PASCO COUNTY TOURIST DEVELOPMENT COUNCIL April 19, 2017, 10:30 a.m. West Pasco Government Center New Port Richey, FL TABLE OF CONTENT.

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1 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL April 19, 2017, 10:30 a.m. West Pasco Government Center New Port Richey, FL TABLE OF CONTENT Content Page TDC Agenda 2 Adoption of Minutes 3 TDC Minutes April 19, TD Special Event Marketing Program Applications FY 17/18 14 TD ATT 1 Special Event Marketing Program Applicant Score Chart 19 TD ATT 2 Cotee River Bike Fest Score and Summary, and Application 20 TD ATT 3 San Antonio Rattlesnake Festival Score and Summary, and Application 32 TD ATT 4 Florida Bug Jam Score and Summary, and Application 45 TD ATT 5 Pigs in Z'Hills BQQ & Blues Fest Score and Summary, and Application 75 TD ATT 6 Kumquat Festival Score and Summary, and Application 100 TD ATT 7 Chasco Fiesta Score and Summary, and Application 114 TD Florida Hospital Center Ice (FHCI) Advertising Opportunity 142 TD ATT 1 Events Report TD ATT 2 FHCI Sponsorships Opportunities (Advertising Opportunities) TD Office of Tourism Development Report TD ATT 1 Projects Report 157 TD ATT 2 Quarterly Report 162 1

2 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL July 19, 2017, 9:30 a.m. Historic Courthouse Dade City, FL Tourist Development Council Members The Honorable Kathryn Starkey Chairman, BCC The Honorable Chopper Davis Councilman, City of New Port Richey Adam Friedrich Holiday Inn Express & Suites Trinity Piyush Mulji Hampton Inn Dade City / Zephyrhills The Honorable Camille Hernandez Vice Chair, Mayor, City of Dade City Lisa Roberts Brill Homewood Suites Tampa/Port Richey Thomas Dempsey Saddlebrook Resort Adam Sala Treehoppers Aerial Adventure Park Curtis Beebe Restaurateur AGENDA 1. CALL TO ORDER 9:30 a.m. 2. Invocation, Pledge of Allegiance 3. Roll Call 4. Public Comment 5. Adoption of Minutes a. TDC Minutes April 19, Welcome & Introduction of New TDC Member, Lisa Roberts Brill 7. Special Event Marketing Program Applications FY 17/18 TD Proposal to advertise at the Florida Hospital Center Ice TD Tourism Office Report TD Board Member Comments 11. Adjournment Next Meeting: August 16, 2017 West Pasco Government Center, New Port Richey 2

3 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL REGULAR MEETING ANNOTATED MINUTES APRIL 19, 2017 PREPARED IN THE OFFICE OF PAULA S. O NEIL, CLERK & COMPTROLLER THE MINUTES WERE PREPARED IN AGENDA ORDER AS PUBLISHED AND NOT IN THE ORDER IN WHICH THE ITEMS WERE HEARD 10:30 A.M. WEST PASCO GOVERNMENT CENTER, BOARD ROOM 1 ST FLOOR 8731 CITIZENS DRIVE, NEW PORT RICHEY, FL Tourist Development Council Members The Honorable Kathryn Starkey Chairman, BCC The Honorable Chopper Davis Councilman, City of New Port Richey Adam Friedrich Holiday Inn Express & Suites Trinity Piyush Mulji Hampton Inn Dade City / Zephyrhills The Honorable Camille Hernandez Vice-Chair, Mayor, City of Dade City John Heather Saint Leo University Thomas Dempsey Saddlebrook Resort Adam Sala Treehoppers Aerial Adventure Park Curtis Beebe - ABSENT Restaurateur 1. Call to Order Chairman Chairman Starkey called the meeting to order at 10:36 a.m. TDC 04/19/2017 Page 1 of 11 3

4 2. Invocation, Pledge of Allegiance Ms. Donalee Schmidt, Deputy Clerk, gave the invocation and led the Pledge of Allegiance to the Flag. 3. Roll Call Ms. Schmidt called the roll. Mr. Curtis Beebe was absent. 4. Public Comment Mr. Gary Beck, Killer B Promotions, spoke regarding the Professional Bowlers Association Senior Tour. He reported the event had been increased to a six day event and added a PBA 60 Event which was a separate competition for senior bowlers. Next year they planned to expand the event to eight days. The Pasco County Florida Open event was going well. He looked forward to working with the TDC in the future. 5. Adoption of Minutes a. TDC Minutes January 18, 2017 Chairman Starkey requested a motion to approve the minutes. Motion to approve the minutes from January 18, 2017; motion carried. 6. Welcome & Introduction of New TDC Members Kathryn Starkey Chairman Starkey welcomed the new TDC Members. Each of the TDC Members introduced themselves and spoke briefly regarding their background. Chairman Starkey spoke regarding the International Growing Global events held this morning in Lutz. She thanked the Council for starting the meeting later this morning. 7. Sunshine Law Discussion Elizabeth Blair TD Mr. Elizabeth Blair, Senior Assistant County Attorney Office, explained she had served as the Counsel to the TDC since She referred to information provided to the TDC 04/19/2017 Page 2 of 11 4

5 members and gave an extensive review of the Sunshine Law, Public Records Law and the Code of Ethics. She explained that at any time when a Council Member ran into a situation where they felt unsure that they were to contact her and she would help them. Key points discussed included never accept anything from anyone if it was for the purpose of influencing their vote, voting conflicts of interest, that all meetings were required to be held in the Sunshine, notice requirements, dialogue between two or members outside of the meeting pertaining to matters that would come before the TDC for a vote, the Sunshine Law did not apply to the TDC Members when talking to someone on another Board such as the Board of County Commissioners, that public records were any document that was made furtherance of government business, personal notes were not public records, Staff was the custodian of the public records for the Council Members, and . This item was for information only; no action was taken. 8. Wayfinding Presentation TD Mr. Richard Gehring, Strategic Policy Administrator, explained the item and spoke regarding trail and pedestrian/bike movement. The commitment was up to $100, He noted the County wanted to create a design criteria which would give them a unified image. Ms. Paula Baracaldo, Office of Government Affairs, and Ms. Lauren St. Martin, Public Communications Specialist, gave an extensive presentation to the TDC regarding wayfinding. Ms. Baracaldo defined wayfinding and spoke regarding the need to assist tourists and residents to find their way around the County to provide a warm and friendly environment for those coming into the County, the scope of services was split into two phases, Phase 1 would concentrate on a county wide design standards and Phase 2 would focus on the implementation and location of those items, the ongoing parallel project located on the U.S. 19 Corridor from Hernando to Pinellas; the specific features of the project, funding through grants, and the need for a uniform cohesive look. She reviewed an overlay study and explained they were recommending the creation of a unifying and recognizable theme at entry points through the County, developing a cohesive signage plan for the County along with recommendations on key amenities and assets, Ordinance requirements, the goals of the plan, the promotion of key destinations and a signage system that would help people navigate around the County and trails. Ms. St. Martin explained they wanted a signage package that would give them a sense of where you were within the County. Each area of the County had its own identities so the signage plan would be the overall umbrella for the County. Each area would have TDC 04/19/2017 Page 3 of 11 5

