Agenda 05/08/2018 Item #16F205/08/2018
EXECUTIVE SUMMARY
Recommendation to approve a Tourist Development Tax Promotion sponsorship of a Rookery Bay
National Estuarine Research Reserve (RBNERR) documentary produced by Live Oak Productions
for $25,000, and make a finding that this project promotes tourism.
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OBJECTIVE: Approval of sponsorship for a new documentary about Rookery Bay for distribution
through nation-wide Public Broadcasting stations.
CONSIDERATIONS: Live Oak Productions has been commissioned by Rookery Bay National
Estuarine Research Reserve (RBNERR) to produce a one-hour documentary on this unique eco-system
within Collier County. The Rookery Bay National Estuarine Research Reserve is managed by the Florida
Department of Environmental Protection's Coastal Office in cooperation with the National Oceanic and
Atmospheric Administration (NOAA). The production will be created between April 30th and December
15th, 2018 with a projected broadcast date with WGCU PBS TV in Fort Myers in April 2019, the week of
Earth Day 2019.
This documentary will provide the opportunity for our Collier County tourism message to reach a new
audience through a proven track record of the PBS distribution network across the United States. Media
and promotions are measured in dollars, and to have our message attached to a story and project that
captures the historical accounts of the Rookery Bay National Estuary Research Reserve story will deliver
strong return on investment for our area. We will reach millions of viewers watching the program in the 3
years of distribution beginning in 2019.
The Tourism Division sponsorship will provide us with the following brand messaging opportunities:
15 Second commercial at the beginning of the 56-minute documentary.
Production of a 2-4 minute promotional piece on our destination for our use.
Three years of rebroadcast in the PBS Florida and national network.
Collier County Tourism Division Logo placement on the documentary as a presenting
sponsor.
Collier County Tourism Division logo on the DVD cover produced for distribution in
gift shops, book stores and other outlets; 50 DVDs for our Collier County Tourism
Division promotional opportunities.
Social media promotion of the documentary on our website and on the Live Oak
Productions website.
Participation in the various debut events of the documentary.
Additional promotional opportunities as outlined in the attached proposal from Live
Oak Productions.
FISCAL IMPACT: Funding for the $25,000 sponsorship is available in the BCC approved FY 18
Tourism Budget.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this
Executive Summary.
ADVISORY BOARD RECOMMENDATION: The Tourist Development Council recommended
approval of this item 8-0 at the March 26, 2018 meeting.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
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05/08/2018
for approval. - CMG
RECOMMENDATION: To approve a Tourist Development Tax Promotion sponsorship of a Rookery
Bay National Estuarine Research Reserve (RBNERR) documentary produced by Live Oak Productions
for PBS nationwide broadcast and make a finding that this project promotes tourism.
Prepared by: Jack Wert, Tourism Director
ATTACHMENT(S)
1. 2018 Tourism Agreement (PDF)
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COLLIER COUNTY
Board of County Commissioners
Item Number: 16.F.2
Doc ID: 5466
Item Summary: Recommendation to approve a Tourist Development Tax Promotion sponsorship
of a Rookery Bay National Estuarine Research Reserve (RBNERR) documentary produced by Live Oak
Productions for $25,000, and make a finding that this project promotes tourism.
Meeting Date: 05/08/2018
Prepared by:
Title: Tourist Development Tax Coordinator – Tourism
Name: Kelly Green
04/25/2018 3:13 PM
Submitted by:
Title: Division Director - Tourism – Tourism
Name: Jack Wert
04/25/2018 3:13 PM
Approved By:
Review:
Tourism Ed Caum Deputy Director Review Completed 04/25/2018 10:17 PM
Tourism Jack Wert Director Review Completed 04/26/2018 4:19 AM
County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 04/26/2018 11:45 AM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 04/26/2018 1:41 PM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 04/26/2018 2:29 PM
Budget and Management Office Ed Finn Additional Reviewer Completed 04/26/2018 6:37 PM
County Manager's Office Tim Durham Executive Director- Corp Business Ops Completed 04/27/2018 12:31 PM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 05/01/2018 9:40 AM
Board of County Commissioners MaryJo Brock Meeting Pending 05/08/2018 9:00 AM
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Packet Pg. 955 Attachment: 2018 Tourism Agreement (5466 : Rookery Bay Documentary Agreement)
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Packet Pg. 971 Attachment: 2018 Tourism Agreement (5466 : Rookery Bay Documentary Agreement)