TDC Quarterly Meeting - Lake County, Florida · 2018. 12. 5. · TDC Quarterly Meeting –FY18 Q4...

TDC Quarterly MeetingReview of FY2018 Q4 Activities

October 8, 2018

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TDC Quarterly Meeting – FY18 Q4 Review

Presentation Outline

1. Visit Lake Updates

2. Administrative and Budget

3. Market Analytics

4. Sports Report / Event Recruitment

5. Marketing, Advertising, Co-op Sponsorships, Upcoming Events

6. Next Meeting

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TDC Quarterly Meeting – FY18 Q4Visit Lake Updates

Visit Lake Updates

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4

Recent Trade Shows and Conferences

Florida Festival and Events Association (FFEA)

Visit Florida Governor's Conference (GC18)

CONNECT Sports Marketplace

S.P.O.R.T.S., the Relationship Conference

TDC Quarterly Meeting – FY18 Q4Visit Lake Updates

Pilot Program Bright Guard

Sunscreen Initiative

• Partnership with Visit Lake, Parks

& Trails, South Lake Hospital -

Orlando Health and City of

Clermont

• 10 sunscreen dispensers to be

placed around Lake County; 5 in

City of Clermont

TDC Quarterly Meeting – FY18 Q4

Visit Lake Updates

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Upcoming Promotions

• Lake Sumter Style Custom Arts Insertion (Fall)

• Orlando Attractions.com/Alamo Magazine (Winter)

• Travel South Magazine (Winter)

• Scott Martin TV Show (TBD)

• USA TODAY Go Escape to Florida (Winter)

• Undiscovered FL / Smithsonian Issue (Winter)

• USA Today Southeast Travel: Go Escape 2019 (Spring)

• How to Do Florida TV Program (Spring) 6

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FY2018 Visit Lake Budget - Promotions

TDC Quarterly Meeting – FY18 Q4Administration and Budget

FY17 BUDGETED

FY17 ACTUAL

% EXPENDED

FY18 BUDGETED

FY18 ACTUAL

% EXPENDED

PROMOTIONSAKERS MEDIA/WATUAGA GROUP $500,000 $304,899 61% $500,000 $483,065 97%CENTRAL FLORIDA SPORTS COMM/ $104,952 $104,952 100% $75,000 $71,000 95%TRAVEL AND PER DIEM $25,000 $8,984 36% $25,000 $15,607 62%PRINTING $22,000 $10,370 47% $17,000 $6,519 38%PROMOTIONAL ACTIVITY $1,082,421 $909,595 84% $1,389,641 $908,119 65%HOSPITALITY/FAM TOURS $10,000 $649 6% $10,000 $0 0%EVENT MANAGEMENT & LOGISTICS $9,244 $287 3% $41,031 $315 1%

SUB-TOTAL PROMOTIONS $1,760,375 $1,342,411 76% $2,057,672 $1,484,625 72%

TDC Quarterly Meeting – FY18 Q4Market Analytics

Market Analytics

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TDC Quarterly Meeting – FY18 Q4Market Analytics

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$248,615 $256,750

$288,458$315,073

$355,829

$412,300

$307,169

$251,741$265,237 $260,788

$233,847

$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

October November December January February March April May June July August September

Fiscal Year Monthly TDT Revenue Comparison

FY 2016 FY 2017 FY2018

$2,722,314

$3,163,860$3,195,807

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

October November December January February March April May June July August September

Fiscal Year Cumulative TDT Revenue Comparison

FY 2016 FY 2017 FY2018

TDC Quarterly Meeting – FY18 Q4Market Analytics

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$1,953,071

$2,206,951

$2,390,115$2,554,320

$2,912,477

$3,195,807

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY2018

Fiscal Year-to-Date TDT Revenue

TDC Quarterly Meeting – FY18 Q4Market Analytics

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14%

6.9%

8.3%13%

6.5%

9.73%

TDC Quarterly Meeting – FY18 Q4Market Analytics

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50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

