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TDC Minutes 01/26/2009 R 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 1 Collier County: January 26, 2009 Page 1 of2 January 26, 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 JANUARY 26, 2009 9 a.m. Collier County Commission Chambers * Requires TDC Action I. Call to Order - Chairman Fiala II. Pledge of Allegiance III. Roll Call lIV. Changes and Approval of Agenda V. Approval of TDC Minutes * 1. * Regular Meeting November 24. 2008 VI. New Business 1. * FY 09 Tourism Marketing Budget Reallocation 2. * CVB/Chamber of Commerce Relationship Discussion 3. * Beach Projects Budget Analysis VII. Old Business VIII. Staff Report Presentations 1. Section I a. Paradise Advertising Report b. Klages Research Report 2. Section II 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 - JoN ell Modys f. Film Coordinator Report - Maggie McCarty g. Sports Marketing Report - Ralph Pryor h. Phase V - Fulfillment &. Call Summary - Ginny DeMas iIX. Detailed Staff Reports :X. Announcements XI. Audience Input &. Discussion XII. Council Discussion XIII. Next Scheduled Meeting Date/Location - February 23, 2009 - Collier County http://www.colliergov.net/index.aspx?page=25 95 1/22/2009 Collier County: January 26, 2009 Page 2 of2 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. iPublic 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 (includingl but not limited tOI 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 95 1/22/2009 January 26,2009 I. Call to Order - Chairman Fiala Chairman Fiala 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. 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 VI. 1 V. Approval of TDC Minutes 1. 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. 1. Fy 09 Tourism Marketing Budget Reallocation Jack Wert provided the Executive Summary <fRecommendation that the Tourist Development Council approve the redirection of a portion of FY09 Budgeted tourist tax funds from off-season to in-season advertising and promotion up to $200,000" dated January 26, 2009 and Spreadsheet entitled "Naples, Marco Island and the Everglades 09 Winter 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 receiving input from industry representatives, Tourist Tax Revenue projections have been revised downward approximately 3 percent for FY 09. . The summer of2008, 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 the 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 provided an overview of the proposed advertising campaign via a slide presentation noting the following: . TV ads as well as online advertising. . Will target the New York and Chicago markets . Will focus on the leisure market. . A new web page will be introduced, www.mvparadisesavings.com for a promotion entitled "Paradise Priced Perfectly, Warm up with Hot Hotel Deals" which will be linked to lodging offers from participating vendors. Mr. Medwedeff voiced a concern that the revenue may be affected by at least a 10 percent decline and requested 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. Medwedeffnoted it is a positive approach and also recommended expanding the target market from New York and Chicago to include New Jersey, Pennsylvania, Ohio, etc. Staffwill provide a plan at the next meeting ifthe annual revenue 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 tax funds from 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 expenditures. Mr. Medwedeffmoved to recommend Staffseek 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 detailed campaign on how and when additional funds would be expended. Mr. Wert will need to review the budget and possible affects 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 implemented at a future date if necessary. Mr. Medwedeff 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 needed for 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 st quarter of the calendar year will continue to experience an economic downturn. Other markets are actively pursuing business to capture their share ofthe market. Keith Dameron, Marco Island Chamber of Commerce Member addressed the Council and noted many of the businesses are small businesses and are being adversely affected by the downturn. It is unprecedented that businesses are struggling to survive the "season." He expressed concern that the slow down in tourism is prohibiting the turnaround in the real estate market as well. Motion carried unanimously 6-0. Jack Wert noted the CVB annual budgets propose to expend 95% ofthe 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 of Commerce 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 Staff contact the Chambers for input on facilities funding and maintenance issues. In additionl contact Walter Klages of Research Data Services, Inc. on avenues for enhancing the gathering of statistics. 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 proj ections. 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 be re-evaluated at the end ofthe 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 ofthe 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. Medwedeff. Carried unanimously 6-0. Break-10:30AM Re-convene -10:38AM VII. Old Business None VII. Staff Report Presentations 1. Section I a. Paradise Advertising Fran Vaccaro of Paradise Marketing provided a PowerPoint presentation outlining a monthly review of advertising and marketing efforts . 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 ofthe 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 II 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 Staff 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. Web site 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, 3rd 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