Board blasts tourism report -- Commissioners express disappointment

Board blasts tourism report -- Commissioners express disappointment

By PETER GUINTA
peter.guinta@staugustine.com
Publication Date: 04/23/09

Calling a 54-page consultant's report on tourism "incomplete" and "wasted dollars and time," St. Johns County commissioners this week expressed disappointment and displeasure at its flaws.

The report essentially outlined ways for the county to sharpen its image and identity, create big events that create regional notice and bolster family appeal, among other suggestions.

Chairwoman Cyndi Stevenson said she fielded many phone calls about the report.

"A lot of people think their needs are not being considered," she said.

"They haven't been asked. We need a good base of information, because the (final report) will be a pattern of how the community can set priorities and improve the quality of life."

Commissioner Phil Mays said the commission "shouldn't throw the consultants under a bus. They don't live here."

A few colleagues were less kind.

Commissioner Ken Bryan was offended the report contained only one word -- "multi-cultural" -- to refer to the "rich tradition of African Americans in St. Augustine. I'm bothered because I specifically asked (the consultants) to include this."

The Tourist Development Council's executive director, Glenn Hastings, said Wednesday that the consulting team was "glad to get the feedback" but had only worked on the project since January.

"We're behind schedule, no doubt. They're putting everything into full gear," he said.

The contract with the county was signed in December. The $300,000 Master Development Plan, as it is called, was to take about a year and include information to position the county to begin preparing for St. Augustine's 450th anniversary celebration in 2015.

Thomas Owen, senior designer for consulting firm PGAV of St. Louis, Mo., listed to the board's questions and said his company hadn't completed taking input for the study.

"We have met with many people but know there are many others," Owen said. "The full research reports will be filed and made available. Our deadline (for the final Phase I report) is September."

He'd attended one meeting of "stakeholders," owners of businesses and attractions in the tourism industry, but more meetings and conference calls were planned.

Chris Cavanaugh, president of Magellan Strategy Group of Asheville, N.C., is a subcontractor of PGAV, said studies show that St. Johns County visitor satisfaction is high for St. Johns County, and it's good for families, though there is not much for families to do. It's known for historical, not cultural, assets.

Vice Chairman Ron Sanchez, a former St. Augustine Beach commissioner, complained that there wasn't one reference to St. Augustine Beach in the report.

"They hold 75 events per year," he said. "A lot of people feel left out. The people of St. Augustine Beach gave a lot of blood, sweat and tears to keep the beach from looking like Daytona."

Commissioner Mark Miner noted that Spanish heritage and culture were mentioned only once, when the consultants suggested that St. Augustine hold Latin Dance contests or other events to "heat up" downtown and make it more romantic.

To the consultants, Miner said, "Your analysis and assessment phase is the basis for everything else. How can we move to Phase II when we don't know where we are now? I feel like we're at a steak dinner, and this is a plate full of gravy."

Since the county will fund some infrastructure improvements with bed tax dollars -- an estimated $4.5 million will be collected in 2010 -- this was a vital issue to residents. In public comment, Phil McDaniel of St. Augustine said any increase in the bed tax should not be put into advertising or promotion.

"In the past 22 years, we have invested approximately $70 million in tourism promotion," he said. "Whether the future bed tax stays at 3 percent or increases to 5 percent, that figure could go as high as $170 million to $300 million over the next 20 years.

"It's not how many ads we buy; it's the quality of the visitor experience that's important."

Sandra Parks, former St. Augustine city commissioner, said, "One Spoleto festival will do more for St. Augustine than all the billboards on U.S. 1. This report does not address the high quality, high visibility of cultural offerings."

Rich O'Brien, a St. Augustine Beach commissioner, former mayor and sitting member of the Tourist Development Council, said 20 to 50 percent of the bed taxes collected come from St. Augustine Beach.

"Yet we're barely mentioned," he said. "No one from our city's administration has been contacted."

After the hearing, Hastings remarked, "Hard work remains to be done."

The report suggests:

* Sharpen county's image and identity

* Create big events for regional attention

* Bolster family appeal

* Clean up "negatives"

* Tie in with UF historic building plan

* Build an interpretive center or museum

* More bike trails and kayak, canoe ramps

* Accent Latin culture

* Broaden Visitor Center function

* Improve St. Augustine waterfront

The report left out:

* African American history

* Bed tax issues

* St. Augustine Beach references

* American Indian history

* Interviews with enough stakeholders

* References to cultural offerings

* Hastings and agriculture


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