Walton TDC Presents New Branding

Nothing in those notices, which were posted the same day as the meetings, about branding or marking efforts. Nada.

I get all of the notices from the Walton County website - I also have seen nothing about rebranding ideas.

I'm with the crowd here - branding is NOT the problem. I don't care if people think they're in Cantonment when they come, spend their money and tell their friends.

I had a friend in Atlanta who came for a week in Rosemary - he called it Panama City. When I told him how horrified the Rosemary people would be, he just laughed - and he's a sales/marketing guy.

I think perhaps the owners of rental properties in South Walton ought to form an association, like the WCTA, who can watchdog where their bed taxes are going.

One of the most interesting comments made by the LKM presenter was her evaluation of the umbrellas on the beach logo.

Quote: They reminder her of "radiation warning signs".

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Her observation of the classic umbrella logo looking like radiation warning signs is an outlandish attempt to dramatically justify the need to pay her company for this process. It sounds like a stupid comparison to me, but I suppose it was $1,300,000.00 worth of shock value to someone. They look nothing like radiation signs; they like like umbrellas, or if trying to come up with something to associate them with, say starlight mints.

Here is one. (link) 300 views and only one reply by Glenda Wood. It was back in mid January. However, LKM spoke at a BCC meeting last year with their presentation of concepts and notes of things that need to be changed.

I see many who have a passive voice in things going on in Walton County. If you shift to an pro-active participation, you can be emailed the upcoming agenda's with hyperlinks for all BCC meetings. You can also request to be included on all announcements of TDC workshops. You cannot expect to sit on your hands and wait for things to come to you.

It was noted that that post was made on the day of the workshop. I can't help but wonder if, because of the negative reaction to the big blue signs a few years ago, the decision makers decided to start keeping these issues on a low profile to try to avoid too much public input and unrest until after a decision was made?

It isn't 6% who don't know where they are. It is more than 50% who don't know where they are staying.

I apologize for not being up to speed on this branding project & these stats.

Are the consultants saying that fewer than 50% of the visitors have any idea of the name of the community where they're staying, or that that many of them get it wrong? Or some of each?

My non-scientific sampling from the last 9 years seems to show that most folks know when they're staying in "Sandestin" or "Seaside" or "Rosemary Beach" for example, but it gets a lot more vague to them if the correct answer would be something like "Seagrove Beach" or "Miramar Beach."

I'm also under the impression that "South Walton County" has been in more widespread use the last few years, not just around here but in locales from Atlanta to Louisville to Oklahoma City.

It would appear that we have multiple "branding" efforts in play for our area.

One must only wonder why the Walton Area Chamber of Commerce would be attempting to brand the area in direct competition with the Tourist Development Council.

We should all remember "The Beach" branding effort that has been very unsuccessful and was questioned by many in the past.

This is the link to the Chambers efforts.

THE Beach Florida, Walton Area Chamber, Northwest Florida's Gulf Coast, Destin, Panama City Beach, Pensacola, Fort Walton Beach, 30A, Mexico Beach, Port St. Joe

Nothing in those notices, which were posted the same day as the meetings, about branding or marking efforts. Nada.

I get all of the notices from the Walton County website - I also have seen nothing about rebranding ideas.
...

From the announcement: "The TDC will host the workshop to allow for open dialogue and discussion on potential programs, opportunities and ideas for marketing that the TDC can take into consideration. The TDC will also share updates on the website and new RFP process. LKM, the TDC?s advertising agency, will be on hand to listen to your input, which will also be used as part of the brand evolution. Everyone is welcome to attend this workshop, especially individuals, properties and businesses serving the groups and corporate, association, and SMERF meetings.
RSVP: Pamela Watkins, pwatkins@beachesofsouthwalton.com ; 850-267-1216"

"I get all of the notices from the Walton County website - I also have seen nothing about rebranding ideas."

I guess you don't open the links. The latest update was at last night's meeting and the BCC's e-blast included a link to a pdf of LKM's ideas.

Here is one. (link) 300 views and only one reply by Glenda Wood. It was back in mid January. However, LKM spoke at a BCC meeting last year with their presentation of concepts and notes of things that need to be changed.

