Nature s Place to Play

Transcription

1 MEMORANDUM Hernando County Tourist Development Council Members TO: FROM: Honorable Chairman and Members of the Hernando County Tourist Development Council Tammy J. Heon, Manger, Tourism Development Therese White Motel 6 Spring Hill/Weeki Wachee Chairperson SUBJECT: DATE: TDC Meeting May 7, 2018 Attached are your agenda and back up materials for the TDC Meeting scheduled for 2:30pm on May 9, This meeting will be held at the Brooksville-Tampa Bay Regional Airport. If you have not already done so, please confirm your attendance at this time; via phone to or to dpecora@floridasadventurecoast.com Thank you, Joe Bernardini City of Brooksville John Athanason City of Weeki Wachee Sherry Pedonesi Member Mike Dolan DDolan House CatherineReeves The Bistro Tammy J. Heon Manager, Tourism Development Tammy J. Heon Manager, Tourism Development Nature s Place to Play

2 Hernando County Tourist Development Council Meeting May 8, :30pm 4:00 pm Location: Brooksville-Tampa Bay Regional Airport; Flight Path Drive, Brooksville, FL Meeting called by: Tammy J. Heon, Manager, Tourism Development Mission Statement The Hernando County Tourist Development Council will identify, create, support and enhance activities, consistent with community assets that increase visitation and provide local economic impact. 2:30 Call to Order 2:30-3:15 Approval of Minutes April 11, 2018 meeting Finance Report Tammy Heon Tourism Manager s Report Tammy Heon 3:15-3:25 Old Business Action Item TDC Member Applications 3:25-3:30 New Business 3:30-3:45 Council Member Reports Therese White, Chairperson John Athanason, City of Weeki Wachee Joe Bernardini, City of Brooksville Michael Dolan, Dolan House B&B Catherine Reeves, The Bistro Sherry Pedonesi, Member 3:45-4:00 Public Comment 4:00 Adjournment of Business Meeting

3 TDC Meeting 4/11/18 Page 1 HERNANDO COUNTY TOURIST DEVELOPMENT COUNCIL The Hernando County Tourist Development Council will identify, create, support and enhance activities, consistent with community assets that increase visitation and provide local economic impact. April 11, 2018 MINUTES OF MEETING The Hernando County Tourist Development Council conducted their meeting on Wednesday, April 11, 2018, at 2:30pm. The meeting was held in the conference room at the Brooksville-Tampa Bay Regional Airport, Flight Path Drive, Brooksville. The meeting had been advertised and the public was invited to attend. The following is an attendance record and summary of discussions that took place at the meeting. MEMBERS PRESENT: Therese White John Athanason Joe Bernardini Sherry Pedonesi Catherine Reeves Mike Dolan STAFF: Tammy Heon, Tourism Development Manager Debbie Pecora, Administrative Assistant II EXCUSED: Nick Nicholson CALL TO ORDER: TDC Chair Person, Therese White, called the meeting to order at 2:50pm on April 11, MINUTES of the March 14 meeting: A copy of the minutes of the March 14, 2018, meeting was included in the meeting package. MOTION: A motion was made by Mike Dolan to approve the minutes of the March 14, 2018, TDC meeting. Motion seconded by Joe Bernardini. Motion passed unanimously, 6-0. Therese White introduced Arlene Berry to the TDC Board Members. Ms. Berry is a new prospective TDC Member who attended the meeting to both observe and be interviewed by the TDC. FINANCE REPORT: Tammy Heon TDT Collections for the month of March 2018 were $99,733.93, an increase of 4.6% over FY 2017, which came in at $95, TDT Year-To-Date collections as of March 2018 were $533,432.32, an increase of 15.6% over 2017, which were $461, Year-To-Date Expenses are as follows: Personnel & Benefits - $156,690.69; Operating Expenses - $320,865.15, with outstanding encumbrances of $207,978.41; Non-Operating Expenses (all in reserves) - $205,938.00; Transfers to other Funds - $6, (all for Health Care Center). Total Expenses Year-To-Date - $483,699.84; Outstanding Encumbrances - $207,978.41, leaving a balance of $582,226.75, which includes the reserves. TOURISM MANAGER S REPORT: Tammy Heon Review Advertising Campaigns: Tammy Heon started with Madden Media s SEM Campaign, which has two components, search engine marketing and storytelling. Tammy Heon reported that between December 2017 through March 2018, the campaign generated 6,603 clicks, 102,627 impressions, and with a 5.9% CTR; almost three times higher than the travel industry average of 2.18%. Top Ad Word Groups are: visit, biking, hiking, manatees, attractions, kayak/paddleboard.

