TDC Agenda 11/27/2017 11/22/2017 November 27,2017 Collier County,FL
November 27, 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
November 27, 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 10/2f1/17
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.
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
promotes tourism.
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11/22/2017 November 27,2017 I Collier County,FL
A. * EVENT FUNDING REQUESTS
i. Sports Event Funding Requests
B. *OTHER TDT FUNDING REQUESTS
i. PBS Travel Special Episode
C. * December 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. DMAI Event Calculator Demonstration
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 —January 22, 2017 Collier County Government Center,
Administration Bldg. F, 3rd Floor, 3299 East Tamiami Trail, Naples, Florida 34112
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.
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11/22/2017 November 27,20171 Collier County,FL
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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October 23, 2017
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MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, October 23, 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 (Excused)
Robert Miller (Excused)
Ed (Ski) Olesky
Dan Sullivan
Michelle McLeod
Nancy Kerns
ALSO PRESENT: Jack Wert, Tourism Director
Ed Caum, Deputy Director, Sports Tourism/Marketing
Gary McAlpin, Manager, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
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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 9:00AM
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 the addition of Item 7.F – Work Order/Purchase
Order Environmental & Biological Studies. Second by Ms. Kerns. Carried unanimously 7 – 0.
B. Approval of prior TDC Meeting Minutes
i. Regular Meeting 9/25/2017
Ms. Becker moved to approve the minutes of the September 25, 2017 meeting as presented.
Second by Mr. Rios. Carried unanimously 7 – 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.
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
There were no items on the Consent Agenda.
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.
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A. EVENT FUNDING REQUESTS
i. Sports Event Funding Requests
Mr. Caum presented the Executive Summary “Recommend approval of Tourist Development
Tax Promotion funding to support four upcoming December 2017 Sports Events up to
$19,650.00 and make a finding that these expenditures promote tourism” dated October 23, 2017
for consideration. He noted the funding is for the Florida State Pickleball Championships from
December 8-10, 2017 ($7,200.00); Sports Recruiting Soccer Showcase from December 9-10,
2017 - ($5,850.00); Naples Holiday Shootout from December 27-30, 2017 – ($4,800.00);
Gulfshore Holiday Hoopfest from December 27-30, 2017 – ($1,800.00). Staff provided the
previous year’s economic impact for the event in the request.
The Council requested Staff to provide a brief presentation (at a future meeting) on the DMAI
(Destination Marketing Association International) calculator used by Staff to assist in
tracking economic impacts of sports events.
Ms. Becker moved to recommend the Board of County Commissioners approve Tourist
Development Tax Promotion funding to support four upcoming December 2017 Sports Events
up to $19,650.00 and finds the item promotes tourism. Second by Mr. Rios. Carried
unanimously 7 – 0.
B. OTHER TDT FUNDING REQUESTS
i. Post Irma Concert Event Sponsorship
Mr. Wert presented the Executive Summary “Recommendation to fund a Tourism Division
Sponsorship for a Post Irma concert event in the downtown Naples area up to $125,000, and
make a finding that this item promotes tourism” dated October 23, 2017 for consideration. He
noted:
The CVB (Convention and Visitor’s Bureau) is proposing to participate in funding for a
Post Irma concert to be held in downtown Naples on December 9, 2017.
The funds will be used to offset expenses such as the installation of fencing, provision of
toilets, security services, etc.
They are also working with Visit Florida to determine if other funding is available.
Investigation is underway to determine the feasibility of allowing donations through an
online source or an “app” as part of the function with the proceeds of the event being
dedicated to unmet needs in the community as a result of the hurricane event.
During Council discussion, the following was noted:
The proposed entry fee for the concert is currently slated at $25.00.
The event is scheduled for the same night as the Naples Boat Parade that may pose
conflicts for visitors to the area.
Concern the promoter is earning a fee for the services associated with a charitable event –
Mr. Wert noted the County funds will not be used to pay for any services provided by the
promoter.
Mr. Sullivan moved to recommend the Board of County Commissioners fund a Tourism
Division Sponsorship for a Post Irma concert event in the downtown Naples area up to
$125,000, and finds the item promotes tourism. Second by Ms. Becker. Motion carried 6
“yes” – 1 “no.” Mr. Rios voted “no.”
Mr. Rios reported his “no” vote was predicated on a concern over the process.
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C. RFP #17-7120 Tourism Sales Representation in Midwest
Mr. Wert presented the Executive Summary “Recommendation to award RFP #17-7120 for
Tourism Midwest Sales Representation to SynergyConnect, LLC and make a finding that this item
promotes tourism” dated October 23, 2017 for consideration. He noted:
Staff is proposing to engage a Midwest Sales Representative to assist in marketing visitation
to the area.
A Request for Proposal was disseminated by the County with 29 firms requesting the
package, yi elding one responder interested in fulfilling the service.
A Selection Committee convened and determined SynergyConnect, LLC. was a qualified
vendor, with an adequate database of contacts and is an organization familiar to Staff
Members.
There is $61,500 available in the budget to fund the contract and the additional $20,000
required for tradeshow registration fees.
Mr. Sullivan recommended the proposed scope of services be “put back out to bid” given only one
vendor responded to the request.
Mr. Wert noted the deadline for responses was extended without additional response, the vendor is
qualified and the contract has a termination clause should the County so desire to end the service.
He expressed concern the re-bidding process would delay implementation of the services 3 – 4
months. The vendor will be providing monthly reporting data for review by the County.
Ms. Becker moved to recommend the Board of County Commissioners award RFP # 17-7120 for
Tourism Midwest Sales Representation to SynergyConnect, LLC and finds the item promotes
tourism. Second by Ms. Kerns. Motion carried 6 “yes” – 1 “no.” Mr. Sullivan voted “no.”
Mr. Sullivan reported his “no” vote was predicated on the concern the contract was not re-bid.
D. 2018 US Open Pickleball Operating Expenses Pre-Approval
Mr. Wert presented the Executive Summary “Recommend approval of Tourism Development Tax
Promotion funding to Spirit Promotions for reimbursement of the operating expenses for the 2018
US Open Pickleball Championships up to the amount of $116,000 and make a finding that these
expenditures promote tourism” dated October 23, 2017 for consideration. He noted
The funding amount is subject to change as the event is being held late spring of 2018.
There are more participants and courts involved in the event this year resulting in higher
costs for the event.
The County continues to upgrade the East Naples facility including construction of additional
courts, electrical improvements and bathroom renovations.
Mr. Rios moved to recommend the Board of County Commissioners approve Tourism
Development Tax Promotion funding to Spirit Promotions for reimbursement of the operating
expenses for the 2018 US Open Pickleball Championships up to the amount of $116,000 and finds
the item promotes tourism. Second by Mr. Sullivan. Carried unanimously 7 – 0.
E. Artis Naples Cat. C-2 Grant Agreement – Exhibit Revision Request
Mr. Wert presented the Executive Summary “Recommendation to approve a change in the events
requested in the FY 18 Category C-2 grant to Artis-Naples due to storm damage to the Baker
Museum, approve County Attorney approved Contract Amendment # 1 and make a finding that this
action promotes tourism” dated October 23, 2017 for consideration. He noted the recipient of the
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original funding request for the “French Moderns” exhibit proposes to re-allocate the funds to
concert events. The request is being made due to the hurricane event that caused damage to the
museum facility and the Exhibit has to be rescheduled, or potentially postponed indefinitely.
Speaker
Kathleen van Bergen, CEO/President, Artis Naples noted the previously awarded $175,000
would be utilized on the costs associated with bringing the ensemble to the area, as the Vienna
Philharmonic Orchestra requires $500,000 to attend the event. The concert series is scheduled for
February/March of 2018.
During Council discussion, some Members expressed concern on re-allocating the funding as the
event was previously scheduled absent of the dedicated funds, advertising has taken place, tickets
sold for the event and the French Moderns exhibit may still be brought to town.
Ms. Kerns moved to recommend the Board of County Commissioners approve a change in the
events requested in the FY 18 Category C-2 grant to Artis-Naples due to storm damage to the
Baker Museum, approve County Attorney approved Contract Amendment # 1 and finds the item
promotes tourism. Second by Mr. Sullivan. Motion carried 5 “yes” – 2 “no.” Ms. Becker and
Mr. Rios voted “no.”
F. Work Order/Purchase Order Environmental & Biological Studies.
Mr. McAlpin presented “Work Order/Purchase Order Contract 15-6397 – “Environmental and
Biological Studies,” Contract Expiration Date June 22, 2018” for consideration. He noted:
The work is required in conjunction with the permit issued to by the Florida Department of
Environmental Protection (FDEP).
They are requiring a third party perform the task, which determines if there was any damage
to the Sea Grass during the work in the Pass and if so, what remediation may be required.
The County received four bids for the work with Turrell, Hall and Associates, Inc. being
deemed the lowest qualified bidder at $6,880.00.
The County is training staff in an effort to complete the work on their own in the future.
Mr. Rios moved to recommend the Board of County Commissioners approve “Work
Order/Purchase Order Contract 15-6397 – “Environmental and Biological Studies,” Contract
Expiration Date June 22, 2018” and finds the activity promotes Tourism. Second by Ms.
McLeod. Carried unanimously 8 – 0.
8. Old Business
These items have been continued from a previous TDC Meeting, or are reoccurring reports for review
by the TDC.
None
9. Council Member Discussion
The Council noted:
City Fest event will be held October 26 - 31, 2017 including a Halloween event on the 31st from
4:30 to 7:30pm.
Christmas on 3rd will begin on November 20, 2017 with a Tree Lighting and Celebration event.
Mr. Wert provided an update on the status of the hurricane recovery program (“The Coast is Clear”)
noting:
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The CVB continues to issue press releases notifying the public the coast is clear and the area is
open for business.
Updates to Social Media continue.
One positive is September is the slowest month of the year for tourism and the number of
visitors to the area was generally flat, with an influx of National Guard members, first
responders, etc. occupying area hotel rooms.
The insurance adjusters will also begin visiting the area adding to the visitation numbers.
Commercials will be embedded in upcoming TV events such as the Shark Shootout, a LPGA
tournament, a Pro Watercross event. All events will assist in delivering the message the area is
open for business.
International representatives have been contacted as well and initial reports are there has been
no talk of the hurricane event overseas.
Commissioner Fiala reported the County intends to have the major landscape debris removed and
disposed of at a designated location by Thanksgiving.
Ms. Kerns left the meeting at 10:10 a.m.
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.
Marketing Partner Reports – October 23, 2017
A. Research Data Services – Jack Wert
Klages Research & Research Data Services, Inc. - Research Report
Speakers
Andrew Neubauer and Bob Marcil, Marco Island Hilton addressed the Council noting their
meeting space facilities and restaurants are open following a series of setbacks including the
hurricane and a fire at the property. They have been partnering with the Marco Island Marriot to fill
the needs of the group meeting attendees visiting the area.
B. Paradise Advertising – 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
“Web Site Analytics”
F. Digital & Social Media- Paradise Advertising and Zebra Brazil
“Brazil Social Media Marketing”
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G. Atilus – Search Engine Optimization
“Digital/Social Media Marketing”
H. Phase V - Fulfillment Services
“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.
The Council requested Staff or representatives include updates on the “state of the industry” in
reference to their area of assignment (as necessary) in future reports.
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
12. Detailed Staff Reports
Submitted
13. Next Scheduled Meeting Date/Location – November 27, 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 10:58 A.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
Recommend approval of Tourist Development Tax Promotion funding to support
the eleven upcoming January and February 2018 Sports Events up to $65,800.00 and
make a finding that these expenditures promote tourism.
______________________________________________________________________
OBJECTIVE: Recommend funding support for managing and promoting eleven
upcoming events in Collier County during FY18.
CONSIDERATIONS: Collier County is scheduled to host the following eleven events in
January and February 2018. The Tourism Division Sports Marketing Team has attracted
these prestigious events to our community. The projected hosting costs to manage these
events are based on past experience with similar events, the event funding applications,
and the projected room nights from each event organizer. Event expenditures are the
responsibility of the event organizer to pay. The Tourism Division proposes to reimburse
event organizers for field rental cost, officials fees and operation support expenses for these
events based on room night visitation delivered to Collier County. These expenditures are
authorized to be reimbursed through the BCC approved Sports Assistance Program.
Staff utilizes the BCC approved event application to determine the appropriate amount of
recommended funding based on an event acquisition cost of fifteen dollars ($15) per room
night, which is a sports tourism industry standard analytic. An example of this funding
procedure is attached. Funding for these eleven events is subject to tourism staff review,
TDC recommendation and Board approval.
ITF Men’s Pro Circuit will take place January 5-14, 2018. This is first year tennis event
featuring doubles and singles competition at Naples Bath & Tennis Club. The event will
feature 200 athletes and is projected to generate 400 room nights in the County and direct
spending of $145,551.00 and TDT revenue of $ $1,307.00. The expenses to be paid for this
event will be assistance with event officials fees up to $4,000.00 and event marketing
expenses up to $2,000.00 for a grand total of up to of $6,000.00.
Nike XPO Prospect Camp will take place January 6-7, 2018. This is a first-year event to
be hosted at North Collier Regional Park. This is a girls lacrosse event that will attract
college coaches and feature 200 athletes. This event is projected to generate 300 room
nights, direct spending of $145,671.00 and TDT revenue of $ $1,892.00. The expenses to
be paid for this event will be assistance with facility rental up to $3,200.00, marketing
expenses up to $1,300, and park staff overtime up to $1,500 for a grand total of up to
$6,000.00.
HITS Triathlon Series will take place January 6-7, 2018. This triathlon event will be
hosted in Naples for the 5th consecutive year. The event will feature 1,000 athletes and is
projected to generate 500 room nights, direct spending of $257,244.00 and TDT of
$3,209.00. In 2017, the event attracted a similar number of athletes, and generated 700
room nights, TDT revenue of $4,900.00, and an economic impact of $877,500.00 for an
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investment of $11,500.00. The expenses to be paid for this event will be assistance with
Collier County Sheriff fees for road security up to $7,500.00.
NSMTA Super Senior Doubles Championship will take place January 10-14, 2018. This
is first year tennis event featuring doubles and singles competition at Naples Bath & Tennis
Club. The event will feature 200 athletes and is projected to generate 250 room nights in
the County, direct spending of $126,027.00 and TDT Revenue of $1,560.00. The expenses
to be paid for this event will be assistance with officials fees up to $1,500.00, marketing
and production costs up to $2,250 for a total of up to $3,750.00.
Dimitri Cup – 1st Weekend will take place January 13-15, 2018. This is a boys and girls
soccer event taking place for the 14th year in Naples. The event will take place at North
Collier Regional Park and feature 2,500 athletes and is projected to generate 1,000 room
nights, direct spending of $648,528.00 and TDT revenue of $6,328.00. In 2017, the event
attracted 2,200 athletes, 621 room nights, TDT revenue of $4,347.00, and an economic
impact of $2,129,329.00 for an investment of $7,450.00. The expenses to be paid for this
event will be assistance with facility rental up to $5,700.00, sanctioning fees up to $150.00,
event operational assistance up $1,000, and park staff overtime up to $2,300.00 for a grand
total of up to $9,150.00.
Dimitri Cup – 2nd Weekend will take place January 20-21, 2018. This is a boys and girls
soccer event taking place for the 14th year in Naples at North Collier Regional Park,
Corkscrew Park, and Veterans Park. The event will feature 2,000 athletes and is projected
to generate 1,000 room nights, direct spending of $617,040.00 and TDT revenue of
$6,244.00. In 2017, the event attracted 1,700 athletes, 424 room nights, TDT revenue of
$2,968.00, and an economic impact of $1,571,205.00 for an investment of $4,850.00. The
expenses to be paid for this event will be assistance with facility rental up to $6,700.00,
sanctioning fees up to $150.00, event operational assistance up $1,000, and park staff
overtime up to $3,100.00 for a grand total of up to $10,950.00.
