TDC Agenda 01/28/2019Naples, FL 34112
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member of the Council, that item will be moved from the Consent Agenda and considered
Coastal Zone Management
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Engineers for Collier County Beaches and Inlets Annual Monitoring for 2019 under
90536)
Grade Construction
7512) to Earth Tech Enterprises, Inc., for a lump sum total
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7456 “Tourism Website Services” to Miles
tourism.
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9. Council Member Discussion
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November 26, 2018
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MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, November 26, 2018
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
Robert Miller
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
Felicia Kirby, Associate Project Manager, Parks and Recreation
Jeffrey John, Sports Development Manager
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1. Call to Order – Commissioner Fiala
Commissioner Fiala called the meeting to order at 9:00 A.M.
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
Addition of Item 5.A – Marco Island Historical Society
Addition of Item 8.A – Short Term Rental Discussion
B. Approval of prior TDC Meeting Minutes
1. Regular Meeting October 22, 2018
5. Presentations/Public Comment - (3 minutes each)
A. Marco Island Historical Society
Patricia Rutledge, Executive Director, Marco Island Historical Society reported that the Key
Marco Cat Exhibit will be returning to the Marco Island Historical Museum and be on display from
December of 2018 thru April of 2021. She also noted that the other elements in addition to the Cat
have been added, and roadway banners have been commissioned for display along Collier Blvd. on
the south side of the Jolly Bridge. She thanked the Council for their past support of the organization
and the official opening of the Exhibit to be held on January 26, 2019.
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
None
B. Beach Park Facilities
None
C. Tourism Division
None
7. New Business
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A. Recommendation to Award Invitation to Bid No. 18-7489 “Ann Olesky Park Shoreline and
Habitat Restoration” to Earth Tech Enterprises, Inc. in the amount of $539,905 for the Ann
Olesky Erosion Control project, authorize the necessary budget amendment and make a
finding that this expenditure promotes tourism.
Ms. Kirby presented the above referenced Executive Summary noting that the project involves
shoreline stabilization and habitat restoration and the Florida Fish and Wildlife Conservation
Commission is participating in funding the habitat restoration segment of the project in the amount
of $138,000.
During Council discussion, the following was noted:
Studies, including a 3rd party review was conducted to support the proposed project.
The original cost estimate of the project increased due to a change in the design.
The existing fill on site could not be utilized due to the content of the material and the work
required for the installation of riprap and other previously unanticipated stabilization
measures.
B. Recommendation to approve a professional services Work Order with APTIM Environmental
and Infrastructure, Inc. for a not to exceed cost of $73,889.80 under Contract #15-5382 to
support Collier County during the preparation of the Feasibility Study performed by the
United States Army Corps of Engineers for the Collier County Hurricane and Storm damage
Reduction (HSDR) project, approve all Budget Amendments and make a finding that this item
promotes tourism (Project #80366).
Mr. McAlpin presented the above referenced Executive Summary noting:
That the request is supporting the County’s participation in the study being conducted by the
US Army Corps of Engineers (USACE) for shoreline stabilization of the County beaches.
That the study is funded by a $3M USACE grant with the goal of the County executing a 50
year contract for beach renourishment work through the Agency.
That a conceptual plan will be developed by the Agency over the next year followed by a
final plan anticipated to be completed in the following 2 years.
That the 3 year endeavor is independent of the County’s beach resiliency study which will be
delayed until this plan is completed.
The proposal is for the County to compile and provide data to the Agency facilitating the
plan development.
During Council discussion, the following was noted:
That the impacts of potential sea level rise will be incorporated into the study.
That the Agency will also be responsible for permitting the projects associated with the plan
which would be funded by a cost share agreement with the County (i.e. 60 - 70 percent
Federal, 30 - 40 percent County).
That the County’s consultant will work with staff to assemble the information. That staff be
the conduit to the Agency for the provision of any information,helping to accelerate the
development of the plan and ensure that the product is the most beneficial for the County.
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C. Recommendation to approve proposal dated October 12, 2018, from Humiston & Moore
Engineers to update the 2018 Aerial Image Book and complete the Wiggins and Doctors Pass
monitoring reports under Contract No. 15-6382, authorize the Chairman to execute the work
order for a not to exceed amount of $15,898.25, and makes a finding that this expenditure
promotes tourism.
Mr. McAlpin presented the above referenced Executive Summary noting that the update to the
Image Book will be included in the County’s 2019 monitoring report and the update is necessary as
a result of Hurricane Irma changes to the areas.
D. Recommendation to approve the removal of dune plantings from the approved temporary
construction language for the Marco Island Central Beach Regrade project and make a
finding that this activity promotes Tourism.
Mr. McAlpin presented the above referenced Executive Summary noting:
That the County is re-grading a portion of the Marco Island beaches to eliminate the ponding
of stormwater on the areas.
In certain areas, the private lands go beyond the Erosion Control Line for 6 condominiums
and the Marco Island Civic Association Beaches.
The County needs temporary construction easements from these parties to renourish the areas
between the beach and dunes to ensure a cohesive renourishment project and eliminate the
potential for swales between the areas.
Generally, the work includes planting in the dune areas however,concern has been expressed
by the owners the plantings will obscure the view of the Gulf.
County Staff is recommending that the dune planting portion of the project be eliminated
from the requirements of the temporary construction easement.
Any owner who chooses not to provide the temporary easement will not be eligible for
renourishment of their property.
The item was presented to the Marco Island City Council who was in favor of the concept.
The following was noted during Council discussion:
Mr. McAlpin will coordinate with Commissioner Fiala to develop a press release for the
Coastal Breeze project.
It may be beneficial to reach out to the Marco Island City Council given there was a recent
election and change of membership.
Commissioner Fiala will be convening a Town Hall meeting on Marco Island in February
and will coordinate with staff on attending to answer any questions on the project.
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E. Recommendation to approve the acceptance of grant funding from Florida Sports Foundation
in the amount of $20,600 to offset a portion of the operation expenses to host the 2018 Football
University (FBU) National Championships in Collier County and make a finding that this
action promotes tourism.
Mr. John presented the above referenced Executive Summary noting the Council has committed a
total of $512,000 to the event, and that the grant funds requested today are to be utilized to offset
operating expenses such as field rentals.
F. Recommendation to approve Tourist Development Tax Promotion Funds to support eight
upcoming January and February 2019 Sports Tourism Events up to $73,900 and make a
finding that this expenditure promotes tourism.
Mr. John presented the above referenced Executive Summary requesting grant funds for the
following events:
Dimitri Cup 1st Weekend - Boys and girls soccer event held on January 12-14, 2019 - $10,500.
Dimitri Cup 2nd Weekend - Boys and girls soccer event held on January 19 - 20, 2019 - $22,500.
Dimitri Cup 3rd Weekend - Boys and girls soccer event held on January 26-27, 2019 - $7,500.
Dimitri Cup 4th Weekend - Boys and girls soccer event held on February 2-3, 2019 - $7,500.
Men’s Transition Tour - Tennis event held on January 11-20, 2019 - $3,750.
National Junior USTA L3 - Juniors single & doubles tennis event held on January 26-28, 2019 -
$3,750.
West Coast Super Senior Grand Prix - Tennis event held on January 21-27, 2019 - $2,300.
Winter Classic Pickleball Tournament - Held on January 25-27, 2019 - $4,950.
The following was noted during discussions:
Staff monitors the events to ensure that sufficient rooms are booked in Collier County and
the promoter only receives funding for those rooms filled in the County.
If it is determined an event is not cost effective for meeting the goal of booking room nights
in area hotels, the event may not be renewed for the following year.
G. Recommendation to approve the submittal of a grant application and authorize the acceptance
of grant funds awarded from Visit Florida in the amount of $22,500 for Collier County’s share
of a Red Tide Tourism Recovery Regional Marketing Grant request and make a finding that
this action promotes tourism.
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Mr. Wert presented the above referenced Executive Summary noting that the Google Ads campaign
is a regional activity involving several jurisdictions who suffered loss of business as result of the
recent Red Tide outbreak. Staff has implemented other marketing campaigns specific to Collier
County now that the outbreak has subsided.
Old Business
A. Short Term Rental Discussion
Staff queried if the Council wished to request that the Board of County Commissioners consider
developing standards to regulate short-term vacation rentals of private properties. Measures may
possibly include enforcing the existing requirement prohibiting rental terms of 6 months or less
in most residential districts and/or developing regulations for the activity such as safety standards
similar to those provided in commercial establishments. Flagler County does have a model
ordinance which does address the activity which could be utilized as a basis for the regulations.
The Council noted:
Concern that the private property is violating County standards and may have an unfair
competitive advantage given the lack of safety features required for transient lodgers.
