TDC Agenda 05/24/2021COLLIER COUNTY
Tourist Development Council
AGENDA
May 24, 2021
9:00 AM
Board of County Commission Chambers
Collier County Government Center
3299 Tamiami Trail East, 3rd Floor
Naples, FL 34112
Councilor Jared Grifoni, Chair
Clark Hill, Vice-Chair
Commissioner Andy Solis
Susan Becker
Amanda Cox
Nancy Kerns
Kathleen Brock
Edward (Ski) Olesky
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.
May 2021
Collier County Tourist Development Council Page 2 Printed 5/18/2021
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. April 26, 2021 TDC Meeting Minutes
5. Presentations
A. Sea Turtle Protection Program - Parks & Rec
B. Friends of the Fakahatchee Kiosk project
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
A. Recommendation to approve a proposal with APTIM Environmental & Infrastructure,
Inc.; to provide professional engineering services for 2022-2023 Local Government Funding
Request under Contract No.18-7432-CZ for time and material not to exceed $22,532.00 and
make a finding that this item promotes tourism.
B. Recommendation to review Tourist Development Tax Grant Applications and provide
recommendations for FY 22 Marketing Grants (formerly Category B) ($140,000) and Non-
County Owned/Operated Museums (formerly Category C-2) ($530,000) and make a
finding that these expenditures promote tourism.
8. Old Business
A. Verbal Update on Fall Beach Renourishment Project Area, Coastal Zone Management
May 2021
Collier County Tourist Development Council Page 3 Printed 5/18/2021
B. Review of Tourist Development Tax supported funds Expenditure and Revenue Report for
the Second Quarter of Fiscal Year 2021 * No Action Required. For Information Purposes
Only*
9. Marketing Partner Reports
A. Part 1
1. Marketing Partner Report - Part 1
B. Part 2
1. Marketing Partner Report - Part 2
10. Council Member Discussion
11. Tourism Staff Reports
A. Tourism Staff Reports
12. Detailed Staff Reports
13. Next Scheduled Meeting
A. Next TDC Meeting date - June 28, 2021
14. Adjournment
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Item Summary: April 26, 2021 TDC Meeting Minutes
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/11/2021 11:36 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/11/2021 11:36 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/11/2021 1:37 PM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/11/2021 1:38 PM
Tourism Jack Wert Director Completed 05/11/2021 1:51 PM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 8:58 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 9:34 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
4.B.1
Packet Pg. 4
April 26, 2021
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, April 26, 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 at the Paradise Coast Sports Complex, 3940 City Gate Blvd S N,
Naples, FL with the Following members present:
Chairman: Commissioner Andy Solis
Vice Chairman: Clark Hill (via Zoom)
Amanda Cox
Susan Becker
Kathleen Brock
Ed (Ski) Olesky
Michael McCabe
Jared Grifoni (via Zoom)
Nancy Kerns
ALSO PRESENT: Jack Wert, Tourism Director
Paul Beirnes, Deputy Director of Tourism
Andy Miller, Manager, Coastal Zone Management
Colleen Greene, Assistant County Attorney
Jennifer Leslie, Tourist Development Tax Coordinator
4.B.1.a
Packet Pg. 5 Attachment: April 26 minutes (15850 : April 26, 2021 TDC Meeting Minutes)
April 26, 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
Pledge of Allegiance was recited.
3. Roll Call
A quorum was established.
Mr. Olesky moved to allow Mr. Grifoni and Mr. Hill to participate in the meeting remotely via Zoom,
due to an extraordinary circumstance. Second by Mr. McCabe. Carried unanimously 7 – 0.
4. Agenda and Minutes
A. Changes and Approval of Today’s Agenda
Ms. Becker moved to approve the Agenda subject to hearing Item 10 Council Member Comments
after Item 13. Detailed Staff Reports. Second by Ms. Kerns. Carried unanimously 9 – 0.
B. Approval of prior TDC Meeting Minutes
1. Regular Meeting March 22, 2021
Ms. Cox moved to approve the minutes of the March 22, 2021 meeting as presented.
Second by Ms. Becker. Carried unanimously 9 – 0.
5. Presentations/Public Comment - (3 minutes each)
A. Beach Park Facilities
Melissa Hennig, Regional Manager, Parks and Recreation presented the PowerPoint “Beach
Park Facilities Update – April 2021” for informational purposes. She provided on overview of
recent beach visitation and revenue data for the past season. The revenue garnered this season was
in line with 2019 activity.
She also noted the following capital projects are ongoing:
Barefoot Beach Preserve: Boardwalk and Pavilion improvements; toll booth replacement; roadway
and parking lot sealing and striping; dune crossover work in the area of the Ranger Station.
Vanderbilt Beach: Boardwalk improvements and parking garage repairs.
Clam Pass Park: Boardwalk improvements and restroom expansions.
Tigertail Beach: Restroom and parking lot enhancements; playground upgrades.
General: Beach parking meters installed.
She noted Marsh Paddlers, Inc. partnered with the Department for the State’s designation of the
Paradise Coast Blueway, now a recognized Blue Zone Project.
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: April 26 minutes (15850 : April 26, 2021 TDC Meeting Minutes)
April 26, 2021
3
B. Beach Park Facilities
None
C. Tourism Division
None
7. New Business
A. Recommendation to approve the fall truck haul beach renourishment project for the
Vanderbilt Beach and Naples Beach scheduled for November 2021 with a not-to-exceed project
cost of $7,302,924.50; authorize all necessary budget amendments; and make a finding that
this item promotes tourism (Project No. 90066 and 90068).
Mr. Miller presented the above referenced Executive Summary noting the Pelican Bay private
beaches are included in the project but will be funded by Pelican Bay at an estimated cost of $2M.
Ms. Becker moved to recommend the Board of County Commissioners approve the fall truck haul
beach renourishment project for the Vanderbilt Beach and Naples Beach scheduled for November
2021 with a not-to-exceed project cost of $7,302,924.50; authorize all necessary budget
amendments; (Project No. 90066 and 90068) and finds the item promotes tourism.
Second by Mr. Olesky. Carried unanimously 9 – 0.
B. Recommendation to award Invitation to Bid (ITB) No. 21-7827 “Beach Compatible Sand
Supply” for beach re-nourishment to Stewart Materials, LLC, and make a finding that this
project and expenditure promotes tourism.
Mr. Miller presented the above referenced Executive Summary.
Ms. Becker moved to recommend the Board of County Commissioners award Invitation to Bid
(ITB) No. 21-7827 “Beach Compatible Sand Supply” for beach re-nourishment to Stewart
Materials, LLC and finds the expenditure promotes tourism. Second by Ms. Kerns.
Carried unanimously 9 – 0.
C. Recommendation to approve the proposal by CSA Ocean Sciences, Inc. to continue the
required post-construction hardbottom monitoring for the Collier County Beach Nourishment
Project in summer 2021 with CSA Ocean Sciences, Inc. for Time and Material not to exceed
$169,959.21 under Contract No. 17-7188 and make a finding that this item promotes tourism.
Mr. Miller presented the above referenced Executive Summary noting the work is conducted
annually in accordance with the permits issued to the County.
Ms. Becker moved to recommend the Board of County Commissioners approve the proposal by
CSA Ocean Sciences, Inc. to continue the required post-construction hardbottom monitoring for
the Collier County Beach Nourishment Project in summer 2021 with CSA Ocean Sciences, Inc.
for Time and Material not to exceed $169,959.21 under Contract No. 17-7188 and finds the item
promotes tourism. Second by Ms. Kerns. Carried unanimously 9 – 0.
D. Recommendation to approve a proposal with APTIM Environmental & Infrastructure, Inc. to
provide professional engineering services for Doctors and Wiggins Passes Emergency
Dredging under Contract No. 18-7432-CZ for time and material not to exceed $114,188.48,
authorize the necessary budget amendment and make a finding that this item promotes
tourism.
4.B.1.a
Packet Pg. 7 Attachment: April 26 minutes (15850 : April 26, 2021 TDC Meeting Minutes)
April 26, 2021
4
Mr. Miller presented the above referenced Executive Summary noting:
• Navigation in the areas is beginning to be compromised during low tide events and the
County wants to obtain the necessary designs and permits to conduct emergency dredging in
the event either of the areas becomes obstructed.
• The sand excavated at Wiggins Pass is placed on the uplands of the Delnor-Wiggins State
Park beach and the material from Doctors Pass is placed on the nearshore in the area of the
Lowdermilk Park beach.
Mr. McCabe moved to recommend the Board of County Commissioners approve a proposal with
APTIM Environmental & Infrastructure, Inc. to provide professional engineering services for
Doctors and Wiggins Passes Emergency Dredging under Contract No. 18-7432-CZ for time and
material not to exceed $114,188.48, authorize the necessary budget amendment and finds the item
promotes tourism. Second by Ms. Kerns. Carried unanimously 9 – 0.
E. Recommendation to recommend approval to award Invitation to Bid No. 21-7867 “Dune
Vegetation Restoration Project – Grant Funded” to Cardon, Inc. in the amount of $106,472.00
(Project No. 195-50154) and make a finding that this expenditure promotes tourism.
Mr. Miller presented the above referenced Executive Summary.
Ms. Becker moved to recommend the Board of County Commissioners award Invitation to Bid
No. 21-7867 “Dune Vegetation Restoration Project – Grant Funded” to Cardno, Inc. in the
amount of $106,472.00 (Project No. 195-50154) and finds the expenditure promotes tourism.
Second by Ms. Brock. Carried unanimously 9 – 0.
F. Recommendation to recommend approval to award an agreement to Coastal Protection
Engineering, LLC for Request for Professional Services (“RPS”) No. 21-7828, “Design,
Engineering and Permitting Services for Beach Re-Nourishment Projects” in the amount of
$524,595.50 (Project No. 90066, 90068 & 50126) and make a finding that these expenditures
promote tourism.
Mr. Miller presented the above referenced Executive Summary noting the proposed expenditure is a
companion item to the beach renourishment project previously recommended for approval by the
Council.
Ms. Becker moved to recommend the Board of County Commissioners award an agreement to
Coastal Protection Engineering, LLC for Request for Professional Services (“RPS”) No. 21-7828,
“Design, Engineering and Permitting Services for Beach Re-Nourishment Projects” in the
amount of $524,595.50 (Project No. 90066, 90068 & 50126) and finds the expenditures promotes
tourism. Second by Ms. Cox. Carried unanimously 9 – 0.
8. Old Business
None
9. 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
4.B.1.a
Packet Pg. 8 Attachment: April 26 minutes (15850 : April 26, 2021 TDC Meeting Minutes)
April 26, 2021
5
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
“Collier County Tourism Research – March 2021”
Ms. Wittine outlined the improving conditions in the industry and the following was noted during
Council discussions:
• Employment continues to be an issue with many businesses experiencing hardships in filling
positions due to the lack of individuals seeking jobs in the area marketplace - The Council
requested Staff or partners provide any data available on job openings unable to be filled by
employers.
• The survey data is garnered from those occupying commercial lodging and individuals
staying with friends or relatives are not included in the process.
• The Council requested future reporting incorporate references between 2019 statistics and
current data for comparison purposes.
B. Paradise Advertising – Cyndy Murrieta/Lisa Chamberlain
“Group Sales Update – April 26, 2021”
C. Lou Hammond Group – Christopher Nelson
“Public Relations Update – TDC Meeting - Services Conducted in March 2021”
D. Collier County Tourist Tax Collections – Jack Wert
“Tourist Tax Collections”
E. Miles Partners – Website Activity – Kate Bradshaw
“Paradisecoast.com Monthly Report”
F. Digital & Social Media - Jack Wert
G. County Museums – Amanda Townsend/Buzzy Ford
“Collier County Museums”
10. Tourism Staff Reports
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
11. Detailed Staff Reports
A. Detailed Staff Reports
Submitted
12. Council Member Discussion
Ms. Kerns recognized Robert Miller, past TDC Member who recently passed away.
4.B.1.a
Packet Pg. 9 Attachment: April 26 minutes (15850 : April 26, 2021 TDC Meeting Minutes)
April 26, 2021
6
Ms. Brock noted the Everglades Society for Historical Preservation recently acquired the Bank of
Everglades building.
13. Next Scheduled Meeting Date/Location – May 24, 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 11:23 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: April 26 minutes (15850 : April 26, 2021 TDC Meeting Minutes)
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 5.A
Item Summary: Sea Turtle Protection Program - Parks & Rec
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/11/2021 11:13 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/11/2021 11:13 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/11/2021 11:14 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/11/2021 11:22 AM
Tourism Jack Wert Director Completed 05/11/2021 11:23 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 8:58 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 9:47 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
5.A
Packet Pg. 11
Collier County Sea Turtle
Protection Program
Collier County Parks and
Recreation Division
2021
5.A.1
Packet Pg. 12 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
5.A.1
Packet Pg. 13 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Annual Emergence 2004-2020
5.A.1
Packet Pg. 14 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
0
100
200
300
400
500
600
700
800
900
1000
1100
1200
1300
1400
199419951996199719981999200020012002200320042005200620072008200920102011201220132014201520162017201820192020NestsYear
Historic Nests and False Crawls
Nests False Crawls Linear (Nests)
5.A.1
Packet Pg. 15 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Nest
Evaluation
2015 2016 2017 2018 2019 2020
Total Nests 881 1,144 927 986 998 912
Lost Nests 67 236 238 30 20 48
Total Eggs 68,311 79,465 65,202 80,561 91,635 78,030
Emerged Hatchlings 42,690 50,508 43,863 63,067 72,007 57,150
Hatchlings Alive in
Nest 841 809 503 537 521 812
Hatchlings Dead in
Nest 1,747 1,652 1,157 439 1,048 703
Undeveloped Eggs 9,532 8,345 6,512 9,199 10,616 11,393
Dead Embryos 8,520 9,280 4,737 3,764 4,779 5,423
Predated Eggs 3,839 8,324 7,841 3,110 1,982 2,250
Pipped Live Eggs 51 45 36 44 43 49
Pipped Dead Eggs 1,091 637 553 401 650 340
Total Hatch Success 66.3%67%69.8%79.5%79.6%72.9%
Total Hatchling
Emergence Success 62.5%64%67.3%78.3%77.6%71.7%
5.A.1
Packet Pg. 16 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
7 7
4.6 4.6
2.7
0.4
4
3
0.4
1.9
2.7
8
1.5
5
3.9
5
1.9 1.8
3.8
1.3 1.2 1.9
3.1
3.3 3.9
0
1
2
3
4
5
6
7
8
9
96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20
% Disoriented Nests Per Year
YearPercent 5.A.1
Packet Pg. 17 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Strandings 1997-2020
5.A.1
Packet Pg. 18 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Annual mail-out
•Sent to hotels,
condominium's,
timeshares,
homeowners
associations and
beachfront residents
annually prior to
Easter …..the City of
Naples and Marco
Island send similar
mail-outs
5.A.1
Packet Pg. 19 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Daily sign in allows
hotels and
concessions to set up
chairs which are
removed by 9:30 pm
5.A.1
Packet Pg. 20 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Residents
and Visitors
2020-6,822
2019-5,997
2018-4,500
2017-4,915
2016-6,296
2015-5,504
2014-5,298
2013-4,729
2012-4,412
2011-3,933
2010-3,786
5.A.1
Packet Pg. 21 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Loggerhead Day Nester
5.A.1
Packet Pg. 22 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Green sea turtle trapped
in beach furniture
5.A.1
Packet Pg. 23 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Loggerhead and Green Sea
Turtle Hatchlings
5.A.1
Packet Pg. 24 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
Thank You
5.A.1
Packet Pg. 25 Attachment: TDC 2021 brief overview (15849 : Sea Turtle Protection Program - Parks & Rec)
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 5.B
Item Summary: Friends of the Fakahatchee Kiosk project
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/18/2021 8:07 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/18/2021 8:07 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/18/2021 8:09 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/18/2021 8:14 AM
Tourism Jack Wert Director Completed 05/18/2021 8:30 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 9:08 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 9:35 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
5.B
Packet Pg. 26
Wa y finding signage at the
Fa ka hatchee Strand
Preserve State Pa rk
Friends of Fakahatchee
/ Florida State Pa rks
Generously supported by
Naples, Marco Island, Everglades
Convention and Visitors Bureau
May,2021
5.B.1
Packet Pg. 27 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
Wa y finding signage and
insta llation
Ø Generous grant support from The
Naples, Marco Island, Everglades
To urism Bureau funded the
purchase of informational Kiosks
placed at key trail head locations
within the Park.
Ø The Friends of Fakahatchee paid for
the installation to the standards
required by Collier County codes.
Ø The Kiosk’s informational panels are
printed on two sides, so if fading
occurs over time the panels can be
reversed.
5.B.1
Packet Pg. 28 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
Signage Insta llation at
We st Main Tra m
5.B.1
Packet Pg. 29 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
Signage Insta llation at
Ea st River Paddle Tra il
5.B.1
Packet Pg. 30 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
Wa y Finding Locations
West Main Tram
Jones Grade Lakes
East River Paddle Trail
East Main Tram
5.B.1
Packet Pg. 31 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
Wa y Finding Locations
New Map Version
Jones Grade Lakes
East Main Tram
West Main Tram
East River
Paddle Trail
Way finding Kiosk
5.B.1
Packet Pg. 32 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 33 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 34 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 35 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 36 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 37 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 38 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 39 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 40 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
Ea st Main Tra m -
Gateway to the Fakahatchee
Hilton
5.B.1
Packet Pg. 41 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 42 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
“Fakahatc hee Hilton”
In business since 1957
5.B.1
Packet Pg. 43 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 44 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
5.B.1
Packet Pg. 45 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
FA KAHATC HEE FAC TS
Ø At approximately 80,000 acres, the Fakahatchee Strand Preserve State Park is Florida’s largest State Park.
Ø The Fakahatchee is the largest Strand Swamp in the world with three different climate zones; temperate, sub tropical and tropical.
Ø Plus, it boasts the largest population of native Royal Palms in the US, has 48 native species of Orchids, 14 species of Bromeliads and many varieties of Fern.
Ø Along with Black bears , Panthers and the rare Everglades Mink
Ø Among the orchids is the famous Ghost Orchid that was featured in Susan Orleans book, The Orchid Thief and later in the movie Adaptation.
Ø The Park is open to all Visitors and differs from the River of Grass in the Eastern Everglades. The Fakahatchee is considered the We stern Everglades with its sloughs and strand swamp.
Ø Visitors at the East River launch site will now know what route to expect on the water and where they will travel while canoeing or kayaking.
Ø The West Main Tra m Kiosk, at gate seven, displays the hiking trails and what flowers may be possible to view in each season.
Ø East Main Kiosk located at gate 12 explains the Jewels of the Swamp and the history of the Historic Fakahatchee “Hilton” .
Ø The Kiosk placed at Jones Grade “borrow lakes” site , corner of I-75 and SR 29, will promote families to utilize the site for fishing.
Ø All of this will encourage more people to visit the Fakahatchee, stay longer and visit the local businesses around the Park and in Everglades City
5.B.1
Packet Pg. 46 Attachment: Wayfinding Kiosks May 2021 (15951 : Friends of the Fakahatchee Kiosk project)
05/24/2021
EXECUTIVE SUMMARY
Recommendation to approve a proposal with APTIM Environmental & Infrastructure, LLC to
provide professional engineering services for 2022-2023 Local Government Funding Request
under Contract No.18-7432-CZ for time and material not to exceed $22,532.00 and make a
finding that this item promotes tourism.
OBJECTIVE: To move forward with preparation of the 2022-2023 Local Government Funding
Request (LGFR) for Collier County’s shore protection projects.
CONSIDERATIONS: APTIM Environmental & Infrastructure, LLC will assist the County with
Preparation of the 2022-2023 LGFR for Collier County’s shore protection projects; South Marco
Island and Collier County Beach Renourishment projects, and the County’s inlet projects: Wiggins
Pass and Doctors Pass. All the elements of the projects as they apply to Rule 62B-36 and the LGFR
application and guidance documents will be evaluated to increase Florida Department of Environmental
Protection (FDEP) ranking and cost-sharing opportunities where practical. Additionally, APTIM will
update the application response to account for the modification of the LGFR based on the latest rating
guidelines and rules and current project cost information. Once APTIM has completed a draft of the
LGFR application, they will provide it to Collier County for review and comment prior to submittal to
FDEP.
FDEP will review the application and may request additional information (RAI). APTIM will respond
to FDEP’s RAI and provide additional information to the FDEP on behalf of Collier County as needed.
FDEP then reviews the applications in detail and provides initial project rankings and initial project
assessments. Collier County will then have the opportunity to respond to the initial project assessment.
APTIM will then perform a review of the initial project assessment on behalf of Collier County and, if
warranted, provide the County with a draft letter to the FDEP identifying the area within the
application that may provide additional points to the County.
FISCAL IMPACT: Funding for the proposed work order, in the amount of $22,532.00, is available in
the Tourist Development Tax Fund (195), Project No. 90065, FDEP LGFR Analysis. Funding for this
work order will not be requested for reimbursement from any grantor agency.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related
to this action.
ADVISORY BOARD RECOMMENDATIONS: This item was approved by the Coastal Advisory
Committee on May 13, 2021(8-0 vote). The Tourist Development Council will review on May 24, 2021.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires
majority vote for approval. - CMG
RECOMMENDATION: To approve a Proposal with APTIM Environmental & Infrastructure, LLC
to provide professional engineering services for 2022-2023 Local Government Funding Request under
Contract No.18-7432-CZ for time and material not to exceed $22,532.00 and make a finding that this
item promotes tourism.
7.A
Packet Pg. 47
05/24/2021
Prepared By: Andrew Miller, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees
and Program Management Division
ATTACHMENT(S)
1. VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (PDF)
7.A
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05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.A
Doc ID: 15785
Item Summary: Recommendation to approve a proposal with APTIM Environmental &
Infrastructure, Inc.; to provide professional engineering services for 2022-2023 Local Government
Funding Request under Contract No.18-7432-CZ for time and material not to exceed $22,532.00 and
make a finding that this item promotes tourism.
Meeting Date: 05/24/2021
Prepared by:
Title: – Capital Project Planning, Impact Fees, and Program Management
Name: Jessica Arencibia
05/04/2021 4:06 PM
Submitted by:
Title: Division Director - IF, CPP & PM – County Manager's Office
Name: Amy Patterson
05/04/2021 4:06 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/06/2021 8:50 AM
Tourism Jack Wert Director Completed 05/06/2021 8:51 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 11:54 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 2:38 PM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
7.A
Packet Pg. 49
APTIM
6401 Congress Avenue, Suite 140
Boca Raton, FL 33487
Tel: +1 561 391 8102
www.aptim.com
March 30, 2021
Andy Miller
Collier County Coastal Zone Management
2685 S. Horseshoe Drive
Naples, FL 34104
Re: 2022-2023 Local Government Funding Request (LGFR) Preparation
Dear Andy:
This letter is in response to Collier County’s (County) request for a proposal for Aptim Environmental &
Infrastructure, LLC (APTIM) to support the County with submittal of the 2022-2023 Local Government
Funding Requests (LGFR). APTIM will assist the County with preparation of the 2022-2023 LGFR for
Collier County’s: South Marco Island Beach Renourishment Project, North County Beach Renourishment
program including Doctors Pass, and the County’s inlet project at Wiggins Pass.
Included as Exhibits are; the Scope of Work (Exhibit A), Estimated Fee Proposal (Exhibit B), and the
Rates Schedule (Exhibit C). APTIM proposes to provide these services on a time and materials basis
not-to-exceed $22,532.00 under the terms and conditions of the existing Contract No. 18-7432-CZ dated
March 10, 2020 and as amended May 7, 2020. Barring any unforeseen circumstances, all work will be
completed within 180 days of receiving the Notice to Proceed.
Sincerely,
Nicole S. Sharp, P.E.
Coastal Restoration & Modeling Program Manager
Aptim Environmental & Infrastructure, LLC
________________________________
Client Authorized Signature
________________________________
Name
________________________________
Title
cc: Steve Keehn, P.E., APTIM
Erica E. Carr-Betts, APTIM
7.A.1
Packet Pg. 50 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
Exhibit A
Scope of Work
7.A.1
Packet Pg. 51 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
2022-2023 Local Government Funding Requests (LGFR)
Collier County, Florida
Scope of Work
Introduction
In order to distribute state funds for shore protection and inlet management projects, the Florida
Department of Environmental Protection (FDEP) requests that local sponsors submit an annual Local
Government Funding Request (LGFR) for their projects. This scope of work details the tasks required to
assist the County with preparing and submitting the 2022-2023 LGFRs to the FDEP, and responding to
both the FDEP’s Application Review and Project Assessment for Collier County’s South Marco and North
County Beach Renourishment projects, and inlet maintenance projects at Doctors Pass, and Wiggins
Pass. Once a draft of the LGFR applications have been completed, a copy will be provided to Collier
County for review and comment prior to submittal to the FDEP.
Following application submission, the FDEP will review the applications in detail and provide initial project
rankings and initial project assessments. APTIM will perform a review of the initial project assessment on
behalf of Collier County and, if warranted, provide the County with a draft letter to the FDEP identifying
the areas within the applications that may provide additional points to the County.
1. South Marco Beach LGFR Application
APTIM will assist the County with preparation of the 2022-2023 LGFR for Collier County’s South Marco
Island Renourishment Project. Building upon past LGFR applications, APTIM will update the application
response to account for updates to the project. All the elements of the projects as they apply to the 62B-
36 Rule and the LGFR application and guidance document will be evaluated in order to optimize FDEP
ranking and cost sharing opportunities where practical. Additionally, maps will be updated and the
FDEP’s application response will be reviewed and, if required, a response to the draft assessment will
be completed.
2. North County Beaches & Doctors Pass LGFR Application
APTIM will assist the County with preparation of the 2022-2023 LGFR for Collier County’s North County
beaches (Vanderbilt, Park Shore, and Naples Beach) and Doctors Pass projects. Building upon past
LGFR applications, APTIM will update the application response to account for current project status and
cost information. All the elements of the projects as they apply to the 62B-36 Rule and the LGFR
application and guidance document will be evaluated in order to optimize FDEP ranking and cost sharing
opportunities where practical. Additionally, maps will be updated and the FDEP’s application response
will be reviewed and, if required, a response to the draft assessment will be completed.
3. Wiggins Pass LGFR Application
APTIM will assist the County with preparation of the 2022-2023 LGFR for Collier County’s Wiggins Pass
inlet maintenance project. All the elements of the project as they apply to the 62B-36 Rule, LGFR
application, and guidance document will be evaluated in order to increase FDEP ranking and cost sharing
opportunities where practical. Additionally, maps will be updated and the FDEP’s application response
will be reviewed and, if required, a response to the draft assessment will be completed.
7.A.1
Packet Pg. 52 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
Exhibit B
Estimated Fee Proposal
7.A.1
Packet Pg. 53 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
ESTIMATED FEE PROPOSAL FOR
2022-2023 LOCAL GOVERNMENT FUNDING REQUEST (LGFR) PREPARATION
COLLIER COUNTY, Contract No. 18-7432-CZ
March 28, 2021
PREPARED BY:
Aptim Environmental & Infrastructure, LLC
7.A.1
Packet Pg. 54 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
(Hours)(Hours)(Hours)(Hours)(Hours)
1 South Marco Beach LGFR Application $6,528.00 4 23 10 12 2
2 North County Beaches & Doctors Pass LGFR Application $9,476.00 10 30 13 16 2
3 Wiggins Pass LGFR Application $6,528.00 4 23 10 12 2
Total Hours = 18 76 33 40 6
Rate = $203 $130 $120 $115 $73
Cost = $3,654 $9,880 $3,960 $4,600 $438
TOTAL $22,532.00
ESTIMATED FEE PROPOSAL FOR
2022-2023 LOCAL GOVERNMENT FUNDING REQUEST (LGFR) PREPARATION
COLLIER COUNTY, Contract No. 18-7432-CZ
March 28, 2021
Task Item Cost
Senior Project
Manager Engineer Planner GIS Specialist Clerical/
Administrative
\\cpefs01\apps\Marketing\_Proposals\Florida Counties\Collier\2021\631020532 FY22-23_LGFR\Exhibit A - Collier LGFR 2022-23 - Cost.xlsx
7.A.1
Packet Pg. 55 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local
Exhibit C
Rate Schedule
7.A.1
Packet Pg. 56 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
DocuSign Envelope ID: 80B82885-B471-4CCC-BC63-021FDAD6CE8B
7.A.1
Packet Pg. 57 Attachment: VIII 1. Collier LGFR 2022-23 - Proposal Letter and Scope (15785 : 2022-2023 Local Government Funding Request APTIM)
05/24/2021
EXECUTIVE SUMMARY
OBJECTIVE: Review and make recommendations to the Board of County Commissioners for Tourist
Development Tax Marketing and Non-County Museum Grant applicants for FY 22.
