TDC Minutes 06/01/2009 Subcommittee
June 1,2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL SUBCOMMITTEE
MEETING
Naples, Florida, June 1, 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 10:00 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
Clark Hill
Robert Miller
ALSO PRESENT: Jack Wert, Tourism Director
Colleen Greene, Assistant County Attorney
Kelly Green, Administrative Assistant
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COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS
TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE
MEETING AGENDA
JUNE 1,2009
10:00 AM -12:00 PM
I. CALL TO ORDER - CHAIRMAN HENDEL
II. CHANGES/APPROVAL OF AGENDA
III. APPROV AL OF SUBCOMMITTEE MEETING MINUTES
1. *Regular Meeting May 1, 2009
2. *Regular Meeting May 5, 2009
IV. NEW BUSINESS
1. Beach Funding Comparison Study Results
2. Carbon Offset Discussion
3. Visitor Map Consolidation
V. SUBCOMMITTEE DISCUSSION
1. Subcommittee Recommendation to TDC
VI. AUDIENCE INPUT
VII. NEXT MEETING DATE/LOCATION
-TBD
VIII. ADJOURNMENT
Collier County Government
Communication &
Customer Relations Department
3301 East Tamiami Trail
(239) 252-8848
Naples, FL 34112
www.colliereov.net
May 19, 2009
FOR 1M MEDIA TE RELEASE
NOTICE OF PUBLIC MEETING
TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE MEETING
COLLIER COUNTY, FLORIDA
MONDAY, JUNE 1,2009
10 A.M. -12 P.M.
The Tourist Development Council Subcommittee as a subcommittee of the Tourist Development
Council Advisory Board will meet Monday, June 1 st at 10 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
KellvGreen@collierqov.net
Discover Florida's Last Paradise
Naples, Marco Island, Everglades City
June 1, 2009
I. CALL TO ORDER - Chairman Hendel
Chairman Hendel called the meeting to order 10:00 a.m.
A quorum was present.
Michelle Klinowski, Greater Naples Chamber of Commerce and Cedar Hames,
Paradise Advertising were present.
II. CHANGES/APPROVAL OF AGENDA
There were no changes to the Agenda.
III. APPROVAL OF SUBCOMMITTEE MEETING MINUTES
1. Regular Meeting May 1, 2009
Mr. Hill moved to approve the minutes of the May 1,2009 meeting. Second by
Ms. Becker. Carried unanimously 4-0.
2. Regular Meeting May 5, 2009
Mr. Miller moved to approve the minutes of the May 5,2009 meeting. Second
by Mr. Hill. Carried unanimously 4-0.
IV. NEW BUSINESS
Chairman Hendel provided an overview of the discussions to date highlighting:
. The Subcommittee should consider a major reset in the area of tourism
marketing and funding for Collier County and Naples.
. All public speakers are in favor of increasing advertising funding and
advertising "year round."
. Hoteliers are not in favor of raising the Tourist Tax, rather favor re-
allocations or finding alternative funding for Beach Maintenance and
Facilities.
. The method of collecting Tourist Taxes for short term single family
rentals should be examined for possible increases in revenues.
· Question: Should the Tourist Tax rate be increased from 4% to 5%?
· Question: Where can funds be obtained to increase expenditures for
advertising and promotions?
Mr. Hill noted throughout the discussions the underlying tone is Hoteliers recognize
how critical beaches are to the economic vitality of the region and support Beach
Maintenance and Facilities. The underlying position is funding for maintaining
Beaches and Facilities should continue, however consideration should be given in
identifying alternatives and evaluate how other Counties fund the activity.
The Hotel Industry generates the revenue for the Tourist Development Council
Funding. They are concerned the Program has expanded from its original purpose as
directed by the voters of funding "Beach Maintenance and Tourism Advertising" to
funding other activities intended to be funded by the General Fund (Operation of
County Museums, etc.)
