WEBVTT

METADATA
Video-Count: 1
Video-1: youtube.com/watch?v=TYq1p4MD9mE

NOTE
MEETING SECTIONS:

Part 1 (Video ID: TYq1p4MD9mE):
- 00:02:20: TDC Meeting Call to Order, Pledge, and Roll
- 00:05:24: TDT Collections up; Budget Season Approaching
- 00:07:34: New Creative Branding Presentations for Municipalities
- 00:16:35: Public Comment: Concerns About Palm Bay Marketing
- 00:22:16: Public Comment: Titusville Video and Rocket Launch Impact
- 00:26:30: Summer Marketing and Source Market Data Review
- 00:31:39: Discussion: Drive Market, Hotel Rates, and Occupancy
- 00:43:51: Public Comment: Police Hall of Fame Bankruptcy Inquiry
- 00:48:59: Board Member Reports and Summer Tourism Outlook


Part: 1

1
00:02:20.720 --> 00:02:40.000
Good afternoon. Welcome to the May 27th meeting for the Tourism Development Council. Uh let's start with the pledge of >> allegiance to the flag of the United States of America and to the republic for which it stands. One nation under God,

2
00:02:40.000 --> 00:03:00.000
indivisible, with liberty and justice for all. >> Who roll? >> Let's start with roll call. Julie Braa >> here. >> Mayor Connors >> here. >> Vice Chair Hermanson >> here. >> Larry John.

3
00:03:00.000 --> 00:03:16.000
>> Alex Litress >> here. >> Mayor Medina >> present. >> John Moran >> here. >> Wayne Sword >> here. >> Sheriff Felner >> and I'm here. Very good. We have a quorum. Thank you very much. >> All right. Before we get started, any disclosure, anything like that? Any

4
00:03:16.000 --> 00:03:32.720
anything anybody needs to say before we get going? No. Okay. And uh we do have council minutes to approve for April 22nd. Any questions on that?

5
00:03:32.720 --> 00:03:49.360
Is there a motion to approve the minutes? >> Have a motion by Mr. Hermanson. Have a second by Mayor Medina. Let's call the role on the minutes. >> Julie Braa. >> I. >> Mayor Connors. >> Yes. Vice Chair Hermanson,

6
00:03:49.360 --> 00:04:04.239
>> yes. >> Alex Litres, >> yes. >> Mayor Medina, >> hi. >> John Moran, >> yes. >> Wayne Sword, >> yes. >> Chair Felner, >> yes. And we'll show that approved. Thank you very much. Okay. Uh, moving on to the D item. We have an appointment to

7
00:04:04.239 --> 00:04:20.000
the marketing committee. Want to go to you, Peter, or introduce that or? >> Yeah. Um, so, and mayor, feel free to to jump in. I I don't know John, but um you wanted to appoint John Scully to marketing. Is that right? >> That is correct, sir.

8
00:04:20.000 --> 00:04:36.960
>> Okay. Anything we need to know about him or >> he's from the city? >> Yeah, he's uh lives in the city of Titusville. Actually happens to work in Rachel Sto's office in the clerk of courts. Oh, >> okay. >> Um so he's definitely involved countywide. Kind of gets around quite a bit. Uh very involved in our community.

9
00:04:36.960 --> 00:04:52.160
Actually serves on our planning and zoning board in the city of Titusville. So he's a younger individual, late 20s, I think. So, I think it'll be a good representation. >> All right, sir. So, it's back to the council to >> I know John and he's a he's a fine young

10
00:04:52.160 --> 00:05:07.919
man. He's a he's around here a lot. Um Okay. Uh >> move to appoint John Scoly to the market. >> I have a motion for John Scoly. I have a second. Uh so, have a motion by Mayor uh Connors. Have a second by Mayor Medina.

11
00:05:07.919 --> 00:05:24.160
Let's call the role on appointment of John Scoly. >> Julie Braa. I, >> Mayor Connor, >> yes, >> Vice Chair Hermanson. >> Yes, >> Alex Litress. >> Yes, >> Mayor Medina. >> I >> John Moran. >> Yes. >> Wayne Zord.

12
00:05:24.160 --> 00:05:40.560
>> Yes. >> Chair Felner. >> Yes. And we'll show him appointed. Very good. Peter. >> Thank you, sir. Um, well, we just had not only the best March we ever had the but literally the best

13
00:05:40.560 --> 00:05:57.440
month in history. We hit um 3.4 million. So, uh, TDT continues to climb. Um, you know, feel very fortunate about that. Uh we were a little unsure as we were going into this new calendar year, but um

14
00:05:57.440 --> 00:06:14.400
right now we're up about 4 and a.5% uh pacing. And if we if we stay on the pace with the budgeted amounts um which we've been pretty good, pretty close to um we would look like we could hit that 27.

15
00:06:14.400 --> 00:06:30.560
So we'll we'll see. Uh that's the goal obviously. So, but uh yeah, very exciting when we got that that news and um happy to see that. Um other than that, uh not a lot to report. I'm happy to answer any

16
00:06:30.560 --> 00:06:46.160
questions about the budget, but we're we're we're in good shape. Uh we're getting ready to go into budget season here. So, I'm I'll be presenting to the county manager uh next week and then uh when guys come back in July uh I'll

17
00:06:46.160 --> 00:07:02.400
present our budget and then we'll you know we'll be working on the marketing plan as well over the summer. Um and then go to uh it'll go to the committee marketing committee which by the way we have one tomorrow but it'll go to the marketing committee in July sorry in

18
00:07:02.400 --> 00:07:19.520
August right and then we'll bring it to the board in September. Sorry. We'll bring it here also in August and then we'll bring it to the board in September. So, um, lots of fun stuff coming. If nothing else on my report, sir, I'm

19
00:07:19.520 --> 00:07:34.479
happy to go to item three. >> Um, let me ask real quick questions for Peter. Questions for Peter on the collection or budget? No. Okay. All right, Peter. >> Okay. I'm going to ask Laura um to share

20
00:07:34.479 --> 00:07:51.759
uh a presentation. We um been working pretty diligently on some new creative both for Cocoa Beach and for Melbourne and Palm Bay as well as for repurposing some new creative we had done last year for Titusville. So trying to bring all the brands sort of together under the

