Agenda 12/14/2010 Item #17C
Agenda Item No. 17C
December 14, 2010
Page 1 of 7
EXECUTIVE SUMMARY
Recommendation to adopt an Ordinance amending Ordinance No. 92-60, as
amended, (Tourist Development Tax) to reallocate on a one-time basis $1,000,000
from TDC Category "A" Deach Park Facilities Fund 183 to Tourism Promotion
Fund 184 for tourism destination marketing and authorize all necessary budget
amendments.
OBJECTIVE: That the Board of County Commissioners (Board) adopts the attached
Ordinance amending Ordinancc No. 92-60, as amended, for a period of one year in order
to use Category "A" - Beach Park Facilities funds for tourism destination marketing
purposes.
CONSIDERATIONS: At the July 26, 2010 Tourist Development Council (TDC)
meeting there was a review of the Tourist Devclopment Tax Ordinance 2005-43, and the
Beach and Beach Park Facilities BCC Policy approved on October 25, 2005, for possible
reallocation to enhance dcstination markcting. One of the considerations was the use of
potential Category "A" (Beach and Inkt Management and Beach Park Facilities) for
destination marketing purposes. That recommendation was discussed by the Board on
July 27, 2010, and staff was directed to review this issue with the various community
stake holder groups. .
This one-time infusion of tourist tax dollars will enable tourism staff to extend
temporarily the destination marketing message to a more year-round approach. Visitors
contribute tax revenue and spcnd their money in our community and help to support all of
our tourist development tax uses. Without it, our market share of visitors is easily eroded
by competing destinations during those times of year when we are not actively marketing.
In the first three calendar quarters of 20 I 0, an additional $1 million, transferred from
Beach Renourisluncnt Reserves Fund 195, was invcstcd in advertising, public relations
and promotions. The return on investment through July, 2010 has been $20.65 in new
visitor spending for cach dollar investcd in those destination marketing cfforts.
,,_.
As recommended by the Board, staff met with the following stakeholder groups
concerning that convcned and discllssed thc use of Category A Beach Park Facility
dollars (Fund 183). Endorsements and rccommendations as notcd below:
.
.
.
.
.
.
~. .
Tourist Development Council (TDC), July 26 - Recommended approval (7-1)
Coastal Advisory Committee (CAC), August 12 - Recommended Approval (5-2)
Friends of the Collier County Museums, Augllst 12 - Favorable discussion, no
formal recommendation made
Collier Hotel & Lodging Association, August 17 - Unanimous Board approval
Parks & Recreation Advisory Board (PARA B), August 18 - Unanimous approval
(4-0)
Marco Island Chamber of Commerce, August 19 - Unanimous approval
Naples Chamber of Commerce Public Policy Committee, August 20 - Unanimous
approval
Agenda Item No. HC
December 14, 2010
Page 2 of 7
The reallocated funds would be used to expand and enhance destination marketing as
follows:
Enhanced 2011 Winter, Spring & Summer Advertising and Promotion:
(Jan-March in Northern Markets & April-August in Florida Markets)
Continue Visitor Center Coordinator (co-op with Naples Chamber):
Additional Familiarization Trips and Group Event Sponsorships:
Expanded Public Relations Efforts:
Domestic & International Web Site Enhancements:
Enhanced Return onlnvcstment Rcsearch:
$800,000
50,000
25,000
50,000
50,000
25,000
TOTAL:
$1,000,000
The Board reviewed the proposed reallocation at its September 14, 20 JO regular meeting
(Item lOB) and authorized staff to advertise the amending Ordinance for future
consideration.
ADVISORY BOARD RECOMMENDATIONS: Each advisory board recommendation
as indicated above related to the short tcrm solution to reallocate $1,000,000 from Beach
Park Facilities Fund 183 to Tourism Promotion Fund 184 for destination marking for one
year.
FISCAL IMPACT: $1 million is available in Fund 183, Beach Park Facilities for
transfer to Tourism Promotion Fund 184 for one year to be used for enhanced destination
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GROWTH MANAGEMENT IMPACT:
Management Plan from this action.
There is no impact to the GroW1h
LEGAL CONSIDERATIONS: The proposed Ordinance was drafted by the Office of
the County Attorncy and is legally suffIcient for board action. A super-majority vote is
required. - CMG
RECOMMENDATION: That the Board of County Commissioners adopts the attached
Ordinance amending Ordinance No. 92-60, as amended, (Tourist Development Tax) in
order to reallocatc for a period of one year $1,000,000 li'om TDC Category "A" Beach
Park Facilities Fund 183 to Tourism Promotion Fund 184 for use in tourism destination
marketing and authorizc all neccssary budget amcndments,
SUBMITTED BY: Jack Wert, Tourism Director
2
Agenda Item No. 17C
Decenlber14,2010
Page 3 of 7
COLLIER COUNTY
BOAfW OF COUiHY COMMiSSIOfJEVI.S
Meeting Date:
17e
Hecol11!llendation to fldclpt 311 Ordinance amending Ordinance No. 92-60, as amended,
(Tourist Development Tax) to realloc8te on a one-time basis $1,000,000 from TOC Category
A Beaell Park F3cililies Fund 183 to Tourism Prmnolion Fund 184 for tourism destination
Illclrkeling <l110 authori;;:e all necessary budget amendments.
