WEST BAY — Walton County officials are letting the sun set on a half-cent tourist development tax levied since 2009 to help recruit and promote low-cost air carriers at Northwest Florida Beaches International Airport (ECP).
The tax, part of the county bed tax, will expire at the end of the month, but officials with the Walton County Tourist Development Council (Walton TDC) say it won’t hurt their capability to market the airport.
As the five year sunset on the tax approached, Walton TDC Director Jim Bagby said the agency brought the issue before the Walton County Commission but did not have a clear-cut plan for the dollars moving forward.
Bagby said Southwest Airlines turned down $750,000 in marketing dollars from the Walton TDC last year on the basis that the destination was already sufficiently promoted. The Walton TDC still has about $3 million in reserves earmarked to recruit and market low-cost air service at ECP, he said.
“We still intend to use the dollars to help promote the Panama City Beach airport,” Bagby said. “That’s what it was intended for and that’s what it should be used for.”
The Walton TDC’s proposed 2015 budget calls for spending about $500,000 of those dollars, $250,000 of which would go toward marketing and recruiting airlines at ECP. Bagby said the addition of the Beaches Airport has driven many tourists to the South Walton area, especially from the Nashville, Tenn., and Houston markets where Southwest flies.
“We’re ready and we’re able to help promote it,” Bagby said. “We want that airport to succeed.”
But Bay County Commissioner and Bay County Tourist Development Council (TDC) member Mike Thomas expressed concern this week that Walton County may not be holding up its end of the deal. Bay County passed a similar 1-cent tax in 2009 and partnered with Walton County to lure Southwest Airlines to the new Northwest Florida Beaches International Airport.
“It’s just very important that everyone work to try and get this airport where it needs to be,” Thomas said. “If everyone’s not pulling the wagon, maybe it’s time to get out.”
Thomas said agencies need to be able to move quickly to lure airlines if any interest is expressed, citing recent discussions with JetBlue to provide daily service from Bay County to New York City’s John F. Kennedy Airport.
Local airport officials submitted an application for a federal transportation grant last month to help harness service to New York, which included a letter of support from JetBlue officials, who indicated they were eyeing the Northwest Florida market.
The application outlines a $250,000 marketing commitment from the Bay County TDC and other incentives that would be provided by the airport, the St. Joe Co. and Bay County and Panama City Beach chambers if JetBlue were to land at ECP.
Walton County did not contribute to the incentives package outlined in the application.
“I hate to lose a participating partner,” Thomas said. “Everyone needs to participate or we need to do” things differently.
Despite the expiration of the tax, ECP Director Parker McClellan said the airport plans to continue its partnership with the Walton County TDC.
“As far as we’re concerned, it’s business as normal and we’re going to continue with them in our efforts as we go after new airlines and develop this airport,” McClellan said.
