Loading...
TDC Minutes 07/31/2017 July 31, 2017 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, July 31, 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, Naples, Florida with the Following members present: Chairman: Commissioner Donna Fiala (via telephone) Vice Chairman: Susan Becker (Excused) Victor Rios Clark Hill (Excused) Robert Miller (Excused) Ed (Ski) Olesky Dan Sullivan Michelle McLeod Nancy Kerns ALSO PRESENT: Jack Wert, Tourism Director Ed Caum, Deputy Director, Sports Tourism/Marketing Colleen Greene, Assistant County Attorney Kelly Green, Tourist Development Tax Coordinator Barry Williams, Director, Parks and Recreation Margaret Bishop, Project Manager Michelle Arnold, Director, Public Transit & Neighborhood Enhancement 1 MEETING AGENDA &NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center,Administration Bldg. F,3rd Floor 3299 East Tamiami Trail,Naples,FL 34112 July 31,2017 9:00 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 6/26/17 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. FDEP Long Range Budget Plan Resolution 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 Requests ii.USGA Women's Mid-Amateur Funding Request B. * OTHER TDT FUNDING REQUESTS i. East Naples Community Park-Additional Pickleball Court Construction C. * FY 18 Proposed Tourism Budget D. *Naples Depot Train Car Sublease for Visitor Information Center E. * FY 18 Proposed Marketing Plan Schedule F. * Event Signage Pilot Project G. * Friends of the Fakahatchee Funding Request 8. OLD BUSINESS These items have been continued from a previous TDC meeting, or are reoccurring reports for review by the TDC. A. FY 17 Q2 Quarterly Financial Review B. Beach Trolley Update—Michelle Arnold 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. 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 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—September 25,2017 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. July 31, 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 Fiala Mr. Rios moved to allow Commissioner Fiala to participate in the meeting via telephone due to an extraordinary circumstance. Second by Mr. Sullivan. Carried unanimously 5—0. Commissioner Fiala called the meeting to order at 9:02 A.M. and recommended someone present in the Boardroom chair the meeting. Ms. Kerns assumed the Chair. 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. Rios moved to approve the Agenda. Second by Mr. Olesky. Carried unanimously 6—0. B. Approval of prior TDC Meeting Minutes i. Regular Meeting 6//26/2017 Mr. Olesky moved to approve the minutes of the June 26, 2017 meeting as presented. Second by Mr. Sullivan. Carried unanimously 6—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. i. FDEP Long Range Budget Plan Resolution Executive Summary "Recommendation to approve a Resolution supporting the County's applications to Florida Department of Environmental Protection for Long Range Budget Plan Requests for Beach Renourishment Projects for Fiscal Year 2018/2019. This action maintains the County's eligibility for State Cost Share Funding for future renourishment projects" dated July 31, 2017. 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 2 July 31, 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 Ms. McLeod moved to recommend the Board of County Commissioners approve the item listed on the Consent Agenda and hereby finds the item promote tourism. Second by Mr. Olesky. Carried unanimously 6—0. 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 Requests Mr. Caum presented the Executive Summary "Recommend approval of Tourist Development Tax Promotion funding to support the five upcoming October and November 2017 Sports Events up to $20,600 and make a finding that these expenditures promote tourism" dated July 31, 2017 for consideration. He noted: • The funding is for the ITF (International Tennis Federation) Super Senior Tournament from October 2-6, 2017 - $2,200; USTA(United States Tennis Association)National Women's 40 & 50 Mother Daughter Clay Court Championships from October 4-8, 2017 - $2,200; USSSA(US Specialty Sports Association)Naples Fall Classic baseball tournament from October 13-15, 2017 - $7,000; ITF Senior Tournament will take place October 23-27, 2017 - $2,200; Suncoast Invitational youth soccer event from November 4-5, 2017 - $7,000. • Staff: • Continues to pursue avenues to improve reporting on events including use of the DMAI (Destination Marketing Association International) calculator, a platform recognized in the industry for measuring the economic impact of events held in destinations. • Take measures to ensure the future data reporting will include enhanced breakdowns of the events economic impact on the area. • Ensure grantees use County branding and logos in promotion of the events. • Is working on utilizing a 3rd party vendor for booking room nights which will improve the tracking of stays by visitors to ensure the projected demand for hotel rooms is met by the applicant. • Is working with the County Attorney's office to develop a contract mechanism to reduce the dollar amount eligible from the County if the number of room nights projected is not met by the applicant. • Proposing to employ 3 job bankers (by January 2018) on weekend events to reduce the potential for overtime pay for full time Parks and Recreation Division workers. Mr. Sullivan moved to recommend the Board of County Commissioners approve of Tourist Development Tax Promotion funding to support five upcoming October and November 2017 Sports Events up to $20,600 and finds these expenditures promote tourism. Second by Mr. Rios. Carried unanimously 6—0. 