Jan 11, 2023 Tourist Development Council

[Call to Order]

[00:00:07]

>> GOOD AFTERNOON, THANK YOU FOR JOINING US HERE AT THE MEETINGFUL TOURIST DEVELOPMENT COUNCIL. THE FIRST ONE OF 2023.

IT IS JANUARY 11TH, I'M MIKE ZELLA, I'M CHAIRING THE MEETING.

AND WE HAVE A NUMBER OF MEMBERS WITH US TODAY, AND IF WE COULD LET'S START IF YOU NEAL, INTRODUCE YEAR YOURSELF.

>> I'M NEAL PORTER WITH ACCOMMODATIONS.

>> DEBBIE BEALL, CITCITIZEN, KEYSTONE HEIGHTS.

>> COUNTY CITIZEN. >> BRIAN KNIGHT, COUNTY

CITIZEN. >> KEVIN ROBEAR ACCOMMODATIONS.

>> WE HAVE OUR TOURISM FILM DIRECTOR, YOU HAVE A FULL STAFF, WOULD YOU LIKE TO INTRODUCE THEM.

>> THANK YOU, SO MUCH, CHAIRMAN.

>> YOU'RE VERY FAMILIAR WITH CONNER MATTHEWS, SHE'S BEEN PROMOTED TO MARKETING MANAGER. AND WHAT THAT MEANS. YAY!.

YES, PLEASE. CONNER, AND ALL OF HER TRAINING, UM, FROM THE EDUCATION STAND POINT AND, UM, HER TRAINING HERE AT CLAY COUNTY, IS HAS EQUIPPED HER TO SPEARHEAD ALL OF OUR MARKETING EFFORTS AND WORK CLOSELY WITH YOUR AD AGENCY AND BE CREATIVE WITH OUR CONTENT, AND THE CONTENT DEVELOPMENT AND REALLY, DIRECT OUR VOICE AND, OUR IMAGE AND BRAND GOING FORWARD FROM NOW ON. SO, WE'RE EXCITED TO SEE WHERE SHE TAKES US AND WHAT WE'RE GOING TO DO WITH ALL OF THAT. YOU KNOW THAT WAS A VERY LARGE PART OF OUR STRATEGIC PLAN, SO, SHE'S MAKING THAT A FOCUS FOR OUR DEPARTMENT. ALSO, BETSY HAS COME BACK FOR A FUEL WEEK. WE'RE EXCITEDED, BETSY CARBEHALL IS IN THE AUDIENCE AND WILL SERVE AS OUR PRODUCT DEVELOPMENT MANAGER. WHAT THAT MEANS IS THAT SHE'S GOING TO BE OUR LIFELINE TO LOCAL BUSINESSES. SHE'S GOING TO MEET WITH LOCAL BUSINESSES TO FIND OUT THEIR STORY. AND THAT, IN TURN, HELPS CONNER WITH CONTENT.

BUT, MORE IMPORTANTLY, WE WANT TO HELP THEM BE VISIBLE TO VISITORS. AND SO, IT'S SHE WILL SERVE ALMOST AS A CONSULTANT TO THEM IN MAKING SURE THAT WE KNOW THEIR STORY AND KNOW WHERE TO PUT THEM IN OUR MESSAGING AND IN OUR STRATEGY, AND CONNECT THEM WITH OTHER PEOPLE SO THEY COULD HELP US BUILD PRODUCT, LIKE THE COFFEE HOUSE TRAIL, LIKE, SOME OF THE OTHER THINGS THAT WE'RE DOING. SO, JUST A WAY TO CONNECT THE DOTS THERE. AND THEN, DAY ONE FOR CAROLINE, TODAY IS HER FIRST DAY AND SHE JOINS US AS OUR PROGRAM MANAGER. AND SHE WILL BE PREPPING EVERYTHING FOR YOU ALL, FOR YOUR TDC MEETINGS, THE AGENDA AND EVERYTHING FOR THE MEETINGS FOR YOU ALL TO CONDUCT BUSINESS AS WELL AS HELPING US WITH PROCUREMENT AND BUDGET MANAGEMENT AND, UM, MANAGING THE GRANTS THAT YOU ALL AWARD TO THE NON-PROFIT EVENTS. SO, WE'VE GOT A FULL STAFF. UM, AND, UM, THEN, MY ROLE, SHIFTS A LITTLE BIT MORE TO FOCUS MORE ON GOVERNMENT AND MEDIA RELATIONS. WE WANT TO BE SURE THAT OUR ELECTED OFFICIALS KNOW WHAT WE'RE DOING AND HOW IT IMPACTS THEIR EVERYDAY OPERATIONS FROM THE GOVERNMENT PERSPECTIVE.

BUT, WE ALSO ARE GOING TO BE FOCUSSING A LOT MORE ON WORKING WITH INFLUENCERS AND MEDIA, THE MORE PEOPLE THAT WE HAVE TELLING OUR STORY, THE BETTER. AND SO, THERE'S A LOT MORE WITH THAT, AND SOME SPECIAL PROJECTS. SO, UM, WE'RE EXCITED TO BE IMPLEMENTING THE NEW STRATEGIC PLAN, AND EXPANDING OUR EFFORTS

IN TOURISM. >> CHAIR: VERY GOOD, THANK YOU. THAT MEANS A LOT TO ALL OF OUR FOLKS IN THE TOURISM OFFICE, I REMEMBER SIX YEARS AGO, NOW, IT WAS LONELY, THE FIRST TOURISM MEETING WAS KIMBERLY WHO SAT IN A BIG OFFICE BY HERSELF AND WE WORKED OUR WAY UP FROM THERE. SO, WE WELCOME EVERYBODY AND LOOK FORWARD TO WORKING WITH YOU. THANK YOU FOR ALL OF OUR BOARD MEMBERS TO COME OUT FOR THE FIRST MEETING OF THE YEAR.

WE HAVE NO VOTES TODAY, SO TO SPEAK, BUT, WE HAVE PLENTY OF INFORMATION FOR YOU SO YOU'LL PLAY CATCH UP AS TO WHERE WE ARE

[Public Comments]

SO, WHEN YOU DELIVER THE CARDS, PLEASE HEAD TO THE MICROPHONE.

[00:05:04]

>> JAMES 2908 BLANDEN BOULEVARD, WE JUST OPENED A NEW ENTITY, MARION COUNTY, FLORIDA, ADULT FL 18@GMAIL.COM. I WOULD LIKE TO COMMENT ON THE THE POP WARNER FROM THE MEETING YESTERDAY THAT YOU GUYS WANT ALL OF THIS TOURIST DEVELOPMENTS GOING ON. I SENT VIDEOS TO THE COMMISSIONERS ABOUT THE DEATHS OF CHILDREN FROM THIS VIOLENT SPORT THAT WE HAVE IN OUR PUBLIC SCHOOLS. WE DON'T EVEN HAVE DOCTORS IN THERE FOR THE DRUGS OR FOR THE ABUSE THAT THEY'RE DOING. SO, WE NEED TO RELOOK AT THAT ALL TOGETHER. I WOULD LIKE TO SEE THE ADULT ENTERTAINMENT MAP, WHAT'S BEEN PUT ON THOSE FOR THE TOURIST DEVELOPMENT, SO, WE CAN START WORKING ON CLAY TRANSIT WAS A FAILURE TO THIS COUNTY. THAT BUSINESS IS GOING TO BE RISING. SO, THE PAST IS VERY IMPORTANT, MANAGER, STEPHANIE CAPELOUSSUS WAS AWESOME, IT'S BEEN AWHILE. BUT, THAT'S WHERE WE SHOULD BE SPENDING THE MONEY, NOT ON EIGHT BALL FIELDS OR FIVE BALL FIELDS, AND, THIS HUGE ECONOMY BOOM THAT'S GOING TO FALL. THIS IS A BAD SPENDING OF OUR MONEY SO, YOU KNOW, LIKE, THE K-12 THAT I WAS JUST TALKING ABOUT, YOU KNOW, THE LITTLE GIRL CHEERLEADER, 114 STAB WOUNDS. WE GOT A LOT OF PROBLEMS, ESPECIALLY HERE IN FLORIDA THAT WE NEED TO ADDRESS. AND PATTING THIS POP WARNER ON THE BACK AND THE LA CROSSE THAT WE'RE PUSHING EIGHT BALL FIELDS FOR, MY PROPERTY IS ON BLANDEN, LIKE, HEY, THIS IS GOING TO BE MONEY, MONEY, MONEY, BUT, LET'S PUT THE KIDS FIRST AND LET'S BE ABLE TO TALK BEFORE Y'ALL DO THIS MEETING, YOU KNOW, LET'S GET THIS PASSED, PEOPLE ARE DYING BECAUSE OF OUR PRIOR BOARDS AND WHAT THEY'VE DONE TO THIS COUNTY. BUT, WE'RE GOING TO GO BUY ALL OF THIS PROPERTY, I HEARD IT'S LIKE THREE TIMES THE MONEY, THEY JUST FLIPPED IT.

THAT'S OUR TAXPAYER'S MONEY THAT'S DOING THAT. AND I SEEN THE ORANGE PARK, THAT'S AWESOME THAT THEY'RE GETTING THOSE PADS UP THERE, BUT, BESTSY CONDONE NEEDS ONE. I MEAN, CHRISTI BURKE, SHE NEEDS ONE. THIS IS EARLY GROWTH PUSHED ON US AND NOW WE'RE HAVING A SWAY OR A WHOOSH ON TWO 20 THAT WE HAVE TO PAY FOR OVER AND ABOVE THE $29 MILLION THAT THEY WERE SUPPOSED TO BOND OUT FOR $39 MILLION IN INTEREST. WE LOST $60 MILLION IN IMPACT FEES OVER 10 YEARS, SO, WHY ARE WE SPENDING ALL OF THIS MONEY IN THE AREAS THAT DIDN'T PAY? THAT'S WHAT I WOULD LIKE TO KNOW.

>> CHAIR: THAT'S A GOOD PLACE TO END IT, YOUR THREE MINUTES IS

[1.  EVOK Marketing Update]

PRESENTATIONS THAT WE'RE LOOKING FORWARD TO HEARING FROM, WE'LL

GET STARTED WITH EVOK. >> OUR CURRENT AGENCY OF RECORD IS EVOK ADVERTISING. YOU HAVE USUALLY SEEN THEM, VIA, THE TEAMS OR ZOOM, VIRTUALLY, BECAUSE THEIR OFFICES IS IN LAKE MARY, FLORIDA. AND THEY DECIDED TO BRING UP THE TEAM TODAY. WE HAVE LARRY METER AND SHARYL TAYLOR.

>> I'M SORRY, LINDSEY. BUT THEY'RE HERE TO PRESENT OUR MONTHLY REPORT ON THE ADVERTISING EFFORTS THAT THEY'VE PUT FORTH AND GIVE YOU A LITTLE MORE INFORMATION TOO.

>> >> I'M HEAD OF STRATEGIC PLANNING. AND SHARYL TAYLOR IS THE HEAD OF VP CLIENT SERVICES.

LINDSEY IS NEW TO THE TEAM, WHO SPECIALIZED IN TRAVEL TOURISM

[00:10:02]

INDUSTRY INSIGHTS AND THINGS HAPPENING RIGHT NOW, AS YOU GUY ARE AWARE, INFLATION'S HITTING EVERYONE'S BOTTOM LINE. BUT, U.S. TRAVEL FOUNDATION IS FORECASTING INCREASE IN TRAVEL.

THERE'S A LOT OF PENT UP DEMAND. YOU'LL SEE IT TRENDS IN EVERYTHING. DEALS MAY BE HARDER TO FIND, BECAUSE THERE'S DEMARNGSD SUPPLY HASN'T THROTTLED UP AS MUCH AS DEMAND, DEMAND IS OUTPACING SUPPLY. YOU'RE SEEING THAT WITH ADRS, YOU'RE SEEING IT SOMETIMES 10-$15 JUMPS IN ADRS, AND THAT'S REALLY FAST PACED. AND, THAT'S REALLY, SUPPLY, AND ESPECIALLY IF YOU'RE IN ACCOMMODATION, YOU APPRECIATE IT'S STAFF. YOU MAY HAVE A HOTEL THAT HAS, 300 ROOMS BUT YOU COULD ONLY STAFF TO ACCOMMODATE 200 OF THE 300 ROOMS BECAUSE OF THE STAFF. IT'S BASE ON AVAILABLE ROOMS. SO, A LOT OF CHALLENGES. WE EXPECT TO SEE A RISE IN EXPERIENCES. PEOPLE ARE COMING OUT OF COVID AND THEY'RE LIKE, I WANT TO DO SOMETHING NEW AND EXPERIENCESMENT YOU GUYS ARE POSITIONED WELL WITH ALL OF YOUR ECO-TOURISM TO BE PRONE FOR GOOD OPPORTUNITIES THERE. THEY WANT TO KNOW WETHER OR NOT YOU'RE GREEN. WETHER OR NOT YOU'RE ECO--FRIENDLY, WHAT YOU ARE DOING FOR SUSTAINABILITY. AND SO, IT'S BECOMING MORE AND MORE ON THE FOREFRONT. LOOK, I TRAVEL A LOT, I'M NOT CALLING SOMEONE AND SAYING WHAT'S YOUR ECO-FOOTPRINT, BUT, BEFORE I VISIT, I'M SEEING HOW COOL THE HOTEL AND THE RESTAURANTS LOOK. BUT, STILL, IT'S SOMETHING, THAT YOU KNOW, IF THEY'RE OUT THERE LOOKING FOR IT, AND WE KNOW THERE'S A SUBSET OF THE AUDIENCE LOOK CAN FOR IT. THEN, AS LONG AS WE'RE BEING TRUTHFUL AND TRANSPARENT. WE'RE LOOKING FOR TRADITIONAL PROPERTIES MARKETING TO REMOTE WORKERS AND OFFERING DISOH COUNTS ON EXTENDED STAYS FOR REMOTE WORKERS. MORE AND MORE EMPLOYERS ARE BRINGING STAFF BACK AND BECAUSE OF THAT WE'RE SEEING MORE BUSINESS TRAVEL. THERE'S A TRAVEL WITH DISABILITIES IS A GROWTH OPPORTUNITY. AND WE SHOULD KNOW, WE'RE THE AGENCY FOR THE NATIONAL MOBILITY EQUIEQUIPMENT DEALER'S ASSOCIATION. SO, IF YOU MAKE A PART, INSTALL THAT PART ON A VEHICLE, OR SELL THAT VEHICLE TO SOMEONE WITH DISABILITIES, THIS IS THE DEALER ASSOCIATION ACROSS THE U.S. AND CANADA. SO, WE'RE IN TUNE WITH WHAT'S GOING ON WITH THE DISABILITY MARKET. WE'RE STARTING TO SEE MORE AND MORE, WE WRITE BLOGS AND EVERYTHING FOR JUST TRAVELING WITH DISABILITIES. BUT, THERE'S A SHIFT? MINDSET TO HAVE INCLUSION. IF YOU DO, IF YOUR PROPERTIES OR RESTAURANTS ALLOW SERVICE DOGS, WE WANT TO BE SURE TO ADD THAT, THINGS LIKE CLOSED CAPTIONS, ADD CLOSED CAPTIONS TO THE TVS, JUST SMALL STEPS THAT YOU ARE DOING HELPS TO BE SURE THAT YOU ARE LISTENING TO THAT AUDIENCE AND YOU'RE THERE FOR THEM. I THINK THAT YOU WILL SEE NOW IS TRAVELERS ARE MORE COMFORTABLE WITH LOCKING IN TRIPS AHEAD OF TIME. REMEMBER WHEN EVERYBODY WAS CANCELLING TRIPS LAST MINUTE AND PEOPLE WEREN'T GIVING REFUNDS AND THERE WAS A 12-15 MONTH PERIOD WHERE PEOPLE WEREN'T BOOKING. NOW, THEY'RE FEELING THE CONFIDENCE TO BOOK AHEAD OF TIME. FEMA PE -- PEOPLE ARE STARTING TO MAKE VACATION PLANS 12 MONTHS OUT. WHAT WE'VE BEEN DOING FOR YOU OVER THE PAST, THIS IS A YEAR OF GROWTH FOR CLAY COUNTY. AND SO, WHAT YOU'RE SEEING HERE IS REALLY, I KNOW THAT YOU GUYS ARE FISCAL, BUT WE'RE ANNUAL IN THE NUMBERS. THIS WOULD BE CALENDAR YEAR. SO, YOUR WEBSITE SESSIONS IS ABOUT 125,000, IT'S A 25% INCREASE YEAR OVER YEAR, YOU'RE STARTING TO GET MORE AND MORE TRAFFIC NOT WEBSITE. SESSIONS WERE UP 22% AND PAGE VIEWS WERE UP 29-22%. I LIKE THAT NEW WEBSITE SESSIONS WERE UP. WHAT I LIKE WHEN I LOOK AT THIS, AND I SAY, OKAY, WEBSITE SESSIONS WERE UP 24 BUT NEW SESSIONS WERE UP 22. I REALLY LIKE WHEN THE NUMBERS ARE CLOSE, BUT, I LIKE IT WHEN SESSION ARE UP A LITTLE BIT MORE THAN NEW, BECAUSE, THAT MEANS PEOPLE ARE COMING BACK.

THAT MEANS HAVE COME TO THE SITE, AND FIRST-TIME VISITORS, AND THEY'RE COMING BACK TO GET MORE INFORMATION. AS YOU CONTINUE TO ADD CONTENT, MORE AND MORE HITS T 555 PEOPLE WERE ON THE VISIT GUIDE PAGE. I'M EXCITED ABOUT THAT. AND THERE'S

[00:15:03]

>> CHAIR: HOLD ON JUST A SECRETARY. I'M GIVING A WARNING THAT YOU ARE STARTING TO DISTURB AND DISTRACT PEOPLE IN THE MEETING. SO, I'LL ASK YOU TO TAKE YOUR SEAT.

