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TDC Agenda 09/27/2021COLLIER COUNTY Tourist Development Council AGENDA September 27, 2021 9:00 AM Board of County Commission Chambers Collier County Government Center 3299 Tamiami Trail East, 3rd Floor Naples, FL 34112 Commissioner Andy Solis, Chair Clark Hill, Vice-Chair Councilor Jared Grifoni Susan Becker Amanda Cox Nancy Kerns Kathleen Brock Edward (Ski) Olesky Councilman Michael McCabe All interested parties are invited to attend, and to register to speak and to submit their objections, if any, in writing, to the Council prior to the meeting if applicable. For more information, please contact Jack Wert at (239) 252-2402. If you are a person with a disability who needs any accommodation in order to participate in this proceeding, you are entitled, at no cost to you, to the provision of certain assistance. Please contact the Collier County Facilities Management Department located at 3335 Tamiami Trail East, Suite 101, Naples, FL 34112-5356, (239) 252-8380. Public comments will be limited to 3 minutes unless the Chairman grants permission for additional time. Collier County Ordinance No. 99-22 requires that all lobbyists shall, before engaging in any lobbying activities (including, but not limited to, addressing the Board of County Commissioners before the Board of County Commissioners and its advisory boards, register with the Clerk to the Board at the Board Minutes and Records Department. September 2021 Collier County Tourist Development Council Page 2 Printed 9/21/2021 1. Call to Order 2. Pledge of Allegiance 3. Roll Call 4. Agenda and Minutes A. Changes and Approval of Today's Agenda B. Approval of prior TDC Meeting Minutes 1. July 26, 2021 TDC Meeting Minutes 5. Presentations 6. Consent Agenda - All Matters listed under this agenda item are considered to be routine and action will be taken by one motion without separate discussion of each item. If discussion is desired by a member of the Council, that item will be moved from the Consent Agenda and considered separately under New Business or Old Business. A. Coastal Zone Management B. Beach Park Facilities C. Tourism Division 1. Recommendation to approve a Resolution supporting the County’s applications to Florida Department of Environmental Protection for Long Range Budget Plan Requests for Beach Renourishment Projects for Fiscal Year 2022/2023. This action maintains the County's eligibility for State Cost Share Funding for future renourishment projects and make a finding that this item promotes tourism. 2. Recommendation to approve a Collier County Tourist Development Council (TDC) Grant Application for Beach Renourishment at Ann Olesky Park in the amount of $195,003.00 and to make the finding that the expenditures promote tourism. 7. New Business A. Recommendation to approve the Fiscal Year 2021-22 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this plan promotes tourism. 8. Old Business 9. Marketing Partner Reports September 2021 Collier County Tourist Development Council Page 3 Printed 9/21/2021 A. Part 1 1. Marketing Partner Report B. Part 2 1. Marketing Partner Report 10. Council Member Discussion 11. Tourism Staff Reports A. Tourism Staff Reports 12. Detailed Staff Reports 13. Next Scheduled Meeting A. Next Meeting Date - October 25, 2021 14. Adjournment 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 4.B.1 Item Summary: July 26, 2021 TDC Meeting Minutes Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/08/2021 10:01 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/08/2021 10:01 AM Approved By: Review: Tourism Jennifer Leslie Tourism Division Completed 09/08/2021 10:04 AM Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/08/2021 10:07 AM Tourism Paul Beirnes Director Completed 09/08/2021 10:09 AM County Manager's Office Sean Callahan Executive Director Completed 09/20/2021 12:23 PM County Attorney's Office Colleen Greene Attorney Review Completed 09/20/2021 3:20 PM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 4.B.1 Packet Pg. 4 July 26, 2021 1 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, July 26, 2021 LET IT BE REMEMBERED the Collier County Tourist Development Council in and for the County of Collier, having conducted business herein, met on this date at 9:00 AM in a REGULAR SESSION in Building “F” of the Government Complex, Naples, Florida with the Following members present: Chairman: Commissioner Andy Solis Vice Chairman: Clark Hill Amanda Cox (via Zoom) Susan Becker Kathleen Brock Ed (Ski) Olesky Michael McCabe (Excused) Jared Grifoni (via Zoom) Nancy Kerns ALSO PRESENT: Jack Wert, Tourism Director Paul Beirnes, Deputy Tourism Director Andy Miller, Manager, Coastal Zone Management Colleen Greene, Assistant County Attorney Jennifer Leslie, Tourist Development Tax Coordinator 4.B.1.a Packet Pg. 5 Attachment: TDC July 26 minutes (20023 : July 26, 2021 TDC Meeting Minutes) July 26, 2021 2 Any persons in need of the verbatim record of the meeting may request a copy of the video recording from the Collier County Communications and Customer Relations Department or view online. 1. Call to Order – Commissioner Solis Commissioner Solis called the meeting to order at 9:00 A.M. 2. Pledge of Allegiance Pledge of Allegiance was recited. 3. Roll Call A quorum was established by those Members present in the Board room. Ms. Kerns moved to allow Mr. Grifoni and Ms. Cox to participate in the meeting via Zoom due to an extraordinary circumstance. Second by Mr. Olesky. Carried unanimously 6 – 0. 4. Agenda and Minutes A. Changes and Approval of Today’s Agenda Mr. Olesky moved to approve the Agenda subject to Item 11.a – Staff Reports being moved to the Consent Agenda. Second by Ms. Kerns. Carried unanimously 8 - 0. B. Approval of prior TDC Meeting Minutes 1. Regular Meeting June 28, 2021 Ms. Becker moved to approve the minutes of the June 28, 2021 meeting as presented. Second by Ms. Brock. Carried unanimously 8 - 0. 5. Presentations/Public Comment - (3 minutes each) None 6. Consent Agenda All matters listed under this agenda item routine and action will be taken by one motion without separate discussion of each item. If discussion is desired by a member of the Council, that item(s) will be moved from the Consent Agenda and considered separately under New Business or Old Business. A. Coastal Zone Management None B. Beach Park Facilities Recommendation to approve a Collier County Tourist Development Council (TDC) Grant Application for Fiscal Year 2021 Beach Park Facility Capital Maintenance Program in the amount of $200,000, authorize necessary budget amendment, and to make the finding that the expenditures promote tourism. C. Tourism Division None 11. Detailed Staff Reports A. Detailed Staff Reports Submitted 4.B.1.a Packet Pg. 6 Attachment: TDC July 26 minutes (20023 : July 26, 2021 TDC Meeting Minutes) July 26, 2021 3 Mr. Hill moved to recommend the Board of County Commissioners approve the items on the Consent Agenda and finds they promote tourism. Second by Ms. Kerns. Carried unanimously 8 – 0. 7. New Business A. Recommendation to approve the use of Tourist Development Tax Promotion Funds to support the two upcoming October 2021 Sports Tourism Events up to $10,500 and make a finding that this expenditure promotes tourism. Mr. Wert presented the above referenced Executive Summary noting that the proposed funding is for the following events: Alligator Alley Baseball Invitation - Scheduled for October 2-3, 2021, at North Collier Regional Park, Veterans Park and Golden Gate Community Park. A youth male baseball tournament projected to attract 350 athletes. The expenses to be paid for the event will be assistance with facility rental and operational costs up to a maximum amount of $5,250 and Parks and Recreation overtime will be billed directly to the event promoter. Alligator Alley Baseball Classic - Scheduled for October 23-24, 2021, a new event at North Collier Regional Park, Veterans Park and Golden Gate Community Park. A youth male baseball tournament projected to attract 350 athletes. The expenses to be paid for the event will be assistance with facility rental and operational costs up to a maximum amount of $5,250 and Parks and Recreation overtime will be billed directly to the event promoter. Mr. Hill moved to recommend the Board of County Commissioners approve the use of Tourist Development Tax Promotion Funds to support the two upcoming October 2021 Sports Tourism Events up to $10,500 and finds the item promotes tourism. Second by Ms. Brock. Carried unanimously 8 – 0. B. Recommendation to approve the Sponsorship Agreement for FY 2022 between Collier County and Global Sports Resorts LLC dba Academia Sanchez-Casal Florida (Global Sports Resorts) and make a finding that this item promotes tourism. Mr. Wert presented the above referenced Executive Summary noting that the Naples Bath and Tennis Club is now known as the Academia Sanchez-Casal Florida and the events on site include tournaments of top ranked national and international players. Ms. Becker moved to recommend the Board of County Commissioners approve the Sponsorship Agreement for FY 2022 between Collier County and Global Sports Resorts LLC dba Academia Sanchez-Casal Florida (Global Sports Resorts) and finds the item promotes tourism. Second by Mr. Hill. Carried unanimously 8 – 0. C. Recommendation to approve the 1-year Sponsorship Agreement between Collier County and UWP, LLC dba Pro Watercross World Championships for $90,000 and make a finding that the sponsorship expenditures promote tourism. Mr. Wert presented the above referenced Executive Summary noting:  Pro Watercross has brought their Championship event to Collier County for several years and is televised on the CBS Sports Network.  The event brings national attention to Collier County and attracts several hundred Watercross participants and their families to our area in late October. 4.B.1.a Packet Pg. 7 Attachment: TDC July 26 minutes (20023 : July 26, 2021 TDC Meeting Minutes) July 26, 2021 4  The Sponsorship Agreement covers the 2021 Pro Watercross Championship and the payments totaling $90,000 will be disbursed in two installments (the first payment of $50,000 followed by a second payment of $40,000. During Committee discussion, the following was noted:  That the event is the final gathering for the season and throughout the year all other events promote this event at the “Path to Naples.”  The contract is for one year and the County hopes to continue its relationship with the promoter for additional years, however at a reduced amount as they continue to acquire sponsorships to help underwrite the event.  Even during the pandemic, the event was highly successful even with the lack of international participation in 2020. Ms. Kerns moved to recommend the Board of County Commissioners approve the 1-year Sponsorship Agreement between Collier County and UWP, LLC dba Pro Watercross World Championships for $90,000 and finds the sponsorship promotes tourism. Second by Ms. Brock. Carried unanimously 8 – 0. 8. Old Business None 9. Marketing Partner Reports These reports (Marketing Partner Reports - Research Data Services, Paradise Advertising & Marketing, Inc., LHG (Lou Hammond Group), Collier County Tourist Tax Collections, Miles Partners - Website Activity, Digital & Social Media- Paradise Advertising, Book Direct, County Museums) are provided to TDC members on the digital link above to the County website. The Research Data Services report will be presented on a monthly basis, and the other reports will be presented at TDC meetings on an as needed basis. TDC members may request a presentation by the Marketing Partner representative or by Tourism staff at each TDC meeting. Part 1. Marketing Partner Report A. Research Data Services – Anne Wittine “Collier County Tourism Research – June 2021” The report outlined the improving conditions in the industry. The following was noted during Council discussions:  That the number of those seeking to travel reduced slightly in June, which may be due to those who wishing travel in previous months have begun vacationing.  Staffing continues to be an issue in the industry, however even with the lack of employees, the customer satisfaction level remains high with those visitors surveyed.  The County should continue to focus on its advertising campaigns as those in the industry anticipate the competition for business in 2022 to be fierce.  Staff, via County policy is currently limited to travelling within the State of Florida and awaiting word on the lifting of the restriction - Commissioner Solis noted that he would discuss the policy on restricting Staff travel to instate with the County Manager. B. Paradise Advertising – Tom Merrick and Cyndy Murieta “Marketing Partner Reports – July 2021 TDC” C. Lou Hammond Group – Terry Gallagher “National Public Relations Update – TDC Meeting - Services Conducted in June 2021” 4.B.1.a Packet Pg. 8 Attachment: TDC July 26 minutes (20023 : July 26, 2021 TDC Meeting Minutes) July 26, 2021 5 Part 2. Marketing Partner Reports D. Collier County Tourist Tax Collections – Jack Wert “Tourist Tax Collections” E. Miles Partners – Website Activity – Jack Wert “Paradisecoast.com Monthly Report – June 2021” F. Digital & Social Media - Jack Wert 79995 G. County Museums – Amanda Townsend “Collier County Museums” 10. Tourism Staff Reports A. Director B. Group Sales C. Leisure and Travel Trade Sales D. Sports Marketing E. Public Relations & Communications F. Film Office G. International Representatives H. Visitor Centers 12. Council Member Discussion Ms. Cox noted that the Marco Island Marriot hosted the “Destination Southeast” meeting planner event with 75 – 80 persons attending. Ms. Brock reported that visitation in Everglades City remains strong with visitors primarily from the east coast of Florida. Ms. Becker reported that the inaugural concert event at the Paradise Sports Complex featuring Ben Allen Hill was highly successful and measures should continue to promote the facility. Mr. Biernes reported that staff is aware of the employment issues facing the hospitality industry including discussing opportunities with Florida Gulf Coast University programs. 13. Next Scheduled Meeting Date/Location – September 27, 2021– 9:00 a.m. Collier County Government Center, Administration Bldg. F, 3rd Floor, 3299 East Tamiami Trail, Naples, Florida 34112 ***** There being no further business for the good of the County, the meeting was adjourned by order of the chair at 10:55 A.M. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL ______________________________________________________ Chairman, Commissioner Andy Solis These minutes approved by the Board/Committee on _________________ as presented________ or as amended ___________. 