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TDC Minutes 09/26/2016 September 26, 2016 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, September 26, 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 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 1 September 26, 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 September 26, 2016 8:3o am Collier County Commission Chambers * Requires TDC Action 1. Call to Order 2. Pledge of Allegiance 3. Roll Call 4. *AGENDA AND MINUTES A. Changes and Approval of Today's Agenda B.Approval of prior TDC Meeting Minutes i. Regular Meeting 8/22/2016 5. Presentations/ Public Comment-(3 minutes each) A. Sports Council of Collier County B.Active Tourism Presentation, 6. * CONSENT AGENDA All matters listed under this agenda item are considered to be routine and action will be taken by one motion without separate discussion of each item. If discussion is desired by a member of the Council,that item(s)will be moved from the Consent Agenda and considered separately under New Business or Old Business. A. COASTAL ZONE MANAGEMENT These items have been before the Coastal Advisory Committee(CAC)and have received a recommendation by majority vote of the CAC to proceed with the requested work after further recommendation from the TDC for the necessary tourist tax funding. The TDC is requested to make a finding that each project promotes tourism. B. BEACH PARK FACILITIES These items have been before the Parks and Recreation Advisory Board(PARAB)and have received a recommendation by majority vote of the PARAB to proceed with the requested work after further recommendation from the TDC for the necessary tourist tax funding. The TDC is requested to make a finding that each project promotes tourism. i. Clam Pass Electrical Upgrade ii. ITB 16-6637R—South Marco Parking Lot and Beach Access Improvements iii. South Marco Beach Access Boardwalk Repairs C.TOURISM DIVISION 7. NEW BUSINESS These items are for review and recommendation by the TDC and have not been reviewed by another County Advisory Board and are to be considered for funding by a majority vote and with a finding that each request promotes tourism. A. * EVENT FUNDING REQUESTS i. US Open Pickleball Championship(Spirit Promotions)Contract Amendment to add five additional years to Hosting Agreement # 15-64f49 ii. Funding request for sports event site costs support for events to be hosted in November 2016 B. * OTHER TDT FUNDING REQUESTS C. * Strategic Marketing Plan for FY 16-17 D. * Beach Renourishment Placeholder 8. OLD BUSINESS These items have been continued from a previous TDC meeting, or are reoccurring reports for review by the TDC. 9. Council Member Discussion 10. MARKETING PARTNER REPORTS These reports are provided to TDC members on the digital link above to the County website.The Research Data Services report will be presented on a monthly basis, and the other reports will be presented at TDC meetings on an as needed basis. TDC members may request a presentation by the Marketing Partner representative or by Tourism staff at each TDC meeting. A. Research Data Services B. Paradise Advertising&Marketing, Inc. C. Lou Hammond&Associates D. Collier County Tourist Tax Collections E. Miles Partners-Website Activity F. Digital&Social Media-Paradise Advertising and Zebra Brazil G.Atilus-Search Engine Optimization H. Phase V-Fulfillment Services 11.TOURISM STAFF REPORTS These activity reports are provided to TDC members on a digital link to the County website and will be presented to the TDC on an as needed basis.TDC members may request a presentation by Tourism staff members at each TDC meeting. A. Director B. Group Sales C. Leisure&Travel Trade Sales D. Sports Marketing E. Public Relations&Communications F. Film Office G. International Representatives H.Visitor Centers 12. Detailed Staff Reports 13. Next Scheduled Meeting Date/Location —October 24, 2016 Collier County Government Center, Administration Bldg. F, 3rd Floor, 3299 East Tamiami Trail,Naples, Florida 34112 14. Adjournment September 26, 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. AGENDA AND MINUTES A. Changes and Approval of Today's Agenda Mr. Sacher moved to approve the Agenda subject to continuing Item 7.D as requested by Staff. Second by Ms. Becker. Carried unanimously 9- 0. B. Approval of prior TDC Meeting Minutes Regular Meeting 8/22/2016 Mr. Sacher moved to approve the minutes of the August 22, 2016 meeting as presented. Second by Mr. Olesky. Carried unanimously 9—0. 5. Presentations/Public Comment - (3 minutes each) A. Sports Council of Collier County Mary Shea, Collier County Sports Council addressed the Tourist Development Council (TDC) requesting consideration be given to hiring a professional dedicated solely to booking sports events. There is currently a high demand for these type of activities which produce great economic benefits and the County is being out competed by other regions for events. The individual could focus on booking tournaments for activities not held in the County (field hockey, cricket, etc.). New facilities are not required to be constructed to attract some events as partnerships are available with private or non profits (churches, schools, etc.) in the area. She requested the Members contemplate an "elevator speech" for hosting sports events in Collier County. Mr. Wert noted: • One benefit of the Sports Council is its status as a 501(c)(3) organization who may undertake fund raising efforts not available to government entities. • The Convention and Visitors Bureau(CVB) is hiring a 2' full time position dedicated to sports marketing in October. • An additional employee would be beneficial to support staff in their sports' promotions. B. Active Tourism Presentation Mr. Wert presented the PowerPoint "Active Tourism" he noted: • "Active Tourism" defined as responsible travel to foreign areas requiring physical and mental participation from the tourist and following the guidelines for sustainability, protection of biodiversity and conservation of culture. 