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BCC Minutes 03/15/2010 W (w/TDC) March 15,2010 MINUTES OF THE COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS/TOURIST DEVELOPMENT COUNCIL WORKSHOP Naples, Florida, March 15,20]0 LET IT BE REMEMBERED, that the Collier County Board of County Commissioners and the Tourist Development Council in and for the County of Collier, having conducted business herein, met on this date at ] :00 PM in a WORKSHOP SESSION in Building "F" of the Government Complex, Nap]es, F]orida with the following members present: Chairman: Fred Coyle (Excused) Vice Chairman: Frank Ha]as Donna Fia]a Tom Henning Jim Coletta ALSO PRESENT: Jack Wert, Tourism Director Mark Isackson, Sf. Budget Ana]ysis Jeff Klatzkow, County Attorney Sue Fi]son, Executive Manger to the BCC COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS and TOURIST DEVELOPMENT COUNCIL O~~\ 1/'1' . f I ~ ". (, I', II,."""" ?I-:-. \ JOINT WORKSHOP AGENDA March 15,2010 1:00 PM - 3:00 PM Fred Coyle, BCC Chairman, District 4 (Absent) Frank Halas, BCC Vice-Chairman Commissioner, District 2 Tom Henning, Commissioner, District 3 Jim Coletta, Commissioner, District 5 Donna Fiala, Commissioner, District 1 NOTICE: ALL PERSONS WISHING TO SPEAK ON AGENDA ITEMS MUST REGISTER PRIOR TO SPEAKING. SPEAKERS MUST REGISTER WITH THE COUNTY MANAGER PRIOR TO THE PRESENTATION OF THE AGENDA ITEM TO BE ADDRESSED. ALL REGISTERED SPEAKERS WILL RECEIVE UP TO THREE (3) MINUTES UNLESS THE TIME IS ADJUSTED BY THE CHAIRMAN. COLLIER COUNTY ORDINANCE NO. 2003-53, AS AMENDED BY ORDINANCE 2004-05 AND 2007-24, REQUIRES THAT ALL LOBBYISTS SHALL, BEFORE ENGAGING IN ANY LOBBYING ACTIVITIES (INCLUDING, BUT NOT LIMITED TO, ADDRESSING THE BOARD OF COUNTY COMMISSIONERS), REGISTER WITH THE CLERK TO THE BOARD AT THE BOARD MINUTES AND RECORDS DEPARTMENT. Page 1 March 15,2010 IF YOU ARE A PERSON WITH A DISABILITY WHO NEEDS ANY ACCOMMODA TION IN ORDER TO P ARTICIP A TE 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 T AMIAMI TRAIL, NAPLES, FLORIDA, 34112, (239) 252-8380; ASSISTED LISTENING DEVICES FOR THE HEARING IMPAIRED ARE AVAILABLE IN THE COUNTY COMMISSIONERS' OFFICE. 1. CALL TO ORDER 2. PLEDGE OF ALLEGIANCE 3. CHANGES/APPROVAL OF AGENDA 4. NEW BUSINESS A. WORKSHOP DISCUSSION TOPICS . FUNDING FOR YEAR ROUND DESTINATION MARKETING . NON-COUNTY OWNED MUSEUM GRANTS FOR FY11 Marco Island Museum Funding . CHICAGO CUBS FACILITY FUNDING 5. QUESTION AND ANSWER PERIOD 6. BCC/TDC DISCUSSION 7. NEXT MEETING DATE/LOCATION 9:00 AM May 24, 2010 TDC Monthly Meeting, BCC Chambers 8. ANNOUNCEMENTS Tourism Week Luncheon & Awards Ceremony NOON - May 13,2010 Naples Beach Hotel and Golf Club 9. Adjourn Inauiries concerninl!: chanl!:es to the Board's al!:enda should be made to the County Manal!:er's Office at 252-8383. Page 2 March 15, 2010 March 15,2010 I. CALL TO ORDER Commissioner Halas called the meeting to order at 1 :00 p.m. II. PLEDGE OF ALLEGIANCE The Pledge of Allegiance was recited. III. CHANGES/APPROVAL OF AGENDA There wcre no changes to the Agenda. IV. NEW BUSINESS I. Workshop Discussion Topics Jack Wert provided the following documents for the record: . Collier County Ordinance 2005-43 . Collier County Ordinance 2009-58 . Chapter 125.0104 (2009), Florida State Statutes . Tourist Development Council Category "B" Grant and Event Sponsorship Application FY 2010-11 . Tourist Development Council Category "C" Grant and Event Sponsorship Application FY 2010-11 a. Funding for Year Round Destination Marketing Jack Wert provided an overview with the following highlights: . It is becoming critical for the region to develop a year round tourist/group sales advertising campaign. . An increased marketing campaign bcgan in January 2010 (earlier than nonnal) . A new market was targeted (Philadelphia) which will assist in providing a basis for evaluating the effectivcness of the increased marketing campaign. . Currently the Department is using "non recurring funds" for the increased advertising campaign. . Discussions are necessary to determine how the advertising can be funded on a re-occurring basis. . The new Marco Island Muscum is coming on line and the County needs to address its funding. Commissioner Halas noted it is critical for the County to determine the effectiveness of the redirected funds utilized in the increase marketing campaign. Mr. Sorey expressed his concern on re-directing emergency funds dedicated to beach maintenance as recent "hot spots" have been identified (areas of beaches subject to high erosion) that require emergency maintenance (before the next scheduled Beach Re-nourishment.) 