MEMORANDUM. Hernando County Tourist Development Council Members Therese White Motel 6 Spring Hill/Weeki Wachee Chairperson

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1 TO: FROM: SUBJECT: DATE: MEMORANDUM Honorable Chairman and Members of the Hernando County Tourist Development Council Tammy J. Heon, Manger, Tourism Development TDC Meeting September 18, 2018 Attached are your agenda and back up materials for the TDC Meeting scheduled for 2:30 on Thursday, September 20, 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 Thank you, Hernando County Tourist Development Council Members Therese White Motel 6 Spring Hill/Weeki Wachee Chairperson John Mitten Hernando County Board of County Commissioners John Athanason City of Weeki Wachee Joe Bernardini City of Brooksville Sherry Pedonesi Member Michael DeFelice Member Mike Dolan The Dolan House Catherine Reeves The Bistro Tammy J. Heon Manager, Tourism Development Melissa Kehler Chinsegut Hill Retreat Tammy J. Heon Manager, Tourism Development

2 Hernando County Tourist Development Council Meeting September 20, :30PM 5:00PM 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 2:30-3:00 Approval of Minutes August 16, 2018 meeting Finance Report Tammy Heon Tourism Manager s Report Tammy Heon 3:30-3:30 Old Business Update on FOWA Conference SSL Productions TDC Grant Funding Application 3:30-4:00 New Business Media Buys for Fall TDC Member Terms TDC/Staff FAM Tours 4:00-4:20 Council Member Reports John Athanason, City of Weeki Wachee Joe Bernardini, City of Brooksville John Mitten, County Commissioner Catherine Reeves, The Bistro Michael Dolan, Dolan House B&B Michael DeFelice, Hernando Grower s Association Melissa Kehler, Chinsegut Hill Retreat Sherry Pedonesi Therese White, Motel 6; Chairperson 4:20-4:30 Public Comment 4:30 Adjournment of Business Meeting

3 TDC Meeting 8/16/18 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. August 16, 2018 MINUTES OF MEETING The Hernando County Tourist Development Council conducted their meeting on Thursday, August 16, 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: John Mitten Mike Dolan Sherry Pedonesi Catherine Reeves Michael DeFelice STAFF: Tammy Heon, Tourism Development Manager EXCUSED: Therese White and Joe Bernardini CALL TO ORDER: Mike Dolan, TDC Board Member called the meeting to order at 2:41pm on August 16, MINUTES of the July 12, 2018 meeting: A copy of the minutes of the July 12, 2018, meeting was included in the meeting package. MOTION: A motion was made by Sherry Pedonesi to approve the minutes of the July 12, 2018, TDC meeting. Motion seconded by Mike Dolan. Motion passed unanimously, 5-0. FINANCE REPORT: Tammy Heon TDT Collections for the month of July 2018 were $84,575.04, an increase of 17.5% over FY 2017, which came in at $71, TDT Year-To-Date collections as of July 2018 were $910,629.47, an increase of 13.1% over 2017, which were $805, Year-To-Date Expenses are as follows: Personnel & Benefits - $241,209.84; Operating Expenses - $800,548.62, with outstanding encumbrances of $185,651.15; Non-Operating Expenses (all in reserves) - $205,938.00; Transfers to other Funds - $6, (all for Health Care Center). Total Expenses Year-To-Date - $1,047,902.46; Outstanding Encumbrances - $185,651.15, leaving a balance of $281,198.54, which includes the reserves. STR Report Year over Year for June 2018 Occupancy 7.8% up for the month ADR 3.2% up for the month RevPAR 11.2% up for the month Year-to-Date as of June 2018 Occupancy Up 1.3% ADR Up 3.1% RevPAR Up 4.4%

