TDC Minutes 09/25/2017 - DRAFT (FINAL NOT RECEIVED FROM TOURISM) September 25, 2017
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, September 25, 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 9:01y A � y. ,
REGULAR SESSION in Building "F" of the Government Complex, Naples, Florida
with the Following members present:
Chairman: Commissioner Donna Fiala
Vice Chairman: Susan Becker
Victor Rios
Clark Hill
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
Gary McAlpin, Manager, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Michael Obyc, Sr. Sports Marketing Manager
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
September 25, 2017
* 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 7/31/17
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.
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
B. * OTHER TDT FUNDING REQUESTS
i. FBU Operating Expense Agreement
C. * FY 18 Tourism Strategic Marketing Plan
i. Power Point Summary
ii. Marketing Plan
D. * Sports Event Applications
E. * 17-7229 Sports Facilities Assessment Agreement
F. * TDC Member Agenda Item Request
G. * Tigertail and Vanderbilt Tractor Shelters
H. * 17-7153 Doctor's Pass South Jetty Erosion
I. * RFP—Biological Monitoring
J. * ITB 17-7054 Beach Maintenance Activities
K. * Beach Damage Assessment—Information Only
8. OLD BUSINESS
These items have been continued from a previous TDC meeting, or are reoccurring reports for
review by the TDC.
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—October 23, 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.
September 25, 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
Commissioner Fiala called the meeting to order at 9:00 A.M.
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 subject to postponing Item 7.1 and addition of Item 7.L—
Emergency Advertising Funding. Second by Ms. Kerns. Carried unanimously 8—0.
B. Approval of prior TDC Meeting Minutes
L Regular Meeting 7/31/2017
Mr. Rios moved to approve the minutes of the July 31,2017 meeting as presented. Second by
Mr. Olesky. Carried unanimously 8—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.
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
There were no items on the Consent Agenda.
7. New Business
These items are for review and recommendation by the TDC and have not been reviewed by another
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September 25, 2017
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 and Marketing funding to support the four upcoming November 2017 Sports
Tourism Events up to $27,700.00 and make a finding that these expenditures promote tourism"
dated September 25, 2017 for consideration. The proposed funding is for the Winter N.tionals
Senior Softball Tournament scheduled for November 7 - 12, 2017 - $6,200; the Paradise
Shootout Lacrosse Tournament from November 11 - 12, 2017 - $11,200; the Red Bull Privateers
Paddle Board Competition for November 17 - 18, 2017 - $6,000 and the Paradise Coast Fastpitch
Invitational Softball Tournament scheduled for November 17 - 19, 2017 - $4,300.
Ms. Becker moved to recommend the Board of County Commissioners approve Tourist
Development Tax Promotion and Marketing funding to support the four upcoming November
2017 Sports Tourism Events up to $27,700.00 and hereby finds the expenditure promotes
tourism. Second by Mr. Olesky. Carried unanimously 8-0.
B. OTHER TDT FUNDING REQUESTS
i. FBU Operating Expense Agreement
Mr. Wert presented the Executive Summary "Recommendation to approve the 2017 Football
University (FBU) event operating and promotional expenses support budget of$372,000 and
$140,000 for media expenses using Tourist Development Tax Promotion Funds, approve the First
Amendment to the Agreement with All American Games, and make a finding that this event
promotes tourism" dated September 25, 2017 for consideration. He noted:
• The event is scheduled for December 17—21, 2017.
• The funds will be expended in 3 phases—Phase 1 —Promotional Items, Phase 2—Event
Operations and Player Experience and Phase 3 —Media and Event Promotion.
• Among other promotional and advertising activities, the County is partnering with Adidas
to provide the player shirts. The cost to the County is $125,000 and the shirts will have
the Convention and Visitor Bureau(CVB) logo on the front of the shirts.
During Council discussions,the following was noted:
• The teams have been selected for the event-Staff to provide the Council with the website
link for the teams selection event.
• The event will be broadcast on Eleven Sports (the network is not available on the local
Comcast Service area) Staff should contact representatives of Comcast to determine if the
station will be made available to local viewers.
• The Collier County Sports Council will be the conduit for event volunteers.
• The housing bureau responsible for booking hotel rooms in the area will only be seeking
rooms in Collier County.
