TDC Minutes 05/28/2009 R
May 28, 2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, May 28, 2009
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 at the Holocaust
Museum of Southwest Florida, 4760 Tamiami Trail North, Suite 7 Naples,
Florida with the Following members present:
Chairman: Commissioner Donna Fiala
Vice Chairman: Murray H. Hendel
Susan Becker
Clark Hill
Rick Medwedeff (Excused)
Robert Miller
Ed (Ski) Olesky
John Sorey, III
Rob Popoff
ALSO PRESENT: Jack Wert, Tourism Director
Colleen Greene, Assistant County Attorney
Kelly Green, Administrative Assistant
Collier County: May 28, 2009
Page 1 of2
May 28, 2009
MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVElOPMENT COUNCIL
Holocaust Museum of Southwest Florida, 4760 Tamiami Trail North, Suite 7, Naples FL, 34103
MAY 2S, 2009 9 a.m.
Holocaust Museum of SW Florida
* Requires TDC Action
I. Call to Order - Chairman Fiala
II. Pledge of Allegiance
III. Roll Call
IV. Changes and Approval of Agenda
V. Approval of TDC Minutes *
1. * Regular MeetillgAprU27, 20Q~
VI. Staff Report Presentations
1. ~e~_tion I
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 - JoNell Modys
f. Film Coordinator Report - Maggie McCarty
g. Sports Marketing Report - Ralph Pryor
h. Phase V - Fulfillment & Call Summary - Ginny DeMas
2. Section II
a. KIAg~s Res~aLc:_bReport
VII. New Business
1. SRor:ts Marketing FQC:J!s Report
2. * FY 1~PrQPose~_IQ!!risl11l3~dget
3. * ~ummer~~RaignI'Yndtng ReqYest
4. * Summer Meetjmlsche~ule
VIII. Old Business
1. Qya r1:erlyJJmlllciaJReyiew
2. CastLI'J~'"\,-An!1lY:sis
IX. Petai1ed~t!1ff Rtmorts
X. Announcements
XI. Audience Input & Discussion
http://www.colliergov.net/index.aspx?page=271 7
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Collier County: May 28, 2009
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XII. Council Discussion
XIII. Next Scheduled Meeting Date/Location - June 22, 2009 - 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..83S0.
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=2717
5/2612009
May 15, 2009
FOR IMMEDIATE RELEASE
NOTICE OF PUBLIC MEETING
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
COLLIER COUNTY, FLORIDA
THURSDA Y, MAY 28,2009
9A.M.
Notice is hereby given that the Collier County Tourist Development Council (TDC)
will meet Thursday, May 28 at 9 a.m. at the Holocaust Museum of Southwest Florida,
located at 4760 Tamiami Trail North, Suite 7, Naples.
The meeting is open to the public.
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 l"acilities Management
Department located at 3301 E. Tamiami Trail, Naples, FL 34112, (239) 252-8380;
assisted listening devices for the hearing impaired are available in the Board of
County Commissioners Office.
For more information, call Director Jack Wert in the Tourism Department at 252-
2384.
"-""'"''''''''-'''-'~-'---''''__IO>'-'''_'''_''~'_''
May 28, 2009
I. Call to Order - Chairman Fiala
Vice Chairman Hendel 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. Popoffmoved to approve the agenda subject to thefollowing additions:
Item VIL5 - Clam Bay Water Quality Study.
Item VIlLI - Quarterly Financial Review.
Item VIlL2 - Cash Flow Analysis.
Item VIlL3 - TDC Subcommittee Report.
Item VL1.d - Submittal of the Smith Travel Research Report for Review.
Second by Mr. Sorey. Carried unanimously 7-0.
The Council held a moment of silence for former Tourist Development Council
Member Glenn Tucker who passed away
V. Approval of TDC Minutes
1. Regular Meeting of April 27, 2009
Ms. Becker moved to approve the minutes of the April 27, 2009 meeting.
Second by Mr. Popoff. Carried unanimously 7-0.
VI. Staff Report Presentations
Jack Wert noted Florida Gulf Coast University student Kathleen Deldin has
completed her Staff internship with the Convention and Visitors Bureau. (CVB).
1. Section I
a. Director's Report - Jack Wert
March Tourist Tax Collections decreased by 25.49% from the previous year.
It was noted Easter was not in March this year as it was last year.
For the Fiscal Year to date, collections have decreased by 15.94% from the
prevIOUS year.
