Jan 15, 2020 Tourist Development Council

[Call to Order]

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MEETING OF THE TOURIST DEVELOPMENT COUNCIL TO ORDER. JANUARY 15TH, 2020.

GOOD AFTERNOON. WE DO HAVE MANY OF THE MEMBERS HERE.

I'M NOT SURE IF EVERYBODY IS HERE. BUT IF WE COULD MAYBE START DOWN ON THAT SIDE AT THE IMPORTANT SEAT THERE, WITH MAYBE YOU CAN IDENTIFY

YOURSELVES WITH EVERYONE. >> THAT IS ME WITH NO DRAWERS FOR MY SNACKS.

>> BOB OLSON, CLAY COUNTY CITIZEN. > STEVE HART, KEYSTONE

HEIGHTS. >> SUSAN HILL. HOLIDAY INN AND SUITES ORANGE

PARK. >> AND THIS IS MIKE ZELLA, APPOINTED TO LEAD THIS BOARD AGAIN FOR ANOTHER YEAR. THANK YOU VERY MUCH. THIS FIRST ROUND OF APPLAUSE I'VE HAD TODAY. BUT VERY HAPPY TO BE BACK. AND CONTINUE TO WORK TOWARDS DEVELOPING OUR TOURISM. ALSO JOINING US TODAY IS OUR COUNTY ATTORNEY, COURTNEY GRIM.

THERESA, EXACTLY WHAT DO YOU HANDLE DOWN THERE? >> THE IMPORTANT STUFF HERE.

>> THE IMPORTANT STUFF. >> YEAH. >> AS MODEST AS ALWAYS, THANK YOU. AND MIKE PRICE IS OUR COUNTY AUDITOR, HE WILL BE COMING UP IN A FEW MOMENTS. WE'LL MOVE AHEAD TO OUR PUBLIC COMMENTS.

LOOKING AHEAD TO THE AUDIENCE, I SEE NO PUBLIC COMMENTS IN OUR FUTURE.

[Approval of Minutes]

>> MOVE TO APPROVE. >> ALL RIGHT. DO WE HAVE A SECOND?

>> WE HAVE A SECOND. ANY OTHER DISCUSSION IN ANY CORRECTIONS, SUGGESTIONS? IF NOT, ALL IN FAVOR PLEASE SAY AYE. ANY OPPOSED? MOTION CARRIES. EIGHT. ALL RIGHT.

I COUNTED SEVEN BUT I KNEW THAT WAS WRONG. 8-0.

[2.  Bonding]

SO IF WE WERE INTERESTED IN MOVING IN THAT DIRECTION FOR BUILDING ON FAIRGROUNDS OR SOMETHING ELSE, SOME OTHER PROJECT, WE WOULD HAVE AN UNDERSTANDING.

I THOUGHT IT WAS APPROPRIATE TO DO IT AT THIS TIME BECAUSE WE ARE DOING THAT ON THE BCC SIDE IN TERMS OF ROADS. SO WE HAVE A BONDING AGENT, WE HAVE A BONDING ATTORNEY AND THOSE KIND OF THINGS AND I THOUGHT MAYBE WE SHOULD TAKE A LOOK AT IT HERE.

I JUST THOUGHT EVERYBODY SHOULD BE AWARE OF THE PROCESS AND WHAT IT WOULD BE LIKE AND WHAT THE POTENTIAL IS. MIKE WAS KIND ENOUGH TO ADAPT WHAT HE DID WITH THE BCC

SPECIFICALLY FOR TDC AND SO MIKE, PLEASE PROCEED. >> THANK YOU, SIR.

I THINK I VISITED THE TDC BEFORE AND WE TALKED BEFORE ABOUT BONDING.

AT THAT STAGE, I THINK THE TDC HAD ADOPTED A STRATEGIC PLAN IN PRINCIPAL.

THAT WAS BEFORE THE BCC VOTED ON THE SUBSEQUENT YEAR BUDGET AND PUT INTO PLACE A LOT OF FUNDING FOR THE SPECIFIC COMPONENTS THAT TDC HAD AS PART OF THEIR STRATEGIC PLAN.

SO WHAT YOU HEAR TODAY MIGHT BE DIFFERENT BASED ON THE CHANGE IN THE BUDGET REALITY HERE.

SO SOME OF THE PRELIMINARY DISCUSSION POINTS, TO ANSWER QUESTIONS THAT COMMISSIONER CELLA HAD ASKED ME. I THINK IN THE FINAL ANALYSIS, EVEN WITH THE TRANSPORTATION BOND ISSUE THAT THE BOARD WAS GOING THROUGH, I THINK IT WAS A 5-0 VOTE TO ISSUE THAT.

BUT JUST SO THAT EVERYBODY KNOWS. THAT IS SPECIFIC TO TOURISM TAX DOLLARS. ONE OF THE QUESTIONS YOU ASKED ME SINCE WE ALREADY HAVE A FINANCIAL ADVISOR AND UNDERWRITER AND A BOND COUNCIL IN PLACE, COULD WE USE THOSE GUYS TO DO THIS RATHER THAN GOING BACK OUT AGAIN. AND MY ANSWER TO HIM AT THAT TIME WAS I'M NOT SURE AND LET ME CHECK ON IT. I TALKED TO THE COUNTY ATTORNEY AND COUNTY MANAGER AND WE SORT OF MOODLED THROUGH THIS WITH SOME OF THE FOLKS WE'RE WORKING WITH NOW. THERE IS A COUPLE OF IMPEDIMENTS TO THAT.

WHEN WE WENT OUT TO BID BEFORE, WE WROTE THE SPECIFIC BID SPECIFICATION.

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TO CHANGE THE BID SPECIFICATION NOW IS PROBLEMATIC. THE SHORT ANSWER WAS YEAH, WE WOULD PROBABLY HAVE TO GO BACK OUT AND ACQUIRE A NEW FINANCIAL ADVISOR AND UNDERWRITER AND NEW BOND COUNCIL. ONE OF THE OTHER CONSIDERATIONS WHEN WE WERE TOSSING THIS AROUND, I SPOKE TO SEVERAL MEMBERS OF STAFF THAT WOULD BE KEY TO TRY TO PUT THIS TOGETHER. KIND OF LIKE THAT OLD EXPRESSION WHEN YOU SEE A DOG CHASING THE CAR DOWN THE ROAD AND YOU WONDER WHAT HE WOULD DO WITH IT IF HE CATCHES IT.

IF YOU DO BOND THE MONEY AND YOU BUILD SOME SORT OF A CAPITAL PROJECT, YOU FINANCE A CAPITAL PROJECT WITH IT, WHAT HAPPENS AFTERWARDS? HOW DO YOU FINANCE THE RECURRING OPERATION AND MAINTENANCE COSTS WITH IT? SO THAT IS SOMETHING THAT, BECAUSE THE STATUTE ALSO AUTHORIZES TDC TAX MONEYS TO BE USED TO OPERATE AND MAINTAIN THOSE TYPES OF FACILITIES. SO THAT WOULD BE SOMETHING THAT THE TDC WOULD HAVE TO WORK OUT WITH THE BOARD. YOU KNOW, WHETHER THEY WOULD COMMIT TDC TAX MONIES OR DOLLARS TO DO THAT OR WHETHER BOARD WOULD TAKE ON THE OPERATIONS AND MAINTENANCE OF THAT ON AN ANNUAL BASIS OUT OF THE COUNTY'S GENERAL FUND. SO THE ANSWER TO THAT IS CRITICAL. BECAUSE IF THE ANSWER IS, YOU KNOW, THAT WE WANT TO STICK WITH USING TDC TAX DOLLARS TO FINANCE OPERATIONS AND MAINTENANCE, THAT WOULD KIND OF REQUIRE BACKTRACKING ON THE STRATEGY THAT YOU'VE ADOPTED AND IMPLIED RETHINKING OF THAT STRATEGY. SO THE LAST THING IS, IS THE AMOUNT OF MONEY THAT YOU BORROW VERSUS THE TYPE OF PROJECT THAT YOU WANT TO DO, THERE HAVE BEEN SOME DISCUSSIONS ON STAFF ABOUT COMBINING TDC TAX MONEYS WITH INFRASTRUCTURE SALES SURTAX TO BUILD A PROJECT.

AND THERE IS NOTHING INHERENTLY WRONG WITH COMBINING THOSE SOURCES TO DO THAT BECAUSE THE STATUTE ALLOWS YOU TO USE BOTH SOURCES TO DO THAT. THE PROBLEM WOULD COME IN IN TRYING TO GET AN UNDERWRITER TO BUY OFF ON LOANING YOU ENOUGH MONEY WITH NO GUARANTEE IN THE FUTURE THAT THE BOARD WOULD HONOR THE OTHER SOURCE TO PAY IT BACK.

IT'S PROBLEMATIC AND IT'S SOMETHING THAT BOARD AND STAFF WOULD HAVE TO PROBABLY WORK THROUGH IT AT SOME FUTURE DATE. JUST TO KIND OF GIVE YOU AN IDEA OF SOME OF THE DYNAMICS OF THIS. REVIEWING AT THE 10,000 FOOT LEVEL, THE TDC BUDGET.

FORGET ABOUT RESERVES RIGHT NOW, BECAUSE FOR THE PURPOSES OF PLEDGING REVENUE TO REPAY DEBT, ALL THE UNDERWRITERS ARE GOING TO CARE ABOUT IS WHAT IS YOUR RECURRING REVENUE? BECAUSE THEY'RE GOING TO WANT TO MAKE SURE THAT YOU'RE GOING TO BE ABLE TO PAY THE INTEREST AND PRINCIPAL PAYMENTS. SO YOUR TOTAL REVENUE IS ABOUT $1.22 MILLION PER YEAR RIGHT NOW. IS THAT GOING TO GROW? YEAH, PROBABLY.

PARTICULARLY, IF YOU MAKE THE RIGHT DECISIONS AND YOUR STRATEGIC PLAN SUCCEED, BRINGS MORE PEOPLE IN, THAT WOULD NATURALLY MAKE THE TAX GROW. SO YEAH, PROBABLY WILL.

HOW MUCH? I DON'T KNOW. IT'S KIND OF ANYBODY'S GUESS.

BUT YOUR STRATEGIC PLAN, WHAT IS NEAT ABOUT THE STRATEGIC PLAN THAT YOU ADOPTED IS IT'S GOT COMPONENTS IN THERE THAT WILL START OVER TIME TO ANSWER THOSE QUESTIONS FOR YOU.

BECAUSE YOU'VE GOT A LOT OF DATA ANALYTICAL TOOLS AND MODELLING TOOLS THAT YOU'VE MADE SIGNIFICANT INVESTMENTS IN. IF YOU MAINTAIN THOSE OVER TIME, MAINTAIN YOUR PROFESSIONAL STAFF AND DO THE ANALYTICS, THAT IS GOING TO GIVE YOU THE INFORMATION THAT YOU'RE GOING TO NEED TO MAKE THE CORRECT DECISIONS THAT WILL CAUSE THAT TAX TO GROW. SO YOUR RECURRING EXPENSES AT THIS TIME, AFTER IMPLEMENTING YOUR STRATEGIC PLAN ARE $1.16 MILLION A YEAR. NOT A LOT LEFT OVER BETWEEN WHAT YOU GOT COMING IN AND GOING OUT. THERE IS SOME WIGGLE ROOM IN THAT. WHEN YOU BREAK IT DOWN, YOU CAN SEE THAT 500,000 OF IT IS FOR PROFESSIONAL SERVICES, TECHNOLOGICAL. OTHER PROFESSIONAL AND CONSULTING SERVICES. EXPENDITURES ASSOCIATED WITH GRANT CONTRACT MATCHING REQUIREMENTS OR REIMBURSEMENT REQUIREMENTS. YOU'VE GOT TO SPEND THE MONEY FIRST BEFORE YOU GET IT BACK. YOU'VE GOT AN ADDITIONAL QUARTER OF A MILLION THAT IS

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ANOTHER 125,000 IS SET ASIDE FOR DIGITAL MARKETING EXPENSE. CONTRACTUAL OBLIGATIONS THAT YOU MADE. IT WAS IMPORTANT TO ME IN LOOKING AT ALL OF THESE THINGS THAT EACH ONE OF THESE EXPENSES REPRESENTS A CRITICAL COMPONENT OF THE STRATEGIC PLAN THAT YOU ADOPTED. THEN ANOTHER $100,000 SET ASIDE FOR PROMOTION ACTIVITIES.

