Emeril's Florida to feature South Walton in 2013

**Dawn** · 08-03-2012, 07:31 AM

Very cool! This has yet to be approved but very exciting.

THIS AGREEMENT is made by and between MAT MEDIA, LLC, a Florida corporation whose principle address is 201 South Monroe Street, Suite 201 Tallahassee, Florida 32301 and SOUTH WALTON (TDC).

IN CONSIDERATION of the terms and conditions herein after stated, Producer and CVB represent and agree as follows:
1. The Agreement shall be effective on the date signed by Producer and TDC. It shall expire on or before June 30th, 2013 unless renewed by both parties.

2. The Producer shall be responsible for delivering the following goods and services related to Emeril’s Florida:
a. Exclusive Episode: One episode on Emeril’s Florida exclusive to Walton County for airing in 2013 on the Cooking Channel. The entire episode will feature Walton County.
b. TV Commercials: Six (6):30 second TV spots: one in each of the six (6) airings of Walton County’s episode of Emeril’s Florida. The airing will be the original episode on Saturday or Sunday and a weekday morning and afternoon airing the following week during the first quarter of 2013 and another Saturday or Sunday airing, plus a weekday morning and afternoon airing the following week in the second quarter of 2013.
c. Billboards: The TDC will have one billboard in each airing of their episode. A total of six (6) Billboards. Three (3) in the first quarter of 2013 and three (3) in the second quarter of 2013.
d. Vignettes: Producer will provide a minimum of two (2) vignettes from the episode that can be used to promote their county on websites and social media.
e. Photos: Producer will provide digital photos for the use by the TDC for promotion and social media.
f. Recipes: The Producer anticipates recipes being developed for the majority of the episodes of Emeril’s Florida. All of the recipes will be made available to the TDC for use on their website. The recipes may be Emeril’s recipes or recipes recommended by Emeril from various Florida chefs.
g. Other Episodes: The producer will give serious consideration to this TDC for segments in other episodes where it would be appropriate to feature their county and its relationship to the overall theme of a specific episode.

3. The TDC will assist the Producer with the production of the exclusive episode in their county.
a. TDC will provide research and other information to help the production team determine potential locations for the production and historical background plus human interest information.
b. TDC will help recommend hotels and assist in securing complimentary accommodations if possible.
c. TDC will work with the producer on the final selection of locations and can disapprove any recommended location. However, final editorial decisions remain solely with Emeril Lagasse and the Producer.

4. The Following is the payable schedule for the agreement. MAT MEDIA, LLC is assigning the collections and receipt of payments to VISIT FLORIDA at 2540 W. Executive Center Circle, Suite 200 Tallahassee, FL 32301. VISIT FLORIDA will match the TDC payments up to $150,000.
The Invoices will be provided by MAT MEDIA, LLC and paid to VISIT FLORIDA at 2540 W. Executive Center Circle, Suite 200 Tallahassee, FL 32301.
a. $37,500: Payment due upon signing of the agreement.
b. $37,500: Due upon completion of the on location production of the exclusive episode.
c. $37,500: Due upon the completion of the final edited episode and the delivery of two vignettes to the TDC.
d. $37,500: Due upon the airing of the original exclusive episode in the first quarter of 2013.

5. Option to Renew: TDC has the option to renew for 2014 season as one of the selected counties for Emeril’s Florida.

The option is for the same deliverables and the same sponsorship fee.

The TDC must execute a letter of agreement for the second season by November 15th, 2012. The production of the second season will begin production in March or April 2013.

**kurt** · 08-16-2012, 11:19 AM

This has been approved by the Walton County Board of County Commissioners.

See you soon Chef!

**30A Skunkape** · 08-16-2012, 02:15 PM

BAM! The TDC spending spree has just been kicked up a notch!

**Andy A** · 08-16-2012, 02:32 PM

Originally Posted by 30A Skunkape

BAM! The TDC spending spree has just been kicked up a notch!

I couldn't agree more and said so at the Visioning meeting last night. No public discussion at the BCC meeting. The approval of the TDC board was enough.

**Happy Camper** · 09-04-2012, 09:11 AM

IF this is definitely going forward, I highly recommend Edward's 30A to be the filming location for this. The kitchen has a chef's counter. The kitchen opens to a great courtyard, and there is plenty of light in the kitchen.

Chef Edward Reese has been a chef on 30A for a long time.

Please scout out Edward's.

**tsutcli** · 09-04-2012, 10:22 AM

Stop spending money promoting the area until the infrastructure problems we all know are there is resolved. $150,000, what a waste!!

**tsutcli** · 09-08-2012, 08:35 AM

Seems to be a consensus by those who responded that this is a waste of money(Sun article), unless you own an eatery-no big surprise there. Also, the signs shown in the article are nice but one of the things we need less of on 30a are signs.

**Dawn** · 09-08-2012, 08:59 AM

Most of your posts on here are negative. It's obvious you don't like tourism or politicians, or schools, or the beach, or...

Some will automatically say any money spent by the TDC is wasted because they don't want more visitors. Some I have talked to say TV is a good use of advertising dollars. Others will say go ahead and advertise but do it and get the best value.

