Category: Tourism

Notes from the March 20, 2008 TDC/CVB Marketing Committee Meeting

Only 7 of the 11 members were present. Absent were Philip Griffits, Jr., John Hamati, Bill Spann, and Debi Knight.

2009 COLLEGE SPRING BREAK MARKETING CAMPAIGN

President Dan Rowe explained that he would like the Committee and Board to begin discussing their plans, if any, for this segment ahead of the upcoming budget process. Rowe also reported that he has had discussions with the CVB’s agency about completing additional research to determine what the year-round effect is of our spring break image. Image concerns were also expressed by a majority of the committee members present. Although no formal vote took place, the majority of the committee expressed an interest in either discontinuing funding completely or at least changing it to special event funding. If changed to special event funding, the CVB would only consider providing financial support after an organization or co-op made a formal request for financial support.

Click the “more” link for the others points covered in the meeting.

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Notes and Comments from the TDC/CVB 3-11-08 Board Meeting

7 of the 9 board members were present. Absent were Marty McDaniel and Mayor Oberst.

SEA TURTLE LIGHTING ORDINANCE UPDATE

  • Doug Sale, the TDC/CVB’s legal counsel, updated the Board on what has occurred since the 12/21/07 meeting (http://www.pcbdaily.com/?p=108) when the Board passed the recommended turtle lighting ordinance. Sale advised that the Army Corps of Engineers asked the TDC to reconsider the portion of the recommended ordinance that deals with existing development. The Corps are not comfortable continuing with the 2008 beach renourishment due to the lack of approval from U.S. Fish & Wildlife. Sale reiterated his prior opinion that the TDC would eventually prevail if the TDC fought the Corps in court; however, this would likely stop all renourishment during what may be a long process.

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Big Spring Break Week

In addition to hosting 6 college spring breakers at my home (friends of my wife), the rest of Panama City has seen a huge influx of kids this week. I think this week is the second largest week we’ll see with next week being the largest. If anyone has any idea of approximately how many people are expected to be here this week, please chime in.

In addition to Wal-Mart being completely packed all the time, the roads are getting clogged and people can be found walking around everywhere. I hope they are nicer to our properties this year than they were last year.

Click the “more” link for a total list of the schools here this week.

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Is MTV Complying With the 2008 Spring Break Marketing Plan?

I just became aware of some additional information that I didn’t know when I wrote “A Review of the 2008 TDC/CVB Spring Break Marketing Plan” last week (see post). In addition to my original concerns, I now have doubt as to whether MTV is complying with the terms of the $200,000 contract with the TDC/CVB.

When the Plan was originally proposed to the TDC/CVB, it was explained that the MTV Networks were now going to mainly cover Spring Break via their mtvU network, not their flagship MTV channel as in years past. This explanation was consistent with the written proposal presented to the CVB Marketing Committee on October 3, 2007:

* “mtvU is the hub for everything and anything that represents Spring Break”
* “. . .and where we go, we bring our big brothers, MTV and MTV2.”

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A Review of the 2008 TDC/CVB Spring Break Marketing Plan

As I am writing this, our first group of college spring breakers are on the road heading to liven up our beach. No one knows whether the TDC/CVB’s College Spring Break Marketing Plan will end up being a success, a failure, or somewhere in between. Hopefully President Dan Rowe has a plan for calculating a reliable estimate of how many college students visit our destination during the four-week period this year and what the actual economic impact is to Bay County. Lately, I have heard the estimate being mentioned that 250,000 college students came here for Spring Break last year and that we are expecting the same or better this year. However, it is my understanding that the TDC/CVB has no data to actually support this 250,000 figure. I am pleased that the new TDC/CVB board has been very diligent in questioning the attendance and economic impact of other special events; however, I do not believe that they have had the same diligence in questioning College Spring Break. But regardless of how successful the MTV plan ends up being, it is clear that the plan has some major problems.

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Notes and Comments from the 2/12/08 TDC/CVB Board Meeting

8 of the 9 board members were present. Absent was Marty McDaniel. It was also reported that McDaniel is no longer employed by Royal American Hospitality. Since Mr. McDaniel has accepted employment with another collector, TDC/CVB Attorney Doug Sale advised that both he and the Bay County Attorney did not see any problem with McDaniel retaining his board seat.

After the “more” link, info on the bed tax collection, Coastal Vision 3000, and College Spring Break Co-Op.

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Will Disney and Universal be coming here afterall?

This past week I was sent a document presentation of our area and the future planned growth that we will see in the coming years. It was put together by Accrue Planning. I couldn’t find anything about them on the web, but I decided to post it anyway. There is some good information, but there is also other information that I’m not sure how accurate it is. When I say I couldn’t find any information on the web, I should have been more specific in that I couldn’t find a website.

The document cites that there are no inventory, franchise, or state-level property taxes in our area and that our area remains to be attractive for businesses. Discussed in the 78,000 acre, master-planned West Bay Sector Plan by St. Joe and the new airport. Also discussed is the possibility of FedEx and UPS relocating their international operations centers here. Please correct me if I’m wrong, but I don’t think that has been confirmed.

The Gulf Coast Parkway will stretch from 231 to 98, just west of Mexico Beach and will improve hurricane evacuation, open up more development opportunities and reduce traffic through Tyndall Air Force Base. The Gulf Coast Parkway is also expected to open up travel corridors from the East Bay area to the new Airport.

Currently, Highway 79 is undergoing a transformation to a four-lane highway up to I-10 and there are plans to widen highway 77 up to I-10 as well. Actually, this could have already happened or begun already. My travels do not take me up that road.