• The tournament will be subject to post event data analysis to determine the economic
impact on the area.
Ms. Becker moved to recommend the Board of County Commissioners approve the 2017
Football University (FBU) event operating and promotional expenses support budget of
$372,000 and$140,000 for media expenses using Tourist Development Tax Promotion Funds,
approve the First Amendment to the Agreement with All American Games, and hereby finds the
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September 25, 2017
expenditure promotes tourism. Second by Ms. Kerns. Motion carried 7 "yes"—1 "no." Mr.
Rios voted "no."
Mr. Rios expressed concern Adidas was being paid by the County to provide the shirts for the
event, while receiving promotion for the event similar to the CVB.
L. Emergency Advertising Funding (this item was heard before Item 7.C.)
Mr. Wert presented the Executive Summary "Recommendation to approve transferring$250,000 to
Tourism Division Emergency Advertising Reserves to an operating Expense line,for use in a Post
Hurricane Irma advertising and Public Relations recovery plan, approve any related budget
amendments and make a finding that this plan promotes tourism" dated September 25, 2017 for
consideration. He noted:
• The proposal is to re-allocate $250,000 of emergency advertising funds to the operating
account to market the area following an emergency declared by the State of Florida and
Collier County for Hurricane Irma.
• The funds will be used to promote the destination following the hurricane to ensure potential
visitors that the area is "open for business."
• The funds will be expended through December 31, 2017 and utilized for promotional
advertising ($175,000)through Paradise Advertising and public relations ($75,000)through
Lou Hammond Associates.
The following was noted during Council discussions:
• The PowerPoint for the proposal did not list the City of Marco Island as an affected party and
it, or any other necessary materials should be amended to include the City.
• It may be beneficial to engage a celebrity spokesperson(s) for the campaign.
• Consideration should be given to the CVB partnering with the USA Today/Naples Daily
News for their Food Festival to be hel&tm November 11, 2017.
• The funds will be expended under the FY18 budget, which has $1.5M accrued in the
emergency advertising account.
Mr. Rios moved to recommend the Board of County Commissioners approve transferring
$250,000 to Tourism Division Emergency Advertising Reserves to an operating Expense line,for
use in a Post Hurricane Irma advertising and Public Relations recovery plan, approve any related
budget amendments and hereby finds the expenditures promote tourism. Second by Mr. Sullivan.
Carried unanimously 8—0
C. FY18 Strategic Marketing Plan
Mr. Wert presented the Executive Summary "Recommendation to approve the Fiscal Year 2017-18
Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau
(CVB) and make a finding that this plan promotes tourism" dated September 25, 2017 for
consideration.
i. Power Point Summary
Mr. Wert presented the PowerPoint "Destination Marketing Plan 2017-2018" for information
purposes and provided an overview of the Plan noting:
• The plan was developed through quarterly and annual marketing workshop meetings,
monthly meetings with partners, international partner consultations, etc.
• The program includes a one year Integrated Marketing Plan and a two year Strategic
Plan.
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September 25, 2017
• The plan targets group sales markets, leisure travelers, weddings, the LGBT community,
promoters of sports tournaments and opportunities in the arts, culture, heritage and action
adventure tourism industry. etc.
• One goal is to increase group sales to 40 percent of the total visitation to the area.
• Based on historic data, $26M of Tourist Development Tax revenue has been projected for
use by the various accounts funded by the TDC.
• The plan proposes expenditures of$5.5M for Destination Marketing and a new account
has been created for capital projects in the amount of$6.3M for construction of the sports
complex, installation of artificial turf at North Collier Regional Park, construction of the
visitor center at the Naples Depot, etc.
• A portion of the capital funds will be made available in the new account(Fund 758)via a
transfer from Fund 184 -Staff will provide any interested person a recap of the process.
ii. Marketing Plan
The following was noted during Council discussions:
• Any acronyms utilized in the Plan should be clearly identified.
• A cost/benefit analysis should be developed for any niche markets targeted in the plan
• The success of the plan should be measured through benchmark data and performance
results.
• Staff will be updating the crisis plan based on the recent experiences encountered during
Hurricane Irma including improving access to communication links with the various
parties.
• Staff continues to develop avenues to improve social media promotions and one
challenge is the County blocks an employee's access to some venues.
