Agenda 11/15/2016 Item #11B 11.B
11/15/2016
EXECUTIVE SUMMARY
Recommendation to approve the addition of a Deputy Director-Sports Tourism position for the
Tourism Division with a finding that this action promotes tourism
OBJECTIVE: To ensure that the Tourism Division is adequately staffed to effectively manage all
components of the County's comprehensive strategic plan for Tourism with a special emphasis on sports
tourism.
CONSIDERATIONS: The Tourism Division currently has 12 full-time positions focusing on
destination Group and Leisure Sales, Public and Community Relations, Sports Marketing, and Film and
Entertainment. Sports Tourism has become one of the fastest growing segment of destination marketing
for the Tourism Division. Since 2006, sports tourism has grown from a single shared funding position
with Parks and Recreation, the current two full-time Tourism Division staff members focusing solely on
sports tourism: In FY 2015-16 the sports section of the Tourism Division hosted 73 events ranging from
regional soccer, softball, lacrosse, field hockey and Triathlons, to national championships in youth
football,Pickleball and Watercross.The attached presentation outlines other Florida destinations and their
sports marketing operations and the need for additional staff to remain competitive in the sports tourism
market.
The Tourism Division competes with other destinations nationwide for the right to host these events, and
each event brings significant visitation and spending to Collier County. In Florida, the communities that
we compete with for these events include the following: Orlando, Kissimmee, Polk County, Seminole
County, Ocala/Marion County, Pensacola/Escambia County, St. Pete /Clearwater, Sarasota County,
Charlotte County, Ft. Myers/Lee County, St. Lucie/Martin Counties and Lake County. Each competitive
community has an equal or larger number of sports marketing staff. The attached presentation compares
each community in our sports competitive set.
Sports Marketing is not only competitive, but very intense in the staff time required to: make the initial
contact with event promoters; discuss the event needs with event promoters; create a proposal to win the
business; present the proposal to the promoter and conduct negotiations to be chosen as the host
community; create and present the request for support funding to the TDC and BCC; negotiate and
finalize the contracts with the event promoters; organize housing and ancillary activities for participants
and fans; solicit sponsorships to support the event's financial commitments; plan the logistics for the
event including scheduling the support venue staff, EMS, law enforcement, food and equipment vendors;
managing the event schedule itself;prepare and distribute press releases and social media posts during the
event;post event tasks such as collecting the necessary data after the event to pay the vendors, contacting
hotels for room night reports and reporting the results to the press, TDC and BCC. That work currently
consumes the current two full-time sports marketing staff members and 25% of the Division Director's
time.
To maintain and grow the sports marketing effort, as well as enhancing eco-tourism and agri-tourism
initiatives in Collier County, the sports marketing group needs a larger staff component with a senior
level person to oversee the work of the current two sports staff members in the many facets of managing
scores of sports events each year. In tandem with this new sports position,there is an opportunity to create
a support structure for the Division Director. Formal administrative oversight is necessary in the Division
when the Director is away performing his other duties of International sales, tourism advocacy,
community relations and requisite travel. Staff will work with the Human Resources department to
properly create the job classification in the pay plan and add a Full Time Equivalent employee (FTE) to
the Tourism Division.
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11.B
11/15/2016
FISCAL IMPACT: The projected base salary cost to recruit a qualified senior level Deputy Director is
anticipated to be between$71,000 and$110,000.The funding for this position is available in Fund 194 in
the BCC approved FY 17 Tourism Division budget. The additional staff cost will increase the total
administrative cost in Category B to 25%, still well under the TDT Ordinance ceiling of 32%.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this
Executive Summary
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. -CMG
ADVISORY BOARD RECOMMENDATION: The Tourist Development Council(TDC)reviewed this
proposal on October 25 and unanimously(7-0)recommended approval by the BCC.
RECOMMENDATION: To approve the addition of a FTE for the Deputy Director- Sports Tourism
position to be included in the Tourism Division and make a finding that this action promotes tourism.
