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Agenda 07/13/2021 Item #16F 7 (RFP #21-7860 to Downs & St. Germain Research)07/13/2021 EXECUTIVE SUMMARY Recommendation to award Request for Proposal (RFP) 21-7860 “Tourism Research Services” to Downs & St. Germain Research, Inc.; and make a finding that this action promotes tourism. _____________________________________________________________________________________ OBJECTIVE: To provide the research services for the Tourism Division to report results of their marketing efforts to bring visitors to Collier County. CONSIDERATIONS: The Tourism Division requires a firm to perform destination research services and conduct studies analyzing data related to the tourism advertising and promotional efforts of the County, including but not limited to, a visitor profile study, hotel occupancy and average daily rate study, annual impact of tourism study, inquiry conversion study, and focus group research. On January 14, 2021, the Procurement Services Division released Request for Proposal 21-7860 Tourism Research Services to 10,123 vendors and received six (6) responsive and responsible proposals by the due date of February 17, 2021. Three (3) references were requested from clients of projects with a similar size for which the firm provided services similar in scope and complexity within the past five years. On March 29, 2021, the committee scored each proposal and shortlisted the top two (2) firms for presentations as shown below. Company Name Final Ranking Downs & St. Germain Research Inc. 1 Research Data Services Inc. 2 A selection committee met on April 14, 2021 for step 2, presentations, and ranked the firms as shown above. Staff recommends award to Downs & St. Germain Research Inc., as the number one ranked firm. Downs & St. Germain Research Inc., has been doing business in the tourism industry in Florida since 1991. Tourism clients in the Southwest Florida area include Sarasota and Lee County. This agreement will replace #16-6563 with Research Data Services Inc. Both firms will be kept on simultaneously to allow for a smooth transition until the expiration of the agreement with Rese arch Data Services Inc., on October 26, 2021. FISCAL IMPACT: Funds are included in the requested FY 22 Tourism Division budget in contracted services. The projected annual contract budget for the first three years of the agreement is $114,000. Research services cost for the two one-year extensions to the initial term will be negotiated each year by the parties to this agreement. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management plan with this action. ADVISORY BOARD RECOMMENDATION: The Tourist Development Council recommended approval of this item (7-0) at the June 28, 2021 meeting. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for Board approval.-SAA RECOMMENDATION: To award RFP 21-7860 “Tourism Research Services” to Downs & St. Germain Research, Inc., authorize the chair to sign the attached agreement, and make a finding that this action promotes tourism. 16.F.7 Packet Pg. 2339 07/13/2021 PREPARED BY: Jack Wert, Tourism Director ATTACHMENT(S) 1. 21-7860 Final Ranking (PDF) 2. 21-7860 Notice of Recommended Award (PDF) 3. 21-7860 Solicitation (PDF) 4. 21-7860_Contract_Downs&St.GermainResearch,Inc. (PDF) 5. [Linked] 21-7860_Downs St Germain Proposal (PDF) 6. 21-7860_DownsSt.GermainResearchInc._COI (PDF) 7. 21-7860_DownsSt.GermainResearchInc._vendorsigned (PDF) 16.F.7 Packet Pg. 2340 07/13/2021 COLLIER COUNTY Board of County Commissioners Item Number: 16.F.8 Doc ID: 17410 Item Summary: Recommendation to award Request for Proposal (RFP) 21-7860 “Tourism Research Services” to Downs & St. Germain Research, Inc.; and make a finding that this action promotes tourism. Meeting Date: 07/13/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 06/30/2021 1:59 PM Submitted by: Title: Division Director – Tourism Name: Jack Wert 06/30/2021 1:59 PM Approved By: Review: Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 06/30/2021 2:08 PM Tourism Kelly Green Stage 1 Review Completed 07/01/2021 1:00 PM Tourism Jack Wert Director Review Completed 07/01/2021 1:18 PM County Manager's Office Sean Callahan Executive Director- Corp Business Ops Completed 07/01/2021 1:30 PM County Attorney's Office Sally Ashkar Additional Reviewer Completed 07/01/2021 4:25 PM County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 07/05/2021 11:26 AM Office of Management and Budget Debra Windsor Level 3 OMB Gatekeeper Review Completed 07/06/2021 8:23 AM County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 07/06/2021 8:25 AM Budget and Management Office Ed Finn Additional Reviewer Completed 07/06/2021 9:50 AM County Manager's Office Sean Callahan Level 4 County Manager Review Completed 07/06/2021 10:28 AM Board of County Commissioners Geoffrey Willig Meeting Pending 07/13/2021 9:00 AM 16.F.7 Packet Pg. 2341 Selection Committee Final Ranking Sheet RFP # 21-7860 Title: Tourism Research Services Name of Firm Jack Wert Paul Beimes Geoffrey Willig Amanda Townsend Buzzy Ford Total Selection Committee Final Rank Downs & St. Germain Research Inc.1 2 1 1 1 6 1.0000 Research Data Services Inc.2 1 2 2 2 9 2.0000 Procurement Professional Viviana Giarimoustas 4/14/2021 Page 1 of 1 16.F.7.a Packet Pg. 2342 Attachment: 21-7860 Final Ranking (17410 : RFP for Tourism Research Services) Notice of Recommended Award Solicitation: 21-7860 Title: Tourism Research Services Due Date and Time: 2/17/2021 10:00 AM EST Respondents: Company Name City County State Final Ranking Responsive/Responsible Downs & St. Germain Research Inc. Tallahassee Leon FL 1 YES/YES Research Data Services Inc. Tampa Hillsborough FL 2 YES/YES Destination Analysts San Francisco San Francisco CA N/A YES/YES Integrated Insight Inc. The Villages Sumter FL N/A YES/YES Jades Corp DBA Majority Opinion Research LLC. Atlanta Fulton GA N/A YES/YES The Research Associates Inc. New York New York NY N/A YES/YES Utilized Local Vendor Preference: Yes No Recommended Vendor(s) For Award: On January 14, 2021, the Procurement Services Division released Request for Proposal 21-7860 Tourism Research Services. 10,123 firms were notified, 90 firms viewed the information, and six (6) responsive and responsible proposals were received on February 17, 2021. Three (3) references were requested from clients of projects with a similar size for which the firm provided services similar in scope and complexity within the past five years. On March 29, 2021, the committee scored each proposal and shortlisted the top two (2) firms for presentations. Presentations were held April 14, 2021 to rank the two firms. Award is recommended to Downs & St. Germain Research Inc. as the number one firm. Contract Driven Purchase Order Driven Required Signatures Project Manager: Jack Wert Procurement Strategist: Viviana Giarimoustas Procurement Services Director: ___________________________________________________ Sandra Herrera Date DocuSign Envelope ID: B6AB78C7-2A33-460E-9589-5E6F56D08F90 4/16/2021 4/16/2021 4/16/2021 16.F.7.b Packet Pg. 2343 Attachment: 21-7860 Notice of Recommended Award (17410 : RFP for Tourism Research Services) COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS REQUEST FOR PROPOSAL (RFP) FOR TOURISM RESEARCH SERVICES SOLICITATION NO.: 21-7860 VIVIANA GIARIMOUSTAS, PROCUREMENT STRATEGIST PROCUREMENT SERVICES DIVISION 3295 TAMIAMI TRAIL EAST, BLDG C-2 NAPLES, FLORIDA 34112 TELEPHONE: (239) 252-8375 VivianaGiarimoustas@colliercountyfl.gov (Email) This solicitation document is prepared in a Microsoft Word format (Rev 8/7/2017). Any alterations to this document made by the Vendor may be grounds for rejection of proposal, cancellation of any subsequent award, or any other legal remedies available to the Collier County Government. 16.F.7.c Packet Pg. 2344 Attachment: 21-7860 Solicitation (17410 : RFP for Tourism Research Services) SOLICITATION PUBLIC NOTICE REQUEST FOR PROPOSAL (RFP) NUMBER: 21-7860 PROJECT TITLE: TOURISM RESEARCH SERVICES DUE DATE: Wednesday, February 17, 2021 10:00 AM EST PLACE OF RFP OPENING: PROCUREMENT SERVICES DIVISION 3295 TAMIAMI TRAIL EAST, BLDG C-2 NAPLES, FL 34112 All proposals shall be submitted online via the Collier County Procurement Services Division Online Bidding System: https://www.bidsync.com/bidsync-cas/ INTRODUCTION As requested by the Tourism Division (hereinafter, the “Division or Department”), the Collier County Board of County Commissioners Procurement Services Division (hereinafter, “County”) has issued this Request for Proposal (hereinafter, “RFP”) with the intent of obtaining proposals from interested and qualified vendors in accordance with the terms, conditions and specifications stated or attached. The vendor, at a minimum, must achieve the requirements of the Specifications or Scope of Work stated. The results of this solicitation may be used by other County departments once awarded according to the Board of County Commissioners Procurement Ordinance. BACKGROUND The Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) is a part of Collier County Government and serves as the marketing arm of the Collier County Tourist Development Council (TDC). The Collier County Tourism Division administers the work of both the TDC and the CVB. The Tourism Division is searching for a firm that can perform research to determine various data and analytics resulting from the tourism advertising and promotional efforts of the County. Historically, County departments have spent on average $100,000 annually; however, this may not be indicative of future buying patterns. TERM OF CONTRACT The contract term, if an award(s) is made is intended to be for three (3) years with two (2) one (1) year renewals. Prices shall remain firm for the initial term of this contract. Surcharges will not be accepted in conjunction with this contract, and such charges should be incorporated into the pricing structure. The County Manager, or designee, may, at his discretion, extend the Agreement under all of the terms and conditions contained in this Agreement for up to one hundred eighty (180) days. The County Manager, or designee, shall give the Contractor written notice of the County's intention to extend the Agreement term not less than ten (10) days prior to the end of the Agreement term then in effect. All goods are FOB destination and must be suitably packed and prepared to secure the lowest transportation rates and to comply with all carrier regulations. Risk of loss of any goods sold hereunder shall transfer to the COUNTY at the time and place of delivery; provided that risk of loss prior to actual receipt of the goods by the COUNTY nonetheless remain with VENDOR. DETAILED SCOPE OF WORK The firm, at a minimum, must achieve the information below: 1. VISITOR PROFILE STUDY • Interviews at Southwest Florida International Airport (RSW) when possible • Interviews at sports and special events as assigned by Project Manager or designee • The following is requested monthly: o Interviews conducted on-line with past visitors or information inquirers o Face to face interviews in hotels and attractions 16.F.7.c Packet Pg. 2345 Attachment: 21-7860 Solicitation (17410 : RFP for Tourism Research Services) o Monthly reports to CVB office outlining but not limited to the following: o Visitor demographics o Economic, psychographic and budgetary factors o Separate breakouts for business, meeting and leisure travelers o Separate detailed origin and demographic reports on international and domestic visitors o Tourism Industry employment statistics for Collier County o Airport arrivals in South Florida airport entry points o Quarterly reports for combined visitor and hotel analytics for distribution to County Commission o Monthly third-party reports for economic trends, competitive destination information and group meeting impact o Sampling of visitor comments from face to face and on-line interviews o Annual Calendar and Fiscal Year reports of visitor impacts in all the above categories 2. HOTEL OCCUPANCY & AVERAGE DAILY RATE (ADR) STUDY • Annual report with comparisons to previous year • Seasonal reports for high, low and shoulder times of year The following is requested monthly: • Survey of hotels to determine occupancy, ADR, Rev Par, Room Demand, Number of Visitors, Visitor Spending, Visitor Economic Impact, Hotel Room Nights and three-month forecast of visitation • Report to County on results with comparisons to previous months and previous years 3. IMPACT OF TOURISM STUDY Annual Report on economic impact of tourism on Collier County should include: • Measurement of sales, gas and tourist development tax revenue and impact • Tax savings to Collier County residents resulting from visitor spending • Employment impact of tourism (i.e. jobs supported, jobs created, wages earned) • Ranking of visitor activities that attracted tourists and what activities they enjoyed during their visit • Visitor spending at hotels, restaurants, shopping, attractions, sports and special events, gasoline • Return on investment of advertising dollars to visitor spending 4. INQUIRY CONVERSION STUDY • Annual report of random sampling of inquiries for information from toll free numbers, e-mail and web site, and direct inquiries to destination advertising • Percent of conversions with comparisons to other similar sized destinations • Return on investment for various advertising mediums including print, on- line and broadcast used in marketing the destination • Economic impact from those respondents who came to the destination as a result of our marketing efforts 5. FOCUS GROUP RESEARCH These sessions should be placed in domestic and International feeder markets. Four focus groups per year are recommended with one being international. Qualitative research on an as needed basis to measure or test the following: • Testing of Advertising concepts • Testing of brand positioning and perceptions • Testing of consumer preferences, activities and perceptions of Collier County as a visitor destination • Testing of preferences and buying habits with group meeting planners • Testing of website and social media effectiveness, ease and methods of use • Executive summary and detailed tabulation of the results of each study REQUEST FOR PROPOSAL (RFP) PROCESS 1.1 The Proposers will submit a qualifications proposal which will be scored based on the criteria in Evaluation Criteria for Development of Shortlist, which will be the basis for short-listing firms. The Proposers will need to meet the minimum requirements outlined herein in order for their proposal to be evaluated and scored by the COUNTY. The COUNTY will then score and rank the firms and enter into negotiations with the top ranked firm to establish cost for the services needed. The COUNTY reserves the right to issue an invitation for oral presentations to obtain additional information after scoring and before the final ranking. With successful negotiations, a contract will be 16.F.7.c Packet Pg. 2346 Attachment: 21-7860 Solicitation (17410 : RFP for Tourism Research Services) developed with the selected firm, based on the negotiated price and scope of services and submitted for approval by the Board of County Commissioners. 1.2 The COUNTY will use a Selection Committee in the Request for Proposal selection process. 1.3 The intent of the scoring of the proposal is for respondents to indicate their interest, relevant experience, financial capability, staffing and organizational structure. 1.4 The intent of the oral presentations, if deemed necessary, is to provide the vendors with a venue where they can conduct discussions with the Selection Committee to clarify questions and concerns before providing a final rank. 1.5 Based upon a review of these proposals, the COUNTY will rank the Proposers based on the discussion and clarifying questions on their approach and related criteria, and then negotiate in good faith an Agreement with the top ranked Proposer. 1.6 If, in the sole judgment of the COUNTY, a contract cannot be successfully negotiated with the top-ranked firm, negotiations with that firm will be formally terminated and negotiations shall begin with the firm ranked second. If a contract cannot be successfully negotiated with the firm ranked second, negotiations with that firm will be formally terminated and negotiations shall begin with the third ranked firm, and so on. The COUNTY reserves the right to negotiate any element of the proposals in the best interest of the COUNTY. RESPONSE FORMAT AND EVALUATION CRITERIA FOR DEVELOPMENT OF SHORTLIST: 1.7 For the development of a shortlist, this evaluation criterion will be utilized by the COUNTY’S Selection Committee to score each proposal. Proposers are encouraged to keep their submittals concise and to include a minimum of marketing materials. Proposals must address the following criteria: Evaluation Criteria Maximum Points 1. Cover Letter / Management Summary 5 Points 2. Certified Woman and/or Minority Business Enterprise 5 Points 3. Business Plan 25 Points 4. Cost of Services to the County 15 Points 5. Experience and Capacity of the Firm 20 Points 6. Specialized Expertise of Team Members 20 Points 7. Local Vendor Preference 10 Points TOTAL POSSIBLE POINTS 100 Points Tie Breaker: In the event of a tie at final ranking, award shall be made to the proposer with the lower volume of work previously awarded. Volume of work shall be calculated based upon total dollars paid to the proposer in the twenty-four (24) months prior to the RFP submittal deadline. Payment information will be retrieved from the County’s financial system of record. The tie breaking procedure is only applied in the final ranking step of the selection process and is invoked by the Procurement Services Division Director or designee. In the event a tie still exists, selection will be determined based on random selection by the Procurement Services Director before at least three (3) witnesses. ---------------------------------------------------------------------------------------------------------------------------------------------------------- Each criterion and methodology for scoring is further described below. ***Proposals must be assembled, at minimum, in the order of the Evaluation Criteria listed or your proposal may be deemed non-responsive*** EVALUATION CRITERIA NO. 1: COVER LETTER/MANAGEMENT SUMMARY (5 Total Points Available) Provide a cover letter, signed by an authorized officer of the firm, indicating the underlying philosophy of the firm in providing the services stated herein. Include the name(s), telephone number(s) and email(s) of the authorized contact person(s) concerning proposal. Submission of a signed Proposal is Vendor's certification that the Vendor will accept any awards as a result of this RFP. EVALUATION CRITERIA NO. 2: CERTIFIED WOMAN AND/OR MINORITY BUSINESS ENTERPRISE (5 Total Points Available) Submit certification with the Florida Department of Management Service, Office of Supplier Diversity as a Certified Woman and/or Minority Business Enterprise. 