TDC Minutes 04/19/2004 RApril 19, 2004
TRANSCRIPT OF THE MEETING OF THE COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL
Naples, Florida, April 19, 2004
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 Donna Fiala
David Loving
Kevin Durkin
Robert Dictor
Glenn Tucker
John Sorey III (Excused)
Susan Becker
Douglas House
Murray Hendel
ALSO PRESENT:
Jack Wert, Director of Tourism
Maria Bernal, Executive Assistant/Tourism
Ron Hovell, Public Utilities Engineering
Heidi Ashton, Assistant County Attorney
I
II
II
IV
V
VI
VII
MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Monday, April 19, 2004, 9:00 A.M. - Noon
Collier County Government Center, Administration Bldg. F, 3ra Floor
3301 East Tamiami Trail, Naples, FL 34112
CALL TO ORDER
ROLL CALL
CHANGES AND APPROVAL OF AGENDA
APPROVAL OF TDC MINUTES- Regular Meeting March 22, 2004; Special Meeting
March 29, 2004
STAFF REPORTS
1. Director's Report- Jack Wert
2. P.R. Report- JoNell Modys
3. Film Coordinator Report- Maggie McCarty
4. Inquiry Reports - Jack Wert
a. Phase V - Fulfillment & Call Summary
5. Paradise Advertising & Marketing- Cedar Hames, President
OLD BUSINESS
County / City of Naples Beach Renourishment Update
a. Schedule: discussion of progress and potential barriers to meeting a
November 2004 construction start date
Hideaway Beach Renourishment Update
a. Hideaway Beach Major Renourishment - Permitting Work Order
Amendment - $30,000.00
3. Schedule: discussion of progress and potential barriers to meeting a
November 2004 construction start date
4. Update - Status of Federal Shore Line Protection Study
NEW BUSINESS
Category "B" Grant Applications
a. Event-Owl Foundation Tennis Challenge
b. Event-Wanderlust Escape Weekend
Category "C-2" Grant Applications
a. Grant Application from City of Naples for Naples Preserve Eco-
Educational Center
b. Conservancy of SW Florida "Everglades: A Work in Progress"
c. Grant for Naples Botanical Garden
3. Marco Island Monitoring 2004 - $78,916.00
4. Emergency Advertising Campaign - $300,000.00
IX ANNOUNCEMENTS
TDC April 19, 2004 Agenda
Page 2
X AUDIENCE 1NPUT & DISCUSSION
XI COUNCIL DISCUSSION
XII NEXT MEETING DATE/LOCATION- May 24, 2004 BCC Chambers
XIII ADJOURNMENT
** All interested parties are invited to attend, and to register to speak and to submit their objections, if any,
in writing, to the board prior to the meeting if applicable.
** For more information, please contact Jack Wert at (239) 403-2402.
** 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 3301 East Tamiami Trail, Naples, FL 34112,
(239) 774-8380.
** Public comments will be limited to 5 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.
II.
III.
IV.
Ve
April 19, 2004
The meeting was called to order by Commissioner Donna Fiala at 9:03 AM.
Pledge of Allegiance was recited.
Roll Call: Roll Call was taken and a quorum was established. Mr. House and Mr.
Hendel were welcomed as new members.
Changes & Approval of Agenda: Add under "New Business"- #5 Election of Vice
Chairman. Move #3 under "New Business" - Marco Island Monitoring to Item #1.
Approval of TDC Minutes - Regular meeting March 22, 2004; and Special Meeting
March 29, 2004.
Mr. Durkin moved to approve the Minutes of March 22 in good faith
and the March 29th, 2004 minutes. Second by Mr. Tucker.
- Mr. Hendel's spelling of his name was corrected.
- Mr. Loving wished to have part of his conversation concerning the
temporary t-groins in the minutes. He stated they are actually working.
The motion & second agreed to amend their motion for the
corrections.
Carried unanimously 8-0.
Staff Reports:
1. Director's Report- Jack Wert
· Tourist Tax Collections in March were the highest for any month taxes
have been collected.