Prepared by: Jack Wert,Tourism Director
ATTACHMENT(S)
1.JOB DESCRIPTION-Collier Deputy Director Sports Tourism (DOCX)
2.Tourism Presentation4 (PDF)
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11.6
11/15/2016
COLLIER COUNTY
Board of County Commissioners
Item Number: 11.B
Item Summary: Recommendation to approve the addition of a Deputy Director-Sports Tourism
position for the Tourism Division with a finding that this action promotes tourism. (Jack Wert, Tourism
Director)
Meeting Date: 11/15/2016
Prepared by:
Title: Tourist Development Tax Coordinator—Tourism
Name: Kelly Green
10/27/2016 12:08 PM
Submitted by:
Title: Division Director-Tourism—Tourism
Name: Jack Wert
10/27/2016 12:08 PM
Approved By:
Review:
Tourism Jack Wert Additional Reviewer Completed 10/27/2016 12:22 PM
County Attorneys Office Colleen Greene Level 2 Attorney Review Completed 10/27/2016 1:35 PM
County Attorney's Office Jeffrey A.Klatzkow Level 3 County Attorney's Office Review Completed 10/27/2016 3:20 PM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 10/27/2016 4:23 PM
Budget and Management Office Ed Finn Additional Reviewer Completed 10/28/2016 10:26 AM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 11/06/2016 4:09 PM
Board of County Commissioners MaryJo Brock Meeting Pending 11/15/2016 9:00 AM
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11.B.a
JOB DESCRIPTION
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TITLE: Deputy Director-Sports Tourism EXEMPT GRADE
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THE POSITION
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The Collier County Tourism Division, operating as the Naples, Marco Island,
Everglades Convention & Visitors Bureau (CVB) is devoted to maintaining and
building year- round tourism in Collier County, Florida. Reporting directly to the
Division Director of Tourism and the CVB, this highly responsible,
administrative, and professional position assists in the direction, development, and o
coordination of the programs, activities, policies and procedures for Collier
County Tourism. o
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POSITION DESCRIPTION:
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The primary function of this key position is to assist in the administration, direction, o
planning and organization of the sports, sales and promotional programs and activities of
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the Tourism Division, operating as the Naples, Marco Island, Everglades Convention and
Visitors Bureau. The primary activities include oversight of sports marketing, assisting in N
the development, implementation and maintenance of strategic, fiscal and marketing
plans, monitor the departmental budget, oversee the total operation of the division and its
personnel, programs and planning; recruit, train and evaluate assigned tourism staff
develop long-term strategic alliances within the local community and globally; work
cooperatively with local and regional tourism industry partners such as airports,
chambers of commerce, sports organizations; and assume responsibility for the Tourist
Development Council (TDC) and the CVB staff in the Director's absence. o
The position is primarily responsible for oversight and management of the sports o
marketing efforts and the staff members assigned those duties including day to day
management of sports event solicitation, negotiating, scheduling and execution of events. o
This position is responsible for assisting the Division Director in the development of the
policies, procedures and priorities necessary to meet established goals and objectives of
the tourism division.
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SUPPLEMENTAL INFORMATION:
Extensive experience in sports event sales and event management o
Certification in Destination Management such as CDME or PDM, or sports and other o
marketing or management credentials is preferred for the successful candidate to possess
or in the process of completing those or more of those at certification programs.
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11.B.a
This position requires excellent people skills, strong initiative, independent judgment and
strong communication skills. o
The ideal candidate will possess the following important knowledge, abilities, and
essential characteristics:
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• Seasoned professional with a thorough knowledge of current sales and marketing o
strategies and extensive experience in sports event sales and event management.
• Established relationships in sports or destination sales in both the domestic and
international marketplace.
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• Ability to focus on and assist in accomplishing Collier County's long-term tourism
goals and initiatives.
• Work effectively with the general public, businesses and the community leaders to 0
promote cooperation and understanding of the CVB's programs
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• Ability to communicate effectively, orally and in writing, including public speaking o
and media relations.
• Innovative thinking, as well as demonstrated skills in planning, organization and
effective communications in a team environment.
• The normal hours and days of this position are Monday to Friday 8:00 a.m. to 5:00 E
p.m., but must be able to work evenings and weekends, and travel when required.
