Loading...
TDC Minutes 09/06/2011 R September 6, 2011 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING 1001gUinglii Naples, Florida, September 6, 2011 1 i 1 i BY: LET IT BE REMEMBERED, 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 Clark Hill Hiller <Henning Rick Medwedeff -�'-� Coyle ✓ Robert Miller Colette Ed (Ski) Olesky John Sorey III Misc.Corres: Date: cl t t 12 Item#: t 1�Z2 t lQ Copies to: ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Colleen Greene, Assistant County Attorney Kelly Green, Tourist Tax Coordinator Crystal Kinzel, Clerk of Courts Finance Department 1 September 6, 2011 Any persons in need of the verbatim record of the meeting may request a copy of the video recording from the Collier County Communications and Customer Relations Department or view online. 1. Call to Order—Commissioner Hiller Commissioner Hiller called the meeting to order at 9:00 A.M. 2. Pledge of Allegiance Pledge of Allegiance was recited. 3. Roll Call A quorum was established. 4. Changes and Approval of Agenda Mr. Sorey moved to approve the Agenda subject to the following changes: • Item#7.e to be heard as Item #7.a. with the remaining items re-lettered accordingly. • Continuation of Item#8.c—County Museum Funding Report Second by Mr. Medwedeff. Carried unanimously 9-0. Jack Wert, Tourism Director reported the following additions to the meeting packet: • "Changes in Tourism Agreements " • "Smith Travel Research Data, Inc. Report" • "FY 11 TDC Budget Report by Fund—3rd Quarter (Cumulative) —October 1, 2010 Thru June 30, 2011" • "Summary—All TDC Funds Thru 3rd Qtr FY 2011" • 2 emails from tourism industry—marketing funding The Council requested Staff to place an item on the next meeting agenda for consideration of appointing a Tourist Development Committee (TDC)Subcommittee to study the issue of raising the Tourist Tax rate. Mr. Hendel to coordinate the content of the item with Mr. Wert. The Council determined to add 1 hour to the meeting schedule beginning with the next meeting. 5. Approval of TDC Minutes a. Regular Meeting July 21,2011 Mr. Hendel moved to approve the minutes of the July 21, 2011 meeting subject to the following change: • Page 1, headsheet—line 3 from 9:00 A.M. to 10:00 A.M. Second by Ms. Becker. Carried unanimously 9-0. The Council directed Staff to prepare a report for the next meeting agenda on the status of the Moraya Bay Development Agreement for providing funds to the County. 2 September 6,2011 6. Presentations/Public comment—(10 min) None 7. New Business a. FY 12 Tourism Strategic Plan Jack Wert presented the Executive Summary"Review and make recommendation to the Board of County Commissioners to approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB)" dated September 6, 2011. He presented a slideshow outlining the"Strategic Marketing Plan—2011-2012." Speaker Jim Gibson,Director of Marketing, Seminole Casino—Immokalee. Steve McIntyre, Collier County Lodging and Tourism Alliance. The Council recommended the following changes/additions: • Page 6—Brand Enhancement—recognition, based upon visitor responses, Beaches are the#1 attribute of the area. • Page 8, #9—Revise the text to convey the concept it is certain areas of the County where there is a challenge (as opposed to the entire County). • Page 10, Weaknesses—Deletion of#6 • Page 11, Threats, #6—removal/revision of text identifying affordable housing as a current challenge. • Page 14, Political Factors Influencing the Travel Market, bullet point 2— revise language to ensure there is not a perception set forth that the County is not in favor of enforcing immigration laws. • Identify intent to meet with hospital industry representatives for the purpose of increasing the opportunities associated with medical tourism. including "co-op"opportunities. • Any acronyms in the Plan should be identified. • Identifying the Convention and Visitors Bureau(CVB)publications currently available and any plans for their changes (formats, coop opportunities, etc.). Commissioner Hiller moved to (recommend the Board of County Commissioners) approve the "Strategic Marketing Plan 2011—2012"subject to: 1. The recommendations listed above. 2. Incorporation of the budget information on the Canadian,Eco and Sports Tourism marketing in total to determine if there is any means to re-allocate or increase the funding in these areas if it is found to be inadequate. 3. Review the future ongoing projects identified in the Plan to determine if they can be funded. 