HomeMy WebLinkAboutMeeting Packet
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
Wednesday, July 8, 2015
St. Lucie County Administration Building
3rd Floor Conference Room
2300 Virginia Avenue, Fort Pierce
12:30 p.m.
PLEASE NOTE LOCATION & TIME OF MEETING
1. Call to Order ....................................................................................................... Commissioner Dzadovsky
2. Roll Call ............................................................................................................................... Darius McPhall
3. Self-Introductions ............................................................................................... Commissioner Dzadovsky
4. Approval of Minutes from June 10, 2015 ........................................................... Commissioner Dzadovsky
5. Public Comment… .............................................................................. ……… Commissioner Dzadovsky
6. Financial & Web Report ....................................................................................................Charlotte Bireley
a. May 2015 Revenue and P & L Report
b. May 2015 Monthly Expenses vs. Revenue Comp Report
c. June 2015 Website Activity Report
7. Heathcote Botanical Gardens ............................................................................................. Robyn Goldman
8. FAM Tour Follow Up .......................................................................................................Charlotte Bireley
9. Other Business .................................................................................................... Commissioner Dzadovsky
10. Adjournment ....................................................................................................... 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, June 10, 2015 ◊ 12:30 P.M.
MINUTES
Members present: Commissioner Chris Dzadovsky, Chairman
Marilyn Minix, Roadrunner Travel Resort
Michelle MacNichol, Perfect Drive Golf Villas
Commissioner Rufus Alexander, City of Fort Pierce
Clive Daem, Dockside Inn
Vice-Mayor Linda Bartz, City of Port St. Lucie
Terissa Arronson, St. Lucie Co. Chambers
Members absent: Paul Taglieri, St. Lucie Mets
Chris Egan, Vistana’s Beach Club – Sheraton PGA
Staff present: Katherine Barbieri, St. Lucie County Attorney
Charlotte Bireley, St. Lucie County Tourism & Venues
Darius McPhall, St. Lucie County Tourism & Venues
Also present: Amanda Thompson, SLC ERD
Amy Griffin, SLC ERD
Jennifer Evans, SLC ERD
Michael Middlebrook, SLC ERD
Emily McHugh, SBDC@IRSC
Rick Hatcher, TCSC
Billy Gibson, Motorized Kayak Adventures
Cathy Gibson, Motorized Kayak Adventures
Chuck Barracbugh, SLC ERD –Greenway Trails
Paul Schall, Caldwell Banker Paradise Ft. Pierce
Kim Delaney, TCRPC
Laura O’Brien, PSL Civic Center
Margaret Eiermann, SLC Tax Collector
Sandra Bogan, ERD and Oxbow
Ed Matthews, Parks, Recreation and Facilities
1. CALL TO ORDER: Commissioner Dzadovsky called the meeting to order at 12:35
PM.
2. ROLL CALL: Darius McPhall called roll.
3. GUESTS INTRODUCED THEMSELVES:
Guests introduced themselves.
4. APPROVAL OF MINUTES
The minutes from May 13, 2015 were approved.
Tourist Development Council Meeting ◊ June 10, 2015
5. PUBLIC COMMENT:
No public comments.
6. FINANCIAL REPORT & WEB REPORT:
Charlotte Bireley reported that the tourist tax revenue for April 2015 was up 17%
compared to April of 2014. Year to date revenues are up 13.5%.
Charlotte reported an increase in website activity of the St. Lucie County Tourism
web site for the month of April of about 2000 visits in comparison to last year.
Charlotte also informed the TDC that she was working with the web master to have a
new website up by the new fiscal year. She also briefly described the Monthly
Expenses vs. Revenue Comp Report and the Revenue Comp Report.
7. 2016 Proposed Budget:
Charlotte Bireley first began the presentation with stating that our budgeted
proposed budget amount needed to be increased due to our increased revenues. The
Office of Management and Budget increased our yearly tax revenue proposed budget of
$500.000.00 to $550.000.00 for the 2016 fiscal year.
She also stated that there may be increase in personnel due to a restructuring of
Tourism moving out of the Parks operations. The increase will be of a full absorption of
both employee salaries funded by the TDC.
Charlotte also listed the different line items that will be requesting additional
funding. Software support this line item will focus on the webcam expansion for the city
of Port Saint Lucie and the online search engine for the county. The Dues and
Membership line item increased due to the fact, that our revenues have increased our
level of membership category has changed and increased in cost. The line item of
Contract Services shows an increase in funding due new projects such as a of Visitor
Study and a Visitor App. Printing showed an increase due to and update and the
reprinting of our map brochure. An increase in Promotional Activities and Entertainment
shows an increase in the budget for the 2016 fiscal year for the proposed FAM tour of
the city of Port Saint Lucie. The Promotional Advertising line item showed a proposed
expansion to expand digital media efforts. Also, lastly an increase to the Treasure Coast
Sport Commission to attract sporting events to the area.
