ST. JOHNS COUNTY TOURIST DEVELOPMENT COUNCIL Regular Meeting Monday, April 18, 2016, 1:30 p.m.

Transcription

1 ST. JOHNS COUNTY TOURIST DEVELOPMENT COUNCIL Regular Meeting Monday, April 18, 2016, 1:30 p.m. 1. CALL TO ORDER Jack Peter, Chairman 2. PLEDGE OF ALLEGIANCE 3. ROLL CALL Dena Masters 4. APPROVAL OF AGENDA 5. APPROVAL OF MINUTES (Action Required) Regular Meeting March 28, PUBLIC COMMENT Not related to agenda items 7. RECREATION AND LEISURE UPDATE Wil Smith 8. ADMIN AND SPECIAL USES UPDATE Tera Meeks FY17 Budget Projections RFP for Strategic Plan (Action Required) RFP for Chamber of Commerce New Product Development Plan (Action Required) 9. ARTS, CULTURE AND HERITAGE UPDATE Andy Witt 10. DESTINATION MARKETING UPDATE Richard Goldman 11. MEMBER COMMENTS 12. NEXT MEETING DATE 13. ADJOURN

2 TDC Regular Meeting April 18, 2016 Agenda Item 5 Approval of TDC Meeting Minutes (Action Required) Regular TDC Meeting March 28, 2016

3 MINUTES OF MEETING TOURIST DEVELOPMENT COUNCIL ST. JOHNS COUNTY, FLORIDA MARCH 28, :30 P.M. Proceedings of a regular meeting of the Tourist Development Council (TDC) of St. Johns County, Florida, held in the auditorium at the County Administration Building, 500 San Sebastian View, St. Augustine, Florida. Present: John E. Jack Peter, Chair Andrea Samuels, Vice Chair Jay Morris, BCC Representative Nancy Shaver, Mayor, City of St. Augustine Representative Irving Kass, District 1 Scott M. Bartosch, District 3 Bill Hughes, District 4 Fred E. Cozby, District 4 Sindy Wiseman, Deputy Clerk Also present: Tera Meeks, Executive Director of the TDC, Glenn Hastings, Former TDC Executive Director; Dena Masters, TDC; Rebecca Lavie, Assistant County Attorney; and Regina Ross, Senior Assistant County Attorney (03/28/ :36 p.m.) 1. CALL TO ORDER Kass called the meeting to order. (03/28/ :36 p.m.) 2. PLEDGE OF ALLEGIANCE Hughes led the Pledge of Allegiance. (03/28/ :36 p.m.) 3. ROLL CALL Masters called the roll: All Council members were present, with Shaver absent. (03/28/ :37 p.m.) 4. APPROVAL OF AGENDA Peter amended the agenda to include, to Item No. 5, the Regular Meeting Minutes from December 21, 2015; to move Item No. 9 and made it Item No. 7, which moved Item No. 7 to Item No. 8, and Item No. 8 to Item No. 9. He also added, after the new Item No. 8, a discussion of the FY 2017 budget. (1:38 p.m.) Motion by Samuels, seconded by Cozby, carried 7/0, with Shaver absent, to approve the agenda, as amended. Shaver entered the meeting at 1:39 p.m. (1:39 p.m.) Peter welcomed Tera Meeks, Executive Director of the TDC, and recognized Hastings for his tenure with the Council. 03/28/16 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 1

4 (03/28/ :40 p.m.) 5. APPROVAL OF MINUTES Regular Meeting - December 21, 2015 Regular Meeting - January 13, 2016 Motion by Samuels, seconded by Morris, carried 8/0, to approve the minutes for the December 21, 2015, and January 13, 2016, meetings. (03/28/ :41 p.m.) 6. PUBLIC COMMENT There was none. (03/28/ :41 p.m.)(formerly Item No. 9) 7. RECREATION & LEISURE a. Funding Request, $7,500, First Coast BMX, State Championship ASA Florida Cup Series Bicycle Motocross Wil Smith, Director Recreation & Parks, presented the request for funding for the State BMX event, April 8 through 10, 2016, noting the event was expected to have a 1.2 million dollar impact to the County. He spoke on the BMX Track and publicity the event would receive through BMX and Monster Energy Drink, who would shoot a video of the event. Hughes asked the location of the track. Smith stated the track was on Allen Nease Road, by the land fill, and was managed by Anthony Sargent. Discussion ensued on the requirements needed to upgrade the track to a national event venue. Ross left the meeting at 1:48 p.m.. (1:50 p.m.) Motion by Hughes, seconded by Morris, carried 8/0, to approve the $7,500 First Coast BMX funding request. b. Funding Request, $4,000, Velo Fest Community Initiative, LLC. (1:51 p.m.) Smith also presented the funding request for the Velo Fest Wrigley Ride and the marketing plan to make St. Johns County a tourism destination. Smith explained that the Wrigley Ride was a memorial ride, in honor of Brian Wrigley, who was a bicycle hit-and-run victim. He also spoke on bicycle safety in St. Johns County. Bartosch asked Smith about receiving the request for funding before the event took place. Smith explained that the event took place between TDC meetings; therefore, the request was presented at the next scheduled meeting. He stated that a portion of the requested funding would produce maps showing safe bicycle routes throughout the County, the River-to-Sea Loop, and the East Coast Greenway. Samuels requested a copy of the bike route prior to the event, so the entities could be alerted to potential traffic situations. Discussion ensued. (2:04 p.m.) Motion by Bartosch, to approve the $4,000 for the Velo Fest, LLC, event. (2:05 p.m.) Cozby suggested tabling the item until the results of the economic impact were completed. (2:05 p.m.) Bartosch withdrew his motion. (2:05 p.m.) Morris noted that the Chair, Vice-Chair and one other person could meet between meetings and approve on behalf of the Council, should the need arise. 03/28/16 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 2

5 (2:06 p.m.) Shaver suggested reaching out to the Northern Florida Bike Club for an additional resource for cycling. (03/28/ :08 p.m.)(formerly Item No. 7) 8. ADMIN & SPECIAL USES TDC Member Vacancy (Action) Hastings presented the request for the TDC member vacancy. (2:09 p.m.) Samuels noted that her application for reappointment was included in the packet, but was a separate issue. Masters informed Samuels that her information had already been forwarded to the Board of County Commissioners for approval. (2:11 p.m.) Hughes nominated Todd Hickey, General Manager, Marriott Sawgrass Resort, for the vacancy. (2:13 p.m.) Motion by Hughes, seconded by Cozby, carried 8/0, to recommend Todd Hickey to the Board of County Commissioners, for appointment to the TDC Council. Update on RFP for Strategic Plan Facilitator (2:14 p.m.) Hastings presented details of the draft RFP Strategic Plan, Exhibit A. Discussion ensued on the implemented strategic plan timeline. FY 2017 Budget (2:23 p.m.) Hastings presented the FY 2017 budget, stating that the projected growth was 4.5%, with a budget of 9.7 million dollars. Discussion ensued on current and projected rate of growth and reporting in a format showing the line items. (2:32 p.m.) Samuels suggested creating a line item in the budget for public transportation. (2:34 p.m.) Morris explained that the roll-over funds were from a capital project that did not get paid in the current year but would be paid the following year. Morris questioned Hastings about the actual add-on estimated revenue for FY Hastings stated the revised estimate for FY 2016 was 9.1 million. Discussion ensued. (2:41 p.m.) Hughes asked about the King Street renovation start date, the negative economic impact, and the projected budget year for the project. (2:45 p.m.) Shaver noted that the King Street project had dropped off Florida Department of Transportation s (FDOT) mid-term plan SJC Tourism Report (2:48 p.m.) Hastings presented details of the 2015 tourism report, via PowerPoint. (03/28/ :56 p.m.)(formerly Item No. 8) 9. ARTS, CULTURE & HERITAGE Update on FY 2017 Grant Program Andy Witt, Director of the St. Johns Cultural Council (SJCC), presented the update on the FY 2017 grant program. He spoke about a collaborated advertising program that 03/28/16 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 3