16.F.7.c Packet Pg. 2347 Attachment: 21-7860 Solicitation (17410 : RFP for Tourism Research Services) EVALUATION CRITERIA NO. 3: BUSINESS PLAN (25 Total Points Available) In this tab, include: • Description of the proposed research plan and the details of how each task in the Scope of Services will be collected and reported. • Timeline for delivery of each task throughout the contract year. • Creative ideas in the way that your firm will collect data, unique interviewing techniques and reporting delivery and suggestions, new or unique data collection methods. • Explain how you ensure that the data collected is accurate and at what level of confidence will that data be reported. • Include with the Business Plan or as an attachment, a copy of a report as an example of work product. This should be for one of the projects listed as a reference. EVALUATION CRITERIA NO. 4: COST OF SERVICES TO THE COUNTY (15 Total Points Available) In this tab, include: • Provide the projected monthly and yearly total cost for each of the five (5) research tasks outlined in this Scope of Services. Provide pricing on table below. • Provide the projected monthly and annual cost of out of pocket expenses such as travel for focus groups and special projects that would be in addition to the monthly service fee for the below services. “Out of pocket expenses” include but are not limited to travel expenses such as parking fees, reasonable commercial transportation, reasonable gratuities, hotels, taxes, shipping fees, tolls and shipping and postage costs. Office expenses in support of these services should be included in the monthly service fee. Task Description UOM Estimated Quantity Unit Price Total Price 1 Visitor Profile Study Monthly 12 $ $ 2 Hotel Occupancy & Average Daily Rate Study Monthly 12 $ $ 3 Impact of Tourism Study Monthly 12 $ $ 4 Inquiry Conversion Study Monthly 12 $ $ 5 Focus Group Research Each 1 $ $ Out of Pocket Fees (maximum) Monthly 12 $ $ Yearly Price $ • Provide an hourly fee for special projects not included in the five (5) research tasks listed and provide the projected monthly. Description UOM Rate Hourly Rate for Special Projects Hourly $ EVALUATION CRITERIA NO. 5: EXPERIENCE AND CAPACITY OF THE FIRM (20 Total Points Available) In this tab, include but not limited to: • Provide information that documents your firm’s qualifications to produce the required deliverables, including abilities, capacity, skill, and financial strength, and number of years of experience in providing the required services. • Describe the various team members’ successful experience in working with one another on previous projects. The County requests that the vendor submits three (3) reference forms from clients during a period of the last 5 years whose projects are of a similar nature to this solicitation as a part of their proposal. Provide information on the projects completed by the vendor that best represent projects of similar size, scope and complexity of this project using form provided in Form 5. Vendors may include two (2) additional pages for each project to illustrate aspects of the completed project that provides the information to assess the experience of the Proposer on relevant project work. 16.F.7.c Packet Pg. 2348 Attachment: 21-7860 Solicitation (17410 : RFP for Tourism Research Services) EVALUATION CRITERIA NO. 6: SPECIALIZED EXPERTISE OF TEAM MEMBERS (20 Total Points Available) In this tab, include but not limited to: • Description of the proposed contract team and the role to be played by each member of the team. • Attach brief resumes of all proposed project team members who will be involved in the management of the total package of services, as well as the delivery of specific services. • Attach resumes of any sub-vendors and attach letters of intent from stated sub-vendors must be included with proposal submission. EVALUATION CRITERIA NO. 7: LOCAL VENDOR PREFERENCE (10 Total Points Available) Local business is defined as the vendor having a current Business Tax Receipt issued by the Collier or Lee County Tax Collector prior to proposal submission to do business within Collier County, and that identifies the business with a permanent physical business address located within the limits of Collier or Lee County from which the vendor’s staff operates and performs business in an area zoned for the conduct of such business. VENDOR CHECKLIST ***Vendor should check off each of the following items as the necessary action is completed (please see, Vendor Check List)*** 16.F.7.c Packet Pg. 2349 Attachment: 21-7860 Solicitation (17410 : RFP for Tourism Research Services) Page 1 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 FIXED FEE PROFESSIONAL SERVICE AGREEMENT #__________________ for ______________________________________________________ THIS AGREEMENT, made and entered into on this ____day of___________, 20___, by and between _______________________________________________________, authorized to do business in the State of Florida, whose business address is ______________________________________________________,(the "Contractor") and Collier County, a political subdivision of the State of Florida, (the "County"): W I T N E S S E T H: 1.The Agreement shall be for a _________ ( ____ ) year period, commencing upon the date of Board approval; or on _____________,and terminating on _______ ( ) year(s) from that date or until all outstanding Purchase Order(s) issued prior to the expiration of the Agreement period have been completed or terminated. The County may, at its discretion and with the consent of the Contractor, renew the Agreement under all of the terms and conditions contained in this Agreement for _______ ( ) additional _______ ( ) year(s) periods. The County shall give the Contractor written notice of the County’s intention to renew the Agreement term prior to the end of the Agreement term then in effect. The County Manager, or his designee, may, at his discretion, extend the Agreement under all of the terms and conditions contained in this Agreement for up to one hundred and eighty (180) days. The County Manager, or his designee, shall give the Contractor written notice of the County's intention to extend the Agreement term prior to the end of the Agreement term then in effect. 2.COMMENCEMENT OF SERVICES. The Contractor shall commence the work upon issuance of a Purchase Order Notice to Proceed Work Order. 3.STATEMENT OF WORK. The Contractor shall provide services in accordance with the terms and conditions of Request for Proposal (RFP) Invitation to Bid (ITB) Other__________________________________________ (______) # __________, including all Attachment(s), Exhibit(s) and Addenda and the Contractor's proposal referred to herein and made an integral part of this Agreement. The Contractor shall also provide services in accordance with Exhibit A – Scope of Services attached hereto. 16.F.7.d Packet Pg. 2350 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 2 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 3.1 This Agreement contains the entire understanding between the parties and any modifications to this Agreement shall be mutually agreed upon in writing by the Parties, in compliance with the County’s Procurement Ordinance, as amended, and Procurement Procedures in effect at the time such services are authorized. 3.2 The execution of this Agreement shall not be a commitment to the Contractor to order any minimum or maximum amount. The County shall order items/services as required but makes no guarantee as to the quantity, number, type or distribution of items/services that will be ordered or required by this Agreement. 4.THE AGREEMENT SUM. The County shall pay the Contractor for the performance of this Agreement based on Exhibit B- Fee Schedule, attached hereto and the price methodology as defined in Section 4.1. Payment will be made upon receipt of a proper invoice and upon approval by the County’s Contract Administrative Agent/Project Manager, and in compliance with Chapter 218, Fla. Stats., otherwise known as the “Local Government Prompt Payment Act”. 4.1 Price Methodology (as selected below): Lump Sum (Fixed Price): A firm fixed total price offering for a project; the risks are transferred from the County to the contractor; and, as a business practice there are no hourly or material invoices presented, rather, the contractor must perform to the satisfaction of the County’s project manager before payment for the fixed price contract is authorized. Time and Materials: The County agrees to pay the contractor for the amount of labor time spent by the contractor's employees and subcontractors to perform the work (number of hours times hourly rate), and for materials and equipment used in the project (cost of materials plus the contractor's markup). This methodology is generally used in projects in which it is not possible to accurately estimate the size of the project, or when it is expected that the project requirements would most likely change. As a general business practice, these contracts include back-up documentation of costs; invoices would include number of hours worked and billing rate by position (and not company (or subcontractor) timekeeping or payroll records), material or equipment invoices, and other reimbursable documentation for the project. Unit Price: The County agrees to pay a firm total fixed price (inclusive of all costs, including labor, materials, equipment, overhead, etc.) for a repetitive product or service delivered (i.e. installation price per ton, delivery price per package or carton, etc.). The invoice must identify the unit price and the number of units received (no contractor inventory or cost verification). 4.2 Any County agency may obtain services under this Agreement, provided sufficient funds are included in their budget(s). 16.F.7.d Packet Pg. 2351 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 3 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 4.3 Payments will be made for services furnished, delivered, and accepted, upon receipt and approval of invoices submitted on the date of services or within six (6) months after completion of the Agreement. Any untimely submission of invoices beyond the specified deadline period is subject to non-payment under the legal doctrine of “laches” as untimely submitted. Time shall be deemed of the essence with respect to the timely submission of invoices under this Agreement. 4.4 The County, or any duly authorized agents or representatives of the County, shall have the right to conduct an audit of Contractor’s books and records to verify the accuracy of the Contractor’s claim with respect to Contractor’s costs associated with any Payment Application, Change Order, or Work Directive Change. 4.5 Travel and Reimbursable Expenses: Travel and Reimbursable Expenses must be approved in advance in writing by the County. Travel expenses shall be reimbursed as per Section 112.061 Fla. Stats. Reimbursements shall be at the following rates: Mileage $0.44.5 per mile Breakfast $6.00 Lunch $11.00 Dinner $19.00 Airfare Actual ticket cost limited to tourist or coach class fare Rental car Actual rental cost limited to compact or standard-size vehicles Lodging Actual cost of lodging at single occupancy rate with a cap of no more than $150.00 per night Parking Actual cost of parking Taxi or Airport Limousine Actual cost of either taxi or airport limousine Reimbursable items other than travel expenses shall be limited to the following: telephone long-distance charges, fax charges, photocopying charges and postage. Reimbursable items will be paid only after Contractor has provided all receipts. Contractor shall be responsible for all other costs and expenses associated with activities and solicitations undertaken pursuant to this Agreement. 5.SALES TAX. Contractor shall pay all sales, consumer, use and other similar taxes associated with the Work or portions thereof, which are applicable during the performance of the Work. Collier County, Florida as a political subdivision of the State of Florida, is exempt from the payment of Florida sales tax to its vendors under Chapter 212, Florida Statutes, Certificate of Exemption # 85-8015966531C. 16.F.7.d Packet Pg. 2352 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 4 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 6. NOTICES. All notices from the County to the Contractor shall be deemed duly served if mailed or emailed to the Contractor at the following: Company Name: ________________________________________ Address: ________________________________________ ________________________________________ Authorized Agent: ________________________________________ Attention Name & Title: ________________________________________ Telephone: ________________________________________ E-Mail(s): ________________________________________ All Notices from the Contractor to the County shall be deemed duly served if mailed or emailed to the County to: Board of County Commissioners for Collier County, Florida Division Director: ________________________________________ Division Name: ________________________________________ Address: ________________________________________ ________________________________________ Administrative Agent/PM: ________________________________________ Telephone: ________________________________________ E-Mail(s): ________________________________________ The Contractor and the County may change the above mailing address at any time upon giving the other party written notification. All notices under this Agreement must be in writing. 7. NO PARTNERSHIP. Nothing herein contained shall create or be construed as creating a partnership between the County and the Contractor or to constitute the Contractor as an agent of the County. 8. PERMITS: LICENSES: TAXES. In compliance with Section 218.80, F.S., all permits necessary for the prosecution of the Work shall be obtained by the Contractor. The County will not be obligated to pay for any permits obtained by Subcontractors. Payment for all such permits issued by the County shall be processed internally by the County. All non-County permits necessary for the prosecution of the Work shall be procured and paid for by the Contractor. The Contractor shall also be solely responsible for payment of any and all taxes levied on the Contractor. In addition, the Contractor shall comply with all rules, regulations and laws of Collier County, the State of Florida, or the U. S. Government now in force or hereafter adopted. The Contractor agrees to comply with all laws governing the responsibility of an employer with respect to persons employed by the Contractor. 16.F.7.d Packet Pg. 2353 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 5 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 9. NO IMPROPER USE. The Contractor will not use, nor suffer or permit any person to use in any manner whatsoever, County facilities for any improper, immoral or offensive purpose, or for any purpose in violation of any federal, state, county or municipal ordinance, rule, order or regulation, or of any governmental rule or regulation now in effect or hereafter enacted or adopted. In the event of such violation by the Contractor or if the County or its authorized representative shall deem any conduct on the part of the Contractor to be objectionable or improper, the County shall have the right to suspend the Agreement of the Contractor. Should the Contractor fail to correct any such violation, conduct, or practice to the satisfaction of the County within twenty-four (24) hours after receiving notice of such violation, conduct, or practice, such suspension to continue until the violation is cured. The Contractor further agrees not to commence operation during the suspension period until the violation has been corrected to the satisfaction of the County. 10. TERMINATION. Should the Contractor be found to have failed to perform his services in a manner satisfactory to the County as per this Agreement, the County may terminate said Agreement for cause; further the County may terminate this Agreement for convenience with a thirty (30) day written notice. The County shall be the sole judge of non-performance. In the event that the County terminates this Agreement, Contractor’s recovery against the County shall be limited to that portion of the Agreement Amount earned through the date of termination. The Contractor shall not be entitled to any other or further recovery against the County, including, but not limited to, any damages or any anticipated profit on portions of the services not performed. 11. NO DISCRIMINATION. The Contractor agrees that there shall be no discrimination as to race, sex, color, creed or national origin. 12. INSURANCE. The Contractor shall provide insurance as follows: A. Commercial General Liability: Coverage shall have minimum limits of $_____________ Per Occurrence, $_____________aggregate for Bodily Injury Liability and Property Damage Liability. This shall include Premises and Operations; Independent Contractors; Products and Completed Operations and Contractual Liability. B. Business Auto Liability: Coverage shall have minimum limits of $_____________Per Occurrence, Combined Single Limit for Bodily Injury Liability and Property Damage Liability. This shall include: Owned Vehicles, Hired and Non-Owned Vehicles and Employee Non-Ownership. C. Workers' Compensation: Insurance covering all employees meeting Statutory Limits in compliance with the applicable state and federal laws. The coverage must include Employers' Liability with a minimum limit of $_____________for each accident. 16.F.7.d Packet Pg. 2354 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 6 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 D. Professional Liability: Shall be maintained by the Contractor to ensure its legal liability for claims arising out of the performance of professional services under this Agreement. Contractor waives its right of recovery against County as to any claims under this insurance. Such insurance shall have limits of not less than $____________each claim and aggregate. E. Cyber Liability: Coverage shall have minimum limits of $_____________per occurrence. F. Technology Errors and Omissions: Coverage shall have minimum limits of $_____________per occurrence. G. Watercraft: Coverage shall have minimum limits of $_____________per occurrence. H. United States Longshoreman’s and Harborworker’s Act Coverage shall be maintained where applicable to the completion of the work $_____________per occurrence. I. Maritime Coverage (Jones Act): Coverage shall have minimum limits of $_____________per occurrence. L. (other): Coverage shall have minimum limits of $_____________per occurrence. Special Requirements: Collier County Board of County Commissioners, OR, Board of County Commissioners in Collier County, OR, Collier County Government shall be listed as the Certificate Holder and included as an “Additional Insured" on the Insurance Certificate for Commercial General Liability where required. This insurance shall be primary and non-contributory with respect to any other insurance maintained by, or available for the benefit of, the Additional Insured and the Contractor’s policy shall be endorsed accordingly. Current, valid insurance policies meeting the requirement herein identified shall be maintained by Contractor during the duration of this Agreement. The Contractor shall provide County with certificates of insurance meeting the required insurance provisions. Renewal certificates shall be sent to the County thirty (30) days prior to any expiration date. Coverage afforded under the policies will not be canceled or allowed to expire until the greater of: thirty (30) days prior written notice, or in accordance with policy provisions. Contractor shall also notify County, in a like manner, within twenty-four (24) hours after receipt, of any notices of expiration, cancellation, non-renewal or material change in coverage or limits received by Contractor from its insurer, and nothing contained herein shall relieve Contractor of this requirement to provide notice. Contractor shall ensure that all subcontractors comply with the same insurance requirements that the Contractor is required to meet. 16.F.7.d Packet Pg. 2355 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 7 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 13.INDEMNIFICATION. To the maximum extent permitted by Florida law, the Contractor shall defend, indemnify and hold harmless Collier County, its officers and employees from any and all liabilities, damages, losses and costs, including, but not limited to, reasonable attorneys’ fees and paralegals’ fees, whether resulting from any claimed breach of this Agreement by Contractor, any statutory or regulatory violations, or from personal injury, property damage, direct or consequential damages, or economic loss, to the extent caused by the negligence, recklessness, or intentionally wrongful conduct of the Contractor or anyone employed or utilized by the Contractor in the performance of this Agreement. This indemnification obligation shall not be construed to negate, abridge or reduce any other rights or remedies which otherwise may be available to an indemnified party or person described in this paragraph. This section does not pertain to any incident arising from the sole negligence of Collier County. 13.1 The duty to defend under this Article 13 is independent and separate from the duty to indemnify, and the duty to defend exists regardless of any ultimate liability of the Contractor, County and any indemnified party. The duty to defend arises immediately upon presentation of a claim by any party and written notice of such claim being provided to Contractor. Contractor’s obligation to indemnify and defend under this Article 13 will survive the expiration or earlier termination of this Agreement until it is determined by final judgment that an action against the County or an indemnified party for the matter indemnified hereunder is fully and finally barred by the applicable statute of limitations. 14.AGREEMENT ADMINISTRATION. This Agreement shall be administered on behalf of the County by the __________________________________________. 15.CONFLICT OF INTEREST. Contractor represents that it presently has no interest and shall acquire no interest, either direct or indirect, which would conflict in any manner with the performance of services required hereunder. Contractor further represents that no persons having any such interest shall be employed to perform those services. 16.COMPONENT PARTS OF THIS AGREEMENT. This Agreement consists of the following component parts, all of which are as fully a part of the Agreement as if herein set out verbatim: Contractor's Proposal, Insurance Certificate(s), Exhibit A Scope of Services, Exhibit B Fee Schedule, RFP/ ITB/ Other_____________________________________( ______ ) #____________, including Exhibits, Attachments and Addenda/Addendum, subsequent quotes, and Other Exhibit/Attachment: _____________________________________. 17.APPLICABILITY. Sections corresponding to any checked box ( ) will expressly apply to the terms of this Agreement. 18.SUBJECT TO APPROPRIATION. It is further understood and agreed by and between the parties herein that this Agreement is subject to appropriation by the Board of County Commissioners. 