§ 666.108. Tourist development plan.

(a)

Legislative findings; plan adoption . The City Council finds and declares that the Duval County Tourist Development Plan ("Tourist Development Plan" or "Plan"), consisting of the eight components described in Section 666.108(b) below, will provide for the advancement, generation, growth and promotion of tourism, enhancement of the tourist industry, attraction of conventioneers and tourists from within and without the state to the City. The City Council hereby adopts, creates and establishes the Tourist Development Plan which shall be funded by the "original" tourist development tax revenues imposed by Section 666.106, Ordinance Code, and deposited into the Tourist Development Tax Special Revenue Fund pursuant to this Chapter and Section 111.600, Ordinance Code.

(b)

Plan components . The Tourist Development Plan shall consist of the eight components described in Section 666.108(b)(1)—(8). Tax revenues shall only be expended on the services, activities and/or uses described in each component. The Tourist Council shall implement and administer the Plan in strict compliance with the Plan components. The Tourist Council shall not deviate from the Plan components and the services, activities and/or uses described therein in the implementation and administration of the Plan without City Council approval pursuant to a Plan amendment. The eight Plan components are as follows:

(1)

Tourist Bureau. This component shall require the establishment of a tourist bureau, which shall operate and serve as the City's premier expert on tourist attractions, activities and events, accommodations, and restaurants available to tourists who visit the City, which includes Atlantic Beach, Neptune Beach, Jacksonville Beach (collectively, the "Beaches") and the town of Baldwin. Such tourist bureau shall provide the following services:

(i)

Visitor Centers. The establishment, operation and staffing of a visitor kiosk at the Jacksonville Airport, at least one visitor center in Downtown Jacksonville, and one visitor center in the Atlantic, Neptune and Jacksonville Beaches area (individually and collectively, the "Visitor Center" or "Visitor Centers"). Each Visitor Center shall be open a minimum of 50 hours per week, including both Saturday and Sunday for a minimum of five hours each day. The Visitor Centers shall be located so as to maximize visibility and accessibility by tourists and preference shall be given to use of City-owned property for such purpose. Signage on the Interstate directing tourists to the Visitor Center shall be pursued and installed. Supplemental unstaffed kiosks at strategic tourist attractions shall be pursued;

(ii)

Comprehensive listings. The establishment of continually updated comprehensive and all-inclusive listings of all public and private museums including library special collections; guided tours; event listings at all City-owned facilities such as the arena, performing arts center, baseball grounds, stadium and other City-owned venues; other events and activities submitted to the website host which are open to the public; golf courses and other sports facilities open to the public; activity rentals (bicycle, kayak, power boats, etc.); charter fishing captains; manufacturing facility tours; links to Jacksonville Parks, Libraries and other public facilities offered within the City of Jacksonville; hotels, motels, bed and breakfasts and other accommodations; restaurants, bars, clubs, and similar food and entertainment establishments; and other similar listings of tourist oriented facilities and activities. Such listings may not show preference to, or otherwise emphasize, any particular event or service provider. This service shall also include a pro-active development of such listings by reaching out to a wide spectrum of community organizations and resources to ascertain the activities, facilities, and events currently available, and such activity shall be an on-going and continuous effort to ascertain all that the City has to offer tourists. While some listings may be acquired by the purchase of prepared lists, others will require in-house research and creation; and

(iii)

Assembly of available information. The assembly of available information on, or creation of new running routes/trails; bicycling tour routes; scenic walks; historic walking tours; tourist attraction and activity locations; public docks, boat ramps, non-motorized launches and waterfront facilities accessible to those on the water such as restaurants with docks, etc., and such other maps and guides that identify attributes of the City for which tourists commonly search.

