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TDC Minutes 09/28/202036.A.4 September 28, 2020 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, September 28, 2020 LET IT BE REMEMBERED 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 a REGULAR SESSION in Building "F" of the Government Complex, Naples, Florida with the Following members present: Chairman: Commissioner Andy Solis Vice Chairman: Clark Hill Victor Rios Susan Becker Kathleen Brock Ed (Ski) Olesky Amanda Cox (Excused) Michael McCabe Nancy Kerns ALSO PRESENT: Jack Wert, Tourism Director Colleen Greene, Assistant County Attorney Kelly Green, Tourist Development Tax Coordinator Sean Callahan, Executive Director, Corporate Business Operations 1 Packet Pg. 597 COLLIER COUNTY Tourist Development Council AGENDA September 28, 2020 9:00 AM Board of County Commission Chambers Collier County Government Center 3299 Tamiami Trail East, 3rd Floor Naples, FL 34112 Commissioner Andy Solis, Chair Clark Hill, Vice-Chair Susan Becker Amanda Cox Nancy Kerns Kathleen Brock Edward (Ski) Olesky Councilor Victor Rios Councilman Michael McCabe All interested parties are invited to attend, and to register to speak and to submit their objections, if any, in writing, to the Council prior to the meeting if applicable. For more information, please contact Jack Wert at (239) 252-2402. 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 3335 Tamiami Trail East, Suite 101, Naples, FL 34112-5356, (239) 252-8380. Public comments will be limited to 3 minutes unless the Chairma n 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. September 2020 Collier County Tourist Development Council Page 2 Printed 9/23/2020 1. Call to Order 2. Pledge of Allegiance 3. Roll Call 4. Agenda and Minutes A. Changes and Approval of Today's Agenda B. Approval of prior TDC Meeting Minutes 1. July 27, 2020 TDC Meeting Minutes 5. Presentations 6. Consent Agenda - All Matters listed under this agenda item are considered to be routine and action will be taken by one motion without separate discussion of each item. If discussion is desired by a member of the Council, that item will be moved from the Consent Agenda and considered separately under New Business or Old Business. A. Coastal Zone Management B. Beach Park Facilities 1. Recommendation to approve one (1) Collier County Tourist Development Council Grant Application for Beach Park Facilities for Fiscal Year 2020 in the total amount of $165,000 dollars and to make the finding that the project expenditures promote tourism. C. Tourism Division 7. New Business A. Recommendation to approve the use of Tourist Development Tax Promotion Funds to support the upcoming November 2020 Sports Tourism Event up to $7,000 and make a finding that this expenditure promote tourism. B. Recommendation that the Tourist Development Council approve an Agreement with the United Arts Council of Collier County in support of achieving the strategies outlined in the Collier County Arts & Culture Strategic Plan, and make a finding that this expenditure promotes tourism. C. Recommendation to award an agreement for Request for Proposal (“RFP”) 20-7775, “Tourism Marketing and Promotions,” to Paradise Advertising and Marketing, Inc.; and make a finding that this action promotes tourism. September 2020 Collier County Tourist Development Council Page 3 Printed 9/23/2020 D. Recommendation to approve the Fiscal Year 2020-21 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this plan promotes tourism. 8. Old Business 9. Council Member Discussion 10. Marketing Partner Reports A. Marketing Partner Report 11. Tourism Staff Reports A. Tourism Staff Report 12. Detailed Staff Reports 13. Next Scheduled Meeting A. Next Meeting Date - October 26, 2020 14. Adjournment 36.A.4 September 28, 2020 Any persons in need of the verbatim record of the meeting may request a copy of the video recording from the Collier County Communications and Customer Relations Department or view online. The venue was a hybrid meeting with attendance in the Boardroom and via Zoom. 1. Call to Order — Commissioner Solis Commissioner Solis called the meeting to order at 9:OOAM 2. Pledge of Allegiance The Pledge of Allegiance was recited. 3. Roll Call A quorum was established. 4. Agenda and Minutes A. Changes and Approval of Today's Agenda Mr. Olesky moved to approve the Agenda subject to adding Item 4.B.2 — Special Meeting July 8, 2020. Second by Ms. Becker. Carried unanimously 8 — 0. B. Approval of prior TDC Meeting Minutes 1. Regular Meeting July 27, 2020 Ms. Becker moved to approve the minutes of the July 27, 2020 meeting as presented. Second by Mr. Rios. Carried unanimously 8 - 0. 