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Home My WebLink AboutAgenda 09 09 2014vIJ'%~Rl~~~l~i'B ~ ~ ~ o ~ ~ ~~Ot"IC,~a Ft. Pierce • F~art St. Lucie • fiutchinson Island ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL Tuesday, September 9, 2014 St. Lucie County Adininistration Building. 3rd Floor Conference Room 2300 Virginia Avenue, Fort Pierce 1:30 p.m. ~P~,~AS~ ~oT~ ~~E~i~v~ ~~~E~ 1. Call to Order ....................................................................................................... Coirunissioner Dzadovsky 2. Roll Call ............................................................................................................................... Darius McPhall 3. Self-Inh•oductions ............................................................................................... Commissioner Dzadovsky 4. Approval of Minutes fi•om July 9, 2014 ............................................................. Commissioner Dzadovsky 5. Public Coirunent ... .............................................................................. ......... Commissioner Dzadovsky 6. Financial & Web Report ....................................................................................................Charlotte Bireley a. June & July 2014 Revenue and P& L Report b. July & July Monthly Expenses vs. Revenue Comp Report c. July & August Website Activity Report 7. Presentation fi•om Treasure Coast Sports Coimnission Executive Director ............................ Riclc Hatcher 8. Web Cain Update .............................................................................. Chas•lotte Bireley & Dean Kubitschek 9. 2015 Proposed Marketing & Public Relations Plan .....................................Charlotte Bu•eley & Erick Gill 10. Other Business .................................................................................................... Commissioner Dzadovsky 11. Adjourmnent ....................................................................................................... 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 kno~vn 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, July 09, 2014 0 1:30 P.M. MINUTES Members present: Commissioner Chris Dzadovsky, Chairman Commissioner Rufus Alexander, City of Fort Pierce Marilyn Minix, Roadrunner Travel Resort Michelle MacNichol, PerFect Drive Golf Villas Chris Egan, Vistana's Beach Club - Sheraton PGA Paul Taglieri, St. Lucie Mets Members absent: Teresa Arronson, St. Lucie County Chamber of Commerce Vice-Mayor Linda Bartz, City of Port St. Lucie Clive Daem, Dockside Inn Staff present: Heather Young, St. Lucie County Attorney Charlotte Bireley,St. Lucie County Tourism & Venues Darius McPhall, St. Lucie County Tourism & Venues Also present: Richie Colletti, The Inlet/Beachfront Inn Tracey Williams, WJOC 106.5 F.M._ T.A. Wyner, Sunnier Palms Jacqueline Foshaj, Sunnier Palms Emily McHugh, IRSC Brian R. Paul, The Inlet Anne Satterlee, Sunrise Theatre Chelsie Hewitt, Beach Front Inn 1. CALL TO ORDER: Commissioner Dzadovsky called the meeting to order at 1:30 PM. 2. ROLL CALL: Darius McPhall called roll. 3. SELF INTRODUCTION OF GUESTS: Attending guests identified themselves. 4. APPROVAL OF MINUTES The minutes from June 11, 2014 were approved. 5. PUBLIC COMMENT: No public comments. 6. FINANCIAL REPORT & WEB REPORT: Tourist Development Council Meeting 0 July 9, 2014 Charlotte Bireley reported that May 2014 revenue was up 6% compared to May 2013. Charlotte Bireley gave the report on the revenue for year to date is up 19% from last year. There were no questions on the Profit & Loss report or the Monthly Expenses vs Revenue Comp Report. Charlotte Bireley provided the TDC with a report on the increased activity of the St. Lucie County Tourism web site for the month of June. Bireley explained that the some of the increased activity was tracked to the Central and South Florida region where our TV advertisements were being aired. Website