4 TDC Meeting 4/11/18 Another storytelling campaign completed with ITI Marketing, and Vacations2Discover.com; geotargeted for Florida and Georgia. Tammy Heon reported that between November 2017 through February 2018, the campaign generated 11,201 clicks. Southern Living Travel Section Ad: Tammy Heon presented the TDC Board Members with the advertising that was done in Southern Living Magazine Travel Section. Tammy Heon reported that The South s Best is all about travel around the South. In addition to the one-fourth page ad, we also purchased a one-fourth page advertorial and received some earned media in a write up about scallop diving. Page 2 Bike Florida: Tammy Heon reported that she and Mike Dolan traveled to Titusville on March 22, 2018, for a site visit and to review the tour logistics for Bike Florida Spring Tour Tammy Heon stated they toured and saw everything they had set up; how they organized their events, what they need and what they bring with them. The riders bring their own cars with bicycle racks and tents. Bike Florida is responsible for all their food and water, and organizing the ride and routes. The 2019 Spring Tour will be held on March 29-31, 2019, with six-hundred cyclists and tents. Tammy Heon stated the places she is thinking of hosting the Spring Tour 2019 are Sand Hill Scout Reservation, Tom Varn Park, The Quarry, and Jerome Brown Recreation Center all combined, The Withlacoochee State Forest, and Anderson Snow Park. Joy and Dave will be here to meet Tammy Heon and Mike Dolan on May 1, Tammy Heon mentioned that Dave had been very excited about the off-road Croom Trails and he stated the possibility of including an off-road/mountain bike component next year. Visit Widget: Tammy Heon reported that the Visit Widget app is in the testing stage. The splash screen is done and updated feeds are incorporated with tours and itineraries yet to be added. As soon as it is ready, Tammy Heon stated that there will be a page on Florida s Adventure Coast website to promote it, also it will be available in the app store. National Travel & Tourism Week: Tammy Heon reported it will be celebrated May 6-12, She stated that in the past we have held summits with seminars, brought in speakers, and last year we held a rally on the courthouse steps and then went inside for the reading of the Proclamation. Tammy Heon stated that we started a project last year that we will continue, the faces of tourism photographs. She reported that there seems to be a visibility problem with the TDC and Tourism Development Department in the community. Tammy Heon thinks it was created when we re-branded ourselves as the Florida s Adventure Coast Visitors Bureau. They are looking for Hernando County Tourism and don t know we are one and the same. She stated that during National Travel & Tourism Week, we are going to do outreach. We are creating some packets of information, it will include an overview letter explaining who we are and what we do, all of our brochures, and information on National Travel & Tourism Week and why we celebrate it. We will be hosing a FAMenger Hunt, a combination FAM Tour and Scavenger Hunt designed to be both educational and fun. The game will consist of businesses that people may not have been to and create an opportunity to get people out to see the different locations and educate them on things to do in Hernando County. They will need to take their picture at all locations and submit to us. All those who visit all locations and submit their photos within the time frame, which will end Thursday, May 31, 2018, will be entered a drawing for a major prize like a Visa gift card. Tammy Heon stated she will see what she can get donated. She reported that she is also considering getting window clings made with our logo, but they are very expensive, but she stated that it would be great if every business in the area had a six- inch window decal that says, Welcome to Florida s Adventure Coast. Brooksville Blueberry Festival: Tammy Heon reported that the Festival will be held April 28 and 29, 2018, in downtown Brooksville and the Tourism Bureau will have a booth. Tammy Heon invited all TDC Board Members to come out and volunteer their time and supply any literature they would like in our booth. Hernando County Fair: Tammy Heon reported it will be held from April 13-21, 2018, beginning with a ribbon cutting for their new porch on Friday night April 13, 2018, at 5:30pm. Tidal Brewing Company: Tammy Heon reported they are set to open around May 1, 2018, in a strip shopping plaza at the corner of Spring Hill Drive and Barclay Avenue.