If Emeril's program ends up a nice infomercial for South Walton that is shown over and over, and people come here because of it then we'll have to wait and see if it is a good value. Visit Florida offered a deal with matching funds. That's like 50% off. To dismiss it our of hand is just pure negativity.

My opinion is that since the developers have gone away, and the politicians have been tamed for the most part (all you have to do around here to shut up a politician is sue em), that the TDC has drawn all the negativity from the retired and semi-retired who have made it their hobby to criticize. No doubt all the BP money the TDC got to spend (all gone now) has made people irate. Maybe some are jealous because they didn't get a BP payout and see the TDC got millions. Too dumb to realize the TDC spent those millions to bring people here which helps everyone. Record number of people been here for the last 12 months or so - hello!??

Just a hunch but since Emeril lives here and is quite the celeb, he will be a gift that keeps on giving. He will do a lot fo the area. I like the idea of rewarding him. It's business.

**Andy A** · 09-08-2012, 09:27 AM

Its not business. As tsutcli, said, a waste of money. How about starting a trolley system instead? And please don't give me the old saw TDC money can only be used to promote tourism. Such an undertaking would be promoting tourism.

**1amos1** · 09-08-2012, 12:04 PM

Originally Posted by Andy A

Its not business. As tsutcli, said, a waste of money. How about starting a trolley system instead? And please don't give me the old saw TDC money can only be used to promote tourism. Such an undertaking would be promoting tourism.

I am not someone who wants to see less tourists, I want more. I have been a bed tax collector for many years and I think this is another of many wasted money campaigns by the TDC. I believe Dawn in her desire to build her empire has been misguided in her judgement of how to spend the EXCESSIVE amount of money she has at her disposal. It seems to me she is more concerned with HER visibility and image than she is with what benefits those that generate the money she spends.

I do not believe our increase in tourism this year is the result of anything the TDC has done. Almost all vacation planning today is done as the result of Internet advertising and our TDC has not done a good job in this area. In spite of being a bed tax collector for nearly 15 years I get very little benefit from the TDC. Almost ALL of our new business comes through direct booking on our web site. With Google Analytics I can see exactly from where these bookings start and almost none of it comes from the TDC site. I would like to hear what other bed tax collectors think about the way the TDC spends the money we collect for them.

I would like to see the bed tax reduced or use a big chunk of the bed tax to help fund the bridge expansion instead of increasing our sales tax.

What I think is dumb is wasteful and I'll-advised spending.

Maybe the county should consider returning some of the bed tax to the collectors with the requirement that they spend it on advertising and promotion that they know will do them some good. Or maybe the entire effort should be jobbed out to those like Sowal and 30A.com who actually know what they are doing and are constrained by the necessity of using good business judgement.

The trolley idea has merit, another might be buying some vacant land to establish a pay to park lot with transport close to 30A to help alleviate the increasingly problematic traffic issues. Both better ideas than paying big money for a bad song or paying big money to promote Emeril's empire.

**Teresa** · 09-08-2012, 03:42 PM

I believe many residents and businesses are supportive. They feel it's good for the area.

BTW the BCC unanimously voted to approve the TDC's proposal. The series begins with dining and food in Orlando in January.

I can support this kind of creative promotion if it is done well. More so than tiny, very costly tv ads going out all over the place.

Emerill- make us proud!

**tsutcli** · 09-08-2012, 04:04 PM

You're right Dawn, I don't like politicians. Most are head cases trying to build empires by using "other peoples money" and keeping their overpaid jobs. Maybe we should rename the TDC the OPM. And it's not tourists I don't like, it's the indiscriminate use of tax money to attract more of them before we address the many infrastructure problems that everyone know exist. Besides, the TDC (aka OPM ) doesn't need to spend money to reach a wider audience. JOE, EBSCO, Rosemary, word of mouth and people like 1amos1 can and do this very effectively and at NO cost to the taxpayer. And where do you get off saying I am negative about schools, the beach? I have never said anything negative about either. Your arrogance is showing.

**Jdarg** · 09-08-2012, 05:35 PM

I agree, 1amos1. There might have been a time when this kind of spending would almost be considered OK, but times and needs are completely different and the TDC function needs a complete overhaul to meet the current needs of this community in terms of keeping our tourist economy healthy. The total disconnect is between reality and the marketing fantasy world is stunning. I am sure Emeril is a nice guy, and being on his show is kind of neat I guess, but not for that price tag. I am sure in the media world this is a "great media buy"- whatever. It would be nice if for once the TDC could do something that everyone could stand up and go- that's it! Thank you!

**iloveflorida** · 09-08-2012, 08:37 PM

Awesome idea....love the TDC. They have the future of our county in mind with these types of ventures. Keep up the good work. Baam!!!!

**iloveflorida** · 09-08-2012, 08:43 PM

Dawn...arguing with the left is a no win situation. Great points. Don't get frustrated its the same ole grumps whining all the time.

**tsutcli** · 09-09-2012, 08:18 AM

First, I am anything but from the left. It is you who seem to be from the left whose only idea is to attack and denigrate the messenger. Any chance you are from Chicago?