(2)

Marketing of existing tourist-oriented facilities, attractions, activities and events, located or occurring within the City, and identified in Plan component (1) above through advertising and marketing campaigns as described below or through the marketing of the City pursuant to Marketing Grants. This component shall require the marketing of existing tourist-oriented facilities, attractions, activities and events identified in Plan component (1) above through advertising and marketing campaigns conducted outside the City, regionally, nationally and internationally, through the maintenance of a website, publication of an annual visitor magazine, and publication or production of brochures, maps, videos and similar materials for distribution at Visitor Centers and tourist facilities, or through the marketing of the City pursuant to Marketing Grants awarded in accordance with the Tourist Development Council Grant Guidelines approved by City Council. Within the overall funding allocation for this component (2), adequate funding shall be set aside annually for subparts (v), (vii), (ix) and (x) to perform the activities in each such subpart of this component. The marketing services to be provided under this component shall include, without limitation, the following advertising, tourist engagement strategies and marketing services:

(i)

Name branding . Branding of Jacksonville as a unique destination focusing on our waterways, beaches, and parks and opportunities for outdoor adventure; the City's extraordinary cultural and historical resources; and the City's passion for sports by showcasing the City's numerous sporting events and teams at all levels (culinary destination, ale trail, and medical tourism may be included in the branding but shall not be a primary focus area of the branding plan);

(ii)

Market targeting. Target markets based on study data and past tourist tracking;

(iii)

Audience targeting. Target audiences of the destination branding attributes identified in (i) above, with advertising and promotions, also including (a) Jacksonville Jaguars and other professional sports teams' opponents around away game cities and grow out of town visitation for home games, and local leisure tourism by targeting opponent's cities, and (b) audiences based on activities unique to the area and that attract large numbers of tourists (i.e. golf, beaches and watersports, etc.); and

(iv)

Targeting direct flight markets. Coordination with Jacksonville Aviation Authority to advertise in direct flight markets.

(v)

Website. The establishment and maintenance of a continually updated website as the official tourist website for the City. Such website shall contain comprehensive and all-inclusive listings of all existing tourist oriented facilities, attractions, activities and events identified in (1) above. While accommodations and restaurants are recognized as essential to the tourist experience, equal emphasis shall be given to things to do and see in the City. Such listings shall be all-inclusive and may not show preference to, or otherwise emphasize, any particular event or service provider. Listings shall be sortable by business type/special interest category. Individual locations, venues and activities may be featured in specific content articles and itineraries but based on consumer interest ratings, or recognized tourist attraction rating entities and not on any request or payment by the entity advertised. If out of City day trips are promoted through such website, contributions from the jurisdictions in which such facilities are located shall be negotiated and used to offset the expense of publication. In no event shall the primary focus of any local webpage be devoted to out of City activities, venues, or services unless paid for by such jurisdiction;

(vi)

Social media sites and digital advertising. The maintenance of social media sites which shall include links to, excerpts from, and mirror the material contained in the website above. Individual locations, venues, and activities may be featured in specific content articles and itineraries but based on consumer interest ratings, or recognized tourist attraction rating entities and not on any request or payment by the entity advertised. This subpart shall also include online digital advertising to targeted markets of the destination branding attributes identified in (i) above;

(vii)

Visitor magazine. The publication of a Visitor Magazine no less often than annually which shall also include the comprehensive listings described above. Individual locations, venues, and activities may be featured in specific content articles and itineraries but based on consumer interest ratings, or recognized tourist attraction rating entities and not on any request or payment by the entity advertised. If out of City day trips are promoted through such Visitor magazine, contributions from the jurisdictions in which such facilities are located shall be negotiated and used to offset the expense of publication. In no event shall the primary focus of any publication be devoted to out of City activities, venues, or services unless paid for by such jurisdiction;

(viii)

Media Relations. Promotion of the City's tourist related facilities and programs on a state, national and international level to media writers of magazines, newspapers, blogs, websites and other public relations oriented outlets;

(ix)

Maps. The publication of maps on the website and in print identifying running routes/trails; bicycling tour routes; scenic walks; historic walking tours; tourist attraction and activity locations; public docks, boat ramps, non-motorized launches and waterfront facilities accessible to those on the water such as restaurants with docks, etc.;

(x)

Topic specific brochures and videos. The publication of other topic specific brochures and videos, such as brochures and videos focused on water related activities and parks and outdoor adventures, area history trails and brochures or other types of businesses if expressly requested by and deemed appropriate by the Tourist Council; and

(xi)

Collection of brochures, videos, etc. The collection and distribution of brochures, videos, and other advertising prepared by existing tourist oriented facilities, attractions, activities, and events at all visitor centers, kiosks, and such other opportunities as may arise.

(xii)

Marketing Grants . Marketing of the City as a tourism destination pursuant to Marketing Grants awarded in accordance with the Tourist Development Council Grant Guidelines approved by the City Council.

