEETING OR A THIRD MEETING WITH SOMEBODY WHO'S GOING TO BE IN CHARGE OF HAVING THEIR STAFF BEING CERTIFIED. IT MAY TAKE UP TO THREE MEETINGS WITH ONE BUSINESSES TO EXPLAIN THE SITUATION AND THEN WE ARE WITH THEM ALL WAIT WITH THE ONBOARDING, AND THEN WE FOLLOW UP AFTER AND PROMOTE THEM ALONG ON THEIR CERTIFICATION. 
          THIS IS IN-MARKET PROMOTION. THIS IS NOT USED FOR US TO -- 
          >> I WOULD  DEFINE IT AS RECRUITING AND NOT PROMOTION. 
          IF SHE DOESN'T ASK THAT QUESTION, I WOULD HAVE COMPLETELY THOUGHT THAT WAS HELPING MY ORGANIZATION WHO HAS SIGNED UP FOR IT SAY, HEY, WE ARE CERTIFIED. 
          SO I WOULD SAY THAT'S RECRUITING MORE THAN PROMOTION AND MY -- I COMPLETELY MISREAD THAT AND I DON'T KNOW IF IT'S MY OWN IGNORANCE OF WHEN I READ IT. IF YOU DIDN'T ASK THAT QUESTION, I WOULD NOT HAVE KNOWN. THANK YOU, MAYOR, FOR ASKING 
          THAT. >> I WOULD LIKE TO CLARIFY. 
          IT DOES INCLUDE MEETING WITH THOSE BUSINESSES BUT WE ALSO PROMOTE SOCIAL MEDIA AND ALL THE BUSINESSES AND CONSTANTLY PROMOTE THEM. AND WE WILL INCLUDE THAT PROMOTION INTO THE DESTINATION ARCHITECT. 
          WE CREATE THE ITINERARY FOR THE VISITORS WHO ARE HERE WHO HAVE AUTISM- AUTISM-FRIENDLY TO BE ABLE TO STAY AT AUTISM FRIENDLY. WE WILL HAVE THAT READY FOR THEM 
          BECAUSE THEY ARE IN MARKET. >> I STILL SUPPORT THE PROGRAM. 
          >> I WANT TO CLARIFY. >> I DEFINITELY WAS LOOKING AT IT COMPLETELY DIFFERENT. WITH THE WAY IT WAS WORDED. 
          >> I KNOW A COUPLE OF YEARS AGO THE SUBJECT OF THE VISITORS INFORMATION CENTER IN PONTE VEDRA BEACH CAME UP IN TERMS OF ITS EFFECTIVENESS AND SHOULD IT CONTINUE AS A BRICK AND MORTAR TYPE SITUATION. NOW THAT WE'RE TALKING ABOUT A MOBILE VIC, LOOKING AT SOME OF THE DATA IN THE REPORT HERE, IT SAYS THAT THE VISITORS SERVE PURPOSE IN MAY WAS 25 AND THAT THEY RECEIVED FOUR PHONE CALLS. I DON'T KNOW IF WE WANT TO 
          [01:00:05]
CONTINUE THAT CONVERSATION. IS IT REALLY NECESSARY TO HAVE A VISITORS' CENTER IN PONTE VEDRA BEACH IF WE'RE ONLY GETTING ONE A DAY TYPE OF VISITOR AND FOUR PHONE CALLS VERSUS THE VIC PROGRAM AND THEN EVEN THE VIC NUMBER WAS 149 BUT IT WAS DONE AT THE LIBRARY AND I DON'T KNOW HOW MUCH TOURISM WE'RE GETTING AT THE LIBRARY. ARE WE REACHING TOURISTS OR LOCALS? I JUST NEED A LITTLE BIT MORE INFORMATION ABOUT THE RETURN ON INVESTMENT WITH ALL OF THOSE. 
          I THINK IT WOULD BE GOOD CONVERSATION. 
          >> ANYBODY ELSE HAVE A COMMENT ON THAT ONE? 
          >> I THINK WHEN WE GET TO THE BUDGET DISCUSSION, I THINK A BROADER DISCUSSION ABOUT VISITOR CENTERS. 
          I'VE BEEN SAYING FOR A COUPLE OF YEARS NOW THAT VISITOR CENTERS ARE PASSE AND I HEARD SUSAN EARLIER TODAY DISCUSSING AN APP AND IT SEEMS TO ME THAT AN APP IS A MUCH MORE COST EFFECTIVE WAY. WE SPEND $650,000 ON VISITOR CENTERS. I DON'T SUSPECT THAT APP IS GOING TO COST $650,00 AND IT'S A ONE-TIME EXPENSE. 
          SO I THINK WE NEED TO HAVE AN IN-DEPTH DISCUSSION TIED INTO THE BUDGET TO SEE WHAT'S THE MOST EFFECTIVE USE OF OUR BUDGET. THANK YOU. 
          >> WE'LL EXTEND THAT TO THE BUDGET SIDE IS WHAT YOU'RE SUGGESTING. OKAY. 
          ANYBODY ELSE HAVE ANY COMMENTS FOR ISABELLE?   I JUST HAVE CLOSING COMMENTS. JUST TO ADDRESS WHAT YOU WERE SAYING EARLIER, IF YOU LOOK AT THE DATA, THE MAIN REASON WE'RE SHIFTING IS BECAUSE OF THE NUMBERS YOU MENTIONED. 
          A COUNCIL WANTED TO SEE INTERACTION, ENGAGEMENT VISITORS. WE'VE BEEN INNOVATIVE. 
          AS FAR AS THE LOCATION, WE WOULD LOVE TO CONTINUE WORKING WITH PARTNER HOSTS AND HAVE A LOCATION, FOR EXAMPLE, IN THE PAST. WE HAVE A LOCATION. 
          WE HAVE A CONVENTION THEY CALL US AND WE WE GO THERE. 
          THIS IS THE TYPE OF LOCATION WE WOULD LIKE TO SEE. 
          NOW, SURPRISINGLY, YOU WOULD BE VERY SURPRISED AT THE NUMBER OF PEOPLE THAT COME TO THE LIBRARY AND GET ALL THE INFORMATION FROM US BECAUSE THE VISITORS ARE HERE AND THEY ARE STAYING AT THEIR HOUSE AND THEY WANT THEM TO WANT TO KNOW WHAT THERE IS TO DO IN PONTE VEDRA. SO THAT'S WHY WE'VE BEEN CONTINUING THAT AND ALSO THE REQUEST OF THE LIBRARY BECAUSE THEY GET A LOT OF VISITORS COMING OR A LOT OF RESIDENTS WHO HAVE VISITORS AND THEY DON'T KNOW HOW TO PROVIDE THE ANSWER WILL ASK US IF WE CAN I PROMISE TO EXPAND IN OTHER LOCATIONS THAT ARE MORE VISITOR HIGH TRAFFIC, THE BEACH AREA, OTHER LOCATIONS THAT ARE EFFICIENT IN HIGH TRAFFIC. WE'LL GIVE YOU A CONTEXT THERE. 
          >> THANK YOU. DO WE HAVE ANY PUBLIC COMMENT? PLEASE COME UP. GIVE YOUR NAME. 
          CHARLES, YOU HAVE TO READ THE LETTER, SIR. 
          >> THIS TIME THE BOARD WILL HEAR GENERAL PUBLIC COMMENT ON MATTERS THAT ARE NOT SCHEDULED FOR ACTION ON TODAY'S AGENDA. 
          WHEN ADDRESSING BOARD, PLEASE COME TO ONE OF THE THREE PODIUMS AND STATE YOUR NAME AND ADDRESS. EACH PERSON WILL BE PROVIDED THREE MINUTES TO SPEAK AND WE ASK THAT YOU SPEAK DIRECTLY INTO THE MICROPHONE. SPEAKERS WILL COMPLY WITH THE BOARD'S RULES OF CIVILITY AND DECORUM. 
          SPEAKERS MAY NOT DEMAND AN IMMEDIATE RESPONSE FROM THE BOARD. NO PERSON WILL ADDRESS THE BOARD WITH PERSONAL IMPERTINENT OR SLANDEROUS REMARKS OR WITH BOISTEROUS BEHAVIOR. MEMBERS OF THE AUDIENCE WILL REFRAIN FROM ANY DISRUPTIVE DEMONSTRATION OF APPROVAL OR DISAPPROVAL OF ANY OF THE COMMENTS. 
          ANY PERSON THAT FAILED FAILS TO COMPLY WITH THESE RULES MAY BE REMOVED IN THE AUDITORIUM. ANY SPEAKER THAT WOULD LIKE TO PRESENT MATERIALS PLEASE UTILIZE THE CENTER PODIUM, PAPER CAN BE PLACED ON THE "X" FOR OUR OVERHEAD CAMERA TO DISPLAY AND A LAPTOP WILL BE SET UP FOR ANY USB PRESENTATIONS. 
          PLEASE PROVIDE THE MATERIALS TO STAFF, THE CLERK OF THE COURT TO BE ENTERED INTO PUBLIC RECORD. THANK YOU. 
          >> EXCELLENT JOB. PUBLIC COMMENT. 
          >> I AM THE AMBASSADOR WITH THE DISEASE VECTOR EDUCATION CENTER WHICH IS AN ARM OF THE MOSQUITO CONTROL DISTRICT HERE IN ST. 
          [01:05:01]
JOHNS COUNTY. DISEASE VECTOR EDUCATION CENTER, IT IS THE MOUTHFUL BUT WHEN WE ARE ST. JOHNS COUNTY'S BEST KEPT SECRET. WE ARE AUTISM CERTIFIED. 
          I'M PROUD TO WEAR MY BADGE THAT DISPLAYS THAT. 
          WE EARNED OUR CERTIFICATION THIS PAST YEAR. 
          I WANT TO BUILD ON WHAT ISABELLA SAID. 
          IT TOOK OUR ORGANIZATION AT LEAST THREE MEETINGS BECAUSE WE HAD DIFFERENT LEVELS TO GET PEOPLE TO UNDERSTAND WHAT THE IMPORTANCE WAS, WHAT THE IMPLICATION WAS GOING TO BE AND HOW WE COULD BENEFIT AND GIVE BACK TO OUR COMMUNITY. 
          THE DISEASE VECTOR EDUCATION CENTER IS THE ONLY VECTOR EDUCATION CENTER IN ALL OF THE UNITED STATES. 
          THERE IS ONE IN CHINA. OUR GOAL IS TO EDUCATE THE PUBLIC, ALL OF THE PUBLIC, BEING INCLUSIVE, ABOUT HOW WE CAN CONTROL MOSQUITOES IN OUR OWN BACKYARD. 
          WE HAD A FAMILY VISIT US LAST WEEK. 
          I'M DELIGHTED I WAS THERE TO INTRODUCE THEM TO THE DISEASE VECTOR EDUCATION CENTER. IT WAS A MOM WITH FOUR CHILDREN, TWO OF HER CHILDREN WERE ON THE AUTISM SPECTRUM. 
          SHE SELF-DISCLOSED THAT AS SHE CAME INTO THE ORGANIZATION. 
          AND ASKED AT THE FRONT COUNTER, WOULD IT BE OKAY IF THEY WERE TO COME AND VISIT. AND SHE WAS VERY SECRETIVE ABOUT THIS, ALMOST EMBARRASSED, ABOUT THE FACT THAT SHE HAD CHILDREN WITH SPECIAL NEEDS. WE EMBRACED WITH THEM AND SHARED WE WERE AUTISM CERTIFIED. SHE DID NOT KNOW THAT. 
          AND WHEN WE TOLD HER WHAT IT IS WE DID AND HOW WE PROVIDE SENSORY BAGS FOR OUR FAMILIES WHO MAY NEED THOSE, THE WOMAN HAD TEARS IN HER EYES. SHE COULDN'T BELIEVE THAT THERE WAS A PLACE THAT WAS GOING TO ALLOW HER, EMBRACE HER AND SHE HAD TWO CHILDREN. AND HER CHILDREN WERE SEVERE IN TERMS OF THEIR DEGREE OF AUTISM. AND IT WAS PROBABLY THE MOST POSITIVE EXPERIENCE THAT SHE SAID SHE HAD EVER HAD IN ST. 
          JOHNS COUNTY. NOW, I WANT YOU TO KNOW THAT WHEN WE DECIDED TO BECOME AUTISM CERTIFIED, IT WAS A GIFT TO OUR ORGANIZATION. IT WAS A GIFT TO OUR PARENTS, A GIFT TO OUR FAMILIES AND STAFF. WE HAVE ALL BECOME DIFFERENTLY MOTIVATED AND UNDERSTANDING AND IT SPEAKS TO OUR HEART. 
          WHEN WE SEE THESE FAMILIES COME AND REALIZE THIS IS A SAFE PLACE. WE CAN BE A FAMILY. 
          WE CAN LEARN. WE CAN EXPERIENCE. 
          AND THEY'RE PROUD TO BE PART OF ST. JOHNS COUNTY WHETHER THEY BE VISITORS OR THEY BE RESIDENTS OF THE COUNTY. 
          I DID BRING A SENSORY BAG WITH ME TO SHOW YOU TODAY WE OFFER TO THE FAMILIES. NOT EVERY FAMILY SELF-DISCLOSES. 
          WE, AS STAFF, HAVE GOT EXTENSIVE EDUCATION ABOUT WORKING WITH PEOPLE ON THE SPECTRUM. WE SHOW THEM WE MAY HAVE SOME THINGS THAT WE OFFER AND WOULD BE SAFE AND MAKE IT MORE COMFORTABLE FOR THEIR FAMILY. SO WE'RE AUTISM CERTIFIED. 
          WE ARE PROUD. WE WILL CONTINUE THAT CERTIFICATION. AND THANK YOU MISS ISABELLE FOR YOUR COMMITMENT TO MAKING THIS HAPPEN. 
          IF ANYBODY WANTS TO SEE A SENSORY BAG, I WOULD BE HAPPY TO SHARE IT WITH YOU. YOU WANT ME TO PASS IT AROUND? 
          >> I THINK IF YOU CAN LEAVE IT WITH THE CLERK, WE'LL CHECK IT OUT. THANK YOU VERY MUCH. 
          DO WE HAVE ANYBODY ELSE TO TALK ON THIS TOPIC? I DO NEED TO RECOGNIZE DAVID CHATTERTON SENT A LETTER TO US BOARD MEMBERS SUPPORTING THE AUTISM CERTIFICATION. 
          THEY ARE ALSO DAVID CHATTERTON IS HISTORIC TOURISM AMERICA. 
          AND I'M NOT GOING TO READ THE ENTIRE LETTER, BUT IT WAS IN SUPPORT OF THE AUTISM PROGRAM AND THEY ARE CERTIFIED ALSO WITH THE PROGRAM THAT ISABELLE HAS PUT TOGETHER FOR AUTISM. 
          AND I DON'T KNOW -- IS THERE ANYONE ELSE WHO HAS A COMMENT 
          BEFORE I MAKE -- >> JUST ON THE LETTER, I APPRECIATE IT AS WELL. I KNOW THAT'S NOT A VOTE ON THIS PARTICULAR THING BUT I THINK IT'S VERY WELL WRITTEN AND IT REALLY DESCRIBES THE IMPORTANCE OF WHAT'S HAPPENING THERE. 
          THANK YOU. >> AND I AM A FATHER OF TWO AUTISTIC BOYS AND VERY APPRECIATIVE OF THE PROGRAM. 
          [10. FY27 TOURISM BUDGET DISCUSSION]
YES, SIR SI YES, SIR SI, YOU'RE UP. 
          YOU HAVE THREE MINUTES. >> SO GOOD AFTERNOON, JESSIE DUNN. COUNTY ADMINISTRATION. 
          I AM GOING TO PRESENT CONTINUE THE CONVERSATION ON OUR TD T BUDGET DISCUSSION. CERTAINLY A LOT GOING ON WITH THIS. A LOT GOING ON WITHIN THE STATE OF FLORIDA. WE'LL TALK ABOUT ALL THESE ITEMS 
          [01:10:05]
TODAY. HOPING THIS IS A ROBUST CONVERSATION. I WILL LIKE TO GET CONSENSUS FROM THIS GROUP AS WE GO THROUGH EACH OF THE CATEGORIES TODAY. 
          AS AN UNDERLYING OR OVERLYING CONCEPT HERE IS THIS TDKRCHLTD SERVES AS AN ADVISORY GROUP TO THE BOARD OF COUNTY COMMISSIONERS AND SO IF I CAN GET INFORMATION FROM THIS GROUP PREFERABLY THROUGH CONSENSUS TO BRING FORWARD AS WE GET TOWARDS OUR RECOMMENDED BUDGET. SO KIND OF GOING THROUGH OUR TIMELINE. WE TALKED AT THE LAST COUNCIL MEETING ABOUT REVENUE PROJECTIONS. 
          WE DECIDED AGAIN A CONSENSUS WAS TO GO WITH ABOUT A 3% ESTIMATE FOR THIS YEAR ON OUR REVENUES ABOVE LAST YEAR. 
          WE HAVE STARTED WITH A  3% FOR FISCAL YEAR '27. 
          CURRENTLY TO DATE, WE'RE AT ABOUT 2.3% FOR THE YEAR. 
          SO THE 3% MARK WE HAVE RIGHT NOW IS IN LINE FOR A CONSERVATIVE BUDGET GUY, THEY MIGHT WANT TO BRING IT DOWN. 
          WE STARTED WITH THAT 3 AND 3. I THINK WE'RE MOVING ALONG WE TALKED ABOUT BRINGING FORWARD THE BUDGET HERE IN JUNE AND AT THIS POINT BECAUSE I CERTAINLY HAVE RECEIVED COMMENTARY AND COMMENTS AND PHONE CALLS ABOUT THE BUDGET ITSELF. 
          THIS IS THE INITIAL BUDGET DISCUSSION. 
          THIS IS NOT -- I'M GLAD JEFF POTTS SAID THIS, NOT TO CALL HIM OUT AT ALL ON THIS. BUT HE SAID, YOU KNOW, THIS IS WHAT THE RECOMMENDATION IS. THERE ARE NO RECOMMENDATIONS YET IN THIS BUDGET. THIS IS JUST AS THE ENTIRE COUNTY BUDGET, GETTING IN THE REQUESTS AT THE SAME TIME WE'RE TRYING TO UNDERSTAND THE REVENUES THAT ARE COMING IN WHERE THEY'RE TRENDING AND IT'S STILL WE HAVE PLENTY OF MONTHS LEFT. CERTAINLY COMMISSIONER ARNOLD, MAYOR, YOU KNOW HOW THE BUDGET PROCESS. 
