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TDC Minutes 05/22/2017 - DRAFT (FINAL NOT RECEIVED FROM TOURISM) May 22, 2017 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, May 22, 2017 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 9:00 AM in a REGULAR SESSION in Building "F" of the Government Complex, p orida with the Following members present: 0 Chairman: Co.- -� io er Donna Fiala (Excused) It4c; ., '4Cailli' Vice Chairman: us. B cker VO .- Rios (Excused) 6C .rk Hill obert Miller Ed (Ski) Olesky , Dan Sullivan Michelle McLeod Nancy Kerns 'S''S 4S' "CCLI: ALSO PRE, Jack Wert, Tourism Director Ed Caum, Deputy Director, Sports Tourism/Marketing Gary McAlpin, Manager, Coastal Zone Management Colleen Greene, Assistant County Attorney Kelly Green, Tourist Development Tax Coordinator Michael Obyc, Sr. Sports Marketing Manager Tim Durham, Executive Manager of Corporate Business Operations 1 Collier County, FL : May 22, 2017 Page 1 of 4 May 22, 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 May 22, 2017 9:0o 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 4/24/17 ii. TDC Workshop 4/18/17 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. 2017-2018 Cat.A Grant Application Requests- Revised ii. 10 Year Plan Review-Revised http://www.colliergov.net/your-government/advisory-boards-and-authorit... 6/5/2017 Collier County, FL : May 22, 2017 Page 2 of 4 iii. FDEP Agreement i6COi 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 B. *OTHER TDT FUNDING REQUESTS C. *FY i8 TDC Grant Applications i. Category B Applications ii. Category C-2 Applications D. *TDC Summer Meeting Schedule 8. OLD BUSINESS These items have been continued from a previous TDC meeting,or are reoccurring reports for review by the TDC. A. TDC Workshop Wrap-Up— Invitation to 6/12/17 BCC Meeting i. TDT Modeling Research 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 http://www.colliergov.net/your-government/advisory-boards-and-authorit... 6/5/2017 Collier County, FL : May 22, 2017 Page 3 of 4 Tourism staff at each TDC meeting. A. Research Data Services B. Paradise Advertising&Marketing, Inc. C. LHG(Lou Hammond Group) D. Collier County Tourist Tax Collections E. Miles Partners-Website Activity F. Digital&Social Media- Paradise Advertising and Zebra Brazil G. Phase V- Fulfillment Services ii.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 —June 26, 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. http://www.colliergov.net/your-government/advisory-boards-and-authorit... 6/5/2017 Collier County, FL : May 22, 2017 Page 4 of 4 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-boards-and-authorit... 6/5/2017 May 22, 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—Vice Chairman Becker Vice Chairman Becker called the meeting to order at 9:00 AM 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 'All* Mr. Hill moved to approve the Agenda. Second by Mr. Olesky. C lib unanimously 7—0. B. Approval of prior TDC Meeting Minutes 'ISLe i. Regular Meeting 4/24/2017 Mr. Hill moved to approve the minutes of the April 01 Meeting as presented. Second by Mr. Olesky. Carried unanimously 7—0. ii. TDC Workshop 4/18/17 Mr. Hill moved to approve the minutes o it 18, 2017 Workshop subject to the following change: • Page 4—last bullet, from . It red...."to "...encumbered/unencumbered..." Second by Ms. Kerns. Carrie, . ously 7—0. 5. Presentations/Public Comment 4, ii .tutes each) None Ms. McLeod requested on t e Consent Agenda be heard by the Council individually. 6. CONSENT AGENDA k. 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, 1 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. 2017-2018 Cat. A Grant Application Requests - Revised Mr. McAlpin presented the Executive Summary "Recommendation to approve Category "A" Tourist Development Council Grant applications from the City of Naples, the City of Marco Island and Collier County for FY-2017-2018 in the amount of$10,296,300; authorize 2 May 22, 2017 the Chairman to sign Grant Agreements following County Attorney's approval; and make a finding that these expenditures will promote tourism" dated May 22, 2017 for consideration. He noted: • The Grant applications were previously recommended for approval by the Tourist Development Council but have been revised to include the Naples Beach renourishment project at $4.5M and the work at Doctors/Wiggins Pass at $475,000. • The expenditures proposed have been reviewed by the budget office and are a more accurate reflection of the costs for Fiscal Year 2018. • The dredging work that may be required at Doctors Pass (800 cubic yards) is not included in the applications at this point in time as staff is awaitin price quotes on the work. Mr. Hill moved to recommend the Board of County Commissioe a ove Category "A" Tourist Development Council Grant applications from the C.