TDC Minutes 05/23/2005 R
May 23,2005
TRANSCRIPT OF THE MEETING OF THE COLLIER
COUNTY TOURIST DEVELOPMENT COUNCIL
Naples, Florida, May 23,2005
LET IT BE REMEMBERED, that the Collier County Tourist Development
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 Fred Coyle
Ron Al bei t
Susan Becker
Robert Dictor
Murray Hendel
Douglas House
David Loving
John Sorey III
Glenn Tucker
ALSO PRESENT: Jack Wert, Director of Tourism
Maria Bernal, Tourist Tax Coordinator
Gail Hambright, Administrative Assistant
Bill Mountford, Assistant County Attorney
Ron J amro, Museum
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5-23-05Agenda
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MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
May 23, 2005
Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, Naples,
Florida 34112
I. Call to Order
II. Roll Call
III. Changes and Approval of Agenda
IV. Approval of TDC Minutes for April 25, 2005
V. Staff Reports
1 . Director's Report - Jack Wert
2. Sales Manager Report - Debi DeBenedetto
3. P.R. Manager Report - JoNell Modys
4. Film Coordinator Report - Maggie McCarty
5. Inquiry Reports
a. Phase V - Fulfillment & Call Summary - Ginny DeMas
b. Golf Pack - Jack Wert
c. Search Engine Report - Jack Wert
6. Paradise Advertising & Marketing - Kerry Durand
VI. Old Business
1. County/City of Naples Beach Renourishment Update
2. Hideaway Beach Renourishment Update
3. Marco South Beach Renourishment/Caxambas Pass Dredging Update
4. Wiggins Pass Dredging Update
5. Tourist Tax Increase Discussion
VII. New Business
1. Change Order Request for $42,300 for T-Groin and Jetty Construction
2. Hideaway Beach Additional Sand Change Order
3. Category C Grant Requests
a. C-1- County Owned & Operated Museums
b. C-2- Non-County Owned Museums - Naples Botanical Garden
4. Category B Grant Requests
a. Swingtime Celebrity Pro-Am Tennis & Golf Tournament
VIII. Miscellaneous
IX. Announcements
X. Audience Input & Discussion
XI. Council Discussion
XII. Next Meeting Date/Location - June 27, 2005 Government Center, Administration Bldg. F, 3rd Floor
All interested parties are invited to attend, and to register to speak and to submit their objections, if any, in writing, to the board prior to
the meeting if applicable.
For more information, please contact Jack Wert at (239) 403-2402.
If you are a person with a disability who needs any accommodation in order to participate in this proceeding, you are entitled, at no cost
to you, to the provision of certain assistance. Please contact the Collier County Facilities Management Department located at 3301 East
Tamiami Trail, Naples, FL 34112, (239) 774-8380.
Public comments will be limited to 5 minutes unless the Chairman grants permission for additional time.
Collier County Ordinance No. 99-22 requires that all lobbyists shall, before engaging in any lobbying activities (including, but not limited
to, addressing the Board of County Commissioners) before the Board of County Commissioners and its advisory boards, register with the
Clerk to the Board at the Board Minutes and Records Department.
http://www.eolliergov.net/tde/5-23-05Agenda.htm
5/1912005
May 23, 2005
I. The meeting was called to order by Commissioner Fred Coyle, Chairman,
at 9:00 AM. Pledge of Allegiance was recited.
II. Roll Call: A quorum was established.
III. Changes and Approval of Agenda:
Under Directors Report: Add Research Report
-Clarification of Emergency Fund amounts
Under New Business: Category "C-2" Non-County Owned Museums - error in
Executive Summary for Naples Botanical Gardens - 30,000 visitors for 2006 not
300,000 and -
Category "B"- Application for Swing time Celebrity Pro-Am - error - $15,000
and not $156,000.
Mr. Tucker moved to approve the Agenda as amended. Second by Ms.
Becker. Carried unanimously 9-0.
IV. Approval of TDC Minutes - Regular meeting April 25, 2005
Ms. Becker moved to approve the minutes of April 25, 2005. Second by Mr.
Tucker. Carried unanimously 9-0.
V. Staff Reports
1. Director's Report - Jack Wert
· Mr. Albeit was welcomed as their new member
· Attended International Pow-Wow
· Website Update (New look)
· BCC approved additional funding for summer advertising in
amount of $500,000 from disaster recovery fund - $450,000 will be
for paid advertising, $25,000 Public Relations, $15,000 Research
& $10,000 promotional
· Tourist Tax collections over $2M
· Fund #196 - analysis of disaster recovery advertising fund - is
separate fund. Gave history of Operating Account and explained
different amounts spent and what is needed.
A lengthy discussion followed on the emergency fund, designating
summer advertising as an emergency, keeping them ready and
separate, and the 4th cent replenishing the account.
Mr. Sorey asked Mr. Wert to show all the accounts associated with
TDC with balances etc.
