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TDC Minutes 09/22/2003 RSeptember 22, 2003 TRANSCRIPT OF THE MEETING OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Naples, Florida, September 22, 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 (Absent) ALSO PRESENT: Jack Wert, Tourism, Director Ron Hovell, Public Utilities Engineering Heidi Ashton, Assistant County Attorney Page 1 I II III IV V VI VII COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING AGENDA COLLIER COUNTY COMMISSION CHAMBERS SEPTEMBER 22, 2003 9 A.M.- NOON CALL TO ORDER ROLL CALL CHANGES AND APPROVAL OF AGENDA APPROVAL OF MINUTES- JUNE 23, 2003; AUGUST 21, 2003 Sub Committee STAFF REPORTS 1. Director's Report a. Introduce New StaffMembers 2. Sales & Marketing Manager Report 3. KSR Report 4. Film Commission 3~d Quarter Report 5. Public Relations Report 6. Klages Market Research a. Quarterly Report b. Focus Group Research Presentation- Naples Airport Authority- Progress on Regional Air Service Category "A" Beach Projects- Ron Hovell, Public Utilities Engineering Dept. 1. Tourist Development Tax Funding Policy for Category 'A' Projects a. Coastal Advisory Committee Policy Recommendation b. TDC Sub Committee Report 2. County/City of Naples Beach Renourishment Public Information Proposal 3. FDEP Beach Erosion Control Program Submission 4. Marco Island Grading Purchase Order 5. South Marco Beach (Caxambas Pass) Work Order Proposal 6. Easements for Beach Maintenance 7. County / City of Naples Beach Re-nourishment Engineering Report, Annual Monitoring Report and Permit Application 8. Hideaway Beach Re-nourishment Permit Application and Magnetic Anomalies Investigation Proposal 9. Hideaway Beach Re-nourishment with Upland Sand Engineering and Construction Monitoring Proposal VIII IX X XI XII XIII XIII Collier County Parks Beach Access Projects: 1. Beach Access and Parking Land Acquisition- 500 Block of Spinnaker Drive, Marco Island - $3,000,000 2. Beach Access and Parking Land Acquisition- Gulf-front property on Gulf Shore Drive & 200 block of Vanderbilt Beach Rd. - $9,000,000 3. Beach Access and Parking Land Acquisition - US 41 between Immokalee and Vanderbilt Beach Road - $4,500,000 OLD BUSINESS Results ofRFP's for Advertising, Research and Fulfillment NEW BUSINESS 1. Society of American Travel Writers Convention in Orlando Nov. 7-9 a. Freelance writers breakfast $4,800 b. Partners Night Promotion- $1,000 2. Franklin Templeton Shootout Nov. 10-16- Information Booth $4,000 3. Equinox Documentaries- Everglades segment - $25,000 4. Museum Coalition Promotion Brochure- $3,000 5. Red Tide Signs for Beaches 6. KSR Agreement Extension 7. TDC Budget for FY 03-04 ANNOUNCEMENTS Joint BCC/TDC Workshop- Dec. 9, 2003 AUDIENCE INPUT & DISCUSSION COUNCIL DISCUSSION NEXT MEETING DATE/LOCATION- October 27, 2003 XV ADJOURNMENT September 22, 2003 II. IlL 1V. The meeting was called to order by Commissioner Chairman Tom Henning at 9:05 AM. Pledge of Allegiance was recited. Roll Call - a quorum was established with Rhona Saunders absent. Changes and Approval of Agenda- Staff report was moved to the end of the meeting and moved 2 short 5 minute presentations (Klages Market Research & Naples Airport Authority) to the beginning. Councilman Galleberg moved to approve the Agenda as amended. Seconded by Susan Becket. Carried unanimously 8-0. Approval of Minutes - June 23, 2003 - Susan Becket moved to approve the minutes of June 23rd, 2003. Seconded by Kevin Durkin. Carried unanimously 8-0. August 21, 2003 Sub-Committee - Councilman Galleberg moved to approve the Sub -Committee minutes of August 21, 2003. Seconded by Kevin Durkin. Carried unanimously 8-0. Staff Reports 6. Klages Market Research - Dr. Walter Klages a. Quarterly Report - A slide presentation was given according to the packet. (Attached) - He reviewed the economic conditions, tracking data and forecast. The data doesn't look very promising but is a reflection of the cycle. Cycles are unavoidable. There will be a decline and will then pick-up. He discussed the Baby Boomer generation. (Pre-retirement) There will be changes and challenges according to consumer behavior. Value, value, value was expressed many times - if there is a bargain to be gotten, it will be taken advantage of. One-third of the market is unpredictable. Last minute reservations will continue but will fade in the next 7-8 months. - - He continued to discuss the decline in the first quarter, rates being stable but with the market shifting. He continued on the outlook for the 3rd quarter looking at the business market, value of Tourism, wages