How the city spends money designated for marketing Duval County as a destination for business, convention and leisure travelers will be amended if an ordinance under review by City Council committees is enacted.
The city collects a 6 percent tourist development tax on hotel room bills, which generated about $6.3 million in fiscal year 2015-16.
That money is allocated evenly between the Sports Complex Capital Maintenance Enterprise Fund, debt service for EverBank Field and tourism promotion by the Duval County Tourist Development Council.
The tourism council uses 70 percent of its share to fund the contract with Visit Jacksonville, the convention and visitors bureau for Jacksonville and the Beaches.
The bill being considered would allow 71 percent of the TDC’s budget to be used for marketing and public relations efforts in Florida, nationally and internationally.
Twenty-four percent of the budget would be set aside to fund grants for events that attract tourists.
The remaining 5 percent would be used to fund tourism information centers.
Any funds remaining from bed taxes at the end of each fiscal year would be carried over into the year and be used only for improving the city’s sports and entertainment facilities or constructing new venues.
The legislation also proposes changes in the structure of the tourism council.
Currently, the council president serves as chair of the tourism council with another council member appointed to the nine-member board.
Under the proposed bill, the council’s immediate past president would serve as chair of the tourism council and the vice president would be appointed, with the president serving as an ex-officio member.
Three members would be owners or operators of lodging facilities or other tourism accommodations and three would be otherwise involved in the local tourism industry.
The bill would set aside 1 percent of the bed tax to be transferred to the tax collector for administrative costs, which is not included in the current budget.
Visit Jacksonville would be required to operate visitor centers at Jacksonville International Airport, in Downtown and in one of the beach municipalities.
The bill proposes a spending plan for 2016-17 that includes $2.5 million for marketing Jacksonville as a leisure tourism destination, up to $2.5 million to market the area to convention and meeting planners and $800,000 for event grants.
The bill is being considered this week by council’s Finance; Neighborhood, Community Investment & Services; and Rules committees.
The tourism council will convene its final quarterly meeting of the year at 10 a.m. Thursday in the Lynwood Roberts Room at City Hall.
(904) 356-2466