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TDC Minutes 03/24/2003 R March 24, 2003 TRANSCRIPT OF THE MEETING OF THE TOURIST DEVELOPMENT COUNCIL Naples, Florida, March 24, 2003 LET IT BE REMEMBERED, that the Tourist Development Council in and for the County of Collier, having conducted business herein, met on this date at 9:00AM in REGULAR SESSION in Building "F of the Government Complex, East Naples, Florida, with the following members present: CHAIRMAN: Commissioner Tom Henning Vice Mayor Gary Galleberg Gene Vaccaro Kevin Durkin Jerry Thirion (9:07) Susan Becker Rhona Saunders Councilman E. Glen Tucker Joe Dinunzio ALSO PRESENT: Ron Hovell, Project Manager-Public Utilities Div. Jack Wert, Tourism Director Heidi Ashton, Assistant County Attorney Page 1 COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING AGENDA COLLIER COUNTY COMMISSION CItAMBERS MARCH 24, 2003 9 A.M.- NOON 1 !! HI IV CALL TO ORDER ;tOLL CAL~_ CHANGES AND APPROVAl, OF AGENDA iNTRODUCTION OF GUEST~ APPROVAl. OF MIN,UTES_ - February 24, 2003 ¥1 REQUESTS FOR FUNDING Category "A" Grant Rcqucsts- Ron llovcli tc County line to south of Gordon Pass annual monitoring: work order / proposal tbr thc summer 2003 surveys and annual monitoring report (project # 90004) b. llideaway Beach Annual Monitoring: work order / proposal for the April and November 2003 surveys and annual monitoring report required by permit (project 1t')0006) c. Wiggins Pass (project//50004): work order amendment (th-nc & materials) for actual construction observations costs due to inclement weather and mechanical problems d. llideaway Beach Access Improvements (project # 90511): last TI)C meeting the recommendation to withdraw thc permit application was approved; CAC recommended a budget estimate of $25,000 to study thc environmental (birds, mangroves, ~a grasses) kssucs to see if there is a way to obtain a permit for a project to improve walking access to Hideaway- Vlli REPORTS FOR TDC ACCEPTANC~ Collier County Film Commission First Quarter Report - Maggie McCarty STAFF REPORT~ 1. Director's Report - Jack Wert 2. Introduction of New Tourism StaffMcmbers -.lack Wort 3. KSR Report NEW BUSINESS I. Naldcs Chamber Permission to use "Collier County CVB' Name March 24, 2003 II. IlL IV. V. VI. Call to Order - Commissioner Tom Henning called the meeting to order at 9:03 AM. Pledge of Allegiance was recited. Roll Call - a quorum was established. Changes & Approval of Agenda - Mr. Durkin moved to approve the Agenda. Seconded Susan Becket. Carried Unanimously 7-0 Introduction if Guests - None Approval of Minutes - February 24, 2003 - Mr. Durkin moved to approve Minutes of February 24, 2003. Seconded Susan Becker. Carried Unanimously 7-0. (Mr. Thirion arrived at 9:07 AM) Requests for Funding - Category "A" Grant Requests - Ron Hovell County line to south of Gordon Pass annual monitoring: work order/proposal for the summer 2003 surveys and annual monitoring report (project #90004) Councilman Galleberg moved for approval. Seconded Rhona Saunders. Carried Unanimously 8-0. Hideaway Beach annual Monitoring: work order/proposal for the April and November 2003 surveys and annual monitoring report required by permit (project #90006) Council Tucker moved for approval. Seconded Councilman Galleberg. Ron Hovell noted there is some confusion with projects on Hideaway with the renourishment of the beach project so the Coastal Advisory Committee has established a Policy Sub-Committee and will meet next Monday. Motion Carried Unanimously 8-0. Co Wiggins Pass - work order amendment (time & materials) for actual construction observation costs due to inclement weather and mechanical problems. (Project #50004) Councilman Galleberg moved to approve. Seconded by Councilman Tucker. Carried unanimously 8-0. d. Hideaway Beach Access Improvements - (Project#90511): last TDC meeting the recommendation to withdraw the permit application was Page 2 VII. VIII. March 24, 2003 approved; CAC recommended a budget estimate of $25,000 to study the environmental (birds, mangroves, sea grasses) issues to see if there is a way to obtain a permit for a project to improve walking access to Hideaway. Councilman Tucker moved for approval. Seconded Mr. Durkin. Councilman Galleberg stated the CAC decided it was an environmental study, and whatever the future holds for Hideaway, as far as renourishment and public funding this study would be useful knowledge of the entire coast line. Councilman Tucker stated the public policy issue keeps coming up and when he became a member of the TDC there was no discussion and seemed to be in the best interest of the public to keep Hideaway Beach renourished. The Hideaway Beach area, Tigertail and Collier Creek systems all interact. In the past there was a renourishment program paid for by beach front owners and later TDC monies. He corrected an issue from the newspaper about the attitude of several city council members about beach access on Marco Island. He gave a past history of the beach access by developers when Marco Island