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ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
Wednesday, October 9, 2013
St. Lucie County Adminishation Building
3`d floor Conference Room
2300 Virginia Avenue, Fort Pierce
1:30 p.in.
(PLCASE NOTE MEETING TIME AND LOCATION)
1. Call to Order ............................................................................... ........................ Commissioner Dzadovsky
2. Roll CaII ...................................................................................... .......................................... Susan Bellamy
3. Self-Introductions ..............:........................................................ ........................ConunissionerDzadovsky
4. .Approval of Minutes from September 11, 2013 ......................... ........................ Commissioner Dzadovsky
5. Public Comment ........................................................................ .................. Commnissioner Dzadovsky
6. Financial & Web Report ............................................................. .......................................Charlotte Bireley
a. August 2013 Revenue and P & L Report
b. Website Analytics
c. 5's Cent Capital Fund Report
7. TDC Sri' Cent Capital Fund Grant Program .................................
8. Indian River Lagoon Crisis Communications .............................
9. Other Business .............................................................................
10. Adjourmnent ................................................................................
.....................................Charlotte Bireley
.....................................Charlotte Bireley
...................... Commissioner Dzadovsky
...................... Commissioner Dzadovsky
VISION STATEMENT
By 2017, the St. Lucie County Tourist Development Council will provide a greater impact in promoting
St. Lucie as a top Florida destination for Eco/Adventure/Agri Tourism; amateur/professional sports; and
other known assets, allowing for increased overnight stays.
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, September 11, 2013 0 1:30 P.M.
MINUTES
Members present: Commissioner Chris Dzadovsky, Chairman
Vice-Mayor Linda Bartz, City of Port St. Lucie
Clive Daem, Dockside Inn
Marilyn Minix, Roadrunner Travel Resort
Linda Cox, St. Lucie County Chamber of Commerce
Chris Egan, Vistana's Beach Club -Sheraton PGA
Paul Taglieri, St. Lucie Mets
Members absent: Commissioner Alexander, City of Fort Pierce
Michelle MacNichol, Perfect Drive Golf Villas
Staff present: Katherine Barbieri, St. Lucie County Attorney
Charlotte Bireley, St. Lucie County
Guy Medor, St. Lucie County
Susan Bellamy, St. Lucie County
Also present: Ray Nau, Melbourne Airport Authority Consultant
Rich Nalbandian, Treasure Coast Sports Commission
Eric Seibenick, Downtown Fort Pierce Farmer's Markey
Alan Hayes, Horseback Tours
1. CALL TO ORDER
Commissioner Dzadovsky called the meeting to order at 1:40 PM.
2. ROLL CALL
Susan Bellamy called roll.
3. SELF INTRODUCTION OF GUESTS
Attending guests identified themselves.
4. APPROVAL OF MINUTES
The minutes from August were approved.
5. FINANCIAL REPORT & WEB REPORT
Charlotte Bireley reported that July 2013 revenue was down 9% compared to
July 2012. Year to date revenue is down 3%.
Tourist Development Council Meeting 0 September 11, 2013
Charlotte Bireley provided the TDC with a report on the activity of the St. Lucie
County Tourism website. Website activity report attached.
Charlotte reported the estimated balance of the 5th Cent Capital fund to be
$158,278.00.
6. WEB CAM PROJECT UPDATE AND NEXT STEPS
Charlotte Bireley presented the Web Cam Project Update and next steps.
Presentation attached. Chris Egan made a motion to approve the project. Charlotte
Bireley requested that excess reserve funds in fiscal year 2014 to be used to fund the
project. Marilyn Minix seconded the motion. The motion passed unanimously.
7. LAWNWOOD FIELD EXPANSION UPDATE
Guy Medor presented the Lawnwood field expansion update. Presentation attached.
8. 2014 PROPOSED MARKETING PLAN
Charlotte Bireley presented the 2014 Tourism Proposed Marketing Plan.
Presentation attached. Linda Cox made a motion to approve the marketing plan.
Marilyn Minix seconded the motion. The motion passed unanimously.
9. OTHER BUSINESS
Chris Egan and Charlotte Bireley mentioned the Today's Show airing a segment
about the gold found off the coast of Fort Pierce.
Linda Bartz spoke of Club Med suspending water activities until the water quality is
better and spoke of the Holocaust exhibit at the Port St. Lucie Civic Center on
October 3, 2013 through October 28, 2013.