2 March 15,2010 Commissioner Fiala asked Mr. Wert the current status of the Tourist Tax Collection from this year vs. last year. Jack Wert noted the number of visitors has increased; however revenue is still behind the projections and close to even with the previous year. Although the number of visitors are increasing, Average Daily (room) Rate has decreased negatively affecting overall collections. Commissioner Coletta noted one cent in Tourist Tax would raise approximately $2M in revenue and recommended consideration be given to raising the Tourist Tax Y. percent to provide additional revenue to assist in funding a year round advertising campaign. Mr. Medwedeff stated an increase in the Tourist Tax would have a devastating effect on business in the Region. The County is at a disadvantage with the other completive markets due to its higher Average Daily Room Rate and the cost of transportation into Collier County (airfares and supply of flights). The discussion should revolve around how the revenue is allocated within the TDC budget. He provided statistics between Collier County's TDC expenditures and other Counties within their competitive set (Lee, Miami-Dade, Palm Beach, etc.) highlighting the following: . The County utilizes the lowest percentage of its funds for advertising compared to competitors in the market . Collier County expends the highest percentage of funds for Beach Re- nourishment compared to competitors in the Market. . Collier County is the only County that utilizcs funds to serve the operating expenses of the County museums. . The competitivc sets have similar quality beaches and museum facilities and have found alternate means offunding the operations. . A higher tax would rcquire a reduction in room rates to offset the tax incrcase as Group Sale clients incorporate all cxpcnses in holding an event in an area including airfare, taxes, hotel room rates, food and drink, etc. . It is critical for the County to maintain its place in the market via a year round advertising campaign. Commissioner Henning requestcd the BCC review the avenues for funding coastal projects and museum funding Discussion occurred noting the limited supply of air flights in and out of Regional Southwest Airport may have a negative impact on tourism on Collier County. Commissioner Halas recommended the County (TDC, Airport Authority) investigate the viability of Naples Airport providing airline service to targeted markets to assist in bringing tourists and group sales clients to the 3 March 15,2010 area. It was noted the length of runway at the Naples Airport may be a limiting factor in attracting the targeted flights. b. Non-County Owned Museum Grants for FY 11 Jack Wert noted the Non-County Museums funding is different than the County Museums funding. The Non-County Museums receive Grants, an amount annually available based on overall Tourist Tax Revenue, while the County Museums receive funding for their operating expenses. Mr. Sorey noted he opposes decrcasing the Non-County Museum Grants as thcy advertise for out of market visitation. i. Marco Island Museum Funding Jack Wert noted the Museum will be coming on line and will require Operation funding by the TDC. He noted this may negatively impact the Non-County Museums. Mr. Halas noted the Non-County Museums may need to increase fund raising by pursuing donations, endowments and user fces. This concept could apply to the County Museums as well. Commissioner Fiala noted the Marco Island intends to utilize one Staff pcrson and rely on a strong volunteer force to staff the museum. Commissioner Coletta noted and JeffKlatzkow, Assistant County Attorney agrecd, for liability reasons, a County employee should be on site any hours the Museum is open. Marla Ramsey, Public Facilities Administrator noted the cost anticipated to operate the Museum is $150,000 annually. It was noted the other Counties identified by Mr. Medwedeffutilize user fees and ad valorem taxes to fund the Operating Expenses of County Museums. Ms. Becker provided the following statistics: 26.764% of the first 2% of Tourist Tax is dedicated to Museums. 