16.F.7.d Packet Pg. 2356 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 8 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 19. PROHIBITION OF GIFTS TO COUNTY EMPLOYEES. No organization or individual shall offer or give, either directly or indirectly, any favor, gift, loan, fee, service or other item of value to any County employee, as set forth in Chapter 112, Part III, Florida Statutes, Collier County Ethics Ordinance No. 2004-05, as amended, and County Administrative Procedure 5311. Violation of this provision may result in one or more of the following consequences: a. Prohibition by the individual, firm, and/or any employee of the firm from contact with County staff for a specified period of time; b. Prohibition by the individual and/or firm from doing business with the County for a specified period of time, including but not limited to: submitting bids, RFP, and/or quotes; and, c. immediate termination of any Agreement held by the individual and/or firm for cause. 20. COMPLIANCE WITH LAWS. By executing and entering into this Agreement, the Contractor is formally acknowledging without exception or stipulation that it agrees to comply, at its own expense, with all federal, state and local laws, codes, statutes, ordinances, rules, regulations and requirements applicable to this Agreement, including but not limited to those dealing with the Immigration Reform and Control Act of 1986 as located at 8 U.S.C. 1324, et seq. and regulations relating thereto, as either may be amended; taxation, workers’ compensation, equal employment and safety including, but not limited to, the Trench Safety Act, Chapter 553, Florida Statutes, and the Florida Public Records Law Chapter 119, if applicable, including specifically those contractual requirements at F.S. § 119.0701(2)(a)-(b) as stated as follows: IF THE CONTRACTOR HAS QUESTIONS REGARDING THE APPLICATION OF CHAPTER 119, FLORIDA STATUTES, TO THE CONTRACTOR’S DUTY TO PROVIDE PUBLIC RECORDS RELATING TO THIS CONTRACT, CONTACT THE CUSTODIAN OF PUBLIC RECORDS AT: Communication and Customer Relations Division 3299 Tamiami Trail East, Suite 102 Naples, FL 34112-5746 Telephone: (239) 252-8999 Email: PublicRecordRequest@colliercountyfl.gov The Contractor must specifically comply with the Florida Public Records Law to: 1. Keep and maintain public records required by the public agency to perform the service. 2. Upon request from the public agency’s custodian of public records, provide the public agency with a copy of the requested records or allow the records to be inspected or copied within a reasonable time at a cost that does not exceed the cost provided in this chapter or as otherwise provided by law. 16.F.7.d Packet Pg. 2357 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 9 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 3. Ensure that public records that are exempt or confidential and exempt from public records disclosure requirements are not disclosed except as authorized by law for the duration of the contract term and following completion of the contract if the Contractor does not transfer the records to the public agency. 4. Upon completion of the contract, transfer, at no cost, to the public agency all public records in possession of the Contractor or keep and maintain public records required by the public agency to perform the service. If the Contractor transfers all public records to the public agency upon completion of the contract, the Contractor shall destroy any duplicate public records that are exempt or confidential and exempt from public records disclosure requirements. If the Contractor keeps and maintains public records upon completion of the contract, the Contractor shall meet all applicable requirements for retaining public records. All records stored electronically must be provided to the public agency, upon request from the public agency’s custodian of public records, in a format that is compatible with the information technology systems of the public agency. If Contractor observes that the Contract Documents are at variance therewith, it shall promptly notify the County in writing. Failure by the Contractor to comply with the laws referenced herein shall constitute a breach of this Agreement and the County shall have the discretion to unilaterally terminate this Agreement immediately. 21. OFFER EXTENDED TO OTHER GOVERNMENTAL ENTITIES. Collier County encourages and agrees to the successful Contractor extending the pricing, terms and conditions of this solicitation or resultant Agreement to other governmental entities at the discretion of the successful Contractor. 22. AGREEMENT TERMS. If any portion of this Agreement is held to be void, invalid, or otherwise unenforceable, in whole or in part, the remaining portion of this Agreement shall remain in effect. 23. ADDITIONAL ITEMS/SERVICES. Additional items and/or services may be added to this Agreement in compliance with the Procurement Ordinance, as amended, and Procurement Procedures. 24. DISPUTE RESOLUTION. Prior to the initiation of any action or proceeding permitted by this Agreement to resolve disputes between the parties, the parties shall make a good faith effort to resolve any such disputes by negotiation. The negotiation shall be attended by representatives of Contractor with full decision-making authority and by County’s staff person who would make the presentation of any settlement reached during negotiations to County for approval. Failing resolution, and prior to the commencement of depositions in any litigation between the parties arising out of this Agreement, the parties shall attempt to resolve the dispute through Mediation before an agreed-upon Circuit Court Mediator certified by the State of Florida. The mediation shall be attended by representatives of Contractor with full decision-making authority and by County’s staff person who would make the presentation of any settlement 16.F.7.d Packet Pg. 2358 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 10 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 reached at mediation to County’s board for approval. Should either party fail to submit to mediation as required hereunder, the other party may obtain a court order requiring mediation under section 44.102, Fla. Stat. 25. VENUE. Any suit or action brought by either party to this Agreement against the other party relating to or arising out of this Agreement must be brought in the appropriate federal or state courts in Collier County, Florida, which courts have sole and exclusive jurisdiction on all such matters. 26. KEY PERSONNEL. The Contractor’s personnel and management to be utilized for this project shall be knowledgeable in their areas of expertise. The County reserves the right to perform investigations as may be deemed necessary to ensure that competent persons will be utilized in the performance of the Agreement. The Contractor shall assign as many people as necessary to complete the services on a timely basis, and each person assigned shall be available for an amount of time adequate to meet the required service dates. The Contractor shall not change Key Personnel unless the following conditions are met: (1) Proposed replacements have substantially the same or better qualifications and/or experience. (2) that the County is notified in writing as far in advance as possible. The Contractor shall make commercially reasonable efforts to notify Collier County within seven (7) days of the change. The County retains final approval of proposed replacement personnel. AGREEMENT STAFFING. The Contractor’s personnel and management to be utilized for this Agreement shall be knowledgeable in their areas of expertise. The County reserves the right to perform investigations as may be deemed necessary to ensure that competent persons will be utilized in the performance of the Agreement. The Contractor shall assign as many people as necessary to complete required services on a timely basis, and each person assigned shall be available for an amount of time adequate to meet required services. 27. ORDER OF PRECEDENCE. In the event of any conflict between or among the terms of any of the Contract Documents, the terms of solicitation the Contractor’s Proposal, and/or the County’s Board approved Executive Summary, the Contract Documents shall take precedence. ORDER OF PRECEDENCE (Grant Funded). In the event of any conflict between or among the terms of any of the Contract Documents and/or the County’s Board approved Executive Summary, the terms of the Agreement shall take precedence over the terms of all other Contract Documents, except the terms of any Supplemental Conditions shall take precedence over the Agreement. To the extent any conflict in the terms of the Contract Documents cannot be resolved by application of the Supplemental Conditions, if any, or the Agreement, the conflict shall be resolved by imposing the more strict or costly obligation under the Contract Documents upon the Contractor at County’s discretion. 28. ASSIGNMENT. Contractor shall not assign this Agreement or any part thereof, without the prior consent in writing of the County. Any attempt to assign or otherwise transfer this Agreement, or any part herein, without the County's consent, shall be void. If Contractor does, with approval, assign this Agreement or any part thereof, it shall 16.F.7.d Packet Pg. 2359 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 11 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 require that its assignee be bound to it and to assume toward Contractor all of the obligations and responsibilities that Contractor has assumed toward the County. 29. SECURITY. The Contractor is required to comply with County Ordinance 2004-52, as amended. Background checks are valid for five (5) years and the Contractor shall be responsible for all associated costs. If required, Contractor shall be responsible for the costs of providing background checks by the Collier County Facilities Management Division for all employees that shall provide services to the County under this Agreement. This may include, but not be limited to, checking federal, state and local law enforcement records, including a state and FBI fingerprint check, credit reports, education, residence and employment verifications and other related records. Contractor shall be required to maintain records on each employee and make them available to the County for at least four (4) years. All of Contractor’s employees and subcontractors must wear Collier County Government Identification badges at all times while performing services on County facilities and properties. Contractor ID badges are valid for one (1) year from the date of issuance and can be renewed each year at no cost to the Contractor during the time period in which their background check is valid, as discussed below. All technicians shall have on their shirts the name of the contractor’s business. The Contractor shall immediately notify the Collier County Facilities Management Division via e-mail (DL-FMOPS@colliergov.net) whenever an employee assigned to Collier County separates from their employment. This notification is critical to ensure the continued security of Collier County facilities and systems. Failure to notify within four (4) hours of separation may result in a deduction of $500 per incident. (Intentionally left blank -signature page to follow) 16.F.7.d Packet Pg. 2360 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 12 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 IN WITNESS WHEREOF, the parties hereto, by an authorized person or agent, have executed this Agreement on the date and year first written above. ATTEST: BOARD OF COUNTY COMMISSIONERS COLLIER COUNTY, FLORIDA Crystal K. Kinzel, Clerk of Courts & Comptroller By: _________________________ By: ________________________________ _______________________, Chair Dated: _____________________ (SEAL) Contractor’s Witnesses: Contractor _____________________________ Contractor’s First Witness _____________________________ ↑Type/print witness name↑ By:________________________________ Signature ___________________________________ ↑Type/print signature and title↑ _____________________________ Contractor’s Second Witness ______________________________ ↑Type/print witness name↑ Approved as to Form and Legality: _______________________________ _________County Attorney _______________________________ Print Name 16.F.7.d Packet Pg. 2361 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 13 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 Exhibit A Scope of Services following this page (containing _______ page/s) this exhibit is not applicable 16.F.7.d Packet Pg. 2362 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 1 of 2 Exhibit A – Scope of Services RFP # 21-7860 “Tourism Research Services EXHIBIT A SCOPE OF SERVICES 1. VISITOR PROFILE STUDY • Interviews at Southwest Florida International Airport (RSW) when possible • Interviews at sports and special events as assigned by Project Manager or designee • The following is requested monthly: o Interviews conducted on-line with past visitors or information inquirers o Face to face interviews in hotels and attractions o Monthly reports to CVB office outlining but not limited to the following: o Visitor demographics o Economic, psychographic and budgetary factors o Separate breakouts for business, meeting and leisure travelers o Separate detailed origin and demographic reports on international and domestic visitors o Tourism Industry employment statistics for Collier County o Airport arrivals in South Florida airport entry points • Quarterly reports for combined visitor and hotel analytics for distribution to County Commission • Monthly third-party reports for economic trends, competitive destination information and group meeting impact • Sampling of visitor comments from face to face and on-line interviews • Annual Calendar and Fiscal Year reports of visitor impacts in all the above categories • Timeline: Monthly reports will be delivered 10 days prior to the monthly TDC meeting, so TDC agendas can be prepared and distributed to TDC members. Downs & St. Germain Research will provide all figures available at the time of the required delivery date. If some date is missing by the deadline, the partial report should be provided, and the balance of the data delivered when received. (i.e. Smith Travel data). Quarterly and annuals reports will be delivered on a later timeline when all data is available. Deliverables: PowerPoint deck and presentation (zoom or in-person, if desired) 2. HOTEL OCCUPANCY & AVERAGE DAILY RATE (ADR) STUDY • Annual report with comparisons to previous year due no later than March 31 • Seasonal reports for high, low and shoulder times of year within 45 days of close of each quarter. The following is requested monthly: • Survey of hotels to determine occupancy, ADR, Rev Par, Room Demand, Number of Visitors, Visitor Spending, Visitor Economic Impact, Hotel Room Nights and three-month forecast of visitation • Report to County on results with comparisons to previous months and previous years • Timeline: Monthly reports will be delivered 10 days prior to the monthly TDC meeting, for distribution to the TDC members. Downs & St. Germain Research will provide all figures available at the time of the required delivery date. Quarterly and annuals reports will be delivered on a later timeline when all data is available. Deliverables: PowerPoint deck and presentation (zoom or in-person, if desired) 3. IMPACT OF TOURISM STUDY Annual Report on economic impact of tourism on Collier County with quarterly where available and annual totals for 16.F.7.d Packet Pg. 2363 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 2 of 2 Exhibit A – Scope of Services each measurement should include: • Measurement of sales, gas and tourist development tax revenue and impact • Tax savings to Collier County residents resulting from visitor spending • Employment impact of tourism (i.e. jobs supported, jobs created, wages earned) • Ranking of visitor activities that attracted tourists and what activities they enjoyed during their visit • Visitor spending at hotels, restaurants, shopping, attractions, sports and special events, gasoline • Return on investment of advertising dollars to visitor spending • Visitor origin by region and country for International visitors • Timeline: Monthly reports will be delivered 10 days prior to the monthly TDC meeting, to be included in monthly TDC meeting agendas. Downs & St. Germain Research will provide all figures available at the time of the required delivery date. Quarterly and annuals reports will be delivered on a later timeline when all data is available. Deliverables: PowerPoint deck and presentation (zoom or in-person, if desired) 4. INQUIRY CONVERSION STUDY • Annual report of random sampling of inquiries for information from toll free numbers, e-mail and web site, and direct inquiries to destination advertising • Percent of conversions with comparisons to other similar sized destinations • Return on investment for various advertising mediums including print, on- line and broadcast used in marketing the destination • Economic impact from those respondents who came to the destination as a result of our marketing efforts • Methods 1 & 2 from the proposal (In-Market Random Sampling and Analysis of Visitor Profile Data) will be used in the analysis. • Downs & St. Germain Research can also complete a ROI analysis for the total marketing effort of Collier County. When completing this portion of the analysis, Downs & St. Germain Research will need assistance from the Naples, Marco Island, Everglades CVB in connecting with partners who also spent advertising dollars to attract visitors. Deliverables: PowerPoint deck and presentation (zoom or in-person, if desired) 5. FOCUS GROUP RESEARCH These sessions should be placed in domestic and International feeder markets. Four focus groups per year are recommended with one being international. Qualitative research on an as needed basis to measure or test the following: • Testing of Advertising concepts • Testing of brand positioning and perceptions • Testing of consumer preferences, activities and perceptions of Collier County as a visitor destination • Testing of preferences and buying habits with group meeting planners • Testing of website and social media effectiveness, ease and methods of use • Executive summary and detailed tabulation of the results of each study • Timeline: The final report will be delivered 6-8 weeks after a focus group script is developed by Downs & St. Germain Research (provided timely feedback from Collier County staff). Deliverables: PowerPoint deck and presentation (zoom or in-person, if desired) 16.F.7.d Packet Pg. 2364 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 14 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 Exhibit B Fee Schedule following this page (pages ____ through ____ ) 16.F.7.d Packet Pg. 2365 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 1 of 1 Exhibit B- Fee Schedule RFP # 21-7860 “Tourism Research Services EXHIBIT B FEE SCHEDULE COST OF SERVICES Task Description Unit of Measure Quantity Price Total Price* 1 Visitor Profile Study Monthly 12 $5,000 $60,000 2 Hotel Occupancy & ADR Study Monthly 12 $500 $6,000 3 Impact of Tourism Study Monthly 12 $500 $6,000 4 Inquiry Conversion Study Monthly 12 $1,500 $18,000 5 Focus Group Research Each 3 $8,000 $24,000 Total Annual Fee $114,000 *To include out of pocket expenses such as travel for focus groups and special projects that would be in addition to the monthly service fee. “Out of pocket Expenses” include but are not limited to, travel expenses such as parking fees, reasonable commercial transportation, reasonable gratuities, hotels, taxes, shipping fees, tolls and shipping and postage costs. Office expenses in support of these services should be included in the monthly service fee. Should travel reimbursement be required for activities completed under Task 5, those activities will be estimated and approved by the County in advance. Travel expenses reimbursement will be in accordance with FS 125.0104 and Collier County Resolution 2006.40 Hourly Fee for special projects not included in the five (5) research tasks listed Task Description Unit of Measure Rate 1 Special Projects (Senior Staff) Hourly $150.00 2 Special Projects (Other Staff) Hourly $75.00 16.F.7.d Packet Pg. 2366 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) Page 15 of 15 Fixed Price Professional Service Agreement 2021_Ver.1 Other Exhibit/Attachment Description: ____________________________________________________________ following this page (pages ____ through ___ ) this exhibit is not applicable 16.F.7.d Packet Pg. 2367 Attachment: 21-7860_Contract_Downs&St.GermainResearch,Inc. (17410 : RFP for Tourism Research Services) ANY PROPRIETOR/PARTNER/EXECUTIVE OFFICER/MEMBER EXCLUDED? INSR ADDL SUBR LTR INSD WVD PRODUCER CONTACT NAME: FAXPHONE (A/C, No):(A/C, No, Ext): E-MAIL ADDRESS: INSURER A : INSURED INSURER B : INSURER C : INSURER D : INSURER E : INSURER F : POLICY NUMBER POLICY EFF POLICY EXPTYPE