TDC Agenda 02/23/2009 R
Tourist Development
Council
Backup Documents
February 23, 2009
Collier County: February 23, 2009
Page 1 of2
February 23, 2009
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 23, 20099 a.m.
Collier County Commission Chambers
* Requires TOe Action
1. Call to Order - Chairman Fiala
II. Pledge of Allegiance
III. Roll Call
IV. Changes and Approval of Agenda
V. Approval of TOe Minutes *
1. * R.e-D_lIJ~r Me~ting JanlJ~ry 2~12009
VI. New Business
1. * FlMldil_SUJ1$hin.e .LBw..&tview
2. * FY O.!LTourism MediiLPli'nRedlr!t~rU.Q.1:Q2)
3. * E'f__O~tJYIY,~_kRtember Increr:n~!'ltil_"'ctdj_aPrQR~J
4. * fYlYre TDC_M.e_e.t!!19 _AG-eoda-.5..uggnUo_o5
VII. Old Business
1. * FYO_9TQJH~I.ilx-.Revenue PrQiection.U-RdiJte
2. Ch-.a.mbeLQf tQmIRer~e_Wprkin.9__R.e:I"tiOO.5hiR U-p_dat_e:
3, * Re~b.e:.dyle M.ay TDe Meetin9d"'_e: to Memorial Day HQlid~'-Y
VIII. Staff Report Presentations
1. Section I
a. Paradise Advertising Report
b. KJ~.ge_5Re$e:~r<=hR~JUU1
2, $e:.4::tion 1.1
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 ~ JoNell MOdys
f. Film Coordinator Report - Maggie McCartv
g. Sports Marketing Report - Ralph Pryor
h. Phase V - Fulfillment & Call Summarv ~ Ginny DeMas
IX, PetailedStaff ReR-Qrts
X. Announcements
http://www.colliergov.netli ndex, as px ?page= 2 608
2/24/2009
Collier County February 23, 2009
Page 2 0[2
1. CoUnCill!t~JLSQre:y_Service _~ward .Ceremony
XI. Audience Input & Discussion
XII. Council Discussion
XIII. Next Scheduled Meeting Date/location - March 23, 2009 ~ 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.co11iergov.net/i ndex. aspx ?page~ 2 60 8
2/24/2009
January 26, 2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, January 26, 2009
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 Donna Fiala
Vice Chairman: Murray H. Hendel
Susan Becker (Excused)
Clark Hill
Rick Medwedeff
Robert Miller (Excused)
Ed (Ski) Olesky
John Sorey III
Rob Popoff (Excused)
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Colleen Greene, Assistant County Attorney
Kelly Green, Administrative Assistant
January 26, 2009
I. Call to Order - Chairman Fiala
Chairman Fiala called the mecting to order at 9:00 a.m.
II. Pledge of Allegiance
Pledge of Allegiance was recited.
III. Roll Call
A quorum was established.
Commissioner Fiala was welcomed as the new Chairman of the Council for 2009.
IV. Changes and Approval of Agenda
Mr. Sorey moved to approve the agenda subject to the following additions,
Item VIA - Election of Vice Chairman for 2009.
Second by Mr, Hendel, Carried unanimously 5-0.
Jack Wert, Tourism Director noted the following additions to the meeting packet:
. A copy of New Publications from the past year.
. Spread Sheet entitled "Naples, Marco Island and the Everglades 09
Winter Media Campaign" for Item V1.l
V, Approval ofTDC Minutes
L Regular Meeting November 24, 2008
Mr, Hendel moved to approve the minutes of the November 24,2008 meeting,
Second by Mr. Sorey. Carried unanimously 5-0,
VI. New Business
Mr. Olesky arrived at 9:09a.m.
L Fy 09 Tourism Marketing Budget Reallocation
Jack Wert provided the Executive Summary "Recommendation that the Tourist
Development Council approve the redirection ofa portion of FY09 Budgeted
touristlaxfimd.,'.from 'ifF,'eason 10 in-season adverlising and promo lion up 10
S200, 000" dated January 26, 2009 and Spreadsheet entitled "Naples, Marco
Island and the Everglades 09 Winler Media Campaign" and noted the following:
. The downturns in the economy have negatively affected the real
estate, construction and Tourist Industry.
. Group meetings events are reducing and/or planners are re-
negotiating contracts.
. After recciving input from industry representatives, Tourist Tax
Revenue projections have been revised downward approximately 3
percent for FY 09.
. The summer of 2008, Staff utilized emergency funds to target
International markets. The funds resulted in a 30 percent increase in
European visitors over the previous year.
2
January 26, 2009
He proposed funds in thc amount of approximately $200,000 targeted for spring
and summer advertising and promotional campaigns be redirected to the winter
campaign to capture the greatest amount of seasonal business possible.
