Mar 16, 2020 Tourist Development Council

[Items 1 - 3]

[00:00:02]

THIS IS THE TDC MEETING. I'D LIKE TO THANK YOU ALL FOR COMING. DON'T SHAKE HANDS.

BUT WE'RE VERY GLAD THAT YOU COULD FIND YOUR WAY HERE ON KIND OF A NIGHTMARISH TIME IN OUR COMMUNITY.

I THINK THE PLEDGE OF ALLEGIANCE -- WOULD YOU LEAD US PLEASE? ALLE ALLEGIANCE.] DENA? DANNY BERENBERG.

>> HERE. >> COMMISSIONER GEORGE.

>> HERE. >> MICHAEL GORDON?

IRVING KASS? >> HERE.

>> DIANE MATARAZA? >> HERE.

>> TOM MANNO. >> GOOD AFTERNOON.

>> JACK PETER, COMMISSIONER NANCY SIKES-KLINE AND COMMISSIONER WALDRON WILL BE AN SENT.

CHAIRMAN BERENBERG: DO WE HAVE A QUORUM?

>> YES. CHAIRMAN BERENBERG: OKAY.

WE NOW ARE GOING TO OPEN FOR PUBLIC COMMENT.

THIS TIME IS RESERVED FOR THOSE WHO WISH TO MAKE A COMMENT FOR ITEMS THAT ARE NOT OTHERWISE ON THE AGENDA.

DOES EVERYBODY HAVE AN AGENDA? NEED ONE? OKAY. IS THERE ANY PUBLIC COMMENT ON ITEMS NOT ON OUR AGENDA? SEEING NONE, WE'LL MOVE ON.

THANK YOU. CAN WE HAVE A MOTION?

[Item 4]

>> >> BOARD MEMBER: I'LL MAKE A MOTION CHAIRMAN BERENBERG: DO WE HAVE A SECOND? IS THERE ANY DISCUSSION? ALL IN FAVOR? OPPOSED? MINUTES ARE APPROVED. OKAY.

[Item 5]

GET THIS IN ORDER NOW >> BOARD MEMBER: SO NOW WE NEED TO DO THE MINUTES. I'LL MAKE A MOTION TO APPROVE THE MINUTES THAT ARE IN THE PACKET.

>> BOARD MEMBER: SECOND. CHAIRMAN BERENBERG: ANY DISCUSSION? ALL IN FAVOR? OPPOSED? THEY'RE APPROVED.

[Item 7]

>> SPEAKER: GOOD AFTERNOON, COUNCIL, MR. CHAIR.

OF THIS WEEK IS SUNSHINE WEEK. I'M NOT SURE IF YOU ALL ARE AWARE, BUT IT IS A NATIONAL RECOGNITION OF ACCESS TO INFORMATION. IT'S USUALLY MARKED BY SEMINARS AND MEETINGS AND FORUMS TO SHARE THE RIGHT TO INFORMATION AND TO FACILITATE CONVERSATIONS. I THOUGHT IT WOULD BE A GOOD TIME, SINCE YOU WERE MEETING DURING SUNSHINE WEEK, TO JUST GIVE YOU A SUNSHINE WEEK OPEN RECORDS OR PUBLIC RECORDS SUNSHINE WEEK OPEN GOVERNMENT REFRESHER.

I HAVE A PRESENTATION WHICH WE'RE GOING TO CUE UP, BUT I'VE ALSO GIVEN YOU PRINTED MATERIALS.

I'M GOING TO BREEZE THROUGH THE PRINTED MATERIALS BECAUSE I THINK IT MAY BE A LITTLE HAVE QUESTIONS, PARTICULARLY RELATED TO THE SUNSHINE LAW, IF YOU WANT TO ASK QUESTIONS, I'LL BE ABLE TO TAKE YOUR QUESTIONS AND ANSWER THOSE. PORTIONS OF OUR INFORMATION IN OUR PRESENTATION WAS CREATED BY PAT GLEASON AND SHE IS THE SPECIAL COUNCIL FOR OPEN GOVERNMENT WITH THE OFFICE OF THE ATTORNEY GENERAL. SHE HAS GIVEN US PERMISSION TO USE HER MATERIALS. WE'LL START OFF WITH THE SUNSHINE LAW. FLORIDA'S GOVERNMENT AND THE SUNSHINE LAW IS FOUND IN SECTION 286 OF THE FLORIDA STATUTES.

IT PROVIDES A RIGHT OF ACCESS TO GOVERNMENT PROCEEDINGS AT THE STATE AND LOCAL LEVEL AND APPLIES EQUALLY TO ELECTED AND APPOINTED BOARDS. THERE ARE THREE BASIC REQUIREMENTS OF THE SUNSHINE LAW. THE BASIC REQUIREMENTS ARE: YOUR MEETINGS MUST BE OPEN TO THE PUBLIC, REASONABLE NOTICE MUST BE GIVEN THE MEETINGS, AND MINUTES OF THE MEETINGS MUST BE TAKEN AND PROPERLY RECORDED. THERE ARE A NUMBER OF PUBLIC AGENCIES THAT ARE COVERED BY THE SUNSHINE LAW.

THAT INCLUDES YOUR STATE AGENCIES, YOUR LOCAL GOVERNMENT AGENCIES. I ALSO APPLIES TO YOUR ADVISORY BOARDS AND COMMITTEES, PRIVATE COMPANIES DOING BUSINESS ON BEFORE OF A PUBLIC AGENCY AND IN SOME INSTANCES ONE PERSON COULD

[00:05:03]

I'LL GO BACK AND TALK ABOUT THE DEFINITION OF A MEETING THEN WE'LL TALK ABOUT THAT ONE PERSON MEMBER.

ODDLY, ALTHOUGH THE SUNSHINE LAW COVERS PUBLIC MEETINGS, THE STATUTE DOESN'T DEFINE WHAT A MEETING IS.

THE COURTS HAVE INTERPRETED THE DEFINITION OF MEETING TO BE ANY GATHERING OF TWO OR MORE MEMBERS OF THE SAME BOARD OF COMMISSION TO DISCUSS SOME MATTER ON WHICH FORESEEABLE ACTION WILL BE TAKEN BY THAT BOARD OR THAT COMMISSION.

SO WHAT DOES A MEETING LOOK LIKE? WELL, SOMETIMES IT DOESN'T LOOK TRADITIONALLY LIKE THIS SET-UP IN THE AUDITORIUM HERE. A MEETING DOES NOT HAVE TO BE FORMAL. MEMBERS DO NOT HAVE TO BE PHYSICALLY PRESENT IN THE SAME PLACE.

FOR EXAMPLE, YOUR WRITTEN CORRESPONDENCE, EMAILS, TELEPHONE CALLS, CONFERENCE CALLS, USE OF INTERMEDIARIES AND SOCIAL MEDIA PLATFORMS. THE SUNSHINE LAW IS CONSTRUED VERY BROADLY. THE BOARD MAY NOT CIRCUMVENT THE LAW BY USING NON-MEMBERS TO CIRCULATE INFORMATION TO OTHER MEMBERS OR BY DELEGATING AUTHORITY TO ACT ON ITS BEHALF TO A SINGLE MEMBER OR TO A STAFF PERSON.

SO, WHEN WE LOOK AT THE DEFINITION OF HOW THE COURTS HAVE INTERPRETED MEETINGS, WHEN YOU HAVE TWO OR MORE PEOPLE IN ANY GATHERING. AGAIN, SOCIAL MEDIA.

IF YOU PLACE A SOCIAL MEDIA POST RELATED TO TDC BUSINESS AND PEOPLE START COMMENTING AND YOU CATCH THE ATTENTION OF ONE OF OUR FELLOW BOARD MEMBERS AND YOUR FELLOW BOARD MEMBERS PLACING COMMENTS AND THE TWO OF YOU BECOME INVOLVED IN A CONVERSATION ABOUT THE ITEM THAT THE TDC WILL BE CONSIDERING, THAT'S A VIOLATION OF THE SUNSHINE LAW.

SO, YOU HAVE TO BE CAUTIOUS IN THAT COGNIZANT OF THE CONVERSATIONS THAT YOU HAVE. ALSO, THE ONE PERSON MEET RING OR THE SUN PERSON SUNSHINE LAW COVERAGE.

IF, FOR EXAMPLE, THE TDC DECIDED IT WAS GOING TO LOOK INTO HOSTING A FESTIVAL, FOR EXAMPLE, AND YOU DELEGATED ONE MEMBER -- YOU SELECTED ONE MEMBER OF THE TDC TO GO OUT AND DO YOUR FACT FIN FINDING.

THAT PERSON GOES OUT AND YOU TELL THAT PERSON COME IN AND MAKE SOME RECOMMENDATIONS. SO THAT PERSON GOES OUT AND DOES FACT FINDING. THEY GO IN AND THEY START LOOKING AT OPTIONS AND THEY START DRIB LATING -- DELIBERATING ON THESE ARE THE THINGS I'M GOING TO BRING TO THE TDC. I I'M NOT JUST GOING TO GIVE THEM EVERYTHING I FOUND BUT I'LL NARROW IT DOWN TO THREE. IF THAT PERSON IS IN ANY POSITION TO MAKE DECISIONS, THAT DELIBERATION SHOULD BE OPEN TO THE PUBLIC. SO IF THAT PERSON STARTS TALKING TO PEOPLE ABOUT WHAT THEY'RE DOING AND TAKING IN OPINIONS ABOUT THE RECOMMENDATIONS THAT THEY'RE GOING TO GIVE TO YOU, THAT PERSON'S NOW A ONE-MAN SUNSHINE BOARD AND ALL THOSE DELIBERATIONS HAVE TO TAKE PLACE IN THE SUNSHINE.

SO, WHEN YOU ARE LOOKING AT THE GOVERNMENT AND THE SUNSHINE LAW YOU HAVE TO JUST ASSUME ALL THE CONVERSATIONS -- IT'S A NOT AN ASSUMPTION, IT'S ALL THE CONVERSATIONS YOU HAVE ABOUT YOUR BOARD BUSINESS THAT'S GOING TO COME TO YOU WITH ACTION AND YOU ARE HAVING IT WITH ANOTHER FELLOW MEMBER, BE IT IN EMAIL ANY TYPE OF COMMUNICATION OR PLATFORM IT IS SUBJECT TO THE SUNSHINE LAW. IT IS CONSTRUED BROADLY TO FACILITATE ALL DEVICES. WHEN YOU ARE TALKING TO SOMEONE, I WONDER IF THIS IS COVERED BY SUNSHINE, YOU SHOULD ASSUME THAT IS COVERED BY THE SUNSHINE. OTHER THINGS WE DON'T CONSIDER WHEN THINKING ABOUT A VIOLATION OF THE SUNSHINE.

CONDUCTING INAUDIBLE DISCUSSIONS OR PASSING NOTES DURING A PUBLIC MEETING. IF YOU LEAN OVER TO THE PERSON NEXT TO YOU AND TALK ABOUT SOMETHING THAT YOU SAW ON THE OVERHEAD OR SOMEBODY'S PRESENTATION, BECAUSE THE REST OF THE AUDIENCE CAN'T PARTICIPATE IN THAT CONVERSATION AND IT'S ABOUT SOMETHING THAT YOU ARE DISCUSSING, THAT IS TECHNICALLY A VIOLATION OF THE SUNSHINE LAW.

A COUPLE OF TIMES I THINK IN MEETINGS YOU'VE HEARD ME SAY SPEAK INTO YOUR MIC OR CURTAIL THE CONVERSATIONS BETWEEN ONE ANOTHER BECAUSE IF A CROWD CAN'T PARTICIPATE OR THE PUBLIC CAN'T PARTICIPATE AND WE CAN'T HEAR WHAT YOU ARE SAYING THAT'S TECHNICALLY A VIOLATION OF THE SUNSHINE LAW.

IF IT'S ABOUT BUSINESS FOR SEEBLY BEFORE YOU FOR ACTION YOU HAVE TO BE CAREFUL IN THOSE CONVERSATIONS.

WHEN WE TALK ABOUT NOTICE FOR MEETINGS.

YOUR NOTICE NEEDS TO BE REASONABLE NOTICE.

AND PEOPLE ASK, WELL HOW MUCH NOTICE.

THERE A FEW BRIGHT LINES THAT WE USE.

SAY, FOR EXAMPLE, NOTICES OF MEETINGS WHERE WE'RE GOING TO CONDUCT ORDINANCES WE GIVE A TEN DAY NOTICE.

BUT DURING HURRICANE SEASON YOU MAY HAVE NOTICED THAT WE HAVE EMERGENCY MEETINGS. WE GIVE THE BEST NOTICE UNDER

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WHAT THE COUNTY HAS TO DO IS WE HAVE TO BE CONSISTENT.

THE NOTICE MUST BE SUFFICIENT TO INFORM THE PUBLIC.

WE HAVE TO CONSIDER THE CONTEXT, THE TIME AND THE PLACEMENT OF THE NOTICE. FOR EXAMPLE, IF IT IS A NOTICE THAT SHOULD BE PLACED IN A NEWSPAPER OR SOMETHING THAT'S CIRCULATED WIDELY OR IF THERE'S A LAST-MINUTE CHANGE POSTING NOTICE ON THE MEETING VENUE. PUTTING IT ON THE COUNTY WEBSITE. SO THE NOTICE HAS TO BE -- THE PURPOSE OF THE NOTICE IS TO MAKE SURE THE PUBLIC CAN COME IN AND ENGAGE IN SOMETHING THEY MAY BE INTERESTED IN.

ANOTHER AREA OF THE -- THAT'S COVERED UNDER THE SUNSHINE LAW IS FOUND IN SECTION 286.0114 AND THAT'S THE OPPORTUNITY FOR PUBLIC COMMENT. THE LEGISLATURE A FEW YEARS AGO CODIFIED THE PUBLIC'S RIGHT TO PARTICIPATE IN MEETINGS BY PROVIDING PUBLIC COMMENT. WE FACILITATE THAT HERE.

THE RIGHT IS NO THE ABSOLUTE. THE BAR CAN PUT TOGETHER RULES TO GOVERN PUBLIC COMMENT NOT TO CURTAIL PUBLIC COMMENT BUT TO FACILITATE DECORUM, TO FACILITATE A MEETING MOVING ALONG EFFICIENCY. SO WE HAVE RULES THAT WE READ OUT RIGHT BEFORE PUBLIC COMMENT. WE ALLOW A PERSON TO COME IN AND COMMENT ON EACH ITEM. WE ALSO ALLOW PEOPLE TO COMMENT ON NON-AGENDA ITEMS. WE ALLOW THEM TO SPEAK FOR THREE MINUTES.

WE REQUEST THEY SPEAK RESPECTFULLY.

NOT TO MAKE PERSONAL ATTACKS, FOR EXAMPLE, TO BOARD MEMBERS.

SO THAT RIGHT TO PUBLIC COMMENT, AGAIN, IS CODIFIED AND THERE ARE SOME GUIDELINES THAT ALLOWS THE COUNTY TO GOVERN PUBLIC COMMENT.

THERE ARE A COUPLE OF INSTANCES WHERE PUBLIC COMMENT IS NOT MANDATORY. FOR EXAMPLE, I THINK YOU'VE HEARD THE TERM "SHADE MEETING" THAT IS A MEETING NOT OPEN TO THE PUBLIC. THOSE MEETINGS ARE SPECIFIC AND LAID OUT IN THE STATUTE. WHEN THERE ARE EMERGENCY SITUATIONS AND IT'S GOING TODAY THE BOARD MAKING A DECISION, PUBLIC COMMENT IS NOT NECESSARY FOR MINISTERIAL ACTS PUBLIC COMMENT IS NOT NECESSARY. A SHADE MEETING, I MENTIONED THAT'S A MEETING THAT IS EXEMPT FROM THE SUNSHINE LAW.

AND MEETINGS WHERE THE BOARD ACTS IN A QUASI JUDICIAL CAPACITY, PUBLIC COMMENT IS NOT NECESSARY.

ANY EXEMPTIONS HAVE TO BE DEFINED BY THE LITHE OR AND IT HAS TO IS PASSED BY A VOTE OF TWO-THIRDS OF THE VOTE OF EACH HOUSE. AN EXEMPTION CANNOT BE BROADER THAN NECESSARY TO ESTABLISH THE STATE OF PURPOSE OF THE LAW AND THERE'S A FIVE-YEAR SUNSHINE PROVISION.

IS EACH EXEMPTION IS NOT FOREVER.

IT HAS A FIVE-YEAR SHELF LIFE THEN THE LOTHER GOES AU -- LEGISLATURE GOES BACK AND REVIEWS WHETHER OR NOT THAT IS NARROW AS POSSIBLY CAN BE OR SHOULD BE JUST DONE AWAY WITH.

THERE ARE A FEW EXEMPTIONS TO THIS THE LAW.

I'VE GIVEN YOU A LIST OF EXAMPLES.

THERE ARE THINGS THAT ARE EXEMPT FROM THE SUNSHINE LAW. AGAIN, UNDER THE LEGISLATURE CAN MAKE THOSE -- ONLY THE LEGISLATURE CAN MAKE THOSE EXEMPTIONS. AND WE HAVE TO CONSTRUE THEM NARROWLY. THERE ARE VIOLATIONS FOR BREAKING SUNSHINE LAWS. AND THERE ARE CONSEQUENCES AS WELL. SO, WHAT HAPPENS IF THE BOARD TAKES AN ACTION AT A MEETING THAT VIOLATES THE SUNSHINE LAW? THE ACTION IS VOID AD VA NICHE YO.

MEANING IT HAS NO LEGAL FAY LILTY FROM THE TIME OF ITS EXCEPTION. THE EXCEPTION IS A VIOLATION OF THE PUBLIC COMMENT STATUTE THAT WILL NOT VOID OUT A BOARD ACTION. THE ACTION CAN BE CURED BY THE BOARD TAKING INDEPENDENT FINAL ACTION OF THE SUNSHINE LAW VIOLATION. SO, YOU CAN CURE A SUNSHINE LAW VIOLATION. MY GOAL IS TO MAKE SURE THAT NONE OF US EVER END UP IN THIS SITUATION WHEN WE HAVE A KNOWING VIOLATION OF THE SUNSHINE LAW BECAUSE IT A SECOND DEGREE MISS DE-19OR PUNISHABLE BY A FINE UP TO $500 AND/OR 60 DAYS IN JAIL.

I HAVE NO INTEREST IN ANY MINUTE.

-- MEMBER DOING TIME AS A RESULT OF THE SUNSHINE LAW.

SO, WE'RE HAVING THIS TRAINING. YOU MAY BE SUBJECT TO REMOVAL OR SUSPENSION FROM OFFICE IF CONVICTED.

A NON-VIOLATION OF THE LAW IS STILL PUNISHABLE BY A FINE UP TO $500 AND YOU MAY BE LIABLE FOR THE PAYMENT OF COURT FEELS.

SO THE PURPOSE OF THE SUNSHINE LAW TOSS MAKE THE DECISION MAKING PROCESS OPEN TO THE PUBLIC.

THIS IS NOT THE TIME TO EXERCISE YOUR CREATIVITY.

IF YOU ARE ASKING HOW YOU CAN GET AROUND THE SUNSHINE LAW YOU

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WE CAN SIT DOWN AND MAKE SURE THAT WE GET YOU AN ANSWER.

SO IF THERE'S A QUESTION YOU HAVE REGARDING THE SUNSHINE LAW, THAT'S WHAT OUR OFFICE IS HERE FOR, TO HELP GUIDE YOU AND NAVIGATE THROUGH THAT. ANY QUESTIONS PERTAINING TO THE SUNSHINE LAW? CHAIRMAN BERENBERG: REGINA, WE THANK YOU FOR THIS EXCELLENT REVIEW AND AS ALWAYS WE VALUE YOUR COUNSEL. ARE THERE ANY QUESTIONS OF THE COUNSEL? I DO HAVE A ONE.

AND THAT IS, BECAUSE I DON'T WANT TO GO TO JAIL IMMEDIATELY.

>> SPEAKER: I DON'T WANT YOU TO GO TO JAIL.

CHAIRMAN BERENBERG: THANK YOU. HOW DOES A MEMBER OF THE COUNCIL INITIATE A NOTICE MEETING? HOW WOULD WE GO ABOUT THAT IF WE FEEL WE HAVE SOMETHING THAT SHOULD BE DISCUSSED AND SHOULD BE DISCUSSED IN FRONT OF THE PUBLIC, HOW DO WE ACCOMPLISH

THAT? >> SPEAKER: SO, TYPICALLY YOUR MEETINGS ARE SCHEDULED AT THE BEGINNING OF THE YEAR AND NOTICE IS GIVEN OF EACH ONE OF YOUR MEETINGS. YOU TYPICALLY MEET NO LESS THAN QUARTERLY. BUT THERE ARE TIMES WHEN A SPECIAL MEETING IS NEEDED, A WORKSHOP, FOR EXAMPLE, WHICH IS A PUBLIC MEETING AS WELL. WE TYPICALLY HAVE IN YOUR BOARD POLICIES HOW YOU CAN INITIATE A SPECIAL MEETING.

BUT IF THERE IS AN OPPORTUNITY WHERE YOU THINK YOU NEED A MEETING YOU CONTACT TARA AND WORK THAT OUT.

IT'S SOMETHING YOU CAN ALSO BRING UP IN A BOARD MEETING.

YOU DECIDE I THINK WE NEED TO HAVE A SPECIAL MEETING OR I THINK WE NEED AN EXTRA MEETING OR NEED TO HAVE A WORKSHOP TO IDENTIFY THIS. THE TIME TO BRING IT UP IS HERE AT YOUR MEETING AND YOU ALL DISCUSS THE PARAMETERS OF THE MEETING. WHEN YOU THINK THAT MEETING WOULD WORK. AND YOU VOTE ON WHETHER OR NOT YOU WANT TO HAVE A MEETING. THEN YOU CAN HAVE A MEETING.

AND THE GOAL IS TO MAKE SURE THAT THE MEETING IS PROPERLY NOTICED AND ADVERTISED SO WHOEVER IS INTERESTED IN YOUR MEETING CAN PARTICIPATE. ONE JOIN, THEY HAVE NOTICE OF THE MEETING, THEY CAN COME IN AND PARTICIPATE.

TYPICALLY WHEN WE SET MEETINGS LIKE THAT, FOR EXAMPLE, A WORKSHOP, AND I THINK, DIANE, YOU HAVE TALKED ABOUT WORKSHOPS A LOT, TYPICALLY WORKSHOPS ARE NARROWER IN SCOPE.

YOU HAVE A TOPIC THAT YOU WANT TO TALK ABOUT; FOR EXAMPLE, FESTIVALS. I KEEP SAYING FESTIVALS BUT THAT SEEMS TO BE THE POPULAR THING. IF YOU WANTED TO TALK ABOUT SING OUT LOUD AND HOW TO EXPAND IT AND IT'S MORE DETAILED, YOU WANT TO DO MORE OF A WORKING GROUP OR IDEA SESSION THAN YOU TYPICALLY DO? IN YOUR MEETINGS YOU WANT IT TO BE LESS FORMAL WHERE YOU SIT AROUND A TABLE AND TALK ABOUT THAT HERE.

SOMEBODY CAN BRING IT UP AND YOU CAN VOTE ON WHETHER OR NOT YOU WANT TO HAVE THAT MEETING. WE NOTICE THAT MEETING, SET A DATE FOR THAT MEETING AND YOU CAN SET THE AGENDA FOR WHAT YOU'D LIKE TO TALK ABOUT. THE GOAL IS TO MAKE SURE THE MEETING IS PUBLICIZED AND NOTICE IS PROVIDED.

AND THE PUBLIC HAS AN OPPORTUNITY TO PARTICIPATE.

CHAIRMAN BERENBERG: THANK YOU, REGINA.

I NOTICED, SPEAKING OF NOTICE. I NOTICED THAT OUR WEBSITE -- I WENT ON IT A FEW DAYS AGO AND IT WAS VERY OUTDATED.

I DON'T KNOW IF THERE'S A REGULAR PROGRAM TO UPDATE IT BUT I THINK IT WAS A YEAR OLD. EVEN THE SCHEDULE WAS OLD.

SO I THINK WE NEED TO -- >> SPEAKER: WITH RESPECT TO THE WEBSITE. IF YOU HAVE CONCERNS ABOUT INFORMATION THAT'S ON THE WEBSITE, YOU FIND OUT SOME THING'S ALREADY PASS OR THINGS HAVE BEEN CHANGED, YOU CAN BRING IT UP TO OUR MEDIA DEPARTMENT. WE HAVE A PUBLIC INFORMATION OFFICER WHO HELPS MANAGE THE WEBSITE.

WE HAVE A M. I. S. DEPARTMENT. YOU CAN SUBMIT INFORMATION TO TARA AND TO MAKE SURE THAT THE WEBSITE IS UP TO DATE AND THAT IT'S KNOWLEDGEABLE. IF YOUR NOTICES ARE THERE.

AND I THINK THE BOARD HAS DETERMINED THE MEETING MINUTES FOR ALL THE MEETINGS NOT JUST THE BOARD, THE BCC MEETINGS FOR ALL ADVISORY COMMITTEES AND BOARDS, THEIR MEETINGS WILL BE UPLOADED TO THE WEBSITE. SO THAT'S IN THE PROCESS THAT IS TAKING PLACE. SO THIS WOULD BE A GOOD TIME IF YOU HAVE OTHER UPDATES YOU WOULD LIKE TO ADD TO THE WEBSITE OR TAKE DOWN, SUBMIT THAT INFORMATION.

CHAIRMAN BERENBERG: I DO. >> BOARD MEMBER: SHORT SUGGESTION. WE PRETTY MUCH KNOW IN ADVANCE WHEN THE KEY DECISIONS ARE GOING TO BE OVER THE COURSE OF 12 MONTHS. I THINK TARA IS UP ON THAT ONE.

GRANT DEADLINES ARE AND REVIEW OF THINGS.

IF IT WOULD BE POSSIBLE, ON THE WEBSITE TO POST WHAT THE TOPICS WILL BE. THEN ALSO WE AS MEMBERS OF THE COMMISSION CAN ALSO DISCUSS IN ADVANCE IF WE THINK A WORKSHOP WOULD MAKE SENSE IN TALKING ABOUT SOMETHING.

THEY DON'T HAVE TO BE LOCK WORKSHOPS.

EVEN 20 MINUTES BEFORE THIS FORMAL MEETING OR AN HOUR BEFORE THIS FORMAL MEETING BEGINS WHERE WE CAN HAVE A DIALOGUE WITH

[00:20:02]

HELPFUL, I BELIEVE. >> SPEAKER: THERE'S NOTHING TO PREVENT THAT. AGAIN, THE GOAL OF THE MEETING -- THE FORMAT OF THE MEETING, I MEAN, WORKSHOP.

AND THE BOARD'S DONE THIS BEFORE.

BCC DOES IT FREQUENTLY. YOU CAN DO A WORKSHOP AS PART OF YOUR MEETING. YOU CAN TAG IT ON THE TOP OF THE MEET, THE BOTTOM OF THE MEETING, INSERT IT INTO THE MEETING AND HAVE A WORKSHOP, HAVE A VERY RELA RELAX/FORMAL. IF IT IS A MATTER OF WE'D LIKE TO SIT AROUND A CONFERENCE TABLE AND SHOOT IDEAS IT'S NOT THE FORM OR FOR MATT OF THE MEETING THAT IS THE ISSUE.

>> BOARD MEMBER: I THINK WILL BE MORE EFFICIENT IF WE HAVE MORE

OF THOSE ON THE SIDE. >> SPEAKER: AND THAT'S A DECISION YOU CAN SIT DOWN AND TALK ABOUT AND CONSIDER AND OFFER WHATEVER ACTION YOU DEEM NECESSARY.

BUT THE FORMING FORMAT OF THE MEETING IS IRRELEVANT.

IT DOESN'T HAVE TO BE FORMAL. THE GOAL IS TO MAKE SURE THERE'S ADEQUATE NOTICE OF THE MEETING AND AN OPPORTUNITY FOR THE

PUBLIC TO PARTICIPATE. >> BOARD MEMBER: THANK YOU.

CHAIRMAN BERENBERG: ANY OTHER QUESTIONS?

>> SPEAKER: IT IS A RIGHT OF ACCESS TO ALL RECORDS.

THOSE RECORDS CAN BE YOUR EMAILS, DOCUMENTS, PAPERS, LETTERS, MAPS, BOOKS, TAPES, YOU NAME IT, IT IS A PUBLIC RECORD.

IF YOU CREATE IT IN ANY PHYSICAL FORM, ANY CHARACTERISTICS, DOESN'T MATTER IF IT MEANS A TRANSMISSION IT IS CONSIDERED A PUBLIC RECORD AND THE PUBLIC HAS A RIGHT TO ACCESS THOSE RECORDS.

WE TYPICALLY OR WE HAVE A PROGRAM TO ASSIST WITH PUBLIC RECORDS REQUESTS. WHEN YOU GET A REQUEST FOR PUBLIC RECORDS, IF YOU ARE NOT SURE WHAT YOU SHOULD BE DOING WITH THAT PUBLIC RECORDS REQUEST CONTACT OUR OFFICE WE HAVE A PUBLIC RECORDS MANAGER AND WE'LL HELP RESPOND TO THAT REQUEST.

THE COUNTY'S RESPONSIBILITY WHEN WE SEE A PUBLIC REPORTS REQUEST.

ONCE A REQUEST IS MADE AND IT DOESN'T MATTER WHO THE REQUESTS MADE TO IN THE COUNTY, IT DOESN'T MATTER WHAT THE INFORMATION IS FOR, OUR RESPONSIBILITY AS A LOCAL GOVERNMENT ENTITY IS TO RESPOND PROMPTLY AND TO PROVIDE THOSE RECORDS. SO, AGAIN, THAT'S JUST A TWOIF MINUTE OVERVIEW. IF YOU HAVE ANY QUESTIONS ABOUT PUBLIC RECORDS WHICH I KNOW YOU HAVE BEEN EXPOSED TO PUBLIC RECORDS AT THIS POINT, FEEL FREE TO ASK AND I'LL ANSWER YOUR

QUSTIONS. >> CHAIRMAN BERENBERG: ANY QUESTIONS OF REGINA? WE'RE ALL SET.

THANK YOU VERY MUCH. >> SPEAKER: THANK YOU VERY MUCH.

I APPRECIATE YOUR TIME. AGAIN, I JUST WANT YOU TO KNOW, IF YOU HAVE ANY QUESTIONS REGARDING OPEN GOVERNMENT QUESTIONS, BE IT SUNSHINE LAW, PUBLIC RECORDS QUESTION, OUR OFFICE IS AVAILABLE TO ASSIST. THANK YOU.

[Item 8]

>> CHAIRMAN BERENBERG: THANK YOU.

YOU ARE UP. >> I'M NOT CONDUCTING THE PRESENTATION. NO BUT THANK YOU FOR THAT.

THAT WOULD BE THE CITY MANAGER AND PUBLIC WORKS DIRECTOR.

>> SPEAKER: GOOD MORNING MR. CHAIR, COUNCIL MEMBERS.

BILL CHARREDIC THE PUBLIC WORKS DIRECTOR WITH THE CITY OF ST. AUGUSTINE BEACH. IS THERE A TRICK TO THIS? ALL RIGHT WE'RE GOOD. AS YOU ARE ALL AWARE, PARKING AVAILABILITY IS A CRITICAL NEED TO SUPPORT THE VISITOR USE OF THE ST. JOHNS COUNTY BEACHES. AS A NUMBER OF VISITORS INCREASES AND WITH THE BEACH AT ST. AUGUSTINE BEACH ANYWAY LIMITED TO FOUR-WHEEL DRIVE ACCESS THE NEED FOR ADDITIONAL PARKING IS CRITICAL. LOSSES OF BEACH WIDTH FROM HURRICANES, NOR'EASTERS IN CONJUNCTION WITH SEA LEVEL RISE MAKE CONFLICTS BETWEEN VEHICLES AND BEACH GOERS MORE AND MORE FREQUENT. PARKING IS SPILLING WESTWARD, THREATENING RESIDENTIAL AREAS AND THE CITY IS FACED WITH A CHALLENGE OF SUPPORTING TOURISM WHILE PROTECTING THE SAFETY, WELFARE AND QUALITY OF LIFE FOR RESIDENTS.

SILK CAN'T PARKING IMINVOPROVEM ARE NECESSARY TO MEET THESE

[00:25:04]

THE GOOD NEWS IS THERE ARE OPPORTUNITIES TO EXPAND WORKING ALONG A1A BEACH BOULEVARD. THE PRESENTATION I'M SHOWING HERE TODAY WAS MADE TO THE ST. AUGUSTINE BEACH CITY COMMISSION ON MARCH 2ND. THE PRESENTATION WAS RECEIVED FAVORABLY AND I'M HERE TODAY TO SHOW THE COUNCIL THE PLAN -- THE CITY'S PLAN FOR OFF-BEACH PARKING IMPROVEMENTS.

AND REQUEST THE COUNCIL'S RECOMMENDATION TO THE BCC FOR APPROPRIATION IN FY21 BUDGET. SINCE 2005 THE CITY OF ST. AUGUSTINE HAS SPENT OVER A MILLION DOLLARS ON PARKING IMPROVEMENTS FOR BEACH VISITORS. A BIG PART WAS THE LAND ACQUISITION ASSOCIATED WITH TENTH STREET PARKING LOT AND THE PUBLIC RESTROOMS ARE THERE. THERE ARE CURRENTLY --

>> CHAIRMAN BERENBERG: YOU ARE SAYING ST. AUGUSTINE BEACH ARE

YOU NOT? >> SPEAKER: DID I LEAVE OUT THE

BEACH? >> CHAIRMAN BERENBERG: I THINK YOU DID. BUT I WANTED TO BE CLEAR.