          IT AIN'T OVER 'TIL IT'S OVER. IT'S OVER SOME TIME IN SEPTEMBER AND SO THIS PROCESS CONTINUES. I WANT TO CONTINUE TO REITERATE THAT. IN JUNE, WE'RE IN JUNE, THE FUNDING REQUESTS ARE IN. AND FOR THIS GROUP, IN SOME CASES THEY'RE STUFFED INTO THE CATEGORY. 
          SO SOME OF THESE CATEGORIES ARE NOT EVEN BALANCED AT THIS POINT. 
          SOME OF THEM WE MADE -- I WOULDN'T EVEN CALL RECOMMENDATIONS -- WE SORT OF BALANCED THEM. 
          WE KIND OF PUT WHAT WE KNOW ABOUT THE BUDGET EXPENSES IN THERE AS WE'RE LOOKING AT WHAT THE REVENUES LOOK LIKE FOR THE NEW YEAR. WE WON'T ULTIMATELY -- I SAY WE -- COUNTY ADMINISTRATION WON'T RECOMMEND A BUDGET TO THE COMMISSION UNTIL LATE JULY. JULY 20TH. 
          THERE WILL BE ANOTHER MEETING BY THE TDC PRIOR TO THAT MEETING THAT WE CONTINUE THE BUDGET DISCUSSIONS. 
          SO AT THAT POINT IN THE PROCESS, IN JULY, THERE IS A RECOMMENDED BUDGET. THE BOARD, AT THAT POINT, RECEIVES THE BUDGET IN ALL DUE RESPECTS, IT'S THEIR BUDGET. 
          AND THEY TAKE IT FROM AUGUST. THEY GO BACK TO STAFF. 
          THEY ASK QUESTIONS. THEY WANT TO KNOW WHY THIS IS THIS WAY AND THIS IS ANOTHER WAY. 
          KIND OF THE QUESTIONS THAT THIS GROUP ALSO ASKS. 
          AND THEN ULTIMATELY, IT BRINGS IT TOWARDS TWO PUBLIC HEARINGS IN SEPTEMBER TO ADOPT THE BUDGET. 
          ALL THE WHILE, YOUR BUDGET OFFICE HERE IS CONTINUING TO MONITOR REVENUES. IF THEY COME IN AT 7% OR 4%, WE'LL ADJUST REVENUES SO CERTAINLY IF THERE ARE MORE REVENUES, WE WOULD WANT TO BRING THOSE INTO THIS DISCUSSION. 
          THIS CONVERSATION CONTINUES. I WANT TO MAKE SURE EVERYONE UNDERSTANDS THAT. I'VE HAD RECEIVED CERTAINLY DISCUSSIONS ABOUT WHERE WE ARE IN THE PROCESS RIGHT NOW, WHO'S GETTING WHAT AND REALLY THAT HAS NOT BEEN DECIDED. 
          I THINK THAT'S THE BIGGEST TAKEAWAY FOR TODAY. 
          SO AS WE'RE GOING THROUGH THAT AND AGAIN, I THINK MAYOR SWEENEY AND COMMISSIONER ARNOLD ARE EH OF THIS, THERE IS PROPERTY TAX REFORM THAT IS OUT THERE. AND I WILL PRAY SWITZERLAND ON THIS. WE WILL CERTAINLY RESPOND AS THE STATE AND THE REFERENDUM MOVES FORWARD AND WE WILL CERTAINLY PROVIDE GOVERNMENT HOWEVER THE RESIDENTS OF THE STATE OF FLORIDA WOULD LIKE TO SEE GOVERNMENT. 
          PROPERTY TAX REFORM, WHICH IS AS YOU GUYS KNOW AS WELL, IS ALSO GOING TO HAVE IMPACTS ON TOURISM DOLLARS AND HOW REALLY THE 
          [01:15:06]
COMMUNITY ITSELF, BEYOND THE COUNTY, IS GOING TO REALLY DELIVER GOVERNMENT SERVICES SO IF THIS REFORM GOES THROUGH FOR ST. JOHN'S COUNTY, AND I CERTAINLY CAN'T SPEAK FOR EITHER OF THE CITIES, IT IS 110 MILLION DOLLARS OUT OF OUR 400 MILLION DOLLARS IN PROPERTY TAXES. THOSE ARE RECURRING DOLLARS. 
          THOSE ARE NOT CAPITAL DOLLARS. THOSE ARE FOR RECURRING OPERATIONS. IT'S JUST SHY OF ABOUT 30% AND IS A SIGNIFICANT PARADIGM SHIFT FOR US, SO WE WILL ALL BE PART OF THOSE DISCUSSIONS, INCLUDING THE TDC, SHOULD THAT REFERENDUM MOVE FORWARD AND THE VOTERS APPROVE THAT. 
          WE WILL CERTAINLY HAVE MORE DISCUSSIONS CERTAINLY WITH THESE DOLLARS AS WELL. AS WE MOVE ON, THIS IS OUR BASIC GOVERNANCE INFORMATION. THE REVENUE AND THE EXPENDITURES ARE GOVERNED BY BOTH FLORIDA STATUTE 125-104 AND OUR COUNTY ORDINANCE. THE LAST TIME IT WAS UPDATED WAS 2024 UNDER ORDINANCE 2024-42. THE COUNTY IS ELIGIBLE AND LEVIES 5% TOURISM DEVELOPMENT TAX. 
          THAT IS THE MAXIMUM FOR ST. JOHNS COUNTY. 
          CERTAINLY THOSE REVENUES MUST BE UTILIZED FOR QUALIFYING TOURISM EXPENSES AND THAT'S WHY WE HAVE THE DIFFERENT CATEGORIES SO WE OUT LICES THEM PER OUR ORDINANCE AND AGAIN THE OVERLYING STATUTE. 
          AND HERE ARE THE FIVE CATEGORIES AND THE PERCENTAGES OF TOURISM OF THE 5% THAT WE LEVY. SO 1.6% OF THOSE REVENUES GO INTO CATEGORY 1. .6% GOES INTO CATEGORY 2 AND 3. 
          1.4% INTO CATEGORY 5. IF YOU ADD THOSE ALL UP, THAT COMES OUT TO 5%. WE TALKED EARLIER ABOUT THE 3% PROJECTION FOR NEXT YEAR. WE WERE TALKING VARIOUS LEVELS AND WE'LL CONTINUE TO TALK HAVER VARIOUS LEVELS. 
          RIGHT NOW WE'RE IN THE 3% RANGE SO IN TOTAL, TOURIST DEVELOPMENT TAX REVENUE FOR '27, IT'S SHORT OF 24.6 MILLION DOLLARS AND PER PENNY, THAT'S CLOSE TO 5 MILLION. 
          YOU CAN SEE HOW THOSE WOULD BE ALLOCATED PER EACH OF THE CATEGORIES AND THE PERCENTAGES PER EACH CATEGORY. 
          SO I'LL JUST, FOR INSTANCE, IT'S ABOUT 7.8 MILLION DOLLARS FOR CATEGORY 1, 3 MILLION DOLLARS FOR 2 AND 3 AND SO ON AND SO FORTH FOR THE REMAINDER OF THE CATEGORIES. 
          AGAIN, IF WE SEE THAT OUR REVENUES COMING IN ARE A LITTLE HIGHER, WE'LL BUMP THAT UP. THEY COME IN A LITTLE LOWER, I'LL BRING THAT BACK TO THIS TDC TO HAVE THAT DISCUSSION. 
          WE'RE BUILDING THIS BUDGET BASED ON THE 3%. 
          MAYOR SWEENEY, PLEASE. >> I'M SORRY. 
          AGAIN, I DON'T KNOW ALL OF THIS YET. 
          SO THE STATE AUTHORIZES PER STATUTE A 6%, IS THAT CORRECT? 
          >> THERE IS A 6%, BUT WE ARE NOT ELIGIBLE FOR IT. 
          >> WHAT WOULD MAKE -- >> I THINK IT'S A -- HOLD ON FOR A SECOND. HOW CAN WE BECOME THAT COUNTY THAT GETS THAT 6? %? 
          THAT, I DON'T KNOW. >> IT'S ANY HIGH TOURISM IMPACT TAX. AND THERE'S RIGHT NOW -- I JUST PULLED IT UP ON CHAT. I WAS CURIOUS ALSO. 
          ORANGE COUNTY, PALM BEACH, MONROE COUNTIES, HAVE BEEN CERTIFIED TO MEETING THIS STATUTORY STANDARD. 
          I SUSPECT DADE AND BROWARD COUNTY MAY BE AT THE 7%. 
          I ASKED ABOUT 6%. I REMEMBER IT WAS PRETTY HIGH 
          WHEN I WAS IN SOUTH FLORIDA. >> IF WE CAN HOLD OUR QUESTIONS 'TIL THE VERY END, I WOULD APPRECIATE IT. 
          THAT WAY WE DON'T GET TOO FAR OFF. 
          >> OKAY. >>. 
          >> STAY WITH IT. >> THERE'S GOING TO BE 
          QUESTIONS. >> ALL RIGHT. 
          I'M GO TO GO PAUSE AFTER EACH CATEGORY BECAUSE I THINK THERE'S A LOT OF DETAIL PER CATEGORY. I'M ALMOST THROUGH THE CATEGORIES. I'M ABOUT TWO SLIDES AWAY FROM IT. THIS IS IMPORTANT IN TERMS OF OUR DISCUSSIONS TODAY. WE'VE HAD THIS DISCUSSION BEFORE AND WHEN I WAS IN THE CAPACITY AS BUDGET DIRECTOR, I HAD COME 
          [01:20:01]
DOWN AND PRESENTED TO THE TDC TWICE ABOUT RESERVES, ACCUMULATED RESERVES. SO THIS IS OUR ATTEMPT TO KIND OF DISCUSS WHAT THOSE CUMULATIVE RESERVES ARE ALL ABOUT. 
          SO WE START ON THE BOTTOM WITH FISCAL YEAR '19 AND IT'S THROUGH ALL TOGETHER CUMULATIVE 325. WE HAVE WHAT'S TO DATE IN '26. 
          YOU CAN SEE THE TOTAL TDT DOLLARS, 11.8 MILLION IN '19, DROPS IN 9.4 IN '20. THAT IS YOUR COVID YEAR. 
          BOUNCES BACK IN '21 THROUGH AGAIN GREAT SUCCESS OF OUR TOURISM PARTNERS. ALSO PEOPLE, THERE WAS A PENT-UP DEMAND. PEOPLE WANTED TO GET BACK OUT AGAIN. THEY WANTED TO GO AND VISIT THEIR FAVORITE PLACES AND THEN IN '22, WE SEE THAT IT GOES UP TO 22.2 MILLION DOLLARS. THAT'S ALSO IN LINE WITH THE ADDITIONAL LEVY OF THE FIFTH AND FINAL PERCENT AND SO ON AND SO FORTH. WHAT WE ALSO PUT HERE IS THE PER PENNY GROWTH. SO THIS ISN'T NECESSARILY -- YOU CAN SEE IN '19, WE'RE 5% OVER '18. 
          WE HAD A 2 0% DROP DURING THAT COVID YEAR AND JUMPED BACK UP AND IN 2  '21, THAT 21% INCREASE IS OVER '19. 
          '19 WAS OUR NORMALIZED YEAR. WE WEREN'T GOING TO DO A PERCENTAGE BASED ON '20 ON FISCAL YEAR 20. 
          WE DID A PERCENTAGE AND FROM '19 BEING OUR NORMAL YEAR, '20 WAS A BIG YEAR AND '22 WAS A BIG YEAR, 23% ON TOP OF THAT. 
          THAT'S SOME GOOD KUDOS TO THE TOURISM COMMUNITY DRIVING THE DEMAND FOR RESPONDING TO THE DEMAND THAT WAS OUT THERE. 
          '23, CONTINUED INCREASE 4 ½% AND THEN IT HAS LEVELED OFF, '24/'25 PER PENNY GROWTH. WE STAYED ABOUT $23 MILLION. 
          WE'RE ANTICIPATING 3% ON TOP OF THAT FOR THIS YEAR AND THEN WE'RE BUILDING A BUDGET ON 3% FOR NEXT YEAR. 
          THAT'S KIND OF THE TREND ON REVENUES. 
          IN '22, WE HAD 23%. THIS UNANTICIPATED SUBSTANTIAL INCREASE IN TDT REVENUE FOLLOWING THIS COVID RESULTED IN THIS CUMULATION OF RESERVE IN THE CATEGORIES. 
          WE HAVE COLLECTIVELY, OVER THE LAST TWO TO THREE YEARS, HAVE STARTED -- NOT STARTED. WE'VE DRAWN DOWN MANY OF THOSE RESERVES. SO MEANING WE'VE UTILIZED THEM AS PART OF OUR ANNUAL BUDGET. SO THIS YEAR, WE'RE NOT SEEING WE'RE AT A PLACE WHERE WE'VE NOW DRAWN DOWN MOST OF OUR RESERVES OR MANY OF OUR RESERVES. YOU'RE SEEING BECAUSE THESE REVENUES NOW ARE KIND OF NORMALIZING AGAIN, WE'RE SEEING THAT THE OPPORTUNITY TO FUND ELIGIBLE EXPENSES IS GOING TO HAVE TO ALSO COME DOWN. SO AS WE GO THROUGH CATEGORIES, BECAUSE WE UTILIZE THERE WAS A DELIBERATE RECOMMENDATION BY THE TDC TO UTILIZE THOSE RESERVES. WE UTILIZED THEM FOR MANY RECURRING EXPENSES. WHEN WE'RE BACK TO NO RESERVES, WE DON'T HAVE AS MUCH REVENUE FOR THOSE RECURRING EXPENSES. 
          I THINK THIS IS A VERY IMPORTANT KIND OF THEME YOU'RE GOING TO SEE IN THESE CATEGORIES. SO LET'S GET INTO CATEGORY 1. 
          I'LL STOP AFTER WE GET TO THE UGLY EXCEL VERSION ON THE NEXT PAGE. IN BULLETS, CATEGORY 1, WE HAD THIS CUMULATION OF RESERVES AGAIN FROM THIS AMAZING GROWTH WE HAD AND THE ABILITY AT SOME LEVEL TO BE CONSERVATIVE AT FIRST AND THEN DELIBERATELY SPEND THEM DOWN. 
          IN ''24, YOU'LL SEE THIS, THE TOTAL BUDGET, THE VCB LED CORE SERVICES IN MARKETING TOTALLED 5.9 MILLION DOLLARS. 
          IN '25, THE TOTAL BUDGET FOR THOSE SAME SERVICES WAS 7.4 MILLION DOLLARS. AND SO WE WERE ABLE TO FUND AT THOSE LEVELS BECAUSE OF THOSE ACCUMULATED RESERVES. 
          THE APPROXIMATE 1.5 MILLION DOLLAR DIFFERENCE BETWEEN WHAT WE DID IN '25 AT 7.4 AND '24 AT 5.9 WAS MADE POSSIBLE THROUGH ACCUMULATED RESERVES. THAT'S ONE-TIME MONEY. 
          [01:25:03]
AND WE DID THAT IN '25 AND AGAIN THE RECOMMENDATION WAS TO DO THAT IN '26. WE ARE BILLION -- BUILDING '27 AND THE MAJORITY OF THOSE RESERVES, YOU'LL SEE, IN CATEGORY 1, HAVE BEEN UTILIZED. SO THEREFORE, WHEN WE GET INTO THE '27 BUDGET, IT IS NOT NECESSARILY THE RECOMMENDATION OF STAFF HERE BUT BASED ON THE REVENUES THAT WE HAVE. 
          LET'S LOOK AT CAT 1. SO A LOT OF STUFF GOING ON IN HERE. THERE'S THE ROWS GOING ACROSS REPRESENT THE DIFFERENT ITEMS AND THEN THE COLUMNS REPRESENT THE DIFFERENT FISCAL YEARS. IN '26, THE BUDGET IS AN EXAMPLE, WE HAD TDT REVENUE IN CAT 1 OF 7.2 MILLION. 
          FOR '27, IT'S ABOUT 7.4. SO THAT'S GREAT. 
          THERE ARE SOME HEALTHY INCREASES OF THE 3% THERE. 
          BUT LOOK AT YOUR RESERVE DIFFERENCE. 
          WHEN WE BUILT THE '26 BUDGET NOW AND WE BUILD THE '27 BUDGET, WE HAD 2.4 MILLION DOLLARS IN RESERVES AND WE UTILIZED A GOOD PORTION OF IT SO THAT OUR REMAINING DOLLARS THAT WE PUT INTO RESERVES WERE ABOUT 845,000. 
          SO WE UTILIZED ON THAT BOTTOM THERE A LITTLE LESS THAN 1.6 MILLION DOLLARS IN '26 TO FUND RECURRING COSTS IN OUR '26 BUDGET. AND YOU CAN SEE THAT WE HAD, IN CONTRACTUAL SERVICES, ABOUT 7.7 MILLION BETWEEN VCB CORE SERVICE AND IS CORE MARKETING. YOU'RE GOING TO HAVE THIS INDIRECT ADMIN COST WHICH IS A COST RECOVERY BACK TO THE COUNTY FOR ATTORNEY FEES, ACCOUNTING FEES, THE COUNTY COMMISSION, NUMEROUS ADMINISTRATIVE COSTS. WE ALSO HAVE SJCCE IN THERE AS WELL PER CONTRACT WHERE WE:THE TOGETHER COST IS 8.8 MILLION DOLLARS. IN ORDER TO FUND 8.8, WE HAD TO UTILIZE 1.5 IN RESERVES. NOW, WE'RE IN '27. 
          WE HAVE AN ADDITIONAL AGAIN 3% ON YOUR TDT BUT NOT AS MUCH RESERVE TO FUND RECURRING EXPENSES. 
          OUR TOTAL BUDGET IS 8.3 MILLION DOLLARS IN REVENUE. 
          SO IN ORDER TO FUND CATEGORY 1, WHICH LAST YEAR AGAIN WE FUNDED AT AN 8.8 MILLION DOLLARS, WE HAVE TO COME OFF OF THAT ABOUT $500,000. SO THIS WAS KIND OF THE INITIAL CONVERSATION. WE LOOKED AT THIS. 
          WE NEEDED A STARTING POINT. WE STARTED WITH NO ONE IN PARTICULAR IN MIND. VCB CORE SERVICES AND VCB MARKETING WERE THE PLACES THAT WE STARTED THIS CONVERSATION. 
          WE STILL HAVE THAT INDIRECT ADMIN COST AND A CONTRACTUAL RELATIONSHIP WITH SJCCE. WHICH DOES NECESSITATE IN THAT CONTRACT AN INDEXING FROM YEAR TO YEAR. 
