TDC Minutes 01/28/2013 Tourist
Development
Council
Minutes
January 28 , 2013
January 28, 2013
MINUTES OF THE COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL MEE
rq,! N aples, Florida, January 28, 2013 2 ;
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: Murray H. Hendel
Vice Chairman: Rick Medwedeff
Commissioner Henning
Susan Becker
Clark Hill
Robert Miller
Ed (Ski) Olesky
John Sorey III (via telephone)
Larry Sacher
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Zone Management Director
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Tax Coordinator
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MEETING AGENDA & NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center, Administration Bldg. F, 3rd Floor
3299 East Tamiami Trail, Naples, Florida 34112
JANUARY 28, 2013 9:00 am
Collier County Commission Chambers
* Requires TDC Action
1. Call to Order
2. Pledge of Allegiance
3. Roll Call
4. * Changes and Approval of Agenda
S. * Approval of TDC Minutes
a. * Regular Meeting 11126/12
6. Presentations / Public Comment - (3 minutes each)
7. New Business
a. * Election of TDC Chairman and Vice Chairman for 2013
b. * Direction on Potential Reallocation of Existing Tourist Tax Distributions
c. * Recognition of Additional Uncommitted FY 12 Carryover Tourist Tax Revenue
d. * Approval of Filing Fees for Renewal of Service Marks
e. * Approval of Work Order for Clam Pass Dredgina
f. * Set date for Grant Workshop for FY 14 TDC Grant Cycle
8. Old Business
a. * Post Tropical Storm Isaac Analysis
b. Informational Update on Vanderbilt Beach Restroom project
9. Marketing Partner Reports
a. Research Data Services
b. Tax Collections
c. Paradise Advertising
d. Lou Hammond & Associates - PR Services
e. Miles Media - Website Activity
f. Sales & Marketing Technologies - Search Engine Optimization
g. Phase V - Fulfillment Services
10. Tourism Staff R
a. Director - Jack Wert
b. Sales & Marketing - Debi DeBenedetto
c. Public Relations & Communications - JoNell Modys
d. Film Office - Maggie McCarty
e. Sports Marketing - Chris O'Brien
f. International Representatives - Jack Wert
g. Visitor Centers - Nancy Kerns
11. Detailed Staff Reports
12. Council Member Discussion
13. Next Scheduled Meeting Date/ Location - February 25, 2013 - 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor, 3299 East Tamiami Trail,
Naples, Florida 34112
14. 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 3335 Tamiami Trail East,
Suite 101, Naples, FL 34112 -5356, (239) 252 -8380.
Public comments will be limited to 3 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 Department.
January 28, 2013
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 Hendel
Chairman Hendel 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.
Larry Sacher was welcomed as a new member of the Tourist Development Council.
Mr. Hill moved to allow Mr. Sorey to participate in the meeting via telephone due to an
extraordinary circumstance. Second by Ms. Becker. Carried unanimously 8 — 0.
4. Changes and Approval of Agenda
Mr. Olesky moved to approve the Agenda. Second by Ms. Becker. Carried unanimously 9 - 0.
5. Approval of TDC Minutes
a. Regular Meeting 11/26/12
Mr. Sorey moved to approve the minutes from the November 26, 2012 Meeting as
presented.
Second by Mr. Olesky. Carried unanimously 9 — 0.
6. Presentations / Public Comment (3 minutes each)
None
7. New Business
a. Election of TDC Chairman and Vice Chairman for 2013
Mr. Sorey moved to appoint Murray Hendel the Chairman of the Tourist Development
Council. Second by Mr. Miller. Carried unanimously 9 — 0
Ms. Becker moved to appoint Rick Medwedeff as Vice Chairman of the Tourist
Development Council. Second by Mr. Sorey. Carried unanimously 9 — 0.
Mr. Sorey left the meeting at 9:20 a.m.
b. Direction on Potential Reallocation of Existing Tourist Tax Distributions
Jack Wert presented the Executive Summary "Recommendation to provide direction
relative to the reallocation of existing Tourist Development Tax distributions to increase
destination marketing efforts and the annual accumulation of reserves for major beach
renourishment" dated January 28, 2013 for consideration.
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January 28, 2013
He presented the Slideshow "Discussion and Direction Changes to the Existing Tourist Tax
Allocation, TDC 1- 28 -13. " He reported:
• Recommendations for the distribution of Tourist Tax Revenue was formulated by
the TDC Subcommittee, appointed in March, 2011 for the purpose of determining
how the destination may benefit from a more robust year round marketing and
promotion effort.
• The recommendations were endorsed by the full TDC on March 16, 2012.