4.B.1.a Packet Pg. 9 Attachment: TDC July 26 minutes (20023 : July 26, 2021 TDC Meeting Minutes) 09/27/2021 EXECUTIVE SUMMARY Recommendation to approve a Resolution supporting the County’s applications to Florida Department of Environmental Protection for Long Range Budget Plan Requests for Beach Renourishment Projects for Fiscal Year 2022/2023. This action maintains the County's eligibility for State Cost Share Funding for future renourishment projects and make a finding that this item promotes tourism. OBJECTIVE: To approve a Resolution supporting the County’s applications to the Florida Department of Environmental Protection (FDEP) for Long Range budget Plan Requests for Fiscal Year 2022/2023. CONSIDERATIONS: Coastal Zone Management continues to seek funding from FDEP to augment existing tourist taxes that have been budgeted for these projects. These requests, if approved by FDEP, will provide partial funding for Collier County projects as listed below: 1. Collier County Nourishment a. FY 2022/2023 Monitoring - Environmental, Physical Monitoring, Turtle Monitoring and Tilling - Collier County Beach Renourishment Project and Doctors Pass Dredging. 2. Marco Island Nourishment a. FY 2022/2023 Monitoring - Environmental, Physical Monitoring, Turtle Monitoring and Tilling for FY 2020/2021 Construction 3. Wiggins Pass Dredging a. FY 2022/2023 Monitoring - Environmental, Physical Monitoring and Tilling Approval of this Resolution is required as a condition of submittal to request long range State funding to renourish Collier County beaches and Inlet Monitoring. FISCAL IMPACT: Tourist Development Tax funds are currently available and budgeted in Beach Renourishment Fund 195 to accomplish this work. State approval will lead to future state cost share participation on these projects through FDEP grant agreement and contract. GROWTH MANAGEMENT IMPACT: There is no impact to the growth management plan related to this action. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. - CMG ADVISORY COMMITTEE RECOMMENDATIONS: The Coastal Advisory Committee approved the Local Government Funding Request on May 13, 2021 (8-0 vote). The Tourist Development Council approved the Local Government Funding Request on May 24, 2021 (9-0 vote). The resolution was approved by the Coastal Advisory Committee on September 9, 2021 (9-0 vote) and the Board of County Commissioners on September 14, 2021 (5-0 vote). The resolution will be presented to the Tourist Development Council on September 27, 2021 for a follow-up report on the status of the LGFR funding request. 6.C.1 Packet Pg. 10 09/27/2021 RECOMMENDATION: To approve a Resolution supporting the County’s applications to the FDEP for Long Range Budget Plan Requests for Fiscal Year 2022/2023 and make a finding that this item promotes tourism. Prepared By: Andrew Miller, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees and Program Management ATTACHMENT(S) 1. Resolution LGFR - CAO Stamped (PDF) 2. LGFR Application - FY 22-23 - Collier Beaches (PDF) 3. LGFR Application - FY 22-23 - South Marco Beach (PDF) 4. LGFR Application - FY 22-23 - Wiggins (PDF) 6.C.1 Packet Pg. 11 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 6.C.1 Doc ID: 20022 Item Summary: Recommendation to approve a Resolution supporting the County’s applications to Florida Department of Environmental Protection for Long Range Budget Plan Requests for Beach Renourishment Projects for Fiscal Year 2022/2023. This action maintains the County's eligibility for State Cost Share Funding for future renourishment projects and make a finding that this item promotes tourism. Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/08/2021 9:50 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/08/2021 9:50 AM Approved By: Review: Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/08/2021 9:54 AM Tourism Jennifer Leslie Tourism Division Completed 09/08/2021 10:05 AM Tourism Paul Beirnes Director Completed 09/08/2021 10:08 AM Tourism Jack Wert Additional Reviewer Completed 09/08/2021 10:18 AM County Manager's Office Sean Callahan Executive Director Completed 09/20/2021 12:23 PM County Attorney's Office Colleen Greene Attorney Review Completed 09/21/2021 10:05 AM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 6.C.1 Packet Pg. 12 6.C.1.A Packet Pg. 13 Attachment: Resolution LGFR - CAO Stamped (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.A Packet Pg. 14 Attachment: Resolution LGFR - CAO Stamped (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.A Packet Pg. 15 Attachment: Resolution LGFR - CAO Stamped (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Beach Projects Application -Collier County Beach Projects PART I: GENERAL INFORMATION Local Sponsor Section Collier County -Growth Management Department -Coastal Zone Management Federal ID Number {FEID) 59-6000558_ Primary Contact Name Andrew Miller 'Title Principal Project Manager Mailing Address Line 1 2685 South Horseshoe Drive, Unit 103 Mailing Address Line 2 City Naples Zip Code 34104 Telephone Number (239)-252-2922, c (239) 300-5862 Email Address Andrew.Miller@colliercountyfl.gov Additional Contact Information PART II: CERTIFICATION I hereby certify that all information provided with this application is true and complete to the best of my knowledge. Signature of Local Sponsor Electronic or scanned signatures accepted. Printed Name Andrew Miller 1 /I//� Date·7-z_a -£, <-/ 6.C.1.B Packet Pg. 16 Attachment: LGFR Application - FY 22-23 - Collier Beaches (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Beach Projects Application - Collier County Beach Projects PART III: EVALUATION CRITERIA 1. Project Name: (as listed in the Strategic Beach Management Plan) Collier County Beach Renourishment 2. Project Description: Include county, location with reference to DEP range monuments, brief project history, and description of proposed activities. The project includes the periodic nourishment and monitoring of the Collier County beaches (Vanderbilt, Park Shore and Naples), maintenance dredging of Doctors Pass as a sand source for Naples Beach and erosion control structures adjacent to Doctors Pass for sand retention. The project area is located between Florida FDEP reference monuments R-22+300 and R-79, and includes three “reaches”: Vanderbilt Beach, Park Shore, and Naples. Pelican Bay will be constructed by the County on a reimbursable basis and is not considered as part of the project area. Vegetation will be planned for select locations in the project area, and plans will be developed as needed. Dune growth will be encouraged through planting and maintaining dune vegetation. Dunes will be restored to pre-storm conditions when damaged. A 2017 permit modification was approved by FDEP for the Park Shore segment (FDEP Permit 0331817-001-JC) to extend the northern reach limit from R-43+500 to R-42 in order to incorporate the Clam Pass Park disposal area that is permitted under the Clam Pass maintenance dredging permits into the County’s beach nourishment program. Between 2017 and 2020 approximately 38,000 cubic material was placed from Clam Pass onto the beaches on either side of the inlet and an additional 20,000 cy was placed by truck haul in the newly permitted segment. Doctors Pass is utilized as a borrow area for the Collier County Beach Renourishment Project. Periodic dredging of Doctors Pass and disposal south of the inlet (R-58A-457 to Lowdermilk Park R-61+816) will provide up to 20% (10,000 cy/yr) of the advanced nourishment fill material for the County’s beaches. Currently, the permit design is to maintain a 100 ft. wide beach in Vanderbilt and Naples Beaches and an 85 ft. wide beach in Park Shore, with a 6-year project design life. The beaches have been nourished in 2005/2006 with an offshore sand source and from an upland sand source using truck haul methods in 2013, 2014, 2016, 2019 and 2020. The County dredged Doctors Pass in spring 2018 and placed 18,200 cubic yards of sand within the nearshore disposal areas on Naples Beach. Approximately 105,000 tons (70,000 cy) will nourish Naples south of R-60+800 starting in November 2021 and material from Doctors Pass will be dredged and placed south of the inlet through R-61+800). Doctors Pass dredging is expected to bypass between 20,300 cy and 26,000 cy to Naples Beach. 3. Use of Requested Program Funds: Provide a brief description of tasks to be completed in each requested phase (Feasibility, Design, Construction, Monitoring, or USACE Multiphase). Indicate which tasks are cost reimbursement from previous fiscal years. FY 2022/2023 funds are requested for physical and environmental monitoring. 6.C.1.B Packet Pg. 17 Attachment: LGFR Application - FY 22-23 - Collier Beaches (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Beach Projects Application - Collier County Beach Projects 4. Map: Provide as an attachment. The map(s) of the project area must be formatted at a minimum of 1" = 200' scale and include a compass rose and legend. Project maps are attached. The Value of Upland Property information is not required as only monitoring funds are being requested. 5. Project length: Total restored project length (in feet) of the critically eroded area (as listed in the Strategic Beach Management Plan). • Vanderbilt: R-22+300 to R-30.5 = 14,996 feet • Park Shore: R-42 to R-54+400 = 12,976 feet • Naples: Doctors Pass to R-79 = 19,340 feet 6. Eligibility: The Eligiblity table and maps will be updated and transmitted to the FDEP when complete. Location/Name R-Monument Type of Access Width of Access/Frontage Total Public Units or Parking Spaces Additional Width from Eligibility Unit Eligible Shoreline (feet) Website Link for DBPR License Vanderbilt Segment Delnor Wiggins State Recreation R-22 Primary 60 340 2,640 2,700 NA La Playa Beach Resort R-26 Public Lodging 597 189 0 597 https://www.myfloridalicense. com/LicenseDetail.asp?SID=&i d=6CB6F49EDEDCB7B2DA35F 0B1B03FF871 Vanderbilt Beach Blvd. R-29 Primary 130 345 2,640 2,640 NA Ritz Carlton Hotel R-30 Public Lodging 742 350 0 Overlap https://www.myfloridalicense. com/LicenseDetail.asp?SID=&i d=51329BF412824BC8458810 C0E8BA9FEC Park Shore Segment Clam Pass Park R-44 Primary 3345 172 5,896 9,241 NA Seagate Drive North South R-45.5 Secondary 100 38 (South) / 67 (North) 0 Overlap NA Horizon Way R-52 Secondary 60 53 1,661 1,721 NA Vedado Way R-53 Secondary 60 37 1,954 2,014 NA 6.C.1.B Packet Pg. 18 Attachment: LGFR Application - FY 22-23 - Collier Beaches (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Beach Projects Application - Collier County Beach Projects Location/Name R-Monument Type of Access Width of Access/ Frontage Total Public Units or Parking Spaces Additional Width from Eligibility Unit Eligible Shoreline (feet) Website Link for DBPR License Naples Segment Edgewater Beach Hotel R-59 Public Lodging 265 0 0 265 https://www.myfloridalicense.com /LicenseDetail.asp?SID=&id=55754 52E59C2CC7C6775B8E7289DF24B Lowdermilk Park R-61 Primary 920 200 5,280 6,200 NA Naples Golf & Beach Club R-63 Public Lodging 939 319 Overlap Overlap https://www.myfloridalicense.com /LicenseDetail.asp?SID=&id=1E14F 6131F14878E51E25E6FBD95C16B 8th Ave N (S. Golf) R-63.5 Secondary 60 40 2,112 1,380 NA 7th Ave N R-64 Secondary 60 12 634 694 NA North Lake Ave R-64.5 Secondary 60 40 2,112 1,380 NA 6th Ave N R-65 Secondary 60 12 634 694 NA 5th Ave N R-65.5 Secondary 60 0 0 60 NA 4th Ave N R-66 Secondary 60 16 845 905 NA 3rd Ave N R-66.5 Secondary 60 16 845 905 NA 2nd Ave N R-67 Secondary 60 16 845 905 NA 1st Ave N R-67.5 Secondary 60 17 898 958 NA Central Drive R-68 Secondary 60 12 634 694 NA 1st Ave S R-68.5 Secondary 60 12 634 694 NA 2nd Ave S R-69 Secondary 60 12 634 694 NA 3rd Ave S R-69.5 Secondary 60 12 634 694 NA 4th Ave S R-70 Secondary 60 12 634 694 NA 5th Ave S R-70.5 Secondary 60 12 634 694 NA Hotel Escalante R-71 Public Lodging 150 10 Overlap Overlap https://www.myfloridalicense.com /LicenseDetail.asp?SID=&id=44134 60F722FFE31272B68944987DB1A 6th Ave S R-71 Secondary 60 12 634 694 NA 7th Ave S R-71.5 Secondary 60 16 845 905 NA 8th Ave S R-72 Secondary 60 12 634 694 NA 9th Ave S R-72.5 Secondary 60 12 634 694 NA 10th Ave S R-73 Secondary 60 12 634 694 NA 11th Ave S R-73.5 Secondary 60 12 634 694 NA Broad Ave R-74 Secondary 60 31 1,637 1,380 NA 12th Ave S R-74.5 Secondary 60 100 5,340 1,380 NA 13th Ave S R-75 Secondary 60 12 634 694 NA 14th Ave S R-75.5 Secondary 60 31 1,637 1,380 NA 15th Ave S R-76 Secondary 60 12 634 694 NA 16th Ave S R-76.5 Secondary 60 31 1,637 1,380 NA 17th Ave S R-77 Secondary 60 9 475 535 NA 18th Ave S R-77.5 Secondary 60 31 1,637 1,380 NA 19th Ave S / Shell Aly R-78.5 Secondary 60 12 634 694 NA 21st Ave S R-78.5 Secondary 60 12 634 694 NA 6.C.1.B Packet Pg. 19 Attachment: LGFR Application - FY 22-23 - Collier Beaches (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Beach Projects Application - Collier County Beach Projects 7. Schedule and Budget: Year Proposed Phase Description Total Estimated Cost Federal Cost Share State Cost Share Local Cost Share 2022/ 2023 Monitoring Physical, Biological, Turtles, Tilling $410,000 $0 $173,800 $236,200 2023/ 2024 Monitoring Physical, Biological, Turtles, Tilling $410,000 $0 $173,800 $236,200 2024/ 2025 Construction Engineering Services - Park Shore $400,000 $0 $169,500 $230,500 Construction Beach Renourishment - Park Shore $5,000,000 $0 $2,119,000 $2,881,000 Monitoring Physical, Biological, Turtles, Tilling $410,000 $0 $173,800 $236,200 2025/ 2026 Construction Doctors Pass Dredging and Engineering Services $1,020,000 $0 $510,000 $510,000 Monitoring Physical, Biological, Turtles, Shorebirds, Tilling $410,000 $0 $173,800 $236,200 2026/ 2027 Construction Beach Renourishment - Naples and Vanderbilt Reaches 3,000,000 $0 $1,271,400 $1,728,600 Monitoring Physical, Biological, Turtles, Tilling $410,000 $0 $173,800 $236,200 Items 8-17 are not required per the FDEP as only monitoring funds are requested for FY 22/23. 