3 July 31, 2017 ii. USGA Women's Mid-Amateur Funding Request Mr. Caum presented the Executive Summary "Recommend approval of Tourist Development Tax Category "B"Promotion funding to support the USGA Women's Mid-Amateur Championship, October 7-12, 2017 up to $25,000 and make a finding that these expenditures promote tourism"dated July 31, 2017 for consideration. He noted the funding is for the USGA (US Golf Association) Women's Mid-Amateur Championship from October 7-12, 2017 at Quail Creek Country Club - $25,000. The event is the first USGA event to be held in Naples. Mr. Sullivan moved to recommend the Board of County Commissioners approve Tourist Development Tax Category "B"Promotion funding to support the USGA Women's Mid- Amateur Championship, October 7-12, 2017 up to $25,000 and finds these expenditures promote tourism. Second by Mr. Rios. Carried unanimously 6—0. B. OTHER TDT FUNDING REQUESTS i. East Naples Community Park-Additional Pickleball Court Construction Mr. Wert and Mr.Williams presented the Executive Summary "Recommendation to approve TDT funding for the construction and related permit and engineering costs for ten Pickleball courts at East Naples Community Park(ENCP) at a cost up to $300,000, approve all necessary budget amendments and make a finding that this expenditure promotes tourism" dated July 31, 2017 for consideration. They noted: • The funds will be used to convert an existing soccer field into 10 pickleball courts. • The volume of soccer play availability will not be impacted as another soccer field will be converted to an artificial turf surface to allow year round play. • The Division is developing a master plan for the park which includes other upgrades to the facility, given it is a 30 year old park. • The maintenance cost for the pickleball courts will be borne through operating expenses allocated to the Parks and Recreation Division through their budget annually approved by the Board of County Commissioners (BCC). • The vendor is also performing other work in the park at this time and was selected for this work through the Purchasing Division's CCNA contract. • If necessary,the proposed pickleball courts may be converted to other hard surface uses such as basketball, tennis, etc. Mr. Olesky moved to recommend the Board of County Commissioners approve TDT funding for construction and related permit and engineering costs for ten pickleball courts at East Naples Community Park (ENCP) at a cost up to $300,000, approve all necessary budget amendments and finds these expenditures promote tourism. Second by Mr. Rios. Carried unanimously 6—0. C. FY 18 Proposed Tourism Budget Mr. Wert presented the Executive Summary"Recommendation to approve the FY 18 Proposed Tourism Division budget and make a finding that this action promotes tourism" dated July 31, 2017 for consideration. He noted: • Staff began preparation of the budget in February/March of this year. • The 2017 revenue projections ($22M)were used as a basis for the 2018 income. • A new Ordinance was approved by the BCC on July 11, 2017 which increased the tourist tax rate to 5% and reallocated the categorical use of the funds. 4 July 31, 2017 • All those currently collecting the tax have been notified of the increase in the tax rate and the County is taking other measures to notify the public (notification in tax trim notices, etc.). • All promotion funds will be allocated to Fund 184 and disbursed to Funds 194 and 196 as necessary. Mr. Rios moved to recommend the Board of County Commissioners approve the FY 18 Proposed Tourism Division budget and finds these expenditures promote tourism. Second by Mr. Sullivan. Carried unanimously 6—0. D. Naples Depot Train Car Sublease for Visitor Information Center Mr. Wert presented the Executive Summary "Recommendation to approve the Sub Lease Agreement to house the Greater Naples Chamber of Commerce Visitor Information Center at the Naples Depot Museum, approve the projected construction expenditures of$600,000, approve necessary budget amendments, and make a finding that this expenditure promotes tourism" dated July 31, 2017 for consideration. Michael Dalby, Greater Naples Chamber of Commerce was also present: They noted the request also includes funds for the design of the facility and contingencies for the construction activity associated with the center. Commissioner Fiala moved to recommend the Board of County Commissioners approve the Sub Lease Agreement to house the Greater Naples Chamber of Commerce Visitor Information Center at the Naples Depot Museum, approve the projected construction expenditures of$600,000, approve necessary budget amendments, and finds the expenditures promote tourism. Second by Ms. McLeod. Carried unanimously 6—0. E. FY 18 Proposed Marketing Plan Schedule Mr. Wert presented the Executive Summary "For the TDC to recommend approval of the proposed production schedule for the Tourism Division FY18 Destination Marketing Plan and Two Year Strategic Plan"dated July 31, 2017 for consideration. He noted: • Development of the plan began in the early summer with a tourism roundtable held on June 20, 2017. • Input on the plan will be sought from industry representatives during a presentation in early September and will be presented to Commissioner Taylor and Fiala following finalization. • The plan will then be presented to the Tourist Development Council at the September meeting and forwarded to the BCC for consideration. • New concepts include marketing to additional selective markets, revamping the website, instituting a 3rd party booking platform for sports events, social media programs changes, etc. Mr. Sullivan moved to recommend the Board of County Commissioners approve the proposed production schedule for the Tourism Division FY 18 Destination Marketing Plan and Two Year Strategic Plan" and finds these