21
00:07:51.759 --> 00:08:10.000
umbrella. Um I will say the um the Cocoa Beach initiative was a real um collaborative effort. Tom was part of that. Um, Cocoa Beach Hotel Association was involved. Um, and then on the Melbourne Palm Bay side, um, we worked

22
00:08:10.000 --> 00:08:26.000
with the, uh, South Bard Tourism Coalition, uh, which is part of, um, the Space Coast Chamber. Um, and, uh, they're a hospitality group. Julie's a member of that. Pam Rothenberg, uh, leads that. And, uh, they were very

23
00:08:26.000 --> 00:08:41.680
involved in in that present or that whole process. So we went through a full branding process to get to to these creatives. So it's you know several months of work of terms of research and analytics and then kind of working with

24
00:08:41.680 --> 00:08:56.959
the agency to to build the brand before they even get into the creative execution. Um then you get the creative execution and then we produced it all um last month. So it's been it's been a busy four or five months uh working through all of this. So I'll I'll let

25
00:08:56.959 --> 00:09:40.240
Laura share everything. Does the arrow work? right here. >> Should we call on real quick or >> Yeah, why don't we let them call and I can I can go to uh I can go to the next item while they work on it. Um the next

26
00:09:40.240 --> 00:10:04.040
item is under your um under your uh agenda. >> All right, you guys keep working on it. We'll we'll go to the next We'll go to the next item. Oh, there it is. Okay. I guess we won't. >> We're going to see what the old fashion.

27
00:10:06.240 --> 00:10:47.440
>> All right. >> Also know also known as Thank you, Logan. >> Thanks, Logan. >> So, what you're seeing here is our new word. Um, as you can see, we've done >> Laura, can you use the mic, please? >> We've done a whole family of word marks

28
00:10:47.440 --> 00:11:05.040
for all the municipalities. Um, so it'll all fall under the Florida Space Coast brand and then as we are marketing and in our advertising, each um, municipality will be called out. So that's something we've kind of worked on the last few years to really highlight

29
00:11:05.040 --> 00:11:21.440
the differences for each municipality and this just kind of gives it a visual to go along with it. >> And, you know, working with the Melbourne and Palm Bay folks, they really wanted to join together in terms of the branding. So that kind of gave us some good direction on that. Um, and you know, I think it's I think it's

30
00:11:21.440 --> 00:11:41.760
interesting. You'll see uh how that gets executed. >> Sorry, I'm going to stop this. I know y'all have seen this a thousand times, but we have updated the the word mark in here. So, it it's pretty cool. >> 10 seconds and counting. 9 8 Ignition

31
00:11:41.760 --> 00:12:00.399
sequence start. 7 T minus 6 5 All engines running four 3 2 1

32
00:12:00.399 --> 00:12:20.000
liftoff. We have a liftoff. >> So again, that's just a repeat. We've just refreshed what we've been using. It's very popular spot and it it performs for us. So then we'll move into Cocoa Beach. Um this is an what we're calling the Aruck campaign. It was developed with our ad

33
00:12:20.000 --> 00:13:10.079
agency. Um when we after we did our branding exercises, we did capture new video and still photography. So you'll see a lot of that incorporated throughout um all municipalities. So that's the TV spot. Here's some of the digital advertising we're doing. Um,

34
00:13:10.079 --> 00:13:26.639
again, still shots, a lot of the things you saw in the video. Um, we captured all of that at one time. So, that was very coste effective. A few more here. >> The the line you should see the look on your face is, you know, kind of plays

35
00:13:26.639 --> 00:13:42.720
off that whole aruck idea. Um, and it would kind of carry it through into into some of the other areas as well. And I'm the next thing I'm going to show you is Cape Canaveral. Um, Port Canaveral, I'm sorry. We did um a video

36
00:13:42.720 --> 00:13:58.959
for them as well. And this is part of the D2 advertising rotation. So, we've got a, you know, 30 second spot here. >> It's easy to see why travelers say that Port Canaveral is the best port ever. Breezing through welcoming terminals

37
00:13:58.959 --> 00:14:15.120
onto the world's newest ships, setting sail, and then keeping the adventure going when you step back on shore. With waterfront dining, breathtaking rocket launches, family-friendly activities, and legendary Cocoa Beach right next door, your cruise is just the beginning

38
00:14:15.120 --> 00:15:09.120
of your trip to Florida's Space Coast. So then moving into Melbourne and the beaches again a part of the aruck campaign. It was really interesting going through the branding process. The um the research that we did, we we got some insight that you know, Melbourne was

39
00:15:09.120 --> 00:15:26.560
definitely a different pace and a different vibe than Cocoa Beach. And so you see a little bit of the more kind of the softer edges of Melbourne and um very very much more focused on kind of a laid-back uh feeling. Um they like they

40
00:15:26.560 --> 00:15:47.360
like the uh you know the more wide the more open beaches, not as many people. Um couples a lot more couples. So it was interesting to see the differences uh between the two the two brands. And this is some of the digital.

41
00:15:47.360 --> 00:16:08.240
Many, many sizes were created. So, I'm just showing you the ones that actually show up well on screen and then we'll move into Titusville. And as always, we're always promoting um the National Seashore and NASA Space

42
00:16:08.240 --> 00:16:35.920
Center, of course, but Oh, and that's it. >> Questions? >> Questions or comments? Go ahead. >> I don't have a question, sir, but I do have a comment. Um, first of all, I'd like to say thank you for everyone that was involved in in the strategy of

43
00:16:35.920 --> 00:16:51.600
marketing, but um I'm I'm a bit dismayed because of the the gifts that are within the city of Palm Bay. And I'm just going to for the record uh let you know that the Turkey Creek area is is a pristine community. We have kayaking. Uh we have

44
00:16:51.600 --> 00:17:07.760
one of the best fishing uh areas where we've had comp competitive bass fishing. and I don't see anything part of being marketed in that regard. So, thank you. >> Okay, it's good to keep we'll keep those notes. You know, next year we want to

45
00:17:07.760 --> 00:17:23.679
bring uh we have a couple of ideas for some additional TV. So, I think there there could be some opportunity there for sure. Um then there were folks on the on the group that were from Palm Bay and gave us some good feedback on it. We got the fishing in there, but here you hear you sir. We'll we'll look at that.

