TDC Minutes 11/23/2015 November 23, 2015
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, November 23, 2015
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 8:30 A.M. in
REGULAR SESSION in Building "F" of the Government Complex, Naples, Florida
with the following members present:
Chairman: Commissioner Penny Taylor
Vice Chairman: Rick Medwedeff
Clark Hill
Murray H. Hendel
Susan Becker
Robert Miller
Ed (Ski) Olesky
John Sorey, III
Larry Sacher
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Parker Medley, Sports Marketing
Barry Williams, Director, Parks and Recreation
1
MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center,Administration Bldg. F,3rd Floor
3299 Tamiami Trail East, Naples, FL 34112
November 23,2015 8:30 a.m.
* 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 10/26/15
6. Presentations/Public Comment (3 minutes each)
7. New Business
a. *2016 Beach and Inlet Monitoring Proposal - $166,919
b. *FBU Local Support- $60,270
c. *Funding Support for January-February Sports Events - $14,150
d. *December Basketball Tournament Sponsorships - $12,500
e. *RFQ#6477—Internet Marketing Services - $34,800
f. *Funding Request for Artificial Reef Documentary - $527,614
g. *Landscaping Improvements for Beach Park Facilities - $12,355
h. *TDT Grant Program Study by Collier Citizens Council
*TDT Allocations Workshop Report
j. *December TDC Meeting Discussion
8. Old Business
9. Marketing Partner Reports
a. Research Data Services—Walter Klages
b. Paradise Advertising-Nicole Delaney
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—Parker Medley
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—January 25, 2016 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.
November 23, 2015 •
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 Taylor
Commissioner Taylor called the meeting to order at 8:30 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 moved to approve the Agenda, subject to their hearing 7.f before 7.a. Second by Ms.
Becker. Carried unanimously 7- 0.
5. Approval of TDC Minutes
a. Regular Meeting 10/26/15
Ms. Becker moved to approve the minutes of the October 26, 2015 Meeting as presented. Second
by Mr. Hill. Carried unanimously 7—0.
6. Presentations/Public Comment - (3 minutes each)
None
Mr. Sorey arrived at 8.42 a.m.
Mr. Olesky arrived at 8:42 a.m.
7. New Business
f. Funding Request for Artificial Reef Documentary - $527,614 (this item was heard first)
Mr. Wert reported and Commissioner Taylor provided the Executive Summary "Recommendation
to procure services from Paradise Reef LLC. as a sole source provider for the production and
distribution of a documentary film, a short film and two film ads about Collier County's artificial
reefs in an amount not to exceed$527,614; to approve the necessary budget amendment in an
amount not to exceed$527,614; and make a finding the item promotes tourism" dated November 23,
2015 for consideration.
As an introduction to the item, the Council viewed the video "The Paradise Reef Project" which
outlined the scope of the undertaking of developing reefs off the Collier County coast.
Diane Flagg, Co-Chair of the Collier County Economic Recovery Task Force presented the item
highlighting the following:
• The project initiated in 2012 with the vision of constructing artificial reefs of the coast of
Collier County with the final reef being"deployed" in January of 2015.
• There are 36 reefs in 6 clusters in the areas of Marco Island, City of Naples and the Collier
County beaches.
• Studies indicate movies and TV shows often influence individuals when they are making
decisions on areas to visit for vacations.
• There is a history of tourism departments funding documentaries. In Australia$1.5M was
2
November 23, 2015
spent on an endeavor; in the United States Tennessee, Virginia and Kentucky have all
funded films.
• The film will be distributed through public television stations by WGCU.
• Any unused footage will be made available to the Citizens and Convention Bureau (CVB) for
promotional use at no cost other than those associated with editing at $200/hour.
• Should the footage be used for promotions,there may be marketing grants available to the
CVB from the State of Florida.
• Two, 30-second promotional videos (a value of$129,000) are included in the proposal for
use by the CVB in their advertising campaigns.
Harry Julian, Marine Team International provided an overview of his company's proposal noting
they have worked on many high level Hollywood films. He resides in the area and is undertaking
the project for environmental reasons and will not be making any money on the film.
John Stewart, filmmaker reported he resides in the area and wishes to make the film for
conservation and environmental preservation reasons.
Rick Johnson,WGCU reported the film will be made available to 172 American public television
stations.
Under Committee discussion the following was noted:
• The distributor cannot guarantee 172 stations will choose to show the film, but a high quality
project such as this is a strong incentive for stations to show the film.