October November December January February March April May June July August

2017 2018

Monthly Occupancy Rate

Lake County

Marion County

Orange County

Osceola County

Polk County

Seminole County

TDC Quarterly Meeting – FY18 Q4Market Analytics

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$60.00

$70.00

$80.00

$90.00

$100.00

$110.00

$120.00

$130.00

$140.00

$150.00

$160.00

$170.00

October November December January February March April May June July August

2017 2018

Monthly Average Daily Rate

Lake County

Orange County

Osceola County

Polk County

Seminole County

TDC Quarterly Meeting – FY18 Q4Market Analytics

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$40.00

$50.00

$60.00

$70.00

$80.00

$90.00

$100.00

$110.00

$120.00

$130.00

$140.00

$150.00

$160.00

October November December January February March April May June July August

2017 2018

Monthly RevPAR

Lake County

Marion County

Orange County

Osceola County

Polk County

Seminole County

TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment

Sports Report / Event Recruitment

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Recent Events

• Fondo Cycling Circuit USA – Clermont– Grand Opening of Victory Pointe, Clermont

TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment

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Event Recruitment

• Closed Bids– 2019-2020 USAT Multisport Festival (LOST)

• @ Clermont | Sommer Sports host

– 2019 Bassmaster Eastern Open (WON)• @ Venetian Gardens | 400 projected anglers

• Outstanding Bids– 2019 American Cornhole Organization – Florida State Championships

• @ Clermont | June, 2019

– 2020 FAI Hang Gliding World Championship (Women, Sport Class, Class 2, Class 5)• @ Groveland | April, 2020

TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment

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Event Recruitment

• Targeted Bids– 2019 Xtreme Bass Fishing Trail Florida State Championship

• @ Venetian Gardens | 200 projected anglers

– 2019 American Fishing Tour National Championship – American Bass Anglers

• @ Venetian Gardens | 400 projected anglers

– 2020 PDGA US Masters Disc Golf Championship• @ Lake County Disc Golf Trail | Central Florida Sports Commission & Lake County Disc Golf Club

TDC Quarterly Meeting – FY18 Q4Sports Report / Event Recruitment

TDC Quarterly Meeting – FY18 Q4Capital Projects

Capital Projects

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Hickory Point Beach Athletics Center• Groundbreaking – August 16, 2018; Estimated Opening – Spring, 2019

TDC Quarterly Meeting – 2018 Q4Capital Projects

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TDC Quarterly Meeting – 2018 Q4Capital Projects

As of October 4, 2018

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Hickory Point Beach – Parking Deterrents & Signage• Signage installed August, 2019; Parking Deterrents installed September, 2019

TDC Quarterly Meeting – 2018 Q4Capital Projects

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Lake County Disc Golf Trail• Six (6) courses:

– Clermont – “Champions Pointe” @ Hiawatha Preserve – Mount Dora – “Nature Park Disc Golf” (9-holes) – Mount Dora – “Lincoln Park Disc Golf” (9-holes)– Eustis – “Palmetto Trails” Palmetto Point (Under Construction)– Lake County – North Lake Park (Design completed)– LSSC (Leesburg Campus) – “Lakehawk Landing” (under design)

• Course signage currently being created by Communications Department

• Project construction schedule completion; end of 2019.

TDC Quarterly Meeting – 2018 Q4Capital Projects

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Eustis – “Palmetto Trails” Palmetto Point

TDC Quarterly Meeting – 2018 Q4Capital Projects

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FY2018 Visit Lake Budget – Capital Projects

TDC Quarterly Meeting – FY18 Q4Capital Projects

FY17 BUDGETED

FY17 ACTUAL

% EXPENDED

FY18 BUDGETED

FY18 ACTUAL

% EXPENDED

CAPITAL PROJECTSHPB FIELDHOUSE $1,663,672 $90,652 5% $1,844,308 $92,785 5%HPB FACILITY IMPROVEMENTS $0 $0 $100,000 $0 0%LCWA CONTRACTED IMPROVEMENTS $0 $0 $50,000 $0 0%LAKE COUNTY DISC GOLF TRAIL $0 $0 $150,000 $19,600 13%WOOTEN PARK EXPANSION $248,000 $3000 1% $0 $136,935 55%VICTORY POINTE/TRIATHLON BEACH $400,000 $0 0% $400,000 $0 0%CANOE/KAYAK COURSE $60,000 $60,000 100% $0 $0 0%ASTOR BOAT RAMP & PARKING EXP. $0 $0 $20,000 $20,000 100%

SUB-TOTAL CAPITAL PROJECTS $2,371,672 $153,652 6% $2,564,308 $213,272 8%

TDC Quarterly Meeting – FY18 Q4Marketing and Advertising

Marketing, Advertising, Co-op Sponsorships

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TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

