Panama City Beach tourism plan for 2020 adopted
By 2020, officials hope to increase partner participation in TDC and CVB programs, increase year-round visitor demand and tourist development tax collections and more through that initiative.
PANAMA CITY BEACH — Tourism officials approved updates to its 2020 Strategic Plan and extended Gulf Coast Jam sponsorship at a combined Bay County Tourist Development Council and Convention and Visitors Bureau meeting on Tuesday.
“The purpose of the strategic plan is to outline the direction of the CVB, and serves as a road map to guide all marketing and sales efforts for Fiscal Year 2020. This plan was developed following the Strategic Planning Workshop on Aug. 23 with Visit Panama City Beach staff, agencies of record and the TDC Board of Directors,” said Catie Feeney, public relations manager.
Feeney said the plan is updated every year and did not have any huge changes. She said the modifications to the plan were to improve existing goals of the TDC.
One of the strategic initiatives included operating the TDC and CVB “as a trusted, innovative, industry-leading destination marketing organization that reflects the dynamic character of Panama City Beach.” By 2020, officials hope to increase partner participation in TDC and CVB programs, increase year-round visitor demand and tourist development tax collections and more through that initiative.
The plan also calls for enhancing and creating public venues to generate additional visitor demand, and in 2020 officials hope to have an outdoor concert facility for family-friendly events and new and improved attractions that make the beach a family-friendly destination. The $37 million sports park – set to open next year – was also included in the plan to enhance and develop public venues under a 2020 goal for outdoor sports fields. The implementation of an outdoor sport field for tournaments and events was highlighted as “accomplished” under the 2020 goals.
“The Program of Work serves as a staple for the CVB, each time we make a decision about a marketing campaign or an event, we see how that ties back to the strategic plan and if we are on point with the organization’s message,” Feeney said.
Other initiatives included beach preservation and enhancement, visitor enhancement and the development and marketing of Panama City Beach as a year-round destination.
In addition to approving the 2020 strategic plan, officials also approved an extension of the Gulf Coast Jam sponsorship agreement for $375,000 a year through 2021.
Promoters saw a record 73,000 people attend the three-day festival on Aug. 31- Sept. 2.
Even though it rained during some of the festival days, fans remained loyal and stuck around for more, said Rendy Lovelady, executive producer.
“We had a good year,” Lovelady said. “[It] was the best year yet. Our partnership with CMT has paid off.”