Walton County TDC to Raise Bed Tax for New PC Airport

Following in the footsteps of Bay County, Walton County is looking to increase their bed tax from 4 cents to 4.5 cents. The anticipated increase in revenue is expected to be around $1 million.

If approved, the TDC plans to use the funds to step up their marketing efforts for the Emerald Coast and attract a low-cost carrier to the new airport slated to open in Panama City of Highway 388 in May 2010. The ultimate goal is to help attract more businesses to the Walton County area. Walton County is right next to Bay County and stand to benefit greatly from the development of the new airport.

Other ideas for the use of the increased revenue include a new complex that could include sports fields, an amphitheater and performing-arts venue.

As with in Bay County, Walton County has its own set of opponents claiming that there is no real plan of action for how to spend the funds, and that the ideas seem to “flip-flop”.

The vote will be in front of Walton County Commissioners tomorrow night at their regularly scheduled meeting.

Quoting Investing.Businessweel.com:

Southwest Airlines was mentioned several times at Wednesday’s TDC meeting during a presentation about the results of a marketing study.

The presentation, given to show the possible new markets that the new airline would serve, focused on the cities Southwest already flies out of. The top five markets are Nashville, Houston, Orlando, Baltimore and Washington, D.C.

Mares said that with the right marketing, the local tourism industry could reach more than 3 million households that fit the demographic profile of visitors to South Walton.

The study determined the top markets by categorizing visitors by age, income and net worth. Also included was information such as their preferred lodging and dining preferences, magazines they read and the television and radio programs they listen to.

5 Questions for Bed Tax Collectors

Not for BTCs to answer, but to ask the CVB.

1. We are in the second year of conducting professional marketing research through the Klages Group. Where can we easily access that information? Have the staff put together any kind of comprehensive results from this research? We need to know this so we can better spend our own advertising dollars.

2. What is the cost to date for this research from the Klages Group?

3. In the spring of 2009, Jennifer Barbee implemented proper Search Marketing into the CVB site, data started being gathered that can help us today with our own online marketing. Assuming that we’re all equally benefiting from the TDC tax dollars, we should have real-time access to web stats. We should be able to access the CVB’s Google Analytics reports so we can compare them to our own reports, and likewise for Google Adwords and any other search engine marketing reports attached to the CVB’s efforts.

How do we get access to these common Google reports, as well as your more advanced measurement reports?

4. The extra tax passed. It has been confirmed at the recent TDC meeting that the new money would be going to the ad campaigns. Where can we access the full marketing, advertising and budgeting plans for this year?

5. Spring Break 2009 campaign included several new marketing tactics, including implementation of social network sites Facebook, Twitter, MySpace and text messages via a “PCB Insider” campaign. Facebook shows a respectable 5900 “friends” of PCB/CVB. How many people signed up for “PCB Insiders”? What was the overall result of our first “texting” campaign? What could you share with us about the results of the efforts in social network marketing? And what was the cost per lead for the efforts in this initial campaign?

The Difference Between "Real Fun Beach" and "Summer White Sale"

Here are 5 reasons why “Real Fun Beach” will work and 2008’s “Summer White Sale” wasted a lot of money.

1. “Real Fun Beach” (RFB) tells you exactly what Panama City Beach is, has been, and will always be.

It is what “the Beach Lovers Beach” was trying to be, but never was.

It replaces the long time, halfway official “world’s most beautiful beaches.” Claiming to be the world’s most beautiful beaches is a little too broad and boastful to hang your hat on, even though it’s a very true claim to me and thousands of others who love it here.

2. They got the domain name! YAY! “RealFunBeach.com” is a beautiful, easy to remember, easy to type, tells-you-what-it-is domain name.

3. The sub-concept — I’ll call it “Yesterday: Real, Today: Fun” since I don’t know what the staff and agencies call it — is equally brilliant. Its message says “one day you’re in your real world: worker, parent, student, etc., and today you can be in the fun world at the Real Fun Beach. This is perfect bait for fishing in PCB’s honey hole, Atlanta. A fast five hour drive from the real world to the fun world.

