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BCC Minutes 12/09/2003 W (w/TDC)December 9, 2003 TRANSCRIPT OF THE JOINT MEETING OF THE COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS AND TOURIST DEVELOPMENT COUNCIL Naples, Florida, December 9, 2003 LET IT BE REMEMBERED, that the Collier County Board of County Commissioners/TDC Joint meeting in and for the County of Collier, having conducted business herein, met on this date at 9:00 AM in WORKSHOP SESSION in Building "F of the Government Complex, East Naples, Florida, with the following members present: CHAIRMAN: Commissioner Tom Henning Commissioner James Coletta Commissioner Donna Fiala Commissioner Frank Halas ALSO PRESENT: Jack Wert, Tourism Director David Loving, TDC Gary Galleberg, TDC Kevin Durkin, TDC Robert Dictor, TDC Rhona Saunders, TDC Susan Becker, TDC Heidi Ashton, Assistant County Attorney Jim Mudd, County Manager Leo Oches, Assistant County Manager Joe Schmidt, Comm. Dev. & Environmental Services Page 1 COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS WORKSHOP w/TDC AGENDA December 9, 2003 9:00 a.m. Tom Henning, Chairman, District 3 Donna Fiala, Vice-Chair, District 1 Frank Halas, Commissioner, District 2 Fred W. Coyle, Commissioner, District 4 Jim Coletta, Commissioner, District 5 NOTICE: ALL PERSONS WISHING TO SPEAK ON ANY AGENDA ITEM MUST REGISTER PRIOR TO SPEAKING. SPEAKERS MUST REGISTER WITH THE COUNTY MANAGER PRIOR TO THE PRESENTATION OF THE AGENDA ITEM TO BE ADDRESSED. 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), REGISTER WITH THE CLERK TO THE BOARD AT THE BOARD MINUTES AND RECORDS DEPARTMENT. REQUESTS TO ADDRESS THE BOARD ON SUBJECTS WHICH ARE NOT ON THIS AGENDA MUST BE SUBMITTED IN WRITING WITH EXPLANATION TO THE COUNTY MANAGER AT LEAST 13 DAYS PRIOR TO THE DATE OF THE MEETING ~ND WILL BE HEARD UNDER "PUBLIC PETITIONS". ANY PERSON WHO DECIDES TO APPEAL A DECISION OF THIS BOARD WILL NEED A I~ECORD OF THE PROCEEDINGS PERTAINING TiIERETO, AND THEREFC'RE MAY NEED TO ENSURE THAT A VERBATIm. ~.ECORD OF THE PROCEEDINGS IS MADE, WHICH RECORD INCLLI~ES THE TESTIMONY AND EVIDENCE UPON WHICH THE APPEAL IS TO BI'. BASED. ALL REGISTERED PUBLIC SPEAKERS WILL RECEIVE UP TO FIVE (5) MINUTES UNLESS THE TIME IS ADJUSTED BY THE CHAIRMAN. 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 1 December 9, 2003 FACILITIES MANAGEMENT DEPARTMENT LOCATED AT 3301 EAST TAMIAMI TRAIL, NAPLES, FLORIDA, 34112, (239) 774-8380; ASSISTED LISTENING DEVICES FOR THE HEARING IMPAIRED ARE AVAILABLE IN THE COUNTY COMMISSIONERS' OFFICE. I II III IV V VI VII VIII IX X XI XII XIII CALL TO ORDER ROLL CALL CHANGES AND APPROVAL OF AGENDA OLD BUSINESS Category "A" Beach Project Funding Policy REVIEW OF 2003- Jack Wert, Tourism Director a. What We Proposed b. What We Accomplished RESEARCH REPORT- Walter Klages, Research Data Services 2003 Third Quarter Focus Group Research PLANNING FOR 2004 -Paradise Advertising & Marketing- Cedar Hames, President a. New Branding and Positioning b. Proposed Media Plan for 2004 NEW BUSINESS Resolution Designating CVB as Official County Tourism Promotion Agency ANNOUNCEMENTS AUDIENCE INPUT & DISCUSSION BCC/TDC DISCUSSION NEXT TDC MEETING DATE/LOCATION · December 22, 2003- County Commissicn Chambers ADJOURNMENT 2 December 9, 2003 December 9, 2003 II. III. IV. The Workshop was called to order by Commissioner Tom Henning at 9:05 AM. Pledge of Allegiance was recited. Roll Call was taken. Commissioner Coyle, Joe Dinunzio and Glenn Tucker were absent. Changes & Approval of Agenda - County Manager Jim Mudd went through the Agenda and items to be discussed. Joe Schmitt- Community Dev. & Environmental Services -Explained the process that will be taken for the survey of Naples Park. The Contractor has had personal threats and is concerned. The results will be tabulated at Veterans Park with residents, media and public invited to observe. There will be sheriff's deputies in attendance and they hope for a friendly environment. Old Business: A. Category "A" Beach Project Funding Policy - Jack Wert Presentation is as follows - (Attached) Gave a brief History of the policy from May through December of the process that was handled with the Coastal Advisory Committee and Tourism Development Council. · Board of County Commissioners did not approve that particular policy and asked staff to study and come back with a revision. · Boat Launch & Beach Assess Master Plan