Yeah, it means the dealership owner has a boat payment due. You're well out of warranty at this point, so there's no need to take it to a dealer. I still get service reminders for the Golf TDI that I sold 3 years ago.
I don't think there's anything significant about the 110k service. Do you have your owner's manual? Take a look at the service schedule. As it's a non-20k increment, I'd suspect it's just the usual oil & filter, inspect the TB, top off fluids as necessary, inspect bulbs, etc. Take it to Flamingo and ask them to go over the checklist in the book for 110k, they should be more than able to handle it. If you don't have the manual, I'm sure someon has a PDF of theirs (or I'll scan mine) to post. One thing that's probably not on the list: with over 100k, you might want to have them inspect the ball joints, tie rods, struts, and other front suspension pieces just for peace of mind. VW seems to be using more robust components up front now, but it can't hurt to check them.