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TDC Minutes 04/16/2009 Subcommittee April 16, 2009 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE MEETING Naples, Florida, April 16, 2009 LET IT BE REMEMBERED, that Collier County Tourist Development Council Subcommittee, 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 Collier County Convention and Visitors Bureau Office, 3050 North Horseshoe Drive, Suite 215 Naples, Florida with the Following members present: Chairman: Murray H. Hendel Susan Becker (Excused) Clark Hill Robert Miller ALSO PRESENT: Jack Wert, Tourism Director Colleen Greene, Assistant County Attorney Kelly Green, Administrative Assistant 1 Collier County Government Communication & Customer Relations Department 3301 East Tamiami Trail (239) 252-8848 Naples, FL 34112 www.collien;~ov.net April 8, 2009 FOR IMMEDIATE RELEASE NOTICE OF PUBLIC MEETING TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE MEETING COLLIER COUNTY, FLORIDA THURSDAY, APRIL 16,2009 9 A.M. - 12 P.M. The Tourist Development Council Subcommittee as a subcommittee ofthe Tourist Development Council Advisory Board will meet Thursday, April 16th at 9 a.m. in the Tourism Department conference room, located at 3050 Horseshoe Drive North, Suite 218, Naples. Two or more members of the Tourist Development Council may be present and may participate at the meeting. The subject matter of this meeting may be a future item for discussion and action at a Tourist Development Council Meeting. Two or more members of the Coastal Advisory Committee may be present and may participate at the meeting. The subject matter of this meeting may be a future item for discussion and action at a Coastal Advisory Committee meeting. 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 Facilities 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. -End- Kelly Green Tourist Development Tax Coordinator Naples, Marco Island, Everglades Convention & Visitors Bureau 3050 Horseshoe Drive North, Ste 218 Naples, FL 34104 (239) 252-2384; (239) 252-2404 fax KellyGreen@colliergov.net Discover Florida's Last Paradise Naples, Marco Island, Everglades City April 16,2009 I. CALL TO ORDER - Chairman Hendel Chairman Hendel called the meeting to order 9:00 a.m. A quorum was present. II. CHANGES/APPROV AL OF AGENDA Mr. Hendel moved to approve the agenda. Second by Mr. Miller. Carried unanimously 3-0. III. NEW BUSINESS 1. Sunshine Law Requirements - Colleen Greene, Asst. County Attorney Colleen Greene, Assistant County Attorney noted the Subcommittee is subject to the Sunshine Law and members should engage in one-way communications and retain all documents, as they are public records. When the Subcommittee disbands, they may be turned over to Staff who will retain the records. 2. Fla. Statute & County Ordinance Review/History - Jack Wert, Colleen Greene Jack Wert submitted the documents "Florida Statue 125.0104 (2009)" and Collier County Ordinance No. 2005-43" and provided a History of the Statutes Governing Tourist Tax: . The current State Statute (125.0104) was originally adopted in 1977. . It was adopted at the request of the lodging industry to develop a funding mechanism for marketing the State of Florida as a destination for visitors. . It allowed the voters of Counties the option to tax visitors. . The current Collier County Ordinance was originally established in 1992 with a 2-cent tax level with a split of 60 percent for Beach Re- nourishment and 40 percent for promotion and marketing. . A third cent was adopted in 1995, which was allocated totally to Beach Re-nourishment. . A fourth cent was adopted in 2005 which was dedicated to promotion and marketing. . The current rate of taxation is 4%. . For Collier County, a fifth cent may only be utilized for promotion, or the retiring of bonds for a convention center or professional sports complex. . The County Ordinance establishes the percentages of tax allocation for the first 2 cents as follows: Beach inlets = 50%; Marketing and promotion = 36.67%; 36.6% is allocated to marketing and promotion; County or non-County owned Museums = 13.4%. . The original public support for adopting the tax was to provide funds to Beach and Beach Park facilities. . The Collier County Ordinance must be in accordance with the provisions outlined in the State Statute. 