M E M O R A N D U M



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OFFICE OF THE CITY COUNCIL

Annette R. Hastings 117 WEST DUVAL STREET, SUITE 425

TDC EXECUTIVE DIRECTOR 4TH FLOOR, CITY HALL

OFFICE (904) 630-7625 JACKSONVILLE, FLORIDA 32202

FAX (904) 630-2906

E-MAIL: ANNETTEH@`

February 26, 2013

6:00 p.m.

Duval County Tourist Development Council

TDC Quarterly Meeting Minutes

February 21, 2013

City Hall @ St. James

Council Chamber, First Floor

Meeting Convened: 10:07a.m. Meeting Adjourned: 11:50 a.m.

Council President William Bishop

Council Member Richard Clark-Excused

Council Member Warren Jones

Sonny Bhikha

Henry Fonde-Late Arrival 11:05

MG Orender

David Potts

Fred Pozin

Annette R. Hastings, Executive Director

Phillip Peterson, Council Auditor’s Office

Janice Billy, Assistant Council Auditor

Jim McCain, Assistant General Counsel

Paul Astleford, President & CEO, Visit Jacksonville

Others Present:

Kimberly Morgan, Visit Jacksonville; Kim Ritten, Sr. Director of Sales, Visit Jacksonville; Janice Lowe, Chairman, Board of Directors, Visit Jacksonville; Katie Kurycki, Visit Jacksonville; Polly Govreau, Visit Jacksonville; Rick Catlett, President, Gator Bowl Association; Bill Prescott, Board Directors, Visit Jacksonville; Tonisha Landry-Gaines, Events Manager, City of Jacksonville Special Events; Bishop Hall, Most Worshipful Union Grand Lodge; David Reese, President, Florida’s First Coast of Golf; Donna Deegan, 26.2 with Donna; Amanda Napolitano, 26.2 with Donna.

Call to Order:

Chair Bishop, called the meeting to order at 10:07a.m., noting the presence of a quorum. Chair Bishop stated that he would be changing the order of the agenda and asked Janice Billy, Assistant Council Auditor, to give the TDC Financial Report prior to the presentation of applications.

Review of Minutes:

The minutes from the TDC Meeting of November 15, 2012, were distributed for review. It was moved and seconded that the minutes be approved. Approved 6-0.

TDC Financial Report : Janice Billy, Assistant Council Auditor

➢ Ms. Billy distributed and reviewed the TDC Financial Report for January 2013, as prepared by General Accounting. The amount of bed tax collected in January was $356,205.30 and comparison of collections for last 12 months to prior twelve months the percentage change was 4.70%.

Discussion:

➢ Chair Bishop asked for clarification of the TDC Financial Report as it related to the unallocated cash balance at the end of the month, cash balance end of the month, and the contingency account budget balance.

➢ It was the recommendation of the chair to schedule a TDC workshop to discuss the matter in more detail.

Application Presentations:

1. Jacksonville Jazz Festival 2013

Presenter: Tonisha Landry-Gaines, Event Manager

City of Jacksonville Special Events

Date: May 23-26, 2013 (Memorial Day Weekend)

Location: Downtown Establishments, Hemming Plaza, Main Street, Jacksonville Landing, & Florida Theatre

Grant Amount: $50,000.00

Room Nights: Guarantee 1,750 @ $28.58 per room night

Project 3,500 @ $14.29 per room night

Room Night Rebate: None

Funds Use: Regional & National Promotion/Marketing

Discussion:

➢ Ms. Tonisha Landry-Gaines, Events Manager, made the presentation for Jacksonville Jazz Festival 2013. The funds would be used for regional and national marketing, billboards and the internet.

➢ The TDC discussed the history of the Jacksonville Jazz Festival funding and it was the recommendation of the TDC that the City of Jacksonville find a title sponsor for the event so the event would become self-funded.

➢ Ms. Gaines stated for the record they had been seeking a title sponsor for this year.

➢ Being no further discussion, a motion was made and seconded to amend the maximum amount of the grant to $20,000.00.

