TOURIST DEVELOPMENT COUNCIL There was a meeting of the Indian River County (IRC) Tourist Development Council (TDC) on Wednesday, August 21, 2013, at 2:00 p.m. in the Commission Chambers of the County Administration Building, 1801 27 th Street, Building A, Vero Beach, Florida. Present were Chairman Joseph Flescher, County Commissioner; Vice- Mayor Don Wright, Sebastian Municipal Officer; Tracy Carroll, Vero Beach Municipal Officer; Jennifer Bates, and Scott Dipietro, Owner/Operator Tourist Accommodations Appointee; and George O Malley and Mayor Susan Adams, Interested in Tourist Development Appointees. Absent was Keith Kite Owner/Operator Tourist Accommodations Appointee Also present were IRC Staff: Jason Brown, Office of Management Budget Director; and Laura E. Vasquez, Commissioner Assistant, District 2. Others present: Penny Chandler and Allison McNeal, Indian River Chamber of Commerce; Beth Mitchell, Sebastian River Area Chamber of Commerce; Rich Nalbandian, Treasure Coast Sports Commission (TCSC); Rebecca Rickey, Vero Heritage, Inc.; Barbara Hoffman Cultural Council and Janice Sellers, Indian River County Historical Society. Call to Order Chairman Joseph E. Flescher called the meeting to order at 2:00 p.m. and led the pledge of allegiance. Additions or Deletions to the Agenda Chairman Flescher announced Ursula Gunter had resigned her position with the Tourist Development Council effective August 21, 2013. He said the vacancy would be announced at the next Board of County Commission meeting which was scheduled for September 10, 2013. Approval of Minutes from May 15, 2013 (Action Item) ON MOTION BY Mr. O Malley, SECONDED BY Ms. Bates, the members voted unanimously (7-0) to approve the May 15, 2013 meeting minutes of as presented. TDC/APPROVED 1 August 21, 2013
TDC/APPROVED 2 August 21, 2013
Tourist Tax Revenues Update Mr. Jason Brown, Office of Management and Budget Director, reviewed the information contained in the Tourist Tax Revenue Report dated July 2013, a copy of which is on file in the Commission Office. He reported the Tourist Tax Revenues of $129,519 in June 2013, compared to last June 2012 which was in the amount of $100,244. He stated year-to-date through June 2013; Tourist Tax Revenues were up 29.2% percent from the last year and reminded the members the County s Fiscal Year began on October 1 st. Tourism Update PowerPoint Presentation by the Indian River County Chamber of Commerce (IRCOC) Ms. Allison McNeal, Tourism Director with IRCOC, gave an Indian River Tourism Update in a PowerPoint Presentation, a copy of which is on file in the Commission Office. Ms. McNeal highlighted the following in her presentation: Smith Travel Research (STR) as of July 2013; Year to Date Hotel Occupancy increased 2.4%: Average Daily Rate increased 4.8%; Year to Date Demand increased 2.7%; Year to Date Revenue increased 7.6% Website Statistics FY 2011/2012 had 47,945 visits; FY 2012/2013 had 61,378 visits; from October 1, 2012 through August 20, 2013 there was an increase of 78% Visitor E-Newsletter increased from 15,800 to over 28,000 and was still increasing Social Media increased by 360% which included Facebook, Instagram, Pinterest, Twitter and You Tube Hotel Search Engine for the Indian River Chamber had 997 searches and the Sebastian chambers had 81 searches IRC Stay and Play Staycations; 11 hotels participated a landing page was created and got 992 views 502 Facebook likes. It was promoted through press releases attended the County Health fair and a courtesy ad was placed in the Inside Track Almanac Harris Corporation Employee Discount Program has 18,000 employees worldwide 9 hotels were participating in discounted packages that were offered on the Harris website Discount Weddings there were 5 wedding shows in FY 2013 and produced 2,867 leads TDC/APPROVED 3 August 21, 2013
3,000 copies of the second edition of the Wedding Guide; the Come Discover Love website had 17,176 visits Nine wedding planners from Orlando will be attending a three day familiarization tour at participating venues Vendor Expo at the Heritage Center local vendors will meet with Orlando wedding planners Generated Revenues: FY 2011/2012 6 hotels reported $885,804 for FY 2012/2013 5 hotels reported $1,126,612 a 78% increase Six family reunions were scheduled at an estimated economic impact of $300,000 Overnight International Bus Tour Continue to build bridal data base and wedding planners data base Continue to promote Guide and Website Eco Tourism: Continue to advocate for a healthy lagoon, assist partners in promotion of packages, promote Indian River County as an Eco-Destination Heritage, Arts & Culture: Continue to promote Indian River County as cultural historical destination, work with partners and hotels Groups and Meetings: Continue to promote Indian River County as a meetings destination, military reunions, family reunions work with hotels Attend shows at The Villages International Markets: Brand U.S.A. Destination Marketing Organizations appointed by the government to promote visitations to the U.S.A. Create three 2 minute videos in language for Germany, U.K. and Canada Treasure Coast Co-op: Develop a Treasure Coast brand, attend consumer shows, Attend an International show in Montreal Mobile Application New website Digital Advertising Advertise on Expedia Fox 29 News: Multi-media, integrated marketing campaign to run June through September DMA Boca Raton to Sebastian Summer hotel package giveaway Print Advertising: Orlando Magazine, The Palm Beacher, Stuart News, Boca Life, Jupiter Magazine, Ft. Lauderdale Magazine, Gold Coast TDC/APPROVED 4 August 21, 2013
