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@`

May 21, 2013

12:00 p.m.

Duval County Tourist Development Council

TDC Quarterly Meeting Minutes

May 16, 2013

City Hall @ St. James

Conference Room A, Suite 425

Meeting Convened: 10:05 a.m. Meeting Adjourned: 11:30 a.m.

Council President William Bishop

Council Member Richard Clark-Excused

Council Member Warren Jones

Sonny Bhikha

Henry Fonde

MG Orender

David Potts-Excused

Fred Pozin

Annette R. Hastings, Executive Director

Phillip Peterson, Council Auditor’s Office

Janice Billy, Assistant Council Auditor

Jim McCain, Asst. General Counsel

Paul Astleford, President & CEO, Visit Jacksonville

Others Present:

Bill Prescott, Visit Jacksonville Board of Director; 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; David Reese, Florida’s First Coast of Golf; Cheri O'Neill, Executive Vice President, Gator Bowl Association; Dan King, Hyatt Riverfront; Tonisha Gaines, Manager, Special Events; Rick Catlett, President, Gator Bowl Association

Call to Order:

Chair, William Bishop called the meeting to order at 10:05a.m., noting the presence of a quorum.

Review of Minutes:

The minutes from the TDC Meeting of February 21, 2013, and TDC Workshop of March 21, 2013, were distributed for review. It was moved and seconded that the minutes be approved as submitted. Approved 6-0.

TDC Financial Report : Janice Billy, Assistant Council Auditor

➢ Ms. Billy distributed and reviewed the TDC Financial Report for April 2013. The amount of bed tax collected in April was $508.227.41. Comparison of collections for last 12 months to prior 12 months was an increase of 4.38%.

➢ Ms. Billy noted that any action taken by the TDC for funding the Gator Bowl 2013, Georgia/Florida Football Game 2013, and Florida’s First Coast of Golf Marketing Tourism Regional Marketing FY2013-2014 would be built into the TDC Budget for FY 2013-2014.

➢ Mr. Peterson, Council Auditor’s Office, per the request of the Chairman, distributed a handout giving an overview of the TDC Operating Budget of revenue and expenses.

➢ Being no further discussion the TDC Financial Report was approved as submitted.

Application Presentations:

1. Gator Bowl Classic 2014

Presenter: Rick Catlett, President

Gator Bowl Association

Date: January 2, 2014

Location: EverBank Stadium

Grant Amount: $500,000.00

Grant Amount: $350,000.00

Funds Use: Offset Team Payout

Grant Amount: $150,000.00

Funds Use: ESPN TV Media Buy

Discussion:

➢ Mr. Catlett made the presentation for the Gator Bowl Classic 2014 and noted it was the last year of the existing four year contract.

➢ Mr. Bhikha gave the figures for the past three years game attendance noting a decrease and asked what was the projected attendance for the future. Mr. Catlett stated the average attendance would be in the range of 65,000 due to changes in the team selection process.

➢ The TDC members discussed the history of the Gator Bowl noting it has become a signature event on the national stage and were dollars well spent.

➢ Mr. Bhikha noted that 50% of the encumbrances of TDC dollars were going to fund this one day event. In addition, he expressed concern that the Gator Bowl Association (GBA) was received a $10.00 hotel rebate. Mr. Catlett said the GBA only had contracts with the Omni and Hyatt Regency Riverfront for room night rebates.

➢ Mr. Pozin stated on the record that he had a conflict of interest involving the Gator Bowl Association and would abstain from voting.

➢ Being no further discussion a motion was made to award the Gator Bowl Association a maximum award grant of $350,000.00 to offset team payout and $150,000.00 for Media Buy Advertising for Gator Bowl Classic 2014.

➢ Janice Billy stated the funds would be encumbered in the TDC Budget for FY 2013-2014.

TDC Action:

A motion was made and seconded to approve a maximum reimbursement award grant of $350,000.00 for the Tax. Gator Bowl 2014, to offset team payout and $150,000.00 for Media Buy Advertising for Gator Bowl 2014, for a total reimbursement grant award of $500,000.00. The condition of the grant is documentation of room nights. The funds are to be encumbered out of the TDC Budget for FY-2013-2014.

Approved 4-1(Bhikha)-1 (Pozin conflict).

