TDC Minutes 11/23/2009 R
November 23,2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, November 23,2009
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:
Vice Chairman:
Commissioner Donna Fiala
Murray H. Hendel
Susan Becker
Clark Hill
Rick Medwedeff
Robert Miller (Excused)
Ed (Ski) Olesky
John Sorey III
Rob Popoff
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Heidi Ashton-Cicko, Assistant County Attorney
Kelly Green, Tourist Tax Coordinator
November 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
NOVEMBER 23, 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. * Reaular Meetina October 26. 2009
VI. New Business
1. * Grant Review Workshoo
2. * Interest Allocation of TDC Funds
VII. Old Business
1. Chicago Cubs Spring Training Update - Information Only
2. December 28, 2009 TDC Meeting
VIII. Staff Report Presentations
1. Section I
a. Paradise Advertisina
b. Klaaes Research Reoort
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
IX. Detailed Staff Reoorts
X. Announcements
1. BCC-TDC Joint Workshop, February 11, 2010 (1:00 pm - 5:00 pm)
XI. Audience Input & Discussion
XII. Council Discussion
XIII. Next Scheduled Meeting Date/Location - December 28, 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.
November 23, 2009
I. Call to Order - Chairman Fiala
Chairman Fiala called the meeting to order at 9:00 A.M.
II. Pledge of Allegiance
Pledge of Allegiance was recited.
III. Roll Call
A quorum was established.
Mr. Popoff moved to allow Mr. Sorey to participate in the meeting via telephone
due to "extraordinary circumstances." Second by Ms. Becker. Carried
unanimously 6 - O.
IV. Changes and Approval of Agenda
Mr. Hendel moved to approve the agenda subject to the following additions.
. Item VII - Old Business 3 - Update on TDC recommendations to the
BCC on tourist funding.
. Jack Wert, Tourism Director noted under item X. Announcements - the
date of the TDC/BCC Workshop has been changed to February 10,2010.
Second by Mr. Olesky. Carried unanimously 7- O.
V. Approval of TDC Minutes
1. Regular Meeting October 26, 2009
Ms. Becker moved to approve the minutes of the October 26,2009 Meeting.
Second by Mr. Hendel. Carried unanimous(v 7- O.
Mr. Hill arrived at 9:08 a.m.
VI. New Business
1. Grant Review Workshop
Jack Wert provided the Executive Summary "Review TDC Grant Application
Guidelines and Recommend Changes for FY 11 Grant Cycle" dated November
23,2009. He outlined the following grant application changes proposed by
staff:
Catel!orv"B":
Page 6. Proiect Guidelines #5: Delete the paragraph referencing In Kind
Matches. This is no longer applicable, as Finance will only reimburse for an
actual expense that a check is written for.
- The TDC recommended all references in the document to "In Kind Matches"
be stricken.
Page 7, - Special Note: delete matching funds paragraph per change on
page 6.
Page 8, - Delete #8 on letter from matching funds contributor per above
change.
Page 8. - Procedure for draw of funds: add new language "if tourist
development tax funds become inadequate to fund all or part of a TDC grant,
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November 23,2009
the County reserves the right to reduce funding to a grantee accordingly."
Page 8, - Procedure for draw of funds: addition to Paragraph #2: "grantees
are encouraged to submit requests for reimbursements at least quarterly to
avoid year-end deadlines."
Page 9, - Funding Category Guidelines:
. Item I - Delete S125,000 available. Move the comment to the end of
the section. The budgeted total for all Category B grants is $100,000.
. First Time Events - Delete $50,000 total for that category.
- The TDC noted the intent is to delete the "dollar amount" in the
category, not eliminate ','first time events /I
. Item III- Marketing Assistance - delete words "multiple location."
Page 12. - Review Repeat Funding Guidelines for possible changes.
- No changes were recommended hy the TDC.
Page l3. - Authorized uses ofTDC funds: change to "out of Collier County
media."
Page 14, - delete "marketing studies or consultants" from non-allowable uses.
