Hernando County Tourist Development

Council Members

John Athanason City of Weeki Wachee

Joe Bernardini

City of Brooksville

Michael DeFelice Hernando County Growers

Association

Michael Dolan FSC Business Consultants

Roger King

The Dolan House

Yann Milcendeau Hernando Beach Motel

John Mitten

Hernando County Board of County Commissioners

Catherine Reeves The Bistro

Therese White Motel 6

____________________

Tammy J. Heon Manager, Tourism

Development

 

Nature’s Place to Play  

MEMORANDUM TO: Members of the Hernando County Tourist Development Council FROM: Tammy J. Heon, Manger, Tourism Development SUBJECT: TDC Meeting DATE: May 11, 2020 The TDC Meeting is scheduled for 2:00 pm on Thursday, May 14, 2020. To comply with CDC guidelines on public gatherings, this meeting will be conducted via Zoom. To join the meeting by phone dial 1-253-215-8782; the meeting ID is 980-202-3859, the meeting password is 549805. Citizens are encouraged to participate by phone and submit their comments to be entered into the record via email to theon@FloridasAdventureCoast.com. The deadline to submit public comment for the May 14, TDC meeting will be 5:00 p.m. on May 14, 2020. Attached are your minutes from the previous meeting, back up material and agenda. If you have not already done so, please confirm your attendance at this time via email to mrose@FloridasAdventureCoast.com. Thank you,

Hernando County Tourist Development Council Meeting May 14, 2020 2:00PM – 4:00PM Location: Via Zoom Dial-in number: 1 253 215 8782 Meeting ID: 980 202 3859 Password: 549805

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. 2:00 Call to Order 2:00 - 2:30 Approval of Minutes – April 9, 2020 meeting Finance Report – Tammy Heon Tourism Manager’s Report – Tammy Heon Consent Agenda

• Leads Report • Website Analytics

2:30-2:40 Old Business • Revised FY2020 Budget

2:40:3:40 New Business • None

3:40-3:50 Council Member Reports

John Athanason, City of Weeki Wachee Joe Bernardini, City of Brooksville John Mitten, County Commissioner Catherine Reeves, The Bistro Michael Dolan, FSC Business Consultants Michael DeFelice, Hernando Grower’s Association Yann Milcendeau, Hernando Beach Motel Roger King, The Dolan House Therese White, Motel 6

3:50-4:00 Public Comment 4:00 Adjournment of Business Meeting

TDC Meeting 04/09/2020

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.”

March 12, 2020 – MINUTES OF MEETING

The Hernando County Tourist Development Council conducted their meeting on Thursday, April 9, 2020, at 2:00 pm via Skype. To join the meeting by phone, dial 1-863-510-7930; the Conference ID is 694617667. To comply with CDC guidelines on public gatherings, citizens are encouraged to participate by phone and submit their comments to be entered into the record via email to theon@FloridasAdventureCoast.com. The deadline to submit public comment for the April 9, 2020 TDC meeting is 5:00 pm on April 9, 2020. The meeting had been advertised and the public was invited to attend via Skype. The following is an attendance record and summary of discussions that took place at the meeting. MEMBERS PRESENT: STAFF: Joe Bernardini Tammy Heon, Tourism Development Manager Michael DeFelice Valerie Pianta, Director of Economic Development Mike Dolan Michelle Rose, Administrative Assistant II Roger King Yann Milcendeau Therese White EXCUSED: John Athanason, John Mitten, Catherine Reeves CALL TO ORDER: Mike Dolan called the meeting to order at 2:07 pm, on Thursday, April 9, 2020. MINUTES of the March 12, 2020 Meeting: A copy of the minutes of the March 12, 2020, TDC meeting was included in the meeting package. Minutes Correction: Valerie Pianta noted she attended the March 12, 2020 TDC Meeting. MOTION: A motion was made by Michael DeFelice to approve the minutes of the March 12, 2020, TDC Meeting with the correction. Motion seconded by Yann Milcendeau. Motion passed; all in favor and no opposed. FINANCE REPORT: Tammy Heon Tammy Heon reported that the March Tourism Revenue Report from the Clerk’s Office is not yet available. Tammy Heon said that she is working on reforecasting our revenues based on the downturn from COVID-19. She is budgeting the remainder of the year based on significantly less revenues. She anticipates a loss of $250,000 to $300,000. She is awaiting the April Tourism Revenue Report and it may be the last robust report. Tammy Heon reported that we do have a significant amount of money in our balance forward cash item and we do have reserves. However, accurate numbers are currently unavailable as we await Tourism Revenue Reports. TOURISM MANAGER’S REPORT: Tammy Heon VISIT FLORIDA: Tammy Heon reported that VISIT FLORIDA’s call to action in response to COVID-19 is to halt advertising and cease activities including closing their Welcome Centers. They are working on a recovery plan process and have not yet announced specifics. The most recent webinar on tourism economics with data by arrivalist show a forecast of