National Junior USTA L3 will take place January 20-22, 2018. This is a first-year tennis
event featuring doubles and singles competition at Naples Bath & Tennis Club. The event
will feature 150 athletes and is projected to generate 250 room nights in the County, direct
spending of $156,606.00 and TDT revenue of $1,585.00. The expenses to be paid for this
event will be assistance with officials fees up to $1,500.00, event marketing and production
fees up to $2,250 for a grand total of up to $3,750.00.
West Coast Super Senior Grand Prix will take place January 22-28, 2018. This is a first-
year tennis event featuring doubles and singles competition at Naples Bath & Tennis Club.
The event will feature 350 athletes and is projected to generate 250 room nights in the
County, direct spending of $148,248.00 and TDT Revenue of $1,390.00. The expenses to
be paid for this event will be assistance with officials fees up to $1,500.00, marketing and
production fees up to $2,250 for a grand total of up to $3,750.00.
Dimitri Cup – 3rd Weekend will take place January 27-28, 2018 at North Collier Reginal
Park. This is a boys and girls soccer event taking place for the 14th year in Naples. The
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event will feature 2,000 athletes and is projected to generate 1,000 room nights, direct
spending of $617,040 and TDT revenue of $6,244.00. In 2017, the event attracted 1,700
athletes, 52 room nights, TDT revenue of $2,968.00, and an economic impact of
$1,571,205.00 for an investment of $4,850.00. The expenses to be paid for this event will
be assistance with facility rental up to $3,200.00, sanctioning fees up to $150.00, event
operational assistance up $1,000, and park staff overtime up to 1,600.00 for a grand total
of up to $5,950.00.
Winter Classic - Pickleball Tournament will take place January 27-29, 2018. This is part
of the Southern Tropics Pickleball Series and will take place for the 3rd year at East Naples
Community Park. The event will feature 400 athletes and is projected to generate 250 room
nights, direct spending of $137,821.00 and TDT of $1,522.00. In 2017, the event attracted
369 athletes, 311 room nights, TDT revenue of $2,177.00, and an economic impact of
$314,241.00 for an investment of $5,500.00. The expenses to be paid for this event will be
assistance with facility rental at East Naples Community Park up to $3,750.00, and park
staff overtime up to $1,500.00 for a total of up to $5,250.00.
Les Grandes Dammes Joanne Russell Cup will take place February 22-28, 2018. This is
first year tennis event featuring doubles and singles competition at Naples Bath & Tennis
Club. The event will feature 150 athletes and is projected to generate 250 room nights in
the County, direct spending of $147,451.00 and TDT revenue of $1,578.00. The expenses
to be paid for this event will be assistance with officials fees up to $1,500.00, event
marketing and promotion fees up to $2,250 for a grand total of up to $3,750.00.
FISCAL IMPACT: Funding of up to $65,800.00 for these eleven sports events is
included in the BCC approved FY 18 Tourism Division budget in Fund 184 for Sports
Marketing Event support.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management
Plan with this Executive Summary.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires
majority vote for approval. – CMG
RECOMMENDATION: That the Board of County Commissioners approves Tourism
Development Tax Promotion funding to support eleven upcoming January and February
2018 sports events up to $65,800.00 and make a finding that these expenditures promote
tourism.
Prepared by: Michael Obyc, Senior Sports Marketing Manager
Attachments: Event Assistance Applications, Funding Model Example
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Event Expenses (Field Rental)$3,200.00 Actual Expense
Event Application (250 room nights)
Asking for $4,000.00 $4,000.00 Event Organizer Application Ask
Estimated Room Nights for event (250) >>>>
250 room nights x $15 per room $3,750.00 TDC Ask
Approved Funding Amount $3,750.00
If event produces 80% and above of room nights $3,750.00
If the event produces below 80%, funding is prorated.
Ex. 199 room nights x $15 $2,985.00
Event Organizers pay expenses up front. The
responsibility and financial risk is on the event organizer
to perform and drive rooms into Collier County in order
to receive reimbursement .
Event Funding Example
Sports Application Funding Model
Acquisition Cost is the amount of funding provided by the County divided by the number of room nights delivered by the event
organizer.
County threshold is set at 250 room nights per event to be considered for funding.
Ex. $15 *250 room nights = $3750.00 Cost $3,200.00 for a weekend to cover the rental cost. Need this amount to reimburse the
event organizer for delivering on room nights.
Three reasons - 1.) Acquisition Cost 2.) Protective of County funds and staff time 3.) Healthy Growth
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EXECUTIVE SUMMARY
Recommendation to fund a 2018 Samantha Brown PBS Travel Show segment and
make a finding that this expenditure promotes tourism.
______________________________________________________________________
OBJECTIVE: Support a request to fund a segment of the PBS show “Samantha Brown’s
Places to Love”
CONSIDERATIONS: The producers of the highly acclaimed PBS travel show staring
Samantha Brown have approached us through our PR firm, Lou Hammond and Associates
to bring Samantha Brown to our community to film an episode of her PBS Television
series. Samantha has a special love for our area because her parents have a home on Marco
Island. We feel this show could give us some important exposure in the family market
through this program. We have had several conversations with the show producer and they
would very much like to come to our area to film an episode in the late spring of 2018. We
did not include this promotion in our marketing plan for 2018 because we were not aware
it would be available. So, we are requesting TDC support so that we can bring this show
here in the spring. The cost to bring the crew here is $49,500 including travel and meals
for Samantha and the entire crew. A draft agreement is attached for review of the terms
and conditions.
FISCAL IMPACT: $49,500 is available in Fund 184 in the promotions line in the FY 18
BCC approved Tourism Division budget.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management
Plan with this Executive Summary
LEGAL CONSIDERATIONS: This item will be reviewed for legal sufficiency prior to
the November 27, 2017 meeting.
RECOMMENDATION: Recommendation to fund a 2018 Samantha Brown PBS Travel
Show segment up to $49,500 and make a finding that this expenditure promotes tourism.
Prepared by: Jack Wert, Tourism Director
Attachments:
(1) Draft agreement with Samantha Brown Media
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Page 1 of 4 SBM/FPC 11212017
Agreement made November 22, 2017 between SAMANTHA BROWN MEDIA INC. with principal address
at 285 5th Avenue, Suite 428, Brooklyn, NY 11215 USA (hereinafter referred to as “PRODUCER")
furnishing the services of SAMANTHA BROWN (hereinafter referred to as "Samantha Brown" or
"ARTIST") in connection with SAMANTHA BROWN’S PLACES TO LOVE (hereinafter referred to as
"SHOW ") and NAPLES, MARCO ISLAND, EVERGLADES CONVENTION & VISITORS BUREAU with
principal address at 2660 Horseshoe Drive N. #105, Naples, FL 34104 (hereinafter referred to as
"PURCHASER")
RECITALS:
The PRODUCER has selected FLORIDA’S PARADISE COAST (DESTINATION) to be featured in
SHOW, the filming of which is estimated to begin in April or May, 2018.
PRODUCER's show will be edited by PRODUCER to an approximate 26 minute episode and distributed
nationally in USA by public television with expected air date to be Q1, 2019. SHOW will be actively
marketed internationally through distribution agreements.
PRODUCER hereby offers to PURCHASER the marketing services described herein for the consideration
described hereafter, subject to the terms and conditions herein .
It is mutually agreed between the parties as follows:
SERVICES: PURCHASER hereby purchases the marketing services as follows:
1. An edited “sizzle” video of 30 seconds. PURCHASER may use this material for marketing
purposes on their own digital platforms but NOT any external commercial or advertising activities
(including print/television/radio/digital advertising campaigns).
2. Website Content via www.samantha-brown.com. Website will feature dedicated SHOW web-page
about DESTINATION and will link to all activities featured in SHOW at DESTINATION.
a. PURCHASER will have option to place ad on page related to DESTINATION
b. PURCHASER will have option to provide additional content related to DESTINATION
c. PURCHASER hereby represents and warrants that any information it provides pursuant
to this subparagraph 3b.shall not be violative of any intellectual property rights of third
parties.
d. PRODUCER retains complete approval authority over the content of any ad or additional
content provided by PURCHASER.
e. PRODUCER shall use commercially available best efforts to publish on the aforesaid
website PURCHASER's ad and additional content for at least one (1) year from the date
of the airing of SHOW .
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3. Social Media engagement and promotion (i.e. Facebook, Twitter, Instagram)
a. PRODUCER will create social media posts about SHOW at DESTINATION on
PRODUCER’s social media properties
b. PRODUCER will “tag” any content related to DESTINATION with PURCHASER’s
provided hashtags or links
4. During the week the SHOW about DESTINATION airs, PRODUCER will create and publish
newsletter content about DESTINATION to ARTIST’s e-Newsletter audience.
a. PRODUCER retains complete approval authority over the content of any newsletter
content.
5. PRODUCER will provide PURCHASER with final edited copy of SHOW for PURCHASER's own
internal purposes (NOT for re-broadcast or any other public uses)
PAYMENTS: PURCHASER shall pay PRODUCER for the aforementioned marketing services, the
following:
1. COMPENSATION: PURCHASER agrees to compensate PRODUCER for the marketing
services set forth above the amount of $49,750.00 USD which shall be paid directly to PRODUCER.
Payment Terms:
Initial payment in the amount of US$25,000 due after delivery of pre-scout planning
documentation to PURCHASER
Final payment in the amount of US$24,750 due after scouting visit and delivery of scout
report/filming plan to PURCHASER
2. TRAVEL SUPPORT: PURCHASER shall pay PRODUCER'S cost of travel support
consisting of the following:
a. 7 rooms for up to 5 nights at first class hotel nearby to DESTINATION. Hotel will be
approved by PRODUCER
b. One hotel room for PRODUCER for up to 4 nights for pre-production purposes
3. LOCAL SUPPORT SERVICES: PURCHASER shall pay PRODUCER local support
services as follows:
a. Filming Permit or location fees at DESTINATION (if required)
CANCELLATION
Both parties agree that if either party cancels before January 1, 2018 (for any reason), any monies paid to
PRODUCER will be returned to PURCHASER and there will be no further obligations to either party.
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GENERAL TERMS AND CONDITIONS:
1. In the event PURCHASER fails or refuses to provide any of the items as herein stated, or fails or refuses to
make any of the payments as provided herein or to proceed with the ENGAGEMENT, PRODUCER shall have no
obligation to perform this agreement and shall retain any amounts theretofore paid to PRODUCER and PURCHASER
shall remain liable to PRODUCER for the full balance of the contract price herein set forth.
2. PRODUCER’S obligations hereunder are subject to detention or prevention by sickness, inability to perform,
accident, means of transportation, Acts of God, riots, strikes, labor difficulties, epidemics, any act of any public
authority or any other cause, similar or dissimilar, beyond PRODUCER’S control (collectively "Force Majeure”). In the
event of illness, disability or death of key crew member (or of any of immediate family members), strike, law, Act of
God, governmental regulation or other Force Majeure occurrence, and PRODUCER is unable or is prevented from
filming, or complete filming of, the SHOW, PURCHASER agrees to a commercially reasonable extension of time for
PRODUCER to reschedule the filming of the SHOW after the Force Majeure occurrence has been eliminate d,
resolved or accommodated, as the case may be. Nothing herein shall be interpreted as extending the time for
performance of PURCHASER's obligations hereunder, inclusive of payment obligations.
3. PURCHASER shall not itself, nor shall it permit or authorize others (including, without limitation,
PURCHASER employees, representatives or contractors) to record, broadcast, televise, film, webcast, or otherwise
the filming of the SHOW (or any part thereof) and/or PRODUCER’S personnel at any time during the
ENGAGEMENT.
4. PURCHASER shall not commit PRODUCER or ARTIST to any interviews, promotional appearances, meet
& greets, or otherwise without PRODUCER'S prior, written consent, which shall be given or withheld in
PRODUCER’S sole discretion.
5. ARTIST’S and/or PRODUCER’S name, voice, logo and/or Iikeness may not be used as an endorsement of
any product or service in connection with any commercial tie-up without PRODUCER’S prior written consent.
6. PRODUCER shall have the exclusive control over the means and methods employed in fulfilling
PRODUCER’S obligations hereunder, in all respects and in all details. This agreement shall not, in any way, be
construed so as to create a partnership, sponsorship or underwriting by PURCHASER of SHOW, or any other kind of
joint undertaking or venture between the parties hereto.
7. PURCHASER hereby indemnifies and holds PRODUCER, ARTIST, as well as their respective agents,
representatives, principals, employees, officers and directors, harmless from and against any loss, damage or
expense, including reasonable attorney’s fee, incurred or suffered by or threatened against PRODUCER or ARTIST
or any of the foregoing in connection with or as a result of (a) PURCHASER’S negligence, act(s) or omissions(s) or
breach of this contract or (b) any claim for personal injury or property damage or otherwise brought on by or on behalf
of any third party person, firm or corporation as a result of or in connection with the ENGAGEMENT, which claim
does not result from the active and willful negligence of the PRODUCER or ARTIST.
8. This (and any attachments hereto) constitutes the sole, complete and binding agreement between the
parties hereto, and may not be amended, supplemented, altered or discharged except by instrument in writing signed
by the parties. If any part of this Agreement is determined to be void, invalid or unenforceable, such invalid or void
portion shall be deemed to be separate and severable from the other portions of this Agreement, and the o ther
portions shall be given full force and effect, as though the void and invalid portions or provisions were never a part of
this Agreement. This Agreement is not binding upon PRODUCER until executed and delivered by PRODUCER or his
designee to PURCHASER. The validity, construction and effect of the agreement shall be governed by the Laws of
the state of New York, regardless of the place of the ENGAGEMENT.
9. The parties hereto covenant and represent that they have full authority to enter into this agree ment, that the
person signing this agreement has full and complete authority by their respective party to enter into this agreement
and that no other rights or obligations of the parties prohibit them from entering into and fulfilling their obligations
under this agreement.
10. PRODUCER will retain editorial control of all content of the broadcast programming and any other content
created about DESTINATION by PRODUCER. All content created will be solely owned by PRODUCER (with the
exception of b-roll that will be provided to PURCHASER.
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IN WITNESS WHEREOF, the parties hereto have hereunto set their names and seals on the day and
year first above written.
By:________________________________
Naples, Marco Island and Everglades CVB
Name:______________________________
Title:_______________________________
By:________________________________
Samantha Brown Media Inc.
Kevin O’Leary
President
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EXECUTIVE SUMMARY
Discuss and recommend cancellation of the December TDC Meeting scheduled for December
25, 2017 as it falls on Christmas Day.
______________________________________________________________________________
OBJECTIVE: Discuss and make a recommendation to cancel the December TDC meeting
scheduled for the 25th which is Christmas Day and a County holiday.
CONSIDERATIONS: This year, the December TDC meeting falls on December 25, 2017,
Christmas Day and all County offices will be closed for the holiday. At this time, staff does not
have any agenda items for discussion in December and recommends cancelling this meeting.
FISCAL IMPACT: There is no fiscal impact to this action.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan
related to this action.
RECOMMENDATION: Discuss and recommend cancellation of the December TDC Meeting
scheduled for December 25, 2017 as it falls on Christmas Day.
Prepared by: Jack Wert, Tourism Director
November 27, 2017
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Destinations International
Event Impact Calculator
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How much are events worth to your destination?
Destinations International’s Event Impact Calculator (EIC)
allows DMOs to quantify the economic importance of events
to their destinations.
By knowing the value of events sold by destination
organizations, industry stakeholders are empowered to
make a strong case for continued destination marketing.
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How much are events worth to your destination?
The EIC is a flexible, localized tool that is comprehensive
and sustainable for the DMO community –with each model
custom built for each individual destination.
Even with that, the tool is built for DMOs –easy to use and
with the full support of Tourism Economics and Destinations
International.
