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TDC Minutes 11/27/2017 November 27, 2017 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, November 27, 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 Susan Becker Victor Rios (Excused) Clark Hill Robert Miller Ed (Ski) Olesky Dan Sullivan Michelle McLeod (Excused) 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 Michael Obyc, Sr. Sports Marketing Manager 1 11/22/2017 November 27,2017 I Collier County,FL November 27, 2017 MEETING AGENDA&NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center,Administration Bldg. F,3rd Floor 3299 East Tamiami Trail,Naples,FL 34112 November 27, 2017 9:0o am Collier County Commission Chambers *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 10/2A/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. http://www.colliergov.net/your-government/advisory-boardsand-authorities/tourist-development-council/tdc-agendas/2017agendas/november-27-2017 1/3 11/22/2017 November 27,20171 Collier County,FL A.*EVENT FUNDING REQUESTS i.Sports Event Funding Requests B. *OTHER TDT FUNDING REQUESTS i. PBS Travel Special Episode C. *December Meeting Schedule 8. OLD BUSINESS These items have been continued from a previous TDC meeting,or are reoccurring reports for review by the TDC. A.DMAI Event Calculator Demonstration 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 ii.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—January 22, 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. http://www.colliergov.net/your-government/advisory-boards-and-authorities/tourist-development-council/tdc-agendas/2017-agendas/november-27-2017 2/3 11/22/2017 November 27,20171 Collier County,FL 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. http://www.colliergov.net/your-govemment/advisory-boards-and-authorities/tourist-development-council/tdc-agendas/2017-agendas/november-27-2017 3/3 November 27, 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. Olesky moved to approve the Agenda subject to hearing Item 8.A after Item S. Second by Ms. Kerns. Carried unanimously 7— 0. B. Approval of prior TDC Meeting Minutes i. Regular Meeting 10/23/2017 Ms. Becker moved to approve the minutes of the October 23, 2017 meeting as presented. Second by Mr. Hill. Carried unanimously 7—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 County Advisory Board and are to be considered for funding by a majority vote and with a finding that 2 • November 27, 2017 each request promotes tourism. A. EVENT FUNDING REQUESTS i. Sports Event Funding Requests Mr. Obyc presented the Executive Summary"Recommend approval of Tourist Development Tax Promotion funding to support the eleven upcoming January and February 2018 Sports Events up to $65,800.00 and make a finding that these expenditures promote tourism" dated November 27, 2017 for consideration. The proposed events are as follows: • ITF (International Tennis Federation) Men's Pro Circuit from January 5-14, 2018 at the Naples Bath&Tennis Club ($6,000). • Nike XPO Prospect Camp from January 6-7, 2018 at North Collier Regional Park ($6,000). • HITS (Horses in the Sun) Triathlon Series from January 6-7, 2018 in Naples. ($7,500). • NSMTA(National Senior Mens Tennis Association) Super Senior Doubles Championship from January 10-14, 2018 at Naples Bath & Tennis Club ($3,750); • Dimitri Cup— 1st Weekend from January 13-15, 2018 at North Collier Regional Park ($9,150). • Dimitri Cup—2nd Weekend from January 20-21, 2018 at North Collier Regional Park, Corkscrew Park, and Veterans Park($10,950). • National Junior USTA L3 (United States Tennis Association) from January 20-22, 2018 at Naples Bath&Tennis Club ($3,750). • West Coast Super Senior Grand Prix from January 22-28, 2018 at Naples Bath& Tennis Club ($3,750). • Dimitri Cup—3rd Weekend from January 27-28, 2018 at North Collier Regional Park ($5,950). • Winter Classic Pickleball Tournament from January 27-29, 2018 at East Naples Community Park($5,250). • Les Grandes Dammes Joanne Russell Cup from February 22-28,2018 at Naples Bath& Tennis Club ($3,750.00). Council discussion occurred with some members expressing concern: • The proposed events are gravitating toward peak times of the year when the original intent of the program was to promote events for the off season. • Data indicates the Dimitri Cup events only generated 52 room nights in Collier County last year. Over 2,000 rooms were booked in Lee County for the tournament while "tying up" Collier County facilities which could have been used by others at a greater benefit to the County. • The Dimitri Cup event may not provide a qualified return on investment for the Tourist Development Tax funding models. Staff noted: • They are aware of the issue and the promoter of the Dimitri Cup has been notified on the concern including if a sufficient number of room nights are not booked in Collier County, the event may not receive funding in the future. • The new grant agreement requires the promoter of events to meet thresholds for room nights or the funding is reduced after the fact given it is a reimbursement program. • With the new data analysis models available, staff will be investigating the concern and may be recommending changes to the program to ensure the targeted return on investments are met for given events. 3 November 27, 2017 Ms. Kerns moved to recommend the Board of County Commissioners approve Tourist Development Tax Promotion funding to support the eleven upcoming January and February 2018 Sports Events up to$65,800.00 and finds these expenditures promote tourism. Second by Ms. Becker. Motion carried 5 "yes"—2 "no." Mr. Hill and Mr. Sullivan voted"no." Sports Application Funding Review Mr. Obyc presented the "Sports Application Funding Model, "for informational purposes. He provided an overview of the document which outlines an example of the funding request vs. funding awarded based on certain parameters. Currently an applicant is required to meet a threshold booking of 250 room nights (among other criteria)to qualify for the funding. The Council reviewed the document and recommended: 1. The application be adjusted to provide for different thresholds for room nights,fees, etc. based on the time of the year, i.e. offpeak vs.peak season. 