6 would highlight the Flagler Era, the Downton Abby fashion show exhibition, and the Park Plein Air competition. He mentioned a survey that was distributed to gather data on the needs of the County. (3:00 p.m.) Samuels asked how requiring advanced permitting was working. (3:01 p.m.) Shaver gave an update on the events management approach. (03/28/ :04 p.m.) 10. INFORMATIONAL ITEMS Q & A Expenditure Reports Hastings noted that the reports were provided in the agenda packet and he was available for questions. TD Tax Collections Destination Marketing Category Report (3:05 p.m.) Richard Goldman, Executive Director of the St. Augustine, Ponte Vedra, and The Beaches Visitors and Convention Bureau (VCB), presented details of the reports, via PowerPoint. He mentioned that social media had grown substantially, Exhibit A. Ross entered the meeting and Lavie left the meeting at 3:08 p.m. (3:11 p.m.) Goldman spoke on Frontier Airline s new destinations to Philadelphia and Chicago; the State of Tourism meeting, May 18, 2016, at the Renaissance Resort, in World Golf Village; a launch event in Toronto for Air Canada to Jacksonville, which would arrive just prior to the Players Championship; advocating for the protection of Tourist Development Taxes; and finding solutions for mobility between the Beaches and the City. (3:13 p.m.) Goldman mentioned Glen Graham, Director of Conference Sales, who passed away from a sudden illness. Arts, Culture & Heritage Category Report (3:18 p.m.) Witt noted that a second familiarization tour was conducted with six writers, from Toronto, San Diego, Sarasota, Atlanta, and Birmingham. He stated he received letters promising story placement and return trips with their families. (03/28/ :20 p.m.) 11. MEMBER COMMENTS Cozby thanked Hastings for his years of service to the County and the TDC group. (3:20 p.m.) Samuels suggested writing a series of articles, for public knowledge, about the TDC and the bed tax. Discussion ensued on the VCB absorbing the task. (03/28/ :23 p.m.) 12. ADJOURN With there being no further business to come before the Council, Peter adjourned the meeting at 3:23 p.m. 03/28/16 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 4

7 After the meeting adjourned Meeks asked about the next meeting and Peter requested she schedule an April meeting. Approved, 2016 TOURIST DEVELOPMENT COUNCIL OF ST. JOHNS COUNTY, FLORIDA By: John E. Peter, Chair ATTEST: HUNTER S. CONRAD, CLERK By: Deputy Clerk 03/28/16 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 5

8 TDC Regular Meeting April 18, 2016 Agenda Item 8 Admin & Special Uses Update Tera Meeks - FY2017 Budget Projections (Information Only)

9 Local Option Tourist Development Tax Revenue Comparison and Projections FY2012 FY2017 FY2012 Actual FY2013 Actual FY2014 Actual FY2015 Actual FY2016 Original Projection FY2016 Revised Projection FY2017 Conservative Projection FY2017 Recommended Projection FY2017 Optimistic Projection FY2017 Highly Optimistic Projection Gross Revenue $ 7,454,812 $ 7,900,899 $ 8,841,294 $ 9,854,781 $ 9,233,062 $ 10,495,341 $ 11,020,108 $ 11,125,062 $ 11,230,015 $ 11,387,445 Net Revenue (TDC Budget) $ 6,932,975 $ 7,347,836 $ 8,222,403 $ 9,164,946 $ 8,534,094 $ 9,760,667 $ 10,248,701 $ 10,346,308 $ 10,443,914 $ 10,590,324 % Increase (Growth Rate) 7.4% 6.0% 11.9% 11.5% 6.9% 6.5% 5.0% 6.0% 7.0% 8.0% * Florida Department of Revenue projected a 4.1% increase in St. Johns County and a 5.2% increase statewide for taxable sales reported by transient rental facilities over the period of July 2015 to June 2016 $11,000,000 Net Revenue FY2012 to FY2017 $10,500,000 $10,000,000 $9,500,000 $9,000,000 $8,500,000 $8,000,000 $7,500,000 $7,000,000 $6,500,000 FY2012 FY2013 FY2014 FY2015 FY2016 FY2017

10 FY2017 Budget Worksheet Proposed 4/01/ Destination Marketing Arts, Culture & Heritage Recreation & Leisure Admin & Special Uses TOTAL FY 2017 Projected FY 17 Begin Balance $ 1,206,265 $ 902,829 $ 514,634 $ $ 2,623,728 Projected FY17 Income with 6% growth rate Gross 2% $ 2,225,012 $ 1,668,759 $ 1,668,759 $ 5,562,531 Gross 1% $ 2,781,266 $ 2,781,266 Gross 1% $ 2,781,266 $ 2,781,266 5% State Mandated Reserve $ (250,314) $ (83,438) $ (83,438) $ (139,063) $ (556,253) Tax Collector + Clerk $ (299,264) $ (299,264) Available To Budget for FY17 $ 5,962,229 $ 2,488,150 $ 2,099,955 $ 2,342,938 $ 12,893,273

11 TDC Regular Meeting April 18, 2016 Agenda Item 8 Admin & Special Uses Update Tera Meeks RFP for Development of the TDC Strategic Plan (Action Required) - The County is seeking proposals for a qualified firm to assist the Tourist Development Council in their role as a tourism management organization, with the process of developing a five-year strategic plan.

12 ST. JOHNS COUNTY BOARD OF COUNTY COMMISSIONERS RFP NO: REQUEST FOR PROPOSALS Development of the Tourist Development Council (TDC) Strategic Plan St. Johns County Purchasing Department 500 San Sebastian View St. Augustine FL Draft: 04/18/16

13 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOMENT COUNCIL (TDC) STRATEGIC PLAN TABLE OF CONTENTS I. Advertisement II. III. IV. Introduction A. Purpose B. RFP Contact Information for Questions C. Addenda D. Due Date & Location E. RFP Response Packaging Instructions F. Evaluation of Responses G. Evaluation Criteria H. Contract Award I. Contract Performance General Requirements A. Project Description B. Scope of Work C. Sub-Consultants Contract Requirements A. Insurance Requirements B. Licenses/Permits/Fees C. Contract Agreement & Term D. Governing Laws & Regulations E. Termination F. Indemnification G. Trade Secrets H. Public Records I. Use of County Logo V. Request for Proposals Submittal Requirements A. Respondent Responsibilities B. RFP Package Submittal Format C. RFP Package Components VI. VII. VIII. IX. Evaluator s Score Sheet Example Attachments / Forms Optional Checklist Sealed RFP Mailing Label 2

14 ST. JOHNS COUNTY, FL RFP NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN PART I: ADVERTISEMENT Notice is hereby given that St. Johns County, FL is soliciting responses for RFP No: 16-39, Tourist Development Council (TDC) Strategic Plan. Interested and qualified respondents may submit RFP Packages, according to the requirements described herein, to the St. Johns County Purchasing Department. All RFP Packages are due by or before 4:00PM (EST) on Thursday, June 2, Any packages delivered to or received after the 4:00PM deadline will not be considered and shall be returned unopened to the addressee. The St. Johns County is currently seeking proposals for a qualified and experienced professional firm to assist the St. Johns County Tourist Development Council (TDC) in their role as a tourism management organization, with the process of developing a five-year strategic plan beginning with the County s fiscal year RFP Packages are available for downloading from Onvia Demandstar, Inc., at their website or by calling and requesting Document # Vendors registered with Demandstar may download most packages at no cost from the website. Download fees may apply to vendors not registered on the website. Packages are also available from the SJC Purchasing Department. When making a request provide the full company name, full company address, company phone number, primary contact and address. Any and all questions or requests for information relating to this Request for Qualification shall be submitted in writing by or before close of business (5:00PM) on Monday, May 23, Contact Information: Leigh Daniels, CPPB, Senior Buyer SJC Purchasing Department 500 San Sebastian View St. Augustine FL ldaniels@sjcfl.us Phone: (904) Fax: (904) Interested firms may not contact any staff member of St. Johns County, except the above referenced individual, with regard to this RFP as stated in SJC Purchasing Code Procedures Concerning Lobbying. All inquiries will be routed to the appropriate staff member for response. RFP Packages MUST be submitted in a SEALED envelope/container and clearly marked on the exterior of the package: RFP Tourist Development Council (TDC) Strategic Plan. Each package submitted must have the respondent s name and mailing address marked plainly on the outside of the envelope/container. Each package shall consist of one (1) original and five (5) copies of the RFP Package which shall include all required documents and any supplemental information. Deliver or Ship RFP Packages to: St. Johns County Purchasing Department 500 San Sebastian View St. Augustine FL Vendors shall not contact, lobby or otherwise communicate with any SJC employee, including any member of the Board of County Commissioners, other than the above referenced individual from the point of advertisement of the RFP until contract(s) are executed by all parties, per SJC Purchasing Code Procedures Concerning Lobbying. According to SJC policy, any such communication shall disqualify the vendor or Contractor from responding to the subject invitation to bid, request for quote, request for proposal, invitation to negotiate or request for proposals and possible debarment for periods up to twelve (12) months. Any bidder, proposer or person substantially and adversely affected by an intended decision or by any term, condition, procedure or specification with respect to any bid, invitation, solicitation of proposals or request for qualifications, shall file with the Purchasing Department for St. Johns County, a written notice of intent to protest no later than seventy two (72) hours (excluding Saturdays, Sundays, and legal holidays for employees of St. Johns County) after the posting either electronically or by other means of the notice of intended action, notice of intended award, bid tabulation, publication by 3