Fran Vaccaro of Paradise Advertising providcd an overview of the proposed
advertising campaign via a slidc presentation noting the following:
. TV ads as well as online advertising.
. Will target the New York and Chicago markets
. Will focus on thc lcisurc market.
. A new web page will be introduced, '.'ww.mvparadisesavings.com
for a promotion entitlcd "'Paradise Priced Perfectly, Warm up with
Hot Hotel Deals" which will be linked to lodging offers from
participating vendors.
Mr. Medwedeff voiced a conccrn that the revenue may be atTected by at least a
10 percent decline and rcquested clarification on the status of the emergency
funds.
Jack Wert noted the following:
. $200,000 of emergency funds remain for FY 09 which will be utilized in
the proposed campaign, as well as $200,000 diverted from the spring
summer campaign
Mr. Medwedeff noted it is a positivc approach and also recommended expanding
the target market from New York and Chicago to include New Jersey,
Pennsylvania, Ohio, etc.
Staff will provide a plan at thc next meeting if the annual revcnue projections
decline from 3 percent to the 5 - 10 percent range.
Mr, Hendel moved to recommend the Board of County Commissioners approve
the expenditure (outlined in the Executive Summary "Recommendation that the
Tourist Development Council approve the redirection of a portion of FY09
Budgeted tourist taxfundsfrom off-season to in-season advertising and
promotion up to $200,000'~, Second by Mr. Sorey, Motion carried
unanimously 6-0.
Discussion ensued regarding the feasibility of expanding the marketing campaign
and if funds are available.
Jack Wert expressed concern over the strategy, as emergency funds may need to
be utilized if Tourist Tax Collections decrease by 10 percent or more. There is
currently $700,000 of emergency funds that has not been committed to
cxpenditures.
Mr. Medwedeff moved to recommend Staff seek an additional $500,000 of the
$700,000 in emergency funds to expand the existing campaign into the other
3
January 26, 2009
markets discussed (New Jersey, Pennsylvania, Ohio, Florida etc,) Second by
Mr, Hill.
Mr, Hendel noted he could not support the motion and recommended analyzing
how the approved campaign progresses, and re-evaluate the market at the next
meeting. Staff should propose a dctailed campaign on how and when additional
funds would be expended.
Mr. Wert will need to review the budget and possible atTects on the Committee's
recommendation. The additional expenditure proposed would need Board of
County Commissioners approval and could not be implemented until the end of
February.
Discussion ensued if Staff should prepare a campaign to be implemcnted at a
future date if neccssary.
Mr, MedwedejJ amended the motion to authorize Staff and Paradise
Advertising to develop an additional marketing campaign (for the New Jersey,
Pennsylvania, Ohio, Florida, etc,) and identify the funds neededfor this effort
and present the Plan back to the Tourist Development Council Committee. In
addition, Staff is to work with the County Manager and acquire a placeholder
on the applicable Board of County Commissioners meeting agenda for review
of the campaign, Second by Mr, Hill,
It was recommended not to alter the International Campaign.
Speakers
Steve Mcintire, of the Hotel Assoc. stated the Association supports proposal of
re-allocating funds. He recommends the TDC review the expenditures of Beach
Re-nourishment as the revenues are generated by the Hotel Industry.
Joyce McFarland, President, Marco Island Chamber of Commerce, stated
they support the re-allocation of funds for the campaign, as indications are the 1 ,(
quarter of the calcndar year will continue to experience an economic downturn.
Other markets are actively pursuing business to capture their share of the market.
Keith Dameron, Marco Island Chamber of Commerce Member addressed the
Council and noted many of the businesses are small businesscs and are being
adversely affected by the downturn. It is unprecedented that businesses are
struggling to survive the "season." He expressed conccrn that thc slow down in
tourism is prohibiting the turnaround in thc rcal estate market as well.
Motion carried unanimously 6-0.
Jack Wert noted the CVB annual budgets propose to expend 95% of the Tourist
Tax Revenue projections (which automatically incorporates a possible decrease in
revenues of 5%).
4
January 26, 2009
2, CVB/Chamber of Commerce Relationship Discussion
Jack Wert provided the Executive Summary "Review Chamber olCommerce
Relationship with Naples, Marco Island, Everglades CVB" dated January 26,
2009.
He noted the Convention and Visitors Bureau (CVB) partners with the area
Chambers by providing information racks at the area of the Visitor Centers as
well as incorporates the various Chamber information into CVB Visitor's Guide.
They work with the Chambers on the Values in the Paradise (VIP) Program.
Other Counties in the region work in a very similar manner, however Lee County
does have a grant program for area Chambers' members related to Tourism
Marketing.
