MEMORANDUM Hernando County Tourist …...2017/05/17 · The Hernando County Tourist Development Council conducted their meeting on Wednesday, April 19, 2017, at 2:30pm. The meeting

Hernando County Tourist Development

Council Members

Therese White Motel 6

Spring Hill/Weeki Wachee Chairperson

Nick Nicholson Hernando County Board of County Commissioners

Betty Erhard City of Brooksville

John Athanason City of Weeki Wachee

Achilles Thomas Monster Transmission

Nature Coast.TV 1st Vice Chair

Fran Baird Hernando Beach

Sherry Pedonesi Chinsegut Hill Retreat

Mike DolanDolan House

Catherine Reeves Rising Sun Bistro

Tammy J. Heon Manager, Tourism Development

Nature’s Place to Play

TO:

FROM:

SUBJECT:

DATE:

MEMORANDUM

Honorable Chairman and Members of the Hernando County Tourist Development Council

Tammy J. Heon, Manger, Tourism Development

TDC Meeting

May 11, 2017

Attached are your agenda and back up materials for the TDC Meeting scheduled for 2:30pm on Wednesday, May 17, 2017. 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 352-754-4109 or email to [email protected]

Thank you,

Tammy J. Heon Manager, Tourism Development

Hernando County Tourist Development Council Meeting May 17, 2017 2:30pm – 4:30 pm Location: Brooksville-Tampa Bay Regional Airport

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 – April 19, 2017 regular meeting Finance Report – Tammy Heon Tourism Manager’s Report – Tammy Heon 3:00-4:45 Old Business

• Update on Visit Florida’s Status • Additional Media Buys for FY 2017 • FOWA Sponsorship

3:45-4:15 New Business

• Review of Budget for FY 2018

4:15-4:25 Council Member Reports

Therese White, Chairperson Nick Nicholson, Board of County Commissioners John Athanason, City of Weeki Wachee Betty Erhard, City of Brooksville Fran Baird, Hernando Beach Citizen involved in Tourism Michael Dolan, Dolan House B&B Catherine Reeves, Rising Sun Bistro & Market Sherry Pedonesi, Chinsegut Hill Retreat Achilles Thomas, NatureCoast.TV, Monster Transmission

4:25-4:30 Public Comment 4:30 Adjournment of Business Meeting

TDC Meeting 04/19/17 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 19, 2017 – MINUTES OF MEETING

The Hernando County Tourist Development Council conducted their meeting on Wednesday, April 19, 2017, at 2:30pm. The meeting was held in the conference room at the Brooksville – Tampa Bay Regional Airport, 15800 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: STAFF: Mike Dolan Tammy Heon, Tourism Development Manager Sherry Pedonesi Debbie Pecora, Administrative Assistant II Nick Nicholson Fran Baird Therese White EXCUSED: Achilles Thomas, Catherine Reeves, Betty Erhard, John Athanason CALL TO ORDER: TDC Chair, Therese White, called the meeting to order at 2:34pm on April 19, 2017. MINUTES of the March 15 meeting: A copy of the minutes of the March 15, 2017, meeting was included in the meeting package. Approval of the minutes of the March 15, 2017, meeting was postponed until next month due to not enough members present for a quorum. REVIEW OF SUNSHINE LAWS: Joseph DiNovo, Hernando County Attorney, reviewed the Sunshine Laws. A copy was given to all TDC members present. Mr. DiNovo reported that this applies to all Boards through State and Local Government, and also applies to Executive Committees. If there is a violation, it will be a $500 fine at the State level. Mr. DiNovo reported that all meetings have to be recorded with minutes. A meeting is classified by two or more members. If anyone has questions, there is link to go to for resources, listed on bottom of Page 1 of the Sunshine Law handout that all TDC members received. ETHICS LAWS: Joseph DiNovo, Hernando County Attorney, reviewed the Ethic Laws. A copy was given to all TDC members present. He reviewed Gifts – anything of value (this is not defined) that could be used to influence you. The Board of County Commissioners establish a policy for employees to use. The threshold is anything of value over $25. If someone receives a gift that is designed to influence you or anything over $25 value. Mr. DiNivo reviewed Self-Dealing – A public employee is prohibited from purchasing, renting or leasing any realty, goods or services from his/her agency. The employee cannot own more than a 5% interest in the business; exception - $500 limit. Mr. DiNivo reviewed Conflict of Interest and gave an example: Mr. Hannum was on a TDC Board. He owns a canoe business. The TDC applied for a $1500 Grant. The Board knew he owned American Canoe Adventures so Mr. Hannum obstained from the vote. The next year the TDC applied for a $2000 Grant. The TDC never took a 2/3 vote to waive the conflict of interest. Mr. Hannum never filed a memorandum after he obstained from the voting. The State fined Mr. Hannum $500 for not getting the 2/3 votes and $250 for not filing the memorandum. Mr. DiNovo stated the State does offer Ethics training and they do have an Ethics Manual available. Tammy Heon thanked Mr. DiNovo for coming and speaking to the TDC members.


