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TDC Minutes 06/23/2003 RJune 23,2003 TRANSCRIPT OF THE MEETING OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Naples, Florida, June 23, 2003 LET IT BE REMEMBERED, that 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 REGULAR SESSION in Building "F of the Government Complex, East Naples, Florida, with the following members present: CHAIRMAN: Commissioner Tom Henning Gary Galleberg Susan Becker David Loving E. Glenn Tucker Kevin Durkin Robert Dictor Joe Dinunzio Rhona Saunders (Excused) ALSO PRESENT: Jack Wert, Tourism Director Ron Hovell, Public Utilities Engineering Ramiro Manalich, Assistant County Attorney Page 1 I II III IV V VI VII VIII IX X XI XII XIII XIV XV COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING AGENDA COLLIER COUNTY COMMISSION CHAMBERS JUNE 23, 2003 9 A.M.- NOON CALL TO ORDER ROLL CALL CHANGES AND APPROVAL OF AGENDA APPROVAL OF MINUTES- MAY 28, 2003 STAFF REPORTS 1. Director's Report 2. Sales & Marketing Manager Report 3. KSR Report SPECIAL PRESENTATION Southwest International Airport - Susan Sanders, Aviation Marketing Director Category "C" - Museum Grants- Postponed bom May 28 TDC Meeting C-1- County Owned Museums- Ron Jamro- Museum Director Projected Annual Allocation- FY 03/04 - $1,050,300 Category "A" Beach Projects- Ron Hovell, Public Utilities Engineering Dept. 1. Sand Search Phase 3 and Marine Resources Investigation Work Orders 2. Hideaway Beach Renourishment Permitting Work Order 3. Lowdermilk Park Parking Lot Resurfacing 4. Tourist Development Tax Funding Policy for Category 'A' Projects a. Coastal Advisory Committee Policy b. County Staff Policy Draft OLD BUSINESS NEW BUSINESS Conversion of Contract for Services to Full-Time Positions for Public Relations Manager and Film Coordinator ANNOUNCEMENTS AUDIENCE INPUT & DISCUSSION COUNCIL DISCUSSION NEXT MEETING DATE/LOCATION- July 28, 2003- BCC - If Needed ADJOURNMENT June 23, 2003 The meeting was called to order by Commissioner Tom Henning at 9:04 AM. Pledge of Allegiance was recited. 2. Roll Call - a quorum was established with Rhona Saunders being excused. Changes and Approval of Agenda - Under Old Business Mr. Wert added "Bluegrass Festival." Susan Becket moved to approve the Agenda with addition. Seconded Mr. Dnrkin. Carried unanimously 8-0. Approval of Minutes - May 28, 2003 Susan Becker moved to approve the minutes with 2 changes: correct spelling of "Wingard" and Page 9 -"change Ritz to Registry." Seconded and carried unanimously 8-0. Staff Reports A. Directors Report - Mr. Wert highlighted a few things from his report such as the following: - Will have contracts for BCC to look at in September as they expire on the 30th. Met with Hotel Lodging Assn. and will assist with a trade show booth. Encourages any TDC committee member to take the tour of the beaches. Roundtable continues to meet. - Summer campaign samples were shown - Logo depicts the area - Visitor Guide is now provided - Selected to hold a Meeting Planner conference for 2004 aw Sales & Marketing Manager Report - Debi DeBenedetto - covered more information on the Meeting Planner conference in which they expect 150 planners in August 2004. She has worked with media doing much research and data updates. She presented many of the other activities she has been involved in the past month. (Attached) Ce KSR Report - Barbara Larkin - she reported on the advertising activities for May 2003. They are concentrating on the website which continues to grow. They are enhancing it of which she will report on next month. She covered many of the other activities they have attended. (Attached) Mr. Gaileberg asked if there was a way to track their number of inquiries and if it results in tourism dollars spent in Collier County. Ms. Larkin responded it would be difficult as they are calling for information and brochures. Many hotels do not have a way of tracking bookings. That is why they are pushing their advertising more to the website so they can check from the advertising they have on the special value programs. Mr. Galleberg mentioned the website is a very efficient way to go concerning advertising dollars spent. Ms. Larkin responded it is an efficient way but many are still reading magazines. Page 2 June 23, 2003 Mr. Weft said the focus groups will be able to track advertising and see if they have a feel for it. He stated they are using a conversion study. They can track a person that has asked for information and get follow-up calls to see if they were a visitor after their inquiry. They can then track the print publications to see which ones are more efficient. That will help in the future to see where their ad dollars should go. It is more difficult with the website other than getting an e-mail address and then follows through. Mr. Galleberg would like to focus on how much they are getting out of the print and whether that money is well spent. Mr. Wert stated there will be more and more advertising on the Web. Jonelle Modys - Public Relations