46
00:17:23.679 --> 00:17:40.799
And I if I could comment, I was in that meeting there was it was mentioned as one of the assets. So we cataloged all of the assets as we could um and went through a great extensive process and that's how we came up with you know but that was the first step they had us go through as the hotel years that were

47
00:17:40.799 --> 00:17:57.360
there and present was to literally go why do people come to your hotels. So, we had the largest turnout for any South campaign that I've ever been a part of. Like, we've been trying to get something like this and there was everybody from

48
00:17:57.360 --> 00:18:12.080
the larger hotels, you know, the branded Marriotts and Hiltons, but there was also small boutique hotels and BMBBS from the beach. So Pam did an amazing job of collaborating and getting people to the table, which is not an easy feat

49
00:18:12.080 --> 00:18:27.919
to do in the south part of the county. So we literally did go through and I know that that was mentioned as we cataloged everything as to why they come. I don't know if the campaign specifically is detailing geographic spots. I don't think that's what I

50
00:18:27.919 --> 00:18:44.000
gathered from from that, but we really wanted to highlight that we are the quieter side. That's what our guests want and that's what the guests have tell us that they want and that's why they choose Melbourne in Palm Bay. So the the it's in there. I mean I know that's what we're using to get to that

51
00:18:44.000 --> 00:19:00.640
outcome because that's what was in the initial part ambar right? >> Yes. >> Ambar took us through an exercise that really helped us highlight all of our assets and we really went through a very very extensive process of doing that. >> It's a good >> Mr. Chair.

52
00:19:00.640 --> 00:19:16.880
>> Go ahead. I just feel that there's plenty of B-roll that that exists regarding this fishing competition and it would have added >> so much more uh not necessarily geographical but that's showing you know the the kayaking industry and the

53
00:19:16.880 --> 00:19:34.320
competitive bass fishing which is huge uh and most people don't know about it so I think it's a missed opportunity. >> Yeah. And I think um I think also in still photography that's something that we can you know bring into the digital. So, we're definitely taking notes on that. Um, yeah. No, we appreciate the

54
00:19:34.320 --> 00:19:50.480
feedback. Thank you. >> And we are pushing out the municipalities in other ways. So, on our website, in our blogs, and in our stories, in our newsletters. So, if something in particular isn't included in the spot, it's not that has been ignored. It it we are using those that

55
00:19:50.480 --> 00:20:06.160
list of assets that we put together to get the word out to our audiences. >> Yeah. I mean, one thing I could mention too is that we actually work with two influencers. um JT Kenny and um Bob Dance who are well Bill Dance, sorry I always say Pop Dance. Bill Dance who's

56
00:20:06.160 --> 00:20:24.880
um you know well known in the fishing industry and they always talk about Palm Bay and the freshwater fishing down there. So they're you know they're always pushing that out and uh that's a great relationship that we have with them. So, >> uh, Mayor Medina, you do you think

57
00:20:24.880 --> 00:20:41.039
there's enough B-roll footage of the fishing tournaments already that uh some kind of spot could be put together? >> Yeah. Yes, sir. I I think that's what I was attempting to communicate. Um, and I believe that we've done that in the past.

58
00:20:41.039 --> 00:20:56.400
>> Okay. So, I mean, if you were to create a um, you know, a 14se second like YouTube pre-roll uh, kind of kind of spot, >> it seems like that's not very much money

59
00:20:56.400 --> 00:21:13.280
um, to insert those. I mean, it's it's some even a budget that you can control daily, right? I mean, when we're talking about the digital, it's it's not very expensive. It's it's matter of assembling uh that spot that's uh 14 seconds. Um

60
00:21:13.280 --> 00:21:27.280
is it something that's already been done and it was used in the past or it's something >> campaigns on a lot of fishing stick. >> Yeah, >> there good photos too. There were billboards. >> Yeah. >> Yeah. One of our billboards that we have

61
00:21:27.280 --> 00:21:44.480
up now is got that actually that shot. >> Uh well, I'll tell you what. Um could we revisit that as we >> get into the later summer? I know we're going to we're going to have a little time off here. Um because it seems like

62
00:21:44.480 --> 00:22:00.159
maybe there would be an opportunity for the fall, especially as we talk more and more about this station idea. >> People come over and go fishing uh for the weekend in Pompei. Sir, sir, would uh would you be amendable to that? >> Yes, sir. I >> Okay. All right.

63
00:22:00.159 --> 00:22:16.159
>> Absolutely. and I appreciate this council's consideration. >> Okay. Very, very good. Um, so we'll we'll kind of tentative bring bring that back maybe after June. Okay. >> M Mr. Chair. >> Yes. >> Big Bass. >> Was there a video created for Titusville?

64
00:22:16.159 --> 00:22:33.360
>> No, there was not. Um, we started with um Cocoa Beach and then we moved into Melbourne. So, just time and resources at this point. So, >> is there a plan for that? Yeah, I think next as we get into the next fiscal and our budget resets, that's definitely something we can look at as well. Um,

65
00:22:33.360 --> 00:22:48.720
and that we'll have to shoot because we don't have a lot of footage from from there. But I mean, there's some great stuff to shoot obviously. So, >> well, let us know what help we can provide on our end because I think we have a lot of great content already kind of in house whether at the city or the

66
00:22:48.720 --> 00:23:04.559
neighbors or or what have you. So, you know, >> yeah, maybe we can get with your communications person and see what what's >> Now, did you get some Did you get some B-roll of all the people along US1 >> for Artemis? >> So, yes, >> north of north of So, right there at the

67
00:23:04.559 --> 00:23:20.400
park at 50 in US1, right? Didn't they I heard they closed US1. That can't be right. But did they close what the northbound side of it or? >> We did not close US1, believe it or not. And uh in case you were actually wanted a hard count, 184,989