**Dawn** · 09-09-2012, 09:45 AM

Wow - calling people names is uneccesary. If I was disrespectful I apologize. WHat does "left" mean? If people are forced into your box and are that black and whit to you I feel sorry for you. Diversity of style and opinion is what makes the world a beautiful place. So is tolerance and understanding. Your use of the term reveals you as a narrow-minded, one-sided bigot.

**Dawn** · 09-09-2012, 09:48 AM

Originally Posted by 1amos1

I am not someone who wants to see less tourists, I want more. I have been a bed tax collector for many years and I think this is another of many wasted money campaigns by the TDC. I believe Dawn in her desire to build her empire has been misguided in her judgement of how to spend the EXCESSIVE amount of money she has at her disposal. It seems to me she is more concerned with HER visibility and image than she is with what benefits those that generate the money she spends.

Some good points in the rest of your post but this sounds like a personal issue you have. The TDC is controlled by politics, laws, politicians, committees, rules, in short - it's a beauracratic mess. At any rate they are a ton of fingers in the pies, including diverse bed tax collectors with fierce competition. It's like a team mangaed by 44 coaches with different agendas. To blame one person is unfair and maybe just ignorant.

**Dawn** · 09-09-2012, 09:53 AM

This issue is not easy. SOmehow the TDC has become and automatic bad guy.

"He has eaten with us several times over the years, and I think it would be a great way to introduce Emeril's audience to our special corner of culinary talent in Walton County," said Rauschkolb.

Chef Gio Filippone of Vue on 30A agreed.

"I think it can be good for tourism because people will see our beaches and how great it is here," said Filippone. "And yes I would invite him here (into my kitchen). Why not? I think it would be fun."

However, as a newly elected county commissioner, Cindy Meadows polled the community on their feelings about the matter and received a much different response. In two days, she had 50 replies on Facebook to her inquiry, and all were against the project, she said.

"It has been 100 percent against," she said.

The comments ranged from “I think the money could most certainly have been better spent” to likening the project to “spending $75,000 on a lame song.”

Jeffrey Ellis, a former employee of Walton County Tourist Development Council, said the money could have been spent on "Yield to Pedestrians in Crosswalk" signs "before someone gets killed trying to cross 30A." He said the TDC needs to realign its priorities and recapture the original local focus it had in the 1980s.

"Those yield to pedestrian signs are seen in downtown Pensacola, Pensacola Beach, Tallahassee, Jacksonville, Navarre Beach, St Pete Beach; Tybee Island, Maine ... and the list goes on and on ... EXCEPT in South Walton where these signs are desperately needed on beach routes 30A and Scenic Gulf Drive, a.k.a. Old Highway 98," he said.

Realtor Bobby Johnson chimed in online with: "I get frustrated when I see the TDC spending more money to bring more people to an area that is losing what they are trying to bring people to (the beaches). It's pure insanity and short sighted."

Former Walton County Artist of the Year Susan Lucas posted, "I see it as another example of unclear priorities, or priorities that are not what they should be. This summer, there were more visitors than could be supported by the beach, the accesses, the roads, the trash pickup, etc. They are marketing us as this peaceful, nature-oriented place (that's good), but the reality is becoming Panama City Beach. Adjustments are needed. Too much money to spend with no oversight."

Jim Carter of Swantree Concierge urges advertising through a local company — someone who does not need huge amounts of money to get the pulse of the area to create a marketing plan ... i.e. ... “Find Your Perfect Beach.”

"We need long-term plans to make people want to keep coming for years to come instead of tourists starting to say things like ‘common, touristy, overcrowded, trashy’ ... we have to keep those words out of the mouths of the people who carry their time spent here home to their friends and neighbors. The writing is on the wall; we have to proactively turn the corner and move away from becoming the places we use as examples of ‘unsuccess,’ ” he said.

Sandestin's Kent Lillie spent more than 30 years in the TV advertising industry — many of those on the executive level. Whether the $150,000 spent by Walton County TDC for this Emeril episode is worth the money is impossible to know yet, he said.

"Emeril is a great talent and can bring a lot of attention to the area. That said, it's about the numbers and whether there is adequate return on investment in terms of audience reached, frequency of message, content of message and finally, show ownership or future broadcast rights and other uses," Lillie told The Sun. "Also, it would be important to know how much of the show will the TDC own, my guess zero, or what the future rights to the show are.

“Problem is that like most/all government agencies, there is no incentive for managers to bargain for price or value received. Since they're looking for a place to tape, let's lobby for Vue on 30A, but I hear that it's a done deal. It will be from Emeril's kitchen at his house. How will that show off or help our area?”

Meadows says she is listening and one of her first orders of business after taking office Nov. 20 will be to establish a citizen committee to hear all these ideas and get community feedback on TDC spending.

And as for the county's decision to spend the money for a TV segment with Emeril, Meadows said she does not like it.

"We have a lot of other issues to focus on. I think it's a waste of money. When I get on the commission we will look at these types of things. I don't think it will bring in more tourists. The timing couldn't be worse. We are just getting out of touch," she said.

