Tourist Development Council Regular Meeting AGENDA Monday, June 16, :30 p.m. St. Johns County Auditorium, 500 San Sebastian View

Transcription

1 Tourist Development Council Regular Meeting AGENDA Monday, June 16, :30 p.m. St. Johns County Auditorium, 500 San Sebastian View 1. CALL TO ORDER Irving Kass, Chairman 2. PLEDGE OF ALLEGIANCE 3. ROLL CALL Dena Masters 4. APPROVAL OF AGENDA (Action Required) 5. APPROVAL OF MINUTES (Action Required) -Regular Meeting January 27, Special Meeting February 13, Regular Meeting March 17, ADMINISTRATION & SPECIAL USES Glenn Hastings a. VCB/SJCC Tourism Agreement Update/Discussion (Action) b. FY2015 Proposed Budget (Information Only) 7. ARTS, CULTURAL AND HERITAGE CATEGORY a. ACH 2015 Funding Program Update David Rice (Information Only) b. Arts, Culture Heritage Marketing Campaign Update Shepherd Agency (Information Only) 8. LEISURE & RECREATION CATEGORY Wil Smith a. Funding Request from Ancient City Game Fish Assoc. - $10,000 Ancient City Game Fish Kingfish Challenge (Action Required) b. Update on St. Johns County Pier - Billy Zeits (Information Only) 9. REPORTS (Information Only) a. VCB Report b. Monthly Financials 10. PUBLIC COMMENTS (3 minutes per speaker) 11. COMMENTS BY MEMBERS 12. ADJOURN

2 TDC Regular Meeting June 16, 2014 Agenda Item 5 Approval of Minutes (Action Required) a. January 27, 2014 Regular Meeting b. February 13, 2014 Special Meeting c. March 17, 2014 Regular Meeting

3 MINUTES OF MEETING TOURIST DEVELOPMENT COUNCIL ST. JOHNS COUNTY, FLORIDA JANUARY 27, 2014 (1:30 P.M.) Proceedings of a regular meeting of the Tourist Development Council of St. Johns County, Florida, held in the auditorium at the County Administration Building, 500 San Sebastian View, St. Augustine, Florida. Present: Bill Hughes, Chair Irving Kass, Vice Chair Jay Morris, BCC Representative Andrea Samuels, City of St. Augustine Beach Representative Scott Bartosch, District 3 Fred E. Cozby, District 4 Jack Peter, District 4 Natasha Lirette, Deputy Clerk Also present: Glenn Hastings, TDC Executive Director; Dena Masters; and Patrick McCormack, County Attorney Absent: Joseph Boles, City of St. Augustine Representative (01/27/ :30 p.m.) 1. CALL TO ORDER Hughes called the meeting to order. (01/27/ :30 p.m.) 2. PLEDGE OF ALLEGIANCE Hughes led the Pledge of Allegiance. (01/27/ :31 p.m.) 3. ROLL CALL Masters called the roll. All committee members were present, with Joe Boles absent. (01/27/ :31 p.m.) 4. APPROVAL OF AGENDA Motion by Samuels, seconded by Kass, carried 7/0 with Boles absent, to approve the Agenda, as submitted. (1:32 p.m.) Ed Slavin, P.O. Box 3084, spoke on proper Sunshine Law notice and suggested that the Council not take action at the meeting. (1:34 p.m.) McCormack spoke on the technical requirements of the Sunshine Law and stated that the January 27, 2014, Tourist Development Council (TDC) regular meeting was properly noticed. 01/27/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 1

4 (01/27/ :35 p.m.) 5. ELECTION OF TDC CHAIRMAN AND VICE CHAIRMAN CALENDAR YEAR 2014 McCormack reviewed the procedures for electing the new chair and vice chair. A. Nomination/Election of Chairman (1:36 p.m.) Bartosch and Cozby nominated Kass for chair. There were no other nominations. (1:36 p.m.) Motion by Bartosch, seconded by Cozby, carried 7/0 with Boles absent, to elect Irving Kass as chair of the Tourist Development Council (TDC). B. Nomination/Election of Vice Chairman (1:38 p.m.) Samuels nominated Cozby for vice chair, and Peter, Hughes, Kass, Cozby, and Bartosh nominated Samuels for vice chair. (1:39 p.m.) Cozby declined the vice chair nomination, to which, Samuels then withdrew her nomination for Cozby. (1:39 p.m.) Motion by Kass, seconded by Cozby, carried 7/0 with Boles absent, to elect Andrea Samuels as vice chair of the Tourist Development Council (TDC). (01/27/ :40 p.m.) 6. APPROVAL OF MINUTES Motion by Hughes, seconded by Morris, carried 7/0 with Boles absent, to approve the minutes for the October 21, 2013, and the minutes for the December 2, 2013, meeting as submitted. (01/27/ :41 p.m.) 7. PUBLIC COMMENT (1:41 p.m.) Ed Slavin, P.O. Box 3084, congratulated Kass and Samuels on their election, and he spoke on achieving goals. (1:45 p.m.) BJ Kalaidi, 8 Newcomb Street, suggested that the St. Johns County Advisory Board members obtain a copy of Case No from the St. Augustine Police Department, before the approval of Item 10B. (01/27/ :46 p.m.) 8. ADMINISTRATION AND SPECIAL USES A. TDC Member Appointment Hastings reviewed the Tourist Development Council (TDC) seat vacancy, Exhibit A. (1:47 p.m.) Motion by Bartosch, seconded by Kass, carried 7/0 with Boles absent, to recommend approval of Tom Manno to the Tourist Development Council. 01/27/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 2

5 B. FP Bylaw Changes (1:48 p.m.) Hastings gave an update on the Board of County Commission (BCC) action update on the Funding Panel Bylaws, Exhibit A. (1:50 p.m.) Discussion ensued on the removal from membership in the absent of any member/excused and unexcused absences. C. VCB/SJCC Evaluations (1:52 p.m.) Hastings gave an overview of the Fall/FY 2013 Visitors & Convention Bureau (VCB) evaluation, Exhibit A. (1:54 p.m.) Discussion ensued on how to proceed with the item. (1:56 p.m.) Hastings noted that Council members were provided a copy of the Visitors & Convention Bureau (VCB) annual report, Exhibit B. (1:58 p.m.) Ed Slavin, P.O. Box 3084, spoke on inadequate public notice of the January 27, 2014, Tourist Development Council (TDC) meeting. (2:01 p.m.) Motion by Peter, seconded by Samuels, carried 7/0 with Boles absent, to accept the Visitors & Convention Bureau evaluation, as drafted. (2:02 p.m.) Hastings reviewed the Fall/FY 2013 St. Johns Cultural Council s (SJCC) evaluation. (2:04 p.m.) Ed Slavin, P.O. Box 3084, spoke on inadequate public notice of the January 27, 2014, Tourist Development Council (TDC) meeting. Hughes requested that McCormack respond on public notice requirements for the January 27, 2014, TDC meeting. (2:06 p.m.) Discussion ensued on the St. Johns Cultural Counsil s periodic evaluations. (2:10 p.m.) Motion by Bartosch, seconded by Samuels, carried 7/0 with Boles absent, to accept the Visitors & Convention Bureau evaluation, as drafted. (2:10 p.m.) Discussion ensued on submitting evaluations to the Council. (2:12 p.m.) Bartosch recommended that a draft evaluation be submitted, prior to coming before the Council for approval. Consensus was given. D. TDC Annual Report to BCC (2:14 p.m.) Hastings noted that a presentation on the Tourism Annual Report would be presented to the Board of County Commission (BCC) on February 4, 2014, Exhibit A. E TDC Calendar (01/27/ :19 p.m.) 9. ARTS, CULTURAL AND HERITAGE CATEGORY A. ACH 2015 Program Andy Witt, Director of the Arts, Cultural and Heritage (ACH) Council, gave a presentation on the ACH 2015 Program, Exhibit A. He reviewed the proposed funding categories, including Product Development, ACH Annual Ongoing Programs and Events, Enhancement Program/Event, Reenactments and Historic Events, and ACH Organizations That Own/Operate Physical Facilities. He also reviewed conditions of matching funds, and miscellaneous submission directions. He highlighted peak periods, mandatory grant workshops, fiscal sponsorship, funding of proposals, and application score sheets. 01/27/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 3