4 TDC Meeting 8/16/18 Page 2 TOURISM MANAGER S REPORT: Tammy Heon Partner Outreach: Tammy Heon suggested quarterly partner engagement meetings to be held at various locations; Eastside and Westside in Hernando County. The meetings will be published in our newsletter. The first meeting will be held Tuesday, November 13, 2018, hosted by The Bistro at 5:30pm. ITI Events Feed/Visit Widget: Tammy Heon reported the problems we were experiencing with the Facebook feed have been resolved. ITI feeds are fixed and new events feed includes Event Brite and Evently, in addition to Facebook. In addition, ITI has a manual-add feature for partners/organizations that have events, but no Facebook pages of their own. Restaurant listing are all up-to-date and are live. The trip planning application from Visit Widget will be going live this week; in a launch, promotion will begin after the FOWA conference. Madden Media SEM Campaign Report: Tammy Heon reported that Madden Media SEM Campaign continues to perform well; has now delivered a total of 11,992 clicks for the campaign. The CTR (click through rate) in July ended at 6.71%. This is three times higher than the travel industry average of 2.18%. We had 1,442 clicks for the month of July Scallops was the adgroup that brought the most visitors to the site, followed by manatees, visit, biking, attractions, hiking, kayak/ paddleboard, lodging, fishing and events/festivals. Top Keywords: Florida scallop season 2018, manatee viewing in Florida, Florida scallop season, great destinations in Florida, bike rides in Florida, hiking trails in Florida, Central Florida places to visit, West Florida tourist attractions, Florida bike trails, kayak tours in Florida, and kayaking in Florida. ACTIVITY REPORTS I-75 VISITOR CENTER JULY 2018: The visitor center had 111 guests in July The top origin states were as follows: FL, LA, and GA. Top origin country: Denmark. Conversions in July: 0 people for overnight visits and 22 for day visits. Signage/Drive By and Internet were the leading ways people found the visitor s center. Top interests were Things To Do and Florida s Adventure Coast Map in July WEEKI WACHEE VISITOR CENTER JULY 2018: The visitor center had 839 guests in July The top origin states were as follows: FL, OH, and PR. Top origin country: Netherlands. Conversions in July: 18 people for overnight visits and 50 for day visits. Family & Friends and Brochure were the leading ways people found the visitor s center. Top interests were Park Schedule/Map/Info and Florida s Adventure Coast Map in July OLD BUSINESS: FOWA Update: Tammy Heon reported we have the following giveaway items: waterproof bag, insulated water bottle and cooling neck towel, all will have our logo on them. Registration is now open. Tammy Heon stated there are two events that are mandatory we provide: a fishing tournament and a shooting event. She reported there are more people signed up to go on the Kegs, Casks & Corks tour than both mandatory events. Tammy Heon invited all TDC members to the dinner that we will be hosting on Wednesday, September 12, 2018, at Weeki Wachee Springs State Park, starting at 6:00pm. She stated there will be a 6:45pm performance by the mermaids inside the theatre and dinner will be served at 7:30pm. Tammy Heon reported that Guest Services will donate one keg of beer and the wine, for the complimentary cocktail. Tammy Heon will send all TDC members the full itinerary. TDC Member Applications: Tammy Heon introduced Melissa Kehler and Yann Milcendeau who have applied for the one tax collector s position that is open. Yann Milcendeau: He came to Hernando Beach two years ago and since taking over the Hernando Beach Motel, has increased occupancy by 75%. He now has twenty-four boats in slips. He reported that not many people know about the artificial reef that is three miles away from Hernando Beach, as no one goes out there. He is a certified boat captain and wants to take people out to the reef. He stated that Hernando Beach residents do not want to develop the area. He is

5 TDC Meeting 8/16/18 adding eighteen units to the motel and wants to add an observation deck and tiki bar on top. He would also like to legalize golf carts on Shoal Line Blvd. and reduce the speed from 40 miles an hour to 35 miles an hour. He wants to be a TDC members because his vision is from the outside and he will bring a different perspective to the council. Page 3 Melissa Kehler: She moved to Florida in April 2018, to run Chinsegut Hill Retreat. She was born and raised in upstate New York. She worked at a retreat center for twelve years, primarily working to raise funds. She reported they raised over $32 million at that location through gifts from individuals. She has one son who is in the Air Force, so she no longer has ties to New York. She stated that as soon as she saw Chinsegut Hill for the first time, it felt like home. She has a Masters in Travel & Tourism. Customer service is her thing. She runs all reservations through Air B&B, so they can capture the tax and audience. She would like to join the TDC so she can lock arms with all members; with us working together, we are all stronger. When she gives tours at Chinsegut Hill, she mentions other attractions and restaurants in the area, which she feels is the best way to grow Chinsegut and tourism together. MOTION: Following a discussion by all TDC members, a motion was made by Michael DeFelice to accept Melissa Kehler as the new TDC member into the tax collector s open position. Motion seconded by John Athanason. Motion passed unanimously, 5-0. NEW BUSINESS: Renewal of STR (Smith Travel Research) Agreement: Tammy Heon reported that the contract is up for renewal and contains three reports. She originally budgeted for $4,625.00, but the cost has gone up to $5, MOTION: A motion was made by Sherry Pedonesi to accept the price increase for the three STR reports at $5, Motion seconded by John Athanason. Motion passed unanimously, 5-0. TDC Grant Funding Applications: Hernando Fine Arts Council/Art in the Park: Jan Knowles (Third Year) Jan Knowles reported that the event will once again be held at Tom Varn Park on March 9-10, She reported they have a new logo. They had applied for a cultural grant from the State for $10, and only received $1, She stated that 2018 was the most successful years for Art in the Park, and 52% of the visitors were out of county. This year they will use more social media and will be advertising in The Villages. They have a new website vendor and getting setup to accept PayPal. They will have over 350 student artists on display and will expand their parking. Jan Knowles reported that they like to partner with other events. She reported that all proceeds go back to the community. Brooksville Vision Foundation/Good Neighbor Trail Ride: Mike Dolan (First Year) Mike Dolan estimated that they will have between riders. He reported that their marketing is mostly through social media and CAAM s marketing arm. He stated that they expect mostly out of state riders, with 35-40% out of Hernando County. The Good Neighbor Trail Ride will be in conjunction with the Good Neighbor Festival to be held on Saturday, October 13, Mike Dolan stated, come for the festival, stay for the ride. Evans Media/Florida Bluegrass Classic: Ernie & Debi Evans (Third Year) Ernie Evans reported that this is the largest music festival in Florida. He reported that Brooksville has all the potential to become the music mecca of Florida. This is the oldest bluegrass festival going strong after forty-two years. He stated that they have secured Ricky Skaggs for the headline entertainment. He reported that they started marketing the event in February The event will run from February 18-24, 2019, at Florida Classic Park.

