TDC Minutes 08/10/2009 Subcommittee
August 10,2009
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL SUBCOMMITTEE
MEETING
Naples, Florida, August 10,2009
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 MEETING
at the Collier County Community Development Services Building, 2800 N.
Horseshoe Drive, Naples, Florida, with the following members present:
Chairman: Murray H. Hendel
Susan Becker
Clark Hill
Robert Miller (Excused)
ALSO PRESENT: Jack Wert, Tourism Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Tax Coordinator
Gary McAlpin, Director, Coastal Zone Management
August 10, 2009
I. CALL TO ORDER - CHAIRMAN HENDEL
Chairman Hendel called the meeting to order at 10:01 a.m.
A quorum was present.
II. CHANGES/APPROVAL OF AGENDA
There were no changes to the Agenda.
III. APPROVAL OF SUBCOMMITTEE MEETING MINUTES
1. Regular Meeting August 3, 2009.
Ms. Becker moved to approve the minutes of the August 3,2009 meeting.
Second by Chairman Hendel. Carried unanimously 3-0.
IV. OLD BUSINESS
1. TDC Final Report and Recommendations.
It was noted a Final Report of the Subcommittee will be prepared for the Tourist
Development Council.
2. Staff Comments related to Recommendations.
Jack Wert, Tourism Director submitted the documents "TDC Sub-Committee
Recommendations - August 3, 2009 Meeting and "Staff Comments pursuant to
TDC Sub-Committee Recommendations" for consideration by the Committee
during review of the proposed recommendations.
The Subcommittee reviewed the following recommendations considered at the
previous meeting for final comments.
Recommendations considered
1. The Funding of County Museums Operating Expenses by Tourist Tax Funds
be phased out over a 3-year period beginning in FY 11 and ending in FY 13,
reducing funding by 1/3 of the original total each year.
It was noted, there should be an explanation provided with the recommendation
outlining the rationale of eliminating the funding (competitors do not fund
museums in this manner; reports indicate museums are not "tourism drivers," etc.)
Gary McAlpin, Director of Coastal Zone Management stated he was speaking
for Ron Jamro, Executive Director of the Collier County Museums and Marla
Ramsey, Public Services Administrator and referenced the written comments in
the document "Staff Comments pursuant to TDC Sub-Committee
Recommendations. " He expressed concern that eliminating TDC funding for the
Operation of the County Museums will have a detrimental affect on the Operation
of the Museums. The Museums will need to seek alternative funding (General
Funds, etc.) that is currently not available and may force the Museums to greatly
reduce services or cease operations.
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August 10, 2009
The Subcommittee noted it is not the intent to create a situation where the
Museums would cease operations. The recommendation would initiate in FY '11
and be phased over 3 years with General Funds being utilized for funding County
Museum Operations.
Consensus reached.
Jack Wert noted the opening of the Marco Island Museum will create further
funding impacts on the Operations of the Collier County Museums (i.e. the
funding amounts for Non-County Museums may need to be redirected to the
County Museum funding, etc.)
2. The interest earned on Tourist Tax Funds currently being utilized by the
County Clerk for Operating Expenses be re-instated to the Tourist Development
Council Budget.
Colleen Greene, Assistant County Attorney noted the interest would be
transferred back to the County General Fund. The recommendation will need to
include language requesting the interest be transferred from the General Fund to
the Tourist Development Council Budget.
Consensus Reached
3. The Grant Funding Process for Non-County Owned Museums should be
revised to require specific funding amounts be approved for the Organizations,
with the Organizations submitting expenditure requests back to the Tourist
Development Council (TDC) for approval of a specific advertising campaign(s).
Said advertising to be conducted by a TDC approved Consultant (i.e. Paradise
Advertising).
Consensus Reached.
4. The $500,000 annually dedicated to Emergency Beach Reserves be redirected to
Marketing for a period of two years.
Gary McAlpin, Director, Coastal Zone Management referenced his written
comments in Staff Comments pursuant to TDC Sub-Committee Recommendations
noting these funds are for "Emergency Purposes" and should be utilized in this
manner. He expressed concern the redirection of funds may leave a shortfall for
any expenditures required for Beach Repairs in the event of a Storm emergency.
He noted specific assurance will need to be in place to repay the funds such as the
specific term of the loan, the terms and rate of interest, etc.
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August 10, 2009
The Subcommittee noted the recommendation is not for the redirection of funds
being a "loan". The intent is to not require repayment of the funds, but extend the
timing for reaching the cap of the fund by an additional two years.
Colleen Greene noted the recommendation will require a Funding Policy change.
Consensus Reached
5. The Tax Collection Department dedicate a person, (employee or outside
individual or Organization) to be solely responsible for collecting unpaid
Tourist Taxes.
It was noted this recommendation may need to incorporate participation by the
Code Enforcement Department regarding registration of rental units.
Consensus reached.
6. Supporting the litigation by other Counties to determine the format 3rd party
online Hotel Room booking Agencies collect Tourist Taxes.