TOTAL RECURRING OPERATING EXPENSE IS ABOUT $800,000 A YEAR.

THAT GETS YOU TO A STARTING POINT OF HOW MUCH WOULD YOU BORROW.

YOU'VE GOT 800,000 IN WHAT I WOULD CONSIDER JUST ON A THUMBNAIL AS BEING YOUR CRITICAL STRATEGIC SPENDING. PERSONNEL COST. ONCE YOU DEDUCT THAT FROM YOUR ANNUAL REVENUE STREAM, YOU'VE GOT ABOUT A QUARTER OF A MILLION DOLLARS LEFT OVER.

IF YOU WERE GOING TO USE THAT AS AN ANNUAL PAYMENT TO PAY BACK DEBT, HOW MUCH WOULD YOU BORROW KNOWING THAT IS THE PAYMENT EVERY YEAR. THAT IS THE LITTLE MATH PROBLEM THAT WE RUN. SO THE SHORT ANSWER TO THAT IS PRINCIPAL AND INTEREST PAYMENTS ARE $252,000 FOR 20 YEARS, TWO PERCENT, WOULD ALLOW YOU TO ISSUE ABOUT $4.1 MILLION IN BONDS. IT DOESN'T REALLY GET YOU WHERE YOU WANT TO GO WITH YOUR STRATEGIC PROJECT THAT YOU'RE THINKING ABOUT RIGHT NOW. WHICH IS 20, $25 MILLION I THINK SOMEWHERE AROUND THERE. I DON'T WANT EVERYBODY TO GET TOO WOUND AROUND THE NEXT ONE.

BECAUSE THE NEXT ONE IS NOT A POSSIBLE SCENARIO. NO UNDERWRITER IS GOING TO LET YOU PLEDGE 100 PERCENT OF YOUR REVENUE STREAM TO DO THAT. BUT I PUT IT IN HERE TO ILLUSTRATE A SPECIFIC POINT. SO IF YOU TOOK ALL OF THAT, SAID $1.218 MILLION, I WANT TO USE THAT AS MY ANNUAL PAYMENT, HOW MUCH COULD I BORROW THERE? ABOUT $20 MILLION.

THERE IS PROBLEMS WITH THAT. THE FIRST PROBLEM IS WHAT DO YOU GUYS DO FOR THE NEXT 20 YEARS? BECAUSE YOU'VE COMMITTED ALL OF YOUR REVENUE TO REPAYING DEBT.

WE DON'T NEED TDC, DON'T NEED KIMBERLY AND HER STAFF. IF WE TAKE THAT TO COMMIT IT TO BUILDING A SPECIFIC FACILITY, YOU KNOW, YOU START TO KIND OF, YOU TAKE A STEP BACK AND SAY GOSH, ARE WE MAKING A 20-YEAR MISTAKE HERE? BECAUSE WE'RE COMMITTING ALL OF OUR REVENUE, BUT WE HAVE YET TO LET OUR DATA GATHERING AND ANALYTICS EFFORTS MATURE ENOUGH TO DECIDE WHETHER THAT IS ACTUALLY THE THING THAT WE OUGHT TO DO.

NO UNDERWRITER IS GOING TO LET YOU BORROW 100 PERCENT OF YOUR REVENUE STREAM ANYWAY.

TYPICALLY ABOUT 65 PERCENT MAX. SO IF YOU LOOK AT 65 PERCENT, IT GIVES YOU ANNUAL PAYMENTS OF ABOUT $792,000. HOW MUCH COULD YOU BORROW FOR THAT? ABOUT 13 MILLION. WHEN YOU DEDUCT THAT TRANSFER TO THE NON-SINKING FUND EVERY YEAR, THAT LEAVES YOU ABOUT $426,000 LEFT OVER IN INCOMING REVENUE EVERY YEAR, TO DO STUFF WITH. SO YOU WOULD BE PAYING PERSONNEL OUT OF THAT.

168 OF IT. YOU WOULD HAVE $250,000 LEFT OVER.

YOU'VE STILL GOT SOME OF THE ORIGINAL PROBLEMS. YOU WOULD HAVE TO DECIDE HOW MUCH IS IT GOING TO COST TO OPERATE AND MAINTAIN A FACILITY.

HOW MUCH OF THIS DO WE STILL WANT TO DEVELOP THROUGH THOSE CRITICAL COMPONENTS OF THE STRATEGIC PLAN THAT YOU HAVE IN PLACE RIGHT NOW. OR WHAT ARE THE ALTERNATIVES OUT THERE? YOU COULD BORROW LESS THAN THAT, YOU COULD GO THE $4 MILLION ROUTE. YOU WOULD STILL HAVE TO LOOK AT THE ANNUAL BUDGET TO FIGURE OUT WHAT ELSE YOU WANTED TO TRIM. ABOUT $250,000 OF OTHER ADMINISTRATIVE EXPENSES AND THINGS LIKE THAT THAT WOULD HAVE TO FALL OUT TO DO THAT. THERE IS CAPACITY TO BOND.

I THINK THE DISCUSSION POINT THAT OCCURRED TO ME THAT I THOUGHT WOULD BE MILDLY

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PARTICULARLY WHEN IT COMES TO THE DATA GATHERING AND ANALYTIC AND SOME OF THE SUBSCRIPTIONS THAT KIMBERLY HAS RESEARCHED. THESE ARE NATIONALLY RENOWNED THINGS THAT ARE GOING TO YIELD REALLY GOOD DATA. SO WHEN THE BOARD WAS DISCUSSING INFRASTRUCTURE SALES SURTAX AND BONDING FOR MAJOR ROAD PROJECTS, WHAT WE SECIFICALLY CONCENTRATE ON FROM A FINANCIAL PERSPECTIVE WAS INTEREST RATE RISK. ONE OF THE MOTIVATORS FOR DOES THIS ON THE TRANSPORTATION SIDE WAS LOOKING AT A 20-YEAR PAY BACK FOR A BOND.

RIGHT NOW LONG TERM INTEREST RATES ARE LESS THAN INFLATION. IT'S NOT SMART TO NOT TAKE THE MONEY NOW AND BUILD THE PROJECTS. IF YOU WAITED TO SAVE UP THE MONEY, JUST INFLATION WOULD MAKE IT COST MORE THAN EVEN BUILDING THE PROJECTS NOW.

SO IT'S AN INTEREST RATE RISK PROBLEM IS WHAT WE WERE LOOKING AT ON THE TRANSPORTATION SIDE.

ON THIS SIDE, THE RISK IS A LITTLE BIT DIFFERENT. YOU CERTAINLY GOT THOSE DYNAMICS IN PLAY WITH INTEREST RATES. THE LONG-TERMINATE RATES ARE VERY VERY GOOD RIGHT NOW. THEY STILL BEAT INFLATION. WHAT WE KNEW ON THE TRANSPORTATION SIDE BECAUSE WE'VE SPENT HUNDREDS OF THOUSANDS OF DOLLARS AND YEARS GATHERING DATA AND ANALYZING TRAFFIC PATTERNS AND ROAD SYSTEMS, MEASURING THE CAPACITY OF ROADS, LOOKING WHERE ALL OF THE CHOKE POINTS ARE. LOOKING AT THE DEGREE TO WHICH ROAD CONDITIONS HAVE BEEN IMPAIRED. WE HAVE GATHERED A LOT OF DATA TO IDENTIFY SPECIFIC ROADS THAT ARE GOING TO SOLVE AN AWFUL LOT OF THE PROBLEM FOR THE LEAST AMOUNT OF MONEY. THERE IS A LOT OF DATA THERE TO LOOK AT TO SUPPORT WHERE YOU'RE GOING TO INVEST THAT MONEY. AND THE BOARD WAS ABLE LAST NIGHT TO PASS A RESOLUTION TO SAY THESE ARE THE SIX ROAD PROJECTS KEYED IN THAT REFLECT WHAT THAT DATA TELLS US TO DO.

ON THE TDC SIDE, THE INTEREST RATE RISK IS A MINOR THING. THE RISK YOU'VE GOT RIGHT NOW IS THE RISK OF MAKING A BAD INVESTMENT. SIMPLY BECAUSE YOU DON'T HAVE THE DATA RIGHT NOW TO KNOW WHETHER THAT IS THE THING, YOU KNOW, THAT YOU WANT TO PUT THAT MUCH MONEY INTO. SO YOUR STRATEGIC PLAN I THINK ANSWERS THOSE QUESTIONS AND PUTS YOU IN A POSITION TO DO THAT, JUST NOT RIGHT NOW. SO WHAT IS THE PLAN? WHAT DO YOU DO? YOU HAVE A COUPLE OF OPTIONS. ONE WE'VE JUST TALKED ABOUT.

YOU CAN BORROW SOMETHING LESS THAN 65 PERCENT AND REVISIT YOUR STRATEGIC PLAN AND SEE WHAT THAT DOES FOR YOU. LOOK AT, YOU KNOW, MAYBE LOOK AT THE TYPE OF PROJECT THAT YOU WANT TO DO. THAT WOULD INFER THAT YOU HAVE THE DATA TO SUPPORT THAT TYPE OF A DISCUSSION. AND SO YOU KNOW, THAT IS CERTAINLY ONE OPTION.

THE OTHER OPTION IS THAT YOU COULD TAKE, YOU HAVE ABOUT TWO MILLION DOLLARS IN RESERVES RIGHT NOW, THAT YOU COULD TRANSFER TO A RESERVE ACCOUNT IN CIP FOR A FUTURE PROJECT THAT DOESN'T HAVE TO BE NAMED, BUT IT COULD BE HELD THERE FOR YOU KNOW, AS LONG AS IT TAKES TO IDENTIFY THAT. AND IT WOULD BE RESTRICTED TO A TDC PROJECT.

SO YOU KNOW, OVER THE NEXT THREE TO FIVE YEARS OR WHATEVER PERIOD YOU GUYS DECIDE, YOU COULD PUT, YOU COULD TRANSFER SOME AMOUNT OF MONEY EACH YEAR OVER THERE AND THEN DO A BOND ISSUE. NOW YOU'VE GOT THE DATA. NOW YOU KNOW WHAT YOU NEED AND YOU KNOW WHAT YOU DON'T NEED. YOU CAN MAKE A BETTER BUDGET DECISION FOR YOU KNOW, WHAT YOU WANT TO SPEND ON EVERY YEAR. AND NOW WITH WHAT YOU'VE GOT RESERVED FOR A CAPITAL PROJECT ALREADY, SORT OF A DOWN PAYMENT, YOU MAY BE ABLE TO BORROW THE BALANCE TO EXECUTE A PROJECT THAT YOU KNOW IS GOING TO WORK NOW BECAUSE YOU'VE HAD A COUPLE OF YEARS TO LOOK AT THE DATA. I SAY ALL OF THAT TO SAY THAT I THINK YOU'VE GOT A LOT OF OPTIONS. BUT MORE THAN ANYTHING, I THINK YOU'RE ON THE RIGHT TRACK BECAUSE OF THE CRITICAL ELEMENTS OF YOUR STRATEGIC PLAN THAT YOU PUT IN PLACE.

WITH THAT SAID, THAT IS KIND OF THE GIST OF WHAT I WANTED TO COME AND TALK TO YOU FOLKS ABOUT TODAY. DOES ANYBODY HAVE ANY QUESTIONS FOR ME?

>> WE HAVE A CONTRACTUAL AGREEMENT TO FUND $25,000 TO THE THRASHER HORN.

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>> 125,000. >> 125,000. >> TWO-YEAR AGREEMENT.

>> SO THAT IS UP IN TWO YEARS. >> SO IT'S EVERY TWO YEARS. >> THIS MUST BE YEAR TWO.

WHEN DID WE DO IT? >> WE PASSED IT LAST YEAR. >> LAST YEAR.

I JUST WONDERED. BECAUSE THEY SEEM TO BE DOING A LOT BETTER.

MIGHT BE ABLE TO PICK UP SOME OF THAT SLACK. I JUST THOUGHT IT WOULD BE SOME

FUNDING THAT WE COULD POTENTIALLY SHIFT. >> I THINK AS THE YEARS GO BY, WHEN YOU LOOK AT SOME OF THE CONTRACTUAL ARRANGEMENTS, THERE MAY BE SOME OF THE DATA ELEMENTS THAT YOU'VE GOT RIGHT NOW, YOU MAY FIND A BETTER CHEAPER PRODUCT.

