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BOCC trims Tourist Development Council plan, approves $370,455 marketing investment
Summary
After robust questioning and a public comment critical of the proposed scope, the board approved a reduced tourism marketing and branding package for fiscal 2025: $370,455 in TDT spending to update brand assets, start targeted advertising and fund partnership placements; staff will return with RFPs and further details on large line items.
The Putnam County Board of County Commissioners approved a reduced Tourist Development Council (TDC) marketing and branding proposal, allocating $370,455 for the coming period after several commissioners and a public commenter pushed for a smaller, more accountable plan.
"For every dollar invested, we're going to bring you back at least 3," said Kimberly Morgan, the presenter identified in the meeting packet and by staff as the TDC representative, summarizing the council’s return‑on‑investment goal for the proposal. The TDC presented a larger package that included a brand and strategic study, a photo/video shoot, influencer/content‑creator buys, cooperative placements with Visit Florida and a $200,000 advertising‑agency launch buy plus a $150,000 website project. Morgan said the objective is to convert day‑trippers to overnight stays and increase room revenue by about 5 percent.
A public commenter, Justin Morse, said he opposed the large budget and argued that social media already promotes Putnam County. "I find it ridiculous that you guys are considering spending 3 quarters of a million dollars to tell people that Putnam County…people know Putnam County is here," he said.
Commissioners asked detailed questions about which items were fixed costs and which required future annual funding, how the county would measure success, and whether any of the TDC dollars could be used for capital projects that also draw tourists. Commissioners asked for bidders on the advertising and website work and for more granular performance metrics.
The board ultimately removed two large, variable line items from immediate approval (the $200,000 ad agency buy and a $150,000 website development line) and voted to fund a phased package of $370,455 for core branding, content, influencer placements and cooperative advertising. Commissioners asked staff to issue RFPs and return with firm bids for the larger ad and website items and to present a plan for ongoing measurement and, later, possible capital co‑investment.
Why it matters: Tourist Development Tax (bed‑tax) revenues pay for marketing that draws out‑of‑county visitors; marketing choices affect nights stayed by visitors and local economic activity at hotels, restaurants and recreational businesses. Commissioners expressed support for using the funds but also insisted on stronger cost controls and measurable outcomes.
What’s next: Staff and TDC will issue RFPs for the advertising agency and website development, return with bid results and a recommended, sustainable annual budget level. The board directed the TDC to provide measurable targets and quarterly performance reports.
Ending: The board approved $370,455 in TDC spending and asked staff and the TDC to return with RFP outcomes and proposed performance metrics for the larger items not approved today.
