TDC Minutes 09/23/2013 Tourist
Development
Council
Minutes
September 23 , 2013
September 23, 2013
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, September 23, 2013
LET IT BE REMEMBERED the Collier County Tourist Development Council
in and for the County of Collier, having conducted business herein, met on this date
at 9:00 AM in a REGULAR SESSION in Building "F" of the Government Complex,
Naples, Florida with the Following members present:
Chairman: Murray H. Hendel
Vice Chairman: Rick Medwedeff
Commissioner Henning
Susan Becker (Excused)
Clark Hill (Excused)
Robert Miller
Ed (Ski) Olesky
John Sorey, III
Larry Sacher (Excused)
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
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MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center, Administration Bldg. F, 3rd Floor
3299 East Tamiami Trail, Naples, Florida 34112
SEPTEMBER 23, 2013 9:00 am
Collier County Commission Chambers
* Requires TDC Action
1. Call to Order
2. Pledge of Allegiance
3. Roll Call
4. *Changes and Approval of Agenda
S. *Approval of TDC Minutes
a. * Regular Meeting 7/22/13
6. Presentations / Public Comment - (3 minutes each)
7. New Business
a. *Doctor's Pass Dredging Proiect
b. *FY 14 Strategic Marketing Plan
c. *Brazil Representation Services RFP
d. *Revised Tourism Travel Policy Resolution
e. *Promotes Tourism Definition
f. *FY 14 TDC Grant Agreements
8. Old Business
9. Marketing Partner Reports
a. Research Data Services
b. Paradise Advertising
c. Lou Hammond & Associates — PR Services
d. Tax Collections
e. Miles Media - Website Activity
f. Sales & Marketing Technologies - Search Engine Optimization
g. Phase V - Fulfillment Services
10. Tourism Staff Reports
a. Director —Jack Wert
b. Sales & Marketing — Debi DeBenedetto
c. Public Relations & Communications — JoNell Modys
d. Film Office — Maggie McCarty
e. Sports Marketing — Chris O'Brien
f. International Representatives — Jack Wert
g. Visitor Centers — Nancy Kerns
11. Detailed Staff Reports
12. Council Member Discussion
13. Next Scheduled Meeting Date /Location — Oct. 28, 2013 — 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor, 3299 East Tamiami Trail,
Naples, Florida 34112
14. Adjournment
All interested parties are invited to attend, and to register to speak and to submit their objections, if
any, in writing, to the board prior to the meeting if applicable.
For more information, please contact Jack Wert at (239) 252 -2402.
If you are a person with a disability who needs any accommodation in order to participate in this
proceeding, you are entitled, at no cost to you, to the provision of certain assistance. Please contact
the Collier County Facilities Management Department located at 3335 Tamiami Trail East, Suite 101,
Naples, FL 34112 -5356, (239) 252 -8380.
Public comments will be limited to 3 minutes unless the Chairman grants permission for additional
time.
Collier County Ordinance No. 99 -22 requires that all lobbyists shall, before engaging in any lobbying
activities (including, but not limited to, addressing the Board of County Commissioners) before the
Board of County Commissioners and its advisory boards, register with the Clerk to the Board at the
Board Minutes and Records Department.
September 23, 2013
Any persons in need of the verbatim record of the meeting may request a copy of the video
recording from the Collier County Communications and Customer Relations Department or view
online.
1. Call to Order — Chairman Hendel
Chairman Hendel called the meeting to order at 9:00 A.M.
2. Pledge of Allegiance
Pledge of Allegiance was recited.
3. Roll Call
A quorum was established.
4. Changes and Approval of Agenda
Mr. Hendel requested the Council add Item #7.a.1 to the Agenda — Beach Renourishment
Update.
The Council reached consensus on adding the item to the Agenda. Commissioner Henning
opposed.
The Council unanimously approved the Agenda as modified.
5. Approval of TDC Minutes
a. Regular Meeting 7/22/13
Mr. Sorey moved to approve the minutes of the July 22, 2013 meeting as presented.
Second by Mr. Olesky. Carried unanimously 6 — 0.
6. Presentations /Public Comment - (3 minutes each)
None
7. New Business
a. Doctor's Pass Dredging Project
Gary McAlpin presented the Executive Summary "Recommendation to award Invitation to
Bid (ITB) No. 13 -61 S5 for the Dredging of Doctors Pass to Orion Marine Construction, Inc.
in the amount of $733,078.77,- authorize the Chairwoman to execute a County Attorney
approved contract; make a finding that this item promotes tourism; and approve all
necessary budget amendments" dated September 23, 2013 for consideration.