6 their own components within the same design scheme. She reviewed the specific funding amounts set aside in the Tourism Development Plan, that the gateway signs located on U.S. 19 would be funded by the Office of Tourism Development, and possible grants. She reviewed wayfinding designs and displayed several examples from other areas. Chairman Starkey spoke regarding the Harbors West Market Re-Development Plan and spoke regarding the area. The business community was trying to beautify U.S. 19. Discussion followed between the Council Members and Staff regarding previously allotted monies; the implementation process; colors used; the trail system signage; a feeling the process was moving too slow; the bike hub was a separate project; the nature center and trails; Florida Statute requirements for funding; the process to be followed; the funding amounts; this was an expensive investment; the timing; an objection that hotel money would be used for this project; the importance of branding; the function of the Council; and the funding was part of the approved strategic Tourism Plan. Mr. Heather stated for the record he was part of a tourism strategic consulting group and would abstain from the vote due to a conflict of interest. Motion to approve funding up to $100, and to shorten the timeframe; motion carried with Mr. Dempsey and Councilman Davis voting nay, and with Mr. Heather abstaining from the vote due to a conflict of interest. Chairman Starkey noted donations could be accepted for the signage. 9. Request for Visitor Profile Study TD Mr. Richard Gehring, Strategic Policy Administrator, stated they did not have an adequate database to guide the investment of tourism dollars to their visitors. Ms. Lauren St. Martin, Public Communication Specialist, spoke regarding the visitor profile study and requested approval to move forward with the study. Discussion followed that visitor studies should be done on a consistent basis; exit surveys done by hoteliers; and tracking day visitors. Ms. Consuelo Sanchez, Project Coordinator III, spoke regarding conversations with the Tourism Director in Citrus who had recently completed a visitor profile. Mr. Heather stated for the record he was part of a tourism strategic consulting group and would abstain from the vote due to a conflict of interest. TDC 04/19/2017 Page 4 of 11 6

7 Motion to approve Staff s recommendation; the motion carried with Mr. Heather abstaining from the vote due to a conflict of interest. 10. Event Funding Program Update TD Ms. Lauren St. Martin, Public Communication Specialist, explained Staff was developing a step-down program so that anyone who had received funding from the TDC would go into the step-down process moving forward. She reviewed the information distributed regarding the eligibility and funding requirements. On the first year of the event s stepdown program, they would recommend the event receive 75 percent of what was received in the third year of funding. The next year the funding would be 50 percent of the prior year, and then up to 25 percent. This would allow the events coming in a six year program. She noted they did not want to get rid of events that could potentially seek other locations for a national or regional competition. This was more for local events that wanted to get started. Discussion followed regarding how would they determine the lack of effectiveness of the funding of these events; verification of the effectiveness; post event reports; the TDC money was intended to be seed money; possible unintended consequences; specific events; that the events depended upon this funding; concerns with the recommended percentages of the step-down program; the recommendation was too aggressive; the events were told there would be a step-down program and that they would need to prepare and seek other sponsorships; and the graph displayed. Motion to approve a step-down program, with the first year to be 90 percent, the second year 75 percent, the third year 60 percent and the fourth year 40 percent, with the event being ineligible after the fourth year. Discussion followed regarding the language of the motion; bed nights produced; the ROI; hotel nights generated by Chasco; they were not attracting new clientele; marketing to new events; the need to be more professional; and other possible percentages. Motion amended for the percentages to be 80 percent the first year, 60 percent the second year, and 40 percent the third year; motion carried. Ms. Consuelo Sanchez, Project Coordinator III, noted the item would go to the Board of County Commissioners for final approval. TDC 04/19/2017 Page 5 of 11 7

8 11. Tourism Office Report TD Mr. Richard Gehring, Strategic Policy Administrator, reviewed the information provided. Ms. Lauren St. Martin, Public Communication Specialist, reported on Facebook and the Visit Pasco website. She noted SAFFIRE had won the bid and spoke extensively regarding the website. Ms. Consuelo Sanchez, Project Coordinator III, provided the sports update. Staff worked closely with the Tampa Bay Sports Commission. She spoke regarding the Dick s Tournament, the scheduled floor hockey event that would be hosted at Florida Hospital Center Ice, the Semi-Final Fed Cup to be hosted at Saddlebrook, and site visits to hotels within the Wesley Chapel area. Mr. Gehring referred to a memo that had been distributed regarding All Sports Arena and explained they had not made a timely application. He spoke regarding the Dick s Tournament agreement and noted they had one more year. There had been a decrease in the number of teams attending the event, but the County was contractually committed. They would be monitored closely to ensure they were promoting Pasco hotels. Discussion followed regarding the Dick s Tournament; that the TDC was led to believe the Wesley Chapel Chamber was going to provide funding toward the event; the annual commitment; 2017 was the last event the County had to fund; funding from the Florida Sports Foundation; and the Florida Sports Foundation was disappointed because of the ROI. Ms. Hope Allen, President of the Wesley Chapel Chamber of Commerce, explained at no time were they committed to providing $50, She noted that would have been one-third of their totaling operating budget. She stated they did participate in trying to acquire sponsorships for the event, but were unsuccessful. Mr. Gehring spoke regarding the 2018 budget. Staff was proceeding with a budget that was comparable to last year s budget. He referred to the summary sheet showing the proposed funding levels. He noted any savings that came out of the proposed reduction in events would go to increase marketing. Ms. Sanchez spoke regarding the estimated revenues, the amount that would be budgeted and anticipated expenditures. She spoke regarding proposed cuts for the sponsorships and increases in advertising. Ms. St. Martin explained they wished to create more of a professional photo and video stock. TDC 04/19/2017 Page 6 of 11 8

