TDC Minutes 10/27/2008 R
October 27,2008
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, October 27,2008
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 (Absent)
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Colleen Green, Assistant County Attorney
Kelly Green, Administrative Assistant
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Collier County: October 27, 2008
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October 27, 2008
MEETING AGENDA 8< NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail,
Naples, Florida 34112
OCTOBER 27, 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.eaular MeetinG June 23..,z..oo..a
VI. New Business
1. FEMA Survey Results_
2. Wiggins Pass/Doctor's Pass Dredaina URdjl.t~L
3. .I::t.e..i..Ith Dune Proar.IDn
4. !'_Work Order Monitorina,"n~
5. *DelnoLWiaains State...park ProDoSi.1
6.*FY 09 Strateaic Marketi!l9-.E'fin
7. Cultural Tourism Task Force~
VII. Old Business
1. Ilia CVDress Documentar'y..UDdate - In~o[mation OnJy
VIII. Staff Report Presentations
1. Section I
a. KlaGes Research ReDort
2. Section U
a. Director's Report - Jack Wert
b. Search Engine Report - Jack Wert
c. Website Report - Jack Wert
d. Sales Manager Report - Debi Debenedetto
e. P.R. Manager Report - JoNel! Modys
f. Film Coordinator Report - Maggie McCarty
g. Sports Marketing Report - Ralph Pryor
http://www.colliergov.net/index. aspx ?page=2 5 3 4
10/23/2008
. - ---..-.-"---~..__...".~__.._,.._.._'"_____,.~.__o __~,.._.~.._~~
Collier County October 27, 2008
Page 2 of2
h. Phase V - Fulfillment &. Call Summary - Ginny DeMas
IX. Detailed Staff ReDorts
X. Announcements
Xl. Audience Input 8r. Discussion
XII. Council Discussion
XIII. Next Scheduled Meeting Date/Location - November 24, 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) 714-8380.
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=25 3 4
10/23/2008
October 27,2008
I. Call to Order - Chairman Henning
Chairman Henning called the meeting to order 9:00 a.m.
II. Pledge of Allegiance
Pledge of Allegiance was recited.
Ill. Roll Call
A quorum was established.
IV. Changes and Approval of Agenda
Mr. Hendel moved to approve the agenda. Second by Mr. Sorey. Carried
unanimously 8-0.
V. Approval ofTDC Minutes
1. Regular Meeting June 23, 2008
Ms. Becker moved to approve the minutes subject to the following correction:
Page 8, paragraph 5, line 1 - from "Funding more resources in the international
and European markets was recommended." to "Mr. Medwedeffrecommended
funding more resources in the International and European markets (utilizing
emergency funds, etc.)"
Second by Mr. Olesky. Carried unanimously 8-0.
VI. New Business
1. FEMA Survey Results
Gary McAlpin, Coastal Zone Management Director presented the Executive
Summary "FEMA Survey Results" dated October 27,2008 highlighting the
following:
· A survey of the damages to Collier County beaches caused by Tropical
Storm Fay has been completed.
· Staff is in the process of attempting to obtain funds from FEMA (via a
Grant) to assist in repairing the beach damage.
· FEMA Grant Application will require a recommendation request for the
Coastal Advisory Council, Tourist Development Council and approval by
the Board of County Commissioners.
· Time line for the completion of the work will be 1- 2 years based on
funding approvals, re-dcsign considerations (if any), etc.
2. Wiggins PassfDoctor's Pass Dredging Update
Gary McAlpin presented the Executive Summary dated October 27,2008 and
noted the following:
· Wiggins Pass is currently on a 2-3 year dredging cycle slated for 56,000
CY +/- of sand removal
· Doctors Pass is on a 3-4 year dredging cycle slated for 36,000 CY +/- of
sand removal.
· When available, the Contract for approval of the work will be placed on
a future agenda.
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October 27,2008
3. Healthy Dune Program
Gary McAlpin presented the Executive Summary "Share recent dune
performance from Tropical Storm Fay andfuture steps that the CAC can
undertake to improve dune performance" dated October 27, 2008 and noted the
following:
· Photographic evidence taken on the day of Tropical Stonn Fay indicated
the effectiveness of previously planted dunes in stabilizing beach sand.
