Consultants outline tourism strategy tools; public survey gets 974 responses, shows mixed resident sentiment

Jones Lang LaSalle consultants briefed the Walton County Tourist Development Council and Board of County Commissioners at a joint workshop Oct. 7 on the firm’s diagnostic tools and early findings as part of a tourism strategic-planning engagement.

Consultant Scott Beck said the work relies on three primary tools — a demand-driver inventory, an event matrix and a Tourism Readiness Index. "The cornerstone of our work ... is the Tourism Readiness Index," Beck said, describing an index with quantitative and qualitative elements used to place Walton County on a destination typology and guide strategy.

The consultants reported that the public survey fielded for the plan had an initial week with 277 responses and closed Oct. 1 with 974 responses, exceeding a target of 475. The October sample shifted the balance between resident and nonresident respondents: 46% identified as residents and 53% as nonresidents, the consultants said. That change altered some cross-tab results compared with the early-week snapshot.

The workshop covered a SWOT analysis prepared from stakeholder interviews and the public survey. Consultants emphasized the county’s natural assets as a key strength and identified seasonality, climate risk and rising competition as important considerations. They also highlighted opportunities to better align resident and visitor experiences and to use event and demand-driver scoring to prioritize investments.

County staff and commissioners asked for clarifications about the survey breakdowns and the consultants said more detailed cross-tabs and in-person public sessions over the following two days would provide deeper context. County Administrator Brian Kellenberger told the room the meeting would try to finish by 3:45 p.m.

Next steps and timing presented at the meeting: the consultants plan a November steering-committee review of a high-level draft and a December draft deliverable, with a follow-up deep dive approximately three months after delivery. The consultants and staff said they will return with implementation-oriented recommendations and a prioritization framework rather than only aspirational items.

The workshop included public comment following the presentation; one resident described long-term local frustration about traffic and development.

The consultants and county staff said they will present more detailed analyses and recommended short-term milestones for the board and the steering committee to review in the coming months.