activity report attached. Chris Egan presented a question if the total travel budget would be used this year and was advised by Mrs. Bireley that due to being out on maternity leave and not being able to travel as much, there are more funds available than usual. The entire budget would not be used, but should resume most of its usage next year. Commissioner Dzadovsky did advise that another Commissioner requested that Tourist Tax funds be used to fund a position at the Savannas Campground, however, once the legal department reviewed the terms and use of funds by County Ordinance and Florida Statute, it was decided that funding this position using tourist tax funds was not permissible. 7. Clothing Optional Beach Presentation: T.A. Wyner gave a brief history of the Pro Nudist organization and the legalities of having a clothing optional beach. Wyner further explained that the there is a beach in St. Lucie County that has been identified as the recommendation for a clothing optional beach location. T.A. Wyner presented some of the positive economic impacts that having a clothing optional beach could have on the area. Michelle MacNichol made motion to recommend clothing optional beach to County Commissioners and Marilyn Minix seconded the motion. Motion unanimously passed. Commissioner Dzadovsky directed staff to send a memo to the County Administrator, the Deputy County Administrator and the Director of Parks, Recreation & Facilities requesting action as a result of the motion. 8. Visit Florida Partnership Benefits to St. Lucie County: Charlotte Bireley gave an overview of Visit Florida as a public/private organization and how Partnership offers unique opportunities to St. Lucie County that we would not be able to afford without the partnership. Bireley further explained how we use Visit Florida to market the St Lucie County brand and the impact of having the partnership vs not having the partnership. Page 2 of 3 Tourist Development Council Meeting 0 July 9, 2014 9. Other Business: Commissioner Dzadovsky stated that in a meeting with the other County Commissioners they were presented with an informal business plan for the expansion of the St. Lucie County Airport. Commissioner Dzadovsky presented the council with possible opportunities that Tourism could benefit from through the expansion. Commissioner Dzadovsky also recommended that a letter be sent to all the recipients of TDC capital grant (this including the Navy SEAL Museum, the Backus Gallery and Heathcote Botanical Gardens) to obtain an update on the grant's funding projects and/or feedback on the impact that the grant has had on those venues/attractions. Chris Egan made motion to ask all recipients of the TDC grants to provide information/presentation on the value the grant has had on the venue at October TDC meeting. Marilyn Minix 2"d the motion. Motion unanimously passed. 10. ADJOURNMENT: Meeting adjourned at 2:27 PM. Page 3 of 3 TDC June 2014 Variance P& L Report Actual Budget Budget Bed Tax Revenue $ 40,300 $ 33,250 21% Carry Forward $ 19,262 $ 19,262 0% Interest $ 125 $ 125 0% Total Revenue $ 59,687 $ 52,637 13% Direct Expenses Salaries $ 4,757 $ 5,196 -8% Benefits $ 1,678 $ 2,071 -19% Other Contract Services $ - $ 1,667 -100% Software Support $ - $ 36 -100% Travel $ - $ 583 -100% Communications $ 7 $ 83 -92% Postage $ 802 $ 833 -4% Printing $ - $ 1,833 -100% Promotional Activities $ - $ 250 -100% Promotional Entertainment $ - $ 250 -100% Office Supplies $ 9 $ 83 -89% Dues $ 1,432 $ 83 1619% Aid $ 22,500 $ 7,500 200% G& A $ 5,156 $ 5,156 0% Materials Center $ - $ 83 -100% Promotional Advertising $ 550 $ 14,583 -96% Tax Collector $ 1,218 $ 1,218 0% Total Direct Expenses $ 38,109 $ 41,509 -8% Net Income $ 21,577 36% YTD as of TDC Year to Date 2014 6/30/2014 Annual Variance P& L Report Actuals Budget Budget Bed Tax Revenue $ 491,758 $ 475,000 4% Carry Forward $ 173,354 $ 231,138 -25% Interest $ 1,125 $ 1,500 -25% Total Revenue $ 666,237 $ 