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Agenda 12/17/2004 W (PM) COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS ~ WORKSHOP AGENDA W/TOURIST DEVELOPMENT COUNCIL December 17, 2004 2:00 pm - 5:00 pm Donna Fiala, Chairman, District 1 Fred W. Coyle, Vice-Chair, District 4 Frank Halas, Commissioner, District 2 Tom Henning, Commissioner, District 3 Jim Coletta, Commissioner, District 5 NOTICE: ALL PERSONS WISHING TO SPEAK ON ANY AGENDA ITEM MUST REGISTER PRIOR TO SPEAKING. SPEAKERS MUST REGISTER WITH THE COUNTY MANAGER PRIOR TO THE PRESENTATION OF THE AGENDA ITEM TO BE ADDRESSED. COLLIER COUNTY ORDINANCE NO. 2003-53, AS AMENDED, REQUIRES THAT ALL LOBBYISTS SHALL, BEFORE ENGAGING IN ANY LOBBYING ACTIVITIES (INCLUDING, BUT NOT LIMITED TO, ADDRESSING THE BOARD OF COUNTY COMMISSIONERS), REGISTER WITH THE CLERK TO THE BOARD AT THE BOARD MINUTES AND RECORDS DEPARTMENT. REQUESTS TO ADDRESS THE BOARD ON SUBJECTS WHICH ARE NOT ON THIS AGENDA MUST BE SUBMITTED IN WRITING WITH EXPLANATION TO THE COUNTY MANAGER AT LEAST 13 DAYS PRIOR TO THE DATE OF THE MEETING AND WILL BE HEARD UNDER "PUBLIC PETITIONS". ANY PERSON WHO DECIDES TO APPEAL A DECISION OF THIS BOARD WILL NEED A RECORD OF THE PROCEEDINGS PERTAINING THERETO, AND THEREFORE MAY NEED TO ENSURE THAT A VERBATIM RECORD OF THE PROCEEDINGS IS MADE, WHICH RECORD INCLUDES THE TESTIMONY AND EVIDENCE UPON WHICH THE APPEAL IS TO BE BASED. 1 December 17, 2004 ALL REGISTERED PUBLIC SPEAKERS WILL RECEIVE UP TO FIVE (5) MINUTES UNLESS THE TIME IS ADJUSTED BY THE CHAIRMAN. 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 3301 EAST TAMIAMI TRAIL, NAPLES, FLORIDA, 34112, (239) 774-8380; ASSISTED LISTENING DEVICES FOR THE HEARING IMPAIRED ARE AVAILABLE IN THE COUNTY COMMISSIONERS' OFFICE. I. CALL TO ORDER II. PLEDGE OF ALLEGIANCE III. CHANGE AND APPROVAL OF AGENDA IV. REVIEW OF 2004 1. Year End Report - Jack Wert 2. Marketing Report - Cedar Hames V. MARKETING PLAN FOR 2005 VI. OLD BUSINESS VII. NEW BUSINESS 1. Pass and Inlet Management Projects a. Inland Waterways b. Interlocal Agreement c. Maps d. A Historical Perspective and Recommendations 2. Discussion to the Tourist Tax Ordinance VIII. ANNOUNCEMENTS IX. QUESTION AND ANSWER PERIOD X. COUNCIL DISCUSSION XI. NEXT MEETING DATE/LOCATION: Regular TDC Meeting, January 24, 2005, BCC Chambers XII. 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Q. ~ a Q Q ~ ~. ~ = ~ ~ = ~ ~ Q (JQ = Q "CIJ a ~ ~ ~ ~ = = = ~ Q. Q = ~ ..." ~ ~. ~ ~~q- ~ ~ ..... ~. Q ~ = ., t!.j z þ -< þ.) :¡~. ~ Þ ere (þ n;-C/) \e. 0- ~ (t. ~ "I (fJ ~ n Þ-t n ~ n !wi ~ 1"'1 r ,., 1.i "'ttI.J ~ P ~ (~ ....., -1 0.. ~ (]o o~ ~Z= ~en t;j~ ~~ (]o o~ ~~ Zen ~~ ~o ~ o = ~ rJJ. ~ ..... o = rJJ. ~ (]o o~ ~æ ~en ;~ ~~ (]o o~ ~~ Zen ~~ ~o ~ PARADISE Advertising & Marketing, Inc. Executive Summary Paradise Advertising & Marketing, Inc. December 17, 2004 Presented by Cedar Hames & Dave DiMaggio 1. Marketing Plan Fiscal Year 2005-Paradise Advertising and Marketing is pleased to present a summary of the recommendations for the Naples, Marco Island and the Everglades marketing and advertising campaign for the 2005 fiscal year. The proposed plan is based upon two important and measurable factors; research and results. Research has shown that consumers respond positively to the current campaign and identify with branding the area as "Florida's Last Paradise". The increased call volume, website visitation and record-breaking bed tax collections (this July showed a 22.1 % increase over last year) during the duration of the 2004 campaign, have shown that the advertising is working. Therefore, we want to continue to expose our target audience to our branding message utilizing efficient and creative, budget expanding techniques and media. Paradise will briefly cover the marketing strategies, media tactics and creative tactics implemented in the campaign. II. Partners-Paradise continues to work with the CVB to encourage hotel and attraction partners to participate in CVB programs. . Co-op update-We were extremely satisfied with the partner response to this years' co-op advertising opportunities. This program benefits the County by extending our marketing budget (partners contributions were over $60,000 for FY 2005) and also allows partners to advertise in publications they could not otherwise afford on their own. These co-op ads will begin to run this spring targeting the leisure market, eco-tourism market, golf market, travel industry and meeting and tour planners. Paradise will share some of the completed ads with you today. . Partner Pack-We are currently compiling all the components of our branding campaign on a CD, which will be distributed to the partners, per popular demand. Partners will be given permission and encouraged to use our logo, taglines, certain photos and branding aspects. III. Markets of Opportunity-based upon focus group research and compiled traveler data, Paradise researched several markets of opportunity where the eVB does not currently concentrate marketing dollars. Today you will be presented with a recommendation of how any potential additional marketing dollars could be efficiently invested to increase brand recognition, website visitation, calls to our 800 number and, ultimately, tax collections. NAPLES, MARCOS ISLANDS & THE EVERGLADES Markets of Opportunity 2005 Proposal Prepared by: Paradise Advertising & Marketing, Inc. December 2004 INTRODUCTION: This preliminary marketing document is to reflect markets of opportunity for the Naples, Marcos Islands and Everglades destination. The proposal is based on the possibility of the CVB receiving an additional $750,000 in revenue by April 2005. for marketing purposes. GOAL: .. To increase name and brand awareness ultimately resulting with increased occupancy and revenues for Collier County. SITUATION ANALYSIS: ~ Based on available marketing dollars and the CVB desire to focus on spring through fall business, current emphasis has been put on targeting the Florida drive market. Specific targets include Miami, West Palm and the Fort Lauderdale areas. All indicators, including focus research, inquiry responses and actual room nights, reflect that the campaign has been extremely successful. ~ Marketing outside the Florida drive market has been