TDC Minutes 05/23/2016 May 23, 2016
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, May 23, 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: Susan Becker
Larry Sacher (Excused)
Clark Hill
Robert Miller
Ed (Ski) Olesky
Mac Chaudhry
Michelle McLeod
Nancy Kerns
ALSO PRESENT: Jack Wert, Tourism Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Michael Obyc, Sports Marketing
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5/18/2016 Collier County,FL:May 23,2016
May 23, 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
May 23, 2016 8:3o 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 4/2.x,/16
6. Presentations/ Public Comment-(3 minutes each)
7. New Business
a. *Sports Facilities Study Presentation —Hunden &Associates
b. *Naples Chamber Visitor Information Center Move to Naples Depot
c. *FY 17 TDC Category B and C-2 Grant Applications
d. *FY 17 United Arts Council Calendar and Gallery Guide Project
e. *Sports Event Assistance Request for June —September 2016 Scheduled Events
f. *DestinationNEXT Assessment
g. *Duties and Responsibilities of the TDC
8. Old Business
a. Paradise Advertising Payment Analysis —requested follow up from 3-28-16
b. Update on Unpaid Paradise Advertising Invoices — Crystal Kinzel
c. Quarterly Financial Review
httpJ/www.col liergov.net/your-government/advisory-boards-and-authorities/tourist-development-councilttdc-agendas/2016•agendas/may-23-2016 1/2
5/18/2016 Collier County,FL:May 23,2016
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.Atilus-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—Michael Obyc
f. International Representatives —Jack Wert
g.Visitor Centers — Lori Lou Waddell
ii. Detailed Staff Reports
12. Council Member Discussion
13. Next Scheduled Meeting Date/Location —June 27, 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-government/advisory-hoards-and-authorities/tourist-development-council/tdc-agendas/2016-agendas/may-23-2016 2/2
May 23, 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. Olesky moved to approve the Agenda. Second by Ms. Becker. Carried unanimously 8—0.
5. Approval of TDC Minutes
a. Regular Meeting 4/25/16
Ms. Becker moved to approve the minutes of the April 25, 2016 meeting as presented. Second by
Mr. Olesky.
Ms. Becker amended the motion to include attaching a verbatim transcript of Item 7.b to the
minutes. Second by Mr. Olesky. Carried unanimously 8— 0.
6. Presentations/Public Comment- (3 minutes each)
None
7. New Business
a. Sports Facilities Study Presentation—Hunden & Associates
Mr. Wert presented the Executive Summary "Review and recommend approval for the BCC to
review the Collier County Market and Needs Assessment Analysis for sports and make a finding that
this item promotes tourism" dated May 23, 2016 for informational purposes. He provided an
overview of the Assessment highlighting:
• The scope of work was approved in summer 2015 and completed at a cost of$65k—$75k.
• The purpose was to undertake a market and needs assessment regarding community sports,
training, special event and performance facilities and related infrastructure throughout the
County.
• The team assessed each County facility's physical condition, activity levels, opportunity for
renovation/expansion of programming, overall operations, financial performance (as
available), potential future revenue opportunities, and other opportunities for renovation,
expansion or new facilities.
• The assessment also analyzed items such as the existing local and regional sports supply mix,
the current supply or quality of fields, courts and other sports facilities, is there enough
potential activity and demand in the market to support the development of a youth sports
complex, the current and future likely market demand for local, regional and tournament-
based sports at a new complex in Collier County, market opportunities, hospitality
availability and services, costs for a new multi purpose sports complex, impacts to the area
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May 23, 2016
on expanding opportunities and the key marketing strategies required to ensure events are
successful, etc.
• One key finding was there is a medium to high participation by individuals in activities such
as soccer, basketball, softball baseball, pickle ball volley ball, but a minimal availability of
facilities for local residents or large scale events serving those outside the area.
• Several County sites that could house a multi purpose complex to serve the demand were
identified (I75 County Tract, City Gate, Collier County Fairgrounds/Big Corkscrew Regional
Park, Future Vanderbilt Beach Road Extension Park,North Collier Regional Park, Manatee
and the Thomasson Drive School listed on Table 13 of the Assessment) and preliminary
findings indicate the 175 County Tract is the most likely candidate for a facility at a cost of
approximately $58.5M.
• The next step would be to develop a feasibility study to analyze the top ranked sites
identified above.
Under Committee discussion, the following was noted about a site:
• It would require temporary seating facilities, adequate parking, locker rooms, rest rooms,
concessions, 8 multi purpose and 8 baseball/softball diamonds with lighting and WIFI
capabilities.
• To adequately attract youth sporting events, the site needs to be located in close proximity to
food and other services.
• It could potentially act as a national teams training facility (i.e. Olympic field hockey).
• Permanent stadium seating would allow for other events (music concerts, etc.).
• The facility would be funded out of the TDC capital accounts.
• The site would be adaptable to other sports should the current demand change.
Mr. Hill moved to support the findings in the study including the identification of sites listed in
Table 13 and recommend the Board of County Commissioners review the Collier County Market
and Needs Assessment Analysis for sports and hereby finds the item promotes tourism. Second by
Mr. Chaudhry. Carried unanimously 8— 0.
b. Naples Chamber Visitor Information Center Move to Naples Depot
Mr. Wert presented the Executive Summary "Recommendation to approve the Letter of Agreement
(LOA) between Southwest Heritage, Inc. and Collier County for leasehold improvements to a
railroad car at Naples Depot to house the Greater Naples Chamber of Commerce Visitor
Information Center, approve all budget amendments, and make a finding that the project
expenditure promotes tourism" dated May 23, 2016 for consideration. He noted the following:
• The site is owned by Southwest Heritage, Inc., located in downtown Naples on 5th Ave
South and will be leased from the County by the Naples Chamber of Commerce via a
Memorandum of Understanding with the owner.
• The project includes renovations to the interior of the baggage car and construction of an
ADA compliant entrance ramp.
• The work was originally estimated at $100,000 but more recent information indicates the
costs will be closer to $200,000.
• The improvements will be funded using Tourist Development County funds and the item
will be returned to the Council when the construction contract becomes available.
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May 23, 2016
Ms. Becker moved to approve the Letter of Agreement(LOA) between Southwest Heritage,Inc.
and Collier County for leasehold improvements to a railroad car at Naples Depot to house the
Greater Naples Chamber of Commerce Visitor Information Center, approve all budget
amendments, and hereby finds the project expenditure promotes tourism. Second by Mr. Olesky.
Carried unanimously 8—0.
c. FY 17 TDC Category B and C-2 Grant Applications
Mr. Wert presented the Executive Summary "Tourist Tax Grant Application Review and
Recommendation for FY 17 Category B ($73,000) and Category C-2 ($411,176) and make a finding
that these expenditures promote tourism" dated May 23, 2016 for consideration. He noted that a
Citizens Committee reviewed the applications and provided recommendations for the Grant amounts
as follows: Category B -Naples Marco Region of Antique Automobile Club of America, Inc. -
$13,000; Betterment Association of the Everglades - $15,000; Kiwanis Club of Pelican Bay, Naples
- $25,000; Olde Naples Waterfront Association - $20,000.
The following was noted during Council discussions:
Category B:
Naples Marco Region of Antique Automobile Club of America, Inc. - $13,000
Mr. Hill moved to recommend that the Board of County Commissioners approve a Category "B"
Tourist Tax Grant in for the Naples Marco Region of Antique Automobile Club of America,Inc.
(AACA) in the amount of$13,000.00 and hereby finds the expenditure promotes tourism. Second
by Mr. Olesky. Carried unanimously 8—0.
Betterment Association of the Everglades - $15,000
Colleen Greene,Assistant County Attorney reported the funds for this portion of the Grant request
that included souvenir cups/mugs, etc. needs to be removed as these items do not qualify for funding
under the approved guidelines.
Mr. Miller reported he would notify the applicant that all funds to be rewarded are required to be
allocated to the out of area marketing.
Mr. Miller moved to recommend that the Board of County Commissioners approve a Category
"B" Tourist Tax Grant in for the Betterment Association of the Everglades in the amount of
$25,000.00 subject to no funds being utilized for souvenir cups and local signage. He finds the
expenditure promotes tourism. Second by Mr. Olesky. Carried unanimously 8—0.
Kiwanis Club of Pelican Bay,Naples - $25,000
Ms. Kerns moved to recommend that the Board of County Commissioners approve a Category
"B" Tourist Tax Grant in for the Kiwanis Club of Pelican Bay,Naples in the amount of
$25,000.00 and hereby finds the expenditure promotes tourism. Second by Mr. Miller. Carried
unanimously 8—0.
It was noted that the data provided with the application indicates the amount of the request per
overnight visitor generated represents approximately $100 per guest. Council discussion occurred
on if the funds are being utilized as intended.
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May 23, 2016
Mr. Wert reported the expectation is not to totally recoup Grant funds directly or indirectly, but
provide overall marketing for the area.
Speaker
Guy Clarke, Kiwanis of Pelican Bay Club reported that the information on overnight stays is an
estimate. The event will be held at the Naples Airport and is a family oriented event that draws
approximately 7,000 attendees. The funds will be utilized for out of area marketing in the form of
highway billboards and tourism magazine ads.
Ms. Greene reported that the application request for funds are for promotional items such as mugs,
and are recommending they be removed from the request or reallocated to out of area marketing.
Mr. Clarke reported that he would ensure the funds are reallocated.
Mr. Wert reported that the format for the Grants requires the funds to be expended by the applicant
who then seeks reimbursement from the County. Staff can ensure all expenditures meet the
requirements of the approved guidelines.
The Council noted tracking mechanisms should be in place to aid in identifying the number of
room nights generated from the Grant expenditures.
Olde Naples Waterfront Association- $20,000
Ms. Becker moved to recommend that the Board of County Commissioners approve a Category
"B" Tourist Tax Grant in for the Old Naples Waterfront Association $20,000.00 and hereby finds
the expenditure promotes tourism. Second by Ms. Kerns. Carried unanimously 8—0.
Category C-2
Mr. Wert presented the following Category C-2 Grant requests: Artis Naples - $150,000.00;
Naples Botanical Garden - $150,000.00 and the Golisano Children's Museum of Naples -
$111,176.00.
The Council requested clarification on the rational for large number of room nights (7,000)
estimated for the Artis Naples event.
Speakers
Denise Bealin,Artis Naples reported that the events last over a prolonged time frame (3 —6
months).
Teresa Stohs, Golisano Children's Museum of Naples noted that the funds will be utilized for
advertising in parenting magazines which target the Miami, Broward, Hillsborough, Orange
Counties, etc.
Mr. Miller moved to recommend that the Board of County Commissioners approve a Category "C-
2" Tourist Tax Grant in for Artis Naples,Naples Botanical Garden and the Golisano Children's
Museum of Naples in the amounts of$150,000.00, $150,000.00 and$111,176.00 respectively and
hereby finds the expenditure promotes tourism. Second by Mr. Hill. Carried unanimously 8—0.
d. FY 17 United Arts Council Calendar and Gallery Guide Project
Mr. Wert presented the Executive Summary "Recommendation to approve a Tourism Division
marketing expenditure to the United Arts Council of Collier County to produce a monthly cultural
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May 23, 2016 •
arts calendar and a separate Gallery Guide and make a finding that these expenditures promote
tourism" dated May 23, 2016 for consideration. He noted the funds will be utilized for production
of an art events calendar issued 9 times annually and gallery guide updated quarterly. The
publications will be available in print and digital formats.
Marcia Clark, United Arts Council provided an overview of the publications noting they continue
to move to from print to electronic formats. They will be selling advertising to be displayed in the
Guides.
The Council noted consideration should be given to increasing the funding to reduce the need for
advertising in the Guides.
Mr. Hill moved to recommend that the Board of County Commissioners approve a Tourism
Division Marketing expenditure to the United Arts Council of Collier County to produce a
monthly cultural arts calendar and a separate Gallery Guide and hereby finds these expenditures
promote tourism. Second by Ms. Becker. Carried unanimously 8— 0.
e. Sports Event Assistance Request for June— September 2016 Scheduled Events
Mr. Obyc presented the Executive Summary "Recommend approval of Tourist Development Tax
Category "B"funding to support the three upcoming FY 16 Sports Events up to $17,200.00 and
make a finding that these expenditures promote tourism" dated May 23, 2016 for consideration. He
noted the Grants are for the YBOA (Youth Basketball of America) Gulf Coast Remix tournament
(8/5/16—8/7/16) in the amount of$1,000, the Naples Sports Festival (8/25/16— 8/28/16) in the
amount of$4,500 and the Naples Cup (9/16/16—9/18/16) soccer tournament in the amount of
$11,700.
Mr. Olesky moved to recommend that the Board of County Commissioners approve Tourist
Development Tax Category "B"funding to support the three upcoming FY 16 Sports Events up to
$17,200.00 and hereby finds these expenditures promote tourism. Second by Mr. Olesky. Carried
unanimously 8—0.
f. Destination NEXT Assessment
Mr. Wert presented the Executive Summary "Recommendation to approve a Destination NEXT
Workshop and Diagnostic Assessment as part of our annual tourism Marketing Summit on June 29,
2016 and make a finding that this item promotes tourism" dated May 23, 2016 for consideration.
He noted:
• The purpose of the Assessment is for a consultant from the Destination Marketing
Association International (DMAI)to obtain tourism data on the area.
• The Assessment intends to measure the destination's strength and weaknesses, the level of
success in measures employed to attract visitors, area support for visitation, etc.
• The data will be collected via a survey of local tourism stakeholders, elected officials, and
others business interests in the community.
