Agenda 02/22/2011 Item #10C
2/22/2011 Item 10.C.
EXECUTIVE SUMMARY
Recommendation to declare an economic emergency and approve the use
of Tourist Tax Emergency Advertising Funds up to $500,000 for promotion
of the group market in FY 11 and authorize all necessary budget
amendments.
OBJECTIVE: Request that the Board of County Commissioners declare an
economic emergency and recommend the use of funds in the tourist tax
Emergency/Disaster Recovery Advertising Fund to promote the group meetings
market during FY 11,
CONSIDERATIONS: The Tourist Development Council (TDC) reviewed a
recommendation by the lodging industry in Collier County to assist in increasing
the number of group meetings held in our community, Group meetings are
recovering slowly in our destination due to the economic recession. The group
meetings market is extremely important in attracting new and repeat visitors to
our destination.
The tourist tax revenue generated by group meetings is significantly higher than
by leisure travelers and a major driver of overall visitation to our area. Group
meeting attendees also tend to spend more during their visit for dining and
shopping and in other businesses in our community, Overflow from these
meetings also drives occupancy for the smaller hotels in our area. A significant
number of group meeting attendees will later return with their families or as part
of another group function to further impact tax revenue and visitor expenditures
in the community.
The CVB plans to utilize additional funds from the Emergency/Disaster Recovery
Advertising Fund 196 for a number of new initiatives to include:
. More frequent meeting planner familiarization visits in-market
. Sponsor out of market events in key feeder cities like New York, Chicago,
Philadelphia and Boston to educate meeting planners on our destination
. Meeting planner incentives to attract their events to our market such as
sponsoring opening receptions, off site venue events and area dine-
around events
. Implement and promote a new "GAP" (Group Attendance Push) program
to assist meeting planners in marketing their event in Collier County using
special destination videos, e-newsletter articles and website landing pages
to promote their event and build attendance
. Enhanced Public Relations efforts to drive more acknowledgements of our
beaches, spas, golf and restaurant offerings through awards and "Best"
lists
FISCAL IMPACT: Up to $500,000 is currently available in the Tourism
Emergency/Disaster Recovery Advertising Fund 196 for the above uses. If this
action is approved, $500,000 will remain in this Emergency Advertising Fund for
use in a declared emergency Sur.h ::!~ wp.::!thp.r or man-made disasters that might
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2/22/2011 Item 10.C.
cause a downturn in visitation. If this funding request is not approved, our
destination could lose some group meeting opportunities in the future, resulting in
reduced visitation and tourist tax revenue.
ADVISORY BOARD RECOMMENDATION: The Tourist Development Council
(TDC) reviewed this action at their January 24, 2011 meeting and recommended
unanimous support (8-0) for this use of Emergency/Disaster Recovery
Advertising Funds in FY 11,
LEGAL CONSIDERATION: This item has been reviewed by the County
Attorney's Office, requires simple majority vote, and is legally sufficient for Board
action, - CMG
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management plan with this action.
RECOMMENDATION: That the Board of County Commissioners declare an
economic emergency and approve the use of Tourist Tax Emergency Advertising
Funds up to $500,000 for promotion of the group market in FY 11 and authorize
all necessary budget amendments,
SUBMITTED BY: Jack Wert, Tourism Director
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2/22/2011 Item 10.C.
COLLIER COUNTY
Board of County Commissioners
Item Number: 10.C.
Item Summary: Recommendation to declare an economic emergency and approve the
use of Tourist Tax Emergency Advertising Funds up to $500,000 for promotion of the group
market in FY 11 and authorize all necessary budget amendments. (Jack Wert, Tourism Director)
Meeting Date: 2/22/2011
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator, Tourism
2/3/2011 10:02:04 AM
Submitted by
Title: Director - Tourism,Tourism
Name: WertJack
2/3/2011 10:02:05 AM
Approved By
Name: WertJack
Title: Director - Tourism,Tourism
Date: 2/10/2011 9:32:26 AM
Name: GreeneColleen
Title: Assistant County Attorney,County Attorney
Date: 2/1 0/2011 11 :32:27 AM
Name: KlatzkowJeff
Title: County Attorney,
Date: 2/10/2011 1 :46:50 PM
Name: IsacksonMark
Title: Director-Corp Financial and Mgmt Svs,CMO
Date: 2/14/20113:11:44 PM
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2/22/2011 Item 10.C.
Name: KlatzkowJeff
Title: County Attorney,
Date: 2/15/2011 8:55:44 AM
Name: OchsLeo
Title: County Manager
Date: 2/15/2011 1 ]:58:21 AM
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2/22/2011 Item 10.C.
RESOLUTION NO. 2011-_
RESOLUTION OF THE COLLIER COUNTY BOARD OF COUNTY
COMMISSIONERS DECLARING AN ECONOMIC EMERGENCY
AND AUTHORIZING USE OF TOURIST DEVELOPMENT TAX
EMERGENCYIDISASTER RECOVERY ADVERTISING FUNDS UP
TO $500,000 TO PROMOTE THE GROUP MEETING MARKET.
WHEREAS, the Board of County Commissioners of Collier County sets aside tourist
development tax flmds for Disaster Recovery Advertising in accordance with Ordinance No. 92-
60, as amended; and
WHEREAS, on January 25, 2011, Agenda Item 17A, the Board of County
Commissioners approved an amendment to Ordinance No. 92-60, to expand tourism destination
promotion funding (Ordinance No, 11-2); and
WHEREAS, the Tourist Development Council approved a recommendation by the
lodging industry and proposal by Staff to use Disaster Recovery Advertising Funds to promote
the group meetings market during FY 11 at their January 24, 2011 meeting; and
WHEREAS, the Board of County Commissioners desires to authorize Staff to use up to
$500,000 from Fund 196 for Disaster Recovery Advertising specifically to promote the group
market in FY 11.
NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY
COMMISSIONERS OF COLLIER COUNTY, FLORIDA, that: the Tourism Department
and Convention and Visitors Bureau are authorized to use funds up to $500,000 annually for
Disaster Recovery Advertising in accordance with this Resolution; and
BE IT FURTHER RESOLVED, the Board of County Commissioners finds that
circumstances or events in or near Collier County which warrant the immediate use of Disaster
Recovery Funds includes the current economic recession and the slow recovery of the group
meetings market; and
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This Resolution is adopted this
maj ority vote favoring same.
DA TED:
ATTEST:
DWIGHT E, BROCK, Clerk
, Deputy Clerk
Approved as to form and
legal sufficiency:
CP\ \TDC\2007Reso\AuthorizeEmergency AdvcrtisingFunds
2/22/2011 Item 10.C.
day of February, 2011 after motion, second and
BOARD OF COUNTY COMMISSIONERS
OF COLLIER COUNTY, FLORIDA
By:
Fred W. Coyle, Chairman
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