• The endorsement was subject to staff presenting the 11 recommendations to
stakeholder groups for consideration and input.
• The results of the stakeholder's meetings are included in the meeting packet and staff
requests final consideration of the recommendations.
The recommendations are to:
1. Implement changes to the tourist tax allocations to increase the marketing and promotion
allocation from 25% of the total Tourist tax revenue (currently $ 2 million) to 45%
generating a budget of $4.0 million per year for destination marketing efforts.
2. Reduce Beach Park Facilities annual allocation of Category A funds from 16.67% to 6%
or from $2 million per year to $600,000 per year.
3. Reduce Collier County Owned & Operated Museums operating funds from tourist tax
funding after five years (FYI 7) from 11% to 0 %. Future funding (after 5 years) for
museum operations would revert to General Fund, supplemented by the following new
revenue sources:
a. Charge admission to non - residents
b. Apply for state, regional and national museum grants
c. Annual major fund raising efforts
d. Tourism Department would direct more TDC funds to heritage marketing
4. Increase allocation to Category A Beach renourishment funding from 33.33% to 34%
annually (Increase of $100 k).
5. Increase allocation to tourism department administration from 11.60% to 12.60% ( +$13 k).
6. Request County Commission (BCC) recognize excess TDT revenue above current year
projections for immediate use in the current fiscal year for destination marketing.
7. Extend the allocation of interest earned on each TDT Fund to Fund 184 for destination
marketing an additional 3 -years through FYI 5.
8. Aggressively pursue state and federal cost share funding for beach renourishment
projects through legislative lobbying and education.
9. Increase the current budget ($100,000) for air service marketing funds by $50,000 per
year to attract more direct service and enhance and expand existing air service especially
from U.S. West Coast.
January 28, 2013
10. Expand the CVB Community Relations efforts to encourage more local and regional
media coverage of the impact and importance of tourism to our community.
11. Tourism Dept (CVB) should be included as an equal participant in economic
development planning for County.
During staff and council member discussion, the following was noted:
• The recommendations for consideration to be forwarded to the BCC are generally
#1 -7; staff has refined them in a Table on Page 2 (Tourist Development Tax
Reallocation Analysis) of the Executive Summary in a format which indicates how
the changes would impact the ordinance that governs the Tourist Development Tax.
• Additionally, a transfer of $1/2M from the "Promotion Disaster Recovery Fund" to
the Beach Renourishment Reserve Account is proposed.
• The General Fund would be used to "backstop" funding deficiencies for "Emergency
Advertising ", County Owned Museum Operations, Beach Park Facilities and Beach
Renourishment.
The council discussed the ramifications of revising allocations. Any amendments to the
Ordinance will require a super majority vote by the Board of County Commissioners.
Mr. Medwedeff moved to recommend the Board of County Commissioner approve the
following reallocations of Tourist Tax Distributions (as identified on Page 2 of the above
referenced Executive Summary, "Tourist Development Tax Reallocation Analysis — Staff
Recommendations'): Beach Facilities — Fund 183 — 4.31 %; TDC Promotion — Fund 184
— 35.10 %; Non - County Museums — Fund 193 — 2.38 %; TDCAdmin — Fund 194 — 11.62 %;
Beach Renourishment — Fund 195 — 36.98 %; Promotion Disaster Recovery — Fund 196 —
0.0 %; County Museums —Fund 198 — 9.61%. Second by Commissioner Henning.
Carried unanimously 8 — 0.
c. Recognition of Additional, Uncommitted FY12 Carryover Tourist Tax Revenue
Jack Wert presented the Executive Summary "Recommendation to approve recognition
of additional, uncommitted FY12 carry forward up to $450, 000 and all necessary budget
amendments for additional destination marketing efforts and Tourism Department staff
"dated January 28, 2013 for consideration. He noted expenditures will be utilized primarily
for additional staff positions for sales and marketing. These positions generally "fund
themselves" by increasing the collection of Tourist Taxes due to the efforts of additional staff
members.
Mr. Olesky moved to recommend the Board of County Commissioners approve recognition
of additional, uncommitted FY12 Carry Forward up to $450,000, and all necessary budget
amendments for additional destination marketing efforts and Tourism Department staff.
Second by Mr. Hill. Motion carried 7 "yes " — I "no." Chairman Hendel voted "no."
Chairman Hendel expressed concern that the request for additional staff comes from an
already approved budget; it would be more prudent to consider the request at the time the
FY14 Budget is proposed by staff.
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January 28, 2013
Break: 10:00 a.m.
Reconvened 10:10 a. m.
Mr. Wert reported Coastal Zone Management Staff has requested the continuation of
Item 8.a and 8.b.
