TDC Minutes 10/24/2016 October 24, 2016
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MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, October 24, 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 A.M. in
REGULAR SESSION in Building " "
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 (Excused)
Ed (Ski) Olesky
Mac Chaudhry
Michelle McLeod
Nancy Kerns
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Manager, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Michael Obyc, Sports Marketing
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MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center, Administration Bldg. F,3rd Floor
3299 Tamiami Trail East,Naples, FL 34112
October 24,2016 8:30 am
* 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 9/26/2016
5. Presentations/Public Comment-(3 minutes each)
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.
i. ITB 16-7009—Beach Renourishment Hauling and Placement Contract
ii. 2016 Beach Renourishment CO#1 —CB&I
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.
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. Sports Event Funding Request—Senior Softball Winter Nationals
ii.Funding request for sports event site costs support for events to be hosted in Dec.—Jan. 2017
iii.Sports Event Basketball Tournament Sponsorship Requests—Dec. 2016
B. * OTHER TDT FUNDING REQUESTS
i. TDC Category B Grant Request-Marine Industries Music &Food Festival
C. * Sports Marketing Status and Future Plan
D. * County Museums Quarterly Report
E. * FBU Letter to Collier Schools Athletic Directors
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—November 28,2016 Collier County Government Center,
Administration Bldg. F, 3rd Floor,3299 Tamiami Trail East,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 Council 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
October 24, 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
Ms. Becker moved to approve the Agenda subject to the following changes:
• Moving Items 6.A&B from the Consent Agenda to Item 7.,New Business F&G.
• Hearing Item 7.0 before Item 7.A.
• Adding Item 7.H, December Meeting Schedule
• Postponing Item 7.B.i. —Marine Industries Music and Food Festival Grant Request.
Second by Mr. Olesky. Carried unanimously 7—0.
B. Approval of prior TDC Meeting Minutes
i. Regular Meeting 9/26/2016
Ms. Becker moved to approve the minutes of the September 26, 2016 Meeting as presented.
Second by Mr. Olesky. Carried unanimously 7—0.
5. Presentations/Public Comment - (3 minutes each)
None
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.
None
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October 24, 2016
C. TOURISM DIVISION
None
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.
C. Sports Marketing Status and Future Plan (this item was heard first)
Mr. Wert presented the Executive Summary "Recommendation to approve the addition of a
Deputy Tourism Director position for the Tourism Division, with an emphasis on managing sports
tourism" dated October 24, 2016 for consideration. He presented an analysis of a group of
competitive Counties (St. Lucie, Polk, Lake, Osceola, Seminole, Marian, Escambia, Pinellas,
Manatee, Sarasota, Charlotte and Lee) and their level of funding and strategic efforts to attract
sporting events. He noted:
• He spends approximately 25% of time in sports marketing and needs additional staff to assist
with this growing market.
• The current budget allocated to the endeavor is $0.5M and anticipated to expand.
• The concept would include developing a partnership with the Collier County Sports Council
for the promotion of events.
• One of the benefits of a partnership with the Sports Council, would be their ability to accept
private donations, an activity not available to the County.
He recommended:
1. A Deputy Tourism Director position with a focus on sports tourism be added to the
organization.
2. A dedicated sports tourism budget and sports marketing strategic plan be developed.
3. A MOU(Memorandum of Understanding) between Paradise Coast and Collier County Sports
Council be implemented.
4. A review of the Strategic Plan and MOU be conducted in nine months including
recommendations from the TDC and Board of County Commissioners.
The Council requested that staffprovide a copy of the competitive analysis to them.
Speakers
Terry Graham supports the recommendations and noted staff is extremely busy and recommends
the position be added given the increase demand for sports events in the County. She suggested the
position be titled "Director of Sports Tourism"to signal the county's commitment to the effort and
the individual be dedicated to solely to Sports Marketing.
Bruce Pivar supports the concept, noting the area needs to promote sporting events because
currently area youth is required to travel to participate in many events. The private sector is
available to help support the activities and recommended a cooperative public/private effort be
established.
