TDC Minutes 03/28/2016 March 28, 2016
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, March 28, 2016
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 AM in a
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 (Excused)
Robert Miller
Ed (Ski) Olesky
John Sorey, III
Larry Sacher
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Manager, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Barry Williams, Director, Parks and Recreation
Parker Medley, Sports Marketing
Michael Oybe, Sr. Sports Marketing Manager
1
3/28/2016 Collier County,FL:March 28,2016
March 28, 2016
MEETING AGENDA&NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center,Administration Bldg. F, 3rd Floor
3299 East Tamiami Trail, Naples, FL 34112
March 28, 2016 8:30 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 2/22/16
b. *Grant Workshop 1/11/16—continued to 3-28-16
6. Presentations/ Public Comment- (3 minutes each)
7. New Business
a. *Resolicitation of Tourism Marketing Services
b. *RFQ 16-6566 Media Monitoring Services
c. *RFP 16-6563 Tourism Research Services
d. *RFP 15-6520 Tourism Public Relations
e. *FBU Revised Funding Proposal for 2016 -2017
f. *Sports Marketing Event Support for May/June 2016 Events
g. *TDC Appointment Review
h. *Clam Pass Dredging-Pelican Bay Services District
i. *Seagate Drive Pathway Safety Improvements
j. *2016 Beach Renourishment Plan
k. *Collier Creek Dredging
httpi/www.colliergov.net/your-government/advisory-boards/tourist-development-council/tdc-agendas/march-28.2016 1/3
3/2W2016 Collier County,FL:March 28,2016
8. Old Business
a. Detailed Quarterly Financial Review—Information Only
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 —April 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.
http://www.colliergov.net/your-gaverrment/advisory-boards/Gaxist-development-council/tdc-age das/march-28-2016 2/3
March 28, 2016
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. Sacher moved to approve the Agenda subject to hearing Item #7.i after Item #7.a. Second by Mr.
Sorey. Carried unanimously 7—0.
5. Approval of TDC Minutes
a. Regular Meeting 2/22/16
b. Grant Workshop 1/13/16—continued to 3-28-16
Mr. Medwedeff moved to approve the minutes of the January 13, 2016 Grant Workshop and
February 22, 2016 Regular Meeting as presented. Second by Mr. Hill. Carried unanimously 7-
0.
6. Presentations/Public Comment - (3 minutes each)
Commissioner Taylor reported 3 Members (Murray Hendel, John Sorey, III and Rick Medwedeff) are
vacating the TDC and Mr. Hendel, Mr. Sorey and Mr. Medwedeff spoke on their service to County.
Mr. Olesky arrived at 8:41 a.m.
Mr. Wert presented the 2016 Adrian Awards Certificates (5 gold, 3 silver and 2 bronze) Paradise
Advertising received at the Hospitality Sales and Marketing Association event for their advertising
campaigns with Convention and Visitor's Bureau.
7. New Business
a. Re-solicitation of Tourism Marketing Services
Mr. Wert provided the Executive Summary "Recommendation for the Tourism Development
Council to recommend that the BCC elect not to approve the renewal of the Tourism Marketing and
Promotion Contract#14-6295 with Paradise Advertising and Marketing, Inc. and to re-solicit these
services for FY 17" dated March 28, 2016 for consideration.
Commissioner Taylor reported vendors have contacted her expressing concern on the awarding of
County contracts as the opportunities for vendors appear to be restricted.
The current contract is a term of 6 years with Administrative renewal required every 2 years. The
total contract size is $31M over a 6-year term and given it is at the stage of a 2-year renewal,
recommended the contract be let out for bid. The main purpose is for transparency reasons, not lack
of contract performance. She requested input from the public and Council on the recommendation.
2
March 28, 2016
Speaker
Krista Cartee, Priority Marketing of Southwest Florida, Inc. supports re-bidding of the contract
as there are many local vendors in the area who should be given an opportunity to provide a
proposal.
Mr. Sorey—does not support re-bidding the contract,performance by vendor has been good, review
again in 2 years.
Mr. Medwedeff—does not support re-bidding, changing vendors leads to a loss in momentum of the
advertising programs,the current vendor has a good performance record.
Mr. Hendel—supports re-bidding the contract as markets may have a tendency to change over time.
Mr. Sacher—supports re-bidding, performance of current vendor is good, but supports re-bidding
for transparency purposes.
Mr. Hill—does not support re-bidding the contract,the $31M expended by the County includes pass
through media costs with the vendor only receiving 15 percent commission as part of the contract
(Mr. Wert reported the firm received approximately$300,000 for services in Fiscal Year 2014 when
the total budget for promotions was $2.4M).
Mr. Miller—does not support re-bidding the contract, performance by current vendor has been great
and other firms had the opportunity to bid the services 2 years ago.
Mr. Sorey moved to recommend the Board of County Commissioners approve the renewal of the
Tourism Marketing and Promotion Contract#14-6295 with Paradise Advertising and Marketing,
Inc. and to not re-solicit these services for FY 17, but review the contract in 2 years when it is up
for renewal again. Second by Mr. Medwedeff.
Speaker
Hope Daley, Guerilla Media expressed concern much of the work associated with the contract is
"outsourced" and there are local companies that could provide the necessary services to support the
contract and should be given an opportunity to participate in the process.
Motion carried 4 "yes"—3 "no." Commissioner Taylor, Mr. Hendel and Mr. Sacher voted "no."
The Council requested staff to provide them an analysis of the actual monetary payments made to
Paradise Advertising and Marketing,Inc. absent of"pass through"costs.
i. Seagate Drive Pathway Safety Improvements
Mr. Williams presented the Executive Summary "Recommendation to approve change order #1 to
McGee &Associates for safety improvements to the sidewalk/pathway connecting the Collier County
parking lot at the end of Seagate Drive to the North Gulf Shore Boulevard beach access for$5,140
and make a finding that this expenditure promotes tourism" dated March 28, 2016 for consideration.
He noted the proposal is to widen the sidewalk area from 4.75 to 13 feet to increase carrying
capacity for cyclists, pedestrians and improve public safety.
Mr. Sorey moved to recommend the Board of County Commissioners approve change order#1 to
McGee &Associates for safety improvements to the sidewalk/pathway connecting the Collier
County parking lot at the end of Seagate Drive to the North Gulf Shore Boulevard beach access
3
March 28, 2016
for$5,140 and hereby finds the item promotes tourism. Second by Mr. Miller. Carried
unanimously 8— 0.
b. RFQ #16-6566 Media Monitoring Services
Mr. Wert presented the Executive Summary"Recommendation to award Invitation to Bid#16-
6566, Media Monitoring to Cision US Inc. and make a finding that this expenditure promotes
tourism" dated March 28, 2016 for consideration. He noted the services are specialized and no
local vendors responded to the invitation.
Mr. Medwedeff moved to recommend the Board of County Commissioners award Invitation to Bid
#16-6566, Media Monitoring to Cision US Inc. and hereby finds the item promotes tourism.
Second by Mr. Hendel. Carried unanimously 8—0.
c. RFP#16-6563 Tourism Research Services
Mr. Wert presented the Executive Summary "Recommendation to award RFP #16-6563 for
Tourism Research Services to Research Data Services, Inc., recommend approval of the County
Attorney approved contract, and make a finding that this item promotes tourism" dated March 28,
2016 for consideration. He noted 2 proposals were received from qualified vendors and the
Selection Committee recommended the contract be awarded to Research Data Services, Inc. The
funds for the services are available and approved in the FY16 budget.
Mr. Hendel moved to recommend the Board of County Commissioners award RFP#16-6563 for
Tourism Research Services to Research Data Services,Inc., recommend approval of the County
Attorney approved contract and hereby finds the item promotes tourism. Second by Mr.
Medwedeff. Carried unanimously 8—0.
d. RFP #15-6520 Tourism Public Relations
Mr. Wert presented the Executive Summary "Recommendation to award RFP #15-6520 for
Tourism Public Relations Services to Lou Hammond and Associates and recommend approval of the
County Attorney approved contract with a finding that this expenditure promotes tourism" dated
March 28, 2016 for consideration. He noted 7 proposals were received from qualified vendors and
the Selection Committee recommended the contract be awarded to Lou Hammond and Associates.
The funds for the services are available and approved in the FY16 budget. Estimates indicate the
County receives $9M of indirect advertising benefits from the services.
Mr. Medwedeff moved to recommend the Board of County Commissioners award RFP#15-6520
for Tourism Public Relations Services to Lou Hammond and Associates and recommend approval
of the County Attorney approved contract and hereby finds the item promotes tourism. Second by
Mr. Miller. Carried unanimously 8—0.
e. FBU Revised Funding Proposal for 2016 -2017
Mr. Wert presented the Executive Summary "Recommendation to approve the 2016 Football
University (FBU) event expenses using Category "B" Tourist Development Tax Funds with a local
support budget of$86,000, approved the attached contract with All American Games, and make a
finding that this expenditure promotes tourism" dated March 28, 2016 for consideration. He noted
the funds will be utilized to pay for stadium rental fees, team transportation, game officials and
trainers, trophies, security, etc.
4
March 28, 2016
Mr. Miller moved to recommend the Board of County Commissioners approve the 2016 Football
University (FBU) event expenses using Category "B" Tourist Development Tax Funds with a
local support budget of$86,000, approved the attached contract with All American Games and
hereby finds the item promotes tourism. Second by Commissioner Taylor. Carried unanimously
8-0.
f. Sports Marketing Event Support for May/June 2016 Events
Mr. Oybe presented the Executive Summary "Recommend approval of Tourist Development Tax
Category "B"funding to support the four upcoming FY 16 Sports Events up to $12,400.00 and make
a finding that these expenditures promote tourism" dated March 28, 2016 for consideration. He
noted the funds are proposed to be used for the FYSA (Florida Youth Soccer Association) State Cup
- $5,200, USTA (United States Tennis Association) Florida Women's Open Pro circuit - $2,000,
USSSA Collier Keep Calm&Playa Fastpitch - $2,000 and the Gulf Coast Lacrosse Classic - $3,200.
for a total of$12,400.
Mr. Sacher moved to recommend the Board of County Commissioners approve Tourist
Development Tax Category `B"funding to support the four upcoming FY 16 Sports Events up to
$12,400.00 and hereby finds the item promotes tourism. Second by Mr. Hendel. Carried
unanimously 8—0.
g. TDC Appointment Review
Mr. Wert presented the Executive Summary "Tourist Development Council (TDC)Appointment
Review" dated March 28, 2016 for consideration. He noted the following applications were received
by the County from individuals who wish to be seated on the Council: Owner/Operator(1 seat
available)—Mac Chaudhry;Non Owner/Operator(1 seat available)—Russell Burland,Nancy Kerns,
Albert Katz and Donald York; Elected Officials (2 seats available)—Larry Sacher, City of Marco
Island and a recommendation will be forthcoming in April for the City of Naples.
Speakers
Nancy Kerns, Russell Burland and Mac Chaudhry spoke on their desires to be seated on the
Council.
Mr. Sorey advised the Council on the qualifications of Donald York and Albert Katz.
Mr. Medwedeff moved to recommend the Board of County Commissioners appoint Mac Chaudhry
to the Tourist Development Council. Second by Mr. Sacher. Carried unanimously 8—0.
Mr. Sorey moved to recommend the Board of County Commissioners appoint Larry Sacher to the
Tourist Development Council. Second by Mr. Miller. Carried unanimously 8—0.
Mr. Sorey moved to recommend the Board of County Commissioners appoint Nancy Kerns to the
Tourist Development Council. Second by Mr. Medwedeff. Carried unanimously 8—0.
Commissioner Taylor moved to recommend the Board of County Commissioners appoint Albert
Katz to the Tourist Development Council.
Without a second the motion was not considered.
5
March 28, 2016
Break: 10:13 a.m.
Reconvened: 10:25 a.m.
h. Clam Pass Dredging-Pelican Bay Services District
Neil Dorrell,Pelican Bay Foundation presented the Executive Summary "Recommendation to
declare that emergency conditions exist at Clam Pass and in the Clam Bay Natural Resource
Protection Area (NRPA) and ratify staff actions to quickly mobilize a dredging firm to restore
sufficient tidal flushing prior to turtle nesting season, which starts on May 1, 2016" dated March 28,
2016 for consideration. He noted the proposed work is necessary to restore tidal flushing to prevent
further environmental damage to Clam Bay and the cost of the work is estimated at $459,800.
Mr. McAlpin reported the area is the responsibility of the Foundation, but it does require dredging
at this time and the estimated price of the work is similar to the 2007 dredging which cost $450,000.
Council discussion occurred on projections for the amount of County funds to be spent over the next
10 years on beach projects.
Mr. Sorey moved to direct Staff to prepare an analysis of the data available for County capital
projects for beaches and estuaries for the following time frames: The preceding 10 years (2006—
2016) and the next 10 years 2017—2027. The analysis is for information purposes and to include
Clam Pass and those areas encompassing the City of Marco Island. Second by Mr. Hendel.
Carried unanimously 8—0.
Mr. Sacher moved to recommend the Board of County Commissioners declare that emergency
conditions exist at Clam Pass and in the Clam Bay Natural Resource Protection Area (NRPA)
and ratify staff actions to quickly mobilize a dredging firm to restore sufficient tidal flushing prior
to turtle nesting season, which starts on May 1, 2016 and hereby finds the item promotes tourism.
Second by Mr. Olesky. Carried unanimously 8—0.
j. 2016 Beach Renourishment Plan
Mr. McAlpin presented the Executive Summary "Obtain a recommendation for approval of the
2016 Collier County Beach Renourishment Plan and make a finding that this item promotes
Tourism" dated March 28, 2016 for consideration.
He noted the request is divided into 5 areas highlighting the following:
1. Beach Renourishment
• The proposed renourishment for 2016 includes Vanderbilt Beach (30K cy); Park Shore
Beach (20—25K cy) and Pelican Bay Beaches (estimated at 10 -20K cy), to the extent
requested by the Pelican Bay Services Division who reimburses the County the costs of
the renourishment.
• Added to the proposal is renourishment of Sugden Park Beach, an allowed use of Tourist
Development Tax funds.
• The work will be initiated after turtle nesting season(11/1/16).
• The total estimate for the project is $3M - $4.5M and the specific bids for the work will
be returned to the Council for consideration as they become available.
• The Coastal Advisory Committee recommended approval of the proposed plan by a vote
of7-0.
6
March 28, 2016
2. Five Year Sand Supply
Approval for the supply would eliminate the County requirement to bid the material on a yearly
basis. Provide more flexibility and efficiency in scheduling the renourishment. The bid will
entail two portions, the sand source and the cost to haul the sand per mile. There are 3 sources
under consideration, Stewart Mine in Immokalee, a mine in Witherspoon and Lake Wales, Fl.
The specifications for the grains size of sand will be increased from .33" diameter to .40"
diameter which will allow for a steeper angle of repose, a more reliable source of sand and less
erosion.
3. Engineering Services
For the engineering services required for the project.
4. Sugden Lake Renourishment
Sugden Lake Beach is in need of renourishment which is an allowed use of TDC funds, no site
drawings or engineering design is required for the work.