>> SPEAKER: IT MISSED IT IN MY NOTES HERE.

ST. AUGUSTINE BEACH. LET ME BE CLEAR, SPENT OVER A MILLION DOLLARS ON PARK, IMPROVEMENTS. THERE ARE APPROXIMATELY 215 SPACES ALONG A1A BEACH BOULEVARD.

THESE SPACES FILL EXTREMELY QUICKLY ON A REGULAR BASIS AND ARE COMPLETELY PACKED ON HOLIDAYS AND SUMMER WEEKENDS AS ANYONE WHO WAS OUT THERE THIS WEEKEND KNOWS WHAT THIS WEEKEND WAS LIKE. IT WAS ALMOST LIKE MEMORIAL DAY A LITTLE BIT EARLY. THE CITY OWNS MULTIPLE PROPERTIES IN THE FORM OF RIGHT-OF-WAY PLAZAS ALONG A1A BEACH BOULEVARD. JUST THIS MAP THAT'S UP HERE SHOWS ALL THE SPACES UP THERE CURRENTLY BUT WE ALSO, AS I SAID, WE HAVE PLAZAS AND RIGHT OF WAY WHERE SOME OPPORTUNITIES EXIST. MANY OF THESE PLAZAS ARE SUITABLE FOR ADDITIONAL PARKING. AND THE FOLLOWING SLIDES, I'LL GO THROUGH THEM ONE BY ONE AND SHOW SOME OF THE AREAS THAT ARE IN OUR FIVE-YEAR PLAN TO LOOK AT FOR PARKING IMPROVEMENTS.

STARTING AT THE NORTH, THE CITY CURRENTLY OWNS A SMALL UNDEVELOPED PARCEL IN FRONT OF SEASIDE OF ANASTASIA.

THIS LOCATION'S THE HEART OF THE COMMERCIAL PORTION OF ST. AUGUSTINE BEACH AND NOT FAR FROM PIER PARK WHICH IS, AS EVERYONE KNOWS, HEAVILY USED. APPROXIMATELY TEN NEW PARKING SPACES COULD BE CREATED ON THIS SMALL PARCEL.

THE ESTIMATED COST IS ABOUT $42,000 WHICH IS ABOUT $4,200 PER SPACE. SO, YOU KNOW, PARKING IMPROVEMENTS AREN'T CHEAP. LOOKING AT THE CONCEPT IT'S PRETTY BASIC. AGAIN, THIS IS JUST A CONCEPT PLAN. BUT COMING IN OFF A1A BEACH BOULEVARD APINGINGLED PARKING ON BOTH SIDES THEN COMING OUT ON 16TH STREET. GOING A LITTLE BIT SOUTH ON EITHER SIDE OF EIGHTH STREET THE CITY HAS TWO PLAZAS ON THE WEST SIDE OF THE BOULEVARD. APPROXIMATELY 29 SPACES COULD BE ADDED AT THESE PLAZAS. IT'S CRITICAL IN THIS LOCATION AND ALL LOCATIONS THAT LANDSCAPING AND APPROPRIATE MAINTENANCE BE IMPLEMENTED SO THE PARKING LOTS ENHANCE THE VISUAL APPEAL OF THE AREA. THE AREA IN FRONT OF THE BEST WESTERN, FOR EXAMPLE,ING VERY LANDSCAPED AND IT'S MAINTAINED BY THE HOTEL. IT'S IMPORTANT THAT ANY IMPROVEMENTS THAT WE PUT IN ARE SIMILARLY LANDSCPED AND MAINTAINED. AND THE CITY WILL WORK CLOSELY WITH ANY PROPERTY OWNER TO MAKE SURE THEY HAVE INPUT IN THE DESIGN AND THEIR NEEDS ARE CONSIDERED.

THE ESTIMATED COST OF THIS IMPROVEMENT IS $88,000.

AT $3,000 PER SPACE, IT IS A LITTLE LESS EXPENSIVE THAN THE 16TH STREET OPTION BUT THAT'S ECONOMY OF SCALE TO SOME DEGREE ON THIS. FOURTH STREET, MOVING A LITTLE FURTHER SOUTH, OFFERS AN OPPORTUNITY TO INSTALL PARALLEL PARKING SIMILAR TO THAT DONE ON FIFTH STREET AND 16TH STREET.

UP TO 23 PARALLEL PARKING SPACES COULD BE ADDED FOR AN ESTIMATED COST OF $35,000 WHICH IS ONLY $1,500 PER SPACE.

THIS IS BY FAR THE MOST ECONOMICAL, COST-EFFECTIVE SOLUTION TO GET PARKING SPACES. AND MAINLY BECAUSE THE ROAD'S ALREADY THERE. WE'RE PUTTING IN SOMETHING SIMILAR TO THE PAVERS THAT WE DID ON 16TH AND 5TH STREET.

MOVING A LITTLE FURTHER SOUTH, THE CITY OWNS TWO PLAZAS AT 3RD STREET ON THE EAST SIDE OF THE BOULEVARD.

ABOUT 40 SPACES COULD BE PUT INTO THESE TWO PLAZAS AND IT WILL COST ABOUT $120,000. THERE ARE DRAINAGE IMPACTS.

THERE'S EXISTING DITCH AND PIPING WHICH WOULD HAVE TO BE DEALT WITH AND PERMITTING ASSOCIATED WITH THAT.

MAKES IT A LITTLE MORE CHALLENGING THAN SOME OF THE OTHER SPACES. SIMILAR IN COST TO THE EIGHTH STREET AT ABOUT $3,000 PER SPACE THOUGH IT'S ECONOMICALLY SIMILAR TO THAT. KEEPING MOVING SOUTH.

THE CITY OWNS PROPERTY ON THE WEST SIDE OF THE BOULEVARD

[00:30:01]

THIS IS ALREADY A DIRT PARKING LOT IN FRONT OF JACK'S BARBECUE JUST NORTH OF A STREET. UP TO 16 SPACES COULD BE IMPROVED. HOWEVER, DUE TO THIS ALREADY BEING UTILIZED DIRT PARKING LOT THERE WOULDN'T BE A NET INCREASE IN PARKING. IN FACT, PEOPLE PARK EVERY WHICH WAY AND THEY SOMETIMES SQUEEZE INTO WHAT WE COULD ACTUALLY GET IN A PAVED LOT. THERE ARE, HOWEVER, DRAINAGE NEEDS IN THIS AREA. THERE'S LOCALIZED FLOODING WHICH MAKES THE SPACES SOMEWHAT NON-USABLE AFTER RAINSTORMS. AND WHATEVER WE DO DOWN HERE WOULD TAKE THAT INTO ACCOUNT AND WOULD SOLVE THE DRAINAGE PROBLEMS. THE COST OF THIS WOULD BE ABOUT $70,000 WHICH IS ABOUT $4,400 PER SPACE SO IT'S A LITTLE MORE EXPENSIVE THAN SOME OF THE OTHER OPTIONS. THIS IS PRIMARILY DUE TO BEING A LITTLE NARROWER OF A PIECE OF PROPERTY.

WE CAN ONLY GET PARKING ON ONE SIDE.

SO WE LOSE ON THE ECONOMY TO SCALE ISSUE THERE.

BUT IT'S STILL A VERY MUCH NEEDED IMPROVEMENT.

PROBABLY BE IN THE CIP IN THE FUTURE BUT NOT NECESSARILY THIS UPCOMING YEAR. LITTLE FURTHER SOUTH WE HAVE FOUR PLAZAS AT THE INTERSECTION OF D STREET AND THE BOULEVARD.

TO DEVELOP THESE FOUR PARCELS WOULD COST ABOUT $160,000.

ABOUT $4,000 A SPACE. THESE PLAZAS ARE VERY HEAVILY LANDSCAPED BY THE CITY AND WELL M MAI MAINTAINED.

THEY'RE FURTHER FROM THE DENSER COMMERCIAL PARTS OF THE CITY SO THEY'RE CONSIDERED IN THE LATER YEARS OF THE FIVE-YEAR CAPITAL IMPROVEMENT AS OPTIONS FOR ADDITIONAL PARKING.

FINALLY, MOVING TO THE SOUTH, OCEAN HAMMOCK PARK, THE OPPORTUNITY EXISTS TO GET ABOUT 20 MORE SPACES IN THE PARKING L LOT.

IN THE VICINITY OF THE PARKING LOT.

THE CITY SUBMITTED A GRANT TO D.E.P. FOR THIS WORK.

IT'S RELATIVELY INEXPENSIVE DUE TO THE SHELL MATERIAL SHELL PARKING LOT IT WOULD BE A SIMILAR STRUCTURE AS THE EXISTING PARKING. DESIGN ON THIS PARK I'LL POINT OUT IS COMMENCING. AND FOR THE REMAINING PARK IMPROVEMENTS. AND BE CONSTRUCTED AS FUNDING BECOMES AVAILABLE. SO, AT THIS TIME, THE CITY IS PLANNING TO MOVE FORWARD WITH THE FIRST YEAR OF THE FIVE-YEAR PLAN FOR PARKING. OUR HIGHEST PRIORITIES, AS YOU CAN SEE ON THE LIST, NUMBERS 1-3, ARE 16TH STREET PLAZA, THE 8TH STREET PLAZA AND THE 4TH STREET PARALLEL PARKING ALONG THE RIGHT-OF-WAY. THE COST FOR CONSTRUCTING THESE IMPROVEMENTS IS ABOUT $165,000. AND IT WOULD PUT IN 62 PARKING SPACES ALONG A1A BEACH BOULEVARD.

WE HAD ASKED THAT THE TDC CONSIDER RECOMMENDING FUNDING OF THESE PROJECTS TO THE BOARD OF COUNTY COMMISSIONERS.

A POINT WORTH MENTIONING IS THAT IN THE DESIGN ALONG THE BOULEVARD IT WOULD CONSIDER A FUTURE RIVER TO SEA TRAIL.

AND THAT'S SOMETHING WE'RE LOOKING AT VERY CLOSELY WHEN I DEVELOPED THESE CONCEPT PLANS TO MAKE SURE WE LEAVE ADEQUATE ROOM ALONG THE RIGHT-OF-WAY SO WHEN THE TRAIL COMES IN THEY'LL BE ABLE TO PUT IT IN WITHOUT DISRUPTING WHATEVER WE'RE GOING TO CONSTRUCT. I'D BE HAPPY TO TAKE ANY

QUESTIONS. >> CHAIRMAN BERENBERG: QUESTIONS TO BILL? NO, NO QUESTIONS.

>> BOARD MEMBER: JUST A COMMENT. THANK YOU FOR THIS.

I THOUGHT IT WAS VERY WELL PREPARED AND CLEAR AND I KNOW WE'VE TALKED ABOUT INFRASTRUCTURE SUPPORT FOR TOU TOURISM.

AND WHEN WE DO THE BUDGET IT WOULD MAKE SENSE TO ME TO CONSIDER THIS. IT'S AN ASSET TO THE COMMUNITY.

>> SPEAKER: THANK YOU. >> CHAIRMAN BERENBERG: OKAY.

WHAT'S THE NEXT STEP? >> WE'VE GIVEN OUR PRESENTATION SO WHAT DO YOU ENVISION MIGHT HAPPEN WITH IT FROM NOW TO WHEN YOU HAVE TO MAKE A RECOMMENDATION TO THE COUNTY

COMMISSION? >> CHAIRMAN BERENBERG: LET ME ASK A QUESTION FIRST, MAX. WHAT ARE YOU ASKING FOR NOW? I MEAN, I ADD IT UP AND IT'S LIKE --

>> SPEAKER: $410,000. >> CHAIRMAN BERENBERG: BUT I THINK RIGHT NOW THE INDICATION IS $162,000.

>> SPEAKER: RIGHT. >> CHAIRMAN BERENBERG: ARE YOU ASKING FOR THAT FROM THE COUNTY COMMISSION? OR WHAT IS IT SPECIFICALLY YOU ARE ASKING FOR

>> SPEAKER: WELL THE TOP THREE PROJECTS ARE THE FIRST PHASE OF A MULTI-YEAR PLAN. SO WE ASK FOR FUNDING FOR THOSE THREE PARTICULAR PROJECTS AT THIS TIME.

>> CHAIRMAN BERENBERG: OKAY. ONE ADDITIONAL QUESTION, MAX.

IS THERE CHARGES FOR THIS PARKING?

>> SPEAKER: NO SIR. >> CHAIRMAN BERENBERG: THIS IS ALL FREE PARKING WE'RE TALKING ABOUT?

>> SPEAKER: YES, SIR. >> BOARD MEMBER: NOT SPECIFICALLY THE PROGRAM FOR THE PARKING, BUT THIS IS A BUDGETARY

[00:35:02]

AND WE'RE LOOKING AT A RECESSION THAT'S MORE SEVERE THAN 2008.

AND IN 2008 OUR BED TAX COLLECTIONS WENT DOWN 25% OVERNIGHT. SO, WE'RE GOING TO HAVE A SHORTFALL THIS YEAR AND NEXT YEAR WE'RE GOING TO HAVE A FUNDING ISSUE WHERE WE CAN'T EVEN AFFORD TO PAY FOR THE SAND WE'RE NOW PAYING FOR. SO, TO TAKE ANY ADDITIONAL OBLI OBLIGATIONS UNTIL WE AS A GROUP UNDERSTAND THE IMPACT -- BECAUSE I BELIEVE WE'RE GOING TO HAVE TO SIGNIFICANTLY CHANGE NEXT YEAR'S BUDGET.

WE SHOULDN'T BE ADDING ANYTHING NEW UNTIL WE COMPLETELY UNDERSTAND HOW SIGNIFICANT IT IS.

I'VE TALKED TO SOME MAJOR HOTEL COMPANIES WHO ARE ANTICIPATING THEIR APRIL REVENUES FOR THE COMPANY TO BE DOWN 70 PERCENT.

70 PERCENT ON MULTI-MILLION DOLLARS.

THE IMPACT IS SIGNIFICANT. OUR BED TAX COLLECTIONS, WE'RE GOING TO BE REALLY SURPRISED. SO, UNTIL WE HAVE A HANDLE ON THAT, GIVING ANYONE THE FALSE IMPRESSION WE SHOULD ADD ANYTHING EVEN THOUGH IT IS A VERY CREDIBLE PROJECT, WOULDN'T HAPPEN AT MY OWN PERSONAL BUSINESS UNTIL I HAVE A HANDLE ON HOW MUCH MONEY WE HAVE. BECAUSE I THINK WE'RE FINANCIALLY IN TROUBLE AND WE SHOULDN'T MISLEAD ANYONE AND WE

SHOULD HAVE A HANDLE ON THAT. >> CHAIRMAN BERENBERG: THANK YOU FOR THAT GUIDANCE. I THINK YOU ARE HEARING THAT WE'RE INTERESTED BUT WE CAN'T COMMIT AT THIS TIME.

AND COUNCILMAN KASS IS GIVING, I THINK, WHAT WE'RE ALL THINKING RIGHT NOW. BUT WE'RE NOT GOING TO EXCLUDE YOU. OKAY.

WE'LL COME BACK TO YOU. >> SPEAKER: WELL THE TIMING IS UNFORTUNATE BUT IT IS WHAT IT IS AND WE APPRECIATE YOUR

CONSIDERATION. >> CHAIRMAN BERENBERG: WELL YOU'VE DONE A LOT A HARD WORK AND WE APPRECIATE THAT.

AND WE UNDERSTAND THE PROBLEM. WE HOPE YOU CAN BE PATIENT WITH

US. >> SPEAKER: THANK YOU.

>> CHAIRMAN BERENBERG: THANK YOU.

[Item 9]

ONE OF THE COUNCIL MEMBERS HAS ASKED IF WE CAN LOOK AT THIS IN TOTAL WITH ONE MOTION ON THE WHOLE THING TO EXPEDITE IT.

>> SPEAKER: I BELIEVE YOU CAN. SO, LONG AS THE VOTE IS UNANIMOUS. YOU CAN DO IT ALL IN ONE

EXPLOSION. >> CHAIRMAN BERENBERG: OKAY.

WE KNOW WHAT THE RULES ARE NOW. THANK YOU.

PLEASE PROCEED. >> SPEAKER: OKAY.

SO WE HAVE QUITE A FEW TODAY. THE FIRST GROUPING I'M GOING TO DO ALL FOUR JUST SPEAK ABOUT THEM WITH PERFECT GAME.

WE DO HAVE THE APPLICANT HERE AS WELL.

SO IF YOU HAVE ANY ADDITIONAL QUESTIONS YOU CAN ASK MYSELF OR

ANGEL. >> CHAIRMAN BERENBERG: I HAVE A QUESTION. I NOTICE THAT SOME OF THESE

APPEAR TO HAVE ALREADY HAPPENED. >> SPEAKER: YES, SIR.

THAT FIRST ONE, THE NORTH FLORIDA KICKOFF CLASSIC DID OCCUR MARCH 6TH-8. WE DO UNDERSTAND THE SENSITIVITY OF GETTING THESE APPLICATIONS AFTER THE EVENT SO WE DO APOLOGIZE FOR THAT. IT WAS THE SEQUENCING OF THE TIMING OF THE MEETINGS THEN NOT HAVING A MEETING HERE IN FEBRUARY. SO THIS IS THE FIRST TIME THAT YOU WOULD SEE THIS ONE THAT ALREADY OCCURRED.

THEY DID HAVE A GREAT EVENT. THEY HAD 46 TEAMS. OUR STAFF WAS OUT THERE AND SAID IT WENT VERY WELL.

THE COMMUNITY HAD A GREAT TIME. SO, FOR THAT ONE AS WELL AS THE ONE IN APRIL AND IN JUNE, THE RECREATION ADVISORY BOARD IS RECOMMENDING $7,500 EACH FOR THOSE TOURNAMENTS.

THE BATTLE OF THE BEACH FOR MAY 22-25TH, THEY DID INCREASE THAT FUNDING. THEY ARE RECOMMENDING $15,000.

IT IS MEMORIAL DAY WEEKEND. IT IS THE LARGEST EVENT OUT OF THESE FOUR APPLICATIONS. SO THEY HAVE RECOMMENDED A LITTLE BIT MORE FUNDING FOR THAT ONE.

>> CHAIRMAN BERENBERG: IRVING? >> BOARD MEMBER: I HAVE QUESTION. ON THE SECOND ONE ON APRIL 3RD WILL THAT BE GREATER THAN 50 PEOPLE IN THE CROWD? IF IT IS IT'S INCONSISTENT WITH WHAT THE CDC PUD OUT AND I

[00:40:02]

IF IT IS IT WOULD INAPPROPRIATE FOR US TO APPROVE ANY MONEYS THAT AGAINST WHAT THE CDC SAYS WE SHOULD DO.

>> SPEAKER: THE DIRECTION I'VE RECEIVED AT THIS TIME IS EVENTS THROUGH MARCH 29TH ON COUNTY FACILITIES HAVE BEEN CANCELLED.

>> BOARD MEMBER: THE CDC SAID EIGHT WEEKS, IF I READ IT

CORRECTLY THIS MORNING. >> SPEAKER: THE COUNTY HAS PUT OUT A DIRECTIVE TO TAKES US THROUGH APRIL 1ST.

SO THAT'S OUR MARCHING ORDERS. CONDUCT BUSINESS ACCORDINGLY.

CERTAINLY I THINK FOR THIS ONE THAT OCCURS IN APRIL OR THE ONES IN MAY THAT COME UP AFTER THIS WE'RE GOING TO PLAY BY EAR.

BUT THE COUNTY AT THE MOMENT WE'RE TAKING THE NEXT TWO WEEKS, MORE OR LESS. BUT I WOULD THINK IF WE WERE TO APPROVE FUNDING AND THE EVENT EITHER DIDN'T OCCUR OR THAT WINDOW WAS EXTENDED WE WOULD HANDLE THAT THE SAME WAY WE'RE GOING TO HANDLE ANY OF OUR OTHER PREVIOUSLY APPROVED SPORTS MARKETING GRANTS OR ARTS CULTURE GRANTS APPLICATION.

IN THE SHORT-TERM LIKE USING THE EXAMPLE OF THE CELTIC FESTIVAL WAS WHICH CANCELLED WITH LITTLE NOTICE WE ARE ASKING THOSE AGENCIES, THAT AGENCY TO PROCEED AS IF 100% OF THE MONEY IS THERE AND GET WHATEVER THEY CAN BACK AND BE A GOOD STEWARD OF THE DOLLARS THEN SUBMIT US A PACKET AND GO THROUGH ON A CASE-BY-CASE. WHY WAS IT CANCELED, WHAT DID THEY SPEND THE MONEY ON AND REIMBURSE THEM USING THE WORD HUMANE BUT IN A REASONABLY FAIR AND CONSISTENT WAY AS WE CAN.

>> CHAIRMAN BERENBERG: LET'S PROCEED.

CAN WE GROUP WHAT'S HAPPENED ALREADY AND WHAT MAY HAPPEN IN THE FUTURE. SO, WE'RE NOW DOWN TWO.

>> SPEAKER: FOR THIS IT WOULD BE THE FIRST ONE THAT'S ALREADY OCCURRED. THE KICKOFF CLASSICS BASEBALL TOURNAMENT WITH RECOMMENDED FUNDING OF 7,500.

THEN YOU WOULD GROUP THE OTHER THREE TOGETHER.

>> CHAIRMAN BERENBERG: DO WE HAVE ANY COMMENTS?

>> BOARD MEMBER: I MEAN, DO WE HAVE A HISTORY OF RETROACTIVE

FUNDING? >> CHAIRMAN BERENBERG: NO WE DON'T FOR THE CULTURAL MATTERS. I DON'T KNOW IF WE HAVE ONE,

TARA CAN YOU COMMENT? >> SPEAKER: FOR RETROACTIVE, SO THERE'S A LITTLE BIT. ONE OF THE THINGS WE'RE LOOKING AT IS REDOING THIS GRANTS PROGRAM.

AND PUTTING GUIDELINES IN PLACE AND ADHERING TO THOSE GUIDELINES THAT GIVE US SOMETHING MORE. LIKE THE ARTS CULTURE GRANTS PROGRAM. BECAUSE THIS RUNS THROUGH -- THESE GRANTS RUB THROUGH THE RECREATION ADVISORY BOARD THEN WE, THE TDC, REVIEWS THEM AND THOSE MEETINGS DON'T ALWAYS LINE UP, WHICH WE'LL TALK MORE ABOUT ON THE NEXT SLIDE, WE DO OCCASIONALLY RETROACTIVELY FUND THESE PROGRAMS. IF IT WAS A TIMING ISSUE WHICH THIS ONE WAS.

>> AND DO WE HAVE THE MONEY FOR THESE APPLICATIONS OR ARE THEY -- THEY'RE BASED UPON THE FUNDS FROM LAST YEAR, CORRECT?

>> SPEAKER: THIS YEAR'S BUDGET HAS AN ALLOCATION TO SPORTS MARKETING. HAS A LINE ITEM WITH AN ALLOCATION IN THERE. SO IT WOULDN'T BE FROM LAST YEAR

IT WOULD BE THIS YEAR'S FUNDING. >> BOARD MEMBER: SO I'M WONDERING ABOUT THE ISSUE THAT IRVING RAISED.

NOT KNOWING YET WHETHER WE'RE GOING TO BE LOOKING AT A DEFICIENCY IN OUR BUDGET AT THE END OF THE YEAR, HAS STAFF CONSIDERED IN CRAFTING ITS RECOMMENDATIONS THE POSSIBILITY

OF A SHORTFALL? >> SPEAKER: SO I AM GOING TO ANSWER WITH A YES. THIS IS A FAST MOVING EVOLVING SITUATION SO WE'RE LOOKING AT IT IN A BIG-PICTURE TYPE APPROACH AT THE MOMENT. AND GOING TO PROBABLY LOOK FOR SOME ADDITIONAL GUIDANCE INPUT FROM THE TDC AND THE BOARD OF COMMISSIONERS IN THE COMING MONTHS AS WE GET A SENSE OF WHAT THAT IMPACT IS GOING TO BE. IN THE FISCAL YEAR 2020 BUDGET WHICH IS WHAT WE'RE IN AT THE MOMENT, THERE WAS 1$189.

SO, THESE RECOMMENDATIONS QUITE FRANKLY WERE PUT TOGETHER BEFORE CORONA BECAME A TOP OF MIND ISSUE.

BUT THE $189,000 WE HAVEN'T AT THIS MOMENT CONSIDERED REDUCING THAT ALLOCATION. STAFF HASN'T -- FOR THE FISCAL YEAR. BUT THESE WOULD ALL BE COVERED

UNDER THAT $189,000. >> BOARD MEMBER: HAVE THERE BEEN SUBSTANTIAL OTHER ALLOCATIONS MADE DURING THIS FISCAL YEAR?

>> SPEAKER: SUBSTANTIAL? NO.

THE LARGEST ALLOCATION WE'VE MADE HAVE BEEN TO THE DONNA RUN.

[00:45:05]

PREVIOUS CRUISE -- YEARS WE'VE GIVEN THEM MONEY SO THAT WOULD

BE A SAVING. >> BOARD MEMBER: SO THIS COULD

BUFFER ANY SHORTFALLS? >> SPEAKER: IT COULD, YES.

SO THE CATEGORY THAT I OVERSEE EXPENDITURES OF MOST CLOSELY IS CATEGORY 4. SO, ONE OF THE THINGS I CAN LOOK AT DOING SINCE LAST WEDNESDAY IS JUST NOT SPENDING ADDITIONAL DOLLARS. AND SO I DON'T KNOW -- I DON'T THINK, I DON'T BELIEVE, AND, AGAIN, THIS IS A FAST MOVING THING. BUT I THINK WE CAN PROBABLY, WITH A SPECIAL ACTION OR MOTION FROM THE TDC AND THE BOARD OF COMMISSIONERS WE CAN PROBABLY MAKE ALL THESE CATEGORIES RIGHT WITHIN THIS FUND AND WE DON'T NECESSARILY HAVE TO BE CONCERNED ANY PARTICULAR FUND ISN'T GOING TO SPIN DOWN TO A NEGATIVE THRESHOLD. I THINK WE'RE GOING TO TREAT IT AS A FUND AT LEAST HAVE THE OPPORTUNITY TO TREAT IT AS A FUND IN THIS UNIQUE SITUATION WHEN WE COME TO RECONCILING EVERYTHING AT THE END OF THE YEAR.

>> BOARD MEMBER: OKAY. >> CHAIRMAN BERENBERG: OTHER QUESTIONS? OKAY.

I THINK WE NEED PUBLIC COMMENT ON THIS DON'T WE, REGINA? IF THERE ARE THOSE THAT WOULD LIKE TO SPEAK -- THANK YOU BY THE WAY. THOSE THAT LIKE TO SPEAK TO THESE APPROPRIATIONS PLEASE COME FORWARD NOW.

SEEING NONE, WE'LL CLOSE PUBLIC COMMENT.

I THINK LIKE TO KNOW THAT I SHARE IRVING'S FEELING THAT WE DON'T WANT TO GET INTO CONTROVERSY WITH THE CDC OR THE COUNTY ON THIS. SO, I'M INCLINED TO SAY THAT, THAT WOULD BE THE RESPONSIBILITY OF YOUR GROUP TO SEE THAT WE'RE NOT IN CONFLICT WITH THEM IN FUNDING.

AND I THINK THAT'S IMPORTANT TO LET EACH OF THOSE ORGANIZATIONS KNOW THAT. OF COURSE, THE ONE THAT'S ALREADY PASSED IS FINE. BUT IF WE'RE GOING TO -- A LOT OF THESE EVENTS SEEM LIKE THEY'RE GOING TO HAVE A LOT OF PEOPLE. IF THAT'S THE CASE, I THINK WE NEED TO TELL THEM NOW THAT IF THEY'RE NOT GOING TO BE IN COMPLIANCE WITH WHAT THE COUNTY IS SAYING -- AND I THINK IT'S QUITE POSSIBLE THAT THOSE IN APRIL MAY BE IN TROUBLE.

AND THOSE IN MAY MAY STILL BE IN TROUBLE.

SO, DO YOU FEEL YOU CAN MANAGE THAT?

>> SPEAKER: ABSOLUTELY. NOT A PROBLEM.

>> CHAIRMAN BERENBERG: OKAY. >> BOARD MEMBER: I GUESS THERE'S KIND OF THE PROCESS QUESTION OF, YOU KNOW, OBVIOUSLY INFORMATION IS CHANGING RAPIDLY. DECISIONS ARE GETTING MADE.

IF THERE IS A DECISION MADE TO EXTEND THE TERMINATION OF EVENTS INTO THE FIRST WEEK OF APRIL, I MEAN, THERE'S GOT TO BE AN IMMEDIATE PHONE CALL MADE SO THAT THAT APRIL 3RD EVENT SO THEY PUT A STOP ON ANY ADVERTISING SO THAT ANY OF THOSE FUNDS CAN BE CAPTURED AS QUICKLY AS POSSIBLE.

YOU KNOW, DEPENDING ON HOW THEY MANAGE THOSE CONTRACTS.

I DON'T KNOW IF THEY'RE ALREADY CONTRACTED FOR ADVERTISING THE

EVENT AT THIS POINT. >> SPEAKER: SO IT OFTEN DEPENDS ON THE TYPE OF ADVERTISING. PRINT MEDIA WENT OUT SOME PERIOD OF TIME BEFOREHAND. THAT'S WHY I SAY WE'RE LOOKING AT THEM ON A CASE-BY-CASE. YOU ALL CERTAINLY HAVE THE DISCRETION TO TAKE THESE UP INDIVIDUALLY EVEN THOUGH YOU WERE GOING TO TAKE THEM UP TOGETHER IF YOU FEEL THERE NEEDS TO BE SOME NUANCES TO HOW WE HANDLE THIS.

WE CAN. >> BOARD MEMBER: I WAS JUST GOING TO -- YOU KNOW KEEPING IN CONTEXT THOUGH I STILL THINK THAT IT'S A GOOD INVESTMENT, RIGHT, FOR THE COMMUNITY.

BECAUSE IT STILL HELPS WITH KEEPING THE MESSAGING OUT THERE.

SO, I JUST WANTED TO ADD THAT KIND OF COUNTER ARGUMENT.

IT'S STILL AN INVESTMENT WE MIGHT GET A RETURN ON EVEN THOUGH THESE EVENTS MIGHT BE IMPACTED.

BUT THAT'S THE CONCLUSION OF MY COMMENT.

>> BOARD MEMBER: DO WE KNOW IF THESE WOULD BE POSTPONED OR CANCELED SHOULD THEY NOT OCCUR WHEN SCHEDULED?

>> SPEAKER: ANGEL IS HERE WITH PERFECT GAME.

SO I THINK THAT WOULD BE ON THEIR ORGANIZATION'S CALL IF THEY JUST COMPLETELY CANCELLED OR IF THEY WOULD RESCHEDULE.

>> BOARD MEMBER: SO MAYBE WE SHOULD KNOW THAT BEFORE WE VOTE ON THESE. IN THE EVENT FOR ANY OF THESE UPCOMING AND THERE ARE FOUR OF THEM, MARCH, APRIL, JUNE, MAY, AS YOU HAVE LISTED HERE, IF WE KNEW THAT THE QUESTION I JUST

POSED, THAT MIGHT BE HELPFUL. >> SPEAKER: TDC STAFF THANK YOU FOR ALLOYING US TO BE HERE. WE'LL TAKE FEDERAL, STATE, LOCAL GUIDANCE. SO THOSE ARE POSTPONED, CANCELLED, WHATEVER THAT IS. OUR LEADERSHIP HAS MANAGEMENT

[00:50:02]

WE RUN OVER 1,200 EVENTS ACROSS THE COUNTRY.

SO, WE'RE DEALING WITH THIS WITH JURISDICTIONAL COMPONENTS.

SO, ALL OF THOSE THINGS ARE TAKEN INTO PLACE REGARDLESS OF THE EVENT OR ACTIVITY. THE ONLY THING I WILL RECOMMEND CMING FROM THE TOURISM INDUSTRY I WILL SHARE WITH YOU ALL THESE SHOULD BE POSTED AND RECONCILIATIONS REGARDLESS WHERE ALL THE DATA IS PROVIDED SHOWING THE IMPACT WAS PROVIDED TO ST. JOHNS COUNTY. AND SIDNEY HAS BEEN A BLESSING TO WORK WITH DURING THIS PROCESS AS WELL.

BUT WE'LL BE TAKING ANY GUIDANCE BASED ON THAT THRESHOLD OF WHAT

THE DESIGNATIONS ARE. >> BOARD MEMBER: AND IF THE GENTLEMAN CAN PROVIDE HIS NAME AND ADDRESS FOR THE RECORD.

>> SPEAKER: ANGEL THAT TELL, SENIOR DIRECTOR OF DEVELOPMENT FOR PERFECT GROUP. MY ADDRESS NEWPORT RICHIE FLO FLORIDA.

THANK YOU. >> BOARD MEMBER: I DIDN'T GET THE ANSWER TO THE QUESTION OF WHETHER IT WOULD BE POSTPONED, RESCHEDULED OR WOULD IT JUST BE CANCELED OUTRIGHT.

YOUR EVENTS AT LEAST? >> SPEAKER: ONCE AGAIN I THINK THIS IS PART OF THE PARTNERSHIP WE'D HAVE TO TAKE THE GUIDANCE OF THE LOCAL COMMUNITY TO DECIDE WHAT WOULD BE BEST AVAILABLE.

SO I CAN'T ANSWER THAT QUESTION YOU.