· New Website Design - hope to have finished next week
· Later in meeting will discuss moving money from Emergency Advertising
Account into Current Fund so they can go to the BCC for a Budget
Transfer.
No report from Sales Manager Debi DeBenedetto
P.R. Report - JoNell Modys - some information given:
· Revision on Website/Data Base
· Assisted 4 Journalists
· New York Post Story- Everglades
· Trade Show - Journalist
· Many stories submitted
· FAM - June goal
· Spring/Summer Marketing Campaign
· Guide
· Press/Editorial coverage
2
Aprill9,2004
Jack Wert mentioned the Collier County Tax Collectors office does a good job
collecting for the rental properties. T~ey check records on the Homestead exemptions,
scan ads for rentals through newspapers and websites.
e
Film Coordinator Report - Maggie McCarty
(Not available for meeting - some highlights are as follows):
· Worked with FHM magazine on fashion layout.
History Channel - TV series done
· Stein Mart - Catalogue
· Infomercial - tech products
Inquiry Reports - Jack Wert
a. Phase V - Fulfillment & Call Summary · Live calls up
· Visitor Guide leads calls received
· Boston Globe discussed
· Preprinted piece in various in-state newspapers
· Web sites up
Paradise Advertising & Marketing - Cedar Hames, President
Introduced himself, Dave DiMaggio & Came Durand (Manager of Naples Office)
Came gave following report:
· Campaign up and running and in the market
· TV ads running this week
· Newspapers
· Group and meeting planner advertising
· Researching for direct mail & online marketing for tourist
· Travel Agents
· Visitor Guide will be shared next meeting (English, Spanish & German
versions available)
· New Photography
· Showed 6 banners appearing on FLAUSA.com website
· PR e-mail designs was shown (Sunday travel sections, planner meeting guide,
publications, co-op ads, upscale publications)
Mr. Tucker asked about the Everglades or Eco-Tourism in the ads.
Carrie mentioned they have done eco-tourism ads in Audubon, Undiscovered Florida
and Television spots and they do market eco-tourism. She mentioned the ones she is
showing now are meeting or leisure. Some of them are with kayaking etc.
Susan Becket asked about the Paradise Coast.com website still containing "Classic
Florida" words.
April 19, 2004
Mr. Weft mentioned earlier they are about to launch the new site. They needed that
site up now until the new site is up by end of next week.
Mr. Hames addressed the eeo-tourism issue in stating the newspapers will run in the
travel section on the East Coast and will be a variety of ads which can be changed to
address more specific eco travelers. Television will reinforce the Everglades business.
The group business does not and is more in the Marcos and Naples area.
Commissioner Fiala wondered if they had a brochure showing eco-t0urism.
Mr. Weft stated they are working on one. The Visitors Guide has a whole section
on all businesses and rack brochure advertises the Everglades activities. The
Television ad shows 3 times in the 30 seconds of Everglade experiences. They are
targeting the whole area toward the readership encouraging everyone to come to the
area.
Mr. Hames mentioned they are directing everything to the toll free number and the
website.
Mr. Tucker stated there is a large group of Eeo-tourism people out there and need to
capture that group.
Mr. Loving agreed and stated it is the whole area that makes this area more of the
"Last Paradise" embracing the Everglades as a distinct area.
Mr. Hames stated they will be addressing this in the smaller ads and focusing in the
travel sections.
Need to target the right groups.
VI.
Old Business:
1. County/City of Naples Beach Renourishment Update - Ron Hovell
a. Schedule: discussion of progress & potential barriers to
meeting a November 2004 construction start date.
The grant applications went to the BCC on April 13th and approx, half million dollars
approved. $6M will be reimbursed from the State, Federal Government and Pelican
Bay. Received first request for additional information and provided response on
April 1. State has 30 days to accept or issue another request.
Last thing is to obtain permits from the property owners. Mailed request for
easements in mid-February and less than half have returned. Easement packages
were provided to the City of Naples and going in the mail now.