          IT'S ABOUT 3%. SO AT THIS POINT IN THE PROCESS, AND IT SAYS RECOMMENDED BUDGET UP THERE, AND THAT'S ACTUALLY AN INCORRECT -- THAT'S WHERE WE ARE IN THE BUDGET RIGHT NOW. 
          THIS IS WHAT'S BASED ON THE REVENUES WE KNOW, THIS IS A ONE SUGGESTION OF HOW WE COULD FUND CATEGORY 1 EXPENSES FOR '27. 
          SO WITH THAT, CHAIR, IS THIS A GOOD PLACE TO PAUSE? 
          >> I THINK IT'S A GOOD SPOT. LET'S GO WITH THE SUGGESTIVE INSTEAD OF RECOMMENDED. I'LL OPEN IT UP TO THE FLOOR. 
          GO AHEAD. >> YOU KNOW I HAVE A QUESTION. 
          THE 845,000 IN RESERVES, IF WE WERE TO ALLOCATE THAT ENTIRE AMOUNT IN THIS CATEGORY, WOULD THAT COMPLETELY WIPE OUT THE 
          RESERVE? >> IT ALREADY IS. 
          SO THIS SUGGESTED BUDGET, I THINK THAT'S A GREAT POINT TO MAKE. THIS IS WE'RE UTILIZING FOR '27 THAT 845,000 DOLLARS IN ORDER TO FUND THAT 8.3 IN EXPENSE. 
          SO THE BUDGET, THIS SUGGESTED BUDGET, HAS NO RESERVE FOR CAT 
          1. >> IT'S ALMOST 
          >> DO WE HAVE ANY STATUTORY REQUIREMENTS? I KNOW THE COUNTY HAS REQUIREMENTS THAT THEY HAVE TO STAY ABOVE, DO WE HAVE ANY REQUIREMENTS FOR TDC DOLLARS? 
          >> CERTAINLY WE LIKE TO MAINTAIN A RESERVE TO GO UP TO 10% IS 
          [01:30:01]
WHAT THE STATUTORY REQUIREMENTS ARE. 
          ANYTHING ABOVE 10% AND YOU NEED TO HAVE SOME DELIBERATE REASONS FOR THAT. CATEGORY FIVE HAS A RESERVE THAT'S A DELIBERATE RESERVE. I THINK WE PRESENTED THAT AT THE LAST DEVELOPMENT MEETING. GENDER REALLY WOULD LIKE TO MAINTAIN SOME LEVEL OF RESERVE IN THE EVENT THAT REVENUES DON'T COME IN AT THE LEVEL WE ANTICIPATE THEM. 
          WE HAVE THE ABILITY TO CASH FLOW WHATEVER OPERATION THERE IS. 
          >> IS THAT 10% RESERVE REQUIREMENT FOR THE ENTIRE POT 
          OF ALL CATEGORIES? >> THAT'S AGAIN A GOOD QUESTION, GREAT BUDGET QUESTION. GENERALLY WE'LL LOOK AT THAT BY FUND THIS PARTICULAR CASE IT'S TOURIST DEVELOPMENT TAX FUND. 
          THE ANSWER THAT QUESTION IS SOMETHING I WOULD LOVE THE TDC TO TAP INTO. IT DOESN'T HAVE TO BE BY CATEGORY BUT CERTAINLY IT IS HELPFUL IF THERE IS A RESERVE IN 
          THERE BY CATEGORY. >> I THINK THERE WAS A CONVERSATION LAST YEAR THAT THE RESERVE COULD QUALIFY FOR ALL FIVE AND THAT'S KIND OF WHERE WE ARE AT FOR RESERVES AND HOW WE SPEND IT. IS MY MEMORY CORRECT ON THAT? I'M LOOKING TO YOU GUYS WHO HAVE BEEN ON THE DASH I GOT A NOD FROM THE COMMISSIONER I'M ASSUMING THAT'S RIGHT. 
          THAT'S HOW WE ARE LOOKING AT CATEGORY FIVE BECAUSE WE ARE WAY OVER ON RESERVES, WE DID SPEND DOWN -- WE WERE IN TROUBLE WHEN WE JUMPED THAT EXTRA PENNY WE JUMPED UP OUR RESERVES QUITE A 
          BIT. >> I'M WORRIED ABOUT THE POSITION THIS WOULD PUT US IN NEXT YEAR. 
          >> YEAH. WE ARE ALL A LITTLE WORRIED ABOUT THAT. ANY OTHER COMMENTS ON CATEGORY 
          ONE? >> I THINK WE ARE GOING TO HAVE A HARD TIME WITH WE GO CATEGORY BY CATEGORY AND THE REASON I'M SAYING THAT IS IF I'M LOOKING AT IT FROM A MACRO BUDGET STANDPOINT, $24 MILLION IS A LOT OF MONEY. 
          HOW WHAT I SPEND $24 MILLION TO MAKE SURE WE ARE THE MOST SUCCESSFUL AND INSTEAD OF GETTING HUNG UP THAT WE ARE 500,000 SHORT OFF THE TOP MY HEAD I FOUND A MILLION DOLLARS WORTH OF EXPENSES IN THE BUDGET THAT I'M NOT SURE ARE LOGICAL IN TODAY'S MARKET TO CONTINUE DOING. 
          I THINK WE NEED TO LOOK MORE MACRO -- WE'RE NEVER GOING TO SOLVE THE PROBLEM IF WE JUST GET HUNG UP. 
          THERE'S NO WAY TO FIND A HALF A MILLION DOLLARS RIGHT HERE WITHOUT TAKING IT OUT OF MARKETING WHICH IS UNACCEPTABLE, I BELIEVE, AND MOST PEOPLE'S MIND. 
          WE HAVE TO LOOK AT THE WHOLE BUDGET AND TO SEE WHERE THE FACT IS OR THE MOST EFFICIENT WAY OF USING THE MONEY AND THEN GO TO THE COMMISSION AND TO SAY LET'S CHANGE THE ALLOCATION SO WE CAN DELIVER ON THE MOST EFFECTIVE USE OF $24 MILLION INSTEAD OF SAYING I HAVE TO MAKE IT HERE OR HERE, LET'S GET THE SMARTEST RETURN ON INVESTMENT. I KNOW EVERYONE IS GOING TO FEEL -- I HAD THIS CONVERSATION WITH A PERSON AT ONE POINT AND I SAID WE GOT TO CUT $100,000 IN THE BUDGET -- THEY SAID THERE'S NOTHING TO CUT. I SAID I CAN LET YOU GO WOULD SAVE 100,000 AND THEY SAID I FOUND WHERE WE CAN CUT. 
          IT DEPENDS ON YOUR PERSPECTIVE. THERE ARE WAYS TO DO THINGS, EVERYTHING IS IMPORTANT TO THE BUDGET BUT WE HAVE TO BE STRATEGIC AS POSSIBLE TO FIND THE MONEY. 
          I THINK IT'S A BETTER EXERCISE IF WE LOOK AT IT AS A MACRO THAN TRYING -- THE ONLY PLACE TO SAVE MONEY IN THIS BUDGET IS TO TAKE IT OUT OF MARKETING AND I DON'T THINK THERE'S A PERSON IN THE ROOM WHO WANT TO TAKE ANY MONEY OUT OF MARKETING. 
          >> I AGREE WITH WHAT WAS SAID THERE -- I SHARE THAT SAME POSITION WHEN YOU PRIORITIZE CERTAIN THINGS IN THE BUDGET LIKE CATEGORY ONE AND CATEGORY TWO I THINK GOING ABOUT IT WE ARE STOPPING AT EACH BUDGET ITEM I AGREE WE SHOULD JUST REVISIT THE WHOLE THING. SPEAK I WANT TO GET MY COMMENT IN QUICK. WHERE I MET WITH IT IS MARKETING, WE NEED TO GET MARKETING BACK TO WHERE IT'S LEVEL WAS LAST YEAR WHICH IS $378,657. 
          [01:35:07]
WE NEED A MINIMUM OF GETTING THAT IF WE ARE GOING THROUGH THE PROCESS THAT'S THE DIFFERENCE. WE ARE GOING TO THE PROCESS AND WE CAN IDENTIFY -- WE WENT THROUGH IT AND HAVE SOME DIFFERENT IDEAS. TO ME, THAT'S A STARTING POINT OF WHERE WE NEED TO BE WITH MARKETING MONEY. 
          IF WE ARE A BIG CAR, WE ARE AN ENGINE APPEAR, MARKETING IS OUR GASOLINE. WE CAN HAVE THE MOST BEAUTIFUL ENGINE THE MOST BEAUTIFUL CAR BUT IF WE DON'T HAVE GASOLINE TO PUT INTO IT, WE AREN'T GOING ANYWHERE. 
          THAT TO ME COMING OUT OF CATEGORY ONE IS MY PRIORITY, HOW DO WE GET TO THAT THREE HAVE $78,000? 
          >> I WANTED TO CONFIRM WHAT I HEARD IN ORDER TO MOVE DOLLARS BETWEEN CATEGORIES WE WOULD NEED THE COMMISSION TO REALLOCATE PERCENTAGES, IS THAT HOW IT WORKS? 
          >> NOT AT THIS POINT. >> WE CAN MOVE MONEY BETWEEN 
          CATEGORIES OURSELVES? >> IN THE PAST, THERE HAS BEEN A RECOMMENDATION TO THE COUNTY COMMISSION TO CHANGE THE CATEGORIES AS YOU SAID OR VICE VERSA, THEY CAME BACK TO US AND THOUGHT THERE WAS A GOOD IDEA TO CHANGE THE CATEGORY 
          PERCENTAGES. >> WHERE WE ARE AT RIGHT NOW, ONCE THE BUDGET IS IN PLACE AND IS ASSIGNED TO THAT CATEGORY, THAT'S WHEN YOU HAVE TO GO TO THE BOARD TO SAY WE ARE MAKING SUGGESTIONS ON THE BUDGET RIGHT NOW. 
          THE BOARD IS NOT GOING TO GET IT UNTIL JULY, BUT ONCE WE SET THE BUDGET AND WE WANT TO MOVE SOMETHING FROM CATEGORY 3 TO CATEGORY FOUR OR VICE VERSA, THEN IT HAS TO GO -- EVERYTHING HAS TO GO TO THE BOARD. ARE WE BETTER TO MOVE ON AND GET THROUGH? WHAT I HEARD FROM IRVING AND MICHAEL IS TO GO AHEAD AND BLAST THROUGH IT AND THEN WE COME BACK? IS EVERYONE IN THE AGREEMENT TO THAT CONSENSUS WISE? OKAY. 
          JESSE, YOU GOT IT. GO AHEAD AND GO THROUGH IT IN 
          WE'LL ATTACK. >> I STRUCTURED MY PRESENTATION 
          BASED ON EACH CATEGORY -- GO. >> YOU CAN TAKE A BREAK. 
          [LAUGHTER] >> I WILL RIP THROUGH. 
          IT'S HELPFUL FOR ME TO HEAR -- I'M KEEPING NOTES. 
          MARKETING IS ONE OF THE AREAS I'VE HEARD YOU WOULD LIKE TO MAINTAIN. IF THERE ARE THINGS PEOPLE WANT TO PUT OUT THERE PER CATEGORY IT'S HELPFUL FOR ME IF WE ARE 
          LOOKING -- GO. >> COME I'LL MAKE THIS SUGGESTION. CATEGORY THREE IS NOT READY FOR US YET WHAT I'VE SEEN. $1.6 MILLION GAP THERE, I DON'T THINK WE CAN -- I DON'T THINK IT'S READY FOR US TO LOOK AT IT. 
          >> I WILL PRESENT IT AS AN OVERVIEW AND YOU'RE GOING TO SEE SIMILARITIES -- THERE ARE ERRORS IN THEIR BUT I WILL TALK ABOUT PEER TO LET ME RIP THROUGH. 2, BUDGET TRENDS IS OUR ARTS, CULTURE, AND HERITAGE BUDGETS, SIMILAR SITUATION WE ARE GOING TO SEE ACCUMULATION OF RESERVES FROM POST COVID BUT ALLOWED SIMILAR INCREASES IN PRIOR BUDGETS. 
          I'M AGAIN USING AN EXAMPLE BECAUSE THIS IS ONE OF THE MORE SIGNIFICANT APPROPRIATIONS WITHIN, THE TOTAL BUDGET FOR CULTURAL COUNSEL IS ABOUT $1.2 MILLION BECAUSE OF THAT SUM ACCUMULATION RESERVES WE ARE ABLE TO INCREASE THAT TO ABOUT 1.4 AND 25. SIMILARLY THE ACA CHARTS CULTURAL INHERITED GRANT PROGRAM WAS 523 -- IT WAS INCREASED IN 25, UTILIZING THOSE ACCUMULATIONS TO ABOUT $1.2 MILLION. THAT DECISION WAS INTENDED AS A ONE-TIME INCREASED TO OFFSET UNANTICIPATED REDUCTION PROGRAM FUNDING AT THE STATE LEVEL. PART OF THAT WAS FUNDED USING RESERVES FROM CATEGORY FOUR TO SUPPORT INCREASES IN CATEGORIES. 
          THE MAJORITY OF RESERVES IN CAT 2 WERE PRIMARILY UTILIZED FOR ONE-TIME FUNDING INITI INITIATIVES. 
          CULTURAL EXPENSES WAS ANTICIPATED FOR 27, KIND OF A SIMILAR SITUATION YOU HAD 2.7 IN TDT REVENUES IN 26, AVAILABLE RESERVE WAS ABOUT $660,000. FUNDING THE RECURRING COSTS IN 
          [01:40:04]
26 TO THE TUNE OF ABOUT 360,000 DEFICITS WE DREW DOWN THOSE RESERVES AND 26 INTENTIONALLY. AND 27 WE UTILIZE A DIFFERENT LEVEL OF RESERVES LESS THAN 300,000, 296,000 AND WE ARE UTILIZING ALL OF IT WITH NO RESERVE AT THIS LEVEL AND YOU CAN SEE HOW THAT MAY EFFECT EACH OF THESE INDIVIDUAL CATEGORIES IF THE BOARD, ULTIMATELY THE RECOMMENDATION, THE CULTURAL COUNSEL CONTRACT WOULD DECREASE FROM 1.4 MILLION TO ABOUT 1.35 IN 2027. AGAIN BECAUSE THERE'S LESS REVENUE THEIR OVERALL. CONTINUING TO BLOW THROUGH: AS OF 26 THE MAJORITY OF CAT 3 RESERVES HAVE BEEN UTILIZED FOR CAPITAL IMPROVEMENT PROJECTS. 
          THIS IS ONE OF THOSE CATEGORIES THAT WE USE FOR WHAT ARE CALLED CIP -- CAPITAL IMPROVEMENT PROJECTS. 
          LEISURE AND RECREATION -- IT'S NOT BALANCED AT THIS POINT, THIS IS NOT A RECOMMENDED BUDGET. THIS POINT IN OUR PROCESS THE ENTIRE COUNTY PROCESS, WE ARE LISTENING TO THE DEPARTMENTS NEED NEEDS, THAT IS COMING FROM WHAT THE COMMUNITY DESIRES. 
          WE HAVE A LOT OF INFORMATION THAT IS THERE AND AT THIS POINT IN THE PROCESS WHEN YOU LOOK AT -- I'M GOING TO -- TO THE CHAIRS POINT IN 27, TOTAL AVAILABLE TO BUDGET $3.5 MILLION. THE TOTAL BUDGET RIGHT NOW IS AT $4.4 MILLION IN TERMS OF REQUESTS. 
          OBVIOUSLY WE HAVE A LOT OF WORK TO DO WITH ITS OPERATING BUDGET AND THIS IS WHAT THE BUDGET OFFICE DOES IN JUNE IT GOES BACK TO THE DEPARTMENT, UNDERSANDS THE REVENUES. 
          WHERE WE CAN MAKE REDUCTIONS, WE ALSO LOOK TO THE TDC TO PROVIDE CONSENSUS ON ANY AREAS. ONE OF THE AREAS IN PARTICULAR IN THIS PARTICULAR OPERATION ARE OUR CIP PROJECTS UNDER IMPROVEMENTS OTHER THAN BUILDINGS THERE ARE A COUPLE OF PROJECTS LIKELY WOULD HAVE TO FIND ALTERNATIVE FUNDING AND DEFER THAT PROJECT IN ORDER FOR THIS CATEGORY TO BALANCE. 
          THERE IS NO INTENTION THAT CATEGORY THREE IS GOING TO DRAW DOWN ANY DOLLARS FROM ANY OTHER CATEGORY, THIS IS MERELY ALL THEIR REQUESTS ON CATEGORY THREE. 
          CATEGORY 4, WE HAVE THAT ACCUMULATION OF RESERVES POST COVID. RESERVES AND 25 WERE REALLOCATED, I JUST TALKED ABOUT THAT FOR CATEGORY 2, CATEGORY 4 IN 26 WE WENT TO AND THIS TDC HELP SUPPORT INCREASED FUNDING REQUEST -- WE HAVE DRAWN DOWN THOSE RESERVES FOR FY27 THERE ARE PROGRAMMING CUTS, THERE'S ALSO AN ERROR IN THERE I WOULD LIKE TO POINT OUT -- KIND OF AT THAT POINT WE ARE NOT BALANCED. SALARIES AND BENEFITS, THAT IS THE ARE, THAT'S WHEN WE LOOKED AT IT -- I LOOKED OUT THIS WEEKEND. WE HAVE $227,000 MORE THAN WE NEEDED THERE. THAT'S PART OF THE BUDGET PROCESS LOOKING AND SEEING IF THERE'S DUPLICATIONS AND ERRORS IN THERE. WE HAVE A NEW ACCOUNTING SYSTEM, THAT IS OVERREPRESENTED. THAT IS GOING TO BE BROUGHT DOWN BY $226,000. SALARY BENEFITS WILL CERTAINLY HELP TOWARDS BALANCING CATEGORY 4 BUT IT CERTAINLY DOESN'T BALANCE CATEGORY 4 AND CATEGORY 4 BUDGET, NOT BALANCED. 
          ANY CONSENSUS FROM THIS TDT IN TERMS OF WHAT THEY WOULD LIKE TO SEE IN TERMS OF CATEGORY 4 WOULD CERTAINLY BE HELPFUL. 
