TDC Marketing/Awareness

Strategic Plan Implementation Cost Estimates

Bay County Tourist Development CouncilPanama City Beach Convention & Visitors Bureau

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TDC Marketing/AwarenessWelcome to the Beach Campaign

As part of its marketing efforts, the TDC maintains landscaping along key portals to the community and provides beach trash removal and maintenance.

The TDC also has a vested interest in promoting beach safety & environmental responsibility.

With the additional resources, the TDC would enhance and expand these activities to strengthen our brand image as the “world’s most beautiful beaches.”

• Landscape and add Welcome to Panama City Beach signs west of the Hathaway Bridge on US 98 and along Highway 79 South

• Replace existing Welcome signs

Keep the Beach Beautiful Campaign• Increase trash and recycling cans along the beach to

encourage visitors to keep trash off of the beach • Increase beach raking and maintenance programs, as allowed

by FDEP permits• Develop public awareness campaigns to educate visitors on

the beach’s natural resources, encourages eco-tourism and environmental responsibility

• Develop multimedia public awareness campaigns to educate visitors on the flag warning system; and rip currents

Beach Safety Campaign

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TDC Marketing/Awareness• Revise the schedule & increase frequency of Beach Grooming to enhance cleaning activities during Peak Periods• Current: 26 times per year. Frequency during Peak Season = Bi-Weekly

• Proposed: 38 times per year. Frequency during Peak Season = Weekly

• Incremental cost is $60,000 (twelve additional times @ $5,000/occurance)

• During Spring Break & Summer Season, add 100 additional barrels at public beaches and non-completed/vacant beach developments w/o beach services contractors• Barrel Cost = $35/barrel or $3,500

• Pick-up Cost = $24,150 per year (161 trips @ $150/trip)

• During Spring Break & Summer Season, add 50 barrels specifically dedicated for recycling of plastic bottles and aluminum cans• Barrel Cost = $35/barrel or $1,750

• Pick-up Cost = $48,300 per year (161 trips @ $300/trip)

• INCREMENTAL ANNUAL BEACH CLEANING COST = $132,450

Incremental Costs of Keep the Beach Clean Campaign

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TDC Marketing/Awareness

• Develop :30 & :60 second PSAs to run on Local Cable Networks ($50,000 budget to produce)

• Electronic & Paper Billboards promoting Flag Warning System during Peak Season ($24,000 per year)

• Develop Additional Collateral Materials on Flag System & Rip Currents ($25,000 per year)• Provide materials to post in rental units

• Develop Art Work for Electronic Key Cards for Lodging Partners on Flag System

• Partner with Boomer Aviation on Flights on Flag System on Red & Double Red Flag Days during Peak Season ($195 per flight)

• TOTAL ANNUAL COST = $68,500

Incremental Costs of Beach Safety Campaign

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TDC Marketing/Awareness

• One-time Costs• Beach Safety PSA Production - $50,000• Trash & Recycling Barrel Purchase - $5,250• Welcome Sign Purchase and Landscaping Bed Development – TBD

• Incremental Annual Costs• Beach Safety Campaign - $68,500• Keep the Beach Clean Campaign - $132,450• Welcome to the Beach Campaign – TBD

Cost Summary

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Special Event Marketing

Enhance Aaron Bessant Park

• Replace the existing band shell with 40 x 60 permanent stage suitable for concerts and theatrical performances. Cost = $750,000

• Develop a 5,000 seat amphitheater/concert bowl feel by building an extended grass-covered berm. Cost = $2.5 million

• In the undeveloped, raw acreage of the park, develop flat fields and infrastructure necessary to support a variety of uses, including: tents, vendor areas, and other festival support areas. Cost = $750,000

• Total Cost of Development = $4.0 million

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Sports Marketing

Enhance Frank Brown Park

• With the relocation of the Special Event Grounds, develop two additional softball/youth baseball pinwheels - five large fields, four small fields – with appropriate support infrastructure. Cost = $2.7 million ($300,000 per field)

• Renovate the existing South Pinwheel increase spacing between fields and reducing the outfield fences to 200 feet. Cost = $700,000

• Develop one field as the marquee field for the facility with additional seating, new dugouts, etc. Cost = $500,000• Additional Parking for FBP = $450,000• Additional Restroom Facilities = $550,000• TOTAL SOFTBALL/YOUTH BASEBALL ENHANCEMENTS = $4.9 million

