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TDC Minutes 06/28/2004 R June 28, 2004 TRANSCRIPT OF THE MEETING OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Naples, Florida, June 28, 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 (Excused) Vice Chairman Glenn Tucker David Loving Kevin Durkin Robert Dictor Susan Becker Murray Hendel Douglas House (Excused) John Sorey III (Excused) ALSO PRESENT: Jack Wert, Director of Tourism Maria Bernal, Executive Assistant/Tourism Heidi Ashton, Assistant County Attorney Ron Hovell, Public Utilities Engineering Gail Hambright, Administrative Assistant Murdo Smith, Parks & Recreation MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Monday, June 28, 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 APPROVAL OF AGENDA IV APPROVAL OF TDC MINUTES- Regular Meeting May 24, 2004 V STAFF REPORTS 1. Director's Report- Jack Wert a. Tribute to Annie Olesky b. Tourist Tax Collect'ion Report 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. Golf Pac Inquiries c. Search Engine Report 6. Paradise Advertising & Marketing- Cedar Hames VI OLD BUSINESS 1. Category "C-l" Grant Application- County Owned Museums- FY 05 Plan 2. County/City of Naples Beach Renourishment Update 3. Hideaway Beach Renourishment Update 4. Naples Botanical Garden - Interim Progress Report 5. Vanderbilt Beach Parking Garage- Additional Cost Approval VII NEW BUSINESS VIII ANNOUNCEMENTS IX AUDIENCE INPUT & DISCUSSION X COUNCIL DISCUSSION XI NEXT MEETING DATEILOCATION- Special Joint TDC/CAC Meeting September 9, 2004, BCC Board Room; Regular Meeting September 27,2004, BCC Board Room XII ADJOURNMENT ** All interested parties are invited to attend, and to register to speak and to subnút 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 Tamianú Trail, Naples, FL 34112, (239) 774-8380. ** Public comments will be limited to 5 minutes unless the Chairman grants pernússion for additional time.· ** Collier County Ordinance No. 99-22 requires that all lobbyists shall, before engaging in any lobbying activities (including, but not linúted 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. June 28, 2004 I. Meeting was called to order by Vice Chairman Glenn Tucker at 9:00 AM. Pledge of Allegiance was recited. II. Roll Call: Roll call was taken with Mr. House, Commissioner Fiala and Mr. Sorey being excused. A quorum was established. III. Changes and Approval of Agenda: Mr. Durkin moved to approve the Agenda as presented. Second by Ms. Becker. Carried unanimously 6-0. IV. Approval of TDC Minutes - Regular Meeting May 24, 2004 Ms. Becker moved to approve the minutes to reflect changing the word on page 9 to "indicated". Second by Mr. Tucker. Page 8 - Mr. Likens is spelled "Lykins". Page 9 - Correction of amount being $1,275,900 (Note: Amount cannot be changed as that was amount stated) and change 12.1 % to 12%. Ms. Becker moved to approve as amended. Second by Mr. Tucker. Carried unanimously 6-0. V. Staff Reports: 1. Director's Report - Jack Wert (Attached) · Sponsor for Florida Society of Assoc. Executives annual meeting. · Tourist Tax collections continue to increase. Summer business looking good. · Added projected am~unt of Tax on page 15 with comparisons. a. Tribute to Annie Olesky Mr. Wert stated Annie Olesky passed away, who was a pioneer and driving force behind the Restoration of Lake Trafford. The BCC named the Lake Trafford Park after Annie Olesky. He also attended a memorial service for Terry Miller, husband of past TDC Board member Rhona Saunders. Any donations are welcomed for the Terry Miller Scholarship & Education Fund through the Naples Press Club. b. Tourist Tax Collection Report Given above. Mr. Wert informed the members they are approaching the time when all the Agendas can be put on the Web site electronically. By September they hope to have the entire agenda on the screens in front of them at the meeting. Those that wish to receive a hard copy can do so and let Gail Hambright know. Some of the members favored the hard copy 2 June 28, 2004 at the meeting with receiving it electronically in advance of the meeting for review. The time of the joint meeting on September 9th with the Coastal Advisory Committee will be 1 :30 PM. Regular TDC meeting will be September 27th at 9:00 AM. Mr. Wert mentioned they will present excerpts from "Roberts Rules of Order" at the September meeting. Information will be on how to conduct a meeting, keeping motions in order and staying on track. 