Ms. Becker moved to recommend the Board of County Commissioners approve the Fiscal Year
2017-18 Strategic Marketing Plan for the Naples,Marco Island, Everglades Convention &
Visitors Bureau (CVB) and hereby finds the expenditure promotes tourism. Second by Mr.
Olesky. Carried unanimously 8—0.
D. Sports Event Applications
Mr. Obyc presented the Executive Summary"Recommendation to approve the usage of the Event&
Athletic Application for Sports Tourism in an effort to assist in the Sports Tourism promotion for
Collier County staff and event organizers alike" dated September 25, 2017 for consideration. He
noted:
• Staff is developing a new application for sports tourism events with the goal being to
streamline the process and create a more user friendly process for staff and event organizers.
• Input from stakeholders was garnered in developing the format, which includes new funding
and operation policies.
• The new policy will require the promoter to fulfill the "room night"projections provided in
the application or the funding awarded will be adjusted on a pro-rata basis.
• The event organizers have been notified of the new policy.
• The TDC will be receiving post-event reporting as part of the new endeavor.
Mr. Sullivan moved to recommend the Board of County Commissioners approve the usage of the
Event&Athletic Application for Sports Tourism in an effort to assist in the Sports Tourism
promotion for Collier County staff and event organizers alike. Second by Mr. Olesky. Carried
unanimously 8—0.
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September 25, 2017
K. Beach Damage Assessment—Information Only (this item was heard before Item 7.E.)
Mr. McAlpin provided a report on the damages to the beaches as a result of Hurricane Irma. He
noted:
• Staff conducted a visual inspection of the beaches on 9/11/17 to begin to determine the
damages caused by the hurricane.
• A $200,000 emergency contract for beach cleanup was instituted with the work expected to
be completed by the first week of October.
• A second emergency contract was executed for the work necessary to perform a survey of
damage to the beaches in the amount of$50,000.
• The contract was awarded to Coastal Planning and Engineering and expected to increase to
approximately $130,000 in total.
• On 9/14/17 the beaches were inspected by staff, representatives of FEMA and the Florida
Department of Environmental Conservation(FDEP). There will be a follow-up tour with
representatives of the US Army Corps of Engineers (USACE).
• Initial investigation reveals substantial damage to the system with 40—50 lineal feet of beach
being lost and a reduction in 1 —2 feet of elevation of beach height.
• The dune system and vegetation suffered major damage or destruction, the Marco South
Beach lost approximately 75,000 CYs (Cubic Yards) of sand with the Vanderbilt Beach area
losing 675,000 CYs of sand.
• Initial cost estimates for the repairs to the beaches is $35M and staff will be seeking
reimbursement from FEMA for the work at the ratio of 75 percent of the County
expenditures.
• The County may be required to obtain permits for the work from FDEP, USACE or any other
applicable agencies
E. Contract#17-7229 Sports Facilities Assessment Agreement
Mr. Caum presented the Executive Summary"Recommendation to approve the funding for
Contract#17-7229-WV—Sports Facilities Assessment with Hunden Strategic Partners and make a
finding that these expenditures promote tsm" dated September 25, 2017 for consideration. He
noted the proposal is to engage the vendor for the remainder of the phased development plan for the
new sports complex given they completed the original studies and are familiar with the project.
Ms. Becker moved to recommend the Board of County Commissioners approve the funding for
Contract#I7-7229-WV—Sports Facilities Assessment with Hunden Strategic Partners hereby
finds the expenditure promotes tourism. Second by Ms. Kerns. Carried unanimously 8—0.
F. TDC Member Agenda Item Request
Mr. Hill requested the Item be postponed as he needed additional information before presenting the
item.
G. Tigertail and Vanderbilt Tractor Shelters
Mr. McAlpin presented the Executive Summary "Recommendation to approve a Capital
Improvement Project in the amount of$114,208,for the installation of two (2) Beach Tractor
Shelters to be installed at the Tigertail Beach Park and the Vanderbilt Beach Parking Garage to
facilitate adequate equipment protection and equipment cleaning operations to prolong useful
operational life of beach cleaning equipment and make a finding that this item promotes tourism"
dated September 25, 2017 for consideration. He noted the County owns the tractors and there are no
facilities on the site to store and maintain the vehicles. The shelters will not only be beneficial to
staff's day-to-day operations but prolong the useful life of the equipment.