6.C.1.B Packet Pg. 20 Attachment: LGFR Application - FY 22-23 - Collier Beaches (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 21 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 22 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 23 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 24 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 25 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 26 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 27 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 28 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 29 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) 6.C.1.C Packet Pg. 30 Attachment: LGFR Application - FY 22-23 - South Marco Beach (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application -Wiggins Pass PART I: GENERAL INFORMATION Local Sponsor Collier County -Growth Management Department -Coastal Zone Management Section Federal ID Number (FEID) 59-6000558 Primary Contact Name Andrew Miller Title Manager Mailing Address Line 1 2685 South Horseshoe Drive, Unit 103 Mailing Address Line 2 City Naples Zip Code 34104 Telephone Number (239)-252-2922, c (239) 300-5862 Email Address Andrew.Miller@colliercountyfl.gov Additional Contact Information PART II: CERTIFICATION I hereby certify that all information provided with this application is true and complete to the best of my knowledge. Signature of Local Sponsor Electronic or scanned signatures accepted. Printed Name Andrew Miller 6.C.1.D Packet Pg. 31 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application - Wiggins Pass PART III: EVALUATION CRITERIA 1. Project Name: As listed in the Inlet Management Plan (IMP) or Strategic Beach Management Plan (SBMP) Wiggins Pass Inlet Management 2. Project Description: Include county, location with reference to DEP range monuments, brief project history, and description of proposed activities. The Wiggins Pass Project is located on the southwest Florida coastline in Collier County between Florida Department of Environmental Protection monuments R-16 and R-17 and the project is adjacent to approximately 2,300 feet of critically eroded Gulf shoreline. The dredge sites are located within Wiggins Pass, South and North Channels and the Gulf of Mexico. The nearshore and beach disposal sites are located north of the inlet, between DEP Reference monuments R-12 to R-15.5, and south of the inlet, between R-18 and R-20. The ebb shoal disposal area is located offshore of Wiggins Pass, approximately 300-1,000 feet north of the authorized inlet channel. The project permits also includes the periodic maintenance dredging of 4,700 feet of the Water Turkey Bay navigational channel to the design depth of -5.0 feet MLW, with 0.5 foot over-depth allowance, for a maximum allowable dredge depth of -5.5 feet. The channel widths range from approximately 90 feet to 140 feet. The initial phase of the latest Inlet Management Plan Study was implemented in 2013 by dredging approximately 107,000 cy for maintenance dredging and initial realignment of the channel. Per the Inlet Management Plan study, Wiggins Pass is currently dredged at regular intervals of approximately 4 years to maintain navigable depths for recreational boaters, with optional interim dredging events every two years to address shoaling across the navigation inlet gulf entrance. In 2015, an interim maintenance dredging project excavated 13,000 cy to clear the shoal across the main inlet entrance channel. Material was placed in the ebb shoal disposal area north of the channel and within the flood shoal disposal. FDEP finalized the inlet management plan in April 2018. In Spring 2018, dredging of 100,000 cy with disposal split 2/3 of the total volume (67%) to the north and 1/3 of the total volume (33%) to the south to maintain the navigation of the inlet, refine and reinforce the alignment begun with the 2013 project. Dredging of Wiggins Pass was concurrent with the dredging of Doctors Pass as a means for sharing of common costs, such as mobilization to reduce costs. In March 2020 the County conducted a small interim dredging project which removed approximately 21,400 cy from Wiggins Pass and 26,650 cy from Water Turkey Bay with placement in the nearshore zone north of Wiggins Pass along Barefoot Beach from FDEP reference monument R-12 to R-14. Due to storms since this project completion, the County is considering an emergency dredging project to remove shoals that impede navigation. 6.C.1.D Packet Pg. 32 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application - Wiggins Pass 3. Use of Requested Program Funds: The applicant is requesting funding for Design, Construction and Monitoring for the 2022/2023 FY. The project may be implemented early to address the recent storm driven infill. 4. Map: Provide as an attachment. The mapping is included with this application. 5. Project length: Total restored project boundary (in feet) as listed in the IMP or SBMP. Inlet influence north and south of Wiggins Pass was initially investigated in 1986 (Hine, et al). By examining the offshore contours in the vicinity of Wiggins Pass, the authors concluded that the length of influence along the updrift beach (north) was approximately 3,300 feet. It is at this distance north of the inlet, that the offshore contours become parallel to one another. The authors also found that the corresponding inlet effects downdrift (south) of Wiggins Pass extended approximately 2,040 feet (CPE, 2012). The Inlet Management Plan (CPE, 2012 and FDEP, 2018) monitors an area approximately a mile north and south of Wiggins Pass for inlet management (R-11 to R-21). 6. Schedule and Budget: Year Proposed Phase Description Total Federal Cost Share State Cost Share Local Cost Share Estimated Cost 2022/2023 Design Dredging - Engineering and Permitting $64,463 $0 $32,231 $32,231 Monitoring Environmental & Physical Monitoring, and Tilling $102,000 $0 $51,000 $51,000 Construction Channel Dredging (Emergency) $1,600,000 $0 $800,000 $800,000 Construction Dredging Construction Services $75,000 $0 $37,500 $37,500 2023/2024 Monitoring Environmental & Physical Monitoring, and Tilling $104,000 $0 $52,000 $52,000 2024/2025 Monitoring Environmental & Physical Monitoring, and Tilling $106,000 $0 $53,000 $53,000 Construction Interim Channel Dredging (25,000 CY) $600,000 $0 $300,000 $300,000 Construction Dredging Construction Services $50,000 $0 $25,000 $25,000 Design Dredging - Engineering and Permitting $75,000 $0 $37,500 $37,500 2025/2026 Monitoring Environmental & Physical Monitoring, and Tilling $108,000 $0 $54,000 $54,000 2026/2027 Monitoring Environmental & Physical Monitoring, and Tilling $110,000 $0 $55,000 $55,000 Construction Channel Dredging $1,748,363 $0 $874,182 $874,182 Construction Dredging Construction Services $53,045 $0 $26,523 $26,523 Design Dredging - Engineering and Permitting $79,568 $0 $39,784 $39,784 6.C.1.D Packet Pg. 33 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application 7. Sand reaching the inlet Provide the estimated annual quantity (cubic yards) of beach quality sand reaching the updrift boundary of the improved jetty or inlet channel: The bypass objective determined in the adopted Wiggins Pass Inlet Management Plan is 20,600 cubic yards per year. Based upon recent data, the annual volume of sediment reaching the inlet for the period 2018-2021 is 44,728 cy/yr (H&M, 2021). The volume change since 2018 has not yet been evaluated for a new bypass objective. 8. Severity of erosion Provide the annual bypassing objective (cubic yards/year) adopted by the IMP or SBMP or as determined by a Department-approved study: The Inlet Management Plan and the Strategic Beach Management Plan (FDEP, 2018) for Wiggins Pass states that on an average annual basis, the initial target inlet sand bypassing quantity shall be 20,600 cubic yards per year, with approximately one-third placed to the south of the inlet and approximately two-thirds placed to the north. • 2/3 to North target = 13,733cy/yr • 1/3 to South target = 6,833 cy/yr 9. Balancing the sediment budget Provide the current annual average of bypassed material (cubic yards) since the adoption of a bypass objective: The current annual 44,728 cy/yr meets the total IMP target. Provide a brief description of when the last sediment budget engineering analysis was completed for the inlet and area of inlet influence. Discuss any proposals to update the sediment budget. In 2011, 49,900 cy of material was removed from Wiggins Pass. In 2013 a total 107,370 cy was dredged from Wiggins Pass. The 2015 interim dredging excavated 9,400 cy from the inlet entrance channel and the connecting south channel. The 2018 project removed approximately 95,900 cy from Wiggins Pass. The 1995 Inlet Management Study and corresponding strategic beach management plan was implemented starting in 2001. A new study was completed in 2012, permitted and initiated in 2013. FDEP approved the final plan in April 2018. The bypassing plan adopted in April 2018 was first implemented with the 2018 dredging event. Since the IMP adoption, the bypassing objectives have been met. In March 2020 the County conducted a small interim dredging project which removed approximately 21,400 cy from Wiggins Pass and 26,650 cy from Water Turkey Bay with placement in the nearshore zone north of Wiggins Pass along Barefoot Beach from FDEP reference monument R-12 to R-14. 6.C.1.D Packet Pg. 34 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application The Wiggins Pass Inlet Management Plan was adopted in 2018 as described in the FDEP report dated April 2018. Two inlet dredging events have occurred since, in 2018 and 2020. The dredge and disposal volumes are summarized below and average 27,700 cy/yr and 13,070 cy/yr north and south of the inlet respectively. This calculation is based on dredging quantities and does not adjust for fill placed on the beach or in the nearshore. In addition, the quantity placed from the south (Vanderbilt) channel is not shown, since the sand comes from outside the active sand exchange system. Historical bypassing volumes: Year Quantity Bypassed (cy) - Sand Transfer Plant Quantity Bypassed (cy) - Dredging Dredge Location Placement or Disposal Area North South 2008 2009 38,927 12,373 Ebb Shoal R11.5-R14 and R18-R20.5 2010 2011 49,900 0 Ebb Shoal R12-R14.2 2012 2013/2014 66,064 0 Ebb Shoal R12-R16 2015 9,400 0 Ebb Shoal and Interior Channel R15.5-R16 2016 2017 2018 44,000 Ebb Shoal and Interior Channel R12-R14 2018 13,000 Ebb Shoal and Interior Channel R-16 2019 Ebb Shoal and Interior Channel 2020 37,000 Ebb Shoal Nearshore R18-R20 2020 21,400 Ebb Shoal Navigation Channel Nearshore R12-R14 Total per method (since IMP adoption) 78,400 37,000 Total bypass volume (since IMP adoption) 27,700 13,070 Years since IMP adoption 2.83 years (since 2018) Annual average bypass since IMP adoption 40,070 Bypass objective 2/3 1/3 Percentage of bypass objective 100% 100% 6.C.1.D Packet Pg. 35 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application Note: The channel through Water Turkey Bay was dredged in 2020 of 26,500 cy which was placed north of the inlet. This was not a traditional bypassing operation. 10. Increased bypassing and cost-effectiveness Provide the estimated increase in annual bypassing of sand (cubic yards/year) proposed for the project: None proposed at this time Provide the estimated shortfall of annual bypassing of sand (cubic yards/year) within the inlet system: Yes, the adopted bypassing objective is currently being met. Preliminary (20,600 cy/yr). Current Period (44,700 CY/yr which is an increase of 24,100 cy/yr. The project is combined with Doctors pass for economies of scale. Is the proposed project requesting construction phase funds for a major inlet management pro ject component? Construction phase funds are requested at this time. There may be enough funds in the current contract to meet both the emergency and routine dredging needs. If yes, and for the award of points for the cost-effectiveness of using inlet sand criteria, provide an opinion of probable cost per unit volume of the inlet and all other sand sources, certified by a licensed professional engineer. The cost per cubic yard for this project has been determined by Steve Keehn, PE to be $15.35/cy based on a weighted unit cost of a two-inlet project and the 2020 project bid sheet. 11. Inlet Management Plans Select all that apply: X Existing IMP: The proposed project has an existing IMP or completed Inlet Management Study that has been approved by the Department. 12. Enhanced longevity of proximate beach nourishment projects Annualized beach nourishment volume of proximate beach nourishment project: In March 2020 the County conducted a small interim dredging project which removed approximately 21,400 cy from Wiggins Pass and 26,650 cy from Water Turkey Bay with placement in the nearshore zone north of Wiggins Pass along Barefoot Beach from FDEP reference monument R-12 to R-14. Since the adoption of the inlet management plan 44,728 CY has been placed on average per year along the shoreline adjacent to Wiggins Pass. The recent approval of a cultural resources report on the Delnor Wiggins Park beaches should clear the way for disposal of dredged material on the dry beach. This will have increased staying power compared to recent practices. 6.C.1.D Packet Pg. 36 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) Beach Management Funding Assistance Program Local Government Funding Request Fiscal Year 2022/2023 Inlet Projects Application 13. Active permits Does the project have an active state permit? Yes Does the project have an active federal permit? Yes FDEP Permit No. 01452538-008-JC Permit number SAJ-2004-07621(IP-MJD) Permit Modification No. 0142538-014-JN Authorization date 2/13/2013 Authorization date 1/2/2013 Expiration date 2/13/2023 Expiration date 1/2/2023 14. Federal funds available Does the proposed project have federal funds available? If so, provide supporting documentation. No 15. Secured local funds Has the necessary local funding been secured for the proposed project? If so, provide a copy of the draft Resolution. The signed Resolution is due by September 21, 2021. Yes 6.C.1.D Packet Pg. 37 Attachment: LGFR Application - FY 22-23 - Wiggins (20022 : Funding from FDEP for Beach Projects in FY 22/23) 09/27/2021 EXECUTIVE SUMMARY OBJECTIVE: To obtain additional TDC grant funding for the Ann Olesky Shoreline Project. CONSIDERATIONS: The Parks and Recreation Division is requesting additional funding through a reduction of the budget of TDC Beach Renourishment Fund 195 reserves for capital and the closure of the Ann Olesky Pier Repair project to address an anticipated funding shortfall. A TDC Beach Renourishment grant application for this project is attached. The project scope includes erosion control improvements along the 400-foot shoreline with a geo-grid mat to protect against wave action and minor landscaping improvements that are required as a condition of the permit at Ann Olesky Park and Lake Trafford in Immokalee. Upon a recent reassessment of current conditions at the site along with regulatory requirements, a revised opinion of probable cost (OPC) was provided by RWA Engineering. The current approved project budget is $260,097 with $57,602.15 expended or encumbered to date leaving an available balance of $202,494.85. The OPC estimates the remaining project scope to cost $397,497.85 which leaves a funding deficit of $195,003. The construction is anticipated to begin October 2021, and completion is estimated to be March 2022. ADVISORY BOARD RECOMMENDATIONS: The Coastal Advisory Committee (CAC) voted unanimously to approve this item at their regularly scheduled meeting on September 9th, 2021. FISCAL IMPACT: Funding for the subject project is provided in Tourist Development Council (TDC) Beach Renourishment Fund (195) under Ann Olesky Seawall Repair Project No. 80321. To accommodate the total anticipated project cost a budget amendment increasing project funding by $195,003.00 is required. Accordingly, a budget amendment moving funds from Fund (195) Project No. 99195 (Fund 195 Res/Xfers) and Project No. 80268 (Ann Olesky Pier Repair) into Project No. 80321 (Ann Olesky Seawall Repair) is required. GROWTH MANAGEMENT IMPACT: There is no Growth Management impact. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. - CMG RECOMMENDATION: To approve a Collier County Tourist Development Council (TDC) Grant Application for Beach Renourishment at Ann Olesky Park in the amount of $195,003.00 and to make the finding that the expenditures promote tourism. Prepared by: Michael D. Cherbini, Project Manager, Parks and Recreation Division ATTACHMENT(S) 1. Budget Amendment Form - Ann Olesky Park (XLSX) 2. RWA Engineering - Opinion of Probable Cost - 2021-06-14 (PDF) 3. TDC Grant Application - Ann Olesky Park (DOCX) 6.C.2 Packet Pg. 38 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 6.C.2 Doc ID: 20096 Item Summary: Recommendation to approve a Collier County Tourist Development Council (TDC) Grant Application for Beach Renourishment at Ann Olesky Park in the amount of $195,003.00 and to make the finding that the expenditures promote tourism. Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/15/2021 9:45 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/15/2021 9:45 AM Approved By: Review: Tourism Jennifer Leslie Tourism Division Completed 09/15/2021 9:47 AM Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/15/2021 12:43 PM Tourism Paul Beirnes Director Completed 09/15/2021 12:57 PM Tourism Jack Wert Additional Reviewer Completed 09/15/2021 1:03 PM County Manager's Office Sean Callahan Executive Director Completed 09/20/2021 12:24 PM County Attorney's Office Colleen Greene Attorney Review Completed 09/20/2021 3:20 PM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 6.C.2 Packet Pg. 39 BUDGET AMENDMENT REQUEST For Budget/Finance Use Only BA# JE # BAR# APH Date 195 TDC Beach Renourishment Fund No.Fund Description (type on line above) Date Prepared:7/7/2021 (Attach Executive Summary) Approved by BCC on:Item No. Expense Budget Detail Fund Center Title:TDC Beach Renourishment Fund Center No.:110406 Funded Program (Project) Title:AOlesky Pier Repair 5-digit Fd Prog #:80268 (only one Fund Center/Funded Program should be entered into this section. If amendment is for Funded Program, must enter Fund Center info) Fund Funded Commit Commitment Item Increase Current Revised Center Program Item Description (Decrease)Budget Budget 110406 80268 634999 Other Contractual Services ($33,414)33,413.75 - - - - Net Change to Budget (33,413.75)$ Funded Program (Project) Title:Fund 195 Res/Xfers 5-digit Fd Prog #:99195 (only one Fund Center/Funded Program should be entered into this section. If amendment is for Funded Program, must enter Fund Center info) Fund Funded Commit Commitment Item Increase Current Revised Center Program Item Description (Decrease)Budget Budget 919010 99195 993000 Resv for Capital ($161,589)29,478,326.93 29,316,737.68 - - - Net Change to Budget (161,589.25)$ Expense Budget Detail Fund Center Title:Parks CIP TDC Fund Center No.:116361 Funded Program (Project) Title:5-digit Fd Prog #: (only one Fund Center/Funded Program should be entered into this section. If amendment is for Funded Program, must enter Fund Center info) Fund Funded Commit Commitment Item Increase Current Revised Center Program Item Description (Decrease)Budget Budget 116361 80321 763100 Improvements General 195,003.00 260,097.00 455,100.00 - - - Net Change to Budget 195,003.00$ EXPLANATION Why are funds needed?(type below) Additional funds are needed to bring the project funding in line with the engineer's opinion of probable cost. The original project estimate was developed a few years ago and prices have gone up substantially as a result of the COVID-19 pandemic. Additionally, the current scope includes regulatory requirements that were not previously contemplated. Where are funds available?(type below) Funds are available in the Ann Olesky Pier Repair project and TDC Beach Renourishment Fund 195 reserves for capital. C:\Users\michaelcox\appdata\roaming\iqm2\minutetraq\colliercountyfl@colliercountyfl.iqm2.com\work\attachments\91247 6.C.2.A Packet Pg. 40 Attachment: Budget Amendment Form - Ann Olesky Park (20096 : TDC Grant Funding for Ann Olesky Shoreline Project) REVIEW PROCESS Cost Center Director*:Date Division Administrator*:Date Budget Department:Date Ag ency Manager Date Finance Department:Date Clerk to the Board Admin:Date Inputted by:Date BA number (SAP) If this is uploaded into MinuteTraq with an Executive Summary, no signatures are required from the Cost Center Director or Division Administer. If this is uploaded into MinuteTraq, please do NOT send a paper copy of the Budget Amendment to the Office of Management and Budget office, OMB will download all budget amendments from MinuteTraq and will process after the BCC meeting. C:\Users\michaelcox\appdata\roaming\iqm2\minutetraq\colliercountyfl@colliercountyfl.iqm2.com\work\attachments\91247 6.C.2.A Packet Pg. 41 Attachment: Budget Amendment Form - Ann Olesky Park (20096 : TDC Grant Funding for Ann Olesky Shoreline Project) 430,100.00$ -$ Allowance 25,000.00$ Total 455,100.00$ Note: State of Florida Business Certificate No. EB-0007663 Ann Olesky Shoreline and Habitat Enhancement Engineers Estimate SUMMARY Ann Olesky Park Shoreline Habitat Enhancement This Estimate Based on Ann Olesky Shorline and Habitat Enhancement Plans Rev. 5 Dated 05/20/2021. RWA, Inc. 6610 Willow Park Drive, Ste 200 Naples, Florida 34109 Phone: (239) 597-0575 Fax: (239) 597-0578 5/28/2021 4:20 PM 6.C.2.B Packet Pg. 42 Attachment: RWA Engineering - Opinion of Probable Cost - 2021-06-14 (20096 : TDC Grant Funding for Ann Olesky Shoreline Project) Ann Olesky Park Shoreline Date: May, 2021 DESCRIPTION UNIT QUANTITY UNIT COST TOTAL Mobilization/Demobilization/Project Banner LS 1 45,000.00$ 45,000.00$ Maintenance of Traffic/Site Safety LS 1 6,500.00$ 6,500.00$ Record Survey/Record Drawings LS 1 12,500.00$ 12,500.00$ Stormwater Management LS 1 23,000.00$ 23,000.00$ Clearing and Removals LS 1 24,000.00$ 24,000.00$ Imported Fill Material and Density Tests LS 1 15,000.00$ 15,000.00$ FLEXAMAT and Filter Fabric LS 1 131,000.00$ 131,000.00$ Riprap at Slope Toe and Filter Fabric LS 1 100,000.00$ 100,000.00$ Sod Installation LS 1 15,000.00$ 15,000.00$ Turf Reinforcement Mat LS 1 19,000.00$ 19,000.00$ Sub-Total: (includes 10% contingency)430,100.00$ State of Florida Business Certificate No. EB-0007663 K:\2013\130063.00.47 13-6164 Ann Olesky Erosion Control\008 Construction Documents (100%)\OPC and Specs\REV05\Ann Olesky OPC.xlsx 6.C.2.B Packet Pg. 43 Attachment: RWA Engineering - Opinion of Probable Cost - 2021-06-14 (20096 : TDC Grant Funding for Ann Olesky Shoreline Project) COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL CATEGORY "A" GRANT APPLICATION Design, Engineering, and Construction Services for Ann Olesky Park 1. Name and Address of Project Sponsor Organization: Collier County Parks and Recreation Division North Collier Regional Park 15000 Livingston Road Naples, Florida 34109 2. Contact Person, Title and Phone Number: Barry Williams, Director 15000 Livingston Road Naples, FL 34109 Phone: 239-252-4035 FAX: 252-530-6538 Other: 239-280-7035 3. Organization's Chief Official and Title: Barry Williams, Director Collier County Parks and Recreation Division 4. Details of Project-Description and Location: The Ann Olesky Park is located on Lake Trafford in Immokalee. The park provides the only public fishing pier to the largest freshwater lake south of Lake Okeechobee. The approximate 400- foot shoreline has experienced severe erosion which has caused a significant loss of shoreline and park area. In addition to the loss of park area, the erosion is causing environmental impacts such as increasing water turbidity and reducing fish populations near the park boundary. The project scope erosion control improvements along the 400-foot shoreline with a geo-grid mat to protect against wave action and minor landscaping improvements that are required as a condition of the permit . 5. Estimated project start date: October 2021 6. Estimated project duration: (see below for milestones). 7. Total TDC Tax Funds Requested : $195,003.00 8. If the full amount requested cannot be awarded, can the program/project be restructured to accommodate a smaller award? Yes ( ) No (X) 6.C.2.C Packet Pg. 44 Attachment: TDC Grant Application - Ann Olesky Park (20096 : TDC Grant Funding for Ann Olesky Shoreline Project) P a g e | 2 COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL CATEGORY "A" GRANT APPLICATION Design, Engineering, and Construction Services for Ann Olesky Park PROJECT BUDGET PROJECT ELEMENT AMOUNT TDC Funds Requested $195,003.00 City/Taxing District Share $N/A State of Florida Share $N/A Federal Share $N/A TOTAL $195,003.00 PROJECT EXPENSES: Design, Engineering, and Construction Services $455,100 Ann Olesky Shoreline Stabilization Current Budget $260,097 Additional TDC Funds requested $195,003 MILESTONES: Obtain TDC approval for additional TDC Funds September 2021 Obtain BCC approval October 2021 Issue PO/NTP construction October 2021 Project completion February 2022 6.C.2.C Packet Pg. 45 Attachment: TDC Grant Application - Ann Olesky Park (20096 : TDC Grant Funding for Ann Olesky Shoreline Project) 09/27/2021 EXECUTIVE SUMMARY Recommendation to approve the Fiscal Year 2021-22 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this plan promotes tourism. _____________________________________________________________________________________ OBJECTIVE: Review the strategic plan for the destination for FY 22 commencing October 2020. CONSIDERATIONS: Through all of FY 21 beginning in October 2020, the Tourism Division conducted regular monthly zoom meetings with its sales and marketing partners from hotels where an average of 65 tourism business representatives from hotels, attractions, restaurants, shopping and arts and culture groups contributed insight, feedback and new suggestions for our destination marketing efforts. Beginning as early as January 2021, the CVB conducted a series of internal strategic planning sessions and workshops to identify marketing paradigm shifts and needs that had emerged and impacted the industry as the result of Covid. In May 2021 an extensive 2-day FY 22 strategic workshop with the CVB team along with agency representation crafted a detailed situational analysis of the destination along with opportunities and needs. The cumulative insight from that process was then presented to a total of 70 tourism business partners representing hotels, attractions, restaurants, shopping and arts and culture groups at a day-long strategic marketing retreat on July 14. Discussion and round-table feedback was solicited to ensure destination alignment and integrate all market insights into the FY 22 plan. The information collected from all these above sources has been compiled into a one-year marketing plan to promote the destination to meet our destination marketing objecti ves in the next year and is ready for TDC review. Each TDC member has been provided a written version of the plan and staff will present a PowerPoint Summary of the 2021-22 Marketing Plan at the TDC meeting. The plan includes all aspects of the CVB’s initiatives to market Collier County worldwide as a tourism destination of choice for group meetings, sports events, leisure vacations, wellness retreats, golf vacations, culinary, eco -adventures, arts and culture getaways and more in 2021-2022. Upon approval by the BCC, the complete plan will be posted on our website for use by our Collier tourism industry partners. The Marketing Plan includes Goals, Objectives, Target Markets, Situation Analysis and Strategies, Implementation details, and detailed planned expenditures for each marketing discipline in the proposed FY 22 Tourism Division Budget. Those planned expenditures include Administrative Costs, Marketing and Advertising, Public Relations and Communications, Group and Leisure Sales, Special Markets, Sports Marketing, Film and Entertainment, International Representation in UK, Europe and Latin America. This plan is designed to be nimble and adjust accordingly at any time the tourism marketplace shows a significant change in direction. In FY 21, the ability to remain nimble through the pandemic and respond quickly was a significant market strength. Utilizing a message delivery through digital and social media, we are able to make immediate changes in message, media outlets and platforms. Expenditures in all categories of our operation is in accordance with budget direction and with the Tourist Development Tax projections by the County Budget Office. We feel this plan reflects a responsible and highly strategic plan that will help to attract visitors back to our community and to impact many of the lost jobs to our economy. FISCAL IMPACT: The projected budget to support this strategic marketing plan includes Destination Marketing, Promotions & Sponsorships $7,086,600; contracted private sector marketing services $2,048,900; Sports events and venue support $483,300; Direct sales (show registration & travel) 7.A Packet Pg. 46 09/27/2021 $262,900; Group Meeting Support $1,321,500; Insurance & indirect costs $122,200 for a total of $11,325,400. These expenditures will be funded by the FY 22 projected tourist development tax revenue, collected monthly by the Collier County Tax Collector. Fund 184 contains the details of all the above marketing expenditures in the proposed Tourism Division budget for FY 22. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to this action. LEGAL CONSIDERATION: This item is approved as to form and legality and requires majority vote for approval. - CMG RECOMMENDATION: To approve the Fiscal Year 2021-22 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this Plan promotes tourism. Prepared by: Paul Beirnes, Tourism Division Director ATTACHMENT(S) 1. Marketing Plan FY 22 PPJW (PDF) 7.A Packet Pg. 47 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 7.A Doc ID: 20111 Item Summary: Recommendation to approve the Fiscal Year 2021-22 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this plan promotes tourism. Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/16/2021 2:16 PM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/16/2021 2:16 PM Approved By: Review: Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/17/2021 10:22 AM Tourism Jennifer Leslie Tourism Division Completed 09/20/2021 10:16 AM Tourism Jack Wert Additional Reviewer Completed 09/20/2021 10:21 AM Tourism Paul Beirnes Director Completed 09/20/2021 12:15 PM County Manager's Office Sean Callahan Executive Director Completed 09/20/2021 12:29 PM County Attorney's Office Colleen Greene Attorney Review Completed 09/20/2021 3:19 PM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 7.A Packet Pg. 48 FY 22 Marketing Plan Overview FY22 Marketing Plan Overview 7.A.1 Packet Pg. 49 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Annual KPI Analysis 7.A.1 Packet Pg. 50 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Tax Collections 7.A.1 Packet Pg. 51 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Record Breaking Metrics Tax Collections Economic Impact FY20/21 is on pace to be a record-setting year, with only two more months of collections due. 7.A.1 Packet Pg. 52 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Record Breaking Metrics RSW Southwest FL International AirportAverage Daily Rate Revenue per Available Room 7.A.1 Packet Pg. 53 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Current Situation 7.A.1 Packet Pg. 54 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Situation ●Naples, Marco Island and the Everglades is experiencing a surge in leisure visitation in 2021, setting an all-time high pace. ●International visitation is still in limbo, yet indications are that once restrictions are lifted, international visitation should mirror the surge witnessed by leisure visitation beginning in the Fall of 2021 and into 2022. ●Advance booking will be key for consumers to secure their accommodations during the high season. ●Consideration should be applied to triggers where the CVB should pause or reassign paid media flights and communications if the destination experiences compression or sell- out of room blocks during a specific period. ●It will be essential that the destination continue to quickly react to changes in the market during 2022. 