5 TDC Meeting 4/11/18 Page 3 Copperheads: Tammy Heon reported it is a moonshine distillery and will be located on Horse Lake Road, but do not have an opening date yet. Visit Florida: Tammy Heon reported that are sponsoring a family influencer tour around the state of Florida and they will be paying for everything except lodging and attractions. As we are a family friendly destination, Visit Florida is giving Florida s Adventure Coast this opportunity. Tammy Heon got a room night at the Hampton Inn, donated by Manager, Parth Patel. Tammy Heon stated that they would like to see the mermaids at Weeki Wachee when they are here. This family of influencers has about 160,000 followers, which will provide great exposure for the destination. They will be visiting sometime in May ACTIVITY REPORTS I-75 VISITOR CENTER MARCH 2018: The visitor center had 289 guests in March The top origin states were as follows: MI, IL, and FL. Top origin country: Canada. Conversions in March: 10 people for overnight visits and 76 for day visits. Sign/Drive By and Family & Friends were the leading ways people found the visitor s center. Top interests were Florida State Map and Florida Adventure Coast Map in March WEEKI WACHEE VISITOR CENTER MARCH 2018: The visitor center had 1,251 guests in March The top origin states were as follows: WVA, FL, and OH. Top origin country: Canada. Conversions in March: 11 people for overnight visits and 70 for day visits. Friends & Family and Internet were the leading ways people found the visitor s center. Top interests were Florida Adventure Coast Map and Just Looking in March NEW BUSINESS: Visit Florida 2016 Economic Impact Report: Tammy Heon reported on the 2016 Economic Impact Report she received from Visit Florida, noting this only reports data for out-of-state visitors as follows: 2,902 jobs, an increase of 130 jobs from 2015, which was 2,772. Payroll from those jobs totaled $79.3 million, an increase of 5.3% over 2015 at $75.3 million. $39 million in state and local taxes; an increase of 4.8% over 2015 at $37.2 million; $8.2 million locally. Out-of-state direct visitor spending $188 million, up 5% from $179 million in Including indirect and induced impacts, tourism generated $284.9 million in total business sales, up 4.6% from $272.5 million in FY Budget: Tammy Heon presented a draft of the FY budget that she will present to the BOCC on May 8, She reviewed all budget line items. Operating Expenses Total - $807,856.02; Total Expenditure Budget - $1,374, MOTION: A motion was made by Mike Dolan to accept a draft of the FY Budget. Motion seconded by Joe Bernardini. Motion passed unanimously, 6-0. Team Building Sports: Tammy Heon introduced Dennis Gordon with Team Building Sports, which used to be Tampa Bay Softball. Mr. Gordon stated that he held his first inaugural tournament with Florida s Adventure Coast in He has been hosting tournaments and a lot of different sporting events since Mr. Gordon stated that he has been very successful outside of Hernando County hosting tournaments. He heard Tammy Heon on the radio during her Tourism Tuesday show and would like to bring more events to Hernando County. Mr. Gordon stated that he has partnered with the Hernando Post and would like to do a Sports Festival in Hernando County at Anderson Snow Park sometime in He reported that the past tournaments had more players from Hernando County playing in other areas outside Hernando County and he wants to change that. Mr. Gordon would like for the players to have things to do while they are here and he suggested TreeUmph! He stated that he does podcasts with Hernando Post called Tampa Bay Softball. Mr. Gordon also reported that he wants to bring a volleyball tournament to Weeki Wachee, as Sunshine State Outdoor Volleyball Association, has partnered with him. He uses the Hernando Post to advertise events. Mr. Gordon stated that he does not