- o es, the City of Marco Island and Collier County for FY-2017-2018 in thet of$10,296,300; authorize the Chairman to sign Grant Agreements foil g _. my Attorney's approval and finds the expenditures will promote tourism. S s. Kerns. Carried unanimously 7—0. 4S" ii. 10 Year Plan Review - Revised Mr. McAlpin presented the Executive S • ary " ecommendation to approve the 10-Year Capital Planning document for Fund 1' B- Renourishment and Pass Maintenance and Fund 185 Program Management an, A .. ration" dated May 22, 2017 for consideration. He noted the Capital Plan has bee see` o reflect the changes in the proposed Grant Applications heard under ite Ms. Kerns moved to rec , • , , e Board of County Commissioners approve the 10-Year Capital Planning doc ir Fund 195-Beach Renourishment and Pass Maintenance and Fund 185 Pro'4,40 + ' agement and Administration. Second by Ms. McLeod. Carried unani us —0. iii. FDEP Agreement 16C01 Mr. M k;1 I 1 t • esented the Executive Summary "Recommendation to approve and auth,riz : hairman to execute Agreement No.16C01 with the Florida Department of E 1 i m: tal Protection Bureau of Beaches and Coastal Systems Beach Management 4/41$ Assistance Program for Collier County Beach Nourishment, and make a finding s his item promotes tourism" dated May 22, 2017 for consideration. Ms. Kerns moved to recommend the Board of County Commissioners approve and authorize the Chairman to execute Agreement No. 16C01 with the Florida Department of Environmental Protection Bureau of Beaches and Coastal Systems Beach Management Funding Assistance Program for Collier County Beach Nourishment and finds the expenditures will promote tourism. Second by Mr. Sullivan. Carried unanimously 7—0. 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 3 May 22, 2017 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 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. ,(\ Ed Caum,the new Deputy Director for Sports Tourism/Marketing was introduce t Council. A. EVENT FUNDING REQUESTS ri‘4444'\ i. Sports Event Funding Request Mr. Obyc presented the Executive Summary "Recomme ', •l of Tourist Development Tax Category "B"funding to support the upcoming F 'ii or s Event up to $6400.00 and make a finding that these expenditures promote touris %dal d May 22, 2017 for consideration. He noted: • The Grant request is for the South Flo •a St e hampionships A/B/C Girls Softball Tournament which is held in partne i• 'th Lee County. • The event will be held from Jun- 31, . thru July 2, 2017 and is expected to attract 350 participants. • In 2016, 26 teams particip.44iti ating 500 room nights for the County. • The funds will be utilizi. d rental and staff costs. Ms. Kerns moved to reco e Board of County Commissioners approve Tourist Development Tax Cat, l t I funding to support the upcoming FY 17 Sports Event up to $6,400.00 andfind the • expenditures promote tourism Second by Mr. Sullivan. Carried unanimously 7 . B. OTHER TDT FUNDING REQUESTS None ^ ' 4 C. FY 18 TDC Grant Applications i. Category B Applications Mr. Wert presented the Executive Summary "Recommendation to review Tourist Development Tax Grant Application(s) and provide recommendations for FY 18 Category B ($83,000) and Category C-2 ($604,073) and make a finding that these expenditures promote tourism" dated May 22, 2017 for consideration. He provided an overview of the applications noting annually there are $600,000 of funds is dedicated to the activity with approximately $1M of funds available for distribution at this point in time, including the prior years carry forward. Category B Applications Naples, Marco Region of Antique Automobile Club of America,In. 4 1 May 22, 2017 Mr. Wert noted staff recommends $25,000 be awarded to the applicant. The auto show is held at the Naples Depot and the applicant is projecting 200 out of town visitors generating 125 room nights. Artis-Naples Mr. Wert noted staff recommends $25,000 be awarded to the applicant. Speaker Denise Bealin noted the application is for promotion of the 2017 Naples International Film Festival (NIFF) in October of 2017. As of January 1, 2017,NIFF became part of the Artis- Naples portfolio and funding will be used for out of the area promotions through digital and social media outlets in addition to advertising in film industry publications. They project 1,500 overnight visitors and 3,000 hotel room nights for the event. Hodges University Mr. Wert noted staff recommends $10,000 be awarded to the applicant. Speaker Carrie Keriskie This application is to promote