>> I MAY NEED TO STRETCH MY LEGS IN A MINUTE.

>> CHAIR: YOU WERE TRYING TO SEE WETHER OR NOT YOU WERE ON TV. YOU CAN GO OUT OF THIS LOBBY AND STRETCH YOUR LEGS IN THE OUTER LOBBY AND NOT IN THIS BOARD ROOM.

>> SO, ANYWAY, THE PLATFORMS ARE SIMILAR IN MEASUREMENTS BECAUSE THEY'RE BOTH GOOGLE PRODUCTS BUT THE METRICS ARE DIFFERENT. THE UA WHICH IS WHAT EVERYONE IS ON NOW TRACKS SESSIONS FROM THE START. G-4 IS MORE ABOUT HOW A VISITOR ENGAGES WITH THE SITE. SO, WHEREAS UA FOCUSES ON BALANCE, PEOPLE COMING IN AND BALANCING, G-4 IS MORE ABOUT ENGAGEMENT. SOMEONE COULD COME IN UNDER CURRENT UA STATS AND SPEND A SHORT AMOUNT OF TIME ON YOUR SITE AND LEAVE AND YOUR NEGATIVELY IMPACTED ON THE SYNCH OPTIMIZATION BECAUSE OF THAT. BUT, THEY'RE JUST COMING TO GET YOUR PHONE NUMBER, OR MAY BE THEY'RE COMING TO CLICK STRAIGHT TO, THEY KNOW, OH, IF I GO TO THAT SITE, I KNOW I COULD FIND THE OTHER SITE ON THERE. THE ENGAGEMENT IS WHAT REALLY MATTERS. SEARCH VOLUME'S UP 13%. YOU HAVE A LOT MORE BACK LINKS WHICH ARE WORKING WELL WITH CITATIONS AND CONTENT CREATING SHARING DOMAINS, REFERRING DOMAINS IS UP 118%.

YOU HAVE 1.8 MILLION VISITORS SEARCH ON THE WEBSITE. ORGANIC WEBSITE SESSIONS UP 88%. I MEAN, THIS IS A TESTAMENT TO YOU AND YOUR TEAM WITH THE CONTENT, AND THE BLOG WRITER IS EXCELLENT T EVERYTHING THAT YOU GUYS ARE DOING AND ADDING, IT'S A TESTAMENT THAT YOU ARE ANSWERING THE QUESTION. WE'RE CONSTANTLY OUT THERE LOOKING WHAT CONSUMER ARE SEARCHING FOR, IF YOU EVER DO THAT ON GOOGLE AND PUT IN A QUESTION, LOOK AT THE FOUR OR FIVE QUESTIONS RIGHT UNDERNEATH THERE, THOSE ARE THE BLOG TOPICS, THAT'S WHAT CONSUMERS ARE LOOKING FOR. YOU GUYS HAVE THE CONTENT ALREADY ANSWERING THOSE QUESTIONS THAT'S WHY YOU'RE COMING UP IN SEARCHES. SO, GOOD JOB. STRAWBERRY FEST A VAL. THEY'RE SEARCHING FOR THE WORD TOURISM. YOU'RE ONE OF THE FEW, UM, DESTINATIONS THAT I WORK WITH WHERE THE WORD TOURISM AND A LONG TAIL KEY WORD SHOWS UP. BUT, TOURISM IS BECOMING SYNONYMOUS IN A SEARCH WITH CLAY COUNTY. INDUSTRY IMAGERY OF THE

[00:20:20]

YOU'LL SEE IMPRESSIONS START TO DROP AS CLICKS DROP, AND THOSE

ARE PERFORMING WELL. >>> IN SOCIAL MEDIA, THE CLICKS ARE UP 27% AND THE CPC CLICK IS UP 20%, THE SOCIAL IS THRIVING REALLY, REALLY, WELL. THIS GIVES YOU AN AD OF UNEXPECTED FLORIDA. IT'S A REALLY GOOD CLIP.

>> THOSE WERE VIDEOS. >> IN THE FILE THAT WE SUBMITTED, WE HAVE VIDEOS, HERE IT'S JUST PICTURES. ALL RIGHT.

SOME THOUGHT LEADERSHIP AND THINGS THAT WE CALL THESE "WOULD YOU CONSIDERS" THESE ARE THINGS WORK ON WITH STAFF AND OTHERS IN THE TRAVEL INDUSTRY AND WE WANT TO MAKE SURE THEY'RE TAKING THESE THINGS INTO CONSIDERATION. INFLUENCER PARTNERSHIPS AND GEN Z AND MILLENNIALS. WE'RE WORKING ON THIS NOW.

(INAUDIBLE). >> CHAIR: IF YOU GET CLOSER

TO THE MICROPHONE FOR US. >> SORRY, I'M SHARYL, SO, WE SPOKEN TO KIMBERLY ABOUT THIS AWHILE AGO, BUT, I KNOW THAT YOU ARE INTERESTED IN DOING INFLUENCER PARTNERSHIP MARKETING AND WE HAVE EXPERIENCE WITH LOCATING PEOPLE THAT HAVE HIGH FOLLOWERS, AND THEY ARE SOCIAL MEDIA CHANNELS AND WE COULD PUT TOGETHER PROGRAMS FOR THEM FOR PRETTY INEXPENSIVELY, THAT EXTENDS YOUR REACH FOR THE COUNTY AND HAS ADDITIONAL BRAND AMBASSADORS FOR YOU. I THINK IT'S REALLY IMPORTANT TO GET THAT TO GET PEOPLE OUT IN THE MARKET AND DOING SOME LITTLE VIDEO CLIPS AND YOU'RE HEARING IT FROM THE PERSON AND HOW THEY'RE EXPERIENCING IT. SO, IT BECOMES VERY AUTHENTIC WITH THAT. FOR AN EXAMPLE, WE COULD HIRE SOMEBODY TO DO, SAY, FOR EXAMPLE, TWO INSTAGRAM POSTS AND TWO STORIES OR REELS AND MAY BE A STORY HIGHLIGHT AND PUT IT ON SOCIAL MEDIA AND MARKET IT IN MULTIPLE WAYS INSTEAD OF JUST ON SOCIAL. AND FOR AS LITTLE AS $750 OR $1,200. SO, IT DEPENDS ON HOW MANY FOLLOWERS THEY HAVE VERSUS THE COST, BUT, IT'S SOMETHING THAT WE SHOULD NEGOTIATE ON YOUR BEHALF IF YOU WERE INTERESTED. AND AS FAR AS THIS IS STARTING TO GROW IS LONG-TAIL VOICE SEARCH FOR SEO PURPOSES. A LOT OF GEN-ZERS ARE TALKING TO THE PHONE AND ASKING FOR CERTAIN THINGS. AND SO, WE'RE RECOMMENDING MAY BE FOR THE NEXT FISCAL YEAR, AS YOU HAVE YOUR BUDGETS REALLOCATED IS TO INCLUDE AN SEO, LONG-TAIL SEARCH FOR VOICE SEARCH OPTIONS.

AND SO, IT JUST, ANSWERS, IT CAN TALK. BECAUSE, EVERYBODY TALKS DIFFERENTLY, SO, IF SOMEBODY'S ASKING IN A SLANG TERM, NOT IN A NEGATIVE WAY BUT JUST IN HOW THEY EVERYDAY SPEAK, IF THEY ASK IN THEIR PHONE AND THEN WE WRITE CONTENT TO ANSWER THOSE QUESTIONS, THEN, THAT'S GOING TO HELP YOUR ORGANIC AND YOUR SEO

PROBE. >> WE PUT OUT OUR OWN BLOGS AS AN AGENCY. THIS MONTH, BECAUSE OF THE HOLIDAYS, OUR COPY WRITERS WERE ON VACATION, BACK AND FORTH, SO, I WAS FORMERLY A COPY WRITER BY TRADE, SO, I GOT ASSIGNED TO WRITE THE BLOG, I WROTE THAT ON LONG-TAIL SEARCHES ON SEOS.

>> ACTION ITEMS. >> SO, THIS IS ON THE DOCKET WE'RE WORKING ON A SPORT'S TOURISM PAGE, EVENT RESOURCES PAGE, MEDICAL PAGES, WE HAVE NEW ITINERARIES ONLINE PAGE FOR YOU GUYS THAT'S BEING CODED RIGHT NOW. THERE'S A NEW EVENT RESEARCH TOOL THAT WE'VE BEEN DISCUSSING WITH YOU, SO, SOME OF YOUR LOCAL EVENTS POP LATE AUTOMATICALLY AND YOU COULD SAY YES OR NO WHETHER YOU WANT TO SHOWCASE THOSE OR NOT. WE'RE LOOKING FOR OPPORTUNITY TOSS WORK WITH YOU AND ELEVATE YOUR BRAND AND THE PERCEPTION OF YOUR COUNTY.

>> A LOT OF INFORMATION THERE. >> QUESTIONS?

>> CHAIR: BRIAN? >> CAN YOU GUYS SPEAK TO WHAT YOUR RECOMMENDATIONS WOULD BE ON YOUTUBE AND TIKTOK FOR A COUNTY

LIKE THIS? >> YEAH, WE'RE DOING IT MORE AND MORE. CONTENT IS KING AND VIDEO LEADS. THEY SAY, A

[00:25:02]

>> (INDISCERNIBLE)

>> IT'S BEEN IN THE WORKS. SO MORE VIDEO'S BEING CAPTURED.

>> CHAIR: DO WE HAVE (INDISCERNIBLE)

>> SO, OUR CHALLENGE, WE WOULD LOVE TO HAVE A TIKTOK ACCOUNT, I'M NOT GOING TO, YOU KNOW, JUST KNOW THAT. BUT, OUR CHALLENGE IS THAT IT CAN'T BE ARCHIVED FROM THE GOVERNMENT'S PERSPECTIVE. SO, THAT'S WHY THE RELATIONSHIP THAT LARRY WAS TALKING ABOUT, UM, WITH INFLUENCERS, AND LETTING THEM CAPTURING THAT, YOU KNOW, LINK TO THEIR STORY WILL BE KEY FOR US. WE'RE CONSTANTLY WORKING FOR MORE VIDEO CONTENT. WE'RE WORKING TO CONTINUE TO DO VIDEOS, FROM A VIDEO PROJECT STANDPOINT, WE'RE PUTTING TOGETHER A SPORT'S TOURISM VIDEO AND WE'RE DOING NEIGHBORHOOD VIDEOS AS WELL. SO, THAT, EACH AREA OF THE COUNTY CAN BE DESCRIBED VIA VIDEO.

>> IT'S NOT JUST YOUTUBE, ONE OF THE BEST THINGS WITH VENMEO WHICH IS A COMPETITOR OF YOUTUBE, BUT, THE BEST THINGS ABOUT VENMEO IS THAT YOU COULD DO CLOSED CAPTIONS ON ALL OF THE VIDEOS. THE WAY THE VIDEO UPLOADS, THE CLOSED CAPTION SUNSHINE SEPARATE SO ALL THE WORDS IN THE VIDEO BECOME SEARCHABLE CONTENT. IT HELPS, THEY'RE LOOKING FOR MAY BE A WORD WHICH WAS MENTIONED IN YOUR VIDEO, IT CAN FIND IT.

>> THE OTHER ASPECT ON TIKTOK IS DEPENDING ON WHAT HAPPENS ON THE FEDERAL AND STATE LEVEL, THERE COULD BE OTHER RESTRICTIONS, ESPECIALLY AS AN GOVERNMENTAL PLATFORM TO HAVE OUR OWN TIKTOK, SO, THAT'S WHY IT'S A GREAT IDEA TO GET IT TO THE INFLUENCER TO LET THEM BRING THE, YOU KNOW, THE CONTENT TO WHOEVER'S WATCHING AND WE COULD STAY BACK AND WE MAY NEED TO BUY REGULATION, OH WHO KNOWS AT THIS POINT?

>> CHAIR: ANY OTHER QUESTIONS?

>> BACK TO THE UA, AND THE G-4. >> YEAH?

>> WHEN YOU HAVE MORE DATA, WHEN YOU COMPLETELY SWITCH OVER, WILL IT BE MORE STREAMLINED, OR WILL WE JUST HAVE A WHOLE LOT MORE DATA CAPTURED WHEN YOU DO THE G-4.

>> GOOGLE ANALYTICS 4, COMING AWAY FROM UA. SO, WE HAVE THE SYSTEM SET UP. WE'RE LOOKING AT THE INFORMATION THAT WE HAVE, BUT, WE, IT'S, NOT LIVE. AND, THE THING IS IS THAT, UM, IT WILL BE MY UNDERSTANDING, IT WILL BE LESS DATA BUT RICHER, DEEPER INSIGHTS. SO, YOU'LL BE ABLE TO TRACK A LITTLE FURTHER ON CUSTOMER JOURNEY AND CUSTOMER ROAD MAPPING ON THE WEBSITE.

RIGHT NOW, WE DO IT THROUGH GA, BUT, STANDARD GA, WE CAN'T MONITOR DROPPOFF AND IT'S HARD TO COOKIE. SO, I THINK THIS WILL GIVE US A DEEPER INSIGHT AS TO HOW SOMEONE IS TRULY EXPERIENCING THE WEBSITE. WE BUILD WEBSITES WITH THE BEST UA.

BUT, USER EXPERIENCE AND HOW THEY DO IT, SAME THING, YOU BUILD A SIDEWALK, BUILD IT THIS WAY AND THAT WAY AND EVERYONE CUTS THROUGH THE GAS. SO, THAT'S UI, VERSUS UX. THIS GIVES US INSIGHTS AS TO HOW THEY'RE USING THE SITE. WE JUST HAD A MEETING TALKING ABOUT ONE OF THE FEATURES THAT YOU HAVE ON YOUR SITE AND IT'S A REALLY COOL FEATURE, BUT PEOPLE WEREN'T ENGAGING WITH IT. WE'RE MOVING IT TO EYEBALL LEVEL TO FORCE THE APPLICATION AND WE FEEL MAY BE, MORE AND MORE PEOPLE WILL UTILIZE IT. IT'S ALL USER PLACEMENT.

>> CHAIR: ANY OTHER QUESTIONS OR COMMENTS?

>> IF WE COULD GO BACK TO THE SEO WEB PAGE WHERE IT TALKS ABOUT THE TOP FIVE ORGANIC SEARCH QUERIES. UM, CAN YOU

[00:30:15]

THAT THE GROUNDS COULD HANDLE. >> SO, THE ORGANIC ARE WORDS THAT WE'RE NOT BUYING. SO, WE'RE NOT PAYING TO BRING PEOPLE WHO ARE SEARCHING FOR STRAWBERRY, CLAY COUNTY, TO THE SITE. WE HAVE TO HAVE CONTENT ON THE SITE THAT IS ANSWERING THE QUESTIONS THAT SOMEONE'S DOING FROM A SEARCH. AND THERE'S ENOUGH CONTENT ON THE SITE THAT BALANCES WITH THE SEARCH VOLUME AND THE CONTENT ON THE SITE. CLAY COUNTY TOURISM, THE SAME, CLAY COUNTY EVENTS, THE THINGS WHERE YOU HAVE AN EVENT WHICH IS PROMINENT, BUT NOT ORGANIC ENOUGH HERE, THERE'S EITHER NOT ENOUGH SEARCH VOLUME YET OR THERE'S NOT ENOUGH CONTENT ON THE SITE TO BE ABLE TO ANSWER THE QUESTION. WE COULD LOOK AT OVERALL SEARCH VOLUME FOR SHARE OF VOICE TO SEE HOW MUCH WE CAPTURED. OR WE BOUGHT THE WORD.

>> BECAUSE, IF WE BUY IT, YOU SEARCH, YOU SEARCH FOR WHATEVER YOU ARE SEARCHING FOR, AND THE AD POPS UP FIRST, I'M IN THE BUSINESS, I SCROLL DOWN, BECAUSE I DON'T WANT TO CHARGE SOMEBODY A BUCK. IF IT'S A BIG FESTIVAL, WE'LL BUY THE KEYWORD TO BRING

IN THE TRAFFIC. >> THIS IS ORGANIC.

>> GOT YOU. >> AND ORGANIC, TOO, OKAY. SO, STRAWBERRY FESTIVAL WAS AWESOME, BUT, IT WAS MORE AWESOME THAN EXPECTED, SO, THAT IMMEDIATE NEWS ITSELF. AND THAT INCREASED THE AMOUNT OF INTEREST AND SEARCH IN IT BECAUSE PEOPLE WERE TALKING ABOUT IT IN SOCIAL MEDIA. THAT UPLIFTED THE AMOUNT OF PEOPLE LOOKING FOR THE INFORMATION AND ANSWERED THE QUESTION AS TO WHAT IS THE INFORMATION AND YOU ARE THE

ANSWER TO THEIR QUESTION. >> THE FAIR, SOMEBODY ELSE IS ALREADY ANSWERING THAT QUESTION AND GETTING THE ORGANIC, THE CLAY COUNTY FAIR.COM IS PROBABLY GETTING THOSE HITS?

>> YEAH. >> GREAT. I APPRECIATE THAT

EXPLANATION. >> CHAIR: ANYBODY ELSE HAVE

ANY QUESTIONS? >> VERY GOOD, WELL, THANK YOU, GUYS, WE APPRECIATE IT. A LOT OF GREAT INFORMATION THERE.

[2.  Airstream Ventures- Sports Event Update]

>> MOVING ON AND CALLING AIRSTREAM VENTRUES, OUR SPORTS AND EVENT MARKETING ARM OF THE TDC. AND ALLEN WILL STEP IN TO

GET US STARTED HERE. >> HELLO, EVERYONE. TWO DAYS IN A ROW IN THE ROOM. NICE. SO, JUST WANTED TO GIVE EVERYBODY A QUICK UPDATE, FOR THOSE WHO HAVEN'T MET LANE, OUR DIRECTOR OF SPORT'S TOURISM AND HE'S BEEN WITH US SINCE AUGUST.

