PASCO COUNTY TOURIST DEVELOPMENT COUNCIL November 15, :30 a.m. Historic Courthouse Dade City, FL TABLE OF CONTENT.

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1 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL November 15, :30 a.m. Historic Courthouse Dade City, FL TABLE OF CONTENT Content Page TDC Agenda 2 Adoption of Minutes 3 TDC Minutes October 18, 2017 TD Sports Event Sponsorship Agreement Tampa Midwinter Classic TD Sports Event Sponsorship Agreement 2018 Torhs 2Hot4Ice Natl. Championship 3 TD ATT1 TD Office of Tourism Development Report TD ATT TD ATT2 29 1

2 PASCO COUNTY TOURIST DEVELOPMENT COUNCIL November 15, :30am Pasco County Historic Courthouse in Dade City Meridian Ave Dade City, FL Agenda Chairperson, Commissioner Kathryn Starkey Lisa Roberts Brill Piyush Mulji Vice-Chairman, Councilmember Camille Hernandez Adam Friedrich Adam Sala Councilmember, Chopper Davis Thomas Dempsey Our Mission Visit Pasco serves as an industry leader to develop and market the entire area regionally, nationally, and internationally as a travel destination. I. CALL TO ORDER: Invocation, Pledge of Allegiance, and Roll Call II. III. ADOPTION OF THE AGENDA OPEN TO THE PUBLIC Persons wishing to address the Council are requested to sign in and will be limited to three (3) minutes. IV. APPROVE MINUTES OF MEETING /ATTENDANCE (Chairman Starkey) A. Approve October 18 th TDC Minutes as presented B. Attendance (Excused/Non-Excused Absences) V. PRESENTATIONS A. Sports Event Sponsorship Agreement My Hockey Tournaments, LLC. Tampa Midwinter Classic B. Sports Event Sponsorship Agreement Torhs 2Hot4Ice, LLC Torhs 2Hot4Ice National Championship VI. NEW BUSINESS (Adam Thomas, Director) A. RFP Solicitation: Full Service Advertising Agency to Re-Brand and Re-Position Visit Pasco as a must see tourism destination. B. Discuss and Motion: Solicit a Tourism Strategist to help facilitate and plan Visit Pasco s Destination Assessment and Three Year Strategic Tourism Plan Revision effort. VII. UNFINISHED BUSINESS A. Projects Report Update B. Events Update VIII. DIRECTOR/MEDIA REPORT A. Destination Update (STR/TDT Revenue) B. Social Media Update (Facebook) IX. OTHER BUSINESS BY COUNCIL MEMBERS X. OPEN TO THE PUBLIC XI. ADJOURNMENT (Consuelo Sanchez, Program Mgr.) (Adam Thomas, Director) Next TDC meeting: December 20, 2017, 9:30 A.M. West Pasco Government Center Citizens Drive, New Port Richey, FL

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12 BOARD OF COUNTY COMMISSIONERS AGENDA MEMORANDUM COUNCIL MEMBERS: ALL FILE NO.: TD DATE: 11/09/17 SUBJECT: Sports Event Sponsorship Agreement My Hockey Tournaments, LLC. Tampa Midwinter Classic 2, THRU: FROM: Adam Thomas, Tourism Director Consuelo Sanchez, Tourism Program Manager RECOMMENDED BOARD ACTION: Tourist Development Council (TDC) recommends the Board of County Commissioners approve the Sports Event Sponsorship with MyHockey Tournaments, LLC, for up to 2, for the Tampa Midwinter Classic. BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS: On October 18, 2017 the Office of Tourism Development (OTD) presented to the Tourist Development Council a funding request for MyHockey Tournaments, LLC (MHT) for up to 1, for the Tampa Fall Classic, Event that took place on November 3-5, 2017, at the Florida Hospital Center Ice. This Event was brought to Pasco County by the Tampa Bay Sports Commission, therefore the room nights were divided in both Hillsborough and Pasco. The Tampa Fall Classic was attended for junior and youth hockey teams, who came from all over the nation along with their families. Although the Post Event Report hasn t been received yet, the OTD contacted Pasco County hoteliers to confirm if the minimum room night projections (100 room nights) were met in order to recommend funding for future events. It was confirmed that more than 160 room nights were captured in our County for the participants and attendees to this Event. MHT will bring a new event in January 2018, the Tampa Midwinter Classic. It is projected that at least 40 teams will be attending this Event, therefore the OTD is recommending again a performance based agreement to award per actual room nights produced in Pasco County, based on the Room Night Grid Guideline below, for up to 2, TD Page 1 of 2 12