Will schedule public information meetings with City of Naples end of month or early
next month. City plans to possibly have a Notary for convenience to those in
attendance.
4
April 19, 2004
Mr. Hovell reviewed project:
· Limits are Delnor Wiggins State Park through Pelican Bay - around
Clams Pass - to city limits to V2 mile north of Doctors Pass - south side to 21 st
Ave. South.
· 650,000 cubic yards estimated
· Pumping sand onto beaches - goal 150 feet wide.
· No trucks involved in process - will be pumping sand off shore onto beach.
· Cost is $14.5M - out of Tourist Tax funds - if they don't revive the
reimbursement contracts from the State & Federal Government, then may
need to scale back on the contract.
2. Hideaway Beach Renourishment Update
Grant application to the BCC on April 13 - $4.5M approved - depends on working
out an Interlocal Agreement with the City of Marco Island and Hideaway Beach
Association that will become a special taxing district.
Applied for permits - responded to one request for additional information - received
second one.
Need to work out easement issues.
Review of Project:
· Placing 10 permanent t-groins to replace temporary ones made out of sand
bags since 1995.
· Replace 250,000 cubic yards of sand on beach.
· Sand source is due north of Hideaway Beach - along Keewaydin Island.
· State has concerns with the borrow area.
a. Hideaway Beach Major Renourishment-Permitting Work
Order Amendment- $30,000
Page 39 of packet was reviewed. When request from State for second
response for additional information, Humiston & Moore reviewed it
and asked for $50,000 from the $30,000.
Ron reviewed the project. Will cost $4.5M - but there will be a cost
share in the Interlocal Agreement of how to match up the TDC Funds
with the other funds. The office still needs to budget to spend the
whole $4.5M.
3. Schedule: discussion of progress and potential barriers to meeting a
November 2004 construction start date.
Mr. Hendel asked about the November date in which Mr. Hovell
responded that all Beach projects have to be done outside of turtle
season which runs May 1 st through October 31 st.
VII.
Aprill9,2004
Mr. Tucker moved to approve the Work Order of $50,000 to
Humiston & Moore. Second by Commissioner Fiala. Carried
unanimously 8-0.
4. Update - Status of Federal Shore Line Protection Study
In October wrote letter to Army Corp of Engineers (Political delegation) asking for
process to begin. The Army needs funds and a letter was written for a congressional
line item is put into the Federal Budget to provide the Army with the funds to kick off
the study. If successful funds will be available in October. Then the feasibility and
economic study will be done. This is an 8-10 year process.
New Business
3. Marco Island Monitoring 2004 - $78,916 - Ron Hoveli
When going through grant applications, the monitoring is budgeted for $100,000.
Because of various policy issues grant applications were deferred. Have
engineer's proposal to do the Marco Island Monitoring for the $78,916. This is
for the Tigertail area to the south end.
Mr. Tucker moved to recommend the expenditure. Second by Susan Becket.
Carried unanimously 8-0.
4. Election of Vice Chairman:
Susan Becker moved to nominate Glenn Tucker as Vice Chairman. Second
by Mr. Durkin. With no other nominations from the floor, nominations were
closed. Carried unanimously 8-0.
1. Category "B" Grant Applications
Mr. Wert mentioned all the applications they are looking at were reviewed by a
Review Committee - Hotel, Attractions Industry and the Cultural Community.
They make sure they all meet the criteria and guidelines for funding. A 5-step
process is gone through and they make sure the event will bring visitors to the
area and they can handle grants. The soundness and stability of the organization
is what the Committee needs to be addressing when making their decisions. He
asked the members to fill out the forms for each application. He will then collect
them as part of the record.
Mr. Tucker asked about the purpose of the forms being filled out.
Mr. Weft responded it was to give them guidelines on what they are thinking
about the requests and if they meet the purpose of promoting tourism in Collier
County.