7.A.1 Packet Pg. 55 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Situation Continued ●Sports planners in 2022 will be challenged to secure low rates due to demand during Winter 2022. ●It will be essential to monitor and rely on current data and industry research. ●It will be essential to focus on the overall visitor experience quality; elevate the value of the experience. ●Hybrid group meetings will continue to be an alternative with some planners ●The group meetings segment has slowed with some COVID cancellations reported in Fall 2021. There is demand for first quarter 2022, but those may postpone until later in the year. ●A seasonal spike within domestic, international and in-state are expected to create exceptionally high compression from January to April 2022. 7.A.1 Packet Pg. 56 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Compression Impact 7.A.1 Packet Pg. 57 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Top Visitation by State (Outside Florida) Arrivalist, January -July 2021, Out-of-State; Percents are based on all visitation to Collier County (including Florida visitors and out-of-state visitors) 7.A.1 Packet Pg. 58 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Top Visitation by DMA (Out-of-State)7.A.1 Packet Pg. 59 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Mission, Vision, Value Statements Our Mission is to provide a quality, year-round vacation and group meeting or event experience that produces a positive benefit to our business community through jobs, visitor spending and economic vitality, resulting in a healthy local economy and tax savings to our residents. Our Vision is to be recognized as the number one destination for travel in the U.S. The Value of our destination is communicated through our highly targeted marketing and promotion tactics to convince potential visitors that when they are ready to travel, Only Paradise Will Do. 7.A.1 Packet Pg. 60 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing New Unique Value Proposition 7.A.1 Packet Pg. 61 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Marketing Goals ●Increase tourism tax collections and positive economic impact ●Maximize visitation growth from Florida,domestic,and international markets ●Increase visitor awareness, interest,and loyalty for the destination ●Drive awareness, consideration, and event bookings for the Paradise Coast Sports Complex ●Sustain and expand groups and meetings booked ●Increase engagement from local tourism partners ●Establish a positive perception of the Naples, Marco Island and the Everglades CVB among local area residents and businesses 7.A.1 Packet Pg. 62 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Marketing Objectives ●Grow tourist tax revenue back to pre-COVID levels of $30 million in increments of $2 million per year by the end of Fiscal Year 2023. ●Increase email subscribers 10% ●Increase website traffic by 10% ●Increase visitation by 5% ●Increase official visitor guide requests by 5% ●Increase year-round occupancy by 1.5% ●Increase sports complex event booking inquiries by 5% ●Increase meetings/group event booking inquiries by 10% 7.A.1 Packet Pg. 63 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Key Performance Indicators ●Visitation ●Tax Collections ●Occupancy ●Email Database Subscribers ●Website Traffic (Sessions) and Engagement ●Social Media Engagement ●Visitor Guide Requests ●Earned Media Value ●Qualified Leads Generated (meetings/group, sports, etc.) 7.A.1 Packet Pg. 64 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Overarching Destination Strategies ●Implement an omnichannel approach to engage with consumers through the entire customer journey (before, during, post trip). ●Inspire and educate the various target audiences to learn more about the destination and ultimately visit. ●Develop and promote an array of robust, relevant content that features the depth and breadth of the destination’s offerings. ●Maintain brand continuity across all marketing communications channels. ●Elevate creative and messaging to reflect the destination’s new unique value proposition. ●Enhance sales and marketing efforts through the development of effective tools and resources. ●Develop and nurture a robust owned consumer database. 7.A.1 Packet Pg. 65 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Overarching Destination Strategies ●Develop an anticipated, nimble response to visitation compression and available occupancy. ●Utilize research extensively to confirm existing markets, and discover new opportunity markets ●Implement a surgical, quality over quantity approach across all initiatives to maximize budgets and resources ●Create, deliver, and sustain tourism value for visitors, partners, and residents ●Develop an omnichannel sales and marketing plan for the Paradise Coast Sports Complex ●Showcase the diversity and the inclusiveness of the destination while incorporating accessibility inclusion ●Initiate and cultivate a strategic partnership with Florida Gulf Coast University’s School of Business and Hospitality to align a talent pipeline between the school and the destination’s hospitality industry 7.A.1 Packet Pg. 66 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Consumer Funnel 7.A.1 Packet Pg. 67 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Consumer Journey A Consumer Journey represents the complete set of touchpoints the consumer travels through when interacting with a brand including the brand's website, social, email, media, Google presence, in-market experience, etc. Mapping is a visualization of the Customer Journey that enables the creation of actionable goals at customer interaction points. 7.A.1 Packet Pg. 68 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing To be successful, we must… ✓Be present throughout the journey ✓Enable discovery ✓Deliver the right level of content at the right time, in the right place ✓Understand there are different motivations to move along the funnel ✓Recognize that accommodation decisions are driven by parts of one’s trip (activities, dining, etc.) The chaos of the travel journey is an opportunity for marketers! Consumer Journey 7.A.1 Packet Pg. 69 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Consumer Journey 7.A.1 Packet Pg. 70 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing When you’re ready and able to travel again after being confined at home for months on end –don’t settle for just any vacation. Reward yourself with something exceptional: Florida’s Paradise Coast. This message was brought to life through a creative articulation that resonated with travelers... Creative Strategy 7.A.1 Packet Pg. 71 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing 7.A.1 Packet Pg. 72 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Creative 7.A.1 Packet Pg. 73 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Creative 7.A.1 Packet Pg. 74 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Creative 7.A.1 Packet Pg. 75 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Digital Marketing 7.A.1 Packet Pg. 76 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Create and execute a database acquisition strategy to expand the database with qualified customers across all audience segments. ●Ensure best-in-class database practices are enacted. ●Drive traffic to the website that yields engagement. ●Improve and increase cross platform content creation that aligns with the consumer journeys and all digital tactics. Digital Marketing 7.A.1 Packet Pg. 77 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Audience Segments 7.A.1 Packet Pg. 78 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Leisure -Domestic & In-State 7.A.1 Packet Pg. 79 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Drive visitation to the region year-round with emphasis on shoulder seasons ●Increase awareness of and interest in the destination ●Increase visitor spending to generate positive economic impact ●Increase length of stay ●Capture and expand the domestic consumer database and interest segments ●Increase destination content to amplify the breadth of the destination’s assets ●Maintain relationships with individuals that discovered the destination in 2020 & 2021 ●Increase website traffic and engagement ●Generate positive earned media coverage Leisure -Domestic & In-State 7.A.1 Packet Pg. 80 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Leisure -LGBTQ+ 7.A.1 Packet Pg. 81 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Be positioned as a top destination that is open and welcoming to LGBTQ+ travelers and community ●Increase awareness, engagement,and interest in the destination among LGBTQ+ travelers ●Increase LGBTQ+ consumer database subscribers ●Increase professional network among LGBTQ+ associations ●Increase LGBTQ+ specific groups and meetings leads by 50% ●Increase earned media placements that support and promote LGBTQ+ initiatives LGBTQ+7.A.1 Packet Pg. 82 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Leisure -Travel Trade 7.A.1 Packet Pg. 83 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Increase awareness of and interest in the destination, with emphasis on the luxury and outdoor/eco opportunities ●Increase travel trade inquiries ●Certify 2,000 travel agents through the Travel Agent Academy ●Expand the owned travel trade email database ●Host quarterly in-market events or sales mission Travel Trade 7.A.1 Packet Pg. 84 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Groups -Meetings 7.A.1 Packet Pg. 85 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Increase awareness of the destination among luxury groups and meeting planners ●Expand the groups and meetings planner email database ●Increase qualified leads by 5% from 2019 ●Secure qualified leads for 2023 –2025 business ●Generate positive earned media coverage ●Increase engagement with lodging partners Group -Meetings 7.A.1 Packet Pg. 86 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Groups -Sports 7.A.1 Packet Pg. 87 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Generate awareness, education and consideration of the Paradise Coast Sports Complex as well as the wider sports facilities across the region ●Generate 20 sports event leads per quarter (approximately 1-2 leads per week) ●Generate inquiries and leads specifically for the Paradise Coast Sports Complex ●Drive incremental sporting events towards needs periods ●Expand the sports planner and organizer database ●Secure one (1) new regional and one (1) national event booked at Paradise Coast Sports Complex ●Secure one (1) new water event at Sugden Park ●Generate positive earned media coverage Sports 7.A.1 Packet Pg. 88 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Groups -Weddings 7.A.1 Packet Pg. 89 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Increase awareness, consideration,and inquiries into the destination for weddings and honeymoons ●Increase wedding leads by 5% ●Maintain the quantity of wedding email database subscribers Weddings 7.A.1 Packet Pg. 90 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing International 7.A.1 Packet Pg. 91 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing International ●Collaborate with Travel Trade planners and use OTA’s for the younger traveler ●Partner involvement and support for FAM’s, creating packages for journalists and influencer trips ●Target the Canadian international market (Southern Ontario concentration) – fly drive capability when borders open ●Continue to market aggressively to our overseas Travel Trade partners as pent- up demand will fuel a travel “frenzy” ●Stay top-of-mind as the destination of choice in Florida ●Position destination competitively amongst CVB’s competitive set ●Identify international journalists and influencers to maintain the flow of information and articles to the main sources of travel information ●Promote travel packages and “deals”through Travel Trade contacts in all feeder countries 7.A.1 Packet Pg. 92 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Locals -Local Area Residents, Businesses and Tourism Partners 7.A.1 Packet Pg. 93 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Establish a positive perception of the value of tourism to Naples, Marco Island and the Everglades among locals. ●Increase positive local news coverage of tourism to the destination. ●Enhance the CVB’s reputation as an important economic driver for Collier County. Locals 7.A.1 Packet Pg. 94 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing The CVB strives to be a valuable resource to its partners throughout the tourism and hospitality industry. There are two primary ways this value is provided: Partner Program 2. Amplifying Voice -The CVB implements a multi-million dollar marketing plan each year that are intended to complement partner initiatives and help expand their reach, and amplify their voice. Efforts include: a.Social Media (Organic and Boosted) b.Public Relations FAM and IMV Visits c.E-Newsletters d.Website e.Blogs f.Tradeshows & Events 1. Marketing Resource -Several educational and informational opportunities are available. a.Annual Informational Partner Workshop b.Visitor Data c.Market Data d.Annual Events e.Marketing Plan Accessibility f.Marketing Inclusion Opportunities g.Creative Content (photos, videos, etc.) 7.A.1 Packet Pg. 95 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Film Professionals 7.A.1 Packet Pg. 96 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing ●Increase awareness of and interest in the destination as an ideal location for productions ●Secure repeat business ●Continue to lobby for state tax incentives for production ●Increase understanding and awareness of the value that film activity provides to destination leaders and community partners ●Maintain efficient permit-process,with a 48-hour turnaround on standard applications ●Expand location library (Reel-Scout®) up to 400 files ●Increase in spend per project by 5% ●Increase social media followers by 5% Film Professionals 7.A.1 Packet Pg. 97 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Marketing Timeline 7.A.1 Packet Pg. 98 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Marketing Budget 2019 -2020 $5,000.000.00 2020 -2021 $4,000.000.00 2021 -2022 $5,000,000.00 7.A.1 Packet Pg. 99 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing Thank you 7.A.1 Packet Pg. 100 Attachment: Marketing Plan FY 22 PPJW (20111 : Tourism FY 2021-22 Strategic Marketing 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 9.A.1 Item Summary: Marketing Partner Report Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/21/2021 8:55 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/21/2021 8:55 AM Approved By: Review: Tourism Jennifer Leslie Tourism Division Completed 09/21/2021 8:55 AM Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/21/2021 9:02 AM Tourism Paul Beirnes Director Completed 09/21/2021 10:22 AM County Manager's Office Sean Callahan Executive Director Completed 09/21/2021 10:56 AM County Attorney's Office Colleen Greene Attorney Review Completed 09/21/2021 3:17 PM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 9.A.1 Packet Pg. 101 Marketing Partner Reports Sept 2021 TDC 9.A.1.a Packet Pg. 102 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing MARKETING PARTNER REPORTS PART I 9.A.1.a Packet Pg. 103 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing RESEARCH REPORT Research Data Services, Inc. 9.A.1.a Packet Pg. 104 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Collier County Tourism Research Presented by: Research Data Services, Inc. August 2021 August 2021 Presented to: The Collier County Tourist Development Council 9.A.1.a Packet Pg. 105 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 5 RDS Travel Sentiment August 2021 9.A.1.a Packet Pg. 106 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 6 One word When asked what ONE WORD best describes their feelings about travel right now,28.0%of August 2021 respondents use words like “therapeutic,”“yes,”“eager,”“fun,” “open up,”and “normalizing.” August 2021 no 2020 % Positive 18.1%17.5%16.9%16.7% 25.8%22.1%27.1%12.7% 2021 % Positive 23.0%25.4%34.7%38.2% 47.6%50.3%40.1%28.0% 9.A.1.a Packet Pg. 107 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 7 RDS Traveler Sentiment Study August 2021 Green Light Travelers: 48.0% Feel Safe? Dining in a restaurant: 54.6% Shopping: 58.8% Visiting indoor attractions: 40.0% Taking a domestic flight: 42.4%How close are things to getting back to normal? 