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TDC Minutes 09/28/2009 R September 28, 2009 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, September 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 in Building "F" of the Government Complex, Naples, Florida with the following members present: Chairman: Commissioner Donna Fiala Vice Chairman: Murray H. Hendel (Excused) Susan Becker Clark Hill Rick Medwedeff Robert Miller (Absent) 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 1 Collier County: September 28, 2009 Page 1 of2 September 28, 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 SEPTEMBER 28, 2009 9:00 a.m. Collier County Commission Chambers * 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 Meeting August 24. 2009 a. Amendment to August Minutes - Mr. Hill VI. New Business 1. * FY 10 TOe Category B Grant Agreements 2. * FY 10 TDC Cate90ry C-2 Grant Agreements 3. * Marketing Plan Overview (with incremental one million dollar option) VII. Old Business 1. Chicago Cubs Spring Training Update - Information Only VIII. Staff Report Presentations 1. Section I a. Paradise Advertisin9 b. Klages Research ReDort 2. SectiQJLll a. Director's Report b. Sales Manager Report c. P.R. Manager Report d. Film Coordinator Report e. Sports Marketing Report f. Fulfillment &. Inquiry Summary-Phase V IX. Detailed Staff ReDorts X. Announcements http://www.colliergov.net/index.aspx?page=280 1 9/24/2009 Collier County: September 28, 2009 Page 2 of2 XI. Audience Input &. Discussion XII. Council Discussion XIII. Next Scheduled Meeting Date/Location - October 26, 2009 - 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 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=280 1 9/24/2009 September 28, 2009 I. Call to Order - Chairman Fiala Chairman Fiala called the meeting to order at 9:00 AM II. Pledge of Allegiance Pledge of Allegiance was recited. III. Roll Call A quorum was established. IV. Changes and Approval of Agenda Mr. Sorey has a conflict of interest on the Naples Zoo, Inc. Grant request provided in item VI.2. He requested the request be voted on separately. Mr. Sorey moved to approve the Agenda subject to the following change: · Item XI. Audience Input and Discussion be heard after item V. Approval of TDC Minutes Second by Mr. Popoff. Carried unanimously 7-0. V. Approval ofTDC Minutes 1. August 24, 2009 a. Amendment to August Minutes - Mr. Hill Ms. Becker moved to approve the minutes of the August 24,2009 meeting subject to the following amendments: Mr. Hill wished to amend a motion made at the August 24th meeting to the following: Page 10. paragraph 5: from "Mr. Hill moved to approve the Convention and Visitors Bureau recommendationfor the FY 2010 Strategic Plan (for Naples, Marco Island, and Everglades Convention & Visitors Bureau) in the amount of $4. 2M, which includes the utilization of (Tourist Development Council) Emergency Advertising funds if necessary. Second by Mr. Medwedeff. Carried unanimously 7-0" to " Mr. Hill moved to approve the Convention and Visitors Bureau recommendation for the FY 201 0 Strategic Plan (for Naples, Marco Island, and Everglades Convention & Visitors Bureau in the amount of $4. 2M, an amount which is $800, less than the amount needed to fund the CVB year round marketing plan, but is greater than the amount in the FY 09 plan. The $4. 2M includes the utilization of (Tourist Development Council) Emergency Advertising funds, and the additional funds made available by the implementation of the recommendation broughtforth by the Tourist Development Council Subcommittee, and adopted by the Tourist Development Council." Second by Mr. Medwedeff. Carried unanimously 7-0. 