2. Sales Manager Report - Debi DeBenedetto (Attached) · Group rooms booked from RFP's sent total to date over 6,000 room nights booked. (Some pending) · Attended educational conference · Florida Awards Program · CVB support Hotels with Florida Rewards Program - rewards travel agents for booking destinations. · Working on "Stay 3 nights get the 4th night Free" Program · Planning Seminars · Leads for Group Tour Operators · Negotiated $4,200 worth of Florida Rack Brochure Distribution - paid $1,500. (30,000 distributed) · Busy with phones and e-mails 3. P.R. Manager Report - JoNell Modys (Mr. Wert gave report) (Attached) · JoNell has been working on Website - it is live and up and running. Has new look. www.paradisecoast.com More information will be added. · Will be able to make own changes to the site - not through Web Master. · Hosted travel writers. AT A & Spirit Airlines & more. · Escorted tour of regional press contacts to Key Island · JoNell was appointed to 2 year term as Board member on Public Relations Assoc. of Collier County. 4. Film Coordinator Report - Maggie McCarty (Attached) · Reality Television Show "I Want That House" · Added press - shadowed film crew and did story. · Had still shoot · Commercial out of Los Angeles · Have tentative independent film · Office in Florida - developing web site. 3 --.-.--- June 28, 2004 · Annual meeting "Film Florida" - states largest entertainment organization - working on Agenda & nominating committee. · Is Chairman of the Film Commissioners Council 5. Inquiry Report - Jack Wert (Attached) a. Phase V - Fulfillment & Call Summary · Inquiries up · Florida Leads inquiries on a monthly basis with Texas #2. · Web site inquiries up - with new look - Search Engine will get address higher in the standings in looking for information. b. Golf Pac Inquiries · Golf information and holidays continues to be a good spot on the website. · Not a lot of activity for summer golf c. Search Engine · Discussed the clicks on Google, Overture and Looksmart. · Overture more costly - not negotiable - buy key words which are more popular thus more costly. Supply and demand. Have over 400 clicks each month. · Will look at it cautiously and not be hasty in dropping them. 5. Paradise Advertising & Marketing - Cedar Hames Carrie Durand - Account Executive with Paradise Advertising and Marketing - gave report: · Explained - "Stay 3 get 4th night free" program (Showed the Ad on VCR) Start to run on June 28th. · Discussed newspaper advertising, banner on FLA USA web site, e-mail blast entire data base (Shown) · Landing page - will reach on the home page. · Will send oversized post card to American Express members. 26 Hotels participating in the "Stay 3 nights etc." program- being approx. 25%. Promotion had run last summer and was very successful and will continue through September. Emergency Campaign · Developed television and web site information for different scenarios. One version shown was if a hurricane strikes and affects this area, the other, if it strikes somewhere in Florida but not this area, but the perception is it striking all of Florida. · 2 Commercials were shown. · Showed the website and a pop-up 4 June 28, 2004 · Will be seen in major feeder markets outside Florida _ major networks such as CNN. VI. Old Business: 1. Category "C-l" Grant Application-County Owned Museums-FY 05 Plan - Jack Wert · Museum in Immokalee area still has work to be done. · Museums had over 55,000 visitors last year. · Staff - 8 full time and one part-time employees · Volunteers - 8,000 hours last year. · Budget projected is $1,276,900 - 12% of the first 2 pennies is allocated. · Will do more exhibits this year. · There is line item for advertising and media promotion · Will convert part-time assistant at Everglades to a full-time position. Ron Jamro - Director of Museum Presented the request as follows: · Past year successful and productive · 56,000 visitors - 50 states and 27 foreign countries · Old Florida Festival and special exhibits and family activities draw audiences. · Roberts Ranch is on National Register of Historical Places · Phase I - underway · Handed out pictures of new exhibits to Committee members · Exhibits at Everglade City this summer · Continued improvements is key element · $420,000 request will help complete exhibits at main museum next year. · Convert Part-time employee to full time status · Featured nationally on History Channel · September they will host Florida Assoc. for Museums for first conference in Naples. (over 300 delegates-several room nights at Ritz Carlton) · Museums featured in hotel in-room guest publications. Mr. Hendel asked about the background and possible problems concerning their budget. Mr. Jamro responded in years past the TDC was a difficult meeting to attend and explain the way the allocation is set-aside for the museums and the way they spend it. The Budget is of public record and available to members as well as anyone else. Mr. Hendel asked about the new person with the Insurance being $10,000 and the salary $13,000. 