Agenda 09/14/2010 Item #10B
Agenda Item No. 10B
September 14, 2010
Page 1 of 17
EXECUTIVE SUMMARY
Recommendation that the Board of County Commissioners direct the County
Manager or his designee to amend Collier County Ordinance 92-60, as amended
(Tourist Development Tax) and advertise the amending Ordinance at a future
public hearing to reallocate on a one time basis $1,000,000 from TDC Category "A"
Beach Park Facilities Fund 183 to Tourism Promotion Fund 184 for tourism
destination marketing and authorize all necessary budget amendments.
OBJECTIVE: Amend Ordinance 92-60, as amended for one year to use Category "A" _
Beach Park Facilities funds for destination marketing purposes.
CONSIDERATIONS: At the July 26, 2010 Tourist Development Council (TDC)
meeting there was a review of the Tourist Development Tax Ordinance 2005-43, and the
Beach and Beach Park Facilities Funding Policy approved on October 25, 2005 for
possible reallocation to enhance destination marketing. One of the considerations was the
use of potential Category "A" (Beach and Inlet Management and Beach Park Facilities)
for destination marketing purposes. That recommendation was discussed by the Board of
County Commissioners on July 27, 2010 and direction was given to review this issue
with the various community stake holder groups.
This infusion of one-time dollars will enable tourism staff to extend temporarily the
destination marketing message to a more year-round approach. Visitors contribute tax
revenue and spend their money in our community and help to support all of our tourist
development tax uses. Without it, our market share of visitors is easily eroded by
competing destinations during those times of year when we are not actively marketing. In
the first three calendar quarters of 20 1 0, an additional $1 million, transferred from Beach
Renourishment Reserves, Fund 195 was invested in advertising, public relations and
promotions. The return on investment through July, 2010 has been $20.65 in new visitor
spending for each dollar invested in those destination marketing efforts.
As recommended by the Board of County Commissioners, staff has met with the
following stakeholder groups that convened and discussed the use of Category A Beach
Park Facility dollars (Fund 183). Endorsements and recommendations as noted below:
· Tourist Development Council (TDC), July 26 - Recommended approval (7-1)
· Coastal Advisory Committee (CAC), August 12 - Recommended Approval (5-2)
· Friends of the Collier County Museums, August 12 - Favorable discussion, no
formal recommendation made
· Collier Hotel & Lodging Association, August 17 - Unanimous Board approval
· Parks & Recreation Advisory Board (P ARAB), August 18 - Unanimous approval
(4-0)
· Marco Island Chamber of Commerce, August 19 - Unanimous approval
· Naples Chamber of Commerce Public Policy Committee, August 20 _ Unanimous
approval
Agenda Item No. 108
September 14, 2010
Page 2 of 17
The reallocated funds would be used to expand and enhance destination marketing as
follows:
Enhanced 2011 Winter, Spring & Summer Advertising and Promotion:
(Jan-March in Northern Markets & April-August in Florida Markets)
Continue Visitor Center Coordinator (co-op with Naples Chamber):
Additional Familiarization Trips and Group Event Sponsorships:
Expanded Public Relations Efforts:
Domestic & International Web Site Enhancements:
Enhanced Return on Investment Research:
$800,000
50,000
25,000
50,000
50,000
25,000
TOTAL:
$1,000,000
ADVISORY BOARD RECOMMENDATIONS: Each advisory board
recommendation as indicated above related to the short term solution to reallocate
$1,000,000 from Beach Park Facilities Fund 183 to Tourism Promotion Fund 184 for
destination marketing for one year.
FISCAL IMPACT: Assuming passage of the enabling ordinance, a budget amendment
will be necessary transferring $1,000,000 from Fund 183 to Fund 184. Sufficient budget
exists to provide necessary dollars for destination marketing on a one-time basis.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management Plan from this action.
