HomeMy WebLinkAboutDISCUSSION DMOConsiderations for
selecting a
Jefferson County
Destination
Marketing
Organization
(DMO)
Tourism Coordinating Council
March 3, 2026
DISCUSSION & POTENTIAL ACTION
BRAINSTORM: Evaluation Criteria for DMO Selection
Local Engagement
Encourage active participation that fosters connections and local support.
1
2
Forge strong relationships with local businesses and tourism stakeholders.
Partnership Development
Address community needs and align marketing efforts with local priorities.
Local Responsiveness
Strategic Alignment with Regional Tourism Master Plan
Strengthen and vet regional planning processes to ensure ongoing alignment and legitimacy.
3
4
5
6
Why is this important?
Criterion Idea 5
Why is this important?
Criterion Idea 6
TCC Recommends strategy
LTAC Evaluates funding
applications and recommends
funding
BoCC Reviews and
approves or rejects
recommendations for final
funding decisions
What are our OPTIONS?
OPTION 1: CURRENT STRUCTURE
Challenging history of tension
Lacks direct alignment between
strategic planning and funding
Lack of capacity to efficiently
fund
BENEFITS/CHALLENGES:
What are our OPTIONS?
OPTION 2: TCC funded as local DMO
Staffed for the purpose of marketing Jefferson County
Funds allocated that could be distributed throughout the
year, adapting to current needs and opportunities.
Jefferson County was well-represented geographically,
giving voice to all tourism needs (2-way sharing of
information.)
TCC should be focused on marketing: heads in beds,
increasing visitors
Challenge - How to staff: a separately hired contractor
could add an unnecessary layer? Consider adding a county
position instead? County position could add that same
extra layer? Open as an RFP?
Opportunity: to coordinate LTAC decisions with TCC
strategy.
Potential to inform LTAC based on impacts of previous
awards and where gaps are perceived - as tourism
professionals WITHOUT influencing LTAC funding decision
about how it funds TCC itself.
BENEFITS/CHALLENGES:
Decision about DMO and TCC ’s
role
TCC as DMO Recommends
strategy
LTAC Evaluates funding
applications and recommends
funding
BoCC Reviews and approves or
rejects for final funding decisions
What are our OPTIONS?
OPTION 3: LTAC as Strategic Driver
TCC members reviewed this
option but focused on building
out the benefits and challenges
of the previous option.
MEETING NOTES:
Decision about DMO and TCC’s
role - possibly folding into larger
DMO body
LTAC Recommends strategy
LTAC Evaluates funding
applications and recommends
funding
BoCC Reviews and makes
final funding decisions
ADDITIONAL CONSIDERATIONS: (to complete at next TCC)
Staffing:
1
2
Funding:
3
4
5
6
Oversight:
Other:
Other:
Other: