M E M O R A N D U M - Jacksonville



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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 24, 2011

5:00 p.m.

Duval County Tourist Development Council

TDC Minutes

February 17, 2011

Council Chamber

City Hall @ St. James

Meeting Convened: 10:05 a.m. Meeting Adjourned: 11:45 a.m.

Council President John “Jack” Webb-Excused

Council Member Michael Corrigan

Council Member Ronnie Fussell

Sonny Bhikha

Julie Dion

Henry Fonde

MG Orender

David Potts

Fred Pozin

Annette R. Hastings, Executive Director

Janice Billy, Assistant Council Auditor

Phillip Peterson, Council Auditor’s Office

Jim McCain, Asst. General Counsel

Daniel O’Byrne, President, Visit Jacksonville

Others Present:

Steve Rohan, Office of General Counsel; Mya Surrency, Visit Jacksonville; Kim Ritten, Visit Jacksonville; Lyndsay Rossman, Visit Jacksonville; Jim Young, Global Day of Prayer, Executive Committee; Theresa Price, Manager Special Events; Todd Roobin, JEDC Film Commissioner; Jason Roeser, Lady Law Entertainment; Dinah Coleman-Mason, Ombudsman, City of Jacksonville; Bishop Hall, District Deputy Grand Master, Most Worshipful Grand Union Lodge; David Reese, President, Florida’s First Coast of Golf; Christina Langston, Office of Special Events; Julie Lyons, Office of Special Events.

Call to Order:

Michael Corrigan, acting Chair, called the meeting to order at 10:05 a.m., noting the presence of a quorum. Council Member Corrigan explained that Council President Webb had an unexpected conflict and had asked him to Chair the TDC meeting.

Review of Minutes;

The minutes from the TDC Meeting of November 18, 2010, were distributed for review. As no changes were suggested, it was moved and seconded that the minutes be approved as submitted. Approved 8 -0.

Application Presentations:

1. Jacksonville Jazz Festival 2011

Presenter: Theresa Price, Manager

Special Events

Date: May 26-29, 2011 (Memorial Day Weekend)

Location: Downtown Businesses, Snyder Memorial,

Hemming Plaza, Library, Jacksonville Landing

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: Social Media Design/Promotion & Promotional Print

Discussion:

➢ Theresa Price, Manager of Special Events, came before the TDC and made the presentation for Jacksonville Jazz Festival 2011. The event has been held for the last three years Downtown using four different venues over the Memorial Day Weekend and that staking the event Downtown has been a huge success. Ms. Price stated that Jazz Festival had partnered with the Dalton Agency and Make a Scene Downtown regarding promotion through social media including Twitter, Facebook, and Foursquare, as one piece of the marketing. The second piece would be direct mail brochure promotional piece which would go to 76,000 in the Southeast. Ms. Price noted this was probably the only free Jazz Festival in the United States.

➢ Mr. Pozin expressed concern over the cost of the direct mail piece and not using more electronic social media. He wanted to know why funds were being wasted on brochures and why the Jazz Festival was not charging so that it would be able to stand on its own and ask for less and less public monies. Ms. Price stated there was a decrease in attendance when they had charged in the past. They would like to start charging for certain venues this year and then move into changing in the future and moving towards making it more viable for the Jazz Festival to stand on its own. At present they do sell individual tickets and VIP packages.

➢ Mr. Bhikha noted that the attendance had tripled and wanted to know how we can get room nights to go towards this tripling. Ms. Price stated they had a partnership with Visit Jacksonville for hotel point of purchase.

➢ Ms. Dion asked if the Downtown hotels are a sell out and spilled over to the Southside. Ms. Price noted the Omni and Hyatt are host hotels and sell out. It spreads to the Southbank and is good for jobs in the hotel industry. Mr. Bhikha confirmed that it also spreads to the Beaches during this Memorial Day Weekend.

➢ Mr. Potts asked how many room nights the Jazz Festival had generated in 2010. It was noted for the record that 1,600 room nights were documented for the event in 2010. Ms. Price expressed concern that not all hotels report on room nights and it hurts all of us. Mr. O’Byrne said he has talked with the economist and said the numbers are larger than the hotels who respond to the survey are reporting.