• WGCU will have exclusive rights to the film.
• There will be further opportunities for the series, given the reefs have just been deployed and
a historic timeline may be developed.
• The reef project was funded with $1.3M in grants from the Deep Horizon Oil Spill, with
private donations and without the use of taxpayer funds.
Mr. Medwedeff questioned staff on the viability of the proposal and which accounts would fund the
project should the proposal be approved?
Mr. Wert reported:
• The amount of funds requested is similar to one season of marketing for one seasonal
marketing campaign (i.e. Chicago).
• Funds in the total amount of$500,000 are currently available in Category B Marketing
Reserves with $500,000 remaining in the separate emergency fund.
• Studies indicate documentaries do have a direct return for tourism marketing but did have a
concern on authorizing the full amount of funds requested.
• He estimates it would take 1 —2 years to restore the funds to the account, should $500,000
be expended on the project.
Mr. Hendel move to recommend the Board of County Commissioners procure services from
Paradise Reef,LLC. as a sole source provider for the production and distribution of a
documentary film, a short film and two film ads about Collier County's artificial reefs in an
amount not to exceed$527,614; to approve the necessary budget amendment in an amount not to
exceed$527,614 and hereby finds the item promotes tourism. Second by Mr. Hill.
3
November 23, 2015 r
Mr. Miller expressed concern on the proposed expenditure as there are no guarantees to the number
videos WGCU distributes; if it does not occur as propose, the County may not see a benefit from the
funds expended.
Mr. Stewart noted that over time a third party such as Netflix, Hula, etc. could pick up the film for
showing.
Mr. Johnson noted approximately 140 million households view PBS programming.
Joanne Markiewicz, Procurement Services Division noted the sole service provider issue would
need to be determined by the Board of County Commissioners who would utilize criteria, such as
was adequate public notice given and viable opportunities offered to those who wish to film the
ongoing activity.
Mr. Sacher moved to call the question.
Without a second the motion was not considered.
Ms. Flagg reported that public notice was given to all parties including the Collier County Film
Commission for opportunities to document the project. Now that the project is complete,the current
party proposing the project is the only party that has historical footage to create the documentary.
Speakers
Krista Cartee, Priority Marketing spoke in support of the project as it is will provide an economic
benefit to the area.
Steve Harrington, supports the project, noting there is a risk but there should be an economic return
in the investment in as little as one year.
Holly Boldrin, Priority Marketing spoke in support of the project.
Jack Ahern, Co-Chair Collier County Economic Recovery Task Force supports the project as is;
an economic opportunity for the area and the film will also highlight the area beaches and estuaries.
Peter Flood, originator of the artificial reef project spoke in support of the proposal noting, not only
will the film act as promotion for the area, there are other promotional spots made available for the
CVB's exclusive use included with the proposal.
Motion carried 8 "yes"—1 "no." Mr. Miller voted "no."
a. 2016 Beach and Inlet Monitoring Proposal- $166,919
Mr. McAlpin presented the Executive Summary "Recommendation to approve a proposal from
Humiston &Moore dated November 10, 2015 for the Collier County Beaches and Inlets Annual
Monitoring for 2016; approval of a Work Order under Contract #15-6382 Grant Funded
Professional Services for Coastal Zone; authorize the County Manager or his designee to execute
this work order and make a finding that this expenditure promotes tourism (Project No. 90536)"
dated November 23, 2015 for consideration. He noted the proposal includes surveys, data collection,
monitoring and reporting for Collier County Beaches and Inlets for Wiggins Pass, Doctors Pass,
South Marco and the Vanderbilt, Park Shore, Pelican Bay and Naples Beaches. It will be utilized to
determine beach renourishment or other work necessary in the areas for 2016.
Mr. Sorey moved to recommend the Board of County Commissioners approve a proposal from
Humiston & Moore dated November 10, 2015 for Collier County Beaches and Inlets Annual
4
November 23, 2015
Monitoring for 2016; approve a Work Order under Contract#15-6382, Grant Funded
Professional Services for Coastal Zone; authorize the County Manager or his designee to execute
the work order and hereby finds the item promotes tourism. Second by Mr. Olesky. Carried
unanimously 9—0.
b. FBU Local Support- $60,270
Mr. Medley presented the Executive Summary "Recommend approval of Tourist Tax Category "B"
funding to support The December 2015 Football University (FBU)National Championship up to
$60,270 and, make a finding that these expenditures promote tourism" dated November 23, 2015 for
consideration.