12/1412010 9001!l) AM
item Number:
Item Summary:
Prepared Ry
.J;;ck WCl't
DinKtor - 10uristll
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1"UHi is,,1
11/1[;/20101:00:34 PM
Approved By
Collc'::!l Grselle
/\ssistant County Attorm-'y
Date
COUll!Y i\,I!C!'ll'::'V
C'iUn1:)' !\t!')rtl0'f
11/13/20101:48 PM
Approved By
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D<:lta
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In'!!iSlll
11/2$11201012:20 PM
Approved By
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12/112U'1O 9:19 An.,
ApPl'Oved II)'
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Date
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1;?/J!201() 12:.12 PM
Approved By
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Appl'Oved By
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Date
(_:c~'1ll11,.' ['.,'1;:: ;,C)'n::; Jitlcp
C>'IH,i... r,'j"I1:'W'1 (Ifn,:!:,
I ;) II) ,'2 I) '1(} 8:57 PM
AgEH1da Item No. 17C
December 14. 2010
Page 4 of 7
ORDINANCE NO. 2010 -
AN ORDINANCE OF THE BOARD OF COUNTY COMMISSIONERS
OF COLLIER COUNTY, FLORIDA, AMENDING ORDINANCE NO.
92-60, AS AMENDED (THE COLLIER COUNTY TOURIST
DEVELOPMENT TAX ORDINANCE) BY AMENDING SECTION
THREE - USES OF TAX REVENUES, IN ORDER TO REALLOCATE
$1,000,000 OF THE ANNUAL FUNDS SET ASIDE FOR CATEGORY
"A" BEACH PARK FACILITIES FUND 183 FOR TOURISM
DESTINATION MARKETING FOR A PERIOD OF ONE YEAR;
PROVIDING FOR CONFLICT AND SEVERABILITY; PROVIDING
FOR INCLUSION IN THE CODE OF LAWS AND ORDINANCES; AND
PROVIDING FOR AN EFFECTIVE DATE.
WHEREAS, Section 125.0104, Florida Statutes, provides for the levy ofa local option
tourist development tax by any county; and
WHEREAS, on August 18, 1992, the Board of County Commissioners (Board)
adopted Ordinance No, 92-60, which levied and imposed a 2% tourist and development tax
throughout Collier County for the purposes permitted in Section 125.0 I 04, Florida Statutes, as
anlended; and
WHEREAS, through adoption of Ordinance No. 95-56 and Ordinance No. 2005-43,
the Board levied an additional 3rd and 4th pcrcent tourist development tax; and
WHEREAS, on November 10, 2009, the Board adopted Ordinance No. 2009-58 which
for a period of one year, or wllil Novembcr 10, 20 I 0, rcallocated certain tourist development
tax revenues for usc in tourism destination marketing; and
WHEREAS, the Board, by an extraordinary vote, desircs to again amend the uses of
tax revenue and the tourist development plan for a single year only; and
WHEREAS, the proposed amendments were presented to and approvcd by the Collier
County Tourist Development Council.
NOW, THEREFORE, BE IT ORDAINED BY THE BOARD OF COUNTY
COMMISSIONERS OF COLLIER COUNTY, FLOIUDA, that:
SECTION ONE: AMENDMENT TO SECTION THREE OF ORDINANCE NO. 92-60,
AS AMENDED.
Section Three is hereby amended by adding a new subsection (a)(6) to read as follows:
Words Underlined are added; Words Simek Thr8Hgh are deleted.
Page 1 of3
Agenda Item No. 17C
December 14, 2010
Page 5 of 7
Section Three - Uses of Tax Revenues.
a) The tax revenues received pursuant to this division shall be used to fund the county
tourist development plan, which is hereby anlended as follows:
**************
(6) The sum of $1.000.000 annually allocated for Categorv "An - Beach Park
Facilities Fund 183 shall be reallocated to Fund 184 to be used for destination marketing for a
period of one year from enactment of this amendment. at which time this provision will expire
and be of no further force or effect unless further extended bv the Board of County
Commissioners.
f61ill The above and foregoing tourist development plan may not be substantially
amended except by ordinance enacted by an affirmative vote of a majority plus one additional
member of the Board of County Commissioners.
SECTION TWO: CONFLICT AND SEVERABILITY.