9 Mr. Gehring noted the quarterly Treasurer s Report had been provided. Mr. Gehring provided an update regarding the Wiregrass Sports Complex. He explained the County had been gifted the 120 acre site of which 100 acres were upland. He reviewed the process that had been followed and explained the RFP was primarily driven by a sports related venue with year round usage. Four firms were ranked, with RADD sports being ranked number one. Last Wednesday the package went before the BCC that acted on three key items which included whether this was the concept plan they wished to implement, would they put another 15 million into the deal, and to increase the Tourist Development Tax from 2 cents to 4 cents. He noted the actions received a unanimously action by the Board. Chairman Starkey said the County wanted to leverage a little more in the loan so that some of the money could be used on the west side of the County and other places for tourism capital projects, such as more boat ramps and the coast line for tourism industries. Mr. Richard Blaylock, president of RADD Sports, reviewed his background and explained they had been awarded the RFP. He spoke regarding the process followed and noted they had searched out stakeholders who would use the facility, what fee structures were in place, the needs, and spoke with various entities. He explained they worked with County Staff regarding the scope of the project and the Master Plan that had been developed based upon County needs and public use needs. They were now working on development agreements, management agreements, and financial agreements. He provided an extensive presentation regarding the project and displayed renderings of the complex, the development of a Residence Inn which would be a sports themed hotel, the event lawn, a diagram showing the site, joint maintenance of the project with Parks and Recreation, the facility would be a multi-use facility, specific portions of the facility, challenges, the amphitheater, trail system, and the public use for Monday through Thursday. He reviewed the marketing plan and their relationship with Marriott, various sporting organizations they were in communication with for use of the facility, regional and national tournaments, anticipated economic impacts, a pay to play structure, the registration process, discussions with sports entities regarding additional funding, the timeline for construction, raising the tourism tax an additional two cents, debt coverage, and profit sharing with the County. Extensive discussion followed between the Council Members, Staff and Mr. Blaylock regarding the hotel would be full service with 120 rooms; room night demand projections; use of the space on off-sports days; an opportunity to keep graduations within the County; becoming a sports destination; concerns with the proximity to Hillsborough County; their relationship with the Tampa Sports Commission; the revenue generated from this was unrestricted; pledge sources for lending structures; the 2 cents increase in the tourism tax; Pasco was considered one of the 10 large urban counties in the State; the number of fields at the facility; the Wesley Chapel fields; an advantage of having multiple fields clustered; a multi-use facility versus a seasonal facility; an TDC 04/19/2017 Page 7 of 11 9

10 increase to the tourism tax; the additional 2 pennies would provide a formal format to lending structures; the pennies could create a debt reserve; the appropriation of the pennies; protection of the tourism development tax; the tax was not a slush fund for the general fund; the possibility of a special tourism development district; concerns with the BCC making a decision without a recommendation from the TDC; the time and money invested in this project; the County ownership of the project with RADD Sports being the operator; the BCC chose to add the additional pennies; this was a new kind of project that had never worked in the sports business; the need for a year round commitment; Saddlebrook was the only resort in the area; they gained the most when they were part of Tampa Bay; the resort atmosphere; hotel rates; the Dick s tournament was headquartered at Saddlebrook; the Johnson report which looked at comparable facilities; that Staff had reviewed the proforma submitted; the room night formula; Wesley Chapel was becoming the most concentrated population area; the private component of the project; the Porter donation; tournament scheduling; that events were programmed two to four years out; examples of typical tournament events; and that the Tourist Development Council was an advisory committee to the Board of County Commissioners. Motion to Deny raising the Tourism Development Tax for the purpose of backstopping a loan, that the Tourist Development Tax was sacred for promoting County-wide projects and our hotels, and that the County should look for other options particularly the sales tax; motion seconded. Discussion continued regarding the motion; the proposal given; four different times the TDC had advanced the increasing of additional pennies; the Strategic Plan showed a path for increasing the pennies; the BCC intended to use the pennies as a backstop and to also provide it back as a funding source for expansion of tourism activities; in order to use the funding the County was required to own the facility; the need for a dedicated funding source; concern with the proforma; the total project cost of 44 million; the value of the underlying land was valued between 12 to 25 million dollars; the Board was implementing the recommendations; the decision made by the BCC was appropriate and endorsed the plan; models showed this type of attraction being successful; and a feeling that the first year projections were not realistic. Ms. Jane Fagan, Sr. Assistant County Attorney, said the intent that was discussed with the Board was that any income from this facility would be used for debt service for any bond issue or loan to build the facility. It was entirely possible they may not touch the additional amounts resulting from an increase in the Tourism Tax. The construction period was anticipated to be 18 months and during that time the operator would be marketing the venue for tournaments and activities. Chairman Starkey requested the motion be withdrawn and that a proforma workshop be scheduled so that the TDC could feel more comfortable with the proposal. TDC 04/19/2017 Page 8 of 11 10

11 Mr. Heather refused to withdraw the motion. He restated the motion, to not recommend the use of the Tourism Development Tax to backstop the debt for the sports facility. Mr. Davis again seconded the motion. Mr. Gehring spoke regarding proposals in the Legislature to propose a structure in financing that had the potential to constrain future revenues, and that any increase in any taxation action would require a referendum. If this legislation did pass, they may not have an opportunity for future pennies. Mr. Dempsey felt they were being asked to take the two percent tax because they could not get the loan, so that money would back up the loan. He questioned the legality of taking tourist tax money to back up a loan. The fundamental basis behind the tax in the first place was heads in beds. Government tended to take that money and misuse it. Ms. Elizabeth Blair, Sr. Assistant County Attorney, stated Florida Statutes provided that tourism tax dollars could be used for capital projects including sports complexes. The funds were also allowed to be bonded. This project was completely legal. Chairman Starkey felt a workshop might be helpful. This was not a private development; it would be a County owned facility that would be run by a contractor. The Board had been very reluctant in the past on increasing the tax. She spoke regarding the Board s review of the proforma. She hoped the Council would support the project. Chairman Starkey called on the motion; the motion carried with Mayor Hernandez, Mr. Sala, and Chairman Starkey voting nay. Mr. Gehring stated the TDC was a recommending body and this would go forward to the Board. He asked if the TDC still wished to hold a workshop or were they conclusive in their data and felt they knew everything they needed to know. Mr. Heather said they could also re-visit the issue; they were just a recommending body. He felt they possibly should have a workshop before this came before them. Chairman Starkey noted she had expressed her concern that this should have come before the TDC. The Board had a two hour in-depth presentation. She noted Mr. Dempsey had spoken against the proposal, but she did not believe anyone else spoke in opposition. Mr. Gehring said he would schedule a meeting before the TDC to review the proposal. Mayor Hernandez said they would hold the proforma workshop, but knew they were only a recommending body. The Board was moving forward. She asked that they be educated on what happened. TDC 04/19/2017 Page 9 of 11 11