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June 1,2009
Discussion ensued if further Subcommittees may be required to analyze the
Subcommittees recommendations forwarded to the TDC. In addition, through what
mechanisms, could these Subcommittees be formed?
Colleen Greene, Assistant County Attorney stated creation of an Advisory
Committee comprised ofTDC members and general public would require approval
by the Board of County Commissioners (BCC).
A Subcommittee compromised of TDC members may be created by the TDC.
1. Beach Funding Comparison Study Results
Jack Wert, Tourism Director provided the document "Beach Funding Research
Report" which outlined how other Counties fund Beach Re-nourishment. It was
noted:
. Miami Dade County utilizes a tax assessment per home to raise money
targeted for Beach Renourishment.
. Some Counties fund the portions of the activity out of the General
Fund.
· Collier County does not utilize General Funds for Beach Re-
nourishment.
. Some Collier County Beach Park Facilities are funded by the General
Fund through the Parks and Recreation budget.
Jack Wert noted:
. Beach Re-nourishment and Advertising costs have risen dramatically
in the past 10 years creating a negative impact on the CVB
(Convention & Visitors Bureau) budget.
. The key is leveraging more sources for Beach Maintenance.
. In recent years Gary McAlpin, Coastal Zone Management Director has
increased the funds received from State and Federal Funds (FEMA
Grants, etc.).
. The County started later than other Counties and is in a "standing in
line" status for many funds (other than FEMA funds).
. FEMA funds are awarded "after storm damage has occurred," not for
on-going Beach Re-nourishment or Maintenance.
Discussion ensued on the status of Reserve Funds in the Beach Maintenance and
Beach Park Facilities budget that was originally intended for obtaining Beach
Access and funding Current/Future Capital Projects.
It was noted Beach Access purchases have become economically difficult over
the past years and the BCC is now more proactive in obtaining access from
developers during the permit process.
Question: Should the existing and future funds allocated to this account be
temporarily or permanently re-directed to Tourism Marketing?
Question: Should the County consider the Miami Dade County practice of a
special assessment on homeowners for Beach Re-nourishment?
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June 1,2009
It was noted given the current economic times it could be difficult to enact this
requirement. However, it should be a future consideration.
2. Carbon Offset Discussion
Jack Wert noted he has investigated the issue, and it may not be applicable to
Tourist Development Council funding.
3. Visitor Map Consolidation
Jack Wert has discussed the feasibility of an "Official Map" however the
Chamber and Private Organizations have maps for different purposes. One
consideration is attempting to coordinate artwork with the various publishers.
Mr. Miller expressed concern the area Chambers of Commerce are not working
in conjunction with each other and suggested coordination be increased through
bimonthly meetings.
The area Chambers of Commerce and its relation with the Citizens and Visitors
Bureau (CVB) was discussed.
Question: Should a Subcommittee be formed to analyze the feasibility of
consolidating the areas Visitors Centers and should all Tourist activities be under
the auspices of the CVB?
This may assist in promoting consistent efforts in the area of collection of data,
issuing of publications, advertising, etc.
Jack Wert noted the CVB' s mission is to promote the area outside the County
and the Chamber's mission is to service the visitors upon arrival.
Michelle Klinowski, Greater Naples Chamber of Commerce expressed
concern in closing certain Visitor Centers. Consolidating them would have a
negative impact on area businesses.
The practice of utilizing Tourist Development Council's (TDC) funds for the
Operations of County Museums was also discussed.
Question: Should the funding for County Museums be altered?
Jack Wert noted utilizing TDC funds for County Museums is authorized through
the State Statute. The BCC approved the TDC expenditure in 1998 to assist in
balancing the budget.
There are two TDC categories of funding for Museums:
· C-1 - County Museums where in accordance with the Ordinance,
22% of the first 2 percent of the Tax is allocated to County
Museums.
