1. Strategic Plan Implementation Cost Estimates Bay County Tourist Development Council Panama City Beach Convention & Visitors Bureau

2. 2 TDC Marketing/Awareness Welcome to the Beach Campaign As part of its marketing efforts, the TDC maintains landscaping along key portals to the community and provides beach trash removal and maintenance. The TDC also has a vested interest in promoting beach safety & environmental responsibility. With the additional resources, the TDC would enhance and expand these activities to strengthen our brand image as the “world’s most beautiful beaches.” Landscape and add Welcome to Panama City Beach signs west of the Hathaway Bridge on US 98 and along Highway 79 South Replace existing Welcome signs Keep the Beach Beautiful Campaign Increase trash and recycling cans along the beach to encourage visitors to keep trash off of the beach Increase beach raking and maintenance programs, as allowed by FDEP permits Develop public awareness campaigns to educate visitors on the beach’s natural resources, encourages eco-tourism and environmental responsibility Develop multimedia public awareness campaigns to educate visitors on the flag warning system; and rip currents Beach Safety Campaign

3. 3 TDC Marketing/Awareness Revise the schedule & increase frequency of Beach Grooming to enhance cleaning activities during Peak Periods Current: 26 times per year. Frequency during Peak Season = Bi-Weekly Proposed: 38 times per year. Frequency during Peak Season = Weekly Incremental cost is $60,000 (twelve additional times @ $5,000/occurance) During Spring Break & Summer Season, add 100 additional barrels at public beaches and non-completed/vacant beach developments w/o beach services contractors Barrel Cost = $35/barrel or $3,500 Pick-up Cost = $24,150 per year (161 trips @ $150/trip) During Spring Break & Summer Season, add 50 barrels specifically dedicated for recycling of plastic bottles and aluminum cans Barrel Cost = $35/barrel or $1,750 Pick-up Cost = $48,300 per year (161 trips @ $300/trip) INCREMENTAL ANNUAL BEACH CLEANING COST = $132,450 Incremental Costs of Keep the Beach Clean Campaign

4. 4 TDC Marketing/Awareness Develop :30 & :60 second PSAs to run on Local Cable Networks ($50,000 budget to produce) Electronic & Paper Billboards promoting Flag Warning System during Peak Season ($24,000 per year) Develop Additional Collateral Materials on Flag System & Rip Currents ($25,000 per year) Provide materials to post in rental units Develop Art Work for Electronic Key Cards for Lodging Partners on Flag System Partner with Boomer Aviation on Flights on Flag System on Red & Double Red Flag Days during Peak Season ($195 per flight) TOTAL ANNUAL COST = $68,500 Incremental Costs of Beach Safety Campaign

5. 5 TDC Marketing/Awareness One-time Costs Beach Safety PSA Production - $50,000 Trash & Recycling Barrel Purchase - $5,250 Welcome Sign Purchase and Landscaping Bed Development – TBD Incremental Annual Costs Beach Safety Campaign - $68,500 Keep the Beach Clean Campaign - $132,450 Welcome to the Beach Campaign – TBD Cost Summary

6. 6 Special Event Marketing Enhance Aaron Bessant Park Replace the existing band shell with 40 x 60 permanent stage suitable for concerts and theatrical performances. Cost = $750,000 Develop a 5,000 seat amphitheater/concert bowl feel by building an extended grass-covered berm. Cost = $2.5 million In the undeveloped, raw acreage of the park, develop flat fields and infrastructure necessary to support a variety of uses, including: tents, vendor areas, and other festival support areas. Cost = $750,000 Total Cost of Development = $4.0 million

7. 7 Sports Marketing Enhance Frank Brown Park With the relocation of the Special Event Grounds, develop two additional softball/youth baseball pinwheels - five large fields, four small fields – with appropriate support infrastructure. Cost = $2.7 million ($300,000 per field) Renovate the existing South Pinwheel increase spacing between fields and reducing the outfield fences to 200 feet. Cost = $700,000 Develop one field as the marquee field for the facility with additional seating, new dugouts, etc. Cost = $500,000 Additional Parking for FBP = $450,000 Additional Restroom Facilities = $550,000 TOTAL SOFTBALL/YOUTH BASEBALL ENHANCEMENTS = $4.9 million

8. 8 Sports Marketing Sports Village – Baseball Fields Develop baseball pinwheels - nine fields – with appropriate support infrastructure. Cost = $3,825,000 ($425,000 per field) Develop one field as the marquee field for the facility with additional seating, dugouts, restrooms, concessions, press box/scouting tower, etc. Cost = $1.5 million Parking Facilities & Interior Roads for Sports Village = $1,275,000 TOTAL BASEBALL ENHANCEMENTS = $6.6 million

9. 9 Sports Marketing Sports Village – Soccer Fields Develop 10 rectangular fields with appropriate support infrastructure. Cost = $3.0 million ($300,000 per field) Upgrade four fields to artificial turf. $500,000 ($125,000 per field) Develop one field as the marquee field for the facility with additional seating. Cost = $250,000 Restroom & Concession Facilities = $650,000 TOTAL SOCCER ENHANCEMENTS = $4.4 million