2. Gator Bowl Classic 2015-2020

Presenter: Rick Catlett, President

Gator Bowl Association

Date: December 26, 2014-January 2, 2015

December 26, 2015-January 2, 2016

December 26, 2016-January 2, 2017

December 26, 2017-January 2, 2018

December 26, 2018-January 2, 2019

December 26, 2019-January 2, 2020

Location: EverBank Field

Room Nights: Project: 30,000 regional impact

Grant Amount: $400,000.00 (with 5% increase each year of agreement)

Funds Use: Supplement Team Payouts Expense

Discussion:

➢ Mr. Catlett made the presentation for a new six contract for the Gator Bowl Classic 2015-2020. The request is to drop the ask for $150,000.00 for media buyout and ask for $400,000.00 with a $20,000.00 increase each year of the contract agreement to offset cost of increase in team payout. The TDC/Visit Jacksonville will continue to receive the same benefits of national television commercial spots on ESPN.

➢ Mr. Bhikha noted that he had the same concerns and comments regarding future TDC funding for a new six year agreement with the GBA.

➢ It was stated for the record the Gator Bowl will be required to submit an updated application to the TDC each year of the contract and the grants are conditioned on availability of TDC funds with approval by the TDC.

➢ Being no further discussion a motion was made to award the Gator Bowl Association a maximum award grant of $400,000.00 to offset team payout for Gator Bowl Classic 2015 with increase of $20,000.00 per year of existing six (6) year contract agreement.

TDC Action:

A motion was made and seconded to approve a maximum reimbursement award grant of $400,000.00 with a $20,000.00 per year increase for remaining years of the contract agreement for the Gator Bowl Classic for 2015, 2016, 2017, 2118, 2119, & 2020. The Gator Bowl is required to submit an updated application to the TDC each year and award will be subject approval by the TDC and availability of TDC funds. The condition of the grant is the funds are to be used to offset participating team payout, and TDC/Visit Jacksonville will receive national television commercial spots with documentation of room nights.

Approved 4-1(Bhikha)-1 (Pozin conflict).

3. Florida First Coast of Golf Tourism Regional Marketing Cooperative

Presenter: David Reese, President, Florida First Coast of Golf (FFCG)

Date: FY October 1, 2013-September 30, 2014

Location: First Coast Region Duval, Clay, Nassau, Flagler & St. Johns

Grant Amount: $149,850.00

Room Nights: Project 26,087 Duval County (@$5.75 per room night)

Funds Use: Year-Round Leisure Golf Marketing

Discussion:

➢ Mr. David Reese gave FFCG quarterly report and slide presentation, Florida’s First Coast of Golf Players 2013, showing tie in to tourism with:

o Thirty second spot television campaign to target drive market

o Promotion to reach beyond drive market…target major metro feeder cities of Chicago, DC, and New York served by Jacksonville International Airport.

➢ Mr. Reese made the presentation on behalf of Florida’s First Coast of Golf for FY 2013-2014. Mr. Reese said they are asking for an increase in funding in FY 2013-2014 in the budget for Public Relations (PR). FFCG is asking each of the five counties (Duval, Amelia, Clay, St. Johns, and Flagler) to give an increase over last FY 2012-2013. At the present time two of the counties have supported the increase and if TDC approves funding it will make three with two counties unknown.

➢ Mr. Bhikha asked for clarification on what hotels are getting exposure on FFCG web page. It was noted that of the eighteen hotels, four are in Duval County and eight are in St. Johns County. He expressed concern the lodging button and destination tab favored the partner hotels and Visit Jacksonville needs to be prominent on the destination button. Mr. Reese stated he would see how that could be corrected to add Visit Jacksonville logo.

➢ Mr. Pozin stated he understood the priority for FFCG partners however; all lodging should have full opportunity to be listed.

➢ Mr. Orender made a motion to approve a maximum grant award of $145,850.00 for FY 2013-2014 conditional on the other two (2) counties approving to increase their funding as outlined in FFCG proposed budget for FY 2013-2014. The grant would be reduced to FY-2012-2013 amount of $135,000.00, a difference of $14,850.00, if public sector counties do not support the increase.

