MINUTES OF MEETING TOURIST DEVELOPMENT COUNCIL ST. JOHNS COUNTY, FLORIDA AUGUST 26, 2013 (1:30 P.M.) Proceedings of a regular meeting of the Tourist Development Council of St. Johns County, Florida, held in the auditorium at the County Administration Building, 500 San Sebastian View, St. Augustine, Florida. Present: Bill Hughes, Chairman Irving Kass, Vice Chairman Jay Morris, BCC Representative Andrea Samuels, City of St. Augustine Beach Representative Scott Bartosch, District 3 Fred E. Cozby, District 4 Jack Peter, District 4 Lenora Newsome, Deputy Clerk Also present: Glenn Hastings, TDC Executive Director; Dena Masters, TDC; Carrie Horn, TDC; and Regina Ross, Assistant County Attorney Absent: Joseph Boles, City of St. Augustine Representative (08/26/13-1 - 1:37 p.m.) 1. CALL TO ORDER Hughes called the meeting to order. (08/26/13-1 - 1:38 p.m.) 2. PLEDGE OF ALLEGIANCE Peter led the Pledge of Allegiance. (08/26/13-1 - 1:38 p.m.) 3. ROLL CALL Hughes stated that all members were present with the exception of Joe Boles. (08/26/13-1 - 1:38 p.m.) 4. APPROVAL OF AGENDA Motion by Samuels, seconded by Morris, carried 7/0 with Boles absent, to approve the Agenda, as amended. (1:39 p.m.) Hastings mentioned that staff reorganized the agenda, so that the items that required action appeared earlier in the meeting, Exhibit A. The reorganization was as follows: Agenda Item 7b - Updated Category Budgets (previously Agenda Item 7d); Correspondence Letters - Romanza, Inc., and St. Augustine Association, and Agenda Item 8d - VCB Monthly Report. (08/26/13-1 - 1:39 p.m.) 5. APPROVAL OF MINUTES 08/26/13 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 1
Motion by Kass, seconded by Bartosch, carried 7/0 with Boles absent, to approve the minutes for the June 17, 2013, meeting, as submitted. (08/26/13-2 - 1:39 p.m.) 6. PUBLIC COMMENT (1:40 p.m.) Ed Slavin, P.O. Box 3084, mentioned receiving a response, to a Facility of the Year Award, (FOYA) request that he had filed with the U.S. Department of Interior. He mentioned the Federal continuing Resolution, and a big land deal by combining lands together. Hughes asked Slavin for his background credentials to which Slavin responded. Discussion followed on scheduling a Tourist Development Council (TDC) workshop, legislation, and considering the TDC s and public s ideas. (1:47 p.m.) Hughes spoke on an email from the St. Augustine Beach Civic Association, Exhibit A. (08/26/13-2 - 1:51 p.m.) 7. ADMIN & SPECIAL USES - G. Hastings A. VIC Agreements (Action Required) (View tab 7b in books) 1.) City of St. Augustine 2.) SJC Chamber Arts, Culture, & Heritage Hastings mentioned that there were two revisions in contracts for Visitor Information Centers (VIC); City of St. Augustine agreement to reflect changes that were made in the Visitor Information Center and the St. Johns County Chamber of Commerce agreement for visitor services in Ponte Vedra. He said they were building a relationship with the Chamber, particularly in the Ponte Vedra division as a communication link to the nontourism business community. He spoke on matching events that occurred from St. Augustine to Ponte Vedra, so the whole county would be included. Discussion followed on the documents being agreed upon by both sides and focusing on the scope of work, giving Ross time to look through it. Hastings asked for a motion to approve the scope and to approve the amount of funding from a budget perspective. Bartosch said that he was not sure why Hastings was asking to approve the contract when the county attorney still had to review it. Discussion followed on approving the contract. Ross explained that the request was to make sure that the TDC approved the changes in the scope of services, with an update to the contract itself. Discussion followed on the scope of services, the changes made, and private events and set hours for the events. (2:02 p.m.) Motion by Bartosch, seconded by Morris, carried 7/0 with Boles absent, to tentatively approve the scope of work in the two contracts contingent upon the contracts being return to the TDC before they were signed by any of the individuals involved. (2:04 p.m.) B. Category Budgets (update) (View tab 7b in books) Hastings said the June revenue was a little flat. He stated that they revisited