Prohibiting the activity may not be beneficial as those who legally register their facilities
pay the tourist tax and generate approximately 33 percent of the overall revenue.
Regulating the activity is difficult and given the premises are single family homes.
Homeowner and Condominium Association documents already address the issue and the
enforcement could be left to those parties.
The activity may not be prohibited under Florida Statute, but standards can be adopted to
regulate the activity.
Some use the rental activity as a pathway to Florida residency and concern on eliminating
this type of use of the property could be over restrictive.
9. Council Member Discussion
Ms. Kerns noted that it may be beneficial to request a member of the Coastal Advisory Committee to
attend the meetings given the recent concerns over Red Tide and blue green algae outbreaks –Mr.
McAlpin reported the CAC is considering a change in their Ordinance for the ability to address coastal
water quality issues and he will provide an update at a future meeting.
Ms. Becker requested an update on the Beach Trolley -Staff noted promotions for the free CAT
transportation service are underway and an update on participation can be provided at a future
meeting.
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Mr. Sullivan reported that Naples High School Football Team is in the Class 6A Semifinals.
Commissioner Taylor wanted to ensure that the County is adequately promoting the Swamp Buggy
Events as a unique activity in the area –Staff reported the County does participate in promoting the
event and will provide an update on the measures undertaken at a future meeting.
10. Marketing Partner Reports
These reports (Marketing Partner Reports - Research Data Services, Paradise Advertising & Marketing,
Inc., LHG (Lou Hammond Group), Collier County Tourist Tax Collections, Miles Partners - Website
Activity, Digital & Social Media- Paradise Advertising, Book Direct, County Museums County
Museums) 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 – Dr. Walter Klages
Klages Research & Research Data Services, Inc. - Research Report
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 – Buzzy Ford
“Web Site Analytics”
F. Digital & Social Media- Paradise Advertising and Zebra Brazil
“Brazil Social Media Marketing”
G. Atilus – Search Engine Optimization
“Digital/Social Media Marketing”
11.Tourism Staff Reports
These activity reports (Tourism Staff Reports - Director, Group Sales, Leisure & Travel Trade Sales,
Special Markets, Sports Marketing, Public Relations & Communications, Film Office, International
Representatives, Visitor Centers)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 and Travel Trade Sales
D. Sports Marketing
E. Public Relations & Communications
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F. Film Office
G. International Representatives
H. Visitor Centers
I. County Museums
12. Detailed Staff Reports
A. Detailed Staff Reports
Submitted
13. Next Scheduled Meeting Date/Location – January 28, 2019 - 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 11:02 A.M.
COLLIER COUNTY TOURIST
DEVELOPMENT COUNCIL
_________________________________
Commissioner Donna Fiala, Chairman
These minutes approved by the Board/Committee on ___________________________________________
as presented _____________ or as amended _____________.
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$158,695 and make a finding that this expenditure promotes tourism. (Project 195 90536)
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7512) to Earth Tech Enterprises, Inc., for a lump sum total of $1,147,000;
County’s Engineer of Record (“EOR”) reviewed Prolime’s references on the previous projects it
$1,127,032.00
$1,147,000.00
$1,549,000.00
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$2,028,951.80
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costs.
At
The Tourist Development Council will review this item for “after fact” approval at their January 28,
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2018
$153,877
$2,613
350
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2018
$350,259 $ 257,155
$3,821 $2,419
500 323
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2018
$163,224 $209,718
$2,213 $2,397
300 320
2018
$210,219
$2,947
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2018
$182,532 $311,712
$2,593 $2,581
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of $1,844. The expenses to be paid for this event will be assistance with officials’ fees up to $1,500, event
2018
$133,005 $131,502
$1,844 $1,755
250 195
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assistance with officials’ fees up to $2,000, marketing and production fees up to $3,300 totaling up to
2018
$155,559 $236,525
$2,592 $2,802
350 374
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officials’ fees up to $2,000, marketing and production fees up to $3,300 totaling up to $5,250 in
2018
$154,384 $128,013
$2,592 $1,544
350 206
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x
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’s US Open Pickleball Championships.
x
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7456 “Tourism Website Services” to Miles Partnership,
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7456 on August 15, 2018 to 4,430 vendors for
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2
Ksoft Systems Inc.
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year renewals at the County’s discretion.
$28,080
$18,000
$14,760
$28,800
$31,200
$16,800
$137,640
$162,240
$299,880
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Contractual Services and subsequent contract years will be included in each fiscal year’s budget.
GROWTH MANAGEMENT IMPACT:
7456 “Tourism Website Services” to
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7456 “Tourism Website Services” to Miles
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new lease was delayed in the City’s drafting process. T
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Marketing Partner
Reports
January, 2019
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RESEARCH REPORT
Klages Research &
Research Data Services, Inc.
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Economic Indicators
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Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
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 25,000 24,800 24,800 26,300 28,500 29,300
2017 30,300 30,700 31,100 30,400 28,800 27,000 25,800 25,700 23,300 25,200 27,400 28,200
2018 28,900 29,400 29,800 29,300 28,200 27,200 26,500 26,300 26,300 27,200 28,400 28,900
23,000
24,000
25,000
26,000
27,000
28,000
29,000
30,000
31,000
* SOURCE: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program
(CES), Collier County Leisure and Hospitality Sector.
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Calendar Year 2018
January – December
Collier Visitor Profile
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Number of
Visitors
Room Nights
Economic Impact
1,823,300
+2.7%
2,380,700
+0.7%
$2,142,099,700
+4.6%
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# of Visitors 2018 %
Florida 659,334 +1.4
Southeast 119,696 +6.9
Northeast 345,429 +6.0
Midwest 276,859 +4.4
Canada 36,951 10.4
Europe 293,917 0.4
Other 91,114 +7.2
CY 2018 1,823,300 +2.7
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2018 2018 2018
Naples MSA 65.7%1.8 $235.26 +6.5 $154.54 +4.6
Naples Upscale 71.8%1.1 $300.78 +5.1 $215.98 +4.0
MiamiHialeah 76.7% +0.2 $199.35 +6.1 $152.81 +6.3
Florida Keys 77.2% +0.4 $268.49 0.5 $207.17 0.1
Ft. Myers 68.9%4.1 $155.90 +3.8 $107.43 0.4
SarasotaBradenton 65.1%5.9 $144.77 +0.5 $94.24 5.5
Clearwater 73.3% +1.0 $151.10 +5.2 $110.69 +6.2
St. Petersburg 68.6%4.4 $151.33 +1.3 $103.87 3.1
Palm Beach County 73.0%1.7 $182.86 +6.6 $133.42 +4.8
Ft. Lauderdale 76.9%1.1 $148.81 +4.2 $114.39 +3.1
Florida 72.9%1.1 $144.06 +4.4 $104.97 +3.2
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SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans 1718 Grp 1718 Total
Naples MSA 41.5%8.4 24.0% +13.2 65.7%
MiamiHialeah 57.4%1.3 14.9% +3.4 76.7%
Florida Keys 67.7% +0.6 8.9%0.9 77.2%
Ft. Myers 51.3%5.4 16.3%0.4 68.9%
SarasotaBradenton 49.9% +0.9 14.2%21.1 65.1%
Clearwater 55.3% +1.8 17.9%1.4 73.3%
St. Petersburg 49.8%3.2 17.4%6.3 68.6%
Palm Beach County 50.2%1.5 21.4%1.7 73.0%
Ft. Lauderdale 55.8% +0.7 16.5%5.2 76.9%
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Trans 1718 Grp 1718 Total
Naples MSA $254.25 +9.3 $203.45 +2.2 $235.26
MiamiHialeah $205.71 +7.2 $203.33 +4.5 $199.35
Florida Keys $270.79 0.9 $256.54 +3.1 $268.49
Ft. Myers $165.37 +4.9 $132.58 +1.0 $155.90
SarasotaBradenton $149.62 3.4 $132.42 +8.6 $144.77
Clearwater $155.73 +4.8 $136.83 +6.1 $151.10
St. Petersburg $156.32 +1.2 $141.41 +0.4 $151.33
Palm Beach County $188.73 +7.0 $175.47 +5.1 $182.86
Ft. Lauderdale $148.36 +3.6 $163.20 +5.2 $148.81
SOURCE: SMITH TRAVEL RESEARCH, INC.
