Category: TDC Meetings

Do families spend more on spring break than spring breakers? – Survey Results

At the request of the Panama City Beach Tourist Development council, The Klages Group put together a visitor profile survey to compile information about who is coming to our beaches. The report is on Quarter 1 2008 and is compared to Quarter 4 2007.

I’ve emailed and asked how to the study sample was chosen and asked how the data was collected. Having taken a class on survey methodology in undergrad school, I have some experience with this and am interested to see their reply. I had heard that their study sample was just under 500, but I want to know how the sample was chosen.

The entire study is available for download after the break.

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Panama City Beach TDC CVB Strategic Planning Process Outline

I was able to get my hands on the Bay County Tourist Development Council Panama City Beach CVB Strategic Planning Process Outline. It spells out where we are wanting to take Panama City Beach over the next couple of years and how we are going to get there. Following are excerpts from the document with the option to download the whole document at the end.

In January, the Bay County TDC initiated a strategic planning process to help chart the course for the Panama City Beach Convention & Visitors Bureau in coming years.

Building off of the initial work conducted, the CVB developed four key initiatives and potential funding strategy to serve as the framework for discussion as the initiatives are explored and articulated in advance of the final plan. This document includes the initiatives, as well as the notes from the retreat.

In June, a final strategic plan will be presented to the TDC for adoption.

Key Initiatives:

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5/13/08 TDC/CVB Meeting: Indian Summer Festival, College Spring Break

Only 6 of the 9 Board members were present. Absent were Mike Nelson, Rick Russell, and Gary Walsingham.

INDIAN SUMMER FESTIVAL UPDATE

President Dan Rowe reported that things have not gone as planned since the April 18th Marketing Committee meeting. To begin with, Mr. Jeffrey Wolfe of Multi-Media who was selected by the committee to operate the festival this year revoked his commitment to operate the festival with only $10,000 of the traditional $60,000 financial support from the CVB. In addition, Beach Events who I believe was not chosen by the committee mainly due to the reduced funding requested from Mr. Wolfe, now no longer is interested in promoting any fall festival for 2008. However, a group headed up by Marketing Committee member Jack Bishop is working on a proposal for the 2008 festival and expects to make a proposal and request for funding to the Board at the June meeting. Corky McCollum, from Beach Events, advised that his company was proceeding with their plans for an October 2009 festival, but did not anticipate requesting any marketing funds from the CVB. Board Member Buddy Wilkes asked Mr. Bishop whether his group was planning to operate the festival just for 2008. The response from Mr. Bishop seemed to show that his group’s interest was not limited to 2008. So we might end up with two competing Indian Summer Festivals in 2009.

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The Summer White Sale has been released

I was unaware that this had been finalized, but I guess final numbers were supposed to be in by April 25th by all the retail partners participating in this program.

I came across this press release:

Savings Roll In: Panama City Beach Announces ‘Summer White Sale’ With Discounts From 50 Tourism Partners

PANAMA CITY BEACH, Fla., May 6 /PRNewswire/ — Surf is up, and prices are down in Panama City Beach, Fla.

This award-winning destination on the Gulf of Mexico launches its Summer White Sale today, offering great savings on everything you need for the perfect beach break. The White Sale joins more than 50 Beach accommodations, restaurants and attractions. They team up to present 75 different discount offers with a total value of more than $6,000. All offers are valid now — Aug. 31. More local businesses can join in for additional savings to roll in all spring and summer long

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Exaggerated College Spring Break Numbers in the Media

There is a problem with the College Spring Break economic impact figures that have been reported in the media this past season. I first noticed it when ABC affiliate, WMBB, aired a report on March 3rd. Reporter Mark Jenkins stated that “Tourist Development Council Commissioners are expecting an overall income of $100 million this month.” Based on my prior public records requests, I was already aware that the TDC/CVB had very little research to support their official 2007 estimate of $62 million in spending. Therefore, I was surprised to hear that they were now boosting their estimate by over 50%.

