TDC Agenda 05/22/2017 5/18/2017 Collier County,FL:May 22,2017
May 22, 2017
MEETING AGENDA&NOTICE
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
Collier County Government Center,Administration Bldg. F, 3rd Floor
3299 East Tamiami Trail, Naples, FL 34112
May 22, 2017 9:0o am
Collier County Commission Chambers
* Requires TDC Action
1. Call to Order
2. Pledge of Allegiance
3. Roll Call
4. *AGENDA AND MINUTES
A. Changes and Approval of Today's Agenda
B.Approval of prior TDC Meeting Minutes
i. Regular Meeting 4/24/17
ii. TDC Workshop 4/18/17
5. Presentations/ Public Comment- (3 minutes each)
6. * CONSENT AGENDA
All matters listed under this agenda item are considered to be routine and action will be taken by one motion
without separate discussion of each item. If discussion is desired by a member of the Council, that item(s)will be
moved from the Consent Agenda and considered separately under New Business or Old Business.
A. COASTAL ZONE MANAGEMENT
These items have been before the Coastal Advisory Committee (CAC) and have received a recommendation by
majority vote of the CAC to proceed with the requested work after further recommendation from the TDC for the
necessary tourist tax funding. The TDC is requested to make a finding that each project promotes tourism.
i. 2017-2018 Cat.A Grant Application Requests-Revised
ii. io Year Plan Review- Revised
iii. FDEP Agreement 16CO1
B. BEACH PARK FACILITIES
These items have been before the Parks and Recreation Advisory Board(PARAB) and have received a
recommendation by majority vote of the PARAB to proceed with the requested work after further
recommendation from the TDC for the necessary tourist tax funding. The TDC is requested to make a finding that
each project promotes tourism.
C. TOURISM DIVISION
7. NEW BUSINESS
These items are for review and recommendation by the TDC and have not been reviewed by another County
Advisory Board and are to be considered for funding by a majority vote and with a finding that each request
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5/18/2017 Collier County,FL:May 22,2017
promotes tourism.
A. * EVENT FUNDING REQUESTS
i. Sports Event Funding Request
B. * OTHER TDT FUNDING REQUESTS
C. * FY 18 TDC Grant Applications
i. Category B Applications
ii. Category C-2 Applications
D. *TDC Summer Meeting Schedule
8. OLD BUSINESS
These items have been continued from a previous TDC meeting, or are reoccurring reports for review by the TDC.
A. TDC Workshop Wrap-Up—Invitation to 6J1f1/17 BCC Meeting
i. TDT Modeling Research
9. Council Member Discussion
10. MARKETING PARTNER REPORTS
These reports are provided to TDC members on the digital link above to the County website. The Research Data
Services report will be presented on a monthly basis, and the other reports will be presented at TDC meetings on
an as needed basis. TDC members may request a presentation by the Marketing Partner representative or by
Tourism staff at each TDC meeting.
A. Research Data Services
B. Paradise Advertising&Marketing, Inc.
C. LHG (Lou Hammond Group)
D. Collier County Tourist Tax Collections
E. Miles Partners-Website Activity
F. Digital&Social Media-Paradise Advertising and Zebra Brazil
G. Phase V -Fulfillment Services
ii. TOURISM STAFF REPORTS
These activity reports are provided to TDC members on a digital link to the County
website and will be presented to the TDC on an as needed basis. TDC members may
request a presentation by Tourism staff members at each TDC meeting.
A. Director
B. Group Sales
C. Leisure &Travel Trade Sales
D. Sports Marketing
E. Public Relations &Communications
F. Film Office
G. International Representatives
H. Visitor Centers
12. Detailed Staff Reports
13. Next Scheduled Meeting Date/Location —June 26, 2017 Collier County Government Center, Administration
Bldg. F, 3rd Floor, 3299 East Tamiami Trail, Naples, Florida 34112
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5/18/2017 Collier County,FL:May 22,2017
14.Adjournment
All interested parties are invited to attend, and to register to speak and to submit their objections, if any, in
writing, to the Council prior to the meeting if applicable.
For more information, please contact Jack Wert at(239) 252-2402.
If you are a person with a disability who needs any accommodation in order to participate in this proceeding,you
are entitled, at no cost to you, to the provision of certain assistance. Please contact the Collier County Facilities
Management Department located at 3335 Tamiami Trail East, Suite 101, Naples, FL 34112-5356, (239) 252-8380.
Public comments will be limited to 3 minutes unless the Chairman grants permission for additional time.
Collier County Ordinance No. 99-22 requires that all lobbyists shall,before engaging in any lobbying activities
(including,but not limited to, addressing the Board of County Commissioners before the Board of County
Commissioners and its advisory boards, register with the Clerk to the Board at the Board Minutes and Records
Department.
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April 24, 2017
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, April 24, 2017
LET IT BE REMEMBERED the Collier County Tourist Development Council in and for
the County of Collier, having conducted business herein, met on this date at 9:00 AM in a
REGULAR SESSION in Building “F” of the Government Complex, Naples, Florida
with the Following members present:
Chairman: Commissioner Donna Fiala
Vice Chairman: Susan Becker
Victor Rios
Clark Hill
Robert Miller (Excused)
Ed (Ski) Olesky
Dan Sullivan
Michelle McLeod
Nancy Kerns
ALSO PRESENT: Jack Wert, Tourism Director
Barry Williams, Director, Parks and Recreation
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Michael Obyc, Sports Marketing
April 24, 2017
2
Any persons in need of the verbatim record of the meeting may request a copy of the video recording
from the Collier County Communications and Customer Relations Department or view online.
1. Call to Order – Commissioner Fiala
Commissioner Fiala called the meeting to order at 9:00 A.M.
2. Pledge of Allegiance
Pledge of Allegiance was recited.
3. Roll Call
A quorum was established.
4. AGENDA AND MINUTES
A. Changes and Approval of Today’s Agenda
Mr. Rios moved to approve the Agenda subject to continuing Item 7.B i. – “Pro Watercross
World Championships Agreement” to the next meeting. Second by Ms. Becker. Carried
unanimously 8 – 0.
B. Approval of prior TDC Meeting Minutes
i. Regular Meeting 3/27/2017
Ms. Becker moved to approve the minutes of the March 27, 2017 meeting as presented.
Second by Ms. Kerns. Carried unanimously 8 – 0.
5. Presentations/Public Comment - (3 minutes each)
None
6. CONSENT AGENDA
All matters listed under this agenda item are considered to be routine and action will be taken by one
motion without separate discussion of each item. If discussion is desired by a member of the Council,
that item(s) will be moved from the Consent Agenda and considered separately under New Business or
Old Business.
A. COASTAL ZONE MANAGEMENT
These items have been before the Coastal Advisory Committee (CAC) and have received a
recommendation by majority vote of the CAC to proceed with the requested work after further
recommendation from the TDC for the necessary tourist tax funding. The TDC is requested to make
a finding that each project promotes tourism.
Mr. Wert noted any expenditures proposed have already been accounted for in the budget.
i. 10-Year Budget Plan Review
Executive Summary “Recommendation to review and recommend for approval the 10-Year
Capital Planning document for Fund 195-Beach Renourishment and Pass Maintenance and
Fund 185-Program Management and Administration.”
ii. 2017-2018 Grant Application Requests
Executive Summary “Recommendation to approve Category “A” Tourist Development
Council Grant applications from the City of Naples, the City of Marco Island and Collier
County for FY 2017-2018 in the amount of $4,505,70, authorize the Chairman to sign Grant
April 24, 2017
3
Agreements following County Attorney’s approval and make a finding that these
expenditures will promote tourism.”
iii. 2018-2019 Local Government Funding Request
Executive Summary “Recommendation to approve a work order with CB&I Coastal
Planning & Engineering, Inc. to provide professional engineering services for 2018-2019
Local Government Funding Request under Contract No.15-6382 for time and material not to
exceed $19,818, authorize the County Manager or his designee to execute the work order
and make a finding that this item promotes tourism.”
iv. BOEM Lease Extension & Modification Support
Executive Summary “Recommendation to approve a work order with CB&I Environmental
& Infrastructure, Inc. to provide professional engineering services in support of a three (3)
year Bureau of Ocean Energy Management (BOEM) Lease Extension & Modification to
Agreement No. OCS-G 35160 under Contract #15-6382 for time and material not to exceed
$14,936, authorize the County Manager or his designee to execute the Work Order, and
make a finding that this item promotes tourism.”
v. Amendment #2 to FDEP Contract #14CO1
Executive Summary “Recommendation to approve and authorize the Chairman to execute
Amendment No. 2 to Contract No. 14C01 with the Florida Department of Environmental
Protection Bureau of Beaches and Coastal Systems Beach Management Funding Assistance
Program for Collier County Beach Nourishment and make a finding that this item promotes
tourism.”
vi. RFP #17-7097 “Collier Creek Modeling”
. Executive Summary “Recommendation to approve the ranked list of designed professionals
pursuant to RFP No. 17-7097, “Collier Creek Modeling,” and authorize staff to negotiate a
contract with the top ranked firm CB&I Environmental & Infrastructure, Inc., for subsequent
Board approval, or if contract negotiations are unsuccessful to authorize staff to commence
contract negotiations with the second ranked proposer, Atkins North America, and make a
finding that this item promotes tourism.”
Mr. Rios moved to recommend the Board of County Commissioners approve the item s
listed on the Consent Agenda and hereby finds the items promote tourism. Second by
Ms. Kerns. Carried unanimously 8 – 0.
B. BEACH PARK FACILITIES
These items have been before the Parks and Recreation Advisory Board (PARAB) and have
received a recommendation by majority vote of the PARAB to proceed with the requested work
after further recommendation from the TDC for the necessary tourist tax funding. The TDC had
been requested to make a finding that each project promotes tourism.
i. Category A Beach Park Facilities Grant Applications (Fund 183)
Executive Summary “Recommendation to approve eight (8) Collier County Tourist
Development Council Category “A” Grant Application for Beach Park Facilities for Fiscal
Year 2018 in the total amount of $956,100.00 and to make the finding that the project
expenditures promote tourism.”
Mr. Williams noted:
April 24, 2017
4
The security cameras are to be placed in venues not regularly staffed for security
purposes.
The Barefoot Beach parking lot resurfacing and striping project requires extensive
work before the pavement is placed and the area re-striped.
The new parking system for the parking garage will allow the user to determine the
number of spaces available at the site before entering the facility (or via the internet).
Mr. Rios moved to recommend the Board of County Commissioners approve the item listed on
the Consent Agenda and finds the items promote tourism. Second by Ms. Becker. Carried
unanimously 8 – 0.
C. TOURISM DIVISION
None
7. New Business
These items are for review and recommendation by the TDC and have not been reviewed by another
County Advisory Board and are to be considered for funding by a majority vote and with a finding that
each request promotes tourism.
A. EVENT FUNDING REQUESTS
i. June Sports Event Funding Request
Mr. Obyc presented the Executive Summary “Recommend approval of Tourist Development
Tax Category “B” funding to support the upcoming June 2017 Gulf Coast Classic Lacrosse
Sports Event up to $4,700.00 and make a finding that the expenditures promote tourism” dated
April 24, 2017 for consideration. He noted:
The funds will be utilized for field rentals and staffing.
The event generated 250 room nights in 2016.
Grant funding is based on the number of room nights generated in the County by the
event with reductions in the monies awarded if certain thresholds are not met.
Staff is working on means to improve online booking to assist participants in reserving
hotel rooms in the County.
Staff is also reviewing avenues to determine returns on investments for events and
revising the agreements between the parties to address any deficient issues in the process.
Mr. Rios moved to recommend the Board of County Commissioners approve Tourist
Development Tax Category “B” funding to support the upcoming June 2017 Gulf Coast
Classic Lacrosse Sports Event up to $4,700.00 and finds the expenditures promote tourism.
Second by Ms. Kerns. Carried unanimously 8 – 0.
B. OTHER TDT FUNDING REQUESTS
i. Pro Watercross World Championships Agreement
Continued to the next meeting
C. TDC Workshop Recap
Mr. Wert provided an overview of the Workshop held on April 24, 2017 highlighting:
Staff, TDC Members and concerned citizens were in attendance where reallocations of the
tourist tax, financing options for a new sports facility and the feasibility of increasing the tax
rate from 4 to 5 percent were discussed.
April 24, 2017
5
Analysis was presented on the reallocations of funds for the activities funded by the TDC
(promotions, beach renourishment, etc.) incorporating an annual expense of approximately
$5M for financing the sports facility.
Staff will be developing additional models utilizing a 60/40 percent funding split, beaches to
advertising for the 4th and potential 5th cent of revenue.
The TDC:
Generally supports the concept of the sports facility; however has strong reservations
on funding the development of the venue utilizing Tourist Tax Development revenue.
There is a concern on the substantial financial commitment of funds which may affect
the monies available for beaches, promotions, etc. on years when revenue is in
decline.
Requested staff to develop a comprehensive economic analysis for the facility
including detailed costs of construction and operation, potential revenue sources
including partnerships with outside parties (naming rights, etc.).
Supports the concept of transferring funding for the operation of County Museums
from the TDT revenue to the General Fund.
Expressed concern beach maintenance activities are underfunded and do not want to
reduce funding dedicated to marketing and promotions.
Another workshop may be held on the issue to ensure all topics are adequately vetted.
Discussion occurred noting it is critical infrastructure is in place to meet the increasing number of
people visiting the area.
Commissioner Fiala reported the County is aware of the concerns and continues to fund road, sewer
and water improvements to maintain acceptable levels of service. A large portion of the growing
demand for services is being created by the increasing number of seasonal and full time residents,
not short term visitors.
8. Old Business
These items have been continued from a previous TDC meeting, or are reoccurring reports for review
by the TDC.
A. County Museums Report
Mr. Wert provide the “Collier County Museums Visitor Information March 2017” for information
purposes. He noted the report will be provided on a quarterly basis and individuals from 35 different
countries visited the area in the 1st quarter of 2017.
9. Council Member Discussion
Ms. Kerns reported:
She visits area hotels and many of the establishments have pickleball patrons staying in their
venues.
Recommends a staff person periodically provide a report to the Council on the activities in their
area of responsibility.
Area concierges have expressed concern there are not many events in the summer season for
tourists to attend.
Ms. Becker reported there is an extensive activity calendar for the area that is available for tourists at
the visitor center and other venues.
Commissioner Fiala noted she will be absent from the next meeting.
10. Marketing Partner Reports
April 24, 2017
6
These reports are provided to TDC members on the digital link above to the County website. The
Research Data Services report will be presented on a monthly basis, and the other reports will be
presented at TDC meetings on an as needed basis. TDC members may request a presentation by the
Marketing Partner representative or by Tourism staff at each TDC meeting.
Marketing Partner Reports – April 24, 2017
A. Research Data Services – Dr. Walter Klages
“Research Report – Klages Research and Research Data Services, Inc.
The following was noted during discussions:
The closure of the Marco Island Marriot and Hilton for renovations has had a negative
impact on tourist tax collections, especially for group market sales.
Canadian visitation has decreased over time as many visitors purchased property in the area
for seasonal use.
B. Paradise Advertising – Cedar Hames/Nicole Delaney
Paradise Advertising and Marketing, Inc. – Marketing Report
C. Lou Hammond Group - Jonell Modys
“Lou Hammond Group and CVB PR Team Public Relations Report”
D. Collier County Tourist Tax Collections – Jack Wert
“Collier County Tax Collector Tourist Tax Collections”
E. Miles Partners – Website Activity – Buzzy Ford
“Web Site Analytics”
F. Digital & Social Media - Paradise Advertising and Zebra Brazil
“Brazil Social Media Marketing”
G. Atilus – Search Engine Optimization
“Digital/Social Media Marketing”
H. Phase V - Fulfillment Services – Jack Wert
“Phase V Fulfillment Services”
11. Tourism Staff Reports
These activity reports are provided to TDC members on a digital link to the County
website and will be presented to the TDC on an as needed basis. TDC members may
request a presentation by Tourism staff members at each TDC meeting.
A. Director
B. Group Sales
C. Leisure and Travel Trade Sales
D. Sports Marketing
E. Public Relations & Communications
F. Film Office
G. International Representatives
H. Visitor Centers
April 24, 2017
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12. Detailed Staff Reports
Submitted
The Council requested staff to provide monthly reports on:
1. Bookings for the sports and group visitation including consumption.
2. Sports events grant funding including the approved dollars and actual payouts to the applicants.
13. Next Scheduled Meeting Date/Location – May 24, 2017 – 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 East Tamiami Trail, Naples, Florida 34112
There being no further business for the good of the County, the meeting was adjourned by order
of the chair at 11:46 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
_________________________________
Chairman, Commissioner Donna Fiala
These minutes approved by the Board/Committee on _________________ as presented________ or as
amended ___________.
April 18, 2017
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, April 18, 2017
LET IT BE REMEMBERED the Collier County Tourist Development Council in and for
the County of Collier, having conducted business herein, met on this date at 1:00 PM in a
WORKSHOP SESSION in Building “F” of the Government Complex, Naples, Florida
with the Following members present:
Chairman: Commissioner Donna Fiala
Vice Chairman: Susan Becker
Victor Rios
Clark Hill
Robert Miller
Ed (Ski) Olesky
Dan Sullivan
Michelle McLeod
Nancy Kerns
ALSO PRESENT:
Jack Wert, Tourism Director
Colleen Greene, Assistant County Attorney
Tim Durham, Executive Manager of Corporate Business Operations
Gary McAlpin, Manager, Coastal Zone Management
Kelly Green, Tourist Development Tax Coordinator
April 18, 2017
2
Any persons in need of the verbatim record of the meeting may request a copy of the video recording
from the Collier County Communications and Customer Relations Department or view online.
I. Call to Order – Commissioner Fiala
Commissioner Fiala called the meeting to order at 1:00 P.M.
II. Pledge of Allegiance
Pledge of Allegiance was recited.
III. Changes/Approval of Agenda
The Council noted Item IV.1.v will be heard after Item IV.1.i.
IV. New Business
1. Workshop Discussion Topics
a. Reallocation of Tourist Development Tax
i. Modeling Research
Mr. Durham presented two models for TDT expenditures titled “4 Percent TDT –
Reallocation of Funds” and “5 Percent TDT – Reallocation of Funds” (Model 1 & 2) for
discussion purposes. He noted the data was prepared using an assumption of $5.25M of
revenue collected for every 1 percent of TDT revenue collected and an annual $5M bond to
fund the sports facility and the Collier County Museums Operating expenditures funding
shifted from the Tourist Development tax revenue to the General Fund.
4 Percent Model would provide a reallocation of funds as follows:
Category A – Beach Renourishment/Facilities: +$460,000
Category B – Amateur Sports Tourism Venue: +$5.04M
Category B – Promotions: -$2.99M
Category B - Convention and Bureaus as County Agencies (Admin. Costs): – no change
Category C - Museums: -$2.52M (to General Fund)
5 Percent Model 1 would provide a reallocation of funds as follows:
Category A – Beach Renourishment/Facilities: +$2.88M
Category B – Amateur Sports Tourism Venue: +$5.04M
Category B – Promotions: -$150,000
Category B - Convention and Bureaus as County Agencies (Admin. Costs): – no change
Category C - Museums: -$2.52M (to General Fund)
5 Percent Model 2 would provide a reallocation of funds as follows:
Category A – Beach Renourishment/Facilities: +$2.04M
Category B – Amateur Sports Tourism Venue: +$5.04M
Category B – Promotions: +$685,000
Category B - Convention and Bureaus as County Agencies (Admin. Costs): – no change
Category C - Museums: -$2.52M (to General Fund)
During Council discussions, the following was noted:
Concern the bond payback would be the number one priority and adequate funds
may not be available for other uses if there is a year when revenue substantially
decreases.
April 18, 2017
3
The term of the loan would be from 25 – 30 years with the first payment due next
year.
The Hunden Strategic Partners report now estimates the costs of the facility at
$58M which would not include the installation of turf surfaces, an additional cost of
approximately $14M.
There would be additional costs for annual operations and maintenance which
would be provided by the County or private contractor.
The need to ensure adequate infrastructure is in place to accommodate the growing
number of peoples visiting the area.
The “catastrophic event recovery fund” for beaches will have a balance of $7M by
the end of Fiscal Year 2018 and has been “capped” by the BCC at $10M.
Speakers
Randy Smith, Collier County Lodging and Tourism Association noted the County
needs to develop the tourism industry and the 2013 increase in expenditures for promotions
led to increased visitation to the area. He supports shifting funding of museum operations
to the General Fund and recommends consideration be given to implementing a special
taxing district to fund inlet maintenance.
Tom White, Hawthorne Suites supports developing sports tourism opportunities as it has
been successful in other areas, such as Sarasota.
Dave Trecker, Collier Citizens Council reported beach renourishment and maintenance
should be a funding priority and the County should ensure ample funds are available to
address beach needs in the event of damage from a major storm event. He supports
increasing the tourist tax rate from 4 percent to 5 percent with the increased funds being
dedicated to beach renourishment.
The following items were noted during Council discussions:
Staff is confident the County can meet the bond obligations even with a “down
year.”
A determination should be made if Tourist Development Tax expenditures,
including the repayment of a bond can be “backfilled” by monies from the General
Fund (if necessary).
Miami-Dade County suffered a 17 percent decrease in revenue in 2016 equating to
approximately $3.5M of lost revenue in Collier County should this type of
downturn occur in a given year.
Is the budget being considered large enough at this point in time and staff should
develop accurate estimates on the costs of the total project.
While Lee County focus’ on baseball tournaments, there are opportunities in the
local marketplace for sports events such as lacrosse, field hockey, soccer,
volleyball, etc.
If the facility is constructed, the non-County marketing grants program would
continue being funded from the promotions’ budget.
The Convention and Visitor’s Bureau promotions budget is smaller than those of
the competitive sets of destinations in Florida and it would not be advantageous to
reduce the funding given the success of the program.
Although, much of the focus has been on the expenditures required to construct and
operate a sports facility, there will be revenue generated as a result of the endeavor
and that should be considered in the discussions.
The need to reallocate the funding of museum operations to the General Fund.
April 18, 2017
4
Mr. Wert recapped the issues identified by the Council:
1. The concept of a sports facility is favorable; however caution should be exercised in the
County’s substantial financial commitment to the endeavor. The County should ensure
there is adequate means available to meet the financial obligation even in times of a
“tourism” downturn without unreasonably impacting the other categories of
expenditures under the auspices of the TDC.
2. The need to identify all costs associated with the project (land acquisition,
construction, artificial turf for the fields, etc.) including those associated with ongoing
operations and maintenance.
3. Support for funding operations of County museums from General Fund revenue.
4. Considering not only the costs associated with the project, but identifying the potential
revenue generated from the facility.
v. Coastal Resiliency (this item was heard after Item IV.i).
John Sorey, Chairman of the Coastal Advisory Committee addressed the Council
noting:
It would be prudent to develop a detailed economic analysis for the sports facility
operation.
Consideration should be given to developing additional models for utilizing a 4
and/or 5 percent tax rate with a 60/40 ratio of funds allocated to beaches and
promotions respectively.