. C-2 - Non-County Museums
It was noted Non-County Museums receive TDC funds through Grant Requests
which is targeted for advertising and promotions.
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June 1,2009
Discussion occurred on the practice of allocating the interest earned from Tourist
Development Funds to the General Fund.
Question: Should interest earned from TDC funds be allocated to the TDC
budget as opposed to the General Fund?
V. SUBCOMMITTEE DISCUSSION
1. Subcommittee Recommendations to the TDC
The Subcommittee began formulating the following recommendations with the
following discussed:
1. Recommend the Resolution enabling the annual $500,000 expenditure in
Category A - "Beach Park Facilities and Beach Access Annual Reserve" (in
Fund 183) be terminated with the repeated annual expenditure and the existing
balance of the Reserve be re-directed to Tourist Marketing.
2. Recommend Staff investigate means to increase collections from short term
single family rentals including:
· Meet with the County Tax Collector for input and determine the
necessary steps and resources required to increase collections.
. Meet with the Lee County Tax Collector for input on their
operations.
3. Possible recommendations for increased coordination for the area Chambers
of Commerce and/or all Tourist Development activities in the area be under
the auspices of the CVB. Also, coordinating publications, consolidating
Visitor Centers, etc. At this point, no recommendation was formulated.
Cedar Hames, Paradise Advertising, TDC Consultant and member of the
Greater Naples Chamber of Commerce Board of Directors stated he could
participate in review of TDC and Chamber of Commerce publications and
marketing efforts for elimination of duplicated efforts.
Jack Wert noted The Naples, Marco Island, Everglades Convention and
Visitors Bureau is the "Official Tourism Organization" authorized by the BCC
for marketing the destination worldwide. The CVB and the area Chambers do
coordinate in a variety of activities. A consolidation of efforts may be
beneficial, but would require additional Staffing and Funding.
Mr. Miller left at 11 :46AM
Speakers
Doug Fee, Resident/Accountant requested clarification on the category the
Subcommittee is recommending for the re-direction of Reserve funds to advertising.
He recommended the Beach and Boating Report be updated. In addition, he noted
most of his clients are not aware of the requirements of the Tourist Tax and public
awareness be increased. He noted the 5th cent of a Tourist Tax may only be utilized
for advertising and promotion, construction of a major league sports facility or
financing of a convention center. A referendum should be brought to the citizens
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June 1, 2009
outlining the allowed/proposed uses of the 5th cent to determine if the voters would
support the increase.
Jack Wert reviewed the "Tourist Development Category "A" Funding Policy
(Approved by the Board of County Commissioners 11-1-05)" which empowers a
Catastrophic Reserve Fund within the budget and Fund 183 - "Beach Park Facilities"
which requires a Reserve of$.5M annually. Fund 183 is the category involved in the
recommendation.
Garrett F.X. Beyrent, Real Estate Developer requested the Subcommittee/CVB
consider supporting the construction of a stadium for a Major League Sports Team.
He submitted a plan prepared by Davidson Engineering "Conceptual Master Plan" for
an "1-75 Stadium" to be located adjacent to Golden Gate High School.
Chairman Hendel noted it is a favorable idea, but is premature for this venue.
The formulation of recommendations continued:
4. Recommended the funding allocated to County Museums be utilized for
Promotions (as much as possible).
5. Recommended interest earned on the Tourist Development Funds be allocated
to the TDC budget, not the General Fund.
6. Recommended not to increase the Tourist Tax rate from 4% - 5%.
The Subcommittee wishes to meet on June 15, 2009 to review and finalize the
recommendations to the Tourist Development Council.
VI. NEXT MEETING DATE/LOCATION
10:00 AM June 15, 2009 - Collier County Convention and Visitors Bureau Office,
3050 North Horseshoe Drive, Naples, FL
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 12:20 P.M.
COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL SUBCOMMITTEE
Murray Hendel, Chairman
These minutes approved by the Board/Committee on
as presented or as amended
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