TDC Minutes 03/23/2009 R
March 23, 2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, March 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 (Excused)
ALSO PRESENT: Jack Wert, Tourism Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Tax Coordinator
Collier County: March 23,2009
Page 1 of2
March 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
MARCH 23, 2009 9 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. * Regular Meetin9-Februarv--.1-.3,__2.0.0.9.
VI. Staff Report Presentations
1. Section I
a. .Kl.i.ges Research ReDort
b. Paradise..Advertising Re.po.rl
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 - JoNel! Modys
f. Film Coordinator Report - Maggie McCarty
g. Sports Marketing Report - Ralph Pryor
h. Phase V - Fulfillment &. Call Summary - Ginny DeMas
VII. New Business
1. * ADDointmen_t..,of Sub-Committe.e to review touri!iITI Qrdinance
2. * Public Rela.tiQ_ns Soecial R~9rt_:::_l!lNell Modv!ji
VIII. Old Business
1. Financial Uodate - Jack Wert
2. _f9CUS Grouo Discussion Tooics
IX. Dg_ti'iled Staff ReoQ.r~.$
x. Announcements - Rob Popoff, New Chairman of Marco Island City Council
XI. Audience Input &. Discussion
http://www.colliergov.netlindex.aspx?page=2616 3/19/2009
Collier County March 23, 2009
Page 2 of2
XII. Council Discussion
XIII. Next Scheduled Meeting Date/Location - April 27, 2009 - Collier County
Government Center, Administration Bldg. F, 3rd Floor, 3301 East
Tamiami Traill 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.
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=2616
3/19/2009
March 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 VI.! - 2 Section II to be heard before VLl.Section I
Second by Mr. Hill. Carried unanimously 7-0.
Mr. Olesky arrived at 9:02am
V. Approval of TDC Minutes
1. Regular Meeting of February 23, 2009
Ms. Becker moved to approve the minutes of the February 23,2009 meeting.
Second by Mr. Hendel. Carried unanimously 8-0.
VI. Staff Report Presentations
2. Section II
The following reports were submitted by Staff for review by the Council and
noted as follows:
a. Director's Report - Jack Wert
. Tourist Tax Collections reported for February (collected in January)
decreased by 15% from the previous year.
. A new data chart will be provided "Competitive Destination Analysis"
which compares occupancy statistics, etc. from competitive markets
within the State.
Jack Wert, Tourism Director and Amber Coldren of Paradise
Advertising provided the "Digital Marketing Report" highlighting changes to
the website (compressing images to improve "load" time, on-line visitors'
guides, upgrading hyper links within the site, etc.)
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
g. Film Coordinator Report - Maggie McCarty
h. Sports Marketing Report - Ralph Pryor
i. Phase V - Fulfillment & Call Summary - Ginny Demas
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March 23, 2009
1. Section I
a. Klages Research Report
Dr. Klages of Data Research Services, Inc. provided a Report on the
"February 2009 Visitor Profile" dated March 23, 2009 noting the following:
. Decreases in Group Market Sales are making targeting the leisure
market a higher priority.
. FY09110 international bookings have increased 15%
. Group meeting statistics are difficult to obtain, as they are confidential
statistics available only from Hotel management. They require 1 on 1
private meetings with management.
Mr. Hendel expressed concern over the Report in 3 areas:
1. There are no negative comments from visitors provided.
2. Do the statistics represent day-trippers, and/or overnight visitors?
3. There are no conclusions or recommendations contained in the Report
Dr. Klages noted:
1. Negative comments are a small percentage of overall comments and relayed
to Staff. The Report provided is a public document and Staffis cautious not
to create an undue negative appearance for potential visitors to the area. The
underlying negative themes are the higher cost of visiting the area in
comparison to other destinations, the high cost oftransportation to and from
the airport and waiting times for seating at restaurants. In future meetings,
he will provide the "theme" of negative comments to the Council's so any
appropriate actions can be taken.
2. Overnight visitors are included in the statistics. Day-tripper statistics are
available and will be provided in the next Report in an "estimated" format.
3. Recommendations are made to Staff on a monthly basis, and will be
provided to the Council.
The Report continued:
. There is a large potential to capture additional visitors from the
Canadian and European market.
