Destination Florida Commission Meeting  Holiday Inn Select 316 West Tennessee Street Tallahassee, Florida 32301 Summary of Minutes September 30, 2002

Commissioners Present:O’Neal Douglas (Chairman), Mae Louise Baker, Sena Black, Tess Canja, Irene DeLaby, Joe Greer, Maritza Gutiérrez, Dan Lestage, Barbara Lindstrom, Clarence McKee, Richard (Dick) Nunis, and John Ruffin.Governor Bush made a special appearance in the afternoon.

Others:  Secretary Terry White, Kathleen Shanahan (Governor’s Chief of Staff), Bentley Lipscomb (AARP State Director), Janegale Boyd (former Representative), Bob Ballard (Deputy Director-DEP), Barry Pitegoff (VISIT Florida), Kim Bahrami (STO Director), Kim Plonski, Tom Reimers, Horacio Ferrer, Eloise Williams, Cynthia Barnett (Florida Trend), WFSU-TV/Florida News Channel, WCTV, Russell Day, Peggy Bailey, and several other unnamed visitors.

Chairman O’Neal Douglas called the Destination Florida Commission meeting to order at 9:00 a.m.He covered events of previous meetings and outlined aspirations for the day’s meeting.

He reviewed the seven areas of discovery (see Notebook, Tab 4:Mission @ page 2):

• Economic Issues (to be discussed/presented next meeting). 
• Health. 
• Housing (to be discussed/presented next meeting).
• Transportation.
• Amenities.
• Technology.
Marketing plan (Maritza Gutierrez will help with this)

• Charged by the Governor with a timely evaluation of how Florida recruits and retains older persons to return to the state. 
• Analysis in a non-partisan way with a global point of view. 
• Elders are good for budget of state of Florida for the people of the state of Florida. Do we want to bring more people into Florida?
Governor’s point of view: as citizens interested in the state doing well in whatever it endeavors, we want this segment (elders) to do well. It is important to recognize that the revenue elders bring to our state is very important. Now starting to look at not only the idea of marketing, but also how we present our recommendations to the Secretary and the final report to the Governor, due sometime in late January 2003.We present it by looking at the current issues, which improve each time we examine them. 

• Sena Black, Vice President of Enterprise Florida.
Joe Greer, Chair of Elderly Affairs Advisory Committee, and a medical doctor with South Florida Health Care.

• We need look at Arizona, Mississippi, etc. If we don’t, we must do something in next 2 years, or we will be behind. We need to ‘Seed and Cultivate’. Plant seeds now. There are things we should look at that we didn’t know exist.
• The state park system is very important to senior citizens.
• Elders continue to grapple with Congress unable to act on Medicare. Accessibility and affordability of health care; Federal government needs to help resolve this issue. 
• Prescription drugs; uninsured is creeping up again.
• Availability of insurance:

• One member felt that it was an aggressive plan to submit the Commission report by January 2003. 
• Look at issues/policies other states have. In California, burden falls on state and pharmacy. Under 65 and above 50 at highest risk, remarkably increasing. Need to be able to have a system set up to take care of them. 
• Seniors are important! Educate people that seniors are not a burden. 
• One member presented information on Destination Florida Commission to Digital Divide Council. Council needs to heighten sensitivity and awareness. He also attended the public hearing in Margate. Persons there responded about concerns and woes, which heightened sensitivity and concern. Challenges: Dealing with very different groups of people.

• From point of view of looking at benefits: Business: There are other benefits that have been overlooked that we should focus on. 

• Transportation: Mass transit system.
• Provide older people with educational opportunities.
Market state parks, springs, etc. better.

• Home health care insurance need to be emphasized more.
• Wait list for long-term care services is too long.
• Prescription drugs coverage is a big concern
• Telemarketing scams: someone needs to inform state how to deal with these problems.
• Chairman Douglas presented question “Why do people come to Florida?” and the following responses were given: Weather, moved for employment, sales tax lower, intangible tax relief, more diversity. 
Senator Skip Campbell also attended and voiced his concerns.