In the event this Ordinance confiicts with any other ordinance of Collier County or other
applicable law, the more restrictive shall apply. If any phrase or portion of the Ordinance is
held invalid or unconstitutional by any court of competent jurisdiction, such portion shall be
deemed a separate, distinct and indcpcndcnt provision and such holding shall not affect the
validity of the remaining portion.
SECTION THREE: INCLUSION IN THE CODE OF LAWS AND ORDINANCES.
The provisions of this Ordinance shall become and be made a part of the Code of Laws
and Ordinances of Collicr County, Florida. The sections of the Ordinances may be
renumbered or relettered to accomplish such, and the word "ordinance" may be changed to
"section," "article," or any other appropriate word.
SECTION FOUR: EFFECTIVE DATE.
This Ordinance shall be effective upon filing with the Department of State.
Words Underlined are added; Words SlrH"" ThroHgh are deleted.
Page 2 of3
Aqellcla Item NO.17C
December 14, 20'!()
P8ge 6 of 7
PASSED AND DULY ADOPTED by a vote of a majority plus one of the Board of
County Commissioners of Collier County, Florida, this _day of ,2010.
A TrEST:
DWIGHT E. BROCK, CLERK
BOARD OF COUNTY COMMISSIONERS
COLLIER COUNTY, FLORIDA
By:
, Deputy Clerk
By:
FRED W. COYLE, CHAIRMAN
ollcen M. Grccne
Assistant County Attorney
Words Underlined are added: Words 8truGI, Threugh are deleted.
Page 3 of3
Agenda Item No. 17C
December 14, 2010
Page 7 of 7
200 . Friday, December 3, 2010 . Naples Daily News
NOTICE OF INTENT TO CONSIDER ORDINANCE
Notice is hereby given that on December 14, 2010 in the Boardroom, 3rd Floor, Ad.
ministration Building. Collier County Government Center, 3299 East Tamiami Trail,
Naples, Florida, 'the Board of County Commissioners will consider the enactment of
a County Ordinance. The meeting will commence at 9:00 A~M. The title of the pro.
posed Ordinance is as follows:
AN ORDINANCE OF THE BOARD OF COUNTY COMMISSIONERS OF COLliER COUN-
TY, FLORIDA, AMENDING ORDINANCE NO. 92-60; AS' AMENDED (THE COLLIER
COUNTY TOURIST DEVELOPMENT TAX ORDINANCE) BY AMENDING SECTION
THREE USES OF TAX REVENUES, IN ORDER TO REALLOCATE $1.000,000 OF THE
ANNUAL FUNDS SET ASIDE FOR CATEGORY "A' BEACH PARK FACILITIES FUND lR3
FOR TOURISM DESTiNATiON MARKETING FOR A PERIOD OF ONE YEAR; PROVIDING
FOR CONFLICT AND SEVERABILITY; PROVIDING FOR INCLUSION IN THE CODE OF
LAWS A/'Ij,D.ORDINANCES; AND PROVIDING FOR AN EFFE,CTIVE DATE.
Copies of the proposed Ordinance are on file with the Clerk to the Board and ar€'
available for inspection. All interested parties are invited to attend and be heard.
NOTE: All persons wishing to speak on any agenda item must register with the
County administrator prior to presentation of the agenda item to be addressed.
Individual speakers will be limited to 3 minutes on any item. The selection of an in-
dividual to speak on behalf of an organization or group is encouraged. If recog-
nized by the Chairman, il spokespersor1 for a group or organization may be allotted
10 minutes to speak on an item.
Persons wishing to have written or graphic materlalsincluded in the Board agenda
packets must submit said material a minimum of 3 weeks prior to the respective
public hearing. In any case, written matenals intended to be considered by the
Board shall be submitted to the appropriate County staff a minimum of seven days
prior to the public hparing_ All material used in presentations before the Board
will become a permanent part of the record.
AllY person who decides to appeal a decision of the Board will neE'd a record of the
proceedings pertaining _ thereto and therefore, may need to ensure that a. verbatim
record of the proceedings IS made, whICh rewrd includes the tes,timony and eyi-.
derKe upClrl which thE' appeal is based. '
If you are a person with a disability who needs any accommodation in order to par-
tiCipate in this proceeding, you are entitled, at no cost to you. to the provision of
certain assistance. Please contact the Collier County Facilities Management Depart-
ment, located at 3335 Tamiami Trail East, Building W, Suite #1.01, Naples, Florida
34112, (239) 252-8380. Assisted listening.deYices for the hearing impaired are ayail-
able in the County CommrsSloners' Offrce.
BOARD OF COUNTY COMMISSIONERS
COLLIER COUNTY, FLORIDA
FRED COYLE, CHAIRMAN
DWIGHT E. BROCK, CLERK
By: Martha Vergara, Deputy Clerk
(SEAL)
[)prpmbPr" 7010
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