HomeMy WebLinkAboutTDC Packet August 12
NOTICE: All Proceedings before this Board are electronically recorded. Any person who decides to appeal any action taken by the Board at these meetings will
need a record of the proceedings and for such purpose may need to ensure that a verbatim record of the proceedings is made. Upon the request of any party to the
proceedings, individuals testifying during a hearing will be sworn in. Any party to the proceedings will be granted the opportunity to cross-examine any
individual testifying during a hearing upon request. Anyone with a disability requiring accommodation to attend this meeting should contact the Human
Resources Department at 772-462-1546, riskmanagement@stlucieco.gov or TDD (772) 462-1428 at least forty-eight (48) hours prior to the meeting.
ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL
Wednesday, August 12, 2026 at 10:00 a.m.
LOCATION: Voco Sandpiper, 4500 SE Pine Valley St, Port St. Lucie
1. Call to Order Chris Dzadovsky, Vice Chair
2. Roll Call Tayler Hardison
3. Self-Introductions Chris Dzadovsky, Vice Chair
4. Welcome New TDC Member, Laura Hamel Chris Dzadovsky, Vice Chair
5. Public Comment Chris Dzadovsky, Vice Chair
6. Approval of the Minutes from June 17, 2026 Chris Dzadovsky, Vice Chair
7. Report from St. Lucie County Tax Collector
8. Reports from Municipalities
a. Councilwoman Stephanie Morgan, City of Port St. Lucie
b. Commissioner Chris Dzadovsky, City of Fort Pierce
9. Reports from Staff
a. April and May 2026 Financial Report – Charlotte Bireley, Director of Tourism
TDT Collections (commercial & non-commercial)
b. May & June Hotel Performance Report (verbal) – Charlotte Bireley, Director of Tourism
c. May & June 2026 Digital Performance Report – Tayler Hardison, Sr. Tourism & Marketing Coordinator
Website
Social Media
Email
d. Earned Media Report – Katherine Cordero, Tourism & Marketing Coordinator
10. Report from Play Treasure Coast Sports Tourism Rick Hatcher
11. Regular Agenda
a. Voco Sandpiper Overview Marika Sexton / Al Gauthier
b. 2027 Proposed Budget – Clarification & Recommendation Charlotte Bireley
c. Industry Destination Immersion Tour Katherine Cordero
d. Staff Updates
Update of Proposed Ordinance Change Charlotte Bireley
Miss Lucie Activations Update Tayler Hardison
Influencer FAM Update Tayler Hardison
Highwaymen Museum Promotional Efforts Tayler Hardison
12. Other Business Chris Dzadovsky, Vice Chair
13. Adjournment Chris Dzadovsky, Vice Chair
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Wednesday, June 17, 2026 ◊ 10:00 A.M.
MINUTES
Members Present
Chair Cathy Townsend, St. Lucie County
Councilwoman Stephanie Morgan, City of Port St. Lucie
Commissioner Chris Dzadovsky, City of Fort Pierce
Terissa Aronson, St. Lucie County Chamber of Commerce
Ronnie Van Zijl, Residence Inn Port St. Lucie
Marika Sexton, voco Sandpiper Resort
Members Absent
Lisa Cataline, Coldwell Banker Paradise
Donna Qvarnstrom, Cobbs Landing
Gabriel Atkinson, Sailfish Brewing Co.
Staff Present
Charlotte Bireley, St. Lucie County Tourism
Katherine Cordero, St. Lucie County Tourism
Tayler Hardison, St. Lucie County Tourism
Chloe Leedum, Assistant County Attorney
Margo Salmeron, Manpower / Visit St. Lucie
Also Present
Ryan Strickland, Play Treasure Coast Sports
Maddie Williams, St. Lucie Cultural Alliance
Jessica Kadie Barclay, Manatee Center / St. Lucie Cultural Alliance
Robert Bacher, Fort Pierce West KOA
Travis Burton, Florida Alliance of Vacation Rentals / iTrip Treasure Coast
Kelsie Strickland, Holiday Inn Express Fort Pierce
Agnes Ogletree, Hampton Inn & Suites
Aaliyah, County Commissioner Intern
1. Call to Order
Chair Cathy Townsend called the meeting to order at 10:13 a.m.
2. Roll Call
Roll call was conducted by Tayler Hardison.
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
3. Self-Introductions
Chair Townsend invited members, staff, and guests present to introduce themselves.
4. Public Comment
Chair Townsend opened the floor for public comment. No public comments were made.