15 posting electronically or by other means of a procedure, specification, term or condition which the person intends to protest, or the right to protest such matter shall be waived. The protest procedures may be obtained from the Purchasing Department and are included in St. Johns County s Purchasing Manual. All of the terms and conditions of the County s Purchasing Manual are incorporated by reference and are fully binding. PART II: INTRODUCTION A. Purpose: St. Johns County Purchasing Department on behalf of Tourist Development Council (TDC) is accepting sealed Request for Proposals packages from qualified and experienced firms to be considered for providing a strategic plan. B. RFP Contact Information for Questions: Any and all questions or requests for information relating to this Request for Proposal shall be submitted in writing by or before close of business (5:00PM) on Monday, May 23, Contact Information: Leigh Daniels, CPPB, Senior Buyer SJC Purchasing Department 500 San Sebastian View St. Augustine FL ldaniels@sjcfl.us Phone: (904) Fax: (904) Interested firms may not contact any staff member of St. Johns County, except the above referenced individual, with regard to this RFP as stated in SJC Purchasing Code Procedures Concerning Lobbying. All inquiries will be routed to the appropriate staff member for response. C. Addenda: Any and all clarifications, answers to questions, or changes to this RFP shall be provided through a County issued Addendum, posted on Any clarifications, answers, or changes provided in any manner other than a formally issued addendum, are to be considered unofficial and shall not bind the County to any requirements, terms or conditions not stated herein. The County shall make every possible, good faith effort to issue any and all addenda no later than seven (7) days prior to the due date for proposals. Any addenda issued after this date, shall be for material, necessary clarifications to the Request for Proposal. D. Due Date & Location: Packages submitted in response to this Request for Proposal must be delivered to, and received by the SJC Purchasing Department by or before four o clock (4:00PM) on Thursday, June 2, Any packages received after this deadline will be deemed unresponsive, and shall be returned to the addressee unopened. RFP Packages shall be delivered to: St. Johns County Purchasing Department 500 San Sebastian View St. Augustine, FL E. RFP Response Packaging Instructions: 1. To be considered, submit one (1) original and five (5) copies of the RFP proposal, which shall include all required documentation and any supplemental information. 2. RFP Packages must be in a SEALED envelope/container and clearly marked on the exterior of the package: RFP No: 16-39, Tourist Development Council (TDC) Strategic Plan. 3. Each package submitted must also have the respondent s company name and mailing address marked plainly on the exterior of the envelope/container. 4. For convenience, affix label, found at the end of this RFP document, to sealed envelope/container. F. Evaluation of Responses: All properly submitted RFP Packages shall be evaluated by an Evaluation Committee. Each Evaluation Committee Team Member will receive a set of all of the RFP Packages submitted, a copy of the RFP Document with all issued 4

16 Addenda, and an Evaluator s Score Sheet. The Team shall then evaluate each RFP Package according to the criteria described herein. Each Evaluation Team Member shall evaluate the RFP Packages individually, with no communication, coordination, or influence from any other Evaluation Team Member, or any other individual. Scores for each Respondent shall be recorded on the Evaluator s Score Sheet. A public Evaluation Meeting will be held by the SJC Purchasing Department to record the scores from each Evaluation Committee Member, and rank the firms scores highest to lowest. The County desires to avoid the expense to all parties of unnecessary presentations; however, the County may elect to conduct oral interviews or presentations from one or more of the respondents in order to make a final determination of the top rankings. If the County elects to conduct oral interviews or presentations, selected firms will be notified. All such presentations or interviews shall be open to the public. County Staff may consider any evidence available regarding financial, technical, other qualifications and abilities of a respondent, including past performance (experience) with the County prior to recommending approval of award to the St. Johns County Board of County Commissioners. The St. Johns County Board of County Commissioners reserves the right to reject any or all proposals, waive minor formalities or award to / negotiate with the firm whose proposal best serves the interest of the County. G. Evaluation Criteria: It is the intention of St. Johns County to evaluate, and rank the respondents that submit RFP Packages from highest to lowest utilizing the evaluation criteria listed below. Evaluation of the responses to this RFP will comply with the specific criteria as follows: Evaluation Criteria: Maximum Possible Points per Evaluator: A. Approach 30 B. Previous Experience 20 C. Pricing 20 D. Staff Qualifications & Resource 20 E. Quality of Submittal 10 Total Points Possible: 100 H. Contract Award: Recommendation shall be made to the Board of County Commissioners by County Staff to enter into negotiations with the highest ranked firm with the intention of coming to agreement over terms, conditions, and pricing in order to award a Contract for the services described herein. I. Contract Performance: At any point in time during the term of the Contract with the awarded Contractor, County Staff may review records of performance to ensure that the Contractor is continuing to provide sufficient financial support, equipment and organization as prescribed herein. The County may place said contract on probationary status and implement termination procedures if the County determines that a Contractor no longer possesses the financial support, equipment and organization which would have been necessary during the RFP evaluation period in order to comply with this demonstration of competency section. 5

17 PART III: GENERAL REQUIREMENTS A. Project Description: OVERVIEW The St. Johns County Florida Board of County Commissioners (BCC) is seeking proposals for a qualified and experienced professional firm to assist the St. Johns County Tourist Development Council (TDC) in their role as a tourism management organization, with the process of developing a five-year strategic plan beginning with the County s fiscal year 2017 which is October 1, The Tourist Development Council & The Tourist Development Plan The TDC is a nine-member advisory council to the BCC established under Florida s Local Option Tourist Development Act as defined in Florida Statutes, Chapter 125, Section St. Johns County ordinance as amended ( ) includes the County s Tourist Development Plan, describing how the County will use proceeds from the local option tourist development tax. The Tourist Development Plan adopted by the BCC provides broad direction for the County s tourist development initiative in four categories: Destination Marketing; Arts, Culture & Heritage; Leisure & Recreation; and, Administration & Special Uses. In accordance with the state statute, t h e TDC does from time to time, make recommendations to the BCC for the effective operation of the special projects or for uses of the tax revenue. Other than above, statutory responsibilities of the TDC are minimal but include meeting quarterly, and reviewing expenditures of Tourist Development Tax revenue. The BCC may task the TDC with additional responsibilities as it sees fit. The Tourist Development Plan can be amended by the BCC. Substantial changes require an ordinance and must be approved by a super majority of the BCC. B. Scope of Work: The awarded firm will lead the TDC and tourism industry stakeholders in creating a strategic plan for guiding the responsible development and sustainable growth of tourism in St. Johns County over the next five years and serve to fill the gap between the broad parameters of the county s Tourist Development Plan and the more micro annual marketing plans prepared by the TDC s marketing agencies. In addition to including a Mission Statement, Core Values, Objectives, Goals, Tactics and steps to implementation, the Plan should: Prioritize key economic measurements and milestones to be used to determine success, Identify issues relating to insuring an authentic, quality visitor experience for the areas historical, cultural and natural assets, Provide considerations for workforce and community benefit, Clearly identify the mission statement, core values, objectives and goals for the TDC as well as tactics and steps to Plan implementation. The Plan should focus on addressing the: Quality of the visitor experience, Visitor related infrastructure services, Visitor expectations, Asset preservation for historical, cultural and natural assets, Visitor economic yields and tourism sustainability and 6