2 September 28, 2009 Page 9. paragraph 3 - motion: from: "Carried unanimously 8-0" to "Carried unanimously 7-0." Second by Mr. Hill. Carried unanimously 7-0. XI. Audience Input and Discussion Speakers Jane Rackley, Museum of Everglades read a letter from Patty Huff, President of the Museum of Everglades into the record in response to statements "Museums are not Tourist Drivers." From her experience and research, 95% ofthe visitors from the museum are from outside Collier County. The tourists visit year round from all regions of the world with the numbers increasing over the past 3 years. In her opinion, the County Museums should be awarded a full support of Tourist Development Taxes. She submitted data in support of their position. Nick Hale, President, Friends of Collier County Museums, addressed the Council and expressed concerns Jack Wert advised the Council, "Collier County was the only County out of the 67 Counties in Florida that give operating funds to museums." Mr. Hale's research indicates at least 23 different Counties utilize TDC funds for operating County Museums. He expressed concern that Mr. Wert's conveyance of the recommendation to the TDC was inappropriate. Jack Wert, Tourism Director noted to the best of his recollection he never stated 'no' County in Florida utilizes TDC funds for operating museums. He researched the Counties competitive with Collier County's (coastal jurisdictions). Most ofthe information indicated the TDC supports County Museums via Grants for Events, etc., not funding operating expenses. Monroe County does utilize $80,000 to offset the salaries for museum employees in the Key West Areas. The area of study was from Clearwater, southerly along the Coast to Palm Beach County. Mr. Sorey noted the recommendation for the museum funding issue was provided by the TDC Subcommittee, not Mr. Wert. Homer Helter, noted the minutes from the TDC Subcommittee minutes indicate Mr. Wert indicated "no other county provides money for operating expenses for museums" and their data indicates this is incorrect. Last year, Lee County provided funds for signage for the County Museums and other counties utilize funds for the "payroll" of County Museums. The (citizens) mandate for the original vote for approving TDC funds included funding County Museums. Mr. Sorey requested the research provided by the various parties be restricted to "TDC funds utilized for operating expenses of County Museums" (not signage, Grant funding, etc.) In addition, the research should include the percentages of General Funds utilized by other Counties for "operating expenses." Tim Allen, Friends of Collier County Museums, re-iterated the original vote for adoption of a Tourist Tax included funding County Museums. The County Museums provide a vast array of historic programs which serve as a great educational benefit to school children (10,000 school children annually are bussed to the museums). 3 September 28, 2009 There are currently no funds available for the operating expenses, should the TDC terminate the funding. Mr. Medwedeffnoted the recommendation takes into consideration the timing of the funding by starting the reductions in FY 2011, and phasing them out over 3 years to allow time for other funding sources to be developed. Jill Barry, Naples Botanical Garden expressed concern the TDC may re-direct funds from the Non-County Museum C-2 Grant funds to County Museums which would have a major impact on the Non-County Museums. Georgia Hiller, Candidate for Board of County Commissioners, 2nd District recommended a greater allocation of TDC funds be directed to marketing and promotion. She expressed concern over the amount of TDC funds expended for beach projects and maintenance. Other counties do not expend as high of a percentage of TDC funds for beach maintenance. She recommended the county consider other sources for funding beach maintenance and re-examine beach park funding in general. The museum funding should remain, as museums promote tourism. Jack Wert clarified the original vote for forming the TDC in 1992 provided funding allocations of 60% for beach maintenance and 40% for tourism events/promotions. In 1998, the Board of County Commissioners (BCC) voted to utilize Tourist Taxes to fund the County Museums operating expenses. Collier County residents did not vote to utilize TDC funds for operating museums. Prior to 1998 the General Fund was utilized to fund the operating of County Museums. Ms. Becker noted the Tourist Development Council does not debate the value of the museums, and their positive contribution to the community and tourists. The issue is, how should the operating expenses be funded? Chairman Fiala stated recommendations (regarding Tourist Tax funding from their August 24,2009 meeting) are scheduled to be heard by the BCC October 27,2009. VI. New Business 1. FY 10 TDC Category B Grant Agreements Jack Wert presented the Executive Summary "Recommendation that the Board of County Commissioners approves and authorizes the Chairman to sign two grant agreements for FY 2010 Development Tax Category B Grants totaling $49,000" dated September 28,2009. He noted in reference to the Southwest Florida Land Preservation Trust Application: . There are no employees, so the requirement for workman's compensation will be removed. . The funding is for the "development" of the web site, not "maintenance. " . The grantee will not be "tracking visitors." These changes are acceptable to the grantee. 