5. Approval of the Minutes from April 8, 2026
Chair Townsend requested approval of the April 8, 2026 Tourist Development Council
meeting minutes. Terissa Aronson made a motion to approve the minutes. Marika
Sexton seconded the motion. The motion passed unanimously.
6. Report from the Chair
Chair Townsend reported there were no significant updates to share.
7. Report from St. Lucie County Tax Collector
There was no report from the St. Lucie County Tax Collector.
8. Reports from Municipalities
a. Councilwoman Stephanie Morgan, City of Port St. Lucie
Councilwoman Morgan reported on the recent opening of Stars & Stripes Park and
encouraged positive feedback to the project.
b. Commissioner Chris Dzadovsky, City of Fort Pierce
Commissioner Dzadovsky provided an update on concerns related to the transportation
of waste through Fort Pierce and its impacts on the community. He also discussed
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
broader concerns regarding proposed property tax changes and the potential effect on
local government services and operations.
9. Reports from Staff
a. February and March 2026 Financial Report
Charlotte Bireley presented the Tourist Development Tax (TDT) collections report for
February and March 2026. February collections totaled $1,002,224, representing a
14.5% increase compared to February 2025 and marking the first time St. Lucie County
exceeded $1 million in TDT collections during the month of February. March collections
totaled $1,021,633, a decrease of 3.8% compared to the previous year. Year-to-date
collections were down 2.67% compared to the prior year. Ms. Bireley noted that
collections for both months exceeded budget projections and that tourism revenues
remain in a healthy position.
b. March and April Hotel Performance Report
Charlotte Bireley presented hotel performance data for February and March 2026. In
February, countywide occupancy decreased 7.1%; however, Average Daily Rate (ADR)
increased 9.5% and Revenue Per Available Room (RevPAR) increased 1.8%. In March,
occupancy decreased 7.5%, while ADR increased 11.6% and RevPAR increased 3.2%.
Ms. Bireley noted that despite occupancy declines, rate growth remained strong and
overall hotel performance continued to show positive trends.
c. March and April 2026 Digital Performance Report
Tayler Hardison presented digital marketing performance updates for April and May
2026. Social media engagement remained strong across Visit St. Lucie platforms, while
website traffic continued to show positive year-over-year growth. Webcams remained
among the most visited pages on VisitStLucie.com, and ongoing digital advertising and
email marketing efforts continued to drive engagement and partner exposure.
d. Earned Media Report
Katherine Cordero reported that earned media efforts continue to perform well,
generating more than 17 million impressions year-to-date. She highlighted a recent Visit
Florida media familiarization tour featuring a travel writer from Germany, which provided
valuable international exposure for St. Lucie County and local tourism partners.
10. Report from Play Treasure Coast Sports Tourism
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Ryan Strickland presented a sports tourism performance update covering October 2025
through March 2026. During the reporting period, Play Treasure Coast Sports hosted 36
events, including eight new events. These events generated more than 28,000
participants and spectators, approximately 14,000 hotel room nights, $11.2 million in
direct visitor spending, and nearly $19.5 million in overall economic impact. Mr.
Strickland also provided updates on recent and upcoming sporting events, including
fishing tournaments, adaptive golf competitions, youth baseball tournaments, and
international soccer training activities associated with the FIFA World Cup.
Following the presentation, Chair Townsend raised concerns regarding the potential
impact of future budget reductions on local parks and athletic facilities and asked
whether Play Treasure Coast Sports had considered contingency plans. Mr. Strickland
noted that the success of sports tourism is directly tied to the quality and availability of
local facilities and acknowledged that reductions in maintenance or access could affect
the destination’s ability to attract sporting events. Council members discussed the
importance of continued investment in recreational infrastructure to support sports
tourism.
11. Regular Agenda
a. 2027 Proposed Budget
Charlotte Bireley presented the proposed Fiscal Year 2027 tourism budget. She
explained that staff developed the budget with a focus on maintaining a balanced
budget, increasing reserves, and preparing for potential economic uncertainty. The
proposed budget includes reductions in operating expenses while maintaining funding
for key tourism marketing initiatives and programs that continue to generate measurable
results. Ms. Bireley also noted that additional reserves could support future meeting and
convention initiatives, cooperative marketing opportunities, and other tourism-related
projects.
Mid-discussion, Councilwoman Morgan requested an update on a previous Tourist
Development Council recommendation regarding the allocation language associated
with the fifth cent of the Tourist Development Tax. Charlotte Bireley explained that the
Council had previously voted to recommend revisions to the language and that the
recommendation had been forwarded through administrative channels but had not yet
been presented to the Board of County Commissioners.