Mr. Hendel recommended one entity within the County handle "destination
information" and recommended a Task Force be convened to analyze the different
entities functions and determine if a more streamlined process is possible.
Jack Wert noted the entities do provide separate missions. The CVB mission is
to promote the destination outside of Collier County. The mission of the
Chambers of Commerce is to assist visitors who have already reached the
destination. He acknowledged improvements of statistical data collections are an
avenue that may want to be pursued.
The Council recognized the exceptional value and support network the Chambers
provide. It was recommended Stat/contact the Chambersfor input on facilities
funding and maintenance issues. In addition, contact Walter Klages olResearch
Data Services. Inc. on avenues for enhancing the gathering olstatistics.
3. Beach Projects Budget Analysis
Gary McAlpin, Director of Coastal Zone Management provided the Executive
Summary "Fund 195 Budget Analysis" dated January 26, 2009.
He provided an overview of budget changes due to the revised projections in
Tourist Tax Revenue for FY 09. He noted the Fund 195 portion of the budget
plans a reduction in the amount of $317,000 to combat the reduced revenue
projections.
The reductions will be accomplished by postponing engineering on certain
Planned Projects such as long term solution to the stabilization of Wiggins Pass,
reduce the scope of the Marco Island and Tigertail Beach studies, etc. The data
will bc re-evaluated at the end of the 1 st quarter (calendar year) to determine if
any further adjustments are necessary.
Discussion ensued on the status of the Study for the long-term stabilization of
Wiggins Pass noting a Master plan has been posted on the Coastal Advisory
Committee web site for final comments. The proposed reductions should not
have a major overall impact on the timing of the project.
5
January 26, 2009
4. Election of Vice Chairman for 2009
Mr. Sorey moved to nominate Mr. Hendel as Vice Chairman of the Tourist
Development Council of 2009. Second by Mr. Medwedejf. Carried
unanimously 6-0,
Break --IO:30AM
Re-convene -IO:38AM
VII, Old Business
None
VII, Staff Report Presentations
L Section I
a, Paradise Advertising
Fran Vaccaro of Paradise Marketing provided a PowerPoint presentation
outlining a monthly review of advertising and marketing efTorts
b. Klages Research Report
Jack Wert noted the Report was previously provided at the Board of County
Commissioners/Tourist Development Council Workshop on January 20, 2009.
2, Section II
Discussion followed on the format of the Tourist Development Council Regular
Meeting and Annual Board of County Commissioners/Tourist Development
Council Workshop.
Jack Wert noted in the future, the Reports listed in Section 11 will be submitted to
the Council, and questions will be answered if necessary. The process of
individual Staff members providing a full report of the data will be discontinued
unless requested by the Council.
Discussion took place regarding avenues to streamline the regular meeting so
Staff may spend more time on completing their daily functions of promoting the
region. The format and/or necessity of an Annual Workshop with the Board of
County Commissioners was discussed.
It was determined Council members should individually contact Stafr and
generate ideas regarding the concepts.
The following reports were submitted for review.
a. Director's Report - Jack Wert
b, Search Engine Report - Jack Wert
c. Website Activity Report - Jack Wert
d. Smith Travel Report - Jack Wert
6
January 26, 2009
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
i. Phase V - Fulfillment & Call Summary - Ginny Demas
IX. Detailed Staff Reports
See attached reports submitted by Staff.
X, Announcements
None
XI. Audience Input & Discussion
None
XII. Council Discussion
None
XIII. Next Meeting Date/Location
The next meeting is scheduled for February 23, 2009 - Collier County Government
Center, Administration Building F, 3'd floor, Naples FL
*****
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 10:55 A,M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Commissioner Donna Fiala, Chairman
These minutes approved by the Board/Committee on
as presented or as amended
7
February 23. 2009
New Business VI - 1
1 of 1
FLORIDA SUNSHINE LAW REQUIREMENTS
The Florida Sunshine Law requires that meetings to which it applies be noticed, open to
the public, and recorded (minutes are sufficient). The law is intended to make the
decision process open to the public, not just the final decisions themselves.
The Florida Sunshine Law applies to Tourist Development Council (TDC) meetings,
committee meetings, and special task force meetings. What triggers the application of the
law is any discussion between TDC members relating to a TDC issue. Thus, when any
two or more members of the TDC meet to discuss a matter on which it is foreseeable that
the TDC will take action, the law applies. The law also applies to any discussions prior to
the start, during a recess or after a TDC Councilor committee meeting.