After much discussion concerning the committee members filling out the forms,
they did not feel it added anything to the process that has already been done
6
Apfil19,2004
Mr. Tucker moved to acknowledge the guidelines in considering the
applications, but not to engage in the practice of filling out the forms. Second
by Mr. Loving.
Susan Becker stated she thought it was a good idea to fill them out as part of
their own records.
Heidi Ashton -Assistant County Attorney - If the committee members fill the
forms out, they need to consider it is part of the Public Record. It would then
have to be turned in as part of the Public Record. If they just review it and
consider it, it is okay.
Ms. Becker mentioned she makes notes in preparation. It was noted those notes
are part of the Public Record as in keeping with the Sunshine Law. They would
be part of the public record and need to be disclosed. The notes should not be
thrown away in case they are requested.
Motion was carried unanimously 8-0.
Mr. Hendel mentioned he didn't have a background of what Category "B" or "C"
funds are and did not feel comfortable voting.
Heidi Ashton stated as a member of the Advisory Board he is required to vote
unless he has a conflict. She suggested Mr. Wert give a brief explanation of each
category before voting. Mr. Hendel would then have the material to vote and
suggested he do so.
Category "B" Applications are for: · Events - funded out of reserves Fund 194.
· Events must be 2 days in duration.
· Guideline of 100 hotel room nights per day of event
· Maximum allowable sponsorship is $50,000
· Organizations eligible are - not-for-profit organization under Section 501
of the Internal Revenue Code.
· Events must take place within Collier County between May & November
· Applicants must make project assessable to the public.
· Applicants must match the amount requested on dollar for dollar basis.
· Money is used for Advertising a promotion and takes place outside Collier
County for attracting persons into the area.
Heidi Ashton read the Ordinance Section dealing with Category "B". Categories
are how they are designated based on how the Ordinance is written - Statute Section
125.0104 which designates the eligible uses of money. They also have an Ordinance
that has adopted a plan for Categories A, B, C and D.
Aprill9,2004
· Funds can be used to create an internet Website to promote the event.
a. Event-Owl Foundation Tennis Challenge
Tennis Challenge event to take place in November at Naples Bath &
Tennis Club. Second year of event.
Supported last year with media funds due to being televised with the
Williams sisters. One day event was a problem but would be a Friday
& Saturday night in hotels. Would be a media purchase rather than an
event. Mr. Weft is recommending $15,000.
The application itself was discussed. This would be for their Media
Budget as opposed to a special event. Asking for an advance
recommendation on the media expenditure. The criteria are for a
"special event."
Ms. Becker moved to recommend the approval of the $15,000.
Second by Mr. Loving. Carried unanimously 8-0.
b. Event-Wanderlust Escape Weekend - withdrawn - did not have
enough presence in Collier County. They will hold their dinner in
Collier County with the main event in Lee County which is a golf
tourney. Next year it will be in Collier County.
2. Category "C-2" grant Applications
Guidelines are: two categories
1) Museums grants - "C"I is for County museums - funding based on County
Ordinance stating on a percentage that goes to the County owned museums. There
were no applications for County owned museums.
2) Category "C" 2 is non-county owned museums. Could be city owned or private
organization running it.
Mr. Weft discussed the overall eligibility.
ae
Grant Application from City of Naples for Naples Preserve Eco-
Educational Center:
· Install educational materials at the Hedges Family Visitors
Center at Naples Preserve
· Facility on US 41
· City requested funds last year- at that time the funds pledged
for the matching funds had been raised but used in a previous
project and were not available.
· $50,000 is the request - to build a variety of exhibits
· Review Committee felt it did not quality for a museum.
April 19, 2004
· No documentation at the time for funds pledged - received fax
since that time for $25,000 pledged.
· Did not recommend qualification for a "C-2" grant.
SPEAKERS
Janet Mullins - City of Naples - stated she received a call from William Meeks - President of
the Friends of the Preserve and confirmed he has received pledges totaling $35,000. If he knew
they were to get the matching funds for the grant, they would commit to the $50,000 and be
available within 30 days. They feel they are a clearing house with display tables and all the
museums and partners are invited to display all their information and literature. Tourism is
generated and they promote on their website, articles in magazines and are a worthwhile cause.
