TDC Minutes 10/24/2011 R October 24, 2011
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
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Naples, Florida, October 24, 2011
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 Hiller
Vice Chairman: Murray H. Hendel
Fiala 'P `' Susan Becker
Hiller Jerry Gibson
Henning Clark Hill
Coyle
Colette Rick Medwedeff
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Robert Miller
Ed (Ski) Olesky
John Sorey III
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Crystal Kinzel, Clerk's Director of Finance
Ed Finn, Sr. Budget Analyst, OMB
Misc.Corres:
Date: °►\t\ �12
Item#: I La=,2
Copies to:
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October 24, 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—Chairman Hiller
Commissioner Hiller called the meeting to order at 9:00 AM
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 addition:
• Item 8c.—December Meeting Schedule
Second by Mr. Olesky. Carried unanimously 9—0.
5. Approval of TDC Minutes
a. Regular Meeting September 26, 2011
Mr. Hendel moved to approve the minutes of the September 26, 2011 meeting subject to the
following change:
• Page 7. Item 12, line 2—from"...(excluding Mr. Murray who was...)"to "...(excluding
Mr. Hendel who was...)"
Second by Mr. Sorey. Carried unanimously 9—0.
6. Presentations/Public Comment
None
8. New Business (this item was heard before Item 7. Old Business)
c. December Meeting Schedule
Jack Wert, Tourism Director reported there will be a"Roundtable Meeting" on December 7,
2011 at The Inn at 5th which will be noticed for Tourist Development Council attendance.
Commissioner Hiller moved,for Staff to notice the December 7`h meeting as reported by Staff.
In addition, unless warranted, the December regular meeting of the Tourist Development
Council will not be held. If warranted, the meeting will be convened on December 19, 2011.
7. Old Business
Gary McAlpin submitted updates on the following items with backup documents as outlined below:
a. Coastal Zone Management Reports—Continued from 9-06-11 and 9-26-11 TDC
Meetings
i. Vanderbilt Beach Restroom Environmental Impact Report
ii. Fund 183 Project Report
• "CZM 183 Fund Report updated 10/12/11"
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October 24, 2011
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iii. Beach Parking Revenue and Expenditure Analysis
• Memo from Barry Williams,Director, Parks and Recreation—BAW to Jack Wert—
Subject"Request from TDC"with attachments dated October 14, 2011
iv. Moraya Bay Developer Contribution to Fund 183
• Copy of an email string from Gary McAlpin to Kelly Green and others—Subject "FW:
Continued items for 10-24 TDC meeting"dated October 19, 2011.
The Council requested Staff to:
1. Confirm any funds (Line Item #80058) associated with the Moraya Bay agreements
were not utilized for the "Aqua at Pelican Isles"project.
2. Provide an opinion whether utilizing Tourist Development Council funds for
improvements at the Delnor— Wiggins State Park entrance is an allowable use of
revenues under any applicable Statutes, Ordinance, etc.(County Attorney's Office).
3. Forward the "Beach Parking Revenue and Expenditure Analysis"to the TDC
Subcommittee. Said analysis to be revised to remove any items associated with the
"Water Park."
4. Place an item on the Agenda identifying the mileage of the beaches within the
County broken out by jurisdiction (City of Naples, City of Marco Island, Collier
County) and the associated revenues and expenses of Beach Parking Facilities
(including any State of Florida funding).
b. County Museum Funding Report—Continued from 9-26-11 Meeting
(Information and Update Only)
i. Florida County Owned Museum Funding Analysis
ii. Report on Friends of the Museums Voluntary Collections
iii. Plan for Operating County Museums without TDC funding
Continued
c. Revised Quarterly Financial Review of TDC Funds (Q4)—Information Only
Jack Wert provided the following documents and provided an update on the quarterly
financials:
• The Executive Summary "Q4 Fiscal Year 11 Tourist Tax Financial Review"dated
October 24, 1011.
• "FY11 TDC Budget Report by Fund—Preliminary 4th Quarter—October 1, 2010 thru
Sept 30, 2011. "
• "TDC Funds—Preliminary FY11 Year End Variance Analysis.
The Council requested Staff to:
1. Place an item on the next meeting agenda for review of the existing marketing
contracts (Staff to provide copies of the contracts, explanation of the services provided
and the dollar amounts of the services).
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October 24, 2011
2. Immediately complete an analysis to determine how much of the$654,000 of
"Projected Carryforward at 10/1/10"for Fund 184 is actually available for
Carryforward to the FY 11/12 budget.