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2017 2018 2017 2018
Q1 85.2% 89.4% +4.9% $305.9 $329.3 +7.6%
Q2 73.0% 74.0% +1.4% $228.7 $244.4 +6.9%
Q3 63.0% 65.3% +3.7%$144.6 $150.8 +4.3%
October 79.3% 64.1%19.2%$162.5 $169.4 +4.2%
November 80.7% 77.2%4.3%$184.5 $188.4 +2.1%
December 79.3%74.7%5.8%$243.2 $253.0 +4.0%
Q4 79.8% 72.0%9.8% $196.7 $203.6 +3.5%
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December 2018
Collier Visitor Profile
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2018 2018 2018
Naples MSA 62.2%5.7 $259.72 +4.6 $161.65 1.3
Naples Upscale 66.4%12.2 $350.70 +9.7 $232.74 3.7
MiamiHialeah 76.0%2.4 $257.48 +4.4 $195.70 +1.8
Florida Keys 73.8%2.7 $314.05 +8.1 $231.67 +5.2
Ft. Myers 66.3%8.9 $146.48 0.3 $97.08 9.2
SarasotaBradenton 61.2%7.6 $142.25 2.7 $87.01 10.1
Clearwater 62.8%0.6 $132.50 +2.0 $83.17 +1.3
St. Petersburg 60.3%3.8 $133.45 2.3 $80.42 6.0
Palm Beach County 73.7%3.0 $209.91 +3.3 $154.72 +0.2
Ft. Lauderdale 76.5% 0.0 $154.92 0.8 $118.55 0.8
Florida 68.1%2.9 $152.82 +3.0 $104.07 0.0
SOURCE: SMITH TRAVEL RESEARCH, INC.Packet Pg. 175
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SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans 1718 Grp 1718 Total
Naples MSA 45.5%3.6 16.6%10.2 62.2%
MiamiHialeah 60.9%3.1 10.5%0.9 76.0%
Florida Keys 66.4% +1.5 6.9%30.6 73.8%
Ft. Myers 53.0%8.6 12.0%8.8 66.3%
SarasotaBradenton 44.1%4.0 16.3%11.8 61.2%
Clearwater 49.9%2.3 12.9% +6.2 62.8%
St. Petersburg 46.9% +2.3 12.5%20.0 60.3%
Palm Beach County 54.1%4.8 18.6% +1.3 73.7%
Ft. Lauderdale 60.0% +1.7 12.4% +4.1 76.5%
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Trans 1718 Grp 1718 Total
Naples MSA $294.52 +2.8 $165.60 +7.8 $259.72
MiamiHialeah $277.45 +4.5 $209.96 +8.2 $257.48
Florida Keys $323.86 +8.3 $228.79 4.4 $314.05
Ft. Myers $158.96 +1.4 $100.94 9.4 $146.48
SarasotaBradenton $153.62 7.2 $115.07 +8.8 $142.25
Clearwater $136.42 +2.8 $117.37 0.8 $132.50
St. Petersburg $137.71 4.1 $120.26 +0.4 $133.45
Palm Beach County $233.40 +4.1 $148.68 +3.2 $209.91
Ft. Lauderdale $158.33 3.3 $154.81 +7.3 $154.92
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Collier’s commercial lodgings (+8.2%).* Their visits
contributed an estimated $220,622,700 of economic
impact to the County (+10.6%). Key performance
metrics are as follows:
December 2017 2018**%
Occupancy 79.3% 74.7%5.8
ADR $243.2 $253.0 +4.0
RevPAR $192.9 $189.0 2.0
*Available records suggest that approximately 90 units remained closed in December 2018
(December 2017: 800). Additionally, approximately 125 new units were added to Collier’s
rental pool since last December.
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# of Visitors 2018 %
Florida 65,720 +2.6
Southeast 12,461 +16.1
Northeast 23,727 +34.3
Midwest 27,312 +11.7
Canada 4,950 2.0
Europe 26,971 0.6
Other 9,559 +10.1
Total 170,700 +8.2
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following primary market segments:
December Visitation 2018 Visitor #
Florida 65,720 +2.6
Southeast 12,461 +16.1
Northeast 23,727 +34.3
Midwest 27,312 +11.7
Canada 4,950 2.0
Europe 26,971 0.6
Other 9,559 +10.1
Total 170,700 +8.2
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Collier lodging managers report their three month
forward reservations levels as “up.”
% of Properties (December)
Reporting Reservations 2017 2018
Up 51.5% 54.5%
The Same 36.4 20.6
Down 12.1 24.9
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This December, three out of five of the
destination’s visitor parties flew (2017: 62.6%;
2018: 63.1%). A majority of these (65.8%)
deplaned at RSW, with Miami capturing some
19.8%of deplanements.
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This December visitor party size averaged 2.8
travelers who stayed for 3.1 nights in the Naples,
Marco Island, Everglades area (December 2017:
2.7 people; 3.2 nights).
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Fully 94.8% consult the web for trip information,
with some 78.2% making bookings for their trip
online.
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The majority (97.3%) are satisfied with their
Collier stay, with 93.5% planning a future trip to
the area.
The typical December visitor is 50.1 years of age
(2017: 49.5 years).
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Visitors
2018
170,700
2017
157,800
Room Nights
2018
203,800
199,300
Economic
Impact
2018
$220,622,700
2017
$199,394,900
%
+8.2
%
+2.3
%
+10.6
* Available records suggest that approximately 90 units remained closed in
December 2018 (December 2017: 800). Additionally, approximately 125
new units were added to Collier’s rental pool since last December.
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Occupancy 79.3%74.7%5.8
ADR $243.2 $253.0 +4.0
RevPAR $192.9 $189.0 2.0
2017 2018* %
* Available records suggest that approximately 90 units remained closed in December
2018 (December 2017: 800). Additionally, approximately 125 new units were added to
Collier’s rental pool since last December. Based on units available to be rented.
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4.3 3.5
30.8 34.2
35.1%37.7%
0
15
30
45
2017 2018
%
New Market Share Gain from FL
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64.7
21.9
4.6 5.9
65.8
19.8
6.4 4.8
0
10
20
30
40
50
60
70
RSW Miami Ft. Lauderdale Orlando Int'l
%
2017 2018
% of Visitors Who Fly
2017 62.6%
2018 63.1%
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96.3%
Satisfaction 97.3%
94.4%
Would Recommend 95.5%
18.8%
More Expensive 14.6%
92.6%
Plan to Return 93.5%
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49.5
Average Age (years)50.1
$162,384
Median HH Income $164,175
2017 2018
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Paradise Advertising
Digital & Social Media
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50
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Digital campaigns generated over impressions and + clicks.
All digital campaigns performed above the industry benchmark of .05% - .10% click-through rate*.
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Campaign Impressions Clicks CTR %
CCT Golf FY19 1,707 1 0.06%
Display 1,707 1 0.06%
CCT Winter Leisure FY19 4,125,710 17,034 0.41%
Display 3,338,292 9,216 0.28%
Video 787,418 7,818 0.99%
CCT Red Tide Management FY19 11,920,675 43,277 0.36%
Display 11,039,908 39,853 0.36%
Video 880,767 3,424 0.39%
Grand Total 16,048,092 60,312 0.38%
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Display campaigns generated over impressions and over
clicks. Overall click-through rate was which is well
above the industry benchmark of .05% - .10%..
52
Campaign/Vendor Impressions Clicks
CTR %
CCT Golf FY19 1,707 1 0.06%
Women's Golf Journal 707 0.00%
Kingdom Magazine (Arnie's Kingdom) 1,000 1 0.10%
CCT Winter Leisure FY19 3,338,290 9,216 0.28%
Mediamath 2,136,208 3,987 0.19%
Valassis 1,202,082 5,229 0.43%
CCT Red Tide Management FY19 11,039,908 39,853 0.36%
AdaraMedia.com 3,167,111 4,766 0.15%
Sojern 4,026,402 4,597 0.11%
USA Today 3,846,395 30,490 0.79%
Grand Total 14,379,905 49,070 0.34%
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Video campaigns delivered over impressions with over completions, resulting in an overall completion
rate of video completion rate.
53
* PreRoll Completion Rate benchmark IAB.com – INNOVID 2016 Global Video Benchmarks – Industry Benchmark 7075%
Campaign/Vendor Impressions Clicks CTR % Completions Video Starts VCR %
CCT Winter Leisure FY19 787,393 7,817 0.99% 527,485 760,879 69.32%
Mediamath 481,849 3,011 0.62% 296,072 466,078 63.52%
Valassis 305,544 4,806 1.57% 231,413 294,801 78.50%
CCT Red Tide Management FY19 880,767 3,424 0.39% 654,489 871,869 75.07%
AdaraMedia.com 726,987 3,368 0.46% 550,963 719,029 76.63%
Sojern 153,780 56 0.04% 103,526 152,840 67.73%
Grand Total 1,668,160 11,241 0.67% 1,181,974 1,632,748 72.39%
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For December, paid social campaigns generated over
impressions and over link clicks. Overall link CTR was
We also garnered over landing page views.