18 Workforce considerations. It is expected the vendor will identify and suggest additional issues for incorporation. 1. Design and Facilitate Workshops/Interviews. Provide the approach to be used in collecting research, identifying issues, assessing options and determining measures. A timeline for work to be accomplished should also be provided. It is expected that the vendor will identify stakeholders to include in a series of visioning workshops and/or interviews which should include but not be limited to: o County & municipal law enforcement and emergency services agencies o County, municipal and regional planning and transportation departments / organizations o Tourism industry groups (attractions, lodging, cultural, developer) o Community associations o TDC related marketing agencies o SJC TDC, Cultural Events and Leisure & Recreation and Economic Development key staff 2. Review and Incorporate Existing Data. The awarded firm will be expected to review existing documents including but not limited to: o City of St. Augustine Visioning Report (2014) o St. Johns County Tourism Master Plan (2010) o SJC Recreation & Leisure Master Plan (2008) o City of St. Augustine Beach Strategic Plan (2012/2015) o 2013, 2014, 2015 Voice of The Visitor research 3. Report Findings and Recommendations. Based on workshops, vendor expertise, and other information provided and gathered the vendor will report findings and initial plan recommendations to the TDC board.at a regularly scheduled TDC board meeting. 4. Develop and Present Final Plan. Taking into consideration the TDC Board s feedback, the vendor will compile a final plan which shall be presented to a joint meeting of the BCC and TDC in March Vendor will provide 16 hard copies of the Plan at the March 2017 meeting as well as one electronic version of the Plan. C. Sub-Consultants: If the Consultant elects to sub-contract with any firm, for any portion of the work, the Consultant shall be responsible for all work performed by any sub-contract and the Consultant shall not be relieved of any obligations under this Contract. Each Respondent shall submit a list of proposed sub-contracts to be used if awarded the contract. Each Respondent must complete Attachment A List of Sub-Consultants, and attach a copy of any and all licenses and certificates for each sub-contract listed and submit with each copy of the RFP Package. If no sub-contracts are proposed, so state there on. At any time, the County may, at its discretion, require any Respondent to submit all relevant data required to establish to the satisfaction of the County, the reliability and responsibility of the proposed sub-contracts to furnish and perform the work proposed. Prior to the award of the Contract, the County will notify the Respondent in writing if the County, after due investigation, has reasonable and substantial objection to any person or organization proposed as a sub-contract. The Respondent then may, at his option, withdraw his RFP Package, or submit an acceptable substitute at no increase in price. If the Respondent fails to submit an acceptable substitute within seven (7) days of the original notification, the County then may disqualify the Respondent, at no cost to the County. The County reserves the right to disqualify any Consultant, Contractor, Subcontractor, Vendor, or material supplier due to previously documented project problems, either with performance or quality. 7

19 Sub-contracts and other persons and organizations proposed by the Respondent and accepted by the County, must be used on the work for which they were proposed and accepted and shall not be changed except with the written approval of the County. PART IV: CONTRACT REQUIREMENTS A. Insurance Requirements: The CONTRACTOR shall not commence work under this Contract until he/she has obtained all insurance required under this section and such insurance has been approved by the COUNTY. All insurance policies shall be issued by companies authorized to do business under the laws of the State of Florida. The CONTRACTOR shall furnish proof of Insurance to the COUNTY prior to the commencement of operations. The Certificate(s) shall clearly indicate the CONTRACTOR has obtained insurance of the type, amount, and classification as required by contract and that no material change or cancellation of the insurance shall be effective without thirty (30) days prior written notice to the COUNTY. Certificates shall specifically include the COUNTY as Additional Insured for all lines of coverage except Workers Compensation and Professional Liability. A copy of the endorsement must accompany the certificate. Compliance with the foregoing requirements shall not relieve the CONTRACTOR of its liability and obligations under this Contract. Certificate Holder Address: St. Johns County, a political subdivision of the State of Florida 500 San Sebastian View St. Augustine, FL The CONTRACTOR shall maintain during the life of this Contract, Comprehensive General Liability Insurance with minimum limits of $1,000,000 per occurrence, $2,000,000 aggregate, to protect the CONTRACTOR from claims for damages for bodily injury, including wrongful death, as well as from claims of property damages which may arise from any operations under this contract, whether such operations be by the CONTRACTOR or by anyone directly employed by or contracting with the CONTRACTOR. The CONTRACTOR shall maintain during the life of the contract, Professional Liability or Errors and Omissions Insurance with minimum limits of $1,000,000, if applicable. The CONTRACTOR shall maintain during the life of this Contract, Comprehensive Automobile Liability Insurance with minimum limits of $300,000 combined single limit for bodily injury and property damage liability to protect the CONTRACTOR from claims for damages for bodily injury, including the ownership, use, or maintenance of owned and non-owned automobiles, including rented/hired automobiles whether such operations be by the CONTRACTOR or by anyone directly or indirectly employed by a CONTRACTOR. The CONTRACTOR shall maintain during the life of this Contract, adequate Workers Compensation Insurance in at least such amounts as are required by the law for all of its employees per Florida Statute In the event of unusual circumstances, the County Administrator or his designee may adjust these insurance requirements. B. Licenses, Permits & Fees: The Contractor shall be responsible for obtaining and holding any and all necessary licenses, permits, certifications required to perform the work described herein throughout the duration of the Contract. Payment of any fees or fines resulting in the lack of permits, licenses or certifications shall be the sole responsibility of the Contractor. C. Contract Agreement & Term: The intent of this RFP is to select the number one ranked firm through the evaluation process and to award a contract upon successful negotiations to that firm. It is anticipated the County will issue a professional services contract for the duration of the project. If awarded, the initial contract term shall be for a period of one (1) calendar year, providing satisfactory performance has been maintained by the Contractor, and availability of funding. The County reserves the right to extend or renew 8

20 the contract beyond these terms if it serves the best interest of the County. These contract renewals shall be contingent upon the availability of funds, satisfactory performance by the Contractor, and approval by the appropriate St. Johns County representatives. The County is under no obligation to exercise any of the available renewals. All renewals available under this contract are optional to the County. In the event that a Contract Agreement is attached to the RFP, such attached Contract Agreement is for discussion purposes only, and not necessarily reflective of any Contract that may be ultimately entered into by the County. In the event that a Contract Agreement is not attached to the RFP, it is expressly understood that the Board of County Commissioner s (Board s) preference/selection of any proposal does not constitute an award of a Contract Agreement with the County. It is anticipated that subsequent to the Board s preference/selection of any Proposal, Contract Negotiations will follow between the County and the selected Respondent. It is further expressly understood that no contractual relationship exists with the County until a Contract has been executed by both the County, and the selected Respondent. The County reserves the right to delete, add to, or modify one or more components of the selected Respondent s Proposal, in order to accommodate changed or evolving circumstances that the County may have encountered, since the issuance of the RFP. D. Governing Laws & Regulations: It shall be the responsibility of the Contractor to be familiar and comply with any and all federal, state, and local laws, ordinances, rules and regulations relevant to the services to be performed under this Contract. The Contract Agreement shall be governed by the laws of the State of Florida and the County both as to interpretation and performance. E. Termination: Failure on the part of the Contractor to comply with any portion of the duties and obligations under the Contract Agreement shall be cause for termination. If the Contractor fails to perform any aspect of the responsibilities described herein, St. Johns County shall provide written notification stating any and all items of non-compliance. The Contractor shall then have seven (7) consecutive calendar days to correct any and all items of non-compliance. If the items of noncompliance are not corrected, or acceptable corrective action, as approved by the County, has not been taken within the seven (7) consecutive calendar days, the Contract Agreement may be terminated by St. Johns County for cause, upon giving seven (7) consecutive calendar days written notice to the Contractor. In addition to the above, the County may terminate the Contract Agreement at any time, without cause, upon thirty (30) days written notice to the Contractor. F. Indemnification: To the fullest extent permitted by law, the Contractor shall indemnify and hold harmless St. Johns County, Florida, and employees from and against liability, claims, damages, losses and expenses, including attorney s fees, arising out of or resulting from performance of the Work, provided that such liability, claims, damage, loss or expense is attributable to bodily injury, sickness, disease or death, or injury to or destruction to tangible property (other than the Work itself) including loss of use resulting there from, but only to the extent caused in whole or in part by negligent acts or omissions of the Contractor, a Subcontractor, or anyone directly or indirectly employed by them or anyone for whose acts they may be liable, regardless of whether or not such liability, claim, damage, loss or expense is caused in part by a party indemnified hereunder. In claims against any person or entity indemnified under this Paragraph by an employee of the Contractor, a Subcontractor, any one directly or indirectly employed by them or anyone for whose acts they may be liable, the indemnification obligation under this Paragraph shall not be limited by a limitation on amount or type of damages, compensation or benefits payable by or for the Contractor a Subcontractor under workers compensation acts, disability benefits acts or other employee benefit acts. G. Trade Secrets: To invoke the provision of Florida Statute , Trade Secrets, or other applicable law, the requesting firm must mark each page of such document or specific portion of a document claimed to be a trade secret must be clearly marked as trade secret. All material marked as a trade secret must be separated from all non-trade secret material, such as being submitted in a separate envelope clearly marked as trade secret. If the office or department receives a public records request for a document or information that is marked and certified as a trade secret, the office or department 9