5. Permit Restrictions
The newly issued permit restricts the trucks operations on Corkscrew Road to daylight hours.
Mr. Sorey moved to recommend the Board of County Commissioners approve the 2016 Collier
County Beach Renourishment Plan and hereby finds the item promotes tourism. Second by
Mr. Olesky. Carried unanimously 8—0.
k. Collier Creek Dredging
Mr. McAlpin presented the Executive Summary "Recommendation to accept Bid No. 16-6601
Collier Creek Interim Dredging from Waterfront Property Services, LLC dba Gator Dredging dated
2/18/2016 for a bid price of a$708,000; authorize anticipated mobilization savings of$120,000 to
be split equally between Collier County and the Hideaway Beach District through utilization of the
same contractor; authorize the Chairman to execute a contract to perform this work; authorize
necessary budget amendment; and make a finding that this item promotes tourism. Project No. 195-
90064" dated March 28, 2016 for consideration. He noted:
• The project has been approved by the County in response to a request by the City of
Marco Island to address boater safety issues at the mouth of Collier Creek.
• The County conducted a feasibility study on the issue and will be developing a long term
plan to address the issue, and this dredging proposal is the first phase to be addressed.
• If the County is able to combine the mobilization with work at Hideaway Beach, the cost
of the work will be $648,000; if separate mobilization is required the cost will be
$708,000.
Mr. Sacher moved to recommend the Board of County Commissioners accept Bid No. 16-6601
Collier Creek Interim Dredging from Waterfront Property Services,LLC dba Gator Dredging
dated 2/18/2016 for a bid price of a $708,000; authorize anticipated mobilization savings of
$120,000 to be split equally between Collier County and the Hideaway Beach District through
utilization of the same contractor; authorize the Chairman to execute a contract to perform this
7
March 28, 2016
work;o k; authorize necessary budget amendment; and hereby finds the item promotes tourism.
Second by Medwedeff. Carried unanimously 8—0.
Mr. Hendel and Mr. Sacher left the meeting at 11:04 a.m.
8. Old Business
a. Detailed Quarterly Financial Review—Information Only
Mr. Wert provided the "Tourist Development Tax Quarterly Financial Review" for information
purposes. He noted the report was updated based on input from the Council during the February
meeting.
9. Marketing Partner Reports
Mr. Wert presented the Slideshow"Marketing Partner Reports—March 28, 2016" including the
following reports presented by Staff and Consultants:
a. Research Data Services—Jack Wert
"Research Report—Klages Research and Research Data Services, Inc.
b. Paradise Advertising—Cedar Hames/Tom Merrick/Glenn Bowman
Paradise Advertising and Marketing, Inc—Marketing Report
Cedar Hames, Paradise noted many of the funds awarded under their contract support placement of
media material and they do have an office in Naples.
Diving and Fishing Tourism
Staff reported consideration is being given to expanding marketing efforts in the diving industry,
however it is anticipated it will be another year before the industry has developed the competitive
infrastructure necessary to adequately market a quality product for the area.
Fishing promotions will be considered during the summer advertising campaign.
c. Lou Hammond & Associates—PR Services—Jack Wert
"Lou Hammond&Associates and CVB PR Team Public Relations Report"
d. Tax Collections—Jack Wert
"Collier County Tax Collector Tourist Tax Collections"
e. Miles Partners,Inc.—Website Activity—Jack Wert
"Web Site Analytics"
f. Sales and Marketing Technologies—Search Engine Optimization—Jack Wert
"Digital/Social Media Marketing"
g. Phase V - Fulfillment Services—Jack Wert
"Phase V Fulfillment Services"
10. Tourism Staff Reports
8
March 28, 2016
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
None
13. Next Scheduled Meeting Date/Location—April 25,2016—8:30 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 11:50 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
1cQ4Y
Chairman, Com issioner Penny Taylor
These minutes approved by the Board/Committee on as presented or as
amended V
9