Commissioner Dzadovsky discussed the upcoming meeting on Friday September 13,
2013 to educate Commissioners from this county and other surrounding counties on
the Indian River Lagoon's water quality.
Paul Taglieri mentioned the baseball team players buying homes in the county.
10. PUBLIC COMMENT
Rich Nalbandian from the Treasure Coast Sports Commission spoke briefly on the
Martin County BOCC meeting held on Tuesday.
Page 2 of 3
Tourist Development Council Meeting 0 September 11, 2013
Eric Seibenick from the Downtown Fort Pierce Farmer's Market mentioned the
market maintaining partnership with the Tourism Development Council.
Ray Nau from the Melbourne International spoke on the airport trying to help with
funds to make the Lagoon water quality better.
11. ADJOURNMENT
Meeting adjourned at 2:52 PM.
Page 3 of 3
TDC Aug 2013 Variance
P & L Report A ctual Budget Budget
Bed Tax Revenue $ 33,897. 00 $ 27,000 26%
Carry Forward $ 25,552. 00 $ 25,552 0%
Interest $ 250. 00 $ 250 0%
Total Revenue $ 59,699. 00 $ 52,802 13%
Direct Expenses
Salaries $ 4,650.63 $ 5,310 -12%
Benefits $ 667.13 $ 1,718 -61%
Other Contract Services $ 2,000.00 $ 2,916 -31%
Software Support $ - $ 883 -100%
Travel $ 638.00 $ 883 -28%
Communications $ 139.64 $ 83 68%
Postage $ 186.83 $ 583 -68%
Printing $ - $ 2,500 -100%
Promotional Activities $ - $ 250 -100%
Promotional Entertainment $ - $ 250 -100%
Office Supplies $ - $ 42 -100%
Dues $ 795.55 $ 83 858%
Aid $ - $ 12,500 -100%
G & A $ 5,156.00 $ 5,156 0%
Materials Center $ 14.44 $ 83 -83%
Promotional Advertising $ 2,372.91 $ 16,666 -86%
Tax Collector $ 1,217.00 $ 1,217 0%
Total Direct Expenses $ 17,838.13 $ 51,123 -65%
Net Income $ 41,860.87 70%
TDC Year to Date 2013 YTD as of
8/31/2013 Annual Variance
P & L Report Actuals Budget Budget
Bed Tax Revenue $ 486,750 $ 450,000 8%
Carry Forward $ 281,072 $ 306,622 -8%
Interest $ 2,750 $ 3,000 -8%
Total Revenue $ 770,572 $ 759,622 1%
Direct Expenses
Salaries $ 55,472 $ 53,370 4%
Benefits $ 18,768 $ 20,620 -9%
Other Contract Services $ 21,202 $ 35,000 -39%
Software Support $ 9,600 $ 10,000 -4%
Travel $ 3,639 $ 10,000 -64%
Communications $ 1,219 $ 1,000 22%
Postage $ 10,189 $ 7,000 46%
Printing $ 31,398 $ 30,000 5%
Promotional Activities $ 2,957 $ 3,000 -1%
Promotional Entertainment $ 1,707 $ 3,000 -43%
Office Supplies $ 1,110 $ 1,000 11%
Dues $ 1,579 $ 1,000 58%
Aid $ 150,000 $ 150,000 0%
G & A $ 53,681 $ 61,868 -13%
Materials Center $ 1,218 $ 1,000 22%
Promotional Advertising $ 171,612 $ 200,000 -14%
Tax Collector $ 13,387 $ 14,604 -8%
Total Direct Expenses $ 548,737 $ 602,462 -9%
Net income $ 221,836 29%
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St. Lucie County -Fort Pierce, Port St. Lucie & Hutchinson Island
Positive PR Story Ideas
In an effort to combat the negative media coverage that St. Lucie County and the Treasure Coast is
receiving as result of our water quality issues of the Indian River Lagoon and the St. Lucie River, the St.
Lucie County tourism office is hoping to generate positive media coverage that focuses on the many
other assets that the area has to offer to visitors.
Below are some stories angles/ideas. The office is happy to expand if Visit Florida finds that any of these
stories may gain some traction in the media.
