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TDC Minutes 02/23/2009 R February 23,2009 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, February 23, 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 Clark Hill Rick Medwedeff Robert Miller Ed (Ski) Olesky John Sorey, III Rob Popoff ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Colleen Greene, Assistant County Attorney Kelly Green, Administrative Assistant C.ollier 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. 1< R....e..g!.lliU__.M~i"g__1il!lY.iry_26.._2_009 VI. New Business 1. * ElDrida Sunshine Law Review 2. * FY 09 Tourism Media ~directionJOl-02) 3. * EY.JlUulv - SeDtember Incremental Media ProDosill 4. * future Toe Meetlna.Aoenda Suoaestions VII. Old Business 1. * FY 09 Tourist Tax Revenu.~gjoD-U.Rdilte_ 2. CJ:Iamber of. Commerce Workina RelationshID-.UJl.Cli..te 3. ' Rl<.<b!OlLule-MuIlU; Meeting d.....t.LMel!lJlri"!J)u!:!J>!ilI"y VIII. Staff Report Presentations 1. Section I a. Paradise Advertising Report b. !'<J.uu:J~.J:s_ejll~ll 1I...e.R.Otl 2. Section U 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 - JaNel! Modys f. Film Coordinator Report - Magg,ie McCarty g. Sports Marketing Report - Ralph Pryor h. Phase V - Fulfillment & Call Summary ~ Ginny DeMas IX. p:etailed Stafl~t5 X. Announcements http://www.colliergov.net/index.aspx?page=2608 2/24/2009 Collier County February 23, 2009 Page 20f2 1. Coun_'::i1man~~ervice AwardJ;~remJlI'Y_ XI. Audi ence Input &. Discussion XII. COlJlncil 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. Ad; ournment All interested parties are invited to attend, and to register to speak and to submit their objectio ns, 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 addition al 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=2608 2/24/2009 February 23,2009 I. Call to Order - Chairman Fiala Chairman Fiala called the meeting to order 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 Mr. Sorey moved to approve the agenda subject to the following change: Item VI1.1 to be heard as item V1.1.b Second by Mr. Hendel. Carried unanimously 9-0. V. Approval of TDC Minntes 1. Regular Meeting of January 26, 2009 Mr. Popoff moved to approve the minutes of the January 26,2009 meeting. Second by Mr. Hendel. Carried unanimously 9-0. VI. New Business 1. Florida Sunshine Law Review Colleen Greene, Assistant County Attorney provided a document entitled "Florida Sunshine Law Requirements.. as a reminder to Council members they are subj ect to the Sunshine Law. It was noted Mr. Medwedeff and Mr. Hill are members of the Collier County Hotel and Lodging Association. Colleen Greene requested they provide her with information regarding the organization including meeting formats so a determination can be made on how to handle the issue to avoid a Sunshine Law Violation. l.b FY 09 Tourist Tax Revenue Projection Update Jack Wert presented the Executive Summary "FY 09 Tax Revenue Projections Review" dated February 23,2009 noting the following: . Staff now projects a 10% reduction in Tourist Tax Revenues for FY 09 (as opposed to a 3% reduction previously estimated. . The Executive Summary proposed new budget allocations for TDC Funds (Fund 183 & 195, 184, 193, etc.) . The Department has also reduced Administrative Expenditures. He noted Tourist Development Council consensus would be appropriate to ensure Staff is moving in thc right direction in proposing the budget reductions. Discussion ensued on whether marketing efforts should be part ofthe budget reductions. 2 February 23,2009 Mr. Sorey requested the Council hear the remaining Items VI.2 and VI.3 before reaching consensus on the issue 2. FY 09 Tourism Media Plan Redirection (QI-Q2) Jack Wert presented the Executive Summary "First and Second Quarter 2009 Medial Plan Redirection" dated February 23,2009. Staff proposed to re-direct marketing funds traditionally utilized later in the season to the first week in March. Frau Vaccaro of Paradise Advertising provided a slide show entitled "Monthly Review Tourist Development Council" dated February 23,2009, which highlighted the recent and proposed marketing efforts including "Paradise Priced Perfectly. " It was noted Focus Groups are being convened to analyze steps the competition is undertaking in marketing. Mr. Sorey moved to approve the proposed shift in funds as presented (Staff recommendation in the Executive Summary "First and Second Quarter 2009 Medial Plan Redirection" dated February 23,2009 - "Staff requests the TDC recommend approval of the media plan outlined above totaling $373,600 and on the attached spreadsheets to begin on March 2, 2009 resulting in a media plan totaling $1,405461 domestic and $269,704 International.)" Second by Mr. Olesky. Carried unanimously 9-0. 3. FY 09 July - September Incremental Media Proposal Jack Wert presented the Executive Summary "Incremental Media Proposal for FY 09" dated Febmary 23,2009. Staff proposed utilizing Emergency Funds for marketing from July through September. The request is to re-instate funds that would be re-directed to the Winter Campaign. By priority, Staff would first re-instate the "In-State" Campaign, then International Campaign, and finally the Northern Campaign (New York, Chicago, etc). It is predicated on Staff having the funds available at the time. Jack Wert stated he would provide monthly updates to the TDC on the status of the funds (Emergency Advertising and Promotional Fund) Mr. Medwedeffmoved to approve the Staff recommendation in Executive Summary "Incremental Media Proposal for FY 09" dated February 23,2009- "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 $216,402for use in July- September 2009 advertising and marketing expenditures totaling $516,402. Second by Mr. Popoff. Carried unanimously 9-0. 