54
Campaign Name Reach Impressions Link Clicks
Unique CTR
Link CPC Link Frequency
Red Tide Management FY19 488,827 1,075,110 15,886 2.78% $0.41 2.2
Totals 488,827 1,075,110 15,886 2.78% $0.41 2.20
Campaign Name Reach Impressions Link Clicks
Unique CTR
Link CPC Link Frequency
Red Tide Management FY19 538,106 1,295,468 20,571 3.21% $0.42 2.4
Totals 538,106 1,295,468 20,571 3.21% $0.42 2.41
Campaign Name Post Reactions Post Comments Post Shares
Landing Page
Views
Cost per LP
View Page Likes
Red Tide Management FY19 6,426 76 293 14,400 $0.46 6
Total 6,426 76 293 14,400 $0.46 6
Campaign Name Post Reactions Post Comments Post Shares
Landing Page
Views
Cost per LP
View Page Likes
Red Tide Management FY19 8,279 109 389 18,704 $0.46 6
Total 8,279 109 389 18,704 $0.46 6
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TOURIST TAX COLLECTIONS
Collier County Tax Collector
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WEB SITE ANALYTICS
Miles Partnership
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EXECUTIVE SUMMARY
The website had 137,476 visits in December,
up 98% month over month and up 67% year
over year. Rising campaign traffic (+104% YOY)
and strong organic traffic (+49% YOY) drove
the dramatic increase in activity.
Engagement metrics saw a slight dip YOY, with
average time on site down 14% and the
bounce rate inching up 1.7%, although the
homepage bounce rate did fall/improve 5%.
Conversions were mixed YOY. While three SITs
lost some traction, two saw significant gains:
Guide orders rose 33% and e-news signups
soared 257%.
Looking at all of 2018 vs 2017, total visits
(1,173,522) were up nearly 9% and the average
time on site (1.33 minutes) was up 4%.
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TOTAL SITE TRAFFIC, PAGEVIEWS & ENGAGEMENT
Total Visits: 67%
Total Unique Visitors:
69%
Total Pageviews:
Average Time on Site:
14%
Overall Bounce Rate (BR): 65.7%
2%
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SIGNALS OF INTENT TO TRAVEL (SITS)
Guide Orders: 33%
E-Guide Views: 59%
E-Newsletter Sign Up: 257%
Hotel Listing Views: 16%
Deals Page Views: 13%
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BOOK DIRECT PERFORMANCE
o BookDirect Widget Searches: 433 1,797
o BookDirect Click-Throughs (Referrals): 406 703
o Average Time Spent on Results Page (All Devices): 5.0 min 1.6 min
o Bounce Rate (BR): 12.5% N/A
o Search-to-Referral Ratio
Overall 94% 39%
Desktop 217% N/A
Mobile 25% N/A
NOTE: Click
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MOBILE, TOP PAGES & GEO MARKETS
Mobile Traffic: 73% of total traffic (including tablets)
Most Viewed Pages: (1) Beach Conditions landing page (BR 80%), (2) Homepage, (3) Events
landing page, (4) Beaches landing page, (5) Christmas Events & Holiday Celebrations article page
Top State Markets: Florida, New York, Michigan, Illinois, New Jersey
Top City Markets:Naples-Ft. Myers, NYC, Tampa-St. Pete, Miami-Ft.Lauderdale, Detroit
International Microsites (YOY Comparison):
UK: Visits (148) down 79%, time on site down 66%, BR up 29%
GERMANY: Visits (396) down 71%, time on site up 13%, BR down 21%
BRAZIL: Visits (196) up 44%, time on site up 333%, BR down 7%
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ORGANIC TRAFFIC
Organic was the largest source of
traffic in December, making up 47%
of all traffic and driving 64,458 visits
Compared to 43,240 visits in
December 2017, organic traffic was
up 49% YOY
The organic bounce rate was
54.9%, significantly lower than the
site’s overall BR of 65.7%
The organic bounce rate
decreased/improved 7.5% YOY
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PERSONALIZED CONTENT
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PERSONALIZED CONTENT
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PERSONALIZED CONTENT
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PERSONALIZED CONTENT
Didn’t see PC: 1.4
Saw PC: 8%
Clicked PC:
88%
PC = Personalized Content
Didn’t see PC: 0:49
Saw PC: 16%
Clicked PC: 125%
Didn’t see PC: 79%
Saw PC: 10%
Clicked PC: N/A
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TOP-LEVEL RECOMMENDATIONS & KEY INSIGHTS
When creating or updating website content, try to align with high-opportunity search
terms to drive organic traffic and engagement.
NEW CONTENT OPPORTUNITIES. Choose specific topics that align with high-opportunity search terms:
Naples Zoo 14,800 searches/month 15 – current page rank
Naples Botanical Garden 9,900 19
Naples Pier 6,600 11
Big Cypress National Preserve 5,400 21
Things to Do in Marco Island 3,600 8
Delnor Wiggins Pass State Park 1,900 10
EXISTING CONTENT UPDATES. Prioritize timely content and content aligned with high-opportunity terms:
Florida fishing license 22,200 searches/month 23 – current page rank
Update “Florida Fishing License Information” page and add link to snook fishing page in article text
Snook fishing 6,600 searches/month 10 – current page rank
Update “Snook Fishing in Southwest Florida” article and add link to fishing license info page
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PERSONALIZED CONTENT
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PERSONALIZED CONTENT
Didn’t see PC: 1.4
Saw PC: 8%
Clicked PC:
88%
PC = Personalized Content
Didn’t see PC: 0:49
Saw PC: 16%
Clicked PC: 125%
Didn’t see PC: 79%
Saw PC: 10%
Clicked PC: N/A
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TOP-LEVEL RECOMMENDATIONS & KEY INSIGHTS
When creating or updating website content, try to align with high-opportunity search
terms to drive organic traffic and engagement.
NEW CONTENT OPPORTUNITIES. Choose specific topics that align with high-opportunity search terms:
Naples Zoo 14,800 searches/month 15 – current page rank
Naples Botanical Garden 9,900 19
Naples Pier 6,600 11
Big Cypress National Preserve 5,400 21
Things to Do in Marco Island 3,600 8
Delnor Wiggins Pass State Park 1,900 10
EXISTING CONTENT UPDATES. Prioritize timely content and content aligned with high-opportunity terms:
Florida fishing license 22,200 searches/month 23 – current page rank
Update “Florida Fishing License Information” page and add link to snook fishing page in article text
Snook fishing 6,600 searches/month 10 – current page rank
Update “Snook Fishing in Southwest Florida” article and add link to fishing license info page
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ON LINE HOTEL BOOKING SERVICES
Book Direct- JackRabbit Systems
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Collier County Museums
Visitation Reports
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VISITATION AND
CUSTOMER SATISFACTION
DECEMBER 2018
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5,386 TOTAL VISITORS IN DECEMBER
December 2017* December 2018
Collier Museum at
Government Center 566 473
Naples Depot Museum 1,053 1,564
Marco Island Historical
Museum 1,818 1,867
Museum Of The Everglades 420 1,363
Immokalee Pioneer
Museum at Roberts Ranch 308 119
TOTAL 4,165 5,386
*December 2017 visitation impacted by Hurricane Irma.
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YEAR-TO-DATE VISITATION TOTALS
2016-PRESENT
0
10000
20000
30000
40000
50000
60000
70000
80000
Year-to-Date Total Visitation
2016 2017 2018
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VISITOR RESIDENCY
Where are you from?
8%
27%
9%
6%
51%
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How did you hear about us? (check all that apply)
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Were you welcomed by a Museum staff member or volunteer?
Describe your overall experience at the Museum today.
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There are five museums in the Collier County Museum system.
How likely are you to visit one of our four other museums?
Based on 010 scale of likelihood of visiting other locations.
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How likely are you to recommend this museum to others?