· Stabilized dunes also protect wildlife habitat and upland structures.
· No County "Dune Policy" is in effect at this time.
· A fonnal "Dune Policy" would be effective in minimizing future
shoreline damage.
· Coastal Advisory Committee (CAC) has directed Staff to assemble
infonnation regarding a possible policy, which would be presented to
the CAC, the Tourist Development Council and Board of County
Commissioners in the future.
4. Work Order Monitoring
Gary McAlpin presented the Executive Summary "Recommend TDC approval of
Work Orders CPE-FT-3902-08-08 ($98,589); CPE-FT-3902-08-09 ($36,321) and
CPE-FT-3902-08-10 ($23,522.50) under Contract 06-3902 with Coastal
Planning and Engineering for time and material not to exceed value of
$158.432.50 (Project 195-905363)" dated October 27,2008. He noted the work
is for data analysis as a follow up to completed fieldwork.
Mr. Sorey moved to approve the Executive Summary ""Recommend TDC
approval of Work Orders CPE-FT-3902-08-08 ($98,589); CPE-FT-3902-08-09
($36,321) and CPE-FT-3902-08-JO ($23,522.50) under Contract 06-3902 with
Coastal Planning and Engineering for time and material not to exceed value of
$158,432.50 (Project 195-905363)" dated October 27, 2008. Second hy Ms.
Becker.
Chairman Henning asked if the subject matter of cost differences was discussed
by the Coastal Advisory Committee (CAe.)
Mr. Sorey clarified the CAC questioned ifin today's economic market, could
better pricing be obtained by "packaging" the work. It was recognized it is an
existing Contract restricted by approved hourly rates by the Purchasing
Department.
Gary McAlpin noted the Contract is from 2005. The current request for future
work is for the contractor (consultant) to provide monitoring for all beaches
combined under a separate Contract.
Motion carried unanimously 8-0.
5. Delnor Wiggins State Park Proposal
Gary McAlpin presented the Executive Summary "Recommend TDC approval of
the September 11, 2008 proposal (WO No. JE-FT-4153-08-06) from Johnson
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October 27,2008
Engineering to provide Engineering, Design and Permitting Services for the
Entrance Road and Parking Capacity Improvements at Delnor Wiggins State
Park (D WSP) as per the attached proposal on a Time and Material, Not-to
Exceed Basis of$63, 070, dated October 27,2008. He noted the following:
. Request to complete preliminary engineering designs for proposed
improvements at Delnor Wiggins State Park.
. County is working on the project in conjunction with the State of
Florida Park System.
. Project seeks to alleviate congestion in the park entrance and adjacent
roads. (This would be accomplished by improving the entrance road,
construction of a parking garage, constructing a vehicle drop off at
Moraya Bay (who has provided some funding for the proposal), related
restroom facilities and other improvements)
. County would initially fund the project with funds being reimbursed by
the State Park system through an agreement being currently negotiated.
. Project can be funded by the Tourist Development Council as there is
no distinction between a "County" or "State Beach Facility."
Mr. Hill requested clarification if the State Park System has approved the concept
of the project and if the reimbursement to the County would be for 100 percent of
the funds expended.
Gary McAlpin noted the Parks Department is in favor of the overall concept; the
funding agreement has not been finalized and the 1 00 percent reimbursement
concept is under discussion.
Mr. Sorey noted members of the Coastal Advisory Committee expressed
concerns over possible environmental impacts the project may create and Staff
assured the members any potential impacts would be addressed by the County.
Mr. Sorey moved to approve the Executive Summary "Recommend TDC
approval of the September 11, 2008 proposal (WO No. JE-FT-4153-08-06) from
Johnson Engineering to provide Engineering, Design and Permitting Services
for the Entrance Road and Parking Capacity Improvements at Delnor Wiggins
State Park (DWSP) as per the attached proposal on a Time and Material, Not-to
Exceed Basis of$63,070, dated October 27, 2008. Second by Mr. Olesky.
