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TDC Minutes 05/24/2004 R May 24, 2004 TRANSCRIPT OF THE MEETING OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Naples, Florida, May 24, 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 Susan Becker Douglas House (Absent) Murray Hendel ALSO PRESENT: Jack Wert, Director of Tourism Maria Bernal, Executive Assistant/Tourism Heidi Ashton, Assistant County Attorney Ron Hovell, Public Utilities Engineering Joe Delate, Parks & Recreation 1 MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Monday, May 24, 2004, 9:00 A.M. - Noon Collier County Government Center, Administration Bldg. F, 3rd Floor 3301 East Tamiami Trail, Naples, FL 34112 I CALL TO ORDER II ROLL CALL II CHANGES AND APPRO V AL OF AGENDA IV APPROVAL OF TDC MINUTES- Regular Meeting April 19, 2004 V STAFF REPORTS 1. Director's Report- Jack Wert 2. Sales Manager Report- Debi DeBenedetto 3. P.R. Manager Report- JoNell Modys 4. Film Coordinator Report- Maggie McCarty 5. Inquiry Reports - Jack Wert a. Phase V - Fulfillment & Call Summary b. North American Journey's Web Page c. Golf Pac Inquiries d. Search Engine Report 6. Paradise Advertising & Marketing- Cedar Hames VI OLD BUSINESS 1. Category "A"- County/City of Naples Beach Renourishment Update a. Easements b. Schedule: discussion of progress and potential barriers to meeting a November 2004 construction start date 2. Category "A" - Hideaway Beach Renourishment Update a. Request for Additional Information #2 b. Plans and Specifications Work Order Proposal c. Schedule: discussion of progress and potential barriers to meeting a November 2004 construction start date 3. Category "C-2" Grant Application-City of Naples for Naples Preserve Eco- Educational Center VII NEW BUSINESS 1. Category "C-l " Grant Application- County Owned Museums- FY 05 Plan 2. FY 05 Tourism Department Budget 3. Summer Meeting Schedule a. Joint Meeting with CAC on August 23,2004 VIII ANNOUNCEMENTS IX AUDIENCE INPUT & DISCUSSION X COUNCIL DISCUSSION XI NEXT MEETING DATE/LOCATION- June 28, 2004 XII ADJOURNMENT ** AJJ 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, p]ease 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 CoJlier County Facilities Management Department located at 3301 East Tamiami Trail, Naples, FL 34112, (239) 774-8380. ** Public comments wiJl be Jimited to 5 minutes unless the Chairman grants permission for additional time. ** CoJlier County Ordinance No. 99-22 requires that aJl lobbyists shaJJ, 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. .--- May 24, 2004 I. The meeting was called to order by Chairman Commissioner Donna Fiala at 9:00 AM. Pledge of Allegiance was recited. II. Roll Call: Roll call was taken with Mr. Douglas House being absent. A quorum was established. III. Changes & Approval of Agenda: Add- Parks & Rec Dept. Beach Access Walkway - page 68A /Category "A" request. _ County owned Museum - verbal. _ Under New Business: Advertising Opportunity "Pulse on America"- page 84 _ Tourist Tax History - error in formula - page replacement - Page l4A Commissioner Fiala mentioned if it is an item for voting, she would like to have any changes to the Agenda faxed to them in advance of the meeting for better preparation. IV. Approval of Minutes - Regular meeting April 19, 2004 _ Page 9 - Name misspelled - should be Terry Fedelam _ Page 4 - Under Mr. Hames report - did not understand his sentence concerning the Eco- Tourism. _ Page 7 - should read "accessible" rather than assessable. Ms. Becker moved to approve the minutes of April 19, 2004 as amended. Second by Mr. Tucker. Carried unanimously 8-0. V. Staff Reports: 1. Director's Report - Jack Wert · Tourist Tax collections set a record in March - highest they have had since 1992. · Up 14% for the fiscal year through March. · Hoteliers stated April was a good month. Hotels are still full and traffic patterns are down. · Category "A" update - Hideaway Beach - County Commission reviewed and decided to fund, on a one time basis, replacement of the temporary T -Groins with permanent ones. The sand part will be paid for by the Hideaway Beach residents or the City through a Special Taxing District. Turtle monitoring cost will be split 50/50 between the residents and County. . Budget for Tourism Dept. is being reviewed and will have final public hearing in September before approval for October 1 st. . Page l4A - Tax collection figures month by month - collected in March but not recorded until April. 