The Sunshine Law applies to written, electronic (e-mail, chat, etc.) and telephone
communication in which therc is an exchange of ideas between the members. A memo
from one board member to another, where there is no opportunity for discussion or
feedback. is not a considered a mccting. Howevcr. where there is opportunity for
comment between membcrs, a "virtual" meeting occurs. If a meeting includes some
membcrs and some non members, the presence of at least two TDC mcmbers triggers the
application of the law.
The penalties for violating the Florida Sunshine Law include removal from otlice, 60
days in prison and a $500 fine for each violation.
There are many nuances to the law relating to specific situations. Please call me with
particular concerns you might have at 239-252-2402 or i3,k"erl'i!'collicrgov.l1ct. I will
either get you the answcr, or I will refer you to the County Attorney's Officc for
direction.
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February 23, 2009
New Business VI - 2
180126
EXECUTIVE SUMMARY
First and Second Quarter 2009 Media Plan Redirection
OBJECTIVE: Review the additional media changes to intensity the First and Second
Quarter 2009 media plan to encourage visitation.
CONSIDERATIONS: The Collier County tourism industry with the support of the
business community, Chambers of Commerce and cultural organizations are asking for
promotional support to attract visitors to our area during the first quarter of 2009. Our
area is experiencing the effects of a global economic recession that has slowed to a halt
the construction industry, the residential real estate market and has resulted in a reduction
in group meeting events. The first quarter is normally our busiest time of year and when
area businesses receive the majority of their revenue for the year. I f the first quarter, or
high season, is not successful, then many businesses are in danger of collapsing later in
the year.
At the January 26, 2009 Tourist Development Council (TDC) meeting and the January
27, 2009 County Commission meeting, we received approval to shift some spring and
summer media into first quarter. That campaign began February 2 and is already showing
good results in the targeted areas of New York and Chicago. On January 26 the TDC
recommended with strong tourism industry support, that staff look at ways to allocate
additional media dollars to encourage f10ridians and other out of state visitors to travel to
our area in the tirst quarter. The TDC directed staff to identity the source of additional
promotion funding and make a recommendation at the February 23 TDC meeting.
Staff has worked with Paradise Advertising, Miles Media Group and Klages Research to
develop a plan that we feel will effectively deliver our message to these markets. Here is
a summary of that recommendation:
In-St.te
. Shift all current spot/cable television from April to begin week of3/2 for 8 weeks
o Run 2-weeks on: 2-weeks off
o Scheduled cnd date - 6/7/2009
. Shift on-line media to begin 3/2 including:
o Expedia.com
o Vacationplanning.net
o TAN - Travel Ad Network
. Benefits
o Condenses advertising support from April- August to March - June
o Increases cable concentration as part of the overall television mix
o Condenses Gross Rating Point (GRP) levels from 100 per week to 75 per
week without sacrificing appreciable delivery
o Changes on-line media to 2-weeks on, 2-weeks off
o Includes PBS stations as part of each market overall television mix
February 23, 2009
New Business VI - 2
190126
New York/Chical!o Markets
. The increased impact of the media shifts into February and March should deliver
the desired results,
. We will monitor both markets closely for impression, Cost Per Inquiry and
visitation
. Staff and Paradise do not recommend further media efforts at this time
New Domestic Tarl!et Markets
. The increased effort from shifting dollars from Spring/Summer to first and second
quarter in New York, Chicago and the new effort in our Florida markets represent
our best option. New York at # I, Chicago at # 2 and Florida at # 3 represent our
top first quarter feeder markets and should deliver the best Return on Investment
(ROI) in terms of inquiries and visitation.
. Annually Florida is # 1, Chicago # 2 and New York is our # 3 feeder market, so
this plan will benefit visitation later in the year, as well.
International- United Kinl!dom
. Staff recommends the reallocation of up to $46,000 for Tour Operator co-op
promotional efforts to be implemented by our UK Representative, Oonagh
McCullagh
o Target April- June or September for implementation
o Incremental dollars can be funded through:
. Deletion 01'3 insertions in Fishing Weekly (July - September)
. Deletion of I insertion in Florida Sportsman (August)
. Savings from Meeting Planner Guide production costs
International- Germanv & Canada
o Staff and Paradise Advertising recommend keeping the current plan for these
markets in place with no additional dollars allocated due to the excellent response in
these markets to date.
Media Budl!et Redirection Overview:
In-State Marketinl! Effort
Palm Beach, Ft. Lauderdale, Miami, Orlando, Tampa
$660,000
Out of State Marketinl! Effort
New York/Chicago
$372,600
Geo Tarl!eted Dil!ital Media
$ 114,463
Domestic Markets Total
$1,147,063
February 23, 2009
New Business VI - 2
20 of 26
International Marketinl! Effort
UK
Canada
Germany
Annual Directories in above markets
$161,433
$ 19,997
$ 43,954
$ 44,319
International Markets Total
$269,703
FISCAL IMPACT: The shifted funds for this revised first and second quarter 2009
media plan totaling $372,600 are currently budgeted in the approved Fund 184 of the
Tourism Department FY 09 budget.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management Plan from this action.