707,638 -6% Direct Expenses Salaries $ 41,082 $ 62,350 -34% Benefits $ 15,759 $ 24,857 -37% Other Contract Services $ 12,742 $ 20,000 -36% Software Support $ 9,600 $ 10,000 -4% Travel $ 1,528 $ 7,000 -78% Communications $ 2,019 $ 1,000 102% Postage $ 12,392 $ 10,000 24% Printing $ 21,156 $ 22,000 -4% Promotional Activities $ 2,593 $ 3,000 -14% Promotional Entertainment $ 762 $ 3,000 -75% Office Supplies $ 71 $ 1,000 -93% Dues $ 2,064 $ 1,000 106% Aid $ 135,000 $ 150,000 -10% G & A $ 46,404 $ 61,868 -25% Materials Center $ 118 $ 1,000 -88% Promotional Advertising $ 103,530 $ 175,000 -41% Tax Collector $ 10,962 $ 14,610 -25% Total Direct Expenses $ 417,780 $ 567,685 -26% Net income $ 248,456 37% TDCJuIy 2014 Variance P& L Report Actual Budget Budget Bed Tax Revenue $ 46,119 $ 33,250 39% Carry Forward $ 19,262 $ 19,262 0% Interest $ 125 $ 125 0% Total Revenue $ 65,506 $ 52,637 24% Direct Expenses Salaries $ 4,756 $ 5,196 -8% Benefits $ 1,688 $ 2,071 -19% Other Contract Services $ - $ 1,667 -100% Software Support $ 15,495 $ 36 42510% Travel $ 467 $ 583 -20% Communications $ 33 $ 83 -60% Postage $ 884 $ 833 6% Printing $ 9,469 $ 1,833 416% Promotional Activities $ - $ 250 -100% Promotional Entertainment $ - $ 250 -100% Office Supplies $ - $ 83 -100% Dues $ - $ 83 -100% Aid $ 15,000 $ 7,500 100% G& A $ 5,156 $ 5,156 0% Materials Center $ - $ 83 -100% Promotional Advertising $ 36,225 $ 14,583 148% Tax Collector $ 1,218 $ 1,218 0% Total Direct Expenses $ 90,391 $ 41,509 118% Net Income $ (24,885) -38% YTD as of TDC Year to Date 2014 7/31/2014 Annual Variance P& L Report Actuals Budget Budget Bed Tax Revenue $ 537,877 $ 475,000 13% Carry Forward $ 192,615 $ 231,138 -17% Interest $ 1,250 $ 1,500 -17% Total Revenue $ 731,742 $ 707,638 3% Direct Expenses Salaries $ 45,838 $ 62,350 -26% Benefits $ 17,447 $ 24,857 -30% Other Contract Services $ 12,742 $ 20,000 -36% Software Support $ 25,095 $ 10,000 151% Travel $ 1,995 $ 7,000 -72% Communications $ 2,052 $ 1,000 105% Postage $ 13,276 $ 10,000 33% Printing $ 30,625 $ 22,000 39% Promotional Activities .$;,._ 2,593 $ 3,000 -14% Promotionai Entertainment $ 762 $ 3,000 -75% Office Supplies $ 71 $ 1,000 -93% Dues $ 2,064 $ 1,000 106% Aid $ 150,000 $ 150,000 0% G & A $ 51,560 $ 61,868 -17% Materials Center $ 118 $ 1,000 -88% Promotional Advertising $ 139,755 $ 175,000 -20% Tax Collector $ 12,180 $ 14,610 -17% Total Direct Expenses $ 508,171 $ 567,685 -10% Net income $ 223,571 31% N e ~S. ExpenSes ~Omp Rep°rt K Au~ L SEPv ~p ROv j ExP Revenu 1 Re ~ 163 MonthlY ~ lUL Rev ~ EXp p70'1~J 535,777($443, H Y lUN ~e~ j Exp 3fl2 $ 40 F ~ APR Re j ExP RQV j~xp 33r~83 40,995I17~$ 2 517,964/$583,~15 E NIAR RQ~ f ExP 799 A0,9~5j 214~34,978 $ ~ D !AN FRe I EXp Rev 1 ExP 42,SA4I45,358 35,~44I14~3~7 36~522~30, 75 37 501~42~929 33,S97J17,83g 31' B DEC fte~ ~ Exp A8,39g 537 36,~26/42>9 OCE N~v Exp Rev 1 Ex7 ~49/62,g97 62,755/66r434 74,0931 t~3,389 36,~63I39, 9Q,391 Rev/ r17~~731 38r~09 46,119I Rev 1 ExP 47,g51 62~ 78.681I74,0~$ 7~~g A0,300( A3,190 45,207/ 715I44,793 39 488I1 , 17,64~ 32,747/ g79 53~p40/114~~83 63, q48 51,~43~22,700 3q,656~ 38,317/~1~ 95 122~457(~8~ 21,99~ 615~5~,9 g 29,907I6~~915 31A30/ q 607J~9,3A2 92, 43,340(~5~1~3 8 ~ 9d8 3g,322t33,ZD6 ,a 37,7A7J59, TDC Website Visitor Summary www.visitstl uciefla.com Visits 10,367 12,609 11,133 8,244 10,999 9,098 8,055 7,189 5,733 6,167 6,121 7,803 103,518 Pageviews 28,672 33,134 30,584 22,330 24,144 22,439 21,706 19,198 14,935 16,656 15,472 20,499 269,769 Bounce Rate 54% 57% 56% 62% 66% 60% 57% 57% 56% 56% 58% 57% 58% Avg Time 2:17 2:12 2:52 2:35 2:20 2:00 2:15 2:09 2:07 2:14 2:00 2:07 2:15 New Visits 80% 80% 80% 83% 86% 83% 80% 80% 81% 82% 81% 81% 81% Visits 12,183 14,343 14,114 9,642 8,990 12,628 10,378 8,963 91,241 Pageviews 33,558 37,766 37,652 24,667 22,694 30,011 26,661 22,454 235,463 Bounce Rate 54% 56% 56% 56% 57% 60% 58% 59% 57% Avg Time 2:33 2:01 2:03 2:03 1:58 1:43 2:02 1:57 2.00 New Visits 83% 85% 83% 82% 82% 84% 81% 80% 83%