5 June 28, 2004 Mr. Jamro responded the $13,000 is the half share to make up for the new full time position. (Expanded service) Health Insurance is based on full-time salary. Health benefits were discussed. Mr. Hendel also asked about the $60,200 carry forward. Mr. Jamro had hoped Gary Vincent, rrom the Budget Office, would have been in attendance to explain parts of the Budget to the Committee. Mr. Jamro could not explain it. Mr. Wert explained carry forwards are usually projects that are not fully completed by the end of the fiscal year. It would be rolled over and carried into the next budget year in which they would be able to pay the balance of the expenses on those projects. The budget Actuals, operating expenses of exhibits and variances were discussed. Mr. J amro stated they don't go over budget. Mr. Dictor asked about the $593,000 for the completion of the exhibits. The different operating expenses were discussed. The Committee was concerned that the Budget Analyst was not in attendance to answer pertinent questions and should have been there. Mr. Wert will try to get someone from the Budget Office but stated the $593,000 is included in the total operating expenses for the Museum and for the completion of the construction of the museum. Footnote means it is a sizable expense within the total operating expenses. It is for '05 expenditure. Other figures were discussed and explained by Mr. Wert. Mr. Jamro covered several line items in the Budget. (Budget was not presented for the Record) He mentioned they are asking the Board of County Commissioners to also meet their needs with General Fund monies. SPEAKERS Peter Thomas - speaking on behalf of Collier County Museum. Stated the Museum gives the culture and history of Florida. Attracts tourists, veterans and residents. He was involved in "D" Day invasion and stated the exhibit concerning "D" Day was one ofthe best he has seen and was very well done. Need to get priorities right and must fund to continue to tell the history of Southwest Florida. Don Craig - President "Friends of the Museum" - Excellent people on the Board. Support and help where needed. The "D" Day Exhibit was fantastic. Crowds coming from all over. Support the museum wholeheartedly. Elbert Stickles III - Volunteer for 20 years - has watched it grow and deserve recognition. Work with school system and children are excited about museum and have learned much. Having facility available is important. Have 415,000 virtual visitors. Need to have exhibits to keep them interested. Constance Carter - voter in CoUier County and retired teacher _ agreed with previous speakers. She is not only pointing out the many visitors from other countries, but that the facility serves not only tourists, but is used by the citizens of Collier County. 6 June 28, 2004 School children, many proud veterans and others share experiences and get an education from the exhibits. All activities cost money much as the beaches, past and future of Collier County is important - museum is not self-supporting. Need support of everyone. Arthur Lee - retired from US Foreign Service - studied archeology _ directs laboratory on museum grounds. Those passing by can actually watch them at work. Discussed the volunteers and the archeology work done on site. Information important to visitors. Claudia Davenport - Everglades Charter Member - was on Committee that offered property to Collier County for the (Everglades City) Museum. Education, materials for children and restoration important. Small community, but everyone benefits immensely. Patty Huff - resident of Everglade City - President of "Friends of the Museum" _ over 130 supporting members including Canada and England plus many local businesses. Many winter residents are also members. No better way to communicate the local