TDC Minutes 06/23/2014 Tourist Development
Council
Minutes
June 23 , 2014
June 23, 2014
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOP AL
COUNCIL MEETING 1
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Naples, Florida, June 23, 2014
By
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: Commissioner Tim Nance (Excused)
Vice Chairman: Clark Hill (Excused)
Acting Chairman: John Sorey III
Murray H. Hendel
Susan Becker
Robert Miller
Ed (Ski) Olesky
Larry Sacher (Excused)
Rick Medwedeff
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ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Edward Finn, Budget Office
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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
June 23, 2014 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
5. *Approval of TDC Minutes
a. *Regular Meeting 5/29/14
6. Presentations/Public Comment -(3 minutes each)
7. New Business
a. * Work Order—Marco Island Central Beach Re-grade Project-Gary McAlpin
b. * CB&I Work Order—Local Government Funding Request Submittal -Gary McAlpin
c. * RFP No. 14-6257, "Doctor's Pass Jetty"—Gary McAlpin
d. * Grant Application Submittals for Collier County Sports Events—Rob Wells
8. Old Business
a. Museum Update—Ron Jamro
9. Marketing Partner Reports
a. Research Data Services—Walter Klages
b. Paradise Advertising-Cedar Hames
c. Lou Hammond &Associates—PR Services-JoNell Modys
d.Tax Collections-Jack Wert
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—Lori Lou Waddell
11. Detailed Staff Reports
12. Council Member Discussion
13. Next Scheduled Meeting Date/Location—July 28, 2014—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.
June 23, 2014
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—Commissioner Nance
The meeting 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.
Mr. Hendel moved to appoint Mr. Sorey to Chair the meeting in absence of the Chairman and
Vice Chairman. Second by Mr. Medwedeff. Carried unanimously 6—0.
4. Changes and Approval of Agenda
Mr. Olesky moved to approve the Agenda. Second by Ms. Becker. Carried unanimously 6— 0.
5. Approval of TDC Minutes
a. Regular Meeting 5/29/14
Ms. Becker moved to approve the minutes of the May 29, 2014 meeting as presented. Second
by Mr. Olesky. Carried unanimously 6—0.
6. Presentations/Public Comment- (3 minutes each)
None
7. New Business
a. Work Order—Marco Island Central Beach Re-grade Project - Gary McAlpin
Mr. McAlpin presented the Executive Summary"Recommendation to approve a Work Order
with Humiston and Moore Engineers to provide professional engineering services as needed by
the Marco Island Central Beach Re-grade project under Contract No. 13-6164-CZ for a Time
and Material amount not to exceed$169,724; authorize the County Manager or his designee to
execute the work order, approve necessary budget amendment, and make a finding that this item
promotes tourism, Project No. 90062" dated June 23, 2014 for consideration. He noted:
• The scope of work is to complete the professional engineering services required to
eliminate long term ponding that occurs in the beach areas.
• Historically, the area has been laser graded, but Staff has determined the activity is not
effective in solving the problem.
• The proposal is to re-grade the beach areas creating a positive seaward slope at a cost of
approximately $1M.
Mr. Medwedeff moved to recommend that the Board of County Commissioners approve a
Work Order with Humiston and Moore Engineers to provide professional engineering services
as needed by the Marco Island Central Beach Re-grade project under Contract No. 13-6164-
CZfor a Time and Material amount not to exceed$169,724;authorize the County Manager or
his designee to execute the work order, approve necessary budget amendment, and hereby
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June 23, 2014
finds the item promotes tourism (Project No. 90062). Second by Miller. Carried unanimously
6-0.
b. CB&I Work Order—Local Government Funding Request Submittal-Gary McAlpin
Mr. McAlpin presented the Executive Summary "Recommendation to approve a Work Order
with CB&I Coastal Planning&Engineering, Inc. to provide assistance with The Florida
Department of Environmental Protection (FDEP) 2015-2016 Local Government Funding
Request(LGFR)Submittal under Contract No. 13-6164 for a Time and Material amount not to
exceed$9,979; authorize the County Manager or his designee to execute the work order and
make a finding that this item promotes tourism (Project No. 80165)"dated June 23, 2014 for
consideration. He noted:
• The scope of work is for consultants to assist the County in determining beach areas
eligible for FDEP reimbursement funding at a rate of 33 percent.
• The area from Doctors Pass, South to the Naples Pier will be surveyed to determine the
areas eligible.
• The beaches in the Park Shore area are scheduled for the 2015 cycle and not included in
this scope of work.
Mr. Hendel expressed concern that the Park Shore area is not included in the scope of work
given the existing condition of the beaches in this area.
Mr. McAlpin reported that a formal request from the City of Naples would be required to
consider including these areas within this scope of work.
Mr. Sorey reported representatives of the City of Naples could be contacted to consider a
request to have this area included in the scope of work.
Mr. Hendel moved to recommend that the Board of County Commissioners approve a Work
Order with CB&I Coastal Planning& Engineering,Inc. to provide assistance with The
Florida Department of Environmental Protection (FDEP) 2015-2016 Local Government
Funding Request(LGFR)Submittal under Contract No. 13-6164 for a Time and Material
amount not to exceed$9,979 subject to the Park Shore beaches area being included as part of
the scope of work, and to authorize the County Manager or his designee to execute the work
order and hereby finds the item promotes tourism (Project No. 80165). Second by Mr.
Medwedeff. Carried unanimously 6—0.
c. RFP No. 14-6257, "Doctor's Pass Jetty"—Gary McAlpin
Mr. McAlpin presented the Executive Summary "Recommendation to approve the ranked list of
design professionals pursuant to RFP No. 14-6257, "Doctors Pass Jetty", authorize staff to
negotiate a contract with the top ranked firm for subsequent Board approval, and make a finding
that this item promotes tourism (Project No. 90029)" dated June 23, 2014 for consideration.