Promotions to overseas markets prove

popular through Orlando portals

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In the News:

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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Partner Portal

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

$76,200

$44,700

$31,500

$55,500

$26,000 $29,500

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

Total Sports Tourism

Grant Amounts Awarded

FY17 Q4 FY18 Q4

17

10

7

15

5

10

0

2

4

6

8

10

12

14

16

18

Total Sports Tourism

# of Events Sponsored

FY17 Q4 FY18 Q4

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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Event Sponsorships (Sports vs. Tourism)

104

118

95

100

105

110

115

120

FY17 FY18

Event Sponsorship Applications Received

$608,14

$717,430

$540,000

$560,000

$580,000

$600,000

$620,000

$640,000

$660,000

$680,000

$700,000

$720,000

$740,000

FY17 Q4 FY18 Q4

Event Sponsorship Funding Amount

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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FY17 vs. FY18

5

9

0

1

2

3

4

5

6

7

8

9

10

FY17 Q4 FY18 Q4

Co-Op Marketing Applications Received

$23,95

$33,912

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

FY17 Q4 FY18 Q4

Co-Op Marketing Amount Awarded

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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FY17 Q4 vs. FY18 Q4

12

20

0

5

10

15

20

25

FY17 FY18

Co-Op Marketing Applications Received

$30,150

$66,124

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

FY17 FY18

Co-Op Marketing Funding Amount

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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FY17 vs. FY18

TDC Quarterly Meeting – FY18 Q4

Upcoming Notable Events

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Upcoming Notable Events

October

• 20 – 28th Annual Great Floridian Triathlon| Sommer Sports, Clermont

• 27-28 – Mount Dora Craft Fair | Mount Dora

November

• 2-18 – Lady of the Lakes Renaissance Faire| County Landfill Rd, Tavares

• 9 - December 30 – The Polar Express Train Ride| Wooton Park, Tavares

TDC Quarterly Meeting – FY18 Q4Upcoming Notable Events

Tab 2 – Office of Communications Report

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

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LLL – Lakeridge Winery & Vineyards Darlyne’s Jams

LLL – Premier Boat Tours Lake County Fairground & Expo Center Meeting Venues

Video Production

Social Media

39

Web Site Design

40

Lake County

Fairgrounds

and Expo

Center

Creative Content

41

• Editorials

• Blogs

• News Releases

• Advertisements

• Photography

• Video

Tab 3 – Akers Media Report

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

Tab 4 – Greater Orlando Sports Commission

Report

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report

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TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report

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TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report

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TDC Quarterly Meeting – FY18 Q4Greater Orlando Sports Commission Report

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NEW BUSINESS

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Tab 5 – Visit Florida and Research Opportunities

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

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Research and Introduction:

Brandy Hastings

VISIT FLORIDA Cooperative Marketing

Opportunities for

Lake County

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

52

TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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TDC Quarterly Meeting – FY18 Q4Marketing, Advertising, Co-op

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Contact Information

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Brandy Hastings

bhastings@visitflorida.org

850-205-3869

Tab 6 – 2020 Fishers of Men National Championship Funding

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

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2020 Fishers of Men National Team Championship

• Event hosted and managed by Greater Orlando Sports Commission

• Proposed Date: March 7-14, 2020

• Venetian Gardens & Ski Beach host venue

• Projected participation between 145 boats & 290 anglers

• Projected 957 hotel room nights generated and $1.1M in Economic Impact

• GO Sports (Central Florida Sports Commission) and Lake County hosted the 2015 Fishers of Men National Team Championship.

TDC Quarterly Meeting – 2018 Q42020 Fishers of Men Championship Funding

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Notable Tournament Budget Expenses:1) Bid Fee – $30,000

2) Accommodations for staff

3) Complimentary venue for weigh-in and meeting space

4) Banquet for participants

5) Additional event operation items

Estimated cost approximately $45,000

Requested TDT funding amount is $45,000

TDC Quarterly Meeting – 2018 Q42020 Fishers of Men Championship Funding

Tab 7 – PEAR Park Pickleball Complex Expansion

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

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What is Pickleball?