IF THE SPACE IS AVAILABLE BECAUSE WE NEED THE FACILITIES SO THERE'S A LOT OF SEQUENCES THAT HAVE TO COME IN TO DECIDE WHAT'S BEST FOR OUR PARTNERSHIP. SO THE ABILITY TO DO ONE OF THOSE THREE IS ALWAYS AN OPTION BUT THERE ARE VARIABLES THAT COME INTO PLAY. BUT WE DON'T MAKE THAT DECISION ARBITRARILY WE MAKE THAT IN CONJUNCTION WITH OUR

PARTNERSHIP. >> BOARD MEMBER: OKAY.

SO, YOU ARE SAYING YOU WOULD BE WILLING TO COOPERATE TO DO SO IF

ALL OF THE PIECES LINE UP? >> SPEAKER: OF COURSE WE WOULD IN ANY PARTNERSHIP WE WOULD BE DOING THAT.

AND THAT'S WHAT WE'RE TELLING YOU WE'D BE AN APPROPRIATE

PARTNER. >> BOARD MEMBER: DO YOU KNOW OFF THE TOP OF YOUR HEAD WHETHER IT WOULD BE FEASIBLE TO DO SO IF ALL PIECES ADD UP BUT YOU DON'T GET A DUPLICATE FUNDING? WOULD IT STILL BE FEASIBLE TO DO THAT?

>> SPEAKER: ONCE AGAIN, TOO MANY VARIABLES TO DECIDE BECAUSE OF OTHER ACTIVITIES WE HAVE GOING ACROSS THE COUNTRY.

SO THAT OPPORTUNITY DOES PRESENT ITSELF BUT IT TAKES A COLLECTIVE GROUP TO MAKE THAT DECISION. OUR MANAGEMENT OVERSEES ALL OF THOSE. AND MANAGEMENT PROVIDES STAFF WITH THE ABILITY TO PROVIDE INFORMATION.

SO, IN FAIRNESS, IT'S TOUGH FOR ALL OF US TO MAKE THAT DECISION RIGHT NOW. BUT KNOW THAT THE PARTNERSHIP IS EXACTLY THAT. IT'S JUST NOT A RENTAL AGREEMENT. I THINK THAT'S THE CRITICAL COMPONENT THAT I WANT TO SHARE WITH YOU.

OUR EFFORTS ARE TO MAKE SURE WE DO THIS RIGHT AND WHATEVER CRITERIA THAT WE COME WITH COLLECTIVELY THEN WE ALL MAKE THE BEST B DECISION. SO, UNFORTUNATELY, I'M NOT SKIRTING THE QUESTION, I THINK IN FAIRNESS I THINK WE ALL HAVE TO BE PART OF THE SOLUTION SPECIFICALLY DURING THIS CHALLENGING TIME AM. BUT KNOWING THAT THE INVESTMENT REQUEST WAS BASED ON THE DIRECT IMPACT OUR EVENT WOULD PROVIDE FROM A POST EVENT RECONCILIATION SIDE.

>> BOARD MEMBER: OKAY. >> BOARD MEMBER: SO GIVEN THIS IS UNPRESSES DENTED TERRITORY WE'RE FACING, I WOULD MOVE THAT WE DEFER TO STAFF TO MAKE THIS DECISION BASED ON THE RECOMMENDATION OF THE RECREATION COMMISSION THAT THESE BE FUNDED.

THAT YOU ARE BRINGING THIS FORWARD.

GIVEN ALL OF THE VARIABLES, IF THE FUNDING IS THERE, IF NOT COMPLETED OUR $189,389 BUDGET. IF THESE ARE POSTPONED, MAYBE EVEN SIX, EIGHT MONTHS OUT, THAT WE WOULD DEFER TO THE STAFF LEADERSHIP TO MAKE THE DECISION ON RELEASING THESE FUNDS WHEN IT IS APPROPRIATE. SO THAT IN THE FORM OF A MOTION.

>> CHAIRMAN BERENBERG: MAY I HAVE A COMMENT ON THAT MOTION? I BELIEVE HOW WE HAVE THE ACCOUNTING SET UP NOW THAT IF IT GOT DEFERRED PAST OCTOBER 1ST WE NO LONGER HAVE ROLLOVER INTO THE SAME ACCOUNTS. SO THAT MONEY WOULD HAVE TO BE

REBUDGETED TO COVER IT. >> SPEAKER: SO TYPICALLY THAT'S THE RIGHT ANSWER. HOWEVER, IN THIS CASE, IF WE MOVE FORWARD AND PUT IN PLACE A CONTRACT, BECAUSE THAT'S WHAT RESULTS FROM THIS IS WE PUT IN PLACE A CONTRACT WITH THE ORGANIZATION THAT RECEIVS A GRANT, WE WILL LIKELY HAVE THE ABILITY TO CARRY THOSE FUNDS FORWARD TO THE NEXT FISCAL YEAR.

AND THAT'S NOT SOMETHING WE TYPICALLY DO BUT WE'RE LIKELY GOING TO SEE THE OPPORTUNITY TO BE ABLE TO DO THAT THIS YEAR.

>> CHAIRMAN BERENBERG: IS IT MORE PRUDENT TO HAVE IT THOUGH

HAVE THE END DATE SEPTEMBER 30TH >> SPEAKER: YES ABSOLUTELY.

I DON'T KNOW IF IT'S MORE PRUDE DENT BUT YOU CAN DO THAT.

[00:55:02]

>> BOARD MEMBER: CAN WE JUST WEIGH IN ON THIS WITH LEGAL? WHAT ARE THE -- IS IT APPROPRIATE TO DELEGATE THAT

LEVEL OF DISCRETION? >> CITY ATTORNEY: SO, BASICALLY, HER MOTION WAS TO ACCEPT THE RECOMMENDATION FROM THE RECREATION ADVISORY BOARD TO GRANT THE FUNDING.

ONE THING THAT TARA DID MENTION WAS THERE'S A CONTRACT -- ONCE THESE AGREEMENTS OR GRANTS ARE APPROVED BY YOU, THE AGENCIES OR THE ORGANIZATIONS HAVE TO ENTER INTO A GRANT CONTRACT.

SO, SOME OF THE THINGS THAT YOU ARE CONCERNED ABOUT, FOR EXAMPLE, IF THERE IS A REQUIREMENT OR IF THERE'S DIRECTIVE THAT THESE FUNCTIONS CAN'T HAPPEN, THERE'S A PROVISION IN THE GRANT AGREEMENT THAT THEY HAVE TO COMPLY WITH STATE, LOCAL AND FEDERAL LAW. SO IF IT'S POSSIBLE TO CONDUCT, THEY CAN CONDUCT. AND THERE ARE ALSO PROVISIONS FOR TERMINATION AND HOW TO HANDLE EXTRA FUNDING.

SO, SOME OF THAT STUFF IS HANDLED CONTRACTUALLY.

AS TARA MENTIONED AS FAR AS CARRY FORWARDS OR HOW WE HANDLE FUNDING INTO ORDER TO ENTER INTO THE AGREEMENT.

SO, EVEN IF WE WENT BEYOND THE FISCAL YEAR THE FUNDING WOULD USUALLY CARRY FORWARD WITH THE PERFORMANCE AS REQUIRED BY THE AGREEMENT. SO THAT'S HANDLED.

BUT BASICALLY YOUR MOTION IS TO ACCEPT THE RECOMMENDATION FROM THE WRRECREATION ADVISORY BOARD AND PROVIDE THE FUNDING IN THE

AMOUNTS REQUESTED. >> BOARD MEMBER: AND IF THERE IS AN OVERARCHING POLICY OF ST. JOHNS COUNTY HOW TO FORWARD FUND VENDORS DOING BUSINESS WITH THE COUNTY TODAY, I MEAN, THIS IS A WIDESPREAD ISSUE. IT IS NOT JUST IN DELIBERATIONS AT THIS TABLE. SO WHAT IS ST. JOHNS COUNTY'S POSITION ON FORWARD FUNDING CONTRACTORS THAT ARE CURRENTLY WORKING WITH THE COUNTY FOR WORK THAT CAN'T BE COMPLETED IN THE NEXT 8-10 WEEKS. SO MY RECOMMENDATION WAS TO FOLLOW SUIT WITH WHAT THE COUNTY POLICY IS IN DEALING WITH THESE EXTENUATING CIRCUMSTANCES. SO, WE'RE JUST TRYING TO BE

COOPERATIVE. >> CITY ATTORNEY: SO THE CONTRACT IS WRITTEN THAT IT HAS TO BE IN COMPLIANCE WITH LOCAL AND STATE LAW. IF LOCALLY THE BOARD TAKES AN ACTION REGARDING WHETHER OR NOT THE EVENT CAN HAPPEN, HOW THE EVENT IS FUNDED, THAT CONTRACT IS GOING TO BE SUBJECT TO THE BOARD'S RULING OR THE BOARD'S PROVISION, THE BOARD'S GUIDANCE, THE BOARD'S GUIDELINES. SO THAT CONTRACT WILL BE SUBJECT TO THAT REQUIREMENT. IT WILL BE A LOCAL LAW, IN EFF EFFECT.

>> CURRENTLY RIGHT NOW ALL OF OUR EVENTS AT PAVILIONS AND PARKS ARE CANCEL. SO WE'VE CONTACTED ALL THESE EVENTS STATING YOU CAN NO LONGER HAVE YOUR EVENT DURING THIS TIME. IF YOU WOULD LIKE TO RESCHEDULE OR CANCEL WE ARE HAVING THOSE CONVERSATIONS.

SO WE WOULD DO THE SAME. >> CITY ATTORNEY: AND JUST IN TIMING, THE BOARD'S NEXT REGULARLY SCHEDULED MEETING IS TOMORROW. AND THIS IS THE FIRST MEETING TO DEAL WITH WHAT'S NOW BECOME A NATIONAL CRISIS.

SO A LOT OF ANSWERS YOU'LL PROBABLY RECEIVE FROM THE BOARD OF COUNTY COMMISSIONERS OF INTEREST WILL BE FROM THE BOARD OF COMMISSIONERS ON TOMORROW. SO IF THE MOTION HERE IS TO GO AHEAD AND ACCEPT THAT RECOMMENDATION, WE CAN PUSH THAT FORWARD. IF IT'S SOMETHING THAT WE WOULD HAVE TO AM CO BACK AND VISIT AT YOUR NEXT REGULARLY SCHEDULED MEETING BASED ON A DECISION MADE BY THE BOARD OF COUNTY COMMISSIONERS, WHAT WE WOULD DO IS NOT ENTER INTO THAT AGREEMENT, NOT EXECUTE THE AGREEMENT, AND WE'LL BRING IT

BACK FOR YOUR RECONSIDERATION. >> BOARD MEMBER: SO MAYBE IN LIGHT OF WHAT'S HAPPENING, MAYBE SHMEETING SHOULD HAVE BEEN AFTER TOMORROW'S MEETING. AND WHATEVER THE POLICY OF THE COUNTY IS IN HOW IT CHOOSES TO DEAL WITH THIS CIRCUMSTANCE, THAT WE THEN ABIDE BY WHAT THEY PROPOSE.

>> BOARD MEMBER: MAY I MAKE A COMMENT? I THINK WE NEED TO LOOK AT -- ON THESE QUESTIONS HERE, IT IS A MARKETING QUESTION. IF IT'S NOT GOING TO HAPPEN THIS YEAR, IT PROBABLY NEEDS TO BE PUT INTO NEXT YEAR'S MARKETING PLAN. BECAUSE THERE'S A LOT OF THINGS LIKE THE CELTIC FESTIVAL, THE PLAYER'S CHAMPIONSHIP, CERTAIN THINGS LIKE THAT, THEY'RE GOING TO BE IN NEXT YEAR'S MARKETING PLAN. SO IF THINGS ARE GOING TO HAPPEN IN THE FALL, THAT'S A 2021 THING.

IT JUST SO HAPPENED SO THAT WE WON'T SPEND THE MONEY THIS YEAR BUT IT WILL BE BUDGETED FOR NEXT YEAR IF IT'S AN APPROPRIATE THING. SO I THINK WE'RE MAKING THIS MUCH HARDER THAN IT NEEDS TO BE. IT EITHER HAPPENS FISCALLY THIS

[01:00:02]

IF NOT, WE SHOULD SAY IT SHOULD GO INTO NEXT YEAR'S MARKETING PLAN AND WE SHOULD HAVE A VERY AGGRESSIVE PLAN FOR NEXT YEAR.

BUT I DON'T THINK WE SHOULD GETS A HUNG UP ON WHERE THE DOLLARS AND CENTS. I THINK TARA'S GOT A GOOD MECHANISM FOR THAT AND THERE WILL BE ANOTHER $189,000 IF WE HAVE ENOUGH MONEY IN NEXT YEAR'S BUDGET.

SO IF THE STARS OF BASKETBALL TOURNAMENT DOESN'T HAPPEN, THEY WILL PROBABLY WANT TO HAVE ANOTHER ONE NEXT YEAR AND THAT ONE WILL BE BUDGETED AND THERE WILL BE MONEY FOR THAT.

SO, I'M MUCH MORE CONCERNED ABOUT -- I'M PRETTY SURE TWO OR THREE OF THESE ARE NOT GOING TO HAPPEN.

IT WOULD BE, I THINK, REALLY SURPRISING THAT WE'RE NOT GOING TO -- EVERYONE PUSHED THE CAN DOWN TILL APRIL 1ST BECAUSE THEY JUST NEED UP A DATE. THAT CAN IS GOING TO GET PUSHED AGAIN. BECAUSE IF WE'RE MIRRORING ITALY AT 11 DAYS BEHIND, 11 DAYS BEHIND ALREADY PUTS US PAST THIS DATE. SO, REALISTICALLY WE'RE MAKING MUCH ADO ABOUT NOTHING. AND I THINK WE HAVE A MOTION ON

THE TABLE, MR. CHAIRMAN. >> CITY ATTORNEY: I BELIEVE YOU HAVE A MOTION THAT HASN'T BEEN SECONDED.

>> CHAIRMAN BERENBERG: IT HAS NOT BEEN SECONDED?

>> CITY ATTORNEY: HAS NOT. YOUR MOTION WAS TO ACCEPT THE

RECOMMENDATIONS FROM -- >> BOARD MEMBER: GIVEN THE CIRCUMSTANCES TO DEFER TO STAFF IN THE TIMING OF THESE THEY WERE PRESENTED. APPROVED BY THE RECREATION COMMISSION. SO WE APPROVE THAT.

HOWEVER, IF THEY'RE NOT HAPPENING, THAT WE LEAVE IT UP TO THE DISCRETION OF STAFF TO ENTER INTO THE CONTRACT OR NOT.

>> CHAIRMAN BERENBERG: IS THERE A SECOND?

>> CITY ATTORNEY: OR YOU COULD HAVE THE APPLICATIONS COME BACK TO YOU FOR RECONSIDERATION AT A LATER DATE.

DO YOU AMEND YOUR MOTION TO HAVE THEM BROUGHT BACK TO YOU FOR

RECONSIDERATION? >> CHAIRMAN BERENBERG: I THINK WE HAVE A MOTION ON THE TABLE NOW.

>> BOARD MEMBER: SO VOTE AND GET RID OF IT.

>> THE MOTION TOSS ACCEPT THE RECOMMENDATIONS. HOWEVER, TO GRANT STAFF THE AUTHORITY TO DELAY ENTERING INTO ANY CONTRACTS SO THAT THEY CAN MAKE THE DECISION BASED UPON ON THE EVENTS TAKING PLACE IN THE NEXT COUPLE DAYS REGARD THE CHANGING POLICY WITH THE COUNTY IF THE EVENT'S NOT GOING TO HAPPEN THEN NOT ENTER INTO THE CONTRACT. IS THAT CORRECT?

>> BOARD MEMBER: THANK YOU. >> BOARD MEMBER: OKAY I'LL

SECOND THAT MOTION. >> CHAIRMAN BERENBERG: I WANT TO REMIND ALL OF US AND ALL PRESENT THAT WE ARE ADVISORY TO THE COUNTY COMMISSION. WE'RE MAKING A DECISION HERE TO ADVISE THEM YES OR NO. AND WITH THE AMENDMENTS THAT YOU'VE HEARD. AND WITH THE REQUIREMENT THAT NOTICE BE GIVEN. SO THAT'S I THINK A VERY IMPORTANT POINT HERE. TO THOUGH PEOPLE THAT GO AWAY FROM THIS MEETING FEELING THEY'RE FUNDED.

THEY MAY NOT BE. WE'RE JUST ADVISORY ON THIS.

WITH THAT I'LL CALL THE QUESTION.

ALL THOSE IN FAVOR SAY AYE. >> AYE.

>> CHAIRMAN BERENBERG: THREE. ALL OPPOSED?

>> NO. >> CHAIRMAN BERENBERG: OKAY WE HAVE THREE AYES AND ONE OPPOSED AND ONE NON-VOTE.

FOUR THEN. I'M SORRY.

THE MOTION PASSES. THANK YOU VERY MUCH.

AND WE'D LIKE TO HEAR BACK FROM YOU ABOUT WHAT TRANSCENDS HERE.

ALSO, I THINK THAT IT'S PROBABLY A GOOD TIME TO MENTION THAT THE MAYOR'S BROUGHT UP THE POINT OF APPROVING THINGS AFTER THEY'VE HAPPENED. AND WE UNDERSTAND WHAT TARA'S TOLD US AND WHAT YOU HAVE TOLD US AND THAT'S FINE.

I'M OKAY WITH THAT. BUT IT BRINGS UP THE IMPORTANCE HAVING AN ANNUAL CALENDAR OF WHEN THESE DECISIONS NEED TO BE MADE. AND I THINK FROM YOUR ANGLE YOU SHOULD BE ABLE TO TELL US, YOU KNOW, WHEN THEY HAVE TO BE MADE TO COORDINATE WITH YOUR COUNSEL BEFORE US.

SO I AM GOING TO ASK TODAY THAT WE WORK ON THIS ANNUAL CALENDAR THAT WILL SIGNAL TO US WHEN WE HAVE TO MAKE THESE KINDS OF DECISIONS. SO IT DOESN'T FALL AFTER THE FACT. AND I DON'T THINK THERE'S ANYTHING NEFARIOUS GOING ON HERE BUT I JUST THINK THAT WE'RE UNCOMFORTABLE. BECAUSE IF WE SAID NO LOOK AT THE POSITION THAT LEAVES THESE PEOPLE IN.

[01:05:02]

>> SPEAKER: ABSOLUTELY. RIGHT.

WE WANT THE MONEY TO GET BACK INTO THE COMMUNITY.

THAT'S THE POINT. BUT, ON THE OTHER HAND, ESPECIALLY AS A FIDUCIARY, YOU KNOW, THE IDEA OF GIVING IT WHEN IT'S ALREADY BEEN SPENT, THAT'S JUST NOT GOOD PROCEDURE AND NOT GOOD POLICY. SO THANK YOU FOR RAISING THAT.

>> CHAIRMAN BERENBERG: AND I'VE BEEN SHOT DOWN BEFORE TRYING TO

GET THINGS AFTER THE FACT. >> SPEAKER: I THINK REALLY LOOKING AT NEXT FISCAL YEAR AND GETTING THOSE TWO DEADLINES IN THE GRANT AND ADHERING TO THEM. SO, HOPEFULLY THAT WILL BE --

>> CHAIRMAN BERENBERG: THAT WOULD BE HELPFUL AND IT WOULD ALSO BE HELPFUL IF WE WORK ON THE ANNUAL CALENDAR.

HELP US WITH THAT. >> SPEAKER: NO PROBLEM.

>> CHAIRMAN BERENBERG: THANK YOU.

>> SPEAKER: TO THE NEXT ONE, THE AMERICAN JUNIOR GOLF ASSOCIATION HAS PUT TWO EVENTS ON ONE APPLICATION.

AND SO THEY WOULDN'T BE ELIGIBLE FOR REIMBURSEMENT UNTIL AFTER THE SECOND TOURNAMENT WHICH WOULD BE IN THE NEXT FISCAL YEAR BUDGET BECAUSE THAT TOURNAMENT WILL BE HELD IN OCTOBER.

LAST YEAR THEY DID COME AND APPLY FOR THE JUNIOR PLAYERS CHAMPIONSHIP TOURNAMENT AND THEY WERE AWARDED $8,000.

SO, THEY'RE ADDING THE ABILLY HERIAL JUNIOR CHAMPIONSHIP TOURNAMENT INTO THIS AND ASKING $15,000 WHICH THE RECREATION ADVISORY BOARD DID RECOMMEND. THIS IS THE FOURTH YEAR FOR THE TOURNAMENT AND THEY HAVE MOVED FROM CLAY COUNTY TO ST. JOHNS AND THEY WOULD LIKE TO STAY HERE.

THEY DO RECEIVE LOCAL AND NATIONAL MEDIA AND HAVE PLAYERS STAYING FROM FRIDAY THROUGH MONDAY FOR EACH TOURNAMENT.

>> BOARD MEMBER: I'D LIKE TO MAKE A RECOMMENDATION TO APPROVE THIS. A MOTION TO APPROVE THIS.

>> CHAIRMAN BERENBERG: IS THERE A SECOND?

>> BOARD MEMBER: I HAVE A QUESTION.

SINCE, YOU KNOW, WE'RE TALKING ABOUT THE FUNDING AND POSSIBLE SHORTFALLS AND IT JUST OCCURRED TO ME TO ASK.

DO OUR CONTRACTS STATE THAT THE FUNDING COMMITMENT IS SUBJECT TO THE FUNDS BEING THERE? OKAY.

BECAUSE THIS GETS TOWARDS THE END THE FISCAL YEAR.

>> SPEAKER: I'M PRETTY SURE ALL COUNTY CONTRACTS STATE THAT.

>> CITY ATTORNEY: THE COUNTY PERFORMANCE IS SUBJECT TO

AVAILABILITY OF FUNDING. >> BOARD MEMBER: PERFECT.

THEN I'LL SECOND THE MOTION. >> CHAIRMAN BERENBERG: IS THERE ANY COMMENT FROM THE PUBLIC? IS THERE ANY QUESTIONS? WE'RE READY TO VOTE THEN. ALL IN FAVOR.

OPPOSED. MOTION PASSES.

>> SPEAKER: AND THEN OUR LAST TWO APPLICATIONS JUST BEFORE THE RECREATION ADVISORY BOARD LAST MEETING.

SO I DO HAVE AN UPDATE ON THEIR RECOMMENDATION OF FUNDING.

THOSE AMOUNTS ON THE BOARD ARE WHAT THEY'VE REQUESTED IN THEIR GRANT APPLICATION. SO THE FIRST ONE IS NORTHEAST FLORIDA KINGFISH CHAMPIONSHIP. THIS IS THE INAUGURAL EVENT.

SCHEDULED IN JUNE. 12-13.

THEY ARE UTILIZING THE VILANO BOAT RAMP AS WELL AS THE FLOATING DOCK. THE BOUNDARY FOR THIS FISHING TOURNAMENT IS FROM ST. MARY'S INLET TO PONCE INLET.

SO, YOU ALL HAVE MULTIPLE COUNTIES IN THIS TOURNAMENT.

AND THEY MUST FISH WITHIN THREE NAUTICAL MILES OF THE BEACH.

ONE OF THEIR BIGGEST SPONSORS IS GATE GAS STATIONS SO THEY HAVE A LOT OF BROCHURES AND FLYERS POSTED IN MULTIPLE GAS STATIONS AROUND FLORIDA. FOR THIS ONE THE RECREATION ADVISORY BOARD IS RECOMMENDING $7,000 FOR FUNDING.

>> CHAIRMAN BERENBERG: QUESTIONS? COMMENTS FROM THE PUBLIC? OKAY.

DO WE HAVE A MOTION? >> BOARD MEMBER: YOU KNOW, YOU

SAID $7,000 WAS RECOMMENDED? >> SPEAKER: YES.

>> BOARD MEMBER: IT'S LISTED AS $12,742.

>> SPEAKER: THAT'S HOW MUCH THEY ASKED FOR AND WENT BEFORE THE RECREATION ADVISORY BOARD LAST WEEK AND THEY ARE RECOMMENDING ONLY $7,000 FOR FUNDING OUT OF THE $12,742.

>> BOARD MEMBER: HOW MANY ROOMS DOES IT GENERATE?

>> SPEAKER: THEY BELIEVE BETWEEN 20,300 BOATS.

ONE OF THE MAIN REASONS THE BOARD IS RECOMMENDING ONLY $7,000 IS THEY DIDN'T FEEL THERE WAS GOING TO BE A LOT LOT OF HEADS IN BEDS FOR THIS EVENT SO THEY PUSHED IT DOWN TO $7,000.

>> BOARD MEMBER: THEY BELIEVE IT'S MORE OF A LOCALS EVENT?

>> SPEAKER: THEY JUST DON'T BELIEVE THEY WILL BE SPENDING THE NIGHT. THEY'LL SPEND THE WHOLE DAY HERE BUT THEY CAN LAUNCH FROM ANY FACILITY THEY WOULD LIKE IN THAT BOUNDARY SO THEY'RE NOT JUST ALL COMING AND STARTING IN ST. JOHNS

COUNTY. >> BOARD MEMBER: ARE THEY RECEIVING FUNDING FROM OTHER COUNTIES?

>> SPEAKER: I DON'T BELIEVE SO. THEIR AWARDS ARE BEING DONATED.

YOU CAN PROBABLY SEE KIND OF A SKEW IN NUMBERS.

THEIR AWARDS ARE OVER $100,000. THEY'RE GETTING A BOAT DONATED

[01:10:02]

>> CHAIRMAN BERENBERG: THE ENTRY FEE?

>> SPEAKER: IT IS A TIERED AMOUNT.

I BELIEVE IT STARTS AT $350 AND GOES UP.

SEE IF IT'S IN HERE. >> CHAIRMAN BERENBERG: OTHER QUESTIONS? DO WE HAVE A MOTION?

>> BOARD MEMBER: I HAVE ANOTHER QUESTION.

THIS IS THE FIRST YEAR THEY'RE DOING THIS CORRECT?

>> SPEAKER: CORRECT, YES. >> BOARD MEMBER: HAVE THEY DONE

IN IN OTHER PLACES? >> SPEAKER: THEY HAVE.

>> BOARD MEMBER: THEY HAVE GROWN?

>> SPEAKER: YES THEY'RE QUITE A LARGE TOURNAMENT AND HAVE A REALLY LARGE FOLLOWING OF FISHERMEN.

>> BOARD MEMBER: THEN I THINK WE WANT TO GIVE THEM MORE MONEY NOT LESS MONEY THE FIRST YEAR OUT IF WE'RE TRYING TO INCUBATE DEVELOPING A BIG EVENT IN TOWN. I THINK THE QUESTION IS DO WE WANT TO VET AN EXTRA $5,000 TO CREATE A LARGE EVENT IN TOWN OR NOT. I THINK IT'S WORTH SPENDING MORE MONEY AND MAKING THIS AN A INSTEAD OF LETTING THEM GET IN CHEAP AND MAKING IT A B AND IT NEVER GROWING.

IF THE POTENTIAL IS THIS IS A HUGE ECONOMIC IMPACT THE MIDDLE OF JUNE, AND THE MIDDLE OF JUNE IS TYPICALLY NOT QUITE BUSY YET.

THERE'S A LOT OF GRADUATIONS AND THINGS LIKE THAT.

THIS ACTUALLY MAY BE WE'RE BEING PENNY WISE AND POUND FOOLISH.

JUST A THOUGHT. >> BOARD MEMBER: IN LIGHT OF EVERYTHING ELSE I'D BE HESITANT TO DEVIATE FROM THE RECOMMENDATION BY INCREASING AN AWARD GIVEN THAT THE BOARD HAS DONE A THOROUGH REVIEW YOU KNOW. THERE WAS SOME, YOU KNOW,

ARTICULATED REASON BEHIND IT. >> BOARD MEMBER: THEIR REASON WAS THAT I HEARD IT'S THE FIRST TIME SO THEY DON'T KNOW.

SO THEY WERE BEING SO THEY CUT BACK WHAT THE PEOPLE ASKED BECAUSE THEY WANTED -- SINCE A FIRST TIME THAT THEY DIDN'T TRUST THEY WOULD GET THE NU NUMBERS.

>> BOARD MEMBER: I'M SORRY TO INTERRUPT.

BUT ALSO IF THEY CAN LAUNCH FROM ANY OTHER POSITION INCLUDING OUTSIDE THE COUNTY I THINK THAT WAS PROBABLY -- AM I WRONG WITH

THAT? >> SPEAKER: NO.

IT'S WITH A LITTLE BIT OF WHAT MR. KASS SAID AS WELL AS NOT SURE THERE WOULD BE A LOT OF HOTEL STAYS EITHER.

BUT, AGAIN, BEING THE FIRST TOURNAMENT THEY'RE SUPPORTIVE OF IT. THEY WOULD LIKE TO SEE -- IT WILL BE A LARGE EVENT. I BELIEVE THEY THINK IT'S GOING TO DRAW QUITE A CROWD ESPECIALLY BEING ON A PUBLIC PIER THEY'RE GOING TO BRING IN THE FISH THERE AND HAVE A WEIGH IN STATION THERE. THEY'RE GOING TO HAVE A BAND AT NIGHT. SO IT WILL DRAW, YOU KNOW, SOME OTHER PEOPLE TO THE EVENT RATHER THAN JUST THE PEOPLE FISHING.

SO. >> CHAIRMAN BERENBERG: FURTHER QUESTIONS? IS THERE A MOTION?

>> BOARD MEMBER: I'LL MAKE A MOTION TO APPROVE THE

RECOMMENDATION. >> CHAIRMAN BERENBERG: IS THERE A SECOND? FAILS WITH NO SECOND.

IS THERE ANOTHER MOTION ON THIS? >> BOARD MEMBER: I'LL MAKE A MOTION TO APPROVE THE INITIAL REQUEST OF $12,742.

>> CHAIRMAN BERENBERG: IS THERE A SECOND TO THAT MOTION?

OKAY THAT FAILS. >> BOARD MEMBER: SO WHAT IS EVERYBODY ELSE THINKING? COME UP WITH A MOTION.

OR WHAT'S THE CONCERN? >> CHAIRMAN BERENBERG: TOM?

DO YOU HAVE A CONCERN? >> BOARD MEMBER: I WAS GOING TO DO A SECOND. I WOULD GO WITH THE MAY OR'S RECOMMENDATION. SO I WOULD -- IF YOU REPEAT

THAT, I WILL SECOND IT. >> BOARD MEMBER: I'LL RENEW THE MOTION TO APPROVE THE FUNDING REQUEST AS RECOMMENDED BY THE BOARD. THE ADVISORY BOARD.

WHICH IS $7,000. >> BOARD MEMBER: I SECOND IT.

>> CHAIRMAN BERENBERG: IS THERE DISCUSSION?

I GUESS WE'VE DONE IT. >> ONLY WITH THE PROVISO THAT WE MADE ON THE EARLIER GRANTS, OBVIOUSLY.

WITH THOSE CONSIDERATIONS AS WELL.

I WOULD APPROVE. >> BOARD MEMBER: I ABSOLUTELY AGREE TO THAT AMENDMENT TO THE MOTION.

>> CHAIRMAN BERENBERG: LET'S VOTE.

ALL IN FAVOR? >> AYE.

>> CHAIRMAN BERENBERG: WE'RE ALL IN FAVOR.

IT PASSED UNANIMOUSLY. WE HAVE ONE MORE.

>> SPEAKER: YES. THIS IS FROM THE ANCIENT CITY GAME FISH ASSOCIATION. THEIR EVENT IS SCHEDULED FOR JULY 23RD-26 AT COMANCHE COVE ARENA.

THEY'VE HELD THIS EVENT FOR MULTIPLE YEARS.

THEY CAME JUST LAST YEAR FOR FUNDING AND THEY WERE AWARDED $13,000. THIS YEAR THEY'VE REQUESTED AND THE RECREATION ADVISORY BOARD HAS APPROVED THE RECOMMENDATION OF -- OR IS RECOMMENDING $15,000 FOR THIS EVENT.

[01:15:04]

ALL OF THEIR MONEY, A PORTION OF THEIR MONEY GOES BACK INTO THE COMMUNITY FOR CONSERVATION EFFORTS AND THE ARTIFICIAL REEF

MAINTENANCE PROGRAM. >> CHAIRMAN BERENBERG: DISCUSSION? OKAY IS THERE -- I'D LIKE TO ASK A QUESTION. THAT APPLIES TO ALL THESE.

IRVING IN THE PAST HAS MADE -- HAS ASKED THE QUESTION OF IS THE REPORTING IN PLACE THAT WE KNOW WHETHER THEY ACCOMPLISH ANYWHERE NEAR WHAT THEY DID AND IS THERE A GROWTH FACTOR? YOU KNOW, IT SEEMS TO ME THAT THESE NUMBERS ARE GROWING AND YOUR GROUP IS APPROVING THE GROWTH, BUT I DON'T KNOW IF WE

KNOW THE OUTCOMES. >> SPEAKER: THIS APPLICATION IS PROBABLY ONE OF THE BEST ONES THAT WE DO RECEIVE AS A MODEL.

WE DO USE THIS. THEY HAVE SURVEYS FOR EVERYONE THAT ATTENDS THEIR EVENT. SO WE CAN SEE WHERE THEY CAME FROM, WHAT HOTEL THEY'RE STAYING IN.

WE DO HAVE A POST EVENT REPORT THAT WE DO -- DENA SENDS TO ME AT THE END. AND THEN WE ARE LOOKING FOR HEAVILY AT THEIR MARKETING PLANS THAT THEY SUBMIT WITHIN THEIR APPLICATIONS AS WELL AS SHOWING PROOF THAT THEY DID WHAT THEY PROMISED TO DO THE FOLLOWING YEAR.