• Insurance premiums were too high.
• Health care is a major concern of seniors. 
• Fragmented long-term care system.
• Some are concerned about infrastructure not being built. Concerned with not supporting younger generation in terms of education. 
When asked, “Why do people come to Florida?”Similar responses received:Recreation, family, change in lifestyle, affordable housing, cost of living is very much lower in terms of gas, groceries, living. More educational opportunities here.

· Gave overview of Land and Recreation.Area covers:green side, state parks, greenways, trails, and state lands.

· Introduced his staff who would be presenting at meeting: 

- Jim Stevenson, Director, Florida Springs.

-Katherine Andrews, Director, Office of Coastal and Aquatic Managed Areas.

-Jena Brooks, Director, Office of Greenways and Trails.

-Wendy Spencer, Director, State Parks.

• DEP has unique opportunity; Governor Bush has provided unique tools.
• Have over 6000 elderly volunteers. Florida seniors make up 25% of task force, all different occupations from all different states, areas. Come to parks because beautiful to work there. 

• Senior volunteers encouraged to take ownership of parks; to put thumbprint on state parks. 
• Numerous environmental education programs exist. Can be designed on request- perhaps for Elder Hostel.
• Need volunteers! Seniors are a very significant part of our task force. Whatever the interest, they have a job with us. Coral Research. 

• Thanked his staff and then recognized Ms. Irene DeLaby, one of the Commissioners, as DEP’s ambassador of volunteerism.
• Concluded there are three important steps we need to take: (1) educate, (2) give information, and (3) motivate.
• Resources are used in ways that elderly can certainly add to their quality of life. Our state parks offer these opportunities.
Adding to quality of life will help in all other aspects that we are looking at.

• “Florida is taking off”; meeting to deal with these issues. 
• Attending national meetings every six months about state parks 
• All other states are closing parks or getting rid of employees. Florida is only one that seems to be increasing state parks and employees there. It has skyrocketed. Other states would love to be in our place. 
• Citizen support organizations (CSO) up to 78 now (e.g., Lions Club, Kiwanis, etc.) recruiting volunteers in their communities. Budgets in future will get tighter; we must rely on our volunteers (seniors!). Volunteers/elders are encouraged to take ownership of the parks, so they come on board and stay. 

• 600 springs in Florida definitely some of Florida’s best-kept secrets; need more publicity. . Problems: erosion; inaccessibility to seniors in some places. 
• Environmental concerns: where happening, notification is provided to offender and it usually stops (especially farmers).
• Accessibility. In response to suggestion that state apply to the Federal Government for natural budgeting/scenic byways, Department of Transportation has helped with many grants for trails and parks. Two agencies continue to work on it.

• Motivation for tourism is to visit family. 
• Tourism: VISIT Florida. Tourism is clearly the largest industry in the state. Post 9/11 tragedy: Make Florida look good (in spite of 2000 vote situation). 
• Tourism expenditures make 21% of all retail sales tax; the state collects about $50 billion.
• Multiplier effect: people leave, and dollars stay. Export industry. For every dollar spent here, about $1.80 is spent to support the visitors. 
• We have a strong economy. 
• Post 9/11 we were doing surveys of residents asking: How has the downturn in tourism has affected my household? Definite effect. 
• Diversified product. There are 67 counties in state, with only one without a hotel/motel (Union County). There are 48 with convention and visitors bureaus.
• Three reasons people come to Florida:

• Post 9/11 Surveys: Legislature granted an extra $20 million to advertising and tourism in Florida. Found: Motivations to come to Florida were stable, augmented. People began to “Regain a sense of balance” in my life- Market spas, nature, walks… Trends: Combine statistics and research with insights. Visitation is a reflection of what happens when people aren’t working. Florida is the repeat destination of people on vacation. 
We are the custodians of the state’s image

• Prototypical model. It shines as example of public partnership. 
• Enterprise Florida: one model:
• 501(C)(6) agency contracted out to Office of Trade, Tourism and Economic Development (state agency), and created to market tourism.
• Florida adds taxes to visitors. When you return a rental car, for example, there is a $2 a day surcharge. 15.7% goes to VISIT Florida
• Over 3000 partners that have joined with us. They feel their investment is a function of their success.

