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TDC Minutes 04/28/2008 R April 28,2008 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, April 2S, 200S LET IT BE REMEMBERED, that 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 Tom Henning Vice Chairman: Murray H. Hendel Susan Becker Clark Hill Rick Medwedeff Robert Miller Ed (Ski) Olesky John Sorey, III Rod Popoff ALSO PRESENT: Jack Wert, Tourism Director Heidi Ashton, Assistant County Attorney Kelly Green, Administrative Assistant 1 Collier County: April 28, 2008 Page I of2 _................... . .... .... ,- ".- .. .....,...."..... ~ .. .. .. .. .. April 28, 2008 MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 APRIL 28, 2008 9 a.m. Collier County Commission Chambers * Requires TOe Action I. Call to Order - Chairman Henning II. Pledge of Allegiance III. Roll Call IV. Changes and Approval of Agenda v. Approval of TOe Minutes * 1. * R~fo1~9--MM_~ 24._.;woa VI. New Business 1. *t..ituf NaDles Amendment (Category "A") - Jack Wert 2. Str~Initiative Discussion - Jack Wert 3. *FY ;z~'rO_U.MI1I DeDartment Budget - Jack Wert VII. Old Business 1. *C:Jlt..e.9.Iln-:..B~'.Gant.,trite.ri.LClMifi~ - Jack Wert VIII. Staff Report Presentations 1. Section I a. ~d.i..R.-A~,Hng - Cedar Hames b. Klaaes Research ReDort - Walter Klages 2. Sedio,n-.II a. Director's Report - Jack Wert b. Search Engine Report - Jack Wert c. Website Report - Jack Wert d. Int'l Representation Reports - Jack Wert e. Sales Manager Report - Debi Debenedetto f. P.R. Manager Report - JoNel! Modys g. Film Coordinator Report - Maggie McCarty h. Sports Marketing Report - Ralph Pryor i. Phase V - Fulfillment & Call Summary - Ginny DeMas IX. Qgtailed_ Staff~r:t.--5. X. Announcements XI. Audience Input & Discussion http://www.colliergov.net/index.aspx?page=24 23 4/23/2008 Collier County: April 28, 2008 Page 2 of2 XII. Council Discussion XIII. Next Meeting Date/location - May 19, 2008 - 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) 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 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.net/index.aspx?page=2423 4/2312008 April 28, 2008 I. Call to Order - Chairman Henning Chairman Henning called the meeting to order 9:03 a.m. II. Pledge of Allegiance Pledge of Allegiance was recited. III. Roll Call A quorum was established. IV. Changes and Approval of Agenda Mr. Hill moved to approve the agenda. Second by Mr. Olesky. Carried unanimously 9-0. V. Approval of TDC Minutes 1. Regular Meeting March 24, 2008 Ms. Becker moved to approve the minutes of the March 24, 2008 Meeting. Second by Mr. Olesky. Carried unanimously 9-0. VI. New Business I. City of Naples Amendment (Category "A") - Jack Wert Jack Wert, Tourist Director presented the Executive Summary "Recommend approval of Amendment NO.2 to the 2006-2007 Tourism Agreement Between Collier County and the City of Naples for the North Jetty Doctors Pass Rehabilitation Project for time extension for one year until April 1, 2009 and Amendment No.1 to the 2007-2008 Tourism Agreement Between Collier County and the City of Naples for FT 07 Category "A" City of Naples Projects, the North Jetty Doctors Pass Rehabilitation Project for time extension of I year until September 30, 2009." Mr. Sorey stated that the Executive Summary was approved unanimously by the Coastal Advisory Committee and falls within the inlet management scope of the Committee. Mr. Sorey moved to approve the Executive Summary. Second by Mr. Hill. Chairman Henning requested clarification if the Statute allows for the expenditure of funds for this type of use. Mr. Sorey noted this is an extension request of an item previously approved by the Coastal Advisory Committee, Tourist Development Council and the Board of County Commissioners. Heidi Ashton, Assistant County Attorney stated that the Statute allows for two ways to fund these types of expenditures 1) to consider it beach re-nourishment or 2) consider it shoreline enhancement of inlets, lakes and rivers (which terms are not defined in the Statute, allowing the Tourist Development Council and the Board of County Commissioner to make a determination that it qualifies as restoration of inlets, lakes or rivers.) 