FINANCE REPORT: Tammy Heon TDT Collections for the month of March, 2017 were $95,321.24, an increase of 16% over FY 2016, which came in at $82,200.56. Year-To-Date Collections are $461,405.45, an increase of 14.4% over FY 2016, which was at $403,245.23. Year-To-Date Expenses are as follows: Personnel & Benefits - $161,942.43; Operating Expenses - $277,029.98, with outstanding encumbrances of $123,019.68; Non-Operating Expenses (all in reserves) - $293,499.00; Transfers to other Funds - $6,790.00 (all for Health Care Center). Total Expenses Year-To-Date - $445,569.86; Outstanding Encumbrances - $123,019.68, leaving a balance of $708,002.46, which includes the reserves. STR REPORT – MARCH 2017: Tammy Heon Occupancy – Up 4.5% ADR – Up 4.2% RevPAR – Up 5.7% TOURISM MANAGER’S REPORT: Tammy Heon

Bike Tour Guide: Tammy Heon reported she hosted Gary Brier, a bike tour guide. He spent the night at Chinsegut Hill and loved it. Tammy Heon drove him around and showed him bike routes. She is very optimistic that he will put together a bike tour in March, 2018. Tammy Heon reported that the Bicycle Tourism Conference will be in November, 2017. She will reach out and see the group wants to come a couple days early to tour the area or stay a couple days longer because the Conference is being held in St. Petersburg this year.

Blueberry Festival: Tammy Heon reminded the TDC members that the Blueberry Festival is coming up on April 22 and 23 in downtown Brooksville. She stated that we have sponsor passes and parking passes for all TDC members. Travel Rally: Tammy Heon reported the Travel Rally will be held on May 9th as part of Travel & Tourism Week, which is May 7-13. May 9th is National Travel Rally Day. This day is also the BOCC meeting. Commission Nick Nicholson will be reading a proclamation declaring it National Travel & Tourism Week in Hernando County. Tammy Heon reported that we ordered 50 red “Tourism Matters” t-shirts; which will be given to the first 50 people who register online or show-up. Door prizes will be donated by local merchants. We will have coffee and muffins provided by Catherine Reeves, owner of Rising Sun Café and fruit provided by Boyett’s Grove. Tammy Heon reported everyone will meet on the steps of the Hernando County Courthouse at 8:00am; than at 9:00am when the BOCC meeting starts, we all will file into chambers for the reading of the proclamation. We will fill the room with all red t-shirts.

Main Street Committee: Tammy Heon reported there will be a sponsor benefit for Main Street Program on Friday night, April 21st at Saxon Manor to kick-off the 2017 Blueberry Festival. She has sponsor tickets for all TDC members.

Craft Brewer’s Conference: Tammy Heon reported that last week she attended the Craft Brewer’s Conference in Washington, DC with Valerie Pianta to attempt to lure a brewery here in Hernando County. She reported we are a viable area for a brewery as we have clean rivers, lakes and water. Tammy Heon reported that tourism plays a big part in the brewery world as cyclists, kayakers and outdoor adventure people love their beer. We have the North America connection with Micromatic, who is international dispenser of beer taps. Tammy Heon reported they hosted a hospitality area. She took all tourism literature with her.

