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Agenda 01/08/2019 Item #11C01/08/2019 EXECUTIVE SUMMARY Recommendation to accept a report detailing the activity marketing efforts in the Fiscal Year 2018- 19 Strategic Marketing Plan for The Naples, Marco Island, Everglades Convention & Visitors Bureau. OBJECTIVE: To update the Board regarding the activity marketing efforts of the FY 2018-19 Strategic Marketing Plan, specifically for arts & culture and sports marketing. CONSIDERATIONS: On October 9, 2018, the Board approved item #11.B, the Fiscal Year 2018-19 Strategic Marketing Plan for The Naples, Marco Island, Everglades Convention & Visitors Bureau. The plan included Goals, Objectives, Target Markets, Situation Analysis, Strategies, tactics, Implementation details, and detailed planned expenditures for each marketing discipline in the Tourism Division Budget for FY 19. Throughout development of the plan, the Tourism Division conducted regular monthly meetings with its sales and marketing partners from hotels, and at quarterly Advisory Roundtables where an average of 75 tourism business representatives from hotels, attractions, restaurants, shopping and arts and culture groups contributed new suggestions for our destination marketing efforts. More input was contributed at our day- long strategic marketing retreat on June 27, 2018 that was attended by over 80 tourism industry partners. During consideration of the strategic marketing plan, the Board requested that staff make a future report that provides more detail on how the plan supports activity marketing - specifically in the areas of arts & culture and sports destination marketing. An enclosed report provides a detailed account of each of activity marketing programs, as well as budgetary information regarding each program. FISCAL IMPACT: There is no fiscal impact associated with this report. The FY 19 budget for Tourism media and production in the Strategic Marketing Plan is $4,274,802. GROWTH MANAGEMENT IMPACT: There is no growth management impact associated with this report. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. - CMG RECOMMENDATION: To accept the report detailing the activity marketing efforts in the Fiscal Year 2018-19 Strategic Marketing Plan for The Naples, Marco Island, Everglades Convention & Visitors Bureau. Prepared by: Jack Wert, Director, Tourism Division ATTACHMENT(S) 1. Activity Marketing Projects CVB 2018-19 (PDF) 11.C Packet Pg. 215 01/08/2019 COLLIER COUNTY Board of County Commissioners Item Number: 11.C Doc ID: 7629 Item Summary: Recommendation to accept a report detailing the activity marketing efforts in the Fiscal Year 2018-19 Strategic Marketing Plan for The Naples, Marco Island, Everglades Convention & Visitors Bureau. (Jack Wert, Tourism Director) Meeting Date: 01/08/2019 Prepared by: Title: – County Manager's Office Name: Sean Callahan 12/21/2018 11:55 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 12/21/2018 11:55 AM Approved By: Review: Tourism Sean Callahan Deputy Director Review Skipped 12/21/2018 12:34 PM County Manager's Office Sean Callahan Executive Director- Corp Business Ops Completed 12/21/2018 12:35 PM Tourism Jack Wert Director Review Completed 12/21/2018 12:44 PM County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 12/21/2018 1:43 PM County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 12/21/2018 2:34 PM Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 12/26/2018 8:55 AM Budget and Management Office Ed Finn Additional Reviewer Completed 12/26/2018 12:26 PM County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 12/27/2018 9:23 AM Board of County Commissioners MaryJo Brock Meeting Pending 01/08/2019 9:00 AM 11.C Packet Pg. 216 Activity Marketing Projects 2017-2018 11.C.1 Packet Pg. 217 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Activity Markets Arts, Culture, Heritage, Entertainment 11.C.1 Packet Pg. 218 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter November 2017 11.C.1 Packet Pg. 219 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter November 2017 11.C.1 Packet Pg. 220 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter November 2017 11.C.1 Packet Pg. 221 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter February 2018 11.C.1 Packet Pg. 222 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter February 2018 11.C.1 Packet Pg. 223 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter February 2018 11.C.1 Packet Pg. 224 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter February 2018 11.C.1 Packet Pg. 225 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter July 2018 11.C.1 Packet Pg. 226 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter July 2018 11.C.1 Packet Pg. 227 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Facebook Promotion 11.C.1 Packet Pg. 228 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) The Key Marco Cat Returns to Marco Island The Smithsonian September/October 2018 Repeated in Nov / Dec 11.C.1 Packet Pg. 229 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 230 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 231 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 232 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 233 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Eco-Adventure Travel 11.C.1 Packet Pg. 234 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter July 2018 11.C.1 Packet Pg. 235 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter August 2018 11.C.1 Packet Pg. 236 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter August 2018 11.C.1 Packet Pg. 237 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Facebook Promotion 11.C.1 Packet Pg. 238 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Facebook Promotions 11.C.1 Packet Pg. 239 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Sports Marketing 11.C.1 Packet Pg. 240 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter December 2017 11.C.1 Packet Pg. 241 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter April 2018 11.C.1 Packet Pg. 242 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter April 2018 11.C.1 Packet Pg. 243 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter April 2018 11.C.1 Packet Pg. 244 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Leisure newsletter August 2018 11.C.1 Packet Pg. 245 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Facebook Promotion 11.C.1 Packet Pg. 246 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Sports Sales Flyer & Planning Guide 11.C.1 Packet Pg. 247 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 248 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Sports Planning Guide Print ad 11.C.1 Packet Pg. 249 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 250 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) Upcoming Newsletter schedule October 2018 –September 2019 October –Come Celebrate the Holidays in Paradise November -Bird watching, wildlife, fishing with wellness incorporated December -Food Festival Season January –Discover the Arts in Paradise February –Fishing in the Everglades March –Health and Wellness in Paradise April –Discover a Taste of Paradise May -Summer fun for families June –Pets in Paradise July –Watersports and boating August –Cultural Heritage and Museums September-Fall Food Festivals 11.C.1 Packet Pg. 251 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) ReR Return to Paradise Post Red Tide 11.C.1 Packet Pg. 252 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 253 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 254 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing) 11.C.1 Packet Pg. 255 Attachment: Activity Marketing Projects CVB 2018-19 (7629 : CVB Activity Marketing)