TDC Agenda 03/22/2021COLLIER COUNTY
Tourist Development Council
AGENDA
March 22, 2021
9:00 AM
Board of County Commission Chambers
Collier County Government Center
3299 Tamiami Trail East, 3rd Floor
Naples, FL 34112
Commissioner Andy Solis, Chair
Clark Hill, Vice-Chair
Susan Becker
Amanda Cox
Nancy Kerns
Kathleen Brock
Edward (Ski) Olesky
Councilor Jared Grifoni
Councilman Michael McCabe
All interested parties are invited to attend, and to register to speak and to submit their objections, if
any, in writing, to the Council prior to the meeting if applicable. For more information, please
contact Jack Wert at (239) 252-2402. 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 3335 Tamiami Trail East, Suite 101, Naples, FL 34112-5356, (239) 252-8380. Public
comments will be limited to 3 minutes unless the Chairman grants permission for additional time.
Collier County Ordinance No. 99-22 requires that all lobbyists shall, before engaging in any lobbying
activities (including, but not limited to, addressing the Board of County Commissioners before the
Board of County Commissioners and its advisory boards, register with the Clerk to the Board at the
Board Minutes and Records Department.
March 2021
Collier County Tourist Development Council Page 2 Printed 3/17/2021
1. Call to Order
2. Pledge of Allegiance
3. Roll Call
4. Agenda and Minutes
A. Changes and Approval of Today's Agenda
B. Approval of prior TDC Meeting Minutes
1. February 22, 2021 TDC Meeting Minutes
5. Presentations
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 will be moved from the Consent Agenda and considered
separately under New Business or Old Business.
A. Coastal Zone Management
B. Beach Park Facilities
C. Tourism Division
7. New Business
8. Old Business
9. Marketing Partner Reports
A. Marketing Partner Report
10. Council Member Discussion
11. Tourism Staff Reports
A. Tourism Staff Reports
12. Detailed Staff Reports
March 2021
Collier County Tourist Development Council Page 3 Printed 3/17/2021
13. Next Scheduled Meeting
A. Next Meeting Date - April 26, 2021
14. Adjournment
03/22/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Item Summary: February 22, 2021 TDC Meeting Minutes
Meeting Date: 03/22/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/08/2021 12:15 PM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
03/08/2021 12:15 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/08/2021 12:15 PM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 03/09/2021 10:16 AM
Tourism Jack Wert Director Completed 03/09/2021 10:44 AM
Corporate Business Operations Sean Callahan Executive Director Completed 03/10/2021 8:40 AM
County Attorney's Office Colleen Greene Attorney Review Completed 03/11/2021 1:14 PM
Tourist Development Council Jack Wert Meeting Pending 03/22/2021 9:00 AM
4.B.1
Packet Pg. 4
February 22, 2021
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, February 22, 2021
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 Andy Solis
Vice Chairman: Clark Hill
Susan Becker
Kathleen Brock
Ed (Ski) Olesky
Amanda Cox
Michael McCabe
Nancy Kerns
Jared Grifoni
ALSO PRESENT: Jack Wert, Tourism Director
Paul Beirnes, Deputy Director of Tourism
Colleen Greene, Assistant County Attorney
Kelly Green, Tourist Development Tax Coordinator
Buzzy Ford, Digital and Social Media Coordinator
4.B.1.a
Packet Pg. 5 Attachment: TDC February 22 minutes (15224 : February 22, 2021 TDC Meeting Minutes)
February 22, 2021
2
Any persons in need of the verbatim record of the meeting may request a copy of the video recording
from the Collier County Communications and Customer Relations Department or view online.
1. Call to Order – Commissioner Solis
Commissioner Solis called the meeting to order at 9:00 A.M.
2. Pledge of Allegiance
The Pledge of Allegiance was recited.
3. Roll Call
A quorum was established.
Ms. Cox moved to allow Ms. Kerns, Mr. Grifoni and Mr. McCabe to participate in the meeting via
Zoom due to an extraordinary circumstance. Second by Mr. Olesky. Carried unanimously 6 – 0.
4. Agenda and Minutes
A. Changes and Approval of Today’s Agenda
Mr. Olesky moved to approve the Agenda subject to adding Item 8.A – Update on Emergency
Advertising Funding. Second by Mr. Hill. Carried unanimously 9 – 0.
B. Approval of prior TDC Meeting Minutes
1. Regular Meeting January 25, 2021
Ms. Becker moved to approve the minutes of the January 25, 2021 meeting subject to
changing the word monument to “Monument” on page 3, last line. Second Mr. Olesky.
Carried unanimously 9 - 0.
5. Presentations/Public Comment - (3 minutes each)
A. FBUNC 2020 Recap Presentation
Steve Quinn of FBU and Mr. Wert provided an update on the Football University National
Championships (FBUNC) held in Naples this past year and the economic benefits to the area noting:
That the playoffs are held annually in December and teams from all over the country travel to
the destination to participate in the event.
This past year saw 48 teams take part in the championship which also incorporates a
Freshman All American game.
The event is promoted as the “Path to Naples” which provides publicity to the area through
advertising on the FBU website, tournament packets distributions to players, coaches,
parents; social media campaigns, etc.
Collier County also benefits from TV commercial spots aired during the US Army Senior
Bowl, a nationally televised event organized by FBU.
Data collected indicates the visitors stay in the area 6 – 10 days and enjoy other activities
such as beach going, shopping, dining, airboat rides and visiting attractions like the Naples
Zoo.
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
4.B.1.a
Packet Pg. 6 Attachment: TDC February 22 minutes (15224 : February 22, 2021 TDC Meeting Minutes)
February 22, 2021
3
B. Beach Park Facilities
None
C. Tourism Division
None
7. New Business
A. Update on Collier County Beaches
Barry Williams, Director of Parks and Recreation presented the PowerPoint “Collier County
Beaches” and outlined the operational services provided by the Department and beach visitation
data. He noted:
That visitation has remained steady throughout the pandemic and there are times the
Vanderbilt Beach Parking Garage is filled to capacity.
Their responsibilities also include development of capital projects to serve the beaches
including restroom improvements, construction of boardwalks, concession stand upgrades,
etc.
Surveys are utilized to garner public input on the beaches which aids in determining any
issues needed to be addressed.
The automobile continues to be the mode of choice for those visiting the beaches at a rate of
90 – 95 percent.
During Council discussions, the following was noted:
That the funding data and visitation statistics in the report do not address the City of Naples
beaches, only Collier County and the City of Marco Island. It was noted the City of Naples
could provide information to the Council on their visitation and activities if they so desire.
Staff continues to monitor visitation as the pandemic has individuals seeking outdoor
activities causing greater demand on beach resources.
The County continues to work with the City of Marco Island on addressing parking issues
such as utilizing signage to direct beachgoers to TigerTail Beach when the South Marco
Beach parking area reaches capacity.
The public surveys are completed via an internal platform available to the Department
utilizing volunteers to interview beach goers and contacting those through an existing email
database.
B. Recommendation to approve a Collier County Tourist Development Council Grant Application
for Beach Park Facilities at Barefoot Beach in the amount of $49,000 and to make the finding
that the expenditures promote tourism.
Michael Cherbini, Project Manager, Parks and Recreation presented the above referenced
Executive Summary noting that the scope of work includes improvements to the north boardwalk and
pavilions. The project was previously approved however there is a funding shortfall of $49,000 due
to permitting issues and addressing Gopher Tortoise concerns.
Mr. Olesky moved to recommend the Board of County Commissioners approve the Collier County
Tourist Development Council Grant Application for Beach Park Facilities at Barefoot Beach in
the amount of $49,000.00 and finds the expenditures promote tourism. Second by Ms. Becker.
Carried unanimously 9 – 0.
C. Alligator Alley Baseball Event
Nikki King, Manager of Sports Marketing presented the Executive Summary “Recommendation
to approve the use of Tourist Development Tax Promotion Funds to support the upcoming April
4.B.1.a
Packet Pg. 7 Attachment: TDC February 22 minutes (15224 : February 22, 2021 TDC Meeting Minutes)
February 22, 2021
4
2021 Sports Tourism Event up to $7,750 and make a finding that this expenditure promotes tourism”
for consideration noting:
That the event is scheduled for April 9-11, 2021 at North Collier Regional Park, Veterans
Park and Golden Gate Community Park.
It is a youth baseball tournament for players 8-14 years of age.
The event is projected to attract 800 athletes and generate 350 room nights in the County and
the funds will be utilized for facility rental, and operating expenses up to $5,250 and Parks
and Recreation overtime costs up to a maximum of $2,500.
Mr. Hill moved to recommend the Board of County Commissioners approve the use of Tourist
Development Tax Promotion Funds to support the upcoming April 2021 Sports Tourism Event up
to $7,750.00 and finds the expenditures promote tourism. Second by Mr. Olesky. Carried
unanimously 9 – 0.
8. Old Business
A. Update on Emergency Advertising Funding
Mr. Wert presented the PowerPoint “Emergency Funding & Additional Advertising” noting:
That the Board of County Commissioners approved reimbursement of CARES Act funds to
the Convention and Visitors Bureau for media campaigns to address the potential loss of
business due to COVID-19.
The BCC previously approved use of $500,000 of the County’s emergency advertising funds
to be used for promoting the area due to the pandemic.
The emergency funds will be utilized to continue promoting the area’s message “Only
Paradise Will Do” and the “Paradise Pledge.”
Staff is recommending up to $990,520 of CARES Act Funds be authorized for use in
emergency advertising in addition to the $500,000 already approved by the BCC.
During Council discussions, it was noted:
That staff will provide information on how the funds will be allocated at the March meeting;
however it is anticipated they will be used to continue promoting the existing markets
targeted by the County.
With the influx of the CARES Act funds, there is a possibility the $500,000 of emergency
funds will not need to be utilized in the endeavors.
Mr. McCabe moved to recommend the Board of County Commissioners approve the use of
CARES Act reimbursement funds up to an amount of $990,520.00 for additional Quarter 1 and
Quarter 2 advertising utilizing the “Only Paradise Will Do” messaging. Second by Ms. Becker.
Carried unanimously 9 – 0.