relatively modest. We plan some small space print ads, and, beginning in April 2005, there will be a per inquiry television schedule partnership with Visit Florida. The schedule will include some national cable television and a spot television in the New York and Chicago markets. Historically, Florida and Collier County have attracted a year round audience from the Midwest and northeast markets with Chicago and New York being the top two feeder markets. Recent focus research in Chicago and New York further indicates a desire to come to Florida and in particular to the Naples, Marcos Island and Everglades destination. CyndeeJ ordan December 13,2004 T ARGETS/MARKETING STRATEGIES: y Seasonally: While this campaign may impact visitation on an annual basis, the focus will be to promote May through October business. · Geographic: Primary emphasis will be on Midwest and Northeast domestic markets with New York and Chicago being the primary targeted feeder markets. A portion of the budget will also be set aside to target international leisure business in the U.K., Germany and Canada. y Demographics: The primary target would be Adults 25 to 54 with emphasis toward women and a mix of couples and families. Household family incomes will be $75,000 and up. Secondary targets would be seniors. BRANDING STRATEGIES: In the recent Chicago and New York focus research, the Naples, Marcos Island and Everglades ad scored substantially higher than all the other competitive destination ads. The television commercials scored a 9+ on a 1 to 10 ranking. Therefore, little or no production will be required, and the production budget can be put toward the media campaIgn. MEDIA STRATEGIES: · Paradise recommends a major percentage of the budget go toward branding media such as television, radio, and even outdoor signage. · Paradise also recommends aiming the branding media at a couple of the major feeder markets to achieve some dominance. · To reach markets outside the top feeder markets, the agency recommends using small space print advertising and capitalizing on partnerships to expand their exposure. · Media in the Midwest and Northeast domestic markets would run in April and May acknowledging the longer decision making and lead-time in the northern markets. It is still cool in these markets, so there is also the advantage of advertising a pristine beach destination. · International Advertising would be aimed at travel agents in the u.K., Germany and Canada. Leisure campaigns would tie into co-operative advertising programs with airlines and tour operators. CyndeeJordan December 13, 2004 MEDIA RECOMMENDA TIONs/T ACTICS: · Television: Per inquiry television is already scheduled to running the Chicago and New York markets as part of a co-op with Visit Florida. Additional funding would allow us to make spot television buys in both markets that would start to achieve a certain frequency or dominance in our two top feeder markets. The TV commercials scored well in consumer focus groups in both markets. Therefore, a heavier campaign in these two markets would not only drive additional business to the website and toll free numbers, but also create the word of mouth advertising that is so very critical to the success of this campaIgn. Þ Estimated Budget: $400,000 · Print: Taking advantage of co-op programs such as those offered by Visit Florida and other partners, Paradise recommends purchasing a small space, full color ad, in preprinted inserts. Those inserts would be distributed via major newspapers and consumer magazines in the Midwest and Northeast feeder markets. Collier County is currently taking advantage of some of this program. But, there should be a much higher profile in these markets than currently exists. The advantage of advertising in the pre-prints is that instead of having a small ad floating in a newspaper, the insert focusing on a Florida vacation will receive substantially more attention from readers. The preprint also is more likely to be saved for future reference. Even when preprints are not used, a small space ad in a Visit Florida double spread or full page ad is much more likely to attract interested travelers Some examples of specific media may include the following: · New Yorker · Readers Digest · AAA Going Places · AAA Going Places South · USA Weekend Magazine Þ Estimated Budget: $100,000 ON-LINE: · Banner advertising can sometimes receive mixed results. The agency believes e-mail blasts aimed at pre-qualified targets in the major feeder markets could be more effective. There are numerous sources including the Visit Florida Away.com, Florida USA database, and other programs can give us the advantage of offering specific incentives, targeting geographically, seasonally and even niche markets. The inquiries are relatively easy to track, and can also be hyper-linked to specific properties for real-time bookings. Þ Estimated Budget: $25,000 CyndeeJordan December 13, 2004 NICHE MARKETING: . Again, working with co-op partners, small space print ads could be purchased in a niche publication that would target ecotourism, golf and fishing interests. :Þ> Estimated Budget: $25,000 INTERNA TIONAL MARKETS: . Working with tour and airline co-op partners in the U.K., Germany and Canada, marketing programs could be set up as follows: :Þ> Print: Small space newspaper and magazine ads within Florida Travel sections sponsored by the co-op partner. :Þ> Direct Mail/On-line: Taking advantage of existing direct mail, or on-line campaigns the county could partner with an airline and develop a package offer that could increase brand awareness and generate inquiry and bookings. :Þ> Estimated Budget: $50,000 PUBLIC RELATIONS: :Þ> Media releases, promotions and media F AM's would target the Midwest, Northeast markets, with emphasis in New York and Chicago. :Þ> Estimated Budget: $75,000 PUBLIC RELATIONS & SALES SALARIES: :Þ> Assistants for the two departments :Þ> Estimated Budget: $75,000 :Þ> :Þ> :Þ> Total Estimated Budget: $750,000 CyndeeJordan December 13, 2004 · e - Naples Marco Island E"tTergladesL ~ =~~ 'v b- --- , ~ - - PARADISE COASTs,," CONVENTION AND VISITORS BUREAU FY05 MARKETING AND ADVERTISING PLAN · BRANDING THE DESTINATION In late 2003, the Naples, Marco Island Everglades CVB, with