Help Wanted: Walton County Tourism Department Seeking Executive Director

Dollars and “Sense“ – Heads on Beds

When we think about Walton County and its primary source of revenue, we immediately think about tourism. Many of the employees serving in the Tourism Department will say, it’s simple – “It’s heads on beds.“ This familiar slogan in the tourism industry refers to the dollars generated by tourism in Walton County.

This past Tuesday’s BCC meeting offered insight into essential leadership and infrastructure support between the Tourism Development Council (TDC) and the BCC.  Commissioner Dan Curry (R – Freeport) presented several items for discussion, and this one generated significant interest by commissioners and citizens alike.  

Commissioner Curry introduced a motion to reinstate the Executive Director position at the TDC.  Curry’s recommendation supported the idea that the Executive Director would be a position that directly reports to the BCC.  Further, in the process of selecting and hiring this position, the TDC would act as the “mechanism for vetting candidates [for the position] and then pass those candidates [on] to the BCC for final approval.“ (Agenda for BCC Commissioners Meeting.)

Motion made but action placed “On Hold“

After Commissioner Curry made his initial remarks and made a motion to reinstate the position, Commissioner Tony Anderson (District 5) made the following comment:  “I am not opposed to an Executive Director at all, but I think we are really really moving fast on this and we need to just kind of [sic] slow everything down.“ He continued, “I think we knew that this was eventually going to happen.“  The Commissioner gave praise to the work that is being done by the current leadership and he acknowledged that leadership responsibilities are increasing by 100 percent over prior years. 

Commissioner Donna Johns (District 4) added that as far back as she can remember, the county has always had an Executive Director and the move to reinstate this position makes sense.  The Commissioner added that, “because of all the changes that are going on and all the things that have to do with TDC and all the growth that is going on and all the opportunities that are before us right now, I think it is imperative that we have someone that runs [TDC] and reports to the board [BCC].”

Commissioner Brad Drake (District 3), who also sits on the TDC Council and who had remained silent during the beginning of the Executive Director position discussions, spoke and affirmed that he is “supportive of it [reinstatement of the Executive Director position] in concept.“  He acknowledged that tourism is the single largest industry in the county and suggested that if an organizational move was made to use the “Executive Director model,“  the powers would be needed to make sure the “details are worked out“ by all stakeholders. Drake added, “There is a lot here…there is a lot to discuss, vet, and comb through and make sure that everything is articulated correctly and that we are going in the right direction.  I just want to make sure that instead of jumping in today with two feet we maybe tip-toe into that.“  He postponed a vote to reinstate the position to provide time and opportunities to talk to all the staff, industry, stakeholders and invested parties.  He encouraged the other commissioners to do the same.

A Total of Four Tourism Councilmembers Give Voice to the BCC

Three citizens and members of the Tourism Advisory Council of the TDC, in addition to Commissioner Drake, were present to voice the need for the Executive Director position.  This participation by council members was indicative of a more formal and necessary communication link needed between the TDC and BCC.  Robert LaCasse (Seat 9 of the TDC) expressed support for hiring ‘analysts’ internally and encouraged the county to spend less on outside sources. He supported and expressed the benefits of waiting to make this decision.

Tourism Goes from a 30 Million to 60 Million Dollar Organization.  Who’s in Charge?

Amy Wise-Cobel (Seat 8 of the TDC) made a very poignant statement regarding the need for formal oversight and representation for the largest industry in Walton County.  Wise-Cobel drove home the idea that the TDC, “went from a 30 million dollar organization to a 60 million dollar organization and posts that kind of revenue growth.  We cut the Executive Director’s position – after that kind of revenue growth.  And I [Councilwoman Wise-Cobel] challenged the TDC, ‘If that was your own business that paid your check would you do that?‘  And, of course, the answer is ‘no.‘  I do not feel it [Executive Director position] adds another layer [organizationally].  I think that if the position comes [reports] directly to the board as it has in the past, then it is streamlining things.“ Wise-Cobel also mentioned that by potentially hosting the PGA Tour golf tournament in the fall of 2026 without an Executive Director in place (funded by bed tax dollars,) the county will be missing critical communication processes and infrastructure for greatest success.    

Finally, Tiffany Edwards (Seat 8 of the TDC) agreed that waiting a month to move forward with the Executive Director position is’ ok‘ but she wanted to ensure that the BCC understands that this key position is a ‘strategic support‘ to the Tourism Department staff.  Councilwoman Edwards concluded her remarks by saying, “I am very much in support of the report [reporting from TDC and to BCC] to the County Commissioners.  I think the direct line of communication would be very beneficial for us in the future.”