by Mike Sharkey
Staff Writer
The Tourist Development Council at its quarterly meeting Thursday approved two grants worth just over $125,000 and agreed to renew its contract with Visit Jacksonville for another year.
Florida’s First Coast of Golf Tourism Regional Marketing Cooperative will continue its relationship with the TDC thanks to a $122,588 grant that won’t affect the TDC until the next fiscal year. The funds will allow David Reese, president of the organization, to continue year-round marketing activities designed to increase golf rounds throughout the entire First Coast region.
“We work in tandem with Visit Jacksonville,” said Reese, adding he has had a working relationship with the TDC for 15 years. “Golf continues to be one of the top of the mind activities. We were very successful this past fiscal year by TDC-established standards.”
According to Reese, there were 66,880 rounds played in the area with a $44.2 million economic impact. Reese said the success of the partnership between Florida’s First Coast of Golf and the TDC can be attributed to the longevity of the relationship.
“We have one of the original cooperatives in the region,” he said, adding others in the state look at the cooperative as a model.
Through the agreement, Reese promotes golf in the area by marketing golf courses as well as hotels and motels and other complementary activities.
The TDC also unanimously approved renewing its contract with Visit Jacksonville. According to figures provided by Janice Billy of the Council Auditor’s Office, that contract is worth $4.6 million for fiscal year 2008-09. The base contract is for $3.9 million with an additional $557,322 as part of the second year of a three-year marketing initiative. Overall, the contract is almost $200,000 less than last year. Visit Jacksonville President John Reyes said the difference can be made up by foregoing a few one-time marketing initiatives.
In his quarterly performance review Reyes said the national economic slump is starting to have an affect on the local tourism business. He said Visit Jacksonville and area hotels are partnering to create the “All Hands on Deck” initiative in an effort to explore ways everyone can work together to lure visitors to Jacksonville from both far away and close enough to consider a trip to the Jacksonville area a vacation.
“We want to see how we can turn Jacksonville into a 12-month destination,” said Reyes.
According to the second quarter report provided by Reyes, the number of bookings is down from last year (172 as opposed to 159), however room nights are up (118,067 as opposed to 114,490).
TDC member Fred Pozin used the meeting as an opportunity to brief the entire TDC on the progress a subcommittee he chairs is making. The subcommittee has been tasked by TDC Chair and City Council President Daniel Davis with looking at ways multiple city-wide events can be lumped together or coordinated to create “mega-weekends.” One idea that came from the subcommittee’s meeting is the concept of a Fleet Week — a week-long event that would combine the annual Sea & Sky Spectacular with other military-related events.
“This would give the city an opportunity to thank the military,” said Pozin. “I am asking the TDC to explore the cost of getting this off the ground. I do not see us funding this forever. I see a day it can stand on its own.”
Davis agreed with the concept and asked for a more detailed evaluation at the next TDC quarterly meeting and also asked that a senior member of Mayor John Peyton’s staff attend to gauge Peyton’s interest and potential participation.
Pozin also stressed the need for an all-encompassing calendar that locals and hotels could use as a reliable source for anything going on anywhere in Jacksonville on any given day. Pozin suggested having a Visit Jacksonville employee serve as the manager and clearing house for all area calendars.
“We absolutely need to pursue this and look for ways to pay for it,” said Davis.
The TDC also verbally approved (no official vote was needed since the grants were requested and approved several months ago) seven other grants ranging from $10,000 down to a little over $1,000.
During a light moment early in the meeting, Davis was recognized by Visit Jacksonville Board Chair Madeline Scales-Taylor. However, she wasn’t alone.
Scales-Taylor brought several valets from the Omni, all dressed ready for work. Seems Davis, who is executive director of the Northeast Florida Builders Association, used to work at the Omni — you guessed it — parking cars.
“We wanted to thank you for all you’ve done steering us in the right direction,” said Scales-Taylor, pun clearly intended.
“I never ran any cars into any concrete walls,” said Davis.
Scales-Taylor also recognized TDC member Jim Ewing for his service and dedication to the volunteer council.