6 (2:34 p.m.) Bartosch recommended making the FY 2015 Arts, Cultural and Heritage Budget Detail Form First Event, page 8 of the 2015 Arts, Cultural and Heritage Funding Program Application; discussion ensued on posting to the web. Bartosch also recommended adding program service revenue and program services to the definition page or changing the term; discussion ensued on the application. (2:42 p.m.) Discussion ensued, between Samuels and Witt, on the new proposed funding category: ACH Organizations That Own/Operate Physical Facilities. (2:49 p.m.) Witt reviewed the draft application. (2:51 p.m.) Discussion ensued on the budget process and on scoring rubric. (3:08 p.m.) Hastings suggested holding a special meeting in February on the ACH 2015 Program. (3:10 p.m.) Ed Slavin, P.O. Box 3084, spoke on the new proposed Product Development Category, Pope Francis visiting St. Augustine, and on civil rights. (3:14 p.m.) Albert Syeles, 83 Bridge Street, spoke on the scoring rubric. (01/27/ :16 p.m.) 10. LEISURE AND RECREATION Billy Zeits, Beach Operations Superintendent, gave an overview of the requests, Exhibit A. Discussion ensued on the Velofest funding request. (3:19 p.m.) BJ Kalaidi, 8 Newcomb Street, spoke in opposition of the Velofest funding request and on a police report that was filed at a prior Velofest. (3:23 p.m.) Discussion ensued on the Murray Brothers Caddyshack funding request and on the Bike Florida, Inc., funding request. (3:26 p.m.) Peter questioned McCormack on dissenting from the Murray Brothers Caddyshack funding request. A. Funding Request from USPTA-FL - $2, ND Annual Beach Paddle Tennis Championship (3:28 p.m.) Motion by Hughes, seconded by Kass, carried 7/0 with Boles absent, to recommend approval of the funding request, in the amount of $2,500, for the USPTA- FL 42nd Annual Beach Paddle Tennis Championship. B. Funding Request from Velofest - $5,000 - Velofest (3:28 p.m.) Motion by Hughes, seconded by Bartosch, carried 7/0 with Boles absent, to recommend approval of the Velofest funding request, in the amount of $3,000, instead of the requested $5,000. C. Funding Request from Bike Florida, INC., - $3, Magical History Tour (3:29 p.m.) Motion by Hughes, seconded by Kass, carried 7/0 with Boles absent, to recommend approval of the funding request, in the amount of $3,000, for the Bike Florida, Inc., 20 Magical History Tour. 01/27/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 4

7 D. Funding Request from Murray Brothers Caddyshack - $5,000 Charity Golf Tournament (3:29 p.m.) Motion by Hughes, seconded by Kass, carried 6/1 with Boles absent and Peter dissenting, to recommend approval of the funding request, in the amount of $5,000, for the Murray Brothers Caddyshack Charity Golf Tournament. (3:30 p.m.) Peter left the meeting. (01/27/ :30 p.m.) 11. REPORTS A. Year-end Visitor Estimates/Expenditures/Visitor Profile Hastings gave a presentation, Exhibit A. He reviewed the 2013 visitor related expenditures; discussion ensued on restaurant gross and job growth. B. VCB Report (3:39 p.m.) Richard Goldman, Executive Director, Visitors & Convention Bureau (VCB), gave a presentation, Exhibit A. He reviewed the Smith Travel Research report for December 2013, bed tax collections, website dashboard information, VIC visitation report for December 2013, social media, the sales measurement summary, the communications measures summary, and Florida s First Coast of Golf report for December He also reviewed promotions, including the 450 th program Journey: 450 Years of the African-American Experience, Exhibit B; executive director s comments, including miscellaneous efforts on upcoming hotels and Frontier Airlines. Discussion ensued on the St. Augustine Distillery Company and Children s Museum of St. Johns and the St. Augustine Aquarium (3:59 p.m.) Ed Slavin, P.O. Box 3084, spoke on promoting/advertising the Journey Exhibit. He also spoke on pursuing the American Reunion and the National Park and Seashore ideas, and inviting the Pope to the 450 th birthday celebration in C. ACH Report (4:02 p.m.) Andy Witt, Director of the Arts, Cultural and Heritage (ACH) Council, reviewed the ACH monthly report, including the digital branding campaign and media clippings. D. Monthly Financials (4:09 p.m.) Hastings stated the next TDC Regular meeting would be on March 17, (01/27/ :08 p.m.) 12. COMMENTS BY MEMBERS Bartosch and Cozby thanked Hughes for his leadership as chair and congratulated Kass and Samuels on their chair and vice chair nominations. (4:08 p.m.) Kass thanked Hughes for his leadership as chair. (4:08 p.m.) Hughes expressed his appreciation to the staff, TDC Council and members of the public for their support, during his time as chair. He also congratulated Kass on his nomination. 01/27/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 5

8 (01/27/ :10 p.m.) 13. ADJOURN With there being no further business to come before the Council, the meeting adjourned at 4:12 p.m. Approved, 2014 TOURIST DEVELOPMENT COUNCIL OF ST. JOHNS COUNTY, FLORIDA By: Irving Kass, Chair ATTEST: CHERYL STRICKLAND, CLERK By: Deputy Clerk 01/27/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 6

9 MINUTES OF MEETING TOURIST DEVELOPMENT COUNCIL ST. JOHNS COUNTY, FLORIDA FEBRUARY 13, 2014 (1:30 P.M.) Proceedings of a special meeting of the Tourist Development Council of St. Johns County, Florida, held in the auditorium at the County Administration Building, 500 San Sebastian View, St. Augustine, Florida. Present: Irving Kass, Chairman Andrea Samuels, Vice Chair Jay Morris, BCC Representative Joseph Boles, City of St. Augustine Representative Scott Bartosch, District 3 Bill Hughes, District 4 Tom Manno, District 4 Pam Halterman, Deputy Clerk Also present: Glenn Hastings, TDC Executive Director; Dena Masters, TDC; and Patrick McCormack, County Attorney Absent: Jack Peter and Fred Cozby (02/13/ :35 p.m.) 1. CALL TO ORDER Kass called the meeting to order. (02/13/ :35 p.m.) 2. PLEDGE OF ALLEGIANCE Samuels led the Pledge of Allegiance. Kass welcomed the newest TDC member, Tom Manno. (02/13/ :36 p.m.) 3. ROLL CALL Masters called the roll. All committee members were present, with Jack Peter and Fred Cozby absent. (02/13/ :37 p.m.) 4. PUBLIC COMMENTS There were none. (02/13/ :38 p.m.) 5. APPROVAL OF AGENDA Hastings explained that the meeting would begin with Andy Witt s presentation of revisions to the guidelines. He pointed out that the amended agenda needed to be approved and accepted by the Council. He noted the additional documents submitted involved communications received in regards to the proposed changes. 02/13/14 TOURIST DEVELOPMENT COUNCIL SPECIAL MEETING Page 1

10 (1:38 p.m.) Motion by Bartosch, seconded by Samuels, carried 7/0, with Peter and Cozby absent, to approve the Agenda, as amended. (02/13/14-2 1:39 p.m.) 6. FY2015 ARTS, CULTURAL AND HERITAGE FUNDING PROGRAM a. Review/Discuss Proposed Guidelines b. Review/Discuss Proposal Application c. Review/Discuss Program Event Budget Detail d. Review/Discuss Scoring Rubric e. Recommend Administrative Procedural Changes f. Public Comment Witt offered a summary of the proposed revisions to the guidelines. He noted numerous changes to the points system element that the ACH Panel utilized during their review of grant funding applications. He reviewed components of the guidelines such as rearranging text to clarify categories, outside events, peak and non-peak times, bank account requirement, non-ach applicant eligibility, ACH Facilities category, Product Development category, partnerships and collaborations definition, and new named categories. He suggested that the enhancement and reenactment category events should be free and open to the public. He stated that each applicant should have some financial responsibility to support their programing by matching funds if using taxpayer funds. He explained that the funding was specific for the event and not the organization. (1:59 p.m.) In response to Witt s comment, McCormack advised that Category 5 uses included: an activity, a service venue, or event; however, the contract between St. Johns County and the Cultural Council provided that the Cultural Council would develop art and culture grant application guidelines, policies, and procedures. Therefore, he noted that the funding should not be considered gift money, but money or funds that require action and performance standards to be completed by the applicants. He advised that the Council use the language grant, because the same language was in the contract. (2:01 p.m.) Kass asked Witt to review only those particular items that need discussion. He asked Witt if he would agree with using the word grant, which Witt agreed would be best. Witt continued to review his presentation to the Council. He explained that an issue existed with the level of in-kind match per category. He noted the changes to the score sheet for the Council. (2:08 p.m.) Hastings noted that he would review specific issues with the Council. He said the discussion would include elements of economic overnight stays. Discussion ensued between Witt, Hastings, and the Council regarding language in the guidelines. (2:11 p.m.) McCormack spoke on the artistic and administrative growth language and how to handle the language change. Morris asked for clarification on adding workers to organizations that apply for grant funding, which Witt affirmed that they were not asking businesses to increase their payrolls by hiring employees. Boles suggested that expertise be provided to an organization from the ACH. (2:15 p.m.) Hastings reviewed the Other Requirements category. He talked about the mission statement for non-ach organizations. In response to Witt s comment about event proceeds, Samuels voiced that she would not agree to financially punish an 02/13/14 TOURIST DEVELOPMENT COUNCIL SPECIAL MEETING Page 2

