February 26, 2007
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
Naples, Florida, February 26, 2007
LET IT BE REMEMBERED, that the Collier County Tourist Development Council in
and for the County of Collier, having conducted business herein, met on this date at 9:00
a.m. in REGULAR SESSION in Building “F” of the Government Complex, Naples,
Florida, with the following members present:
Chairman: Commissioner Jim Coletta
Murray H. Hendel
Rick Medwedeff (excused)
Robert Miller (absent)
Ed (Ski) Olesky
John Sorey III
E. Glenn Tucker
ALSO PRESENT: Jack Wert, Tourism Director
Gary McAlpin, Coastal Project Manager
Heidi Ashton, Assistant County Attorney
Kelly Green, Administrative Assistant
February 26, 2007
I. Call to Order
The meeting was called to order by Chairman Commissioner Jim Coletta at 9:05 a.m.
II. Pledge of Allegiance
Pledge of Allegiance was recited.
III. Roll Call
A quorum was established.
IV. Changes and Approval of Agenda
- Under “New Business - Category “B” Grant Application,” Jack Wert will provide additional
information from the International Tennis Group.
The following comments were made:
- Susan Becker would leave at 10:30 AM;
- The report of Gary McAlpin concerning the Keewaydin study regarding future transportation
will be presented at a later date, after it has been reviewed by Parks and Recreation
Commissioner Coletta asked if the agenda was approved as amended. Seconded by Mr. Hill.
Carried unanimously 6-0.
V. Approval of TDC Minutes - Regular Meeting of January 16, 2007
Ms. Becker moved to approve the minutes for January 16, 2007.
Seconded by Mr. Hill. Carried unanimously 6-0.
VI. New Business
1. Category “B” Grant Application - International Tennis Group
Mr. Wert stated the current year application for the April event is “out of cycle,” but the ATP
Challenger tennis event is going to be held on a yearly basis at the Naples Bath and Tennis
Club. He further stated the purpose of the tournament is to provide the younger, less
experienced tennis player with exposure to playing in professional events. The ITG is
requesting $25,000 for promotion of the event in out-of-area locations.
Ms. Becker voiced her concern about the lateness of the application, especially since no
County assistance was needed for the November, 2006 event.
Mr. Wert reported the TDC had been contacted by ITG last fall regarding the November
event. At that time, he suggested that ITG hold the event without assistance in order to
establish a track record in Collier County. He introduced Peggy Sealfon, Marketing Director
for ITG, to answer any questions.
Ms. Sealfon was questioned regarding the $320 entry fee. She stated the entry fee applied
only to the players, and not the general public. The players provide their own airfare. There
February 26, 2007
are raffles offered in Ecuador to residents. The winner will receive air fare and hotel as the
Mr. Wert stated that if the County assists with funds for this year’s promotion, ITG will be
able to reach more markets and generate more interest/attendance. He mentioned the contract
will require tracking of room nights and participation by attendees in other local activities (i.e.,
shopping, restaurants). He also stated that Easter will be early this year and hotel rooms will
be available. He stated that TDC funds will not be used for the raffle prize, but to promote the
raffle and for other advertising which also promotes Naples. He further stated that tennis and
its enthusiasts fit into the demographic profile for Naples.
Mr. Hendel moved to approve the grant application. It was seconded, but a question
was raised by Mr. Olesky.
Mr. Olesky asked if the grant money would be used solely for advertising, and not for airline
tickets for the players, and Peggy Sealfon reiterated the funds would be used for advertising,
printing fliers, on-court signage, general packaging of information.
The Chairman ascertained the Motion had been made, and seconded. Motion was
carried, 5-1. Ms. Becker remained opposed.
VII. Old Business
1. Marco South Beach Renourishment/Caxambas Pass Dredging Update
Mr. McAlpin reviewed project goals: to deepen Caxambas Pass, and use the sand removed
from the dredging on the beach. Both goals have been accomplished and the contract has been
completed. The channel itself is in the process of being remarked in cooperation with the City
of Marco and the Marco Waterways Committee.
2. Clam Pass Beach Park Renourishment/Clam Pass Dredging Update
Mr. McAlpin stated the goals of this project were to dredge the Clam Pass Beach Park for
tidal flushing for the mangroves and to take the material and add it to the County Park. The
project is approximately 40% complete to date. It is anticipated the project will be completed
by April 1, 2007.
3. Wiggins Pass Dredging Update
Mr. McAlpin stated that the first part of this project was to dredge exterior of the pass and to
place the recovered material on Delnor-Wiggins Pass State Park Beach to renourish the beach.
The second part was to dredge the interior channel for safety and navigation. The recovered
material was placed on the beach at Barefoot Beach Preserve County Park. This project has
been completed. The channel will be remarked in cooperation with local residents and the
4. Artificial Reef Information Update
Mr. McAlpin reminded the Committee that the Department of Environmental Protection
required the building of a one-acre artificial reef with very specific requirements. The DEP
has approved the materials to be used. Approximately 1500 boulders will be placed within the
February 26, 2007
reef area. The first load of boulders is being moved into position. The project should be
completed before the beginning of hurricane season.
Mr. McAlpin answered questions concerning the hand-placement of the boulders on the reef
by divers and the identification of each boulder by GPS coordinates, as specified by the
Department of Environmental Protection.
