TDC Minutes 01/23/2017 - DRAFT (FINAL NOT RECEIVED FROM TOURISM) January 23, 2017
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, January 23, 2017
LET IT BE REMEMBERED the Collier County Tourist Development Council in . ,. for
the County of Collier, having conducted business herein, met on this date at 81 i
REGULAR SESSION in Building "F" of the Government Complex, Na,‘ ems, • 's a
with the Following members present: °
Chairman: C , i'r Penny Taylor
Vice Chairman: us. k '
Os
\lark Hill
Robert Miller (Excused)
Ed (Ski) Olesky
ac Chaudhry
ichelle McLeod
• o� , Nancy Kerns
•
ALSO PROS . 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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2/1/2017 Collier County,FL:January 23,2017
January 23, 2017
MEETING AGENDA&NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center,Administration Bldg. F, 3rd Floor
3299 East Tamiami Trail, Naples, FL 34112
January 23, 2017 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 11/28/16
5. Presentations/ Public Comment- (3 minutes each)
i. FBU Event Report
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. Collier County Beach and Inlets Monitoring Proposal
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 Beach Park Electrical Upgrade
ii. McGee Work Order
iii. Tigertail Beach Signage
C. TOURISM DIVISION
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2/1/2017 Collier County,FL:January 23,2017
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. March Sports Events Funding Request
ii. ISPS Softball Event Funding Request
B. * OTHER TDT FUNDING REQUESTS
C. * Miles Media Website Contract Amendment
D. * Hunden Strategic Partners -Advisory Services for Amateur Sports Complex
E. * FY 18 TDC Category B and C-2 Grant Application Review
8. OLD BUSINESS
These items have been continued from a previous TDC meeting, or are reoccurring reports for review by the TDC.
A. * Marketing Discussion —Continued from November 28, 2016 meeting
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
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2/1/2017 Collier County,FL:January 23,2017
13. Next Scheduled Meeting Date/Location — February 27, 2017 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 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
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.
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January 23, 2017
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. Olesky moved to approve the Agenda subject to the follows
• Continuing Item#7.0 until the February meeting.
• Hearing Item#8.A after Item#5.
Second by Ms. McLeod. Carried unanimously 8—0. \\,
B. Approval of prior TDC Meeting Minutes
i. Regular Meeting 11/28/2016
Ms. Becker moved to approve the minutes oft
e .vember 28, 2016 meeting as presented.
Second by Mr. Chaudhry. Carrie t una t. s.
5. Presentations/Public Comment- (3 mi
i. FBU Event Report
Mr.Wert provided an update on the Football University Event noting:
• The championship event held in Naples in December of 2016 generating $2.1M being spent
in the area by attendees.
• The 24 teams competing generated 2,250 hotel room nights, 3,000 spectators and
participation by approximately 900 athletes.
• The event will be held again in 2017 and provides valuable exposure for the area in
broadcasts of the championship game on television and advertising on other football
broadcasts (US Army All American Bowl, etc.).
ii. Paradise Reef
He i‘ ° 'an!i hn Scouler and Diane Flagg reported:
The % cumentary "Paradise Reef" originally aired on June 30, 2016.
Ince that time, it has been broadcast in a total market area of 21M people, aired on all 9
F orida PBS stations as well as some in Mississippi and Alabama.
It has aired in 2,150 cities and 42 countries worldwide and the film received an Emmy award
from the Suncoast Chapter of the National Academy of Television Arts Sciences.
• Additional reefs may be deployed as donation funds become available with the reefs are
expected to remain for 800 years providing valuable fish habitat.
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January 23, 2017
8. Old Business
These items have been continued from a previous TDC meeting, or are re-occurring reports for review
by the TDC.
A. Marketing Discussion—Continued from November 28,2016 meeting
Commissioner Taylor presented the document "Comments to CVB Response dated 11/25/2016"
which outlined the results on research into the number of visitors each month to the County and
related promotional spending which indicates there is no direct correlation between the increasing
funds spent on destination marketing and visitor arrivals.
