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Okaloosa County OKs $16.1 million 2026 Sales and Marketing Plan for Tourism
Summary
The Board approved the Okaloosa County 2026 sales and marketing plan presented by Jennifer Adams of Taurus Development. The presenter cited use of AI across marketing and listed a budget of approximately $16.085 million; commissioners approved the plan unanimously.
The Okaloosa County Board of Commissioners voted Oct. 7 to approve the county’s 2026 tourism sales and marketing plan, a package the presenter described as responsive to shifts in media and the widespread adoption of artificial intelligence.
Jennifer Adams, who identified herself as "Jennifer Adams with Taurus Development," requested approval of the 2026 sales and marketing plan and gave a cost figure during her presentation: "Today, I'm requesting approval for the 2026 sales and marketing plan, with a total cost of $16,085,006.48 per state statute that is 40% of budget." Later in her presentation she referenced the same plan and spoke of a similar figure. The presentation included a pie-chart breakdown of paid, owned and earned media and a note that AI was reshaping content production and distribution.
Commissioners praised the work of the Tourist Development Council and the program’s targeted approach; one commissioner said the county’s recent strategy of "less people spending more money" had produced positive results for airport and visitor metrics. A motion to approve was made and seconded; when commissioners voted, the chair recorded, "That passes unanimously." The meeting transcript does not record individual vote tallies.
Why this matters: the plan directs the county’s tourism promotion budget and influences where visitor-tax revenue is spent on advertising, events and partnerships. County officials said the funds come from visitor-paid taxes rather than general-tax dollars.
Board action: motion to approve the 2026 sales and marketing plan (budget figure cited by presenter: approximately $16.085 million) — outcome: approved unanimously. The transcript contains two closely matching dollar figures cited by the presenter (see clarifying details).