Discussion occurred on the ramifications of adding the Marco lsland Museum to
the County owned museums inventory and how this would affect TDC funding.
The percentage of funds allocated to operations of County Museums would need
to be spread over a larger inventory, or may require redirecting TDC funds from
other accounts.
Chairman Fiala noted she is recommending to the BCC, the County utilize the
funds remaining from recent County construction projects (where money was
saved due to declining construction costs) to meet any funding obligations for the
Marco Island Museum.
It was noted an action may be taken on the idea under Item XlI. "council
discussion. "
Discussion occurred on the ramifications of the wording on the top of page #4.
"application and evaluation procedure" where applicants are cautioned not to
contact members of the TDC and BCe.
Mr. Hendel moved to strike the following language found on the top of page 4,
the first paragraph of application and evaluation procedure: "The following
procedure will be strictly followed. Applicants are cautioned not to contact any
member of the Collier County Board of County Commissioners (BCC) or
Tourist Development Council (TDC) regarding their request. All contacts
should be channeled through the TDC." Second by Mr. Popoff. Carried
unanimously 8-0.
Discussion occurred on the requirement for the events being "off season "(May -
December 15) and based on the current economy, should that limitation be
removed~
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November 23, 2009
Mr. Hendel moved to strike any references to "May - December 15 (off
season)" in the guidelines. Second by Mr. Sorey. Carried unanimously 8-0.
Mr. Olesky moved to approve the recommended changes to the "Category B"
Grant Application Guidelines (as proposed by staff and modified by the TDC
herein). Second by Mr. Hendel. Carried unanimously 8-0.
Catel!orv "C-2"
It was noted the Section "Authorization HistOlY" on Page 2 should include a
reference to the Tourist Tax increase to 4% in 2005.
Page 5. Special Note: delete matching funds paragraph. This is no longer
applicable as Finance will only reimburse for an actual expense that a check
is written for.
Page 5, Status Reports: final report change to "due within 45 days of close
of the project."
Page 6, Procedure for Draw of Funds: Add new language "if tourist
development tax funds become inadequate to fund all or part of a TDC grant,
the County reserves the right to reduce funding to a grantee accordingly."
Page 6, - Add new Paragraph #2: "grantees are encouraged to submit
requests for reimbursements quarterly to avoid year-end deadlines."
Page 7 - Review guidelines for repeat funding for possible changes.
- The TDC recommended the follOWing changes to the funding Request
. Year 2, Up to 80%
. Year 3, Up to 60%
. Year 4, Up to 40%
Page 9, Non-Allowable Uses: Delete # 8 if funding is to be allowed for capital
projects.
Discussion occurred noting the limitation should be removed from the
Section to ensure TDC procedures are in conformance with the Florida
State Statute and TDC Ordinance.
Mr. Wert noted with the requirement deleted from the section, the requests
for funding capital projects may be considered by the council on a case-
by-case bas is.
Page 9. Item #6: Delete "marketing consulting services" as non-allowable
expenses.
Page 11, - Change number of copies to be submitted from 20 to 15.
Discussion occurred the requirements for the questionnaire outlined on page 5,
"Documenting Economic Impact." and whether applicants should not be able to
provide questionnaires of "their own design." Having a uniform questionnaire
would provide continuity and assist the TDC/staff in analyzing the data.
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November 23.2009
Speakers
Robin Demattio, Freelance Marketing Agent noted she has clients that apply
for Grants in "Category "C-2". She expressed concern on prohibiting the grantees
from utilizing their own questionnaires. To suit their needs, a grantees
questionnaire seeks additional feedback (other than that of the TDC
questionnaire) from participants. She recommended the grantees continue to have
the flexibility in developing the questionnaire. In addition, requested the council
consider revising the deadline for the applications from March 15 to April 1.
Joel Kessler, Naples Art Assoc. requested clarification if the references to
striking "off season requirements for funding" in Category B will be stricken from
other grant categories.