Based on Net Promoter Score® of likelihood of recommending specific location
Promoter: 9‐10 Passive: 7‐8
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COLLIERMUSEUMS.COM WEB VISITOR REPORT
New Visitor
Returning
Visitor
13.4%
86.6%
Total of 40,974 users in 2018
Average = 3,415 users per month
In December 2018, CollierMuseums.com
had 2,947 NEW site visitors, with
455 RETURNING site visitors.
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Year toDate Users CollierMuseums.com
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COLLIERMUSEUMS.COM
WEB VISITOR DEMOGRAPHIC REPORT
female
male
Site Demographics - Gender
December 2018
0
50
100
150
200
250
300
350
1824 2534 3544 4554 5564 65+
Site Demographics - Age
December 2018
42.4%
57.6%
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DIRECTOR ACTIVITIESJack WertJanuary 2019
PERIOD AT A GLANCE 2019 2018
Number of Advocacy Contacts 6 5
Number of Trade Show/Conferences 3 2
Number of Tourism Industry/Inter Div. 9 3
Number of PR Interviews/Communications 7 2
3
Advocacy
Collier Chapter Florida Restaurant & Hotel Association Board Meeting
Collier County Corporate Business Meetings
DMAI Advocacy Committee Meeting
Conference Calls on Algae Recovery Plan
Commissioner Fiala on TDC Agenda
Marco Museum Opening of Calusa Artifacts Exhibition
Trade Shows/Tourism Industry Conferences
Regional Meeting with Sarasota, Charlotte, Lee and Collier County on Red Tide plan and coops
SKAL Southwest Florida Board and Dinner meetings
FADMO PR Committee Meeting on 2019 Legislative Session
Tourism Industry & IntraDivision Meetings
Marketing meetings with Fort Myers VCB and Airport Marketing teams on Eurowings Carnival
Meetings on Paradise Coast Sportsplex
Meetings with tourism staff and agency on Spring/Summer creative plan
Meetings with Museum staff on Welcome Center at Depot
Meeting with County Finance on billing issues
Public Monuments meeting with Museums and Public Information Divisions
Quarterly Roundtable meeting at Bayfront Inn on 5th
Collier Sports Council Board Meeting
Attended HSMAI Adrian Awards in New York to accept new creative awards
Director’s Report Cont.
Promotional Activities 7
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Public Relations/Communications
Collier New Hire Orientations on Tourism
Monthly LHG Conference Call
Media interviews on tourism issues:
WINK; NBC2; ABC9
Naples News
Gulfshore Business and Gulfshore Life on Red Tide recovery stories
Promotional Activities/Special Events
Chubb Classic meetings with organizers and First Tee Championship
Post Event meeting with FBU organizers
Conference call with Pickleball organizers on contract for 2019 event
Attended Sanchez/Casal Academy championships and awarded trophies
Attended first two weekends of Dimitri Cup soccer event at NCRP
Presentation to Naples Press Club
Presentation to Naples networking group
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GROUP MEETING SALES REPORT
Debi DeBenedetto – Group Sales & Marketing Manager
Dec. 11, 2018 – Jan. 10, 2019
2017 / 2018 2019
Number of Meeting Planner Contacts 63 48 Contacts
Number of RFP leads sent
15 16 leads sent
Potential spend $3,981,569.05
Number of Groups booked 13 booked 11 groups booked
Total Room Nights/Econ. Impact for
Period booked
2645 Room nights and
$2054,241.57 Direct
spend
$6,672,945.14 delegate spend
13,509 Room nights booked
Number of RFP Enhancement (RFPE)
Requests
2 3 new RFPE requests granted
Number of RFPE’s to Contract 0 booked 5 groups booked, 3 lost,
Site Visits & FAMS 1 site 4 sites Judy, Jodi, Kelly, Amy
Number of Shows Attended No shows PCMA – one show
Sales Activities this Period
Wellness Tourism Visionary Task Force – Annual Be Well in Paradise Experience January 19, 2019 –
Proclamation was complete Jan. 8, 2019
Attended PCMA Professional Convention Management Association in Pittsburgh. With 4,000
attendees and hundreds of breakout sessions, 3 General Sessions I attended several of each. This
show was attended using Visit Florida Exhibitor presence with several other Visit Florida partners.
There were no appointments, it was exposure and presence and education and networking
opportunities.
Brainstorming event with Maura Zhang our Midwest rep to review and plan events and shows for the
2019 Sales plan. Trade shows revised, and sales missions determined.
Reminder and flash drives for RFP enhancement policy reminder sent out with new rules that require
hotels and planners getting funding assistance from the CVB to book business, show a video and use
CVB logos, speaker welcome, and sent flash drives with our video to all partners. CVB wants more
exposure to the groups.
Assisted writers for Cvent Elite Story on CVB on 12/13/18.
To implement the BLEISURE section of the 2019 plan a memo was sent out to all Resorts asking for
information and assistance to create a Bleisure program. We will follow up on this at our next
roundtable discussion and brainstorm it further and then create a destination Bleisure program to get
our visitors from both meetings and leisure to “stay one more day”. This program should increase
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room nights in our resorts and hotels. My focus is extending group attendee says and leisure sales is
focused on leisure stay one more day.
Follow up was complete on Florida Encounter.
A Fam survey has been drafted and will be implemented for all future post Fams and RFPE’s events
starting January 2019 as part of the marketing plan.
Registered and preparing for upcoming Meet Well February event, GMITE Incentive show, IPEC
planners February show.
Proofed Meetings newsletters and ads for upcoming advertising and promotions. Assisting ad agency
with direction for meetings photo shoot.
Assisted Midwest rep with communication, paperwork and events she is attending. See her separate
report. Completed trade show registrations for the Prestige events we are doing.
Oversee sales staff activities, Michelle, Claudia.
Hired new Assistant for Sales office for full time temporary and Yasmith Yidi will start Jan. 22nd.
No Fam Activities
Took 3 Collier County training classes as required FMLA, Safety, Driving
Leads from Meetings Today webinar that was hosted through our media promotions will be mailed a
post card. We had 456 planners attend this webinar. We will put them on our newsletter list.
Assisted 4 planners with site itineraries upcoming.
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TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero – Travel Industry Sales Manager
December 11 – January 10, 2019
PERIOD AT A GLANCE 2018 2019
Number of Travel Agent Contacts 20 0
Number of Tour Operator
Contacts
135
Number of FAM’s/Site Visits 10
Number Trade Shows Attended 0 1
EVENTS RECAP:
Show Name: Florida Huddle – Daytona Beach, FL
January 8 – 10, 2019
We had great partner participation this year with 12 partners in attendance. We had an entire row to ourselves. UK
reported being either flat or slightly down in 2018 vs 2017 for our destination. FL is still strong for the market, but
people are going to less expensive destinations. Tour operators believe this is due to red tide, currency and Brexit
German is finally picking back up mostly due to the exchange rate getting better. Brazil reported that they too are
seeing an increase in bookings now that their currency is stronger, and their political issues have stabilized a little.
Domestically tour operators also indicated that the red tide hurt their 2018 numbers to the area. Everyone is looking
forward to a better 2019 with most reporting being on pace or slightly up.
Leisure Sales Plan Update
Attending NY Times Consumer show with two partners this year January 25 – 27, 2019.
Attending AAA Expo in Ohio with one partner Feb 8 – 10, 2019.
Working on details for west coast partnership for ANATO in February such as booth preparation and handouts
promoting the west coast of FL.
Argentina and Chile sales mission dates moved to the week of March 25th, 2019.
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Specialty Markets
Michelle Pirre - Sales Assistant
12/9/2018-1/10/2019
Specialty Markets Sales Plan Update:
Destination Weddings & Honeymoon
The CVB hosted its first Wedding Planner site visit on the weekend of January 4th. Shari Vick who is a Destination Wedding and
Honeymoon Specialist and Travelleader affiliate. Shari’s site visit was filled with many great spaces to host weddings including beach
resorts, as well as resorts on the bay. Offsite venues included museums, Venue Naples, Naples Princess and Ngala. This was her first
visit to Naples and she was very impressed. In return Shari will be including all the venues she visited in a monthly newsletter
featuring each venue with their own spotlight and sharing that information with all her clients. She will also be promoting the
venues as well as the destination at all the tradeshows she attends. Shari will provide a nice blurb that we can share on our websites
well as report back any booked business.
Preparing to do a virtual wedding tradeshow with Travelalliance scheduled for 2/62/7. These shows will be done right in our
conference room from 2pm5pm.
LGBTQ
Preparing for the 2019 LGBT tradeshows as well as Naples Pride. Working with the pride
committee has begun for this year’s Naples Pride Fest. There will be an upcoming Miss
Naples Pride Pageant being held at the Gulfshore playhouse in April. The committee is also
”.
small
watch
Pride
Leisure
Preparing to attend the Boston Globe Travel Show January 17th21st, Canoecopia and Connect Diversity in March.
Coordinated the January 15th Roundtable event at the Bayfront Inn on Fifth.