6 TDC Meeting 4/11/18 need money, as he has sponsors and money, just needs a place to host the tournaments in Hernando County and our support. Mr. Gordon introduced Anthony Amos from the Hernando Post. Mr. Amos explained that currently the Hernando Post has thirteen shows they do. Mr. Amos stated that over the past three years, they have reached over one-half million viewers. He stated that each video gets between 300-1,500 views. Mr. Amos reported he creates television style productions in his studio. He would like to partner with Florida s Adventure Coast and put together a program of what is happening in Hernando County. Tammy Heon asked about the cost. Mr. Amos reported that to do fifteen shows at one-half hour each, the cost would be approximately $1, OLD BUSINESS: Page 4 TDC Member Application: Tammy Heon introduced Arlene Berry who is interested in the Non-Tax Collector Position. Tammy Heon welcomed Ms. Berry to tell the TDC Board Members about herself. Ms. Berry stated that she has lived in Hernando County for twenty-five years and worked as a nurse in a couple local hospitals. She stated that she rides her bike on the different trails in Hernando County and she camps. Ms. Berry stated that she would like to be involved in Hernando County. She stated that she really enjoyed the meeting and she is very interested in joining the TDC Board. Sherry Pedonesi stated she noticed in Ms. Berry s application that she travels a lot and would it be a problem making a commitment to attend the TDC meetings once a month? Ms. Berry stated that she would be traveling for two months in the summer, but would only miss one meeting. Tammy Heon reported that the statue states a member should not miss more than three meetings per year. Mike Dolan asked if Ms. Berry had any budget or business experience? Ms. Beery responded by stating her father was in business for himself, but she has no formal business experience. Therese White informed Ms. Berry that all TDC Board Members are volunteers dedicated to tourism and asked if she would be interested in volunteering for events? Ms. Berry said absolutely. Tammy Heon thanks Ms. Berry for coming to the meeting and informed her she would be following up with her soon. A discussion followed when Arlene Berry departed. Mike Dolan stated his concern that she does not have a business background and thinks that would limit her. Joe Bernardini stated since we are dealing with tax payers money, you need an average person s perspective on things. Tammy Heon reminded the TDC Board Members that received four applications and three of them were eliminated, except for Arlene Berry s as she was the only applicant that had any connection to tourism, though it is minimal. Tammy Heon stated she could go and advertise again. John Athanason informed the TDC Board Members that he will not be running for re-election for the City of Weeki Wachee when it comes up for renewal in October He stated he would not be an elected official and could apply for the non-tax collector position that was open. Sherry Pedonesi asked if the TDC could hold the non-tax collector position open until October 2018 for John Athanason? Therese White asked if the vote could be postponed until the next TDC meeting in May. Since the TDC Board Members could not agree on the vote, Therese White tabled this discussion until the next TDC meeting, scheduled for May 9, TDC Member Reports: John Athanason: He reported that Weeki Wachee Springs State Park is gearing up for the summer. He stated that MTV was at the Park on April 10, 2018, recording a top television show called Flora-Bama, which is the number one show on MTV. John reported that he is working with Visit Florida as they choose Weeki Wachee State Park as one of the top five attractions in the State and will be filming a commercial. Mike Dolan: He stated that business is slowing down; as he did almost as much business in the first three months of this year and he did the whole year in He reminded the TDC Board Members about Friday Night Live at the Bandshell in downtown Brooksville on the second Friday of every month from 6:00pm-9:30pm. The next one is April 13, Mike reported that the first one held March 10, 2018, was attended by approximately 1,200 residents and visitors.

7 TDC Meeting 4/11/18 Page 5 Catherine Reeves: She hired a new chef at Rising Sun Cafe, which she has changed the name to The Bistro. She has applied for a liquor license and is waiting to receive that. She reported that on November 4, 2018, there will be a fundraiser to benefit Operation Heartfelt with the headliner entertainment of Big and Rich to be held at the Brooksville-Tampa Bay Regional Airport Hanger. Public Comments: None With no additional reports or business to be conducted, the meeting was adjourned at 5:05pm. Prepared by: Debbie Pecora

8 Don Barbee Jr. Clerk of Circuit Court & Comptroller, Hernando County FL Department of Financial Services - Room N. Main Street, Brooksville, FL (352) TO: Tourist Development Council (TDC) Members: Therese White, Chair Joe Bernardini, City of Brooksville John Athanason, 2 nd Chair Sherry Pedonesi Mike Dolan Catherine Reeves FROM: SUBJECT: Department of Financial Services March Tourist Development Tax revenue (April 2018 collections) DATE: May 2, 2018 Comparison of Collections Current Year to Prior Year Current Year Prior Year Reporting Month April 2018 $ 140, $ 121, Year-To-Date $ 674, $ 583, Effective November 2014 reporting period, collections based on rate of 5% Fiscal Year Revenue Comparison $155, $135, $115, $95, $75, $55, $35, $15, Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Tax Revenue by Category Reporting Period Statistics Hotel/Motel 66% Hotel/Motel (66%) $93, Campground-RV Parks Residential/Other 27% 7% Campground/RV Parks (7%) $9, Residential/Other (27%) $37, CC: Don Barbee Tammy Heon George Zoettlein Amy Blackburn