CONSIDERATIONS: Tourism Grant Applications were made available on our County Tourism
website in February and were due April 30, 2021. In accordance with the Grant Guidelines, the
applications were reviewed by Tourism Division staff to verify they met the Grant Guidelines and then by
the County Attorney’s Office for legal sufficiency. Based on these reviews, Tourism staff has made
suggestions below on the funding level for each applicant.
Marketing Grants (formerly Category B)
Artis-Naples
This application funding request is for $50,000 to promote the 2021 Naples International Film Festival
(NIFF) in October. This organization received grant funding in 2020 ($50,000), 2019 - $50,000; 2018 -
$25,000; 2017 - $25,000. Funding will be used to promote the festival through digital and social media
outlets in addition to advertising in film industry publications. The organization projects 2,206 overnight
visitors, 1,013 room nights and TDT revenue of $7,156. Staff recommends up to $50,000 for out of area
advertising and promotion for the Film Festival in 2021.
Gulfshore Opera
This application funding request is for $15,000 to promote the 2021-2022 lineup of productions and
concerts in numerous venues throughout Collier County. The organization received funding in 2021-
$15,000, 2020- $15,000, 2019 - $15,000, 2018 - $20,000 and is requesting funding of $15,000 for FY 22
for advertising assistance to attract out of area attendees to its concert lineup via social media, website,
print and a radio and television media campaign. The organization projects 1200 overnight visitors, 600
room nights and TDT revenue of $23,891. Staff recommends funding for FY 22 up to $15,000 for out of
area promotion of the 2021 - 2022 opera season productions and concerts.
Marco Island Historical Society
This application funding request is for $75,000 to promote the Key Marco Artifacts Exhibit. This record
setting exhibit is on an extended loan from the Smithsonian Museum in Washington DC to the Marco
Island Historical Museum and from the University of Pennsylvania for another year. The Historical
Society has received grant funding in 2018-2019 -$75,000 and in 2008-2009 for the Museum Opening
event. The applicant is projecting during the entire year 15,580 overnight visitors, 15,580 room nights (1
night per visitor) and $242,501 in Tourist Tax Revenue. Staff is recommending FY 22 funding to
promote this exhibition of up to $75,000.
Non-County Owned/Operated Museums (formerly Category C-2)
Artis-Naples
This application funding request is for $100,000 for exhibit acquisition and promotional expend itures for
an exhibition of Baseball Heroes: Jay Baker Collection at the Baker Museum that will run from October
16, 2021 thru May 15, 2022. The organization has had past grants using Category C-2 funds in 2020-
$50,000, 2019 - $250,000; 2018 - $200,000, 2017 - $175,000, 2016 - $150,000, 2012 - $25,000, 2009 -
$20,000. The organization projects 5,928 overnight visitors, 2964 room nights and TDT revenue of
$33,383 over the course of the exhibit. The expenditures requested meet the grant guidelines but with
projected TDT down dramatically, staff is recommending funding for FY 22 of up to $100,000.
7.B
Packet Pg. 58
05/24/2021
Naples Botanical Garden (1)
This funding request is for $100,000 for exhibit rental and promotional expenditures for the popular
holiday exhibit, “Nightlights in the Garden” that will run from November 26, 2021 to January 2, 2021.
The organization has received past grants in 2020- $50,000, 2019 - $150,000; 2018 - $150,000, 2017 -
$150,000, 2016 - $150,000, 2011 - $63,000, 2010 - $75,000, 2009 - $150,000. The organization projects
21,600 overnight visitors, 54,000 room nights and TDT revenue of $460,900 for the duration of the event.
The expenditures requested meet the grant guidelines and staff recommends funding for FY 22 up to
$100,000.
Naples Botanical Garden (2)
This funding request is for $100,000 for exhibit rental and promotional expenditures for an exhibit
entitled, Stickwork by Patrick Dougherty” that due to the size of each exhibit will run from November
2021-November 2023 to allow many more visitors to enjoy it. The organization has received past grants
in 2020- $50,000, 2019 - $150,000; 2018 - $150,000, 2017 - $150,000, 2016 - $150,000, 2011 - $63,000,
2010 - $75,000, 2009 - $150,000. The organization projects 105,750 overnight visitors, 264,375 room
nights and TDT revenue of $2,275,855 for the duration of the event. The expenditures requested meet the
grant guidelines and, staff recommends funding for FY 22 of up to $100,000.
Golisano Children’s Museum of Naples
C’mon is applying for a $328,150 grant to acquire and promote traveling exhibits to the museum in FY 22
between October 2021 and September 2022. Exhibit options include, “Pigeon Comes to Naples!”;
Teenage Mutant Ninja Turtles: Secrets of the Sewer”; “Thomas & Friends: Explore the Rails”; “Namaste
India from Bollywood to the Taj Mahal”. with additional exhibit offerings available depending upon
availability. C’mon has received grants in 2020- $50,000; 2019 - $326,100; 2018 - $206,400, 2017 -
$150,000, 2016 - $111,176; 2014 - $100,000; 2010 - $100,000; 2009 - $75,000; 2008 - $150,000. The
organization projects 12,298 overnight visitors, 7,233 room nights and TDT revenue of $111,907.25. The
expenditures requested meet the grant guidelines, but with projected TDT still down staff is
recommending funding for FY 22 up to $100,000.
Naples Zoo
This application for grant funding is for $242,366 for exhibit rental and promotional expenses for a
traveling exhibit entitled, “BrickLive - SUPERSIZED” that will run from November 20, 2021 - April 17,
2022. This organization has received grants in 2020- $50,000; 2019 - $170,421; 2018 - $165,921, 2017 -
$129,073, 2009 - $40,000 and 2008 - $121,000. The organization projects 141,512 overnight visitors,
11,711 room nights and TDT revenue of $373,266 over the course of the exhibit. The expenditure
requested meet the grant guidelines, but with projected TDT down in 2022, staff recommends funding for
out of area promotional costs and exhibit fees for FY 22 of up to $100,000.
Holocaust Museum
This application for grant funding is for $30,000 for an exhibition entitled “A look at life in Two
Concentration Camps” during WW II. Part 1 of the exhibition is the literary work of two teen boys in the
Terezin Concentration Camp During WWII. Part 2 is Letter from Westerbork Transit Camp during the
Nazi occupation of Holland. The applicant has had past grants in 2019 -20 $50,000; 2015-16 $40,000;
2014-15- $50,000; 2013-14 $20,000; 2012-13 $32,500. The organization projects 500 overnight visitors,
1,500 hotel room nights and $11,945 in Tourist Tax Revenue from the two part exhibit. The expenditures
meet the grand guidelines, and staff recommends funding for FY 22 of up to $30,000.
FISCAL IMPACT: Funding for the marketing grants in the amount of $140,000 and for the Non-
County Museums of $530,000 is included in the proposed FY 22 Tourism Division’s budget.
7.B
Packet Pg. 59
05/24/2021
LEGAL CONSIDERATION: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: For the Tourist Development Council to review Tourist Development Tax
Grant Applications and provide recommendations for FY 22 Marketing Grants (formerly Category B)
($140,000) and Non-County Owned/Operated Museums (formerly Category C-2) ($530,000) and make a
finding that these expenditures promote tourism.
Prepared by: Jack Wert, Tourism Director
ATTACHMENT(S)
1. Cat. B Grant Guidelines (PDF)
2. Cat. C-2 Grant Guidelines (PDF)
3. FY 22Grant Apps Recap- Rev (XLSX)
4. COUNTY ATTORNEY REVIEW of FY 22 Applications (DOCX)
5. FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (PDF)
6. FY 21-22 Cat B Grant Application Gulfshore Opera (PDF)
7. FY 21-22 Cat. B Grant Application MIHS (PDF)
8. FY 21-22 Cat. C-2 Grant Application Artis-Naples Baseball Heroes (PDF)
9. FY 21-22 Cat. C-2 Grant Application NBG - Nightlights (PDF)
10. FY 21-22 Cat. C-2 Grant Application NBG - Stickwork (PDF)
11. FY 21-22 Cat C-2 Grant Application CMON (PDF)
12. FY 21-22 Cat. C-2 Grant Application Naples Zoo (PDF)
13. FY 21-22 Cat. C-2 Grant Application Holocaust Museum and Education Center (PDF)
7.B
Packet Pg. 60
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.B
Doc ID: 15932
Item Summary: Recommendation to review Tourist Development Tax Grant Applications and
provide recommendations for FY 22 Marketing Grants (formerly Category B) ($140,000) and Non-
County Owned/Operated Museums (formerly Category C-2) ($530,000) and make a finding that these
expenditures promote tourism.
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/17/2021 12:18 PM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/17/2021 12:18 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/17/2021 12:18 PM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/17/2021 2:03 PM
Tourism Jack Wert Director Completed 05/17/2021 2:07 PM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 9:14 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 9:42 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
7.B
Packet Pg. 61
2
ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
Category “B” Tourist Tax Grant funding is available for the following types of uses.
1. Advertising and promotional campaigns supporting events or marketing projects in media such as
broadcast, web and regional print and distribution and must be placed in media that runs outside Collier
County. Out of County distribution of promotional materials is encouraged to promote overnight visitor
stays in Collier County paid lodging.
2. Printing and distribution of promotional pieces, creative design, printing, copying, ad placement cost
and distribution of direct mail.
3. Web site development or enhancement to promote the event with links to the CVB website to increase
participation, attendance and awareness of the event and to generate hotel room nights and spending
throughout the County.
NON-ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
1. Prize money, scholarships, awards, plaques, or certificates.
2. Staff or contest judges travel.
3. Projects restricted to private or exclusive participation.
4. Private entertainment, food, and beverages and lodging.
5. Legal, medical, engineering, accounting, auditing, or feasibility study expenses or fees.
6. Salaries or supplements to salaries for existing or future staff, or employment of personnel
directly or indirectly related to the project or event.
7. Tangible personal property including but not limited to office furnishings or equipment,
permanent collections, or individual pieces of art.
8. Interest or reduction of deficits and loans.
9. Expenses incurred or obligated prior to or after the project period.
10. Advertising and promotional materials distributed after the event.
11. Payments for services or goods purchased for previous or other events.
12. Capital or infrastructure projects.
13. Payment for expenses that occur or are delivered prior to or after the effective date of the
agreement with the grantee.
14. Advance deposits on any expenditure.
7.B.1
Packet Pg. 62 Attachment: Cat. B Grant Guidelines (15932 : Tourist Development Tax Grant Applications)
3
MARKETING GRANT CATEGORIES/GUIDELINES
Priority for grant funding will be given to events held or marketing run during our destination’s shoulder
and slow season (May- November). Events must have the ability to attract overnight visitors to Collier
County.
I Major Events: Staged in the County that will attract large numbers of overnight visitors from outside
the County. Examples are multiple-day art, food and entertainment festivals.
II First Time Events: These include newly created events, or ones that have little history.
Subsequent year funding will be determined by results of the first or subsequent year room night
production resulting from the event.
III Arts & Cultural Events: Two or more-day events that can bring significant number of out of
area visitors to Collier County using the same guidelines as events listed above.
IV Marketing Assistance: Organizations located in Collier County that request marketing
assistance for projects highlighting more than one tourism business that further the mission of the
TDC and the CVB and do not meet the guidelines for a Category C-2 Museum grant. Examples
would be production of brochures, maps, documentaries, special package promotions and facility
marketing programs.
7.B.1
Packet Pg. 63 Attachment: Cat. B Grant Guidelines (15932 : Tourist Development Tax Grant Applications)
2
ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
The following are examples of how Tourist Development Funds may be used by non-County owned and
operated museums to promote tourism to Collier County.
1. Advertising and promotional expenses in conjunction with an activity or event or promotion to
increase the number of overnight visitors to Collier County. Examples are: printing and distribution
of promotional pieces prior to the event or exhibit including creative design, printing, copying, ad
placement cost and distribution of direct mail, email and social media.
2. Creating or enhancing an existing site promoting the event or exhibit linked to the CVB’s website
to increase participation, attendance and awareness of the event and
to generate hotel room nights and spending throughout the County.
3. Acquisition and/or promotional costs for a major traveling exhibit to create new reasons to visit the
museum or extend a visitor’s stays and spending in Collier County.
NON-ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
1. Prize money, scholarships, awards, plaques, or certificates.
2. Projects restricted to private or exclusive participation.
3. Private entertainment, food, and beverages and lodging.
4. Legal, medical, engineering, accounting, auditing, or feasibility study fees.
5. Salaries or supplements to salaries for existing or future staff, or employment of personnel directly or
indirectly related to the project or event.
6. Tangible personal property including but not limited to office furnishings or equipment, permanent
collections, or individual pieces of art.
7. Interest or reduction of deficits and loans.
8. Expenses incurred or obligated prior to or after the project period.
9. Advertising and promotional materials distributed at the museum after the event.
10. Payments for services or goods purchased for previous or other events.
11. Capital or infrastructure projects.
12. Payment for expenses that occur or are delivered prior to or after the effective date of the
agreement with the grantee.
7.B.2
Packet Pg. 64 Attachment: Cat. C-2 Grant Guidelines (15932 : Tourist Development Tax Grant Applications)
1
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A B C D
FY 22 GRANT APPLICATIONS
APPLICANT PURPOSE AMOUNT REQUESTED AMOUNT RECOMMENDED
MUSEUM GRANTS
Holocaust Museum Two Concentration Camps $30,000 $30,000
Botanical Garden Night Lights $100,000 $100,000
Stickwork $100,000 $100,000
Naples Zoo Bricklive Supersized Creatures $199,465 $100,000
C'Mon 5 Traveling Exhibits $328,150 $100,000
Artis Naples Baseball Heros- Baker Museum $100,000 $100,000
Museum Grants Total $857,615 $530,000
MARKETING GRANTS
Gulfshore Opera FY 21-22 Performances- Marketing Cat B $15,000 $15,000
Artis Naples Film Festival- Marketing Cat B $50,000 $50,000
MIHS Key Marco Artifact Exhibit Continuation $75,000 $75,000
Marketing Grant Totals $140,000 $140,000
7.B.3
Packet Pg. 65 Attachment: FY 22Grant Apps Recap- Rev (15932 : Tourist Development Tax Grant Applications)
COUNTY ATTORNEY REVIEW- TDC GRANT APPLICATIONS FOR FY 22
From: GreeneColleen <Colleen.Greene@colliercountyfl.gov>
Sent: Wednesday, May 12, 2021 2:09 PM
To: GreenKelly <Kelly.Green@colliercountyfl.gov>
Cc: WertJack <Jack.Wert@colliercountyfl.gov>; AlthouseTammy <Tammy.Althouse@colliercountyfl.gov>
Subject: (RLS) FY 21-22 TDC Grant Applications
Hi Kelly,
I have reviewed all Agreements and find the proposed uses to be consistent with the grant
guidelines.
Two considerations:
Children’s Museum of Naples (CMON) – Staff should confirm that the educational materials
to be distributed at the exhibit are educational and not promotional. Staff is not recommending
approval of the full amount of funds requested so perhaps these materials will be funded from a
source other than the TDT, and then there is no issue.
Gulfshore Opera – Did not provide required back-up information on what media will be used to
promote the performances. County staff should request and receive the back-up prior to
presenting to the TDC. Confirm that the print media identified is out of market.
Please feel free to call me if you wish to discuss.
Thank you!
Colleen M. Greene
Managing Assistant County Attorney
Phone: 239/252-8490
7.B.4
Packet Pg. 66 Attachment: COUNTY ATTORNEY REVIEW of FY 22 Applications (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 67 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 68 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 69 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 70 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 71 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 72 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
7.B.5
Packet Pg. 73 Attachment: FY 21-22 Cat. B Grant Application Artis-Naples Film Festival (15932 : Tourist Development Tax Grant Applications)
1
APPLICATION FOR GRANT FUNDING
GENERAL INSTRUCTIONS
1. Please submit your completed application in digital format (no zip files) via email to Kelly Green,
Tourist Tax Coordinator at Kelly.Green@colliercountyfl.gov or in printed format to the Tourism
Office, 2660 N. Horseshoe Drive, Suite 105 Naples, FL 34104, attention: Kelly Green.
2. Complete each item of each applicable section. If a question does not apply to your organization, please
insert (N/A). Contact Kelly Green at 239-252-2384 or Kelly.Green@colliercountyfl.gov with any
questions.
3. Be sure to have your Chief Official and Secretary or their designee sign the application on the last page.
4. One copy of each of the following items is required and attached to original application:
(X) Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
(X) Authority to apply for these tourism tax funds.
(X) IRS Determination Letter of non-profit status
(X) Form 990 (except government entities)
(X) Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant period.
Name of Grant Preparer: (Please Print): Michelle Eddleman McCormick
Signature of Grant Preparer: Michelle Eddleman McCormick Date: 04/30/2021
7.B.6
Packet Pg. 74 Attachment: FY 21-22 Cat B Grant Application Gulfshore Opera (15932 : Tourist Development Tax Grant Applications)
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COLLIER COUNTY GOVERNMENT TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “B” MARKETING OR EVENT GRANTS FY 21-22
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full. (1) LEGAL NAME OF ORGANIZATION Gulfshore Opera, Inc._________________________
(2) NAME OF PROJECT OR EVENT: Opera Productions and Concerts in Collier County 2021-22
(3) Contact Person’s Name: Steffanie Pearce
Phone #: (239) 592-3925 Cell Phone #(239) 784-2994
E-mail Address: Steffanie@gulfshoreopera.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET: 3281 Golden Gate Blvd W.
CITY: Naples ST: FL ZIP__________
PHONE: (239) 592-3925 FAX: __________________________
WEBSITE: gulfshoreopera.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Steffanie Pearce
TITLE: General and Artistic Director
Phone #: (239) 592-3925 Cell Phone #(239) 784-2994
E-mail Address: Steffanie@gulfshoreopera.org
(6) ORGANIZATIONAL STRUCTURE: ( x ) NON-PROFIT ( ) GOVERNMENT AGENCY (
) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $15,000
(8) PROJECT TYPE (Check all that apply)
(x) PROMOTIONAL MATERIALS (Brochures, flyers, website)
(x) MARKETING PROGRAM (Advertising, Public Relations, Digital or Social Media)
( ) OTHER (Describe)____________________________________________________
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(9) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with less funding? (X) YES ( ) NO (10). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Gulfshore Opera is a professional regional opera company offering full-scale opera productions, social engagement
events and community concert each year. To elevate the artistic landscape of Collier County, nationally recognized
artists are contracted through top New York Artists management firms. Gulfshore Opera brings world class artists to
Collier County, elevating the local arts culture which increases the desirability of Collier as a destination for tourism
for both domestic and international travelers. Delivering a wide range of repertoire, Gulfshore Opera’s concert
programs are quite diverse and have broad audience appeal.
Gulfshore Opera is currently in the process of finalizing the schedule for the 2021/2022 Season and has already
locked in several venues and dates. The list, including those in process of finalizing includes the
following events.
LIST OF EVENTS FOR COLLIER COUNTY
Art Songs, Naples (TBD) | October 2021
Art Songs, Marco Island for the Arts, Marco Island | October 2021
GO Divas Concert, Opera at Fresco, Mercato | November 30, 2021
Holiday Taste of Opera, Club at the Strand | December 2, 2021
Holiday Pops Concert with Harmony Choir, Salvation Army Chapel | December 2021
Variety Concert, Naples (TBD) | January 2022
Taste of Opera at Hideaway Beach Club, Marco Island | February 8, 2022
Songs of Love Concert, Innovation Hotel, Naples | February 2022
The Bat’s Revenge, Naples (TBD) | February 2022
Style and Song Luncheon, Grey Oaks Country Club, Naples | March 3, 2022
Gulfshore Opera Gala, Naples (TBD) | March 13, 2022
Opera Concert, Artis-Naples, Naples | January 2022
Spring Concert and Dinner, Club at Pelican Bay, Naples | May 15, 2022
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Packet Pg. 76 Attachment: FY 21-22 Cat B Grant Application Gulfshore Opera (15932 : Tourist Development Tax Grant Applications)
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Performance Indicator 2021/22 Objectives Measurement Tool
Out-of-town attendance
To demonstrate more than 30%
of attendees from outside
Collier County
Track ticket sales information by city and
zipcode using excel sheet reports.
Website traffic, click through rate, and eNews open rate
Increase website visits and
eblast clicks by 10% Google Analytics, Jetpack analytics, mailchimp
Brochure/rack rate distribution
Will print and distribute 2000
rack cards and brochures to 10
hotels in Collier County.
Manuel count of rack cards at designated hotels
once a month during season.
Visitor satisfaction levels
Send post- event surveys to 3
events in Collier County via
email, to identify strengths and
weaknesses of venue and
production.
Recording and analysis provided for Customer
Satisfaction/event surveys through Survey
Monkey.
# of hotel packages sold
Will sell one hotel package with
one performance – total of 3
packages confirmed bookings
Social media engagement
Increase number of likes and
followers on Facebook,
Instagram and Linked In by
10%. likes, comments, shares/overall impressions
Social media engagement
Post Facebook ads and boost 6
event posts for performances in
Collier County during season. Number of ads and boots and engagements
# of dinner packages sold Total of 300 packages sold Confirmed packages sold
Target Lee and Charlotte County attendees through print Print Season Announcement in
2 magazines and 2 newspapers
outside of Collier County.
Utilize outlets with coverage in
adjoining counties. 10 paid ads
for Collier Events in outside
papers.
Number of ads placed
Target Lee and Charlotte County attendees through radio
and TV media channels.
WGCU and WAVV 100: 15 -
30 second spot radio ads – 30,
WGCU, device ID targeting
spots through Florida Weekly
and magazine digital
advertising.
Reports analysis from various media sources,
survey comments
Direct Mail 2,500 print mailings including
to nearby counties and out of
state patrons
Number of pieces mailed
(11). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council?
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( X) YES ( ) NO. If “Yes”, specify the year (s), the project name, the amount of the grant awarded
and the number of visitors and hotel room nights generated by the grant activity.
YEAR: 2020/2021 PROJECT/EVENT NAME: Gulfshore Opera Collier County Event Marketing
PREVIOUS GRANT AMOUNT $15,000 – current grant cycle active
YEAR: 2019/2020 PROJECT/EVENT NAME: Gulfshore Opera Collier County Event Marketing
PREVIOUS GRANT AMOUNT $15,000 – See attached final report
YEAR: 2018/2019 PROJECT/EVENT NAME: Gulfshore Opera Collier County Event Marketing
PREVIOUS GRANT AMOUNT $20,000. See attached final report
*Gulfshore Opera is in the current grant cycle for 2020/21 and the final report is due in Oct. 2021.
# VISITORS ATTRACTED: 3,156 # HOTEL ROOM NIGHTS GENERATED: 50 estimated, not
sold by Gulfshore Opera Please add additional year grant details below using the format above.
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will assist the tourism staff to
evaluate your prior experience. (12). OTHER FUNDING SOURCES: List the sources and amounts of confirmed other funds and
planned revenue sources to support the amount of the grant. Tourist Tax grant funds cannot be the
sole source of funding.
Event Revenue $ 363,202
Contributions $ 164,000
Grants (not tourist tax) $ 52,000
TOTAL OTHER FUNDS: $ 579,202
(13) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website at http://www.colliergov.net/index.aspx?page=847.
Projected # of Overnight Visitors 1,200 Hotel Room Nights 600 estimated, not directly sold
Tourist Tax Revenue $23,891 Direct Visitor Spending $453,000
Economic Impact: $674,970
INCOME SOURCES:
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TOURIST DEVELOPMENT TAX GRANT REQUEST $15,000
TOTAL ADDITIONAL FUNDING SOURCES (From #12 previous page) $579,202
OTHER INCOME SOURCES
TOTAL INCOME - ALL SOURCES $594,202
PROJECT EXPENSES:
Intended Uses of Tourist Tax Grant Funds:
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total
amount you plan to spend for each category or promotion. Use additional sheets if necessary.
Printed Items $2,500
Website Improvements & Updates $1,000
Print Media $4,500
Social media boosts, ads $1,000
Radio $2,000
Digital marketing $4,000
Total Tourist Tax Grant Expenses Planned: $15,000
Other Project Expenses not using Tourist tax grant funds:
Marketing Coordinator $15,000
Design services $9,000
Website and social media services $5,000
Printed Items $11,000
Print Media $13,000
Website updates $2,700
Social media boosts, ads $1,000
Radio and television $3,000
Mailing expenses $1,100
Digital marketing $2,000
Other marketing expenses $3,320
TOTAL OTHER MARKETING $66,120
TOTAL TDC GRANT $15,000
Total Other Project Expenses: $513,082
TOTAL PROJECT EXPENSES $594,202
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Design of creative materials
Season Brochure, Digital/print 24 x 36 (2) and 18 x24 posters (2), digital/print 8.5 x 11 (3) and 5x8 flyers (2), rack
cards (1), postcards (6), ads (41), eblasts, surveys,
Printing/Production
24x36 mounted posters (2), 18 x24 posters (2), rack cards (3000), 8.5x11 flyers (500), 5x8 cardstock cards (1000),
postcards for mailing (1,200), and Season brochure (3000)
Ad placement (media buy)
Opera America 1⁄2 page ads (2), Gulfshore Life - 1/2 page ads (x2), Happenings - 1/2 page (x6), Spotlight Magazine
1/4-1/2 page (x3), Florida Weekly 1/4 -1/2 page in all 3 counties (16 total), Naples Daily News 1/2 page (x3), Bonita
Banner 1/2 page (x4), Marco Eagle 1/2 page (x2), Coastal Breeze ½ page (x2), Naples Illustrated 1/2 page ad,
Ebella ½ Page ad (1), Ft. Myers News Press 1/2 page, Island Sun 1/2 page (x2), River Weekly 1/2 page (x2), SWFL
Visitor guide, SWFL INC (1) Gulfshore Life Visitor Guide (x1), Harborstyle Magaazine ½ page (1)
Digital Package: Device id targeting: Florida Weekly (3 campaigns); Digital ads – Gulfshore Life, ebella, Naples
Daily News, News Press, Santiva Chronicle and Island Sun digital packages
Web development
Update website for 8 events with new info, graphics, photos, and videos.
Social media tactics
E-blasts (14), 6 facebook boosts, 5 ads with Instagram, Facebook ongoing promotion, post youtube (edited) -6
Radio
WAVV 101.1 radio (1 month -18 spots), WGCU radio spots for Gala and formal productions
Other
Mail service/ postage for 1500 season event postcards and Gala postcards
7.B.6
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APPLICATION FOR FUNDS
GENERAL INSTRUCTIONS
1. Please submit your completed application in digital format (no zip files) via email to Kelly Green,
at Kelly.Green@colliercountyfl.gov or in printed format to the Tourism Office, 2660 N. Horseshoe
Drive, Suite 105 Naples, FL 34104, attention: Kelly Green.
2. Complete each item of each applicable section. If a question does not apply to your organization,
insert (N/A). Please contact Kelly Green at 239-252-2384 or Kelly.Green@colliercountyfl.gov
with any questions.
3. Be sure to have your Chief Official, Secretary or their designee sign the application on the last
page.
4. One copy of each of the following items is required and attached in a separate .pdf document to
the email containing the application form. If any item does not apply, insert (N/A).
() Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
() Form 990 (except government entities)
() Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant funding period.