the first annual 2018 Identity Fraud Cyber Security Conference in April 2018. The funds will be used for advertising assistance via social media, website, direct mail and a press release campaign to attract out of area attendees to the conference. They project 150 visitors for the three-day conference. Kiwanis Club of Pelican Bay,Naples Mr. Wert noted staff recommends $25,000 be awarded to the applicant. Speaker Jessica Macera noted the request is to promote the Fourth Annual Bacon Fest to be held at the Naples Airport in November 2017. The November 2016 event attracted 7,000 visitors and generated 235 hotel room nights and event organizers project 8,000 overnight visitors and 300 room nights for the 2017 festival. Proceeds are used to feed children in Collier County through programs such as "Blessings in the Backpack, " a school activity for designated students. Naples St. Patrick Foundation Mr. Wert noted staff recommends funding up to $10,000 for out of market promotion of the parade to college alumni groups, however it's been subsequently determined the funds requested were to be used for operating expenses. Speaker Jim McEvoy reported the Grant request for operating expenses which are not an allowed use of funds under the guidelines and is withdrawing the application. Mr. Hill moved to recommend the Board of County Commissioners approve the following Grant applications: Naples, Marco Region of Antique Automobile Club of America,Inc. - $13,000; Artis-Naples- $25,000; Hodges University- $10,000; Kiwanis Club of Pelican Bay, Naples- $25,000 and finds the expenditures promote tourism. Second by Ms. Kerns. Carried unanimously 7—0. ii. Category C-2 Applications (this item was heard before Item 7.C.i) Artis Naples Mr. Wert reported staff recommends $175,000 be awarded to the applicant. Speaker 5 May 22, 2017 Denise Bealin noted the application is for acquisition and promotional expenditures for a traveling exhibit from the Brooklyn Museum titled, "French Moderns: Monet to Matisse" encompassing 65 works of art. The show will run from October to January at the Baker Museum, but may be extended. They project 4,731 overnight visitors and 9,462 room nights generated by the event. Naples Botanical Garden Mr. Wert reported staff recommends $150,000 be awarded to the applicant. Speaker Kara Laufer noted the request is for exhibit rental and promotional expenditures for a "Dinosaurs in the Garden" exhibit at the Garden. The exhibit will feature a multi-sensory display of ten life-size dinosaurs that will run from February through May. The event is expected to attract 10,638 overnight visitors and generate 2,660 room nights. Golisano Children's Museum of Naples Mr. Wert reported staff recommends $150,000 be awarded to the applicant. Speaker Teresa Stohs noted the request is to assist in promoting traveling exhibits to the museum in 2018. Museum staff will select from four different exhibits with different age and subject matter depending upon availability. They project 600 overnight visitors for the event. Naples Zoo Mr. Wert reported Staff recommends $129,073 be awarded to the applicant. Speaker Jack Mulvera noted the request is for rental and promotional expenses for a traveling exhibit titled, "Penguins in Paradise" consisting of four critically endangered African black footed penguins to be featured at the Naples Zoo from November 2017—April 2018. They project 42,896 overnight visitors generating 14,298 room nights over the course of the event. Mr. Miller moved to recommend the Board of County Commissioners approve the following Grant applications: Artis-Naples $175,000; Naples Botanical Garden - $150,000; Golisano Children's Museum of Naples- $150,000 and the Naples Zoo- $129,073 and finds the expenditures promote tourism. Second by Mr. Olesky. Carried unanimously 7—0. D. TDC Summer Schedule Mr. Wert presented the Executive Summary "Recommendation to establish a 2017 summer meeting schedule for the TDC" dated May 22, 2017 for consideration. Ms. Kerns moved to cancel the regularly scheduled Tourist Development Council Meeting for August 2017. Second by Mr. Sullivan. Carried unanimously 7—0. 8. Old Business These items had been continued from a previous TDC Meeting, or are reoccurring reports for review by the TDC. A. TDC Workshop Wrap-Up—Invitation to 6/13/17 BCC Meeting Mr. Wert presented the Executive Summary"Recap of Discussion at TDC Workshop and April Meeting on TDT Reallocation and the Amateur Sports Complex and invitation to attend the 6 May 22, 2017 July 13, 2017 Joint BCC/TDC Workshop on these subjects" dated May 22, 2017 for informational purposes. Staff researched items that arose during the Workshop discussions as follows: 1. The costs for Operations and Maintenance and future revenue are included in the proposed sports complex business model and will be covered by the General Fund through the Parks & Recreation budget. 