4 September 28, 2009 Mr. Sorey moved to approve Staff's request (Recommendation that the Board of County Commissioners approves and authorizes the Chairman to sign two grant agreements for FY 201 0 Development Tax Category B Grants totaling $49,000" dated September 28, 2009.) Second by Mr. Hill Sneaker Ellen Krier, Executive Director Southwest Florida Land Preservation Trust clarified no TDC funds are anticipated to be utilized in the operating costs for the Gordon River Project. Carried unanimously 7-0. 2. FY 10 TDC Category C-2 Grant Agreements Jack Wert presented the Executive Summary "Recommendation that the Board of County Commissioners approves and authorizes the Chairman to sign nine grant agreements for FY 2010 Development Tax Category C-2 Grants totaling $571,000" dated September 28,2009. He noted: . Current revenue projections indicate the funding will be $21,200 short of the $571,000 previously recommended by the TDC. . Based on "carry forward funds," from this account, staff is confident the amount of funding recommend will be available when the funds are disbursed. . If ample funding is not available, the County does have the option to reduce the grant funding pro rata, or in an emergency request a portion of the funds be returned to the County after the fact. . Currently, Tourist Tax collections are 18% down from the previous year. . Staffs revenue projection for FY 2010 is $12.4M, equal to FY 2009. Mr. Medwedeffnoted the hotel industry projections indicate a nationwide decrease in revenue of3 - 6 percent for 2010 over 2009. Mr. Popoff noted the Marco Island Historical Society request is significantly less than their contract with the County for funding and hopes the Board of County Commissioners honors the full contract. Mr. Sorey stated he has a conflict ofinterest with the Naples Zoo, Inc. application. Mr. Sorey moved to recommend the Board of County Commissioners approves and authorizes the Chairman to sign eight grant agreements for FY 2010 Development Tax Category C-2 Grants totaling $531,000. Said Grants as depicted in the Executive Summary referenced above, with the exception of the Naples Zoo, Inc. request in the amount of $40, 000. Second by Ms. Becker. Carried unanimously 7-0. 5 September 28, 2009 Mr. Popoffmoved to approve to recommend the Board of County Commissioners approves and authorizes the Chairman to sign the Grant Agreement for FY 201 0 Development Tax Category C-2 Grant for the Naples Zoo, Inc. totaling $40,000." Second by Mr. Olesky. Carried unanimously 6-0. Mr. Sorey abstained. 3. Marketing Plan Overview (with incremental one million dollar option) Jack Wert presented the Executive Summary (ES) "Review and recommend approval of the Marketing Strategy for an additional $1 Million in funds from the TDC recommendations to be reviewed by the BCC on October 27, 2009" dated September 28, 2009. Discussion occurred on how the Marketing Campaign can continue after the 2 year re-direction of beach re-nourishment/emergency funds (should this be approved by the BCC) It was noted the loss of these funds could be offset by: . Funds from the "returns on investment" due to increased marketing and promotions (based on research data services projections provided in the above referenced ES). . An alternate source of funding for the operation of County Museums. . The interest earned on TDC funds currently expended by the Clerk of Courts being returned to the TDC for their use. Fran Vaccaro of Paradise Advertising presented a slide show on a marketing campaign for FY 2010 including how the additional $lM could be incorporated into the plan for year round marketing. Jack Wert noted the plan is an "incremental campaign" and if the BCC does