68
00:23:20.400 --> 00:23:35.520
cars were in our city that day. >> Wow. >> Which is about 100,000 more than a typical day. >> Uh so >> now how do you know that? >> Our police have various methods for counting how many unique license plates are in the city. So uh it's a very

69
00:23:35.520 --> 00:23:52.320
accurate number. Uh and of course that takes into account our daily commuters and it could be Bard County residents as well. Sure. Uh but just looking at our historical data, we typically have about 80,000 unique vehicles per day. So a 100,000 above that, which is pretty amazing. And the fact that there was no

70
00:23:52.320 --> 00:24:08.080
incidents, no issues. I actually recorded a hyperlapse driving from 405 up US1 uh to the Max Brewer and uh you know, just trying to catch everything that we could. Uh with the launch, there was a 35 mile nofly zone for anything,

71
00:24:08.080 --> 00:24:24.640
including drones, but our police had the waiver. So when we were flying our drone for public safety, we got a lot of good content as well uh that we have at the city that we could could use to show the Max Brewer just shut down because you know there was people standing everywhere to watch the launch from that

72
00:24:24.640 --> 00:24:40.000
location. So >> that' be a great >> So So hotels up there sold out um you know >> I mean off off 50. Yeah I I know >> all of them do that again and but restaurants were full all of

73
00:24:40.000 --> 00:24:56.000
that. I mean, >> yeah, I had a lot lot of great uh, you know, conversations with the restaurant tours and and one of them told me they they were planning on ordering extra food and accidentally ordered double what they were planning the extra and they they still sold out. So, it it just

74
00:24:56.000 --> 00:25:11.520
kind of was a happy accident that it worked out for them and weren't sitting on all that, but it was really really great. And one of the waitresses at another restaurant told me that she just got in her vehicle and cried at the end of the night because of how busy they were. But, you know, I think that's >> So, the public's deli also wiped out on um 50.

75
00:25:11.520 --> 00:25:26.720
>> I have no idea about the public's deli, but you know, a lot of our test restaurants were were pretty booked, so it was pretty cool. >> Okay, so rocket launch for Titusville is good. >> Very good. I would say that our normal um Falcon 9 are are not really anymore,

76
00:25:26.720 --> 00:25:42.960
but the special ones definitely are. And as Starship looks to come to Bard County, I would say that's probably the next big one as I anticipate that launching before Artemis 3. Um, but Armus 4 when they actually do land on the moon will probably be a a massive launch as well.

77
00:25:42.960 --> 00:25:57.840
>> You and I should go out there and sell subs on uh 50 in US1, right? >> Or parking t-shirts or whatever. >> Or or empanadas. >> Yeah, I'm I'm open to it, sir. I can't say that I can make an empanada, but I'm

78
00:25:57.840 --> 00:26:14.559
open to it. Okay. Um, very good. Any other questions or comments on on this? No. Okay. I just want to say thank you because it it wasn't easy to put this together, but we are so proud of the outcome and the other hotelers I talked to are thrilled and it couldn't have

79
00:26:14.559 --> 00:26:30.320
come at a more perfect time. So, >> and there's a meeting tomorrow where we're going to >> get to show the whole we're going to show them everything to see. So, yes, >> I plan to attend. >> Great. >> All right. >> Um and sir, I had one one more marketing item. You know, the last uh meeting we

80
00:26:30.320 --> 00:26:46.159
had a conversation about summer and by the way, the summer campaign has begun, but you know, it's it runs all the way through August. So, we've got, you know, we've got some some long uh time here to to do some different things if we need to. But, uh you know, there was a

81
00:26:46.159 --> 00:27:03.039
conversation about um where we were spending, what markets we were in, should we, you know, should we look at more drive markets? Should we look at more station kind of markets? So I asked the agency to put together some data and then I put some some data together. So

82
00:27:03.039 --> 00:27:22.240
on under your um your uh uh notes there there's uh one a single sheet. It should be kind of separate. This is like a separate page. And if you get that if you can get that out, I'm I'm going to kind of walk you through it

83
00:27:22.240 --> 00:27:39.279
and then talk about where we are and what what our thoughts are. So this page, so if you look at it, there's kind of two parts. The top half and the bottom half. The top is source market. So this is using our cellular data. So we have, you know, some technology too

84
00:27:39.279 --> 00:27:55.360
that we use to track individuals and um this tells us where people are coming from. So there's, you know, basically 11 markets. We got six out of state and five in-state markets that we heavily market in. And then there's one additional, which is Nashville. is not

85
00:27:55.360 --> 00:28:15.120
on here, but Nashville is a big market as a drive market. So, you know, we've got that. Um, and if you look at those, you know, kind of you can kind of see uh total trips. That's basically tracking individual cellular devices and

86
00:28:15.120 --> 00:28:30.320
then visitor days, which is how many days they they spent. So, kind of gives you a a feel for the for the market. And it, you know, it's kind of interesting because, as you would expect, people from out of state say a little bit longer and um and that plays into the

87
00:28:30.320 --> 00:28:46.880
media aspect of it when we get into that. Then down in the bottom half, so we have two different campaigns. We have the district 2 campaign and then we have the other all the the other districts, which is, you know, Melbourne, Palm Bay, and and Titusville. And so we, you know, we kind of run them

88
00:28:46.880 --> 00:29:03.279
side by side, but use some slightly different tactics and slightly different markets in there based on our collaboration with the Cocoa Beach Hotel Association. So dis if you look at district two, they're heavy in Florida and then um there's a few markets out of

89
00:29:03.279 --> 00:29:18.799
out of state that they use in the southern market. And then if you look on the that's on the left side on the right side um again we you know in the other districts we use Florida markets and then we also use um some of the southern

90
00:29:18.799 --> 00:29:34.640
markets but then we also dip into some of those northern markets. So if you look on the far right hand side, what I did was I took basically media impressions and our media spending in each of those markets and I just sorted

91
00:29:34.640 --> 00:29:49.200
them by Florida, southern markets and northern markets. And you can see, you know, the bulk Florida's gets more than a little more than a fourth of the campaign. And then the southern markets which is heavy Atlanta, Charlotte also

92
00:29:49.200 --> 00:30:04.159
includes um South Carolina and Nashville u they get 60%. And then the northern markets you know not as much. You get about 12%. So that's that's the mix and that's that's not an atypical mix that