Jack Wert provided a brief overview of the following reports.
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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May 28, 2009
Discussion occurred if visitor statistics can be linked to actual marketing
efforts.
Jack Wert stated statistics indicate for every dollar invested in marketing,
there is an economic impact of $16.43 to the area.
Statistics also indicate website activity for International inquiries increased
dramatically in August and JanuarylFebruary when increased funding was
allocated to International Marketing Campaigns.
2. Section II
a. Klages Research Report
Dr. Walter Klages, Research Data Services Inc. provided a PowerPoint
presentation on the "April 2009 Visitor Profile." The following was noted
during his presentation:
· Databases indicate a slight upward movement in economic
fundamentals in the first of week of May.
· Data indicates occupancy for April decreased by 4.8% from the
prevIOus year.
· The occupancy data does not reflect non-reported/collected, short-term
single-family home or condominium rentals.
· European Tour Operators indicate a strong request by clients for
rentals of condominiums and single family homes.
· The TDC Subcommittee reviewing Tourist Funding in the Collier
County is addressing the issue of non-collections of Tourist Tax from
rentals of single-family units.
· Dr. Klages assisted in developing the database for Lee County
regarding short-term single-family rentals and can assist Collier
County if requested.
· Dr. Klages recommended an increase of the Tourist Tax from 4% to
5% as it would not create a competitive disadvantage to the County
and is missing an opportunity for increased revenue.
Commissioner Fiala arrived at 9:51am and chaired the remainder of the meeting.
VII. New Business
1. Sports Marketing Focus Report
Ralph Pryor presented "Sports Marketing Focus Report" dated May 28,2009
and provided an overview of the status of the Sports Council of Collier County.
The following was noted:
· Lauren Gardner, a student from University of North Florida was
introduced as a new intern.
· The Sports Council focuses on hosting a variety of sports events
within the area (Nationally and Regionally recognized Volleyball/
SoftbaIVBaseball/Soccer Tournaments, Champ Boat Series Races,
etc.)
· Many of the events are beginning to return on a re-occurring basis.
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May 28, 2009
· FY '09 statistics indicate "Total Direct Economic Impact" to the area
has increased by 73% over the previous year. Future statistics will
attempt to track "Indirect Economic Impacts" to the area.
· Area businesses are beginning to become "Official Sponsors" of
events such as the Turtle Club for the Extreme Volleyball Tournament
on Vanderbilt Beach.
· Membership of participating hotels continues to increase with the
recent addition of the Ritz Carlton, etc.
· The interest by organizers in types of events to be hosted continues to
increase (marathons, beach tennis event, etc.)
· The growth ofthe Program will primarily be limited by Staff
constraints and the lack of available rooms for participants and
visitors.
· An increase in available lodging rooms will require additional
participating hotel memberships.
2. FY 2010 Proposed Tourism Department Budget
Jack Wert presented the Executive Summary "Recommend Approval of Tourism
Department Budgetfor FY 10" dated May 28,2009. Following his overview of
the budget, the following was noted:
· There are currently two mechanisms for increasing funding in
marketing and advertising - the use of 2 reserve funds.
· Approximately $lM - $l.5M of reserve funds (Fund 196) are
potentially available, however the use ofthese funds requires approval
by the Board of County Commissioners (BCC).
· A Reserve of approximately $700,000 available in the Promotions and
Advertising fund which utilization does not require the approval of the
BCC.
· An increase in the Tourist Tax Rate from 4 to 5% would provide an
additional dedicated source for promotions; however Mr. Wert does
not recommend this increase due to the current economic climate.
· The Marco Island Museum will become a category C-1 Facility
(Operated by the County Museum Department) and upon its
completion will require funding, which has not been addressed in the
budgets yet.
Mr. Sorey moved to approve the Tourism Department Budget/or FY'lO.
Second by Mr. Hendel. Carried unanimously 8-0.
Break-l0:47am
Reconvene -10:58am
3. Summer Marketing Campaign Funding Request
Jack Wert presented the Executive Summary "Summer Marketing Campaign
Reinvestment Request" dated May 28,2009. He provided an overview of the
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May 28, 2009
recent marketing efforts targeting Intemationa1/Domestic visitors including
"Paradise Priced Perfectly."
He requested approval of a "Summer Marketing Reinvestment Campaign" to
target the In-State markets ofMiami/Ft. Lauderdale, West Palm Beach, Orlando
and Tampa/St. Petersburg.