2 May 24, 2004 Mr. Dictor asked if he has a revised total Revenue for the year in comparison to what was budgeted. Mr. Wert stated they have what was collected to date - $5,256,000 - 12% over projections. He is projecting they will be approx. 5% over for the year. 2. Sales Manager Report - Debi DeBenedetto (Attached) · Sent over 6,534 direct leads to Hotels for meeting groups · Booked 45 room nights so far. · Trade Shows · Summer Promo's - 13 Hotels participating · Golf Shows · Followed leads on Web Site · Spa Retreat · Convention Industry Council- hosting in 2005 · Tourist Awards Luncheon · Meeting Planners · Secured $66,000 of complimentary advertising with WBPX- Miami Dolphins station - will do free promotions · Did Mother's Day Promo with TV station on other coast - $15,000 worth of free promotions · Hosting German Travel Agents for a F AM 3. P.R. Manager Report - JoN ell Modys (Attached) · Working on Web Site · Provided Itinerary and Escorts for 9 Journalists · Press releases focused on regional importance · Nomination forms submitted for Birding Trail · POW WOW Trade Show in LA · Working on new web site continued · Everglades Outdoor Adventure Story · F AM trip - resulted article on bird watching in Ladies Home Journal · Tourism Awards - good coverage · Kayak - good summer activity continually promoting 4. Film Coordinator Report - Maggie McCarty (Attached) · Attended Largest Trade Show - focusing on "location filming" · Participated in Films US in LA · 60 leads from producers and production coordinators interested in this location · Several productions wrapped · Working with several leads · New 2004 Production Guide included in their packets · Worked with Legislators and attended meetings in Tallahassee · Webpage - text and content 3 May 24, 2004 Mr. Dictor asked about the Guide Book - seemed all the services and accommodations are in the Tampa Bay Area. Maggie said it is a regional book - she shares resources from Tampa and all the way down the coast. It is a free listing unless they choose to advertise. The publisher sends out an inquiry and will use the yellow pages for listings. She will coordinate this for the businesses for targeting markets. Anyone that wishes to be in the book can be listed. It goes out in hopes of a response back for a listing to be part of it. Commissioner Fiala asked about sending all the members a list of publications. Maggie mentioned she keeps a data base with all the Hotels listed and explained briefly about the inquiries coming in and her follow through. 5. Inquiry Report - Jack Wert a. Phase V - Fulfillment & Call Summary- Carrie Durand/Account Executive · Promoting summer visitation - ads on Television, papers and up-scale magazmes. · Increases in call volume ad web site visitation is seen · Showed video "The Power of Branding" - shows quality of life and property tax saving for residents · Completed emergency campaign · Brochure and Guide finished · Producing TV spots announcing promotions b. North American Journey's Web Page - Mr. Wert explained the RDR _ being normal calls coming in. The RR calls are those that need immediate attention. Inquiries are tracked from their web site. Referred to page 50 with primary source of leads being magazines and mentioned the capturing of 432 persons from web sites wanting information about the area. Page 53 is the TV responses. c. Golf Pac Inquires - Jack Wert - showed inquiries relating to Golf and Golf Packages. d. Search Engine Report - Jack Wert - Page 65 is report from Marketing Company that markets the web site to the search engines. They pay for click charges - they are qualified leads. They have actually gone to the search engine and then to their website. 6. Paradise Advertising & Marketing - Cedar Hames Report given earlier and in packet. VI. Old Business: 1. Category "A" - County/City of Naples Beach Renourishment Update- Ron Hovell- Public Engineering Dept. - Important issues covered are as follows: 4 May 24, 2004 . Has telephone conference Wed., with FL DEP and consultant for additional information relating to the permit application. If they can't get application completed by the end of June, may not be able to start pumping sand the first of November. a. Easements · Have been calling residents and hope to get most of the easements. · Getting Resolution for Board to accept the easements. · If there is no easement received, will not enter their property. Some may not sign for various reasons, and could have an odd looking beach in some areas. · Many of the Requests for Additional Information (RFAI) had to do with the sand source. The consensus from the City Council is to use only one sand source and will then get rid of some of the questions and