10. 10 Sports Marketing Sports Village – Equestrian Grounds Develop Horse Ring with appropriate support infrastructure. Cost = $250,000 Build 200 x 300 Open Air Pavilion with dirt floor, restroom facilities & support infrastructure. Cost = $2.0 million Grade, Sod & Irrigate area for paddocks & horse barns. $150,000 TOTAL EQUESTRIAN ENHANCEMENTS = $2.4 million

11. 11 Sports Marketing Indoor Field House Develop 100,000 indoor field house with support facilities & classroom space to allow the beach to expand its sports product offerings to include court and mat sports. CVB budgeted $32,000 to conduct feasibility study to guide decision making on scope of this project and product offerings ESTIMATED COST = $16 million

12. 12 Special Events & Sports Capital Costs - Summary Aaron Bessant Park Enhancements – $4.0 million Frank Brown Park Enhancements - $4.9 million Sports Village Enhancements - $13.4 million Baseball ($6.6 million) Soccer ($4.4 million) Equestrian ($2.4 million) Indoor Field House - $16 million TOTAL CAPITAL PROJECTS = $38.3 million

13. 13 Impact of Special Event Capital Projects The capital projects outlined in the plan with assist the TDC in accomplishing three goals – 1.Enhance the Visitor Experience 2.Help us maintain our current base of softball & baseball tournaments 3.Develop additional opportunities to increase year-rood occupancy. The primary purpose for relocating of the Festival Grounds and the Equestrian Arena is to allow for the further development of Frank Brown Park while allowing the TDC to attract additional special events, festivals, rodeos and other equestrian events. The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. Development of Aaron Bessant Park Six Additional Equestrian Events/Rodeos With Average Attendance of 1,500 people. Generating 2,250 room nights per event. Total Incremental Impact = $2,574,000 Development of Equestrian Center NOTE: Visitor spending is estimated at $143 per person for overnight stays. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation. Four Additional Weekend Festivals With Average Attendance of 4,500 people. Generating 6,750 room nights per festival. Total Incremental Impact = $7,772,000

14. 14 Impact of Amateur Athletic Facilities - Capital Projects The capital projects outlined in the plan with assist the TDC in accomplishing three goals – 1.Enhance the Visitor Experience 2.Help us maintain our current base of softball & baseball tournaments 3.Develop additional opportunities to increase year-round occupancy. Without upgrading the facilities at Frank Brown Park and increasing the total number of baseball/softball fields, the community faces the real possibility of losing our existing tournaments to communities that are aggressive in developing and marketing new venues. The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. Expansion of Frank Brown Park NOTE: Visitor spending is estimated at $143 per person for overnight stays. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation. Maintain Existing Softball/Youth Baseball Tournaments that generate approximately $25.8 million per year With the additional fields, the tournaments will be able to increase the number of teams in most tournaments, generating an additional $3.9 million in visitor spending Six Additional Softball Tournaments By increasing the number of fields, tournament play will be able to take place concurrently with local league play allowing additional tournaments to be booked. These events are expected to average 40 teams for three days, with a total economic impact for the series of $2,574,000 Twelve Additional Youth Baseball Tournaments By increasing the number of fields, tournament play will be able to take place concurrently with local league play allowing additional tournaments to be booked. These events are expected to average 40 teams for three days, with an total economic impact for the series of $5,148,000.

15. 15 Impact of Amateur Athletic Facilities - Capital Projects The capital projects outlined in the plan with assist the TDC in accomplishing three goals – 1.Enhance the Visitor Experience 2.Help us maintain our current base of softball & baseball tournaments 3.Develop additional opportunities to increase year-round occupancy. Without upgrading the facilities at Frank Brown Park and increasing the total number of baseball/softball fields, the community faces the real possibility of losing our existing tournaments to communities that are aggressive in developing and marketing new venues. The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. Sports Village - Baseball NOTE: Visitor spending is estimated at $90 per person, per day for Spring Training Events. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation. Develop Collegiate Spring Training Events for Fastpitch Softball With the additional fields, We will be able to develop spring training series with 10 collegiate teams per week from mid-February until end of March. Economic Impact of the Fastpitch Series is estimated to be $680,000. TOTAL INCREMENTAL IMPACT FROM FBP EXPANSION = $11,622,000 Expansion of Frank Brown Park Twenty High School/College Baseball Tournaments/Events By adding dedicated baseball fields, built to standards required for high school and college players, PCB will be able to develop/attract 20 baseball tournaments and/or showcase events. These events are expected to average 40 teams for three days, with an total economic impact for the series of $8,580,000.