PERIOD AT A GLANCE 2018
Number of LGBT & Wedding Planner Contacts 10
Number of Contacts for leisure newsletter 0
Number of FAM’s/Site Visits 1
Number Trade Shows Attended 0
Sales Missions 0
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January 2019 Monthly Report December Events & Activities
Sports Marketing Team Jeffrey John, Nicole King, Ed Caum
*Pickleball State ChampionshipsDec 79 waiting on Post Event Report
Please note that FBU 2018 will be provided separately
Development Activities this Period -Ed Caum
Gatorade College Soccer Showcase
Dec. 89, 2018
Direct Impact $330,374
Economic Impact $468,724
Room Nights 409
TDC Funding $7,348
Acquisition Cost $17.96
Total ROI (15%)
TDT $3,173
Gulfshore Holiday Hoopfest Basketball
Dec. 2730, 2018
Direct Impact $236,003
Economic Impact $333,747
Room Nights 376
TDC Funding $5640
Acquisition Cost $15
Total ROI 24%
TDT $2820
December Total Event Impact (Includes FBU 2017)
2018 2017
Number of Events 2 5
Direct Impact $566,377 $2,747,764
Economic Impact $802,471 $3,885,002
Room Nights 785 4536
Average Acquisition Cost $16.48 $22.82
TDT $5993 NA
Total Funding
Reimbursement
$12,988 $103,502
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Event Safety Protocol Meeting (X3)
Lou Hammond Conf. Call (X2)
Attend Wellness Meeting
FBU Conference Call (X2
Open Sales Position Interview
Selection Committee Arts and Culture
Red Tide Recovery Campaign Meeting (X2)
Meeting2 with new fulfillment contractor – Faneuil (X3)
New Hire Orientation (X3)
Attend Service Awards for one of our employees
Baggage Car Welcome Center Meeting (X2)
Sports Shoot Planning Meeting
Attend Executive Offices Meeting
Meeting with Agency of Record (X4)
Meeting with Florida Fire
Conference Call on Database Training
Conference Call with Powerboat
Attend FBU Games
Attend FBU Beach Party
FBU After Action Report Meeting
Attend Wellness Proclamation
Meeting with Superlative and Sports Fields Inc.
Attend XP Lacrosse Showcase
Development Activities this Period – Jeffrey John
Attended AAU Pickleball Championships in Punta Gorda
Site Visit to JW Marriott with Nicole King
Attended Collier County Sports Council Lights Tour
Attended QBE ProAm Pairing Party with Jack Wert
Participated in IDSS Conference Call
Meeting with Bill Flowers to discuss USGA Golf Event
Participated in FBU Conference Call
Attended Future Phenoms Lacrosse Event at NCRP (x2)
Attended FBU Orientation
Participated in Conference call with Powerboat
Attended FBU Freshman Welcome Reception with Jack Wert
Meeting with Amber from Paradise
Monthly Meeting with Parks and Rec
FBU Post Event Meeting
FBU Site Visits
Attended TDC Meeting
Development Activities this Period – Nikki King
Attend monthly Parks and Rec Meeting
Site Visit AVP JW Marriott
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FBU Conference Calls
Coordinated and Confirmed FBU Venue schedules and logistical needs
Attended FBU games
Attended Pickleball Event
Attended FBU Regional Event Barron Collier
Attended Gatorade College Showcase NCRP
Worked the Future Phenoms Camp at NCRP
Conference call Powerboat Nationals
Met with new Paradise Ad Team Member
Ensure Purchase Orders in Place for Upcoming Events
Process Post Event Reports/Calculate Eco Impact Dec Events
Collect Hotel Backup for Dec Events
Collect Reimbursement Backup for Dec Events
Collect Funding Applications for Upcoming Events
Collect estimates for Upcoming Event Costs
Estimate Future Event Eco Impact
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REPORT
JoNell ModysDecember 2018 Activities
Number of Media Contacts from CVB PR
December 2018 – 1,380
December 2017 –
December
Individual contacts: 40+
Local release distribution: 725
Number of Journalists/Influencers Hosted in
Destination
December 2018 – 7
December 2017
December
Paige Feigenbaum, Smart Meetings
Aubrie Gerber, Connect Magazine
Barbara Scofidio, Prevue
David McMillin, PCMA Convene
Ilona Kauremszky, Baxter Publications
Lori Smith, The Incentivist
Claude Preston, Southern Saltwater Fly Fishing
January
Stephen Kubiak, Visit Florida Red Tide
Recovery Marketing
Chris Joy, Visit Florida Red Tide Recovery
Marketing
News Releases
December 2018 – 6
December 2017 –
News Releases December
What’s New for 2019
Paradise Coast Meetings News
FBU Championships Return to Naples
2018 FBU Freshman AllAmerican Bowl &
Special Olympics Flag Football Games
FBU Championship Day Schedule Change
FBU Nat’l Championship Finals Cancelled Due
to Severe Weather
Publicity Highlights December
Shermans Travel “Easy Escape: Marco Island,
Florida” Result of FAM
EnRoute “A Year in Photos” Result of FAM
Matador Network “Florida’s red tide is finally
gone and it’s time to hit the beach”
Smart Meetings Online “Brand the Sand
During an IslandWide Meeting” Result of FAM
Simply Southern Mom “Brand the Sand During
an IslandWide Meeting” Result of FAM
January
amNewYork “Naples, Florida, offers an escape
to warmer weather” online and in print Result
of FAM
Gulfshore Life “How to Bring Tourism Back”
Result of interviews, multiple journalist
contacts
NewsPress Collier Tourism: Seeing is believing
for journalists, travel agents
NewsPress When the wind blows, go shelling
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Where to Retire America’s Best Main Street
Towns
January
NewsPress Winter sunshine shines light on
positive environmental news
Top Staff Projects November
Itinerary completion, planning for December
Meetings Media FAM with VISIT FLORIDA
Editing 2019 Visitor Guide editorial content, all
listings
Preparation for Florida Huddle
Set up hotel and filming destinations for VISIT
FLORIDA Red Tide Recovery Campaign
Attend and contribute to SWDirect Meetings
for transfer of contract
Website team meetings, latest updates
Twiceweekly red tide status and
communication calls
Beach Conditions webpage updates – crisis
response
News monitoring
Edits for multiple consumer, meetings
eNewsletters
Write and submit Visitor Statistics, Upcoming
Industry Events, Paradise Coast in the News,
Leisure Activities, Social Media sections for
Industry eNewsletter
Edit, fact check Charles McCool influencer
articles for ParadiseCoast.com
Work on fixes to Tours & Teambuilding listing
section with Miles
Write, issue news releases
Regular media assistance and information
responses
Assist tourism partners with information,
share publicity
Daily social media content, posting, responses
Evaluation of media monitoring systems assist
county with contract process
Regular updates to website article pages, add
deals, events
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VISITOR SERVICES REPORT-Lori Lou Waddell
December Activity 2018
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
Year 2017 44,153 92,081 40,329 1,617 4,647 5,193 188,020
Jan 2018 6,145 10,946 3,649 223 349 702 22,014
Feb 2018 6,362 12,619 3,684 313 405 517 23,900
Mar 2018 7,097 15,897 5,280 117 401 474 29,266
Apr 2018 4,041 7,880 1,954 140 202 234 14,451
May 2018 2,444 6,071 1,634 145 140 283 10,717
Jun 2018 2,613 5,883 0 83 85 207 8,871
Jul 2018 3,060 7,029 0 98 84 177 10,448
Aug 2018 2,172 5,216 0 144 64 236 7,832
Sept 2018 1,310 3,646 0 118 108 150 5,332
Oct 2018 1,924 4,668 0 100 78 229 6999
Nov 2018 3,385 7,596 0 140 143 194 11,458
Dec 2018 0 52 111 203 366
Total YTD 40,553 87,451 16,201 1,621 2,027 3,606 151,459
Everglades City Visitor Information Center has closed their location as of June 1, 2018.
Big Cypress and Oasis unavailable to send in their visitor counts for December due to Government shut down.
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International Visitor Origins
U.S. Visitor Origins
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Naples Visitor Information Center
Naples Visitor Information Center
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November Activities2018
Activities for the Period
Respond to all emails regarding tourism in Collier County coming to Chamber of Commerce
Staff satellite visitor information center in the lobby of the Naples Depot Museum with volunteers
Continue to request Chamber hoteliers with request for rack cards to place in lobby at Naples Depot
Museum
Continue to request Chamber attractions with request for rack cards to place in lobby at Naples Depot
Museum
FAM w/Pure Florida completed.
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FAM w/Staybridge Inn and Suites completed
FAM w/Botanical Garden completed
FAM w/Naples Princess completed
FAM w/Airboats and Alligators at Lake Trafford completed
Confirm FAM to Naples Zoo
Confirm FAM to Palm Cottage
Date Change for FAM at Red Roof Inn to February
Decorate the Depot in December
Tourism and hospitality rack cards and brochures in Naples Train Depot Museum
Discussion about a possible location for a visitor information center in Everglades City
Send out Calendar of Events to all Chamber of Commerce Board Members.
