TDC Minutes 09/26/2011 R September 26, 2011
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
JA-0_ Nningl
Naples, Florida, September 26, 2011
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 (Excused)
Jerry Gibson
Fiala 1 Clark Hill
Hiller Rick Medwedeff
Henning -7 11" Robert Miller
Coyle ✓
Colette 7c- Ed (Ski) Olesky
John Sorey III
Misc. Corres:
Date: c) I 1 12
Item#:J LQ 2-141 Co
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
Ron Jamro, Executive Director, Collier County Museums
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September 26, 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 9:03 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. Olesky moved to approve the Agenda subject to the following changes:
• Item 7d & 7e to be heard before Item 7a.
Second by Mr. Sorey. Carried unanimously 8- 0.
5. Approval of TDC Minutes
a. Regular Meeting September 6,2011
Mr. Sorey moved to approve the minutes of the September 6, 2011 Meeting.
Second by Mr. Hendel. Carried unanimously 8- 0.
6. Presentations/Public comment—(10 min)
None
7. Old Business
d. County Museum Funding Report—Continued from 9-6-11 Meeting
Ron Jamro, Executive Director, Collier County Museums provided a report on the
funding of operations of State of Florida, County owned and operated museums.
Mr. Sorey moved to continue the item to the October Meeting and requested that staff:
1. Provide data on how Florida counties with museums, that are owned and operated by
those county(s),fund operations, including the source of funding in a spreadsheet(or
similar schedule)format and backup data as necessary.
2. Provide a business plan on how the department would fund operations (and operate)
were it absent of Tourist Development Tax revenue funding.
3. Provide an analysis on the revenue generated by Friends of Museum including
distribution of the funds received.
Second by Mr. Olesky. Carried unanimously 8—0.
Speaker
Patricia Huff, Friends of the Museum,Everglades City
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September 26, 2011
e. Quarterly Financial Review of TDC Funds—Continued from 9-6-11 Meeting
Jack Wert, Tourism Director provided the Executive Summary: "Q3 Fiscal Year 11
Tourist Tax Financial Review" and "FY11 TDC Budget Report by Fund—3rd Quarter
(cumulative) October 1, 2010 thru June 30, 2011"dated September 25, 2011, for
informational purposes.
The Council recommended future reports be revised to provide data in quarterly periods
as well as gear to date'
The Council determined they would hear Item 7f before Item 7a.
f. 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, and(2) incorporating provisions of
Section 125.0104(5) (A) 1, Fla. Stat., relating to the use of Category "C"funds for museums"
dated September 26, 2011.
Mr. Sorey moved to recommend the Board of County Commissioners approve proposed
Amendment#1 subject to the following language:
4.Administrative Costs
a. Tourism Promotion Administrative Costs shall not exceed 32% of the total
amount collected each fiscal year for Category `B"revenue and shall be
financed solely from the 23.236% of the two percent tam"
b. Project Management,Indirect Overhead, and Program Administration in
support of Fund 195(Beaches) and Fund 183 (Beach Park Facilities)shall not
exceed 15% of Category "A"Tourist Tax revenues. These charges to be split
75% to Fund 195 (Beaches) and 25% to Fund 183 (Beach Park Facilities).
Mr. Sorey withdrew the motion.
Commissioner Hiller moved to continue the item. Second by Mr. Hill Carried
unanimously 8—0.
Break: 10:16 a.m.
Reconvened: 10:30 a.m.
a. Coastal Zone Management Responses to 6-27-11 TDC Requests—Continued from the
9-6-11 Meeting
Gary McAlpin,Director,Coastal Zone Management provided the Executive Summary:
"Follow-up items to the TDC Meeting of June 27, 2011"dated September 26, 2011 and
related backup material. The following items were addressed:
-Vanderbilt Beach Restroom Expansion Backup Material
The backup included copies of permits issued or in process for construction of the
proposed Vanderbilt Beach restroom facility.
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September 26, 2011
Commissioner Hiller moved for staff to place an item on a future agenda for review
by the Council on the project's potential negative environmental impacts on the
critically eroded beach and conformance with the Land Development Code. The
review to ensure the proposed project does not create negative environmental impacts
requiring unnecessary additional expenditures of Tourist Development Tax funds.
Second by Mr. Medwedeff. Motion carried 5 "yes"—3 "no'. Mr. Olesky,Mr.
Hendel and Mr. Sorey voted "no."
Mr. Sorey moved that the Council's review be restricted to areas having potential
financial impacts on funds within the purview of the Tourist Development Council
(TDC)per the Ordinance governing the TDC. Second by Mr. Hendel. Motion failed
4 "yes"—4 "no". Mr. Miller,Mr. Medwedeff, Commissioner Hiller and Mr. Hill
voted "no."
-Overview of Beach Parking Collection/Expenditures
The data outlined the amount of revenue from parking passes and the parking garage.
Commissioner Hiller moved to request that staff provide an analysis on revenue and
expenditures associated with the collection of beach parking fees. The analysis
should include revenue for parking passes versus the parking garage. Second by Mr.
Hendel. Carried unanimously 8—0.
Gary McAlpin provided informational updates on the following items:
-Fund 183 Administration Expenditure Analysis
-FEMA Reimbursement Quarterly Update
- TDC Expenditure by Jurisdiction
-Gulfshore Property Acquisition Report
b. Fund 183 Project Report
Gary McAlpin,Director,Coastal Zone Management provided the document"CZM 183
Fund updated 8/11/11" for review.
