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Visitor center traffic up; marketing pushes to Chicago and New York; beach operations report multiple construction projects
Summary
Directors reported visitor-center increases, marketing campaigns (including Chicago Gourmet and New York Food & Wine), group-sales leads and an overview of several beach-access and parking construction projects underway across Walton County.
Walton County tourism staff provided department updates covering group sales, the visitor center, marketing and beach operations.
Group sales: Karen Morris, director of sales, reported that fiscal-year 2024 visitor-center totals were 20,632 (a roughly 10% year-over-year increase) and that early fiscal-year 2025 visitor counts were up about 5% through November. Morris said recent industry outreach produced meeting leads and wedding and film inquiries; one RFP she cited represented about 65 rooms for a multi-night meeting.
Marketing and communications: Kelly Carter said paid social and display advertising have driven website traffic (more than 400,000 visits during the latest reporting window) and that staff executed activations at Chicago Gourmet and the New York City Food & Wine Festival. Carter highlighted earned-media placements and six HSMAI awards the tourism team won for integrated campaigns and PR. Carter said the department negotiated about $3.8 million in added media value (66% of the media buy) and will present a detailed media plan at the next meeting. She reiterated the “Know Before You Go” beach-messaging effort.
Communications and earned media: Staff reported notable press hits and media missions, including New York desk-sides and return regional content; communications staff also distributed a new Walton County print issue and planned additional media visits.
Beach operations: Brian Kellenberger, director of beach operations, reviewed construction and permitting status for seven active projects: the 393 supplemental parking and restroom facility (roofing delayed; opening anticipated for summer), Grayton Beach parking facility (early April opening expected), Camp Creek canoe/kayak launch (ADA-compliant access built), Seagrove regional beach access (drainage and stormwater work underway), Cessna Landing park improvements, Hedlund Avenue neighborhood beach access, and Graden Beach community center (construction on hold pending litigation resolution). He listed additional planned projects (Kellogg Nature Park, Miramar Beach parking, Driftwood Road municipal parking, Santa Clara Bramble Grove, Oyster Lake) and noted some parcels are under litigation or require outfall-management decisions before work can proceed.
Ending: Staff said construction and design schedules would continue, and Kellenberger emphasized the county’s role in operating and maintaining new beach-access facilities paid for with tourism funds.