generated by tourism, the sales tax and key findings as indicated in his presentation as attached. - They have done interviews in Naples, Marco Island and the Everglades. - He described the different regions they researched. b. Focus Group Research - Boca - Long Island - Chicago Findings - quiet natural beach destination, relaxing warm gulf waters, clean up-scale accommodations and trendy Page 2 September 22, 2003 VI. VII. family resort atmosphere is what was wanted and expressed by the majority. - Steer was not a word they liked; Paradise was well liked by majority. He showed the ad everyone really enjoyed and preferred and expressed they definitely need a map of the area. Greater Naples, Marco Island, Everglades was not accepted. PRESENTATION - Naples Airport Authority - Progress on Regional Air Service: Mr. Ted Soladay gave a presentation on the progress on the Regional Air Service. His remarks are as follows: - Slow in marketing requirements to Air Carrier Service. - They have a strange Airline Industry & always felt an Airline would come to Naples because it is a wonderful place. - The Airport Authority is learning a lot and finding they need to be more aggressive. The Naples team feels they need to work more closely with Tourism Development Council. Their application for $.5M Federal loan to support the airline success has been turned down. They are fighting the aviation administration and were not eligible. They have recognized they have a problem and need to improve their airline service. The Commercial jet service to Atlanta or Charlotte will give them a comparable service to the Southeast. 94% said they would use the airport if they provided better air service, even with a premium. It would not be those looking for the reduced rates. - MESA has responded with a proposal and offered a 19 passenger air service but still looking for a subsidy. - Would appreciate any assistance the TDC can assist them with. - They will see Delta on September 30th, 2003 and need help in convincing that a service to Atlanta would be very beneficial. CATEGORY "A" BEACH PROJECTS - Ron Hovell, Public Utilities Engineering Dept. 1. Tourist Development Tax Funding Policy for Category "A" Projects. a. Coastal Advisory Committee Policy Recommendation. Mr. Arceri, Marco Island - and member of the CAC presented the structure of the policy. - Committee felt TDC Funds should place a priority on beach renourishment and maintenance. Good technical and business sense. Access cannot compete with renourishment. - 2 criteria were considered where TDC Funds are to be used for renourishment: - First Defined Eligible - high and low use beaches. 1. To be eligible for TDC funds have to have public access from a public street to the beach. Page 3 September 22, 2003 2. Beach that is eligible must be ½ mile from a beach park, public access point; hotel or motel. - Added criteria: If more than 80% of a given beach was declared eligible, then the entire beach would be eligible. (Or) - Be considered to be a vital beach area subject to abnormal erosion. He defined "vital" as being a beach area that would have significant impact in other areas of the counties beaches, if that beach was not addressed with adequate maintenance. Mr. Arceri defined "High Use" as an eligible beach area within ½ mile of a hotel, motel, designated public parking or public shuttle drop off point. "Low Use" as an eligible beach area outside the limits for high use, provided that if at least 80% of a beach area is classified as high use, low use gaps will be deemed high use. Commissioner Henning asked how they measure "high use" - Mr. Arceri stated it would be difficult but CAC decided the above criteria of"High Use" be used. Mr. Arceri also stated that the Marcos main beach from the South Beach to Tigertail - that the policy would cover all of it to be eligible and "High Use". Without the 80% criteria, a large portion would not be eligible for renourishment funds. On the Hideaway Beach controversy - there is no public access point from a public street to Hideaway Beach - under the present conditions, it would not be eligible for funding under the criteria policy. They have made a commitment to have public access from a public street to the beach, and if not done, they would not be eligible. Mr. Arceri continued to discuss the vital beach area being subject to abnormal erosion, an engineering report from 2002 on the Big Marco Pass being diminished creating Sand Dollar Island. Also Big Marco Pass being an inlet system from another study. He summarized the steps to be done, the renourishment