➢ Ms. Billy stated the funds would be encumbered in the TDC Budget FY 2013-2014.

o Payments are to be disbursed in four quarterly payments with submission of invoices in October, January, April and July for FY 2013-2014.

o Grant funds are to be used for Florida’s First Coast of Golf Tourism Regional Marketing Cooperative FY 2013-2014 as outlined in the application.

o The Duval County Tourist Development Council (TDC) is to be presented with quarterly reports that include a reporting for rooms and rounds of golf booked, international visitors, and listing of participating Duval County hotels and golf courses.

o Yearly independent audit report submitted to Council Auditor.

o Visit Jacksonville Monthly Tracking Golf Travelers Room Night Report

TDC Actions:

A motion was made and seconded to amend and approve a maximum award grant of $145,850.00. The grant is conditional on approval of all five other counties for increase funding or the grant will be reduced by $14,850.00 to the $135,000.00. Payments are to be disbursed in four quarterly payments with submission of invoices in October, January, April and July for FY 2013 -2014. The funds are be used for Florida’s First Coast of Golf Tourism Regional Marketing Cooperative FY 2013-2014. Conditions of the grant are that the Duval County Tourist Development Council (TDC) is to be presented with quarterly reports that include a report with room nights and rounds of golf booked including international visitors, listing of Duval County hotels and golf courses, and a yearly independent audit report submitted to Council Auditors. Visit Jacksonville is required to track and report monthly golf travelers room nights. The funds are to be encumbered out of the TDC Budget for FY 2013-2014. Approved 6-0.

4. Florida-Georgia Football Classic Weekend 2013

Presenter: Tonisha Landry-Gaines

Manager of Special Events

Date: October 30-November 2, 2013

Location: EverBank Field/Surrounding Areas

Grant Amount: $90,000.00

Room Nights: Guarantee 15,000 (@$6.00 per room night)

Project 18,000 (@ 5.00 per room night)

Funds Use: Marketing/Advertising/Banners/Classic Logo Rebrand

Student Sideline Safety Zones

Discussion:

➢ Ms. Gaines, Manager, City of Jacksonville Special Events, made the presentation for the Florida-Georgia Football Class Weekend 2013.

➢ Council Member Jones asked for clarification regarding the requirements for the Student Side Lines Safety Zones. Ms. Gaines stated this was a requirement of the universities that the City of Jacksonville provide the safe zones, which there are six, in the Downtown area including the Landing.

➢ Mr. Pozin inquired what the procedure was for reimbursement of invoices to Special Events for the Florida-Georgia Game. It was stated that reimbursement was done by submission of invoices and back-up documentation for those event expenses approved by the TDC for funds use.

➢ Being no further discussion a motion was made and seconded to approve the funding as presented.

➢ Ms. Billy stated that the $90,000.00 would be encumbered in the TDC budget for FY 2013-2014.

TDC Actions:

A motion was made and seconded to approve a maximum award grant of $90,000.00 per documented room nights and conditional that the funds are to be used for marketing, stadium banners, student sideline safety zones, and classic logo rebrand. The funds are to be incorporated and encumbered out of the TDC Budget FY 2013-2014. Approved 6-0.

5. Visit Jacksonville Marketing Initiative Funds FY 2012-2013

Presenter: Paul Astleford, President, Visit Jacksonville

PowerPoint Presentation

Grant Amount: $96,000.00

Funds Use: Marketing Advertising FY 2012-2013

Discussion:

➢ Paul Astleford, President of Visit Jacksonville made a PowerPoint Presentation,

Visit Jacksonville Updates, covering the following:

o Vision

o Mission

o Resource Reallocation Plan

o Tradeshows Attended Annually

o Convention Sales Trends

o Group Booking by Market Segments

o Services Provided to Groups

o Destination Messaging

o Targeted Leisure Demographics

o Advertising Highlights

o Leisure Advertising, Meetings Advertising, Social Media Marketing

o Meeting Publications/Leisure Publications

o Meetings Advertising/Leisure Advertising /Leisure Advertising-Digital Banner Ads

o 30-Second Leisure Marketing Commercial

o Advertising Values

o Newest Marketing Initiative

o Ongoing Media Outreach

o Media FAMS

o Media Big Wins

o New Initiatives for 2013-20`4

➢ Visit Jacksonville Additional Advertising Plan/Marketing Initiative $96,000.00

o Leisure: US Airways Boarding Video

o Leisure: Ecotourism

o Leisure: Jaguars London, England Underground Interchange Pack

o Leisure: Selling Long Haul Travel Trade Monthly UK

o Leisure: Destination Travel Blogs Online

o Leisure: Communities of Distinction Travel Show

o Meeting: DMAI Association News and Sports Travel (July issue)

o Meeting: Cvent Destination Platform (Online)

Discussion:

➢ Mr. Pozin expressed his approval of the reallocation of dollars from sales to marketing and media. Mr. Astleford stated the previous focus was not the format given the size of the present convention center.

➢ Mr. Astleford said what was needed was the community to come together to build a “Brand Essence” for Jacksonville.