RECOMMENDATION: Staff requests the TDC recommend approval of the media plan
shifts outlined above totaling $372,600 and on the attached spreadsheets to begin on
March 2, 2009 resulting in a media plan totaling $ 1,405,461 domestic and $269,704
International.
SUBMITTED BY: Jack Wert, Tourism Director
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February 23, 2009
New Business VI - 3
1 of 9
EXECUTIVE SUMMARY
Incremental Media Proposal for FY 09
OBJECTIVE: Recommend approval of additional media budget for balance of FY 09
to replace the media shifted into first and second quartcr advertising,
CONSIDERATIONS: The TDC has recommended shifting Spring and Summer dollars
to support first quarter 2009 media promotion in northern markets of New York and
Chicago, Additionally, the start of the media plan will be shifted from the traditional post
Easter start to a March start.
This shift in the schedule leaves the months of July through September without adequate
promotional messages, primarily in thc Florida market. Further, the planned insertions in
Canada and Gcrmany that were cancelled need to be reinstated in order to deliver our
message at times that will influence travcl to our area. We have receivcd a great deal of
support from both the business community and the tourism industry as evidenced by the
letters attached.
The attached proposed media schedules add back those dollars using a combination of
emergency advertising funds and projected reserves from our promotion fund. We are
asking for a recommendation to use these funds during the last thrce months of Fiscal
Year 2009 (July-September). Below is a recap of Incremental Media Budget Request in
order of priority (See attached media schedules):
In-State Recommended Incremental Plan:
On-line (Expedia, etc) $ 10,500
Miami/Ft. Lauderdale/West Palm
Cable TV & Digital Print 140,000
Orlando
Cable TV & Digital Print 100,000
Tampa/St. Pete
Cable TV & Digital Print 95,000
Total V.S, & Florida Reinvestment
$345,500
Out of State Recommended Incremental Plan:
New York
Cable TV & Digital Print $ 61,250
Chicago
Cable TV & Digital Print 40,000
Total Out-of-State Reinvestment
$101,250
February 23, 2009
New Business VI - 3
2019
New Markets Recommended Incremental Plan:
Boston, Philadelphia/Washington DC
On-Line & Digital & Social Media $ 30,000
TOTAL DOMESTIC INCREMENTAL $476,750
INTERNATIONAL
North America
Toronto, Ontario Canada
Cable TV & On-Line $ 20,052
Enropean
Germany
On-line Consumer & Trade Promos 19,600
TOTAL INTERNATIONAL REINVESTMENT $ 39,652
TOTAL INCREMENTAL MEDIA PLAN REQUEST
$516,402
FISCAL IMPACT: $300,000 trom Emergency Fund ] 96 and $216,402 from projected
reserves in Promotional Fund 184 are in the fV 09 approved Tourism Department
Budget.
GROWTH MANAGEMENT IMPACT: There IS no impact to the Growth
Management Plan from this action,
RECOMMENDATION: Staff requests the TDC recommend approval by the County
Commission to use dollars from the Emergency Advertising Fund 196 up to $300,000
and projected reserves in the Promotional Fund 184 of up to $216,402 for use in July --
September 2009 advertising and marketing expenditures totaling $516,402.
SUBMITTED BY:
Jack Wert, Tourism Director
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February 23, 2009
New Business VI - 3
60t9
Thp GrpatPf Naplps Chambpr of Commprcp
,."
Serving all of Collier County
Hon, Donna Fiala, Chair
Tourist Development Council (TDC)
County Commissioner
Collier County Government Center
3301 T amiami Trail East
Administration Building
Naples, FL 34112
Dear Commissioner Fiala,
We were pleased to have witnessed the proceedings of the most recent meeting of the
Tourist Development Council (TDC), We support Director Jack Wert's suggestions for
providing additional money during season to increase tourists coming ro Collier County
during these most challenging times, We also endorse the concept of seeking additional
funds ro support Me. Wert's and Paradise advertising's activities during the latter part of
this current season, We believe that the challenges facing our local economy are dire and
our competition is daunting, It is imperative that we think outside the box and move
forward aggressively,
We underscore Mr, Wert's comments ahout the positive relationship that exists with
The Chamber and the Convention and Visitors Bureau (CVB),
We also would be delighted ro participate in further djscussions about ways in which
we can maximize the positive impact that we have on tourism, As you will recall, the
chamber has 2 information centers: the Downtown Naples Association (DNA), which is
run as a division of The Chamber, with its own board and Executive Director, and the
main Center in The Chamber Building, We annually serve more than 100,000 people, In
addition we have hisrorically produced Naples on the Gulf magazine, our annual visiror
guide, in a partnership with Gulf share MagaZIne, Approximately 100,000 magazines are
distributed and are free each year throughout our hotels in Collier County, In addition,
we mail 7500 Visitor Information Packets to those who inquire about the Greater Naples
area each year.
