TDC Minutes 07/28/2014 Tourist Development
Council
Minutes
July 28 , 2014
July 28, 2014
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
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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
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 (via telephone)
Rick Medwedeff(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
July 28, 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 6/23/14
6. Presentations/ Public Comment-(3 minutes each)
7. New Business
a. *CP&E Work Order Develop Beach Maps-Gary McAlpin
b. *FY 15 Sports Event Grants-Chris O'Brien
c. *Florida Sports Foundation Grant Application Submittal-Chris O'Brien
d. *Funding Assistance Request for IMG Junior Golf Academy—Rob Wells
e. *Tourism Marketing Services RFP—Jack Wert
8. Old Business
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—Jo Nell 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—September 22, 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.
July 28, 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
Ms. Becker moved for Mr. Sorey to act as Chairman of the meeting. Second by Mr. Miller.
Carried unanimously 5— 0.
2. Pledge of Allegiance
Pledge of Allegiance was recited.
3. Roll Call
A quorum was established.
Mr. Olesky moved to allow Mr. Sacher to participate in the meeting via telephone due to an
extraordinary circumstance. Second by Ms. Becker. Carried unanimously 5—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 6/23/14
Ms. Becker moved to approve the minutes of the June 23, 2014 Meeting subject to the
following change:
• Page 2, Item 1 —Commissioner Nance was not present.
Second by Mr. Olesky. Carried unanimously 6—0.
6. Presentations/Public Comment- (3 minutes each)
None
7. New Business
a. CP&E Work Order to Develop Beach Maps - Gary McAlpin
Mr. McAlpin presented the Executive Summary"Recommendation to approve a Work Order
with Coastal Planning& Engineering, Inc. to develop beach map books under Contract #13-
6164-CZ for a time and material amount not to exceed$2,545 and make a finding that this item
promotes tourism (Project No. 80096)" dated July 28, 2014 for consideration. He reported:
• The maps encompass the beach area from the Lee County line to Goodland.
• They are updated every 5 years and utilize the latest information available for planning
beach projects, etc.
• The production of the books is funded through the department's operating account
budget.
Ms. Becker moved to recommend the Board of County Commissioners approve a Work Order
with Coastal Planning& Engineering, Inc. to develop beach map books under Contract#13-
6164-CZ, for a time and material amount not to exceed$2,545 and hereby finds the item
promotes tourism. Second by Mr. Hendel. Carried unanimously 6—0.
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July 28, 2014
b. FY15 Sports Event Grants- Chris O'Brien
Mr. 0' Brien presented the Executive Summary "Recommend approval of Tourist Tax funding
for sports events assistance program applications for FY15 totaling$9,500 and make a finding
that these events promote tourism" dated July 28, 2014 for consideration. He reported the
request is to assist in funding two events, the "FitNation Box Battles" and"Naples Holiday
Basketball Shootout."
Mr. Miller moved to recommend the Board of County Commissioners approve Tourist Tax
funding for sports events assistance program applications for FY15 totaling$9,500 and hereby
finds the item promotes tourism. Second by Mr. Hendel. Carried unanimously 6—0.
c. Florida Sports Foundation Grant Application Submittal- Chris O'Brien
Mr. 0' Brien presented the Executive Summary "Recommend to approve the submittal of a
grant application for a Collier County sports event for the total amount of$5,000 through the
Florida Sports Foundation Grant Program" dated July 28, 2014 for consideration. He reported
the grant will assist in funding the "HITS Triathlon"that will be held in January of 2015.
Ms. Becker moved to recommend the Board of County Commissioners approve the submittal
of a grant application for a Collier County sports event for the total amount of$5,000 through
the Florida Sports Foundation Grant Program and hereby finds the item promotes tourism.
Second by Mr. Olesky. Carried unanimously 6—0.
d. Funding Assistance Request for IMG Junior Golf Academy—Rob Wells
Mr.Wells presented the Executive Summary "Recommend approval of Tourist Development
Tax Category "B"funding to support the IMG Academy Junior World Golf Championship in
December, 2014 of up to $20,000"and make a finding that this expenditure promotes tourism"
dated July 28, 2014 for consideration. He reported the funds will be utilized to help support golf
course venues for the event that will be held in December of 2014.