Fishing Story with Ronnie Green: Tammy Heon reported that the TV show was taped and completed. She stated that she has not seen the video yet.


Ruby Turner Replacement: Tammy Heon reported that Ruby Turner has officially retired and we had one internal candidate apply. Tammy Heon reported that she has to interview him before anything else can happen. She is waiting to hear from Human Resources for interview date and time.

Budget: Tammy Heon reported that at the next TDC meeting in May, you will see the first pass of the 2017-2018 Budget.

Boyett’s Grove: Tammy Heon reported that Boyett’s Grove has changes happening. She took Gary Brier, the Bike Tour Guide, and his wife there as part of their tour. Boyett’s Grove as =reconfigured things and have a couple new rooms open. They reported that bought a place in Weeki Wachee and plan on opening soon. They plan on being a kayak rental vendor at Bayport Park and Linda Pederson Park, where the new paddling trail has opened.

Suzanne Wright: Tammy Heon reported that Suzanne Wright is a writer for several magazines and she wants to tour Weeki Wachee Spring State Park. Tamm Heon stated she has a conference call with her tomorrow. Nanci Theoret: Tammy Heon reported that Nanci Theoret is a writer and blogger. She was here three years and came back last week to attend Mermaid Camp at Weeki Wachee Springs State Park. Tammy Heon stated that she has not had a chance to catch-up with Nanci, but saw a couple of Facebook posts and looks like she had a great time. Nanci Theoret’s article is going to be an Orlando magazine. Rogers Park: Tammy Heon reported that Rogers Park is going to be closed as of April 24th for ninety days as they got money to redo the parking lots. Therese White expressed concern regarding where the tourists are going to go the next three months, especially when the Weeki Wachee River fills up to capacity. Therese White asked if there was a notice she could print out for her guests. Tammy Heon stated that she will look into this and report back. Therese White asked about what was happening at Bayport Pier. Tammy Heon reported they were waiting on FEMA money. Tammy Heon stated that she is going to start visiting all the Hernando County Parks and make notes on things that need to be improved and then schedule a meeting with Harry Johnson, Department of Parks & Recreation. Meeting Dates: Sherry Pedonesi asked about the TDC meeting date changes. Tammy Heon reported that the May and June TDC Meetings will be held the third Wednesday because of the availability of the Conference Room. After June, the TDC meetings will be held the second Wednesday. All TDC Members got a copy of the “Revised” meeting schedule.

ACTIVITY REPORTS I-75 VISITOR CENTER – MARCH 2017: The visitor center had 720 guests in March 2017. The top origin states were as follows: FL, MI, NY and WI. Top origin country: Canada. Conversions in March: 126 people for overnight visits and 171 for day visits. “Road Sign” and “I-75 Billboard” were the leading ways people found the visitor center. Top interests were “Adventure Coast Map” and “Florida Map” in March 2017. WEEKI WACHEE VISITOR CENTER – MARCH 2017: The visitor center had 1,667 guests in March 2017. The top origin states were as follows: FL, OH and NJ. Top origin countries: Canada. Conversions in March: 22 people for overnight visits and 68 for day visits. “Friends and Family” and “Internet” were the leading ways people found the attraction/visitor’s center. Top interests were the “Just Looking” and “Adventure Coast Map” in March 2017. OLD BUSINESS:


Visit Florida: Tammy Heon reported that in the State Budget Governor Scott has asked for $100 million; the House is recommending $25 million, and the Senate is recommending $76 million. The consensus in the industry is if we end up with $55 million, we would be lucky. She reported that the House and Senate are $2 billion apart on the budget. Tammy Heon stated that it is very important that everyone reach out to our local officials and let them know that we need Visit Florida funded. It is the budget that we can impact now. Governor Scott cannot add money to a budget; he can veto or add line item only. NEW BUSINESS: Review of Economic Impact Numbers: Tammy Heon reported the Tourism Economics is the data source for the Tourism Impact Report for Visit Florida, which they do every two years. They did a comparison on visitor spending. In 2011, we had 146.8 million in economic impact; in 2015 we were up to 179.0 million, 32.2 million increase. This includes out of state visitors only; that is Visit Florida’s number one visitor, but our number one is another Floridian. Those numbers are even higher for Hernando County. The budget was $736,000.00, which included rent, lights and staff; that is a 370% return on investment for tourism marketing. We added 763 jobs since 2015. These jobs are totally related to tourism. Tax revenue was 37.24 million. Local revenue was 7.85 million. Tammy Heon reported that she gave this update yesterday to the BOCC. Food and beverage correlates to the highest spending – 77.2 million. Research findings showed that we are a dining destination; in 2016 we were 20% higher than in 2015. Right now 2017 is higher than 2016. As of January 2017, hotel occupancy is up 5%, AR is up 6.7% and Rev Par is up 12.9% (February report for January numbers). The Mermaid Chase 4K Paddling Race: This will be the inaugural race on the new paddling trail. Tammy Heon committed to sponsor the race for $500.00. Therese White asked if this race will assist the girl scouts. Tammy Heon reported that it will, but will also help the whole Coastal Education School. They are raising money for the seagrass restoration project through the local school. We will get our logo on the t-shirts and the promotional materials. A motion was made by Betty Erhard to sponsor the Mermaid Chase Paddling 4K Race for $500.00. Catherine Reeves second the motion. Motion passed unanimously, 5-0. National Travel and Tourism Week: Tammy Heon reported that it will be May 7-13. Last year we had a summit and it was very successful. We will have a summit in October. We will be dealing with all the legislature issues until the end of May, this year staff will simplify and host a rally during Tourism Week. Everyone gets red t-shirts that say “Tourism Matters” and signs. This generates a lot of public recognition. Tammy Heon reported her plan is to have the rally on the morning of May 9; have everyone meet at 8:00am in their red t-shirt at the steps of the courthouse. Tammy Heon stated there is always a proclamation read by the BOCC declaring it National Travel and Tourism Week in our county. Everyone will file into chambers for the reading of the proclamation. We will send emails out to all the partners and have them display signs in their business. Tammy Heon will report back next month with more specific numbers and expenditures. Tammy Heon welcomes any ideas the TDC members have for the rally. Adventure Outdoors Advertising: Tammy Heon reported it is a magazine that is strictly dedicated to outdoor adventure. We have done at least three issues with them. This advertisement will include a full-page ad, ¼ page ad, ad pictorial, reader response card and online digital version of the magazine, 3-5 photos, and social media posts in the summer issue (lst of July); our focus will be scallop diving in this issue. We can also commit to October, or we can wait to see what our digital results look like in July. Tammy Heon reported the price is $3500.00 for the summer issue; the full-page ad will be on page 4 and the ¼ page ad will be in the back of the magazine. Motion was made by Achilles Thomas to spend $3500.00 for advertising in the summer issue of Adventure Outdoors Magazine. Motion seconded by John Athanason. Motion passed unanimously, 5-0. Website: Tammy Heon reported that we will be adding a page or two to our website where we will be posting our budget, all the TDC minutes of meetings; essentially we will mimic what the House asked Visit Florida to do. Achilles Thomas suggested on our website we mention all the magazines that we advertise in….like as seen in....


Election of Officers: Tammy Heon reported that we need to have an election of officers. We will do so at our next meeting when, hopefully all members will be present. Also, Tammy Heon stated that Hernando County Attorney Joe DiNovo will be at the next meeting to review the Sunshine Laws. TDC Member Reports: AchillesThomas reported that the Greek Festival had their best year ever. He is working on a new venue and is expanding and moving Monster Transmission. He has purchased about ½ dozen warehouses; the rezoning is done and now he needs to get the buildings up to code. He will be opening a new brewery called “Burn Rubber Brewing Company”; the “drinks” will be for cars like motor oil and a synthetic cider (not for human consumption). John Athanson reported that the mermaids have been touring; they just got back from North Carolina. They are going to Charleston, South Carolina and John Athanson will be going with them. He reported that in February two filmings were done at Weeki Wachee Springs State Park for National Geographic. The Travel Channel is coming in April to film a segment for “Extreme Water Parks”. He also reported that they have a new website, that is being paid for by Guest Services. Therese White reported that the hotel has been so busy that she hired four new employees. Public Comments: None With no additional reports or business to be conducted, the meeting was adjourned at 4:15pm. Prepared by Debbie Pecora