As Mr, Wert and Mr, Hendel mentioned, we playa significant role in providing
information to visirors once they arrive here, by sharing directions, guidance and advice
on the variety of services and amenities that are available to visirors in Collier County,
Our work has a direct positive impact on the hospitality industry in Collier County,
Attached is a lettcr that we recently received from the Lemon Tree Ion that shows that
through our references alone, $65,000 of additional revenue (and corresponding taxes)
were realized given the efforts of our Visitor Information Centers.
2390 Tamiami Trail North - Suite 210. Naples, Florida 34103 - Phone {239) 262-6376 - Fax (239) 262-8374 - www.naplmhamber.org
February 23, 2009
New Business VI - 3
7019
We are enthused and eager to have any discussions about how we may improve our
services and work more closely with others in Collier County to assist the hospitality
industry, Tourism is absolutely critical to our local economy and to maintain the quality
of our government services and the quality of life that we enjoy, We look forward to
heari ext steps from you through Mr, Wert's good offices,
.
Michael y, Re en
President and CEO
Greater Naples Chamber of Commerce
CC: Tourist Development Council: Collier County Board of Commissioners; Steve
Mclntyre, Collier County Hotel and Lodging Association
February 23, ~8~S I of I
New Business VI - 3
80f9
Michele Klinowski
From:
Sent:
To:
rrdecastro@aol.com
Wednesday, January 14, 2009 11 :30 AM
Michele Klinowski
Subject: Lemon Tree Inn information
Hi Michele,
1 just wanted to take this opportunity to express my thanks to the Naples Chamber of Commerce and the
Downtown Naples Association. Through the years, both locations have had a vital impact on revenue
generation as well as providing important information for the guests of the Lemon Tree Inn on what is
happening in and around the Naples area.
I am providing actual documented revenue and room night information from the Lemon Tree Inn for 2008
and 2009. This revenue stream is a direct result from the contribution made by the staff of both the
Chamber of Commerce Visitor Center and the Downtown Naples Association.
Naples Chamber of Commerce
2008 Room Nights - 345
2008 Revenue - $31,842.80
2009 Room Nights - 6
2009 Revenue - $534.00
Downtown N!!ples Association
2008 Room nights - 420
2008 Revenue - $34,988.00
2009 Room Nights - 33
2009 Revenue - $2,957.00
With out these centers being available to the traveling public, The Lemon Tree Inn would not have had a
record year and the financial picture would be quite different. I also would like to point out that
the revenue also generates a tax source for the city and county and that the guests are spending more time
here which is generating more revenue for the business surrounding the Lemon Tree Inn. Overall, I am
very pleased with the relationship that the Chamber and the DNA has with the Lemon Tree Inn and I look
forward to a continued success in 2009.
Kind Regards,
Rob deCastrq
General Manager
Lemon Tree Inn
A Good Credit Score Is 700 or Above. See y~\!rs in lust 2 eMY step_sJ
1/29/2009
Ii
COLLI ER
COUNTY
_t~7.,":r~Wji1
PRESIDENT
Steve Mcintire
.Bel/8sers Hotel
VICE PRESIDENT
Joseph DiNunzio
*GuIfC08St Inn
SECRETARYITREASURER
Tom White
'"Hawthorn Suites
IMMED. PAST PRESIDENT
Joe DiNunzio
.Joseph DiNunzio
PAST PRESIDENT
ClarkW.HHl
.Hilton Naples
ADMIN. ASSISTANT
Wendy Wahl
.Bel/a8em Hotel
Donna Forgays
.Hilton Naples
DIRECTORS
Mac Chaudhry
.Hilton Marco Beach Resort
Hunter Hansen
'"Naples Grande Resort & Club
Rick Medwedetf
.Marco Island Marriott
Darren Robertshaw
.Old Trianon Hotel
Jennifer Robbins
*DoubleTree Guest Suites
Arnold McQuarrie
.BByfront Inn on Fifth
February 23, 2009
New Business VI - 3
90f9
,
January 30, 2009
Hon. Donna Fiala, Chair
Tourist Development Council (TDC)
County Commissioner
Collier County Government Center
3301 Tamiami Trail East
Administration Building
Naples, Florida 34112
Dear Commissioner Fiala,
The Board of Directors of the CDllier County Hotel and Lodging Association continues
to support the direction our Convention and Visitors Bureau has taken in promoting
our destination. However, never were the funding challenges of the CVB more evident
than in the January 26, 2009 TDC Meeting.