Consensus Reached.
7. The Convention and Visitors Bureau (CVB) and the Greater Naples Chamber
of Commerce should combine the Tourist publications "Florida's Last
Paradise" produced by the Naples, Marco Island, Everglades Convention and
Visitors Bureau and "Naples on the Gulf' produced by the Greater Naples
Chamber of Commerce.
Consensus Reached
8. The creation of a Staff Position "Information Center Coordinator" or similar
title to be under the direction of the Greater Naples Chamber of Commerce.
The position to be jointly funded at approximately $90,000 by the Convention
and Visitors Bureau and the Greater Naples Chamber of Commerce via a
Private/Public partnership.
Consensus Reached
9. Redirecting $500,000 of the $2M a year currently allocated to the Beach Re-
nourishment Reserve Fund to Marketing for a period of 2 years.
Discussion occurred on the merits of the recommendation.
Colleen Greene stated the recommendation will require a Funding Policy change.
Gary McAlpin stated the logistics for the recommendation will be at the time of
the annual transfer from the 195 Fund to the Reserve, a $500,000 portion of this
transfer would be redirected to Marketing.
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August 10,2009
The Subcommittee stated the intent is to transfer the monies from Fund 195 to
Marketing. It will not be a loan, but a redirection of funds.
Mr. Hill moved to redirect $500,000 of the $2M a year currently allocated to the
Beach Re-nourishment Reserve Fund to Marketing for a period of 2 years.
Second by Ms. Becker.
Gary McAlpin expressed concern the recommendation will extend out the time
frame for accruing the necessary funds for Beach Re-nourishment and may cause
increased costs for the re-nourishment.
Motion carried 2 'j,'es" -1 "no." Chairman Hendel voted "no."
Jack Wert requested an update on the availability of Federal Funding for Beach
Re-nourishment.
Gary McAlpin stated Coastal Zone Management is now very active in acquiring
Federal sources for funding Beach Re-nourishrnent. The funding is through'
WRDA (Water Resources and Development Act) and there are two steps-
Authorization and Funding. The County applied 2 years ago for "Authorization,"
which status was awarded 3 months ago. The County is waiting to see when/if
any funds will be awarded to the County.
10. Ms. Becker moved to recommend not increasing the Tourist Tax Rate at this
time given the current economic conditions. Second by Mr. Hill
Rick Medwedeff, General Manager of the Marco Island Marriott Beach
Resort and Spa was not present, but submitted a letter dated August 8, 2009 -
Ref Bed Tax increase discussion outlining the reasoning for his opposition to
raising the Tourist Tax at this time.
Speaker
Steve McIntyre, Collier County Hotel and Lodging Association addressed the
Subcommittee and reported the Association voted unanimously to recommend not
increasing the Tourist Tax Rate in Collier County.
Carried unanimously 3-0.
It was noted, there should be an explanation provided with the recommendation
indicating the rationale for not raising the tax at this time (existing economic
conditions, etc.)
The Subcommittee directed Chairman Hendel to coordinate with Jack Wert, for
preparation of the Final Report including the exact wording for the
recommendations outlined herein. Said Report to be submitted to the Tourist
Development Council.
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August 10, 2009
3. Review of Marketing Budget Scenarios.
Jack Wert submitted "Marketing Plan FY 10" for consideration.
It was noted even with the recommendations, there is a shortfall of approximately
$800, 000 if the Department wishes to undertake budget Option C outlined in the
August 3, 2009 TDC Subcommittee meeting.
Jack Wert stated the Staff will propose "Option B" as outlined in the August 3,
2009 meeting and will propose further Marketing efforts based on funding that
may become available during the Fiscal Year (the re-directed funds as
recommended herein, increased tax collections, interest income earned on funds
returned to the TDC, etc.)
Gary McAlpin requested clarification on the logic of creating a new Staff
position of" Visitor Center Coordinator" outlined in recommendation #8 during
this economic time. The position may be funded through the proposed re-
direction of Beach Funds.
The Subcommittee noted testimony throughout their proceedings indicated a lack
of coordination of the Visitor Centers and Area Chambers of Commerce.
The goal ofthis proposed Staff position would be generation of additional Tourist
Tax Revenue by increasing the functionality and coordination of the Visitors
Centers and area Chambers of Commerce's.
The Subcommittee noted there is a proven history that increased marketing efforts
provides significant additional Tourist Tax Revenue. The additional revenue is
utilized for all Funding Items controlled by Tourist Development Council
activities.
4. Review of Fund 195 & 183 Budget for FY 10 and 10- Y ear Plan.
Jack Wert submitted the document "FY09/10 - 195 Budget and Analysis" for
informational purposes.
V. SUBCOMMITTEE DISCUSSION
None
VI. AUDIENCE INPUT
None
VII. NEXT MEETING DATE/LOCATION
Regular TDC Meeting, August 24, 2009, BCC Chambers
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 11: 15 A.M.
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August 10, 2009
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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