Sebastian River Area Chamber Presentation Ms. Nicole Holbrook, Sebastian River Area Chamber of Commerce, gave a Sebastian River Area Tourism Update in her PowerPoint Presentation, a copy of which is on file in the Commission Office. Ms. Holbrook also highlighted the following in her presentation: Designated Visitor s Center for the Indian River Lagoon National Scenic by-way in Indian River County Launched a new website in February, 2013 www.sebastianchamber.com Advertising: 2013 Travel Guide to Florida 66,000 copies on newsstands in the USA and Canada Digital version was available at Zinio.com, Apple Store, and PocketMags.com Florida Sportfishing Magazine, January/February 2013, ¼ page ad, Circulation was 60,000 in 8 issues with a readership of 180,000 Digital Version was available at www.floridasportfishing.com Advertised in the Florida Travel & Lifestyle Magazine for May/June & July/August, 2013 Recreation News: Official Publication of our Government s Recreation Association, 1/6 page color ad with a circulation of 100,000 and a readership of 250,000, it targeted the Mid-Atlantic (Washington/Baltimore area), 70% of the 100,000 circulated print was delivered directly to the desks of government employees, a PDF version and tablet edition was available at www.recreationnews.com Bird Watcher s Digest: Circulated to; New England, mid-atlantic, East and West North Central Mountain areas, the Pacific, Canada, and foreign Visitors Guide: Circulation of 25,000 was printed annually, and was available at Visit Florida Welcome Centers, the Chamber Visitor Center, Various tourism related businesses, Local festivals, Melbourne International Airport Baggage area, Kiosk and Information desk, mailed responses to all inquiries Concierge Books: The Sebastian River Area s Who, What, When & Where guide to: Local restaurants, Attractions, Activities, and Events 2013-2014 Advertising: Sebastian Chamber was awarded a $2,500 advertising matching grant from Visit Florida. The Chamber said the publications of interest were; Recreation News (November 2013), TDC/APPROVED 5 August 21, 2013
Coastal Angler, Florida Travel & Lifestyle, Space Coast Birding & Wildlife Festival Program (January 2014), AAA Worth the Drive (March 2014), and Undiscovered Florida (May 2014) Recreation in the Sebastian River Area: Continue to promote recreation in the Sebastian River Area focusing on: Surfing, Skydiving, Boating, Fishing, Treasure Hunting, Birding, Hiking Trails, Kayaking, Wildlife Viewing, Area Festivals Other Projects: North County Recreation Guide, City of Sebastian Special Marketing Project and 2013/2014 Festivals, 4 th Annual Photo Contest in December, 2014 Concerts in the Park (January-June) North County guides will include: Parks, Biking & Hiking Trails, Map of Natural Resources were available in print and digital, this guide served as an update to Special Places book City of Sebastian Special Marketing Program: 30 minute commercial promoting recreation in Sebastian, Airing in West Palm Beach & Treasure Coast Markets in Mid July through Mid October AARP: October/November Issue, Regional Travel Co-Op Page that was titled Southeast Getaways, circulation of 1,097,200 Ms. Bates inquired of the Sebastian Chambers Board status, which was brought up at the last Tourist Development Council (TDC) meeting of May 15, 2013, wherein the By-Laws allowed for up to 12 board members and there was only five. Ms. Holbrook stated there were three new Board members, and a press release was made on August 20, 2013. Other Matters Chairman Flescher spoke briefly of the Indian River Lagoon. He said a County Ordinance was passed and was one of the toughest in the state of Florida. Chairman Flescher informed the committee members that correspondence regarding Lake Okeechobee was sent to the President of the United States. He said Lake Okeechobee had a direct impact to the health of the Indian River Lagoon because billions of gallons of contaminated fresh water were being released. Mrs. Penny Chandler, Indian River County Chamber of Commerce told the committee members the Chambers had started receiving phone calls from the media, so a position statement was written that would be relayed to the media. She read the position statement into the record: TDC/APPROVED 6 August 21, 2013
We are happy to see that public awareness has been raised on issues impacting the Indian River Lagoon. From the data that has become available it appears there are a variety of issues impacting different areas along the estuary. We support efforts underway by governments as well as the scientific and environmental communities to identify and gather information about the causes and identify potential solutions. We recognize there will not be one solution but possibly dozens of initiatives for both government and citizens. We have water based businesses that continue to thrive and give visitors positive experiences viewing area wildlife in the lagoon. We want to reassure our visitors that they can come to Indian River County and enjoy our lagoon recreational activities and wildlife. As a business organization we will continue to get feedback from our business community and any impacts on our local businesses. Mrs. Chandler said she wanted to keep the message positive and be consistent in the information that was being delivered to the public.. Adjournment There being no further business, the meeting adjourned at 3:10 p.m. TDC/APPROVED 7 August 21, 2013