93
00:30:04.159 --> 00:30:20.880
we've done in the past. Um you know 88% of the campaign is reaching people within 8 hour drive. So I think it's a heavy drive market campaign to begin with, but obviously people from Atlanta, Charlotte can also fly. So you've got

94
00:30:20.880 --> 00:30:35.600
both options there. So I, you know, my our recommendation is, you know, we launched the campaign. Um, thanks. We launched the campaign a week and a half ago. Um, you know, let's let it run for a while. We're going to monitor the

95
00:30:35.600 --> 00:30:52.559
digital advertising. Um and then uh and then from there we can you know uh see if there are markets that are performing better then we can look at potentially shifting budget if if we need to. My first thought about that is you know

96
00:30:52.559 --> 00:31:08.080
looking at Philly and Chicago um you know those are markets that we could maybe shift some dollars into into Florida. um maybe a little bit from Atlanta uh or Charlotte, one or the other or a little bit of both. Uh if we,

97
00:31:08.080 --> 00:31:24.000
you know, if we see the need for that, but you know, when you think about average length of stay, you know, reaching those out of out of state markets, I think those that's really critical and I think the ROI on those people is going to be higher. So, I don't want to, you know, necessarily

98
00:31:24.000 --> 00:31:40.080
adjust too much right now until we really see how the campaign's performing. So those are my thoughts, sir. Thanks for the >> All right. Question questions for Peter on that. >> I have a question. >> Go ahead, Julie. >> Is it Is it all of this drive market,

99
00:31:40.080 --> 00:31:56.080
Peter? The whole this whole documents drive market. >> No. So, well, obviously New York, DC, Philly, and Chicago are are not. Yeah. And then Charlotte and Atlanta, I mean, yes, they're drive. They're within eight hours, but they're also fly.

100
00:31:56.080 --> 00:32:13.760
>> Okay, I got you. So, it's a mix. It's a mix. Sir, >> I just want to say that I haven't worked with Peter now for many years. >> Um, you know, seven. He does do a lot of analysis. He makes decisions based on

101
00:32:13.760 --> 00:32:30.480
data. And >> is your mic on, Tom? >> It is. I'm just so softspoken. >> Yeah. >> You know, it's just my nature. >> All right, sir. >> Yeah, sir. >> Carry on. >> Uh, yeah, Peter and the team do a great job. They analyze everything when they when they make decisions. It's not done

102
00:32:30.480 --> 00:32:47.519
sort of emotionally or uh off the cuff. So, uh we I know he's poured over these. We've looked at them repeatedly and these are our markets. You can trim around the edges, but uh I wouldn't make any drastic changes kind

103
00:32:47.519 --> 00:33:04.480
of just based on uh sentiment and sort of brief conversations unless you actually dig into all the research that they've done. Can Can I ask for my my own curiosity here? Um th this summer coming to stay

104
00:33:04.480 --> 00:33:22.000
on the beach during the weekdays, Monday through Thursday, family coming from Orlando versus weekend. You don't you don't have to tell me how much you're charging, but um I'm I'm just curious. Um for a family coming over, can you stay on the beach for less than 200

105
00:33:22.000 --> 00:33:37.440
bucks during the week? Um, can that can that even be done? >> I'm not on the beach. >> Yeah, >> it depends on the hotel. >> Yeah. >> Uh, I understand. >> But if we look at the star report, there's a page that's not included here,

106
00:33:37.440 --> 00:33:54.720
but we can Peter can share that. It shows you weekday and weekend rates because Smith Travel breaks it up as such. >> Yep. And uh >> you know if you look at April here in Cocoa Beach and Melbourne, you know, the

107
00:33:54.720 --> 00:34:10.320
ADR average daily rate in Cocoa Beach is 200 bucks. >> Uh and in Cape Canaveral, you know, it's cruisers 205. >> That's full week. >> Bvard County 159. So

108
00:34:10.320 --> 00:34:26.480
>> I wish the answer was no. I wish it was 300 bucks, but it isn't. I I know that's very sort of we are still you know that's why I'm optimistic for the future when you compare us to these other markets and they're these are right here

109
00:34:26.480 --> 00:34:41.599
in front of us >> and uh you know Lake Buav Vista ADR you know 304 bucks and Fort Lauderdale at 360 and we got a long way to go. Yeah, >> we're still an affordable drive market

110
00:34:41.599 --> 00:34:56.480
relative to our com our our competitors around the Horn from Sarasota down through Fort Myers, Miami and up the coast there. My uh daughter and and grandkids were in um

111
00:34:56.480 --> 00:35:13.359
Disney first week of May and uh just for me to go spend the night a night over there with them is pretty stunning and go to the park and everything. So that's why I asked that. I mean, I think we're >> this is the better deal. >> Yep. >> For for sure. And >> and I think you're seeing in the south

112
00:35:13.359 --> 00:35:29.599
part of the county, um the comp set is going dropping rate. That's what's occurring right now in the summer. So, I think what I've seen is yes is the answer. Unfortunately, to your question is,

113
00:35:29.599 --> 00:35:47.599
you know, ocean front you can get below. I looked today 152 was an oceanfront hotel. So that's >> and an oceanfront hotel. >> An ocean. Yeah. Yeah. Other beautiful residence in in Melbourne. Yeah. A little bit more. But oceanfront you

114
00:35:47.599 --> 00:36:02.800
could get it for that. >> So we've got we've got a thing going on down right now. >> South of Ali >> rates are Yeah. It's a bit of a rate war going on. >> People are just dropping and I think everyone's a little bit nervous and it's you can see it.