Commissioner Henning moved to recommend the Board of County Commissioners award
Invitation to Bid (ITB) No. 13 -61 SS for the Dredging of Doctors Pass to Orion Marine
Construction, Inc. in the amount of $733,078.77 and makes a finding the item promotes
tourism as the dredged sand will be placed on the public accessed beach south of the Pass.
Second by Mr. Sorey. Carried unanimously 6 — 0.
a.l Beach Renourishment Update
Gary McAlpin reported:
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September 23, 2013
• The bids for the work necessary to renourish the beaches were approved by
the BCC on 9/10/13.
• The total cost of the project is $9.4M and is proposed to be awarded to 2 truck
haul vendors, Eastman Aggregates (95k cy at $3.5M + / -) and Phillips and
Jordan (155k cy at $5.9M + / -).
• The sand will be obtained from Stewart Mines in Immokalee via a pass thru
cost to the County.
• County Staff will inspect the sand during loading at the mines and Atkins
North America will provide quality assurance for the project including
adherence to permit requirements, monitoring of the project, etc.
• The truck routes are being coordinated by staff and are still under review by
the necessary agencies including Lee County Transportation Dept., FDOT and
the Collier County Sheriffs' Dept.
• The agreement with Pelican Bay to fund their portion of the renourishment
will be executed before any sand is placed on the beaches.
• The Doctors Pass dredging project is integrated into the project.
• The Florida Department of Environmental Protection approved the permit for
the work with a request for an Administrative Hearing denied. That denial has
been appealed by the party who sought the hearing
• The work is anticipated to initiate no later than November 1, 2013.
Sneaker
Bob Krasowski reported the request for an Administrative Hearing is based on concerns
the work being conducted during a portion of turtle nesting season.
b. FY 14 Strategic Marketing Plan
Jack Wert presented the Executive Summary "Review and make recommendation to the
Board of County Commissioners to approve the Fiscal Year 2014 Strategic Marketing Plan
for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a
finding that this item promotes tourism" dated September 23, 2013 for consideration. He
presented a slideshow on the plan noting:
• The plan identifies strategies and tactics for the 2014 marketing of domestic and
international leisure tourism and group meetings in the County.
• Flexibility is built into it so adjustments may be made as necessary to meet the goals
of the plan.
• The plan incorporates Tourism Industry Roundtable input and is scheduled to be
presented to the Collier County Lodging and Tourism Alliance on 9/27/13.
• The plan is scheduled to be heard by the Board of County Commissioners on October
22, 2013.
• The Convention and Visitors Bureau and its partners received several awards in 2012
including 1 Gold, 2 Silver and 2 Bronze Flagler Awards and a 2013 Pinnacle Award
for an "Outstanding Meeting Destination" from the Successful Meetings Magazine.
The Council commended staff and its partners efforts in achieving a banner year for
tourist tax revenue and the direct/indirect economic benefits associated with the business.
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September 23, 2013
Commissioner Henning left the meeting at 9:57 a.m.
Under Council discussion, the following was noted:
• Medical Tourism continues to be pursued, particularly on the Group Meetings
platform.
• Expanding air service into the region continues to be a priority as it is the biggest
challenge the region faces versus its competition.
• Staff reported the representatives of the Collier County Museum are developing a
marketing plan in an effort to reduce dependency on Tourist Development Tax
monies to fund Operating Expenses.
The Council requested Staff to submit the County Owned Museums Plan to them for
review when it is completed.
Mr. Medwedeff moved to recommend the Board of County Commissioners approve the
Fiscal Year 2014 Strategic Marketing Plan for the Naples, Marco Island, Everglades
Convention & Visitors Bureau and makes a finding the expenditure promotes tourism.
Second by Mr. Sorey. Carried unanimously 5 — 0.
Break: 10:30 a.m.
Reconvened: 10:40 a.m.
c. Brazil Representation Services RFP
Jack Wert presented the Executive Summary "Recommendation to approve the selection
and contract of Aviareps for representation services in Brazil, authorize the Chair to sign a
County Attorney approved contract, and make a finding that this expenditure promotes
tourism" dated September 23, 2013 for consideration. He reported the proposal is to partner
with the Palm Beach CVB at approximately $50,000 each for the representation for a 3 year
contract.