• Paddle sport that combines elements of tennis, badminton and table tennis; with 2 or 4 players

• Approximately 2.8M pickleball players in country; according to the Sports & Fitness Industry Association (SFIA) 2016 Pickleball Participant Report

• USA Pickleball Association has 22,000 members; 450% increase over 5-years

TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion

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TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion

Pickleball Growth & Opportunity

• Lake County & Surrounding Areas

– The Grand Oaks Resort

– The Villages

• Event Opportunities

– USA Pickleball Association (USAPA)

• USAPA National Championship; 1,300+ players, 9-days of events

• USAPA Regional Events; 350+ players, 4-days of events

– AAU Pickleball

• Official alliance with USAPA to co-brand programs and tournaments targeting youth and adult players

• AAU has 700,000 members

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TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion

Current Status Expansion Plan

PEAR Park Pickleball Complex Expansion

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TDC Quarterly Meeting – 2018 Q4PEAR Park Pickleball Complex Expansion

PEAR Park Pickleball Complex Expansion• Current # of Pickleball Courts = 6

– PEAR Park Pickleball Complex currently has 2 tennis courts (may be used for pickleball), restrooms and grass parking

• Pickleball Complex Expansion # of Pickleball Courts = 12

• Additional amenities include paved parking, shelter, paved sidewalk around courts

• Project tentative to begin Spring, 2019 and completed Summer, 2019

• Estimated budget: $200,000

• Visit Lake staff proposes to partner with Parks & Trails on this expansion to allow for tourism use, event recruitment and to allow opportunity for additional projects

Tab 8 – Sugarloaf Mountain

Eco-Tourism/Cycling Amenities

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

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Sugarloaf Mountain-area Eco-Tourism & Cycling Amenities

• Sugarloaf Mountain is the highest elevation in peninsular Florida

• Sugarloaf Mountain Road and surrounding areas are extremely popular destinations for eco-tourism, cycling and triathlon athletes and events

• Events and community have expressed concern and need for amenities on the routes to accommodate the growing number of events and athletes

• Potential amenities and attractions may include points of interest markings, nature/birding center, bicycle repair stations, observation points, trailheads, restrooms, etc

TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling

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TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling

STRAVA Heat Maps• STRAVA is a popular social fitness network used to

track cycling, running and swimming. Used by amateur and professional athletes for training.

• “Heat Maps” show popularity of locations and routes

• Sugarloaf Mountain-area is one of the “hottest” routes in area

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TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling

Event Support

• Following events utilize Sugarloaf-area:

– Great Floridian Triathlon– Florida Challenge “The Intimidator”– Fondo Cycling Circuit USA – Clermont– Horrible Hundred– Mount Dora Bicycle Festival

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TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling

Parks & Trails Master Plan

• Sugarloaf Mountain Trail & Ferndale Connector future planning

• Amenities would plan to serve as future trailheads of expanded County-wide trail system

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TDC Quarterly Meeting – 2018 Q4Sugarloaf Mountain Eco-Tourism & Cycling

Potential Locations

1. Sugarloaf Mountain Rd, Minneola

a. Land owner: City of Minneola

2. Sugarloaf Mountain Rd, Minneola

a. Land owner: City of Minneola

3. 20800 CR 455, Minneola

a. Land owner: Epic Holdings, LLC & Parkview Oaks, LLC

Tab 9 – Capital Project Funding Application“Legends Way Ballfields Scoreboard Replacement”

Lake Sumter State College

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TDC Quarterly Meeting – 2018 Q4Lake County EDT Quarterly Update

TDC Quarterly Meeting – 2018 Q4Capital Project Funding Program

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2018 Fall Cycle for Capital Projects Funding Program

• One (1) application submitted: – Applicant: Lake Sumter State College

– Project: Legends Way Scoreboard Replacement

– Requesting: $62,500

• First TDC Hearing: October 8 @ 3:00pm, Mission Inn Resort

• Second TDC Hearing: October 29 @ 3:00pm, BCC Chambers

Upcoming Meetings:

Capital Funding Meeting: October 29, 2018

Quarterly Meeting: January 7, 2019

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TDC Dates for 2019

All times 3-5 p.m., locations TBDMonday, January 7, 2019 (regular meeting)

Monday, April 8, 2019 (regular meeting/1st capital funding meeting)

Monday, April 22, 2019 (2nd Capital funding meeting if needed)

Monday, July 8, 2019 (regular meeting)

Monday, October 7, 2019 (regular meeting/1st capital funding meeting)

Monday, October 21, 2019 (2nd Capital funding meeting if needed) 74