Beaches are a primary reason tourists visit the area and they should remain a top
priority for the County.
Truck haul projects are adequate for smaller projects (100,000 cubic yards) but not
feasible for a large project (1M cubic yards).
Dredging is necessary for larger projects and investigation reveals the County
purchasing their owner dredge or partnering with other jurisdictions during times of
renourishment is not feasible at this point in time.
Discussions are now underway to identify ways to improve the resiliency of the
coastal areas with the main goal of protecting the upland structures. Investigations
include identifying the feasibility of:
Increasing the height of the beaches by one foot in elevation at the dune
line.
Widening the dry beach by 50 feet.
Constructing offshore breakwaters.
Developing feeder beaches.
Mr. McAlpin reported:
The current funds allocated to beaches (41 percent) are not entirely for
renourishment and the monies are also used for ongoing maintenance, beach park
facilities, etc.
In addition money allocated from the Tourist Development Council, FEMA has
reimbursed the County with $30M over past 10 years for beach renourishment
projects and the program may not be available for future use by the County.
The exact costs to undertake the beach resiliency project are unknown at this time
but the preliminary estimate is $30M plus annual maintenance costs.
In case of a major emergency event, there is approximately $30M of encumbered
funds available from beach maintenance projects, beach park facilities, the
April 18, 2017
5
“catastrophic event recovery fund” etc. which may be used to remediate damage
from the event.
Mr. Durham identified other issues for staff to consider:
1. Determine if TDC expenditures can be “backfilled” from General Fund, if necessary.
2. The desire to increase allocations of funds to beach maintenance.
3. Development of additional models for revenue allocations at a tourist tax rate of 4
percent and 5 percent assigning 60 percent of funds to beach renourishment/facilities
and 40 percent to promotions.
4. The revenue generated from the project should include any financial partnerships
available such as “naming rights,” etc.
ii. TDT Reallocation as of 2013
Mr. Wert noted the meeting package includes the chart “TDT Allocations as of 2013” for
informational purposes.
iii. TDT Allocation History
Mr. Wert noted the meeting package includes the chart “TDT Allocation History” for
informational purposes.
iv. TDT Visitor Spend & TDT Revenue History
Mr. Wert noted the meeting package includes the chart “Historical TDT Collections &
Visitor Spending” for informational purposes.
b. Amateur Sports Complex
i. Sports Complex Addendum Report
Mr. Wert reported there is an Addendum to the Hunden Report “Collier County Market
and Needs Assessment Addendum” dated April 6, 2017 which has been submitted to the
County and included in the meeting package.
ii. Hunden Performa of Proposed Complex
Mr. Wert reported The Hunden Strategic Partners submitted an excerpt to their report
dated May 17, 2017 which has been included in the meeting packet and provides an
analysis of the projections for use of the proposed sports complex and related spending.
13. Next Scheduled Meeting Date/Location – April 24, 2017 – 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 East Tamiami Trail, Naples, Florida 34112
April 18, 2017
6
There being no further business for the good of the County, the meeting was adjourned by
order of the chair at 3:02 P.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
_________________________________
Chairman, Commissioner Donna Fiala
These minutes approved by the Board/Committee on _________________ as presented________ or as
amended ___________.
EXECUTIVE SUMMARY
Recommendation to approve Category “A” Tourist Development Council Grant applications from
the City of Naples, the City of Marco Island and Collier County for FY-2017-2018 in the amount of
$10,296,300; authorize the Chairman to sign Grant Agreements following County Attorney’s
approval; and make a finding that these expenditures will promote tourism.
OBJECTIVE: To obtain approval of Category “A” Tourist Development Fund 195 Grant application
requests for 2017-2018 in the amount of $10,296,300.
CONSIDERATIONS:
Category “A” Tourist Development Council Grant applications
To review and approve the received TDC Category “A” Grant Applications as follows:
FY2017/2018
PROJECT/DESCRIPTION: REQUESTED
1. Regulatory and Permit Compliance
Sea Turtle Protection Program – Collier County-99999 $166,500
Beach Tilling – Collier County -80171 $30,000
Physical Beach and Pass Monitoring – (Vanderbilt, Clam Pass Beach, Park
Shore, Naples and Marco South Beaches along with Wiggins, Doctors,
Collier Creek and Caxambas Pass) – 90536
$165,000
Biological Monitoring (Vanderbilt, Clam Pass Beach, Park Shore, Naples
and Marco South) – 90033
$165,000
Shorebird Monitoring(Vanderbilt, Clam Pass Beach, Park Shore, Naples
and Marco South) – 90297
$25,000
SUB-TOTAL $551,500
2. Beach Renourishment Projects
Local Government Funding Request (LGFR) – 90065 $25,000
Collier County Beach Renourishment (50,000 CY’s) – 80301 $2,500,000
Naples Beach Engineering, NTP & Renourishment (100,000 CY’s) – 90068 $4,500,000
SUB-TOTAL $7,025,000
3. Inlet Projects
Wiggins Pass Monitoring/Dredging - 80288 $745,600
Doctors Pass Monitoring/Dredging – 90549 $575,000
Clam Pass Dredging (Pelican Bay) - 88032 $20,000
SUB-TOTAL $1,340,600
4. Beach Maintenance
Beach Maintenance – Collier County/Marco Island – 90533 $160,000
Beach Maintenance – City of Naples – 90527 $180,000
Vegetation Repairs/Exotic Removal – County Wide – 90044 $75,000
SUB-TOTAL $415,000
5.Administration
185 Project Management and Administration $801,200
Tax Collector Fee’s (2.5%) $163,000
SUB-TOTAL $964,200
TOTAL GRANTS $10,296,300
May 22, 2017
Consent Agenda 6-A (i)
1 of 10
Regulatory and Permit Compliance:
All these items are required by FDEP permit, required by law or required to maintain critical programs
between required permit activities. Approval is recommended.
Planned Projects: Projects required to maintain the beaches, inlets and the engineering and permitting
required to support construction. Approval is recommended.
Beach Maintenance: Exceptional beach experience for our residents and visitors has been at the heart of
our success in the past. These items are required to maintain that experience. Approval is recommended.
Administration: A summary spreadsheet outlining all administrative program and project management
cost is attached. Approval is recommended.
FISCAL IMPACT: The Fiscal Year 2017/2018 proposed Beach Renourishment Fund 195 budget
appropriates funding for these grant applications. The source of funds is Category “A” Tourist
Development Tax dollars.
GROWTH MANAGEMENT IMPACT: There is no impact to the growth management plan related to
this action.
ADVISORY COMMITTEE RECOMMENDATIONS: At the April 13, 2017 Coastal Advisory
Committee (CAC) meeting, this item was unanimously recommended for approval by an 8 to 0 vote. At
the April 24, 2017 the Tourist Development Council (TDC) meeting, this item was unanimously
recommended for approval by an 8 to 0 vote.
Intermittent changes have been made to the budget and will be recycled for review to the CAC
and TDC at their May meetings. On May 11, 2017 this revised item was presented to the CAC
and was recommended for approval by a 7 to 1 vote. The TDC will review this item on May 22,
2017.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. – CMG
RECOMMENDATION: To approve Category “A” Tourist Development Council Grant applications
from the City of Naples, the City of Marco Island and Collier County for FY-2017-2018 in the amount of
$10,296,300; authorize the Chairman to sign Grant Agreements following County Attorney’s approval;
and make a finding that these expenditures will promote tourism.
Prepared By: J. Gary McAlpin, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees
and Program Management Division
Attachments:
1) Agreement
2) Grant Applications
May 22, 2017
Consent Agenda 6-A (i)
2 of 10
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
CATEGORY “A” GRANT APPLICATION
Beach Renourishment and Pass Maintenance
Naples Beach Engineering, NTP & Renourishment
(No. 90068)
1. Name and Address of Project Sponsor Organization:
Coastal Zone Management
Collier County Government
2685 S. Horseshoe Drive
Naples, Florida 34104
2. Contact Person, Title and Phone Number:
Name: Gail Hambright, Accountant
Address: Collier County Government
2800 N. Horseshoe Drive
City Naples ST FL ZIP 34104
Phone: 252-2966 FAX: 252-2950
3. Organization’s Chief Official and Title:
Penny Taylor, Chairman
Board of County Commissioners
4. Details of Project- Description and Location: Beach South of Doctors Pass at
Naples Golf Resort.
5. Estimated project start date: October 1, 2017
6. Estimated project duration: 12 Months
7. Total TDC Tax Funds Requested: $4,500,000
8. If the full amount requested cannot be awarded, can the program/project
be restructured to accommodate a smaller award?
Yes ( ) No (X)
May 22, 2017
Consent Agenda 6-A (i)
3 of 10
Collier County Tourist Development Council
Category “A” Grant Application Page 2
Naples Beach Engineering, NTP & Renourishment
(No. 90068
PROJECT BUDGET
PROGRAM ELEMENT AMOUNT
TDC Funds Requested $ 4,500,000
City/Taxing District Share $ ___________
State of Florida Share $ ___________
Federal Share $ ___________
TOTAL $ 4,500,000
PROJECT EXPENSES:
(Engineering, Mobilization, Contractor, Monitoring etc)
__Engineering Fees__________________ $_4,500,000
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
TOTAL $ 4,500,00
I have read the Tourist Development Category “A” Beach Funding Policy covering
beach renourishment and pass maintenance and agree that my organization will
comply with all guidelines and criteria.
Signature of Sponsor Organization’s Chief Official Date
May 22, 2017
Consent Agenda 6-A (i)
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COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
CATEGORY “A” GRANT APPLICATION
Beach Renourishment and Pass Maintenance
Wiggins Pass Monitoring/Dredging
(No. 80288)
1. Name and Address of Project Sponsor Organization:
Coastal Zone Management
Collier County Government
2800 N. Horseshoe Drive
Naples, Florida 34104
2. Contact Person, Title and Phone Number:
Name: Gail Hambright, Accountant
Address: Collier County Government
2685 S. Horseshoe Drive
City Naples ST FL ZIP 34104
Phone: 252-2966 FAX: 252-2950
3. Organization’s Chief Official and Title:
Penny Taylor, Chairman
Board of County Commissioners
4. Details of Project- Description and Location: Wiggins Pass dredging and
monitoring.
5. Estimated project start date: October 1, 2017
6. Estimated project duration: 12 Months
7. Total TDC Tax Funds Requested: $745,600.00
8. If the full amount requested cannot be awarded, can the program/project
be restructured to accommodate a smaller award?
Yes (X) No ( )
May 22, 2017
Consent Agenda 6-A (i)
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Collier County Tourist Development Council
Category “A” Grant Application Page 2
Wiggins Pass Monitoring/Dredging
No. 80288
PROJECT BUDGET
PROGRAM ELEMENT AMOUNT
TDC Funds Requested $ 745,600.00
City/Taxing District Share $ ___________
State of Florida Share $ ___________
Federal Share $ ___________
TOTAL $ 745,600,00
PROJECT EXPENSES:
(Engineering, Mobilization, Contractor, Monitoring etc)
__Contractual Services_______________ $_745,600.00
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
TOTAL $ 745,600.00
I have read the Tourist Development Category “A” Beach Funding Policy covering
beach renourishment and pass maintenance and agree that my organization will
comply with all guidelines and criteria.
Signature of Sponsor Organization’s Chief Official Date
May 22, 2017
Consent Agenda 6-A (i)
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COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
CATEGORY “A” GRANT APPLICATION
Beach Renourishment and Pass Maintenance
Doctors Pass Monitoring/Dredging
(No. 90549)
1. Name and Address of Project Sponsor Organization:
Coastal Zone Management
Collier County Government
2800 N. Horseshoe Drive
Naples, Florida 34104
2. Contact Person, Title and Phone Number:
Name: Gail Hambright, Accountant
Address: Collier County Government
2685 S. Horseshoe Drive
City Naples ST FL ZIP 34104
Phone: 252-2966 FAX: 252-2950
3. Organization’s Chief Official and Title:
Penny Taylor, Chairman
Board of County Commissioners
4. Details of Project- Description and Location: Pass monitoring and dredging.
5. Estimated project start date: October 1, 2017
6. Estimated project duration: 12 Months
May 22, 2017
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Collier County Tourist Development Council
Category “A” Grant Application Page 2
Doctors Pass Monitoring/Dredging
(No. 90549)
7. Total TDC Tax Funds Requested: $575,000.00
8. If the full amount requested cannot be awarded, can the program/project
be restructured to accommodate a smaller award?
Yes (X) No ( )
PROJECT BUDGET
PROGRAM ELEMENT AMOUNT
TDC Funds Requested $ 575,000.00
City/Taxing District Share $ ___________
State of Florida Share $ ___________
Federal Share $ ___________
TOTAL $ 575,000.00
PROJECT EXPENSES:
(Engineering, Mobilization, Contractor, Monitoring etc)
Monitoring Activities $ 575,000.00
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
TOTAL $ 575,000.00
I have read the Tourist Development Category “A” Beach Funding Policy covering
beach renourishment and pass maintenance and agree that my organization will
comply with all guidelines and criteria.
Signature of Sponsor Organization’s Chief Official Date
May 22, 2017
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COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
CATEGORY “A” GRANT APPLICATION
Beach Renourishment and Pass Maintenance
Clam Pass Dredging (Pelican Bay)
(No. 88032)
1. Name and Address of Project Sponsor Organization:
Coastal Zone Management
Collier County Government
2800 N. Horseshoe Drive
Naples, Florida 34104
2. Contact Person, Title and Phone Number:
Name: Gail Hambright, Accountant
Address: Collier County Government
2685 S. Horseshoe Drive
City Naples ST FL ZIP 34104
Phone: 252-2966 FAX: 252-2950
3. Organization’s Chief Official and Title:
Penny Taylor, Chairman
Board of County Commissioners
4. Details of Project- Description and Location: Clam Pass Monitoring
5. Estimated project start date: November 1, 2017
6. Estimated project duration: 12 Months
7. Total TDC Tax Funds Requested: $20,000.00
8. If the full amount requested cannot be awarded, can the program/project
be restructured to accommodate a smaller award?
Yes (X) No ( )
May 22, 2017
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Collier County Tourist Development Council
Category “A” Grant Application Page 2
Clam Pass Dredging (Pelican Bay)
(No. 88032)
PROJECT BUDGET
PROGRAM ELEMENT AMOUNT
TDC Funds Requested $ 20,000.00
City/Taxing District Share $ ___________
State of Florida Share $ ___________
Federal Share $ ___________
TOTAL $ 20,000.00
PROJECT EXPENSES:
(Engineering, Mobilization, Contractor, Monitoring etc)
__Contractual Services_______________ $ 20,000.00
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
__________________________________ $___________
TOTAL $ 20,000.00
I have read the Tourist Development Category “A” Beach Funding Policy covering
beach renourishment and pass maintenance and agree that my organization will
comply with all guidelines and criteria.
Signature of Sponsor Organization’s Chief Official Date
May 22, 2017
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EXECUTIVE SUMMARY
Recommendation to approve the 10-Year Capital Planning document for Fund 195-Beach
Renourishment and Pass Maintenance and Fund 185 Program Management and Administration.
OBJECTIVE: To obtain approval for the 10-year capital planning document.
CONSIDERATIONS: A 10-year capital planning document has been developed by Collier County staff
to identify and balance long-term capital requirements/expenses and revenues received from the tourist
development tax Fund 195 for beach renourishment and pass maintenance.
This document is strictly used for planning. All grant requests and expenditure requests will be reviewed
and approved by the Coastal Advisory Committee, the Tourist Development Council, and the Board of
County Commissioners.
Additionally, the Florida Department of Environmental Protection (FDEP) Local Government Funding
Request (LGFR) program requires that a 10-year planning document be utilized and approved for all
municipalities seeking cost-share funding for Beach Management projects. Approval of this document
for planning purposes satisfies the intent of this program.
FISCAL IMPACT: No Fiscal impact for this action.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to
this action.
ADVISORY COMMITTEE RECOMMENDATIONS: At the April 13, 2017 Coastal Advisory
Committee (CAC) meeting, this item was unanimously recommended for approval by an 8 to 0 vote. At
the April 24, 2017 the Tourist Development Council (TDC) meeting, this item was unanimously
recommended for approval by an 8 to 0 vote.
Intermittent changes have been made to the budget and will be recycled for review to the CAC and TDC
at their May meetings. On May 11, 2017 this revised item was presented to the CAC and was
unanimously recommended for approval by an 8 to 0 vote. The TDC will review this item on May 22,
2017.
LEGAL CONSIDERATIONS: This item does not present any legal issues at this time. - CMG
RECOMMENDATION: To approve the 10-Year Capital Planning document for Fund 195-Beach
Renourishment and Pass Maintenance and Fund 185 Program Management and Administration.
Prepared By: J. Gary McAlpin, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees
and Program Management Division
Attachments:
1) 10-Year Planning Document
May 22, 2017
Consent Agenda 6-A (ii)
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TDC Beach Renourishment Capital Fund (195)
2017 CZM 10 Year Projection Proposed
Adopted Amended Forecast Budget Projected Projected Projected Projected Projected Projected Projected Projected Projected FY18 - FY22
FY17 FY17 FY17 FY18 FY19 FY20 FY21 FY22 FY23 FY24 FY25 FY26 FY27 5 Year Totals
Sources
Roll forward (sum of reserves)25,854,400 25,854,400 32,814,200 28,742,700 38,818,200 41,818,500 45,313,600 48,615,300 51,932,100 56,064,800 58,967,400 62,163,600 66,277,000 28,742,700
Carry Forward to Fund Project Roll - 6,504,521 - - - - - -
TDT (Fund 195) Revenue 8,122,300 8,122,300 7,878,600 8,122,300 8,203,500 8,285,500 8,368,400 8,452,100 8,536,600 8,622,000 8,708,200 8,795,300 8,883,300 41,431,800
Revenue Reserve (412,100) (412,100) (421,500) - - - - - - - - - (421,500)
Reimbursements/Miscellaneous Revenue - 377,000 23,800 20,000 - - - - - - 20,000
Interest 120,000 120,000 326,000 287,000 388,200 418,200 453,100 486,200 519,300 560,600 589,700 621,600 662,800 2,032,700
Total Funding 33,684,600 40,566,121 41,042,600 36,750,500 47,409,900 50,522,200 54,135,100 57,553,600 60,988,000 65,247,400 68,265,300 71,580,500 75,823,100 71,805,700
Uses FY17 FY17 FY17 FY18 FY19 FY20 FY21 FY22 FY23 FY24 FY25 FY26 FY27 5 Year Totals
Proj. No. Beach Projects
80301 Collier Beach Renourishment - 2,846,400 2,846,400 2,500,000 2,500,000 2,500,000 2,500,000 2,500,000 2,500,000 2,500,000 2,500,000 2,500,000 2,500,000 12,500,000
80165 County Beach Analysis & Design 30,000 30,000 - - - - - - - - - -
90061 Marco Island South TS Debbie Engineering, NTP & Renourishment (15,000 CY's)- 725,000 725,000 - - - - - - - - - -
90062 Marco Central Bch Regrade (150,000 CY's)- 1,045,695 1,045,700 - - - - - - - - - -
90065 Local Government Funding Request (LGFR)15,000 27,207 27,200 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 125,000
90066 Vanderbilt Beach Engineering, NTP & Renourishment (50,000 CY's) (1)2,500,000 - - - - - - - - - - - - -
90067 Park Shore Beach Engineering, NTP & Renourishment (50,000 CY's) (1)1,500,000 - - - - - - - - - - - - -
90068 Naples Beach Engineering, NTP & Renourishment (100,000 CY's) (1)- - 4,500,000 - - - - - - - - - 4,500,000
90069 Clam Pass Beach Engineering, NTP & Renourishment (25,000 CY's) (1), (2)1,250,000 1,262,551 1,262,600 - - - - - - - - -
90070 Pelican Bay Beach Engineering, NTP & Renourishment (25,000 CY's) (1), (3)- - - - - - - - - - - - - -
90071 Marco Island South, NTP & Renourishment (100,000 CY's) (1)- - - - 1,000,000 - - - - 1,000,000 - - - 1,000,000
Inlet Projects
80210 Wiggins Pass Channel Straighten - - - - - - - - - - - - -
80288 Wiggins Pass Dredging 750,000 779,380 779,400 745,600 25,000 25,000 750,000 25,000 150,000 25,000 750,000 25,000 25,000 1,570,600
88032 Clam Pass Dredging (Pel Bay)20,000 43,029 43,000 20,000 500,000 20,000 20,000 20,000 500,000 20,000 20,000 20,000 560,000
90029 Doctor's Pass S Jetty Reconstruct - 502,373 502,400 - - - - - - - - - -
90064 Collier CreeJ Engineering, NTP and Dredging (30,000CY's)- 353,600 353,600 - - - - - - - - 500,000 - -
90072 Collier CreeJ Modeling, Jetty ReworJ and Channel Training 750,000 750,000 750,000 - - - - - - - - - -
90549 Doctor's Pass Dredging 25,000 50,000 50,000 575,000 25,000 25,000 25,000 850,000 25,000 25,000 600,000 25,000 25,000 1,500,000
90073 Erosion Control Structure Doctor's Pass 1,000,000 1,000,000 1,000,000 -
Regulatory
80171 Beach Tilling - County Wide 40,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 150,000
90033 Near Shore Hard Bottom Monitoring 165,000 333,742 333,700 165,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 825,000
90297 Shorebird Monitoring 28,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 125,000
90536 City/County Physical Beach and Pass Monitor 165,000 198,000 198,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 165,000 825,000
99999 Beach Turtle Monitoring 166,500 166,500 166,500 166,500 166,500 166,500 166,500 166,500 166,500 166,500 166,500 166,500 166,500 832,500
Maintenance
90527 Beach Cleaning-Naples 175,000 336,100 336,100 180,000 180,000 180,000 180,000 180,000 180,000 180,000 180,000 180,000 180,000 900,000
90533 Beach Cleaning-County/Marco 190,000 321,807 321,800 160,000 160,000 160,000 160,000 160,000 160,000 160,000 160,000 160,000 160,000 800,000
90044 Vegetation Repairs-Exotic Removal 75,000 150,000 150,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 375,000
Structures
90096 Naples Pier - - - - - 135,500 200,000 200,000 200,000 200,000 200,000 200,000 200,000 535,500
80268 OlesJy Pier - 310,000 310,000 - - - - - - - - - - -
Administration
90020 Fund 195 Admin Costs 46,600 90,565 90,600 41,300 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 341,300
Total Direct Project Cost 8,861,100 11,376,949 11,377,000 9,353,400 4,636,500 4,252,000 4,561,500 4,661,500 3,961,500 5,316,500 5,136,500 4,336,500 3,836,500 27,464,900
99195 Interest Redirection - - - - - - - - - - - - - -
99195 Transfer to 185 Operating 759,900 759,900 759,900 790,000 786,700 786,700 786,700 786,700 786,700 786,700 786,700 786,700 786,700 3,936,800
99195 Transfer to Tax Collecter (Revenue Collection Exp)163,000 163,000 163,000 163,000 168,200 169,900 171,600 173,300 175,000 176,800 178,500 180,300 182,100 846,000
99195 Reserves General - - - - - - - - - - - - - -
99195 Reserve for Catastrophe 16,138,300 6,570,000 7,070,000 7,570,000 8,070,000 8,570,000 9,070,000 9,570,000 10,000,000 10,000,000 10,000,000 10,000,000 9,070,000
99195 Reserve for Unrestricted Capital 16,370,672 12,374,100 -
99195 Reserve - FDEP/FEMA Refuding/Deob 5,000,000 5,000,000 - 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000 7,000,000
Total Programmed 30,922,300 40,240,521 12,299,900 36,750,500 20,161,400 20,278,600 21,089,800 21,691,500 21,493,200 23,280,000 23,101,700 22,303,500 21,805,300 48,317,700
SAP 40,566,121
Unencumbered Reserve Balance to Roll 2,762,300 (325,600) 28,742,700 12,374,100 27,248,500 30,243,600 33,045,300 35,862,100 39,494,800 41,967,400 45,163,600 49,277,000 54,017,800 23,488,000
May 22, 2017
Consent Agenda 6-A (ii)
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EXECUTIVE SUMMARY
Recommendation to approve and authorize the Chairman to execute Agreement No. 16CO1 with
the Florida Department of Environmental Protection Bureau of Beaches and Coastal Systems
Beach Management Funding Assistance Program for Collier County Beach Nourishment, and
make a finding that this item promotes tourism.
