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TDC Minutes 11/22/2010 R November 22,2010 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, November 22,2010 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 (Excused) Vice Chairman: Murray H. Hendel Susan Becker Jerry Gibson Clark Hill Rick Medwedeff Robert Miller Ed (Ski) Olesky John Sorey III (Via Telephone) ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Colleen Greene, Assistant County Attorney Kelly Green, Tourist Development Tax Coordinator Mark Isackson, Director of Corporate Finance 1 MEETING AGENDA llt NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center, Administration Bldg. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 NOVEMBER 22, 2010 g:OO a.m. Collier County Commission Chambers * Requires TDC Action I. Call to Order - Chairman Coyle II. Pledge of Allegiance III. Roll Call IV. Changes and Approval of Agenda V. Approval of TOC Minutes * 1. * Reaular Meetina October 25. 2010 VI. New Business 1. * 11/1/10 BCC-TDC WorkshoD Fundina Recommendations 2. * FY 12 TDC Grant Guideline Review 3. * Wiggins Pass Navigation ImDrovements Comoletian 4. * Work Order FY 2012-13 Renourishment Studies VII. Old Business 1. * FY 11 Strateaic Plan (continued from 10/25/10 TDC meeting) 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 llt Inquiry Summary - Jack Wert 2. Section II - Staff DeDartment ReDorts (Jack Wert) a. Director's Report b. Sales and Marketing Report c. P.R. and Communications Report d. Film Office Report e. Sports Marketing Report f. Visitor Centers Report IX. Oetailed Staff ReDorts X. Announcements XI. Audience Input & Discussion XII. Council Discussion XIII. Next Scheduled Meeting DatelLocation - January 24, 2011 - 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) 252-8380. 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 Oepartment. November 22, 2010 I. Call to Order Mr. Hendel, Vice-Chairman, called the meeting to order at 9:02 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. Second by Mr. Hill. Carried unanimously 7 - O. Jack Wert, Tourism Director provided a copy of a memo from the Marco Island Chamber of Commerce revising their recommendation on the re-allocation of Tourist Development Tax funding categories. Mr. Hill moved to allow Mr. Sorey to participate by telephone. Second by Ms. Becker. Carried unanimously 7 - O. V. Approval ofTDC Minutes 1. Regular Meeting October 25, 2010 Ms. Becker moved to approve the minutes of the October 25,2010 meeting subject to the following changes: . Page 3, paragraph 4, bullet point #1 - from ".. .not adequate and for more funds be made available..." to ". ..not adequate and more funds should be made available..." . Page 4, paragraph 1, line 1 from ". ...move..." to ".. .moved..." . Page 4, paragraph 1, line 2 from "...P1ans'... to "...Plan's..." Second by Mr. Medwedeff. Carried unanimously 8-0. VI. New Business 1. 11/1/10 BCC-TDC Workshop Funding Recommendations Jack Wert presented the Executive Summary "Review input from the Joint Workshop of the Tourist Development Council (TDC) and Board of County Commissioners (BCC) on November 1,2010 concerning funding year-round destination marketing of Collier County" dated November 25, 2010 for consideration. He noted the item is at the direction of the Board of County Commissioners from their joint workshop with the Tourist Development Council. Mark Isackson, Director of Corporate Finance presented a slide show "Collier County FY 2011 - Expanded Tourism Destination Promotion and Marketing Dollars." Staff is providing the following three options to increase funding for promotions and marketing: 1. Lower the Disaster Recovery Fund (196) ceiling to $1,000,000. 2 November 22,2010 2. Amending Fund 194 Year End Sweep and transfer to Beach Renourishment Fund 195 and Beach Park Facilities Fund 183, and instead, do a Year End Sweep to Fund 184 for destination marketing. 3. Continue to transfer of all interest earned on Tourist Tax funds to Fund 184 for destination marketing. Mr. Hendel noted option 3 has already been approved by the Tourist Development Council and Board of County Commissioners. Mr. Medwedeffmoved to recommend the Tourist Development Ordinance (Ord. 2005-43) be revised to provide for the following funding guidelines: 1. Lower the Disaster Recovery Fund (196) ceiling to $1,000,000. 