11 organization that encouraged tourism. Boles pointed out that the Rhythm and Ribs event did not receive grant funds. Although the event brought people to the county, he said all proceeds from that event left the county with the traveling group that held the event. In response to an inquiry from Kass, Hastings commented that the Florida Statute suggested tourism generating incentives were to bring people into the county from out-of-town. Samuels directed attention to Section N, part 2, of Florida Statute and said the support should go to the event and not the organization. Bartosch stated that he would like the element removed; however, return on investment figures should be provided by the organizations or funding would not be provided for their events. Kass agreed that a consequence for organizations should be implemented for not complying with the requirements of grant funding. Boles noted that the requirement for verification of return on investment had always been in the guidelines. Discussion ensued in regards to methodology. Witt noted that requirement responsibility should be placed on the organization. Discussion followed about how to count attendees at events. (2:36 p.m.) Kass questioned whether the ACH held applicants accountable. Samuels noted that the discussion involved whether to remove Sections C and D from the guidelines. Kass asked the Council to consider consensus on each proposed change to the guidelines. Consensus was given to allow all applicants to apply to all categories. Hastings directed attention to page 5, under proposal categories, product development, and additional program definitions, and specified that only one proposal per category would be accepted. Witt pointed out that each event needed to be processed as a single application. Bartosch spoke on how his company handled the application process for funding, which included separate budgets for each event. Hughes noted that the maximum amount of funding would be $40,000 for that category. Discussion ensued concerning event applications. Hastings reiterated that the three items for review include: peak or non-peak, individual event budgets, and matching funds. (2:52 p.m.) Hastings noted the following guideline language: TDC may consider a funding request other than those described below and may exceed published funding levels, and he noted that the language had been included in the guidelines for many years. Boles voiced that he would like to retain the TDC language voiced by Hastings. Consensus was given to retain the language already in the guidelines. (2:56 p.m.) Hastings noted the following guideline language: Exceptional performances of less than six hours may be considered. Qualifications for the exception will be determined by the Funding Panel based on the quality, stature, uniqueness, and popularity of the performers. He asked if the Council wanted to empower the Funding Panel with the determination on the exceptional performances of less than six hours. Consensus was given to retain the language concerning the six hours. (2:58 p.m.) Hastings directed attention to pages 6 and 7 of the guidelines and offered a history of the Enhancement Program. Hastings asked whether the free of charge/low charge events language should remain in the guidelines. He voiced that he recommended the no or low charge admission element of the guidelines be retained. Witt stated that if an organization charged for their event and created a revenue stream, then the organization could apply for the Annual Funding category. Hastings pointed out that the dispute was not the free charge, but the one to one match requirement. Samuels suggested that the issue involved the one-to-one match, because of the lack of income being generated in a free or low charge event. Witt noted that in-kind opportunities existed to help with the one-to-one match requirement. Boles voiced that he would like to retain the free of charge element, but eliminate the one to one match. Consensus was given to remove the one-to-one match element in the guideline language. 02/13/14 TOURIST DEVELOPMENT COUNCIL SPECIAL MEETING Page 3

12 (3:14 p.m.) Hastings directed attention to page 7, Re-enactments and Historic Events category, which specified that at least 50% of the contract award must be allocated to promotion of the event. Witt pointed out that up to 25% may be allocated to in-market or in-county promotion through the lodging industry. (3:16 p.m.) Hastings noted that staff was handling the occupancy by zip code; however, occupancy data for Ponte Vedra continued to be worked on. He stated that staff was also revising the interim and final report forms and procedures. (3:17 p.m.) Kass asked members to voice any other concerns they might have on the guidelines. Hastings affirmed that staff would continue reviewing the guidelines. Witt added that organizations must know that their business books were subject to an audit. (3:18 p.m.) In response to Kass asking if any member had other concerns; Bartosch questioned whether Witt could guarantee that someone would use the electronic application program prior to it being available by the public. Witt affirmed that to be correct. (3:19 p.m.) Hughes left the meeting. Witt pointed out that the program would be on two websites; the TDC and the Cultural Council. Bartosch questioned why the program needed to be on two websites. Witt stated that the program application would only be on the Cultural Council website; whereas, the TDC website would be informational. Manno asked Hastings and Witt to speak on the peak and non-peak element of the guidelines. (3:24 p.m.) Samuels directed attention to page 5, Re-enactments, and asked about the scoring criteria in regards to lodging partners. Witt stated that the terminology and definition on scoring could be reviewed. Samuels suggested that the language venue needed definition. (3:29 p.m.) Morris left the meeting. Discussion ensued regarding holidays, peak and non-peak times, social media, metrics, and continuing review of the guidelines. (3:40 p.m.) Public comments: Conrad Matt, 3505 Lone Wolf Trail, Historic Florida Militia, spoke on city ordinances, ticket purchase with third party venue, Changing of the Guard, and the battle event. Maureen Mitchell, 35 Atlantic Ave, voiced that her concerns had been addressed by the Council. Albert Syeles, 83 Bridge Street, Romanza, spoke on the importance of language, the need for thorough review of the guidelines contrary to the intent of Florida Statute, product development, matching funds, and increasing civil performing arts. Eva Doolittle, EMMA Concert Series President, spoke on funding eligibility of non- ACH organizations and business sponsorship. (3:51 p.m.) McCormack reviewed the proposed changes to the guideline language: 1) Chapter 125, should be called section and not chapter 2) Allowable uses definition; Florida Statute 5a3 uses, which included toys 3) Page 2, under purpose: The purpose of the ACH Funding Program is to support the promotion and marketing. He recommended the language: to promote and 02/13/14 TOURIST DEVELOPMENT COUNCIL SPECIAL MEETING Page 4

13 advertise tourism through events, programs, and activities; and remove contract services 4) Page 3, Program Goals: artistic 5) Page 4, existing paragraphs 4c and 4d would be removed with the new 4c allowing applicants to apply in all categories, and re-label D and E for the remaining paragraphs 6) Page 5, proposal categories; only one proposal or category would be accepted 7) Page 7, remove the one-to-one match in re-enactments and enhancements category 8) Page 1, title should be ACH Grant Program instead of a funding program 9) Page 9, one-to-one match needed to be removed 10) Tab 6d, Section 3, Programs; change venues to appropriate venues (4:01 p.m.) Motion by Bartosch, seconded by Samuels, carried 5/0, with Peter, Cozby, Hughes, and Morris absent, to recommend and forward the 2015 ACH Grant Program proposals to the BCC for their approval, and as per the materials handed out to the Council for the meeting, and as revised during the summary immediately preceding the motion. It was noted that the next TDC Meeting will be held on March 17, (02/13/14 5 4:02 p.m.) 7. ADJOURN With there being no further business to come before the Council, the meeting adjourned at 4:02 p.m. Approved, 2014 TOURIST DEVELOPMENT COUNCIL OF ST. JOHNS COUNTY, FLORIDA By: Irving Kass, Chair ATTEST: CHERYL STRICKLAND, CLERK By: Deputy Clerk 02/13/14 TOURIST DEVELOPMENT COUNCIL SPECIAL MEETING Page 5

14 MINUTES OF MEETING TOURIST DEVELOPMENT COUNCIL ST. JOHNS COUNTY, FLORIDA MARCH 17, 2014 (1:30 P.M.) Proceedings of a regular meeting of the Tourist Development Council of St. Johns County, Florida, held in the auditorium at the County Administration Building, 500 San Sebastian View, St. Augustine, Florida. Present: Irving Kass, Chair Andrea Samuels, Vice Chair Jay Morris, BCC Representative Joseph Boles, City of St. Augustine Representative Scott Bartosch, District 3 Fred E. Cozby, District 4 Bill Hughes, District 4 Jack Peter, District 4 Sindy Wiseman, Deputy Clerk Also present: Glenn Hastings, TDC Executive Director; Dena Masters, TDC; Carrie Horn, TDC; and Patrick McCormack, Assistant County Attorney Absent: Tom Manno, District 4 (03/17/ :34 p.m.) 1. CALL TO ORDER Kass called the meeting to order. (03/17/ :34 p.m.) 2. PLEDGE OF ALLEGIANCE Cozby led the Pledge of Allegiance. (03/17/ :34 p.m.) 3. ROLL CALL Masters called the roll: all committee members were present, with Manno absent, and Masters noted that Hughes would arrive late. (03/17/ :35 p.m.) 4. APPROVAL OF AGENDA (1:35 p.m.) Motion by Samuels seconded by Bartosch, carried 7/0, with Hughes and Manno absent, to approve the Agenda, as submitted. (03/17/ :35 p.m.) 5. PUBLIC COMMENT There was no public comment. (03/17/ :35 p.m.) 6. ADMINISTRATION & SPECIAL USES a. VCB/SJCC Evaluations 03/17/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 1

15 Hastings gave a PowerPoint presentation. Discussion ensued on the evaluations process, and a comprehensive marketing plan (CMP) template to be reviewed monthly. Hughes entered the meeting at 1:50 p.m. (2:04 p.m.) Patrick commented on the questions in the PowerPoint on the CMP. He also commented that a full monthly evaluation would not be practical, and suggested that a monthly dashboard report with a semi-annual indepth evaluation would be appropriate. Discussion ensued on monthly updates and the importance of the evaluations. (2:10 p.m.) Hughes agreed that the council should not be micro-managing the day-today actions and said the reporting should be simple and brief. (2:12 p.m.) Morris concurred with Hughes on seeing main key items and not a detailed report. (2:13 p.m.) Peters echoed what Hughes and Morris reflected. Consensus was given to make the reports brief. (2:16 p.m.) Hastings said that the agreements required some regular reporting of statistics, but they would keep it on key items. b Preliminary Revenue Budget c. January/February Visitor Profile (2:17 p.m.) Hastings gave a PowerPoint presentation on the visitor s profile. He said information had been collected for two years. Kass said two things that would be helpful would be to see a growth of 2013 over 2014, and fiscal year-to-date trend. Hughes asked where they were extracting the collected data from, and Hastings reported that it was collected throughout the county, however because of the weather, January s data was different. (2:28 p.m.) Hastings gave an overview of the budget. Kass inquired about the growth for 2014, and suggested doing a monthly budget to acquire a base number. Discussion ensued. Bartosch referenced the monthly breakdown in the 2013 Visitor Profile Report. Discussion ensued on the budget. Bartosch inquired about the re-payment of the $300,000 that the Amphitheater requested. Discussion ensued on the funding to the Amphitheater and holding them accountable. (2:45 p.m.) Boles commented on the concerns with the amphitheater. Discussion ensued on the Amphitheater. Boles left the meeting at 2:49 p.m. (2:52 p.m.) Samuels asked if the funding that was taken from Sports Marketing and given to the Amphitheater was a one-time shot or a permanent loss. Kass explained that the $300,000 came from the Cultural Council reserve. Continued to Item 8 (03/17/ :10 p.m.) 7. ARTS, CURTURAL AND HERITAGE CATEGORY a. ACH 2015 Program Update 03/17/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 2