          THERE IS THE LINE ITEM FOR IT AND YOU GUYS WERE PROVIDING THAT INFORMATION AS WELL. IT'S AVAILABLE TO BUDGET IT'S ABOUT $4.3 MILLION EXPENSES ARE ABOUT $4.8 MILLION, THOSE TWO NUMBERS DO NOT A BUDGET MAKE WEIRD WOULD HAVE TO REDUCE THOSE EXPENSES, PART OF THAT WILL BE THE SALARY AND BENEFIT LINES IN THERE. AS WE GET INTO CATEGORY 5, THIS IS OUR BEACH ASSETS CATEGORY THE MOST RECENT CATEGORY TO COME INTO PLACE IN RECENT YEARS AFTER THE 21-22 ADOPTION OF THE FIFTH 
          [01:45:02]
PENNY, THE FIFTH F CENT. THIS IS THE ONLY CATEGORY THAT REFLECTS RESERVES AND THOSE ARE INTENTIONAL, VERY SIMILAR TO IMPACT FEES WE DON'T BRING THEM IN AND IMMEDIATELY SPEND THEM, WE INTENTIONALLY SAVE THEM, ACCUMULATES THEM UNTIL WE HAVE ENOUGH MONEY TOWARDS PROJECT. SIMILARLY, WITH THIS TDT CATEGORY PRESENTED FOUR OR FIVE DIFFERENT PROJECTS OF THE LAST MEETING TOWARDS PROJECTS THE COMMISSION HASN'T YET APPROVED BUT ARE CERTAINLY PROJECTS WE ARE MOVING FORWARD WITH, DESIGN, STUDIES, ENGINEERING -- THERE ARE NUMEROUS PROJECTS. 
          THOSE RESERVES AT THIS POINT ARE INTENDED FOR CIPS. 
          CATEGORY FIVE RESERVES, ONLY COVER A PORTION OF THOSE PROJECT EXPENSES. AND THOSE RESERVES RIGHT NOW AND CATEGORY 5 ALMOST THE BOTTOM RIGHT $4.5 MILLION, JOE GIAMMANCO'S PROGRAM IS WELL OVER -- CLOSE TO $100 MILLION, CERTAINLY WOULDN'T ALL COME OUT OF TDT, UTILIZES FEDERAL DOLLARS, UTILIZES STATE DOLLARS, UTILIZES LOCAL PARTICIPATION. 
          IF THE REFORM GOES THROUGH WE NO LONGER HAVE THAT TAXING AUTHORITY TO DO THAT. IN GENERAL WE'VE GOT A LOT OF PROJECTS WITH NOT A LOT OF MONEY BUT THIS IS OUR ONLY RESERVE AT THIS POINT. WITH THAT THERE'S NO SUMMARY DOCUMENT WE'VE BEEN THROUGH THE FIVE CATEGORIES AND I LOOKED AT TDC FOR ANY QUESTIONS OR ANY CONSENSUS. 
          >> THE CHAIR: WHO WANTS TO GO FIRST? 
          >> I APOLOGIZE I MISSED THE LAST MEETING IF JOE MENTIONS THIS. 
          FOR -- SPEAK OF THE $3.5 MILLION PROJECT IS -- LET ME USE ST. AUGUSTINE BEACH, THIS IS A GREAT ONE. THERE IS A FEMALE PROJECT THERE, THE RENOURISHMENT PROJECT. DR. GIAMMANCO'S IT'S PROBABLY THE BEST MATCHING PROGRAM IN THE COUNTRY, 80% FEDERAL AND THE STATE AND LOCAL IS THE REMAINING 20% AND PART OF THAT IS BECAUSE OF THE FULL PUBLIC ACCESS THERE. THERE IS PUBLIC ACCESS EVERYWHERE. I KNOW WE NEED MORE PUBLIC ACCESS, BUT THERE'S A LOT OF PUBLIC ACCESS AND THAT FEDERAL APPROPRIATION AND LEVEL OF 80% PARTICIPATION IS BECAUSE OF THAT ACCESSIBILITY THAT ST. AUGUSTINE BEACH OFFERS. 
          FOR SOME OF THESE PROJECTS THAT ARE BEING IDENTIFIED DOWN THROUGH PORPOISE POINT, WE DON'T HAVE THE SAME ACCESSIBILITY. 
          80% FEDERAL, 20% STATE AND LOCAL IS ACTUALLY MORE FLIPPED. 
          WE HAVE A LARGER PERCENTAGE, CLOSER TO 80% LOCAL BECAUSE OF THAT SAME LEVEL OF ACCESSIBILITY. 
          THE BEACH IS THERE, THERE'S A COUPLE OF BEACH ACCESS BUT MOST OF THE TIME IT'S VERY DIFFICULT TO FIND PARKING. 
          WE'VE LOOKED OVER THE YEARS FOR ADDITIONAL PARKING SPACES, CERTAINLY THE NORTH BEACH PARKING COMMISSION APPROVED MAXIMIZING INCREASING THE NUMBER OF PARKING SPACES. 
          REAL ESTATE IS EXPENSIVE. ONE OF THE PROGRAMS THAT IS BEING LOOKED AT THIS YEAR IS A TROLLEY SYSTEM THAT JOE HAD PRESENTED THAT -- HE TALKED ABOUT INCORPORATING THAT IN AS NECESSARY WITH THE CITY OF ST. AUGUSTINE AND THE CITY OF ST. AUGUSTINE BEACH TO BRING PEOPLE UP THERE TO NOT ONLY PROVIDE ACCESSIBILITY TO PEOPLE, BUT ALSO BRING DOWN THE MATCH REQUIREMENT FOR THE LOCAL PORTION. 
          >> IN THAT 3.5, SOME OF THAT WAS TO PURCHASE OTHER PROPERTY FOR 
          PARKING, CORRECT? >> IT MAY BECOME A PART OF THAT IS -- IT'S STILL UNDERSTUDIED TO. 
          THAT IS A PROGRAM BEING STUDIED NOW -- 
          >> THAT'S A LOT OF TROLLEYS FOR 3.5. 
          >> THAT'S ALSO IT COULD BE SETTING UP RIGHT-OF-WAY REQUIREMENTS, YOU CAN'T JUST STOP YOU HAVE TO PULL OFF -- 
          >> IT PURCHASES EASEMENTS AND OTHER ITEMS LIKE THAT? 
          [01:50:08]
          >> IS AT SOMETHING WE'RE TRYING TO FIND DOLLARS, WE CAN SPLIT IT, IT SOUNDS LIKE WE ARE A LITTLE BIT OF WAYS FROM IMPLEMENTATION, SOMETHING WE COULD ALLOCATE HALF THIS YEAR AND HALF NEXT YEAR, IS THAT GOING TO BE NEEDED IN THIS 
          UPCOMING FISCAL YEAR? >> I DON'T KNOW YET WE ARE STILL GOING TO THE STUDY PROCESS, THEN THERE'S GOING TO BE PUBLIC OUTRAGE AND TO SEE WHAT THE RESPONSE IS WHEN THERE IS A 
          TROLLEY -- >> DID YOU SAY OUTREACH OR 
          OUTRAGE? >> I DON'T KNOW ANYTHING ABOUT 
          THAT RIGHT NOW. >> THERE WILL BE DISCUSSIONS WITH VARIOUS COMMUNITIES WHAT WILL BE IN THIS PATH TO TALK TO THEM ABOUT CERTAINLY THEIR FEELINGS AND PERSPECTIVE TO LET THEM KNOW WHAT'S GOING ON IF WE WERE TO HAVE EASEMENTS DROPPING PEOPLE OFF, PICKING PEOPLE UP, ET CETERA. 
          THAT IS ONE WAY TO REDUCE THAT LOCAL MATCH FOR FUTURE 
          NOURISHMENT PROJECTS. >> IT SOUNDS LIKE IT LOOKS TO ME LIKE THAT MONEY IS ALLOCATED TO BE SPENT IN FISCAL YEAR 2027. 
          IT SEEMS TO ME BASED ON THE CONVERSATION WE ARE HAVING THERE'S NO CHANCE THAT MONEY GETS SPENT IN 2027. 
          >> THERE'S WHAT? >> THERE'S VERY LITTLE CHANCE THAT MONEY WOULD GET DEPLOYED AND SPENT IN FISCAL YEAR 2027 IF WE'VE GOT TO STUDY IT AND GET PUBLIC INPUT, WE GOT TO ACQUIRE REAL ESTATE, WE GOT TO BUY TROLLEYS, IT SEEMS LIKE THERE'S A LOT OF WORK TO DO. MAYBE WE DON'T ACTUALLY ALLOCATE IT AND WE JUST SAY WE ARE GOING TO SPEND A LITTLE MONEY DOING SOME RESEARCH. BUT TO ACTUALLY ALLOCATE IT LIKE 
          IT'S GOING TO BE SPENT? >> I'LL SAY THERE'S A POSSIBILITY IT COULD BE APPROPRIATED IN 2027, WE ARE GOING THROUGH DUE DILIGENCE NOW. ALL IT TAKES WITH GOVERNMENT ACCOUNTING IS WE NEED TO HAVE APPROPRIATIONS IN PLACE BY NEXT AUGUST WE'VE GONE THROUGH ALL THESE PROCESSES. 
          WE NEED THAT FULL APPROPRIATION IN PLACE IN ORDER TO HAVE THAT CONTRACT. IF WE DIDN'T DO IT -- WE WOULD NEED TO SHOW THAT WE HAVE A TROLLEY $3.5 MILLION WE WOULD HAVE TO HAVE 3.5 APPROPRIATED IN ORDER TO AWARD A CONTRACT AND THAT'S GOVERNMENT ACCOUNTING ON THIS. 
          IF WE WERE TO SAY CASH FLOW, IT'S HALF OF IT. 
          THIS IS PRIMARILY THE BEACH TROLLEY IMPLEMENTATION WOULD BE NONRECURRING, RECURRING COST. WE COULD PUT A PORTION OF THAT BACK INTO A RESERVE ONLY FOR HER TO BE PULLED BACK OUT OF RESERVES AND 28. IT'S REALLY JUST ONE TIME CASH FLOWS, LESS OF A RECRUITING PROGRAM. 
          THIS IS A RECURRING PROJECT INITIATIVE. 
          >> WHAT YOU'RE SAYING IS YOU HAVE TO ALLOCATE THE 3.5 IN ORDER TO QUALIFY FOR THIS FEDERAL MONEY? 
          >> IN ORDER TO AWARD A CONTRACT IF THIS WERE A CONTRACT FOR EASEMENTS, FOR SETTING UP BUS SHELTERS, ET CETERA. 
          I DON'T WANT TO ALARM ANYONE BECAUSE THAT'S CERTAINLY NOT PART -- SPEAK OF THE NEIGHBORHOOD JUST 
          WENT CRAZY. >> I'LL BE ON YOUR SHOW AND A COUPLE OF DAYS BACKTRACKING ON THIS. 
          THE CONCEPT OF THIS IS THE ESTIMATE OF WHAT THIS PROGRAM COULD LOOK LIKE. THEY FEEL AS EARLY AS THE END OF 
          NEXT YEAR AWARD SUCH A PROGRAM. >> HOW MUCH DOES SPENDING GET US 
          BACK IN RETURN? >> THAT'S ALL PART OF THIS, THE FEDS DON'T SHOW THEIR CARDS UNTIL WE COME UP WITH A PROGRAM AND DESIGN AN END THE COMMUNITY BUYS OFF ON IT. 
          THE IDEA IS TO REDUCE OUR REQUIREMENT AND IF YOU THINK OF ST. AUGUSTINE BEACH, THAT'S A RECURRING 50 YEAR PROGRAM EVERY FIVE YEARS, SPLITTING THE COST AT THE LOCAL LEVEL HAS ALLOWED US TO RESPOND AND RENOURISH THAT BEACH. 
          AS ADDITIONAL ARMY CORPS PROJECTS, IF WE SEE THEM -- AGAIN THIS IS WHAT DR. GIAMMANCO WAS PRESENTING. 
          WE ARE LOOKING AT OTHER POTENTIAL ARMY CORPS PROJECTS. 
          THESE AGAIN WOULD BE 50 YEAR PROGRAMS WITH RECURRING BRING NOURISHMENT WITH OUR PERCENTAGE OF PARTICIPATION RIGHT NOW IT'S HIGH. WE HAVE TO COME UP WITH SOME 
          [01:55:02]
INITIATIVES. WE LOOKED AT BUYING LAND YOU MAY STILL HAVE TO BUY LAND. A TROLLEY IS ANOTHER OPPORTUNITY TOWARDS DRAWING DOWN -- MY ANSWER WOULD BE IF WE COULD GET IT DOWN TO WHERE WE HAD ACTED ST. AUGUSTINE BEACH IT'S CERTAINLY WHERE I WOULD LOVE TO TARGET. 
          AS DR. GIAMMANCO SAYS WE HAVE ONE OF THE BEST IF NOT THE BEST PERCENTAGE PARTICIPATION OF THE COUNTRY WITH THE WAY ST. AUGUSTINE BEACH WAS ESTABLISHED. 
          >> I WAS INVOLVED WHEN THAT WENT THROUGH. 
          IT WAS CONGRESSMAN TILLIE FOWLER WHO MADE THAT HAPPEN. 
          WE ARE GOING TO NEED SOMEBODY FROM THE FEDERAL SIDE -- WHAT I WOULD SUGGEST IS WE LOOK AT THAT NUMBER, THE 378,000, LOOK AT THAT NUMBER AND IT DOES COME UP AND WE HAVE IT HOLDING, WE HAVE $4.5 MILLION IN RESERVE. IF WE GET THIS OPPORTUNITY AND IT COMES IN PLACE WE PUT IT IN ENCUMBERED RESERVE TYPE SITUATION INSTEAD OF IN THE BUDGET WHERE IT LOOKS LIKE IT'S ACTIVE I THINK THAT WILL SATISFY WITH THE FEDERAL GOVERNMENT LOOKING FOR -- THEY'RE LOOKING FOR IDENTIFIED MONEY -- THAT'S HOW THESE TO OPERATE FOR 15 YEARS. 
          IF WE CAN LOOK AT THAT AND USE THAT $3 MILLION INSTEAD OF 3.5 WE USED 3 MILLION AND IDENTIFY IT AS ENCUMBERED RESERVES, WE KNOW WE CAN'T TOUCH IT AS A RESERVE. 
          I THINK THAT HELPS THE PROBLEM QUITE A BIT, PRETTY QUICKLY FROM OUR MARKETING ANXIETY. WOULD YOU GUYS AGREE WITH THAT? 
          >> UNDER ANY SCENARIO, IS BEACH MONEY CAP 5 GOING TO GO TO ANY OTHER CATEGORIES? IF NONE OF THAT MONEY IS GOING TO MOVE WHICH I DON'T THINK IT IS BASED ON THE PRESENTATION WE HAD THE OTHER DAY LAST TIME WE WERE HERE, OVER $100 MILLION WITH OF PROJECTS. $12 MILLION THAT YOU'VE GOT THERE IS NOT REALLY RELEVANT -- MOST ALL OF THOSE WERE UNFUNDED TO. WE ARE GOING TO BE IN SOME GRANT TO SITUATION BUT WE ALSO HAVE A TROLLEY COMPANY THAT OPERATES IN THIS COUNTY AND MY GUESS IS THEY CAN PROBABLY DO IT FOR CHEAPER, THE THREE AND HALF MILLION DOLLARS YOU CAN CONTRACT WITH THEM. MY GUESS IS THEY PROBABLY DO IT BETTER THAN ANYBODY. IS ANYBODY GOING WITH THEM? 
          >> THERE'S CRITERIA -- I'M ASSUMING IT STILL EXISTS. 
          THERE'S CRITERIA IN PROXIMITY TO WHERE THAT ACCESS COMES FROM. 
          WE CAN'T PULL THEM FROM DOWNTOWN, THEY HAVE TO BE -- I WANT TO SAY IT WAS A QUARTER OF A MILE OR HALF A MILE FROM THAT BEACH ACCESS TO MEET THE CRITERIA THAT EXISTED. 
          >> TALK ABOUT WHERE THE TROLLEY GOES? 
          >> WHERE THEY PARKED THE CAR AND WHERE THEY END UP. 
          WE CAN USE THE PARKING LOT -- SPEAK TO A CONTRACT WITH THE 
          TROLLEY TO RUN THE TROLLEY -- >> THAT'S NOT GOING TO GET US 
          THE GRANT. >> TOPIC OF THE PARKING FACILITIES THAT EXISTS THERE, I THINK THE FEDS WOULD SAY YOU PROVIDE IT -- AN OPPORTUNITY FOR THEM TO DO THAT. 
          >> IF WE HAVE THE TROLLEY AND WE USE CORNERSTONE PARK, THAT'S WITHIN THE RANGE OF WHERE THEY ARE GOING TO DO. 
          IF YOU ARE SHIPPING PEOPLE FROM 4 MILES AWAY THAT'S NOT GOOD TO MEET THE CRITERIA OF WHAT THE FEDS ARE LOOKING FOR. 
          IT HAS PROXIMITY ATTACHMENTS TO IT AND WE CLAIMED EVEN BACK THEN WE CLAIMED THE CITY OF ST. AUGUSTINE BEACH EVEN WAY BACK AT THAT POINT. IT'S MORE ABOUT GETTING THE MONEY FROM THE FEDS THAN IT IS THE TROLLEY. 
          >> THIS HAS NOTHING TO DO WITH THE CURRENT TROLLEY SYSTEM. 
          IT'S ASK THE TROLLEY COMPANY IF THEY WOULD RUN THAT ONE FOR YOU, 
          NOT THAT CONNECTS TO DOWNTOWN. >> THE CONTRACT IF THAT IS NOT WITH THE BULK OF THIS MONEY IS AT. 
          >> THREE AND HALF MILLION DOLLARS. 
          >> THAT'S NOT THE TROLLEY PORTION OF IT. 
          THAT IS BUYING EASEMENTS, BUYING CROSSWALKS, BUYING THOSE THINGS. 
          [02:00:03]
THE TROLLEY SYSTEM IS VERY INEXPENSIVE IN COMPARISON TO THE INFRASTRUCTURE OF GRADING THE QUALIFIES. 
          I AGREE WITH THAT WHEN WE GET TO THAT POINT BUT WE HAVE TO DO THE OTHER CRITERIA'S -- THE TROLLEY PORTION IS VERY SIMPLE COMPARED 
          TO THE REST OF IT. >> WE AREN'T GOING TO HIRE SHUTTLE BUS DRIVERS WITHIN THE COUNTY. 
          IT WOULD BE OUTSOURCED AND PRIVATIZED, ADMINISTRATOR ANDREWS HAS TASKED DR. GIAMMANCO REACHING OUT WITH THE WELL-KNOWN AND EXISTING TROLLEY PROVIDERS RIGHT NOW. 