the help of Paradise Advertising & Marketing, Inc. initiated the fIrst unifIed, market-driven brand identity campaign for Collier County tourism. A thorough analysis of current and potential visitors was conducted using focus group research. We learned what was in the minds of these customers and what they thought of when they thought of our area. We also conducted a review of the area's marketable visitor offerings, and took an in-depth look at the area's prime competition and statewide visitor trends. The result of that research recommended that we position our area as, "Florida's Last Paradise" with the overreaching brand of "The Paradise Coast". That positioning was later confinned through additional focus group research. The result of that positioning has been a significant upswing in both visitor inquiries and visitation, and strong acceptance and endorsement by the Collier County hospitality industry. The phrase, "Florida's Last Paradise" positively describes and separates Collier County as a destination unto its own when compared to other competitive destinations within the state. The brand name, "Paradise Coast" helps define the area as a single, unified destination within the state and gives descriptive meaning to the geographic name of "Naples, Marco Island & the Everglades". · BRAND IMPLEMENTATION The CVB staffhas worked hard over the past year to integrate the brand message, "The Paradise Coast" and the brand promise, "Florida's Last Paradise into every aspect of our marketing efforts. The most significant aspect of that blending is in the marketing efforts of our Sales, Public Relations and Film departments. We have created a Sales compact disc that links to our website www.paradisecoast.com. The CD plays a video of the destination and then links to various parts of the website. The Public Relations department communications include the brand promise statement in each press release. And, our Film Commissioner is developing a similar CD with video of production locations and links to the www.shootinparadise.com web site. · · MISSION AND VISION OF THE DESTINATION We have developed a Mission Statement and Vision Statement for the destination that encompasses everything we do. These statements were created with the input and assistance of the tourism industry. MISSION STATEMENT To be a year-round destination of choice for new and repeat leisure and business visitors to enjoy our many unique and memorable vacation experiences, world- class meeting, attraction and activity offerings, bringing positive economic growth and stability to Collier County. VISION STATEMENT To be the most desirable and most recognized year-round tourism destination in the world. e e . COMPETITIVE ANALYSIS We have surveyed many beach destinations in Florida to see how Collier County compares in tenns of its investment in tourism funds to promote the area to potential visitors. The following analysis serves to tell the story of how inadequate our funding is for this purpose. HOTEL TOTAL AD BUDGET MARKETINGI ~ HOTEL NEEDED LODGING TAX TO BE UNIT REVENUE COMPETITIVE BEACH PROJECTS BUDGET/% COUNTY ~ LODGING !lli!I.§. ADVERTISINGI PROMOTION BUDGET Broward- Ft. Lauderdale 32,000 $10,000,000 $313 5% 28,000,000 $3,281,250$1.2 M (4%) ctwIdeIII· "... 141.ODO 141"· .,¡.·.·.ki...* 2.eo1.íOo·'tIOK~l Pkl-n..;. "..uur:: ,... .'1;__ . . . . . . '._'_ ,;. :.....e. """,' ,.,.,.' :",' .. ," . ,.~:>".L:;..1i.~ ~.M ('U~) PtJbIr"'" ,.<...... ....... ............, ';., '/" .. ,'ot.," . ".. .. --." .. '> '" .~ .....::,'~...!'._;:~~\~;.. £,..' .. ",,;::; . ""..... ··i~..··. ~1M·.~\.,. ,-".. ~""_'_:'_'~·"U"'. . . ..........~_. ~.., .panama City 20,000 3,300,000 165 3% 5,100,000 1,733,000$1.7 M (33%) Bradenton 6,500 1,000,000 154 4% 4,000,000 1,615,000$1.3 M (33%) Palm Beach 15,213 9,300,000 611 4% 17,300,000 6,424,000$5.1 M (29%) - PARADISE Advertising & Marketing, Inc. Collier County Advertising Campaign 2004-2005 Prepared by Paradise Advertising & Marketing, Inc. September 27, 2004 INTRODUCTION Paradise Advertising and Marketing is pleased to present the following recommendations for the Naples, Marco Island and the Everglades marketing and advertising campaign for the 2005 fiscal year. The proposed plan is based upon two important and measurable factors; research and results. Research has shown that consumers respond positively to the current campaign and identify with branding the area as "Florida's Last Paradise". The increased call volume, website visitation and record-breaking bed tax collections (this July showed a 22.1 % increase over last year) during the duration of the 2004 campaign, have shown that the advertising is working. Therefore, we want to continue to expose our target audience to our branding message utilizing efficient and creative, budget expanding techniques and media. GOALS The continuing goals of all Collier County's efforts are to raise awareness of the County's special and unique offerings, position the county as a desirable destination and change consumer perceptions of our area. The overall goal is to increase year-round visitation, with an emphasis on the summer and shoulder seasons, in order for Collier County and its residents to receive such direct and ancillary benefits such as a general improvement in the local economy, increased room rates, increased occupancy, and increased revenue. OBJECTIVES · To define the greater Naples, Marco Island and the Everglades brand. · To competitively position the area vis-à-vis other areas of the state and other travel destinations. · Increase name and brand awareness of the area by 10%. · Increase summer visitation in terms of hotel occupancy by 3%. · Increase inquiries to toll-free numbers and web site by 10%. SITUATION ANALYSIS Overview Post 9/11, wars, severe weather, gas and economic crises have taken their toll on Florida tourism and Collier County is no exception. However, tourism for 2004 seems to be showing signs of recovery. In fact, Collier County has had five consecutive months of all-time record breaking bed tax collections. In addition, indicators such as occupancy, ADR and number of visitors have all shown an increase over 2002-2003. The tourism industry is much more optimistic about the balance of this year and 