Nature s Place to Play

TO: FROM: SUBJECT: DATE: MEMORANDUM Honorable Chairman and Members of the Hernando County Tourist Development Council Tammy J. Heon, Manger, Tourism Development TDC Meeting August 13, 2018 Attached are your agenda and back up materials for the TDC Meeting scheduled for 2:30 on Thursday, August 16, 2018. This meeting will be held at the Brooksville-Tampa Bay Regional Airport. If you have not already done so, please confirm your attendance at this time; via phone to 352-754-4109 or email to dpecora@floridasadventurecoast.com. Thank you, Hernando County Tourist Development Council Members Therese White Motel 6 Spring Hill/Weeki Wachee Chairperson John Mitten Hernando County Board of County Commissioners John Athanason City of Weeki Wachee Joe Bernardini City of Brooksville Sherry Pedonesi Member Michael DeFelice Hernando Grower's Association Mike Dolan The Dolan House Catherine Reeves The Bistro Tammy J. Heon Manager, Tourism Development Tammy J. Heon Manager, Tourism Development Nature s Place to Play

Hernando County Tourist Development Council Meeting August 16, 2018 2:30PM 5:00PM Location: Brooksville-Tampa Bay Regional Airport; 15800 Flight Path Drive, Brooksville, FL 34604 Meeting called by: Tammy J. Heon, Manager, Tourism Development Mission Statement The Hernando County Tourist Development Council will identify, create, support and enhance activities, consistent with community assets that increase visitation and provide local economic impact. 2:30 Call to Order 2:30-3:00 Approval of Minutes July 12, 2018 meeting Finance Report Tammy Heon Tourism Manager s Report Tammy Heon 3:00-3:30 Old Business Update on FOWA Conference TDC Member Applications Action Item o Melissa Kehler o Yann Milcendeau 3:30-4:30 New Business Renewal of STR Agreement Action Item TDC Grant Funding Applications Action Item o Hernando County Fine Arts Council Brooksville Vision o Foundation/Brooksville Main Street o Evans Media Source, LLC o Hernando County Grower s Association o SSL Talent & Productions o The Arc Nature Coast 4:30-4:45 Council Member Reports John Athanason, City of Weeki Wachee Joe Bernardini, City of Brooksville John Mitten, County Commissioner Catherine Reeves, The Bistro Michael Dolan, Dolan House B&B Michael DeFelice, Hernando Grower s Association Sherry Pedonesi Therese White, Motel 6; Chairperson 4:45-5:00 Public Comment 5:00 Adjournment of Business Meeting

TDC Meeting 7/12/18 Page 1 HERNANDO COUNTY TOURIST DEVELOPMENT COUNCIL The Hernando County Tourist Development Council will identify, create, support and enhance activities, consistent with community assets that increase visitation and provide local economic impact. July 12, 2018 MINUTES OF MEETING The Hernando County Tourist Development Council conducted their meeting on Thursday, July 12, 2018, at 2:30pm. The meeting was held in the conference room at the Brooksville-Tampa Bay Regional Airport, 15800 Flight Path Drive, Brooksville. The meeting had been advertised and the public was invited to attend. The following is an attendance record and summary of discussions that took place at the meeting. MEMBERS PRESENT: Therese White John Mitten Sherry Pedonesi Catherine Reeves Michael DeFelice Joe Bernardini Mike Dolan STAFF: Tammy Heon, Tourism Development Manager Debbie Pecora, Administrative Assistant II EXCUSED: John Athanason CALL TO ORDER: TDC Chair Person, Therese White, called the meeting to order at 2:35pm on July 12, 2018. MINUTES of the June 13 meeting: A copy of the minutes of the June 13, 2018, meeting was included in the meeting package. MOTION: A motion was made by Joe Bernardini to approve the minutes of the June 13, 2018, TDC meeting. Motion seconded by Mike Dolan. Motion passed unanimously, 7-0. FINANCE REPORT: Tammy Heon TDT Collections for the month of June 2018 were $70,695.96, a decrease of 2.7% over FY 2017, which came in at $72,636.84. TDT Year-To-Date collections as of June 2018 were $826,054.43, an increase of 12.6% over 2017, which were $733,450.52. Year-To-Date Expenses are as follows: Personnel & Benefits - $220,617.04; Operating Expenses - $468,766.73, with outstanding encumbrances of $185,651.15; Non-Operating Expenses (all in reserves) - $205,938.00; Transfers to other Funds - $6,144.00 (all for Health Care Center). Total Expenses Year-To-Date - $695,527.77; Outstanding Encumbrances - $185,651.15, leaving a balance of $447,922.08, which includes the reserves. STR Report Year over Year for May 2018 Occupancy 4.6% down for the month ADR 0.1% down for the month RevPAR 4.4% up for the month Year-to-Date as of May 2018 Occupancy Up 0.2% ADR Up 3.6% RevPAR Up 3.4%

