TDC Minutes 10/28/2013 Tourist
Development
Council
Minutes
October 28 , 2013
October 28, 2013
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, October 28, 2013
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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
Clark Hill
Robert Miller
Ed (Ski) Olesky
John Sorey III
Larry Sacher
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Ed Finn, Budget Analyst
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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
October 28, 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 Meetine 9/23/13
6. Presentations / Public Comment - (3 minutes each)
7. New Business
a. *European Research Proiect Report
b. *Quarterly Financial Review_
c. *UK Research Study
d. *December Meeting Schedule
8. Old Business
a. Beach Renourishment Update
9. Marketine 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 — Jack Wert
11. Detailed Staff Reports
12. Council Member Discussion
13. Next Scheduled Meeting Date /Location — Nov. 25, 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.
October 28, 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. Sorey moved to approve the Agenda. Second by Mr. Hill. Carried unanimously 9 — 0.
5. Approval of TDC Minutes
a. Regular Meeting 9/23/13
Ms. Becker moved to approve the minutes of the September 23, 2013 meeting as submitted.
Second by Mr. Olesky. Carried unanimously 9 — 0.
6. Presentations /Public Comment - (3 minutes each)
Penny Taylor, Florida Humanities Council addressed the TDC on a recent analysis completed
by the Florida Department of State on a survey conducted on the results of the "VIVA Florida 500"
campaign celebrating 500 years since Ponce De Leon's discovery of Florida. The Program
resulted in $2.5513 in direct spending from year long celebration which occurred from August of
2012 to August of 2013. She will provide the TDC with a copy of the report for their review.
7. New Business
a. European Research Project Report
Mr. Wert presented the Slideshow "Collier County Tourism Research — European Research
2013, Research Data Services, Inc. October 2013" for information purposes. The presentation
outlined Staff's findings from research conducted in August of 2013 on the German tourist
market.
b. Quarterly Financial Review
Mr. Wert presented the Executive Summary "Tourist Tax Development Financial Review "
dated October 28, 2013 for information purposes and outlined the financial status of the
Department.
Ed Finn, Budget Analyst reported any excess funds from the FYI budget will be distributed
to the FYI budget based on the funding allocations required under the Ordinance governing
the Tourist Development Council.
The Council requested Staff to:
1. In future reports, identify any significant variances in the budget (i.e. Adopted vs. Actual,
etc.) and provide a brief explanation on the reason for the variance.
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October 28, 2013
2. Identify the status of any existing capital projects allocated to Fund 183 — "Capital
Outlay" and provide the information to them for review.
c. UK Research Study
Mr. Wert presented the Executive Summary "Recommendation to approve a Change Order
with Research Data Services, Inc. for a United Kingdom research project for a total cost of
$11,290" dated October 28, 2013 for consideration.
The Council recommended the project not only identify trends, but develop recommendations
to restructure marketing strategies if the results of the study indicate it is necessary.
Commissioner Henning sought clarification on if the vendor's hourly charge of $135 includes
travel expenses.
Mr. Wert reported per the contract with the vendor, there is an hourly rate charge of $135 for
services with travel expenses being billed above and beyond the hourly rate.
Mr. Medwedeff moved to recommend the Board of County Commissioners approve a
Change Order with Research Data Services, Inc. for a United Kingdom research project for
a total cost of $11,290. Second by Mr. Hill. Motion carried 8 "yes" —1 "no."
Commissioner Henning voted "no. "
d. December Meeting Schedule
Staff recommended the December Meeting be cancelled with a Special meeting to be held only
if business warrants.
Mr. Sorey moved to cancel the regularly scheduled Tourist Development Council meeting
for December, 2013. Second by Mr. Miller. Carried unanimously 9 — 0.
8. Old Business
a. Beach Renourishment Update
Chairman Hendel reported he has visited the site on numerous occasions and commended
those involved as the project at this point is running smoothly with minor disruptions to the
public.
Mr. McAlpin provided an update noting:
• The project initiated on 10/14/13 with approximately 85K tons of sand placed as of
10/22.
• The dredging of Doctor's Pass has been completed.
• A request for an Administrative Hearing has been filed by individuals. Staff, at this
point has determined the delay may compromise the ability to renourish the Pelican
Bay beach portion of the project.
Marco Island Laser Grading
Mr. McAlpin reported the laser grading historically conducted to alleviate ponding of water
on the Marco Island North beaches is not effective and he recommends discontinuing the
activity. Staff is investigating the feasibility of a "sand mining" project to alter the overall
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October 28, 2013
gradient and drainage in the area. The City of Marco Island has endorsed the concept which
would take approximately 24 months to complete including engineering, permits and the
physical work.
Speaker
Bob Krasowski reported he is a party to the Administrative Appeal for the Collier County
beach renourishment project and outlined his concerns on the proposed work.
Break: 10:10 a. m.
Reconvened: 10:18 a.m.
9. Marketing Partner Reports
Jack Wert presented the PowerPoint document "Marketing Partner Reports — October 28, 2013 "
including the following reports presented by Staff and Consultants:
a. Research Data Services — Dr. Walter Klages
"Collier County Tourism Research, October 28, 2013 — Research Data Services, Inc. "
b. Tax Collections — Jack Wert
"Tourist Tax Collections — Collier County Tax Collector — October 28, 2013 "
c. Paradise Advertising — Kera Holzinger
"Advertising Report Paradise Advertising and Marketing, Inc. — TDC October 28, 2013 "
d. Lou Hammond & Associates — PR Services — Jonell Modys
"National Public Relations Report — National Public Relations Update — TDC Meeting
October 28, 2013. "
e. Miles Media - Website Activity — Jack Wert
"Website —Miles Partners, Inc. "
L 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 submitted and/or provided by Staff:
a. Director — Jack Wert
b. Sales & Marketing — Debi Benedetto
c. Public Relations & Communications — Jonell Modys
d. Film Office — Maggie McCarty
e. Sports Council — Chris O'Brien
E International Representatives — Jack Wert
g. Visitor Centers — Nancy Kerns
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October 28, 2013
Mr. Wert reported Nancy Kerns has resigned her position as Coordinator of the Visitors
Centers.
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
Ms. Becker commended the Collier County Museum Staff on their efforts to increase marketing
and boost attendance at facilities.
Mr. Sorey reported there will be a public Halloween celebration on 5t' Ave. on 10/31/13.
13. Next Scheduled Meeting Date/Location — November 25, 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 11:00 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
an, Murray
These minutes approved by the Board/Committee o �'dk 05, do 3 as presented ✓z
or as amended
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