• Angle: One of a kind attractions and activities in Florida
o Navy SEAL Museum, Fort Pierce, Florida -Located on North Hutchinson Island in Fort
Pierce, Florida this 13,500 square foot facility is the one and only museum dedicated to
the warfare of the mysterious and elusive US Navy SEALS. The museum features era
exhibits showcasing once classified information, SEAL weapons and wartools as well as
retired Navy SEAL vessels and other unique artifacts. The museum is located just
minutes away from the beaches in Fort Pierce where the original Navy "Frogmen"
trained during WWII. A unique angle for this attraction is the timing of the recently
released "Captain Phillips' movie starring Tom Hanl<s. This movie is based on the true
story of the Captain Richard Phillips and the 2009 hijacking by Somali pirates of the US-
flagged MV Maersl<Alabama,the first American cargo ship to be hijacked in 200
hundred. The actual life vessel used during this Somali hostage situation is on display at
the museum. www.navysealmuseum.com
o Heathcote Botanical Gardens. Fort Pierce, Florida - Home to the James J. Smith Bonsai
Gallery, Heathcote Botanical Gardens proudly features the largest public tropical bonsai
collection in the US -100 bonsai trees are on permanent display. The attraction also
offers themed garden rooms including Palm & Cycad Walk, Herb Garden, Reflection
Garden, tropical perennials, ferns, gingers, bromeliads and other native
plants. www.heathcotebotanical¢ardens.ore
o PGA Museum of Golf at PGA Village, Port St Lucie Florida - One of the world's top golf
exhibits, the PGA Museum of Golf at PGA Village, traces the history of the game with a
showcase of rare golf artifacts that can include the Ryder Cup and PGA Championship
Trophies along with the PGA Golf Professional Hall of Fame. The museum also features
the Probst Golf library full of volumes written about the game, some dating back to
1566. Admission is free. www.ogavilla~e.com
o Horseback Ridin¢ on the Beach Hutchinson Island Fort Pierce Florida -One ofthe only
places in Florida to experience riding a horse on the beach. A once in a lifetime
opportunity. Visitors come from all over the country to experience this unique
opportunity. The ride takes place on one of Florida's rare, undeveloped natural beach
where it's just you, the horse, the sun and the waves. Rides are just $40 per person.
www. beachtou rso n horseback.com
o Environmental Education Attractions -Eco-tourists will appreciate the area's dedication
to protecting the environment through environmental education facilities such as the
Oxbow Eco-Center, Harbor Branch Ocean Discovery Center, St. Lucie County Aquarium
featuring the Smithsonian Marine Ecosystems Exhibit and the Manatee Education and
Observation Center. The area has also preserved nearly 11,000 acres of public land for
recreational enjoyment and nature observation. The City of Fort Pierce recognized its
abundance ofeco-assets and operates the Fort Pierce Authentic Tours program, a
unified effort to showcase all the activities and natural assets that every eco-tourist is
bound to enjoy.
Angle: A beach for just you.
o The beaches in Fort Pierce on Hutchinson Island are open, safe, beautiful, uncrowded and
clean. The County has 21 miles of pristine beach with nearly half designated as public
preservation. This means our area's beaches are not hovering with high rises and filled
with masses of crowds. Our beaches are quiet, isolated and perfect for the visitor who
wants to get away and just enjoy the sound of the waves and the feel the salty ocean
breeze. There's even a designated dog-friendly beach if you like to travel with your furry
companion. Another great treat? All County and City owned beaches offer free
admission and no parking fees. As a matter of fact, there are more than a dozen beach
accesses with ample parking space, restroom facilities and other great amenities.
Angle: World Record Fishing in a Small Town.
o Offshore deep sea fishing is easily accessible through the Fort Pierce Inlet. Located just 7-
10miles out, you'll find the Gulf Stream where the popular game fish bite. Dolphin,
sailfish, swordfish, tuna, wahoo, I<ingtish and more. Bring your own vessel and enjoy the
area's many marinas and waterfront accommodations or hire one of our many offshore
fishing charters to treat you to a day of game fish action. After your day, wind down at a
local watering hole and share your fish tales with the locals. All of this in an uncrowded,
affordable and charming small town destination.
Angle: One of South Florida's Most Underutilized Golf Resorts -perfect for the golfer looking
to improve their game.
o Arrive in Port St. Lucie where the lifestyle revolves around golf and year round fabulous
weather. PGA Village in Port St. Lucie, Florida is the ultimate golf resort destination.