**Dawn** · 09-09-2012, 09:54 AM

Florida and Walton County have zeroed in on a new way to promote our state and county — the celebrities who choose to make this area their home — such as, say, Emeril Lagasse.

At a special meeting of the Board of County Commissioners Aug. 8, Walton County Tourist Development Executive Director Dawn Moliterno proposed a “media buy” that will feature famed Chef Lagasse cooking local fare at a yet-to-be determined South Walton location. The TV segment is called "Emeril's Florida."

The TDC’s total cost for the program is $150,000 through a partnership with VisitFlorida for the 30 minutes of original content, which will air on the Cooking Channel and promote the state of Florida on state and county levels.

Moliterno says the show is an example of “branded content” or “content marketing,” meaning content that emphasizes entertainment over a marketing message.

The program will highlight Florida through the eyes of Lagasse with a focus on food, cooking, events and activities around the state. The different segments of the program will feature the chef attending events, festivals and professional sports venues and will highlight Florida’s top restaurants and resorts.

In every episode Lagasse will participate in some kind of activity, whether fishing or touring Florida’s farms and ranches And each program will feature a cooking segment with him either in his outdoor kitchen at his home in South Walton or on location in other parts of the state.

"This is a cooperative program that will give us a lot of return on our investment with a great reach since the culinary element is a huge draw for our area," said Moliterno. "We're excited for South Walton to be able to showcase his cooking."

Lagasse, who calls Sandestin home, will prepare several different dishes and recipes that will be available for the TDC to share on its website.

Lagasse serves as host and executive producer for the "Emeril's Florida" concept.

The digital vignettes can be used in social media and will also be shared from the TDC's website, said Moliterno.

The one-time media buy will be shot in the fall and will air in the first quarter of next year. The investment will include the one-time original episode plus reruns and vignettes amounting to six total airings. There are also promotional opportunities for events and possible host appearances (subject to availability). The program will air three times per week for 26 weeks during 2013. The initial airing of each episode will be on Saturday mornings and two times per week during the day.

Moliterno made the point to the BCC that the price point asked is significantly less than any other primary sponsorship of a national show where you would expect to pay a minimum of $380,000 to generate this kind of media and “content value.”

In a statement, Lagasse said he is excited about doing "Emeril’s Florida" as it is his new home state, and it will allow him to spend more time with his family.

The show will premier on the Cooking Channel in January 2013.

An option for Season 2 in 2014 with another 13 original episodes with the same rights to the digital content is also available to sponsoring partners.

The TDC Council and BCC approved the project unanimously on Aug. 14.

**Dawn** · 09-09-2012, 09:57 AM

I've always thought SoWal could market itself as "the Culinary Coast" or something like that. Emeril could be huge for biz here.

Then again maybe the dough should be given to Elam Stoltzfus for the coastal dune lakes documentary he wants to do.

**Dawn** · 09-09-2012, 10:01 AM

http://www.orlandosentinel.com/video...-based-TV-show

Celebrity Chef Emeril Lagasse announced plans today for a new Florida-based television show that will focus on cooking and travel, with the first episode in January slated to be about Orlando.

"Emeril Florida" will feature Lagasse exploring the dining and entertainment options of the Sunshine State. It is slated to air on the Cooking Network, Channel 180 on Bright House Networks.

"It's about what this great state offers,'' Lagasse said. "So it's not just about cooking, it's not just restaurants, although that's a nice chunk of it. But it's about the beaches, it's about fishing, it's about farming, it's about the agriculture.

"When people think about Florida, of course, they think about sunshine and how beautiful it is. They don't really know the variety, to the extent of what is really here. There's so much here it's incredible."

In Orlando, Lagasse visited places such as the Ravenous Pig, Vines, the Ice Bar and Cask & Larder.

The show will run on weekend mornings and a couple of other times during the week. Exact dates and times are expected to be announced in late November or early December.

Lagasse announced his new television show while at the 45th Annual Governor's Conference on Tourism, which is being held at the Renaissance Orlando at SeaWorld.

Central Florida is home to two of Lagasse's restaurants, Emeril's Orlando and Emeril's Tchoup Chop, which are both located at the Universal Orlando Resort.

The food media titan has hosted more than 2,000 shows on the Food Network and authored more than a dozen cookbooks, according to a biography posted on his web site.

**tsutcli** · 09-09-2012, 02:36 PM

Originally Posted by Dawn

Wow - calling people names is uneccesary. If I was disrespectful I apologize. WHat does "left" mean? If people are forced into your box and are that black and whit to you I feel sorry for you. Diversity of style and opinion is what makes the world a beautiful place. So is tolerance and understanding. Your use of the term reveals you as a narrow-minded, one-sided bigot.

Dawn, apparently a post to which I was referring, just before mine, was deleted by SOWAL staff and referred to me as being from the left and therefore unable to be reasoned with. Your use of the terms "narrow-minded" and "one-sided bigot" only serve to expose your own biases.

**1amos1** · 09-09-2012, 10:30 PM

Dawn I have no personal issue because I don't personally know you. I only know what I have observed as a tax collector while you have headed the TDC. You have been driving the truck and you have responsibility for it's direction, a direction I don't feel has been all that responsible.