TDC Meeting 7/12/18 Page 2 TOURISM MANAGER S REPORT: Tammy Heon Bike Florida: Tammy Heon reported she had a meeting with Bike Florida organizers at The Quarry to review where camping would be set up, as well as entertainment and vendors. They brought their volunteer coordinator, as well as the stage operator; all were enthusiastic about the site. Tammy Heon reported that we are hosting the group four nights, March 28-31, 2018. Tammy Heon reported they are coming here again the week of July 30, 2018, for another site visit. Politics in the Park: Tammy Heon reminded all TDC members that Politics in the Park will be held on July 18, 2018, at Nature Coast Technical High School. Tammy Heon reported she is putting together packets of information to hand out to all elected candidates and those running for office; she will visit them all and give each one a packet of information and all our literature. Financial Disclosure: Tammy Heon stated these were discussed at the last TDC meeting on June 13, 2018, and after doing some research, she wanted all TDC members to know that these reports do not apply to them. Classic Clusters Dog Park: Tammy Heon reported we have a challenge with the management of the dog park; and she is looking for a solution and asked for guidance and/or advise from the TDC. She has seen a trend with the management of the dog park; when renting to a new event, they offer a reasonable rent the first year or two. Once the event appears successful, they raise the rent to an unsustainable amount for subsequent years. This is forcing our event promoters to consider other locations for their events. While the management of the dog park has every right to charge what they wish, their practice is jeopardizing the future of events that we ve invested tens of thousands of dollars. Tammy Heon would like to find a way to meet with their board of directors and explore possibilities for working with the park that will allow them to continue to host these events. In the event that no resolution can be found, Tammy Heon suggested we may need to stop supporting events held at the venue; if the events have no long-term future in Hernando County, the investment is not warranted. Tammy Heon asked if any TDC member knows any one on their board or have connections with any one on their board. Tammy Heon stated that she will not recommend the dog park until the situation can be resolved. Catherine Reeves stated that she knows one member of the dog park board who comes to The Bistro every Thursday night for dinner. Tammy Heon stated that she would try and stop by on a Thursday night so that Catherine Reeves could introduce them. Madden Media SEM Campaign Report: Tammy Heon reported the SEM campaign continues to perform well as we had 1,534 clicks 8.4% CTR (click through rate) in June 2018; 10,550 clicks 6.32% CTR YTD; Top Ad Groups: scallops 15.7% CTR, manatees, visit, biking, attractions, hiking, kayak/paddleboard, lodging, fishing, boating, dining; Top Keywords: Florida scallop season 2018, places to view manatees in Florida, manatee viewing in Florida, Florida scallop season, scalloping in Florida, Central Florida places to visit, bike rides in Florida, great destinations in Florida, hiking trails in Florida, West Florida tourist attractions. Tammy Heon reported that a storytelling campaign will launch September 1, 2018; the campaign will feature cycling, the opening of the Good Neighbor Trail, The Dolan House Bed & Breakfast, The Bistro, and Florida Cracker Kitchen s Tap Room. The campaign will be interactive with pictures and online story that will link back to Florida s Adventure Coast website. The Villages Newcomers Guide: Tammy Heon reported we will be advertising in this guide that goes to all 66,000 residents of The Villages, plus every new resident that purchases a home in the coming year. The full-page ad will be a co-op opportunity for our partners at a cost of approximately $281.00 per ad. Tammy Heon stated that Florida s Adventure Coast will have a banner on the top. She reported that we will be purchasing ads for Weeki Wachee Springs State Park and Chinsegut Hill. The information on the co-op ad opportunity will be in our partner newsletter. ACTIVITY REPORTS