6 TDC Meeting 8/16/18 Page 4 Evans Media/Spring Bluegrass Festival at Sertoma Ranch: Ernie & Debi Evans (First Year) Eric Evans reported that this is not a new event, but they stepped in to help Sertoma Ranch run the event. The event helps fund the ranch. They contribute $7.00/per person to Sertoma Ranch; approximately $7, goes to the ranch. They have increased the event by 20-30% already. The event will be held from March 20-24, Hernando County Grower s Association/Bike Rally & Cruise-In: Michael DeFelice (First Year) Michael DeFelice explained the Bike Rally has been very successful and that it supports the Farmer s Market. They have a new location for the Farmer s Market, off Route 41/Broad Street. They now have permanent signs, with bathrooms and better visibility. Michael DeFelice stated that he is now bringing local produce into the area schools. He would like to give the rally to the Enforcers Motorcycle Club to run going forward; he would be the Vice President. The events will be held Veteran s Day weekend in November 2018 and St. Patty s Day in March The Arc Nature Coast/Spring Lake Memorial Classic: Mark Barry (First Year) Mark Barry explained that the race is to raise money and awareness of people with disabilities. This race started with mostly local runners; it was not timed or a high-tech race before last year. He stated they get 100+ runners every year. They did increase the event in 2018 and added chip timing and added a 10K to the original 5K. Most of the increase in numbers is from outside Hernando County and most runners are women 55+ in age. Mark Barry explained the race is unique to Brooksville as it is called run the hills as there are 8 hills in the 10K course. He thinks they can double the participation with additional marketing; with increasing the numbers this increases sponsorships all to benefit The Arc Nature Coast. The race is planned for May 25, 2019, off Nerf Lake Road. SSL Talent & Productions, Inc./Freedom Fest Florida 2018: Scott Lockhart & Shaun Scheller (First Year) Scott Lockhart explained that the Freedom Fest will be held November 10-11, 2018, Veteran s Day weekend, at Florida Classic Park. He stated that he has secured Morgan Wallen as the headliner to perform. This event will be family friendly and will offer separate family camping. He reported that they would like to have this event every year. They work with Hernando County Parks & Recreation and support different charities, including Wreaths Across America. They are partnering with Hernando County Parks & Recreation to do their first local event; the upcoming Summerfried & Countrified event to be held Saturday, September l, 2018, Labor Day weekend at Linda Pederson Park. Tammy Heon is recommending the following: Hernando County Fine Arts Council/Art in the Park - $1,000.00; Brooksville Vision Foundation/Good Neighbor Trail Ride - $2,500.00; Evans Media/Florida Bluegrass Classic - $3,000.00; Evans Media/Spring Bluegrass Festival at Sertoma Ranch - $4,000.00; Hernando County Grower s Association Bike Rally & Cruise In - $3,000.00; The Arc Nature Coast/Spring Lake Memorial Classic - $1,500.00; SSL Talent and Productions, Inc., a discussion followed and all TDC members would like to hold off on awarding grant funding until we see how well their first local event goes with the Summerfried & Countrified Concert on September 1, We will revisit this at the next TDC meeting to be held on September 20, MOTION: A motion was made by Catherine Reeves to approve the Grant Funding as follows: Art in the Park - $1,000.00; Good Neighbor Trail Ride - $2,500.00; Florida Bluegrass Classic - $3,000.00; Spring Bluegrass Festival at Sertoma Ranch - $4,000.00; Bike Rally & Cruise In - $3,000.00; Spring Lake Memorial Classic - $1, Freedom Fest Florida 2018 hold to see how their Summer Fried & Countrified event goes on September 1, 2018; revisit it at the next TDC meeting on September 20, Motion seconded by Michael DeFelice. Motion passed unanimously, 5-0. Council Member Reports: None