5. Children’s Museum Status Report
Mr. Wert stated the Committee had recommended a grant to the Children’s Museum to fund a
traveling exhibit and preview center. No work related to the grant has been completed at this
point. The traveling exhibit is scheduled to be on the road from April 1, 2007 through
September 1, 2007. The Grant may carry over into next year since very little of these funds
will be spent this year.
VIII. Staff Report Presentations
(a) Paradise Advertising – Cedar Hames
Clint Arlington, Paradise Advertising and Marketing
Reviewed several print advertising projects including co-op advertising, ads
targeting meetings, and “other”
“Niche” pages have been developed which target golf, and are also being
developed for wedding packages, spa packages, and boating.
“Cold Snap” campaign was reviewed; target markets include Boston, New York
City, Philadelphia, Chicago, Cleveland and St. Louis
(b) Television ads – Dave DiMaggio, Paradise Advertising and Marketing
Market has changed; also targeting Spanish-speaking market
Slogan: “Florida’s Last Paradise” remains, but is refreshed
Now defined through visitor’s eyes and experience
New single-subject ads have tested well according to recent focus group reports
(a) Director’s Report – Jack Wert
Tourist tax collected – very similar to 2006 figures – above projections
Klages Research - Statistics positive for 2007
(b) Smith Travel Report
Occupancy is up for destination and for the upscale group of properties
Average Daily rate and RevPAR were up also
Performance for the first month of season is very good
(c) Search Engine Report
Recommendations to assist search engines “key words” to locate our site more
(d) Website Results Report
February 26, 2007
Significant increase in visitors to our website – people who searched and spent
time viewing, and detailed most active days for inquiries
Proposal to the TDC
Mr. Wert proposed examining a specific objective during future meetings to obtain input from
each Council member as a brain-storming session to determine not only possible changes for the
remainder of this year, but to give staff a perspective of how to proceed for the coming year.
He suggested that next month the Council could review the first objective, “Defining Unique and
Desirable Brand.” He would ask the agency to present an overview of how the brand is
performing. He stated it would be helpful to hear the point of view of the Council members, and
he would like to add it as an agenda item for each month.
IX. Detailed Staff Reports
(e) Sales Manager Report – Debi Debenedetto, presented by Niccole Haschak, Sales and
In January, 20 requests for proposals were sent to hotel partners
7,247 room nights were booked by one company - the lead was generated through
direct contact by Ms. Debenedetto with a meeting planner whom she met while
attending a conference
General inquiries have increased; and an increase in trade show planners
“Sea shell fortune” is the new promotional item – “We will be meeting soon in
Special Booking: Destination Marketing Association, International Group, has
chosen Naples for its annual CEO Forum in May, 2008 (60 domestic and
international CEOs will attend)
(f) P.R. Manager Report – JoNell Modys
In February, The New York Times ran a story on the HSMAI gold medal won by the
Worked with the travel editor for Woman’s World Magazine (circulation: 1.6M +)
on a two-page color publicity feature that utilized the branding name, “Discover the
Paradise Coast,” and mentioned Naples, the Corkscrew Swamp Sanctuary, Marco
Island, and several local events including the Naples Wine Festival
Met with Editor of Big Apple Parent Magazine – the resulting story featured the
nature of the Naples area as a lure for family vacations, and appeared in four issues
including the West Chester Parent
(g) Film Coordinator Report – Maggie McCarty
Sports Stuff utilized the North Collier Regional Water Park as a background for a
recent photo shoot
SteinMart, Silouettes, Centex Homes also had photo shoots in the Naples area
February 26, 2007
A production team for a potential TV pilot, “Hurricane Chad,” is very interested in
filming in the Naples area and has been impressed by the variety of locations
Working with Film Florida, monthly ads are placed in industry publications to
advise filmmakers and studios that money and incentives are available to film
in the Naples area
Has begun cataloging images through “Reel Scout,” and has received requests
directly from that effort with good feedback
Will host the first annual fish fry in downtown Austin, TX for the benefit of Texas
(h) Sports Marketing Report – Ralph Pryor
1st quarter of fiscal year – partnered with Lee County for the Senior Softball USA
Winter Nationals – 300 visitors; economic impact was estimated at approximately
For this quarter, 14 events are scheduled; over 10,000 visitors are anticipated with
spending impact for the area estimated at approximately $800,000 and potential tax
revenues generated of approximately $10,000
Athletic events represent approximately 25 % use of the facility
(i) Phase V – Fulfillment & Call Summary – Ginny DeMas
Statistics for 2007 calendar year: total inquiries 6,199 (less than January, 2006)
Leading states: Florida, New York, Georgia, Illinois, Ohio, and Tennessee
Countries: USA, Canada, England, India, and Germany
5,113 Special mailings; 45 press kits; 13 hotel accommodations
Website: 367,112 hits (increased 88,241 from January, 2006)
Unique visits: 94,903 (January, 2006 – 40,137)
X. Announcements – NONE
XI Audience Input & Discussion – NONE
XII. Council Discussion – NONE
XIII. Next Meeting Date/Location – March 26, 2007 – Collier County Government Center,
Administration Bldg. F, 3rd Floor, 3301 Tamiami Trail, Naples, Florida 34112
There being no further business for the good of the County, the meeting was adjourned by the
order of the Chair at 11:30 AM.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Chairman Jim Coletta
February 26, 2007
These Minutes were approved by the Chairman on ____________________________, 2007, as
presented _______, or as amended ________.