16 Andy Witt, Executive Director, St. Johns Cultural Council, gave the presentation and spoke about the grants workshop held, with thirteen people in attendance; and an advertising workshop and a sponsorship workshop that both sold more seats than available. Witt spoke about out-of-county and out-of-market advertising. He requested discussion on what was considered out-of-county; and if possible, for the lodging industry to share their data on where the visitors came from. Discussion ensued receiving and sharing data. Continued to Item 9. (03/17/ :57 p.m.) 8. LEISURE & RECREATION CATEGORY a. Triple Crown Contracts FY 2015 Wil Smith, Recreation and Parks Director, gave the presentation and requested for approval of the Triple Crown contract. He said the Triple Crown was growing back toward its original size. (3:00 p.m.) Motion by Hughes, seconded by Cozby, carried 7/0, with Manno and Boles absent, to support the Triple Crown contract with the figures laid out and the provisions in the contract that had been vetted. (3:00 p.m.) Smith spoke about other events coming to the area. Hughes asked about using the VJ Usina racetrack. (3:04 p.m.) Billy Zeits, Beach Manager, updated the Council on three active projects: Pope Road, Beach Services, and the Pier. He said the Pope Road project was coming to an end and would open in mid-april; adjustment were made at the Pier to help correct the deficit; and the Beach toll season was up from $33,000 last year to $64,000 this year, ranging from March 1, 2014 to March 17, (3:07 p.m.) Smith thanked the Council for support on the scheduled events. Discussion ensued on marathon cycling coming to the County. Smith also spoke about bringing the HT Redfish Tournament to the County, and said the anglers would be here for two weeks before the tournament, to pre-fish which would bring extra revenue. Returned to Item 7 (03/17/ :22 p.m.) 9. REPORTS a. VCB Report Goldman gave a PowerPoint presentation on the Smith Travel Research, bed tax collections, website dashboard, and VIC Visitation. He gave the departmental reports on social media and the sales measurement summary, Exhibit A. Discussion ensued about the Group side. Goldman continued with the communication measures summary, and Florida s First Coast of Golf. He spoke about Birding & Photo Fest promotion, Exhibit B, and gave the Executive Director s comments. Goldman said he attended an internet and radio media tour, a tourism day in Tallahassee, and would be attending the International Pow-Wow (IPW). Goldman showed some proposed commercials. (3:35 p.m.) Hughes spoke about the upcoming Players Championship and offered support for the event. Goldman 03/17/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 3

17 b. ACH Report c. Monthly Financials (3:37 p.m.) Hastings gave an overview of the ACH reports and monthly financials. (03/17/ :38 p.m.) 10. COMMENTS BY MEMBERS There were no comments. (03/17/ :39 p.m.) 11. ADJOURN Hastings asked if the Council wanted an April meeting and Kass said it would be skipped. With there being no further business to come before the Council, the meeting adjourned at 3:39 p.m. Approved, 2014 TOURIST DEVELOPMENT COUNCIL OF ST. JOHNS COUNTY, FLORIDA By: Irving Kass, Chair ATTEST: CHERYL STRICKLAND, CLERK By: Deputy Clerk 03/17/14 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 4

18 TDC Regular Meeting June 16, 2014 Agenda Item 6a Admin and Special Uses Glenn Hastings Discussion of Tourism Promotion Agreements for St. Johns County Visitors and Convention Bureau and St. Johns Cultural Council (Discussion for Possible Action) Tourism Promotion Agreements with both the St. Johns County Visitors & Convention Bureau and the St. Johns Cultural Council are set to either expire or automatically renew at the end of this fiscal year. The Board of County Commissioners recently expressed an interest in the status of the Agreements. This item has been scheduled for the BOCC Meeting, June 17, 2014 for discussion and possible direction to staff.

19 AGENDA ITEM ST. JOHNS COUNTY BOARD OF COUNTY COMMISSIONERS Deadline for Submission - Wednesday 9 a.m. following the prior BCC Meeting June 17, 2014 BCC MEETING DATE TO: Michael D. Wanchick, County Administrator DATE: June 9, 2014 FROM: Glenn Hastings, Executive Director, Tourist Development Council PHONE: SUBJECT OR TITLE: Discussion of Tourism Promotion Agreements for St. Johns County Visitors and Convention Bureau and St. Johns Cultural Council. Legal Review BUSINESS ITEM BONDS PUBLIC HEARING ORDINANCE ( ) CONSENT AGENDA APPOINTMENTS BID AWARD RESOLUTION ( ) WORKSHOP REPORT EX PARTE COMMUNICATIONS CONTRACT ( ) BONDS ( ) BACKGROUND INFORMATION: (Attach additional pages if necessary) Tourism Promotion Agreements with both the St. Johns County Visitors & Convention Bureau and the St. Johns Cultural Council are set to either expire or automatically renew at the end of this fiscal year. Commissioners recently expressed an interest in the status of the Agreements. If it is the Board s desire to amend or replace the agreements, a 60 day notification is required without cause. Notifications to the two agencies would need to be given no later than July 31, It is the recommendation of staff that both of these agreements be updated to reflect any changing conditions, procedures and/or scopes. The Tourist Development Council is scheduled to discuss this item at their meeting June 16, 2014 and may have a recommendation to the Board of County Commissioners at that time. 1. IS FUNDING REQUIRED? YES x NO 2. IF YES, INDICATE IF BUDGETED YES NO IF FUNDING IS REQUIRED, MANDATORY OMB REVIEW IS REQUIRED OMB REVIEW ( ) INDICATE FUNDING SOURCE SUGGESTED MOTION/RECOMMENDATION/ACTION: Discussion by Board and direction to Staff. Administration: Initials FORWARDED TO BCC SUPPORTING MATERIAL ATTACHED S:\TOURIST DEVELOPMENT COUNCIL\TDC MEETINGS\TDC Mtg Agenda\2014\June 16 TDC Meeting\BCC 6_17_14 Tourism Promotion Agreements Draft.doc REVISED 10/13/05

20 TDC Regular Meeting June 16, 2014 Agenda Item 6b Admin and Special Uses Glenn Hastings Fiscal Year 2015 Proposed Budget (Information Only) The 2015 Budget is still in the preliminary stages. As usual the Final Budget will be presented along with the Marketing Plan at the July meeting.

21 FY15 Budget Worksheet Latest Update 4/9/2014 6/9/2014 DESTINATION ARTS & RECREATION ADMIN & Notes MARKETING CULTURE & LEISURE SPEC USES TOTAL 10/1/2012 Beginning Balance $ 499,730 $ 1,484,481 $ 232,798 $ 498,470 $ 2,715,479 * FY13 NEW REVENUE (Net) actual $ 3,305,073 $ 1,101,691 $ 1,101,691 $ 1,836,152 $ 7,344,606 * Interest $ 808 $ 808 $ 808 $ 808 $ 3,230 * Other $ 25,386 $ 136 $ 25,522 * TOTAL $ 3,830,996 $ 2,586,979 $ 1,335,296 $ 2,335,565 $ 10,088,837 * FY13 Actual Expenses $ (3,313,953) $ (959,171) $ (673,797) $ (1,261,686) $ (6,208,607) * Beach Enhancement $ (200,000) $ (200,000) * Beach Renourishment $ (140,000) $ (140,000) Convention Center $ (189,030) $ (189,030) Amphitheatre Debt Svs $ (208,048) $ (208,048) Pier $ (45,000) $ (45,000) Subtotal $ (3,313,953) (959,171) (1,058,797) (1,658,764) FY 2013 Ending Balance $ 517,044 $ 1,627,808 $ 276,499 $ 676,801 $ 3,098,153 Third Penny Remaining Distribut. $ 250,721 $ 188,040 $ 188,040 $ (626,801) 450th carry forward $ 50,000 FY 14 Beginning Balance $ 767,765 $ 1,815,848 $ 464,539 $ 50,000 $ 3,098,154 FY 14 New Revenue Estimate $ 8,178,303 * 2% $ 1,635,661 $ 1,226,745 $ 1,226,745 $ 4,089,152 * 1% $ 2,044,576 $ 2,044,576 * 1% $ 2,044,576 $ 2,044,576 * Interest $ 565 $ 565 $ 565 $ 565 $ 2,260 Other (COSAB Parking Contribuition) $ 59,500 TOTAL $ 4,448,567 $ 3,043,159 $ 1,751,350 $ 2,095,141 $ 11,338,216 FY 14 Expenses Estimate $ (3,837,061) $ (1,843,053) $ (821,244) (1,333,912) $ (7,835,270) * Amphitheatre Debt Service (208,048) $ (208,048) * Beach Renourishment (324,758) Pier (93,706) Beach (260,000) Convention Center (204,408) $ (204,408) * Estimated FY2014 Redistribution $ 139, , ,632 $ (348,773) Projected FY2015 Begin Balance $ 751,015 $ 1,304,738 $ 356,274 $ (0) $ 2,412,026 Project FY2015 New Revenue $ 8,664,002 * Gross 2% $ 1,732,800 $ 1,299,600 $ 1,299,600 $ 4,332,001 * Gross 1% $ 2,166,001 $ 2,166,001 * Gross 1% $ 2,166,001 $ 2,166,001 * Interest $ 585 $ 585 $ 585 $ 585 $ 2,340 Other NEW REVENUE SUBTOTAL $ 3,899,386 $ 1,300,185 $ 1,300,185 $ 2,166,586 $ 8,666,342 * 2.7% Collection/Audit Fees $ (233,062) LESS 5% State Mandate (194,969) (65,009) (65,009) (96,676) $ (421,664) * SHORTFALL RESERVE 4.00% (155,975) (52,007) (52,007) (86,663) $ (346,654) * AVAILABLE TO BUDGET $ 4,299,456 $ 2,487,906 $ 1,539,442 $ 1,750,184 $ 10,076,989