21 shall promptly notify the person that certified the document as a trade secret. To invoke the provisions of Florida Statute , Trade Secrets, or other applicable law, the requesting firm must complete an Affidavit for Trade Secret Confidentiality, signed by an officer of the company, and submit the affidavit with the information classified as Trade Secret with other proposal documents. The affidavit must reference the applicable law or laws under which trade secret status is to be granted. H. Public Records: In accordance with Chapter 119 of the Florida Statutes (Public Records Law) and except as may be provided by other applicable State and Federal Law, all proposers should be aware that Request for Qualifications and the responses thereto are in the public domain. However, the proposers are requested to identify specifically any information contained in their proposals which they consider confidential and/or proprietary and which they believe to be exempt from disclosure, citing specifically the applicable exempting law. I. Use of County Logo: Pursuant to, and consistent with, County Ordinance 92-2 and County Administrative Policy 101.3, the Contractor may not manufacture, use, display, or otherwise use any facsimile or reproduction of the County Seal/Logo without express written approval of the Board of County Commissioners of St. Johns County, Florida. PART V: REQUEST FOR PROPOSALS SUBMITTAL REQUIREMENTS A. Respondent Responsibilities: Respondents are responsible for any and all costs associated with developing and submitting an RFP Package in response to this Request for Proposals. Respondents are also solely responsible for any and all costs associated with interviews and/or presentations requested by the County. It is expressly understood, no Respondent may seek or claim any award and/or re-imbursement from the County for any expenses, costs, and/or fees (including attorneys fees) borne by any Respondent, during the entire RFP process. Such expenses, costs, and/or fees (including attorneys fees) are the sole responsibility of the Respondent. All RFP Packages received in response to this Request for Proposals shall become the property of St. Johns County and will not be returned. In the event of contract award, all documentation produced as part of the contract will become the exclusive property of St. Johns County. By submitting an RFP Package, each Respondent certifies that the proposer has fully read and understands any and all instructions in the Request for Proposals, and has full knowledge of the scope, nature, and quality of work to be performed. All RFP Packages submitted shall be binding for one hundred twenty (120) consecutive calendar days following the submittal due date. B. RFP Package Submittal Format: All RFP Packages must follow the same format, and shall be evaluated partially based on the Respondent s ability to follow the instructions herein. To receive points from evaluation, the RFP Package format must sufficiently address and demonstrate all required components, and follow the order of sections described below. The aim of the required format is to simplify the preparation and evaluation of the RFP Packages. The Quality of Submittal scoring for proposals will be based on the format, the organization, and the attention to detail. All RFP Packages must include the following components: Section Topic 1 RFP Qualification Cover Page 2 Cover Letter 3 Approach 4 Company Background 4 Previous Experience 10

22 6 Pricing 7 Staff Qualifications & Resource 8 Quality of Submittal 9 Administrative Information C. RFP Package Components: All of the components outlined below must be included with each copy of the RFP Package and submitted as follows: one (1) original and five (5) copies, a total of six (6) sets, on 8 1/2 X 11 pages, numbered, with headings typewritten with no smaller than 10 size font and sections and sub-sections identified appropriately. All documentation shall be exact order and format as shown below. No exceptions to this format will be accepted. The goal of the required format is to simplify the proposal preparation and evaluation process, and to ensure that all proposals receive the same orderly review. Respondents shall not include the St. Johns County Seal/Logo in any part of their submitted package. Should a package be submitted with the County s seal/logo included, the County reserves the right to find the submitting firm non-responsive to the requirements stated herein, which may result in the respondent being removed from consideration for award of a contract under this RFP. In order to insure a uniform review process and to obtain the maximum degree of comparability, it is required that proposals be organized in the manner specified as follows: Section 1: RFP Qualification Cover Page (Complete and Submit) Section 2: Cover Letter Provide a one or two page cover letter. Include the original signed cover letter with the original proposal and a copy of the cover letter with each copy of the proposal. No electronic signature will be accepted. The cover letter should include the following: The Respondent Company type (sole proprietorship, partnership, corporation, joint venture, etc.), Company name and business address must include location address of office that will administer this Contract All contact information, including name, title, phone number, fax number, address, and street address of any contact person(s) in Respondent s organization who will respond to questions regarding the submitted RFP Package Highlights of the Respondent s qualifications and ability to perform the project services Indicate whether bidder/proposer has ever filed an administrative or judicial action with any State agency or Stat court, and if so, what were the grounds/reasons, and what was the ultimate outcome? Section 3: Details of Approach Respondent should provide details on the approach to be used in collecting research, identifying issues, assessing options and determining measures. This section should include specific information on: The number of meetings to be held and the target audience of each meeting, A general description of intent for each meeting, An outline of how public meetings will be advertised, Approximate timeline for the project including estimated date of completion. The plan must be completed on or before March 17, Section 4: Company Background Provide the following information about your firm: Brief history of your firm describing expertise in strategy and planning in hospitality and tourism and also 11

23 knowledgeable in effective tactics and best practices. Section 5: Previous Experience Provide previous experience that the firm has successfully provided professional strategic planning projects for a minimum three (3) projects as the lead firm in the last five (5) years. The Respondent s project list can be as detailed as you would like, but at a minimum should include: (1) Company or client category; (2) Background information or situation analysis; (3) Approach; (4) Deliverables; (5) Identify the key participants involved and the role each of them played. Provide three references sufficient to independently establish the qualifications and expertise of the work teams assigned to this project. Include team bios which specifically list any experience with projects similar to one in this proposal. These references should include a contact name, phone, and dates of service. Section 6: Pricing In this section, respondent shall provide detail pricing and fees for service hourly rate, daily rate, travel included or additional, travel fee. Respondents may add to the list if needed. Section 7: Staff Qualifications & Resource Provide the experience of all staff members who will be assigned to St. Johns County s strategic planning project along with their professional credential and what their role will be on the team. Section 8: Quality of Submittal In the section the quality of submittal will be based on the format, the organization and the attention to detail of the respondents proposal. Section 9: Administrative Information Please include the following: Proper and valid licensing to conduct business in the State of Florida Proof of Liability Insurance and its limits Sub Consultant List - Attachment A Drug Free Work Place Form (Complete and Submit) Conflict of Interest Declaration (Complete and Submit) RFP Affidavit (Complete and submit) RFP Affidavit of Solvency (Complete and Submit) Acknowledged Addenda 12