4.764 % is allocated to Non-County Museums. 22.00% is allocated to the County Museums. She noted the figures indicate the Non-County Museums already receive a small portion of funding from the TDC. Discussion occurred on the history of funding the County Museum operations and how the burden was shifted to TDC funds from the General funds in the mid 1990's. It was noted the figures provided by Ms. Becker are per the Collier County Ordinance No. 2005-43, the Ordinance governing the TDC. Any changes in this funding would require approval of the BCC. c. Chicago Cubs Facility Funding - (This item was addressed before item IV.b) Mr. Halas stated he would be opposed to a 1 cent increase in the Tourist Tax to purchase bonds to build a stadium. 4 March 15,2010 Mr. Hendel noted currently, the Cubs have indicated they will remain in Mesa, Arizona. For Collier County, the plan is for the land to be donated, the Stadium to be constructed with private funds and the Stadium donated to the County who would be responsible for its maintenance. The Cubs organization would relocate its operations to Naples which would have a positive economic impact on the area. Mr. Hill noted he was in Lee County when the Red Sox and Twins relocated to Fort Myers and there has been a large positive economic impact to the City/County. It was noted the issue would need to be resolved in the future, when the Cubs organization makes a more definite decision on its interest in re-locating to Collier County. With regard to the Workshop, the following was determined: I. The County should investigate the viability of Naples Airport providing airline service to targeted markets to assist in bringing tourists and Group Sales Clients to the area. 2. In May, statistics should be available to evaluate the success of the increased marketing campaign. 3. The BCC requested a complete analysis of the accounting of the Tourist Tax Revenue and the percentages expended within each TDC account (including beginning cash balances, balance of reserves, break down of expenses by category and statistics on Museum visitation.) To be provided by the first meeting in April. V. QUESTION AND ANSWERS PERIOD Included herein VI. BCC/TDC DISCUSSION Speakers Jill Barry, Naples Botanical Garden noted the organization received a TDC grant last year and their attendance is above projections with 50 percent of all visitors out of County. The Grant funds are utilized for "Out of County Marketing." In addition to grants the organization seeks funding from every available source (donations, etc.) Joel Kessler, Executive Director Naples Art Assoc., 100 percent of the TDC grant they receive is utilized for "Out of County" marketing as opposed to operating expenses. The Non-County Museums draw more persons from out of county than the County museums. He recommended the TDC and BCC re-evaluate the funding of County owned museums. Douglas Richenbach, Naples Zoo noted the Zoo continues to utilize the TDC Grants to build partnerships with corporations to make the funding support as effective as possible. The Grant criteria have dynamic criteria for approvals year after year and requested the process be more consistent. 5 March 15,2010 Robin Demattia, Marketing Consultant has clients that utilize TDC Grants and has a new client "Friends of Rookery Bay" who are a draw for tourists and will be seeking a grant this year to promote eco-tourism. Mr. Medwedeff expressed his support for Grants to Non-County Museums as they are heavily scrutinized and utilize the funds to attract visitors to the area from out of County. In addition, they utilize a variety of methods to raise funds for operating expenses. Mr. Hill read a letter into the record from the Collier County Lodging Association which thanked the BCC for their leadership in the public beach access issue that arose at Moraya Bay. VII. NEXT MEETING DATE 1. Tourism Week Luncheon and Awards Ceremony Noon - May 13,2010, Naples Beach Hotel and Golf Club There being no further business for the good of the County, the meeting was adjourned by order of the chair at 2:51 P.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL ~>2~ ./ Commissioner Frank Halas, Vice Chairman ATTEST: DWIGHT):.~~QCK, CLERK ~~,e~~ "''', .,' " .,,',)"" d~W'ti~f '," .,' ..',;-, . :, i :~ '-" . /"" These minutes approyelfby the Board/Committee on as presented / or as amended . 13d, A o,~ e. ~ 6