So How's that TDC Website and Summer Marketing Campaign Performing?

Six months ago, the community, businesses and, well, anyone who has a vested interest in Panama City Beach waited with bated breath for the unveiling of the new marketing campaign bent on rebranding Panama City Beach. Loads of marketing dollars were spent in an unprecedented effort, at least for PCB, that included big time cable TV buys, a $50,000 video competition, social media networking, microblogging and print buys all aimed at guiding potential PCB vacationers to the new and improved Panama City Beach website. So, how did it do? If I may, allow me to send the first congratulatory pat on the back to the TDC and marketing committee for a job well done.

Unlike most destinations, based on a recent Klages report, Panama City Beach is doing well. While all around the state 2009 hotel occupancy and ADR have dropped considerably since 2008, Panama City Beach has managed to keep itself in the black ink. In fact, 2008’s total economic impact for Panama City Beach spring quarter yielded 247 million whereas the 2009 numbers surged to 261 million. The total amount of visitors for the spring quarter increased as well. But let’s look at some actual recent numbers.

Tourist Development Tax Collections

PCB June – Down 4.5%

2008 – $1,223,300
2009 – $1,167,681

PCB YTD – Up 1.6%

2008 – $4,091,591
2009- $4,158,268

Unique visitors to the website http://www.visitpanamacitybeach.com

April visitors – 44,277
May visitors – 64,753
June visitors – 91,932
July visitors – 93,693

Social Marketing (Facebook Fans, Twitter Followers, Registered Users)

April – 9,624
May – 14,266
June – 24,694
July – 35,198

March – May Visitor Sentiments

Satisfaction
2008 – 88.5%
2009 – 89.9

Intent to Return
2008 – 69.6
2009 – 76.9

Refer to a Friend
2008 – 70.7
2009 – 72.8

Occupancy and Visitation

March – 62.6 % Occupancy – 711,660 Visitor Days
April – 46.2% Occupancy – 482,560 Visitor Days
May – 49.2% Occupancy – 562, 002 Visitor Days
Quarter – 52.7% Occupancy – 1,756,222 Visitor Days

Judging by these numbers, one can very easily see the impact of the campaign. It must be considered that these numbers are during a recession and a severe lag in travel. Similar destinations are not seeing the type of visitation Panama City Beach has seen evidenced by the article in the New York Times that referenced Panama City Beach.

While there was debate about how much money to spend and where to spend it, what cannot be debated is the campaign’s overall success. Note to the TDC: Keep up the good work guys.

AGENDA: TDC/CVB to discuss the Spring Break Study

The Tourist Development Council and Convention and Visitor’s Bureau have called a special combined meeting to discuss the results of the spring break perception study. This will, no doubt create an interesting debate on one of Panama City Beach’s most polarizing topics. They also plan to set a date for a community discussion forum.

Special Called Meeting

AGENDA

COMBINED BOARD MEETING
Bay County Tourist Development Council
Panama City Beach Convention & Visitors Bureau, Inc.
Panama City Beach
Wednesday, July 8, 2009
1:00 p.m. Council Room
PCB City Hall

I. CALL MEETING TO ORDER

II. ROLL CALL

A. Invocation
B. Pledge of Allegiance

III. REQUESTS TO ADDRESS THE BOARD ON AGENDA ITEMS (3 Minutes)

IV. BOARD DISCUSSION ITEMS

A. Review and Discuss the Results From the Spring Break Perception Study And Set Date For The Spring Break Community Forum, Mr. Dan Rowe, President

V. AUDIENCE PARTICIPATION

VI. ADJOURNMENT

To download this agenda click here.

TDC/CVB Special Meeting Agenda – Summer Marketing

As discussed in previous TDC/CVB meeting on summer marketing efforts the board agreed to meet again before the summer season is in full swing to consider adding money and additional efforts to the summer marketing campaign. This meeting should examine the marketing avenue those additional monies will take. Should be an interesting one. Below is the agenda for this meeting.