➢ Being no future discussion a motion was made to approve the request for the additional Visit Jacksonville Leisure Advertising Plan 2012-2013. The funds will be to be used for marketing initiative for leisure/meeting for remainder of 2012-2013, in the amount of $96,000.00, as outlined in the presentation.

➢ Ms. Billy stated that the $96,000.00 would be encumbered out of the TDC Grant Budget for FY 2012-2013.

TDC Actions:

A motion was made and seconded to approve a maximum TDC award grant of $96,000.00 for Visit Jacksonville Leisure Advertising Plan 2012-2013. The funds are to be used for additional advertising plan for remainder of 2012-2013 as outlined in the presentation. Approved 6-0.

6. Encumbrances CVB Grant Fund 2012-2013

Total Encumbrance CVB Grant Fund FY 2012-2013 $84,540.00

Presenter: Kim Ritten, Senior Director of Sales, Visit Jacksonville

Event: Florida Sheriff’s Association 2013

Amount: $600.00

Room nights: 120 (@ $5.00 per room night)

Hotel: One Ocean Resort & Spao

Date: June 10-13, 2013

Use of Funds: Promotions/Marketing, AV, Room Rental,

Event: Capella University 2013

Amount: $7,360. 00

Room Nights: 1840 (@ $4.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: October 25-30, 2013

Use of Funds: Promotions/Marketing, Room Rental, AV, Transportation

Event: Bible Study Fellowship Retreat 2014

Amount: $5,000.00

Room Nights: 1747(@ $2.86 per room night)

Hotel: Host-Hyatt Regency Jacksonville Riverfront

Overflow Hotels:Omni Hotel, Crowne Plaza Riverfront

Date: February 4-8, 2014

Use of Funds: Shuttle Transportation

Event: Southern Region Black Law Students Association 2014

Amount: $2,500.00

Room Nights: 385 (@ $6.50 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: February 12-15, 2014

Use of Funds Transportation, Marketing

Event: Southern Association of Student Financial Aid

Administrators 2014 (SASFAA)

Amount: $3,720.00

Room Nights: 1240 (@ $3.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: February 13-19, 2014

Use of Funds: Promotion/Marketing, Room Rental, AV

Event: Association of Lutheran Development Executives 2014

Amount: $8,000.00

Room Nights: 1,346 (@ $5.95 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: February 18-25, 2014

Use of Funds: Marketing/Promotion, Transportation, Room Rental, AV

Event: International Association of Assessing Officers 2014

Amount: $4,125.00

Room Nights: 825 (@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: February 21-28, 2014

Use of Funds: Promotion/Marketing, Room Rental, AV

Event: Association for Practical and Professional Ethics 2014

(APPE)

Amount: $4,025.00

Room Nights: 805 (@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: February 25-March 1, 2014

Use of Funds: Marketing/Promotion, Room Rental, AV

Event: National Funeral Directors & Morticians Association

(NFD&MA) 2014

Amount: $5,000.00

Room Nights: 596 (@ $8.39 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: April 25-30, 2014

Use of Funds: Marketing/Promotion, Transportation

Event: The Human Anatomy & Physiology Society

(HAPS) 2014

Amount: $6,250.00

Room Nights: 1,250 (@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: April 25-30, 2014

Use of Funds: Marketing/Promotion, Room Rental, AV

Event: American Association of Family & Consumer Services

(AAFCS) 2014

Amount: $9,805.00

Room Nights: 1961 (@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: June 22-29, 2014

Use of Funds: Marketing/Promotion, Transportation, Room Rental, AV

Event: International Pageants (Mrs. International®) 2014

Amount: $18,975.00 Total

(Funds to be encumbered per year)

➢ $6,325.00 July 25-August 2, 2014

➢ $6.325.00 July 24-August 1, 2015

➢ $6,325.00 July 22-30, 2016

Room Nights: 1265 (@ $5.00 per room night per each year encumbered)

Hotel: Omni Jacksonville Hotel

Date: July 25-August 2, 2014, July 24-August 2, 2015, July 22-30, 2016

Use of Funds: Marketing/Promotion, Room Rental, AV

Event: Military Officers Association of America

(MOAA) 2014

Amount: $2,500.00

Room Nights: 500 (@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: September 1-7, 2014

Use of Funds: Marketing/Promotion, Transportation, Room Rental, AV

Event: South East Clown Association

(SECA) 2014

Amount: $1,680.00

Room Nights: 336(@ $5.00 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: September 1-7, 2014

Use of Funds: Marketing/Promotion, Room Rental, AV

Event: National Barrel Horse Association

(NBHA) Shamrock Showdown2014

Amount: $5,000.00

Room Nights: 650 (@ $7.70 per room night)

Hotel: Hyatt Regency Jacksonville Riverfront

Date: September 1-7, 2014

Use of Funds: Marketing/Promotion, Transportation

Discussion:

➢ Ms. Kim Ritten presented the events to be encumbered, noting it represented new business booked in 2013-2014 and generating room nights.