24 PART VI: EVALUATORS S SCORE SHEET EXAMPLE ST. JOHNS COUNTY FLORIDA DATE: BOARD OF COUNTY COMMISSIONERS PROJECT: CRITERIA RANKING: A. B. C. D. E. F. Company Background Previous Experience Pricing Staff Qualifications & Resource Quality of Submittal Respondents TOTAL SIGNATURE OF RATER: PRINT NAME: DATE: 13

25 PART VII: ATTACHMENTS/FORMS REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN COVER PAGE SUBMIT ONE (1) ORIGINAL AND FIVE (5) COPIES TO: PURCHASING DEPARTMENT ST. JOHNS COUNTY 500 SAN SEBASTIAN VIEW ST. AUGUSTINE FLORIDA ATTN: Leigh Daniels, CPPB, Senior Buyer COMPANY NAME: DATE: 14

26 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN Company Name: Attachment A SUB CONSULTANT LIST In the space below, list all sub consultants proposed to provide primary divisions/disciplines of work for this project. (Use additional pages if needed) Company Name Division/Discipline Primary Contact Name Contact Number and Address 15

27 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN Company Name: St. Johns County Board of County Commissioners Drug-Free Workplace Form The undersigned firm, in accordance with Florida Statute hereby certifies that does: Name of Firm 1. Publish a statement notifying employees that the unlawful manufacture, distribution, dispensing, possession or use of a controlled substance is prohibited in the workplace and specifying the actions that will be taken against employees for violations of such prohibition. 2. Inform employees about the danger of drug abuse in the workplace, the business policy of maintaining a drugfree workplace, any available drug counseling, rehabilitation, employee assistance programs and the penalties that may be imposed upon employees for drug abuse violations. 3. Give each employee engaged in providing the contractual services that are described in St. Johns County s request for proposals to provide bond underwriter services a copy of the statement specified in paragraph In the statement specified in paragraph 1, notify the employees that, as a condition of working on the contractual services described in paragraph 3, the employee will abide by the terms of the statement and will notify the employer of any conviction of, or plea of guilty or nolo contendere to, any violation of Florida Statute 893, as amended, or of any controlled substance law of the United States or any state, for a violation occurring in the workplace no later than five (5) days after such conviction or plea. 5. Impose a sanction on, or require the satisfactory participation in a drug abuse assistance or rehabilitation program if such is available in the employee s community by, any employee who is so convicted. 6. Consistent with applicable provisions with State or Federal law, rule, or regulation, make a good faith effort to continue to maintain a drug-free workplace through implementation of paragraphs 1 through 5. As the person authorized to sign this statement, I certify that this firm complies fully with the above requirements. Signature Date 16

28 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN Company Name: St. Johns County Board of County Commissioners CONFLICT OF INTEREST DECLARATION for (Name of firm/organization) 1 Do you, your immediate family, or your business partner have financial or other interests in St. Johns County or the recipient(s) of the proposed services? 2 Have gratuities or anything of monetary value been offered or exchanged between you, your immediate family, or your business partner and any employee of SJC? 3 Within the last 24 months, have you been employed by, or do you plan to seek or accept future employment with, SJC or the recipient(s) of the proposed services? 4 Are there any other conditions which may cause a conflict of interest? If you checked yes after any of the above questions, please explain your answer. Please attach additional sheets as necessary. YES NO I declare that my answers and any related explanation(s) are true, correct and complete to the best of my knowledge and belief, and I will notify SJC s Purchasing Manager in writing in the event of any change affecting such correctness or completeness. Name Title Company Date 17

29 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN AFFIDAVIT TO: ST. JOHNS COUNTY BOARD OF COUNTY COMMISSIONERS ST. AUGUSTINE, FLORIDA At the time the proposal is submitted, the Respondent shall attach to his proposal a sworn statement. The sworn statement shall be an affidavit in the following form, executed by an officer of the firm, association or corporation submitting the proposal and shall be sworn to before a person who is authorized by law to administer oaths. STATE OF COUNTY OF. Before me, the undersigned authority, personally appeared who, being duly sworn, deposes and says he is (Title) of (Firm) the respondent submitting the attached proposal for the services covered by the RFP documents for RFP No: 16-39, Tourist Development Council (TDC) Strategic Plan. The affiant further states that no more than one proposal for the above referenced project will be submitted from the individual, his firm or corporation under the same or different name and that such respondent has no financial interest in the firm of another respondent for the same work, that neither he, his firm, association nor corporation has either directly or indirectly entered into any agreement, participated in any collusion, or otherwise taken any action in restraint of free competitive bidding in connection with this firm s proposal on the above described project. Furthermore, neither the firm nor any of its officers are debarred from participating in public contract lettings in any other state. (Proposer) By STATE OF ) COUNTY OF ) (Title) Subscribed and sworn to before me this day of, 20, by who personally appeared before me at the time of notarization, and who is personally known to me or who has produced as identification. Notary Public My commission expires: VENDOR ON ALL COUNTY PROJECTS MUST EXECUTE AND ATTACH THIS AFFIDAVIT TO EACH PROPOSAL. REQUEST FOR PROPOSALS (RFP) NO:

30 TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN AFFIDAVIT OF SOLVENCY PERTAINING TO THE SOLVENCY OF {insert entity name}, being of lawful age and being duly sworn I, {insert affiant name}, as {insert position or title} (ex.ceo, officer, president, duly authorized representative, etc.) hereby certify under penalty of perjury that: 1. I have reviewed and am familiar with the financial status of above stated entity. 2. The above stated entity possesses adequate capital in relation to its business operations or any contemplated or undertaken transaction to timely pay its debts and liabilities (including, but not limited to, unliquidated liabilities, unmatured liabilities and contingent liabilities) as they become absolute and due. 3. The above stated entity has not, nor intends to, incur any debts and/or liabilities beyond its ability to timely pay such debts and/or liabilities as they become due. 4. I fully understand failure to make truthful disclosure of any fact or item of information contained herein may result in denial of the application, revocation of the Certificate of Public Necessity if granted and/or other action authorized by law. The undersigned has executed this Affidavit of Solvency, in his/her capacity as a duly authorized representative of the above stated entity, and not individually, as of this day of, 20. STATE OF ) Signature of Affiant COUNTY OF ) Subscribed and sworn to before me this day of, 20, by who personally appeared before me at the time of notarization, and who is personally known to me or who has produced as identification. Notary Public My commission expires: PART VIII: OPTIONAL CHECKLIST 19

31 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVELOPMENT COUNCIL (TDC) STRATEGIC PLAN SECTION ATTACHMENT NAME CHECK BOX Section 1 RFP Qualification Cover Page Section 2 Cover Letter Section 3 Company Background Section 4 Previous Experience Section 5 Pricing Section 6 Staff Qualifications & Resource Section 7 Quality of Submittal ST. JOHNS COUNTY USE Section 8 Administrative Information (include the following): Proper and Valid Licensing for conducting business in State of FL Proof of Liability Insurance and Limits Sub Consultant List Attachment A Drug Free Work Place Form Conflict of Interest Declaration RFP Affidavit RFP Affidavit of Solvency Acknowledged Addenda PART IX: SEALED BID MAILING LABEL 20

32 REQUEST FOR PROPOSALS (RFP) NO: TOURIST DEVLOPMENT COUNCIL (TDC) STRAGTIC PLAN Cut along the outer border and affix this label to your sealed bid envelope to identify it as a "Sealed Bid" SEALED BID DO NOT OPEN SEALED BID NO.: RFP BID TITLE: Tourist Development Council (TDC) Strategic Plan DUE DATE/TIME: By 4:00PM April 14, 2016 SUBMITTED BY: Company Name Company Address Company Address DELIVER TO: St. Johns County Purchasing Department ATTN: Leigh Daniels, CPPB 500 San Sebastian View St St. Augustine FL END OF DOCUMENT 21

33 TDC Regular Meeting April 18, 2016 Agenda Item 8 Admin & Special Uses Update Tera Meeks RFP for Chamber of Commerce New Development Plan (Action Required) As part of the current contract between St. Johns County Chamber of Commerce and St. Johns County the chamber shall develop a new development plan for a destination relevant visitor experience. The Chamber is requesting funding assistance of $48,000 from the Tourist Development Council. Funding is available from the Admin and Special Uses FY16 budget.