**deasnealy** · 09-10-2012, 05:31 AM

I think this forum should organize a weekly location somewhere on 30a so each of you can face each other live and launch attacks. I would expect that the level of personal attacks would be significantly lower. May I suggest before you launch electronic attacks you may want to consider if you would actually say what you are typing to someone's face. Maybe use that as a basis for your commentary on the forum and we could continue to have productive discussions. I love this forum, but sometimes its like a person gets absolutely obliterated for their point of view. I think this forum is great way to expose matters that have been developed behind closed doors. Providing transparency to government servants is the first step to check potential problems. Please do not ruin it by turning this into a personal attack forum.

**cabythesea** · 09-10-2012, 08:28 AM

I suggest the location for the weekly meeting be the Dothan Ave. beach walk over. New housing construction has resulted in this walk over being destroyed by storm water run off - the dirt that now covers the white sand is a disgrace. I don't know about $150,000 and Emeril but the fact the TDC has not taken care of this once beautiful walk over is simply a dereliction of a primary duty/responsibility - and please don't pass the buck to the county and department of public works. This is blocking and tackling - fix the problem and fix it now!

**Jim Tucker** · 09-12-2012, 11:08 AM

Renowned author, chef and television celebrity Emeril Lagasse delighted attendees at the 45th Annual Florida Governor’s Conference on Tourism held September 5-7 in Orlando with a surprise appearance and announcement that in 2013 he will host a national television series on the Cooking Channel. Titled Emeril’s Florida, the show has thirteen episodes planned, with each airing multiple times, reaching millions of viewers. South Walton is among a very few award-winning destinations to be exclusively featured in dedicated episodes, amounting to feature-length exposure for the destination Mr. Lagasse calls home.

In addition to multiple airings, Visit South Walton will benefit from value-added components including a 30-second ad spot within the episode, two video vignettes from the episode for use on digital platforms, signature recipes, photos releases and episode billboards. According to Jon Ervin, director of marketing and communications for Visit South Walton, “The value of just one 30-second commercial on a national television series airing a half dozen times would be sizeable, but in this special case our destination will be woven through an entire episode. In addition to that exceptional benefit, demographics indicate a viewership with an appetite for travel in addition to culinary offerings, and better yet the whole thing receives 50 percent of its funding from VISIT FLORIDA.”

The Governor’s Conference was designed and coordinated by VISIT FLORIDA, the official tourism marketing corporation for the state of Florida as the premier educational event for the Florida tourism industry. A highly anticipated part of the conference is the presentation of Flagler Awards, which recognize outstanding achievement in Florida tourism marketing. Visit South Walton was presented four awards, including Silver Awards in the Niche Marketing category for its wedding ad and in the Radio Advertising category for its “Definitions” ad. The Northwest Florida destination won Bronze Awards for its Visitor Guide and television ad titled “The Things You Take.”

Dawn Moliterno, executive director of Visit South Walton, said, "The Flagler Awards represent the pinnacle of tourism marketing in a state that is the number one travel destination in the world, and we could not be more proud to be recognized for our efforts. These are further proof that our team does an outstanding job of promoting one of the most beautiful beach destinations in the world, and advancing an industry with an estimated billion dollar annual impact in Walton County alone.”

Among VISIT FLORIDA’s future marketing initiatives is promotion at the hugely popular Florida versus Florida State football game on November 24, 2012. Dubbed the Sunshine Showdown, this interstate rivalry delivers a national audience in a platform ideal for promoting Florida tourism. Visit South Walton will participate in Florida State University's Parents’ Weekend October 12-13, 2012, which coincides with the Boston College football match-up. Marketing strategies will engage consumers with incentives including hundreds of $50 BP gas cards on the 40th anniversary of Tallahassee's Downtown GetDown on Friday and prior to the Saturday game.

**Jim Tucker** · 09-12-2012, 11:10 AM

Originally Posted by deasnealy

I think this forum should organize a weekly location somewhere on 30a so each of you can face each other live and launch attacks. I would expect that the level of personal attacks would be significantly lower. May I suggest before you launch electronic attacks you may want to consider if you would actually say what you are typing to someone's face. Maybe use that as a basis for your commentary on the forum and we could continue to have productive discussions. I love this forum, but sometimes its like a person gets absolutely obliterated for their point of view. I think this forum is great way to expose matters that have been developed behind closed doors. Providing transparency to government servants is the first step to check potential problems. Please do not ruin it by turning this into a personal attack forum.

Thank you forum cop.

I don't see much malice going on just a few jabs.

**30A Eats** · 09-12-2012, 04:34 PM

I have no issue with Emeril being the brand for marketing South Walton, like the idea, but do have a hope locals are to be chosen to participate in the TV show.; not that I have inside information that this will/will not happen. In my work of food writing, and being the owner of 30AEATS.com, I have gotten to know personally many of our great chefs, restaurateurs, fisherman and kitchen talent in our area. They should be highlighted, as Florida has always been the proverbial red-headed step child in the foodie world, and Emeril has the fan base to showcase our area talent and draw the attention that the TDC is looking for. If it is to be more Emeril
focused, then it is not helping our community. Many have problems with the TDC for many reasons, one being from the bad taste they got from the TDC looking outside our local population for talent to handle the name change from Beaches of South Walton to Visit South Walton. I won't get into the details, as all pretty much is aware, I just hope it does not happen again, and the chefs that cook in many of our beautiful restaurant kitchens will finally be seen and heard, and we can share out wonderful 30AEATS (SoWal Eats) with the world!