Name of Grant Preparer: (Please Print) Trisha Griffin
Signature of Grant Preparer ______________________ Date 4/29/2021
7.B.9
Packet Pg. 104 Attachment: FY 21-22 Cat. C-2 Grant Application NBG - Nightlights (15932 : Tourist Development Tax Grant Applications)
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COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 21-22
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION Naples Botanical Garden, Inc.
(2) NAME OF PROJECT Night Lights in the Garden
(3) MUSEUM INFORMATION:
Contact Person’s Name: Andrea Nickrent
Phone #: 239-315-7298 Cell Phone#: 314-795-1814
E-mail Address: anickrent@naplesgarden.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET 4820 Bayshore Drive
CITY Naples ST FL ZIP 34112
PHONE: 239-643-7275 FAX: 239-649-7306
Website: www.naplesgarden.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Donna McGinnis
TITLE: President & CEO Address if different from above:
_____same _____________________
PHONE: 239-325-1938 FAX: 239-649-7306
E-Mail: dmcginnis@naplesgarden.org
(6) ORGANIZATIONAL STRUCTURE: ( x ) NON-PROFIT ( ) GOVERNMENT AGENCY
( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $ 100,000
(8) ADDITIONAL FUNDING AMOUNT: $ 1,247,000
7.B.9
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(9) PROJECT TYPE (Check all that apply)
() PROMOTIONAL MATERIALS (Brochures, flyers, website)
(x) MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
(x) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
() OTHER (Describe)____________________________________________________
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? (x) YES () NO
(11). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Naples Botanical Garden (the Garden) seeks funding for our professionally produced annual lighting
exhibition, Night Lights in the Garden, which will run continuously for 35 nights from November 26,
2021 to January 2, 2022 (excluding Christmas Eve/Day and New Year’s Eve). The exhibit is held on site
throughout the majority of our 80 acres of display gardens. For the 13th consecutive season, we will
deliver this lighting event celebrating winter in the tropics featuring spectacularly lit displays highlighting
our world-class botanical collection, a 12-foot towering bromeliad tree perfect for photo backgrounds,
and live entertainment. This production aligns with VISIT FLORIDA’s purpose and mission to “brighten
the lives of all and to enrich the quality of life in our communities.”
Founded in 1993, the Garden is an independent 501(c)(3) organization operating a beautiful 170-acre site
that showcases conservation practices and includes natural habitats for wildlife. The Garden is staffed by
143 full, part-time, and seasonal employees and supported by more than 400 volunteers. In 2017 the
Garden was devastated by Hurricane Irma. The Garden rebuilt with renewed emphasis on climate
resilience, natural water management, conservation, and determination to make the Garden a Garden for
All 1– where barriers of income and language do not prevent the public from enjoying and learning at the
Garden. In recognition of its efforts, the Garden has received many awards, including:
• 2018 Award for Museum Excellence (Florida Association of Museums)
• 2017 Award for Garden Excellence (American Public Gardens Association)
• 2015 LEED gold certificate for the Eleanor and Nicholas Chabraja Visitor Center
The Garden’s mission is dedicated to Conserve & Discover and Engage & Inspire by developing and
conserving collections and habitats representative of the flora and cultures of the tropics. And to engage
and inspire everyone to care for the plants around them and become stewards of the environment. The
purpose of the Garden is to preserve and promote the living collections of Florida native plant species, as
well as plants from around the world.
1 Garden for All is a membership access program offering free annual memberships to those who qualify. The Garden’s Community Appreciation
program, an extension of Garden for All, has provided free admission to over 12,000 essential workers since inception in July 2020, upon
reopening after closing to the public in March due to COVID-19.
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The Garden creates and delivers in-person and virtual programming in the arts, culture, youth and adult
education, conservation, and wellness to the local community and abroad by welcoming 235,000 people
annually with:
• 45% from out of state
• 13% from Florida (out of Collier County)
• 42% from Collier County
Despite being closed for nearly four months last year - 181,758 people visited the Garden in 2020. Due to
the closure of the Garden upon the onset of the pandemic in March, the Garden transitioned its focus to
programming that presented inspiring experiences, engaging exhibits, and cultural opportunities through
virtual programs and self-guided activities. These objectives were accomplished by adapting and
developing offerings to prioritize our commitment to innovation and excellence in education. These
programs continue and will be a regular part of our curriculum, even when group activities and tours are
resumed. Some examples include:
• Self-guided Activity Packets – nature-based informal family program for children offered in
Spanish and English to all visitors (included with admission)
• Digital Access - a YouTube channel with educational activities for children and adults and a
landing page on our website with resources and teaching material
• Audio Tours - cell phone guided interactive experiences throughout the Garden and for all
exhibits (available for free to all guests)
Furthermore, the Garden has implemented measures such as plexiglass ticketing windows and intercoms,
hand sanitizer stations, and touchless pay options. These actions help to ensure an environment for
everyone to enjoy their outdoor experience safely.
Night Lights in the Garden, a beloved annual tradition during the holiday season, is in keeping with the
Garden’s mission to engage and inspire everyone, as exhibitions selected for display allow our visitors to
gain a deeper understanding of the plants and physical environment we provide. Featuring plants aglow
with brilliant color, the Garden is converted into a family-friendly tropical winter wonderland as it
becomes a great place to celebrate the holidays and cooler evenings. The festive event highlights our
living collections in a way that makes the plants the focus. Every color choice throughout Night Lights is
intentional. Upon entering the Garden there is a breathtaking palette of sunset colors that mimic the
transition from day to night in our corner of the world. In the Scott Florida Garden, for instance, there are
concentrations of yellow and purple, a nod to our native flowers such as tickseed, the state wildflower;
Florida paintbrush; beautyberry; partridge pea; Stokes’ aster; verbena; St. John’s wort; salvia; and
goldenrod. Even the touches of blue hint of nearby waters. Following the Garden’s pathways along the
fringes of Lake Tupke, there are Caribbean colors that reflect the fruits of the tropics. The Garden
transforms in a way that inspires people to engage with plants so that they can rediscover the natural
beauty of flora from the tropics and subtropics as the colorful lights illuminate the Garden.
The celebratory atmosphere of this exclusive event, the only one of its kind in Collier County, provides
something for everyone. Visitors can soak up the spirit of the season with family, friends, and loved ones
as they sample specialty menu items from the Garden’s own Fogg Café and sip on a signature cocktail
only available during Night Lights. An annual tradition for many families in the local community, as well
as our guests from near and far, the Garden sparkles with thousands of lights disbursed throughout. With
live music every evening, visitors can hum along as they stroll through the Garden, marveling at the
beauty of our illuminated plants, trees, and individual garden features. As an added bonus this year, the
interactive STICKWORK exhibit, by world-renowned environmental artist Patrick Dougherty, will make
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for an especially unique display in the Kapnick Caribbean Garden when it is lit as part of the Night Lights
experience. Guests will be able to interact with the larger-than-life creation in the evening, experiencing
the sculpture in a whole new light.
At Night Lights, visitors enjoy an evening experience in the Garden like no other. Not only are there
thousands of lights, but also music, signature cocktails, and delicious light-fare options. This event has
become a “must-do” in Naples during the holiday season attracting an audience who might not otherwise
visit the Garden and drawing tourists from all over the world. Last year alone, 48% of the guests who
attended Night Lights were from out of Collier County. This is an event that will continue to reinforce the
Tourist Development Council’s efforts to rebuild tourism demand as we emerge from the impact of
COVID-19. It also aligns with VISIT FLORIDA marketing strategies to target Floridians to take in-state
vacations, to attract domestic (and international when restrictions are lifted) travel, and to drive bookings.
Night Lights has grown in popularity since inception in 2009 with just 801 visitors! The number of tickets
sold for Night Lights in 2020 was 40,367 with 28 sold-out nights. Due to the pandemic, the Garden
lowered maximum capacity from 1,850 to 1,200 each evening to ensure the event was safe for everyone.
Due to high demand, we will increase capacity this year to up to 1,600 on weekends and after December
17th when we will stay open an hour later to accommodate more guests while continuing to offer a safer
environment. This year, Night Lights event ticket prices will increase, remaining accessible starting at $15
for members and $30 for non-members, and special pricing for children starting at $7 for members and
$14 for non-members, with children under three admitted for free.
The Garden will implement a robust marketing plan to publicize Night Lights. In support of Goal 2 and
Goal 4 of the Tourist Development Council’s strategic plan, we will promote to residents as well as
regional, national, and international visitors. Night Lights will be heavily marketed and promoted with a
campaign that will kick-off in the Garden’s fall magazine. Aggressive marketing for Night Lights will
consist of print, television, radio, email, digital, and onsite promotion that will reach potential guests from
outside of Collier County.
1. Print promotions will be included the Garden’s Cultivate Magazine which is available on our
website and mailed to our 14,000+ member households, donors, and friends (20,000+ issues
printed three times a year). The magazine goes to recipients in 47 states, the District of Columbia,
Puerto Rico, and the U.S. Virgin Islands, as well as nine Canadian provinces.
2. Print promotions will also be featured in media distributions such as the Naples Daily News
(60,000 issues circulated) and American Way by American Airlines on all flights inbound to
Miami International Airport.
3. A large portion of our advertising budget is dedicated to an extensive digital media campaign
inclusive of social media marketing, digital retargeting, search engine optimization, and banner
ads. These efforts expand our reach to likely visitors from outside of the region. We engage a
national, marketing communications consulting firm, Standing Partnership, to manage this robust
campaign, making it easier to reach residents and tourists in other areas. Our digital campaigns
for programming last year generated over 10 million digital media impressions and our click
through rate on Google Ads was 15.58% compared to the 4.68% average for the travel/hospitality
industry.
4. The Garden’s website, naplesgarden.org, reached 301,854 unique visitors last year; and over
57,000 households received our monthly email newsletter.
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5. Social media proves to be largely successful with Facebook exceeding 26,000 followers, more
than 17,000 followers on our Instagram page, and our Twitter feed with nearly 7,000 followers.
The location of the Garden in East Naples offers opportunities for those with transportation barriers as the
Collier Area Transit’s route provides access with a stop within steps of our entrance. The Garden also
offers maps, signage, and family programming in Spanish providing an inclusive atmosphere for our
diverse community. Access is further extended with our Garden for All free membership program for
those who qualify, and our Community Appreciation program stemmed from the pandemic to thank
essential workers.
The proposed Night Lights evening event supports the Collier County Arts & Culture Strategic Plan to
promote Collier County as an arts and culture destination. Similarly, it supports the Tourist Development
Council’s mission and vision to promote distinctive world class vacation experiences resulting in positive
economic growth and to be a desirable year-round tourist destination. According to the Council’s
Strategic Plan 2019 survey, “…a vibrant arts and culture industry helps local businesses thrive.” Grant
funding for Night Lights in the Garden from the Tourist Development Council will enable the Garden to
provide this unique outdoor experience to thousands of families who continue to make Night Lights a
holiday tradition returning year after year to be immersed in the wonders of nature. The success of Night
Lights also affords vital funding to support our mission areas of conservation, education, and horticulture.
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(12). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? (x) YES () NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded and the number of
visitors and hotel room nights generated by the grant activity.
• YEAR 2020 (COVID-19) PROJECT NAME Steve Tobin: Nature Underground
PREVIOUS GRANT AMOUNT $ 100,000
Final Report not yet submitted – exhibit ends September 6, 2021
• YEAR 2020 (COVID-19) PROJECT NAME Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 40,367 # ROOM NIGHTS GENERATED 19,376
• YEAR 2019 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 52,925 # ROOM NIGHTS GENERATED 17,995
• YEAR 2018 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 37,540 # ROOM NIGHTS GENERATED 11,262
• YEAR 2017 PROJECT NAME Dinosaurs in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 125,459 # ROOM NIGHTS GENERATED 31,365
• YEAR 2016 PROJECT NAME Origami in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 160,000 # ROOM NIGHTS GENERATED 40,000
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will enable the TDC staff to
evaluate your prior experience.
(13). OTHER FUNDING SOURCES (From # 9 above): List the sources and amounts of other funds and
planned revenue sources to support the amount of the grant.
Admissions $ 1,016,000
Memberships $ 80,000
Sponsorships $ 55,000
In-kind $ 96,000
TOTAL MATCH/OTHER FUNDS: $ 1,247,000
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(14) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors 21,600 Room Nights 54,000
Tourist Tax Revenue $460,900 Visitor Spending $ 4,719,060
Economic Impact: $ 8,739,000
(15) What is the current or anticipated annual visitation to your museum? 235,000
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $ 100,000
TOTAL ADDITIONAL FUNDING SOURCES (From previous page) $ 1,247,000
OTHER INCOME SOURCES $ ___0____
TOTAL INCOME - ALL SOURCES $ 1,347,000
PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on pages 2 and 3. Provide an itemized summary
indicating the intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible,
including planned cities where advertising or promotional materials will be placed. Indicate the
total amount you plan to spend for each category or promotion. Use additional sheets if necessary.
Exhibition Fee $ 50,000
Marketing $ 50,000
Total Tourist Tax Funds Used: $ 100,000
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Other Project Expenses not using Tourist tax grant funds:
Entertainment $ 28,000
Equipment $ 5,000
Exhibit fee balance $ 126,300
Holiday plant displays $ 15,000
Marketing balance $ 65,000
Signage / collateral $ 1,000
Staffing $ 260,907
Supplies $ 10,000
Total Other Project Expenses: $ 511,207
TOTAL PROJECT EXPENSES $ 611,207
Profit (Loss) $ 735,793
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CERTIFICATION
I have reviewed this Application for Tourist Tax Grant Funds for FY 2021-2022. I am in full
agreement with the information contained herein and have the authority to request this funding on
behalf of the organization. To the best of my knowledge, the information contained in this
Application and its attachments is accurate and complete.
Chief Officer (or designee):
_____________________________ Signature
Donna McGinnis, President & CEO Printed Name and Title
April 29, 2021 Date
______________________
Secretary (or designee):
_____________________________ Signature
Andrea Nickrent, Vice President, Development and Marketing Printed Name and Title
April 29, 2021 Date
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Collier County Tourist Development Council
Final Status Report (Due by October 15, 2021)
Event Name: Night Lights in the Garden
Report Date: March 8, 2021
Organization: Naples Botanical Garden
Contact Person: Trisha Griffin, Development Manager
Address: 4820 Bayshore Drive, Naples, FL 34112
Phone: 239.325.1931 Fax: 239.649.7306
1. Was this a first-time project? If not, how many times has this event taken place?
This was our 12th consecutive season producing Night Lights in the Garden.
2. What hotels/motels were utilized to support the project and how many?
The Garden has maintained relationships with at least 16 local hotels including: Hyatt House
Naples, Naples Beach Hotel and Golf Club, LaPlaya Beach & Golf Resort, The Ritz-Carlton
Naples, Inn at Pelican Bay, Cove Inn, SpringHill Suites by Marriott Naples, Inn on 5th, The
Vanderbilt Beach Resort, Hilton Naples, Naples Grande Beach Resort, Naples Bay Resort,
Bellasera Resort, Lemon Tree Inn, Staybridge Suites Naples-Marco Island (at Lely Resort),
and the Holiday Inn Express and Suites Naples Downtown. These relationships were more
important than ever for both the Garden and these partners as we navigated the pandemic to
maximize visitation.
3. What is the total direct economic impact and revenue generated from this event?
The Direct Economic Impact of Night Lights had on Collier County:
• # of overnight visitors = 19,376
• # of room nights generated = 48,440
• Tourist tax revenue = $413,445
• Visitor spending = $4,233,176
• Economic impact = $7,839,215
The Garden’s revenue generated during the event period = $821,913.
4. Total expenses. (Have all vendors been paid?)
The $196,700 in project expenses requested in our application have been paid in full.
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5. List the vendors that have been paid.
• Naples Daily News
• Standing Partnership
• Tech-Tronics Productions, Inc.
6. What is the number of participants that visited the project?
A total of 40,367 tickets were sold for Night Lights in the Garden.
7. What is the percentage of the total participants from out of Collier County?
Of the tickets sold to Night Lights, 48% were from out of Collier County.
8. What problems occurred if any during the project event?
No major problems occurred during Night Lights. In fact, despite taking place during a
global pandemic, the Garden created a safe atmosphere for the safety of our staff and guests.
Even though the event was held outdoors, we required all participants to wear face masks,
except while actively eating or drinking. Although there were some complaints, any
pushback was quickly resolved.
Periodically, a small section of lights stopped functioning due to moisture at the connection
point. Our team had a plan in place to address those issues immediately and they were
repaired on-site in a swift, collaborative effort.
9. List any out-of-county- advertising, marketing, and/or public relations that was used to
support the project and attach samples.
• Naples Daily News and News-Press: Digital marketing on naplesnews.com and news-
press.com respectively as well as print in the Daily News.
• Standing Partnership: National digital marketing campaign – Facebook, Instagram,
Google and Bing (paid search), and display digital ads.
During the timeframe of the Night Lights campaign, the Garden website reached 108,027
unique visitors and 49,537 households received our email newsletter. The Garden’s social
media outreach initiative had a growing number of followers:
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• Facebook 27,996
• Instagram 16,379
• Twitter 6,725.
10. How could the project have been improved or expanded?
• This year, the Garden extended some evenings until 10 p.m., which was very
successful. We will look at more “extended evening” nights for next year, which will
require an increase in staffing.
• Other possible ways to improve or expand the event include:
o increased food and beverage offerings
o offering a VIP ticket option
o partner with a rideshare company
o add more piped in music in specific locations
o add additional lighted signage, including a map of the event
o a modified lighting scheme to keep each year different with new features and
‘wow’ moments.
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APPLICATION FOR FUNDS
GENERAL INSTRUCTIONS
1.Please submit your completed application in digital format (no zip files) via email to Kelly Green,
at Kelly.Green@colliercountyfl.gov or in printed format to the Tourism Office, 2660 N. Horseshoe
Drive, Suite 105 Naples, FL 34104, attention: Kelly Green.
2.Complete each item of each applicable section. If a question does not apply to your organization,
insert (N/A). Please contact Kelly Green at 239-252-2384 or Kelly.Green@colliercountyfl.gov
with any questions.
3.Be sure to have your Chief Official, Secretary or their designee sign the application on the last
page.
4.One copy of each of the following items is required and attached in a separate .pdf document to
the email containing the application form. If any item does not apply, insert (N/A).
() Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
() Form 990 (except government entities)
() Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant funding period.
Name of Grant Preparer: (Please Print) Trisha Griffin
Signature of Grant Preparer ______________________ Date 4/29/2021
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COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 21-22
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION Naples Botanical Garden, Inc.
(2) NAME OF PROJECT STICKWORK
(3) MUSEUM INFORMATION:
Contact Person’s Name: Andrea Nickrent
Phone #: 239-315-7298 Cell Phone#: 314-795-1814
E-mail Address: anickrent@naplesgarden.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET 4820 Bayshore Drive
CITY Naples ST FL ZIP 34112
PHONE: 239-643-7275 FAX: 239-649-7306
Website: www.naplesgarden.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Donna McGinnis
TITLE: President & CEO Address if different from above:
_____same _____________________
PHONE: 239-325-1938 FAX: 239-649-7306
E-Mail: dmcginnis@naplesgarden.org
(6) ORGANIZATIONAL STRUCTURE: ( x ) NON-PROFIT ( ) GOVERNMENT AGENCY
( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $ 100,000
(8) ADDITIONAL FUNDING AMOUNT: $ 2,610,136
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(9) PROJECT TYPE (Check all that apply)
() PROMOTIONAL MATERIALS (Brochures, flyers, website)
(X) MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
(X) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
() OTHER (Describe)____________________________________________________
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? (x) YES () NO
(11). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Naples Botanical Garden (the Garden) seeks funding for the exhibition STICKWORK by Patrick
Dougherty, which will be on display from November 2021 to November 20231. The exhibit will feature
the artist’s signature piece – a unique, site-specific installation created out of 75,000 pounds of willow
sticks. Included with admission, the sculpture will be on view in the Garden for nearly two years and thus
it will be incorporated into our existing programming and audio tours. The timeframe for the display of
the sculpture, and the fact that the Garden has seen record attendance this April (with expectations the
trend will continue), aligns with Goal 2 of the Tourist Development Council’s strategic plan to “promote
culture experiences, giving special attention to shoulder season and summer months.”
Founded in 1993, the Garden is an independent 501(c)(3) organization operating a beautiful 170-acre site
that showcases conservation practices and includes natural habitats for wildlife. The Garden is staffed by
143 full, part-time, and seasonal employees and supported by more than 400 volunteers. In 2017 the
Garden was devastated by Hurricane Irma. The Garden rebuilt with renewed emphasis on climate
resilience, natural water management, conservation, and determination to make the Garden a Garden for
All 2– where barriers of income and language do not prevent the public from enjoying and learning at the
Garden. In recognition of its efforts, the Garden has received many awards, including:
• 2018 Award for Museum Excellence (Florida Association of Museums)
• 2017 Award for Garden Excellence (American Public Gardens Association)
• 2015 LEED gold certificate for the Eleanor and Nicholas Chabraja Visitor Center
The Garden’s mission is dedicated to Conserve & Discover and Engage & Inspire by developing and
conserving collections and habitats representative of the flora and cultures of the tropics. And to engage
and inspire everyone to care for the plants around them and become stewards of the environment. The
purpose of the Garden is to preserve and promote the living collections of Florida native plant species, as
well as plants from around the world.
1 STICKWORK is a semi-permanent, outdoor, installation which typically lasts in good condition for two years. The lifespan is unpredictable due
to the use of natural materials and it will be at the Garden’s discretion when to remove the sculpture.
2 Garden for All is a membership access program offering free annual memberships to those who qualify. The Garden’s Community Appreciation
program, an extension of Garden for All, has provided free admission to over 12,000 essential workers since inception in July 2020, upon
reopening after closing to the public in March due to COVID-19.
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The Garden creates and delivers in-person and virtual programming in the arts, culture, youth and adult
education, conservation, and wellness to the local community and abroad by welcoming 235,000 people
annually with:
• 45% from out of state
• 13% from Florida (out of Collier County)
• 42% from Collier County
Despite being closed for nearly four months last year - 181,758 people visited the Garden in 2020. Due to
the closure of the Garden upon the onset of the pandemic in March, the Garden transitioned its focus to
programming that presented inspiring experiences, engaging exhibits, and cultural opportunities through
virtual programs and self-guided activities. These objectives were accomplished by adapting and
developing offerings to prioritize our commitment to innovation and excellence in education. These
programs continue and will be a regular part of our curriculum, even when group activities and tours are
resumed. Some examples include:
• Self-guided Activity Packets – nature-based informal family program for children offered in
Spanish and English to all visitors that (included with admission)
• Digital Access - a YouTube channel with educational activities for children and adults and a
landing page on our website with resources and teaching material
• Audio Tours - cell phone guided interactive experiences throughout the Garden and for all
exhibits (available for free to all guests)
Furthermore, the Garden has implemented measures such as plexiglass ticketing windows and intercoms,
hand sanitizer stations, and touchless pay options. These actions help to ensure an environment for
everyone to enjoy their outdoor experience safely.
STICKWORK, the signature sculpture of environmental artist, Patrick Dougherty, is in keeping with the
Garden’s mission to engage and inspire everyone, as exhibitions selected for display allow visitors to gain
a deeper understanding of the plants and physical environment we provide. Dougherty has created site-
specific, interactive community art installations all over the world. They are instantly recognizable by
their organic, twisting forms made of sticks and whimsical silhouettes.
Dougherty was born in Oklahoma in 1945 and raised in North Carolina. He earned a B.A. in English from
the University of North Carolina and an M.A. in Hospital and Health Administration from the University
of Iowa. Later, he returned to the University of North Carolina to study art history and sculpture.
Combining his carpentry skills with his love of nature, Dougherty learned about primitive techniques of
building and experimented with tree saplings as construction material. In 1982 his first work, Maple Body
Wrap, was included in the North Carolina Biennial Artists’ Exhibition, sponsored by the North Carolina
Museum of Art. In the following year, he had his first one-person show entitled, Waitin’ It Out in Maple
at the Southeastern Center for Contemporary Art in Winston-Salem, North Carolina.
The work of Dougherty quickly evolved from single pieces on conventional pedestals to monumental
scale environmental works, which required saplings by the truckloads. Over the past 30 years, he has built
over 300 of these works and become internationally acclaimed. Dougherty has received numerous
awards, including the 2011 Factor Prize for Southern Art, North Carolina Artist Fellowship Award,
Pollock-Krasner Foundation Grant, Henry Moore Foundation Fellowship, Japan-US Creative Arts
Fellowship, and National Endowment for the Arts Fellowship. Princeton Architectural Press published a
major book about his work in 2009.
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These unique works of art are integrated into the landscape, and have been described as unexpected and
wild, yet elegant. STICKWORK connects people to nature. Its simple concept encourages interactivity and
participation from all age groups and is especially inviting to children, who immediately understand that it
is a work of art to enter, play in, and explore. “Free play outdoors that promotes connecting with nature is
especially supportive of childhood health, stress relief, and, according to some studies, may also inform
future decisions and attitudes about the environment as adults.”3
Dougherty, his son Sam, and a team of local volunteers will create a unique, site-specific installation in
the Kapnick Caribbean Garden over the course of three weeks in November 2021. Dougherty visited
Naples in December 2020 and spent time in the Garden, observing both the plant collection, as well as the
surrounding environments. Following the visit, he made a series of word associations with the site and
developed a group of jottings and doodles to dramatize the ideas as visual notes. These impressions will
be further developed during the early days of construction when the exact nature of the material, skill of
the volunteers, and other factors become known. Approximately 75,000 pounds of willow will be shipped
to the Garden in the days before the project’s start. Large, medium, and small sticks will be sorted on-site
making sure that Dougherty has just the right materials for his piece. Working with staff and volunteers,
what begins as a series of pre-determined holes in the ground, will start to take shape in the form of an
interactive structure for exhibition.
Each day of assembly eight volunteers will work four-hour shifts for a total of 17 days and 544 hours -
making this a true community project. Dougherty will also require a member of the Garden’s Horticulture
Team be present to assist on the scaffolding and provide help for an additional 136 hours. A unique
feature of the display will be the opportunity for visitors to view the sculpture being built as it takes
shape. They will also be able to interact with the artist and volunteers and ask questions. Once the piece is
completed, Dougherty will give the work a title related to its shape, location, or the feeling it evokes. The
Garden plans to light the sculpture for evening events such as Night Lights in the Garden (November-
January) and Sunset Wednesdays (February-April).
This one-of-a-kind exhibition presents the opportunity to explore the topic Intertwined, this year’s Garden
theme inspired by the sculpture. During our 2021-22 season, programming, exhibitions, tours, and
publications will examine this topic through the mutual relationships that exist in nature, the essential
bond between people and their environment, and the vitality that results from honoring those ties. Other
themes include nature play, environmental & community art, biomimicry, nature’s influence on
architectural design, and teamwork. Research has shown that when an individual feels connected to
nature, they may be more inclined to care about and protect the environment4. Self-guided Garden map
components, online virtual presentations, as well as sculpture interpretation and signage will further
enhance the visitor experience.
To supplement the Garden’s STICKWORK exhibit, we will host a supplemental traveling indoor
exhibition, The Art of Stickwork, from October 1, 2021 to January 9, 2022 in Kapnick Hall exploring
Dougherty’s process and past work. Seventeen photographs and two original sketches will be
accompanied by:
• digital media
• interpretive material
• time-lapse video of the Garden’s sculpture creation
• overview of the material used
• biographical information on Dougherty
3 Robert Grease, Director of The University of Michigan Matthaei Botanical Gardens and Nicholas Arboretum.
4 In P.W. Schmuck & W.P. Schultz (Eds.), Psychology of sustainable development. (pp. 62-78).
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This additional exhibit will be an opportunity to build excitement for the site-specific work of art being
created at the Garden, to help set the context for the Garden’s original sculpture, and to share with visitors
more about the process of what it takes to produce such a display.
