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BCC Minutes 02/19/2008 W (w/TDC) February 19, 2008 MINUTES OF THE BOARD OF COUNTY COMMISSIONERS AND COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL JOINT WORKSHOP Naples, Florida, February 19, 2008 LET IT BE REMEMBERED, that the Collier County Board of County Commissioners and the Tourist Development Council in and for the County of Collier, having conducted business herein, met on this date at 9:00 AM in a JOINT WORKSHOP SESSION in Building "F", 3rd floor of the Government Complex, Naples, Florida with the Following members present: Chairman: Vice Chairman: Commissioner Tom Henning Commissioner Donna Fiala Commissioner Fred Coyle Commissioner Frank Halas Commissioner Jim Coletta TDC: Murray H. Hendel Susan Becker Clark Hill Rick Medwedeff Robert Miller Ed (Ski) Olesky ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Coleen Greene, Assistant County Attorney Kelly Green, Administrative Assistant Sue Filson, Executive Manager to the BCC Jim Mudd, Collier County Manager February 19, 2008 I. Call to Order - Chairman Henning The Workshop was called to order by Chairman Henning at 9:01 a.m. II. Pledge of Allegiance Pledge of Allegiance was recited. III. Changes/Approval of Agenda Jack Wert, Tourist Director submitted a copy of the Coastal Zone Management Report to the participants. Mr. Hendel thanked Commissioner Coletta for his service and welcomed Commissioner Henning as the Chairman of the Board of County Commissioners and Tourist Development Council. IV. Review of 2007 - Jack Wert Jack Wert, Tourist Director, presented a report entitled "2007 in Review" noting the following statistics: . # of Visitors - (-.6%) . Direct Spending - (+6.4%) . Economic Impact - (+6.3%) . Tourist Tax Revenue - (+3.6%) . Average Daily Lodging Rate - (+7.4%) . Lodging Occupancy - (-.2%) He stated that in October 2005 a 4th penny was added to the Tourist Tax to be utilized for marketing purposes of which have provided a positive impact especially in the area of Meetings Destinations. There is no sunset for the extra penny. Commissioner Coyle noted that even with the additional penny increase in the Tourist Tax rate, annual occupancies have decreased from 73.5% in 2004 to 67% in 2007. Mr. Wert noted that approximately 40 percent of visitors are lost annually and need replacing and the competition for visitors has increased dramatically in recent years (2004-2007). The marketing has brought new visitors to the area aiding in stabilizing annual occupancy rates from 2005-2007. Market comparisons indicate that Collier County is generally stablc or incrcasing while other markets are considerably down. Chairman Henning noted that the marketing has been targeted to more upscale clientele that has provided an increase in Daily Lodging Rates affecting occupancy. However, this marketing has provided an overall increase in the Direct Spending and Economic Impact figures. 1. Klages Research - Walter Klages WaIter Klages of Research Data Services, Inc. presented a report entitled "2007 Economic Impact" noting the following: 2 February 19,2008 · The Economic situation in Collier County is stable providing a "good score" in comparison to other markets · Economic models indicate 16 more months of "difficulty" · Focus group studies indicate that participants chose Naples as a "dream vacation" · He re-enforced that the marketing has been targeted to upscale clientele · He noted markets of opportunity west of the Mississippi (Fort Worth, Denver, California) · The Everglades provide an important factor in the "Eco- Tourism" market · The mid-scale market is down at this point, however it should remain on the radar as it will begin to return · The Native American Heritage market has strong potential, especially with European visitors Commissioner Coletta noted that the "brand name" includes "Naples, Marco Island, the Everglades as well as Immokalee" as opposed to Naples/Marco Island and asked if there has been any partnering with Seminole Casino. Jack Wert noted the Casino partners with the Visitors guide among other activities. 2. Paradise Advertising - Cedar Hames Cedar Hames of Paradise Advertising presented a report entitled "2007 Marketing Review" and "2008 Marketing Plan" noting the following: · 17 awards were received for various activities not including Public Relations awards indicating the program is heading in the right direction · Refreshing of the "Creative Campaign" · 2008 - provide coordinated efforts with the Nap1es/Marco Island and Everglades Convention and Visitors Bureau · 2008 - continued targeting of Niche markets · Major International markets are the UK, Germany and Canada · A new UK in Flight Program as well as a VIP card program It was noted that the visitor's guides are available at the Visitors Centers in Naples, Marco Island and Everglades City as well as Naples Airport and Southwest Regional Airport. Commissioner Halas noted it may be advisable to place the guides in the Miami, Fort Lauderdale and Orlando airports. 