OF INSURANCE LIMITS(MM/DD/YYYY)(MM/DD/YYYY) AUTOMOBILE LIABILITY UMBRELLA LIAB EXCESS LIAB WORKERS COMPENSATION AND EMPLOYERS' LIABILITY DESCRIPTION OF OPERATIONS / LOCATIONS / VEHICLES (ACORD 101, Additional Remarks Schedule, may be attached if more space is required) AUTHORIZED REPRESENTATIVE EACH OCCURRENCE $ DAMAGE TO RENTEDCLAIMS-MADE OCCUR $PREMISES (Ea occurrence) MED EXP (Any one person)$ PERSONAL & ADV INJURY $ GEN'L AGGREGATE LIMIT APPLIES PER:GENERAL AGGREGATE $ PRO-POLICY LOC PRODUCTS - COMP/OP AGGJECT OTHER:$ COMBINED SINGLE LIMIT $(Ea accident) ANY AUTO BODILY INJURY (Per person)$ OWNED SCHEDULED BODILY INJURY (Per accident)$AUTOS ONLY AUTOS HIRED NON-OWNED PROPERTY DAMAGE $AUTOS ONLY AUTOS ONLY (Per accident) $ OCCUR EACH OCCURRENCE CLAIMS-MADE AGGREGATE $ DED RETENTION $ PER OTH- STATUTE ER E.L. EACH ACCIDENT E.L. DISEASE - EA EMPLOYEE $ If yes, describe under E.L. DISEASE - POLICY LIMITDESCRIPTION OF OPERATIONS below INSURER(S) AFFORDING COVERAGE NAIC # COMMERCIAL GENERAL LIABILITY Y / N N / A (Mandatory in NH) SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE THE EXPIRATION DATE THEREOF, NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS. THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIOD INDICATED. NOTWITHSTANDING ANY REQUIREMENT, TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS CERTIFICATE MAY BE ISSUED OR MAY PERTAIN, THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES. LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS. THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER. THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT: If the certificate holder is an ADDITIONAL INSURED, the policy(ies) must have ADDITIONAL INSURED provisions or be endorsed. If SUBROGATION IS WAIVED, subject to the terms and conditions of the policy, certain policies may require an endorsement. A statement on this certificate does not confer rights to the certificate holder in lieu of such endorsement(s). COVERAGES CERTIFICATE NUMBER:REVISION NUMBER: CERTIFICATE HOLDER CANCELLATION © 1988-2015 ACORD CORPORATION. All rights reserved.ACORD 25 (2016/03) CERTIFICATE OF LIABILITY INSURANCE DATE (MM/DD/YYYY) $ $ $ $ $ The ACORD name and logo are registered marks of ACORD 6/20/2021 (850) 386-1111 (850) 385-9827 23760 Downs & St. Germain Research, Inc. 2992 Habersham Dr. Tallahassee, FL 32309 32700 10190 42376 20443 A 1,000,000 X BP02320031601 4/3/2021 4/3/2022 100,000 Included 1,000,000 2,000,000 2,000,000 1,000,000B X 5129450301 7/10/2021 7/10/2022 1,000,000C 5129450302 4/3/2021 4/3/2022 10,000 1,000,000 D AWC1166977 4/3/2021 4/3/2022 500,000 500,000 500,000 E Professional Liab 652304255 1/10/2021 Per Claim 2,000,000 E Professional Liab 652304255 1/10/2021 1/10/2023 Aggregate 2,000,000 Collier County Board of County Commissioners, OR Board of County Commissioners in Collier County, OR Coller County Government, OR Collier County included as an additional insured under the captioned Commercial General Liability and Automobile Liability Policies on a primary and non-contributory basis if required by a written contract Project 21-7860 Tourism Research Serviecs Collier County Board of County Commissioners 3295 Tamiami Trail E. Naples, FL 34112 DOWN&ST-01 TBEAUDOIN Hub International Florida 1117 Thomasville Road Tallahassee, FL 32303 Nationwide General Insurance Company Owners Insurance Company Southern-Owners Insurance Company Technology Insurance Company Continental Casualty Company Aggregate X 1/10/2023 X X X X X X X 16.F.7.f Packet Pg. 2368 Attachment: 21-7860_DownsSt.GermainResearchInc._COI (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2369 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2370 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2371 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2372 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2373 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2374 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2375 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2376 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2377 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2378 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2379 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2380 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2381 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2382 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2383 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2384 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2385 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) 16.F.7.g Packet Pg. 2386 Attachment: 21-7860_DownsSt.GermainResearchInc._vendorsigned (17410 : RFP for Tourism Research Services) Solicitation No. 21-7860 TOURISM RESEARCH SERVICES Prepared by Downs & St. Germain Research 800.564.3182 www.dsg-research.com TAB 1 Cover Letter By our signatures below, we, Joseph St. Germain, President of Downs & St. Germain Research, and Phillip Downs, Senior Partner of Downs & St. Germain Research, attest that this proposal meets all requirements outlined in RFP 21-7860. We further attest that Downs & St. Germain Research is fully qualified to perform all research services requested in the Scope of Work. Finally, we attest that we will provide all deliverables as detailed in the RFP and that we will present a Certificate of Insurance adhering to all specifications in the RFP if we are chosen to perform market research for the Collier County Tourist Development Council and the Naples, Marco Island, Everglades Convention & Visitors Bureau. We acknowledge and accept all of the GENERAL BID INSTRUCTIONS, and we acknowledge and accept all Collier County purchase order terms and conditions. Joseph St. Germain, Ph.D. President, Downs & St. Germain Research joseph@dsg-research.com office (850) 906 -3111 | cell (850) 321-1782 Phillip Downs, Ph.D. Senior Partner, Downs & St. Germain Research pd@dsg-research.com office (850) 906 -3111 | cell (850) 545-9255 2 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Downs & St. Germain Research Philosophy. Our firm is positioned to excel in customer service, research methods, data quality, and strategic relevance of research. Customer service. We are literally available to our clients 24/7/365. Whatever the client needs –we work at night, on weekend, on holiday –whatever is necessary. We maintain continuous communication with our clients. Research methods. With four senior staff who have doctoral degrees, firms 10 times our size do not have the academic firepower that leads to our state-of-the-art research methodology and statistical analyses. Data quality. Our Senior Partner has published and presented professional and academic treatises on questionnaire construction. He combines academic rigor with the practicality gained form writing over 1,200 questionnaires for corporate, government and tourism clients. We have developed the most extensive tourism data collection team in Florida, and our proprietary Interviewer Training Manual helps ensure that our interviews are of the highest quality. Strategic relevance. Our Senior Partner taught marketing for 3 decades at the university level. Knowing how research results can influence marketing strategy leads to better questionnaires and focus group scripts. We also are expert at developing marketing strategy for our clients based on research results. We function as strategic partners to our clients and help them with: 1.Assistance in selecting the most promising target markets 2.A valid ROI figure to show government officials 3.Evidence to fight commissioners from taking their marketing dollars 4.A research team that could help them guide their advertising agency in developing marketing and branding strategies 5.Assistance in developing the optimal strategic market research plan 6.A second opinion in deciding whether to hire an analytics firm 7.Objective advice on which firm provides the most valid vacation rental metrics 8.Help in strengthening relationships with industry partners 9.To understand the destination’s unique emotional positioning vis-a-vis competitive destinations MANAGEMENT SUMMARY 3 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 10.An independent (of the advertising company) voice in discovering the best lifestyle segments to pursue and the best positioning strategy for appealing to them 11.A research firm that can be an independent voice in assisting the destination and its advertising agency in developing or modifying brand strategy 12.An expert to stand up to state legislators who threaten Visit Florida’s funding Beyond the forgoing, we are Thought Leaders in Tourism Market Research in Florida. We have worked with Destinations Florida to raise the bar on tourism market research in Florida. We have given several presentations at Destinations Florida on topics such as: 1.Valid data collection processes for tracking visitors, 2.Suitable measures of ROI, 3.Best method for measuring the number of day trippers, 4.Valid method for determining local taxes paid by visitors and residents, 5.How to calculate the cost to local governments of servicing visitors, 6.Calculating the number of jobs created by visitors, and 7.Appropriate research for birthing new brands or revising existing ones We also give back to the industry. We conducted the 2019 TDT Use Report, a pro bono study for Destinations Florida, that identified specific benefits the citizens of Florida received from how destinations used their Tourist Development Taxes. We conducted another pro bono study for Destinations Florida that examined the economic impact and quality of life that tourism provides to individual counties in Florida. We also conducted a series of pro bono surveys for Destinations Florida to document the economic damage done by COVID-19 to the tourism industry, in general, and to specific counties. Finally, we have unparalleled experience and expertise researching visitors to Florida. We have worked in Florida tourism since 1991. In the past 10 years, we have worked with more DMOs in Florida and conducted more and widely varied studies in Florida than any other firm. 4 TAB 2 Certified Women and/or Minority Business Enterprise ________________________________________________________________________________________ Downs & St. Germain Research is dedicated to working cooperatively with minority and women-owned business enterprises in all of our research. Since 2019, we have worked closely with Lori Lane Personnel Services, Inc., a certified women-owned business enterprise located in Fort Myers, to assist us with hiring and training field interviewers for tourism research in Lee County and the greater Tampa Bay area. Downs & St. Germain Research also takes immense pride in the fact that half of our full- time management team are women, including our Research Economist, Director of Research, Senior Project Director, and one of our Project Directors. In addition, two-thirds of our field interviewing team are women. ___________________________________________________________________________________________ 5 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 ______________________________________________________________________________ Name:Lori Lane Personnel Services, Inc. Business Designation:Corporation Contact:Lori Lane Address:2049 Mcgregor Blvd, Fort Myers, FL 33901 County: Lee Phone:(239) 489-1588 Email:llane@lorilanepersonnel.com Designations:Women Owned, December 28 2020 –December 28 2022 ______________________________________________________________________________ 6 TAB 3 Business Plan ________________________________________________________________________________________ Throughout this section, we will detail:⟶How we will approach each task in the Scope of Services⟶Timeline for deliverables⟶Creative ideas for interviewing, reporting, and data collection⟶How we ensure reliability and validity of data⟶Examples of our work product ________________________________________________________________________________________ 7 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 VISITOR PROFILE STUDY The purpose of the Visitor Profile Study is to document visitor metrics including:⟶Demographics of visitors⟶Economics⟶Types of visitors, e.g., business vs. meetings vs. leisure⟶Origin & demographics of international vs. domestic visitors⟶Tourism employment statistics⟶Airport arrivals and departures⟶Visitors’ comments about vacation experiences in Collier County⟶Reports •Annual Calendar and Fiscal Year reports summarizing all of the above, plus the economic impact of visitors to Collier County. •Quarterly reports for visitors and hotel metrics to be distributed to the County Commission. •Monthly 3rd party reports on economic trends, competitive destination data, and group meeting impact. Downs & St. Germain Research will provide all of the above from the Visitor Profile Study, PLUS we will provide the following strategic information for no additional cost.⟶Analyses of millennials vs. GenXers vs. Boomers; 1st time vs. loyal visitors; day trippers vs. VFRs vs. visitors in paid accommodations; long-term visitors⟶Using Visitor Profile data, US Census data, and market media data, we will provide an analysis of which markets represent the best targets for the Naples, Marco Island, Everglades CVB’s marketing dollars.⟶Analysis of revenue that Collier County government derives from visitors; analysis of the cost to Collier County government 8 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Preface: Most destination clients do not know what goes on behind the curtain of research. For that reason, we offer very detailed information on how we conduct studies and why. There are two types of error in Visitor Profile (and most other types of) studies:⟶Sampling error⟶Non-Sampling error Sampling error is all most clients hear about. It is error incurred from not interviewing all of the people in a given population. For example, the sampling error when interviewing 2,400 visitors out of 5 million is ±2% points given a 95% confidence level. Non-sampling error is not easily quantified and can be much greater and more damaging to the validity of results than sampling error. It includes:⟶Poor sampling plan –not setting up an interviewing schedule to include all appropriate interviewing sites, therefore not getting a representative set of visitors⟶Operationalizing the sampling plan –not stationing interviewers at all appropriate locations at appropriate days, and times of day to intercept a representative set of visitors⟶Poorly written questionnaire –this includes improper order that can bias responses, questions that are not clearly understood by all visitors, response scales that do not capture what visitors intend to say, questions that do not capture the construct that you intend to measure.⟶Interviewing errors –this includes hiring interviewers who do not talk clearly, have poor attitudes, do not read the questionnaire properly, offer their own interpretations of questions when asked by visitors, record answers incorrectly, choose people to interview who look like them, interviewers who go to another interviewing site rather than the one that was assigned, and interviewers who fabricate interviews. OUR APPROACH 9 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Non-sampling errors described above can cripple the validity of a study and the client will not even know it happened. Given the importance of minimizing non- sampling errors, we will take considerable time to explain our processes for dealing with these issues. Critical issues to ensure valid data for visitor profile studies include the following:⟶Sampling Plan⟶Interviewer hiring⟶Interviewer training⟶Interviewer supervision In Visitor Profile Studies, we recommend a multistage, stratified, random sampling plan that captures all types of visitors (stay in paid accommodations, those visiting friends & relatives [VFRs], and day trippers [who do not spend the night]. In operationalizing our sampling approach, we will stratify Collier County by:⟶Geography (e.g., 5th Avenue shopping/entertainment area, 3rd Street shopping/entertainment area, Everglades City, Delnor-Wiggins Pass State Park, Clam Pass Beach Park, Barefoot Beach Preserve County Park, etc.)⟶Beach areas (e.g., Vanderbilt Beach, Marco Island beach, Tigertail Beach Park, South Beach, Naples Municipal Beach, Naples Pier, etc.)⟶Property type (e.g., Hotels, motels, vacation rental companies, campgrounds, etc.)⟶Attractions (e.g., Naples Zoo at Caribbean Gardens, Museum of the Everglades, Naples Botanical Gardens, The REVS Institute, Marco Island Historical Society, Sun-N-Fun Lagoon, etc.)⟶Events (e.g., Minto US OPEN Pickleball Championships, Cars on Fifth, seafood festivals, art festivals, etc.)⟶Southwest Florida International Airport –we have permission to interview within the airport and have been doing so for the past 2 years 10 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 From this stratified, random sampling approach, we will not only have a valid and representative set of visitors to Collier County in our sample, but we will also know the percentage of visitors who are day trippers, who stay with friends and relatives, and who stay in paid accommodations. Having an accurate estimate of the percentages of day trippers, VFRs and visitors staying in paid accommodations is essential in determining the total number of visitors to Collier County. This sampling approach also enables us to determine the number of business travelers to Collier County; the number of visitors who come for nature, the arts, sports, etc.; the number who travel to different geographic areas of the county; and many other detailed breakdowns of visitor tracking data that may be of interest to the Naples, Marco Island, Everglades Convention & Visitors Bureau and Collier County Tourist Development Council. Imagine, for a moment, that you are given a very large jar of 1,000,000 red, white, and blue marbles, and tasked with the challenge of estimating how many of each color there are. By taking a small sample of 100 marbles from the jar and counting how many there are of each color, you may use these counts as an estimate for the total number of red, white, and blue marbles. This strategy is exactly what we do in our Visitor Profile studies, except that our red, white, and blue marbles are:⟶Visitors who stay in paid accommodations⟶Visitors who stay with friends and relatives⟶Day trippers With our stratified, random sampling process for interviewing visitors, we have a representative and valid set of visitors from whom we get all the information needs requested by the Naples, Marco Island, Everglades CVB. No other tourism research firm has the methodological knowledge, survey research experience, interviewing bandwidth, managerial oversight, and analytical expertise required to conduct Visitor Profile studies the way that Downs & St. Germain Research does. Our process is difficult, painstaking, requires constant oversight, and is the equivalent of running a business in Collier County, for that is exactly what we will do. We will hire and train interviews across the county to use iPads to conduct interviews. 