115
00:36:02.800 --> 00:36:17.520
But we we've seen a rough last two weeks. >> The last minute demand, which you'd think sounds like a small portion of your demand, but for the mid segment hotels and non-corporate hotels, it's over 50% of your demand. So, while

116
00:36:17.520 --> 00:36:35.040
forward group bookings and things into June and July look okay, you still are expecting that last minute within 7-day pickup. And a lot of it isn't materializing. the last the couple that you referred to at the beginning of the discussion. Let's pick up and go to the beach for the weekend. You know, for

117
00:36:35.040 --> 00:36:51.920
whatever reason, there's a multitude of reasons. Uh they're not nearly coming in the numbers that we, you know, that we saw last year that we're comping to >> or the year before that or the year >> or the year before that year. you know, we kind of peaked and sort of obviously

118
00:36:51.920 --> 00:37:09.119
19 was the high water mark and then we had kind of a nice peak through the summer of 23 and it's been flat to down since uh >> but cost but costs keep going up. >> Yeah. I mean has gone up a little bit. So

119
00:37:09.119 --> 00:37:25.119
>> yeah, but it's not not keeping up with inflation by any means. >> No. And the next 90 days are a big question mark. At least for my market. I have no idea. >> What What's your weekend travel um kind

120
00:37:25.119 --> 00:37:39.920
of mix? I'm I'm >> We get a We get that short term and our windows even less than that. I mean, we saw 24 to 48 hours. It was a booking window. Um >> yeah, at the beginning of May, the end of of April and so but that the last few

121
00:37:39.920 --> 00:37:57.680
weeks has not been materializing. Even that >> but corporate travel isn't that short. Or is it is it >> everybody? Yeah. There's >> I'm coming to North Drummond tomorrow. >> There's a lot of supply. >> Yeah.

122
00:37:57.680 --> 00:38:13.520
>> Yeah. I think that's another factor for, you know, whenever I talk to hotels, you know, there's 1500 to 2,000 more rooms >> since two years ago. Um, in the next couple years, there's going to be another 1500 to 2,000 more rooms. So,

123
00:38:13.520 --> 00:38:29.760
you're not going to see occupancy going up. You may see ADR go and and certain certainly in Cocoa Beach potentially with the Weston, but um yeah. Yeah. No, no individual hotel is as happy as they were a couple years ago.

124
00:38:29.760 --> 00:38:45.520
>> I have this report which is still fascinating. I probably got it 15 years ago at a conference and Price Waterhouse Coopers went back like aund maybe 200 years and on an inflation adjusted basis and looked at ADRs and

125
00:38:45.520 --> 00:39:01.760
occupancies in the United States and it literally held to like about a 100 bucks and 68%. And you know with supply and demand you're going to see spikes in demand. Supply is going to catch up. You're going to see a dip. So if you want to be

126
00:39:01.760 --> 00:39:17.119
in the hotel business, you got to kind of bankroll that. Obviously, every small market is going to be different, but in a national average, that's about it. 70% >> must have been quite something when people arrived on horseback. >> And we're seeing this across the state,

127
00:39:17.119 --> 00:39:33.920
too. Like my peers and my colleagues in Central Florida and the West Coast all the way down to South Florida are seeing similar patterns. So, it's going to be I just I'm interested to see what this what the numbers come in. >> Yeah. >> For May. It's been not been like this in

128
00:39:33.920 --> 00:39:49.040
a long time, >> right? Um Yeah. I mean, again, my my suggestion is, you know, we let the campaign roll. Um we get it into June. We really monitor the digital because digital tells us what who's clicking and

129
00:39:49.040 --> 00:40:05.920
volume. And, you know, we're also asking for some booking data as well. And then, you know, of course, always reaching out to hotels and seeing how they're doing and what's going on. And, you know, if we do need to redeploy some funds into Florida because we

130
00:40:05.920 --> 00:40:20.640
think, hey, Florida's got a better opportunity for short-term travel. Um, you know, we can do that. And I, like I said, I think we would we would shave Philly and uh Chicago. I think we'd shave a little bit from Atlanta and Charlotte. I think we could easily put

131
00:40:20.640 --> 00:40:36.960
pull out, you know, two $300,000 and run a campaign and the drive, you know, immediate drive market like, you know, within 3 four hours of us um as opposed to eight hours and uh and have hopefully have some impact. So, you know, that's

132
00:40:36.960 --> 00:40:52.560
that's my thought and uh we don't meet again till end of July. So, hopefully the council trusts us to keep the eye on the ball and and keep, you know, keep monitoring that. I I thinking about July 27th if if we feel

133
00:40:52.560 --> 00:41:09.119
like we need to make some change for the fall. You don't probably like to hear those words, but >> if if we're concerned about what's happening in the summer and we want to change something for the fall, I suppose we can take that up >> July 27th. >> We certainly could. And as as we're

134
00:41:09.119 --> 00:41:26.000
building the marketing plan, you know, we'll we'll be having that'll include fall, you know, next fall, then spring and summer again for next year. um you know so we'll we'll uh be able to get some feedback on that and then we'll bring the full plan in August. Um so but

135
00:41:26.000 --> 00:41:42.160
we can absolutely have that conversation on the 27th. So that's that's fine. >> Wayne, you're really quiet. Tidesville's doing great. >> We're steady. It takes me longer to get home with all the extra traffic up on the 405. Soing I know the business is

136
00:41:42.160 --> 00:41:58.800
picking up. So, and we get a lot of spikes with the launches. Like Andrew was saying, you know, it's not just the type of rocket, it's the payload that will bring people as well. So, >> it's great. >> It's different business.

137
00:41:58.800 --> 00:42:13.839
>> I've been hearing that more and more right from your your your peers. You're seeing more business related to the payload and that's that's a great thing. All right. Other questions for Peter? Comments, sir? So, thank you, Mr. Chair.

138
00:42:13.839 --> 00:42:29.599
So, Peter, if I'm tracking you correctly, you're you're believing that um hitting these outside markets like Philly and Chicago, uh the ROI would be greater uh because of the length of stay. >> That's right, sir.

139
00:42:29.599 --> 00:42:46.240
>> So, that's that's what uh the the plan is currently moving forward, >> right? >> Uh for this >> until you're going to be able to adapt. >> Yeah, we can adjust as we go. Um, you know, and like I said, early for us, early indicators include digital

140
00:42:46.240 --> 00:43:03.280
advertising because you can see the click-through rates, you can see if the ads are resonating with that market or not. Um, and it's it's pretty easy to redeploy those funds. Um, and then on the TV side, you know, we we can adjust as well. So yeah, it's it as always our

141
00:43:03.280 --> 00:43:19.359
plans are adjustable, but I think you know the the minor the relatively smaller investment in those northern markets, I think the ROI is going to be really good on those. >> Thank you. >> Yes, sir. >> Any other questions, comments on this?

