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TDC Minutes 12/17/2024 1 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING BOARD OF COUNTY COMMISSION CHAMBERS Naples, FL – DEC. 17, 2024 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 9:00 a.m. in REGULAR SESSION at 3299 Tamiami Trail East, 3rd floor, Naples, FL 34112 with the following members present: Commissioner Rick LoCastro, Chair Clark Hill, Vice Chair City Council Member Darrin Palumbo Susan Becker Laura Radler Nancy Kerns City Council Member Michael McComas Council Member Bill Kramer Edward (Ski) Olesky (excused) ALSO PRESENT: Jay Tusa, CVB, Tourism Director Sandra Rios, CVB, PR and Communications Manager Colleen Greene, Collier County Attorney Office, Managing Assistant County Attorney Buzzy Ford, CVB, Digital and Social Media Coordinator Amanda Townsend, Museum Director Kristen Murphy for Paradise Advertising Any person who decides to appeal a decision of the Tourist Development Council will need a record of the proceedings pertaining thereto, and therefore may need to ensure that a verbatim record of the proceedings is made, which record includes the testimony and evidence upon which the appeal is to be based, Neither Collier County nor the Tourist Development Council shall be responsible for providing this record. 1. CALL TO ORDER 2. ROLL CALL 3. PLEDGE OF ALLEGIANCE 4. AGENDA Clark Hill motioned to approve the Agenda Darrin Palumbo seconded Motion passed unanimously 7-0 4a. APPROVAL OF MINUTES NOV. 19, 2024, MEETING Darrin Palumbo motioned to approve the Minutes Nancy Kerns seconded Motion passed unanimously 7-0 2 Bill Kramer arrived at 9:02am setting the quorum to 8 members 5. PRESENTATIONS Jay Tusa There are no presentations 6. TOURISM DIRECTOR REPORT Jay Tusa • October 2024 TDT collections were $1,980,261. bringing the 2024 fiscal year to date total to $48,635,335. Uh, so just give you a little snapshot on some of our visitor data. • Occupancy declined by 3.2% year over year to 47.8%, driven by a 7.2% increase in room nights available that outpaced a 3.7% rise in room nights occupied. Available room nights were driven by Hurricane Ian recovery efforts and recent property openings. • Statistics were distributed in the packet. • The CVB won 2 Adrian Awards through the Hospitality Sales and Marketing Association International. These awards recognize hospitality brands and agencies for creative and innovation in advertising, digital marketing, and public relations. • We won a silver for “Only” Campaign and brand category and a bronze for “Only Paradise Will Do” Canada winter campaign. • Next, I would like to recognize Commissioner LoCastro. This will be his last meeting with us, and I wanted to say thank you so much for your service to this Council over the past year and certainly my past 9 months of being here. It's been an honor and privilege to work with you. You've been a great advocate for tourism and the industry. I have a certificate of appreciation for you that I'd like to present. 7. CONSENT AGENDA None 8. NEW BUSINESS 8a. Recommendation to approve the expenditure of tourism development tax promotion funds to support the upcoming March 2025 trilogy lacrosse event up to $10,000 and make a finding that these expenditures promote tourism. Marissa Baker, Regional Manager for the Paradise Coast Sports Complex Good morning, Council members and Commissioner. I am happy to answer any questions you might have about the Trilogy of Lacrosse. They bring in high school teams for a weeklong camp for 3 weeks March 9th to 28th. The bed tax revenue is about $59,000. We're looking to grant about $10,000 so the return on investment is substantial and aside from that, that doesn't consider the $300,000 in rental, food and beverage, and transportation that they put back into the destination. The money is used for the facility rental cost. Susan Becker made the motion to approve the recommendation. Nancy Kerns seconded Motion passed unanimously 8-0 8b. Recommendation to accept the annual business plan for the Paradise Coast Sports Complex from Sports Facilities Management. Adrian Moses, Sports Facilities Companies presenting as General Manager, Paradise Coast Sports Complex 3 • We have seen some excellent trajectory with our results in terms of our schedule, our booking, the number of events that we've had. The success of 2023, 2024 is because we had access to more fields that allowed us to bring in larger events. Larger events drove more food and beverage sales. • The fields became available to us in October of last year. We were also able to utilize the sand volleyball courts which were part of the U Line development. That provided an excellent addition to our local programming with Collier County Public Schools