Research Report for 1st Quarter - A PowerPoint presentation was
given: (Attached) Comparisons of2004 and 2005.
· Number of Visitors is up 16,309
· Expenditures up
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May 23,2005
· Gave visitor origins - European visitor increased
· Purpose oftrips - business and meetings increased
· Summarized 2nd quarter, 2005 may be the same or better
2. Sales Manager Report - Debi DeBenedetto (Attached)
o Many trips - travel agents
o Hosted meeting planners
o Covered new meeting planner guide
o Trade Shows
o Focusing on leisure travel
3. PR Manager Report - JoN ell Modys
o Making personal relationships with Journalists
o Need to be more familiar with the business markets in Europe
o Tourism awards
o Many tours
o Gave publicity highlights
o Talked about software system for PR
4. Film Coordinator Report - Maggie McCarty
o McDonald's shot a commercial in Marco Island
o AAA Auto Insurance shot a commercial in Naples area
o Fahlgren Agency - video
o Scouts in area for summer shoots
o Handed out a Locations Magazine
o Legislation - mentioned increase in incentive package and others
o Launched website
o CD Business card
o Showed CNN "Pulse on America"
5. Inquiry Reports
a. Phase V - Fulfillment & Call Summary - Ginny DeMas
· Graphs and statistics were given with magazines, website activity,
leading countries and the 6 leading states.
b. Golf Pac Inquiries - Jack Wert
. 3 sales packages
c. Search Engine Report - Jack Wert
· Trends, referrals and pay-per-c1ick statistics were given
6. Paradise Advertising & Marketing - Cedar Hames
A PowerPoint presentation on the summer ad campaign was shown:
· Gave Objectives, Strategies and Tactics
· Targeting Orlando and Chicago markets
· Will continue the branding summer campaign aimed at SW FL
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May 23, 2005
· Markets will be an aggressive campaign aimed at group business
4th Percent Marketing Proposal (Attached)
· Gave objectives to expand visitation in summer and fall
seasons
· Gave Strategies and Media Tactics
· Domestic e-marketing
· 4th percent provides unique opportunity to reach leisure, group
& sports marketing prospects.
· Will insure strong visitation for summer, fall & shoulder
season.
Mr. Wert acknowledged the Awards Paradise Marketing has received for various
categories. Mr. Hames explained each to the Committee. (Was not audible on
tape)
BREAK-I0:41 AM
RECONVENED - 10:50 AM
VI. Old Business:
1. County/City of Naples Beach Renourishment Update (Informational
Only)
· Fish & Wildlife Biological opinion still outstanding
· Bidding moved up to June 5 with award by BCC on July 26th.
· Construction scheduled for November 1 st.
· Required to construct artificial reef
2. Hideaway Beach Renourishment Update (Informational Only)
· 40,000 cubic yards of sand needed for project (Due to erosion)
· Weeks Marine in route with dredge - beginning week of May 30th
· Working with Hideaway having weekly meetings
3. Marco South Bech Renourishment/Caxambas Pass Dredging Update
(Informational Only)
· No sea grass evident in the borrow area
· Rescheduled a dive for reassessing area as part of permitting
4. Wiggins Pass Dredging Update (Informational Only)
· Moved 40,000 cubic yards of sand thus far
· Completion date May 31 st
Mr. Sorey mentioned in the future they will be sure to specify a large enough
dredge to accomplish the job. It has not been satisfactory.
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May 23, 2005
Mr. Hendel pointed out Mr. McAlpin was requested at the CAC meeting to
obtain political pressure for the biological opinion on the County /City
Renourishment project. He asked if any progress has been made.
Mr. Wert responded they discussed the situation with the County Manager and if
political pressure was needed, it would be done.
5. Tourist Tax Increase Discussion - Jack Wert
Handed out a recap card of the impacts on Tourism for 2004 (Quick Facts)
Review proposal for increasing the Tourist Tax to 4%,-
Their share of the market is decreasing overall in particular areas. They would
like to do more advertising to get the business back as much as possible.
Workshops have been held in 2003 & 2004 with the BCC on discussions of the
extra penny. They did not have the support of the Hotel Industry at that time.
Mr. Wert gave the percentage breakdown of collections totaling 66% being
brought in by the Tourist Tax at present time.
Category "A" is for Beach Renourishment or Beach Park Facility projects _
50% of first 2% received - 66% total
Category "B" is for promotions, public relations and administrative costs _
23.236% of first 2% received -16% total
Category "c" is for Museums - 26. 764% of first 2% received -18% total
Mr. Wert covered the different counties in SW Florida with many comparisons
to Collier County. An increase to 4% would compare with other destinations and
not put them at a higher level.
A 4% proposal estimates would be: Cat. "A" = $6.6M, Cat. "B" = $1.6M and
Cat. "C" = $1.8M. Several other expenses were covered in his presentation.
Benefits were given with some consisting of more funding for the advertising,
promotions and targeting areas outside Florida.