Director for KSR and account director for PR Her report is for May 2003 - she passed around press clippings for the committee to review. (Attached) Jonelle covered many of the events she has attended. She has met with journalists, writers, editors and received many tourism awards. (Attached) e Special Presentation Southwest Florida International Airport - Susan Sanders, Aviation Marketing Director - she was unable to attend duc to a medical emergency. A packet of information was given out. Mr. Wert mentioned the new mid-field expansion is going to be open 2005. They will have 28 aircraft gates on three concourses and a three story parking garage. e Category "C" Museum Grants - Postponed from May 28 TDC Meeting C-l-County Owned Museums-Ron Jamro-Museum Director. Projected Annual Allocation-FY 03/04 - $1,050,300 Mr. Wen presented some background information on how the museums prove their imagination with public information and brochures they have developed. They have brochure distributions in the hotels and have a booklet on their walking tour. They are having a difficult time on budget for the coming year. Under the Florida Statutes 1250104 the funding for County owned museums and non- County are covered under that Statute and allowable use of Tourism Funds. Collier County Ordinance 9654 allows funding for museums. Ron Jamro - Museum Director - presented the budget figures on the most current projections from the Counties Budget office. They will be reviewed by the BCC on Thursday, June 26th. He gave a report on the various activities that are involved with the museums. He mentioned the dedicated volunteers and Friends of the Museum having many programs involving Collier County's history and development. Page 3 June 23, 2003 They have expanded their hours to 6 days a week without expanding staff with 8.5 employees. They have had over 106,000 visitors including tourists from all 50 states and 27 foreign countries, being 60% of non-Collier County residents. This is the same number of people that visit Henry Plant in Tampa and the Miami Art Museum each year. Costs and budget items were discussed. Mr. Jamro mentioned they are advertising in the Miami area and the Coast which is bringing in more people for their exhibitions and events which they haven't seen in the past. Mr. Durkin mentioned he doesn't see revenues being generated from museums as a tourist destination. He recommended considering revising the Ordinance and consider the County and non-County museums back into the General Fund. He felt promotions and advertising should come from the TDC dollars but general operations from the General Fund. Mr. Tucker agreed with Mr. Durkin in that they don't see the museums generating tourism revenues for the County. He feels they are important to have and not to cut back, but to revisit it concerning TDC funds. Mr. Galleberg pointed out that the use of tourist tax funds for museums is allowed by the State Statutes and the County Ordinance. Doesn't say they have to generate tourism; it's not a requirement. Commissioner Itenning felt people come to Southwest Florida for the weather. He was concerned on where they were going with this issue and how the museum generates tourism as being an overall package of what people do when they visit Southwest Florida among other attractions. Mr. Jamro mentioned visitors do fluctuate during the peak tourist months. He is pleased they are quite busy on Saturdays in the summer and didn't feel they wanted to cut their hours. Mr. Loving talked about the history in the Everglades museum and felt it was difficult to put a price on grass roots. Mr. Jamro said they aren't "heads and beds" and aren't staffed or have the funds for a lot of publicity or promotions, given more funds they would have people coming from all over. They are trying to publicize their part along with all of tourism. Mr. Galleberg felt what is taken out of the Tourist Tax fund should be made up in the General Fund. The Commissioners will need to determine where the money should come from. SPEAKERS Page 4 June 23, 2003 Connie Carter- member of Friends of the Museum & 20 year resident of Collier County - she feels the museums present intellectual opportunities for Florida's history and culture along with the development of scientific awareness in archeology and astronomy. The museum offers other things for the Collier County citizen that they can not get from other institutions. Many Collier County students and college students study and attend the museums. Many tours have stopped at the museums to learn the history of the area. Pat England - she waived her time and supports the museum. Luella Wheeling - Usher Sudgen Theater - she supports the museum. Tina Osceola - she has grown up with the museum and her and her family are avid supporters of the museum. She feels it is an investment for the children and community. The exhibits and Seminole artifacts are the best in the State of Florida. She supports the museum. Don Craig - Vice President Friends of the