2005. PARADISE Advertising & Marketing, Inc. Branding the Destination Given the recent development and strong initial market reaction to Collier's tourism brand direction, it is the recommendation of the agency to stay the course, continue the direction and to refine it only as a reaction to new information or research. The development and full potential of any brand direction takes time and complete consistency of presentation. Branding is a long-term proposition, so even though we appear to be reaping early rewards, it would be best to continue with the approach in the long-term as well as the near-term. All future communication, advertising, and messages would be expected to follow this approach and bolster the "Paradise Coast" brand and "Florida's Last Paradise" market position. Analysis by Market Segment A. The Leisure Consumer 1. Demographics - Leisure consumers make up more than 80% of visitors to Collier County. The vast majority travel with family or as couples. The primary target of our market mirrors our current consumers; adults 25-54 with family household incomes of $60,000 plus. 2. Seasonality-Rates and occupancy are typically at their peak from February through Easter, therefore the emphasis for marketing is concentrated on the summer and shoulder seasons. 3. Geographic Point of Origin a. Domestic 1. In-state- Florida has always been a primary feeder market for Florida Beach destinations particularly during our target months when almost three- quarters of visitors originate from our home state. This is especially true post 9/11 with the tendency to stay closer to home and drive to the destination. The primary market for Collier County is the Miami, Ft. Lauderdale/West Palm (SE Florida) area. The other Florida markets would be Orlando, Tampa Bay/Sarasota and the Lee County area. 2 PARADISE Advertising & Marketing, Inc. 11. Out of state- New York and Chicago are the two biggest feeder markets followed by other major feeder markets in the Midwest and the Northeast. Lift from those major markets has tremendous impact; however, both the Midwest and Northeast generate a substantial amount of drive business as well. The addition of Delta's service at Naples Airport should have significant impact from Atlanta and other major Delta feeder cities. The Delta service should help Marco Island in particular, making the drive from the airport shorter by more than half that from RSW. b. International Point of Origin -Traditionally, Canada, U.K. and Germany have been the major markets for the county. All reports indicate International travel has been on the increase after a severe drop due to 9/11 and a weak European economy. The Canadian market (primarily the Toronto area) visit January through April. U.K., Germany and Netherlands visitation is primarily in the summer but there is a trend toward more year-round travel. 4. Interests/Activities-The newest trend in planning a vacation, as confirmed by agency research, is looking for "The Experience"; what will they see, do and feel, when they get there. While beaches are still the main attraction of a destination, we need to market to these other special interests such as Ecotourism, golf, History & Heritage, and Art & Culture. We possess many examples of these activities in "Florida's Last Paradise" . B. Travel Agents 1. Domestically: travel agents' influence on Florida travel has reduced significantly. Even visitors that use travel agents tend to dictate the destination, and allow the agency to take care of the specific details. 2. Internationally: this trend is not true in Canada, U.K., and Germany where International visitors rely primarily on wholesalers for package 3 PARADISE Advertising & Marketing, Inc. tours. Most other International visitors rely on travel agents for their individual travel plans. C. Individual Business Travelers and Meeting Planners -Individual business travelers make up 5% of the visitors to Collier County, and an additional 15% comes from group business. There is a tremendous amount of potential growth in corporate, group, associations, government, incentive, and reunions. The best prospects for additional group business are in the 25-250 attendee range. It is understood that larger groups will be targeted directly by the larger Collier hotel properties. MARKETING STRATEGIES Based upon the situation analysis, the goals and objectives stated above, the following marketing strategies are being proposed: A. Leisure 1. Demographics-Aggressively pursue both families and couples (25-54) for the summer and shoulder seasons. Both targets should be weighted toward women, as it has been shown that women are typically the family member who research and plan a vacation. The 55+ market (also weighted toward woman) would be a secondary target. 2. Seasonality-The vast majority of our marketing efforts will be placed from April through October, with the exceptions being annual publications which provide year-round exposure. 3.Geographic - a. Domestic i. In state-Emphasis will be aimed at the Southeast Florida and Miami/Palm Beach markets. The majority of the visitors currently originate in these areas so it is very efficient to spend the majority of marketing dollars in these markets. Concentrating our dollars in this manner has increased our recognition and received an extremely favorable response this summer. ii. Out of state-Secondary targets would be the major feeder markets in the Midwest and Northeast. 4 PARADISE Advertising & Marketing, Inc. b. International-Sales, public relations, support materials as well as some on-line efforts would be aimed at the U.K., German and Dutch markets. 