After Charlotte gave an in-depth line by line explanation of the 2016 proposed
budget, she then presented total proposed budget for the 2016 fiscal year of
$734,000.00 dollars with another $207,000.00 in reserves.
Michelle MacNichol requested an additional $25,000 from Reserves be moved
into the Promotional Advertising line item budget, bringing the total proposed amount for
Promotional Advertising to $200,000. The new reserve amount still complies with the
TDC policy.
Page 2 of 4
Tourist Development Council Meeting ◊ June 10, 2015
Commissioner Alexander motioned to approve the proposed budget for TDC and
requested the Board of County Commissioners consider the recommendation for final
approval. Vice Mayor Linda Bartz seconded the motion. Motioned Passed unanimously.
8. St. Lucie/Martin Regional Waterways Plan:
Kim Delany presented from the Treasure Coast Regional Planning Council who
has served as the project manager for the waterways project for Saint Lucie and
Martin County. Delaney first gave a brief history of the waterways and the process to
develop the waterways plan that included extensive public involvement, education,
and master planning to address the broad range of issues and stakeholder interests.
Her presentation then went into the an overview of the major waterway systems
in Marin and St. Lucie counties, including the Indian River Lagoon, St. Lucie River,
Lake Okeechobee, ICW, and varied creeks and tributaries as well as man-made
canals. She then broke down and explained how through these waterways marine
transportation is an invaluable benefit. It was also highlighted how the waterways
provide an unparalleled amenity for residents, businesses, and visitors. Delaney then
led into how the land use component of the waterways plan was focused on eight
waterfront centers selected by the project steering committee, and how the public
was highly supportive of these on-going redevelopment efforts. The presentation also
included a demographic and economic overview of Martin and St. Lucie Counties and
their select waterfront centers regarding growth trends, land use mix, baseline
conditions, and projected market demands and absorption.
Delany ended the presentation with the long-range planning document that
provides a broad array of recommendations regarding programs, projects, and inter-
agency synchronization to expand economic health and improve quality of life for the
residents of the region as well as visitors.
9. St. Lucie County Airport Marketing Plan:
John Wiatrak first provided information on his background. He then gave
background history on the airport and presented the economic condition and
challenges that the airport faced during the recession. He highlighted the asset
overview of the airport and how the assets differed from surrounding airports and how
those assets made the St. Lucie Airport unique and different from our competitors.
Through those assets he provided the TDC with future plans of growth and
improvements. Some the improvements he mentioned security, airfield upgrades,
new terminal, and new CBP building and revenue creation.
Wiatrak also included in the presentation the airport rebranding and the renaming
of the “Treasure Coast International Airport & Business Park”. The airport rebranding
will include improved U.S customs site, airport fire and rescue, fuel farm and
proximity to rail, port and interstate. He also stated that they were in the process of
redeveloping the website.
Page 3 of 4
Tourist Development Council Meeting ◊ June 10, 2015
10. Other Business:
Amy Griffin from Environmental Resources Department gave a brief history of the
environmental resources in Saint Lucie County. She also had members from the
department to show different preserves, greenways and trials on the different maps.
He showed different improved maps that should a lot of the unknown resources.
Charlotte Bireley presented the new webcams in Fort Pierce to the TDC. She
encouraged everyone to link the webpages of the webcams to their different
websites.
11. Adjournment:
Meeting adjourned at 2:41PM.
