In a meeting Tuesday the 28th, the Bay County Tourist Development Council slashed the spring break budget in half, from $300,000 to $150,000. In addition they approved a $112,500 budget for a market research study to determine who best to market to instead of college spring breakers. Among other things, a new two year contract with YPartnership in Orlando was approved with an increase in their monthly retainer form $9,500 to $12,500. YPartnership has recomended a partnership with MTV to produce the “college spring break” period. In the past, the 3 to 5 week period of spring break received over a third of the entire marketing budget, but generated only 10% of the annual bed tax collections.
This is all in an effort to get a more family-oriented demographic to our area during peak vacation seasons and ultimately to help change the image of Panama City Beach to that of a more family friendly area and shift away from the images of kids drinking and partying on our beaches.Print Story