LEGAL CONSIDERATIONS: This item has been reviewed for legal sufficiency and
is ready for Board action.---HFAC
RECOMMENDATION: That the Board of County Commissioners direct the County
Manager or his designee to amend Collier County Ordinance 92-60, as amended (Tourist
Development Tax) and advertise the amending Ordinance at a future public hearing to
reallocate on a one time basis $1,000,000 from TDC Category "A" Beach Park Facilities
Fund 183 to Tourism Promotion Fund 184 for tourism destination marketing and approve
all necessary budget amendments.
SUBMITTED BY: Jack Wert, Tourism Director
c
(
'".....,,',.~.
Agenda Item No. 108
September 14, 2010
Page 3 of 17
COLLIER COUNTY
BOARD OF COUNTY COMMISSIONERS
Item Number:
Item Summary:
10B
This item to be heard at 1 :00 p.m. Recommendation that the Board of County
Commissioners direct the County Manager or his designee to amend Collier County
Ordinance 92-60. as amended (Tourist Development Tax) and advertise the amending
Ordinance at a future public hearing to reallocate on a one time basis $1,000,000 from TDC
Category A Beach Park Facilities Fund 183 to Tourism Promotion Fund 184 for tourism
destination marketing and authorize all necessary budget amendments. (Jack Wert, Tourism
Director)
9/14/20109:00:00 AM
Meeting Date:
Prepared By
Jack Wert
Director - Tourism
Date
Tourism
Tourism
8/26/20102:27:37 PM
Approved By
Jack Wert
Director - Tourism
Date
Tourism
Tourism
8/26/20106:30 PM
Approved By
Heidi F. Ashton
Section Chief/Land Use-Transportation
Date
County Attorney
County Attorney
8/27/20103:38 PM
Approved By
OMB Coordinator
Date
County Manager's Office
Office of Management & Budget
8/31/20101:01 PM
Approved By
Jeff Klatzkow
County Attorney
Date
8/31/20102:53 PM
Approved By
Leo E. Ochs, Jr.
County Manager
Date
County Managers Office
County Managers Office
9/7/2010 10:40 AM
......'~__......~...,"'"._.,,,.," ,.,,,., .... "~<'''~I~a,''''''
"'Ol. ~
; ... :
- ,
~. ~
~... ,
/~. II
(I ~ a
\~-~iJ ~
~a:I ..
I-",G.i:~ (
c. ~ ~
.~ to
(i)
tn
tn
CD
(J
(J
~
en
c:
C)
.-
ca
0-
S
ca
U
o
~
o
N
en
'-
o
+-'
CO
t)
--
-c
c
-
CD
t)
C
CO
E
'-
~
CD
c..
~
CD
~
o .
(j)
o
o
N
L...
CD
>
o
~
o
~
o
N
~
-
:J
J
I
C
CO
J
'-'"
CD
+-'
CO ::R
o 0
10')
o 0
:rC'J
CO c..
~ :J
C
1:5 a
CO ~
c.. co
.s~
u os;
.-
E co
o .......,
5 ~
u
W .
............
"'C
(])
.......,
U
(])
-
-
a
()
en (])
(]) - C
::; ~ :J
:!:: ~ -, C
-g ..... I ~
(])..c C (])
......., co .......,
c.. 0- -, en
XE '-'(])
(])CJ) ~>
......., NC
U ......., 0_
~ ~ co-Co
0_......., C'J _
"'0 Ctl C'\I <5 0)
C L- co "'C C
0- (]) f:F7 ._
C a. a. -5 (j)
.Q 0 t :::.l Ctl -c
== ~ ~ Cl> Cl> Ctl
E~(])c:JoE
cocoC:::(]),+-c
r--.: a...c > L() . Q
~ :::.l () ~ ~ 10
Y7->'Coxoc
- U (]) CON~
Ctlccn.......Y7-cn
C Ctl Cl> ....... '+- Cl>
:;:; ~ g. rr .~ ~ "'0
:O:gg ~g
~<(O ~LL-
en
L-
a
.......,
.-
en
os;
o
o
co
..
~
C'J
-
co
c
a
.
.
.
.
.
~i'
~.:
CIil:fP . g
%1.1
E- Iol
~-I! +-' +-'
~alS 0 en en
-i':'1iO ( CO +-'
I~' CO Q) CO en co Q)
..c Q) Q) "'C a.