had addressed State & Federal Funding, Beach Access to satisfy Growth Management Plan and addressed Inlet Management & Navigation Dredging. That plan had not been reviewed by TDC or CAC. · Covered different parts of the policy. · Staff amended policy to blend all issues - beach preservation and beach access. · Covered the benefits of the December 2nd policy amended by staff. Policy will address a review process for grant applications for all beach projects. Beach projects will go to the Coastal Advisory Committee and anything related to beach Parking facilities will go to the Parks & Recreation Advisory Board. · Projects will be reviewed by CAC and PARAB - then to the TDC and Board of County Commissioners. · BCC will vote on December 16th on policy. · Maps were shown outlining the areas covered in the policy and areas needing additional approval. CAC will look at grant applications and monitor the beaches. Page 2 December 9, 2003 · Lee County has $92M for their overall policy for their 10 year program beach renourishment - 30% from State, 30% Federal, 20% TDC and 20% from people on the beach that benefit from the renourishment. · Staff has proposed a policy that will work - lot of responsibility on CAC to make sure of prioritizing projects for grants to TDC. County Manager Jim Mudd covered and explained various changes in the Funding Policy. 3. (a) Catastrophic Reserves. 3. (c) Major Renourishment Funds in FY 2006. ($2M not $1M) 3. (d) Beach Park Facilities - funded an average of $2M per year - adjusted annually. 9. Grant Application Review - CAC and Parks and Recreation Advisory Boards will prepare and prioritize annual spending plan for TDC Cat. "A" funds. County maintained beach park facilities will be handled by the Parks & Recreation Advisory Board. Commissioner Coletta asked about Lee Counties State and Federal Funding and what Collier County does in comparison. Mr. Mudd explained Collier County has not been aggressive getting the beaches on the authorization and appropriations bills from the US Congress to get them in the program. An Executive Summary has been submitted for authorization to go forward with Congressman Goss to get their beaches authorized in committee and on the floor. Then needs to get on the Appropriations Bill. Certain parts of the beaches are not going to be eligible for those dollars. Discussion followed on the cost share of 65/35% for Federal and local share. Would have to meet access requirements. Based on some approximate figures, funds could be approx. $10-12M from State and Federal. Vice Mayor Galleberg commented that if they can obtain State and Federal funding, they should and he agrees. They should do their best to obtain the funding, but not assume it is there. He discussed the historical reasons why Lee County gets Federal funding and Collier has not. In 1992 Collier County had a referendum that set up a fund for beach renourishment. Lee County did not do that. Commissioner Itenning reiterated that it is the understanding of Collier County residents to renourish beaches, with a few changes over the years including fishing piers; park expansion of lots, restroom facilities etc. and his opinion is to renourish the public's beaches in the County and stay focused working together with elected officials to lobby their representatives. Mr. Mudd mentioned Commissioner Henning received a resolution from Marco Island City Council that they approve of the funding policy before them. Page 3 December 9, 2003 Vice Mayor Galleberg stated the City of Naples also endorses the policy with the changes discussed earlier. SPEAKERS Ed Staros - Ritz-Carlton Resorts of Naples - he is in favor of Beach Renourishment, but may not be enough funds for catastrophic occurrence and may also want to reconsider adding additional advertising dollars for Tourism the 3rd and 4th quarters each year. He covered the history of his hotel not breaking even in their cash flow in the 3rd quarters each year. Profits are in the 1 st and 2nd quarters - keeping them alive. The recession and 9/11 has been very devastating. He would not favor raising the tax. Commissioner Halas commented on them changing the cost of their rooms per night and boosting their goals with bed occupancy and them advertising also. Mr. Staros answered he cannot raise his rates as 9/11 has made a negative impact on his occupancy. If they were ever to decrease the tax, this would