TDC Meeting 7/12/18 Page 3 I-75 VISITOR CENTER JUNE 2018: The visitor center had 98 guests in June 2018. The top origin states were as follows: FL, KY, and LA. Top origin country: England. Conversions in June: 8 people for overnight visits and 10 for day visits. Internet and Signage/Drive By were the leading ways people found the visitor s center. Top interests were Florida Adventure Coast Map and Florida State Map in June 2018. WEEKI WACHEE VISITOR CENTER JUNE 2018: The visitor center had 886 guests in June 2018. The top origin states were as follows: FL, MS, and NJ. Top origin country: Canada. Conversions in June: 12 people for overnight visits and 86 for day visits. Internet and Florida State Parks Guide were the leading ways people found the visitor s center. Top interests were Florida Adventure Coast Map and Kayaking/Canoeing in June 2018. OLD BUSINESS: Grant Funding: Tammy Heon reported applications are due August 1, 2018, and she has emailed applications to previous recipients and new recipients. She has put out a press release and posted the information in our newsletter. Tammy Heon stated that because of the budget, we will probably only hear grant applications once this year. When the applications are received, Tammy Heon will send to all TDC members, along with a score sheet. Tammy Heon stated in years past, the TDC had asked for her recommendations and/or score sheet. She asked the TDC if they wanted her recommendations or score sheet this time. All TDC members agreed that they would like her recommendations and the score sheet. Oral presentations will be conducted at the August 16, 2018, TDC meeting. FOWA: Tammy Heon reported that planning for the FOWA conference to be held September 12-15, 2018, has met some challenges. We cannot use The Bus run by Hernando County, so we must rent charter busses, which will be costly to the budget. Boat captains were refusing to take people fishing for $50.00/each. Tammy Heon stated that she has a meeting scheduled for July 16, 2018, to try and work things out. Tammy Heon met with Senator Simpson and he stated he is available to speak at the opening ceremonies and dinner we host on September 12, 2018, to be held at Weeki Wachee Springs State Park. The following is a schedule of events planned during their stay: September 13, 2018 Craft Improvement Day at Sand Hill Scout Reservation, with a destination showcase; September 14, 2018 fishing or kayaking in the morning and TreeUmph! or Kegs, Casks and Corks tour at NJoy Spirits and Marker 48 in the afternoon. Dinner at Saxon Manor; September 15, 2018 shooting, kayaking or Chinsegut Hill tour in the morning and dinner at The Bistro. NEW BUSINESS: None TDC Member Reports: Sherry Pedonesi: She reported that she attended the Art Walk in June 2018. She thought it was very good and she enjoyed it a lot. Catherine Reeves: She reported the merchants of downtown Brooksville are trying to put together a map that will include shops and restaurants. Lee Middleton will be creating the map. She was thankful for Governor Scott s visit for lunch at The Bistro on July 10, 2018. Michael DeFelice: He reported there will be a motorcycle event at the Classic Clusters Dog Park over Labor Day weekend, which will be the same weekend as his bike rally in downtown Brooksville. He reported that he is planning another bike event for the weekend of November 10-11, 2018, which is Veteran s weekend. He reported that the Farmer s Market has moved to Old Hospital Road (across from Maw s Vittles) in Brooksville. John Mitten: He stated he is happy to be a part of the TDC and thinks everyone is doing a great job. He is looking forward to working with everyone on the TDC.

TDC Meeting 7/12/18 Page 4 Mike Dolan: He reported that he needs access to parking for his October 14, 2018, bike ride and he will work with Michael DeFelice to utilize space at the Health Department. He also reported that he is looking for sponsorship and marketing help for the Good Neighbor Trail ride event. Therese White: She stated this she is excited about all the people on the TDC and seeing everyone working together to better Hernando County. Tammy Heon reminded all TDC members that the September 2018 meeting must be changed to September 20, 2018 and the October 2018 meeting must be changed to October 25, 2018. Public Comments: None With no additional reports or business to be conducted, the meeting was adjourned at 4:05pm. Prepared by: Debbie Pecora

Don Barbee Jr. Clerk of Circuit Court & Comptroller, Hernando County FL Department of Financial Services - Room 230 20 N. Main Street, Brooksville, FL 34601 (352) 754-4201 TO: Tourist Development Council (TDC) Members: Therese White, Motel 6, Chairperson Joe Bernardini, City of Brooksville John Athanason, City of Weeki Wachee Sherry Pedonesi John Mitten, County Commissioner Mike Dolan, Dolan House B&B Catherine Reeves, The Bistro Michael DeFelice, Hernando Grower s Association FROM: SUBJECT: Department of Financial Services June Tourist Development Tax revenue (July 2018 collections) DATE: August 2, 2018 Comparison of Collections Current Year to Prior Year Current Year Prior Year Reporting Month July 2018 $ 84,575.04 $ 71,981.03 Year-To-Date $ 910,629.47 $ 805,431.55 Effective November 2014 reporting period, collections based on rate of 5% Fiscal Year Revenue Comparison $155,000.00 $135,000.00 $115,000.00 $95,000.00 $75,000.00 $55,000.00 $35,000.00 $15,000.00 2014 2015 2016 2017 2018 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Tax Revenue by Category Reporting Period Statistics Hotel/Motel 67% Hotel/Motel (67%) $56,966.95 Campground-RV Parks Residential/Other 29% 4% Campground/RV Parks (4%) $3,595.62 Residential/Other (29%) $24,012.47 CC: Don Barbee Tammy Heon George Zoettlein Toni Brady