Mr. Hendel asked about the parking.
Terry Fedlum - City of Naples - responded they have 8 parking spaces. They have applied for
expansion with the City Council and were turned down.
Mr. Tucker didn't feel they had to stretch the rules for it to fall into the category. He felt
uncomfortable with a verbal commitment on the funds and wondered if it could be brought back
next month with confirmation of the matching funds.
Janet Mullins had a fax from William Meeks of which she read stating: We have received
pledges totaling $35,000 from 3 people thus far. As soon as we know that matching funds
totaling $50,000 are available, I will get the remaining $15,000 needed and on end within 30
days. (The fax was not made part of the public record)
After discussion it was decided to bring it back to the next meeting.
Conservancy of SW Florida "Everglades: A Work in Progress"
Permanent Exhibit
· Matching funds in place
· Met all Criteria
· Recommends the full amount of $10,000
SPEAKERS
Joe Cox - Director of the Conservancy's Nature Center - currently going through the
American Assoc. of Museum accreditation process. It qualifies as an institution that collects
preserves and interprets objects to the public. They collect objects relating to the Natural History
and Environmental History of Southwest Florida. Over 30,000 objects in their collection. If all
goes through they will be the first accredited Museum in Collier County. He sits on many
Boards and will bring a State Conference to Naples in September. They also have a local group.
Mr. Hendel moved to approve the project. Second by Ms. Becker.
Carried unanimously 8-0.
9
Apfil19,2004
Ce
Grant for Naples Botanical Garden - $379,505
· Changing to get away from the bricks & mortar type of
expenditures and more into building exhibits and promotion to
bring people to the Gardens.
· Charging admission
5 years to finish the project
· Temporary & permanent exhibits
· Review Committee and staff recommending total of $217,650
· Meets all criteria for funding
· Promotions are being made with flyers and also to the concierges.
Ms. Becker mentioned she has visited the Gardens and is impressed with all their
exhibits. She would like to make a motion but wouldn't mind contributing to the
temporary exhibits as well as the permanent ones.
Mr. Hendel also was impressed with the Gardens and wondered why they don't
recommend the entire request for funds. He would be in favor of the entire
request along with Ms. Becker.
Mr. Tucker stated the philosophy is to wean them off County support. The
entities need to stand on their own two feet. He does not favor granting them the
total funding.
Mr. Durkin agreed with Mr. Tucker and would also like to get into a weaning
process and not become dependent.
Mr. Durkin moved to recommend the $217,650. Second by Mr. Loving.
Carried unanimously 8-0.
e
Emergency Advertising Campaign - $300,000 · Want to be sure funds are available when an emergency strikes
· Would not have time to come to the TDC or County Commissioners
· Need to set aside dollars for emergency advertising.
· Would come out of separate fund - not operating funds. (Recovery after
crisis)
· Plan to have advertising in place and start soon after a happening.
· Did not have a plan in place after 9/11
· Being proactive
· New agency would be tweaking what is previously in place.
10
April 19, 2004
Cedar
Hames:
Best way to approach is to be there immediately within 24 hours or
sooner.
Blitz the market place over a 5-7 day period.
Give a strong message with Cable -
Would have a homepage and banner ad online
Mr. Wert is requesting the County Commission set aside the dollars to approve
the campaign and have the County Manager review the plan to decide on
appropriateness and the release of funds.
There are two aspects of the campaign. One is the area not being ready yet - and
two, something hitting another area and not ours. Depends on the type of disaster
and would be tailored appropriately.
Mr. Dictor wondered when red tide or another crisis would become an issue that
would implement the campaign.
It would go to the County Manager at that point.
Mr. Durkin moved to approve the $300,000 for Emergency Advertising
Program. Second by Mr. Dictor. Carried unanimously 8-0.
VIII.