speed up the process. Mr. Sorey stated the City Council did decide to use one sand source. He asked Mr. Hovell what would be the plan and impact if they do not make the timing for the project. b. Schedule - discussion of progress and potential barriers to meeting a November 2004 construction start date. Mr. Hovell stated they are in better shape now than a few years ago and depends upon the summer weather and storms with erosion. If all goes well with weather, they should be on schedule. The permit from the State and Federal Government is one issue and the other is the contractor. They have already started to select a dredging company. Mr. Hovell wants to get everything in order by their next meeting in June. Need to get the permits in hand, bids, award the contracts, provide a Notice to Proceed and then do the work. They need to look at other factors such as turtle season etc. and may not be able to do in a sequential process. State is allowed 30 days to accept the application as complete or ask more questions. Ifthey go through another round, he didn't feel they would make the November deadline. All the dates are important and need to get contracts signed etc. with the Board. It is not uncommon to see 45 to 60 days to proceed for a contractor which would not put them in the timeframe of November 1 st. Mr. Hendel asked what happens ifthey don't make the November 1st date. Mr. Hoven responded it depends on how much of a delay it may be and how fast the contractor can do the work. They are recommending 3 5 May 24, 2004 dredging firms that have plenty of equipment and have all taken a guess on how many working days it may take to do the work. They predict 100- 120 days. Could potentially be done before April 15th, but could run a risk. The mobilization charges will exceed $lM. Ifit can't be finished, they would have to come back after turtle season and there would be additional costs. Mr. Sorey wants the public to be aware of the situation and ifthey take a risk, there are financial implications. Mr. Wert stated they will be holding public meetings. Mr. Hendel asked about the easements - if it was possible condominiums wouldn't sign. Most condos have had a renourishment program and would only be the privately owned land in question. Mr. Hovell gave some examples of what has happened in the past and some ofthe ramifications. 2. Category "A" Hideaway Beach Renourishment Update a. Request for Additional Information #2 - same information as above. This is the second request for additional information but has a partner with this one as the property owners are setting up a special taxing district. Many local things within their control- but the larger issues are related to the permit. They only have one sand source there. The questions from the State relate more to the environment issues with Rookery Bay and Keewaydin Island etc. Mangroves are also an issue and concern - again less likely to start in November the more round of questions they ask. b. Plans and Specifications Work Order Proposal Turning to page 67 - he needs a recommendation from the TDC for issuing a work order for $45,000 for Humiston & Moore. CAC has recommended it. It includes approving the $35,000 Budget Amendment and issuing the $45,000 work order. Mr. Tucker moved to recommend to the County Commissioners approval of the requested Budget Amendment and Work Order. Second by Mr. Sorey. Carried unanimously 8-0. c. Schedule: discussion of progress and potential barriers to meeting a November 2004 construction start date. Covered above d. Request from Parks and Recreation - Beach Access Walkway- Joe Delate Grant application had been passed out for the members. 6 ~-_.-~~^...,.. May 24, 2004 Mr. Wert explained this is part of Parks & Rec's $2M allocation in the budget. Does not have the same requirements as the Y2 mile limit - this is beach access or beach facility projects anywhere in the County. Mr. Delate apologized for the late hour of the request but just came to their department recently and was brought about during a Coastal Construction Line Variance for a condominium. At that time Commissioner Fiala requested the donation of an access easement from the property owner. We were then aware the access easement was available and asked to develop it eventually. Met with the Contractor last week in which time there was only a short period of time to actually construct the access easement before the condominium is completed. Once it is completed it would be difficult to build as it is a small area - 5 foot width access easement. · Showed visuals of the area - ~ mile north