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PURPOSE: ••
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This is responsible management work overseeing the sports sales and destination `=
marketing functions of the Collier County Tourism Division and the Naples, Marco N
Island, Everglades CVB. Assist the Division Director in all other bureau operations. o
Assist in overseeing the marketing plan and overseeing proper work load distribution.
Work is performed with considerable independence, but is reviewed by the Director for
program effectiveness and conformance with policies. Work is evaluated through
results of contacts and resulting events from conferences, periodic reports and
observation.
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ESSENTIAL DUTIES AND RESPONSIBILITIES:
Assist in directing and managing the day-to-day efforts of a multi-million dollar o
destination marketing plan, overseeing sales efforts, both domestically and CD
internationally in the areas of sports events, group meetings and leisure travel efforts.
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Assist in developing long-term strategic alliances with diverse corporations and industries.
Prepare and present contract proposals for new events and attracting new or
expanded air service. Oversee development of creative work, including brochures, a.a.
print ads, electronic ads and web development.
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KNOWLEDGE, SKILLS AND ABILITIES: o
• Knowledge of current sports sales and marketing strategies
• Ability to focus on Collier County's strategic long term tourism goals
• Ability to develop an annual budget and a'mix' of spending in different areas s
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11.B.a
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• Ability to communicate effectively both orally and in writing and establish
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relationships domestically and internationally
• Ability to plan, coordinate, supervise and evaluate comprehensive administrative
activities. Q
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EDUCATION,EXPERIENCE, LICENSING:
Requires any combination of education and experience equivalent to graduation from an
accredited four-year college or accredited university with a Bachelor's degree in marketing, a
sports management, business administration, public administration or related field. Five
years of responsible, professional experience in marketing, tourism, sports marketing, a>
strategic planning or in related fields. Four years or more of prior supervisory/managerial °
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experience is required. Possession of a valid Florida Driver's License with an acceptable
driving record may be required. °
LICENSES: a)
Florida Drivers License: Class E Mandatory
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POSITION DETAILS, SPECIFICATIONS AND REQUIREMENTS N
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• Viewing a Computer - Constantly (Daily 5 hours)
• Preparing/Analyzing Data - Frequently (Weekly)
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• Reading - Constantly (Daily 5 hours)
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• Speaking - Constantly (Daily 5 hours) p
• Standing - Constantly (Daily 5 hours) °'
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• Twisting - Constantly (Daily 5 hours) p
• Walking - Constantly (Daily 5 hours)
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St. Lucie County (FAC estimated pop. 2801 355)
Tourism Dept = Division under Deputy County
Manager �.,UUr ILy LAVIbluf l)
• 2 FTEs
• Budget = $2 mil
- $.5K Tourism
- $1.5K Stadium
• Tourist Development Tax = 5%
Affiliations/Partnerships
• Sports Tourism handled by Treasure Coast
Sports Commission (independent of County)
Osceola County (FAC estimated pop. 2807866)
Tourism = Experiance Kissimmee Convention and
Visitors Bureau (Public Private Partnership)
• 45 FTEs
7 FTEs for sports
Kissimmee Sports Commission (branding)
• Budget = $20 mil
• Tourist development Tax = 6%
A ffiliationslPartnerships
• Central Florida Sports Commission
_...Owm St. Lucie County (FC
Polk County (FAC estimated pop. 806,888)
Tourism = Polk County Tourism & Sports Marketing
• 18 FTEs + 5 PTEs
• 4 FTEs + 3 PTEs for sports
• Polk County Sports Marketing team
• Central Florida Sports (branding)
• Budget = $16 mil
• Tourist Development Tax = 5%
4 `
Lake County (FAC estimated pop. 299,677)
Tourism = Division within Economic Growth E
tr9.1 ry 1)h•a,:zsnn
• 3 FTEs + 8 PTEs
• 1 FTE for sports
focused on event sponsorship
• Budget = $2 mil
- Tourist Development Tax = 4%
Affiliations/Partnerships
Central Florida Sports Commission
• (portion of sports marketing)
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Orlando
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Seminole County (FAC estimated pop. 428,104)
Tourism =Division of Leisure Services Dept.
