Agenda 09/27/2011 Item #16F 8
9/27/2011 Item 16.F.8.
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EXI;~\lJ:tvi SUMMARY
Recommendation that the Board of County Commissioners approve the carry
forward of Tourlat Tax Emergency Advertising Funds up to $373,600 for
continuing prQlftOtIon of the group meeting market in FY 12 and authorize aU
neees..ry FY2012 budgetamendmen..
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Q~IVE: Request Board approval for the carry forward of un-eommitted funds in
the tourist tax Emergency/Disaster Recovery Advertising Fund 196 to .promote the
group meetings market during FY 12.
C~IJQiAATtO.;.On February 22, 2011, the Board of County Commissioners
(BeC) declared an economic emergency and approved . the use of Tourist Development
Tax Emergency Advertising Funds up to $500,000 for promotion of the group meeting
market . beginning in FY 11 (agenda item 10C). This concept was unanimously
recommended by the Tourist Development Council (TDC) based on a recommendatiOn
by the lodging. indtJstry in .Collier County to assist in increasing the.. number of group
meetings held in our community .
This group meeting assistance. program was designed asa multiple ..yearprogram due
to the nature of the planning process time frame. Meeting planners . often require an
immediate funding commitment to support a future meeting, often onato three years
out. We have committed tourist tax funding under this BCC approved program for
meetings occurring into 2013, and must have those funds available when those
meetings actually occur.
Group meetings are. recovering slowly in our destination due to the ongoing economic
downturn. Group meetings continue to be 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 win
later return with their families or as. part of anothergrouptunction lofurther impact tax
revenue and visitor expenditures in the community.
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9/27/2011 Item 16.F.8.
~ To date, the Convention & Visitors Bureau (CVB) has expended approximately
$126,500 in various commitments under this program to support and attract future
meetings. The uses of these emergency funds are planned as follows:
. More frequent meeting planner familiarization visits in-market
. Sponsor out of market events in key feeder cities where meeting planners are
concentrated. 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 the 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
FISCAL IMPACT: Funding in the amount of $500,000 for the group meeting assistance
program was approved in February 2011. The unexpended balance of up to $373,500
is available to be carried forward and re-budgeted in FY12. The rollover of the program
will be accomplished through a FY12 budget amendment increasing carry forward and
reestablishing the operating budget in the Tourism Emergency/Disaster Recovery
Advertising Fund 196.
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ADVISORY BOARD RECOMMENDATION: The Tourist Development Council (TDC)
reviewed support of this multi-year program at their January 24, 2011 meeting and
recommended unanimous support (8-0) for this use of Emergency/Disaster Recovery
Advertising Funds in FY 11 and FY 12.
LEGAL CONSIDERATION: This item has been reviewed by the County Attorney's
Office, requires 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 approve the carry
forward of Tourist Tax Emergency Advertising Funds up to $373,500 for continuing
promotion of the group meeting market in FY12 and authorize all necessary FY12
budget amendments.
SUBMITTED BY: Jack Wert, Tourism Director
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9/27/2011 Item 16.F.8.
COLLIER COUNTY
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Board of County Commissioners
Item Number: 16.F.8.
Item Summary: Recommendation that the Board of County Commissioners approve the
carry forward of Tourist Tax Emergency Advertising Funds up to $373,500 for continuing
promotion of the group meeting market in FY 12 and authorize all necessary budget
amendments.
Meeting Date: 9/27/2011
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator,Tourism
9/15/2011 2:58:31 PM
Submitted by
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Title: Director - Tourism,Tourism
Name: WertJack
9/15/2011 2:58:32 PM
Approved By
Name: WertJack
Title: Director - Tourism,Tourism
Date: 9/15/2011 5:26:58 PM
Name: GreeneColleen
Title: Assistant County Attorney,County Attorney
Date: 9/16/2011 10:38:12 AM
Name: FinnEd
Date: 9/16/2011 4:14:19 PM
Name: KlatzkowJeff
Title: County Attorney,
Date: 9/19/2011 4:02:19 PM
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9/27/2011 Item 16.F.8.
~. Name: IsacksonMark
Title: Director-Corp Financial and Mgmt Svs,CMO
Date: 9/20/2011 10:06:10 AM
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9/27/2011 Item 16.F.8.
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RESOLUTION NO. 2011-~
RESOLUTION OF THE COLLIER COUNTY BOARD OF COUNTY
COMMISSIONERS DECLARING AN ECONOMIC I~MERGENCY
AND AUTHORIZING USE OF TOURIST DEVELOPMENT TAX
EMERGENCYIDISASTER RECOVERY ADVERTISING FUNDS UP
TO $500,000 TO PROMOTE THE GROUP MEETING MARKET.
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WHEREAS, the Board of County Commissioners of Collier County sets aside tourist
development tax funds 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
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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.
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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 whith 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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9/27/2011 Item 16.F.8.
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This Resolution is adopted this' .Q;;J.,' day of February, 2011 after motion, second and
majority vote favoring same.
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DATED~:~.4.p,1..
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DW:IGHfE.'BR:D-c~'Clerk
~:~~<;/;>..ti~i' \~. :; , . ,
BOARD OF COUNTY COMMISSIONERS
OF COLLIER COUNTY, FLORIDA
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By: . ~Y~~h~
Approved asto form and ..
legal sufficiency:
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CP\\TDC\2007Reso\Authori1.eEmcrgcncyAdVC1tisingFunds
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