➢ Mr. Pozin expressed concern about placement and information reflected by Google on the Jacksonville Jazz Festival. Ms. Price said she would be glad to check into that.

➢ Mr. Bhikha said he supported the event as it was developing and thought we were going in the right direction of art and culture and helping hotels and business surrounding the event.

➢ Councilman Fussell was in agreement with the changes in the venue from Metro Park to Downtown. He made the recommendation that Ms. Price do a layout or plan for potentially charging and bring back to the TDC. Ms. Price will come back at the TDC May 19, 2011, meeting with an update on hotel rooms, tickets, sales, venues, and partners.

➢ Mr. Orender asked for clarification on the funding amount of the grant for 2010. It was stated the amount awarded was $25,000.00 but grant request was $50,000.00.

➢ Mr. Potts made the recommendation that the funding amount remain at the 2010 level of $25,000.00 given the number of room nights.

➢ Ms. Dion said from a marketing potential it had shown success and with more marketing support it should increase.

➢ Mr. Pozin recommended $25,000.00 and the funds be used for marketing in a new direction and a commitment for pay to play moving for the event to stand on its own.

➢ Mr. Bhikha noted that room nights were there but are hard to track over Memorial Day Weekend and made the recommendation that Visit Jacksonville partner with Jazz Festival for increase in room nights and noted that more funding was needed for marketing. He made the motion to award a maximum award grant in the amount of $50,000.00 for specific types of expenditure.

➢ The motion was clarified on the conditions of the grant and specific use of funds. It was noted that Ms. Price will also come back to the TDC quarterly meeting on May 19, 2011, and give an updated plan on “pay to play” venue events.

➢ Being no further discussion a motion was made and seconded to approve a maximum award grant of $50,000.00 with documentation of room nights. The conditions of grant were that it was be used for social media, design, and promotion with Special Events to come back to the TDC with an updated report with a plan for implementing charging for events.

TDC Action:

A motion was made and seconded to approve a maximum grant of $50,000.00 with documentation of room nights, and the conditions the funds be used for a social media, design and promotion. An updated report and plan will be presented to the TDC at the May 19, 2011, quarterly meeting. Approved 8-0.

2. Lipstick Justice TV Series 2011

Presenter: Todd Roobin, JEDC Film Commissioner

Jason Roeser, Lady Law Entertainment Representative

Date: Tentative Filming of Series April-June 2011

Location: Downtown, Jacksonville Beach, San Marco

Grant Amount: $10,000.00

Room Nights: Guarantee/Project 245 @ $40.09 per room night

Room Night Rebate: None

Funds Use: Offset Cost of Site Location in Duval County

Discussion:

➢ Todd Roobin, JEDC Film Commissioner, gave an overview of the history of past films such as Recount, Basic, and Lonely Hearts where Jacksonville had doubled for other locations in the country. This would be the first TV series where Jacksonville would portray Jacksonville and Jacksonville Beach on national primetime TV.

➢ Mr. Roobin introduced Mr. Jason Roeser, representative for Lady Law Entertainment, who made the presentation. Mr. Roeser noted that Lady Law Entertainment would be producing this series for Lifetime TV Network. The pilot was a reality TV film about three Jacksonville female attorneys and their secretary, where Jacksonville becomes the character. If the pilot is picked up by Lifetime Network seven more episodes over a two to three month period of time will be filmed in Jacksonville. The beauty shots of Jacksonville and opening credits are estimated to have a national media exposure of $200,000.00-$275,000.00 per episode for a total exposure value for the seven episodes of $1.6 million to $2.2 million. In addition, the economic impact for Jacksonville in the budget would be $1.3 million. He estimated a conservative number of 245-400 for room nights. With Lifetime Network approval they can offer credits and media releases at the end of program to Jacksonville including the show’s own Website.

➢ Mr. Fonde saw this more of a marketing initiative and publicity for Jacksonville and is a good idea. However, he questioned the budget amount of $90,000.00 based on 245 room nights ($367.00 room rate per night). Mr. Roeser explained he would check with Lady Law Entertainment in Los Angeles and get back with clarification on this matter. He noted that lodging included car rental and a per diem for the crew.