34 Request For Proposal Research Supplier

35 Request for Proposal for New Product Development Plan for Destination Visitor Experience Project Objective: Utilizing visitor research tools, community focus groups, charrettes (residents & businesses) and other methods, Research Supplier will define and evaluate the current visitor experience from the visitor perspective and develop a New Product Development plan for a destination-relevant visitor experience. Task Analysis: The new produce development plan should take into consideration the two primary visitor types (leisure & group/meetings) which make up the majority of the Ponte Vedra Beach visitor population. Consideration should be given to existing and future multi-generational influences (millennials) within the visitor types as well as current trending impacts for immersive local experiences, authenticity, and social / cultural interaction between visitors and locals. The Plan should promote visitor industry sustainability, cultural vibrancy, economic activity and job creation whenever possible. The Plan shall be a detailed step-by-step plan for defining the existing visitor experience and developing a new visitor related product model for review. Suggested Methodology or Approach: Research supplier shall meet with SJC Chamber and Ponte Vedra Beach representatives to review stated RFP. Visitors and locations for surveying must be targeted. Survey questions to be discussed, and proposed by Research supplier. Upon completion of discussions, timeline to be proposed by Research supplier.

36 Deliverables: Research supplier will make a presentation of its findings and recommendations. The presentation, its findings and recommendations will also be provided in document form. To the extent possible, the plan should identify elements of the aspirational brand visitor grouped by type of likely providers (government, private business, public/private, etc.). Include in the strategic plan, desired support from the Destination Marketing, Arts, Culture & Heritage, Leisure & Recreation and Cultural Divisions of the St. Johns County s Tourist Development Department. Provide quarterly (TBD) progress updates. Timeline: Research supplier shall be selected by January 11, 2016 Determining the Methodology or Approach shall be completed by September, Deliverables shall be completed by April, Response Preparation and Format: Contact information for the Research Supplier Responses to RFP should be complete, concise, and meet the requirements of the RFP. Responses will not be accepted after December 15, In addition to the response documents, formal presentations may also be requested. Financial Budget and payment schedule to be included in response to RFP.

37 TDC Regular Meeting April 18, 2016 Agenda Item 9 Arts, Culture & Heritage (SJCC) Monthly Report/Update Andy Witt (Information Only)

38

39 Brand Objectives Generate awareness as unique cultural destination Increase overnight stays Create a pipeline: Interest visit return Measure/track results Target Audience Focus: The Cultural Traveler Affluent women and families New and past overnight visitors Enhance the visitor experience

40 Uncovering The Brand Idea Come experience the many sides of Florida s Historic Coast.

41 The Pennants Marks the Historic Coast as a cultural destination Series of pennants symbolizes the diversity of cultural offerings Pennants appear in templates, print pieces, online ads Use physical flags to identify cultural places and events

42 Media Advertising Cost-effective media to grow awareness and visits for outside St Johns County Predominantly digital due to efficiency, effectiveness and measurability Behavioral, contextual and search re-targeting campaigns Traditional media at key periods throughout year Media vehicle testing based on performance metrics

43 Media Strategies Geo-targeting by Market Tier Custom campaign plans by tier Continuity levels by tier

44 Public Relations Strategies Gain positive media coverage of ACH offerings Generate publicity for ACH events Build cultural destination media kit and list Regular news releases/media pitches and calendar announcements about ACH offerings Maximize tourism partnerships with the VCB, VISIT FLORIDA, etc. Assist or host individual media and/or those on tourism partner FAM trips

45 PR Measurement and Analytics Tracking: Unique URLs in press releases Media placements about ACH organizations Measuring: ACH-specific media impressions about the cultural tourism destination Number of media assisted in exploring the ACH offerings media visits, FAMs, etc.

46

47 450 th Celebration FY Year in Review

48 Theme: The 450 th Celebration FY Year in Review HIGHLIGHTS Used digital advertising NPR Print ads Promoted the 450 th via cultural assets of the region: Media Advertising Public Relations Digital Social Media

49 FY Marketing Results FY Year in Review Monthly monitoring of key marketing data and digital analytics Highlights include: Earned Media Impressions Paid Media Impressions Media Placement Digital Performance Journey Year End 450 th Year End 100 th Ntl Parks Projected Goals Paid Media Impressions (Adv. ) 43,473,224 52,085,877 52,000,000 Earned Media Impressions (PR) 317,406, ,966, ,000,000 PR Placements Website Visits 28,972 61,063 70,000 Traffic to ACH Sites Buy Ticket Clicks n/a

50

51

52 450 th PBS Spot and Culture Around Every Corner Videos FY Year in Review Created a 450 th 30 sec. TV spot which aired on PBS in Atlanta in July and August, 2015 Videos on Historic Coast Culture social media sites and website Developed four videos about St. Johns County Cultural Assets Music, Concerts &Festivals Visuals Arts The Neighborhoods Culture, Heritage and History

53

54 Public Relations: Targeted media outreach PUBLIC RELATIONS FY Year in Review FAM trip 5 travel writers in October experienced Historic Coast Culture Writers generated 41MM media impressions Other Key placements The Pivotal Black History of St. Augustine Florida on The Huffington Post travel blog Nation s Oldest city Celebrates 450 th Birthday in Chicago Tribune Celtic Music & Heritage Festival listing on USAToday.com

55 HistoricCoastCulture.com FY Year in Review VISITS up 113% HHC site HHC mobile site Mobile site

56 HistoricCoastCulture.com Oct 1, 2014 Sept 30, 2015 DIGITAL ANALYTICS FY Year in Review Including Mobile Site visits Result compared to FY Site visits up 113% Page views up 144% Time on site up 51% New visits up 105% Returning visitors up 150%

57 Monthly Visits ACTUAL FY = 5, Goal=3200 visits/mo. DIGITAL ANALYTICS FY Year in Review VISITS to the HHC site or HHC mobile site. FY Total visits 61,802 Average monthly visits 5,119 FY Actual visits 28,972 Aver monthly site visits 2,415

58 Oct 1, 2015 to Mar 15, 2016 Mid-Year Results FY Year in Review Monthly monitoring of key marketing data and digital analytics Highlights include: Earned Media Impressions Paid Media Impressions Media Placement Digital Performance 450 th Year End 100 th Ntl Parks Mid-Year Results 100 th Ntl Parks Projected Goals Paid Media Impressions thru Feb 2016 (Adv. ) 52,085,877 21,069,917 52,000,000 Earned Media Impressions (PR) 365,966, ,705, ,000,000 PR Placements Website Visits 61,063 27,761 70,000 Traffic to ACH Sites Buy Ticket Clicks

59 Website Traffic = 27,761 Oct 1, 2015 to Mar 15, Mid-Year Review Website visits Traffic diversity Media adv. newsletter Organic search Direct entry Social - Facebook Referral - other sites

60 Website Visits Oct 1, 2015 to Mar 15, 2016 FY Mid Year Review Oct 1 Mar 15th Desktop Site traffic + Mobile site traffic HistoricCoastCulture.com Total traffic to date 27,761 Traffic from site to ACH sites 212 Buy ticket clicks 193

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62 :15 sec NPR Spots MEDIA FY Mid Year Review NPR runs in 3 Tiers Lincolnville Festival Florida s Historic Coast presents St. Augustine s thirtysixth annual Lincolnville Festival, November fourteenth and fifteenth. Enjoy a weekend-long celebration honoring the historic Lincolnville community, which was founded by freed slaves in eighteen-sixty-six. Details at Historic-coast-culture-dot-com. Culture Around Nights of Lights Celebrate the season with all of the arts, heritage, and cultural festivities keeping Florida s Historic Coast aglow from day to night during the Nights of Lights celebration. November twenty-first through January thirty-first in St. Augustine. For details, visit historic-coast-culture-dot-com.