22 FY14 AT THE HALF WAY POINT PY ACTUAL (OCT-MAR) FYTD ACTUAL GROSS TAX $ 3,693,943 $ 3,204,956 BUDGETED GROSS $ 8,452,685 $ 7,574,320 % of BUDGETED 43.7% 42.3% % of Fiscal Year 50% 50%

23 DESTINATION MARKETING FY15 BUDGET PREP Draft 3/21/14 EXPENSE DETAIL FY2014 CURRENT Projected Requested +/- PY LINE BUDGETED YTD FY14 FY15 Budgeted PROFESSIONAL FEES $ 15,000 $ 14,500 $ 18, % CONTRACTUAL SERVICES $ 877,200 $ 553,951 $ 893,200 $ 965, % SJC INDIRECT FEES $ 8,421 $ 8,421 $ 14,261 $ 14, % JIA INFO BOOTH $ 8,100 $ 8,100 $ 8, % TRAVEL & PER DIEM $ 47,800 $ 23,694 $ 47,800 $ 57, % TRADE SHOWS & CONVENTIONS $ 60,255 $ 50,402 $ 62,000 $ 75, % COMMUNICATIONS $ 30,100 $ 16,449 $ 28,000 $ 30, % INQUIRY SERVICES $ 65,000 $ 28,603 $ 64,000 $ 65, % POSTAGE $ 64,000 $ 35,994 $ 65,000 $ 66, % INQ SVS MAIL FULFILLMENT $ 6,000 $ 6,000 $ 6, % UTILITIES $ 5,000 $ 2,886 $ 5,000 $ 5, % LEASE/RENTAL EQUIPMENT $ 2,400 $ 2,400 $ 1,900 $ 2, % LEASE/RENTAL BUILDING $ 49,000 $ 28,000 $ 48,000 $ 49, % INSURANCE $ 1,200 $ 1,200 $ 1, % EQUIPMENT MAINTENANCE $ 2,500 $ 219 $ 2,000 $ 2, % PUBLIC RELATIONS $ 60,000 $ 30,884 $ 60,000 $ 102, % PR - IN HOUSE $ 55,000 $ 35,710 $ 69,000 $ 72, % SALES MISSIONS $ 8,000 $ 2,101 $ 7,000 $ 4, % ADVERTISING $ 2,651,971 $ 1,119,949 $ 2,400,000 $ 2,710, % OFFICE SUPPLIES $ 3,600 $ 1,460 $ 3,500 $ 3, % SOFTWARE $ 2,500 $ 123 $ 2,000 $ 2, % OPERATING SUPPLIES $ 6,300 $ 1,447 $ 4,600 $ 6, % TRAINING $ 2,000 $ 3,000 $ 4, % OFFICE EQUIPMENT $ 4,000 $ 4,000 $ 5, % DUES & MEMBERSHIPS $ 24,000 $ 7,913 $ 23,000 $ 24, % TOTAL EXPENSE $ 4,059,347 $ 1,950,605 $ 3,837,061 $ 4,299, % BR/SHORTFALL RESERVE (4%) $ 144,573 0 $ 144,573 $ 155,975

24 ARTS/CUTLURE & HERITAGE FY2015 BUDGET PREP Jun-14 EXPENSE DETAIL FY2014 CURRENT FY2014 REQUESTED +/- PY LINE BUDGETED YTD PROJECTED FY2015 Budgeted PROFESSIONAL FEES $ 120,000 $ 130,000 CONTRACTUAL SERVICES $ 178,000 $ 99,330 $ 178,000 $ 184, % CONSULTING SERVICES $ 7,500 $ 2,200 $ 7,500 $ 6, % INDIRECT ADMIN $ 7,161 $ 4,177 $ 12,128 $ 12, % SPECIAL EVENTS (GRANTS) $ 1,128,702 $ 221,818 $ 625,000 $ 600, % PRODUCT DEVELOPMENT $ 200,000 TRAVEL AND PER DIEM $ 6,500 $ 1,977 $ 6,000 $ 6, % TRADESHOWS/CONVENTIONS $ 8,000 $ 844 $ 6,000 $ 6, % COMMUNICATIONS $ 3,500 $ 1,778 $ 3,000 $ 3, % POSTAGE $ 500 $ 108 $ 300 $ % INQUIRY SERVICES/MAIL FULFILLMENT $ 1,000 $ 400 $ 1, % UTILITIES $ 4,000 $ 1,274 $ 2,500 $ 2, % LEASE/RENTAL OF EQUIPMENT $ 1,000 $ 1,000 $ 1, % BULDING RENTAL/LEASE $ 22,680 $ 14,600 $ 21,900 $ 22, % INSURANCE (COUNTY LIABILITY) $ 6,300 $ 6,300 $ 6, % PUBLIC RELATIONS $ 5,000 $ 3,000 $ 15, % IN HOUSE/PUBLIC RELATIONS $ 2,500 $ 2,000 $ 2, % SALES MISSIONS $ 2,835 $ 3,500 $ 3,500 ADVERTISING $ 225,000 $ 305,543 $ 539,075 $ 1,000, % OFFICE SUPPLIES $ 850 $ 719 $ 850 $ % SOFTWARE $ 400 $ 250 $ % COMPUTER SUPPLIES $ 750 $ 500 OPERATING SUPPLIES $ 1,500 $ 297 $ 600 $ % DUES AND MEMBERSHIPS $ 3,000 $ 150 $ 3,000 $ 3, % COMPUTER EQUIPMENT TRANSFER TO FUNDS $ 300,000 $ 300,000 $ 100, % CAPITAL OUTLAY RESERVE $ 926, ,940 TOTAL $ 2,839,662 $ 657,651 $ 1,843,053 2,487, % CONTINGENCY RESERVE $ 104,632 "Redistribution" BR/SHORTFALL RESERVE (4%) $ 144,573 0 $ 144,573 $ 52,007

25 LEISURE & RECREATION FY15 BUDGET PREP March Jun-14 EXPENSE DETAIL FY2014 CURRENT Projected FY2015 +/- PY LINE BUDGETED YTD Expenses Requests Budgeted LEISURE & RECREATION REGULAR SALARIES AND WAGES $ 8,688 $ 4,333 $8,717 $ 9, % OVERTIME EMPLOYEES $ 20,000 $ 17,281 $17,281 $ 20, % FICA / MEDICARE TAXES $ 2,195 $ 1,632 $1,967 $ 2, % RETIREMENT CONTRIBUTIONS $ 2,981 $ 1,994 $2,797 $ 3, % OPEB CONTRIBUTIONS $ 103 $ 418 $427 $ % LIFE & HEALTH INSURANCE $ 1,408 $ 4,536 $4,603 $ 1, % WORKMANS COMP $ 128 $ 286 $295 $ % CONSULTING SERVICES $0 ENGINEERING SERVICES $0 INDIRECT ADMIN $ 28,108 $ 16,396 $47,603 $ 47, % SPORTS MARKETING $ 53,578 $45,000 $ 68, % BEACH MAINTENANCE $ 215,057 $ 97,350 $215,057 $ 215, % DUNE WALK-OVERS $ 78,846 $ 1,305 $16,383 $ 70, % TRIPLE CROWN $ 40,000 $ 19,450 $40,000 $ 40, % RENOURISHMENT / DREDGING $0 BUILDING MAINTENANCE $0 $ 18,000 OTHER MAINTENANCE $ 67,864 $ 22,077 $67, % HCP MAINTENANCE $ 20,000 $ 2,574 $20,000 $ 20, % DEFERRED MAINTENANCE $0 $ 60,821 ADVERTISING $ 10,000 $10,000 $ 7, % IMPROVEMENTS O/T BUILDING $ 262,108 $ 155,880 $323,250 $ 50, % EQUIPMENT $0 TRANSFER TO FUNDS (Renourishment) $ 737,964 $ 562,873 $324,758 $ 803, % County Pier $93,706 Beach Maintenance $ 215,057 $260,000 CAPITAL OUTLAY RESERVE $ 43,882 0 $ 102,031 TOTAL EXPENSE $ 1,764,085 $ 908,385 $ 1,499,708 $ 1,539, % BR/SHORTFALL RESERVE (4%) $ 48,213 0 $49,407 CONTINGENCY RESERVE $ 35,625 0 $104,632

