Item D20BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: October 17, 2012 Division: County Administrator
Bulls Item: Yes No X Department: County Administrator
Staff Contact /Phone #: Abra Campo/ext. 4445
AGENDA ITEM WORDING: Approval of one "At Large" appointment to the Tourist Development
Council District I Advisory Committee.
ITEM BACKGROUND: This position was advertised due to the end of term for Ms. Margaret
Romero.
Applicants are: Mr. Mike Petro
Ms. Margaret Romero
Ms. Rosi Ware
PREVIOUS RELEVANT BOCC ACTION: On September 8, 1999, the Board of County
Commissioners passed on Ordinance No. 038-1999 providing for the appointment of "At Large"
members to the TDC District Advisory Committees by the Board of County Commissioners
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval of an appointment.
TOTAL COST: 0 INDIRECT COST: 0 BUDGETED: Yes No
DIFFERENTIAL OF LOCAL PREFERENCE:
COST TO COUNTY:
SOURCE OF FUNDS:
REVENUE PRODUCING: Yes No AMOUNT PER MONTH
APPROVED BY: County Atty OMB/Purchasing Risk Management
DOCUMENTATION:
DISPOSITION:
Revised 7/09
Included X Not Required
AGENDA ITEM #
Year
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
DATE: September 24, 2012
TO: Mr. Roman Gastesi, County Administrator
FROM: Kelly Scarbrough, Administrative Secretary
RE: DAC I `AT LARGE' VACANCY
Please bring forward the attached District I Advisory Committee "At Large" applications
to the October 2012 BOCC meeting.
This position was advertised due to the end of term for Ms. Margaret Romero.
DISTRICT I - Encompasses the City Limits of Key West
"At Large" representative — Any resident who is not directiv involved in a tourism
business and who shall represent the general public and shall live or work within
the tax collection district for which they are applying. (The operative word within
this description is directiv. This word means someone who is not in business nor
whose business or economic activity are dependent upon tourists).
Applicants are:
• Mr. Mike Petro
• Ms. Margaret Romero
• Ms. Rosi Ware
Approval of one (1) applicant is requested.
If you should have any questions, please do not hesitate to contact our administrative
office at 296-1552.
APPLICATION
DISTRICT I ADVISORY COMMITTEE (DAC)
LODGING INDUSTRY - shall be owners or operating/general
"
of motels hotels
recreational vehicle parks or other tourist accommodations which are subject to bed tax
in the tax collection district for which they are applying
TOURIST -RELATED BUSINESS - shall be persons involved in business which is
interdependent upon the tourist industry who have demonstrated an interest in tourist development
but who shall not be employed in any position within the lodging industry (motels, hotels,
recreational vehicle parks and other tourist accommodations and whose business is in the tax
collection district for which they are applying)
AT LARGE - Any resident who is not directly involved in a tourism business and
who shall represent the general public and shall live or work within the tax collection district for which
they are applying (The operative word within this description is directly. This word means someone
who is not in business, nor whose business or economic activity are dependent upon tourists).
NAME: Mike Petro
WORK ADDRESS: 420 Fleming Street
Key West, FL 33040
HOME ADDRESS: 7 B Jade Drive
Key West, FL 33040
WORK PHONE: (305 ) 896-7300 HOME PHONE: ( XXX ) XXX-XXXX
FAX NO: (305 ) 294-1116 *E-MAIL: mike@mikepetrorealestate.com
Current Em to ment:
Eel Voelkers Florida Keys
gel & Voelkers: Real Estate Sales from January 2012 to present.
Ilstate Island Properties: Real Estate Sales from October 2009 to December 2011.
naway Mckenzie: Real Estate Sales from October 2005 to September 2009.
y West Citizen: Advertising Sales Manager from January 2002 to August 2007.
Rotary Club of Key West - Immediate Past President
Chamber of Commerce
Key West Association of Realtors
National Association of Realtors
AYSO - Girls Soccer Coach
2 8/13/2012
I have extensive experience working in the local community with businesses, government entities, and non -profits. As Immediate
Past President of The Rotary Club of Key West and having had the pleasure of organizing and managing numerous fundraising
events that benefitted the community of Key West, I understand both, the difficulty involved with organizing and administering
these events, as well as the value they bring to Key West. I believe my experience and knowledge would serve the DAC 1 board
very well.
