TDC Minutes 03/15/2010 R
March 15,2010
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, March 15,2010
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 SESSION in Building "F" of
the Government Complex, Naples, Florida with the Following members
present:
Chairman: Commissioner Fred Coyle (Excused)
Vice Chairman: Murray H, Hendel
Susan Becker
Clark Hill
Rick Medwedeff
Robert Miller
Ed (Ski) Olesky
John Sorey III (Excused)
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
March 15, 2010
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
MARCH 15, 2010 9:00 a.m.
Collier County Commission Chambers
* Requires TOe Action
I. Call to Order - Chairman Coyle
II. Pledge of Allegiance
III. Roll Call
IV. Changes and Approval of Agenda
V, Approval of TOC Minutes *
1. * Reoular Meetino Januarv 25. 2010
VI. New Business
1. * Toe Board Member Nomination_Recommendations
2. * Paradise Advertising Gross Billina
3. * Consultina Services with James lee Witt Associates ~ Gary McAlpin
VII. Old Business
1. 0 1 FY 10 Financial ReDort
2. Information Center SDecialist AQr~ement wit!L..Naoles Chal1)b~
3. Children's Museum of Naples Discussion - Site Tour and Exhibit N~minQ
4, Return on Investment CROll Stl!dies CInfQ,rmation O!'JY}
5. Holocaust Museum Interim UDdate (Information Onl'>'1
VIII. Staff Report Presentations
1. Section I - Marketina Partners
a. Tax Collections - Jack Wert
b. Paradise Advertising
c. Klages Research Report
d, Website Activity - Jack Wert
e. Search Engine Optimization - Jack Wert
f. Fulfillment 8< Inquiry Summary - Jack Wert
2. Section II - Staff DeDartment ReDorts (Jack Wert)
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
X. Announcements
1. Tourism Week Luncheon and Awards Ceremony - Noon - May 13, 2010, Naples Beach Hotel
and Golf Club
XI. Audience Input & Discussion
XII. Council Discussion
XIII. Next Scheduled Meeting Date/Location - May 24, 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 tOt 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.
March ]5,2010
1. Call to Order - Chairman Coyle
Vice Chairman Hendel 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.
IV. Changes and Approval of Agenda
Jack Wert noted the Research Data Services Inc, Report for February had been
added to the meeting packet.
Mr. Hill moved to approve the Agenda. Second by Ms. Becker. Carried
unanimously 6-0.
V. Approval ofTDC Minutes
1. Regu]ar Meeting January 25, 2010
Ms. Becker moved to approve the minutes of the January 25,2010 meeting.
Second by Mr. Olesky. Carried unanimously 6-0.
VI. New Business
]. TDC Board Member Nomination Recommendations
Jack Wert presented the Executive Summary "Tourist Development Council
Appointment Review" dated March 15, 20]0.
Mr. Olesky noted he had not received a notice his term was expiring and had not
re-app]ied before the close of the deadline for applications and indicated he was
interested in continuing his service on the Council.
Kelly Green, Tourist Tax Coordinator noted the Council could act on the
applications for Ms. Becker's vacancy,
Mr. Hendel noted 3 persons had provided applications to serve on the Council,
Robert Raymond, Don York and Susan Becker. He would be abstaining as he
personally knows all three candidates,
Mr. Hill moved to recommend the Board of County Commissioners appoint
Susan Becker to the Tourist Development Council. Second by Mr. Medwedeff.
Motion carried 5-0, with I abstention. Mr. Hendel abstained.
Colleen Greene, Assistant County Attorney recommended the Council request
the Bee re-advertise the position currently held by Mr. Olesky,
Mr. Hill move to recommend the Board of County Commissioners re-advertise
the position currently held by Mr. Olesky. Second by Ms. Becker. Carried
unanimously 6-0
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March 15, 2010
2. Paradise Advertising Gross Billing
Jack Wert presented the Executive Summary "Recommend approval of
Additional billing for up to $1,975,000 from Paradise Advertising and Marketing,
Inc. at gross in accordance with their agreement with Collier CounZV" dated
March 15,2010,
Mr. Hill moved to recommend approval for up to $1,975,000 of additional
billing for Paradise Advertising and Marketing, Inc, at gross in accordance
with their agreement with Collier County. Second by Mr. Olesky. Carried
unanimously 6-0.
3. Consulting Services with James Lee Witt Associates - Gary McAlpin
The Executive Summary "Recommendationjor the CAC and TDC to approve
funding in the amount of $2 5,000 with James Lee Wilt Associates, to provide
consultant support to facilitate the resolution of"FEMA payments{or heach damages
during Tropical Storm Gabrielle, Hurricane Katrina and Hurricane Wilma" dated
March 15,2010 was presented by the Director of Coastal Zone Management for
reVIew.