THE RECREATION ADVISORY BOARD HAS THE SAME CONCERNS.

>> CHAIRMAN BERENBERG: WE'D LIKE TO SEE THAT IN A SUMMARY FORM AT SOME POINT THAT'S CONVENIENT TO YOU SO WE KNOW THAT MAYBE WE DO IT AS THEY MAKE FUTURE APPLICATIONS AND SAYING THEY'VE FULF FULFILLED.

>> BOARD MEMBER: YOU MAY WANT TO INCLUDE THAT WHEN THEY DO THEIR ANNUAL. WHEN THEY'RE DOING THEIR ANNUAL CALENDAR. IN THEY DO THEIR ANNUAL CALENDAR AND IF THAT IDEA OF HERE'S WHAT THEY DID LAST YEAR, MAYBE THAT

COULD BE INCLUDED. >> CHAIRMAN BERENBERG: DID THEY

MEET THEIR OBLIGATIONS. YES. >> A DATA DASHBOARD TO HELP US UNDERSTAND AND IN GOOD CONFIDENCE.

>> SPEAKER: YEP. NO PROBLEM.

>> CHAIRMAN BERENBERG: AND IT'S GOOD IF WE LET THEM KNOW WE'RE LOOKING AT THAT. I PUT WORDS IN YOUR MOUTH, IRVING. DID I MISQUOTE YOU?

>> BOARD MEMBER: NO. >> CHAIRMAN BERENBERG: I KNOW

YOU ARE ON THIS. >> BOARD MEMBER: I LIKE TO HAVE PEOPLE BE ACCOUNTABLE. THAT WOULD BE GOOD.

>> CHAIRMAN BERENBERG: SO DO WE HAVE A MOTION? I'M SORRY, IS THERE ANYONE THAT WOULD LIKE TO SPEAK TO THIS, PLEASE COME FORWARD AND GIVE US YOUR NAME AND ADDRESS PLEASE.

>> PUBLIC SPEAKER: DONNA FRANCE. I LIVE AT 6409 PINE CIRCLE SOUTH ST. AUGUSTINE FLORIDA. I AM A LIFE MEMBER OF THIS ORGANIZATION. WE HAVE A PROVEN TRACK RECORD.

WHAT WE SAY WE'RE GOING TO DO, WE DO.

WE HAVE ENTERED INTO EVENTS IN THE PAST THAT WE'VE HAD TO CANCEL BECAUSE OF HURRICANES. WE HAVE COME BACK AND PUT ON EVEN A BETTER EVENT. SO WE ARE VERY PROUD OF THE FACT THAT WE DO WHAT WE SAY AND WE SAY WHAT WE DO.

THIS MONEY HELPS US KEEP THE OFFSHORE REEF PROGRAM GOING IN THE COUNTY. SO NOT ONLY ARE WE MAKING MONEY, WE'RE GIVING IT BACK IN WAYS THAT WE CAN'T EVEN MEASURE.

BECAUSE, YOU KNOW, WHEN YOU BUILD A HOUSE YOU GOT TO CLEAN IT. SO, WHEN WE BUILD REEF SHORES WE HAVE TO CLEAN THEM. KEEPING THEM MAINTAINED SO WE CAN SAVE OUR MARINE LIFE IS ANOTHER THING.

AND EVERYTHING'S EXPENSIVE. I DID A KID'S CLINIC THIS PAST WEEKEND AND I HAVE 90 CHILDREN ON THE PIER FISHING.

IF THAT DOESN'T MAKE YOU UNDERSTAND WHAT THIS CLUB'S DOING, I DON'T KNOW WHAT DOES. THEY WANTED US TO CANCEL, WE DIDN'T CANCEL. LAST YEAR I HAD 202 KIDS OUT THERE. IT WAS DOWN THIS YEAR BUT IT'S BECAUSE OF THE SITUATION. I ASSURE YOU I AM A RESIDENT OF THIS COUNTY AND I APPRECIATE YOUR SUPPORT AND WE WILL CONTINUE TO DO THAT. WE'RE NOT JUST A FLY BY NIGHT ORGANIZATION. WE'VE BEEN DOING IT A LONG TIME.

THANK YOU FOR YOUR CONSIDERATION.

FOR YOUR EVENT.ENBERG: THANK YO- OKAY I'LL ASK AGAIN.

DO WE HAVE A MOTION? >> BOARD MEMBER: I'LL MAKE A MOTION TO APPROVE THE RECOMMENDATION WITH THE SAME

ADDITIONAL DIRECTION TO STAFF. >> BOARD MEMBER: SECOND.

>> CHAIRMAN BERENBERG: IS THERE ADDITIONAL DISCUSSION? OKAY LET'S VOTE. ALL IN FAVOR?

>> AYE CLIM OPPOSED? PASSES UNANIMOUSLY.

THANK YOU SO MUCH. CULTURAL COUNCIL.

[Item 10]

AND THAT IS YOU HAVE SAID THERE WOULD BE A MEMBER OF THE CON SELL AND I KNOW YOU HAVE -- COUNCIL AND I KNOW YOU HAVE

[01:20:01]

I THINK THAT'S WONDERFUL LEADERSHIP.

AND I JUST WANT TO SAY THAT WHEN I GO OUT TO THESES EVENTS AND SEE NO ONE THERE IT MAKES ME WONDER HOW WE KNOW WHAT THE OUTCOMES ARE. SO I WANT TO THANK YOU FOR THE LEADERSHIP YOU ARE EXPRESSING WITH THAT AND I WOULD LIKE TO SEE WE COULD DO THIS TOO IF WE HAD IN KIND OF LIST OF THOSE EVENTS AND DATES THAT WE COULD GO TO.

I'M ON THE STATE HUMANITIES COMMISSION AND THEY REQUIRE EACH BOARD MEMBER THERE TO GO TO AT LEAST ONE EVENT A YEAR.

AND I THINK THAT SOME OF THESE EVENTS ARE WONDERFUL AND FUN TO ATTEND AND I'VE ATTENDED MANY OF THEM.

I'M A SURE WE ALL HAVE. BUT I THINK WE OUGHT TO TRY TO BE THERE JUST LIKE YOUR LEADERSHIP IS EXPRESSING.

THANK YOU FOR DOING THAT. >> SPEAKER: THANK YOU, CHAIR, AND THANK YOU COUNCIL FOR LETTING ME ADDRESS YOU TODAY.

I WAS JUST SPEAKING TO STAFF. I HAD SENT AN UPDATED PRESENTATION AND THIS IS NOT THE UPDATED PRESENTATION.

THE CHANGES ARE VERY MINOR. SO, I'M GOING TO BE ABLE TO GET THROUGH IT WITHOUT ANY PROBLEM. BUT I'LL MAKE A COUPLE OF CORRECTIONS ALONG THE WAY. ALSO I WANT TO SAY IT'S VERY HARD TO STAND UP HERE AND TALK ABOUT DESTINATION MARKETING AT A TIME LIKE THIS. THIS PRESENTATION IS A VERY HIGH LEVEL. WE'RE REVIEW THINGS THAT HAVE HAPPENED IN THE PAST. WHAT'S GOING ON THIS YEAR AND SOME IDEAS WE HAVE FOR THE FUTURE BOTH IN THE MARKETING THAT WE DO THROUGH OUR AGENCY AND THROUGH THE GRANT PROGRAM THAT ALSO INCLUDES A LOT OF MARKETING.

SO I THINK WE'LL BE ABLE TO GET THROUGH IT WITHOUT BEING TOO DISTRACTED BY THE CURRENT SITUATION.

I KNOW THAT STAFF HAS ON THE AGENDA A TIME FOR US TO TALK ABOUT THAT LATER. AND WE DO NEED TO ADDRESS SOME ISSUES. WE HAVE A LOT OF CONCERNS OF COURSE ALREADY FROM OUR GRANTEES AND WE NEED TO MAKE SOME DECISIONS ABOUT EVENTS THAT ARE FUNDED THAT ARE COMING UP DURING THOSE NEXT EIGHT WEEKS WHEN WE'VE BEEN TOLD WE REALLY SHOULD NOT BE HOSTING EVENTS. BUT I'LL HOLD OFF ON THOSE COMMENTS UNTIL WE GET TO THAT ITEM ON THE AGENDA.

SO, WE'RE GOING START WITH A LOOK AT OUR 2019 PLAN.

I HAD A SLIDE THAT ADDRESSED THE FACT THAT I HAVE JUST COMPLETED 90 DAYS IN THIS POSITION. SO A LOT OF WHAT I AM GOING TO TALK ABOUT I REALLY WAS NOT INVOLVED IN AT THE TIME.

I SPENT A LOT OF TIME REVIEWING WHAT WAS DONE.

I'VE LOOKED AT THE PLAN THAT WE HAVE FOR 2020 AND I'M GOING TO TALK ABOUT SOME CHANGES THAT I PLAN TO MAKE THIS YEAR WHICH, OF COURSE, WILL BE FURTHER MODIFIED BY THE CRISIS WE'RE EXPERIENCING NOW. IN THE 90 DAYS THAT I'VE BEEN HERE I HAVE MET PERSONALLY WITH LITERALLY HUNDREDS OF PEOPLE WHO MAKE UP ALL KINDS OF STAKEHOLDERS RANGING FROM GOVERNMENT OFFICIALS TO EVENT ORGANIZERS, NONPROFITS, CITIZENS, TO TALK ABOUT THE THINGS THEY LIKE AND THE THINGS THEY DON'T LIKE ABOUT OUR CURRENT PROGRAMS AND MARKETING.

SO, AGAIN, TAKE EVERYTHING I SAY WITH THAT GRAIN OF SALT THAT I'VE BEEN IN THE COUNTY WORKING FOR 90 DAYS.

SO, THESE SLIDES REPRESENT THE APPROACH THAT OUR AGENCY, THE SHEPHERD AGENCY, TOOK IN 2019. THE SECOND ITEM ON HERE IS ACTUALLY AN UPDATED -- I DON'T THINK THE FOCUS REALLY WAS TO COMPLIMENT BCB EFFORTS AS MUCH IN THE PAST.

IT WAS VERY ISOLATED SEPARATE CENTER THE EFFORTS OF BCB BUT THE GOAL WAS TO RAISE AWARENESS OF ARTS CULTURAL EXPERIENCES.

THEY WERE DEVELOPING HISTORIC HOST MARKETING.COM.

THEY WERE DRIVING TO THE WEBSITE.

JUST A REMINDER THE REASON IT'S SO IMPORTANT ATTRACT THE ARTS CULTURAL HERITAGE VISITORS IS THEY ARE OUR HIGH SPEND VISITORS. THE TARGET AUDIENCE THAT HAD BEEN IDENTIFIED FOR 2019, OUTSIDE OF ST. JOHNS COUNTY, AND AFTER DOING A LOT OF RESEARCH, THE DETERMINATION WAS THAT COUPLES WITH A MODERATE INCOME AND MULTI-GENERATIONAL FAMILIES WOULD BE THE TARGET BUT THEY'RE REALLY LOOKING AT MARKETING TO WOMEN BECAUSE THE IDEA OF WOMEN MAKE MOST OF THE TRAVELING DECISIONS. THE GEOGRAPHY THEY WERE LOOKING AT OF COURSE TIER 1 IS OUR AREA RIGHT OUTSIDE OF THE COUNTY.

YOU SEE THE AREA FOR TIER 2. TIER 3 STILL PRETTY LOCAL.

THEY WERE STARTING TO TEST NEW MA MARKETS THAT HAD BEEN IDENTIFIED BY VISIT FLORIDA.

YOU WILL SEE THERE'S NOT ANY INTERNATIONAL FOCUS AT ALL IN 2019. THE MEDIA MIX THAT WAS USED IS SHOWN ON THIS CHART. AND THE LARGEST PORTION IS DIGITAL. AND PAID SOCIAL IS THE SINGLE MOST COSTLY ITEM OF OUR BUDGET. THE DOLLARS SPENT ON RADIO AND PRINT ARE GETTING SMALLER AND SMALLER.

YOU ALSO SEE SOME OF THE OTHER THINGS THAT SHEPARD WAS DOING

[01:25:03]

THESE UNFORTUNATELY ARE A LITTLE DIFFICULT TO SEE BUT ARE SOME EXAMPLES OF SOME OF THE DIGITAL ADVERTISING THAT SHEPARD WAS DOING. ONE THING THAT'S HARD TO SEE ON THESE AND ON THE OTHER SLIDES THAT WE HAVE HERE -- WE'VE GOT NICE VISUALS. REMEMBER THEY'RE STARTING TO FOCUS ON MARKETING THE HISTORIC HOST CULTURE WEBSITE.

I WAS SURPRISED TO SEE THAT IN A LOT OF THE ADVERTISING OUR ACTUAL DESTINATION WAS NOT BEING IDENTIFIED.

THAT WE'LL TALK ABOUT IN A MINUTE.

BECAUSE I THINK THAT'S AN ISSUE. THESE ARE THE ANALYTICS FROM 2019. OBVIOUSLY THE CHALLENGE IS TRYING TO SHOW THE TDC AND THE COUNTY WE'RE PUTTING HEADS IN BEDS THROUGH SOME OF THE MONEY WE'RE SPENDING.

IT'S DIFFICULT TO DO WITH THE TYPE OF MARKETING THAT WE'RE DOING FOR ORGANIZATIONS AND WITH THE VERY SMALL BUDGET THAT WE HAVE RELATIVE TO THE BCB. SO, REALLY SHEPARD WAS TAKING THE POSITION WE'RE RAISING AWARENESS AND WE'RE GOING TO SHOW INTENT TO TRAVEL BY COUNTING THE NUMBER OF DOWNLOADS OF TRAVEL ITINERARIES, LINKS TO OTHER ORGANIZATIONS AND OTHER INTERACTIONS. SO, BEYOND JUST THE IMPRESSIONS THAT YOU SEE WHICH DON'T REALLY MEAN A LOT, THE ACTUAL CONVERSIONS TO DATA THAT'S DOWNLOADED, VISITS TO THE WEBSITE. AND THIS IS SOME OF THE INFORMATION. OUR SET TOAL BUDGET IS $555,000.

SO IT'S VERY SMALL FOR A COUNTY OF THIS SIZE.

AND YOU CAN TAKE A LOOK AT SOME OF THE NUMBERS.

PRETTY BIG IMPRESSION NUMBER. FOR THAT BUDGET IT'S NOT BAD.

A DECENT AMOUNT OF WEBSITE VISITS.

THEN CO VERSIONS THEMSELVES ARE -- IT'S NOT THAT BAD.

10,000 ACTUAL DOWNLOADS AND INTERACTIONS.

AND DIGITAL REACH OF 9.8 MILLION IS A GOOD NUMBER FOR THE BUDGET.

ONE THING I ASKED SHEPARD TO DO, I WANTED TO LOOK AT WHAT WE'RE GETTING FROM EACH OF THOSE DIFFERENT TYPES OF MARKETING THEY WERE DOING. BECAUSE FRANKLY I'M -- I FIT THAT TARGET PERSON THAT THEY'RE TRYING TO ATTRACT AND SOME OF THE THINGS THEY WERE USING ARE NOT THINGS THAT I EVER LOOK AT.

AND I UNDERSTAND I'M NOT THE ONLY PERSON WE'RE TRYING TO GET TO ST. JOHNS COUNTY BUT I WANTED HELP UNDERSTANDING WHY WE WERE SPENDING SO MUCH MONEY IN SOME CATEGORIES.

AND IT WAS VERY INTERESTING BECAUSE AS YOU'LL SEE THOSE DISPLAY ADS THAT WE'RE SPENDING QUITE A BIT OF NONE ON, NATIVE ADS, OTHER DIGITAL TYPES OF MARKETING WERE GROWING WITH VISITS TO THE WEBSITE. BUT THE ACTUALLY CONVERSIONS ARE PRETTY LOW FOR SOME OF THOSE. AND SO JUST BRING THAT UP AS SOMETHING WE'RE LOOKING AT. WE'RE GOING TO BE ADDRESSING AND TAKING A WHOLE NEW LOOK AT WHAT OUR MEDIA MIX IS GOING FORWARD.

SOCIAL MEDIA WE'RE GETTING GREAT CONVERSIONS FOR THE AMOUNT OF MONEY WE'RE SPENDING. SOME OF THE PANDORA AND THOSE STIPES OF MARKETING THAT HAVE BEEN USED, NOT REALLY LOOKING LIKE SUCH A GREAT INVESTMENT. SO IT WILL IMPROVE.

SO, 2020 WE'RE ABOUT HALFWAY INTO OUR YEAR NOW.

AGAIN, THIS IS A PLAN I DID NOT PUT TOGETHER BUT I'M LOOKING AT IT AND WE'RE STARTING TO MAKE CHANGES ALREADY.

SO, THEIR APPROACH IS A LITTLE DIFFERENT.

THEY ARE FOCUSING ON THIS BRAND CULTURE AROUND EVERY CORNER.

ALSO THE ARTS AND CULTURE TRAVELERS.

AND REALLY ALMOST THE SAME PLAN AS LAST YEAR WITH THIS NEW TAG LINE. TARGET AUDIENCE.

THEY'VE CHANGED JUST A LITTLE BIT.

STILL FOCUSING ON AFFLUENT WOMEN.

AND THEY CAME UP WITH SOME MORE DATA TO INCREASE THE INCOME LOOKING AT NET WORTH, A FEW MORE SPECIFICS.

WE, AGAIN, ARE ASKING THEM TO LOOK AT BROADENING THAT.

BECAUSE I THINK WITH ALL OF THE TRAVEL NOW BY SINGLE FOLKS, WHICH IS A VERY BIG THING, AND THERE ARE PEOPLE BESIDES WOMEN WHO ARE MAKING DECISIONS ABOUT TRAVEL.

THIS IS SOME DATA THAT THE AGENCY PUT TOGETHER THAT SHOWS SOME OF THE INTEREST AND MEDIA CONSUMPTION FOR THIS TARGET VISITOR. AND I FOUND SOME OF THESE THINGS INTERESTING. WE'RE AT NOT DOING MUCH PRINT AT ALL BUT THESE FOLKS USE MAGAZINES A LOT.

THEY USE THEIR CELL PHONES ALL THE TIME.

SO, ONE OF THE THINGS THAT WE ARE TALKING TO THE AGENCY ABOUT DOING THAT WE HAVEN'T DONE BEFORE IS A COMBINATION OF A PRINT DIGITAL PROGRAM WITH PUBLICATIONS LIKE GARDEN AND GUN, SOUTHERN LIVING, WHO ALSO DOES THE EMAIL BLAST THAT IS DELIVERED TO THE TARGET MARKET THAT WE WANT.

SO WE MAY BE LOOKING AT SHIFTING SOME OF THAT MONEY WE'VE BEEN SPENDING ON DIGITAL TOWARDS THAT CATEGORY.

LITTLE LIT OF A CHANGE IN THE GEOGRAPHY.

[01:30:02]

SO, I'VE ASKED THE AGENCY TO START A NEW PROGRAM IN GREENVILLE/ASHEVILLE. WE HAVEN'T DONE ANYTHING THERE YET. SO, WE'RE GOING TO DO SURVEYS BEFORE WE START TO FIND OUT WHAT AWARENESS IS AND WHAT THE IMPRESSIONS OF OUR COUNTY ARE AT THIS POINT AND THEN WE'RE GOING TO START SOME TARGETED MARKETING IN THAT AREA THAT WE WILL FOLLOW UP WITH ANOTHER SURVEY LATER ON SO WE CAN DECIDE WHETHER WE'RE BEING EFFECTIVE OR NOT. AND THOSE AREAS WERE COLLECTED WAGS OF THE TYPES OF RESIDENTS THEY HAVE, THE THINGS THEY'RE INTERESTED IN, THEY FIT OUR TARGET AUDIENCE VERY WELL.

SO THE MEDIA MIX FOR THIS YEAR IN THE PLAN THAT WAS PREPARED ALMOST A YEAR AGO IS IDENTICAL TO THE ONE FOR 2019.

AGAIN, WE ARE MAKING SOME ADJUSTMENTS TO THAT RIGHT NOW BASED ON THE DATA THAT WE'RE LOOKING AT.

IT WON'T BE DRAMATIC AT THIS POINT BUT THERE WILL BE SOME CHANGES. ANOTHER CHANGE THAT I NEED TO BRING TO YOUR ATTENTION IS ONE OF THE ITEMS IN OUR PLAN FOR 2020 WE'RE PRESENTING MID-WEEK PACKAGES THAT WERE HEAVILY MARKETED AND THAT TOOK A LOT OF TIME TO ORGANIZE AND PUT TOGETHER THAT FRANKLY HAVE NOT BEEN SUCCESSFUL.

AND AFTER LOOKING AT THOSE AND DOING IT TWO DIFFERENT TIMES AND HAVING IT NOT HONESTLY NOT WORK, WE'VE DECIDED TO DISCONTINUE THOSE AND USE THOSE FUNDS FOR SOMETHING ELSE.

THEY DID HAVE SOME GOOD SUCCESS. THE SECOND TIME IT WAS PUT TOGETHER RATHER THAN CANCEL IT WE USED IT FOR A FAMILIARATION TRIP AND BROUGHT IN SOME MEDIA FOLKS WHO REALLY HAD A GREAT EXPERIENCE AND WE'VE HAD SOME VERY, VERY GOOD RESULTS FROM THAT. SO, HERE'S A FEW OF THIS CHANGES IN STRATEGY THAT WE'RE LOOKING AT.

I'VE MENTIONED MOST OF THESE ALREADY.

WE'RE GOING TO MOVE TO THOSE MOST COST-EFFECTIVE CHANNELS AND CHANGE OUR MEDIA MIX. ANOTHER THING I WANT TO MENTION THAT I KNOW HAS BEEN CONTROVERSIAL IN THE PAST.

WE HAVE A VERY SMALL BUDGET FOR TIER 1 MARKETING.

SO, WE'RE NOT TALKING ABOUT A LOT OF THE BUDGET.

ONE THING WE'RE FINDING IS OUR TARGET AUDIENCE ARE SO FOCUSED ON USING PHONES AND MOBILE THAT WHEN THEIR IN THE COUNTY THEY'RE MISSING A LOT OF OUR MARKETING AOUT EVENTS AND THINGS GOING ON. WE WANT TO MAKE SURE THOSE TOURISTS FROM OTHER PLACES WHO ARE NOW ARE IN ST. JOHNS COUNTY THEIR PHONES ARE IDENTIFYING THEM AS BEING IN ST. JOHNS COUNTY THAT THEY SEE THAT MARKETING.

SO THEY KNOW WHAT'S GOING ON AND THEY HAVE THE BEST EXPERIENCE POSSIBLE. SO, WE'RE TALKING ABOUT A VERY SMALL AMOUNT OF MONEY. AND REALITY IS FOR DIGITAL WHEN YOU JUST FILL THAT HOLE IN YOU ARE ALREADY MARKETING OUTSIDE THE COUNTY, IT IS A TINY INCREASE.

BUT WE DO WITH YOUR BLESSING WOULD LIKE TO CONSIDER THAT.

WE'RE WORKING ON INCREASING PUBLIC RELATIONS EFFORTS.

EARNED MEDIA HAS BEEN TREMENDOUS FOR ENGAGEMENTS.

NUMBER ONE PRIORITY, I WANT TO MAKE SURE THISSEST DID NATION IS CLEARLY IDENTIFIED IN EVERY SINGLE THING THAT WE DO.

AS A PERSON WHO IS NEW TO THE COUNTY MYSELF, YOU KNOW, I WASN'T FAMILIAR WITH HISTORIC HOST CULTURE.

I WOULDN'T NECESSARILY HAVE IDENTIFIED THAT WITH FLORIDA OR ST. AUGUSTINE. ST. JOHNS IS DIFFICULT ALSO.

SO, THERE HAD BEEN A SWITCH AT SOME POINT IN THE LAST YEAR OR SO TO TRY TO IDENTIFY THE ST. JOHNS CULTURE COUNCIL WITH HISTORIC HOST CULTURE. SO A TAGLINE, HISTORIC COAST CULTURE A SURVEY WAS BEING USED. I WANT TO GET THE WORD OUT ABOUT THE CULTURE COUNCIL AND GET CREDIT FOR WHAT WE'RE DOING BUT I THINK IT'S MORE IMPORTANT THAT WE IDENTIFY ST. AUGUSTINE, PONTE VEDRA AND FLORIDA'S HISTORIC COAST.

SO, WE'RE GOING TO BE CHANGING BACK TO HISTORIC HOST CULTURE, ST. AUGUSTINE, PONTE VEDRA, FLORIDA'S HISTORIC COAST.

AND WE'LL MAKE SURE PEOPLE KNOW ABOUT THE COUNCIL IN OTHER WAYS.

WE'RE GOING TO IMPROVE THE QUALITY OF OUREE ATIVE.

WE'RE GOING TO TRY TO FOCUS MORE ON UNIQUE CULTURAL ASSETS.

CULINARY IS HUGE BUT IN MY OPINION WE WENT TOO FAR IN THAT DIRECTION LAST YEAR AND WE GET BETTER ENGAGEMENT WHEN WE LOOK AT THE INNINGS UNIQUE TO G ST. AUGUSTINE AND THE REST OF ST. JOHNS COUNTY. WE'RE GOING TO RETHINK THOSE MID-WEEK INSIDER EXPERIENCES. WE'RE ALREADY WORKING TO BRING

[01:35:01]

WE'RE ALSO WORKING WITH THE FOLKS AT THE FORT TO BRING IN MVBC AS WELL. THERE'S A HUGE CONFERENCE SCHEDULED FOR INTERPRETATION FOLKS THAT WORK IN MUSEUMS. 800 PEOPLE WHO WILL BE AT THE WORLD GOLF VILLAGE IN NOVEMBER.

AND WE'RE WORKING WITH THEM TO MAKE SURE ALL OF THEM HAVE A REALLY GREAT EXPERIENCE HERE. I MENTIONED THE TESTS THAT WE'RE GOING TO DO TO TEST EFFECTIVENESS OF MARKETING WITH THE PRE AND POST CAMPAIGN SURVEYS.

THEN ANOTHER INTERESTING POSSIBILITY THAT I'M HAVING MEETINGS ON NOW IS A POSSIBLE PROJECT WITH JACKSONVILLE MAGAZINE WHERE THEY'LL PROVIDE US WITH A LOT OF EDITORIAL CONTENT, MONTHLY ARTICLES ABOUT THINGS GOING ON HERE THAT WE'LL BE ABLE TO USE TO CREATE AN INSIDER'S GUIDE SORT OF LIKE THE FOOD GUIDES THEY DO FROM TIME TO TIME THAT WOULD BE DISTRIBUTED NOT WITH JACKSONVILLE MAGAZINE BUT WITH SOME OF THEIR PARTNER MAGAZINES IN PLACES LIKE ATLANTA, CHARLESTON, NASHVILLE, SAVANNAH. AND WE'RE IN THE EARLY STAGES.

BUT IT APPEARS IT'S SOMETHING THAT COULD BE COST-EFFECTIVE.

SO, MOVING ON FROM GENERAL MARKETING EFFORTS TO TALK A LITTLE ABOUT THE GRANTS AND WHAT I'VE SEEN WITH THOSE.

SO, 2020, CHAIR BERENBERG MENTIONED WE'VE STARTED AN INITIATIVE TO ATTEND EVERY GRANT FUNDED EVENT.

I'VE BEEN TO QUITE A FEW REALLY INTERESTING ONES ALREADY.

I WAS SAD I HAD TO MISS THE CELTIC FESTIVAL.

THAT'S VERY DOABLE. WE'LL BE ABLE TO DO THAT.

WE ARE STARTING TO DO A NEW SORT OF INTENSE REVIEW OF THE FINAL REPORTS AND CREATE OUR OWN REPORT AND SUMMARY SO THAT WE CAN COMPARE WHAT'S IN THE REPORT WITH WHAT WE ACTUALLY SEE.

WE'RE NOT TRYING TO BE SUBJECTIVE.

WE'RE GOING TO MAKE IT VERY OBJECTIVE.

IT WILL BE THINGS LIKE, YOU KNOW, WE CAN CONFIRM THAT A THOUSAND ATTENDEES THEY REPORTED APPEARED TO BE AT THE EVENT.

AND WE WILL BE CREATING A WRITTEN REPORT.

I'VE ALREADY STARTED DOING THAT. AND YOU WILL HAVE ACCESS TO THOSE REPORTS. IT WILL INCLUDE THE TOTAL COST, OF HOW GRANT FUNDING, HOW MUCH THE MARKETING SPIN WAS, WHAT THE ACTUAL ATTENDANCE THEY REPORTED WAS, HOTEL STAYS, COMPARED TO WHAT THEY SAID THEY WERE GOING TO IN THEIR APPLICATION.

AND AT THE END OF THE YEAR WE'LL CREATE A REPORT THAT PROVIDES A TOTAL OF WHAT WE GOT FOR THOSE TDC DOLLARS WE SPENT

>> CHAIRMAN BERENBERG: I THINK WE'D LIKE TO SEE THAT, YOU KNOW, WHEN YOU COME FOR THE NEXT G GRANT.

WE QUITE OFTEN DON'T KNOW WHETHER THEY ACHIEVED THEIR GO GOALS WHETHER WE'RE LOOKING AT

THE SECOND GRANT. >> SPEAKER: THAT'S THE LAST COMMENT ON THE SLIDE WITH YOUR APPROVAL WE PROVIDE THOSE SUMMARIES TO THE PANELIST SO THEY KNOW WHAT THE HISTORY OF THE EVENT WAS. SO THIS IS A VERY SHORT LIST.

JUST A COUPLE OF THINGS THAT I WANTED TO THROW OUT.

THERE ARE OTHER THINGS WE NEED TO LOOK AT.

I'M REALLY GLAD WE HAD THE CONVERSATION EARLIER ABOUT POSSIBLY DOING WORKSHOPS BECAUSE I WOULD LOVE FOR US TO THINK ABOUT HAVING A WORKSHOP AT SOME POINT BETWEEN NOW AND NEXT YEAR WHEN WE'RE APPROVING NEW GRANT GUIDELINES TO TALK THROUGH A FEW ISSUES. THESE ARE JUST EXAMPLES OF SOME THINGS THAT HAVE CONCERNED ME AS I'VE BEEN REVIEWING THE GRANTS.

THE INTENTION OF THE PROGRAM IS THAT THE GRANT FUND NO MORE THAN 50 PERCENT OF THE COST OF THE EVENT.

HALF OF WHAT WE FUND IN GRANT MONEY SHOULD BE GOING TO ADVERTISING. BUT THE ORGANIZATION HAS TO COME UP WITH FUNDING FOR THE OTHER HALF OF THE COST.

WE'RE SEEING ORGANIZATIONS WHO CHARITABLE DONATIONS AS THEIR MATCH. IT'S NOT MY CALL TO DECIDE IF THAT'S GOOD OR BAD AND THAT WAS IN THEIR BUDGETS FOR THIS YEAR SO WE CAN'T REALLY CHANGE IT NOW, BUT THAT WAS SOMETHING I THOUGHT WE NEED TO LOOK AT. WE HAVE CONTRACTS THAT REQUIRE THAT IF YOU ARE SELLING TICKETS, HOME ADDRESS IS REALLY TOO NARROW. WE WANT TO IDENTIFY WHERE THE FOLKS ARE COMING FROM WITH A ZIP CODE, CITY/STATE, SOMETHING LIKE THAT. NOT EVERYONE IS DOING THAT AND THEY HAVEN'T BEEN HELD ACCOUNTABLE.

AND IF IT'S IN THE CONTRACT WE NEED TO MAKE SURE THAT HAPPENS.

THEN I'M SEEING SOME REQUESTS FOR REIMBURSEMENT FOR PAYMENTS TO AFFILIATED COMPANIES WHICH ALSO IT'S PROBABLY MY LEGAL BACKGROUND THAT BOTHERS ME ABOUT SOME OF THESE THINGS.

BUT THESE ARE THE TYPE OF THINGS I WOULD LIKE TO WORKSHOP AND TALK ABOUT. AND THIS SAYS 2021 AND 2022 BUT I'D LIKE TO START WITH SOME OF THE SAVINGS WE'RE GOING TO HAVE BY RETARGETING DOLLARS FROM THE MIDWEEK PANELS AND THINGS --

[01:40:04]

THERE ARE A LOT OF WONDERFUL CULTURAL ASSETS IN THIS COUNTY WE ARE NOT LEVERAGING AS MUCH AS WE SHOULD BE AT THIS POINT.

SO, COST-EFFECTIVELY AND USING FUNDS ALREADY IN MY BUDGET FOR 2020, I'D LIKE TO DEVELOP AN ASSET MAP THAT IDENTIFIES ALL THOSE ASSETS THROUGHOUT THE COUNTY SO WE CAN BE USING THOSE IN OUR MARKETING PLAN AND LOOKING AT HOW WE CAN SUPPORT ORGAN ORGANIZATIONS THAT ARE -- THERE'S SOME LESS WELL-KNOWN EVENTS THAT I THINK WE CAN HELP GROW. WE WHOA LIKE TO PROVIDE SOME SUPPORT TO SOME OF THE FREE EVENTS THAT HAVE THAT DEMONSTRATED HISTORY OF EXCELLENCE WHO ARE NOT NOW APPLYING FOR GRANTS PARTLY BECAUSE THEY DON'T FEEL THAT THE MARKETING PORTION IS HELPFUL TO THEM.

ONE GREAT EXAMPLE IS THE ST. AUGUSTINE MUSIC FESTIVAL.

THEY SELL OUT THE CATHEDRAL FOR EVERY EVENT THEY PUT ON.

SO, FOR THEM, FRONTING THAT MONEY FOR MARKETING DOESN'T FEEL LIKE A GREAT THING. WE'D LIKE TO WORK WITH THEM AND HELP THEM FIND WAYS TO EXPAND THAT EVENT.

