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TDC Minutes 02/26/2007 R February 26,2007 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, February 26, 2007 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 a.m. in REGULAR SESSION in Building "F" of the Government Complex, Naples, Florida, with the following members present: Chairman: Commissioner Jim Coletta Susan Becker Murray H. Hendel Clark Hill Rick Medwedeff (excused) Robert Miller (absent) Ed (Ski) Olesky John Sorey III E. Glenn Tucker ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Project Manager Heidi Ashton, Assistant County Attorney Kelly Green, Administrative Assistant Collier County: February 26, 2007 Page 1 of2 February 26, 2007 MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 February 26, 2007,9 a.m. Collier County Commission Chambers * Requires TDC Action I. Call to Order II. Pledge of Allegiance III. Roll Call IV. Changes and Approval of Agenda V. Approval of TDC Minutes * 1. * Rg9yJMMeetiog )jlJluarY1.6, 2007 VI. New Business 1. Cate9-QrY"B''-y_rant Alu~licatiQn-Inte1"l'Iatioo_aJ Tem'lisGrQYP VII. Old Business 1. Mar~SoYthJ~eachReO_~Yrisbment LC<;Ixambas PjlS$ [2redging U-R-cfjlte 2. Clam Pass_Beac:;b Pa-,"-'~_Rem:B.lrishmentJ CI!;Im Pas_s_Dre~glog Update 3. WiggimLP!;IS!iLOreclgiog Updiiite 4. ArtjJlciaLReefll'!formatiol'l_Update 5. C....ildrel1s MYseum Status Report VIII. Staff Report Presentations 1. SectiQI7 1 a. Paradise Advertising - Cedar Hames b. New Television Spots 2. Seg!on ~I a. Director's Report - Jack Wert b. Smith Travel Report - Jack Wert c. Search Engine Report - Jack Wert d. Website Results Report - Jack Wert e. Sales Manager Report - Debi Debenedetto f. P.R. Manager Report - JoNell Modys g. Film Coordinator Report - Maggie McCarty h. Sports Marketing Report - Ralph Pryor http://www.colliergov.netlindex.aspx?page= 1710 2/20/2007 Collier County: February 26, 2007 i. Phase V - Fulfillment & Call Summary - Ginny DeMas IX. Detailed staff ReJHtrts X. Announcements XI. Audience Input & Discussion XII. Council Discussion XIII. Next Meeting Date/Location - March 26, 2007 - Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 XIV. Adjournment 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.colliergov.netlindex.aspx?page=1710 Page 2 of2 2/20/2007 February 26, 2007 I. Call to Order The meeting was called to order by Chairman Commissioner Jim Coletta at 9:05 a.m. II. Pledge of Allegiance Pledge of Allegiance was recited. III. Roll Call A quorum was established. IV. Changes and Approval of Agenda Under "New Business - Category "B" Grant Application," Jack Wert will provide additional information from the International Tennis Group. The following comments were made: Susan Becker would leave at 1 0:30 AM; The report of Gary McAlpin concerning the Keewaydin study regarding future transportation will be presented at a later date, after it has been reviewed by Parks and Recreation Commissioner Coletta asked if the agenda was approved as amended. Seconded by Mr. Hill. Carried unanimously 6-0. V. Approval ofTDC Minutes - Regular Meeting of January 16, 2007 Ms. Becker moved to approve the minutes for January 16,2007. Seconded by Mr. Hill. Carried unanimously 6-0. VI. New Business 1. Category "B" Grant Application - International Tennis Group Mr. Wert stated the current year application for the April event is "out of cycle," but the A TP Challenger tennis event is going to be held on a yearly basis at the Naples Bath and Tennis Club. He further stated the purpose of the tournament is to provide the younger, less experienced tennis player with exposure to playing in professional events. The ITG is requesting $25,000 for promotion of the event in out-of-area locations. Ms. Becker voiced her concern about the lateness of the application, especially since no County assistance was needed for the November, 2006 event. Mr. Wert reported the TDC had been contacted by ITG last fall regarding the November event. At that time, he suggested that ITG hold the event without assistance in order to establish a track record in Collier County. He introduced Peggy Sea1fon, Marketing Director for lTG, to answer any questions. Ms. Sealfon was questioned regarding the $320 entry fee. She stated the entry fee applied only to the players, and not the general public. The players provide their own airfare. There 2 February 26, 2007 are raffles offered in Ecuador to residents. The winner will receive air fare and hotel as the pnze. Mr. Wert stated that if the County assists with funds for this year's promotion, ITG will be able to reach more