the carry forward amount, and cut the anticipated amount that would be received this fiscal year by $350,000 deleting it off of the budget. The Visitor Convention Bureau s (VCB) portion of that amount was a little more than $100,000 for the other categories. Discussion followed on electronically collecting sales tax, nine and a half percent being a good month, revenues beating expectations, and year 2014 beating year 2013. Morris gave a quick analysis, and said in 2015 the whole method had to be reversed. Hastings spoke on the VCB budget. (2:16 p.m.) Samuels ask about destination marketing not having a contingency reserve. Hastings said they did have reserves and explained. Samuels spoke on leisure recreation. Discussion ensued on the economist indicators being strong for the State, 08/26/13 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 2
closing out revenues in November, cutting expenses with marketing being the last item to cut, projections being too high, percentages, and setting realistic goals. C. TDC Annual Plan (Update) (2:35 p.m.) Hastings distributed a copy of Item 7c, new changes, Exhibit A. He reviewed the organizational chart on page 2, and mentioned putting together a communication plan for the TDC. He said they were going to concentrate on communicating. Discussion ensued on having a public information officer, good research, budgets being included in the document, and explaining the beach budget. (2:44 p.m.) George Gardner, 57 Fullerwood Drive, made comments about the funding direction in the heritage events. (2:48 p.m.) Ed Slavin, Box 3804, spoke on placing the TDC minutes, agenda items and backup on the website for everyone to look at before the meeting, and increasing the African/American initiative funding. He said there needed to be diversity. The meeting recessed at 2:51 p.m. and reconvened at 3:01 p.m. D. Funding Panel Recommendation (Action required) (View tab 7a in books) (3:01 p.m.) Hastings introduced Eric Doten, Chairman of the funding panel, who spoke on rescoring, redistribution of funds, and recommending how the $550,000 should be distributed. (3:05 p.m.) Dick Williams, 50 Executive Way, spoke on the funding panel having seven seats, but only five seats were filled; and if the scoring was fair and un-bias. (3:13 p.m.) Diane Bradley, 22 Marine Street, spoke about the electronic system and not being able to open items in the system. (3:17 p.m.) Phil Genovar, 320 SR 312, President of the Easter Festival, mentioned this was the first time there was no assistance or funding for the Easter Festival. (3:19 p.m.) Ed Slavin, Box 3084, spoke in opposition of having quotas for zip codes. (3:23 p.m.) Hastings spoke on the Funding Panel giving their recommendation, discussing the process of making sure the glitches did not happen again, value of enhancement, and not losing sight of that being a marketing program. He mentioned the dates of the different programs for the year 2013. Peter offered the following comments; reviewing the process for grant applications, the inherited flaws, and needing another solution to make it fair. Discussion ensued on readdressing issues; sending recommendations to BCC; fixing the process, including the organization in the discussion of the process and how the process could be improved; and prescreening grants before going to the funding panel. (3:39 p.m.) Motion by Hughes, seconded by Samuels, not to approve the funding panel grant recommendations as presented. Ross mentioned that the recommendation could be approved as presented or sent back to the grant panel with specific directions, and not forward it to the BCC with recommendations. Hughes said there needed to be some geographic continuity, review the redistribution of funds throwing out the high and low scores, and look into a seven member funding panel. Morris mentioned if any member of the funding panel had any involvement with anyone applying for funding, they needed to recuse themselves. (3:42 p.m.) Ross clarified the direction of sending the grant recommendations back to the funding panel for re-evaluation, which was based on a criteria that was already approved by the TDC. She said it had to be consistent with the criteria, which called for 08/26/13 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 3