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Easy to use
Uses programs you already know –available through the
web or your CRM
The DI Event Impact Calculator can properly attribute the
unique-ness of the event, the total impact of the event
and the details with each with five event characteristics:
■Type of event
■How long will the event take place
■Attendees/participants/tickets sold
■Overnight share
■Room rate
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13 Event Types
Business Module
Business
Meetings
Conventions
Trade Shows
Sports
Module
Youth Amateur
Sporting Events
Adult Amateur
Sporting Events
Collegiate
Sporting Events
Professional
Sporting Events
Championship
Sporting Events
Festivals &
Cultural
Events
Performing arts
Visual arts
Film and
awards
ceremonies
Food and drink
Cultural /
religious
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Event type chooses spending distribution
F&B
23%
Lodging
54%
Recreation
5%Retail
8%
Transport
10%
Business Meeting Attendee Spending
F&B
26%
Lodging
37%
Recreation
9%
Retail
16%
Transport
12%
Youth Amateur Attendee Spending
The DI EIC is able to be simple due to the detail
of the data behind it.
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Overnight Attendee Spending Shares November 27, 2017
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Event type chooses spending levels
$0
$50
$100
$150
$200
$250
Business
Meeting
Convention Youth
Amateur
Adult
Amateur
Professional
F&B Lodging Recreation Retail Transport
Attendee Spending Levels
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Attendees characteristics differ among events
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Conventions Meetings Trade Shows
Trade shows generate higher peak demand
Peak night divided by total rooms sold - 3 day event
Source: CVB / CRMs
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1.0
1 2 3 4 5 6 7 8 9 10Days
City A City B
Peak Night Ratio
Peak Night Rooms divided by Total Rooms Sold
Source: Oxford Economics, CRM data
•Length of event and
destination determine peak
room requirement
•Type of event also factors into
room demand distribution
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Unique Sporting Event characteristics (data
fields)
Choose event type Define calculation
method
1.Youth Amateur 1.Direct
2. Adult Amateur 2.Participant based
3.Collegiate 3.Ticket based
4.Professional
5.Championship
Other
characteristics
1.Elimination
Tournament
2.Events per visitor
3.Spectators per
participant
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Unique FCE characteristics (data fields)
Choose event type Define visitor
reach
1.Performing arts 1.Primarily local
visitors
2. Visual arts 2.Balanced
3.Film 3.Primarily out-of-
town
4.Food and drink
5.Cultural / religious
/ identity
Artist residence
1.Primarily local
2.Balanced
3.Primarily out-of-
town
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The Event Parameters screen
Event Navigation Tool Bar Event Entry Pane
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The Event Parameters screen
Drop Down Options Drop Down Button
Drop downs are provided for selected event parameters. These will help guide the user to the
proper categorizations of the event.
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Calculating the full impact
Visitor and
Event
Spending
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Event Criteria Section Direct Business Sales Section
The Impact report November 27, 2017
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Economic Impact Section
The Impact report November 27, 2017
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Event Return on
Investment Section
Demand Metrics
The Impact report November 27, 2017
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Supports your job
Some primary reasons:
Negotiation: what is an appropriate incentive?
Scoring Events: comparing different events to find the
one with the most benefit for the community.
Promotion: project benefits of a project with powerful,
meaningful statistics to constituencies
Development: be able to develop arguments for
development of venues.
Your event is the most important, isn’t it time to treat the
impacts that way too?
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Detail in report helps the DMO
Along with the overall impacts of an event, the
detail provide the DMO the opportunity to talk
with different constituencies.
Highlight lodging spending to Hotel Association
Point out catering/F&B sales to restaurant association
Focus on LOCAL tax revenues to city council
Discuss jobs with local economic development organization
Point out ROI of funds spent attracting events
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An industry standard
Now, Destinations International –the association of DMOs -is
providing ONE methodology that can handle the majority of
events DMOs work with and provide continued support with
updating built in which is used by more than 200 DMOs
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info@tourismeconomics.com
destinationsinternational.org/event-
impact-calculator
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Marketing Partner
Reports
November 27, 2017
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RESEARCH REPORT
Klages Research &
Research Data Services, Inc.
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3
Economic Indicators
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4
Year to Date 2017
January –October
Collier Visitor Profile
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5
Collier Tourism Metrics
YTD 2017 (January –October)
Number of
Visitors
Room Nights
Economic Impact
•1,477,600
•-1.1%∆
•1,990,700
•-2.3%∆
•$1,706,481,000
•+3.0%∆
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6
Occupancy/ADR
YTD 2017 (January –October)
Occupancy ADR
2016 2017 % ∆2016 2017 % ∆
Q1 86.1%85.2%-1.0%$313.7 $305.9 -2.5%
Q2 73.1%73.0%-0.1%$210.4 $228.7 +8.7%
Q3 65.3%63.0%-3.5%$137.6 $144.6 +5.1%
October 74.7%79.3%+6.2%$157.4 $162.5 +3.2%
* Hurricane Irma made landfall on September 10, 2017
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Collier Comp Set
Occupancy ADR RevPAR
2017 % ∆2017 % ∆2017 % ∆
Naples MSA 66.8%+4.4 $220.26 -1.1 $147.21 +3.2
Naples Upscale 71.8%+3.2 $286.31 +1.6 $205.62 +4.8
Miami-Hialeah 76.4%+0.2 $183.36 -2.6 $140.01 -2.5
Florida Keys 77.7%+2.0 $270.04 -0.6 $209.90 +1.4
Ft. Myers 71.3%+1.1 $153.77 +0.4 $109.59 +1.5
Sarasota-Bradenton 71.1%+1.5 $143.90 +2.8 $102.27 +4.3
Clearwater 74.3%-1.4 $146.75 +6.0 $109.06 +4.5
St. Petersburg 73.8%+3.3 $152.51 +0.5 $112.54 +3.7
Palm Beach County 73.9%+2.3 $169.00 +1.0 $124.91 +3.3
Ft. Lauderdale 77.7%+0.8 $140.48 +0.4 $109.21 +1.2
Florida 74.4%+2.6 $137.76 +2.0 $102.47 +4.6
SOURCE: SMITH TRAVEL RESEARCH, INC.
YTD 2017 (January –October)
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Collier Comp Set –Occupancy (%)
SOURCE: SMITH TRAVEL RESEARCH, INC.
YTD 2017 (January –October)
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA 45.0%+4.6 21.5%+5.4 66.8%
Miami-Hialeah 58.0%+2.6 14.6%-7.0 76.4%
Florida Keys 68.2%+0.2 8.9%+20.9 77.7%
Ft. Myers 53.3%+1.4 16.7%+3.1 71.3%
Sarasota-Bradenton 50.0%-4.0 19.0%+13.5 71.1%
Clearwater 55.7%-2.2 18.6%+1.1 74.3%
St. Petersburg 52.7%+5.0 19.4%+1.0 73.8%
Palm Beach County 50.1%+3.0 22.1%+0.7 73.9%
Ft. Lauderdale 54.4%-0.3 18.3%-1.2 77.7%
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Collier Comp Set –ADR ($)
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA $229.63 -1.1 $203.35 -1.6 $220.26
Miami-Hialeah $185.27 -2.7 $196.30 -2.9 $183.36
Florida Keys $273.76 +0.1 $247.53 -5.2 $270.04
Ft. Myers $162.29 0.0 $133.11 +2.1 $153.77
Sarasota-Bradenton $156.20 +5.6 $120.42 +0.1 $143.90
Clearwater $152.18 +5.7 $130.53 +7.6 $146.75
St. Petersburg $157.72 -0.1 $143.19 -0.1 $152.51
Palm Beach County $172.25 +0.8 $169.00 +1.4 $169.00
Ft. Lauderdale $140.23 +0.3 $154.06 +1.2 $140.48
SOURCE: SMITH TRAVEL RESEARCH, INC.
YTD 2017 (January –October)
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Visitor Origins
YTD 2017 (January –October)
# of Visitors 2017 ∆ %
Florida 532,306 +0.2
Southeast 92,168 -1.1
Northeast 289,725 -2.1
Midwest 220,586 -0.9
Canada 33,396 -7.3
Europe 239,068 -3.3
West 70,351 +2.7
YTD 2017 1,477,600 -1.1
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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 28,700 29,000 27,400 25,600 25,000 24,500 23,200 26,300
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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Visitation Metrics
-40.0%
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
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 Jul-17 Sep-17
Key Collier Visitation Metrics (%∆)
% Change Visitors % Change RevPar
RevPar
Visitors
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Visitation Metrics
-20.0%
-15.0%
-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 Jul-17 Sep-17
Key Collier Visitation Metrics (%∆)
% Change Occupancy % Change ADR
ADR
OCC
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Collier Visitor Profile
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Visitation/Economic Impacts of Tourism
Collier October 2017
Visitors
2017
139,100
2016
156,900
Room Nights
2017
181,900
2016
194,500
Economic
Impact
2017
$127,141,300
2016
$138,900,700
%∆
-11.3
%∆
-6.5
October
%∆
-8.5
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Occupancy/Room Rates
Collier October 2017
Occupancy 74.7%79.3%+6.2%
ADR $157.4 $162.5 +3.2%
RevPAR $117.6 $128.9 +9.6%
2016 2017*% ∆
* Based on units available to be rented.
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First Time Visitors (% Yes)
Collier October 2017
7.6 5.7
35.1
30.5
42.7%
36.2%
0
10
20
30
40
50
2016 2017
%
New Market Share Gain from FL
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Visitor Origins
Collier October 2017
# of Visitors 2017 ∆ %
Florida 54,805 -10.4
Southeast 7,790 +5.6
Northeast 19,613 -13.8
Midwest 18,083 -6.3
Canada 2,643 -23.4
Europe 30,741 -13.7
West 5,425 -24.8
Total 139,100 -11.3
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Airports of Deplanement (Top Four)
Collier October 2017
57.1
27.7
6.9 4.1
60.3
22.3
7.9 4.7
0
10
20
30
40
50
60
70
RSW Miami Orlando Int'l Tampa Int'l
%
2016 2017
% of Visitors Who Fly
2016 59.0%
2017 56.7%
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Visitor Perceptions
Collier October 2017
•96.2%Satisfaction 95.1%
•93.3%Would Recommend 94.6%
•15.8%More Expensive 12.6%
•92.4%Plan to Return 93.1%
2016 2017
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Average Age/Median Income
Collier October 2017
•46.8
Average Age (years)45.9
•$152,101 Median HH Income $157,336
2016 2017
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Collier Comp Set
October 2017
Occupancy ADR RevPAR
2017 % ∆2017 % ∆2017 % ∆
Naples MSA 66.8%+8.6 $163.83 -0.1 $109.39 +8.5
Naples Upscale 67.4%+4.3 $211.03 -1.7 $142.24 +2.5
Miami-Hialeah 74.6%+11.3 $161.94 +1.9 $120.79 +13.3
Florida Keys 73.5%+17.8 $224.87 -4.0 $165.23 +13.1
Ft. Myers 77.3%+23.0 $119.31 +3.4 $92.28 +27.2
Sarasota-Bradenton 64.4%+1.4 $118.78 +2.1 $76.53 +3.5
Clearwater 72.1%+3.4 $124.77 +4.3 $89.96 +7.8
St. Petersburg 73.8%+12.6 $131.68 -1.4 $97.20 +11.1
Palm Beach County 75.5%+15.8 $138.42 +4.5 $104.55 +21.1
Ft. Lauderdale 76.0%+11.4 $127.34 +7.7 $96.78 +19.9
Florida 74.3%+8.8 $125.65 +3.5 $93.34 +12.7
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Collier Comp Set –Occupancy (%)
October 2017
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA 36.3%-3.3 29.8%+27.2 66.8%
Miami-Hialeah 54.1%+11.6 16.5%+9.7 74.6%
Florida Keys 53.7%-0.5 19.5%+144.7 73.5%
Ft. Myers 53.2%+15.3 23.0%+47.3 77.3%
Sarasota-Bradenton 40.1%-2.3 22.2%+3.9 64.4%
Clearwater 48.2%-2.6 23.9%+18.0 72.1%
St. Petersburg 48.8%+5.1 22.6%+34.4 73.8%
Palm Beach County 49.2%+25.8 25.5%+1.7 75.5%
Ft. Lauderdale 53.1%+13.9 17.8%-1.2 76.0%
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Collier Comp Set –ADR ($)
October 2017
Trans % ∆16-17 Grp % ∆16-17 Total
Naples MSA $172.39 +2.9 $156.21 -2.8 $163.83
Miami-Hialeah $162.99 +3.6 $172.90 -2.6 $161.94
Florida Keys $231.75 -2.7 $206.83 -0.8 $224.87
Ft. Myers $120.06 +2.0 $120.85 +7.5 $119.31
Sarasota-Bradenton $126.44 +2.1 $110.31 +5.2 $118.78
Clearwater $124.24 +3.3 $125.82 +6.5 $124.77
St. Petersburg $133.94 -2.2 $132.94 +0.8 $131.68
Palm Beach County $129.99 +2.6 $156.62 +8.7 $138.42
Ft. Lauderdale $126.33 +10.2 $141.05 +3.8 $127.34
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Executive Summary
Collier October 2017
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Visitor Metrics
This October, some 139,100 visitors stayed in Collier’s
commercial lodgings (-11.3%).* Their visits
contributed an estimated $127,141,300 of economic
impact to the County (-8.5%). Key performance
metrics are as follows:
Collier October 2017
October 2016 2017**%∆
Occupancy 74.7%79.3%+6.2
ADR $157.4 $162.5 +3.2
RevPAR $117.6 $128.9 +9.6
* Available records suggest that approximately 1,600 units were closed in October 2017.
** Based on units available to be rented.
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Visitor Metrics
Collier’s October visitation originates from the
following primary market segments:
Collier October 2017
October Visitation 2017 Visitor #∆
Florida 54,805 -10.4
Southeast 7,790 +5.6
Northeast 19,613 -13.8
Midwest 18,083 -6.3
Canada 2,643 -23.4
Europe 30,741 -13.7
Mkts. of Opp.5,425 -24.8
Total 139,100 -11.3
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Visitor Metrics
Compared to last October, eight out of every ten
(81.4%) lodging managers report their three month
forward reservations levels as “up” or the “same:”
Collier October 2017
% of Properties (October)
Reporting Reservations 2016 2017
Up 40.0%48.1%
The Same 29.8 33.3
Down 30.2 18.5
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Transportation
This October, better than half of the
destination’s patrons flew (2016: 59.0%; 2017:
56.7%).A majority of these (60.3%) deplaned at
RSW, with Miami capturing some 22.3%of
deplanements.
Collier October 2017
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Party Size/LOS
This October visitor party size averaged 2.6
travelers who stayed for 3.7 nights in the Naples,
Marco Island, Everglades area (October 2016: 2.5
people; 3.5 nights).
Collier October 2017
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Information
Fully 93.7% consult the web for trip information,
with some 92.0% making bookings for their trip
online.
Collier October 2017
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Satisfaction/Demographics
The vast majority (95.1%) are satisfied with their
Collier stay, with 93.1% planning a future trip to
the area.
This year, October visitors average 45.9 years of
age (2016: 46.8 years of age).
Collier October 2017
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Arrivalist: Crisis Management Campaign Analysis
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Irma Overview
September 2 –Labor Day, post-July
peak of arrivals at 111
Hurricane Irma hit Naples September
10
Media ceased for the period from
September 6 to September 21
Web site page views spiked during
the storm to all-time highs
Arrival patterns were disrupted from
the 10th to the 14th for paid media,
and the 6th to the 12th for owned
media
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Crisis Management Campaign Arrivals by Market
Top Origin Markets
Boston 71
Tampa/Saint Petersburg 68
Miami/Fort Lauderdale 56
New York 44
Chicago 24
Philadelphia 23
West Palm Beach/Fort Pierce 18
Orlando/Daytona Beach/Melbourne 17
Minneapolis/Saint Paul 16
Washington DC 12
*Arrival window 10/2/17 –11/9/2017
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Crisis Management Campaign Days to Arrival
*Arrival window 10/2/17 –11/9/2017
•175 Arrivals within 1-7 days of
exposure to Crisis Management
Campaign.
•174 Arrivals within 8-14 days of
exposure to Crisis Management
Campaign.
•196 Arrivals within 15-30 days of
exposure to Crisis Management
Campaign.
