Board tables $900,000 tourism branding and media amendment; staff to supply detailed media breakdown

The Flagler County Board of County Commissioners on Oct. 6 voted unanimously to table a proposed second amendment to the county’s tourism branding, creative and media‑buying contract with Aqua Marketing and Communications (ACWA). The item was moved to the board’s Oct. 20 meeting so staff can correct exhibit errors and present a detailed breakdown of media purchases.

Amy Lukasik, Flagler County tourism development director, told commissioners the $900,000 figure includes roughly $616,000 for media buys — paid directly to media vendors — and the remainder for agency services such as planning, creative and brochure design. Commissioner Pennington asked for a concise briefing or workshop so commissioners better understand marketing outcomes; Lukasik said she could present campaign assets at a Tourism Development Council meeting or joint session.

During public comment, a member of the public and a board member flagged discrepancies between the agenda exhibits and staff report: the draft amendment omitted the $616,000 media buy line, misidentified an $84,000 paid media planning deliverable, and incorrectly listed a $40,000 campaign photo shoot where redesign of visitor guides for $89,280 should appear. County staff acknowledged the attachments were mixed with last year’s documents and said they would correct the exhibits before the item returns to the board.

Because the media buy is a pass‑through to vendors, Lukasik said the agency does not retain that portion of the budget; she agreed to provide a detailed calendar and vendor list clarifying when and where the $616,000 would be spent. Commissioner Pennington made the motion to table to Oct. 20 at 5 p.m.; Commissioner Richardson seconded. The board voted to table unanimously.

Ending: Staff will revise the contract exhibit to match the staff report and consolidate a detailed media schedule and spend breakdown for board review before the Oct. 20 meeting.