          A LOT OF THIS IS INFRASTRUCTURE. TRANSPORTATION INFRASTRUCTURE ENGINEERING AND INFRASTRUCTURE. THE OPERATIONS WOULD COME AFTER 
          THIS, IF YOU WILL. >> MY QUESTION WOULD BE ANY TIME YOU SEE THREE AND A HALF MILLION DOLLARS ONE TIME YOU GET WHAT IN THE WORLD, WHERE DID THAT COME FROM? I'M NEVER SEEN THAT ONE BEFORE AND ALL OF A SUDDEN IT'S ON THE PAGE CLICK ON TRY TO GET AS MUCH INFORMATION AS I CAN ABOUT IT. 
          IF WE ARE DOING IT TO BUY LAND I GUESS WE DON'T HAVE ENOUGH INFORMATION YET, WE DON'T HAVE A DETAILED PROPOSAL IN FRONT OF US. IF YOU TOLD ME OF THE THREE AND A HALF MILLION DOLLARS, 2.75 OF IT IS GOING TO ACQUIRE RIGHT OF WAY AND DO THIS AND DO THAT AND IT WAS A CAPITAL EXPENDITURE I WOULD SAY WHY WOULDN'T WE JUST BORROW THAT? WHY WOULDN'T WE TAKE A 20 YEAR MORTGAGE AND ALL THE REAL ESTATE WE ARE HAVING TO ACQUIRE AND PAY THAT AS OPPOSED TO PAYING CASH FOR THIS BUILDING. I WOULD SAY IF WE HAVE A LOT OF CAPITAL COSTS I WOULD SUGGEST MAYBE WE NOT PART WITH IT ALL UP FRONT AND WE PAY IT OFF OVER TIME. 
          >> ABSOLUTELY. THINGS LIKE FINANCING, PART OF THIS WAS IMPACT FEES, PART OF THIS WAS WHEN THE BUILDING WAS BUILT. IF ITS 30-YEAR INFRASTRUCTURE OR 20 OR INFRASTRUCTURE WE ARE GOING TO LOOK AT IT FROM THAT STANDPOINT. TDT IS NOT A BOND REVENUE, ITS PLEDGE AFTER THE FACT. WE WILL HAVE TO DO A COVENANT TO BUDGET APPROPRIATE, WE WOULD UTILIZE COUNTIES CURRENT LEGIBLE REVENUE WOULD BE SALES TAX WHICH WE ARE UTILIZING A GOOD PORTION OF. WE ARE CAREFUL WITH BONDING, CERTAINLY. WE TAKE THAT INTO CONSIDERATION. 
          FOR THREE AND HALF MILLION DOLLARS, WE ARE GOING TO PAY BY THE TIME IT'S ALL SAID AND DONE $5 MILLION WITH INTEREST ON IT ESPECIALLY WITH INTEREST RATES RIGHT NOW. 
          IT'S A GREAT QUESTION, I'M NOT GIVING YOU A FULL ANSWER ON IT, WE'RE GOING TO LOOK AT IT FROM EVERY ANGLE ON THIS THING. 
          THIS IS THE REQUEST FROM THE DEPARTMENT, WHAT THEIR OBJECTIVE IS RIGHT NOW IS TO REDUCE THAT PARTICIPATION. 
          THEY ARE LOOKING AT WHAT A BEACH TROLLEY PROGRAM WOULD BE, THIS IS NOT THE OPERATION OF IT. THE OPERATION COST IS NOT IN HERE YET. THIS IS THE INFRASTRUCTURE WE WOULD HAVE TO DO AS THEIR BEST ESTIMATE AS WE GO THROUGH THIS PROCESS. IT IS A PLACEHOLDER IN THE BUDGET, AGAIN IT'S JUNE -- BY NEXT JULY OF THIS HAS BEEN FULLY VETTED AND THEY NEED TO MAKE CERTAIN PURCHASES WE HAVE SET ASIDE THOSE DOLLARS FOR A SINGLE CONTRACTOR THAT PUTS ALL OF THAT IN PLACE OF ITS INFRASTRUCTURE, WE ARE GOING TO LOOK AT ALL OF THIS. THIS IS A COST ESTIMATE FOR THIS NEXT LEVEL AND ITS ONE-TIME COSTS. 
          I DON'T KNOW IF IT RESOLVES NECESSARILY TO FAST-TRACK A LITTLE BIT. IT IS CATEGORY 5 I DON'T KNOW NECESSARILY IF THAT ADDRESSES ANOTHER CATEGORY RECURRING COST PROBLEM. THIS IS ONE TIME NONOCCURRING REVENUE, EXPENSE WORK WE ARE FOCUSED IN ON RIGHT NOW. 
          WE ARE LOOKING FOR OCCURRING REVENUE TO HANDLE THE MARKETING PROGRAM. WE WILL TAKE ALL THIS BACK -- AN ESTIMATE OF COST FOR INFRASTRUCTURE ONE TIME. 
          >> MY LAST QUESTION WILL BE IT SEEMS LIKE WE START THIS PROCESS AND AS OF NEXT YEAR MOST THE RESERVES SHORT OF CATEGORY 5 ALL THE RESERVES ARE GONE. THE QUESTION WAS BROUGHT UP EARLIER ABOUT THE POSSIBILITY OF RAISING THE TAX FROM 5 TO 6. 
          [02:05:09]
I READ CONFLICTING THINGS ABOUT IT AND I DON'T THINK I HEARD A DEFINITIVE ANSWER ABOUT WHAT MAKES A COUNTY ELIGIBLE, IF WE CAN PRESENT US WITH THAT, IF WE DON'T HAVE IT NOW IN A FUTURE MEETING TO SAY DEFINITIVELY YOU CANNOT DO IT AND THIS IS WHY. 
          I STILL HAVEN'T HEARD THAT. >> ABSOLUTELY, I WILL PROVIDE THE DEFINITIVE AT THE NEXT MEETING, HOW ABOUT THAT WAS MAC. 
          >> I HAD ONE QUESTION ON THIS FOR CLARIFICATION, SINCE YOU SAID THIS IS MAINLY FOR ACQUISITION ACCESS, ACCESS POINTS FOR 3.5 MILLION, IS IT SOMETHING THAT WOULD BE MORE FITTING FOR OUR GENERAL BUDGET INSTEAD OF DEVELOPMENT? 
          >> THIS WOULD BE TOURISM RELATED, THIS IS CERTAINLY TOURISM RELATED. THE OTHER SIDE OF THAT IT'S CERTAINLY AN ELIGIBLE EXPENSE, THAT WOULD BE -- WITH PROPERTY TAX REFORM WE ARE GOING TO BE SHIFTING IF IT MOVES FORWARD SHIFTING ITEMS OUT OF OUR PROPERTY TAX DOLLARS AND OTHER CATEGORIES SUCH AS TOURISM. IN FACT IT IS HOW WE ARE LOOKING AT THINGS RIGHT NOW, IF THIS REFORM WERE TO GO THROUGH HOW WOULD WE UTILIZE OTHER FUNDS OR RELY ON OTHER FUNDS WHERE NECESSARY -- IT IS CERTAINLY ELIGIBLE FOR GENERAL FUND AND IF THERE WERE EASEMENTS -- TRANSPORTATION BUT THOSE DOLLARS RIGHT NOW ARE CHALLENGED BY THIS REFORM, SIGNIFICANTLY -- 30% 
          REDUCTION. >> ARE YOU READY? 
          >> I THINK MAYBE WE SHOULD LOOK AT AS WE WERE TALKING ABOUT EARLIER WHERE WE HAVE LEGITIMATE THOUGHTS ON REDUCING EXPENDITURES AND WE CAN SEE HOW MUCH MONEY WE CAN POTENTIALLY -- I'M HAPPY TO SPEAK ABOUT VISITOR CENTERS. 
          I TOOK SOME TIME AND DID AN ANALYSIS, I WROTE A WHITE PAPER ON WHAT A MODERN VISITOR CENTER TASTES LIKE, FEELS LIKE AND WE HAVE THREE OF THEM IN THE BUDGET. 
          WE HAVE ONE ON ST. AUGUSTINE BEACH, WE HAVE ONE IN DOWNTOWN ST. AUGUSTINE, AND WE HAVE ONE IN PONTEVEDRA THROUGH THE CHAMBER. SIX PAGE DOCUMENT -- 
          >> I WOULD LIKE TO GO FIRST, THEN. 
          >> MINES NOT SIX PAGES I WILL LET YOU GO FIRST BECAUSE IT'S 
          YOUR LAST DAY. >> I HAVE ZERO PAGES I HAVE A QUESTION BACK TO THE BEGINNING OF THIS DISCUSSION. 
          WHAT IS THE TOTAL AMOUNT OF EXPECTED TDT DOLLARS FOR 27 
          VERSUS 26? >> IF YOU LOOK UP HERE, IF WE HAVE 0% THAT WOULD BE 26, $23.8 MILLION. 
          THAT'S THE TOTAL REVENUE -- THAT'S JUST TDT TAX, NOT ACCUMULATED RESERVES. 23.8 MILLION, 3% THAT'S WHAT WE ARE PROJECTING WILL BE $24.5 MILLION FOR 27. 
          >> VERY GOOD, THANK YOU. >> YOU'RE WELCOME. 
          >> THAT'S EASIEST QUESTION I'VE HAD TO. 
          >> HE'S THE NICEST ONE HE'S LEAVING US. 
          >> WHAT I'M LOOKING AT WRAPPED UP MY NOTES HERE YOU SAID IS 227,000 IN CATEGORY FOUR IN SALARIES -- 
          >> THAT'S OVERREPRESENTATION IN SALARY AND BENEFITS BUDGET. 
          >> I'VE A QUESTION ABOUT FIREWORKS FOR 50,000 OF THE SAME DAY WE ARE PAYING THE CITY OF ST. AUGUSTINE, A VERY SUCCESSFUL 
          PROGRAM FOR 35,000. >> I WAS ALSO COULD ASK ABOUT 
          THAT. >> I DON'T UNDERSTAND THAT COMPETITION AND WHY WOULD THE NEW ONE GET MORE THAN THE ONE THAT HAS BEEN SUCCESSFUL. I HAVE A QUESTION ABOUT THAT, I DON'T THINK -- WE ARE ALREADY OVERWHELMING OUR HOTELS AT THAT POINT IN DOUBLING DOWN ON THAT MONEY. 
          I'M NOT SURE IF THERE'S ANYONE I JUST MADE ANGRY BUT I -- IT 
          [02:10:04]
DOESN'T SEEM NECESSARY TO HAVE TWO EVENTS AND ESPECIALLY NOT GIVE MORE TO ONE THAT HAS BEEN DOING IT. 
          THAT'S ONE OF THE QUESTIONS. GOING TO CATEGORY 5. 
          THE BEACH WALKOVER'S. BUTLER BEACH I'M ASSUMING THAT IS AT THE PARK ITSELF AT BUTLER EAST, WHERE THAT WALKOVER IS. 
          IS THAT HIP REPLACEMENT OR IS THAT A NEW ONE? THE SAME QUESTION FOR CRESCENT BEACH. 
          F STREET HAS ZERO PARKING. >> ITS REPLACEMENT? 
          >> THEY ARE BOTH REPLACEMENTS PERIODS F STREET A REPLACEMENT? ALL THREE ARE REPLACEMENTS? F STREET DOESN'T HAVE PARKING, I'M NOT SURE IF THE NEIGHBORHOOD HAS BEEN TALKED TO ABOUT THAT -- YOU REDO THAT, YOU'RE GOING TO BE IN A RESIDENTIAL AREA. 
          I WOULD STRONGLY SUGGEST IF YOU HAVE TO GET RID OF ONE, F STREET 
          MIGHT BE THE ONE THAT GOES. >> I WOULD ARGUE THAT PRETTY MUCH EVERY SINGLE WALKOVER IS IN A RESIDENTIAL AREA ON ST. AUGUSTINE BEACH. STILL WIDELY USED, I PERSONALLY USE THE E STREET WALKOVER ALMOST EVERY TIME I GO TO THE BEACH. 
          I'M GOING TO FIGHT FOR THE F STREET ONE. 
          >> I DON'T KNOW THE CONDITIONS OF THOSE, WE USED TO DO THREE OR TWO A YEAR IF THEY ARE NOT SAFE THEY NEED TO BE DONE. 
          IF ONE CAN GO AWAY I WOULD SUGGEST WE GO TO THE ONES THAT 
          HAVE THE MOST PARKING. >> THAT WOULD BE THE RECOMMENDATION, THE THROWBACK UNLESS THERE IS PUBLIC SAFETY. 
          >> I WOULD GO TO WHICHEVER ONE IS IN THE WORST CONDITION AND 
          CAN'T MAKE IT ANOTHER YEAR. >> PUBLIC SAFETY IS GOING TO BE 
          THE FIRST PRIORITY. >> THE RECOMMENDATION IS THREE WALKOVER'S DOWN.TWO, BASED ON A COUPLE PRIORITIES -- PARKING AS WELL THE CONDITION OF A TIP IT'S A PUBLIC SAFETY CONCERN. 
          >> MY OTHER ONE IS WHERE I WAS GOING TO GO BACK, LOOK AT THE 180 ON THAT BUDGET ITEM. IN CATEGORY FOUR OR. 
          >> ALSO AT F STREET THERE IS A MINI HOTEL THERE, THERE ARE TOURISTS ACROSS THE STREET THAT ARE GOING TO BE USING THE 
          WALKOVER. >> I THINK WE NEED -- 
          >> AND I KNEW MULTIUSE PATH THAT WILL BRING TRAFFIC TO THE AREA. 
          >> DON'T BRING THAT ONE HERE. [LAUGHTER] I THINK THE CONDITIONS ARE GOING TO SET THE PRIORITY ON THAT. 
          THAT'S AREAS WHERE I SO WE COULD POSSIBLY DO SOMETHING. 
          >> ONE OF THE AREAS IN CATE CATEGORY 2, IT WOULD NOT COME OUT OF TDC FUNDS? YOU SAID IT WOULD ONLY BE 
          PRIVATE FUNDS? >> I TOOK IT TO THE COUNTY, THIS IS WHERE THEY SUGGEST THAT IT GO. 
          THAT'S WHY I PUT BEFORE THE BUDGET PROCESS. 
          >> I THINK WE'RE COMING INTO A PERIOD OF TIME DEPENDING HOW NOVEMBER GOES OF INCREASED SCRUTINY ACROSS BUDGETS AS YOU SAID EARLIER. ONE OF THE THINGS I'VE SEEN HERE IS WE GIVE $325,000 THE PGA TOUR FOR THE PLAYERS CHAMPIONSHIP. 
          OBVIOUSLY I'M A HUGE PROPONENT OF THE PLAYERS CHAMPIONSHIP. 
          SOMEONE WOULD HAVE TO EXPLAIN TO ME THE LOGIC BEHIND GIVING $325,000 THE PLAYERS CHAMPIONSHIP. 
          IT'S NOT THAT THEY DON'T DESERVE OUR SUPPORT, BUT THE TOTAL PERSON THAT TOURNAMENT IS $25 MILLION, THAT'S WHAT THEY PAID TO THE PLAYERS WHO PARTICIPATE IN THE TOURNAMENT, $25 MILLION. IT SEEMS LIKE $325,000 TO THEM IS A ROUNDING ERROR. BUT TO US IT'S REAL MONEY AS WE ARE FIGHTING AND SCRATCHING AND CLAWING OVER EVERY NICKEL ON 
          [02:15:02]
THIS THING. I THINK THAT IS WORTHY OF OUR 
          CONVERSATION. >> THE CHAIR: IS THAT CONTRACTUAL? I'M ASSUMING IT DOES IT'S THE WHOLE REASON I DIDN'T EVEN LOOK AT IT. 
          -- >> IF IT'S CONTRACTUAL IT'S FINE WHEN THE SET UP FOR NEGOTIATION, WHEN CAN WE REVISIT THAT? I LIVE RIGHT ON THE STREET FROM THE THING I'M A HUGE PROPONENT AND IT'S WONDERFUL. IT'S KIND OF TONE-DEAF IN THE BIG SCHEME OF THINGS FOR US TO BE WRITING THEM A CHECK FOR $325,000 WHEN THE AMOUNT OF MONEY IS BEING PAID OUT IS RELATIVELY THAT'S WHAT WE ARE GIVING TO THAT, WHAT ARE WE DOING HERE? I WOULD LIKE MORE INFORMATION ABOUT THE NEXT TIME, WHAT IS THE CONTRACT, WHEN IS IT UP FOR RENEWAL AND WHAT DOES THAT LOOK LIKE? 
          >> IRVING YOU GET TO CLOSE US OUT -- 
          >> I DID HAVE ONE MORE QUESTION, I CAN LET IRVING GO AND I CAN 
          ASK MY QUESTION. >> I'M NOT GOING TO READ THE SIX PAGES. BASICALLY, THE EXECUTIVE SUMMARIES SAID VISITORS CEN CENTERS -- IT IS MOBILE CENTERS HAVE A LITTLE BIT MORE MERIT, NOT A LOT, THEY ONLY WORK. 
          THEY DON'T REALLY WORK IN A SUBSTITUTE FOR VISITORS CENTER, THERE'S NO RETURN. TO GET A LOT FEWER PEOPLE THAN YOU DO FOR THE INTERNET. BASICALLY HOW PEOPLE'S BEHAVIOR, THIS IS ACTUALLY COMING UP WITH TWO OF THE MAJOR SUBJECTS WE TALKED ABOUT EARLIER. BEFORE RIVAL VISITORS RESEARCH DESTINATIONS ONLINE, BOOK HOTELS AND ATTRACTIONS DIGITALLY, READ REVIEWS AND RATINGS AND FOLLOW DESTINATIONS TO SOCIAL MEDIA CHANNELS, DURING THEIR VISITS, TRAVELS INCREASINGLY RELY ON SMARTPHONES, GPS NAVIGATION, MOBILE TICKETING, QR CODES, REAL-TIME EVENTS, AND DIGITAL. INFORMATION IS NOW AVAILABLE THE TRADITIONAL WALK IN VISITORS CENTER SERVES A MUCH SMALLER PORTION OF THE TOTAL VISITORS THAT IT ONCE DID. 
          THE NEED FOR INFORMATION REMAINS. 
          OF THE METHOD OF DELIVERY HAS CHANGED. 
          THAT IS THE CRUX OF THE ISSUE AND THE OTHER CRUX OF THE ISSUE IS OPERATIONAL ROLES, STAYING INAPPROPRIATE LANES. 