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Sports Marketing

Sports Village – Baseball Fields

• Develop baseball pinwheels - nine fields – with appropriate support infrastructure. Cost = $3,825,000 ($425,000 per field)

• Develop one field as the marquee field for the facility with additional seating, dugouts, restrooms, concessions, press box/scouting tower, etc. Cost = $1.5 million

• Parking Facilities & Interior Roads for Sports Village = $1,275,000

• TOTAL BASEBALL ENHANCEMENTS = $6.6 million

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Sports Marketing

Sports Village – Soccer Fields

• Develop 10 rectangular fields with appropriate support infrastructure. Cost = $3.0 million ($300,000 per field)

• Upgrade four fields to artificial turf. $500,000 ($125,000 per field)

• Develop one field as the marquee field for the facility with additional seating. Cost = $250,000

• Restroom & Concession Facilities = $650,000

• TOTAL SOCCER ENHANCEMENTS = $4.4 million

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Sports Marketing

Sports Village – Equestrian Grounds

• Develop Horse Ring with appropriate support infrastructure. Cost = $250,000

• Build 200 x 300 Open Air Pavilion with dirt floor, restroom facilities & support infrastructure. Cost = $2.0 million

• Grade, Sod & Irrigate area for paddocks & horse barns. $150,000

• TOTAL EQUESTRIAN ENHANCEMENTS = $2.4 million

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Sports Marketing

Indoor Field House

• Develop 100,000 indoor field house with support facilities & classroom space to allow the beach to expand its sports product offerings to include court and mat sports. • CVB budgeted $32,000 to conduct feasibility study to guide decision making on scope of this project and

product offerings

• ESTIMATED COST = $16 million

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Special Events & Sports

Capital Costs - Summary

• Aaron Bessant Park Enhancements – $4.0 million

• Frank Brown Park Enhancements - $4.9 million

• Sports Village Enhancements - $13.4 million• Baseball ($6.6 million)• Soccer ($4.4 million)• Equestrian ($2.4 million)

• Indoor Field House - $16 million

• TOTAL CAPITAL PROJECTS = $38.3 million

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Impact of Special Event Capital Projects

The capital projects outlined in the plan with assist the TDC in accomplishing three goals –

1. Enhance the Visitor Experience2. Help us maintain our current base of

softball & baseball tournaments3. Develop additional opportunities to

increase year-rood occupancy.

The primary purpose for relocating of the Festival Grounds and the Equestrian Arena is to allow for the further development of Frank Brown Park while allowing the TDC to attract additional special events, festivals, rodeos and other equestrian events.

The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008.

Development of Aaron Bessant Park

• Six Additional Equestrian Events/RodeosWith Average Attendance of 1,500 people. Generating

2,250 room nights per event.

• Total Incremental Impact = $2,574,000

Development of Equestrian Center

NOTE: Visitor spending is estimated at $143 per person for overnight stays. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation.

• Four Additional Weekend FestivalsWith Average Attendance of 4,500 people. Generating

6,750 room nights per festival.

• Total Incremental Impact = $7,772,000

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Impact of Amateur Athletic Facilities - Capital Projects




increase year-round occupancy.

Without upgrading the facilities at Frank Brown Park and increasing the total number of baseball/softball fields, the community faces the real possibility of losing our existing tournaments to communities that are aggressive in developing and marketing new venues.


Expansion of Frank Brown Park

NOTE: Visitor spending is estimated at $143 per person for overnight stays. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation.

• Maintain Existing Softball/Youth Baseball Tournaments that generate approximately $25.8 million per year With the additional fields, the tournaments will be able to increase the number of teams in most tournaments, generating an additional

$3.9 million in visitor spending

• Six Additional Softball Tournaments By increasing the number of fields, tournament play will be able to take place concurrently with local league play allowing additional

tournaments to be booked. These events are expected to average 40 teams for three days, with a total economic impact for the series of $2,574,000

• Twelve Additional Youth Baseball Tournaments By increasing the number of fields, tournament play will be able to take place concurrently with local league play allowing additional

tournaments to be booked. These events are expected to average 40 teams for three days, with an total economic impact for the series of $5,148,000.

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Sports Village - Baseball

NOTE: Visitor spending is estimated at $90 per person, per day for Spring Training Events. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation.

• Develop Collegiate Spring Training Events for Fastpitch SoftballWith the additional fields, We will be able to develop spring training series with 10

collegiate teams per week from mid-February until end of March. Economic Impact of the Fastpitch Series is estimated to be $680,000.