BECAUSE IT IS A WONDERFUL EVENT. IT HAPPENS IN A SLOWER TIME OF THE YEAR, IN JUNE. SO I THINK WHEN WE TALK ABOUT PEAK AND NON-PEAK WE'RE GOING SEE THAT IT'S HAPPENING IN A NON-PEAK SEASON. AND WE'RE LOOKING AT THINGS LIKE LIVE STREAMING THAT EVENT SO THAT MORE PEOPLE CAN ENJOY IT OUT SOME IN PUBLIC SPACES. LIN LINCOLNVILLE PORCH FEST IS ANOTHER GREAT EXAMPLE.

WE DID NOT FUND THEM THIS YEAR BUT HELPED THEM WITH THE EVENT AND IT WAS INCREDIBLE THE NUMBER PEOPLE WE TALKED TO WHO TRAVELED HERE JUST TO ATTEND THAT FREE EVENT.

AGAIN, WE'D ALSO LIKE TO LOOK AT POSSIBLY PROVIDING A LITTLE BIT OF SUPPORT TO ORGANIZATIONS LIKE FORT MOW DAY THAT HAVE GREAT POTENTIAL TO ATTRACT MORE TRAVELERS.

WE'RE STARTING TO DEVELOP AN ENHANCED WORKSHOP SCHEDULE WITH MUCH MORE IN DEPTH WORKSHOPS FOR GRANTEES AND OTHER LOCAL ORGAN ORGANIZATIONS. WE'RE LOOKING AT -- I WOULD LIKE TO REQUIRE THEM TO SET UP MEETINGS WITH US ONCE THEIR GRANTS ARE APPROVED TO TALK ABOUT WHAT SHOULD BE IN THEIR FINAL REPORTS. WE MAY WANT TO MAKE THAT OPTIONAL. BUT WE'RE GOING TO START A WHOLE WORKSHOP SERIES TO HELP THEM DEVELOP THEIR MARKETING PLANS BEFORE THEY SUBMIT THEIR GRANT APPLICATION SO THAT EVERYONE WILL HAVE A MARKETING PLAN BRINGING IN EXPERTS FROM OTHER PLACES TO LEAD THEM THROUGH THAT.

AND SOME OF THE THINGS THAT WE COULD TALK ABOUT IF WE DID A WORKSHOP ON THE GRANT PROGRAM BETWEEN NOW AND NEXT YEAR IS WHETHER WE WANT TO REEVALUATE THAT 50 PERCENT MARKETING REQUIREMENT. DIGITAL MARKETING IS LESS EXPENSIVE THAN MARKETING USED TO BE.

WE MAY WANT TO LOOK AT ALLOWING THEM ADDITIONAL FUNDS TO IMPROVE THE QUALITY OF THE PROGRAM AND I THINK THEY CAN GET THE SAME RESULTS AS THEY HAVE IN THE PAST WITH A SLIGHTLY SMALLER MARKETING BUDGET. WE ALSO CAN COLLABORATE MORE SO THE MARKETING WE'RE DOING THROUGH SHEPHERD PROVIDES MORE SUPPORT THAN IT HISTORICALLY HAS FOR THE INDIVIDUAL EVENTS.

AGAIN, INCREASING THAT FOCUS ON EXCELLENCE WHICH WE CAN DO BY ADJUSTING OUR SCORING METHODOLOGY SOMEWHAT.

I AM WORKING ON THE SCORING AND I THINK IRVING WILL APPRECIATE THIS. WE WILL NOT HAVE SCORES OVER 100 ANYMORE. WE'LL DO A DEDUCTION IF YOU ARE PEAK INSTEAD OF AN ADDITION -- IF YOU ARE NOT PEAK YOU WON'T GET EXTRA POINTS, YOU WILL LOSE POINTS IF YOU ARE PEAK.

THEN I THINK WE SHOULD THINK ABOUT HOW WE CAN SUPPORT SOME OF THE ORGANIZATIONS CARING FOR THESE WONDERFUL CULTURAL ASSETS THAT WE HAVE. THE STATE STATUTE AND I THINK OUR COUNTY ORDINANCE GIVES US MORE FLEXIBILITY THAN WE'VE USED SO FAR. WE COULD IDENTIFY SOME OTHER THINGS THAT WE'D LIKE TO SUPPORT WITH OUR BED TAX DOLLARS.

AND I THINK IT'S WORTH HAVING THAT CONVERSATION WITH ALL OF YOU. AND, AGAIN, JUST SUPPORT IN GENERAL FOR OUR CREATORS IN THE COMMUNITY CULTURE INFRASTRUCTURE. BECAUSE IT'S NOT NECESSARILY INDIVIDUAL EVENTS THAT ARE BRINGING PEOPLE TO ST. JOHNS.

IT IS THE IDEA THAT WE HAVE THRIVING ART CULTURE HERITAGE SCENE 365 DAYS OF THE YEAR AND NO MATTER WHEN YOU TRAVEL HERE YOU ARE GOING TO EXPERIENCE A LOT OF WONDERFUL THINGS.

SO THAT'S ALL I HAVE FOR THIS PORTION OF THE AGENDA.

WE HAVE A LOT TO TALK ABOUT RELATED TO COVID-19.

BUT IF YOU HAVE ANY QUESTIONS OR COMMENTS ON WHAT I'VE SAID SO

FAR, I'D APPRECIATE THOSE. >> CHAIRMAN BERENBERG: QUE

QUESTIONS? >> BOARD MEMBER: I THINK IT IS A GREAT PRESENTATION AND I LIKE ALL OF THE -- YOU ARE GETTING YOUR HANDS INTO THE MIX. I APPRECIATE THAT.

YOU ARE DOING AN OBJECTIVE REVIEW AND BRINGING FORWARD SOME

[01:45:01]

>> SPEAKER: THANK YOU. >> CHAIRMAN BERENBERG: YOUR OPENING WHEN YOU SPOKE ABOUT COORDINATING MORE WITH THE VCB AND THE CULTURE COUNCIL AND I'VE BEEN A PROPONENT OF THAT.

I THINKIVE A MENTIONED IT TO YOU AND I KNOW I HAVE MENTIONED IT TO MR. GOLDMAN, I THINK THAT'S AN EXCELLENT IDEA.

I THINK YOU HAVE TWO AD AGENCIES AND, YOU KNOW, SOMETIMES THEY DO GOOD WORK FOR YOU AND SOMETIMES THEY DO NOT.

BUT IF NOTHING ELSE THE AD AGENCIES OUGHT TO BE TALKING TO EACH OTHER ON A LOT OF THIS STUFF AND FINDING WAYS TO MAKE OUR DOLLARS GO FARTHER. SO I ENDORSE THAT.

I WANT TO THANK YOU FOR BRINGING THAT UP.

IT MAY BE POLITICALLY A LITTLE DANGEROUS BUT THANK YOU FOR

DOING IT. >> SPEAKER: CAN I RESPOND TO THAT? SO WE ARE STARTING TO WORK ON THAT. AND IT IS SOMETHING THAT HAS HAPPENED IN THE PAST. THE AGENCIES HAVE MET IN THE PAST TO AVOID DUPLICATION. WE WANT TO EXPAND THAT COLLABORATION THOUGH. I THINK THERE ARE STILL ADVANTAGES IN HAVING TWO SEPARATE AGENCIES.

THE TYPE OF WORK WE'RE DOING IS VERY DIFFERENT FROM WHAT THE VCB IS DOING BUT WE ABSOLUTELY NEED TO CARD COORDINATE WHAT OUTLETS WE'RE USING AND WE CAN DEFINITELY COMPLIMENT EACH OTHER. WE'VE MET OUR BOARD CHAIR AND I HAVE MET WITH THE VCB AND THEIR BOARD CHAIR AND WE'RE TALKING ABOUT THOSE THINGS. WE ALSO WILL BE MEETING WITH OUR AGENCIES TO TALK ABOUT COORDINATING EFFORTS.

>> CHAIRMAN BERENBERG: I THINK THAT WILL BE VERY HELPFUL.

AND I ALSO WANTED TO MENTION -- I BROUGHT THIS UP AT THE LAST MEETING -- WHAT THE AUDIT REQUIREMENTS ARE FROM THE GRANTS WE GIVE. I KNOW THAT I THINK IN A STRATEGIC PLAN, WHICH I'VE PROVIDED TO EVERYBODY TODAY, AND I HOPE YOU WILL TAKE THEM AND REVIEW THEM.

I KNOW TOM WILL. BUT THE AUDIT REQUIREMENT.

AUDIT MEANS TO ME THAT YOU TEST THE PAYMENTS THAT THEY CLAIM TO HAVE MADE. THAT'S WHAT IT MEANS TO ME.

NOW THAT'S MORE IN THE NATURE OF A REVIEW I THINK THAN AN AUDIT.

BUT I WOULD LIKE WHEN YOU ARE EVALUATING THE PERFORMANCE IN THESE GRANTS AND WHEN YOU ARE RECEIVING THE REIMBURSEMENT REQUESTS, THAT WE HAVE -- SO WE KNOW FROM YOU THAT THERE IS BEEN SOME INVESTIGATION OF WHETHER THE PAYMENTS THEY CLAIM TO HAVE BEEN MADE HAVE BEEN MADE. IT'S BEEN VERY LOOSE I THINK.

>> SPEAKER: SO I WOULD HAVE TO DISAGREE WITH THAT.

AND IT'S BEEN I THINK PRETTY THOROUGH FOR MANY YEARS.

I'VE HAD TO HAVE A COUPLE OF MEETINGS WITH STAFF TO HELP ME UNDERSTAND HOW FAR WE SHOULD GO WITH THE AUDIT.

AND I KNOW THAT I PERSONALLY HAVE THE APPLICATIONS OR THE REPORTS THAT HAVE COME IN SINCE I'VE BEEN HERE, WE'VE CHECKED EVERY SINGLE INVOICE AND EVERY SINGLE ONE WE HAVE TO HAVE PROOF OF PAYMEN FOR. I'VE DONE BACK TO A NUMBER OF GRANTEES AND TOLD THEM SORRY WE CAN'T PAY THIS BECAUSE I CHECKED AND YOU ASKED FOR US TO REIMBURSE THIS ON YOUR LAST GRANT FOR THE EVENT YOU DID THREE MONTHS AGO.

AND MY EXPERIENCE IN WHAT I'VE SEEN IS THAT'S BEEN GUY SINCE LONG BEFORE THE CULTURAL COUNCIL WAS REVIEWING THE PAPERWORK.

THE AUDIT IS PRETTY INTENSE. IN FACT IT'S MORE SO THAN THE STATE OF FLORIDA REQUIRES FOR FOLKS WHO GET GRANTS FROM THE DEPARTMENT OF CULTURAL AFFAIRS. IN THAT CASE YOU JUST KEEP A LOG WHERE YOU LIST THE EXPENSES AND THEY MAY CONTACT YOU AND ASK YOU FOR BACK-UP DOCUMENTS. HERE WE REQUIRE COPIES OF ALL OF THE INVOICES AND PROOF THEY'VE BEEN PAID.

>> CHAIRMAN BERENBERG: I'M GLAD TO BE WRONG.

>> SPEAKER: SOMETIMES IT IS GOOD TO BE WRONG.

>> CHAIRMAN BERENBERG: BECAUSE I WAS WORRIED WE WERE MAKING PAYMENTS BASED UPON ON UNTESTED INVOICES.

I THINK THAT'S DANGEROUS. >> SPEAKER: NO, I'M HAPPY TO REPORT THAT WE, AT THIS TIME, ARE LOOKING AT -- WE'RE VERIFYING EVERY SINGLE EXPENSE THAT THEY'RE SHOWING IN THEIR

FINAL REPORT. >> CHAIRMAN BERENBERG: WHETHER YOUR XHOEBTS ABOUT LOOKING FOR EXCELLENCE AND MAYBE FINDING WAYS TO FUND THAT MORE, I'VE RECENTLY COMBINE TO SEVERAL EVENTS THEY'RE RE-ENACTORS AND WE'VE MET THE RE-ENACTORS TO SOME EXTENT. I FIND THEY ARE THE FABRIC OF THIS COMMUNITY. I DON'T THINK THEY'RE THE BIG D DRAWS IF YOU LOOK AT THE INDIVIDUAL EVENT BUT THEY ARE THE OLDEST CITY.

IT IS A PLEASURE. SO, BECAUSE THEY'RE SO SMALL, THEIR APPLICATIONS ARE VERY LIMITED AND I WONDER IF WE CAN'T FOCUS ON THAT A LITTLE MORE. BECAUSE THAT IS REALLY THE HEART OF WHAT WE'RE ADVERTISING A GOOD DEAL OF THE TIME.

NOW WE HAVE NIGHT LIFE AND HOTELS AND GOLF COURSES AND

[01:50:04]

YOU WON'T FIND RE-ENACTORS IN ANY OF OUR COMPETITOR MARKETS I

DON'T THINK. >> SPEAKER: AND THEY MIGHT BE A GOOD EXAMPLE OF THE TYPE OF GROUP THAT COULD BENEFIT FROM DIRECT SUPPORT AS OPPOSED TO HAVING TO GO THROUGH THE GRANT PROGRAM. I WILL SAY THAT THEY ARE THE ONE ORGANIZATION WHO HAS TAKEN ADVANTAGE OF THE OPPORTUNITY TO HAVE THE CULTURAL COUNCIL HANDLE THEIR MARKETING FOR THEM ON THE VISITOR EXPERIENCE GRANTS. AND THAT HAS BEEN VERY SUCCESSFUL. THEY'RE VERY HAPPY WITH THAT.

THAT ALLOWS THEM TO HAVE THAT MARKETING DONE WITHOUT HAVING TO ADVANCE THE MONEY UP FRONT. AND I KNOW AT YOUR LAST MEETING YOU TALKED SOME ABOUT POSSIBLY EXPANDING THAT SERVICE TO OTHER CATEGORIES. I SHARE THE SAME CONCERNS THAT SOME OF THE MEMBERS BROUGHT UP ABOUT THAT.

BUT IF IT IS AN EVENT THAT'S BEEN GOING ON FOR A LONG TIME, WE SUDDENLY TAKE OVER MARKETING AND THE RESULTS ARE NOT AS GOOD AS FROM THE PAST, THAT COULD BE PAINFUL.

BUT FOR NEW AND SMALL EVERY EVENTS, THAT IS SOMETHING WE

MIGHT WANT TO -- >> CHAIRMAN BERENBERG: I THINK AT THEIR BUDGET THEY COULDN'T POSSIBLY HIRE AN AGENCY.

TALKING ABOUT HELP, I SEE THAT AND KATHY ODONNELLY IS IN THE AUDIENCE.

AND YOU RECENTLY DID A PROGRAM AT ST. AUGUSTINE TONIGHT WHICH WAS EXCELLENT. I HOPE PEOPLE CAN WATCH IT ON YOUTUBE. BUT THEY CAME FROM YOUR OFFICE AND IT WAS NOTICED. AND WE THANK YOU FOR THAT.

>> SPEAKER: THANK YOU. >> BOARD MEMBER: I CAN'T WAIT TO SEE WHAT YOU DO OVER THE NEXT 12 MONTHS.

THE STEWARDSHIP, YOU ARE SPOT ON.

DUE DILIGENCE. FOCUSING ON EXCELLENCE, PARTNERSHIPS. I JUST THINK IT'S SPOT ON AND I

WANT TO THANK YOU. >> SPEAKER: THANK YOU.

>> CHAIRMAN BERENBERG: OKAY THANK YOU VERY MUCH.

EXCELLENT PRESENTATION. THANK YOU.

TOM SECONDED IT. WE KNOW WHO YOU ARE.

[Item 11]

I SEE MR. GOLDMAN IS HERE. I WONDER IF WE DO A WORKSHOP ON THAT BEFORE THE NEXT MEETING. IT COULD EASILY OVERTAKE OUR WHOLE MEETING UNLESS WE PLAN SOMETHING.

I'M NOT A HOTEL GUY SO I'D LIKE TO KNOW HOW THE HOTELS ARE FAIRING THIS. HOW THE RESTAURANTS ARE FAIRING.

AND WHETHER THAT'S ANYTHING WE CAN DO FROM THIS ORGANIZATION TO HELP. SO IF WE COULD CONCENTRATE ON BE AN HOUR BUT, YOU KNOW -- I'M GOING TO ASK RICHARD AND CHRISTINE TO -- I'VE ASKED TARA THAT BECAUSE OF THE CRISIS WE'RE OBVIOUSLY FACING TO GET YOU GUYS THE AGENDA EARLIER. AND I HOPE YOU WILL BE CONSERVATIVE OF THE AMOUNT OF TIME THAT YOU TAKE SO WE CAN GET THROUGH THE WHOLE AGENDA I DON'T WANT TO SLENLS YOU ON ANY ISSUE, RICHARD, BUT I THINK IT'S SO INCREDIBLY IMPORTANT THAT WE HEAR FROM OUR HOTELS AND OUR RESTAURANTS AND SEE IF THERE'S HELP WE CAN RENDER. WE'RE ADVISORY, AGAIN I SAY.

BUT I THINK THAT THE COUNTY COMMISSION IS GOING TO WANT TO HEAR ABOUT THIS BUREAU. AND I THINK WE BETTER TREAT IT

AS A CRISIS. >> SPEAKER: I FEEL LIKE THE WEATHER MAN WHO IS STANDING IN THE RAIN SAYING WHAT A GREAT DAY WE HAD LAST WEEK. AND THAT'S KIND OF WHAT I AM STUCK WITH.

WE'RE OBLIGED TO DO OUR ANNUAL REPORT TO GIVE YOU AN UPDATE ON HOW WE PERFORMED TO OUR MARKETING PLAN WHICH I WILL DO AS QUICKLY AND EXPEDITIOUSLY AS POSSIBLE.

WE ALSO ARE GOING TO GIVE YOU UPDATES ON WHAT IT IS THAT WE ARE DOING NOW IN THIS FISCAL YEAR INCLUDING THE INTRODUCTION OF A NEW ADVERTISING CAMPAIGN WHICH I'LL QUICKLY RUN THROUGH AND GIVE YOU SOME OF THE INFORMATION ON.

WE ALSO ARE REQUIRED TO REPORT TO YOU ON THE TOURISM ADVISORY WORKSHOPS THAT WE CONDUCTED IN THE COUNTY.

WE DID ONE ON VILANO BEACH AND ANOTHER IN PONTE VEDRA.

AND GATHERED INFORMATION FROM INTERESTED PARTIES IN THE COMMUNITY. SO, WITHOUT FURTHER ADO, LET ME GET GOING AND THERE WE GO. SO THE GREAT THING ABOUT LAST YEAR WAS THAT WITH THE EXCEPTION OF OCCUPANCY IT WAS OUR TENTH YEAR OF POSITIVE PERFORMANCE IN THE TOURISM AND THE LODGING

[01:55:04]

BUT THAT'S UP FIVE PERCENT. WHEN WE LOOK AT THOSE LODGING STATISTICS FROM SMITH TRAVEL AS WE SAID THE GOOD NEWS WAS THAT WE WERE UP EVERYWHERE ACCEPT OCCUPANCY AND THAT WAS SOLELY BECAUSE OF DORIAN WHO HAS DONE A LOT OF DAMAGE TO LAST YEAR'S BUDGET. WHETHER WE LOOK AT OUR -- WHEN WE LOOK AT OUR METRICS FROM THE MARKETING PLAN, THE ADVERTISING DELIVERY WAS VERY, VERY POSITIVE.

WE HIT OUR MARKS IN TRADITIONAL ADVERTISING HITTING 1.8 MILLION IMPRESSIONS. PAGE SEARCH DELIVERED MORE THAN 5 MILLION IMPRESSIONS WITH ALMOST HALF A MILLION CLICKS TO THE WEBSITE. AND PAID SOCIAL DELIVERED 4.2 MILLION IMPRESSIONS WITH ALMOST 40,000 CLICKS.

IN THE WEB DEVELOPMENT SIDE, WHILE WE INTRODUCED A BRAND-NEW WEBSITE, WE DID SEE SOME DECLINES IN TOTAL VISITATION.

THE BOUNCE RATE WAS BETTER. THE ENGAGE.

WAS BETTER. THE ORGANIC VISITATION WAS BETTER. BUT BECAUSE WE HAD MADE ADJUSTMENTS IN THE BUDGETS THAT WE WERE SPENDING ESPECIALLY IN PRINT AND DIGITAL AND SCM, WE HAD FEWER VISITATIONS DUE TO CAMPAIGNS TO THE WEBSITE. SO, WE'RE IN THE PROCESS OF WORKING ON THAT IN 2020. COMMUNICATIONS IN PUBLIC REL RELATIONS SIDE.

WE EXCEEDED OUR TAGGETS FROM THE PLAN -- TARGETS FROM THE PLAN BY HUGE NUMBERS. WE GENERATE 45,000 ARTICLES AND CONDUCTED MORE FAMILIARIZATION TRIPS THAN WE HAD ORIGINALLY TARGETED. SO, AGAIN, GOOD PERFORMANCE AGAINST THE GOALS SET FORTH IN THE MARKETING PLAN.

ON THE PROMOTION SIDE, WHILE WE JUST EKED OUT A SLIGHT POSITIVE IN TERMS OF THE NUMBER OF LEVERAGE PROGRAMS, THE VALUE OF THOSE PROGRAMS EXCEEDED OUR TARGET BY 125 PERCENT.

SO WE FEEL VERY GOOD ABOUT THAT. OUR SALES DEPARTMENT ALSO EXCEEDED THEIR GOALS BOTH IN SOLICITATIONS, LEADS AND THE ROOM NIGHT VALUE OF THOSE LEADS. WHEN WE LOOK AT TOURISM DEVELOPMENT HIGHLIGHTS, WE WORK WITH A LOT OF DIFFERENT ORGAN OGANIZATIONS AND PART OF OUR MISSION IS TO TRY TO CONTINUE TO HELP FACILITATE THE DEVELOPMENT OF MORE TOURISTIC ACTIVITIES. ONE OF WHICH WENT INTO MAY TO TRY TO JUST PART OF THIS PROCESS OF BUILDING MAY BACK UP AS THE PLAYER'S HAS LEFT WAS TO COLLABORATE WITH LOCAL CRAFT BREWERS TO CREATE A FESTIVAL. WE DID THAT IN MAY.

IT WAS TWO PARTS. IT HAD BOTH A GROUP ASPECT.

SO, THEY INVITED THE FLORIDA BREWER'S GUILD.

ABOUT 30 BREWERS, TO ATTEND SEMINARS AND TASTE EACH OTHER'S BEERS. SO THEY CAME IN A DAY EARLY.

SO WE GOT MEETING QUALITY GROUP VISITATION OUT OF THAT THEN THE FOLLOWING DAY WAS A PUBLIC FESTIVAL.

SO, FIRST YEAR WE FEEL LIKE THAT WAS POSITIVE.

THEY ARE PLANNING TO CONDUCT THAT AGAIN THIS YEAR.

GOOD LORD WILLING AND CORONAVIRUS DOESN'T INTERFERE AGAIN IN MAY. WE WORKED WITH JACK SPORTS AUTHORITY AND THE COUNTY RECREATION DEPARTMENT AS WELL AS FIRST COAST OF GOLF ON A NUMBER OF PROGRAMS. MOST NOTABLY ONE OF THE OTHER THINGS THAT DORIAN TOOK AWAY AS THE FEC BOY STATE GAME WHICH WE HELPED FACILITATE HOTEL AND LODGING AND ACTIVITIES. ALAS THE GAME WAS CALLED THE NIGHT BEFORE DUE TO DORIAN'S PRESENCE.

WE WILL CONTINUE TO WORK WITH THE CHAMBER AND THE CULTURAL COUNCIL ON TOURISM RELATED ECONOMIC DEVELOPMENT PROGRAMS. SOME OF WHICH ARE AMPLIFYING PROGRAMS THAT THEY HAVE.

WE'RE ALSO WORKING ON PROVIDING INFORMATION ESPECIALLY WITH THE CHAMBER AND ECONOMIC DEVELOPMENT.

WE GIVE THEM INFORMATION ON THE TOURISM STATISTICS IN OUR MARKET WHICH HELP THEM SOLICIT AND CULTIVATE NEW BUSINESSES TO VISIT HERE. SO, IT IS A CONTINUING PROCESS.

WE LOOK AT THE DONNA. YOU HEARD EARLIER THE DONNA BY MOVING MOST OF THE RACE OUTSIDE OF ST. JOHNS COUNTY DID NOT QUALIFY FOR A GRANT. HOWEVER, THEY DID CONTINUE TO

[02:00:01]

AT SUCH TIME AS THAT CHANGES WE WOULD REVISE OUR WILLINGNESS TO COOPERATE WITH A SPONSORSHIP. ALL IN ALL, WE SPENT, ACCORDING TO OUR OBLIGATIONS WITH NO MORE THAN 25 PERCENT IN THE OVERHEAD AND 75 PERCENT DEDICATED TO ACTUAL PROMOTIONAL EFFORTS.

AND WE SPENT $4.95 MILLION ON A BUDGET OF $5.03 MILLION.

SO WE GOT PRETTY DARN CLOSE. THE NEXT THING IS JUST KIND OF A QUICK RUN THROUGH ON SOME OF THE OTHER EXPOSURES THAT WE PROVIDED. THIS IS WHERE THE VIDEO PLAYS.

WE LEARN WHYS THE NORTH FLORIDA SHORES AND WINDING MARSHES ARE SUCH A TREASURE. WE WERE CHALLENGED WITH A LITTLE FISHING ADVENTURE WITH THE DRUM MAN HIMSELF AND TOOK A SWING AT AMERICA'S FIRST ISLAND GREEN.

WHEN YOU THINK OF THE CITY OF ST. AUGUSTINE, YOU ARE PROBABLY THINKING: HISTORY, SHOPPING, DINING AND MY FAVORITE THE FOUNTAIN OF YOUTH. BUT THERE'S SO MANY THINGS TO DO HERE IN THE OUTDOORS. WE'RE GOING TO TAKE YOU KAYAKING, INSHORE AND OFFSHORE FISHING, AND WE'RE GOING TO HAVE A BLAST. WE DO A BIT OF A TAP AND WE WITH DO THAT TO NOT ONLY SCARE UP FISH AND OTHER ORGANISMS BUT TO KEEP THEM FROM JUST GOUGING IN THE MUD.

THIS IS VERY CLOSE TO A WORLD RECORD RIGHT HERE.

NEVER SEEN ONE THAT BIG BEFORE. IF YOU WANT TO MAKE HISTORY OF YOUR OWN, GO FISHING ON THE EAST COAST OUT OF ST. AUGUSTINE.

IT IS SUCH A BLAST. WE GOT SO MANY DIFFERENT SPECIES I LOST COUNT. A VISIT TO ST. AUGUSTINE WOULD NOT BE COMPLETE WITHOUT CHECKING OUT PONCE DE-LEONS FOUNTAIN OF YOUTH. A QUEST EVERYONE MUST TAKE.

ST. AUGUSTINE DISTILLERY. >> SHE IS A 750 GALLON.

[02:05:05]

GRANDMOTHER. >> WE HAVE SO MANY CHEFS THAT ARE DOING THINGS AND DOING THINGS TOGETHER.

THAT'S THE OTHER INTERESTING THING.

YOU THINK WITH IT BEING SUCH A COMPETITIVE FIELD AND YET HERE THEY ARE ALL WORKING TOGETHER TO PUT OUT THIS GREAT FOOD, THIS GREAT FEAST FOR FAMILY AND FRIENDS.

IT'S REALLY REMARKABLE. ♪

>> SPEAKER: DAYS AT THE BEACH, HISTORY AND MORE.

TODAY WE'RE HITTING THE OPEN ROAD FOR A TRIP TO FLORIDA'S HISTORIC COAST. PONTE VEDRA COAST JUST UP THE STREET IS HOME TO THE ULTIMATE GOLFER'S GET AWAY.

>> WE GET PEOPLE FROM ALL OVER THE WORLD THAT COME.

SOME HAVE BUCKET LISTS WHERE THEY WANT TO PLAY HERE.

>> GEORGE IS TALKING ABOUT TPC SAWGRASS AND ITS FAMOUS STADIUM COURSE HOME TO THE PLAYER'S CHAMPIONSHIP GOLF TOURNAMENT.

>> WELCOME TO THE PONTE VEDRA CLUB.

>> THE PONTE VEDRA INN AND CLUB HAS WELCOMED GUESTS FOR MORE THAN 90 YEARS. ♪

>> WE ARE INSIDE CASTILLO DE-SAN MARCOS TO LEARN ALL ABOUT THE RICH HISTORY OF THIS SPORT. HOW OLD IS THIS SPORT?

>> SO YOU ARE STANDING IN THE OLDEST MASONRY FORT IN NORTH AMERICA. IT'S 393 YEARS OLD.

IT STANDS WITHIN THE OLDEST CITY IN AMERICA WHICH IS ST. AUGUSTINE, FLORIDA. AND THIS IS WHERE AMERICA

STARTED. >> WHEN YOU ARE VISITING ST. AUGUSTINE ONE OF THE THINGS YOU HAVE TO DO IS EXPERIENCE IT BY BOAT. I AM GOING TO MEET UP WITH THE WHOLE CREW OF THE FLORIDA WATER TOURS.

COME WITH ME. >> SO AS SOON AS YOU WALK IN IT'S VERY UNASSUMING FROM THE OUTSIDE.

BUT WHEN YOU WALK IN YOU CAN TELL THE ACOUSTICS AND THE INTIMACY LEND ITSELF REALLY WELL TO THE SHOWS WE DO THERE.

WE'RE DOING ALL GENRES THERE BUT WE GET SUCH GREAT FEEDBACK BECAUSE THE SOUND AND THE INTIMACY BETWEEN THE ARTISTS AND THE PATRONS AND THE MUSIC LOVES IS SO CLOSE AND SO INTIMATE.

SOME ARTISTS THE CONCERT HALL IS GETTING NAMED AS THE ARTIST FAVORITE VENUE TO PERFORM AT. ♪

>> IT'S GETTING ABOUT LUNCHTIME AND WE WANTED TO GO SOMEWHERE THE LOCALS LOVE. THIS IS IT.

THE GRILL HAS BEEN AROUND 29 YEARS.

(SPEAKING SPANISH) >> WE ARE HERE AT THE CITY GATE AND WE JUST THOUGHT WE'D TAKE A WALK DOWN ST. GEORGE STREET TODAY. IT IS SUCH A GORGEOUS DAY.

>> SPEAKER: OKAY. TWO VERY SIMILAR.DER WHY YOU SA-

[02:10:04]

THE FIRST ONE YOU SAW WAS KIND OF A HERE'S WHERE WE ARE SO FAR WITH 2020. SO THE IDEA OF CONVINCING TELEVISION SHOWS TO COME HERE AND SHOOT, THOSE ARE THINGS THAT WE'RE DOING. WE DO A LOT OF SOCIAL MEDIA POSTS. AND THE P.R. TEAM WORKS VERY HARD TO GET GOOD EXPOSURE. SO THOSE ARE JUST SOME OF THE THINGS THAT WE HAVE BEEN WORKING ON.

SO, ANY QUESTIONS ON LAST YEAR, 2019? OKAY. SEEING NONE, WE WILL SCOOT TO AN UPDATE ON 2020. AND THIS IS REALLY VERY, VERY QUICK. WE LAUNCHED WHAT WE THINK IS A VERY POWERFUL NEW ADVERTISING CAMPAIGN WITH AN ABSOLUTELY OWNABLE POSITION OF TRAVEL INTRANATIONALLY.

MORE ON THAT IN A MOMENT. AS IS PART OF THE TOURISM DESTINATION PLAN, WE ARE WORKING ON DIVERSIFYING THE RANGE AND TYPES OF EXPERIENCES THAT YOU CAN HAVE HERE.

AND WE'RE COMMUNICATING THAT ON OUR WEBSITE AND IN OUR MARKETING AND ACRM. JUST SOME OF THE THINGS WE ARE DOING IS PARTICIPATING WITH THE CHAMBER ON THE PONTE VEDRA DESTINATION ARCHITECTURE PROGRAM, BUILDING ON SPORTS TOURISM AND ATTEMPTING TO MARKET THE DESTINATION THERE AS WELL AS CULTURAL AND MUSIC TOURISM ASSISTING THE CULTURAL COUNCIL AND AM PEL I TYING THE VOICE ON THAT AS WELL.

WE'RE ALSO CULINARY AND WEDDING PROGRAMS. AS I SAID, WE HAVE BEEN EVOLVING THESE CREATIVE PROGRAMS TO MATCH THIS BRAND-NEW ADVERTISING CAMPAIGN.

SO, YOU WILL BE SEEING MORE AND MORE OF THOSE COMMUNICATIONS AND OUR ADVERTISING -- PAID ADVERTISING MATCHING THOSE PROGRAMS. SO, WHEN WE TAKE ON NEW ADVERTISING CAMPAIGNS WE LIKE TO DO IT WELL RESEARCHED AND WELL EVALUATED. WE CONDUCT A REVIEW OF WHAT PEOPLE WHO ARE MOST LIKELY TARGETS OUR MOST LIKELY AND PRODUCTIVE TARGETS, WHAT'S MOVING AND INFLUENCING THEM.

WE THEN GET THE ADVERTISING AGENCY TO REVIEW WHAT IT IS THAT WE HAVE AS A DESTINATION. WE PROVIDE THEM WITH LOTS OF INFORMATION. WE SHARE WITH THEM HISTORIC ASPECTS TO THE DESTINATION WHERE WE'VE BEEN.

