Agenda 06/26/2012 Item #16F 2EXECUTIVE SUMMARY
Recommendation to approve the recognition of
$350,000 in Tourism Promotion Fund 184 for an
campaign and authorize all necessary
Carry Forward up to
enhanced Summer /Fall
budget amendments.
OBJECTIVE: Recognize funds carried forward in Tourism Promotion Fund 184
from FY 11 for use in FY 12 marketing efforts.
CONSIDERATIONS: Tourism Department staff recommends that an enhanced
summer and fall advertising and promotion campaign would drive more late
summer and fall visitation. In order to accomplish this, staff is requesting
approval by the Board of County Commissioners to recognize additional carry
forward funds in Tourism Promotion Fund (184) and appropriate $350,000 to
provide an enhanced summer /fall marketing campaign in Florida feeder markets
and enhanced group meeting marketing efforts. The carry forward amount is due
in part to additional FY 11 tourist tax revenue over forecast and proceeds from a
legal settlement with online travel company sales of hotel rooms.
The approximate expenditures for the $350,000 will be allocated along these
guidelines:
• Up to $150,000 for an enhanced summer television, digital and social
media campaign in the Florida markets of Miami /Ft. Lauderdale, Palm
Beach and Orlando. The funds will be used in late July and August to
drive late summer visitation.
• Up to $100,000 to enhance group meetings market incentives to drive
future meeting business.
• Up to $100,000 in additional staff generated marketing support for trade
show and travel expenses not previously budgeted and production of the
enhanced late summer marketing campaign.
FISCAL IMPACT: Additional unbudgeted carry forward in the amount of
$350,000 is available in Tourism Promotion Fund (184). The positive variance is
attributable to TDC proceeds from the OTC law suit and greater Tourist Tax
revenue than anticipated in FY 11. A budget amendment will be required
increasing carry forward and increasing the promotion and marketing budget.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management plan with this action.
ADVISORY BOARD RECOMMENDATION: The TDC reviewed this item at their
May 29, 2012 meeting and unanimously recommended approval (7 -0). The TDC
asked for this item to be reviewed by the Collier County Lodging and Tourism
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Aliiance ro,- then inpu_. Th4 progosec scnedui anc aroup marke', expendit�2res
are based on that group`s suggestions at their May 31, 2012 meeting.
LEGAL CONSIDERATION: This item has been reviewed by the County
Attorney's Office, requires majority vote, and is legally sufficient for Board action.
— CMG
RECOMMENDATION: To approve the recognition of Carry Forward up to
$350,000 in Tourism Promotion Fund 184 for an enhanced Summer /Fall
campaign and authorize all necessary budget amendments.
SUBMITTED BY: Jack Wert, Tourism Director
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COLLIER 033 TY
Board of County Commissioners
Item Number: 16.F.2.
Item Summary: Recommendation to approve the recognition of Carry Forward up to
$350,000 in Tourism Promotion Fund 184 for an enhanced Summer /Fall campaign and
authorize all necessary budget amendments.
Meeting Date: 6/26/2012
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator,Tourism
6/7/2012 10:49:34 AM
Submitted by
Title: Director - Tourism,Tourism
Name: WertJack
6/7/2012 10:49:35 AM
Approved By
Name: WertJack
Title: Director - Tourism,Tourism
Date: 6/7/2012 11:12:19 AM
Name: MarkiewiczJoanne
Title: Manager - Purchasing Acquisition,Purchasing & Gene
Date: 6/7/2012 1:49:55 PM
Name: WoodLyn
Title: Contracts Specialist,Purchasing & General Services
Date: 6/7/2012 2:09:02 PM
Name: JohnsonScott
Title: Purchasing Agent,Purchasing & General Services
Date: 6/8/2012 8:50:42 AM
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Name: GreeneColleen
Title: Assistant County Attorney,County Attorney
Date: 6/11/2012 4:32:48 PM
Name: KlatzkowJeff
Title: County Attorney
Date: 6/13/2012 4:56:49 PM
Name: FinnEd
Title: Senior Budget Analyst, OMB
Date: 6/15/2012 12:49:24 PM
Name: OchsLeo
Title: County Manager
Date: 6/17/2012 8:18:38 AM
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