1. Visitors
Find Their
Perfect
Beach
in South
Walton
TOURISM SET RECORDS IN 2011 F I N D Y O U R PERFECT B E A C H
In South Walton, turquoise water meets sugar- white sand along 26 miles visitors feel comfortable. We deliver an unforgettable experience, filled with
of pristine coastline that continues to draw visitors from throughout the lasting memories."
southeastern United States and beyond. Fifteen neighborhoods, individually That's a big promise, and its fulfillment depends upon several goals, all
distinctive in architectural style and personality, offer unparalleled options outlined in the organization's fiscal 2011-12 Strategic Plan. They include:
to visitors seeking their own beach escape. Given all this natural beauty, it's proper brand execution to increase consumer awareness and subsequent
no wonder that tourism is the basis of Walton County's economy. At this leads, retaining and growing core and existing markets, managing and
time last year, area businesses were still reeling from the decline in tour- maintaining South Walton's pristine beaches, and perhaps most important
ism as the result of the BP Deepwater Horizon incident of April 2010, and to visitors - delivering those unforgettable experiences filled with lasting
anxiously anticipating a return to business as usual. Although South Walton memories.
boasts an impressive 80-plus percent return rate among visitors, many To that end, the BP grant supported a number of new marketing pro-
wondered if those visitors would return following a season of uncertainty. grams implemented by the seven counties in the Northwest Florida Tourism
Fortunately, they not only returned, but did so in record numbers, as Council (NWFTC), all geared toward driving both summer and shoulder
indicated by bed tax revenue, the primary measure used to track visitation in season travel. Walton County's share of funds totaled $8 million, allowing
South Walton. From July through November 201 1, bed tax revenue totaled the destination unprecedented media exposure that included television,
just over $3 million, a 52.3 percent increase over the previous year, and 22 radio, print and online media. This broad exposure complemented the orga-
percent higher than the previous record set in 2007. nization's $1.2 million core-budget media plan, helping to raise awareness by
A $30 million grant from BP secured in April by Governor Rick Scott for 21 percent to 32 percent among potential visitors in South Walton's existing
marketing initiatives along Northwest Florida played a major role in these and emerging markets.
impressive gains. Integral also was a carefully orchestrated brand evolution Dawn Moliterno, Executive Director of Visit South Walton and NWFTC
designed to position South Walton as the beach destination of choice, while chairperson, is convinced that last season's bed tax collections are "a direct
differentiating it from neighboring destinations. reflection of the marketing efforts that began in earnest in the summer of
Visit South Walton's Brand Promise is to "provide visitors with a relaxing 2011. Governor Scott made the BP grant a priority, and it clearly paid off
escape: an upscale, yet casual, place to unwind and rejuvenate. Charm and as visitors returned in record numbers to experience our uniquely beautiful
scenic beauty define our stretch of Northwest Florida's Gulf Coast, and destination."
our white sand beaches and turquoise waters offer a natural setting, where As Governor Scott noted, "world-class seafood, beaches and state parks
CONTRIBUTED BY THE SOUTH WALTON TOURIST DEVELOPMENT COUNCIL
the Chamber Connection MAY 2012

2. COVER SI
are among the many qualities that make to tourism in Walton County, the numbers
Florida the place everyone wants to be, so do tend to trend high. Even prior to last EVENTS IN SOUTH WALTON
it comes as no surprise to me that North- year's records, visitor spending in market South Walton is quickly gaining popularity as
west Florida experienced a record number was estimated to be more than $1 billion a year-round destination. In an effort to enhance
of visitors." He commended the Northwest annually, with an annual visitor count over visitation in the shoulder seasons, Visit South Wal-
Florida Tourism Council "for its efforts to put two million. Though spring and summer ton sponsors several popular events throughout the
Northwest Florida back on the map after a travel still comprise the core of South Walton year, including these Signature Events.