12 Ms. Blair explained they would continue to do the work with RADD Sports as directed by the Board. She noted the effective date of the Bill that would prohibit them from raising the tourism tax would be effective July 1, In order to raise the tourism tax, she needed to have at least one public hearing before the Board of County Commissioners. She would need to draft the Ordinance as well as an update to the Tourism Development Plan. She spoke regarding the lapse in time before an Ordinance became effective. Mr. Gehring explained Mr. Doug Traub had resigned two weeks ago and that the position had been advertised. He spoke regarding short term rentals and that the Legislature was considering acts that would affect short term rentals. He spoke regarding discussions with Mr. Traub prior to his departure concerning the possibility of a 501.C.6. organization similar to the structure in Hillsborough and Pinellas, the event funding progressive reduction of funding, the Dick s TOC, Visit Pasco branding, the possibility of linking Tampa into their marketing image, a study regarding opening of a visitor s center at the outlet mall, and the frequency of the TDC meetings. Discussion followed regarding the TDC meeting frequency; typically there was no TDC meeting in June or December; the requested workshop; and the special event presentations would be held in July. MR. HEATHER LEFT THE MEETING AT 1:47 P.M. Mr. Gehring reviewed the past and future events scheduled. 12. Board Member Comments Chairman Starkey thanked Staff for bringing in lunch. She would not be able to attend the May 17 th meeting and that Mayor Hernandez would run the meeting. Presentation for Michele Baker Chairman Starkey explained Ms. Baker would be leaving the County in the upcoming months and had been a great supporter of the Tourism Development Council. She presented a plaque to Ms. Michele Baker, County Administrator. Ms. Michele Baker, County Administrator, stated her last day in the office would be May 12 th but that she would continue in a consulting roll through July 9 th. She stated it had been an honor and a pleasure. She felt Visit Pasco was on the edge of great things. The County was ready for the next level. TDC 04/19/2017 Page 10 of 11 12

13 Presentation for Richard Gehring Chairman Starkey presented a plaque to Mr. Richard Gehring who would also be leaving the County. 13. Adjournment The meeting adjourned at 1:49 p.m. TOURIST DEVELOPMENT COUNCIL REGULAR MEETING APRIL 19, 2017 TDC 04/19/2017 Page 11 of 11 13

14 BOARD OF COUNTY COMMISSIONERS AGENDA MEMORANDUM COUNCIL MEMBERS: ALL FILE NO.: TD DATE: 7/1/17 SUBJECT: Applications and funding recommendations Special Event Marketing Program Applications FY 17/18 up to $80, THRU: FROM: Cathy Pearson, Assistant County Administrator - Public Services Consuelo Sanchez, Tourism Program Manager RECOMMENDED BOARD ACTION: The Office of Tourism Development recommends the Tourist Development Council (TDC) approve alternative one (1). BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS: The intention of the Special Event Marketing Program is to facilitate and foster the growth of special events in Pasco County while increasing the marketing efforts to enhance visitor travel, hotel stays, retail store traffic and restaurant business which assists in generating out of county and out of state economic impact. The special event must promote Pasco County as a tourist destination for visitors. A special event is an event that promotes an artistic, cultural or unique experience that is not of a competitive nature. The Program is administered through the Office of Tourism Development (OTD). The FY 2017/2018 application period was May 19, 2017 through June 19, Applicants were required to submit a completed application by the provided deadline and to then make a presentation regarding their proposed event before the Tourist Development Council (TDC) on July 19, 2017 in Dade City, Florida. Special event applicants that may receive funding must demonstrate a history of producing room nights and economic impact or the potential to draw visitors to the area with a regional marketing plan. In addition, applicants must be able to project a number of overnight visitors staying in Pasco County accommodations. The attached applications specify the grant dollar amount requested and a detailed proposed use of the requested funds. The OTD received six (6) applications prior to the deadline. A summary of those applications is listed below and full applications are attached. The funding an applicant may receive will be contingent upon meeting all criteria. The application incorporates the scoring guidelines that include: production of room nights, out of County advertising and a thorough marketing plan, tourism appeal, economic impact, application and additional organization information, other sponsorships, and length of event. The OTD used the scoring guidelines and points below for each Special Event Application. It is important to note that the reimbursement process will be performance-based to ensure that awarded funds are held to the numbers provided in the application. All events which enter into a funding agreement with Pasco County will be required to generate at least 80% of the application s estimated hotel impact to receive the full awarded amount. If the impact is less 14

15 than 80% and higher than 50% of the estimated hotel impact, the final payment will be prorated based on the exact percentage of impact. If the impact is less than 50%, no funding will be awarded. Room night points were awarded based on the Room Night Grid below: Cotee River Bike Fest Funding requested: $10, OTD recommends funding in the amount of $6, Year Requested Amount Approved Room Nights 2013/2014 Event Cancelled /2015 Grant Not Requested / $2, /2017 $10, $5,