of Vanderbilt Beach Road on Gulf Shore Drive. · Site of former Hotel- Vanderbilt Hotel · Will be building a 10 story condo with a 1 story parking garage. When the Commission approved Construction Line Variance for the project - they received a 5 foot access easement for pedestrian access to the beach. · Parks & Rec is asking approval for a grant to provide funding to design, permit and construct a beach access boardwalk from Gulf Shore Drive to the public beach. · Proposing an elevated boardwalk and showed picture of the area with trees etc. · Will barely accommodate handicap clearance - but will. · Site work for the condo will be started in October and complete it in March '05. · Showed several pictures on the visualizer. · They are asking for $148,500 - break down is in their packets- $110,000 proposed for the boardwalk construction including fencing etc. · Would come out of the allocation of Parks & Rec. · There is no parking involved. Mr. Hendel mentioned this is a big plus to have access to the Beach. Mr. Loving asked how long it is - approx. 220 feet from the street - some is from the right-of-way according to Mr. Delate. Mr. Loving asked about a previous proposal from Parks & Rec - Mr. Delate responded that was for another boardwalk to remove and replace it. He is very comfortable with the price they have today. Mr. Sorey commended Commissioner Fiala for her endeavors and encouraged the Planning staff and County Commission to take advantage of any opportunities such as this one for the future. 7 -,-~^~., ....~--"_." May 24, 2004 Mr. Sorey moved to approve the Vanderbilt Beach Walkway access for a total of $148,500. Second by Ms. Becker. Carried unanimously 8-0. 3. Category "C-2" Grant Application-City of Naples for Naples Preserve Eco-Educational Center - David Likens · Was asked to revisit and bring additional information back to the Committee. They have firm pledges of $50,000 as a match from private donors of who are affiliated with the Friends of the Preserve. · Web site information has been added to the links and can click on any partners of the Preserve that will link to that individual facility and will be then be their own web sites. · V olunteers promote, educate and provide walking tours and educational opportunities. · Have brochures as well as a City brochure - distribute 10,000 in the community. · High priority to manage it and is a citizen driven initiative. Commissioner Fiala had visited the Preserve and was also impressed that anyone can access it along with their brochure. Suggested to link into the TDC web site for promotions. Mr. Hendel too visited the Preserve and was very impressed and would favor a motion. Mr. Sorey thanked Bill Meek in raising the $50,000 and also supports the grant. Ms. Becker moved to accept the "C-2" Grant Application for the City of Naples Preserve Eco-Educational Center for the $50,000. Second by Mr. Hendel. Mr. Wert mentioned they will need to have an Amendment for the Tourist Tax as the wording isn't clear that it is for a municipal owned Museum. Ms. Becker amended her motion and Mr. Hendel his second to include an Amendment for the Tourist Tax. Carried unanimously 8-0. VII. New Business: 1. Category "C-1" Grant Application - County Owned Museums-FY '05 Plan - Jack Wert · County owned Museums get 12% of the "C-2" Funds. · Projected revenue for FY '05 is $1,276,900 · Located on campus of County Government, Everglade City and the Roberts Ranch in Immokalee · Discussed the publicity and marketing 8 May 24, 2004 · Is part of the Ordinance and goes through same budget process as TDC · Recommended to move forward with the funding · This is all for the operation of the museums for salaries, upkeep and expenses to run the three facilities. Mr. Sorey asked if the revenues go over or are under the 12% how they should word the motion with the 12% or the $1,275,900. Mr. Wert indicted they should recommend supporting the current allocation of 12.1 % rather than specify a specific amount. They received the information that day and wondered if they should review and study the budget before making a recommendation. Mr. Sorey is supportive of the Museums, but not the process they are looking at right now. Mr. Durkin mentioned he has asked several times for the Budget numbers for several years and has never received them and not comfortable voting on it until he receives it. Mr. Dictor also agreed and felt they should begin to move towards a flat amount of money for the allocation. He didn't agree with the percentage. Commissioner Fiala mentioned the possibility of building a Regional