Jack Wert noted he will:
. Ensure the guidelines eliminate all references to "off season"
. Post the applications in December and revise the submittal deadline to
a business day in mid April.
The council directed Ms. Becker to work with Ms. Demattio and develop a
questionnaire that provides flexibility, and meets the objectives of both the
grantees and the Tourist Development Council/staff
Mr. Popoff moved to approve the recommended changes to the Category C-2
grant guidelines (as proposed by staff and modified by TDC herein)." Second
by Ms. Becker. Carried unanimously 8-0.
2. Interest Allocation of TDC Funds
Jack Wert provided the Executive Summary "Discussion regarding allocation of
TDC Tax Fund Interest Earnings dated November 23, 2009. The interest earned
is from a variety of TDC accounts (Fund 183 - Beach Park Facilities, Fund 184,
Tourism Promotion and Advertising, Fund 193 Non County Museums, etc.) The
BCC has requested a TDC recommendation on how the interest from the different
Funds (Fund 183, etc.) be allocated.
Mr. Sorey recommended the interest from the various Funds remain within the
Funds which generated the interest.
Mr. Hendel noted the TDC Subcommittee (which developed their
recommendations for the TDC in August) did not know these funds may be
available and if they had, it may have affected their recommendations. He
recommended the interest generated remain within the Fund (Fund 183, etc.) and
the status of the interest be evaluated on an annual basis.
Mr. Medwedeff recommended the interest from all Funds be allocated to the
Tourism Promotion and Marketing (Fund 184).
Mr. Sorey moved that the illterest earned from the Funds (Fund 183, etc.)
remain within the fund that gellerated the interest. Second by Mr. Hendel.
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November 23,2009
Jack Wert noted Fund 184 - Tourism Promotion & Advertising, Fund 193 Non
County Owned Museums, and Fund 196 - Emergency Advertising could be
redirected to Fund l84, as the funds are associatcd with CVB efforts.
Mr. Sorey amended the motion to allow the interest earned from the different
Funds (Fund 183, etc.) remain within the funds with the exception of Fund
184, Fund 193 and Fund 196. Second by Mr. Hendel. Motion failed 2 "yes" -
6 "no." Chairman Fiala, Mr. Medwedeff, Mr. Hill, Ms. Becker, Mr. Popoff
and Mr. Olesky voted "no. "
Ms. Becker moved that the interest earned within allfunds (Fund 183, etc.) be
redirected to Fund 184 (Tourism Promotion & Advertising) for a period of 3
years (FY 2010,2011 and 2012). Second by Mr. Hendel. Motion carried 7
"yes" - 1 "no." Mr. Sorey voted "no. "
Break - 10:35am
Reconvened - 10:45am
VII. Old Business
1. Chicago Cubs Spring Training Update - Information Only
Mr. Hendel provided an update on the feasibility of the Chicago Cubs re-locating
their baseball operations and spring training facilities to Naples:
. At the last TDC meeting, by a vote of7-l, it was determined
recommendations be brought forth to the TDC regarding the proposal
(appointment of a public panel to provide a "sounding board" to the
private sector entrepreneurs, etc.)
. Subsequent to the action. the County Attorney provided a memo
indicating the TDC did not have the authority to recommend such a
panel.
. It has been deternlined a blue ribbon panel of public individuals will
be formed independently with no official relationship with Collier
County Government.
. The private sector continues to pursue the endeavor and the public
panel will act as "boosters" for the private sector effort.
2. December 28, 2009 TDC Meeting
Mr. Popoffmoved to cancel the December 28,2009 TDC Meeting. Second by
Mr. Medwedeff. Carried unanimously 8-0.
Mr. Wert noted there will be a TDC/BCC Workshop on February 10, 2009 and
members should providc any items for discussion to staff in advance (ifpossible).
3. Update on TDC recommendations to the BCC on Tourist Funding.
Mr. Wert provided an update of the Board of County Commissioners decisions
on the recommendations posed by the TDC:
6
November 23,2009
. The BeC approved utilizing $500,000 from the beach re-nourishment
and beach emergency fund for a period of 1 year (a total of$l M) for
tourist promotion and marketing.