Museum - stated the museum is the best deal it provides for its citizens. They have the best programs and services with the small staffthey employ. He talked about the tourist tax and funding issues. He supports the museum and wants to make sure it has the resources it needs. Jean Belknap - Museum volunteer - discussed the many children that come through the museum and are interested in the archeology lab. She stated this is more than sand and beach. They are preserving the history of Florida. On a rainy day people attend the museum. John Thompson - Friends of the Museum & head of the Archeological Laboratory - referred to the May issue of the Smithsonian Magazine with an article on page 11 of the Collier County museum. Florida has a website with the Collier County museum listed and has been read in Europe. He talked about the history and preservation of the museums and different sites that has been printed in different journals. Arthur Lee - Friends of the Museum - 26 year resident of Naples - Archeologist - there is a great need for the history of Naples and the area. He talked about the historical work they are doing and supports the museum. He mentioned the building needs repairs. Louis Stickles - Board member of the Museum - he does not want the museum to be under funded. They have one of the best guided tours, history and preservation of artifacts and exhibits. Many children are delighted when they come to the museum. He supports the museum and state the need for TDC funds. Claudia Davenport - she mentioned the Everglades museum is more than just an aspect of culture but a place and center place for many of the activities that happen in Everglade City. She discussed the many children that attend and the history that is preserved. Page 5 June 23, 2003 Dr. Lois Bolin - President of the Friends of the Collier County Museum - she would like more information about their meeting site planners. They arc putting together a new strategy (United We Stand) to keep the Commissioners and others mom informed of their activities. They are becoming more active in creative marketing and being featured in various magazines and journals. She and many were concerned about thc words that seemed to discredit the museum by Mr. Terry Miller (husband of Council member Rhona Sannders). She didn't understand why or get what the point was. He spoke of a survey and she wasn't sure what it said, and mentioned they have not had many complaints and was interested if he would share his survey with them. She would like to know what the grievance procedure is. Commissioner Henning referred her to Sue Filson that would assist her in the information needed. Patricia Huff- resident of Everglade City, volunteer and Friends of the Museum - she told of a group of women that opened the museum. She mentioned the agreement that was made to keep the museum open and restored, publicity, and the pleading for funding that was promised to them. They receive 13-15,000 visitors per year and a 15% increase for this calendar year. In the first 20 days of June they have had guests from 7 foreign countries, 15 states, and 13 cities within Florida sign their guest book. She stated June is considered a slow month in the Everglades. April Benton - tourist turned resident of Everglade City - mentioned she volunteered with the Friends of the Museum and helped create the walking tour book. She found the history of Everglade City and the Tamiami Trail interesting. They have a lot to offer to make it all special and fascinating and support the museum. Doug House - owns a Hotel - he talked about how his hotel gets another night because people will stay to visit the Museums. People come to Florida for the weather, beaches and the Everglades. He supports increasing and promoting tourism. Mr. Galleberg moved approval of the 19% of Category "C-I" for the County owned Museums grant request. Seconded Mr. Loving. Carried unanimously 8-0. 10:35 AM Break 10:45 AM Reconvened Category "A" Beach Projects - Ron Hovell Public Utilities Engineering Dept. A. Sand Search Phase 3 and Marine Resources Investigation Work Orders - $899,000 Susan Becker moved to approve the two work orders for the Sand Search Phase 3 & Marine Resources Investigation Work for $899,000. Seconded Mr. Durkin. Carried unanimously 8-0. Page 6 June 23,2003 Hideaway Beach Renourishment Permitting Work Order. There was discussion of deferring beach projects until thc CAC & TDC have a policy in place. But this action is required to keep the project going and within the scope and budget. Mr. Dictor moved to approve the Hideaway Beach Renourishment Permit Work Order. Seconded Mr. Tucker. Grant funding was discussed. Carried unanimously 7-0. Lowdermilk Park Parking Lot Resurfacing Gary Galleberg moved to approve the resurfacing of Lowdermiik Park Parking Lot. Seconded Susan Becket. Carried unanimously 7-0. Tourist Development Tourist Tax Funding Policy for Category "A" Projects. i. Coastal Advisory Committee Policy - Mr. Wert informed the committee the