Ranked amongthe'75 Best Golf Resorts' by Golf Digest, PGA Village -St. Lucie includes
54 holes of championship golf at PGA Golf club, masterfully laid out by design legends
Tom Fazio and Pete Dye; the best in golf training at the state-of-art 35-acre PGA Center
for Golf Learning and Performance; and all the history of the PGA's storied existence at
the PGA Museum of Golf; all within one spectacular golf resort that is owned and
operated by The PGA of America. Thousands of hotel rooms surround the resort and
offer rates that won't drain your budget. Or opt for a golf villa, at a very moderate price,
that gives you a true sense of living the golf community lifestyle.
Angle: Vacation on the Beach, On a Budget
o It's not the high-rise, neon-colored South Florida. There are no crowds, no tourist traps.
Just a relaxing, inexpensive beach vacation perfect for couples or families on a budget
who want to get away from the hustle and bustle. Stay at an oceanfront hotel, or rent a
condo with everyday amenities.
Angle: The Treasure is Still Here
o Playing off the recent discovery of $500,000 worth of treasure that was just found 50
yards off the coast of Fort Pierce (the Today Show actually covered this story a cope
weeks ago). Fort Pierce and Hutchinson Island are part of the Treasure Coast-a name
that was coined (no pun intended!) from the hurricane of 1715 that shipwrecked a fleet
of Spanish Galleons dumping millions of dollars of treasure onto the ocean floorjust off
our coast. Want to learn more about the treasure findings and see actual treasure?
More about the area's treasure history and artifacts on display can be found at the St.
Lucie Regional History Center in Fort Pierce. www.stlucieco.~ov/history/index.htm. Or
visit Mel Fisher's Treasure Museum, just up the road in Sebastian.
http://www.melfisher.com/Sebastian/Sebastian Museum.aso. This area is truly a gem,
both figuratively and literally.
Charlotte Bireie
From: Will Seccombe <wseccombe@visitflorida:org>..
Sent: Wednesday, October 02, 207.3 2t33.PM .
To: Charlotte Bireley; Meredith DaSilva; Keyin McGeever; Phillip Ward
Subject: Re: St. Lucie County -- Story Ideas
Charlotte -
Thanks for the information. I am going to pass it along to Kevin NlcGeever and Phillip Ward to see. what we
can do to support you with our freelancers and Insiders.
In the mean-time, please let me or Meredith know what else we can do tohelp you,out.
Best,
Will
J. William Seccombe
President & CEO
VISIT FLORIDA®
850-205-3803
www.VISITFLORIDA.cam
~.
On Wed, Oct 2, 2013 at 12:48 PM, Charlotte Bireley <Birele~(a?sthicieco.org> wrote:
Will,
Good afternoon. .
1'd like #o again thaztlc you for reaching out to me on Monday to gain more insight on the crisis we are facing as
a result of the ongoing negative publicity due to our water quality issues of the Indian River Lagoon and the St.
Lucie River. As T mentioned, both of tliese bodies of water generate millions of dollars in economic impact
simply bocause both offer an array of tourist recreational activities including boating, fishing, yachting, sailing,
kayaking, eco-tours, etc. Many of our tour operators and as well as other tourist-related businesses that rely on
x
tho Lagoon and River are currently experiencing negative impacts on their operations. These negative nupacts
have already reached the hospitality industry including hoteliers, vacation rentals, restaurants, etc. In om•
conversation, I referenced Club Med Sandpiper's (our largest property in the County) message about all water
activities being cancelled on their property until further notice:
We do not have extra funds to combat this with ati aggressive marketing plan, therefore, our current shategy is
to generate positive media coverage about the many other assets that make onr area a truly unique and coveted
destination. As you requested, attached you will find a list of possible stories about our area to pitch. The
County's tourism office employees just 1.5 full time employees, this includes me and my administrative
assistant. Any support that Visit Florida can provide to help us combat this crisis would be much appreciated.
Again, I appreciate your personal attention to this important matter and look forward to working with Visit
Florida and its expertise in helping us combat this crisis, Arty other suggestions from Visit Florida are welcome.
Sincerely,
Charlotte Lombard Bireley
Manager of Tourism & Venues
St. Lucie County
772.462.1539 ofc
772.462.1128 fax
772.480.6375 cell
2000 Virginia Avenue
Ft. Pierce, FL 34982
www.visitstluciefla.com