County tourist office fires director, charts new path

Palm Coast Observer
News

Flagler County is shifting its tourist development strategy away from big sporting events and toward more leisure-based events.

The shift in focus coincides with the county’s Oct. 18 firing of former tourist development director Matt Dunn, who had been on paid administrative leave since April 4 as the FDLE investigates financial irregularities.

Tourist Office considers 'Dreams for the Future'

The Flagler County Tourist Office's 2020-2022 draft plan lists the following "Dreams for the Future":

• A strong desire to maintain the destination’s Culture, Ambiance and Environment while

Sustainably Growing the Economy

• An interest in the Tourism Office increasing its Focus on and Promotion of our

Environmental Strengths

• A desire that the Tourism Office more aggressively celebrate the destination’s Arts and

Culture Scene

• Support for more hotels and resorts that do not veer from the destination’s current vibe (e.g.,

the return of the Flagler Hotel)

• An interest in a greater appreciation of the destination’s Heritage Assets and Stories

• Support for a more intentional attraction of Young Professionals to the county

• Support for the restoration of The Pier

• A desire for a Signature Event & more Festivals

• Interest in the development of one or more Arts Districts

• A desire for more evening Entertainment options

• The need for a more supportive citizenry

• A desire for an enhanced relationship with the Office of Economic Opportunity

• A desire for the Tourism Office to target a more Up-Scale Consumer

• The need for a centralized (daily) Calendar of Events

The county has stated that Dunn was not fired for the alleged misconduct, but because his skills are incompatible with the Tourist Office’s new direction, which is codified in the Flagler County Tourist Office’s draft 2020-2022 strategic plan.

“It’s a much bigger focus on leisure and community events, and the sports part of it is going to be items that we already have the infrastructure for, and we don’t have to go out and create things for it,” County Administrator Jerry Cameron said.

"We’ve got a balanced focus now, and we should be able to attract people to spend time in Flagler County and also have events that would have great appeal to our local community."

— JERRY CAMERON, county administrator

The draft strategic plan lists “dreams for the future” that include the development of an arts district, a signature event and additional festivals, and more evening entertainment options. Other objectives, it states, include a potential visitor center and increasing exposure for eco-tourism magnets.

Cameron said he would recommend that Amy Lukasik, who has directed the Tourist Office as an interim director in Dunn’s absence, be promoted to the position of director. Cameron has the authority to make recommendations for director-level positions, but the Board of County Commissioners will have to ratify the selection.

“Amy has done a really good job of bringing in a consultant, and they’ve put together what I believe is a great new strategic plan,” Cameron said. “She’s done a fantastic job in the interim, and it wasn’t easy; she’s been working one staff member short.”

As for Dunn, Cameron stated in a county news release, “The termination was based solely on a review of his skill set, and the operational activities of the office under his direction. He is not ideally suited for the new direction of the Tourism Development Office.”

“I think it is on the right track,” he added. “We’ve got a balanced focus now, and we should be able to attract people to spend time in Flagler County and also have events that would have great appeal to our local community.”