2 September 26, 2016 • "Ecotourism" is responsible travel to natural areas that conserves the environment and sustains the well being of local people and includes travel to relatively undisturbed areas to enjoy and appreciate nature,promote conservation, resulting in low visitor impact. • Both share a high respect for nature and biodiversity, have limited impact on the eco system and promote global concerns for local solutions. • Visits include both education and interpretation, share common goal for authenticity and complete immersion in the environment and seek novelty and uniqueness. • "Active Tourism" is possible almost anywhere, urban or rural and"Ecotourism" is more location specific such as hiking, biking, walking, canoeing, kayaking and includes conservation of nature and benefits. • Another segment is "Action Tourism" which includes sport activities like biking, cross country rally, speed boat riding, bungee jumping and extreme sports which attracts a younger audience. • All three segments fit the County with activities available such as the Everglades, Big Cypress and Corkscrew, hiking walking, canoeing, kayaking (Ecotourism), Dolphin Explores, Everglades area tours (Active Tourism) and jet boats, air boats,jets skis and scuba diving (Action tourism). • Ecotourism and Active Tourism promotion is ongoing, but can and will be increased; however, Action Tourism is not well developed in the area and should be encouraged to appeal to younger demographics of travelers. • One potential for Action Tourism is establishment of a zip line facility. 6. CONSENT AGENDA All matters listed under this agenda item are considered to be routine and action will be taken by one motion without separate discussion of each item. If discussion is desired by a member of the Council, that item(s) will be moved from the Consent Agenda and considered separately under New Business or Old Business. A. COASTAL ZONE MANAGEMENT These items have been before the Coastal Advisory Committee (CAC) and have received a recommendation by majority vote of the CAC to proceed with the requested work after further recommendation from the TDC for the necessary tourist tax funding. The TDC is requested to make a finding that each project promotes tourism. None B. BEACH PARK FACILITIES These items have been before the Parks and Recreation Advisory Board(PARAB) and have received a recommendation by majority vote of the PARAB to proceed with the requested work after further recommendation from the TDC.for the necessary tourist tax funding. The TDC is requested to make a finding that each project promotes tourism. i. Clam Pass Electrical Upgrade Executive Summary "Recommendation to award a work order using the Annual Contract for Professional Services for Engineers and Architects Contract #13-6164 to AECOM Technical Services, Inc.for the Clam Pass Beach Park Electrical Upgrade and make a finding that this expenditure promotes tourism" dated September 26, 2016. ii. ITB 16-6637R—South Marco Parking Lot and Beach Access Improvements 3 September 26, 2016 Executive Summary "Recommendation to approve the expenditure of Category "A"Beach Park Facility Tourist Tax Funds, award Invitation to Bid(ITB) #16-6673R for South Marco Parking Lot and Beach Access improvements in the total amount of$263,309.91, approve the necessary budget amendment, and make a finding that these expenditures promote tourism" dated September 26, 2016. iii. South Marco Beach Access Boardwalk Repairs Executive Summary "Recommendation to approve the expenditure of Category "A"Beach Park Facility Tourist Tax funds for repair of the boardwalk at South March Beach Access for$14,500 and make a finding that this expenditure promotes tourism" dated September 26, 2016. C. TOURISM DIVISION None Ms. Becker moved to recommend the Board of County Commissioners approve the items listed on the Consent Agenda and hereby finds the items promote tourism. Second by Mr. Olesky. Carried unanimously 9— 0. Mr. Wert reported the Consent Agenda will consist of items that were either previously heard by the Council or identified in the Fiscal Year budget. Any previously heard items requesting funding changes will be heard by the Council outside of a Consent Agenda. 7. New Business These items are for review and recommendation by the TDC and have not been reviewed by another County Advisory Board and are to be considered for funding by a majority vote and with a finding that each request promotes tourism. A. EVENT FUNDING REQUESTS i. US Open Pickleball Championship (Spirit Promotions) Contract Amendment to add five additional years to Hosting Agreement#15-6439 Mr. Wert presented the Executive Summary "Recommendation to approve Amendment #2 to Contract #15-6439-Hosting Agreement between Collier County and Spirit Promotions the organizing group for the U.S. Open Pickleball Championship to extend the hosting agreement for an additional three years to 2021 and make a finding that this item promotes tourism" dated September 26, 2016 for consideration. He noted: • The agreement will extend the hosting agreement for the US Open Pickleball Championship thru 2021. • The facility (East Naples Community Park) will also host a Pickleball Academy and other events throughout the year in addition to the Championships. • A shade structure is proposed for the Championship Court and funding for the event is anticipated to increase in the future years based on its success. • Requests for funding other individual items related to events will be brought forth to the TDC as they are proposed. The Council noted the County should undertake any measures necessary to ensure the overall features of the park continue to improve given the facility will be a national showcase for the event. 