a process to alleviate the low score and high score. Discussion ensued on starting over from the beginning to evaluate, score, and make recommendations; recruiting funding panel members to a board of seven before re-evaluating the applications; needing a diverse point of view; and having potential candidates from Ponte Vedra to fill one of the vacancy seats. Peter suggested directing Hastings to fill the seven seats, and then have those seven individuals review the applicants that were brought forward, with the same criteria. (3:49 p.m.) Eric Doten, Chairman, funding panel, said that the panel agreed 100 percent with the TDC about revising the process. He said they never received the kind of guidance for the past two years that gave the funding panel ground rules that were discussed by the TDC. Cozby asked, of all the projects being recommended, how many would take place before December 2013, or January 2014. Hastings said the number of events that were proposed, were up 5.3 percent over 2013. He said the deadline for accepting applications was May 17, 2013, and the funding panel had about a month to evaluate the applications. Ross clarified that they were looking at the existing applications as submitted, with no changes, having a panel of seven. (3:57 p.m.) Motion by Peter, that the TDC did not approve the funding panel grant recommendation as presented; and requiring that all seven seats of the funding panel be filled; and that all applications be reviewed under the same criteria and returned to the TDC, as soon as possible. Glen suggested making a provision because the TDC had reviewed the applications, and made a recommendation to the County Commission before they could send them directly to the County Commission, to fill the two vacancies. He said it could be part of the motion, in filling those two seats. Peter told Hastings, that was a housekeeping detail that he could handle with Wanchick and the County Commission. (3:59 p.m.) The motion was seconded by Cozby, carried 7/0 with Boles absent. (3:59 p.m.) Scott said within the next 60 to 90 days, they would have in front of them, changes to the guidelines for the grants, and he thought that the TDC should go on record saying what they wanted, a submittal program on how people submit the grant, so when the guideline changes came before the TDC, a tested submittal program should be attached. He said there should be an evaluation plan in writing for all applicants, written instructions to the funding panel that were approved by the TDC on spending money, the funding panel could not meet unless they had a full panel, and the TDC should determine how the money should be spent. Hughes added that the scoring panel on the low and high should be added to that list. He said the seats that governed the seven panelist was important, and should be considered by the TDC regarding where they geographically lived and resided. Discussion followed on the scoring. F. October Workshop Topics (4:04 p.m.) Hastings suggested a workshop for the October meeting relating to the beach and pier issues. He suggested splitting the workshop agenda into fresh guidelines and rules in the draft marketing plan. E. Agency Evaluations (4:05 p.m.) Hastings spoke on the evaluation for the VCB s mission statement, and the Cultural Council s five year strategic plan and marketing plan. Kass asked about the memo in their packet regarding the evaluation of the Cultural Council, Exhibit A. Ross said that the Attorney s Office generated the evaluation, for the information of the BCC board. (08/26/13-4 - 4:14 p.m.) 8. MONTHLY REPORTS A. Art, Cultural & Heritage Category 08/26/13 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 4