not approve the $1 M re-direction of the "Beach Funds," or other sources of funds become available (return of the interest on the TDC funds to the budget, etc.), adjustments may be made. Mr. Medwedeffmoved to recommend approval (of the Marketing Strategy for an additional $1Million in funds from the TDC recommendations to be reviewed by the BCC on October 27,2009.) Second by Mr. Hill. Motion carried 6 'yes" -1 "no." Mr. Sorey voted "no." VII. Old Business 1. Chicago Cubs Spring Training Update - Information Only Jack Wert reported there is no progress on the initiative passed by the TDC at the August 24, 2009 Meeting, however discussions continue. An update will be provided at the next meeting. VIII. Staff Report Presentations 1. Section I a. Paradise Advertising 6 September 28, 2009 Fran Vaccaro of Paradise Advertising provided an overview of past advertising campaigns including, TV, online and print advertising. Break: 10:30am Reconvened: 10:45am b. Klages Research Report Jack Wert provided a PowerPoint presentation on the "August 2009 Visitor Profile ". 2. Section II The following reports were provided by Staff: a. Director's Report - Jack Wert Recently traveled to a Tourism Summit in Washington, D.C. with a "Visit Florida" delegation. The main purpose was to promote the "Travel Promotion Act." The Act will establish a National Tourism Office for the United States. The United States is the only country in the Free World that does not have such an office. He urged individuals concerned with the industry to support the act. Mr. Sorey moved to request the Chairman to send a letter on behalf of the Tourist Development Council to area representatives in Congress thanking them for co-sponsoring the Act, and request their continued support. Second by Mr. Medwedeff. Carried unanimously 7-0. b. Sales Manager Report - Jack Wert c. P.R. Manager Report - Jack Wert d. Film Coordinator Report - Maggie McCarty e. Sports Marketing Report - Ralph Pryor f. Phase V - Fulfillment & Call Summary - Jack Wert IX. Detailed Staff Reports See attached reports. X. Announcements The Council viewed a portion of the DVD "Big Cypress Swamp - The Western Everglades. " XII. Council Discussion Ms. Becker expressed dismay some members of the public have misconstrued the museum funding issue. She re-iterated the Tourist Development Council members are in favor of museums. They recognize their positive contribution to the community and tourists. The issue is, is it proper to expend tourist tax revenue for operating county museums? 7 September 28, 2009 XIII. Next Scheduled Meeting Date/Location - October 26, 2009 - 9:00 a.m. 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 :40 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Commissioner Donna Fiala, Chairman These minutes approved by the Board/Committee on as presented or as amended 8 FORM 8B MEMORANDUM OF VOTING CONFLICT FOR COUNTY, MUNICIPAL, AND OTHER lOCAL PUBLIC OFFICERS LAST NAME-FIRST NAME-MIDDl~E t!7 /'4-- 7jJ. eP /, ,.... F r -~ ~.-J MAILING ADDRESS L / L7Z' /' /7./ J---rc9 h./lr:s n -:.;;;. ."'~ /C1'-_,-"f 'Y 01 CITY / Ct- COUNTY {;-/ y .J tl/ t:7 >- DATE ON WHICH VOTE OCCURRED >, ye70 '1 N~ eRD, COUNCil, COMMISSION, AUTHORITY, OR COMMITTEE THE BOARD, COUNCil, COMMISSION, AUTHORITY OR COMMITTEE ON WHICH I SERVE IS A UNIT OF: o CITY OUNTY 0 OTHER lOCAL AGENCY NAME OF POLITICAL SUBDIViSioN: ~,' e-- ,..- MY POSITION IS: o ELECTIVE APPOINTIVE WHO MUST FILE FORM 88 This form is for use by any person serving at the county, city, or other local level of government on an appointed or elected board, council, commission, authority, or committee. It applies equally to members of advisory and non-advisory bodies who are presented with a voting conflict of interest under Section 112.3143, Florida Statutes. Your responsibilities under the law when faced with voting on a measure in which you have a conflict of interest will vary greatly depending on whether you hold an elective or appointive position. For this reason, please pay close attention to the instructions on this form before completing the reverse side and filing the form. INSTRUCTIONS FOR COMPLIANCE WITH SECTION 112.3143, FLORIDA STATUTES A person holding elective or appointive county, municipal, or other local public office MUST ABSTAIN