be the year to do it. He discussed his expenses of insurance, salaries and taxes and how difficult it is for them right now. Commissioner Henning responded the Board of County Commissioners has taken action to do more advertising for off-season in Collier County. They are concerned about spending those dollars wisely and Mr. Wert has said they will have additional advertising dollars for advertising. They need to do their homework before any additional taxes are discussed. Commissioner Fiala stated she is not one for franchise fees; but with the only dollars they have left, and to make sure they can purchase the beach access; is the bed tax dollars. She understands where the Hotels stand, but she knows it is important to them to have beach access. Have to plan for the future and Collier County has the lowest bed tax in the State of Florida. They only thing she can think of are the bed taxes. If a better way, she will listen. Ms. Saunders didn't believe a 1% tax rate would be catastrophic. She stated it is important to renourish the beaches - that's what the tourist tax is for - not buying land. Derrick Barnett - The Registry Resort & Club/Boca Resort and Edgewater Resort - He stated they are opposed to any increase in the tourist tax. Agreed with everything Mr. Staros said. Last 2 years was worse in company's history. They are in favor of a reserve for a catastrophic event and beach access and renourishment. Page 4 December 9, 2003 Tom White - Hawthorn Suites - a smaller hotel and have not been profitable in the past 4 years. He felt there is a smaller majority not being heard that would be greatly affected if an increase, in not only the 1% penny tax, but also the way the tourism industry is heading right now. He appreciates the advertising dollars that will be spent in the off- season to promote Collier County. Heidi Ashton - Assistant County Attorney - if they were to adopt the additional penny, it could be used to pay the debt service on bonds to finance construction, reconstruction or renovation of a convention center, to pay for the operation and maintenance cost of a convention center for up to 10 years or to promote and advertise tourism in the State of Florida nationally or internationally. Out of the options would be to use the money for promoting and advertising tourism. (Category "B" under Ordinance) The only relief out of Category "A" would be if they allocated 23.23% of the 2% tax to Category "A" and then finance an additional penny. Commissioner Henning stated they could go to legislators and have them change the Statutes to accommodate Collier County. Commissioner Coletta stated if a full penny would be available for a promotion of Tourism it would be a plus. Commission Henning would not vote for another tax on businesses that are suffering. He would rather see the staff get more creative with ideas for beach access and not impose an additional tax on a struggling business. Discussion followed on a possible extra tax and how much it would free up and which categories it would go into and benefits. Cost effective comparisons were also discussed. Mr. Wert stated for every dollar of advertising spent, they realize $7.00 of spending in the community. But not sure exactly what categories it benefits. Would increase the amount of money for beach projects etc. It was the consensus of the TDC members in attendance that they support the Beach Funding Policy as presented. Commissioner Fiala would like any input the TDC members can give in order for her to vote on the policy. Commissioner Coletta felt the 4th penny deserves consideration and can't accept going with the present beach policy to renourish beaches that aren't being used by Tourism unless there is funding to bring more beaches in line. Commissioner Halas reiterated that for every dollar spent, Collier County receives $7.00 and is a way to take care of tourism. If they can bring people into the County in the off season, that is worth looking at. Page 5 December 9, 2003 Commissioner Henning felt the TDC should take a look at the 4th penny issue and discuss it further. County Manager Mudd reminded the Commissioners that the longer they push this out, the fewer projects will be done - they have a moratorium on projects until the policy comes out. This is the time to do the beaches, being it isn't turtle season. If held off until January/February it will be out of season and will not get much done. It was suggested to give this priority and hold emergency meetings if needed. 