The Garden will implement a robust marketing plan to publicize STICKWORK. In support of Goal 2 and
Goal 4 of the Tourist Development Council’s strategic plan, we will promote to residents as well as
regional, national, and international visitors. Marketing will consist of print, television, radio, email,
digital, and onsite promotion that will reach potential guests from outside of Collier County.
1. Print promotions will be included the Garden’s Cultivate Magazine which is available on our
website and mailed to our 14,000+ member households, donors, and friends (20,000+ issues
printed three times a year). The magazine goes to recipients in 47 states, the District of Columbia,
Puerto Rico, and the U.S. Virgin Islands, as well as nine Canadian provinces.
2. Print promotions will also be featured in media distributions such as the Naples Daily News
(60,000 issues circulated) and American Way by American Airlines on all flights inbound to
Miami International Airport.
3. A large portion of our advertising budget is dedicated to an extensive digital media campaign
inclusive of social media marketing, digital retargeting, search engine optimization, and banner
ads. These efforts expand our reach to likely visitors from outside of the region. We engage a
national, marketing communications consulting firm, Standing Partnership, to manage this robust
campaign, making it easier to reach residents and tourists in other areas. Our digital campaigns
for programming last year generated over 10 million digital media impressions and our click
through rate on Google Ads was 15.58% compared to the 4.68% average for the travel/hospitality
industry.
4. The Garden’s website, naplesgarden.org, reached 301,854 unique visitors last year; and over
57,000 households received our monthly email newsletter.
5. Social media proves to be largely successful with Facebook exceeding 26,000 followers, more
than 17,000 followers on our Instagram page, and our Twitter feed with nearly 7,000 followers.
The location of the Garden in East Naples offers opportunities for those with transportation barriers as the
Collier Area Transit’s route provides access with a stop within steps of our entrance. The Garden also
offers maps, signage, and family programming in Spanish providing an inclusive atmosphere for our
diverse community. Access is further extended with our Garden for All free membership program for
those who qualify, and our Community Appreciation program stemmed from the pandemic to thank
essential workers.
The proposed STICKWORK exhibition supports the Collier County Arts & Culture Strategic Plan to
promote Collier County as an arts and culture destination. Similarly, it supports the Tourist Development
Council’s mission and vision to promote distinctive world class vacation experiences resulting in positive
economic growth and to be a desirable year-round tourist destination. According to the Council’s
Strategic Plan 2019 survey, “…a vibrant arts and culture industry helps local businesses thrive.” Grant
funding for STICKWORK from the Tourist Development Council will help to make this valuable multi-
year exhibit possible. The success of this exhibition will also afford vital funding to support our mission
areas of conservation, education, and horticulture.
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Selected Installations
Dougherty has installed over 300 site-specific works throughout the
world. Some highlights include:
Shelters of Transition, 1989, North Carolina Museum of Art, Raleigh, North Carolina
Catch As Catch Can, 1989, High Museum of Art, Atlanta, Georgia
Spring Forward, Fall Back, 1992, Tozurahara Art Park, Fujino Arts Village, Japan
Out of Hand and Chit Chat, 1993, The Phillips Collection, Washington, D.C.
Natural Selection, 1996, Copenhagen Botanical Garden, Copenhagen, Denmark
Jug or Naught, 1999, Frederik Meijer Gardens, Grand Rapids, Michigan
Whatchamacallit, 2000, National Museum of Natural History, Smithsonian Institution, Washington, D.C
Rough Housinʼ, 2003, Powell Gardens, Kingsville, Missouri
Side Steppinʼ, 2005, Nasher Museum of Art, Duke University, Durham, North Carolina
Childhood Dreams, 2007, Desert Botanical Garden, Phoenix, Arizona
Diamonds in the Rough, 2011. Lewis Ginter Botanical Garden, Richmond, VA
Little Bitty Pretty One, 2014, Cheekwood Botanical Garden & Museum of Art, Nashville, TN
Birthday Palace, 2014. National Tropical Botanic Garden, Kauai, HI
Shindig, 2015, Renwick Gallery, Washington, D.C.
The Royals, 2016, McKee Botanical Garden, Vero Beach, FL
Fancy’s Bower, 2017, Montreal Botanical Garden, Montreal, QB, Canada
One Fell Swoop, 2018, Denver Botanic Garden Chatfield Farm, Littleton, CO
You Betcha, 2019 Minnesota Landscape Arboretum
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(12). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? (x) YES () NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded and the number of
visitors and hotel room nights generated by the grant activity.
• YEAR 2020 (COVID-19) PROJECT NAME Steve Tobin: Nature Underground
PREVIOUS GRANT AMOUNT $ 100,000
Final Report not yet submitted – exhibit ends September 6, 2021
• YEAR 2020 (COVID-19) PROJECT NAME Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 40,367 # ROOM NIGHTS GENERATED 19,376
• YEAR 2019 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 52,925 # ROOM NIGHTS GENERATED 17,995
• YEAR 2018 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 37,540 # ROOM NIGHTS GENERATED 11,262
• YEAR 2017 PROJECT NAME Dinosaurs in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 125,459 # ROOM NIGHTS GENERATED 31,365
• YEAR 2016 PROJECT NAME Origami in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 160,000 # ROOM NIGHTS GENERATED 40,000
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will enable the TDC staff to
evaluate your prior experience.
(13). OTHER FUNDING SOURCES (From # 9 above): List the sources and amounts of other funds and
planned revenue sources to support the amount of the grant.
Admissions $ 2,279,000
Memberships $ 500,000
Sponsorships $ 100,000
In-kind $ 10,000
TOTAL MATCH/OTHER FUNDS: $ 2,889,000
(14) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
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Projected # of Overnight Visitors 105,750 Room Nights 264,375
Tourist Tax Revenue $ 2,275,855 Visitor Spending $ 23,302,013
Economic Impact: $ 43,151,875
(15) What is the current or anticipated annual visitation to your museum? 235,000
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $ 100,000
TOTAL ADDITIONAL FUNDING SOURCES (From previous page) $ 2,864,000
OTHER INCOME SOURCES $ ___0____
TOTAL INCOME - ALL SOURCES $ 2,964,000
PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on pages 2 and 3. Provide an itemized summary
indicating the intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible,
including planned cities where advertising or promotional materials will be placed. Indicate the
total amount you plan to spend for each category or promotion. Use additional sheets if necessary.
Exhibition Fee $ 38,000
Marketing $ 62,000
Total Tourist Tax Funds Used: $ 100,000
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13
Other Project Expenses not using Tourist tax grant funds:
Artist engagement / travel $ 18,800
Equipment / Supplies $ 27,556
Exhibit down payment $ 2,000
Marketing balance $ 88,000
Signage / collateral materials $ 14,200
Staffing $ 92,808
Supplemental Exhibition $ 10,500
Total Other Project Expenses: $ 253,864
TOTAL PROJECT EXPENSES $ 353,864
Profit (Loss) $ 2,610,136
7.B.10
Packet Pg. 128 Attachment: FY 21-22 Cat. C-2 Grant Application NBG - Stickwork (15932 : Tourist Development Tax Grant Applications)
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CERTIFICATION
I have reviewed this Application for Tourist Tax Grant Funds for FY 2021-2022. I am in full
agreement with the information contained herein and have the authority to request this funding on
behalf of the organization. To the best of my knowledge, the information contained in this
Application and its attachments is accurate and complete.
Chief Officer (or designee):
_____________________________ Signature
Donna McGinnis, President & CEO Printed Name and Title
April 29, 2021 Date
______________________
Secretary (or designee):
_____________________________ Signature
Andrea Nickrent, Vice President, Development and Marketing Printed Name and Title
April 29, 2021 Date
7.B.10
Packet Pg. 129 Attachment: FY 21-22 Cat. C-2 Grant Application NBG - Stickwork (15932 : Tourist Development Tax Grant Applications)
Collier County Tourist Development Council
Final Status Report (Due by October 15, 2021)
Event Name: Night Lights in the Garden
Report Date: March 8, 2021
Organization: Naples Botanical Garden
Contact Person: Trisha Griffin, Development Manager
Address: 4820 Bayshore Drive, Naples, FL 34112
Phone: 239.325.1931 Fax: 239.649.7306
1. Was this a first-time project? If not, how many times has this event taken place?
This was our 12th consecutive season producing Night Lights in the Garden.
2. What hotels/motels were utilized to support the project and how many?
The Garden has maintained relationships with at least 16 local hotels including: Hyatt House
Naples, Naples Beach Hotel and Golf Club, LaPlaya Beach & Golf Resort, The Ritz-Carlton
Naples, Inn at Pelican Bay, Cove Inn, SpringHill Suites by Marriott Naples, Inn on 5th, The
Vanderbilt Beach Resort, Hilton Naples, Naples Grande Beach Resort, Naples Bay Resort,
Bellasera Resort, Lemon Tree Inn, Staybridge Suites Naples-Marco Island (at Lely Resort),
and the Holiday Inn Express and Suites Naples Downtown. These relationships were more
important than ever for both the Garden and these partners as we navigated the pandemic to
maximize visitation.
3. What is the total direct economic impact and revenue generated from this event?
The Direct Economic Impact of Night Lights had on Collier County:
• # of overnight visitors = 19,376
• # of room nights generated = 48,440
• Tourist tax revenue = $413,445
• Visitor spending = $4,233,176
• Economic impact = $7,839,215
The Garden’s revenue generated during the event period = $821,913.
4. Total expenses. (Have all vendors been paid?)
The $196,700 in project expenses requested in our application have been paid in full.
7.B.10
Packet Pg. 130 Attachment: FY 21-22 Cat. C-2 Grant Application NBG - Stickwork (15932 : Tourist Development Tax Grant Applications)
5. List the vendors that have been paid.
• Naples Daily News
• Standing Partnership
• Tech-Tronics Productions, Inc.
6. What is the number of participants that visited the project?
A total of 40,367 tickets were sold for Night Lights in the Garden.
7. What is the percentage of the total participants from out of Collier County?
Of the tickets sold to Night Lights, 48% were from out of Collier County.
8. What problems occurred if any during the project event?
No major problems occurred during Night Lights. In fact, despite taking place during a
global pandemic, the Garden created a safe atmosphere for the safety of our staff and guests.
Even though the event was held outdoors, we required all participants to wear face masks,
except while actively eating or drinking. Although there were some complaints, any
pushback was quickly resolved.
Periodically, a small section of lights stopped functioning due to moisture at the connection
point. Our team had a plan in place to address those issues immediately and they were
repaired on-site in a swift, collaborative effort.
9. List any out-of-county- advertising, marketing, and/or public relations that was used to
support the project and attach samples.
• Naples Daily News and News-Press: Digital marketing on naplesnews.com and news-
press.com respectively as well as print in the Daily News.
• Standing Partnership: National digital marketing campaign – Facebook, Instagram,
Google and Bing (paid search), and display digital ads.
During the timeframe of the Night Lights campaign, the Garden website reached 108,027
unique visitors and 49,537 households received our email newsletter. The Garden’s social
media outreach initiative had a growing number of followers:
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Packet Pg. 131 Attachment: FY 21-22 Cat. C-2 Grant Application NBG - Stickwork (15932 : Tourist Development Tax Grant Applications)
•Facebook 27,996
•Instagram 16,379
•Twitter 6,725.
10.How could the project have been improved or expanded?
•This year, the Garden extended some evenings until 10 p.m., which was very
successful. We will look at more “extended evening” nights for next year, which will
require an increase in staffing.
•Other possible ways to improve or expand the event include:
o increased food and beverage offerings
o offering a VIP ticket option
o partner with a rideshare company
o add more piped in music in specific locations
o add additional lighted signage, including a map of the event
o a modified lighting scheme to keep each year different with new features and
‘wow’ moments.
7.B.10
Packet Pg. 132 Attachment: FY 21-22 Cat. C-2 Grant Application NBG - Stickwork (15932 : Tourist Development Tax Grant Applications)
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Packet Pg. 133 Attachment: FY 21-22 Cat C-2 Grant Application CMON (15932 : Tourist Development Tax Grant Applications)
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Packet Pg. 140 Attachment: FY 21-22 Cat C-2 Grant Application CMON (15932 : Tourist Development Tax Grant Applications)
3
APPLICATION FOR FUNDS
GENERAL INSTRUCTIONS
1. Please submit your completed application in digital format (no zip files) via email to Kelly Green,
at Kelly.Green@colliercountyfl.gov or in printed format to the Tourism Office, 2660 N. Horseshoe
Drive, Suite 105 Naples, FL 34104, attention: Kelly Green.
2.Complete each item of each applicable section. If a question does not apply to your organization,
insert (N/A). Please contact Kelly Green at 239-252-2384 or Kelly.Green@colliercountyfl.gov
with any questions.
3.Be sure to have your Chief Official, Secretary or their designee sign the application on the last
page.
4.One copy of each of the following items is required and attached in a separate .pdf document to
the email containing the application form. If any item does not apply, insert (N/A).
() Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
() Form 990 (except government entities)
() Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant funding period.
Name of Grant Preparer: (Please Print): Jack Mulvena, President/CEO
Signature of Grant Preparer ______________________________________ Date _____________
7.B.12
Packet Pg. 141 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
4
COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 21-22
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION: Naples Zoo, Inc.
(2) NAME OF PROJECT: BRICKLIVE SUPERSIZED CREATURES at Naples Zoo
(3) MUSEUM INFORMATION:
Contact Person’s Name: Jack Mulvena
Phone #: (239) 262-5409 ext. 107 Cell Phone #: (401) 500-1027
E-mail Address: jack@napleszoo.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET: 1590 Goodlette Road
CITY: Naples ST: FL ZIP: 34102
PHONE: (239) 262-5409 FAX:
Website: www.napleszoo.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Jack Mulvena
TITLE: President/CEO Address if different from above:
__________________________ ________________________________
PHONE: __________________________ FAX: ___________________________
E-Mail: _________________________________
(6) ORGANIZATIONAL STRUCTURE: ( X ) NON-PROFIT ( ) GOVERNMENT AGENCY
( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $ 199,465
(8) ADDITIONAL FUNDING AMOUNT: $ 95,200
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Packet Pg. 142 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
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(9) PROJECT TYPE (Check all that apply)
() PROMOTIONAL MATERIALS (Brochures, flyers, website)
() MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
(X ) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
() OTHER (Describe)____________________________________________________
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? (X) YES () NO
(11). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
BRICKLIVE SUPERSIZED CREATURES at Naples Zoo
Summary: Supersizing Nature's Small & Mighty!
Traveling again from Great Britain, BRICKLIVE Supersized! will bring an astonishing larger-than-life
toy brick animal adventure featuring 46 sculptures created with nearly 2 million toy bricks. Last year’s
sculpture feature at Naples Zoo was hugely popular with guests, and especially children, and this year’s
will be bigger and better and will include 8 new, interactive exhibit elements.
Supersizing nature’s small and mighty is the theme for this larger-than-life exhibition. From the small and
stinky honey badger to the small and highly venomous blue-ringed octopus, all creatures have been
chosen for their colorful appearance in nature, unusual natural abilities, and because they can be
magnified to an eye-popping size.
Additional highlights include a brightly-colored common kingfisher who is small and territorial in real
life is magnified over 30 times to a towering 11 feet tall toy brick sculpture. The small and new Bornean
neon blue-legged tarantula is a recently discovered species in nature that fits in the palm of a hand, but
with BRICKLIVE Supersized! it is magnified 84 times to an astonishing 12 feet tall.
As guests make their way through Naples Zoo, they will learn more about these often-misunderstood
creatures, including birds, reptiles, amphibians, arachnids, insects, mammals, and marine species that are
truly small and mighty in nature.
Each sculpture will have educational signage featuring facts about where they live in the world, what they
eat, and their real-life size, along with how magnified the sculpture is, how many toy bricks were used,
the amount of time, and the number of builders it took to create it.
7.B.12
Packet Pg. 143 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
6
Naples Zoo Exhibit Dates – Saturday Nov. 20, 2021 – Sunday April 17, 2022
(12). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? (X) YES () NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded and the number of
visitors and hotel room nights generated by the grant activity.
YEAR: 2020/2021 PROJECT NAME: Animal Paradise Bricklive (Final Status Report In Process)
PREVIOUS GRANT AMOUNT $ 50,000
# VISITORS ATTRACTED: 105,354 # ROOM NIGHTS GENERATED: 8,719
YEAR: 2019/2020 PROJECT NAME:National Geographic’s Photo Ark (Final Status Report In Process)
PREVIOUS GRANT AMOUNT $ 170,421
# VISITORS ATTRACTED: 102,323 # ROOM NIGHTS GENERATED: 8,468
YEAR: 2018/2019 PROJECT NAME: Washed Ashore – Art to Save the Sea
(Final Status Report Included)
PREVIOUS GRANT AMOUNT $ 167,042
# VISITORS ATTRACTED: 141,508 # ROOM NIGHTS GENERATED: 11,877
YEAR: 2017/2018 PROJECT NAME: Penguins in Paradise (Final Status Report Previously Submitted)
PREVIOUS GRANT AMOUNT $ 129,073
# VISITORS ATTRACTED: 138,047 # ROOM NIGHTS GENERATED: 23,088
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will enable the TDC staff to
evaluate your prior experience.
(13). OTHER FUNDING SOURCES (From # 9 above): List the sources and amounts of other funds and
planned revenue sources to support the amount of the grant.
Naples Zoo Operating Budget $ 95,200
$
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Packet Pg. 144 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
7
__________________________ $
__________________________ $
__________________________ $
TOTAL MATCH/OTHER FUNDS: $ 95,200
(14) Provide projections of the Direct Economic Impact this project will have on Collier County. Use the
event calculator at http://www.colliergov.net/index.aspx?page=847
Projected # of Overnight Visitors: 141,512 Room Nights: 11,711
Tourist Tax Revenue $ 373,266 Visitor Spending $ 8,733,287
Economic Impact: $ 13,012,598
(15) What is the current or anticipated annual visitation to your museum? 380,000
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $ 199,465
TOTAL ADDITIONAL FUNDING SOURCES (From previous page) $ 95,200
OTHER INCOME SOURCES $
TOTAL INCOME - ALL SOURCES $ 294,665
PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on pages 2 and 3. Provide an itemized summary
indicating the intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible,
including planned cities where advertising or promotional materials will be placed. Indicate the
total amount you plan to spend for each category or promotion. Use additional sheets if necessary.
Exhibit Rental, Shipping, Insurance $ 102,000
Advertising and Promotion/Outside Collier County $ 93,465 (See Detailed Breakdown Included)
Exhibit Graphics and Interpretation $ 4,000
Total Tourist Tax Funds Used: $ 199,465
7.B.12
Packet Pg. 145 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
Advertising and Promotion Costs Breakdown
Advertising and Promotion Outside Collier County (October 2021 through April 2022): (7 months)
•Billboards: $2,250 / month Total: $15,750
•Internet: $575/month Total: $ 4,025
•Digital Google Ads: $500/month Total: $ 3,500
•Digital Facebook Advertising: $500/month Total: $ 3,500
•Digital Naples Daily News: $2000/month Total: $ 14,000
•Digital Fort Myers New-Press: $1,500/month Total: $10,500
•Florida Weekly: $1,370/month Total: $ 9,590
•Must Do Magazine: $1,050.00/month Total: $ 7,350
•Florida Advertising Services: $1,200/month Total: $ 8,400
•Welcome Guide Map: $880/ month Total: $ 6,160
•CVB Miles Media:Total: $ 3,550
•SWFL Where Guest Book:Total: $ 3,500
•Val-Pak: $220.00/month Total: $ 1,540
•Airport display: $800/month Total: $ 5,600
Total: $93,465
7.B.12
Packet Pg. 146 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
8
Other Project Expenses not using Tourist tax grant funds:
Advertising and Promotion/Within Collier County $ 78,800
Labor Expense (Social Media, Graphics, Mktg/PR) $ 8,600
Installation Costs (Rental equipment, etc.) $ 7,800
Total Other Project Expenses: $ 95,200
TOTAL PROJECT EXPENSES $294,665
Profit (Loss) $ 0
CERTIFICATION
I have reviewed this Application for Tourist Tax Grant Funds for FY 2020-2021. I am in full
agreement with the information contained herein and have the authority to request this funding on
behalf of the organization. To the best of my knowledge, the information contained in this
Application and its attachments is accurate and complete.
Chief Officer (or designee):
_____________________________ Signature
_____________________________Printed Name and Title
_____________________________ Date
______________________
Secretary (or designee)
_____________________________ Signature
_____________________________ Printed Name and Title
_______________________________________ Date
7.B.12
Packet Pg. 147 Attachment: FY 21-22 Cat. C-2 Grant Application Naples Zoo (15932 : Tourist Development Tax Grant Applications)
7.B.13
Packet Pg. 148 Attachment: FY 21-22 Cat. C-2 Grant Application Holocaust Museum and Education Center (15932 : Tourist Development Tax Grant
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Packet Pg. 149 Attachment: FY 21-22 Cat. C-2 Grant Application Holocaust Museum and Education Center (15932 : Tourist Development Tax Grant
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Packet Pg. 155 Attachment: FY 21-22 Cat. C-2 Grant Application Holocaust Museum and Education Center (15932 : Tourist Development Tax Grant
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 8.A
Item Summary: Verbal Update on Fall Beach Renourishment Project Area, Coastal Zone
Management
Meeting Date: 05/24/2021
Prepared by:
Title: – Capital Project Planning, Impact Fees, and Program Management
Name: Jessica Arencibia
05/06/2021 11:16 AM
Submitted by:
Title: Division Director - IF, CPP & PM – County Manager's Office
Name: Amy Patterson
05/06/2021 11:16 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/06/2021 12:58 PM
Tourism Jack Wert Director Completed 05/06/2021 5:11 PM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 8:58 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 9:43 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
8.A
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05/24/2021
EXECUTIVE SUMMARY
OBJECTIVE: Review of Expenditure and Revenue Report for Tourist Development Tax
supported funds for the second quarter of FY 21.
CONSIDERATIONS: Financial activity subject to Tourist Development Council (TDC)
oversight is reviewed on a quarterly basis. The attached report summarizes second quarter
expenditures and revenue in a budget to actual format.
Fund (184) provides for marketing and promotions expenditures. TDC Program Management Fund
(194) provides the personnel and operatin g budget for overall TDT program administration.
Fund (196), the TDC Catastrophe Recovery Fund, by policy maintains a reserve for responding to
natural and manmade disasters that negatively impact tourism. Fund (185) supports Beach
Engineering and Project Management, and the County Museum is administered through Fund
(198). The TDC Museum Grant Program is administered through Fund (193)
Capital project funds: (183) Beach Park facilities, (195) Beach Renourishment, and (758) TDC
Capital, do not necessarily expend funds in a regular periodic pattern. These funds are best
evaluated on a project-by-project basis focusing on progress toward achieving project schedules.
TDT Revenue Bond Series 2018 provided funding for the Paradise Coast Sports & Events
Complex. Debt service payments for the Bond are funded by a portion of the 5th cent of TDT levy
which is deposited into TDC Capital Fund (758) and transferred to TDC Debt Service Fund (270).
Provided in this report is the monthly TDT Collections Report through the period of March.
Because the March reporting is received and booked in April, these receipts are not included
in the second quarter accounting records.
Through the second quarter month of March staff improved TDT forecast collections to $27 Million
from the budget figure of $24.9 Million. The collections report for the month of April was
significantly better than forecast suggesting FY 21 collections could reach $29 Million. Consistent
with Board action on January 12, 2021, reserves in Funds (183) and (195) have been advanced to
Fund (370) to support Paradise Coast Sports Complex construction.
FISCAL IMPACT: This item is for review and comment with no direct fiscal
impact.
RECOMMENDATION: Staff requests the TDC review the second quarter FY 21 Expenditure
and Revenue Report. This item is for information only.