13 MHT will need to present a Post Event Report, Room Night Certification or Room Block Report along with an invoice for the performance-based amount to be paid after the first event in order to be reimbursed. Room Block Reports from hotels are the preferred method of reporting room data. However, a Room Night Certification Form and Participants Surveys (including summary reflecting number of room nights produced in Pasco County) are acceptable means of tracking. For the Events that impose an online booking tool, it is the event organizer s responsibility to track room nights from overnight stays at all Pasco County accommodations. FISCAL IMPACT/COST/REVENUE STATEMENT: Funding in the amount of 2, will be made available in Account Event Sponsorships in FY TD Page 2 of 2 13

14 BOARD OF COUNTY COMMISSIONERS AGENDA MEMORANDUM COUNCIL MEMBERS: ALL FILE NO.: TD DATE: 11/09/17 SUBJECT: Sports Event Sponsorship Agreement Torhs 2Hot4Ice, LLC Torhs 2Hot4Ice National Championship - 25, THRU: FROM: Adam Thomas, Tourism Director Consuelo Sanchez, Tourism Program Manager RECOMMENDED BOARD ACTION: Tourist Development Council (TDC) recommends the Board of County Commissioners approve the Sports Event Sponsorship with Torhs 2Hot4Ice, LLC., for up to 25,000 for the 2018 Torhs 2Hot4Ice National Championship. BACKGROUND SUMMARY/ALTERNATIVE ANALYSIS: Torhs America and 2Hot4Ice merged in 2012, to create Torhs 2Hot4Ice, LLC., one of the largest tournament organizations in the Roller Hockey sport. Torhs 2Hot4Ice is sanctioned by Roller Hockey Alliance, providing programs for all ages and skill levels, ranging from grass roots to highly competitive. Its goal is to provide opportunity for all teams to compete evenly, both regionally and nationally. Each year, Torhs 2Hot4Ice runs roller hockey tournaments nationwide that culminate with the Tohrs 2Hot4Ice National Championship at the end of the season. This tournament has teams participating from all over the United States and Canada. They also bring international teams from Colombia, South America, the Caribbean Islands, and Europe. The Event is generally 8-10 days in length, and takes place the first week in July. Each team participating in this tournament must have qualified at one of its Regional Qualifying tournaments. Pasco County provided funding for the 2017 Torhs 2Hot4Ice National Championship in the amount of 25, The Event brought to our County 175 teams from two continents, three countries and 15 different states in the United States. More than 1,300 room nights were produced just in Pasco County over the nine days that the Event took place. Not only was the Event successful in attendance but it also generated a great media buzz with its livestream, which reached nearly 60,000 unique viewers across 32 countries around the world. Pasco County was promoted through a :30 second commercial that was livestreamed several times in each of the nearly 500 games played during the Event. Torhs 2Hot4Ice is requesting again funding in the amount of 37, to offset the cost of the facility, the Florida Hospital Center Ice. Torhs 2Hot4Ice will include co-branded marketing materials at all of the Events throughout the year nationwide, and will have a designated spot in its website to promote Visit Pasco as a sponsor. Visit Pasco will also be featured on all of the marketing materials to promote the National Championship. The Event will live stream all the games and Pasco County will be promoted by video spot commercials and social media posts prior and during the 10-day Event. Approximately 1,500 participants plus families will be attending the 2018 Torhs 2Hot4Ice National Championship and over 1,300 room nights are expected to be produced in Pasco County. TD Page 1 of 2 14