OBJECTIVE: To execute Agreement No. 16CO1 with the Florida Department of Environmental
Protection (FDEP) Bureau of Beaches and Coastal Systems Beach Management Funding Assistance
Program for Collier County Beach Nourishment.
CONSIDERATIONS: FDEP Agreement No. 16CO1 implements the beach erosion control project
known as the South Marco Island Beach Nourishment. This Agreement shall begin on the last date
executed and end on March 31, 2021.
The execution of the FDEP Beach Funding Assistance agreement primarily provides funding assistance
for beach renourishment work already completed and, to a lesser extent, monitoring work that is
underway, or is to be undertaken in the near future.
FDEP has determined that 48.68 percent of the non-federal project costs are eligible for state cost sharing.
FDEP’s financial obligation shall not exceed the sum of $190,998.27 for this project or up to 24.34
percent of the non-federal project costs. Any indicated federal cost sharing percentage is an estimate, and
shall not affect the cost sharing percentages of the non-federal share.
ADVISORY COMMITTEE RECOMMENDATIONS: At the May 11, 2017 Coastal Advisory
Committee (CAC) meeting this item was unanimously approved by an 8 to 0 vote. The Tourist
Development Council’s (TDC) will review this item at their regularly scheduled meeting on May 22,
2017.
FISCAL IMPACT: Funds in the amount of $190,998.27 may be reimbursed by FDEP for project and
monitoring costs related to the South Marco Beach Renourishment within Project No. 80301. Certain
expenditures have been identified as eligible for reimbursement by FDEP and are detailed within “Table
1: Estimated Eligible Project Cost” of the Agreement.
The subject work plan is supported by TDC Beach Renourishment Fund (195), accordingly, any FDEP
reimbursement received (up to the amount of $190,998.27) pursuant to the agreement will be deposited in
the TDC Beach Renourishment Fund (195).
GROWTH MANAGEMENT IMPACT: There is no impact to the growth management plan related to
this action.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: To approve and authorize the Chairman to execute Agreement No: 16CO1
with the Florida Department of Environmental Protection Bureau of Beaches and Coastal Systems Beach
Management Funding Assistance Program for Collier County Beach Nourishment, and make a finding
that this item promotes tourism.
Prepared by: J. Gary McAlpin, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees
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EXECUTIVE SUMMARY
Recommend approval of Tourist Development Tax Category “B” funding to support the upcoming
FY 17 Sports Event up to $6,400.00 and make a finding that these expenditures promote tourism.
_____________________________________________________________________________________
OBJECTIVE: Approve funding support for managing and host the upcoming sports event in Collier
County during July 2017.
CONSIDERATIONS: Collier County is scheduled to host the following July 2017 event. The Tourism
Division Sports Marketing Team has attracted this prestigious event to our community. The projected
hosting costs to manage and host these events are based on projections provided by the event promoter and
our experience with similar events. The Tourism Division proposes to pay Parks and Recreation for the
field rental and event staff support expenses for each event. Field rental and event staff support are
authorized expenditures for the BCC approved Sports Assistance Program. Funding for support of these
events is subject to Board approval.
South Florida State Championships A/B/C will take place June 30 – July 2, 2017. This is a fast-pitch
softball event featuring 8U-18U athletes that attracts approximately 350 participants to our community. In
2016, this same event brought 550 room nights to Collier County. The event promoter expects to generate
a similar number of room nights in 2017. The expenses to be paid for with tourist development tax funds
for this event will be assistance with the field rental(s) at North Collier Regional Park, Veterans Park, and
Golden Gate Community Park up to a total cost of $4,900.00, and park staff overtime costs up to $1,500.00
for a total of $6,400.00.
FISCAL IMPACT: Funding of up to $6,400.00 for this event is included in the BCC approved FY 17
Tourism Department budget in Fund 184 for Sports Marketing Event support.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan from this
action.
LEGAL CONSIDERATION: This item is approved as to form and legality and requires majority vote
for approval. – CMG
RECOMMENDATION: That the Tourist Development Council recommend approval of Tourist
Development Tax Category “B” funding to support the South Florida State Championships softball event
up to $6,400.00 and make a finding that these expenditures promote tourism.
Prepared By: Michael Obyc, Senior Sports Marketing Manager
Attachments: Funding Application
May 22, 2017
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EXECUTIVE SUMMARY
Recommendation to review Tourist Development Tax Grant Application(s) and provide
recommendations for FY 18 Category B ($83,000) and Category C-2 ($604,073) and make a
finding that these expenditures promote tourism.
______________________________________________________________________________
OBJECTIVE: Review and make recommendations to the Board of County Commissioners for
Tourist Development Tax Category B and C-2 grant applicants for FY 18.
CONSIDERATIONS: Tourism Grant Applications were made available on our County Tourism
website in February and were due April 28, 2017. In accordance with the Grant Guidelines, the
applications were reviewed by Tourism Department staff to verify they met the Grant Guidelines
and then by the County Attorney’s Office for legal sufficiency. The County Attorney’s comments
are attached and each of the concerns contained within have been answered to staff’s satisfaction
and approved for legality. Based on these reviews, Tourism staff has made suggestions below on
the funding level for each applicant.
Category “B”- Marketing & Events Grants
Naples, Marco Region of Antique Automobile Club of America, Inc. (AACA)
This request is to promote the AACA Antique Auto Show at the Naples Depot in March. The
organization received grant funding in 2016 - $10,000 and 2017 - $13,000. Funding will be used
for national and Florida specific advertising in antique auto magazines and websites. The
organization is projecting 200 overnight visitors, 125 hotel room nights with TDT revenue
projected at $5,000. Staff recommends funding for FY 18 at $13,000 for their event in 2018.
Artis-Naples
This application is to promote the 2017 Naples International Film Festival (NIFF) in October. As
of January 1, 2017, NIFF became part of the Artis-Naples portfolio. Funding will be used to
promote the festival through digital and social media outlets in addition to advertising in film
industry publications. The organization projects 1,500 overnight visitors, 3,000 hotel room nights
and TDT revenue of $7,291. Staff recommends $25,000 for out of area advertising and promotion
for the festival in 2017.
Hodges University
This application is to promote the first annual 2018 Identity Fraud Cyber Security Conference in
April 2018. They are requesting advertising assistance to attract out of area attendees to the
conference via social media, website, direct mail and a press release campaign. The university
projects 150 visitors for the three-day conference. Staff recommends funding for FY 18 up to
$10,000 for out of area promotion of the conference.
Kiwanis Club of Pelican Bay, Naples
The request is to promote the fourth annual Bacon Fest to be held at the Naples Airport in November
2017. The organization received grant funding in 2016 - $25,000. The Kiwanis Club indicates the
November 2016 event attracted 7,000 visitors and generated 235 hotel room nights. Event
organizers project 8,000 overnight visitors and 300 room nights for the 2017 festival. Staff
recommends $25,000 for out of area advertising of the event for FY 18.
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Naples St. Patrick Foundation
This application is to promote the 42nd annual St. Patrick’s Day Parade in March. The organization
is requesting funding for promotion and parade operational expenses. Overnight visitors attending
the parade are projected at 500 with 3,000 room nights and TDT revenue of $73,415.92. Staff
recommends funding up to $10,000 for out of market promotion of the parade to college alumni
groups.
Category C-2- Non County Owned/Operated Museums
Artis-Naples
This application is for exhibit acquisition and promotional expenditures for an exhibit entitled,
“French Moderns: Monet to Matisse, 1850-1950 that will run from October to January at the Baker
Museum. The organization has had past grants using Category C-2 funds in 2016 - $150,000, 2012
- $25,000, 2009 - $20,000. The organization projects 4,731 overnight visitors, 9,462 room nights
and TDT revenue of $22,055 over the course of the exhibit. The expenditures requested meet the
grant guidelines and staff recommends funding for FY 18 at $175,000.
Naples Botanical Garden
This request is for exhibit rental and promotional expenditures for a Dinosaurs in the Garden exhibit
at the Garden. The exhibit will feature a multisensory display of ten life-size dinosaurs that will
run from February through May. The organization has received past grants in 2016 - $150,000,
2011 - $63,000, 2010 - $75,000, 2009 - $150,000. The organization projects 10,638 overnight
visitors, 2,660 room nights and TDT revenue of $185,785 for the duration of the exhibit. The
expenditures requested meet the grant guidelines and staff recommends funding for FY 18 at
$150,000.
Golisano Children’s Museum of Naples
C’mon is applying for a grant to acquire and to promote two traveling exhibits to the museum in
2018. Museum staff will select from four different exhibits with different age and subject matter
appeal depending upon availability. C’mon has received grants in 2016 - $111,176; 2014 -
$100,000; 2010 - $100,000; 2009 - $75,000; 2008 - $150,000. The organization projects 600
overnight visitors and TDT revenue of $7,744. The expenditures requested meet the grant
guidelines and staff is recommending funding for FY 18 at $150,000.
Naples Zoo
This application is for exhibit rental and promotional expenses for a traveling exhibit entitled,
“Penguins in Paradise” consisting of four African black footed penguins that will be featured at the
Naples Zoo from November 2017 – April 2018. This Zoo has received grants in 2009 - $40,000
and 2008 - $121,000. The organization projects 42,896 overnight visitors, 14,298 room nights and
TDT revenue of $617,850 over the course of the exhibit. Staff recommends funding for out of area
promotional costs and exhibit fees for FY 18 at $129,073.
FISCAL IMPACT: Funding for Category B marketing grants in the amount of $83,000 and for
Category C-2 of $604,073 is included in the proposed FY 18 Tourism Division’s budget.
LEGAL CONSIDERATION: This item is approved as to form and legality and requires majority
vote for approval. – CMG
May 22, 2017
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RECOMMENDATION: To recommend BCC approval of the above Category B marketing grant
applications in the amount of $83,000 and the Category C-2 Non-County Owned Museum grant
applications in the amount of $604,073 and make a finding that these expenditures promote
tourism.
SUBMITTED BY: Jack Wert, Tourism Director
Attachments: (1) 4 Cat. B and 3 Cat. C-2 Grant Applications
(2) Grant Application Recap
(3) FY 18 Grant Guidelines for B and C-2
(4) County Attorney Legal Considerations on each application
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FY 18 GRANT
APPLICANTS
CATEGORY C-2 NON COUNTY MUSEUMS
APPLYING
ORGANIZATION AMOUNT REQUESTED
ELIGIBLE AMOUNT
PER GUIDELINES
PROJECT
DESCRIPTION
NEW OR PAST
GRANTEE REMARKS
Artis Naples $175,000.00 $175,000.00
French Moderns:
Monet to Matisse,
1850-1950
Past: 2016 -
$150,000; 2012 -
$25,000; 2009 -
$20,000
Exhibit rental and out of market advertising expenses to promote exhibit; appears to meet
guidelines for C-2 grant.
Golisano Children's
Museum of Naples $150,000.00 $150,000.00
Traveling Exhibits -
Various
Past: 2016 -
$111,176; 2014 -
$100,000; 2010 -
$100,000; 2009 -
$75,000; 2008 -
$150,000
Exhibit rental and out of market advertising expenses to promote exhibit; appears to meet
guidelines for C-2 grant.
Naples Botanical
Garden $150,000.00 $150,000.00
Dinosaurs in the
Garden
Past: 2016 -
$150,000; 2011 -
$63,000; 2010 -
$75,000; 2009 -
$150,000
Exhibit rental and out of market advertising expenses to promote exhibit; appears to meet
guidelines for C-2 grant.
Naples Zoo $150,000.00 $129,073.00 Penguins in Paradise
Past: 2009 - $40,000;
2008 - $121,000
Exhibit rental and out of market advertising expenses to promote exhibit; appears to meet
guidelines for C-2 grant.
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CATEGORY B MARKETING & EVENTS
APPLYING
ORGANIZATION AMOUNT REQUESTED
ELIGIBLE AMOUNT
PER GUIDELINES
PROJECT
DESCRIPTION
NEW OR PAST
GRANTEE REMARKS
AACA $13,000.00 $13,000.00 Antique Automobile
Show at Naples Depot
Past: 2015 - $10,000;
2016 - $13,000 Out of market advertising expenses; appears to meet guidelines for B grant.
Artis Naples for NIFF $25,000.00 $25,000.00 2017 Naples Int'l Film
Festival New Event scheduled for 10/26 - 10/29/17; promotion cannot begin until 10/1/17. Out of market
advertising, appears to meet guidelines for B grant.
Hodges University $50,000.00 $10,000.00 2018 Identity Fraud
Institute Conference New Application is for out of area marketing for a 2018 Conference in Collier County. Staff
recommends funding up to $10,000 for marketing expenses to attract out of market
Kiwanis Club of
Pelican Bay, Naples $25,000.00 $25,000.00 Baconfest at Naples
Airport Past: 2016 - $25,000 Out of market advertising expenses; appears to meet guidelines for B grant.
Naples St. Patrick's
Foundation $12,000.00 $10,000.00
42nd Annual Naples
St. Patrick's Day New Requested operating expenditures do not meet marketing grant guidelines. Staff
recommends funding up to $10,000 for out of market promotion to college alumni groups.
May 22, 2017
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From:GreeneColleen
To:WertJack; GreenKelly
Cc:AlthouseTammy; KlatzkowJeff
Subject:Review of Category B and C-2 Grant Applications
Date:Wednesday, May 17, 2017 8:39:35 AM
Jack and Kelly,
I have reviewed the Category “B” and C-2 grant applications. As we discussed, I recommend
that we review the minutes from the BCC/TDC workshop and the TDC meeting where the
grant guidelines were discussed. I think there is additional guidance regarding the requirement
that the promotion and marketing be “out of market.” The Naples Zoo application, for
example, identifies promotion in the Naples Daily News and the News Press. This would be
eligible for funding in the on-line edition of both papers as the promotion reaches “out of
market.” I recommend clarification.
In my opinion, all proposed events are eligible for Category “B” and “C-2” funding
(respectively). I have included some notes as reminders.
Notes:
Category C-2
Artis Naples – Watch dates. The grant is effective 10/1/2017 and the exhibit is scheduled for
10/20/17. No costs may be incurred/eligible for reimbursement prior to the effective date of
the grant.
C’MON – Watch dates. Some exhibits are scheduled for Fall 2018. Staff costs are not
eligible for reimbursement.
Naples Botanical Garden – No notes.
Naples Zoo – Clarify that promotion is out of market.
Category B
AACA – Based on application, this car show did not track visitors or hotel rooms nights.
Artis Naples for NIFF – What does “Agency support” prior to event mean? What Agency?
What is “on-site festival reporting”? Is it streamed out of market?
Hodges University – Confirm that direct mail, brochures, press release is “out of market.”
Projected over-night visitors I think is meant to say 150 visitors for 3 nights each.
Kiwanis Club – Are the promotional materials out of market. Visitor & room night
projections are incomplete.
Naples St. Patrick’s Day Foundation – Agree with staff recommendation for promotional
materials for out of market promotion. Operating expenses listed are not eligible.
Please call me if you wish to discuss. Thank you.
Colleen M. Greene
Assistant County Attorney
(239) 252-8490
Fax (239) 252-6300
Under Florida Law, e-mail addresses are public records. If you do not want your e-mail address released in response to a public records
request, do not send electronic mail to this entity. Instead, contact this office by telephone or in writing.
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EXECUTIVE SUMMARY
Recommendation to establish a 2017 summer meeting schedule for the TDC
______________________________________________________________________
OBJECTIVE: Discuss and schedule TDC meetings for the summer of 2017.
CONSIDERATIONS: Traditionally the TDC chooses either July or August to not meet.
The County Commission meets only once on July 11 and does not meet at all in August.
The Coastal Advisory Committee has decided to not meet in July this year.
Staff recommends the TDC consider not meeting in the month of August while the County
Commission is in summer recess. We would leave the August 28 meeting date on the
calendar in case we need to schedule an emergency TDC meeting.
FISCAL IMPACT: There is no Fiscal Impact with this recommendation.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management
Plan with this Executive Summary
RECOMMENDATION: Establish a 2017 summer meeting schedule for the TDC
following the staff direction to not meet in August 2017.
Prepared by: Jack Wert, Tourism Director
May 22, 2017
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EXECUTIVE SUMMARY
Recap of Discussion at TDC Workshop and April meeting on TDT Reallocation and
the Amateur Sports Complex and invitation to attend at the July 13, 2017 Joint
BCC/TDC Workshop on these subjects
______________________________________________________________________
OBJECTIVE: Answer TDC concerns brought up at the April 18 Workshop and April 24
TDC meeting on TDT reallocations and the proposed sports complex project.
CONSIDERATIONS: The TDC Workshop presentations included a look at possible
TDT reallocation models and proposed plans for a new amateur sports event complex. The
TDC members requested clarification and additional information on the following issues:
1.Are the costs for Operations and Maintenance and of future revenue included in the
proposed sports complex business model?
a.Yes- O&M costs are planned to be covered by the General Fund through the Parks
& Recreation budget and future revenue from the operation of the sports complex
are included in the business model.
2. Are land acquisition costs included in the business model?
a.Yes- land acquisition cost projections have been included in the business model.
3. Has the management, sales and operation of the proposed complex been addressed?
a.Yes- we have looked at several models that are used in sports complex operations
around the US. We are leaning toward a public/private partnership where O&M is
handled by County Parks & Recreation, Marketing and Sales by a private sector
firm and ownership by the County. The BCC will make that final operating model
determination at a later date.
4.Provide an additional funding model with a 60% for Beaches and 40% for Destination
Marketing at the current 4% level and at a 5% TDT level.
a.Additional model is attached.
FISCAL IMPACT: Fiscal impact will be determined when the BCC directs staff to begin
final planning of the proposed sports complex.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management
Plan with this Executive Summary
RECOMMENDATION: That the TDC receive the above information and plan to attend
the June 13 joint workshop with the BCC and TDC to discuss both the possible reallocation
of the Tourist Development Tax and the proposed sports complex.
Prepared by: Jack Wert, Tourism Director
Attachments:
(1) 60%-40% model at 4% and 5% added to the previously presented models
May 22, 2017
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Marketing Partner
Reports
May 22, 2017
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RESEARCH REPORT
Klages Research &
Research Data Services, Inc.
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Economic Indicators
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Rising Consumer Confidence
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Increased Confidence of Small Businesses
May 2017
110.9
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Online vs. Brick and Mortar Stores
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Euro and U.S. Dollar
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Collier Direct Leisure and Hospitality
Employment (Calendar Year)*
Jan.Feb.Mar.Apr.May Jun.Jul.Aug.Sep.Oct.Nov.Dec.
2012 25,300 25,800 25,900 25,100 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24,900
2013 25,600 26,400 26,400 25,900 24,500 22,800 22,200 22,000 22,100 23,400 25,500 26,300
2014 26,900 27,600 27,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26,900
2015 27,700 28,400 28,600 27,900 26,300 24,800 23,800 23,800 24,000 25,600 27,900 28,700
2016 29,000 29,700 29,700 29,000 27,500 25,900 25,100 24,800 24,900 25,500 26,900 27,900
2017 28,400 28,100 28,900
20,000
21,000
22,000
23,000
24,000
25,000
26,000
27,000
28,000
29,000
30,000
MonthlyDirect Leisure and Hospitality Employment* SOURCE: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program
(CES), Collier County Leisure and Hospitality Sector.