became a city and after. The attitude of the residents and City Council is not that they want exclusive beach use; it is a parking dilemma they are concerned about. He wants everyone to keep an open mind. Motion Carried Unanimously 8-0. Reports for TDC Acceptance Collier County Film Commission First Quarter Report- Maggie McCarty - She gave a recap &the report Councilman Galleberg moved to approve the report. Seconded Susan Becker. Carried unanimously 8-0. Staff Reports 1. Director's Report - Jack Weft - gave a recap of activities in the past months: - Florida Huddle - Show with Vanderbilt Inn (important to attend) - Collier County Lodging Assoc. presentation - Workshops- Roundtable - Delta Vacations - 90 sec. video message 2. - Introduced two new staff members - Nancy Mesa and Debi DeBenedetto. - Spent time in Tallahassee (sub-committee on Tourism) Page 3 March 24, 2003 Grant applications for next fiscal year are reviewed in April and asked if they could be continued in May. It was agreeable with the rest of the members. He mentioned the May meeting falls on the Memorial Day Holiday. He checked on the availability of the room. The Committee decided to meet on Wed. May 28th. - He introduced Mr. Bob Dictor from the Marco Island Marriott who will take Mr. Thirion's place on the TDC. - Naples Botanical Garden Report - construction work completed - Question was asked about the number of persons on the Board. Mr. Wert replied Mr. Bud Stannar has a non-voting position created by the BCC for the review grant applications relating to "events". He has not attended meetings in the past and was reappointed by the BCC for another 4 year term. He is always invited to the meetings. The BCC also created an Everglade City seat, Mr. David Loving, to replace Mr. Vaccaro's seat. Commissioner Henning felt they should look at the Ordinance concerning Mr. Stannar's position. e KSR Report - Barbara Larkin reported: Visitors increased for January and February Advertising Activities & Other Misc. Activities - Coop Ads - Successful Meetings - Shortened the Logo name - "GreaterNaplesMarcolslandEverglades" - Researched Updates on Website - Creating a CD Rom - Creating a Symbol/lapel pin - Emergency Plan Outline Introduced Jonelle Modys - Public Relations Director - FAM Trips - Journalists visiting - Fox Network Visits - Press Releases - 5 in Jan & Feb. - E-Letter - Assisted Program on Food Network with Production crew in Everglade City - Nature Activities Page 4 March 24, 2003 IX. Articles in several magazines Press Clippings Councilman Galleberg would like to see the Annual Report over a cycle of 12 months. Discussion followed on those using the Internet. The Committee would like to see comparables for the month, year and year to date. New Business 1. Naples Chamber Permission to use "Collier County CVB" name. Mr. Wert explained an Agreement is attached and was discussed. Sometime in the future they may want to use the name Collier County Convention and Visitors Bureau - so need to consider agreeing with the agreement and permission from the Chamber to use the name. Heidi Ashton - Assistant County Attorney has concerns with the agreement and will discuss them with Mr. Wert before going to the BCC. Mr. Wert has problems with the agreement also, but would like a recommendation from the TDC to try to reach an agreement with the Greater Naples Chamber. Ms. Saunders moved to postpone the recommendation of the agreement for permission from the Greater Naples Chamber to use the name "Collier County CVB" name until more information is given. Seconded Mr. Thirion. Carried Unanimously 8-0. 2. Contract with Visit Naples, Inc. for Economic Disaster Recovery Program. -Found Agreement for Emergency Advertising since 1997 - Sandlin & Assoc. not used since and PO has been rolling over year after year. Approx. $600,000 is tied up in the Purchase Order and Mr. Weft requests the contract be terminated and take to the BCC. Mr. Durkin moved to recommend termination of the Contract with Visit Naples, Inc. for Economic Disaster Recovery Program and forward to the BCC for approval. Seconded Councilman Galleberg. Carried Unanimously 8-0. 3. Enhanced Research Program - contract of $41,500 with Evens- Klages, Inc. for a quarterly report on impact of tourism in the community and annual conversion study. Mr. Wert determined they need more data and detail on their target market, Need to promote whole destination as one entity. For more research cost would be an additional $40,000. This has not been negotiated at this point. He suggests the TDC perhaps Page 5 March 24, 2003 recommend "up to" $40,000 and negotiate with them. The research is necessary. Discussion followed on costs, possible bidding on the contract, renewal of the contract in 2003, and time of year, marketing and economy. Mr. Durkin moved to table the Enhanced Research Program for one year. Seconded Councilman Galleberg. Mr. Durkin amended his motion to delay the proposed additional priorities until the Contract is up for renewal for October 1, 2003 for the 2003/2004 fiscal year. Councilman Galleberg amends his second. Carried Unanimously 8-0. 