TDC Action:

A motion was made and seconded to amend the amount and approve a maximum reimbursement TDC grant award in the amount of $20,000.00 at $10.00 per documented room night, with the condition that the funds to be used for regional and national marketing promotion. Approved 6-0

2. 143rd Annual Grand Session of M.W.U.G.L 2013

(Most Worshipful Union Grand Lodge)

Presenter: Bishop Hall, District Deputy Grand Master

Most Worshipful Union Grand Lodge

Date: April 11-19, 2013

Location: Wyndham

Grant Amount: $18,000.00

Room Nights: Guarantee 1,310 @ $13.74 per room night

Project 1,500 @ $12.00 per room night

Room Night Rebate: None

Funds Use: Transportation Southbank Hotels/Advertising Florida Star

Discussion:

➢ Bishop Hall made the presentation on behalf of the MWUGL.

➢ Being no further discussion, a motion was made to amend the amount of the grant to $15,000.00 at $10.00 per room night.

TDC Action:

A motion was made and seconded to amend the amount and approve a maximum TDC reimbursement grant award in the amount of $15,000.00, at $10.00 per documented room night, with the condition that the funds be used for transportation and advertising.

Approved 6-0.

3. 26.2 with Donna National Marathon to Finish Breast Cancer 2013

Presenter: Ms. Donna Deegan

Date: February 15-17, 2013

Location: Start ATP Tour Blvd/Beaches Finish Mayo Clinic

Host Hotels: Omni Downtown/One Ocean Resort

Grant Amount: $30,000.00

Room Nights: Guarantee 950 @ $31.58 per room night

Project 5,700 @ $5.26 per room night

Room Night Rebate: $5.00 per room night

Funds Use: National Magazine Advertising

Discussion:

➢ Ms. Donna Deegan, founder of 26.2 with Donna made the presentation. Ms. Deegan stated the reason for applying for a TDC grant is the non-profit organization lost national sponsorship grant money intended for this year. The funds were being used to grow this world class event which already has attendees from the fifty states and 22 countries. It was further noted this was the first time since 2008 that Donna had come to the TDC for funding.

➢ Mr. Pozin and Mr. Potts state for the record their concerns for a non-profit to come after the event and asked to be subsidized. It was noted that there had been a miscommunication on the deadline for submission of application to apply for TDC Grant funding

➢ Being no further discussion a motion was made to approve a maximum reimbursement TDC grant in the amount of $30,000.00 at $10.00 per room night with the condition that funds be used to reimburse for national advertising.

➢ Mr. Orender state for the record that his wife served on the Donna Deegan Foundation and would abstain for voting.

TDC Action:

A motion was made and seconded to approve a maximum reimbursement TDC grant award of $30,000.00, at $10.00 per documented room night with the condition the funds to be used for national magazine advertising. Approved 4-1(Pozin)-1(Orender).

4. Visit Jacksonville Marketing Initiative Funds FY 2012-2013

Presenter: Paul Astleford, President, Visit Jacksonville

Grant Amount: $496,343.00

Funds Use: Media Advertising FY 2012-2013

Discussion:

➢ Mr. Paul Astleford, President of Visit Jacksonville, made the presentation. The request was for additional funding for Visit Jacksonville Marketing Initiative Funds FY 2012-2013 in the amount of $496,343.00 to be dedicated only for advertising through the end of FY 2012-2013. An updated advertising plan for the request of funds was distributed to the TDC members for their review and approval. Mr. Astleford noted that the plans for Philadelphia presented previously had been cancelled. The Proposed Media Plan for FY 2012-2013 outlined the following:

o Media Plan Information (Focus on Atlanta Market)

o Florida Budget Comparisons

o Proposed Media Plan Fiscal Year 2012-2013

▪ Leisure Advertising

▪ Meeting Advertising

▪ Convention/Meeting Advertising

➢ Mr. Potts proposed Visit Jacksonville using current unspent dollars budgeted for marketing, advertising and promotion.

➢ Mr. Pozin asked how much of the marketing dollars went for fees and commissions. Ms. Katie Kurycki, Sr. Market Manager, Visit Jacksonville, stated for the record that 100% went for marketing as the agency was on a retainer.

➢ Mr. Pozin proposed amending the funding request to $400,000.00 and Visit Jacksonville to match with existing marketing dollars in the amount of $400,000.00.

➢ Mr. Bill Prescott, Board of Directors, Visit Jacksonville, stated that at the present time the Visit Jacksonville Board was not in a position to allocate dollars.

➢ A motion was made to award a TDC grant in the amount of $400,000.00 for Jacksonville Marketing Initiative FY 2012-2013. Visit Jacksonville would come back to the TDC quarterly meeting in May with an income statement reflecting marketing reallocation of dollars.