142
00:43:19.359 --> 00:43:35.040
Um, we have one card on public comment before is there anything else, Peter? >> No, that was all I had. Um before I go there, um I see Mike, sir, you sat through the whole meeting. Is there anything you want to tell us about beach or natural resources or

143
00:43:35.040 --> 00:43:51.520
>> only if you need me and have questions? >> Does anyone sir? >> Okay, since Mike's here, does anyone anyone have questions for him on beach reourishment finishing up natural resources? Anybody? Nothing. All right. All right. Uh we'll go to public

144
00:43:51.520 --> 00:44:09.599
comment. Rick >> Rick Finger 2000 Juniper. Do I have to do all that? 2000 Juniper Drive district 1. Um I had made a comment I think on a public comment to the commission about I think there was some something on the agenda that is it the police hall of

145
00:44:09.599 --> 00:44:25.440
fame that has folded the eternal flame. Anybody help me out on that? >> Yes. >> Yes. So they folded up and they went into bankruptcy, right? Uh, I'm not aware that they went into bankruptcy. >> I think I saw something that said they've gone into bankruptcy. My question is if somebody here could

146
00:44:25.440 --> 00:44:40.400
answer that. Are we going to try to claw back any money that they took? There was supposed to be a held pad. I think that's I'm seeing that on the internet. See, so I'm up here trying to verify what I read on the internet. But there was a sizable investment. I know they didn't take it all, but I think it was a grant, right? A grant. >> Yes.

147
00:44:40.400 --> 00:44:57.040
>> And and that kind of So where are we going to do with that? I'm not guarant there's no guarantee if you call back that D1 gets it, but that was a sizable grant for D1, right? >> It was. Um so the grant was $5 million for five years. Um a million dollars a

148
00:44:57.040 --> 00:45:13.760
year. Uh they between that grant and then an earlier grant they got a few years before that they collected 2.7 million. Um they are currently um under audit by the clerk's office. uh clerk is looking

149
00:45:13.760 --> 00:45:30.079
at that and uh believe the sheriff's office is also getting involved. So uh that's where we are right now. >> So is does the county attorney have any input into that if there was legal action to go after them in the bankruptcy or put a lean on them >> once the results come back then the

150
00:45:30.079 --> 00:45:46.240
county attorney can weigh in on whether there's any action that we can take based on the based on the contract. >> They're looking at criminal more than anything because this is merely a >> they're looking at both. They're looking at everything. >> Okay. Do you have any idea when those guys would have be able to give you an input on that? >> I don't. >> No. Okay. So, that'd be something I

151
00:45:46.240 --> 00:46:01.359
could talk to the sheriff about and I could talk to who else was weighing in? >> The clerk. >> Clerk was looking at where that money went. >> Yes. >> Okay. >> Um, is that property now defunct? >> Did they own that property, too? >> They owned the property. Yeah. >> So, any >> that's their major asset.

152
00:46:01.359 --> 00:46:17.520
>> Okay. So, that that property is going to be tied up in court maybe because of a bankruptcy. >> I mean, obviously, if we have any chance of clawing back anything, it would be by encumbering that property. So, okay, >> that's that's what they're looking at, but they have to find, you know, wrongdoing. So,

153
00:46:17.520 --> 00:46:33.440
>> well, we I don't know if you need wrongdoing. They took money and you basically they have a you know, I I think they have some obligation to pay it back if they smoked it or whatever they did with it, right? You had an investment with them. I would think that

154
00:46:33.440 --> 00:46:48.240
that you would have a claim at bankruptcy to come out and get that money back because I don't think they build a helipad. So, where' the money go? That's the question. And I think I I was just wondering if that soon as that bankruptcy came out that you guys could have filed for a lean of of getting back

155
00:46:48.240 --> 00:47:04.079
your investment. I just But if the but if the sheriff's I don't want to miss that opportunity. I think you don't want to either. So I just was >> I mean the county attorney is well aware. >> He's aware. Okay. All right. That's our just because I wasn't sure we were going to, you know, it's nice to have a

156
00:47:04.079 --> 00:47:19.200
project go in District One, but if it gets scrambled, then it'd be nice to I think the hotels would appreciate you taking care of their money, too. >> We would love to have that money back. >> Yes, that would be great. All right, that's that's >> I can think of a few things to spend it on. >> Yeah. Well, thanks for the information.

157
00:47:19.200 --> 00:47:35.040
Appreciate it. Thanks. >> And and just to clarify something on that, um I they they received a portion of it. They didn't get the whole 5 million. So, so we didn't send >> or I should say the the c the county didn't send >> Yeah, we have three years left on the grant. So,

158
00:47:35.040 --> 00:47:53.040
>> yeah. So, so stopped uh when this all came to light and and didn't send the rest of the money. So, >> right. >> Any kind of clawback? Go ahead, sir. >> No, was having been a creditor in a few bankruptcies. Uh it's where you fall in the pecking order

159
00:47:53.040 --> 00:48:09.440
and uh we did not make a secured loan to that entity. So I have a right >> we the county would unfortunately be all the way at the bottom >> lawyers, employees, secured creditors, banks, they all get paid first.

160
00:48:09.440 --> 00:48:26.079
>> And one of the consequences of all of this is that we've decided here and uh u have brought to the board that we're not going to pay for the sort of intangible stuff in the future, right? we're gonna we're going to pay for concrete and and those kinds of things

161
00:48:26.079 --> 00:48:43.359
rather than plans and engineering and and that's I think I made a comment before maybe we should be the last few million dollars not the first few million dollars. So >> no that's in that's in the criteria that the TDC approved >> and that that's just a means to that's a means to uh protect ourselves from

162
00:48:43.359 --> 00:49:00.720
things like that in the in the future. Okay, that was our public comment. We already checked in with Mike. Let's go to um board reports. Julie, >> I have nothing. Thank you, >> Mayor Connors. >> Thank you, Mr. Chair. I'm very excited

163
00:49:00.720 --> 00:49:16.720
to announce that the Arsenal football coaches are coming to Titusville to do a soccer camp with our kids. So, that's very, very exciting. And hopefully, as we build on that relationship, hopefully we have more Premier League teams coming to Bard County to maybe do some training when it gets a little cold on the other

164
00:49:16.720 --> 00:49:33.280
side of the pond. Um, and then another idea that was brought to me by a constituent that I thought was a really good idea that I'm kind of exploring, but I wanted to let you guys know is as you travel down 528 to come out to Bvard County where a 407 splits off on the

165
00:49:33.280 --> 00:49:48.240
sign it says Port Canaveral straight ahead to 407 it says Kennedy Space Center. It'd be really nice if that sign also advertised Playland Beach as we try to divert, you know, traffic to come see our beaches and not just work travel.