• In the past, some would buy a new home without seeing it. Now most people who move here purchased a new home while on vacation. Survey of visitors to Florida also tells us how people get to Florida.
• Senior market: ad agencies would skew toward hiring younger people. Census 2000: difference between 25-54, 55-64… is up 15%. Baby boomers are retiring. That’s where the opportunity lies. We need to attract these visitors to the state. 
• Promotion is another resource: Gives publicity. 
• Sales are another resource. People demand meeting facilities… We can satisfy their needs and bring people together. Television commercials, phone for vacation guide web site advertising, visitor centers with brochures, fresh juice, things to satisfy. Web sites. Partners get free ads on web. Free vacation guide. VISIT Florida, FLAUSA. We facilitate advertising. 

• We don’t do anything to attract seasonal residents directly. Unique visitors. We register web hits, measure visitors. 
• The 3100 other agencies that have invested with us as partners are the ones who come to Website. Those who pay for ads. Joint venture from other agencies. As long as they meet our standards.
• Suggestion from Commissioner: Florida’s population was 6 million in 1965. Today # 1 problem is transportation for over 16 million people. We desperately need more roads. Major east-west roads, major north-south roads are needed. Work with Department of Transportation, take fight to Washington. We only get 88 cents of each dollar of tax on gas. With that extra 12 cents we could make that money go much farther. 
• Visitors: 90% from US. But not true in all parts of state. Canada and UK are #2. 24% of sales tax from tourism type expenditures. 
We generally go to the adult population, 25 and up. We don’t want to focus mostly on a 5% population, say golfers for example.People getting on planes, there is about 10% lower rate in air travel than last year. This is higher than most other states. State recovered fast because of ads and price differentials. 

• Need to foster coordination between Department of Environmental Regulation and the tourism staff people.
• Better educate residents and visitors about the Florida springs.
• Quality of life is marketing tool.
• Show off landscape in Florida.
• Divergence between tourism and attracting residents. That has always been but we need to couple all the factors together. These include tourism, visiting, residence, and quality of life possibilities. Other states will market the same things. 
• Marketing has to be different; must market with benefits.
• Construction, building industry.
• Insurance: health care, automobile and worker’s compensation.
• Education: get the five medical schools involved; expand on satellite campuses.
• Saturation.
• Housing: CCRC, campuses, assisted living, subsidized, modular housing; make sure infrastructure in place for people since living longer.
• Intangibles taxes; where is money coming from for the necessary changes.
Socialization opportunities-junior colleges.Diversity of student body; age and experience differences.Chairman Douglas then reviewed the issues
1)Concentrate effort on natural resources, coordinated effort between different agencies.

5)Bureaus for visiting.

6)Image for retirement states.

7)Connect retirement to tourism. 

8)Perceived saturation.

9)Marketing strategies: cultural amenities, ethnicity, etc.

10)Housing issues, options for everyone.

11)Distance learning.

12)Intangibles tax.

13)How will we fund the changes recommended by this Commission?

14)What will the changes look like?

15)How do we bring more people? Attract more revenue?

16)Seniors want socialization.

17)Promote diversity in age also.
 

More comments from Commissioners:

• Communities for a lifetime --communities are concerned about this. Market smaller places, towns, and cities in Florida. 
• If implemented, there may be a need for an oversight agency, an elderly switchboard, a hotline, etc. so people will be able to get answers when questions.
• Telemarketing fraud comes in here. 
• SSN numbers given out over phone; big problem.
Department of Agriculture, Consumer Services, has “DO NOT CALL” lists. AAA in Broward County has training for elders on fraud.

• Office created by Governor to pull together state agencies, free up technology dollars, and use technology more efficiently. This will help bring seniors to Florida. Aggregate purchasing. 
• View the STO role as enabler and enhancer of information.