•We are currently in the arrival
window for 31-60 days.
•13 Arrivals in this window so far.
•Arrivals expected to taper off since
the campaign ended at the end of
October.
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Platform Updates
FY17/18
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New Demand Side Platform & Ad Serving vendors
Named the leader for both DSP and DMP offering in 2017.
+ 3 Billion Data Segments For Advanced Audience Targeting In Curated Market:Interest
Audiences/Transaction Audiences/Shopping Behavior Audiences/Create Lookalike
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250+ Publishers across Display, Mobile & Video
Enhanced Location targeting: Targeting/ Geo-fencing physical locations
Integrated social inventory with Consumer Persona Audience targeting:
Linkedin/FB/Instagram/snapchat
Full visibility into performance and insights in real-time including viewability
and robust engaging data reporting and visualizations
As a global media buying services company, MediaMath partners with the world’s
leading data providers
Sizmek platform is the #2 in the market working with over 42,000 advertisers, agencies,
publishers and trading desks.
Sizmek’s wide range of technology and data is supported by integrations from 100
partners, providing leading solutions for attribution, data management, audience
measurement, creative authoring and more.
Flat rate CPM cost across all placements whether it’s video, rich media or display which
in turn equals to more savings.
Sizmek has a built in creative suite AdBuilder and template library that allows our
creative team to have more extensive creative capabilities when building creative units.
Advanced creative optimization with multiple methodologies and KPIs.
More in-depth real-time reporting with better control and automation.
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National Public Relations Update
TDC Meeting
Services conducted from
October 7 –November 7, 2017
November XX, 2017
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Media Highlights
LHG PR EFFORTS
Media Impressions: 36,921,604
Value: $245,810
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Media Highlights
Vanifair
UMV: 6,962
Media Value: $696
Media Visit
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Media Highlights
Travel Agent Central
UMV: 161,359
Media Value: $3,228
Press Release
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Media Highlights
NBC-2
UMV: 850,948
Media Value: $5,672
Press Release
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Media Highlights
Well + Good
UMV: 1,240,751
Media Value: $8,272
Press Release
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Media Highlights
Naples Daily News
UMV: 864,559
Media Value: $5,763
Press Release
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Media Highlights
Travel Weekly
UMV: 464,222
Media Value: $3,095
Press Release
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Media Highlights
Forbes
UMV: 29,759,863
Media Value: $198,399
Press Release
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Media Highlights
FOX 4
UMV: 159,701
Media Value: $1,065
Press Release
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Media Highlights
Travel + Leisure
UMV: 3,164,163
Media Value: $21,094
Press Release
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Media Highlights
WINK News
UMV: 163,326
Media Value: $1,089
Press Release
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Media Highlights
Gulfshore Business Daily
7,000 Subscribers
Media Value: $140
Press Release
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Media Highlights
Trips to Discover
UMV: 78,750
Media Value: $525
Press Release
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Projects
Emily Kaufman Broadcast Tour
•Visited November 5-7; segments airing November 7-December 1
•Client sent through post-Irma images; LHG drafted talking points
•Team coordinated itinerary including stay at Edgewater Beach Hotel
•LHG to finalize prizing opportunity with hotel
Paradise Coast Food & Wine Expo –November 11
•LHG held call with Agency supporting event
•LHG offered to pitch to local media for coverage, visiting
•Festival has media tickets available
TMS Family Travel Conference –November 12-24
•E. Caum and Charles Wright attending on behalf of CVB
•LHG followed up seeking information on schedule
Instameet with the Yong Sisters –Instameet November 19
•Team to solidify host location
Chef Telepan Event in Naples –Week of December 4
•LHG reached out to Broadcast outlets to include chef on a National Morning show
•Team to leverage Chef in the future with more lead time
NYC Media Event
•Team discussing Q1 2018 to launch new campaign
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Upcoming Media Visits
Orlando Magazine, Barry Glenn (December)
•Writer visiting and staying at Edgewater and Inn on Fifth. Team
coordinating activities based on original itinerary.
JustLuxe, Tiffany Li (December)
•Writer visiting on assignment; confirmed at JW Marriott
Aventura Magazine, Angela Carlton (TBD)
•Postponed due to Hurricane Irma
Canadian Newspapers, Jim Byers (early January 2018)
•Outdoor adventure article
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Media Outreach
LHG sent Hot Tip for USA Today in search of “Fall
Foods Featuring Turkey”
LHG sent Hot Tip for Robb Report in search of “NYE
Parties”
Press Release: ConventionsSouth meeting accolade
Press Release: National Geographic “Happiest Cities”
Award
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PARADISE
PARADISEADV.COM
OCTOBER 2017 DIGITAL SNAPSHOT
Naples, Marco Island, the Everglades CVB
56
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PARADISE
PARADISEADV.COM
CONSUMER NEWS EMAILS
57
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Topic Resolutions Romance Stress Pets Family Dining Summer Art Romance Dining
Quantity Distributed 20,598 21,343 21,168 22,036 22,060 22,464 22,290 22,402 X 23,203 197,594
Open Rate 21.45%22.48%21.93%20.75%20.49%20.93%19.6%20.51%X 20.39%21.01%
Click-Thru-Rate 14.85%14.38%10.67%9.69%10.51%15.05%11.42%8.06%X 14.78%12.22%
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 87,262 87,282 87,282 87,282 87,282 87,282 87,282 87,282 X 200,000 810,954
Open Rate 15.9%13.8%14.8%14.4%14.1%13.5%15.2%14.8%X 12.9%14.39%
Click-Thru-Rate 2.1%1.6%1.9%1.7%1.7%1.5%2.1%2%X 1.5%1.75%
PAID RESULTS
20.39%
OPEN RATE
14.78%
CTR
Monthly Performance:
Winning Subject Line: A trip you can sink your teeth into.
Link With Most Clicks: “Restaurants You HAVE To Try On Florida’s Paradise Coast.”
26.36% of all clicks
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PARADISEADV.COM
CONSUMER NICHE EMAILS
58
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Topic Eco Art Eco Dining Water
Sports
Water
Sports Family Water
Sports Dining Art
Quantity Distributed 1,573 1,937 1,547 2,262 2,049 2,045 2,343 2,190 X 2,754 18,700
Open Rate 32.73%33.09%32.14%33.29%32.04%30.63%31.65%33.7%X 31.79%32.33%
Click-Thru-Rate 21.26%16.22%22.52%20.83%15.49%17.04%15.8%12.16%X 15.95%17.48%
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 87,262 87,282 87,282 87,282 87,282 87,282 87,282 87,282 X 200,000 898,236
Open Rate 16%14.2%15.4%15.4%14.7%14.3%15.9%14.3%X 16.4%15.13%
Click-Thru-Rate 2.1%1.7%1.9%2.0%1.8%1.6%2.2%1.8%X 2.2%1.89%
PAID RESULTS
31.79%
OPEN RATE
15.95%
CTR
Monthly Performance:
This e-scape did better than any other this year on our paid lists.
Winning Subject Line: Your invitation to “Celebrate the Arts” with us in Paradise.
Link With Most Clicks: Old Florida Festival Nov 18–19.
18.25% of all clicks
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PARADISE
PARADISEADV.COM
MEETINGS EMAILS
59
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 5,996 5,938 5,851 5,786 5,752 5,701 5,646 5,585 X 6,175 52,430
Open Rate 16.38%16.29%15.38%14.41%14.81%14.79%14.11%14.74%X 13.16%14.9%
Click-Thru-Rate 2.69%6.52%4.74%3.21%4.76%3.26%4.25%3.99%X 3.64%4.11%
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 49,964 150,000 150,000 12,261 200,000 150,000 14,755 138,668 X 91,978 957,626
Open Rate 15.2%14.8%15.6%14.1%15.3%13.7%14.5%14.1%X 15.8%14.79%
Click-Thru-Rate 1.9%1.8%2%1.9%1.8%1.8%1.7%1.9%X 1.9%1.86%
PAID RESULTS
13.16%
OPEN RATE
3.64%
CTR
Monthly Performance:
Winning Subject Line: The remedy for the average meeting? Paradise.
Link With Most Clicks: Return To Paradise At JW Marriott Marco Island Beach Resort.
11.29% of all clicks
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PARADISE
PARADISEADV.COM
103K
SOCIAL MEDIA
TOTAL ENGAGEMENTSTOTAL IMPRESSIONS TOTAL FOLLOWERS
RESULTS DELIVERED
8M 47K
*January –June: KPIs are cumulative for all Paradise Coast Twitter handles only
*July –December: KPIs are cumulative for all Paradise Coast social media accounts: (3) Twitter handles, Facebook and Instagram
60
KPI JAN FEB MAR APR MAY JUN JUL*AUG*SEP*OCT NOV DEC TOTAL
Impressions 85,388 64,932 70,173 82,887 108,380 100,037 1,566,985 1,750,565 567,813 3,643,460 8,040,620
New Followers 177 66 118 139 113 85 766 1,044 705 1,831 5,044
Engagements 1,792 1,205 1,747 1,814 3,729 2,807 14,490 27,392 15,167 33,332 103,475
Link Clicks 103 79 112 74 90 73 7,130 4,949 916 18,489 32,015
Retweets 142 105 130 128 182 159 161 169 159 198 1,533
Mentions 252 215 285 387 190 262 198 191 152 244 2,376
Avg. Interaction
per Post
(Instagram)
------105.5 101.1 138.7 119.29 116
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SOCIAL MEDIA: TWITTER
61
TWITTER
Impressions: 7,634
Media Views: 1,821
Total Engagements:159
TWITTER
Impressions: 6,515
Media Views:1,116
Total Engagements:146
TWITTER
Impressions: 7,644
Media Views:1,618
Total Engagements:146
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SOCIAL MEDIA: FACEBOOK + INSTAGRAM
62
INSTAGRAM
Likes: 277
Comments:1
FACEBOOK
Reach: 36,493
Total Video Views: 13,998
Total Engagements: 2,149
FACEBOOK
Reach: 19,550
Total Video Views: 6,732
Total Engagements: 871
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SOCIAL MEDIA: PAID FACEBOOK
63
–
November. This action-packed video reached 13,120 people and garnered 1,475 engagements in addition to
8,383 video views. The image in the middle was in promotion for the Annual Stone Crab Festival. This ad
reached 31,748 people and garnered 817 link clicks.
FACEBOOK
Reach: 13,120
Total Engagements: 1,475
Total Ad Spend: $300.00
FACEBOOK
Reach: 56,598
Total Engagements: 10,323
Total Ad Spend:$500.00
FACEBOOK
Reach: 31,748
Total Link Clicks: 817
Total Ad Spend:$300.00
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SOCIAL MEDIA: PINTEREST
4,790 484,145 2,249 664
AVG. DAILY IMPRESSIONS TOTAL VIEWERS TOTAL FOLLOWERSTOTAL PINS
RESULTS DELIVERED
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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 2,203 3,266 4,982 3,035 4,785 4,790 4,790
Viewers
(monthly avg)
14,843 20,060 33,312 41,638 36,176 44,952 82,380 69,330 66,815 74,639 484,145
Engaged
(monthly)
240 267 504 2,031 1,968 2,688 4,082 3.555 2,942 3,044 21,321
Total Pins 1,638 1,721 1,848 1,884 1,983 2,059 2,105 2,148 2,167 2,249 2,249
Followers 538 552 591 603 611 634 643 655 656 664 664
–
Once Upon a Moran Blog, and Fun in the Sun at Marco Island: Up and Running After Hurricane Irma –Money Savvy Living. In addition, we pinned restaurant
announcement articles from Naples Daily News including articles about Timeless and Kitchen, new restaurants to the Paradise Coast dining scene.
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CAMPAIGN TRAFFIC
Monthly Performance
Number one source of campaign traffic for the month of October was email blast.
39,587
USERS
47,160
SESSIONS
RESULTS DELIVERED
74,527
PAGEVIEWS
72.40 %
BOUNCE RATE
65
PAGES / SESSIONS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Users 25,912 52,255 36,045 23,720 33,772 27,805 35,154 27,945 2,981 39,587 305,176
Sessions 29,006 60,890 39,772 26,220 38,319 34,645 44,673 38,045 4,369 47,160 363,099
Pageviews 44,213 86,672 61,074 46,031 57,666 51,059 59,689 47,993 5,275 74,527 534,199
Bounce Rate 75.65%77.70%75.18%61.86%73.44%73.32%80.81%68.76%84.21%72.40%73.47%
Pages / Session 1.52 1.42 1.54 1.76 1.5 1.47 1.34 1.70 1.21 1.58 1.53
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CAMPAIGN SUMMARY
ANALYSIS
Across all campaigns, Naples advertising generated over 12 million impressions and 19,000+ clicks.
All digital campaigns performed above the industry benchmark of .05% -.10% click-through rate*.
RESULTS DELIVERED
* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns.
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Campaign Approx. Reach
Average
Frequency
Crisis Management FY18 -Irma 9,236,676 1.25
Stone Crab Festival FY18 1,026,156 1.19
Row Labels Impressions Clicks CTR
Crisis Management FY18 -Irma 11,589,487 18,346 0.16%
Display 8,379,167 14,050 0.17%
Video 3,210,320 4,296 0.13%
Stone Crab Festival FY18 1,223,657 1,584 0.13%
Display 702,712 1,021 0.15%
Video 520,945 563 0.11%
Grand Total 12,813,144 19,930 0.16%
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CAMPAIGN DELIVERY –DISPLAY
ANALYSIS
Display campaigns generated over 9 million impressions and over 15,000 clicks. All display campaigns performed at or
above the industry benchmark of .05% -.10% click-through rate.
RESULTS DELIVERED
* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns.
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Row Labels Impressions Clicks CTR
Display
Crisis Management FY18 -Irma 8,379,167 14,050 0.17%
Adara 1,251,955 742 0.06%
Choozle 3,477,943 6,114 0.18%
Miami Herald 2,012,325 3,269 0.16%
Tampa Bay Times 1,636,944 3,925 0.24%
Stone Crab Festival FY18 702,712 1,021 0.15%
Choozle 702,712 1,021 0.15%
Grand Total 9,081,879 15,071 0.17%
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CAMPAIGN DELIVERY –VIDEO
ANALYSIS
Video campaigns delivered over 3.5 million impressions with over 2.5 million completions, resulting in an overall
completion rate of 71.96%.
RESULTS DELIVERED
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Row Labels Impressions Clicks Completions Completion Rate
Video
Crisis Management FY18 -Irma 3,210,320 4,296 2,266,186 71.13%
Adara 1,727,743 572 1,151,140 66.78%
Choozle 1,423,053 2,415 1,070,953 76.35%
Tampa Bay Times 59,524 1,309 44,093 74.22%
Stone Crab Festival FY18 520,945 563 394,725 72.23%
Choozle 520,945 563 394,752 72.23%
Grand Total 3,731,261 4,859 2,660,938 71.96%
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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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Website Measurement Dashboard
October 2017
•ACTIVITY: Month over month, visits fell slightly (-7%) but pageviews rose significantly (+27%). Year over year, visits jumped 57%.
Year to date, visits are tracking 22% ahead of last year.
•ENGAGEMENT: Bounce rates rose significantly month over month, likely related to a surge in campaign traffic. Year over year,
time on site fell 15% and the total bounce rate increased only slightly (3%).
•TRAFFIC SOURCES: With campaigns restarting in October following Hurricane Irma, campaign traffic was the dominant source,
driving more than 60,000 visits (58% of all site traffic). Organic traffic was the second largest source, driving nearly 32,000 visits
(30% of all site traffic).
•MOBILE: 67% of all site traffic came from mobile devices (mobile phones and tablets).
•SIGNALS OF INTENT TO TRAVEL: With the storm no longer being a focus, conversion activity rebounded in October. Month over
month, all tracked goals improved significantly –total conversions averaged a 158% increase. Year over year conversions were also
strong. Guide orders were essentially static (-1%) but all other goals saw significant improvement.