Mr. Wert presented the document "Responses to Questions on Destination MarketinO „o
t\
20, 2017" noting studies indicate there is no direct correlation between dei =for N`
marketing •
and visitor arrivals. The means to measure the effectiveness of desti
o ., ng
efforts is the amount of direct visitor spending, demand for the destination, r 0*ion and
limiting declines in economic downturns.
The following items were discussed by the Council following the p . s:
• The Convention and Visitors Bureau's (CVB) marketingust i poximately $5M
annually, at the lower end when compared to the I the ►: i e estination markets in
Florida. N.'
• The County currently allocates $2.5M annually to e ishment, an amount
satisfactory to maintain the beaches in their current to t ou_t.truck haul projects.
• There is currently $6-7M in catastrophic r• es helor beach renourishment and another
$12M in available for use for a major renes is ,,ent project.
• Indications are if renourishmentvat 'r damage from a major storm event, a
hopper dredge project would re ° a post t $20-30M.
• Consideration may want to be, -n i astigatl,options available to address any
shortfalls which may include cre ' he tourist tax rate from 4 percent to 5 percent, or
maintaining the current S a • ating the funding percentages within the existing
categories identified fQr
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. Collier County Beach and Inlets Monitoring Proposal
he Executive Summary "Recommendation to approve a proposal from Humiston &Moore
Engineers for Collier County Beaches and Inlets Annual Monitoring for 2017 under Contract
No. 15-6382, authorize the County Manager or his designee to execute the work order for a not
to exceed amount of$182,840 and makes a finding that this expenditure promotes tourism"
dated January 23, 2017.
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January 23, 2017
During Council discussions it was noted the Florida Department of Parks is responsible for
maintaining the Wiggins Pass Park beaches, however during the dredging of Wiggins Pass, sand
is placed on the north and south side of the Pass at the direction of the State Agencies.
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. \,•
..
L Clam Pass Beach Park Electrical Upgrade
The Executive Summary "Recommendation to award Invitation to Bid No. 16-I to irtR.
Toscano, Inc.,for the "Clam Pass Beach Park Electrical Upgrade, " an expo 4t,,e `.
amount of$603,500,plus $5,000.00 for county permitting fees for a total s•t: i0, authorize
the Chairman to execute the contract, and make a finding that this ex•\4 ur .,romotes
tourism" dated January 23, 2017. ' '' '' �,
ii. McGee Work Order `;
The Executive Summary "Recommendation to awar(Inv��• i
January 23, 2017
Ms. Becker moved to recommend the Board of County Commissioners approve Tourist
Development Tax Category `B"funding to support the two upcoming FY 17 Sports Events up
to $6,500.00 as presented and hereby finds the items promote tourism. Second by Mr. Hill.
Carried unanimously 8—0.
ii. ISPS Softball Event Funding Request
Mr. Obyc presented the Executive Summary "Recommend approval of Tourist Dei4qopment
Tax Category "B"funding to support the ISPS Softball event up to $3,500.00 and make a finding
that these expenditures promote tourism" dated January 23, 2017 for consideratio e rioted
the event is the ISPS (International Slow Pitch Softball) Super Bowl Bash will Id
February 4-5, 2017 at North Collier Regional Park - $3,500.00.
Ms. Becker moved to recommend the Board of County Commissioners a' 'rove Tourist
Development Tax Category "B"funding to support the ISPS Soft eve to $3,500.00
as presented and hereby finds the items promote tourism. Second b Ms. Kerns. Carried
unanimously 8—0.
The Council requested Staff to:
1. Ensure the monthly update from Sports Marketing includes detailed data on Staff's
activities.
2. Provide emergency contact information so a Council Member may contact Staff the
morning of the meeting if they are unable to attend because of an unexpected
circumstance. N \
Break: 10:05 a.m.
Reconvened: 10:15 a.m.
a
B. OTHER TDT FUNDING REQUESTSN
C. Miles Media Website Contract Amendment
Continued
D. Hunden Strategic Partners -Advisory Services for Amateur Sports Complex
Mr. Wert presented the Executive Summary "Recommendation to approve the funding for change
order #1 to Contract#15-6419—Sports Facilities Assessment with Hunden Strategic Partners and
make a finding that these expenditures promotes tourism" dated January 23, 2017 for consideration.