TDC Meeting 04/09/2020

Page 2 turnabout in late July to early August. VISIT FLORIDA posts relaxing images daily on social media with a message of dreaming for the future. They host a call every week for DMOs with updates. Tourism Operations Updates due to COVID-19: Tammy Heon reported that Michelle Rose, Kim Poppke and Tammy Heon have taken home their laptop computers and pertinent files and are all working from home. We are functioning as we should and having Skype team meetings, however the Welcome Centers are closed. Kim is working on a project to improve and amplify our website content. Shannon Werner, for the last two and a half weeks, is working at the EOC (Emergency Operation Center), with Kasey Kupcik, Public Information Coordinator of Hernando County. Tammy Heon reported that all our paid advertising by Hernando County Tourism DBA Florida’s Adventure Coast has been stopped. We are continuing to publish our newsletters online and regularly update our social media presence. Yesterday, April 8, 2020, we hosted a webinar for partners on the topics of social media management and engagement. At the top of our Florida’s Adventure Coast website we have added a COVID-19 link with cancellations, closures, takeout /delivery restaurants, and other helpful reputable links. Tammy Heon said that hotels are reporting a mere 10-12 rooms per night. On March 27, 2020, Governor DeSantis executed a statewide ban on vacation rentals, thereby stopping new reservation and new check-ins. Exceptions to the ban being essentials: health care workers, emergency responders and military. Welcome Center: The ribbon cutting of our new Welcome Center at 205 E. Fort Dade Ave., Brooksville, is tentatively rescheduled to Tuesday, July 9, 2020. Tammy Heon reported that the county has implemented Zoom and future meetings will be via Zoom Meetings, a more user-friendly program. OLD BUSINESS: Grant Funding Training: Training is tentatively rescheduled to sometime in August, TBA. Madden Media: Tammy Heon stated that the previously approved Madden Media purchase of $23,000 for retargeting could be used for recovery program and she has Madden Media’s digital team working on advertising recovery options. Tammy Heon said she will follow the lead of VISIT FLORIDA as to when to reengage in marketing programs. She will not turn back on any of our advertising programs until VISIT FLORIDA turns theirs back on. NEW BUSINESS: Budget FY 2020-2021: Tammy Heon shared the FY 2020-2021 proposed budget via skype screen sharing and previously forwarded pdf. She spoke about several line items and specifics. This budget does not yet balance, there are some broad bases assumptions in place. Some figures are not yet available including the final balance cash forward number for the current fiscal year. Many of the line items figures are actual; however, in some fields there are no numbers because the figures are not yet available. Tammy Heon forecasted next year’s revenue at 75% of this year’s budget revenue; $825,000. Eighty percent of that is slated for tourism marketing and operations; $660,000. Twenty percent of that is slated for destination development; $125,000. Questions and discussion ensued regarding the accuracy of the forecasted 75% and planning adjustments over time as we move forward. Advertising expenditure commitments can be adjusted, and we are not committing ourselves to money we do not have. We will sign insertion orders in small increments. Joe Bernardini excuses himself from the meeting at 2:50 pm Mike Dolan inadvertently departed the Skype meeting at 2:51 pm and rejoined the meeting at 2:54 pm and we have a quorum present.

TDC Meeting 04/09/2020

Page 3 MOTION: A motion was made by Yann Milcendeau to accept the proposed budget as presented. Motion seconded by Roger King. Motion passed; all in favor and no opposed. TDC MEMBERS REPORTS: Therese White: She reported that she is still busy at Motel 6; last month they were at 60% occupancy and are currently down to 50%. They are performing better than others as they are an economy brand hotel, plus they are pet friendly and charge no pet fees. Therese White proudly reported that they are number three in the state of Florida for their corporation. Roger King: He reported that the Dolan House has stopped taken reservations as of March 23, 2020, due to COVID-19. Yann Milcendeau: He reported that due to COVID-19, Hernando Beach Motel and The Captain’s House have lost 90% lodging because of cancellations through July, including scheduled weddings. On a brighter note: pontoon boat rentals are increasing. Weekday rentals equal normal weekend rentals. Michael DeFelice: He reported that he has been working on grant applications for the Hernando County Growers Association. The Hernando County Growers Association is operating a drive thru farmers market three days a week at Marker 48. He has observed that motorcycling has increased daily, motorcycling is naturally a social distancing activity. He is working on a virtual/digital poker run possibilities. Mike Dolan: He reported that the Hernando County Fine Arts Council has selected a Feasibility Consultant to conduct a needs analysis to determine if a facility is warranted in Hernando County. Michael DeFelice suggested to Michael Dolan to visit online grants.gov. PUBLIC COMMENT: None submitted and nothing to report. The meeting was adjourned at 3:21 pm. Prepared by: Michelle Rose