WE HAD A STRATEGY OF, I KNOW THAT SOME OF YOU KNEW JOEL, BUT, WE HAVE A STRATEGY NOW THAT WE WANTED TO HIRE SOMEBODY THAT INSTEAD OF DIALING FOR DOLLARS OF SALES, SOMEBODY THAT IS DIALING FOR EVENTS. SO, LANE'S ROLE WITHIN AIRSAIRSTREAM VENTU HE'S CALLING THESE EVENTS ON BEHALF OF CLAY COUNTY. AND THE TRAFFIC THAT YOU SEE ON THE REPORT IS SEEING DIVIDENDS, WE HAVE MORE EVENTS THAN ARE BEFORE. AND WE ALL KNOW THAT WE HAD AN EXCITING MEETING LAST NIGHT WITH THE EIGHT FIELDS AND THAT'S GOING TO BE A GAME-CHANGER FOR THE COMMUNITY.

BUT, WE HAD TO BE CREATIVE WITH THE FACILITIES THAT WE HAVE TO BRING IN THESE DIFFERENT EVENTS. WE'RE EXCITED TO GIVE YOU A

REPORT ON WHAT'S GOING ON. >> SO, I JUST WANTED TO GIVE YOU AN UPDATE AS WE TALKED ABOUT, THE CONVENTIONS ARE BACK IN FULL FORCE AND BIGGER THAN EVER.

>> CHAIR: HOLD ON. MR. OTTO, I'VE ASKED YOU NICELY, I'LL ASK YOU NICELY ONE MORE TIME. WE'RE NOT HERE TO ADVERTISE YOUR NEW VENTURE. PLEASE, PLEASE PUT THE SHIRT AWAY. READ MY LIPS, M MR. OTTO, PLEASE PUT THE SHIRT AWAY.

>> IT'S FREEDOM OF SPEECH. >> CHAIR: IT IS NOT FREEDOM OF SPEECH IN THIS PARTICULAR VENUE, DO WE HAVE TO GO BACK OVER THE STATE'S REGULATIONS FOR YOU. YOU SEEM TO HAVE A REMARKABLE MEMORY. STATE STATUTE, 286.114 SAYS THE

[00:35:04]

>> (INDISCERNIBLE).

>> CHAIR: I'M NOT SAYING THAT, I'VE ASKED YOU NICELY, THREE TIMES. >FREEDOM OF SPEECH DOES NOT APPLY IN THIS PARTICULAR MEETING. IT'S A MEETING OF A BOARD OF THE, IT'S A PUBLIC MEETING. WE ALSO HAVE THE OPPORTUNITY TO MAKE SURE BY STATE STATUTE, TELLS US WE MAKE THE DETERMINATION OF WHAT HAPPENS IN THE MEETING. AND I'M ASKING YOU TO PUT AWAY THE SHIRT, NICELY. I'M ASKING YOU

TO PUT THE SHIRT AWAY. >> (INAUDIBLE).

>> CHAIR: DEPUTY, COULD YOU COME DOWN AND TAKE THE SHIRT AND LEAVE IT OUTSIDE FOR MR. OTTO AND LEAVE IT OUTSIDE.

>> HE CAN'T TAKE IT. >> CHAIR: YES, HE CAN TAKE IT. I'LL ASK YOU ONE MORE TIME, MR. OTTO.

>> DEPUTY, IF YOU WOULD LEAVE THAT OUTSIDE SO THAT MR. OTTO CAN PICK IT UP ON HIS WAY OUT. I ASKED YOU NICELY, MR. OTTO,

AND YOU DIDN'T WANT TO COMPLY. >> .

>> CHAIR: ALLEN, PROCEED. THANK YOU.

>> SO, WE WILL BE ATTENDING THE CONVENTIONS WE'RE ATTENDING ALL OVER THE COUNTRY ON BEHALF OF CLAY COUNTY. WE'LL BE IN KANSAS CITY IN MAY, AND SOUTH BEND, INDIANA. AND, IN SEPTEMBER, AND THE FLORIDA SPORT'S FOUNDATION SUBMIT WHICH WAS CANCELLED LAST YEAR DUE TO THE STORMS. UM, AND, SO, THIS YEAR IT WILL THEY'RE STILL TRYING TO DETERMINE WHERE DO THAT, BUT, IT'S ALL OF THE SPORT'S COMMISSIONS AND TOURISM BUREAUS FROM AROUND THE STATE GET TOGETHER AND THEY'VE MADE THAT THEIR OWN CONVENTION, AND THEY BRING IN 50 EVENT PLANNERS WE GET TO TALK TO AND THAT SAME MONTH WE'LL BE IN PALM BEACH, FIVE CONVENTIONS WHERE WE ARE BOLDLY TALKING ABOUT CLAY COUNTY. AND WE'RE EXCITED ABOUT THAT. I'LL TALK ABOUT THE BOOKED EVENTS AND I'LL LET LANE TALK MORE ABOUT THESE EVENTS BECAUSE HE'S TALKING TO THEM DAILY AND WE HAVE MORE WHICH HAVE TRANSPIRED SINCE WE TURNED IN THIS REPORT 10 DAYS AGO. I THINK WE'VE TALKED ABOUT KAYAK BASS FISHING, AS WE LOOK, FISHING IS AN IMPORTANT SEARCH ENGINE ON OUR WEBSITES. WE HAVE A GREAT, UM, 67-MONTH PROGRAM THAT'S GOING ON WITH KAYAK BASS FISHING. WE HAVE TWO LA CROSSE TOURNAMENTS COMING UP, ONE THIS WEEKEND WITH HUNDREDS OF YOUTH COMING INTO COMPETE, AND THE FOLLOWING WEEKEND, THE EXACT SAME THING, A DIFFERENT TYPE OF TOURNAMENT WHICH IS MORE TEAM-BASED AND CHAMPIONSHIP BASED, BUT, TWO BIG LA CROSSE EVENTS AT PLANTAPLANTATION AND THUNDERBOLT THIS WEEKEND AND NEXT. THERE'S A DANCE COMPETITION IN MARCH AND THEN SPIKE BALL, I DON'T KNOW IF WE'VE TALKED ABOUT THIS BEFORE, BUT, LANE, DOUG, GOT RESEARCH, IT'S ON ESPN A LOT. IT'S A ROUND NET, AND YOU HIT THE BALL OFF OF IT. SO, WE'RE WORKING, WE'VE BEEN WORKING WITH KIMBERLY AND CONNER ON DATES AND TIMES AND WHEN WE COULD DO IT. WE'LL BE MAKING AN EXCITING ANNOUNCEMENT ABOUT THAT EVENT IN THE COMING WEEKS. AND WE HAVE MOTE TOE SURF AND MOTO SKATE BACK IN APRIL TO LAKE GENEVA AND KEYSTONE HEIGHTS. AND WE'RE WORKING ON DEVELOPING AND WE WILL BE ANNOUNCING SOON, THERE'S NOT REALLY A BIG HIGH SCHOOL CROSS-COUNTRY MEET IN THE AREA.

SOME, THEY DO SMALLER ONES, WE'RE TRYING TO CREATE AN ORGANIC EVENT AND WORKING CROSS-COUNTRY COACHES AND PLANNERS FROM AROUND THE STATE TO IN THE FALL MAKE A HUGE CROSS-COUNTRY EVENT COME TO CLAY COUNTY. AND IT BECOME AS CHAMPIONSHIP STYLE EVENT SANCTIONED BY THE FAA. IT'S GOING TO HAPPEN, WE'RE PLANNING RIGHT NOW WHERE OVER A THOUSAND HIGH SCHOOL STUDENTS COME FRIDAY, SPEND THE NIGHT AND WE DO A FUN THING AROUND THE EVENT AND THEY RUN IN THE MORNING AND HEAD HOME. NOBODY REALLY ADOPTS CROSS-COUNTRY AS A MAY BE IT'S A FORGOTTEN SPORT OR SOMETHING LIKE THAT, SO, WE REALLY WANT TO

[00:40:03]

THE LIST. >> GOOD TO SEE YOU AGAIN, THANK YOU FOR HAVING ME AGAIN. AS ALLEN MENTIONED, OBVIOUSLY, EVERY SINGLE DAY WE'RE OUT THERE TRYING TO FIND GREAT EVENTS FOR CLAY COUNTY. AS YOU COULD SEE UP HERE, WE HAVE A LOT OF GOOD CONVERSATIONS GOING ON AND THIS IS FLUID AS WELL, IT CHANGES OFTEN. OBVIOUSLY, WE JUST, UM, THE FIRST ONE THAT YOU SEE IS AN ESPORTS EVENT. WE A GREAT TALK BEFORE THE NEW YEAR ABOUT PUTTING ON AN E-SPORTS EVENT IN TOWN. LOOKING SOMEWHERE AROUND THE FIRST OF AUGUST, NOW THAT THE FAIR GROUNDS IS BACK ONLINE, IT GIVES US ANOTHER VENUE WHERE WE COULD BRING EVENTS LIKE THIS TO CLAY COUNTY. WE MET WITH KIMBERLY AND ALLEN BEFORE THE NEW YEAR AND ALLEN AND MYSELF HAD AN IN-PERSON MEETING WITH THE EVENT PLANNER LAST WEEK. HE'S COMING TO LOOK AT THE FAIR GROUNDS FRIDAY, TO GET AN OVERVIEW SO HE COULD PAINT THE PICTURE BETTER FOR EVERYBODY. AS YOU SEE, WE HAVE THE NXL PAINTBALL CHAMPIONSHIPS. THESE ARE GREAT EVENTS FOR THE OPEN FIELDS, WIDE SPACES AND OBVIOUSLY THOSE ARE THINGS THAT WE HAVE AT OUR DISPOSAL IN CLAY COUNTY. U.S. STRONG MAN COMPETITION, THAT WAS ONE THAT WE HAD GREAT CONVERSATIONS BUT NOT HAVING THE RIGHT VENUE AT THAT TIME, BUT, WITH THE FAIRGROUNDS BACK ONLINE, WHEN I SENT A TEXT, HE SAID THIS IS EXACTLY THE TYPE OF EVENT THAT WE NEED. HOPEFULLY WE'LL HAVE MORE INFORMATION THOUGH PASS ON SHORTLY. BUT, EVERYDAY, AS I HAD, THINGS ARE FLUID, AND NON-STOP. YOU SEE THE AJGA EVENT, I HAD A CALL WITH THEM AWED, THE AMERICAN JUNIOR GOLF ASSOCIATION LIKES TO BRINGS EVENTS TO COMMUNITIES LIKE CLAY COUNTY. THOSE ARE A LOT OF CONVERSATIONS THAT WE HAD A CONNER AND KIMBERLY ON A WEEKLY BASIS TO BRING TO THE COMMUNITY AND AS ALLEN SAID, WE'RE EXCITED BY SPIKE BALL WHICH WE WILL BE ANNOUNCING SHORTLY. AND THEN, AGAIN, AS YOU COULD SEE, I DON'T HAVE TO BORE YOU WITH ALL THE DETAILS UP THERE, BUT, LA CROSSE, WE'RE TRYING TO FIND, CHESS, THINGS LIKE THAT, INTO OUR FACILITIES, THINGS LIKE THAT REQUIRED FOR THINGS LIKE THAT.

BUT, EVERYDAY, THERE'S, GOOD CONVERSATIONS, GIVES US AN OPPORTUNITY TO PROMOTE CLAY COUNTY AND WE'RE EXCITED TO BE HERE AND PARTNER WITH ALL OF YOU.

>> THANK YOU, LANE. >> AND I'LL POINT OUT, PRO WATER CROSS IS A JET-SKI EVENT, IT'S A CHAMPIONSHIP EVENT.

BECAUSE OF ALL THE GREAT AMENITIES AND UPGRADES AT LAKE GENEVA, WE'VE SENT THE EVENT ORGANIZERS, THE OVERVIEW OF THE MAP. HE LOVES IT, HE LIVES IN ROCHESTER, NEW YORK, WHERE IT'S COLDER THERE THAN IT IS HERE. AND SO, HE'S COMING DOWN IN JANUARY TO DO A SITE VISIT WHERE HE DOZE ALL OF HIS EVENTS AND SO, WE'RE TAKING HIM OUT THERE AND WINE AND DINE HIM A BIT AND GET HIM TO DO THAT. THAT IS A NATIONALLY TELEVISED EVENT AND THAT COULD BE REALLY GOOD FOR US HERE IN CLAY COUNTY. AND THERE'S A LOT OF CONVERSATIONS THAT ARE GOING ON FOR MORE AND MORE EVENTS, BUT, I THINK YOU'LL SEE AS WE'VE BEEN DOING THIS FOR A COUPLE OF YEARS, THIS IS AS MANY EVENTS THAT WE'VE HAD IN THE HOPPER AND I THINK OVER THE NEXT FEW WEEKS AND MONTH, WE'LL BE ANNOUNCING MORE. SO, WE'RE EXCITED ABOUT WHERE IT'S GOING TO GO. I WILL SAY, THE N A.I. A IS A NATIONAL CHAMPIONSHIP EVENT WITH LA CROSSE, AND THEY'RE LOOKING FOR A HOME DO THAT. WE WERE TALKING TO THEM ABOUT 2023 COMING TO CLAY COUNTY BECAUSE OF THE NEW FACILITY, AND OBVIOUSLY THAT WILL LOOK LIKE, '24 AND SO, THEIR BID PORTALS AND IFB OPENS IN FEBRUARY OR MARCH AND THAT'S FOR '24 AND THAT'S A TWO-YEAR STINT. WE HAVE TO BE 100% SURE THAT FACILITY, BECAUSE, YOU BID AND THE FACILITY'S NOT READY.

SO, WE HAVE TO BE 100%, BUT, WE'VE GOTTEN TO KNOW THEM REALLY, REALLY WELL. THEY WOULD LOVE TO COME TO FLORIDA TO DO THAT EVENT AND WE CONVINCED THEM, NORTH FLORIDA IS WHERE TO GO. WE GOT TO SHOW THEM THE FACILITIES IS COMES AND SOUNDS LIKE FROM LAST NIGHT, AND MORE CONVERSATIONS TODAY, THAT'S HAPPENING. WE'RE EXCITED ABOUT WHERE THE EVENTS ARE, THERE'S A LOT OF GOOD STUFF HAPPENING. AND AS WE STARTED, YOU KNOW, THANK YOU TO THE BOARD OF COMMISSIONERS, THANK YOU TO KIMBERLY AND EVERYONE ABOUT RENEWING OUR CONTRACT, WE'RE REALLY EXCITED AND FEEL VERY HONORED AND BLESSED TO REPRESENT CLAY COUNTY IN GETTING THESE EVENTS. AS OF RIGHT NOW, WE'RE

[00:45:04]

WITH THAT, ANY QUESTIONS? >> .

>> CHAIR: QUESTIONS OR COMMENTS FOR ALLEN? ALLEN.

THANK YOU, WE APPRECIATED LANE AND THE EFFORT OUT THERE.

ESPECIALLY WHEN WE ENTERED INTO THE FIRST CONTRACT OF THE FIRST YEAR, IT WAS EXPERIMENTAL ON BOTH SIDES AS TO WETHER OR NOT THIS THING WOULD WORK, IT TURNED OUT TO BE ADVANTAGEOUS FOR BOTH ORGANIZATIONS AND WE APPRECIATE THE CONTINUED SUCCESS THAT YOU

[3.  Florida's First Coast of Golf- Update]

BRING TO US. >> AND WE LOVE PROMOTE TING

CLAY COUNTY. >> CHAIR: ALL RIGHT. LET'S MOVE AHEAD AND GO TO FLORIDA'S FIRST COAST OF GOLF.

>> OKAY. >> OKAY.

>> WELL, ALLEN, LANE, THANKS VERY MUCH FOR BRINGING UP, TWICE, PSTD FROM SPIKE BALL. MY COLLEGE-AGED KID AT FLORIDA STATE, ALWAYS THINKS DAD'S YOUNGER THAN HE IS, WE JUST HAD SPIKE BALL MATCHES OVER THE HOLIDAYS AND IT HURT. SO, COMMISSIONER, AND MEMBERS OF TDC, I APPRECIATE YOU ALL HAVING ME, I'M DAVE REESE, AND I REPRESENT FIRST COAST GOLF.

JUST A QUICK REMINDER, THERE'S A LOT OF NEW FACES IN THE TDC, JUST REFRESH OUR REGION COOPERATION EMBODYING FIVE COUNTIES, CLAY COUNTY BEING ONE OF THOSE POWER FIVE. AND WE COLLABORATE TO TAKE ADVANTAGE OF SOMETHING ALL FIVE COUNTIES IN THE REGION EXCEL AT. AND THAT IS GOLF. A BRIEF UPDATE.

EVERYTHING FROM CLAY COUNTY LEVERAGE AND BELOW, THAT'S HOW WE'RE GOING TO GET TO THE CLAY COUNTY LEVERAGE AND THAT'S WHERE I'M STARTING. SPENDING A LITTLE TIME ON THE NEXT SLIDE.

EVERYTHING, I'LL RAPIDLY GO THROUGH, FEEL FREE TO ASK QUESTIONS. I KNOW THAT YOU GET A TDC PACTETTE AND I'M HAPPY TO INDIVIDUALLY MEET WITH ANY OF YOU AS WELL.

>> $2.2 MILLION IN MARKETING EXPOSURE, COLLABORATED IN THE PUBLIC AND PRIVATE PARTNERSHIP. THERE'S A LOT OF JUICE FOR THE GOLF MARKET WHICH IS GROWING WHICH YOU'LL SEE IN THE SUBSEQUENT SLIDES. THE ONE THING THAT I WOULD LIKE YOU TO FOCUS ON THE 59-1 SPENDING VALUE. THAT IS THE POWER OF COLLABORATION. CURRENTLY, YOU GUYS ARE INVESTING $35,000, ST.