2. Special Meeting July 8, 2020 Ms. Becker moved to approve the minutes of the July 8, 2020 Special Meeting as presented. Second by Mr. Rios. Carried unanimously 8 - 0. 5. Presentations/Public Comment - (3 minutes each) None 6. Consent Agenda All matters listed under this agenda item are considered to be routine and action will be taken by one motion without separate discussion of each item. If discussion is desired by a member of the Council, Q that items) will be moved from the Consent Agenda and considered separately under New Business or N Old Business. o, A. Coastal Zone Management o None c m B. Beach Park Facilities E 1. Recommendation to approve one (1) Collier County Tourist Development Council Grant U Application for Beach Park Facilities for Fiscal Year 2020 in the total amount of $165,000 Q dollars and to make the finding that the project expenditures promote tourism C. Tourism Division None 2 Packet Pg. 598 36.A.4 September 28, 2020 Ms. Becker moved to recommend the Board of County Commissioners approve Item 6.B on the Consent Agenda and finds the items promote tourism. Second by Mr. Rios. Carried unanimously 8-0. 7. New Business A. Recommendation to approve the use of Tourist Development Tax Promotion Funds to support the upcoming November 2020 Sports Tourism Event up to $7,000 and make a finding that this expenditure promote tourism. Mr. Wert presented the above referenced Executive Summary noting: • The event is the Naples Invitational (BDG, LLC) scheduled for November 23-28, 2020 for the first time at Community School of Naples. • It's a men's collegiate (Division I) basketball tournament previously held for the last four years in Nassau, Bahamas but due to the pandemic an alternate location was sought for the event. • It is projected to attract 8 collegiate teams, 240 participants and generate 700 room nights in the County with direct visitor spending of $310,686 and TDT revenue of $6,825. • The funds will be utilized for facilities rentals. Mr. Hill moved to recommend the Board of County Commissioners approve the use of Tourist Development Tax Promotion Funds to support the upcoming November 2020 Sports Tourism Event up to $7,000 and finds this expenditure promote tourism. Second by Ms. Kern. Carried unanimously 8 — 0. B. Recommendation that the Tourist Development Council approve an Agreement with the United Arts Council of Collier County in support of achieving the strategies outlined in the Collier County Arts & Culture Strategic Plan, and make a finding that this expenditure promotes tourism. Mr. Callahan and Laura Burns of the United Arts Council presented the above referenced Executive Summary. They presented a PowerPoint "United Arts Council Agreement —September 28, 2020 "noting: • Arts and Cultures is a $108 million industry in Collier County that supports approximately 3,000 full-time equivalent jobs generating $10.8 million in local and state government revenues. • Under this Agreement, the UAC will collaborate with the County in the achievement of the economic and tourist development goals and objectives related to arts and culture. • The recommendations include: • Assigning the State of Florida designated Local Arts Agency as the County's official cultural agency, which is currently the United Arts Council of Collier County. • Establishing a contract for services with defined roles, goals, funding and accountability for the County and the Local Arts Agency. • There are 6 deliverables associated with the agreement: I . UAC Collier County Cultural Calendar Management. 2. Quarterly Meetings with Collier County's Arts & Cultural Partners. 3. Establish a Collier Cultural Concierge Program. 4. Develop a County Public Art Program Template in Cooperation with the CRA. 5. Develop a Cultural Community Space. 6. Establish and Manage a Cultural Trust Fund for Private Donations. a 3 Packet Pg. 599 36.A.4 September 28, 2020 • Funding sources include the request for use of $50,000 in Tourist Development Tax funds, $75,000 from the Community Redevelopment Agency and establishing a Cultural Trust Fund. During Council Member discussion, the following was noted: • Private fund raising for the trust fund will be a collaborative effort between the United Arts Council (UAC) and partners with the goal of matching the public funding the first year. • The Bayshore Arts Festival is designed to bring awareness to the area and help support local programs. • Coordination with Collier County Museums is anticipated by leveraging their events and