16 Rattlesnake Festival * Funding requested: $5, OTD recommends funding in the amount of $3, Year Requested Amount Approved Room Nights 2013/2014 Grant Not Requested /2015 Grant Not Requested /2016 $2, $2, /2017 $3, $3, *New Event Organizer Bug Jam Funding requested: $20, OTD recommends funding in the amount of $17, Year Requested Amount Approved Room Nights 2013/2014 $25, $14, /2015 $25, $20, /2016 $27, $15, /2017 $20, $18, * *Just 361 room nights were certified by hoteliers Pigs in Z'Hills BBQ & Blues Fest* Funding requested: $4, OTD recommends funding in the amount of $2, Year Requested Amount Approved Room Nights 2014/2015 N/A N/A N/A 2015/2016 N/A N/A N/A 2016/2017 N/A N/A N/A *First time that this event is requesting TDT funds. Kumquat Festival Funding requested: $7, OTD recommends funding in the amount of $7, Year Requested Amount Approved Room Nights 2013/2014 $7, $5, /2015 $6, $6,

17 2015/2016 $7, $7, /2017 $8, $8, Chasco Fiesta Funding requested: $20, OTD recommends funding in the amount of $12, Year Requested Amount Approved Room Nights 2013/2014 $25, $11, /2015 $20, $14, /2016 $26, , /2017 $26, $15, Total Funding Requested from All Events: $66, Total OTD Funding Recommendation: $47, Amount Available: $80, The available alternatives are as follows: 1. Accept staff recommended scoring and recommend the Board of County Commissioners to fund the events for up to $47, Accept the Funding Based on Score and recommend the Board of County Commissioners to fund the events for up to $52, Direct staff to pursue another course of action. FISCAL IMPACT/COST/REVENUE STATEMENT: Funding for the action is available from the Event Sponsorship Account No , in the amount not to exceed $80,000.00, in the FY 2017/2018 budget. Staff recommends funding the events as follows: Cotee River Bike Fest $6, Rattlesnake Festival $3, Bug Jam $17, Pigs in Z'Hills BBQ & Blues Fest $2, Kumquat Festival $7,

18 Chasco Fiesta $12, ATTACHMENT(S): 1. Attachment 1 Special Event Marketing Program Applicant Score Chart 2. Attachment 2 Special Event Score and Summary Cotee River Bike Fest Fiesta Application 3. Attachment 3 Special Event Score and Summary Rattlesnake Festival Application 4. Attachment 4 Special Event Score and Summary Bug Jam Application 5. Attachment 5 Special Event Score and Summary Pigs in Z'Hills BBQ & Blues Fest Application 6. Attachment 6 Special Event Score and Summary Kumquat Festival Application 7. Attachment 7 Special Event Score and Summary Chasco Fiesta Application CP/CS 18

19 Special Event Marketing Program Applicant Score Chart Information Scoring Recommendations Special Event TDT Allowable Marketing Budget Funding Request Maximum Recommendation (50% of Marketing Budget) Estimated Room Nights Room Nights Marketing Tourism Appeal Economic Impact Application Sponsors Event Length Score Funding Based on Score OTD Funding Recommendation TDC Funding Recommendation Cotee River Bike Fest $20, $10, $10, $6, $6, Rattlesnake Festival $17, $5, $8, $3, $3, Bug Jam $37, $20, $18, $14, $17, Pigs in Z'Hills BBQ & Blues Fest* $2, $4, $1, $ $2, Kumquat Festival $44, $7, $22, $17, $7, Chasco Fiesta $28, $20, $14, $10, $12, $150, $66, $75, $52, $47, $0.00 Score Total points per event. Funding Based on Score Maximum Recommendation multiplied by the Score percentage. Room Nights Up to 5 points per tier based on the current Room Night Grid, maximum score of 35. *The Pigs in Z'Hills has significant in-kind donations from radio stations and TV channels to promote the event in the Tampa and Orlando areas. The OTD is considering that their marketing campaign is a good opportunity to bring visitors from ouf of Pasco. Marketing Tourism Appeal Economic Impact Application Sponsors Event Length Up to 30 points based on the marketing plan, timeline, audience reach and total budget. Up to 10 points based on event uniqueness, cultural impact and tourist appeal. Up to 10 points based on the Office of Economic Growth's review of the event's location, type, length, entry fee's and surrounding amenities. Up to 5 points based on the overall process and completed application. Up to 5 points based on the event having multiple external funding sources (sponsorships) Up to 5 points based on the event length.

20 ATTACHMENT 2 Special Event Marketing Program Recommendation Organizer West Pasco Chamber of Requested Amount $10,000 Commerce Event Cotee River Bike Fest Recommended Grant $6,500 Date October 13-15, 2017 Special Event Score: Category Points Possible Room Nights 35 Marketing 30 Tourism Appeal 10 Economic Impact 10 Application 5 Sponsors 5 Event Length 5 Total Points Earned Comments: Positive Great economic impact for local businesses because the event incorporates all restaurants and bars in New Port Richey downtown Large motorcycle event (typically motorcycle enthusiasts/riders have more of a discretionary income) 9% of the attendees are overnight visitors (1,000) They post hotels, RVs and Camp Grounds in their website to get people to stay in Pasco County. Negative 70% of day visitors are locals Although the marketing and advertising budget were increased, the funds will most likely use to reach daytrippers and locals. Observations Tourism-based event, attendees coming from out of Pasco County (estimated at 30%). Majority of marketing and advertising placed in the Tampa Bay area. They do not collect an entry fee to attend. They are a non-profit and donate additional proceeds to charities. Ask from TDC is $10,000 which is the cost of the presenting sponsorship. 20

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32 Special Event Marketing Program Recommendation Organizer The Thomas Promise Foundation Event San Antonio Rattlesnake Festival and Run Date October 21-22, 2017 Requested Amount $5,000 Recommended Grant $3,000 Special Event Score: Category Points Possible Room Nights 35 Marketing 30 Tourism Appeal 10 Economic Impact 10 Application 5 Sponsors 5 Event Length 5 Total Points Earned Comments: Positive Unique Event Educational Event Very established event. It began in 1967 and it put San Antonio on the map. Fundraiser for charitable projects Negative Just 2.4% of the attendees are overnight visitors, meaning that 200 people would stay in hotels or other accommodations. The Event is projecting to produce just 85 room nights. Observations This year the event will be produced by a new organization. This is a unique event. About 3,200 day-trippers will attend this year event. They do not collect an entry fee to attend.