(3)

Promotion of the City as a convention and meeting site. This component shall require the promotion and further expansion of the City as a convention and meeting site for tourists. The promotion services to be provided under this component shall include:

(i)

Promotion to Tourist Groups. Promotion and marketing of the City as a convention and meeting destination to meeting planners, trade associations, industry groups, professional associations, etc.;

(ii)

Convention market targeting. Target markets based on study data and past tourist tracking;

(iii)

Convention sales activities. Convention sales activities actively pursuing potential meetings, conferences, conventions and groups and coordinating bookings with conference and convention facilities and accommodations that meet the expressed needs of the group. In this regard, no preference shall be shown to any particular private accommodation or facility;

(iv)

Coordination with City convention center manager. Coordination with the City's convention center manager to assist with fully booking that facility and meeting the accommodation needs of conventions booked at the Convention Center;

(v)

Convention service activities. Convention service activities that support the needs of tourists attending conventions and conferences in the City; and

(vi)

Convention grants. Convention grants payable to or on behalf of convention or conference groups or businesses as incentives for selection of the City as their destination for group or business conventions, conferences, or meetings in accordance with the Tourist Development Council Grant Guidelines approved by City Council.

(4)

Development and planning of additional tourist facilities and attractions in the City. This component shall require the development and planning of additional tourist facilities and attractions in the City. The services to be provided under this component shall include:

(i)

Identification of undeveloped tourist attractions. Identification of potential or undeveloped tourist attractions, (other than a convention center), in the City which will include a study to determine the existence, location, and potential tourist benefit to the City of such attractions, and the beginning of a short range plan to develop such of these attractions as may indicate an economically feasible benefit; and

(ii)

Planning. Development of a strategic plan for the expansion of business at existing tourist accommodations, and expansion of existing developed tourist attractions (attractions herein shall not include accommodations or dining, but entertainment and recreation venues and opportunities) for coordination of development efforts, advertising and promotion of such facilities.

(5)

Special Event grants. This component shall authorize the Tourist Council to award special event grants in accordance with the Tourist Development Council Grant Guidelines approved by the City Council.

(6)

Acquisition of and improvements to certain publicly owned facilities or certain facilities publicly owned and operated or owned and operated by a not for profit and open to the public. This component shall consist of a development account used to acquire, construct, extend, enlarge, remodel or improve publicly owned convention centers, coliseums (e.g., arena) or auditoriums (e.g., performing arts center), or aquariums or museums that are publicly owned and operated or owned and operated by a not for profit organization. Such aquariums and museums owned and operated by a not for profit corporation must be open to the public. Activities and projects funded from this account shall be approved by the City Council.

(7)

Contingency for any uses authorized under F.S. § 125.0104(5)(a). This component shall consist of a reserve account used to fund unforeseen opportunities of major significance to tourism in the City. Activities and projects funded from this account may be for any uses authorized under F.S. § 125.0104(5)(a) and shall be approved by the City Council.

(8)

Promotion of the Jacksonville Equestrian Center. This component shall require the promotion of the Jacksonville Equestrian Center. The promotion services to be provided under this component shall be awarded through Equestrian Center Grants in accordance with the Tourist Development Council Grant Guidelines approved by Council. Equestrian Center grants shall be for:

(i)

Hosting events at the Equestrian Center that draw participants from outside the region (i.e., 150 mile radius); and

(ii)

Advertising an event to be held at the Equestrian Center through advertising and marketing campaigns in regional, national or international media.

(c)

Funding Allocations for Plan Components. The Plan components shall be funded with tax revenues. Minimum and maximum funding levels, as applicable, for each Plan component shall be allocated over a three year period (fiscal years 2016-2017, 2017-2018, and 2018-2019), and it is anticipated that the tax revenues, less administrative costs pursuant to Section 666.106(c), will be at least $6,500,000 per fiscal year during this period. The funding allocations for each Plan component are provided in Table 1.1 below. Allocations of tax revenues in future fiscal years will be made by the City Council by means of an amendment to the Plan in the manner prescribed in subsection (g) below. In the event that City Council does not amend the Plan prior to the end of the third fiscal year (2018-2019), the allocations listed for the third fiscal year in Table 1.1 shall also be applied to future fiscal years. The Tourist Council shall adhere to the minimum and maximum funding levels, as applicable, provided in Table 1.1 in the preparation of its annual budget submittal to the Mayor.