166
00:49:48.240 --> 00:50:05.200
So, unfortunately, that that road is not owned by FDOT, but more the Turnpike. So, kind of working through some of those logistics right now, but I think that would help booster uh tourism a little bit as well. And that's my report. >> Expressway authority owns owns that portion. So, you have to talk with them

167
00:50:05.200 --> 00:50:20.880
to >> do a a sign change. Yeah. >> Okay. Interesting. >> Ask them to widen it while you're on the phone with them. >> Yes, >> please. >> Okay. >> I'll tackle all those issues. >> Thank you. Thank you. >> That might be the end of your sign idea

168
00:50:20.880 --> 00:50:38.000
if you get into the the the widening uh conversation. >> Okay. Uh Alex, sorry. >> News, sir. >> Yeah. I want to say that uh my staff and I went to Cafe Margo uh for lunch. Um we had we did

169
00:50:38.000 --> 00:50:55.520
stopped in Merit Island and had a few other things up there and um anyways it was lovely. You weren't there of course it was your day off I guess. Um but we really we really enjoyed it and um so it was it was a it was a nice it was a nice

170
00:50:55.520 --> 00:51:11.200
hour um in Coco Village and it was a beautiful day. So >> sorry I missed you. >> Yeah. Um Mayor Medina sir. >> So thank you. Uh so at my last report I shared about uh our mayor's ball.

171
00:51:11.200 --> 00:51:26.240
Annually we have a mayor's ball and we choose a not for-profit or nonprofit as beneficiary. So I'm proud to announce that we were able to raise with over 200 in attendance at the mayor's ball. We were able to issue a check to Essential

172
00:51:26.240 --> 00:51:42.160
Pregnancy Center for over $60,000. So, I'm really proud of the fact that how our community came out and so that that was a huge victory for not only Essential Pregnancy Center, but also the entire community to see coming out to

173
00:51:42.160 --> 00:51:58.960
see how we could, you know, help out uh women that need assistance in medical care. So, thank you. >> Well done, sir. Uh John Marian, >> we're uh in the process of building out our West Melbourne school. Uh adding uh

174
00:51:58.960 --> 00:52:14.400
300 students to the school at the high school along with a uh rubberized track, a soccer field, stadium, seating. That's about it. We should be open by August. >> And And do you have a another project

175
00:52:14.400 --> 00:52:30.960
going on? Perhaps >> we're still working on the pool. >> Yeah, the pool >> in Palm Bay. Yeah. >> URA. which which is going to have swim meets and all sorts of things. It's going to going to have gonna have it all. >> Yeah. >> All right. Uh

176
00:52:30.960 --> 00:52:46.000
Wayne, >> nothing to report. Thank you. >> Rockets are good. >> Right, >> Peter? >> Yeah. Just some quick uh note, there's no meeting in June. Um we will be back in July 27th, but tomorrow there is a

177
00:52:46.000 --> 00:53:01.599
marketing committee. Um, and then we'll we'll get back to our regular schedule programming July and August. Um, and I just wanted to personal note. I wanted to thank Joanna and Angela for all the work they do to put these things together. I know it looks, you know,

178
00:53:01.599 --> 00:53:18.480
easy, but uh there's a lot of work that goes on behind the scenes and uh meeting minutes and putting these packets together. So, uh, thanks to you guys. >> I appreciate it, too, because they uh, accommodate me with roll call. That's a uniquely robbed thing. So when I go to

179
00:53:18.480 --> 00:53:34.880
different meetings, they don't know what to do when I when I say I call the role. But TDC uh does know to handle that. Uh July 27th is our next meeting. Uh I don't I don't think I have much for the council. Um

180
00:53:34.880 --> 00:53:51.920
I I always ask this. So uh spring break was good. How's the summer? How are things looking? Anybody? >> Uh, >> Beller, >> my crystal ball just broke.

181
00:53:51.920 --> 00:54:07.760
>> Okay. In April. >> Okay. >> Are there bright? >> Are there bright spots? >> Think thing things we're happy about in uh summer tourism. >> I'm excited to see the the results of the drive campaign, the summer campaign.

182
00:54:07.760 --> 00:54:25.040
I think it's gonna help. >> Yeah, man. It's >> cruise cruise traffic. >> It's over two. It's like two and a half million dollars. So, it's it's definitely some media in the market that >> Yeah, >> it'll make some noise. >> Cruise is still strong. Uh, one of my

183
00:54:25.040 --> 00:54:40.960
contacts there said they were they're seeing some drop off unexpectedly in the last few weeks as well in May, >> like we all were. Uh, so we'll see. Okay, very good. All right, we will see

184
00:54:40.960 --> 00:54:59.280
you on July 27th. Thank you everyone. >> July 27th. The opinions expressed by any member of the public during any period of public comment do not necessarily reflect the views or opinions of the board of county commissioners of Bvard County, Florida,

185
00:54:59.280 --> 00:55:16.079
Space Coast Government Television, or the program sponsor and are solely those of the presenter. The board of county commissioners of Bvard County Florida, Space Coast Government Television, and the program sponsor hereby expressly disclaim any and all responsibility or liability for any defamatory or slanderous statements expressed by any

186
00:55:16.079 --> 00:56:08.440
member of the public during any such period. Hey, hey, hey, hey, hey, hey, hey, hey, hey, hey, hey. Hey, hey, hey.