JOHN'S COUNTY, $172,000, $193,000 IN ST. JOHN'S, FLAGLERS, $500. THE CLAY COUNTY DAR GOES A LONG WAY IN THE RELATIONSHIP. EVERY DOLLAR SPENT GETS $59 WORTH OF ADVERTISING POWER FOR INCREASED FREQUENCY AND REACH. GOING DOWN LAST YEAR, $13,000 ROUGHLY, AND GOLF'S REACH. THAT'S WHAT I WOULD LIKE TO TALK ABOUT FOR A SECOND. NOT SINCE TIGER WOODS HAS THE GOLF INDUSTRY SEEN THIS HEIGHT. IN NORTHEAST FLORIDA, ROUGHLY PLAYS ABOUT 2.2, 2.5 MILLION ROUNDS OF GOLF ACROSS IT'S 71 GOLF COURSES EACH YEAR. AND SO, REALLY, THE BOOM WITH EVENTS OF THE LAST FEW YEARS GOT PEOPLE OUT TO PLAY GOLF. YOU SEE, TOP GOLF, NON-GREEN GOLF EXPERIENCES. SO, ANY PUTT PUTT COURSE, ANY GOLF TRACER OR ANY ELECTRONIC VR, THERE'S A LOT. IT WENT FROM GOLFERS TRAVELING TO PLAY GOLF.

THAT'S OUR PRIMARY AUDIENCE AND THE SECONDARY AUDIENCE GREW WIDE AND SELECTS A VACATION DESTINATION THAT INCLUDES PLAYING GOLF. THERE, I WON'T READ THROUGH EACH CATEGORY. YOU SEE, DOUBLE DIGIT EXCEPT FOR 65 PLUS GROWTH ACROSS ALL SEGMENTS.

[00:50:03]

AND WE'RE BRUISING IT OUT THERE WITH VISIT FLORIDA LOOKING FOR EVERY POSSIBLE PROMOTIONAL OPPORTUNITY THAT WE COULD GET.

COUPLE A THINGS GOING ON RIGHT NOW, WE'RE ON OUR SECOND CANADIAN CAMPAIGN. WE RAN ONE IN FALL AND BEGAN ONE IN DECEMBER AND ROLLED THROUGH FEBRUARY. WE'RE A BIG BELIEVER THAT IS FLORIDA'S NUMBER ONE INTERNATIONAL MARKET. A LOT OF PEOPLE USED TO COME DOWN FROM CANADA, THEY'RE STILL ON THE UPSWING, BUT, UM, WE WANTED TO GET OUT. AND THIS IS, WE DID A CAMPAIGN LAST YEAR, TOO. THAT'S WHY WE'RE DOING TWO MORE. 62% OF OUR ADVERTISING GOES TO DIGITAL. WE'LL WORK WITH CONNER ON CONTENT, FOR SURROUNDING COUNTIES, SOCIAL MEDIA, THE SAME. WE HAVE REALLY EXCELLED ON THAT. BRETT, ON OUR TEAM, IS DOING REALLY, REALLY WELL WITH THAT. PRINT CAMPAIGNS, WE HAVE A COUPLE OF THOSE BUT DOING FEWER AND FEWER OF THAT. AND THAT CONCLUDES. SO, HOW IS THAT FOR BRIEF, KIMBERLY? SO, THE DRIVE, IF YOU WOULD LIKE TO BE ON THAT E-MAIL NEWS LETTER LIST, WE HAVE TRENDS, UM, METRICS, MEASUREMENTS AND EVERYTHING ON A MONTHLY BASIS AND WE WOULD BE HAPPY TO ADD THAT MAGIC TO THAT

LIST. ANY QUESTIONS? >> CHAIR: QUESTIONS FOR DAVE

ON? >> DAVE, I HAVE ONE. ? TERMS OF, YOU KNOW, WE SAW A BIG SPIKE DURING COVID, DID WE MAINTAIN THOSE PEOPLE THAT WERE, UM, PLAYING DURING COVID OR DID

WE SEE A DROPPOFF AGAIN? >> CERTAINLY SOMETHING THE GOLF INDUSTRY WAS LOOKING AT. HOW CAN WE SUSTAIN THAT GROWTH, AND I KNOW, YOU GET THREE NUMBERS, 27, 8, FLAT. SO, 27% UP IN 2020, 21%, 7 ON TOP OF THAT AND THIS YEAR, FLAT. THE CALENDAR YEAR WILL FINISH UP AT MINUS 2% ROUNDS PLAYED. AND FLORIDA IS MINUS THREE. WE HAD TWO INTERRUPTIONS TO BE EXACT IN OCTOBER AND NOVEMBER WITH OUTDOOR WEATHER. NORTHEAST FLORIDA AND CLAY COUNTY ARE FLAT. SO, TO ANSWER YOUR QUESTION, WE'RE CLEARLY, I THINK, THE GROWTH WILL NOT BE SUSTAINABLE AT THOSE LEVELS, BUT, IF WE DON'T HIT THE DECLINE, I THINK WE'RE GOOD. SOMETHING THAT I WANT EVERYBODY TO PAY ATTENTION TO AND WE'LL BE PAYING ATTENTION TO IT FOR YOU AND REPORT IT OUT. BUT, WE'RE KEEPING AN EYE OUT ON THE VOLUME. JUST BECAUSE YOU'RE NOT HEARING ROUNDS INCREASED, YOU KNOW, GOLF COURSES HAVE WAIT LISTS ON MEMBERSHIPS RIGHT NOW.

YOU KNOW, SO, IT'S KIND OF TURNING, THEY'RE TAKING A PAGE OUT OF -- LATE, OUT OF THE HOTEL'S PLAYBOOK AND PLAYING THE YIELD GAME. GOLFING HAS INCREASED IN PRICE AND THAT SEEMS SO AFFECT THE VOLUME A BIT. BUT, I WOULD SAY MORE ON THE LOCAL ROUND SIDE. SO, THE VISITOR ROUNDS, THEY'RE BUYING AIR TICKETS OR FILLING UP THAT GAS TANK TO DRIVE HERE, THAT SHOULD NOT AFFECT THE TOURISM ROUTE TREND. THAT SHOULD GO UP.

>> AND WHO IS THE PROFILE GOLFER AT THIS TIME? IF YOU'RE LOOKING AT THE AVERAGE GOLFER, WHO IS THAT? IS IT TRENDING OLDER, YOUNGER, OR STAYING THE SAME?

[00:55:02]

>> THAT FOURTH SLIDE IN, JUST, I WOULD BE, FIBING IF I TOLD YOU, IT'S A LOT T IT'S CHANGED A LOT. IF I WERE TO ANSWER THAT QUESTION IN 2019, I WOULD SAY MALE TO THE TUNE OF 70%. I WOULD SAY, AGES 35-65, I WOULD SAY, HOUSEHOLD INCOMES, 75-85 PLUS, IS HOW I WOULD DETAIL THAT. BUT, IT'S STRETCHED WIDE, NOW, WHICH IS EXCITING, AND IT'S A GREAT OPPORTUNITY. WHICH BRINGS INTO PLAY MORE OF EVOKS CONTENT BLOGS AND EVERYTHING.

BECAUSE, WE HAVE TO BE SURE TO CAPTURE THE OTHER INTERESTS.

IT'S A GOLF SLANT, BUT, WE'RE ALSO LAUNCHING A NEW WEBSITE NEXT WEEK WITH A LOT OF ADDITIONAL CONTENT OUTSIDE OF

THE ROPES OR OFF THE COURSE. >> YOU'RE SAYING THEY'RE COMING TO PLAY GOLF BUT THEY'RE ALSO LOOKING FOR OTHER THINGS TO DO

RATHER THAN PLAYING GOLF? >> ABSOLUTELY.

>> CHAIR: OKAY. >> AS FAR AS THE WEBSITE, DID EACH COURSE NEGOTIATE TO GET ON THE COURSE'S LISTING? I SEE THAT YOU HAD EAGLE LANDING, BUT NOT FLEMING ISLAND. IS THAT

COURSE BY COURSE? >> WE DO HAVE A PARTNERSHIP, SO, ALL COURSES AND ALL HOTELS IN ALL COUNTIES ARE PART OF OUR ADVERTISING. THOSE THAT CHOOSE TO GO AFTER THE GOLF TOURISTS IN A HEAVIER, MORE IMPACTFUL WAY, THOSE ARE ADDED TO THE MARKETING PROGRAM AND TO THE MARKETING, YOU KNOW, HOW WE MAKE OUR

ADVERTISING HAPPEN. YES. >> ANYTHING ELSE?

>> ANYTHING ELSE FOR DAVE? NO. VERY GOOD, DAVE, THANKS, WE

APPRECIATE IT. >> THANK YOU.

>> CHAIR: (GAVEL RAPPING) >> NO, TALKING MR. WE HAVE

[4.  Clay County Fair Association - Update]

YOU. >> THANK YOU, IT'S BEEN A

MINUTE. >> I THINK BOB'S HERE FOR SUPPORT SYSTEM. IN CASE I FUMBLE ON SOME STUFF. BUT, I'M GOING TO GO OVER A PRESENTATION, AS YOU GUYS KNOW, IT IS SPARE TIME, I'M A LITTLE BEHIND ON STUFF LIKE THAT. SO, I WAS LATE ON GETTING KIMBERLY MY PRESENTATION, BUT, WE HAVE PAPER COPIES, IT'S EXACTLY WHAT I'M GOING OVER, SO, IF YOU GUYS WANT A COPY OF IT, FEEL FREE TO FOLLOW ALONG WITH ME. BEFORE I GET STARTED, I DID JUST WANT TO COMMENT ON A COUPLE OF THINGS THAT I HEARD. AS ONE OF CLAY COUNTY'S LARGEST EVENT HERE, I DO WANT TO TOUCH ON EVOKS COMMENTS, INFLUENCER, WE'RE USING THEM AND SEEING A LOT OF STUFF WITH INFLUENCERS. TIKTOK, I LAUGHED WHEN YOU SAID YOUTUBE IS A SEARCH ENGINE, TIKTOK IS A SEARCH ENGINE TOO. IF YOU NEED HELP WITH TIKTOK, I'M KNOWN FOR THAT IN THE FAIR INDUSTRY, ODDLY ENOUGH. WE'RE ACTUALLY ONE OF THE FIRST FAIRS THAT BROUGHT TIKTOK TO THE FAIR INDUSTRY.

IT'S KIND OF WEIRD. AND THEN, UM, WE'RE ALSO SEEING THE TREND WITH OPENING BACK UP AND COMPETITION AND NOT GETTING THE DEALS THAT WE WERE USED TO. OUR ENTERTAINMENT LINEUP, THIS YEAR, WE'RE FORTUNATE TO BE ABLE TO PUT OUT THE ENTERTAINMENT LINEUP THAT WE DID. BECAUSE, WHAT WE'RE NOTICING IS THAT THE ENTERTAINERS ARE GOING ON TOUR IN EUROPE, WHEREAS IN THE PAST, EUROPE WAS SHUTDOWN AND THEY COULDN'T GO. ENTERTAINERS THAT USED TO BE $20,000, ARE NOW UP 60 TO $80,000 OR NOT AVAILABLE BECAUSE THEY'RE OVER IN EUROPE. SO, YOU WERE SPOT ON WITH YOUR COMMENTS AND PRESENTATION. AND LASTLY, I WAS SO GLAD TO HEAR AIRSTREAM VENTURES TALK ABOUT PAINT BALL, BECAUSE, MY BUDDY PAUL, I HAD BEEN ON HIM TO BRING ZOMBIE PAINTBALL TO THE FAIR.

AND HE LAUGHS. THANK YOU SO MUCH FOR THAT AMMUNITION TO TAKE BACK TO THE FAIR. SO, I THINK THAT YOU GUYS HAVE THE COPY NOW.

NORMALLY WHEN I TALK TO YOU GUYS, IT'S ONE, TO ASK FOR MONEY, TWO TO TALK TO YOU ABOUT THE UPCOMING FAIR. I NOTICE THAT WE HAVE A LOT OF NEW FACES. SOME OF YOU I KNOW, SOME I DON'T. SO, I WANTED TO TAKE THIS OPPORTUNITY TO TALK TO YOU GUYS ABOUT WHAT WE DO OUTSIDE OF THE FAIR. I THINK MOST EVERYONE IS HERE IS AWARE OF WHAT WE DO DURING THE 11-DAYS OF THE FAIR, IF YOU'RE NOT, RAISE YOUR HAND AND I'LL QUICKLY GIVE YOU A SYNOPSIS OF WHAT WE DO. LIVE STOCK, FRIED ON A STICK AND ENTERTAINMENT. THAT'S WHAT WE DO. IT'S A GOOD TIME. BUT, WE'RE THE LARGEST EVENT IN CLAY COUNTY, CURRENTLY WE HAVE

[01:00:03]

WE LOVE THE GROWTH, BUT, WE NEED TO CONTINUE TO IMPROVE OUR SYSTEM TO HANDLE THAT. JUST LIKE, I'M SURE, YOU GUYS TALK ABOUT THAT IN EVERY OTHER DEPARTMENT. SO, WE'RE NOT LEFT OUT ON THAT ONE. A LOT OF PEOPLE THINK WE'RE A COUNTY ENTITY BECAUSE WE'RE THE CLAY COUNTY AGRICULTURE FARP, WE'RE A 501(C)3 NON-PROFIT. WE DON'T RECEIVE COUNTY FUNDING EXCEPT FOR WHAT YOU GIVE US THROUGH THE TDC. 51% OF OUR ATTENDEES COME FROM OUTSIDE OF CLAY COUNTY, THE REASON WE KNOW IS BECAUSE WE ASK AT OUR GATE. WHEN YOU PAY, YOU PUT IN YOUR ZIP CODE. SO, WHEN I TELL YOU GUY, 51% COME FROM OUTSIDE, THAT IS A TRUE, AND NOT MADUP NUMBER. WE'RE VOLUNTEER BASE. I RUN OVER A THOUSAND VOLUNTEERS AT THE FAIR, WE HAVE 3.5 PAID EMPLOYEES, MYSELF AND TWO OTHER PEOPLE ARE PAID, OUTSIDE OF THAT, VOLUNTEERS.

DID ANYONE IN HERE NOT KNOW THAT FUN FACT, BY THE WAY?

>> BOB, WE'VE DONE A GOOD JOB, APPARENTLY. DOUGLER IS OUR RIDE COMPANY AND FOOD VENDORS, THEY BRING IN OVER 60 LOCAL JOBS AND HIRE LOCAL PEOPLE. THAT DOESN'T MEAN THOSE PEOPLE ONLY WORK THE FAIR, WHEN THEY LEAVE, A LOT OF THE PEOPLE GO WITH THEM. SO, WE CREATE JOBS AND THAT'S EXCITING. HOTEL ROOMS, THE FAIR ALONE PAYS FOR AVERAGE 250 NIGHTS. THAT DOES CHANGE YEAR TO YEAR, DEPENDING ON THE ENTERTAINER NEEDS, AND THE DAILY ENTERTAINMENT NEEDS. ON AVERAGE WE PAY OURSELVES 250 ROOM NIGHT IN CLAY COUNTY HOTELS. OUTSIDE OF THAT, OUR VISITORS, I'M SURE WE ADD 50 TO 60 NIGHTS JUST WITH FAIR VISITORS AND THE PEOPLE WE DO NOT PAY FOR. LAST YEAR WE HAD OTHER FAIRS VISIT US FROM IOWA, NEW YORK, NORTH CAROLINA AND SOUTH CAROLINA. THIS YEAR I GOT WORD THAT IOWA, WISCONSIN, NEW YORK, AND, I CAN'T REMEMBER THE OTHER ONE, INDIANA, THEY WILL BE COMING TO VISIT US THIS YEAR. AND THEY'RE BRINGING THEIR WHOLE TEAM DOWN. VERY EXCITING. SO, RIGHT NOW, IT IS FAIR TIME IN FLORIDA. A LOT OF THE WAY THE FAIR CIRCUIT WORKS IT STARTS IN SOUTH FLORIDA AND WORKS IT'S WAY UP NORTH AND WE'RE THE LAST FAIR IN THE STATE OF FLORIDA FOR THE SPRING SCHEDULE. ONCE THEY LEAVE US, THE FOOD VENDORS AND THE FAIR RIDE PEOPLE GO NORTH, THEY HIT GEORGIA, NORTH CAROLINA, SOUTH CAROLINA, VIRGINIA, WEST VIRGINIA, THEY DO THAT ROUTE. SO, WHILE THEY'RE HERE THEY TAKE THE OPPORTUNITY TO GET TIRE, THEY DO OIL CHANGES AND DOCTOR'S APPOINTMENTS. THEY'RE HERE FOR 11 DAYS. WE DON'T EAT FAIR, CONTRARY TO POPULAR BELIEF, WE DO NOT EAT FAIR FOOD 11 DAYS DURING THE FAIR. WE ACTUALLY EAT REAL FOOD OUTSIDE. DON'T TELL EVERYONE, THAT'S OUR SECRET, EVERYONE THINKS WE'RE SKINNY AND BEAUTIFUL ON FAIR FOOD. THAT'S NOT IT, BUT THEY GO GROCERY SHOPPING FOR THEIR PEOPLE. ALL OF THOSE THINGS ARE HAPPENING IN CLAY COUNTY, THEY SUPPORT OUR CLAY COUNTY BUSINESSES WHILE THEY'RE HERE THE 11 DAYS. A LOT OF THEM ARE HERE LONGER THAN 11 DAYS. THEY SET UP TWO DAYS BEFORE THE FAIR AND THEY'RE HERE SEVERAL DAYS AFTER WARD. OUR RV PARK. I THINK THAT THE GOVERNMENT GENTLEMAN WAS TALKING ABOUT CANADA. OUR RV PARK ATTRACTS CANADIANS, I DON'T KNOW WHY, BUT THAT'S OUR LARGEST GROUP OF PEOPLE. SINCE COVID WE HAVE SEEN THAT NUMBER DROP A BIT BUT IT IS COMING BACK. OUR RV PARK ATTRACTS SNOW BIRDS. SO, UM, OUR FAIR CARES. YOU KNOW, THIS IS THE FEEL GOOD PART OF WHAT WE DO AT THE FAIR. MOST RECENTLY, WE SENT 12 SEMI TRUCKS TO SOUTHWEST FLORIDA FOR HURRICANE RELIEF. WE PARTNERED WITH THE SHERIFF'S OFFICE TO MAKE THAT HAPPEN AND OUR COUNTY PARTNERS TO HELP US WITH THAT. WE GAVE $35,000 IN SCHOLARSHIPS. OUR PICNIC PROJECT RAISED $75,000 FOR LOCAL NON-PROFITS AND WE SPENT ANOTHER $7,500 FOR LOCAL ARTISTS. THE ARTISTS THAT PAINT THE PICNIC TABLES DON'T DO THAT FOR FREE. COVID HIT THE ARTISTS BAD, AND WE DIDN'T WANT TO ASK FOR FREE STUFF WHEN WE COULD GET A SPONSOR TO COFFER THE COST, SO, THEY GET PAID FOR THAT. CLAY EDUCATION FOUNDATION, WE DO A SUPPLY DRIVE FOR THEM TWICE DURING OUR LUNCHEON AND AT THE GATE. AND THE FOOD PANTRY AS WELL. WE DONATE TO LOCAL CAUSES. IT'S MY FAVORITE THING TO DO. IF YOU ARE A LOCAL

[01:05:01]

THAT IS IT. MY CONTACT INFORMATION IS ON THE BACK. AND IT LOOKS LIKE YOU GUYS HAVE POSTERS AND POSTCARDS WITH OUR ENTERTAINMENT LINEUP IN FRONT OF YOU. SO, IF YOU HAVE QUESTIONS,

I'M HERE TO ANSWER THEM. >> CHAIR: ANYBODY, QUESTIONS

FOR TASHA? >> I HAVE ONE, THE 51% OF THE ATTENDANCE THAT COMES IN FROM OUT OF CLAY COUNTY, IS THAT A NUMBER THAT RUNS PRETTY TRUE EACH YEAR?