26 ADMIN & SPECIAL USES FY15 BUDGET PREP March 2014 June EXPENSE DETAIL FY2014 CURRENT Projected 2014 FY2015 LINE BUDGETED MONTH Expenses Requests ADMIN & SPECIAL USES SALARIES $ 187,106 $ 99,939 $ 187,738 $ 199,073 FICA $ 14,314 $ 7,275 $ 13,627 $ 15,229 RETIREMENT $ 25,149 $ 13,433 $ 25,642 $ 30,592 OPEB $ 3,096 $ 1,677 $ 3,096 $ 3,096 LIFE/HEALTH INSUR $ 32,088 $ 17,656 $ 32,913 $ 33,288 WORKERS COMP $ 158 $ 84 $ 159 $ 168 PROFESSIONAL FEES/RESEARCH $ 140,800 $ 26,355 $ 140,000 $ 80,000 CONTRAC SVCS $ 3,600 $ 3,600 $ 3,900 INDIRECT ADMIN COST $ 78,937 $ 46,047 $ 133,684 $ 133,684 HOLIDAY LIGHTING $ 60,000 $ 60,000 $ 60,000 $ 80,000 VISITOR INFORMATION CENTERS $ 268,350 $ 64,012 $ 268,350 $ 270,000 TRAVEL $ 7,500 $ 931 $ 4,800 $ 6,200 COMMUNICATIONS $ 8,100 $ 4,868 $ 8,100 $ 8,100 POSTAGE $ 400 $ 70 $ 400 $ 400 INSURANCE $ 6,246 $ 4,608 $ 4,608 $ 4,884 SPECIAL EVENTS $ 55,000 $ 25,000 $ 55,000 $ 75,000 ADVERTISING $ 177,000 $ 38,179 $ 177,000 $ 156,133 OFFICE SUPPLIES $ 3,000 $ 35 $ 3,000 $ 3,000 SOFTWARE $ 3,200 $ 220 $ 3,000 $ 3,000 OPERATING SUPPLIES $ 4,500 $ 1,254 $ 4,500 $ 4,500 DUES/MEMBERSHIP $ 500 $ 395 $ 395 $ 500 COMPUTER EQUIPMENT $ 4,300 $ 4,300 AIDE TO PRIVIATE ORG (TPC) $ 200,000 $ 200,000 $ 200,000 $ 200,000 TRANSFER TO FUNDS $ 403,661 $ 360,444 $ 412,456 $ 421,071 CAPITAL OUTLAY RESERVE $ 18,366 TOTAL $ 1,687,005 $ 972,482 $ 1,333,912 $ 1,750,184 BR/SHORTFALL RESERVE (4%) $ 80,788 $ 86,663

27 ST. JOHNS COUNTY OFFICE OF MANAGEMENT & BUDGET 500 San Sebastian View St. Augustine, Florida INTEROFFICE MEMORANDUM TO: Dena Masters, Administrative Coordinator, Tourism & Cultural Events FROM: Jesse Dunn, Assistant Director, Office of Management & Budget SUBJECT: Updated Cost Allocation Plan for the Tourist Development Trust Fund DATE: June 10, 2014 Per your request, MAXIMUS Consulting Services, Inc. has updated their cost allocation methodology for St. Johns County based on actual expenditures for the fiscal year ended September 30, This updated cost allocation plan will be effective for Fiscal Year 2014 and Fiscal Year Below is a breakdown of information relevant to the Tourist Development Trust Fund. If you would like a copy of the full MAXIMUS Consulting Services, Inc., please let me know. Below is a chart reflecting the cost allocation plan for the Tourist Development Trust Fund. Central Services Allocation Building Depreciation $36,410 Clerk Finance Subsidy $24,148 BCC $19,828 County Administration $3,180 Management & Budget $30,284 Risk Management $436 Management Information Services $10,309 Purchasing $5,248 Personnel $2,398 County Attorney $37,268 Building Operations $33,791 Fleet Maintenance $32 Land Management Systems $4,344 $207,676

28 Explanation of Central Services Inherent to the Cost Allocation: Buildinq Depreciation: St. Johns County is entitled to claim depreciation expense on generally funded assets in use by county departments per costing principle and is based on the acquisition value of the assets expended over the expected useful life. Clerk Finance Subsidy: Pursuant to the Florida Constitution, the Clerk of Circuit Court serves as Ex-Officio Clerk to the Board of County Commissioners, Auditor, Recorder, and Custodian of all County funds. For cost allocation purposes, the cost pool is functionalized in three areas: G&A to supervise BCC funded operations; function of preparing, attending, and maintaining minutes and records for all meetings; and costs to provide general accounting and payroll services. Board of County Commissioners: costs are representative of staff compensation and operational expenditures to approve the operating budgets and develop policies on behalf of county organizations. County Administration: costs are representative of staff compensation and operational expenditures to provide direction, coordination and implementation of all policies as established by the Board of County Commissioners. Management & Budget: costs are representative of staff compensation and operational expenditures to assist departments in the development and revision of operating budgets. Risk Management. are representative of staff compensation and operational expenditures to administer the risk management program. Management Information Services: provides information resource management in the areas of systems applications, networking, hardware supports, system purchase & installation and security. Purchasing: manages the procurement of good and services. For cost allocation purposes, the cost pool is functionalized in four areas: G&A; function of purchasing commodities and services; function of bids and contracts for services procured; and administration of purchasing card program. Personnel: administers human resource related services through the development and application of all personnel policies and procedures. County Attorney: represents the BCC, Administration and all departments and divisions; prepares ordinances, regulations, and executive orders; and litigates cases. For cost allocation purposes, the cost: pool is functionalized by both in-house legal counsel and representation and outside legal counsel. Buildinq Operations: provides preventative maintenance, custodial and carpentry services as well as repair of building systems. Additionally, building operations handles courier services, payment of utility and cable invoices, security, alarm services, pest control, elevator maintenance, and floor maintenance. Fleet Maintenance: provides for repair, maintenance, and use of county owned vehicles as wells as centralized refueling.

29 Land Management Systems: acquires real estate property, handles title searches, examinations, appraisals, cost estimates, negotiations for acquisitions; provides geographic information systems including surveys and web-based imap data. Based upon historical allocations, the cost allocation for Fiscal Year 2014 and Fiscal Year 2015 should be appropriated as follows: Cost Allocation TDC Area Department Account Amount Category I $14,261 Category II $12,128 Category III $47,603 Category IV $133,684 $207,676

30 TDC Regular Meeting June 16, 2014 Agenda Item 7a Arts, Culture & Heritage David Rice Arts, Culture & Heritage FY2015 Funding Program Update (Information Only)

31

32 Application # Product Development PD COSA - Tapestry 80, PD Romanza - 4th Annual Festivale 80, PD SA Historical Society -Vodcasts application withdrawn PD Holy Trinity -Greek Festival 15, PD EMMA - Fiesta 450th 50, ,000 ACH Ongoing Programs ANN SA Historic Inns - B&B Tour 18, ANN SA Music Festival 15, ANN Flagler College -First America 20, ANN Romanza - Celtic Festival 40, ANN FL Heritage Book Festival 40, ANN EMMA - Zuckerman/Moscow 33, ANN EPIC - Taste of SA 20, ANN STAR - Paseo Pastel 25, ANN Limelight Theatre Celebration 40, ANN SA Maritime Heritage Festival 40, ANN SA Film Festival 20, ,000

33 ER Historic Florida Militia - School 16th Century 30,000 ER COSA - Concerts in the Plaza 9,000 ER Romanza - St Patrick Parade 6,000 ER British Nightwatch 20,000 ER SA Yacht Club - Holiday Regatta 9,000 ER SEA -Rails to Trails Festival 12,000 ER FL Literary Arts Coalition 4,000 ER FL Chamber Music Project 20,000 ER COSAB - Beach Blastoff 20,000 ER First Coast Opera - Crystal Concert 20,000 ER SA Beach - BBQ & Blues 7,500 ER SA Beach - Music by the Sea 20,000 ER COSA - 450th Commission- Celebrate 450! 20,000 ER SJ Chamber - PV Auto Show 15,000 ER SA Art Association - A&C Festival 20,000 ER SA Art Association - Nature and Wildlife 20,000 ER COSA - First City through Eyes of the Masters 20,000 ER Friends of SA Amphitheater 10,000 ER Historic Florida Militia - Changing of the Guard 26, ,950

34 ACH Facilities Annual Marketing and Promotion 2015 ACH Grant Applicants FAC Lightner Museum 20, FAC Limelight Theatre 20, FAC SA Lighthouse and Museum 20, FAC Cultural Center PV Beach 20,000 80, Total Grant Applications Totals 956,950