Library on Lely Cultural Blvd. The County owns 20 acres and is considering all the museums and facilities off the government complex over to that property. With a Cultural Center all on one property. Also considering partnering with the City of Naples or Heritage Group running the Naples Depot. Possibly moving the museum under theirs. May not want to limit to a flat amount if it grows and is a better asset to the Tourism industry. Mr. Sorey mentioned the City Council was supportive of the County moving forward with 501C-3 - in support ofthe Depot suggestion. Mr. Durkin moved to defer any judgment on the grant application until they have reviewed the Budget, even though they may need to call a Special Meeting. Second by Mr. Dictor. Carried unanimously 8-0. BREAK -10:43 AM RECONVENED - 10:53 AM Mr. Wert had just spoken with Ron Jamro, Museum Director, and had explained he had no figures yet because of discussions with the County Manager and the items discussed earlier concerning the possibility of a Regional Library. Did not have a chance to put figures together. 2. FY '05 Tourism Department Budget - Jack Wert . Page 71 - 82 - outline of current Budget 9 May 24, 2004 . Addressed different line items of contracts, marketing, promotions, dues & memberships for trade shows, advertising and Fund 196 for Emergencies. . They are maximizing the dollars and keeping expenses as low as possible for operational and putting all the money they can find for advertising and promotions for trade shows and various activities. Mr. Hendel asked what their original budget was for '03 and '04, and why was it amended? They had asked to move $400,000 from the Reserve Fund in Fund 194 for additional advertising and promotion for the Trade Show Booth and un-anticipated items. They have approx. $500,000 in their Reserve Account this year and will drop to $129,300 next year. Still have a cushion in case they need additional funds and still have $900,000 for the emergency advertising. . Fund 195 _ Beach Projects - in agreement with the 10-year plan. Includes the major Renourishment project. . Salaries _ Fund 194 - are down because they did not hire people through- out the year as anticipated. Mr. Durkin moved to approve the TDC Budget as presented. Second by Mr. Tucker. Ms. Becker asked about page 76 and the $4M for Hideaway Beach. Mr. Wert explained it is the full amount of the project and will be a 50/50 partnership. They budget the full amount and will be reimbursed from the Special Taxing District. Shows the reimbursed amount on the Revenue side. Carried unanimously 8-0. **Pulse on America Television Opportunity - Jack Wert . CNN local programming segments are sold to local areas for programming for many markets. . Corporate Retreats - important part of the market they are trying to attract. . Cost of segment is $28,700 . Is a good investment opportunity Mr. Tucker moved to use $28,700 from the Opportunity Marketing Funds for the advertising opportunity on CNN. Second by Ms. Becker. Mr. Wert explained when an item has not been specifically covered in the Budget; they go to the TDC for a recommendation so when the bills go through, the Clerk of Courts has a justification for payment. Carried unanimously 8-0. 10 May 24, 2004 3. Summer Meeting Schedule - Jack Wert · Normally do not meet in July & August. · August 23rd - normal meeting date, possibility of joint meeting with CAC for looking at proposals from Contractors for major beach renourishment. · If not a quorum, will poll both groups and have an alternate date. VIII. Announcements - None IX. Audience Input & Discussion - None X. Council Discussion - Commissioner Fiala mentioned some members serve on both Committees (Coastal Advisory Committee & Tourist Development Council) - she felt there was a conflict of interest if she, perhaps, sat on both Committees and mentioned if there are more that serve on both committees, it could be a combined as one Committee. Mr. Sorey would not recommend combining them as there are several things in both committees that are not discussed in the other. Discussion followed - Commissioner Fiala mentioned she discussed this with the County Attorney and found there was no conflict of interest, just perhaps an appearance. None of the other Committee members had a problem with it. She will bring it up at the BCC meeting. XI. Next Meeting Date/Location - June 28th, 2004 There being no further business for the good of the County, the meeting was adjourned by order of the Chair at 11 :20 AM. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Chairman Commissioner Donna Fiala 11