38.6% 0%100% Personal Health: 76.8% Personal Finances: 66.9% Economy: 32.3% Optimistic about: 45.9% think things at destinations they are interested in are mostly open. Currently have a trip booked: 35.7% ?Not interested in traveling to Florida? 30.3%say are unlikely to visit Florida vacation destinations. Red Light Travelers: 25.5% 9.A.1.a Packet Pg. 108 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 8 How has the pandemic changed you? May 2021 Jun. 2021 Jul. 2021 Aug. 2021 More motivated to travel/in need of a vacation 42.5 37.8 33.0 34.9 Less interested in travel/happy staying home 16.9 18.8 21.1 23.2 More anxious 23.5 24.0 25.5 35.9 More health/germ conscious 46.5 54.1 49.5 56.8 More budget conscious 25.8 27.2 27.7 25.9 More interested in outdoor activities 26.6 27.3 26.5 28.4 More wary of crowds 46.6 54.6 55.2 58.0 Less comfortable with plane travel 32.1 40.9 40.6 47.7 Less secure about my job 6.7 7.5 7.9 5.8 Less inclined to take travel for granted 34.8 37.1 34.9 36.3 Planning more carefully 32.0 34.9 32.5 43.4 Researching my trips more 30.7 26.4 25.2 28.7 More interested in spending time with friends and family 32.2 33.3 34.7 35.0 More concerned about how careful/safe the people around me are being 44.9 48.9 47.3 54.6 9.A.1.a Packet Pg. 109 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 9 Occupancy Barometer August 2021 Responses 9.A.1.a Packet Pg. 110 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 10 •“Behind pace in occupancy; ADR continues to be up compared to 2019/20. October: strong group base, with ADR lift.” •“Group is coming back, but getting hurt by the COVID uptick.” •“Better than expected in both rate and occupancy.” •“Pacing behind 2019 in occupancy, rate flat.” •“Still seeing good demand from the Northeast and Southeast.” •“Best September, October, and November ever.” OCCUPANCY BAROMETER Percent of properties reporting August occupancy and ADR at the same or higher levels compared to the reference year: August 2021 Lodging Metrics Compared to:2020 2019 Occupancy 72.7%38.9% ADR 85.7%88.9% Forward bookings up compared to this time in 2019? August 2021: 48.1%; July 2021: 63.6% Some 16.3% of properties report having sporting event related occupancy in August 2021. 9.A.1.a Packet Pg. 111 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 11 Economic Indicators 9.A.1.a Packet Pg. 112 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 12 Collier Direct Leisure and Hospitality Employment (Calendar Year)* Jan.Feb.Mar.Apr.May Jun.Jul.Aug.Sep.Oct.Nov.Dec. 2016 29,000 29,700 29,700 29,000 27,500 25,900 25,000 24,800 24,800 26,300 28,500 29,300 2017 30,300 30,700 31,100 30,400 28,700 27,000 25,800 25,900 23,400 26,700 29,200 30,300 2018 30,700 31,600 31,700 30,400 29,000 27,400 26,400 26,200 26,100 27,800 30,300 31,000 2019 31,700 32,400 32,400 31,700 30,100 28,300 27,400 27,100 26,900 28,600 31,200 31,800 2020 32,400 33,000 32,300 17,500 21,400 23,400 22,800 22,600 22,700 24,400 25,700 27,100 2021 29,100 29,400 29,000 29,000 27,900 25,700 24,900 24,700 16,000 22,000 28,000 34,000 MonthlyDirect Leisure and Hospitality Employment* SOURCE: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector. (June 2019 through December 2020 employment projections revised as of March 15, 2021 reporting.) Aug. 2021 D from Aug. ‘20: +9.3% D from Aug. ‘19: -8.9% 9.A.1.a Packet Pg. 113 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 13 Jan.Feb.Mar.Apr.May Jun.Jul.Aug.Sep.Oct.Nov.Dec. 2016 918,929 989,845 1,269,961 900,594 606,833 492,413 484,074 431,729 391,844 550,316 727,634 840,501 2017 892,905 946,079 1,252,124 1,032,783 629,321 528,383 530,428 481,185 327,466 581,317 767,064 873,494 2018 965,981 1,053,817 1,379,728 939,957 668,665 546,159 561,039 501,023 418,256 569,553 810,283 958,717 2019 1,050,093 1,117,409 1,482,239 1,111,558 725,754 586,319 570,977 526,519 460,869 638,922 876,703 1,077,818 2020 1,132,103 1,241,590 861,221 53,379 143,004 237,706 256,418 231,283 255,926 417,305 500,468 648,011 2021 686,563 725,735 1,162,342 1,107,004 946,366 839,377 814,471 0 250,000 500,000 750,000 1,000,000 1,250,000 1,500,000 RSW Total Passenger TrafficCY 2016: 8.60 million (+2.8%) CY 2017: 8.84 million (+2.8%) CY 2018: 9.37 million (+6.0%) CY 2019: 10.23 million (+9.1%) CY 2020: 5.98 million (-41.5%) CY 2021 to date: 6.28 million (+60.0%) Southwest Florida International Airport (RSW) Passenger Traffic July 2021 D from July ‘20: +217.6% D from July ‘19: +42.6% 9.A.1.a Packet Pg. 114 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 14 Year to Date 2021 January –August Collier Visitor Profile 9.A.1.a Packet Pg. 115 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 15 Thank you ! 9.A.1.a Packet Pg. 116 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 16 Collier Tourism Metrics Calendar Year to Date 2021 (January –August) Number of Visitors Room Nights Economic Impact •1,365,800 •D from ‘20:+43.8% •D from ‘19: +1.4% •1,771,100 •D from ‘20: +45.2% •D from ‘19:+1.1% •$1,886,666,400 •D from ‘20:+69.0% •D from ’19: +11.9% 9.A.1.a Packet Pg. 117 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 17 Visitor Origins Calendar Year to Date 2021 (January –August) # Visitors 2020 # Visitors 2021 D from ‘20 D from ‘19 Florida 461,070 677,388 +46.9%+47.6% Southeast 58,165 117,231 +101.5%+32.0% Northeast 180,752 261,436 +44.6%-7.6% Midwest 123,196 231,851 +88.2%+10.1% Canada *15,119 0 -100.0%-100.0% Europe *66,621 600 -99.1%-99.7% Other 45,177 77,294 +71.1%+10.4% Total 950,100 1,365,800 +43.8%+1.4% * Canadian 2021 visitation was too small to measure. 9.A.1.a Packet Pg. 118 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 18 Collier Comp Set YTD 2021 (January -August) Occupancy ADR RevPAR 2021 % D 20-21 % D 19-21 2021 % D 20-21 % D 19-21 2021 % D 20-21 % D 19-21 Naples MSA 65.8%+44.9 -1.7 $299.70 +16.9 +15.7 $197.09 +69.4 +13.8 Naples Upscale 71.1%+43.9 -5.2 $404.95 +21.3 +22.3 $287.87 +74.5 +16.0 Miami-Hialeah 67.6%+39.7 -13.5 $220.57 +6.0 +10.0 $149.01 +48.1 -4.8 Florida Keys 82.4%+42.7 +1.6 $392.70 +31.9 +37.8 $323.61 +88.2 +40.0 Ft. Myers 69.4%+39.7 -3.4 $176.73 +2.9 +3.7 $122.63 +43.8 +0.2 Sarasota-Bradenton 71.5%+37.7 +2.8 $168.28 +17.2 +14.1 $120.37 +61.5 +17.3 Clearwater 74.9%+35.3 -3.6 $190.92 +28.5 +13.9 $142.93 +73.9 +9.8 St. Petersburg 71.7%+33.5 -5.9 $177.85 +20.6 +8.8 $127.44 +60.9 +2.4 Palm Beach County 65.1%+39.2 -11.9 $201.05 +0.6 +3.5 $130.94 +40.0 -8.8 Ft. Lauderdale 71.9%+39.6 -7.2 $146.24 +1.0 -2.7 $105.10 +40.9 -9.7 SOURCE: SMITH TRAVEL RESEARCH, INC. 9.A.1.a Packet Pg. 119 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 19 Collier Comp Set –Occupancy (%) YTD 2021 (January -August) SOURCE: SMITH TRAVEL RESEARCH, INC. Trans % D 20-21 % D 19-21 Grp % D 20-21 % D 19-21 Total Naples MSA 56.9%+65.2 +32.9 8.9%-18.5 -63.0 65.8% Miami-Hialeah 59.0%+73.7 +0.6 4.8%-53.4 -68.7 67.6% Florida Keys 76.0%+47.0 +7.5 5.8%+0.5 -41.7 82.4% Ft. Myers 60.0%+51.2 +8.3 5.8%-24.8 -58.9 69.4% Sarasota-Bradenton 62.3%+43.4 +18.0 7.8%-1.7 -51.2 71.5% Clearwater 68.1%+48.0 +13.2 6.7%-28.0 -61.5 74.9% St. Petersburg 62.9%+42.3 +11.1 7.8%-9.7 -57.8 71.7% Palm Beach County 55.4%+59.7 +5.2 8.7%-21.0 -55.1 65.1% Ft. Lauderdale 64.1%+61.2 +10.0 5.4%-41.8 -65.1 71.9% 9.A.1.a Packet Pg. 120 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 20 Collier Comp Set –ADR ($) YTD 2021 (January –August) Trans % D 20-21 % D 19-21 Grp % D 20-21 % D 19-21 Total Naples MSA $313.63 +26.1 +16.9 $210.95 -25.1 -13.1 $299.70 Miami-Hialeah $231.50 +11.9 +14.1 $180.27 -29.3 -16.4 $220.57 Florida Keys $399.68 +34.4 +39.6 $316.04 +3.7 +13.3 $392.70 Ft. Myers $185.05 +6.0 +3.3 $136.03 -21.6 -9.1 $176.73 Sarasota-Bradenton $175.46 +20.2 +15.0 $129.41 -4.5 -3.4 $168.28 Clearwater $195.29 +31.2 +12.2 $147.43 +0.2 +1.2 $190.92 St. Petersburg $183.76 +23.8 +7.5 $137.86 -5.9 -4.1 $177.85 Palm Beach County $205.26 +9.4 +4.3 $188.09 -24.4 -4.9 $201.05 Ft. Lauderdale $150.99 +7.2 +2.0 $115.00 -32.2 -32.1 $146.24 SOURCE: SMITH TRAVEL RESEARCH, INC. 9.A.1.a Packet Pg. 121 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 21 August 2021 Collier Visitor Profile 9.A.1.a Packet Pg. 122 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 22 Visitation/Economic Impacts of Tourism Collier August 2021 Visitors 2021 108,300 2020 93,100 Room Nights 2021 150,500 2020 122,400 Economic Impact 2021 $114,484,300 2020 $80,753,900 %D +16.3 %D +23.0 %D +41.8 D from ‘19: -3.9%D from ‘19: -3.2%D from ‘19: +15.7% 9.A.1.a Packet Pg. 123 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 23 Visitor Origins Collier August 2021 # Visitors 2020 # Visitors 2021 D from ‘20 D from ‘19 Florida 76,156 70,287 -7.7%+29.4% Southeast 5,027 9,097 +81.0%+64.7% Northeast 3,724 11,372 +205.4%+29.4% Midwest 4,283 10,180 +137.7%-6.9% Canada *0 0 n/a -100.0% Europe *0 0 n/a -100.0% Other 3,910 7,364 +88.3%+36.1% Total 93,100 108,300 +16.3%-3.9% *August 2020 and 2021 Canadian and European visitation was too small to measure. 9.A.1.a Packet Pg. 124 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 24 Licensed Transient Lodging Units Licensed Transient Lodging Units 2020 2021 % D Hotel 6,267 6,261 -0.1 Motel 2,013 1,960 -2.6 Apartment/Vacation Rental 2,857 2,859 +0.1 Total Licensed Lodging Units 11,137 11,080 -0.5 Collier August 2021 * Source: Florida Department of Business and Professional Regulation (DBPR). 9.A.1.a Packet Pg. 125 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 25 Occupancy/Room Rates Collier August 2021 Occ.61.9%45.6%58.2%‘20: +27.6% ‘19: -6.0% ADR $153.60 $176.56 $224.70 ‘20: +27.3% ‘19: +46.3% RevPAR $95.10 $80.51 $130.78 ‘20: +62.4% ‘19: +37.5% 2019 2020 2021 D from 9.A.1.a Packet Pg. 126 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 26 Collier Comp Set August 2021 Occupancy ADR RevPAR 2021 % D 20-21 % D 19-21 2021 % D 20-21 % D 19-21 2021 % D 20-21 % D 19-21 Naples MSA 54.2%+37.2 +5.7 $218.18 +20.8 +34.6 $118.17 +65.8 +42.3 Naples Upscale 59.2%+32.1 +2.8 $283.56 +19.1 +34.6 $168.00 +57.5 +38.4 Miami-Hialeah 58.3%+72.2 -18.7 $180.97 +65.8 +24.5 $105.59 +185.5 +1.2 Florida Keys 66.4%+21.2 -5.8 $337.71 +51.6 +55.8 $224.10 +83.7 +46.8 Ft. Myers 55.7%+32.1 +2.6 $140.22 +13.1 +20.3 $78.08 +49.3 +23.5 Sarasota-Bradenton 55.4%+17.1 +3.0 $135.51 +19.4 +24.2 $75.08 +39.9 +28.0 Clearwater 65.4%+28.5 -2.6 $170.57 +37.0 +22.8 $111.53 +76.1 +19.6 St. Petersburg 56.4%+22.8 -11.2 $154.44 +26.6 +16.4 $87.06 +55.4 +3.4 Palm Beach County 55.9%+44.2 -10.0 $158.54 +25.9 +31.6 $88.58 +81.5 +18.4 Ft. Lauderdale 61.5%+34.8 -12.5 $137.01 +45.9 +25.6 $84.20 +96.7 +9.9 SOURCE: SMITH TRAVEL RESEARCH, INC. 9.A.1.a Packet Pg. 127 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 27 Collier Comp Set –Occupancy (%) August 2021 SOURCE: SMITH TRAVEL RESEARCH, INC. Trans % D 20-21 % D 19-21 Grp % D 20-21 % D 19-21 Total Naples MSA 46.3%+21.2 +14.7 7.8%+519.2 -27.3 54.2% Miami-Hialeah 50.4%+94.0 -16.2 4.1%-14.4 -47.7 58.3% Florida Keys 61.7%+17.0 -3.6 4.2%+120.5 -30.2 66.4% Ft. Myers 47.3%+21.3 +9.6 3.5%+76.2 -62.2 55.7% Sarasota-Bradenton 50.0%+21.4 +12.4 4.1%-26.6 -51.6 55.4% Clearwater 59.2%+23.7 +0.3 6.2%+104.6 -23.9 65.4% St. Petersburg 49.0%+18.8 -2.9 6.4%+57.9 -45.5 56.4% Palm Beach County 46.9%+53.6 -6.0 8.2%+7.7 -21.6 55.9% Ft. Lauderdale 53.4%+42.4 -5.4 5.7%-16.6 -43.4 61.5% 9.A.1.a Packet Pg. 128 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 28 Collier Comp Set –ADR ($) August 2021 Trans % D 20-21 % D 19-21 Grp % D 20-21 % D 19-21 Total Naples MSA $231.17 +27.6 +37.8 $141.86 -11.7 +0.2 $218.18 Miami-Hialeah $189.45 +61.3 +27.2 $154.17 +83.6 +10.5 $180.97 Florida Keys $342.67 +53.7 +57.8 $271.61 +22.2 +26.2 $337.71 Ft. Myers $138.63 +8.9 +13.6 $124.72 +40.7 +24.8 $140.22 Sarasota-Bradenton $139.00 +18.6 +25.1 $116.27 +28.8 +13.6 $135.51 Clearwater $174.72 +37.4 +22.9 $131.02 +58.6 +14.2 $170.57 St. Petersburg $159.01 +27.2 +14.7 $127.64 +37.0 +16.0 $154.44 Palm Beach County $166.60 +54.6 +38.7 $120.10 -40.8 -7.6 $158.54 Ft. Lauderdale $141.82 +43.1 +28.2 $115.16 +67.0 +6.2 $137.01 SOURCE: SMITH TRAVEL RESEARCH, INC. 9.A.1.a Packet Pg. 129 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 29 Airports of Deplanement (Top Six) Collier August 2021 53.0 19.1 n/a 11.1 6.0 n/a 96.9 n/a n/a 1.3 1.0 n/a 82.1 3.9 3.4 3.3 2.5 2.0 0 10 20 30 40 50 60 70 80 90 100 RSW Miami Naples Ft. Lauderdale Tampa Punta Gorda % 2019 2020 2021 % of Visitors Who Fly 2019 55.5% 2020 9.1% 2021 30.6% 9.A.1.a Packet Pg. 130 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 30 Party Size/LOS This August, visitor party size averaged 2.6 travelers who stayed for 3.3 nights in the Naples, Marco Island, Everglades area (August 2020: 2.8 people; 3.1 nights --August 2019: 2.7 people; 3.6 nights). Collier August 2021 9.A.1.a Packet Pg. 131 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 31 First Time Visitors (% Yes) Collier August 2021 10.7 5.0 32.8 21.7 29.4 43.5% 21.7% 34.4% 0 10 20 30 40 50 2019 2020 2021 % New Market Share Gain from FL 9.A.1.a Packet Pg. 132 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 32 Percent Group Business Collier August 2021 20.5 1.1 13.9 0 10 20 30 Group % 2019 2020 2021 9.A.1.a Packet Pg. 133 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 33 59.8 48.8 49.3 0 10 20 30 40 50 60 70 % YES Area Information Seen/Heard/Read 2019 2020 2021 54.2 56.0 58.3 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 % YES Directly Influenced by Information to Visit * 2019 2020 2021 See/Hear/Read vs. Influenced Collier August 2021 * Base: Saw/Heard/Read Information (% Yes) 9.A.1.a Packet Pg. 134 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 34 Information Fully 96.9% consult the web for trip information, with some 84.2% making bookings for their trip online area (August 2020 Consult: 97.2%; Book: 79.1% --August 2019 Consult: 94.3%; Book: 83.1%). Collier August 2021 9.A.1.a Packet Pg. 135 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 35 Visitor Perceptions Collier August 2021 •93.3%95.5% Satisfaction 95.8% •92.0%92.5% Would Recommend 93.2% •16.8%9.1% More Expensive 19.3% •94.7%93.9% Plan to Return 94.4% 2019 2020 2021 9.A.1.a Packet Pg. 136 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09.17.21 36 Average Age/Median Income Collier August 2021 •46.4 44.5 Average Age (years) 45.3 •$158,955 $135,938 Median HH Income $138,022 2019 2020 2021 9.A.1.a Packet Pg. 137 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing National Public Relations Update TDC Meeting Services conducted in August 2021 9.A.1.a Packet Pg. 138 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Media Highlights LHG & CVB PR EFFORTS –July 2021 Media Impressions: 5,803,834 Media Value: $536,385 9.A.1.a Packet Pg. 139 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Media Highlights 9.A.1.a Packet Pg. 140 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Media Highlights 9.A.1.a Packet Pg. 141 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Projects/Media Outreach ➢Hot Tip Program ➢Agency continued hot tip programing, focusing on “Upcoming Holidays” in the destination; collected responses which were added to shared document. ➢Regional Media Visits ➢Agency continued to engage regional media pitching media visits to markets, such as North Carolina. ➢VISIT FLORIDA Media Lead ➢Agency developed response for accessible travel in Florida to be featured on VISIT FLORIDA’S website to increase awareness in domestic and local markets. ➢Press Materials: Fact Sheet ➢Agency drafted of updated Fact Sheet for 2021. Agency continued to developed additional sections o the following: Weddings, LGBTQ, Wellness, and Accolades. 