Last fall, after the approval of the BCC, TDC emergency reserve funds were released
in order to effectively attract visitDrs here from Europe, including the UK, and from
Canada, visitation from these markets literally spiked in reaction to the ensuing
marketing campaign and the numbers continue to be strong. However, during the
TDC Meeting Monday, a plan was presented that will dilute the international marketing
efforts using that funding for an immediate campaign designed to help off-set the
slower than forecasted month of January within the Hospitality Industry. This puts at
risk the momentum building in Europe and Canada at a time that the economic health
of our community is heavily reliant upon contributions from the Tourism Industry.
With this In mind, the Board of Directors of the CCHLA unanimously recommends that
the CVB be granted additional funding from Dther TDC Lodgings Tax funded sources.
We feel that a reallocation of funds from other categories to strengthen our destination
marketing efforts is appropriate for the economic health of our community and is
prudent given the proven marketing spend ROI of late of 20+: 1. More funding is
needed for advertising the destination and for properly directing potential longer-stay
visitors, keeping them in Collier County.
cc: Jack Wert
SMldf
P. O. Box 2684 . Naples, FL 34103
Phone: 239-659-3120. Fax. 239-659-3114. Emai/: dforgays@cooperhotels.com
February 23,2009
New Business VI - 4
1012
EXECUTIVE SUMMARY
Determine future TDC meeting agenda procedures and topics
OBJECTIVE: Review suggestions for future TDC meetings and agenda items
CONSIDERATIONS:
The TDC suggested that staff review the current procedures related to TDC
meeting agendas and topics. TDC members were requested to send the Director
their suggestions for presentation to the full TDC at the February meeting. This is
a synopsis of those suggestions.
1. Tourism staff does not need to be present during the entire meeting,
unless they have a special presentation or new development to share with
the TDC board. This will enable the staff to be more productive.
2. The Director should give an overview of each of the department
disciplines as part of his report.
3. If a staff member has a specific accomplishment that they feel the TDC
members would benefit from hearing, they should be put on the agenda
for an overview of that item.
4. Each month we could showcase one of the tourism staff to give an in-
depth look at their mission and how they accomplish it with results and
comparisons from prior periods.
5. The annual TDC/BCC Joint Workshop has become a review of the past
year and a preview of the coming year. The TDC members have heard the
past year information, and the Director is giving quarterly updates to the
BCC.
a. Future Workshops should be an opportunity to review or discuss
initiatives that may require future action by the TDC and BCC.
b. Use the Annual Tourism Week Press Conference to tell the media
and the local tourism industry the results of the past year.
6. Special presentations should be scheduled periodically to inform the TDC
members of developments in the community.
7. The Director should select one of the CVB's strategic objectives to report
on every other month to include the strategies utilized and any results to
show progress.
8. Hold one of more TDC meetings at locations other than the County
building to acquaint members with the tourism product available to visitors.
February 23, 2009
New Business VI - 4
2012
FISCAL IMPACT: There is no fiscal impact from this action
GROWTH MANAGEMENT IMPACT: There is no impact on the Growth
Management Plan from this action.
RECOMMENDATION: Review the recommendations for future TDG meetings
and work sessions and suggest future implementation strategies.
SUBMITTED BY: Jack Wert, Tourism Director
February 23, 2009
Old Business VII - 1
1 of 3
EXECUTIVE SUMMARY
FY 09 Tourist Tax Revenue Projections Review
OBJECTIVE: Review suggested changes In revenue projections for Tourist
Development Tax for FY 09
CONSIDERATIONS: In January 2009, the Tourist Development Council (TDC)
reviewed staff revenue projections of the future effects of the economic downturn on our
tourist development tax revenues for Fiscal Year 09 (Oct '08 to Sept. '09). At the time,
staff had projected a 3% reduction in revenue. Staff was requested to look at the
projections again following that January meeting for further reductions.
Based on input from the Collier County tourism industry and hotels, VISIT FLORIDA,
U.S. Travel Association and Smith Travel Research, statf has made projections for a 5%
and a 10% drop in tourist tax revenue. To be fiscally conservative, staff has dccided to
use the 10% reduction figures in planning for the marketing plans and media schedules
for the balancc of this year. The resulting revenue projection for FY 09 is now
$13,050,000.