He gave examples of how it would be split between the Categories and stated it
would require an Ordinance change.
A lengthy discussion followed on questions for clarification on totals for each
category and the emergency fund. The other penny is new money each category
would receive.
Mr. Hendel stated he would not vote or support the 4% the way it was presented.
Mr. Wert pointed out when the tourist tax was first passed the split was 60%
Beaches, and 40% Advertising, Promotions & Events and now it is 16%. It is
very difficult for them to promote and compete in the market place with that
amount and yet they have done well by stretching the funds as much as possible.
They need the summer visitor to keep the people employed in Collier County.
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May 23, 2005
Commissioner Coyle wanted to know what the reasonable expectation of
occupancy rates is during the off season and how much money do they need to get
it.
More concern by the Committee members was expressed.
Mr. Dictor supports the extra penny but not the remainder split.
Mr. Tucker also stated they need the 1 % but did not support funding the
museums and need to fine tune the split.
Mr. Albeit proposed a possible cap on the museums percentage.
Mr. Sorey asked Mr. Wert to get feedback from the Hotels for support. He also
did not favor the museum funding. Also stated it wasn't inappropriate for the
increase of advertising compared to other communities and hope research dollars
are increased. He supports the additional penny and would like to see more funds
for Beach & Inlets as welL
In summary, most favored the additional penny, but not the allocation.
Mr. Sorey moved to give direction to Mr. Wert to bring back a completed staff
report and analysis coordinated by all stakeholders. Also a proposal where the
money would be spent and measure the performance. Second by Mr. Hendel.
Carried unanimously 9-0.
VII. New Business:
1. Change Order Request for $42,300 for T -Groin & Jetty Construction
Need additional funds for time and materials. The biological opinion
asked that the equipment be removed from the beach each day.
Mr. Sorey moved approval of the Change Order #1 to Contract #05-
3744. Second by Mr. Tucker. Motion carries - 8 Yes-l No. (Ms. Becker
voting no)
2. Hideaway Beach Additional Sand Change Order
Additional sand is required due to erosion. Will be reimbursed by
Hideaway.
Mr. Tucker moved to approve the Change Order. Second by Mr. Dictor.
Carried unanimously 9-0.
3. Category C Grant Requests
a. C-l County Owned & Operated Museums - Ron Jamro
Mr. Jamro gave a budget report for 2006. The addition of Naples Depot
has increased projected funding for '06.
Mr. Sorey moved to recommend to the BCC that museums receive their
22%from the Tourist Tax as by Ordinance. .
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May 23, 2005
It was further explained gross allocation for County owned Museums is
22% or ($1,496,000 for Category C-1) and 4.8% for non-County owned
Museums or ($324,000). Second by Mr. Loving
Motion carries 8 Yes -1 No. (Mr. Albeit voting No)
b. C-2 Non-County Owned Museums - Naples Botanical Garden
A report by the Botanical Gardens was distributed. (Attached) Amount
has decreased to $207,100. Much of their funds are going towards
marketing and permanent exhibits.
Mr. Sorey moved to recommend acceptance of staff's recommendation
of $207,1 00 for the 2006 Budget for the Naples Botanical Gardens.
Second by Ms. Becker. Motion carries 8 yes -1 no (Mr. Albeit voted no)
4. Category B Grant Requests
a. Swingtime Celebrity Pro-Am Tennis & Golf Tournament
New event - $15,000. Will take place at New Players Club/Lely Resort.
Golfwill be at Old Cypress Club. It will be televised by Sunshine
Network - will have State wide coverage in Florida. Will not affect the
operating Budget and would come out of Reserve Account #194. Can
approve on a 1 year basis.
Mr. Albeit is in negotiations with this venture; consequently has a conflict
and will not vote. He stated it is a great event, but stated they should
possibly be self-supporting.
Stock Development is their main sponsor and TDC would be their media
sponsor. They will have two 30 second spots in a 90 second ad.
Commissioner Coyle reminded everyone that Committee members or
County Staff can not take advantage of any of the perks mentioned. They
could possibly be used by writers, travel agents etc.
Ms. Becker moved to approve the event for 1 year for $15,000. Second
by Mr. Dictor. Carried 8 for - None against - with 1 abstention (Mr.
Albeit abstained)
VIII. Miscellaneous - None
IX. Announcements - None
X. Audience Input & Discussion - None
XI. Council Discussion
· Ms. Becker - would like to see the ratio of what is given back to the collections
concerning another penny as discussed previously. She stated it seemed they
were '1umping on the band wagon" and it was upsetting.
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May 23, 2005
· Mr. Tucker requested they give consideration to the business items on the
agenda before staff reports and possibly be time certain.
Commissioner Coyle agreed and stated the staff reports are too long and will
address the issue.
XII. Next Meeting Date/Location - June 27, 2005 BCC Chambers
There being no further business for the good of the County, the meeting was
adjourned by order of the Chair at 12:18 PM.
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COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman Commissioner Fred Coyle
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