4. The “Yesterday/Today” idea can be used and reinvented in so many great ways. This is a concept that can grow and thrive for years, because it’s so flexible in letting us compare real world vs. fun world.

5. The offline campaign ties in perfectly to the online campaign. Go figure. Read Jason‘s article on the online campaign for more info.

And the “Summer White Sale”? It had none of this. Nothing to differentiate PCB, nothing to transform the mindset of the consumer about PCB (it actually reinforced negative perceptions of being a cheap, lower-class destination). Nothing that could grow and live on as a brand, nothing that could really help us move forward with a new image. It never had a chance.

A few concerns (only 3!) with this new campaign:

1.
Real. Fun. Beach.
Using. Periods. For. Emphasis. In. Headlines.
Way. Over. Done.
But. Maybe. It. Still. Works.
Heck. I’ve. Done. It. Before.

2. The cute little names for our tourists, Sandy Bottom Bunch, Soul Searcher, etc., are clever and can be expanded to define more types of visitors. Another great concept that could live on for years.

But since local tourism businesses will now have the ability to target these segments directly through the CVB site, who’s to say a big bar can’t clutter my “Soul Searcher” page when I expect only “relaxed and laid” back results for my vacation planning? Perhaps the CVB has a plan in place for this, but then they’re walking a fine line by telling one business that they do not qualify to market to the “Sandy Bottom Bunch.” This is another perfect example of why government entities and tax dollars should not be used to run business and marketing campaigns such as this one. This campaign, in a perfect world, would have been developed by one of the large accomodation providers or a coalition of private businesses such as the Greater PCB Chamber.

3. I am convinced that Jennifer Barbee and company will accurately measure online traffic through all the major channels, and probably help with offline measurement as well. With all this new data coming and being properly measured, don’t we all get to have a copy of that information? All bed tax dollars are spent equally and fairly for the benefit of the Bay County tourism industry, right? And since it’s run by the county, all citizens get access, right? And even tourists – who suffer the burden of the tax equally with the collectors – should get a peek since they helped fund it, right?

One last thing. The team did some research for this campaign in Atlanta. The professionals discovered what this hack in Lynn Haven has been telling you for 3 years: Atlanta does not know us, and the Atlantians who think they know us don’t know the real us. The fact that they’re already our number one market is irrelevant. Here’s something I’ll bet on in 2009 and 2010…there are many more potential visitors in Atlanta, Georgia (repeat visits included, of course) than there are the rest of the world. Call me crazy, but that’s just how it is when you add a little real world common sense to all the marketing research and data.

Now, with Real Fun Beach, I suggest all of you bed tax collectors jump on board with this idea, aim 5 easy hours up the road to Atlanta, use “Real Fun Beach” in your advertising, call your guests “Soggy Bottom Bunch” or “Dark Sharks” or whatever is being promoted on the web site and REALLY BUY INTO THIS THING TO MAKE IT WORK.

Summer Marketing Campaign for Panama City Beach is LOADS Better This Year

As many of you remember, I (along with many of our contributors) was very vocal in the obvious failure of the Summer White Sale campaign that was rolled out last year. Although the idea wasn’t quite right, it was the creative that I was so outraged by. We spent a lot of money for an all around crappy campaign. Now, with that lovely negative intro, this year’s campaign looks MUCH better. The creative is way stronger.

I have some exclusive footage of what some of the animated banner ads may look like posted to my Facebook Fan Page. Check it out. Be sure to become a “fan”.

I’m going to keep this short and let you see some of the advertising ideas.

You may, from time to time, notice I use words like “loads” or “brilliant”. Today’s random fact of the day about Jason Koertge is that I LOVE Harry Potter (actually our whole family does) and I have a secret desire to speak with a British accent. I know, lame, but I don’t care.