Don Barbee Jr. Clerk of Circuit Court & Comptroller, Hernando County FL Department of Financial Services - Room 230 20 N. Main Street, Brooksville, FL 34601 – (352) 754-4201

TO: Tourist Development Council (TDC) Members:

Therese White, Chair Betty Erhard, City of Brooksville Achilles Thomas, Vice Chair Commissioner Steve Champion

Frances Baird, 2nd Vice Chair Virginia Benson John Athanason Mary Foil Kirkconnell

Sherry Pedonesi

FROM: Department of Financial Services SUBJECT: March Tourist Development Tax revenue (April 2017 collections) DATE: May 9, 2017

Comparison of Collections Current Year to Prior Year Current Year Prior Year Reporting Month – April 2017 $ 121,620.09 $ 110,925.58 Year-To-Date $ 583,025.54 $ 514,170.81

Effective November 2014 reporting period, collections based on rate of 5%

CC: Don Barbee

Tammy Heon Pamela Lee, Amy Blackburn

$15,000.00

$35,000.00

$55,000.00

$75,000.00

$95,000.00

$115,000.00

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Fiscal Year Revenue Comparison2013 2014 2015 2016 2017

68%

7%25%

Tax Revenue by Category

Hotel/Motel

Campground‐RVParks

Residential/Other

Reporting Period Statistics Hotel/Motel (68%) $82,944.59 Campground/RV Parks (7%) $ 8,562.77 Residential/Other (25%) $ 30,112.73

1355

Month Residents Total In-state Out of State Total

April 26 427 116 57 173

Month 1 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

April 6 0 0 19 21 27 33

Month FL WI AR-PA IA-MI-OK-SC- MA-MS

April 13 10 6 5 6

Month CANADA UK

April 8 2

MonthI-75 billboard Road sign

Referral: by hotel

clerk

Return visit to

VICInternet

Brochure /

Advertising

Family / Friends

Word of mouth

April 5 25 6 0 6 4 6

Month Staying in Hotel Campground Captured: LunchCaptured:

Dinner

Captured:

Day Visit

Captured

Overnight

Intent to Return

for Future Visit

April 8 8 73 78 69 113 55

Month Beach / Pine Isl. Biking Birding Boyett's GroveBrooksville &

Walking TourCamping Chinsegut Hill

April 56 19 4 8 16 27 10

Croom Area Directions FAC Map FL State ParksFL Natl

CemeteryFlea Markets Golf

April 2 82 127 31 9 14 15

Hiking Hotel InfoNew Resident &

Relo InfoSilver Lake Things to do U-Pick BBF Info

April 22 17 8 10 42 7 21

Month FAC Maps 75VIC Campers HolidayBorder Terrier

Club of America

Team Crouse

(real estate)

FL Blueberry

Festival

Ridge Manor

Campground

April 500300 maps; case (750)

reg. broch; 100 ea

golf, trails, Upick200 maps

100each: maps, reg.

broch.; bike trails,

Upick, HC Parks,

Waterways

1500 reg broch; golf-

450; Upick-450;

Bike Trails-540;

Paddling-42550 maps

April 2017I-75 Visitor Information Center

Visitors

Walk ins

Phone Calls

DISTRIBUTIONS

Interests & Comments

FY 10/1/16 to current:

Conversions

How did they find us?