9. Council Member Discussion
Commissioner Solis requested that Staff move Council Member Discussion to the end of the Agenda as
items may arise during the Marketing Partner Reports which member’s wish to comment on.
Ms. Cox noted that group meeting cancellations continue into 2021 and those planning events are
seeking smaller venues. Another issue arising in the local industry is the limited number of qualified
employees available to the businesses and area hoteliers are partnering to convene job fairs and other
measures to help address the shortfall.
Ms. Becker reported that on her attendance at a “non sports” event at the Sports Complex highlighting
how the venue is a multi functional facility.
4.B.1.a
Packet Pg. 8 Attachment: TDC February 22 minutes (15224 : February 22, 2021 TDC Meeting Minutes)
February 22, 2021
5
Ms. Brock advised that the Everglades City Visitor Center has reopened and the “Diving Pelican”
restaurant has opened across from Everglades National Park.
Mr. McCabe relayed concerns on the Naples Daily News overstating the number of COVID-19 cases
within the City of Naples. The issue appears to be the testing results are assigned to the database by
driver license identification and those residing in unincorporated Collier County list their address as
“Naples.” He recommended Staff or officials determine any measures which may need to be taken to
address the issue – Commissioner Solis noted he would discuss the issue with the Board of County
Commissioners.
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) 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 – Anne Wittine
The Council recommended Staff:
Incorporate monthly trend changes in the “fly versus drive” visitation data.
Ensure the message of safety and the area’s low COVID-19 infection rate is amplified in
any promotions for the area.
Investigate any measures available to re-host the Dimitri Cup soccer event which was
traditionally held in Naples. The tournament was convened in Sarasota this year for the
first time.
B. Paradise Advertising – Rudi Webb
C. Lou Hammond Group – Caryln Topkin
D. Collier County Tourist Tax Collections – Jack Wert
E. Miles Partners – Website Activity – Kate Bradshaw
F. Digital & Social Media- Jack Wert
G. County Museums – Amanda Townsend
11.Tourism Staff Reports
Mr. Wert provided the activity reports as necessary (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
F. Film Office
G. International Representatives
H. Visitor Centers
4.B.1.a
Packet Pg. 9 Attachment: TDC February 22 minutes (15224 : February 22, 2021 TDC Meeting Minutes)
February 22, 2021
6
12. Detailed Staff Reports
A. Detailed Staff Reports
Submitted
13. Next Scheduled Meeting Date/Location – March 22, 2021 – 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 11:55 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
_________________________________
Chairman, Commissioner Andy Solis
These minutes approved by the Board/Committee on _________________ as presented________ or as
amended ___________.
4.B.1.a
Packet Pg. 10 Attachment: TDC February 22 minutes (15224 : February 22, 2021 TDC Meeting Minutes)
03/22/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A
Item Summary: Marketing Partner Report
Meeting Date: 03/22/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/16/2021 9:36 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
03/16/2021 9:36 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/16/2021 9:36 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 03/16/2021 9:43 AM
Tourism Jack Wert Director Completed 03/16/2021 9:52 AM
Corporate Business Operations Sean Callahan Executive Director Completed 03/16/2021 3:46 PM
County Attorney's Office Colleen Greene Attorney Review Completed 03/16/2021 5:30 PM
Tourist Development Council Jack Wert Meeting Pending 03/22/2021 9:00 AM
9.A
Packet Pg. 11
Marketing Partner
Reports
March 2021 TDC
9.A.1
Packet Pg. 12 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Collier County Tourism Research
Presented by:
Research Data Services, Inc.
March 2021
February 2021
Presented to:
The Collier County Tourist
Development Council
9.A.1
Packet Pg. 13 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 3
Economic Indicators
9.A.1
Packet Pg. 14 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 4
Collier Direct Leisure and Hospitality
Employment (Calendar Year)*
Jan.Feb.Mar.Apr.May Jun.Jul.Aug.Sep.Oct.Nov.Dec.
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 28,700 27,000 25,800 25,900 23,400 26,700 29,200 30,300
2018 30,700 31,600 31,700 30,400 29,000 27,400 26,400 26,200 26,100 27,800 30,300 31,000
2019 31,700 32,400 32,400 31,700 30,100 28,400 27,600 27,300 27,100 28,600 31,100 31,700
2020 31,400 31,800 31,700 19,900 20,700 22,800 22,700 23,700 24,900 26,600 28,300 30,000
18,000
22,000
26,000
30,000
34,000
MonthlyDirect Leisure and Hospitality Employment* SOURCE: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program
(CES), Collier County Leisure and Hospitality Sector. (April 2018 through December 2019 employment projections revised as of
March 16, 2020 reporting.)
9.A.1
Packet Pg. 15 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 5
Jan.Feb.Mar.Apr.May Jun.Jul.Aug.Sep.Oct.Nov.Dec.
2017 892,905 946,079 1,252,124 1,032,783 629,321 528,383 530,428 481,185 327,466 581,317 767,064 873,494
2018 965,981 1,053,817 1,379,728 939,957 668,665 546,159 561,039 501,023 418,256 569,553 810,283 958,717
2019 1,050,093 1,117,409 1,482,239 1,111,558 725,754 586,319 570,977 526,519 460,869 638,922 876,703 1,077,818
2020 1,132,103 1,241,590 861,221 53,379 143,004 237,706 256,418 231,283 255,926 417,305 500,468 648,011
2021 686,563
0
250,000
500,000
750,000
1,000,000
1,250,000
1,500,000
RSW Total Passenger TrafficCY 2017: 8.84 million (+2.8%)
CY 2018: 9.37 million (+6.0%)
CY 2019: 10.23 million (+9.1%)
CY 2020: 5.98 million (-41.5%)
CY 2021 to date: 0.7 million (-39.4%)
Southwest Florida International Airport
(RSW) Passenger Traffic
9.A.1
Packet Pg. 16 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 6
Airport Comparison
RSW NAA *PGD SRQ TPA PIE MCO FLL MIA TSA
Sep. 20 -44.5%-20.0%-6.5%-47.2%-60.5%-36.6%-63.5%-60.0%-72.5%-67.7%
Oct. 20 -34.7%-20.9%-10.8%-30.8%-55.4%-30.5%-61.6%-53.0%-65.8%-64.4%
Nov. 20 -42.9%-16.2%-26.7%-41.8%-52.9%-38.4%-56.7%-54.7%-57.5%-62.9%
Dec. 20 -39.9%-1.0%-35.2%-47.8%-55.2%-38.7%-54.5%-50.4%-55.0%-62.4%
CY 2020 -41.5%-13.2%-27.7%-37.1%-54.5%-39.1%-57.3%-55.1%-59.6%-61.3%
Jan. 21 -39.4%---36.2%-43.9%-53.8%-41.8%-55.4%-50.1%-56.1%-61.9%
Feb. 21 -----35.7%-----40.0%-------60.8%
* Total Operations
Change in Total Passengers Compared to Same Month Last Year
9.A.1
Packet Pg. 17 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 7
Transportation: Fly vs Drive
69.0 71.6
66.0
N/A N/A
10.1 8.0 9.1
12.5 13.9
26.7
35.0 36.5
42.9
30.6 27.7
33.2
N/A N/A
89.0 91.3 89.8
86.0 85.0
73.3
64.5 62.5
55.9
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21
Plane Personal Car
9.A.1
Packet Pg. 18 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 8
Tracking Analytics
Collier Visitor Metrics
9.A.1
Packet Pg. 19 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 9
Collier Historical Visitation Tracking
50,000
100,000
150,000
200,000
250,000
Estimated Number of Overnight Commercial Lodging VisitorsRolling 3 Month Average Rolling 12 Month Average
9.A.1
Packet Pg. 20 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 10
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Jan 20 Feb 20 Mar 20 Apr 20 May 20 Jun 20 Jul 20 Aug 20 Sep 20 Oct 20 Nov 20 Dec 20 Jan 21 Feb 21
Out-of-State Previous Year Florida Current Year
Out-of-State Current Year Florida Previous Year
Number of Visitors: Florida vs. Out-of-State
Phase 1 Reopening: May 4, 2020
Phase 2 Reopening: June 5, 2020
Phase 3 Reopening: September 25, 2020
9.A.1
Packet Pg. 21 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 11
Year to Date 2021
January –February
Collier Visitor Profile
9.A.1
Packet Pg. 22 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 12
Collier Tourism Metrics
Calendar Year to Date 2021 (January –February)
Number of
Visitors
Room Nights
Economic Impact
•353,400
•-17.8%∆
•419,000
•-23.6%∆
•$438,781,200
•-19.4%∆
9.A.1
Packet Pg. 23 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 13
Visitor Origins
Calendar Year to Date 2021 (January –February)
# of Visitors 2020 # of Visitors 2021 ∆ %
Florida 112,938 153,735 +36.1
Southeast 31,120 32,100 +3.1
Northeast 118,290 81,593 -31.0
Midwest 79,927 70,358 -12.0
Canada *11,844 0 -100.0
Europe *52,523 0 -100.0
Other 23,158 15,614 -32.6
Total 429,800 353,400 -17.8
* Canadian and European 2021 visitation was too
small to measure.
9.A.1
Packet Pg. 24 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 14
Collier Comp Set
YTD 2021 (January)
Occupancy ADR RevPAR
2021 % ∆2021 % ∆2021 % ∆
Naples MSA 50.1%-30.5 $258.63 -9.4 $129.67 -37.1
Naples Upscale 55.8%-33.1 $342.72 -5.4 $191.23 -36.7
Miami-Hialeah 54.5%-32.3 $195.08 -25.5 $106.38 -49.6
Florida Keys 65.2%-20.2 $297.35 -3.6 $193.90 -23.0
Ft. Myers 55.6%-29.2 $145.28 -16.4 $80.83 -40.8
Sarasota-Bradenton 53.1%-26.7 $126.15 -11.9 $67.03 -35.4
Clearwater 49.9%-32.2 $117.09 -17.5 $58.43 -44.0
St. Petersburg 54.3%-22.1 $116.15 -17.9 $63.07 -36.0
Palm Beach County 52.7%-33.0 $190.06 -19.7 $100.12 -46.2
Ft. Lauderdale 57.9%-28.0 $120.39 -35.3 $69.71 -53.4
Florida 48.6%-33.3 $126.39 -22.4 $61.47 -48.3
SOURCE: SMITH TRAVEL RESEARCH, INC.