➢ Janice Billy, Assistant Council Auditor, made the recommendation that the funds be encumbered out of the TDC Contingency Account.

➢ A motion was made and seconded to approve a TDC reimbursement grant in the amount of $400,000.00, with the funds to be encumbered out of the TDC Contingency Fund.

TDC Action:

A motion was made and seconded to amend the amount and approve a maximum reimbursement TDC grant award of $400,000,00 for FY 2012-2013, with the condition that the funds be used only for marketing advertising a presented in the Proposed Media Plan FY 2012-2013 with documentation of invoices. The funds are to be encumbered out of the TDC Contingency Account. Approved 4-3 (Pozin, Potts, Fonde).

5. Visit Jacksonville Additional CVB Convention Grant Funds FY 2012-2013

Presenter: Paul Astleford, President, Visit Jacksonville

Grant Amount: $100,000.00

Funds Use: Close New Convention/Meeting Groups

Discussion:

➢ Paul Astleford, President, Visit Jacksonville, made the request for additional CVB Convention Grant Funds for FY 2012-2013. The additional funds will be used to close new meeting and convention groups. Mr. Astleford outlined the requirements for consideration for receiving the grant funds.

➢ The TDC members were in agreement that this was a good return on investment.

➢ A motion was made to award an additional amount of $100,000.00 to the CVB Grant Funds for FY 2012-2013 for reimbursement to groups based on actual room night pick-up documentation.

TDC Action:

A motion was made and seconded to approve an additional $100,000.00 for the CVB Convention Grant Budget for FY 2012-2013, with the conditions that the funds be used to close new convention and meeting groups and reimbursement would be based on documentation of actual room nights generated. The funds are to be encumbered out of the TDC Budgetary Balance FY 2012-2013. Approved 7-0.

6. Encumbrances CVB Grant Fund 2012-2013

Total Encumbrance CVB Grant Fund FY 2012-2013 $29.764.00

Presenter: Kim Ritten, Visit Jacksonville

Event: American Occupational Therapy Association 2013

Amount: $1,875.00

Room nights: 375 (@ $5.00 per room night)

Hotel: Hyatt Regencyo

Date: November 7-10, 2013

Use of Funds: Marketing, AV, Room Rental, Welcome Reception

Event: Rhythm of Gospel Awards 2013

Amount: $4,464. 00

Room Nights: 1,116 (@ $4.00 per room night)

Hotel: Wyndham Riverfront-Host Hotel

Omni, Hampton Downtown, Courtyard JTB

Date: July 23-28, 2013

Use of Funds: Marketing, Room Rental, AV, Welcome Reception

Event: Southeast Tourism Society 2013

Amount: $2,075.00

Room Nights: 415 (@ $5.00 per room night)

Hotel: Omni Jacksonville

Date: November 4-7, 2013

Use of Funds: Marketing, Room Rental, AV, Welcome Reception

Event: The College Board 2013

Amount: $2,290.00

Room Nights: 458 (@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: June 17-22, 2013

Use of Funds Marketing, Room Rental, AV, Welcome Reception

Event: Progressive Missionary & Educational

Baptist State Convention of Florida 2013

Amount: $3,060.00

Room Nights: 765 (@ $4.00 per room night)

Hotel: Wyndham Jacksonville Riverfront

Date: March 18-22, 2013

Use of Funds: Marketing, Room Rental, AV, Welcome Reception

Event: Capella University 2013

Amount: $16,000.00

Room Nights: 4,000 (@ $4.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: April 18-24, 2013 & June 26-30, 2013

Use of Funds: Marketing, Room Rental, AV, Welcome Reception

Discussion:

➢ Ms. Kim Ritten presented the events to be encumbered, noting it represented new business booked in 2013.

➢ TDC members asked why Capella University did not come through the TDC Grant application process for the $16,000.00. Ms. Ritten stated this grant was to close the deal for two separate events.

➢ It was the recommendation of the TDC Members to include in the TDC workshop the policy and procedure for disbursement of CVB grant funds.

➢ Being no further discussion, a motion was made to approve the CVB Grant Funds with conditions that the CVB Grant Fund reimbursement would be based on room nights generated and use of funds as presented for each event. The total encumbrance out of the CVB Grant Fund FY 2012-2013 would be in the amount of $29,764.00.