➢ Note: Todd Roobin, JEDC Film Commissioner, sent an e-mail, Thursday, February 17, 2011 11:22 AM, with the following clarification: “In regards to Hank Fonde's question, I just spoke w/ Grant Axton, Line Producer in Los Angeles.  He made an error w/ his room night projection for the 2 to 3 months of filming in Jax.  His revised conservative projection is 900 room nights. This is based on 15 crew from out of town staying in Jax for 60 days”.

➢ Ms. Dion asked if there was guarantee of Jacksonville scenic shots being used. Mr. Roener said it would probably be up to the executive producers and editor. With each ending scene that would most likely be the segue to the next new scene to let the viewers know where they are.

➢ Mr. Potts noted for the record and that it far exceeded per room night amount normally awarded but this would be good a good plus for the City and asked if other City funds were being given. It was noted that the only funding source was State of Florida Tax Credit Program.

➢ Mr. Bhikha supported the funding as it was good exposure for Jacksonville on the condition that if the series is approved, that scenic shots of Jacksonville be highlighted.

➢ Being no further discussion a motion was made to approve a maximum award grant of $10,000.00 at $40.09 per documented room night and conditioned on Lifetime Network picking up the seven episode series; include scenic shots of Jacksonville, with funds to be used to offset site location costs in Duval County.

TDC Action:

A motion was made and seconded to approve a maximum TDC award grant of $10,000.00 at $40.09 per room night contingent upon Lifetime Network picking up series with conditions it will include scenic shots of Jacksonville and the funds be used to offset site location costs in Duval County. Approved 8-0.

3. 32nd USOA Conference 2011 (United States Ombudsman Association)

Presenter: Dinah Coleman-Mason

Ombudsman, City of Jacksonville

USOA Board Member

Date: October 23-29, 2011

Location: Crowne Plaza Hotel

Grant Amount: $5,000.00

Room Nights: Guarantee 408 @ $12.26 per room night

Project 510 @ $9.81 per room night

Room Night Rebate: None

Funds Use: International & National Advertising Publication Ads

Discussion:

➢ Ms. Dinah Coleman-Mason, Ombudsman for the City of Jacksonville, made the presentation on behalf of the United States Ombudsman Association (ASOA) and gave history of the organization. Ms. Mason stated Jacksonville had bid to host the conference. It is first time the conference will be held in Jacksonville and will bring international recognition. Attendees will be coming from Pakistan and Australia, as well as Korea. Funding is needed for advertising the international conference with the goal of increasing the attendance by fifty percent or more

➢ Mr. Pozin asked where the conference had been held in the past. Ms. Mason stated it had been held in Estee Park, Colorado and Dayton, Ohio. It is anticipated that being held in Jacksonville will increase attendance because of the location as well as the conference being held leading up to the Florida/Georgia Weekend.

➢ Being no further discussion a motion was made to amend the TDC grant amount award to a maximum award of $4,080.00 based on the guarantee of 408 room nights at $10.00 per room night with conditions the funds be used for international and national advertising publication ads.

TDC Action:

A motion was made and seconded to amend the grant amount and award a maximum TDC grant of $4,080.00 at $10.00 per room night with conditions the funds be used international and national advertising publication ads. Approved 8-0

4. 141st Annual Grand Session of M.W.U.G.L (Most Worshipful Union Grand Lodge)

Presenter: Bishop Hall, District Deputy Grand Master

Most Worshipful Union Grand Lodge

Date: April 15-21, 2011

Location: Wyndham

Grant Amount: $15,000.00

Room Nights: Guarantee 1,325 @ $11.46 per room night

Project 1,500 @ $10.00 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 Most Worshipful Union Grand Lodge. Bishop Hall stated that the Wyndham host hotel room block had been sold out. The attendance has increased each year.

➢ Being no further discussion a motion was made to amend the funding amount to $13,250.00 based on the guarantee of 1,325 room nights at $10.00 per room night. The funds are to be used for transportation from the Southbank hotels to historical landmark lodge and regional advertising in the Florida Star.

TDC Action:

A motion was made and seconded to amend the grant amount and award a maximum TDC grant of $13,250.00 at $10.00 per room night with conditions the funds be used for transportation for Southbank hotels and advertising in the Florida Star. Approved 8-0.