2. Land acquisition costs are included in the business model. 3. The sales, operation/maintenance (0 & M) and management of the proposed complex will most likely be handled via a public/private partnership with the O&M the responsibility of Parks & Recreation Division and the marketing, sales and management handled by a private sector firm. 4. Additional funding models as requested have been developed to be reviewed under item 8.A.i. i. TDT Modeling Research Mr. Wert provided the Executive Summary "Recap of Discussion of TD 4*•r iop and April Meeting on TDT Reallocation and the Amateur Sports Complex and 'nat in o attend at the June 13, 2017 Joint TDC/BCC Workshop on these subjects" dated ' . . , 017 for information purposes. He noted the City of Naples approved a Resolution s i s. ng a 60%/40% split of Tourist Development Tax revenue for beach renourishment/ i d promotions and marketing respectively, and not supporting construction o,‘ 71 omplex. Mr. Durham provided the following funding modelsn t mation purposes: • "Tourist Development Tax Permissible Use v,-• urrent Allocation. " • "4 Percent TDT-Reallocation of Fu with _ports Complex. " • "4 Percent TDT-Reallocation of Fu d 0/40 split. " • "5 Percent TDT-Reallocation 60/40 split. " • "5 Percent TDT-Model #1. " • "5 Percent TDT-Model •. cis The following was noted d . ' cil Member discussions: • Concern some of V s indicate a reduction in allocations to promotions and marketing. • Visit Florio ay the subject of reduced funding this year and the County may be losing c. p •vertising opportunities. • The m.) .,_-m- t, sales, marketing, operations and maintenance by an outside vendor is nec-''`4 the County does not have the staffing available to provide the services. This e „ . •erations is common in the industry and the final structure of any agreement 7, . - .e executed by the County at a later date. h Resolution approved by the City of Naples was to ensure adequate funds are vailable for beach maintenance and facilities and supporting the position of the City's hoteliers on not increasing the tourist tax rate. The Council unanimously accepted the report prepared by staff in anticipation of the June 13, 2017 Joint TDC/BCC Workshop. Break: 10:40 am Reconvened: 10:47 am 9. Council Member Discussion 7 May 22, 2017 Ms. McLeod noted, for information purposes, her research on the original adoption of the Tourist Tax reveals it was originally proposed for the construction of a baseball stadium for the Baltimore Orioles in 1990, however hoteliers sued and the action was overturned. Subsequently, in 1992 the Board of County Commissioners adopted the originally imposed 2 percent tax rate. Ms. Kerns reported the "Stay in May" campaign was very successful. 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—May 22,2017 \I A. Research Data Services—Dr. Walter Klages "Research Report—Klages Research and Research Data Services, Inc The following was noted during Council discussions: • Easter Sunday, being in mid-April will help boost Avera,41 ates and occupancy for the month. • The group events facilities on Marco Island are an • • d to be online in the near future. • Staff continues discussion with Airbnb for collecti oft urist tax on rentals booked through the organization. ' Zi4Ir B. Paradise Advertising—Cedar Hames/Nicol el y None C. Lou Hammond Group -Jonell Mo lit ro "Lou Hammond Group and CVB P 'ublic Relations Report" D. Collier County Tourist Ta a 'ons—Jack Wert "Collier County Tax Colle',4 st Tax Collections" E. Miles Partners—W 'te A tivity—Buzzy Ford "Web Site Analytic F. Digital& Social Media- Paradise Advertising and Zebra Brazil "Brazil Social Media Marketing" G. Atilus • rch Engine Optimization "Digital/ .cial 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 B. Group Sales 8 May 22, 2017 C. Leisure and Travel Trade Sales D. Sports Marketing E. Public Relations & Communications F. Film Office G. International Representatives H. Visitor Centers 12. Detailed Staff Reports Submitted 13. Next Scheduled Meeting Date/Location—June 26,2017—9:00 a.m. Collier County Government Center, Administration Bldg. F,3rd Floor, 3299 Tamiami Trail East,Naples,Florida 34112 \) A**47%* There being no further business for the good of the Coun i 1 ating was adjourned by order of the Chair at 11:35 A.M. 410 COLLIER CTOURIST DEVELOPMENT COUNCIL 44S" A*g.,<;)• Commissioner Donna Fiala &''''94Y'S) These minutes a.prNa. s the Board/Committee on as presented or as amende• % . 'IS) 9