SUBMITTED BY: Jack Wert, Tourism Director
ATTACHMENT(S)
1. 2nd Qtr Report Binder (PDF)
8.B
Packet Pg. 201
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 8.B
Doc ID: 15953
Item Summary: Review of Tourist Development Tax supported funds Expenditure and Revenue
Report for the Second Quarter of Fiscal Year 2021 * No Action Required. For Information Purposes
Only*
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/18/2021 8:29 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/18/2021 8:29 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/18/2021 8:29 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/18/2021 9:06 AM
Tourism Jack Wert Director Completed 05/18/2021 10:16 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 10:17 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 11:39 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
8.B
Packet Pg. 202
Tourist Development Tax Funds
FY 2021 2nd Quarter
Budget to Actual Report
8.B.1
Packet Pg. 203 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Fund / Comm Item Adopted Amended Commit Actual-
% Act &
Commit
Exp
* PERSONAL SERVICE 3,111,900 3,068,234 245,212 1,281,681 49.8%
* OPERATING EXPENSE 10,669,900 14,035,806 6,219,764 5,764,338 85.4%
* CAPITAL OUTLAY 3,365,100 12,910,116 665,308 2,023,034 20.8%
* GRANTS AND DEBT SERVICE 4,030,800 4,030,800 200,000 2,438,041 65.4%
* TRANSFERS 6,946,900 26,871,285 - 1,728,850 6.4%
* TRANSFER CONST 589,400 589,400 - 183,633 31.2%
* RESERVES 62,876,500 47,327,721 - - 0.0%
Exp Total 91,590,500 108,833,362 7,330,283 13,419,576 19.1%
Rev
314300 3% TOURIST DEVE (24,972,100) (24,972,100) - (9,181,629) 36.8%
334391 FLORIDA DEP - - - (2,162,667) 0.0%
347276 ADMISSION SUNNF - - - (140) 0.0%
347310 GROUP TOUR TAXA (1,500) (1,500) - - 0.0%
347311 GROUP TOUR NON (1,500) (1,500) - - 0.0%
347320 COPYING SERVS T (600) (600) - - 0.0%
347321 COPYING SERV NO (1,400) (1,400) - (650) 46.4%
347400 SPECIAL EVENTS (15,000) (15,000) - (50) 0.3%
347911 FACILITY RENTAL (3,000) (3,000) - - 0.0%
347940 FACILITY RENTAL (1,000) (1,000) - - 0.0%
361170 OVERNIGHT INTER - - - (51,659) 0.0%
361180 INVESTMENT INTE (727,000) (727,000) - (136,882) 18.8%
364410 SURPLUS FURNITU - - - - 0.0%
366900 CONTRIBUTIONS (1,000) (1,000) - (136) 13.6%
369300 REIMB FOR PY EX (500) (500) - (19,721) 3944.3%
369629 MISC REV - - - (4,000) 0.0%
369802 REIMB FOR CURRE (1,200) (1,200) - (1,264) 105.4%
481001 TRANS FRM 001 G (450,000) (450,000) - (225,000) 50.0%
481184 TRANS FRM 184 T (1,501,900) (1,501,900) - (750,950) 50.0%
481195 TRANS FRM 195 T (846,000) (846,000) - (423,000) 50.0%
481758 TRANS FRM 758 T (3,722,800) (3,722,800) - - 0.0%
487999 REIMB INTERDEPT - - - (6,540) 0.0%
489200 CARRY FORWARD G (60,630,800) (60,630,800) - (86,682,700) 143.0%
489201 CARRY FORWARD O - (17,242,862) - - 0.0%
489900 NEG 5% EST REV 1,286,800 1,286,800 - - 0.0%
Rev Total (91,590,500) (108,833,362) - (99,646,989) 91.6%
Revenue incl. Carryforward
Budget to Actual Report - Expense and Revenue
2nd Quarter FY 21
Tourist Development Tax Funded Funds
(183, 184, 185, 193, 194, 195, 196, 198, 787 & 270)
2nd Qtr FY 21 Compare
8.B.1
Packet Pg. 204 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
COLLIER COUNTY TOURIST DEVELOPMENT TAX REVENUE
Fund Reporting Fund Adopted Budget
Updated Annual
Forecast Budgeted YTD YTD Actual
Variance to
Budgeted YTD
Beach Park Facilities 183 894,000 967,227 403,317 476,618 73,301
TDC Promotion 184 8,383,100 9,144,750 3,781,932 4,468,221 686,289
Non-County Museums 193 477,000 516,071 215,193 253,842 38,649
TDC Admin 194 - - - - -
Beach Renourishment 195 9,734,100 10,531,416 4,391,419 5,188,436 797,017
Disaster Recovery 196 - - - - -
County Museums 198 1,917,900 2,000,000 865,237 1,022,804 157,567
TDC Capital 758 3,566,000 3,858,090 1,608,757 1,901,387 292,631
Gross Budget 24,972,100 27,017,554 11,265,854 13,311,308 2,045,454
Less 5% Rev Res (1,248,600)8.19% % Over/(Under) Bud 18.2%
Net Budget 23,723,500
Collections
Month Reported Actual Cum YTD
% Budget
Collected to
Date
% Variance
FY20
Collections
% Variance FY19
Collections
% Variance FY18
Collections
Nov 1,186,011 1,186,011 4.75% -15.14% 21.23% -4.16%
Dec 1,586,810 2,772,821 11.10% -23.28% 32.63% -3.20%
Jan 2,872,083 5,644,904 22.60% -10.44% 54.12% 9.25%
Feb 3,536,725 9,181,629 36.77% -22.11% 19.25% -6.11%
Mar 4,129,679 13,311,308 53.30% -17.09% 3.15% 5.10%
Apr - 13,311,308 53.30% n/a n/a n/a
May - 13,311,308 53.30% n/a n/a n/a
June - 13,311,308 53.30% n/a n/a n/a
July - 13,311,308 53.30% n/a n/a n/a
Aug - 13,311,308 53.30% n/a n/a n/a
Sept - 13,311,308 53.30% n/a n/a n/a
Oct - 13,311,308 53.30% n/a n/a n/a
Total 13,311,308 13,311,308 YTD -17.80%20.93%0.83%
97.0% 97.0% 97.0%27,017,554 Forecast
Budget Comparison
5 Yr History-Cum
5 Yr History-
Monthly
Budgeted
Collections
Actual
Collections
Budget to Actual
Variance
Updated
Forecast
Nov 4.2% 4.2%1,058,305 1,186,011 127,705 1,186,011
Dec 9.6% 5.4%1,347,809 1,586,810 239,001 1,586,810
Jan 18.1% 8.5%2,113,016 2,872,083 759,067 2,872,083
Feb 30.8% 12.7%3,183,796 3,536,725 352,930 3,536,725
Mar 45.1% 14.3%3,562,928 4,129,679 566,751 4,129,679
Apr 63.6% 18.5%4,609,137 - - 4,609,137
May 75.6% 12.0%3,009,090 - - 3,009,090
June 82.2% 6.6%1,636,491 - - 1,636,491
July 87.2% 5.0%1,249,990 - - 1,249,990
Aug 92.1% 5.0%1,241,200 - - 1,241,200
Sept 96.3% 4.1%1,025,231 - - 1,025,231
Oct 100.0% 3.7%935,107 - - 935,107
Total 100.0% 100.0%24,972,100 13,311,308 2,045,454 27,017,554
% over/(under) budget 18.2%8.19%
FY 21 TDT Collections Report
31-Mar-2021
$‐
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
NovDecJanFebMarAprMayJuneJulyAugSeptOctMonth Reported
Tourist Development Tax Collection Curve
Budgeted Collections
Actual Collections
4/8/20214:01 PM H:\Revenue Report\TDC 2 Receipts FY19 and Forward
8.B.1
Packet Pg. 205 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
Tourist Development Tax Funds
FY 2021 2nd Quarter
Expenditure and Revenue Report by Fund
8.B.1
Packet Pg. 206 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Fund / Comm Item Adopted Amended Commit Actual- % Act & Commit
183
Exp
* OPERATING EXPENSE - 274,073 211,911 34,701 90.0%
* CAPITAL OUTLAY - 4,099,606 665,308 996,016 40.5%
* GRANTS AND DEBT SERVICE - - - - 0.0%
* TRANSFER CONST 26,000 26,000 - 6,576 25.3%
* RESERVES 6,712,500 1,062,621 - - 0.0%
* TRANSFERS - 7,300,000 - - 0.0%
Exp Total 6,738,500 12,762,301 877,219 1,037,292 15.0%
Rev
314300 3% TOURIST DEVE (894,000) (894,000) - (328,776) 36.8%
361170 OVERNIGHT INTER - - - (7,235) 0.0%
361180 INVESTMENT INTE (150,000) (150,000) - (19,812) 13.2%
489200 CARRY FORWARD G (5,746,700) (5,746,700) - (11,997,100) 208.8%
489201 CARRY FORWARD O - (6,023,801) - - 0.0%
489900 NEG 5% EST REV 52,200 52,200 - - 0.0%
Rev Total (6,738,500) (12,762,301) - (12,352,923) 96.8%
184
Exp
* OPERATING EXPENSE 7,382,400 8,475,711 4,921,574 3,375,307 97.9%
* TRANSFER CONST 198,000 198,000 - 61,638 31.1%
* TRANSFERS 1,972,800 1,972,800 - 986,400 50.0%
Exp Total 9,553,200 10,646,511 4,921,574 4,423,345 87.8%
Rev
314300 3% TOURIST DEVE (8,383,100) (8,383,100) - (3,081,887) 36.8%
361170 OVERNIGHT INTER - - - (1,892) 0.0%
361180 INVESTMENT INTE (20,000) (20,000) - (6,337) 31.7%
369300 REIMB FOR PY EX - - - (19,283) 0.0%
489200 CARRY FORWARD G (1,570,300) (1,570,300) - (4,042,800) 257.5%
489201 CARRY FORWARD O - (1,093,311) - - 0.0%
489900 NEG 5% EST REV 420,200 420,200 - - 0.0%
487999 REIMB INTERDEPT - - - - 0.0%
Rev Total (9,553,200) (10,646,511) - (7,152,200) 67.2%
185
Exp
* PERSONAL SERVICE 731,600 731,600 52,611 290,856 46.9%
* OPERATING EXPENSE 221,100 227,640 70,621 63,309 58.8%
* CAPITAL OUTLAY 4,000 4,000 - - 0.0%
* RESERVES 58,200 58,200 - - 0.0%
* TRANSFERS 63,300 63,300 - 63,300 100.0%
Exp Total 1,078,200 1,084,740 123,232 417,465 49.8%
Rev
361170 OVERNIGHT INTER - - - (276) 0.0%
361180 INVESTMENT INTE (1,000) (1,000) - (737) 73.7%
481195 TRANS FRM 195 T (846,000) (846,000) - (423,000) 50.0%
489200 CARRY FORWARD G (231,200) (231,200) - (381,300) 164.9%
489201 CARRY FORWARD O - (6,540) - - 0.0%
487999 REIMB INTERDEPT - - - (6,540) 0.0%
Rev Total (1,078,200) (1,084,740) - (811,853) 74.8%
193
Exp
* OPERATING EXPENSE 3,600 3,600 1,800 1,800 100.0%
* GRANTS AND DEBT SERVICE 300,000 300,000 200,000 49,791 83.3%
* TRANSFER CONST 10,900 10,900 - 3,499 32.1%
* RESERVES 883,600 883,600 - - 0.0%
Exp Total 1,198,100 1,198,100 201,800 55,090 21.4%
Rev
Tourist Development Tax Funded Funds
Budget to Actual Report - Expense & Revenue by Fund
2ndt Quarter FY 21
2nd Qtr FY 21 Compare
8.B.1
Packet Pg. 207 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Tourist Development Tax Funded Funds
Budget to Actual Report - Expense & Revenue by Fund
2ndt Quarter FY 21
314300 3% TOURIST DEVE (477,000) (477,000) - (174,965) 36.7%
361170 OVERNIGHT INTER - - - (604) 0.0%
361180 INVESTMENT INTE (15,000) (15,000) - (1,994) 13.3%
489200 CARRY FORWARD G (730,700) (730,700) - (877,000) 120.0%
489900 NEG 5% EST REV 24,600 24,600 - - 0.0%
Rev Total (1,198,100) (1,198,100) - (1,054,564) 88.0%
194
Exp
* PERSONAL SERVICE 1,106,700 1,058,700 78,883 401,517 45.4%
* OPERATING EXPENSE 396,200 451,700 202,624 232,434 96.3%
* CAPITAL OUTLAY 7,500 - - - 0.0%
* RESERVES 24,300 24,300 - - 0.0%
* TRANSFERS 170,300 170,300 - 170,300 100.0%
Exp Total 1,705,000 1,705,000 281,507 804,250 63.7%
Rev
361170 OVERNIGHT INTER - - - (157) 0.0%
361180 INVESTMENT INTE (2,000) (2,000) - (419) 20.9%
369300 REIMB FOR PY EX - - - (36) 0.0%
481184 TRANS FRM 184 T (1,501,900) (1,501,900) - (750,950) 50.0%
489200 CARRY FORWARD G (201,200) (201,200) - (175,100) 87.0%
489900 NEG 5% EST REV 100 100 - - 0.0%
Rev Total (1,705,000) (1,705,000) - (926,662) 54.3%
195
Exp
* PERSONAL SERVICE - 4,334 - 26,232 605.3%
* OPERATING EXPENSE 1,140,200 3,074,884 314,425 1,709,326 65.8%
* CAPITAL OUTLAY 3,351,600 8,759,809 - 982,317 11.2%
* TRANSFER CONST 227,500 227,500 - 71,574 31.5%
* RESERVES 50,748,100 40,848,100 - - 0.0%
* TRANSFERS 1,017,700 10,917,700 - 508,850 4.7%
Exp Total 56,485,100 63,832,328 314,425 3,298,299 5.7%
Rev
314300 3% TOURIST DEVE (9,734,100) (9,734,100) - (3,578,687) 36.8%
361170 OVERNIGHT INTER - - - (36,609) 0.0%
361180 INVESTMENT INTE (500,000) (500,000) - (93,274) 18.7%
366900 CONTRIBUTIONS - - - - 0.0%
369300 REIMB FOR PY EX - - - (204) 0.0%
369629 MISC REV - - - (4,000) 0.0%
369802 REIMB FOR CURRE - - - (800) 0.0%
489200 CARRY FORWARD G (46,763,000) (46,763,000) - (59,017,300) 126.2%
489201 CARRY FORWARD O - (7,347,228) - - 0.0%
489900 NEG 5% EST REV 512,000 512,000 - - 0.0%
334391 FLORIDA DEP - - - (2,162,667) 0.0%
364410 SURPLUS FURNITU - - - - 0.0%
Rev Total (56,485,100) (63,832,328) - (64,893,541) 101.7%
196
Exp
* OPERATING EXPENSE 501,200 501,200 600 600 0.2%
* RESERVES 685,700 685,700 - - 0.0%
Exp Total 1,186,900 1,186,900 600 600 0.1%
Rev
361170 OVERNIGHT INTER - - - (1,060) 0.0%
361180 INVESTMENT INTE (8,000) (8,000) - (2,720) 34.0%
489200 CARRY FORWARD G (1,179,300) (1,179,300) - (1,693,200) 143.6%
489900 NEG 5% EST REV 400 400 - - 0.0%
Rev Total (1,186,900) (1,186,900) - (1,696,980) 143.0%
2nd Qtr FY 21 Compare
8.B.1
Packet Pg. 208 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Tourist Development Tax Funded Funds
Budget to Actual Report - Expense & Revenue by Fund
2ndt Quarter FY 21
198
Exp
* PERSONAL SERVICE 1,273,600 1,273,600 113,718 563,076 53.1%
* OPERATING EXPENSE 1,018,200 1,019,998 496,210 344,412 82.4%
* CAPITAL OUTLAY 2,000 2,000 - - 0.0%
* TRANSFER CONST 42,000 42,000 - 14,113 33.6%
* RESERVES (1,100) - - - 0.0%
Exp Total 2,334,700 2,337,598 609,928 921,601 65.5%
Rev
314300 3% TOURIST DEVE (1,917,900) (1,917,900) - (705,645) 36.8%
347310 GROUP TOUR TAXA (1,500) (1,500) - - 0.0%
347311 GROUP TOUR NON (1,500) (1,500) - - 0.0%
347320 COPYING SERVS T (600) (600) - - 0.0%
347321 COPYING SERV NO (1,400) (1,400) - (650) 46.4%
347400 SPECIAL EVENTS (15,000) (15,000) - (50) 0.3%
347911 FACILITY RENTAL (3,000) (3,000) - - 0.0%
347940 FACILITY RENTAL (1,000) (1,000) - - 0.0%
361170 OVERNIGHT INTER - - - (299) 0.0%
361180 INVESTMENT INTE (1,000) (1,000) - (897) 89.7%
366900 CONTRIBUTIONS (1,000) (1,000) - (136) 13.6%
369300 REIMB FOR PY EX (500) (500) - (199) 39.8%
369802 REIMB FOR CURRE (1,200) (1,200) - (464) 38.7%
481001 TRANS FRM 001 G (450,000) (450,000) - (225,000) 50.0%
489200 CARRY FORWARD G (36,500) (36,500) - (632,500) 1732.9%
489201 CARRY FORWARD O - (2,898) - - 0.0%
489900 NEG 5% EST REV 97,400 97,400 - - 0.0%
347276 ADMISSION SUNNF - - - (140) 0.0%
Rev Total (2,334,700) (2,337,598) - (1,565,981) 67.0%
758
Exp
* OPERATING EXPENSE - - - - 0.0%
* CAPITAL OUTLAY - 44,700 - 44,700 100.0%
* TRANSFER CONST 85,000 85,000 - 26,233 30.9%
* RESERVES 857,200 857,200 - - 0.0%
* TRANSFERS 3,722,800 6,447,185 - - 0.0%
Exp Total 4,665,000 7,434,085 - 70,933 1.0%
Rev
314300 3% TOURIST DEVE (3,566,000) (3,566,000) - (1,311,669) 36.8%
361170 OVERNIGHT INTER - - - (3,158) 0.0%
361180 INVESTMENT INTE (25,000) (25,000) - (8,336) 33.3%
489200 CARRY FORWARD G (1,253,600) (1,253,600) - (4,909,700) 391.6%
489201 CARRY FORWARD O - (2,769,085) - - 0.0%
489900 NEG 5% EST REV 179,600 179,600 - - 0.0%
Rev Total (4,665,000) (7,434,085) - (6,232,863) 83.8%
270
Exp
* OPERATING EXPENSE 7,000 7,000 - 2,450 35.0%
* GRANTS AND DEBT SERVICE 3,730,800 3,730,800 - 2,388,250 64.0%
* RESERVES 2,908,000 2,908,000 - - 0.0%
Exp Total 6,645,800 6,645,800 - 2,390,700 36.0%
Rev
361170 OVERNIGHT INTER - - - (369) 0.0%
361180 INVESTMENT INTE (5,000) (5,000) - (2,355) 47.1%
489200 CARRY FORWARD G (2,918,300) (2,918,300) - (2,956,700) 101.3%
489900 NEG 5% EST REV 300 300 - - 0.0%
481758 TRANS FRM 758 T (3,722,800) (3,722,800) - - 0.0%
Rev Total (6,645,800) (6,645,800) - (2,959,424) 44.5%
2nd Qtr FY 21 Compare
8.B.1
Packet Pg. 209 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
Tourist Development Tax Funds
FY 2021 2nd Quarter Expenditure Report
Capital Project Funds
Fund (183) Beach Park Facilities
Fund (195) Beach Renourishment and Inlet Management
Fund (758) TDC Capital Fund
8.B.1
Packet Pg. 210 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Tourist Development Tax Funded Funds
Budget to Actual Report - TDC Beach Park Facilities Fund 183
2nd Quarter FY 21
Expenditures
Fund Prog / Com Item Adopted Budget Amended Budget Commitment Actual
Actual &
Committed % Consumed
** 33496 FDOT STSD BEACH CI 93,929.39 34.26 3,254.34- 3,220--3.4%
** 80141 Rem Vand Beach Acc n/a
** 80242 Barefoot Beach ADA 285,729.39 20,149.60 5,813.50 25,963 9.1%
** 80330 BarefootBch Bwalk 289,548.55 278,659.28 500.00 279,159 96.4%
** 80332 Clam Pass Restroom 8,755.08 8,755.08 8,755 100.0%
** 80333 ClamPass Brdwlk Re 31,791.15 31,791.15 31,791 100.0%
** 80334 ClamPass Trim Mang 38,805.00 0.0%
** 80344 Bareft Boardwlk Re 286,311.80 26,759.80 400.00 27,160 9.5%
** 80347 N Gulf Shore Acces n/a
** 80348 Tigertail Park Imp 597,187.47 44,821.00 44,821 7.5%
** 80349 Vand Repair Shwr/F n/a
** 80369 8th Ave Beach Impr n/a
** 80372 T-2 Beach Parkg So 64,544.00 0.0%
** 80387 Barefoot Bch Prkg 350,000.00 9,406.00 49,749.01 59,155 16.9%
** 80388 Tigertail Bch Play 200,000.00 184,958.43 184,958 92.5%
** 80389 Clam Pass Parking n/a
** 80390 ClamP Concess AC U n/a
** 80391 Vand Bch Boardwlk 334,815.75 6,034.55 5,917.90 11,952 3.6%
** 80396 Barefoot Ranger St 51,000.00 0.0%
** 88038 Tigertail Beach Ba 304,241.70 8,313.00 8,313 2.7%
** 88045 Parking Meters 250,000.00 155,716.56 7,095.60 162,812 65.1%
** 88046 CP Boardwalk Repla 1,187,020.57 101,820.24 964,495.08 1,066,315 89.8%
** 99183 Fund 183 Res/Xfers 6,738,500.00 8,388,621.42 6,575.51 6,576 0.1%
* TRANSFERS 7,300,000.00 0.0%
* TRANSFER CONST 26,000.00 26,000.00 6,575.51 6,576 25.3%
* RESERVES 6,712,500.00 1,062,621.42 0.0%
*** Grand Total-Fd Pg/CI 6,738,500.00 12,762,301.27 877,218.95 1,037,292.26 1,914,511.21 15.0%
Projects 183-195-758 2nd 21
8.B.1
Packet Pg. 211 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Tourist Development Tax Funded Funds
Budget to Actual Report - TDC Beach Renourishment Fund 195
2nd Quarter FY 21
Expenditures
Fund Prog / Com Item Adopted Budget Amended Budget Commitment Actual
Actual &
Committed % Consumed
** 50154 Hurricane Irma 1,000,000.00 300.00 300 0.0%
** 50215 TROPICAL STORM LAU n/a
** 80165 Co Beach Analysis 30,025.30 16,109.50 16,110 53.7%
** 80171 Beach Tilling 30,000.00 113,279.00 10,900.00 10,900 9.6%
** 80268 AOlesky Pier Repai 33,413.75 0.0%
** 80288 Wiggns Pass Dredge 25,000.00 37,137.18 20.17 20 0.1%
** 80301 Beach Renourish-Ge 124,724.84 0.0%
** 80321 AOlesky SeaWall Re 260,097.00 12,600.00 12,600 4.8%
** 80366 Coastal Resiliency 150,000.00 266,135.38 25,091.10 16,137.00 41,228 15.5%
** 80378 Tractor Shelter 33,626.76 3,464.53 10,963.50 14,428 42.9%
** 80407 Jolly Bridge Parce 20,000.00 46,624.60 0.0%
** 88032 Clam Pass Dredge 436,321.99 109.00 178,386.00 178,495 40.9%
** 90020 TDC - Administrati 75,000.00 268,964.94 0.0%
** 90033 Near Shore Hard Bo 185,000.00 475,647.29 107,353.04 107,353 22.6%
** 90044 Vegetation Repairs 147,866.11 0.0%
** 90065 FDEP LGFR ANALYSIS 25,000.00 41,329.50 9,408.99 9,409 22.8%
** 90066 VAND BCH MAINTENAN n/a
** 90067 PARK SHORE BCH MAI 256,687.58 0.0%
** 90068 NAPLES BEACH ENG 2,000,000.00 2,064,887.09 509.00 1,810,012.35 1,810,521 87.7%
** 90069 CLAM PASS BCH MAIN 250,253.44 0.0%
** 90071 MARCO ISLAND S MAI 426,100.67 0.0%
** 90072 COLLIER CREEK JETT 1,100,000.00 4,063,830.48 179,837.97 179,838 4.4%
** 90074 North Park Shore B 49,067.22 0.0%
** 90096 Naples Pier Annual 135,600.00 135,600.00 135,586.00 135,586 100.0%
** 90297 Shorebird Monitori 25,000.00 115,489.13 1,872.12 1,872 1.6%
** 90527 County/Naples Beac 197,000.00 396,181.78 191,000.00 191,000 48.2%
** 90533 Beach Cleaning 354,200.00 386,840.96 2,938.90 54,553.78 57,493 14.9%
** 90536 County/Naples Beac 170,000.00 325,588.75 78,674.00 186,473.00 265,147 81.4%
** 90549 Doctors Pass Dredg 53,306.77 0.0%
** 99195 Fund 195 Res/Xfers 51,993,300.00 51,993,300.00 580,423.74 580,424 1.1%
* TRANSFERS 1,017,700.00 10,917,700.00 508,850.00 508,850 4.7%
* TRANSFER CONST 227,500.00 227,500.00 71,573.74 71,574 31.5%
* RESERVES 50,748,100.00 40,848,100.00 0.0%
*** Grand Total-Fd Pg/CI 56,485,100.00 63,832,327.51 314,424.50 3,298,299.19 3,612,723.69 5.7%
Projects 183-195-758 2nd 21
8.B.1
Packet Pg. 212 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Tourist Development Tax Funded Funds
Budget to Actual Report - TDC Capital Projects Fund 758
2nd Quarter FY 21
Expenditures
Fund Prog / Com Item Adopted Budget Amended Budget Commitment Actual
Actual &
Committed % Consumed
** 50156 Amateur Sports Com 44,700.00 44,700.00 44,700 100.0%
** 99758 Fund 758 Res/Xfers 4,665,000.00 7,389,385.42 26,233.37 26,233 0.4%
* TRANSFERS 3,722,800.00 6,447,185.42 0.0%
* TRANSFER CONST 85,000.00 85,000.00 26,233.37 26,233 30.9%
* RESERVES 857,200.00 857,200.00
*** Grand Total-Fd Pg/CI 4,665,000.00 7,434,085.42 70,933.37 70,933.37 1.0%
Projects 183-195-758 2nd 21
8.B.1
Packet Pg. 213 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
Tourist Development Tax Funds
FY 2021 2nd Quarter
Primary Revenue Sources
8.B.1
Packet Pg. 214 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
5/17/2021
Tourist Development Tax Funded Funds
Budget to Actual Report - Revenue Category Summary
2nd Quarter FY 21
TOURIST DEVELOPMENT TAX REVENUE
Fund / Comm Item Adopted Budget Amended Budget Commitment Actual
%
Enc/Act
* 183 TDC BEACH PARK FAC 894,000.00- 894,000.00- 328,775.78 -36.8%
* 184 TDC TOURISM PROMO 8,383,100.00- 8,383,100.00- 3,081,887.36 -36.8%
* 193 TDC MUSEUM NON COUNTY 477,000.00- 477,000.00- 174,965.13 -36.7%
* 195 TDC - BEACH RENOUR 9,734,100.00- 9,734,100.00- 3,578,686.96 -36.8%
* 198 MUSEUM 1,917,900.00- 1,917,900.00- 705,644.94 -36.8%
* 758 TDC CAPITAL PROJECTS 3,566,000.00- 3,566,000.00- 1,311,669.25 -36.8%
Total 24,972,100.00- 24,972,100.00- 9,181,629.42 -36.8%
Carryforward Summary
Fund / Comm Item Adopted Budget Amended Budget Commitment Actual
%
Enc/Act
* 183 TDC BEACH PARK FAC 5,746,700.00- 11,770,501.27- 11,997,100.00 -101.9%
* 184 TDC TOURISM PROMO 1,570,300.00- 2,663,610.67- 4,042,800.00 -151.8%
* 185 TDC ENGINEERING 231,200.00- 237,740.00- 381,300.00 -160.4%
* 193 TDC MUSEUM NON COUNTY 730,700.00- 730,700.00- 877,000.00 -120.0%
* 194 TDC ADMIN/OPS 201,200.00- 201,200.00- 175,100.00 -87.0%
* 195 TDC - BEACH RENOUR 46,763,000.00- 54,110,227.51- 59,017,300.00 -109.1%
* 196 TDC PROM RES/PRJS 1,179,300.00- 1,179,300.00- 1,693,200.00 -143.6%
* 198 MUSEUM 36,500.00- 39,397.50- 632,500.00 -1605.4%
* 758 TDC CAPITAL PROJECTS 1,253,600.00- 4,022,685.42- 4,909,700.00 -122.1%
* 270 TDT REV BOND 2018 2,918,300.00- 2,918,300.00- 2,956,700.00 -101.3%
Total 60,630,800.00- 77,873,662.37- 86,682,700.00 -111.3%
Summary 2nd Qtr 21
8.B.1
Packet Pg. 215 Attachment: 2nd Qtr Report Binder (15953 : Review of Tourist Development Tax for Q2 FY21)
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A.1
Item Summary: Marketing Partner Report - Part 1
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/18/2021 8:53 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/18/2021 8:53 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/18/2021 8:53 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/18/2021 9:04 AM
Tourism Jack Wert Director Completed 05/18/2021 10:17 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 12:41 PM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 2:38 PM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
9.A.1
Packet Pg. 216
Marketing Partner
Reports
May 2021 TDC
9.A.1.a
Packet Pg. 217 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
MARKETING PARTNER REPORTS
PART I
9.A.1.a
Packet Pg. 218 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Collier County Tourism Research
Presented by:
Research Data Services, Inc.
May 2021
April 2021
Presented to:
The Collier County Tourist
Development Council
9.A.1.a
Packet Pg. 219 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 4
Economic Indicators
9.A.1.a
Packet Pg. 220 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 5
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 28,300 27,400 27,100 26,900 28,600 31,200 31,800
2020 32,400 33,000 32,300 17,500 21,400 23,400 22,800 22,600 22,700 24,400 25,700 27,100
2021 29,100 29,400 29,500
16,000
22,000
28,000
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. (June 2019 through December 2020 employment projections revised as of
March 15, 2021 reporting.)
March 2021
∆from Mar. ‘20: -8.7%
∆from Mar. ‘19: -9.0%
9.A.1.a
Packet Pg. 221 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 6
Jan.Feb.Mar.Apr.May Jun.Jul.Aug.Sep.Oct.Nov.Dec.
2016 918929 989845 1269961 900594 606833 492413 484074 431729 391844 550316 727634 840501
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 686,563 725,735 1,162,342
0
250,000
500,000
750,000
1,000,000
1,250,000
1,500,000
RSW Total Passenger TrafficCY 2016: 8.60 million (+2.8%)
CY 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: 2.57 million (-20.4%)
Southwest Florida International Airport
(RSW) Passenger Traffic
March 2021
∆from Mar. ‘20: +35.0%
∆from Mar. ‘19: -21.6%
9.A.1.a
Packet Pg. 222 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 7
Tracking Analytics
Collier Visitor Metrics
9.A.1.a
Packet Pg. 223 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 8
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Mar 20 Apr 20 May 20 Jun 20 Jul 20 Aug 20 Sep 20 Oct 20 Nov 20 Dec 20 Jan 21 Feb 21 Mar 21 Apr 21
Out-of-State 2019 Florida Current Year
Out-of-State Current Year Florida 2019
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
April 2021 FL OOS
∆from Apr. ‘20:+1,044%+1,557%
∆From Apr. ‘19:+70%-14%
9.A.1.a
Packet Pg. 224 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 9
Year to Date 2021
January –April
Collier Visitor Profile
9.A.1.a
Packet Pg. 225 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 10
Collier Tourism Metrics
Calendar Year to Date 2021 (January –April)
Number of
Visitors
Room Nights
Economic Impact
•743,500
•∆from ‘20:+27%
•∆ from ‘19: -6%
•977,500
•∆from ‘20: +32%
•∆from ‘19:-3%
•$1,084,787,400
•∆from ‘20:+45%
•∆from ’19: -1%
9.A.1.a
Packet Pg. 226 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 11
Visitor Origins
Calendar Year to Date 2021 (January –April)
# Visitors 2020 # Visitors 2021 ∆from ‘20 ∆from ‘19
Florida 161,638 289,160 +79%+46%
Southeast 41,667 64,919 +56%+27%
Northeast 162,767 192,027 +18%-12%
Midwest 105,681 161,444 +53%+6%
Canada *15,119 0 -100%-100%
Europe *66,621 0 -100%-100%
Other 30,207 35,950 +19%-4%
Total 583,700 743,500 +27%-6%
* Canadian and European 2021 visitation was too small to measure.