Chairman Henning asked if Staff is researching whether or not the Vanderbilt
Beach Parking Garage has a legal basis for charging tourists for parking while
allowing residents of the County to park at no charge. Specifically, whether this
constitutes "dual taxation" as the tourists paid for construction of the facility
(TDC funds) and are now being charged a fee to utilize it.
Colleen Green, Assistant County Attorney stated first, the funding issue is
under review as there is no distinction between a State or County Beach Parking
Facilities, the "key" is "beach access."
Secondly, the Office is researching the "dual taxation" issue associated with the
Vanderbilt Parking Garage facility.
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October 27,2008
Chairman Henning noted the direction from the Tourist Development Council is
for the County Attorney's office to research the "dual taxation issue" in its regard
to the Vanderbilt Garage Parking Facility.
Gary McAlpin noted that in Delnor Wiggins State Park, all persons entering the
park pay the same user fee.
Motion carried unanimously 7-1. Mr. Hill voted no.
6. FY 09 Strategic Marketing Plan
Jack Wert, Tourist Director presented the Executive Summary "Review and
recommend approval of the proposed Tourism Strategic Plan for Fiscal Year 09"
dated October 27, 2008 (Copy of Plan attached.) He provided an overview of the
Plan and highlighted the following:
. The Plan is on the Board of County Commissioners Meeting Agenda for
October 28, 2008 meeting
. On July 25,2008, the BCC did approve the Council's recommendation
for utilizing emergency funds for marketing
. Attempts are being made to focus on the International Markets by
utilizing full time representation in the European Market
. Attempts also include increased promotions in the UK, Germany and
Canada and an extension of the typical summer Campaign into
September
. Plan is designed to focus on the customer.
. While other areas are seeing a decline, Collier County's numbers have
been up.
. Target markets are "in state" within 4 hours drive; Out of State in Metro
New York and Chicago; UK (Greater London); Germany (Munich,
Dusseldorf, Frankfurt, Berlin and Hamburg); Canada (Toronto and
Greater Ontario)
Mr. Hendel requested clarification if a Tourist Development Council (TDC)
recommendation on the Plan is required for the Board of County Commissioners
(BCC) Meeting and if based on current economic times if any projections are
being revised for the year 2009
Jack Wert stated if the TDC does not recommend the Plan, the item will not
appear on the BCC agenda. Based on the strength of the European market, there
are no plans to revise projections at this time.
The objectives for the coming year are to:
. Maintain the ROI at $20 spent by visitors per advertising dollar invested.
. Increase average stay length to 5 days.
. Increase return visits by 2%.
. Increase visitor satisfaction by 3% (from 90% to 93%)
. Increase web site traffic by 5%.
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October 27,2008
The success of the objectives will be measured via focus groups, inquiry analysis,
web site tracking, 3,d party research, Media studies, TDC Tax Revenue Reports
and "in market" visitor interviews, etc.
Cedar Hames, Paradise Advertising and Marketing provided a detailed
overview of the Economic Strategic Plan or "Emergency Plan" that began in
August and continues into the fall. He noted the plan has already resulted in a
substantial increase in web site traffic from International users and provided a
detailed overview of the 2009 Strategic Plan.
Mr. Hendel expressed concern that Staff and the related Plan presentation does
not address the current economic crisis occurring worldwide. He noted 2009 may
be a potential economic "catastrophe" and feels this issue should be addressed
with a contingency plan within the proposed Plan.
Jack Wert stated the entire Plan is predicated on the "emergency economic
downturn situation" occurring in the market and current data indicates individuals
are traveling, or intend to travel. He noted it is especially important to continue
marketing for existing business. The Plan has built in flexibility as most of the
elements within the Plan may be cancelled if necessary.
Discussion ensued within other Council members noting the following:
. This is not the time to reduce marketing efforts.
. It is important to continue marketing in an attempt to capture the
potential business that remains within the marketplace.
. The Strategy is also within the corporate hospitality industry.
. The Plan is a long-term plan and the destination needs to continue to
maintain its appearance in the marketplace to ensure it is poised for the
economic turnaround when it occurs.