work to be done, cost sharing, and keep the Hideaway Beach as a beach - getting access points, and accessible from Tigertail Beach and keep it for boating. A lengthy discussion followed on boating access, the ramp, sand ending up on Sand Dollar Island, borrow sites and Category "A" funding. Councilman Galleberg would like to see Category "A" Funds available for access, but there are no monies left over for it and in the future possibly find other funding sources. This technical area was taken into Page 4 September 22, 2003 consideration at the CAC level and funding taken into consideration on the TDC level. b. TDC Sub-Committee Report - Mr. Wert He covered the report of removing the different wording and the additions Mr. Arced gave. One of the changes was funding being Federal or State which the committee felt were desirable and should be pursued. He also discussed the 5 additional funding ideas that could be pursued according to the Summary report on page 116 of their packet. He felt they could look at a blend of ideas that the advisory Boards and staff have made. They are looking for input to take to the Board of County Commissioners. Mr. Hovell stated he didn't feel this helped staff figure how to take the recommended engineering solution & get a funding plan for it. Depending upon the sand source the project will be $16-24M. He doesn't find the "high use", "low use" easy to administer. He feels there will be a lot of time spent on the interpretation. Stated the Growth Management Plan says that public access will be evaluated and if deemed insufficient as part of the beach renourishment and public access shall be acquired. He is concerned with putting this all together for the Board. Commissioner Henning stated if the Growth Management is relying on beach access and renourishment that will take precedent over anything else, or it needs to be revised. Mr. Hoveil read the sections of the Growth Management Plan referring to beach access and renourishment. After much discussion Councilman Tucker moved to recommend adoption of the CAC and TDC's combined policy report. This will include the entire report. Seconded by Mr. Dictor. Drop off points, buying offsite parking and using Category "A" TDC funds for this was addressed and questioned of the Assistant County Attorney. Heidi Ashton - Assistant County Attorney - stated there is a problem in pursuing the subject based on the way the Statute is written. The Board would have to make a finding that it is a beach park facility if they wanted to proceed with the "Category A" funds because there are no cases previously, or Attorney General's opinion that answers the question. If the Board would proceed to try to fund one of the items, she could not give a "yes" answer. There is no guidance from the Florida case law at this point. In her opinion if they were to proceed she felt they could do it Page 5 September 22, 2003 through a Bond validation proceeding. That is one of the items recommended that additional research be done on. The legality of using "Category A" funds would then be decided - before the money is actually bonded and spent. Motion carried 7-1 - Commissioner Henning voting "no". Break - 10:40 AM Reconvened- 10:50 AM Mr. Dictor left at 10:40 AM. County/City of Naples Beach Renourishment Public Information Proposal - Ron Hovell Coastal Planning & Engineering submitted a proposal of $8,362 to develop a public information program with public concerns and a process of obtaining casements. Ms. Becker moved to approve the Work Order of $8,362 for the Public Informational proposal. Seconded by Mr. Durkin. Carried unanimously 6-0. FDEP Beach Erosion Control Program Submission - Ron Hovell This includes a conceptual approval of the resolutions in support of receiving up to 50% reimbursable grants for two projects. One is for the major project from Vanderbilt to Naples, and the other to cover the South Marco Beach renourishment. $20,550,000 Councilman Galleberg moved to approve the program. Seconded by Ms. Becker. Carried unanimously 6-0. e Marco Island Grading Purchase Order - Ron Hovell This Purchase Order is for re-grading of Marco Island Beach in the amount not to exceed $15,000. Mr. Durkin moved to approve the Purchase Order not to exceed $15,000 for November 2003/fiscal year 2004. Seconded Councilman Tucker: Carried unanimously 6-0. Se South Marco Beach (Caxambas Pass) Work Order Proposal - Ron Hovell Work Order to take the sand out of Caxambas Pass. $199,164.60 Page 6 September 22, 2003 Councilman Tucker moved to recommend approval of the Work Order for the Engineering Services. Seconded by Councilman Galleberg. Carried unanimously 6-0. 