35 ACH Constituency Workshops October October 29 February 11 March 11 March 13 ACH Workshops Marketing Council Cultural Tourism Marketing Conference Visit Florida, Americans for the Arts, Cultural and Heritage Travel 67 Participants Nationwide Culture Around Every Corner Campaign Launch Shepherd Agency 40 participants Advertising and Marketing Roundtable Shepherd Agency Media Planning, Public Relations, Social Media 40 Participants Corporate Sponsorship Development Mix-it Marketing 27 Participants ACH Grants Workshop Ponte Vedra Concert Hall 11 Organizations represented March 19 ACH Grants Workshops (2) Limelight Theatre and SJCC Office 36 Organizations Represented April 2 June 3 June 4 ACH Grants Workshop SJCC Office 13 Organizations represented Social Media Workshop St. Augustine Amphitheatre 30 Participants Florida Public Broadcasting Workshop FPBS and WJCT 20 Participants

36 TDC Regular Meeting June 16, 2014 Agenda Item 7b Arts, Culture & Heritage Arts, Culture Heritage Marketing Campaign Update Shepherd Agency (Information Only)

37

38 Visual Arts Literary Arts BRAND FY Built strong cultural destination brand for region Based on insights from ACH workshops and research Performing Arts Festivals Living History HIGHLIGHTS Created unique positioning, visual identity Online brand toolkit accessible to ACH orgs Many Cultures Pennants represent the cultural assets of the region

39 Digital Banner Ads MEDIA FY Targeted digital media plan Top feeder and high interest geographic market areas Spot radio, Public Radio (NPR) and print HIGHLIGHTS Within first 6 months: Media Impressions = 25.5MM Historiccoastculture.com visits = 20,100 1,137 radio/npr spots aired across 3 Market Tiers At current rate, total paid media impressions for the first year are projected to reach about 37.3MM. 1,258 radio/npr spots will have aired.

40 PUBLIC RELATIONS FY Built relationships with media contacts Historic Coast Culture media page Key placements: Travel + Leisure, Florida Times-Union, WJXT-TV, TouristMeetsTraveler.com Within first 6 months: Five press releases; 30 + media pitches Media Placements = 82 Media Impressions = 180,427,900 At current rate, total earned media impressions for the first year are projected to reach about 200MM and 100 media placements.

41 DIGITAL FY Branded Web and Admin content control Promotional areas Media section (historiccoastculture.com/media) ACH Toolkit (historiccoastculture.com/toolkit) Within first 6 months: 20,113 visits 28,000+ page views Traffic to est. 70 ACH sites At current rate, total website visits for the first year are projected to reach about 39,000.

42 DIGITAL FY Member, the Artsopolis Network HistoricCoastCulture.com Artsopolis Network Members: Albuquerque NM Austin TX Birmingham AL Bismarck ND Boston MA Charlotte NC Colorado Springs CO Columbia SC Fargo ND Flagstaff AZ Flint MI Fort Lauderdale FL Fort Worth TX Grand Forks ND Houston TX Indianapolis IN Kalamazoo MI Macon GA Memphis TN Milwaukee WI Minot ND Monterey Bay CA Napa Valley CA Nashville TN Norfolk VA Orange County CA Palm Beach County FL Providence RI Richardson TX Riverside CA Sacramento CA Saint Cloud MN San Antonio TX San Diego CA San Jose CA St. Croix Valley MN/WI Seattle WA Tampa Bay FL Utah The Artsopolis Network supports a growing number of licensees dedicated to promoting Arts, Culture, and Entertainment in their communities. Network members benefit from our years of experience in culture marketing and Web development, as well as the collective wisdom and best practices of other Network members.

43

44 TDC Regular Meeting June 16, 2014 Agenda Item 8a Recreation & Leisure Will Smith (Action Required) Funding Request from Ancient City Gamefish Association Consider a request for funding from the Ancient City Gamefish Association, to support the Ancient City Games Fish Kingfish Challenge. The tournament will be held at Camachee Cove Yacht Harbor in St. Johns County on July 11 13, The application was reviewed and evaluated by the Recreation Advisory Board and recommended for funding of $10, Funding has been allocated in the 2014 budget.

45 St. Johns County Tourist Development Council Sports Event Funding Application Summary Event Name: ACGFA CHALLENGE Sport: Fishing Legal Name of Host Organization: Ancient City Game Fish Association This Organization is: Independently chartered city/county/state organization Private X Non-profit Other (please describe) Date(s) of Event: July 2014_ Location of Event: Camachee Cove Yacht Harbor, Inc. Primary Contact Person: Donna K Frantz Title: Marketing Phone Numbers: (VV) C Fax: dfrantz sjcfl.us Address: P 0 Box 2001 St Augustine, FL Secondary Contact Person: Matt Morse Title: Event Director Phone Numbers: (CO m.morse.fpe@att.net Address: P 0 Box 2001, St Augustine, FL Organization or Event Website: ACGFA.com TOTAL EVENT BUDGET AMOUNT $47, GRANT REQUESTED $ 10, ARE YOU REQUESTING ASSISTANCE FROM ANY OTHER SJC GOVERNMENT ORGANIZATION? no CASH: Amount Requested: $ no IN-KIND: Value $

46 Event Detail EVENT: ACGFA Challenge DATE(S) July 2014 SPORT: Fishing LOCATION: Camachee Cove Yacht Harbor, Inc. FACILITY (IES): Northeast Florida Marlin Association HAVE YOU SECURED FACILITY (IES) (explain)? Utilization Agreement FACILITY CONTACT? Sean McKenna PARTICIPATION # TEAMS 100 # INDIVIDUAL COMPETITORS 500 # COACHES/TRAINERS NA # SPECTATORS 2,000 DESCRIPTION OF PARTICIPANTS (Team names. geographic or qualifying criteria) This is a Southern Kingfish Association Kingfish Event that will draw teams from all over the Southeast United States. Teams will compete for points and cash prizes. This is a 3 day tournament which will include a one day children's fishing tournament where all kids participating will receive a prize pack sponsored by McDonalds. We anticipate that the majority of our teams will be from outside the 3 County areas and will require lodging in St. Johns County hotels. We will work directly with the VCB, Glenn Graham, for room packages. Hotels will need to be able to accommodate large vehicles with trailer and boats for this event. Others not seeking hotel accommodations will seek overnight docking space at the St. Augustine Municipal Marina, Camachee Cove and Inlet Marina. DESCRIPTION OF SECURED MEDIA COVERAGE: (Please indicate which media has committed to providing coverage and any media coverage for which you are paying a fee) Printed Advertisements o 2000 Full Color Printed Advertisement Magazines Page Tournament Magazine, including all our the tournament sponsors advertisements Z. City of St Augustine advertised through photographs and local merchants 3. Distributed from Fernandina to Daytona Beach at local establishments 4. mailing list of over 300 persons throughout the southeast United States 5. Distributed to by merchants through front counter stands and handouts to patrons 6. Distributed up to 3 months prior to the tournament

47 o o o Full Color Posters In Local Establishments 1. Over 20 full color posters printed with tournament information, local hotel information, and local merchants advertisements 2. Distributed and displayed in local establishments throughout Jacksonville (Duval County) and St Augustine (St Johns County) 3. Distributed up to 3 months prior to the tournament Over 300 ed Post Cards 1. Distributed to a mailing list of over 300 persons across the Southeast United States 2. Post cards include information for boats to dock at the marina, phone number and instructions for reserving slips included. 3. Post cards include local hotel information for guest Other Printed Magazine Advertisements 1. Coastal Angler is a supporter of the tournament and will run advertisements in their monthly magazine for our tournament, which is distributed all over Northeast Florida 2. Southern Kingfish Association supports our tournament with advertisements in their monthly paper, which is distributed to all of their members. Advertisements include marina information and local hotel information. Social Media Advertisements o Full Advertisement on ACGFA.com 1. Ancient City Game Fish Association has a new state-of-the-art website, with a full section dedicated to the tournament 2. Tournament pages include sponsors, links, registration forms, and valuable information for guest about marinas, hotels, and local attractions o Facebook Advertisements via ACGFA Company Page 1. Ancient City Game Fish Association has a dedicated Facebook account for advertising club news and tournament information 2. Ancient City Game Fish Association has over 175 followers, which allows us to reach hundred more through postings Electronic Advertisements o Southern Kingfish Association Website 1. Southern Kingfish Association advertises our tournament on their website, which is viewed by their members and other tournament anglers regularly o Advertisements to Mailing List 1. information is gathered from previous captains and members to distribute tournament information to in future years. 2. reminders and information will be sent to all mailing list persons in the near future Public Advertising Outlets o Television Advertisement

48 1. Contacts have been made with Channel 4 news to have a segment on a Saturday morning show for the tournament to discuss the charities supported and how the local persons can get involved. 2. Channel 4 news discussed providing advertisement on their website for the tournament in support of the charities. o Local Radio Advertisement 1. Local Am radio stations with fishing talk shows support the tournament and will provide radio advertisements with tournament information to locals. EVENT BUDGET DETAIL Total Event Budget (Expenses/Income) Housing 2, PROJECTED EXPENSES In-Kind Cash TDC Food 8, Sanction Fees 1, Site Fees 1, Officials Awards* 30, Equipment 8, Rentals 5, Insurance 1, Security 1, Labor 13, Marketing/Promotions 5, Administrative Costs OTHER EXPENSES (Please Itemize Below) Event Shirts 7, Sub-Totals $16, $57, $10, TOTAL EXPENSE $83, * Please note that awards and administrative expenses are not allowable reimbursement items for TDC funds.

