Subject:
Title
Approval, Re: Tourist Development Council FY 2023-24 Major Event Grant Program recommendations.
End
Fiscal Impact:
FY 2023-24: $100,000 for listed grants is budgeted in the Cultural Fund 1446/293020.
Dept/Office:
Tourism Development Office
Requested Action:
Recommendation
Request the Board of County Commissioners approve the Tourist Development Council's recommendation to approve funding for the FY 2023-24 Major Event Grant Program applications listed in Attachment (A) and below:
• Thunder on Cocoa Beach Boat Races - $50,000 (May 16-19, 2024)
• Brevard Renaissance Fair - $25,000 (January 6-February 4, 2024)
• Space Coast State Fair - $25,000 (October 27-November 12,2023)
Further, based on the facts specified for each grant, by approving this agenda item, the Board will make the legislative finding that Tourist Development Tax funds are authorized for cultural grants pursuant to section 125.0104(5)(a)3, Florida Statutes, and Section 102-119(3)d, of the Brevard County Code of Ordinances. Each of the tourist oriented cultural and special events have as one of its main purposes the attraction of tourists, and the entity and the Space Coast Office of Tourism both intend to ensure marketing and promotion of these events to Tourists.
Additionally, request authority for the Director, Tourism Development Office, to negotiate and sign all necessary grant agreements, budget change requests, and related documents to support the grants.
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Summary Explanation and Background:
The Board at its December 5, 2023 meeting requested these items be brought back on December 19, 2023 with more detailed budgets. Thunder on Cocoa Beach Boat Races and Space Coast State Fair provided updated budgets. Brevard Renaissance Fair did not.
The Tourist Development Council Major Grant Program is a grant program administered by the Tourism Development Office. The Major Event Grant program was established for large special events that attract a minimum of 25,000 attendees with 25% of attendees from outside of Brevard County. This will be achieved by maximizing the Space Coast Office of Tourism’s marketing resources to provide a platform for Brevard’s organizations through collaborative event and marketing support.
To qualify for the Major Event program, the event must meet the following criteria:
• Minimum of 25,000 attendees
• Minimum of 25% of attendees must be visitors from outside Brevard County
• Minimum of 40:1 Return on Investment (ROI)
• Must occur within the same week (7 consecutive days)
• Must have at least 1 year of prior event experience for measurement
• Must spend at least 40% of marketing budget outside of Brevard
To be considered for this grant funding, the special events/activities must be held in-person with in-person attendees, with the main purpose of attracting out-of-county visitors to Brevard County. Virtual events or media outlets will not qualify for this grant.
The Cultural Committee at their November 9, 2023 meeting unanimously recommended the following funding allocations. The Tourist Development Council at their November 15, 2023 meeting recommended the Board approve the following funding for FY 2023-24 Major Event Grant Program applications in a 5-0 vote for the Thunder on Cocoa Beach Boat Races, Brevard Renaissance Fair and Space Coast State Fair, as well as make the necessary legislative findings for each grant listed at Attachment (A).
The Major Event Grant Program Guidelines also require applicants to establish and track ROI by measuring visitor attendance and spending.
The three (3) applications have been approved by both the Cultural Committee and TDC, and will be on a reimbursement basis. The awards were based on the approved funding tiers listed in the grant Guidelines. The tiers are determined by economic impact of the event, which is calculated by the attendance and event spending as determined by the TDO. Per the tier system, an applicant’s event that produces a Total Attendance of 25,000-49,999 will be eligible for a grant of $25,000. Events with Total Attendance of 50,000-99,999 will be eligible for $50,000, events with Total Attendance more than 100,000 will be eligible for $75,000. The maximum funding request cannot exceed $75,000 per organization per fiscal year, or 20% of their most recent budgeted event operating expense actual amount, whichever is less as directed by the Board.
Further, based on the facts specified for each grant, by approving this agenda item, the Board will make the legislative finding that Tourist Development Tax funds are authorized for cultural grants pursuant to section 125.0104(5)(a)3, Florida Statutes, and Section 102-119(3)d, of the Brevard County Code of Ordinances. Each of the tourist oriented cultural and special events have as one of its main purposes the attraction of tourists, and the entity and the Space Coast Office of Tourism both intend to ensure marketing and promotion of these events to Tourists. Additionally, request authority for the Director, Tourism Development Office, to negotiate and sign all necessary grant agreements, budget change requests, and related documents to support the grants.
Clerk to the Board Instructions:
Please return a memo of the Board’s action to the Director, Tourism Development Office, and County Attorney’s Office.