Mr. Medwedeff moved to recommend funding in the amount of $25,000 with James
Lee Witt Associates, to provide consultant support to facilitate the resolution of
FEMA payments for beach damages during Tropical Storm Gabrielle, Hurricane
Katrina and Hurricane Wilma." Second by Mr. Olesky. Carried unanimously 6-0.
VII. Old Business
1. Q 1 FY 10 Financial Report
Jack Wert presented the Executive Summary "Review Quarterly Financial
Statement for TDC Funds" dated March 15,2010 forreview by the Council.
2. Information Center Specialist Agreement with Naples Chamber
Jack Wert presented the Executive Summary "Recommend approval of a
Memorandum of Understanding with Greater Naples Chamber of Commerce to
support funding of a Visitor Information Center Specialist position at an annual
cost of up to $65,000 dated March 15,2010.
He noted:
. The position was a result of recommendations by TDC Subcommittee which
reviewed Tourist Tax Funding issues in the County.
. The Chamber of Commerce will advertise the position.
. The position will be tunded primarily by TDC funds with the Chamber of
Commerce providing funds in the amount of$10,000.
. A panel of qualified persons will be involved in the selection of the
individual to till the position.
. The position is tor a 12 month term, requires re-funding and intended to be
evaluated on an on-going basis to dctermine its effectiveness.
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March 15,2010
Ms. Becker moved to approve the Memorandum of Understanding with Greater
Naples Chamber of Commerce to support funding of a Visitor Information
Center Specialist position at an annual cost of up to $65,000. Second by Mr.
Hill. Carried unanimously 6-0.
3. Children's Museum of Naples Discussion - Site Tour and Exhibit Naming-
Jack Wert presented the Executive Summary "Discussion of the Children's
Museum of Naples request for a Construction Site Tour and the Naming of an
Exhibit" dated March 15,2010.
The Council has an invitation to tour the Children's Museum of Naples currently
under construction at the North Collier Regional Park. The Museum intends to
recognize the County's (TDC and BCC) participation in funding the Museum.
The Council determined a site visit would be acceptable and for Staff to schedule
it after the peak tourist season.
4. Return on Investment (ROI) Studies (Information Only)
Jack Wert presented the Executive Summary "Review and discuss new Return
on Investment (ROI) measurement techniques" dated March 15,2010.
He noted various techniques will be utilized to determining the Return on
Investment from the increased advertising campaign, Philadelphia will be a test
market (an area targeted that had not been previously). A report on the ROI is
anticipated for the May meeting.
5. Holocaust Museum Interim Update (Information Only)
Jack Wert noted the Museum visitation statistics have been provided and Staff wi II
request other museums to provide similar data to determine the amount of out of
market visitation and if they are tourists or seasonal/full time residents.
VIII.
Staff Report Presentations
1. Section I - Marketing Partners
a. Tax Collections - Jack Wert
The Council reviewed the document "Tourist Tax Collections" updated
through January 2010 collections.
The Council requestedfuture documents provide the actual vs. projected tax
collections on a year-to-date basis.
b. Paradise Advertising
Fran Vaccaro, Paradise Advertising provided an updated Slideshow on the
various marketing efforts for the area including television, online and print
media,
c. Klages Research Report - Jack Wert
It was noted visitation to the area is increasing over the previous year (+ 6 %
in January), Overall tax collcctions still lag as the Average Daily (room) Rate
has decreased, creating reductions in the anlOunt of Tourist Tax collected per
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March 15,2010
room rental. As the Average Daily Rate increases, Tourist Tax Collections
will increase accordingly.
d. Website Activity - Jack Wert
e. Search Engine Optimization - Jack Wert
f. Fulfillment & Inquiry Summary - Jack Wert
2. Section II - Staff Department Reports (Jack Wert)
a. Director Report
He noted the President of the United States signed the "Travel Promotions
Act" which will provide a "National Office of Tourism." A $10 fee will be
charged to International visitors to assist in funding the Agency with the fee
being valid for 2 years.
b. Sales Manager Report
c. P.R. Manager Report
c. Film Coordinator Report
d. Sports Marketing Report
e. International Representatives
IX. Detailed Staff Reports
Available online
X. Announcements
1. Tourism Week Luncheon and Awards Ceremony - Noon - May 13, 2010.
Staff will research the feasibili(v of the Council members attending the event and
any ramifications with the Sunshine Law.
XI. Audience Input & Discussion
None
XII. Council Discussion
Ms. Becker thanked Council members for their support in her application to serve on
the Council. The Council funds a monthly local Arts and Culture Guide which
continues to provide an invaluable service to tourists and the public,
Mr. Wert noted Mr. Popoff no longer serves on the Marco Island City Council and
will be replaced as a member of the Tourist Development Council.
XIII. Next Scheduled Meeting Date/Location - May 24,2010 - 9:00 a.m. 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 10:38 A.M.
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March 15,2010
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Murray Hendel, Vice Chairman
These minutes approved by the Board/Committee on
as presented or as amended
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