2 April 28, 2008 Motion carried unanimously 9-0. Break - 9: 14 AM Re-convene - 9:20 AM 2. Strategic Initiative Discussion - Jack Wert Jack Wert provided a Power Point Presentation entitled "Strategic Initiatives Naples, Marco Island, Everglades, and Paradise Coast Tourist Development Council" dated April 28, 2008." He noted the following regarding the Collier County Convention and Visitors Bureau (CVB) which is funded by the Tourist Development Council and Board of County Commissioners. . It is accredited worldwide through the Destination Marketing Accreditation Program (DMAP), they were the first in the State of Florida to be accredited . It was authorized by Board of County Commissioners Resolution 2002-501 . The Mission is to promote year around visitor experiences . Florida Statute 125.0104 establishes authorization for the collection of Tourist Tax Revenue in Florida as well as outlining the operating and organizational procedures of Tourist Development Councils . County Resolution 2006-40 authorizes Staff Travel and Entertainment expenses while conducting Official Tourism Business . The basic tools of business are Advertising, Public Relations, Sales Initiatives, Promotions, Sports and Training Events and Film! Entertainment Initiatives . "Writer Visits" and subsequent printed endorsements are more effective marketing tool than paid advertisements It was noted that the Convention and Visitors Bureau (CVB) has no official relationship with the Naples Winter Wine Festival; however it uses the event as a platform to bring travel or culinary writers, etc. to experience the destination. The same activity is conducted for other events such as the Everglades Food Festival. . The CVB function for the "Writer Visits" is to arrange the itinerary, travel, accommodations, transportation, etc.; these expenses are primarily funded via donations from vendors who receive a publicity value . Staff attends National and International trade shows for face to face selling opportunities and building of relationships . Staff works closely with the hotel partners in the area for direction in exploring opportunities (face to face selling opportunities, etc.) . All the activities provide direct and indirect economic benefits to the area which are tracked statistically The Council recognizes that the Bureau's activities are critical to promoting the area as a destination as well as re-nourishment of beaches, etc. It is important that the public understands these funds are collected and expended via Tourist Taxes as opposed to expenditures via the General Fund. 3 April 28, 2008 It was noted that in 2007 l4.5M Tourist Tax dollars were collected and the Program expends them as follows: 50 % earmarked for Category "A" - Beach Maintenance and Re-Nourishment 34% earmarked for Category "B" - Promotion 16 % eannarked for the support of Collier County Museums and Non - County owned and operated museums. 3. "FY 2009 Tourism Department Budget - Jack Wert Jack Wert provided the Executive Summary entitled "Recommend Approval of Tourism Department Budget for FY 09." Mr. Hendel requested additional information before discussing the Executive Summary. The Council directed Jack Wert to provide any information requested by Mr. Hendel and submit it to the Council for review at the next meeting. Mr. Hendel moved to continue review of the Executive Summary "Recommend Approval of Tourism Budgetfor FY 09" until the next meeting. Second by Mr. Popoff. Carried unanimously 9-0. VII. Old Business 1. "Category "B" Grant Criteria Clarification - Jack Wert Jack Wert provided the Executive Summary "Recommend Approval of Revised Category "B" Grant Application Language to include Marketing Assistance." Mr. Sorey recommended approval of the Executive Summary "Recommend Approval of Revised Category "B" Grant Application Language to include Marketing Assistance" subject to the following modification: Item I, Sponsorship and Event Bid Fees: First Time Events, line #2 to read. "The maximum amount per event is $25,000. " Second by Mr. Medwedeff. A discussion ensued regarding the ramifications of the modification and how this change could possibly affect the overall amount of $50,000 available in this category. It was noted that the Council is not required to issue 100% of amounts requested by individual applicants. Motion carried 5-Yes 4-No; Chairman Henning, Mr. Popoff, Mr. Olesky and Mr. Hendel voted no. VIII. Staff Report Presentations 1. Section I a. Paradise Advertising - Cedar Hames 4 April 28, 2008 In Mr. Hames's absence, Fran Vacarro of Paradise Marketing provided a PowerPoint presentation outlining a monthly review of advertising and maxketing efforts b. Klages Research Report - WaIter Klages WaIter Klages provided a PowerPoint presentation on the "Maxch 2008 Visitor Profile." The Council decided to heax a Public Speaker at this time. Speaker Georgia Hiller, Chairman ofthe North Naples Community Alliance appeaxed before the Council to discuss an Executive Summary scheduled to be heard by the Boaxd of County Commissioners regarding the Vanderbilt Pier and/or related improvements. The Summary requests expenditure for permit and planning of a proposed secondaxy structure to include restrooms, snack bar and observation deck to be located at the end of Vanderbilt Beach Road or in the location of the existing restroom facilities just south of the Road. This proposal is in lieu of the Vanderbilt Pier proposal. She expressed concern, that Staff is by-passing the Tourist Development