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TDC Minutes 07/13/2009 Subcommittee July 13, 2009 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE MEETING Naples, Florida, July 13, 2009 LET IT BE REMEMBERED that the 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 1 July 13,2009 I. CALL TO ORDER - Chairman Hendel The meeting was called to order by Chairman Hendel at 10:03 AM and a quorum was established. Also present: . Michelle Klinowski, Greater Naples Chamber of Commerce . Rick Medwedeff, Tourist Development Council member . Steve McIntire, Chairman, Collier County Hotel and Lodging Association II. CHANGES/APPROV AL OF AGENDA There were no changes to the Agenda. III. APPROVAL OF SUBCOMMITTEE MEETING MINUTES 1. Regular Meeting June 15, 2009 Chairman Hendel expressed concern regarding the fourth paragraph on Page 5. He suggested the Subcommittee should investigate means to increase collections, not "Staff." Susan Becker questioned the use of the word, "investigate." She stated Jack Wert offered to meet with the Tax Collectors for Collier and Lee Counties and report his findings to the Subcommittee. She suggested the Minutes read: "meet with and report ..." Bob Miller stated the Subcommittee agreed Mr. Wert would meet the Tax Collectors and the Subcommittee would review Mr. Wert's report. Chairman Hendel asked Mr. Wert to cancel his meetings with the Tax Collectors because neither he nor Mr. Hill could accompany him. He stated the Sub-committee will make all recommendations to the Tourist Development Council, and the Subcommittee's participation with Staff is necessary in order to accomplish that goal. He recognized Mr. Wert's report as very informative. Clark Hill stated the Minutes should be very clear that only the Subcommittee will make recommendations to the full TDC. Ms. Becker suggested amending the paragraph as follows: "The Subcommittee will recommend to the Tourist Development Council (TDC) that Staff: . 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. " Susan Becker moved to approve the Minutes as amended above. Second by Robert Miller. Carried unanimously, 4-0. Chairman Hendel stated at the June 22nd meeting, Staff prepared an Executive Summary which included the Subcommittee's preliminary recommendations. He referred to Items 5 and 6 as follows: 5. Staff should review all areas of operation within the Tourism Department, Coastal Projects and Museums and streamline where necessary. 2 July 13,2009 6. Staff should meet with the Collier County Tax Collector and explore ways to increase the collections from condominiums, single family homes, apartments, and on-line bookers of accommodations. Chairman Hendel suggested changing the word "Staff' to "Subcommittee." Jack Wert stated he will analyze the Tourism Department while Mr. McAlpin will analyze the Coastal Zone Management Department. Chairman Hendel stated one of the responsibilities of the Sub-committee is to analyze tourism in the County and to discuss and make recommendations to the TDC for change. He suggested the Subcommittee members focus on a specific item in the Executive Summary, i.e., analysis of the Chamber or the Visitors' Bureau, etc. The issue is not the information provided by Staff, but the involvement of the Subcommittee in the process. He further suggested the Subcommittee interview Tourism Department personnel, at the next meeting, to discuss questions resulting from the analysis provided by Jack Wert. Clark Hill stated any attempt to analyze funding requires knowledge of where the funding is spent and requested a breakdown of every category and every expense line item of every dollar of the 4% Tourist Tax. The Subcommittee will review the information in order to determine whether to make specific recommendations regarding funding allocations. Discussion ensued concerning allocations for the Museums in Collier County. Clark Hill moved to request that Staff produce a document which indicates the percentage allocation of the entire amount of the 4% Tourist Development Funds and the dollar amount budgetedfor allocations for Fiscal Year 2010. Second by Robert Miller. Carried unanimously, 4-0. Mr. Wert distributed copies ofa Budget Recap for Fiscal Year 2010 and noted the figures did not include Beaches (Fund 195) or Beach Parks (Fund 183). He stated information pertaining to those items can be obtained from Mr. McAlpin and offered to provide copies of the document already approved by the TDC which outlined the projects supported by Fund 195. There was further discussion concerning the budget details requested. Chairman Hendel asked Mr. Wert to ensure the availability of representatives from the Sales, Film, Marketing, and Sports departments to appear at the next meeting to answer questions. He further stated the Six Preliminary Recommendations developed by the Sub- committee were presented to the TDC on June 22, 2009. He asked Mr. Wert if a marketing plan for the