expenditures promote tourism. Second by Mr. Olesky. Carried unanimously 6—0. F. Event Signage Pilot Project Mr. Wert presented the Executive Summary"Review and discuss a pilot program for Event Promotional Signage during the 2017 USGA sanctioned U.S. Women's Mid Amateur Championship at Quail Creek Country Club October 7—12-, 2017, and recommend to the Board of County Commissioners that signage of this nature is a way of finding and marketing to event participates, visitors and residents that promotes tourism in our destination" dated July 31, 2017 for consideration. He and Colleen Greene, Assistant County Attorney noted: 5 July 31, 2017 • The concept for the pilot program was to place signs in the County right-of-way to promote the event. • Subsequently, the County Attorney recommended the activity not be permitted as an amendment to the Land Development Code would be required. Additionally, it could create constitutional issues, as any private party may come forth and request permission to place signs in the right-of-way. • Signs may be placed on privately owned areas of Quail Creek. Ms. McLeod moved to recommend the Board of County Commissioners support the County Attorney's recommendation and not approve a Pilot Program for Event Promotional Signage during the 2017 USGA sanctioned U.S. Women's Mid Amateur Championship at Quail Creek Country Club. Second by Commissioner Fiala. Carried unanimously 6—0. G. Friends of the Fakahatchee Funding Request Mr. Wert presented the Executive Summary "Recommendation to review and recommend a promotion marketing program request with the Friends of the Fakahatchee for a way finding project in the amount of$46,720 and make a finding that this expenditure promotes tourism" dated July 31, 2017 for consideration. He noted: • The organization previously filed a grant application which did not meet the guidelines. • The proposal involves installation of educational signage and kiosks in the park. • The request has been resubmitted for consideration and staff is recommending the project be funded via a budgetary expenditure similar to the format used for the United Arts Council event calendar. • The proposal is for a one time funding request. Commissioner Fiala moved to recommend the Board of County Commissioners approve Promotion marketing program request with the Friends of the Fakahatchee for a way finding project in the amount of$46,720 and finds the expenditures promote tourism. Second by Ms. McLeod. Carried unanimously 6—0. 8. Old Business These items have been continued from a previous TDC Meeting, or are reoccurring reports for review by the TDC. A. FY 17 Q2 Quarterly Financial Review Mr.Wert presented the Executive Summary "Tourist Development Tax FY 17 Second Quarter Financial Review" dated July 31, 2017 for information purposes. He noted the review was prepared in conjunction with the Office of Management and Budget and all funds are in balance with no irregularities reported. B. Beach Trolley Update—Michelle Arnold Ms.Arnold provided the "Collier Area Transit(CAT) Beach Trolley Route—2017" report dated July 31, 2017 for information purposes. She provided an update on year one ridership for the trolley which is funded via a 3-year grant noting: • The ridership volume was very low, however the service was started mid season(in February), not marketed until after the service began, a fee was charged for the service, and the service ended mid-day, all issues which could have impacted ridership demand. • Staff is re-examining the program to identify avenues to increase ridership, including but not limited to: • Changing the service area to shorter routes running more frequently. 6 July 31, 2017 • Lengthening the time-line routes run until later in the day. • Providing service into Delnor-Wiggins State Park. • Providing the service at no charge to riders. • Reducing the days the service is provided to Friday thru Monday. • Partnering with hotels for the service. • Reviewing marketing efforts. The Council expressed concern on the program and noted their funding may not be re-approved unless changes are made in the format and requested staff to review the issues and report back with an update and/or alternate proposal for funding at a future meeting. 9. Council Member Discussion Staff reported the County is still working on an avenue for Airbnb to collect the tourist tax on reservations made through their website. The County does collect the tax directly from those advertising on the website who remit the tax on their own behalf. Ms. Kerns left the meeting Break: 10:55 a.m. Reconvened: 11:05 a.m. 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—July 31,2017 A. Research Data Services—Dr. Walter Klages "Research Report—Klages Research and Research Data Services, Inc. The Council requested Dr. Klages provide a report on the results of visitor satisfaction year over year for information purposes. B. Paradise Advertising—Cedar Hames/Nicole Delaney Paradise Advertising and Marketing, Inc. —Marketing Report Mr. Hames and Ms. Delaney reported they have instituted a new program "Arrivalist," a methodology to measure the performance of marketing venues. They provided an overview of the platform for information purposes. C. Lou Hammond Group -Jonell Modys "Lou Hammond Group 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" 7 July 31, 2017 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 B. Group Sales 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—September 25,2017—9:00 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 at 12:07 P.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL 1 Chairman, Commissioner Donna Fiala These minutes approved by the Board/Committee on 9�c 5//7 as presented V- or as amended 8