TDC Action:

A motion was made and seconded to approve the total encumbrances in the amount of $29,764.00 from the CVB Grant Funding FY 2012-2013, with conditions that -the reimbursement would be based on room nights generated as presented. The funds are to be used for marketing, welcome reception, AV, meeting room rental. Approved 7-0.

Other Business:

Visit Jacksonville President’s Report Paul Astleford, President, Visit Jacksonville

➢ Mr. Astleford went over the Visit Jacksonville packet which was distributed and covered the following:

o Visit Jacksonville Income Statement, for the year ending 12/31/2012

o Visit Jacksonville Statement of Financial Position as of 12/31/2012

o Visit Jacksonville Financial Summary Three Months 12/31/2012

o Visit Jacksonville First Quarter Activities Report

Gator Bowl Report Rick Catlett, President, Gator Bowl Association

➢ Mr. Catlett disbursed a packet containing Gator Bowl 2013 post-event reports and a handout of the of the PowerPoint and video presentation showing;

o Gator Bowl and Duval County Tourist Development Council Partnership

o Mission Statement

o ESPN 2 Coverage January 1, 2013

o National TV Broadcast Exposure of $1,253,890.00

o Additional Exposure/Media, Video Clips, Website, Social Media

o Gator Bowl Road Tour

o 2012 NASCAR Nationwide Series/November 17, 2012 ESPN

Florida’s First Coast of Golf Quarterly Report David Reese, FFCG President

➢ Mr. Reese made reference to the following in his verbal presentation to the TDC:

o Players Campaign Kick-Off

▪ Drive Market Campaign

▪ DC & Chicago Marketing Promotion

o Calendar Year 2012 NE Florida Golf Tourism

▪ Up + 1% from 2011

▪ Down 4% December 2012

o Calendar Year 2012 National Golf Rounds Report /Golf Datatech

▪ Florida up +1.3 %

▪ Northeast Florida Ranked 3rd ,Naples Ft. Myers 2nd, Orlando 1st

o Advertising Promotion with Visit Florida

➢ Mr. Reese concluded his report with a 30 second video presentation of PGA commercial

Visit Jacksonville Board Directors Report Sonny Bhikha, TDC Ex-Officio Representative

➢ Mr. Bhikha state that he would attending the Executive Board Meeting and assured the TDC members of his oversight on how the Visit Jacksonville additional marketing dollars will be disbursed.

Closing Comments

➢ TDC Member MG Orender made the recommendation that the TDC be given budget tracking projection at the next quarterly meeting.

➢ TDC Member Fred Pozin asked that Visit Jacksonville give a report on VJ Sales effort in addition to VJ marketing report at the next schedule TDC quarterly meeting.

➢ TDC Member David Potts expressed appreciation on behalf of the TDC to the Visit Jacksonville Staff for their dedication and hard work during the transition of leadership within the organization during the past year and to Ms. Janice Lowe, Chair, Visit Jacksonville Board of Directors.

➢ A special note of appreciation was given to Ms. Kerri Stewart, for her leadership during the past year as Interim President of Visit Jacksonville.

➢ Next Quarterly TDC Meeting is scheduled for Thursday, May 16, 2013.

Adjournment:

There being no further business to discuss the meeting was adjourned at 11:50 am.

The written minutes for this meeting are only an overview of what was discussed and the video of the February 21st TDC meeting has been posted to the web at .

The following items have been submitted for public record. Please contact legislative services for these items.

Minutes: Annette R. Hastings-TDC 2/26/13 “Draft” Copy of Minutes/CityC

CD: 1-LSD

Materials: Submitted to LSD 2/26/13

Approved TDC Minutes November 15, 2012

Meeting Amended TDC Notice February 21, 2013

Agenda

Sign-in Sheet

January TDC Financials 2013

Visit Jacksonville Quarterly TDC Report Packet/VJ Funding Requests

Video Presentation

Florida’s First Coast of Golf Video Presentation

Form 8B: Voting Conflict (TDC Member MG Orender)

TDC Applications Packets:

➢ Application: 26.2 with Donna 2013

➢ Application: MWGUL 2013

➢ Application: Jacksonville Jazz Festival 2013

NOTE: “DRAFT” of Minutes from TDC meeting of February 21, 2013, to be approved at TDC Quarterly Meeting May 16, 2013.

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