He noted the request is an extension of the original contract to allow the company to review an in
depth analysis prepared by two engineering firms on the potential to develop a sports facility at
specific sites identified by the County. The findings will be reviewed by the TDC at their February
meeting and the funds required for the work are available in the budget.
Staff to provide Mr. Rios a copy of the original proposal approved by the County.
Ms. Becker moved to recommend the Board of County Commissioners approve the funding for
change order#1 to Contract#15-6419—Sports Facilities Assessment with Hunden Strategic
Partners as presented and hereby finds the items promote tourism. Second by Mr. Olesky.
Carried unanimously 8—0.
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January 23, 2017
E. FY 18 TDC Category B and C-2 Grant Application Review
Mr. Wert presented the Executive Summary "Review and recommend approval of Tourist
Development Council Grant Applications for Category B and C-2 and Sports Event Assistance for
FY 18 (October 1, 2017-September 30, 2018) and make a finding that these expenditures promote
tourism" dated January 23, 2017 for consideration. He noted:
• In 2016, a major overhaul of the guidelines was completed for the Category B and C-2 and
Sports Event Assistance Grant applications including clarifying the requirements of the
Collier County Clerk Office for payments to the applicant.
• In 2017, minor changes are proposed to the questionnaire, etc. and the Grant funds have been
incorporated into the Convention and Visitor's Bureau's budget.
• The notification for the availability of the grants is disseminated to the public via
organizations such as the Naples Daily News, Collier County Lodging and Tourism Alliance
and the Greater Naples Chamber of Commerce.
• The term"large amount of overnight visitors" is defined as those events generating at least
100 hotel room nights.
The Council recommended all applications should be required to be submitted by 5:00 p.m. on the
due date (electronic, hand delivered, etc.).
Mr. Rios moved to recommend the Board of County Commissioners approve Tourist Development
Council Grant Applications for Category B and C-2 and Sports Event Assistance for FY 18
(October 1, 2017-September 30, 2018). Second by Mr. Chaudhry. Carried unanimously 8—0.
9. Council Member Discussion
•
• The Members thanked Commiss e a Ver er s ‘ ice to the Council.
• Mr. Wert reported he is meeting e s atives, Airbnb on their requirements to pay the
Tourist Development Tax for roe e s r e 'n the County through their service.
• Ms. Kerns recommended t ,. be streamlined so one selected Staff member provides
a 5 — 10 minute present. .'s h nt on their activities. The Staff could be rotated on a
monthly basis +t s i ,ding unnecessary time attending the meetings when they
could be condu g �ieess beneficial to the goals of the CVB.
• Staff reported the still i, estigating the feasibility of the meeting packet being available via
IPad.
10. Marketing Pa r Re's'; s
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.
Market g Partner Reports—January 23,2017
A. arch Data Services—Dr. Walter Klages
"Research Report—Klages Research and Research Data Services, Inc.
B. Paradise Advertising—Cedar Hames/Nicole Delaney
Paradise Advertising and Marketing, Inc—Marketing Report
Ms. Kerns and Mr. Chaudhry left the meeting at 11:03 a.m.
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January 23, 2017
C. Lou Hammond Group -Jonell Modys
"Lou Hammond Group and CVB PR Team Public Relations Report"
Commissioner Taylor left the meeting at 11:15 a.m.
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 Wertz
"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 & Commun�4 io women Modys
F. Film Office—Jack Wert \\
G. International Res se t Wert
H. Visitor Centers—L ' u tell
12. Detailed St Re s
Submitted '�
13. Next Sche. s 1N‘t ng Date/Location—February 27,2017—Time TBD.
Collier „ i ty Gpv sl nment Center, Administration Bldg. F, 3rd Floor,
3299 'will Trail,Naples,Florida 34112
•
re b; ng no further business for the good of the County, the meeting was adjourned by order
of t I, e-Chair at 11:39 A.M.
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January 23, 2017
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman, Commissioner Penny Taylor
These minutes approved by the Board/Committee on as presented or as
amended
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