2014
2013
2012
2015
2016
2017
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Year to Date 2017
January –April
Collier Visitor Profile
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Collier Tourism Metrics
YTD 2017 (January –April)
Number of
Visitors
Room Nights
Economic Impact
•750,500
•+1.4%∆
•974,200
•-1.9%∆
•$980,227,000
•+3.6%∆
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Occupancy/ADR
YTD 2017 (January –April)
Occupancy ADR
2016 2017 % ∆2016 2017 % ∆
January 79.8%77.3%-3.1%$235.0 $230.9 -1.7%
February 89.1%87.9%-1.3%$353.0 $350.5 -0.7%
March 89.5%90.3%+0.9%$353.2 $336.4 -4.8%
Q1 86.1%85.2%-1.0%$313.7 $305.9 -2.5%
April 83.4%84.3%+1.1%$259.1 $283.8 +9.5%
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Visitation Metrics
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17
Key Collier Visitation Metrics (%∆)
% Change Visitors % Change RevPar
RevPar
Visitors
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Visitation Metrics
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17
Key Collier Visitation Metrics (%∆)
% Change Occupancy % Change ADR
ADR
OCC
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Visitor Origins
YTD 2017 (January –April)
# of Visitors 2017 ∆ %
Florida 193,946 +6.0
Southeast 45,835 -2.8
Northeast 204,310 +0.6
Midwest 145,913 -0.9
Canada 21,921 -3.7
Europe 107,123 +1.2
West 31,452 +1.3
YTD 2017 750,500 +1.4
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April 2017
Collier Visitor Profile
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Visitation/Economic Impacts of Tourism
Collier April 2017
Visitors
2017
142,500
2016
138,600
Room Nights
2017
222,800
2016
217,700
Economic
Impact
2017
$219,045,500
2016
$207,284,900
%∆
+2.8
%∆
+2.3
April
%∆
+5.7
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Occupancy/Room Rates
Collier April 2017
Occupancy 83.4%84.3%+1.1%
ADR $259.1 $283.8 +9.5%
RevPAR $216.1 $239.2 +10.7%
2016 2017 % ∆
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First Time Visitors (% Yes)
Collier April 2017
4.0 5.1
40.5 41.1
44.5%46.2%
0
10
20
30
40
50
2016 2017
%
New Market Share Gain from FL
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Visitor Origins
Collier April 2017
# of Visitors 2017 ∆ %
Florida 41,183 +6.1
Southeast 7,980 -4.0
Northeast 32,918 -1.5
Midwest 27,930 +6.1
Canada 4,702 +9.5
Europe 22,515 +4.1
West 5,272 -9.4
Total 142,500 +2.8
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Domestic and International Visitors
Collier April 2017
Number of Visitors 2016 2017 ∆ %
Domestic 109,247 110,818 +1.4
International 29,353 31,682 +7.9
Canada 4,296 4,702 +9.5
Europe 21,622 22,515 +4.1
Latin America 2,055 2,875 +39.9
Other International 1,380 1,590 +15.2
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Collier Top April 2017 DMA’s
Collier April 2017
Market (% of Domestic Visitation)April 2017
1. Miami -Ft. Lauderdale 12.2%
2.Boston 11.0
3.New York 8.5
4.Chicago 7.5
5.Minneapolis -St. Paul 5.7
6.West Palm 5.1
7.Orlando -Daytona Beach 4.6
8.Philadelphia 4.2
9.Tampa -St. Petersburg 4.2
10.Columbus, OH 2.7
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Airports of Deplanement (Top Four)
Collier April 2017
68.3
16.6
4.0 6.3
66.3
15.8
6.1 4.4
0
10
20
30
40
50
60
70
80
RSW Miami Orlando Int'l Ft. Lauderdale
%
2016 2017
% of Visitors Who Fly
2016 72.7%
2017 73.6%
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Visitor Perceptions
Collier April 2017
•97.2%Satisfaction 96.7%
•92.1%Would Recommend 90.5%
•21.7%More Expensive 21.2%
•90.2%Plan to Return 89.3%
2016 2017
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Average Age/Median Income
Collier April 2017
•48.9
Average Age (years)48.3
•$152,863 Median HH Income $159,275
2016 2017
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Collier Comp Set -STR
Occupancy ADR RevPAR
2017 % ∆2017 % ∆2017 % ∆
Naples MSA 77.2%+0.6 $295.55 -4.4 $228.31 -3.8
Naples Upscale 82.7%-0.9 $373.12 -2.9 $308.75 -3.8
Miami-Hialeah 82.0%-1.0 $227.37 -7.5 $186.36 -8.5
Florida Keys 84.2%+1.7 $315.28 -5.2 $265.37 -3.6
Ft. Myers 81.5%-2.9 $195.43 -2.3 $159.18 -5.1
Sarasota-Bradenton 80.7%+2.2 $174.84 -0.2 $141.05 +2.0
Clearwater 79.3%-1.5 $161.82 +4.7 $128.31 +3.1
St. Petersburg 79.6%+2.8 $170.91 +1.8 $136.04 +4.7
Palm Beach County 83.9%+1.0 $231.66 -0.5 $194.27 +0.4
Ft. Lauderdale 84.7%-0.3 $177.73 -2.2 $150.48 -2.5
Florida 78.1%+0.7 $159.38 -0.3 $124.40 +0.3
SOURCE: SMITH TRAVEL RESEARCH, INC.
YTD 2017 (January –March)
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Collier Comp Set –Occupancy (%) -STR
SOURCE: SMITH TRAVEL RESEARCH, INC.
YTD 2017 (January –March)
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA 49.9%+4.0 27.1%-3.8 77.2%
Miami-Hialeah 59.4%+3.8 18.5%-11.7 82.0%
Florida Keys 74.4%+1.2 9.1%+7.7 84.2%
Ft. Myers 60.5%+0.2 19.2%-10.2 81.5%
Sarasota-Bradenton 57.3%-1.2 21.6%+10.8 80.7%
Clearwater 54.8%-2.0 24.5%-0.4 79.3%
St. Petersburg 53.3%+4.5 24.5%+4.3 79.6%
Palm Beach County 55.3%+0.8 26.4%+0.8 83.9%
Ft. Lauderdale 57.5%-2.1 22.0%+1.4 84.7%
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Collier Comp Set –ADR ($) -STR
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA $310.21 -8.2 $269.90 +2.6 $295.55
Miami-Hialeah $231.47 -10.0 $238.28 -2.1 $227.37
Florida Keys $318.76 -5.2 $295.50 -4.9 $315.28
Ft. Myers $206.49 -4.5 $169.87 +4.1 $195.43
Sarasota-Bradenton $192.31 +1.7 $136.89 -2.2 $174.84
Clearwater $170.46 +2.7 $142.52 +10.9 $161.82
St. Petersburg $177.53 +0.6 $161.02 +1.0 $170.91
Palm Beach County $243.49 -2.3 $219.06 +4.0 $231.66
Ft. Lauderdale $176.34 -3.9 $196.31 +1.5 $177.73
SOURCE: SMITH TRAVEL RESEARCH, INC.
YTD 2017 (January –March)
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Collier Comp Set -STR
March 2017
Occupancy ADR RevPAR
2017 % ∆2017 % ∆2017 % ∆
Naples MSA 82.1%+2.7 $321.42 -6.4 $263.78 -3.9
Naples Upscale 88.4%+0.4 $412.31 -2.7 $364.58 -2.3
Miami-Hialeah 85.7%+2.1 $233.36 -6.9 $200.09 -5.0
Florida Keys 88.9%+1.8 $336.98 -7.4 $299.42 -5.7
Ft. Myers 86.0%-2.7 $229.45 -2.5 $197.32 -5.2
Sarasota-Bradenton 88.0%+4.7 $201.13 -2.5 $176.97 +2.0
Clearwater 87.2%-2.7 $188.37 -0.3 $164.29 -3.1
St. Petersburg 87.4%+1.8 $196.86 -1.0 $172.11 +0.8
Palm Beach County 87.4%+3.3 $244.34 -0.3 $213.50 +3.0
Ft. Lauderdale 87.3%+1.0 $180.51 -2.7 $157.68 -1.8
Florida 84.1%+1.5 $168.47 -0.7 $141.65 +0.8
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Collier Comp Set –Occupancy (%) -STR
March 2017
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA 60.9%+2.4 20.9%+7.5 82.1%
Miami-Hialeah 64.2%+4.0 17.6%-0.8 85.7%
Florida Keys 81.2%+1.0 6.7%+13.4 88.9%
Ft. Myers 68.7%-4.3 15.1%+6.8 86.0%
Sarasota-Bradenton 67.1%-1.4 18.3%+25.9 88.0%
Clearwater 68.9%-6.6 18.3%+15.0 87.2%
St. Petersburg 61.0%-3.8 24.0%+23.7 87.4%
Palm Beach County 56.0%-5.7 28.6%+30.8 87.4%
Ft. Lauderdale 62.2%-1.1 19.7%+2.7 87.3%
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Collier Comp Set –ADR ($) -STR
March 2017
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA $331.13 -9.6 $294.90 +4.6 $321.42
Miami-Hialeah $239.93 -9.1 $235.54 -1.4 $233.36
Florida Keys $339.91 -6.9 $319.67 -12.5 $336.98
Ft. Myers $243.72 -3.9 $184.46 +12.6 $229.45
Sarasota-Bradenton $219.57 +0.7 $152.50 -6.5 $201.13
Clearwater $195.71 -1.7 $160.80 +13.3 $188.37
St. Petersburg $206.75 -1.3 $178.31 -0.4 $196.86
Palm Beach County $263.58 -1.1 $220.92 +5.1 $244.34
Ft. Lauderdale $180.91 -4.8 $196.45 +2.9 $180.51
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Executive Summary
Collier April 2017
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Visitor Metrics
This April, some 142,500 visitors stayed in Collier’s
commercial lodgings (+2.8%). Their visits contributed
an estimated $219,045,500 of economic impact to
the County (+5.7%). Key performance metrics are as
follows:
Collier April 2017
April 2016 2017 %∆
Occupancy 83.4%84.3%+1.1
ADR $259.1 $283.8 +9.5
RevPAR $216.1 $239.2 +10.7
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Visitor Metrics
Compared to last April, nine out of ten (90.6%)
lodging managers report their three month forward
reservations levels as “up” or the “same:”
Collier April 2017
% of Properties (April)
Reporting Reservations 2016 2017
Up 27.7%41.7%
The Same 53.8 48.9
Down 16.4 9.4
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Visitor Metrics
Collier’s April visitation originates from the following
primary market segments:
Collier April 2017
April Visitation 2017 Visitor #∆
Florida 41,183 +6.1
Southeast 7,980 -4.0
Northeast 32,918 -1.5
Midwest 27,930 +6.1
Canada 4,702 +9.5
Europe 22,515 +4.1
Mkts. of Opp.5,272 -9.4
Total 142,500 +2.8
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Transportation
This April, seven out of every ten of the
destination’s patrons flew (2016: 72.7%; 2017:
73.6%).A majority of these (66.3%) deplaned at
RSW, with Miami capturing some 15.8%of
deplanements.
Collier April 2017
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Party Size/LOS/First Time
The typical April visitor party includes an average
of 2.8 travelers who stay for 3.7 nights in the
Naples, Marco Island, Everglades area.
Some 46.2% of Collier’s April visitors are in the
destination for the first time (2016: 44.5%).
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Information
Fully 94.3% consult the web for trip information,
with some 80.8% making bookings for their trip
online.
Collier April 2017
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Satisfaction/Demographics
The vast majority (96.7%) are satisfied with their
Collier stay, with 89.3% planning a future trip to
the area.
This year, April visitors average 48.3 years of age
(2016: 48.9 years of age).
Collier April 2017
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Collier Focus Group
Research Summary
Ft. Lauderdale, Florida –March 30, 2017
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Collier Focus Group Research
Focus Groups
•Last 1 ½ to 2
hours
•6-12
participants
•Led by an
experienced
moderator
Moderator
•Leads the
group
•Encourages
discussion and
interaction
•Keeps study
sponsor’s
identity
unknown
Recordings
•Sessions are
audio and
video recorded
to preserve
findings
•Recordings are
used during
analysis
Protocols
•Participants
have specific
demographic,
economic, and
vacation
characteristics
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Collier Focus Group Research
Ft. Lauderdale Focus Group
•March 30, 2017
•Participants have HH Income ≥$100,000
All Participants Represent Travelers with Previous
Vacation Experience on the west coast of Florida
•Participants have stayed in commercial lodging during their visit
to the west coast
Third in a series of three focus groups
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Common Themes –Group Synopsis
Images portraying people having “fun” are found to be the most
appealing
Respondents believe the Everglades should be represented in the
advertising
Desire to see unique and identifying features in advertisements
Activity-based imagery is considered to be the most engaging
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Kid-friendly
Nice dining options
Relaxing and calming
Inclusive hotels
Shopping opportunities
Wealthy
A lot of golfers
Close to the east coast
Many Midwesterners
Focus Group’s Destination PerceptionsMay 22, 2017
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NO ADVERTISING REPORT THIS
MONTH
Paradise Advertising &
Marketing, Inc.
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National Public Relations Update
TDC Meeting
Services conducted from
April 10 -May 10, 2017
May 22, 2017
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Media Highlights
LHG PR EFFORTS
April 10 –May 10 Media Impressions: 3,782,572
April 10 –May 10 Value: $30,666
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Media Highlights
Charleston Living Magazine
Circ: 218,000
Media Value: $1,280
Media Visit –Katie McElveen
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Media Highlights
Columbia Living Magazine
Circ: 208,000
Media Value: $1,190
Media Visit –Katie McElveen
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Media Highlights
Wilmington Magazine
Circ: 182,000
Media Value: $1,280
Media Visit –Katie McElveen
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Media Highlights
Boca Magazine
Circ: 22,080
Media Value: $5,900
Media Visit –Pamela Fisher
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Media Highlights
Paste
UMV: 3,152,492
Media Value: $21,016
Media Visit –Hillary Sheinbaum
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Activities
Recent Media Visit Arranged by LHG Agency:
Tiffany Raiford (SheBudgets)
•Visited April 28 –April 30
•Stayed at Lemon Tree Inn
•Visited Naples Zoo, Ocean Prime, Naples Botanical Garden,
Riverwalk at Tin City and the Dock at Crayton Cove among
other activities.
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Activities
Recent Media Visits Arranged by CVB:
Scott Eddy and family travel team
•Visited April 4-10
•Focus on luxury and family travel, top travel influencer with
audience over 2 million
•Stayed at JW Marriott Marco Island Beach Resort
•Visited Naples Botanical Garden, Conservancy of SWFL,
Naples Zoo, Pure Florida for Double Sunshine Cruise, Marco
Island Ski & Watersports, among other activities.
•Naples dining at Sea Salt, Pinchers, The French
Anja Beckman, blogger for top German site Travel on Toast
•Visit May 14-15
•Stay at Ivey House
•Everglades National Park boat-assisted kayak eco
excursion with Everglades Area Tours
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Activities
Recent Media Visits Arranged by CVB:
How To Do Florida syndicated TV Show
•Shooting May 2-4
•Focus on spearfishing, artificial reef
•“Spear & Sear” cook-your-catch segment with chef at
Latitude 26
•Stay at Hyatt House Naples/Fifth Avenue
•Others segments include Naples Pier, downtown scene,
Naples by boat at sunset
•Segment will air in July
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Activities
Visit Florida in New York, April 25
•JoNell Modys participated in luncheon
•41 New York-based travel editors, writers RSVP’d
•27 attended lunch networking event
Editorial meetings, New York and Boston
•Lou Hammond coordinated editorial meetings for JoNell
Modys in New York City, Boston
•Team met with over 15 journalists one-on-one
•Sample outlets include Luxury Travel Advisor, Food
Network Magazine, USA Today, Where Magazine,
freelancers
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Upcoming Media Visits
Agency handling blogger Mandy Carter
•Visiting June 12-14
•Staying at JW Marco Island Marriott Beach Resort
Agency & CVB working on Mantitlement blogger Dan
George
•Visiting June 12-15
•Guy’s Getaway story for men’s lifestyle site
CVB hosting Post-IPW Argentina Press and Tour Operator FAM
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CVB April Highlights
US Open Pickleball Championship
•Coverage highlights include Behind The Headlines show
feature on ABC-7, extensive play and tourism impact
coverage in Naples Daily News, stories in Coastal Breeze
News, Naples Herald, Sarasota Bradenton Herald,
Villages-News.com, others
Collier Tourism column in The News-Press
•Season slowdown brings appetizing adventures for locals,
visitors
•The Pickleball Boost; welcome Ed Caum to the team
See more in CVB PR, Communications, Digital Reports
May 22, 2017
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Paradise Advertising
Digital & Social Media
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PARADISE
PARADISEADV.COM
CONSUMER NEWS EMAILS
20.75%
OPEN RATE
9.69%
CTR
59
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Topic Resolutions Romance Stress Pets
Quantity Distributed 20,598 21,343 21,168 22,036 85,145
Open Rate 21.45%22.48%21.93%20.75%21.65%
Click-Thru-Rate 14.85%14.38%10.67%9.69%12.54%
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 87,262 87,282 87,282 87,282 349,108
Open Rate 15.9%13.8%14.8%14.4%14.72%
Click-Thru-Rate 2.1%1.6%1.9%1.7%1.82%
PAID RESULTS
This month, we tried judged the A/B testing differently than usual. As always, Subject lines A and B were each tested on 25% of the
list. After 6 hours, the winner was decided and sent to the remaining 50% of the list. Usually the winner is decided by which subject line
gets the most opens.
We’ve noticed that while the winner receives the most opens, the losing Subject Line often has clicks. So, this month, we tried to
instead judge the A/B testing by which Subject line received the most clicks (rather than opens).
The result showed that a lower percentage of people opened the email, and thus a lower percentage clicked a link. But those who
clicked a link, clicked a lot of links. We decided it is better we reach more people, rather than more clicks. Next month we will go back
to our usual method of A/B testing.
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PARADISEADV.COM
CONSUMER NICHE EMAILS
Monthly Performance:
Before deploying this email, we requested extra subscriber info from Phase V on the past year’s new subscribers. This info
allowed us to increase the size of our segmented lists.
Link With Most Clicks: Cheeseburgers in Paradise
18.24% of all click-throughs
33.29%
OPEN RATE
20.83%
CTR
60
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Topic Eco Art Eco Dining
Quantity Distributed 1,573 1,937 1,547 2,262 7,319
Open Rate 32.73%33.09%32.14%33.29%32.81%
Click-Thru-Rate 21.26%16.22%22.52%20.83%20.21%
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 87,262 87,282 87,282 87,282 349,108
Open Rate 16%14.2%15.4%15.4%15.25%
Click-Thru-Rate 2.1%1.7%1.9%2.0%1.93%
PAID RESULTS
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PARADISE
PARADISEADV.COM
MEETINGS EMAILS
61
OPEN RATE
3.21%
CTR
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 5,996 5,938 5,851 5,786 23,571
Open Rate 16.38%16.29%15.38%14.41%15.62%
Click-Thru-Rate 2.69%6.52%4.74%3.21%4.28%
EARNED RESULTS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 49,964 150,000 150,000 12,261 362,225
Open Rate 15.2%14.8%15.6%14.1%14.92%
Click-Thru-Rate 1.9%1.8%2%1.9%1.9%
PAID RESULTS
Monthly Performance
Link With Most Clicks: Video Player
23.21% of all click-throughs
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PARADISE
PARADISEADV.COM
6,558
SOCIAL MEDIA: TWITTER
TOTAL ENGAGEMENTSTOTAL IMPRESSIONS TOTAL FOLLOWERS
RESULTS DELIVERED
303K 10.6K
*KPIs are cumulative for all Paradise Coast Twitter handles
62
KPI JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Impressions 85,388 64,932 70,173 82,887 303,380
New Followers 177 66 118 139 500
Engagements 1,792 1,205 1,747 1,814 6,558
Website Visits 103 79 112 74 368
Retweets 142 105 130 128 505
Mentions 252 215 285 387 1,139
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PARADISE
PARADISEADV.COM
SOCIAL MEDIA: TWITTER
63
Impressions: 2,389
Total Engagements: 28
Impressions: 1,200
Total Engagements: 34
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PARADISEADV.COM
SOCIAL MEDIA: ECO TOUR INSTAMEET
64
POTENTIAL REACH TOTAL ENGAGEMENTS
30,148 4,312
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PARADISEADV.COM
SOCIAL MEDIA: SNAPCHAT FILTERS
65
Filter A Filter B Filter C
Snapchat Filter Views Conversions Impressions Days Location
Filter A 6,650 101 780 March 17 –March 20 Naples Pier
Filter B 12,546 171 819 March 24 –March 27 Naples Pier
Filter C 4,445 139 226 April 21 –April 29 East Naples Community Park
Views –Total number of Snapchat users that have seen the filter from a users Snap or Snap Story.
Conversions –Actual uses of the Snapchat filter.
Impressions –The number of Snapchat users that saw the filter, but didn’t necessarily choose to use it on their photo.
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PARADISEADV.COM
SOCIAL MEDIA: PINTEREST
2,159 109,853 1,884 603
AVG. DAILY IMPRESSIONS TOTAL VIEWERS TOTAL FOLLOWERSTOTAL PINS
RESULTS DELIVERED
66
KPI JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Impressions
(daily avg)
1,188 1,453 2,871 2,159 2,159
Viewers
(monthly avg)
14,843 20,060 33,312 41,638 109,853
Engaged
(monthly)
240 267 504 2,031 3,042
Total Pins 1,638 1,721 1,848 1,884 1,884
Followers 538 552 591 603 603
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PARADISE
PARADISEADV.COM
CAMPAIGN TRAFFIC
Monthly Performance
Number one source of campaign traffic for the month of April was Spring Summer campaign followed by Dinning and Storytelling.
23,720
USERS
26,220
SESSIONS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Users 25,912 52,255 36,045 23,720 136,482
Sessions 29,006 60,890 39,772 26,220 155,888
Pageviews 44,213 86,672 61,074 46,031 238,080
Bounce Rate 75.65%77.70%75.18%61.86%74.01%
Pages / Session 1.52 1.42 1.54 1.76 1.53
RESULTS DELIVERED
46,031
PAGEVIEWS
61.86%
BOUNCE RATE
67
PAGES / SESSIONS
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PARADISEADV.COM
CAMPAIGN SUMMARY
ANALYSIS
Across all campaigns, Naples advertising generated 6.5 million impressions and almost 15,000 clicks. An additional
900 people visited the website after being exposed to advertising.
All digital campaigns performed above the industry benchmark of .05% -.10% click-through rate*.
RESULTS DELIVERED
Row Labels Impressions Clicks CTR
View-
Throughs VTR
Dining FY17 681,895 1,029 0.15%130 0.02%
Display 592,649 524 0.09%113 0.02%
Video 89,246 505 0.57%17 0.02%
Spring Summer FY17 5,799,526 13,787 0.24%781 0.01%
Display 3,792,399 5,125 0.14%700 0.02%
Video 2,007,127 8,662 0.43%81 0.00%
Grand Total 6,481,421 14,816 0.23%911 0.01%
* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns.
Campaign Reach Frequency
Dining FY17 469,887 1.45
Spring Summer FY17 4,125,265 1.41
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CAMPAIGN DELIVERY –DISPLAY
ANALYSIS
Display campaigns generated 4.4 million impressions and more than 5,600 clicks.
All display campaigns performed at or above the industry benchmark of .05% -.10% click-through rate.
RESULTS DELIVERED
Row Labels Impressions Clicks CTR
Dining FY17 592,649 524 0.09%
Choozle 337,796 310 0.09%
SeriousEats.com 254,853 214 0.08%
Spring Summer FY17 3,792,399 5,125 0.14%
Adara 628,447 492 0.08%
Choozle 1,531,648 1,374 0.09%
OrlandoSentinel.com 751,113 968 0.13%
Sojern 514,916 1,274 0.25%
Travel Spike 330,453 968 0.29%
Weather.com 35,820 48 0.13%
Grand Total 4,385,046 5,648 0.13%
* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns.
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CAMPAIGN DELIVERY – VIDEO
ANALYSIS
Video campaigns delivered more than 2 million impressions with over a million of completions, resulting in a view
completion rate of 67%.
RESULTS DELIVERED
Row Labels Impressions Clicks Completions
Completion
Rate
Dining FY17 89,246 505 61,662 69.09%
Choozle 89,246 504 61,662 69.09%
Spring Summer FY17 2,007,127 8,662 995,859 49.62%
Adara 241,254 118 154,794 64.16%
Choozle 1,099,203 4,006 735,455 66.91%
NYTimes.com 278,308 2,037 0 0.00%
OrlandoSentinel.com 142,263 1,141 105,610 74.24%
Sojern 23,418 417 0 0.00%
Weather.com 222,681 943 0 0.00%
Grand Total 2,096,373 9,168 1,057,521 67.27%
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GLOSSARY OF TERMS
Avg Frequency The number of times, on average, a person was exposed to digital advertising during the
reporting period.
Bounce Rate The percentage of people who leave a website after viewing just one page.
CTR Click-through rate –the percentage of total impressions resulting in a click on the ad.
Impressions The number of times a digital communication element (email, banner ad, video, etc.) was viewed by
a person. This number includes multiple exposures to an individual.
Interactions The number of clicks on measured elements within a website or digital ad. In Social Media, this
refers to comments and shares.