YOU MAY FIND THAT YOU DON'T NECESSARILY NEED THAT. YOU KNOW, BUT I THINK RIGHT NOW, YOU KNOW, AUDITORS THINK IN KIND OF ODD WAYS. WE'LL LOOK AND SAY YOU KNOW, ONE OF THE RISKS WE'VE GOT IS THE RISK OF YOU KNOW, WE'LL LOOK AT AN ANSWER AND SAY, YOU KNOW, I'M MAKING A RISK JUST SAYING THAT THAT ANSWER IS CORRECT.

YOU KNOW, I MEAN, BECAUSE I DON'T KNOW WHETHER EVERYTHING IS SUPPOSED TO BE INCLUDED IN THAT ANSWER AND I DON'T KNOW IF IT'S SOMETHING MISSING. THERE IS A RISK IN SAYING THAT THAT IS THE RIGHT ANSWER. BUT THERE IS ALSO A RISK, KIND OF IF YOU KIND OF YOU KNOW, SCRUNCH UP YOUR FACE THE RIGHT WAY, THERE IS A RISK INHERENT IN THAT, THAT YOU COULD INCORRECTLY SAY IT'S THE WRONG ANSWER. IF THAT MAKES ANY SENSE.

IF I OPINE THAT IT'S THE RIGHT ANSWER I'M WRONG, IT'S A RISK. IF I IMPLY IT'S THE WRONG ANSWER AND I'M WRONG, IT'S ANOTHER RISK. WHAT AUDITORS DO IS THEY SEEK MORE INFORMATION. THEY GO OUT AND SAMPLE MORE DATA.

YOU'RE AT THE BEGINNING OF THAT PROCESS NOW. AS THESE THINGS UNWIND, YOU MAY FIND THE THRASHER HORN CENTER DOESN'T REQUIRE $125,000. YOU MAY FIND SOME OF THE THINGS YOU'RE DOING ARE VERY VERY VALUABLE AND YOU RELY ON THOSE AND OTHER THINGS ARE REASONABLY INSIGNIFICANT IN YOUR CONSIDERATION OF THE DECISIONS YOU WANT TO MAKE AND YOU CAN DO WITHOUT THEM. A LOT CHANGES FROM YEAR TO YEAR, AS YOU SEE WHAT WORKS AND WHAT DOESN'T. RIGHT NOW, LOOKING AT THIS STUFF, YOU'RE LOOKING AT PROJECTS DOWNSTREAM. AND EVERYBODY HERE OPERATES IN A PART OF THE ECONOMY OUT THERE WHERE YOU GET A SPECIFIC WINDOW INTO A SPECIFIC THING. THE TOWN OF ORANGE PARK, THEY HAVE THEIR FINGER ON THE PULSE OF WHERE ALL THEIR BUSINESS ACTIVITY IS, WHAT BRINGS IN THE MOST IN SALES TAX. WHAT BRINGS IN THE MOST IN COMMERCIAL, WHAT IS THE MOST VALUABLE COMMERCIAL PROPERTY. THOSE TYPES OF THINGS. HOTELIERS HAVE A GOOD IDEA OF THEIR SEASONAL OCCUPATION RATES AND STUFF. THEY KIND OF KNOW, WHEN AN EVENT IS COMING TO TOWN, HOW MUCH THEY THINK A SURGE IN OCCUPANCY IS GOING TO TAKE.

THOSE ARE LITTLE DISJOINTED POCKETS OF DATA THAT ARE ALL GOOD, OF COURSE, FOR PEOPLE CONCENTRATING IN THOSE AREAS. BUT THE THING THAT IS MISSING IS THAT THING THAT STRINGS ALL OF THAT DATA TOGETHER AND SAYS WHY IS THIS HAPPENING AND WHAT CAN WE DO TO MAKE IT HAPPEN BETTER OR NOT AS BAD. THAT'S WHAT I THINK YOUR STRATEGIC PLAN IS DOING IN ESSENCE RIGHT NOW. ALLOWING YOU A CONDUIT TO COLLECT ALL OF THIS INFORMATION SO THAT AT THE END OF THE DAY, IF YOU MAKE A $25 MILLION INVESTMENT DECISION, YOU'RE CONFIDENT THAT THAT IS THE DECISION THAT IS GOING TO MAKE ALL OF THOSE OTHER VARIABLES BETTER. AND NOT WORSE. YOU MENTIONED ABOUT THE BOND FOR THE TRANSPORTATION. WILL THAT INCLUDE THE ACCESS TO THE FAIRGROUNDS?

>> YOU MEAN, IN TERMS OF EXPANDING HIGHWAY 16? THAT IS A STATE ROAD.

WE'RE PUSHING HARD ON THE STATE TO DO THAT. >> NO. TO PUT THE ENTRANCE SMOOTHER AND THE EXIT SMOOTHER GOING IN AND OUT OF THE FAIRGROUNDS.

>> I THINK THOSE ARE OTHER DOWNSTREAM IN OUR REGULAR CIP. I DON'T THINK THOSE ARE

INCLUDED IN THE BOND PROJECTS. >> WHO WOULD PAY FOR THAT? >> WELL, IN THE PAST, IT'S BEEN

-- WE PUT THE TURN LANES OUT THERE TO -- STATE GRANT. >> YEAH.

ANYTHING TO DO WITH 16 IS A STATE GRANT. WE'RE PUSHING TO SEE IF WE CAN

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>> IT WAS A SIGNIFICANT REDEVELOPMENT OF THAT FAR ENTRANCE THAT GOES BACK INTO THE EMERGENCY OPERATIONS CENTER. BECAUSE THERE WAS A

THAT HAD TO BE DONE. >> ANY OTHER QUESTIONS FOR MIKE ON HIS PRESENTATIONS?

>> JUST ONE ON THE REPAYMENT. I'M ASSUMING THAT THERE IS NO PLEDGING FULL FAITH AND CREDIT

OF THE COUNTY, IS THAT RIGHT? >> THAT'S CORRECT. >> THAT IS WHY YOU PLEDGE THE REVENUE STREAM. I HAVE A QUESTION PLEASE, IF THE PROJECT THAT WE WERE PROPOSING HAD A PAYBACK FEATURE TO IT WHERE THE TDC WOULD RECEIVE A DOLLAR FOR EVERY ENTRANT OR SOMETHING LIKE THAT AS PART OF THE BUILD OR THE EVENT, IS THAT SPECULATIVE INCOME? WOULD THAT EVEN BE CONSIDERED WHEN YOU'RE LOOKING AT YOUR 65

PERCENT? >> THAT WOULDN'T BE TAKEN INTO ACCOUNT BY THE UNDERWRITERS FOR TAX FREE MUNICIPAL BONDING. KIND OF THE WAY THIS WORKS IN REALITY, I'LL USE LAST TRANSPORTATION BOND AS AN EXAMPLE. WE PLEDGED INFRASTRUCTURE SALES SURTAX FOR THAT. WE BUILT THREE ROAD PROJECTS AND WE COMPLETED THOSE WITHIN THREE YEARS, BUT IT WAS LIKE A 15-YEAR PAYBACK FOR THE BONDS, RIGHT? THE UNDERWRITER DOESN'T REALLY CARE IN THE FINAL ANALYSIS WHAT POT OF MONEY YOU TAKE THE MONEY OUT OF AS LONG AS YOU GET A CHECK EVERY YEAR. IF SOMETHING BECAME A REVENUE PRODUCING CAPITAL PROJECT AND THE COUNTY WERE RECEIVING $25,000 A MONTH, DEPENDING ON THE TYPE OF EVENTS YOU WERE HOLDING DOWN THERE, WHATEVER THE REVENUE STREAM WAS, IF THE COUNTY SAID OKAY, OUR ANNUAL BOND SEEKING FUND PAYMENT IS $700,000, WE MADE $200,000 OFF OF EVENTS THAT WERE HELD AT THIS COMPLETED PROJECT THIS YEAR.

SO WE'RE GOING TO TAKE THAT 200,000 AND WE'RE GOING TO PUT THAT IN THE BOND SINKING FUND AND NOW WE'VE GOT TO TAKE 500 OUT OF TOURIS DEVELOPMENT TAX AND DO THAT.

IT ESSENTIALLY ACCOMPLISHES THE SAME THING I THINK YOU'RE TALKING ABOUT.

BUT THERE IS NO FORMAL STATUTORY WAY THAT SAYS THAT YOU CAN -- UNDERWRITERS ARE NOT GOING TO LOOK AT THAT AND SAY WE'RE GOING TO COUNT ON THAT. THAT IS NOT SOMETHING THAT THEY CAN PREDICT AT THE OUTSET WHEN THEY'RE MAKING A LENDING DECISION.

I MEAN, THE TOUGH PART ABOUT THIS, WHICH KIND OF I KEEP -- YOU KNOW, IS WE'VE BEEN SORT OF SPIT BALLING THESE SCENARIOS AMONGST THE STAFF FOR THIS. I KEEP GETTING BACK TO THE STRATEGIC PLAN YOU GUYS ADOPTED IS PRETTY SNAZZY. I MEAN, IT'S PRETTY GOOD.

BECAUSE YOU KNOW, RIGHT NOW YOU CAN'T PREDICT WHAT THOSE THINGS ARE.

BECAUSE YOU CAN'T EVEN REALLY TELL WHETHER THAT IS THE RIGHT ANSWER OR NOT.

UT AS YOU COLLECT THIS DATA AND YOU START LOOKING AT PROJECTS AND THE DATA SAYS DO THIS THING HERE, YOU KNOW, I'M NOT SAYING THIS IS THE THING, I'M TOSSING SOMETHING OUT FOR THE SAKE OF DISCUSSION. GOING TO BUILD A CONCERT SHELL OUT AT THE FAIRGROUNDS, WE'RE GOING TO HAVE BIG NATIONAL ACTS THAT ARE GOING TO COME IN THERE, YOU KNOW, AND WE'VE GOT NOW ACCESS TO MARKETING DATA OR SOMETHING THAT SAYS THAT IS GOING TO WORK AND THIS HAS A POTENTIAL INCOME WITHIN THIS RANGE.

NOW YOU'RE STARTING TO TALK ABOUT PREDICTABLE THINGS. REASONABLY PREDICTABLE THINGS THAT CAN AFFECT HOW YOU FINANCE THIS PROJECT TO BEGIN WITH. SO RIGHT NOW, YOU DON'T KNOW WHAT YOU DON'T KNOW. BUT YOU'VE GOT THE THINGS IN PLACE TO GET THOSE ANSWERS.

>> CONNIE. >> I REALLY LIKED THE LAST OPTION YOU HAD ABOUT THE DESIGNATING CIP. MAYBE THAT IS SOMETHING THAT WE SHOULD LOOK INTO SOONER THAN LATER TO DESIGNATE FUNDS TOWARDS A PROJECT FOR THE FUTURE.

BECAUSE NOT HAVING THAT IN PLACE, I WOULDN'T FEEL COMFORTABLE DOING ANYTHING TOWARDS THIS RIGHT NOW. AS THE YEARS PASS, IF IT'S BUILDING UP OVER TIME, THAT WOULD BE A REALLY GREAT THING TO LOOK AT AND SAY OKAY, YOU'RE RIGHT, WE WOULD GET MORE AND

MORE DATA AS WE WENT ALONG. >> RIGHT NOW YOU'VE ACTUALLY GOT A PROJECT IN CIP IN THE OUT YEARS. THERE IS A PROJECT. BUT THAT IS FUNDED WITH

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AND THEY'RE FUNDED BASED ON WHAT OUR ANTICIPATED INFRASTRUCTURE SALES TAX RECEIPTS ARE GOING TO BE, PLUS CASH CARRY FORWARD AND PRESENT. AND SO ONE OF THOSE THINGS IS STRATEGIC PROJECT THAT TDC HAS RECOMMENDED TO THE BOARD. AND SO BECAUSE WE TOOK THE DECISION TO LOOK AT SOME OF THESE CRITICAL TRANSPORTATION ISSUES AND BOND THOSE, THOSE ROAD PROJECTS THAT WERE SPECIFICALLY -- THAT THE BOARD SPECIFICALLY CONSIDERED LAST NIGHT ARE ACTUALLY IN THE OUT YEARS RIGHT NOW, THEY'RE LIKE IN YEARS TWO THROUGH SIX IN OUR CIP SCHEDULE. WHAT WE'RE EFFECTIVELY DOING IS MOVING THOSE IN TO THE PRESENT.