4 . Activities/Interests-Many of our print, direct mail and especially on-line efforts will target specific niche groups as dictated by the current trends in choosing a destination. Specific ads and collateral have been designed to peak the interests of those interested in arts, beaches, ecotourism, fishing and golf. B. Travel Agents-With few exceptions, Paradise does not recommend investing a great deal of advertising aimed at domestic travel agents due to fall off in their influence. However, co-op partnerships aimed at the international markets could be productive. C. Individual Business Travelers and Meeting Planners- Paradise feels that the individual business traveler is either already scheduled to visit the area or will be reached via the leisure and group business advertising effort. Meeting planners for corporations and associations are constantly seeking "new" venues for meetings that offer convenience, quality and peace of mind value. A co-op program aimed at small to medium size groups in the traditional domestic (especially South Florida) feeder markets will have significant impact on annual visitation. Smaller properties would benefit from the overflow. D. Branding the Destination- Moving into the new year, one refinement that is to solidify the brand presentation is the use of the color blue. The more intense use of the color blue provides a presentation that breaks more easily from the print page and projects more appealingly in broadcast and online media. Although the initial direction scored very highly in research, the only potential improvement suggested for presentation was to increase our use of blue, a color that consistently scores higher with potential visitors. 5 PARADISE Advertising & Marketing, Inc. MEDIA TACTICS The current media has proven very effective this year as shown by the response rate and increased bed taxes. While adding some new media, the agency recommends maintaining the momentum of this years campaign. A. Leisure Media Tactics 1. Broadcast-Television is an excellent vehicle to develop brand and to promote price points. Another advantage of broadcast is that the blitz campaign creates word of mouth advertising that has a carryover effect long after the broadcast campaign has ended. a. Spot Buys- Paradise recommends restricting broadcast to the Southeast Florida (Miami/Ft. Lauderdale/West Palm) markets. 6 PARADISE Advertising & Marketing, Inc. The Southeast Florida campaign would kick off with a May blitz and would maintain an ongoing schedule through the summer. b. Per Inquiry Television (pI TV)- To target late spring and summer business, this campaign in our Northern feeder markets. The colder April air date will promote a better environment for the commercial and gives greater lead time for" gathering" information before the vacation plans are made. The advantage of PI TV is we only pay for incoming inquiries and receive additional branding exposure at no charge. c. Parks and Recreation Television and radio- Parks qualify as a non-profit entity that have not been on TV before so the agency is able to put together a unique broadcast program. It includes TV and radio spots to run throughout Florida at a third of the usual cost. 2. Print- a. Consumer Magazines- Taking advantage of cooperative programs with Visit Florida and other partners, small space consumer magazine ads will run in the Florida, Midwest, and Northeast feeder markets. The campaign would focus on Florida supplements and Florida travel editorial. Consumer magazine advertising would be aimed at upscale travel and women's publications, golf, eco, and business publications. b. Newspaper-The Agency recommends taking advantage of the Visit Florida newspaper inserts. These small space ads in major market newspapers would run in the Midwest and Northeast. Small space ads would also run in the Miami, Ft. Lauderdale and West Palm newspapers to support the campaIgn. 3. Direct Mail-Various options will be considered including postcards and American Express co-op programs. 4. Rack Brochure Distribution-Traditional distribution sources, in visitors' centers and in Orlando, will be used to target the drive market. 5. Electronic Media TactÏcs- 7 PARADISE Advertising & Marketing, Inc. a. Electronic Mail/E-Blast- This is an effective media tool with substantial cost savings over direct mail. Paradise strongly recommends emphasizing the development of a database for future referral business. This new media also provide a very inexpensive tool to reach the international markets and help to overcome language and time barriers. b. Dialogue Program-This multi-level Visit Florida Online Program will include a welcome e-mail and three newsletters (Luxury/Golf/Eco). The online newsletters (e-zines) will be sent to a minimum of 500,000 and up to 1,000,000 prospective visitors who have opted to receive the information. c. Banner Advertising- Agency recommends shifting these funds to the new Dialogue Program while maintaining some presence on FLAUSA.com. d. Per Click-Pre-qualified sites and traditional sites such as Orbitz, Travelocity and Expedia, can be inexpensive and can drive immediate business. It is recommended the County continue with this strategy. e. Search Engine Optimization. This is a very inexpensive way to assure traffic to the CVB website. It is recommended the County continue with this strategy. B. Travel Agent Media Tactics-Paradise recommends a minimum commitment to travel trade advertising. Paradise acknowledges that there is still business coming from travel agents, but feels that much of the destination decisions have been made by the leisure traveler. Paradise does recommend continuing to develop the support materials for the direct sales and on-line marketing that could target both domestic and international travelers. C. Group/Meeting Planner Media Tactics-Paradise recommends focusing on the tremendous potential of group business. However, because of budget limitations, the Agency recommends targeting the top drive markets including Miami/Ft. Lauderdale/West Palm. Media tactics recommended include: 1. Online Marketing-An online E-Blast campaign will target prospective meeting planners. This type of marketing exemplifies the meeting planners' constant request for fast data. In addition to electronic mail, search optimization should also be incorporated into the mix. 8 PARADISE Advertising & Marketing, Inc. 2. Trade Publications-Paradise recommends few national meeting planner trade publications, the exceptions being targeted association publications, FLAUSA Meeting Planner Guide, and upscale business publications in the Florida drive markets. The business publications will have the added advantage of reaching leisure travelers and meeting planners at the same time. 3. PR/Promotion-Working closely with CVB staff, Paradise would help develop programs to maximize sales blitz and tradeshow efforts. This effort may include direct mail, E-Blast and collateral for public relations and promotions at tradeshow. 