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45 ATTACHMENT 4 Organizer KRY, Inc. Requested Amount $20,000 Event Florida Bug Jam Recommended Grant $17,000 Date November 11-12, 2017 Special Event Score: Category Points Possible Room Nights 35 Marketing 30 Tourism Appeal 10 Economic Impact 10 Application 5 Sponsors 5 Event Length 5 Total Points Earned Comments: Positive 29th Annual Event Largest VW event in the Southeast Marketing efforts reach regionally and nationally Volkswagen promotes the event Social Media dollars spent will be increased Estimated marketing dollars $43,000. $37,700 out of County. 54% of the attendees are overnight visitors, meaning that nearly 6,800 people would stay in hotels or other accommodations. Negative Last event reported 700 room nights but they just submitted proof of 361 room nights Entry fee Only a 2-day event Title Sponsorship $5,000/ Ask is $20,000 Observations Very strong Tourism-based event, the majority of attendees come from out of Pasco County. Marketing and advertising placed nationally. Although they collect an entry fee, they donate a portion of proceeds to charities (estimated $15,000). Ask from TDC is 4 Times their title sponsorship. 45

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75 Special Event Marketing Program Recommendation ATTACHMENT 5 Organizer The Greater Zephyrhills Requested Amount $4,000 Chamber of Commerce Event Pigz in Z Hills BBQ & Blues Fest Recommended Grant $2,000 Date January 19-20, 2018 Special Event Score: Category Points Possible Room Nights 35 Marketing 30 Tourism Appeal 10 Economic Impact 10 Application 5 Sponsors 5 Event Length 5 Total Points Earned Comments: Positive Only Florida BBQ Association sanctioned contest that also offers aviation attraction and Fly-in service. 25% of attendees come from the Region, 24% Out of State and 50% in Pasco. A portion of the revenue is used to support youth education Negative The majority of marketing funds will be used to draw locals This is a community event The event is estimated to produce just 70 room nights Just 2.7% of the attendees are overnight visitors, meaning that 300 people would stay in hotels or other accommodations. Observations The event has been held since 2010, however this is the first time that they are requesting TDT funds. The Pigz in Z Hills BBQ & Blues Fest is more a local community event, however since the event will take place at the Z/hills airport and it offers the opportunity for visitors to fly in from anywhere in the region, with a better marketing effort, the event might potentially draw overnight visitors from all over Florida. 75

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100 ATTACHMENT 6 Special Event Marketing Program Recommendation Organizer Greater Dade City Chamber of Requested Amount $7,300 Commerce Event Kumquat Festival Recommended Grant $7,300 Date January 27, 2018 Special Event Score: Category Points Possible Room Nights 35 Marketing 30 Tourism Appeal 10 Economic Impact 10 Application 5 Sponsors 5 Event Length 5 Total Points Earned Comments: Positive Thanks to the great 2016 digital campaign, the event had a record number of room nights over, which held accountable to the projections stated in the application. The event produce a good number of room nights (350+) The event has a really good digital campaign to draw visitors out of County. 50% of attendees come from out of Pasco County Negative One-day event Just 2.3% of the attendees are overnight visitors, meaning that 700 people would stay in hotels or other accommodations. The room nights are most likely produce by vendors. Observations Strong Tourism-based event, attendees coming from out of Pasco County (estimated at 50%). They do not collect an entry fee to attend. They are a non-profit. 21 st Annual Festival. 100

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114 ATTACHMENT 7 Organizer Chasco Fiesta, Inc. Requested Amount $20,000 Event Chasco Fiesta Recommended Grant $12,000 Date March 9-17, 2018 Special Event Score: Category Points Possible Room Nights 35 Marketing 30 Tourism Appeal 10 Economic Impact 10 Application 5 Sponsors 5 Event Length 5 Total Points Earned Comments: Positive 26 non-profit organizations benefit 9 day event Over 75,000 attendees throughout the event Estimated marketing dollars $35,000, about $28,000 will be used to market the event out of Pasco County. Negative Last year the event projected to produce 300 room nights but they just submitted proof of 176 room nights The room nights are most likely produce by vendors. Just about 30% of the attendees come from out of Pasco Just 0.5% of attendees are overnight visitors; meaning that 400 people would stay in hotels or other accommodations. Observations The Chasco Fiesta is a unique event in the Country. The majority of attendees come from Pasco County (estimated at 70%). According to the application, about 80% of the marketing and advertising funds will be used to attract visitors out of County. 114

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142 BOARD OF COUNTY COMMISSIONERS AGENDA MEMORANDUM COUNCIL MEMBERS: ALL FILE NO.: TD DATE: 7/13/17 SUBJECT: Florida Hospital Center Ice Advertising Opportunity THRU: FROM: Cathy Pearson, Assistant County Administrator (Public Services Branch) Consuelo Sanchez, Tourism Program Manager RECOMMENDED BOARD ACTION: Tourism Development Council (TDC) review the various advertising options at the Florida Hospital Center Ice and give staff direction. BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS: The Florida Hospital Center Ice (FHCI), which began operations in Wesley Chapel in February 2017, is the largest Ice rink sports complex in the Southeast United States. In just five months of operation, they have already hosted Local, Regional, National, and International events (See attachment No. 1). These events have brought over 50,000 visitors into Pasco County from all over the country and the world, and are having an impressive, positive impact on businesses in the Tampa Bay region. The Office of Tourism Development has attended multiple major events at this facility, observing and interacting with visitors who have come to this area specifically to participate in the various training camps, tournaments, and special events at FHCI; they are overall unaware that they are actually in Pasco County, instead believing they are in North Tampa. The FHCI has developed and promoted several advertising opportunities for local businesses; sadly, the majority of the Pasco-based companies have chosen not to participate. Various Tampa businesses have taken advantage of this offer: for instance, Busch Gardens sponsors the Main NHL rink, which entitled them to name the rink it is now known as the Busch Gardens Rink. The Office of Tourism Development considers these advertising options an excellent way to promote Pasco County and make visitors to the FHCI aware of not only where they are, but of the exciting activities available to them in Pasco. Therefore we propose that the TDC review the various advertising (called sponsorship) options available as outlined in Attachment #2 and select one or more to recommend to the BCC. By advertising at the FHCI, Visit Pasco can showcase the natural beauty of our County as well as further entice these visitors to spend their time and tourism dollars here at our various attractions, rather than going to our neighboring counties. FISCAL IMPACT/COST/REVENUE STATEMENT: If the TDC recommends moving forward with this initiative, a budget amendment will be needed in order to transfer the recommended funds from Promotions Reserves to the Advertising account. ATTACHMENT(S): TD ATT #1 TD ATT #2 CP/CS/gwh 142

