A look at Jefferson County's future
if the tourism agency dies

Ashley Hunter
ECB Publishing, Inc.

When tourists think of visiting Florida and enjoying its attractions and natural resources, they think of the pristine beaches, amusement parks and South Florida nightlife that the state is so well known for.
And yet, those factors are only part of the full equivalent that makes Florida one of the most tourism-heavy states in the country.
While the beaches, themed amusement parks and big cities are definitely a vivid part of Floridian culture, it isn't those aspects alone that make up the identity that is the Sunshine State.
It is the job of tourism and marketing corporation, Visit Florida, to promote and advertise the varied aspects of Florida to visitors; whether its the glamorous beaches, unique Everglades and impressive parks, or the rural beauty, tucked-away inns, cultural festivals and hidden springs and lakes. Visit Florida makes sure that visitors to the state know about the Floridian sights that are worth seeing.
Despite being a corporation, Visit Florida is funded by the state as the official tourism source.
Over the years, Visit Florida has maintained a steady flow of tourist-generated revenue and generated thousands of jobs by growing the economy around the tourism industry.
In 2014, Visit Florida was granted funding through the next few years, with legislators deciding to mark the 2020 legislative year as Visit Florida's final year of public funding.
With the “sunset date” for the agency approaching, legislators are weighing the option of leaving Visit Florida unfunded and letting the agency die off, while others seek to continue the agency's funded status.
In a column published by the Tampa Bay Times, Florida House of Representatives Speaker Jose Oliva spoke out against continuing funding Visit Florida. According to Speaker Oliva, “Florida is the “it” that people want to come see.”
Speaker Oliva goes on to state that nearly all of the Florida counties collect a local option tourist tax and county agencies, such as Tourism Development Councils (TDCs), spend that money on tourism and marketing and other activities that draw visitors to their events and attractions.
Monticello-Jefferson County Chamber of Commerce Director Katrina Richardson, however, offers a word of concern regarding that statement.
In Jefferson County, the tourism-income generated by county taxes is through the bed tax that is attached to the price of a hotel room; anyone who stays at a Jefferson County hotel, motel or bed and breakfast pays a small bed tax, which in turn, goes into the funding of tourism projects.
When Speaker Oliva claims that TDCs can carry the weight of tourism and marketing alone, Richardson remarks that he is overlooking the small budgets of rural, small counties.
“For our county, we collect at three percent,” said Richardson. “Every bit that we get goes back into our county by giving grants for other non-profits to put on events.”
That small amount goes towards funding local events, not at expanding Jefferson County's reach outward.
This means that Jefferson County isn't 'making' money with the bed tax.
In opposition to Speaker Oliva's stance, Rep. Ed Hooper, Sen. Mel Ponder and Gov. Ron DeSantis are in support of Senate Bill 362 and House Bill 213, bills that will extend the funding for Visit Florida until October of 2028.
“Over 120 million visitors annually visit our beautiful state and keep our economy strong,” said Sen. Ponder. “Visit Florida does an incredible job of attracting visitors from all parts of the world to come and experience the beauty of Florida.”
“Florida must continue to protect and grow our tourism industry,” added Rep. Hooper. “And I am proud to sponsor a bill that allows Visit Florida to continue to do just that.”
While Visit Florida benefits the state as a whole, Richardson commented on the ways that the agency also directly supports local tourism.
Richardson says that Jefferson County is part of Visit Natural North Florida (VNNF), along with 14 other rural counties. As part of that consortium of rural counties, Richardson has been able to travel and represent Jefferson County, and North Florida, to other parts of the United States and the world – something she could not do without the support of Visit Florida and VNNF.
At these national and international events, Richardson advertises the allure of North Florida's rural outdoors; while Mickey Mouse and Miami may draw large crowds, smaller, more rural counties have just as much to offer with less exposure.
But perhaps, Richardson says, the biggest benefit that Jefferson County receives from Visit Florida is the advertising funds which the county acquires from the agency.
“When we have events here – The Watermelon Festival, the BBQ Festival, poker tournaments – we can advertise for people to come and stay in our lodging facilities,” says Richardson. “The money to advertise that, a lot of that, comes from Visit Florida.”
While Speaker Oliva states that Florida is the ‘it’ that people want to come see, Richardson adds: “That's true – but when you think of Florida, you think of the high rises, the beaches, the attractions – they don't necessarily think of rural counties. Being one of those rural counties, it makes a big difference that we can advertise.”
Without Visit Florida, Richardson says that Jefferson County would no longer be able to advertise the events that draw visitors to the county.
Tourists don't come to Florida thinking of Monticello, says Richardson.
Even factoring the potential of the possible toll road that may slice through Jefferson County, Richardson isn't confident that the county will see any tourism increases, saying that just because people will be driving through or stopping to refuel, sleep and eat doesn't mean they will be shopping and visiting local businesses and attractions.
Should Visit Florida 'sunset' in this upcoming year, Richardson paints a picture of what will happen in Jefferson County – to start with, she says, the county will no longer be able to advertise their events.
Because advertising is a costly endeavor, the radio and television advertisements that have drawn visitors to town for the Watermelon Festival, BBQ Festival, bike tours and events will cease to exist.
With less visitors and funds, the county chamber will no longer be able to help support smaller organizations, such as Mainstreet Monticello, in putting together events and festivals of their own.
“There are so many different aspects, but it's all advertising,” says Richardson.
Without Visit Florida – advertisements would go away, no radio ads, no television ads, resulting in almost complete non-exposure for the events and attractions that make Jefferson County a rural jewel.
“Advertising gets people in, and if you don't have that...” Richardson shrugs. “No one is going to hear about us.”