11 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Firms that have tried to replicate our methodology fall short because it takes dedicated staff to screen and hire interviewers, train them on proper interviewing techniques, supervise them, and motivate them to always do stellar interviewing. We have perfected our approach throughout Florida where we have 50 interviewers working constantly to provide visitor data across the state, plus we use the same process in Maine where we have interviewers in all eight regions of the state. We will utilize this same approach in Collier County. We will have a data collection supervisor located at our satellite office in Bonita Springs, just 25 minutes from the Naples, Marco Island, Everglades CVB and no more than 30 minutes from all of the interviewing locations throughout Collier County. Our approach is based on interviewing all types of visitors to Collier County throughout the year using a stratified, random sampling process that ensures that we collect data from a representative set of visitors throughout the year. As shown below, we use experienced interviewers to collect information from visitors at scientifically determined locations including events; attractions; public places such as beaches and shopping areas, and business facilities; hotels; and vacation rentals. We set quotas for interviewing based on time of day, day of week, season, etc. to ensure that we are collecting data from a representative set of visitors. Then we “mystery shop” our onsite interviewers to ensure that data are valid and that sampling quotas by day, time of day and type of visitor are being met. 12 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 A map of Collier County with potential interviewing sites is shown below: Potential interviewing locations that we have identified and are shown in the map above include: Barefoot Beach Preserve County Park Clam Pass Beach Park South Marco Island Beach Access Lowdermilk Park on Naples Beach Naples Municipal Beach & Fishing Pier Port of the Islands Marina Port-O-Call Marina Naples Botanical Garden Everglades Wonder Garden Corkscrew Swamp Sanctuary Naples Zoo at Caribbean Gardens Wooten’s Animal Sanctuary Sun-n-Fun Lagoon Seminole Casino Hotel LaPlaya Beach & Golf Resort Best Western Naples Plaza Hotel Staybridge Suites Naples –Marco Island Holiday Inn Express Naples South –I-75 Mercato Shops Miromar Outlets Paradise Coast Sports Complex Florida Panther Wildlife Refuge 13 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 We will discuss interviewing sites with the Naples, Marco Island, Everglades CVB, a priori, to ensure that we have the optimal sampling plan. We can ensure the Naples, Marco Island, Everglades CVB that we will interview the right percentage of all key types of visitors including: 1.those who stay in paid accommodations (hotels, motels, B&Bs, vacation rental properties, state parks, etc.), 2.those visiting friends and relatives, and 3.day trippers. No other firm operationalizes this approach as effectively as we do. In fact, we have had firms that use national samples and omnibus surveys contact us to inquire about Downs & St. Germain Research conducting on-the-ground, intercept surveys for them. No other methodology for measuring visitors can have the scientific accuracy of Downs & St. Germain Research’s approach of interviewing visitors on the ground while they are in Collier County. We typically collect 2,500 to 3,000 interviews with visitors during a Visitor Profile Study. We collect data in every month and in every week of the year. This schedule enables us to track every type of visitor, resulting in a representative and valid sample of visitors. We will guarantee 2,500 completed interviews a year or over 200 per month – twice the number currently being collected. This will ensure that the sampling error and thus the validity of Collier County’s data will be superior to what is currently being collected. We may exceed 200 interviews in some months when visitation is high (January to May), and we guarantee 100 in slower months such as September to November. The sampling error for a sample size of 2,500 is ±1.96% points given a 95% confidence level. That is, we are very certain (95%) that the results in our Visitor Profile Study for Collier County will be within 1.96% points of the “true” value on an annual basis. On a monthly basis, the sampling error will be ±6.9% points. More critical than the sample size is the sampling plan described earlier and the quality of the interviewing process explained on the following page. 14 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 As professors who have taught survey research, our senior staff understand that the validity of any study can be undermined by poor interviewing. Hiring Interviewers We will send our team to Collier County to canvass the area for qualified interviewers. In hiring interviewers, we look for individuals who have experience in detail-oriented work. We also look for interviewers who enunciate clearly. We screen out interviewers who cannot communicate effectively to a wide range of visitors including European, South American, and Asian visitors. It is important that interviewers not have mannerisms that attract attention to themselves. Attention must be on the questionnaire. Training Interviewers We will send our team to Collier County to train qualified interviewers. We will train them in the art of being a good interviewer. Good interviewers are like friendly robots. They are supposed to read the questionnaire exactly as written without exception. They are given specific follow up language they are allowed to say if visitors do not understand a question. Good interviewers do NOT ad lib, nor do they do not provide their own explanations for questions. Interviewers will be trained using a manual developed by our Senior Partner, Phillip Downs, Ph. D., when he taught survey research at Florida State University. The manual is very detailed and covers issues such as:⟶How to randomly select people to interview⟶How to select one person from a group of 2 or more⟶How to handle objections, mild arguments, and refusals⟶How to handle difficult individuals in the field INTERVIEW VALIDITY 15 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Minimizing Non-Sampling Error Data collected in a Visitor Profile Study (or any other study) is the most important ingredient. If the data collection is not top-of-the-line, the end product is not either; yet, when the data collection is top-of-the-line, the end result is fantastic. With Downs & St. Germain Research, the ingredients (data) for the Naples, Marco Island, Everglades CVB’s reports will be the highest level of quality. Our data collection for Visitor Profile studies is state-of-the-art. No other firm matches our experience and expertise in interviewing visitors to Florida. The Naples, Marco Island, Everglades CVB’s final reports will be valid; no one will be able to question your visitor metrics. Questionnaire Development Questionnaire design is part science, part art. A few examples will illustrate the subtleties of questionnaire construction: 1.Do you favor extending the extra penny sales tax? 2.Do you favor or oppose extending the extra penny sales tax? 3.Do you favor or oppose extending the extra penny sales tax, which will cost a typical household of three $250 per year? 4.Extending the extra penny sales tax from the year 2020 to 2034 will cost the typical household of three $250 per year, or $3,750. The money will be used to build and widen roads and to save and improve lakes. Do you favor or oppose extending the extra penny sales tax? The first question is unbalanced, i.e., it mentions “favor” but not “oppose.” Answers to the second question will differ from answers to the first because of the formal balance achieved by adding “oppose”. The third question adds a sense of reality (cost) to the issue. The fourth question presents benefits and costs as well as formal balance. All of these questions are designed to measure the same construct, yet each question will produce a different response from a sample of 1,000 people. 16 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Another simple example of questionnaire issues: “How many people are in your family?” Straightforward and unambiguous, or is it? Did you include your brother who is married with two children and living in Miami? What about your mother who lives across town? How about your aunts and uncles and grandparents, etc.? A less ambiguous version of this question is, “How many people presently live in your household year-round?” Here’s one more example of how seemingly innocent questions can produce different results. The following two questions were used in a national study:⟶Considering all things, how happy are you? (general happiness)⟶Considering all things, how happy are you with your marriage? (marital happiness) The questions were presented in this order to half of the sample, and in the reverse order to the other half of the sample. Respondents who received the general happiness question first were happier than respondents who received the marital happiness question first. Thus, order of questions can impact how we respond. People who received the marital happiness question first began thinking about problems in their marriages. Their thoughts carried over to when they answered the general happiness question! Response Scales in Questionnaires Still not convinced that it pays to hire an expert to write your questionnaire? Consider these response scale issues. Should there be an even or odd number of scale points? Which one of the following is correct? Strongly agree Agree Disagree Strongly disagree Strongly agree Agree Neither agree not disagree Disagree Strongly disagree 17 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 The answer is “it depends.” The scale on the left should be used if the topic is relevant and salient to respondents. The scale on the right should be used if respondents lack knowledge and salience about the topic. We did not address the issues of “Don’t know” and “No opinion” in the preceding discussion. It is generally more valid to include “Don’t know.” Including “No opinion” is appropriate if we expect that the topic is of low salience. We often see numbered response scales. Are they appropriate? How many scale points should we use? A good response scale possesses three characteristics:⟶The polar (on the ends) response options should be equally distant, semantically speaking, from the middle point.⟶The polar response options should be as far (semantically) from the middle point as possible.⟶There should be equal semantic space between successive pairs of response options. Adjectives for response options are more valid than numbered response options if they meet the preceding criteria. However, constructing a valid response scale with adjectives is not easy. For example, the following response scale is often used in research: Excellent Good Fair Poor This is not an “excellent” scale because the positive polar response scale (excellent) is further, semantically, from the midpoint than the negative polar response scale (poor). How do we know this? It has been proven in academic research designed to test such “academic” issues! Another problem with this popular scale is that the semantic distance between “excellent” and “good” is further than the semantic distance between “good” and “fair.” 18 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Again, this has been proven in academic research. A better response scale using adjectives is: Excellent Very good Good Fair Poor The only limitation of this scale is that the polar negative response point is not as far (semantically) from the midpoint as the positive polar response scale point. Back to numbers when developing response scales. Since it is so hard to develop a valid response scale using adjectives, why not just use numbers, such as 1 to 5? Most researchers use these types of scales without questioning them. However, it has been proven (those academicians again) that a numbered scale is not as reliable as an adjective scale. Oh, and one more thing. Using 1, 2, 3, 4, 5 as a response scale produces different results than using -2, -1, 0, 1, 2. Do you know why? It is because most individuals shy away from negative numbers when rating objects. Hence the -2 to +2 scale will produce higher overall ratings than the 1 to 5 scale. This is referred to as scale bias. We definitely do not want scale bias in your study. The Naples, Marco Island, Everglades CVB’s questionnaires will be written by Drs. Downs and St. Germain who have written over 1,000 questionnaires, published a dozen articles on how to construct questionnaires, and taught questionnaire construction to over 25,000 college students and 5,000 executives. Get valid results –have nationally recognized experts write your questionnaire. 19 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Timeline for Visitor Tracking Study The following graphic summarizes our timeline and deliverables for the Visitor Profile Study. Following that, we give a detailed breakdown of our timeline and deliverables. Though the above timeline assumes that the beginning of data collection will begin on July 1st, Downs & St. Germain Research can make adjustments to match the timeline desired by the Naples, Marco Island, Everglades CVB. 20 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Creative Ideas for Data Collection & Reporting In the previous section we indicated our stratified, random sampling plan that increases data collection points from a few locations and events to a much broader, county-wide data collection that is built on scientific principles of statistics. Picture interviewers located at 6 locations throughout the county. They would be able to interview certain types of visitors. Now picture interviewers located at 30 locations throughout the county. They would be able to intercept all types of visitors throughout the year. The net result is more valid visitor data. Now envision a sample that is twice as large as previously collected. The sampling error is reduced drastically, i.e., the validity of visitor data is increased dramatically. In addition to our on-site interviews with interviewers using iPads, we will also encourage Collier County to allow us to use internet enhanced approaches such as using Lucid1, Google Surveys2, Facebook, and other social media platforms. These platforms enable us to reach targeted visitors and potential visitors to Collier County. These platforms also enable us to increase the sample size for Visitor Profile Studies and thus, increase the validity of results. 1 Lucid is a research technology (ResTech) platform that delivers programmatic access to first-party survey data. This data can be used to build business strategies, measure the impact of digital advertising, publish research, and more. With available respondents in more than 100 countries, Lucid makes it possible for anyone, in any industry, to survey online audiences to get the answers they need. Lucid’s programmatic technology directly connects researchers with online communities of survey participants. In our Marketplace, projects are awarded via a reverse-auction bidding process. That means buyers (researchers) send survey opportunities, and suppliers match their respondents with these surveys. 2 Google Surveys have been tested by academicians and found to approximate random samples. Google Surveys offers two panels of respondents:⟶Internet users reading content on a network of web-publisher sites using Google Opinion Rewards for Publishers⟶Smartphone users who have downloaded and signed up to use an Android app called Google Opinion Rewards 21 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Data Accuracy In an effort not to be redundant with material already covered, we will summarize what ensures validity and reliability of visitor data:⟶Larger sample size –lower sampling error –higher validity⟶Stratified random sampling plan with at least 30 interview locations throughout the county⟶Mystery shop on our interviewers to ensure they are following instructions⟶Use our in-house interviewer training manual to train each interviewer on proper interview techniques⟶Role playing to prepare interviewers for live interviews⟶Interviewer supervisor located in Bonita Springs so she/he can keep close surveillance on interviews⟶We know if interviewers are where they are supposed to be when they are supposed to be by monitoring their iPad geolocation⟶Analyze data patterns across surveys to see if any interviewer had unusual activity⟶Examine the time it takes to complete each interview to check for unusual interviewer activity Reports Our goals in preparing reports are to: 1.Tailor report style and content to each client’s needs 2.Organize reports so casual readers (CVB board, county commission, etc.) can glean critical facts without digging through tons of numbers, and so more engaged readers (CVB staff, executive director) can get all the detail needed to make strategic decisions. 22 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 When we present results to CVB boards or commissioners, we focus on the Executive Summary, which is heavily laced with graphs and photos. We typically cover an entire Economic Impact report or Visitor Profile report in ten minutes or less when speaking to CVB boards or commissioners. We organize our reports to follow the visitor’s journey from pre-visit planning to economic impact of visit. The following graphic is an example of the organization of our reports: If agreeable to the Naples, Marco Island, Everglades CVB, we recommend a two- part report. The Executive Summary is punctuated heavily with graphs and photos and it provides an overview of all critical findings. The Executive Summary is typically 25 to 30 slides that can be presented in less than 10 minutes to the CVB board or county commission. The Detailed Findings section presents all the details. It typically is 80 to 100 slides. In addition, we provide unlimited crosstabulations of data and we are available to present results to staff, the CVB, county commissioners, media, the public, etc. We also provide a complete listing of all verbatim comments from visitors. Examples of typical graphs from the Executive Summary and Detailed Results sections of our reports are shown on the following pages. 23 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Examples of Executive Summary Slides 24 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Examples of Detailed Findings Slides 25 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Examples of Verbatim Slides 26 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Examples of Annual Comparison Slides Calendar Year 2019 Pre-Visit 125 Transporta�on 2018 2019 Fly 75%66% Drive a personal vehicle 21%29% Drive a rental vehicle 3%3% Drive a RV 1%1% Travel by bus 0%1% Other 1%1% Airport Used 2018 2019 XXXXXXX Interna�onal 80%72% YYYYYYY Regional 8%10% ZZZZZZZ Interna�onal 3%5% BBBBBB interna�onal 2%4% AAAAAAInterna�onal 3%4% CCCCCC Interna�onal 3%4% Other 2%2% Pre-Visit Calendar Year 2019 Post -Trip Evalua�on 134 Sa�sfac�on with Visit 2018 2019 Very sa�sfied 54%68% Sa�sfied 39%28% Neither 2%2% Dissa�sfied/Very dissa�sfied 1%1% Don’t know 4%1% Sa�sfac�on with Customer Service 2018 2019 Very sa�sfied 42%61% Sa�sfied 45%31% Neither 4%3% Dissa�sfied/Very dissa�sfied <1%1% Don’t know 9%4% Post-Trip Evalua�on 27 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 We will provide a separate report, for no additional charge, that details differences in your visitors across generations. Below are a few slides from a report for another client. LAGNIAPPE –VISITOR PROFILE 28 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Lagniappe –Visitor Profile Study 1st time visitors vs. loyal visitors As in the slides shown above, we point out differences in spending, reasons for coming, activities enjoyed, types of accommodations, awareness of CVB advertising, etc., between 1st time visitors and loyal visitors -all for no additional charge. Lagniappe –Visitor Profile Study Day trippers vs. VFRs vs. Visitors staying in paid accommodations We provide the same detailed report as shown above for differences across these types of visitors. Lagniappe –Visitor Profile Study Target Market Identification Using Visitor Profile data, US Census data, and market media data, we will provide an analysis of which markets represent the best targets for the Naples, Marco Island, Everglades CVB’s marketing dollars. Using our unique “Penetration/Potential Analysis” of Visitor Profile results coupled with census data and media market pricing, we can show your marketing team which markets to focus advertising spending. Lagniappe –Visitor Profile Study Net Value of Tourism to Collier County Government The Visitor Profile Study focuses on the economic impact of visitors to the Collier County economy. We can also use results from the Visitor Profile Study along with Collier County Government Budget data to determine the revenue flowing to County government from visitors; the cost to Collier County government of servicing visitors; and the net monetary value of visitors to Collier County government. 29 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 We could mention our experience in conducting these studies in over 30 destinations throughout Florida and Maine; we could mention our 4 Ph.D.s who will guarantee that nothing is left to chance; we could mention our 4 project directors who have completed over 300 Visitor Profile studies; we could mention our easy-to-read, colorful reports; and we could mention that we provide additional analyses, consultations, presentations, etc., without charging a penny more. But what we would like the selection committee to consider is the value added we offer through the following elements that have been discussed in the preceding sections of the proposal. WHY US? We will provide analyses for: 1. first time visitors vs. loyalists 2. generations 3. daytrippers vs. "normal" visitors vs. long-term visitors More validity through larger sample size (2,500) More validity by collecting data at 30 locations around Collier County (stratified random sampling) We wil calculate the ROI for the CVB's total marketing effort We will show the net financial benefit of visitors to Collier County government We will identify the best target markets for the CVB's advertising More validity with an interviewer supervisor located in Bonita Springs 30 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 HOTEL OCCUPANCY & AVERAGE DAILY RATE (ADR) STUDY We have conducted over 200 period (monthly or quarterly) Hotel Occupancy/ ADR studies for destinations in Florida. Research Plan Our methodology begins with contacting each property (hotels, motels, campgrounds, RV parks, vacation rental agencies) to identify which person within the organization has this information. Then each month, we contact this person via email and telephone to ensure they compete the questionnaire. Nothing increases response rates in these types of studies like repeated contacts. Of course, we are sensitive to burdening property managers and owners, but we do repeated contacts until we either get the information or know the property is just not going to participate that month. Timeline We will deliver this information by the end of the following month. Creative Ideas A critical variable in conducting Occupancy/ADR studies is determining the appropriate inventory each month. Some properties take units off the market during slow seasons. Our questionnaire for this study enables us to determine inventory. Knowing the number of units available to visitors each month also enables us to calculate a valid estimate of visitors staying in paid accommodations through the following formula: A sample of one of our typical Hotel Occupancy & Average Daily Rate questionnaires for April –June 2021 is shown on the following pages. 