TDC Minutes 06/15/2009 Subcommittee
June 15,2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL SUBCOMMITTEE MEETING
Naples, Florida, June 15,2009
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, Tourist Tax Coordinator
Gary McAlpin, Director, Coastal Zone Management
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COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS
TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE
MEETING AGENDA
JUNE 15, 2009
10:00 AM -12:00 PM
I. CALL TO ORDER - CHAIRMAN HENDEL
II. CHANGES/APPROVAL OF AGENDA
III. APPROVAL OF SUBCOMMITTEE MEETING MINUTES
1. *Regular Meeting June 1, 2009
IV. NEW BUSINESS
1. Comparative Beach Funding Research Results
2. Finalize Subcommittee Recommendations to TDC
V. SUBCOMMITTEE DISCUSSION
VI. AUDIENCE INPUT
VII. NEXT MEETING DATE/LOCATION
- June 22, 2009, TDC Monthly Meeting - BCC Chambers
VIII. ADJOURNMENT
June 15,2009
I. CALL TO ORDER - Chairman Hendel
Chairman Hendel called the meeting to order 10:00 a.m.
A quorum was present.
Michelle Klinowski representing the Greater Naples Chamber of Commerce, Joyce
McFarland and Sandi Reidmann representing the Marco Island Chamber of
Commerce and Rick MedwedefJ, Tourist Development Council member were also
present.
II. CHANGES/APPROV AL OF AGENDA
Mr. Hill moved to approve the Agenda subject to the following changes:
Item IV.2 - Review of Michelle Klinowski email to Clark Hill
Item IV.3 - Finalize Subcommittee Recommendations to TDC
Second by Ms. Becker. Carried unanimously 4-0.
III. APPROVAL OF SUBCOMMITTEE MEETING MINUTES
1. Regular Meeting June 1, 2009
Ms. Becker moved to approve the minutes of the June 15, 2009 meeting subject
to the following correction:
. Page 4 - paragraph 5 from "Citizens and Visitors Bureau. . ." to
"Convention and Visitors Bureau..."
Second by Mr. Miller. Carried unanimously 4-0.
IV. NEW BUSINESS
1. Comparative Beach Funding Research Results
Jack Wert, Tourism Director provided the document analyzing Tourist
Development Funds expended for Maintenance of Beaches in several Counties
within the State of Florida. He noted:
. The maintenance costs were approximated utilizing the various
Counties budgets and estimating the miles of Beaches via
MapQuest. Com.
. The figures indicated the expenditures range from a low of $0 for
Miami-Dade County to a high of$216,667 for Collier County for
annual maintenance per mile of beach.
Gary McAlpin noted:
. Concern the data may not be an accurate comparison of the
percentages of funding dedicated to "Beach Maintenance."
. The data assumes the total annual Collier County Coastal Zone
Management Budget of$6.5M is dedicated to Beach Maintenance,
however this figure includes 1/3 of the budget which is actually
dedicated to Beach Park Facilities.
. The actual expenditures for Collier County "Beach Maintenance" are
$140,000 per mile.
. Other Counties utilize additional funding sources such as Federal
Grants from the US Army Corps of Engineers (USACE), General
Funds, User Fees, etc.
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June 15,2009
· Historically, Collier County chose not to utilize Federal funding as it
was deemed an "inconsistent" funding source
· Collier County wanted to ensure funds for Beach Maintenance would
be available through an annual dedicated source of Tourist Tax
Revenues.
· Three years ago, Collier County decided to access the US Army Corps
of Engineers funds, however there is a 1 O-year cycle for this funding
and the County is currently "in the queue" for the funding.
Discussion occurred if the data for the other Counties represented in the document
includes total TDC funding for Beach Maintenance and Beach Park Facilities.
Jack Wert stated the figures for Lee County and Brevard County included Beach
Park Facilities so the comparisons are accurate. He was unsure if the remaining
Counties included that figure.
Rick Medwedeffnoted although the Federal Funding may be an "inconsistent"
type of funding, other Counties have utilized these fund sources successfully over
time and the quality of Beaches is similar to Collier County.
Gary McAlpin noted:
. The County currently utilizes Federal Emergency Management
Agency (FEMA) funding and Florida Department Environmental
Protection (FDEP) funds for Beach Maintenance.
· FDEP funds have been significantly reduced this fiscal year.
· The FDEP funds are "matching" funds based on the amount of public
access provided by the County.
· Collier County's current match from the State is approximately 33%.
· Marco Island has limited public access and negatively affects the
percentage match of funds.
· If the County increases public access, the percentage match of funds
would increase.
· USACE funds are not linked to the amount of public access provided
by jurisdictions.
· Considerations have not been given to utilizing Ad Valorum tax
sources; however user fees have been utilized in the past and dedicated
for Beach Park Facilities.
2. Michelle Klinowski email to Clark Hill
A memo from Michelle Klinowski, Vice President of Greater Naples Chamber of
Commerce to Clark Hill, TDC Subcommittee member, dated June 12,2009 was
provided to the Subcommittee.
It requested clarification ifthere would be any negative impacts to the quality of
the beaches if Beach Re-nourishment was postponed for one year. Ifnot, could
the funds be redirected to advertising/promotions on a temporary basis?