>> YES. AND THE NEXT ONE IS DUVAL COUNTY. WHEN WE SAY, 51%,

DUVAL IS NOT FAR. >> IS THAT PART OF THE 51%?

>> YES. >> IS MARKETS PLUS WORD OF MOUTH AND BEING AROUND FOR SOME 30 ODD YEARS WILL HELP, BUT, ANY THOUGHTS ABOUT CHANGING THAT MIX?

>> I WOULD IMAGINE ALL THE HOUSES BEING BUILT AROUND OUR FAIR GROUNDS WILL MAKE THAT NUMBER CHANGE THIS YEAR. I WILL SAY, LAST YEAR, WE WEREN'T ABLE TO GET ALL THE ZIP CODES BECAUSE WE HAD ONE DAY THAT WAS BAD. SO, WE DIDN'T CAPTURE, WE DIDN'T WANT TO TAKE TIME OUT AND MAKE THE LINES LONGER.

>> YOU GUYS GIVE US 45000 AND WE'RE UP TO $200,000 ON OUR SIDE THAT WE CONTRIBUTE LOCALLY AND ELECTRONICALLY. WE HAVE A GREAT REPUTATION IN NORTH FLORIDA THAT THE CLAY COUNTY IS THE BEST FAIR TO COME TO. AND I THINK THAT'S PROBABLY ANOTHER REASON WHY YOU

SEE THAT NUMBER HIGHER. >> THANKS, TASHA. THE JACKSONVILLE FAIR WILL BE BUILT DOWN THE ROAD FROM US. WE'VE TALKED INTERNALLY THAT WE'RE WORRIED ABOUT THE JACKSONVILLE FAIR BEING SO CLOSE AND THEY HAVE THE NICE, NEW, SHINY THING DOWN THE ROAD. SO, WE'RE PREPARING FOR THAT ON OUR SIDE AND WE'RE READY FOR IT. HOPEFULLY, IT DOESN'T HURT OUR

REPUTATION. >> ARE THEY MOVING THE TIME?

>> NO, IT'S STILL IN THE FALL. >> BUT, OUR DEMOGRAPHICS, CAN

USUALLY ONLY PICK ONE. >> RIGHT. I UNDERSTAND.

ANYTHING ELSE FOR TASHA WHILE WE HAVE HER.

[01:10:02]

>> WE ARE ACCEPTING VOLUNTEERS, IF YOU'RE FREE, MARCH 30TH, LET

ME KNOW AND WE'LL SIGN YOU UP. >> THANK YOU FOR YOUR SUPPORT,

WE APPRECIATE IT. >> THANK YOU FOR BEING HERE, AND BOB, THANK YOU AND WE APPRECIATE BACK STOPPING TASHA

[5.  Minutes from TDC Meeting November 7, 2022]

HERE. >> CHAIR: LET'S MOVE THROUGH DISCUSSION, WE'RE DONE WITH PRESENTATIONS. APPROVAL OF THE MINUTES FROM THE TDC MEETING HELD ON NOVEMBER 7TH, 2022.

ANYBODY HAVE ANY CORRECTIONS OR CHANGES? IF NOT, DO WE HAVE A

MOTION TO ACCEPT? >> MOTION TO ACCEPT THE MEETING

MINUTES AS IS. >> DO WE HAVE A SECOND IN

>> I'LL SECOND. >> CHAIR: ALL RIGHT. SO, UM, BRIAN, MADE THE MOTION AND NEAL MAKES THE SECOND. ANY OTHER DISCUSSION? ALL IN FAVOR, PLEASE SAY AYE.

[6.  Bed Tax Collections Update]

>> (CHORUS OF AYES)

>> ANY OPPOSED. >> MOTION CARRIES, 8-0. WE MOVE ON TO THE BUDGET, ITEM SIX, THE BED TAX COLLECTIONS AND KIMBERLY WILL HANDLE THAT FOR US.

>> YES. SO, WE'RE GOING TO GO THROUGH THE A BRIEF VERSION OF THE BED TAX COLLECTIONS. YOU'LL HAVE TO REMEMBER THAT THE TDC COMES TO US TWO MONTHS AFTER IT WAS PAID BY THE CONSUMER. SO, WHEN YOU SEE HERE, ON YOUR REPORT THE OCTOBER, WE ACTUALLY JUST RECEIVED THOSE FUNDS FOR DECEMBER. BUT, IT WAS FOR OCTOBER OCCUPANCY. DOES THAT, I WANT TO BE SURE THAT THAT MAKES SENSE TO EVERYBODY. THE REASON THAT WE PRODUCE THIS REPORT THIS WAY IS SO THAT WHEN YOU START TO GET OUR HOTEL REPORTS AS WELL, AND THAT WILL BE IN ALIGNMENT WITH WHAT WE'RE TALKING ABOUT FROM THE BED TAX COLLECTION. SO, I WANT TO BE SURE THAT EVERYBODY'S ON THE SAME PAGE WITH THAT. THE GREAT NEWS IS THAT WE'RE, WE COLLECTED $143,291 IN TBT FOR THOSE WHO STAYED IN CLAY COUNTY THE MONTH OF OCTOBER. OCTOBER'S A HUGE EVENT MONTH FOR US. AND SO, WE SAW A GREAT, I MEAN, IT PUT US 53% YEAR OVER YEAR HIGHER AND 17% HIGHER FOR YEAR OVER YEAR, IS WHAT IT CAME TO. IT'S THE MONTHLY CHANGE OF 53%. SO FROM SEPTEMBER TO OCTOBER IT JUMPED TO 53%. AND COMPARING OCTOBER OF '22 TO OCTOBER '21 WE WERE UP 17%.

>> CHAIR: DO YOU THINK SOME OF THAT CAME FROM, UM, STORM VISITORS? PEOPLE THAT HAD TO LEAVE THEIR AREAS TO STAY WITH

US? >> I THINK A LOT OF IT WAS

EVENT-DRIVEN. >> OKAY.

>> >> THAT'S ALL I HAVE.

>> CHAIR: ANY QUESTIONS FOR KIMBERLY ON THE BED TAX

COLLECTIONS? >> OBVIOUSLY, AS YOU LOOK AT THE TOTAL FOR 21-22, YOU SEE THAT WAS THE, UM, I THINK I'M SAFE IN SAYING IT WAS THE LARGEST COLLECTION OF BED TAX IN THE HISTORY OF THE COUNTY. SO, THAT WAS A GOOD YEAR. KEEP OUR FINGERS CROSSED WE HAVE ANOTHER GOOD ONE.

>> AND JUST A NOTE, TOO, WE ARE HAVING CONVERSATIONS WITH THE TAX COLLECTOR ABOUT SHIFTING SOME, WE'RE GOING, THE PROCESS THAT WE'RE GOING THROUGH IS TO BRING THIS TO THE BOARD OF COUNTY COMMISSIONERS FOR AN ORDINANCE TO SEE ABOUT THEM AUDITING, UM, THE BED TAX. RIGHT NOW, THAT RESPONSIBILITY LIES WITH THE STATE DEPARTMENT OF REVENUE, AND SO, IF THAT'S DONE LOCALLY, THERE'S MORE THINGS THAT WE COULD DO FROM A VACATION RENTAL PERSPECTIVE, AND, TRACKING THAT CLOSELY SO THAT WE COULD GET THE RESEARCH THAT WE NEED TO BETTER MARKET TO THOSE CONSUMERS WHO USE VACATION RENTALS.

[7.  Budget Review]

>> CHAIR: ALL RIGHT, NUMBER EIGHT, THAT'S OUR, NO, NUMBER

SEVEN, RIGHT? >> BASICALLY, THE BUDGET THAT YOU YOU HAVE TWO BUDGETS IN THIS AGENDA AND WE WERE FINALLY ABLE TO TRUE UP THE BUDGET FOR THE FISCAL YEAR 21-22, SO YOU HAVE THAT BEFORE YOU, AND SO THERE'S NO BIG SURPRISES THERE. UM, EVERYTHING'S LAID OUT. LINE ITEM BY LINE ITEM FOR YOUR REVIEW. AND THEN, UM, WE'RE STILL WORKING THROUGH OUR NEW

[01:15:04]

PROGRESS OF OUR EXPENSES. >> CHAIR: OKAY. ANY

[8.  Event Marketing Grant Update]

>> CHAIR: ALL RIGHT. LET'S MOVE AHEAD TO NUMBER EIGHT, THAT'S OUR EVENT MARKETING GRANT UPDATE.

>> GOOD AFTERNOON, EVERYONE. SO, BEFORE YOU TODAY, YOU HAVE THE FINAL REPORT FOR THE FISCAL YEAR 21-22 TDC GRANTS. THE TWO THAT YOU HAVE NOT SEEN BEFORE IS THE CLAY COUNTY AGRICULTURAL FAIR WHICH WE WERE ABLE TO PAY AND THE (INDISCERNIBLE) CAPABILITIES FOR 2022. SO, THOSE ARE THE NEWEST ONES THAT YOU HAVE NOT SEEN, WE WERE ABLE TO PROCESS THOSE AND GET THEM BEFORE YOU TODAY. I DO WANT TO MAKE A POINT THAT LAST YEAR, IN FISCAL YEAR 21-22, THE TDC SPENT $236,658 ON GRANTS FOR NON-PROFITS. SO, I JUST WANTED TO POINT OUT THAT NUMBER BECAUSE THAT'S A LOT OF HELP FOR OUR LOCAL NON-PROFITS. IF YOU HAVE ANY QUESTIONS ON THAT, I CAN ANSWER THEM.

>> THE AMOUNT THAT WE HAVE, WHICH IS THE OVERAGE, OR WHAT'S

LEFTOVER IS THE $157,328. ? >> SO, THAT IS THE ADDITIONAL MONEY THAT WE DID NOT SPEND IN OUR BUDGET.

>> RIGHT. >> SO, IT'S NOT ALLOCATED TO ANY GRANT, IT WAS JUST ADDITIONAL MONEY IN OUR BUDGET FOR OUT OF CYCLE GRANT. SO, IF AIRSTREAM WERE TO BRING US SOMETHING RANDOM, THAT MONEY WOULD HAVE GONE TO THAT.

>> WE ONLY CARRY A CERTAIN AMOUNT THAT WE KEEP IN THAT FUND, I THOUGHT THAT WE BROUGHT SOME BACK TO THE GENERAL FUND? WE JUST KEEP IT THERE? OKAY. MAY BE I WAS THINKING OF SOMETHING ELSE. OKAY. SO, THAT GIVES US FLEXIBILITY AS CONNER SAID, IF AIRSTREAM COMES WITH SOMETHING AND WE'VE HAD THOSE INSTANCES WHERE EVENTS POP UP, THERE'S A GOOD OPPORTUNITY, THAT WE HAVE MONEY TO UTILIZE WITHOUT HAVING TO DIP INTO THE FULL

BUDGET TO BE ABLE TO DO THAT. >> AND THE NEXT THING THAT I HAVE BEFORE YOU IS THE NEWEST REPORT FOR FISCAL YEAR 22-23.

AND SO FAR, WE'VE ONLY PROCESSED THE COOK OFF. WE DID RECEIVE THE WHISTLING DEATH FROM THE MILITARY MUSEUM, UNFORTUNATELY, THE REIMBURSEMENT DIDN'T MEET THE GRANT GUIDELINES, SO, WE HAD TO LET THEM KNOW THAT WE WOULDN'T BE ABLE TO REIMBURSE THEM. AND IN THE PROCESS OF CREATING THE AGENDA, WE RECEIVED THE BLACK CREEK PADDLING FESTIVAL AND THAT'S IN REVIEW AND WILL BE ON THE NEXT TDC MEETING.

>> CHAIR: SO, WHAT WAS THE PROBLEM WITH THE MILITARY

MUSEUM? >> SO, THE ADS THEY SUBMITTED, THE MARKETING INFORMATION THEY SUBMITTED DID NOT HAVE THE CORRECT VERBIAGE, FOR VISIT INFORMATION, THEY DIDN'T HAVE

[01:20:01]

>> OKAY. >> CHAIR: ANY QUESTIONS FOR

CONNER? >> CONNER, WHAT DOES CXL MEAN

AGAIN? >> CANCEL.

>> YES. SORRY. >> YES.

>> WELL, THIS WAS FOR 21-22, THOSE EVENTS WERE STILL BEING IMPACTED AND WERE ON THE FRONT-END OF COVID, I GUESS, TECHNICALLY, BACK-END OF COVID, SO, FRONT END OF THAT YEAR.

>> CHAIR: OKAY. NO CROCODILE TEARS ON THE EVENT REPORT?

[9.  Event Grant Subcommittee Report]

>> THANK YOU, WE APPRECIATE THAT.

>> CHAIR: ANYBODY WITH QUESTIONS FOR CONNER BEFORE MOVING ON. LET'S GO TO NEW BUSINESS, THE EVENT GRANT SUBCOMMITTEE REPORT? KIMBERLY ARE YOU GOING TO HANDLE THAT?

>> I CAN. >> I CAN.

>> CHAIR: ROCK, PAPER, SCISSORS?

>> SO, THE TDC GRANT SUBCOMMITTEE MET ON DECEMBER 7TH, HERE IN CLAY COUNTY ADMINISTRATION BUILDING.

WE DISCUSSED SOME GREAT STUFF, WE'RE REALLY LOOKING AT OUR LAST YEAR GRANT, WELL, TECHNICALLY, IT WOULD BE THIS YEAR'S GRANT GUIDELINES AND TRYING TO HONE IN ON WHAT WORKED AND DIDN'T WORK.

I KNOW STEVEN BROUGHT BACK SOME REALLY GREAT, HE ACTUALLY SENT IN A WHOLE REPORT BECAUSE HE WAS NOT ABLE TO MEET THE DEADLINE OF THE MEETING. GEE WAS THERE AND DID SOME GREAT BACKGROUND STUFF AND SUGGESTIONS AND EDITS, AND KEVIN WAS THERE AND HE'S NEW TO THE SUBCOMMITTEE, AND THEY'RE LEARNING AND WE'RE ALL MORPHING AND CREATING A GREAT MESSAGE. BEFORE YOU YOU HAVE THE MINUTES AND THE RUNDOWN OF WHAT WE DISCUSSED. WE ARE, ONE, MOVING TOWARDS MAKING A YEAR-ROUND GRANT CYCLE SO THAT, GOOD LUCK FOR CAROLINE, BECAUSE I'M HANDING THIS OVER TO HER. WE WON'T HAVE A ONE, DEFINITIVE DATE. SO, JULY 15TH WILL NOT BE THE DEFINITIVE DATE THAT EVERYONE HAS TO HAVE THEIR GRANT IN. BECAUSE, IT TURNS AROUND AND BECOMES A HEAVY TASK FOR THE TOURISM DEPARTMENT TO GO THROUGH 22 GRANT APPLICATIONS AND TURN THEM AROUND AND GET THEM READY FOR YOU. WE'LL BUILD OUT A GRANT CYCLE FOR EACH TDC MEETING THAT YOU HAVE TO MEET THAT DEADLINE TO GET TO THE TDC. AND THAT'S COMING SOON. OUR NEXT SUGGESTION IS THAT WE CREATE TWO PATHWAYS, ALMOST. ONE FOR COMMUNITY EVENTS, AND WHO ARE NEW OR VERY SMALL AND THEY'RE NOT READY TO GROW OR THEY DON'T WANT TO GROW, THEY'RE UNCAPABLE.