Joe, having been involved myself in politics & public processes for many years, in several communities, I totally empathize with your call for people to get aware & get involved earlier rather than later.

But I gotta say, several vague references in this link you cite to "brand evolution" hardly amount to an announcement that they're planning to change from Beaches of South Walton to "To each, your beach."

I know it wasn't your announcement, nor your job to announce it, but this does seem like another instance of most SoWallers -- a pretty informed bunch -- hearing about this quite late in the game.

I notice that the announcement was posted by Kurt at 7:20am on January 19th for a series of meetings to be held on January 19th less than 1.5 hours later.

Although the post was made in advance I question why the post was not made by the TDC in advance of the date if they truly seek "participation" by those with an interest.

I have wondered for a long time why the various organizations in the county don't use Sowal in a more pro-active way? It would seem it is the most efficient, quickest, cheapest and easiest way to disseminate information having to do with activity in the county whether it's law enforcement or schools, or branding by the TDC or the Chamber.

Why not just post the links on Sowal?

Why not ask the questions here?

Post the answers here?

Why not more proactive communication, I guess is what I'm asking.

Anyone have an idea?

I don't really want to believe that the powers that be don't want the information out there...but, one does have to wonder why the area's easiest means of communicating is not being used by the officials to get the word out to the public.

Even if one decided to get on the mailing list, attend every meeting, get to know the people and process.. I still have to wonder if the TDC is really open to public participation and comments? Is the goal to conduct workshops, promote awareness of its projects and encourage community participation in order to generate ideas and consensus? Somehow I doubt it. And that's okay with me.

SJ is right, if you want to be involved then you have to make the effort on your own behalf.

Still, we have ownership of this community and care greatly about its future - we all have different levels of participation, we bring unique contributions and so many different ways to help shape its future. This particular issue is an advertising campaign. From what we've seen here, it's not going to win any awards. I won't lose sleep over it.

Even if one decided to get on the mailing list, attend every meeting, get to know the people and process.. I still have to wonder if the TDC is really open to public participation and comments? Is the goal to conduct workshops, promote awareness of its projects and encourage community participation in order to generate ideas and consensus? Somehow I doubt it. And that's okay with me.

SJ is right, if you want to be involved then you have to make the effort on your own behalf.

Still, we have ownership of this community and care greatly about its future - we all have different levels of participation, we bring unique contributions and so many different ways to help shape its future. This particular issue is an advertising campaign. From what we've seen here, it's not going to win any awards. I won't lose sleep over it.

But I will lose a couple of winks over wasting over one million dollars of taxpayer money.

In a vein to try and be helpful, here are two ways you can learn more about what the TDC is doing online.

One is to visit their partners site: Beaches of South Walton Partners site

The second is to email them and ask to be included on their mailing list for the monthly e-newsletter (or view it online):

The Edge / Marketing Tools / TDC Research / partners / home april

During the presentation at the BCC meeting, prior to the vote being taken by the BCC four questions should have been asked:

1. How many times did this ad firm perform rebranding of a tourist destination that did not result in negative tourist over night stay impact?

2. How much money did the county spend last year on promoting the Beaches of South Walton brand during and after the BP spill?

3. How will this past advertising investment of the brand going to be leveraged by the new brand and its associated marketing expenditures (TV commercials, print ads, etc)?

4. What is the estimated negative economic impact on the county tourism going to be during, and after, the old brand 's use is discontinued and until the new brand "soaks in".

In fact, the whole set of "statistics" presented by the ad firm should have been called into question. At a BCC meeting, it is easy to skip over such "business" details.

I would have posed these questions at the meeting, but before I knew it, the vote was being taken without any public comment on the matter being requested.

This is an example where the county commissioners are being given bad "business" information before making a decision. What I believe I observed was pure manipulation.

Just because the TDC can apply for and obtain BP money, does not mean that it has the ability to pull this "re-branding" off without negatively impacting the tourism industry.

The 8 million from BP would be better spent by promoting the local "town" brands (i.e. Rosemary, Miramar, Seagrove, San Destin, etc. etc.) versus trying to come up with a new brand for our beaches. At least our county's visitors, "would know where they are".