AND THEN HOW IT'S PERFORMED. THEN THEY GO AWAY AND THEY BRING BACK OPTIONS. PROGRAMS THAT OUR ADVERTISING COMMITTEE ON OUR BOARD OF DIRECTORS REVIEWS THEN WE GO TEST THEM. SO, SOME OF THE THINGS WE WANT THOSE CAMPAIGNS TO DO IS HAVE THEM RESONATE CLEARLY THE MESSAGING RESONATE WITH OUR TARGETED AUDIENCE.

WHAT THE CAMPAIGNS ARE MORE LIKELY TO DRIVE VISITATON.

RUBBER ON THE ROAD. HOW THE ADVERTISING IS LIKELY TO INFLUENCE POSITIVELY THEIR PERCEPTION OF THE DESTINATION.

AND TO IDENTIFY ANY POTENTIAL TROUBLING ASPECTS THAT MIGHT POP UP. SOME POTENTIAL NEGATIVES THAT MAY EFFECT ONE SEGMENT OF THE AUDIENCE OR ANOTHER.

THAT'S SOMETHING FREQUENTLY LEFT OUT.

CREATIVE PEOPLE TEND TO WANT TO GO TO THE WILDEST EFFORT.

WE DON'T REALLY HAVE THE OPTION OF FAILING QUICKLY.

OUR WORK HAS TO BECAUSE IT'S PUBLIC DOLLARS HAS TO BE PRODUCTIVE AND PERFORM FROM THE BEGINNING.

SO WE DO LOOK AT THAT ASPECT. FINALLY, WE WANT TO MAKE SURE THAT THE THINGS WE INTEND FOR THEM TO TAKE AWAY, THEY ACTUALLY DO TAKE AWAY. SO THAT'S WHAT OUR RESEARCH ATTEMPTS TO ACCOMPLISH. OUR METHODOLOGY WAS TO CONDUCT QUANTITATIVE STUDY WHICH UTI UTILIZED, IN THIS CASE, ONLINE EXPOSURE TO THE MESSAGING.

EACH RESPONDENT SAW ONLY ONE CAMPAIGN.

SO WE WEREN'T ACTUALLY HAVING THEM COMPARE D TO.

THEY JUST SAW ONE CAMPAIGN AND WERE THEN SHOWN A BATTERY OF QUESTIONS WHICH THEY ANSWERED TO HELP REVEAL THEIR PERSPECTIVE TOWARDS THOSE POINTS WE REVIEWED.

THIS WAS CONDUCTED IN THE JULY AND EARLY AUGUST TIMEFRAME BASED ON THE RESPONSES AND THE INPUT OF THIS RESEARCH TO OUR ADVERTISING COMMITTEE WE MADE A SELECTION AND THEN WENT OUT AND PRODUCED THOSE COMMERCIALS. FROM YOUR PERSPECTIVE, WE ALSO, YOU KNOW, FOR YOUR PERSPECTIVE, WE ALSO TESTED IN THAT BATTERY OF QUESTIONS WHAT YOUR PERCEPTION NOW AND AFTER YOU HAVE SEEN THESE ADS. AND SO THAT'S ESSENTIALLY THE PROCESS. WHO WERE THEY? THESE FOLKS WERE, WELL, I THINK IT'S ACTUALLY ON THE NEXT -- YEAH. WE LOOKED IN OUR MAJOR MARKETS.

[02:15:05]

WE ALSO LOOKED AT THE THREE AGE COHORTS.

25-34, 35-49 AND 50-69. THEY SHOWED THEM STORY BOARDS THEN WE SHOWED A COLLECTION OF THE ADS.

SO WE HAD ROUGHLY HALF OF 1,500 FOLKS WERE EXPOSED TO ONE CAMPAIGN AND HALF TO THE OTHER CAMPAIGN.

AND THE ONE THAT WE SELECTED PERFORMED THE BEST.

HERE'S THE TARGET AUDIENCE. THE DATA HAS BEEN TELLING US THAT WE HAVE BEEN EVOLVING AS A DESTINATION.

WE'RE GETTING A MORE SOPHISTICATED AUDIENCE.

THEY HAVE HIGHER SXEBLG EIGHTHS. THE GOOD NEWS IS THEY'RE ALSO MORE AFFLUENT. THE VISITOR PROFILE SHOWS THAT.

THEY HAVE MORE MONEY AND THEIR EXPECTATIONS ARE GREATER.

SO, WHEN WE THINK ABOUT OUR DESTINATION, WHAT WE HAVE TO OFFER THAT OTHERS DON'T IS ENRICHMENT.

WE HAVE THE OPPORTUNITY FOR PEOPLE FOR WHOM IT'S IMPORTANT PROVIDE A WAY TO EXPAND THEIR EXPERIENCE.

TO LEARN SOMETHING. AND THIS IS A GROUP OF FOLKS WHO FORTUNATELY FITS THOSE CRITERIA THAT WE'RE LOOKING FOR.

THEY'RE PURPOSE-PURSUERS, WE CALL THEM, ARE FOLKS WHO ARE COUPLES AND FAMILIES LOOKING FOR OPPORTUNITIES TO LEARN MORE ABOUT THEMSELVES. THEY'RE CONFIDENT TRAVELERS AND THEY'RE ALWAYS OPEN TO NEW EXPERIENCES.

THEY ALSO SEE EXPERIENCES AS OPPORTUNITIES TO GROW AND BECOME MORE ENRICHED. THE THING ABOUT THEM IS THAT THEY FALL INTO A COUPLE OF DIFFERENT AGE GROUPS.

THE MILLENNIALS ARE THE YOUNGEST PURPOSE PURSUERS.

AND THEY'RE PRIMARILY MADE UP OF MILLENNIALS AND THEY'RE OPEN MINDED AND HAVE A VIEW OF DIVERSITIES THAT IMPORTANT.

AND THEY WANT TO PURSUE SELF-DISCOVERY.

UNLIKE WE BABY BOOMERS WHO ALREADY KNOW WHAT THE HECK WE'RE ABOUT, BUT WE ARE STILL VERY INTERESTED IN HAVING NEW EXPERIENCES AND TAKING OUR VIEW OF YOUTH TO THE PARTY HERE.

AND SO WE'RE LOOKING FOR INTERESTING EXPERIENCES.

WHEN WE LOOK AT THE MILLENNIALS -- NOW THESE ARE MILLENNIAL PURPOSE-PURSUERS, MIND YOU.

MILLENNIALS ARE FOLKS BORN BETWEEN 1982-2000.

THAT'S ROUGHLY 83 MILLION AMERICANS.

8 PERCENT OF THE MILLENNIALS ARE WHAT WE CALL FALL INTO THE CATEGORY OF PURPOSE PURSUERS. THAT'S ABOUT 6.9 MILLION PEOPLE.

HEAVIER WOMEN THAN MEN AS YOU CAN SEE.

THEY ARE SLIGHTLY MORE DIVERSIFIED IN THEIR ETHNICITIES. THE INTERESTING THING IS THAT THEIR WHITE POPULATION, ABOUT 68 PERCENT OF THEM, ACTUALLY INDEX LOWER THAN THE POPULATION AS A WHOLE.

WHEREAS THE AFRICAN-AMERICAN COMPONENT OF THE MILLENNIAL PURPOSE PURSUERS, SAY THAT FAST, ARE 18 PERCENT AND THEY INDEX ABOUT 46 PERCENT HIGHER THAN THE POPULATION OF AFRICAN-AMERICANS IN THE POPULATION IN GENERAL. HISPANIC, THOSE OF HISPANIC DISSENT, ABOUT 20 PERCENT OF THESE PURPOSE PURSUERS ALSO INDEX HIGHER THAN THE NATIONAL AVERAGE.

THEY'RE ABOUT 59 PERCENT MARRIED.

AND THEY'RE HIGHER ED KATED. BUT WHEN WE LOOK AT THE TRAVEL ATTRIBUTES THAT THEY'RE PURSUING, THEY'RE INDEPENDENT TRAVELERS. THEY RATHER BOOK AND RESEARCH -- BOOK ONLINE AND RATHER RESEARCH THEIR VISIT IN ADVANCE ONLINE.

THEY'RE ALSO CHOOSING TYPICALLY MORE ACTIVE EXPERIENCES.

THERE'S A LOT OF ACTIVE THAT FALLS BETWEEN ROCK CLIMBING AND SITTING ON THE BEACH. SO, WE DELIVER ON A LOT OF THOSE ACTIVE EXPERIENCES. THEY'RE ALSO OPEN MINDED AND PREFER TO VISIT PLACES THEY HAVEN'T BEEN BEFORE.

BUT WE ALSO KNOW AS FOLKS WHO HAVE BEEN AROUND THE BLOCK BEFORE WHEN YOU FIND SOMETHING YOU LIKE IT GETS INTO THE MIX.

SO, YOU WILL REPEAT. SO THEY FIND US ON A DISCOVERY BUT IF WE DO A GOOD JOB AT DELIVERING AN EXPERIENCE THEY'RE

[02:20:02]

WHEN WE LOOK AT THE BOOMERS THEY'RE CLEARLY OLDER.

BORN BETWEEN 1946-1964. ABOUT 76 MILLION SOULS AND ALMOST NINE PERCENT OF BOOMERS FALL INTO THE PURPOSE PURSUER CATEGORY. THEY'RE ABOUT 7.6 MILLION SO ROUGHLY EQUAL IN TERMS OF WHETHER THEY'RE BOOMERS OR MILLENNIALS. SLIGHTLY MORE LIKELY TO BE WOMEN. IN THIS CASE, THE PERCENTAGE WHO ARE WHITE VERSUS AFRICAN-AMERICAN IS HIGHER.

AND THAT INDEX IS HIGHER THAN THE POPULATION IN GENERAL.

BUT THE AFRICAN-AMERICAN PORTION AT 14 PERCENT ALSO INDEXES HIGHER. INTERESTINGLY, HISPANICS IN THE BOOMER POPULATION ARE LESS LIKELY AT 13 PERCENT TO BE PURPOSE PURSUERS THAN THE POPULATION IN GENERAL.

MARITAL STATUS, IN THIS CASE, ALMOST TEN POINTS MORE THAN MILLENNIALS. BUT THAT'S ALSO BECAUSE MILLENNIALS ARE DEFERRING MARRIAGE.

FROM AN EDUCATION STANDPOINT, EQUALLY EDUCATED.

SO THAT'S IMPORTANT. THIS WAS ANOTHER THING THAT WE FOUND VERY INTERESTING. AND THAT'S THE FACT WHEN IT COMES TO THEIR ATTITUDES THEY BELIEVE TRAVELING TO FOREIG DESTINATIONS IS A GREAT WAY TO EXPERIENCE NEW CULTURES.

THEY LOVE DOING THEIR RESEARCH JUST LIKE MILLENNIALS ONLINE.

SO, THEY'RE DOING HOMEWORK BEFORE THEY GET THERE.

THEY'RE PREPARED. THEY ALSO HAVE A FEELING THAT IT'S WORTH PAYING MORE WHEN THEY GO TO A DESTINATION THEY ARE WILLING TO PAY MORE FOR A QUALITY ACCOMMODATION EXPERIENCE. AND, YOU KNOW, THOSE OF US WITH SORE BACKS KNOW THAT THAT DEFINITELY MAKES A DIFFERENCE.

THEY'RE ALSO -- HALF OF THEM ARE ROAD TRIPPERS.

THAT'S IMPORTANT FOR US BECAUSE WE ARE A VERY ROAD FRIENDLY, DRIVE FRIENDLY DESTINATION. SO, WITH THAT IN MIND, OUR MESSAGE IS THAT THE DESTINATION IS AN ECLECTIC, ONE-OF-A-KIND EXPERIENCE, WHICH YOU CAN HAVE UP AND DOWN FLORIDA'S HISTORIC COAST AND EACH ONE OF THOSE EXPERIENTIAL DISCOVERIES LEADS TO ANOTHER AND ANOTHER AND ANOTHER.

SO, WE FEEL WE CAME UP WITH THIS CONCEPT OF TRAVELING INTERNATIONALLY. WHAT DOES THAT MEAN? WELL INTRA-NATIONAL IS POSSESSING INTERNATIONAL QUALITIES BUT BEING OF DOMESTIC ORIGIN.

SO THAT'S WHERE THE CONCEPT CAME FROM.

THERE CONCEPT, THIS CAMPAIGN PERFORMED VERY SIGNIFICANTLY BETTER THAN OTHER CAMPAIGNS THAT WE COMPARED IN THE RESEARCH.

AND WE HAVE THE RESEARCH PROGRAM IF ANYBODY IS INTERESTED.

THAT BRINGS US TO, AND I DIDN'T GIVE YOU WARNING AGAIN, SO THIS IS THE --

SEEN THESE BEFORE? >> SPEAKER: THESE BEGAN RUNNING IN NOVEMBER. THIS IS OUR FIRST OPPORTUNITY TO SHARE WITH THE TDC. OUR BOARD OF DIRECTORS HAS -- THE VCB HAS SEEN IT AND THEY PARTICIPATED IN THE PROCESS AS

HAS THE ADVERTISING COMMITTEE. >> SO YOU WANT THIS BUT YOU CAN'T HAVE IT WITHOUT THIS OR THIS OR THIS.

UNTIL NOW, INTRODUCING A NEW WAY TO TRAVEL.

INTRA-NATIONALLY. GET ALL THAT INTERNATIONAL CHARM WITHOUT LEAVING THE COUNTRY. RIGHT HERE AT ST. AUGUSTINE PONTE VEDRA GET ALL THAT CULTURE.

>> ALL THE CUISINES FROM THAT CULTURE.

ALL THE GRAND WORTHY SITES FROM THAT HASHTAG CULTURE RIGHT HERE AT HOME. ST. AUGUSTINE PONTE VEDRA TRAVEL

INTRA-NATIONALLY. >> SPEAKER: THEN THERE'S A 15

SECOND VERSION. >> SO YOU WANT THIS BUT YOU CAN'T HAVE IT WITHOUT THIS. OR THIS.

UNTIL NOW. INTRODUCING A NEW WAY TO TRAVEL.

INTRA-NATIONALLY. GET ALL THAT CULTURE, ALL THE CUISINE FROM THAT CULTURE RIGHT HERE AT HOME.

ST. AUGUSTINE/PONTE VEDRA TRAVEL INTRA-NATIONALLY.

>> SPEAKER: WHAT WHAT WE'VE DONE THERE IS WE'VE ESSENTIALLY USED THE DEVICE PREVIOUSLY WE USED THE DEVICE OF THE ELCONQUISTADOR TO MAKE IT A LITTLE MORE ENTERTAINING BUT TO ALSO MAKE A MNEMONIC TOOL TO HELP YOU EXPERIENCE ALL THE ASPECTS OF THE DESTINATION. AND THAT'S THE IDEA BEHIND THIS.

NOW THE INTRA-NATIONAL TRAVEL AND I WANT YOU TO KNOW WOULD

[02:25:02]

>> CHAIRMAN BERENBERG: HOW MANY TEES DID YOU HAVE TO HAVE ON

THAT GOLF SWING? >> SPEAKER: I DON'T WANT TO TELL YOU HOW MANY TIMES. AND THAT ONE, IF YOU WATCHED, IT

DIDN'T EXACTLY HIT THE GREEN. >> CHAIRMAN BERENBERG: THAT'S

WHAT I WAS THINKING. >> SPEAKER: WE BUSHED THROUGH A LOT OF BALLS. THANKS TO OUR FRIENDS AT THE ATP SAWGRASS THEY WERE VERY ACCOMMODATING ON A VERY RAINY DAY BY THE WAY.

SO, OUT OF HOME -- THESE ARE A FEW OTHER EXECUTIONS.

WE LIKED THE WAY THIS WORKS IN EVEN THESE VERY SHORT TOOLS.

AND THE ONE BELOW YOU SEE WE'VE BEEN ABLE TO COMBINE ROMANCE AND NIGHT LIFE IN THAT MESSAGING. AND OF COURSE WE HAVE A DIVERSE MODELS THERE. WE DO USE OUR INTRA-NATIONAL FELLOW. AND YOU SEE THE TOP ONE THERE'S A TM THERE. WE'RE IN THE PROCESS OF SECURING INTERNATIONAL SITES WITHOUT INTRA-NATIONAL FLIGHTS.

AGAIN, A PROCESS BEGUN IN THE EARLY FALL.

OF COURSE, CAN'T FORGET WORLD. WORLD'S BEST WORLD NOT WORLDS AWAY. BEING CONSISTENT WITH THE PROGRAM. WE ALSO HAVE AN OPPORTUNITY TO SHOW OFF OUR NATURAL PRESENCE WITH PREFER FISHING LINES TO SECURITY LINES, WELL TRAVEL INTRA-NATIONALLY.

HERE ARE SOME EXAMPLES OF PRINT ADS. ON THE LEFT YOU SEE THE CONSUMER STANDARD AD.

ON THE RIGHT AS YOU CAN IMAGINE IT WAS SOMETHING OF A CHALLENGE WHEN YOU GO AFTER AN INTERNATIONAL AUDIENCE.

THE CO-OP AD ON THE RIGHT TARGETS CANADIAN TRAVELLERS.

AND WHAT WE DO IS WE TALK ABOUT THE COMBINATION OF THE DIFFERENT NATIONS THAT CONTRIBUTED TO OUR BACKGROUND AS A DESTINATION.

AND THAT WAY YOU CAN EXPERIENCE SOMETHING THAT IS NOT QUITE LIKE EITHER OF THEM. AND THAT'S WORKING FROM A RESIDENT STANDPOINT WITH OUR INTERNATIONAL VISITORS.

AGAINST OUR TRAVEL AGENTS AND OUR MEETINGS -- SO THESE ARE BUSINESS TO BUSINESS COMMUNICATIONS -- THE UNRIVALLED HISTORY, CULTURE AND CUISINE ALL IN ONE PLACE; SO LET'S CREATE A PERFECT PACKAGE TOGETHER. THAT'S OUR TRAVEL AGENTS AND TOUR OPERATORS. WE HAVE -- ON THE BOTTOM WE HAVE A LINE FOR OUR DIGITAL DISPLAY ADS THAT RUN IN THE TRAVEL AGENCY WEBSITES. THEN, OF COURSE, ON THE MEETING SIDE FROM SPEAKERS TO SUNSET, LET'S PLAN YOUR UNFORGETTABLE EVENT. THEN YOU SEE IN THE COPY -- OH THANK YOU VERY MUCH. WOW, I NEEDED THAT.

THANK YOU. THE ADDRESS AND WHAT WE'VE DONE IN USING THE INPUTS THAT WE RECEIVE FROM OUR CONFERENCE SALES FOLKS AND OUR STAFFERS, WE TARGET THE ISSUES THAT MEETING PLANNERS WANT TO KNOW ABOUT. AND THE THINGS WE CAN PROVIDE THEM. SO THAT'S COVERED IN THE COPY IN THIS AD. WE ALSO HAVE A SPORTS VERSION OF THIS. AND THIS RUNS IN THE SPORTING PUBLICATIONS THAT TARGET THE PLANNERS OF SPORTING EVENTS FROM BALLPARKS TO BEACHES MAKE YOUR NEXT SPORTS EVENT UNFORGETTABLE.

AGAIN, THE COPY RELATES TO THOSE KINDS OF THINGS THAT INTEREST THEM ABOUT OUR DESTINATION. MILITARY REUNIONS IS AN AUDIENCE THAT'S VERY IMPORTANT TO US WITH THE ORIENTATION TO A VERY MILITARY-FRIENDLY COMMUNITY IN NORTHEAST FLORIDA AND SOUTH EAST, GEORGIA. WE ENTERTAIN QUITE A FEW OF THESE EVENTS SO WE'VE BUILT ADS TO TARGET THEM AS WELL.

FOR NIGHTS OF LIGHTS. THANK YOU. NOT QUITE YET.

BUT FOR NIGHTS OF LIGHTS WE BUILT THIS PROGRAM.

THIS IS A ANIMATED DIGITAL. SO, THE FIRST ONE THAT SAYS ROMANTIC CARP IN NIGHTS. THE -- EUROPEAN NIGHTS. THE NEXT... WITHOUT OVERSEAS FLIGHTS.

THE CALL TO ACTION. BOOK NOW.

TRAVEL INTRA-NATIONALLY. NOW WE'VE GOT A RADIO AD.

[02:30:01]

IT ALSO APPEALS TO FAMILIES. AND THE FIRST SPORT YOU ARE GOING TO -- SPOT YOU ARE GOING TO HEAR APPEALS TO FAMILIES.

>> A FAMILY TRIP TO PARIS. NOW.

NOW THINK ABOUT THE PRICE. YOU DON'T HAVE TO TRAVEL INTERNATIONALLY TO SEE MILLIONS OF TWINKLING LIGHTS.

INTRODUCING A NEW WAY TO TRAVEL. INTRA-NATIONALLY.

ENJOY FAMILY FUN AND OLD WORLD ENCHANTMENT IN THE NIGHTS OF LIGHTS PONTE VEDRA G ST. AUGUSTINE.

BET ALL THAT INTERNATIONAL CHARM WITHOUT LEAVING THE CITY.

ST. AUGUSTINE/PONTE VEDRA TRAVEL H INT RA-NATIONALLY. THEN WE ALSO HAVE ONE THAT'S

ROMANCE ORIENTED. >> PARIS.

THE CITY OF LIGHTS. ALSO KNOWN AS THE CITY OF 14 HOUR FLIGHTS. YOU DON'T HAVE TO TRAVEL INTERNATIONALLY TO HAVE A ROMANTIC GET AWAY.

INTRODUCING A NEW WAY TO TRAVEL -- INTRA-NATIONALLY.

EXPERIENCE THE OLD WORLD ENCHANTMENT OF NIGHTS OF LIGHTS IN ST. AUGUSTINE, PONTE VEDRA LISTED BY NATIONAL GEOGRAPHIC AS A TOP TEN HOLIDAY LIGHTS DISPLAY.

GET ALL THIS INTERNATIONAL CHARM WITHOUT LEAVING THE COUNTRY.

ST. AUGUSTINE/PONTE VEDRA TRAVEL INTRA-NATIONALLY.

VISIT FLORIDA HISTORIC COAST TO.TO LEARN MORE.

>> SPEAKER: THANK YOU. IF YOU HAVE ANY YESES I'M HERE -- QUESTIONS I'M HERE TO ADDRESS THOSE.

THE NEXT SECTION THAT WE WOULD GO INTO WE'D GO INTO, IF YOU SO WISH, IS THE WORKSHOPS. THE RESULTS THAT WE GOT FROM THE TOURISM ADVISORY WORKSHOPS. BASICALLY THOSE ARE INPUTS FROM THE COMMUNITY ABOUT WHAT THEY WOULD LIKE US TO TAKE INTO CONSIDERATION IN BUILDING IN THE 2021 MARKETING PLAN.

BUT, OF COURSE, WE WOULD ALSO RECEIVE SAME INPUTS FROM OUR TDC MEMBERS. SO THAT'S WHAT'S NEXT.

DO WE WANT TO DO THAT? DO YOU WANT TO GO? IT'S PROBABLY -- DEPENDING ON QUESTIONS I CAN PROBABLY GET THROUGH IT IN SEVEN-AND-A-HALF MINUTES.

>> CAIRMAN BERENBERG: OKAY LET'S SEE IT.

I KNOW YOU PUT THE WORK IN. >> SPEAKER: OKAY.

SO WE CONDUCTED TWO TOURISM ADVISORY WORKSHOPS.

NOW THE REASON WHY I STRUGGLE OVER THAT IS I KEEP WANTING TO TAY STAKEHOLDERS. WELL MANY OF -- EVERYBODY WAS INVITED TO THIS. THE PUBLIC WAS INVITED.

OBVIOUSLY THEY WERE PUBLICLY ANNOUNCED.

AND WE HAVE IN THE PAST RECEIVED FOLKS WHO HAVE SHARED THEIR OPINIONS WHO ARE NOT IN THE BUSINESS.

SO I WANTED YOU TO KNOW THAT. SO THAT'S WHAT WE'LL SEE.

WHAT WE'RE GOING TO SHOW YOU ARE LITTLE SNIPPETS.

WE'VE TRIED TO SHORTEN IT DOWN TO INPUTS THEY RECEIVE.

SO, WE'LL BE USING SHORTHAND ON THINGS.

PLEASE FEEL FREE TO ASK. WE COLLECTED THEIR INPUTS IN FOUR -- I'M SORRY, FIVE BASIC CATEGORIES.

PRODUCT DEVELOPMENT. THAT IS WHAT DO YOU WANT TO SEE HERE THAT YOU DON'T SEE NOW? NATURAL RESOURCES.

THE THINGS THAT RELATE TO THE NATURAL ASPECTS OF ST. JOHNS COUNTY. ENVIRONMENTAL AND SUSTAINABLE ACTIVITIES OR ACTIONS THAT ARE IMPORTANT TO YOU.

PUBLIC RELATIONS. THAT IS ANYTHING THAT YOU MAY FEEL IS OF INTEREST FROM A PUBLIC RELATIONS STANDPOINT.

THEN MISCELLANEOUS IS A CATCHALL OF VARIOUS IDEAS THAT THEY MAY HAVE HAD. PRODUCT DEVELOPMENT IS ALWAYS THE LONGEST CATEGORY. IT'S LOADED WITH ALL KINDS OF THINGS. THEY WANT THOSE WHO ACCEPT NET BUSINESS, WHOLESALE BUSINESS, WANT TO CONSIDER DOING THAT.

THEY WANT TO GET MORE BUSINESS THAT WAY AM IF IN THE CURRENT ENVIRONMENT THAT'S GOING TO PROBABLY BECOME MORE IMPORTANT.

THEY WANT TO MAKE SURE WE HAVE AND CONTINUE TO MAKE EASY A WATER TAXI. THEY FEEL AS THOUGH GETTING PEOPLE AROUND THE BAY AREA, IS VERY IMPORTANT BY WATER.

THERE'S AN ELEMENT WHO WANT US TO CONTINUE TO FOCUS OR INCREASE OUR FOCUS ON MEETINGS. THERE'S LOTS OF WAYS WE CAN DO THAT. MORE SPORTS AND BUSINESS AT THE FAIRGROUNDS. SO A DESIRE TO CONTINUE TO CULTIVATE ACTIVITIES AT THE FAIRGROUNDS.

OPTIONS IN THE STATE PARKS. THERE'S LOTS OF THINGS GOING ON IN THE STATE PARKS. SO, MIGHT WE DO SOME PROGRAMS OR MORE PROGRAMS WITH THE PARKS OR THE VENDORS WHO ARE IN THE PARKS. FACILITIES AT VA VANNO BEACH.

THEY WANT US TO HELP WITH THOSE. THAT APPLIES TO ALL BEACHES BUT

[02:35:05]

WE'LL COVER THAT IN MISCELLANEOUS TOO BUT WE'RE REALLY TALKING ABOUT AROUND OUR TOURIST ATTRACTION AREAS BUT ALSO BETWEEN THE PLACES WHERE THEY'RE SPENDING THE NIGHT AND THOSE AREAS. LEVERAGING THE PLAYERS THROUGHOUT THE COUNTY. YEAH.

BASICALLY WHAT THEY'RE INTERESTED IN IS MAKING SURE EVERYBODY IS BENEFITTING FROM THE VISITORS TO EH PLAYERS.

WE CERTAINLY WERE TRYING FOR THAT THIS YEAR.

THE IDEA OF YACHT RACING. CERTAINLY WE HAVE RACE WEEK AND WE THINK THAT OR WE WERE ASKED TO CULTIVATE MORE OF THOSE KIND OF EVENTS. THEY FELT THAT WE COULD ASSIST IN THE FACILITATING OF COLLABORATION BETWEEN OUR VARIOUS STAKEHOLDERS. SO, WHEN THE AFRICAN-AMERICAN MUSEUM CULTURAL CENTER IN LINCOLNVILLE HAS A PROGRAM, THEY WANT TO SEE IF THE COLLECTOR WOULD LIKE TO PROVIDE SOME NIGHTS TO GO ALONG WITH -- KNIGHTS TO GO ALONG WITH A WALKING TOUR AND PERHAPS ANOTHER LOCATION OR RESTAURANT.

SO THOSE WERE THE THINGS THEY WERE TALKING ABOUT DOING.

AND WE'LL DO CERTAILY BE DOING MORE OF THOSE FACILITATING.

THEY ALSO LOOKED AT BEHIND THE SCENES PROGRAMS. EVERYBODY WANTS TO DO SOMETHING THAT'S BEHIND THE SCENES.

AND THAT THE TYPICAL PUBLIC DOESN'T GET TO DO.

SO, WE'RE GOING TO BE LOOKING AT WAYS WE CAN BRING THOSE OUT.

THERE WAS DISCUSSION OF PRE AND POST CRUISES.

BOTH OUT OF THE JACKSONVILLE CRUISE PORT AND THE CANAVERAL

CRUISE PORT. >> CHAIRMAN BERENBERG: DON'T

SKIP AFRICAN-AMERICAN HERITAGE. >> SPEAKER: THAT'S PART OF THE PROGRAM. SO, CREATING COLLABORATIONS BUT CER CERTAINLY BRINGING THE PRODUCT FORWARD ALLOWS US TO DO MORE AFRICAN-AMERICAN MARKETING.

SO, PUTTING THOSE PACKAGES TOGETHER THAT INCLUDE THOSE TOURS WOULD PREVAIL UPON US TO ADVERTISE IN AFRICAN-AMERICAN MEDIA. MORE NIGHT LIFE.

THE IDEA OF A DINNER THEATER WAS SOMETHING THAT SOMEBODY WANTED US TO WORK ON. PARKING REMAINS A MAJOR CHALLENGE. THEY FEEL LIKE COMMUNICATION OF THE PARKING WOULD BE BETTER. WE TOOK PARK ST. AUGUSTINE AND TURNED THAT OVER TO THE CITY BUT THE FEELING IS THERE'S MORE WE CAN DO ON FLORIDA'S HISTORIC COAST WEBSITE.

SO, WE'LL INCORPORATE MORE LANGUAGE FOR THAT.

THE CHEF COLLABORATION CAUGHT EVERYBODY'S ATTENTION.

AND THAT'S SOMETHING THAT THEY WANT US TO CONTINUE TO FOCUS ON.

AND THEN THIS IDEA OF THERE BEING HYPER LOCAL PRODUCTS THAT ARE UNIQUE TO OUR DESTINATION. THEY WANT US TO TRY TO INCORPORATE THAT INTO OUR PROGRAMMING.

NOW IN OUR PUBLIC RELATIONS PROGRAMMING WE'RE IN THAT ALREADY. VERY, VERY DEEP INTO THAT.

AND WE'LL CONTINUE TO DO THAT. FROM THE NATURAL RESOURCES STANDPOINT, THEY FEEL LIKE WE NEED TO MAKE IT MORE BOATER FRIENDLY. SO THE IDEA OF MORE BOAT RAMPS IS SOMETHING THEY'RE INTO. YOU SEE THE SURF POSSIBILITIES AND THEN DOWN LOWER SURF CAMPS. THERE WAS LOTS OF DISCUSSION ABOUT ACTIVATING SURF AND SURFING AS A MEANS OF ATTRACTING PEOPLE. THERE'S ALSO VERY INTERESTING IDEA OF LEVERAGING TURTLE NESTING AND HATCHING SEASONS.

PUTTING TOGETHER PROGRAMS THAT ARE ENRICHING, BECAUSE THAT'S CONSISTENT WITH OUR MESSAGING, BUT IT CREATES AN ENVIRONMENT FOR AN OPPORTNITY FOR PEOPLE TO EXPERIENCE SOMETHING THEY CAN'T OTHERWISE. NOW, NO PROMISES, NOBODY REALLY KNOWS WHEN THE TURTLES ARE GOING TO HATCH OR WHEN THEY'RE COMING ASHORE, BUT THE FEELING IS THAT THE WONDERFUL INTERPRETERS AND OUR VOLUNTEERS ON THE TURTLE PATROL CAN HELP CREATE AN EXPERIENCE THAT PEOPLE WANT TO KNOW.

ECO-TOURS WITH BOATS IS A PRODUCT THAT WE DO HAVE.

WE WANT TO CONTINUE TO MARKET THAT.

AIR BOAT RIDES. WE HAVE A STAKEHOLDER OUT THERE WHO DOES THOSE OUT ON THE RIVER. AND THEN SEEING AND EXPERIENCING THE DESTINATION FROM THE WATER IS SOMETHING THAT CONTINUES TO CAPTURE PEOPLE'S IMAGINATION. IT WAS SINGULARLY THE MOST SPOKEN OF ITEM IN LAST YEAR'S ADVISORY WORKSHOPS.

WHEN WE TALK ABOUT ENVIRONMENTAL AND SUSTAINABLE PROGRAMS, ONE OF THE THINGS THAT I LEARNED AT A CONFERENCE JUST BEFORE THESE IN EARLY FEBRUARY WAS THAT PEOPLE WHO MAKE A CHOICE ABOUT A

[02:40:01]

I DON'T THINK THAT'S A SURPRISE BUT IT GIVES US REASON TO FOCUS.

WE KNOW THESE PROGRAMS MAKE A GROWN CHOICE, PLANT A TREE AND GREEN HANDS INITIATIVE GIVES US A CHANCE TO TRADE ON THOSE.

THEN SEEKING OPPORTUNITIES TO TIE IN CARBON NEUTRAL, LEVERAGING BUSINESSES THAT DO THAT.

THE KINDS OF THINGS WE WOULD DO. WE'LL INVITE THAT INFORMATION FROM OUR BUSINESSES TO SHARE THAT SO THAT WE CAN COME UP WITH A PROGRAM THAT HELPS US MARKET THAT.