Mr. Sorey moved to recommend the Board of County Commissioners, amend the Tourist
Development Council FY11/12 budget for the purposes of allocating(if available) $350,000.00
(three hundred fifty thousand dollars) of the "Carryforward"for Fund 184 to a "Fall
Marketing Campaign"with the intent of initiating the promotions in the New York,
Philadelphia,Boston, Washington,D.C., Chicago and Instate Markets. Finance Staff to
make a determination that the funds may be allocated to a "Fall Campaign"prior to the
Board of County Commissioners consideration of the item. Second by Mr. Medwedeff.
Carried unanimously 9—0.
Break: 10:45am
Reconvened: 10:53am
d. TDC Ordinance Amendment for Fund 194 Administrative Costs
Jack Wert presented the Executive Summary "Recommendation to approve and authorize the
County Attorney to advertise proposed amendments to the Tourist Development Tax Ordinance
No. 92-60, as amended. Amendments include delineating the allocation of administrative costs in
support of Fund 194 Tourism Promotion, Fund 195 Beaches, and Fund 183 Beach Park
Facilities dated October 24, 2011 for consideration.
Mr. Sorey moved to recommend the Board of County Commissioners amend the Section
addressing "Administrative Costs"in the Tourist Development Tax Ordinance No. 92-60 to
read as follows:
4. Administrative costs.
a. Tourism promotion administrative costs shall not exceed 32% of total Category `B"tourist
tax revenues each fiscal year and shall be expended from the 23.236% of the two percent
tax.
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).
Second by Mr. Gibson. Carried unanimously 9—0.
8. New Business (continued)
a. Marco South Renourishment Permitting Work Order
Gary McAlpin presented the Executive Summary (ES) "Recommendation to award a Work Order
for$89,000 to Coastal Engineering Consultants for the permitting required to obtaining(obtain) a
FDEP permit for the Marco South Beach renourishment project along with modifications to the
existing USACE permit"dated October 24, 2011 and related backup material.
Mr. Hendel moved to recommend the Board of County Commissioners approve a Work Order
for$89,000 to Coastal Engineering Consultants for the permitting required to obtain a FDEP
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October 24, 2011
permit for the Marco South Beach renourishment project along with modifications to the existing
USACE permit as presented by Staff Second by Mr. Sorey. Carried unanimously 9—0.
b. Service Mark Renewals for Paradise Coast Blueway
Jack Wert presented the Executive Summary "Recommendation to authorize staff to prepare and
submit applications to renew service marks with the State of Florida Division of Corporations to
preserve the County's advertising, logos,phrases and slogans for "Paradise Coast Blueway"dated
October 24,2011 for consideration.
Mr. Gibson moved to recommend the Board of County Commissioners authorize staff to
prepare and submit applications to renew service marks with the State of Florida Division of
Corporations to preserve the County's advertising,logos,phrases and slogans for "Paradise Coast
Blueway". Second by Mr. Hendel. Carried unanimously 9—0.
9. Marketing Partner Reports
Jack Wert provided a Slideshow titled"Marketing Partner Reports—September 26, 2011"which
included the following reports:
a. Tax Collections—Jack Wert
"Tourist Tax Collections—Collier County Tax Collector"
b. Paradise Advertising—Pat Cote—Paradise Marketing and Advertising
"Advertising Report Paradise Advertising and Marketing, Inc. — TDC, October 24, 2011"
c. Research Data Services—Dr. Walter Klages—Research Data Services,Inc.
"Collier County Tourism Research, September 2011 —Research Data Services, Inc. "
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"
The Council requested Staff provide an analysis on the online inquiries/website traffic from
the Brazil market to the TDC Subcommittee.
10. Tourism Staff Reports
The following Reports were provided by Staff:
a. Director—Jack Wert
The Council requested Staff provide a summary on the results of the Routes Airlines
Conference held in Berlin to the TDC Subcommittee for review.
b. Sales & Marketing—Debi DeBendetto - CVB Sales & Marketing Manager
c. Public Relations & Communications- JoNell Modys - CVB Public Relations &
Communications Manager
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October 24, 2011
d. Film Office—Jack Wert
e. Sports Marketing—Jack Wert
f. International Representatives—Jack Wert
g. Visitor Centers—Nancy Kearns
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
The Council noted:
• Staff should continue to consider the opportunities for promoting"Agri-tourism."
• Staff investigates the feasibility of undertaking additional promotions in cooperation with
"JetBlue."
• JoNell Modys was publicly recognized for her efforts to promote tourism in the region.
13. Next Scheduled Meeting Date/Location—November 28,2011 —9:00 a.m.
Collier County Government Center,Administration Bldg. F,3rd Floor,
3299 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 1:04 P.M.
COLLIER COUNTY TOURIST
DEVELO' EN ' COUNCIL
Chair I+a 'Commissioner Georgia Hiller
These minutes approved by the Board/Committee on
as presented or as amended
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