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TDC Minutes 02/28/2011 RFebruary 28, 2011 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, February 28, 2011 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 Georgia Hiller Vice Chairman: Murray H. Hendel Susan Becker Jerry Gibson Fiala Hiller Clark Hill Henning Rick Medwedeff Coyle Robert Miller Coletta Ed (Ski) Olesky John Sorey III RECEIVED FEB 2 2 2012 Board of County Commissioners ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Colleen Greene, Assistant County Attorney Misc. Corres: Kelly Green, Tourist Development Tax Coordinator Date: `1 t I a l t 2 Item #:t UZ'? --��'JS Copies to: 1 February 28, 2011 1. Call to Order — Chairman Hiller Commissioner Hiller called the meeting to order at 9:02 A.M. 2. Pledge of Allegiance Pledge of Allegiance was recited. 3. Roll Call A quorum was established. 4. Changes and Approval of Agenda Jack Wert noted: • The Executive Summary for Item #6.a has been revised. • There are two additional attachments for Item #7.a • He submitted a copy of the most recent "Smith Travel Research Report." Commissioner Hiller moved to approve the Agenda subject to the following change: • Item #7.a to be heard as Item #6.c and deletion of the term "Informational Only." Second by Mr. Hill. Carried unanimously 9 — 0 5. Approval of TDC Minutes a. Regular Meeting January 24, 2011 Ms. Becker moved to approve the minutes of the January 24, 2011 meeting. Second by Mr. Hill. Commissioner Hiller reviewed the minutes and requested: • The County Attorney check on the status on the Doctors Pass North Jetty Rehabilitation Contract ( #11 -5634) and report back to her. • Under item VI.5, "Immediate Use of Emergency Advertising Funds from Ordinance Amendment" - The County Attorney's office verify the TDC ordinance was amended as necessary to allow the immediate use of funds that may have been made available by reducing the Emergency Advertising Funds ceiling (Fund 196). Carried unanimously 9 -0. 6. New Business a. Easement Agreement Form Gary McAlpin, Director, Coastal Zone Management presented the Executive Summary "Recommendation for the Tourist Development Council (TDC) to approve a form easement agreement for use between Collier County and the beachfront property owners requiring the property owners to provide public beach access in exchange for major beach renourishment, vegetation planting and dune restoration to the subject property" dated February 28, 2011 and document "Easement and Agreement for Beach Renourishment, Planting, Dune Restoration, and Public Beach Access" for consideration. He noted: • On May 11, 2010 the Board of County Commissioners directed staff to propose a "public access easement" to allow the public to access private beach property in instances where public funds are expended for private beach renourishment. • Currently, private property owners may restrict public access to these areas. 2 February 28, 2011 • Previous projects for renourishing beach areas on private lands have been subject to easements for construction equipment access and placement of sand, not public access. • The Coastal Advisory Committee (CAC) has agreed to the concept. • The proposed easement is for the County Beaches, City of Naples Beaches and Marco Island Beaches, in areas where public funds are expended for renourishment. • The proposed easement would be "perpetual." • Under the proposal, if the private property owner does not agree to the easement, the County will not expend the funds for renourishment on their property. • One concern is if the easement is not executed, and the private beach area is not renourished, it may compromise other renourished beach areas. • Another concern is obtaining the necessary environmental permits for renourishment may be difficult should the private areas not be proposed for renourishment. • Staff is seeking direction from the TDC. Mr. Sorey, Chairman of the CAC, expressed concern on the viability of obtaining the easement, especially with it being in perpetuity, as even construction easements are difficult and time consuming to obtain. He recommended the County consider providing a term limit (i.e. 20 years) for the easement. In addition, the CAC recommended the easement be voided should the funding for renourishment be terminated. Commissioner Hiller expressed concern that the easement is "overreaching," and the City of Marco Island and the City of Naples have not approved the document. Commissioner Hiller moved (to recommend the Board of County Commissioners) to not approve the agreement. Second by Mr. Medwedeff. Carried unanimously 9 — 0. Gary McAlpin clarified the easement will be brought forward to the Board of County Commissioners, staff will inform them of the TDC recommendation and request direction from the Board of County Commissioners. b. TDC