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TDC Minutes 10/25/2010 R October 25,2010 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, October 25, 20 I 0 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 Ed (Ski) Olesky John Sorey III ALSO PRESENT: Jack Wert, Tourism Director Jennifer White, Assistant County Attorney Colleen Greene, Assistant County Attorney Kelly Green, Tourist Development Tax Coordinator 1 October 25, 2010 MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center, Administration Bldg. F, 3rd Floor 3301 East Tamiami Trail, Naples, Florida 34112 Collier County Commission Chambers OCTOBER 25, 2010 9:00 a.m. * Requires TDC Action I. Call to Order - Chairman Coyle II. Pledge of Allegiance III. Roll Call IV. Changes and Approval of Agenda 1. *Federal Reserve Bank Presentation (Miami Branch) - Lon Lazzeri - This item to be heard prior to New Business items V. Approval of TDC Minutes * 1. * Reaular Meetina September 27, 2010 VI. New Business 1. * FY 11 Strateaic Plan 2. * Stakeholder Meetinas Proaress Report 3. * Tourism Marketina Services RFP 4. * Beach Berm Restoration / Wiaains Pass Dredaina Work Order 5. * Doctors Pass North Jettv Repair Work Order 6. Beaches/Inlets Revenue and Expense Analysis - Information Only VII. Old Business VIII. Staff Report Presentations 1. Section I - Marketina 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 II - 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 1. BCC-TDC Workshop November 1,2010 - 9:00 am, Commission Chambers XI. Audience Input & Discussion XII. Council Discussion XIII. Next Scheduled Meeting Date/Location - November 22, 2010 - 9:00 a.m. Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, 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 East Tamiami Trail, Naples, FL 34112, (239) 252-B3BO. 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 actiYities (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. October 25,2010 I. Call to Order - Chairman Coyle Commissioner Coyle called the meeting to order at 9:00 A.M. II. Pledge of Allegiance Pledge of Allegiance was recited. III. Roll Call A quorum was established. IV. Changes and Approval of Agenda Mr. Olesky moved to approve the Agenda subject to the following addition: Item VII. 1 - Discussion of the December Regularly Scheduled TDC Meeting. Second by Ms. Becker. Carried unanimously 9-0. 1. Federal Reserve Bank Presentation (Miami Branch) - Lon Lazzeri - This item to be heard prior to new business items Juan del Busto, Executive Director of the Federal Reserve Bank of Atlanta, Miami Region appeared before the Council and presented a slide show "Economic OutloolC' dated October 25,2010. The presentation included an overview of the existing conditions and projected outlook for the US Economy. V. Approval of TDC Minutes 1. Regular Meeting September 27, 2010 Ms. Becker moved to approve the minutes of the September 27,2010 Meeting subject to the following change: Page 3, paragraph 1, line 4 from"... Tropical Storm..." to "... Tropical Storms..." Second by Mr. Hill. Carried unanimously 9-0. Jennifer White, Assistant County Attorney left the meeting and was replaced by Colleen Greene. VI. New Business 1. FY 11 Strategic Plan Jack Wert, Tourism Director presented the Executive Summary "Review and approve the Fiscal Year 2011 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB)" dated October 25,2010. He provided a copy of the entire plan to Council members via a "flash card." Fran Vaccaro, Paradise Advertising presented a slide show on the FYll Strategic Plan highlighting: . The Business Objectives of the Plan: 1. Increase brand awareness in target markets by 10%. 2. Increase "Signals of Intent to Travel" (intended business) by 5%. 3. Grow and maintain Return on Investment (ROI) of$18 per dollar of advertising. 4. Create and execute messages to increase new visitation by 2%. 2 October 25,2010 5. Meet or exceed annual occupancy of 62%. 6. Increase tourist tax revenue by 1%. 7. Maintain high Average Daily Rate (ADR) relative to competitive set. 8. Maintain high ADR relative to competitive set. . The intent moving forward is to shift advertising funding from traditional media (print and television, etc.) to DigitaVSocial and Online. . One example of the shift is the utilization of "Quick Response (QR) Tags" which utilizes a mobile bar code system with advertising messages delivered to a smart phone. . The shift will allow greater "tracking" on characteristics (location, ages, etc.) of the parties in the markets targeted by the advertising campaigns. . Tracking data will assist in creating more cost effective advertising campaIgns. Mr. Sorey recommended: . Staff provide an Executive Summary on how they will determine if the objectives of the plan are met. . Objective #6 be revised upward based on the increased advertising funding. . A monthly report be provided on the status of the strategic plan. Mr. Medwedeff noted: . The budget proposed is not adequate and for more funds be made available for marketing. . The estimate for Return on Investment (20 dollars for every dollar spent) be reduced as the existing hoteliers also spend funds on marketing affecting the statistic. . On page 5, the weakness identified "One of the highest Average Daily Rate of competitive set" should not be a weakness as the area has a much greater percentage of upscale properties compared to the competitive markets. . A greater percentage of funds should be targeted toward "group sales" as the events generate approximately 45% of the room nights. . A statistic be developed identifying the percentage of proposed funds to expend in each marketing category vs. revenue generated by the category. . The public relations budget should be increased. . The Council and hotel industry just received the plan and has not had adequate time to review it. He recommended a vote on the plan be postponed. Mr. Wert will provide a breakdown on the expenditures by category as proposed in the budget. Commissioner Coyle recommended on Page 3, Bullet Point 1.. the word "exasperate" should be changed to "exacerbate." 