5. First Coast Global Day of Prayer 2011

Presenter: Charles Christie, Executive Committee

Date: June 11, 2011

Location: Jacksonville Veterans Memorial Arena

Grant Amount: $50,000.00

Room Nights: Guarantee 5,000 @ $10.00 per room night

Project 6,000-8,000 @ $6.25-$8.34 per room night

Room Night Rebate: $10.00

Funds Use: Offset Arena Rental Cost/ Marketing International/National

Discussion:

➢ Chair Corrigan stated that at the last meeting the application was deferred until questions had been answered by the Office of General Counsel (OGC) regarding funding this event. Chair Corrigan asked Jim McCain, Office of General Counsel, to address the issue.

➢ Mr. Cain stated for the record that it was the opinion of the OGC that there would not be a problem funding this group so long as the criteria used in making the award is the same as used with any other group, such as room nights, and not on content of the speech. Mr. Cain noted there was not a first amendment issue.

➢ Mr. Charles Christie made the presentation on behalf of the First Coast Global Day of Prayer (FCGDOP) Executive Committee. Mr. Christie handed out a revised amended budget of the application. They would be receiving a room night rebate from the Hyatt Regency in the amount of $10.00 per room night and the amount was reflected in the amended budget distributed.

➢ Mr. Christie noted that this was the eleventh year of the event and past host cities had been Jerusalem, Cape Town, South Africa, Hong Kong, and London in 2012. This will be the first time a Global Day of Prayer Conference has been held in the United States, and Jacksonville has the opportunity to be host for the world for this event. It will be broadcast to 220 nations around the world from Jacksonville.

➢ Mr. Potts asked for clarification regarding the funding in budget which comes from room night rebates, Visit Jacksonville participation, and TDC grant funding.

➢ Chair Corrigan recommended adding to the agenda Visit Jacksonville/CVB funding.

➢ Being no further discussion a motion was made to approve a maximum award grant of $50,000.00 at $10.00 per room night based on the guarantee of 5,000 room nights for the event. The funds would used to offset the cost of rental of the Arena and international and national marketing of the event.

TDC Action:

A motion was made and seconded to approve a maximum award grant of $50,000.00 at $10.00 per room night with the condition that the funds be used to offset the rental cost of the Arena and international and national marketing. Approved 8-0.

6. Encumbrances CVB Grant Fund 2010-2011

Total Encumbrance: Grant Amount CVB Grant Fund FY 2010-2011 $13,350.00

Presenter: Kim Ritten, Visit Jacksonville

Event: 71st International Congress 2011

Church of Our Lord Jesus Christ of the Apostolic Faith

Hotel: Hyatt Regency

Amount: $9,000.00

Room nights: 1860

Date: April 23-30, 2011

Use of Funds: Social Media Promotion, Transportation, AV Cost

Event: MS Colloquium Capella University 2011

Hotel: Hyatt Regency

Amount: $2,500.00

Room Nights: 2110

Date: June 2011

Use of Funds Promotion/Marketing

Event: Signal Administration 2011

Hotel: Hyatt Regency

Amount: $1,850.00

Room Nights: 370

Date: May 2011

Use of Funds: Offset Hotel Meeting Space Costs/Marketing

Discussion:

➢ Ms. Kim Ritten requested that the events submitted be encumbered for a total encumbrance out of the CVB Grant Fund FY 2010-2011 in the amount of $13,350.00.

➢ Mr. Pozin asked for clarification regarding the request for 71st International Conference in the amount of $9,000.00. Ms. Ritten stated that this amount was in line with other requests when you take into consideration the time of the event booking and the room nights.

➢ Being no further discussion a motion was made and seconded to approve the total encumbrances in the amount of $13,350.00 from the CVB Grant Funding FY 2010-2011 as presented.

TDC Action:

A motion was made and seconded to approve the total encumbrances in the amount of $13,350.00 from the CVB Grant Funding FY 2010-2011 as presented. Approved 8-0.

Other Business:

TDC Financial Report : Janice Billy, Assistant Council Auditor

➢ Ms. Billy distributed and reviewed the TDC Financial Report for January 31, 2011 The amount of bed tax collected in January was $334,402.43. Comparison of collections for last twelve months to prior twelve months shows there was an increase of 5.51%. Ms. Billy noted that the budgetary balance available for grants was $170,474.00. That will be the amount that the TDC would have available to distribute for new grants.