New VisitPanamaCityBeach Web Site Adapts to Each User

The new VisitPanamaCityBeach.com web site is almost ready for launch and is looking awesome, might I add. The user experience will be different for everyone based on Personality Quizzes, and the overall look and feel exudes Real.Fun.Beach.

When the user first arrives at the site, they are greeted by a fun but laid back setting with warm colors that make you long for some quality beach time with the family. Hints of “free vacation giveaways” and “what’s your ‘fun’ sign” are scattered throughout with a front-end goal of making the user experience unique, varied and well, fun. The back-end functionality is all about collecting user information. By answering short simple questions, we’ll be able to get a better idea as to who the people are that not only visit the site, but visit Panama City Beach.

Some of the questions could include:

My favorite beach sensation is:

The gulf breeze blowing through my hair
The warmth of the sun on my skin
The smell of the salt in the air
The feel of the sand in my toes
The invigoration of the water

My favorite beach souvenir would be:

A shell
A beach hat
A piece of jewelry
A tie-dye t-shirt
A beach umbrella

Based on the answers to these and a few more questions the web site will categorize you in one of five Fun Signs:

Soul Searcher – relaxed and laid back
Sandy Bottom Bunch – Family oriented
After Dark Shark – Nightlife party person
Wave Warrior – Outdoorsey and active
Eco-Seeker – Environmentally friendly

Based on what you’ve been categorized as, the web site will totally change – different background images, different accent colors, different text – the whole look and feel resembles what your Fun Sign is.

Also included in the site is a Trip Planner. Based on your Fun Sign, recomendations will be made for activities to do on Panama City Beach, all plotted out in a neat map.

The site should be live by April 1 – I’ll have a more detailed review of it at that point.

Click here to see the demo.

Survey Says Affordability Increasing U.S. Residents' Intent to Travel

According to the most recent results of the travelhorizons quarterly survey, the U.S. Traveler Sentiment Index rose to 90.2 in February 2009 from 78.2 in October 2008 due to an increase in the perceived “affordability of travel.” The survey, which was conducted from Feb. 7 to 13, polled a representative survey of 2,270 adults, from which the Index is calculated.

The spike in the perceived affordability appears to be a direct result of the promotional pricing and related incentives now being offered by tour suppliers who represent practically every segment of the travel industry. Many airlines, cruise lines, hotel companies, attractions and rental car companies are featuring rates and fares that are up to 50 percent off the prices being quoted just six months ago.

“We are very encouraged that more people are signaling a willingness to travel for leisure purposes,” said Peter C. Yesawich, chairman of Ypartnership, which co-authors travelhorizons with the U.S. Travel Association. “This is the first increase we have observed in the Index since January 2008, which indicates that the discounts travel providers and destinations are offering are working to attract more travelers, even in this down economy.” Source: National Tour Association

As I travel around the southeast promoting our destination at consumer trade shows, speaking to thousands of people, one thing is clear. Families are still traveling for vacations and get-a-ways. We are fortunate to be a drive destination and have the first ever international green airport under construction. If our spring season is any indication of what the summer is going to bring, I predict a good year for visitors and businesses.

I will be traveling to Nashville, TN next week to the Southern Women’s Show. Over 34,000 ladies will attend the four day event. I look forward to promoting our destination, accommodations and fun things to do while staying on “The World’s Most Beautiful Beaches”. I will give an update on my trip home.

Debi Knight, President
Panama City Beach Tourism Services
http://www.travelpcb.com

Panama City Beach Spring Break more Family Friendly than Ever

Spring Break 2009 on Panama City Beach will be more family friendly with regards to outgoing marketing efforts than it has been in several years, if ever. This year, there is a greater emphasis on attracting families to our destination and activities planned reflect trying to cater to this market.