63

64 Facebook SOCIAL MEDIA FY Year in Review Ramped up in Today Likes up 360% since January 2015

65 Historic Coast Culture Facebook page SOCIAL MEDIA ANALYTICS FY Mid Year Review Total Likes up 360 % since Jan 2015 Up +1100% since Sept 2014

66 Pinterest 3.8k likes, 294 Followers Avg. Daily Impressions SOCIAL MEDIA FY Mid Year Review Most viewers in the US are from Orlando- Daytona Beach area, Atlanta, and Tampa St. Pete

67 Instagram 5,421 Followers SOCIAL MEDIA FY Mid Year Review Ranked top 10 in St. Augustine for number of followers

68 Public Relations Results To Date PUBLIC RELATIONS FY National Parks Oct 1, 2015 March 16, 2016 YTD Impressions = 119,705,403 YTD Placements = 58

69 100 th Anniversary National Parks FIND YOUR PARK PUBLIC RELATIONS FY Mid Year Review FAM trip Feb 28-March 2, travel writers in experienced Historic Coast Culture with a focus on St. Johns County s two national parks: Castillo de San Marcos Fort Matanzas

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72 100 th Anniversary National Parks FIND YOUR PARK FY National Parks Additional Events: June 9: Plein Air Juried Art Show at the Lightner June 10-August 31: America s Parks Exhibition at the Lightner Week of August 22 nd events (TBD) August 25: Centennial Celebration

73 100 th Anniversary National Parks FIND YOUR PARK FY National Parks Celebrate the Castillo de San Marcos Storytelling content WJCT walk-through video Create 30 sec spot Guidebook app Launch at Centennial Celebration, August 25th

74 FY Looking Ahead The Flagler Era: Experience The Gilded Age

75 FY Flagler s Era: The Gilded Age FY Experience The Gilded Age Experience the elegant lifestyle, the stories, people, architecture, theater, music, art, heritage, restaurants and cuisine of this extraordinary era.

76 FY Experience Flagler s Era: The Gilded Age FY Experience The Gilded Age Key Events to date: TBD: Special events, gallery shows, walking tours, guided tours, reenactments and activities throughout St. Johns County Dressing Downton Exhibit, Lightner Museum, Oct. 2017

77 TDC Regular Meeting April 18, 2016 Agenda Item 9 Destination Marketing Update Richard Goldman (Information Only)

78 VCB Report to the Tourism Development Council April 18, 2016

79 Smith Travel Research February 2016 Occupancy (%) FY 2016 Running 12 Months Dec Jan Feb This Year Last Year Percent Change ADR FY 2016 Running 12 Months Dec Jan Feb This Year Last Year Percent Change RevPAR FY 2016 Running 12 Months Dec Jan Feb This Year Last Year Percent Change Supply FY 2016 Running 12 Months Dec Jan Feb This Year 177, , ,468 2,066,218 2,070,815 2,091,784 Last Year 177, , ,440 2,040,652 2,066,218 2,070,815 Percent Change Demand FY 2016 Running 12 Months Dec Jan Feb This Year 111, , ,029 1,230,630 1,312,112 1,395,735 Last Year 104, , ,479 1,209,274 1,230,630 1,312,112 Percent Change Revenue FY 2016 Running 12 Months Dec Jan Feb This Year 13,380,934 13,316,616 14,983, ,104, ,655, ,364,566 Last Year 11,778,056 12,002,387 13,648, ,942, ,104, ,655,988 Percent Change Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

80 Smith Travel Research February 2016 Current Month February 2016 vs February 2015 Occ % ADR Percent Change from February 2015 Room Occ ADR RevPAR Rev Hillsborough County, FL Nassau County, FL Pinellas County, FL St Johns County, FL Charleston, SC Jacksonville, FL Myrtle Beach, SC Orlando, FL Sarasota-Bradenton, FL Savannah, GA Fort Walton Beach, FL Daytona Beach, FL Zip Code Zip Code Zip Code Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

81 Bed Tax Collections January (Net Collections) $ 694,843 11% YTD Net Collections January $ 2,642,060 14% YTD Collections by Area January January YTD Anastasia Island and St. Augustine Beach (32080) 31% 27% Ponte Vedra Beach (32082) 22% 22% St. Augustine, Vilano and North Beach (32084) 36% 39% St. Augustine Shores/South/207 (32086) 0.7% 0.5% World Golf Village and west of I-95 (32092) 9% 9% I-95&SR 16/Palencia (32095) 1% 2% Other 0.4% 0.5%

82 Website Dashboard 82,335 Visitors to the Site March -6% 552,059 Visitors to the Site FYTD -4% 290,438 Page Views in March -21% 1,926,778 Page Views FYTD -13%

83 VIC Visitation March 2016 SJCC PVBD Visitor & Information Center % of Total March 2016 March 2015 Visitors FYTD YTD FY 2015 Total 2015 Total Visitors % City of St. Augustine Downtown Visitors Center % of Total March 2016 March 2015 Visitors FYTD YTD FY 2015 Total 2015 Total Visitors 58,693 52,673 89% 273, , ,457 St. Augustine Beach Visitors Center % of Total March 2016 March 2015 Visitors FYTD YTD FY 2015 Total 2015 Total Visitors 5,777 5,178 9% 18,682 18,999 40,287 Jacksonville Airport Visitor Information Center % of Total March 2016 March 2015 Visitors FYTD YTD FY 2015 Total 2015 Total Visitors 1,024 1,070 2% 5,175 4,731 9,740 Total Inquiries at Visitors Centers March 2016 March 2015 FYTD FY 2015 YTD Total ,580 58, , , ,095

84 Departmental Reports

85 Social Media February 2016 Social Media YOY Change Facebook Fans added In February 6,767 Total Facebook Fans 404,969 17% Facebook Impressions 3,619,705 Engagement 99,930 Reach 899,045 Twitter Twitter Followers 6,322 34% Twitter Impressions 94,022 Instagram Instagram Followers 5, % Instagram Impressions 115,626 YouTube Views To Date 182,978 59%

86 Communications Summary February FYTD FYTD 15 Total Impressions 178,686,826 9,025,888,375 2,836,027, % VCB Initiated Stories % in publication or broadcasted

87 Sales Measurement Summary March YTD YTD % Actual vs Goal Solicitation s/Calls % Total Leads Distributed % Lead Room Nights 8,921 50,954 45% 2nd Quarter YTD Quarterly % Actual vs. Goal Wholesale Room Nights 1,012 50,434 37% **Wholesale Room Nights are reported quarterly.

88 Promotions Database Marketing: e Newsletter Monthly publication to 90,000+ subscribers Apr/May issue feature story The PLAYERS Florida s Birding and Photo Fest GTM NRR Apr. 27 May 1 World renowned teaching professionals; 600+ participants Over $500,000 economic impact Pets Welcome Here syndicated TV program features FHC Shot on location; late May airing in 18 top eastern US markets Pre summer destination awareness promos statewide Mar Aug» Getaway Giveaway radio promos in Orlando, Jax, Tampa

89 Florida s First Coast of Golf February 2016 (FL Sports Foundation Model - tracks direct and wholesale bookings) Feb-16 Feb-15 % Change Rooms 1,887 1,736 9% Rounds 4,440 4,084 9% 2016 YTD 2015 YTD % Change Rooms 3,409 3,606-5% Rounds 8,022 8,484-5% Feb-16 Feb-15 Precipitation " Feb-16 Feb-15 Temperature Website Traffic Feb-16 Feb-15 % Change 5,422 3,600 51% 2016 YTD 2015 YTD % Change 10,674 7,560 41% *Monthly percentage change calculated by adding totals from FFCG Co-op Landing Pages on a separate tracking account.

90 CEO s Comments Conducted Annual Tourism Advisory Workshop Adding Frontier flights support marketing (Adv., Sales, Promo) Attended Air Canada service launch Monitoring progress and promoting countywide Aug Sept promo programs for 2016 Initiated attractions attendance reporting system: February +3.5% YTD +5.5% (Based on 10 reporting attractions) Annual VCB State of the Tourism Industry Report May 18 Tourism update, research review, business forecast, featured speakers Renaissance Resort WGV; attendees Facilitating discussions about supplemental transit between beaches and historic district