Chair Townsend expressed concern that the recommendation had not yet reached the
Board for consideration, noting that the Council had formally approved the
recommendation. Commissioner Dzadovsky shared his perspective on maintaining the
existing language, emphasizing the importance of continued investment in tourism-
related capital projects within northern St. Lucie County. Council members discussed
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
the advisory role of the Tourist Development Council and the process for transmitting
recommendations to the Board of County Commissioners. It was agreed that the
recommendation should be presented to the Board for consideration, regardless of
differing viewpoints on the issue.
Returning to the presentation, Charlotte Bireley explained that the four columns
represented the current-year budget, a flat budget with no changes, a budget reflecting
a 3% reduction, and staff’s recommended Fiscal Year 2027 budget. Marika Sexton and
Commissioner Dzadovsky expressed support for the proposed recommended Fiscal
Year 2027 budget and the recommendation to strengthen reserves. With no further
questions or concerns, Cathy Townsend asked whether the Council was comfortable
making a decision and invited a motion. Terissa Aronson motioned to approve the
recommended Fiscal Year 2027 budget. Marika Sexton seconded the motion. The
motion passed unanimously.
b. Staff Updates
Locals Only Campaign
Katherine Cordero provided an update on the 2026 Locals Only campaign, Visit St.
Lucie’s annual summer promotion featuring special offers and discounts for Treasure
Coast residents. She reported strong participation from tourism partners throughout the
destination, with additional offers continuing to be added to the campaign.
Tourism Partner Program
Tayler Hardison provided an overview of Visit St. Lucie’s Partner Program, which is
designed to provide consistent exposure for tourism partners through website content,
social media, email marketing, and other promotional channels. She encouraged
partners to share updates, photos, and upcoming events for future marketing
opportunities.
Miss Lucie Activations
Charlotte Bireley introduced Margo Salmeron and provided an update on activations
involving the Mobile Visitor Center, “Lucie.” Staff reported continued engagement with
visitors at local events, attractions, beaches, and sporting events throughout the county.
Treasure Coast Wine, Ale & Spirits Trail Update
Charlotte Bireley provided an update on the Treasure Coast Wine, Ale & Spirits Trail,
noting that management of the program has transitioned to a third-party organization
that will oversee marketing and day-to-day operations. She noted the transition allows
tourism staff to remain focused on destination marketing efforts while continuing to
support the trail through promotional activities.
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
12. Other Business
Agnes Ogletree welcomed attendees to the Hampton Inn & Suites and thanked the
Tourist Development Council for holding the meeting at the property. Representatives
from Aisles Treasure Coast Ice Cream introduced their business and shared information
regarding community events, school partnerships, and fundraising opportunities
throughout the Treasure Coast.
Chair Townsend also highlighted recent visits to the Pierce Public Market and the St.
Lucie Cultural Alliance gallery, encouraging attendees to experience the attractions and
cultural offerings available in Downtown Fort Pierce.
13. Adjournment
There being no further business, Chair Townsend adjourned the meeting at 11:16 a.m.
Apr-26 Variance
P & L Report Actual Budget Budget
Bed Tax Revenue $129,138 $112,460 15%
Carry Forward $70,833.33 $70,833.33 0%
Interest $42 $42 0%
Total Revenue $200,013 $183,335 9%
Direct Expenses
Salaries/Benefits $35,952 $36,702.00 -2%
Other Contractual Services $4,066 $10,417 -61%
Software Support $2,131 $2,500.00 -15%
Travel $40 $1,666.67 -98%
Communications $143 $125.00 14%
Postage $1,176 $500 135%
Printing $113 $2,083 -95%
Materials Center $0 $41.67 -100%
Promotional Items/Activities $617 $250 147%