President’s Report Daniel O’Byrne, Visit Jacksonville President

➢ Mr. O’Byrne went over the Visit Jacksonville packet which was distributed. He reviewed the activity calendar and the Jacksonville area hotel occupancy trends from Smith Travel Research (STR) which covered average daily rate and RevPAR (revenue per available rooms). The “Executive Dashboard” report included:

o Sales

o Key Performance Indicators

o Industry Trends

o Visitor Profile

o Occupancy by Segment

o Visit Jacksonville Marketing Dashboard Q1 2011

Discussion:

➢ Mr. Pozin stated on the record to Mr. O’Byrne that when doing planning and budgeting that in our community once you go outside the Downtown area approximately 80% are not convention properties but a lot of limited service. Mr. Pozin noted when deploying resources the Visit Jacksonville organization will take that into consideration. It is lopsided as many of the staff is out selling conventions and group business which is the 80/20 rule; selling to 20% of the community where in 80% of the community there are a lot of limited services hotels . We need to readdress how to fill those room nights because when you look at STR (Smith Travel Research) report those are the ones lacking occupancy and RevPAR that need to be able to boost their sales. Mr. O’Byrne said there was no question.

Jacksonville Visitor Profile Quarterly Report:

➢ Mya Surrency, Visit Jacksonville Director of Marketing, distributed a profile of the Jacksonville Visitor February 2011 with research update covering the following:

o Tourism Industry Represents: $1.5 billion in economic impact in Duval County in 2009

o Third Quarter 2010 Visitation: 479,000 visitors with $328,183,733.00 in direct economic impact for Duval County

o Top Five Feeder Markets: Greater Orlando Area, Atlanta, Tampa/St. Petersburg, New York City, Miami/Ft. Lauderdale

o Visitor Origins: 36.3 % of visitors from Southeast, 29.2% from Florida, 14.3% from Northeast resulting in double digit increase in occupancy each month in quarter

o FY 2010-2011 First Quarter Convention Bookings: booked 47,506, with biggest increases in national association market

o Marketing Update: New Website public launch in March; Downtown convention center support alliance; Times Square ad

➢ Ms. Surrency distributed a media report on the additional 5% advertising for October 1- December 31, 2010.

Florida’s First Coast of Golf Report: David W. Reese, FFCG President

➢ David Reese, President of Florida’s First Coast of Golf (FFCG), presented the Duval County Golf update for the 4th Quarter FY 2009-2010 TDC Report. Mr. Reese noted golf tourism rounds/rooms was down 9.2% in 2010. Mr. Reese stated that the positive was that golf tourism remains a significant travel market for Duval County and Sports Illustrated Cover Wrap Sweeps generated 22,419 opt ins , in addition to an increase from regional to national circulation.

Sunshine Law Training: Steve Rohan, Office of General Counsel

➢ Mr. Rohan distributed a hand out on the Florida Sunshine Law Article I, Section 24, Florida Constitution; Section 286.011 Florida Statutes as it related to “Florida’s Sunshine Law and the TDC” and did an overview covering the following:

o All meetings of commissions are to be held in the sunshine

o Law requires meetings accessible to public, advance notice, and written minutes

o What is a public meeting and what meetings are applicable

o Consequences of violation of the law

Closing Comments:

➢ Next Quarterly TDC Meeting-Thursday, May 19, 2011.

Adjournment:

There being no further business to discuss the meeting was adjourned at 11:45 a.m.

NOTE: “DRAFT” of Minutes from TDC meeting of February 17, 2011, to be approved at TDC Quarterly Meeting of May 19, 2011.

Minutes: Annette R. Hastings-TDC 02/24/11 “Draft” Copy of Minutes/CityC

CD: 1-LSD

Materials: Submitted to LSD 02/24/101

Approved TDC Minutes November 18, 2010

Meeting Notice TDC February 17, 2011

Agenda

Sign-in Sheet

January TDC Financial Report 2011

Visit Jacksonville February Quarterly TDC Report Packet “Immerse Yourself Here”

Applications:

Jazz Festival 2011

MWUGL 2011

USOA Conference 2011

Lipstick Justice 2011/ Lady Law Entertainment

First Coast Global Day of Prayer/Handout

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