Mr. Sorey moved to recommend the Board of County Commissioners approve the contract
with Aviareps for representation services in Brazil, and makes a finding that the
expenditure promotes tourism. Second by Mr. Medwedeff. Carried unanimously 5 — 0.
d. Revised Tourism Travel Policy Resolution
Jack Wert presented the Executive Summary "Recommendation to approve an amendment
to the Tourism Travel Expense Resolution 2006 -40 related to County Purchasing Card limits
and make a finding that this item promotes tourism" dated September 23, 2013 for
consideration.
Mr. Sorey moved to recommend the Board of County Commissioners approve an
amendment to the Tourism Travel Expense Resolution 2006 -40 related to County
Purchasing Card limits and makes a finding that the item promotes tourism.
Second by Mr. Medwedeff. Carried unanimously 5 — 0.
e. Promotes Tourism Definition
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September 23, 2013
Colleen Greene presented the Executive Summary "Recommendation to adopt criteria
defining and classifying activities using tourist tax revenue that 'promotes tourism" dated
September 23, 2013 for consideration. She noted the criteria are to be used as guidelines to
assist the County in making determinations if items qualify for funding utilizing Tourist
Development Tax funds. The BCC will still have the authority to approve expenditures
should they determine an item not identified in the guidelines "promotes tourism."
Mr. Olesky moved to recommend the Board of County Commissioners adopt criteria
defining and classifying activities using tourist tax revenue that `promotes tourism"
subject to deleting Category "C.I " - County Owned Museums Operating Costs.
Second by Mr. Sorey. Carried unanimously S — 0.
L FY 14 TDC Grant Agreements
Jack Wert presented the Executive Summary "Recommend to approve and authorize the
Chairwoman to execute FY 14 Tourism Agreements for Category B Grant Agreements
totaling $50, 000 and Category C -2 Grant Agreements totaling $40, 000, waive the multiple
year funding level guidelines in the FY 14 Category B grant application due to the past
performance of both events and importance to the community and make a finding that this
expenditure promotes tourism" dated September 23, 2013 for consideration.
Mr. Sorey moved to recommend the Board of County Commissioners execute FY14
Tourism Agreements for Category B Grant Agreements totaling $50,000 and Category C -2
Grant Agreements totaling $40,000, waive the multiple year funding level guidelines in the
FY 14 Category B grant application due to the past performance of both events and
importance to the community and makes a finding that the expenditure promotes tourism.
Second by Mr. Medwedeff. Carried unanimously S — 0.
8. Old Business
None
9. Marketing Partner Reports
Jack Wert presented the PowerPoint document "Marketing Partner Reports — September 23,
2013" including the following reports presented and /or submitted by staff and consultants for
review by the Council members:
a. Research Data Services — Dr. Walter Klages
"Collier County Tourism Research, September 23, 2013 — Research Data Services, Inc. "
The Council requested Staff to provide them with tourism related statistics (TDT
collections, visitation numbers, etc.) comparing the years 2007 - 2013
b. Paradise Advertising — Cedar Hames
"Advertising Report Paradise Advertising and Marketing, Inc. — TDC, September 23, 2013 "
— Included in Item #7. b.
c. Lou Hammond & Associates — PR Services — Jonell Modys
September 23, 2013
"National Public Relations Report — National Public Relations Update — TDC Meeting
September 23, 2013. "
d. Tax Collections — Jack Wert
"Tourist Tax Collections — Collier County Tax Collector — September 23, 2013 "
e. Miles Media - Website Activity — Jack Wert
"Website — Miles Partners, Inc. "
C Sales & Marketing Technologies, Inc. - Search Engine Optimization — Jack Wert
"Search Engine Services — Sales and Marketing Technologies, Inc. "
g. Phase V - Fulfillment Services — Jack Wert
"Fulfillment Services — Phase IV"
10. Tourism Staff Reports
The following reports were provided by Staff:
a. Director — Jack Wert
b. Sales & Marketing — Jack Wert
c. Public Relations & Communications — Jonell Modys
d. Film Office — Jack Wert
e. Sports Council — Chris O'Brien
f. International Representatives — Jack Wert
g. Visitor Centers — Nancy Kerns
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
None
13. Next Scheduled Meeting Date/Location — October 28, 2013 — 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 East Tamiami Trail, Naples, Florida 34112
There being no further business for the good of the County, the meeting was adjourned
by order of the chair at 11:22 A.M.
COLLIER COUNTY TOURIST
DEVELOP UNCI
airman, Murray Hendel
These minutes app ed by the Board /Committee on Al eIll- �gt "&
as presented or as amended
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