Promotional Advertising $13,359 $22,917.00 -42%
Promotional Entertainment $166 $1,250.00 -87%
Office Supplies $78 $125 -37%
Dues & Memberships $20 $1,000.00 -98%
Training & Seminars $1,965 $166.67 1079%
Aid $75,000 $75,000.00 0%
G & A $5,653.67 $5,653.67 0%
Total Direct Expenses $140,480 $160,398 -12%
Net Income $59,534
May-26 Variance
P & L Report Actual Budget Budget
Bed Tax Revenue $98,100 $99,964 -2%
Carry Forward $70,833.33 $70,833.33 0%
Interest $42 $42 0%
Total Revenue $168,975 $170,839 -1%
Direct Expenses
Salaries/Benefits $56,990 $36,702.00 55%
Other Contractual Services $4,617 $10,417 -56%
Software Support $1,860 $2,500.00 -26%
Travel $108 $1,666.67 -94%
Communications $143 $125.00 14%
Postage $0 $500 -100%
Printing $0 $2,083 -100%
Materials Center $133 $41.67 219%
Promotional Items/Activities $0 $250 -100%
Promotional Advertising $56,540 $22,917.00 147%
Promotional Entertainment $0 $1,250.00 -100%
Office Supplies $20 $125 -84%
Dues & Memberships $20 $1,000.00 -98%
Training & Seminars $540 $166.67 224%
Aid $0 $0.00 0%
G & A $5,653.67 $5,653.67 0%
Total Direct Expenses $126,624 $85,398 48%
Net Income $42,351
25/26 YTD
P & L Report Actual Budget Budget
Bed Tax Revenue $1,052,689 $1,249,554 -16%
Carry Forward $566,667 $850,000 -33%
Interest $336 $504 -33%
Total Revenue $1,619,691 $2,100,058 -23%
Direct Expenses
Salaries/Benefits $316,497 $440,426 -28%
Other Contractual Services $70,854 $125,000 -43%
Software Support $32,881 $30,000 10%
Travel $2,208 $20,000 -89%
Communications $1,001 $1,500 -33%
Postage $6,657 $6,000 11%
Printing $19,596 $25,000 -22%
Materials Center $587 $500 17%
Promotional Items/Activities $1,903 $3,000 -37%
Promotional Advertising $159,691 $275,000 -42%
Promotional Entertainment $1,332 $15,000 -91%
Office Supplies $680 $1,500 -55%
Dues & Memberships $13,403 $12,000 12%
Training & Seminars $2,750 $2,000 38%
Aid $245,000 $275,000 -11%
G & A $45,229 $67,844 -33%
Total Direct Expenses $920,268 $1,299,770 -29%
Net Income $699,424
FY 2023 FY 2024 FY 2025 FY 2026
Revenue Expenses Revenue Expenses Revenue Expenses Revenue Expenses
Oct $90,831 $114,143 Oct $63,557 $119,619 Oct $92,389 $110,567 Oct $85,670 $164,173
Nov $94,959.00 $72,057 Nov $83,616.00 $59,878 Nov $105,185.00 $101,974 Nov $87,555.00 $76,854
Dec $99,255.00 $75,592 Dec $94,677.00 $98,452 Dec $118,462.00 $47,705 Dec $96,612.00 $68,538
Jan $149,984 $149,586 Jan $135,046 $156,645 Jan $144,474 $88,447 Jan $150,842 $150,361
Feb $182,493 $97,727 Feb $167,048 $50,145 Feb $175,035 $70,069 Feb $200,445 $92,726
Mar $199,237 $58,933 Mar $175,481 $82,157 Mar $212,542 $66,924 Mar $204,327 $100,772
Apr $124,931 $128,648 Apr $90,183 $169,232 Apr $101,865 $133,929 Apr $129,138 $140,480
May $90,813 $43,171 May $83,024 $53,261 May $90,105 $73,233 May $98,100 $126,624
Jun $86,314 $90,979 Jun $76,430 $115,213 Jun $91,641 $64,191 Jun
Jul $84,433 $87,463 Jul $112,770 $106,576 Jul $73,151 $118,830 Jul
Aug $66,513 $77,210 Aug $73,651 $59,655 Aug $67,645 $77,271 Aug
Sep $61,830 $132,730 Sep $63,041 $143,885 Sep $80,147 $85,877 Sep
TOTAL $1,331,593 $1,128,239 TOTAL $1,218,524 $1,214,718 TOTAL $1,352,641 $1,039,017 TOTAL $1,052,689 $920,528
29 Posts
1k Link Clicks
29 Posts
4k Link Clicks
Youtube 4.6k hours watched
Pinterest 39k impressions
X:8k impressions
Reach Number of how many unique people have seen a post or ad
New Follower User that will now see all @VisitStLucie posts on their feed
Viewer Number of unique people who have seen a post or ad
FISCAL HIGHLIGHTS (OCT 25 - JUL 26)
INSTAGRAM
1k Profile Visits
2.2k Profile Visits24k Link Clicks
45k Content Interactions
12k Total Followers
July
June & July 2026 Social Media Report
July
411k Viewers 29 Posts 9k Content Interactions 46k Reach
June
414k Viewers
FACEBOOK
June
25k Reach 5k Content Interactions28 Posts 5k Content Interactions
5k Profile Visits 38k Total Followers21k Link Clicks
BEST PERFORMING POSTS
11k Total Followers
Total Meta Reach: 4.1M
5k Profile Visits 39k Total Followers
Views Active Users
2025
2026
TOP STATES MOBILE
User:
Event Count:
New User:
AQCUISITION
80k
40k
100k
37k
Key Events:
KEY
Acquisition tells us where
our users are coming from
on the web.