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September 25, 2017
Mr. Rios moved to recommend the Board of County Commissioners approve a Capital
Improvement Project in the amount of$114,208,for the installation of two (2) Beach Tractor
Shelters to be installed at the Tigertail Beach Park and the Vanderbilt Beach Parking Garage to
facilitate adequate equipment protection and equipment cleaning operations to prolong useful
operational life of beach cleaning equipment and hereby finds the expenditure promotes tourism.
Second by Mr. Hill. Carried unanimously 8—0.
H. ITB #17-7153 Doctor's Pass South Jetty Erosion
Mr. McAlpin presented the Executive Summary"Recommendation to award Invitation to Bid#17-
7153R Doctors Pass South Jetty Rehabilitation and Erosion Control Structures Contract to Earth
Tech Enterprises, Inc. in the amount of$2,04 7,626 to rebuild the Doctors Pass south jetty and
mitigate beach erosion in the Doctors Pass area with the installation of Erosion Control Structures,
authorize necessary budget amendments, authorize the Chairman to execute the Agreement, and
make a finding that this item promotes tourism (Project No. 90073)" dated September 25, 2017 for
consideration. He noted:
• Earth Tech Enterprises, Inc. has been selected to perform work and the structures will have a
20—30 year life span.
• The construction costs have increased since the original estimate to complete the work was
developed in the amount of$1.5M.
• Staff is investigating the concept of placing navigational lights in the area, which would
occur during a future dredging event of the Pass.
Mr. Rios moved to recommend the Board of County Commissioners award Invitation to Bid#17-
7153R Doctors Pass South Jetty Rehabilitation and Erosion Control Structures Contract to Earth
Tech Enterprises,Inc. in the amount of$2,047,626 to rebuild the Doctors Pass south jetty and
mitigate beach erosion in the Doctors Pass area with the installation of Erosion Control
Structures, authorize necessary budget amendments, authorize the Chairman to execute the
Agreement and hereby finds the expenditure promotes tourism. Second by Mr. Sullivan. Carried
unanimously 8—0.
I. RFP—Biological Monitoring
Continued.
J. ITB #17-7054 Beach Maintenance Activities
Mr. McAlpin presented the Executive Summary "Recommendation to approve award of Invitation
To Bid No. 17-7054 Beach Maintenance Activities to Eastman Aggregate Enterprises, LLC for an
as-needed contract for emergency beach maintenance services, authorize the Chair to sign the
attached contract, and make a finding that this activity promotes Tourism" dated September 25,
2017 for consideration. He noted:
• Eastman Aggregates Enterprises, LLC was the low bidder for the proposed contract.
• The work is to perform any emergency measures required to address "seaweed" events.
• There was a previous contract for the work which expired and the County is seeking to renew
the services.
Mr. Rios moved to recommend the Board of County Commissioners approve award of Invitation
To Bid No. 17-7054 Beach Maintenance Activities to Eastman Aggregate Enterprises, LLC for an
as-needed contract for emergency beach maintenance services, authorize the Chair to sign the
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September 25, 2017
attached contract, and hereby finds the expenditure promotes tourism. Second by Ms. Kerns.
Carried unanimously 8—0.
8. Old Business
These items have been continued from a previous TDC meeting, or are reoccurring reports for review
by the TDC.
None
Commissioner Fiala and Mr. Hill left the meeting at 11:45 a.m.
Ms. Becker assumed the Chair.
9. Council Member Discussion
Ms. Kerns queried on the status of the changes to CAT's Beach Trolley program with staff noting the
changes are being developed for the Program and a proposal will be brought forth to the TDC.
Hurricane Irma caused a delay in staff's ability to work on the item.
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—September 25,2017
A. Research Data Services—Dr. Walter Klages
"Research Report—Klages Research and Research Data Services, Inc.
B. Paradise Advertising—Cedar Hames/Nicole Delaney
Paradise Advertising and Marketing, Inc—Marketing Report
C. Lou Hammond Group -Jonell Modys
"Lou Hammond Group and CTB 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"
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
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September 25, 2017
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—October 24,2017—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 by order
of the chair at 12:01 P.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman, Commissioner Donna Fiala
These minutes approved by the Board/Committee on as presented or as
amended
9