Open Rate Click-through rate –the percentage of total emails sent that were opened and viewed.
Unique Users The number of unduplicated people exposed to digital communications.
VTR View-through rate –the percentage of total impressions resulting in a person visiting the website after being
exposed to digital advertising but not clicking on the ad.
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GLOSSARY OF SOCIAL MEDIA
TERMS
Impressions The number of times a piece of content was viewed by a person. This number includes multiple
exposures to an individual.
Instameet Opportunity where Instagrammers gather together to take photos / videos of an area or event.
Interactions The number of Twitter mentions and retweets.
Retweet A Twitter term referring to a repost or forwarded message.
Mention A Twitter term referring to the number of times someone has initiated or participated in conversation
directly with the brand account.
Interaction Total number of times a user has interacted with a Tweet. This includes any clicks on the tweet
(hashtags, links, avatar, username, tweet expansion), retweets, replies, follows, media views, follows, card
clicks, and likes.
Pin Clickable piece of content within Pinterest that brings viewers to its source location on the internet. Pins are
located within boards which are organized by topics and themes.
Unique Users The number of unduplicated people who interacted with social platforms.
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TOURIST TAX COLLECTIONS
Collier County Tax Collector
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WEB SITE ANALYTICS
Miles Partners, Inc.
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Report Summary: April 2017
•ACTIVITY:Following seasonal trends, visits fell 31% and page views fell 30% month over month. While this decrease is larger
than in April 2016, it’s on par with the decrease seen in 2013, 2014 and 2015 during this period. Year over year, traffic
remained relatively static –visits were down 2%, unique visitors were up 1% and page views were down 2%.Year to date, visits
are tracking 12% higher than last year at this time.
•ENGAGEMENT:Month over month, time on site was relatively static. The homepage bounce rate increased 15% while the
overall bounce rate fell/improved 7%. Year-over-year, time on site was again static but the homepage and overall bounce rate
both improved.
•TRAFFIC SOURCES:Organic traffic was the dominant source, driving more than 32,500 visits (47% of all site traffic) –organic
traffic was up 10% YoY. Campaign traffic was the second largest source, driving over 26,000 visits (38% of all site traffic) –
down 12% YoY. The increase in organic traffic and decrease in campaign traffic essentially cancelled each other out, leading to
static traffic YoY.
•MOBILE:In January, 62% of all site traffic came from mobile devices (mobile phones and tablets).
•SIGNALS OF INTENT TO TRAVEL:With traffic down 31% month over month, there are similar declines in total goal
completions, which are down 28%. Despite the downturn in traffic, however, eBook views managed to rise 49%. Year over
year, results were mixed, with 4 of 7 SITs seeing growth: guide orders (+24%), newsletter signups (+42%), deals page views
(+23%) and eBook views (+50%). Overall, the total number of goal completions YoY were static.
•MOST VIEWED PAGES:The top five pages were: (1) Discover Your Paradise campaign page, (2) Events grid landing page, (3)
Homepage, (4) Major Annual Events editorial page, (5) Celebrities Find Paradise article.
•TOP MARKETS:The top five state markets in terms of activity were: Florida, New York, Georgia, Illinois and New Jersey.
Georgia had the most YoY growth (+131%). The top five metro area markets were: Naples/Fort Myers, New York, Miami/Ft.
Lauderdale, Tampa/St. Pete and Orlando/Daytona. Of these, New York had the most YoY growth (+43%).
•INTERNATIONAL SITES:Traffic was up month over month but down (or static) year over year.
•UK –MoM, visits were static and engagement shifted downward, but not significantly. YoY, visits were again static but
page views were up 22% and time on site and bounce rate both improved slightly.
•GERMANY –MoM, visits rose 28% and page views rose 12%; engagement didn’t change significantly. YoY, visits fell 48%
and page views fell 20% while time on site (+79%) and bounce rate (-23%) both improved significantly.
•BRAZIL –MoM, visits rose 42% while time on site (-47%) and bounce rate (+12%) both lost traction. YoY, visits fell 93%
and page views fell 90% while time on site (+90%) and bounce rate (-17%) both improved significantly.
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Website Measurement Dashboard
April 2017
Activity Current LM %ch LY %ch YTD %ch Engagement Current LM %ch LY %ch
Visits 68,915 100,317 -31%70,072 -2%386,148 12%Avg. Time on Site 01:26 01:24 2%01:26 -1%
PageViews 143,130 205,811 -30%145,766 -2%774,181 3%Bounce Rate (Total )60.0%64.7%-7%63.1%-5%
Unique Visitors 60,658 87,457 -31%59,935 1%326,644 16%Bounce Rate (Homepage )50.2%43.5%15%62.0%-19%
Activity Visualization YTD Activity
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Visits Unique Visitors Pageviews
April 2017 68,915 60,658 143,130
April 2016 70,072 59,935 145,766
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Visits Unique Visitors Pageviews
2017 386,148 326,644 774,181
2016 346,027 281,861 751,244
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Traffic by Medium over Time
Website Measurement Dashboard
April 2017
Sources of Traffic
Source /Medium Visits Bounce Rate
google /organic 29,984 59.7%
(direct) /(none)5,391 54.7%
Facebook /Social 5,084 66.9%
visitflorida.com /display 4,558 34.4%
direct-lists /email 4,146 30.9%
Choozle /Video 2,435 81.3%
NYTimes.com /Video 1,517 89.5%
yahoo /organic 1,429 54.7%
Choozle /Display 1,190 90.8%
bing /organic 1,052 55.7%
m.facebook.com /referral 1,026 73.6%
Sojern /Display 941 79.4%
Traffic byMedium
8% 7%organic
47%campaigns
38%(none)
referral
Medium Visits Bounce Rate
organic 32,532 59.3%
campaigns 26,220 61.9%
(none)5,391 54.7%
referral 4,770 60.0%
Visits over Time
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
Dec
2010 2011 2012 2013 2014 2015 2016
2017
140000
120000
100000
80000
60000
40000
20000
0
4/1/20155/1/20156/1/20157/1/20158/1/20159/1/201510/1/201511/1/201512/1/20151/1/20162/1/20163/1/20164/1/20165/1/20166/1/20167/1/20168/1/20169/1/201610/1/201611/1/201612/1/20161/1/20172/1/20173/1/20174/1/2017Direct/None Referral Organic Campaigns
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Most-Viewed Pages
Website Measurement Dashboard
April 2017
Signals of Intent to Travel
Goal Completion Rate (Total SITs/Pageviews)
LM LY
7.15%6.88%7.09%
Instances LM %ch LY %ch
Guide Orders 472 619 -24%382 24%
Newsletter Signup 182 353 -48%128 42%
Deals Page Views 2,079 2,937 -29%1,692 23%
Hotels & Rentals Listings Views 4,087 5,790 -29%4,380 -7%
eBook Views 305 205 49%203 50%
BookDirect Widget Searches 1,985 2,503 -21%2,165 -8%
BookDirect Click-Throughs 1,129 1,743 -35%1,392 -19%
Total 10,239 14,150 -28%10,342 -1%
Pageviews Bounce Rate
/discoveryourparadise 19,715 66%
/listings/events 10,380 36%
/9,780 50%
/major_annual_events 3,642 38%
/articles/celebrities_find_their_own_paradise_in_2,895 85%
/attractions 2,714 45%
/map 2,316 83%
/guide 2,256 29%
/paradisecoastdining 1,918 53%
/listings/hotels_and_rentals 1,728 54%
/listings/events?view=results 1,648 35%
/listings/attractions_and_tours 1,597 59%
/articles/zika_virus_information 1,585 87%
Traffic by Device Category
15%mobile
desktop
47%
38%tablet
Visits Pgs./Visit Bounce Rate Time on Site
mobile 32,154 1.63 69.3%00:58
desktop 26,028 2.64 46.7%02:00
tablet 10,372 2.08 63.7%01:27
2017-04-012017-04-022017-04-032017-04-042017-04-052017-04-062017-04-072017-04-082017-04-092017-04-102017-04-112017-04-122017-04-132017-04-142017-04-152017-04-162017-04-172017-04-182017-04-192017-04-202017-04-212017-04-222017-04-232017-04-242017-04-252017-04-262017-04-272017-04-282017-04-292017-04-30Visits by Day
4000
3500
3000
2500
2000
1500
1000
500
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Website Measurement Dashboard
April 2017
Referring Domains
Visits Bounce Rate
m.facebook.com /referral 1,026 73.6%
usopenpickleballchampionship.com /referral 712 75.3%
cityofmarcoisland.com / referral 372 39.8%
naplesgov.com /referral 199 21.1%
snapsurveys.com /referral 169 82.8%
colliergov.net /referral 167 37.1%
visitflorida.com /referral 161 48.5%
floridatravellife.com /referral 146 49.3%
facebook.com /referral 142 52.1%
l.facebook.com /referral 98 78.6%
search.xfinity.com /referral 92 51.1%
floridasunmagazine.com /referral 87 32.2%
honeymoons.com /referral 78 56.4%
Visits By Geography
State Visits LM %ch LY %ch
Florida 30,512 34,721 -12%33,056 -8%
New York 4,588 8,144 -44%3,927 17%
Georgia 3,680 1,846 99%1,593 131%
Illinois 3,229 5,207 -38%1,901 70%
New Jersey 2,703 5,167 -48%1,424 90%
Massachusetts 2,288 4,302 -47%1,294 77%
Texas 1,752 1,893 -7%2,230 -21%
Pennsylvania 1,579 3,981 -60%1,221 29%
Ohio 1,451 3,881 -63%1,398 4%
Michigan 1,160 1,733 -33%969 20%
California 1,069 2,237 -52%823 30%
Visits By Geography
Metro Area Visits LM %ch LY %ch
Ft. Myers-Naples FL 12,123 18,139 -33%11,484 6%
New York NY 6,611 11,417 -42%4,619 43%
Miami-Ft. Lauderdale FL 6,488 4,283 51%7,856 -17%
Tampa-St. Petersburg (Sarasota)FL 6,370 6,573 -3%5,879 8%
Orlando-Daytona Beach-Melbourne FL 3,582 4,115 -13%4,355 -18%
Atlanta GA 3,437 1,586 117%1,226 180%
Chicago IL 3,080 5,058 -39%1,705 81%
Boston MA-Manchester NH 2,614 4,691 -44%1,344 94%
Philadelphia PA 1,482 4,569 -68%1,092 36%
Washington DC (Hagerstown MD)1,069 3,061 -65%1,643 -35%
West Palm Beach-Ft. Pierce FL 1,018 946 8%2,104 -52%
Minneapolis-St. Paul MN 983 2,557 -62%648 52%
DetroitMI 833 1,053 -21%633 32%
Visits By Geography (Visits to U.S.Site)
Country Visits LM %ch LY %ch
UnitedStates 63,584 92,149 -31%59,863 6%
Canada 1,401 3,537 -60%860 63%
United Kingdom 1,126 1,181 -5%1,390 -19%
Germany 692 580 19%1,382 -50%
Brazil 373 295 26%4,805 -92%
India 175 133 32%142 23%
Argentina 131 107 22%100 31%
Switzerland 116 90 29%116 0%
Italy 92 79 16%90 2%
Netherlands 86 83 4%76 13%
France 73 116 -37%97 -25%
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Website Measurement Dashboard
April 2017
Browsers (all devicetypes)
Visits LM %chg LY %chg
Safari 26,322 45,828 -43%24,632 7%
Chrome 23,271 29,474 -21%26,985 -14%
Safari (in-app)5,816 6,581 -12%5,054 15%
Android Webview 4,037 3,179 27%0 100%
Internet Explorer 4,027 7,382 -45%5,891 -32%
Firefox 2,992 4,139 -28%4,208 100%
Edge 1,192 1,921 -38%947 26%
Android Browser 426 516 -17%1,716 -75%
Mozilla Compatible Agent 337 463 -27%29 1062%
Amazon Silk 319 636 -50%292 9%
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Website Measurement Dashboard
April 2017
Campaigns
Name Visits LM %chg Pgs/Visit Bounce Rate Time on Site
spring-summer-fy17 12,275 0 100%1.33 78.8%00:31
spring/summer-2017 4,557 6 75850%1.9 34.3%01:18
discoveryourparadise 3,543 4,997 -29%3.29 26.2%03:10
dining-fy17 1,909 1,897 1%1.64 62.1%00:52
storytelling-fy17 1,374 744 85%1.26 81.6%00:37
meetinparadise 887 1,673 -47%2.36 51.8%02:13
brand-usa_in-market_canada_winter2017 406 69 488%1.27 78.8%00:37
winter-fy17 349 29,318 -99%1.25 85.1%00:20
spring-summer-fy17-204 0 100%1.31 70.6%00:36
discover your paradise 179 606 -70%2.38 60.9%02:34
brand-usa_in-market_brazil_2017 126 2 6200%1.22 88.9%00:49
spring-summer-fy-17-121 0 100%1.56 71.9%00:39
discover your paradise -spring 2015 66 10 560%1.41 84.9%00:31
meetings 49 7 600%1.98 69.4%00:27
CAMPAIGN
RESP
26,220
TOTAL RESPONSES
ONSE
38%
OF TOTALVISITS
39,772 29,746
LAST MONTH LAST YEAR
40%42%
OF TOTALVISITS OF TOTALVISITS
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Website Measurement Dashboard
April 2017
International Traffic over Time to U.S. SiteInternational Microsite Activity
UK LM %ch LY %ch
Visits 1,098 1,091 1%1,10
1
0%
Pageviews 2,635 3,012 -13%2,16
3
22%
Time on Site 01:41 01:54 -12%01:3
2
10%
Bounce Rate 55.7%53.6%4%56.3
%
-1%
German LM %ch LY %ch
Visits 713 556 28%1,37
8
-48%
Pageviews 1,993 1,773 12%2,47
9
-20%
Time on Site 02:21 02:36 -10%01:1
9
79%
Bounce Rate 57.9%59.5%-3%75.3
%
-23%
Brazil LM %ch LY %ch
Visits 323 228 42%4,87
0
-93%
Pageviews 627 585 7%6,14
0
-90%
Time on Site 01:25 02:41 -47%00:4
5
90%
Bounce Rate 70.0%62.3%12%84.6
%
-17%
Visitation to U.S. Site -Domestic vs.International
LM %ch LY %ch
Domestic 63,584 92,614 -31%59,863 6%
International 5,331 7,703 -31%10,209 -48%
14000
12000
10000
8000
6000
4000
2000
0
Apr-15May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17Germany Canada UK Switzerland Denmark
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Website Measurement Dashboard
Metric Defintions
Visit –This metric tracks the total number of visits to the website, both unique and repeat.
Unique Visitor –The metric counts each visitor’s first visit to the site during a specified time period.
Page View –A request to load a single page of a website.
Bounce Rate –Percentage of visitors who view only one page on the site and exit immediately without interacting with the site in any way.
Because of event tracking in Google Analytics, outbound links, video plays and other site interaction elements that would have been a
bounce before are now not counted as bounces. Paradisecoast.com has anaytics event tracking set up for outbound links. There is no
industry-wide standard for bounce rate, but the generally accepted goal is less than 50 percent for overall bounce rate. Bounce rate can be
affected by campaigns and promotions, referrals --especially from social media, and many other factors.
Signals of Intent to Travel (SITs) –A measurement that captures goal completion events that indicate a strong desire that the site visitor will
travel to the destination. The SIT conversions are unique to each website. Some examples include ordering a visitor guide, signing up for
email newsletter, visiting a deals page, clicking through to a booking vendor, visiting the detailed listing of a hotel, activity or event.
Traffic Sources:
Organic Traffic –Visitors referred by an unpaid search engine listing, i.e. a Google or Bing search.
Campaign Traffic –Traffic from campaign-related media such as banner ads and campaign landing pages; relies on proper tracking code setup to
be attributed correctly. Includes traffic from paid search.
Direct/None Traffic –Traffic that either comes from a visitor typing the web address directly into their browser, or they have
bookmarked/favorited the site and are entering by opening the bookmark on their device. It also includes untagged links within emails or
campaign traffic missing tracking parameters.
Referral Traffic –Visitors referred by links on other websites, such as city/county government sites, social networks, and more. Much of this
traffic is not easy to control, although it can be affected by social media posting.
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BRAZIL SOCIAL MEDIA MARKETING
Zebra Social Media
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REPORT
ONLINE ADVERTISING
APRIL 2017
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CONCLUSION / NEXT STEPS
The strategy we have adopted is going very well.For the likes campaign,we're still maintaining
the same CPC,which for a follower campaign is great,as CPC typically increases after a while.
For the pushes,we reach metrics well above the average of Facebook.
We got 18%CTR in one of the posts,which helps lower the campaign's CPC and keep paying less,
with the same budget.
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GENERAL INFORMATION
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GENERAL INFO
PERIOD ANALYZED
1.APR À 30.APR
INVESTED VALUE
New Followers
(R$495,65)
Engagement
(R$669,21)
TOTAL INVESTMENTS R$ 1.164,86
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FACEBOOK ADS
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FACEBOOK ADS
IMPRESSIONS
109.165
RESULTS
12.865
GENERAL INFORMATION
We continue with a very high CTR,in some publications we reach up to 18.85%,this gives us a very low CPCs bonus.
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BEST PERFORMANCE
COMMENTS
The Promoted Post was what had better CTR with 4.94%.
15.412 people were reached (via ads).
In publication: 893 total results.
We invested R$243,69.
Average CPC: R$0,27
Campaign Period
1.APR À 30.APR Ad Set: Travel
LIKES
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BEST PERFORMANCE
COMMENTS
The Promoted Post was what had better CTR with 4.39%.
6.484 people were reached (via ads).
In publication: 3.142 total results.
We invested R$65,00.
Average CPC: R$0,11
Campaign Period POST
1.APR À 30.APR
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FULFILLMENT SERVICES
Phase V
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Naples, Marco Island, Everglades CVB
Request Summary by Guide
Guide # of Requests Quantity
Area Map 0 0
Golf Guide 0 0
Rack Brochure (Portuguese) 3 3
Rack Brochure (Spanish) 16 16
Visitor's Guide (English) 642 1009
Visitor's Guide (German) 7 7
Grand Total: 668 1035
Unique requests for guides: 668
For the month of April 2017
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Live Chat by Topic
April 2017
Topic # of chats Minutes Min/Chat
Year to Date
Cumulative
Accommodations 1 4.7 0.0 15
Airport 0 0.0 0.0 1
Arts & Culture 0 0.0 0.0 3
Attractions 0 0.0 0.0 14
Beaches 0 0.0 0.0 5
Charters and Tours 0 0.0 0.0 3
Contact 0 0.0 0.0 2
CVB Department 0 0.0 0.0 6
Dining & Nightlife 0 0.0 0.0 7
Directions 0 0.0 0.0 2
Discover 0 0.0 0.0 0
Events & Festivals 2 14.3 14.3 38
Family 0 0.0 0.0 0
Golf 0 0.0 0.0 0
Island Information 0 0.0 0.0 1
Media 0 0.0 0.0 1
Misc.4 75.4 18.8 48
Outdoor Activities 0 0.0 0.0 7
Relocation 0 0.0 0.0 1
Salons & Spas 0 0.0 0.0 2
Shopping 0 0.0 0.0 0
Sports 0 0.0 0.0 2
Temperature 0 0.0 0.0 1
Transportation 0 0.0 0.0 4
Visitor's Guide 1 21.0 21.0 5
Wedding 0 0.0 0.0 4
Totals 8 115.4 14.4 172
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THANK YOU
Questions?
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DIRECTOR ACTIVITIES- Jack Wert
April-May 2017
PERIOD AT A GLANCE
Number of Advocacy Contacts 7
Number of Trade Show/Conferences 3
Number of Tourism Industry Events 9
Number of PR Interviews/Communications 2
Promotional Activities 3
Advocacy
• DMAI Advocacy Committee Meeting
• Conference calls with Visit Florida, Florida Assoc of Destination Marketing Organizations on
pending legislation to eliminate Visit Florida
• Phone calls & e-mails with Collier Lodging & Tourism Alliance on legislative issues
• Communications with Florida legislative delegation on preserving Visit Florida funding
• Meet with Commissioner Fiala on TDC agenda
• Meetings on sports complex designs
• Meetings with County Finance and Clerk on tourism payment issues
Trade Shows/Tourism Industry Conferences
• Destination Marketing Accreditation Program Board Meeting Conference Calls
• Collier County Tourism Alliance Board Meeting
• UF Tourism Education Summit – Orlando
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Tourism Industry
• Naples Depot meetings with Naples Chamber and Facilities and Budget Office on the new
Information Center at the Depot
Director Activities Cont.
• Collier Sports Council meetings
• Global Travel – Visit Florida committee on International marketing and air service
• Meeting with Community Foundation on Greenway District Project
• Presentations to North Naples Rotary Club, New Employees Orientation, ULI conference
• US Pickleball Championship and preliminary matches
• Meeting with Edgewater Hotel staff on tourism issues
• Meeting with Fakahatchee Friends group on funding requests
• Visit Florida Board Meeting- Fort Myers
• Paradise Coast Blueway Committee meeting
• Parks and Recreation meetings on booking of facilities for future events
Public Relations/Communications
• Press interviews with Naples News, Fort Myers News Press, NBC-2 and Fox 4 TV
• Collier New Hire Orientation on Tourism
Promotional Activities/Special Events
• Meeting with LPGA Championship 2017 and Chubb Classic 2018 event organizers.
• Meetings with Pickleball event organizers and FBU event organizers on plans for 2018 events
• Meeting with USGA golf event organizers
May 22, 2017
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GROUP MEETING SALES REPORT
Debi DeBenedetto – Group Sales & Marketing Manager
April 10, 2017 – May 10, 2017
PERIOD AT A GLANCE
2016 2017
Number of Meeting Planner
Contacts
49 Estimate 111 planner contacts
Lead gen leads 34 – 3 months
Number of Rfp’s leads sent
38 40 RFP’s sent in 4 weeks -
potential $ 13.2 Million 22,673
Room nights
Number of Groups booked
15 6 groups booked
Total Room Nights/Econ. Impact
for Period booked
10,672 room nights
$6.1 Million
$4,445,328.17 estimated
Economic impact
7,255 room nights booked
Number of RFP Enhancement
(RFPE) Requests
5 new requests granted funds 3
Number of RFPE’s to Contract
5 0 booked
Site Visits
5 5 site visits completed Howard,
Balogun, Coles, Romine, Tilton
Number of Shows Attended 4
2- SITE TX -Fl Caribbean
HelmsBriscoe Annual ABC
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Sales Activities this Period
• Attended HelmsBriscoe annual Partners Conference met with 40 planners one on one received
several Rfp’s from planners whom I met at the show – post show
• Attended SITE TX/Fl Caribbean Chapter Annual Tech conference with 16 one on one planner
meetings with networking of 40 planners at the events
• Proof ads, newsletters
• Meeting with North Star Media and 2 hotel partners Naples Beach Hotel and SunStream Resorts
• Prospecting phone and email and follow up on lead generation program with SDR 10 leads
prospected.