4. Direct Mail-The campaign aimed at top prospects in major feeder cities could be sent out a minimum of twice a year. However, based on the success of the group E-Blast programs, this budget may shift to on-line marketing. PRODUCTION/COLLA TERAL TACTICS A. Visitor Guide: Working with Miles Media, the guide will reflect the Naples, Marco Island, and Everglades brand and would be used as the official leisure fulfillment piece. Cost for the printing will be almost entirely offset by advertising sales. B. Rack Brochures-This tri-fold, 6 panel brochure will provide the brand and promote a map of the area. C. Golf Guide-Everything golfers need to play and stay in The Paradise Coast D. Cultural Brochure-highlighting what to see and do relating to culture and the arts E. Public Relations CD-providing valuable information to the media and linked to printable photos via the website. F. Meeting Planner Directory-highlighting everything a planner needs to know, square footage, off-property sites and activities, et a1. G. TV commercial-the current spot will be used again with a few tweaks via special offers. H. Photography-Another photo shoot will be scheduled to capture specific shots not included in last years' shoot. 9 PARADISE Advertising & Marketing, Inc. I. Film Commission Brochure/CD: Aimed at movie producers, photographers and advertisers, the brochure and CD would provide pertinent information and possible sites. The CD will be hyperlinked to the website. EXPANDING EXPOSURE A. Partnerships with promotions-Successful programs include partnerships with hoteliers, attractions, and possibly airlines car rentals and others. B. Cooperative Advertising Partnerships-This differs from the partnership category in that it may be an existing advertising campaign established by partner, media or group of partners. Paradise feels that typically these are great programs, but cautions that some co-op partnerships are profit centers for the originating party and not truly cooperative. C. Barter- Typically, destinations do not consider barter as an alternative. However, Paradise would like to research some options that might provide a unique opportunity to take advantage of advertising programs without a cash outlay. Potential programs include: broadcasting, consumer magazines, trade magazines and others. CONCLUSION Fiscal year 2004 can boast increased occupancy, ADR, visitation, visitor expenditures and record breaking bed tax collections. All indicators show a bright future with continued growth. A combination of an improving economy and successful results from our rebranding and positioning can account for the upswing. Consumers are responding to the current campaign and changing how they perceive our area to be "Florida's Last Paradise". In the proposing of this year's campaign we are continuing what has worked for us in the past as well as using additional knowledge to produce even better results in the future. 10 . '. ~~ . l.____, "..-. . . - COLLIER COUNTY CVB 2005 MEDIA RECOMMENDATIONS Media Descr. 0 N D J F M A MIJ J A S Consumer Magazines Arthur Frommer's BudJ!;et Travel 1/3 PJ!;, 4C - Summer Family Getaways 1/3 P~, 4C Great Florida Getaways full pa~e, 4C MNI Home Network full page, 4C I- Southern Living Travel Florida 4" 4C directory Consumer Directories .... FLAUSA Inti. Travel Planner 1/3 pg, 4C FLAUSA Official FL Vacation Guide 1/3 pg, 4C Leisure Web/Push Technology Color of Florida E-zine listinJ!; 24/7 Vacations web leads DialolO1e Program Pages FLAUSA.com banner ads Leisure - Direct Mail ~ AMEX Direct Mail DM cards Niche Markets - ECO . Audobon/Corkscrew plus full oaJ!;e, 4C Florida Experience fishinJ!; Undiscovered Florida 1/3 PJ!;, 4C Niche Markets - Golf - World of Golf cO-Oo ad Play Florida Golf CO-OD banner ads Golfpac TBD . . e Media Descr. 0 N D J F MIAM J J A S Newspaper Domestic NE/MW Newspaper Inserts out-of-state brochure ad Newspaper Inserts in-state brochure ad USA Weekend Southeast US 1/15 PI!; Valassis FSI travel planner Newspaper Insert TBD inserts New South Florida .. Miami Herald 1col.x3" Palm Beach Post 1 col. x3" Sun Sentinel 1col.x3" Travel Aoent Directories ~ FL Official Travel Industry Guide 1/3 PI!;, 4C Television . Evef/;lades Anl!;ler :60 spots Parks Co-op tv/radio Miami/Palm Beach :10 & :60 spots Cable TV Per InQuiry :60 spots Group E-blast Group E-blast direct mail Group Business Print MNI SE F10rida Executive Network full pal!;e, 4C Association Source 1/2 P!;, 4C Association Resource 1/2 PI!;, 4C Convention South 1/3 PI!;, 4C - Group Tour Mal!;azine 4C banner Successful Meetinl!;s 1/2 ])!;, 4C FL Official Mtl!;. Planners Guide tabbed divider Media Descr. 0 N D J F M A M J J A S Group Direct Mail Direct Mail DM cards International Co-op Premier Holidavs co-op Print/Miscellaneous TBD ~ "'tI III ii1 c. ¡i" CD d ~ r- :Þ ~ m ~ (f) !! "C ~ ;:a I» 3" :::tJ RD ëõ ~ ... en m -a ~ m (') "C :::tJ 0 :::tJ )( 3 <II ~ 0 ::z: "C :::I 1"1'1 <II 3 en m ~ :a ~ m c ª II if (f) -f m "C ¡¡; ~ c:: CD .c m 0 õ' D:J :::I C .... - jiõ 20 :::I :::I :r S' z z d iiï ~ "C ~ ~ c I:a a ~ (') 3 c:: "C ::r < I:a g 3 <II r- e!. < F :::I 0 $ !:!! 3: m en C I» (þ ~ .... 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S ~. f'""'i'- rJ). ~ ~ ~ = a a ~ = Q. ~ Q. ~ =- r-~ = \Ij = -0 ~ '--".........,.*--_."... ~ .... . ~ ~ .... . = rIj ~ = rIj rIj ~ ~ [~ = I ~= ~= = g. ~ ~= ;. rIJ. 5:rIJ. ~ f""t- ~ ...... q o ~ ~ ~ [~ '-Q ~~ 3. ~ ~ Q ~., ~ rI:J ~~ r:> g= ~rI:J ~ rI:J ...... = CTQ ~ ...... ~ ~ ., ...... r:> ~ '~.._-'-'-'_. ~ = ~.., qQ. ~= ~= ~ [~ = T;Ij T;Ij ~ Q Q ~ ~ ~ ~ ~= ., ~ ~~ ~ ~ ~= ~ = Q. ~ ~ r"J. Q = ~ = ~ ., _. " = _. CtQ ~ = ., ~ o ~ = rIJ. rIJ. ~"'W~··· n = ~ = = c- = rI:J ~ = rI:J rI:J - OCPfYt >- . .. COL~~\~ ~~Uf¡~ FUå\\!rS\OH, INTERLOCAL AGREEMENT . ~ . NOV021995 ~~~~t, made and entered into this 5T~ dãy of , 1995, by and between the City of NaPl...esj~,..a,..-,\ï",,~ a municipal corporation, hereinafter called Ci;~I~~~dt.f",~',4'~::''F ;~." Collier County, a political subdivision of the State of Florida,._- hereinafter called County. R'J'"'("i<!"""ij·, ¡¡;-1"'. . ~,~ ,:1"" 3 'Àf ':"" t3 ;: : ,1........