Table 1.1
Funding Allocations for Plan Components

Plan components by abbreviated reference to Section 666.108 subsections only See Plan component descriptions in Section 666.108 (b)(1)—(8)for full component descriptions	Min./Max. Funding Amount FY16-17	Min./Max. Funding Amount FY17-18	Min./Max. Funding Amount FY18-19
(b)(1) Tourist bureau	$300,000	$300,000	$300,000
(b)(2) Marketing (including Marketing Grants)	$2,250,000	$2,300,000	$2,350,000
(b)(3) Promotion of the City as a convention and meeting site* (see note below) (including Convention Grants)	$2,000,000 (maximum of $2,250,000)	$2,000,000 (maximum of $2,250,000)	$2,000,000 (maximum of $2,250,000)
(b)(4) Development and planning of additional tourist facilities	$150,000	$100,000	$50,000
(b)(5) Special event grants	$800,000	$800,000	$800,000
(b)(6) Acquisition of and improvements to certain publically owned facilities	$500,000 plus any amounts transferred pursuant to Section 666.108(d)	$500,000 plus any amounts transferred pursuant to Section 666.108(d)	$500,000 plus any amounts transferred pursuant to Section 666.108(d)
(b)(7) Contingency	$500,000	$500,000	$500,000
(b)(8) Promotion of Equestrian Center	n/a	n/a	$20,000

 

*This Plan component (Section 666.108(b)(3)) has a maximum funding level due to the limited nature of the City's existing convention center facility (i.e., Prime Osborn Center) as a tourist meeting site. At such time that the existing facility is improved, or a new facility is constructed, to better accommodate tourist meetings (e.g., substantial increase in meeting space, attached lodging, etc.), the minimum funding level for this component may be increased or the maximum funding level deleted.

(d)

Development account; contingency account established. There shall be a separate development account ("Development Account") established, in addition to the Tourist Development Tax Special Revenue Fund, to receive the annual budgeted allocations, the unspent and unencumbered balances of appropriated funds allocated to the Plan components described in subsection (b)(1)—(5) and (8) above at the end of each fiscal year, and any unallocated funds remaining in the special revenue fund at the end of each fiscal year. The development account shall only be used to fund the Plan component activities described in subsection (b)(6) (i.e., acquisition, construction, extension, enlargement, remodel or improvement of publicly owned convention centers, coliseums (e.g., arena) or auditoriums (e.g., performing arts center), or aquariums or museums that are publicly owned and operated or owned and operated by a not for profit organization and open to the public). Additionally, a separate contingency account ("Contingency Account") shall be established within the Tourist Development Tax Special Revenue Fund to receive the funding allocated to the Plan component described in subsection (b)(7) to be used for unforeseen opportunities of major significance to tourism in the City. The Development Account and Contingency Account shall be created pursuant to Section 111.600, Ordinance Code, and any activities and projects funded from these account shall be approved by City Council.

(e)

Contract providers. Contract providers of Plan components shall be procured pursuant to Chapter 126, Ordinance Code. Contract providers that are contracted to market and promote the area for tourism or convention business shall be deemed "county destination marketing organizations" as defined in F.S. § 288.923.

(f)

Plan Review. The Tourist Council pursuant to Chapter 70, Ordinance Code, shall conduct a continuing review of the progress of the Plan, the effectiveness of the current allocation of tax revenues and the problems and deficiencies of the Plan in order to make recommendations to the City Council for changes in the Plan, including the addition or deletion of Plan components and changes to the services, activities and/or uses contained therein.

(g)

Amendments. As required by F.S. § 125.0104, the Plan created and established in this Section may not be amended except by an ordinance enacted by an affirmative vote of a majority plus one additional member of the City Council.

(Ord. 2016-599-E , §§ 7, 8; Ord. 2018-472-E , § 3)

Editor's note

Ord. 2016-599-E , § 7, amended the Code by repealing former § 666.108, which pertained to similar subject matter, and derived from Ord. 78-788-363, Ord. 83-591-400, and Ord. 2016-504-E .