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Agenda 12/14/2010 Item #10C Agenda Item NO.1 DC December 14, 2010 Page 1 of 25 EXECUTIVE SUMMARY Recommendation to approve the proposed amendments to Collier County Ordinance 92-60, as amended (Tourist Development Tax) and advertise the proposed amended Ordinance for approval at a future meeting to reduce the Tourism Emergency Reserve Fund 196 ceiling and eliminate the year end sweep of funds from Tourism Administration Fund 194 to Fund 195 and 183, and redirect those funds to Tourism Promotion Fund 184 for tourism destination marketing and authorize all necessary budget amendments. OBJECTIVE: Amend Ordinance 92-60, as amended, to reduce the present Tourism Emergency Reserve Fund 196 ceiling to $1,000,000 and reallocate the current year end fund sweep transfer of Tourism Administration Fund 194 to Tourism Promotion Fund 184 for destination marketing purposes. CONSIDERATIONS: On November 1, 2010 the Board of County Commissioners (BCC) and the Tourist Development Council (TDC) conducted a Joint Workshop to review recommendations to fund year-round tourism destination marketing. Staff presented recommendations from stakeholder groups consisting of area tourism and business community groups and committees in addition to an alternate funding solution presented by staff. Workshop participants directed staff to present the alternate funding proposal to the TDC for consideration and for the TDC to provide its recommendation to the BCC. The staff recommendation to expand tourism destination promotion dollars would amend Ordinance 92-60, as amended, in the following areas: · Lower the Tourism Emergency Reserve Fund 196 ceiling from the current $1,500,000 to $1,000,000. · Amend the Tourism Administration Fund 194 year end sweep that currently transfers surplus funds to Beach Renourishment Fund 195 and Beach Park Facilities Fund 183 and redirect those funds to Tourism Promotion Fund 184 for destination marketing. · Continue the transfer of all interest earned on tourist tax funds to Fund 184 for destination marketing purposes. The estimated impact of the proposed reallocation is approximately $600,000 annually for additional destination marketing. Further details are contained in the attached PowerPoint presentation. The reallocated marketing funds would be used as follows: Agenda Item No. 10C December 14, 2010 Page 2 of 25 Additional Familiarization Trips and Group Event Sponsorships Expanded Public Relations Efforts Domestic & International Website Enhancements Enhanced Social Media Placement $500,000 25,000 25,000 50,000 $600,000 Total: ADVISORY BOARD RECOMMENDATIONS: The Tourist Development Council unanimously (8-0) approved the recommendation at the November 22, 2010 meeting. FISCAL IMPACT: The tables below provide a perspective on the fiscal health of each fund affected by the suggested ordinance amendments as well as the impact on lost revenue within Beach RenourishmentlPass Maintenance Fund 195 and Beach Park Facilities Fund 183. Each affected fund shown below has a satisfactory beginning cash fund balance at October 1, 2010 (the beginning of FY 2011) which exceeds budget and is sufficient to cover capital project or operating contract roll from the FY 10 fiscal year. Impact of Proposed Amendments to Ordinance 2005-43 Transfer Language FY 2011 FY 2011 FY 2011 FY 2011 196 184 195 183 Fund Disaster Recovery Tourism Beach Beach Park Advertising Fund Promotion f~enourishmentlPass Facilities Fund and Maintenance Fund Advertising Fund Fund Type Cost Center Cost Center Capital Project Capital Project Operating Operating Beginning 1,076,500 657,300 26,576,800 10,148,300 Unaudited Actual Fund Balance at 10/1/10 , Unobligated Fund 204,000 218,600 9,472,800 (10,200) Balance Variance over Budget Agenda Item No. 10C December 14, 2010 Page 3 of 25 FY 2011 FY 2011 FY 2011 FY 2011 196 184 195 183 Amendment Proposal will reduce Number 1. advertising reserve Lower trigger on first from six months of priority transfer anticipated sweeping dollars expenses to three from Tourism months in the event Administration and of a declared Overhead Fund 194 emergency from a ceiling of $1,500,000 to In theory, $1,000,000 within advertising dollars the Disaster would not be lost by Recovery reducing the trigger- Advertising Fund simply re-directed to 196 Promotion and Advertising Fund 184 FY 2011 FY 2011 FY 2011 FY 2011 196 184 195 183 Amendment Expected Reduction of $400,000 Reduction of Number 2. increase of to $430,000 in $200,000 to Re-direct secondary $600,000 to revenue annually $220,000 in sweep of dollars $650,000 assuming no need to revenue assuming from Tourism annually in re-fill the Disaster no need to refill the Administration and additional Recovery Advertising Disaster Recovery Overhead Fund 194 advertising bucket. Over a ten Advertising bucket. to Tourism and year cycle of While not a Promotion and promotion renourishment this significant source Advertising Fund dollars on top equates to of dollars to offset 184 instead of the of the regular $4,000,000. Foregone beach access current proportional $2,000,000 revenue could have property split between Beach annual funded annual projects acquisition, Renourishment budget such as various revenue could be Fund 195 and appropriation monitoring applied to the Beach Park requirements; offset various annual Facilities Fund 183 dredging or project maintenance and engineering expense. improvement projects connected with beach access amenities. Agenda Item NO.1 DC December 14, 2010 Page 4 of 25 GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan from this action. LEGAL CONSIDERATIONS: This item has been reviewed by the County Attorney's Office and is legally sufficient for Board action. An amendment to the Tourist Development Tax ordinance requires a super majority vote by the Board of County Commissioners. - CMG RECOMMENDATION: To approve the proposed amendments to Collier County Ordinance 92-60, as amended (Tourist Development Tax) and advertise the proposed amended Ordinance for approval at a future meeting to reduce the Tourism Emergency Reserve Fund 196 ceiling and eliminate the year end sweep of funds from Tourism Administration Fund 194 to Fund 195 and 183, and redirect those funds to Tourism Promotion Fund 184 for tourism destination marketing and authorize all necessary budget amendments. SUBMITTED BY: Jack Wert, Tourism Director Agenda Item No.1 DC December 14, 2010 Page 5 of 25 COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS Item Number: Item Summary: WC Recommendation to approve the proposed amendments to Collier County Ordinance 92-60, as amended (Tourist Development Tax) and advertise the proposed amended Ordinance for approval at a future meeting to reduce the Tourism Emergency Reserve Fund 196 ceiling and eliminate the year end sweep of funds from Tourism Administration Fund 194 to Fund 195 and 183, and redirect those funds to Tourism Promotion Fund 184 for tourism destillation marketing and authorize all necessary budget amendments. (Jack Wert, Tourism Director) 12114/2010900:00 AM Meeting Date: Prepared By Jack Wert Director ~ Tourism Date Tourism T ourisln 12/1/20104:23:08 PM Approved By Jack Wert Director - Tourism Date Tourism Tourism 12/3/2010 12:52 PM Approved By Colleen Greene Assistant County Attorney Date County Attorney County Attorney 12/6/20101:16 PM Approved By OMB Coordinator Date County Manager's Office Office of Management & Budget 12/6/20103:60 PM Approved By Mark Isackson Management/Budget Analyst, Senior Date Office of Management & Budget Office of Management & Budget 12/7/201011:49 AM UOCD 0"-('\1 ~O_ .("-10 o '(0 Z;:Q) E~OJ Q) Q) m ~..oCL -" m - -0" C U Q) " ,-,,0 <( c: fn o l- E .- ~ .., fn 0 .- I- o e t).() Fa.c: -c .- CIJ c: .., o Q,) -c ._ ~ c: ., I- ~ ~ ~ c..= I: ><.,..... 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