THEN RESPONSIBLE TOURISM ACTI ACTIVITIES IN MESSAGING IS SOMETHING WE THEY WANTED.

PUBLIC RELATIONS. REALLY THE ONLY ITEM THAT WAS SHARED WITH US WAS THE FACT THAT THE DELIGHTNER IS PUTTING TOGETHER A SURF CULTURE ACTIVITY THAT WILL START IN THE SUMMER.

VERY EXCITED TO SEE WAY WHAT THAT ENTAILS.

IN THE AREA OF EVERYTHING ELSE. CONNECTIVITY AND TRANSPORTATION IS A CONCERN. THE GOOD NEWS IS THAT WE'RE NO LONGER HAVING TO PREPARE FOR THE SUPER U TRAFFIC PATTERN DOWNTOWN. THE CITY HAS GIVEN -- HAS DECIDED ON A BETTER OPTION TO RELIEVE TRAFFIC THAT BACKS UP ACROSS THE BRIDGE OF LIONS. IT HAS TO DO WITH THE POTENTIAL TRAFFIC CIRCLE. LOTS OF THINGS TO GO INTO THAT BUT WE'VE MET WITH THE CITY AND THEY'RE VERY EXCITED TO BRING THAT TO WORKSHOPS. IF YOU HAVE A CHANCE, GO TO ONE, IT LOOKS GOOD. AND THE IDEA OF A SUPER U WAS -- SET PEOPLE'S HAIR ON FIRE. LET'S JUST PUT IT THAT WAY.

INCENTIVIZING -- I'M SURE I'M GOING TO GET THIS WRONG -- THE SCALABLE ASSET OF RESPONSIBLE TOURISM IS SOMETHING THAT KIND OF LEAPT OVER FROM THAT SUSTAINABLE AND ENVIRONMENTAL.

BUT WE REALLY JUST NEED TO BE FINDING OUT WHO IS DOING WHAT.

BECAUSE WE ARE SEEING IT. EVERY ONE OF US HAVE BEEN INTO A RESTAURANT NOW AND FOUND PAPER STRAWS.

EVERY ONE OF US ARE SEEING ACTIONS BEING TAKEN.

AND THE CITY OF ST. AUGUSTINE BEACH IS TAKING SOME POSITIVE, PROACTIVE ACTIONS IN MAKING IT EASIER FOR BUSINESSES TO DO THAT. SO, WE'RE GOING TO KEEP OUR EAR TO THE GROUND AND INCORPORATE THAT INTO THE MESSAGING AS WE CAN. TRANSPORTATION AROUND THE HISTORIC DISTRICT AND TO AND FROM THE HISTORIC DISTRICT REMAINS A MAJOR SUBJECT THAT THEY WANT US TO HELP WITH.

WE ALSO HAD AN INDIVIDUAL WHO LET US KNOW ABOUT SOMETHING CALLED VETS 4 VETS. IT IS A PROGRAM THAT MAY BE WILL GIVE US AN OPPORTUNITY TO FIND OTHER VETERAN-RELATED EVENTS AND ACTIVITIES THAT WE CAN POTENTIALLY HOST DOWN HERE.

AND THEN ANOTHER SUGGESTION FOR THE CITY OF ST. AUGUSTINE WAS BETTER WAY FINDING AROUND THE HISTORIC DISTRICT.

I KNOW THEY'RE WORKING ON THAT AND WE'LL BRING THIS TO THEIR ATTENTION. AND THAT'S WHAT WE HAVE.

>> CHAIRMAN BERENBERG: THANK YOU VERY MUCH.

IS THERE QUESTIONS OF RICHARD? EXCELLENT PRESENTATION.

RICHARD, YOU ARE GOING TO STICK AROUND FOR OUR DISCUSSION?

>> SPEAKER: WE'VE BEEN GATHERING LOTS OF INFORMATION.

>> CHAIRMAN BERENBERG: OKAY. WOULD IT BE POSSIBLE TO DO LIKE A FIVE MINUTE BREAK HERE? OKAY.

I DON'T WANT TO TAKE YOU OFF YOUR PACE BUT I THINK WE NEED TO STAND UP FOR A COUPLE MINUTES. FIVE MINUTES PLEASE.

[Item 12]

>> SPEAKER: SO WE ARE ON ITEM 12.

THE FIRST ONE ON THE LIST IS PEAK PERIODS.

THIS IS STEMMING FROM OUR DISCUSSION IN THE PREVIOUS TDC MEETING ABOUT THE AGH GRANT GUIDELINES.

THERE WAS A REQUEST TO REASSESS AND BETTER CLARIFY PEAK PERIODS.

AND WHAT WE HAD SAID WE WOULD DO THAT IS WE WOULD CREATE A SEPARATE DOCUMENT THAT WE COULD POST AND SHARE THAT WOULD BE SEPARATE FROM FROM THE GRANT GUIDELINE ITSELF. I REACHED OUT ON TO THE VCB AND RICHARD SUPPLIED ME WITH ONGOING DETAILED DATA FROM THE LAST YEAR SMITH TRAVEL RESEARCH REPORT.

THEN WE'VE GOT A LITTLE BIT OF HISTORICAL DATA TO THAT AS WELL.

BUT WE'RE REALLY LOOKING AT LAST YEAR'S.

[02:45:01]

I STARTED THIS WITH THE MONTH OF OCTOBER AND RAN IT THROUGH THE 12 CALENDAR MONTHS. WE STARTED WITH OCTOBER BECAUSE THAT IS THE FIRST MONTH OF THE FISCAL YEAR.

WE'VE GOT TWO BIG EVENTS WHERE WE'VE GOT PRETTY GOOD TOURISM HERE AND THAT'S ASSOCIATED WITH THE DAYTONA BIKE TONER FEST WEEK AND THE FLORIDA/GEORGIA WEEKEND FINANCIAL WE DO VERY WELL IN TOURISM NUMBERS DURING THE THANKSGIVING WEEKEND, CHRISTMAS WEEK AND NEW YEAR'S WEEK WHICH OFTEN BOOKEND THE SAME WEEK.

GOING TO THE NEXT CALENDAR YEAR WOULD BE THE FIRST MONTH WOULD BE FEBRUARY OR I'M SORRY JANUARY.

THEN FEBRUARY IS PRESIDENT'S DAY WEEKEND.

DAYTONA SPEED WEEK AND DAYTONA 500.

PRETTY MUCH THE ENTIRE MONTH OF MARCH IS ACTUALLY OUR HIGHEST VISITATION MONTH PRETTY CONSISTENTLY YEAR TO YEAR.

SO, LOOKING AT THAT WE JUST DECIDED THAT WOULD BE HIGH VISITATION, A PEAK PERIOD THE ENTIRE CALENDAR MONTH.

SAME THING EXTENDING INTO APRIL. THEN FOR MAY YOU HAVE MEMORIAL DAY WEEKEND. JUNE.

JUNE DIDN'T HAVE ANY NEATHABLE EVENTS OR HOLIDAYS IN IT.

JULY. AGAIN JULY IS ACTUALLY OUR, I BELIEVE OUR SECOND HIGHEST VISITATION MONTH.

IT GOES MARCH, JULY, APRIL, I BELIEVE.

SO WE IDENTIFIED THAT ENTIRE CALENDAR MONTH OF PEAK PERIOD.

THEN AUGUST AND AGAIN WE DON'T HAVE ANY HOLIDAYS OR NOTABLE EVENTS IN THE SURROUNDING AREA TO HIGH LIGHT.

SO THIS IS JUST BEING BROUGHT BACK BEFORE YOU ALL FOR A REVIEW. SEE IF THIS WAS THE DIRECTION YOU WANTED TO GO. IF NOT, THAT'S FINE WE CAN GO ANOTHER DIRECTION OR IF THERE'S SOMETHING ON HERE THAT'S A CONCERN WE CAN GO BECOME AND LOOK AT THAT.

>> CHAIRMAN BERENBERG: THANK YOU.

IRVING AND TOM, WHAT DO YOU THINK OF THIS? YOU ARE THE GUYS THAT KNOW THIS BEST.

>> BOARD MEMBER: THERE'S TWO WEEKENDS IN DECEMBER, THE FIRST AND SECOND ONE, WHERE THE BOAT PARADE AND THE NIGHT WATCH, THOSE TWO ARE AS BUSY AS ANYTHING ELSE IN DECEMBER TIED IN TO NIGHTS OF LIGHTS. IN FACT, I THINK THE TRAFFIC ON THE BOAT PARADE WEEKEND IS ALWAYS THE WORST TRAFFIC IN THE

CITY. >> SPEAKER: I WILL GO BACK AND LOOK AT THAT AND GET BACK WITH RICHARD.

>> BOARD MEMBER: IT'S ALWAYS THE FIRST AND SECOND WEEKEND OF

DECEMBER. >> SPEAKER: WE WERE LOOKING AT

OVERNIGHT STAYS JUST AS A NOTE. >> BOARD MEMBER: OH THERE'S NOT A ROOM IN TOWN. THOSE TWO SELLOUT FASTER THAN

CHRISTMAS. >> CHAIRMAN BERENBERG: THAT'S SURPRISING. TOM, ANYTHING THAT YOU CAN ADD?

>> BOARD MEMBER: >> CHAIRMAN BERENBERG: IT STRIKES ME TO RICHARD'S CAMPAIGN IS GOING TO PLAY NICELY INTO THIS FOR THESE SLOW MONTHS. ENCOURAGING TRAVEL DURING THOSE MONTHS IT SEEMS LIKE YOU TAILORED TO IT.

THAT IS WONDERFUL. OKAY.

WE'RE ON THE RIGHT TRACK I THINK WITH THOSE MODIFICATIONS.

DO WE NEED TO TAKE ANY ACTION ON THAT?

>> SPEAKER: I DON'T THINK SO. YOU CAN IF YOU'D LIKE BUT AS LONG AS EVERYBODY FEELS PRETTY COMFORTABLE WITH THAT THEN I THINK WE'LL JUST HAVE THIS BE A, I GUESS, A SISTER DOCUMENT TO

OUR ACH GRANT GUIDELINES. >> CHAIRMAN BERENBERG: OKAY THANK YOU. GOOD JOB ON THAT.

>> SPEAKER: SO FOR THE SAKE OF TIME I DIDN'T GIVE A SUMMARY OF THE THIRD QUARTER VISIT PROFILE STUDY.

IT IS INCLUDED IN YOUR PACKET. I DID GO THROUGH AND IT LOOKS LIKE THE FIRST THREE QUARTERS WE'VE SEEN UPS AND DOWNS IN DIFFERENT AREAS. AS THE COURSE OF THE YEAR AND LITERAL SEASONS GO BY, SUMMER, WINTER, FALL, WE SEE VARIATION IN WHAT FOLKS ARE DOING. BUT THERE WAS NOTHING IN THE THIRD QUARTER VISITOR PROFILE STUDY THAT WAS SHOCKING OR SUPER NOTABLE. SO THAT IS POSTED ONLINE FOR ANYBODY BEHIND ME WHO WANTS TO POOH RUSE IT AT THEIR LEISURE.

WE ARE FINISHING UP THAT STUDY. THE VISIT PROFILE STUDY.

IT'S BEEN A YEAR SINCE WE STARTED THAT.

MARCH WILL END OUT THE SURVEY. OBVIOUSLY THE NEXT TIGHT 'EM, CORONAVIRUS, WILL IMPACT THE END OF THAT STUDY A LITTLE BIT BUT THAT WILL BE NICE BECAUSE WE'LL HAVE ABOUT A MONTH'S WORTH OF DATA TO SEE HOW THAT'S IMPACTING TOURISM.

THAT MIGHT GIVE US INSIGHTS. AND THEY'LL BE WORKING ON THE FINAL REPORT OVER THE NEXT MONTH AND WE'LL GET THAT TO YOU ONCE THEY GET IT TO US TO LOOK AT. SO MY THIRD BULLET POINT HERE UNDERNEATH THIS AGENDA ITEM IS THE COVID-19 EVENT THAT WE HAVE GOING ON. AND THERE WAS A REQUEST FOR US TO JUST HAVE SOME OPEN-ENDED DISCUSSIONS ABOUT WHAT IMPACTS IT'S GOING TO HAVE TO OUR LOCAL TOU TOURISM. OBVIOUSLY, THIS IS A FAST CHANGING, EVER EVOLVING THING THAT WE ARE IN AT THE MOMENT, BUT WE DEFINITELY KNOW IT'S GOING HAVE IMPACTS IN OUR COLLECTIONS FOR SURE. AND I THINK THE EXTENT OF THOSE

[02:50:05]

JUST AS A REMINDER, BED TAX COLLECTIONS COMES IN -- WE REPORTED BED TAX COLLECTIONS ABOUT TWO MONTHS AFTER IT OCCURS SO WE WON'T HAVE A GOOD SENSE OF MARCH BED TAX COLLECTIONS UNTIL MAY. AND WE'LL GET SOME DATA IN BETWEEN THAT WE PURCHASE LIKE THAT SMITH TRAVEL RESEARCH, THEY'LL BE ABLE TO GIVE US INSIGHT.

BUT AS FAR AS THE ACTUAL DOLLARS WE GOT A LITTLE BIT OF A LAG.

>> CHAIRMAN BERENBERG: OUR NEXT MEETING IS?

>> SPEAKER: THE NEXT MEETING THAT I AM GOING TO SUGGEST IS

JUNE 15TH. >> CHAIRMAN BERENBERG: SO WE'LL

HAVE NUMBERS BY THEN. >> SPEAKER: UH-HUH.

DURING THE JUNE MEETING WE CAN TALK ABOUT -- WE CAN GIVE UPDATES ON WHERE WE STAND AS FAR AS IMPACTS FOR THIS YEAR, WHAT WE PROJECT ARE IMPACTS FOR NEXT YEAR.

WE'LL HAVE THE VISITOR PROFILE STUDY COMPLETES.

WE'LL BE LOOKING FOR A PROMOTION PLAN.

THE ACTUAL MOVING FORWARD PLAN FROM THE VCB AND CULTURAL COUNCIL AND WE'LL GIVE YOU PRELIMINARY INSIGHTS INTO WHAT THE BUDGET WILL LOOK LIKE FOR OUR FIVE CATEGORIES.

AND YOU GUYS WON'T VOTE ON THAT UNTIL JULY.

SO, WE'LL GIVE YOU A PREVIEW IN JUNE THEN WE'LL RECONVENE IN JULY AND YOU CAN TAKE A VOTE. I'M NOT SURE WHAT LEVEL OF DETAIL WE WERE LOOKING FOR HERE ON THE CORONAVIRUS.

>> CHAIRMAN BERENBERG: WE HAVE CHRISTINE HERE AND RICHARD HERE.

MAYBE YOU'D LIKE TO COME UP AND WE CAN HAVE A DISCUSSION OF THIS A BIT. IT IS CONCERNING TO ME THAT WE, AS THE TDC, ARE TAKING AS MANY APPROPRIATE STEPS AS POSSIBLE, AS SOON AS POSSIBLE. SO, COME UP AND LET US HEAR FROM YOU BOTH. TARA, AT THE SAME TIME WE'D LIKE YOUR FEELINGS ON THIS. YOU KNOW, WE'RE ALL TERRIFIED

ABOUT THIS. >> SPEAKER: WELL THEY SAY BE PREPARED DON'T BE PANICKED SO DON'T BE TERRIFIED.

>> CHAIRMAN BERENBERG: THAT'S RIGHT.

ANYTHING THAT YOU CAN ADD? >> SPEAKER: WE'VE BEEN ATTENDING CONFERENCES OVER THE PHONE THAT INCLUDED A NUMBER OF FEDERAL AGENCIES THAT YOU KNOW. AND ALSO WITH THE U.S. TOU TOURISM -- U.S. TRAVEL ASSOCIATION.

AND WE'VE BEEN TRYING TO GET THAT INFORMATION OUT.

BUT THE LATEST WAS AT 11:00 THIS MORNING WITH THE SMITH TRAVEL RESEARCH FOLKS. AND THEY SAY IT'S GOING TO BE BAD. THAT THE DECLINES ARE ALREADY 11 PERCENT IN REV-PAR NATIONWIDE. IF THE PROJECTIONS FOR ITALY AND JAPAN AND -- WHAT WAS THE OTHER COUNTRY -- SPAIN THAT THEY REPORTED ON WERE PROFOUND DROPS IN OCCUPANCY.

70 PERCENT, 68 PERCENT. SO, IT'S REALLY A QUESTION OF TIME. THE THING TO KEEP IN MIND IS THAT THEY PARROTED BACK THAT IF YOU HAVE -- IF YOU ARE NOT DEPENDENT ON INTERNATIONAL TRAVEL, IF YOU ARE NOT DEPENDENT OR A MAJOR GATEWAY DESTINATION, NOT DEPENDENT ON TRIP FLY IN, THEN YOU ARE PROBABLY NOT GOING TO SUFFER AS MUCH AS OTHER DESTINATIONS. AND THE GOOD NEWS IS, WE HAVE THAT VERY WELL. SO, WE'RE HOPEFUL WE'RE GOING TO BE ABLE TO WEATHER BETTER THAN OTHERS.

AND THAT THE REPORTING FROM THE PUNDITS THAT WE SHOULD EXPECT TO PERFORM BETTER THAN THE OTHERS. BUT IT WILL BE A VERY SUBSTANTIAL DECLINE. WE WITNESSED VERY STRONG PRESENCE IN THE HISTORIC DISTRICT AND IN PONTE VEDRA THIS WEEKEND. HOW MUCH OF THAT WAS A RESIDUAL OF FOLKS WHO HAD COME FOR THE PLAYERS AND OR FOR THEIR KIDS SPRING BREAK AND SIMPLY GOT CAUGHT UP AND WERE LOOKING FOR

THINGS TO DO, WE DON'T KNOW YET. >> BOARD MEMBER: I CAN ANSWER THAT A LITTLE BIT. I LOST A THIRD OF MY RESERVATIONS ON THURSDAY FOR THE WEEKEND OF LAST WEEKEND.

AND ACTUALLY SOLD OUT. >> SPEAKER: WALK-UPS?

>> BOARD MEMBER: I WAS -- WELL I WAS IN DISBELIEF THAT I ACTUALLY SOLD OUT BECAUSE IT WAS PRETTY TOUGH.

SO, ANYONE WHO IS COMING -- SOME OF THE PEOPLE COMING FOR THE CELTIC FESTIVAL STILL CAME. PEOPLE WHO WERE COMING FOR THE GOLF TOURNAMENT EITHER LEFT A DAY EARLY, A COUPLE DAYS EARLY OR THE CANCELLED ALL TOGETHER IF THEY HADN'T ARRIVED YET.

SO WE WERE DOWN TO 65-70 PERCENT.

I TALKED TO OTHER HOTELIERS, LARGE HOTELS, SMALL HOTELS, AND

[02:55:04]

I DON'T KNOW IF THEY RECOVERED BECAUSE I TALKED TO THEM ON

FRIDAY NOT ON MONDAY. >> SPEAKER: THE NUMBER A GROUP AND WE'RE FORTUNATE -- SORRY. WE DON'T HAVE QUITE VERY MANY LARGE GROUP PROPERTIES BUT SHOWS THE THOSE PROPERTIES ARE SUFFERING FROM THEIR LACK OF GROUPS.

BECAUSE FOLKS ARE NOT TRAVELING AND CORPORATE TRAVEL POLICIES ARE PREVENTING PEOPLE FROM TRAVELING.

WITH THE LATEST RESPONSES WITH CDC'S REQUEST FOR 50, YOU KNOW, CANCELING EVENTS THAT GATHER MORE THAN 50, WHICH WE JUST HEARD THAT THIS MORNING THE PRESIDENT SUGGESTED THAT NUMBER SHOULD BE 10, THAT'S GOING TO HAVE A REALLY PROFOUND EFFECT ON

THOSE GROUPS. >> BOARD MEMBER: AND THAT SHOULD HAVE OUR LARGEST IMPACT ON BED TAX COLLECTIONS.

BECAUSE OF THE PREPONDERANCE OF REVENUE THAT THEY GENERATE.

BUT I SEE MARRIOTT, SAWGRASS AND WORLD GOLF VILLAGE AND PONTE VEDRA AND CLUB GETTING DEVASTATED IF THERE ARE NO GROUP BUSINESS AND NO CORPORATE TRAVEL.

AND OTHER HOTELS OF THAT NATIONWIDE ARE SEEING 60-70 PERCENT DECLINES. SO I WOULD SUSPECT -- PONTE PONTE VEDRA INN CLUB WOULD POEBL HAVE THE LEAST IMPACT BECAUSE IT CAN BE BECOME MORE OF A TRANSIENT PROPERTY THAN THE OTHER TWO.

BUT I SEE THAT WE'RE GOING TO HAVE SEVERE IMPACT -- THEY'RE GOING TO HAVE SEVERE IMPACT WHICH WILL EQUATE TO LARGE DEDUCTIONS IN BED TAX COLLECTIONS FROM THOSE TWO PROPERTIES IS MY GUT FEELING WITHOUT KNOWING SPECIFICS.

>> AND THIS HAS GOT TO BE IMPACTING ALL OF OUR CULTURAL

ACTIVITIES TO IS IT NOT? >> SPEAKER: IT IS.

IT IS A VERY CONCERNING. IT IS A MUCH SMALLER IMPACT IN TERMS OF TOTAL DOLLARS BUT WE HAVE GRANTEES WHO ARE ALREADY CONTACTING US TRYING TO DECIDE IF THEY SHOULD CANCEL EVENTS.

AND I'M FEELING THAT I NEED SOME GUIDANCE FROM THE COUNTY ON, YOU KNOW, SHOULD WE BE RECOMMENDING THEY FOLLOW THE GUIDELINES IF WE'RE NOT SUPPOSED TO HAVE GATHERING OVER 50 PEEP FOREL THE NEXT EIGHT WEEKS THE EVENTS THAT ARE GRANT FUNDED THAT ARE HAPPENING IN APRIL AND EVEN INTO MAY THAT HAVE NOT YET BEEN CANCELLED YOU KNOW WHAT SHOULD WE DO.

THE CONCERNS I'M HEARING ARE PEOPLE SAYING, YOU KNOW, IF WE CANCEL ARE WE STILL GOING TO GET REIMBURSED.

AND THE MESSAGE I'VE REIMBURSE AS MUCH AS WE CAN. WE'RE GOING TO EXPECT YOU TO BEHAVE REASONABLY AND MITIGATE DAMAGES AS MUCH IF YOU CAN.

IF YOU KNOW YOU ARE CANCELLING, CANCEL ANYTHING THAT YOU CAN SO YOU DON'T HAVE TO SPEND MONEY ON IT.

I'M FEELING SHOULD WE BE EVEN MORE PROACTIVE THAN THAT.

SHOULD WE BE LOOKING AT, WE HAVE EVENT SCHEDULED I THINK NEXT WEEKEND THAT'S GRANT FUNDED. WE HAVE SEVERAL DURING APRIL THAT ARE PRETTY BIG EVENTS. DOES IT MAKE SENSE FOR THEM TO CONTINUE TO SPEND THE MONEY ADVERTISING AN EVENT THAT'S PROBABLY GOING TO BE CANCELLED? I FEEL THAT IT'S NOT REALLY MY POSITION TO TELL THEM THAT THEY HAVE TO DO THAT, BUT WOULD BE INTERESTED IN YOUR GUIDANCE AND PERHAPS TOMORROW THE BOARD OF COUNTY COMMISSIONERS MEETINGS WE'LL GET MORE.

OBVIOUSLY THIS IS HAVING A HUGE IMPACT ON THOSE ORGANIZATIONS.

SINCE THE GRANTS ONLY FUND HALF THE COST, YOU KNOW, SOMETHING LIKE THE CELTIC FESTIVAL WHERE THEY HAD INVESTED A LOT OF MONEY AND PROBABLY STILL HAVE OBLIGATIONS TO PAY PERFORMERS AND OTHER FOLKS, IT'S GOING TO BE HARD FOR SOME OF THESE ORGANIZATIONS TO RECOVER FROM NOT HOSTING THESE EVENTS.

>> CHAIRMAN BERENBERG: ALL THREE OF YOU NOW, YOU KNOW, I'M WONDERING IF THERE'S THOUGHTS ABOUT WHAT WE CAN DO THAT'S PROACTIVE? CAN WE -- IS THERE A WAY WE CAN ADDRESS THIS? WE'VE ASKED DIANA TO LEAD A WORKSHOP HERE BEFORE OUR NEXT MEETING BUT IS THIS MIGHT GET TO BE SUCH AN EMERGENCY THAT -- IS THERE ANYTHING WE OUGHT TO KNOW NOW THAT COULD BE HELPFUL. AND NUMBER TWO I GUESS WE COULD HAVE AN EMERGENCY MEETING IF WE NEED ONE.

>> SPEAKER: MY THOUGHT ON THE GANTEES IS IF WE COULD HAVE SUPPORT FROM THE COUNTY FOR A POSITION THAT IF YOU DECIDE PROACTIVELY TO CANCEL YOUR EVENT BECAUSE OF CONCERNS ABOUT COVID-19, WE'RE NOT GOING TO HOLD YOU TO HAVING TO SPEND 50 PERCENT OF YOUR GRANT MONEY ON MARKETING.

WE'D PREFER YOU NOT SPEND IT TO NEITHER YOU OR THE COUNTY PAYS FOR MONEY TO MARKET AN EVENT THAT IS NOT HAPPENING AND WE'LL STILL REIMBURSE YOU FOR MONEY YOU HAVE ALREADY SPENT THAT WAS REASONABLE IN CONNECTION WITH THE EVENT AS LONG AS YOU SHOW US

[03:00:04]

I THINK THAT WOULD GIVE SOME COMFORT.

I KNOW FOR A FACT BECAUSE I'VE SPOKEN TO A CUP OF THEM, THERE ARE ORGANIZATIONS BECAUSE THEY HAVEN'T BEEN TOLD THEY DON'T HAVE TO MEET THAT MARKETING SPEND TO GET REIMBURSED FOR THE OTHER HALF, EVEN THOUGH THEY PROBABLY WILL HAVE TO CANCEL, THEY'RE STILL SPENDING MONEY. AND SO, YOU KNOW, I THINK IT WOULD BE PRUDENT FOR SOMEONE AT THE COUNTY LEVEL TO MAKE THAT DECISION THAT WE CAN GIVE THEM THAT ADVICE.

>> CHAIRMAN BERENBERG: WELL LET'S STOP THIS RIGHT HERE FOR JUST A SECOND AND SEE DO WE WANT TO MAKE A RECOMMENDATION TO THE COMMISSION TOMORROW ON THAT SUBJECT?

>> BOARD MEMBER: YES. KIM CAN WE HAVE A MOTION? GO AHEAD, TOM. I WANT TO HEAR WHAT YOU HAVE TO

SAY. >> BOARD MEMBER: NO THANK YOU.

I'M GOOD. >> CHAIRMAN BERENBERG: OKAY.

CAN WE HAVE A MOTION ON THIS? >> BOARD MEMBER: MAY I RECOMMEND THAT WE GET ALL OF OUR IDEAS BECAUSE WE MAY HAVE TEN IDEAS AND I DON'T THINK IT'S APPROPRIATE TO MAKE A MOTION AND THEN REALIZE WE HAVE SIX OTHERS AND OH THAT MOTION'S MORE IMPORTANT THAN THOSE. I THINK WE SHOULD GET THE IDEAS OUT AND THEN VOTE ON THEM AT THE END.

BECAUSE YOU MAY SAY OH WELL WE JUST DID TWO BUT NOW I LIKE THIS ONE BETTER AND I WANT TO TAKE THE MONEY AWAY FROM THAT ONE BECAUSE I THINK THAT'S MORE IMPORTANT.

>> CHAIRMAN BERENBERG: THAT'S GOOD COUNSEL. LET'S KEEP THAT ONE IN MIND SO WE KNOW -- YOU KNOW GIVE SOME GUIDANCE NOW TO THE COMMISSIONERS TOMORROW. I THINK SOME OF THIS STUFF IS PRETTY EMERGENCY NOW. SO, GO ON.

I'M SORRY. >> SPEAKER: ANOTHER ISSUE THAT WE WILL FACE, THAT WE'LL LIKELY FACE IS TO HAVING TO POSTPONE GRANT WORKSHOPS. I'M STARTING TO WORK ON AN ONLINE SOLUTION FOR THAT BUT WE WILL BE CANCELLING THE WORKSHOPS THAT WERE SCHEDULED DURING THE MONTH OF MARCH.

AND I HOPE THAT THIS DOESN'T HAPPEN BUT I THINK WE JUST NEED TO KEEP IN MIND THAT WE MAY HAVE TO PUSH THE WHOLE GRANT SCHEDULE BACK A LITTLE BIT. THINK I THINK WE HAVE ROOM THAT WE CAN STILL GET THROUGH THE PROCESS IN TIME TO MATCH IT TO THE BUDGET AND THE FISCAL YEAR BUT JUST WANT EVERYBODY TO BE AWARE OF THAT. THAT IF WE HAVE TO CANCEL ALL THE IN-PERSON GRANT WORKSHOPS FOR LONGER THAN THE NEXT TWO OR THREE WEEKS WE MAY NEED TO APPLICATION DEADLINES AND THINGS

LIKE THAT. >> CHAIRMAN: RICHARD?

>> BOARD MEMBER: SO WE'VE ALREADY INSTITUTED SOME PROGRAMS AND THEN WE'RE GOING TO COME TO A BRANCH THAT WE WOULD LIKE YOUR INPUT ON. AND THAT WE'RE ALSO GOING TO TAKE TO OUR BOARD. FOR INSTANCE, WE HAVE ALREADY DIRECTED THE AGENCY TO STOP MARKETING IN DRY MARKETS.

WE DIDN'T HAVE A LOT OF MONEY THERE BECAUSE WE WERE MAINLY FOCUSED ON PRIMARY SOURCE MARKETS WHICH ARE DRY MARKETS.

BUT ANY -- DRIVE. BUT ANY OF THE DIGITAL THAT WAS TARGETING LARGER FLY MARKETS WE SAID LET'S DROP THAT AND PREPARE TO REALLOCATE THAT TO DRIVE MARKETS.

I SAY "PREPARE" BECAUSE WE'RE TRYING TO MAKE THE DECISION OF EXACTLY WHEN DO WE REALLOCATE AND WHEN DO WE COME OUT WITH MORE ROBUST ADVERTISING. SO, HERE'S THE AREA THAT WE ARE GOING TO BRING TO OUR ADVERTISING COMMITTEE AND OUR BOARD AND WOULD LIKE YOUR INPUT ON.

AND THAT IS, THERE ARE BASICALLY TWO OPTIONS.

ONE IS, STOP THE ADVERTISING AND FOCUS YOUR EARNED MEDIA, YOUR PUBLICITY TO INTERACT WITH THE COMMUNITY AND THE MEDIA TO REASSURE PEOPLE AND LET THEM KNOW -- CONTINUE TO LET THEM KNOW THAT THE FEATURES, OUR WEATHER, OUR BEACHES, THINGS THEY MIGHT LIKE ARE STILL HERE, ARE STILL AVAILABLE AND WE'RE STILL IN BUSINESS. BUT HOLD BACK THE ADVERTISING UNTIL SUCH TIME AS -- I'M GOING TO SAY THE COAST IS CLEAR.

I CAN'T TELL YOU EXACTLY WHAT THAT IS GOING TO BE, BUT I SUSPECT IT WILL BE WHEN WE START HEARING THAT PEOPLE ARE MORE COMFORTABLE WITH TRAVELING. THAT'S OPTION ONE.

OPTION TWO IS FOR US TO TAKE THE ADVER ADVERTISING. MUCH OF OUR MESSAGING IS ALREADY FOCUSED ON THE DESTINATION EXPERIENCES ARE LIKE THIS.

BUT WE DON'T WANT -- LIKE THIS MEANING TRAVEL INTRA-NATIONALLY, THE WONDERFUL THINGS WE HAVE THAT GIVE PEOPLE A LITTLE BIT OF COMFORT. THAT TRAVELING THE WAY THAT YOU WOULD TRAVEL HERE IS A LITTLE -- IS SAFER.

THE DANGER IN THAT IS WE DON'T WANT TO GET -- WE DON'T WANT TO ATTRACT THE DISPLEASURE OF THE COMMUNITY.

[03:05:02]

CREATE A NEGATIVE -- >> BOARD MEMBER: THAT IS A GOOD

LINE. >> SPEAKER: THAT CAN CREATE NEGATIVE WILL. SO IF WE CHOOSE THAT OPTION IT WOULD BE BECAUSE OUR STAKEHOLDERS SAY, NO, WE NEED THE MARKETING NOW. AND THEN WE WOULD HAVE TO BE VERY DELEGATE. SO, KNOW WE'VE ALREADY IN OUR SOCIAL MEDIA GONE TO THAT MORE FEATURE ORIENTED, MORE FRIENDLY, THIS IS WHAT'S GOING ON, WASN'T IT A LOVELY DAY YESTERDAY, HERE'S SOME PRETTY PICTURES. THE KINDS OF THINGS THAT MOVE PEOPLE BUT THAT ARE NOT OVERTLY, COME HERE NOW.

SO THOSE ARE KIND OF THE TWO APPROACHES THAT WE'RE GOING TO BE BRINGING BEFORE OTHERS AND WE WOULD LIKE YOUR INPUT ON.

>> BOARD MEMBER: I'LL GIVE YOU SOME FEEDBACK.

I'VE BEEN SITTING AT THE PHONES TALKING TO ALMOST EVERY PERSON WHO CALLS IN. I TALKED TO A LOT OF PEOPLE IN THE LAST FOUR OR FIVE DAYS. THE NUMBER ONE QUESTION IS, IS ST. AUGUSTINE STILL OPEN. IS THERE ANYTHING TO DO THERE.

