Year in Review: Rebranding the TDC

Published: Tuesday, December 31, 2013 at 09:51 AM.

With a year under her busy feet Tourist Development Council executive director Jennifer Jenkins put more of a stamp on her tenure.

And in doing so her team has done miracles in erasing the debacle that was the TDC prior to her arrival, an agency rife with scandal after an audit exposed operations and spending that were not in keeping with county rules and regulations.

Jenkins brought renewed energy to the agency, bulked up staff, moved marketing work in-house and altered “brand” strategies at every turn.

Informational kiosks, a beach ambassador program that will take effect in 2014, enhanced use of new media, in-depth research that fed more focused marketing strategies were all part of the program implemented by Jenkins and her advisory board, which had been reconstituted.

While the TDC no longer created events, its marketing strategies enhanced and grew existing events.

The results were impressive as the TDC nearly reached Jenkins’ highly-optimistic goal of a 15 percent increase in bed tax revenue, the fiscal year’s revenues exceeding $1 million for the first time.

Three months brought increases of more than 20 percent over the prior year and in only one month did the TDC fail to reach the prior year’s revenue.

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