15 Since this Event will generate more than 600 room nights in our County and based on the Room Night Grid Guideline below, The OTD recommends funding the 2018 Torhs 2Hot4Ice National Championship for up to 25, In order to confirm the room nights generated in Pasco County, Torhs 2Hot4Ice will need to provide along with the Post Event Report Room, Block Reports from hotels or housing bureaus, however, a Room Night Certification Form and Participants Surveys (including summary reflecting number of room nights produced in Pasco County) are acceptable means of tracking. For the Events that impose an online booking tool, it is the event organizer s responsibility to track room nights from overnight stays at all Pasco County accommodations. It is important to note that Torhs 2Hot4Ice will get reimbursed for the facility rental fee for up to 25,000.00, however, in order to receive such reimbursement, the Event will be required to generate at least 90% of the 1,305 room nights certified in the Post Event Report submitted to the County for the Event held in If the actual number of room nights is less than 90% the reimbursement amount will be pro-rated based on the exact percentage of actual room nights generated by the Event in Pasco County. FISCAL IMPACT/COST/REVENUE STATEMENT: Funding in the amount of 25, will be made available in Account Event Sponsorships in FY TD Page 2 of 2 15

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22 Tourism Office Report TO: Tourist Development Council FROM: Office of Tourism Development DATE: 11/09/2017 FILE: TD SUBJECT: Update on Tourism Activities The following is a summary of major activities for the period of October 17, 2017 December 19, 2017 Conference Attendance and Special Engagements Grand Opening Ceremony for the Starkey Ranch District Park Florida Sports Foundation TEAMS Reception Orlando Destination International Adam Thomas October 31 November 1 November 5-7 Website, Social Media and Marketing Update Consuelo Sanchez Pasco County Tourism on Facebook New Pasco Sports Commission Facebook and Instagram accounts Website update Final design approved 13,035 Fans Projects Report See Attachment 1 Unfinished Business Website Update Quarterly Treasurer s Report See Attachment 2 New Business A. RFP Solicitation: Full Service Advertising Agency to Re-Brand and Re-Position Visit Pasco as a must see tourism destination: Creating a distinctive destination brand in order to maintain a uniform positioning of place, region or state among world travelers is a complex and challenging task. As the competition is becoming more intense, an increasing number of destinations struggle to make themselves visible in the competitive tourism market. In tourism, consumers often don t buy individual products but memories and stories associated with the destination. Therefore, understanding how Pasco County can identify its (USP) Unique Selling Propositions and positioning for marketing its attractors to a global customers (tourist) as a premier Florida destination, is the key question. A brand is not just a slogan or logo, and a slogan is not a strategy. Visit Pasco must work to define ourselves in a manner that truly offers guests a remarkable experience so that guest and tourism revenues do go elsewhere, or we risk losing a competitive edge. We 22