>- ( "'C ..c ~ CO L..
+-' e Q)
~. L .C ~ 1: "'C C ..c
(i) I- 0 0 0 CO ~ +-'
u.. C/) Z ~ () W 0
CD iii . 0 0 . iii .
..
l-
ns
::J """
0
a
~
..c C")
c: 0
0
0
.-
..
ns C'\I
.. 0
.-
tn
.-
>
en ~
0
0
0
N 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0
co """ C'\I 0 co co """ C'\I
~ ~ ~ ~
"'0 I ~
]i. :
., 0
~....~
.~
'~- I :
jQ)"iii"! Q-
- ~.-.' (
c:: ~ i:
~ (
~t,
~
tn
..
CD
~
...
fa
:!
...
CD
-c
CD
CD
u..
~
CD -
~ n::I
::J
C
c
<C
In
co
~
"
co
Ici
In
Ici
M
In
Ol
M
"!
M
10.
S
c
i
In
N
M
N
N
N
"':
0: ...0: .-l
0: 0....., .......
Nj
. . . . . . . . . .
............~... 0,......,...... ....h....... .U~..........,..... ,. '_M.., N q......-. ._.... ,._.. ""'_0'''' .... ...... ............ .~.... U',... ..._.... ._. .. .,'. H, .....
':, OJ; i ~.Vh i . 'r
- . ~:.
-E>) i.o i:!
I OJ j ~ Vj
-g. ; -a:; :
ltl, 0.' c...;
...I,....; 0
it U) ~,.,
, <<, C C..:
"E 0- , .s 1:
ltl : E . 1Il': KL
~. {!: S, 3:
::J '" ~ ....... .-l
"f- 0 0: 0 M N In M .-l CO I':
S 0 0'; .-l 0 ..j- ..j- N N N .-l .-l
N N .-l .-l
!"'"'I
10.
CD CO C'I1
E 0 ~: In "': Ol ....... V- N In
0 .-l ..j-
E N 0; N Ol ~ M N N N
::J . . . . . . . . .
U) ,....... ....... O'...........~..>......................,........... "'......... .... ...................................................................
. . - . .
. .
OJ ~
ro ~
"E .0
~ .r::. III
OJ 0 u ...
-0 2 -0 ltl ~
~ OJ C OJ ::E:
ltl 0. ltl OJ OJ ltl
...I ...; "i:: E 1: it
...; 0 ~ "S;
....' U) ... ~ 0-
I.L , ... ~ 0 C OJ ...
GJ: I ltl 2 01 0 2 2
~: "E 0- ltl ~ "tJ
..., ltl ~ .... "~ ltl C
E III "~ ltl
tal .!2 ~ OJ u ~
:Ei {!: OJ ~ .r::. ltl .r::. Z;
::E: l!) z u ..., 0. l!) <(
'" .-l .-l
0 ~; 0 In CO 0 ....... ....... ....... M ~
0 0; M ~ In ..j- M N N N .-l
N .-l .-l
CO ....... CO Ol V- V-
0 ~, .-l M CO .-l N
0 0; M ....... In ~ M ..j- N N N N
N .-l
.......,....-... -.................. .......... ............ .. ..-...... '.'~'" ..-.. ..~ ............,.. .....0....
OJ 01
...
ro ~
"E .0
~ .r::.
OJ 2 0 U
-0 -0 ltl
~ OJ C OJ
ltl 0. ltl a:l ltl
...I ...; "i:: E 1: it
it 0 ~
U) ... ro a.
I ... ~ 0 OJ ... ....
I ~ 2 01 0. 2
"E "~ ..... -0 "e
E ltl ~ III 12 ltl
.!2 ~ OJ ~ ....
{!: OJ .r::. 1: OJ
:E l!) z u 3: 0. l!) C
Ol
\0
Ol
..j-
N
Ici
.-l
.-l
0\
M
..j-
..q:
f-
~.
o
:>-
~.
OJ
Z,
'.
