TDC Marketing/Awareness

1. Strategic Plan Implementation Cost EstimatesBay County Tourist Development CouncilPanama City Beach Convention & Visitors Bureau

2. TDC Marketing/Awareness Welcome to the Beach Campaign • 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 • 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.” 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 Beach Safety Campaign • Develop multimedia public awareness campaigns to educate visitors on the flag warning system; and rip currents

3. 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

4. TDC Marketing/Awareness • Incremental Costs of Beach Safety Campaign • 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

5. TDC Marketing/Awareness • Cost Summary • 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Development of Aaron Bessant Park Impact of Special Event Capital Projects • Four Additional Weekend Festivals • With Average Attendance of 4,500 people. Generating 6,750 room nights per festival. • Total Incremental Impact = $7,772,000 • The capital projects outlined in the plan with assist the TDC in accomplishing three goals – • Enhance the Visitor Experience • Help us maintain our current base of softball & baseball tournaments • 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 Equestrian Center • Six Additional Equestrian Events/Rodeos • With Average Attendance of 1,500 people. Generating 2,250 room nights per event. • Total Incremental Impact = $2,574,000 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.

14. Expansion of Frank Brown Park Impact of Amateur Athletic Facilities - Capital Projects • 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. • The capital projects outlined in the plan with assist the TDC in accomplishing three goals – • Enhance the Visitor Experience • Help us maintain our current base of softball & baseball tournaments • Develop additional opportunities to 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. • The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. 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.

15. Impact of Amateur Athletic Facilities - Capital Projects Expansion of Frank Brown Park • Develop Collegiate Spring Training Events for Fastpitch Softball • With 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 • The capital projects outlined in the plan with assist the TDC in accomplishing three goals – • Enhance the Visitor Experience • Help us maintain our current base of softball & baseball tournaments • Develop additional opportunities to 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. • The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. Sports Village - Baseball • Twenty High School/College Baseball Tournaments/Events • By 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. 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.

16. Impact of Amateur Athletic Facilities - Capital Projects Sports Village - Baseball • Develop Collegiate Spring Training Events for Baseball • With 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. • The capital projects outlined in the plan with assist the TDC in accomplishing three goals – • Enhance the Visitor Experience • Help us maintain our current base of softball & baseball tournaments • Develop additional opportunities to 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. • The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. 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.

17. Impact of Amateur Athletic Facilities - Capital Projects Sports Village – Soccer, et al • Twelve Tournaments/Events • By 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. • The capital projects outlined in the plan with assist the TDC in accomplishing three goals – • Enhance the Visitor Experience • Help us maintain our current base of softball & baseball tournaments • Develop additional opportunities to 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. • The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. • Develop Collegiate Spring Training Events for Field Sports • With 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 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.

18. Impact of Amateur Athletic Facilities - Capital Projects Indoor Field House • Twenty-four Tournaments/Events • Until 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. • The capital projects outlined in the plan with assist the TDC in accomplishing three goals – • Enhance the Visitor Experience • Help us maintain our current base of softball & baseball tournaments • Develop additional opportunities to 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. • The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. • Develop Collegiate Spring Training Events for Field Sports • With 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 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.

19. 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

20. Tourist Development Tax Current Usage (3% tax) • 0.5% - TDC Marketing/Awareness/Operations • Beautification Program • Keep the Beach Clean Campaign • 1.5% - CVB Destination Marketing • 1.0% - TDC Beach Nourishment • 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. 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