Top Origin Countries

Top Origin States

Age Group

Demographics

401

Month Visitors Residents Total

April 2017 1,069 15 1,084 Visitor Resident Total

6,378 Total: 1 5 3 8

Month 1 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

April 2017 39 14 14 23 17 32 31

Month FL MD-NJ (Tie) GA MI-NY (Tie) OH KY NC

April 2017 96 17 11 9 6 5 4

Month CANADA

April 2017 4

Month

New Port Richey,

FL Trenton, NJ Tampa, FL Dunnellon, FL Homosassa, FL

April 2017 14 13 12 8 8

(Blank) Internet Return Visit Drive by Knew Signs

53 24 17 14 12 9

Blank / Unsure US-19 Hwy-50 / US-98 589 I-75

39 93 19 10 5

Month

Captured:

Lunch

Captured:

Dinner

Captured: Day

Visit

Captured:

Overnight

Intent to Return

for Future Visit

April 2017 28 41 53 31 42

MonthJust Looking Kayak/Canoe

Adventure

Coast MapFL Map Things to Do

Park

Schedule/mapState Parks

April 2017 88 60 58 58 56 43 37

Pine Island RestaurantsWeeki Wachee

InfoBeaches

Ellie Schiller

State ParkBrooksville Manatees

30 30 27 23 21 18 18

WW Gift Shop Coloring Items Directions Homosassa WW Brochure Chinsegut Hill Florida Springs

18 17 17 15 15 13 13

Interests & Comments

Hotel or Campground

H: 40 / C: 11

Route traveled to get here

Survey & Conversions

April 2017

Visitors

Fiscal Year Total: October 2016 to current

Age Group

Phone Calls

Weeki Wachee Springs Visitor Information Center

Friends & Family

32

Top Origin States

Out of Park

Pass

Demographics

Top Origin Countries

How did they find us?

Top Origin Cities

SW 5/6/2017 F:\TDC\Staff Reports\WWSSP VIC Reports\Fiscal Year 2016-2017\WWVisitor Center Reports\WWVic April Board Report 2017

Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17

654 2132 1995 1559 397 0 0 0 0 0


187 126 36 202 167 209 197 0 0 0


0 0 0 0 0 0 0 0 0 0


229 55 1612 197 1880 2060 0 0 0 0


415 252 949 131 958 361 0 0 0 0


22 4 4 8 2 12 0 0 0 0


0 0 033 Primary

175 Second

60 Primary

314 Second

47 Primary

249 Second

39 Primary

282 Second0 0 0


0 145 243 192 222 137 0 0 0 0


0 0 0 0 0 0 0 0 0 0


484 clicks 0 0 0 0 0 0 0 0 0


0 0 0 0 0 0 0 0 0 0


0 0 0 0 0 0 0 0 0 0

GEORGIA OUTDOOR MAGAZINE

SOUTHERN LIVING MAGAZINE (Feb-Sept)

AAA LIVING **

AAA LIVING SOUTH

ATLANTA MAGAZINE

HI TORQUE PUBLICATIONS-CROOM ATV PARK

ADVENTURE OUTDOORS MAGAZINE

VISIT FLORIDA (Madden) - REFLECTIONS FALL INSERT - CANADA LEADS

2016-2017 FISCAL YEAR LEAD SOURCE REPORTFISCAL YEAR - October 1, 2016 thru September 30, 2017

FISCAL YEAR LEADS

US LEADS

CANADIAN LEADS

CLICKS

BEST OF AMREICN TRAVEL FALL 2016 (Oct-Feb)

2016-2017 VISIT FLORIDA MAGAZINE - (Miles Media) / (Yearly)

UNDISCOVERED FLORIDA

VISIT FLORIDA (Madden) - REFLECTIONS FALL INSERT - US LEADS

Website Analytics Summary – Apr. 2017 (4/1 – 4/30)

OVERVIEW Traffic & Pageviews

Sessions Users Pageviews Pages/Session/Duration %New Sessions 4,183 3,546 8,241 1.97 1:34 81.19

GEOGRAPHY Top States

Top Cities

Acquisition Top Traffic Sources

Social Media Traffic

Top Referrers

Behavior New vs Returning

Top Pages Visited

Page Title

(NEW – APRIL) Referral Source/Medium

Landing Page

Exit Page

Content Drilldown

Demographics

Interests

Technology

Documents

MEMORANDUM Hernando County Tourist …...2017/05/17 · The Hernando County Tourist Development Council conducted their meeting on Wednesday, April 19, 2017, at 2:30pm. The meeting