4. Incorporating additional Subcommittee recommendations as the Board wishes over the course of the next year. Second by Ms. Becker. Carried unanimously 9—0. Break: 10:40 a.m. Reconvened: 10:50 a.m. 3 September 6, 2011 Ms. Becker did not return b. Proposed TDC Ordinance Amendment Colleen Greene,Assistant County Attorney presented the Executive Summary "Recommendation to approve and authorize Staff to advertise proposed amendments to the Tourist Development Tax Ordinance No. 92-60, as amended. Amendments include (1) delineating the allocation of administrative costs in support of Fund 194 Tourism Promotion, Fund 195 Beaches, and Fund 183 Beach Park Facilities, (2) incorporating into the ordinance the Category "A"Funding Policy approved by the Board of County Commissioners, and directing that the Funding Policy be included in the Collier County Administrative Code, (3) incorporating provisions of Section 125.0104(5)(A)1, Fla. Stat., relating to the use of Category "C"funds for museums, and(4) removing expired provisions pertaining to the use of certain revenues for tourism destination marketing" dated September 6, 2011. Colleen Greene stated with respect to Proposed Amendment#3, Category C, Page 3 of 6 of the Ordinance,Line 2-3 -the current language will remain as is - ("...operated museums or museums that are...") Speaker Steve McIntyre,Collier County Tourism and Lodging Association Mr. Hendel moved to recommend the Board of County Commissioners approve the 4 amendments proposed subject to the following changes: 1. Page 2 of 6 of the Ordinance, Category B line 2-3, -delete the language "with an emphasis on off season visitors" 2. Page 3 of 6 of the Ordinance paragraph 4,Subcategory C(2) to read "All other statutorily qualified museums: 4.764%." Second by Mr. Sorey. Motion failed 3 "yes"—5 "no." Mr. Hill,Mr. Medwedeff,Mr. Olesky,Mr. Gibson and Commissioner Hiller voted "no." Proposed Amendment#1 Mr. Sorey moved to recommend the Board of County Commissioners approve the proposed Amendment subject to the following: 1. Ordinance Section, 4.b"Administrative costs,"line 2/3 to read"... shall not exceedl5%of Category"A" Tourist Tax revenues." Second by Mr. Hill Carried unanimously 8—0. Proposed Amendment#2 Mr. Medwedeff moved to continue consideration of proposed Amendment following a review by the County Clerk's Office and the County Attorney's Office for Statutory compliance. Second by Commissioner Hiller. Motion carried 7"yes"—1 "no." Mr. Hendel voted "no." Proposed Amendment#3 4 September 6, 2011 Mr. Medwedeff moved to continue consideration of the proposed Amendment until the broader Ordinance changes regarding funding options have been considered. Second by Mr. Hill. Motion carried 5 "yes"—3 "no." Mr. Sorey,Mr. Hendel and Mr. Olesky voted "no." Proposed Amendment#4 Commissioner Hiller moved to not approve Staff's recommendation to amend the Ordinance as proposed. Second by Mr. Medwedeff. Motion carried 6 `yes"—2 "no." Mr. Hendel and Mr. Sorey voted "no." c. Friends of Rookery Bay,Inc. FY 11 Grant Funding Status and Amendment Jack Wert presented the Executive Summary"Recommendation to approve Amendment #2 to the Friends of Rookery Bay, Inc. FY 11 Tourist Development Tax Grant Agreement to extend the agreement until January 31, 2012, change the current funding source from Category C-2 to Tourism Promotion Fund 184 as a Category B marketing grant, clarify reimbursement requirements in the agreement, and waive the $25,000 funding limit and 80%second request guidelines in the Category B grant application for FY 11 and FY 12" dated September 6, 2011. Speaker Clay Brooker,Friends of Rookery Bay Brian Holley,Naples Botanical Gardens Commissioner Hiller moved to recommend the Board of County Commissioners approve the Proposed Amendment to the Friends of Rookery Bay,Inc. FY 11 Tourist Development Tax Agreement subject to the following changes: 1. Section 2—Payment(a), line 8—9 from "...printed materials and proofs of TV ads..."to "...printed material or proofs of TV ads..." 2. Section 5, (d), line 2—revise language to cite other exhibits deemed sufficient to satisfy the requirement of the Section. 