𝑷𝑷𝑷𝑷𝑷𝑷𝑷𝑷𝑽𝑽𝑷𝑷𝑽𝑽𝑷𝑷𝑽𝑽𝑽𝑽𝑽𝑽𝑽𝑽=𝑰𝑰𝑰𝑰𝑰𝑰𝑰𝑰𝑰𝑰𝑽𝑽𝑽𝑽𝑽𝑽𝑰𝑰∗𝑶𝑶𝑶𝑶𝑶𝑶𝑶𝑶𝑶𝑶𝑷𝑷𝑰𝑰𝑶𝑶𝑰𝑰∗𝑫𝑫𝑷𝑷𝑰𝑰𝑽𝑽𝑷𝑷𝑰𝑰𝑷𝑷𝑰𝑰𝑽𝑽𝑷𝑷𝑽𝑽𝑷𝑷∗𝑻𝑻𝑽𝑽𝑷𝑷𝑰𝑰𝑰𝑰𝑻𝑻𝑷𝑷𝑷𝑷𝑽𝑽𝑽𝑽𝑰𝑰𝑺𝑺𝑷𝑷𝑺𝑺𝑰𝑰𝑳𝑳𝑰𝑰𝑰𝑰𝑳𝑳𝑽𝑽𝑳𝑳𝑽𝑽𝒐𝒐𝑺𝑺𝑽𝑽𝑷𝑷𝑰𝑰 31 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Thank you for participating in this month’s Occupancy Survey. The Naples, Marco Island, and Everglades Convention and Visitors Bureau has requested Downs & St. Germain Research to conduct this survey of Collier County lodging properties on a quarterly basis. As the owner or general manager of a lodging property in Collier County, your input is very important. Please complete the following questionnaire no later than the 15th of the month. It will take no more than 5 minutes. Thank you very much for assisting the Naples, Marco Island, and Everglades Convention and Visitors Bureau. In which Collier County area(s) is your property located? Select all that apply. Which of the following type(s) of properties do you manage/own? Select all that apply. [ ] Hotel/Motel/Resort/Bed & Breakfast [ ] Condo/Cottage/Cabin [ ] RV Park/Campground [ ] Trailer Park [ ] Timeshare rental [ ] Other _______________________________________________________ During the course of a typical year, are there any months that your property is closed for the entire month or for most of the month? Select all that apply. [ ] Naples [ ] Marco Island [ ] Immokalee [ ] Golden Gate [ ] Everglades City [ ] Lely [ ] Goodland [ ] Chokoloskee [ ] Orangetree [ ] Verona Walk [ ] Plantation Island [ ] Other _______________________ [ ] January [ ] February [ ] March [ ] April [ ] May [ ] June [ ] July [ ] August [ ] September [ ] October [ ] November [ ] December [ ] None –we are open year-round 32 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 What is the total number of rooms/units/sites of your property or the total number of units your vacation rental agency manages in Collier County? ____Total number of rooms, units, etc. How many rental units, rooms, etc. were available each month for short term rental, i.e., units, rooms, etc. that were not pulled for owners use, not being repaired, not pulled off the market for lack of demand, etc. (Short term rental means 180 days or fewer). ____April ____May ____June What was your average occupancy rate for each of these months? ____April ____May ____June What was your average daily rate (ADR) for each of these months? ____April ____May ____June Are the rates you posted above: ( ) Daily ( ) Weekly ( ) Monthly What was your average number of guests per [room/site/unit] in each of these months? ____April ____May ____June 33 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 What was the average length of stay (in nights) of your guests in each of these months? ____April ____May ____June From April through June 2021, was there anything out of the ordinary that increased your occupancy? Select all that apply. [ ] Large conference/business meeting [ ] Weather of other problems in other areas that drove visitors here [ ] Better than average weather [ ] Property renovations or expansion [ ] Increased advertising/marketing [ ] Calendar-related (later-than-usual holidays, school schedule changes, etc.) [ ] Nothing out of the ordinary increased our occupancy [ ] Other _______________________________________________________ Please think about your reservations for the next three months. Compared to July through September of 2020, would you say your property’s total level of reservations are up, the same, or down for July through September of 2021? ____Up ____Same ____Down ____Not Sure What is the current total number of reservations at your property/properties for July –September 2021? ____Total number of reservations in July through September of 2021 Is there anything else you would like to share regarding ADR, occupancy, RevPAR, reservations, inventory, etc.? __________________________________________________________________________ __________________________________________________________________________ 34 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Report for Hotel /ADR Study The following are typical slides for the occupancy/ADR study. 35 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 IMPACT OF TOURISM STUDY The impact of tourism analysis is conducted by:⟶Joseph St. Germain, Ph.D., Educational Psychology⟶Phillip Downs, Ph.D., Business⟶Julie Harrington, Ph.D., Economics To determine the economic impact of tourism in Collier County, Downs & St. Germain Research will use IMPLAN since it is one of the accepted models (along with REMI, RIMS II, and proprietary Blackbox models) and we have had success with it in over 100 destination analyses. It should be noted that all four of these economic models use as a primary foundation the US Department of Commerce Input-Output tables. IMPLAN is an input-output model that takes direct effect (direct expenditures, which will emanate from surveys Downs & St. Germain Research conducts) and generates additional economic impacts within Collier County. Evidence of IMPLAN’s validity is the fact that the US Bureau of Economic Analysis, the Federal Reserve Bank, and the Environmental Protection Agency are a few of its customers. The following is a graphic depiction of input-output modeling. 36 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 The direct effects (expenditures) from tourism in Collier County are fed into the model. The direct effect is divided into two types of local purchases: 1.Purchases that will generate additional economic impacts within the local economy, and 2.Purchases that leave the local economy or are retained through savings and investments. Purchases that generate additional economic impacts, or ripple effects, cover a wide range of economic activity, but we will offer the following for illustrative purposes. A restaurant that serves visitors to Collier County purchases kitchen supplies from a local company, purchases paper products from a local company, purchases uniforms from a local company, and purchases cleaning services from a local company. Each round of inter-industry purchases generates fewer local effects until all the money originally spent leaks out of the local economy. This process is referred to as the multiplier effect. Wages for employees of the restaurant work through the local economy in the same fashion. The induced (from labor spending) and indirect (from inter-industry spending) effects combine with direct effects (actual dollars spent by visitors in Collier County) to produce the total economic contribution of visitors on Collier County’s economy. The data fed into the model will be generated through Downs & St. Germain Research’s unique multi-model data collection design explained earlier in this proposal. It should also be noted that these economic models are only as good as the data inputted into the modeling process. Economic models cannot overcome compromised data. 37 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 INQUIRY CONVERION STUDY Inquiry conversion research is an inexact science. Geofencing firms (e.g., Arrivalist) claim to be able to determine an ROI on all types of advertising. Yet, because our senior partners were trained in doctoral programs, we know these types of approaches suffer from the “chicken & egg” fallacy, i.e., did a person see the ad because they were already planning to go to the destination or did the ad motivate them to go? Only under carefully controlled experimental conditions can one, with exactness, determine the ROI of a specific ad campaign. And unfortunately, ad campaigns take place in the real world, not in the laboratory. Social media and websites have a vast array of metrics, such as number of visitors, bounce rate, average page views per session, session duration, click through rate, conversion rate, cost per conversion, etc., most supplied by Google Analytics. Unfortunately, none of these metrics can track one-to-one with visits to Collier County. If a new visitor has gone to ParadiseCoast.com, to what extent can we attribute that visitor’s spending in Collier County to the website visit? That’s the holy grail. Multi-Method Approach to Establish Convergent Validity As a Professor of Marketing, our Senior Partner has watched the marketing profession struggle for decades to determine the effectiveness of advertising, websites, social media, etc., on influencing consumers’ purchasing behavior. The bottom line –there is no silver bullet. The best ROI estimates come from calculating more than one estimate of influence. When two or more metrics are used to estimate a phenomenon, it is called convergent validity. This is the approach we recommend for the Naples, Marco Island, Everglades CVB in estimating its website’s ROI. 38 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Method 1 –In-Market Random Sampling The approach we have been using with many destination clients recently is to survey a random sample of people in the market prior to when the advertising is scheduled to run. We measure awareness of the destination, intent to travel there, as well as other elements that might be contained in the ad campaign, e.g., “Naples has the best Gulf-to-Table dining.” We then do a following up survey with this same sample to see how many actually visited Naples or had made firm plans to visit. In this manner we are able track what impact the ad campaign had on decision making to visit Naples. Method 3 is the approach that we recommend IF the Naples, Marco Island, Everglades CVB chooses to use only one method for determining advertising ROI. Method 2 –Analysis of Visitor Profile Data Visitor Profile surveys include questions about:⟶Sources of information when planning trips⟶Influences of various sources on deciding to visit From these two questions plus other data, we can determine the relative influence of the Naples, Marco Island, Everglades CVB’s website in influencing consumers’ decisions to visit. It is important to note that visitors are influenced by a range of factors including:⟶Word of mouth⟶Past visits⟶Marketing expenditures by other organizations within Collier County ⟶The Naples, Marco Island, Everglades CVB’s marketing efforts⟶The Naples, Marco Island, Everglades CVB’s website Our analysis of the Naples, Marco Island, Everglades CVB’s website’s ROI will factor in all of these influences. 39 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Method 3 –Survey of Consumers Who Request Florida's Paradise Coast Official E-Newsletters The Naples, Marco Island, Everglades CVB already collects emails of people who request a free visitor guide or e-newsletter. We will survey these people on a monthly basis to determine who came to Collier County and assess the extent to which the website influenced the visit. We recommend including a $10 online gift card for consumers who complete this survey. Methodological research has shown that incentives and reminders are the only two actions that increase response rates to surveys. Lagniappe -ROI for Collier County Total Marketing Effort We can also determine the ROI for the Naples, Marco Island, Everglades CVB’s total marketing efforts by using an approach similar to the one used by the Florida Office of Demographic and Economic Research (EDR), which is the Florida Legislature’s research team, for determining ROI for public monies spent on programs such as VISIT FLORIDA. We have determined the ROI for several DMOs using this methodology. 40 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 FOCUS GROUP RESEARCH Our clients tell us we are the best focus group moderators with whom they have worked. “Downs & St. Germain Research is our number one choice nationally for conducting branding focus groups. We have used them exclusively for our local and state DMO clients. Their understanding of marketing and how research results are used as input for marketing strategy leads to actionable research. Both Joseph and Phillip are terrific moderators and know how to tease out strategic value from participants. More importantly, both partners are tremendous assets in final presentations. Over the years, we have worked with many different research suppliers. We always recommend Downs & St. Germain Research to our clients.” -Neal Alfano, Vice President, Creative Director, Miles Partnership “I am thankful for the hard work of Miles Partnership, the marketing firm we tasked with rebranding Louisiana, and their market research partner, Downs & St. Germain Research. They approached the task of creating a new brand like a business, driving the entire campaign, and leading every strategic decision. Louisiana: Feed Your Soul will be a highly effective call to action, because it appeals to both locals and visitors alike.” -Lt. Governor Nungesser, Louisiana Focus Groups in the Age of COVID-19 The past year has challenged those who conduct focus groups. Many focus group facilities closed, and it became exceedingly difficult to recruit participants. Nonetheless, Downs & St. Germain Research has conducted rounds of focus groups for two different DMOs in several cities. We have also utilized state-of-the-art online focus group platforms in the past year including asynchronous online focus groups and virtual focus groups for DMOs. 41 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Downs & St. Germain Research Focus Group Experience Downs & St. Germain Research has conducted over 1,200 focus groups since 1983 for corporate (e.g., Publix), nonprofit (e.g., American Bar Association), government (Miami Beach), and tourism clients (Visit South Walton, Visit Central Florida, Explore Ocala/Marion, Visit Tallahassee, Visit Sarasota, Southern Outer Banks, Visit Pensacola, Florida Sports Coast, Louisiana Office of Tourism, VISIT FLORIDA, and the Kentucky Office of Tourism). We will spend some time describing our approach to focus groups because there is considerable difference across firms in the quality of their moderators, reports, and strategic implications. Quite frankly, we have had several destination clients say our moderating, reports, and strategic recommendations are the best they have seen. Please ask our references. Critical Factors in Focus Groups The Naples, Marco Island, Everglades CVB requested the following types of focus groups:⟶Test ad concepts⟶Test positioning & perceptions⟶Test consumers’ preferences for Collier County⟶Test buying habits with meeting planners⟶Test website & social media effectiveness We have conducted all of these types of focus groups and more with destinations. One key to successful focus groups is to know when to use them vis-a-vis other qualitative techniques (e.g., in-depth interviews, observation, mini-focus groups, etc.) and vis-à-vis quantitative techniques. A properly conducted focus group provides a wealth of information that can drive strategic decisions. A poorly conducted focus group is an expensive waste of time and money. 42 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Based on our academic training and based on conducting over 1,200 focus groups for tourism clients, Fortune 500 companies, government agencies, and associations, the keys to a successful focus group are: 1.Backgrounding 2.Moderators 3.Group composition 4.Exercises 5.Strategic recommendations Backgrounding Backgrounding involves meeting with the client to:⟶Determine the strategic uses of the information generated by focus groups⟶Define the characteristics of the individuals who should be participating in the study⟶Develop a list of information needs that can be translated into a focus group script Downs & St. Germain Research believes that the Backgrounding step is the most important step in the research process. We assist clients in focusing on strategically relevant information that should be translated into the focus group script. We guide clients away from “wouldn’t it be nice to see if” research topics toward research topics that are critical for making strategic decisions such as messaging, brand name, positioning strategy, value proposition, target market delineation, pricing, etc. Getting the right topics and the right focus group participants will be ensured by the Backgrounding discussion. 43 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Moderator The moderator is the most important ingredient in the focus group process. Good, experienced moderators know how to:⟶Maximize non-verbal communication⟶Ignore over-bearing participants⟶Encourage shy participants⟶Avoid a halo effect in which one or two participants’ comments sway the entire discussion⟶Maximize synergistic discussion⟶Identify when participants are giving socially acceptable responses⟶Make participants give honest and emotional responses⟶Use techniques such as Imaging to enrich the discussion⟶Avoid answering participants’ questions⟶Ensure that all key research issues are explored⟶Skip around the script if synergistic discussion will be optimized by not following the script Phillip E. Downs, Ph.D., or Joseph St. Germain, Ph.D., will moderate all focus groups. A brief summary of their focus group qualifications is as follows:⟶Trained in focus group and other qualitative research techniques during their doctoral programs⟶Moderated over 1,000 focus groups for: o Tourism clients (e.g., Louisiana Office of Tourism, Delaware Office of Tourism, Visit Sarasota, Visit South Walton) o Corporate clients (e.g., Federal Express, United Airlines, Delta Airlines, Boeing, Club Med) o Association clients (e.g., American Bar Association, Academy of General Dentists) o Government clients (e.g., FEMA, Florida Department Agriculture and Consumer Services, Florida Department of Revenue) 44 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 ⟶Written articles on how to conduct focus groups⟶Taught over 5,000 executives how to conduct focus groups at the American Society of Association Executives Management Certificate Program⟶Taught over 20,000 students at the University of North Carolina, The College of William and Mary and Florida State University how to conduct focus groups.⟶Received honors from the American Marketing Association and the Southern Marketing Association for qualitative research techniques Group Composition Focus groups are designed to be exploratory. The best focus groups are characterized by synergistic discussion. One person’s comments trigger shared experiences and history with the topic in the minds of other participants and they respond with their comments. The best focus groups are characterized by minimal conversation by the moderator. If the discussion sounds like a group of friends being gently guided by the moderator, chances are it is a good focus group. Conversely, if the discussion consists of a series of one-on-one exchanges between the moderator and successive participants, then the discussion is missing the one essential element of a good focus group –synergy. Expert moderators agree that focus groups whose participants are similar with respect to experiences with the topic/product and with respect to critical social and demographic characteristics have a better chance of producing synergistic discussion. Participants must not have prior social networks, and it is important that all participants feel as if they are the same level with respect to knowledge about the topic. Common frames of reference with regard to the product or topic facilitate synergistic discussion. Individuals in a group that have little common experience and need for the product or topic cannot build on others’ comments. Demographic representation across focus groups is generally a more valid goal than demographic representation within individual groups. 