4. Recovery Advertising Allocation - emergency fund was established after 9/11, and was replenished to $1M. Mr. Wert would like to allocate some dollars and like the TDC to recommend to the BCC to allocate $250,000 from the fund to be used immediately to KSR. Barbara Larkin from KSR based her information from the roundtable discussion that was held and what FLUSA is proposing in their emergency plan. They put together an outline of a plan and focused on what the emergency would be. There would be a command post in place for Tourism and a budget would be prepared for those emergencies. The objective is to bring tourists to the area after the emergency as quickly as possible. She covered different options of what would be done length of time and budget costs. ($550,000 6 weeks or $925,000 12 weeks) She gave a breakdown of the two options. Discussion followed on production budget, radio & TV advertising and costs. Mrs. Saunders questioned the costs themselves and expressed the commercials may be too elaborate. KSR responded they are only looking at proposals at this time. A decision needs to be made whether $125,000 should be released to spend on production advertising. It was noted perhaps more monies should be allocated toward the emergency fund. Mr. Wert responded they have had conversations with the advertising company on such concerns - funds may be reallocated as time goes on with what is happening in the world today. Mr. Bleu Wallace - Community Development Operations Director - The balance for the disaster recovery this past year was down to approx. $600,000 and transferred over $300,000 into Disaster & Recovery from Advertising & Promotion to get the total up to the SIM that the Budget Page 6 March 24, 2003 Director, County Manager and everyone felt it should be at. It was reported at a previous meeting. It use to be a percentage figure and accumulated. Last year $250,000 came out of the advertising and promotion and $250,000 came out of the allocation for the normal budget for advertising. Last summer the TDC recommended another $250,000 come out of the disaster recovery for additional advertising and was approved by the BCC. Mr. Dinunzio moved $250,000 be approved and recommended to the BCC for the Economic Disaster Fund, under the direction of the Tourism Director to be implemented by the advertising agency. Seconded Mr. Durkin. Carried unanimously 8-0. Ms. Ashton asked there be discussions between Mr. Wert and the Clerk of Courts prior to the BCC approval. Break- 10:35 AM Reconvened- 10:45 AM Mr. Wert explained that after the last vote it was brought to his attention concerning "Option 1". The option for $250,000 in advertising has an additional $70,000 for Public Relations Expense, which are actually "out of pocket" expenses. The recommendation needs to be $320,000 out of the emergency Fund #196 and then become the Scope of Services and do an amendment to the KSR Contract. These figures are not negotiated, but can negotiate the costs relating to the $320,000. Councilman Tucker moved $320,000, as explained by Mr. Wert, instead of the $250,000, be approved and recommended to the BCC for the Economic Disaster Fund, under the direction of the Tourism Director to be implemented by the advertising agency. Seconded Mr. Thirion. Carried unanimously 8-0. 5. J.P. Morgan Tennis Challenge - this is a tennis challenge on April 5th, 2003 Naples Bath & Tennis. The two seated top tennis players in the world, including Monica Sellas, will be in Naples. Great media opportunity as it will get national coverage and also a 2 minute segment on GreaterNaplesMarcolslandEverglades. This is a great opportunity for $15,000. The logo will be displayed. Ms. Saunders moved to approve the ratification of staff & KSR's action to purchase this media promotion opportunity at the cost of $15,000 from the Opportunity Marketing line. Seconded Susan Becker. Carried unanimously 8-0. Page 7 March 24, 2003 0 Meeting Planner Golf Classic - meeting planners to tour the County for various events. Would like to have an agreement with Collinson & Company to sponsor the event. Ms. Saunders moved to approve and recommend the County enter into an agreement with Collinson & Company to sponsor the event for $20,000 from the Opportunity Marketing line. Seconded Mr. Thirion. Carried unanimously 8-0. Audubon Photo Safari - has held with Corkscrew Swamp and Audubon for several years. It attracts approx. 