history than through the County Museums. Is a legacy and educates the children and public. Talked about the past and restoration of the building. Has been listed in the National Register for Architectural significance. Have received plaques rrom State. Friends of Museum donated the building to Collier County with the agreement that the County would continue with renovation through grant funding and provide financial and personnel support for the Museum ofthe Everglades. Not a one year agreement but an ongoing commitment by the County. She gave statistics of visitors to date. Tourists praise exhibits and state how much they have learned from the museums. Is an asset. Will host tours and expand exhibits but need the funds for a reality. F. A. Johnson - Agreed with other speakers and mentioned what a marvelous exhibit on June 6th for the "D" Day Exhibit. So much work done by volunteers and he supports the budget that is now under consideration. Keith Flenner - local resident - family trips have been visiting museums and as a scout leader as well. Visiting re-enactments have led 3 Eagle Scouts to being Cadets at West Point. Talked about the Roberts Ranch and others and stated it would be a great loss to Collier County if not shown to visitors, family and friends. BREAK-IO:25 AM RECONVENED - 10:34 AM Ms. Susan Usher from the Budget Office was in attendance to address any questions the Committee might have concerning the Museum Budget. Mr. Dictor asked if the $593,000, indicating the completion ofthe museum exhibits, is included in the $857,000 line item for operating expenses for Budget year '04/05. Ms. Usher indicated she does not work with the Budgets for the Museum but answered Mr. Dictor's question stating it appears to be, but would have to confirm upon Gary's return. Because the note says the $593,000 is included in 7 June 28, 2004 the Budget for current year the $593,000 is in the '05 column and not necessarily part of it totally, but the operating part could be in Capital. He asked if it is a one time expense, would it be in next year's budget. Mr. Jamro answered "yes" - they will not see it again. Then he discussed the list of other items on their plan they are working on. The exhibits are their number one priority. Mr. Loving mentioned they will see requests for improving and expanding the museums. Mr. Hendel moved to approve the request for $1,276,900 for the current year. He thanked all the guests in whom he learned from and stated the Council needs to do what they have to do. Second by Mr. Loving. Mr. Loving didn't feel comfortable they have to justify their history every year. Mr. Tucker stated it puts the Tourism Council in an awkward position as they constantly have a sense of balancing which pocket it comes from. Sometimes it is construed and is not the sentiment. Carried unanimously 6-0. 2. County/City of Naples Beach Renourishment Update _ Ron Hove)) - Public Utilities Engineering Dept. (Attached) · Submitted permit application in October '03. · Some outstanding items - Hardbottom data/Mitigation - Near shore/Borrow areas · Trying to avoid Hardbottom impacts - coarser sand - but State wants mitigation. · Noise/Work hours - County and Naples · Still dealing with Easements - County and Naples (Where to place sand) · Erosion Control Line - County and Naples · Storm-water Outfalls - City of Naples · Federal Sand Lease - need lease from US Management Service State has 30 days to accept or issue another set of questions. Sounds like they will ask more questions. If they would issue the application complete, they would then have 90 days to issue a permit which takes it to October 5th. On the Contractual issue, they will need 30 days notice. State normally takes 110 days which would put them on a very tight schedule. If another set of questions, they would have to plan another year from this winter. They are aggressively pursuing the permitting so they have it in hand. Addressed Erosion Control Line - showed on visualizer. Showed where the beach starts and the erosion control line is the permitted property line established through public hearing process years ago. Easements will allow them to put sand in the area of private property but if they don't do it, they would have to put a higher level of sand in front of a lower area 8 June 28, 2004 which could cause ponding. Another issue is moving equipment up and down the beach - if someone doesn't give an easement they