AND SO, THEY, THEY'RE IRONING OUT WHAT THAT LOOKS LIKE. AND THE NEXT PATHWAY IS OUR SPECIAL EVENTS, WHICH WOULD THEN LEAD TO OUR SIGNATURE EVENTS, AND THE SPECIAL AND SIGNATURE EVENTS ARE EVENTS THAT I WOULD LIKE TO GROW AND LEARN MOW MARKETING TRICKS AND THE BEST WAY TO PRESENT THE DESTINATION AND TO REALLY BE A KEY ASSET. SO, WE'RE HOPING THE SPECIAL EVENTS GROW INTO SIGNATURE EVENTS. AND THAT'S THAT OF THE OUR NEXT THING THAT WE WOULD LIKE TO CHANGE IS TO CREATE A NEW MAXIMUM GRANT AWARD FOR SIGNATURES. WE'RE ASKING THAT TO BE AT $35,000. AND, THEN, WE WOULD PROVIDE A $10,000 ROOM NIGHT BONUS. AND, WE'RE STILL IRONING OUT THE DETAILS OF THIS, AND WE'LL PRESENT YOU WITH AN OFFICIAL CHANGE. UM, WE'RE EITHER ASKING IF THAT IS BASED OFF OF MATCHING THE APPLICATION ROOM NIGHTS, SO, IF THEY SAY WE'RE BRINGING IN 10, AND AFTER THE POST-EVENT REPORT THEY BROUGHT THE 10, THEN, THEY WOULD GET THAT EXTRA BONUS, HOPEFULLY IT'S MORE THAN 10. OR, IT WOULD BE BROUGHT IN ON, THIS EVENT CREATED X AMOUNT OF ROOM NIGHTS AND THEY HAD A WAY TO TRACK THAT. SO, WE'RE STILL IRONING OUT HOW THAT'S GOING TO LOOK FOR THE FUTURE, AND WE'LL BRING THAT BACK. WE'RE ALSO SUGGESTING TO FLIP THE CURRENT SCORING ALGORITHMS, RIGHT NOW, THE GUIDELINES ALMOST DETURES THE FIRST-YEAR EVENT, IT ASKED IF YOU HAVE ESTABLISHED EVENT, WE KIND OF FEEL LIKE, THEY DON'T GET THOSE EASY POINTS IF THEY'RE A FIRST-YEAR EVENT, SO, WE'RE ASKING TO FLIP THAT ALGORITHM, AND CREATE A FOSTER PROGRAM FOR NEW YEAR EVENTS. WE'RE LOOKING AT THIS TO MAKE THE MARKETING

[01:25:09]

>> OKAY. ANYBODY HAVE ANY COMMENTS? GEE? YOU'VE BEEN

VERY QUIET. >> WELL, I'M TURNING OVER A NEW LEAF, NEW YEAR, NEW RESOLUTION. AND I THINK JUST FOR THE NEW PEOPLE HERE TOO, JUST, TOO KIND OF GIVE A BACKGROUND THAT, WE ORIGINALLY WERE GIVING THE PEOPLE WHO WERE REQUESTING THE GRANTS $45,000. AND SO, THAT'S WHY WE'RE NOW LOWERING IT TO $35,000 WITH THE -- IT'S STILL GOING TO BE $45,000, BUT, WE WANT TO MAKE SURE THAT YOU ARE REALLY BRINGING IN THE ROOM NIGHTS AND WITH REGARDS TO THE REPORTING. SO, THAT'S WHERE THE

45 AND 35 ARE COMING FROM. >> WHO IS ON THE SUBCOMMITTEE? STEVEN, I KNOW THAT YOU FILED THE REPORT.

>> AND TO PROVIDE CONTEXT, WE DID THE DISCUSSIONS OF THE PATHWAY, THAT WAS ONE OF THE, UM, CONCEPTS THAT I WAS MOST INTRIGUED BY, SO, I THINK I TRIED TO SEND AS MUCH AS SUPPORT THAT I COULD, SINCEAT I COULDN' OF THAT DAY. AND I THINK THE THOUGHT PROCESS BEHIND THAT WAS THAT WE HAD SOME EVENTS THAT CULD OR WOULDN'T BE ABLE TO GROW IN THE FUTURE DUE TO CAPACITY OR WILL OR SOMETHING, BUT, THEY'RE STILL SCORING WELL, BY OTHER PARAMETERS, BUT THEN THEY'RE ALSO BEING MEASURED FROM RESULTS AND ROOM NIGHTS AND THINGS LIKE THAT AGAINST EVENTS THAT WANT TO GROW AND BECOME SIGNATURE AND DEVELOPMENT OF ROOM NIGHTS WHEREAS WE WERE TRYING TO ESTABLISH THAT THESE HAVE VALUE AND STILL FIGURING OUT THE DETAILS OF HOW TO SEPARATE THOSE TWO PATHWAYS, SO, WE'RE ESSENTIALLY HAVING CONTENT GENERATION, COMMUNITY-RELATED EVENTS WHERE MAY BE THE PROCESS IS MORE STREAMLINED AND THE REQUIREMENTS ARE MORE STREAMLINED BUT THE REQUIREMENTS ARE LOWER SO THAT THEY'RE NOT ON THE PATHWAY OF THE SIGNATURE EV EVENTS SPECIAL EVENTS WILL GROW INTO SIGNATURE EVENTS. THAT WAS THE PROCESS BEHIND THOSE. THE DETAILS STILL NEED TO BE

HAMMERED OUT. >> I DON'T KNOW WHO GAVE THE EXAMPLE OF, YOU KNOW, UM, IF WE'RE LOOKING AT COMMUNITY EVENTS, IT'S REALLY WHEN THEY'RE ASKING FOR MONEY, IT'S MORE KIND OF LIKE AS IF THEY'RE ASKING FOR SPONSORSHIP. THEY'RE NOT GROWING FROM A SPECIAL EVENT INTO A SIGNATURE EVENT, THEY'RE ASKING FOR SPONSORSHIP OF AN EVENT. IT'S AN EVENT WITH A SPONSORSHIP REQUEST AND THE REST REALLY IS A PATHWAY FOR GROWTH.

>> CHAIR: ANYBODY ELSE HAVE ANYTHING?

>> JUST IN TERMS OF, SOME OF THE REACTION FROM MY THOUGHTS, THE COMMUNITY EVENTS, I LIKE THAT IDEA THAT IT'S SORT OF A STREAMLINED PROCESS THAT THEY DON'T HAVE THE KIND OF ONUS THAT OF THE EVENTS THAT HAVE BEEN GOING ON FOR YEARS AND YEARS HAVE TO ADHERE TO TO PERMIT THE GRANT. BUT, I DO THINK THAT, YOU KNOW, THERE SHOULD BE SOME REFERENCE, OKAY, SO, WE'RE GOING TO GIVE IT TO YOU THIS FIRST YEAR, THE SECOND YEAR, YOU KNOW, IF, YOU KNOW, OR MAY BE, WE EXTEND IT THREE YEARS, I MEAN, WHAT WE'RE ALL ABOUT IS THAT WE WANT TO HAVE EVENTS, NEW EVENTS AND THINGS THAT TRY TO ATTRACT PEOPLE HERE. SO, I DON'T WANT TO PUNISH ANYBODY FOR YEAR TWO, IF THEY DON'T MEET THE GOALS OF WHAT THEY SAID THEY WERE GOING DO THE FIRST YEAR, AT THE SAME TIME, I THINK THEY SHOULD BE HELD IN SOME WAY THEY'RE GOING.

I DO LIKE THE DUEL PATHWAY, ONE FOR SERIOUS EVENTS, WHETHER THEY'RE LIKE THE SCOTTISH GAMES OR THE ORANGE PARK FALL FESTIVAL, WHICH SEEMS THAT WE'LL HAVE TO FIND A BIGGER SPOT FOR THAT. IT KEEPS GROWING AND GROWING.

>> AND I THINK TO CLARIFY, WE DON'T NEED JUST REQUEST FOR SPONSORSHIP, I'M A 5 K RUN AND I CATER TO HIGH SCHOOL STUDENTS IN CLAY COUNTY. I COULD JUST GO AT THE END OF THE DAY WE'RE IN CHARGE OF TDC MONEY WHICH IS TO BRING TOURISM TO THE COUNTY.

THAT'S IN THE FOREFRONT AND I GUESS WE DIDN'T MENTION IT.

>> I ASSUME THAT YOU WILL STILL HAVE TO ADHERE TO ALL THE OTHER REGULATIONS THAT WE DO IN TERMS OF REQUIREMENTS. BUT, I THINK THAT'S WORTH WHILE. I LIKE THE BONUS IDEA. BUT, YOU KNOW, IN THIS DAY AND AGE, WITH THE WAY THAT INFLATION IS HITTING EVERYTHING, IT'S ALSO HITTING ADVERTISING AND MARKING. SO,

[01:30:02]

[10.  Film Development Subcommittee Report]

>> CHAIR: ALL RIGHT. SO, WE'VE GOT ANOTHER SUBCOMMITTEE, THE FILM DEVELOPMENT SUBCOMMITTEE REPORT. WHO IS

GOING TO MAKE ME A STAR? >> SO, THE FILM DEVELOPMENT COMMITTEE MET THE SAME DAY, UM, YOU KNOW, HISTORICALLY, IN CLAY COUNTY, WE RECEIVE REQUESTS FOR FILMING IN THE COUNTY FROM TV SHOWS, FROM MUSIC VIDEO FILM MAKERS, FROM DOCUMENTARIES, YOU KNOW, IT'S REALLY RUNS THE GAMUT. BUT, UM, A LOT OF TIMES, THOSE THINGS HAPPEN WITHOUT OUR KNOWLEDGE. AND, UM, ONE OF THE THINGS THAT WE WANT TO BE ABLE TO DO IS NUMBER ONE, THANK THEM FOR FILMING HERE. IT'S A GREAT STUDENT FOR US TO MARKET OUR DESTINATION THAT WE'RE MISSING WHEN WE CAN SAY, SUCH AND SUCH MUSIC VIDEO OR TV SHOW WAS FILMED HERE. WE WANT TO BE ABLE TO DO THAT MORE AND UNFORTUNATELY WE MISS THOSE OPPORTUNITIES BECAUSE WE DON'T KNOW WHAT WE DON'T KNOW. ONE OF THE WAYS THAT WE DISCUSSED AN OPPORTUNITY TO FIND OUT WHOSE FILMING HERE IS TO HAVE A PERMIT. MOST DESTINATIONS HAVE A FILM PERMIT. SOME OF THEM ARE FREE. THEY JUST WANT DOCUMENTATION THAT THERE'S, THAT THE ACTIVITY OF FILMING IS HAPPENING. SOME OF THEM ARE A NOMINAL FEE AND SOME ARE $500 FOR A FILM PERMIT. IT RUNS THE GAMUT AS FAR AS THE COST. SO, WE'RE LOOKING AT OTHER DESTINATIONS AND COMPARING FILM PERMITS. WE'RE LOOKING AT WHAT WE WANT TO KNOW AND, WHAT WE NEED TO KNOW. BECAUSE THOSE ARE TWO DIFFERENT THINGS. AND WE'RE ALSO LOOKING AT SOME LEGAL STUFF AND WE'LL BE MEETING WITH THE LEGAL TEAM TO FIND OUT WHAT WE HAVE TO KNOW. AND, UM, OUR THOUGHT IS THAT IF WE DO CHARGE FOR THAT FILM PERMIT, WHICH MAY BE A DETURENT TO FILM MAKERS, BUT, IT CAN COME AND MAKE FILM DEVELOPMENT, NOT SELF-FUNDED. THEY WOULD HAVE TO USE TDC DOLLARS TO DO SOMETHING. BUT, UM, TO HAVE A REVENUE STREAM THAT'S SPECIFICALLY TIDE TO FILM DEVELOPMENT. SO, WE'RE TALKING A LOOK AT ALL OF THOSE. WE ARE GOING TO BE REQUESTING INPUT AND PARTICIPATION FROM LOCAL FILM MAKERS, AND THOSE WHO HAVE EXPRESSED INTEREST IN FILM MAKING IN CLAY COUNTY SO THAT WE COULD, THEY'RE THE EXPERTS IN DOING THIS AND SO, WE WANT THEIR

[01:35:01]

INPUT IN THIS PROCESS AS WELL. >> .

>> CHAIR: ANY QUESTIONS ON THE FILM MAKING SUBCOMMITTEE?

>> WHAT LEVEL WOULD YOU NEED A PERMIT?

>> IT'S ONE OF THOSE THINGS, IF YOU'RE TAKING A FAMILY VIDEO, YOU TAKE THE FAMILY VIDEO, BUT, YOU KNOW, UM, IF YOU ARE COMMERCIALIZE -- I MEAN, IF IT'S A COMMERCIAL PROJECT, IT'S GOING TO BE ON TV, IT'S GOING TO BE DISTRIBUTED TO THE PUBLIC IN SOME FORM OR FASHION, COMMERCIALS, ANYTHING LIKE THAT, WE WOULD WANT TO KNOW. BECAUSE, AT THE END OF THE DAY, YOU KNOW, WE WORKED WITH SOME LOCAL LAW FIRMS AND I SAY, LOCAL, AND THAT MEANS NORTHEAST FLORIDA LAW FIRMS. YOU COULD TELL WHEN IT'S CLAY COUNTY AND WHEN IT'S NOT DOWNTOWN JACKSONVILLE OR ANOTHER DESTINATION IN THE REGION. WE WANT PEOPLE TO KNOW THAT. THAT THAT, YOU KNOW, WAS FILMED HERE. WE WANT THEM TO KNOW THAT COFFEE SHOP IS IN CLAY COUNTY OR THAT'S A CLAY COUNTY ROAD OR THAT'S A NEIGHBORHOOD IN CLAY COUNTY. IT'S JUST A MARKETING

OPPORTUNITY THAT WE'RE MISSING. >> HOW DO OTHER COMMUNITIES GET THAT LITTLE STAMP AT THE END, LIKE, THAT SAYS FILMED IN

ATLANTA OR AUSTIN? >> THEY MAKE IT A REQUIREMENT

IN THEIR PERMIT. >> IT HAS TO BE REQUESTED, AND IN SOME CASES IT'S NEGOTIATED TO GET INTO THE CREDITS OR LOCATION OF WHERE EVER IT IS BEING FILMED OR TAPED, OR WHATEVER. YEAH, I WOULD LIKE TO TAKE A LOOK AND SEE WHAT OTHER PEOPLE ARE DOING, I WOULD HESITATE TO SAY THAT WE DON'T WANT TO BE TOO OUTRAGES WITH THE PERMIT, IT'S TRYING TO KEEP TRACK OF PEOPLE AND MAKING SURE THEY'RE DOING WHAT THEY'RE SUPPOSED TO BE DOING. AND DID YOU GUYS TALK ABOUT FUNDING PROJECTS AND THOSE KINDS OF

THINGS AT THIS POINT IN TIME? >> SO, THAT'S PART OF OUR DISCUSSION, ONCE WE HAVE THE FILM MAKERS AT THE TABLE, WE WOULD LIKE TO GET MORE INFORMATION FROM THEM. THE OTHER THING IS THERE'S A TON OF DESTINATIONS THAT HOST LOCAL FILM FESTIVALS. AND THAT'S A WAY FOR US, TO, UM, TO SHOWCASE THE DESTINATION AS A FILMING DESTINATION. WHEN YOU DO MOVIE PREVIEWS OR SHOWCASES OR PREMIERES, THAT INVITES LOCAL FILM MAKERS OF WHERE IS THIS? WHAT IS THERE TO DO HERE? WHERE CAN I? I LIKE THE LIGHTING, YOU KNOW, THOSE THINGS THAT SO INFLUENCE A FILM MAKER'S DECISION ON WHERE AND WHAT TO

FILM. >> I KNOW THAT FILM FESTIVALS ARE POPULAR AND IF YOU HAVE THE RIGHT EVENT AND THE RIGHT VENUE, I THINK IT WOULD BE A REAL ATTRACTION FOR FILM MAKERS TO FIND YOU. AND THAT MAY BE SOMETHING THAT THE SUBCOMMITTEE CAN TALK ABOUT AS WELL. ANY OTHER QUESTIONS ON FILM? NO.

OKAY. >> I HAVE A QUESTION, THE WEBSITE THAT YOU HAVE LINKED IN FOR THE FILM LOCATIONS, THAT'S NOT A COJ WEBSITE, BUT IT'S JUST A FILM OF ALL THE DIFFERENT

LOCATION SEARCHES? >> SO, WE WORK CLOSELY WITH THE DEPARTMENT OF ECONOMIC OPPORTUNITY, THE FILM DIVISION IS LOCATED IN THAT DEPARTMENT OF THE STATE. THEY SEND US LEADS WE GOT ONE TODAY OR YESTERDAY FOR A MENTAL HOSPITAL LOCATION, AND WE WERE LIKE, WE'LL PASS ON THAT ONE, BECAUSE, YOU KNOW, THEN WE ALSO GOT ONE A COUPLE OF WEEKS AGO FOR A NICE HOUSE WITH GREEN GRASS. YOU KNOW, I'M LIKE, WE COULD HAVE DONE THAT ANY OTHER TIME BUT THE WINTER. YOU KNOW. SO, THE REQUEST THAT COME IN ARE RANDOM AND SOMETIMES IT'S JUST A ROAD WITH TREES.

IT'S, THEY'RE SPECIFIC TO THAT FILM MAKER AND WHAT THEY'RE TRYING TO ACCOMPLISH. SO, SO, WHAT, UM, WHAT THE LINK IS FOR IS, UM, THAT IS THE FILM OFFICE FOR JACKSONVILLE, WHAT THEY DO IS PUT IN DIFFERENT LOCATIONS. IF THERE'S A FAMOUS, RED DOOR OR IF THERE'S A, UM, JUST AN ICONIC LOCATION, A WATERFRONT LOCATION, THOSE TYPES OF THINGS, YOU KNOW, MILITARY, THE LIST CAN KIND OF GO ON AND ON ABOUT WHAT YOU PUT IN THAT DATABASE, WE HAVE TO

[01:40:03]

THOSE SITES. >> FUNNY, I HAD SOMEBODY APPROACH ME LIKE, WELL, DO YOU HAVE ANYBODY THAT YOU KNOW THAT OWN AS TREE FARM, I WANT TO DO A MUSIC VIDEO WITH A BUNCH OF PINE TREES, AND IT WAS LIKE, DO YOU KNOW ANYBODY?