**30A Eats** · 09-12-2012, 04:35 PM

"What you think you become."

Then I am food. Anyone hungry? Christiano's has Half-Priced Pizza on Wed night, Dine-In, or Take-Out!

**Teresa** · 09-12-2012, 08:38 PM

Originally Posted by 30A EATS

"What you think you become."

Then I am food. Anyone hungry? Christiano's has Half-Priced Pizza on Wed night, Dine-In, or Take-Out!

I am food too! And I think showcasing our gorgeous coastal town on Emerill can be one of the best ways to tell the story. Hopefully local businesses, restaurants and people will be very involved for lots of local flavor! The farmers market should be featured along with local food shops, farms, charter fishing,, dining, picnicking at state parks, bays and beaches. Bon fires & shrimp boils. Hiking and biking. Festivals, art, music. And a little Emerill.

**lenzoe** · 09-12-2012, 09:25 PM

Originally Posted by 30A EATS

I have no issue with Emeril being the brand for marketing South Walton, like the idea, but do have a hope locals are to be chosen to participate in the TV show.; not that I have inside information that this will/will not happen. In my work of food writing, and being the owner of 30AEATS.com, I have gotten to know personally many of our great chefs, restaurateurs, fisherman and kitchen talent in our area. They should be highlighted, as Florida has always been the proverbial red-headed step child in the foodie world, and Emeril has the fan base to showcase our area talent and draw the attention that the TDC is looking for. If it is to be more Emeril
focused, then it is not helping our community. Many have problems with the TDC for many reasons, one being from the bad taste they got from the TDC looking outside our local population for talent to handle the name change from Beaches of South Walton to Visit South Walton. I won't get into the details, as all pretty much is aware, I just hope it does not happen again, and the chefs that cook in many of our beautiful restaurant kitchens will finally be seen and heard, and we can share out wonderful 30AEATS (SoWal Eats) with the world!

Well put. It seems like from the written agreement the intention is to highlight multiple South Walton locations. I'm hoping that means more than just cooking at a Sandestin site. I think the appeal of the show to most viewers (not just SoWal viewers) will depend on them carrying through on that intent.

I also hope viewers walk away from viewing the episode NOT thinking it was all about Destin again.

**lenzoe** · 09-12-2012, 09:28 PM

Originally Posted by 30A EATS

"What you think you become."

Then I am food. Anyone hungry? Christiano's has Half-Priced Pizza on Wed night, Dine-In, or Take-Out!

Oops. I guess I'm about 50 percent Cheetos then.

**1amos1** · 09-12-2012, 10:41 PM

Even with our outrageous bed tax of 4.5% it will take an additional 3.33 million dollars of revenue by bed tax collectors to collect the $150,000. to pay for this. Does anyone think that will really happen?

**kurt** · 09-13-2012, 07:06 AM

**Teresa** · 09-16-2012, 03:20 PM

How is the project funded?? Good question. I don't know if these dollars are BP or in reserve for advertising. In any case, they will be used for marketing purposes. What kind of marketing?

In my opinion, showcasing South Walton on an hour cooking show which will be rebroadcast many times in many places - is a unique way to tell our real story - and the best kind of marketing possible. I can see this kind of marketing attracting tourists and potential new residents who really identify and want to be here. Because they are seeing much more than a quick 30 second commercial with a shot of the beach, some non-native palm trees and an elegant couple with 1.2 perfect children in their khaki's and white shirts posing in a place that could be on any beach, anywhere - and never showing that we offer far more than a perfect beach.

I think it is the kind of creative marketing we should be doing. Real people and area businesses, beautiful scenery of the beach & bay, coastal lakes and state parks, and area culture may even be included! (they had better). I am hoping the Emeril segment will start showing early 2013 - but I haven't seen a date.

Meanwhile, I blame Walton County and our leaders on the BCC for not being proactive in planning for the growth which has been happening for years and years. That is another matter altogether, but still related to growth in tourism and our full time population.

**tsutcli** · 09-16-2012, 05:29 PM

What part of STOP don't you understand? Not another dollar should be spent marketing this area until the problems we have are resolved and a coherent plan to handle future growth is agreed to and put in place.

**kurt** · 09-16-2012, 06:52 PM

Originally Posted by tsutcli

What part of STOP don't you understand? Not another dollar should be spent marketing this area until the problems we have are resolved and a coherent plan to handle future growth is agreed to and put in place.

Would you mind giving us a list of what you think are our top problems, relating to tourism?

**Teresa** · 09-16-2012, 07:12 PM

We don't stop marketing but we do start marketing carefully and creatively. I am not sure but my guess is that the BP ad dollars are done. So we won't be seeing mass marketing. At the time though we needed it. Enough already. I hear ya.