coordinating their calendar and objectives. • The UAC recently merged with CAPA (Cultural and Performing Arts). • The Bayshore Gateway Triangle CRA is developing a Public Arts Master Plan featuring public arts. There will be an Advisory Board established to bring recommendations forward on public arts projects to be approved. • Consideration be given to determining if any carry forward funds or museum excess museum grant funds may be utilized the funding request. Mr. Wert noted these funds are generally earmarked for the Non County Owned Museums. Ms. Becker moved to recommend the Board of County Commissioners approve an Agreement with the United Arts Council of Collier County in support of achieving the strategies outlined in the Collier County Arts & Culture Strategic Plan and finds the expenditure promotes tourism. Second by Mr. Olesky. Carried unanimously 8 — 0. C. Recommendation to award an agreement for Request for Proposal ("RFP") 20-7775, "Tourism Marketing and Promotions," to Paradise Advertising and Marketing, Inc.; and make a finding that this action promotes tourism. Mr. Wert presented the above referenced Executive Summary noting: • The RFP was sent to 12, 000 firms and 7 proposals were received for the services. • A Selection Committee was convened who unanimously recommended Paradise Advertising and Marketing, Inc. be awarded the contract. • The first year of the agreement will consist of an annual $400,000 service fee based on an annual marketing and advertising budget of $4 million. • A $150 flat hourly rate will apply to all creative functions not covered by the service fee and each project will be estimated and pre -approved • In the initial term and in subsequent years of this agreement, Paradise will invoice for time and material services on all media and production projects at net with no markup. • In the initial term and in subsequent years of this agreement, Paradise will invoice the County monthly a fixed service fee in twelve (12) equal installments of ten (10) percent of the Board approved annual Tourism Division budget for marketing and advertising. • For this fixed monthly service fee, Paradise Advertising and Marketing, Inc will provide on average an estimated two -hundred twenty-two (222) hours per month of services covered by that service fee. Mr. Rios moved to recommend the Board of County Commissioners award an agreement for Request for Proposal ("RFP") 20-7775, "Tourism Marketing and Promotions," to Paradise Advertising and Marketing, Inc and finds the action promotes tourism. Second by Mr. Hill. Carried unanimously 8 — 0. a Cl Packet Pg. 600 36.A.4 September 28, 2020 D. Recommendation to approve the Fiscal Year 2020-21 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this plan promotes tourism. Mr. Wert presented the above referenced Executive Summary noting: • The plan was developed through monthly meetings with hotel sales and marketing staff; quarterly roundtable meetings to discuss strategies and new marketing techniques with hotels, attractions, shopping, restaurants; monthly reports on market conditions from Research Data Services; secondary research; input from International reps and the Annual Marketing Summit (August 2020). • The plan includes vision, mission and value statements; an overview of tourism industry conditions; research and data driven insights; marketing goals, objectives, strategies and tactics. The goals include mitigating the decline of tourism and related economic impact; creating sustainable tourism value for visitors, partners and residents; developing confidence in travel to the area and maintaining the area's brand. It targets leisure travelers, groups meeting planners and travel trades and provides new creative strategies to address current conditions of the pandemic. Messages include "Only Paradise Will Do " aimed at those who are ready to travel again and the "Paradise Pledge" which encourages local businesses to adopt policies and procedures designed to help protect area residents and visitors from the further spread of COVID-19. Ms. Becker moved to recommend the Board of County Commissioners approve the Fiscal Year 2020-21 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and finds the plan promotes tourism. Second by Mr. Rios. During Council discussion, the following was noted: • The logo depicting a handshake should be changed given the focus of the plan and current state of the pandemic. Options suggested included using a "fist bump" or other symbols. Staff noted they would review the image and make changes as necessary. • Consideration be given to ensuring there is a contingency plan in the event of a vaccine being readily available. Mr. Wert noted the goal would be to return to the previous campaign of "Vacation Well" which could be undertaken relatively quickly. • Staff is forecasting a reduction of Tourist Tax revenues of 25 percent from 2020 to 2021. Flexibility is built into the plan should changes in revenue be encountered. • There is $500,000 of emergency funds previously approved for use by the Board of County Commissioners for the upcoming fiscal year. Motion carried unanimously 8 — 0. 