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TDC Minutes 01/25/2010 R January 25,2010 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, January 25,2010 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 AM in a REGULAR SESS10N in Building "F" of the Government Complex, Naples, Florida with the following members present: Chairman: Commissioner Fred Coyle Vice Chairman: Murray H. Hendel Susan Becker Clark Hill Rick Medwedeff Robert Miller Ed (Ski) Olesky John Sorey, III (Via Teleconference) Rob Popoff (Excused) ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Colleen Greene, Assistant County Attorney Kelly Green, Tourist Tax Coordinator Collier County: January 25, 20 I 0 Page 1 of2 January 25, 2010 MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 JANUARY 25, 20109:00 a.m. Collier County Commission Chambers * Requires TOe Action 1. Call to Order - Chairman Coyle II. Pledge of Allegiance Ill. Roll CaU IV. Changes and Approval of Agenda V. Approval of TOe Minutes * 1. * ReGular MeetinG November 23. 2009 VI. New Business 1. * Elect Vice-Chairman 2. * TOe MeetinG Freauency 3. * D15-gJHi01l I~~filrfeJmoo:~2.O.1..ClB.c_CLTD-'-WOllihOJl 4. * Mo..te M~rllJ_eP..Q_P9.5i1_1 VII. Old Business 1. Chicago Cubs Spring Training Facility Report (Information Only) 2. * Visitor Information 5Decialist 3. * NaDles Museum of Art .GaD_~ .~gr~e:me-"t ~Jnen_.d...ment 4. * M.ilfco Island Museum Fundin-9 VIII. Staff Report Presentations 1. Section_.l_=_M~L~eting_P~ft"e.rs a. Paradise Advertising b. Klages Research Report i. Focus Group Research Results c. Website Activity - Miles Media d. Search Engine Optimization - SMT, Inc. e. Tax Collections - CC Tax Collector f. Fulfillment & Inquiry Summary - Phase V 2. Se~lhm__U__~.Staff_.tt~ltiilr:1ment R~2rl~ http://www.colliergov.net/index.aspx ?page=2 841 1/22/20 I 0 Collier County: January 25, 20] 0 Page 2 of2 a. Sales Manager Report b. P.R. Manager Report c. film Coordinator Report d. Sports Marketing Report e. Director's Report f. International Representatives IX. Detailed Staff R~MU: X. Announcements 1. BCe-TOe Joint Workshop, February 10, 2010 (3:00 pm - 5:00 pm) XI. Audience Input & Discussion XII. Council Discussion XIII. Next Scheduled Meeting Date/Location - February 22, 2010 - 9:00 a.m. 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) 252-8380. 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=2 841 ]/22/20 I 0 January 25,2010 I. Call to Order - Chairman Coyle Chairman Coyle called the meeting to order at 9:00 A.M. II. Pledge of Allegiance Pledge of Allegiance was recited. III. Roll Call A quorum was established. Mr. Olesky moved to allow Mr. Sorey to participate in the meeting via teleconference. Second by Ms. Becker. Carried unanimously 7-0. IV. Changes and Approval of Agenda Mr. Hill moved to approve the Agenda subject to the following changes: . Updated infonnation on Item VL4 - Mote Marine Proposal . Updated infonnation on Item VII.2 - Visitor Infonnation Specialist . Updated infonnation on Item VIlA - Marco Island Museum Funding . Item VIII.le - Tax Collcctions - CC Tax Collector to be heard as item VlII.l a . Item VlIL I b. To follow, remaining items to be renumbered accordingly. . Item VIIl.2.e to be heard as item VIII.2a, remaining items to be renumbered accordingly. Second by Mr. Olesky. Carried unanimously 8-0. V. Approval of TDC Minutes 1. Regular Meeting November 23, 2009 Mr. Hendel moved to approve the minutes of the November 23,2009 meeting subject to the following change: . Page 8, Item X. line 1 from" I :00 pm - 5 :00 pm" to "3:00 to 5 pm" Second by Mr. Olesky. Carried unanimously 8-0. VI. New Business 1. Elect Vice-Chairman Ms. Becker moved to nominate Mr. Hendel as Vice Chairman of the Tourist Development Council. Second by Mr. Medwedeff. Carried unanimously 8-0. 2. TDC Meeting Frequency Jack Wert, Tourism Director presented the Executive Summary "Change in Frequency of Tourist Development Council (TDC) meetings" dated January 25, 2010 for review. He requested thc Council consider changing the meeting schedule to bi-monthly meetings with the next meeting being in March 2010. Mr. Hill noted he preferred to maintain the existing schedule due to the many critical issues the Council deals with at this point in time. Mr. Sorey noted, should pending business warrant it, there is a provision to call a "Special Meeting" in an off month. 2 January 25,2010 Ms. Becker recommended holding the Annual Workshop during the "Off Season. " Chairman Coyle recommended the bi-monthly meeting schedule proposed by Staff be approved with the understanding the Chairman may call for a meeting if business warrants it. Discussion occurred on the timing for the Annual Workshop or ifit should be held later in the year coinciding with the budget process and/or at a time when the County is in a better position to deal with any issues related to the possible relocation the Chicago Cubs Spring Training Facility to Naples? The Council determined to re-schedule the Annual TDC/BCC Workshop from February 10, 2010 to late March or early April. The Council determined to change the frequency of TDC meetings to a bi-monthly schedule. unless Council business requires a meeting in the offmonth. 