Tourist Development Council (2025-06-05)

1 Tourist Development Council June 5, 2024 Milton, Florida Board Members Present Staff Present Judy Windorfer (Chairman) Julie White (Tourist Development Executive Director) Ray Eddington (Commissioner) Monica McBrien (Assistant Tourist Development Director) Tom Powers (City of Milton) Patrece Williamson (Visitor Information Specialist) Kelly Gatto (South End Appointee) Dan Helms (North End Appointee) Marla Crum (South End Appointee) Cortni Potapowicz (South End Appointee) Additional Agenda Items 1. White said she would like to add a discussion on the water tower project. 2. Windorfer asked Eddington to provide an update on the Coastal Vacation Center for Navarre Beach. She said the Art and Design Team that was hired in November appears to be close to completion. Eddington said the project is currently at 80% and should be at 100% within the next five to six weeks. He said it is coming along well, and he thinks everyone will be pleased with what is coming. Approval of Minutes 1. Approval of February 20, 2025, Minutes Eddington moved approval of February 20, 2025, Meeting Minutes. Potapowicz seconded and the motion passed without objection. 2. Approval of March 20, 2025, Minutes Gatto moved approval of March 20, 2025, Meeting Minutes. Potapowicz seconded and the motion passed without objection. Lodging Tax Update Quarterly Bed Tax Update Theresa Byrne, Tourist Development Tax (TDT) Clerk, said the Tax Division has implemented new software as of April 1st. She said there are a lot of new features and access to a lot of new data. Byrne said she expects to see some increase with the March and April data and will make reports as the information is available. She said the numbers will grow as people transition to the new system and outstanding returns for March and April are filed. Byrne said the new system has the capabilities of doing ad reviews. She said the Tax Department can send notification to property owners that do not have an account with the TDT Office and work toward bringing them into compliance with the TDT requirements. Byrne said the new businesses added to the system within the last two months have brought in approximately $40,000 in new revenue and she anticipates the number will grow. She said the concentrated efforts in the Tax Department will be making a big push for over communicating the TDT Requirements to property owners. Byrne said a lot of property owners feel blindsided and there is a lot of frustration surrounding the notices because Airbnb uses some wording in their contracts that suggests the tax requirements are being met. She said she believes the surface has only been scratched and with concentrated efforts she believes there will be a growth in that number.

2 Windorfer said they have taken over new properties that were self-managed by homeowners that did not understand the process. Bryne said she is hearing that from a lot of people. She said she thinks there could be a better approach to communicating the requirement. Review and Approval of the Quarterly Expenditure Audit Trail Report 1. January - March 2025 Report Eddington moved approval. Potapowicz seconded and the motion passed without objection. 2. October-December 2024 Report Eddington moved approval. Crumm seconded and the motion passed without objection. Advertising Agency - Julie White Quarterly Update FY25 Quarterly Update (Q2) January – March White gave a PowerPoint presentation. She said the target markets have been tweaked in response to data. White said the majority of visitors are from out of state, at 88.6%. She said regarding the Top 10 Out-of-State Markets, Atlanta comes in at number 1, Birmingham at number 2, New Orleans at number 3, Mobile and then followed by Nashville. White said the top in-state market is Panama City and the top 10 market index is Huntsville Decatur, Alabama. She said the percentage of retail spend from visitors is only 19%. White said she has stated for a long time that “we” are losing commerce to the east and west. She said she hopes the new coastal education, visitor, and boardwalk shops will provide the needed shopping so this number will flex, and “we” can keep the money in the county. White reviewed social media, content marketing, and public relations highlights. FY25 Quarterly Update – Upcoming (Q3) April – June White said “we” are still targeting ages 25 to 64, household income of $100,000 plus, beach travelers, outdoor enthusiasts, frequent travelers, vacation home rental lifestyle travelers, parents of children zero to 17, and RV travelers. She said the audience segment focuses on families, couples, eco travelers, RV travelers, and weddings. White said the paid media strategies were refocused with discussions with Paradise Advertising. She reviewed the Public Relations Focus for Q3 and Q4. Nashville Activation - Monica McBrien Video of "Today in Nashville" Interview McBrien discussed the video of an interview she had on Today in Nashville. McBrien gave an overview of the FY25 Iroquois Steeplechase Activation. She said they were the only booth that was for a destination. McBrien said most of the visitors to the booth knew where Navarre Beach was and said they were excited for a quieter beach. She said “we” did a lot of paid media. McBrien said the pitch was luxury travel and unique Gulf Coast experiences. She said paid social media ran before, during, and after the event helping to keep the brand top of mind for both attendees and those in key geo-targeted areas. McBrien said during the activation

3 they posted an Instagram story, took people behind the scenes of the studio for the interview and showed off that they were in Nashville for the Steeplechase. Project Teams None. Other Business / Public Input Water Tower Project White said in the Annual TDC Budget Meeting the council voted to put $200,000 towards the water tower mural project on Navarre Beach. She said a few years ago the county was in talks with the lessee of the county pier and the restaurant. White said the restrooms are not in the greatest condition, so there is a definitive need for a new restroom complex at the pier because of the amount of people that walk and come onto the pier. She said the county would like to build new restrooms so there needs to be discussion on shifting that $200,000 to a $500,000 pier restroom project. Windorfer said she firmly agrees there needs to be a change out there. She said she did not know this was the trajectory “we” were going to move in, but she would not be opposed to it. Potapowicz said she feels it is necessary to get ahead before the growth gets too far and it is out of control. She said there has been a lot of updating “out there,” but it does not feel like the restrooms match that. Potapowicz said she thinks it is a good decision. White said if everyone is in agreeance, “we” would vote to change that funding allocated for the water tower project to the restroom project at a half million dollars, then after that is over “we” can revisit the mural project on the water tower. Eddington moved to take the money from the paint and move it to the pier bathrooms. Crumm seconded and the motion passed without objection. Adjournment There being no further business to come before the council at this time, the meeting was adjourned at approximately 9:04 a.m.