2 April 16, 2009 3. Goals and Objectives of Committee Chairman Hendel noted the following: . The original initiative for the Subcommittee grew from Blue Ribbon Panel meetings he attended who wished to increase marketing during peak seasons. . They voted to request the Board of County Commissioners increase the Tourist Tax to 5%. . A Subcommittee was established to analyze how the various County Agencies (Convention and Visitors Bureau (CVB), Collier County Chamber of Commerce, Greater Naples Chamber of Commerce, etc.) promote tourism and if any alliances may be formed to improve efficiency. . Areas for consideration may be: Possible alliances in the area of marketing, consolidation of tourism statistics, consolidating of publications, etc. Increasing means of collecting the Tourist Tax from those who arc not paying (condominium rentals, etc.) Regional Alliances for marketing He noted Staff and the Department has been extremely successful in promoting the area and the Subcommittee should in no way be a criticism ofMr. Wert or his Staff. Mr. Hill noted the following: . There are untapped tourist markets available to the Region. . In-season business is currently not contributing the percentage of business it did historically. . Additional funding considerations should be a priority for 1 st quarter marketing. . Recommended investigating means to increase funding to the CVB. . When CVB has focused marketing efforts, there have been tremendous positive impacts on tourism dollars in the area. . There are professionals within the Community that may be utilized to increase the teamwork in the area of tourism. Mr. Miller noted the following: . Recommended analyzing expenditures in other Counties in the area of Beach Park Facilities and Beach Maintenance for comparison to Collier County's operations in the area. . There is a large increase of entrepreneurs purchasing condominium units and leasing them short term to tourists. . Many of the individuals are not reporting the required Tourist Tax to the County and should be investigated to determine how additional revenue can be obtained. 3 April 16, 2009 4. Input from Committee Members on the following Topics: a. Individuals or organizations to invite to the May 1 and May 5 Public Meetings It was determined the Subcommittee should develop a Mission Statement which focuses on "funding." The Subcommittee determined Jack Wert should develop the Mission Statement for their review. Jack Wert noted it should include the language (or similar) "Tourist Development Funding Review" and incorporate beaches and hotels. Discussion occurred on who should be invited to speak at the meetings and topics. Among others, the following organizations and/or individuals were mentioned for consideration. Florida Conventions and Visitors Bureau Rick Medwede.ff Tourist Development Council member Director of the Hotel and Lodging Assoc. Code Enforcement Organizations specializing in leasing residential properties for tourist purposes. Economic Development Council Florida Park Service Everglades National Park Dr. Michael Bauer, City of Naples Chambers of Commerce Elaine Hamilton, United Arts Council Naples Zoo Ron Jamro, Collier County Museums Naples Botanical Gardens Bill Spinelli Children 's Museum Realtors Assoc. Sports Council Representation from the Kayaking Community Gary McAlpin. Coastal Zone Management Ted Soliday, Naples Airport Authority Representative from the Restaurant IndustlY Southwest Florida Concierge Association Representatives from the Golf Community Representatives from the Gaming Industry Collier County Budget Office Lee and Miami-Dade County Representatives b. Format of the Public Meetings It was noted the focus should be on the possible increase of the Tourist Tax from 4% to 5% 4 April 16, 2009 Colleen Greene noted the focus should be on the status of tourist funding in the County, as opposed to whether the tax should be raised from 4-5%. c. Questions Committee Members will ask attendees. It was noted an agenda should be developed with specific topics for discussion. The general areas identified were: . The ramifications of increasing the Tourist Tax from 4% to 5%. . The ramifications of reducing expenditures in the area of Beach Facilities and Maintenance. . Identifying avenues for increased collections of Tourist Tax Revenues at the existing or future rate. . The feasibility of coordinating collection of statistical data, publications. regional alliances in marketing, etc. with various Agencies. IV. QUESTION AND ANSWER PERIOD None V. SUBCOMMITTEE DISCUSSION None VI. NEXT MEETING DATE/LOCATION 1:00 PM May 1, 2009 BCC Chambers There being no further business for the good of the County, the meeting was adjourned by order of the chair at 10:40 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE Murray Hendel, Chairman These minutes approved by the Board/Committee on as presented or as amended 5