Presentation slide show, Exhibit A, was shared by the following: Andy Witt, Carol Banks, Jacquie Wojcik, Jeff Kalish, Jennifer Bryant, and Kelley Stam. Andy Witt, Executive Director, St. Johns Cultural Council, mentioned the slide show on the marketing plan prepared by the Shepherd Agency, Exhibit A. He said that the contract with the County did not call for the Cultural Council to do any particular prescreening of any grant applications. He said that the Cultural Council reviewed the grants as a matter of course, but in the guidelines and applications, it specifically said the application should stand as submitted. (4:16 p.m.) Carol Banks, Vice President, Research and Planning, Shepherd Agency, spoke on the cultural tourist, and what was needed to attract them, Exhibit A. She spoke on cultural destination objectives; wanting to use arts; cultural and heritage, specifically, to increase overnight stays and part of that meant they would have to generate more awareness about the area as a unique cultural destination. She said this was the brand idea that they wanted to explore. (4:20 p.m.) Jackie Wojcik, Creative Director/Copywriter, Shepherd Agency, spoke on the pennants, cultural around every corner, and the internet banner ads template, Exhibit A. (4:22 p.m.) Jeff Kalish, Vice President, Media Director, Shepherd Agency, spoke on the media advertising strategies, using three different kinds of plans; behavioral, contextual, and search re-targeting campaigns, Exhibit A. (4:33 p.m.) Jennifer Bryant, Public Relations Specialist, Shepherd Agency, spoke on a strategic communication plan to reach consumers through news media, public relations strategies, public relations tactics, and Public Relations measurement and analytics, Exhibit A. (4:37 p.m.) Kelley Stam, Director, Digital Services, Shepherd Agency, reviewed their digital strategies including the website. She mentioned using banner ads, share graphics, e-mail, long term mobile apps, the right combination of social media, and analytics, Exhibit A. (4:44 p.m.) Banks said they wanted to accomplish providing resources to the Arts, Cultural, and Heritage, (ACH) Organizations. She said they were also developing a toolkit, ACH organizational workshops, and a marketing plan budget amount of $485,540. (4:51 p.m.) Witt commented on the marketing plan budget. Discussion ensued on the marketing plan budget amount of $485,540. (4:52 p.m.) David Rice, President, St. Johns Cultural Council, spoke on the contract, four no s in the tables of deliverables, and accountability measures. (4:56 p.m.) B. Leisure & Recreation - G. Hastings (Action Required) 1.) Funding Request - $5,000 - First Tee of North Florida, St. Augustine Amateur 2.) Funding Request - $2,500 - Pink Up the Pace, Inc., Pink Up the Pace 5K Walk/Run Hasting mentioned requests from First Tee of North Florida and Pink-Up the Pace. He said both of the requests had been reviewed and recommended by the Recreation Advisory Board. Motion by Bartosch, seconded by Samuels, carried 7/0 with Boles 08/26/13 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 5
absent, to grant the two requests from First Tee of North Florida and Pink-Up the Pace. C. Destination Marketing (4:57 p.m.) Richard Goldman, Executive Director of the Visitor and Convention Bureau (VCB), gave a presentation on the St. Augustine-Ponte Vedra VCB report to the TDC, Exhibit A. He spoke on the Smith Travel data for July 2013; and St. Johns County having 9,000 rentable units in hotel/motels. He reviewed the value of dollars, the bed tax collections, website dashboard, social media, sales measurement summary, communications measures summary, executive director s comments, concerns about the budget, and the VCB evaluation. He also reviewed the FY 2014 450 th marketing plan, marketing objectives, 450 th in 2015, FY 2014 events calendar, and the commemoration marketing budget. D. Financial Reports (Information only) Hastings mentioned that the financial reports were in the agenda packet and he would answer any questions. There were none. (08/26/13-6 - 5:23 p.m.) 9. COMMENTS BY MEMBERS Cozby mentioned that all of the hotels in St. Augustine were sold out for The Gentlemen of the Road Concert, and people were talking about renting out their condos. He spoke on concert transportation. Bartosch had no comment. Irving had no comment. Peter had no comment. Morris had no comment. Samuels had no comment. (5:25 p.m.) Hughes thanked everyone for their attention and passion for the community. (08/26/13-6 - 5:26 p.m.) 10. ADJOURN With there being no further business to come before the Board, the meeting adjourned at 5:26 p.m. Approved, 2013 ATTEST: CHERYL STRICKLAND, CLERK By: Deputy Clerk TOURIST DEVELOPMENT COUNCIL OF ST. JOHNS COUNTY, FLORIDA By: Bill Hughes, Chair 08/26/13 TOURIST DEVELOPMENT COUNCIL REGULAR MEETING Page 6