ANNOUNCEMENTS
· Commissioner Fiala had a question concerning the membership list with
Mr. Bud Stanner's name. Mr. Wert explained he is a non-voting member,
by Ordinance, and does not attend meetings. He looks at special events
and gives recommendations.
· Ms. Ashton mentioned the Committee cannot speak with him according
to the Sunshine Law.
IX.
X.
AUDIENCE INPUT & DISCUSSION - none
COUNCIL DISCUSSION
Ms. Becker mentioned page 19 of the March 29th minutes under Item #4,
assumed the new full time position was carried unanimously on the vote.
Mr. Tucker moved to reopen and approve the minutes of March 29, 2004 as
amended. Second by Ms. Becker. Carried unanimously 8-0.
Mr. Hendel asked questions concerning conflicts of interest with coming in
contact particular persons.
11
Apfil19,2004
Heidi Ashton - Assistant County Attorney - responded if there are questions
concerning particular issues with certain people and/or issues to call her to discuss
the facts to see if there is a conflict requiring an abstention from voting. She can
not give general comments as she would need to know the situation.
Discussion followed on different scenarios.
Mr. Weft mentioned his office has a Video and Booklets on the Sunshine
Law. More booklets are being ordered and will be given to all the members.
There are Attorneys in the County office that will do a Workshop for any of the
Advisory Boards. If TDC is interested Ms. Ashton can request their attendance
to give a short workshop.
Friday, May 7th - Tourism Awards Luncheon at Olde Marco Island Inn.
2nd Annual Tourism Luncheon - everyone is invited.
Mr. Dictor asked if part of Mr. Wert's report could have an updated year
end projection of the TDC funds based on the previous month's receipts.
Ms. Becket gave her appreciation of the two members no longer on the board.
XI. NEXT MEETING DATE/LOCATION - May 24, 2004 BCC Chambers
There being no further business for the good of the County, the meeting was
adjourned by order of the Chair at 11:15 AM.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman Commissioner Donna Fiala
12
TOURIST DEVELOPMENT COUNCIL
EFFECTIVE 4/13/04
Susan Becker
371 1 lth Ave. S.
Naples, FL 34102
239-261-7708
239-261-3144 (F)
sssbecker~msn, com
4/06
Robert Dictor
141 Gulfport Ct.
Marco Island, FL 34145
239-389-2638 (H)
239-642-2600 (W)
239-642-2680 (F)
Robert.dictor@rnarriott. com
4/07
Kevin Durkin/mail to home
Quality Inn Golf Resort
4100 Golden Gate Pkwy
Naples, FL 34112
239-455-1010 (W)
239-455-4038 (F)
kmdn~
4/06
Commissioner Donna Fiala 1/05
Chairman
Collier County Board of Commissioners
3301 E. Tamiami Tr.
Naples, FL 34112
239-774-8097
donnafiala@colliergov, net
Murray H. Hendel
4301 Gulf Shore Blvd.
Naples, Florida 34103
262-0738 (H)
263-8478 (F)
4/08
Douglas House 4/08
Everglades Motel/Florida Boat Tour
200 SR 49
Everglades, Florida 34139
(239) 695-4400 (W)
(239) 695-4444 (F)
(239) 695-3762
David Loving
401 Allen Ave.
P.O. Box 619
Everglades City, FL 34139
239-695-0656 (H)
239-649.-7..455 (W)
dpl401 (~_,aol.com
4/07
John Sorey III
City of Naples
220 Gulfshore Blvd. N.
Naples, FL 34102
239-263-7588
239-263-2488 (F)
239-248-1550 (Cell)
council@naplesgov, corn
4/08
E. Glenn Tucker
Councilman- Marco Island
950 N. Collier Blvd.
Marco Island, FL 34146
239-389-5000 (W)
239-389-4359
friartuck.3725(-~,cs, corn
4/04
H. Kent "Bud" Stanner
515 Wildwood Lane
Naples, FL 34105
239-649-5098 (H)
239-649-6275 (F) (W)
bstanner~imgworld, corn
4/07