•MOST VIEWED PAGES: The top five pages were: (1) Homepage, (2) Stone Crab Festival profile page, (3) Events grid landing page,
(4) Newsletter sign-up form page, (5) Major Annual Events editorial page
•TOP MARKETS: The top five state markets in terms of activity were: Florida, New York, Illinois, Georgia and Pennsylvania. The vast
increase in traffic to North Dakota is from a "direct-list" email campaign. The top five metro area markets were almost all Florida-
based: Naples/Fort Myers, Miami-Ft. Lauderdale, New York, Tampa-St. Pete and Orlando-Daytona.
•INTERNATIONAL SITES:
oUK –MoM, visits fell 53% and the bounce rate rose from 27% to 72.5%. YoY, visits climbed 13% and engagement metrics didn’t
shift significantly.
oGERMANY –MoM, visits rose 24%, pageviews rose 40%, time on site increased 32% and the bounce rate didn’t shift significantly.
YoY, visits fell 18% and engagement saw mixed (and not highly significant)results.
oBRAZIL –MoM, visits rose 30% and pageviews rose 71% while time on site and bounce rate essentially held steady. YoY, visits and
pageviews dropped significantly (-63% and -57%, respectively) while time on site and bounce rate saw only minimal changes.
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Website Measurement Dashboard
October 2017
Activity Current LM %ch LY %ch YTD %ch Engagement Current LM %ch LY %ch
Visits 104,252 112,402 -
7%
66,574 57%921,751 22%Avg. Time on Site 01:12 01:1
4
-2%01:
24
-15%
Page Views 195,210 154,286 27
%
136,633 43%1,699,090 9%Bounce Rate (Total )66.9%42.0
%
59%65.1
%
3%
Unique Visitors 89,183 98,276 -
9%
57,892 54%761,286 24%Bounce Rate (Homepage )76.0%44.5
%
71%56.0
%
36%ActivityVisualization YTD Activity
2
5
0
,
0
0
0
2
0
0
,
0
0
0
1
5
0
,
0
0
0
1
0
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0
0
0
5
0,
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8
0
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0
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Website Measurement Dashboard
October 2017
Sources of Traffic
Source /Medium Visits Bounce Rate
google /organic 29,943 59.0%
Direct-lists /Email 26,708 64.4%
Facebook /Social 8,547 79.5%
(direct) /(none)7,184 61.5%
Facebook /Display 5,516 77.0%
Paradise-Digital-Advertising /Display 4,368 85.4%
direct-lists /email 3,347 47.0%
Facebook / (not set)2,714 81.8%
Paradise-Digital-Advertising /Video 2,048 96.7%
TampaBay.com /Display 1,693 81.7%
m.facebook.com /referral 1,137 76.4%
twitter /social 1,087 75.9%
Traffic by Medium
7% 5%
campaigns
organic
30%
58%(none)
referral
Medium Visits Bounce Rate
campaigns 60,604 72.2%
organic 31,903 58.6%
(none)7,184 61.5%
referral 4,560 63.5%
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
Traffic by Medium over Time
140000
120000
100000
80000
60000
40000
20000
0
10/1/201511/1/201512/1/20151/1/20162/1/20163/1/20164/1/20165/1/20166/1/20167/1/20168/1/20169/1/201610/1/201611/1/201612/1/20161/1/20172/1/20173/1/20174/1/20175/1/20176/1/20177/1/20178/1/20179/1/201710/1/2017Direct/None Referral Organic Campaigns
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Most-Viewed Pages
Website Measurement Dashboard
October 2017
Signals of Intent to Travel
Goal Completion Rate (Total SITs/Pageviews)
LM LY
7.36%3.61%5.71%
Instances LM %ch LY %ch
Guide Orders 440 202 118%445 -1%
NewsletterSignup 128 54 137%112 14%
Deals Page Views 3,304 1,027 222%1,871 77%
Hotels & Rentals Listings Views 5,122 2,662 92%3,389 51%
eBook Views 356 147 142%301 18%
BookDirect Widget Searches 3,911 922 324%1,046 274%
BookDirectClick-Throughs 1,115 553 102%643 73%
Total 14,376 5,567 158%7,807 84%
Pageviews Bounce Rate
/35,642 76%
/listings/events/profile/stone-crab-festival 16,903 72%
/listings/events 9,330 31%
/newsletter 6,668 72%
/major_annual_events 5,152 38%
/guide 4,222 56%
/listings/events/profile/pro-watercross-world-cha 3,282 72%
/lodgings 2,985 23%
/?http://www.paradisecoast.com?utm_medium=S 2,952 82%
/listings/hotels_and_rentals 2,876 70%
/articles/celebrities_find_their_own_paradise_in_2,623 84%
/articles/paradise_coast_webcams 2,508 23%
/listings/events/profile/cme-group-tour-champion 2,498 69%
Traffic by Device Category
14%
mob
ile
desk
top
33%53%
tablet
Visits Pgs./Visit Bounce Rate Time on Site
mobile 54,602 1.43 79.2%00:38
desktop 34,719 2.59 46.3%02:05
tablet 14,931 1.98 65.2%01:23
2017-10-012017-10-022017-10-032017-10-042017-10-052017-10-062017-10-072017-10-082017-10-092017-10-102017-10-112017-10-122017-10-132017-10-142017-10-152017-10-162017-10-172017-10-182017-10-192017-10-202017-10-212017-10-222017-10-232017-10-242017-10-252017-10-262017-10-272017-10-282017-10-292017-10-302017-10-31Visits by Day
12000
10000
8000
6000
4000
2000
0
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Website Measurement Dashboard
October 2017
Referring Domains
Visits Bounce Rate
m.facebook.com /referral 1,137 76.4%
fbunc.com /referral 598 77.1%
stonecrabfestival.com /referral 219 41.6%
cityofmarcoisland.com /referral 217 43.8%
colliergov.net /referral 201 46.8%
honeymoons.com /referral 199 55.3%
facebook.com /referral 182 61.5%
l.facebook.com /referral 172 82.0%
southernliving.com /referral 102 66.7%
visitflorida.com /referral 99 42.4%
lm.facebook.com /referral 91 53.9%
nhgcc.com /referral 80 76.3%
duckduckgo.com /referral 66 63.6%
Visits By Geography
State Visits LM %ch LY %ch
Florida 44,647 14,237 214%35,858 25%
New York 7,511 6,932 8%2,785 170%
Illinois 4,971 6,534 -24%2,005 148%
Georgia 4,088 2,945 39%1,212 237%
Pennsylvania 4,041 3,857 5%1,236 227%
New Jersey 3,778 3,992 -5%1,357 178%
Massachusetts 3,184 4,227 -25%1,107 188%
North Dakota 2,966 110 2596%36 8139%
Ohio 1,971 4,503 -56%1,073 84%
District of Columbia 1,576 830 90%495 218%
Minnesota 1,342 2,121 -37%571 135%
Visits By Geography
Metro Area Visits LM %ch LY %ch
Ft. Myers-Naples FL 12,797 4,573 180%13,922 -8%
Miami-Ft. Lauderdale FL 10,900 2,039 435%8,957 22%
New York NY 10,021 8,393 19%3,422 193%
Tampa-St. Petersburg (Sarasota)FL 9,253 3,104 198%7,008 32%
Orlando-Daytona Beach-Melbourne FL 8,105 2,951 175%4,007 102%
Chicago IL 4,812 5,858 -18%1,840 162%
Philadelphia PA 4,362 2,686 62%1,047 317%
Atlanta GA 3,778 2,524 50%1,078 250%
Boston MA-ManchesterNH 3,408 4,527 -25%1,091 212%
Washington DC (Hagerstown MD)3,022 2,306 31%968 212%
West Palm Beach-Ft. Pierce FL 2,585 551 369%1,462 77%
Fargo-Valley City ND 1,964 124 1484%42 4576%
Minot-Bismarck-Dickinson(Williston)ND 1,307 37 3432%16 8069%
Visits By Geography (Visits to U.S.Site)
Country Visits LM %ch LY %ch
United States 94,586 89,072 6%59,748 58%
UnitedKingdom 3,086 5,671 -46%1,911 61%
Canada 1,805 5,558 -68%1,594 13%
Germany 896 4,353 -79%764 17%
India 337 133 153%80 321%
Brazil 249 328 -24%504 -51%
Sweden 155 661 -77%156 -1%
Argentina 151 363 -58%129 17%
France 138 568 -76%88 57%
Italy 130 355 -63%107 21%
Switzerland 126 716 -82%117 8%
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Website Measurement Dashboard
October 2017
Browsers (all device types)
Visits LM %chg LY %chg
Chrome 27,871 39,579 -30%26,487 5%
Safari 26,232 52,177 -50%21,135 24%
Android Webview 15,525 1,306 1089%0 100%
Safari (in-app)14,619 1,691 765%9,943 47%
Internet Explorer 7,697 5,461 41%4,321 100%
Firefox 4,629 5,410 -14%2,625 76%
Samsung Internet 2,191 2,842 -23%0 100%
Edge 2,188 2,760 -21%968 100%
Mozilla Compatible Agent 1,563 105 1389%3 52000%
AndroidBrowser 889 271 228%702 27%
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Website Measurement Dashboard
October 2017
Campaigns
Name Visits LM %chg Pgs/Visit Bounce Rate Time on Site
discoveryourparadise 27,078 163 16512%1.81 65.8%01:09
crisis-management-fy18-irma 21,011 0 100%1.28 82.5%00:26
stone-crab-festival 6,474 0 100%1.28 78.4%00:22
meetinparadise 2,978 10 29680%2.75 32.1%02:35
brand-usa_in-market_uk_fall2017 1,278 2 63800%1.13 91.2%00:29
discover your paradise 1,088 85 1180%1.46 75.9%00:34
spring-summer-fy17 337 5,243 -94%1.23 89.6%00:36
meetings 220 439 -50%1.15 86.4%00:32
discover your paradise -spring 2015 20 12 67%1.85 15.0%00:01
winter-fy17 14 30 -53%1.00 100.0%00:00
springsummer2016 12 12 0%1.25 83.3%00:30
golf landing 10 53 -81%2.60 0.0%02:44
brand-usa_in-market_brazil_2017 9 10 -10%1.11 88.9%00:18
october newsletter 2017 9 0 100%4.56 33.3%03:04
CAMPAIGN
RESP
60,604
TOTAL RESPONSES
ONSE
58%
OF TOTAL VISITS
6,107 23,033
LASTMONTH LAST YEAR
5%35%
OF TOTAL VISITS OF TOTAL VISITS
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Website Measurement Dashboard
October 2017
International Microsite Activity
UK LM %ch LY %ch
Visits 2,343 5,029 -53%2,078 13%
Pageviews 3,947 6,286 -37%3,882 2%
Time on Site 01:07 01:16 -12%01:10 -4%
Bounce Rate 72.5%27.1%168%69.0%5%
German LM %ch LY %ch
Visits 541 438 24%660 -18%
Pageviews 1,712 1,219 40%1,665 3%
Time on Site 02:01 01:32 32%02:20 -13%
Bounce Rate 58.4%59.6%-2%59.4%-2%
Brazil LM %ch LY %ch
Visits 180 138 30%484 -63%
Pageviews 490 287 71%1,128 -57%
Time on Site 02:13 02:14 -1%02:19 -4%
Bounce Rate 62.8%63.8%-2%61.0%3%
Visitation to U.S. Site -Domestic vs.International
LM %ch LY %ch
Domestic 94,586 89,17
5 6%59,748 58%
International 9,666 23,22
7 -58%6,826 42%
International Traffic over Time to U.S.Site
14000
12000
10000
8000
6000
4000
2000
0
Oct-15Nov-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-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-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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THANK YOU
Questions?
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DIRECTOR ACTIVITIES- Jack Wert- October- November 2017
PERIOD AT A GLANCE 2017
2016
Number of Advocacy Contacts 5
6
Number of Trade Show/Conferences 1
1
Number of Tourism Industry Events 5
5
Number of PR Interviews/Communications 3 4
3
Advocacy
• Meetings with concert promoters for Dec. 9 event
• Conference calls with Visit Florida, Florida Assoc of Destination Marketing Organizations on co-op opportunities
with Visit Florida and other providers
• Collier Lodging & Tourism Alliance Board Meeting on tourism issues
• Meetings on sports complex design and naming rights process
• Meetings with County Procurement on contract RFP solicitations
Trade Shows/Tourism Industry Conferences
• Attended World Travel Market in London. Met with 33 tour operators and hosted dinner for all UK based tour
operators.
Tourism Industry
• Post Hurricane Irma marketing plans implementations
• Follow up meetings with Fort Myers Airport Marketing team on Eurowings flights
• Conference Calls with Visit Florida for marketing co-op opportunities
• Marketing Plan presentation to BCC on Dec. 9 concert plans
• Hosted the 15th annual Tourism Star Awards at JW Marriott
Public Relations/Communications
• Presentation to Naples Leadership Masters Program
• Press interviews on Hurricane issues with Ft. Myers News Press, NBC-2 and WINK TV, Naples News and Bob
Harden Radio
• Collier New Hire Orientations on Tourism
Promotional Activities/Special Events
• Attended opening of Stone Crab Festival
• Attended several events for Pro Watercross event at Sugden Park
• Attended LPGA event at Tiburon.
• Attended Farm City BBQ
Promotional Activities 4
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GROUP MEETING SALES REPORT
Debi DeBenedetto – Group Sales & Marketing Manager
October 9, 2017 – November 9, 2017
PERIOD AT A GLANCE
2016 2017
Number of Meeting Planner
Contacts
286 shows and follow up
with calls, sites all – I
attended IMEX the largest
show in the industry
117 planner contacts at shows,
Rfps and sites and calls/emails
Number of Rfp’s leads sent
40 32 Rfp’s sent
Number of Groups booked
5 5 groups booked
Total Room Nights/Econ. Impact
for Period booked
1772 room nights
$853,241.97 estimated
Economic Impact
877 room nights booked
$419,815.99 estimated economic
impact
Number of RFP Enhancement
(RFPE) Requests
5 2 New requests
Number of RFPE’s to Contract
1 0 reported booked
Site Visits
1 4 planned will occur November
Number of Shows Attended 2
3 shows attended see report
below detail
Sales Activities this Period
• Lost this group - Granted a sponsorship for FSAE CEO retreat for Hilton Marco Island hosting
• Destination Florida Show in Miami rescheduled for Dec. 3-6, 2017 CVB will attend
• Attend Connect Medical – Cincinnati Nov. 24-26 – This was a new show first time event follow up complete
poorly scheduled. They had a good planner base and I met with 21 planners. Many of my appointments were
cancelled due to planner cancellations. The appointments I had were good and promising leads. I connected
with a booked group and assisted a site. Follow up complete, no Rfp’s yet.
• Attended Connect FSAE Association Market, Palm Coast Florida Nov. 1-3 - poorly scheduled and possibly poorly
timed. Late day appointments, planners were not talkative or forthright. I expected more from it, same old
planner data base and not good appointments. Will follow up. It was a chance to reconnect with planners I do
know and I did get some promises. One Rfp came in so far.
• Attended Luxury Meetings Summit Pittsburgh with a credit from past show. This show did not go as expected
from the Vendor but the gracious Omni William Penn sales staff assisted in a rescue and hosted a lunch and I
met with 10 excellent quality planners most of whom already do business in this area so I was able to build on
those relationships and destination progress. I will follow up and share leads.
• Put out an Rfp to Host Questex show for Travel Agents – it was declined by all and booked in West Palm Beach.
• Midwest representation contract signed and waiting BCC approval. Will meet with that team in market
November 28 to go over our plan.
• “Wellness Tourism Visionary Task Force” To meeting set for Nov. 16.
• Still rescheduling all Irma related site cancellations.
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• The CVB Group sales team is proud to announce we are a 4- time winner of Convention South Reader’s Choice
Award for 2017 (see attached logo) We will be featured in the upcoming issue.
• The CVB Group sales team is also proud to be a Smart Meetings 2017 Platinum award winner for the fourth time
as well. Features will be in the December issue.
• Agreed to participate with JW Marriott Beach Resort in 2018 to host a Fam for the Groups 360 Meeting planner
consortia.