9.A.1
Packet Pg. 25 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 15
Collier Comp Set –Occupancy (%)
YTD 2021 (January)
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA 43.5%+15.8 6.6%-80.7 50.1%
Miami-Hialeah 48.7%-8.2 2.5%-89.5 54.5%
Florida Keys 61.3%-8.7 3.4%-75.8 65.2%
Ft. Myers 48.9%0.0 3.6%-84.5 55.6%
Sarasota-Bradenton 46.8%-9.1 5.4%-72.9 53.1%
Clearwater 45.1%+0.1 4.4%-84.4 49.9%
St. Petersburg 46.4%+2.2 6.6%-71.7 54.3%
Palm Beach County 45.3%-9.3 6.2%-75.6 52.7%
Ft. Lauderdale 52.1%-7.1 3.3%-83.3 57.9%
9.A.1
Packet Pg. 26 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 16
Collier Comp Set –ADR ($)
YTD 2021 (January)
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA $265.85 -13.7 $211.64 -19.0 $258.63
Miami-Hialeah $201.53 -21.1 $185.43 -38.7 $195.08
Florida Keys $296.57 -4.8 $328.75 +10.2 $297.35
Ft. Myers $148.52 -19.1 $135.13 -20.1 $145.28
Sarasota-Bradenton $128.44 -11.4 $116.96 -17.5 $126.15
Clearwater $117.48 -18.0 $117.57 -15.9 $117.09
St. Petersburg $118.55 -16.9 $98.41 -29.9 $116.15
Palm Beach County $178.89 -27.5 $290.81 +25.1 $190.06
Ft. Lauderdale $122.23 -32.0 $109.22 -49.2 $120.39
SOURCE: SMITH TRAVEL RESEARCH, INC.
9.A.1
Packet Pg. 27 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 17
February 2021
Collier Visitor Profile
9.A.1
Packet Pg. 28 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 18
Visitation/Economic Impacts of Tourism
Collier February 2021
Visitors
2021
187,400
2020
225,800
Room Nights
2021
227,500
2020
287,300
Economic
Impact
2021
$263,037,000
2020
$328,304,900
February
%∆
-20.8
%∆
-17.0
%∆
-19.9
9.A.1
Packet Pg. 29 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 19
Visitor Origins
February 2021
# of Visitors 2020 # of Visitors 2021 ∆ %
Florida 49,902 77,209 +54.7
Southeast 18,064 17,990 -0.4
Northeast 60,966 42,915 -29.6
Midwest 46,063 40,478 -12.1
Canada *8,580 0 -100.0
Europe *28,451 0 -100.0
Other 13,774 8,808 -36.1
Total 225,800 187,400 -17.0
* February 2021’s Canadian and European
visitation was too small to measure.
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Packet Pg. 30 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 20
Licensed Transient Lodging Units
Licensed Transient Lodging Units 2020 2021 ∆%
Hotel 6,148 6,261 +1.8
Motel 2,013 2,018 +0.2
Apartment/Vacation Rental 2,694 2,932 +8.8
Total Licensed Lodging Units 10,855 11,211 +3.3
Collier February 2021
* Source: Florida Department of Business and Professional Regulation (DBPR).
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Packet Pg. 31 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 21
Occupancy/Room Rates
Collier February 2021
Occupancy 90.4%72.1%-20.2
ADR $396.18 $380.68 -3.9
RevPAR $358.15 $274.47 -23.4
2020 2021 % ∆
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Packet Pg. 32 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 22
RDS Occupancy/ADR
Collier February 2021
* Please note that 62.9% of properties responding provided usable midweek/weekend
breakout data this month.
Midweek Weekend
2020 2021 2020 2021
Occupancy 92.0%66.3%88.8%81.3%
ADR $385.63 $354.42 $409.39 $414.82
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Packet Pg. 33 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 23
Collier Lodging Experiences
Only 29.2% report that forward reservations are down (February
2021: 67.9%; January 2021: 89.1%);45.8% say they are up (February
2021: 17.9%; January 2021: 6.8%)
Reported Reservation Timing:
December January February March
2 days or less forward:21.7%17.3%23.4%14.7%
3 to 7 days in advance:30.4%25.9%40.0%50.7%
8 to 30 days in advance:47.8%29.7%26.6%18.9%
30+ days in advance:N/A 27.3%10.0%15.6%
Lodging managers continue to report significant bookings from
the Northeast and Midwest, but are still seeing a strong Florida
base.
Surveys Completed from March 1 –11, 2021
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Packet Pg. 34 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 24
Collier Lodging Experiences
“March is very strong, ahead of 2018 final. April is starting to pickup
very well. May is starting to move now, looking at a 45-60 day booking
window.”
“March is completely booked.”
“Occupancy rising for March, but behind usual figure. Not as many
early bookings as usual for April.”
“March is only down about 15% from 2019 which was a record.
Already half way to April 2019 record numbers. Doing more in a day
than the entire month of April 2020.”
March is slower than normal, but as month moves on seeing a pickup in
occupancy, rates are staying steady.
This will be the Season that was not Season. Going forward, who
knows what will happen or when...just cannot forecast as the situation
is still too fluid and non-predictable.
Surveys Completed from March 1 –11, 2021
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Packet Pg. 35 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 25
Collier Comp Set
January 2021
Occupancy ADR RevPAR
2021 % ∆2021 % ∆2021 % ∆
Naples MSA 50.1%-30.5 $258.63 -9.4 $129.67 -37.1
Naples Upscale 55.8%-33.1 $342.72 -5.4 $191.23 -36.7
Miami-Hialeah 54.5%-32.3 $195.08 -25.5 $106.38 -49.6
Florida Keys 65.2%-20.2 $297.35 -3.6 $193.90 -23.0
Ft. Myers 55.6%-29.2 $145.28 -16.4 $80.83 -40.8
Sarasota-Bradenton 53.1%-26.7 $126.15 -11.9 $67.03 -35.4
Clearwater 49.9%-32.2 $117.09 -17.5 $58.43 -44.0
St. Petersburg 54.3%-22.1 $116.15 -17.9 $63.07 -36.0
Palm Beach County 52.7%-33.0 $190.06 -19.7 $100.12 -46.2
Ft. Lauderdale 57.9%-28.0 $120.39 -35.3 $69.71 -53.4
Florida 48.6%-33.3 $126.39 -22.4 $61.47 -48.3
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Packet Pg. 36 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 26
Collier Comp Set –Occupancy (%)
January 2021
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA 43.5%+15.8 6.6%-80.7 50.1%
Miami-Hialeah 48.7%-8.2 2.5%-89.5 54.5%
Florida Keys 61.3%-8.7 3.4%-75.8 65.2%
Ft. Myers 48.9%0.0 3.6%-84.5 55.6%
Sarasota-Bradenton 46.8%-9.1 5.4%-72.9 53.1%
Clearwater 45.1%+0.1 4.4%-84.4 49.9%
St. Petersburg 46.4%+2.2 6.6%-71.7 54.3%
Palm Beach County 45.3%-9.3 6.2%-75.6 52.7%
Ft. Lauderdale 52.1%-7.1 3.3%-83.3 57.9%
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Packet Pg. 37 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 27
Collier Comp Set –ADR ($)
January 2021
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA $265.85 -13.7 $211.64 -19.0 $258.63
Miami-Hialeah $201.53 -21.1 $185.43 -38.7 $195.08
Florida Keys $296.57 -4.8 $328.75 +10.2 $297.35
Ft. Myers $148.52 -19.1 $135.13 -20.1 $145.28
Sarasota-Bradenton $128.44 -11.4 $116.96 -17.5 $126.15
Clearwater $117.48 -18.0 $117.57 -15.9 $117.09
St. Petersburg $118.55 -16.9 $98.41 -29.9 $116.15
Palm Beach County $178.89 -27.5 $290.81 +25.1 $190.06
Ft. Lauderdale $122.23 -32.0 $109.22 -49.2 $120.39
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Packet Pg. 38 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 28
Airports of Deplanement (Top Four)
Collier February 2021
70.0
13.7
7.2 1.7
81.2
5.2 3.4 3.00
10
20
30
40
50
60
70
80
90
RSW Miami Ft. Lauderdale Orlando
%
2020 2021
% of Visitors Who Fly
2020 71.6%
2021 42.9%
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Packet Pg. 39 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 29
Party Size/LOS
This February, visitor party size averaged 2.6
travelers who stayed for 3.1 nights in the Naples,
Marco Island, Everglades area (February 2020: 2.6
people; 3.2 nights).
Collier February 2021
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Packet Pg. 40 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 30
First Time Visitors (% Yes)
Collier February 2021
3.7 1.2
31.0 34.8
34.7%36.0%
0
10
20
30
40
2020 2021
%
New Market Share Gain from FL
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Packet Pg. 41 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 31
Percent Group Business
Collier February 2021
37.8
11.1
0
10
20
30
40
50
Group
%
2020 2021
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Packet Pg. 42 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 32
55.8 59.1
0
10
20
30
40
50
60
% YES
Area Information
Seen/Heard/Read
2020 2021
45.1 48.9
0
10
20
30
40
50
60
% YES
Directly Influenced by
Information to Visit *
2020 2021
See/Hear/Read vs. Influenced
February 2021
* Base: Saw/Heard/Read Information (% Yes)
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Packet Pg. 43 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 33
Information
Fully 97.4% consult the web for trip information,
with some 85.0% making bookings for their trip
online area (February 2020 Consult: 96.7%;
Book: 77.7%).
