Tourism office projects flat bed-tax revenue for FY26, highlights marketing ROI and trail concerns

Tourism staff presented the office's fiscal‑year 2026 budget proposal and a quarterly marketing update to the Flagler County Tourist Development Council on Aug. 12, projecting flat bed‑tax revenue and outlining spending priorities.

The office reported a projected $4.4 million in bed‑tax revenue for FY26 and said the county is trending about 3% above last year so far. Staff said funds 109 and 111 will be dedicated 100% to beach renourishment for the coming fiscal year, representing roughly 40% of the $4.4 million projection. Fund 110 covers advertising and promotions (the largest bucket), personnel (about 24% of that fund), support services (web, photo/video asset management, printing) and fixed expenses. Staff said the tourism office intends to retain approximately $281,000 in reserves in the FY26 budget.

Marketing staff described recent content and campaigns for April–July, including hiking and biking trail promotion (Lehigh Trail), event promotion, and niche content such as a dog‑surfing feature. Staff reported advertising and lead generation work with Southern Living and Midwest Living newsletters and said the office is printing a 40‑page visitor guide and revamping a pocket‑sized trails and parks guide.

The tourism office presented performance metrics and an estimated return on investment: with an $800,000 marketing investment, staff said the destination attracts about 950,000 visitors, which they estimated generates the $4.4 million in direct revenue; staff calculated roughly $0.84 cost to attract a visitor and an estimated $4.50 returned for every $1 spent on marketing.

Council members raised infrastructure and regulatory issues tied to tourism. Commissioner Eric Cooley and other members noted Lehigh Trail's surface issues and tree‑root damage; staff said the county budgeted about $250,000 for trail renovation. Members also discussed countywide e‑bike regulation; staff said city and county legal counsel and law‑enforcement liaisons are still reviewing drafts and that no city ordinance rollout date is scheduled.

The council did not vote on the FY26 budget at the Aug. 12 meeting because it lacked quorum; staff said the budget materials will be forwarded to the Board of County Commissioners for action.