TDC Minutes 09/27/2010 RSeptember 27, 2010
MINUTES OF THE COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL MEETING
Naples, Florida, September 27, 2010
LET IT BE REMEMBERED, that the Collier County Tourist Development
Council in and for the County of Collier, having conducted business herein,
met on this date at 9:00 AM in a REGULAR SESSION in Building "F" of
the Government Complex, Naples, Florida with the Following members
present:
Chairman: Commissioner Fred Coyle
Vice Chairman: Murray H. Hendel
Susan Becker
Jerry Gibson
Clark Hill
Rick Medwedeff
Robert Miller (Excused)
Ed (Ski) Olesky
John Sorey III
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Heidi Ashton - Cicko, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
September 27, 2010
MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center, Admin Bldg. F, 3rd Floor
3301 Tamiami Trail East
Collier County Commission Chambers
Naples, Florida 34112
* Requires TDC Action
I. Call to Order — Chairman Coyle
11. Pledge of Allegiance
III. Roll Call
IV. Changes and Approval of Agenda
V. Approval of TDC Minutes
1. * Regular Meeting July 26, 2010
VI. New Business
1. * BCC Workshop — Discussion and Direction
VII. Old Business
1. FEMA Reimbursement Update
VIII. Staff Report Presentations
1. Section I — Marketing Partners
a. Tax Collections — Jack Wert
b. Paradise Advertising
c. Klages Research Report
d. Website Activity — Jack Wert
e. Search Engine Optimization — Jack Wert
f. Fulfillment & Inquiry Summary — Jack Wert
2. Section 11— Staff Department Reports (Jack Wert)
a. Director's Report
b. Sales Manager Report
c. P.R. Manager Report
d. Film Coordinator Report
e. Sports Marketing Report
f. International Representatives
IX. Detailed Staff Reports
X. Announcements
XI. Audience Input & Discussion
XII. Council Discussion
XIII. Next Scheduled Meeting Date /Location — October 25, 2010 — 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3301 Tamiami Trail East, Naples, Florida 34112
XIV. Adjournment
All interested parties are invited to attend, and to register to speak and to submit their
objections, if any, in writing, to the board prior to the meeting if applicable.
For more information, please contact Jack Wert at (239) 252 -2402.
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
Tamiami Trail East, Naples, FL 34 =112, (239) 252 -8380.
Public comments will be limited to 5 minutes unless the Chairman grants permission
for additional time.
Collier County Ordinance No. 99 -22 requires that all lobbyists shall, before engaging in
any lobbying activities (including, but not limited to, addressing the Board of County
Commissioners) before the Board of County Commissioners and its advisory boards,
register with the Clerk to the Board at the Board Minutes and Records Department.
September 27, 2010
I. Call to Order — Chairman Coyle
Commissioner Coyle called the meeting to order at 9:00 A.M.
If. Pledge of Allegiance
Pledge of Allegiance was recited.
III. Roll Call
A quorum was established.
IV. Changes and Approval of Agenda
Mr. Sorey moved to approve the Agenda. Second by Mr. Hill. Carried
unanimously 8 -0.
V. Approval of TDC Minutes
1. Regular Meeting July 26, 2010
Ms. Becker moved to approve the minutes of the July 26, 2010 meeting. Second
by Mr. Olesky. Carried unanimously 8 -0.
VI. New Business
1. BCC Workshop — Discussion and Direction
Jack Wert, Tourism Director presented the Executive Summary "Long -term
funding solution for year round destination marketing of Collier County as
directed by the Board of County Commissioners" dated September 27, 2010. He
noted:
• The Board of County Commissioners approved the re- direction of $1M
from Beach Park Facilities to the Convention and Visitors Bureau for
promotions and advertising for one year.
• The purpose of the workshop is to identify a strategy to fund year -round
advertising and marketing as recommended by the TDC Subcommittee and
directed by the Board of County Commissioners.
• Staff will contact the following stakeholders to obtain input and
recommendations on the strategy:
• Collier County Hotel & Lodging Association
• Coastal Advisory Council (CAC)
• Parks & Recreation Advisory Board (PARAB)
• Friends of the Museums (County and Non - County)
• Greater Naples Chamber of Commerce
• Marco Island Chamber of Commerce
• Everglades City Chamber of Commerce.