Visitor who has initiated a web session
Visitor who has never visited before initiates a session
User action that we determine meets our web
objectives and goals. Example: Clicks on our Places to Stay page.
DEMOGRAPHICS BY AGE
DEMOGRAPHICS BY AGE
DEMOGRAPHICS BY AGE
TOP CITIES
Number of times a user took any action on site
June & July 2026 Web Report
June July
TOP STATS
Users Event Count Sessions Key Events
176K 1.5M 358K 394K
MONTHLY USER COUNT COMPARISON TOP PAGES VISITED
QUICK STATS
Clicks to VisitStLucie.com
& Industry Partners
971
Visitor Emails Sent: 2
Industry Emails Sent: 1
Total Sends
61,012Guide Requests
201
Email Content Deployed Best in Performance:
Sun, Salt & Celebration
Industry Newsletter
Locals Only Launch
Locals Only 2
Locals Only 3
Visitor Eblast Performance
June & July Email Marketing Report
Trends
Average Open Rate: 29% Average Click Rate: 2%
Media Activity Media Outlet Date Published Results Media Value
Swifties, are you ready for it? 'Life of a Showgirl' album release events in West Palm Beach, https://www.wptv.com/entertainme 10/3/2025 10/2/2025 938,372 $8,679.97
5 most haunted places with spooky ghost stories in St. Lucie includes the Devil's Tree https://www.yahoo.com/lifestyle/art 10/6/2025 10/6/2025 390,330,017 $3,610,552.66
10 best restaurants on the Treasure Coast for tender, flavorful prime rib specials https://www.yahoo.com/lifestyle/art 10/6/2025 10/4/2025 390,330,017 $3,610,552.66
10 best restaurants on the Treasure Coast for tender, flavorful prime rib specials https://www.tcpalm.com/story/ente 10/6/2025 10/5/2025 891,334 $8,224.84
Port St. Lucie’s Pioneer Park, Port District named top public space in statewide vote https://www.wqcs.org/wqcs-news/2 10/6/2025 10/5/2025 10,178 $94.15
A Bait And Tackle Shop On Florida's Treasure Coast Is One Of The Best Hangouts For Food, D https://www.islands.com/1976222/l 10/7/2025 9/29/2025 2,594,254 $23,996.85
The Untamed Beauty of Florida’s State Parks https://www.jupitermag.com/the-un 10/9/2025 10/8/2025 2,959 $27.37
10 Places In Florida That Still Feel Straight Out Of The 1950s https://myfamilytravels.com/places-10/10/2025 10/10/2025 10,782 $99.73
St. Lucie County seeing jump in tourism tax revenue https://cbs12.com/news/local/st-luc 10/15/2025 10/15/2025 819,713 $7,582.35
5 of the oldest restaurants in Fort Pierce are local legends https://www.tcpalm.com/story/ente 10/15/2025 10/12/2025 891,334 $8,244.84
Port St. Lucie Family Things to Do at Night https://www.enjoyflorida.com/port-s 10/16/2025 10/15/2025 7,100 $66.00
Discovering Florida’s Hidden Coastal Gems: Cedar Key And Fort Pierce https://floridatrekking.wordpress.co 10/22/2025 10/21/2025 83,658,542 $773,841.51
13 Florida Beach Towns Locals Are Desperate To Keep Secret https://www.yahoo.com/lifestyle/art 10/22/2025 10/21/2025 390,330,017 $3,610,552.66
13 Of Florida's Most Underrated Vineyards With Tropical Tastes And Immaculate Scenery, A https://www.islands.com/2001705/f 10/27/2025 10/25/2025 2,594,254 $23,996.85
Fort Pierce Mountain Bike Trail Guide: Sections, Directions, and FAQ https://treasurecoast.com/fort-pierc 10/27/2025 10/25/2025
New hotel coming to Treasure Coast International Airport https://cbs12.com/news/local/new-h 10/27/2025 10/24/2025 819,713 $7,582.35
Dixie Cream Donuts wins "Best Donuts" on ARC Florida https://cbs12.com/news/arc-florida/10/30/2025 10/29/2025 819,713 $7,582.35
Al’s Family Farms in Fort Pierce celebrates comeback from tornado damage https://www.wptv.com/news/treasu 11/14/2025 11/13/2025 45,100 $1,059.00
Best dive bars in Florida? 10 spots loved by locals that are worth the road trip https://www.tcpalm.com/story/ente 11/14/2025 11/13/2025 40,200 $173.00
