Title:
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Approve and authorize the Chairman to execute a tourism development tax funding agreement with Sanford Main Street, Inc., in the amount of $30,000 for the FY2025/26 funding allocation for marketing and advertising. Countywide (Gui Cunha, Office of Economic Development and Tourism Director)
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Division:
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Office of Economic Development and Tourism - Tourism
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Authorized By:
Gui Cunha, Office of Economic Development and Tourism Director
Contact/Phone Number:
Gui Cunha/407-665-2901
Background:
In 2020, Seminole County Tourism initiated a marketing and advertising grant to support local efforts to advertise events and other attractions to promote Seminole County to out-of-area visitors. Per section 125.0104, Florida Statutes, known as the Local Option Tourist Development Act, the Tourist Development Tax (TDT) may be used to promote and advertise tourism to attract visitors.
Sanford Main Street, Inc., (Sanford Main Street) is a certified program under the umbrella of the Florida Main Street and Main Street America programs. It is a 501(c)3 organization and Florida Not for Profit Corporation with a seven-member voting board and three ex-officio members. The Board includes one ex-officio seat for Seminole County Tourism.
Sanford Main Street is funded via public-private partnerships, which include the City of Sanford ($39,000 for staffing), the City of Sanford Community Redevelopment Agency ($24,000 staffing and marketing), and various private industry support ($10,000). The City of Sanford works closely with Seminole County Tourism to encourage marketing of the City as a destination. This grant provides the City, County, and Sanford's business community with increased ownership over the marketing of local businesses and attractions.
Seminole County Tourism coordinates with Sanford Main Street to ensure advertising dollars are spent within Section 125.0104 parameters while also aligning with Seminole County Tourism's overall marketing strategy.
Agreement terms include:
• Sanford Main Street may only use grant funds to promote out-of-county tourism. Funds may not be expended on wages or salaries, feasibility studies of facilities, or administrative expenses;
• Per Statute, funds must be used to market to visitors located outside of Seminole County;
• Sanford Main Street shall submit advertisement and promotion projects that were paid for with TDT dollars to Seminole County Tourism for review;
• Sanford Main Street shall provide and maintain an ex-officio seat on the Sanford Main Street Board for a representative of Seminole County Tourism staff; and
• Sanford Main Street shall provide quarterly Tourist Development Council meeting reports.
Tourist Development Council Recommendation:
At the August 21, 2025, meeting, the Tourist Development Council recommended approval for funding up to a total maximum sum of $30,000 for this grant allocation for marketing and advertising.
Funding History
FY2024/25 $30,000
FY2023/24 $30,000
FY2022/23 $50,000
FY2021/22 $50,000
FY2020/21 $50,000
The amount requested is budgeted in the FY2026 Tourism Development budget.
Requested Action:
Staff requests the Board approve and authorize the Chairman to execute a tourism development tax funding agreement with Sanford Main Street, Inc., in the amount of $30,000 for the FY2025/26 funding allocation for marketing and advertising.