AND WE'RE GETTING A BIG FAT WAD OF CASH AND BOND PROCEEDS TO FINANCE THOSE.

BUT WE'RE INCURRING AN OBLIGATION TO PAY BACK ANNUAL PRINCIPAL AND INTEREST IN THE SECOND FUND. SO WE'VE COME UP WITH A $15 MILLION EXPENSE TOO.

SO NOW WHEN YOU LOOK AT THAT, AND THEN YOU LOOK AT THE INCREASE IN THE EXPENSE DOWN THERE, NOW YOU HAVE TO GO BACK AND LOOK AT ALL OF THE OTHER PROJECTS YOU HAD SCHEDULED NOW, SO NOW YOU HAVE TO KIND OF REARRANGE THAT STUFF. YOU'RE IN THE PROCESS OF GOING THROUGH -- I'VE DONE A COUPLE OF DIFFERENT MODELS FOR DIFFERENT COMMISSIONERS.

BUT THE STAFF IS GOING TO -- HAS ALREADY STARTED FORMALLY TRYING TO FIGURE THAT OUT, NOW THAT THE ROAD PROJECTS. ALL THAT BEING SAID, NOTHING HAS FALLEN OUT OF THE CIP SCHEDULE AND THAT PROJECT IS STILL THERE. WHAT WE'RE TALKING ABOUT TODAY IS REALLY WHAT SOURCE OF MONEY DO WE WANT TO PAY FOR THAT OUT OF.

IS IT POSSIBLE YOU WANT DO THAT OUT OF TDC FUNDS OR CIP. THE BOARD HAS ALREADY IN PRINCIPLE DECIDED TO DO THAT OUT OF CIP SOMETIME IN THE FUTURE.

NOT TEN YEARS OUT. CERTAINLY SOMEWHERE IN THE START, WITH THE NEXT FIVE YEARS I THINK WHAT THE CURRENT SCHEDULE SAYS. I THINK THE BONDING IDEA WAS A GOOD ONE THAT CAME UP BECAUSE IN LOOKING AT ALL OF THIS AND HOW THAT MIGHT SHAKE OUT, IF THERE IS A WAY THAT WE COULD PRESERVE THAT AND KEEP IT IN THE NEAR TERM RATHER THAN IN THE LONG TERM, IT CERTAINLY WOULD BE PREFERABLE TO BOTH THE BOARD AND THE TDC.

>> THAT IS WHERE WE ARE. >> I MEAN, WE DO HAVE MONEYS THAT WE'VE BEEN ACCUMULATING THAT HAVE BEEN ABOVE AND BEYOND THE OPERATIONAL COSTS. WE HAVE NOT IDENTIFIED A SPECIFIC PROJECT TO THAT. ALTHOUGH SOME OF THOSE HAVE BEEN PLEDGED TO MATCH THE FLORIDA AGRICULTURE GRANT THAT WE GOT FOR THE FAIRGROUNDS. SO SOME OF THOSE ARE GOING TO BE USED FOR MATCHING FUNDS THERE. BUT YEAH, WE CAN CERTAINLY TALK ABOUT THAT AND DISCUSS WHETHER THERE IS A SPECIFIC PROJECT THAT WE WANT TO START SAVING FOR AND TAKING SOME OF THOSE MONEYS. MY THOUGHT WAS QUITE HONESTLY WAS TIMING. YOU KNOW, WE'RE TALKING BONDING ON THE BOARD SIDE AND AS MIKE SAID, INDICATED LOOKING AT ROAD PROJECTS. AND I WAS HOPING THAT WE YOU KNOW, WE MIGHT BE ABLE TO TAG TEAM WHAT IS ALREADY THERE. SO SAVE SOME EFFORT AND MONEY AND TIME AND ENERGY IN TERMS OF GETTING THAT LINED UP. AND OBVIOUSLY HE HAS ANSWERED THAT QUESTION THAT IS NOT A CASE. WE DIDN'T HAVE A SPECIFIC PROJECT IN MIND AT THIS POINT. SO AS HE SAYS, AS WE'RE COLLECTING THIS DATA AND MOVING THROUGH, WE'LL FIND OUT WHAT WE REALLY NEED AND MAYBE THEN WE CAN YOU KNOW, TARGET THAT AS WE GO ALONG. THE OTHER THING IS WE DON'T WANT TO TIE UP ALL OF OUR REVENUE TO HAMSTRING THE REST OF THE EFFORT IN TERMS OF ATTRACTING TOURISTS IN THE

MEANTIME. >> AND BONDING IS ALWAYS AVAILABLE TOO.

I MEAN, IT ISN'T SOMETHING THAT YOU KNOW, IF YOU DECIDE NOT TO DO IT NOW THAT THAT IS A FINAL ANSWER AND YOU CAN NEVER DO IT. AND I'LL LEAVE YOU WITH THIS, BECAUSE I THINK THIS IS AN IMPORTANT POINT. EVEN IF THE INTEREST RATE RISES, YOU KNOW, GETTING A LOAN AT A LOWER INTEREST RATE TO MAKE A BAD INVESTMENT DECISION IS FAR WORSE THAN GETTING A HIGHER INTEREST RATE AND GETTING A GOOD INVESTMENT DECISION THAT GIVES YOU THE

RETURN YOU'RE LOOKING FOR. AT LEAST THAT IS MY OPINION. >> THANK YOU, MIKE.

[00:35:02]

UGGEST THEM TO KIMBERLY ANDE CAN START MOVING IN THAT DIRECTION IN TERMS OF SETTING ASIDE MONIES OR FIGURING OUT HOW WE GET THERE.

[3.  Bed Tax Collections]

BED TAX COLLECTIONS. >> HERE IS SOME GOOD NEWS. SO SO FAR IN THE FISCAL YEAR WE ARE UP IN BED TAX COLLECTIONS, 14.3 PERCENT. SO THAT IS GREAT NEWS.

THAT UPWARD TREND IS CONTINUING. YOU'LL SEE THAT YOUR BED TAX COLLECTION SHEET THAT REPORT IS BACK TO NORMAL. BECAUSE WE FINALLY HAVE A FULL YEAR OF FIVE PERCENT COLLECTIONS. SO WE'RE MOVING FORWARD WITH JUST THAT STRAIGHT COMPARISON. SO IT'S A LITTLE BIT EASIER TO UNDERSTAND AND WE'LL CONTINUE TO GIVE YOU ALL OF THAT DATA. HOPEFULLY BY THE NEXT TDC REPORT IN MARCH, WE WILL HAVE RECEIVED MORE. WE RECEIVED THE FIRST ONE LAST WEEK.

I HAVEN'T HAD TIME TO STUDY IT SO THAT I CAN TELL YOU THE DATA THAT YOU NEED TO KNOW TO MAKE THIS INFORMATION MORE VALUABLE. WITH THE BED TAX COLLECTION REPORT, I CAN'T TELL YOU WHETHER THE BED TAX IS UP BECAUSE THE RATE IS UP OR WHETHER THERE IS MORE PEOPLE VISITING, THE OCCUPANCY IS UP. SMITH TRAVEL RESEARCH REPORT HELPS US ANSWER THAT QUESTION.

SO WE'LL BE ABLE TO BE THAT MUCH MORE STRATEGIC WHEN IT COMES TO MONTHLY OCCUPANCY

LEVELS AND RATES AND THAT KIND OF THING. >> ANYBODY HAVE ANY QUESTIONS? THAT QUITE HONESTLY, IS ANOTHER ASPECT. IF WE HAVE -- CONTINUE TO HAVE ROBUST INCREASES IN TERMS OF TAX AND ROOM TAX COLLECTIONS, YOU KNOW, WE'RE GOING SEVEN PERCENT EVERY YEAR. WITHIN TWO OR THREE YEARS, WE COULD HAVE A 20 PERCENT INCREASE IN WHAT WE'RE TAKING IN, WHICH WOULD BE ANOTHER $200,000, WHICH IS CERTAINLY A BONDABLE AMOUNT. IF WE WANTED TO BUILD A BANQUET HALL, AS SUGGESTED IN OUR FAIRGROUNDS PROPOSAL, WE COULD BOND SOMETHING FOR THAT FOR 3 OR $4 MILLION.

THOSE ARE OPTIONS. CERTAINLY AS THE REVENUES COME IN, IT WOULD NOT IMPACT OUR EVERYDAY OPERATIONS AS IT DOES NOW. SO THAT IS A GOOD THOUGHT.

SO THAT IS A GOOD THING THAT WE KEEP MOVING AHEAD. >> MOST DEFINITELY.

>> SUSAN, WE THANK YOU AND YOUR COLLEAGUES FOR BOOKING THOSE ROOMS. YOU TOO PAT. ALL RIGHT. LET'S MOVE TO BUDGET REVIEW.

[4.  Budget Review]

>> SO WE DID MAKE SOME JUST THE UPDATES THAT YOU ALL HAD REQUESTED FROM THE LAST MEETING. AND EVERYTHING IS PRETTY COLOR CODED FOR YOU SO THAT YOU KNOW WHAT IS BEING SPENT IN EACH LINE OR WHAT WE PLAN TO DO WITH EACH LINE ITEM.

AND AT THE END OF THE BUDGET, IT'S ALSO DIVIDED OUT BY THE PERMISSIBLE USES OF EACH PENNY

FROM THE BED TAX SO THAT YOU HAVE THAT INFORMATION AS WELL. >> ANY QUESTIONS ON THAT? I KNOW IT PROVIDES BEDTIME LIGHT READING. NUMBERS LOOK GOOD.

[5.  Event Marketing Grant Update]

[00:40:01]

>> YES. THE FALL WAS A BIG EVENT SEASON.

WE'VE SLOWLY HAD THOSE GRANT REIMBURSEMENT REQUESTS COME IN. WE'RE WORKING THROUGH SOME OF THEM. BUT WE FOR THE MOST PART ARE ON TRACK.

THERE ARE SEVERAL DIFFERENT GRANTS. I GUESS WE'VE ONLY PAID OUT TWO GRANTS SO FAR. THEY WERE BOTH UNDER THE AMOUNT THAT WE HAD AWARDED.

SO YOU ALL HAVE MORE MONEY TO ALLOCATE TO OTHER GROUPS IF THEY DECIDE TO COME BEFORE YOU.

>> ANYBODY HAVE ANY QUESTIONS OR COMMENTS? IF NOT, WE'LL MOVE AHEAD TO OUR

[6.  Event Marketing Grants]

>> YES. CALAVIDA HAS TRADITIONALLY BEEN IN OCTOBER.

THEIR BOARD MET AFTER OCTOBER 2019 EVENT AND DECIDED THAT THEY NEEDED TO TRY SPRING.

SO THEY DECIDED ON DAYS IN APRIL. AND THEREFORE, WE WILL BE REQUESTING, THAT PUTS THEM HAVING TWO EVENTS IN THE SAME FISCAL YEAR.

SO THEY SUBMITTED AN APPLICATION FOR EVENT MARKETING DOLLARS FOR THEIR APRIL EVENT.

AND BASED ON THE SCORING METRIC THAT WE USE, THAT RECOMMENDATION COMES TO $3,370.

>> SO WOULD YOU CONSIDER THIS AN OUT OF CYCLE? >> SO IT'S OUT OF CYCLE.

IT DOESN'T IMPACT THE AMOUNT BECAUSE OF THE WAY THE SCORING IS SET UP.

>> SO THE 3370, IS THAT WHAT THEY REQUESTED OR WHAT DID THEY REQUEST?

>> THEY REQUESTED $3,500. >> SO THE NUMBERS COME BACK AT 3,370 BASED ON THE FORMULA?

>> YES. >> THEY HAVEN'T SUBMITTED THEIR 2019 REPORT.

>> SO I THINK WE JUST GOT SOME INFORMATION. WE'RE COMMUNICATING WITH THEM.

THEY'VE TRIED NEW THINGS. WHEN YOU TRY NEW AND FUN THINGS, WE HAVE TO FIGURE OUT HOW TO MAKE THAT WORK ON THE PAPER TRAIL. WITH DIGITAL MARKETING AND SOME THINGS LIKE THAT. SO WE'RE LEARNING KIND OF AS WE GO IN SOME OF THOSE CASES.

SO THAT IS JUST ONE OF THE THINGS THAT THERE WAS SOME BACK-UP THAT NEEDED CERTAIN

THINGS THAT THEY HAD TO GO RETRIEVE. >> DO YOU THINK THEY'LL USE ALL

OF THE MONEY FROM THE LAST ONE IN OCTOBER? >> I AM HOPEFUL THAT THEY WILL

ATTEMPT TO USE ALL OF THEIR MONEY >> TO CARRY FORWARD.

>> DO YOU KNOW WHAT DATE IT IS? >> APRIL -- I DO KNOW. I JUST DON'T WANT TO GET IT WRONG. IT IS APRIL 27TH THROUGH MAY 2ND.

>> WHAT WAS THEIR THINKING, TOO MUCH COMPETITION IN OCTOBER? >> YES.

>> THAT WAS THE PRIMARY RATIONALE, WAS THAT THERE WAS TOO MUCH HAPPENING IN OCTOBER.

AND WEATHER CONCERNS. >> WELL, NO HURRICANES IN APRIL.

FOR SURE. >> RIGHT. >> ANYBODY HAVE ANY QUESTIONS ON CALAVIDA OR THE GRANT? IF IT'S AN OUT OF CYCLE IT WOULDN'T COME OUT OF THE ADDITIONAL MONEYS THAT WE HAVE THAT ARE LEFT OVER IN TERMS OF THAT POT OF MONEY.

WHICH MAY BE GROWING AS WE SPEAK. WE DON'T KNOW UNTIL EVERYBODY PUTS THE MARKETING REIMBURSEMENT REQUESTS. ANY OTHER THOUGHTS ON THE CALAVIDA? ALL RIGHT. CAN WE GET A MOTION TO MOVE FORWARD IF THE BOARD SO FEELS THAT THAT IS WHERE THEY WOULD LIKE TO GO.

>> SO MOVED. >> DO WE HAVE A SECOND? >> SECOND.

>> ANY OTHER DISCUSSION? >> ALL IN FAVOR, PLEASE SAY AYE.

ANY OPPOSED? MOTION CARRIES 8-0. I THINK THIS PAST FESTIVAL IS PROBABLY THEIR BEST IN TERMS OF CROWDS AND THAT KIND OF THING. HOPEFULLY THEY WILL BE ABLE TO

[00:45:01]

WE MOVE TO THE PRODUCT -- >> I'M SORRY, I DO HAVE ONE QUESTION.

>> YEAH. >> I NOTICED ON THEIR APPLICATION HOW DID THEY DETERMINE THE ATTENDANCE AND THEY SAID PRIOR EVENTS AND FOOD TRUCK FRIDAY.

HOW IS FOOD TRUCK FRIDAY -- I MEAN, THAT IS A DIFFERENT EVENT, CORRECT?

>> IT IS A DIFFERENT EVENT. AND WHAT THEY'VE TRIED TO DO IS FOR LACK OF A BETTER TERM, ALMOST PIGGY BACK ON TO THAT AND MAKE THAT EVENT PART OF THE OVERALL EXPERIENCE.

>> IT WILL BE LIKE A CO-EVENT. >> RIGHT. EXACTLY.

THAT IS THE BEST TERMINOLOGY. >> SO THEY'RE NOT USURPING, BUT THEY'RE HOLDING IT IN THE PARK AT THE SAME TIME, THE FOOD TRUCK FRIDAY THING IS UPWARDS OF 3 TO $5,000 ON A REGULAR

BASIS. >> ABSOLUTELY. >> IN TERMS OF ATTENDANCE.

SO THAT IS >> THE ONLY REASON I ASKED IS NOT TO DOUBT WHAT THEY SAY.

THAT IS ACTUALLY, IN MY OPINION HAVING HELD EVENTS, OTHER THAN TICKETED EVENTS, IT IS THE HARDEST THING TO CAPTURE, ESPECIALLY IN A FESTIVAL TYPE ATMOSPHERE.

>> NO QUESTION. AND YEAH. THE FOOD TRUCK FRIDAYS, HIATUS.

I THINK THEY COME BACK IN MARCH. >> THEY DO.

>> YEAH. THEY HAD DISCUSSED THAT AND TALKED ABOUT RUNNING THEM AT THE SAME TIME SO THAT ENDING PERIOD OF WHEN THEY PUT THE MUSIC AND THE FESTIVAL IN THE PARK IS GOING TO BE HAPPENING AT THE SAME TIME AS THE FOOD TRUCK FRIDAYS.

SO THAT IS A NATURAL IN TERMS OF A LEAD-IN FOR BIGGER AUDIENCE OBVIOUSLY.

I THOUGHT THAT WAS ACTUALLY QUITE SMART THAT THEY WERE ABLE TO FIGURE THAT OUT.

[7.  Product Development Application (Military Museum of N. Florida)]

>> ALL RIGHT. PRODUCT DEVELOPMENT APPLICATION FOR THE MILITARY MUSEUM OF

NORTH FLORIDA. >> SO THEY HAD SUBMITTED AN APPLICATION BEFORE THE LAST MEETING THAT DID NOT MEET THE SCORING REQUIREMENT TO BRING IT BEFORE YOU.

AND I WAS EXPECTING INFORMATION AND HAVEN'T RECEIVED THAT YET. SO I'M GOING TO GO BACK TO THEM AND KIND OF COACH THEM THROUGH SOME MORE ON THAT. SO YOU'LL PROBABLY SEE THAT THE NEXT MEETING. WAS HOPING WE COULD SQUEEZE THAT IN.

BUT IT DIDN'T HAPPEN. >> DELAY THAT TO OUR MARCH MEETING.

[8.  FY 19/20 Marketing Plan (Update)]

ALL RIGHT. MARKETING PLAN UPDATE. >> YES.

SO YOU ALL, THIS HASN'T CHANGED SINCE THE LAST MEETING. BUT I THINK IT'S JUST IMPORTANT FOR YOU ALL TO SEE WHAT WE'RE DOING WHEN. WE DID GET OUR FIRST REPORT FROM THE 365 ATLANTA AD BUY AND WE GOT IT YESTERDAY. AND I WAS BE PLEASANTLY SURPRISED BY SOME OF THE E-MAIL NUMBERS THAT CAME BACK ON THAT. SO WE'LL TWEAK THAT A LITTLE BIT MORE SINCE WE JUST GOT IT YESTERDAY. QUICK SNAPSHOT LIKE OH, MY GOSH THAT WORKED. BECAUSE WE WANT TO -- THE NUMBERS LOOK GOOD ON THEIR REPORT. WHAT WE WANT TO DO IS MATCH THAT TO OUR WEBSITE AND MAKE SURE THAT WE CAN CONNECT THOSE DOTS. AND SHOW THAT THERE WAS ACTUAL TRANSITION AND THEY'RE SAYING THE SAME THING. SO WE'LL BRING THOSE TO YOU AT

THE MARCH MEETING AS WELL. >> ANY OTHER QUESTIONS ON THAT? MOVE AHEAD TO OUR DIRECTOR'S

[9.  Director's Report]

REPORT. >> Y'ALL, I AM SO EXCITED. SO THE END OF JANUARY, IN A COUPLE OF WEEKS, VISIT FLORIDA WILL BE HOSTING FLORIDA HUDDLE IN JACKSONVILLE.

FLORIDA HUDDLE IS AN INTERNATIONAL TRAVEL TRADE SHOW.

INTERNATIONAL TOUR OPERATORS AND MEDIA WILL BE IN NORTHEAST FLORIDA TO SEE WHAT FLORIDA HAS TO OFFER. SO THAT IS WHY YOU SEE THESE FRAMES IN FRONT OF YOU.

BECAUSE THAT WILL BE PART OF OUR BOOTH. WE WANT TO MAKE IT INTERACTIVE AND FUN. WE HAVE DECIDED TO CO-OP WITH THE OTHER COUNTIES WITHIN NORTHEAST FLORIDA TO HOST A LUNCHEON/RECEPTION AT TIAA STADIUM FOR THE TOUR OPERATORS.

WE GET ACTUAL SPEAKING TIME IN FRONT OF THOSE TOUR OPERATORS. SO WE WILL BE PART OF THE NORTHEAST FLORIDA WELCOME BOOTH AND HAVE A LOT MORE VISIBILITY THAN WE WOULD HAVE BEEN ABLE TO GET ON OUR OWN. SO I AM REALLY EXCITED ABOUT THAT.

AND WE'LL BE -- MARCH IS GOING TO BE AN EXCITING MEETING. BECAUSE WE'LL BE ABLE TO REPORT

[00:50:02]

SOME PICTURES OF WHAT WE'RE DOING OUT IN THE FIELD. >> I HAVE A QUESTION.

>> YES. >> DO THEY GIVE YOU AN IDEA OF HOW MANY TOUR OPERATORS ARE IN

ATTENDANCE. >> 200 TOUR OPERATORS. AND THEN MEDIA.

THAT NUMBER CHANGES ON A DAILY BASIS. >> THE REASON I ASKED ON THAT, I WASN'T SURE IF THEY'RE DOING SOME KIND OF SWAG BAG MAYBE. IS THAT WHAT THESE ARE FOR?

>> EXACTLY. WE WERE HOPING TO HAVE ONE OTHER SWAG THING TO SHOW YOU.

WHAT WE'VE DONE, KATE DID AN AMAZING JOB. SHOPPING THE PRICES AND YOU KNOW, DIFFERENT THINGS THAT WERE AVAILABLE. BUT THERE IS A LAND YARD THAT HAS -- FORGIVE ME FOR THE DESCRIPTION. BUT ALMOST LIKE A PLASTIC BAG THAT YOU CAN PUT YOUR PHONE IN TO PROTECT YOUR PHONE WHEN YOU'RE OUT ON THE WATER WHEN YOU'RE OUTSIDE, WHEN YOU'RE RIDING YOUR BIKE, DOING THE OUTDOOR ACTIVITIES THAT WE WOULD EXPECT PEOPLE TO DO HERE. SO IT'S BRANDED. COLORFUL.

SO WE'LL SHOW YOU GUYS THAT PROBABLY IN MARCH, WHEN WE WERE EXPECTING THEM TODAY.

WE WERE HOPING THEY WOULD BE HERE. BUT THEY HAVEN'T ARRIVED YET.

>> GOOD. EXCITING. GET TO TALK IN FRONT OF 200

TOUR OPERATORS AND LET THEM KNOW ALL ABOUT US. >> AND WE WILL BE INCLUDING A FACT SHEET IN THE SWAG BAG AS WELL AS HOPEFULLY OUR TREE HOUSE POSTCARDS.

>> IT WILL JUST BE ONE OF US. YEAH. THIS IS A NICE LITTLE NVESTMENT. IF IT WAS ANYWHERE ELSE IN FLORIDA, WE WOULD NOT HAVE GONE. BEING THAT IT'S IN JACKSONVILLE, IN OUR BACKYARD, WE COULD NOT PASS UP THE OPPORTUNITY. AND THE REGIONAL CO-OP.

>> OKAY. ANY QUESTIONS ON THAT? PERFORMANCE MEASUREMENTS.

>> I DO HAVE SOME OTHER THINGS. >> I DO. YEAH.

THERE'S LOTS GOING ON. SO YOU'LL SEE ON THE PERFORMANCE MEASUREMENT PART THAT WE HAVE SEEN SOME ACTIVITY IN FILM AND TELEVISION. YES.

SO WE ARE TALKING WITH A FILM MAKER THAT IS WORKING WITH PBS ON A SOUTHERN ROCK SERIES.

SO WE'RE WORKING WITH THEM. WE'RE ALSO, AND WE'RE HOPEFUL THAT THERE WILL BE GREAT, NOT JUST FILMING HERE BUT EVENTS HERE THAT WILL BE AFFILIATED WITH THAT.

AND THEN WE'RE ALSO WORKING WITH A LOCAL FILM COMPANY, PYROLITE PRODUCTIONS.

EVERY RELEASE THAT THEY'VE MADE, THEY'RE A SMALL FILM MAKER, HAS WON AN AWARD.