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 Schedules at Chamber and Museum Train Depot satellite location
Manage/update/email Calendar of Events for Tourism partners
Manage daily operation of Visitor Information Center
Manage all requests for Visitor and Relocation materials
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To showcase
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followers and get support through retweet
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Monthly Report
Brazil December Activity Report 2018
Trip Advisor conducted a study on some of the major differences between millennials (born after 1981), baby
boomers and the Generation X (born between 1961 and 1981) concerning travelling expenditure behavior.
According to the results presented, baby boomers are the biggest spending travelers. Tourists over 57 years
old usually spend 40% more than millennials and 12% higher than Generation X when it comes to flight tickets
and hotel accommodation. The average travel expenditure by generation was of USD 1,642 for Millennials,
USD 2,387 for Generation X and USD 2,783 for Baby Boomers.
(https://www.mercadoeeventos.com.br/_destaque_/slideshow/millennialsgastam40menosemviagens
queturistasmaisvelhos/)
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TRADE
Company Objective and Outcome Follow Up
Flytour MMT – TO
Av. Francisco
Matarazzo, 1350 – São
Paulo, SP – 05001900
Phone: +5511 4503
2443
Luiza contacted us
regarding some of
Flytour MMT’s new
projects for 2019.
A meeting was
scheduled
Gol Linhas Aéreas – Air
Company
Praça Comandante
Lineu Gomes S/N
Portaria 3 – 4626020
Phone: +55 11 2128
4700
We’ve contacted Mrs.
Rehder to evaluate
possible partnership
with Gol Linhas aéreas
for future projects in
2019. Gol is investing
on promoting their
new flights to Miami
and Orlando.
Email with
specific
information on
the destination
and follow up to
schedule a
meeting.
Reflexotur – TC
Home office
professional – Travel
consultant
Promote the
destinations and its
highlights.
Digital collaterals
sent.
MGM Operadora –TO
Rua Visconde de Rio
Branco, 1358 –
Curitiba, PR – 80420
210
Phone: +55 41 2104
6400
Roberto is assisting
Christina with a travel
package development
to PC.
Email follow up
to evaluate
possible details
and some more
information
necessary for
MGM to develop
new products.
Casa do Agente –TO
Praça Dom José
Gaspar, 134, 12º
andar São Paulo – SP
01047010
Phone: +55 11 3513
6100
Charles was contacted
to evaluate a possible
date for recording an
online training
sessions for Casa do
Agente’s online
platform.
We’ve
maintained
contact with
Charles to
evaluate the
possible date for
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the training
session.
Solo Turismo TC
Home office
professional – Travel
consultant
Promote the
destinations and its
highlights.
Digital collaterals
sent.
Arlete Viagens e
Turismo – TA
Rua Azevedo Soares,
192 – room 02 – São
Paulo, SP – 07851010
Phone: +55 11 4449
2511
Arlete has a lot of
experience with
Florida destinations.
She used to work with
groups and had the
opportunity to
organize trips to Key
West and Marco
Island.
Specific digital
collaterals sent.
Tigertur – TA
R. Guaianases, 408
São Paulo – SP
01204000
Phone: +55 11 3221
2390
Lissandra was present
to Casa do Agente’s
special training
session. She has a lot
of experience with
Florida destinations’
groups and found
Nalpes to be an
interesting option for
future groups.
Digital and
specific
collaterals sent.
Casa do Agente – TO
Pça Dom José Gaspar,
134, 12º andar São
Paulo – SP 01047010
Phone: +55 11 3513
6100
Promote the
destinations and its
highlights.
Digital collaterals
sent.
Wescentral – TO
SHS Bloco A, Quadra 1
– Brasília, DF – 70322
900
Phone: +55 61 3575
7500
Rosângela was
contacted to schedule
a meeting for
evaluating possible
opportunities for PC.
João will be in Goiânia
later this month and a
meeting was
scheduled.
Email follow up
to confirm the
meeting and
digital collaterals
provided.
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Kátia Batista
Kompleta Viagens – TA
R. Princesa Isabel, 232
– São Paulo, SP –
04601000
Phone: +55 11 5096
1780
Promote the
destinations and its
highlights.
Digital collaterals
sent.
Kompleta Viagens – TA
R. Princesa Isabel, 232
– São Paulo, SP –
04601000
Phone: +55 11 5096
1780
Promote the
destinations and its
highlights.
Digital collaterals
sent.
Kompleta Viagens – TA
R. Princesa Isabel, 232
– São Paulo, SP –
04601000
Phone: +55 11 5096
1780
Promote the
destinations and its
highlights.
Digital collaterals
sent.
PAM Turismo – TA
R Heitor Peixoto, 670
São Paulo, SP 01543
001
Phone: +55 11 2062
1911
Mr. Miracca is a
Florida specialist. He
requested more
information about
PC’s natural
attractions. He
organizes groups
focused on natural
attractions and has a
lot of interest in
Manatee’s related
programs
Specific
information and
digital collaterals
sent.
Ancoradouro – TO
Av. Dr. Liráucio
Gomes, 55 –
Campinas/SP 13024
490
Cesar Turlão was
contacted to define
the date for a final
training session. He
asked to postpone the
event due to some
organization issues.
The training
session will take
place in Riberão
Preto. Email
follow up to
evaluate a new
date.
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Phone: 5519
21373034
Wishes Travel –TA
Home Office/Online
Travel Consultant –
São Paulo, SP
Phone: +55 11 99962
3006
Ms. Ramazzini is a
travel consultant
specialized in Florida
attractions. She was
very interest in what
the Naples area has to
offer.
Specific
information and
digital collaterals
sent.
Alfainter Turismo –TA
R. Galvão Bueno, 33 –
São Paulo, SP – 01506
000
Phone: +55 11 2187
8989
Promote the
destinations and its
highlights.
Digital collaterals
sent.
Clube dos Turistas –
TA
Home office
professional / Online
travel consultant
Phone: + 55 11 98199
4206
Promote the
destinations and its
highlights.
Digital collaterals
sent.
VB Assessoria em
Viagens – TA
R. Ibiassuce, 96 – São
Paulo, SP – 03249140
Phone: +55 11 99182
1771
Promote the
destinations and its
highlights.
Digital collaterals
sent.
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Training
Name of
Company Market Number of
Staff Trained Training Follow Up
Casa do
Agente BR 20
This training session was organized by several
partner destinations’ representatives. This was
a specific Florida destinations day at Casa do
Agente TO and had 20 travel agents present.
Email follow up
with digital
collaterals and
access link to
Paradise
Coast’s E
learning course
on USA
Discovery
Program.
Promotions (Joint Marketing Activities – JMA’s)
Tour
Operator
Name
Market Description – Coop Actions Launch/Start Status
Ancoradour
o BR Only one training in Ribeirão Preto missing.Final stages.
Ancoradouro will
scheduled Ribeirão
Preto training session
TBC.
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CVC BR
CVC Corp provided us with a list of Florida Top
sellers’travel agencies. Visited travel agencies
are being inquired regarding their room night
figures to Paradise Coast.
Ongoing.
We’ve contacted all of
the visited CVC travel
agencies to evaluate
their sales figures
before and after the
training sessions
we’ve conducted.
Brand USA BR
Paradise Coast will be participating in Brand
USA 2019 program. There will be 8 events in:
Goiânia, São Luiz, Maceió, Maringá, Londrina,
Foz do Iguaçu, Brasília and Manaus. These
events will be a valuable opportunity to
strengthen the relationship with local travel
agents and to educate the general trade.
Ongoing.
First training session
will happen in Goiânia
on January 30th.
MEDIA RESULTS
Media Meetings
Name Publication/Media Market Objective & Meeting Notes Follow Up
Amanda Noventa Amanda Viaja BR
Amanda is a travel blogger focused on
solo female trips. Regular meeting to
strengthen the relationship.
Complete
Anelise Zanoni Travelterapia BR
Anelise will visit Paradise Coast on
February and we are supporting here on
this visit.
Complete
Gabriela Temer Juju na Trip BR
Gabriela will be in Florida in January and
we were presenting the destination.Complete
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RESULTS
Bem Me Quer Casar
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Para Viagem
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Pageviews/Impressions
Bem Me Quer Casar The beauty of the Florida
cities 12/15/18 USD 1,200 35.000
Para Viagem 3 days itinerary in the
Florida West Coast 12/7/18 TBC TBC
Facebook add on the page.
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Promoting New Year’ Eve in Paradise Coast
Promoting New Year’s Eve
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Promoting New Year’s Eve
Instagram Paradise Coast
Instagram add 2,321 followers
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Prospect work for December
At least 3 media meetings in Sao Paulo, besides pitches by email and media calls
To follow up with the journalists and to provide report for luxury Group Press Trip in partnership with
Visit Florida
To organize the itinerary for a media visit on February (Anelise Zanoni, from Travelterapia)
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SUMMARY OF ACHIEVEMENTS DIAMONDEEUROPEAN REPRESENTATIVES
TOUR OPERATOR ACCOUNTS
Germany
Faszination Fernweh, Thea Arras, Marketing Manager
NAP Marketing
Our joint campaign started off with 2 out of 5 Facebook (1,300 follower) posts scheduled all over the peak
booking season (DecMarch). 2 newsletter inclusions and flyer distribution are to come JanMarch.