Doug Chorvat, Jr.Clerk of Circuit Court & Comptroller - Hernando County 20 N. Main Street, Brooksville, FL 34601 - (352) 754-4201

TO: Tourist Development Council (TDC) Members:Joe Bernardini, City of Brooksville John Mitten, County CommissionerCatherine Reeves, The Bistro Mike Dolan Yann Milcendeau, Hernando Beach Motel Therese White, Motel 6 John Athanason, City of Weeki Wachee Roger King, The Dolan HouseMichael DeFelice, Hernando Grower’s Association

FROM: Department of Financial Services

SUBJECT: March Tourist Development Tax revenue (April 2020 collections)

DATE: May 7, 2020

Comparison of Collections Current Year to Prior Year

Current Year Prior Year

Reporting Month – March 2020 $ 89,418.09 $ 140,475.93

Year-To-Date $ 702,861.08 $ 645,940.68

CC: Doug Chorvat, Jr. Amy Gillis Tammy HeonStephanie Russ Toni Brady

$15,000.00

$35,000.00

$55,000.00

$75,000.00

$95,000.00

$115,000.00

$135,000.00

$155,000.00

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Fiscal Year Revenue Comparison

2016 2017 2018 2019 2020

81%

4%15%

Tax Revenue by Category

Hotel/Motel

Campground-RVParks

Residential/Other

Reporting Period Statistics

Hotel/Motel (81%) $72,298.83

Campground/RV Parks (4%) $3,321.45

Residential/Other (15%) $13,797.81

April 2020 Lead Source Report

April 2020 Lead Source ReportTotal Leads for Florida's Adventure Coast (excl. Weeki Wachee): 3,887 Total Click-throughs to the Florida's Adventure Coast Website: 909Total New Emails for Florida's Adventure Coast: 1,215

Month Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 TotalsFlorida's Adventure Coast - 2019-2020 Visit Florida Magazine - (Miles Media) / (Yearly)

Leads 75 60 77 116 130 106 177 741Emails 31 28 34 79 65 50 54 341

Weeki Wachee Springs State Park - 2019-2020 VISIT FLORIDA MAGAZINE - (Miles Media) / (Yearly)Leads 83 67 82 130 149 117 236 864

AAA Living NorthPrimary 0 123 152 239 103 66 25 708

Secondary 0 0 0 102 203 139 128 572Clicks* 52 59 16 70 43 31 17 288Emails 0 26 47 95 72 47 42 329

AAA Living SouthPrimary 110 37 0 80 170 47 0 444

Secondary 83 25 0 80 168 84 0 440Clicks* 97 107 55 149 87 79 44 618Emails 75 26 0 82 160 60 0 403

AAA WorldPrimary 0 226 174 112 1 0 0 513

Your AAA (AAA Northeast)Primary 0 0 0 73 102 181 105 461Clicks* 0 0 0 3 0 0 0 3Emails 0 0 0 26 32 51 33 142

Southern LivingPrimary 0 0 0 8 0 0 0 8

*Click-throughs to the Florida's Adventure Coast website

April 2020 Leads Report created by SW on 5/11/2020

Website Analytics Summary – April 2020 (4/1 – 4/30)

OVERVIEW Traffic & Pageviews

Sessions Users Pageviews Pages/Session/Duration %New Sessions 7,490 6,542 22,484 3.00 1:01 85.38

GEOGRAPHY Top States

Top Cities

Acquisition Top Traffic Sources

Social Media Traffic

Top Referrers

Behavior New vs Returning

Top Pages Visited Page Title

Landing Page

Exit Page

Content Drilldown

Demographics

Interests

Technology

CAMPAIGNS

CAMPAIGNS – TOP WITH DETAIL

(compared to April 2019)

Google Search Console Report – April 2020 (4/1 – 4/30)

SEARCH

Top Landing Pages