THEIR FILMS ARE AVAILABLE ON AMAZON PRIME. AND THEY WANT TO -- THEY HAD A GREAT EXPERIENCE WORKING WITH US. AND THEY'RE SHARING THEIR EXPERIENCE WITH FILM MAKERS IN THE REGION. AND REALLY TRYING TO ENGAGE OTHER FILM MAKERS TO COME HERE TO CLAY COUNTY TO FILM. THEY'RE HAVING A MEET-UP AT URBAN BEAN SATURDAY EVENING. ANYONE WHO IS INTERESTED IN FILM MAKING, THEY WANT THEM TO ATTEND, IF YOU WANT TO BE AN EXTRA, IF YOU WANT TO BE BEHIND THE CAMERA, YOU KNOW, WHATEVER ASPECT OF FILM MAKING, THEY WANT LOCAL RESIDENTS AND PEOPLE IN THE AREA TO COME AND MEET UP AND JUST NETWORK. SO ON THE FILM SIDE, THAT IS PRETTY EXCITING.

WE ALSO HAVE HAD SEVERAL LEADS GO OUT. THIS WEEKEND, WE HAVE THE -- I'M GOING TO MESS UP THE NAME. IT'S THE SWINE SHOW. THE SHOWDOWN IN THE SPRINGS.

I THINK IS THE NAME OF IT. IT'S AT THE FAIRGROUNDS. AND PEOPLE FROM ALL OVER ARE GOING TO BE -- IT'S AN AGRICULTURAL SHOW. AND THEY'RE GOING TO BE SHOWING OFF THEIR SWINE. AND THEY HAD REQUESTED SOME HOTEL ROOMS. SO IN JANUARY, WHICH IS A UNIQUE PERIOD FOR US. THOSE KINDS OF THINGS ARE

CONSISTENTLY HAPPENING. WHICH IS GOOD NEWS. >> BUT LIKE I SAID, LOTS GOING

ON. >> IT'S GREAT. >> KIMBERLY, WHAT IS GOING ON

WITH THE GOLF TOURNAMENT? THE WOMEN'S GOLF TOURNAMENT. >> GREAT QUESTION.

SO IT WAS -- WE SPOKE WITH AIR STREAM VENTURES, I GOT AN E-MAIL RIGHT AFTER THE

[00:55:01]

THEY HTHEY HAD EXPRESSED INTEREST TO EAGLE HARBOR FOR NEXT YEAR.

>> DO WE HAVE TO REAPPLY OR ARE WE ALREADY LOCKED? >> THE CLAY COUNTY INVITATIONAL WAS THE ONE THAT AIR STREAM VENTURES WAS HOSTING ON THEIR OWN.

UNLESS THEY DECIDE TO PUT IT OUT FOR BID, IT WILL REMAIN HERE.

>> THE OTHER TOURNAMENT BIDS >> WE DID NOT GET -- THOSE WERE BIDS THAT WE JUST DIDN'T GET SELECTED. AND THAT IS THE NATURE OF THE SPORTS MARKET.

YOU PUT OUT -- YOU KNOW, YOU BID ON THE BUSINESS. AND VERY MUCH LIKE CONVENTION BUSINESS FOR CERTAIN EVENTS, YOU PUT YOUR PROPOSAL OUT THERE AND YOU HOPE THAT YOU KNOW, YOU'VE DOTTED YOUR IS AND CROSSED YOUR TS AND DONE WHAT IT TAKES TO GET THAT BUSINESS.

YOU WIN SOME, YOU LOSE SOME. >> BUT AT THE END OF THE DAY, EVEN IF YOU LOSE, YOU'VE

CREATED BRAND AWARENESS. >> WELL, IN SOME CASES, SOME OF THOSE THINGS PEOPLE THAT ARE LOOKING AT MAKING THOSE DECISIONS NEED SOME FAMILIARITY WITH THOSE PEOPLE THAT ARE APPLYING. SO SOMETIMES IT DOES TAKE YOU SEVERAL TIMES TO BE ABLE TO BREAK THROUGH AND THEN YOU REFINE YOUR BID AS WELL. AND KNOW WHAT THEY'RE LOOKING FOR AND YOU'RE ABLE TO MOVE FORWARD WITH THAT. SO WE MAY NOT HAVE GOTTEN IT

BUT IT WASN'T A WASTED EFFORT. >> WE'LL HAVE TO REALIZE YOU KNOW, BEING IN THE SPORTS MARKETING BUSINESS, JUST LIKE SPORTS, YOU WIN SOME, YOU LOSE SOME.

SOME GET RAINED OUT. >> THAT'S IT. ALL RIGHT.

YOU WANT TO GIVE US UPDATES ON SOME THINGS? >> YES.

TOURISM WEBSITE IS IN DEVELOPMENT AT LIKE ACTUAL DEVELOPMENT.

THEY'RE BUILDING PAGES AND WE WILL BE FINALIZING SOME CONTENT HERE IN THE NEXT COUPLE OF WEEKS. WE JUST SENT OUT AN E-MAIL TO THE INDUSTRY MAKING SURE THAT WE HAD ALL OF THE UP-TO-DATE CONTENT FROM EACH BUSINESS, EACH BUSINESS THAT WORKS WITH US WILL BE ABLE TO HAVE THEIR OWN PAGE ON THE SITE WITH A PHOTO, LINKS TO THEIR SOCIAL MEDIA, A DESCRIPTION, LINKS TO THEIR WEBSITE. AND IT WILL BE VERY INTERACTIVE. SAME GOES FOR THE EVENTS. EACH EVENT WILL HAVE THEIR OWN WEB PAGE AND WE CAN'T WAIT TO SHOW IT TO Y'ALL. IT LOOKS AMAZING.

SO THAT IS EXCITING. RFPS OR RFQS FOR THE AGENCY OF RECORD AND VISITOR GUIDE ARE IN THE CUE FROM OUR PROCUREMENT DEPARTMENT. AND WE'RE WAITING TO HEAR WHEN

THOSE WILL BE ADVERTISED. >> IF WE COULD JUST REWIND. GO AHEAD.

>> UNTIL THEN, I'VE HAD A CONVERSATION WITH THE CLAY TODAY, JUST FROM A TIMING PERSPECTIVE, WE WENT AHEAD AND COMMITTED TO WORK WITH THEM BECAUSE WE'VE HAD THAT CONTINUOUS RELATIONSHIP FOR THE REST OF -- REMAINDER OF THIS FISCAL YEAR.

JUST BECAUSE THAT WAY IT'S NO PRESSURE ON US FROM A TIMING PERSPECTIVE.

WE CAN TAKE OUR TIME AND MAKE THE BEST DECISION WHEN THAT RFQ DOES GO OUT.

>> NOW, IF WE COULD REWIND TO THE WEBSITE. WHAT ARE WE PLANNING FOR A LAUNCH? WE'VE GOT SOME THINGS UP OUR SLEEVES, DO WE?

>> SO WE ARE -- I HAD BIG IDEAS AT FIRST, YOU KNOW, COORDINATING IT WITH DIFFERENT EVENTS THAT WERE HAPPENING HERE. I WANT US TO GET A SOLID DATE.

IT WILL PROBABLY BE SOMETIME THE END OF APRIL, SO WE MAY COORDINATE THAT WITH A NATIONAL TOURISM WEEK, WHICH IS THE FIRST WEEK OF MAY. THAT TYPE -- THAT TIME FRAME.

WE'RE LOOKING AT THAT WEEK TO DO AN EVENT ANYWAY FOR THE INDUSTRY.

[01:00:04]

WE'LL THROW ENTIRE SERVICES IN THERE. SO WE JUST WANT TO CREATE ALMOST LIKE A SPEED DATING ENVIRONMENT. WHERE EVERYONE CAN AT LEAST GET THE CARD, SHAKE A HAND AND KNOW A FACE AND START TO REALLY BUILD RELATIONSHIPS SO THAT WE CAN CREATE BETTER EXPERIENCES FOR PEOPLE. AND THAT IS WHERE IT STARTS.

YOU HAVE TO WORK TOGETHER TO DO THAT. AND THAT MAY BE A PLACE WHERE

WE DO THAT. >> THAT IS GOOD BECAUSE THAT IS INTRA INDUSTRY AND WHAT WE DO IN TERMS OF PROMOTING TOURISM. I'M THINKING IN TERMS OF THE LAUNCH FOR THE WEBSITE FOR THE

CONSUMER. >> YES. I WOULD LIKE TO WORK WITH OUR

AD AGENCY WHEN THAT HAPPENS. >> WHENEVER THEY BECOME -- >> THAT WOULD BE MY PREFERENCE.

BECAUSE THEY HAVE SO MUCH MORE BUYING POWER. >> I UNDERSTAND.

BUT I MEAN, IN TERMS OF JUST THOUGHT PROCESS. I MEAN, IT'S A BIG STEP AND I

JUST THINK THAT WE NEED TO COME UP WITH SOMETHING THAT IS -- >> ABSOLUTELY.

>> A LITTLE INGENIOUS TO CAPITALIZE ON THAT. >> ABSOLUTELY.

>> YEARS AGO, WE LAUNCHED A RADIO STATION AND THAT IS EXACTLY WHAT WE SAID, WE SENT ALL OF THE MEDIA AND THE ADVERTISING AGENCIES A BIG BOX. A HELIUM FILLED BALLOON CAME OUT WITH A CARD AND IT SAID LAUNCHING RADIO STATION CALL LETTERS.

IT WAS A BIG HIT BECAUSE OF JUST THAT NATURE. I MEAN, WE WANT TO GET -- HELP

US GET TO BE ON THE MAP. >> RIGHT. >> I DON'T HAVE TO TELL YOU THAT. YOU KNOW WHAT YOU'RE DOING. I WAS CURIOUS AS TO WHETHER YOU

HAD ANYTHING. >> WHAT WE WILL PROBABLY DO, IN THE NEXT MONTH OR SO, WE'LL ND WE CAN BRING TO YOU AT THE MARCH MEETING KIND OF LIKE A DRAFT MEDIA PLAN FOR ALL OF THAT. DOES THAT WORK?

>> YEAH. AND CERTAINLY TAKE ADVANTAGE OF AS MUCH FREE PUBLICITY AS

POSSIBLE IN TERMS OF MEDIA, LOCAL OR OTHERWISE. >> WELL, THAT IS WHERE OUR FRIENDS WITH THE FLORIDA OUTDOOR WRITERS ASSOCIATION COME IN AND DIFFERENT THINGS

LIKE THAT. >> MS. KIM, I JUST GOT BACK FROM A NATIONAL BED AND BREAKFAST CONFERENCE AND ONE OF THE HOT TOPICS IS ADA COMPLIANCE OF THE WEBSITE.

>> ABSOLUTELY. I'M SO GLAD YOU BROUGHT THAT UP.

SO IT'S CERTAINLY IMPORTANT. >> IMPORTANT AND IT'S A VERY BIG ELEMENT OF WHAT WE DO HERE

ON THE BCC SIDE. >> SO THERE WAS A COUPLE OF THINGS.

AT THE COUNTY LEVEL, WE HAVE SOMEONE THAT, A STAFF PERSON THAT IS DEDICATED TO MAKING SURE THAT EVERYTHING THAT THE COUNTY DOES IS COMPLIANT. WE ATTENDED A CONFERENCE WHERE AN ADA COMPLIANT CONSULTANT FOUND OUT THAT WE WERE IN THE BUILDING STAGES OF OUR SITE.

AND I TOOK TONS OF INFORMATION AND BROUGHT IT BACK. SO THAT WE CAN INCORPORATE SOME OF THAT INTO NOT ONLY THE RFP BUT JUST THE GENERAL DEVELOPMENT DISCUSSIONS.

SO MOST DEFINITELY. >> OKAY. ANYTHING ELSE ON THOSE?

[10.  Legislative Update]

>> SO NEXT WEEK IS ON THE 22ND IS FLORIDA TOURISM DAY IN TALLAHASSEE.

YOU ALL ARE WELL AWARE OF THE CONTINUED CONVERSATIONS ABOUT VISIT FLORIDA FUNDING.

SO WE'RE PROBABLY LOOKING AT A SIMILAR SCENARIO WITH THE BUDGET AS WE DID LAST YEAR, WHERE THEY WILL HASH IT OUT BEHIND CLOSED DOORS AND COME OUT WITH SOMETHIG.

HOPEFULLY. THE WHOLE LEGISLATIVE PROCESS WILL DETERMINE WHETHER VISIT FLORIDA SUNSETS COMPLETELY OR IF THEY CONTINUE TO EXIST AT WHAT BUDGET LEVEL THEY EXIST.

RIGHT NOW THEY'RE AT 50 MILLION, WHICH IS A $26 MILION CUT FROM THE PREVIOUS YEAR.