AGENDA

COMBINED BOARD MEETING

Bay County Tourist Development Council

Panama City Beach Convention & Visitors Bureau, Inc.

Panama City Beach

Friday, May 29, 2009 – 2:00 p.m. – Board Room, Visitor Information Center

I. CALL MEETING TO ORDER

II. ROLL CALL

A. Invocation

B. Pledge of Allegiance

III. REQUESTS TO ADDRESS THE BOARD ON AGENDA ITEMS (3 Minutes)

IV. DISCUSS AND CONSIDER ENHANCEMENT TO THE SUMMER MARKETING CAMPAIGN, Mr. Dan Rowe, President

V. AUDIENCE PARTICIPATION

VI. ADJOURNMENT

Download the Agenda Here

TDC Meeting Agenda – Marketing: Summer Updates, Fall Preview

Tuesday’s combined Panama City Beach Tourist Development Council/Convention and Visitors Bureau (TDC/CVB) should shed some light on upcoming marketing programs. Expect to hear an insightful update on 2009 summer marketing programs. This topic has been discussed in previous meeting s but as summer is nearly upon us, expect tangible updates on the program’s implementation process.

For the first time this year we’ll also get early discussions on the Fall/Winter marketing programs. You’ll want to bring a pen and pad for this one. Also there will be a discussion on the 2010 vacation planner.

The three board action items include consideration for approval financial statements, consideration for approval the disposition of the loan to Flying High, LLC, and consideration for approval Coastal Planning & Engineering .

You can download the agenda here, or view it below.

AGENDA

COMBINED BOARD MEETING

Bay County Tourist Development Council

Panama City Beach Convention & Visitors Bureau, Inc.

Panama City Beach

Tuesday – 2:00PM – May 12, 2009 Council Room, PCB City Hall

CALL MEETING TO ORDER

II. ROLL CALL

A.Invocation

B. Pledge of Allegiance

III. REQUESTS TO ADDRESS THE BOARD ON AGENDA ITEMS (3 Minutes)

IV. UPDATE ON BED TAX COLLECTIONS, Ms. Charlene Honnen, Tourist Development Tax Specialist

V. BOARD ACTION ITEMS

A. Discuss and Consider for Approval CVB/TDC Financial Statements Dated March 31, 2009, Mr. Dan Rowe, President

B. Discuss and Consider for Approval the Disposition of the Loan to Flying High, LLC, Mr. Dan Rowe, President

C. Discuss and Consider for Approval Coastal Planning & Engineering Invoice #90428, Invoice #90432, and Invoice #90435, Mr. Dan Rowe, President

VI. BOARD DISCUSSION ITEMS

A. Mid-Year Update, Mr. Dan Rowe, President

B. Update on 2009 Summer Marketing Campaign, Ms. Susan Estler, VP of Marketing

C. Discuss Fall/Winter Marketing Programs, Mr. Dan Rowe, President

D. Discuss 2010 Vacation Planner, Mr. Dan Rowe, President

VII. PRESIDENT’S REPORT

VIII. CHAIRMAN’S REPORT

IX.  AUDIENCE PARTICIPATION

X. ADJOURNMENT

New PCB Website and Summer Marketing Campaign

On the agenda for the next regularly scheduled TDC meeting will be a presentation of the launch of the VisitPanamaCityBeach.com campaign, the summer marketing plan, “Focus Group Learnings”, and a report of the visitor’s surveys from the first quarter from the Klages Group.

You can download the agenda here, or read it below.