Mr. Olesky moved to recommend that the Board of County Commissioners approve the ranked
list of design professionals pursuant to RFP No. 14-6257, "Doctors Pass Jetty', authorize staff
to negotiate a contract with the top ranked firm for subsequent Board approval, and hereby
finds the item promotes tourism (Project No. 90029). Second by Mr. Hendel. Carried
unanimously 6—0.
d. Grant Application Submittals for Collier County Sports Events—Rob Wells
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June 23, 2014
Mr. Wert presented the Executive Summary"Recommend to approve the submittal of a grant
application for Collier County Sports Events for the total amount of$140,700 through the
Florida Sports Foundation Grant Program" dated June 23, 2014 for consideration.
Mr. Hendel moved to recommend that the Board of County Commissioners approve the
submittal of a grant application for Collier County Sports Events for the total amount of
$140,700 through the Florida Sports Foundation Grant Program. Second by Mr. Olesky.
Carried unanimously 6—0.
8. Old Business
a. Museum Update—Ron Jamro
Mr. Jamro provided the"Museum Budget FY2015 Tourist Development Council" for
information purposes. He presented a Slideshow on the proposed budget and related efforts by
the Department to increase revenue through outside activities such as travelling exhibits,rental
of facilities,premium guided tours and photographic reproductions.
Council discussion occurred on why the amount of dollars provided by Tourist Development
Council (TDC)remains at approximately $1.6M given the recommendation by the TDC that the
Department develop a plan to phase out the TDC funding and utilize other means of funding to
operate the museums (donations, reliance on the General Fund, etc.).
Staff reported the proposed budget is in conformance with the directive of the Board of County
Commissioners who did not adopt the TDC's recommendation of phasing out TDC funding of
the Department,but did approve a reduction in the percentage of TDC funds allocated to the
museums. The amount of funds proposed to be allocated, and currently allocated have increased
because the total Tourist Development Tax revenue is increasing for the County,thereby
increasing the amount of funds allocated to the Museum Department.
Mr. Medwedeff moved to recommend that the Board of County Commissioners:
1. Approve the FY2015 proposed Museum Department budget as presented by Staff.
2. Direct Museum Staff to develop a 5 year Strategic Plan for the Department,providing a
budget with diminishing reliance on Tourist Development Tax Funding with the goal of a
0 percent contribution of TDC funds within 5 years.
Second by Mr. Miller. Motion carried 5 "yes—1 "no." Mr. Olesky voted "no."
9. Marketing Partner Reports
Mr.Wert presented the Slideshow"Marketing Partner Reports—June 23, 2014"including the
following reports presented by Staff and Consultants:
a. Research Data Services—Dr.Walter Klages
"Collier County Tourism Research, May 2014—Research Data Services, Inc."
Council discussion occurred on the means available to correlate the increase of tourists visiting
the area to the funds expended on advertising and promotion activities (as opposed to increases
in tourism due to weather, economic and other factors).
Mr. Medwedeff reported one measure is an analysis of changes in competitive market share.
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June 23, 2014
The Council requested Staff and Consultants to provide an analysis on the value of funds
expended on advertising and promotions. The analysis should include data on the "digital"
booking of hotel rooms.
Break: 10:22 a.m.
Reconvened: 10:29 a.m.
b. Paradise Advertising—Cedar Hames/Larry Tolpin
"Advertising Report Paradise Advertising and Marketing, Inc. — TDC, June 23, 2014. "
c. Lou Hammond & Associates—PR Services—Jonell Modys
"National Public Relations Report—National Public Relations Update— TDC Meeting June 23,
2014. "
d. Tax Collections—Jack Wert
"Tourist Tax Collections—Collier County Tax Collector—June 23, 2014"
e. Miles Media -Website Activity—Jack Wert
"Website—Miles Partners, Inc. "
f. Sales & Marketing Technologies,Inc. - Search Engine Optimization—Jack Wert
"Search Engine Services—Sales and Marketing Technologies, Inc. "
g. Phase V-Fulfillmient Services-Jack Wert
"Fulfillment Services—Phase III"
10. Tourism Staff Reports
The following reports were provided by Staff:
a. Director—Jack Wert
b. Sales & Marketing—Debi Benedetti
c. Public Relations & Communications—Buzzy Ford
d. Film Office—Jack Wert
e. Sports Council—Jack Wert
f. International Representatives—Jack Wert
g. Visitor Centers—Jack Wert
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
Mr. Medwedeff reported that it has come to his attention that Commissioner Coyle would be
introducing an item for consideration at the June 24, 2014 BCC meeting. Whereby, a referendum
will be presented to the voters to opine on the existing percentages utilized to allocate the Tourist
Development Tax revenue and should it be altered. The alteration proposed would include reducing
the percentage of TDC tax revenues allocated to advertising and increasing the amount allocated to
beach renourishment. He expressed concern on the proposal given the recent increases in tourist tax
revenue.
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June 23, 2014
The Council discussed the ramifications of the proposed referendum and Staff provided a history of
the Tourist Development Tax which was originally adopted in 1992.
Mr. Medwedeff moved for the Tourist Development Council to recommend that the Board of
County Commissioners not approve the proposed referendum. Second by Mr. Miller. Motion
failed 3 `yes"—3 "no." Mr. Sorey,Mr. Hendel and Mr. Olesky voted "no."
13. Next Scheduled Meeting Date/Location—July 28,2014—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 11:05 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman, Commissioner Tim Nance
These minutes approved by the Board/Committee on V u 1 Z 7 �I l s presented or
as amended V
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