45 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Exercises Downs & St. Germain Research has invented and perfected several techniques for ensuring that synergistic and actionable discussion takes place during focus groups. These exercises ensure that all participants provide input and that creative ideas are generated during focus groups. Imaging is one of the exercises Downs & St. Germain Research has perfected to stimulate independent thinking and group synergy. Focus group participants are requested to close their eyes and to develop a mental image of the company or brand or situation. Then they are requested to draw the mental image they have in their heads. Participants then explain their drawings to others and share their mental images. We have used this technique with several destinations. The “Sunshine” technique is another exercise that Downs & St. Germain Research uses to stimulate independent thinking during focus groups so dominant personalities do not limit creative and independent thinking. We used this technique in helping several destinations develop lists of issues that were important to visitors when deciding where to vacation. The sunshine technique helped us develop a list of over 40 issues that were important to vacationers. We then used another focus group technique (normalization) to reduce the list of issues to the ten most critical issues. Written results of all focus group exercises become part of the final report that will be given to the client. Strategic Recommendations The fifth component of successful focus groups involves strategic recommendations that are discussed during the debriefing session after each group and the strategic recommendations that should accompany a final report. Downs & St. Germain Research draws upon its marketing experience (developed hundreds of marketing strategies for tourism, corporate, and government clients) and expertise (taught marketing to college students and executives of Fortune 500 companies) to provide value added strategic recommendations to our focus group clients. We write the topline focus group report with a focus on strategic implications. We remain available after the study to discuss strategic implications and options with clients. 46 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Our strategic recommendations have helped destinations:⟶Select advertising markets⟶Position their destination uniquely vis-à-vis competition⟶Refine advertising assets⟶Understand consumers’ decision-making process⟶Increase group business⟶Select logos and taglines⟶Decide which target markets to pursue⟶Decide to focus on a specific tourism niche Downs & St. Germain Research recommends that representatives from the Naples, Marco Island, Everglades CVB and its agency of record attend focus group sessions to get a much clearer understanding of the emotional reactions that individuals have to your concepts, plus attending groups enables you to go through a debriefing session with Dr. Downs or Dr. St. Germain. Most research firms conduct focus groups. The differences with Downs & St. Germain Research are: 1.Our moderators are better at understanding the underlying marketing implications, and therefore, they are better at guiding focus group discussions to tease out the most strategic value. 2.We have more experience moderating groups –Phillip Downs and Joseph St. Germain have moderated over 1,200 focus groups with tourism, government, and corporate clients. 3.Because of our marketing backgrounds, we can go toe-to-toe with the advertising agency in interpreting results of focus groups and deciding on strategic recommendations. In other words, we serve as an additional marketing consultant. Please do not take our word for it. Please ask our references. 47 TAB 4 Cost of Services ______________________________________________________________________________________________________ We do not charge out-of-pocket fees. Part of our philosophy is to not have the clock running or count hours we devote to projects. An accountant might chide us for not being cost conscious, but we prefer to be client conscious. We not only provide all required services, but additional services as requested and within reason for the agreed upon fee. Task Description UOM Estimated Quantity Unit Price Total Price 1 Visitor Profile Study Monthly 12 $5,000 $60,000 2 Hotel Occupancy & ADR Study Monthly 12 $500 $6,000 3 Impact of Tourism Study Monthly 12 $500 $6,000 4 Inquiry Conversion Study Monthly 12 $1,500 $18,000 5 Focus Group Research Each 1 $8,000 $8,000 Out-of-Pocket Fees N/A N/A N/A N/A Yearly Price $98,000 In addition, Downs & St. Germain Research can provide services to Collier County for special projects not included in the above research tasks according to the price sheet shown below. Downs & St. Germain Research will always complete special projects for Collier County in the most cost- efficient manner available and provide cost estimates prior to beginning work on any auxiliary tasks. Task Description UOM Estimated Quantity Unit Price 1 Special Projects (Senior Staff)Hourly Custom $150 2 Special Projects (Other Staff)Hourly Custom $75 ______________________________________________________________________________________________________ 48 TAB 5 Experience and Capacity of Downs & St. Germain Research ________________________________________________________________________________________ Firm:Downs & St. Germain Research Address:2992 Habersham Drive, Tallahassee, FL 32309 Contact:Joseph St. Germain, Ph.D., President joseph@dsg-research.com 850.906.3111 Hours:8am –6pm, but we respond to our calls, texts, and emails 24/7 Founded:Kerr & Downs Research was founded in Tallahassee, FL in 1983 and we rebranded in 2014 as Downs & St. Germain Research. Parent:Downs & St. Germain Research is a Sub-S corporation in Florida. ________________________________________________________________________________________ 49 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Downs & St. Germain Research has conducted over 2,000 telephone, mail, on- site, and intercept surveys for tourism destinations, Fortune 1,000 companies (e.g., Boeing, Delta Airlines, Publix, United Airlines), international and national associations (e.g., Public Relations Society of America, American Bar Association, federal, state, and local governments (e.g., FEMA U.S. Army Corps of Engineers, New York City), and major nonprofit organizations (e.g., Soroptimists International). We have significant experience conducting surveys. Though our firm has conducted market research for a vast variety of clients across industries, our primary specialty is tourism research. Downs & St. Germain Research has worked in tourism research since 1990. Since then, we have worked with over 30 destinations and 50 tourism clients, conducting over 1,000 travel and tourism studies on their behalf. Our firm has also participated in several Destinations Florida, Tourism & Travel Research Association, and Destinations International conferences. There are 4 Ph.D.s on staff –one crowning element in most Ph.D. programs is demonstrating the ability to conduct valid and reliable surveys. We have significant training in conducting valid and reliable surveys. OUR RESEARCH ABILITIES 50 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 EXPERIENCE ⟶Branding and positioning studies⟶Tracking studies⟶Visitor satisfaction studies⟶Conversion studies⟶Economic impact studies⟶Segmentation studies⟶Demand analyses⟶Strategic focus⟶Supply Analysis⟶Visitor Profile Survey⟶Market Opportunity Analysis ⟶Occupancy & ADR Survey ⟶Visitation Trend Analysis⟶Industry Barometer Analysis⟶Product Alignment Studies⟶Lifestyle Segmentation (PRIZM)⟶Advertising Effectiveness⟶Event Visitor Research⟶Group Business⟶Partner Studies⟶Focus groups The types of tourism and hospitality studies we have conducted include the following: Our tourism and hospitality clients include, but are not limited to: 51 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Company Capabilities Downs & St. Germain Research combines:⟶Academic market research training and expertise o 4 Ph.D.s on staff o Taught market research to over 20,000 college students & over 1,000 business executives o Won awards from the American marketing Association, Southern Marketing Association⟶Managerial savvy gained from studies with major corporations: o Boeing o Delta Air Lines o United Airlines o Texaco o BellSouth o Prudential o General Tire o Club Med⟶Tourism and hospitality market research experience with 30 destinations and over 50 tourism and hospitality clients⟶Experience developing strategic recommendations for over 500 clients including major corporations, tourism destinations, governments at all three levels, and nonprofits Company Capabilities We have conducted over 1,000 research studies for destinations. In each of these studies, we have utilized the methodology, personnel, and approaches that we will use in the study for the Naples, Marco Island, Everglades CVB. 52 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 We control all aspects of the study in-house, including: ⟶Sampling plan⟶Sampling process⟶Interviewer training and supervision⟶Data collection (onsite)⟶Analysis⟶Report preparation⟶Presentations We are a boutique firm in which the principals are involved in every aspect of the study. The Naples, Marco Island, Everglades CVB will have 4 Ph.D.s who have directed over 2,200 real world studies, plus four additional staff members who have worked on over 1,000 studies assigned to their integrated destination marketing research studies. Several of our existing clients replaced many well-known tourism research firms in favor of Downs & St. Germain Research. Ask our references –we are intellectually sharp, strategically savvy, polished presenters of results, and politically astute. All of our projects are tailored to the needs of each client, and all of our projects are finished on time and on budget. We will never ask you to take our word for it. Please read comments from a select few of our clients, past and present, on the following page. 53 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 “Thank you for your very prompt response, Joseph. For the record, I honestly don’t expect you to respond to an email on Sunday. I come in on weekends because it’s quiet and there are no distractions so I can get a lot done! I appreciate your outstanding customer service!” -Kerri Post, Visit Tallahassee “We worked with Downs & St. Germain Research to refresh our brand. They were terrific in working with our staff and our agency. Absolutely topflight moderators who offer significant tactical and strategic value in discussions with our staff and our AOR. Their skills in teasing out emotional reactions to branding assets is second to none. They developed a (qualitative & quantitative) research plan that helped us identify a unique emotional branding concept, and they were instrumental in shaping our branding assets. They are seasoned professionals in presenting findings to staff, the agency, our stakeholders, our commissioners, and the media.” -Virginia Haley, Visit Sarasota “We think Downs & St. Germain Research is the best research firm not only in Florida, but in the US. High quality work, easy-to-read reports, excellent communication skills, understand how to interact with our board, staff, and the public. We highly recommend Downs & St. Germain Research.” -Mark Jackson, Visit Central Florida. “So thankful for the unwavering integrity and honesty Downs & St. Germain Research has provided our county as it has helped to shape our future. They provide insightful data to help us achieve greater success.” -Loretta Shafer, Marion County “Downs & St. Germain Research is a highly regarded member of our team. We have complete confidence in their work. They work well with our staff and committees and board. They are always willing to go the extra mile and willing to provide work outside our contract at no additional cost. They are accessible and responsive and visit whenever we request.” -Jay Tusa, Visit South Walton 54 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Subcontractors We use no subcontractors. We control the entire process, including:⟶Research design⟶Sampling plan⟶Sampling process⟶Questionnaire construction⟶Interviewer training and supervision⟶Data collection (onsite)⟶Analysis⟶Report⟶Presentation By controlling all elements of the process, we can guarantee the Naples, Marco Island, Everglades CVB that its study will be high quality, on-time, and on- budget. Controlling onsite data collection rather than subcontracting it improves the reliability and validity of the Naples, Marco Island, Everglades CVB’s visitor profile data. Estimates of economic impact, visitation, origin markets, etc., are derived from onsite interviewing with visitors. As professionals in survey and market research, we know all of the potential sources of error in onsite data collection. In fact, we have taught 20,000 college students and 1,000 executives about the potential errors. Errors from data collection occur when interviewers:⟶Are not stationed in appropriate locations throughout the county⟶Do not interview in the location they have been assigned⟶Do not randomly select visitors to interview⟶Let more than one visitor within a group complete the survey⟶Adlib in attempting to explain questions to visitors⟶Do not read questions clearly⟶Do not record answers correctly⟶Fabricate interviews 55 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 We have hired, trained, and supervised over 1,000 interviewers in the past 35 years. Our Senior Partner, Phillip Downs, Ph.D., wrote the interviewer manual that our supervisors use to train interviewers. Strategic Partner for the Naples, Marco Island, Everglades CVB Most firms claim to be strategic partners, but please talk with our references. Though we mentioned this in our Management Summary, it bears repeating that we have been there for Destination Marketers when they needed: 1.Assistance selecting the most promising target markets 2.A valid ROI figure to show government officials 3.Evidence to fight commissioners from taking their marketing dollars 4.A research team that could help them guide their advertising agency in developing marketing and branding strategies 5.Assistance in developing the optimal strategic market research plan 6.A second opinion in deciding whether to hire an analytics firm 7.Objective advice on which firm provides the most valid vacation rental metrics 8.Help in strengthening relationships with industry partners 9.To understand the destination’s unique emotional positioning vis-a-vis competitive destinations 10.An independent (of the advertising company) voice in discovering the best lifestyle segments to pursue and the best positioning strategy for appealing to them 11.A research firm that can be an independent voice in assisting the destination and its advertising agency in developing or modifying brand strategy 12.An expert to stand up to state legislators who threaten Visit Florida’s funding Thought Leaders in Tourism Market Research in Florida We have worked with Destinations Florida to raise the bar on tourism market research in Florida. We have given several presentations at Destinations Florida on topics such as: 56 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 1.Valid data collection processes for tracking visitors, 2.Suitable measures of ROI, 3.Best method for measuring the number of day trippers, 4.Valid method for determining local taxes paid by visitors and residents, 5.How to calculate the cost to local governments of servicing visitors, 6.Calculating the number of jobs created by visitors, and 7.Appropriate research for birthing new brands or revising existing ones We also give back to the industry. We conducted the 2019 TDT Use Report, a pro bono study for Destinations Florida, that identified specific benefits the citizens of Florida received from how destinations used their Tourist Development Taxes. We conducted another pro bono study for Destinations Florida that examined the economic impact and quality of life that tourism provides to individual counties in Florida. We also conducted a series of pro bono surveys for Destinations Florida to document the economic damage done by COVID-19 to the tourism industry, in general, and to specific counties. Finally, we have unparalleled experience and expertise researching visitors to Florida. We have worked in Florida tourism since 1991. In the past 10 years, we have worked with more DMOs in Florida and conducted more and widely varied studies in Florida than any other firm. Tailored Research for the Naples, Marco Island, Everglades CVB Many firms conduct national or international studies and communicate the same results to all clients. For example, there are two research firms that have been reporting consumer sentiment about travel during COVID-19. While these studies add value to the industry, tailored studies offer more actionable data. We are currently conducting tailored Consumer Sentiment Studies for 5 destinations. While there are some commonalities in findings across these studies, each study has findings that are unique to each client. A key reason for differences in results across these 5 studies is that each study is tailored for a specific client. 57 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 That is, the target market and origin cities in which consumers live are defined for each client; the questionnaire is designed for each client; and results are cross tabbed for each client. As a result, we have been able to offer destination- specific recommendations to each client on how to navigate COVID-19. Here is another example of how national or international studies by other firms differ from tailored studies we do. Some firms offer a “Domestic Traveler Study” or an “International Traveler Study.” The data all come from the same sample and the results are the same for all destinations. We prefer to do “Domestic” and “International” travel studies that are unique for each client. The target market and origin cities are unique for each client, the questionnaire is unique for each client; and the recommendations are unique for each client. A “national” survey of consumer sentiment during COVID-19 by one firm shows consumers want financial deals to motivate them to start traveling again. Yet, in all of our tailored Consumer Sentiment studies, deals rank near the bottom. It makes a huge difference when studies are tailored for individual client’s needs rather than conducting the same national or international survey for all of a firm’s clients. Broader & Deeper Research Expertise To this point in the proposal, we have focused on our tourism research experience and expertise in Florida as well as what we have given back to the industry. But don’t get us wrong, our tourism research experience goes well beyond Florida. We have conducted studies for state and local tourism organizations in Louisiana, Delaware, Kentucky, North Carolina, and Maine. We currently conduct statewide visitor tracking surveys across the state of Maine as well as determine the economic impact of tourism to the state. We have also helped major corporations such as Delta Air Lines, Publix, Boeing, and United Airlines with strategic market research. For example, our focus groups for Boeing were part of testing that culminated in the Boeing 787 Dreamliner over other strategic options Boeing considered. 58 DOWNS & ST. GERMAIN RESEARCH, INC.FEBRUARY 2021 Customer Services Beyond our excellence in research alone, we can also guarantee the Naples, Marco Island, Everglades CVB unmatchable customer service. We are located in Florida, and our senior staff travels throughout Florida weekly. We will ALWAYS be available to meet in-person with short notice. Beyond that, we are on call 24/7/365. 