SO WE'RE HOPEFUL THAT THERE WILL BE A LOT OF SUCCESS NEXT WEEK.

CLAY DAY IS FEBRUARY 20TH IN TALLAHASSEE. AND WE HOPE TO MAKE A GREAT SPLASH IN TALLAHASSEE. MAKING SURE OUR LEGISLATIVE DELEGATION SHINES.

DURING SESSION. ANY QUESTIONS? >> QUESTIONS?

[01:05:03]

[11.  Sports & Marketing RFQ Update]

SOMEBODY HAS, WE'LL MOVE RIGHT ON TO OLD BUSINESS. >> SO OLD BUSINESS.

SPORTS AND MARKETING AND SALES RFQ UPDATE, WANTED TO LET YOU KNOW THAT THAT IS IN THE PROCESS OF BEING EVALUATED AND WE WILL BE ABLE TO UPDATE YOU I THINK THE PLAN IS TO GET THAT ON THE FINANCE AND AUDIT AGENDA NEXT WEEK AND WE'LL BE ABLE TO UPDATE YOU ON THAT.

[12.  Air BNB Voluntary Collection Agreement (VCA)]

RIGHT NOW BEST CASE SCENARIO I THINK WILL PROBABLY BE STARTING COLLECTION OF THAT IN MARCH.

[13.  Florida's First Coast of Golf Key Performance Indicators and Measurements]

THEY ARE CONTINUING TO TWEAK THE REPORT THAT THEY HAVE GIVEN YOU GUYS.

I'LL E-MAIL THAT TO YOU ALL. BECAUSE THEY DID SEND IT. IT JUST DIDN'T MAKE IT IN THE BOOK. SO THEY ARE TAKING YOUR FEEDBACK VERY SERIOUSLY.

AND ARE EAGER TO CONTINUE TO BUILD THAT. NOT ONLY THE RELATIONSHIP BUT SHOW YOU THE RESULTS. FAIRGROUNDS MASTER PLAN UPDATE, WE ARE STILL CHIPPING AWAY AT

[14.  Fairgrounds Master Plan Update and Business Plan]

SO THAT IS COMING SOON. CHAMBER OF COMMERCE VISITOR CENTER.

[15.  Chamber of Commerce Visitor Center Update]

I HATE TELLING Y'ALL OH, IT'S COMING. IT'S COMING.

BUT WHAT HAPPENED WITH THE VISITOR CENTER PROJECT IS IT MORPHED INTO A COUNTY-WIDE PROJECT THAT WILL -- BECAUSE IT WAS OUR IDEA, YOUR IDEA, WE GET TO WRITE THE PARAMETERS AND THE POLICIES AND THE PROCESSES THAT GO WITH THAT. SO WE'RE WORKING ON THAT NOW.

AND WE WILL BE MEETING WITH EACH MUNICIPALITY AND THE VARIOUS LOCATIONS THAT WE PROVIDED TO YOU TO MAKE THOSE INSTALLATIONS HAPPEN WITH THE CONTENT THAT IS UNIQUE TO EACH LOCATION. SO WE ARE A STEP FURTHER. AT LEAST IT'S GONE THROUGH PROCUREMENT. IT'S JUST A MATTER OF SETTING UP THOSE PROCESSES AND MAKING

THAT HAPPEN. >> AND THEN >> WE WERE TALKING ABOUT VISITOR CENTER. AND THE CITY OF GREEN COVE PURCHASED THAT BIG WHITE HOUSE THAT SITS IN SPRING PARK ACROSS THE STREET FROM PAT'S BED AND BREAKFAST.

>> I DON'T KNOW IF THEY ACTUALLY PURCHASED IT YET. >> WELL, THEY HAVE APPROPRIATED THE MONEY, THEY VOTED ON THE LAST MEETING TO FIND THE MONEY TO PAY FOR IT.

THE BIG WHITE HOUSE ACROSS THE STREET THERE. >> THEY GOT 3 MONTHS TO FIND

THE MONEY AND DECIDE WHAT THEY WANT TO DO WITH IT. >> OH, WHAT, TO DO WITH THE HOUSE? THEY DID VOTE ON IT AT THE LAST MEETING LAST WEEK THAT THEY

WERE GOING TO SPEND THE MONEY. >> THEY MUST HAVE FOUND IT. >> IN SPRING PARK, RIGHT ACROSS THE STREET FROM PAT'S BED AND BREAKFAST. THE BIG BEAUTIFUL OLD WHITE HOUSE THAT IS PROBABLY GOING TO BE PRETTY EXPENSIVE TO RENOVATE.

>> THEY WANT TO MAKE IT A WELCOME CENTER? >> THERE IS A NUMBER OF THOUGHTS AS TO WHAT IT SHOULD BE. THEY WERE ANXIOUS ABOUT IT BECAUSE THEY DIDN'T WANT SOMEBODY TO GO IN AND TEAR IT DOWN AND DO SOMETHING THAT THEY DIDN'T WANT THEM TO DO WITH IT. SO THEY DECIDED TO BUY IT. THAT WAS THE PRICE ON IT,

$280,000. >> 285. >> HAS IT BEEN MARKED AS

HISTORICAL? >> THERE IS NO ORDINANCES TO PROTECT IT.

IT'S A CONTRIBUTING SITE TO THE CENTRAL BUSINESS DISTRICT, HISTORIC NATIONAL REGISTER, BUT THEY HAVE TORN DOWN OTHER PROPERTIES THAT ARE ALSO DESIGNATED.

>> WELL, THE THOUGHT IS THAT THEY WERE GOING TO TRY TO PRESERVE THAT TO TRY TO TURN IT INTO WHETHER IT'S CITY OFFICE, VISITOR'S CENTER OR WHATEVER. OBVIOUSLY THAT MIGHT BODE WELL FOR US TO PUT A KIOSK THERE AT SOME POINT. Ô> AND THEN THERE IS LOTS OF

[16.  Upcoming Events Update]

[01:10:03]

WE ARE WORKING WITH THRASHER HORN ON A SOCIAL MEDIA CAMPAIGN, OR CONTEST.

FOR VALENTINE'S DAY. IT GOES IN WITH SOME OF OUR VALENTINE'S DAY PROMOTION AND MESSAGING. THERE IS A THREE DOG NIGHT CONCRT.

FEBRUARY 13TH. SO WE WILL BE DOING SOCIAL MEDIA CONTESTS FOR THAT.

SO KEEP YOUR EYES OPEN FOR THAT. A COUPLE OF '60S, '70S CONCERTS COMING UP. ALL RIGHT. I WON'T STEAL YOUR THUNDER.

ONE OF THE EVENTS THAT IS COMING UP IS THE SCOTTISH GAMES.

YESTERDAY'S MEETING, WE DID APPROVE A WAIVER OR WAIVER OF THE ORDINANCE IN TERMS OF BEER SALES AT THE FAIRGROUNDS. THEY'RE GOING TO SET UP DIFFERENTLY TO INCLUDE AN AREA THAT ENCOMPASSES THE STAGE SO THAT MUSIC AS WELL AND EVERYBODY CAN GO IN THERE IN ONE SPOT RATHER THAN HAVE THE TWO BEER TENTS, THEY WILL HAVE THE ONE AREA.

SO WE DID APPROVE THAT. THEY WILL BE MOVING FORWARD WITH THAT THIS TIME AROUND.

SO IT WILL BE INTERESTING TO SEE HOW IT ALL HAPPENS. >> IT'S THEIR 25TH ANNIVERSARY.

>> IS THAT RIGHT? >> BIG DEAL. I MEAN, IT'S A BIG DEAL ANY WAY. BUT IT'S EVEN A BIGGER DEAL THAT IT'S 25.

>> OKAY. ANYTHING ELSE? >> I JUST WANT TO MENTION THAT STEVE HART HAS BEEN A MEMBER OF THIS BOARD FOR FOUR YEARS NOW, RIGHT? AND STEVE HAS BEEN REPRESENTING KEYSTONE HEIGHTS IN SORT OF THE MUNICIPAL ROTATING SEAT.

THE MUSIC IS COMING TO AN END. AND KEYSTONE HEIGHTS TIME HAS COME TO AN END AND IT WILL TRANSITION TO THE CITY OF GREEN COVE. BUT STEVE, I JUST WANT TO THANK YOU FOR EVERYTHING YOU'VE BROUGHT TO THE TABLE HERE. DURING MY TIME AND IT'S A PLEASURE TO HAVE YOU HERE. AND WE TRY TO CONVINCE STEVE MAYBE TO COME ON BOARD AS A PRIVATE CITIZEN AND APPLY FOR A POSITION THERE. BUT HE IS RETIRING.

>> WELL, FOR THE SECOND TIME. I ACTUALLY RETIRED 15 YEARS AGO.

I WANT TO THANK YOU, MIKE AND THE BOARD. IT'S BEEN VERY ENJOYABLE.

I'M GOING TO MISS IT. I'M NOT GOING TO MISS THE DRIVE.

BUT I'M GOING TO MISS INTERACTING WITH THIS GROUP. VERY COLLEGIAL BODY AND I'VE APPRECIATED GETTING TO KNOW ALL OF YOU. THANK YOU.

>> WELL, WE WOULD STILL LOVE TO HEAR FROM YOU AND MAKE SURE YOU KEEP US UPDATED WITH WHAT IS HAPPENING IN KEYSTONE. GREEN COVE SPRINGS HAS SELECTED THEIR REPRESENTATIVE.

THEIR CURRENT MAYOR, STEVE KELLY. WHO ALSO OWNS SPRING PARK COFFEE. SO WE'LL HAVE A MAYOR/BUSINESS PERSON COMING ON BOARD AS WELL TO TAKE THAT SLOT. AND THEN OF COURSE, GREEN COVE WILL BE THERE FOR FOUR YEARS AND IT WILL ROTATE OUT AGAIN. CONNIE ACTUALLY IS REPRESENTING ORANGE PARK, WHO HAS A CONTINUOUS MUNICIPAL SEAT. SO ANYWAY, I DID WANT TO MAKE SURE THAT EVERYBODY KNEW THAT WE'RE GOING TO BE HAVING STEVE LEAVE US AND WE REALLY ENJOYED HAVING HIM ON BOARD HERE FOR THIS TIME FRAME. SO LET'S GO AROUND THE ROOM. OUR ATTORNEY HAS BEEN VERY QUIET TODAY. I GUESS SHE'S HAPPY ABOUT THAT. YAY SHE SAYS.

I GUESS YOU HAVE NOTHING TO BRING TO THE TABLE AT THIS POINT THAT NEEDS TO BE SAID.

OKAY. SHE'S GOT THE AIR BNB THING DONE.

AND SO SHE'S PRETTY HAPPY ABOUT THAT. SO WHAT DO YOU GOT?

>> I WANTED TO INVITE EVERYONE TO THE MOOSE HAVEN 13TH GOLF TOURNAMENT.

REGISTER ONLINE. IT BENEFITS ACTUALLY MOOSE HAVEN, OTHER THAN OTHER NON-PROFITS. AND THEN THE OTHER THING IS MOOSE HAVEN IS GOING TO BE HOLDING A SENIOR EXPO. SO I WOULD LIKE TO OFFER TO CLAY COUNTY TOURISM A COMPLIMENTARY BOOTH SPOT IF YOU WOULD LIKE TO COME. MAY 6TH, I BELIEVE.

AND THERE WILL BE MORE DETAILS TO COME. AND ANY OTHER HOTELIERS OR

ANYONE THAT WANTS TO PARTICIPATE, GIVE ME A CALL. >> SUSAN.

>> WE ARE WELL INTO OUR SECOND FLOOR OF RENOVATION. FLOOR ONE IS ABSOLUTELY GORGEOUS. AND WE'VE DONE THE BANQUET SPACE.

SO AUGUST I'LL TELL Y'ALL ABOUT THE FINISHED PRODUCT. IT'S TAKEN A LITTLE WHILE.

>> AS CONSTRUCTION USUALLY DOES. AND RENOVATIONS.

GIVE US A THUMBNAIL IF YOU WOULD AS TO WHAT THE HOTEL BUSINESS LOOKS LIKE THESE DAYS.

[01:15:02]

WHAT IS THE TREND? >> OURS IS A LITTLE SKEWED BECAUSE OF THE ROOMS THAT ARE OUT OF ORDER. EVERYBODY IS HOLDING THEIR HEADS UP.