23 want to provide an exceptional experience for everyone and to become a preferred destination for our targeted audience that generates the highest return on investment. Review: Attached scope-of-service for Brand initiative Recommendation: Approve scope and move forward with hiring a Full Service Advertising Agency to Re-Brand and Re-Position Visit Pasco. Fiscal Impact: We re asking each proposer to include the cost associated with their services. Staff will need a budget amendment to pull funding from reserves. B. Discuss and Motion: Solicit a Tourism Strategist to help facilitate and plan Visit Pasco s Destination Assessment and Three Year Strategic Tourism Plan Revision effort. Soliciting Tourism Strategist: According to the Pasco County Purchasing Policy, staff is required to receive three quotes from business for county services. The Office of Tourism Development is seeking a strategic facilitator to assist in examining the current Visit Pasco Tourist Development Plan and re-engineer that plan for the next three years. The project will include taking historical planning data and combining it with the new destinationspecific details, focused ideas, market realities, and business plans as a Florida tourism destination of choice. More specifically, it is anticipated that the results of this project will provide a complete profile of existing market conditions, tourism-economic development issues, and competitive destination analysis, target markets, proposed strategies, financial feasibility, and a detailed concept and action plan for the next three years. A key element of the project will be the DestinationNEXT Assessment tool from Destination International to gain feedback from key stakeholders who may or may not be involved in the final strategic planning session. These persons will be identified with the assistance of Pasco County Office of Tourism Development staff. DestinationNEXT: The diagnostic tool that Destination International has created includes an objective self-assessment which includes the tourism industry, community stakeholders, elected officials and others that help shape the future of a community. A diagnostic report card is produced at the end of the assessment to show how the destination compares to tourism industry average and best practices. This assessment is the only type of its kind in the tourism industry today and is recognized as a widely accepted best practice in planning and policy planning. Fiscal Impact: The total cost for the facilitation of the Three Year Strategic Tourist Development Plan, DestinationNEXT Assessment and presentation to the tourism industry is 22,000 with travel related expenses included in the total cost of services and will not exceed proposed budget. Staff will need a budget amendment to pull funding from reserves. Tourist Tax Collection September Tourist Development Tax Revenues increased +2.32% (+1,615) TDT revenue 71,244 in comparison to September s 69,629 revenue in

24 This improves the destination s year-to-date revenue from 1,078,395 (2016) to 1,150,000 (2017) which is an overall increase of 71,605 or +6.64% in fiscal year 2016/17. STR Report September s Smith Travel Report showed another significant growth in occupancy at +17.9% from 58.2% in 2016 to 68.6% in Pasco s ADR increased 13.4% for the month of September bringing the STR lodging rate in at from Our REVPAR grew +33.6% for the month of September from to In year-over-year measurements, the industry's occupancy rate has amplified +4.0% to 69.8% in comparison to this time last year. Average daily rate has increased +2.3% to finish the time period at Revenue per available room for this time period is up +6.4% to finish at December TDC meeting to be cancelled? Old Business Dick s TOC Default letter sent to KSE Past and Future Events Scream-A-Geddon Cotee River Bike Fest Rattlesnake Festival Tampa Fall Classic 4Nation s Cup (Canada, USA, Sweden and Finland) Florida Bug Jam Savage Race Sept 22 Nov 4 Oct Oct Nov 3-5 Nov 7-12 Nov Nov

25 Pasco County Office of Tourism Development Projects Report FROM: Consuelo Sanchez DATE: 11/07/2017 Special Event Marketing Program EVENT AMOUNT DATE STATUS NEXT STEP DEADLINE NOTES Cotee Bike Fest 10,000 10/13/17 Work in progress Post Event Report 1/16/18 Florida Bug Jam 20,000 11/11/17 Work in progress Post Event Report 10/13/17 Rattlesnake 5,000 10/21/17 Work in progress Post Event Report 10/06/17 Kumquat Fest 7,300 1/27/18 Work in progress Insurance 12/27/17 Upcoming event Pig in Z/hills 4,000 1/19/18 Work in progress Insurance 12/19/17 Upcoming event Chasco Fiesta 20,000 3/9/18 Work in progress Insurance 2/9/18 Upcoming event Sport Event Sponsorship Program EVENT AMOUNT DATE STATUS NEXT STEP DEADLINE NOTES PBA 50 15,000 4/28/17 Payment to PBA 12/31/17 P.O. has been requested already Skate for Hope 5,000 6/27 Post Event Report Pending Review Post Event Report 12/31/17 Grantee is having issues to collect Room Night certifications THORS 25,000 7/6/18 To be presented to TDC 11/15/17 Event interested in multi-year agreement Successful Event MyHockey Tampa Fall 1,200 11/3/17 Post Event Report Pending Post Event Report 2/1/18 Partnership with Tampa Bay Sports Commission Savage Race 20,000 11/11/17 Future Event Post Event Report 2/12/17 Fall 2018 Dick s TOC ,000 12/29/17 COI pending COI 11/29/17 Default letter Dick s TOC 2018 TBD 12/29/18 To be reviewed 1/30/18 Needs discussion about future funding 25