150-200 people. It is a series of advertising and good exposure - but the cost being $50,000. Lee County would like to sponsor it and is accessible from Lee County. Mr. Weft would like to go back to Collinson and see if Lee County would cost share on the event. Jonelle Modys - KSR - noted Lee County markets and promotes Corkscrew Swamp and Sanctuary and advertises it as being in Bonita Springs. Commissioner Henning moved to expend up to $25,000 on the Corkscrew Swamp Sanctuary Photo Safari event. Seconded Ms. Saunders. Carried unanimously 8-0. Se Fulfillment Savings on International Mailing - opportunity to save money for mailing out International Packets with the USPO ISAL rates, a savings of $2.75 ~ with no documentation. This has been done with other vendors and Mr. Wert will meet with Finance to work out the details. Ms. Saunders moved to approve Mr. Wert do the International mailings for the USPO ISAL rates after meeting with Finance to work out the details. Seconded Councilman Tucker. Carried unanimously 8-0. Meeting Planner Guide Approval - proposal from Gulf Shore Media to do a meeting planner guide and put on the website. It will be distributed at tradeshows for meeting planners. Cost would not exceed $15,000. Mr. Durkin moved to follow the staff's recommendation to proceed with 'the proposal at a cost not to exceed $40,000 and a net cost to the County not to exceed $15,000. Seconded Mr. Thirion. Carried unanimously 8-0. 10. Tourist Tax Allocations - follow up discussion held at Joint Workshop in December with the BCC. The concerns are with the allocation and percentages currently in the Ordinance relating to the Tourist Development Tax related to funding. Asked Ms. Ashton what is flexible and what is not. Need to find more promotion dollars and possibly find partnering or other sources not Page 8 March 24, 2003 currently in the budget. Need to release funds from other sources relating to beaches or museums or whatever it might be and reallocate to promotions. Commissioner Henning stated if they can measure the worth of it - it is worthwhile. Councilman Galleberg stated it was a terrible idea. The reason residents voted the Tourist Tax was for coastal management and beach renourishment. It was not for corporate advertising. Coastal management has to be a government function, promotional advertising does not. If the funds have to come from somewhere else, they need to expand their local governments. Mr. Wert stated the intent is to find additional sources of funding for beach projects and whatever is found would be released to promotion, such as State, Federal, Government and Private Funds. SPEAKER Mr. Ron Pennington - City of Naples resident & member of Coastal Advisory Committee - not necessarily speaking for the Committee - gave a history of the determination of the different beaches in the past. He, himself, had given funding options - sales tax, tourist development tax or a combination. The voters choose 60% beach renourishment and 40% promotions. It if wasn't for the beaches, Collier County wouldn't have a Tourist Tax today. The Commission then added another 1% tax for beaches. Collier County beaches are some of the best beaches in the areas. Collier County maintains a 10 year plan, updated annually; to make sure they are well maintained and are prepared for hurricanes. He urges the members take no action to recommend change to the current allocation. They are planning a major restoration to the beaches next year. The proposed allocation change would be disastrous to the program and a major negative reaction to the public. Ron Hovell - many Counties require some level of partnerships between Federal, State, County, City, TDC, special Taxing Districts and upland property owners. Dealing with them and accomplishing them can be risky. Some of the Federal funding can take 8-10 years. Already are looking at State Funding. Local area funding has their pros and cons. The CAC Sub-Committee will work on these concerns. Commissioner Henning said they are not trying to neglect the beaches, just try to find more funding sources for the different categories to market the community for off-season. Page 9 March 24, 2003 Councilman Tucker moved to approve the recommendation on a reallocation of funds to increase promotion funding, and have the different categories find more funding sources. Seconded Mr. Thirion. Mr. Wert clarified they will try to find additional sources of funding for non- tourist related projects, such as beaches, museums, events and allocate those savings to tourism promotions. Councilman Tucker didn't feel it takes away from beach renourishment. By Ordinance their hands are tied on how much they can allocate, and didn't feel they should look for more funds, because they can't use them if they do get them. Ms. Saunders stated she is uncomfortable with decreasing any funding for the beaches. Discussion followed on different areas of funding, budgets, trusts, sponsorships and monies from museums. Motion Carried 5-3 - Ms. Saunders, Mr. Galleberg and Ms. Becker voting "no". X. Audience/Industry Input & Discussion - None XI. Council Discussion - None Next Meeting Date/Location - Commissioner Henning would like "Meeting Schedules for the TDC" added to the May Agenda. (possibly holding quarterly meetings) XIII. Adjournment There being no further business for the good of the County the meeting was adjourned by order of the Chair at 11:30 AM. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Chairman Commissioner Tom Henning Page 10