(County Division)
• 5 FTEs
• 1 FTE for sports (works with 4 Sports
Commission employees collectively)
• Budget = $2.5 mil
- 342 K passed to Sports Commission
• Tourist Development Tax = 5%
Affi I i atio ns/Partnerships
- Central Florida Sports Commission
• (Sports Marketing Partners)
ystimated pop. 299,677)
it�?n Economic Growth Dept.
Marion County (FAC estimated pop. 332,989)
Tourism = Ocala/Marion County Visitors &
Convention Bureau (County Department)
• 5 FTEs
• 2 FTEs for sports
• Brought in-house 2 years ago
• Budget = $1.5 mil
Tourist Development Tax = 4%
Seminole County (I
Tourism = Division o-
(L,ULil iLY oIV1jFul i)
• 5 FTEs
- 1 FTE for spo
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Escambia County
Tourism = No County Department (Public
Private Partnership)
• 12 FTEs
• Budget = $8 mil
• Tourist Development Tax = 4%
Affiliations/Partnerships
• Visit Pensacola
• Pensacola Sports Association
• Arts, Culture, Entertainment
Pinnellas County (FAC estimated pop. 920,381)
Tourism = St. Petersburg/Clearwater Area Conver
Visitors Bureau
41 FTEs
5 FTEs for sports
• St. Petersburg/Clearwater Sports Commission in CVB
Budget - $33 mil
Tourist Development Tax = 6% (as of January 2016)
s for sports
Petersburg/Clearwater Sports Commission in CVB
t = $33 mil
Development Tax = 6% (as of January 2015)
Manatee County (FAC estimated pop. 330,302)
Tourism = Bradenton Area Convention & Visitors
Bureau { (--.ouncy ueparimieiii)
10 FTEs
• 1.5 FTEs for sports
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Budget = $7 mil
Tourist Development Tax = 5%
Sarasota Countv (FAC estimated pop. 383,664)
Tourism =Visit Sarasota (Public Private Partnership)
- 18 FTEs
2 FTEs for sports
- Sarasota County Sports Commission
- Budget = $6.2 mil
- Tourist Development Tax = 5%
Charlotte County (FAC estimated pop. 163,357)
Tourism = Charlotte Harbor Visitor & Convention
Bureau ( -ou niv O' eoartr hent}
• 3 FTEs + 3 PTEs
• 1 Individual working with Sports
• Budget = $3 mil
• $2 mil Tourism
• $1 mil Stadium
• Tourist Development Tax = 5%
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18 FTEs
• 2 FTEs for sports
Sarasota County
Budget = $6.2 mil
Tourist Development l
Lee County (FAC estimated pop. 535,929)
Tourism = Lee County Visitor & Convention Bureau
(County Department)
- 37 FTEs
- 4 FTEs for sports
- Lee County Sports Development (branding)
• Budget = $18 mil
• Tourist Development Tax = 5%
Collier County (FAC estimated pop. 329,849)
Tourism = Paradise Coast Visitor & Convention
Bureau kL,uu, Ly �LpcAE Li i R--, JL
• 12 FTEs
• 2 Individual working with Sports
• Budget = $10.8 mil
Tourist Development Tax = 4%
Partnerships:
SPORTS C❑UNCII_
OF COLLIER COUNTY
• 4 FTEs for sports
ff Lee County Sports Developm
Budget = $18 mil
Tourist Development Tax = 5%
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Tourist Development Tax Collections
2013
--a-- St Lucie —0--- 05ceola --6— EscarnUa —0 Collier
2014
Osceola 6% Tourist Tax
$46.20 M.