. The possibility of obtaining Group Marketing Statistics should be
considered by the necessary parties (Staff and Hotel Management,
etc.)
. The Convention and Visitors Bureau Website:
(http://www.paradisecoast.com) ranked low for usability by recent
Focus Groups and improvements are underway to enhance the site.
. Focus Groups indicated high quality landscaping is important in the
areas of lodging, restaurants, retail shops, etc., however, as the
distance away from these areas increase the importance of the
landscaping decreases (i.e. highway landscaping, etc.)
Break: !0:24AM
Re-convened: 10:35AM
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March 23, 2009
b. Paradise Advertising
Fran Vaccaro of Paradise Advertising presented the Slideshow "Monthly
Review Tourist Development Council" dated March 23, 2009, which outlined
previous and future marketing efforts for the area.
It was noted recent shifts in the advertising funds and related campaigns
approved by the TDC have resulted in significant positive economic impacts to
the tourist industry in the area.
VII. New Business
1. Appointment of Subcommittee to Review Tourism Ordinance
Jack Wert presented the Executive Summary "Appoint a Subcommittee ofTDC
members to Review and make recommendations for possible changes to the
Collier County Tourist Tax Ordinance. " It recommended the Chairman of the
TDC appoint the members to the Subcommittee.
It was noted the Subcommittee should ensure beaches remain a priority in the
scope of the Ordinance.
Discussion ensued in two areas:
. The concepts proposed by Staff, that Staff organize and determine items
for consideration or should the Subcommittee determine the overall
direction of the task, with support from Staff.
. Possible revisions to the wording in the "Objectives" Section and if it
addresses the original concerns expressed by Mr. Hendel at the February
Meeting.
It was noted the purpose of the Subcommittee is to review the Ordinance and any
related issues and if necessary, make recommendations for revisions to the TDC
and Board of County Commissioners.
The Council determined the Subcommittee members should be charged with the
overall direction of the Subcommittee; and the wording proposed in the Executive
Summary is broad enough to ensure the identified concerns will be addressed.
Mr. Sorey moved to authorize the Chairman to appoint a Subcommittee as
discussed. Second by Mr. Medwedeff. Motion carried unanimously 8-0.
Chairman Fiala appointed Mr. Hendel, Mr. Hill, Mr. Miller and Ms. Becker to
the Subcommittee and appointed Mr. Hendel Chairman.
2. Public Relations Special Report - JoNell Modys
JoN ell Modys presented the Slideshow "Public Relations & Communications
Department Overview" dated March 23,2009. The presentation highlighted past
and future Public Relations efforts undertaken by the Department.
Jessica Kraft ofBCF, Inc. was introduced to the Council. She is in charge of the
County's Account for BCF, Inc. She provided an overview of past and future
efforts undertaken by the firm in promoting the area.
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March 23, 2009
Mr. Sorey left at 11: 51 AM
VIII. Old Business
1. Financial Update - Jack Wert
The Executive Summary "Cash Flow Analysis for Tourist Tax Funds" dated
March 23, 2009 was provided. The financial update indicated the cash flow
analysis proposed a 10 percent budget reduction based on existing and projected
Tourist Tax Collections. A brief overview of the budget was provided indicating
even with reduced revenue, all line items are in "good shape."
2. Focus Group Discussion Topics
Jack Wert provided the Executive Summary "Review Focus Group Research
Findings from Tampa and Palm Beach" dated March 23, 2009 and the document
"Naples, Marco Island, Everglades Area 2009 Focus Group Top Line Findings"
dated March 20, 2009 for the Council's consideration.
IX. Detailed Staff Reports
See attached reports submitted by Staff.
X. Announcements
Rob Popoff has been elected as Chairman of the Marco Island City Council.
XI. Audience Input & Discussion
None
XII. Council Discussion
Mr. Medwedeff requested Staff send meeting notices of the Subcommittee reviewing
the Tourist Tax Ordinance to TDC members.
XIII. Next Meeting Date/Location April 27, 2009 - Collier County Government
Center, Administration BLDG. F, 3'd Floor, 3301 East Tamiami Trail, Naples,
Florida 34112
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March 23, 2009
*****
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 11:59 A.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Commissioner Donna Fiala, Chairman
These minutes approved by the Board/Committee on
presented or as amended
as
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