3. Staff Reports The following reports were presented by Staff: a. Sales Manager Report - Niccole Haschak Niccole Haschak presented the report entitled "Sales & Marketing Annual Report." It was noted that FAMS (Familiarization Trips) continue to be an 3 February 19, 2008 important endeavor that will continue. The individuals for potential FAMS are prioritized and an on-sight visit highly increases the probability of event bookings. b. P.R. Manager Report - Jonell Modys Jonell Modys presented the report entitled "Public Relations Annual Report." It was noted that journalist interest in the area is still high with the provision of several individual and group F AMS this year. Through a recommendation of the Tourist Development Council, BCF was secured as the new "CVB (Convention and Visitors Bureau) Destination PR Agency". Chris Mordi representing BCF was in attendance. c. Film Coordinator Report - Maggie McCarty Maggie McCarty presented the report entitled "Film Office Annual Report." It was noted that a total of 66 productions occurred in the area including 28 print projects, 9 TV commercials, 14 TV segments/series,S Documentaries and 10 videos with 50 percent of the projects coming from outside the US. d. Sports Marketing Report - Ralph Pryor Ralph Pryor presented the report entitled "Sports and Marketing Annual Report." It was noted that the major events include softball tournaments, soccer tournaments, etc. This year objectives include attracting new soccer and softball events as well as fishing, lacrosse, Professional Beach Volleyball tournaments, Corporate challenges, water skiing, bicycling, etc. It was noted that these events draw participants in a "mid scale" market aiding to promote hotels and businesses serving this clientele. e. Phase V - Fulfillment & Call Summary - Ginny Demas Ginny Demas presented the report entitled "Fulfillment Annual Report." It was noted that total inquiries were slightly down for 2007 with the leading countries remaining the same - USA, Canada, UK, Germany, France and Brazil in that order. Break-1O:25AM Re-convene - 1 0:40AM 4. Coastal Zone Management Report Gary McAlpin, Coastal Zone Management Director presented the report "Coastal Zone Management." It was noted that 50 percent ofthe TDC funds are received for Beach Funds with 2/3 of those funds utilized for Beach maintenance. These funds were utilized for Wiggins Pass dredging and adjacent beach re-nourishment; Clam Pass Dredging; dune re-vegetation; Wiggins Pass modeling for Master Plan development; beach and inlet and biological near shore hard bottom monitoring, etc. The remaining 1/3 of the funds were utilized for Beach Park Facilities Projects. 4 February 19, 2008 Chairman Henning requested that Staff provide historical data on the beach emergency catastrophe fund. V. Marketing Plan Review for 2008 1. Paradise Advertising - Cedar Hames Discussed under item IV.2 VI. Old Business None VII. New Business 1. Strategic Planning Discussion Jack Wert, Tourist Director presented a document entitled "Strategic Planning Discussion" which incorporates "Current Markets" and "Markets of Opportunity" to the participants for discussion. a. International Feeder Markets It was noted that there is direct air service to Germany with continued emphasis on obtaining direct service to the UK. Commissioners noted in addition to the "Markets of Opportunity" outlined in the report, there possibly should be more focus on the Orient, Eastern Europe, Italy and the Middle East. Jack Wert noted he would explore these markets. There are full time representatives native to the culture in the "Current Markets" which are extremely important in promoting tourism for the Bureau. Expansions of "F AM" trips are in the plans this year for the UK and Germany markets. Speaker Rhona Saunders noted Canada is not a "Current Market" or a Market of Opportunity" and should be targeted. b. Domestic Feeder Markets It was noted along with the "Markets of Opportunity" listed in the report, there possibly should be more focus on the Denver region which has direct air service, Alaska and the Pacific Northwest as well as the Minneapolis Region. It was further noted that a consideration should be given to initiating revolving visitor type of program encouraging visitors to return to the area. Promotions such as coupons, 2-3 year advance vacation deals with reduced rates for hotels, car rentals, etc. could be utilized as incentives. c. Niche Markets In addition to the "Current Markets" and "Opportunity Markets" tennis events should possibly be considered. Also the possible addition of a category for "Eco-Tourism" and "Shopping" and "Sun and Beach." 5 February 19, 2008 Also "eco friendly" activities could be promoted accenting the "Greening of America" opportunities in the area as well as businesses participating in this movement. Ginny Demas noted the importance ofKayaking and the new "Blueway" focus. d. RSW Airport Transportation A discussion ensued regarding the expensive costs travelers face in transportation costs to and from Southwest Regional Airport. It is a deterrent for tourism in the area. Other ideas were a "super shuttle"; the involvement of Collier County Transit System; Naples airport car rental agencies providing a shuttle to the airport; car sharing, etc. It was noted that the Hotel industry has investigated providing Hotel Shuttles but it was determined to be cost prohibitive. Chairman Henning requested Staff to review the taxi rates of other destinations in Florida such as Orlando and Tampa, additional data and provide information to the Tourist Development Council for development of a strategy to address the issue. It was noted that the current Vehicle for Hire Ordinance in force should be reviewed to ensure it is not restricting competitive pricing. VIII. Question & Answer Period None IX. BCC/TDC Discussion Commissioner Coletta noted the passing of Ernest McCormick. X. Next Meeting Date/Location 1:00 PM February 19, 2008, TDC Monthly Meeting, BCC Chambers 6 February 19,2008 ***** There being no further business for the good of the County, the Workshop concluded by order of the chair at 11 :51 A.M. r~ ATTEST' . ". . D\\'ight E/ B:r.ock, Clerk': .~~ .' '. ~. . 0.( : '..~, , ' ' , .. ~"~.~ , ~'onl' .,.(,~.." Thesvninutes approved by the Board/Committee on~as presented V or as amended ' 7