The attached form indicates the monthly projections of tourist development tax for the
balance of this year. The monthly revenue is divided into several uses by County
Ordinance # 92-60 as amended, and the projected revenue for each use by fund is as
follows:
Fund 183 & 195 Beach, Inlet & Park Facilities
Fund 184 Tourism Advertising & Promotion
Fund 193 Museums (County & Non-County)
Fund 194 Tourism Department Administration
Fund 196 Emcrgency Advertising
(Maintain (C1}$! ,500.000 by transfer from Fund 194)
TOTAL
$ 6,525,000 (50%)
$ 3,262,500 (25%)
$1,746,400(13%)
$ 1,516,100 (12%)
LO
$13,050,000
FISCAL IMPACT: The 10% reduction in tourist tax collections for FY 09 results in a
revenue projection of $13,050,000, rather than $14,500,000.
GROWTH MANAGEMENT IMPACT:
Management Plan by this action.
There is no impact to the Growth
RECOMMENDATION: StalTrequests that the TDC review these revised projections
and recommend their adoption for planning and budgcting purposes with a review in
April and again in September.
SUBMITTED BY: Jack Wert, Tourism Director
~
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February 23, 2009
Old Business VII - 2
1012
EXECUTIVE SUMMARY
Chamber of Commerce Working Relationship Progress Report
OBJECTIVE: Discuss the progress of discussions with area Chambers of Commerce
concerning distribution of information and sharing of research findings of visitors to area
information centers.
CONSIDERATIONS: The TDC discussed at the January 26, 2009 Council meeting
how the CYB currently works with the area Chambers of Commerce and how that
relationship could be expanded and improved. Staff outlined with the TOC membcrs that
the Chambers have their own distinct missions. but share in the work of servicing the
visitors that come to Collier County.
Staff has met separately with the area chambers and will schedule a joint meeting after
high season to discuss ways that the current working relationship can be strengthened.
One area that is already being explored is a way to share statistics on a more consistent
basis. If each chamber could share their visitor numbers with the CYB, we could includc
these statistics in our monthly reports to the TOC. We will also discuss how Klages
Research could incorporate these visitor statistics into the visitor profile and economic
impact studies they are currently producing. Some samples of sharcd information are
attached.
FISCAL IMPACT: Therc is no immediatc fiscal impact from this action.
GROWTH MANAGEMENT IMPACT:
Management Plan with this action.
Thcrc is no impact to the Growth
RECOMMENDATION: Staff recommends that a future meeting be held with all of the
area chambers to discuss bctter ways to work together and gather visitor statistics.
SUBMITTED BY: Jack Wert, Tourism Director
FebruaB}l2e, 12009
Old Business VII - 2
2012
WertJack
From: Mike Reagen [Mike@napleschamber.org]
Sent: Tuesday, February 03, 20096:03 PM
To: Mike Reagen
Subject: FW: Traffic at Downtown Visitor Center
From: Lisa Swirda
Sent: Tuesday, February 03, 2009 5:34 PM
To: Brenda O'Connor; Michele Klinowski; Mike Reagen
Subject: TraffIC at Downtown Visitor Center
It must be officially Season........we had 275 Visitors
here today!!!!
Lisa
Lisa C. Swirda
Downtown Naples Association
800 Fifth Avenue South, #103
Naples, FL 34102
239-435-3742 fax 239-435-<>994
www.downtownnaplesassociation.com
2/4/2009
February 23, 2009
Old Business VII - 3
1 of 1
EXECUTIVE SUMMARY
Reschedule May 2009 Tourist Development Council (TDC) Meeting
OBJECTIVE: Discuss a revised date for the May TDC meeting due to Memorial Day
Holiday
CONSIDERATIONS: TDC meetings are normally scheduled for the fourth Monday of
each month. This is primarily due to the difficulty in scheduling the County Commission
Chambers on a random basis and for convenience to the TDC members in planning their
annual calendars.
The fourth Monday in May is also the Memorial Day Federal Holiday and the County
offices will be closed. We have checked alternate dates for holding the May meeting in
the County Commission Chambers and other County meeting facilities and have been
unable to find a suitable date. The May meeting will include a review of grant
applications for the next fiscal year, this the need to locate an alternate meeting venue.
We have also been trying to find a date for the TDC members and staff to tour the
Holocaust Museum. We have checked their availability and have tentatively reserved
space at the Museum for Thursday, May 28 beginning at 9 am, with a tour of the museum
to follow immediately after the meeting.
FISCAL IMPACT: There is no fiscal impact from this action
GROWTH MANAGEMENT IMPACT: No impact to the Grown Management Plan
from this action.
RECOMMENDATION: Reschedule the May 2009 TDC meeting to Thursday, May
28,2009 at the Holocaust Museum located at 4760 Tamiami Trail North.
SUBMITTED BY: Jack Wert. Tourism Director
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