CAC is working on a proposal for the TDC. He suggested a sub- committee of the TDC be appointed to review what CAC has for a policy and then recommend to the BCC. It was decided to have the elected officials sit on the Sub-committee. Discussion followed on the make-up of the TDC members. Mr. Tucker moved the sub-committee to consist of Commissioner Henning, Councilman Tucker, Councilman Galleberg and Councilman Loving, and hold a meeting sometime after August 12, 2003 which will be announced at a later date. Seconded Susan Becker. Carried unanimously 7-0. Mr. Tucker reiterated that whatever policy is determined, there will be beach renourishment and has been implied that it would be for everybody. ii. County Staff Policy Draft - Mr. Wert expressed some thoughts on adding beach access for criteria for future funding and the policy. The State Statutes and County Ordinances are not real specific and beach access is not stated in either. Staffs' feeling is to request an Attorney Generals opinion on the issue for some guidelines. He wanted some direction and if the County Attorney felt it was necessary they would pursue it. Mr. Manalich stated that is an option, and has since conferred with the Attorney Generals Office and had indicated that TDC Funds could be used to purchase lands to be preserved for beach purposes. Page 7 ge June 23,2003 Enough language is there that they didn't think they needed an Attorney Generals opinion and if money is used for access; their opinion is it could be used as long as the Board of County Commissioners makes the appropriate findings that fit within the park facilities or beach improvements. It was decided it is a matter of interpretation on whether to use TDC funds for the purchase of land and the County Attorneys office feels comfortable with the findings and would not need the AGO. Mr. Galleberg gave a letter (informational) to Mr. Wert from the City of Naples, approved by the City Council to the Tourist Development Council which was handed out to the TDC members. (Attached) Old Business Bluegrass Festival - informational - Mr. Weft brought to the attention of the members that back in April they recommended to fund a Bluegrass Festival to be put on by the Collier County Fair. There is another event that week-end by the extension office of a plant sale. They have agreed to work with each other to promote both events since they will be in the same area. Mr. Wert is concerned about traffic issues. He then explained there is a third event that week-end by the Botanical Gardens. They were going to hold a plant sale etc. and have agreed to cancel their event. Many week-ends there are more than one event going on at the same time in Collier County. The Bluegrass Festival is November 15 & 16m, 2003. New Business Conversion of Contract for Services to Full-Time Positions for Public Relations Manager and Film Coordinator - Mr. Weft explained they are pulling as many resources together as they can for staff to maximize their potential and streamline the organization. Two positions are under contract - one is the Public Relations Services under Kelly Swofford Roy, Inc. (Advertising Marketing Public Relations) which amounts to $165,000 a year for expenses and the public relations person. They would like to bring the position in house and make it a full time staff position saving the County approx. $70,000 a year. The other position is the Film Commission position - has been funded as a Contract out of TDC Funds for $68,400 a year and up for renewal in September of 2003. They are doing the same things as the Tourist office is doing in house. He would like to consolidate these resources and bring them into his organization for better control and more streamlined. The Film Coordinator would be a wash with no additional costs - overall cost savings of $70,000. He mentioned it is supported by the County Managers office. Mr. Durkin moved to approve both positions - a Public Relations person and Film Coordinator brought in house for a savings of $70,000. Seconded Mr. Dictor. Carried unanimously 7-0. Page 8 June 23, 2003 10. Announcements - None 11. Audience Input and Discussion - None 12. Council Disscussion - None 13. Next Meeting Date/Location - July 28, 2003 - BCC - If Needed. Mr. Wert stated they will not hold their July 28th meeting. Will call a special meeting or hold to their regular meeting date in August - to review the recommendation from the Sub-Committee. In September they will meet the day before the BCC meets on the funding policy and could do a special meeting then also. They will hold their options open for August and September. Jonelle Modys mentioned there will be an episode that was shot in March for the Bobby Fala Food Network Show featuring several chefs and the Stone Crab operation airing on June 24th at 9:30 PM. There being no further business for the good of the County, the meeting was adjourned by order of the Chair at 11:20 AM. COLLIER COUNTY TOURIST DEVELOPMENT COUNTY Chairman Commissioner Tom Henning Page 9