143 ATTACHMENT 1 Date 2017 EVENTS OTHER Event # of Teams or Attendance Vistors or Games MARCH APRIL March 18th Taste of New Tampa 785 Public Sksate 2000 Visitors March 25th - April 1st April 8th Southern Union Conference of SDA (LifeSpring Church) Family Friendly Camp Fair MAY May 6th Boy Scout STEM Fair 2500 Public Skate 300 Skaters 2000 Visitors 500 scouts skating plus 275 public skate 143

144 2017 EVENTS HOCKEY Date Event # of Teams or Attendance Vistors or Games FEBRUARY February 10th - 12th ACHA FL Playoffs 5 teams 120 players 5 games, 300 spectators per game February 24th - 26th ACHA Regional Playoffs 8 teams 192 players 6 games, 300 spectators per game February 24th - 26th FL Womens Hockey League 9 teams 108 players 20 games, 2000 spectators for the weekend February 25th - 26th SAHOF High School Championship 8 teams 96 players 12 games, 200 spectators per game April 1st - 2nd Tim s Sled Hockey 700 Public Skaters April 20th - 23th USAH Adult Men s National Hockey Playoff s 720 players 115 games, 6000 spectators April 30th May 5th US Women s National Team Tryouts 600 Public Skate (for the entire stay) 42 players and 20 staff staying at local hotels 200 spectators per day APRIL April 30th May 5th US Women's National Tryouts 42 Elite Players (trying out) USAH Staff Members This event drew a number of spectators to watch the practices and exhibition/scrimmages that were used to evaluate players and select the olympic team. The announcement for the Olympic team was done at a live NHL Channel press conference at Amalie arena where it was announce that the team would be residing here for training up to the Olympics. MAY JUNE May 7th Lightning Made Street Hockey Tourn. 20 teams 2000 visitors May 26th 29th Memorial Day Regional Hockey Tourn. 56 teams 750 players 105 games, 6000 visitors June 2nd - 4th TORHS2HOT4ICE National Hockey Tourn. (9 day event) 180 teams 1500 players 10 15,000 JULY July 16th - 21st V RED World Prospects Camp Tourn. 10 teams 178 players 3500 AUGUST August 25th -27th Ice Breaker Cup teams AUGUST - FEBRRUAY 2018 Weekly (Mon Sunday) DAILY Practice/On-Ice Training/Off-Ice Meetings Exhibition Games (spread out Sep-Jan) USA Women's Olympic Team Residency and Training Program USA Women s Olympic Team 23 Players 12 Staff Member Additional staff and guests will be here occasionally The US Women s Olympic Team will be residing in the area and practice & train at FHCI or 5 months leading up to the 2018 Olympics in Korea (Feb 2018). The practices will be open to the public and will likely draw people to the building to catch practices and watch the exhibition games. SEPTEMBER T.B.A FHCI Rec Tournament teams November 3rd 5th My Hockey 56 teams National Teams 144

145 NOVEMBER November 10th - 12th FHCI 4-Affiliates Girls Tournament) 14u (4-teams) 20 players/staff 16u (4-teams) 20 players/staff This event is going to be played around the 4-nation women s team practices and games. This will be driven by the USAH/Southeast 2017 HOCKEY RECREATIONAL LEAGUE Winter 2017 Rec League Age or Level Teams Total Players U6 9 U U U U14/ Total Spring 2017 Rec League Age or Level Teams Total Players U6 21 U U U U14/ Total The Hockey Recreational League increase 67% from the Winter Session to the Spring Session. The amount of teams and players doubled HOCKEY ADULT LEAGUE Winter 2017 Adult League Age or Level Teams Total Players Beginner 2 27 D League C League A/B League 4 73 Total Spring 2017 Adult League 145

146 Age or Level Teams Total Players Beginner 4 44 D League C League A/B League Total The Hockey Adult League increase 82% from 146

147 FEBRUARY Date February 23rd - 25th February 23rd -24th 2018 EVENTS HOCKEY Event # of Teams or Attendance Vistors or Games ACHA (College) Hockey Playoffs Tampa Bay Lightning High School Hockey Championships 5 Teams (25-28 players/staff each) 125+ total participants 9 Games 8 Teams (15-20 players/staff each) ~160+ total participants 12 Games Approx fans/game Approx fans/game MAY May 17th - 20th Sunshine State Games 2018 JUNE June 20th - 24th Theater Nationals OCTOBER Regionals 147

148 June Date June 3rd 2017 EVENTS FIGURE SKATING Event # of Teams or Attendance Vistors or Games Benefit for Lucy & Leukemia Free Event 1000ppl June 17th Skate for Hope Ticketed Event Approximately 1200 spectators OVERVIEW OF PROGRAMS Learn to Skate Learn to Skate Camp Figure Skaters 1232 participants 194 Campers Over 60 different figure skaters training with us 2018 EVENTS FIGURE SKATING Date Event # of Teams or Attendance Vistors or Games MAY May 3rd - 7th Sunshine State Games 148

149 2017 EVENTS CORPORATE Date Event # of Teams or Attendance Vistors or Games JANUARY JUNE January 21st January 28th - 29th June 3rd FL Hospital Physicians Party 600 people Private Party with skates Opening Weekend 1200 Public Skaters 5000 visitors Lightning/FL Hospital/Center Ice Fitness Event Registered Event ppl expected (Local Community Event) 149

150 Florida Hospital Center Ice Sponsorship Opportunities ATTACHMENT 2 150

151 About Florida Hospital Center Ice About the Facility: Florida Hospital Center Ice is positioned within the Cypress Creek Development of Regional Impact (DRI), which is a 400-acre mixed use development that is over 75% built-out with office, retail and residential space. Florida Hospital Center Ice is the newest, state-of-the-art ice arena and multi-sports complex in the State of Florida. Florida Hospital Center Ice is a 150,500 square foot, four-rink complex with two North American standard ice rinks (200 x 85 ), one Olympic/International standard ice rink (200 x 100 ) and one multipurpose sports floor/ ice pad. The facility also includes a wide range of amenities and services including a mini ice pad (80 x 40 ), leased fitness center, indoor sprint track, full-service restaurant (to come soon), concession stand (to come soon), pro-shop, developmental centers, skate center (rentals & repair) with laundry services, temporary storage space and lockers, conference and party rooms, and staff offices. Get a Sponsorship: This is Florida s largest Ice rink sports complex. Naming rights, lessees, and program participants have already been secured. Letters of Intent/contracts can be provided and include Florida Hospital, Tampa Bay Lightning, University of South Florida, Hockey International, and Saddlebrook Resort among others. Join these local community fixtures with a sponsorship and place your name next to theirs inside Florida Hospital Center Ice. Florida Hospital Center Ice is responsible for the cost of producing your advertisement all you have to do is decide where you want to see your business name and send us a logo/copy for the ad we will take care of the rest. This packet will outline some of the advertising packages we offer. While these are the only ones included in the proposal, any combination is possible and we would be happy to design a custom advertising plan for your business. 151