3. Add an additional sentence in Section 2,Payments— "Should these documents be unavailable, the Grantee may submit other legally viable evidence of payment subject to review and approval by the Clerk's Office." Second by Mr. Hill. Carried unanimously 8—0. The Council noted this motion was applicable to Item 7.d and 7.e as well. d. FY 11 TDC Grant Agreement Amendments Jack Wert presented the Executive Summary "Recommendation to approve Amendments to FY 11 Tourist Development Tax Category B and C-2 grant agreements to clarify reimbursement requirements"dated September 6, 2011. Commissioner Hiller moved to recommend the Board of County Commissioners approve the Proposed Amendment to the Friends of Rookery Bay,Inc. FY 11 Tourist Development Tax Agreement subject to the following changes: 5 September 6, 2011 1. Section 2—Payment(a), line 8—9 from "...printed materials and proofs of TV ads..."to "...printed material or proofs of TV ads..." 2. Section 5, (d), line 2—revise language to cite other exhibits deemed sufficient to satisfy the requirement of the Section. 3. Add an additional sentence in Section 2,Payments— "Should these documents be unavailable, the Grantee may submit other legally viable evidence of payment subject to review and approval by the Clerk's Office." Second by Mr. Hill. Carried unanimously 8—0. e. FY 12 TDC Grant Agreements Jack Wert presented the Executive Summary "Recommendation to approve FY 12 Tourism Agreements for Category B Grant Agreements totaling$65,000; Category C-2 Grant Agreements totaling$240,000; and a Tourism Department printing project totaling $24,000 and waive grant application multiple year funding guidelines where appropriate" dated September 6, 2011. Commissioner Hiller moved to recommend the Board of County Commissioners approve the Proposed Amendment to the Friends of Rookery Bay,Inc. FY 11 Tourist Development Tax Agreement subject to the following changes: 1. Section 2—Payment(a), line 8—9 from "...printed materials and proofs of TV ads..."to "...printed material or proofs of TV ads..." 2. Section 5, (d), line 2—revise language to cite other exhibits deemed sufficient to satisfy the requirement of the Section. 3. Add an additional sentence in Section 2,Payments— "Should these documents be unavailable, the Grantee may submit other legally viable evidence of payment subject to review and approval by the Clerk's Office." Second by Mr. Hill. Carried unanimously 8—0. The Council directed Staff to conduct Grant Cycle "update workshops"with the recipients. f. Quarterly Financial Review of TDC Funds Continued g. Service Mark Renewals Jack Wert presented the Executive Summary"Recommendation to authorize staff to prepare and submit Declarations of Continued Use to maintain service mark registrations with the United States Patent& Trademark Office to preserve the County's advertising, logos,phrases and slogans" dated September 6, 2011. Mr. Sorey moved to approve the recommendation. Second by Mr. Medwedeff. Carried unanimously 8—0. 6 September 6, 2011 8. Old Business a. Coastal Zone Management Responses to 6-27-11 TDC Requests -Vanderbilt Beach Restroom Expansion Backup Material - Overview of Beach Parking Collections/Expenditures -Fund 183 Administration Expenditure Analysis -FEMA Reimbursement Quarterly Update -TDC Expenditures by Jurisdiction - Gulfshore Property Acquisition Report Continued b. Fund 183 Project Report Continued c. County Museum Funding Report Continued The Council noted the item should include discussion on the collection of donations by the Friends of the Museum and the previously requested report from the Executive Director of Collier County Museums on Museum funding by Counties. d. TDC Meeting Schedule Jack Wert presented the Executive Summary "Discuss Future TDC Monthly Meeting Dates, Time and Location"dated September 6, 2011. Mr. Sorey moved to hold a Tourist Development Council meeting on September 26, 2011. Second by Mr. Hendel. Carried unanimously 8—0. The Council determined not to consider a Tourist Development Council item in anticipation of it being considered by the Board of County Commissioners the following day. 9. Marketing Partner Reports - Continued a. Tax Collections—Jack Wert b. Paradise Advertising c. Research Data Services—Jack Wert d. Miles Media-Website Activity—Jack Wert e. Sales and Marketing Technology-Search Engine Optimization -Jack Wert f. Phase V- Fulfillment Services—Jack Wert 10. Tourism Staff Reports - Continued a. Director b. Sales and Marketing c. Public Relations and Communications d. Film Office e. Sports Marketing f. International Representatives g. Visitor Centers 7 September 6, 2011 11. Detailed Staff Reports Submitted 12. Council Member Discussion Mr. Gibson requested Staff consider adding the Marco Island Museum to the Visitor Survey. 13. Next Scheduled Meeting Date/Location—September 26,2011 —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 12:20 P.M. COLLIER CO NTY TOURIST DEVELOPM r NT COUNCIL Corn w inner Georgia Hiller,Chairman These minutes approved by the Board/Committee on as presented or as amended 8