Pinellas 16% Tourist Tax
$40.32 M as of 2016
Lee
$37.75 M
5% Tourist Tax
Collier
$21.51 M 4% Tourist Tax
\ Sarasota 5%Tourist Tax
$24.58 M
2015
Sarasota f Manatee f Lee f Charlotte —0— Flagler f Pinellas
Manatee 5Y. Tourist Tax
$11,98 M
Escarnbia 4% Tourist Tax
$9.70 M
Charlotte 5% Tourist Tax
$3.63 M
5t Lucie 5% Tourist Tax
$ 3.49 M
Flagler
$ 2.06 M 4%Tourist Tax
Tourist Development Tax Collections
SSG
5 2,612,463.86
Osceola 6% Tourist Tax
S4
$46.20 M
$ 3,054,654.96
Pinellas 6%Tourist Tax
$40
$4032 M as Of 2016
S 2,950,974.51
Lea 5% Tourist Tax
7.00
$37.75 M
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5 895,433.44
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5 28,699,185-03
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595 Taurlst Tax
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$20.58 M
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ManateE 5% Tourist Tax
1,918,268.00
$11.9$ hn
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Escam6ia 4% Tourist Tax
S 21,513,219.00
$9.70 M
5 11,976,419.00
Charintta 5°%Tourist Tax
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$3.53 M
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St Lucie 5% Tourist Tax
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�- $3.49M
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$ 16,869,428.84
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5 31,117,358.70
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5 2,612,463.86
5 35,111,122.00
$ 2,691,017-66
S 38,179,494.00
$ 3,054,654.96
S 41,692,174.00
S 3,485,761-57
S 46,195,229.00
S 2,950,974.51
S 40,294,504.75
7.00
45.00
51,480,487.36
5 895,433.44
5 7,374,334-96
S 15,145,899.00
5 14,270,963.42
5 8,291,056.00
5 75,828,531.92
5
2,279,917.75
5
1,567,626.00
S
29,255,444.97
S 7,908,102-38
S 16,613,325-00
5 15,197,358-02
5 9,285,576.00
5 28,699,185-03
5
2,543,996-00
5
1,701,242.00
5
31,693,046.67
S 8,830,797.37
S 19,943,996-00
5 17,433,148.67
S 10,506,224.00
S 32,190,535-04
$
3,081,227.95
S
1,918,268.00
5
35,823,246.01
5 9,699,482.68
S 21,513,219.00
5 20,576,245.25
5 11,976,419.00
5 37,751,182.84
5
3,634,285.01
5
2,063,515.42
S
40,321,911.10
5 8,453,179.35
5 18,304,109.75
$ 16,869,428.84
$ 10,039,818.75
5 31,117,358.70
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S
1,812,662.86
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S 704,431-51
5 1,525,342.48
5 937,190-49
5 557,767.71
S 841,009.69
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2015 20K
Notes:
. Event preperation is {used upon date that the event is refered to in TDC meeting reports or date event is brought before theTDC for grant funding whichever occurs first.TDC meeting reports were reviewed beg iniIng with the Octoher 27, 2014TDC meeting. If event did not
request grant funding or appear in staff report prep eration time was estimated as a minimum of 3 months ahead of events or 12 months far more majoreve nts.
" Lee County and Private Events are displayed since they influence staff time and facility availability.
"" Typical Post -Event 30 days after reciept of information for impact analysis
ASA Lee County Eye nt
Pru W ate rr.rvss Wor Id Cl ,a mpiunsl'iius
Na pies Cup
ASA Softball Tournament
Perfect Game 9U 32U East Labor Day Classic
ASA Men's D Smithprn National Championship
Naples S parm Fpstival
FSSA 7V7 Sncrer
YBOA Basketball
USSSA Stale A&B I astpitch
Perfect Carne " i he Series"
lot ida bulf{:ua 5. Lacrosse Classic
ASA Softball Tournament
Mark Rosenbalm Softball Tournament
ry
Sweetbay Memorial Cup
ASA Tournament
IJS IA Horida Wnmen'sOpen Pro Circwr
".da FVP" Stare [Tip
p
M lSAA Ilovs' Volleyball state Championship
fWrida Fire Adi d as5prin8 Classic
f
Perfect Game 11U/12V/14V FL State Championship
VS WEN Pickle ball Cha mpivnsh ips
t
rt
Sports Recruiting USA Coil ege Soccer Showcase
TBS Florida State Championship Gaspar
S
Basketball i fall of Fame Naples Gott ClovAc
Petiect Gam 17.U/12U/14U Super 2S FL State Regional
[,us M—ke.F 3v3 R-kelball
E
ifX Annual Bal Innq::Frnre Memorial 3... nnrnent
wa p1e5 Spring 5hnn[nu [Scarcer 1 nm oar nen I
V
Perfect Game 91J 12V Easter Classic
•
East Naples SM l! Level PicWeball Tournament
e
Gene CusJe Collegiate Softball
Southe m Tropics N aples Fickle bal l Tournament
n
ASA Snf16e11 Tnumament
Wounded Warrior Amputee SoftbAI Camp
t
Atlantic Sntah RPginnal Cham pi onchips
S
ACE Group U 6ha c (C hu bb Cl assic)
Ciulf Eu Paradise T it sl Tee Champivas Challenge
Keltne Cup Buys &Girls Se rriar WeekeW
Kclme Cup B"iGi rl U13/14
Chase Life Inait.Aonal
Kelme Cup 8oys/Girl 5V6 8V8
HFFSTdathlon
N PICA Top Rnfruit Winte r Blast .,..