>> WE CAN MAKE THAT HAPPEN. >> RIGHT.

>> AND A LOT OF TIMES IT'S CONNECTING THE RIGHT PEOPLE.

THE OTHER REQUESTS THAT CAME THROUGH WAS ACTUALLY FILMING IN A LIBRARY, AND THE OTHER THING IS THAT YOU KNOW, WE HAVE TO MAKE SURE THAT OUR LOCAL COMMUNITY IS EDUCATED IN UNDERSTANDING THE LIABILITY THAT GOES WITH THAT, TOO. SO, THERE'S LOTS -- IT'S NOT JUST OPENING YOUR DOOR, AND, YOU KNOW, SAYING, COME MAKE A MOVIE, THERE'S A LOT OF THINGS THAT YOU HAVE TO WATCH OUT FOR, SO, YOU WANT TO MAKE SURE THAT

[11.  FY 22-23 Business Plan]

>> CHAIR: VERY GOOD. LET'S MOVE ONTO ITEM 11, FISCAL YEAR 22-23 BUSINESS PLAN. TOURIST DEVELOPMENT COUNCIL.

>> I WAS GOING TO DO IS NICE PRESENTATION, BUT, I DECIDED TO KEEP IT SIMPLE. WE HAVE THE 2 2022 STRATEGIES THAT WERE PROPOSED LAST SUMMER WHICH CAME FROM OUR ORIGINAL STRATEGIC PLAN. WHAT WE'RE PROPOSING FOR, UM, THE REVISION OF THE BUSINESS PLAN IS THAT WE HAVE A GENERAL OPERATIONS STRATEGY THAT SAYS WE CONTINUE TO MANAGE THE TDC FUNDS AND PROVIDE THE SERVICES OF THE CONVENTION AND VISITOR'S BUREAU OR DESTINATION MARKETING ASSOCIATION AND FILM OFFICE, THAT SAYS WHO WE ARE, AND THEN THERE'LL BE OBJECTIVES AND MEASURABLE OBJECTIVES AND TACTICS THAT HELP US FULFILL THAT STRATEGY. BUT, WE WANTED TO MAKE SURE THESE STRATEGIES WERE GOOD WITH YOU FIRST BEFORE BUILDING THAT OTHER PART. THE SECOND STRATEGY IS TOURISM PROMOTION. NOW, WE TALKED A LOT AT THE LAST MEETING ABOUT PRIORITIES OF THESE. WE PUT THESE IN SPECIFIC ORDER BECAUSE WE THINK THAT THIS IS THE ORDER THAT WE SHOULD BE TACKLING THEM. WE'RE GOING TO TACKLE THEM ALL SIMULTANEOUSLY, JUST AT DIFFERENT LEVELS. AND THE TACTICS UNDERNEATH THOSE STRATEGIES WILL DETERMINE COST, AND, IN THE BUDGET WHICH WILL BE REFLECTED. AND THE EFFORT AND TIME THAT THE TEAM AND THE COMMUNITY PUT INTO ACCOMPLISHING THESE. SO, TOURISM PROMOTION IS NUMBER 2 TO FURTHER ESTABLISH THE BRAND IDENTITY AND LEAD A TOURISM PROMOTION PLAN RESULTING IN MORE VISITATION TO THE DESTINATION WHILE BEING LESS DEPENDENT ON FUTURE EXTERNAL MARKET DEMAND CHANGES. THAT JUST MEANS WE WANT TO BE SECURE WITH WHO WE ARE AS A DESTINATION AND NOT BE, UM, WAVERING BY DIFFERENT, UM, ECONOMIC DEMANDS, THAT OTHER DESTINATIONS ARE EXPERIENCING. WE WANT TO BE

CONSISTENT, AND, UM, STEADY. >> CAN YOU CLARIFY THAT, SO, ECONOMIC EVENTS, MEANING EVENT-RELATED? WORK-RELATED?

>> SO, ANY TYPE OF EXTERNAL MARKET DEMAND OR SHIFT, IT COULD BE COVID, IT COULD BE A HURRICANE, IT COULD BE INFLATION, SO, HOW DO -- ANY TYPE OF, UM, SURGE IN ANY TYPE

[01:45:01]

DOES THAT? >> WELL, I'LL EVENTUALLY COME TO, LIKE, REALLY UNDERSTANDING. BECAUSE, I JUST FEEL LIKE TOURISM IS DEPENDENT ON THOSE, NOT DEPENDENT, UM, IS, REALLY

SUBJECT TO THOSE, YOU KNOW. >> YES, WHICH IS WHY WE WANT TO BUILD A PLAN THAT MAKES US LESS VULNERABLE TO THOSE CHANGES.

THE THIRD STRATEGY IS SPORT'S TOURISM. TO PURSUE SPORT'S TOURNAMENTS TO ESTABLISH CLAY COUNTY AS A SPORT'S DESTINATION WHILE STRATEGICALLY PLANNING FOR FUTURE FACILITIES. AND THAT GOES INTO, I MEAN, WE WERE, AND WE DIDN'T REALLY OFFICIALLY SAY THIS TO YOU ALL, BUT, LAST NIGHT AT THE BOARD OF COCOUNTY COMMISSIONER'S MEETING THEY APPROVED THAT THE REGIONAL PARK, THE SPORT'S COMPLEX IN MIDDLEBURGH WILL HAVE EIGHT FIELDS. AND SO, THAT WAS APPROVED LAST NIGHT AND I WANTED TO MAKE YOU ALL AWARE OF THAT. THAT'S A HUGE STUDENT FOR US.

UM, FROM A SPORT'S TOURISM PERSPECTIVE. BECAUSE, AND THANK YOU, SIR, FOR SAYING THIS AT THE BOARD MEETING LAST NIGHT, THERE ARE NO OTHER FACILITIES IN NORTH FLORIDA THAT HAVE THAT CAPACITY.

THEY MAY HAVE EIGHT FIELDS, BUT, THEY'RE LEASED TO OTHER ORGANIZATIONS. WHERE THIS WILL NOT BE WE HAVE THE FLEXIBILITY TO SERVE ALL EIGHT FIELDS TO A TOURNAMENT AT ANY TIME. THE FOURTH STRATEGY IS OUTDOOR ADD VEN TOUR, TO PRIORITIZE AND DEVELOPMENT DESTINATION ASSETS SO THAT THE TRAIL CONNECTIVITY, WATERWAY ACCESS AND ADD VEN TOUR SEEKING EXPERIENCES CONTRIBUTE TO THE DESTINATION'S BRAND, MARKETABILITY, AND THE COMMUNITY'S QUALITY OF LIFE. THE 5TH ONE IS ARTS AND CULTURE, TO DEVELOP AND CULTIVATE IN CLAY COUNTY'S DESTINATION ASSETS CELEBRATING OUR AREAS'S PAST, PRESENT AND FUTURE, BY FOCUSSING ON EVENTS ANT FESTIVALS, CELEBRATING SOUTHERN ROCK, PUBLIC ART DEVELOPMENT AND HISTORIC ASSET STRATEGIES, SO, THAT COVERS OUR ARTS AND CULTURES AND HISTORIC ASSETS AS WELL. NUMBER SIX IS GUIDING DEVELOPMENT WHICH IS TO KRBT TO THE VISION OF HOW CLAY COUNTY GROWS, PLANS, AND MAINTAINS CURRENT CHARACTER AND FUTURE DEVELOPMENT WHILE STAYING TRUE TO THE EMERGING BRAND OF THE DESTINATION. SEVEN IS LONG-TERM VISIONING. COLLABORATIVELY DREAM AND WORK TOWARD UNIFYING DEVELOPMENT PROJECTS WHICH MOVE CLAY COUNTY FORWARD. AND BRANDING, TO REVIEW AND REFINE OUR BRAND MESSAGING TO COMMUNICATE THE COUNTY'S FUTURE DIRECTION AND GROWTH. SO, WE'RE BRINGING THESE STRATEGIES TO YOU ALL TO PASS FOR ANY EDITS OR SUGGESTIONS AND THIS IS JUST A DIRECTION, IT'S NOT NECESSARILY, A VOTE. UM, BUT, WE JUST WANT DIRECTION ON IF THESE STRATEGIES THAT, BASICALLY ARE GUIDED BY THE STRATEGIC PLAN MEET YOUR

APPROVAL. >> CHAIR: ANYBODY HAVE ANY, UM -- MY SUGGESTION WOULD BE GIVE IT AN OPPORTUNITY TO SINK IN AND THEN WE CAN E-MAIL KIM DIRECTLY TO GIVE HER ANY THOUGHTS THAT WE COULD INCORPORATE THESE AND REVIEW THEM THE NEXT TIME WE GET TOGETHER. (INAUDIBLE)

>> A LOT OF THAT COME ABOUT WITH, LIKE, THE, UM, RATING THAT

WE DID? THE SURVEY THAT WE DID? >> SO, A LOT OF IT DID. WE DEFINITELY TOOK THAT INFORMATION BACK AND LOOKED AT IT. AND WHAT WE DID IS WE WENT DIRECTLY TO THE CURRENT BUSINESS PLAN AND THE STRATEGIC PLAN AND SAW WHERE WE WERE ALREADY DOING SOME THINGS AND ALREADY HAD MOVEMENT IN SOME AREAS THAT JUST RAISED THE PRIORITY BECAUSE IT WAS ALREADY IN MOTION.

[12.  Director's Report and Performance Measurements]

[01:50:10]

>> CHAIR: ALL RIGHT, LET'S MOVE ON IF NOBODY HAS ANY FURTHER COMMENTS. WE'LL MOVE TO 12.

>> I'M REALLY EXCITED TO LET YOU ALL KNOW THAT WE HAVE A NEW HOTEL THAT'S COMING ONLINE, AND SHOULD BE OPENING IN THE NEXT, HOPEFULLY, COUPLE OF WEEKS, IF NOT SOONER. THE WOOD SPRING SUITES IS LOCATED ON WELL'S ROAD, AN EXTENDED STAY PROPERTY, 120 ROOMS. WE HAD CONVERSATIONS WITH THEIR GENERAL MANAGER AND LOOKING FORWARD IN SUPPORTING THEM IN ANY WAY THAT WE CAN TO DO GREAT BUSINESS. WE, UM, YOU KNOW, DO YOU Y'ALL HAVE ANY QUESTIONS ABOUT THE HOTEL? WE'LL MAKE SURE THAT YOU KNOW WHEN THE GRAND OPENING IS AND ALL OF THAT SO THAT YOU COULD SEE THE HOTEL AND MEET CHRIS MARTIN, THE GM AND SEE WHAT THEY'RE ALL ABOUT. UM, IN DECEMBER, UM, WE HAD A VERY BUSY WEEKEND, CONNER AND I DIVIDED AND CONQUERED. WE HAD SOME INFLUENCERS IN. AND, BASICALLY, FOR TWO DIFFERENT AUDIENCES.

CONNER WORKED WITH THE OUTDOOR SHOW WHICH IS THE JACKSONVILLE BASED OUTDOOR RADIO PROGRAM WHICH USES THEIR FOLLOWING ON THE RADIO TO PUSH SOCIAL MEDIA MESSAGING AS WELL. THEY HAD NEVER BEEN TO CLAY COUNTY. THEY DIDN'T KNOW ANYTHING ABOUT OUR OUTDOOR ASSETS. THEY DID WANT KNOW THAT WE HAD THE TREE HOUSES OR THE AMAZING TRAILS THAT WE HAVE. IT REALLY OPENED THEIR EYES TO THE POTENTIAL THAT'S HERE. AND SO, WE, UM, THEY'VE ALREADY MENTIONED US, AT LEAST ONCE THAT WE KNOW OF. AND WE'RE TRACKING THAT AND TALKING WITH THEM ABOUT DOING MORE, UM, FUN, OUTDOOR OPPORTUNITIES THROUGHOUT THE YEAR. SO, UM, STAY TUNED FOR MORE ON THAT. THE OTHER, UM, GROUP WAS ACTUALLY A PARTNERSHIP WITH THE ST. AUGUSTINE CONVENTION BUREAU.

THEY WERE HERE FOR A COUPLE OF WEEKS, THEY HAD GONE TO AMELIA ISLAND AND THROUGH JACKSONVILLE AND WE WERE ABLE TO HOST THEM FOR THE WEEKEND. THEY WERE INTERESTED IN CYCLING, SO, THEY ROAD RODE SO MANY OF OUR TRAILS AND SAW A LOT OF OUR DESTINATION, VIA THE NATURAL, IT WAS AROUND THE HOLIDAYS, IT WAS EARLY DECEMBER, SO, WE'RE LOOKING FOR, AND THEIR ARTICLES SHOULD DROP, UM, HOPEFULLY, THEY WILL POST IT ON INSTAGRAM, IN THE NEXT, HOPEFULLY, BY THE END OF THE WEEK. IT WAS PULLMAN CONCIERGE THEY HAVE 21,000 INSTAGRAM FOLLOWERS. IT WAS A GOOD FIT FOR US, WITH THEIR AUDIENCE AND WE LEARNED A LOT WITH THEM. THEY SHARED A LOT OF INSIGHTS, WORKING WITH INFLUENCERS, AND TFIT WAS A GRE PARTNERSHIP SO, AS SOON AS THEIR STORY GOES LIVE, WE'LL SHARE IT WITH YOU ALL. THE OTHER THING THAT I DID WANT TO KIND OF GIVE YOU A COUPLE OF, ECO-TOURISM 20,000-FOOT VIEWS, THE BIKE WAYS, BLUE WAYS AND TRAILS COMMITTEE FOR THE COUNTY IS LOOKING INTO NOMINATING, UM, KEYSTONE HEIGHTS AS A TRAIL DOWN STATE WIDE. THAT WILL JUST GIVE US ANOTHER MARKETING OPPORTUNITY. IT'S A DESIGNATION GIVEN BY THE STATE AS ALMOST LIKE A BIKE-FRIENDLY, DESTINATION, AND WE WANT TO HELP THEM WITH THAT EFFORT. SO, WE'LL BE GIVING YOU FOLLOWUP ON THAT. AND WE'LL BE WORKING WITH THE NORTH FLORIDA REGIONAL PLANNING COUNCIL, THEIR MAJOR PROJECT IS IN ECO-TOURISM PROJECT. AND SO, WE'VE REACHED OUT TO THEM AND WE'LL BE MEETING WITH THEM TO SEE WHAT THEIR PLANS ARE AND WHAT THAT PROGRAM WILL LOOK LIKE AND WE'LL KEEP YOU UP-TO-DATE ON THAT AS WELL. I DID WANT TO LET YOU KNOW THAT WE DO HAVE AN RFQ OUT, FOR ADVERTISING TOGETHER SERVICES, THE BID OPENING IS FRIDAY. UM, AND, WE'LL KEEP YOU UP-TO-DATE ON THE PROGRESS OF THAT PROJECT AS WELL. AND LAST BUT NOT LEAST, THE CLERK OF THE COURTS IS DOING A PROGRAM, UM, TO SPOT

[01:55:04]

SOLUTION. >> I HAVE A QUESTION, STEVEN, I THINK SUGGESTED IT AT ONE POINT IN THE LAST MEETING ABOUT THE

DARK SKY. >> I'M GLAD THAT YOU BROUGHT THAT UP. I CAME ARMED WITH A LIST OF THINGS THAT I THOUGHT WE NEEDED THEIR HELP ON. AND, UM, I MENTIONED THE DARK SKY OPPORTUNITY, AND THEY SAID WE WERE TOO LIGHT. THAT WE HAVE TOO MUCH LIGHT, NOISE, THAT, OUR SKIES AREN'T DARK ENOUGH.

>> HAVE THEY BEEN TO KEYSTONE? .

>> THEY HAVE, I'M LIKE, GOLD HEAD, AND THEY SAID IT DOESN'T

MEET THE QUALIFICATIONS. >> OKAY. I WAS REALLY SAD ABOUT THAT TOO, I WAS HOPING THAT WOULD WORK. WE TRIED BECAUSE IT WAS A GREAT SUGGESTION.

>> TURN OFF AN EXTRA LIGHT TONIGHT TO HELP US OUT.

>> YEAH. >> AL, AND ON ANOTHER NOTE, PARK WISE, WE'RE TALKING ABOUT JENNINGS, TO GET MORE INFORMATION ABOUT THEIR ACCESSIBLE TRAIL, THEY'RE WORKING ON AN ACCESSIBLE TRAIL AND WE'LL KEEP YOU UPDATED ON THAT AS WELL. THEY'RE DOING A LOT WITH WOUNDED WARRIOR, AND DIFFERENT GROUPS, SO, THAT'S GREAT FOR US FROM THE ACCESSIBILITY STAND POINT THAT WAS MENTIONED IN THE BEGINNING

BY EVOK. >> THAT'S ALL I HAVE.

>> CHAIR: OKAY. ANY QUESTIONS?

>> I'M SORRY, I DON'T KNOW THAT WITH YOU ALL. AND WE'RE UMBERS- DEVELOPING SOME MARKETING MATERIAL THAT, WITH THE HELP OF DESTINATIONS FLORIDA THAT I JUST HAVE TO SEND TO YOU. IN 2019, WHICH WAS THE LAST NORMAL YEAR OF DATA THAT WE HAD, BECAUSE OF COVID, VISITORS SPENT $218.7 MILLION IN CLAY COUNTY.