Collier February 2021
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Packet Pg. 44 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 34
Visitor Perceptions
Collier February 2021
•95.7%Satisfaction 96.6%
•87.7%Would Recommend 88.6%
•15.9%More Expensive 15.0%
•88.3%Plan to Return 91.8%
2020 2021
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Packet Pg. 45 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
03.12.21 35
Average Age/Median Income
Collier February 2021
•52.3
Average Age (years)52.9
•$173,333 Median HH Income $167,675
2020 2021
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Packet Pg. 46 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Additional FY 21 Funding Plan
9.A.1
Packet Pg. 47 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
What We’ll Cover
●Winter Plan Additions
●Spring/Summer Media Overview
●Spring/Summer Creative
9.A.1
Packet Pg. 48 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Winter Campaign Media
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Packet Pg. 49 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Winter Media Additions
●We currently have a comprehensive Winter Campaign running, which launched on 2/1 and is running through mid-April. It includes:●Facebook/Instagram●Paid Search●Digital Campaigns with Visitor Insights and Economic Impact Reporting●OTAs (Expedia and TripAdvisor)●Email marketing with retargeting
With Additional Funds Now Available:
We are adding a Morning TV campaign on NBC stations in 5 key markets
that are a part of the current Winter Campaign:
NYC, Chicago, Atlanta, Boston, and Cleveland.○4-week schedule to run 3/22 through 4/18○:30 spots will run in Today Show, Today Show 3rd Hour, and Sunday Today○168 spots total○6,541,800 impressions into the 5 markets!
●Mobile Campaign●High-Impact Native Advertising●Streaming●PBS Masterpiece Theatre Sponsorship
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Packet Pg. 50 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Spring/Summer
Campaign
9.A.1
Packet Pg. 51 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Campaign Overview
Timing
May –September 2021
Core Audience●Resilient and Reluctant Travelers●Adults 25 –54 with a HHI of $150k+○Families, Couples, Millennials, Luxury ○Interest in Beach, Eco, Culinary, Wellness, Art & Culture○COVID Traveler –Target those who traveled in the Summer of 2020 based on geo and demo○Senior vaccinated travelers
Markets•Markets that have shown consistent visitation in Spring/Summer•Markets that have visited in the summer of 2020 (COVID visitor)•High propensity for repeat visitation and/or longer length of stay•Keep momentum in markets targeted in Winter Campaign, which align with the 2020 Summer visitor
Florida:•Orlando, Tampa/St. Pete, Jacksonville, Gainesville, Tallahassee, West Palm Beach, Miami-Ft. Lauderdale
Out of State:•Atlanta, Chicago, NYC, Indianapolis, Boston, Dallas, Charlotte, Detroit, Cincinnati, Cleveland, Columbus, St. Louis, Philadelphia, Washington D.C
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Packet Pg. 52 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Research Outlook
The Resilient and Reluctant Traveler segments are still relevant as we move farther into 2021.
When it comes to getting back out and traveling again,
which best describes your current state of mind?
The very latest research is very encouraging for travel –
•Over 70% of American travelers dreamt of or planned travel in the past week, and these can be turning into trips.
•The average number of leisure trips Americans are reporting they will take in 2021 increased this week to 3 trips!
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Packet Pg. 53 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Vaccinated Seniors
“Have Vaccine, Will Travel”
According to the NY Times, people over 65 are leading the wave in new travel bookings as they feel
armed and ready for their long overdue vacations.●Many hotels are reporting higher bookings from seniors●One upscale Florida Keys resort reports that transactions from guests over the age of 55
were 70% higher last month than in December 2020●Many report women over 65 traveling with friends●At this point, 55% of U.S. seniors have been vaccinated, and this number is climbing every day
Though Paradise Coast has always done well with this demographic, we will dedicate additional media
dollars to reach seniors specifically●AARP Digital●"Growing Bolder” -Florida statewide media brand popular with active boomers
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Packet Pg. 54 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Campaign Strategy
Competition will be fierce in 2021 for the consumer’s attention for their next big Summer trip. Travelers will be spending more time
researching and planning every aspect of their trip.○74% of travelers say they will spend more time choosing a destination this year○66% will spend more time reading reviews○72% will spend more time selecting their accommodation
US travelers desire for travel to domestic destinations vs international locations for 2021 has increased more than 90%.
Our strategy is to put a major focus on competitive targeting
We will also put a strong effort on targeting those who have previously shown propensity to travel internationally and take
luxury cruises in the summer.
Travelers still have a greater perceived risk to travel to places they are unfamiliar with, so reaching past visitors, and retargeting
those who visit our website and who have signed up for your newsletters will be more important than ever in 2021.
9.A.1
Packet Pg. 55 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Media Tactics Overview
The Spring/Summer Campaign will include elements that allow us to use competitive targeting to reach the
different segments of travelers in both the upper and lower funnel areas of the travel decision process. ●Always-on tactics of Facebook/Instagram, Pinterest and Paid Search●Comprehensive Digital Campaign:○OTAs including Expedia and TripAdvisor○High reach digital display campaigns that provide visitor insights and economic impact reporting○Email Marketing with retargeting banners○Native Advertising○Mobile Campaign with smart location and app usage targeting●Streaming/TV and Digital Audio:○Hulu-Disney XP○Second Screen Targeting reaching people seeing competitors commercials○Digital Audio like Pandora and/or Spotify●Print: ○Full page in Statewide magazine Flamingo’s Anniversary Collector’s Issue○Full page in AFAR Magazine Visit Florida Coop●Vaccinated Seniors Media○AARP Digital○Growing Bolder Print and Podcast
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Packet Pg. 56 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Spring/Summer
Messaging
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Packet Pg. 57 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Only Paradise Will Do
Creative/Messaging•Continue with “Only Paradise Will Do” pledged to your safety•We are open and ready for you•Safety first, masks, outdoor dining, emphasize the open spaces
and uncrowded atmosphere•Highlight beach, golf, fishing, state parks•Culinary•Luxury•Arts/Culture
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Packet Pg. 58 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
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Packet Pg. 59 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
National Public Relations Update
TDC Meeting
Services conducted in
February 2021
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Packet Pg. 60 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Media Highlights
LHG & CVB PR EFFORTS –February 2021
Media Impressions: 7,213,875
Media Value: $48,274
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Packet Pg. 61 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Media Highlights
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Packet Pg. 62 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Media Highlights
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Packet Pg. 63 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Projects/Media Outreach
Press Release: Travel + Leisure
World’s Best Awards
Agency drafted and distributed
release announcing that voting
for awards is open
Multiple Naples, Marco Island
hotels are on the ballot
Press Release: Lisa Chamberlain
Appointment
Agency drafted and distributed
release on new Group Sales
Manager Lisa Chamberlain
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Packet Pg. 64 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Projects/Media Outreach
Awards
HSMAI Adrian Award Winner
Press Released drafted and
distributed
Hotel Partner Outreach
Agency reached out to PR
contacts at partner hotels
to get updates on latest
initiatives and to check on
availability for hosting
media in Spring
Partner Training Webinars
Planning for Q2 2021
Additional details will be
available in coming weeks
9.A.1
Packet Pg. 65 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Media Visits
Blogger: Judy Freedman
Agency coordinating
March 1 –15 visit for 50+
blogger
Social Media Influencer: Skye
Burkhardt
Agency coordinating
March 16 –19 visit for
outdoors/fishing influencer
Skye Burkhardt,
@BrassyAngler87
Journalist: Robert Adams
Agency coordinating April
28 –May 3 visit for Passport
Magazine Editorial Director
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Packet Pg. 66 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Media Visits
Golf Influencer: Alexandra
O’Laughlin
Interested in participating
in Chubb Classic and
covering on her social
outlets
Golf Journalist: David Daubert
Interested in covering and
participating in Chubb
Classic
Writes for Florida golf
outlets
9.A.1
Packet Pg. 67 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
COVID-19 Crisis Communications
CORONAVIRUS SPECIAL EDITION,
PARADISE COASTLINES
•Continued monthly newsletters
•LHG and Client also continued
monthly Zoom webinar.
CORONAVIRUS BI-WEEKLY
CONFERENCE CALLS
•Client, LHG and Paradise
Advertising team participated in bi-
weekly calls to go over any new
updates in destination related to
COVID-19.
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Packet Pg. 68 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Looking Ahead
Pitches
Ecotourism
Mother’s Day/Memorial
Day Hotel Packages
What’s New for Summer
9.A.1
Packet Pg. 69 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Paradise Advertising
Digital & Social Media
9.A.1
Packet Pg. 70 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
Organic Social –Earned Media
Cross-Network Performance // February
Total Audience:
74,983 (+0.1%)
Total Net Audience Growth:
143 (-79.2%)
Cross-Network Impressions:
820,555 (+138%)
Cross-Network Engagements:
37.055 (+142%)
Cross-Network Video Views:
191,680 (+203%)
Top-performing organic post for Facebook and Instagram
in celebration of #NationalPizzaDay
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Packet Pg. 71 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
TOURIST TAX COLLECTIONS
Collier County Tax Collector
9.A.1
Packet Pg. 72 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
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Packet Pg. 73 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
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Packet Pg. 74 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
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Packet Pg. 76 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
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Packet Pg. 77 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
PARADISECOAST.COM
MONTHLY REPORTING
February 2021
9.A.1
Packet Pg. 78 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
EXECUTIVE SUMMARY
Traffic by Medium
February 2021
There were 116, 429 site visits in February, a number that grew 43% MoM but fell 22% YoY. Pageviews were down 19% YoY. Campaign traffic was the major factor at play –it increased by more than six-fold Month over Month, but lagged behind February of 2020 by more than 45%.
Organic was February’s largest traffic source, making up nearly 61% of visits. It fell 3% MoM and 4% YoY.
Engagement improved YoY, but dropped MoM, reflecting growth in campaign traffic, which accelerated late in the month. Homepage bounce rate fell by 15% YoY but rose by 22% MoM. Session duration rose by 11% YoY but fell by 18% MoM.
As for SITs, all fell significantly YoY, except for hotel listings pageviews, which were up by over 57%.