• Preparations and appointments for Smart Meetings Orlando coming up May 22
• Registered for FICP Financial Insurance Conference Planners educational summit June 2017, and
for July and September conference. So far I have not been accepted to attend. Waiting on two
and declined one. – All were declined. To get accepted in this program I will be required to
sponsor $20K for 2018 and attend 2 shows. This is under consideration for 2018 plan.
• Post card mailers sent out 74
• Declined to bid ACCESSE 2019 Annual Conference – they wanted too many concessions and
$50K of CVB support +++. I did not think we should fund that as not enough budget or staff on
CVB to meet their requirements and hotel concessions also a consideration
• Continue preparations and communication for IBTM, June 2017 - also post Fam preparations 9
planners to attend. Nice marketing on IBTM website for Fam. Worked on appointment requests
and Fam rooming list.
• Registered for FADMO in June
• Arranged a strategic marketing group sales meeting with 18 hotel/DMC and attraction partners
to brainstorm group sales strategy for 2018 – May 18, 2017 from 1-3 pm
• Meeting with Inn on Fifth
• Attend Charlotte County Tourism annual event as CVB rep
Fam Activities:
• Planning for IBTM June 2017 – still pending
• HelmsBriscoe Wellness Fam Sept 2017 – still pending – details complete
Sales Plan Goal Tracking
• Completed/ revised job description for contract labor sales for Midwest market – Rfp still not
out as I am waiting on the County purchasing office to approve final and get it to me – County is
still holding me up on this project – I sent it in again March 31 and May 10 - pending
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• Training and collaboration with Maria Power to assist CVB office with data entry, Fams and
other – She is doing great and very helpful
• Started process to update new design for top 10 reasons planners should meet in Paradise
• On track with sales & Marketing plan for groups
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TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero - Reporting Period: April 11 – May 9, 2017
PERIOD AT A GLANCE
2016 2017
Number of Travel Agent Contacts
55 180
Number of Tour Operator
Contacts
0 6
Number of FAM’s/Site Visits
1 4
Number Trade Shows Attended 0 0
Sales Mission/Trainings 0 1
EVENTS RECAP – When the busy season winds down, familiarization trips/site visits start to increase.
Overall the trend for most is to explore the west coast of Florida. Starting in Orlando, making the drive
down the west coast through Naples, Marco Island and the Everglades and over to Miami to fly back
out. This is what we promote and seeing these FAM groups following our message is a great testament
to our marketing efforts working.
Cercle des Vancances FAM – April 28 – 29, 2017
This is a French high-end tour operator interested in expanding their Florida product. The product
manager sent 5 ladies on his team to explore the west coast of Florida. They started in Orlando and
worked their way down the west, staying one night in each location ending up in Miami.
Magic Stars Vacations Visit – April 29 – 30, 2017
This is a Receptive Tour Operator located in Orlando with whom I had a meeting in a previous show and
enticed her to come explore Naples so that she can sell us to the Brazilian market. They work in
conjunction with the tour operator Azul. She was thoroughly impressed with what she saw and
experienced and will start promoting our area to the Brazilian market.
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In her words upon returning to Orlando: Hello Claudia! I would like to thank you again for all the tips
and for the Welcome Bag full of goodies! I had a great time and I am definitely coming back soon and
recommend the area to friends and clients.
TUI ERLEBEN Tour Florida 2017 – April 30, 2017
This FAM consisted of 145 of the top Florida selling travel agents for TUI Germany. This whirlwind tour
began in Orlando on April 25th and they too worked their way down the west coast of Florida ending in
Miami for the closing event on May 1. Our mission was to get all the agents on airboat tours within an
hour, 10 minutes and I’m pleased to say we succeeded. The Everglades and an airboat tour is a top
priority for the German market so this was a must for the group. The group picked up 34 SUV’s at the
Southwest Florida International (RSW) drove through Naples using a map provided by our Diamonde
team highlighting some “insider tips” and suggested stops. They did the airboat tour, picked up their box
lunch and off they went to Sawgrass for shopping. All the groups went through, 5th Avenue, the Naples
Pier and Tin City.
Copa Airlines, Santiago, Chile Training – May 4, 2017
This training is a direct result of a sales call I did last October with the Copa Airlines GM in Santiago along
with the Aviareps Chile manager (Maria Teresa Olavarrieta). I hired Maria Teresa on a one-time basis to
train Travel Agents selling Copa Vacations in Santiago. The event was a huge success as Copa is adding
more flights into Tampa and are actively pushing the west coast of Florida. We had 21 travel agents in
attendance along with press and a photographer. Maria Teresa reported that we should see bookings
starting the end of this year if not this summer for winter break in Chile. We need to keep working this
market and suggest hiring Aviareps not only in Santiago but also Argentina as it’s the same office run by
Micaela Poole who is based in Buenos Aires.
Willy Scharnow Foundation – May 3 – 6, 2017
The Willy Scharnow is the most popular foundation in Germany focusing on tourism education. Their
focus is to familiarize the agents with the destinations they visit. The group consisted of 14 travel agents
that work with all the major tour operators in Germany which enables them to book all the hotels in the
area. Anne with our Diamonde team was with us as well to escort the group and comments to her were
all positive with the highlight being the Dolphin Explorer and the group seeing 17 dolphins that day as
well as getting to spend some time shelling on Keewaydin Island.
Upcoming for the June report
• Brand USA Brazil FAM – May 10 – 12, 2017.
• #NEXT – Latin American Tour Operator show – May 16 – 19, 2017
• IPW – June 5 – 8, 2017.
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SPORTS MARKETING REPORT- Michael Obyc & Nicole King
April Activities 2017
PERIOD AT A
GLANCE
Event Name # ATTENDEES # ROOM
NIGHTS
DIRECT
VISITOR
SPENDING
Approved
Funding
Amount
Funding
Awarded
Acquisition
Cost*
Naples Spring
Shootout
2150 482 $279,300.00 $8,450 $6,891.06 $17.53
Alligator Alley
Challenge
1090 Pending $166,700.00 $3,500 Pending Pending
*Acquisition cost is used in the sports tourism industry to determine ROI for funding spent based on
sports marketing industry standards.
*US Open Pickleball Championship, Florida Fire Spring Classic, and Alligator Alley Challenge are still
compiling analytics.
Comparison Report
(April, 2016) (April, 2017) Change
Number of Events 8 4 -4
YTD Events 23 13 -10
Monthly Attendees 19,038 3,240 -15,798
YTD Attendees 33,528 35,510 1,982
Monthly Room Nights 3,637 482 -3,155
YTD Room Nights 11,835 5,759 -6,076
Monthly Est. Direct Spending $8,465,850.00 $446,000.00 -$8,019,850
YTD Est. Direct Spending $13,970,850.00 $6,202,621.00 -$7,768,229.00
Development Activities this Period
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• Attended the monthly TDC and BBC Meetings.
• Met with Procurement regarding placing turf on the fields at NCRP.
• Attended post-event Pickleball meeting with Parks and Rec.
• Attended FAM trip with potential new event.
• Organized media day for Pickleball.
• Met with Rotary Club for installation of flags for Pickleball.
• Met with Quail Creek County Club Staff in regards to upcoming event.
• Met with Barefoot Waterski organizer.
• Attended monthly meeting with Parks and Recreation.
• Attended US Open Pickleball Media Day.
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PUBLIC RELATIONS & COMMUNICATIONS REPORT
April 2017
PERIOD AT A GLANCE
Number of Media Submissions from CVB PR -
597
597 Total
• 71 – Direct submissions and responses
• 43 – Meetings NYC, Boston mission
• 383 – News release distribution
Number of Journalists Hosted in Destination - 5
April
• 4 – ScottEddy.com
• 1 – USA Today’s Hunt & Fish magazine
Number of News Releases Written and/or
Issued by CVB - 5
News Releases – 5
• Offseason Adventures for Families,
Couples/Transformed Hotels, Dining Lead
What’s New
• US Open Pickleball Media Alert – Press Conf.
• Fun for Spectators at US Open Pickleball,
Party in the Park
• US Open Pickleball Video News Release with
interviews, footage
• Golf is Great in Naples
Publicity Highlights
(not included in agency reporting)
• McCool Travel – 8 Great Places to Dine in
Naples
• News-Press Collier Tourism Columns – End to
peak season brings Appetizing Adventures;
The pickleball boost; Ed Caum joins tourism
team
• HGTV Island Life – Couple raised on Marco
Island returns to live there
Top Staff Projects – J. Modys
• Media mission New York, Boston
• Press trip itinerary ScottEddy.com team
• Respond to daily incoming media and other
requests
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• Issue news media alerts, news releases, video
footage on US Open Pickleball
• FL SEE Board meeting
• Assist Collier Emergency Management with
Golden Gate wildfire – provided sorted lists of
hotels by area to Greater Naples Fire to assist
in housing first responders
• Coordination of video shoot for How To Do
Florida episode-artificial reef
• Copy edits to 3 consumer e-newsletters and
corresponding updates to linked web content
• Ongoing addition of website articles, listings,
events.
• Assist Economic Development with dining
arrangements, chef introductions for Chef
Christian LeSquer
• Planning of social media activation for Nat’l
Travel & Tourism Week
• Direct activities of Digital team, LHG team
Adds to Website by J. Modys • Multiple events, deals added
• Direct staff to add listings, deals, events
• Extensive rewrites, updates to family, dining,
golf content
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Production/Lead Highlights
PARADISE COAST℠ FILM OFFICE- Maggie McCarty
May 2017
PERIOD AT
A GLANCE
This Year Last Year Spending
Estimate
New or
Repeat
Productions 5 2 $22,800 1 repeat
4 new
Working
Leads
4 10
Meetings
Attended
1 1
Events/
Tradeshows
1
Media
Assisted
3 1
Location
Scouts
1 1
• The Scout Guide™ – The local lifestyle guide did a photo shoot for their Volume 6 City
Guide at Naples’ Lowdermilk Park and beach
• Icon Films/UK – a British-based television production company with
series running on both the Discovery Channel and Animal Planet
filmed at the Conservancy of Southwest Florida for an new upcoming
nature series
• Gary Null Productions – Alternative health radio personality, Gary Null, filmed a video
in Collier County at his Paradise Gardens Retreat
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Future Project Highlights
The film office will be in Los Angeles to attend the Production Guild of America’s
annual Produced By event at Twentieth-Century Fox. This is a unique opportunity to
hear from/interact with production decision-makers in film and television. In
conjunction, Film Florida will also host a FL Native Producers Reception to honor and
showcase the state’s production talent
• Crawford Entertainment – The CVB hosted the “How To Do Florida” production team
which featured spearfishing in our area.
• Allegiant Travel Company – A joint effort between Allegiant Airlines and regional
tourism bureaus will bring a tv production team to Collier County to film a “My
Town” segment highlighting special local favorite places and thing-to-do for its social
media feed.
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MONTLY ACTIVITY REPORT- OMMAC LDT.
MONTH/YEAR: APRIL 2017 PREPARED BY: UK & IRELAND OFFICE
HIGHLIGHT OF THE MONTH:
Attendance three strategic trade events with leading USA tour operator and travel
agent partners
We attended three events this month in partnership with Visit Florida, training over 200
sales staff across the three events. The events were an excellent opportunity to work
strategically with leading partners to educate them on the Florida’s Paradise Coast product with
the aim of growing knowledge amongst the sales team and strengthening future sales to our
region. Full details of each event are listed below:
Travel Counsellors Florida Takeover Day, 11th April, Manchester (North West UK)
We participated in the Travel Counsellors Florida Takeover day at their head office in
Manchester. Travel Counsellors is a unique network of over 1,500 home-working travel
professionals, based nationally throughout the country. The Florida themed event was a full day
of various training activities involving one on one training with over 40 Travel Counsellors in
attendance, as well as a television broadcast to the Travel Counsellors not able to attend in
person.
Starting with the opportunity to conduct one on one training with all 40 agents that were
present. This was an opportunity to create personal relationships and learn from the agents on
how they would sell the destination and who they think is their ideal market, as well providing
the travel counsellors with more knowledge and updated information.
There was also the chance to record an audio to be played over a visual presentation.
Prior to the event a presentation focusing on key selling points and latest 2017 information was
created by the OMMAC team. The presentation will be archived in the Travel Counsellors’ online
library for those seeking extended training.
The final part of the day involved filming a Florida themed TV program for TCTV (Travel
Counsellors TV) - an online channel for all Travel Counsellors. TCTV is a popular form of
communication with all Travel Counsellors across the country. This was a great opportunity to
create a brand presence for Florida’s Paradise coast on one of travel counsellor’s strongest
platforms of communication.
Overall the event was very successful, with a very engaged audience. By participating in all
promotional activities throughout the day we successfully communicated Florida’s Paradise
Coast key selling messages to a large number of Travel Counsellors.
Below: Zeeshan Rashid, OMMAC – presenting to the Travel Counsellors agents
Virgin Holidays Retail Training Day, 25th April, Gatwick (South UK)
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We attended a training day at Virgin Holidays’ headquarters. The training day had an
attendance of 60 retail agents and store managers from Virgin stores around the
UK. The day was very successful; agents showed interest for the region and many
agents/managers also showed previous knowledge for particularly Naples and Marco Island.
Agents also provided feedback that they are seeing strong interest in Florida’s Paradise Coast as
it fits in well with Virgins’ target consumer and the Virgin brand.
BA Holidays Retail Training Day, 26th April, Newcastle (North East UK)
We participated in a training day with BA Holidays staff at their Newcastle call center. Florida’s
Paradise Coast was British Airways’ best-selling beach destination last year, therefore it was
central within our activity this year to include additional training and ensure the brand
awareness amongst staff is strong. This event also provided the opportunity to inspire and
motivate BA Holidays staff to continue the success from last year and keep growing sales.
OMMAC trained over 100 agents from various departments of the company. Apart from
agents specialising in the Americas, we also trained the customer service department. This will
help sell Florida’s Paradise Coast as an alternative option for customers looking to change their
destination bookings.
MARKET UPDATE:
New flights launch from Ireland in to the USA
Norwegian Air - from Saturday 1st July Cork Airport will make history by launching its first
direct transatlantic flight. Norwegian Air will operate three times weekly (Tuesday, Thursday
and Saturday) from Cork flying in to Boston/Providence. The news has seen positive feedback
as consumers have started to book seats. Connection available via RSW.
WOW Air – Iceland Air (low cost division) has also announced passengers will be able to fly
from May 2017 to 10 cities across the USA and Canada via Reykjavik from Cork Airport.
Connection available via RSW.
Aer Lingus - from 1st September 2017 Aer Lingus will fly to Miami via Dublin. This will have a
direct impact on Florida’s Paradise Coast as it will provide a new gateway from Ireland to our
region with direct visitation and twin center options for Naples, Marco Island and Everglades.
American Airlines to offer new Heathrow routes
American Airlines will be offering more slots from Heathrow after being revealed as the mystery
buyer for take-off and landing slots. American Airlines was confirmed as the buyer of two pairs
of slots at Heathrow from Scandinavian Airlines at the start of 2018, for an estimated amount of
$75 million. American Airlines are still in deliberation whether they will be sharing these slots
with British Airways, whom they have a joint venture on transatlantic services.
Emirates cuts US flights after Trump policies 'directly impacted demand'
The recent actions taken by the US government relating to the issuance of entry visas,
heightened security vetting and restriction on electronic devices on aircrafts from some Middle
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Eastern countries ‘have had a direct impact on consumer interest and demand for air travel to
the US with Emirates’.
The result is that Emirates will be cutting flights on five US routes, direct flights to Fort
Lauderdale and Orlando will drop to five per week in May, whilst Seattle and Boston flights will
be reduced to twice daily in June and twice daily Los Angeles flights will reduce to once a day.
Thomson and First Choice 2018 programmes
The Tui owned operators will launch self-drive itineraries in the US next summer. This will
include road trips from Florida to destinations including the Deep South and giving the
opportunity to take in New Orleans and Nashville. Specifically for the Florida market there will
include further fly-drive itineraries based around Miami, Fort Lauderdale, Clearwater Beach and
St Pete Beach – providing additional opportunities for Florida’s Paradise Coast.
UPCOMING
EVENTS
DATE SPECIAL EVENT LOCATION
10 May Thomas Cook Florida Buzz Training Day Peterborough
10 May Visit Florida Thomas Cook Networking Dinner Peterborough
12 May UK Advisory Luncheon for Tour Operators, Airline and
trade media partners with Visit Florida
London
3-8th June IPW – International Trade Show Washington DC
22nd-25th June Pre- IAGTO FAM Trip Florida’s Paradise
Coast
25th – 29th June IAGTO Miami
MARKETING/SALES/PROJECTS & ACTIVITIES:
Upcoming Events
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Ongoing planning and monitoring for effective and productive activation within the activity and
events we are participating with to ensuring maximum ROI for the destination.
Thomas Cook Co-op Campaign
We are currently managing Florida’s Paradise Coast’s participation with Thomas Cook co-op
campaign – themed: ‘There’s more to Florida than you think’. We are ensuring all copy has
approval. One segment is a range of banners to be hosted on thomascook.com and their 3rd
party sites. Additionally we are working on the printed brochure page and e-brochure that will
target their customer database and link to our Industry Partners tactical offers.
Below: Thomas Cook co-op banners
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BA & BA Holidays Co-op Florida Campaign – April-May’17
We are working closely with British Airways to maximize Florida’s Paradise Coast’s participation
with the BA co-op Florida campaign, and ensure highly targeted messaging for our destination.
The campaign consists of two commissioned native articles on AOL and Huffington Post.
We have written up a selection of highlight points and copy plus sent an initial brief and are
currently checking and approving the copy, images. We are working closely with the CVB & PR
office to approve all copy, Images and Logo while safeguarding the tight timelines. The planned
articles are ‘Live Like a Local In…Naples, Marco Island & Everglades’ and ‘Alternative Ways To
Explore Florida’s Paradise Coast Spectacular Everglades’.
Again with a call to action via BA Holidays and special offers from our Industry Partners.
Virgin Holidays Co-op Florida Campaign – April-May’17
After approval of this campaign – we are managing the activation to ensure Florida’s Paradise
Coast participation. We further negotiated with Virgin Holidays to feature Naples, Marco Island
& the Everglades prominently within the overall campaign and have the call-to action for our
Industry Partners special offers. We are sending refreshed assets for the project and are
working closely with the Virgin Holidays team regarding the creative for the Print, Digital and
OOH content – including all approval.
IAGTO – NAC pre-fam – 22-25 June 17 – Florida’s Paradise Coast
We continue to manage and execute this excellent opportunity – working closely with IAGTO
regarding the invitations and details of the outline itinerary which are live on their website.
Currently finalizing attendees where the host partners review the tour operator requests in order
to select targeted operators able to produce increased business for our destination. The fam
opportunity to NAC delegates attending the annual North America Convention in Miami in June
with provide the destination with a legacy event following our successful hosting the NAC for the
first time in 2013. We are working with the CVB & reaching out to our industry partners for
support and participation – IAGTO members are first consideration. Anticipated numbers to attend
between 10- 15 leading decision makers from global golf tour operations, including hosts.
Visit USA Association
We are updating all our contact details on the Visit USA Association portals for the UK, Ireland
and France associations to ensure that all brochure requests and requests for information are
directed to the correct contacts and handled in an efficient manner. We also uploaded an image
for the updated UK site. The image will be part of the rotation of images under the ‘be inspired’
tab – giving Florida’s Paradise Coast extra brand exposure.
Image for Visit USA ‘be inspired’
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US Air tours co-op campaign, 11- 13th March 2016
As part of our US Airtours co-op campaign, we were included in several eblasts to promote
Florida’s Paradise Coast to Travel Planners subscribers , featuring deals from our industry
Partners . The eblast brought extra brand exposure to hotels in the destination; see examples
of those featured - Naples Beach Hotel & Golf Club and Naples Grande Beach Resort.
Naples Grande Beach Resort eblast
Naples Beach Hotel & Golf Club
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PUBLIC RELATIONS
Publication/
Circulation
Date of
travel
Angle/
Theme
Industry partners Status
update/
publish
date
PR Value
Kate Freud,
Little London
Magazine
TBC Focusing on
Florida’s
Paradise Coast
as a perfect
destination for
young families,
with a highlight
on Naples
Was looking for hotel
accommodation in
Naples
Postponed
Kate will no
longer be
able to go
this year due
to conflict in
dates
however,
working on
future dates.
$2589.69
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A league of their
own: US Road
Trips (BAFTA
award winning).
James Cordon’s
TV show on Sky
1
Viewership
ratings: 1.39
million
B-roll
footage
sent of the
Everglades
Florida themes
episode,
featuring
Everglades
No industry partners
were involved on this
occasion – simply the
provision of b-roll
footage
Pending
Air dates not
officially
released –
said to air
around
August 2017
$1,489
Sunday Times
(National
online/offline
newspaper)
Circulation:
789,145
Discussed
with
journalist
potential
dining
options
Never heard of
classical US
road trips?
Something
different to
Route 66.
Rod and Gun Club
Completed
Article
released
17th March
2017
$28,074
Selling Travel
(Trade
publication)
Circulation:
14,925
Press
release
sent to
journalist
What new in
2017.
1. Everglades
2. Quinn’s on the
Beach Marco
Island
Completed
Naples
received
1/5th in
March issue
$918
Independent
(National
online/offline
newspaper)
Circulation:
75,127,812
Simon
visited our
region on
22nd –
23rd
October
Film series on
the less
familiar
destinations in
Florida
1. Lemon Tree Inn
2. The Dock at
Crayton Cove
3. Joanie’s Blue Crab
Café
4. 5th Avenue
Completed
Naples had 1
page and
video online.
Present by
respected
journalist
Simon Calder
$71,0000
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Florida Friday
We continue to write and submit suggestions for Visit Florida's Florida Friday with Travel Mole.
This month Paradise Coast was mentioned for the ‘Take a tour in the sunshine state’ edition.
Florida Friday – Take a Tour in the Sunshine State
SOCIAL MEDIA ACTIVITIES
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Activity Status/Result
We continue to keep a presence on
@ParadiseCoastUK. The twitter and facebook
accounts stay relevant by posting and
retweeting trending subjects as well as
continuing with inspiration travel posts.
This month the US open championship was
held at Florida’s Paradise
Coast,@ParadiseCoastUK retweeted the
event.
@ParadiseCoastUK has always shown to be
popular when taking part in relevant trends
and posting inspirational posts.
@ParadiseCoastUK continues to grow
followers and get support through retweets
and likes.
A selection of Facebook and Twitter updates this month
@ParadiseCoastUK twitter retweet of US Open
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@ParadiseCoastUK Facebook #TravelTuesday
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DIAMONDE MONTHLY ACTIVITY REPORT
APRIL 2017
EUROPEAN SALES & MARKETING
TOUR OPERATOR ACCOUNTS
Key Accounts
Tour Operator Achievement Cost
DERTOUR Secured and scheduled a destination training
for the service team on June 27th, 2017.
FTI We have successfully achieved a training to
their service team and product manager. All
in all, we trained 6 people, of whom 5 have
been to NAP personally. The feedback was
excellent and many questions were asked,
the training was very much appreciated.
