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Florida
Ft: Pierce • Port $t:: Lucie
Hutchinson Island
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
MEETING AND STRATEGIC PLANNING WORKSHOP
Wednesday, May 30, 2012
Indian River State College, Brown Center for Innovation (Building Y)
3209 Virginia Avenue, Fort Pierce
11:30am
(PLEASE NOTE LOCATION AND TIME)
1. TDC Member Luncheon (I 1:30am)
2. Call to Order (12:00 Noon)..................................................................................... Commissioner Mowery
3. Roll Call...............................................................................................................................Jennifer Garrity
4. Approval of Minutes from April 11, 2012.............................................................. Commissioner Mowery
5. Financial & Web Report ....................................................................................................Charlotte Bireley
a. March 2012 Revenue and P & L Report
b. Website Analytics
STRATEGIC PLANNING WORKSHOP
6. Welcome & Introductions.........................................................................................................Thorn Epsky
7. Our History & Synopsis of Where We Have Been............................................................Charlotte Bireley
8. Where Do We Go From Here?.................................................................................................Thom Epsky
a. Survey Data and Results
b. Our Vision Statement
c. Our Mission Statement
9. Moving Forward and Action Steps ..................................................... Thorn Epsky / Charlotte Bireley
10. Approval of Strategic Planning Outcomes ......................................... Thom Epsky / Charlotte Bireley
11. Adjoununent(5:00pm)...........................................................................................CommissionerMowery
Please note — Meetings are recorded.
Anyone with a disability requiring accommodation to attend this meeting should contact the St. Lucie
Tourism Office at (772) 462-2130 or TDD (772) 462-1428 at least forty-eight (48) hours prior to the
meeting.
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Wednesday, April 11, 2012 0 1:30 P.M.
MINUTES
Members present: Commissioner Chris Dzadovsky, Chairman
Vice -Mayor Linda Bartz, City of Port St. Lucie
Commissioner Tom Perona, City of Fort Pierce
Michelle MacNichol, Perfect Drive Golf Villas
Marilyn Minix, Road Runner Travel Resort
Chris Egan, Vistana's Beach Club — Sheraton PGA
Ryan O'Connor, Sandhurst Hotel
Members absent: Linda Cox, St. Lucie County Chamber
Paul Taglieri, St. Lucie Mets
Staff present: Charlotte Bireley, Tourism Development Manager
Katherine Barbieri, Assistant County Attorney
Jennifer Garrity, Recording Secretary
Also present: Laura Thomas, Homewood Suites
Al Schollianos, Castle Pines/Vision One
Laura O'Brien, Port St. Lucie Civic Center
Rich Nalbandian, Treasure Coast Sports Commission
Tom Colucci, Treasure Coast Sports Commission
1. CALL TO ORDER: Commissioner Dzadovsky called the meeting to order at 1:37
PM.
2. ROLL CALL: Jennifer Garrity called roll.
3. SELF INTRODUCTION OF GUESTS:
Attending guests identified themselves.
4. APPROVAL OF MINUTES
The minutes from March 14, 2012 were approved.
5. FINANCIAL REPORT & WEB REPORT
Charlotte Bireley reported that February 2012 revenue was up 2% compared to
February 2011. Year to date revenue is up 12%.
Charlotte Bireley provided the TDC with a report on the activity of the St. Lucie
County Tourism web site. Website activity report attached.
Tourist Development Council Meeting 0 March 14, 2011
6. 2012 METS SPRING TRAINING WRAP UP
Moved to next TDC meeting.
7. STRATEGIC PLANNING WORKSHOP
Charlotte Bireley presented the proposed timeline for the May 30th Strategic Planning
Workshop Session. Presentation attached.
8. NATIONAL TOURISM WEEK 2012
Charlotte Bireley presented the itinerary for National Travel and Tourism week May
51h to May 13th, 2012. Presentation attached.
9. OTHER BUSINESS
Commissioner Dzadovsky mentioned the meeting with Martin and Indian River
county Tourism officials regarding co-op opportunities to market the area's assets.