6. Easements for Beach Maintenance - Ron Hovell Ms. Becker moved to recommend approval of the expenditure of TDC funds for the acquisition of easements. Seconded by Councilman Galleberg. Carried unanimously 6-0. County/City of Naples Beach Renourishment Engineering Report, Annual Monitoring Report & Permit Application - Ron Hovell The permit application will go to the BCC on October 14th. Councilman Galleberg moved to approve the submittal of the permit application. Seconded Mr. Durkin. Carried unanimously 6-0. Hideaway Beach Renourishment Permit Application & Magnetic Anomalies Investigation Proposal - Ron Hovell This is to submit the permit application to do the major renourishment of Hideaway Beach, and $15,829 work order proposal to investigate the magnetic anomalies in the proposed borrow area. Councilman Galleberg mentioned CAC and staff was under the impression that they are under direction from the BCC to keep things in the system pending final resolution and policy especially where it didn't have an effect of significant expenditure. Councilman Tucker moved to follow the lead of the CAC and recommend it based on the criteria now, but not do it if it is not consistent with the policy. Seconded by Councilman Galleberg. Commissioner Henning did state the Board wanted a policy before they started doing any major funding of Beach renourishrnent. This could be considered one step of a major project. Ron Hovell also mentioned he felt the BCC also said not to hold up engineering projects for design and permitting, thus prepared the permit application. If the Board decides not to spend funds on magnetic anomalies or any other "requests for additional information from the State for processing," they need to decide whether to submit the application or not. Page 7 September 22, 2003 VIII. Commissioner Henning asked whether the BCC could vote on the policy and then make a decision to vote on these other items. Mr. Hovell had no problem with that process. Mr. Wert suggested the motion could be amended to state "up to $15,800." Councilman Tucker amended his motion and added "up to $15,829". Councilman Gallebelrg agreed and seconded. Motion Carried unanimously 6-0. Hideaway Beach Renourishment with Upland Sand Engineering and Construction Monitoring Proposal - Ron Hovell Spend $20,450 to truck in sand in November/December to Royal Marco Point on Hideaway Beach with a proposal from Humiston & Moore engineers. Commissioner Henning moved to approve the expenditure for trucking in the sand. Second by Councilman Galleberg. Carried unanimously 6-0. COLLIER COUNTY PARKS BEACH ACCESS PROJECTS: 1. Beach Access and Parking Land Acquisition - 500 Block of Spinnaker Drive, Marco Island - $3,000,000 2. Beach Access and Parking Land Acquisition - Gulf front property on Gulf Shore Drive & 200 block of Vanderbilt Beach Rd - $9,000,000 3. Beach Access and Parking Land Acquisition - US 41 between Immokalee & Vanderbilt Beach Road - $4,500,000 John Dunnuck stated the Committee hear the Attorneys discussion earlier and is willing to withdraw Item 3. The other two items are consistent with Parks and Recreations Master Plan that was presented to the BCC. He discussed the two acquisitions and their guidelines for Federal monies. Acquisition is number one priority and realizes some of the parcels will not be available in five years - so are trying to identify funding resources. Councilman Galleberg asked Mr. Wert when they would be looking at bonding and available funds. Mr. Wert responded to bring something to the TDC in the October meeting and to the BCC in November. He felt there is not enough information and noted it should be subject to the availability of funds. Commissioner Henning was confused, as the two previous ones were approved, and said they are spending funds for beach sand for Hideaway, and yet can't do anything with these two items. Page 8 September 22, 2003 IX. Councilman Tucker felt these projects are of such magnitude and affected by the policy that they should wait and deal with it in a month. Ms. Becker move to follow the staff recommendations and table the application. Second by Councilman Tucker. Question was asked of Mr. Dunnuck if waiting another month to tie up the loose ends is anything happening now that would prejudice any long term plans? Mr. Dunnuck responded he could wait another month. Motion carried 5-1. Commissioner Henning voting "no". OLD BUSINESS: Results of RFP's for Advertising, Research & Fulfillment - M. Wert He stated this is an informational progress