During a meeting after the training we also
discussed the possibility of the Dolphin Explorer
to be included in their brochure 2018. Sent
contacts and await feedback from Nadine
Mirbach the FL product manager.
TUI In preparation for the TUI live event starting at
the end of April. The agents could qualify with
a Florida e-learning which was part of our
marketing campaign with TUI. The e-learning
was running between Nov 16 – Jan 17 and
reached 30.000 travel agents. 2.259 travel
agents successfully passed the e-learning and
120 are now part of the TUI live event and will
be visiting NAP for an airboat ride on the 30.
April 2017.
12.500 EUR
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CANUSA We accomplished our joined campaign:
campaign period was January – February
2017. The target of creating awareness for
NAP within the mindset of new travelers within
the database and out of the database of
CANUSA was a great success. The placed ads
lead the interested customers to the NAP
content on Canusa.de and engaged them
accordingly. CANUSA reported 87% visitors to
their site with a duration of 2:29 min which is a
high average duration session. As a result,
CANUSA can report 195 booking requests,
which increased the inquiries for NAP 4,5% and
increased the bookings by 3%. Please find the
detailed report attached.
3.500 EUR
Swiss Accounts
Tour Operator Achievement Cost
Knecht Reisen We accomplished a NAP training at their head
office in Switzerland. A total of 6 agents
including the product manager were trained.
3 of them have been to NAP personally. All in
all, the training was very much appreciated
and they took many notes and asked
questions.
Hotelplan We secured and held a NAP training to the
Zurich team, a total of 10 agents from the
service team including the product manager.
They took many notes and had a lot of
questions.
During a meeting, we also discussed the
possibility of Everglades Area Tours to be
included to their program. Sent all info’s and
await feedback from Fabio Di Canio the FL
product manager.
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Kuoni We held a meeting with Melanie at the head
office in Frankfurt. Melanie is supporting
Nadine as a Product Coordinator. All in all,
Kuoni is satisfied with the first year under the
new “umbrella”, even though they could not
report increasing numbers yet and are still in
“recovery time”. So far, they cannot feel any
negative trends due to the new political
situation in the USA, however do report a loss
in market share towards Canada. The team is
confident that if nothing happens, figures will
remain stable for the next season.
The next brochure will be produced in fall, with
validity April 2018 – March 2019. This will be the
first “new” Kuoni brochure with a portfolio
selected by Kuoni (current brochure is a copy
of Dertour). Size will remain the same, selection
of portfolio will be a to later date. Will discuss
this with Nadine at IPW.
Secondary Accounts
Tour Operator Achievement Cost
FAIRFLIGHT We secured a NAP training to the Leipzig
team, a total of 5 reservation agents and 3
product team members. They took many
notes and the managing director also told
the agents the advantages of the region that
he had experienced personally. We then
took the time to have a coffee with one of
the product managers and networked
accordingly.
Boomerang We trained one agent of the Boomerang
regional sales office in Leipzig. She was very
interested as she has never been to NAP or
Florida before.
Usa-reisen.de Realized parts of our campaign and send out
a NAP newsletter to over 60.000 consumers
2.999 USD
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on April 13, 2017 linking to several dedicated
landing pages that were set up for the
campaign and included even more
information of the region. Facebook posts as
well as a second sales newsletter will follow in
May.
Tour Consult Finalized our campaign with Tour Consult. The
2nd of 2 newsletters was send out to 6.500
customers after the Easter holidays and the
NAP destination video was embedded on
the NAP lading page on the website of Tour
Consult. In addition, we could secure an
extra NAP Facebook post.
1.500 USD
America Unlimited Finalized campaign in April: the produced
NAP video was promoted with Beside Video
Ads on YouTube and embedded on their
Facebook fan page to generate additional
NAP exposure.
10.000 USD
TRAVEL AGENTS
Sales calls: Total of 12 personal visits to travel agents in Leipzig.
Booking Assistance: Assisted 3 agencies Reiseagentur Dick, Reisebüro Lückertz
Lufthansa City Center and Sab Tours with information about tours in the
Everglades and highlights in Naples.
Support: 1 agency EXPERT Travel & Tours Team with brochures and tips for NAP.
EVENTS
DiaMonde Roadshow
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o Dates: 24.4.2017 – Frankfurt, Restaurant VaiVai
25.4.2017 – Hamburg, Restaurant Witwenball
26.4.2017 – Cologne, Restaurant Bayleaf
27.4.2017 – Munich, Restaraurant Ferdings
o Profile /Number of attendees: The attendees were selected travel
agencies, luxury tour operators and destination specialists – they all
have in common the potential to sell our products, be it luxury,
mainstream or specialists orientated. We have also built incremental
social media attention prior and during to the tour (reaching a total of
600 agents in our group), to give the audience something to speak
about for the rest of the year. All attendees have been sent a
personalized follow up note and this roadshow will be written about in
our upcoming May Storyletter, due to be sent to nearly 10,000 in CW 18.
Number of attendees in Frankfurt 49, Hamburg 39, Cologne 40, Munich
51.
o Feedback: This roadshow was put together with the aim to come up
with a new, different and significant event-platform during which all of
our partners can partake in and equally benefit from. We put together
a tour through the most important German cities where the entire
DiaMonde team has presented our portfolio – and thus your personal
account manager was telling YOUR story – in a new and exciting format:
a “vernissage” which portrayed emotional experiences of each and
every DiaMonde partner through large format canvas prints, which we
prepared (total of 60 images exposed) and hung in every location to
replicate an image gallery. The locations chosen were all high-end
venues or restaurants, in which cocktails and a very upmarket flying 3-
course dinner were offered to our guests. The feedback of our
attendees was overwhelming, clearly the fomat was totally new to them
and brought a very special angle to each and every evening: the
DiaMonde team used the opportunity to storytell about their personal
experiences with “their” designated clients and agents were wandering
through the locations from canvas to canvas to listed to the stories and
meet each team member personally. Never has a representation team
travelled together and presented both, our clients as well as the team
aspect and we have thus received many accolades for this new
approach, which allowed a more personal exchange of thoughts, ideas
and comments.
LCC (Lufthansa City Center) „luxury café”
o Dates: 28.03.2017 at the Sofitel Hotel in Frankfurt
o City: Frankfurt
o Profile /Number of attendees: The 19 attendees were all from high and
very high potential agencies and were experienced sellers. This seminar
was organized specifically to uplift the level of knowledge and give
agents more security in selling to upmarket clientele.
o Feedback: It was an educational event on the subject “how to sell
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luxury” for a group of selected agents. It is one segment of the LCC
Luxury Academy which offers access to seminars/workshops on luxury
travel to the 450 LCC franchise coop agencies. DiaMonde was
allocated 30 minutes’ presentation time (as one of the very few sponsor
to be allowed on stage for auditorium presentations) as well as
roundtable workshops with all agents, who rotated from table to table
with 15 minutes’ interaction time. This is the second event in this series of
“luxury days” of which the first one was held in October. Due to lower
attendance in October, LCC organized this second event. The quality
of agents was again exceptional measured by their interest learn more
and establish relationships with us and understand our role and the USPs
of our properties.
Registrations / Preparations
o Preparation for Willy-Scharnow FAM (May 2017)
o Input Air Berlin spring campaign (May 2017)
MARKETING
Type of Activity Details Cost
NAP B2B newsletter Prepared and sent out dedicated NAP
newsletter featuring “news of Marco Island”
to 2.787 agents in DACH on April 25, 2017. The
opening rate 1 week after it was sent out was
22 %, which is 0,9% lower than last time. 594
opened the newsletter which is 30 more than
the last time and in total it was opened 1068
times. The B2B newsletter was very successful.
Please find screenshot of newsletter
attached.
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NAP B2C newsletter Prepared and sent out dedicated NAP
newsletter featuring “news of Marco Island”
to 637 consumers in DACH on April 25, 2017.
The opening rate 1 weeks after it was sent out
was 31% which is again very high compared
to the industries average of 17 %. 195 opened
the newsletter and in total it was opened 327
times. All in all, this B2C newsletter was very
successful. Please find screenshot of
newsletter attached.
Air Berlin Germany Received results from the joint fall campaign
which according to Air Berlin was very
successful as usual. The online part created
approx. 4,1 Mio page impressions. The digital
OHH media part was not measurable, but
overall the campaign achieved a plus of
30% in the bookings to RSW for the respective
months. Please find a detailed comparison of
results for all campaigns in the attached
excel sheet. Unfortunately, the numbers for
the landing page couldn’t be determined
according to Air Berlin, as there was a system
failure.
25.000 USD
Air Berlin Benelux
The sales event took place on April 18, 2017
and was completely FOC for us. We
achieved that NAP was mentioned during
the presentation of Air Berlin and was also
included with the NAP logo in the promo of
the event (newsletter, social media posts)
which gave us an immense exposure, our VG
were included in the bags which were
handed out to the 120 agents, the winner of
our hotel and activity certificate, where we
teamed up with the Frt. Myers CVB in order to
have a great price, was very appreciative
and got in contact with us already.
FOC
Infox Mailing Sent out a NAP dedicated B2B mailing
featuring destination info’s and Facebook
group link and description to 25.000 travel
2.945 EUR
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agents through Infox on April 25, 2017. This
was the last of 3 newsletters, and all in all we
could gain over 80 new members to the
group. The interaction is increasing more and
more in the group. We are noting 198
members in our Facebook group at the end
of April.
Expedia We held a conference call with Expedia on
April 5th, 2017. Discussing the report of the
finished campaign and discussed future
campaigns. The feedback to the general
booking situation for the USA on Expedia was
great, they do not feel any changes due to
exchange rate or political situation. Future
new campaigns could focus on sales and
awareness for the region. Expedia suggested
a target media campaign in order to get
even more market share of Florida, as
currently only St. Pete is working with Expedia,
non-of the other CVBs is. The essence of a
target media campaign is to target potential
customers and lead them to the NAP landing
page and with retarget audience extension
follow the potential customers and get them
back to the NAP landing page. We will
further discuss a campaign for the F/Y 17/18.
The results of the online campaign with
Expedia were great. The campaign was live
4 weeks in January. We could achieve
245.477 impressions on Expedia.de and 520
click which is an average click though rate of
0,21%. The campaign achieved a plus of
110% booking numbers, 286 room nights in
total. Please find the detailed report
attached. The social media report is still to
follow.
15.000 EUR
Facebook group We did a raffle with one of our branded
bluetooth speaker at our group in order to
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bond the members and increase
interactions.
Facebook # posts: 14 #fans: 8603
#most successful post: 08.04.17 Alligator,
reached 3423 clients, 77 reactions and 41
likes. Please find screenshot attached.
MEDIA / PR
Inclusion in travel magazines
o Golf Woman
Mr. Stegmaier, the editor of Golf Woman visited Naples in
January and will publish a 2-page article in the May edition of the
magazine. In addition to that we could accomplish an extra
exposure in their April magazine. NAP is featured as number one
trend in the magazine. Please find clipping attached.
o Travel News
We could secure that NAP is featured in their Florida special in
April. They have NAP in an own article and feature Naples as
coast city, the Everglades and the artificial coral reef. Please find
screenshots attached.
PROJECTS
Visit Florida Conference Call – Florida Academy E-Learning with Touristik Aktuell
o The e-learning which we are having with Touristik Aktuell is running one
year now and during the meeting with Visit Florida, Sarasota, SeaWorld,
the Keys we discussed how it can be continued effectively with a new
and advanced structure and minimal additional costs. All partner
agreed that if the e-learning will be extended, there should be one
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comprehensive Florida e-learning for the agents to participate in. The
possibilities for the partners will be determined by Visit Florida and
discussed with Touristik Aktuell accordingly.
Benelux Tour Operator Potential Check and Screening
o We have comprehensively researched and analyzed long-haul and
USA specialists in the Netherlands and Belgium and did a NAP potential
check on 8 specialists and a screening on 5 additional TOs accordingly.
We have made first contacts with prospective accounts, evaluated
them and will be monitoring the accounts identified as relevant and will
secure (additional) NAP exposure, both online and offline.
Please find details of this TO screening attached.
Other
We have successfully supported Mrs. Geschwind from British Airways with
highlights of the region and offered our assistance with any tours she might want
to do while she is staying in Naples for 2 weeks at a vacation home.
CONSUMER
Brochure fulfillment: 24 in total
We supported 2 consumers one via phone and one via mail with their travel
planning.
HIGHLIGHTS IN MAY
TUI live event NAP, April 30
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Willy-Scharnow FAM, May 3-6
TA Sales Calls Vienna, May 8-12
TA Sales Calls Dormagen/Wuppertal, May
MARKET NEWS
Economic Overview Germany
Germany Economy Outlook
The German economy increased slightly in the beginning of 2017. Especially the
production of the production industry increased strongly at the beginning of the
year. The manufacturing sectors and the construction industry were supported
by special developments. The significant higher level of employment supports
the private consumption. The price development noticeable accelerated.
(Source: BMWI)
Tourism Market Overview Germany
Managerial changes at German market leaders
TUI, Thomas Cook, DER Touristik and Air Berlin have all announced changes in top
management positions in recent weeks.
TUI Germany’s Chief Commercial Officer and management board member Ralf
Horter is retiring on April 1 after 27 years with the company. The 57-year-old, who
has been head of sales since 2013, has held various senior positions at TUI, including
managing hotel procurement, and running budget brand 1-2-Fly and specialist
Berge & Meer. His responsibilities will be taken over by Chief Operating Officer
(COO) Marek Andryszak who replaced Oliver Dörschuck as head of the tour
operating business at the start of this year.
Separately, TUI Germany’s former head of strategy and marketing chief Stefanie
Schulze zur Wiesch has taken responsibility for TUI’s holiday homes activities with
the task of developing the new TUI Villas programme and has also become CEO
of Atraveo, a holiday homes portal.
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In other moves, Dirk Föste has taken up the post of Chief Digital Officer New
Markets charged with developing the group’s global online sales and marketing
platform, which has so far launched in Spain and Portugal, and is expected to be
launched in Asian markets. Matthias Gehring has taken over his position as Chief
Digital Officer at TUI Germany while Nicole Sohnrey has replaced Gehring as head
of TUI’s modular holidays programme.
At Thomas Cook, Ingo Burmeister will officially take up the position of CEO Hotels
& Resorts in May. The former head of TUI’s Robinson clubs will be responsible for
developing Cook’s own-brand hotel activities. The group currently has some 200
concept hotels which trade under brands such as Sentido, Smartline, Sunwing and
Casa Cook.
DER Touristik has appointed Rüdiger Kölsch as head of a new quality management
unit, covering the activities of all six tour operator brands. He already managed
these activities for the Cologne-based brands since 2011 and also took over
responsibility for the Frankfurt-based brands last August.
Air Be rlin has made a series of managerial changes following the arrival of Thomas
Winkelmann as CEO. The airline has appointed Götz Ahmelmann as Chief
Commercial Officer (CCO) in place of Julio Rodriguez, who has moved to Niki.
Ahmelmann already held this position in 2014-15 before moving to Etihad Airways.
In addition, Elisabeth Jesse, Easyjet’s Head of Sales Central Europe, has been
headhunted to take up the post of Vice President Customer Experience from July,
while former Ryanair Germany corporate sales manager Tim Howe Schröder has
been appointed to a similar position at Air Berlin.
Winkelmann has also appointed Heinz-Joachim Schöttes as head of Corporate
Affairs from April. Schöttes was the communications chief at Eurowings for many
years, including during Winkelmann’s time as CEO of the Lufthansa budget
subsidiary. Air Berlin’s new head of communications is Ralf Kunkel, formerly
spokesman for the Berlin Airports Authority.
(Source: Fvw March 30, 2017)
Thomas Cook
Double-digit bookings growth for summer 2017
Thomas Cook Group now has a 10% rise in bookings for this summer thanks to a
boom in Greece sales and is seeing signs of an upturn in demand for Turkey and
Egypt.
Europe’s second-largest tourism group this week confirmed the main sales trends
for summer 2017 and its profit outlook for this year. The UK-based group has a 10%
increase in bookings for this summer, driven by strong demand for Greece and
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smaller destinations, including Cyprus, Bulgaria, Croatia and Portugal. The group
has so far sold 42% of its summer 2017 programme capacity, which is 1% more than
at the same time last year.
CEO Peter Fankhauser commented: "Customers' appetite to go abroad on
holiday this summer is good across all our markets despite continued political and
economic uncertainty. Our decision to expand our holiday offering to Greece has
helped support customer demand, with bookings to Greece up by around 40%
versus last year, while smaller destinations like Cyprus, Bulgaria and Croatia are
also proving popular.”
He emphasised: “After a slow start to the season and a tough year in 2016, we're
seeing early signs that customers are beginning to go back to Turkey and Egypt.
Following strong growth last year, bookings to the Spanish Islands have levelled off
in a very competitive market. Competition is particularly intense in the airline
sector, putting downward pressure on pricing.”
Among source markets, bookings in Continental Europe are “significantly higher”,
with double digit growth in most markets, although margins are slightly below last
year's levels. Cook did not disclose sales figures for Germany, its largest market in
the region, but Germany chief Stefanie Berk told fvw at ITB that the tour operator
has “a high single-digit” sales increase for this summer.
Condor, which flew into the red last year, has refocused its programme on
selected routes resulting in a double-digit percentage increase in bookings,
despite continuing overcapacity to certain destinations. However, pricing across
both short and long-haul destinations remains weak, as anticipated, with average
selling prices down 6%. “Our plan to increase Condor's profitability in the second
half of the year remains on track,” the group stated.
In the UK, Thomas Cook is focusing on selling higher margin, quality holidays rather
than pursuing volume growth amid a more competitive market to the Spanish
Islands. As a result, charter risk pricing is up 9%, while bookings are slightly behind
last year. For the UK as a whole, including seat-only and non-risk package holidays,
bookings are flat overall and average selling prices are up 3%.
Elsewhere, Northern Europe continues to trade very well, with bookings up by 11%
and average prices up 2%, boosted by strong demand for own-brand hotels and
differentiated holiday offering.
For winter 2016/17, Cook has a 1% rise in bookings, with average selling prices
down 1%. Sales have been driven by a 6% rise in the UK which has offset a 2% fall
in Continental Europe and a slight decline in Northern Europe.
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Looking ahead, Thomas Cook added: “Based on our current trading
performance, and supported by further financial benefits from implementing our
strategy, we continue to expect our full year underlying operating result to be in
line with current market expectations.” Half-year results (October 2016 – March
2017) will be released on 18 May 2017.
(Source: Fvw March 30, 2017)
DER Touristik Group
Reorganisation of all businesses into one group
All DER Touristik businesses will be combined into a single international group in
future, with the two separate German subsidiaries integrated into one company,
to streamline activities and speed up decisions.
Europe’s third-largest tourism group has expanded rapidly in recent years, notably
with the acquisition of Kuoni’s European tour operators in 2015, leaving it with a
complex organisation of 131 different companies in 14 source markets and 56
destinations. In 2016, DER Touristik’s revenues increased by 16.5% to €6.3 billion,
mostly due to full-year consolidation of the former Kuoni subsidiaries.
Group CEO Sören Hartmann is now taking the next step in the group’s
internationalisation by creating a better structured organisation covering its
different regions while also streamlining the complex organisation in Germany. In
particular, various subsidiaries directly owned by parent group Rewe will be
transferred to the new tourism holding company.
“We’ve become a leading European travel company through many acquisitions
and new businesses. As part of the Rewe Group we’re now focusing on clear
structures, close cooperation and rapid decisions,” Hartmann stated. “We’re
creating the right structure for our seven million customers, staff and business
partners.”
In future, the new DER Touristik Group will comprise four divisions: Central Europe,
Eastern Europe, Northern Europe along with Destination Management Companies
& Hotels. The largest division is Central Europe (Germany, Austria, Switzerland),
headed by CEO René Herzog.
In Germany, the group’s largest market, the former subsidiaries in Frankfurt and
Cologne will be merged into a new company DER Touristik Deutschland, with six
tour operator brands ITS, Jahn Reisen, Travelix, Dertour, Meier’s Weltreisen and
ADAC Reisen along with travel agency activities and other businesses. However,
the locations in Cologne, Frankfurt, Zürich, Vienna and Salzburg, with their brands
and teams of experts, will remain in place.
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Herzog said: “Our former business structures no longer match how we’ve been
working together for a long time. It’s high time to work with united forces and
position ourselves in the market.”
DER Touristik’s other main tour operators in Central Europe are Kuoni and Helvetic
Tours in Switzerland, and ITS Billa in Austria. In Northern Europe, the main businesses
are Kuoni in the UK and Apollo in Scandinavia, which includes airline subsidiary
Novair. In Eastern Europe, the group has a majority stake in Exim Holding (Exim
Tours, Kartago Tours).
In addition, the group has about 2,400 travel agencies in Europe, including 2,100
in Germany where it is the market leader. Moreover, it has 78 hotels operating
under the brands Club Calimera, PrimaSol, lti hotels, Cooee and Playitas (the
sports resort on Fuerteventura).
The new DER Touristik Group structure is due to be implemented by next April. In
parallel, Hartmann will officially join the Rewe Group board this summer as board
member in charge of tourism.
(Source: Fvw March 30, 2017)
Holidaycheck
New online number one targets rapid growth
HolidayCheck is aiming for rapid growth this year after overtaking Unister to
become Germany’s largest travel portal despite low growth last year.
The customer reviews and booking platform claimed it had “expanded its share
of the online package holiday market in Germany to take the number one
position” in 2016. This was largely due to a dramatic revenue decline at former
market leader Unister which declared insolvency during the year.
The HolidayCheck Group itself, comprising portals in Germany, the Netherlands
and Switzerland, increased its revenue by 3.5% to €107.1 million in 2016, which was
an underlying rise of 2.8% to €107.3 million. Revenues in the three markets were not
detailed but the group said revenue at Dutch subsidiaries Tomorrow Travel B.V.
and WebAssets B.V. remained below the level of the previous year, mainly due to
the sale in 2015 of the travel agency operations of Tjingo and Zoover and the
almost complete discontinuation of WeerOnline’s B2B activities. By contrast, the
Swiss subsidiary reported a modest increase in revenue in the financial year 2016.
The operating loss (EBIT) was reduced from €14.5 million in 2015 to €3 million last
year while EBITDA improved by 75% to €2.8 million. This low growth and improved
results represented “a successful year” in a difficult trading environment with both
revenue and operating EBITDA on target, the group said.
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This year the group under CEO Georg Hesse, a former Amazon manager, is aiming
for high single-digit revenue growth and a slight improvement in financial results.
It plans to make targeted investments in “the further development of our existing
products and services in the core fields of package holidays and ‘hotel only’
bookings as well as new products and services in adjoining areas” as part of its
goal of become “the first choice for holidaymakers in the German-speaking area
(Germany, Austria and part of Switzerland) and Benelux countries”.
(Source: Fvw March 28, 2017)
Booking
DER Touristik is working with booking.com and has the portfolio available for their
travel agencies. They had a good turnover in the 3 month they tested it and they
haven’t had any marketing costs.