Also in the document in information about Disney and Universal Studios coming to our area. I know nothing of the validity of this information, but they are claiming that 55,000 acres known as “Moody Pastures” is under contract and that Disney has spent money on the site. Also discussed is the possibility of Universal coming to the East Bay area.

Once gain, I feel it necessary to note that I was unable to find information on the publisher of this document and I do not endorse the validity of the information it contains.

Here is the link to the document: Northwest Florida Future Development

Wednesday TDC Meeting – Spring Break Marketing Update

Notes from Wednesday’s TDC meeting:

Artificial Reef
A presentation seeking financial assistance to sink a boat that is currently at the PC Marina was added to the agenda. The gentleman was seeking $40,000 to assist with the total $75,000 cost. There was some concern whether there were funds available in the current year budget; however, a motion passed 9-0 recommending that the CVB board approve the $40,000 expenditure.

Indian Summer Festival Contract
A motion made by Jack Bishop passed 8-0(with Joe Kennedy abstaining) recommending that the CVB board exercise its option to cancel the final year of the 3 year contract with Sound Associates/Ron Johnson to put on the Indiana Summer Festival. Some members felt that the CVB should not continue to fund events that have shown an inability to become self-sustaining. Some felt that the event is primarily a local event, rather than a tourist draw, and was therefore an inappropriate use of CVB funds. And finally some were of the belief that continuing the festival was important, but that Sound Associates did a poor job of putting on this years festival.

Special Events Policy
A motion passed 9-0 recommending that the CVB board reaffirm the “January
2003 Special Events Advertising Policy and Procedure” be followed for all future special event funding requests. Although this policy has never been revoked or modified, recent boards(including the current board and committee with the 2007-08 budget) have not followed it.

Update on The Klages Group Research
The committee briefly discussed the final draft of the Klages Group survey form which was included in the committee packet. Visitor inquiry data and mapping prepared by Klages was also distributed.

2008 Spring Break Co-Op
Barry Lott of Y Partnership updated the committee on the plans for Spring Break 2008. He explained that although the contract with MTV has not yet been finalized, the plan is to begin implementing the advertising elements by mid-November. Lott presented the agencies current co-op plans:

Hotel Partner Options
Premium $10,000 (only 4 available; includes featured coverage on the PCB Spring Break subsite and 1M impressions on the mtvU site, additional impressions available @ $7500 per 1M) Promotional $2500 (limited number available; includes extensive PCB Spring Break subsite coverage, but no coverage on the mtvU site) Unlimited $1000 (listing on the PCB Spring Break subsite and event calendar)

Non-Hotel Partner Options
Premium $5,000 (logo on mtvU site)
Unlimited $1000 (listing on PCB Spring Break subsite) Event $500 (listing on subsite event calendar)

Ann Henry expressed her concern that the co-op plan resulted in a disproportionate contribution from the Hotel Partners in comparison to the Non-Hotel Partners. Chairman Phillips was in the audience and responded that some changes will be made before being finalized.

Lott also advised the committee that an additional expense of $18-20,000 to design and operate the co-op web subsite will be required in addition to the $200,000 payment to MTV. The subsite will be required because Hotel logos can not appear on the mtvU site except in the form of banner advertising using the 10M impressions in the contract. Bill Spann stated that all required expenses should have been included in the budgeted amount of $200,000; however, Lott expressed his belief that the agency had previously advised the CVB that this additional expense would be required. Mr.
Phillips expressed his disappointment that the co-op now needs to reach $70,000 before reducing the CVB’s budgeted expense of $150,000.

Lott also informed the committee that MTV was currently negotiating the village location with two hotel properties. It was also announced that no non-hotel properties were being considered due to mtvU’s alcohol policy. An co-op registration meeting is scheduled for next Tuesday afternoon.

A motion was made by Bill Spann to request that the board revise the plan concerning co-op funds received in excess of $50,000. The board decided on October 9th that any co-op funds received in excess of the $50,000 budgeted amount would be used to reduce the CVB’s budgeted portion of $150,000. Mr.
Spann suggested that any excess funds could be used for additional Spring Break promotion instead. The motion was withdrawn before a vote was taken.

Jack Bishop also advised the committee that a competing co-op is being proposed to do additional marketing beyond the MTV program. Mr. Phillips expressed his opinion the industry is free to do additional marketing, but that the CVB should not get involved in any further Spring Break 2008 programs other than the current plan. Mr. Phillips also expressed his opinion that PCB has changed and that the CVB needs to get out of the Spring Break business. Russ Smith stated that he did not feel that multiple competing co-ops was a good idea.

A revised motion was made by Mr. Spann suggesting the board revise October 9th passed motion concerning the treatment of co-op funds exceeding $50,000.
The motion to suggest that the board revise the $50,000 number to $70,000 to account for the Spring Break internet subsite cost passed 7-1 with Kirk Lancaster casting the dissenting vote and Mr. Kennedy having departed early.
Prior to the vote, Mr. Smith suggested that the CVB revise its Spring Break plan to provide for $150,000 special event funding to an outside co-op which could take over the MTV program and add additional promotions. Mr. Phillips disagreed stating that the CVB needs to retain control that it would lose with an outside co-op managing the MTV program.

Meeting notes courtesy of Bryan J Durta. Thanks Bryan, for the thorough notes.

New Director for the TDC Chosen

Daniel Rowe, the former Deputy Commissioner for Tourism for the state of Georgia, was hired to be the director of the Bay County Tourist Development Council. His resume includes almost 20 years in resort management, marketing and tourism consulting. In Georgia, he served as the Chief Executive and Managing Director of the Tourism Development Alliance of Georgia before he was the Deputy Commissioner for Tourism. He also helped found Banyan Tree Consulting Group, a public affairs and marketing company that specialized in working with tourism clients.

He is scheduled to start middle of November.