Each year tens of thousands of spring breakers descend on our beaches to enjoy great weather, shopping and tons of activities that our area’s businesses put on for this highly consumptive crowd. This business is essential to the primary industry in our area, tourism. Local businesses depend on this to jump start their revenue for the year. It has been argued in the past that families have greater spending potential than college kids, therefore have a greater capability in pumping money into our local economy. I totally agree with this, but I don’t agree that we can just shut down college spring break and expect the families to just show up.

This process must be gradual and will take time, but the effects will be lasting. Starting this year, the Panama City Beach Convention and Visitors Bureau is spending money on marketing to the family demographic. In the next three years, we’ll see this category trend in the same direction that will ultimately lead to a family friendly destination where parents will feel safe bring their kids to the beach again. Now, that’s not to say that we won’t see college kids doing keg stands on the beach any more, but the level of occurrence will be less.

With the growth and fertilization of Pier Park, finally families actually have something to do here in Panama City Beach. In addition, activities are springing up left and right, with the help and creativity of the CVB’s staff. I frequently receive emails from Susan Estler, Director of Marketing for the Panama City Beach’s Convention and Visitor’s Bureau of great ides that they are coming up with to help tell the nation about our area. They are moving in the right direction with momentum picking up each week.

Two weeks ago, Daytime, a show geared towards daily lifestyles and entertainment content was in Panama City Beach for a long weekend experiencing everything from para-sailing to shopping and dining in our area. With cameras in tow they braved the chilly weather with one of their main hosts, Cyndi Edwards. Aired on their network will be five 3-5 minute segments that will serve as an expose of what makes Panama City Beach a great place to vacation.

Also new this year is an expansive campaign with Southern Living including an online sweepstakes driving families to our shores, weekly radio “Beach Report” on stations throughout the southeast and a series of family Focus Concerts at Aaron Bessant Park (tentative right now, but should have more details soon).

Walton Area Chamber Luncheon to Discuss Tourist Tax Dollars Wednesday

The Walton Area Chamber of Commerce will be hosting its monthly Power of Business Luncheon on Wednesday, March 4th at the Sandestin Golf and Beach Resort at 11:30 am to 1:00 pm. The program will be focused on the upcoming tourist season and how tourist tax dollars affect the Northwest Florida economy.

At the luncheon, Sonny Mares, Executive Director of the Beaches of South Walton and Dan Rowe, President/CEO – Panama City Beach Convention & Visitors Bureau (CVB) will be on hand to discuss the tourist season that is fast approaching and the 5th cent bed tax that will be used primarily to attract a low cost airline carrier to Northwest Florida.

To register, please call the Walton Area Chamber of Commerce at (850) 267-0683 or email info@waltonareachamber.com.

I’ll be there.

Bay County Commission Passes 5th Cent

With the likeness of a modern game or reality show, the suspense was lingering and drawn out. Chairman Girvin surely is a student of this dramaticism. The presentation from Dan Rowe, Executive Director of the Bay County Tourist Development Council (TDC) and President of the Panama City Beach Convention and Visitors Bureau (CVB) was short and not even necessarily sweet. It was almost as though he was there only because he needed to be. Not that Rowe was unwilling, but it seemed apparent that this was all part of a strategy.

Last month the Bay County Commission passed with a majority vote to increase the bed tax collected from 3 cents to 4 cents. In order to pass the 5th cent increase, a super majority vote was required, that is to say that 4 of the 5 commissioners had to vote in approval. The lack of the super majority support on the 4th cent influenced Commissioner Mike Thomas to request that voting on the 5th be tabled until the regularly scheduled meeting that was held today so that his fellow commissioners could further educate themselves on the ramifications of this decision.

Out of the six that spoke up about the bed tax increase during the public comment section, 4 spoke in opposition of the increase and 2 spoke in approval. Among the two one worked for St. Joe, and the other was Chairman Tannehill of the Airport Authority. Tannehill mentioned that we cannot overlook this opportunity to help Bay County grow. “Everybody asked for it, we’re giving it to them, we need to be sure it’s gonna work,” he continued.