(Source: gloobi.de April 10, 2017)
German Market trends
Low underlying growth for travel agents in March
German travel agents achieved only low underlying growth last month despite a
12% headline rise in sales, the latest GfK monthly analysis showed.
The 12% rise in sales appears to represent strong growth. It is also in line with the
12.8% increase in sales recorded by the earlier TATS monthly sales survey.
But taking the 11% slump in sales in March 2016 into account, this represents a
recovery on last year and means sales are just 1% higher than the same time two
years ago, GfK’s representative sales analysis covering 1,500 German travel
agencies showed.
Moreover, the Easter holiday, when people traditionally book travel less than at
other times, was in March last year. With the holiday in April this year, this effect is
likely to depress bookings this month.
Sales of summer 2017 holidays were 8% higher in March, which slightly outweighed
the 7% drop in the same month last year. As a result, the overall cumulated growth
for the summer 2017 season is now 4.9% ahead of last year compared to 4.5% at
the end of February. About 64% of last year’s total sales volume has been reached,
compared to 57% at the same time last year.
In terms of travel months, June remains very popular with a high 23% increase in
bookings, largely due to later spring holidays this year. July (+9.4%) and September
(+10.6%) are also both well up on last year.
(Source: Fvw April 19, 2017)
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Strong booking surge in March
German travel agents celebrated double-digit revenue growth last month, the
latest TATS market trends survey showed.
Costumers are flocking to travel agents as the 2017 summer holiday season is
picking up speed. German travel agents celebrated double-digit revenue
growth last month, the latest TATS market trends survey showed.
In its monthly sales review of 2,500 travel agencies, IT services company TATS
registered positive March business. Still, cumulated sales are behind compared
to the same month in 2016, which correlates with the popular Easter holidays
falling on March last year, and not April.
Bookings rose by 12.8% last month, leaving a cumulative increase of 7.1% for
advance bookings through to October 2017. There was a 21.3% rise in sales of
cruises, which are showing a 16.0% rise for 2016/17 as a whole. The strong cruise
holiday sales compensate for a recent slump in flight-based package holidays
and other trips.
(Source: Fvw April 14, 2017)
TAT’s
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Monthly Report - Brazil
April 2017
MARKET INFORMATION
• Brazilians are still more likely to spend on travel than on material goods. This is what momondo, the
airline ticket and hotel reservations finder, reports in the 2017 edition of the International Travel
Survey, which analyzed the travel habits of men and women between the ages of 18 and 65 in Brazil
and 22 other countries. According to the survey, when the subject is to spend the money "well",
tourism is the favorite option of 31% of Brazilians. Expenses with food and drink, including eating out,
appear second with 20% of preference. In the third position, with 14%, are spending on the purchase
of fashion products, such as clothes, shoes and accessories. (See full article:
http://brasilturis.com.br/estudo-indica-que-viagem-e-investimento-prioritario-para-2017/ )
• The ten destinations preferred by Brazilians for family travel are, in order: South Africa, United States,
Italy, Orlando, Australia, Portugal, national travel, Bahamas, Mexico and Turks and Caicos. Virtuoso's
global survey shows that Generation Z is gaining more and more strength and influence in the choice
of family travel and that the group is the new target of the tourism industry: by 2020 they will account
for 40% of the traveling public. (See full article: http://brasilturis.com.br/destinos-em-alta-e-o-poder-
da-geracao-z/ )
• The wedding market continues to grow for the Brazilian public. And under the same perspective, the
so-called destination weddings have been the target of many trade companies, since the perspective
is of growth for the sector. In addition to more intimate ceremonies - especially at a lower cost - other
trend of luxury travelers are experiences, as well as destinations that traditionally were not included
in the scripts. (See full article: http://www.panrotas.com.br/noticia-
turismo/mercado/2017/04/casamento-de-luxo-cinqtours-e-queensberry-em-
parceria_145989.html?lista )
TRADE
Leisure Sales Calls / Meetings
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Name Market Company Objective and Outcome Follow Up
Ricardo Bezerra
ricardo.bezerra@voeazul.com.br
BR
Azul Viagens – TO
Av. Marcos
Penteado de U.
Rodrigues, 939 –
Torre Jatobá, 9th
floor – Barueri/SP –
06460-040 –
Phone: 5511
4134.9800
Training to be
scheduled as soon as
the new system is
working (date
schedule: April 25th).
Schedule new
FAM in 2018.
Training TBC
for June 29.
Cesar Turlão
cesar.turlao@ancoradouro.com.br
BR
Ancoradouro – TO
Av. Dr. Liráucio
Gomes, 55 –
Campinas/SP -
13024-490
Phone: 5519
21373034
Final Co-Op actions
scheduled: final
training scheduled for
May in Ribeirão Preto,
and FAMTour to take
place in August.
Final dates
pending
approval of
partner
airline.
Eduardo Zorzanello
eduardo@rossiezorzanello.com.br
BR
Rossi e Zorzanello –
FESTURIS Organizer
Rua Garibaldi,
308/201 –
Gramado/RS –
95670-000
Phone: 5554
3286.3313
Paradise Coast
confirmed to
participate in
FESTURIS 2017 in Visit
Florida booth. Palm
Beaches TBC
Awaiting
invitation e-
mail from Visit
Florida.
Vilmara Souza
vilmara.souza@mmtgapnet.com.b
r
BR
MMT – BR
Francisco
Matarazzo, 1350 -
Água Branca - São
Paulo/SP - 01144-
080 – Phone 5511
4503.1444
Vilmara to update all
packages to the
destination to try and
boost sales.
MMT will
participate in
upcoming
FAM in May.
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Maria Santos
maria@flot.com.br
BR
Flot – TO
Av. São Luis, 50 –
Ed. Itália – 16th
floor – Suite 162 -
São Paulo/SP –
01046-926
Phone: 5511
4505.4510
Will send training
schedule for
April/May
On stand by
for schedule.
Marcelo Waked
marcelowaked@wakedbrasil.com.
br
PE
Waked – TA
R. Barão de Souza
Leão, 221 – Suite
35 – Boa Viagems –
Recife/PE – 51030-
300
Phone: 5581
3342.4344
Waked is a great seller
of Florida
destinations. They
have sold Marco
Island before.
Sent
collaterals,
digitals, video
links and
image bank
link.
Rodrigo Vaz
rodrigovaz@cvc.com.br
BA
CVC - TO
Rua das Figueiras,
501 – Jardim –
Santo André/SP –
Phone: 5511
2191.1037
CVC sends around
150,000 people to
Florida per year. They
are now a group of 4
different companies
(CVC Tour Operator,
Submarino OTA,
Rextur/Advance
Consolidator and
Experimento Study
Travel Specialists).
March 2017 was their
best month so far,
sales reached 175
million dollars.
Will send a
proposal for
Florida
partners. On
stand by.
Vitor Santos
vitor.santos@orinter.com.br BR
Orinter – TO
Rua da Consolação,
247 – 8th floor –
São Paulo/SP –
01301-903 –
Orinter will have a
training Roadshow (in
a motorhome) in
October that will
reach 5-6 different
Will send us
the project for
evaluation.
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Phone: 5511
3514.4444
cities in the southern
countryside.
Marcus Campos
mcampos@trendoperadora.com.br BR
Trend – TO
Rua Alceu Amoroso
de Lima, 470 – Ed.
Niemayer – Suite
909 – Caminho das
Árvores –
Salvador/BA –
41820-770
Phone:
55713016.1500
Marcus presented
2016 numbers, which
showed and 108 for
Paradise Coast. Good
numbers if we
consider 2016 was a
bad year for
international tourism
in Brazil, and Paradise
Coast had no Co-Op
with Trend.
We will
develop a
training
schedule for
new markets.
Schedule
coming soon.
Will
participate in
our FAM, in
May.
Débora Ferruço
contato@maggturismo.com.br
SP
Magg – TA
Av. Ipiranga, 200 –
Sute 75 – São
Paulo/SP – 01046-
010
Phone: 5511
3361.2269
Magg knew the
destination, but
haven’t sold it yet.
Sent
collaterals,
digitals, video
links and
image bank
link.
Luca Souza
luca.souza@abreutur.com.br BR
Abreu – TO
Rua Lauro Muller,
116 – Suite 905 –
Rio de Janeiro/RJ –
22290-906
Phone: 5521
2586.1806
We are developing
with Abreu a training
schedule for different
Rio de Janeiro
markets.
The dates will
be defined to
June and July.
Will
participate in
our FAM, in
May.
Paulo Biondo
paulo.biondo@agaxtur.com.br BR
Agaxtur – TO
Av. Europa, 884 -
Jardim Europa, São
Paulo/SP - 01449-
000
Paulo has developed a
training schedule in
co-op with Agaxtur to
be implemented in
May, June and July.
Schedule to
be approved
by PC and PB.
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Phone: 5511
3067.0900
Saulo Reis
saulo.reis@produtos.schultz.com.b
r
Br
Schulz – TO
Rua XV de
Novembro, 270 –
Suite 601 – 6th floor
– Downtown –
Curitiba/PR –
80020-310
Phone: 5541
3303.6559
Will develop a training
schedule for Paraná,
Santa Catarina and
Rio Grande do Sul.
On stand by
for schedule.
Will
participate in
our FAM, in
May.
Bárbara Picolo
barbara.picolo@flytour.com.br BR
Flytour – TO
Av. Francisco
Matarazzo, 1350 –
Torre II – 2nd floor
– São Paulo/SP –
05001-100
Phone: 5511
4503.2525
Started investing in
Whatsapp Media
Opened a destination
wedding specialized
website, as the
segment in growing
exponentially in Brazil.
Will send a
proposal for
VF and
partners to
participate in
Feirão Flytour,
an event
focused 100%
in sales to the
destinations.
Paulo Manuel
paulo.biondo@agaxtur.com.br BR
TZ Viagens – TA
(Schultz group
travel agencies)
Av. Ipiranga, 344 –
Ed. Itália – 18th
floor – São
Paulo/SP – 01046-
010
Phone: 5511
3154.4218
In February we did a
webinar training with
TZ, made available for
their 32 agencies.
Over 80% of
the agencies
have done the
training on-
line.
Bruna Basile/Fernanda Almeida
fernanda.almeida@55destinos.co
m
BR
55 destinos (Alatur
JTB) – TO
Av. São Luis, 50 –
9th Floor – Ed. Itália
55 Destinos is the new
Tour Operator from
the JTB/Alatur Group.
They are still
developing their
We will
schedule a
training for
their 120 staff
for the month
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– São PauloSP –
01046-000
Phone: 5511
3217.4176
portfolio and
implementing the
sales system.
of June,
according to
their
schedule.
They are
verifying
dates.
Will
participate in
the FAM, in
May.
Karla Haimenis
karla@aitoperadora.com.br BR
AIT - TO
Av. Alm. Barroso,
63 – Suite 801 –
Centro - Rio de
Janeiro/RJ – Phone:
5521 3461.9134
AIT does not have
budget to co-op in a
training program in
Rio, PB and PC would
have to pay for all
actions 100%.
At this point it
is not
interesting for
us to pursue
these actions
with them,
but focus in
developing
the products
only.
Frederico Levy
frederico@interpoint.com.br BR
Interpoint – TA
Al. Jaú, 1717 – Casa
3 – Jardins – São
Paulo/SP – 01420-
002
Phone: 5511
3087.9400
Fred has both
products into their
portfolio.
Will schedule
a training for
May.
Ana Roberta Perri
anaroberta@studytour.com.br
SP
Studytour - TA
Al. Santos 211, 14th
floor - Suite 1405 –
Jardins - São
Paulo/SP - 01419-
000 – Phone: 5511
3289.7444
Agency specialized in
exchange students
and honeymoon. They
have requested
information on the
destination after
seeing our training at
Visit USA.
Sent all digital
material for
analysis. They
are quoting
for a family of
four to visit
the region.
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MICE Sales Calls / Meetings
Name Market Company Objective and
Outcome Follow Up
Tiago Tavares
tiagotavares@youniquetravelling.c
om.br
MG
Younique – TA
Rua Tiradentes,
130A – Centro –
Varginha/MG –
37002-200
Phone: 5535
3212.7744
Interested in receiving
all the information we
had about the
destination.
We sent them
all collaterals,
digitals, video
links and
image bank
link.
Laureano Fernández
ventasleisure@fibertel.com.ar
AR
Leisure Express –
TO
Viamonte 783 – 6th
floor – Buenos
Aires/Argentina
Phone: 5411
4322.7888
Leisure Express is a TO
from Argentina that
reached out to us at
WTM to know more
about the destination.
We
recommend
direct contact
from the CVB
to strengthen
relationship.
Lucélia Ritzman
lucelia@dynamike.com.br
RS
Dynamike – TA
Rua São Luis, 670 –
Suite 201 – Santana
– Porto Alegre/RS –
90620-170
Dynamike is a travel
agency from Rio
Grande do Sul. They
have sold Naples
before.
We sent them
all collaterals,
digitals, video
links and
image bank
link.
Luciana Gurgel
luciana@ypytur.com.br
SP
YPY Viagens – TA
Rua Fernanda da
Costa, 390 –
Vinhedo/SP
Phone: 5519
3252.6847
Presented the
destination and its
highlights.
Sent
collaterals,
digitals, video
links and
image bank
link.
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Training
Name
of
Compa
ny
Mar
ket
Numb
er of
Staff
Traine
d
Training Follow Up
Visit
USA
training
session
s
BR
1,300
travel
agents
traine
d in
São
Paulo
and
Rio
(officia
l
numbe
r
releas
ed by
Visit
USA
on
April
25)
Present destination and
highlights to all the
agents.
Trainings were done
during Visit USA
event in São Paulo
and Rio.
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Promotions (Joint Marketing Activities – JMA’s)
AVIAREPS is quoting and preparing a list of Co-Op and Trade actions for 2017. We will send this as soon
as possible.
Tour
Operator
Name
Market Description – Coop Actions Launch/Start Status
Ancorado
uro BR
Only one training and the FAM Tour missing.
Packages on website:
Final stages.
Second training
scheduled to May
in Ribeirão Preto,
SP countryside.
Date will be
defined soon.
FAMTour to take
place in
August/2017 in a
week according to
airline partner
availability, until
August 20.
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Trade
Tours BR
http://tradetours.com.br/
Proposal is
being
adjusted for
trainings
only.
Once we get the
training calendar
we will forward to
PC for approval.
Shows / Sales Missions / Fam Trips (Media and Trade) / Other
Name Market Description Date Status
Visit USA SP and
Rio
PC participated in the show with a
table top and a 15 minute seminar
in both cities. 300 collateral kits
were distributed.
From 27 to 30
of March. Finalized. Report sent.
TBN
Rio,
Minas
Gerais,
Espírito
Santo and
Goiás
Trade Show took place in Búzios,
Rio de Janeiro. 60 meetings were
held with travel agents only.
Collateral was distributed in
digital versions, in flash drives.
March 30 to
April 2 Finalized. Report sent.
WTM L.A. BR
Over 9,800 participants visited
WTM 2017. The destination had a
full schedule of meetings with
operators and Media.
April 4-6 Finalized. Report sent.
Brand USA
FAM
SP, Rio
and
Paraná
A select group of 5 top Tour
Operators will visit Paradise Coast
as part of the upcoming Brand
USA FAM Tour. Trend, Schultz, 55
Destinos, Abreu and MMT will
spend two days in the
destinations to have a taste on
what to do in Naples, Marcos
Island and the Everglades.
From May 4 to
May 12,
including New
York, Palm
Beaches and
Paradise
Coast.
Confirmed.
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MEDIA RESULTS
Media Meetings
Name Publication/Media Market
Objective &
Meeting
Notes
Follow Up
Rodrigo Vieira
Panrotas BR Interview Article published
rvieira@panrotas.com.br
Anderson Masetto Mercado e
Eventos BR Interview Article published
anderson.masetto@mercadoeeventos.com.br
Ana Paula
Severous Outlets BR Meeting Discuss new
opportunities anapaulagarrido@terra.com.br
Rodrigo Cunha
Viajar pelo Mundo BR Meeting Discuss new
opportunities rodrigo@racmidia.com.br
Marcel Bruzadin
Melhores Destinos BR Meeting Discuss new
opportunities marcel@melhoresdestinos.com.br
Patrícia Chemin
Qual Viagem BR Interview Article published
qualviagempress@gmail.com
Carina Munhoz
iG BR Introduction Discuss new
opportunities cmunhoz@igcorp.com.br
Natália Manczyk Viaje Mais / Viaje
Mais Luxo BR Introduction Press Trip opportunity
tales@europanet.com.br
Luciano Palumbo
Turismo etc BR Introduction Discuss new
opportunities luciano@turismoetc.com.br
Gardenia Rogatto
Não Pira, Desopila BR Introduction Discuss new
opportunities gardenia.rogatto@naopiradesopila.com
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Eliane Souza Viajando nas
Delícias da Vida BR Introduction Discuss new
opportunities eleganciatrips@eleganciatrips.com.br
Alessandra Fratus To Pensando em
Viajar BR Introduction Discuss new
opportunities alessandra@topensandoemviajar.com
Natália Tosto Coisas que
Amamos BR Introduction Discuss new
opportunities blogcoisasqueamamos@gmail.com
Meeting with 17 Journalists Visit Florida Media
Brunch BR
38 new media conections were made WTM 2017 BR
DIGITAL RESULTS
Panrotas
Diário Indústria & Comércio
May 22, 2017
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Mercado e Eventos
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O Melhor da Viagem
Passagem Aérea
May 22, 2017
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Panrotas
Qual Viagem
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Mercado e Eventos
Paradise Coast aposta em redes sociais e
aumenta awareness do destino
MEDIA LINKS
• Panrotas
https://www.panrotas.com.br/noticia-turismo/destinos/2017/04/destinos-da-florida-querem-fisgar-brasileiros-de-
orlando_145669.html
• Diário da Indústria & Comércio
http://www.diarioinduscom.com/avianca-tem-voo-diario-foz-sao-paulo/
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• Mercado e Eventos
http://www.mercadoeeventos.com.br/multimidia/fotos/wtm-la-espera-mais-de-20-mil-visitantes-veja-as-fotos-
da-feira/
• O Melhor da Viagem
http://omelhordaviagem.com/descubra-paraisos-incriveis-na-florida/
• Passagem Aérea
https://www.passagemaerea.com.br/naples-cidade-norte-americana-luxo.html
• Panrotas
http://www.panrotas.com.br/edicoes-digitais/detalhes/2017/04/wtm-latin-america-2017-2a-edicao_270.html
• Mercado e Eventos
https://www.mercadoeeventos.com.br/feiras-e-eventos/paradise-coast-aposta-em-redes-sociais-e-aumenta-
awareness-do-destino/
MEDIA VALUE
MEDIA SUBJECT PUBL.
DATE MEDIA VALUE CIRCULATION
Panrotas Florida destinations want to "draw" Brazilians from Orlando 4/6 USD 6.000,00 510.000
Mercado e Eventos Paradise Coast bets on social networks and increase awareness of the
destination 4/5 USD 2.300,00 470.877
Diário Indústria &
Comércio Event promotes US destinations April TBC TBC
Mercado e Eventos WTM-LA expects more than 20 thousand visitors; See the photos of the fair 4/5 USD 2.300,00 470.877
O Melhor da Viagem Discover incredible paradises in Florida 4/17 USD 1.700,00 40.000
Panrotas printed WTM Latin America 2017 - 2ª edição April USD 9.375,00 45.000
Passagem Aérea Naples, an American city that breathes luxury 4/11 TBC TBC
Qual Viagem Paradise Coast news and The Palm Beaches exhibited on WTM 4/10 USD 3.600,00 350.000
Total USD 25.275,00 1.886.754
SOCIAL MEDIA
Facebook Paradise Coast
Facebook address is www.facebook.com/paradisecoastbr
We achieved a significant rate of engagement and have now over 18,427 likes on the page.
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Promoting Marco Island
Post with video Post promoting Romance Day
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Instagram
Promoting Naples Pier
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VISITOR SERVICES REPORT- Lori Lou Waddell
APRIL 2017
Month Big
Cypress
Oasis Everglades Immokalee Marco
Island
Naples YTD Total
Year 2015 52,473 107,564 85,941 1,103 6,810 20,419 274,310
Year 2016 65,051 104,162 67,403 1,252 6,321 6,992 251,180
Jan 2017 6,866 11,624 6,840 148 829 1,072 27,379
Feb 2017 8,092 14,656 8,993 80 1,019 1,031 33,871
Mar 2017 7,473 13,196 9,533 350 720 617 31,889
Apr 2017 4,979 10,358 6,205 82 518 457 22,599
Naples and Marco Island International
Visitor Information Center Visitor Origins
Naples and Marco Island Domestic
Visitor Information Center Visitor Origins
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Naples Visitor Information Center
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Naples Visitor Information Center
Activities for the Period
• Assist 5th Avenue South BID with FAM for Coral Gables Chamber of Commerce, BID, & City
planners
• Presentation to GNCC Board of Directors on Train Car project
• Respond to all emails regarding tourism in Collier County coming to Chamber of Commerce
• Meet with Charles Wright and Kevin Cafarelli about eco-tourism
• Visitor Information Centers Off-Season hours commence at: Everglades VIC, Marco Island VIC,
Naples VIC & Immokalee VIC. Ranger programs on hiatus for summer at Big Cypress & Oasis.
NPS Visitor Centers still open.
• Call to action: Giveaway tickets for Classic Chamber Concert
• Call to action: Giveaway tickets for Stay in May events-2 Events-to generate participation
• Attend Stay in May event
• Meeting at McCormick & Schmick’s to plan VIC FAM in June
• Assist with collaboration/ideas for Sports Council website updates
• Respond to requests for Visitor and Relocation packets
• Update Visitor Counts for Collier County Visitor Information Centers
• Update Statistics for Naples Visitor Information Center
• Request all materials below par levels for Visitor Information Center from attractions, hotels,
restaurants
• Manage VIC Vol Schedule
• Manage/update/email Calendar of Events for Tourism partners
• Manage daily operation of Visitor Information Center
• Manage all requests for Visitor and Relocation materials
Distribution
• 60 Downtown Guides to La Playa
• 350 Downtown Guides to Inn on Fifth
• 200 Passport of Naples & Visitor Guides for Ukranian Womens Conference in Tampa-gifts from
Naples to promote our area
• 60 Fifth Avenue Guides, 60 Downtown Guides for destination wedding
• 20 Visitor Packets for a destination wedding
• 50 Visitor Packets for a destination wedding
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• 4 Cases Paradise Coast Visitor Guides & 10 Cases Paradise Coast Visitor Maps to Everglades City
VIC
• 3 Cases Paradise Coast Visitor Maps to Big Cypress
• 4 Cases Paradise Coast Visitor Guides to Naples VIC
Attendance
• Chamber of Commerce monthly events
• TDC Meeting
• BCC Meeting
• Concierge Meeting
• Sports Council Board Meeting
• Sports Council General Member meeting
• Media Day for US OPEN Pickleball Championship, Saturday Pickleball Party
• CCLTA Meeting
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