will have to mark the area/so They are not seeking out any easements rrom private property owners that allow access rrom the street out onto the beach on developed property. They are only looking for easement on the sandy part of the beach. Mr. Hendel asked if the agreements can be carried over without doing them again next year if it is delayed. He also asked about the noise/work hours. Will state on the agreement that it could be carried over to next winter. Unless a waiver is gotten from the City/County on the noise/work hours, they would have to restrict the Contractor to comply with the hours which could drive up the cost of the project. Mr. Hovell felt strongly they will get the waivers. 3. Hideaway Beach Renourishment Update - Ron Hovell (Attached) · Similar to the above - applied for permitting in October. · Issues different - Mangroves along beach area · Outstanding Florida Waters/Rookery Bay · Sand Source · Mixing Zone Variance- distance away · Another issue is Easements _ · Public Hearing was held - will file final paperwork in Tallahassee · Timing - will respond to additional information request end of week - 30 days to review - could issue around November 1 st. · Equipment not as big as other project · May start December · Board approved cost sharing agreement - special taxing district formed will pay for the sand, and tourist taxes for the permanent structures (T-groins and Jetty). · Asking to bring bids for Joint meeting with CAC & TDC on September 9th for a recommendation from both groups. All assuming it is on track for permitting. · Need to remove temporary sand bags with cost coming out of Tourist Taxes. · Funding is $4.5M total - $2M from city and $2.5 tourist taxes. 4. Naples Botanical Garden - Interim Progress Report _ Jack Wert · Quarterly reports · Self-guided activities - hand held computers · Exhibition breakdown · Public interest as they grow · Matching contributions coming in - $158,700 rrom TDC Funds · Looking for other sources of funding is successful · More promos and exhibits 9 June 28, 2004 5. Vanderbilt Beach Parking Garage - Additional Cost Approval · Garage was delayed because of law suit - 4 years since Board looked at project and costs have gone up. · Projected cost went from $3.8M to $4.6M. (Additional $800,000) Murdo Smith - Parks and Recreation The 20% increase is due to delay in construction costs and have had some modifications in being asked to add a top trellis in agreement with WCI. It will be same three levels as original. Same footprint. Mr. Loving moved to approve the additional $800,000 for the Vanderbilt parking garage for a total of $4.6M. Second by Mr. Tucker. Carried unanimously 6-0. VII. New Business: None VIII. Announcements: -Ms. Becker mentioned she attended the Tourism Roundtable. She encourages other TDC members to attend. She would like the members' names on the list of announcements. -Heidi Ashton - Assistant County Attorney cautioned the members, if there is more than one TDC member, to be aware. They are not advertised public meetings and the members cannot discuss any matters to come before the TDC with another member. Would not want it to be perceived it is an attempt to hold a meeting or communicate among them - did not want the committee members to be in a position to defend themselves. -Mr. Hendel asked about the zoo. Mr. Wert stated they have been asked for their interest in the zoo as being part of the tourism industry and interest to the visitors. There may be added discussion if it goes to a referendum. TDC has no additional funds to contribute. They are promoting and supporting it as a visitor experience and support the eco-tourism efforts. -Reminder - Joint meeting on September 9th with CAC at 1 :30 PM. -Regular Meeting - September 27th - 9:00 AM IX. Audience Input and Discussion: None X. Council Discussion: 10 -- ---.. u""._,_.~,,_ "'-^"''''+.'''''''_A__'m~,,__.,...m, -.--.'"-.. June 28, 2004 Mr. Hendel asked about the subject of dual membership being brought up by Commissioner Fiala at the BCC meeting. He asked what the decision was. Mr. Wert answered it was discussed with basically no concern as the end result. There are the same two members on the TDC and CAC. It was noted Mr. Tucker wouldn't be on CAC unless Mr. Arceri resigned. XI. Next Meeting Date/Location - discussed earlier under VIII. Announcements. 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 Vice Chairman Glenn Tucker 11 --..-.