• Completed a webinar on Meetings Security 10/19
• Completed a course assigned by deputy director “Dealing with Difficult People” while at a Connect show. Will
get CIC credit.
• Working on Thank you cards and calendars to send to my top 20 meeting Planner list this year. We are using
Clyde Butcher theme cards and calendars
• We joined the Cvent Rfp distribution membership Diamond level and I have been working on enhancing that
website for more exposure to the destination and CVB for increased Rfp’s. Contract began Nov. 1 and already
Rfp distribution is increased. I am still in process of loading photos and information as it is quite extensive.
• Completed an interview with Gary of Smart Meetings for an article they will feature us for in December.
• Appointments and plans working for Florida Encounter to be held Dec. 11-14 which will be my last show this
annual.
Sales Plan Goal Tracking
* I am on track with all tactics for 2018 plan.
* Updates to Trade show schedule to remove duplicate shows and shows we missed due to Midwest Rep contract
delays. Will replace with other quality shows.
* Proofing meeting ads and newsletters
* Will be training new sales admin job bank hire Adrienne Manley to start Nov. 13. She replaces Maria Power who took
the PR assistant position.
FAMS
HelmsBriscoe wellness Fam Rescheduled for May/June 2018 and confirmed - pending
Midwest Reps Fam and meetings scheduled for Winter 2018 – pending
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TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero – Travel Industry Sales Manager
October 10 – November 6, 2017
PERIOD AT A GLANCE
2016 2017
Number of Travel Agent Contacts
75 368
Number of Tour Operator Contacts
5 37
Number of FAM’s/Site Visits
2 0
Number Trade Shows Attended 1 4
Sales Mission 0 1
EVENTS RECAP
October 12-14, 2017 – Travel Industry Exchange
Location: New Orleans, LA
Trends/Comments: The show was revamped this year with great results. All the travel agents were hosted which made
for quality appointments. There weren’t as many agents in attendance as last year .but my appointments were
excellent. Most appointments are familiar with the area and send their clients to the Paradise Coast. Some wanted
attraction options to suggest to their clients. The Everglades and 10,000 islands continue to be a great draw in addition
to our pristine beaches, dining and shopping.
October 23 – October 26, 2017 – Sales Calls Trainings/presentations and events
Location: Santiago, Chile
Calls to: Tour Mundial – 2 separate presentations to their reservations and sales teams - 12 total
Tour Mundial is the tour operator for Copa Vacations.
Unimundo – Meeting to discuss itinerary possibilities with 3 of the team members responsible
For the USA product. Golf was of great interest and we will keep in touch to create a couple of
packages.
ADS Mundo – 2 waves or presentations to reservations and sales teams – 32 total
Ladevi Workshop – Ladevi put on a great workshop again this year. Well attended with quality agents and press. I
made some great contacts with agents that already send their people to our area. One woman brings group to Naples 6
times per year. Last group was October 27 – 31, 2017. She works directly with the Residence Inn for the rooms. Its’s
great to hear that we are now a destination for the Chilean market.
Copa Vacations Day – Copa has a flight that goes into Tampa which has opened up the west coast of Florida. This was
my first time attending this evening event. Agents either did not know where we were or were very familiar and have
been to the area. We need to continue to work this market to gain market share from St. Pete/Clearwater as they have
a great presence in Santiago with an in-market representative.
October 31, 2017 – La Feria Internacional de Turismo – FIT
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Location: Buenos Aires, Argentina
Trends/Comments: The Argentinean market is exploding in the Paradise Coast. There is much interest as people that
have been to Miami and Orlando many times explore different destinations – especially SW Florida. We had St.
Pete/Clearwater/Tampa Bally/Beaches of Fort Myers and Sanibel and Naples Marco Island represented. I was intervied
by Réport, M&E Mensajero Producciones, LADEVI and Viajando con Voz and did a live radio broadcast. I also
partnered with Palm Beach and hosted a lunch presentation with the top tour operators and press in Argentina. Glowing
comments on lunch and presentations as our customers learned more and more about our respective upscale destinations.
Golf is also a big draw and as of a result Palm Beach and I will work on hosting a Golf FAM in 2018.
Leisure Sales Plan Update
I am on target with the 2018 Leisure strategic plan. Attended all the tradeshows listed in the implementation schedule.
Registered and started the PDM course.
Working on a golf FAM which is part of my measurable objectives for 2018.
Currently working with Brazil team at the Festuris Tradeshow and meeting with regards to future actions in 2018.
FAMS
Dertouristik FAM arriving December 6-8, 2017.
We have just added a post Florida Huddle German FAM for Jan 12-13, 2017.
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SPORTS MARKETING – OCT-NOV 2017- Michael Obyc, Nikki King, Ed Caum
*Columbus Day Soccer Classic Rescheduled
*US Women’s Mid-Amateur Golf Championship Cancelled
*USSSA Naples Fall Classic Cancelled
*ITF Super Senior Golf Tournament Cancelled
*ITF Senior Golf Tournament Cancelled
*Alligator Alley Lacrosse Cancelled
USTA National Women’s Mother Daughter Golf
Event Impact Report
Direct Impact $132,256
Economic Impact $186,171
Room Nights 267
TDC Funding $2200
Acquisition Cost $8.24
Total Local Tax ROI $1,250
TDT $1,734
Fall Junior Soccer Classic
Event Impact Report
Direct Impact $206,848
Economic Impact $297,658
Room Nights 33
TDC Funding $4700
Acquisition Cost $142.42
Total Local Tax ROI ($1,743)
TDT $213
2017 October – Total Event Impact
Number of Events 2
Direct Impact $339,104
Economic Impact $483,829
Room Nights 300
TDC Funding $6,900
Average Acquisition Cost $75.34
Total Local Tax ROI ($493.00)
TDT $1,947
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Development Activities this Period - Michael Obyc
• Attended Meeting for the CVB Media Guide
• Walked through County Parks to assess damage from Hurricane Irma for future events
• Attended a walk-through at Sugden Park to assess needs for Pro Watercross
• Attended the Tourism staff meeting
• Hosted conference calls with Football University for event items
• Met with Sanchez-Casal Academy
• Attended Pro Watercross event
• Attended Teams Conference
Development Activities this Period - Nicole King
• Four on-site meeting with Parks & Recreation Team Preparing for the Pro Watercross World Championships post
IRMA
• On-site visitation at Pro Watercross/Motosurf and Hyrdoflight
• Attend Pro Watercross throughout event to push out social media posts
• Continued FBU operational support
• Worked closely with CCPS on venue support for FBU
• Attended FBU Weekly Conference Calls
• Attended Monthly Parks & Recreation Meeting
• Attended Parks & Recreation Meeting regarding IRMA recovery
• Met with Sanchez Casal to discuss 2018 opportunities
• Met with Survivor Games
• Conference call with Red Bull Paddleboard
• Attended the 4S Summit in Detroit for CSEE Training
• Attended NASC Social Media Training
• Attended the FBU Sports Council Event Committee Meeting
• Scheduled Operational Conference calls with CVB, Upcoming Promoters and Parks & Rec Team
Development Activities this Period - Ed Caum
• Multiple Meetings/Conf. Calls with FBU
• Sports Complex Meetings, Naming Rights (X4), Hunden Contract (X2, Complex Questions Developed
• Multiple Meeting with Parks and Rec – Sugden/NCRP Recovery
• Meeting with Travel Weekly
• Wellness Meeting – Blue Zone
• Brand USA Planning Meeting Awesome Florida Road Trips
• Briefed County Manager on Naming Rights Process/Possibilities
• Hurricane Irma After Action Report Interview
• Phone Interviews Meeting/Sales Assistant
• Destination Video Simone Jardem – ENRP
• Pro Watercross Walk thorough Sugden Regional Park
• CAT – Beach Route Marketing Meeting
• Artificial Turf Design Meeting x 2
• In Person Interviews Meeting/Sales Assistant
• WED EOC Webinar – Wrap up
• Sports Council Executive Task Force Meeting
• East Naples Community Park – Pickleball Design Meeting
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• Paradise Coast TV Meeting/Sports/Hospitality
• Naples is Rockin’ Planning Meeting X 3
• Stone Crab Festival Meetings X 3
• Naples/Marco Island Golf Guide Meeting
• Attended HydroFlight. Pro Water Cross, Moto Surf Competitions
• Parks and Recreation Master Plan Meeting
• Sports Council General Membership Meeting
• Attended the QBE Press Conference
• Attended TMS Family Travel Conference
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Future Project Highlights
Production/Lead Highlights
NOVEMBER 2017
PARADISE COAST FILM OFFICE
PERIOD AT
A GLANCE
This Year Last Year Spending Estimate New or Repeat
Productions 3 6 $418K New
Working
Leads
4 12
Meetings
Attended
1 2
Events/
Tradeshows
0 1
Media
Assisted
1 1
Location
Scouts
1 1
• Red Bull Energy Drink – Hundred Films Production filmed
extensively for a social media campaign on Cape Romano and in
Rookery Bay Reserve. The crew filmed on both water and land for
their “Wings For Every Taste” production.
• White House/Black Market – the upscale clothing retailer did an extensive scout of the area for its
upcoming catalogue and on-line campaign. The company has over 450 stores whose hallmark is featuring
black, white and iterations of the two shades for the female customer 35 and older.
• Brand USA – will be returning to our area to include Naples/Marco Island/Everglades in a
promotion entitled, “ Florida’s Awesome Road Trips.” The shoot will take place in early 2018.
• SON Studios – the company began principal photography for their pilot,
“The Neapolitan” filming exclusively in Collier County. The production
hired 49 talent and crew, leased 46 houses and 30 RV’s along with filling
216 room nights.
• Documentary – WNPT/Nashville public broadcasting, filmed several days in our
area covering a post-Hurricane Irma story on recovery efforts and clean up
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PUBLIC RELATIONS & COMMUNICATIONS REPORT
October 2017- JoNell Modys
PERIOD AT A GLANCE
Number of Media Submissions from CVB PR - 502
• 42 – Direct submissions
• 460 – Local News Release distributions
Number of Journalists Hosted in Destination – 3
• Scott Eddy, @MrScottEddy
• Dalia Colon, VISIT FLORIDA
• Maurice Rivenbank, VISIT FLORIDA
Planning for November
• Gofeminin.de
• Primemater (German tour operator video)
• Yong Sisters
• Beach dining Instament
Number of News Releases Written and/or Issued
by CVB - 5
October – News Releases
• Paradise Coast is Clear for Meetings
• Naples Among Happiest Cities in US – National
Geographic
• Pro Watercross events Media Alert
• What’s New & Destination News – for World
Travel Market Flash Drives
• Update Destination Fact Sheet
Publicity Highlights
(not included in agency reporting)
October
Facebook Live Broadcasts
• Oct. 3 – Facebook Live at Naples Botanical
Garden
• Oct. 4 – Facebook Live from the Dolphin
Explorer…dolphins
• Oct. 4 – Facebook Live from the Dolphin
Explorer – all about whelk shells
• Oct. 4 – Facebook Live from JW Marriott
Marco Island with GM, senior boat captain,
Dianna from chamber
• Oct. 9 – Facebook Live from Tin City re-
opening with Gov. Scott
• Oct 9 – Facebook Live from Pinchers at Tin City
• Oct. 12 – Facebook Live 5th Avenue South –
Preview ‘Survivor Irma’ themed Evening on 5th
Event that night
• Oct. 14 – Facebook Live from Naples Zoo Re-
Opening
• Oct. 26 – Participate in Visit Florida Facebook
Live from Naples Beach
• Oct. 26 – Facebook Live Film Fest
• Oct. 27 – Facebook Live Stone Crab Fest
• Oct. 29 – Facebook Live Pro Watercross
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• Facebook Live – QBE Greg Norman
Publicity
• Vandifair.com – Naples Florida Travel Guide.
Great coverage resulting from Aug. press trip
• Coverage of National Geographic ranking –
Happiest Cities in US
• FVW (Germany) Naples Arts
• FVW (Germany) Post Irma update
• Tampa Bay Times – Naples a dining destination
worth visiting
Top Staff Projects – J. Modys
• Daily destination research, updates to
Hurricane Irma Recovery Info web page
• 145 Updates, additions to website events,
articles, deals by Maria & JoNell
• Planning, pre-production and scheduling for
series of Facebook Live broadcasts beginning
October 3
• Visitor guide meetings
• Wellness effort planning meeting
• Edits, updates, rewrites for all editorial pages
of 2018 visitor guide
• Updates to VG descriptions in web data engine
for multiple attraction accounts
• Sort raw video, log time codes, choose
soundbites for video testimonials for Tourism
Awards
• Edits, corrections for Gulf Coast Brew Map
• Web analytics meeting
• Rewrite VG & Website Listing Info letter to
partners
• Assist ad agency with local contacts for drone
aerial video
• Coordination for TMS Family Travel
Conference
• FL Outdoor Writers Assoc. board meeting
• Presentation (as FL SEE board member) to
CROW on Sanibel on accreditation by FL SEE
• Plan FY 2018 travel
• Beach Bus marketing coordination meetings
with CAT
• Concierge event
• Naples is Rockin’ concert meeting
• Greg Norman/QBE Press Conference
• IMM NYC Media Marketplace registration
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DIAMONDE- EUROPE
October Activity
TOUR OPERATOR ACCOUNTS
Key Accounts
Tour Operator Achievement Cost
CANUSA We have secured and confirmed our joint marketing
campaign for 2017/18. The campaign consists of 3
parts: Content package to promote new NAP routes
via newsletter and banner. The second will be a
promotion package to promote the new content via
popular online magazines and the third part is the
distribution via the CANUSA social media channels.
Campaign duration Feb- April 2018.
We have achieved that CANUSA has posted a NAP
Instagram post about the Everglades on October 9,
2017 FOC.
USD 5,000
Swiss Accounts
Tour Operator Achievement Cost
Kuoni Secured and confirmed participation at Kuoni B2B
event, a retail product news and networking TA
workshop, taking place in Switzerland.
We will use the synergies and share a gold package
workshop with AMresorts another client of the
DiaMonde portfolio this reduced the cost immensely.
The workshop will include a separate workshop room
with presentation time of 15 min to small travel agent
groups and will give us an excellent opportunity to
present NAP to the participants on January 11th, 2017.
CHF 4,000
TUI CH We achieved NAP brochure distribution at the
opening event of the 71th TUI travel agency in the
biggest shopping mall in Switzerland. The duration of
the event is 3 days, starting on November 9th, 2017 and
other partners like the airline Edelweiss and Aventura
Mall will be participating too. This opportunity is
completely FOC.
FOC
Benelux Accounts
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Tour Operator Achievement Cost
Exclusive Destinations We have held a training in their office near of Gent in
Belgium, which was very successful as the 2
participating agents haven’t been to NAP in a while
and appreciated the updates.
In addition to that we have held a product meeting.
The general booking situation to the US is quite stable.
Patricia the product and contracting manager stated
that their luxury clients are not into politics and don’t
mind the strong exchange rate. The only thing they
could see is a strong request for Canada in 2017.
Naples is doing well, it is the best-selling destination on
the west coast, send approx. 350 PAX to FL a year.
As the new strategy will focus on experiences in the
destinations, we have suggested several attractions
for the luxury client such as the yacht charter club and
boat rental at Naples Bay hotel, but also adventurous
experiences like Everglades Area Tours. We have
discussed to send NAP dedicated newsletters to
promote NAP as well as a potential luxury FAM with the
launch of the new USA only brochure in 2018, further
actions tbd.
Thomas Cook BE We have held a product meeting at the head office
in Gent with the product manager Stefanie Verveet.
The general booking situation is for all destinations a
bit down at the moment. The most booked
destinations in FL are Miami, Orlando and the west
coast. NAP is included in 2 fly drives out of 5 in the
brochure, which is 1 more than Fort Myers. They had
67 PAX for summer 2016 and 37 PAX in winter 16/17 to
NAP. The most booked properties in NAP are the Inn
on Fifth, Lemon Tree and the Naples Beach hotel. We
could accomplish that Thomas Cook will place news
“Paradise Coast is clear” on their internal platforms
such as TA newsletter and TA website platform.