tough tourism season." tourism revenue, niche markets continue to
Because Walton County chose to front- grow. Business meetings, conventions, family Taste of The Beach
load its grant-funded marketing programs, reunions and weddings bring an estimated Sponsored in partnership with Southwest
virtually all BP grant monies were expended 200,000 annual visitors to the destination, Airlines and Southwest Airlines Spirit magazine,
by the end of April 2012, but the possibility with spending estimated at approximately Taste of The Beach returns to South Walton each
exists for additional funds from a different $ 150 million in Walton County in those November with six wine and culinary events over
source. In March, the U.S. Senate passed the combined markets. the course of few delicious days. National wine
RESTORE Act, a measure that allows eighty The destination continues to attract greater suppliers and boutique vineyards are paired with an
percent of the fines from the 2010 Gulf Oil numbers of visitors in the shoulder seasons, impressive list of chefs and restaurants serving fresh,
Spill to be used to finance environmental and as well, due to a wide variety of special events local fare. Events include the Al Fresco Reserve
economic restoration efforts in affected com- ranging from food and wine to music and the Tasting In Ruskin Place, Seaside's Seeing Red Wine
munities along the Gulf Coast. Now included arts. Through a detailed sponsorship program, Festival, Winemakers and Shakers: Progressive
in the Senate version of the Highway bill, The Visit South Walton offers substantial funding Vintner Dinner, Charity Auction: After Dark At
RESTORE Act must still be approved by the to those events designed to bring overnight Sandestin, and Taste Of The Beach Charity Auction.
House of Representatives and signed by the visitors to the destination. The organiza-
President before becoming law. tions commitment to enhancing shoulder 30A Songwriters Festival
Scott Brannon, who serves as chairman season tourism is evidenced by a 300 percent Produced by the Cultural Arts Alliance of
of both the Walton County Board of County increase in event sponsorship funding from Walton County, 30A Songwriters Festival enlivens
Commissioners and Walton County TDC fiscal 2011 to fiscal 2012, with continued January with three nights and two days of stellar
Advisory Council, has been a longtime growth anticipated for 2013. musical performances by industry greats and rising
advocate of the RESTORE Act. "Passing the As our nation celebrates National Travel songwriting stars, including local talent. Some of the
RESTORE Act would have an immediate, and Tourism Week May 5-13, America's an- past headline acts include The Bangles, Indigo Girls,
noticeable impact on Walton County" he nual salute to tourism is especially relevant Rodney Crowell, Shawn Mullins, Sam Bush Band
said. "Florida could receive anywhere from to those who live and work in South Walton. and Matthew Sweet. Among other great perfor-
$850 million to $2.85 billion as the result of By all accounts, Visit South Walton's Brand mances, the 2012 festival featured Susanna Hoffs of
this measure, with Walton County receiving Promise is a promise delivered, thanks to our the Bangles debuting her new solo song, This is the
roughly 10 percent of those funds for projects destination's many dedicated professionals Place. To download the song for free, go to www.
related to environmental and economic who are committed to providing visitors with VisitSouthWalton.com/sounds.
restoration." that "unforgettable experience, filled with
Big numbers, to be sure, but when it comes lasting memories." Seaside School Half Marathon & 5k Run
LEFT: The 30A Songwriters The Seaside School Half Marathon has been a
Festival showcases local, fixture in the South Walton neighborhood that bears
regional and national its name for the past 10 years. Popular with both se-
talent at several venues rious distance runners and casual weekend warriors,
along Scenic Highway this hugely popular March event sells out each year.
Because the event is presented by Vera Bradley, the
30A.
promise of one of the popular designer's handbags
helps lure runners to the finish line.
ArtsQuest Fine Arts Festival
Bed Tax Collection % Change Now in its 24th year, South Walton's only fine
Year over Year arts and music festival showcases over 130 interna-
tional artist exhibits along with live music, children's
art activities, and public art projects and demos.
Downtown Seaside provides the scenic backdrop
each May.
More information on these and other events can
be found at www.VisitSouthWalton.com/events.
For sponsorship information, please go to www.
VisitSouthWalton.org/sponsorship-grants.
Visit South Walton's weekly e-newsletter, The
Connection, features local tourism information.
Subscribe for free atVisitSouthWalton.org/connec-
Infographic w/BTC
tion-sign-up.
MAY 2012 www.waltonareachamber.com