markets and generate more interest/attendance. He mentioned the contract will require tracking of room nights and participation by attendees in other local activities (i.e., shopping, restaurants). He also stated that Easter will be early this year and hotel rooms will be available. He stated that TDC funds will not be used for the raffle prize, but to promote the raffle and for other advertising which also promotes Naples. He further stated that tennis and its enthusiasts fit into the demographic profile for Naples. Mr. Hendel moved to approve the grant application. It was seconded, but a question was raised by Mr. Olesky. Mr. Olesky asked if the grant money would be used solely for advertising, and not for airline tickets for the players, and Peggy SeaIfon reiterated the funds would be used for advertising, printing fliers, on-court signage, general packaging of information. The Chairman ascertained the Motion had been made, and seconded. Motion was carried, 5-1. Ms. Becker remained opposed. VII. Old Business 1. Marco South Beach Renourishment/Caxambas Pass Dredging Update Mr. McAlpin reviewed project goals: to deepen Caxambas Pass, and use the sand removed from the dredging on the beach. Both goals have been accomplished and the contract has been completed. The channel itselfis in the process of being remarked in cooperation with the City of Marco and the Marco Waterways Committee. 2. Clam Pass Beach Park Renourishment/Clam Pass Dredging Update Mr. McAlpin stated the goals of this project were to dredge the Clam Pass Beach Park for tidal flushing for the mangroves and to take the material and add it to the County Park. The project is approximately 40% complete to date. It is anticipated the project will be completed by April 1, 2007. 3. Wiggins Pass Dredging Update Mr. McAlpin stated that the first part of this project was to dredge exterior of the pass and to place the recovered material on Delnor- Wiggins Pass State Park Beach to renourish the beach. The second part was to dredge the interior channel for safety and navigation. The recovered material was placed on the beach at Barefoot Beach Preserve County Park. This project has been completed. The channel will be remarked in cooperation with local residents and the Estuary Conservancy. 4. Artificial Reef Information Update Mr. McAlpin reminded the Committee that the Department of Environmental Protection required the building of a one-acre artificial reef with very specific requirements. The DEP has approved the materials to be used. Approximately 1500 boulders will be placed within the 3 February 26,2007 reef area. The first load of boulders is being moved into position. The project should be completed before the beginning of hurricane season. Mr. McAlpin answered questions concerning the hand-placement of the boulders on the reef by divers and the identification of each boulder by GPS coordinates, as specified by the Department of Environmental Protection. 5. Children's Museum Status Report Mr. Wert stated the Committee had recommended a grant to the Children's Museum to fund a traveling exhibit and preview center. No work related to the grant has been completed at this point. The traveling exhibit is scheduled to be on the road from April 1, 2007 through September 1, 2007. The Grant may carryover into next year since very little of these funds will be spent this year. VIII. Staff Report Presentations Section I: (a) Paradise Advertising - Cedar Hames Clint Arlington, Paradise Advertising and Marketing . Reviewed several print advertising projects including co-op advertising, ads targeting meetings, and "other" . "Niche" pages have been developed which target golf, and are also being developed for wedding packages, spa packages, and boating. . "Cold Snap" campaign was reviewed; target markets include Boston, New York City, Philadelphia, Chicago, Cleveland and St. Louis (b) Television ads - Dave DiMaggio, Paradise Advertising and Marketing . Market has changed; also targeting Spanish-speaking market . Slogan: "Florida's Last Paradise" remains, but is refreshed . Now defined through visitor's eyes and experience . New single-subject ads have tested well according to recent focus group reports Section II: (a) Director's Report - Jack Wert . Tourist tax collected - very similar to 2006 figures - above projections . Klages Research - Statistics positive for 2007 (b) Smith Travel Report . Occupancy is up for destination and for the upscale group of properties . Average Daily rate and RevP AR were up also . Performance for the first month of season is very good (c) Search Engine Report . Recommendations to assist search engines "key words" to locate our site more easily (d) Web site Results Report 4 February 26,2007 . Significant increase in visitors to our website - people who searched and spent time viewing, and detailed most active days for inquiries RECESS: lO:35AM RECONVENED: lO:47AM Proposal to the TDC Mr. Wert proposed examining a specific objective during future meetings to obtain input from each Council member as a brain-storming session to determine not only possible changes for the remainder of this year, but to give staff a perspective of how to proceed for the coming year. He suggested that next month the Council could review the first objective, "Defining Unique and Desirable Brand." He would ask the agency to present an overview of how the brand is performing. He stated it would be helpful to hear the point of view of the Council members, and he would like to add it as an agenda item for each month. IX. Detailed Staff Reports ( e) Sales Manager Report - Debi Debenedetto, presented by Niccole Haschak, Sales and Marketing Assistant . In January, 20 requests for proposals were sent to hotel partners . 7,247 room nights were booked by one company - the lead was generated through direct contact by Ms. Debenedetto with a meeting planner whom she met while attending a conference . General inquiries have increased; and an increase in trade show planners . "Sea shell fortune" is the new promotional item - "We will be meeting soon in Paradise" . Special Booking: Destination Marketing Association, International Group, has chosen Naples for its annual CEO Forum in May, 2008 (60 domestic and international CEOs will attend) (f) P.R. Manager Report - JoNell Modys . In February, The New York Times ran a story on the HSMAI gold medal won by the Bureau . Worked with the travel editor for Woman's World Magazine (circulation: 1.6M +) on a two-page color publicity feature that utilized the branding name, "Discover the Paradise Coast," and mentioned Naples, the Corkscrew Swamp Sanctuary, Marco Island, and several local events including the Naples Wine Festival . Met with Editor of Big Apple Parent Magazine - the resulting story featured the nature of the Naples area as a lure for family vacations, and appeared in four issues including the West Chester Parent (g) Film Coordinator Report - Maggie McCarty . Sports Stuff utilized the North Collier Regional Water Park as a background for a recent photo shoot . SteinMart, Silouettes, Centex Homes also had photo shoots in the Naples area . A production team for a potential TV pilot, "Hurricane Chad," is very interested in 5 February 26,2007 filming in the Naples area and has been impressed by the variety of locations . Working with Film Florida, monthly ads are placed in industry publications to advise filmmakers and studios that money and incentives are available to film in the Naples area . Has begun cataloging images through "Reel Scout," and has received requests directly from that effort with good feedback . Will host the first annual fish fry in downtown Austin, TX for the benefit of Texas filmmakers (h) Sports Marketing Report - Ralph Pryor . 1 st quarter of fiscal year - partnered with Lee County for the Senior Softball USA Winter Nationals - 300 visitors; economic impact was estimated at approximately $150,000 . For this quarter, 14 events are scheduled; over 10,000 visitors are anticipated with spending impact for the area estimated at approximately $800,000 and potential tax revenues generated of approximately $10,000 . Athletic events represent approximately 25 % use of the facility (i) Phase V - Fulfillment & Call Summary - Ginny DeMas . Statistics for 2007 calendar year: total inquiries 6,199 (less than January, 2006) . Leading states: Florida, New York, Georgia, Illinois, Ohio, and Tennessee . Countries: USA, Canada, England, India, and Germany . 5,113 Special mailings; 45 press kits; 13 hotel accommodations . Website: 367,112 hits (increased 88,241 from January, 2006) . Unique visits: 94,903 (January, 2006 - 40,137) X. Announcements - NONE XI Audience Input & Discussion - NONE XII. Council Discussion - NONE XIII. Next Meeting Date/Location - March 26,2007 - Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 Tamiami Trail, Naples, Florida 34112 There being no further business for the good of the County, the meeting was adjourned by the order of the Chair at 11 :30 AM. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Chairman Jim Coletta These Minutes were approved by the Chairman on presented , or as amended ,2007, as 6