2. Staffprepares a 2017 year-end report on the program, including the cumulative projections of room nights vs. actual bookings, return on investment and other economic impacts, etc. Sports Park Update Mr. Caum provided an update on the proposed facility noting: • Manhattan Construction Group has been awarded the contract for constructing the facility. • A task force has been assembled to assist the County in developing the facility. • The task force will be visiting other similar venues in the State to garner input on their experiences in building and operating similar facilities. This effort will include meeting with promoters of events to garner additional input. • The playing fields are slated for completion in 2018,the stadium in 2019 and a Fieldhouse is to be constructed at a later date. • An update will be provided to the Council in February of 2018. B. OTHER TDT FUNDING REQUESTS i. PBS Travel Special Episode Mr. Wert presented the Executive Summary "Recommendation to fund a 2018 Samantha Brown PBS Travel Show segment and make a finding that this expenditure promotes tourism" dated November 27,2017 for consideration. He noted the funding request has been amended to $49,750 with monies available in Fund 184 to fulfill the request. In addition to the publicity from the travel show segment,the County will be receiving a 30-second"sizzle reel" for their use. Mr. Sullivan moved to recommend the Board of County Commissioners fund a 2018 Samantha Brown PBS Travel Show segment in the amount of$49,750.00 and finds this expenditure promotes tourism. Second by Ms.Kerns. Carried unanimously 7—0. C. December Meeting Schedule Mr. Wert presented the Executive Summary "Discuss and recommend cancellation of the December TDC Meeting scheduled for December 25, 2017 as it falls on Christmas Day" dated November 27, 2017 for consideration. 4 t , November 27, 2017 Mr. Sullivan moved to cancel the December TDC meeting scheduled for December 25,2017 as it falls on Christmas Day. Second by Ms. Becker. Carried unanimously 7—0. 8. Old Business These items have been continued from a previous TDC meeting, or are reoccurring reports for review by the TDC. A. DMAI Event Calculator Demonstration (this item was heard after Item 5) Chris Pike of Tourism Economics was available via telephone and presented the PowerPoint "Destinations International Event Impact Calculator" highlighting: • Destinations International's Event Impact Calculator(EIC) allows Destination Marketing Organizations (DMOs)to quantify the economic importance of events to their destinations. • The DI Event Impact Calculator can properly identify the unique-ness of the event, the total impact of the event and the details with each of the following five event characteristics: • Type of event • How long will the event take place • Attendees/participants/tickets sold • Overnight share • Room rate • The platform includes spending distribution analysis for lodging, food and beverage,retail, recreation and transportation for business meetings as well as sports and cultural events. • Detailed reports may be generated in a variety of areas including spending, overall economic impacts,tax revenue, ROI's (Returns on Investments), etc. • It also allows the user to compare different events to find the most beneficial ones to target. During Council discussion,the following was noted: • The model is customized for each destination utilizing the package. • The information is gathered from multiple data sets from areas across the United States including Florida with tools such as monthly rolling surveys which are continually added to the system to ensure the best available data is being used in the software. • The system has the ability for the user to localize data. • The County does garner feedback on individual events from the promoter and"spot checks" the data to ensure it is accurate. • The annual fee for the service is less than$10,000 and the County is only allowed access to their data,not those of a competitor utilizing the software. 9. Council Member Discussion Ms. Becker provided an update on the Rock-n-Roll in Naples to be held December 9, 2017 at the Naples Square with Sugar Ray as the headliner. Mr. Sullivan reported Red Bull partnered with Rookery Bay to complete a cleanup of Henderson creek, by paddleboard. Break: 10:46 a.m. Reconvened: 10:55 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. 5 - November 27, 2017 Marketing Partner Reports—November 27,2017 A. Research Data Services—Dr. Walter Klages Klages Research &Research Data Services, Inc. -Research Report The Council requested Dr. Klages to include statistics on deplanement for the facilities at Fort Lauderdale and Punta Gorda in future reports. Ms. Kerns left at 11:09 a.m. B. Paradise Advertising—Cedar Hames Paradise Advertising and Marketing, Inc. —Marketing Report 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" 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—January 22,2018—9:00 a.m. 6 November 27, 2017 Collier County Government Center,Administration Bldg. F,3rd Floor, 3299 East Tamiami Trail,Naples,Florida 34112 Commissioner Fiala reported this may be her last meeting serving as Chairman of the Tourist Development Council as a new Chair is appointed annually by the Chairman of the Board of County Commissioners. The Members thanked Commissioner Fiala for her support of tourism. There being no further business for the good of the County,the meeting was adjourned by order of the chair at 11:33 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Chairman, Commissioner Donna Fiala These minutes approved by the Board/Committee on 1 /221 2011' as presented or as amended V 7