3. Discussion Topics for February 10,2010 BCC/TDC Workshop Jack Wert presented the Executive Summary "Discussion Topic Suggestions for February 10,2010 Annual Joint BCC/TDC Workshop" dated January 25,2010. The following topics were suggested: . Marco Island Museum Funding . Non-County Owned Museum Grants (Category C-2) for FY II . Changes to TDC Ordinance to fund future year-round destination marketing. . Chicago Cubs Spring Training Facility feasibility study and funding sources. . Return on Investment (ROI) measurement techniques to improve reporting The Council noted some of the topics may be vented by the Council, as opposed to requesting BCC direction in the Workshop (i.e. refining ROI measurements). Jack Wert noted he has the necessary input to prepare the Agenda for the Workshop. 4. Mote Marine Proposal Jack Wert presented thc Executive Summary "Mote Marine Proposal for "Red Tide Monitoring" totaling $3.800" dated January 25,2010 for review. He noted: . The County currently utilizes the "Red Tide Monitoring Program" developed by Mote Marine. . County Staff is issued Blackberry's giving them the ability to upload beach water quality samples to the internet. . The uploaded sample results are utilized to develop a database to report "Red Tide" conditions at area beaches. . The County is thcn notified if a "Red Tide Alert" is declared, with Staff providing notification to the public of the conditions via signs on the beach. 3 January 25,2010 . The Program also allows the public to monitor beach conditions through the internet. . The funding for the Blackberry devices has expired and Mote Marine contacted the Counties involved in the Program for assistance in funding the devices. . The total funding for all Counties involved is approximately $17,000, Collier County's share to be $3,800. Staff is recommending funding the Program with $1,900 each to be dedicated from Category A and Category B funds. Mr. Hendel moved to approve Staff's recommendation. Gary McAlpin, Coastal Zone Management stated he is not in favor of funding the item, as it is a "Tourism" issue, not a "Beach Maintenance" issue. The Department does not have available funding to support the Program. Jack Wert noted the County would continue to monitor beach water quality without the Program, utilize the signage on the beach, but further dissemination of the information will be limited. Discussion occurred noting the County has ample opportunities (in lieu of the Program) to provide the notifications to the public. Without a second, the motion was not considered. VII. Old Business 1. Chicago Cubs Spring Training Facility Report (Information Only) Mr. Hendel provided the following update: . The Board of Directors of the Chicago Cubs reviewed the proposal submitted by the Naples entrepreneurs wishing to re-locate the Cubs spring training facility to Collier County. . The Cubs Facility is currently located in the city of Mesa, Arizona, who also submitted a proposal to keep the Cubs in Mesa. . The Directors voted on the proposals, resulting in a tie vote. . The Cubs organization has decided to allow Mesa to provide a revised proposal. . No formal decision has been made by the Cubs organization on the location of the new Spring Training Facility Discussion occurred on how TDC funding may be involved in any proposals for the relocation (the Lodging Associations position on increasing the Tourist Tax to 5% or using Tourist Taxes through re-directions of funding at the current 4% level, etc.). It was noted any discussions or decisions on these issues raised are pre-mature given the status of the decision to be made by the Cubs organization. 4 January 25,2010 2. Visitor Information Specialist Jack Wert presented the Executive Summary" Visitor Information Center Specialist" dated January 25, 2010 for review. He noted: . It was brought to the attention of the TDC Subcommittee (when considering revisions in Tourist funding,) there is a lack of coordination between the arcas Visitors Center. . The Staff person would have a myriad of duties included but not limited to: ensuring the Visitor Centers have consistent publications, coordinating monthly meetings between Chamber Executives, coordinating publications and maps, recruiting volunteers, etc. . The Chamber of Commerce will provide the office space for the employee. . The position is lor a I year trial period and requires funding by the TDC in the amount of $64,740. Speaker Michelle Klinowski, Greater Naples Chamber of Commerce reviewed the budget for the position, noting the total expenses per year including payroll, office overhead expenses, etc. is $74,740. The Chamber is donating funds equaling a value of $1 0,000 making the expense for the Tourist Development Council $64,740 for the year. Mr. Hendel moved to approve (recommend to the Board of County Commissioners funding the position as outlined by Staff). Second by Ms. Becker. Carried unanimously 8-0. 