We're still here': Al's Family Farms reopens after tornado destruction from Hurricane Milto https://www.wptv.com/news/treasu 11/17/2025 11/16/2025 45,100 $656.00
8 ships sunk for artificial reefs off Treasure Coast attract anglers, divers, snorkelers https://www.yahoo.com/news/articl 11/17/2025 11/15/2025 13,900,000 $226,700.00
Al’s Family Farms reopens 13 months after tornado destruction https://www.wpbf.com/article/florid 11/18/2025 11/17/2025 22,300 $519.00
17 roadside attractions on the Treasure Coast include giant conch shell, tallest heart https://www.yahoo.com/lifestyle/art 12/1/2025 11/28/2025 258,620,099 $991,424.00
This City Has A Vibrant Downtown, Stunning Beaches, And The Most Beautiful Sunrises In F https://www.southernliving.com/for 12/8/2025 12/9/2025 336,929 $2,385.00
Donald B Moore Heritage Preserve https://floridahikes.com/donald-b-m 12/22/2025 12/20/2025
This City Has A Vibrant Downtown, Stunning Beaches, And The Most Beautiful Sunrises In F https://www.pinterest.com/pin/2428 12/23/2025 12/22/2025 418,705,129 $3,873,022.44
5 Snowbird Destinations That Are Affordable, Friendly and Perfect for First-Timers https://sixtyandme.com/snowbird-de 1/1/2026 1/5/2026 118,353 $1,094.77
Florida's Beloved 'Sunrise City' Boasts Dazzling Beaches And Vibrant Coastal Charm https://flipboard.com/topic/indianriv 1/8/2026 1/7/2026 1,030,627 $9,533.30
Florida's Beloved 'Sunrise City' Boasts Dazzling Beaches And Vibrant Coastal Charm https://www.explore.com/2065985/1/8/2026 1/7/2026 392,657 $3,632.08
Golfweek's Best 2026 top 200 resort golf courses in the U.S.https://golfweek.usatoday.com/story 1/8/2026 1/8/2026 416,993 $3,857.19
5 places to touch grass: Fort Pierce, Port St. Lucie, St. Lucie County https://www.tcpalm.com/story/new 1/12/2026 1/11/2026 651,534 $6,026.69
Why Winter Is the Best Time to Explore the Treasure Coast by Water https://treasurecoast.com/why-wint 1/14/2026 1/14/2026
Taking Fido on a walk? These Florida cities among the best in the U.S.https://www.theledger.com/story/ne 1/15/2025 1/14/2026 286,843 $2,653.30
Florida Highwaymen Museum to open in Fort Pierce after 1 year delay https://www.thedestinlog.com/story 1/16/2026 1/15/2026 11,529 $106.64
Best hidden gem restaurants in Florida? 12 spots worth the road trip https://www.tcpalm.com/story/ente 1/16/2026 1/16/2026 651,534 $6,026.69
Highwaymen Museum spotlights intersection of history with Feb. 20 opening https://www.wqcs.org/wqcs-news/2 1/20/2026 1/20/2026 12,343 $114.17
Earned Media FY 25/26
Highwaymen art show honors legacy of historic Black artists on Treasure Coast https://www.wpbf.com/article/highw 2/2/2026 1/31/2026 333,909 $3,088.66
9 romantic restaurants on the Treasure Coast https://www.tcpalm.com/story/ente 2/6/2026 2/6/2026 651,534 $6,026.69
5 places to touch grass: Fort Pierce, Port St. Lucie, St. Lucie County https://www.tcpalm.com/story/new 2/23/2026 2/23/2026 40,200 $1,505.00
Florida Highwaymen Museum opens in Fort Pierce, honoring 26 African American artists https://www.wptv.com/news/region 2/23/2026 2/21/2026 45,100 $628.00
Florida Highwaymen Museum opens in Fort Pierce https://www.tcpalm.com/picture-ga 2/23/2026 2/20/2026 40,200 $319.00
Spring break without the airport https://theparklander.com/2026/03/4/6/2026 3/2/2026 2,197 $20.32
5 Florida spring break activities outdoors are beaches, surfing, hiking https://www.tcpalm.com/story/ente 3/9/2026 3/8/2026 40,200 $2,307.00
After visiting Florida for decades, I'd choose this gorgeous, uncrowded beach town over Mi https://www.businessinsider.com/fa 3/20/2026 3/19/2026 5,700,000 $79,601.00
Port St. Lucie Rainy Day Activities https://www.enjoyflorida.com/port-s 4/2/2026 4/2/2026 5,700 $125.00
The Sunshine State's Latest and Greatest Hotels, Renovations https://www.meetingstoday.com/ind 4/13/2026 4/13/2026 35,000 $875.00
