Darrel Jones only has to look out of his Okaloosa Island office window a few hundred yards towards the emerald waters and snow-white beaches to get inspiration for his job. His lengthy title – executive director, president and chief executive officer of the Okaloosa County Tourist Development Council/Emerald Coast Convention & Visitor Bureau Inc. – supports his straightforward mission: to ensure that the worldwide tourism market is aware of this wondrous setting, with its rich amenities, and to make sure the Emerald Coast can accommodate them.

In his job, Jones is charged with a cross-section of initiatives to market the area as a vacation destination, as well as to help ensure that it retains its natural beauty and appeal.

Jones has 37 years in the tourism business – 20 years in senior management with the American Automobile Association and 17 years in his present position. He was appointed by former Florida Gov. Jeb Bush to the Florida Commission on Tourism/Visit Florida Corporation Board of Directors and recently was elected as the board secretary.

Jones recently took some time out of his busy schedule to share his thoughts about tourism in the area with Emerald Coast Magazine writer Scott Jackson.

How does the bed tax work?
The Okaloosa County TDC is funded by the tourist development impact fee of 4 percent placed on short-term lodging facilities only in the southern portion of the county. The funds are paid by visitors to the Destin, Fort Walton Beach, Okaloosa Island, Mary Esther and Cinco Bayou areas only. Self-administration of the tourist development tax by Okaloosa County began in July 1992. Revenue collected from the impact fee is allocated to tourism marketing, advertising and promotion, beach maintenance and restoration improvements, public-beach access-way parks, Americans With Disabilities Act dune walkovers, beach cleaning and trash removal, a certified turtle watch program, water testing throughout Choctawhatchee Bay and the Gulf by Environmental Council volunteers, tourism administration, promotion and operation of the Emerald Coast Conference Center, and reserve contingencies for local emergency funding.

How has the increase in foreign workers affected tourism?
The foreign workers have taken a major foothold in the construction of new condominiums and hotels. Many construction companies hire foreign workers to do the destruction and new construction at these work sites. This trend became more noticeable after Hurricanes Dennis and Ivan, when housing needs for these foreign workers made a significant impact on the local housing market.

Have any new factors caused a change in the tourist profile?
The use of the Internet has changed the way people get their information. Ten years ago, it was through magazines, television and movies. Now, the Internet is available 24 hours a day, seven days a week. Our Web site traffic has increased 74 percent in the last six years.

Are there any matters at the state level that will affect our tourism industry locally?
Yes. With the decrease in ad valorem taxes to the counties, funding may be looked at from the Tourist Development Tax Trust Funds to help supplement county budgets. This will surely cut into marketing dollars to continue the state and local tourist development councils’ efforts to continue to promote tourism to Florida.

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Scott Jackson
Mindlace Media & Photo
Destin, Florida

© 2007 Scott Jackson