The workshop is anticipated to be held in November.
Under Council discussion it was noted the thrust of the workshop will be examination of
the current Tourist Development Council (TDC) funding guidelines and distributions to
determine if re- allocations of funds and /or any related changes in the TDC Ordinance are
required. The workshop is not intended to obtain recommendations on whether or not the
Tourist Tax rate should be increased.
2
September 27, 2010
VII. Old Business
1. FEMA Update
Gary McAlpin, Director, Coastal Zone Management reported the County has
received a FEMA fund reimbursement in the amount of $9,775,000 for damages
to area beaches due to Hurricanes Katrina and Wilma. Staff continues to pursue
reimbursement for the damages caused by Tropical Storm Fay and Gabrielle. He
intends to provide an update on the future beach renourishment plans and
associated funding at next months TDC meeting.
Mr. Sorey noted Mr. McAlpin presented a written analysis to the Coastal
Advisory Committee (at the September 2010 CAC meeting) on Beach
Renourishment funding and requested he forward the analysis to TDC members.
VIII. Staff Report Presentations
1. Section I — Marketing Partners
Staff provided the following reports:
a. Tax Collections — Jack Wert
The Council requested future Tax Collection Reports include an analysis of
the collections data accompanied with its comparison to the fiscal year
budget.
b. Paradise Advertising
Fran Vaccaro provided an update on the marketing efforts which included
television, print and intemet media. She noted the advertising programs have
received the following awards:
• Visit Florida Flagler Awards for Internet Marketing, Television,
Mixed Media Campaign, etc.
• 2010 Successful Meetings Pinnacle Award
• Travel Weekly Magellan Award
2009 Adrian Award presented by the HSMAI (Hotel Sales Marketing
Association International)
c. Klages Research Report —Jack Wert
d. Website Activity — Jack Wert
Mr. Hill noted website activity indicates interest from Brazilian tourists is on
the increase and questioned if additional dollars dedicated to marketing will
allow staff to pursue the market. In addition, promoting a "medical tourist
market" be considered.
Jack Wert noted staff is in the process of exploring the market opportunity.
A major obstacle is the lack of direct flights from South America to Southwest
Florida International Airport. The marketing department for the airport is in
consultation with major air carriers in an attempt to obtain service.
September 27, 2010
Commissioner Coyle noted there is private jet traffic which utilizes the
Naples Airport, with the travelers subsequently occupying area hotels. The
airport is constructing a new customs facility and recommended staff consider
a marketing program targeting private jet operators /owners (once the customs
facility is open) who could potentially utilize the airport's services.
e. Search Engine optimization — Jack Wert
I. Fulfillment & Inquiry Summary — Jack Wert
2. Section II — Staff Department Reports
Jack Wert provided the following reports:
a. Director Report
b. Sales Manager Report
c. P.R. Manager Report
d. Film Coordinator Report
e. Sports Marketing Report
f. International Representatives
IX. Detailed Staff Reports
See attached reports submitted by staff.
X. Announcements
Jack Wert noted there is an upcoming County workshop for the Sunshine Law and
urged members to attend. It will also be broadcast on Collier County TV and DVD's
will be made available for view.
XI. Audience Input & Discussion
None
XII. Council Discussion
Mr. Sorey noted consideration should be given to marketing "medical tourism"
through Naples Community Hospital (NCH) and recommended NCH representatives
be contacted to address the council to determine what avenues may be pursued to
increase business in this area.
Mr. Wert noted staff is already in the process of pursuing the opportunity and will
contact NCH representatives for a presentation.
Mr. Hill commended staff and Paradise Advertising on receiving the achievement
awards outlined by Ms. Vaccaro under item VHl.b
Jack Wert noted the next meeting will include a presentation by the Federal Reserve
Board/Miami regarding the intent to begin including Southwest Florida in their
economic reports.
4
September 27, 2010
Next Scheduled Meeting Date /Location — October 251 2010 — 9:00 a.m. Collier
County Government Center, Administration BLDG. F, 3 d Floor, 3301 East
Tamiami Trail, Naples, Florida 34112
There being no further business for the good of the County, the meeting was
adjourned by order of the chair at 10:08 A.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
Commissioner Fred Coyle, Chairman
These minutes approved by the Board /Committee on
as presented or as amended