TCPalm Food & Fun reporter says why she loves the Treasure Coast https://www.tcpalm.com/videos/ent 4/26/2026 4/26/2026 20,000 $500.00
Why Some Of Us Are Taking A Break From International Travel — And Embracing These Do https://www.huffpost.com/entry/tra 6/3/2026 6/2/2026 9,630,307 $89,083.11
Florida’s 13 best beaches https://www.lonelyplanet.com/articl 6/4/2026 6/3/2026 347,800 $1,679.00
12 most treasured views, must-see places in Florida https://www.naplesnews.com/story/6/10/2026 6/10/2026 402,057 $3,719.03
Visit these historic and beautiful destinations across the American South https://www.usatoday.com/story/tra 6/10/2026 6/10/2026 54,575,385 $504,822.31
St. Lucie Florida 2 Entspannte Tage An der Treasure Coast https://myboardingpass.de/st-lucie-f 6/8/2026 6/8/2026 88,766 $2,219.00
10 Botanical Gardens In Florida That Feel Like Tropical Paradise Walks https://familyvacationsus.com/botan 6/18/2026 6/18/2026 1,200,000 $12,000.00
14 Florida Aquariums That Feel Like World-Class Marine Adventures https://familyvacationsus.com/florid 6/23/2026 6/23/2026 1,200,000 $12,000.00
Forget The Everglades, Visit Florida's Lesser-Known Lake Oasis With Wetland Trails And Fish https://www.islands.com/2210601/s 7/13/2026 7/11/2026 4,300 $34.00
New Research Lists America’s Top 10 Nude Beaches—Naturalists Welcome!https://www.travelawaits.com/30 7/13/2026 7/10/2026 65,200 $1,516.00
Impressions = number of times an article is seen 2,034,763,424 $17,552,729
UVM = Unique Views per Month
2027 Proposed Budget Presentation
TDT Funding Allocation
St. Lucie County has a 5% tourist tax collected on accommodations
rented for six months or less. The funding is allocated in the following
manner:
First & Second Cents - Operation and maintenance of St. Lucie County's Sports
Complex in Port St. Lucie (Clover Park)
Third Cent - Promote Tourism (Tourism Department Budget)
Fourth Cent - Pay debt service on bonds used to finance the reconstruction and
renovation of the St. Lucie County Sports Complex in Port St. Lucie (Clover Park)
Fifth Cent - 67 percent of the 5th cent tax is allocated to pay debt service on bonds
issued to finance the renovation and reconstruction of the St. Lucie County Sports
Complex in Port St. Lucie (Clover Park). The remaining 33 percent of the 5th cent
tax is allocated for capital facilities that promote tourism located at the Fairgrounds
or north of Midway Road.
Overview of Current Budget Year to Date (2026)
1.As of March 2026, TDT collections fiscal year-to-date are trending 2.67%
lower than the same period of the year prior
•Factors that have contributed to the decrease to date:
Q1 of 2025 (Oct – Dec 2024) experienced record-breaking collections due to unique
circumstances of hurricane Milton evacuees, recovery teams and displacement that
generated overnight stays during a typical slower season. Our Q1 of 2026 couldn’t
compete with those numbers
Decrease in occupancy rates, but increase in average daily rates
State visitation to FL was down in Q2
2.Forecast calls for a flat summer and flat early fall due to ongoing inflation,
economic uncertainty, decline in consumer confidence, and increased fuel
costs
FY 2027 Budget Highlights
GOAL: Obtain a balanced budget between forecasted
TDT collections and budgeted expenses
Increased TDT collection forecast for FY 2027
Forecasted collections are ambitious and are 19% higher than FY 2026 and is based on
historical trends and the Office of Economic & Demographic research
Reopening and establishment of voco Sandpiper Resort, opening of Home2Suites by Hilton
in PSL (late summer, early fall)
Recommending a decrease in operating expenses by 16.1%
All contracts have been audited, and some may be cancelled to decrease budget.