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Packet Pg. 79 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
TOTAL SITE TRAFFIC, PAGEVIEWS & ENGAGEMENT
Performance (YOY)
o Total Visits: 116,429 22%
o Total Unique Visitors: 99,824 22%
o Total Pageviews: 204,831 19%
o Average Time on Site: 1:22 11%
o Overall Bounce Rate (BR): 61%
4%
o Homepage Bounce Rate: 61%
15%
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Packet Pg. 80 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
o Total Visits: 208,535 32%
o Total Unique Visitors: 178,089
30%
o Total Pageviews: 375,320 28%
o Average Time on Site: 1:29 19%
o Overall Bounce Rate (BR): 58%
7%
o Homepage Bounce Rate: 56%
16%
YEAR-TO-DATE SNAPSHOT
2021 Performance (YTD)
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Packet Pg. 81 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
SIGNALS OF INTENT TO TRAVEL (SITS)
o Guide Orders: 626 24%
o E-Newsletter Sign Ups: 209 23%
o Deals Page Views: 2,507 24%
o Hotel Listing Views: 4,159 57%
o E-Guide Views: 271 15%
Goal Completions (YOY)
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Packet Pg. 82 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
BOOK DIRECT PERFORMANCE
o BookDirect Widget Searches: 1,236 1,453
o BookDirect Click-Thru's (Referrals to Properties):1,253 1,119
o Average Time Spent on Results Page (All Devices): 4.4 min 3.6 min
o Bounce Rate (BR): 28.98%25%
o Search-to-Referral Ratio:
Overall:101%77%
Desktop:216%157%
Mobile:23%43%
Activity & Engagement (YOY)FEB 2021 FEB 2020
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Packet Pg. 83 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
MOBILE, TOP PAGES & GEO MARKETS
o Mobile Traffic: 69% of total traffic, including tablets
o Most Viewed Pages: (1)Explore Safely landing page, (2) Events landing page,
(3) Homepage, (4) Coronavirus Information page, (5) Discover Marco Island article page
o Top State Markets: Florida, New York, Illinois, California, Ohio
o Top City Markets:Naples-Ft. Myers, NYC, Tampa-St. Pete, Miami-Ft. Lauderdale, Chicago
o International Sites (YOY Comparison):
•GERMAN: Visits (588) down 49%, time on site (0:52) down 37%, BR (71%) up 13%
•PORTUGUESE: Visits (297) down 1%, time on site (0:56) down 11%, BR (70%) down 5%
•SPANISH: Visits (931), time on site (1:35), BR (60%)
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Packet Pg. 84 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
CORONAVIRUS INFORMATION PAGE
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ç
ç
ç
Performance (February only)
o Total Pageviews: 5,659
o Total Unique Pageviews: 4,890
o Entrances: 3,155
o Average Time on Page: 2:22
o Page Bounce Rate (BR): 68%
o Primary Source: Organic (4,084)
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Packet Pg. 85 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
PARADISE IN PLACE PAGE
ç
Performance (February only)
ç
o Total Pageviews: 282
o Total Unique Pageviews: 244
o Entrances:70
ç
ç
o Average Time on Page: 4:07
o Page Bounce Rate (BR): 57%
o Primary Source: Organic (150)
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Packet Pg. 86 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
SAFE EXPLORATIONS PAGE
ç
Performance (February only)
ç
o Total Pageviews: 17,756
o Total Unique Pageviews: 14,591
o Average Time on Page: 1:25
ç
ç
o Page Bounce Rate (BR): 86%
o Exit Rate: 80%
o Primary Source: Video (6,064)
9.A.1
Packet Pg. 87 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
ORGANIC TRAFFIC
o Organic was the largest source of
traffic in February, making up 61% of
all traffic and driving 70,643 visits
o Compared to 73,199 visits in
February 2020, organic traffic was
down 4% YOY
o The organic bounce rate was 52%,
which was the lowest bounce rate
of the four traffic mediums
9.A.1
Packet Pg. 88 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
o Total Impressions:42.2K
o Total Clicks: 3.4K
o CTR: 7.94%
PERSONALIZED CONTENT
February Activity
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Packet Pg. 89 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
o Drive Market (FL, GA, SC)
o Impressions: 1,894
o CTR: 1.11%
o Drive Market (ATL )
o Impressions:150
o CTR: 2%
PERSONALIZED CONTENT
o Local Market
o Impressions:1,916
o CTR: 2.04%
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o NYC
o Impressions: 639
o CTR: 1.88%
o Midwest General
o Impressions:717
o CTR: 4.88%
PERSONALIZED CONTENT
o Northeast General
o Impressions:1,138
o CTR: 3.6%
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o Default/US
o Impressions: 2,567
o CTR: 3.58%
PERSONALIZED CONTENT
o Fly Market (Chicago)
o Impressions:448
o CTR: 2.46%
o UK
o Impressions: 102
o CTR: 6.86%
9.A.1
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o International –Germany
o Impressions: 18
o CTR: 0%
o International –Brazil
o Impressions: 21
o CTR: 4.76%
PERSONALIZED CONTENT
o International –Spanish
o Impressions: 55
o CTR: 7.27%
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o Impressions:27,526
o Clicks: 2,312
o CTR: 8.4%
PERSONALIZED CONTENT
Fly In: E-News Promo
9.A.1
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PERSONALIZED CONTENT
o Impressions:6,142
o Clicks: 955
o CTR: 15.55%
Fly In: COVID-19 Events
9.A.1
Packet Pg. 95 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
PERSONALIZED CONTENT
Pages Per Visit
o Didn’t see PC: 1.1
o Saw PC: 3.1 75%
o Clicked PC: 4.8
171%
PC = Personalized Content
Average Time Spent
o Didn’t see PC: 0:32
o Saw PC: 3:08 130%
o Clicked PC: 4:26 224%
Bounce Rate
o Didn’t see PC: 77%
o Saw PC: 27% 55%
o Clicked PC: N/A
February Engagement
9.A.1
Packet Pg. 96 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
RECOMMENDATIONS & KEY INSIGHTS
●To continue driving organic traffic around high-opportunity keywords, we recommend creating deeper content on narrow topics such as:
SEARCH VOLUME (monthly)CURRENT PAGE RANK
●Naples Pier 9,900 5
●Collier Seminole State Park 6,600 9
●Delnor Wiggins Pass State Park 2,900 5
●Ten Thousand Islands 2,900 11
●Bike Rentals Naples Florida 2,400 10
●To optimize for engagement and keep content as relevant, timely and valuable as possible, consider:
●Creating feature content around safe/responsible travel and social distancing:
(1) Outdoor Event Roundup, (2) 5 Ways to Celebrate Spring in Naples, (3) City/County Parks & Trails
●Update and enhance seasonal and COVID-appropriate copy on key landing pages and articles:
(1) COVID Info Page, (2) Events, (3) Outdoors, (4) Boating, (5) Explore Naples Safely (e.g., new itinerary)
9.A.1
Packet Pg. 97 Attachment: MARKETING PARTNER RPT Feb Activity for March TDC 1 (15328 : Marketing
ON LINE HOTEL BOOKING SERVICES
Book Direct-JackRabbit Systems
9.A.1
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9.A.1
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Collier County Museums
Visitation Reports
9.A.1
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THANK YOU
Questions?
9.A.1
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03/22/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 11.A
Item Summary: Tourism Staff Reports
Meeting Date: 03/22/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/16/2021 9:44 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
03/16/2021 9:44 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/16/2021 9:44 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 03/16/2021 9:50 AM
Tourism Jack Wert Director Completed 03/16/2021 9:51 AM
Corporate Business Operations Sean Callahan Executive Director Completed 03/16/2021 3:48 PM
County Attorney's Office Colleen Greene Attorney Review Completed 03/16/2021 5:30 PM
Tourist Development Council Jack Wert Meeting Pending 03/22/2021 9:00 AM
11.A
Packet Pg. 109
DIRECTOR ACTIVITIES- Jack Wert- February 1-28, 2021
PERIOD AT A GLANCE 2021
2020
Number of Advocacy Contacts 9
6
Number of Trade Show/Conferences 4 3
Number of Tourism Industry/Inter Div. 9
7
Number of PR Interviews/Communications 19 5
3
Advocacy
• Collier Chapter - Florida Restaurant & Hotel Association Board Meeting & Advocacy Calls
• Weekly Meetings with Emergency Ops on COVID-19 situation
• Destinations International Advocacy Committee Weekly Meetings
• Florida Sunshine Sports Council Weekly Conference Call on status of events & protocols
• Atlanta Federal Reserve Tourism Advisory Council semi-monthly Economic Reports Sent to Fed
• Destinations Florida Advocacy Conference- Legislative Session update on TDT expansion issues
• Monthly Partner e-newsletter on COVID-19 response
• FRLA Advocacy Update Call
• Virtual call with Florida Wildlife Federation possible promotions
Trade Shows/Tourism Industry Conferences
• Florida Huddle Virtual- Make up Zoom meetings with three additional Tour Operators we were
not able to meet with during the Virtual Trade show. Same positive feedback from all meetings
of pent up demand and anxious for borders to open and flights to resume to US.
• Destination Intl. CDME Board Meeting on Recertification protocols
• Recorded Video for US Open Pickleball Championship
• Recorded Northstar Group Sales video for special group promotion
Tourism Industry & Intra-Division Meetings
• Zoom Webinar with Partners on COVID Recovery plans
• Parks & Recreation Sports Weekly Event Reviews
• COVID-19 Update Meetings with Brazil, Colombia, UK and Europe reps on recovery planning
• Weekly Tourism Division Staff Meetings
• Destinations International Education Committee Conference Calls
• Meetings with Alaska Airlines and RSW & Lee VCB on current advertising in SEA & LAX
• PRSA Presentation on Marketing in COVID -19
• Marco Island Realtors
Promotional Activities/Special Events 5
11.A.1
Packet Pg. 110 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
Director Activities- Cont.
Public Relations/Communications
• Media interviews: WINK; NBC-2; ABC-7; Fox News, Naples News, Bob Harden; Dave Elliott Radio,
Florida Weekly, Gulfshore Business
• Weekly Calls with Lou Hammond Group and Paradise Advertising on Coronavirus response
• Gulf Coast Regional CVB PR Conference Call on Coronavirus
• Conference Calls with US Travel Assoc, Destinations Intl., Destinations Florida, Brand USA,
Promotional Activities/Special Events
• Naples United meeting on training at Sports Complex
• Mardi Gras and St. Patrick’s Day events at Sports Complex
• Meetings with Eiger Marketing on Chubb Golf Classic at Tiburon
• Phone conferences with US Open Pickleball Championships organizers
11.A.1
Packet Pg. 111 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
Deputy Director February 21 - Paul Beirnes
Strategic Activities Report
TASK 2021 2020
Strategic Planning Projects 2 0
Collateral Development 2 0
Staff Planning & Development 10 0
New Projects 1 0
Current and Upcoming Significant Strategic Initiatives
This staff position was filled at the start of FY 21, so we do not have comparable statistics for 2020.