IntoSport I;Lw.p.r Cnmhinn
Na Ples 310liday Shnntrnn
bu lfshote Hd iday duupf est
Vi'l
BU National Championship I inal four
the Gulf Coast Cup I'
Fra nkiin Tcm pleton Shooutout
FBU National Championship First Round
NYFA Florida State Cha mpionsh i psNext
Generation Softball Tournament
CME i Inur Carn -nnshi[nmp F* p
Future Prr . ,ec[s5hnwravr
f
nlli Alley I n: 0—sic
TX Pr
6T1C Paradise Shvotvui
Winter Nationals SSUSA Softball
Bazooka Soccer Tournament
USSSA Fail Nationals
Florida Are Columbus Day Cup
.:mJ;;.fLLE�
Collier Snorts FY16 Events and Prenaration (Da
S3:2 K
9
I
�'�• 55.3K
$4"4 K
$4.4 K
$6.4 K
%.5 K
59"Z K
t kK __K:tI.
Si1J K
} r
°I
$4.5 K
53.2 K>irt<>=ia�'::`•: 'i
'j
S1.GK
S 4.4 K
$5.2 K �■ ..... .•
V
53.2 K ;
53.5 K k
]
CZ
Collier Event
Large Event
Private Event
Lee County Event
]Months Post (Event
`5 label= Grant Funding
Tnnudry februaiy ; Mdreh I April I Mdy tune I July August I Seplernlrer I Skluber I Nuvetnber I December lanuaty I February I Maruir April I May I June I July August I Sepletrtber
2015 20K
Notes:
. Event preperation is {used upon date that the event is refered to in TDC meeting reports or date event is brought before theTDC for grant funding whichever occurs first.TDC meeting reports were reviewed beg iniIng with the Octoher 27, 2014TDC meeting. If event did not
request grant funding or appear in staff report prep eration time was estimated as a minimum of 3 months ahead of events or 12 months far more majoreve nts.
" Lee County and Private Events are displayed since they influence staff time and facility availability.
"" Typical Post -Event 30 days after reciept of information for impact analysis
Event Cvcle Activities
• Initial Planning & Evaluation
• Initial Contact (discuss possibilities)
• Event Discussion S2.0K
• Proposal
• Proposal Acceptance
S3.z K
• Agreement 53.6K
• Agreement Preparation (weeks - months)
• Agreement & Funding (minimum 2 months)
• Agreement Approval & Countersignature (a few weeks)
• Event Execution
• Event Preparation (months, depends on event need)
• Host Event (1 day -multiple weeks)
• Event Assessment
• Post -Event (typically 30 days after event information collected)
• Plan Future Business
STS K I
Collier County (FAC estimated pop. 329,849)
Tourism = Paradise Coast Visitor & Convention
Bureau (County [department)
its ' 12 FTEs
• 2 Individual working with Sports
000 • Budget = $10.8 mil
• Tourist Development Tax -
- 4%
Partnerships:
SPORTS COUNCIL
OF COLLIER COUNTY
Recommendations
• Add a Deputy Touri
sm Director, with a sports
tourism focus
• Evaluate dedicated Sports Tourism budget &
Sports Marketing Strategic Plan
• Develop MOU between Paradise Coast and
the Sports Council of Collier County
• in 9 months Review Strategic Plan and MOU
with TDC and Board with recommendations