. The funds were available for the "Emergency Spending."
Mr. Hendel stated a contingency plan should be in place due to the economic
situation.
Mr. Hill moved to approve the "2009 Strategic Plan." Second by Mr. Sorey.
Carried 7-1. Mr. Hendel voted "no."
Mr. Hendel stated he approved of the Plan; however a Section should have been
dedicated to the present economic situation.
Jack Wert noted Section 2, addresses the worldwide economy and related
challenges and a SWOT (Strengths, Weaknesses and Opportunities) and
Competitive analysis is available in Section 4 of the Plan.
It was recommended the future Plan incorporate prior year data for year-to-year
comparisons (budgets pie charts, etc.)
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October 27, 2008
7. Cultural Tourism Task Force Report
Jack Wert presented the Executive Summary "Review and accept report from
Cultural Tourism Task Force" noting there is a new Grass Roots Organization
("Cultural Tourism Task Force") working the community to promote Arts and
Cultural opportunities in the area. He provided the minutes from the Groups last
meeting for informational purposes. The Tourist Development Council
recognized outstanding performance of Elaine Hamilton, Executive Director of
United Arts Council of Collier County.
VII. Old Business
1. Big Cypress Documentary Update - Information Only
An update on the documentary was provided which is currently in production.
The TDC funds awarded in the amount of $40,000 will be expended in the 2009
fiscal year. The documentary will be shown nationwide on PBS.
Break - 10:30am
Re-convene - 10:40am
VIII. Staff Report Presentations
1. Section I
a. Klages Research Report - Walter Klages
PowerPoint presentation on the "September 2008 Visitor Profile" highlighted
the following:
. All markets are facing challenges.
. The upscale market continues to be stable; the mid-range market has
been more negatively affected by the recent economic trends.
. Important to continue the destinations message as the competition is
not "standing still"
. Value packages are in demand.
. A mild contraction in the overall market is currently forecasted for
2009 with the European Market continuing to expand.
. The statistics did not include the short-term condominium rental
market, as this data cannot be tracked (through tourist tax revenue.)
Mr. HilI noted his information indicates that currently 21 % of the visitors to
the area are staying in condominiums, which indicates successful efforts by
the Convention and Visitors Bureau.
Dr. Klages agreed and has initiated a separate analysis of the condominium
market, as it is currently not "tracked." He noted some of the statistical
contractions contained in the "Visitor Profile" can be attributed to the shift in
the market.
2. Section II
The following reports were presented by Staff:
a. Director's Report - Jack Wert
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October 27,2008
b. Search Engine Report - Jack Wert
c. Web site Activity Report - Jack Wert
d. Smith Travel 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
Jacqueline Jensen provided the report in Ralph Pryor's absence.
i. Phase V - Fulfillment & Call Summary - Ginny Demas
Jack Wert provided the report in Ginny Demas's absence.
IX. Detailed Staff Reports
See attached reports submitted by Staff.
X. Announcements
Jack Wert noted the following:
. Whether a December meeting should be held.
. Suggested the Tourist Development Council (TDC) take a position on
the concept of offshore drilling. Following member discussions, it was
determined relative information regarding the issue be assembled and
the item be placed on a future TDC agenda for consideration.
XI. Audience Input & Discussion
None
XII. Council Discussion
. Ms. Becker requested an update on the European Business trip to be taken
by Staff next week.
Jack Wert noted Staff and related support members would be traveling to
London and Germany for "Round Table Discussions" with applicable
groups and attending the World Travel Market Trade Show in London.
. Ms. Becker noted there is a lack of enforcement for the reserved parking
spaces for Advisory Board members.
XIII. Next Meeting Date/Location - November 24,2008 - Collier County Government
Center, Administration BLDG. F, 3'd Floor, 330] East Tamiami Trail, Naples,
Florida 34112
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October 27,2008
*****
There being no further business for the good of the County, the meeting was
adjourned by order ofthe chair at 11:59A.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Commissioner Tom Henning, Chairman
These minutes approved by the Board/Committee on
as presented or as amended
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