report on the three advertising services. On two firms the RFP Review Committees met and reached a unanimous decision on recommending renewing with Klages Group and Phase V for their fulfillment services. They will bring one of the firms (Paradise Marketing and Tweed Advertising) to the BCC for a recommendation after coming to a decision. Councilman Galleberg moved to forward with contract negotiations for the 3 firms discussed. Seconded by Ms. Becker. Carried unanimously 6-0. NEW BUSINESS: 1. Society of American Travel Writers Convention in Orlando Nov., 7-9 - Mr. Weft a. Freelance writers breakfast- $4,800 b. Partners Night Promotion - $1,000 Mr. Weft described the above expenditures value to participate in the two events. Commissioner Henning moved to approve the $5,800 expenditure for the above events. Seconded by Mr. Durkin. Carried unanimously 6-0. 2. Franklin Templeton Shootout Nov. 10-16 - Information Booth $4,000 - Greg Norman PGA Golf Tour at Ritz Carlton Resort Information booth would be set up by TDC staff and shared by hotels. Total cost for the two would be $6,500. Ms. Becker moved to recommend approval of the $6,500 expenditure for the above events. Seconded Mr. Durkin. Carried unanimously 6-0. Page 9 September 22, 2003 3. Equinox Documentaries - Everglades segment - $25,000 This will be a 30 minute segment on Sunshine Network - high quality class footage on the Everglades Waterway trail. Councilman Tucker moved to approve the expenditure of $25,000 for the Documentary. Seconded by Ms. Becker. Carried unanimously 6-0. 4. Museum Coalition Promotion Brochure - $3,000 This is a joint project with all Museums in Collier County producing a promotional brochure on the various events throughout the County. Each Museum will pay $250/6. Ms. Becker moved to approve the expenditure of $3,000 for the promotional brochure. Seconded by Councilman Galleberg. Carried 5-1. Mr. Durkin voting "no". 5. Red Tide Signs for Beaches - Mr. Wert Red Tide Alliance wishes to get better information to the public with signs, cards and other ways of educating the public. Signs would be supplied to the County and Cities at no charge. Commissioner Henning moved to recommend staff work with the Red Tide Alliance in better educating the public regarding Red Tide. Seconded Councilman Tucker. Carried unanimously 6-0. 6. KSR Agreement Extension - Mr. Wert KSR's contract will not be continued but need to extend it until November 2003. Mr. Durkin moved to approve the extension of KSR's Contract until November 2003. Seconded by Councilman Tucker. Carried unanimously 6-0. 7. TDC Budget for FY 03-04 - $400,000 Mr. Wert discussed the 4 items for additional funding for advertising and promotions for the coming year and explained each one separately as listed in the summary. Mr. Wert suggests moving the additional funds of $400,000 from Fund 194 Reserves to Operating starting October 1, 2002. He feels they will see a good return on their investment and feel this is a one year request. Discussion followed with a motion by Mr. Durkin to approve moving the $400,000 from Fund 194 Reserves to Operating. Seconded by Ms. Becker. Carried unanimously 6-0. Commissioner Henning left at 11:55 AM. Page 10 September 22, 2003 XI. XII. XIII. XIV. Vice Chairman Galleberg continued. Vo STAFF REPORTS 1. Directors Report - Mr. Wert introduced new staff members JoNell Modys as their PR Manager and Maggie McCarty Film Coordinator. 2. Sales & Marketing Manager Report- Debbie DeBenedetto She has been traveling promoting destinations and mentioned they have finished the Visitor and Meeting Planner Guides. They were distributed to the Committee members. She continued with her report which is attached. 3. KSR Report- Carlos He covered his report on advertising, the web site and other events which are attached. 4. Film Commission 3rd Quarter Report Report is covered in their packet which is attached. 5. Public Relations Report - JoNell Modys She covered the different events held such as: Journalists visits to Lake Trafford, hosting a TV crew, press releases, E-Newsletter, calendar of events compiled and many publicity highlights. Her report is enclosed. ANNOUNCEMENTS There will be a Joint BCC/TDC Workshop on December 9, 2003. AUDIENCE INPUT & DISCUSSION - None COUNCIL DISCUSSION - None NEXT MEETING DATE/LOCATION October 27, 2003 There being no further business for the good of the County, the meeting was adjourned by order of the Vice Chair at 12:15 PM. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Chairman Commissioner Tom Henning Vice Chairman Councilman Gary Galleberg Page 11