·'-""'" ___rI . _ WITNESSETH WHEREAS, the City must set an ad valorem millage rate for Fiscal Year 1995/1996; and WHEREAS, in past years, the millage rate for some City residents has included an allocation for the maintenance' of the Moorings Bay System and Doctors Pass and its Approaches; and WHEREAS, since 1994, the maintenance of Doctors Pass and its Approaches has been included in the allocation of funds generated by the Collier County Tourist Development Tax, more specifically within the sixty percent of the Tourist Development Tax revenue allocated for Category A (Beach Renourishment and Pass Maintenance) purposes; and WHEREAS, the estimated cost for maintenance of the Moorings Bay System can now be generated by a lower millage rate than in past years, and it is the desire or the City Council to reduce the millage rate for those affected residents; and WHEREAS, both the affected residents and City Council-desire a commitment from the Board of Commissioners that the cost of maintenance of Doctors Pass will continue to be borne by the Category A funds from the Tourist Development Tax; and WHEREAS, Doctors' Pass and its approaches are described on the attached Exhibit "A"; and WHEREAS, Chapter 163, Florida Statutes, provides for intergovernmental agreements between metropolitan or consolidated governments. NOW, THEREFORE, in recognition of the desire for a continuing commitment, both the City Council and the Board of Commissioners agree as follows: 1. The costs of maintenance of the Moorings Bay System will continue to be bornè by the Moorings Bay Taxing District. 2. The costs of maintenance of Doctors Pass and its Approaches will continue to be borne by the Category A funds from the Collier County Tourist Development Tax. 3. This agreement shall take effect immediately upon its acceptance and shall be subject to annual appropriations by the S~P-Ø5-1995 16:46 DEVELOPf1EI"¡ r SERV I CES , ';;<.:.11 ~jq<l:'..J:;'j r-'.Ú¿ ,. . ... ........- -~ ' ~.,--, 1.....~--·,· .. EXHIBIT "A" GULF OF JdEXIca I,) ,n '. "'1 u " ~~' '. '" ù) " A. . . "10 1""" Ð '. '. DREDGE "., AREA 1 7 "", ...~ I !'"rn:"ND' ~ DREDGE AoRtA AND SPO~ $I~ p~ Y APPROVED UNDEJ't PE:RMIT NO. 112032389 B ~ fæ ~ ~ ~ DREDCE AREA 1 1Nc:REASEJ'J OR£DCìE AREA 2 DREDCE AREA ~ DREDCE AREA 4 6.4 1.5 0.15 '.7 , j \ .' ¡ i ':"-000 :..,,'StiOÄC·'~..,_ ~ DREOÇC AREA , 2 J NOTr.~· ·\;;;7;:~;,,;~;;,;;::_ ".~::~::~;:::~'~::::~::.-:-- '. ...... _.~::.=:-: . -- COfoITOI,IR UNES AS!E IN F"ŒT BELOW N.C. V.D. (EL.- 0.0") 4 9' 8' T ~ F'lu. IN SPOIL s¡,re; ~u. NOT EXc:a:CI ELEVA110N -,' (REF. H.C.V.C.) -:', i . : f. " .., .- -.. .., 100' O' ¡.,..-;.-=~ 'DO' 200' , I f';. : : t ~ ~ PREPARED FOR: (.- .: ~ ~ ,. . ..~ ". :-:PREPARED BY: ~/ / '.. .~A ~ : c..-R08ERT A. CRAWFORD, .E.. , :"FLORIOA REG. NO, 15228 ,- PROPOSED DREDGING Þ-NO MAINTENANCE DREDGING OF DOCTORS PASS eo' CITY OF" NAPLES ~:' T t. ice ,.. 735 EIGHTH STREET SOUl}-I r " \. NAPLES. Fl..ORIOA .3394Ói .:' ..~. ~ " ..:..... "-, "... ..' SAVE THE BAYS ASSOCIÞ:Tlci~~~ç: ~., P. O. BOX 159.3 ..... NAPLES. F1..0RIDA .3.39:59 SUBOCEANIC CONSULTANTS. INC. 261 AIRPORT ROAD SOUTH NAPLES. FLORIDA 33942 (813) 251-2025 DA TE 9-9-1:11 REVISIONS: 04- .~ . .~-. SHEET ....L or .JL C' . TOTAL P.Ø2 Interlocal Agreement Page 2 Board of County Commissioners. A~TEST: I CITY OF NAPLES .". -A. BY: . , ~ --------- Maria J. Chiaro, City Attorney DATED: I······ ATT~ST: ",. o ..' ~'. I ~"..~ ," ..... .' _ . '. f '.. BOARD OF COUNTY COMMISSIONERS COLLIER COUNTY, FLORIDA . ~ - ~ , 1. - ~;~ ':- ~;,.. Ç).C!- ;~~roc,~~rp BY: " Approved as··'to form and legal;i,.ty:"- , btiI,J Jç (L--.o r(c{~nnet Cuyler, County ~.-rJ Attorney JCS\dpcommit.wpw FUNDING OF INLET MAINTENANCE IN COLLIER COUNTY A HISTORICAL PERSPECTIVE AND RECOMMENDATIONS By Ron Pennington Chairman, Collier County Coastal Advisory Committee Chairman, Moorings Bay Special Taxing District Advisory Committee November 8, 2004 A historical view of the Moorings Bay System, including Doctors Pass, identifies five different funding sources that have been used for maintenance of these waterways: developer, private contributions, City/County, special taxing district and tourist development tax. The Moorings Bay System was developed from swamp land and the small Inner and Outer Doctors Bays in the City of Naples during development of Coquina Sands, The Moorings and Park Shore neighborhoods, starting in the 1950's. It now extends from Banyan Blvd, North 3 1/4 miles, to Seagate Drive. It is flushed and provides boating access to the Gulf via Doctors Pass, which was improved by the developer in 1960 and hardened with rock jetties extending into the Gulf. In 1966, hurricane Alma caused severe shoaling in the pass, which was cleared by the developer. There was no further maintenance for a number of years. By the early 1980's conditions in Doctors Pass had deteriorated to the point of safety concerns and limited navigation for the 1,000 + boaters in the area. In 1981 a group of residents from around the bay formed "Save the Bays" (STB), a 301 (c) (3) organization, with the objective of solving the shoaling problem in Doctors Pass. The City was not prepared to use general funds for this need, so STB, through private donations, raised over $120,000 to conduct dredging, which was completed in 1984. In 1987, the City provided $15,000 and the County a similar amount, to perform maintenance dredging to clear a shoal, which had developed in the pass. In 1987 the City established the Moorings Bay Special Taxing District with an ad valorem tax rate of up to 0.5 mil annually. This was approved by the voters, who resided around the bay system, as the funding source for continued maintenance of the bay and Doctors Pass. The taxing district funded dredging in 1990 and 1992. In the late 1980's Collier County had embarked on a survey of its beaches, with funding assistance from the State. The results confirmed the need for renourishment, with a resultant need for a funding source. In 1990 the County presented a referendum for a 3% Tourist Development tax to the voters. This was approved, but was not properly implemented. This required program termination, even though some funds had been collected, which had to be escrowed. FUNDINGOF INLET MAINTENANCE IN COLLIER COUNTY A