Commissioner Hiller moved to recommend the Board of County Commissioners amend
the FY12 Budget and re-assign line items (for Fund 183) 88027—Gulf Shore Property
Purchase($2,304,300) and 88029—Gulf Shore Property Improvements ($1,000,000) to
Reserves until the Council identifies projects that qualms for funding. Second by Mr.
Hendel. Motion carried 7 "yes"-1 "no'. Mr. Olesky voted "no'
It was noted, the status of the remaining line items in Fund 183 will be reviewed at the next
TDC Meeting.
c. Status Report on Fund 183 Transfer—Moraya Bay
None
8. New Business
The Council determined they would hear Item 8b &8c before Item 8a.
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September 26, 2011
b. Emergency Dredging of Collier Bay Entrance Channel
Gary McAlpin,Director, Coastal Zone Management provided the Executive Summary:
"Recommendation to award Bid No.11-5763 to Energy Resources, Inc. in the amount of
$262,000 for the emergency dredging of Collier Bay entrance channel and authorize the
Chairman to execute the standard contract after County Attorney approval"dated
September 26, 2011 for consideration.
Mr. Sorey moved to recommend the Board of County Commissioners award Bid No.11-
5763 to Energy Resources,Inc. in the amount of$262,000 for the emergency dredging of
Collier Bay entrance channel and authorize the Chairman to execute the standard
contract after County Attorney approval. The recommendation is based on the finding
the TDC recognizes the project promotes tourism within the region. Second by Mr.
Hendel. Carried unanimously 8—0.
c. Collier Creek Dredging Project
Gary McAlpin,Director, Coastal Zone Management provided the Executive Summary;
"Recommendation to award an $18,650 Work Order to Coastal Engineering Consultants
for construction support and project certification for the Collier Bay dredging project"
dated September 26, 2011 for consideration.
Mr. Hendel moved to recommend the Board of County Commissioners award an $18,650
Work Order to Coastal Engineering Consultants for construction support and project
certification for the Collier Bay dredging project". Second by Mr. Sorey. Carried
unanimously 8—0.
a. Proposed Study to Identify New Marketing Funding Sources
Mr.Medwedeff moved to appoint Murray Hendel to the TDC's Subcommittee,studying
TDC funding and to incorporate a review on ramification of increasing the Tourist Tax
rate into the Subcommittee's area of study. Second by Mr. Hill
Speakers
Steve McIntyre, Collier County Lodging and Tourism Alliance
Submitted a letter to the TDC dated September 21, 2011, recommending the reassignment
of$2.5M from Fund 183 (Beach Park Facilities) to Marketing
Brian Pease, representing Small Business Hospitality
Motion carried unanimously 8—0.
Mr. Hendel moved to request that staff
1. Prepare a Marketing Plan, incorporating additional spending increments of$1.0M,
$1.SM and$2.0M respectively, in FY12 for the purpose of promoting tourism in the
region.
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September 26, 2011
2. Provide an explanation and update on the "carry forward"balance of$500,000
intended to be used for future Group Sales Marketing in the area of"hotel
promotions/incentives".
3. Provide an opinion and any other necessary documentation required for Tourist
Development Council(TDC) action, that to transfer funds from Fund 183 to the
Marketing and Promotions accounts is legally allowed and may be recommended
by the TDC.
Second by Mr. Gibson. Carried unanimously 8—0. •
Break: 12:10 p.m.
Reconvened: 12:15 p.m.
9. Marketing Partner Reports—Continued
Jack Wert provided a slideshow titled"Marketing Partner Reports—September 26, 2011"
which included the following reports:
a. Tax Collections—Jack Wert
"Tourist Tax Collection—Collier County Tax Collector"
b. Paradise Advertising—Lee Goddard
"Advertising Report Paradise Advertising and Marketing, Inc. — TDC, September 26, 2011"
c. Research Data Services—Jack Wert
"Collier County Tourism Research, August 2011 —Research Data Services, Inc. "
The Subcommittee requested staff to provide visitation data for Canadians travelling to
Florida and an updated forecast on European visits to the area.
d. Miles Media-Website Activity—Jack Wert
"Website—Miles Media Group"
e. Sales and Marketing Technology-Search Engine Optimization -Jack Wert
"Search Engine Services—Sales and Marketing Technologies, Inc. "
f. Phase V-Fulfillment Services—Jack Wert
"Fulfillment Services—Phase IV"
10. Tourism Staff Reports—Continued
Jack Wert provided the following staff reports:
a. Director
b. Sales and Marketing
c. Public Relations and Communications
d. Film Office
e. Sports Marketing
f. International Representatives
g. Visitor Centers
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September 26, 2011
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
Commissioner Hiller requested staff to submit the Subcommittee draft report to the members
of the Subcommittee(excluding Mr. Murray who was assigned to the Subcommittee to assist
in completing the new task of studying the feasibility of increasing the tourist tax rate).
13. Next Scheduled Meeting Date/Location—October 24,2011 —9:00 a.m. Collier County
Government Center,Administration BLDG. F,3rd Floor,3299 Tamiami Trail East,
Naples,Florida 34112
*****
There being no further business for the good of the County,the meeting was adjourned
by order of the Chair at 1:00 P.M.
COLLIER COUNTY I URIST
DEV., OPMENT C UNCIL
I
Co ktr mi.±r Georgia Hiller,Chairman
These minutes approved by the Board/Committee on
as presented or as amended
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