Unless the TDC wants to go with a different branding suggestion like:

"Come to the Walton Riviera - You will have the time of your life"

Ad Copy: Entertain yourself by watching our local TDC gamble county money away while you get a tan on our sugar white beaches. Be rest assured, nothing will entertain your more, unless you are a county tax payer.

Lets keep in mind here that the money the TDC spends comes from bed tax revenue and not the county coffers.

That said it doesn't make it not taxpayer money, but it's not actually coming from the locals, it's coming from the tourists.

As far as the slogan I can't post some of the things we came up with last night that will probably be misheard resulting in some serious embarrassment. The one thing about the slogan I've noticed is how vague it is, doesn't include anything unique about our area and can be changed to suit many different areas:

Atlanta - to each, eat a peach.

As far as THE beach, I thought that had to lie dormant for at least another year so the statute of limitations could run out.

I just read this entire thread, and then looked at the new slogan again. It is just as vague (and kinda weird) to me in meaning now as it was 10 minutes ago before I read all the explanations, etc.

Those little red unbrellas have been imprinted in my brain for years.

Lets keep in mind here that the money the TDC spends comes from bed tax revenue and not the county coffers.

That said it doesn't make it not taxpayer money, but it's not actually coming from the locals, it's coming from the tourists.

As far as the slogan I can't post some of the things we came up with last night that will probably be misheard resulting in some serious embarrassment. The one thing about the slogan I've noticed is how vague it is, doesn't include anything unique about our area and can be changed to suit many different areas:

Atlanta - to each, eat a peach.

As far as THE beach, I thought that had to lie dormant for at least another year so the statute of limitations could run out.

Sorry but I must disagree that these dollars do not come from the county coffers. All check are written on Walton County Board of County Commissioners accounts. Those funds are an integral part of the final approved BCC budget, the official audit and are subject to the same approval process as all other county departments.

BP has contributed over 8 million dollars to the TDC for advertising the area in the past 12 months.

The source of the revenue may be bed tax collections, BP dollars or other grants, but other than adhering to the restrictions imposed by state statute, or BP or a federal or state agency they are under control of the BCC once received and they and they alone are responsible for the expenditures made by the TDC and its Advisory Board.

The public has a vested interest in how these dollars are expended due to the impact on local business, sales tax revenues and gasoline sales tax revenues.

The whole idea behind the TDC's mission is to "put heads in beds".

If not expended in a prudent fashion that would deliver tourist to our area, then all those who pay property taxes in Walton County will receive an increased tax bill or decreased level of service provided, businesses will close and people will loose their jobs.

That said it doesn't make it not taxpayer money, but it's not actually coming from the locals, it's coming from the tourists.

Tourists also make decisions on whether to visit based (partially) on price, and the bed tax is chunk of that. If they decide to spend their money where the bed tax is less, that affects the locals too.

There was a recent hike in the bed tax to fund additional advertising. If this is an example of how those funds are used, I don't see much upside. Tourists pay more, rental properties experience greater price pressure, and the advertising product is questionable.

I'm kinda' thinking it looks like an ad for feminine products.

Tourists also make decisions on whether to visit based (partially) on price, and the bed tax is chunk of that. If they decide to spend their money where the bed tax is less, that affects the locals too.

There was a recent hike in the bed tax to fund additional advertising. If this is an example of how those funds are used, I don't see much upside. Tourists pay more, rental properties experience greater price pressure, and the advertising product is questionable.

..and it's always printed on the receipt, so they know what they are paying. Renting a house down here for a week can be a real shocker because after you negotiate the price you get a final bill with a real total much higher thanks to the TDC tax.

This whole TDC thing is a complete joke. It's a bunch of busy bodies looking for ways to waste money - we should toss them all out on thier bums, lower the tax and just let the area advertise itself. We don't have a shortage of business down here.

Aside from the ridiculous price tag, my question is why "rebranding" is necessary.

The area has been getting national and international press for fantastic beaches, parks, and events.

A significant percentage of our visitors are repeat visitors.

Rarely is some dumb slogan mentioned as the reason why people come here.