Commissioner Perona spoke about the new business venture called Monkey Ropes.
Tom Colucci from the Treasure Coast Sports Commission mentioned the FHSAA
High School baseball state tournament being played at Digital Domain.
Marilyn Minix announced that the State of Florida will be returning the Spanish
Galleon Gold back to the St. Lucie County Historical Museum.
10. PUBLIC COMMENT
None
11. ADJOURNMENT
Meeting adjourned at 2:22 PM.
Page 2 of 2
TDC Mar. 2012
Variance
YTD
March
P & L Report
Actual
Budget
Budget
Actuals
Budget
Variance
Bed Tax Revenue
$ 74,093
$ 52,360
42%
$
311,607
$
220,660
41%
Carry Forward
$ 19,042
$ 19,042
0%
$
114,252
$
114,251
0%
Interest
$ 250
$ 250
0%
$
1,500
$
1,500
0%
Total Revenue
$ 93,385
$ 71,652
30%
$
427,359
$
336,411
27%
Direct Expenses
Salaries
$ 4,901
$ 5,310
-8%
$
31,000
$
26,550
17%
Benefits
$ 641
$ 1,593
-60%
$
8,598
$
7,965
8%
Other Contract Services
$ 40
$ 5,883
-99%
$
41,605
$
29,415
41%
Software Support
$ -
$ 883
-100%
$
9,600
$
4,165
130%
Travel
$ 2,302
$ 500
360%
$
4,979
$
2,500
99%
Communications
$ 186
$ 83
124%
$
923
$
415
122%
Postage
$ 1,019
$ 417
144%
$
3,902
$
2,080
88%
Printing
$ -
$ 3,216
-100%
$
23,818
$
16,080
48%
Promotional Activities
$ -
$ 83
-100%
$
803
$
415
94%
Promotional Entertainmen
$ -
$ 83
-100%
$
150
$
415
-64%
Office Supplies
$ 23
$ 42
-44%
$
285
$
210
36%
Dues
$ -
$ 83
-100%
$
760
$
415
83%
Aid
$ 15,000
$ 12,500
20%
$
105,000
$
62,500
68%
G & A
$ 2,121
$ 2,121
0%
$
12,726
$
10,605
20%
Materials Center
$ -
$ 83
-100%
$
74
$
415
-82%
Promotional Advertising
$ 20,948
$ 6,250
235%
$
34,987
$
31,250
12%
Tax Collector
$ 1,217
$ 1,217
0%
$
7,302
$
6,085
20%
Total Direct Expenses
$ 48,398
$ 40,347
20%
$
286,511
$
201,480
42%
Net Income
$ 44,987
48%
$
140,848
33%
YTD as of
TDC Year to Date 2012
3/31/2012
YTD
Variance
P & L Report
Actuals
Budget
Budget
Bed Tax Revenue
$
311,607
$
374,000
-17%
Carry Forward
$
114,252
$
228,501
-50%
Interest
$
1,500
$
3,000
-50%
Total Revenue
$
427,359
$
605,501
-29%
Direct Expenses
Salaries
$
31,000
$
63,720
-51%
Benefits
$
8,598
$
19,120
-55%
Other Contract Services
$
41,605
$
70,600
-41%
Software Support
$
9,600
$
10,000
-4%
Travel
$
4,979
$
6,000
-17%
Communications
$
923
$
1,000
-8%
Postage
$
3,902
$
5,000
-22%
Printing
$
23,818
$
38,587
-38%
Promotional Activities
$
803
$
1,000
-20%
Promotional Entertainment
$
150
$
1,000
-85%
Office Supplies
$
285
$
500
-43%
Dues
$
760
$
1,000
-24%
Aid
$
105,000
$
150,000
-30%
G & A
$
12,726
$
25,457
-50%
Materials Center
$
74
$
1,000
-93%
Promotional Advertising
$
34,987
$
75,000
-53%
Tax Collector
$
7,302
$
14,604
-50%
Total Direct Expenses
$
286,511
$
483,588
-41%
Net income
$
140,848
33%