9.A.1.a
Packet Pg. 227 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 12
Collier Comp Set
YTD 2021 (January -March)
Occupancy ADR RevPAR
2021 % ∆2021 % ∆2021 % ∆
Naples MSA 65.9%-2.5 $347.64 +9.6 $229.04 +6.8
Naples Upscale 71.3%-4.1 $476.57 +17.5 $339.99 +12.6
Miami-Hialeah 64.2%-7.2 $222.56 -14.7 $142.91 -20.9
Florida Keys 80.4%+9.8 $381.29 +12.0 $306.49 +23.0
Ft. Myers 68.6%-6.6 $191.40 -8.0 $131.31 -14.0
Sarasota-Bradenton 69.1%-1.2 $168.27 -2.9 $116.36 -4.0
Clearwater 67.7%-4.1 $170.78 0.0 $115.59 -4.2
St. Petersburg 68.7%-0.4 $164.06 -4.0 $112.66 -4.3
Palm Beach County 63.3%-10.6 $228.60 -9.2 $144.76 -18.8
Ft. Lauderdale 69.4%-3.1 $137.57 -27.5 $95.42 -29.7
SOURCE: SMITH TRAVEL RESEARCH, INC.
9.A.1.a
Packet Pg. 228 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 13
Collier Comp Set –Occupancy (%)
YTD 2021 (January -March)
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA 59.7%+47.0 6.1%-77.2 65.9%
Miami-Hialeah 57.0%+20.2 3.6%-79.6 64.2%
Florida Keys 75.2%+21.1 4.7%-56.1 80.4%
Ft. Myers 61.0%+23.9 4.2%-76.8 68.6%
Sarasota-Bradenton 61.2%+15.4 6.7%-58.5 69.1%
Clearwater 62.9%+29.6 4.7%-78.9 67.7%
St. Petersburg 59.9%+23.0 7.5%-60.8 68.7%
Palm Beach County 54.7%+15.1 7.4%-61.8 63.3%
Ft. Lauderdale 62.8%+20.7 4.0%-73.7 69.4%
9.A.1.a
Packet Pg. 229 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 14
Collier Comp Set –ADR ($)
YTD 2021 (January -March)
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA $355.45 +6.0 $272.26 -6.2 $347.64
Miami-Hialeah $231.66 -10.4 $190.54 -36.6 $222.56
Florida Keys $384.67 +11.7 $348.42 +7.6 $381.29
Ft. Myers $198.80 -11.5 $152.53 -19.2 $191.40
Sarasota-Bradenton $174.25 -3.2 $132.64 -15.1 $168.27
Clearwater $172.56 -3.6 $150.27 -1.7 $170.78
St. Petersburg $169.45 -4.6 $127.70 -18.5 $164.06
Palm Beach County $224.74 -14.4 $279.05 +11.2 $228.60
Ft. Lauderdale $141.02 -23.8 $109.83 -50.2 $137.57
SOURCE: SMITH TRAVEL RESEARCH, INC.
9.A.1.a
Packet Pg. 230 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 15
April 2021
Collier Visitor Profile
9.A.1.a
Packet Pg. 231 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 16
Visitation/Economic Impacts of Tourism
Collier April 2021
Visitors
2021
159,900
2020
11,500
Room Nights
2021
275,700
2020
27,100
Economic
Impact
2021
$282,438,200
2020
$13,782,700
%∆
+1,290
%∆
+917
%∆
+1,949
∆from ‘19: +9%∆from ‘19: +24%∆from ‘19: +20%
9.A.1.a
Packet Pg. 232 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 17
Visitor Origins
Collier April 2021
# Visitors 2020 # Visitors 2021 ∆from ‘20 ∆from ‘19
Florida 5,980 68,437 +1,044%+70%
Southeast 437 12,792 +2,827%+34%
Northeast 2,611 34,698 +1,229%-0.1%
Midwest 2,116 36,298 +1,615%+33%
Canada *0 0 n/a -100%
Europe *0 0 n/a -100%
Other 356 7,675 +2,056%+2%
Total 11,500 159,900 +1,290%+9%
*April 2020 and 2021 Canadian and European visitation was too small to measure.
9.A.1.a
Packet Pg. 233 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 18
Licensed Transient Lodging Units
Licensed Transient Lodging Units 2020 2021 % ∆
Hotel 6,148 6,261 +1.8
Motel 2,013 1,809 -10.1
Apartment/Vacation Rental 2,719 2,977 +9.5
Total Licensed Lodging Units 10,880 11,047 +1.5
Collier April 2021
* Source: Florida Department of Business and Professional Regulation (DBPR).
9.A.1.a
Packet Pg. 234 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 19
Occupancy/Room Rates
Collier April 2021
Occ.81.2%8.2%82.8%‘20: +910%
‘19: +2%
ADR $321.00 $173.98 $361.64 ‘20: +108%
‘19: +13%
RevPAR $260.70 $14.27 $299.44 ‘20: +1,998%
‘19: +15%
2019 2020 2021 ∆from
9.A.1.a
Packet Pg. 235 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 20
Collier Comp Set
March 2021
Occupancy ADR RevPAR
2021 % ∆2021 % ∆2021 % ∆
Naples MSA 80.3%+77.4 $410.74 +29.2 $329.72 +129.3
Naples Upscale 84.5%+65.1 $588.12 +41.4 $496.95 +133.5
Miami-Hialeah 72.7%+71.4 $248.26 +18.8 $180.36 +103.7
Florida Keys 91.0%+80.9 $450.49 +28.4 $410.09 +132.1
Ft. Myers 81.1%+49.9 $224.99 +0.5 $182.47 +50.7
Sarasota-Bradenton 83.6%+66.9 $202.12 +10.1 $168.99 +83.9
Clearwater 85.8%+60.1 $207.62 +12.1 $178.22 +79.4
St. Petersburg 83.2%+60.4 $199.61 +5.7 $166.03 +69.6
Palm Beach County 74.5%+54.4 $258.50 +10.9 $192.57 +71.3
Ft. Lauderdale 79.7%+64.2 $152.78 -7.0 $121.83 +52.7
SOURCE: SMITH TRAVEL RESEARCH, INC.
9.A.1.a
Packet Pg. 236 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 21
Collier Comp Set –Occupancy (%)
March 2021
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA 74.6%+125.1 5.6%-53.4 80.3%
Miami-Hialeah 64.0%+101.4 5.0%-28.2 72.7%
Florida Keys 85.3%+89.0 5.2%+4.7 91.0%
Ft. Myers 72.5%+84.0 4.8%-52.6 81.1%
Sarasota-Bradenton 73.4%+82.8 8.5%-6.8 83.6%
Clearwater 81.9%+85.5 3.9%-58.8 85.8%
St. Petersburg 73.7%+72.8 8.3%-1.7 83.2%
Palm Beach County 63.5%+84.5 9.6%-1.4 74.5%
Ft. Lauderdale 72.4%+90.8 4.8%-26.6 79.7%
9.A.1.a
Packet Pg. 237 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 22
Collier Comp Set –ADR ($)
March 2021
Trans % ∆20-21 Grp % ∆20-21 Total
Naples MSA $418.05 +30.2 $314.44 +1.5 $410.74
Miami-Hialeah $259.43 +20.6 $206.75 -12.0 $248.26
Florida Keys $456.61 +29.3 $377.06 +11.0 $450.49
Ft. Myers $236.11 -2.2 $150.43 -23.3 $224.99
Sarasota-Bradenton $211.93 +11.4 $144.11 -12.2 $202.12
Clearwater $209.79 +10.0 $161.99 +1.7 $207.62
St. Petersburg $208.19 +8.0 $134.34 -23.0 $199.61
Palm Beach County $263.11 +8.8 $251.00 +1.1 $258.50
Ft. Lauderdale $157.19 -3.7 $116.51 -39.5 $152.78
SOURCE: SMITH TRAVEL RESEARCH, INC.
9.A.1.a
Packet Pg. 238 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 23
Airports of Deplanement (Top Six)
Collier April 2021
65.1
14.9
2.8 n/a 5.9 n/a
68.0
8.0 4.6 4.3 4.0 3.2
0
10
20
30
40
50
60
70
80
RSW Miami Tampa Punta Gorda Ft.
Lauderdale
Naples
%
2019 2021
% of Visitors Who Fly
2019 70.6%
2021 46.4%
9.A.1.a
Packet Pg. 239 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 24
Party Size/LOS
This April, visitor party size averaged 2.9 travelers
who stayed for 3.7 nights in the Naples, Marco
Island, Everglades area (April 2020: 2.0 people;
4.2 nights --April 2019: 2.8 people; 3.5 nights).
Collier April 2021
9.A.1.a
Packet Pg. 240 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 25
First Time Visitors (% Yes)
Collier April 2021
6.1 4.8
38.0 40.4
44.1%45.2%
0
10
20
30
40
50
2019 2021
%
New Market Share Gain from FL
9.A.1.a
Packet Pg. 241 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 26
Percent Group Business
Collier April 2021
23.0
11.7
0
5
10
15
20
25
Group
%
2019 2021
9.A.1.a
Packet Pg. 242 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 27
58.2 58.8
0
10
20
30
40
50
60
% YES
Area Information
Seen/Heard/Read
2019 2021
47.2
53.1
0
10
20
30
40
50
60
70
% YES
Directly Influenced by
Information to Visit *
2019 2021
See/Hear/Read vs. Influenced
Collier April 2021
* Base: Saw/Heard/Read Information (% Yes)
9.A.1.a
Packet Pg. 243 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 28
Information
Fully 97.0% consult the web for trip information,
with some 84.2% making bookings for their trip
online area (April 2019 Consult: 95.9%; Book:
77.8%).
Collier April 2021
9.A.1.a
Packet Pg. 244 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 29
Visitor Perceptions
Collier April 2021
•96.3%Satisfaction 97.6%
•91.0%Would Recommend 93.7%
•17.7%More Expensive 22.0%
•90.6%Plan to Return 93.2%
2019 2021
9.A.1.a
Packet Pg. 245 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05.17.21 30
Average Age/Median Income
Collier April 2021
•50.1
Average Age (years)52.1
•$164,172 Median HH Income $170,881
2019 2021
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Packet Pg. 246 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
ARRIVALIST DATA REPORT
Paradise Advertising &
Marketing, Inc.
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ARRIVALIST A4
Naples/Collier County Arrival Trends
Multi-dimensional Visitation Intelligence
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Packet Pg. 248 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Arrivalist’s Calibrated
Panel Data
•Anonymized, multi-sourced GPS
location data for millions of
users, accurate to 30 feet
•Rigorously calibrated to be an
accurate representation of the
US population
•Privacy Law Compliant
(CCPA & GDPR)
•Rigorous Trip Model Criteria
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Packet Pg. 249 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Calibrated Data Provides Multi-Dimensional Intelligence
For Collier County
From Where?
When?
How Long?
To Where?Why?
•Origin State
•Origin DMA
•Local or Non-Local
•Day of Arrival
•Seasonality
•Day trip v Overnight
•Accuracy to the minute
•Unique Days
composition
•County
•City
•Point of Interest
•Cross-visitation
•Media Exposures
•Event Attendance
•Holidays
How?
•Road Trips
•Fly vs Drive
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Packet Pg. 250 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
ARRIVALIST A4
Spring Break Visitation Trends: Origin Markets,
Length of Stay, Arrival Method
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79.3% of March 2021 Trips to Collier County Were From Out-of-State,
and More than 7 in 10 Stayed 4+ Nights. Nearly 8 in 10 Traveled 500+
Miles to Reach Collier County.
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The Spring Break Visitor Has Changed | March 2019 v 2021
10.6%
9.4%
8.0%
4.8%4.7%4.5%
3.2%3.0%3.0%2.8%2.6%2.6%2.5%2.3%2.2%
Mar 2019 OVN Mar 2021 OVN
Chicago, New York, Detroit Grow in Share of Total Overnights When Comparing to the Same Month Pre-Pandemic.
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Packet Pg. 253 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Length of Stay Has Likewise Increased
March 2019 March 2021
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Packet Pg. 254 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Road Trips to Collier County Surpass 2019 Levels During Spring
Break, Into the Easter Holiday and Through Mid-April, Jumping
the Chasm that was April 2020.
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Packet Pg. 255 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Flights On the Rebound and Remain the Foundation
for Arrivals to Naples During March 2021
Fly trips are defined as qualified trips that involve a POI trip to Fort Lauderdale Airport, Miami Airport,
Punta Gorda Airport, Southwest Florida International Airport, or West Palm Beach Airport.
19.2%
100.0%
8.8%19.4%
100.0%
9.2%7.1%7.6%20.0%
98.3%
8.8%
29.9%27.3%
100.0%
19.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Fly Drive
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Packet Pg. 256 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Chicago was the Top Fly Origin Market During Spring Break 2021, Ousting New York
from #1 Position
Detroit also gains “air share” YoY.
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ARRIVALIST A4
What Was Media’s Role?
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Packet Pg. 258 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Arrival Lift ™–During a Challenging Time to Influence Consumers, The
Winter Campaign FY21 Successfully Drove Incremental Visitation to
Collier County.
Control Group
76.9%
Target Group
5.8 unexposed arrivals/
10,000 unique users
10.2 exposed arrivals/
10,000 unique users
Key strategies such as staying in market with flyers while the rest of Florida targeted in-state “pay off” in Arrival Lift beyond a control baseline,
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Packet Pg. 259 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
National Public Relations Update
TDC Meeting
Services conducted in
April 2021
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Packet Pg. 260 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Media Highlights
LHG & CVB PR EFFORTS –April 2021
Media Impressions: 10,513,579
Media Value: $69,819
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Media Highlights
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Media Highlights
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Packet Pg. 263 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Projects/Media Outreach
Press Release: Conde Nast Traveler RCA
Agency drafted and distributed
release about Collier County entities
on Readers’ Choice ballot
Press Release: March Visitation Numbers
Agency drafted and distributed
release on March’s visitation
numbers to in-state media
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Packet Pg. 264 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Projects/Media Outreach
Press Release: Sandra Rios Appointment
Agency distributed release to in-state and trade media
Press Release: What’s New in Collier County
Agency drafted and distributed release on new
developments in Collier County
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Packet Pg. 265 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Media Visits
Golf Journalist: David Daubert
Participated in Chubb Classic, April 15
Contributed articles to multiple golf
websites
Passport Magazine Editor: Robert Adams
Visited destination April 28 –May 3
2 upcoming articles in July issue of
Passport Magazine
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Packet Pg. 266 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
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
teams participated in bi-weekly calls to
review destination updates related to
COVID-19.
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Packet Pg. 267 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
Looking Ahead
Pitches
Warm weather getaways
Fishing and golf getaways
Upcoming summer programming
Waterside restaurants
Projects
Kidd Kraddick Radio Show
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Packet Pg. 268 Attachment: Marketing Partner Reports Part 1 (15954 : Marketing Partner Report - Part 1)
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.B.1
Item Summary: Marketing Partner Report - Part 2
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/18/2021 9:12 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/18/2021 9:12 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/18/2021 9:13 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/18/2021 9:19 AM
Tourism Jack Wert Director Completed 05/18/2021 10:15 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 11:52 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 2:37 PM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
9.B.1
Packet Pg. 269
Marketing Partner
Reports
May 2021 TDC
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Packet Pg. 270 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
MARKETING PARTNER REPORTS
PART II
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Paradise Advertising
Digital & Social Media
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$144.1k
TOTAL MEDIA SPEND
Last M ont h (Apr 1 -30)c
▼12%
Compare:$163.8k
Apr 1 Apr 22 Apr 29
$144.1k
Apr 8 Apr 15
My custom metric
5.85M
TOTAL MEDIA IMPRESSIONS
Last M ont h (Apr 1 -30)c
▲45%
Compare:12.97M
Apr 1 Apr 29
5.85M
Apr 8 Apr 15 Apr 22
My custom metric Goal
In April the Winter Campaign wrapped up, ending in Mid-April. We also had LGBTQ,Museums, and Leisure
Golf media running.
OVERALL DISPLAY
Overall we served 5,853,925 display impressions and delivered 16,016 clicks in April,with a CTR of .27%.
OVERALL VIDEO
There were 803,134 completed video views in April with a VCR of 88.5%,up 3 points from March,and up 9
points from the beginning of the campgin.New video in the mix in April was the Leisure Golf campaign.
Top performing DISPLAY vendors in the Winter Campaign:
-MobileFuse,our mobile vendor with a .50%CTR
-Also performing extremely well was Taboola (native) with a .40% and DigDev with the email retargeting
banners with a .27%CTR
Top performing VIDEO vendors in the Winter Campaign:
LGBTQ campaign's digital partner Digilant did a strong .19%
Top vendor in the MUSEUMS campaign was Madden Media with the retargeting banners to those who
visited the Arts &Culture pages of VF website,with a .63%.
Top Banner creative across all campaigns was the Hi5tory banners (Hi5tory 320x50,Immokalee Museum,
Hi5tory 320x100,and Marco Island Historical Museum),with a .68%,.43%.31%and .31%respectively.
Top performing Winter Campaign banner creative was Millennials with a .25% followed closely by Culinary
at a .24%.
Top Video creative was tied at 98.9% VCR between A-Game and Florida Swing,both from the Leisure Golf
campaign.
Top performing Winter Campaign video was again pretty evenly split between Only Paradise Will do Eco
(95.5%)and Only Paradise Will Do Luxury (96.4%).
BENCHMARKS:CTR .08%/VCR 70%
-Leisure Golf came out swinging (!) with a 98.9% VCR for our streaming vendor ism-Connect, running in
live golf and related sports content.
16,016
TOTAL CLICKS Last M ont h (Apr 1 -30)c
Total Clicks Last Month
DIGITAL M EDIA CTR Last M ont h (Apr 1 -30)c
Last Month
0.27%
Digital Media Performance K last update May 6,2021 at 09:41 PM 3
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Packet Pg. 273 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
791.5k
IMPRESSIONS Last Mont h (Apr 1 -30)c
▲15%
Com pare:686.3k
Apr 4 Apr 7 Apr 25 Apr 28
0
Apr 1
100k
200k
300k
Apr 10 Apr 13
Impressions (QB)
Apr 16 Apr 19 Apr 22
Previous (M ar 1 -31)
In the month of April,the Winter campaign completed it's ight while we began
running the LGBTQ focused campaign across Facebook and Instagram.
Results:
-791,500 Impressions,a 15%increase over the previous month.
-7,318 Clicks,a small 15%drop from the previous month.We can attribute this to
completing the Winter campaign and focusing more on the awareness portion of
the LGBTQ campaign.
-With the decrease in Link Clicks, we did see a drop in the CTR of the Winter
campaign,seeing it nish at 1.94%when retargeting the engaged users.The LGBTQ
campaign has registered a very strong 7.59% CTR, well above the 0.9% travel
industry benchmark.
Δ
CCT 0209 FY21 LGBTQ Traffic (23847010194300191)7.59%
CCT 1529 FY21 Winter Traffic (23846585491010191)▼24%
CCT 0209 FY21 LGBTQ Engagem ent (23846900574830191)
CCT 0209 LGBTQ Engagem ent (23846900574830191)
1.94%
0.63%
0.63%
CCT 1529 FY21 Winter Engagem ent (23846434860830191)0.28%▲48%
CTR (LINK CLICK-TH ROUGH RATE)BY CAM PAIGN Last Mont h (Apr 1 -30)c
Campaign Last Month7,318
LINK CLICKS Last Month (Apr 1 -30)c
▼15%
Com pare:8,573
Apr 4 Apr 7 Apr 10 Apr 13 Apr 16 Apr 19 Apr 22 Apr 25 Apr 28
0
Apr 1
500
1,000
2k
Clicks (All)Previous (Mar 1 -31)
Facebook Ads -M etrics K last update May 6,2021 at 09:33 PM 3
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Packet Pg. 274 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
340.7k
POST ENGAGEM ENT
Last M ont h (Apr 1 -30)c
▲42%
Compare:240.6k
Apr 29
0
Apr 1
125k
100k
75k
50k
25k
Apr 8 Apr 15 Apr 22
Po st Engagement Previous (Mar 1 -31)
IM PRESSIONS Last M ont h (Apr 1 -30)c
791.5k
▲15%Compare:686.3k
Facebook Ads -Creat ive K last update May 6,2021 at 09:19 PM 3
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Packet Pg. 275 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
#NAME IMPR.CTR
/Winter FY21 1530 40,985 3.98
2 Weddings FY21 1349 12,081 3.71
3 CCT LGBT Q FY21 0208 32,537 2.25
4 CCT Meeti ngs and Sports 0079 229.3k 0.98
5 CCT Leisure Golf 1496 270.5k 0.91
CAMPAIGNS OVERVIEW
Last M ont h (Apr 1 -30)c
AVG.CPC Last M ont h (Apr 1 -30)c
$0.73
▲9%Compare:$0.67
585.4k
IMPRESSIONS Last Mont h (Apr 1 -30)c
▲1%
Com pare:581.4k
Apr 4 Apr 7 Apr 25 Apr 28
0
Apr 1
40k
30k
20k
10k
Apr 10 Apr 13
Impressions
Apr 16 Apr 19 Apr 22
Previous (Mar 1 -31)
6,274
CLICKS Last M ont h (Apr 1 -30)c
▼12%
Compare:7,107
100
200
300
400
500
0
Apr 1 Apr 5 Apr 9 Apr 13 Apr 17 Apr 21 Apr 25 Apr 29
Clicks Previous (Mar 1 -31)
IMPRESSION BY CAMPAIGN
Last M ont h (Apr 1 -30)c
CCT Leisur…
46.2%
CCT Mee…
39.2%
CCT LGB…
5.6%
Winter…
7%
Weddings FY21 1349
2.1%
585.4k
Total
Paid Search -Google K last update May 6,2021 at 09:16 PM 3
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Packet Pg. 276 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
TOURIST TAX COLLECTIONS
Collier County Tax Collector
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ParadiseCoast.comMonthly Report
April 2021
Naples, Marco Island & the Everglades CVB
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Packet Pg. 283 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
AgendaApril 2021 Web Report
1.Website Performance
2.Personalization Performance
3.Recommendations
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April Site Performance
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Website Visits Over Time
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April Website Visits By Day
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Packet Pg. 287 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Overall Performance
2021 2020 2019
●Visits:118,115 +77% +17%
●Pageviews:212,014 +121%+4%
●Pages/Visit:1.79 +25%+0%
●Time on Site:1:23 +29% +0%
●Bounce Rate: 61.5%-8% -0.01%
●Homepage BR: 49%-11% -11%
Activity & Engagement (YOY Comparison)
0
20000
40000
60000
80000
100000
120000
April 2019 April 2020 April 2021
TOTAL VISITS YOY COMPARISON
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Packet Pg. 288 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Organic Performance
2021 2020 2019
●% of Total Visits: 66%
●Visits:77,512 +74% +19%
●Bounce Rate:55%-15%-0%
Organic Activity & Engagement (YOY)
0
10000
20000
30000
40000
50000
60000
70000
80000
April 2019 April 2020 April 2021
ORGANIC VISITS YOY
COMPARISON
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Packet Pg. 289 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Signals of Intent to Travel (SITs)
Goal Completions (YOY Comparison)2021 2020 2019
●Guide Order Form Submissions: 699 +148%+14
●Newsletter Signups:261 +57%+17
●Deals Pageviews:2,698 +372%–16%
●Hotels & Rentals Listings Pageviews:3,186 +159% –10%
●eBook Views:291 +322%+39%
●Total Conversions: 7,135 +312% –8%
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Packet Pg. 290 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Top Pages
Across All Traffic Types
1.Homepage 14,180 views
2.Events landing page 9,677 views
3.Explore Naples Safely landing page 6,759 views
4.Celebrities in Naples article page 4,889 views
5.US Pickleball Open event listing 4,832 views
6.Discover Marco Island article page 4,636 views
7.Coronavirus Info landing page 4,211 views
8.eNewsletter Sign-up page 3,677 views
9.Marco Island landing page 2,792 views
10.Beaches landing page 2,736 views
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Packet Pg. 291 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Top Geo Markets
o Top State Markets:
•Florida
•New York
•Illinois
•Georgia
•Ohio
o Top Cities:
•Naples
•Miami-Fort Lauderdale
•Tampa-St. Pete
•NYC
•Orlando
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Packet Pg. 292 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
International Markets
•PORTUGUESE:
Visits:192 +46%
Time on Site:2:34 -20%
Bounce Rate: 65%
-4%
•SPANISH:
Visits:1,946 N/A
Time on Site:1:37 N/A
Bounce Rate:59%N/A
•GERMAN:
Visits: 1,087
+170%
Time on Site:1:05 -28%
Bounce Rate:71%+7%
International Sites (YOY Comparison)
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Packet Pg. 293 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Book Direct Performance
o BookDirect Widget Searches: 1,330
2,285
o BookDirect Click-Thrus (Referrals to Properties):1,065 894
o Average Time Spent on Results Page (All Devices): 4.9 min 1.0 min
o Bounce Rate (BR): 36.06%72%
o Search-to-Referral Ratio:
Overall:80%39%
Desktop:154%97%
Mobile:22%24%
Activity & Engagement (YOY 2021/2019)APR 2021 APR 2019
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Packet Pg. 294 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Personalization & Optimization
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Packet Pg. 295 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Personalization & Optimization
Segment Impressions CTR %
Local 1,937 1.03%
Drive 2,781 1.11%
Atlanta 324 1.54%
NYC 1,395 2.8%
NE General 1,501 3.53%
Chicago 647 3.43%
MW General 1,105 3.4%
Segment Impressions CTR %
Other 3,370 2.73%
UK 127 10.24%
PT-BR 18 5.56%
DE 43 6.98%
SPA 83 7.23%
eNews fly-in 28,519 9.28%
Events fly-in 6,456 13.63%
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Packet Pg. 296 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Personalization & Optimization
PC = Personalized Content
Pages Per Visit
o Didn’t see PC: 1.2
o Saw PC: 3.0 +69%
o Clicked PC: 4.7 +160%
April Engagement
Average Time Spent
o Didn’t see PC: 0:32
o Saw PC: 3:06 +124%
o Clicked PC: 4:19 +211%
Bounce Rate
o Didn’t see PC: 77%
o Saw PC: 29% -52%
o Clicked PC: N/A
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Packet Pg. 297 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Content Recommendations
●The term “Florida Fishing” averages 6,600 searches a month, and the fishing license info page ranks #11. Review content for accuracy and add more links to promote related internal site content (in-line and via the editorial promo component).
●The term “Naples Farmers Market” receives 1,300 searches per month. New content could be a roundup of recurring local farmers’/craft markets, including key details on when they operate and what types of vendors to expect.
●Add content related to families, i.e. free & affordable family fun, top resorts for families and kid-friendly dining options.
●Continue updating Paradise is Open / What to Expect page as the situation evolves (face covering ordinance should it sunset, etc.).
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Packet Pg. 298 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Key Takeaways
Conclusions & Takeaways
●As expected, traffic rose substantially over April 2020,
the first full month of the pandemic in the U.S. In terms
of visits, April 2021was the strongest April in at least
the past five years.
●Visits were down MoM, a reflection of seasonal ebb
and flow of traffic as well as a drop in campaign traffic.
●Organic visits rose over both 2020 and 2019, and this
source had the lowest bounce rate of the four major
traffic sources.
●Goal completions saw double-and triple-digit YoY
gains.