Most line-item expenses in the budget have been decreased to obtain a balanced budget
Building reserves to prepare for a reduction in TDT due to trickle down effect
of proposed property tax exemption bill that will likely impact tourism assets
(City and County-managed sports facilities, parks, venues, etc.)
If revenues are coming in lower than forecasted, budget adjustments can be made
Maintain as much as possible funding in high performing areas that
meet goals & objectives
Digital marketing, sports tourism
Continue investment in programs that generate campaign performance
reports and ROI
Leverage budget and resources by continuing to invest in cooperative and unique
marketing and PR programs with state (VF) and regional partners (IRC & MC)
Maintain reserves policy as set by TDC
FY 2027 Budget Highlights
Reserves Policy
In June 2022, the TDC unanimously approved implementation of an
updated reserves policy to maintain a reserve amount that is equal to 6
months (or 50%) of the annual tourist tax collection forecast.
FY 2027 TDT Collection Forecast: $1,249,554
Reserves Policy Amount: $624,777
The proposed reserve amount for FY 2027 is $868,002 – 39% higher
than required
With approval from the TDC and the BOCC, reserves can be used for
crucial projects or other immediate needs
DISCUSSION / QUESTIONS
Staff recommends that the TDC consider approval of the proposed 2027 budget.
CLARIFICATION / RECOMMENDATION
St. Lucie Cultural Alliance (Aid)
RECOMMENDATION: Maintain funding for SLCA through December 2026 for $37,500. This
amount will come from the FY 2027 budget
OPTIONS FOR DISCUSSION & CONSIDERATION
1.Await the results of Amendment 3 (Homestead Property Tax Exemptions) before
determining future funding to SLCA
a.If Amendment 3 fails, consider funding in the amount of $75,000 beginning
January 2027 through December 2027 and amend contract terms requiring
ROI reporting
b.If Amendment 3 passes, no funding
c.No funding recommended
FINAL BUDGET RECOMMENDATION
1
M E M O R A N D U M
TO: St. Lucie County Tourist Development Council
FROM: Charlotte Bireley, Director of Tourism & Venues
DATE: August 12, 2026
RE: Update on County Ordinance 03-12 Change – 33% of the 5th Cent
At the most recent Tourist Development Council meeting on Wednesday, June 17, 2026, Council
members discussed the status of the Council's previously approved recommendation regarding
revisions to the allocation language associated with the fifth cent of the Tourist Development Tax.
As discussed, the recommendation was previously approved by the Tourist Development Council
and forwarded through the administrative process but has not yet been presented to the Board of
County Commissioners for consideration.
This memorandum is to advise the Council that the item is tentatively scheduled to be discussed
during the Board of County Commissioners Informal Meeting on Tuesday, September 8, 2026 at 9
a.m. This meeting will provide an opportunity for the Board to review and discuss the Council's
recommendation.
Please note that the meeting agenda remains subject to change until finalized. Council members
will be notified if there are any changes to the schedule or the status of this agenda item.
VISIT ST. LUCIE
INFLUENCER REPORT
VSL Influencer Recap
PERFORMANCE RECAP
Shelly Teal
The voco Sandpiper Reel and carousel post generated 52,321+ views and 37 followers. The content received
904 likes and reactions, 43 comments, nine reposts, 1,131 shares and 611 saves, along with 107 profile
visits.
Content Views Likes/Reactions Comments Reposts Shares Saves Profile
Visits Follows
voco
Sandpiper
Reel
Approx.
33K 766 24 7 1,094 582 80 31
voco
Sandpiper
Carousel
Post
19,321 138 19 2 37 29 27 6
Total Approx.
52,321 904 43 9 1,131 611 107 37
VISIT ST. LUCIE | INFLUENCER REPORT 1
VISIT ST. LUCIE
INFLUENCER REPORT
VSL Influencer Recap
PERFORMANCE RECAP
Natyana
Three collaborative Reels generated 474,502 views and 2,231 follows. The content also received 19,593+
likes, 135 comments, 859 reposts, 25,395+ shares and 13,328+ saves.
Reel Views Viewers Likes Comments Reposts Shares Saves Follows
voco
Sandpiper
Resort
443,659 340,515 19K 121 821 25K 13K 2,225
Horseback
Riding 21,141 17,762 452 10 25 330 283 4
Clear
Kayaking 9,702 7,701 141 4 13 65 45 2
Total 474,502 365,978
*19,593+135 859 25,395+13,328+2,231
VISIT ST. LUCIE | INFLUENCER REPORT 2