4. Future TDC Meeting Agenda 3 February 23, 2009 Jack Wert presented the Executive Summary "Determine future TDC meeting agenda procedures and topics" dated February 23,2009. Mr. Hendel moved to adopt the 8 considerations provided in the Executive Summary." Second by Mr. Sorey. It was noted that Staff Reports should be toward the beginning of the meeting so Staff could return to work promoting a more efficient use of their time. Mr. Hendel amended the motion to adopt the 8 considerations provided in the Executive Summary ("Determine future TDC meeting agenda procedures and topics'J dated February 23, 2009 with the condition the Staff Report(s) item outlined in consideration #3 be placed near the beginning of an Agenda. Second by Mr. Sorey. Carried unanimously 9-0. VII. Old Business 1. Chamber of Commerce Working Relationship Update Jack Wert presented the Executive Summary "Chamber of Commerce Working Relationship Progress Report" dated February 23, 2009. He noted there would be a joint meeting convened with the area Chambers of Commerce, Convention and Visitors Bureau (CVB) and Staff from Research Data, Inc. to strengthen the working relationship between the CVB and area Chambers of Commerce. Mr. Hendel recommended a Committee be appointed to review the Tourist Development Council Ordinance (TDC), and recommend changes as necessary. Specifically: . The amount of the Tourist Tax charged. . The possible re-allocation of expenditures. . Review of existing publications for possible consolidation. . The funding mechanisms and role of the Chamber of Commerce and Visitors Centers. . Improving of statistical compilation and related analysis. He noted: . The overall goal would be to maximize the positive Tourist impacts on Collier County. . The Committee would have a member from the TDC, CVB, Chambers of Commerce, Hotel and Lodging Industry. . The Committee would have 60 days to deliberate and submit a Report to the TDC. He moved that the TDC hold a Special Meeting to form the Committee with the goal of providing a mandate back to the TDC. Second by Mr. Popoff. Colleen Greeue, Assistant County Attorney stated the TDC does not have the authority to establish Committees. It could form a Subcommittee of existing TDC 4 February 23,2009 members or Petition the Board of County Commissioners to appoint such a Committee. Speaker Michelle Klinowski, Vice President Greater Naples Area Chamber of Commerce expressed support for the concept of establishing a Committee as discussed. Discussion ensued on the nature of the formation of the Committee and the necessity of a cross section of participants (as opposed to being comprised solely TDC members). In addition, a Workshop of the TDC is convened to focus on possible revisions to the TDC Ordinance. Mr. Hendel amended the motion to have the Tourist Development Council authorize him to provide a recommendation to the Board of County Commissioners regarding the concept of appointing a short term Task Force with a time certain expiration date to complete a Report to be submitted back to the TDC and the Board of County Commissioners with recommended modifications to the existing structure. Second by Mr. Popoff Carried unanimously 9-0. Jack Wert noted many of the decisions made by the CVB (advertising and marketing efforts, etc.) receive input from outside sources (Chambers of Commerce, etc.) Chairman Fiala noted Mr. Sorey's concerns had been addressed regarding item l.b (and consensus had been reached on Staff's recommendation outlined in the Executive Summary) 3. Reschedule May TDC Meeting due to Memorial Day Holiday Jack Wert presented the Executive Summary "Reschedule May 2009 Tourist Development Council (rDC) Meeting.. dated February 23,2009. Ms. Becker moved to hold the regular May meeting of the Tourist Development Council on Thursday, May 28, 2009 at 9:00 AM at the Holocaust Museum of Southwest Florida. Second by Mr. Popoff Carried unanimously 9-0. VII. Staff Report Presentations 1. Section I a. Paradise Advertising Previously discussed b. Klages Research Report 5 February 23,2009 Jack Wert, Tourist Director provided a PowerPoint presentation on the "J anuary 2009 Visitor Profile." Discussion occurred regarding budget constraints within the County and the possible reduction in expenditures for highway median landscaping. It was noted the landscaping provides a unique aesthetic quality to the area and a positive benefit to the Tourism industry. This is confirmed by research data provided by the Klages Report. Mr. Hill stated he would approach the Collier County Hotel and Lodging Industry for a letter on their position on the issue of reducing expenditures in the area of median landscaping. Staffwas requested to place an item on the next agenda for consideration by the TDC for their position on the issue. 2. Section II Staff submitted the following reports for review by the Council (unless otherwise noted): a. Director's Report - Jack Wert b. Search Engine Report - Jack Wert c. Website Activity Report - Jack Wert d. Smith Travel Report - Jack Wert e. Sales Manager Report - Debi Debenedetto f. P.R. Manager Report - Jonell Modys The Council noted FAM's (Familiarization Trips) are very important and this effort should continue to be a priority in marketing efforts. Jack Wert noted a review of this marketing effort would be provided at the next TDC meeting. g. Film Coordinator Report - Maggie McCarty Maggie McCarty noted this was the first time the Department participated in the Berlin Film Festival. The event provided exposure for the Collier County leisure market available to Europeans. h. Sports Marketing Report - Ralph Pryor i. Phase V - Fulfillment & Call Summary - Ginny Demas IX. Detailed Staff Reports See attached reports submitted by Staff. 6 February 23, 2009 X. Announcements 1. Councilman Sorey Service Award Ceremony The Council recognized Mr. Sorey's Service Award to be presented by the Board of County Commissioners. Ms. Becker requested Staff provide the status of the Quarterly Round Table XI. Audience Input & Discussion None XII. Council Discussion None XIII. Next Meeting Date/Location - March 23, 2009 - Collier County Government Center, 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 11:12 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 ______._"__.._____,_._~~_.__._._.___.e__,__