September 22, 2010 9:48 PM - Dusty Ricketts
Okaloosa County might have to return more than $750,000 to BP after a program designed to attract tourists was canceled after it was learned that businesses were abusing the system.
The Okaloosa County Tourist Development Council’s Emerald Money Debit program was designed to provide tourists or locals a $200 debit card if they booked at least a two-night stay at a lodging that collects local bed taxes. The program was scheduled to run from last Friday to Oct. 31, or until the 5,000 debit cards had been taken.
Instead, the debit card deal was stopped last Saturday after just 1,221 qualified reservations because numerous lodgings did not follow the TDC’s guidelines for the program, TDC Executive Director Mark Bellinger said.
“We are very, very disappointed to learn about all the different scenarios and all the ways that folks were trying to beat the system,” Bellinger said. “It was disappointing. It was disheartening. It was almost like a blow to the chest. I was very discouraged. So any future programs, marketing programs that we do, the TDC has to control 100 percent of that program.
“The responsibility was placed on the lodging industry to make this work,” Bellinger added. “It’s a shame. I’m sorry that those who did this the correct way were penalized. I really am. It’s a shame.”
BP provided a $7 million grant to seven counties in Northwest Florida to help them salvage a tourist season crippled by the Deepwater Horizon oil spill. Okaloosa received about $1.37 million, with $1 million intended to be spent on the debit cards.
Before the Emerald Money Debit program started, 189 lodging establishments signed up to participate. The TDC provided a set of guidelines for the businesses to follow and hosted a luncheon for those who wanted more information.
Bellinger said the TDC received many questionable reservations, including trips that were booked before the start of the program or reservations that were not paid in full as required.
That prompted Bellinger to end the program.
“I applaud Mark for taking it off the table if people weren’t following the rules,” said Jeanne Dailey, president and owner of Newman-Dailey Resort Properties. “I appreciate the TDC tried to find a way to put more heads in beds and to take advantage of the moneys that BP sent us. It’s just unfortunate that we weren’t able to utilize this the way it was intended.”
Michelle Eason, vice president of Dale E. Peterson Vacations, said her company received a lot of response to the debit card offer and was disappointed it ended early.
“The intent was good, but there were still some holes in the program, and the TDC did what they had to do,” Eason said. “We did have some upset guests because of it.
“It’s unfortunate because we did see a momentum develop because of it,” Eason added. “It would have been nice if it could have lasted longer. I think we all could have benefited from it.”
Of the $1 million allocated for the debit cards, at least $755,800 will not be spent. Bellinger said the TDC will ask BP for permission to use the remaining funds on other marketing initiatives.
Bellinger has asked for an audit of the program to look at properties the TDC suspects of breaking procedures and a random selection of the other lodgings. He wants the audit to be completed before Oct. 31, when the program was scheduled to end.
“We have to manage the money properly,” Bellinger said. “We have to account for it, and unfortunately it’s a tough program to implement simply because so much depends on the lodging properties to make this happen correctly. With these times, with the economy and the oil disaster, their business is down and folks were pretty aggressive to get the $200 debit cards. We gave it a shot. We will never do debit cards again as long as I’m here.”