These are the projects and tasks that the Deputy Director is currently working on :
2021 / 2022 Visitors Guide Redesign: The CVB is finalizing the development and significant strategic
redesign of the annual Visitors Guide. The new guide will showcase the destination in a much more
visually impactful manner while utilizing an integrated QR code strategy which will drive significant
incremental traffic to the website over the year. Covid-19 protocols and encouraged vigilance in also
integrated into the guide design.
2021 Strategic Sports Marketing Plan: With the recent launch of the Paradise Coast Sports Complex, the
CVB has led in the development and implementation of a strategic destination sports marketing and
communications plan. The strategic plan capitalizes on the vast sporting capabilities, and resources,
across the entire destination to drive incremental sports and entertainment events and resulting
overnight visitation.
Paradise Pledge: In a protective abundance of caution the CVB will continue to encourage destination
partners to remain vigilant in the adoption and execution of heightened Covid-19 protocols well into any
recovery in an effort to protect the destination’s recovery pace.
2021 Strategic Recovery Plan: The CVB has proactively developed and currently executing a thorough
plan that identified significant marketing and communications paradigm changes that occurred as the
result of Covid-19. A tactical response is currently being integrated across all disciplines in order to
respond and capitalize wherever possible to elevate the consideration and intent to visit the destination.
Spring and Summer Recovery Media Campaign: As the travel industry begins to show promising signs of
recovery strength the CVB is actively developing an implementing a thorough recovery media campaign
that is targeted to begin early May to directly impact the Spring / Summer and even sustained Fall
visitation.
PR Manager FTE position: A fundamental CVB FTE role is that of the Public Relations Manager.
Unfortunately, the competition for candidates demonstrating a key strength within this strategic
discipline has remained exceptionally high. The efforts of three search committees has come up short of
securing a candidate due to a series of conditions. The CVB is considering the use of a search firm to
identify and secure a successful candidate.
11.A.1
Packet Pg. 112 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
GROUP MEETING SALES REPORT
Lisa Chamberlain – Group Sales Manager
Reporting Period: February 1 – 28, 2021
2020 2021
Number of Meeting Planner Contacts
123 direct contacts 36
Number of RFP leads sent to hotel partners
84 37 Leads sent
$16,431,526 estimated Econ impact
Number of Groups booked
11 2 groups booked
Total Room Nights/Econ. Impact for Period
booked
$3,831,835.17 direct
spend
7552 Room nights booked
$23, 377 direct spend
38 Room nights booked
Number of RFP Enhancement (RFPE)
Requests
1 booked and 2 granted 2
Number of RFPE’s to Contract
1 1
Client Site Visits & FAM’S
2 2 - CPS Meetings & Incentives &
Heartland Payment Systems/HB
Hotel Partner Site Visits 0 8
Number of Shows Attended Attended IPEC
Independent Planners
Educational Conference 22
one on one appts.
1 - Assisted with Virtual Wedding Show
SALES ACTIVITIES
Joined the CVB team on February 1, 2021
• 2/1-2/5: completed mandatory Collier County New Hire Orientation Training & Modules ‘Collier
University’
• 2/4/21: Accompanied associate Michelle Pire on CPS Meetings & Incentives
• 2/9: Paradise Advertising – worked with them on content for Meeting Escapes February email blast
introducing new Group Sales Manager to the team
• 2/10 -11: Assisted with Virtual Wedding Show
• 2/11: Hotel Partner Visit Hilton Naples Niccole Neebling
• 2/15: reviewed Meetings Media Plans with Paradise Advertising
• 2/17: Hotel Partner Visit JW Marriott Marco Island Beach
• 2/17: Paradise Advertising – Review of Meetings Media plan
• 2/18: CVB Partner Recovery Meeting – ZOOM Introduction
• 2/18: Hotel Partner Visit Ritz-Carlton Naples Nicole
• 2/19: Hotel Partner Visit – Naples Grande Beach Resort & Ritz-Carlton Golf Resort Naples
11.A.1
Packet Pg. 113 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
• 2/23: Paradise Advertising: Meeting Escapes March content & Review of messaging for :15 & :30
second video spots
• 2/23: Naples CVB Midwest Representatives call – Maura Zhang & Shannon Synergy-Connect
• 2/24: Paradise Advertising: Prevue Eblast Content
• 2/24: Hotel Partner ZOOM Meeting JW Marriott Marco Island Sales Team
• 2/24: Hotel Partner Site Visit Springhill Suites By Marriott Naples/Fairfield Inn Liz Sanders
• 2/25: Heartland Payment Systems/HelmsBriscoe Client Site Visit JW Marriott Marco Island
• 2/25: Lou Hammond Group – Lisa Chamberlain Appointment Press Release
• 2/26: Paradise Advertising review & approval of Meetings Display Banners online & Prevue Eblast
March Copy
• Continue introduction and outreach to hotel partners to schedule visits; request hotel protocols &
procedures and to ensure part of Paradise Pledge program.
OBSERVATIONS/TRENDS
Recent surge in RFP/Lead volume, primarily smaller group meetings, reflects optimism of organizations &
meeting planners to consider in-person meetings to return possibly as early as fall (Q- 4) 2021 and even
stronger demand for 2022. Many lead opportunities are for the Incentive Market representing smaller,
higher-end groups, but have been several larger groups, as well .
UPCOMING STRATEGIC INITIATIVES
Continue outreach to clients via email blasts; Webinars, and personal email/phone. Exposure with Northstar
Meetings Webinar Sponsorship March 24th: Working with Paradise Advertising & Northstar Meetings on
script and video production for 5 minute sponsorship opportunity to reach an estimated 350 planners.
Continuing with advertising message of safety, with Paradise Pledge, and ‘Only Paradise Will Do.’ Example:
‘So when it’s time to plan your next in-person meeting, consider Naples, Marco Island and the Everglades…
because for extraordinary meetings that are literally pledged to your attendees’ safety, Only Paradise Will Do.
Monitor status and registration numbers for upcoming industry events scheduled to be held in person over
the coming months. Survey my industry associates on their plans to participate/attend these important
industry events. (Florida Society of Association Executives Annual Conference Orlando July 2021); Ongoing
communication with hotel and industry partners to maintain relationships and keep finger on the pulse of the
meetings side of industry and what clients may be sharing regarding future plans.
11.A.1
Packet Pg. 114 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero
Reporting Period: February 1-28, 2021
PERIOD AT A GLANCE
2020 2021
Number of Travel Agent Contacts
0 572 Virtual
Number of Tour Operator Contacts
40 66 Virtual
Number of FAM’s/Site Visits
0 1
Number Trade Shows Attended 1 4 virtual
VIRTUAL EVENTS:
2/4/2021 – Brand USA Focus Canada. Virtual event that provided the latest insights and trends on
Canada’s post-pandemic travel mindset.
2/8-12/2021 – Virtual Florida Huddle – Virtual meetings with 40 Tour Operators from the UK, Ireland,
Germany, Benelux, Scandinavia, Canada & Latam. Very positive feedback from all meetings. All very
eager for borders to open in Europe and UK. Latam very interested in developing the Paradise Coast as
an alternative to Miami & Orlando.
2/10-11/2021 – Virtual Destination Weddings Expo. Assisted Michelle Pirre in this virtual trade show
where we had 545 unique visitors (TA’s) to our booth, 1741 resources viewed, and 1231 agents viewed
our videos.
2/24-25/2021 – Destino Aviareps. Virtual Latam tradeshow that included 8 countries. We had a total of
55 appointments with both tour operators and travel agents.
2/24-25/2021 – Lucie Bellavance with CWT Voyages Montreal came to visit the destination with her
husband for future Canadian bookings.
Webinars and Meetings:
Connect weekly Zoom Meetings: Continued to attend the Connect Travel webinars with tour operators
from the United States, Canada, and International companies.
2/1/2021 - Travel Pulse – President Biden’s New Orders Stir the Travel Industry
2/3/2021 – Zoom meeting with Mexico office on destination talking points.
2/3/2021 – Meeting with Vidaltourismo re: marketing opportunity in Mexico and VF.
11.A.1
Packet Pg. 115 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
2/3/2021 – Zoom meeting Mexico office to review revised marketing plan.
2/4/2021 – Zoom meetings with Colombia and Mexico offices to approve monthly newsletter.
2/10/2021 – Zoom webinar: See the Forest AND the Trees: Top Learnings From 2020 as Guideposts for
2021
2/11/2021 – Review of newly created training platform with Colombia office.
2/12/2021 – Meeting with Mexico office to create Destino Aviareps welcome video for virtual show.
2/17/2021 – Zoom meeting with Jill LaBarre to discuss marketing opportunities with Palm Coast Travel /
SmartCruiser/OASIS Travel Network.
2/18/2021 – Monthly Partner Recover Meeting.
2/18/2021 – Zoom webinar: Spring into Safety
2/18/2021 - Monthly zoom meeting with FL DMO’s for updates on each destination.
2/19/2021 – Zoom meeting with Colombia office re: Tour Operator Scape Mayorista coop strategy.
2/22/2021 – Travel Industry Sales Update to TDC.
2/23/2021 – Webinar: Trends & Insights for Travel Industry Recovery presented by Expedia Media Group
Solutions
2/23/2021 – Zoom meeting with Argentina office to review marketing plan and upcoming actions.
2/23/2021 – Zoom meeting with meeting planner Anna Hudson, PMMI to discuss the Group Attendance
Push for her upcoming meeting.
2/25/2021 – Monthly update zoom meeting with Diamonde team.
2/25/2021 – Zoom meeting with Marcelo to discuss billing and new TDC reporting for the Latam
countries.
2/26/2021 – Zoom meeting with West Coast of FL DMO’s to finalize new training format.