2. Amend Fund 194 Year End Sweep and transfer to Beach Renourishment Fund 195 and Beach Park Facilities Fund 183 to instead sweep to Fund 184 for destination marketing. Second by Mr. Gibson. Speakers Emily Maggio, Collier County Resident addressed the Council noting the original purpose of the tax funding when approved by the voters was a "60/40 percent split." 11 is now a "50/50 split" and she opposes the further reallocation of any funding categories. Steve McIntire, Collier County Lodging and Tourism Alliance noted members within the Alliance have staff dedicated to advertising and requested the Council authorize them to review the proposed budget and provide input. Motion carried unanimously 8 - O. Mr. Hendel noted the proposed FY 11 Strategic Plan was reviewed by Collier County Lodging and Tourism Alliance and with input provided to staff. Discussion occurred on the future of revising funding options. It was noted consideration should continue to be given to the TDC Subcommittee recommendation for the general fund to absorb the operating expenses of the County Museums over a 3 year period. 2. FY 12 TDC Grant Guideline Review Jack Wert presented the Executive Summary "Review TDC Grant Application Guidelines and Recommend Changes for FY 12 Grant" dated November 25,2010 for consideration. He provided the following recommendations for changes in the guidelines: . Page 5. TYPES OF EVENTS OR PROJECTS - Add a new category: Tourism businesses or organizations may apply for marketing assistance in printing a brochure that highlights more than one tourism business such as a group of art galleries or a shopping or dining district. 3 November 22,2010 . Page 8. STATUS REPORTS -Interim reports will be required each quarter the grant agreement is in place. Final reports are due with the final Request for Reimbursement and no later than September 30 (which is the close of the County fiscal year.) . Page 9. Funding Categorv Guidelines -Item III - Marketing Assistance- Add the words, "highlighting more than one tourism business." . Page 11. Review Repeat Funding Guidelines for possible changes - Clarify the funding after 4 years. Discussion occurred on "Repeat Funding Requests" shown on page 11. The Council determined funding for an event after the 4th year shall not be allowed. The requests for funding be linked to a specific activity, and an organization may apply for funding additional activities. This restriction would also apply to Category C-2 grants. Mr. Hendel moved to recommend the Funding Guidelines proposed by Staff and the Council be adopted. Second by Mr. Hill. Carried unanimously 8-0. Jack Wert provided the following recommendations for the guidelines for Category C-2 grants. . Page 5. Status Reports - Interim status report is due each quarter that the agreement is in effect. Final status report is due with the final Request for Reimbursement and no later than September 30 which is the end of the County's fiscal year. . Page 7. Review guidelines for repeat funding for possible changes - Review and make recommendations for funding after 4 years. . Page 9. Non-Allowable Uses - Add capital or infrastructure projects. Mr. Medwedeff moved to recommend the Funding Guidelines for C-2 Grants proposed by Staff and the Council (The requests for funding be linked to a specific activity, and an organization may apply for funding additional activities) be adopted. Second by Mr. Hill. Carried unanimously 8-0. 1t was noted the Galisano Children's Museum of Naples and Cambier Park should be added to the "Visitor Questionnaire." Robin DeMattia, Robin DeMattia Consulting, Inc. addressed the Council and requested them to consider repeat funding (after 4 years) of events that are free of charge. 3. Wiggins Pass Navigation Improvements Completion Gary McAlpin presented the Executive Summary "Recommendation for the TDC to approve award of Contract #10-5572for Wiggins Pass Permitting, Modeling & 1nlet Management Plan to Coastal Planning & Engineering, 1nc. (CPE) as outlined in the attached CP&E proposal for time and material not to exceed $177,489" dated November 25, 2010 for consideration. 4 November 22,2010 The work is consistent with the recommendations of the Coastal Advisory Committee and the Wiggins Pass Subcommittee. The dissenting vote on the Coastal Advisory Committee recommendation was due to a possible purchasing concern, not the project. Mr. Sorey moved to recommend approval (to the Board of County Commissioners, Contract #10-5572 for Wiggins Pass Permitting, Modeling & Inlet Management Plan to Coastal Planning & Engineering, Inc. (CPE) as outlined in the attached CP&E proposal for time and material not to exceed $177,489). Second by Mr. Hendel. Carried unanimously 8-0. 