16. 16 Impact of Amateur Athletic Facilities - Capital Projects The capital projects outlined in the plan with assist the TDC in accomplishing three goals – 1.Enhance the Visitor Experience 2.Help us maintain our current base of softball & baseball tournaments 3.Develop additional opportunities to increase year-round occupancy. Without upgrading the facilities at Frank Brown Park and increasing the total number of baseball/softball fields, the community faces the real possibility of losing our existing tournaments to communities that are aggressive in developing and marketing new venues. The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. NOTE: Visitor spending is estimated at $90 per person, per day for Spring Training Events. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation. Develop Collegiate Spring Training Events for Baseball With the dedicated fields, We will be able to develop spring training series with 10 collegiate teams per week from mid-February until end of March. Economic Impact of the Collegiate Baseball Series is estimated to be $680,000. TOTAL INCREMENTAL IMPACT FROM BASEBALL VENUE = $9,260,400 NOTE: Preliminary discussions have been held with groups that have an interest in developing a more robust baseball program that could substantially expand this market segment. Sports Village - Baseball

17. 17 Impact of Amateur Athletic Facilities - Capital Projects The capital projects outlined in the plan with assist the TDC in accomplishing three goals – 1.Enhance the Visitor Experience 2.Help us maintain our current base of softball & baseball tournaments 3.Develop additional opportunities to increase year-round occupancy. Without upgrading the facilities at Frank Brown Park and increasing the total number of baseball/softball fields, the community faces the real possibility of losing our existing tournaments to communities that are aggressive in developing and marketing new venues. The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. Sports Village – Soccer, et al NOTE: Visitor spending is estimated at $90 per person, per day for Spring Training Events. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation. Develop Collegiate Spring Training Events for Field Sports With the dedicated fields, we will be able to develop spring training series with 10 collegiate teams per week from mid-February until end of March. Economic Impact of the Field Sports Series is estimated to be $680,000. TOTAL INCREMENTAL IMPACT FROM SPORTS VILLAGE SOCCER VENUE = $5,826,400 Twelve Tournaments/Events By adding rectangular fields, PCB will be able to develop/attract 20 soccer, lacrosse, rugby, marching band or other tournaments and/or showcase events. These events are expected to average 40 teams for three days, with an total economic impact for the series of $5,148,000.

18. 18 Impact of Amateur Athletic Facilities - Capital Projects The capital projects outlined in the plan with assist the TDC in accomplishing three goals – 1.Enhance the Visitor Experience 2.Help us maintain our current base of softball & baseball tournaments 3.Develop additional opportunities to increase year-round occupancy. Without upgrading the facilities at Frank Brown Park and increasing the total number of baseball/softball fields, the community faces the real possibility of losing our existing tournaments to communities that are aggressive in developing and marketing new venues. The athletic facilities proposed in this plan were outlined in a market feasibility study commissioned by the TDC in 2008. Indoor Field House NOTE: Visitor spending is estimated at $90 per person, per day for Spring Training Events and $143 for tournaments. The business levels projected are expected to be achieved by the conclusion of fifth full year of operation. Develop Collegiate Spring Training Events for Field Sports With the dedicated fields, we will be able to develop spring training series with 10 collegiate teams per week from mid-February until end of March. Economic Impact of the Court Series is estimated to be $680,000. TOTAL INCREMENTAL IMPACT FROM THE INDOOR FIELD HOUSE = $7,599,312 Twenty-four Tournaments/Events Until the final design/scope is finalized, it is difficult to determine the exact profile of the tournaments and events that will utilize the field house. We anticipate hosting a minimum of two events per month average 48 teams for three days with an total economic impact for the series of $6,918,912.

19. 19 Special Events & Sports Economic Impact - Summary Aaron Bessant Park Enhancements – $7,772,000 Frank Brown Park Enhancements - $11,622,000 Sports Village Enhancements - $17,660,800 Baseball ($9,260,400) Soccer ($5,826,400) Equestrian ($2,574,000) Indoor Field House – $7,599,312 TOTAL INCREMENTAL ECONOMIC IMPACT = $44,653,312 INCREMENTAL LOCAL OPTION SALES TAX = $446,533 INCREMENTAL ROOM REVENUE = $14,735,603 INCREMENTAL ROOM NIGHTS = 118,836 INCREMENTAL TDT REVENUE = $736,780

20. 20 Tourist Development Tax Current Usage (3% tax) Tourist development taxes are used by the TDC/CVB to fund the destination marketing efforts for Panama City Beach, as well as pay for beach nourishment activities. These taxes are exclusively paid by tourists staying in accommodations within the special taxing district along the beaches of Panama City Beach. The effective use of these taxes will enhance the our ability to successfully execute the initiatives outlined in this plan; attract additional visitation; and drive increased revenues to the tourist-related businesses within Bay County. Currently, each percent generates approximately $2.2 million. 0.5% - TDC Marketing/Awareness/Operations -Beautification Program -Keep the Beach Clean Campaign -1.5% - CVB Destination Marketing -1.0% - TDC Beach Nourishment Recommended Usage (5% tax) 0.75% - TDC Marketing/Awareness/Operations -Enhanced Beautification Program -Enhanced Keep the Beach Clean -Beach Safety Campaign 1.25% - Capital Projects to enhance Sports & Special Event Marketing -Development of amphitheater and special event ground at Aaron Bessant Park -Expansion of softball/baseball fields at Frank Brown Park -Development of Sports Village Complex -Assist in funding on-going maintenance of new athletic fields -1.0% - TDC Beach Nourishment -2.0% - CVB Destination Marketing

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