We have also conducted a training to 5 members of
the sales team of whom only 1 has been to Florida
personally. The training was very much appreciated,
and they took many notes.
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USA Travel Consultants We have conducted a training in their office in Brussels
on October 19, 2017. We trained 5 agents. Only 2 of
them have been to Florida personally therefore the
training was very much appreciated, and many
questions were asked.
General Tours We have held a dinner product meeting with Gerald
Ponsard the USA product manager at General Tours in
Liege near their head office. General Tours is a TO
specialized in escorted tours and their main market is
Europe. The second main market is North America. The
FIT business is also going very well in the USA and
Florida, to NAP they sent 180 PAX in 2016, he didn’t
have numbers for 2017 yet. We discussed to include
NAP excursions like Everglades Area Tours and the
Dolphin Explorer to their offers and could also achieve
to have Naples named in the Florida fly-drive section
in the next published brochure in 2018.
Secondary Accounts
Tour Operator Achievement Cost
Explorer Fernreisen We have conducted a training in their head office in
Dusseldorf on October 24, 2017. We trained 4 agents.
Only 2 of them have been to Florida personally
therefore the training was very much appreciated.
In addition to this training we have held a training at
the Cologne sales office as well and trained 2 of the
team, non-of them has been to NAP personally. They
have asked many questions.
Boomerang We have comprehensively trained 1 agent in their
Cologne sales office on October 23th, 2017. The agent
was really interested. She was really interested in our
insider’s tip list and had a lot of questions.
Meso Reisen We have accomplished that the social media team of
Meso Reisen has included a one week of NAP posts
series posted on their Instagram page and Facebook
page 2-7 October 2017.
Golf Travel Network We have achieved that the CEO from GTN - Golf Travel
Network GmbH Matthias Gersch located in Hamburg,
wants to do site inspections and stay 2 nights in NAP in
January 2018.
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The Golf Tour Operator is specialized in B2B group golf
travels with golf pros. The TOG has around 7-12 group
trips to the USA a year and 80% is going to Florida,
which would be approx. 100 PAX a year. They do not
feature the south west coast yet and would love to get
to know it better as they are only selling what they
have personal experienced. They also work on their FIT
strategy and so far, South Africa has been a best seller,
but clients are looking for something new now and
Florida would be the perfect match. We have
requested rooms and await feedback.
TRAVEL AGENTS
Sales calls: Total of 75 personal visits to travel agents in Luxembourg, Vienna, Graz, Bratislava,
Basel, St. Gallen.
EVENTS
airtours Breakfast Presentation & Training
o Dates: 19.10.2017
o Cities: Graz, Austria
o Profile /Number of attendees: 18 travel agents. All attending agents were of highest
seniority with many years in the travel trade and great affinity for luxury travel. All
registered agents attended with no no-shows and interest, questions and general
feedback was excellent. All agents stayed until the very end (8.30-11.00 am).
o Feedback: Organized by airtours Austria (Claudia Janner), this event format is very
popular with Austrian agent for training purposes. DiaMonde was the only partner and
full 2 hours of training time was allowed during the breakfast presentation. Graz is the
second largest city in Austria after Vienna. Agents were extremely thankful for insight
and detailed information provided and a most entertaining presentation, giving them
the necessary tools and insider knowledge which they can use at their point of sales.
Expedia TAAP breakfast workshop
o Date: 24.10.2017
o City: Cologne, event held at Marriott Cologne
o Profile /Number of attendees: 8 travel agents from Cologne and surroundings
o Feedback: The event was promoted via travel industry media and press release
beforehand. Expedia TAAP which is the Expedia program for travel agents had
organized the breakfast seminar. In total we had 2 groups, due to sickness
notifications and no shows we have gone from 27 to 8 participants at the date. The
workshop was shared with Visit Orlando and Expedia themselves. The remaining
participants where very appreciative and asked a lot of questions during and after
the presentations. We have planned a second breakfast workshop, but will overthink
this event due to the small attendance.
VUSA Halloween Event
o Dates: 28.10.2016
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o City: Frankfurt, event held at Hilton Airport Hotel
o Visit USA members: total of 25 members were holding workshops. Out of FL, the
following partners shared a workshop with NAP: Florida Keys & Key West. Three more
workshops were held by FL partners: Visit Orlando, St Pete, SeaWorld, Fort Myers and
Visit Tampa Bay, new Smyrna Beach, Bradenton Area, Experience Kissimmee and
Amelia Island
o Profile /Number of attendees: 113 travel agents from all areas of Germany
o Feedback: The event was as in previous years an extremely professionally organized
event. The agents had to follow a total of 12 workshops from 10 am – 6 pm, they were
attentive until the last minute. Our workshop was shared with The Florida Keys and Key
West together we have created an interactive playful quiz presentation, where all our
different USPs were included and in addition to that we have informed the
participants about conditions on site after hurricane Irma and showed that Paradise
Coast is clear. We have received very positive feedback for this informative
presentation. About 70-80% of the agents are new to this event; the remainder are
repeaters who come every year as they are strong supporters of USA as a destination.
The Halloween evening event is taken very seriously, agents and presenters all came
disguised, professional make-up stations offered great scary make up and the
highlight of the evening was a show act sponsored by Las Vegas CVB. This whole
event gave us great opportunities for networking.
Registrations / Preparations
o Preparation for VUSA Halloween Event (Oct 2017)
o Preparation NAP newsletter (Oct 2017)
MARKETING
Type of Activity Details Cost
Eurowings As the media plan for the campaign with
Eurowings to promote the new flights to RSW,
has been confirmed in October. We have
supported Eurowings with NAP destination
info, such as texts and images for the planned
landing page on the Eurowings website which
is planned to be launched in November 2017.
NAP B2B & B2C
newsletter
Prepared and sent out the first newly
designed dedicated NAP newsletter
featuring “paradise coast is clear theme and
events happening in the next month” to 3,293
consumers, media contacts and travel
agents in DACH on October 30, 2017. The
opening rate was 15,5 % on the first day. 501
opened the newsletter and in total it was
opened 732 times in the first day. All in all, the
results of this new newsletter are great so far.
We will send an update of this report with the
next report. Please find screenshot of
newsletter attached.
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Facebook We have finally reached 10,000 fans on our
NAP Facebook page.
# posts: 12 #fans: 10,000
We had 3 very successful Facebook posts:
#1: 02.10.17 live images from Naples
beaches, reached 11,632 clients, 484
reactions and 391 likes.
#2: 16.10.2017 image Naples pier, reached
7,350 clients, 433 reactions and 326 likes.
#3: 12.10.2017 video of Naples beach,
reached 6,017 clients, 1,793 video clicks and
375 reactions and 250 likes.
Please find screenshot attached.
MEDIA / PR
Inclusion in travel magazines
o Fvw
We have secured that Holger Jacobs has reported about the conditions after
hurricane Irma in an article as well as he wrote an article about Naples art galleries
in the September 29th, 2017 edition of the fvw.
Press releases
o We have sent out a press release focusing on the conditions after hurricane Irma to
the media in DACH with assistance of PR agency Schirm Communications. The press
release was sent on October 26, 2017.
Press requests from journalists
o Antje Rössler
We could achieve that this free-lancing journalist reached out to us via our
newsletter. Mrs Rössler is requesting a PR FAM and will write on cultural and culinary
topics. The FAM would be in 2018. We are proofing the details.
o Simone Sever
We could achieve to support this free-lancing journalist with comprehensive
information on NAP’s family themes for a new family visitor guide which is now
updated from 2011. Await the final content.
PROJECTS
New design newsletter
We have comprehensively created and designed a new layout for the quarterly send out
NAP newsletter. The new newsletter will be filled with professional written stories, highlights in
the destination, attractions and events and will be send out to consumers, media and travel
agents. Please find layout attached.
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Proofreading VG Guide
We have translated parts of the updated German visitors guide and proofread all of it. It is
now being printed for distribution.
CONSUMER
Brochure fulfillment: 15 in total
HIGHLIGHTS IN NOVEMBER
TO Sales tour Netherlands, November 7-8, 2017
Tenzing Travel Workshop day, November 9, 2017
Tenzing Travel in-house training, November 9, 2017
TA Sales Calls greater Stuttgart, November 14-15, 2017
TA Sales Calls Frankfurt, November 15-16, 2017
TA Sales Calls greater Munich, November 21-23, 2017
Influencer Campaign, November 10-16, 2017
Gofeminin PR FAM, November 11-13, 2017
FAIRFLIGHT brochure distribution fair Dresden, November 25-26, 2017
Knecht Reisen Travel days, November 25-27, 2017
Brochure distribution VUSA AT, Photo & Aventure Fair, Nov 11-12, 2017
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Powered by
Monthly Report
October 2017
Brazil
MARKET INFORMATION
• According to a survey released by the Tourism Ministry, 65% of Brazilian consumers are prioritizing travelling by
plane again. This study was conducted in Belo Horizonte, Brasília, Porto Alegre, Recife, Rio de Janeiro, Salvador
and São Paulo – cities that represent 70% of all travelers in Brazil. The result obtained is the best one since 2014,
when a similar survey pointed out that 66.9% were aviation preferable travelers.
(http://www.panrotas.com.br/noticia-turismo/aviacao/2017/10/intencao-de-voar-tem-a-maior-alta-desde-
2014-no-brasil_150507.html?pesquisa).
• After two years of decreasing figures, the number of international flights started to rise once again. The study
conducted by Embratur demonstrated a 9.7% increase on international routes with 51.040 flights in October of
2017 – 49.656 flights were registered in the same month of 2016. North and South American destinations were
the major responsible factor for these increasing figures, with a 62% increase on operations trough the last 12
months. (http://www.mercadoeeventos.com.br/noticias/aviacao/oferta-de-voos-internacionais-cresce-97-no-
brasil-91-novas-frequencias-ate-dezembro/)
• A recent survey demonstrated expectations and perceptions of Brazilian public when travelling for business. The
results presented that 74% of interviewees consider that travelling for work is a great opportunity for experiencing
new cultures and growing professionally. More than half (56%) also stated that they are more successful when
business meetings have ‘bleisure’ (business + leisure) side to it. (http://www.panrotas.com.br/viagens-
corporativas/pesquisas-e-estatisticas/2017/10/veja-o-que-o-brasileiro-mais-valoriza-em-suas-viagens-a-
negocios_150536.html?pesquisa)
TRADE
Leisure Sales Calls / Meetings
Name Market Company Objective and Outcome Follow Up
Cláudio Júnior
diretoria@festivaljpa.com.br
PB
Festival do Turismo
Av. João Maurício,
1675 – Manaíra –
João Pessoa, PB
Phone: 5583 3245-
6856
Discussed promotion
opportunities for
Paradise Coast in
Paraíba state.
In talks for
evaluation of
‘Festival do
Turismo’
proposition.
AVIAREPS will
follow-up.
Fernando Nobre
fernando.nobre@rcaturismo.com.
br
BR
RCA Turismo – TO
Av. São Luiz, 50 –
Edifício Itália, 30th
floor – São
RCA has the idea of
planning a FAM to PC
in 2018. A training
session co-op was
suggested to be
Fernando will
follow-up
with
AVIAREPS to
continue
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Paulo/SP – 01046-
926 – Phone: 5511
3017-8700
organized at the
beginning of 2018.
developing
this project.
Iolanda Klaic
Iolanda@dialtour.com.br
RS
Dial Tour – TA
Rua Félix da Cunha,
737 - Floresta,
Porto Alegre - RS,
90570-001
Phone: 5551 3338-
3594
Contacted Ms. Klaic
for scheduling a
meeting during
Festuris Event, in
November.
Meeting
scheduled.
We will learn
more about
their agency
and US
products at
the trade
show.
Cesar Turlão
cesar.turlao@ancoradouro.com.br
BR
Ancoradouro – TO
Av. Dr. Liráucio
Gomes, 55 –
Campinas/SP -
13024-490
Phone: 5519
21373034
Discussed future
training session for
Travel Agents in
Ribeirão Preto.
Ancoradouro
will define the
date for the
next training
session when
the new
landing page
is online.
Nobuko Takahashi
nobuko@hanamihturismo.com.br
BR
Hanamih Turismo –
TA
Rua Alberto Faria,
187 – Suite 10 –
Campinas/SP –
13073-014 –
Phone: 5511 3368-
3660
Requested
information for
presenting PC as an
option for a group of
130 passengers
travelling to Florida in
2018.
Put them in
touch with
TOs that have
products and
negotiations
with hotels in
PC. Digital
collaterals
sent.
Paulo Biondo
paulo.biondo@agaxtur.com.br
BR
Agaxtur – TO
Av. Europa, 884 -
Jardim Europa, São
Paulo/SP - 01449-
000
Paulo scheduled four
training sessions that
will happen in
November.
3 sessions
were
confirmed for
Sorocaba (Nov
8th), Santos
(Nov 1st) and
Teka Kraemer
teka@inovetravel.com.br
RS
Inove Travel – TA
Rua 24 de Outubro,
1681 – suite 407 –
Porto Alegre, RS –
90510-003
Requested
information for
passengers visiting PC
in December.
Digital
Collaterals
sent.
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Phone: 5551 3019-
7999
Petterson Paiva
petteco@voopter.com
BR
Voopter
Av Rio Branco 26 sl
- Centro, Rio de
Janeiro - RJ, 20090-
001
Phone: 5521
96835-9595
Discussed Voopter’s
intention to promote
PC attractions in their
website.
João sent
Voopter PC
material and
kept contact
for further
actions or
needs.
Ricardo Bezerra
Ricardo.bezerra@voeazul.com.br
BR
Azul Viagens - TO
Av. Marcos
Penteado de U.
Rodrigues, 939 -
Barueri – São
Paulo/SP – 06460-
040
Phone: 5511 4134-
9800
Scheduled a training
session for the whole
call center team.
Training done
in partnership
with other
Florida
destinations.
Report on the
training due
soon by Azul.
Bruna Basile
Bruna.basile@55destinos.com
SP
55 Destinos – TO
Av. São Luis, 50 –
33th floor – São
Paulo, SP – 01046-
000
Phone: 5511 3217-
3823
Bruna is working on
product development
for PC destination.
Tatiana participated in
the Brand USA FAM
and is feeding the
system with the
products she
developed for PC.
We will
schedule a
training
session as
soon as 55
finishes with
their new
system.
Paulo Ferraro
Paulo@tradetours.com.br
BR
Trade Tours – TO
Avenida Ipiranga,
318 - Bloco B -
Promote the
destinations and its
highlights.
Digital
collaterals
sent.
Maristela Gomez
maristela@cinqtours.com.br
BR
CinqTours - TA
Av. Ibirapuera,
2907 – suite 618 –
Moema – São
Paulo, SP - 04029-
200
CinqTours is one of
the biggest Wedding
Destination travel
agencies. Scheduled a
meeting to verify
opportunities for PC.
We visited the agency
Maristela has
been pushing
for PC but it
takes a while,
since
Brazilians are
used to
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Phone: 5511 5093-
6305
a few months ago and
rekindled this
relationship to foment
wedding destination
groups to PC.
choosing the
Caribbean for
their
weddings.
Emerson Sanglard
esanglard@copaair.com
BR
Copa Airlines –
Airline
Av. Paulista, 1337 –
4th floor – São
Paulo, SP – 01311-
200
Phone: 5511 3055-
2673
Met with Mr. Sanglard
to discuss
opportunities for
future partnerships.
There is a
possibility of
Copa
sponsoring
our next FAM,
but we will
need further
meetings to
define if it will
happen.
Márcio Mura
Mura.stur@gmail.com
MS
Mura’s Tur – TA
Rua Coronel Quito,
173 – 1st floor,
suite 08 – Campo
Grande, MS -
79005-080
Phone: 5567 3305-
1730
Presenting the
destination to new
agencies operating on
a rising market –
center-west region of
Brazil.