• TOTAL INCREMENTAL IMPACT FROM FBP EXPANSION = $11,622,000

Expansion of Frank Brown Park

• Twenty High School/College Baseball Tournaments/EventsBy adding dedicated baseball fields, built to standards required for high

school and college players, PCB will be able to develop/attract 20 baseball tournaments and/or showcase events. These events are expected to average 40 teams for three days, with an total economic impact for the series of $8,580,000.

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• Develop Collegiate Spring Training Events for BaseballWith the dedicated fields, We will be able to develop spring training series with 10 collegiate teams per week from

mid-February until end of March. Economic Impact of the Collegiate Baseball Series is estimated to be $680,000.

• TOTAL INCREMENTAL IMPACT FROM BASEBALL VENUE = $9,260,400

• NOTE: Preliminary discussions have been held with groups that have an interest in developing a more robust baseball program that could substantially expand this market segment.

Sports Village - Baseball

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Sports Village – Soccer, et al


• Develop Collegiate Spring Training Events for Field SportsWith the dedicated fields, we will be able to develop spring training series with 10

collegiate teams per week from mid-February until end of March. Economic Impact of the Field Sports Series is estimated to be $680,000.

• TOTAL INCREMENTAL IMPACT FROM SPORTS VILLAGE SOCCER VENUE = $5,826,400

• Twelve Tournaments/EventsBy adding rectangular fields, PCB will be able to develop/attract

20 soccer, lacrosse, rugby, marching band or other tournaments and/or showcase events. These events are expected to average 40 teams for three days, with an total economic impact for the series of $5,148,000.

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Indoor Field House

NOTE: Visitor spending is estimated at $90 per person, per day for Spring Training Events and $143 for tournaments. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation.

• Develop Collegiate Spring Training Events for Field SportsWith the dedicated fields, we will be able to develop spring training series with 10

collegiate teams per week from mid-February until end of March. Economic Impact of the Court Series is estimated to be $680,000.

• TOTAL INCREMENTAL IMPACT FROM THE INDOOR FIELD HOUSE = $7,599,312

• Twenty-four Tournaments/EventsUntil the final design/scope is finalized, it is difficult to determine

the exact profile of the tournaments and events that will utilize the field house. We anticipate hosting a minimum of two events per month average 48 teams for three days with an total economic impact for the series of $6,918,912.

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Special Events & Sports

Economic Impact - Summary

• Aaron Bessant Park Enhancements – $7,772,000

• Frank Brown Park Enhancements - $11,622,000

• Sports Village Enhancements - $17,660,800• Baseball ($9,260,400)

• Soccer ($5,826,400)

• Equestrian ($2,574,000)

• Indoor Field House – $7,599,312

• TOTAL INCREMENTAL ECONOMIC IMPACT = $44,653,312

• INCREMENTAL LOCAL OPTION SALES TAX = $446,533

• INCREMENTAL ROOM REVENUE = $14,735,603

• INCREMENTAL ROOM NIGHTS = 118,836

• INCREMENTAL TDT REVENUE = $736,780

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Tourist Development TaxCurrent Usage (3% tax)

Tourist development taxes are used by the TDC/CVB to fund the destination marketing efforts for Panama City Beach, as well as pay for beach nourishment activities.

These taxes are exclusively paid by tourists staying in accommodations within the special taxing district along the beaches of Panama City Beach.

The effective use of these taxes will enhance the our ability to successfully execute the initiatives outlined in this plan; attract additional visitation; and drive increased revenues to the tourist-related businesses within Bay County.

Currently, each percent generates approximately $2.2 million.

• 0.5% - TDC Marketing/Awareness/Operations- Beautification Program- Keep the Beach Clean Campaign

- 1.5% - CVB Destination Marketing

- 1.0% - TDC Beach Nourishment

Recommended Usage (5% tax)

• 0.75% - TDC Marketing/Awareness/Operations- Enhanced Beautification Program- Enhanced Keep the Beach Clean- Beach Safety Campaign

• 1.25% - Capital Projects to enhance Sports & Special Event Marketing- Development of amphitheater and special event

ground at Aaron Bessant Park- Expansion of softball/baseball fields at Frank Brown

Park- Development of Sports Village Complex- Assist in funding on-going maintenance of new athletic

fields

- 1.0% - TDC Beach Nourishment- 2.0% - CVB Destination Marketing

TDC Marketing/Awareness

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