3 October 25,2010 Mr. Medwedeffmove to continue the item until the November 22,2010 TDC Meeting pending the Strategic Plans' further review by Council members and comments from the Collier County Lodging and Tourism Association. Second by Mr. HilL Carried unanimously 9-0. 2. Stakeholder Meetings Progress Report Jack Wert presented the Executive Summary "Progress Report on Stakeholder Meetings concerningfunding year-round destination marketing of Collier County" dated October 25,2010 for informational purposes. He noted: . There will be a Workshop with the Board of County Commissioners (BCC) on November 1,2010 regarding re-allocation of Tourist Tax funds. . There will be recommendations available from all stakeholders. . He will attempt to meet with the Economic Development Council prior to the Workshop. Mr. Hill requested clarification on how the stakeholder meetings are structured. Jack Wert noted he provides an overview on the status of the Tourist Development Tax Funding and options on how the funding may be adjusted (shifts in funding percentages/redirections from Category A, B, etc.). He then requests the group decide if they are in favor of year round marketing, should more funding be dedicated to marketing and should the County review the current allocations of the Tourist Tax Revenue Expenditures. Mr. Medwedeff noted there were Resolutions developed by some stakeholders recommending an increase in the Tourist Development Tax and questioned if Mr. Wert initiated dialogue on the possibility of raising the tax rate from 4% to 5%. Mr. Wert noted the issue was not raised by staff; some stakeholders raised the issue on their own. It was reported erroneously in the Naples Daily News that he is in favor of raising the Tourist Tax Rate. He has not, and will not take a position on the issue as it is not the function of staff. Mr. Sorey confirmed Mr. Wert did not raise the issue at the stakeholder meetings he attended, including the Coastal Advisory Committee and the Naples City Council Meeting. 3. Tourism Marketing Services RFP Jack Wert presented the Executive Summary "Discussion for Requestfor Proposal (RFP) for Tourism Marketing Services" dated October 25,2010. He noted the recommendation is to award the services to Paradise Advertising and negotiations are on-going. 4. Beach Berm Restoration / Wiggins Pass Dredging Work Order Jack Wert presented the Executive Summary "Recommendation the TDC to approve time and material work order under Contract #09-5262 for Beach Berm Restoration and Wiggin's Pass Dredging as outlined in the CP&E proposal dated September 29, 2010 not to exceed $10,000"dated October 25,2010 for consideration. 4 October 25,2010 Mr. Sorey moved to approve (recommend the Board of County Commissioners approve) the proposed work order (work order under Contract #09-5262 for Beach Berm Restoration and Wiggin's Pass Dredging as outlined in the CP&E proposal dated September 29, 2010 not to exceed $10,000''). Second by Mr. Hendel. Carried unanimously 9-0. 5. Doctor's Pass North Jetty Repair Work Order Jack Wert presented the Executive Summary "Recommendation the TDC approve time and material work order under Contract #09-5262 for Doctor's Pass North Jetty Repairs as outlined in the attached CP&E proposal dated September 30, 2010 not to exceed $24,794" dated October 25,2010 for consideration. Mr. Sorey moved to approve (recommend the Board of County Commissioners approve) the proposed work order (work order under Contract #09-5262 for Doctor's Pass North Jetty Repairs as outlined in the attached CP&E proposal dated September 30,2010 not to exceed $24,794). Second by Ms. Becker. Carried unanimously 9-0. 6. BeacheslInlets Revenue and Expense Analysis - Information Only Jack Wert presented the Executive Summary "Provide Information to the TDC regarding the Beach/Inlets Revenue vs. Expense Analysis for future funding for maintaining Collier County beaches and their facilities" dated October 25,2010 for information purposes. The document was prepared by Gary McAlpin, (Coastal Zone Management Director) as a primer for the November 1, 2010 BCC/TDC Workshop. If Council members have any questions, they should contact Mr. McAlpin. VII. Old Business 1. Discussion of December Regularly Scheduled TDC Meeting Mr. Sorey moved to cancel the Regular TDC Meeting for the month of December. Second by Mr. Medwedeff. Carried unanimously 9-0. Break-10:34am Reconvened -10:45am Commissioner Coyle did not return. Mr. Hendel assumed the Chair. VIII. Staff Report Presentations 1. Section I - Marketing Partners a. Tax Collections - Jack Wert Mr. Hendel requested staff clarify the statistics comparing the fiscal years actual Tourist Tax Revenue Collections relative to the FY Budget. 5 October 25,2010 b. Paradise Advertising Presented under item VI.1 c. Klages Research Report - Jack Wert d. Website Activity - Jack Wert e. Search Engine Optimization - Jack Wert f. 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 c. Film Coordinator Report d. Sports Marketing Report Mr. Hill requested staff provide a cumulative monthly spreadsheet on the economic impact created by the Sports Council's events. e. International Representatives IX. Detailed Staff Reports See attached reports submitted by staff. X. Announcements Jack Wert noted there will be a TDCIBCC Workshop on November 1,2010 at 9 a.m. XI. Audience Input & Discussion None XII. Council Discussion The Council recommended Mr. Wert seek a correction from the Naples Daily News which mistakenly outlined his position on the Tourist Tax rate issue. Mr. Miller agreed when Mr. Wert appeared at an Everglades City Workshop he did not raise the Tourist Tax rate issue. Mr. Hendel noted the Tourist Development Council Subcommittee, which reviewed funding issues for marketing, etc. voted against raising the Tourist Tax. XIII. Next Scheduled Meeting Date/Location - November 22, 2010 - 9:00 a.m. Collier County Government Center, Administration BLDG. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 6 October 25,2010 ***** There being no further business for the good of the County, the meeting was adjourned by order of the chair at 11 :23 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Commissioner Fred Coyle, Chairman These minutes approved by the Board/Committee on as presented or as amended 7