Mr. Miller moved to recommend the Board of County Commissioners approve Tourist
Development Tax Category "B"funding to support the IMG Academy Junior World Golf
Championship in December, 2014 of up to $20,000 and hereby finds the item promotes
tourism. Second by Ms. Becker. Carried unanimously 6—0.
e. Tourism Marketing Services RFP—Jack Wert
Mr.Wert presented the Executive Summary "Recommendation to approve the selection and
negotiation of a contract with Paradise Advertising and Marketing, Inc. as a result of Request
for Proposal#14-6295, Tourism Marketing and Promotion and make a finding that this action
promotes tourism" dated July 28, 2014 for consideration. He reported:
• The County distributed approximately 1000 e-mail Requests for Proposal (RFP)to
vendors.
• A"pre-bid" conference was held and 7 vendors attended.
• The County ultimately received 5 responses to the RFP.
• The responses were reviewed by the County Manager's selection committee comprised
of two staff members from the Tourism Department, one staff person from the Office of
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July 28, 2014
Management and Budget and the Public Services Division and also a representative from
the Chamber of Commerce.
• The selection committee ranked Paradise Advertising the number one qualified vendor.
• Staff is seeking a recommendation to negotiate a contract with Paradise Advertising with
final approval required by the Board of County Commissioners.
• $4M plus an additional $450k for related fees has been earmarked for advertising and
promotions in the proposed FY15 budget.
Mr. Sorey moved to recommend the Board of County Commissioners approve the selection
and negotiation of a contract with Paradise Advertising and Marketing,Inc. as a result of
Request for Proposal#14-6295, Tourism Marketing and Promotion and hereby finds the item
promotes tourism. Second by Mr. Miller. Carried unanimously 6—0.
Mr. Sacher left the meeting at 9:24 a.m.
8. Old Business
Destination Marketing Report
Mr. Wert provided the report "Destination Marketing Measurements—April 1 —June 2014" for
informational purposes. It is submitted to the Board of County Commissioners on a quarterly basis
and identifies return on investment for marketing and promotion expenditures.
Council Members queried staff on the following:
• Given the hotel industry spends funds to advertise, as well as the County, if the County
increases their expenditures on promotions and advertising, do hoteliers have a tendency to
reduce their spending on advertising?Staff responded, they've verified hoteliers do not
decrease their spending during these times.
• Has the County reached the point where occupancy, at times, is"maxed out"and to
spend funds on advertising is not a prudent endeavor? Staff reported, the occupancy
is not "maxed out"at this point in time and the current atmosphere is not one of
"diminishing returns"for these expenditures. Further, during "maxed out" times
advertising continues to increase demand for the product, causing room rates to
increase which yields greater amounts of tourist tax revenue.
• Would it be prudent to scale back advertising expenditures during peak season and
concentrate on the off season?Staff reported, advertising has a residual impact on
consumers for 60—90 days following a program and reducing expenditures during peak
season may result in losses of market share.
The Council requested staff to submit a report to them on a regular basis as it is made available to
the Board of County Commissioners.
9. Marketing Partner Reports
Mr. Wert presented the Slideshow"Marketing Partner Reports—July 28, 2014"including the
following reports presented by staff and consultants:
a. Research Data Services—Dr.Walter Klages
"Collier County Tourism Research, July, 2014—Research Data Services, Inc. "
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July 28, 2014
The Council requested that Dr. Klages prepare a presentation on the methods utilized in
developing his reports.
b. Paradise Advertising—Cedar Hames/Larry Tolpin/Kera Holzinger
"Advertising Report Paradise Advertising and Marketing, Inc. —TDC July 28, 2014"
c. Lou Hammond & Associates—PR Services—Jonell Modys
"National Public Relations Report—National Public Relations Update—TDC Meeting
November 25, 2013. "
d. Tax Collections—Jack Wert
"Tourist Tax Collections—Collier County Tax Collector—July 28, 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- 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—Jack Wert
d. Film Office—lack Vert
e. Sports Council—Jack Wert
f. International Representatives—Jack Wert
g. Visitor Centers—Jack Wert
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
None
13.Next Scheduled Meeting Date/Location—September 22,2014—9:00 a.m.
Collier County Government Center,Administration Bldg. F,3rd Floor,
3299 Tamiami Trail East,Naples,Florida 34112
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July 28, 2014
xxxxx
There being no further business for the good of the County, the meeting was adjourned by
order of the chair at 10:46 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman, Commissioner Tim Nance
These minutes approved by the Board/Committee on Xi resented V or
as amended
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