          LOCAL GOVERNMENTS SHOULD NOT BE RUNNING VISITORS CENTERS, THEY SHOULD BE PUT IN FOCUSING ON PUBLIC SAFETY, INFRASTRUCTURE, TRANSPORTATION, PARKING, MOBILITY, SOLUTIONS, PUBLIC SPACES, QUALITY OF LIFE, AND VISITOR MANAGEMENT. 
          CHAMBER OF COMMERCE IS THE PRIMARY ROLE OF THE CHAMBER IS TO REPRESENT STRENGTHS OF BUSINESS COMMUNITIES TO SEE WORKFORCE DEVELOPMENT, LEADERSHIP PROGRAMS, ECONOMIC POLICY, BUSINESS RETENTION, MEMBER SERVICES, AND COMMUNITY CONVENING. DESTINATION MARKETING RIGHT NOW, BRANDON, PUBLIC RELATIONS, GROUP SALES, VISITOR ENGAGEMENT. 
          SIMULTANEOUSLY SEVERAL RISKS EMERGE, DUPLICATE SPENDING -- BIG ONE. CONFUSING MESSAGING, FRAGMENTED ACCOUNTABILITY, MISSION OVERLAP, AND REDUCED EFFICIENCY. 
          COMMITTEES SHOULD AVOID SITUATIONS WHERE CITIES, CHAMBERS AND DESTINATION MARKETING AND ORGANIZATIONS ALL PERFORM SIMILAR VISITOR SERVICE FUNCTIONS USING PUBLIC RESOURCES. THE OBJECTIVE SHOULD BE RESPONSIBILITY AND MEASURABLE RESULTS THAT THE SUMMARY OF IT, WE ARE SPENDING MONEY INEFFICIENTLY. 
          >> WOULD YOU INCLUDE THAT WITH DOWNTOWN ALSO? 
          >> THE DOWNTOWN ONE IS THE ONLY THING FOR THE LAST THREE YEARS THAT HAPPENED THAT THE VISITORS CENTER IS THE BATHROOMS GET USED TO LOTS. I WOULDN'T RECOMMEND PULLING ALL THE MONEY, BUT HAVING A VISITOR CENTER VERSUS A REALLY AMAZING APP -- IF WE WERE REALLY SMART WE WOULD DO TWO APPS, A RESIDENT 
          [02:20:05]
APP AND WE WOULD DO A VISITORS APP. 
          THEY WOULD BE VIRTUALLY THE SAME BUT THEY WOULD BE BRANDED AND MARKETED DIFFERENTLY. BUT FOR PROBABLY $100,000 WE COULD CREATE A KILLER APP -- WE SPENT 50 ON THE NIGHTS OF LIGHTS I THINK. FOR 100,000 WE SHOULD HAVE A KILLER APP AND RIGHT NOW WE ARE SPENDING 650,000 A YEAR. 
          OF ALL THE THINGS THAT $650,000 BUDGETS DO TWO THINGS THAT I SEE WE SHOULD FIGURE OUT HOW MUCH WE SHOULD SPEND IS FOR BATHROOMS AND FOR THE AUTISM -- I THINK THE REST OF IT SHOULD GO TO AN APP AND I WOULD PULL 400 GRAND OUT OF THAT LINE. 
          >> WHO OWNS THE FACILITIES THE VICS ARE IN, DO WE HAVE ANY CONTRACTUAL OBLIGATIONS WITH THE LEASES OR MORTGAGE PAYMENTS? 
          HOW WOULD THAT IMPACT -- >> THE MAIN ONE DOWNTOWN IS THE CITY. THE COUNTY THROUGH THE PEER AND I THINK WE LEASE SPACE -- IS THAT CORRECT? 
          >> WE ALREADY SAID WE WEREN'T GOING TO USE SPACE ANYMORE. 
          >> I THINK THE CITY HAS THE MAIN ONE DOWNTOWN. 
          I THINK ALL WE DO IS PAY INTERNET THERE, THE STAFF IS THERE. I DON'T THINK WE PAY ANYBODY IN 
          ADDITION TO THAT. >> WE DO PAY SOME STAFFING AT THAT'S RECOMMENDED TO BE INCLUDED AT THE 27 AT THE PEER. 
          WE HAD VIC STAFF RECOMMENDED NOT TO MOVE FORWARD AND LET THAT COST BE ABSORBED AT THE PORTION, ANOTHER BIG DOLLAR AMOUNT. 
          >> DOES THE CITY DONATES THAT SPACE? 
          HOW DOES THAT -- >> THE CITY OPERATES. 
          >> CONTRACTUAL WITH THEM. >> JUST GIVING THEM MONEY. 
          >> YES, THE CITY OWNS THAT BUILDING IT'S A HISTORICALLY SIGNIFICANT BUILDING THAT WE HAVE RENOVATED AND $400,000 COMES INTO THE CITY AND PAYS FOR STAFF. 
          TALKING ABOUT 27 PEOPLE PER MONTH -- YOU SEE THE PLACES FILLED, OUR STAFF ARE CHATTING WITH THEM THEY KNEW WHO WE ARE TALKING TO FROM EACH COUNTRY, FROM EACH STATE, LOCALLY, FROM THE AREA -- THAT IS WHAT THE FUNDS ARE PAYING FOR. 
          WE HAVE THE STAFF IN THE COMMUNITY COME IN DOWN TOWN MAY BE HAVE SEEN THEM. ARE AMBASSADORS WALKING AROUND IF YOU EVER WALKED AROUND DOWNTOWN I'M ALWAYS STOPPED BY SOMEBODY ASKED ME A QUESTION. WAS NICE WE HAVE PUT OUR STAFF OUT THERE REALLY HELPING PEOPLE ON THE GROUND THAT'S WHAT MONEY GOES TOWARDS I'M HERE TO ANSWER ANY QUESTIONS. 
          >> BUT MOST OF THE BUSES GET DROPPED OFF IN THAT AREA. 
          I'M WITH YOU AND I DON'T THINK WE SHOULD GO COLD TURKEY THERE, A SIGNIFICANT NUMBER. I WOULD LIKE TO SEE A STRATEGIC PLAN FOR HOW WE BACK AWAY FROM THAT. 
          >> I'M IN THERE ABOUT ONCE A DAY, WALKING THROUGH THERE. 
          I'M FINDING THE NUMBERS THE CITY'S REPORTING IT'S A MATHEMATICAL FORMULA FOR THE AMOUNT OF CARS. 
          I DON'T THINK THE FORMULA HAS CHANGED OVER THE YEARS AS BEHAVIORS CHANGE WITH THE ADVENT OF MORE APPS AND THINGS LIKE THAT. I THINK WE ARE USING OLD MATH END OF PEOPLE ARE UNCOMFORTABLE THERE IS VERY SIMPLE TECHNOLOGY OF PEOPLE COUNTERS AND THINKS ABOUT NATURE NATURE THAT ARE EXTREMELY ACCURATE IF WE WANTED TO DO AN EVALUATION. 
          I THINK WE HAVE BEEN USING THE SAME FORMULA FOR YEARS BECAUSE THE NUMBERS SEEM CONSISTENTLY HIGH, BUT NATIONALLY VISITATIONS TO VISITORS CENTERS ARE DOWN ABOUT 75 TO 90%. 
          [02:25:02]
          >> THEY CAN FIND IT ONLINE. >> BECAUSE THEY ALREADY KNOW THE ANSWER THE QUESTION. THEY STILL GO IN FOR THE BATHROOM. I THINK IF I OWNED THAT BUILDING I TURNED IT INTO A NATHANIEL HALL TYPE OF SITUATION AND I WOULD DO RENT FREE AND LET LOCAL BUSINESSES BE THERE AND CHARGE THEM A PERCENTAGE OF THE REVENUES FOR THEIR RENT AND TURN IT INTO A COOL THING THAT PEOPLE WANT TO GO TO INSTEAD OF A PLACE WHERE PEOPLE JUST GO IN THERE BECAUSE THERE'S AIR CONDI 
          CONDITIONING. >> I JUST KNOW THAT'S WHERE THE FOURTH-GRADERS ARE, THAT'S WHERE MY CONCERN IS. 
          >> ALL I'M SAYING IS WE HAVE A MILLION-DOLLAR PROBLEM WITH THE BUDGET -- EVERYTHING THAT'S IN THE BUDGET CAN BE DEFENDED. 
          BUT IF WE DON'T MAKE HARD DECISIONS THEN GUESS WHAT? WE DON'T HAVE ENOUGH MONEY. THAT'S THE DEAL, THIS IS REAL LIFE. WE NEED TO BE TOUGH AND MAKE HARD, HARD DECISIONS. NO ONE IS GOING TO BE HAPPY IF WE CUT. IF WE DON'T DO THE CHAMBER, THEY'RE GOING TO BE MAD TO. IF WE TAKE AWAY THE VC BECOME OF THE CITY IS GOING TO BE MAD. IF WE TAKE AWAY THE FIREWORKS, VILLANO IS GOING TO BE MAD. ALL OF THOSE THINGS ARE TRUE. 
          BUT CAN WE AFFORD THEM? NO. 
          WE ARE KIDDING OURSELVES IF WE ARE NOT ADULTS IN THE ROOM AND BE REALLY HARD WITH THE BUDGETS. WE EITHER HAVE TO BE TOUGH TO BE 
          PASSIVE AND WALK AWAY. >> WE HAVE TO BE REALISTIC. 
          CAN YOU GUYS DO SOMETHING TO SEE -- I UNDERSTAND WHAT HE'S TALKING ABOUT WITH THE FORMULA AND THINGS HAVE CHANGED. 
          CAN WE DO A STUDY ON THAT TO DEFEND SOME OF THOSE NUMBERS? IF YOU CAN DO THAT I THINK THAT WILL HELP. 
          >> IT WILL MAKE ME FEEL MORE COMFORTABLE ABOUT ITS COME I DON'T KNOW WHERE EVERYBODY ELSE IS WITH IT. 
          I DO SEE SOME VOLUME ACROSS FROM THE RENAISSANCE, ITS PROXIMITY TO US. WE GET TO SEE QUITE A BIT OF THAT TOO. IT'S BETWEEN YOU AND OUR PLACE. 
          IF YOU CAN COME BACK WITH NUMBERS I WOULD LIKE TO SEE 
          WHERE WE ARE AT WITH THAT. >> SURE. 
          >> EVERYBODY OKAY WITH THAT REQUEST? 
          >> CAN I ASK SPECIFICALLY ABOUT THE NUMBERS THERE. 
          THE PONTEVEDRA LINE HAS HUNDRED 80,000 BUT THE MOBILE VIC REQUEST FROM THE CHAMBER WAS 78,000, ARE THERE OTHER CHAMBER SERVICES THAT ARE WRAPPED INTO THAT NUMBER OR IS IT JUST FOR THAT VIC. IF THAT'S THE CASE WE COULD CUT THAT NUMBER IN HALF BASED ON THE CHAMBER'S REQUEST. 
          THERE IS AN AUTISM LINE FURTHER UP, A SPECIFIC LINE ALTHOUGH THAT LIGHT DOES NOT HAVE ENOUGH MONEY IN IT. 
          MAY BE BETWEEN THE TWO. >> I CAN'T SPEAK TO THE BUDGET. 
          TYPICALLY IT WAS IN THE PAST YOU CAN CONFIRM -- I CAN'T SEE VERY WELL HERE. 156,000, THAT'S WHERE WE GOT LAST YEAR. YOU CAN TAKE AWAY MONEY FROM -- WE ARE REQUESTING THE SAME AMOUNT. 
          >> 75 TO 35 BUT I THINK YOUR REQUEST NEEDED 25-17. 
          >> TOWARDS THE TOP. >> I DON'T KNOW HOW YOU BREAK THAT DOWN, TYPICALLY THE REQUEST THAT YOU HAVE -- 
          >> I GUESS A TOTAL 180 AND 35 TOTAL, THE 215 REQUEST FROM THE 
          CHAMBER. >> WE HAVE THAT CHAMBER'S REQUEST SPLIT HERE ON A COUPLE OF LINES. 
          YOU HAVE A FEW COME DOWN HERE UNDER PROFESSIONAL FEES THERE IS A SUB LINE HERE CALLED AUTISM CERTIFICATION AND LAST YEAR THAT WAS FUNDED AT $75,000. I DON'T THINK I TOUCHED IT. 
          THIS YEAR FOR FISCAL YEAR 27 IT'S PUT IN THE BUDGET AT 35 THAT DOES ALIGN. TWO FIGURES THE CHAMBER'S REQUEST THAT A LENS FOR THE TOTAL FROM THAT. 
          THE OTHER PORTIONS FROM THE CHAMBER'S REQUEST ARE SHOWN HERE IN VISITOR INFORMATION SERVICES WHICH IS 54807 MORE THAN THREE QUARTERS OF THE WAY DOWN THE PAGE. 
          [02:30:02]
YOU SEE THERE IS CHAMBER SERVICES AND THAT'S SHOWING, THE REST OF THE CHAMBER'S REQUEST IS NOT SPECIFIC, THE COUNTY OVER THE YEARS HAS SPLIT BETWEEN VIC AND CONTRACTUAL SERVICES WE'VE GONE BACK TO COMBINING ALL ONE CONTRACT AND WE BEEN PUTTING IT UNDER THE VIC. IN THEORY, WE CAN GO BACK AND CHECK, THE 180 THAT IS REFLECTED IN THE VIC LINE PLUS A 35 FOR AUTISM SHOULD ADD TOGETHER TO MEET WITH THE CHAMBER IS 
          REQUESTING. >> THANK YOU. 
          >> WHILE WE ARE LOOKING AT CUTTING I ALSO THINK THE OTHER THING I WAS SURPRISED WHEN WE SAW THE BUDGET AS LAST MONTH WE HAD AN IN DEPTH DISCUSSION ABOUT EXPANDING THIS OUT LOUD AND REALLY TARGETING ON THE SHOULDER. 
          MAC, I BELIEVE THE OVERWHELMING FEEDBACK WAS THAT WAS A POSITIVE IDEA AND THERE IS NOTHING IN THE BUDGET AND I JUST WANT TO SHARE A COUPLE THINGS, I'M NOT ADVOCATING THAT WE DON'T FIRST TRY TO FIND OUR SPENDING PROBLEMS BEFORE WE ADD MORE MONEY. BUT I WANT TO REALLY TALK ABOUT BEING FORWARD THINKING IN MARKETING AND THE THINGS THAT ARE IMPORTANT TO JEFF AND DIANA AND TO SUSAN IS TALKING ABOUT CULINARY WINE, CRAFT, ALL OF THAT -- THERE WAS A PAGE IN THE "MIAMI HERALD" ABOUT HOW KEY WEST IS CHANGING THEIR ST STYLE -- THIS FOR EVERYONE WHO KNOWS THIS IS OUR LOGO, THIS IS OUR NEW WIND LOGO, SIP OUT LOUD THAT I DEVELOPED AND THIS IS OUR FOOD LOGO, TASTE OUT LOUD. WHEN YOU PUT THE THREE CONCEPTS TOGETHER OF SIP, TASTE, AND TO SING AND IF YOU LOOK CLOSELY THEY ALL THE GUITAR ELEMENT IT, YOU START BUILDING A REALLY STRONG BRAND. I'VE TAKEN THE LIBERTY AND I'M DOING A SIP OUT LOUD EVENT AT MY HOTEL TO DO A TEST. 
          THIS IS A PROPOSAL I'M NOT GOING TO GO THROUGH ALL THE DETAILS AND BRING IN HIGH END WINERIES AND HIGH END FOOD AND BEVERAGE AND TYING IT IN TWO MUSICIANS FROM SING OUT LOUD AND FROM THE SINGER-SONGWRITER EVENT. WE START BRANDING TOGETHER THAT SIP OUT LOUD IS A COOL THING. OVER A PERIOD OF TIME, THIS IS HOW WE START BUILDING THE BRAND OF CULINARY AND BEVERAGE AND MUSIC, ALL PART OF THE FABRIC OF ST. JOHNS COUNTY. 
          THAT'S WHERE THE MARKET IS. JEFF AND I SPOKE THE OTHER DAY -- IF YOU CAN COME UP FOR A SECOND I HATE TO PUT YOU ON THE SPOT BUT YOU WERE TALKING ABOUT HOW THIS SEEMED TO MAKE SENSE WHERE YOU WERE HEADING WITH IT. I APPRECIATE HEARING FROM OTHER 
          PEOPLE BESIDES MYSELF. >> BOTH OF OUR CONVERSATIONS WERE ABOUT HOW WE INVEST ON A MICRO LEVEL AND SOME OF THESE SMALLER IDEAS TO GIVE THEM LEGS. IT'S ALMOST CLUSTER THEORY. 
          WITH THE GREAT SUCCESS OF SING OUT LOUD WHAT THE CULTURAL COUNCIL IS FACETED IN THIS HOW WE ADD OTHER ELEMENTS OF ART TO MUSIC. THAT DOES INCLUDE WHAT WE ARE TALKING ABOUT, CULINARY AND BEVERAGE SERVICES. 
          WHEN WE THINK ABOUT WHAT WE DO IN PRODUCT DEVELOPMENT FOR THE CULTURAL COUNCIL, IT'S A FOSTERING GREAT IDEAS LIKE THIS. 
          IF THERE IS NOT AN ENTITY LIKE US TO REACH OUT TO DO SAY HOW DO WE BRING THIS TO FRUITION AND QUICKLY? QUITE HONESTLY WE MISS THOSE OPPORTUNITIES. 
          THAT'S WHAT I BELIEVE MOST OF OUR CONVERSATIONS HAVE BEEN AROUND. WE NEED TO BE STRATEGIC BUT WE NEED TO BE NIMBLE AND RECOGNIZE WHEN THE LITTLE BIT OF SUPPORT COULD PROVIDE THAT PROPER SEED IN FERTILIZATION FOR A GREAT 
          OPPORTUNITY TO GROW. >> CAN YOU TALK ABOUT -- 
          >> DON'T GO ANYWHERE, JEFF. >> ON HOW THIS ALL TIES INTO I 
          ITS? >> ONE OF THE THINGS WE WERE 
          [02:35:07]
TALKING ABOUT, HELPING ELEVATE AND SUPPORT AND UPLIFT NOT ONLY MUSIC BUT ARTS, CULTURE, AND HERITAGE. 
          WE WENT OUT EARLIER THIS YEAR LOOKING FOR A BOUTIQUE P.R. 
          AGENCY. IS NOT SOMETHING WE CAN HANDLE IN-HOUSE, WE NEED TO HELP AMPLIFY THE MUSIC AND EVERYTHING THAT'S GOING ON HERE. WE ARE IN THE PROCESS, WE HAVE A NEW AGENCY COMING ON BOARD. WE ARE GOING TO BE FOCUSED IN THESE VERTICALS. THEY KNOW HOW TO GET THE NATIONAL RECOGNITION FOR A THE KNOW HOW TO MANAGE IT. 