Please find layouts attached.
Netherlands
TUI Benelux, Nieke Kok, Product Manager USA
TUI Benelux, Aniek Lamberink, Product Management North America
NAP Sales
We could secure that both will be staying 1 night in Naples during their Florida FAM after the Huddle
2019. They will be either staying at the Bellasera or the Trianon and experience Naples on their own in
between the scheduled site inspections.
Tenzing Travel, New Dutch Travel Company B.V., Melanie Modder, Manager Production North America
NAP Marketing
The second part of our campaign was realized in December. NAP was included in the biweekly newsletter
which was send out December 14th, 2018 to 90.000 addresses. Our NAP dedicated Facebook post on the
B2B page was published on December 5th, 2018 as well.
Switzerland
Knecht Reisen AG, Michael Bötschi, Product Manager North America
NAP Marketing
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TRAVEL AGENTS
TA Sales Calls: this month, we have proudly presented NAP to a total of 40 travel agents during
personal visits in following areas.
American Express Int. Inc., Ten Lifestyle Management Switzerland, Marina Di Pierro, Travel Lifestyle
Manager
NAP Special Request
We have supported Marina, who is working at a highpotential travel agency in Switzerland,with tips and
highlights about NAP. We have also forwarded a hotel contact to her for special rates, as she will be in
NAP in February 2019.
EVENTS
DiaMonde Christmas Market Get Together
Date & Place 11.12.2018 Stuttgart
Nr of attendees 8
Profile of event We invited the agents from the three Euro Lloyd Breuninger Travel Agencies to join
DiaMonde on the Stuttgart Christmas Market for mulled wine and traditional food.
Aim is to strengthen the relationship with the top selling agents.
Profile of
attendees
The three Euro Lloyd Breuninger Travel Agencies belong to the 50 bestselling in
Germany. They are airtours business club deluxe and Dertour Deluxe Travel Experts.
They are specialized in worldwide luxury travels, cruises and guided highquality
studytrips. The 8 Agent Agents we invited to our Get Together are all top sellers and
have the potential to sell the whole DiaMonde Portfolio including NAP.
General feedback It was a very nice evening with good networking possibilities and relaxed
conversations. We conducted a brief product update on the whole DiaMonde
Portfolio including NAP and handed out the USPCards and a little Christmas Present.
We invited the Agents for Drinks and Food and for Ice Skating.
Cost Secured FOC for NAP
Visit USA Belgium USA Workshop
Date & Place 11.12.18 Brussels, US Ambassardor’s Residence
Nr of attendees 70
Profile of event We participated at the USA workshop with our own workshop table. The TAs freely
approached the tables and we comprehensively presented NAP to all approaching
TAs. The event was rounded off by a joint dinner with the TAs and the other
workshop partners.
Profile of
attendees
Travel agents from Brussels and surroundings.
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General feedback This workshop was excellent to meet and network with the Belgium TOs during the
event and the joint dinner. Unfortunately, the organization and the early start of the
event lead to very late arrivals of the TA's which had the consequence of Visit USA
not being able to have a scheduled workshop atmosphere and the agents freely
approaching the tables. Due to this circumstance we and the other partners could
not educate as many agents as we hoped for.
We have clearly communicated that a later start and a more scheduled workshop
atmosphere for future events would be appreciated.
In addition to this we have attended the Visit USA Marketing & Promotion Bureau’s
General Assembly before the event on December 11, 2018. The board was
reorganized.
Cost 405 USD
DM Portfolio Training
Date & Place 11.12.2018 Vienna
Nr of attendees 7
Profile of event Columbus office opened their office 1 hours before official opening time. With
breakfast we presented updates on DM Portfolio including NAP during onehour in
depth training.
Profile of
attendees
7 Travel Agents from Columbus Travel Agency
General feedback Very thankful for the update on the latest development and again for reconfirmation
that DM will assist in all questions.
Cost Secured FOC for NAP
DiaMonde XMas Dinner
Date & Place Munich
Nr of attendees 10
Profile of event We invited the entire team of a selected very highend travel agency DER Reisebüro
Promenadeplatz for a joint, exclusive Christmas dinner, starting off with a torch light
walk from their office to the restaurant where a 3 course menue was served. The
evening was completed by a "Seret Santa" round.
Profile of
attendees
All team members of DER Reisebüro Promenadeplatz, one of the very high potential
travel agencies in Munich with one of the best and most upscale locations within the
city
General feedback It was a get together closing the year, and with excellent networking opportunities
but also for product updates throughout the evening in a very informal environment.
It was the first time a partner did this for them and the agents were very appreciative.
Cost Secured FOC for NAP
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MARKETING
Facebook NAP
# posts: 15 #fans: 11,771
Please find down below the most successful posts in October:
#1 01.12.2018 post of Naples pier, reached 1,796 clients, 133 reactions and 83 likes
#2 11.12.2018 post beach, reached 1.024 clients, 52 reactions and 42 likes
NAP Newsletter
Prepared and sent out the dedicated NAP newsletter featuring the highlights of the Paradise Coast as
well as events happening in the next months to 3,234 consumers, media contacts and travel agents in
DACH on December 20th, 2018. The opening rate was 18,9 % one day after sending. 595 opened the
newsletter and in total it was opened 943 times. All in all, the results of this newsletter were great and
above the industry average (16,1%). Please find screenshot of newsletter attached.
HolidayCheck ad campaign
The ad campaign with HolidayCheck was launched December 1st, 2018. The ad bundle (leaderboard,
skyscraper etc.) with a special destination targeting is leading potential clients to our landing page during
the peak booking season until February.
Visit Florida & Mairdumont
The campaign with Visit Florida and Mairdumont was finalized in December with a NAP dedicated
Facebook (30,000 follower) post on December 5th, 2018. Please find layout attached.
Visit Florida, FTI & Steiff
The joint campaign with FTI, Steiff and Visit Florida continued with the B2C landing page and layouts for
the newsletter and ads have been approved to be launched January.
Facebook ad
We implemented a NAP Facebook ad. The ad will run 4 weeks in December and will generate more fans
for our NAP Facebook fan page. The ad will run during December and targeted people in DACH with high
travel intentions and USA interest.
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MEDIA /PR
Inclusion in Travel Magazines
America Journal
With hosting the journalist Antje Rößler in February 2018, we could secure among already other
published article a 5 page article in the Jan/Feb America Journal edition. Naples is featured on the cover
page as "Floridas Paradise Coast" and the theme of the article is the top ten highlights of NAP. Please
find screenshots attached.
NAP Media Request
Badisches Tagesblatt, Anja Groß
Anja Groß from the chief editor of the daily newspaper "Badisches Tagesblatt", will be in NAP in
December. We have supported her with destination info as well as we have offered assistance with an
air boat tour. Await feedback.
Ma vie est belle, Jessica Henze
We have secured the opportunity to have the German Fashion, lifestyle, travel influencer Jessica Henze
from “Ma vie est belle" visit the Paradise Coast in February 2019. She is focused in Instagram with
135,000 followers and a 70,000150,000 reach per picture.
We are currently running a crossmarketing campaign with Visit Florida and the tour operator FTI and
with special produced Manatee stuffed animals by the famous toy company Steiff.
Jessica will be the chosen one to promote the manatee Steiff toy along her trip through Florida with
Instagram posts and stories.
She would be in Naples, February 810, for 2 nights. Await approval.
NAP FAM Visit Florida
December 14th, 2018 to 15,000 addresses.
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PROJECTS
Visit USA Germany
We have supported Visit USA Germany with relevant content for their newsletter which is send out in
January.
Inventory
We have again created a comprehensive list of all stored brochures and giveaways.
HIGHLIGHTS FOR JANUARY 2019
CANUSA online campaign: Social Media, January 2019
Knecht reisen campaign: website banner, January 2019
Tenzing Travel campaign: Facebook post, January 2019
Argus Reisen campaign: Facebook post, January 2019
Faszination Fernweh campaign: Facebook post, newsletter inclusion, January 2019
Vakantibeurs brochure distribution, January 913, 2019
Ferienmesse Vienna brochure distribution, January 1013, 2019
CMT Stuttgart brochure distribution, January 12 20, 2019
Boot Messe personal attendance, January 1927, 2019
Product training Erlebe Fernreisen, January 22, 2019
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County Attorney's Office
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