C'I1
N
td.
....
2
ltl
~
l!).
.
-0 to
~. iI
- . (
~. 0
;:~ ~
~ -I c
=-~" <<
I.~I:
t:l' (
~f.
(i)
t/)
~ ....-....
0 ......,
CD
t/) C>
-- -c
s... :J
ca CO
c. CD
E (/)
CO
0 co
0 '-'"'"
c
..... 0
--
-
(1) -
--
C) ~
-c N
::::J Y7
m
t"')
0
... N
... >< ll< >C )(
0 0
C\l
"'" ><
0
0
... "l:t
C (j
C\l
-
! ~ .t:::. 0 01 ~ 0 t'\j ih in .... U
w 'E .... ltl .... 0) c::: E 0
:'t5 :::::l C ..I:: ...
~ cti J::J U >- ('ij a. 0 C]) - ill
OJ oS 0 u :.;:: t"C
i.l ~ tn .....I ~ :2 0.1 (1.1 tt'5 E c::: .c.
.... ..... .... ii u
~ ~ E 0 lJ.l Cl; U '!J Ie Q3 C]) ....
::J ..... ltl Z CIj Gl ~ U .... co
:'t5 C]) c:: 0
i ...J ('Ij :l. "'0 E E u tt5 0 ~
... i , 0. 'i:: c: 0. Gl .c: U
..... 0 Ol
QJ' C 0: 1'j; 'J) a1 (J .c c:: a:
ell C) u. ::J u.J r...
;: - c:; QJ
"C1 Q.J ltl l.tI C-
Ui a- m -
L'l:Ii ~ CI. .c l=:
:;:li c. ~ E tJ) E .c: C]) OJ
Ill! E ~ ro ~ ft:I Ie ~ U
lU - .r:::. U W ....
~. () ~ a 0
0 l:: C -
C'\l ID (f) ... ::e: 'V;
f;It - cb :>
~ .c Gl
_~~ i - t: .:.::
i tn ...
I 0 a:l
>< C Z :!
o
~i~
~.
- (
., 0
;:~ ." u
.t,a.I
': ~ :
~ iDiJ c
~"(
I~ i:
> (
p;Jf.
(i)
t/)
~
o
t/)
--
s-
ea
C.
E
o
o
.....
(1)
C)
-c
::::J
m
....-....
+-'
en
CD
:J
0-
CD
0:::
c
o
--
......,
co
u
o
-
-
co
CD
0::::
'-'"'"
c
o
--
-
-
--
~
(V)
ffi
P') >< >< >< >< >< >< >< ><
a
I-- ._,--
P a >< >< >< ><
'r" >< >C >< ><
0 >< >< >< >C
N
I'
or- >< X >< >< >< )(
a ><
0
'r" CJ >< >< >< ><
QI
N
.-
, ~ .c:: C 0) - ~ 0 CtI l.t: c.., "- cJ
u "t: .... ('C 5 0) ~ c::: 1;; 0
CD ::J -
l'\:S r: u C'U C 01-1 W
"'0 .Q >- c.. CJ CtI
..;;... CI.l (t! 0 u ~ E:
C) to 1: en ~ ~ c Q) rn ct c:: .c::
... .... E u
"0 E C Q) ;J) 0 'tJ l:: Q.: CJ ....
:::5 - ~ U L...
Q) ('C z II) c:: c::: 0 en
('is "0 .- S Ci)
.....I C'U c.. .r::: ~ ('j 0 (/)
... -. u: 0.. ....: 'L:; C Il. II) .c::: (.) Q)
(l) (1) I: ...... W ..2 Dl rJ ~ r:: ..... 0:
01.01 D "'- (I) - I.J.. q c: - w OJ
'E Q) cu C.
"0 '0 : m ~ Co - a. 1tI ..c E
Vl .l:
::s ::::s a. ('is E OJ E CJ Ci)
to ftr E :2 ~ ~ l'S l:: $: L)
m I- ,J;; U w ....