          IN ADDITION WHEN WE DID ALL OF THIS WE PULLED IN DIANA AND JEFF IN OUR SELECTION COMMITTEE. THERE WILL ALSO BE A PART OF MANAGING THIS AGENCY, IT WILL BE THE FOUR OF US AND WE FELT THIS WAS IMPORTANT ENOUGH. GABE WAS THRILLED AND WE WERE SUPER EXCITED TO BE ABLE TO TAKE THAT LIFTING UP TO THE NEXT 
          LEVEL. >> THEY COULD BE SOMETHING ELSE BUT THE CONCEPT OF DOING CULINARY MUSIC AND BEVERAGE, HIGH END BEVERAGE IS WHERE THE WORLD IS GOING AND REALLY WHERE WE SHOULD BE TARGETING OUR MESSAGE AND PUTTING A LOT OF EFFORT. THE ENTIRE BUDGET WE LOOKED AT HAD NO MONEY TO EXPAND. I HAVE A CRAZY CONCEPT I HAVEN'T TALKED IN DETAIL WITH GABE YET THERE IS AN IDEA ON HOW TO BRING EVENTS TO EVERY NEIGHBORHOOD AND ST. JOHNS COUNTY OVER A YEAR. 
          TO DO SMALL, MICRO EVENTS ALL TIED TO THIS BRAND THAT ONE WEEK IT'S IN DOCKET TO MIKE HASTINGS AND IT'S IN DOWN IN PONTE VEDRA. 
          EVERYWHERE IN THE COUNTY AND MAKE IT A RESIDENT FOCUSED, CULTURALLY DRIVEN COUNTY. ONE OF THE YEARS WE WILL GET TO THE POINT WHERE WE ARE SO WELL-KNOWN FOR OUR CULTURE THAT PEOPLE WANT TO COME HERE NOT BECAUSE THERE IS AN EVENT BUT BECAUSE IT'S LIKE AUSTIN OR NATIONAL OR SOMETHING LIKE THAT. 
          THAT'S THE MOTIVATOR FOR PEOPLE TO COME HERE AND WE WILL GET OUT OF THE EVENT BUSINESS AND GO INTO THE BUSINESS OF THIS IS THE PLACE I WANT TO GO TO WIN FLORIDA BECAUSE IT'S THE COOLEST PLACE IN THE STATE. WE HAVE TO THINK THAT WAY IF WE WANT TO GENERATE REVENUES HIGHER THAN WE ARE LOOKING RIGHT NOW. 
          WE ARE LOOKING PASSIVELY, WE ARE NOT BEING AGGRESSIVE ON THE EXPENSE SIDE AND WE ARE NOT BEING AGGRESSIVE ENOUGH ON GOING OUT THERE AND GETTING OUT OF OUR COMFORT ZONE. 
          I ENCOURAGE US TO FIND SOME MONEY IN THE BUDGET ALSO TO THINK THIS WAY BECAUSE I THINK SUSAN AND JEFF AND GABE, AND DIANA CAN DO SOME AMAZING THINGS. 
          THE PRESS WE RECEIVED FOR THE JAMES BEARD WAS HUGE. 
          WE SHOULD -- IF WE ARE GOING TO DO A SPANISH WINE FESTIVAL, WE SHOULD GO TO THE SPANISH AMBASSADOR AND HAVE HIM BRING THE TEN BEST SPANISH WINEMAKERS FROM SPAIN AS PART OF A SPANISH DELEGATION. WE'RE GOING TO DO THINGS. 
          >> I GOT TO BRING US BACK TO BUDGET -- I'M SORRY, ALL OF IDEAS ARE GREAT AND I SPOKE TO JEFF -- HE SAID DIANA WILL BE HERE AND SUSAN. ABOUT ANY CROSS WHERE WE CAN SAVE MONEY ON THIS MARKETING AND MAXIMIZE GOING BACK DOUBLING UP. 
          I THINK WE HAVE A GREAT TEAM BETWEEN THOSE THREE ORGANIZATIONS THAT'S GOING TO DO US RIGHT. 
          AS FAR AS THE BUDGET GOES TO FEEL LIKE YOU HAVE ENOUGH INFORMATION FROM US? AND HE NEED FOR US TO SUMMARIZE TO GO TO THE NEXT STEP ON THE BUDGET? 
          >> YES. ANYTHING YOU GUYS CAN PROVID TO ME AT THIS POINT, YOU'RE NOT TASKED OVERALL WAS SOLVING THE BUDGET. YOU ARE HERE TO ADVISE AND PROVIDE RECOMMENDATIONS. ANY AND ALL INFORMATION WE WILL TAKE BACK. WE HAVE SOME HOMEWORK TO DO AS WELL. I KNOW MEREDITH HAS SOME HOMEWORK, I HAVE SOME HOMEWORK IN TERMS OF 6%. 
          [02:40:02]
THERE ARE CERTAINLY SOME ITEMS, THERE'S BEEN COMMENTARY ON RECOMMENDATIONS FOR ITEMS THAT COULD BE REDUCED. 
          ANY AND ALL INFORMATION I CAN GET FROM THIS GROUP WILL BE 
          HELPFUL. >> I WOULD LIKE TO GO THROUGH THE BOARD FOR EVERYONE TO GIVE A COMMENT ON WHERE WE ARE AT BEFORE WE LEAVE THIS BUDGET TOPIC. 
          I'M GOOD TO START WITH MICHAEL. >> THANK YOU TOO. 
          THE LETTER OF THE LAW FOR -- $5 IS ONE THING BUT THE SPIRIT OF IT IS ANOTHER. IT HAS BEEN TO PROMOTE THE DESTINATION. WE REALLY DO HAVE A PHENOMENAL LEADERSHIP, WE HAVE GREAT PERFORMANCE, PARTNERED WITH A PHENOMENAL ADVERTISING AGENCY AND GREAT TRACTION, WE HAVE BEEN IN THIS ROOM AS WE SHOW THE VIDEOS AND THE CONTRIBUTIONS THAT WE'VE MADE ON THE ADVERTISING SIDE AND WE NEED TO KEEP THAT MOMENTUM. TO THE COUNTY COMMISSION, TO STAFF WE REALLY NEED TO KEEP CATEGORY 1 HOLE ESPECIALLY WHEN IT COMES TO SERVICES. IT'S REALLY IMPORTANT BECAUSE THIS YEAR, THE BUDGETS COMING UP IS GOING TO TELL WHAT NEXT YEAR IS GOING TO LOOK LIKE IT'S GOING TO BE DIFFICULT TO GO BACKWARDS. 
          I IMPLORE EVERYONE TO WORK HARD TO TRY TO FIND THOSE DOLLARS WITHOUT COMMENTING ON THE OTHER CATEGORIES AND THEIR IMPORTANCE, BECAUSE SOMEBODY'S GOT TO STICK UP FOR THEM TOO BUT WE ARE ACCOMMODATIONS APPEAR. COUNTY AND CITY GOVERNMENT ON THIS BOARD AND WE ARE ATTRACTIONS OF CULTURE AND WE ARE TRYING TO HOLD THOSE DOLLARS TO ATTRACT THAT. 
          I IMPLORE EVERYBODY TO LOOK FOR A WAY WE CAN KEEP THAT HOLE. 
          >> IN MY PREVIOUS LIFE I HAD ALWAYS LOOKED AT BUDGETS AND IT'S REALLY NOT THAT EASY TO C CUT. 
          YOU HAVE TO MAKE HARD DECISIONS WHEN YOU ARE CUTTING. 
          WITH MORE IMPORTANT IS BEING ABLE TO GROW THE TOP LINE. 
          EVEN IF WE GO THROUGH AND CUT THE BUDGET TO THE BONE NEXT YEAR, THERE'S NOTHING LEFT CUT. THE MOST EFFECTIVE WAY TO BE ABLE TO HAVE ENOUGH MONEY TO DO EVERYTHING YOU WANT IS TO GROW THE TOP LINE AND THE BEST WAY TO GROW THE TOP LINE IS EXACTLY WHAT MICHAEL WAS TALKING ABOUT, WHICH IS FOCUS ON MARKETING AND A FOCUS ON INNOVATIVE IDEAS THAT WILL DRIVE VISITATION. 
          THAT'S WHERE OUR FOCUS SHOULD BE SO THAT WHEN WE GET TO NEXT YEAR WE WERE PLEASANTLY SURPRISED WE HAD 5% GROWTH FOR AND THEN WE HAVE 5% GROWTH THE NEXT YEAR AND ALL OF A SUDDEN THE BUDGET CONVERSATIONS GET A LOT EASIER BECAUSE YOU START LOOKING AT COMPOUNDING GROWTH AND THAT IS HOW WE WILL GET OUT OF THIS IF WE GET HUNG UP ON LEGACY PROJECTS AND NOT THINK ABOUT THE TOP LINE WE ARE GOING TO HAVE THIS EXACT SAME CONVERSATION NEXT YEAR AND AGAIN THE YEAR AFTER. 
          I IMPLORE EVERYONE TO THINK REVENUE, REVENUE, REVENUE. 
          THANK YOU. >> I THINK TODAY'S CONVERSATION WAS PRODUCTIVE AND I THINK YOU GOT IT IN TERMS OF HEARING US AND ALL THAT KIND OF STUFF. MY QUESTION IS -- THE COMMUNITY I GREW UP IN IN CENTRAL FLORIDA IS HOSTING ON JUNE 24TH A PROPERTY TAX REFORM WORKSHOP FOR CITIZENS AND THEY ARE GOING TO GO OVER WHAT IS BEING PROPOSED, WHAT THE POTENTIAL REPERCUSSIONS IS FOR THAT COMMUNITY AND WHAT THAT LOOKS LIKE. 
          TRY TO GET AHEAD OF IT SO THEY ARE HOSTING WORKSHOPS AS SOON AS NEXT WEEK. HAVE WE AT ST. JOHNS COUNTY DEVELOPED ANY PROGRAMS LIKE THAT, ARE THEY SCHEDULED? 
          ARE WE GETTING AHEAD OF THAT? >> WE ARE DEVELOPING THAT, WE HAVE TO BE CAUTIOUS WE ARE NOT TAKING THE POSITION -- WE HAVE TO REMAIN NEUTRAL ON THIS. ENSURING WE ARE NOT THREATENING IT, IF THIS THING PASSES, SOMEBODY SAYS FIRE-EMS IS GOING TO RESPOND. IN TERMS OF THAT TYPE OF PLANNING PROGRAM WE ARE WORKING ON THAT, WE ARE WORKING ON IT DAILY. WORKING ON THIS PROGRAM. 
          JOY ANDREWS ESTABLISHED A COMMITTEE. 
          WE CALLED IT THE REFORM COMMITTEE AND WE WERE LIKE THAT 
          [02:45:03]
SOUNDS LIKE GEORGE ORWELL 1984 NAME. 
          THE CONCEPT OF THE COMMITTEE IS THE VET OPPORTUNITIES. 
          IRVING CASH JUST TALKED REVENUES, WE ARE LOOKING AT OTHER ALTERNATIVE REVENUES, LOOKING AT EXPENSES. 
          WE'RE LOOKING AT HOW TO PRESENT COUNTY SERVICES IN A DIFFERENT WAY AT THE SAME TIME WE ARE TRYING TO UNDERSTAND ALL OF THE REFORM LANGUAGE THAT'S OUT THERE. 
          SOME OF THE LANGUAGE IS DIFFICULT TO UNDERSTAND. 
          THERE ARE TWO COMPETING, SOME OF THE INFORMATION, I WILL SAY DIRECTLY CONTRADICTS, CAUSES SOME INFORMATION TO BE MISUNDERSTOOD. WE PLAN TO DO THAT TYPE OF COMMUNITY DISCUSSION BUT IT HAS TO BE FACTUAL. 
          WE HAVE TO UNDERSTAND THE FULL IMPACTS ON IT. 
          WE ARE WORKING ON THAT PROGRAM I THINK IT'S GREAT TO THEY ARE OUT 
          THERE DOING THAT WORKSHOP. >> IT MIGHT BE WORTH WATCHING ON TELEVISION, I'M SURE THAT'S A MEETING THAT WILL BE TELEVISED. 
          THE 24TH AT 6:00 P.M., THE CITY OF INDIAN HARBOUR BEACH. 
          YOU MIGHT WANT TO HAVE A STAFF MEMBER WATCH IT AND TO SEE HOW ARE HANDLING IT. I THINK IT'S GOING TO BE VERY IMPORTANT LIKE YOU SAID NOT TO NECESSARILY TAKE A POSITION, BUT TO INFORM. WHEN PEOPLE GO TO VOTE, THEY ARE VOTING BASED ON REAL INFORMATION AND REAL POTENTIAL OUTCOMES ON HOW THIS COULD AFFECT THE QUALITY OF LIFE AND HOW SERVICES 
          ARE DELIVERED. >> THAT'S GOOD INFORMATION, 
          THANKS. >> COMING BACK TO THE TDT BUDGET, I THINK FROM WHAT I'VE HEARD FROM EVERYBODY IS IT KIND OF APPEARS THE PLACE MONEY IS ABLE TO MOVE OUT OF CATEGORIES, YOU ADDRESS THE SALARY QUESTION I WAS GOING TO HAVE EARLIER, BUT WE HAVE DISCUSSED THINGS LIKE FIREWORKS, VIC AND CHAMBER SERVICES. AND THE PLAYERS CONTRACT I THINK THERE'S A SIGNIFICANT AMOUNT OF MONEY THERE. 
          I AS WELL DON'T LIKE TO SEE REDUNDANCY AND THINGS THAT THE ORGANIZATIONS COME WE'VE TRIED HARD OVER THE PAST NUMBER OF YEARS I'VE BEEN ON THIS BOARD TO TRY TO ELIMINATE SOME OF THAT REDUNDANCY BETWEEN CULTURE ON THE COUNCIL AND THE OTHER CATEGORIES, WE'RE MAKING GOOD STRIDES IN DOING THAT AS WELL. 
          YOU CAN PROBABLY GET THERE BY LOOKING REALLY HARD AT SOME OF 
          THOSE THINGS. >> THANK YOU. 
          >> I CONCUR WITH WHAT YOU JUST SAID. 
          I ALSO WANT TO TALK ABOUT IN TERMS OF CULTURAL EVENTS, IN TERMS OF SUPPORTING KEEPING THEM AT LEAST WHERE THEY WERE LAST YEAR AND ELIMINATING SOME OF THE DUPLICATION THAT WE SEE IN THE BUDGET THAT WE DISCUSSED TODAY. I ALSO WANT TO TALK ABOUT ONE OF THE ATTRACTIONS HERE, ONE OF THE CULTURAL ATTRACTIONS HERE THAT WE CELEBRATE MUSIC IN LINCOLNVILLE ALSO, IRVING. 
          WE JUST SPENT ABOUT $200,000 ON A CENTER THAT HAS A STATE-OF-THE-ART LIGHTING AND SOUND SYSTEMS. WE ARE HOPING WE CAN DO SOME STUFF WITH THE ST. JOHNS COUNTY EVENTS PROGRAM BECAUSE THAT'S PART OF THE COUNTY AS WELL. 
          I INVITE YOU GUYS TO COME AND CHECK US OUT. 
          IT'S A BEAUTIFUL CENTER. WE ARE CELEBRATING BLACK HISTORY MONTH AND JUNETEENTH THIS MONTH IN JUNE WHICH IS MY FIRST -- BLACK MUSIC MONTH, IT WAS IN 1974 WHEN I WAS IN ATLANTA AND IT WAS -- IS A BIG THING. WE ARE BRINGING A GROUP ON FRIDAY THAT'S GOING TO BE THERE, THANKS TO SUPPORT FROM THE CULTURAL COUNSEL AND WE ARE ABLE TO BRING THEM HERE ALSO WE ARE GETTING SUPPORT -- THAT'S PART OF THE HISTORY WE HAVE IT EXPLORED AS MUCH BECAUSE IT IS A CULTURAL PART AND THERE'S CULINARY AND MUSIC AND ART THAT GOES ALONG WITH THAT. 
          I HOPE WE WILL INCORPORATE A LITTLE BIT MORE OF THAT INTO OUR MARKETING. I'VE HAD COMMENTS FROM PEOPLE IN MY COMMUNITY, THEY DON'T SEE BLACK AND BROWN FACE IS THAT A LOT OF MARKETING EVEN THOUGH I KNOW WE HAVE MADE GREAT STRIDES. 
          [02:50:02]
THEY WANT TO SEE MORE OF THAT. I KNOW SUSAN AND HER TEAM IS WORKING ON THAT AS WELL. THAT'S MY COMMENT AS WE GO FORWARD I WAS GLAD TO HEAR YOU SAY PROMOTING AFRICAN AMERICAN CULTURE IS GOING TO BE A PART OF YOUR FOCUS FOR NEXT YEAR AS W 
          WELL. >> CAN I SAY ONE MORE THING? I WANT TO TAKE THIS MOMENT TO CONGRATULATE OUR MAYOR ELECT FROM A HISTORICAL POINT OF VIEW AS THE FIRST BLACK FEMALE EVER ELECTED IN THIS CITY AND THIS COUNTY TO THE OFFICE OF MAYOR. 
          WE HAD ONE PERSON WHO CAME CLOSE WAY BACK IN THE 1970S, ROSALIE GORDON MILLS CAME THIS CLOSE. BUT CYNTHIA HAS DONE IT THAT I WANT TO CONGRATULATE HER ON THAT I WANT TO LOOK FORWARD TO WORKING WITH HER ON THIS COMMITTEE AS WELL. 
          >> I WILL ECHO A LOT OF YOUR COMMENTS AND INVESTING IN MARKETING, MAKING SURE THOSE DOLLARS ARE THERE. 
          BUDGETS REFLECT PRIORITIES, SO INSURING THIS BUDGET REFLECTS THE PRIORITY OF BRINGING IN ADDITIONAL VISITORS AND TO THE EXTENT POSSIBLE MAKING SURE THE ASSETS THAT WE HAVE FOR THOSE VISITORS ARE IN GOOD SHAPE LIKE THE F STREET WALKED OVER. 
          I GUESS THOSE ARE MY COMMENTS. IT IS BEYOND MR. DUNN'S SCOPE BUT I THINK MARKETING DOLLARS ENSURING THE DIRECTION WE ARE GOING IN, I THINK SUSAN AND JEFF HAD A HANDLE ON THIS. 