LATAM Update
Ongoing support to the Argentina, Brazil Colombia, Chile, and Mexico office representatives.
2/2/2021 – Interview and Facebook Live with Report Colombia.
11.A.1
Packet Pg. 116 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
2 Interviews set up in March for the LATAM market. One in Mexico and One in Argentina.
2/26/21 – We appeared in Mensajero as participants in the Destino Aviareps show.
Upcoming Strategic Initiatives:
Brand USA 1 on 1 virtual appointments for the UK, German and Mexico markets to take place March 15
– 18, 2021.
Preparing virtual booth, chats, and appointments for the Virtually Yours Travel Show to take place the
week of March 29, 2021.
Working with the agency to get all assets in place for the Travel Weekly webinar schedule for April 29th.
This will be a panel discussion to include 3 unique selling propositions for the destination.
11.A.1
Packet Pg. 117 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
PERIOD AT A GLANCE 2020 2021
Number of Travel Agent &
Tour Ops Contacts
15 545
Number of FAM’s/Site
Vi i
0 1
Number of Meeting
/Wedding Planners
398 4
Tradeshows 1 0
SPECIALTY MARKETS
Michelle Pirre
Reporting Period: 2/1/2021-2/28/2021
Webinars, Meetings
2/5/2021 - Meeting to discuss Paradise taking over LGBTQ Instagram @paradisecoastlgbtq. Discussed
Buzzy and Paradise Advertising taking over Instagram account
2/5/2021 - Meeting to discuss Support for IRF Sponsorship at JW Marriott Marco Island. Discussed
possible activation booths for tradeshow.
2/10-11/2021 – Virtual Destination Weddings & Honeymoon Expo. 545 unique visitors (TA’s) to our
booth, 1741 resources viewed and 1231 agents viewed our videos.
2/12/2021 - Webinar CVENT “how to capture more weddings” discussed how to use Cvent microsites to
attract more RFP’s for weddings.
2/17/2021 - Meeting with Jill LaBarre Palm Coast Travel how to discuss marketing and educational
initiatives
2/17/2020 - Meeting to discuss Online Courses for planners to become Paradise Coast Certified
planners/agents
2/18/2021 - CVB Partner zoom meetings
2/25/2021 - Pride Journeys/IGLTA meeting partnering perks
Site Visits
2/4/2021 – Site with Meeting Planner Jennie Jacobs with CPS Incentives for group booked at LaPlaya.
Jennie was looking for offsite venues for a dinner and attractions. Escorted new Group Sales Manager
Lisa Chamberlain for educational purposes.
11.A.1
Packet Pg. 118 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
Received the link to Rachel Covello’s video from Outcoast.com site visit in January. The video was
posted on March 3rd and has 337 views and still climbing. You can watch the video by clicking
here - >https://www.youtube.com/watch?v=C0fI1ioZ7-c&t=31s
Upcoming Strategic Initiatives:
Gathering collateral and needs for SMERF market
3/17/2021 – 3/18/2021 Family Travel Expo for SMERF market
3/19/2021 – LGBTQ Pop On - LGBTQ Travel in 2021 Roundtable hosted by IGLTA
Gathering vendor information for a Destination Wedding Planner guide to assist TA’s, planners, and
consumers in creating a destination wedding.
Cleaning up weddings website page to make it cleaner and easier for planners and guests to find
information.
11.A.1
Packet Pg. 119 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
Sports Events & Activities February 2021 – Nikki King There were no CVB supported events in the month of February.
Development Activities this Period
• Attended Parks and Recreation Athletics staff weekly partner meeting
• Completed Collier County University Training
• Completed monthly Internal Controls
• Attended weekly Sunshine Sports Council Mtgs
• Attended monthly Sports Marketing Mtg
• Updated Sports Website and Facebook page
• Met with staff at USA BMX State Race to ensure COVID-19 protocols are adhered to and that
overall needs of the event are met
• Attended weekly Tourism Staff Meeting
• Attended weekly 1:1 with Deputy Director
• Updating Sports Marketing Collateral
• Site visit with potential softball and baseball sports promoter at North Collier Regional
Park/Veterans Park and Golden Gate Community Park
• Met with Pickleball staff to ensure a cohesive COVID-19 plan is met
• Attended COVID-19 Partner Recovery Meeting
• Attended Economic Impact Calculator training
• Attended Sports Events & Tourism Association Women’s Group Webinar
• Attended monthly TDC meeting presented April grant funding request
• Worked on Pro Watercross contract for next fiscal year
Upcoming Strategic Initiatives
Revising current sports marketing plan to include COVID-19 recovery strategy to ensure we are
educating & communicating to event rights holders seeking new destinations at this time and inspire
them to consider Naples as a sports destination.
Strategic Alignment & Development plan -Sports Force Parks
The CVB will be forward focused to impact the sales funnel with traditional and non-traditional sporting
events occurring across the entire destination as well as within the Paradise Coast Sports Complex.
Strategically working together to ensure marketing efforts are in line and leveraging opportunities to
reduce costs and add value to ad buys.
11.A.1
Packet Pg. 120 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
11.A.1
Packet Pg. 121 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
PUBLIC RELATIONS & COMMUNICATIONS REPORT- Maria Power
PERIOD AT A GLANCE
FEBRUARY 2020
Number of Media Contacts from CVB PR
February 2021 – 13
February 2020 – 289
FEBRUARY
Number of Journalists/Influencers Hosted
February 2021 - 1
February 2020 – 3
FEBRUARY
1) Marck Guttman, freelancer writer from
Mexico
Website Listings, Events and Deals 245 Listing, events and deals added or changed in
February
Publicity Highlights
1) 9 of the best national parks to visit during
winter, MSN Travel Online, Publicity Value:
$15,444.86 https://www.msn.com/en-
us/travel/tripideas/9-of-the-best-national-
parks-to-visit-during-winter/ar-BBWPs5T
Great mention of Everglades National Park and
great way to enjoy the outdoors and social distance
2) Serving up love; 11 spots in Fort Myers,
Naples, Cape Coral for all kinds of romance,
The Naples Daily News, Publicity Value,
$4,880.27. Great mention of Trulucks and Bha! Bha! Persian Bistro.
Upcoming Strategic Initiatives Each year US
Travel Association through a domestic wide
initiative encourages all DMOs to showcase and
educate the importance of the travel and
tourism industry. This unified domestic effort is
part of US Travel Association’s national Travel &
Tourism Week and the theme of 2021 is “Power of
Travel”. The PR department will participate in this
industry-wide initiative and develop a flexible
video initiative could strategically position and
showcase the successful efforts of the Paradise
Coast CVB over the past year.
11.A.1
Packet Pg. 122 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
FEBRUARY 2021 DIGITAL & SOCIAL MEDIA REPORT – BUZZY FORD
FEBRUARY 2021
PERIOD AT A GLANCE
2021
2020
Twitter Accounts (3)
Twitter Tweets & DMs Sent: 38
Engagements: 259
Link Clicks: 15
Followers Gained: 10
Impressions: 14,821
Twitter Tweets & DMs Sent: 97
Engagements: 659
Link Clicks: 68
Followers Gained: 38
Impressions: 65,818
Facebook Accounts (5)
Facebook Posts Sent: 66
Engagements: 35,845
Link Clicks: 9,592
New Fans: 223
Impressions: 763,601
Facebook Posts Sent: 85
Engagements: 55,966
Link Clicks: 35,582
New Fans: 546
Impressions: 2,169,654
Instagram Accounts (3)
Instagram Media Sent: 29
Engagements: 1,492
Followers Gained: 183
Instagram Impressions: 50,092
Instagram Media Sent: 28
Engagements: 1,927
Followers Gained: 314
Instagram Impressions: 657,635
CrowdRiff 12k interactions and 24k views 15k interactions and 37k views
ThresHold360 8,121 Views / 1,434 Engaged Views 6,282 Views / 1,181 Engaged Views
Notable Tasks
• Red Tide Updates twice per week
• Film Museum of the Everglades Experience
• ADA Website Work
• Participate in PR Manager Review Committee
• Remove Dead Links from Tourism Webpages on Collier County Website
• Takeover of Paradise Coast LGBTQ Instagram Account
• Review of Arts & Culture Webpage
• Domain Renewals
• Attend & Run Zoom Portion of TDC Meeting
• iDSS Data Migration Project (ongoing project)
• Update and create various partner website listings
Upcoming Strategic Initiatives
• International website tag update. Enables the ability to update articles on
international websites for SEO purposes.
• Travel & Tourism Week film project.
11.A.1
Packet Pg. 123 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
MONTHLY SALES & MARKETING ACTIVITIES
FEBRUARY 2021
EUROPEAN SALES & MARKETING
TOUR OPERATOR ACCOUNTS
Germany
o CANUSA TOURISTIK GmbH & Co. KG, Karin Buhse, Product Manager FL
NAP Marketing
We have successfully secured and confirmed our part in the upcoming Visit Florida campaign with CANUSA.
We will be conducting this campaign with only 3 more partners, the Keys, Tampa and St. Pete Clearwater.
The campaign has 3 components. The first is the online marketing component which consists of a Travelzoo
Collection and a Display campaign as well as a SEA campaign.
The second is a social media promotion and raffle with Florida themed week on Facebook and Instagram as
well as Pinterest under the theme “Bring Florida into your home”.
Last but not least there is the print component, which includes an exclusive and individually designed Florida
print mailing promoting travel packages, each partner will receive 2 pages and the mailing is distributed to
20.000 CANUSA top tier customers. This campaign is an excellent opportunity to gain destination awareness
and Florida awareness and also generate bookings due to the long duration of the campaign. The duration
for this campaign is 3 months starting April- June 2021.
o Faszination Fernweh, Manuela Dübler, CEO
NAP Sales
We have successfully secured and confirmed a comprehensive destination training for May 5th, 2021.
o Meso Reisen GmbH, Patrick Schreiber, Senior Product Manager & Sales Manager
NAP Sales
We have secured and confirmed two destination trainings one for beginners and one for advanced agents
of the sales team. March 23, 2021.
o America Unlimited GmbH, Timo Kohlenberg, Owner
NAP Marketing
We have successfully held a conference call with Timo from America Unlimited February 10th, 2021. He
informed us that they are planning a joint marketing campaign with Visit Florida details to be discussed. His
expectation of travel to the USA is quarter four this year and of course all of 2022. At the moments the
booking behavior he says, is strongly affected by the media, concerning vaccinations etc..