9.A.1.a Packet Pg. 142 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Partner Communications ➢Partner Newsletter ➢Agency assisted in creation of August Newsletter and deployed to partners on 8/24. ➢Bi-weekly Conference Calls ➢Client, LHG and Paradise Advertising teams participated in bi - weekly calls to review destination updates. ➢IPW Conference ➢Agency confirmed sending representation to participate in the U.S. Travel Association’s IPW Conference in Las Vegas on September 19-22, 2021, to execute media appointments on behalf of the destination and gain valuable insight in the travel industry's premier international marketplace. LHG selected from attending media to create agenda of 20 appointments booked air travel and hotel. 9.A.1.a Packet Pg. 143 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Looking Ahead ➢Media Visits ➢Freelance Journalist Vanessa Infanzon ➢Freelance Journalist Tracey Teo ➢Travel Blogger Jennifer Brommer ➢Projects ➢PR Integration of Advertising 2022 Plan ➢IPW Conference ➢Golf Tournaments ➢September Newsletter ➢Fall Media Mailer ➢Long-lead Pitching ➢Utilize new image assets 9.A.1.a Packet Pg. 144 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Thank you! Proud to be your Partner in Paradise! 9.A.1.a Packet Pg. 145 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Paradise Advertising Digital & Social Media 9.A.1.a Packet Pg. 146 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing August started with the Spring Summer Campaign running in full force, as well as Culinary, LGBTQ, Eco and Weddings. However, due to COVID concerns all campaigns for the most part were cancelled the week of 8/16. The remaining campaign focused only on Florida drive markets, and included only Facebook, paid search, and two vendors (Division D and DigDev emails). Weddings was also left intact. There were a handful of vendors that were unable to cancel due to their policies including Pandora and the Kidd Kraddick campaign,but both were wrapping up in the next couple weeks regardless. OVERALL DISPLAY Overall between 8/1 and 8/17 we served 6,146,121 display impressions and delivered 21,997 clicks,with a CTR of .36%.This is an increase of 12%over the previous month in CTR. OVERALL VIDEO There were 668,922 completed video views with a VCR of 85.2%,completely flat to last month's VCR. Top performing DISPLAY vendors in the Spring/Summer Campaign: -Divis ion D wit h a .35% -DigDev wit h a .28% Top performing VIDEO vendors in the Spring/Summer Campaign: •Hulu wit h a 98.9% •Top vendor in the CULINARY Campaign was Samba TV with a .18%CTR and a strong VCR of 90.7% •Top vendor in t he LGBTQ cam paign w as Digilant wit h a .18% •Top vendor in the MUSEUMS campaign was Madden Media with the retargeting banners to those who visited the Arts &Culture pages of VF website,with a .72%. •WEDDINGS campaign's only current digital partner,Wedding Trade Desk,continues to be extremely strong with a 4.94%CTR TOTAL MEDIA IMPRESSIONS Last M ont h (Aug 1 -31)c 6.15M ▼40% Compare period:10.23M TOTAL VCR Last Month (Aug 1 -31)c 85.2% 0% Compare period:85.2% Benchmarks CTR:.08% VCR:70% TOTAL MEDIA SPEND Last M ont h (Aug 1 -31)c $140.8k ▼54% Compare period:$303k TOTAL CTR Last Month (Aug 1 -31)c 0.36% ▲49% Compare period:0.24% Digital M edia Perf orm ance -Metrics K last update Sep 8,2021 at 02:23 PM 3 9.A.1.a Packet Pg. 147 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing Top Banner creative across all cam paigns was Vaccinat ed Seniors wit h a .37%CTR f rom t he Spring/Summer campaign. Top Sping/Summer Video creative w as Only Paradise Will Do Eco w it h a 98.6%. Top performing Culinary Campaign video creative was Fine Dining and Rom ance wit h a 90.6%,but almost tied with Casual Dining &Fun w it h a 90.5%. Digital M edia Perf orm ance -Creative K last update Jun 7,2021 at 06:06 PM 3 9.A.1.a Packet Pg. 148 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing IMPRESSIONS 1.46M Last Month (Aug 1 -31)c ▼7% Com pare period:1.56M Aug 4 Aug 7 100k 0 Aug 1 25k 50k 75k Aug 10 Aug 13 Impressions (QB) Aug 16 Aug 19 Aug 22 Aug 25 Aug 28 Au… Previous (Jul 1 -31) In the month of August,Agency continued running the Spring/Summer,Weddings focused,and LGBTQ focused campaigns.The Culinary campaign was canceled. Overall,there were both increases and decreases in metrics across campaigns: •1.46 million Impressions,a 7%decrease from June.This is likely due to the cancellation of the Culinary campaign. •26,830 Clicks,a 7%decrease from the previous month.This can also be attributed to the cancellation of the Culinary campaign. •Although there was a drop in overall Clicks,there was an increase in CTRs across most campaigns. The LGBTQ campaign continues to perfrom very strong, increasing it's CTR by 9% resulting in a 10.94% CTR. The Weddings campaign also saw a 16% increase, resulting in a 1.65% CTR. The Spring/Summer campaign saw a slight 12%decrease,resulting in a 3.11%CTR.These are all above the 0.9% Travel industry benchmark and Agency looks to continue these strong metrics as FY21 comes to a close. CTR (LINK CLICK-THROUGH RATE)BY CAMPAIGN Campaign Last Month Δ CCT 0209 FY21 LGBTQ Tra c (23847010194300191)10.94%▲9% CCT 0362 FY21 Spring/Summer Tra c (23847235797970191)3.11 %▼12% CCT 0362 FY21 Spring/Summer Engagement (23847065638440191)1.73%▲37% CCT 0482 FY21 Weddings Tra c (23847351853910191)1.65%▲16% CCT 0482 FY21 Weddings Engagem ent (23847351660370191)0.62%▲25% CCT 0209 FY21 LGBTQ Engagem ent (23846900574830191)0.52%▲2% Last Month (Aug 1 -31)cLINKCLICKS 26,830 Last Month (Aug 1 -31)c ▼7% Com pare period:28,908 Aug 4 Aug 7 1,000 500 Aug 1 750 1k 2k Aug 10 Aug 13 Clicks (All) Aug 16 Aug 19 Aug 22 Aug 25 Aug 28 Au… Previous (Jul 1 -31) Facebook Ads -M etrics K last update Sep 9,2021 at 05:33 PM 3 9.A.1.a Packet Pg. 149 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 552.3k POST ENGAGEMENT Last M ont h (Aug 1 -31)c ▲6% Compare period:522.9k 0 Aug 1 50k 40k 30k 20k 10k Aug 6 Aug 11 Aug 16 Aug 21 Aug 26 Au… Po st Engagement Previo us (Jul 1 -31) Spring/Summer: Engagem ent -Beach phot o targeting Resilient audience (Only Paradise Will Do video was best performing Engagement video) Traffic -Outdoor video retargeting Resilient audience NOTE FROM SEP 2 9:26 PM Facebook Ads -Creat ive K last update Sep 9,2021 at 06:44 PM 3 9.A.1.a Packet Pg. 150 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing #NAME IMPR.CTR /CCT Spring Summer FY21 0363 120.3k 7.11 2 CCT Museums FY21 0545 2,823 5.36 3 Weddings FY21 1349 11,405 4.67 4 CCT LGBTQ FY21 0208 45,032 1.9 5 CCT Leisure Golf 1496 84,583 1.15 6 CCT Meetings and Sports 0079 267.4k 0.7 CAMPAIGNS OVERVIEW Last M ont h (Aug 1 -31)c AVG.CPC Last M ont h (Aug 1 -31)c $0.73 0% Compare period:$0.73 IMPRESSIONS 531.5k Last Month (Aug 1 -31)c ▼27% Com pare period:727.4k Aug 4 Aug 7 0 Aug 1 40k 30k 20k 10k Aug 10 Aug 13 Impressions Aug 16 Aug 19 Aug 22 Aug 25 Aug 28 Au… Previous (Jul 1 -31) 11 ,650 CLICKS Last M ont h (Aug 1 -31)c ▼5% Compare period:12,261 Aug 26 Au… 100 Aug 1 200 300 400 500 600 Aug 6 Aug 11 Aug 16 Aug 21 Clicks Previo us (Jul 1 -31) IMPRESSION BY CAMPAIGN Last M ont h (Aug 1 -31)c CCT Me… 50.3% CCT Spring Su… 22.6% CCT LGBT… 8.5% CCT Lei… 15.9% Weddings FY21 1349 2.1% 531.5k Total Paid Search -Google K last update Sep 9,2021 at 07:52 PM 3 9.A.1.a Packet Pg. 151 Attachment: Sept 2021 MARKETING PARTNER RPT Part 1 revised (20147 : Marketing 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 9.B.1 Item Summary: Marketing Partner Report Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/21/2021 9:00 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/21/2021 9:00 AM Approved By: Review: Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/21/2021 9:06 AM Tourism Jennifer Leslie Tourism Division Completed 09/21/2021 9:22 AM Tourism Paul Beirnes Director Completed 09/21/2021 10:23 AM County Manager's Office Sean Callahan Executive Director Completed 09/21/2021 10:57 AM County Attorney's Office Colleen Greene Attorney Review Completed 09/21/2021 3:16 PM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 9.B.1 Packet Pg. 152 MARKETING PARTNER REPORTS PART II 9.B.1.a Packet Pg. 153 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing TOURIST TAX COLLECTIONS Collier County Tax Collector 9.B.1.a Packet Pg. 154 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 9.B.1.a Packet Pg. 155 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 9.B.1.a Packet Pg. 156 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 9.B.1.a Packet Pg. 157 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing WEB SITE ANALYTICS Miles Partners, Inc. 9.B.1.a Packet Pg. 158 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing ParadiseCoast.comMonthly Report August 2021 Naples, Marco Island & the Everglades CVB 9.B.1.a Packet Pg. 159 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Agenda August 2021 Web Report 1.Website Performance 2.Personalization Performance 3.Recommendations 9.B.1.a Packet Pg. 160 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing August Site Performance 9.B.1.a Packet Pg. 161 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Website Visits Over Time *Corrected: sessions removed from Romania, Ukraine, Albania, Poland, Hungary, India, Bulgaria, Portugal 180,699* 9.B.1.a Packet Pg. 162 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing August Website Visits By Day 9.B.1.a Packet Pg. 163 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Overall Performance 2021 2020 2019 ●Visits:140,381 +14% +64% ●Pageviews:210,990 +14%+41% ●Pages/Visit:1.5 +0% -14% ●Time on Site:0:53 -12% -33% ●Bounce Rate: 74%+7% +14% ●Homepage BR: 73%+12% +33% Activity & Engagement (YOY Comparison) 0 20000 40000 60000 80000 100000 120000 140000 160000 August 2019 August 2020 August 2021 TOTAL VISITS YOY COMPARISON 9.B.1.a Packet Pg. 164 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Organic Performance 2021 2020 2019 ●% of Total Visits: 38%+13% -18% ●Visits:52,789 +29% +35% ●Bounce Rate:57%+9% +11% Organic Activity & Engagement (YOY) 0 10000 20000 30000 40000 50000 60000 August 2019 August 2020 August 2021 ORGANIC VISITS YOY COMPARISON 9.B.1.a Packet Pg. 165 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Signals of Intent to Travel (SITs) Goal Completions (YOY Comparison)2021 2020 2019 ●Guide Order Form Submissions: 449 +11%-27% ●Newsletter Signups:222 +7%-4% ●Deals Pageviews:1,853 -12%-3% ●Hotels & Rentals Listings Pageviews:3,775 +46% +96% ●eBook Views:172 +47%-11% 9.B.1.a Packet Pg. 166 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Top Pages Across All Traffic Types 1.Explore Safely landing page 16,906 views 2.Homepage 16,259 views 3.LGBTQ Travel landing page 10,267 views 4.Outdoors landing page 7,050 views 5.Dining landing page 6,307 views 6.Events landing page 5,574 views 7.Marco Island landing page 3,795 views 8.eNews Signup page 3,593 views 9.Coronavirus Info page 3,564 views 10.Beach Conditions landing page 3,387 views 9.B.1.a Packet Pg. 167 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Kidd Nation Sweepstakes Impact Traffic and Engagement ●Visits: 216 ●Users: 157 ●Avg Session Duration: 2:33 ●Pages Per Session:2.47 9.B.1.a Packet Pg. 168 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Kidd Nation Sweepstakes Impact, continued Goal Completions ●Booking Widget Engagement: 141 ●Guide Orders: 1 ●Deals Page Views: 6 ●eGuide Views:2 ●Top States:Texas, Florida, Georgia 9.B.1.a Packet Pg. 169 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Top Geo Markets o Top State Markets: •Florida •Virginia •North Carolina •District of Columbia •New York o Top Cities: •Washington, DC •Naples-Fort Myers •Orlando •Miami-Fort Lauderdale •NYC 9.B.1.a Packet Pg. 170 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Non-English Activity & Engagement •PORTUGUESE: Visits:138 -22% Time on Site:1:33 -26% Bounce Rate: 61%-7% •SPANISH: Visits:2,436 N/A Time on Site:1:24 N/A Bounce Rate:74%N/A •GERMAN: Visits: 553 +16% Time on Site:1:01 -5% Bounce Rate:69%+1% Non-English Sites (YOY Comparison) 9.B.1.a Packet Pg. 171 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Book Direct Performance o BookDirect Widget Searches: 1,564 1,215 o BookDirect Click-Thrus (Referrals to Properties):1,066 1,020 o Average Time Spent on Results Page (All Devices): 4.7 min 1.2 min o Bounce Rate (BR): 41%81% o Search-to-Referral Ratio: Overall:68%84% Desktop:187%236% Mobile:21%38% Activity & Engagement (YOY 2021/2019)AUG 2021 AUG 2019 9.B.1.a Packet Pg. 172 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Content Recommendations ●“Ten Thousand Islands” receives 2,900 searches per month, but content related solely to fishing in this area ranks 11th. New content about the Ten Thousand Island can be a broader overview featuring tips and other tactical info. ●“Sunset Naples Florida” has 2,900 searches each month, but the Green Flash article ranks #11. Create new content about places to watch the sunset, what general time frames sunset occurs in each season and more. This would link out to Green Flash and Sunset Cruises articles. ●“Naples Florida Museums”has ~320 searches per month and the “museums” listings page ranks 15th. Create engaging new editorial content that highlights a variety of local museums. ●The “Proud to Welcome You to Paradise” page was #3 in August, but its bounce rate was 96%. Consider aligning page content with campaign creative or adding an LGBTQ+ events grid. 9.B.1.a Packet Pg. 173 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Personalization & Optimization 9.B.1.a Packet Pg. 174 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Personalization & Optimization Segment Impressions CTR % Local 1,256 1.19% Drive 3,173 1.51% Atlanta 414 1.42% NYC 1,522 2.3% NE General 2,521 