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Home My WebLink AboutMinutes 04-09-2008 ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL MEETING WEDNESDAY ? April 9, 2008 ? 12:30 P.M. MINUTES Members present: Commissioner Doug Coward, Chairman Marilyn Minix, Road Runner Travel Resort Chris Egan, Sheraton’s PGA Vacation Resort at PGA Village Paul Taglieri, St. Lucie Mets Pam Haney, Holiday Inn Express Commissioner Christine Coke, City of Fort Pierce Michelle Berger, City of Port St. Lucie Dr. Chris Taylor, St. Lucie County School Board Diann McDonough, PGA Golf Club (12:42 p.m.) Members absent: None Staff present: Odaly Victorio, Marketing & Public Relations Specialist Katherine Mackenzie Smith, Assistant County Attorney Erick Gill, Public Information Officer Jody Bonet, Cultural Affairs Director Laura Deiderick, Smithsonian Marine Station Ja’ Net Pentz, Recording Secretary Also present: Patricia Crowe, Perfect Drive Golf Villas Michelle Valvano, Perfect Drive Golf Villas George Byfield, Blair Advertising Erica Byfield, Blair Advertising Mark Conrad, Blair Advertising Chris Hamilton, Volo Aviation Tom Colucci, Treasure Coast Sports Commission 1. CALL TO ORDER: Commissioner Coward called the meeting to order at 12:33 p.m. 2. ROLL CALL: Ja’ Net Pentz called roll. 3. SELF INTRODUCTION OF GUESTS: Attending guests identified themselves. 4. APPROVAL OF THE MINUTES FROM THE JANUARY 9, 2008 MEETING. Marilyn Minix motioned to approve the minutes and the motion was seconded by Christopher Egan. The motion carried unanimously. 5. PRESENTATION BY BLAIR ADVERTISING Tourist Development Council Meeting ? April 9, 2008 George Byfield gave an overview of different marketing ideas. He was looking for Board direction on what ideas to pursue. Commissioner Coward suggested that the agency work with staff to itemize each idea and put a dollar amount on it and bring it back to the TDC. At that time, the TDC Board can determine which ones to pursue. The TDC Board recommended scheduling a special meeting in April for further discussion. 6. PRESENTATION BY TREASURE COAST SPORTS COMMISSION Tom Colucci went over the Economic Impact Summary Report. It was motioned by Christine Coke to allow the Treasure Coast Sports Commission to reallocate $20,000.00 from 100% administration to up to $10,000.00 the I.B.C. baseball event to the area and the remainder goes towards administration assistance and seconded by Marilyn Minix. Commissioner Coward suggested making $10,000.00 the minimum to provide flexibility so that as we figure out how much County staff time can supplement it, we may be able to push a little more of the money towards the event. The motion carried unanimously as amended by the suggested change. 7. UPDATE ON CURRENT REVENUE STATUS Due to time constraints, the following was not discussed so that the consultant could have more time for his presentation. The following was provided in the packet: Revenue for December 2007 was down 6.89%. January revenue was up 9.57%. Estimating very conservatively, we could end the year down close to 6% at $483,000. The next few months will bring the financial forecast into better focus. Update: Revenue was not available at the time the packet was being prepared. According to Smith Travel the 2007 occupancy rate was down 11.8% to 55.3%. They reported the month of December was down .9% to 46.4% from 46.8% in December 2006. January 2008 was reported down 0.2% to 57.7% from 57.9 in January 2007. The average daily rate in 2007 declined by 2.5% to an average daily rate in St. Lucie County of $92.86. Update: According to Smith Travel Research occupancy declined 2.3% in February to 69.4% from 71.1% in 2007. The average daily room rate declined 2.1% to $103.97 from $106.12. The tentative rollover or carry-over from the FY 06/07 budget exceeds $70,000. Staff recommends maintaining half or $35,000 in reserve until we see how the year trends. One upcoming unbudgeted expense is our attendance at this year’s Police & Fire Games in Sarasota to promote the area and encourage bookings in our county for next year’s games. An e-mail to hoteliers was sent earlier this week to see if there was interest in participation and/or cost sharing. At this time, there is none. Another potential expense is a series of FAM tours in late summer followed by a media event in New York late this summer or early fall. 8. MARKETING & PUBLIC RELATIONS REPORT Page 2 of 4 Tourist Development Council Meeting ? April 9, 2008 Due to time constraints, the following was not discussed so that the consultant could have more time for his presentation. The following was provided in the packet: Advertising Report: Ongoing: -Visit Florida’s Official Vacation Guide (400k circ) (new copy started distribution in January) -Welcome Center Brochure Distribution -Visit Florida’s International Planner (100k circ) (co-op with Martin & Indian River Counties) Since January: -Interactive Campaign (keyword/sponsored searches) started in December. -Visit Florida web banner started running in January until we reach 350k impressions -Play Florida Golf program begins which includes brochure distribution at various tradeshows. Show cities in January included: Columbus & Cincinnati. In February show cities included: Chicago, DC, Kansas City, Rochester, Boston and Somerset, NJ among others. In March the show cities include: Detroit, Long Island, Lansing and Buffalo. This program includes a two-page spread ad with an additional page of advertorial and a web banner on the playfla.com website. -St. Lucie County Chamber Annual Guide rd -Echo Encounters issue released on March 3 to 200k instate readers. This is a co-op with Martin and Indian River Counties. -Pre-roll on http://www.jimbreuer.com/. A 15 sec spot prepared by SLCTV that plays the month of March whenever people click on the “comedy channel” button. (added to program) -A 30 sec spot playing at Tradition Field promoting the area and its other “things to do”. th -Attendance at Boston Globe Travel Show February 22-24. nd -Attendance at New York Times Travel Show February 29-March 2. Upcoming: -Interactive Campaign continues. -Full page ad in Real Florida which is distributed to 50k people interested in Florida State Parks. This is a co-op with Indian River County. -Four page ad in the International Planner which is distributed to 100k people in three languages overseas. Marketing & Public Relations Report: ? Multiple appearances on the “Today Show” in the audience holding our banner thth on February 27 and on March 5. th ? Interview with Budget Travel on February 28 with Beth Collins. ? Meeting with Lloyd Carroll of the Queens Chronicle. Page 3 of 4 Tourist Development Council Meeting ? April 9, 2008 th ? Segment on Sirius Satellite Radio “Jim Breuer Unleashed” show on March 4. th ? Meeting with New York Metro Parents on March 5 with Judy Antell. ? Visited multiple travel agencies in the New York area delivering Al’s Family Farms Oranges to very grateful agents. From the canceled agenda… ? In mid-January, we again hosted the authors of Drive I-95. A room was generously comped by the Fort Pierce Hampton Inn & Suites and we hosted their dinner at Domenick’s Corner Bar & Grill in Fort Pierce. ? The County hosted the first Treasure Coast International Film Festival in early February that had over 1,200 participants with over 30 confirmed room nights and immeasurable exposure to our area to up and coming filmmakers. ? A documentary, “Ways to Save the Planet” returned to film another segment of the production (third time). In mid-February we are expecting to have a County Music video shoot in various locations in the County. ? Press releases circulated in the New York and Boston area have generated interest. Already three appointments for interviews are set and various others are in the works. Al’s Family Farms has graciously agreed to ship oranges for our use when making these sales calls. 9. OTHER BUSINESS/PUBLIC COMMENT None 10. ADJOURNMENT The meeting adjourned at 2:05 p.m. Page 4 of 4