Mary Shea, Collier County Sports Council agrees the position is necessary and the person would
be able to further develop and implement marketing budgets dedicated to sports marketing.
Don Hunter, General Manager Quail Creek Country Club, also supports the proposal noting it
will assist staff in developing long term historic sporting events. Given the tennis and golf facilities
in this area there are untapped resources to host these types of events, especially in summer months.
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October 24, 2016
Bill Kramer, Head Coach,Naples High School Football Team supports establishing the position
also noting sports is important for youth and society in general as it is the one of the few avenues
available in the current environment where people find common ground.
Jeff Pinteralli supports the concept and noted he has held soccer events in the area for 13-years and
organizers of the event need a direct point of contact to assist in developing the most successful
event possible.
Mr. Wert noted:
• The title of Deputy Tourism Director is necessary to place the job in the proper county pay
scale to attract a qualified applicant.
• The title may be amended or a sub-title may be created to address concerns.
• The position is designed to eliminate the communication issues raised and provide an avenue
for consistent coordination for these events.
The Council noted:
• The title of the position should be "Deputy Director of Sports Tourism" (or similar).
• In the job description, necessary qualifications should be clear to ensure the individual
possesses a strength in sports marketing.
• Under Essential Duties and Responsibilities in the job description should include one
responsibility will be to develop multi-level "sports" campaigns.
• A representative of the Collier County Sports Council be seated on the selection committee.
Mr. Hill moved to recommend the Board of County Commissioners approve a Deputy Director of
Sports Tourism position for the Tourism Division, with an emphasis on managing Sports
Tourism. Second by Ms. Becker.
Discussion occurred noting the motion may need to be amended to ensure it is clear the person
should be solely dedicated to sports marketing.
Mr. Hill amended the motion to recommend the Board of County Commissioners approve a
Deputy Director of Sports Tourism position for the Tourism Division, subject to the position being
strategically assigned to attract sporting events to the region and that a representative of the
Collier County Sports Council be seated on the selection committee.
Second by Ms. Becker. Carried unanimously 7—0.
F. ITB #16-7009—Beach Renourishment Hauling and Placement Contract (Items F and G were
heard after Item C)
Mr. McAlpin presented the Executive Summary "Recommendation to award Invitation to Bid#16-
7009 - 2016 Beach Renourishment-Hauling and Placement Contract to Earth Tech Enterprises,
Inc., in the amount of$2,494,334, to transport,place, and grade approximately 19,842 tons of beach
quality sand to the South Marco Island Beach and 116,000 tons of beach quality sand to Vanderbilt,
Park Shore, Pelican Bay and Sugden Lake Beaches, authorize necessary budget amendments,
authorize the Chairman to execute the Agreement, and make a finding that this item promotes
tourism" dated October 24, 2016.
• The work involves the upcoming truck haul project for the renourishment of the South
Marco, Vanderbilt, Pelican Bay, Park Shore and Sugden Park Lake Avalon beaches.
• Eight qualified responses were received for the Invitation to Bid with Earth Tech Enterprises
being deemed the most qualified to complete the work at a cost of$2,494,334.
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• October 24, 2016
• The work will be completed simultaneously for all beaches.
• The truck route is the same as previously used from Stewart Mine to the Corkscrew/Alico
Road bypass to I-75.
• It is anticipated the project will begin November 1 and be completed by the first of the year.
• The cost for the sand, including placement, is $60cy for the Marco beaches and $43.38cy for
the others.
• The Collier County beaches will qualify for the Florida Department of Environmental
Protection(FDEP) cost share program, that would reimburse 40% of the qualifying costs.
• South Marco Beaches are eligible to receive FEMA funds due to damage from Tropical
Storm Debbie. The County, originally awarded $161,000 in funds, is now seeking
approximately $571,000. FEMA notified the County they may apply for an overrun
adjustment; if unsuccessful the County may seek funding through the FDEP cost share
program.
• The County did request bids for fluidizing the sand and placing it on the beach, however it
was deemed too expensive because it would increase the cost of the project by $381,000.