We also need to do more to protect lives and ensure safety such as marketing beach safety locally, fund more lifeguards, and ask the sheriff to provide more security & ticket out of control people and crazy drivers. This is TDC, BCC, WCFD & WCSO. we are a kind of resort town with very little enforcement of rules, laws and oversight. Do counties really provide these services at the level they are needed? We are having growing pains. Who is addressing those problems?

we also start expecting our Fla county govt to completely restructure into a model charter govt to address the needs and services of our unique community. we start expecting proactive leadership and professional town planning and hard work for the best possible future for those who live, work and visit here.

Sorry but I do like seeing local businesses thrive. I have experienced many crazy spring breaks and summers. Nothing new. The BP summer was pretty awful though for businesses and for all of us who were so depressed about the spill and it's effect on our environment. As a local, can't say I love the month of July. It is crazy always. The Fall season has really grown because of several very cool events. Plus the weather is perfect. Beyond 2 months of summer and 2-3 busy spring break weeks, the rest of the year is heavenly. February is dead and I love it.

**tsutcli** · 09-17-2012, 10:38 AM

Originally Posted by kurt

Would you mind giving us a list of what you think are our top problems, relating to tourism?

I would say that Teresa said it pretty well, especially in the second paragraph of post #39. Money should be spent on improving security be it on the beach , road or other places. Why would you continually invite more people to an area than it can reasonably accomodate? The weak link in the chain is transportation, with the concurrent parking problem. I don't know what the perfect solution is but at least a discussion is finally being had. In the meantime can't we at least dial it back a little.

**kurt** · 09-17-2012, 03:18 PM

Originally Posted by tsutcli

I would say that Teresa said it pretty well, especially in the second paragraph of post #39. Money should be spent on improving security be it on the beach , road or other places. Why would you continually invite more people to an area than it can reasonably accomodate? The weak link in the chain is transportation, with the concurrent parking problem. I don't know what the perfect solution is but at least a discussion is finally being had. In the meantime can't we at least dial it back a little.

There are not perfect solutions to every problem. Like it or not, "dialing it back" is not an option for bed tax collectors.

There is a lot going on all the time in regards to beach safety, facilities maintenance and upgrades, and expansion, natural resource protection, etc. It's not just spending money on marketing and advertising. The issues facing our county are not always black and white.

For instance, the existing lifeguard contract is up for renewal and currently under review. It was up for approval at last week's meeting but was declined. There is another meeting on it this week. It costs about $80k to add a new tower location - mostly personnel costs. We'd all like more lifeguards, but some of the bed tax collectors paying the bills may not. Meanwhile the SWFD has not increased lifeguards' salaries in many years.

Parking problem? Do you mean overflow at beach accesses in the Summer? A plan was presented at last week's meeting to use county right of way to add lots of spaces to a few of the most used accesses. My guess is this will happen since it doesn't require buying land. In addition there was a plan presented to buy property next to a couple of the accesses. One was the lot on the northeast corner at Ed Walline which would add about 100 spaces (and a traffic circle maybe?). But buying land is an expensive option.

The county is not against spending money to maintain or improve the quality of a visitor's experience. It's important to keep in mind that bed tax collectors are in the driver's seat. While pleasing everyone is nearly impossible, most bed tax collectors would rather spend money on direct advertising and marketing to put heads in beds - not lifeguards or parking. Our biggest bed tax collectors have the biggest pull, and they are entities which take very good care of their own amenities and infrastructure and are not so concerned with public facilities.

Every tourist destination faces a challenge in hosting people and giving them a good and safe experience. In SoWal we face a unique situation. We are a small area and yet we have about 8 distinct entities that are kind of like their own city-states. If not for government, the areas in between would be totally ignored. We would have no maintained accesses, no parking, restrooms, trails, beach cleanup, etc.

**tsutcli** · 09-17-2012, 03:38 PM

Originally Posted by kurt

There are not perfect solutions to every problem. Like it or not, "dialing it back" is not an option for bed tax collectors.

There is a lot going on all the time in regards to beach safety, facilities maintenance and upgrades, and expansion, natural resource protection, etc. It's not just spending money on marketing and advertising. The issues facing our county are not always black and white.

For instance, the existing lifeguard contract is up for renewal and currently under review. It was up for approval at last week's meeting but was declined. There is another meeting on it this week. It costs about $80k to add a new tower location - mostly personnel costs. We'd all like more lifeguards, but some of the bed tax collectors paying the bills may not. Meanwhile the SWFD has not increased lifeguards' salaries in many years.

Parking problem? Do you mean overflow at beach accesses in the Summer? A plan was presented at last week's meeting to use county right of way to add lots of spaces to a few of the most used accesses. My guess is this will happen since it doesn't require buying land. In addition there was a plan presented to buy property next to a couple of the accesses. One was the lot on the northeast corner at Ed Walline which would add about 100 spaces (and a traffic circle maybe?). But buying land is an expensive option.