Mr. Hendel moved to recommend the Board of County Commissioners approve of Tourist Tax
Category "B"funding to support The December 2015 Football University (FBU)National
Championship up to $60,270 and hereby finds the item promotes tourism. Second by Ms. Becker.
Carried unanimously 9— 0.
c. Funding Support for January-February Sports Events - $14,150
Mr. Medley presented the Executive Summary "Recommend approval of Tourist Tax Category "B"
funding to support three upcoming FY 16 sports events up to $ 14,150.00 and make a finding that
these expenditures promote tourism" dated November 23, 2015 for consideration. The events to be
funded include the InfoSport Pro Soccer Combine,NFHCA(National Field Hockey Coaches
Association) Convention and Recreation Tournament and the Wounded Warrior Amputee Softball.
Mr. Sacher moved to recommend the Board of County Commissioners approve Tourist Tax
Category "B"funding to support three upcoming FY16 sports events up to $ 14,150.00 and
hereby finds the item promotes tourism. Second by Mr. Olesky. Carried unanimously 9—0.
d. December Basketball Tournament Sponsorships - $12,500
Mr. Medley presented the Executive Summary "Recommend approval of Tourist Tax Category "B"
funding to sponsor two upcoming December 2015 sports events, The Gulfshore Holiday Hoopfest
and The Naples Holiday Shootout, totaling$12,500.00 and make a finding that these expenditures
promote tourism" dated November 23, 2015 for consideration. The funding amounts requested are
$5,000 for the Gulfshore Holiday Hoopfest and $7,500 for The Naples Holiday Shootout.
Mr. Olesky moved to recommend the Board of County Commissioners approve Tourist Tax
Category "B"funding to sponsor two upcoming December 2015 sports events, The Gulfshore
Holiday Hoopfest and The Naples Holiday Shootout, totaling $12,500.00 and hereby finds the
item promotes tourism. Second by Ms. Becker. Carried unanimously 9— 0.
e. RFQ #6477—Internet Marketing Services - $34,800
Mr. Wert presented the Executive Summary "Recommendation to award RFQ #6477 to Atilus for
Internet Marketing Services make a finding that this expenditure promotes tourism" dated November
23, 2015 for consideration. He noted the contract was "bid out" and the department received 15
responses and the lowest qualified bidder was Atilus of Bonita Springs, FL. The funds have been
budgeted for FY16 and will be utilized for search engine optimization.
Mr. Sacher moved to recommend the Board of County Commissioners award RFQ#6477 to
5
November 23, 2015
Atilus for Internet Marketing Services and hereby finds the item promotes tourism. Second by
Ms. Becker. Carried unanimously 9—0.
g. Landscaping Improvements for Beach Park Facilities - $12,355
Mr. Williams presented the Executive Summary "Recommendation to approved three (3) Work
Orders to McGee &Associates for a total amount of$12,355 for landscape design services at beach
park access and parking locations and make a finding that these expenditures promote tourism"
dated November 23, 2015 for consideration. He noted the locations for the scope of work are North
Gulf Shore Access and Parking, South Marco Parking Lots and South Marco Beach Park Access.
Mr. Sacher moved to recommend the Board of County Commissioners approve three (3) Work
Orders to McGee &Associates for a total amount of$12,355 for landscape design services at
beach park access and parking locations and hereby finds the item promotes tourism. Second by
Mr. Olesky. Carried unanimously 9—0.
h. TDT Grant Program Study by Collier Citizens Council
Mr. Wert presented the Executive Summary "Review of Study on Tourism Grant Program by
Collier Citizens Council" dated November 23, 2015 for consideration. A summary of the findings
developed by the Citizens Council included:
1. Publicize the grant criteria earlier and more widely, and the organizations that have received
this funding in the past. Use direct mail,press releases and local media articles.
2. Simplify the application and reimbursement process based on input from an ad hoc committee
from eligible organizations.
3. Establish a new category for events that do not directly attract tourists such as cultural arts
events.
Pat Bush, Collier Citizens Council was present and provided a brief overview on their endeavor.
Under Council/Staff discussion, the following was noted:
• There was approximately $415K available in FY14/15 grants and only $50K(approximate)
was utilized by applicants.
• Staff noted they have simplified the application process and met with representatives of the
County Clerk's Office to facilitate the expenditure validation process, however it may be
beneficial to convene a workshop with interested parties to further review the item.