          WHEN I CONTINUE TO HEAR ABOUT WE NEED A BRAND AREA FOR THESE THINGS, WE NEED A BRAND AREA FOR THESE THINGS, I AGREE THESE ARE ALL WONDERFUL ASSETS TO OUR COMMUNITY, WE CAN RISK MODELING THE MESSAGE IF WE TRIED TO PUSH TOO MANY THINGS AT ONCE. 
          MAKING SURE WE ARE FOCUSED IN FROM A BRAND PERSPECTIVE HOW WE ARE MARKETING THE AREA SO THAT MESSAGING DOESN'T GET MUDDLED AT ALL. EVERYTHING CAN BE PILLARS UNDER ONE OVERARCHING BRAND BUT WE NEED TO MAKE SURE WE ARE PRESERVING THAT ONE OVERARCHING BRAND. 
          >> MY FINAL COMMENT ON THE BUDGET -- MY PRIORITIES TOWARDS MARKETING MAKING SURE WE ARE WHOLE ON MARKETING TO GO AFTER THAT IF THERE IS MONEY BEYOND THAT, I THINK THIS IS WHY I HAD TO STAY UP HERE. YOU ASKED FOR $800,000 FOR THE GRANT PROGRAM, I THINK IF WE CAN MAKE THAT HOLE, THAT WOULD BE MY NEXT PRIORITY AFTER MARKETING FROM SUSAN. 
          IF YOU FIND THAT MONEY AND CAN HELP OUT ON THAT GRANT SIDE I THINK THAT'S A VERY KEY TO WHAT WE ARE TRYING TO DO UP HERE. 
          >> JUST TO SPEAK TO THAT, THAT GRANT POOL IS ESSENTIAL FOR MORE THAN TWO DOZEN IDENTITIES IN OUR COMMUNITY JUST SO EVERYONE IS NOT OPERATING IN A VACUUM. FEDERAL FUNDING FOR THE ARTS HAS TAKEN A HIT AND I DON'T NEED TO GET ON A SOAPBOX ABOUT THIS. 
          THE NEA IS STILL SUPPORTED A LOT OF GREAT THINGS IN OUR COMMUNITY. AT THE STATE LEVEL I BELIEVE ONLY ONE ENTITY IN OUR COUNTY IS GOING TO GET STATE FUNDING AND THAT'S GOING TO BE FIRST COAST OPERA AND GOOD FOR THEM. 
          THEY WILL HAVE A GREAT SEASON. EVEN THE LOCAL ARTS AGENCY WHO SCORED THE HIGHEST SCORE IN THE STATE ARE LIKELY TO GET THROWN INTO A SECONDARY POOL WERE SCRAPS GET DIVVIED UP AMONGST A LOT OF ENTITIES. PART OF THE REASON FOR ASKING FOR AN INCREASE IN THAT POOL IT WAS A DRAMATIC INCREASE IS JUST THOSE 27 APPLICANTS NEED IT. THEY WOULD APPRECIATE IT AS A 
          HUGE PART OF WHAT THEY DO. >> THAT'S WHAT I WANTED TO KNOW. 
          WE RECOGNIZE THEY NEED IT AND IF WE CAN HELP, THAT'S WHERE I WAS AT WITH THAT REQUEST. ANYBODY ELSE HAVE ANYTHING FOR THE BUDGET BEFORE WE GO TO REPORTS? 
          >> DO HAVE ANYTHING ELSE? >> HECK NO. 
          [11. MONTHLY REPORTS]
          >> THAT'S VERY INFORMATIVE, GREAT JOB. 
          MONTHLY REPORTS: YOU WANT US TO READ THOSE? 
          >> I HAVE A PRESENTATION, A SHORT ONE AND I WILL BE VERY QUICK AND I'M NOT NEARLY AS TALL AS YOU. 
          PRETTY CLOSE. >> HOW CERTAIN ARE WE TALKING? 
          >> I WILL TALK VERY QUICKLY. >> WE'RE UP AGAINST THE CLOCK 
          [02:55:02]
          RIGHT NOW. >> LET ME GO QUICKLY TO THIS. 
          I HAVE AN OVERHEAD AS WELL. >> YOU JUST TOOK IT FROM US. 
          >> I GOT AHEAD OF MYSELF. I'LL GO AHEAD AND START AND TELL YOU WHY I'M UP HERE. ONE OF THE THINGS THAT'S HAPPENED OVER THE PAST COUPLE OF WEEKS AS I'M HEARING FROM HOTEL THE SUMMERS COMING UP, WE HAVE 250 COMING UP, THERE'S ALSO SOME NATIONAL MEDIA COME AGAIN AND WE ARE WORKING TO LEVERAGE THE FACT WHERE THE NATION'S OLDEST CITY AND THIS IS THE 250TH, WHAT BETTER PLACE TO COME THEN HERE. I'M ALSO HEARING THAT WE NEED SOME HELP IN MARKETING TALKING SOME OF THE FOLKS I FELT IT WAS THE APPROPRIATE TIME, I DON'T KNOW THE FISCAL YEAR. 
          PUT TOGETHER A PROPOSAL FOR A GOOD MENTAL MEDIA TO LATE AUGUST INTO SEPTEMBER. IT'S CULINARY AND BEVERAGE FEATURES, I'M NOT GOING TO GO INTO DETAILS. 
          I WILL SHOW YOU WHAT THE ASK IS, I WILL TRY TO BE VERY QUICK. 
          THERE IS AN ASK FOR 200,000 -- THAT'S FINE. 
          ASKED FOR $200,000 TO SPREAD THROUGH DIGITAL, IT'S IN SPECIFIC MARKETS AND DRIVE MARKETS IN NEW YORK. 
          THE REASON FOR NEW YORK AS THEY HAD BEEN PERFORMING WELL. 
          I SENT THIS PROPOSAL LAST WEEK TO INCLUDE IN YOUR PRESENTATION WE LOOKED AT STRAIGHT TV BECAUSE THIS HAS BEEN WHAT WE ARE ALREADY DOING FOCUSING ON COUPLES COMING HERE WHEN WE GET TOWARDS THE END OF AUGUST AND INTO SEPTEMBER. 
          WHEN I LOOKED BACK I TOLD THE AGENCY, LOOK A LITTLE CLOSER AND HARDER ON THIS, WE'LL SEE HOW FAR WE CAN STRETCH THIS IN ORDER TO INCORPORATE DIGITAL. WE ARE GOING TO BE LOOKING AT 33 MILLION ADDITIONAL IMPRESSIONS IF WE ARE ABLE TO DO THIS. THIS WOULD BE SPECIFIC TO THIS FISCAL YEAR NOT LOOKING AT AND ASKED FOR NEXT YEAR IT WILL BE $200,000 TOTAL. ONE OF THE QUESTIONS YOU PROBABLY WILL BE ASKING IS WHAT ARE YOU SPENDING RIGHT NOW IN AUGUST AND SEPTEMBER, SPENDING ABOUT $300,000 IN MEDIA FOR AUGUST AND SEPTEMBER. THAT IS OUR ASK, I'M HAPPY TO 
          ANSWER ANY QUESTIONS. >> WITH THE MARKETING FOR THESE 
          BE DONE USING EXISTING ASSETS? >> YES. 
          WE WOULD INCORPORATE MORE IN MUSIC AND BEVERAGE AND WHATEVER WE HAVE AVAILABLE WE ARE GOING TO USE. 
          WE'RE NOT GOING TO HAVE TO SHOOT ANY ADDITIONAL. 
          >> THE TV, IS THAT ON TRADITIONAL TELEVISION? 
          >> WITH A COMBINATION. IT'S LOOKING AT REAL HIGH, TRYING TO GET THE FREQUENCY AS HIGH AS WE CAN. 
          WE ARE NOT DUPLICATING, WE'RE OVERLAPPING WHAT WE'RE DOING IN 
          IN THE MARKETPLACE. >> I DON'T KNOW WHERE THE MONEY COMES FROM. I WOULD AT LEAST SUPPORT SOME DOLLARS FOR DIGITAL, I THINK DIGITAL IS MORE IMPACTFUL NOWADAYS ESPECIALLY SOME OF THE TARGET AUDIENCE AS THEY ARE 
          TRYING TO REACH. >> YOU ASKED LAST YEAR WHEN WAS THIS DONE AND WHAT DID WE SPEND LESTER AND WHAT WAS THE RESULT? 
          >> LAST YEAR, I THINK IT WAS TWO YEARS AGO. 
          IT CAME IN AND ASK FOR FUNDING. THAT WAS FOR $400,000 IF I REMEMBER CORRECTLY, THAT WAS TO JUMP-START AND KICK OFF NIGHTS OF LIGHTS WE STARTED ON JULY 22ND OF STARTED EARLY BECAUSE WE WERE SCARED ABOUT WHAT THE SEASON WAS GOING TO DO TO US AND THAT WAS THE YEAR WE HAD UNSURPASSED DEMAND FOR 
          NIGHTS OF LIGHTS. >> I FELT THERE WAS SOMETHING IN AUGUST OR SEPTEMBER -- IN MY OFF ON THAT? 
          >> I THINK IT WAS A SING OUT LOUD REQUEST LAST YEAR AT THIS 
          [03:00:05]
          TIME TO BOOST SING OUT LOUD TO. >> SING OUT LOUD WAS BEHIND THE 
          EIGHT BALL. >> MY QUESTION IS TO JESSE, IF WE GIVE THIS MONEY DOESN'T TAKE AWAY FROM THE 865 CARRIED 
          FORWARD? >> YES. 
          >> GOOD QUESTION. >> BUT HE'S GOING TO FIND IT. 
          HE'LL FIND IT. >> I HAVE A PROBLEM WITH THE PROBLEM WE ARE TO HAVE IN FRONT OF US. 
          A LITTLE NERVOUS ABOUT IT. >> I'M MORE NERVOUS ABOUT AUGUST 
          AND SEPTEMBER -- >> I'M FRIGHTENED ABOUT AUGUST AND SEPTEMBER BUT I DON'T KNOW IF THIS 200,000 SAVES AUGUST AND SEPTEMBER. I DON'T THINK IT DOES. 
          THAT'S WHERE I'M AT. I WOULD RATHER SPEND THE MONEY IN A GOOD ECONOMY THEN SPEND THE MONEY WHERE WE ARE AT RIGHT NOW. 
          I'M JUST CONCERNED. WHEN PEOPLE HAVE MONEY AGAIN THEY'RE GOING TO BE COMING BACK IF THEY KNOW WE ARE HERE I WOULD RATHER HAVE THAT MONEY GOING INTO NEXT BUDGET YEAR. 
          BUT I'M ONLY ONE VOTE. I AGREE WITH YOU, AUGUST AND 
          SEPTEMBER IS LOOKING AWFUL. >> I'M SUPPORTIVE OF IT: I THINK IT'S A SHORT BOOKING WINDOW ANYWAY, TYPICALLY. 
          IT DEPENDS WHERE IT'S GOING TO GO. 
          THAT'S WHY I WANTED TO KNOW LAST YEAR WHAT KIND OF RESULTS DO WE GET FROM LAST YEAR? IT'S BASICALLY THE SAME TIMING WHETHER IT'S FORCING OUT LOUD OR NOT. 
          >> TICKET SALES WERE BEHIND A LITTLE BIT ON SING OUT LOUD. 
          WE GAVE IT THAT BOOST. >> I THINK THIS YEAR GOING BACK TOWARDS CORE MESSAGE, ACTUALLY I THINK WE NEED TO SPEND SOME MONEY TO GET THAT OUT. THAT MESSAGE -- I DON'T KNOW HOW MUCH DIANA AND GABE ARE ALREADY DOING ON THAT. 
          WE ARE SPEND THE MONEY TO HAVE MUSICIANS SHOWCASE THINGS LIKE THAT. I DON'T KNOW HOW MUCH WE ARE BACKING UP WITH MARKETING BECAUSE WE DON'T HAVE THE BIG CONCERT I WOULD ALSO AGREE WITH MICHAEL IN SUPPORT COMING UP 
          WITH THE MONEY. >> IT WITH THE COST BE IF YOU CUT NEW YORK OUT OF IT AND FOCUSED ON DRIVE MARKETS? 
          >> IF WE ARE LOOKING AT A SHORTER BOOKING WINDOW GIVEN THE COST OF FLIGHTS RIGHT NOW WOULD IT MAKE MORE SENSE TO FOCUS IN 
          ON THOSE DRIVE MARKETS? >> THAT'S A GREAT QUESTION TO GO 
          IT WOULD SAVE US 67,000. >> I WOULD LIKE TO KNOW MAYBE THIS IS A TOPIC FOR THE FUTURE. THE QUESTION YOU ASKED PREVIOUSLY OF DIGITAL VERSUS THOSE TYPES OF THINGS I THINK THERE ARE PEOPLE IN THIS COMMITTEE THAT ARE MORE WELL-VERSED IN THE MARKETING AND ADVERTISEMENT SPACE THAN OTHERS. 
          I WOULD CONSIDER MYSELF ONE THAT'S NOT A VERY WELL-VERSED. 
          I HAVE A HARD TIME SUPPORTING THINGS I DON'T UNDERSTAND. 
          I WOULD DEFER TO PEOPLE WHO DO HAVE -- I WOULD LOVE TO GET MORE EDUCATION ON IT. IF WE HAD SOME COMING IN ON THE STATE OF MEDIA, THE SET OF ADVERTISING AND A GOOD, BROAD LEVEL OVERVIEW OF IT. IT CAN BE DELIVERED TO US IT DOESN'T NEED TO BE DONE IN THIS SETTING NECESSARILY. 
          I WOULD LIKE TO IT MUCH BETTER EDUCATED ON ALL OF THAT. 
          BASED ON -- >> YOU GET TO VOTE LAST, YOU ARE 
          LUCKY. >> I LIKE THE IDEA OF TAKING NEW YORK OUT OF WE CAN GET A CONSENSUS ON THAT THAN I CAN SUPPORT. THAT SAVES US 67,000, I DON'T THINK IT'S FUN TO BE THAT BENEFICIAL TO US. 
          >> I MAKE A MOTION TO APPROVE THE ROUGHLY $130,000 REQUESTING 
          FOR THE SUMMER CAMPAIGN. >> I SECOND. 
          >> ANY FURTHER DISCUSSION ON IT? >> WE NEED PUBLIC COMMENT ON 
          THAT ONE. >> THAT'S OPENED UP FOR PUBLIC COMMENT. NOT SEEING ANY -- LET'S PUT TO A 
          VOTE. >> AYE. 
          >> AYE. >> I WAS GOING TO DO ROLL CALL BECAUSE IT'S MONEY WAS TO ROLL CALL. 
          GO FIND 130,000 MORE. >> THIS WILL BE CONTINGENT UPON 
          [03:05:01]
LOCATING APPROPRIATIONS OR TWO IT WOULD NECESSITATE A BOARD RESERVE. WE WOULD PUT AN AGENDA ITEM TOGETHER AND PUT THAT REQUEST FORWARD. 
          WE HAVE TO RUN IT THROUGH THE CHAIR FIRST BUT THAT MEETING -- THE NEXT BOARD MEETING, TOMORROW IS SET TO. 
          I DON'T THINK THE BOARD HAS THE ABILITY TO APPROVE AT THAT LE 
          LEVEL. >> YOU CAN'T READ FOLDER THAT THAT QUICK. SPEAK OF THE THIRD WEEK IN JULY 
          WOULD BE THAT RESERVE. >> WE NEED TO START THE PROCESS NOW. WE HAVE TO MODIFY SOME OF OUR 
          CREATIVE -- >> WE ARE JUST AN ADVISORY BO BOARD. WITHOUT A BOARD VOTE. 
          I SAY WE STILL GO AHEAD AND WE HAVE A MOTION, WE STILL HAVE TO MOVE FORWARD WITH IT, WE DEFINITELY HAVE TO MOVE FORWARD WITH IT LET'S DO A ROLL CALL VOTE. 
          SO WE ARE CLEAN ON IT. >> COMMISSIONER ARNOLD'S LEFT. 
          >> TROY? >> YES. 
          >> MICHAEL GORDON? >> YES. 
          >> IRVING KATZ? >> YES. 
          >> GAIL PHILLIPS? >> YES. 
          >> MAYOR SWEENEY? >> YES. 
          >> THAT'S BEST WE CAN DO. >> I APPRECIATE THAT VERY MUCH I WOULDN'T BE DOING MY JOB IF I DIDN'T COME UP HERE AND ASK YOU. 
          ONE LAST THING I WANT TO LOOK AT THE GARDEN AND GUN MAGAZINE THAT YOU HAVE IN FRONT OF YOU AND ON PAGE 113 YOU WILL SEE TEN OF THE VERY FINEST SOUTHERN MUSIC TOWNS. 
          ST. AUGUSTINE, FLORIDA, IS LISTED FIRST. 
          IT'S THE ONLY FLORIDA LOCATION. IF YOU TURNED BACK TO 117 YOU'LL SEE THE ARTICLE ABOUT FLORIDA'S HISTORIC CHARMER THERE ARE FOLKS IN THE ROOM WHO SHOULD BE PROUD THEY ARE AND MENTIONED IN THIS. 
          THIS WAS PART OF OUR PURCHASING IT DOES SHOW RELATIONSHIPS WORK, PURCHASING THE ADVERTISEMENT. THANK YOU CHARLES COX WITH GARDEN AND GUN. THAT WAS HIS IDEA LAST YEAR. 
          THEY SHIPPED ME A CASE OF THESE THAT'S WHAT I HAD TO BRING THEM UP AND SHARE. YOU SHOULD BE VERY PROUD. 
          THAT'S ALL I HAVE MR. CHAIR. >> MEMBER COMMENTS? 
          [12. MEMBER COMMENTS]
I'LL GO AHEAD AND START AND SAY THANK YOU TO MICHAEL FOR BEING ON THIS BOARD AND BEING A VITAL PART OF OUR COMMUNITY, WE DO APPRECIATE IT AND THE PRESENTS ON THE WAY I SENT TO YOU. 
          I DON'T KNOW WHO GIVE YOU THAT ONE. 
          THANK YOU SO MUCH, THIS IS YOUR LAST MEETING -- I APPRECIATE IT. 
          YOU HAVE THE FLOOR. >> I APPRECIATE IT, GREAT VALUE IN A VERY STRONG TC BOARD. I SEE GREAT THINGS, THANKS FOR HAVING ME FOR EIGHT YEARS, WHICH IS EIGHT YEARS LONGER THAN I WANTED TO BE. THANK YOU AND GOOD LUCK TO 
          EVERYBODY. >> IRVING? 
          >> GAIL? >>
* This transcript was compiled from uncorrected Closed Captioning.