10:35 AM - BREAK 10:52 AM - RECONVENED Review of 2003 - Jack Wert, Tourism Director gave report (Attached) A. What we Propose - from one year ago B. What we Accomplished · TDC Meet Monthly · New Tourism Office and report directly to County Manager · Workshops with Board of County Commissioners · Advisory Group · Research - ROI · New County Tourism Office is a Convention & Visitors Bureau and has hired a staff. · Created an emergency plan · Leased space - Horseshoe Drive · Recommended measures of success was discussed · Showed how they compare with the competition and other counties in Florida. · Very low in investment of promotion · Collier County brings in $9M in tourist tax - Lee County $11M and spending three times in promotion. · Collier County spends $1.2M and Lee County spends $6.5M in promotion. · Covered Funding levels · Bringing destination together as one and being of one image · Went through marketing priorities such as regional partnerships, coop advertising and trade shows and revise grant guidelines. · Research priorities - conversion studies, average visitation spending and expanding profile studies etc. Page 6 December 9, 2003 · Product Development - golf package, on-line reservations, film & Television and public relations in-house, create visitor and meeting planner guides. (Hand-outs) · Support Services - Intern and Volunteer Program · Community Advocacy Priorities - created National Tourism Week Campaign; met with CC Legislative Delegation, enhanced awareness of Tourism and good will with local and regional media. · Partnership Priorities - Ft. Meyers International Working relationship, partner with Lee & Charlotte Counties for International Promotions and Trade Shows with Hotels. · Identified Mid-Range Marketing Goals, Research Goals, Advocacy Goals, Product Development Goals and Long Range Partnering Goals. · The State of Tourism - Florida is still recovering and Collier is approaching recovery. International recovering, (UK promising) leisure travel is down but group meetings are increasing. · Strategic Partners - Roundtable, hotels, lodging, Chamber, Economic Dev. Commission, SWFL International Airport, FGCU and trade show Booth. · Gave their Mission and Vision Statements · Impact strategies of Tourism and how they promote was given. · Marketing and Media strategies were covered. · Saving residents $506.00/yr in taxes because visitors are coming to Florida VI. Research Report - Walter Klagas, Research Data Services - 2003 Third Quarter - recession here until third quarter of 2004 - In spite of recession have had recovery of rates and occupancy - Focus Group Research - gave many statistics. - He covered the number of visitors, expenditures, impact of totals and the regions of marketing. - Tested print and television advertising - Gave key findings VII. Planning for 2004 - Paradise Advertising & Marketing-Cedar Hames, President A. New Branding & Positioning - covered marketing, goals, objective, strategies and tactics. - Will increase spring/summer business - occupancy, room rates and revenues. Page 7 December 9, 2003 VIII. IX. X. XI. XII. - Define Naples/Everglades brand & position the name and brand awareness - inquires and revenues. - Leisure markets - Demographically looking at families and couples and women. Going after golf and eco markets. Exposure without expanding budget. Concentrate on Southeast Florida market during spring and summer Use partnerships for subsidizing - Use trade publications and online Proposed Media Plan for 2004 New Logo showed Florida's last Paradise Dave showed a short clip of various ads - Overall budget is $700,000 New Business - Resolution Designating CVB as Official County Tourism Promotion Agency - (Attached) On County Commission agenda on December 16th. Announcements - None Audience Input & Discussion - None BCC/TDC Discussion Next TDC Meeting Date/Location December 22, 2003 - County Commission Chambers Page 8 December 9, 2003 There being no further business for the good of the County, the meeting was adjourned by order of the Chair at 12:15 PM. COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS/TDC WORKSHOP Chairman ~ommiss¥oner Tom ng ATTEST: . ..... . DWIGH,~,:~,...g!~ .'~~, CLERK · '~s'e mifi~ifes approved by the Board on At;test ~ ~o Cha~r~al'~ $1~atur~ only,. , as presented Page 9