• Myflorida.com portal . Easy for citizens to navigate. Forces agencies to come together, overcome turf issues, and work together.
• Security.Eliminate breaches, lack of background checks, be proactive about hacking plans. Limit cyber-attacks. 
• Next Generation Network: deliver cost efficiently. Optimize infrastructure in Departments. 
• Help Desk Consolidation: bringing a volume of technical support services from all agencies, reduce cost, and make sure each agency is assured same level of service, to continue work without being interrupted (because of technical problems). 
• Data Center Consolidation: Five in Governor’s agencies, 15 in all agencies in State of Florida. We are spending way too much money on old technology. We need to reduce staff, increase technology, and update information. Tremendous cost savings. Get state agencies to work together and use same information. Systems and mainframes exist that allow us to migrate to a dual data infrastructure

• Aggregate purchasing under STO. Increase buying power of state as a whole.

• Could do promo web site to encourage people to come down. Part of what marketing team does -- inexpensively or at no cost. Put it on the myflorida.com page. Could use headlines, banners, etc. for the Commission and its issues. Create and provide on-line to cater to senior citizens.
• Videoconferencing capabilities are not available in many places, especially rural areas. 
• High speed Internet access anywhere in the state would enhance senior citizens’ lives. The infrastructure is there, but the service isn’t always available.
• Many of the six initiatives can be accomplished with our current level of funding, especially Next Generation Initiative. I am looking at restructuring the contract to moving into areas more common. Suncom infrastructure is $122 million initiative; we will consolidate three networks and no longer have to pay for 3 sets of air traffic controllers, a cost savings of $32.5 million over five years. 
Will look into focus groups with seniors to find out what they like.Agree that new terminology for the elders are needed.Extend offer to Commission members to become involved.

(Power Point/handout available)

First thought:What would the Commission want to think about in terms of volunteerism?What types of environment and culture are there in Florida to support volunteers?Is there a need?

• There is always a high need for good volunteers. From a state perspective, the Governor has made volunteering a very high priority; impact evident
• Florida has strong commitment to volunteerism: Community Service Act of 2001.
• Opportunities available:
• –Leadership. 
• –Professional.
• -Direct service.

• Benefits?

4)  Provide information and assistance, peace of mind. 

• www.aarp.org/fl
• http://www.volunteerflorida.org/
• elderaffairs.state.fl.us

• Volunteerism among elderly community is promoted in the Elder Update publication, through Governor’s proclamations and success stories, as well as word of mouth. Those who volunteer are very good at recruiting their friends. 

• Florida has a good-Samaritan law. “We Care” statutes cater to volunteers, sovereign immunity. Many can’t get private insurance. 
We are effective at making our elderly community aware of volunteer opportunities.Those who are 60+ have the opportunity and know they have the opportunity.The dynamic is that multiple requests are made of the same individuals for volunteering.We always need new volunteers. 
Governor Bush made appearance at 2:20 p.m. for about 20 minutes.He thanked the Commission members for their work.An interactive group discussion between the Governor and the Commissioners followed. 

• 65% full time employed Hispanics have no health insurance. We have to look at a way to make small business insurance affordable to the employer.
• Seniors are NOT a drain on the economy. How do we change this perception in society in Florida? Seniors as foundation in society. Show the world that they have positive influence, and others will welcome more senior centers to the area.
• Affordable housing issue (for seniors coming to area). – We use acronyms much of the time on the web and it would perhaps be more beneficial to spell things out so that people have a better idea about what is really available.
• Forming groups, look at models that have been in existence to cover whole family group.
• Dictionary with new terminology.
• Long term care to be added to issue list.

Russell G. Day, 602 San Pedro Drive, Lady Lake, FL 32159.Concerned about Florida Statutes 190.Presented 2001 article: this goes back to 1993-94 when director of legislative affairs at the time knew of this and looked over it. We’ll be up the third weekend of next month. Chapter 190 deals with Community Development Districts. City, county loses a great deal of money through this statute.(several handouts left; need to be copied and distributed to Commission members)

Peggy Bailey, 625 East Morningstar Lane, Hernando, FL.Appearing as an observer today.Gave statement regarding housing -- paying subcontractors and construction workers. Seniors may be required to pay twice.This will be addressed further at next meeting. (handouts distributed at meeting)

Robin Walls, 2800 South Adams Street, Tallahassee, FL 32301.Not present.