4 September 26, 2016 Commissioner Taylor moved to recommend the Board of County Commissioners approve Amendment#2 to Contract#15-6439-Hosting Agreement between Collier County and Spirit Promotions the organizing group for the U.S. Open Pickleball Championship to extend the hosting agreement for an additional three years to 2021 and hereby finds the expenditure promotes tourism. Second by Ms. McLeod. Carried unanimously 9—0. ii. Funding request for sports event site costs support for events to be hosted in November 2016 Mr. Obyc presented the Executive Summary "Recommend approval of Tourist Development Tax Category "B"funding to support an upcoming FY 17 Sports Event up to $4,000 and make a finding that this expenditure promotes tourism" dated September 26, 2016 for consideration. He noted the funds are for facilities rentals and Staff overtime payments for the Paradise Coast Invitational girls fast pitch softball tournament. The event generated 200 room nights in 2015. Ms. Kerns moved to recommend the Board of County Commissioners approve of Tourist Development Tax Category "B"funding to support an upcoming FY 17 Sports Event up to $4,000 and hereby finds the expenditure promotes tourism. Second by Ms. Becker. Carried unanimously 9—0. B. OTHER TDT FUNDING REQUESTS None C. Strategic Marketing Plan for FY 16-17 Mr. Wert presented the Executive Summary "Recommendation to approve the Fiscal Year 2016-17 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this item promotes tourism" dated September 26, 2016 for consideration. He provided an overview of the plan noting: • It is the CVB's yearly planning document however in order to be proactive, the initial pages are dedicated to a 3-year outlook of marketing strategies. • It has built in flexibility with trends identified on a monthly basis to determine any marketing adjustments that may have to be undertaken. • The plan is available on a flash drive and includes a SWOT (Strength, Weaknesses, Opportunities and Threats) analysis derived from the tourism summit held in June. The Council noted the Plan should incorporate information on Active/Action Tourism—Mr. Wert reported the potential activities just came to light and the plan may be adjusted to address them. Ms. Becker moved to recommend the Board of County Commissioners approve the Fiscal Year 2016-17 Strategic Marketing Plan for the Naples,Marco Island, Everglades Convention & Visitors Bureau (CVB) and hereby finds the item promotes tourism. Second by Mr. Sacher. Carried unanimously 9—0. D. Beach Renourishment Placeholder Continued 8. Old Business These items have been continued from a previous TDC meeting, or are reoccurring reports for review by the TDC. 5 September 26, 2016 None 9. Council Member Discussion Ms. Kerns requested Staff ensure all Council Member's contact information is up to date. 10. Marketing Partner Reports These reports are provided to TDC members on the digital link above to the County website. The Research Data Services report will be presented on a monthly basis, and the other reports will be presented at TDC meetings on an as needed basis. TDC members may request a presentation by the Marketing Partner representative or by Tourism staff at each TDC meeting. Marketing Partner Reports—September 26,2016 A. Research Data Services—Dr. Walter Klages Dr. Klages presented the "Research Report—Klages Research and Research Data Services, Inc. for information purposes. RevPAR Analysis Dr. Klages provided an email dated August 30, 2016—Re: Collier 2016 RevPAR Discussion. The email provided an analysis of the reduction in RevPAR and Tourist Development Tax collections to date for 2016. It includes a determination that if the Marco Island Marriot had not been closed for renovations, tourist tax collections in June would have increased year over year by 2.2 percent instead of the actual 3.1 percent reduction encountered by the County. 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. Collier County Tourist Tax Collections—Jack Wert "Collier County Tax Collector Tourist Tax Collections" E. Miles Partners—Website Activity—Buzzy Ford "Web Site Analytics" F. Digital & Social Media- Paradise Advertising and Zebra Brazil G. Atilus—Search Engine Optimization "Digital/Social Media Marketing" H. Phase V- Fulfillment Services—Jack Wert "Phase V Fulfillment Services" 11. Tourism Staff Reports These activity reports are provided to TDC members on a digital link to the County website and will be presented to the TDC on an as needed basis. TDC members may request a presentation by Tourism staff members at each TDC meeting. 6 September 26, 2016 A. Director—Jack Wert B. Group Sales—Debi Benedetti C. Leisure and Travel Trade Sales - D. Sports Marketing E. Public Relations & Communications—Jonell Modys F. Film Office—Jack Wert G. International Representatives—Jack Wert H. Visitor Centers—Lori Lou Waddell 12. Detailed Staff Reports Submitted 13. Next Scheduled Meeting Date/Location—October 24,2016—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 10:35 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL t.tChai �i an, Com ssioner envy Taylor These minutes approved by the Board/Committee on as presented or as amended 7