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TDC Minutes 10/26/2009 R October 26, 2009 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, October 26, 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 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 1 10/22/2009 Collier County: October 26, 2009 October 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 OCTOBER 26, 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. * ReClular MeetinCl SeDtember 28. 2009 VI. New Business 1. * November 23 and December 28 TDC Meeting Schedule VII. Old Business 1. Chicago Cubs Spring Training Update - Information Only 2. Big Cypress - The Western Everglades - Update 3. Travel Promotion Act - Update 4. Subcommittee Recommendations - Update VIII. Staff Report Presentations 1. Section I a. Paradise Advertising b. K1aCles Research ReDort 2. Section II 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 http://www.colliergov.netjindex.aspx?p... 1/2 10/22/2009 Collier County: October 26, 2009 IX. Detailed Staff ReDorts X. Announcements IXI. Audience Input & Discussion XII. Council Discussion XIII. Next Scheduled Meeting Date/Location - November 23, 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.netjindex.aspx?p... 2/2 October 26, 2009 I. Call to Order - Chairman Fiala Chairman Fiala called the meeting to order at 9:03 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 moved to approve the Agenda. Second by Mr. Olesky. Carried unanimously 8-0. V. Approval of TDC Minutes 1. Regular Meeting September 28, 2009 Ms. Becker moved to approve the minutes subject to the following change: Head sheet - Robert Miller from "Absent" to "Excused" Second by Mr. Olesky. Carried unanimously 8-0. VI. New Business 1. November 23 and December 28, 2009 Meeting Schedule The Committee determined to hold the regularly scheduled Tourist Development Council meeting on November 23, 2009 and to determine the necessity of a December meeting at the next meeting. VII. Old Business 1. Chicago Cubs Spring Training Update - Informational Only Mr. Hendel provided an update on the feasibility of the Chicago Cubs relocating their Spring Training Operations from Mesa, Arizona to Naples, Florida: . The facilities would be constructed with private funds and directed by Esmark, Inc. and Fifth A venue Advisors (The Group). . Representatives of the Cubs organization have visited the area and publicly acknowledged Naples has several sites suitable for the relocation. . The project will cost approximately $80M, require 120 acres +/- of land and generate 2,000 construction jobs. . The Group recognizes on-going maintenance will need to be addressed. . The Group recommends a Committee of qualified public individuals be established to act as a "sounding board" to The Group on issues that may arise as the process moves forward. 2 October 26, 2009 Mr. Hendel requested the Tourist Development Council authorize him to develop recommendations on the issue of forming such a Committee, and any other applicable recommendations for their review. Discussion occurred on the format of such a Committee. It was recommended the Board of County Commissioners approve it. The Council requested, Colleen Greene, Assistant County Attorney review the format for establishing the Committee and any other recommendations to ensure they are in accordance with County Ordinances or State of Florida Statutes. Mr. Hendel moved to request the Tourist Development Council authorize him to develop a set ofrecommendations, which will include the establishment of the Committee referenced above for review by Tourist Development Council at its next meeting. Said recommendations subject to review by the County Attorney's Office. Any recommendations generated by the Council are forwarded to the Board of County Commissioners for approval. Second by Mr. Sorey. Motion carried 7 'yes" -1 "no. Mr. Olesky voted "no." 2. Big Cypress - The Western Everglades - Update The Council viewed the "trailer" for the "Big Cypress, - The Western Everglades" documentary. Staff has received permission to utilize the trailer for promotions at upcoming trade shows. 3. Travel Promotion Act - Update Jack Wert, Tourism Director, noted there is Federal Legislation to develop a "National Tourism Office" which would fund promotion of US Tourism worldwide. Staff sent a letter of thanks to the Florida Congressional delegates for their support of the Legislation and continues to move forward through the approval process. 4. Subcommittee Recommendations - Update Jack Wert noted the Board of County Commissioners will hear the Tourist Development Council recommendations for changes in "Tourist Funding" on October 27,2009. Mr. Hendel noted the BCC has already approved the recommendation "Interest earned on Tourist Development funds be returned to the TDC budget." The Council requested Staff provide Chairman Fiala by telephone and the remaining members bye-mail, the current amount of the "interest funds" to be returned to the TDC budget. 3 October 26, 2009 VIII. Staff Report Presentations 1. Section I a. Paradise Advertising Fran Vaccaro, Paradise Advertising provided a slideshow overview of the "Summer Campaign" which included television, online and print advertising. b. Klages Research Report Jack Wert provided a PowerPoint presentation on the "September 2009 Visitor Profile" noting statistics, indicate the downturn of tourist traffic is beginning to level off or move upward from the year before. Discussion occurred on difficulties in measuring returns on incremental increases in expenditures of funds for advertising. Questions were asked whether increases in tourism are affected by the increases, or does the weather, economic circumstances, etc. have as big an influence on travel decisions made by potential visitors. It was noted October may be a control month as advertising expenditures have been decreased in September, and if visitation increases in October, it may be due to other influences. Discussion occurred on the nature of the questions in the Visitor Survey where respondents indicate ifthey were "influenced by Collier Message." What are the particular questions asked, and do they need to be more probing, i.e., if you had not seen any advertising, would you still have traveled to the area? Jack Wert noted the surveyors do probe further if the person indicates advertising influenced them to travel to the destination. The Council noted advertising will never be the sole reason a person chooses to travel to a destination. They stated it is an influencer, just as the economy, value of the dollar, weather, etc. It was also noted, it is important for any business or organization to maintain a long-term advertising presence in a target market to help ensure it gains a share of the potential business. A "Control Group" was established when the Council increased marketing in the Canadian and European markets last year. When the advertising was increased, there was a substantial increase in European/Canadian visitors. Break - 10: 16am Reconvened -10:30am Mr. Hill did not return 2. Section II Staff provided the following reports: a. Director's Report - Jack Wert 4 October 26, 2009 b. Sales Manager Report - Jack Wert c. P.R. Manager Report - Jack Wert d. Film Coordinator Report - Maggie McCarty She provided an overview of the first annual "Naples International Film Festival" to be held on November 5-8, 2009 with an Opening Night at the "The Philharmonic" in Naples. She noted the endeavor is currently privately funded via sponsorships with volunteers. They may request Tourist Development Council grants in the future. e. Sports Marketing Report - Jack Wert f. Phase V - Fulfillment & Call Summary - Jack Wert IX. Detailed Staff Reports See attached reports submitted by staff. X. Announcements Jack Wert noted staff is attempting to educate the traveling public on the requirement to stop before turning "right on red" in Collier County. The information is posted on the Convention and Visitor's Bureau International website. In addition, staff proposes to provide the information to the Collier County Hotel and Lodging Association, Rental Car Agencies and individual hotels. XI. Audience Input & Discussion None XII. Council Discussion None XIII. Next Scheduled Meeting Date/Location - November 23, 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 11:10 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Commissioner Donna Fiala, Chairman These minutes approved by the Board/Committee on , as presented or as amended 5