49 PROJECTED INCOME In-Kind Cash Admissions 30, Grants (Include TDC Funding here) 10, Sponsorships 17, Sales (Merchandise, Concessions, etc.) 15, , Room Rebates OTHER INCOME (Please Itemize) SUB TOTALS $15, $67, TOTAL INCOME $82, Please note: If TDC funds are awarded, payment/reimbursement occurs after the event by submitting an invoice for the amount awarded together with any requested post event forms. PLEASE LIST BENEFITS / CONSIDERATIONS GIVEN TO SPONORS AND THE VALUE OF THOSE BENEFITS: All sponsors will have banners at the event site and will be mentioned in all TV, Radio and printed media. PLEASE EXPLAIN ANY PROMOTIONAL VALUE THE TDC WILL RECEIVE: The TDC logo will be used in all media outlets as well as on the event shirt and event promotion book. FOLLOWING THIS PAGE, PLEASE ATTACH A COPY OF THE: (A) EVENT MARKETING PLAN (B) EVENT ATTENDANCE MONITORING PLAN (C) THREE YEAR HISTORY OF EVENT INCLUDING VERIFIABLE LODGING STATS & ATTENDANCE FIGURES (D) LIST OF OTHER EVENTS PRODUCED BY ORGANIZER (E) PROVIDE PROOF OF INSURANCE LISTING ST. JOHNS COUNTY AND THE ST. JOHNS COUNTY BOARD OF COUNTY COMMISSIONERS AS AN ADDITIONAL INSURED AND AS CERTIFICATE HOLDERS, AT LEAST SIXTY DAYS BEFORE THE EVENT, WITH A MINIMUM LIABILITY COVERAGE OF $300,000.

50 ECONOMIC IMPACT STATEMENT Group Meal/Banquets Paid for by Organizer: $ 8, Please Explain: All volunteer workers are furnished a fish dinner which is also open to the public. This meal takes place prior to the event awards ceremony. Accommodations 1. (A) Number of Competitors (B) Length of Stay (C) ADR for Month (A) 300 x (B) 3 x (C) 110 = $99, (D) Number of Officials (B) Length of Stay (C) ADR for Month (Include coaches & trainers in # of officials) (D) 15 x (B) 3x (C) 110 = $4, (E)Number of Spectators (B)Length of Stay (C) ADR for Month (E) 750 x (B) 3 x (C) 110 = $ 247, Please List Properties You Are Utilizing: Property Camachee Cove Yacht Harbor, Inc. Northeast Florida Marlin Association Contact Sean McKenna Sean McKenna PLEASE LIST EVENT RELATED EXPENDITURES EXPECTED IN ST. JOHNS COUNTY $8, For Food $8, For Equipment $5, For Rentals $7, For Event Shirts $1, For Site Fees $1, For Security

51 TDC Category III Evaluation Panel Sports Marketing Event Ancient City Game Fish Kingfish Challenge Econ. Benefit Dates Duration Potential Sport Visibility Market Share Sustainability Total Al Guido Franklin Givens Barry Gans (New Member) Marci Skinner Bo Brown George Morat Andrea Connover (New Member) Jody Stowers Applicant requested $10,000 TDC Category III Grant for Event Recreation Advisory Board recommends $10,000 funding for event

52 TDC Regular Meeting June 16, 2014 Agenda Item 8b Update on St. Johns County Pier (Billy Zeits) Information Only

53 TDC Regular Meeting June 16, 2014 Agenda Item 9 Monthly Reports Destination Marketing Monthly Report (Information Only)

54 VCB Report to the Tourism Development Council June 16, 2014

55 Smith Travel Research April 2014 Occupancy (%) 2014 Running 12 Months Feb Mar Apr This Year Last Year Percent Change ADR 2014 Running 12 Months Feb Mar Apr This Year Last Year Percent Change RevPAR 2014 Running 12 Months Feb Mar Apr This Year Last Year Percent Change Supply 2014 Running 12 Months Feb Mar Apr This Year 155, , ,260 2,042,665 2,043,799 2,040,160 Last Year 156, , ,110 2,050,713 2,042,665 2,043,799 Percent Change Demand 2014 Running 12 Months Feb Mar Apr This Year 106, , ,083 1,191,246 1,214,178 1,246,511 Last Year 104, , ,275 1,159,032 1,191,246 1,214,178 Percent Change Revenue 2014 Running 12 Months Feb Mar Apr This Year 12,350,325 16,475,387 14,430, ,958, ,932, ,222,349 Last Year 11,432,234 15,648,151 13,399, ,761, ,958, ,932,884 Percent Change

56 Smith Travel Research April 2014 Current Month -April 2014 vs April 2013 Occ % ADR Percent Change from April 2013 Room Occ ADR RevPAR Rev Hillsborough County, FL Nassau County, FL Pinellas County, FL St Johns County, FL Charleston, SC Jacksonville, FL Myrtle Beach, SC Orlando, FL Sarasota-Bradenton, FL Savannah, GA Fort Walton Beach, FL Daytona Beach, FL Zip Code Zip Code Zip Code

57 Bed Tax Collections March (Net Collections) $ 896,659 2% YTD Net Collections March $ 3,597,516 10% YTD Collections by Area March 2014 March YTD Anastasia Island and St. Augustine Beach (32080) 34% 30% Ponte Vedra Beach (32082) 23% 23% St. Augustine, Vilano and North Beach (32084) 33% 35% St. Augustine Shores and South (32086) 0.6% 0.6% World Golf Village and I-95 Corridor (32092) 7% 9% Others 2% 3%

58 Website Dashboard 68,110 Visitors to the Site April 13% 295,625 Visitors to the Site CYTD 12% 329,810 Page Views in April 32% 1,485,287 Page Views CYTD 17%

59 VIC Visitation May 2014 Ponte Vedra Beach Chamber of Commerce % of Total May 2014 May 2013 Visitors FYTD YTD FY 2013 Total 2013 Total Visitors % City of St. Augustine Downtown Visitors Center % of Total May 2014 May 2013 Visitors FYTD YTD FY 2013 Total 2013 Total Visitors 38,726 34,601 93% 327, , ,244 St. Augustine Beach Visitors Center % of Total May 2014 May 2013 Visitors FYTD YTD FY 2013 Total 2013 Total Visitors 1,871 1,716 4% 13,186 11,555 18,841 Jacksonville Airport Visitor Information Center % of Total May 2014 May 2013 Visitors FYTD YTD FY 2013 Total 2013 St. Augustine 1,068 1,114 3% 7,132 6,821 10,455 Ponte Vedra % Total Inquiries at Visitors Centers May 2014 May 2013 FYTD FY 2013 YTD Total ,745 37, , , ,773

60 Departmental Reports

61 Social Media Social Media Facebook Facebook Fans 277,312 Fans added In May 12,965 Twitter Twitter Followers 3,418 YouTube Views To Date 80,667

62 Sales Measurement Summary May YTD YTD % Actual vs Goal Telemarketing Calls 156 1,236 19% Total Leads Distributed % Lead Room Nights 3,739 52,448 23% 3rd Quarter YTD Quarterly % Actual vs. Goal Wholesale Room Nights 18,599 29,130 40% **wholesale Room Nights are reported quarterly

63 Communications Summary May FYTD FYTD 13 Total Impressions 8,065,499,675 14,013,189,859 12,896,831,183 9% Adv. Equivalent Value $ 77,951,257 $ 254,084,084 $ 196,665,596 29% VCB Initiated Stories 290 1,416 4,687-70% in publication or broadcasted NOTES: YTD FY 2014 is projected to show a decline in overall media coverage impressions compared to FY IN FY 2013, the Viva Florida 500 and related stories appeared in major national publications throughout FY2013.

64 Florida s First Coast of Golf April 2014 (FL Sports Foundation Model - tracks direct and wholesale bookings) Apr 2014 Apr 2013 % Change Rooms 2,461 2, % Rounds 5,791 5, % 2014 YTD 2013 YTD % Change Rooms 8,138 8, % Rounds 19,256 20, % Website Traffic Apr 2014 Apr 2013 % Change 4,284 3, % 2014 YTD 2013 YTD % Change 27,347 21, %

65 Promotions Strategic Alliances

66 Promotions Database Goal: 1,500 new subscribers per month Past 60 days up 5,550; Total subs 48,976 Birding and Photo Fest, April 30-May 4 Record attendance, revenue and est. touristic spend Media Promotions Goal 2 per month Radio promos past 60 days: Orlando (2), Jax (2), Atlanta (2), So. GA (3) TV promo: WSB Atlanta; Frontier Air launch promo in Trenton/Philly, Integrated Marketing Goal: 2-3 integrated 2014 programs Integrated Journey plan united VCB, 450, ACH, COSA; thru July 15 Flavors and Nights of Lights to come; 2015/450 th in development State of the Industry Record crowd at May 22 annual event

67 Executive Director s Comments VCB 450 th Commemoration: Continuing relationship with Focus 450, Inc Completing marketing support for Journey: African American Experience Exhibit Plan being revised for CoSA projects Worked with CoSA to promote 16 th century ships Completed production of new TV and web videos Agency review completed, MMGY Global rehired Conducted annual State of the Industry and Tourism Employee of the Year Awards presentation Produced video to amplify the value of tourism to the economy and residents of St. Johns County

68 2014 COMMUNITY COLLABORATION AWARD