TDC Minutes 11/22/2004 R
November 22, 2004
TRANSCRIPT OF THE MEETING OF THE COLLIER
COUNTY TOURIST DEVELOPMENT COUNCIL
Naples, Florida, November 22, 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
Susan Becker
Robert Dictor
Kevin Durkin
Murray Hendel
Douglas House (Absent)
David Loving (Excused)
John Sorey III
Glenn Tucker (Excused)
ALSO PRESENT:
Jack Wert, Director of Tourism
Maria Bernal, Tourist Tax Coordinator/Tourism
Gail Hambright, Administrative Assistant
Heidi Ashton, Assistant County Attorney
Ron Hovell, Project Manager/Tourism
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November 22, 2004
I. Meeting was called to order by Commissioner Donna Fiala at 9:02 AM.
II. Roll Call: Mr. House, Mr. Loving and Mr. Tucker were not present. Mr.
Loving and Mr. Tucker were excused. A quorum was established.
III. Changes & Approval of Agenda:
Add: Report on Golf Holidays handout
Add: Hideaway Beach Update & Construction Phase Contract (Old
Business)
Ms. Becker moved to approve the Agenda as amended. Second by Mr.
Sorey. Carried unanimously 6-0.
IV. Approval of Minutes-regular meeting September 27, 2004
Mr. Sorey moved to approve the minutes of September 27, 2004. Second
Mr. Durkin. Carried unanimously 6-0.
V. Staff Reports:
1. Directors Report - Jack Wert (Attached)
· Attended World Travel Market/London
· Appointed to 2-year term to FL Commission on Tourism
· Attended focus groups/Chicago & New York (Research)
· Tax collections-record year - $9.5M for calendar year
· Meeting Planner concerns for summer booking due to
Hurricane season
Research Report was J!iven on the visualizer - questions asked were:
What do they look for in a vacation, what incentives are of interest,
how important is weather, print ads looked at compared to
competition, ads for our particular area looked at, Website & Toll
free numbers, TV Commercials, Visitor Guides, and finally if they
visited Naples & Marco Island-what motivated their choice in
choosing that destination - conclusion & results are as follows:
· Brand promise of "Florida's Last Paradise" is supported by
their advertising.
· Area has great reputation.
· Offer everything they were looking for in a vacation
destination.
· V alue-added offers will help to choose this area over other
destinations.
· Hurricanes non-issue for the leisure traveler.
· TV spots deliver the entire message and do bring a positive
response.
· The print ads deliver the correct message.
· Word of mouth important
· Visitor Guide delivers the information needed
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November 22,2004
. Many had not seen the advertising for our area as not
advertising in those markets. (Chicago & New York)
Additional funds would be helpful in those areas. Are
missing opportunities as they only advertise in the State of
Florida.
Focus groups were spring and fall guests - not seasonal.
No comment on Red Tide.
Mr. Sorey asked how many dollars it would take to run an effective
campaign in those markets. Mr. Wert will bring that information to
the next meeting.
Will prioritize markets, look at numbers and try for a more effective
800#.
2. Sales Manager Report - Debi (Attached)
· Busy traveling
· Meeting with Travel Agents & Meeting Planners
· Given Speeches
· Working with booking online (Guest Click)
· Trade Shows
· Fam Trips
3. P.R. Manager Report - JoN ell Modys (Attached)
· New Visitors Guide
· E-Newsletter
· E-mail- Coast is Clear
· Media Publicity
· Finding Hurricanes not a primary issue but still confusion
and misrepresentation in media.
· Different stories written - Vanderbilt Inn & Marco Island
· Travel advisory sent out - media looking for positive stories
· Delta Airlines in Naples generating good publicity
· Destination Package Give-Away Promo (giveaways included
Destination Tote Bags, Golf Balls with CVB Logo and
Visitors Guide)
· Magazines
4. Film Coordinator Report - Maggie McCarty (Attached)
· Meetings - SW FL Film Society Board Meeting
· Attended American Film Market in Los Angeles
· Film Schools
· Shooting commercials locally
· Attended Board Meetings
· Covered Production Notes, Working Leads and Operations
5. Inquiry Report - Jack Wert (Attached)
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November 22, 2004
a. Phase V - Fulfillment & Call Summary
· Decrease in total number of calls but live calls
increased
· Accommodations update - Hotels calling in on
availability
· More activity on Websites
· Visit Florida - Newsletter by e-mail- excellent
mqumes.