152 Sponsorship Impressions: Over 2 million people in and out of the facility each year Facility is open 7 days a week nearly 24 hours a day Facility occupancy load of 3010 people. o Main NHL rink has permanent seating for 475 with full mezzanine seating of 75, plus seating and standing room (750+ total). o Olympic rink has plus standing room. Media coverage of facility & games National tournament promotions through Hillsborough and Pasco County sports commissions, tourism, and economic development councils. Televised Lightning High School Hockey league Tournament games to be webcast on FastHockey.com Population estimates indicate ½ million people within a 30-minute drive and one million people within a 60-minute drive 60% of participants within minutes 40% of ice sports participants will come from outside of Pasco County. International, national, regional and local events, cable output TV events Tournaments, jamborees, showcases, community & commerce events & opportunities 4000 to 5000 people in the building per day Florida Hospital Center Ice captures a large share of the recreational skating industry The impressions a sponsorship makes on patrons of Florida Hospital Center Ice will be sure to bring attention to any business as well as increase brand awareness. We are beyond excited to be offering these great advertising opportunities to our neighbors. We look forward to a long, happy, and strong business relationship. SOME CURRENT SPONSORS 152

153 Sponsorship Opportunities Rink Naming Main NHL See information provided $100,000 NHL 2 See information provided $60,000 Olympic See information provided $100,000 Multisport See information provided $60,000 Mini See information provided $50,000 Dasher Boards Sterling 1 pair dasher boards on 1 rink $3,500 Silver 1 backer board on 1 rink $3,000 - $3,500 Gold 2 pair dasher boards on 2 rinks $6,500 Platinum 1 pair dasher boards on 4 rinks $10,000 In-Ice Logos Neutral Zone Neutral Zone $7,000 Glass Wrap Sterling 2 sections on 1 rink $1,000 - $4,000 Silver 3 sections on 1 rink $2,000 - $8,000 Gold 3 sections on 2 rinks $3,000 - $8,000 Platinum 3 sections on 4 large rinks $11,000 Ice Resurfacers Resurfacer 1 Full wrap of machine $15,000 Resurfacer 2 Full wrap of machine $15,000 Mini Resurfacer Full wrap of machine $7,500 Signage Facility Digital Spot on advertising playlist Inquire about price NHL 1 Digital Ad during events on NHL 1 Inquire about price Public Skate Monitor Ad during public sessions Inquire about price Suites Sing on door and in room Inquire about price Concourse Sign on the wall Inquire about price Pro Locker Room Sign above door and in room Inquire about price Locker Room Sign above door and in room Inquire about price Sport Track Sign on wall by track Inquire about price Tournament Room Sign above door and in room Inquire about price 153

154 Rink Naming Main NHL Rink NHL 2 Rink Main NHL rink center ice logo NHL 2 rink center ice logo Dasher Boards o 1 pair on Olympic rink o 1 pair on NHL 2 rink o 1 pair on Multisport rink Dasher Boards o 1 pair on Main NHL rink o 1 pair on Olympic rink o 1 pair on Multisport rink Signage o Digital advertising throughout the facility o Fixed lobby sign o Concourse signage o Print media presence Signage o Fixed lobby sign o Digital advertising throughout the facility o Print media presence Spot for kiosk during events Announcements during events Announcements during events Link on our website Link on our website Olympic Rink Multisport Rink Olympic rink center ice logo Multisport rink center ice logo Dasher Boards o 1 pair on Main NHL rink o 1 pair on NHL 2 rink o 1 pair on Multisport rink Dasher Boards o 1 pair on Main NHL rink o 1 pair on NHL 2 rink o 1 pair on Olympic rink Signage o Fixed lobby sign o Digital advertising throughout the facility o Print media presence Signage o Fixed lobby sign o Digital advertising throughout the facility o Print media presence Announcements during events Announcements during events Link on our website Link on our website Mini Rink Mini rink center ice logo Dasher Boards o 1 pair on Main NHL rink o 1 pair on Olympic rink o 1 pair on Multisport rink Signage o Fixed lobby sign o Digital advertising throughout the facility o Print media presence Announcements during events Link on our website 154

155 Tourism Office Report TO: Tourist Development Council DATE: 7/11/2017 FILE: TD FROM: Office of Tourism Development SUBJECT: Update on Tourism Activities The following is a summary of major activities for the period of May 7, 2017 August 15, Conference Attendance and Special Engagements Florida Sports Foundation Consuelo Sanchez May Destination Marketing Summit - FADMO - Consuelo Sanchez June 7-9 Ribbon Cutting Ceremony Werner-Boyce Salt Spring State Park June 23 Ground Breaking of third Whiskey Joe s Florida location in Port Richey July 20 LOL Parks Band Shell Ribbon Cutting Ceremony August 17 Florida Governor s Conference on Tourism Consuelo Sanchez, Camille Hernandez August Website, Social Media and Marketing Update Consuelo Sanchez Pasco County Tourism on Facebook Natalia Plazas - Intern 12,910 Fans Website update New website agreement approved by BCC June 20 Projects Report See Attachment 1 All Sports Arena Commissioner Starkey Pasco County Fair Non-compliance issue New Business Caliente Bare to Dare Towels with Visit Pasco logo Super Bowl LV Partnerships with the Tampa Bay Sports Commission to bring room nights to Pasco County Partnership with the Florida Hospital Center Ice International Skaters training for the Olympians at the Florida Hospital Center Ice OTD s Reorganization Transferred from Strategic Policy to Public Services led by Cathy Pearson Assistant County Administrator 155