• All trucks proposed to haul sand will be deemed road worthy via detailed inspections by
qualified individuals.
• The item was approved by the Board of County Commissioners October 11, 2016 and staff is
seeking a concurrency approval for the record.
The Council requested staff
1. Notify the Mayor of Estero on the inspections required for the trucks utilized in the sand haul.
2. Provide a schedule of the project to any applicable hotel operators in the area.
Ms. McLeod moved to endorse the Board of County Commissioner's decision to award Invitation
to Bid#16-7009-2016 Beach Renourishment-Hauling and Placement Contract to Earth Tech
Enterprises, Inc., in the amount of$2,494,334, to transport,place and grade approximately 19,842
tons of beach quality sand to the South Marco Island Beach and 116,000 tons of beach quality
sand to the Vanderbilt,Park Shore,Pelican Bay and Sugden Lake beaches, authorize necessary
budget amendments, authorize the Chairman to execute the Agreement, and hereby finds the item
promotes tourism. Second by Ms. Becker. Carried unanimously 7—0.
G. 2016 Beach Renourishment CO #1 —CB&I
Mr. McAlpin presented the Executive Summary "Recommendation to approve and authorize the
Chairman to execute Change Order No. 1 with CB&I Environmental &Infrastructure, Inc. (CB&I),
to provide pre placement survey,post placement survey, quality control and quality assurance
professional engineering services under Contract No. 16-6629—2016, Beach Renourishment for
time and material not to exceed$86,153.50, and make a finding that this item promotes tourism"
dated October 24, 2016. He noted:
• The County pays for the sand to be placed on the beaches and the work involves verification
on the amount and location of material placed during the project's time frame.
• Previously, work had been the responsibility of the contractor but the County is assuming
responsibility to more effectively control the activity.
Ms. Becker moved to endorse the Board of County Commissioner's decision to approve and
authorize the Chairman to execute Change Order No. 1 with CB&I Environmental&
Infrastructure,Inc. (CB&I), to provide pre placement survey,post placement survey, quality
control and quality assurance professional engineering services under Contract No. 16-6629-
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October 24, 2016 •
2016 Beach Renourishment for time and material not to exceed$86,153.50 and hereby finds the
item promotes tourism. Second by Ms. McLeod. Carried unanimously 7—0.
A. EVENT FUNDING REQUESTS
i. Sports Event Funding Request—Senior Softball Winter Nationals
Mr. Obyc presented the Executive Summary "Recommendation to approve Tourist
Development Tax Category "B"funding to support the Senior Softball USA Winter Nationals up
to $6,500 and make a finding that these expenditures promote tourism" dated October 24, 2016
for consideration.
Mr. Hill moved to recommend the Board of County Commissioners approve Tourist
Development Tax Category "B"funding to support the Senior Softball USA Winter Nationals
up to $6,500 and hereby finds the expenditure promotes tourism. Second by Mr. Olesky.
Carried unanimously 7—0.
ii. Funding request for sport event site costs to support events to be hosted Dec—Jan
2017
Mr. Obyc presented the Executive Summary "Recommend approval of Tourist Development
Tax Category "B"funding to support eight upcoming FY 17 Sports Events up to a total of
$68,200.00 and make a finding that these expenditures promote tourism" dated October 24, 2016
for consideration. He noted:
Florida State Pickleball Championship - December 9-11, 2016 - $5,500.
Sports Recruiting Showcase - December 10-11, 2016 - $4,850.
NFHCA (National Field Hockey Coaches Association) Winter Escape - January 2-8, 2017 -
$23,700
HITS (Horses in the Sun) Triathlon- January 6-8, 2017 - $11,500.
Dimitri Cup— 1st Weekend - Youth soccer- January 14-16, 2017 - $7,450.
Dimitri Cup—2❑d Weekend-Youth soccer- January 21-22, 2017 - $4,850.
Dimitri Cup—3rd Weekend- Youth Soccer - January 28-29, 2017 - $4,850.