26 MyHockey Midwinter Classic 2,400 1/13/17 To be presented to TDC TDC recommendation 11/15/17 Sunshine Games Figure Skating Sunshine Games Rugby 9,000 5/18/18 Waiting for official confirmation from FSF TBD 5/18/18 Waiting for official confirmation from FSF 11/15/17 11/15/17 Florida Sports Foundation EVENT AMOUNT DATE STATUS DEADLINE NOTES STAFF Dick s TOC ,500 12/29/17 Approved by FSF 9/26/17 Approved by BCC CS Savage Race Fall ,500 11/11/17 Approved by FSF 9/26/17 Approved by BCC CS Film Commission FILM PROJECT DATE PRODUCER VENUE DEADLINE STATUS STAFF Zero to 60 10/12/17 ITV America Land O Lakes N/A Approved SB Barricade Rental EVENT DATE STATUS NEXT STEP DEADLINE STAFF/NOTES Veterans Alternative 11/11/17 Complete Picking up of barricades by Requestor 11/10/17 Event: Veterans Freedom Fest Approved by Risk Mgmt 10/30 & DC Christmas Parade City of Zephyrhills 12/01/17 Complete Picking up of barricades by Requestor 12/02/17 Complete Picking up barricades by Requestor sent to requestor 11/30/17 Event: Christmas Parade Approved by Risk Mgmt 10/27/17 & sent to requestor 11/30/17 Event: Festival of Lights - Zephyrhills will use Dade City barricades and return them to Justin 26

27 West Pasco Chamber of Commerce 12/09/17 Complete Picking up barricades by Requestor COI finally approved by Risk Mgmt 11/2/17 and sent to requestor. 12/08/17 Event: Holiday Street Parade COI received and sent to Risk Mgmt on 11/02/17. COI approved sent for Requestor to coordinate pick up & return of barricades Financial Reporting PROJECT DATE DUTIES NOTES STAFF FY17 Budget On going Maintain budget and monitor all purchases, expenses, PO requests, requisitions, reimbursements, etc. SB Marketing/Promotions CAMPAIGN VENDOR AMOUNT 2018 Official Florida Vacation Guide Miles Media 10, /2 Page ad in "Travel USA" Inspiration guide and eguide Miles Media 11, Multi-Channel Campaign - Canada 2018 Spring Miles Media 9, Digital Marketing Campaign including banner and videos TripAdvisor Holdings, LLc 10, Digital Marketing Campaign Madden Media 20, Ad in FS Fishing Magazine - Nov/Dec Florida Sports Fishing 1, Full page on the Sports Planning Guide Digital advertising campaign in Canada and Germany Search engine marketing and influencers program Custom Visit Florida retargeting package Premier Tourism 1, Marketing Corporation for Travel Promotion - Brand USA 8, Madden Media 34, Madden Media 27

28 10, Expedia Media Solutions Connect Travel 25, Florida Fishing Magazine - Jan/Feb 2018 Florida Sports Fishing 2, Update to Visitor Guide Other Projects PROJECT AMOUNT STATUS DEADLINE STAFF Visitor Profile Up to 50,000 First Evaluation to review proposals Gateway Signage 100,000 Cycling Fund Program Policy Update N/A Draft RFP and checklist sent to Purchasing for review We will come back to BCC after the receiving the results of the Economic Impact Study 10/16/17 TBD CS AT AT/PB Partnership with TBSC N/A To work on proposal 1/31/18 AT/CS Advertising agreement with Florida Hospital Center Ice Event Funding agreement with Florida Hospital Center Ice To be approved at the 11/28/17 BCC meeting To be approved at the 12/12/17 BCC meeting 11/28/17 12/12/17 CS CS CS NEXT BCC ITEMS: 11/28/17 TD TD Florida Hospital Center Ice Advertising Opportunity Caliente Bare Dare 28