frol'T! voting on a measure which inures to his or her special private gain or loss. Each elected or appointed local officer also is prohibited from knowingly voting on a mea- sure which inures to the special gain or loss of a principal (other than a government agency) by whom he or:she is retained (including the parent organization or subsidiary of a corporate principal by which he or she is retained); to the special private gain or loss of a relative; or to the special private gain or loss of a business associate. Commissioners of community redevelopment agencies under Sec. 163.356 or 163.357, F.S., and officers of independent special tax districts elected on a one-acre, one-vote basis are not prohibited from voting in that capacity. For purposes of this law, a "relative" includes only the officer's father, mother, son, daughter, husband, wife, brother, sister, father-in-law, mother-in-law, son-in-law, and daughter-in-law. A "business associate" means any person or entity engaged in or carrying on a business enterprise with the officer as a partner, joint venturer, coowner of property, or corporate shareholder (where the shares of the corporation are not listed on any national or regional stock exchange). * ELECTED OFFICERS: In addition to abstaining from voting in the situations described above, you must disclose the conflict: PRIOR TO THE VOTE BEING TAKEN by publicly stating to the assembly the nature of your interest in the measure on which you are abstaining from voting; and WITHIN 15 DAYS AFTER THE VOTE OCCURS by completing and filing this form with the person responsible for recording the min- utes of the meeting, who should incorporate the form in the minutes. * * APPOINTED OFFICERS: Although you must abstain from voting in the situations described above, you otherwise may participate in these matters. However, you must disclose the nature of the conflict before making any attempt to influence the decision, whether orally or in writing and whether made by you or at your direction. IF YOU INTEND TO MAKE ANY ATTEMPT TO INFLUENCE THE DECISION PRIOR TO THE MEETING AT WHICH THE VOTE WILL BE TAKEN: . You must complete and file this form (before making any attempt to influence the decision) with the person responsible for recording the minutes of the meeting, who will incorporate the form in the minutes. (Continued on other side) CE FORM 88 - EFF 1/2000 PAGE 1 APPOINTED OFFICERS (continued) . A copy of the form must be provided immediately to the other members of the agency. . The form must be read publicly at the next meeting after the form is filed. IF YOU MAKE NO ATTEMPT TO INFLUENCE THE DECISION EXCEPT BY DISCUSSION AT THE MEETING: . You must disclose orally the nature of your conflict in the measure before participating. . You must complete the form and file it within 15 days after the vote occurs with the person responsible for recording the minutes of the meeting, who must incorporate the form in the minutes. A copy of the form must be provided immediately to the other members of the agency, and the form must be read publicly at the next meeting after the form is filed. DISCLOSURE OF LOCAL OFFICER'S INTEREST I, ':;;;/, '" p::: J.:? -er-7 ~ , hereby disclose that on .f''fJ ~ ?{ , 20 e..2: (a) A measure came or will come before my agency which (check one) b inured to my special private gain or loss; inured to the special gain or loss of my business associate, inured to the special gain or loss of my relative, inured to the special gain or loss of whom I am retained; or C ~ inured to the special gain or loss of i' '-': is, the parent organization or subsidiary of a principal which has retained me. , by . , which (b) The measure before my agency and the nature of my conflicting interest in the measure is as follows: h /"- r"Lr -/77 /Y~~ / ~~ oJ -roc- ---- y-r ?-,........, VJ J- 7-~c? ;;- t;-/ ~.l ,,/ /r ~ ---- ~ J e.- 7-- ..p'I' e:> r Sff4'7 )- ~ -y-c?~ P Dat~iled / ,~r~ ~~;;- NOTICE: UNDER PROVISIONS OF FLORIDA STATUTES S112.317, A FAILURE TO MAKE ANY REQUIRED DISCLOSURE CONSTITUTES GROUNDS FOR AND MAY BE PUNISHED BY ONE OR MORE OF THE FOLLOWING: IMPEACHMENT, REMOVAL OR SUSPENSION FROM OFFICE OR EMPLOYMENT, DEMOTION, REDUCTION IN SALARY, REPRIMAND, OR A CIVIL PENAL TV NOT TO EXCEED $10,000. CE FORM 88 - EFF. 1/2000 PAGE 2