year-round promotion of tourism had been developed. Jack Wert stated the Department's annual strategic planning meeting will be held with the advertising agency and other outside suppliers within the next week to formulate the strategic plan for Fiscal Year 2010. He suggested scheduling a Subcommittee meeting in August, prior to the TDC meeting, to review a draft of 3 July 13, 2009 the proposed Plan with suggested funding. The Visitors Center will be included in the proposed Plan. Regarding Recommendation #2, Chairman Hendel asked Clark Hill to examine the issue of museum funding. There was a discussion of the Sunshine Law and clarification ofthe requirements by Assistant County Attorney Colleen Greene. Mr. Wert asked to include a member of Staff in any meetings scheduled by Mr. Hill. Regarding Recommendation #3, Chairman Hendel stated the goal is to redirect the interest earned on Tourist Tax Revenue from the General Fund to the Tourism Department to use for marketing. Mr. Wert advised caution, citing the County Clerk does not have to transfer the funds, per State Statutes. Assistant County Attorney Greene suggested obtaining counsel from Jackie Hubbard, the County attorney involved in the litigation, and from the County Manager's Office before approaching the County Clerk directly. Chairman Hendel suggested delaying any action concerning Recommendation #3 for the moment. Regarding Recommendation #4, Susan Becker offered to be involved and will present a recommendation to the Subcommittee. Regarding Recommendation #5, Chairman Hendel stated the entire Subcommittee will be involved. With regard to next week's meeting, Mr. Wert asked if the Subcommittee could provide more details concerning their questions to Staff. Robert Miller stated Staff could make their own suggestions to the Subcommittee regarding issues they felt were important. Clark Hill suggested the approach should be "how can the Subcommittee better support the Tourism Department?" A discussion ensued concerning the Subcommittee's change of focus, i.e., from not being involved in how Staff operated the Department to becoming more involved. Mr. Wert stated the change was a departure from the direction approved by the TDC. Chairman Hendel responded the Subcommittee unanimously agreed to increase its focus at the last Subcommittee meeting and he will discuss the change with the County Manager during their meeting. Mr. Wert stated the TDC voted only to approve the Sixth Preliminary Recommendation regarding Staff meeting with the Tax Collectors. He further stated he was concerned whether the Subcommittee had the authority to change the TDC's initial directive, especially concerning analyzing Staff. 4 July l3, 2009 Assistant County Attorney Greene stated there is an issue to be reviewed, i.e., what was the direction from the TDC, and is the Subcommittee expanding its purview before seeking proper authority. She suggested the Subcommittee could review the documentation provided without questioning Staff. Clark Hill stated the object was not an evaluation of Staff, but an evaluation of Staff s market responsibility. Chairman Hendel stated a legitimate question to ask is whether or not the County and Hoteliers duplicate Group Sales Marketing efforts. If the Hoteliers do "something," should the County also expend its funds in the same manner? Robert Miller stated the goal is to examine how the dollars are spent currently and what is the most effective way to do so in the future. Mr. Hill stated the goal is to quickly stimulate the local economy and the funding to reach the markets. IV. NEW BUSINESS 2. Tax Collector Report A report, submitted by Jack Wert, was distributed and a discussion ensued concerning various options to generate income. Suggestions to generate revenue from the rental of condos and single-family homes by individual owners were discussed, i.e., "bed tax," as well as Internet sales on third-party sites and a potential class-action suit. Chairman Hendel stated the Subcommittee should review the report thoroughly and develop a recommendation for the TDC. He volunteered to draft the language for such a recommendation at the next Subcommittee meeting. 1. CVB Operational Analysis Jack Wert submitted a "Return on Investment" analysis by department which was distributed. He stated the Performance Measures adopted by the Destination Marketing Association International was utilized as an evaluation tool. V. SUBCOMMITTEE DISCUSSION None VI. AUDIENCE INPUT None VII. NEXT MEETING DATE/LOCATION July 20, 2009 - Tourism Office Conference Room A meeting was tentatively scheduled for August 3,2009 at 3:00 PM at a location to be determined. Staff will notify the Subcommittee of the final location. 5 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 :48 AM. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE Murray Hendel, Chairman The Minutes were approved by the Board/Committee on as presented or as amended 6