Tourism Development Expenditures as of August 1, 2018 Expenditures Budget Year-to-Date Expenses Outstanding Encumbrances Available Balance Year-to-Date 510 Personal Total $322,366.00 $241,209.84 $0.00 $81,156.16 74.82% 530 Operating Expense Total $794,653.00 $800,548.62 $185,651.15 ($5,895.62) 100.74% 590 Reserves Total $205,938.00 $0.00 $0.00 $205,938.00 0.00% 591 Transfer Total $6,144.00 $6,144.00 $0.00 $0.00 100.00% Grand Total $1,329,101.00 1,047.902.46 $185,651.15 $281,198.54 78.84%

Website Analytics Summary July 2018 (7/1 7/31) OVERVIEW Traffic & Pageviews Sessions Users Pageviews Pages/Session/Duration %New Sessions 8,598 7,589 14,691 1.71 1:04 84.65 GEOGRAPHY Top States

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LEAD SOURCE REPORT - Fiscal Year October 1, 2017 thru September 30, 2018 FISCAL YEAR TOTALS US LEADS CANADIAN LEADS CLICKS* Totals 7,301 4,083 187 BEST OF AMERICAN TRAVEL (BOAT) - FALL (Oct17 - Feb18) Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS US 635 443 1141 168 0 0 0 0 0 2,387 CANADA 856 798 2043 386 0 0 0 0 0 4,083 2016-2017 VISIT FLORIDA MAGAZINE - (Miles Media) / (Yearly) Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Leads 100 58 44 151 152 307 96 166 308 92 1,474 SOUTHERN LIVING MAGAZINE Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Leads 13 12 11 4 3 6 571 101 54 53 828 Clicks* 11 6 9 6 10 10 71 28 14 22 187 AAA LIVING ** Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Primary n/a 101 301 89 31 0 25 4 0 0 551 Secondary n/a 0 0 44 132 0 159 31 0 0 366 AAA LIVING SOUTH ** Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 TOTALS Primary n/a 24 72 44 51 30 42 65 174 162 664 Secondary n/a 53 240 79 151 133 111 59 118 87 1,031 * RE: Click-throughs to the Florida's Adventure Coast website ** RE: AAA: Primary Leads - the consumer specifically requested information from you; Secondary Leads - the consumer selected a category that you were listed in July 2018 Leads Report created by SW on 8/9/2018

FY 10/1/17 to current: 2,595 Phone Calls Walk ins 95 Residents Total In-state Out of State Total 16 111 101 93 194 1-17 18-24 25-34 35-44 45-54 55-64 65+ 7 0 0 6 3 15 14 Top Origin States FL LA GA TX OH MO 24 4 2 2 2 1 Top Origin Countries DENMARK CANADA GERMANY 7 4 4 How did they find us? (Blank) Signage / Drive-by Internet Age Group Campground 24 17 2 2 Route traveled to get here Blank/Unsure I-75 I-10 Hwy-50/US-98 I-95 SR 54 I-4 10 27 5 4 4 2 2 Hotel / Camping Other Lodging Captured: Lunch Captured: Dinner Captured: Day Visit Captured: Overnight Intent to Return H: 4 / C: 2 4 0 0 22 0 20 Things to Do Adventure Coast Map WW State Park Info FL State Map Restaurants Chinsegut Hill Fishing 30 27 23 19 15 14 10 Directions Museums FL State Parks Brooksville Withlacoochee State Forest Events Boyett's Grove 9 9 8 7 7 7 6 Shopping Bathrooms U-Pick Peace Tree Trading Post Beaches / Pine Island Hotel / Motel 6 5 5 5 4 4 4 Croom MR 8/8/2018 F:\TDC\Staff Reports\I-75 VIC reports\2017-2018\july 2018 I75 VIC Report

OH PR GA PA WV WI 9 7 6 4 4 4 18 MR 8/8/2018 F:\TDC\Staff Reports\WWSSP VIC Reports\Fiscal Year 2017-2018\WWVic July Board Report 2018