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Packet Pg. 299 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
ON LINE HOTEL BOOKING SERVICES
Book Direct-JackRabbit Systems
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2nd QUARTER 2021 REPORT
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Packet Pg. 302 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
The second quarter events at PCSC saw a mix of new self operated tournaments,new partnerships with organizations who brought existing events to SWF from the
East Coast of Florida and a bevy of showcases and camps.In total over 5000 families came to Collier County instead of playing on the east side of the state with these
replaced events.While the plan was for these events to be a one year move,two of the events are working with us to set up roots at PCSC for years to come while
re-branding to highlight SWF.The addition of the CCPS Middle School Soccer league allowed all schools to come together on one night and play their league games
over eight Wednesday evenings,bringing over 1500 Collier County residents to the complex each week.Rounding out the offerings were two events in partnership
with the United Arts Council;Mardis Gras and St.Patrick’s Day.These events combined music and arts along with themed food,drinks and activities for all ages.
The current pandemic did impact the full schedule as Spring Training Lacrosse events featuring schools along the east coast of the US,all canceled due to travel
restrictions with the public and private schools.These are all on the books for 2022 and will fill up weekdays during late January into February of 2022.
The Cove,The Factory and National Fitness Court are all gaining traction.The Factory has shown growth in memberships and added an offering of specialty training
sessions from cardio,dance to fitness for kids.The community space at The Cove has hosted groups for community meetings,service organizations,banquets,and
birthday parties.The Friday Night Sunset and Music series at The Cove is was so successful that we have expanded to Saturday nights.Added theme nights during
the week to drive traffic in the evenings.
Safety of all visitors to the complex is paramount to protect the brands.COVID-19 guidances ruled operations which included communication with guests and working
with partners during their events to enforce policies.The constant changes in regard to guidances are managed and communicated from the complex website:https://
www.sportsforceparksnaples.com/news/covid19-update-florida .At SFP our organization has high standards of cleanliness,which assists with illness prevention.438
TEAMS
20,688 59,477
LOCAL VISITORS TO TAL VISITORS
7178
PARTICIPANTS
25,111
SPECTATORS
101,410
TO TAL VISITS
2nd Quarter Review
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Packet Pg. 303 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
List of Events
Weekend Tournaments and Events
•Soccer Youth Gold Cup •LAX Masters Boys Showcase
•Soccer Masters Girls Showcase •Soccer Masters Boys Showcase
•Naples Soccer Cup (3 weekends)•LAX Masters Elite Camp
•Weston Cup •Champions Club League Adidas Cup
•United Soccer Cup •Stovi Stars Camp
•Naples United Friendlies •Sharks Cup
Events and Use Monday thru Thursday
•Azzuri Soccer Club •Naples Hurricanes Youth Football
•Bolivia Soccer •Galacticos Soccer Club
•CCPS Middle School Soccer League •Mason Classico School HS Soccer Practices and League Games
•Florida Stingray’s Football •Kornblue Kicking training
•Naples United Futbol Club •Naples City Futbol Club
Hotel Impact*
PCSC events:2837 room nights and $456,399.00 in hotel revenue
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Packet Pg. 304 Attachment: Marketing Partner Reports Part 2 (15956 : Marketing Partner Report - Part 2)
Looking Ahead -3rd Quarter FY 2021
Paradise Coast Sports Complex will add another robust offering of new events to the complex during the third operating quarter of 2021.New
sport offerings such as 7v7 football,3v3 and 5v5 soccer,a cornhole tournament,a flag football tournament and a robust offering of summer
camps.
Soccer fills the first half of the quarter as we will have three tournaments,all new to the market,including an event in late April where will host
over 250 teams.The late May soccer tournament is seeing teams from Illinois and Minnesota signing up.
During the week local use by the Naples United and Naples City Futbol Clubs soccer training along with training for local sports organizations
which will continue to cover the fields.This quarter will see community events such as an Eggstravaganza,sports league banquets,community
group meetings and the TDC broadcasting their April meeting from The Cove.Other community events are in the final stages of planning and
could include;Health and Wellness Fair,Food Festivals and Concerts.
The FUEL foodtruck will make its debut during the quarter offering a rotating mix of delicious offerings at The Cove and other locations.The
Stadium will open during May.The PCSC team is planing operations to ensure all events get a world class experience when in the stadium.
League play by the NUFC and NCFC along with a High School graduation will be some of the first events to use all aspects of the Stadium.
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1st Quarter -P&L
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VISITATION
APRIL 2021
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4578 TOTAL VISITORS IN APRIL
April 2020 April 2021
Collier Museum at Government
Center 0 623
Naples Depot Museum 0 493
Marco Island Historical
Museum 0 1753
Museum Of The Everglades 0 1432
Immokalee Pioneer Museum at
Roberts Ranch 0 277
TOTAL 0 4578
*All museums were closed due to COVID 3/28/2020 and reopened 6/5/2020.
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
January February March April May June July August September October November December
Year -to-Date Visitation
2018 2019 2020 2021
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Where are you from?
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How did you hear about us?
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Please explain
why you
would or
would not
recommend
this museum
to others.
PLEASE EXPLAIN WHY YOU WOULD OR WOULD
NOT RECOMMEND THIS MUSEUM TO OTHERS.
Very interesting
So interesting information; a great lol info
Florida,,’s past.
It’s good
Well done, lots of different info
Lighting is too lpw
It was educational in history and our past
people
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Please explain
why you
would or
would not
recommend
this museum
to others.
Please explain why you would or would not recommend this museum to
others.
History. Live here 40 years. Love the resources
I would recommend this museum because you
learn history and help reflect in the future.
Very interesting exhibits to learn about the
history of southern Florida
Beautiful history
Excellent history lesson,
Great displays of important local history
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Please rate
your overall
experience
with this
Museum.
#Field Minimum Maximum Mean Std
Deviation
Variance Count
1 Please rate
your overall
experience
with this
Museum.
1.00 5.00 4.80 0.60 0.36 79
4.80 of 5.0 Satisfaction
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How
satisfied
were you
with the
service you
received?
#Field Minimum Maximum Mean Std
Deviation
Variance Count
1 How satisfied
were you
with the
service you
received?
1.00 5.00 4.83 0.42 0.17 59
4.86 of 5.0 Satisfaction
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How likely are you to recommend this Museum to a friend or
colleague?
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CURRENT
EXHIBITS
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April 6 –July 10, 2021
Marco Island Historical Museum
FISH, FRUIT AND FINE DINING: MARCO ISLAND’S
FOOD CULTURE
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May 1 –August 28, 2021
Naples Depot Museum
ADORABLE MONIQUE : CONNECTIONS IN NATURE
ADORABLE MONIQUE : CONNECTIONS IN NATURE
May 1, 2021 through August 28, 2021
Naples Depot Museum
Connections in Nature explores aspects of our natural world and the
human experience with it,aspiring to reveal the inner beauty of the life
and fertility that our region’s environment sustains.The Everglades,
from where much of artist Adorable Monique’s inspiration lies,is
represented in the vibrant palette and bold styles she was influenced by
while growing up in Central America.The trees,mangroves,birds and
other fauna off this unique ecosystem are highlighted by vibrant
expression,movement,and contrasts of light.
Adorable Monique is an award-winning artist based in southwest
Florida.Born in Chicago,she was raised abroad in Central America.
Her upbringing surrounded by different cultures and diverse ethnic
groups has profoundly influenced her understanding of art,culture &
color,inspiring her to embrace many artistic customs and values.Her
time in Central America especially allowed her to identify with and find
appreciation for both the agricultural and natural environments in
which she grew up.Having received her degree in Fine Arts &teaching,
Adorable Monique is continuously pursuing success in personal,
professional,and artistic endeavors and the cultural experience itself.
All Collier County museum locations offer free admission.
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April 6 –May 25, 2021
Collier Museum at Government Center
CONEY ISLAND: VISIONS OF AN AMERICAN DREAMLAND
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Through May 29, 2021
Museum of the Everglades
EVERGLADES OASIS : PLUMBING THE DEPTHS OF
DEEP LAKE’S HISTORY
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May 1 –July 17, 2021
Immokalee Pioneer Museum at Roberts Ranch
ON THE HOOF: PORTRAITS & LANDSCAPES
BY JO -ANN SANBORN
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THANK YOU
Questions?
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05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 11.A
Item Summary: Tourism Staff Reports
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/17/2021 10:39 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/17/2021 10:39 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/17/2021 10:40 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 05/17/2021 10:54 AM
Tourism Jack Wert Director Completed 05/17/2021 11:28 AM
County Manager's Office Sean Callahan Executive Director Completed 05/18/2021 9:09 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/18/2021 9:43 AM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
11.A
Packet Pg. 325
DIRECTOR ACTIVITIES- Jack Wert- April 1-30, 2021
PERIOD AT A GLANCE 2021
2020
Number of Advocacy Contacts 15
4
Number of Trade Show/Conferences 3 0
Number of Tourism Industry/Inter Div. 12
9
Number of PR Interviews/Communications 15 16
1
Advocacy
• Collier Chapter - Florida Restaurant & Hotel Association Board Meeting
• Bi-Weekly Meetings with Emergency Ops on COVID-19 situation (2)
• Destinations International Advocacy Committee Weekly Meetings (4)
• Sunshine Sports Council Weekly Conference Call on status of events & protocols (4)
• Monthly Partner e-newsletter on COVID-19 response
• Mote Marine Florida Sea Rise Study update
• FGCU President’s Advisory Council meeting to discuss future University plans for student part
time employment opportunities
• Attended presentation of Paradise Trail plans update
Trade Shows/Tourism Industry Conferences
• Attend Exhibitions & Conferences Industry Update- Virtual event
• Attend the Evolution of Travel Virtual Conference by Travel & Leisure
• Taped welcome to HISAC Conference at Naples Grande
Tourism Industry & Intra-Division Meetings
• Zoom Webinar with Partners on COVID Recovery plans
• Parks & Recreation Sports Weekly Event Reviews (2)
• Sports Marketing Team Monthly Conference Call to discuss sports marketing plan
• International reps update call for PR opportunities with UK, Europe& LATAM reps
• Weekly Tourism Division Staff Meetings (4)
• Destinations International CEO Updates Conference Call
• Arrivalist Research Review for destination visitation trends
• Attended presentation of See Source website platform for future data collection
Promotional Activities/Special Events 8
1
11.A.1
Packet Pg. 326 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Director Activities- Cont.
Public Relations/Communications
• Media interviews: WINK; NBC-2; ABC-7; Fox News, Naples News (2), Bob Harden; Florida
Weekly, Gulfshore Business (8)
• Weekly Calls with Lou Hammond Group and Paradise Advertising on Coronavirus response (2)
• Gulf Coast Regional CVB PR Conference Call on Coronavirus & Manatee Cty. Dam Crisis (2)
• Conference Calls on COVID response with US Travel Assoc, Destinations Intl., Destinations
Florida, VISIT FLORIDA, Brand USA (5)
• FL PR Association presentation prep for COVID response (2)
• Dave Daubert Golf Influencer for Chubb Classic on line story posts
• Conde Nast media promotions review with Heather Stoll-deArmas
Promotional Activities/Special Events
• Community Message taping for Chubb Golf Classic at Tiburon
• Attend Chubb Classic event at Tiburon
• Present trophy to winning First Tee Golf Champion Chicago Chapter at Quail Creek CC.
• Attend US Open Pickleball Championships
• Meeting with Pro Watercross event organizer
• TDC Meeting at Paradise Cost Sports Complex
• Baker Museum Opening of Two Decades of Relevance
• Recorded interview with UK Journalist Graham McKenzie on golf and travel future planning
11.A.1
Packet Pg. 327 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
DEPUTY DIRECTOR ACTIVITIES – Paul Beirnes – April 1 – 30, 2021
TASK 2020 2021
Strategic Planning Projects - 16
Collateral Development - 6
Staff Planning & Development - 8
New Projects - 7
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:
Current and Upcoming Significant Strategic Initiatives
2021 Strategic Recovery Plan: A detailed recovery plan was developed over the past 3 months and is
currently in the execution mode. Continue to lead the team in the development and execution of the
plan capitalizing on the ability to educate, inspire and communicate the destination to targeted
audiences to catapult the destinations recovery.
How To Do Florida TV show: Leading in the development, scripting and strategic focus of a 30 minute
televised destination focused episode. Show will air in the Southeast USA on Fox Sports late summer.
Develop Sports media Plan: In order to elevate the consideration of the region for future sports events,
a concentrated media buy has been launched that will run May through the end of September with a
concentrated focus on showcasing not only our rectangular field capabilities but increasing the
consideration of the region for non-traditional and incremental sporting events.
Nationally Syndicated Radio Remote Broadcast: Leading in the negotiations and logistics surrounding a
week-long nationally syndicated radio broadcast showcasing and promoting the breadth and depth of
the destination. Timing late July 2021
Trade Shows / Tourism Industry Conferences
Tourism Industry & Intra-Division Meetings
• Monthly team meeting with Sports Force Inc
• Bi-weekly Meeting with Parks & Resorts – upcoming events
• Attend monthly Sunshine Sports Council meeting
• Attend weekly County EOC Covid-19 conference call
• Attend monthly TDC meeting
• Attend monthly CVB Partner Recovery zoom meeting
• Attend monthly Florida DMO crisis call
• Meet with hotel partners to discuss the hosting of an upcoming radio broadcast
• Present to the CVB Partner Recovery webinar regarding “Thinking Beyond the Traditional Hotel
and Attraction packages”
• Attended numerous presentations on European trade training module
• Met with representatives from Connect Meetings regarding upcoming 2021 Connect Events
11.A.1
Packet Pg. 328 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Staffing / Development
• Review, provide feedback and approve division Controls
• Conduct weekly scheduled one on one meetings with each of 8 staff reports
• Lead in the onboarding of new PR Manager
• Conducted assigned / required Collier University training
• Responsible for orchestrating the onboarding of new PR Manager
• Assisted with the development of a business travel case proposal
Strategic Implementation
• Part of the selection meeting regarding Research RFPs. Attended selection finalist presentations
• Providing the lead direction for the 2020 Annual recap video creation
• Led in the application of a Logo development / brand standard guidelines
• Aligned with executive leadership team associated with CHUBB Classic to ensure optimal brand
exposure for the destination within broadcast
Marketing / Public Relations/Communications / Sales
• Bi- weekly PR agency meeting
• Monthly Paradise Advertising agency meeting
• Strategic input on Personalization Panels for website
• Strategic guidance on all meeting and leisure email blasts
• Lead in the provision of B-roll and scripting for the upcoming CHUBB Classic
• Point of contact for Destination influencer attending the CHUBB Classic
• Continue to work with the producers of How to Do Florida TV show on the development of
scripting
• Attended the First Tee Youth golf clinic as well as youth athlete/parents welcome dinner to
represent CVB
• Hosted golf writer and influencer Dave Daubert while he attended the Chubb Classic Pro-Am
tournament to showcase the breadth and depth of golf in Florida’s Paradise Coast
• Met with the executive VP of Eiger marketing to discuss the future timing of the Chubb Classic
• Continue to lead the development of a 2020 year end recap video
• Meet with leadership of Arrivalist to discuss emerging site needs
• Led in the development of a 2021 Sports recovery media buy
• Provide team with regular data insight and market intelligence
Collateral development
• Assist in the development of a joint County / Tourism / Chamber of Commerce branding ad
designed to appeal to relocating businesses
• Lead in the strategic review and creation of division wide collateral/ emails/ branding/ creative
development/ copy development
11.A.1
Packet Pg. 329 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
GROUP MEETING SALES REPORT
Lisa Chamberlain – Group Sales Manager
Reporting Period: April 1 – 30, 2021
2020 2021
Number of Meeting Planner Contacts
56 direct contacts Debi 36
Number of RFP leads sent to hotel partners
15 leads – slowed down
due to Coronavirus 19
52 Leads sent
$25,830,634.75 estimated Econ impact
Number of Groups booked
0 booked note: 20 groups
cancelled this period and
15 turned lost (that were
booked then lost all due to
coronavirus
1 groups booked
Total Room Nights/Econ. Impact for Period
booked
1 booking on Midwest
report
$330,331.78 direct spending
276 total room nights booked
Number of RFP Enhancement (RFPE)
Requests
0 1 Rotary
Number of RFPE’s to Contract
1 pending rebook 1
Client Site Visits & FAM’S
All sites cancelled CHEMSTATION Site Nov 2021
Hotel Partner Site Visits 0 1
Number of Shows Attended Two virtual trade
shows/conferences
completed
0
VIRTUAL EVENTS ATTENDED
The CVENT Source: Group Business Insights, April 2021
Destination International’s Convention Sales & Services Summit
SALES ACTIVITIES
Connecting with and assisting meeting planners who have submitted RFPs.
• 4/1: Personalized Welcome Video Message by Jack for H-ISAC Group event coming up at Naples
Grande Beach Resort Northstar Webinar Sponsorship Plan with Paradise Advertising
• 4/5: Visit Florida Coffee & Questions with southern region rep, Lindsay Norris
• 4/5: iDSS/Tempest meeting with Chris Mateer
• 4/7: Destinations International Convention Sales & Services Summit
• 4/9: Meet & Greet client Brenda Glass and Rotary 6950 group at Naples Grande – working with her
to bring ANOTHER Rotary Group here in September
• 4/12: Strategic Recovery Plan
• 4/12: IRF Educational Invitational AND Destination Southeast Planning calls with JW Marriott
• 4/13/2021 Attended Chubb Women’s Leadership Summit at Arthrex complex
11.A.1
Packet Pg. 330 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
• 4/21: April 2021 Partner Recovery Zoom Call
• 4/22: Society of Incentive Travel Excellence’s SITE Global SITE All NITE sponsorship of 2 wellness
spots presented by Maura Zhang. Filming at JW Marriott Marco Island
• 4/23: Visited Pickleball Championships event
• 4/26: Presented Group Sales update at monthly Tourist Development Council at The Cove at Paradise
Coast Sports Complex
• 4/27: Planning with Maura Zhang for WILMI Women in Leadership Meetings & Incentive Event 5/18
• 4/28: SITE Global’s SITE All NITE event – sponsorship w/ Maura’s wellness yoga videos and
interacted w/ participants
• 4/28 & 4/29: Site Inspection for CHEMSTATION with Hanna Griffen Hiatt at Hilton Marco Island and
JW Marriott Marco Island - group for November 2021 158 total room nights
• 4/30: Met with Michelle’s clients in town and visited Inn of Naples
• Contacting with planners who have submitted RFPs;
OBSERVATIONS/TRENDS
Noticeable increase in number of RFPs being received, many are smaller corporate and incentive groups,
however larger meetings are being sourced, as well. It is currently challenging to find availability for meeting
space/dates in Jan/Feb/Mar 2022. Meeting Planner clients are feeling more confident with traveling to
shows, as well. Many meeting planners report more positive outlook, however still not being able to
consider or contract for any meetings beyond March 2022, until they see what next few months look like.
Industry counterparts have been traveling and attending tradeshows and conferences, with plans to continue
attending in person meetings.
UPCOMING STRATEGIC INITIATIVES
After recent county approval for in state travel through September, goal is to not only connect with clients at
events, but pre and post. Preparations underway to register, complete travel requests, etc. to attend future
events such as: WILMI Women in Leadership Meetings & Incentives May 18th ; IRF Incentive Research
Foundations’ Educational Invitational June 2-4; Prevue Meetings Innovate! Summit June 26 & 27; FL Society
of Association Executives’ FSAE Annual Conference June 29 – Jul 1 and Connect Meetings Aug 30 – Sept 1.
Working with Dyhalma Torres of HelmsBriscoe and Maura to schedule HelmsBriscoe webinar in June.
Continue outreach to clients via email blasts; Webinars, and personal email/phone. Working with Paradise
Advertising on social media content for LinkedIn posts; highlighting relevant educational content in my
monthly posting, and continuing with advertising message of safety, with Paradise Pledge, and ‘Only Paradise
Will Do. ongoing review and approval of monthly Meeting e-Scapes, Consumer e-scapes, Prevue e-blast,
BizBash Ad
Monitor status and registration numbers for upcoming industry events scheduled to be held in person over
the coming months. 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. 331 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero
Reporting Period: April 1 - 30, 2021
PERIOD AT A GLANCE
2020 2021
Number of Travel Agent Contacts
635 Virtual 1288 virtual
Number of Tour Operator Contacts
0 0
Number of FAM’s/Site Visits
0 0
Number Trade Shows Attended 1 1
EVENTS:
4/13/2021 –. Women’s Leadership Conference - This was a live event that we were invited to as part of
our Chubb Classic Sponsorship. We had some fantastic speakers geared towards professional women in
the community. It was a great educational event.
4/14-15/2021 – Luxury Travel Expo – This was a virtual expo put on by the Northstar group. These were
all travel advisors that book luxury vacations to Florida. We had some fantastic questions on the
destination. Most travel advisors are hungry for information on Florida now that their clients are
preferring to stay domestically. We had 527 unique visitors to our virtual booth.
4/19/2021 – VF Coffee & Conversations: Monthly update with visit Florida partners. Sharing success
and difficulties.
4/20/2021 – Brand USA Focus on UK & Ireland. This is part of our Brand USA buy. The webinar
consisted of updates on the UK market. Our UK team also participated.
4/29/2021 – Summer Escapes Travel Weekly Webinar – This was an interactive roundtable webinar.
Participating were Tampa Bay, St. Pete/Clearwater, Fort Lauderdale, the Keys, Palm Beach, and us. We
each had to opportunity to talk about our destination and what makes us unique. It was a great format
with very engaged travel agents all looking for unique reasons to book Florida Summer Travel We had
761 engaged travel agents.
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.
4/1/2021 – Brand USA/Miles webinar: Highlights from the State of the International Traveler: What you
Need to Know About Global Travelers Now
4/2/2021 – TravelPulse podcast: What Does the Future Hold for Guided Tours?
11.A.1
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4/7/2021 – TravelPulse podcast: How Music and Travel Go Together
4/8/2021 - Podcast Interview: Elaine Schroth from Visit Concord.
4/13/2021 – Monthly update call with AVIAREPS Chile.
4/14/2021 – Altour webinar: Confusion & Controversy…What Potential Documents Might be Required
to Travel Post COVID-19? ~ Digital Health Passports / Travel Insurance / Medical Insurance.
4/15/2021 – Monthly update call with AVIAREPS Mexico.
4/16/2021 – Webinar Mexico office with Volaris travel agents.
4/16/2021 – Cvent Webinar: Group Business Insights, April 2021.
4/19/2021 - HootBoard Podcast: Blog Breakdown about Destination Marketing and Expanding Ideas
4/21/2021 – Monthly Partner Recovery Zoom Call.
4/21/2021 – Trade Secrets Webinar – Travel Insurance.
4/22/2021 – Zoom webinar: Exploring Vaccinations and Emerging Consumer Adaptations.
4/23/2021 – Zoom meeting to discuss potential travel agent training platform LVG.
4/23/2021 – Monthly zoom update with AVIAREPS Colombia.
4/28/2021 – Expedia webinar: Reigniting Demand for your Destination
LATAM Update
Ongoing support to the Argentina, Brazil Colombia, Chile, and Mexico office representatives. We have
several co-ops and events ongoing with the LATAM offices. Estimates and Activity Summaries submitted
for all.
Upcoming Strategic Initiatives:
May 13, 2021 – OTN Supplier Round-Up virtual trade show.
May 25 – 27, 2021 - Colombian tour operator FAM in partnership with Visit FL. There will be 5 key tour
operators and 2 VF staff.
11.A.1
Packet Pg. 333 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
PERIOD AT A GLANCE 2020 2021
Number of Travel Agent &
Tour Ops Contacts
20 0
Number of FAM’s/Site Visits 1 1
Number of Meeting
/Wedding Planners
1 0
Tradeshows 1 0
RFP’s Received 0 2
SPECIALTY MARKETS
Michelle Pirre
Reporting Period: 4/1/2021-4/30/2021
Webinars, Meetings
April 15, 2021 – Paddle with Pride Zoom with Everglades Area Tours, Parkway Motel & Naples Pride
organizing a Paddle with Pride in Chokoloskee for June 26, 2021
April 21, 2021 – Partner Recovery Meeting with local partners and CVB discussing new and ongoing CVB
efforts for the destination
April 21, 2021 – LGBTQ meeting with Paradise to discuss ideas for new LGBTQ imagery for campaigns
April 27, 2021-Meeting with Sales Team to brainstorm ideas for IRF Activations for sponsorship
LGBTQ
Passport Magazine Fam- The CVB escorted the Editorial Director and Publisher of Passport Magazine
through the destination April 28th-May 3rd. Fam included several dining experiences along with
attractions to be featured in the July issue of Passport Magazine
SMERF
The CVB began working on the SMERF Market in April. Registering for memberships to different SMERF
organizations and reaching out to members to introduce ourselves. We received 2 RFP’s from those
prospecting attempts in April.
Upcoming Strategic Initiatives:
June 12, 2021 – St Pete Pride Family Week Signature Event
June 19, 2021 – St Pete Pride Arts & Culture Event
11.A.1
Packet Pg. 334 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Sports Marketing Report for May 2021 TDC - Nikki King
April Sports Events & Activities
The US Open Pickleball Championships Delivers Once Again
Over 2000 athletes competed for a title at East Naples Community Park for the US Open Pickleball
Championships. The Pro finals were aired on CVB Sports Network. Economic Impact details will be
presented at the June or July TDC meeting.
The Parade of Flags from around the world by the US Open participants
The Chubb Classic returns to Naples for the 32nd year
The CVB was a media sponsor for this legendary stop on the PGA Champions Tour. The event was
hosted at Tiberon on the challenging Black Course for the first time. The CVB also hosted the Golf to
Paradise First Tee Champions Challenge for the fifth year. Top youth golfers representing twelve First
Tee chapters in eleven different states traveled to Naples for perhaps their first opportunity to compete
on a championship course.
The First Tee participants played three rounds on the challenging Quail Creek Country Club course, and
they also participated at a put pitch and drive clinic with three of legends of golf. The team from Chicago
won the Championship this year.
11.A.1
Packet Pg. 335 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
First Tee Challenge Championship at Quail Creek CC and Welcome Reception at the Cove inside
the new Paradise Coast Sports Complex
Sports Development Activities this Period – Nikki King
• 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 with Sports Force Parks & tourism staff meetings
• Updated Sports Website
• Attended weekly 1:1 with Deputy Director
• Updated Sports Marketing Collateral
• Met with Sports Force Parks and Lee Corrigan to discuss future opportunities
• Attended the Sports Complex TDC meeting
• Reviewed RFP’s from Playeasy
• Attended US Open Pickleball
• Purchased ad and Advertorial in the Soccer and Lacrosse Fields & Facilities Sourcebook.
11.A.1
Packet Pg. 336 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Upcoming Sports 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 to be shared with Sports Force Parks and Parks & Recreation
on maximizing the use of our sports facilities in 2021. We will be forward focused to impact the sales of
traditional and non-traditional sporting events occurring across the entire destination as well as within
the Paradise Coast Sports Complex. We will be strategically working together with all the support
operations in the County to our ensure marketing efforts are in line and leveraging opportunities to
reduce costs and add value to the community.
Enhance our destination profile on the Playeasy platform brought to us by Sports ETA. This will enable us
to connect with all sports rights holders and to receive and request their RFP’s. This platform also will
allow rights holders to find our destination because our profile matches their needs, send us RFP’s for
their events, and begin a dialog to attract their events here.
11.A.1
Packet Pg. 337 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
11.A.1
Packet Pg. 338 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
PR & COMMUNICATIONS ACTIVITY REPORT- Maria Power/Sandra Rios
PERIOD AT A GLANCE
APRIL 2021
Media Interactions from CVB PR
April 2021 – 206
April 2020 – 332
APRIL 1-30, 2021
Journalists/Influencers Hosted
April 2021 - 1
April 2020 – 0
APRIL
1) David Daubert - golf influencer covering the
Chubb Classic. He submitted articles to a
variety of publications including:
eSouthernGOLF.com; FloridaGolfer.com;
GolfTrips.com; Golf Coast Magazine;
NewEnglandGolf.com;
2) Robert Adams – Passport Magazine – focus
on LGBTQ community.