Then MSNBC on March 17th referenced the same $100 million in spending. In addition, MSNBC reported that PCB was expecting “about 350,000 students”. I already knew the TDC/CVB had no research to support their 2007 estimate of 250,000 students. And now they apparently were boosting this unsubstantiated estimate by 40%. Although MSNBC did not report who provided either of these estimates, I wrongly assumed that they had been provided by Andy Phillips, chairman of the TDC/CVB. My assumption was based on Phillips being the only PCB representative quoted in the article.

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4/18/08 CVB/TDC Marketing Committee Meeting – Smr 2008 Mrktng, Indian Summer Festival

9 of the 11 committee members were present. Absent were Debi Knight and Russ Smith.

President Dan Rowe and Peter Yesawich announced that Y Partnership has removed Barry Lott from the Summer Marketing Campaign assignment. Mr. Yesawich also apologize on behalf of the agency for the inappropriate derogatory name directed at audience member Charles Mason by Mr. Lott at last week’s Board meeting. It was not made clear whether Mr. Lott has been removed from all CVB business or just the current campaign.

Summer Marketing Campaign Changes

Mr. Yesawich presented the committee with the options available for the changes to the Summer Marketing Campaign approved by the Board at their last meeting. The program targets our traditional drive markets of Georgia, Alabama, and Nashville/Chattanooga for a 12 week period beginning May 4th and has three elements. The first is newspaper ads in 12 newspapers throughout Georgia (but not the AJC due to high-costs), the Nashville Tennessean, and 4 papers in Alabama.

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TDC/CVB Marketing Committee Actions 4/18/08

A complete recap will follow, but here are the actions taken by the TDC/CVB Marketing Committee at their meeting today.

Changes to Summer Marketing Campaign

The committee voted 7-2 to approve the theme “Summer White Sale” along with an accompanying estimated savings statement such as “Save up to $1000”. The exact amount of estimated savings to be included in the advertisements will be determined by staff and Y Partnership after the tourist-related businesses submit their discount offers. The motion also directed staff and Chairman Phillips to develop a co-op plan so that sufficient funds can be raised to upgrade the newspaper advertising to color.

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Notes and Comments from the TDC/CVB Board Meeting 4/8/08

Only 5 of the 9 board members were present. Absent were Mike Nelson, Mayor Oberst, Yonnie Patronis, and Rick Russell.

College Spring Break Marketing

Although President Dan Rowe previously advised the Board that he would be asking them to consider their plans for 2009 at this meeting, he is now suggesting that the subject be postponed until the May meeting. Rowe explained that he would like to wait until the research and bed tax data is available for March.

While I understand Rowe’s reasoning, there is now a problem. Some Board and Marketing Committee members have previously suggested that the TDC/CVB should, at a minimum, discontinue direct funding of a College Spring Break marketing program. If implemented, this would still allow a co-op to request special event advertising support from the Board. However, the CVB’s Special Events Advertising Policy and Procedure requires that an application be filed by June 1, 2008. It would be difficult for an application to be prepared between the May 13th Board meeting and the June 1st deadline. I had hoped that the Board would have officially voted to give notice that 2009 College Spring Break funding might be discontinued at this meeting. As it stands now, the College Spring Break interests could claim that they had insufficient time to prepare a potential Special Event funding request.

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Letters to the TDC – Opposing College Spring Break

In support of the College Spring Break opposition, Mark Canfora is presenting several documents to the TDC at Tomorrows meeting.

Quote:

To TDC Board Members,
To sit by and watch this ongoing devastating PCB College Spring Break tragedy and TDC promotion (Event Failure in TDC terminology) continue and do NOTHING would be a form of Passive Collusion: Failure to confront known abusive, harmful or catastrophic behavior.”

Money, in many cases, is motivating factor and a total disregard to the loss and despair of families and the victims. This ongoing dangerous spring break promotion furthers the pain and suffering of the past and present victim’s families with constant reminders of the pain caused during this annual event.

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