~ - U "S lJ) 0
.;;::: 0 l:: l:: :!::::
N ("') CD en ... :;:::0 en
(/)- ~! .... III >-
tV J: II)
.... ~
II II en ~ ....
I - - _. 0 t\'J
>< x 1: z :e
-0 i' ~
fa:
-
., '0
~.
o~- II
~~D
~Aic
~4(
~~i:
~> (
~'~f.
(i)
t/)
~
o
t/)
--
s-
ea-
e.
E
o
o
.....
(1)
C)
-c
::::J
m
....-....
c
co
-
0...
L-
eo
~
......,
c
CD
L-
L-
:J
U
'-'"'"
--
-
-
--
~
~
tF7
c
o
M >< >< >< >< >< >< >< >< ><
a )( >< )( x x )( )( X
:--
T'" g i >< >< >< >< >< >< >< ><
... x >< )( x )(
0 , >< >< >< ><
C\l >< >< >< ><
.
.
. >< >< >< >< >< ><
... >< ><
a >< >< )( >< >< ><
c >< >< >< ><
... ..,. X )(
0 a >C >< X X
N
i .3:! ..I:: 0 01 ~ 0 C'I'l Vl VI .... c.i
W "C L... r."el .... C'I 1: c::: 't:! 0
i :c :::::l 0 -
('Ij c::: u as 0 't'"" ill
"::l Q.I Uj .c Q >- l.) .a- :.;:::: Q) C'I'l
5) en ~ E l:: .r::.
CD -.::: ..... r 3: :.c; al - .m i; l..l
"::l E 0 C]) OJ (j -c c Q.l Q) ....
l'Q u -
:::J - rei Z Gl 0:: 0 l'3
:n t"C C]) 1J E c:: ()
i :l.. ..I:: oJ ('U 0
, ....J 'I':: c..,
..... ..... i ..... 0. , l:: 0. Gl .- .c: U
- 0 C)
(1)0)111) t: 0: t:: 'J) u. CI 0 .0 l=:: .... ~
0')10)0') m :;: -- ftI I: ::J JJ CJ)
"Ci"Ci"C CLI ('U ..... c. w 0.. .c C
t\l ,.... $: CI. cn
:Si:S!:J Q. Z E C]) E .c: Q) CJ)
E: ~ ~ c $: u
mmim ltl m W
t\l - U ....
2~1:i '5 t>> 0
U c: -
0 c '[jj
C'\J MI'lIt II) U) .... ..
0<A-!0 - Q) CIl :>
lU .c
.... -t= .x:
II II. II in ...
-----i---- . 0 ftl
>=: >=:! )( .5 z :iE
o
-0 i ~
~. ...." (
cQi · c
%. u
.~_. '11
'~
--8 ~
~-al.Q
~"M (
I-I:
c: .~ (
p;Jf.
(i)
~
ca
-
D.
:E
N
~
I
~
o
--
.....
ca
(.)
o
-
-
<(
ca
--
-c
(1)
:E
c
o
~
u~
:::J 0
-cO')
e
a..
-
CO
C
o
~~
CO 0
CCD
~
Q)
~
C
(j)
t~
o 0
c.. ~
en
CO
"u
O~
~O
CO~
~
"0,
(5
(j)
-
CO
C>c
:S "~ ~
Q) (j) ~
~~
.:::::: e
a..
~
:::J
(j)
"(j)
.....J~
~ 0
Q)~
Ef'..
:::J
(j)
C
o
o
-0 . ~
a '.' II
- .' <
~.' ~
i~.'. ....:....<0
C II; I:
~:
(i)
t:
ca
-
D..
:E
M
~
I
~
o
--
.....
ca
(.)
o
-
-
<C
ca
--
-c
(1)
:E
c
a
~
()~
~ 0
"'CT"'"
aT"'"
....
a..
~
~
"~
0>
.....J
....~
0> 0
E~
~
C/)
c
a
()
o
ctl
c
a
~~
c~
....
0>
-
C
~
.... .....0
a 0......
a. T"'"
CI)
C/)
ctl
O>c
c a
~ "00 ~
~~~
e
a..
ctl
"u
a
CI) .....0
- 0......