Fran Vaccaro, Paradise Advertising provided a slideshow "Monthly Review
Tourist Development Councif', dated May 28,2009, which highlighted the past
and proposed marketing efforts in support ofMr. Wert's request. The marketing
efforts will include Spot and Cable Television advertising, online advertising and
Digital Social Media.
Mr. Sorey moved to approve the request ("Summer Marketing Campaign
Reinvestment Request''). Second by Mr. Popoff. Carried unanimously 8-0.
Jeff Bunting, Paradise Advertising presented a slideshow, which highlighted
recent still photo and video shoots in the area to be used in advertising campaigns.
The Council requested a future presentation by Staff or Consultants on the use of
Facebook, V-tube, etc.
The Council reached consensus that the motion for the Summer Reinvestment
Campaign may include utilization (as necessary), offundsfrom the Promotion
and Advertising Reserve.
4. Summer Meeting Schedule
Jack Wert presented the Executive Summary "Summer Meeting Schedulefor
Tourist Development Council (TDC) " dated May 28,2009.
Discussion occurred if any business would need to be discussed in July, such as
recommendations made by the TDC Subcommittee reviewing Tourist Funding in
the County.
It was noted the Council could re-visit the item at the June regular meeting, and if
necessary, could schedule a meeting for July.
Ms. Becker moved to recommend not having a regular TDC meeting for July
2009. Second by Mr. Popoff. Carried unanimously 8-0.
5. Clam Bay Water Quality Study
Jack Wert presented the Executive Summary "Recommend approvalfrom the
Tourist Development Council of a Work Order for Water Quality Monitoring,
Data Collection, Circulation/Sediment Modeling and a Natural Resource
Characterizations Study of the Clam Bay Estuary as outlined in the attached
PBS&J proposal for time and materials, not to exceed price of $265, 012. "
Mr. Sorey, Chairman of the Coastal Advisory Committee provided an
overview of the proposal noting on page 11 of the Study - Item "Compensation"
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May 28, 2009
Tasks 4a. and 4b. will be completed with Tourist Development Council (TDC)
funds. The items have been budgeted by Staff.
Mr. Sorey moved to recommend the Board of County Commissioners approve the
Work Order (for Water Quality Monitoring, Data Collection,
Circulation/Sediment Modeling and a Natural Resource Characterizations Study
of the Clam Bay Estuary as outlined in the attached PBS&J proposal for time
and materials, not to exceed price of $265, 012. '~ Second by Mr. Popoff.
Carried unanimously 8-0."
VIII. Old Business
1. Quarterly Financial Review
Jack Wert presented the document "FY 09TDC Budget Report by Fund _ 2nd
Quarter (Cumulative) October 1, 2008 Thru March 31, 2009" for review by the
Council.
Mr. Sorey moved to accept the Report. Second by Mr. Olesky. Carried
unanimously 8-0.
2. Cash Flow Analysis
Jack Wert presented the document "Projected Year Ending Cash Balance - FY
08-09" for review by the Council.
Mr. Popoff moved to accept the Report. Second by Mr. Olesky. Carried
unanimously 8-0.
3. TDC Subcommittee Report
Mr. Hendel, Chairman of the Subcommittee provided an update on the TDC
Subcommittee reviewing tourism funding in the County. They held 3 meetings to
date with numerous speakers addressing items such as re-allocation of
expenditures and/or alternative funding for Beach Maintenance and Facilities, a
proposed increase in the Tourist Tax Rate, increasing collection efforts for Tourist
Taxes, increased coordination of CVB and the area Chambers of Commerce, etc.
The next meeting will be held on June 1, 2009 when the Subcommittee will
discuss recommendations to the TDC for changes (if any) in Tourist Funding.
IX. Detailed Staff Reports
See attached reports submitted by Staff with additional backup data available online.
X. Announcements
None
XI. Audience Input & Discussion
None
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May 28, 2009
XII. Council Discussion
None
XIII. Next Meeting Date/Location - June 22, 2009 - Collier County Government
Center, Administration BLDG. F, 3rd Floor, 3301 East Tamiami Trail, Naples,
Florida 34112.
It was recommended the meeting begin at 8:30am.
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 11 :47 A.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Commissioner Donna Fiala, Chairman
These minutes approved by the Board/Committee on
as presented or as amended
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