4 Ph.D.s on Staff We do not wear our doctoral degrees on our lapels. In fact, we seldom inform clients of our degrees except in proposals! Yet, our doctoral degrees, plus the fact that we have taught market research to over 20,000 college students and to over 1,000 executives, means we have the capability to design studies, conduct analyses, model tourism behavior, catch errors, etc., that others cannot. For example, most research firms conduct economic impact analyses, yet few firms understand the inner workings of econometric models such as IMPLAN. Other firms show you what IMPLAN spits out. We roll up our sleeves and get inside IMPLAN to ensure that your economic impact metrics are correct. Our Associate Partner, Julie Harrington, Ph. D. in economics, will work with Drs. Downs and St. Germain on all economic impact analyses for the Naples, Marco Island, Everglades CVB. Some firms conduct onsite interviews when collecting Visitor Profile data. But, as professors who have taught others about the non-sampling errors involved in interviewing, we simply set up more valid sampling plans, more thorough interviewing training, and we conduct more error checks on visitor profile data to ensure that your results can never be questioned. If given a chance to present our ideas, we will identify some issues we see with the Naples, Marco Island, Everglades CVB’s 2019 data. Lagniappe We routinely provide more than clients expect, whether it is a pro bono study, a pro bono speaking engagement, additional analyses not originally specified, a strategy session with the ad agency of record, unscheduled meetings with industry partners, etc. We are always available to offer seasoned insights and analyses for no additional cost. 59 60 REFERENCES & SIMILAR WORK ________________________________________________________________________________________ Client:Ocala/Marion County Visitor and Convention Bureau Date of Services:2017 -Present Address:109 W Silver Springs Blvd, Ocala, FL 34475 Contact:Loretta Shaffer, CDME loretta.Shaffer@marioncountyfl.org 352.438.2804 Objectives:Visitor Profile Study & Focus Groups Methodologies:Conducted multi-modal interviews with county visitors Focus groups and internet surveys conducted with potential visitors Recommendations:Recommended unique emotional positioning strategy and revisions to branding and advertising, all of which were accepted. ________________________________________________________________________________________ 61 62 ________________________________________________________________________________________ Client:Visit Tallahassee Date of Services:2014 -Present Address:106 E Jefferson St, Tallahassee, FL 32301 Contact:Kerri Post postk@visittallahassee.com 850.606.2310 / 850.509.5824 Objectives:Visitor Profile Study & Destination Awareness Study Methodologies:Conducted multi-modal interviews with county visitors Focus groups and internet surveys conducted in target markets Recommendations:Recommended unique emotional positioning strategy, which was accepted. ________________________________________________________________________________________ REFERENCES & SIMILAR WORK 63 64 REFERENCES & SIMILAR WORK ________________________________________________________________________________________ Client:Visit Central Florida Date of Services:2018 Address:101 Adventure Ct, Davenport, FL 33837 Contact:Mark Jackson mark@visitcentralflorida.com 863.551.4717 / 863.420.2586 Objectives:Assess awareness of destination and determine optimal emotional positioning for asset advertising Methodologies:Targeted potential visitors as research topics Conducted multi-market focus groups and internet surveys Recommendations:Recommended unique emotional positioning strategy and revisions to branding and advertising, all of which were accepted. ________________________________________________________________________________________ 65 TAB 6 Specialized Experience of Team Members 66 ________________________________________________________________________________________ ___________________________________________________________________________________________ PROJECT TEAMJulie Harrington, Ph.D. | Partner Analyst Julie is the Director of the Center for Economic Forecasting and Analysis (CEFA) at Florida State University. She has an extensive background in economic and econometric/statistical analysis and serves as Downs and St. Germain Research’s Partner Analyst for visitor profile and impact of tourism studies. 10% of Julie’s full-time efforts will be dedicated to Collier County. Rachael Anglin | Research Director Rachael has been with Downs & St. Germain Research since 2014, after graduating magna cum laude with a Bachelor of Arts in Public Relations from the University of Georgia. As the Research Director assigned to Collier County, Rachael will assist in data collection, analysis, and report preparation. 10% of Rachael’s full-time efforts will be dedicated to Collier County. Erin Dinkel | Assistant Research Director Erin graduated summa cum laude with a Bachelor of Arts in Tourism, Recreation & Sports Management, and Economics. As the Assistant Research Director assigned to Collier County, Erin will assist in data collection, analysis, and report preparation. 10% of Erin’s full-time efforts will be dedicated to Collier County. Glencora Haskins | Data Analytics Director Glencora graduated magna cum laude from Rollins College with a Bachelor of Arts in Economics. As the Data Analytics Director assigned to Collier County, Glencora will lead questionnaire programming efforts, conduct data analyses, and audit data to ensure maximum quality control. 5% of Glencora’s full-time efforts will be dedicated to Collier County. Isiah Lewis | Field Operations Director Isiah graduated from Florida State University with a Bachelor of Science in Marketing. As the Field Operations Director assigned to Collier County, Isiah will supervise all interviewing activity and report preparation. 5% of Isiah’s full-time efforts will be dedicated to Collier County. Roger Formisano, Ph.D. | Associate Project Director Roger joined Downs & St. Germain Research in 1992 and currently serves as a Partner to the firm. As the Associate Project Director assigned to Collier County, Roger will assist the Project Director as necessary. 3% of Roger’s full- time efforts will be dedicated to Collier County. Joseph St. Germain, Ph.D. | Project Director Joseph joined the firm in 2007, then called Kerr & Downs Research, and is now President/Partner. As the Project Director assigned to Collier County, Joseph will coordinate all market research activities, including questionnaire programing, managing the data collection effort, analysis, and report preparation. 10% of Joseph’s full-time efforts will be dedicated to Collier County. 67 Phillip Downs, Ph.D. | Assistant Project Director Phillip founded Kerr & Downs Research in 1983 and is now Senior Partner. As the Assistant Project Director assigned to Collier County, Phillip will develop research designs, construct all questionnaires, supervise all analyses, and present results and recommendations. 10% of Phillip’s full-time efforts will be dedicated to Collier County. Joseph St. Germain, Ph.D. Education Florida State University Ph.D. in Educational Psychology with a Sport Psychology major M.S. in Educational Psychology with a Sport Psychology major Received the College of Education Teaching Fellowship (2002-2003) Certificate in Measurement and Statistics University of Minnesota –Duluth B.A.S. in psychology, Minor in coaching Graduated cum laude and with departmental honors Professional Experience Downs & St. Germain Research President •Manage market research projects for local, state, and national clients •Design research methodologies customized to client’s needs •Conduct research via telephone, mail, web surveys, in-depth interviews, and focus groups •Analyze qualitative and quantitative data •Develop strategic recommendations to guide client’s future marketing and business decision •Prepare reports of research results •Present research results and recommendations •Prepare and submit proposals Florida State University Academic Advisor •Provided academic advising to students in the College of Human Sciences •Chair of the Social/Teambuilding Committee •Chair of the Policy Committee •Served on the Peer Mentoring Committee •Leader of a Peer Mentoring Group •Presenter at NACADA Region IV Conference: March 2006 •Aided in planning and coordinating of the 2007 NACADA Conference •Workshop facilitator for Orientation Workshop: April 2006 & 2007 •Conducted Preview and Orientation presentations •Performed student outreach activities Florida State University Graduate Assistant--Academic Advisor •Advised students •Created First Year Experience (FYE) presentation •Conducted Orientation presentations PROJECT TEAM68 Phillip Downs, Ph.D. Education University of North Carolina Chapel Hill Ph.D. in Marketing Bowling Green State University Master of Business Administration Bachelor of Science Consulting Experience Downs & St. Germain Research •Founding partner •Project Director for over 1,000 research projects •Moderated over 700 focus group interviews Professional & Academic Presentations •50 presentations at the American Marketing Association, Southern Marketing Association, Academy of Marketing Science, Southeastern American Institute of Decision Sciences, National Operations Research Society of America/The Institute of Decision Sciences, Mid-South Marketing Educators' Conference, American Society of Association Executives, American Association of Public Opinion Research, Journal of Public Policy & Marketing Academic Experience •Professor of Marketing, Florida State University •Associate Professor of Marketing, Florida State University •Assistant Professor of Marketing, Florida State University •Assistant Professor of Business Administration, College of William and Mary Honors & Awards •American Marketing Doctoral Consortium Fellow •Southern Marketing Association -Steven J. Shaw Award -Best Paper Award •Southern Marketing Association -Best paper in the marketing research track •Tallahassee Society of Association Executives -President's Award •Tallahassee Society of Association Executives -Associate of the Year •Florida State University -Outstanding Teaching Award •American Marketing Association -FSU Chapter, Outstanding Marketing Teaching Award •American Society of Association Executives, Marketing Section Council Member •Florida Society of Association Executives, Associate Member of the Year Publications •35 articles in The Marketing Forum, Journal of the Academy of Marketing Science, Journal of Public Policy & Marketing, Handbook of Business Planning and Budgeting, Journal of Business Research, Developments in Marketing Science Volume II, Journal of the Market Research Society, Marketing Management: Strategies and Cases, Developments in Marketing Science, Volume I, Contemporary Marketing Thought, and Proceedings from the American Marketing Association, Southern Marketing Association, Academy of Marketing Science, and the Southeastern American Institute for Decision SciencesPROJECT TEAM69 Julie Harrington, Ph.D. Education Auburn University Ph.D. in Economics M.S. in Fisheries Professional Experience Downs & St. Germain Research Partner Analyst •Assisted with dozens of economic impact analyses using input-output modeling for county-level and state-level data Florida State University Center for Economic Forecasting & Analysis Director •Extensive experience with input-output modeling software, including REMI and IMPLAN •Authored hundreds of studies on economic impact analysis Economic Impact Analyses •Economic Impact Analysis of the Federal Home Loan Banks in the US and US Territories •Economic Impact Analysis of the Florida SBA Center •Economic Impact Analysis of the Florida Housing Finance Corporation •Economic Impact Analysis of the Aerospace/Aviation Industries •Economic Impact Analysis of the National High Magnetic Field Laboratory Publications •“A Comparison of Three Economic Models for Applied Hospitality and Tourism Research”. Journal of Tourism Economics, Vol. 14, No. 4, December 2008 •“Florida Tourism.” In: Florida’s Climate: Changes, Variations & Impacts. Florida Climate Institute, ed.: E. Chassignet, J. Jones, V. Misra & J. Obeysekera. December 2017: pp. 297-310 PROJECT TEAM70 Roger Formisano, Ph.D. Education University of North Carolina Chapel Hill Ph.D. in Marketing University of New Hampshire Master of Business Administration Bachelor of Arts Professional Experience Downs & St. Germain Research Associate Partner •Strategic planning •Present research results and recommendations •Prepare and submit proposals Formisano & Company Founder and Principal •Strategic business consulting with an emphasis on strategy articulation and execution, leadership development, and M&A advisory services. The firm has served clients from various industries, and wide-ranging size differences. University of Wisconsin Medical Foundation Vice President of Leadership Development and Strategy •University of Wisconsin Medical Foundation is the functional organization for 1,050 physicians practicing at UW Health sites. Professorships Visiting Professor •Dr. Formisano currently serves as a Visiting Professor on the business school faculty at HEC in Paris, and ISTCE in Lisbon; where in both cases he teaches Entrepreneurship and Strategy in the MBA program. United Wisconsin Services Executive Vice President & Chief Operating Officer •Dr. Formisano served as Executive Vice President and Chief Operating Officer for United Wisconsin Services, a multi-line, publicly traded insurance company headquartered in Milwaukee, Wisconsin. Dr. Formisano served United Wisconsin for seven years and had full responsibility for business units totaling $500 million in revenue with over 600 employees. Dr. Formisano served as President of Compcare, one of the state’s largest HMOs and Meridian Resource Corporation, a consulting firm he founded as a subsidiary in Madison, Wisconsin. Corporate Boards & Awards •Integrity Mutual Insurance Company (1986-Present) •Audit Committee Chair (2001-Present) •Wisconsin Sports Development Foundation (2006-present) •Badger State Games (1999-2001) •Wisconsin Sports Authority (1990-1999) •Greater Milwaukee Open PGA Tournament (1997-2005) •Wilshire Mutual Funds (2001-Present)PROJECT TEAM71 Rachael Anglin Education University of Georgia Bachelor of Arts in Public Relations, Magna Cum Laude The University of Oxford 6 Week Intensive Program on Global Mass Media Effects Professional Experience Downs & St. Germain Research Director of Research •Assist in the development of questionnaires, surveys, analysis and reports. •Conduct in-depth data analyses using traditional and advanced methods. •Co-author reports containing actionable recommendations. Pure Barre Public Relations Intern •Develop, implement and evaluate a campaign to increase members, retention rates and sales •Oversee research, goals and objectives, logistics and graphics teams •Create and manage a system to accurately keep track of hours worked on the campaign QuackerSmackers.com Public Relations Assistant •Write and distribute press releases •Create a proposal to obtain sponsors for the website •Generate surveys to gain insight from the target market •Attend tradeshows and other events to promote the website Campus Special Marketing Assistant & Proofing and Production •Assist business owners with creating deals/offers and with designing advertisements to achieve optimal return •Manage production of coupon books for over 20 colleges/universities •Manage business contracts, payments and other administrative work for over 60 sales representatives •Meet strict deadlines for production Four Athens Director of Public Relations •Write and submit press releases and media alerts •Create and maintain a “Founders’ Fridays” blog for the Four Athens webpage •Assist in planning and executing Four Athens events Highlights •Proficiency in InDesign CS6, Photoshop CS6, SPSS predictive analytics software and Google Analytics.PROJECT TEAM72 Erin Dinkel Education University of Florida Bachelor of Arts in Economics, Summa Cum Laude Bachelor of Science in Tourism and Events & Recreation Management Professional Experience Downs & St. Germain Research Senior Project Director •Assist in the development of questionnaires, surveys, analysis and reports. •Conduct in-depth data analyses using traditional and advanced methods. •Co-author reports containing actionable recommendations. University of Florida Event Manager •Collaborate with staff and faculty to establish event goals and objectives •Manage event timelines, create task assignments and utilize resources to firm each aspect of the event •Led 25 full-service conference, while co-facilitating 38 conference with 60-320 guests •Generated over $100,000 in revenue during service as the lead Event Manager •Reduced cost margins in 66% of events planned, generating a greater profit Bureau of Economic and Business Research Telephone Interviewer •Conducted in-depth telephone interviews for various research surveys. Followed all International Review Board (IRB) standards. Topics ranged from economic to political to social views •Executed cold calls in an effort to connect with people interested in taking the surveys •Formed positive relations with potential participants and gained permission for the interview Parc Soleil –Hilton Grand Vacation Club Front Desk Agent •Offered warm and welcoming service to guest during check-in. •Accepted credit cards for deposit holds, matched rooms to guest preferences •Resolved guest issues swiftly in an effort to offer high quality service •Updated guest records and data base using confidentiality practices Highlights •Proficiency in Microsoft Office Suite, InDesign CS6, and SPSS predictive analytics software PROJECT TEAM73 Glencora Haskins Education Johns Hopkins University Master of Science in Applied Economics Rollins College Bachelor of Arts in Economics, Magna Cum Laude Professional Experience Downs & St. Germain Research Project Director •Assist in the development of questionnaires, surveys, analysis and reports. •Conduct in-depth data analyses using traditional and advanced methods. •Co-author reports containing actionable recommendations. Rollins College Economics Department Departmental Assistant •Conduct administrative and clerical duties for departmental faculty and staff •Coordinate representation of the department in school event and deliver information to students, parents, and community members •Streamline office duties to provide superior assistance to departmental employees to maintain an efficient work environment Rollins College Informational Technology IT Help Desk Technician •Manage technological cases reported by university students and faculty members in-person and via telephone to ensure efficient case management for the benefit of the department and clients •Aid clients with any issues relating to their electronic devices, including installation of software •Ensure excellent customer service for all clients to improve customer satisfaction Florida State University Center for Economic Forecasting & Analysis Junior Researcher •Compile data and perform research for use in official university publications and research reports •Construct and edit Scope of Work Economic Analyses for university clientele •Support the peer-review process for university journal publications •Author and co-author thorough and comprehensive literature reviews and data analysis for economic impact reports and proposals Highlights •Proficiency in Microsoft Office Suite, Adobe Creative Cloud, Stata, and SPSS predictive analytics software.PROJECT TEAM74 Isiah Lewis Education Florida State University Bachelor of Science in Marketing Professional Experience Downs & St. Germain Research Project Director •Assist in the development of questionnaires, surveys, analysis and reports. •Conduct in-depth data analyses using traditional and advanced methods. •Co-author reports containing actionable recommendations. Downs & St. Germain Research Market Research Intern •Analyze data on SPSS Statistical output to prepare graphs and tables for client annual reports •Assist with general administration tasks, including contacting interviewers and supervisors •Conduct research as needed for existing and potential client proposals Visit Tallahassee Marketing Intern •Developed a project to advertise National Tourism Week to residents •Oversaw social media postings and track potential reach and followings •Participated in events focused on promoting Tallahassee as a travel destination Florida State University Garnet & Gold Guides Student Liaison •Used knowledge of Florida State athletics to attract student athletes to attend the university •Encouraged boosters to be active within Florida State athletics through facility tours •Managed and facilitated guides relations with recruits during game day activities Highlights •Proficiency in Microsoft Office Suite, Adobe Creative Cloud, and SPSS predictive analytics software.PROJECT TEAM75 ________________________________________________________________________________________ One of the owners of Downs & St. Germain Research owns two commercial buildings in Lee County:⟶8960 Gladiolus Dr⟶Fort Myers, FL 33908⟶Owned by Phillip Downs since 2015⟶25151 Bernwood Drive⟶Bonita Springs, FL 34235⟶Owned by Phillip Downs since 2013 The primary business at each of those addresses is not market research, but since Phillip Downs of Downs & St. Germain Research is the owner of these two properties, Downs & St. Germain Research uses an office in these buildings for Downs & St. Germain Research business in servicing tourism clients in Lee, Charlotte and Sarasota counties. If chosen for Collier County tourism research, we will use the Bonita Springs address as well as our Tallahassee address to service the Collier County account. The RFP asks for tax receipts for Collier/Lee county businesses. The businesses located at the above two addresses are tax free because they are designated as APPLE certified. ___________________________________________________________________________________________ TAB 7 Local Vendor Preference Clarification 76 ________________________________________________________________________________________ The following sections includes the forms required for the submittal of this RFP, including:⟶Form 1: Vendor Declaration Statement⟶Form 2: Conflict of Interest Certification⟶Proof of Status from Division of Corporations –Florida Department of State⟶Form 3: Immigration Affidavit Certification⟶E-Verify Company Profile Page⟶Form 4: Certification for Claiming Status as a Local Business⟶Vendor W-9 Form⟶Vendor Insurance and Bonding Requirements Reference Questionnaire Forms (Form 5) are included within the body of this proposal in Tab 6: Experience & Capacity of Downs & St. Germain Research. Grant Provisions and Assurances (Form 6) is not applicable to Downs & St. Germain Research. ___________________________________________________________________________________________ TAB 8 Required Forms 77 78 79 80 81 82 83 84 85 01/01/2021 86 87