"DAC meeting packets will be distributed electronically via email to the address you provided on page 2 of this application.
Please check the box below to opt out of this process and receive a paper packet in the mail:
If appointed to this position, I choose to opt out of receiving electronic meeting packets, and to receive
paper packets instead
t_
Signature: Date:
September 12, 2012
APPLICATION TO BE RECEIVED NO LATER THAN 6:00 P.M., Frida SEPTEMBER 21, 2012
IMPORTANT:
Applicant will be notified by phone or email that the application has been received by our office. If the
applicant does not receive notification, it is his/her responsibility to contact the TDC office to confirm receipt.
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
1201 White Street, Suite 102
Key West, Florida 33040
(305) 296-1552 (telephone)/(305) 296-0788 (fax)
3 8/13/2012
APPLICATION ! `'
DISTRICT ADVISORY COMMITTEE (DAC)
LODGING INDUSTRY - shall be owners or operating/general m ers of_mot l _hor
recreational vehicle parks or other tourist accommodations which are subject to bed tax
in the tax collection district for which they are applying
TOURIST -RELATED BUSINESS - shall be persons involved in business which is
interdependent upon the tourist industry who have demonstrated an interest in tourist development
but who shall not be employed in any position within the lodging industry (motels, hotels,
recreational vehicle parks and other tourist accommodations and whose business is in the tax
collection district for which they are applying)
AT LARGE - Any resident who is not directly involved in a tourism business and
who shall represent the general public and shall live or work within the tax collection district for which
they are applying (The operative word within this description is directly. This word means someone
who is not in business, nor whose business or economic activity are dependent upon tourists).
NAME: Margaret A. Romero
WORK ADDRESS: n/a
HOME ADDRESS: 1615 Washington St.
Key West, Florida 33040
WORK PHONE: (561 ) 523-4433 cell HOME PHONE: ( 305 ) 296-3284
FAX NO: ( ) please call *E-MAIL: mar o mar oromero.com
Current Employment:
E
29 years with IBM, last position was as Executive Consultant
4 years as math teacher at secondary level
Basilica of St. Mary's - parish member and active volunteer
2 8/13/2012
- IBM background provides experience in marketing, data interpretation / analysis, and relationship management
- Active member of the community providing research data and analysis on various topics, broad based knowledge of
community facilitates fact -based discussions and more informed decision making
- Participant / member of the Key West Strategic Planning Committee
- Experienced DAC 1 at -large member, term ending this October
- Thoughtful and energetic native of Key West who is committed to seeking community financial stability and innovative growth
of our economy - of which tourism plays a major role
-UAL; meeting packets will be distributed electronically via email to the address you provided on page 2 of this application.
Please check the box below to opt out of this process and receive a paper packet in the mail:
If appointed to this position, 1 choose to opt out of receiving electronic meeting packets, and to receive
paper packets instead
WA
Signature: Date: September 18, 2012
APPLICATION TO BE RECEIVED NO LATER THAN 5:00 P.M., Frida SEPTEMBER 21, 2012
IMPORTANT:
Applicant will be notified by phone or email that the application has been received by our office. If the
applicant does not receive notification, it is his/her responsibility to contact the TDC office to confirm receipt.
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
1201 White Street, Suite 102
Key West, Florida 33040
(305) 296-1552 (telephone)/(305) 296-0788 (fax)
3 8/13/2012
APPLICATION
DISTRICT I ADVISORY COMMITTEE (DAC)
- 5r
LODGING INDUSTRY - shall be owners or operating/general man "f mntelS, hotels
recreational vehicle parks or other tourist accommodations which are subject to bed tax
in the tax collection district for which they are applying
TOURIST -RELATED BUSINESS - shall be persons involved in business which is
interdependent upon the tourist industry who have demonstrated an interest in tourist development
but who shall not be employed in any position within the lodging industry (motels, hotels,
recreational vehicle parks and other tourist accommodations and whose business is in the tax
collection district for which they are applying)
AT LARGE - Any resident who is not directly involved in a tourism business and
who shall represent the general public and shall live or work within the tax collection district for which
they are applying (The operative word within this description is directly. This word means someone
who is not in business, nor whose business or economic activity are dependent upon tourists).