AGENDA

COMBINED BOARD MEETING
Bay County Tourist Development Council
Panama City Beach Convention & Visitors Bureau, Inc.
Panama City Beach
Tuesday, April 14, 2009                    9:00 a.m.        Council Room, PCB City Hall

I.    CALL MEETING TO ORDER

II.    ROLL CALL

A.    Invocation
B.    Pledge of Allegiance
C.    Approve Minutes From the March 10, 2009, and March 26, 2009 Meetings

III.    REQUESTS TO ADDRESS THE BOARD ON AGENDA ITEMS (3 Minutes)

IV.    UPDATE ON BED TAX COLLECTIONS, Ms. Charlene Honnen, Tourist Development Tax Specialist

V.    BOARD ACTION ITEMS

A.    Discuss and Consider for Approval CVB/TDC Financial Statements Dated February 28, 2009, Mr. Dan Rowe, President
B.    Discuss and Consider for Approval FDEP Grant 05BA2, Amendment #3, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
C.    Discuss and Consider for Approval FDEP Grant 07BA2, Amendment #1, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
D.    Discuss and Consider for Approval FDEP Grant H6BA1, Amendment #4, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
E.    Discuss and Consider for Approval Coastal Planning & Engineering 3-Year Monitoring Survey Scope of Work and Fee Proposal, Mrs. Lisa Armbruster, Sustainable Beaches, LLC
F.    Discuss and Consider for Approval Coastal Planning & Engineering Invoice #90326 and Invoice #90338, Mrs. Lisa Armbruster, Sustainable Beaches, LLC

VI.    PRESENTATIONS

A.    Launch Campaign for VisitPanamaCityBeach.com, Ms. Susan Estler, VP of Marketing
B.    2009 Summer Media Campaign Plan, Mr. Peter Yesawich, YPartnership
C.    Review of Focus Group Learnings, Mr. Peter Yesawich, YPartnership
D.    Review of Visitor Survey Results for First Quarter of 2009, Dr. Walter Klages, The Klages Group

VII.    BOARD DISCUSSION ITEMS

A.    Review of 2009 mtvU Program, Mr. Dan Rowe, President

VIII.    PRESIDENT’S REPORT

IX.    CHAIRMAN’S REPORT

X.    AUDIENCE PARTICIPATION

XI.    ADJOURNMENT

TDC Approves Resolution for 5th Cent Bed Tax Use

In what was quite possibly the quickest TDC meeting that I’ve ever attended, the Panama City Beach Tourist Development Council unanimously (with the exception of Buddy Wilkes – who is out of the country) approved the adopted resolution to the use of the 5th cent of the bed tax.  The tax increase is up for vote by the Bay County Commissioners tomorrow morning.

Florida statute mandates that TDC money levied through bed tax collections cannot be used “seat-guarantees”, but can be used for marketing purposes.  Spefically with the application proposed, the money will be used for cooperative advertising with the low cost airlines targeting potential visitors to our area that would use the low cost carrier(s) that would fly into our new airport. If the increase in approved tomorrow this will allow 15 months of time to market to future potential feeder markets and hopefully give a low-cost carrier additional incentive and comfort in coming to the new Panama City Bay County International Airport.

Bay County Commissioner Mike Nelson, who is also a member of the Tourist Development Council said that he thought this would be much more acceptable to the County Commission.

One of the stipulations to the resolution is that at the end of 5 years, the TDC would need to come back to the County Commission to vote on the 5th cent again, otherwise, it would expire.

Bay County Commission Meeting – 5th Cent Bed Tax Increase

Tuesday February 17th, the Bay County Commission in Panama City Florida will meet to again discuss the bed tax increase.  This is a regularly scheduled meeting with the bed tax discussion last on the agenda for discussion.  The January meeting resulted in the bed tax collection being increased from 3 cents to 4 cents.  The 5th cent was discussed, but it was decided to table that decision until this upcoming Tuesday.

If you remember the last meeting, I predicted that the fourth cent would pass but the fifth cent would not.  Commissioners Mike Thomas, Bill Dozier, and Mike Nelson were all in support of the increase, while Commissioner Gainer was adamantly opposed.  Commissioner and Chairman Jerry Girvin was considered the swing vote, and could go either way.  In the beginning he voiced that he wasn’t sure which way he would ultimately go.  In the end, he voted no to the fourth cent, but it still passed as all it needed was a majority.

The fifth cent requires a super-majority or 4 of the 5 commissioners.

You can download the agenda here.

Here are some related articles:

Bring on the Hike

Bed Tax – 4th cent passed, 5th cent tabled