Gary McAlpin noted the Beaches are not re-nourished on an annual basis. They
are re-nourished on a cycle (generally 10 years) or when storm damage occurs.
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June 15,2009
The funds are transferred to the account on an annual basis until the funds require
expenditure. Annual transfers of funds could be delayed; however the Board of
County Commissioners (BCC) mandated these funds be set-aside on an annual
basis. A change in this mandate would require approval by the BCC.
3. Finalize Subcommittee Recommendations to TDC
Mr. Hill introduced a document he prepared "Collier County TDC Subcommittee
Committee Member Summary through June 14, 2009" for consideration. It is a
summary of activities to date with his general assumptions and recommends all
involved in County leadership consider identifying sources of funds which may
be utilized to increase advertising and promotions for the tourism industry in the
area.
Chairman Hendel circulated a memo he prepared which indicated the
assumption made at the previous meeting (June I, 2009) that there is a Reserve
Fund dedicated to Beach Park Maintenance and Improvements, which is in error.
Therefore, the tentative recommendation to utilize this fund for Advertising is
now unfeasible.
He reiterated the funding for Non-County Museums is for marketing purposes,
not operating expenses.
Chairman Hendel recommended Staff develop a Comprehensive Marketing Plan
for promoting the region on an annual basis. The Subcommittee would then
attempt to identify sources of revenue to fund the activities.
Discussion occurred on the following:
· It is an acceptable concept and there needs to be a short-term plan and
a long-term plan to maintain presence in identified markets.
· Should the Subcommittee consider analyzing the feasibility of a
"reset" to the Tourist Tax allocations guidelines and the concepts for
promoting Collier County Tourism?
· The practice of utilizing the interest on TDC funds in the General
Fund.
· Funding of County and Non-County Museums
· If revisions are made in allocations to various entities, should the
revisions be completed with a "phasing out" concept?
Jack Wert noted approximately $2.8M is spent on Advertising over a 6-month
period. It is estimated an additional $2.8M would be required for year round
advertising
Discussion occurred on whether any recommendations may be formulated for the
June 22,2009 Tourist Development Council meeting and who should formulate
the exact wording of recommendations.
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June 15,2009
Gary McAlpin suggested all Operations within the Tourist Development
Council's funding be examined. What is the rate of return on investments on the
Film Office? Do the County and Hoteliers duplicate Group Sales Marketing
efforts? Should International Travel requirements be altered with the present "on-
site" market representatives? Is the current allocation of Reserves adequate?
He stated he has all the confidence in the Operation of the Convention and
Visitors Bureau (CVB). The goal should be to develop short and long-term
recommendations to address the issues raised by the Subcommittee.
Rick Medwedeff expressed his confidence in the CVB, however the suggestion is
favorable and would lend credibility to any recommendations the Subcommittee
may bring forward.
Mr. Hill agreed. He recommended all Departments work together and determine
if expenditures can be re-addressed for the common good of all. Data indicates
increased marketing has led to an increase of visitors to the area.
Mr. Miller agreed. Time should be taken to develop a long-term plan, which
would assist in addressing any requests made to the Board of County
Commissioners and other applicable parties.
Jack Wert noted in the short term, the Tourist Development Council has taken
action and utilized "Emergency Funds" for increased advertising in the
Spring/Summer of2009. Remaining funds for marketing have been approved and
are available through September 30,2009. There will be a proposed budget for
implementation on October 1,2009, which will provide marketing expenditures
for the next fiscal year. This budget will be based on a Strategic Marketing Plan
currently being developed.
The Subcommittee determined to recommend to the Tourist Development
Council (TDC), that Staff investigate means to increase collections from short-
term single family/condominium 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.
Jack Wert will develop the exact wording of the recommendation to be proposed
to the TDC for the June 22, 2009 meeting.
Chairman Hendel will provide a Progress Report to the Tourist Development
Council on June 22,2009.
Speakers
Sandi Reidmann, Executive Director of the Marco Island Chamber of
Commerce expressed support for the Subcommittee's concept of re-examining
for the entire process in expenditures of Tourist Development Council Funds.
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June 15,2009
Michelle Klinowski, Vice President, Greater Naples Chamber of Commerce
stated a Chamber Board member is pursuing avenues of increasing tax collections
for short-term single-family rentals.
Joyce McFarland, President, Marco Island Chamber of Commerce stated
there is a sense of urgency for area businesses and increased advertising needs to
be addressed in the short term.
Chairman Hendel noted the Board of County Commissioners approved funds for
"In-State" summer season advertising.
Chairman Hendel noted in his Progress Report to the TDC on June 22, 2009, he
will indicate the Subcommittee plans to have recommendations in place for the
August Tourist Development Council Meeting.
At the next meeting, the Subcommittee could begin to review funding
considerations as Mr. Wert indicated approximately $5.6M would be required to
institute a Comprehensive Year Round Marketing Plan.
V. SUBCOMMITTEE DISCUSSION
None
VI. AUDIENCE INPUT
None
VI. NEXT MEETING DATE/LOCATION
June 22, 2009 - TDC Monthly meeting - BCC Chambers
The next meeting was tentatively scheduled for July 13,2009.
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 11 :37 A.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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