Board Member Nomination Recommendations Jack Wert presented the Executive Summary "Tourist Development Council (TDC) Appointment Recommendations for Pending Vacancies" dated February 28, 2011. He noted there are two Tourist Development Council terms scheduled to expire (Robert Miller and Clark Hill). Mr. Miller and Joel Kessler have applied to fill the pending vacancy for the "Non Owner /Operator, non -tax collecting" seat and Mr. Hill has applied for the "Owner- Operator collector" seat. Commissioner Hiller moved to recommend the Board of County Commissioners appoint Robert Miller and Clark Hill to the Tourist Development Council. Second by Mr. Medwedeff. Carried unanimously 9 -0. c. FY 11 Q1 Financial Review It was noted that the item was revised on the agenda to an "action item." N February 28, 2011 Colleen Green, Assistant County Attorney stated, in her opinion, even though the item was listed on the agenda as "information only," ample public notice has been provided to allow "action" on the item. It was noted Crystal Kinzel, Director of Finance and Derek Johnssen, Chief Accountant, Clerk of Courts were present. Jack Wert presented the Executive Summary "QI Fiscal Year I1 Financial Review" dated February 28, 2011. He provided an overview of the fund balances. Under Council member discussion, the following was noted: • Consideration be given to providing the financial data presented to the CAC regarding the current status of Fund 195 and 183 (current fund balances and proposed and existing expenditures for the current fiscal year on each capital project.) • Staff to provide an update on Fund 195 - "Personal Services" expenditures. • Under Fund 194 - Group Advertising, expenditures be separately accounted for, including a report on the "Return on Investment." Discussion occurred on the circumstances of the approval of the Collier County Freedom Memorial Grant. Colleen Greene, Assistant County Attorney reviewed an April 5, 2008 County Attorney memo which outlined the circumstances under which the grant could be approved. Jack Wert noted, at the time, the TDC and BCC recognized the Freedom Memorial as a "Non- County Museum, " eligible for grant funding. Commissioner Hiller: • Requested the County Attorney and Finance Department to research the history of the Freedom Memorial Fund Grant, including the group's organizational structure. She expressed concern that the original application submitted to the TDC may not have contained accurate information. If the grant was awarded inappropriately, the funds should be returned to the county. • Requested Coastal Zone Management staff, provide an update on the status of the FEMA reimbursement funds for county beach repairs as a result of hurricane damage. This item to be placed on the next agenda. Commissioner Hiller moved to approve the "Q1 Fiscal Year 11 Financial Review" presented by Staff subject to the following: 1. Under Fund 184,- Marketing and Promotion, the data reflect the Marketing Expenses dedicated to "Group Sales Marketing" and, the $500,000 of Emergency Funds allocated to Group Marketing be separately identified and Staff provides quarterly subsidiaries on how the funds were expended and a Return on Investment report on the expenditures. 2. The County Attorney and Finance Department provide an explanation on how the (TDC) funds were disbursed with respect to the Freedom Memorial Fund and the 4 February 28, 2011 Marco Museum, to ensure the disbursements were legally compliant and if not, to recommend how the funds would be reimbursed and reallocated to Non -County Owned Museums. 3. Fund 195 and 183 — the data be revised to reflect the current balance/budgets and a subsidiary be provided with respect to the budgets for the projects approved and the amounts to be expended. The TDC to receive the same information provided to the CAC for these budgets. Second by Mr. Medwedeff. Motion failed 3 "yes" — 6 "no." Mr. Miller, Mr. Sorey, Mr. Hen del, Mr. Gibson, Ms. Becker and Mr. Olesky voted "no." Mr. Sorey moved to approve the "Q] Fiscal Year 11 Financial Review " presented by Staff subject to the following: 1. Under Fund 184,- Marketing and Promotion, the data reflect the Marketing Expenses dedicated to "Group Sales Marketing" and; the $500,000 of Emergency Funds allocated to Group Marketing be separately identified and Staff provides quarterly subsidiaries on how the funds were expended and a Return on Investment Report on the funds expended. 