Networking / Events / Professional Education
1) Attended Chubb Classic
2) Toured US Open Pickleball Championship
event – met with event organizers.
3) Participated in PRSA hosted “Growing
Climate Solutions / Path to Positive 4/27”
panel discussion – Naples-based initiative
geared towards educating regional
businesses and residents about climate
change related issues.
Website Listings, Events and Deals 1) 146 Listings, events and deals added or
changed in April.
International Public Relations 1) Recorded video welcome with VISIT USA
team for upcoming media mission that will
host multiple journalists representing media
outlets in the UK and Ireland.
2) Hosted Zoom meeting with our International
PR reps from Latin America (Brazil, Chile,
Columbia, Argentina, Mexico), UK, Ireland,
Germany. We were able to gather real-time
updates on the status of the COVID
restrictions in each country. We will
continue to host calls on a regular basis to
try and establish timelines for increased air
travel and visitation.
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Packet Pg. 339 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Local Public Relations Update 1) Contacted WEDU/ PBS TV regarding
upcoming opportunities to showcase our
destination.
State of Florida Public Relations Update 1) Hosted Visit Florida PR Team on a Zoom call
to discuss upcoming sponsorship and
partner opportunities for spring and
summer promotions.
Publicity Highlights
1) HGTV's Smart Home in Eagle Creek;
Residence part of prize package worth
$1.1M-plus, published in the Naples Daily
News
Publicity Value: 5,268.62
Audience Reach 73,000
2) Naples Design District could get a brewery
published in the Naples Daily News and The
News Press
Publicity Value $10, 478.89
Audience Reach 127, 000
3) The Golf to Paradise-First Tee Champions
Challenge returns published in Naples Daily
News and The News Press
Publicity Value: $15,439.01
Audience Reach: 127,000
4) Bigger, better; U.S. Open Pickleball returns
to Naples after COVID hiatus published in
The News Press and Naples Daily News
Publicity Value: $14475.42
Audience Reach: 127,000
5) Collier tourism is bouncing back; County
seeing higher number of Fla. Visitors
published in Naples Daily News and The
News Press
Publicity Value: 10, 382.27
Audience Reach: 127,000
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Packet Pg. 340 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Dave Daubert Golf Coverage
Tee off in Paradise
eSouthernGolf.com; FloridaGolfer.com;
GolfTrips.com; Golf Coast Magazine and
NewEnglandGolf.com;
Tee Off in Paradise – eSouthernGOLF.com
Golf in Naples, Marco Island and Collier
County By Dave Daubert (floridagolfer.com)
Golf in Naples, Marco Island and Collier
County By Dave Daubert (golftrips.com)
Tee Off in Paradise – Golf Coast Magazine
Tiburon Golf Club to host Chubb Classic April
12-16 | New England dot Golf
Database Management 1)The CVB PR department is currently
transitioning our Business Listing Database to
our iDSS database to consolidate our contacts
into one database for consistency.
2) The team is reviewing, updating current
media lists in Cision as COVID 19 had an impact
on media contacts at news and leisure outlets
on both a local and regional level.
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Packet Pg. 341 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
APRIL 2021 DIGITAL & SOCIAL MEDIA REPORT – BUZZY FORD
APRIL 2021
PERIOD AT A GLANCE
2021
2020
Twitter Accounts (3)
Twitter Tweets & DMs Sent: 58
Engagements: 484
Link Clicks: 39
Followers Gained: 24
Impressions: 23,731
Twitter Tweets & DMs Sent: 42
Engagements: 721
Link Clicks: 40
Followers Gained: 8
Impressions: 40,044
Facebook Accounts (5)
Facebook Posts Sent: 107
Engagements: 44,944
Link Clicks: 9,010
New Fans: 218
Impressions: 1,111,461
Facebook Posts Sent: 62
Engagements: 57,025
Link Clicks: 3,596
New Fans: 456
Impressions: 1,241,235
Instagram Accounts (3)
Instagram Media Sent: 29
Engagements: 1,078
Followers Gained: 81
Instagram Impressions: 40,411
Instagram Media Sent: 27
Engagements: 782
Followers Gained: 17
Instagram Impressions: 137,528
CrowdRiff 1k interactions and 27k views 9k interactions and 22k views
ThresHold360 8,184 Views / 1,359 Engaged Views 1,583 Views / 325 Engaged Views
Notable Tasks
• Red Tide Updates- 2-3 days per week
• IDSS API Review with Miles Team
• Conduct Facebook Live Broadcast
• Assist with broadcast of offsite TDC Meeting.
• ADA Website Work
• Domain Renewals
• 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.
• Social Media Boosting of Selected Website Articles.
• Conduct feasibility study of producing & hosting Paradise Coast PodCast
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Packet Pg. 342 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
VISITOR INFORMATION CENTERS (VIC) ACTIVITY
Valerie Nowottnick, Liaison
Reporting Period: April 1, 2021 to April 30, 2021
PERIOD AT A GLANCE
2020 2021
Meetings with Visitor Information
Center Staff & Volunteers
N/A
6
Volunteer Outreach Activities N/A 1
Promotional materials to VIC’s N/A See attached chart
Number of Visitors to all VIC’s N/A N/A
Meetings with Visitor Centers Staff & Volunteers
Due to all of my meetings in March with the various centers, the month of April was relatively quiet
except for a few brochure orders. I intend to visit the centers again in May to follow up for statistical
purposes as well as checking promotional material inventories.
Volunteer Outreach Activities
I reached out to a couple churches in April to see if anyone would be interested in volunteering at the
Naples Depot. I have not heard back. I will contact other resources suggested by Karen Connetta.
Promotional Materials Shipped
Promotional materials were shipped to RSW per request. I had delivered promotional materials to
most of the centers when I did my introductory tour in March. I am following up with the centers again
in May to check inventories.
Number of Visitors to Each Visitor Information Center
No visitor reports received to date from Visitor Centers. Although I promoted these forms to
the various centers during my tour in March, no one would commit to having them completed. In fact,
I received pushback from them as they claimed that they did not have the personnel or resources to be
compliant. I will need to discuss this with Jack Wert to see if it is viable going forward.
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Packet Pg. 343 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Additional Activities
• Visitor Information Forms: No forms were submitted due to the centers being
closed.
• Data Reports: Given that no statistical forms have been collected, I am unable
to provide data reports on visitors this month.
• Meeting Attendance: I have not been notified of any upcoming CVB meetings.
I will discuss future meetings with Jack Wert.
CVB Staff
Michelle ordered plexiglass map holders and newspaper racks to display the
visitor guides in the Visitor Centers. I will be providing an update report in May as to
placement of these racks and inventory of guides.
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Packet Pg. 344 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
APRIL 2021 PREPARED BY: UK & IRELAND OFFICE
HIGHLIGHTS OF THE MONTH:
Visit USA UK –Travel Weekly Aspire Event – 14 April 2021
Visit USA UK association offered an opportunity to participate with a virtual trade event targeting
Aspire publication (high-end market) for UK travel agents focused on selling USA. The UK &
Ireland office submitted a proposal and was selected. Following approval for the CVB we planned
and executed this event. The theme of the event was ‘Wide Open Spaces in the USA’ and our
team provided bespoke content for inclusion within the guide focusing on key post-pandemic
messaging, including wide open spaces, fresh sea air, miles of tranquil beaches, access to nature,
outdoor activities, and the Paradise Pledge with particular reference to high standards of
cleanliness.
The event also included a bespoke training video and additional assets were provided including
logo, promotional video, social media handles, website link and destination updates for inclusion
within the event marketing material. Additionally, Oonagh McCullagh participated with a pre-
recorded interview with Lucy Huxley, Editor of Travel Weekly.
Below: Example of the promotion prior to the event:
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Packet Pg. 345 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Below: Screen shot Oonagh being interviewed by Travel Weekly Editor:
UK & IRELAND MARKET UPDATE:
The UK continues to track well with recovery from the pandemic and, by the end of April, the
NHS had reached a milestone with over 50 million (over 50% of the UK population) having been
vaccinated - 15 million of whom are now fully vaccinated with a second shot. Another milestone
with Britain recording just one COVID death as infections fell to the lowest levels since last
September latest official figures showed.
April saw the biggest relaxation of lockdown and kickstart to the economy since before Christmas,
with the re-opening of gyms, non-essential shops, bars and restaurants for outdoor dining and
relaxation on socialising of mixed households. The next significant date is 17 May, which will be
step three of Boris Johnson’s roadmap. Indoor dining, cinemas and theatres will be allowed to
reopen along with other indoor attractions, and hotels and holiday accommodation will be allowed
to operate, marking a significant shift for the hospitality industry. Indications are that there is a
"good chance" that the social distancing rules that force people to remain at least a meter apart
maybe cancelled on 21 June.
The travel industry is eagerly awaiting the government’s next announcement early May, which
will lay out the traffic light system for international travel from 17 May. The system will have
green, which will be testing but no quarantine, yellow/amber which is testing and a 10 day at
home quarantine and red which is advisory against travelling to destination and a mandatory 10-
day quarantine at a government hotel, at a personal cost of £1,750. The USA is looking highly
likely to be listed as a green light country and we are already seeing this reflected in the bookings
(see Trade section for more information on this). There are rumours that a bilateral deal will be
struck with the UK to remove barriers to travel (which are currently much higher on the American
side than the British).
Britons could be allowed to holiday in Europe from as early as the start of June under EU proposals
laid out by the EU to ease Covid-19 travel restrictions, but it is likely that a large proportion of
Europe is looking likely to be on the government’s yellow list. A few key countries, including
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Packet Pg. 346 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Portugal and Greece, are looking promising for UK travellers, as are a number of destinations in
the Indian Ocean and Caribbean, so there will no doubt be a fiercely competitive market as green
countries vie for the attention of eager travellers.
The travel industry will benefit from the huge pent-up demand of savings that have been
accumulating for the past 12 months with 65% of the adult population having more immediate
disposable income to spend than at any other time in over 30 years. Also, the UK has experienced
the biggest increase in house prices since 2004 rising at over 10% pa and with the post Covid-
19 economy predicted to grow at 6.7% for the next 6 months (the highest growth rate since
World War Two) we are preparing for a consumer spending boom in the UK. This short-term
opportunity for the travel industry will present lucrative yields for destinations and resorts that
are able to service and accommodate the UK and Ireland traveller.
TRAVEL TRADE OVERVIEW:
April has been a month full of positivity throughout the trade. Operators are unanimously
reporting a shift in consumer behavior from enquiring to starting to book with some operators
reporting the largest increase in passenger bookings since July 2020.
In a study of travel searches and bookings in the first half of April, ADARA found that Brits
are overwhelmingly looking to travel to the US over Europe – with almost one in five
international bookings US-bound. Recruitment data shows that the number of new travel
trade jobs doubled in March, with a total the highest since the pandemic began, which indicates
that travel businesses are growing to cope with increasing demand.
Large OTA E-dreams Odigeo are reporting that travellers are looking to depart sooner than
previous years, with lead booking times being cut to weeks rather than months. This suggests
that countries on the ‘Green’ list will benefit from short term, if not immediate bookings.
British Airways is focused on trade relations as part of its pandemic recovery plan. Acknowledging
the importance of trade partners in the airline’s post-pandemic outlook, BA has outlined ambitions
to have the best sales team in travel and build back trade bookings, which make up the majority
of its business.
JetBlue continues aggressive growth in the UK market securing take-off and landing slots
at several UK airports, including London Heathrow. They plan to serve New York and Boston
initially, expanding routes once restrictions are lifted. As well as the route expansion they have
used the UK launch to promote Mint, their new competitive business class product with an all-
suite cabin boasting the largest TVs on a US Airline.
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Packet Pg. 347 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
EVENTS
UPCOMING
EVENTS
2021
DATE SPECIAL EVENT LOCATION
May/June Co-op promotion with Visit
Florida/TravelPlanners/USAirtours and THG
UK
May/June Co-op promotion with THG UK
May Distribute travel trade toolkit (part 1) to tour
operators and agents
UK & Ireland
May 5th VUSA Media Marketplace virtual networking
event
UK
17 May – 17 June Launch UK Facebook consumer promotion UK & Ireland
MARKETING/SALES/PROJECTS & ACTIVITIES:
Top of mind is the ongoing Travel Industry Recovery Plan – Covid-19:
Ongoing forward planning for the remainder of the year, following up on recent past events and
seeking new and creative opportunities to promote Florida’s Paradise Coast moving forward.
Virtually Yours Travel Show – 26 April
In collaboration with Visit Florida, the UK & Ireland office planned and arranged for Florida’s
Paradise Coast Director, Jack Wert, to take part in a sports/golf panel with TravelMole editor
Graham McKenzie during the new consumer and travel trade show – Virtually Yours. The show
was available to both the UK / US domestic and International markets and gave Jack the
opportunity to discuss the new sports complex, golf courses and other activities available to enjoy
across the destination.
Visit USA UK –Travel Weekly Aspire Event – 14 April 2021
See above details listed under ‘Highlight of the Month’ including interview recording on 1 April.
Brand USA Global Market Place – Focus on UK & Ireland 20-21 April 2021
Participated with this tour operator market industry update. Following up with operators
indicating positive signs for recovery and forward bookings. Notes are highlighted above under
Market Update in this report.
International PR Agency meeting – 28 April
The UK office participated with the international PR Agency meeting and provided a short
overview of the state of the market, PR and Travel Trade updates. It also offered us the
opportunity to meet with new PR and Communications Manager, Sandra Rios.
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Packet Pg. 348 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Visit USA UK Media Marketplace virtual Event- pre-recording 29 April
We secured the main sponsorship of this upcoming event on May 5th as approved via CVB.
Providing us with an ideal opportunity to showcase our destination – highlighting our key USP’s.
We negotiated to have three presenters to enable us to introduce newly appointed Sandra Rios
to UK media. We worked with the CVB to ensure the production company had our most recent
assets for the film production.
Facebook Promotion – UK – May 2021
As we continue to monitor the current status of the UK consumer, it is very likely that the USA
will be added to the governments “green list” on 17 May – we believe the most productive
timeframe for this upcoming Facebook consumer promotion will be from 17 May for four weeks
as holiday makers look to make their summer holiday bookings.
This activity is key to not only the growth of our digital communications and presence in the UK
at a pivotal time in the travel industry but also a great awareness driver for the destination, its
natural assets and highlighting the safe and welcoming messaging. Split into two parts, the
campaign assets will include the ‘Only Paradise Will Do’ video and a banner harnessing the
‘Paradise Pledge’ messaging. KPI’s will be measured on engagement.
Consumer Promotion – Kent County Cricket Club
We have been researching several interesting and new consumer promotional ideas. One is
with Kent County Cricket (KCCC), which is very widely followed and linked to the national
English Cricket Board (ECB). This promotion will not only allow us to promote the destination
overall but helps to draw attention to sports and the Paradise Coast Sports Complex.
This is an opportunity to capture hearts and minds of both consumer and the UK travel
industry, as it demonstrates support for grassroots sports - a key aspirational trend currently.
We are working to secure a tour operator partner.
Ongoing Collaborations:
Following up and maintaining regular outreach to our UK & Ireland trade suppliers – highlights
and meetings included but not limited to the below:
America As you Like it:
– Reviewing for additional activity
Virgin Holidays – followed up with recent assets including video x 2
BA Holidays – ongoing updates
Trailfinders – ongoing discussions
Travelplanners/ US Airtours
– Phase two almost complete – additional outreach including IP’s
- Addition opportunity with Visit Florida co-op – approved for May.
THG Holidays – Co-op activity approved will activate in May.
Platinum Travel – Ireland – ongoing follow up.
Bon Voyage – ongoing follow up.
NATS - ongoing follow up.
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Packet Pg. 349 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Tool Kit for Use: In the process and managing the collation of an active toolkit for the travel
industry of current and recent assets including Talking Points and ‘copy ready’ material for
websites and social outreach.
Zoom Meetings and Webinars
The team is in contact with tour operators and key members of the travel industry on weekly
basis. Webinars joined this month included:
• CVB Partners webinar – clash with another event – watched later.
• Travel Weekly – industry ready for travel.
Updates:
All industry updates forwarded to CVB for forward planning.
Mail House:
Distribution of CVB literature for consume and trade requests ongoing and completed.
MEDIA SUMMARY:
Trends
Ahead of the much-anticipated international travel corridor announcement on May 17, the media
has largely been publishing destination features based on industry predictions for the traffic light
system this month. The USA, Malta, Greece, Portugal and Barbados are amongst those tipped to
be on the ‘green list’ with publications such as The Times, Mail on Sunday and The Sunday
Telegraph all publishing their top 10 predictions highlighting what’s new, how to get there from
the UK and what the entry conditions are.
Domestic holiday coverage remains present across the travel pages as rules across England,
Scotland and Wales relax, seeing an increase in staycation features. In line with the ‘rule of six’
and ‘bubble households’, themes included self-contained accommodation (including caravans,
camping sites, boats and second homes) and destinations that easily allowed social distancing
and outdoor activities.
Transportation was a popular topic this month, with rail travel features trending across the
broadsheets. In addition, new airline route launches (domestic and international) from Jet2,
JetBlue, Ryanair and British Airways, made NIBs, as did continued calls from Virgin Atlantic for
the implementation of a UK-US travel corridor.
As they have been throughout the pandemic, features offering expert travel advice were also
popular with The Daily Telegraph, The Daily Mirror and Metro all reporting on ‘how to guarantee
a holiday this summer’. This included booking advice, answering reader queries and ‘12 questions
everyone needs the answer to before booking’ highlighting areas such as entry requirements,
passports and practical information.
Despite uncertainty surrounding travel, many destinations have used the media to release
statements announcing they are ready to welcome the return of UK travellers as soon as they
are ready to travel.
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Packet Pg. 350 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Media
Travel specialist magazine, Wanderlust, has recently welcomed a new Editor-in-Chief, George
Kipouros who intends to increase USA coverage and expand long haul features. The trade media,
meanwhile, saw a new addition with the launch of Travel Gossip entering with an official
website. Headed up by ex-Travel Weekly and TravelMole editors Linsey McNeill and Lisa James,
this is a new daily news service for the travel industry. Previously a Facebook group for travel
trade and operators to share the latest offers, news and content, the group launched a website
and daily newsletter this month to keep readers updated on industry developments.
The Luxury Travel Edit (LUTE) also launched in April. Spearheaded by ex-Telegraph luxury travel
editor now freelance travel journalist, John O’Ceallaigh, the website will publish luxury content on
a global scale through editorial and newsletters. Citizen Femme, a website aimed at proving luxury
travel guides for the female traveller, launched a new monthly newsletter titled The Agenda.
Finally, it was confirmed by Reach PLC – owners of the Daily Mirror, Daily Express, Daily Star and
People Magazine – that their staff will now work from home permanently, using the Canary Wharf
offices as an ad-hoc 'hub’.
PUBLIC RELATIONS ACTIVITY:
Individual:
● Florida’s Paradise Coast ready to welcome holidaymakers from the North of England
● 10 reasons why Florida’s Paradise Coast is an ideal post-pandemic holiday destination
● Florida’s Paradise Coast appoints new PR and Communications Manager, Sandra Rios
● What’s new this Spring on Florida’s Paradise Coast
● Florida’s Paradise Coast; an award-winning destination
● Visit Florida – submission for Press release
Multi-destination roundups:
● Socially distant picnic spots
● Socially distant swimming holes
● Gardens around the world (Gardening Week)
● Top Trails (National Walking Month)
● Foodie Facts (Vegetarian Week)
TravMedia Requests:
● Bella Magazine – Room with a view
● Irish Tatler – Unusual luxury hotel offerings and new guest experiences
● Telegraph – Serene new spa’s
● Time Out – International travel news
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Packet Pg. 351 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
Media Meetings
In April, the PR team held 1-1 virtual media meetings with a selection of broadsheet and
national, trade and lifestyle travel editors, and freelancers to discuss editorial opportunities for
2021. Media met with included:
● Andy Cooper, Editor – Life Magazines
● Nigel Thompson, Travel Editor – Reach PLC (Mirror, Express and Star)
● Fionn Davenport, Editor – Irish Travel Trade Network
● Jillian Bolger, Editor – Irish Tatler
● Lucy Halfhead, Travel Editor – Harper’s Bazaar
● Emily Phillips, Assistant Editor – ES Magazine
● Zoe Bishop, Lifestyle Editor – Bella Magazine
● Jacob Lewis, Deputy Travel Editor – The Sun
PUBLIC RELATIONS – April 2021 Coverage
DATE PUBLICATION
MEDIA
TYPE JOURNALIST HEADLINE REACH
EAV
($)
01.04.21 Alliance Bulletin Online Ann Mealor
Sunrise spots around
the world 1,800 50
01.04.21 Travel PR News Online Editorial Staff
Tee-rific spots
around the world to
enjoy a round of golf 200,000 5,400
01.04.21 Viestra Magazine Online
Katie
Saunders
Tee-rific spots
around the world to
enjoy a round of golf 140,000 3,780
02.04.21
Luxurious
Magazine Online Paul Godbold
Florida’s Paradise
Coast to Become
More Accessible for
British Travellers 225,000 6,075
27.04.21
International
Travel Trade
Network (ITTN) Online
Fionn
Davenport
Florida's Paradise
Coast welcomes new
PR &
Communications
Manager, Sandra
Rios 122,000 3,294
27.04.21 Travel PR News Online Editorial Staff
Time to walk that
walk 200,000 5400
TOTALS 6 687,000 18,549
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Packet Pg. 352 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
MEDIA COVERAGE HIGHLIGHTS:
• See attached coverage via Wetransfer
• Highlights below
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MONTHLY SALES & MARKETING ACTIVITIES
APRIL 2021
EUROPEAN SALES & MARKETING
prepared by on 4 May 2021
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Packet Pg. 357 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
SUMMARY OF ACHIEVEMENTS
TOUR OPERATOR ACCOUNTS
Germany
o Fairflight Touristik GmbH, Kristian Lehmann, General Manager
NAP Sales
We have held a conference call with Kristian on April 12th, 2021.
Kristian reported that they are seeing a good number of requests for 2022. Clients are eager to plan a trip
and there is no change in travel behavior in terms of how they want to travel, they still want to stay in a
hotel and have the same needs. He also things that once boarders are open, requests and bookings will come
shortly in for 2021, could also be for summer.
They have completely redesigned their website during the past months and will focus more on their online
apparency from now on and will not print a huge circulation of travel brochures anymore.
Concerning future marketing, they want to attend smaller travel consumer shows, and keep growing their
newsletter contact list of around 13.000 addresses.
Awaiting proposal for FY 21/22.
o Flamingo Company Fernreisen GmbH, www.usareisen.de, Doreen Sell, Marketing Director
NAP Marketing
We have held a conference call on April 12, 2021. We discussed potential marketing campaigns for next fiscal
year.
We have talked about an interactive landing page in the style of a city guide with maps and highlights to
zoom in all over the destination. As well as a virtual customer event and a podcast episode. Await proposals
now.
o TourConsult International, Andreas Fraissl, Owner
NAP Marketing
Secured and confirmed the marketing opportunity with TourConsult.
This B2C marketing campaign has an online and offline focus with a high-gloss paper postcard we will target
the customer database of TourConsult. Selection is based on the previous travel behavior of th e clients.
Additionally, NAP will be included in the B2C newsletter which is send out to 7.000 clients and receive 2
Facebook posts. The cost for this campaign is 2.300 USD
o FTI Touristik AG, PM North America, Nadine Mirbach, Product Manager FL
NAP Marketing
Our joint marketing campaign with the America Journal magazine and FTI, with three other Florida CVBs
participating (The Keys, St. Pete, Tampa) kicked off in April with the publication of the America Journal which
includes our 2 pages ad in the design of a road trip through Florida with a print run of 36.000 to 10.000 loyal
long-time subscribers and magazine shops etc. Please find layout attached.
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Packet Pg. 358 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
o CRD Touristik, Pia Hambrock, Head of Product & Operations
NAP Marketing
We have secured and confirmed a campaign with CRD in cooperation with the Florida Key’s.
This campaign includes a postal mailing with a foldable photographic A4 Paper printed on both sides, send
to 4,000 clients, focusing on info’s concerning social distancing in the destination s and round trips to the
destinations. Also, our previously created subpage, will be updated and the entire promotion will be
supported by google ads linking to the subpage. Furthermore, CRD will additionally support the campaign
with social media postings on the CRD Facebook and Instagram page.
We will be presented in the monthly newsletter with over 69,000 subscribers. This campaign gives us a great
chance to reach the potential travelers while they are on their peak of their travel urge, and inspire and
inform them and get a great brand awareness and hopefully bookings.
The total cost for this campaign is 4.000 USD.
o CANUSA TOURISTIK GmbH & Co. KG, Karin Buhse, Product Manager FL
NAP Marketing
In April our campaign with Visit Florida and CANUSA kicked off with the first part which consists of a
Travelzoo Collection and a Display campaign as well as a SEA campaign.
The social media promotion and raffle with Florida themed week on Facebook and In stagram as well as
Pinterest under the theme “Bring Florida into your home” and the print component will follow in May and
June.
o America Unlimited GmbH, Timo Kohlenberg, Owner
NAP Marketing
We have held a conference call with Timo the CEO of America Unlimited on April 27th, 2021. The booking
situation still is very low, but requests are coming in by now. They have powered up their performance
marketing and have the relaunch of their second tour operator the luxury brand Fein Reisen in the pipe line,
also they are working on a mini documentation of the company.
We have also discussed potential campaigns for fiscal year 2021/22, a mix of online and offline activities with
a focus on sales.
MARKETING
o Facebook fan page
# posts: 13 #fans: 14.473
Please find down below the most successful posts in April:
#1 22.04.2021 Naples Pier, reached 5.794, 241 reactions, 162 likes
#2 21.04.2021 Smallest Post Office, reached 4.487, 254 reactions and 179 likes
#3 25.04.2021 Naples Bay, reached 1.679, 130 reactions and 97 likes
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Packet Pg. 359 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
MEDIA / PR
o Press release Visit Florida
We have successfully been included in this month’s Visit Florida press release sent out on April 15th, 2021.
The theme of the release was 4th of July and what to do in the destinations. NAP was included with the
parade and fireworks.
o LuxusInsider
We have finalized our campaign with the B2B online luxury magazine LuxusInsider in April.
Overall, with our three newsletter ads in March we could already generate 6.451 unique u sers to read our
stories. The April numbers will follow later on. The story ads had a focus on different themes of the
destinations such as beaches, culinary highlights etc. Please find the March reporting attached.
PROJECTS
o Marketing plan FY 2021/22
Worked out and presented proposed budget for FY 21/22 including suggested and evaluated sales,
marketing and promotion activities for the next year. Based on our marketing strategy for 2021/22,
opportunities were discussed, evaluated and negotiated with either tour operator partners or third parties.
A detailed proposed budget plan was presented to the CVB.
o NAP Media Conference Call
We have participated at the media conference call with the CVB and other representation offices, to inform
about status quo of our respective markets on April 28th, 2021.
o Visit USA Members Meeting
We have participated at the virtual Visit USA Members Meeting April 14th, 2021. Meeting Minutes will
follow.
CONSUMER
o Brochure fulfillment: 6 in total
HIGHLIGHTS IN MAY 2021
o Destination training Fasziantion Fernweh, May 5th, 2021
o Destination training Visit USA Belgium, May 18th, 2021
o NAP newsletter, May 6th, 2021
o NAP dedicated social media weeks at DiaMonde Facebook & Instagram pages, May 3-16, 2021
o Visit USA newsletter inclusion, May 4th, 2021
o Conference Call TUI, May 5th, 2021
11.A.1
Packet Pg. 360 Attachment: Staff Reports for April 21 Activity- May TDC (15929 : Tourism Staff Reports)
05/24/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 13.A
Item Summary: Next TDC Meeting date - June 28, 2021
Meeting Date: 05/24/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/11/2021 11:43 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
05/11/2021 11:43 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/11/2021 11:44 AM
Tourism Jack Wert Director Completed 05/11/2021 1:29 PM
Tourist Development Council Jack Wert Meeting Pending 05/24/2021 9:00 AM
13.A
Packet Pg. 361