Walton County is so much more than a beach. It is home to springs, rivers, lakes and some of the most beautiful landscapes in all Northwest Florida. Residents of Walton County recognized the potential of sharing the entire county with visitors and in 2021 voted to have a new taxing district north of Choctawhatchee Bay, complementing the existing South Walton Tourist Development Tax (TDT) region.
From there the tourism department undertook the expanded mission of promoting the entire county as a top-tier tourist destination. The challenge was to build awareness of North Walton attractions while not undermining the valuable brand recognition South Walton has cultivated in recent years. Indeed, unaided awareness of the term “South Walton” grew from 7.1 percent to 28 percent between 2014 and 2020.
Working with members of the North Walton Advisory Committee, the tourism team began to craft the imagery that identified the area north of the Choctawhatchee Bay as its own desirable destination. The process started with a deep dive into all the unique attributes and experiences of the area, creating a clearer picture of what really sets the destination apart. After all research findings were analyzed, a strong brand vision emerged.
“Beyond the Beach” gives a nod to the sugar-white sand that South Walton is so well-known for, while also speaking to all the incredible activities that await when you start exploring past these beach neighborhoods.
This branding gave a fresh identity to the variety of shopping, dining and activities found in the municipalities just to the north, encompassing Freeport, Paxton and DeFuniak Springs.
Meanwhile, the research continues today. The tourism department already utilizes visitor tracking studies to learn more about the South Walton visitor – who they are, why they visit, what they enjoy, and how their experience can be enhanced. The results guide marketing initiatives and campaigns that drive visitation. Now, we will be conducting similar visitor tracking north of the Bay to help pinpoint areas for promotion there, as well.
The study also includes direct surveys of visitors while they are in the area, as well as brief email follow-ups shortly after their trip has ended. However, the team can’t do this alone. Your participation is essential to our research success! You can get involved in one of three ways:
- Allowing Downs & St. Germain Research to survey on-site at your business
- Sending out a survey invitation by email to your guests
- Sending your email database of guests to Downs & St. Germain Research for them to send out the survey
In return for participating, you will receive a free, detailed report of only your guests. These personalized findings will only be shared with your property.
To tell the full story of all Walton County’s offerings, the tourism department is now working to gather contact information and descriptions about all businesses located north of the Bay. These businesses will appear as listings on the tourism department website, as well as on social media and in a wide range of other marketing materials.
To have your business included, please provide your listing information to Lisa Foster with the Walton County Tourism Department, ([email protected]).
Overall, the tourism department is responsible for strengthening the brand that represents the incredible variety of the entire destination. Through creative marketing, an engaging social media presence and dedicated coordination with meeting planners, they promote a rich picture of how there’s something special here for each visitor.
Aside from simply generating awareness, the new “Beyond the Beach” branding will continue to have a strong economic impact through job creation and visitor spending. Visitors are also responsible for paying the majority of Walton County government revenues, saving each local household a considerable amount on their taxes.
In turn, the tourism department, which is completely funded by TDT, uses its resources to not only market our destination, but to support local communities.
This includes maintenance and upgrades to beaches, pathways and public access points, as well as promoting beach safety initiatives. With such a valuable return on investment, it’s no wonder why there’s so much excitement to spread the word about all that’s going on beyond the beach.