➢ Being no further discussion a motion was made to approve the CVB Grant Funds with conditions 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 $84,540.00.

TDC Action:

A motion was made and seconded to approve the total encumbrances in the amount of $84,540.00 from the CVB Grant Funding FY 2012-2013, with conditions that reimbursement would be based on room nights generated as presented. The funds are to be used for marketing, AV, meeting room rental, or transportation. Approved 6-0.

Other Business:

Visit Jacksonville Contract Renewal Jim McCain, Assistant General Council

➢ Mr. McCain stated that the Visit Jacksonville (CVB) Contract was up for renewal and a motion would be needed by the TDC for Office of General Counsel to move forward with preparing Contract Amendment #1for Jacksonville and Beaches Convention & Visitor’s Bureau, Inc., (d/b/a Visit Jacksonville) for marketing, advertising, promotional and support services. The contract renewal would be brought back for TDC approval at the August meeting.

➢ Mr. Orender asked for clarification regarding the amount of the contract. It was stated that the amendment to contract agreement between the City of Jacksonville and Visit Jacksonville for October 1, 2013-September 30, 2014, would reflect the increase in a new payment schedule.

TDC Actions:

A motion was made and seconded to approve Mr. McCain moving forward and preparing Amendment #1 to Visit Jacksonville contract, increasing the City’s maximum indebtedness. Approved 6-0.

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

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

o Visit Jacksonville Income Statement for the six months ended 3/31/2012

o Sales and Activities Calendar for January, February, and March

o Executive Statistical Summary

▪ Visit Jacksonville Group Sales Productivity

▪ STAR Report Metrics Duval County Lodging Industry

o Statement of Financial Position March 31, 2013

Visit Jacksonville Board of Directors Report Sonny Bhikha, TDC Representative

➢ Mr. Bhikha reported that he had been attending the Visit Jacksonville Board meetings and felt and the meetings were both informative and productive as to the direction the Visit Jacksonville Board and Visit Jacksonville were taking under the leadership of Mr. Astleford.

Visit Jacksonville Board of Directors Presentation Janice Lowe, Chairman

➢ Ms. Lowe made a resolution presentation to outgoing TDC Chairman, William Bishop, on behalf of Visit Jacksonville for his leadership, and support in marketing Jacksonville as a tourist destination.

Closing Comments

➢ TDC Chairman Bishop stated that this would be his last meeting as Chairman would be, and that he had enjoyed serving on the TDC.

➢ TDC members Mr. Bhikha, Mr. Pozin, and Council Member Warren Jones expressed appreciate for Chairman’s Bishop leadership.

➢ Chairman Bishop recognized Ms. Kim Ritten, Sr. Director of Sales for Visit Jacksonville, noting that Ms. Ritten was leaving Visit Jacksonville to pursue other opportunities and wished her the best. Mr. Astleford stated Ms. Ritten had been a treasured asset to Visit Jacksonville and a blessing.

➢ Next Quarterly TDC Meeting-Thursday, August 15, 2013.

Adjournment:

There being no further business to discuss the meeting was adjourned at 11.30 a.m.

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NOTE: “DRAFT” of Minutes from TDC meeting of May 16, 2013 to be approved at TDC Quarterly Meeting August 15, 2013.

Minutes: Annette R. Hastings-TDC 5/16/13 “Draft” Copy of Minutes/CityC

CD: 1-LSD

Materials: Submitted to LSD 05/21/13

Approved TDC Minutes February 21, 2013

Approved TDC Workshop Minutes March 21, 2013

Meeting TDC Notice May 16, 2013

Agenda

Sign-in Sheet

April TDC Financials 2013

Visit Jacksonville Quarterly TDC Report Packet

Visit Jacksonville PowerPoint Presentation

Mr. Pozin Conflict Form

Applications:

Georgia/Florida Football Game 2013

Gator Bowl Game 2014

Gator Bowl Classic 2015-2020

Gator Bowl Classic Handout Packet

Florida’s First Coast of Golf Tourism Marketing FY 2013-2014

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