29 Tourism Quarterly Expenditure Report - 7/1/ /30/2017 Adopted Budget FY17 Fund Balance 2113 Projected TDT % 95% YTD Totals Admin Adopted Revenue Operations % 426, ,616 REGULAR SALARIES AND WAGES FICA RETIREMENT EMPLOYEE BUY BACK OVERTIME OTHER CONTRACTED SERVICES EMP MOVING SERVICES COMMUNICATIONS OFFICE SUPPLIES GAS OIL LUBRICANTS IT/2504 COUNTY INSURANCE FUND I/T-2505 HEALTH SELF INSURANCE INDIRECT COST - BCC Total Promotion , , , , , , , , ADOPTED BUDGET OTHER CONTRACTED SERVICES TRAVEL AND PER DIEM COMMUNICATIONS RENTAL AND LEASES RENTAL OF COUNTY EQUIPMENT MAINT OF AUTOMOTIVE EQUIPMENT PRINTING-BINDING-REPRODU PROMOTIONAL ACTIVITIES ADVERTISING FOOD AND DIETARY EDUCATION AND TRAINING OFFICE SUPPLIES POSTAGE UNCAPITALIZED EQUIPMENT OPERATING SUPPLIES IT PURCHASE HARDWARE/SOFTWARE GAS OIL LUBRICANTS MEMBERSHIPS ADVERTISING AIDS TO PRIVATE ORGANIZATIONS EVENT SPONSORSHIPS Total 11, , , , , , , , , , , , , , , , , ,616 Carry Forwards / Budget Amendments 228, , , , , , , (49,384) Admin - Quarterly Expenditures REVISED BUDGET 460,000 Oct-Dec 1st 34, , , , , , Jan-Mar 2nd 38, , , , , , Apr-Jun 3rd 24, , , , , , TOTAL SPENT BALANCE* Jul-Sept 4th 19, , , , , , , , , , , , , , , , , , , (5,741.28) (2,783.46) (19.47) 16, , , , Pending Revenue YTD Revenue 575,000 (61,730) Carry Forwards / Budget Amendments 28, , , REVISED BUDGET Oct-Dec 1st 1, , , , , , , , , , , , , , , , , , , , , , , , , , , ADOPTED BUDGET 25, , , Promotions - Quarterly Expenditures Jan-Mar Apr-Jun Jul-Sept 2nd 3rd 4th , , , , , , , (52,304.54) 47, , (52,956.40) , ) , , , , (5,472.11) 1, , , , , (17,999.79) 115, , (11,732.04) 211, , TOTAL SPENT BALANCE* 30, , , , , , , , , , , , , , , , (58.41) (60.63) (4,680.00) (2,308.80) 7, , , , , (74.98) (61.01) (8.85) (429.45) 7, (2,151.11) 18, , , (120,623.37) 424, , This accounts were rebudgeted with unexpended funds in ORIGINAL BUDGET 14, , , AMOUNT REBUDGET 10, , , * The account balances do not refelect any encumbered funds such as Sponsorships Agreements. ACCOUNT Operations Reserves Promotions Reserves Constructions Reserves RESERVE BALANCE 2017 ADOPTED BALANCE AMENDMENT 2017 YTD BALANCE 229, moving assistance 219, , A Fishing Show 816,339 3,129,594-3,101,452 4,285,374 4,137,232 Pending Revenue (123,460.40) Pending Revenue YTD Revenue Promo Adopted Promo Budgeted Revenue Revenue 507, ,270 50% - Admin Budgeted Revenue 2017 ADOPTED BUDGET ,080, ,026, ,150, ,080,