IT LOOKS LIKE A GREAT YEAR. LOTS OF ACTIVITY. MILITARY IS STARTING TO MOVE AROUND AGAIN. WHICH WAS A LITTLE BIT SLOW IN OCTOBER.

CAME BACK GREAT IN NOVEMBER. AND THEY TOOK THE USUAL BREAK DURING THE HOLIDAYS.

BUT EVERYTHING LOOKS REAL POSITIVE IN THE HOTEL WORLD. >> GREAT.

GOOD TO HEAR. >> STEVE. >> CONTINUING THE THREE DOG NIGHT THEME, IF YOU LOOK IN YOUR HANDOUT, YOU'LL SEE THAT THE KEYSTONE IS HAVING A BARK IN THE PARK, BASICALLY WE'RE DEDICATING A NEW DOG PARK. WE'VE GOTTEN VERY GOOD FEEDBACK AND IF YOU WANT TO BRING YOUR BEST FRIEND, WE'RE THERE FROM NINE UNTIL 1:00 P.M. THIS SATURDAY. AND IT'S BEHIND HITCHCOCKS PLAZA OFF OF HIGHWAY 100.

IT'S AN INTERESTING EVENT. I GET TO BE ONE OF THE JUDGES. I'M NOT SURE WHAT I'M JUDGING.

>> GOOD LUCK WITH THAT. PAT. >> SO AT THE END OF THE MONTH, LAST WEEK IN JANUARY, WE'RE HOSTING CLAY, PLAYWRIGHT'S RETREAT.

ORGANIZED BY ELAINE SMITH. EVERY NIGHT THERE WILL BE A READING AT THE IMPROVEMENT ASSOCIATION. THEY WERE EXCELLENT LAST YEAR. KIND OF A NEW EXPERIENCE, IF YOU'VE NEVER BEEN TO A READING LIKE THAT. JUST COME OUT FOR ONE, YOU KNOW, YOU'LL GET HOOKED. IT'S HOW THE PLAYWRIGHTS ACTUALLY DEVELOP THEIR WORK.

AND THEN IN FRONT OF A LIVE AUDIENCE, THEY HAVE A CHANCE TO SEE THE AUDIENCE REACTING TO THEIR WORK. IN ITS INFANCY. SO THE PLAYWRIGHTS THAT WERE WITH US LAST YEAR HAVE GONE ON TO BIG THINGS, SOME OF THEM. TWO OF THEM ANYWAY.

BEEN IN TOUCH ON FACEBOOK. FOLLOWED UP. KIND OF EXCITING TO HAVE THAT KIND OF THING GOING ON IN GREEN COVE SPRINGS. BECAUSE THERE ARE PLAYWRIGHTS OUT OF THE BIG CITY UP IN NEW YOK AND FAMOUS PLACES AND FAMOUS KIND OF PEOPLE.

>> VERY GOOD. >> YEAH. >> GROWING FINE ARTS NUGGET THAT WE HAVE IN THE COUNTY, IT SEEMS TO BE CATCHING ON. BOB.

>> OKAY. BIG PROPONENT OF THE POWER OF THREE AND I REALIZE I COULDN'T REMEMBER MORE THAN THREE EVENTS. SO I THOUGHT I WOULD BRING

HANDOUTS. >> ALWAYS GOOD. >> SO THE BIG ONE WE HAVE THIS WEEKEND IS THE ELTON JOHN TRIBUTE BAND. AND WHAT WE HAVE IN FRONT OF YOU, I'M HANDING OUT RIGHT NOW, GIVES YOU A RUNDOWN OF OUR NEXT 2 MONTHS.

'60S SEEMS TO BE SOMEWHAT OF A FOCUS. THAT FIRST ONE IS FEBRUARY 7TH.

WANT TO KIND OF BRING OUT THE BRIDAL SPECTACULAR. THAT IS SOMETHING THAT WE ARE NOW HOSTING AT THE THRASHER HORN. CHANGE, OR ADDITION TO OUR BUSINESS MODEL. ADDITION TO OUR BUSINESS MODEL AND THE CONFERENCE SIDE.

AND THEN YOU CAN SEE THE REST OF THEM. WE KICK INTO OUR BROADWAY SERIES, BEGINNING FEBRUARY 10TH, WAITRESS. AND MARKETING DEPARTMENT IS DOING SOME PRETTY COOL THINGS WITH THAT. I GUESS PIES IS A BIG THING.

AND THE WAITRESS. WE'RE GOING TO HAVE OUR OWN PIES BEING MADE OUT THERE.

KIND OF FUN. HOPEFULLY IF YOU GET A CHANCE TO COME OUT AND SEE SOME OF

THESE. >> TERRIFIC. THANKS.

>> NO PIE IN THE SKY EVENT. OKAY. CONNIE

>> YES. THE TOWN OF ORANGE PARK ON FRIDAY, WE WILL BE CELEBRATING ARBOR DAY BY PLANTING OF A TREE. EVERYBODY IS INVITED FOR A CELEBRATION THERE. AND THEN OUR LONG AWAITED EVENT IS THE LONGEST TABLE ON FEBRUARY 22ND. AND I DON'T KNOW IF I'VE SPOKEN ABOUT THAT BEFORE HERE.

OKAY. YOU KNOW, WE'VE DONE A LOT OF GREAT CONSTRUCTION ON KINGSLEY EAST, FROM 17 DOWN TO THE RIVER. AND IT'S VERY BEAUTIFUL WITH THE NEW ROAD AND EVERYTHING. AND AS THAT WAS GOING ALONG, YOU KNOW, THERE WAS THOUGHT ABOUT HAVING A LONGEST TABLE. JACKSONVILLE'S HAD IT I THINK FOR THREE YEARS NOW.

AND IT ACTUALLY STARTED IN TALLAHASSEE. AND HAS MOVED TO OHIO AND ALL OVER THE COUNTRY. AND BASICALLY WHAT IT IS, WE'RE GOING TO START AT I THINK IT'S REED, I THINK REED STREET, DOWN AND GO ALL THE WAY TO THE RIVER, ON THE RIGHT-HAND SIDE OF KINGSLEY AND THERE WILL BE A LONG TABLE. IT WILL BE EIGHT FOOT TABLES GOING ON AND ON. THE CHAIRS WILL ALL MATCH. WHITE LINENS.

WE WILL HAVE A SEPARATE WEBSITE FOR IT. YOU'LL SIGN UP ONLINE.

[01:20:01]

I THINK IN THE FUTURE WE'LL HAVE A LOT MORE. BECAUSE I THINK IT'S GOING TO GROW FAST. BUT IN JACKSONVILLE, AS SOON AS THE WEBSITE GOES UP, I MEAN, THE PLACES ARE RESERVED LIKE IN TWO SECONDS. SO YOU DON'T HAVE TO PAY FOR A SEAT. IT'S FREE. YOU CAN BRING YOUR OWN FOOD IF YOU WANT TO. WE'RE EVEN GOING TO PASS A RESOLUTION SO THAT YOU COULD BRING WINE OR BEER IN THAT SECTION AS WELL. SO IT'S OPEN TO EVERYONE.

AND EVEN GRACE EPISCOPAL DAY SCHOOL, THEY'RE GOING TO HAVE A KIDS LONGEST TABLE WHICH WILL BE REALLY CUTE. PEOPLE CAN SIGN UP FOR THAT TO BRING THEIR KIDS TO THAT AS WELL. KIDS CAN BE AT THE BIG TABLE TOO.

BUT IF THAT IS SOMETHING THAT PARENTS WOULD LIKE TO DO, THEY CAN HAVE THEM OVER AT THE KIDS LONGEST TABLE. THRILLING EVENT. I THINK THE COMMUNITY IS GOING

TO COME TOGETHER THROUGH IT. YEAH. >> JACKSONVILLE HAD WHAT OVER

700 I THINK THIS YEAR? >> UH-HUH. >> SO AT SIX O'CLOCK, FEBRUARY 22ND. LIKE I SAID, RIGHT NOW WE'LL DO IT DOWN KINGSLEY EAST.

NEXT YEAR, AS IT GROWS, WE COULD DO IT YOU KNOW, COME MORE TOWARDS 17 OR WE COULD TURN IT

AND GO DOWN RIVER ROAD. >> AROUND THE CORNER. >> I DON'T KNOW IF YOU KNOW THIS, I'LL GIVE YOU HISTORY REAL QUICK. ULYSSESS GRANT CAME IN 1883, STEAMBOAT, CAME DOWN THE ST. JOHNS RIVER AND HE WANTED TO STOP AT ORANGE PARK TO SEE WHAT WAS GOING ON THERE. AND S AND SO THEY IN FACT BROUGHT OUT A LONGEST TABLE TO SHOW HIM THE DIFFERENT ITEMS FROM THE AREA WHICH WOULD BE ORANGES AND THAT KIND OF THING, THAT HE WAS TAKING PART IN. SO I WAS LIKE ULYSSES BEAT US TO IT. WE ARE JUST REINVENTING IT. SO THERE YOU GO.

>> PROBABLY ALSO LIKED BRANDY AND CIGARS. >> THEY SAID HE DID GAIN QUITE

A BIT OF WEIGHT ON THAT TRIP. IT'S NOTED IN A BOOK. >> ALL RIGHT.

THANK YOU. >> JUST PLANNING ALONG AND HAPPY NEW YEAR TO EVERYONE.

>> THANK YOU. >> I DO WANT TO MENTION SOMETHING WHICH I WAS INVOLVED WITH IN THE PAST COUPLE OF WEEKS IN TERMS OF THE PLANNING AND THEY ASKED FOR MY HELP IN A COUPLE OF AREAS. FLEMING ISLAND GOLF COURSE IS ACTUALLY PUTTING IN MINI TOP GOLF, WHICH IS GOING TO OCCUPY ABOUT TEN OR 12 BAYS. IT WILL HAVE A SNACK AREA.

THE TOP GOLF PEOPLE THEMSELVES ARE COMING IN TO ACTUALLY YOU KNOW, HOOK UP THE WHOLE THING.

THEY'VE GOT TO DO A CERTAIN AMOUNT OF CONSTRUCTION WIRES AND ALL OF THAT STUFF.

SO ALL OF THE ELECTRONICS ARE IN THERE. THEY SHOULD HAVE THAT GOING BY MARCH OR APRIL. WE'LL HAVE A LITTLE TOP GOLF RIGHT HERE IN CLAY COUNTY.

YEAH. SO THEY WILL BE DOING CORPORATE OUTINGS AND THOSE KIND OF THINGS RIGHT HERE. YOU DON'T HAVE TO GO TO THE SOUTH SIDE TO DO THAT.

ALTHOUGH YOU CAN STILL DO THE BIG THREE LEVEL ONE OVER. THIS WILL BE ONE LEVEL.

BUT IT SHOULD PROVE TO BE INTERESTING. I'VE HAD A LOT OF PEOPLE RESPOND ONCE THEY HEARD ABOUT IT, ASKED ME QUESTIONS ABOUT IT.

I JUST WANTED TO MENTION THAT HERE. THAT WILL BE A GOOD OPPORTUNITY

TO DRAG SOME PEOPLE. >> I FORGOT TO MENTION. SO TOMORROW EVENING IS THE -- WHICH IS PROBABLY WHY GARY IS NOT HERE. IS THE HAMPTON INN MIDDLEBURG'S GRAND OPENING. SO THEY ARE OPEN AND TAKING GUESTS.

AND LIKE I SAID, THEIR GRAND OPENING CELEBRATION IS TOMORROW EVENING.

SO WANTED TO MAKE NOTE OF THAT TOO. BECAUSE THAT IS A BIG ADDITION TO OUR, NOT ONLY OUR HOTEL COMMUNITY BUT A NEW HOTEL OPENING.

EXCITING STUFF. >> GOOD STUFF. ALL RIGHT. ANYBODY WITH ANYTHING ELSE? IF NOT, WE APPRECIATE YOU PARTICIPATING AS ALWAYS. IT'S MY PLEASURE TO BE BACK AGAIN FOR ANOTHER YEAR. AND WE LOOK FORWARD TO MAKING MORE PROGRESS.

[01:25:05]

APPRECIATE EVERYTHING YOU DO. THANKS SO MUCH. ALL RIGHT.

THIS MEETING IS ADJOURNED.

* This transcript was compiled from uncorrected Closed Captioning.