4. Work Order FY 2012-13 Renourishment Studies Gary McAlpin presented the Executive Summary "Recommendation for the TDC to approve Work Order under Contract #09-5262 to evaluate conceptual design and modeling of alternatives as outlined in the attached CP&E proposal dated October 8,2010 not to exceed $147,602" dated November 25, 2010 for consideration. Mr. Sorey moved to recommend approval (to the Board of County Commissioners, Contract #09-5262 to evaluate conceptual design and modeling of alternatives as outlined in the attached CP&E proposal dated October 8, 2010 not to exceed $147,602). Second by Ms. Becker. Carried unanimously 8- O. Gary McAlpin provided the following updates: Wiggins Pass - It is anticipated the permit for maintenance dredging will be issued by the Florida Department of Environmental Protection (FDEP) in December 2010. This permit will be for a 5 year term and "insurance" until the long term solution to stabilizing the pass is approved by the FDEP. The dredging of the Pass and related re-nourishment of Barefoot Beach is expected to be completed before May 1,2011. Dr. 's Pass Erosion "Hot Spots" - The permit to re-nourish the area is expected to be issued within the next 2 months. Dr.'s Pass Jettv - The work is expected to be completed by May of2011. VII. Old Business 1. FY 11 Strategic Plan (continued from 10/25/10 TDC meeting) Jack Wert presented the Executive Summary "Review and recommend approval of the Fiscal Year 2011 Strategic Plan for the Naples Marco Island. Everglades Convention & Visitors Bureau (CVB)" dated November 25,2010 for consideration. He noted the item was continued from the last meeting and the changes recommended by the Council have been incorporated into the Plan. Input from the Collier County Lodging and Tourism Alliance and other stakeholders has also been incorporated into the plan. Under Council discussion the following was noted: 5 November 22,2010 . The estimated $20 Return on Investment for each marketing dollar spent may be overestimated as the Hoteliers also fund advertising separately and have an impact on the statistic. . To provide a more accurate statistic, the measure ofROl's may want to be linked to new marketing strategies implemented by staff. . Under "Weaknesses" on Page 5, consideration should be given to developing an action plan to address "Some continued misunderstanding of the positive impacts of visitors on our community and economy." . A joint effort with Visit Florida will explore opportunities within the South American (primarily Brazil) tourist market. . The 2011 Marketing Pan pie chart for "Group Marketing" should be individually detailed (currently combined as "Group/Sports Marketing Allocations"). Break-10:33am Reconvened - JO:42am Jack Wert, Tourism Director, Katie Varano and Dave DiMaggio of Paradise Advertising presented a slideshow on the strategic plan and past marketing efforts. Mr. Medwedeffmoved to recommend approval (to the Board of County Commissioners, the Fiscal Year 2011 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB)). Second by Ms. Becker. Carried unanimously 8-0. VIII. Staff Report Presentations 1. Section I - Marketing Partners a. Tax Collections - Jack Wert b. Paradise Advertising - Katie Varano 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 a. Director Report - Jack Wert b. Sales Manager Report - Jack Wert c. P.R. Manager Report - Jack Wert c. Film Coordinator Report - Jack Wert d. Sports Marketing Report - Jack Wert e. International Representatives Report - Jack Wert f. Visitors Center Report - Jack Wert 1t was noted the Greater Naples Chamber of Commerce will be combing the two Visitor's Centers to one Visitor's Center to be located in downtown Naples. 6 November 22,2010 IX. Detailed Staff Reports Submitted X. Announcements None XI. Audience Input & Discussion None XII. Council Discussion Mr. Hendel noted Commissioner Coyle's term on the Tourist Development Council is expiring and recognized his service to the Council. XIII. Next Scheduled Meeting Date/Location - January 24, 2011 - 9:00 a.m. Collier County Government Center, Administration BLDG. F, 3rd 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 11 :30 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Murray H. Hendel, Vice Chairman These minutes approved by the Board/Committee on as presented or as amended 7