HISTORICAL PERSPECTIVE AND RECOMMENDATIONS Next, upon recommendation from a citizen committee, the County presented the voters with a 1 % sales tax referendum for beaches and a number of other things. This was defeated in the election of November 1990. County government then essentially gave up the effort. Marco Island proceeded independently with renourishment, funded by the hotels and Hideaway Beach. It was communicated to Naples City Council, if they wanted the City's beaches renourished, they would have to do it themselves. In January 1991 the City established a Beach Renourishment and Maintenance Committee, which I was privileged to chair. After a year of extensive effort by our committee, I went before the County Commission in January 1992 with a report of the deplorable condition of our beaches, a program for recovery and funding recommendations. Principle of the recommendations was a 2% Tourist Development Tax. In August 1992 the BCC enacted Ordinance 92-60 to be presented to the voters for establishing a 2% Tourist Development Tax. It was specified in the ordinance that as the first priority 60% of the tax was to be used "To finance beach improvement, maintenance, renourishment, restoration and erosion control, including pass and inlet maintenance." (emphasis added). Pass maintenance was a major element of consideration, as many in the Moorings were told by the County Manager to support the ordinance, which would relieve the taxing district of the cost of dredging Doctors Pass. It was a significant inducement to the boating community throughout the County, as many of us found in speaking to community groups urging their support of the ordinance. In November 1992, 69% of County voters approved the ordinance. This time it was properly implemented and subsequent pass maintenance in the County has been accomplished using Category A Tourist Development tax funds. In 1995 an interlocal agreement was consummated between Collier County and the City of Naples governing Tourist Development Tax funding for maintenance of Doctors Pass. The agreement details that the Moorings Bay Taxing District will fund maintenance of the Moorings Bay System and "The costs of maintenance of Doctors Pass and its approaches will continue to be borne by the Category A funds from the Collier County Tourist Development Tax." The limits of Doctors Pass and its Approaches are precisely defined by an attached drawing. The voters of Collier County specifically authorized funding for pass and inlet maintenance by Category A Tourist Development Tax funds. However, the precise boundaries of each pass/inlet to be funded by this source have not been identified, except for Doctors Pass. ----,. FUNDING OF INLET MAINTENANCE IN COLLIER COUNTY A HISTORICAL PERSPECTIVE AND RECOMMENDATIONS Recommendations: 1. Wiggins Pass - Limited to the boundaries presently permitted and prescribed by the Inlet Management Plan. Additional studies and maintenance to be funded by local sources. 2. Clam Pass - Need to develop an inlet management plan with consideration of the required bypassing of sand to the downdrift beach. 3. Doctors Pass - lAW existing interlocal agreement. 4. Gordon Pass - Federally funded in the past. Future? 5. Marco Island - Big Marco and Caxambas Passes - Consideration of an interlocal agreement between Collier County and City of Marco Island. Ron Pennington COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY DATE: December 17,2004 SUBJECT: Suggested Amendments to Tourist Tax Ordinance 92-60 BACKGROUND: Discussions have been ongoing as to possible ways to increase the amount of advertising and promotional dollars available in the tourism budget. Staff has developed a possible solution that would dedicate incremental increases in tourist tax revenue as a result of efficient marketing to be used for additional marketing and promotion of off-season activities. Other changes in the ordinance include: On September 21, 2004 The Board of County Commissioners directed staff to prepare an amendment to Ordinance 92-60 as Amended to authorize Municipally-Owned Museums for C-2 Grant requests. On September 21, 2004 the Board of County Commissioners directed staff to work out a lease arrangement on the Naples Depot to operate it as a County museum. That necessitates changes to the Tourist Tax Ordinance 92-60 to authorize the use of Category C-l funds for non-profit owned and County operated museums, and a change in allocations to accommodate that additional funding. Staff is proposing the following language changes in the use of tourist tax funds. Added or changed language is underlined: Category A: No greater than 50% of the 2% tax and 100% of the 1 % tax, reduced by the amount required for Category D, up to a maximum of the approved budget by Board of County Commissioners on or about October 1 of each year. Category B: 23.236% of the 2% tax. An additional amount may be added at mid fiscal year on or about April 1 which will be based on the difference between the budgeted amount of Category A and Category C revenue on October 1 of the applicable fiscal year and the actual amount collected bv April 1. Category C: To acquire, construct, extend, enlarge, remodel, repair, improve, maintain, operate or promote one of more County owned or operated museums or municipal owned museums or museums that are owned and operated by not for profit organizations and open to the public. Percentage of Net Revenue for Category C: ..~-~"_.-., No greater than 26.764% of the 2% tax. This amount may amended upwardly or downwardly prospectively from the date of the budget amendment approval, provided that the amount of the aggregate allocation per fiscal year budget amendment does not exceed 26.764% of the 2% tax. Category C Sub-categories: C (1): County owned and operated Museums and museums owned by non-profit organizations and operated bv the County: +9 22% C (2): Municipal owned museums and Museums owned and operated by non-profit organizations open to the public: HM 4.764% STAFF RECOMMENDATION: Staff is requesting discussion on each of these changes and a direction for possible amendments to Ordinance # 92-60 BCC/TDC RECOMMENDATION: ( ) APPROVED ( ) DENIED COMMENTS TDC DIRECTOR DATE -~..." ~··.r'_~_"'_'''_'''___'_'_"