Winter Classic Pickleball Tournament—January 27-29, 2017 - $5,500.
The Council requested staffprovide the following information for any future repeat event
grant requests:
1. The funds approved for the previous year and the rationale for any request for increased
funding.
2. The return on investment for the event.
3. An analysis of the hotel occupancy generated by the event.
Ms. Becker moved to recommend the Board of County Commissioners approve Tourist
Development Tax Category "B"funding to support eight upcoming FY 17 Sports Events up to
a total of$68,200.00 and hereby finds the expenditure promotes tourism. Second by Mr. Hill.
Carried unanimously 7— 0.
iii. Sports Event Basketball Tournament Sponsorship Requests—Dec. 2016
Mr. Obyc presented the Executive Summary "Recommend approval of Tourist Tax Category
"B"funding to sponsor The Gulfshore Holiday Hoopfest and Naples Holiday Shootout
Basketball Tournaments, totaling$13,500.00 and make a finding that these expenditures
promote tourism" dated October 24, 2016 for consideration. He noted:
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October 24, 2016
The Gulfshore Holiday Hoopfest - December 27-30, 2016 - $5,000.
The Naples Holiday Shootout- December 27-20, 2016 - $8,500.
Ms. Becker moved to recommend the Board of County Commissioners approve Tourist Tax
Category "B"funding to sponsor The Gulfshore Holiday Hoopfest and The Naples Holiday
Shootout Basketball Tournaments, totaling$13,500.00 and hereby finds the expenditure
promotes tourism. Second by Mr. Olesky. Carried unanimously 7—0.
B. OTHER TDT FUNDING REQUESTS
i. TDC Category B Grant Request -Marine Industries Music & Food Festival
Postponed
D. County Museums Quarterly Report
Amanda Townsend, Interim Director—Collier County Museum provided the "SEPTEMBER
2016 VISITATION REPORT" for informational purposes. In September, the museum system had a
total of 3,128 visitors at its five locations (Main Museum - 456, Naples Depot- 1,232, Marco Island
Historical Museum - 435, Museum of the Everglades- 882 and Roberts Ranch - 123). She noted the
report will be provided on a regular basis and staff is working to incorporate destination of origin
statistics with the data.
E. FBU Letter to Collier Schools Athletic Directors
Mr. Wert presented the Executive Summary "Recommendation that the Tourism Development
Council direct the TDC Executive Director to send a joint letter with the Sports Council to the
Collier County High School Athletic Directors asking their help for the Football University (FBU)
Championship Week, December 14-20, 2016" dated October 24, 2016 for consideration.
The council requested the letter be disseminated to school principals and athletic directors and Ms.
Becker will work with staff to develop the final product.
Mr. Olesky moved to direct the TDC Executive Director to send a joint letter with the Sports
Council to the Collier County High School Athletic Directors asking their help in the Football
University (FBU) Championship Week,December 14-20, 2016 Second by Ms. Becker. Carried
unanimously 7—0.
H. December Meeting
Ms. Becker moved to cancel the December regularly scheduled TDC Meeting. Second by Mr.
Hill. Carried unanimously 7— 0.
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
Commissioner Taylor reported the documentary "Paradise Reef" has been nominated for an Emmy
award from the Suncoast Chapter of the National Academy of Television Arts and Sciences (NATAS).
10. Marketing Partner Reports
These reports are provided to TDC members on the County's website via a digital link. The Research
Data Services report will be presented on a monthly basis, and other reports will be presented at TDC
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October 24, 2016
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—October 24,2016
A. Research Data Services—Dr. Walter Klages
"Research Report—Klages Research and Research Data Services, Inc.
B. Paradise Advertising—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
"Brazil Social Media Marketing"
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.
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—November 28,2016—8:30 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 Tamiami Trail East, Naples, Florida 34112
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October 24, 2016
xxxxx
There being no further business for the good of the County,the meeting was adjourned by order
of the chair at 11:35 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman, Commi .ioner Penny Taylor
These minutes approved by the Board/Committee on as presented ✓ or as
amended
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