Jackson travel board outlines plan for a DMMO; RFP issued, no proposals yet

The Jackson Travel and Tourism Board asked the Town Council on Feb. 3 to support steps toward creating a destination management and marketing organization, a single contracted entity to combine marketing, visitor management and stewardship functions currently handled by multiple organizations.

The board’s executive director, Krista Valentino, told the Town Council that the board issued a request for proposals in mid-November, received three letters of interest, and that full proposals are due at the end of February; she said, as of the Feb. 3 council meeting, the board had not received any proposals.

Valentino, executive director of the Jackson Travel and Tourism Board, described the proposed DMMO as “destination management and marketing organization,” combining both marketing and visitor-management functions so the community can “manage for where we want to go, not playing defense or looking back.” She said the Travel and Tourism Board (TTB) has directed staff to run an RFP rather than sole-source the work and that the RFP requires the contracted DMMO be a 501(c)(3) nonprofit.

Why it matters: The town and county rely on lodging-tax revenue overseen by the TTB to fund marketing, events and visitor services. Valentino said the TTB manages about 60% of lodging-tax receipts while the town and county control the remaining 40%; she described the current TTB budget context and said the board expects to present a FY26 budget to the town in the standard April–May window.

What was proposed and the process ahead - The TTB commissioned a consultant and used a Destination Stewardship Council and a community engagement process to develop a recommended DMMO model and scope. - The board chose an RFP process to solicit organizations to perform the consolidated functions; the RFP includes a proposed multi-year contract (best-practice contract lengths discussed ranged from 7–10 years with standard cancellation clauses). - The RFP requires the DMMO to be a 501(c)(3) nonprofit; the TTB would remain the lodging-tax moneyholder and would audit and oversee the contracted organization’s deliverables. - Valentino said RFP submissions will be reviewed in March and, if qualified proposals are received, interviews and a recommendation could follow with final contracting and budget implications resolved before the Town Council approves the FY26 lodging-tax budget.

Council questions and staff clarifications Council members asked about the DMMO’s authority over policy and budget, the role of the TTB after a contract is awarded, and how existing contractors (for example, the advertising agency and Chamber contracts) would be handled during a transition. Valentino answered that the TTB would retain fiscal oversight and that policy-setting authority remains with elected officials: the DMMO would propose and execute campaigns and programs under TTB contract oversight. She also said some contracts could be kept through an initial transition while the DMMO stood up its staff or chose contractors.

Valentino stressed that the DMMO model being pursued is intended to complement—not eliminate—existing organizations (Chamber of Commerce, resort reservation services, visitor services) and that the TTB’s board would shift toward higher-level, advisory oversight of a contracted organization if the DMMO is selected.

Votes at a glance - Council approved the consent calendar (minutes and disbursements): motion passed unanimously. - Council approved the liaison assignment chart by motion: passed unanimously. - Council appointed Jonathan Schechter as the town’s voting member to the Energy Conservation Works Joint Powers Board through June 30, 2025: passed unanimously (motion by Schechter, second by Beaman). - Council appointed Mayor Mary Jorgensen as the town’s voting member to the Travel and Tourism Board’s Destination Stewardship Council: passed unanimously (motion by Schechter, second by Beaman). - Ordinance Q (amending definitions and rules for motor-assisted devices) was approved on third reading (Ordinance 1437): motion passed unanimously. - Ordinance R (amending Title 13 water rates) was approved on second reading: motion passed unanimously.

Clarifying details recorded from the meeting - RFP timeline and status: RFP issued mid-November; three letters of interest received; formal proposals due end of February (Feb. 28, as stated by staff); no full proposals had been received as of Feb. 3. - Governance expectation: if contracted, the DMMO would be a 501(c)(3) and would build staff/operations under that nonprofit; TTB would continue to hold lodging-tax funds and perform contract oversight. - Budget context: Valentino estimated the TTB “has a $6,000,000 budget” and that town and county together manage the remaining roughly 40% (she cited roughly $2,000,000 under town/county control); exact FY26 figures will be in the formal budget submission. - Contract term practice: best-practice contracting examples discussed included 7–10 year concession-style contracts with standard cancellation provisions (60-day cancellation clause noted).

Community relevance and next steps The item affects lodging-tax-funded programs, local event and marketing contractors, tourism-facing businesses, and residents who experience visitor impacts. Valentino said the TTB will review proposals in March, potentially interview bidders, and return to the public and the council with updates as the RFP process unfolds. The TTB also encouraged the town and county to consider formal adoption of the Sustainable Destination Management Plan (SDMP), which the TTB previously adopted and now asks elected bodies to acknowledge; Valentino said adoption signals that elected officials consider the visitor economy in policy making but does not by itself obligate funding or implementation.

At the Feb. 3 meeting, the council did not vote to create a DMMO or approve any contract; they heard the TTB report, approved liaison and appointment motions related to existing boards, and received staff confirmation that TTB and town staff would return with further information as proposals are evaluated.

Sources and provenance This article is based on the Jackson Town Council meeting, Feb. 3, 2025. Key transcript excerpts used as evidence include Valentino’s opening description of the DMMO and the RFP status, and her closing statement promising updates as the RFP process develops. Topic start excerpt: “New council members, Mary Jorgensen, Krista Valentino, executive director of the Jacksonville Travel and Tourism Board.” Topic end excerpt: “I promise I will continue to update you as I know more.”

Ending The Travel and Tourism Board’s RFP process will determine whether a DMMO contract is recommended; the town council will consider any FY26 budget change tied to that contract during its spring budget review. The TTB plans to review proposals in March and provide further updates to council and the public.