• The Council expressed concern in regards to establishing a new category for events that do
not attract tourists, (although tourists may attend) is contrary to goals of the grant program.
Mr. Sorey moved to direct Staff to undertake the necessary measures to convene a workshop to
review the TDC Grant Guidelines. Second by Ms. Becker. Carried unanimously 9—0.
The Council reported the major participants shall include a representative from the TDC(Ms.
Becker), any organizations that have utilized or may potentially utilize the program, the Collier
Citizens Council and the Clerk of Courts.
i. TDT Allocations Workshop Report
6
November 23, 2015
Mr. Wert presented the Executive Summary Review and discuss report of the TDC Workshop on
November 16, 2015 regarding current allocations of the Collier County Tourist Development Tax
(TDT) dated November 23, 2015 for informational purposes. He provided an overview of the
workshop noting:
• The meeting included a review of the County's competitive set of destinations on tourist tax
items.
• Staff provided an overview on the history of the tourist tax in Collier County.
• Mr. McAlpin provided a report on funding for major beach renourishment projects and
projections indicate $29M will be available for beach renourishment by 2020.
• Those present were not in favor of raising the tourist tax rate from 4 percent to 5 percent.
• Those present determined current allocations for expenditures of tourist tax revenues should
remain"as is."
Mr. Hendel reported the original concept for initiating the tourist tax was for funding beach
renourishment and beach park facilities. He expressed concern on the current practice of yearly
truck-haul projects which may not be acceptable to the residents of the Vanderbilt Beach area.
Raising the tourist tax rate would provide additional funds to allow the County to complete major
renourishment projects on a longer term schedule.
Speaker
Ian Mckeag Collier Citizens Council expressed concern there may not be enough funds available
for a major beach renourishment project and a closely coinciding catastrophic storm event.
Ms. Becker moved to accept the Report "Collier County Tourist Development Council(TDC)
Workshop Meeting November 16, 2015." Second by Mr. Olesky. Motion carried 8 `yes"—1
"no." Mr. Hendel voted "no."
j. December TDC Meeting Discussion
Mr. Wert presented the Executive Summary "Discuss and recommend possible cancellation of
December 28, 2015 TDC Meeting dated November 23, 2015 for consideration.
Mr. Hill moved to cancel the regularly scheduled December Meeting. Second by Medwedeff.
Carried unanimously 9—0.
8. Old Business
None
Mr. Sorey left at 11:21 a.m.
9. Marketing Partner Reports
Mr. Wert presented the Slideshow"Marketing Partner Reports—November 23, 2015" including the
following reports presented by staff and consultants:
a. Research Data Services —Jack Wert
"Research Report—Klages Research and Research Data Services, Inc. "
Mr. Hendel left at 11:31 a.m.
7
November 23, 2015
b. Paradise Advertising—Cedar Hames/Nicole Delaney
Advertising Report Paradise Advertising and Marketing, Inc—November 23, 2015. "
c. Lou Hammond & Associates—PR Services—Jack Wert
"Public Relations Update TDC Meeting LHA Agency & CVB PR Highlights Report October—
November 12" -November 2015.
d. Tax Collections—Jack Wert
"Collier County Tax Collector's Tourist Tax Collections"
e. Miles Partners, Inc.—Website Activity—Buzzy Ford
"Web Site Analytics"
f. Sales & Marketing Technologies, Inc. - Search Engine Optimization—Jack Wert
"Search Engine Services"
g. Phase V - Fulfillment Services—Jack Wert
"Phase V Fulfillment Services"
10. Tourism Staff Reports
The following reports were submitted by staff:
a. Director—Jack Wert
b. Sales & Marketing—Debi Benedetti
c. Public Relations & Communications—Jonell Modys
d. Film Office—Jack Wert
e. Sports Council—Jack Wert
f. International Representatives—Jack Wert
g. Visitor Centers—Lori Lou Waddell
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
Ms. Becker reported the 3`d St. Visitor's Center has nearly exhausted their supply of Portuguese
language Visitor Guides.
13. Next Scheduled Meeting Date/Location—January 25, 2016—8:30 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 East Tamiami Trail, Naples, Florida 34112
8
November 23, 2015
X X X X X
There being no further business for the good of the County, the meeting was adjourned by order
of the chair at 11:55 A.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Q1;1,jo
Chairman, Co missioner Penny Taylor
These minutes approveI by the Board/Committee on as presented
or as amended
9