8. Old Business None 9. Council Member Discussion Mr. Olesky supports the concept of revising the handshake image in the Strategic Marketing Plan to a "fist bump." Ms. Becker reported marketing the "Paradise Pledge" on TV and including the residents as part of the Strategic Marketing plan are favorable concepts. a 5 Packet Pg. 601 36.A.4 September 28, 2020 Ms. Kerns recommended Members and the public research Amendment 2 on the ballot which proposes an increase in the minimum wage over a series of years and its impact on the hospitality industry before casting a vote. Mr. Hill queried if the "Paradise Pledge" is being marketed outside the area with Mr. Wert confirming it is. He also recommended continued considerations be given to regulating the short term vacation rental market. Ms. Brock queried if "Paradise Pledge " decals are being issued to applicable area businesses with Mr. Wert noting the stickers are in production. She also reported the 2020 Seafood Festival in Everglades City has been cancelled due to the pandemic. Mr. McCabe noted the Naples City Council has approved moving forward with removing the beach outfall pipes. He noted the area from Doctors Pass to Lowdermilk Park this year but study needs to be undertaken to determine measure needed to be taken to address the areas southerly given re -nourishment of this area hasn't occurred since 2013 — 2014. The areas beach template has narrowed significantly which has an impact on tourism. Commissioner Solis recommended a TDC meeting be held at the sports complex at some point in the future. He queried on the demand for hybrid group meetings with Mr. Hill and Mr. Wert reporting the requests at this point are generally on site meetings with proper precautions in place for the attendees and employees. 10. Marketing Partner Reports These reports (Marketing Partner Reports - Research Data Services, Paradise Advertising & Marketing, Inc., LHG (Lou Hammond Group), Collier County Tourist Tax Collections, Miles Partners - Website Activity, Digital & Social Media- Paradise Advertising, Book Direct, County Museums) are provided to TDC members on the digital link above to the County website. The Research Data Services report will be presented on a monthly basis, and the other reports will be presented at TDC meetings on an as needed basis. TDC members may request a presentation by the Marketing Partner representative or by Tourism staff at each TDC meeting. A. Research Data Services —Anne Wittine B. Paradise Advertising -Rudy Webb C. Lou Hammond Group — Carlyn Topkin D. Collier County Tourist Tax Collections — Jack Wert E. Miles Partners — Website Activity — Kate Bradshaw F. Digital & Social Media- Paradise Advertising and Zebra Brazil - Jack Wert G. County Museums —Amanda Townsend 11.Tourism Staff Reports Mr. Wert provided the activity reports as necessary (Tourism Staff Reports - Director, Group Sales, Leisure & Travel Trade Sales, Special Markets, Sports Marketing, Public Relations & Communications, Film Office, International Representatives, Visitor Centers)are provided to TDC members on a digital link to the County website and will be presented to the TDC on an as needed basis TDC members may request a presentation by Tourism staff members at each TDC meeting. A. Director B. Group Sales C. Leisure and Travel Trade Sales D. Sports Marketing E. Public Relations & Communications F. Film Office G. International Representatives H. Visitor Centers a T Packet Pg. 602 36.A.4 September 28, 2020 12. Detailed Staff Reports A. Detailed Staff Reports Submitted 13. Next Scheduled Meeting Date/Location — October 26, 2020 — 9:00 a.m. Collier County Government Center, Administration Bldg. F, 3rd Floor, 3299 East Tamiami Trail, Naples, Florida 34112 There being no further business for the good of the County, the meeting was adjourned by order of the chair at 11:26 A.M. COLLIER CO Chairman, Commis These minutes approved by the Board/Committee on amended X Andy Solis 10/26/20 COUNCIL as presented or as c as E U 2 r a 7 1Packet Pg. 603