and a lot of the other high schools using them for their sand volleyball programming. • Our goals in the in this fiscal year, which started in October, are to further increase local programming use, solidify how much we drive through sports tourism with the events that we bring in, become more selective with the types of events that we bring in and then finding ways to be able to utilize the facility more through cultural events. • The financial targets that we've set for ourselves are very much based around the introduction of FC Naples in this fiscal plan. The FC Naples programming has been able for us to develop a schedule of events over the summer where we can expect to see a lot of people come through the stadium for about 16 events in this fiscal year. The other ones will fall in the next fiscal year. We're looking to drive that revenue through food and beverage, and we were recently able to secure our full liquor license. Something that we've been working on for a long time and we're very proud of is the Factory Gym. MSM Performance, led by Lucas Seiler is sponsoring the Factory Gym making it free for Collier County residents as of January 1st in the afternoons and on weekends. It’s a 2-year contract with a 1-year option. • We have attempted to reach media and there was a press release. Chairman LoCastro Send me the press release, and details and a few photos and I’ll put it in my newsletter to 80,000 subscribers. Adrian Moses • A review of the year tracked 62,100 hours of local football, soccer, lacrosse, cheer, and adult and social groups. Thirty-four of the seventy-five sporting events had an economic impact of $47-$49,000,000. • Our financial snapshot, the end of last year is a positive one. We have looked to solidify what we were doing. We hit some record revenue targets; close to over $300,000. over budget with operational profit of $115,000. • Trilogy is one of our largest food and beverage clients with last year’s spending of $16,000. • A new promotional video was presented to the Board. Recommendation to accept the annual business plan for the Paradise Coast Sports Complex from Sports Facilities Management. Clark Hill made the motion to approve the recommendation. Nancy Kerns seconded Motion passed unanimously 8-0 9. OLD BUSINESS None 10. BREAK Not observed 11. MARKETING PARTNER REPORTS 11a. Downs & St. Germain via Zoom Presentation in packet 4 11b. Paradise Advertising Tom Merrick and Ashley Cannon presenting • We’ve contacted Tom O’Reardon with the Ferrari Club of Naples who is putting us in touch with other luxury car clubs. Our plan is to produce a series of videos called like Cars and Culture, Cars and Coffee, and Cars on Fifth and call it Car Culture. It will align with the luxury elite consumer and be featured on your website. The overall objective is to increase awareness of the destination that your area is fine. We're will target these very specific audience segments that we've been targeting, the tried and true letting them know. What we don't want to see is what's happened to other destinations where maybe they're not fine and people don't come for years. We need to get the word out that you guys are great. • All is Perfect in Paradise is going to be the platform and strengthening our ability to reach more consumers with the right message. It launched Dec. 9, 2024. 11c. Erin Murphy, VP Strategic Planning by Zoom Presentation in packet 11d. Enriqueta Balandra, Senior Project Manager, Miles Partnership by Zoom Presentation in packet 11e. Amanda Townsend, Director, Collier County Museums • That amazing outreach number that we did in October 2023 was the result of our attendance at Boo at the Zoo. That is just a wildly popular multi day event, but it is extremely demanding on staff and expensive in candy, so we opted to not participate this year. • Python Hunters Exhibit is at the Museum of the Everglades and Christmas Cottage is at Collier Museum at Government Center. • Beginning January 14th we will be featuring Randy Wayne White’s Everglades. • Portraits of Dementia is extended through January 18, 2025, at the Collier Museum of Government Center. Recommendation to accept the annual business plan for the Paradise Coast Sports Complex from Sports Facilities Management. Clark Hill motioned to approve the recommendation Nancy Kerns seconded Motion passed unanimously 8-0 12. Tourism Staff Reports 13. Council Member Discussion 14. NEXT MEETING DATE January 21, 2025 15. ADJOURNED There being no further business for the good of The County, the Tourist Development Council meeting was adjourned at 11:56 a.m. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL r The Minutes were approved by Chairman Ri LoCastro/Chris Hall Date: 7 % Z.- as presented x or amended