. The TDC recommended utilizing the beach funds for a period of2
years; however the BCC recommended a one-year re-direction of
funds pending decisions from FEMA for beach maintenance re-
imbursements.
. The recommendation made today by the TDC (Agenda item VI.2) for
the interest revenue on TDC funds win be forwarded to the BCC.
. The recommendation to phase out TDC funding for the operations of
County Museums was not approved by the BCC.
. The Tax Collector has indicated there is no need for an additional staff
person to oversee tax collection on the short-term rental of single-
family dwellings, however public education efforts continue with
success.
. The recommendation for a coordinator for the visitor centers was
deferred pending the submittal of additional information to the BCC.
. The recommendation for combining the visitor guides (Chamber of
Commerce and Convention and Visitors Bureau) was deferred pending
further analysis on the feasibility of the mergers.
. Jeff Klatzkow, Collier County Attorney noted the recommendation
for the County to join the class action suit against the various
e- commerce businesses engaged in providing hotel reservations to the
public (Expedia, Travelocity, etc.) and the means by which they
collect tourist taxes is still under review by staff.
The council recognized Mr. Hendel and the TDC Subcommittee's effort in assisting
to develop the recommendations.
VIII. Staff Report Presentations
1. Section I
a. Paradise Advertising
Fran Vaccaro of Paradise Advertising provided a slide show on the marketing
efforts through October for the Convention and Visitor's Bureau (CVB)
including TV, online and print advertising, etc.
Under council discussion, it was noted:
. The concept for marketing Boston is too expensi ve at this point.
. Staff determined Ohio does not have the required clusters of potential
visitors within concentrated zip code areas for an effective television
campaIgn.
. Staff has requested hoteliers provide the CYB with "zip code analysis
of visitors" to assist in developing future marketing efforts.
b. Klages Research Report - Jack Wert
Mr. Hendel recommended Dr. Klages provide a "refined" Executive Summary
on the highlight and lowlight of the month and any related recommendations.
7
November 23, 2009
Jack Wert noted Dr. Klages performs data collection and analysis and it is not
his function to provide recommendations. It is staff's responsibility to provide
recommendations as necessary.
The council noted it would be beneficial to ensure the questionnaire utilized by
Dr. Klages garners detailed data on why the person(s) chose the destination for
visitation.
Jack Wert noted he would provide a copy of the questionnaire and related
information for review by the council at the next meeting. In addition, staff
does gamer visitor information through surveys on their website.
Jack Wert provided a PowerPoint presentation on the "October 2009 Visitor
Profile. "
2. Section II
The following PowerPoint Reports were provided by staff:
a. Director's Report - Jack Wert
b. Sales Manager Report - Jack Wert
c. P.R. Manager Report - Jack Wert
d. Film Coordinator Report - Maggie McCarty
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
1. BCC-TDC Joint Workshop, February 10,2010 (1:00 pm - 5:00 pm)
XI. Audience Input & Discussion
None
XII. Council Discussion
Mr. Sorey moved to request the Chairman of the TDC direct a letter to the
remaining members of the BCC expressing the TDC's support for utilizing the
remaining funds available from various projects to adequately fund the displays at
the Marco Island Museum. Second by Mr. Hill. Carried unanimously 8-0.
It was noted this was Chairman Fiala's last meeting and the TDC recognized her
service to the council.
XIII. Next Scheduled Meeting Date/Location - December 28, 2009 - 9:00 a.m. Collier
County Government Center, Administration Bldg. F, 3rd Floor, 3301 East
Tamiami Trail, Naples, Florida 34112
. December 28. 2009 Meeting cancelled.
. Next Meeting - regular January meeting
8
November 23, 2009
*****
There being no further business for the good ofthe County, the meeting was
adjourned by order of the chair at 12:10 P.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Commissioner Donna Fiala, Chairman
These minutes approved by the Board/Committee on
as presented or as amended
9
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