The county is not against spending money to maintain or improve the quality of a visitor's experience. It's important to keep in mind that bed tax collectors are in the driver's seat. While pleasing everyone is nearly impossible, most bed tax collectors would rather spend money on direct advertising and marketing to put heads in beds - not lifeguards or parking. Our biggest bed tax collectors have the biggest pull, and they are entities which take very good care of their own amenities and infrastructure and are not so concerned with public facilities.

Every tourist destination faces a challenge in hosting people and giving them a good and safe experience. In SoWal we face a unique situation. We are a small area and yet we have about 8 distinct entities that are kind of like their own city-states. If not for government, the areas in between would be totally ignored. We would have no maintained accesses, no parking, restrooms, trails, beach cleanup, etc.

By "dialing it back" I was not referring to the bed tax collectors. It is the money being spent by the TDC I was referring to. If you look to some of my previous posts, you will see that I have advocated that entities like JOE, EBSCO, individual private rentals, etc. do plenty of advertising on their own to bring in more heads in beds. TDC monies should be redirected to providing and solving other things.

**kurt** · 09-17-2012, 03:43 PM

You missed the entire point. The TDC is the bed tax collectors. Bed tax collectors who would rather not pay the tax. In which case you would get nothing unless you stayed in their beds.

**tsutcli** · 09-17-2012, 04:30 PM

You missed my point. I know the TDC is the final collector after investors collect it from tourists. I'm not saying they shouldn't collect the tax, it's what they do with the tax monies after that. Redirect that money towards other issues the county has. Let the marketing/advertising of the JOE's, EBSCO"s, etc. take care of getting the word out. They do it now and it doesn't cost the taxpayer anything.

**kurt** · 09-17-2012, 05:15 PM

Originally Posted by tsutcli

You missed my point. I know the TDC is the final collector after investors collect it from tourists. I'm not saying they shouldn't collect the tax, it's what they do with the tax monies after that. Redirect that money towards other issues the county has. Let the marketing/advertising of the JOE's, EBSCO"s, etc. take care of getting the word out. They do it now and it doesn't cost the taxpayer anything.

The bed tax collectors want money spent on advertising. The bed tax collectors are the TDC. I don't know how to say it any plainer.

**tsutcli** · 09-17-2012, 09:49 PM

So those of us who live here and have to put up with the craziness can have no say in how the money is spent. Is that what your saying?

**Jdarg** · 09-18-2012, 06:39 AM

Originally Posted by kurt

The bed tax collectors want money spent on advertising. The bed tax collectors are the TDC. I don't know how to say it any plainer.

But the visitors they bring in with this money use the bike paths, roads, and beach accesses, so I look at it two ways. First, they are contributing to the wear and tear, and second, it would seem like we would want our visitors to have a nice experience while they are here, so why can't some of the TDC money be used for that? The TDC dollars should go for more than marketing. Many people in the community now see this, and there is a groundswell of support for examining the current function of the TDC and how it needs to be modified to be more of a balance of tourist development and tourist management.

**kurt** · 09-18-2012, 07:35 AM

Originally Posted by Jdarg

But the visitors they bring in with this money use the bike paths, roads, and beach accesses, so I look at it two ways. First, they are contributing to the wear and tear, and second, it would seem like we would want our visitors to have a nice experience while they are here, so why can't some of the TDC money be used for that? The TDC dollars should go for more than marketing. Many people in the community now see this, and there is a groundswell of support for examining the current function of the TDC and how it needs to be modified to be more of a balance of tourist development and tourist management.

Yes bed taxes do now go for more than marketing. Without government collection and redistribution of taxes, all the money would go back into developers' pockets, and they would only take care of their own developments. The TDC handles walkovers, garbage collection, bike path, parking, etc. The intervention of government allows us the voice to tell the developers how we want to spend some of the money. Like any government process, you have to be a part of it to get the results you want. It's easy to criticize and hard to make change. Stop by the TDC and take a look at the parking expansion plans and the lifeguard contracts. Go to a meeting and give your input.

If you want a new pedestrian bridge over Western Lake as part of the bike path you need to tell the TDC that, and your commissioners, otherwise it will be spent on marketing. Most bed tax collectors would rather advertise than build a bridge. That is reality.

Sorry if I sound preachy. I don't always like the way things are, or the process, but you have to be a part of it if you want change. It's easy to complain. Not so easy to be heard.

**Andy A** · 09-18-2012, 08:36 AM

I attended the last TDC meeting and was of the opinion it was very well run and organized. Two things popped into my mind as I sat there observing. One was how many of these board members live on or near the beach and actually go to it and second, why the decline of the SWFD bid for lifeguards? I understand the need for maintaining costs as low as possible but I do not want to see something similar happen here that happened to one area who employed a private lifeguard company. A guard was chastised and fired because he left his "area" to assist a distressed swimmer. We don't need that type of response in South Walton.

**justhavinfun** · 09-18-2012, 08:59 AM

As a local I have had the misfortune of seeing drownings occur and watch as the SWFD and lifeguard from Seaside respond to the Eastern Shores complex. TDC funds should be spent on more lifeguards for the entire beach area of 30A. Any time a human life is lost along our beaches BAD Advertising occurs and makes news in the areas the TDC markets.