3. Naples Museum of Art Grant Agreement Amendment Jack Wert presented the Executive Summary "Amendment to Naples Museum of Art, Inc. FY 10 Grant Agreement to change the effective dates" dated January 25, 2010 for review. Mr. Sorey moved to approve (recommend approval to the Board of County Commissioners) the llmendment to the Naples Museum of Art, Inc. FY 10 Grant Agreement. Second by Mr. Hendel. Carried unanimously 8-0. 4. Marco Island Museum Funding Jack Wert presented the Executive Summary "Marco Island Museum Funding Discussion" dated January 25,2010 for review. He noted: . The TDC had previously authorized a Tourist Tax Grant in the amount of $100,000 for the exhibit project at the Museum. . The City of Marco Island has offered a matching grant opportunity up to $350,000 to assist in funding the exhibit project. . Paradise Advertising and Marketing, Inc. has offered to donate up to $100,000 of the media commissions to increased marketing efforts for the TDC to be due on the additional $IM dollars allocated to marketing from the re-direction of Beach Reserves. The firol'S intent is to allow the TDC to re-invest the $100,000 into marketing efforts. 5 January 25,2010 . The County may be able to allocate up to $150,000 in General Fund Capital Reservcs towards the exhibit project. The Council requested clarification on how the $700,000 of funds would be utilized. Marla Ramsey, Director noted it is a one time capital expenditure for exhibits and displays primarily for the "Calussa Room." The funds from the General Fund Capital Reserves are available for use. Discussion occurred on the concept ofre-directing Paradise Advertising's donation from marketing to the funding Museum exhibits. 1t was noted Paradise Advertising could make the donation separately, as they see fit, following the payments by the County for the Media Commissions. Mr. Sorey moved to support the concept for the funding of the Marco Island Museum Exhibit Project and recommend the Board of County Commissioners approve the concept ((I $100,000 was previously approvedfor allocation to the exhibits by the TDC. Paradise Advertising's funds belong with them for utilization as they see fit, alld the $150,000 from the General Fund Capital Reserve is available, however the funds are 110t in the purview of the TDC.) Second by Mr. Medwedeff. Cedar Hames, Paradise Advertising noted he would rely on the Council's direction regarding thc proposed $100,000 donation The Council encouraged Paradise Advertising and Marketing, Inc. to donate the $100,000 in questioll to the Marco Island Museum Exhibit Project Carried unanimously 8-0. Break: 10:39 am Reconvened: 10:55 am VIII. Staff Report Presentations 1. Section I - Marketing Partners a. Tax Collections - CC Tax Collector Jack Wert presented the "Tourist Tax Collection" data updated through December 2009. b. Klages Research Report Dr. Walter Klages, Research Data Services, Inc. presented "Collier County Tourism Research. December 2009" dated January 25,2010 to the Council i. Focus Group Research Results Jack Wert presented the "Collier County Tourism Research 2009 Qualitative Research" prepared by Research Data Services, mc, dated 6 January 25,2010 January 25,2010 to the Council. c. Paradise Advertising Fran Vaccaro, Paradise Advertising provided an update on the Winter Northern Campaign marketing efforts for the region including television, online and print mcdia advertising. Dave DiMaggio, Paradise Advertising provided an overview on the production ofrecent TV advertisements utilized in marketing the region. Jeff Bunting, Paradise Advertising provided an overview of recent photographic productions to be utilized in marketing the region. d. Website Activity - Miles Media Submitted e. Search Engine Optimization - SMT, Inc. Submitted f. Fulfillment & Inquiry Summary - Phase V Submitted 2. Section II - Staff Department Reports The following Reports were submitted by Staff: a. Director's Report b. Sales Manager Report c. P.R. Manager Report d. Film Coordinator Report e. Sports Marketing Report f. International Representatives IX. Detailed Staff Reports Submitted X. Announcements I. BCC-TDC Joint Workshop, February 10, 2010 (3:00 pm - 5:00 pm) Canceled XI. Audience Input & Discussion None XII. Council Discussion Ms. Beeker reported: . Proposed revisions to the "evaluation form" (for Grant Recipients) are still under consideration. . The merging ofthc two visitor guides (Chamber of Commerce and Convention and Visitors Bureau) as recommended by the TDC Subcommittee may not be possible (due to regulations.) 7 January 25,2010 Jack Wert noted the new Visitor Information Specialist may provide an avenue to reduce duplications in Guides. The Official Tourist Map continues to be developed. XIII. Next Scheduled Meetiug Date/Locatiou - March 22, 2010 - 9:00 AM Collier County Government Ceuter, Administration BLDG. F, 3rd 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 11:55 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Commissioner Fred Coyle, Chairman These minutes approved by the Board/Committee on as presented or as amended 8