3. Fund 195 and 183 — the data be revised to reflect the current balance/budgets and a subsidiary be provided with respect to the budgets for the projects approved and the amounts to be expended The TDC receive the same information provided to the CACfor these budgets. Second by Mr. Hendel. Motion carried 8 `des" — I "no. " Commissioner Hiller voted "no." Break: 10:24 am Reconvened: 10:35 am 7. Old Business None 8. Marketing Partner Reports 1. Section I — Marketing Partners a. Tax Collections — Jack Wert Jack Wert provided an overview of the Tourist Tax Collection Report. Commissioner Hiller moved to approve the Report ( "Tourist Tax Collections — Collier County Tax Collector" dated February 28, 2011) as presented. Second by Mr. Hill. Carried unanimously 9 — 0. b. Paradise Advertising Cedar Hames, Lee Goddard and Kara Schawk of Paradise Advertising provided an overview of the "Advertising Report" dated February 28, 2011 on the existing and proposed marketing campaigns, including online, print and television media. 5 February 28, 2011 Commissioner Hiller expressed concern on the coverage dedicated to Collier County/Naples by "Conde Nast Traveler" magazine. It did not mention Collier County or Naples. She provided copies of the following online articles published February 11, 2011 on www.concierge.com: • "Florida Now: "The Comfort of Strangers " • "Florida Now: "See and Be Seen " • "Florida Now: • "Florida Now • "Florida Now: "Bal Boutique Bliss "Best of the West" "Orlando Blooms " • "Florida Now: "Miami's Water Music" • "Florida Now: "Battle of the Beaches " • "Florida Now: "The Shell Game " • "Florida Now: "Your Own Private(ish) Islands" • "Florida Now: "South Beach, Islands for Everyone, the Forgotten Coast" Paradise Advertising staff reported, due to other issues, the magazine is providing free publicity in an upcoming issue. Discussion occurred on whether the allocation of funds within the marketing and promotion budget should be reviewed to ensure they are providing the best return on investment. Commissioner Hiller moved for the Tourist Development Council to form a Subcommittee to review the allocations by category (Group Sales, Winter Campaign, Summer Campaign, etc.) of the Marketing and Promotion Fund. The following members to be appointed to the Subcommittee: Commissioner Hiller, Robert Miller, Jerry Gibson, Rick Medwedeff, and Clark Hill. Second by Mr. Hill. Carried unanimously 9 — 0. It was noted the subcommittee will report back to the full committee at the April meeting with a preliminary assessment. c. Research Data Services — Dr. Walter Klages Dr. Klages presented the "Collier County Tourism Research — January 2011 " Report, including the "Smith Travel Research Report" January 2011. He noted he will supply interview data on what influences travelers to choose the area as their destination at the next meeting. In addition, a copy of the year -end Smith Travel Research Report will be provided for information purposes. Commissioner Hiller moved to approve the Report ( "Collier County Tourism Research — January 2011 "prepared by Research Data Services, Inc. dated February 28, 2011) as presented. Second by Mr. Gibson. Carried unanimously 9 — 0. d. Miles Media - Website Activity — Jack Wert C February 28, 2011 e. Sales and Marketing Technology- Search Engine Optimization - Jack Wert L Phase V - Fulfillment Services — Jack Wert Commissioner Hiller moved to approve the Reports submitted for items 8.d.ef. ( "Web Site — Miles Media Group; Search Engine Services, " - "Sales & Marketing Technologies, Inc., " - "Fulfillment Services dated February 28, 2011'9 with the condition that future reports include an analytical summary representing material deviations. Second by Mr. Medwedeff. Carried unanimously 9 — 0. 9. Tourism Staff Reports Mr. Hendel left the meeting at 11:56 am Staff provided and /or submitted the following reports by department: a. Director — Jack Wert b. Sales and Marketing — Debi DeBendetto c. Public Relations and Communications — JoNell Modys d. Film Office — Maggie McCarty e. Sports Marketing — Nicole Curran Mr. Sorey left the meeting at 12:01 pm L International Representatives — Jack Wert g. Visitor Centers — Nancy Kearns Commissioner Hiller moved to approve Items #9a — #9g as presented with exhibits. Second by Mr. Olesky. Carried unanimously 7 — 0. 10. Audience Discussion None. 11. Council Member Discussion None 12. Detailed Staff Reports Mr. Hill moved to approve the "Detailed Staff Reports" as submitted and publicly available (online). Second by Mr. Olesky. Carried unanimously 7 -0. 13. Next Scheduled Meeting Date/Location — March 28, 2011— 9:00 a.m. Collier County Government Center, Administration BLDG. F, 3rd Floor, 3301 East Tamiami Trail, Naples, Florida 34112 Commissioner Hiller moved for the next meeting of the Tourist Development Council to be held on March 28, 2011 at 9: 00am. Second by Mr. Medwedeff. Carried unanimously 7— 0. 7 February 28, 2011 There being no further business for the good of the County, the meeting was adjourned by order of the chair at 12:10 P.M. COLLIER COUNTY TOURIST DF^LOPMENT )COUNCIL Georgia Hiller, Chairman These minutes approved by the Board /Committee on as presented or as amended 8