Council with the Executive Summary Request citing the TDC Category "A" funding policy which states that any use of Category "A" funds with respect to Beach facilities, after having been reviewed by the Parks and Recreation Advisory Board should be reviewed by the Tourist Development Council. She is in favor of concession stands and improvement of the restroom facility but opposes an observation deck and/or construction of a Pier. She requested that the Council review the Executive Summary and deny it. It is for $330,000 to engineer, permit and obtain construction estimates for the proposed facilities. Jack Wert noted that the feasibility study for the Vanderbilt Pier was funded by the Tourist Development Council (TDC); however the TDC has not reviewed the findings of the feasibility study. Mr. Sorey, Tourist Development Council Member and Chairman of the Coastal Advisory Committee noted that this issue is outside the scope of the Coastal Advisory Committee; however it should be reviewed by the TDC. Mr. Sorey moved to request the Chairman of the Tourist Development Council request that the Executive Summary not be placed on the Board of County Commissioners Agenda. Second by Mr. Medwedeff. A discussion ensued on whether or not the TDC has the authority to make this request, the proper procedure of approval of funds distribution within Category "A," the status of the feasibility study and review by the TDC and clarification of the intent and wording of the motion. Georgia Hiller noted the title of the Executive Summary is "Review the results from the recently completed Vanderbilt Beach Recreational Pier Public Workshops and obtain direction from the Board of County Commissioners on how to proceed." 5 April 28, 2008 Further, she stated the proposal was presented to the Parks and Recreation Advisory Board "and Parks and Recreation did not vote on this" and encouraged the members to listen to the tape of the meeting. Heidi Ashton, Assistant County Attorney stated that if the Executive Summary is a "conceptual type" request for direction, it could go directly to the Board of County Commissioners. If it requests an expenditure offunds, it would need to be reviewed and voted on by the Tourist Development Council. It was noted that the feasibility study has not been reviewed by the TDC. Mr. Sorey clarified the motion giving the Chairman the authority on behalf of the Tourist Development Council to review the proposal considered for the Board of County Commissioners. and if appropriate request the County Manager not place it (the Executive Summary) on the agenda, to bring it back to the TDC first. If it is conceptual in nature and the Chairman feels it can move forward not affecting expenditure, it could go forward to the Board of County Commissioners. In any case the Feasibility Study should he place on the next agenda (of the Tourist Development Council). Carried unanimously 9-0. Chairman Henning noted that any item may be placed on the Board of County Commissioners Agenda at the discretion of the County Manager. However, the Agenda does require approval by the Board of County Commissioners. It was noted that no matter the outcome of the Vanderbilt Pier proposal, the Tourist Development Council should review the results of the Feasibility Study. Heidi Ashton, Assistant County Attorney stated that even if the Board of County Commissioners acts on the Executive Summary, any funds expended in this area would require approval of the Tourist Development Council. Chairman Henning left the meeting at 11:30 AM Vice Chairman Hendel Chaired the meeting 2. Section II The following reports were presented by Staff: a. Director's Report - Jack Wert b. Search Engine Report - Jack Wert c. Website Activity Report - Jack Wert d. lnt'l Representation Reports - Jack Wert e. Sales Manager Report - Debi Debenedetto f. P.R. Manager Report - Jonell Modys Angela Bryant provided the Report in absence of Jonell Modys g. Film Coordinator Report - Maggie McCarty Jack Wert provided the Report in absence of Maggie McCarty 6 April 28, 2008 h. Sports Marketing Report - Ralph Pryor Jacqueline Jensen, Sports Marketing Intern noted that the Department received a National Award for their website in the Category of Best Website for a Small to Mid Range Market Sports Council. i. Phase V - Fulfillment & Call Summary - Ginny Demas IX. Detailed Staff Reports See attached reports submitted by Staff. X. Announcements None Xl. Audience Input & Discussion None XII. Council Discussion None XIII. Next Meeting Date/Location - May 19, 2008 - Collier County Government Center, Administration Bldg. F, 3'd Floor, 3301 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 :59 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Commissioner Tom Henning, Chairman These minutes approved by the Board/Committee on as presented or as amended 7