Requested
specific
information
on Naples
attractions for
a client –
digital
collaterals and
specific info
sent.
Julia Mazzochi
Julia@menton.com.br
SC
Menton Viagens e
Turismo – TA
Rua Alves de Brito,
395 – Florianópolis,
SC – 88015-440
Phone: 5548 3025-
3334
Requested specific
information on Golf
and sport attractions
in PC.
Digital
collaterals
sent.
Elisangela Kulmann
elisangela@travelmix.com.br
RS
Travel Mix – TA
Av. Nossa Senhora
Medianeira, 1845 -
Santa Maria – RS -
97060-003
Phone: 5555 3222-
3322
Contacted Ms.
Kulmann for
scheduling a meeting
during Festuris Event,
in November.
Follow up and
digital
collaterals
sent as she
was not
available for a
meeting at
the trade
show.
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Ricardo Campos
ricardo@tradetours.com.br
BR
Trade Tours – TO
Avenida Ipiranga,
318 - Bloco B -
Conj. 1001 -
República, São
Paulo/SP - 01046-
010
Phone: 5581
99996.4115
The remaining
training sessions
scheduled for October
were conducted –
described on Training
Sessions section.
Ricardo
provided a
report on the
training co-op
with Trade
Tours.
Marta Ogata
sao@alfainter.com.br
SP
Alfainter - TA
Rua Américo de
Campos, 47 A – São
Paulo, SP - 01506-
010
Phone: 5511 2187-
8989
Alfainter is specialized
in organizing group
travels. Ms. Ogata
requested
information on Naples
attractions.
Digital
Collaterals
sent.
Tamar Finkelstein
mercatur@mercatur.com.br
RS
Mercatur Premium
– TA
Rua Dom Pedro II,
1240 – suíte 308 –
Porto Alegre, RS -
90550-141
Phone: 5551 3027-
8827
Requested
information on PC
shopping sites.
Digital
collaterals
sent.
Ana Zaia
anaverrone@terra.com.br
SP
Ana’s Turismo – TA
Rua Frei Caneca,
485 – suite 104B –
São Paulo, SP –
Ms. Zaia requested
info on PC attractions.
She will present PC as
an option for a family
Specific info
on shopping
sites and
digital.
Training
Name of
Company Market Number of
Staff Trained Training Follow Up
Azul Viagens BR
70 (Travel
agents
divided in
groups)
Promote Paradise Coast and educate the
trade in what the destination has to offer.
This training session
was conducted on a
‘Florida Destinations
day’ in partnership
with other FL
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destinations, in a
whole day of training
sessions at Azul HQ.
Trade Tours BR 8 Staff
members Promote Paradise Coast and educate the
trade in what the destination has to offer.
Training part training
schedule co-op. These
sessions completed
the training co-op
plan with Trade Tours
– following training
sessions conducted in
Campo Grande and
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Cuiabá in the month
of October and
reported previously.
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Trade Tours BR
20 Travel
Agents
Promote Paradise Coast and educate the
trade in what the destination has to offer.
Training part training
schedule co-op. These
sessions completed
the training co-op
plan with Trade Tours
– following training
sessions conducted in
Campo Grande and
Cuiabá in the month
of October and
reported previously.
Promotions (Joint Marketing Activities – JMA’s)
MEDIA RESULTS
Media Meetings
Name Publication/Media Market Objective & Meeting
Notes Follow Up
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Natalia Manczyk
Viaje Mais
(travel magazine)
BR
Lunch with Natalia to
strengthen the
relationship
Complete
Amanda Noventa
Amanda Viaja and
(travel website) O
Estado de São
Paulo (newspaper)
BR
Media call to discuss
about Black Friday
opportunities
Complete
Fred Marvila Sundaycooks
(travel blog) BR Shared the video about
the hurricane recover
Waiting for his response
about the post he is
holding about Naples
Carolina Maia Travelpedia (travel
website) BR
Media call to discuss
about the Craft Beer &
Fine Food Festival
Complete
Andrea Miramontes R7 – Viagem BR
Media call to discuss
about the Craft Beer &
Fine Food Festival
Complete
Tarcila Ferro Viajar pelo Mundo
(travel magazine) BR
Media call to discuss
about the Craft Beer &
Fine Food Festival
Complete
RESULTS
• Travel3
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• Travelpedia
• Diário do Rio Claro
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MEDIA LINKS
• Travel3
http://www.travel3.com.br/noticia.php?veja-os-melhores-momentos-do-1o-encontro-estados-unidos-orinter-16173
• Travelpedia
http://travelpedia.com.br/paradise-coast-o-paraiso-da-florida/
• Diário do Rio Claro
http://diariodorioclaro.com.br/2017/10/21/estados-unidos-paradise-coast-e-palm-beaches-destinos-alternativos-para-
as-compras-na-florida-15319/
MEDIA VALUE
Media Subject Date Media
Value
Circulation/
Pageviews
Travel3 Check the best moments of the 1st meeting
United States Orinter 10-04 13.744 6.666
Travelpedia Florida: Paradise Coast and its expanding marine
habitat 10-17 1.500 55.000
Diário do
Rio Claro
United States: Paradise Coast and Palm Beaches:
alternative destinations for shopping in Florida 10-21 TBC 10.500
Total USD 15.244 72.166
SOCIAL MEDIA
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Facebook Paradise Coast
Facebook address is www.facebook.com/paradisecoastbr = over 18,427 likes on the page.
**Zebra is on stand-by for the first payment to restart the investment in promoting the page
Promoting Stone Crab Festival
Post with video Post promoting the destination for families
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Prospect work for November
• Participation in Festuris Trade event, in Gramado-RS
• Agent training with Agaxtur in Santos – November 1st
• Agent training with Agaxtur in Campinas – November 6th
• Agent training with Agaxtur in Sorocaba – November 8th
• Brand USA Partners Lunch – November 16th
• Media calls to promote the Festival of the Trees
• Promotion of Craft Beer and Fine Food Festival
• Continue to spread the word about the situation after the storm and the ‘clean Paradise Coast’ press release
• Contact with media to update them about the press trip
• Review of the new map translated to Portuguese
• Media buy project for Panrotas destination guide
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MONTH/YEAR: OCTOBER 2017 PREPARED BY: UK & IRELAND OFFICE
HIGHLIGHT OF THE MONTH:
Strategic Planning for exhibiting at World Travel Market 2017, 5th – 8th November 2017, Excel
London
World Travel Market is the largest event of the calendar year for the UK & Ireland travel trade. Over the three
days, 6th-8th November, the travel industry comes together, as almost 5,000 exhibiting destinations,
technology and private sector companies come to London to find and network with 51,000 travel
professionals, key industry buyers, journalists, digital influencers, students and tourism
Ministers.
Throughout October we have targeted high end tour operators and media partners that will be crucial in
driving incremental business to our region. We’ve set up a complete schedule of meetings with valued partners
and new contacts with a view to expanding Paradise Coast product in the UK market and driving awareness of
the experiences. We have also been collaborating on appointments with local industry partner Wendy Cole,
Naples Beach Hotel & Golf Club, who will join us on the booth at WTM. We’ve been in regular contact with
Visit Florida, Visit USA Associations and Brand USA to ensure we maximise our presence with key partners and
attend relevant events.
We have finalised sponsorship of our annual showcase UK event – partnering with Visit Florida to co-
host a dinner for the Florida industry on the Monday night of WTM (6th November). The annual event is an
excellent opportunity to network and celebrate with major leading Florida partners.
MARKET UPDATE:
13 million Brits to take winter holidays as Christmas is ‘boring’
Nearly a fifth – 16% – of people surveyed said they would be looking to go on a warm winter holiday to avoid
unwanted evenings with their extended family during the festive period.
Discount provider MyVoucherCodes.co.uk quizzed 1,000 holidaymakers across the UK to get a better
understanding of how the British wish to spend the winter holiday period.
Tenerife (30%), Lanzarote (21%) and Florida (17%) are three most popular winter sun destinations for
British holidaymakers, with 7% saying they would go to Thailand or Morocco.
More bespoke holidays needed, says Virgin Holidays boss
The travel industry needs to do more to offer holidaymakers bespoke holidays, personalised to their individual
needs, according to the boss of Virgin Holidays.
The call from managing director Joe Tompson comes as research revealed that British travellers only really
start to get the most from a holiday at the age of 31. Experiences such as whale watching and helicopter rides
are among the activities those in their thirties are most interested in, along with cultural excursions such
museums and art galleries.
Brits taking more holidays per year
The average number of holidays taken per person per year has grown from 3.4 to 3.8, according to ABTA
research.
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This is the highest number of holidays taken per person in the last five years and almost equal to the 3.9
figure in 2011.
The average number of overseas holidays has bounced back to the 2015 figure of 1.7 per year, having
dropped to 1.4 in 2016.
Breaks in the UK have remained steady after a 'very successful' 2016
Aer Lingus adds Philadelphia as it continues transatlantic expansion
Aer Lingus has added a new route to Philadelphia from its hub in Dublin. The service will run four times
throughout summer 2018 with low introductory fares. It follows the airline’s investment in four new aircraft in
the last 24 months and adds to its existing transatlantic routes to Los Angeles, Newark, Hartford and Miami.
Summer 2018 will be the airline’s largest ever long haul programme, with 177,000 additional seats bringing
Aer Lingus’ total capacity to and from North America for 2018 to 2.75 million seats. Its transatlantic expansion
includes daily services to San Francisco and Los Angeles and twice daily flights to Chicago. Aer Lingus continue
to push onward connecting flights from the UK & Europe into the USA.
Southend to be connected to 11 North America routes via Dublin
From October 29th, the Flybe route will go three times daily from Southend to Dublin, where passengers
continuing on to North America can complete often-lengthy US pre-clearance security checks while in transit in
Ireland. The companies say this can save passengers two hours on arrival in the US.
Aer Lingus currently flies to 11 North American destinations: New York, Boston, Washington, Miami, Chicago,
Los Angeles, San Francisco, Orlando, Newark, Toronto, Hartford and Connecticut.
UPCOMING
EVENTS
DATE SPECIAL EVENT LOCATION
October/ November Preparation for World Travel Market Trade Show London
November 5th-8th World Travel Market, Trade Show London
November 6th Paradise Coast Annual Showcase Event, Co-sponsoring
with Visit Florida
London
November 28th Visit USA & Brand USA Thanksgiving Reception London
MARKETING/SALES/PROJECTS & ACTIVITIES:
Tour Operator and Media Outreach
In preparation for World Travel Market, we reached out to all relevant product managers and senior staff with
relevant tour operators who either specialise in the North American market or target the same market as
Florida’s Paradise Coast. We have also liaised with key media partners. We have set up over 20 meetings
across three days.
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The agenda for all meetings is to discuss opportunities for new Naples, Marco Island and Everglades product,
develop and expand existing products, marketing and promotional opportunities and new route development
with airlines.
Ocean Florida – Brochure Page
Ocean Holidays has sent well in excess of 250,000 holidaymakers overseas over the past 10 years and
comprises of 4 brands; Ocean Florida, Ocean Beds, Winged Boots and Ocean California. We are currently
working with them on finalising a Paradise Coast page in their upcoming brochure, supplying them with
content, logos and images.
German Golf Tour Operator
Received request from Matthias Gersch, Geschäftsführer. This high-end golf tour operator is travelling to
Florida for the PGA event & is keen to vist Paradise Coast. We had invited Matthias to the pre IAGTO fam but
he was unable to attend – so this is a direct follo up from our reach out to their company. We have passed this
request o the German office and they have comfirmed they will assist.
IAGTO News Broadcast
We liaised with the International Association of Golf Tour Operators (IAGTO) with news that the Paradise
Coast is clear after Hurricane Irma. We provided a press release, with an update on our region and specific
hotels and businesses being back open, which they included in their newsletter. This newsletter is distributed
to their 2,250+ subscribers.
Independent Traveller
We assisted The Independent Traveller with destination information - guides and maps to assist their
promotion of Florida. They provide a bespoke travel design service whether it is for individuals or small groups
focusing on tailoring individual travelling needs, budgets and personal circumstances.
Brochure distribution for World Travel Market
In advance of World Travel Market, we’ve liaised with BH&P, our brochure storage company, to ensure we
have relevant literature on stand to promote and raise the profile of our destination.
PUBLIC RELATIONS
Publication/
Circulation
Activation/
Date of
travel
Angle/
Theme
Industry partners Status
update/
publish date
PR Value
IAGTO
Newsletter
Submitted
press
release to
Press release
informing on
the state of
the Paradise
Coast after
International
Association of Golf
Tour Operators
(IAGTO)
Completed
Newsletter
distributed on
October 10th
$1,319
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Distributed to
2,250+
subscribers
industry
partners
Hurricane Irma
and the
reaction
Florida Friday,
Travelmole,
Distributed to :
1,500,000
Submitted
content for
monthly
newsletter
Supplied
content
surrounding
Fall on the
Paradise Coast
Completed
Achieved
coverage in one
newsletter
$660
Targeted UK
Media – print
and digital
Reached out
to targeted
media
partners to
secure WTM
Meetings
Raising the
profile of our
region and
highlighting
the message
that the
Paradise Coast
is open
N/A
Florida Friday – Florida in the Fall, distributed to 1,500,000
IAGTO News Broadcast, distributed to 2,250
subscribers
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SOCIAL MEDIA ACTIVITIES
Activity Status/Result
We suspended the proposed Facebook
campaign this month due to the impact of
Hurricane Irma. However, we plan to launch
this in November/December 2017 in advance
of the key booking period to raise
engagement for our region.
We have begun to post again on both
Facebook and Twitter and to re-engage both
communities. We’ll update on the progress of
this next month.
Campaign due to launch for the turn of the
year.
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VISITOR SERVICES REPORT- Lori Lou Waddell
OCTOBER 2017
Visitor Profiles
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
May 2017 2,623 6,261 2,765 60 364 292 12,365
Jun 2017 1,989 4,229 1,847 77 254 294 8,690
Jul 2017 2,986 6,176 2,102 N/A 204 267 11,735
Aug 2017 2,360 5,097 N/A N/A 139 239 7,835
Sept 2017 341 875 N/A N/A 50 93 1,359
Oct 2017 0 3,870 503 142 141 253 4,909
Nov 2017
Dec 2017
Total YTD
**September Statistics incomplete due to Hurricane Irma.
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Naples and Marco Island Domestic
Visitor Information Center
Visitor Origins
Naples and Marco Island Domestic
Visitor Information Center
Visitor Origins
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Naples Visitor Information Center
November 27, 2017
Tourism Staff Reports 11 A-H
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Naples Visitor Information Center
Activities for the Period
• Collect return signatures indicating “Receipt of Handbook” from volunteers
• Execute first VIC Volunteer mandatory Orientation Nov 17, 2017 Certification at completion of
test.
• Execute event celebrating Mary Lou Connone 25 -year anniversary as a VIC Volunteer for Nov
15, 2017
• Pick up Museum brochures at main location
• Schedule meeting with Paul Macalusa regarding volunteerism for the Naples Train Museum
• Assist with contact verification & information for Paradise Coast Visitor Guide
• FAM at Palm Cottage on Nov 20th, 2017 verified
• Respond to all emails regarding tourism in Collier County coming to Chamber of Commerce
• 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
• 1 Case maps to Collier County Library on Orange Blossom
• 200 NOG to South Bay Realty
• 150 Downtown Guides to South Bay Realty
• 60 Paradise Coast, NOG & Downtown Guide to real estate office on Fifth Avenue
Monthly Attendance
• Chamber of Commerce monthly events
• CVB Staff Meeting
• Concierge Meeting
• Sports Council Board Meeting X 2
• Sports Council General Member meeting
• TDC Meeting
• Francis Rooney roundtable held at the Greater Naples Chamber of Commerce regarding help to
the community after hurricane Irma
• SCOCC meeting to develop website
• Ribbon Cutting at Tin City for Post Irma event Re-Opening
• SKAL International USA meeting at Double Tree
November 27, 2017
Tourism Staff Reports 11 A-H
40 of 40