7 TDC Meeting 8/16/18 Page 5 Public Comments: None With no additional reports or business to be conducted, the meeting was adjourned at 5:35pm. 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, Motel 6, Chairperson Joe Bernardini, City of Brooksville John Athanason, City of Weeki Wachee Sherry Pedonesi John Mitten, County Commissioner Mike Dolan, Dolan House B&B Catherine Reeves, The Bistro Michael DeFelice, Hernando Grower s Association FROM: SUBJECT: Department of Financial Services July Tourist Development Tax revenue (August 2018 collections) DATE: September 5, 2018 Comparison of Collections Current Year to Prior Year Current Year Prior Year Reporting Month August 2018 $ 74, $ 73, Year-To-Date $ 985, $ 878, 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 CC: Hotel/Motel Campground-RV Parks Residential/Other Don Barbee Tammy Heon George Zoettlein Toni Brady Tax Revenue by Category 79% 20% 1% Reporting Period Statistics Hotel/Motel (79%) $58, Campground/RV Parks (1%) $ Residential/Other (20%) $15,281.94

9 Tourism Development Expenditures as of September 5, 2018 Expenditures Budget Year-to-Date Expenses Outstanding Encumbrances Available Balance Year-to-Date 510 Personal Total $322, $262, $0.00 $60, % 530 Operating Expense Total $919, $816, $185, $103, % 590 Reserves Total $80, $0.00 $0.00 $80, % 591 Transfer Total $6, $6, $0.00 $ % Grand Total $1,329, $1,084, $185, $244, %

10 Website Analytics Summary August 2018 (8/1 8/31) OVERVIEW Traffic & Pageviews Sessions Users Pageviews Pages/Session/Duration %New Sessions 6,281 5,355 14, : GEOGRAPHY Top States

11 Top Cities Acquisition Top Traffic Sources

12 Social Media Traffic Top Referrers

13 Behavior New vs Returning Top Pages Visited Page Title

14 Landing Page Exit Page

15 Content Drilldown Demographics

16 Interests Technology

17 LEAD SOURCE REPORT - Fiscal Year October 1, 2017 thru September 30, 2018 FISCAL YEAR TOTALS US LEADS CANADIAN LEADS CLICKS* Totals 7,734 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 ,696 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 ,097 * 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 August 2018 Leads Report created by MR on 9/3/2018

18 I-75 Visitor Information Center Visitors August 2018 FY 10/1/17 to current: 2,670 Phone Calls Month Walk-ins Residents Total In-state Out-of-State Total August Demographics Age Group Month August Top Origin States Month FL OH NC August Top Origin Countries Month FRANCE August Month (Blank) Signage / Drive-by How did they find us? Live in FL / Hernando Co. Family August Route traveled to get here Blank/Unsure I-75 US-301 Hwy-50/US-98 I Conversions (na = no answer) Month Hotel / Camping Other Lodging Captured: Lunch Captured: Dinner Captured: Day Visit Captured: Overnight Intent to Return August 2018 H: 2 / C: Month Adventure Coast Map WWSSP Things to Do Wildlife FL State Road Map Directions August Brooksville TreeUmph! Events Beach / Pine Island Chinsegut Retreat Museum Restaurants Lodging Fishing "Just Looking" Kayaking / Canoeing Interests & Comments Chinsegut Conservation Ctr ATV Riding Biking / Bike rental Trails SW 9/18/2018 F:\TDC\Staff Reports\I 75 VIC reports\ \August 2018 I75 VIC Report

19 VA MI NH NY WV OH & AK MR 9/18/2018 F:\TDC\Staff Reports\WWSSP VIC Reports\Fiscal Year \WWVic August Board Report 2018