Janegale Boyd, FAHA President, 1812 Riggins Road, Tallahassee, FL 32308.

• Housing for seniors
• Types and affordability - CCRC and HUD
• What the future retiree wants
• Sense of Community - fewer than 1,000 (rural comm.), diversity and socialization focus.
• Smaller homes - talk about what is reality, not really smaller but designed differently - one level and fewer bedrooms, extra room for study and “great rooms” with big kitchen and larger dining room for entertainment.
• Amenities - day spa - 24%; meditation garden - 15%; educational facilities; high speed Internet and libraries.

Market

Barriers for Housing

·Insurance 

·Gerontology

Recommendations

·Encourage “age-restricted” communities that sell mostly to people 55 and over.

·Support federal housing laws that allow developers to set minimum age requirements for up to 80% of the residents in a community.

·Many who want to build affordable housing need state matching funds to assist with federal HUD funding. Florida Housing Authority (create more focused money to be spent on elders - now only 10%).

·Insurance solutions.

·Market Florida housing and environment.

·Preserve tax exemptions for seniors in not-for-profit communities.

• Sense of community.
• Convenience.
• Socialization.
• Health care.
• Diversity.
• Education and career opportunities.

Chairman Douglas thanked all of the public speakers for their appearances and bringing forth their concerns.He told them the Commission would analyze issues, look over problems, as well as make recommendations.Closed public portion of meeting.Asked Commissioners to provide any comments they might have about today’s meeting regarding format, other issues/concerns, etc.

Closing Comments from Commissioners: 

• What goes out to public should be clear and direct, with proper punctuation, etc. 
• Praised Chairman Douglas’ operation of the meeting.
• Housing – congregate living, nursing home, standards should be kept up.
• Can we get information on legislation that protects the seniors in all of these different issues?
• Number of pieces of legislation; issues as far as adding name to Do Not Call list, and others.
• Look for ways to get money. DEP did great presentation. Find a way to be a donor state in the future. California, Texas, and Florida are donor states. Tired of money going to Alaska; ask for help in Washington. Infrastructure. Get marketing dollars as another benefit for seniors. Big picture: Florida should put together a film, which would market this state better than anything we could ever say. Perhaps Imax. These could be shown at World Fairs. We are 4^th most popular state in the country, soon to be third.
• AARP in back of mind. Seek solutions: Partnering with other organizations is what will bring solutions. Transportation is always a big issue. Team up with AARP 55-Alive to be Good Samaritan drivers. 
Need to look at big picture.What laws have to be changed?

Chairman Douglas then asked Commissioners to return to Areas of Discovery at Tab 4, page 2 in Notebook. He asked that the Commission: 

In sum, he reasoned that he asked that the group be prepared to go to the next level, which is to start our analysis of the facts and to start to draw conclusions from the issues the public has made us aware of, the issues the Secretary has made us aware of, and what we have found in our own way.  We will look at the opportunities we have; dovetail them together because we can’t submit a marketing plan without addressing the issues.

• Changing lifestyle may be a part of attracting people to the state.
• Add automobile and worker’s compensation insurance.
• Economic issues will certainly be covered at the next meeting. Perhaps Enterprise Florida could give 15-minute presentation on economic issues.
• Several Commissioners suggested Darryl Kelly as a presenter on economic issues. Secretary White agreed to call him. 
• Economic issue will probably be more than one topic itself, i.e., Dr. Zingale (Revenue) and Agency for Workforce since there are so many factors to cover. Marketing is the other big issue. Housing as well.Suggested panel of people to discuss the issues. 
• Report to Governor will be more than a marketing plan; it should also list issues, positive and negative. We may not have the answers but at least we’ll have the issues at hand to examine. 
• Next meeting scheduled October 31, Orlando, Florida.

Meeting adjourned at 3:43 p.m. 

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 9:00 -   9:05 a.m.  Welcome                                                       O’Neal Douglas, Chair 

 1:00 -   1:45 p.m. Presentation:

 3:50 -   4:00 p.m. Closing Remarks                                 O’Neal Douglas, Chair