b. Search Engine Report
· Paper clicks - paying for leads - Google is the leading
site.
c. Golf Pac Report
· Shows $130,000 in leads
· Continue to instill that golf is important part of area
· Will see bookings again for the season
6. Paradise Advertising & Marketing - Carrie Durand
· No ads running at this time
· Tweaking for spring ad campaign
· Doing meeting planner E-blast
· Partners Pac - e-mail
· Showed CD going out to partners - photos/destination
markets/banners on website/logos/slogans
· Note cards printed
· Golf Ad
VI. Old Business
1. County/City of Naples Beach Renourishment Update - Ron
Hovell
State has accepted permit application as complete and working
through details. At last CAC meeting - recommended approval of
engineering services work order for $153,160 related to design and
permitting. One caveat - the portion related to the artificial reef
design be held off pending further discussions with FDEP.
Mr. Pennington is authorized to confirm conclusion of discussions.
Mr. Sorey reiterated CAC's position of involving Representative
Goodlette in letting the State know they are serious about not being
pushed in an area they think is not scientifically justified.
Mr. Sorey moved to approve the $153,160 artificial reef design
and permitting work order with CP& E with the caveat that
they are going to disagree with the requirement of the artificial
reef. Second by Mr. Hendel. Carried unanimously 6-0.
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November 22, 2004
2. South Marco Beach Renourishment/Caxambas Pass
Dredging Update - Ron Hoven
Mr. Hovell gave an update and reported Taylor Engineering
requests additional funding of services as required to continue
pursuing the project for $36,610.
Commissioner Fiala moved to approve the $36,610 for
services. Second by Ms. Becker. Carried unanimously 6-0.
3. Hideaway Beach Update and Construction Phase Contracts-
Ron Hoven
Permit application was accepted complete end of August. Hoped
to start work end of turtle season. Doesn't look like all permits
will be in hand until January. Need approval on Humiston &
Moore Engineers for $180,000 work order and approval for
awarding construction contract with Marine Contracting Group
for $2,140,880.
Mr. Sorey moved approval of Humiston & Moore Engineers
request for $180,000 Work Order and construction contract
with Marine Contracting Group for $2,140,880. Second by
Commissioner Fiala. Carried unanimously 6-0.
4. Wiggins Pass Dredging Update - Ron Hoven
County Board Commissioners approved a $750,000 grant
application to dredge Wiggins Pass limiting depth to 8.5' for the
first 300 feet and then transitioning to 13 feet. Need approval of
work order with Humiston & Moore for engineering services of
$44,149.00 for construction observations and monitoring.
Mr. Hendel moved to approve the work order for Humiston
& Moore in the amount of $44,149.00. Second by Mr. Sorey.
Carried unanimously 6-0.
Mr. Hovell reported the original construction portion of the
$750,000 was $650,000 based on past prices and estimates.
Since the depth was limited, the engineer recalculated and may
be looking at 45-50,000 cubic yards with construction cost
estimates being less. The Budget is approved for the whole
amount. In getting bids CAC will review at their December
meeting. TDC will not be able to review and approve and asked
if they wished to review and approve at their Workshop on
December 17th.
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November 22, 2004
Mr. Sorey moved they approve a Construction Contract not
to exceed the $650,000 already in the Budget. Second by Mr.
Durkin. Carried unanimously 6-0.
5. Marco Island Laser Grading Update - Ron Hovell
· Information only - no action needed.
· BCC approved grant application in amount of $30,000 for
grading
· City of Marco Island has submitted paper work to DEP
field office.
· Begin laser grading possibly week of December 6th &
complete December 23rd.
6. Lake Trafford Restoration Project - Extension of 2001
Tourism Agreement - Verbal- Jack Wert
· Information only - no action needed.
· SFLWM District requested extension of the contract for
one year to November 30th 2005 and was approved by the
BCC on the November 16th.
Mr. Durkin moved to ratify the Board of County
Commissioners action on extending the Contract for one
year. Second by Commissioner Fiala. Carried unanimously
6-0.
VII. New Business - None
VIII. Announcements - None
IX. Council Discussion - None
X. Next Meeting Date/Location - December 17,2004 BCC/TDC Workshop;
in BCC Chambers
************
There being no further business for the good of the County, the meeting was
adjourned by order ofthe Chair at 10:42 AM.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman Commissioner Donna Fiala
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