After Chairman Tannehill spoke, Chairman Girvin asked if anyone else had any comments. “This room is full of people that have concern either for or against this issue, I can’t beleive that nobody has anything else to say about it,” he said.

There were three motions total, with the first two from Commissioner Mike Thomas, which ultimately failed to carry. The first motion was to allow the increase to pass with no restrictions, the second was to limit the bed tax to 5 years (the same as the resolution), but to allow the TDC to spend it as they see fit.

The third motion was made by Commissioner and TDC Board Member Mike Nelson. Discussion led everyone down the road that resulted in some flexible conversation on the part of Chairman Girvin. He seemed to be making suggestions as to what he could agree with. Commissioner Bill Dozier at one point asked Chairman Girvin “I can’t be comfortable with the motion until you are comfortable with it, are you comfortable with it?” Girvin: “Well, I don’t know!” I had to chuckle as at this point, it seemed as though he was being purposefully suspenseful.

Commissioner Nelson’s initial motion was unclear and after many minutes of conversation it was restructured to adopt the Resolution that the TDC approved yesterday and to approve the increase.

With no discussion left, Chairman Girvin ordered the roll called. Going through the ranks, Thomas-yes, Dozier-yes, Gainer-no, Nelson-yes, Girvin- “Before I vote, I would like to make a comment. No matter which way I go on this, someone will be upset. I have great respect for many of the people on both sides of this issue,” he said. “However I have to make the decision that is best for Bay County, as these are perilous times for us, and we need all the help we can get. On one of the sides, not everyone has been completely honest with me. I think we would be in err if we didn’t at least give it a try for five years, and with that said, I vote YES.”

When his vote came through after a suspenseful comment, you could hear the crowd sigh and almost burst into applause. Tourism industry leaders could be seen with ear to ear grins as a seeming victory had been won, as if this was some sort of battle. I’ve not always agreed in the past with the way the TDC has spent money, and I’m sure I won’t always agree with them in the future, but I think this was a good move and an innovative way to move forward.

Having said that, I just want to be clear on how this money will be spent, as there seemed to be some confusion at the meeting that these funds could be used to directly subsidise an airline – and I don’t think this is the case, as it was explained yesterday (someone, please chime in if I am incorrect).

This 5th cent will be used for advertising, in a cooperative relationship with an airline(s) that may have an interest in flying into our new airport. For example: a string of advertisements in Chicago that would advertise special rates with X airline on trips to Panama City Beach, FL. This would give incentive to the airline that their flights here would be well occupied and increase the number of people exposed to our beautiful area.

Good form Commissioners and Board members, good form!

TDC – Use 5th Cent Bed Tax for New Airlines at New Airport

Today’s special called TDC meeting will discuss a resolution to use the hopeful 5th cent bed tax to entice new airlines to come to our new airport that will open in just less than 16 months. The 5th cent goes up for vote by the County Commissioners tomorrow at their regularly scheduled commission meeting.

Previously, the majority of the 5th cent, if it were approved was to go to improving our sports facilities and events infrastructure in addition to other capital improvements.

The resolution summary reads:

“A resolution of the Bay County Tourist Development Council recommending to the Board of County Commissioners of Bay County, Florida, the adoption of the 5th cent (1%) tourist development tax for the express and limited purpose of supporting low cost air carriers providing service into Bay County; and providing an immediately effective date. “

At this point, it is unclear whether this is a compromise in order to get the fifth cent passed or not. The resolution stipulates that the fifth cent will be used to support low cost carriers for a period of five years. I expect to have more information on this later today.

Special Called TDC Meeting to Discuss 5th Cent Bed Tax Increase

Bay County Commission Meeting – 5th Cent Bed Tax Increase

Bed Tax Collector’s Office to Get 2 more Full-Timers

TDC Meeting Agenda – Discuss Bed Tax Collections, Sports Marketing

Bed Tax – 4th Cent Passed, 5th Cent Tabled