Mr. Hill moved to continue items 8a. & 8b. Second by Ms. Becker. Carried unanimously
8 -0.
d. Approval of Filing Fees for Renewal of Service Marks
Jack Wert presented the Executive Summary "Recommendation to approve payment of filing
fees for renewal of Service Marks for Paradise Coast Blueway, Blueway Paddling Trail and
Naples, Marco Island" dated January 28, 2013 for consideration.
Ms. Becker moved to recommend the Board of County Commissioners approve payment of
filing fees for renewal of Service Marks for Paradise Coast Blueway, Blueway Paddling
Trail and Naples, Marco Island. Second by Chairman Hendel. Carried unanimously 9 - 0
e. Approval of Work Order for Clam Pass Dredging
Jack Wert presented the Executive Summary "Recommend approval of a work order for Clam
Pass Dredging for a total cost of $28, 000 and as requested by the Collier County Board of
County Commissioners" dated January 28, 2013 for consideration.
Mr. Hill moved to approve the request by the Board of County Commissioners for the
Tourist Development Council to endorse a Work Order for dredging Clam Pass, at a total
cost of $28,000. Second by Mr. Olesky.
Commissioner Henning reported the County is awaiting a response from the Attorney
General's Office on whether or not TDC funds may be expended on the project.
Mr. Wert reported the concept is to utilize TDC funds to complete the work. If it is
determined use of these funds is not permitted in accordance with State Statues and /or
local ordinances, funds will be reimbursed to the required financial accounts.
Mr. Hill amended the motion to approve the request by the Board of County
Commissioners for the Tourist Development Council to endorse a work order at a total
cost of $28,000 for dredging Clam Pass with the understanding that if the use of funds is
not permitted, they be reimbursed to the appropriate accounts. Second by Mr. Olesky.
Carried unanimously 8 — 0.
L Set date for Grant Workshop for FY 14 TDC Grant Cycle
Mr. Wert reported the FY14 TDC Grant Workshop will be held on February 25, 2013,
before the regular meeting. The meeting will begin at 8:30 a.m.
8. Old Business
Ms. Becker provided an update on the Medical Tourism Committee noting she filed a written
report on the two meetings she attended on behalf of the Council.
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January 28, 2013
a. Post Tropical Storm Isaac Analysis - Continued
b. Informational Update on Vanderbilt Beach Restroom Project - Continued
9. Marketing Partner Reports
Jack Wert presented the PowerPoint document "Marketing Partner Reports — January 28,
2013 " including the following reports presented by staff and consultants:
a. Research Data Services — Dr. Walter Klages
"Collier County Tourism Research, January 28, 2013 — Research Data Services, Inc. "
b. Tax Collections — Jack Wert
"Tourist Tax Collections — Collier County Tax Collector — January 28, 2013 "
c. Paradise Advertising — Suzanne Lennon
"Advertising Report Paradise Advertising and Marketing, Inc. — TDC, January 28, 2013.
d. Lou Hammond & Associates — PR Services — Jonell Modys
"Public Relations Report — National Public Relations Update — TDC, January 28, 2013.
e. Miles Media - Website Activity — Jack Wert
"Website — Miles Media Group "
E Sales & Marketing Technologies - Search Engine Optimization — Jack Wert
"Search Engine Services — Sales and Marketing Technologies, Inc. "
g. Phase V - Fulfillment Services — Jack Wert
"Fulfillment Services — Phase IV"
10. Tourism Staff Reports
The following reports were submitted by staff:
a. Director — Jack Wert
b. Sales & Marketing — Debi Benedetti
c. Public Relations & Communications — Jonell Modys
d. Film Office — Maggie McCarty
e. Sports Council — Jack Wert
Chris O'Brien was welcomed as Executive Director of Collier County's Sports Council and
provided a status report on past and upcoming events.
f. International Representatives — Jack Wert
g. Visitor Centers — Jack Wert
11. Detailed Staff Reports
Submitted
12. Council Member Discussion
Commissioner Henning requested that staff undertake any necessary measures for applicable
Grant Applications with respect to the BP Deep Water Horizon oil spill.
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January 28, 2013
Commissioner Henning moved to request a "time certain" agenda item when Tourist
Development Council recommendations are heard by the Board of County Commissioners.
Second by Chairman Hendel. Carried unanimously 8 — 0.
13. Next Scheduled Meeting Date/Location — February 25, 2013 — 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 Tamiami Trail East, Naples, Florida 34112
14. Announcements
None
XX7ti X)C
There being no further business for the good of the County, the meeting was adjourned by
order of the Chair at 11:02 a.m.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
These minutes aVed by the Board /Committee on
presented r/ or as amended
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