VISITORS PAID $46.8 MILLION IN FEDERAL, STATE, AND LOCAL TAXES AND NEARLY 3500 JOBS WERE SUPPORTED BY VISITORS IN CLAY COUNTY. CLAY COUNTY'S HOUSE HOLDS, WOULD PAY AN ADDITIONAL $318.45 IF IT WEREN'T FOR TOURISM. AND THE AMOUNT PAID BY LOCAL RESIDENTS FOR US MARKETING TO VISITORS IS 0. SO, I WANTED TO GIVE YOU GUYS A LITTLE SNAPSHOT OF KNOWING THAT THE DECISIONS THAT YOU MAKE HERE ARE REALLY MAKING HUGE, ECONOMIC, DEVELOPMENT IMPACTS IN OUR COMMUNITY. SO, THANK YOU FOR

WHAT YOU DO. >> AS A REFERENCE, IF YOU'RE LOOKING AT 3500 JOBS, AND YOU PUT THOSE ALL UNDER RUN ROOF, THAT WOULD BE, PROBABLY, IN THE FOURTH OR 5TH, LARGEST EMPLOYER IN THE COUNTY. SO, THAT GIVERS YOU AN IDEA AS TO HOW IT'S HAPPENING EVERYDAY AND WE'RE HOPE TO GO FRO THAT AND THAT'S UP FROM $224, I THINK, THE FIRST YEAR THAT I WAS INVOLVED. NOW IT'S UP TO $318 PER YEAR, TAXES, THAT IS, THAT LOCAL HOUSEHOLDS DON'T HAVE TO PAY BECAUSE OF THE VISITORS HELPING TO PAY FOR THAT. AND I ALSO WANT TO QUASH A RUMOR THAT THE OUTDOOR FOLKS DID NOT QUESTION WETHER OR NOT WE HAD RUNNING WATER IN CLAY COUNTY. THEY QUESTIONED A LOT OF OTHER THINGS, BUT THAT WAS

[13.  Legislative Update]

[02:00:02]

>> YES. WE GET TWO LEGISLATIVE UPDATES, PRIMARILY, ONE IS FROM DESTINATIONS FLORIDA WHICH IS THE TOURISM OFFICE, TRADE ASSOCIATION AND THEIR MAIN LEGISLATIVE PUSH IS TO STOP THE EXPANSION OF TOURIST DEVELOPMENT TAX USE. RIGHT NOW, UNDER STATE STATUTE 125.014 IT GIVES YOU THE GUIDELINES ON WHAT'S PERMISSIBLE TO USE THE TDT ON. THERE ARE THREATS TO THAT. LAST YEAR THERE WERE TWO DIFFERENT BILLS THAT TRIED TO EXPAND THAT USAGE.

AND WE'VE HEARD RUMBLINGS OF TWO OR THREE MORE TRYING TO DO THAT.

NONE HAVE BEEN FILED TO MY KNOWLEDGE, BUT, IT STILL REMAIN AS THREAT. THIS IS WHEN WE START TO GET SESSIONS START TO RAMP UP. WE WILL GIVE YOU UPDATES, UM, AND, UM, THAT WAY YOU CAN MAKE SURE THAT ANYONE THAT YOU INFLUENCE CAN JUST BE EDUCATED ON THAT TOPIC. AND IF YOU SO DESIRE, CONTACT OUR DELEGATION TO INFLUENCE THEM. FUNDING FOR VISIT FLORIDA IS ALWAYS TOP OF MIND. VISIT FLORIDA, I THINK WE'RE PROPOSING A $100 MILLION BUDGET THIS YEAR AND THAT WILL BE TREMENDOUS TO, UM, THE STATE AND FOR EMERGING DESTINATIONS LIKE US, IT'S IMPORTANT BECAUSE THEY DO CO-OP PROGRAMS WHERE WE COULD BE DOING ADDITIONAL MARKETING THAT, JUST STRETCHES OUR DOLLAR. SO, THE MORE MONEY THEY HAVE, THE MORE, HOPEFULLY, THEY CAN SHARE WITH US. AND THEN, SHORT-TERM RENTAL, IS ALWAYS GOING TO BE A TOPIC OF DISCUSSION UNTIL THERE'S A DECISION TO BRING IT LOCAL OR HAVE STATE ALIGNMENT WITH HOTELS. AND EXTENDED STAY HOTELS AS WELL. THE FLORIDA RESTAURANT AND LODGING ASSOCIATION WHICH IS MORE INDUSTRY-WIDE, WORKFORCE HOUSING CONTINUES TO BE A TOPIC OF DISCUSSION IN ALMOST EVERY INDUSTRY. JUST MAKING SURE THAT PEOPLE CAN AFFORD TO HAVE A PLACE TO LIVE. SPECIAL FOOD SERVICE AND LIQUOR LICENSE, THERE ARE SPECIAL RULES ABOUT THAT, WE'RE TRYING TO EXPAND THE OUTDOOR SEATING AREA FOR HAVING ALCOHOLIC BEVERAGES WITHIN A CERTAIN SPACE WITHIN A RESTAURANT. AND AGAIN, VACATION RENTALS, IS ON THEIR RADAR AS IS VISIT FLORIDA AND THE EXPANSION OF THE TDT, DATA PRIVACY IS ALSO SOMETHING THEY'RE WATCHING. NOT NECESSARILY, I MEAN, THE RULES HAVE BEEN MADE, YOU KNOW, WE'RE GOING TO REVERT BACK TO FIRST-PARTY DATA, WHICH IS FINE.

IT'S JUST A MATTER OF EXPENSE THAT BUSINESSES HAVE TO GO THROUGH TO BE ABLE TO GET THAT FIRST-PARTY DATA. YOU KNOW, SO, OFTEN WE RELIED ON THIRD-PARTY DATA TO, YOU KNOW, EITHER PURCHASING LISTS OR DOING DIFFERENCE THINGS TO REACH THE CONSUMER, UM, FRLA IS CONCERNED ABOUT THE COST OF MAKING THAT SHIFT AND HAVING AN APPROPRIATE TIMELINE TO MAKE THE SHIFT.

WATER QUALITY IS SOMETHING, THEY WANT TO BE SURE THAT OUR RIVERS AND OCEANS AND LAKES AND BEACHES ARE PRISTINE AND VISIT-WORTHY.

HURRICANE RECOVERY T OF COURSE, WILL BE A TOPIC OF DISCUSSION.

INTERCHANGE FEES ON THE SALES TAX, WHICH IS SOMETHING THAT WE TAKE FOR GRANTED. THE AMOUNT, THIS IS STAGGERING. WHEN YOU PAY A BILL, AT A HOTEL, OR A RESTAURANT OR STORE, THE CREDIT CARD FEE THAT THE BUSINESS PAYS IS ON THE TOTAL, INCLUDING THE TAX. THE MORE THEY BUY, THE GREATER THE TAX. SO, THE MORE THEY HAVE TO PAY TO MAKE THAT CREDIT CARD TRANSACTION. SO, THIS AMOUNTS TO MILLIONS OF DOLLARS IN FEES BEING PAID BY FLORIDA BUSINESSES. OVER $208 MILLION IN 2021. SO,

[02:05:03]

NATIONAL TOURISM DAY. WE HAVE IDEAS FOR NATIONAL TOURISM DAY.

WE'VE NEVER DONE MUCH WITH NATIONAL TOURISM DAY, IT'S THE FIRST WEEK OF MAY, EVERY YEAR. OUR GOAL, LET ME SAY OUR GOAL IS TO PLAN DISTRICT FAN VAN TOURS FOR OUR COMMISSIONERS. THEY'RE NOT GOING ALL TOGETHER BECAUSE OF SUNSHINE. ONE DAY OF THE WEEK AND WE'LL HAVE TO BACK IT UP AND MAKE IT A WEEK, WEEK AND-A-HALF. WE'LL HAVE AN ITINERARY WHERE WE GUIDE THEM ON AN ITINERARY THAT FOCUSES ON WHAT WE'RE MARKETING IN THEIR DISTRICT, HE THAT'S A GREAT WAY FOR TUSS TO BUILD ANOTHER ITINERARY, AND MAKE IT AVAILABLE TO THE PUBLIC AND MAKE IT AVAILABLE AND ENCOURAGE PEOPLE TO BE A TOURIST IN THEIR OWN TOWN. FLORIDA TOURISM DAY IS MARCH 2ND, THAT'S IN TALLAHASSEE, THAT'S WHEN THE TOURISM INDUSTRY GOES TO TALLAHASSEE AN TALKS ABOUT ALL OF THE THINGS THAT I JUST

MENTIONED. >>

>> ALL RIGHT, IT'S NOT ON THE AGENDA, BUT, BECAUSE, IT SORT OF JUMPED UP, THE LAST MINUTE, BUT, WE HAD AN OPPORTUNITY PRESENT ITSELF TO TOURISM, AND, KIMBERLY AND I TALKED ABOUT IT AND SHE SORT OF GOT THE WHEELS SET IN MOTION, AND I'LL LET HER EXPLAIN TO YOU EXACTLY WHAT WE'RE LOOKING AT.

>> CHAIR: INTERNSHIP. >> THAT TOPIC. OKAY.

>> I THOUGHT EVA'S TALKING A FOREIGN LANGUAGE THERE.

>> I THOUGHT I BROKE INTO, SOME KIND OF ANCIENT TONGUE.

>> YEAH, SO, THANK YOU, SIR, FOR SETTING ME STRAIGHT. JUST

NEEDED A CODE WORD. >> CHAIR: SORRY.

>> NO, NO, NO, THAT'S OKAY. THE, UM, DURING THE STRATEGIC PLAN PROCESS, WE, UM, THERE WAS A LOT OF MENTION ABOUT CELEBRATING OUR HISTORY IN SOUTHERN ROCK. SO, WE, UM, HAVE COME ACROSS SOMEONE WHO NEEDS AN INTERNSHIP THAT ACTUALLY FITS THAT. SO, WE WILL BE WORKING WITH SANDY KELLER, A LOCAL RESIDENT WHO IS GETTING HER DEGREE IN MUSIC BUSINESS AND WE FINALIZE THE DETAILS TOMORROW ON HOW SHE CAN FROM A PRODUCT-DEVELOPMENT STANDPOINT, WHAT IT WOULD LOOK LIKE IF WE WERE TO CREATE A SOUTHERN ROCK HALL OF FAME, WHETHER IT BE A WHITE PAPER ON HOW TO DO IT OR WHAT'S NEEDED OR WHETHER THAT'S THE ACTUAL BUSINESS, WE'LL WORK OUT THE DETAILS, THAT WAY WE HAVE SOMETHING ON THE SHELF READY TO PRESS GO, AND WE MAY DO SOME CREATIVE WAYS OF MAKING IT GO IN THE FUTURE.

>> BUT, AT LEAST, WE'LL HAVE A GAME PLAN AND WE'LL HAVE, SOME, SOME, DETAILS AS TO SOMEBODY THEY COULD HANG THEIR HAT ON AS FAR AS WHAT THE POSSIBILITIES MAY BE OBVIOUSLY, THEY WILL HAVE TO DO THEIR OWN DUE DILL JANUARYS, BUT IT COULD BE CONSIDERED ALMOST THE SCOPE OF WORK FOR SOMEBODY COMING OUT.

BUT, IT MIGHT BE INTERESTING TO IMPLEMENT THAT. THE FIRST THING IS TO GET THE INTERNSHIP STARTED AND GET SANDY GOING. AND, I THINK IT'S, IT'S EXCITING. A MASTER'S IN MUSIC BUSINESS?

>> SHE HAD A GREAT STORY, SHE WAS IN CORPORATE AMERICA AND DOING WELL, AND COVID CAME AND SHE WAS LAID OFF, SHE'S A VETERAN AND SHE FOUND OUT ABOUT A PROGRAM WHERE SHE COULD GO

[02:10:01]

SO >> SO, JUST KEEP THAT IN MIND, WE'LL GIVE YOU UPDATES AS WE GO ALONG, BUT, IT MAY BE SOMETHING

[15.  2023 Meeting Dates]

>> CHAIR: OLD BUSINESS, 2023 MEETING DATES. I GUESS, UM,

>> YES. >> WE NEED TO LOOK AT, UM, SOME DIFFERENT DATES FOR THE APRIL MEETING. UM, I THINK RIGHT NOW, WE HAVE IT AND I'M SORRY, I DON'T HAVE THIS.

>> I THINK IT'S THE 26TH, RIGHT?

>> IT IS, THE, UM, IT IS THE 26TH. RIGHT NOW. WE'RE GOING

TO NEED TO MOVE IT TO. >> CHAIR: LET'S NOT MOVE IT JUST YET. I'LL HAVE DEFINITIVE INFORMATION IN THE NEXT DAY OR

TWO. >> SO, MAY BE WHAT WE'LL DO, THERE'S A FUN LITTLE CALENDAR TOOL CALLED DOODLE THAT WE COULD SEND YOU A SURVEY AND WE COULD PICK WHICH DATES WORK FOR YOU AND WE'LL TALLY UP THE RESULTS AND PICK A DATE FROM THERE.

>> IT IS NOT THE SAME WEEK AS -- WE SHOULD NOT MEET IF AT ALL POSSIBLE ON THE SECOND OR THE FOURTH WEDNESDAY. IF WE CAN AVOID THOSE, THAT WOULD BE GREAT. BUT, THEN, I KNOW THAT DOESN'T HELP YOU. HE'S GOOD FOR WEDNESDAY.

>> OKAY. >> UNLESS SOMETHING HAPPENS AT

[16.  Visitor Center- Update]

THE SHOP. >> CHAIR: ALL RIGHT. VISITOR

CENTER UPDATE. >> Y'ALL, I FEEL LIKE WE SHOULD ALMOST HAVE LIKE A DRUMROLL OR SOMETHING. ALL BUT ONE IS UP AND RUNNING. THE OTHER ONE WE'RE JUST PUTTING TOGETHER CONTENT FOR THEM TO, TO, BE ABLE TO GO. AND, UM, CONNER WHO IS DONE AN AMAZING JOB OF GETTING THE CONTENT FROM THE MUNICIPALITIES AND MAKING THAT HAPPEN. YAY! IT'S OFF THE

AGENDA. >> CHAIR: MAY BE, AS, IT'S OLY BEEN SIX YEARS BUT, WHOSE COUNTING. IN DOG YEARS, THAT WOULD BE 42 YEARS. MAY BE WE COULD GET PICTURES OR VIDEO OF

THE SIGHT SOMEWHERE. >> WE COULD EVEN, PROBABLY, MAY BE, SEND A LINK TO WHAT AGE THE MUNICIPALITY IS SHOWING.

>> DO A RIBBON CUTTING. >> UPCOMING EVENTS?

[17.  Upcoming Events Update]

>> AS ALWAYS, I WAS REFERRED TO EXPLORE CLAY.COM IS THE MOST UPDATED PLACE TO GO FIND CLAY COUNTY EVENTS. BUT, FROM HERE UNTIL OUR NEXT APRIL DATE, WE HAVE A TON OF STUFF. WE'RE SLOWING DOWN A BIT BUT THEN THE SEASON RAMPED UP BIG IN DECEMBER, AND WE'RE SLOWING DOWN A BIT. BUT, WE HAVE A TON OF DIFFERENT AMAZING THINGS COMING. THEY HAVE THE BLUE MAN GROUP COMING, THEY HAVE A TRIBUTE BAND TO FLEETWOOD MAC, UM, FARMER'S MARKET EVENTS COMING BACK. WE HAVE THE FLEMING ISLAND, THE LAKE AS BURY MARKET AND THE ARCH PARK MARKET COMING BACK ONLINE AND TOWARDS THE END OF FEBRUARY WE START TO RAMP UP WITH EVENT SEASON. SO, WE HAVE ALL IN THE SAME WEEKEND, WE HAVE THE

[02:15:01]

TAKE A FEW REST WEEKENDS AND THEN BE SURE TO GET OUT AND EXPERIENCE OUR CLAY COUNTY EVENTS.

>> CHAIR: VERY GOOD, ANY QUESTIONS?

>> EXCELLENT. KEVIN DO YOU HAVE ANYTHING THAT YOU WOULD

LIKE TO TOSS IN AT THE END HERE? >> NO. THANK YOU, BRIAN. GEE, ANYTHING? WANT TO GIVE US AN UPDATE ON THE EXPANSION THERE AT

THE SPRING PARK? >> IT'S DONE.

>> I DON'T KNOW HOW WE OPERATED WITHOUT IT NOW. IT TURNED OUT GREAT. LOT OF WORK AND NOW WE'RE ONTO WORKING ON THE OTHER STORES AGAIN, SO, IT'S ALSO SOMETHING. BUT, I MEAN, DECEMBER WAS A RECORD-BREAKING MONTH, FOR THE 11 YEARS, IT'S

BEEN GREAT. >> CHAIR: THANK YOU.

>> ANYTHING? >> I'M SO LOOKING FORWARD TO THE MOTO SURF IN APRIL. I LOVE TO SEE IT. I KNOW THAT LAST TIME, THEY DID WHERE YOU COULD GET ON AND TRY THEM OUT. SO, IN THE EVENT THAT ANYBODY'S ADVENTUROUS.

>> THAT'S A FUN EVENT. THEY TAKE IT SOMEWHAT SERIOUSLY IN TERMS OF COMPETITION. BEFORE AND AFTER RACES, NOT SO MUCH. I WAS THERE TO HAND OUT THE WINNING TROPHIES AND EVERYBODY GOT A BOTTLE OF CHAMPAGNE AND THAT BOTTLE WAS SPRAYED THREE WEEKS FROM NEXT FRIDAY, NOBODY DRANK THE CHAMPAGNE. THEY JUST SPRAYED IT AROUND. THAT'S IT. WE APPRECIATE IT. OUR NEXT MEETING IS, MARCH SOMETHING, RIGHT?

>> MARCH 1ST? >> OKAY. WE'LL BE IN TOUCH.

AND THEN, OF COURSE, WE'LL LOOK FOR THAT APRIL DATE. THANK YOU ALL, I APPRECIATE YOUR SUPPORT AND YOUR WILLINGNESS TO SERVE THE COMMUNITY AND WE'RE DOING GREAT THINGS HERE AND WE SHOULD ALL BE PROUD OF OUR FOLKS WHO ARE

* This transcript was compiled from uncorrected Closed Captioning.