• The questions will be prepared and administered by the consultant and the findings are
expected to be presented at the June 29, 2016 Destination Marketing Summit.
• Similar assessments have been completed by the consultant in approximately 50 destinations
world wide.
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May 23, 2016
Council discussion occurred noting it may be beneficial for the Council to assist in identifying the
questions to be utilized and the participants involved. Most Members were in favor of delaying the
item to give the Council the opportunity to aid in the process. The data could be utilized for
preparation of the Strategic Plan.
Mr. Wert reported that under this scenario, the item would need to be presented at a quarterly
roundtable event regularly held by the CVB (Convention and Visitor's Bureau) as opposed to the
Annual Summit.
Commissioner Taylor moved to continue the item so the Council may participate in developing the
questions and respondent's required for the assessment with the goal of utilizing the information
for development of the Strategic Plan. Second by Ms. Becker. Motion carried 7 "yes"—1 "no."
Mr. Olesky voted "no."
g. Duties and Responsibilities of the TDC
Mr. Wert presented an Office of the County Attorney Inter Office Memorandum from County
Attorney Jeff Klatzkow dated May 18, 2016— "Re: Tourist Development Council Purpose and
Role" for information purposes.
8. Old Business
a. Paradise Advertising Payment Analysis—requested follow up from 3-28-16
Mr. Wert presented the Executive Summary "Review and discuss the Paradise Advertising and
Marketing, Inc. expenditures for Fiscal Year 2015 and to date Fiscal Year 2016" for information
purposes.
b. Update on Unpaid Paradise Advertising Invoices—Crystal Kinzel
Ms. Kinzel provided the update noting they reported to the BCC on 5/10/16 that $134,000 worth of
invoices had been paid upon receipt of the necessary backup data. The following week, $26,000
was paid with the remainder of the invoices submitted back to County Staff for clarification. One
additional meeting with County Staff is anticipated, (to occur this week)to finalize the remaining
invoices due for payment.
c. Quarterly Financial Review
Commissioner Taylor moved to continue the item to the next meeting. Second by Ms. Becker.
Carried unanimously 8—0.
9. Marketing Partner Reports
Mr. Wert presented the Slideshow"Marketing Partner Reports—May 23, 2016" including the
following reports presented by Staff and Consultants:
a. Research Data Services—Dr. Walter Klages
"Research Report—Klages Research and Research Data Services, Inc.
It was noted the occupancy statistics may be skewed for the year given the renovations to the
Marco Island Marriot. The Council requested Dr. Klages to revise the statistics to reflect the loss
of available rooms at the facility. The changes should reflect statistics back to the beginning of
2016 (or further as necessary) to ensure the most accurate data is available.
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May 23, 2016
Mr. Wert requested that in the interest of time, Council Members pose any questions as necessary
on the following reports submitted by Staff or Consultants as opposed to the normal presentations.
b. Paradise Advertising—Cedar Hames/Nicole Delaney
Paradise Advertising and Marketing, Inc—Marketing Report
c. Lou Hammond & Associates—PR Services—Jonell Modys
"Lou Hammond&Associates and CVB PR Team Public Relations Report"
d. Tax Collections—Jack Wert
"Collier County Tax Collector Tourist Tax Collections"
e. Miles Media, Inc. —Website Activity—Buzzy Ford
"Web Site Analytics"
f. Atilus—Search Engine Optimization
"Digital/Social Media Marketing"
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
Mr. Hill requested that an update on the reef documentary.
Mr. Wert reported that the 3-minute video is available on the CVB website and the 30 second
advertising spots due the County have been completed. The documentary will premiere in Naples in the
near future.
Jonell Modys reported that the US Pickleball Association Championships held in Naples is being aired
on CBS Sports Network.
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• May 23, 2016
w .r
Commissioner Taylor noted that the Annual Destination Marketing Summit will be held on June 29,
2016 and urged members to attend.
Colleen Greene,Assistant County Attorney reminded Members to not sit and/or converse together
during the event.
Commissioner Taylor noted that it may be advantageous to hold a Workshop on the marketing plans
(Strategic Marketing Plan, Five Year Strategic Plan, etc.).
Mr.Wert reported that the plan is developed in July and August with input from Stakeholders and
heard by the TDC at their September meeting. He noted August would be a beneficial time to hold the
workshop.
13.Next Scheduled Meeting Date/Location—June 27,2016—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 12:10 P.M.
CO IER COUNTY TOURIST DEVELOPMENT COUNCIL
AAP ‘. 4/1/
Chairman,, ommissioner Penny Taylor
These minutes approved by the Board/Committee on as
presented v/ or as amended
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