11.A.1
Packet Pg. 124 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
TRAVEL AGENTS
o Solamento Reisen GmbH, Thomas Rickert, Head of Sales
Tele Sales
Thomas is Head of Sales for Solamento mobile sales agents for 1,5 year. His network is established as he had
been area sales manager for Air Berlin and had worked for a Tour Operator as Head of Sales afterwards.
Now is responsible to integrate new mobile sales agents to the provider Solamento. Travel Agents can
register at a monthly fee and get access to all relevant tools and insurances for sales. Commission is 8%
which is very high for a mobile sales agent (usually it is 6%). Their revenue is around 200 million per year
with 330 mobile sales agents. 5 as of 10 requesting agents he does not accept. In the current situation they
see the requests from TA side increasing as privately owned Travel Agencies or retail stores are closed. He
stated he looks into detail if the sales approach from the TA fits with them.
He is very open minded for a cooperation with DiaMonde and properties. Interested to feature properties
on their social media channels. Shared Media Page and f/u by end of Feb
EVENTS
o Florida Huddle
Date & Place 8.-12.2.2021 virtual
Profile of
attendees
The show was for trade visitors only, but on the Friday the show was open to travel
agents as well. Overall, next to the TO meetings, there were many virtual activities and
lectures participants could participate at.
General feedback We held meetings with TOs from the DACH and Benelux markets. For further
information on the meetings held, please refer to the detailed meeting report
attached. Overall, the feedback was similar, whether it was a German or Dutch or
Belgian tour operator. They see their clients are interested and receive travel requests,
but clients are hesitant with bookings as they are unsure that will happen in the near
future. All tour operators are forecasting and hoping that travelling to the USA will be
possible in late summer and fall 2021. They are also very confident and
hopeful for bookings for 2022. Also, all gave the same feedback concerning what
travelers will look for, and it is: safety, nature and remote places, hotels and vacation
homes. Mostly all are using the current time to work on operations and websites to be
ready with a fresh look on websites. They are also very much interested in training their
sales teams.
o fvw counter days
Date & Place 11.-12.2.2021 Virtual
Nr of attendees Over 1000 travel agents from DACH
Profile of event The first virtual fvw counter days were quite successful. Over 1000 travel agents have
participated in this 2-day show.
With our webinar we have attracted 122 travel agents and were in touch during the
show with over 150 travel agents in the chat at our virtual booth. Due to our good
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relationship with Florian Hölzen from fvw, we have been selected to share highlights of
the destination in an interview in the so called “Show TV”, which was also very
successful.
The feedback we have received from the agents was great, they are ready to sell the
destination and can’t wait when travel to the USA is possible again. We could share our
Insider’s Tip List as well as image links and info’s on excursions all throughout the 2
days and in the follow-up mail, that we sent.
The cost for this activity is 1.904€.
o CRD & Visit Florida training
Date & Place 25.2.2021 virtual
Nr of attendees 10
Profile of event We have held a destination training shared with the Florida Key’s in February. We had
about 25 minutes to comprehensively present Paradise Coast, the agents loved the
training and were very grateful to participate. They were really interested in the insider
tips we shared. This was free of cost.
MARKETING
o Expedia conference call
We have held another conference call with Rosa from Expedia and discussed the upcoming campaign on
February 15th, 2021.
o Expedia marketing campaign
We have secured and confirmed our marketing campaign with Expedia. The campaign has a focus on sales
and targets travelers that are looking for holidays in 91- 180+ days. The ads will be targeting not only
consumers searching for "Florida" but also other competitive destinations, to gain additional share of
bookings, plus generating brand awareness and the ads will not only be displayed on the Expedia website,
but also on other websites with the so called passport ads, to lead potential travelers to our landing page,
which also will be updated, to book and we will also have a e-mail footer ad as well. By making use of this
ads and this kind of budget, Expedia will generate impressions and generate a maximum brand awareness
and of course bookings.
This campaign will run 2 months starting March 8th, 2021, to target travelers that plan to travel 91-180+
days.
It is very fortunate that Expedia is super flexible with the campaigns, if they see that there is no booking or
searching demand at the moment, they will safe the impressions to look into it at a later point, or switch to
an awareness focus.
The cost is 15.000 USD.
o Facebook fan page
# posts: 4 #fans: 14.496
Please find down below the most successful posts in February:
#1 15.02.2021 Beach, reached 1.890, 61 reactions and 46 likes
#2 17.02.2021 Dolphins, reached 1.318, 47 reactions, 40 likes
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PROJECTS
o NAP Conference Call
We have held a conference call with Jack Wert and Claudia Cianfero, to discuss current situation and how to
move forward within our respective markets on February 25, 2021
o Visit USA members meeting
We have participated at the virtual Visit USA Members Meeting February 3, 2021. Meeting Minutes will
follow.
o Brand USA German update
We have participated at the Brand USA virtual German update on February 23rd, 2021. Here is a brief
summary of the event, that included a TO panel as well as a media panel and travel analyses.
Philipp Detmer (DER Touristik), Tilo Krause-Dünow (Canusa) and Pia Hambrock (CRD Touristik) agreed: Even
if only 10 to 15 percent of the usual bookings for summer and fall are currently in the can - Germans will
travel to the U.S. again as soon as the restrictions are lifted. However, a strong welcome message from the
U.S. side is important, they said.
USA remains dream destination for many Germans. Ulf Sonntag, project manager for travel analysis at the
Forschungsgemeinschaft Urlaub und Reisen (FUR), assured that "Germans want to travel even in times of
pandemic. As soon as travel is allowed again, we will do it." Although the outlook for travel to the U.S. is
mixed in the short term, he said the United States is still a dream destination for many Germans. However,
it is crucial that U.S. partners continue to communicate and market the destination, as German tourists have
many other alternatives available, Sonntag agreed with tour operators.
Amanda Davis, manager of global markets at Brand USA, stressed how important it is for Brand USA to
continually engage with the trade audience, including through the USA Discovery Program, the virtual Visit
USA Germany Roadshow and other information sources such as Go USA TV, the U.S. Covid-19 Travel
Guidelines and the new Covid-19 Indicator Dashboard.
CONSUMER
o Brochure fulfillment: 4 in total
HIGHLIGHTS IN MARCH 2021
o Brand USA Meetings, March 15-18, 2021
o Training Meso Reisen, March 23, 2021
o Expedia Marketing campaign, starting March 8th, 2021
o Advertorial in 360C Reisen Magazine, March 15th, 2021
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Powered by
TDC REPORT
February 2021
LATIN AMERICA- 5 COUNTRIES
BRAZIL
TRADE & PR ACTIONS IN FEBRUARY
• 36 sales calls
• 25 meetings in Destino AVIAREPS
• 73 agents trained
• 6 media calls
• 1 Press Release
• 2 newsletters
New Products
FRT launched a new package – with motorhome
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ARGENTINA
TRADE & PR ACTIONS IN FEBRUARY
• 70 agents trained
• 20 targeted sales calls to promote & develop PC.
• 5 meetings in Destino AVIAREPS
• Media coverage this month
• Mensajero: reach 25.300 - Advalue USD 2125
• Report: Reach 28.000 - Advalue USD 2875
CHILE
TRADE & PR ACTIONS IN FEBRUARY
• 25 targeted sales calls to promote & develop the PC.
• 9 Successful Contact
• Destino AVIAREPS: 7 Sales Call and 2 to Media Calls.
COLOMBIA
TRADE & PR ACTIONS IN FEBRUARY
• 57 travel professionals trained about Paradise Coast – Scape Mayorista. Wholesaler
partner.
• 18 Sales Calls to discuss strategies to promote and sell Paradise Coast in Colombian
Market.
• Participation at DESTINO AVIAREPS LATAM on February 24 & 25. Meeting with 11 strong
potential partners to promote Paradise Coast
• Interview for Claudia Cianfero in Report Colombia, Report Americas & Report TV: +85.000
Travel Professionals in Latin America
Interview Release: https://online.anyflip.com/cyto/dnlz/mobile/index.html
Report TV: https://www.youtube.com/watch?v=zmhiJ1EHUEA&feature=emb_title
• Strategies in Progress:
AVIAMARKETING: Inclusion of Naples Grande & Residence Inn Naples to the Loyalty Program
of one of the biggest Banks in Colombia: Davivienda with up to 5 Million clients who could
consider Naples as their next place to spend their holidays
-Wholesaler Link: https://www.aviamarketing.com/
-Bank’s Loyalty Program https://www.privilegiosdavivienda.com/complemente-su-viaje/
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Packet Pg. 129 Attachment: Staff Reports Feb 21 Activities (15329 : Tourism Staff Reports)
SCAPEMAYORISTA: Sales Contest – FAM for 6 winners in September. Winners must have
booked up to 50 nights in Paradise Coast. Sales Contest to be launched on March 23, 2021 to
over 250 travel agencies affiliated to the Wholesaler Scape.
http://www.scapevacaciones.com/
MEXICO
TRADE & PR ACTIONS IN FEBRUARY
• 59 agents trained.
• 25 Targeted sales calls to promote and develop the PC.
• 8 Media meetings.
• 202,474 media coverage with a total value of - $13,910usd.
• 179 Facebook followers and 15 Facebook Posts.
• Destino AVIAREPS
o 9 sales calls
o 2 media calls
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03/22/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 13.A
Item Summary: Next Meeting Date - April 26, 2021
Meeting Date: 03/22/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/08/2021 11:48 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
03/08/2021 11:48 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/08/2021 11:49 AM
Tourism Jack Wert Director Completed 03/08/2021 1:12 PM
Corporate Business Operations Sean Callahan Executive Director Completed 03/10/2021 8:40 AM
County Attorney's Office Colleen Greene Attorney Review Completed 03/11/2021 1:13 PM
Tourist Development Council Jack Wert Meeting Pending 03/22/2021 9:00 AM
13.A
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