AM I GOING TO DRIVE ALL THE WAY HERE AND FIND OUT THAT THERE'S

NOTHING TO DO. >> BOARD MEMBER: NO RESTAURANTS.

>> BOARD MEMBER: QUITE FRANKLY, EXCEPT FOR TODAY LEARNING THAT THE FORT AND I FOUND OUT ON SATURDAY THE LIGHTHOUSE CLOSED.

I HAVEN'T HEARD OF ANYTHING ELSE THAT HAS CLOSED IN TOWN.

I HAVEN'T HAD ANY GUESTS SAY TO ME, GEE, THERE'S NOTHING TO DO, IT'S JUST THE CONTRARY. PEOPLE ARE HAVING A GREAT TIME.

AND WE'VE HAD REALLY HAPPY CUSTOMERS THIS LAST WEEK.

AND PEOPLE ARE -- THEY'RE GLAD THEY WERE HERE.

SO THAT'S REALLY THE BIG THING. I AM MAKING RESERVATIONS -- I HAD A GUY FROM NEW YORK BOOK A RESERVATION TWO DAYS AGO FOR A WEEK. AND HE JUST WANTED TO MAKE SURE IF HE CAME DOWN HERE THERE WAS SOMETHING TO DO.

AND HE IS FLYING DOWN WITH HIS WIFE OUT -- HE WANTS TO GET OUT OF NEW YORK. AND WHAT IS ATTRACTING PEOPLE EVEN THOUGH IT'S NOT MEDICALLY PROVEN, IT APPEARS BASED ON LOOKING AT THE MAPS, 80 DEGREE WEATHER IS BETTER THAN 40 AND 50 DEGREE WEATHER. SO, PEOPLE PSYCHOLOGICALLY FEEL BETTER BEING WHERE IT'S WARMER. AND THERE'S A LOT OF PEOPLE FROM UP NORTH THAT WANT TO ESCAPE TO FLORIDA EVEN IF IT HAS NO

SCIENTIFIC PROOF. >> BOARD MEMBER: WELL THE

OUTDOORS TOO. >> BOARD MEMBER: AND ALL THAT AND THE OPEN SPACE. SO I THINK IF YOU ARE GOING TO DO ANY MESSAGING AND IT MAY ACTUALLY BE MORE WEBSITE RELATED, THAT IT TALKS ABOUT, YOU KNOW, SORT OF WHAT WE DO AFTER A HURRICANE. YES WE ACTUALLY ARE HERE.

IN SPITE OF THE PICTURES YOU SAW ON CNN.

>> CHAIRMAN BERENBERG: AND WE HAVE NO SUBWAY.

>> SPEAKER: ALL THE THINGS THAT WE USED TO COMPLAIN WE DON'T

HAVE ARE NOW POSITIVE. >> BOARD MEMBER: BUT I DON'T KNOW IF TOMORROW WHEN I COME IN AND I FIND OUT THAT SEVEN

RESTAURANTS ARE CLOSED. >> SPEAKER: SINCE WE'VE BEEN HER HERE --

>> SPEAKER: EXCUSE ME. COULD I PLEASE ASK EVERYONE TO SPEAK INTO YOUR MIC. OUR SOUND GUY IS HAVING A HARD TIME HEARING YOU. THANK YOU.

>> SPEAKER: THE FLAGLER TOURS HAS CLOSED AND THEY MAY BE CLOSING THEIR RETAIL STORE. SINCE WE'VE BEEN HERE THE GTM HAS ANNOUNCED THAT THE BEACHES WILL REMAIN OPEN AND THE DAM AND THE TRAILS. BUT THAT THE EDUCATION CENTER WILL BE CLOSED UNTIL THE MIDDLE OF APRIL.

AND ALL OF THEIR EVENTS HAVE BEEN CANCELLED.

OF COURSE, WE GOT THE PARKS THE COUNTY PARKS INFORMATION OVER

THE WEEKEND. >> CHAIRMAN BERENBERG: CHRISTINE, WHAT DO YOU HAVE CLOSING?

>> SPEAKER: I HAVEN'T HEARD ANY RESTAURANTS YET BUT WITH THE OTHER COUNTY LIMITING IT TO UNDER 50 PEOPLE I'M SURE THAT'S COMING HERE TOO.

[03:11:14]

>> SPEAKER: JUST TELLING THEM YOU'LL REHIRE THEM THREE MONTHS FROM NOW THAT DOESN'T HELP THEM REPAY THEIR MORTGAGE.

THERE'S A REAL PROBLEM WHEN SO MANY PEOPLE ARE LIVING FROM WORKING THESE EVENTS AN PERFORMING AT THEM, THEY'RE

GOING TO NEED SUPPORT. >> CHAIRMAN BERENBERG: TARA,

ANYTHING MORE? >> SPEAKER: I DON'T THINK SO.

AS WAS MENTIONED EARLIER WE HAVE A BOARD OF COMMISSIONERS MEETING TOMORROW AND WE EXPECT THE BOARD TO TAKE UP A DISCUSSION OF THIS.

SO I THINK IT IS CHANGING AND EVOLVING BUT CERTAINLY INTERNALLY IN THE COUNTY WE'RE TRYING TO BE MINDFUL OF ALL THESE THINGS AS I'M SURE BOTH OF OUR CITIES ARE AS WELL AND REALIZING THERE'S A DOMINO EFFECT TO ALL OF THIS STUFF AND THAT IT'S NOT A NOREEN OF THE DECISIONS TO BE MADE ARE EASY ONES AND WE REALIZE THERE'S A RIPPLE TO EVERY ONE OF THEM.

>> BOARD MEMBER: AND I THINK PART OF WHAT TARA JUST MENTIONED, HENRY DEAN HAD MENTIONED A FEW MINUTES AGO THAT TOMORROW THEY'RE GOING TO TAKE UP DISCUSSING MAKING FEMA TYPE LOANS AVAILABLE THERE WOULD BE ESY PROCESS TO GET SMALL

BUSINESS LOANS FAIRLY QUICKLY. >> SPEAKER: SO TOMORROW I THINK IT'S AGENDA ITEM 10 THE BOARD IS GOING TO DECIDE WHETHER OR NOT THEY'RE GOING TO DECLARE A STATE OF EMERGENCY FOR SGJ ST. JOHNS COUNTY AND ACTIVATION WHICH IS A PRE-REQUISITE FOR A LOT OF FEMA RESOURCES. I THINK AS WE WERE TALKING ABOUT THIS IS A DISASTER, THIS IS A DISASTER THAT WE'RE GOING THROUGH. AND THE DISASTER RECOVERY FOR US, FOR IST. JOHNS COUNTY TOSS LOOK AT THE FINANCIAL IMPACT OF OUR SMALL BUSINESSES AND TOURISM INDUSTRIES.

AND FEMA IS PUSHING OUT A FEW POTENTIAL GRANTS THAT COULD BE AVAILABLE FOR OUR TOURISTS TRI BUSINESSES AND SMALL BUSINESSES INCLUDING INDIVIDUAL ASSISTANCE AND THE LOANS THAT YOU WERE REFERENCING TO. IT'S NOT FINAL YET AND HAS NOT BEEN APPROVED ON THE FEDERAL LEVEL YET.

BUT THE PROCLAMATION OF THE STATE OF EMERGENCY IS GOING TO BE NECESSARY BUT THE STATE OF EMERGENCY IS GOING TO NECESSARY TO BECOME AVAILABLE IF WE CAN URGE SMALL BUSINESSES THEY'RE PROBABLY DOING THAT TO TRACK THE NEGATIVE IMPACT THIS HAS ON THEM, YOU KNOW HOW FEMA GOES AND HUD AND ALL THESE FEDERAL AGENCIES, THEY REQUIRE JUST PILES AND PILES OF PAPERWORK.

IF THEY HAVE A MEANINGFUL WAY TO TRACK THEM IT WILL HELP US TO

HELP THEM. >> BOARD MEMBER: IT'S GOING TO

[03:15:14]

THEN THERE WAS A LITTLE BIT OF RECOVERY IN OCTOBER.

BECAUSE I THINK THERE WAS A LOT OF GROUP BUSINESS ON THE COUNTY.

AND EVERYONE DID VERY WELL BECAUSE IT WAS TOO LATE FOR COMPANIES TO CANCEL THEIR MEETINGS.

BUT AS WE STARTED GOING FORWARD AND PEOPLE WERE SETTING THEIR BUDGETS FOR THE NEXT YEAR, WE SAW THE REAL IMPACT IN DECEMBER WITH REDUCTION IN CHRISTMAS TRAVEL AND JANUARY, FEBRUARY, MARCH, APRIL THE NEXT YEAR AT THE CORPORATE GROUPS JUST DIDN'T HAPPEN. NO ONE BOOKED A CONVENTION.

AND I'M SURE -- TOM, YOU WERE IN BOSTON AT THAT TIME? WHERE WERE YOU AT THAT TIME? MIAMI? DO YOU REMEMBER? CUSTOMER.

ANYHOW, IT WAS QUITE SIGNIFICANT.

AND I KNOW FOR -- I RAN 95 PERCENT IN 2008 IN MARCH AND IN 2009 I RAN 65 PERCENT. I THINK WE'LL COME OUT OF IT AT NIGHTS OF LIGHTS. BUT I THINK IT'S GOING TO BE A LONG HAUL BETWEEN NOW AND NIGHTS OF LIGHTS.

SO, WE'RE GOING TO HAVE TO DO A LOT OF THINGS TO BOOST THE ECONOMY. EVERYBODY'S GOING TO BE DOING THE SAME THING. EVERYONE IN ORLANDO I CHECKED ON SATURDAY AND I COULD STAY IN A FOUR-AND-A-HALF STAR HOTEL IN ORLANDO FOR SATURDAY NIGHT FOR $89.

THEN I CHECKED NEW YORK CITY AND I COULD STAY IN A FIVE STAR HOTEL IN DOWNTOWN MANHATTAN FOR $229.

WHICH IS LIKE UNHEARD OF. SO IT'S NOT US IT IS THE WHOLE UNITED STATES. THERE'S NO DEMAND.

SO, I DON'T KNOW HOW MUCH SPENDING A LOT OF EXTRA MARKETING DOLLARS WILL MOVE THE NEEDLE BECAUSE I KNOW IT DIDN'T HELP IN 2008. SPENDING EXTRA MARKETING DOLLARS. BECAUSE THE MARKET WASN'T THERE.

>> SPEAKER: WHAT SMITH TRAVEL REPORTED TO US TODAY, BASED ON THE TWO BLACK SWAN EVENTS OF THE RECESSION AND THEN 9/11, WAS THAT VERY CONSISTENTLY TRAVEL REBOUNDS.

AMERICANS INSIST ON THE ABILITY TO TRAVEL.

BUT WHAT BOTH OF THOSE EVENTS SHOWED WAS IT TAKES TWICE AS LONG TO RECOVER AS IT TAKES TO HIT THE BOTTOM OF WHATEVER METRIC YOU ARE LOOKING AT. WHETHER IT'S OCCUPANCY, ADR, REV-PAR. IT HIT THE TIME IT TAKES TO GO FROM WHERE IT IS BEFORE THE EVENT TO THE BOTTOM AND BEGIN CLIMBING, IT'S HALF THE TIME THAT IT TAKES FOR IT TO RECOVER.

SO, COUNT ON IT BEING LONGER. THE DIFFERENCE WITH THE RECESSION AS THEY POINTED OUT WAS AVAILABILITY OF MONEY.

AND PEOPLE -- AND THAT COULD HAVE BEEN -- IF THAT WAS EFFECTIVE WITH LOWER ADRS. WITH THE 9/11 EVENT, IT IS MORE LIKE THIS EVENT IN THAT THEY THERE WERE PRESCRIPTIONS AGAINST TRAVEL. ONE IS THE PLANES AREN'T FLYING YOU ARE OUT OF LUCK. TO COMING BACK TO HAVING COMFORT LEVEL WITH, YOU KNOW, TRAVELING AND FLYING.

SO, WE'RE MAYBE THIS EVENT MAY BE A LITTLE MORE LIKE 9/11 THAN LIKE THE RECESSION BUT IT'S CERTAINLY GOING TO SHARE QUALITIES OF BOTH. EITHER WAY IT'S GOING TO BE LOCKER GETTING OUT THAN IT WAS GETTING IN.

>> BOARD MEMBER: IN 2002 I AGGRESSIVELY TRIED TO BUY SOME HOTELS IN ORLANDO AND OVER THAT ENTIRE YEAR I COULDN'T FIND A SINGLE PROPERTY THAT WAS IN POSITIVE CASH FLOW.

THAT THE DEAL ACTUALLY MADE SENSE.

[03:20:02]

NOT TODAY BUT A MONTH AGO IF I OWNED THAT HOTEL I COULD SELL IT FOR $25 MILLION. AND IT WAS THAT UPSIDE DOWN.

I COULD NOT FIND A SINGLE PROPERTY -- AND I LOOKED AT PROBABLY 75 PROPERTIES -- I COULDN'T FIND A SINGLE PROPERTY IN 2002 THAT WAS POSITIVE CASH FLOW.

>> CHAIRMAN BERENBERG: WE'RE GOING TO SEE THAT AGAIN?

YEAH. >> BOARD MEMBER: SO IT IS AN INTERESTING THING. SO IT TOOK A WHILE.

BY 2004 IT WAS WILDLY SUCCESSFUL.

BUT 2002 AND THE EVENT HAPPENED OBVIOUSLY SEPTEMBER 11TH AND ALL OF 2002 THE ECONOMICS OF HOTELS WHAT ACTUALLY IS A REASONABLE PRICE LOOKING BACK. AND BUT THAT WAS THE REALITY OF IT. SO, WE'RE IN FOR A LONG, DRAMATICALLY CHALLENGING TIME. I'M NOT EXCITED ABOUT IT AS A PROPERTY OWNER. I DON'T THINK ANYONE IS EXCITED ABOUT IT. I HAVE A HUGE RESPONSIBILITY FOR MY STAFF AND EVERYONE ELSE DOES TOO.

SO IT'S KIND OF NOT SURE. BUT I DON'T THINK SPENDING A LOT OF MONEY. I IN FACT TODAY PAUSED ON MY DIGITAL MARKETING FOR THE REST OF THE MONTH BECAUSE I THINK IT'S JUST THROWING MONEY AGAINST PEOPLE WHO AREN'T EVEN LOOKING AT IT. SO I JUST TURNED IT OFF.

I HAVE NO IDEA IF IT'S THE RIGHT DECISION OR NOT BUT I FIGURED I'D SAVE THE DOLLARS AND REASSESS IT IN TWO WEEKS.

>> CHAIRMAN BERENBERG: YOU KNOW, I THINK THERE WAS A RAY OF HOPE HERE FROM YOU AND THAT WAS THAT FEMA AND THESE GRANTS THAT MAY BECOME AVAILABLE, MAY. BUT I THINK IT'S INCUMBENT ON US TO MAKE SURE OUR INDUSTRIES AND CULTURAL ACTIVITIES ARE AWARE THAT THEY MUST KEEP RECORDS. AND IF WE CAN GET THAT WORD OUT TO THEM SOMEHOW THAT IF YOU DON'T HAVE THE RECORDS YOU ARE CERTAINLY NOT GOING TO GET ANYTHING.

AND EVEN IF YOU DO HAVE THE RECORDS YOU MAY NOT GET ANYTHING. BUT AT LEAST THAT'S A RAY OF HOPE. RICHARD, YOU HAVE ASKED US A QUESTION OF WHAT YOU SHOULD DO. DOES ANYBODY HAVE ADVICE FOR

RICHARD? >> SPEAKER: WE'VE GOT A COUPLE OF OPTIONS. I'VE HEARD WHAT IRVING, HIS APPROACH IS. WHAT HE'D LIKE US TO DO IS OPTION ONE WHICH IS STOP SPENDING.

>> CHAIRMAN BERENBERG: THOUGHTS? CAN WE TELL RICHARD -- I DON'T KNOW. I JUST DON'T KNOW.

>> SPEAKER: AGREE. THAT'S NOT MY EXPERTISE.

>> BOARD MEMBER: ADVERTISING IS NOT MY EXPERTISE.

IT MAKES SENSE TO HAVE SOMETHING READY TO GO CERTAINLY.

BUT A SHIFT IN THE MESSAGING DEFINITELY MAKES A LOT OF SENSE FOR THE RIGHT TIME. BUT WHETHER THE INTERIM WE JUST MAINTAIN. A LOT OF PEOPLE ARE GOING TO BE HOME. PROBABLY A LOT MORE THAN NORMALLY BECAUSE THEY DON'T HAVE MUCH TO DO AND THEY KIDS WILL BE HOME. SO, THERE MIGHT BE AN OPPORTUNITY. BUT THAT'S REALLY A--

>> A LOT OF STREAMING TELEVISION. >>>GOT YOU.

>>>IT'S NOT ON YOU. IT'S ON MY TEAM. >> THE DOUBLEMINT TWINS.

YOU'RE OLD ENOUGH TO REMEMBER THE DOUBLE MINT TWINS. I DON'T THINK YOU CAN FIND DOUBLE MINT TODAY. THAT'S THE WARNING. IF WE DON'T HAVE SOME KIND OF CONSISTENT MESSAGE THAT KEEPS GOING OUT, EVEN THOUGH IT'S TAMPED DOWN FOR A WHILE WE RUN

THE RISK OF BEING FORGOTTEN, TOO. >> THE OTHER THING I WOULD ADD. THIS WEEKEND, ST. AUGUSTINE BEACH, IT LOOKED LIKE MEMORIAL DAY WEEKEND AND THE FOURTH OF JULY IT WAS INSANE. THERE ARE GOING TO BE STIR CRAZY PEOPLE, CONSISTENTLY, LOOKING FOR SOMETHING TO DO. THAT ALSO, I WANT TO SAY IT'S AN OPPORTUNITY BUT OBVIOUSLY, ALSO THERE'S SOME RISK THERE FOR THOSE ENGAGING IN IT.

BUT THERE WILL STILL BE A LOT OF PEOPLE LOOKING TO TRAVEL. I THINK THAT THE ANGLE OF THE

[03:25:03]

MESSAGING. >>>OKAY. I WOULD BE IN FAVOR OF ANSWERING CHRISTINE'S POINT ABOUT THE REQUIREMENT OF SPENDING 50% FOR EVENTS THAT AREN'T GOING HAPPEN TO RELIEVE YOU OF THAT RESPONSIBILITY IN SOME FASHION. I'M SURE YOU CAN APPLY.

I HEAR WHAT YOU'RE SAYING. HOW IN THE WORLD CAN WE MAKE THESE PEOPLE SPEND MONEY WHEN THEY KNOW THEIR EVENTS ARE CANCELED. AT THE SAME TIME, THEY DO NEED SOME REIMBURSEMENTS AND I THINK YOU HAVE THE CAPACITY, OBVIOUSLY, IN ANSWERING MY EARLIER QUESTION. YOU HAVE THE CAPACITY TO LOOK AT WHAT THEY ARE ASKING US TO REVERSE. I WOULD BE IN FAVOR OF SAYING TO THE COUNTY COMMISSIONERS.

>> I WANT TO JUMP IN REAL QUICK. I'M SORRY.

>> PLEASE JUMP IN. >> CURRENT GUIDELINES SAY, IF WE READ THE WORDS ON THE PAPER. THE GRANTS GUIDELINES SAY YOUR EVENT MUST TAKE PLACE IN ORDER FOR YOU TO GET EVEN A DOLLAR REIMBURSED. THAT IS WHAT IT ACTUALLY SAYS.

NOW WHEN WE HAVE BEEN TALKING, WHEN I'VE BEEN TALKING WITH OUR OTHER STAFF UP HERE AND OTHER STAFF NOT UP HERE, WE DON'T HAVE ANY FORMAL DIRECTION FROM ANYBODY AT THIS MOMENT.

HOWEVER, AS I SAID, THIS IS A FAST MOVING TARGET. WE HAVE LOTS OF REALLY MISSION CRITICAL THINGS AND H-C-H GRANTS, ALTHOUGH IMPORTANT AND A NICE CHUNK OF MONEY THEY DON'T MAKE THE UPPER ETCHELON OF EMERGENCY. IT'S A REASONABLE AND FAIR MESSAGE. YOU NEED TO ACT SPON BLI. WHAT IS WRITTEN IN BLACK AND WHITE IS THEY ARE NOT ELIGIBLE IF THEY DO NOT HAVE THEIR EVENT. IF WE LOOK AT REIMBURSEMENT IT'S SILLY TO HOLD ONTO WORDS ON THE PAGE SAYING 50% HAS TO BE USED FOR MARKETING.

WE WANT THEM TO ACT AS RESPONSIBLY AS POSSIBLE MOVING FORWARD.

IF THEY KNOW THEY ARE CANCELLING THEIR EVENT. IF THE CDC PUT OUT GUIDANCE OR PRESIDENT TRUMP SAID SOMETHING OR THEY ARE SCARED AND THINK THEY ARE GOING TO LOSE MONEY.

FOR SOME PERIOD OF TIME WE NEED THEM TO ACT AS RESPONSIBLE STEWARDS OF OUR DOLLARS.

EVERYBODY INSIDE THIS ROOM AND OUTSIDE THIS ROOM. THEY NEED TO ACT RESPONSIBLY ON THAT. WE ARE GOING TO WORK ON A CASE BY CASE SITUATION TO REIMBURSE AS WE CAN. I CAUTION AGAINST ANY SPECIFIC DETAILED DIRECTION BECAUSE WE HAVE 42 GRANT AWARDS THIS YEAR AND A HECK OF A LOT OF UNKNOWNS AT THIS MOMENT.

I THINK IF WE TELL THEM BE RESPONSIBLE STEWARDS. WE HAVE BRANCHED AWAY FROM THE WORDS ON THE PAGE. NOBODY IS GETTING A DOLLAR PERIOD AND WE NEED THEM TO BE RESPONSIBLE STEWARDS OF OUR DOLLARS AND TRUST, A LEVEL OF TRUST WE ARE GOING TO WORK WITH THEM TO THE GREATEST EXTENT POSSIBLE TO REIMBURSE THEM TO THE GREATEST EXTENT POSSIBLE.

>> WE NEED TO LOOK AT THEM AS A MACRO SENSE. THE ONES I SAW THIS MONTH LOST $5 MILLION IN REVENUE AND PROBABLY 250 PEOPLE, AT SOME POINT GET LAID OFF.

THEY HAVE AN OUTLAY OF $5 MILLION THAT CREATES PART OF THE BED TAX.

SO JUST LIKE THE GRANT PEOPLE THERE'S ANOTHER THING. WE HAVE TO BE VERY CAREFUL WHEN WE'RE LOOKING AT WITH THIS MONEY THAT WE HAVE ISOLATED THIS AREA. THOSE PEOPLE HAVE BEEN HIT HARD.

VERY, VERY HARD. BUT YOU PROBABLY HAVE IN THE HOTEL INDUSTRY FOR THIS MONTH EASY, I WOULD GUESS WE'RE GOING TO HAVE A LOSS OF $20 MILLION IN REVENUE FOR THE MARKET.

MAYBE THAT'S A LITTLE EXAGGERATED. MAYBE IT'S TEN MILLION BUT IT'S SOME DRAMATICALLY BIG NUMBER. I JUST KNOW WHAT THE NUMBER FOR MY SMALL PROPERTY.

I COULDN'T IMAGINE HOW LARGE IT IS FOR A PLACE LIKE WORLD VILLAGE THAT IS VIRTUALLY ALL CONVENTION RELATED OR SOME OF THE OTHER PROPERTIES. WHEN WE TALK ABOUT RESPONSIBILITY WITH BED TAX DOLLARS AND HELPING THE PERSON THAT'S HURT, THERE ISN'T A PERSON IN THE COUNTY THAT'S IN THE TOURISM BUSINESS THAT DIDN'T GET HAMMERED AND WHY THIS WEEKEND WAS GREAT NOW THAT NO ONE IS ALLOWED TO HAVE MORE THAN 50 PEOPLE.

AT LEAST IN JACKSONVILLE, BUT I SUSPECT IT'S COMING TO OUR COUNTY SHORTLY.

[03:30:06]

WE HAVE TO BE VERY CAREFUL WITH IT BECAUSE IT'S NOT FAIR. I KNOW THAT IT'S IN FRONT OF US BUT WE HAVE TO BE EXTREMELY FAIR AND EVERYONE IS HURTING. IT WILL BE JUST THE SAME THING.

THE CRUISE LINE INDUSTRY OR THE AIRLINE INDUSTRY GETS A BAILOUT AND THE HOTEL INDUSTRY DOESN'T.

BOTH OF THOSE NEED HELP BUT EVERYONE IS THERE OR THE RESTAURANT INDUSTRY OR MANY, MANY OTHERS THAT ARE IMPACTED. EVERYONE IS GOING TO START SCREAMING BLOODY BLUE MURDER.

WE HAVE TO BE CAREFUL. I THINK THE BEST THING TO DO IS ALLOW TARA.

SHE KNOWS HER JOB, TO DO THE SMART THING. IF WE'RE STARTING TO PUT OUT POLICIES AND RECOMMENDING THE COMMISSION TAKES A VOTE WE BETTER BE PREPARED TO GO TO EVERY HOTEL WHOSE HAVING ISSUES NOW AND ASK THEM NOT TO PAY THEIR BED TAX ON THE 20TH OF THIS MONTH BECAUSE THAT WOULD BE SOMETHING THAT THERE ARE GOING TO BE MANY PROPERTIES IN TOWN WHO ARE GOING TO STRUGGLE TO WRITE THAT CHECK. NEXT MONTH THEY MAY NOT BE ABLE TO WRITE THAT CHECK. THE RESTAURANT ASSOCIATION IN NEW YORK CITY HAS BEEN WORKING ON TRYING TO GET THE STATE OF NEW YORK TO WAIVE SALES TAX THIS YEAR, THIS MONTH, BECAUSE MOST RESTAURANTS DON'T BELIEVE THEY CAN COVER THE PAYMENTS FOR FEBRUARY'S ACTIVITY, WHICH VALENTINES DAY AND ALL THAT. THEY NOW HAVE TO PAY ON THE 20TH OF MARCH.

MOST RESTAURANTS DON'T HAVE THE CASH. THEY'LL HAVE TO PAY THEIR EMPLOYEES OR THEY CAN PAY THE STATE. THE NUMBERS ARE PRETTY SCARY.

THOSE ARE, THAT'S THE REALITY OF THE SMALL BUSINESS. I KNOW WE'RE LOOKING AT THAT, YOU KNOW, THE FESTIVAL IS PRYING ABOUT THAT. I THINK WE LOST A QUARTER OF A MILLION DOLLARS DONATED TO THE D-P-C. DID WE GET OUR BENEFIT FOR THAT?

>> AGAIN, NOT QUITE THE UPPER ECHELON. WE'RE GOING TO GET TO ALL THESE

THINGS. >> WHAT I'M SAYING IS FS MORE DRAMATIC.

WE DIDN'T GET THE BENEFIT OF THE QUARTER OF A MILLION DOLLARS WE GAVE THE D-D-C THIS YEAR.

>> IT SEEMS TO ME, PERHAPS, WHATEVER REMEDY IS FASHIONED FOR THOSE EVENTS THAT GET CANCELED THE BEST TIME TO DO THAT WOULD BE FURTHER DOWN THE ROAD AFTER WE GET A FEEL FOR HOW MANY ARE

ACTUALLY CANCELED, AS A RESULT. >> I THINK THE TAKE HOME MESSAGE TO EVERYBODY WHO HAS A GRANT IS WE NEED THEM TO BE GOOD STEWARDS OF THE DOLLARS. IF WE GIVE THEM ONE THERE ARE A WE'VE ALREADY BRANCHED A AWAY FROM THE CONTRACT. THEY NEED TO JUST BE GOOD STEWARDS OF THE DOLLARS AND WE'LL ASK FOR THEM TO SHOW US HOW THEY DID THAT AND TAKE EACH GRANT REIMBURSEMENTS ON CASE BY CASE AND NOT BLANKET STATEMENTS. OUR REENACTMENT EVENTS ARE DIFFERENT THAN THE LARGE EVENTS LIKE THE CELTIC FESTIVAL. WE'LL LOOK AT THEM ONE BY ONE AND TRY TO USE SOME LEVEL OF GUIDELINES BUT WE'RE NOT QUIET THERE YET.

WE DON'T KNOW WHAT THIS LOOKS LIKE PASSED A COUPLE OF WEEKS. >> DO I UNDERSTAND YOU'RE SAYING EVEN THOUGH IT IS WRITTEN NO EVENT, NO MONEY, THAT CAN BE WORKED WITH?

>> WHAT I'M SAYING IS IT SAYS NO EVENT, NO MONEY. IF YOU ARE LOOKING AT NEEDLESSLY, SO IF A GRANTEE IS LOOKING AT NEEDLESSLY SPENDING ADDITIONAL DOLLARS TO GET TO THE 50% BENCHMARK THAT IS A GOOFY ACT AND MAKES NO SENSE. I BELIEVE THAT WHEN WE GET TO THE POINT TO WHERE WE ARE STARTING TO GET THESE REIMBURSEMENT REQUESTS, TYPICALLY, THERE IS NO LENIENCY OR WIGGLE ROOM. HOWEVER, THIS IS AN EXTENUATING CIRCUMSTANCE EVERYONE SEEMS TO RECOGNIZE IT IS AN EXTENUATING CIRCUMSTANCE AND LIKELY TAKE ADDITIONAL ACTION BY THE BOARD OF COUNTY COMMISSIONERS. HOWEVER, IMAGE THERE IS GOING TO

BE SOME LEVEL OF LENIENCY MOVING FORWARD. >> CAN YOU WORK WITH THAT?

>> YES. I THINK THAT'S THE MESSAGE I CAN EASILY DELIVER.

BUT THE CONTRACT SAYS NO EVENT NO MONEY SO YOU NEED TO BE RESPONSIBLE ABOUT HOW YOU SPEND YOUR MONEY. THAT SHOULD ENCOURAGE THEM NOT TO SPEND MONEY ON ANYTHING FOR

AN EVENT THEY ARE NOT GOING TO HOST. >> DESPERATE TIME.

>> OKAY. I THINK WE'VE GONE ABOUT AS FAR AS WE CAN HERE.

[03:35:05]

CLEARLY AN ADVISORY CAPACITY. >> SINCE THIS IS QUICK MOVING, IF AND WHEN BIG PIECE OF INFORMATION COME UP WE'LL PUSH THEM OUT THROUGH E-MAILS AND THROUGH OUR LIST SERVES AND

SOCIAL MEDIA AND KEEP EVERYBODY UP TO DATE AS BEST WE CAN. >> THAT'S VERY IMPORTANT TO

[Item 13]

US. THANK YOU. >>>MONTHLY REPORTS.

YOU HAVE THEM IN YOUR BINDER. IT'S IN KEEPING WITH WHAT WE USUALLY DO.

IF YOU WOULD LIKE I BELIEVE RICHARD GAVE US EXECUTIVE SUMMARY SLIDES TO GO THROUGH BEFORE YOU REVIEW THEM AT YOUR LEELE LEE SURE. IT'S LATE LET'S LOOK AT THEM.

>> ON OUR OWN. >> OKAY. COMMENTS.

>> I THINK THE CHAIR SAID WE WOULD LOOK AT THEM ON OUR OWN. >> THE NEXT ITEM IS MEMBER

[Item 14]

COMMENTS. >> MEMBER COMMENTS. TOMMY HAD TO LEAVE US.

>> I DON'T HAVE ANY MEMBER COMMENTS. OTHER THAN I DID RECEIVE AN ALERT ON MY WATCH THAT THE PRESIDENT DID ANNOUNCE NEW GUIDELINE INCLUDING THE 10% OR

LESS GATHERING WHILE WE WERE HERE THIS THIS MEEING. >> SO WE HAVE TO LEAVE.

WE HAVE TOO MANY. >> TEN PEOPLE OR LESS FOR THE NEXT 15 DAYS.

ALL SCHOOLS BE CLOSED ACROSS THE COUNTRY. I DO THINK IT'S RAPIDLY GETTING

TO THAT CRITICAL POINT. >> IRVING. >> I THINK IN SPITE OF ALL THE DOOM AND GLOOM IN ALL, IT'LL ALL WORK OUT. IT'S GOING TO BE A HARD TIME.

I WANTED TO, REGINA, SING TO YOU BUT WHEN YOU WERE GIVING THE SUNSHINE ALL I COULD THINK OF IS

THE SUN WILL COME OUT TOMORROW. >> JUST THANKS TO THIS STAFF.

STAFF AND RICHARD AND CHRISTINA, ALL OF US, THESE ARE VERY TOUGH TIMES AND ANYTHING THAT WE CAN DO TO BE HELPFUL PLEASE REACH OUT. THANK YOU.

>> TARA A SPECIAL THANKS TO YOU AND YOUR STAFF. THIS MUST BE A NIGHTMARE FOR YOU AS MUCH AS IT IS FOR ALL OF US. MAYBE MORE FOR YOU. THANK YOU.

>> IT'S A LEARNING EXPERIENCE. YOU'RE WELCOME.

>>>I HOPE WE'LL LEARN BY THIS EXPERIENCE. I DON'T KNOW WHAT WE CAN DO ABOUT VIRUSES BUT WE OUGHT TO DO SOMETHING. THANK YOU.

>>>MOVE TO ADJOURN? >> THE NEXT MEETING IS JUNE 15TH.

[Items 15 & 16]

WE WILL BE SENDING OUT INFORMATION FOR THAT, AS WELL. >>>THANK YOU.

>>>A SECOND. >>>ALL IN FAVO

* This transcript was compiled from uncorrected Closed Captioning.