Page 4 of 4
TDC May 2015 Variance
P & L Report Actual Budget Budget
Bed Tax Revenue 45,070$ 40,000$ 13%
Carry Forward 19,602$ 19,602$ 0%
Interest 42$ 42$ 0%
Total Revenue 64,714$ 59,644$ 8%
Direct Expenses
Salaries 7,461$ 5,366$ 39%
Benefits 2,965$ 2,202$ 35%
Other Contract Services 7,032$ 1,667$ 322%
Software Support 249$ 1,792$ -86%
Travel -$ 583$ -100%
Communications 374$ 83$ 349%
Postage 834$ 1,000$ -17%
Printing -$ 1,833$ -100%
Promotional Activities -$ 250$ -100%
Promotional Entertainment -$ 1,083$ -100%
Office Supplies -$ 83$ -100%
Dues 906$ 100$ 806%
Aid -$ 12,500$ -100%
G & A 5,156$ 5,156$ 0%
Materials Center 52$ 83$ -38%
Promotional Advertising 18,000$ 13,750$ 31%
Tax Collector 1,218$ 1,218$ 0%
Total Direct Expenses 44,247$ 48,750$ -9%
Net Income 20,466$ 32%
TDC Year to Date 2015 YTD as of
5/31/2015 Annual Variance
P & L Report Actuals Budget Budget
Bed Tax Revenue 512,470$ 500,000$ 2%
Carry Forward 156,817$ 235,225$ -33%
Interest 336$ 500$ -33%
Total Revenue 669,622$ 735,725$ -9%
Direct Expenses
Salaries 42,992$ 64,390$ -33%
Benefits 15,062$ 26,420$ -43%
Other Contract Services 12,752$ 20,000$ -36%
Software Support 19,149$ 21,500$ -11%
Travel 3,709$ 7,000$ -47%
Communications 692$ 1,000$ -31%
Postage 9,340$ 12,000$ -22%
Printing 20,412$ 22,000$ -7%
Promotional Activities 2,067$ 3,000$ -31%
Promotional Entertainment 418$ 13,000$ -97%
Office Supplies 125$ 1,000$ -88%
Dues 3,709$ 1,200$ 209%
Aid 127,500$ 150,000$ -15%
G & A 41,248$ 61,868$ -33%
Materials Center 772$ 1,000$ -23%
Promotional Advertising 116,796$ 165,000$ -29%
Tax Collector 9,654$ 14,616$ -34%
Total Direct Expenses 426,397$ 584,994$ -27%
Net income 243,225$ 36%
REVENUE VS. EXPENSE COMPARISON REPORT
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2
3
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5
6
7
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18
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A B C D E F G H I J K L
FY 2012 FY 2013 FY 2014 FY 2015
Revenue/Expenses Revenue/Expenses Revenue/Expenses Revenue/Expenses
Oct 34,656/17,640 Oct 29,907/64,915 Oct 37,747/59,908 Oct 36,505/26,241
Nov 32,747/43,190 Nov 31,030/21,990 Nov 38,322/33,206 Nov 40,217/69,602
Dec 45,207/47,851 Dec 38,317/41,879 Dec 43,340/35,143 Dec 50,417/38,845
Jan 62,149/62,997 Jan 53,040/114,083 Jan 65,220/99,342 Jan 74,046/104,150
Feb 62,755/66,434 Feb 63,715/44,793 Feb 92,615/54,995 Feb 97,234/43,806
Mar 74,093/48,398 Mar 78,681/74,028 Mar 122,457/58,448 Mar 109,221/51,665
Apr 42,544/45,358 Apr 47,873/43,389 Apr 51,043/22,700 Apr 59,760/47,839
May 35,044/14,347 May 36,763/39,537 May 39,488/17,578 May 45,070/44,247
Jun 36,522/30,799 Jun 36,026/42,975 Jun 40,300/38,109 Jun
Jul 40,995/33,083 Jul 37,501/42,929 Jul 46,119/90,391 Jul
Aug 40,995/17,840 Aug 33,897/17,838 Aug 38,691/25,846 Aug
Sep 28,070/15,302 Sep 31,214/34,978 Sep 26,413/31,450 Sep
TOTAL 535,777/443,163 TOTAL 517,694/583,715 TOTAL 602,981/567,117 TOTAL 512,470/426,397
TDC Website Visitor Summary
www.visitstluciefla.com
2013 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
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%
2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Visits 12,183 14,343 14,114 9,642 8,990 12,628 10,378 8,963 7,578 7,459 7,514 10,570 124,362
Pageviews 33,558 37,766 37,652 24,667 22,694 30,011 26,661 22,454 18,808 17,756 20,954 25,658 318,639
Bounce Rate 54%56%56%56%57%60%58%59%59%60%61%61%58%
Avg Time 2:33 2:01 2:03 2:03 1:58 1:43 2:02 1:57 1:58 1:52 1:53 2:01 2.00
New Visits 83%85%83%82%82%84%81%80%82%83%83%84%83%
2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Visits 14,865 15,849 18,593 10,851 10,572 18,151 88,881
Pageviews 36,667 37,505 42,836 25,700 24,525 33,831 201,064
Bounce Rate 59%61%64%63%63%73%64%
Avg Time 1:59 1:48 1:41 1:44 1:46 1:17 1:47
New Visits 83%84%86%84%83%85%84%