NAME: Rosi Ware
WORK ADDRESS: 1400 Olivia Street
Key West, FL 33040
HOME ADDRESS: 1400 Olivia Street
Key Wes, FL 33040
WORK PHONE: (917 ) 365 6823 HOME PHONE: ( 305 ) 292 1442
FAX NO: (XXX ) XXX-XXXX *E-MAIL: rosimare@kantar.com
Current Employment:
Part time consultant for Kantar, the Global Insights & Consultancy arm of WPP, the world's largest Marketing group.
WPP stands for Wire & Plastic Products and owns J.Walter Thompson, Ogilvy, Grey and Young & Rubicam amongst others.
1976-1984 Mars Corporation - International Market Research
1984-1986 Head of New Product Development for Cadbury Ltd. UK
1986-1990 D'Arcy Masius Benton & Bowles (DMB&B) - Strategic Planning Director on main Board of Directors, UK
1990-1993 TBWA - Head of Strategic Planning Dept. UK
1993-1997 Millward Brown, world's largest advertising research agency - President/CEO UK & Europe, bought by WPP in 1995
1997-2001 Millward Brown - CEO North & South America; set up agencies throughout Latin America; grew the business
three -fold
2001-present Kantar (Insight & Consultancy arm of WPP)- Internal consultant on Global Client relationships and leadership
997 - Recognized by The Queen of England as one of 75 women "who had made a difference in the UK over the past 75 years"
011 - Recognized by ARF(Advertising Research Foundation) with a Lifetime Achievement Award fro contribution to the industry
(Advertising Research Foundation) - Executive Committee & Main Board Director
MAR - Global Market Research Industry Professional Organization
- Club for the top 50 Chief Marketing Officers (CMOs) globally; I have acted as a consultant from the outset in 2001
- American Marketing Association
TSKW (The Studios of Key West) - Board Chair
KWGC (Key West Garden Club) - Chair of the gardens
2 8/13/2012
believe that my background in Marketing, Advertising and Market Research, and working with some of the world's top brands
nd companies, such as Coca-Cola; Proctor & Gamble; Johnson & Johnson; American Express; Levi's; Google & Microsoft, for
ie past 30+ years would lead to me making a valuable contribution to DAC1.
hope that my expertise in all areas of Marketing would be helpful in discussions of understanding our target consumer and what
ur offer is, media audiences, budgets and how they can be allocated for best return.
*he Media landscape is changing rapidly at the moment, as is what tourists are wanting from their vacations - to Key West and
Isewhere, 1 would like to be a part of ensuring that Key West remains one of the most desirable destinations for many years to
ome, and at the same time enhancing our community's quality of life.
laving lived in Key West permanently now for 12 years, and having visited the island at least annually in the preceding 10 years,
have become increasingly involved in the community and am passionate about helping Key West in any way I can.
1y involvement with the MARC House, Key West Garden Club and The Studios of Key West have made me increasingly aware
f the needs and desires of the diverse factions which make up the One Human Family of Key West.
would be an honor to put my business expertise in advertising and marketing to good use by serving on the DAC1 committee
nd so helping all of the community of Key West.
" DAC meeting packets will be distributed electronically via email to the address you provided on page 2 of this application.
Please check the box below to opt out of this process and receive a paper packet in the mail:
F7If appointed to this position, I choose to opt out of receiving electronic meeting packets, and to receive
paper packets instead
Signature
Date: g i 3 Im I Z
APPLICATION TO BE RECEIVED NO LATER THAN 5:00 P.M., I Friday SEPTEMBER 21, 2012
IMPORTANT:
Applicant will be notified by phone or email that the application has been received by our office. If the
applicant does not receive notification, it is his/her responsibility to contact the TDC office to confirm receipt.
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
1201 White Street, Suite 102
Key West, Florida 33040
(305) 296-1552 (telephone)/(305) 296-0788 (fax)
3 8/13/2012