$0>
.2'
o
.
-01"
fa :
as, ....0
~:
'~ III
~~i c
I~."(
'"' i:
c: ~ (
~f.
(i)
~
ca
-
D..
~
N
~
I
E
::::J
--
-c
(1)
~
~
.c
C)
~
--
-c
c::
(1)
e.
U)
CD
E
o
I;:$!.
o
'+-L()
o
+-I
::J
o
c
o
"- 0
000'
":> N
CDC"')
~
co
+-I
"0)
"-
o
""'-
CD;:$!.
C 0
"- f'.-
c~
o
""C
"co
a...
-oi" ~
~ " :
-
.,' 0
% u
oe'.. .
~~D
~ic
~~<
a-I:
c 'u
~~~
(i)
~
ca
-
D..
:E
M
~
I
E
::::J
--
-c Q)
E
(1) 0
I?ft.
:E ~cry
0
.......
:J
0
~
.c
C)
c:
--
-c
~
Q)
e.
en
c
o
.- 0
cn~
.5 0
Q)~
Q)
r-
s
0)
o
-
Q):::R
c 0
.- ~
c~
o
""0
co
a..
....... :::R-
c 0
"L: cry
a..~
o
\. ..
-0 i~
a :
r:Qi, ,.". 0
~. u
.~, II
.~
~-8 ~
~-a>.o
~~(
I-I:
c:, ~ (
.~f.
(i)
.....
::::J
o
~
ca
(1)
s-
m
-
ca
.....
~
(1)
E
(1)
s-
CJ
t:
-
~
o
--
-
-
--
:E
o
-
~
~
r;
o
-
--.
-
-
2
oS
.. I!I;
.. 'lIP
., E
1 ~
... tV '.
1'I..eft!
Uc: Ib
o GI
= GI
11II -::."
.. tQ,
IX ~
..~
o ...
II)
.
UIi
:;)
-e
~
...
iI;Qo
e_
'Q........
Qa ~c.,
o
Ii
.s;;;..
.D
M_
-
.-
r;:III
"~,.",,.,'tA
U 2'.j,
~.'~
-s.
....
1:!J.
Nn
a.;
r::::
a
.;.,Q
"..".
o
.;:;;.
m
~m #
crM
u
.:6
:::r
11.
'11
;:;a
-
~
-<
u.;.
ti#
1:;;.-;.
0,
-
....;....,.
"tlo
Jl
-0 I' ~
jil
~,',:
~ .~
O~-
~'*' II
~~~
~40
I"~ :(,
r?; (
'~ ,
(i)
('-
tn
c:
o
--
~
tn
CD
~
a
.~
~
Agenda Item No. 108
September 14, 2010
Page 17 of 17
,-!,{~-;'"
.J ( The Greater Naples Chamoer of Commerce
.". ~
/'~ Serving all of Collier County
August 25,2010
Mr. J ack Wert
Naples, Marco Island, Everglades Convention Visitors Bureau
2800 Horseshoe Drive
Naples, Florida 34104
Re: Support for Uncommitted Funds to be used for Destination Marketing
Dear Jack:
The Greater Naples Chamber of Commerce's Public Policy Committee determined at our August
20th meeting that we support the use of uncommitted funds from the County's Beach Park
Facilities Fund 183 in the amount of $1 ,000,000 be used for destination marketing for a period of
one year. The Public Policy committee feels strongly that the additional funding to support year-
round destination marketing is vital to our community's well being. Visitor spending in our area
represents a significant portion of our local business activity and supports over 31,000 of our
residents in tourism and hospitality industry jobs.
We look forward to working with the Convention and Visitors Bureau, the Tourist Development
Council and the Board of County Commissioners over the next several months in identifying
new s s of destination marketing funding.
'"
Michael V. Reagen
President & CEO
The Greater Naples Chamber of Commerce
& Leadership Collier Foundation
2390 TamiamiTrail North - Suite 210 - Naples, Florida 34103 - Phone (239) 262-6376 - Fax (239) 262-8374 - www.napleschamber.org