9 Website Analytics Summary April 2018 (4/1 4/30) OVERVIEW Traffic & Pageviews Sessions Users Pageviews Pages/Session/Duration %New Sessions 6,962 6,162 12, : GEOGRAPHY Top States

10 Top Cities Acquisition Top Traffic Sources

11 Social Media Traffic Top Referrers

12 Behavior New vs Returning Top Pages Visited Page Title

13 Landing Page Exit Page

14 Content Drilldown Demographics

15 Interests Technology

16 LEAD SOURCE REPORT - Fiscal Year October 1, 2017 thru September 30, 2018 FISCAL YEAR TOTALS US LEADS CANADIAN LEADS CLICKS* Totals 5,827 4, BEST OF AMERICAN TRAVEL (BOAT) - FALL (Oct17 - Feb18) Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS US ,387 CANADA , VISIT FLORIDA MAGAZINE - (Miles Media) / (Yearly) Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Leads SOUTHERN LIVING MAGAZINE Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Leads Clicks* AAA LIVING ** Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Primary n/a Secondary n/a AAA LIVING SOUTH ** Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Primary n/a Secondary n/a * RE: Click-throughs to the Florida's Adventure Coast website ** RE: AAA: Primary Leads - the consumer specifically requested information from you; Secondary Leads - the consumer selected a category that you were listed in April 2018 Leads Report created by SW on 5/3/2018

17 I-75 Visitor Information Center Visitors April 2018 FY 10/1/17 to current: 2,316 Phone Calls Month Walk ins Residents Total In-state Out of State Total April Demographics Age Group Month April Top Origin States Month FL KY MI-NJ-NY (Tie) IN-MS (Tie) April Top Origin Countries Month CANADA April Month (Blank) Signage / Drive by How did they find us? Friends & Family Return Visit Internet Hotel AAA March Route traveled to get here Blank/Unsure I-75 Hwy-50/US-98 US-301 US-19 I Conversions (na = no answer) Month Hotel / Camping Other Lodging Captured: Lunch Captured: Dinner Captured: Visit Day Captured Overnight Intent to Return April 2018 H: 12 / C: 1 O: 31 / na: Month Adventure Coast Map Things to Do Florida Map Weeki Wachee Events Restaurants Directions April TreeUmph! Brooksville Wildlife Hotel/Motel Pine Island / Beaches Withlacoochee Chinsegut Hill Just Looking Kayaking / Canoeing Interests & Comments Boyette's Grove Shopping Scalloping Children's Attractions New Resident SW 5/3/2018 F:\TDC\Staff Reports\I-75 VIC reports\ \april 2018 I75 VIC Report

18 Weeki Wachee Springs Visitor Information Center Visitors Fiscal Year Total - October 2017 to current: 4,386 Month Visitors Residents Total April 2018 Out of Park Pass April Demographics Age Group Month April Top Origin States Month FL OH MI NY PA WV MN April Top Origin Cities Month Charleston, WV & Spring Hill, FL (Tie) Springfield, OH Pinellas Park, FL April Top Origin Countries Month Canada United Kingdom April Friends & Family Internet Revisit RV Park How did they find us? FL Legend / History Local / Resident Brochure / Tourism Total: 0 Word of Mouth Route traveled to get here 777 Blank/Unsure US-19 I-75 Hwy-50/US-98 FL-589 Hwy Conversions Month Hotel or Campground Captured: Lunch Captured: Dinner Captured: Day Visit Captured: Overnight Intent to Return for Future Visit April 2018 H: 14 / C: Interests & Comments Florida's WW Park Kayaking / Adventure Just Looking Schedule/ Things to Do FL Map Restaurants Canoeing Month Coast Map Map April Homosassa FL State Pine Island Children's WW Brochure Manatees Homosassa Wildlife Park Parks Park Hand-outs Directions Linda Pedersen Park Weeki Wachee Info Beaches Gift Shop Brooksville TreeUmph! SW 5/4/2018 F:\TDC\Staff Reports\WWSSP VIC Reports\Fiscal Year \WWVic April Board Report 2018