2.18% Chicago 716 1.54% MW General 1,046 3.82% Segment Impressions CTR % Other 6,504 3.24% UK 142 3.52% PT-BR 15 0% DE 41 0% SPA 78 2.56% eNews fly-in 32,787 8.19% Guide modal 9,060 1.55% 9.B.1.a Packet Pg. 175 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Personalization & Optimization PC = Personalized Content Pages Per Visit o Didn’t see PC: 1.1 o Saw PC: 2.3 +51% o Clicked PC: 4.5 +196% August Engagement Average Time Spent o Didn’t see PC: 0:19 o Saw PC: 1:57 +121% o Clicked PC: 3:55 +344% Bounce Rate o Didn’t see PC: 86% o Saw PC: 49% -33% o Clicked PC: N/A 9.B.1.a Packet Pg. 176 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Key Takeaways Conclusions & Takeaways ●August of 2021 had more traffic than any previous August on record. ●Organic traffic rose by 29% and 35% over August of 2020 and 2019, respectively. It made up 38% of visits while campaign traffic, rising 13% YoY, made up 51% of all August visits. ●Heavy campaign traffic also led to YoY drops in engagement from both years, while SITS we mixed. ●For the first time in recent memory, Washington, DC knocked local market out of the top metro spot. 9.B.1.a Packet Pg. 177 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing ON LINE HOTEL BOOKING SERVICES Book Direct-JackRabbit Systems 9.B.1.a Packet Pg. 178 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 9.B.1.a Packet Pg. 179 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 9.B.1.a Packet Pg. 180 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing July and August Visitation 2021 9.B.1.a Packet Pg. 181 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 4,464 TOTAL VISITORS IN JULY July 2020 July 2021 Collier Museum at Government Center 214 590 Naples Depot Museum 279 706 Marco Island Historical Museum 769 2004 Museum Of The Everglades 573 934 Immokalee Pioneer Museum at Roberts Ranch 346 230 TOTAL 2,181 4,464 9.B.1.a Packet Pg. 182 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 2,832 TOTAL VISITORS IN AUGUST August 2020 August 2021 Collier Museum at Government Center 154 436 Naples Depot Museum 209 603 Marco Island Historical Museum 672 1171 Museum Of The Everglades 264 513 Immokalee Pioneer Museum at Roberts Ranch 21 109 TOTAL 1,320 2,832 9.B.1.a Packet Pg. 183 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 January February March April May June July August September October November December Year-to-Date Visitation 2018 2019 2020 2021 9.B.1.a Packet Pg. 184 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Where are you from? 9.B.1.a Packet Pg. 185 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing How did you hear about us? 9.B.1.a Packet Pg. 186 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Please explain why you would or would not recommend this museum to others. PLEASE EXPLAIN WHY YOU WOULD OR WOULD NOT RECOMMEND THIS MUSEUM TO OTHERS. Very interesting and lovely ground Lots of historical information: very informative Lots of great info Interesting history of the area. The exhibitions are beautifully installed. Especially the extensive info on Indigenous Floridians. I would have liked to see more info & text on the artwork & life of Jessica Oseola, and more of her works. I hope to see more featured on Contemporary Native Americans/artists. Great experience It’s fun and educational 9.B.1.a Packet Pg. 187 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Please explain why you would or would not recommend this museum to others. PLEASE EXPLAIN WHY YOU WOULD OR WOULD NOT RECOMMEND THIS MUSEUM TO OTHERS. Very entertaining and educational Very educative and well kept Great to learn about the history Great exhibits. Beautifully restored building. Yes I would, quality of museum preservation and displays were impressive! The history is amazing and the artifacts and exits are as well. Very informative Very nice collection of historical artifacts. I would recommend it because it’s very interesting. 9.B.1.a Packet Pg. 188 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing Please rate your overall experience with this Museum. #Field Minimum Maximum Mean Std Deviation Variance Count 1 Please rate your overall experience with this Museum. 1.00 5.00 4.90 0.37 0.13 48 4.90 of 5.0 Satisfaction 9.B.1.a Packet Pg. 189 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing How satisfied were you with the service you received? #Field Minimum Maximum Mean Std Deviation Variance Count 1 How satisfied were you with the service you received? 1.00 5.00 4.81 0.44 0.19 48 4.81 of 5.0 Satisfaction 9.B.1.a Packet Pg. 190 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing How likely are you to recommend this Museum to a friend or colleague? 9.B.1.a Packet Pg. 191 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing CURRENT EXHIBITS 9.B.1.a Packet Pg. 192 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing July 13 –October 9, 2021 Marco Island Historical Museum CREATING HOME: ARTWORK BY JESSICA OSCEOLA CREATING HOME: ARTWORK BY JESSICA OSCEOLA July 13 –October 9, 2021 Marco Island Historical Museum The Marco Island Historical Museum welcomes artist,Jessica Osceola, for her latest exhibition,Creating Home:Artwork by Jessica Osceola which will feature ceramic bas-relief portraits and patchwork skirts, and aprons.Jessica’s work focuses on themes of identity,culture,and home.Jessica is an adjunct Art Professor at Florida Gulf Coast University and member of the Seminole Tribe of Florida. Jessica notes:“This body of work is inspired by old Florida themes.The color palate,patterns and patchwork are influenced by my grandmothers,sisters,and cousins -A strong group of Seminole women who practice the art daily.I wanted the clothing to bring a feminine and happy feel good vibe to the 2021 year.Today’s patchwork is a culmination of all the styles of our ancestors and today’s society and style.” All Collier County museum locations offer free admission. 9.B.1.a Packet Pg. 193 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing September 4 –December 31, 2021 Naples Depot Museum FABULOUS FINS & FENDERS FABULOUS FINS & FENDERS September 4 –December 31, 2021 Naples Depot Museum Take a drive down memory lane with the Naples Depot Museum’s special exhibit, Fabulous Fins & Fenders! This photo series highlights images from the museum collection featuring the classic cars of yesteryear that could be seen driving around our region. From the earliest Tin Lizzies to the mid- century cruisers, come along for a ride to a simpler time in southwest Florida. All Collier County Museum locations offer free admission. 9.B.1.a Packet Pg. 194 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing September 7 –October 30, 2021 Collier Museum at Government Center REMEMBERING 9/11 REMEMBERING 9/11 September 7 –October 30, 2021 Collier Museum at Government Center This year is the 20th anniversary of the attacks on September 11, 2001. Remembering 9/11 recounts the events of September 11 and explores how they have been memorialized in our community. The exhibit will include a display from the National September 11 Memorial & Museum entitled “September 11, 2001: The Day That Changed the World” that presents the history of 9/11, its origins, and its ongoing implications. It explores the consequences of terrorism on individual lives and communities at the local, national, and international levels, and encourages critical thinking about the legacies of 9/11. All Collier County Museum locations offer free admission. 9.B.1.a Packet Pg. 195 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing August 31 –November 27, 2021 Museum of the Everglades PIONEERING THE PAST: THE STORY OF THE BRICKELL FAMILY – SOUTH FLORIDA’S FORGOTTEN FOUNDERS PIONEERING THE PAST: THE STORY OF THE BRICKELL FAMILY –SOUTH FLORIDA’S FORGOTTEN FOUNDERS August 31 –November 27, 2021 Museum of the Everglades Guest curator Cesar Becerra created this traveling tribute to William and Mary Brickell: early pioneer settlers in South Florida whose story has been largely diminished or even ignored in favor of a more romantic narrative. The exhibit explores the marginalization of the couple’s role as the co-founders of Miami as well as their contributions to the birth and growth of commerce in South Florida as a whole. All Collier County Museum locations offer free admission. 9.B.1.a Packet Pg. 196 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing August 17 –November 27, 2021 Immokalee Pioneer Museum at Roberts Ranch DOWN THE GARDEN PATH DOWN THE GARDEN PATH August 17 –November 27, 2021 Immokalee Pioneer Museum at Roberts Ranch Please join us at the Immokalee Pioneer Museum for a thrilling exhibition on the power of gardens and community.Down the Garden Path is a series of photos taken by local area photographer Lisette Morales, who documented the spirit of community and the universal nature of plants in one of Immokalee’s community gardens. In addition to Lisette’s perspective,Down the Garden Path highlights the perspective of local gardener Lupita Vazquez-Reyes, who organizes and works in the community garden. All Collier County Museum locations offer free admission. 9.B.1.a Packet Pg. 197 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing THANK YOU Questions? 9.B.1.a Packet Pg. 198 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 9.B.1.a Packet Pg. 199 Attachment: Sept 2021 MARKETING PARTNER RPT Part 2 revised (20148 : Marketing 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 11.A Item Summary: Tourism Staff Reports Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/17/2021 10:08 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/17/2021 10:08 AM Approved By: Review: Tourism Jennifer Leslie Tourism Division Completed 09/17/2021 10:11 AM Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 09/17/2021 10:46 AM Tourism Paul Beirnes Director Completed 09/17/2021 10:56 AM County Manager's Office Sean Callahan Executive Director Completed 09/20/2021 12:24 PM County Attorney's Office Colleen Greene Attorney Review Completed 09/20/2021 3:19 PM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 11.A Packet Pg. 200 1 Paul Beirnes DIRECTOR ACTIVITIES – Paul Beirnes – Aug 1 - 31, 2021 TASK 2020 2021 Strategic Planning Projects - 26 Collateral Development - 15 Staff Planning & Development - 45 New Projects - 16 Current and Upcoming Significant Strategic Initiatives Media Pause: On August 13th a difficult yet strategic decision was made in light of the escalating national media coverage as well as social media surrounding the Delta variant to pause all out of state domestic media. During the latter part of August and September the ability to generate incremental visitation to the destination is extremely limited based on the typical seasonality of travel. Instead, this period is primarily keeping the destination consideration top-of-mind. Unfortunately, with the rapid escalation of infection rates in the State as well as media coverage of mask/anti-mask mandates, it was determined that the ability to control brand strength within the media would be outside of our control. We determined that pausing mass media would provide the destination a better strategic advantage. Instate media remained as did instate social media posts and some lower funnel search. This resulted in approximately $150,000 in media savings. Paradise Pledge and Strategic Messaging Related to Covid: With the resurgence of Covid-19 and the surge in the Delta variant, the CVB has continued to elevate the Paradise Pledge messaging within the website and all outward communications. 2022 Strategic Planning: The FY’22 Marketing Plan is complete. Last week the plan was presented to destination partners and received strong feedback in our elevated strategic approach for the year ahead. Nationally Syndicated Radio Remote Broadcast: While the nationally syndicated radio broadcast of the Kidd Kraddick Morning show took place August 2nd – 6th it is important to showcase just how significant of a success this event was. Upon completion the independent agency of Nielsen Sports reported that the week’s destination broadcast generated $11.9 million in destination media value; 46.3 million impressions and over 398 minutes of dedicated national broadcast exposure for the destination. Thanks in great part to our incredible partners across the region and specifically the JW Marriott, Pure Florida, Revs Institute, Marco Island Historical Society and so many more. IPW & Conference Direct Attendance: The CVB team executed a busy schedule last week with presence and attendance at both IPW that took place Sept 19 – 22 in Las Vegas, Conference Direct that took place Sept 20-21 in Orlando (following a relocation from storm ravaged New Orleans) Florida Restaurant & Lodging Association (FRLA) Board Appointment: In August, Paul Beirnes was appointed to the board of FRLA and will represent the tourism and destination marketing interests of the region. Trade Shows / Tourism Industry Conferences • No trade shows were attended during August Tourism Industry & Intra-Division Meetings 11.A.1 Packet Pg. 201 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 2 • Conducted a series of interviews with the Deputy County Manager to review and interview candidate relating to Arts and Culture role • Monthly team meeting with Sports Force Inc • Bi-weekly Meeting with Parks & Resorts – upcoming events • Attend monthly Sunshine Sports Council meeting • Attend monthly TDC meeting • Attend monthly CVB Partner meeting • Attend monthly Florida DMO crisis call • Attend planning meeting with German trade representative Diamonde Staffing / Development • Assist HR in the trial and test of the new PAL development platform • Executed a series of administrative projects related to the JAT Evergreen Staffing assessment • Worked with each of our 10 team members to finalize and submit their TDPR performance reviews • Administer, review, provide feedback and approve division Controls • Conduct weekly scheduled one on one meetings with each of 8 staff reports • Conducted assigned / required Collier University training • Bi-weekly meetings with Deputy County Manager Sean Callahan • Finalize and submit annual team TDPR measurement Strategic Implementation • Significant attention applied to the development of the FY’22 Strategic Marketing Plan • Met again with the Internal Controls team to discuss the evolution and modification of implemented controls for the division as we implement the FY’22 Marketing Plan • Met with the team at Bank of the Everglades to determine and provide guidance towards how the CVB can assist in their valuable efforts relating to the renovation of the Bank and eventual development of the site as a functioning Visitors facility. • Significant amount of concentrated effort surrounding the forecast and reconciliation of the FY’21 year Budget relating to the approved incremental spending as directed in late FY20 and early FY’21 relating to the elevated spending to stimulate visitation resulting from the impacts of Covid Marketing / Public Relations/Communications / Sales • Dedicated a full week to personally execute the nationally syndicated Kidd Kraddick Morning show • Led in the administration and planning meetings between the CVB and the incoming Research Vendor Downes & St Germaine in order to ensure seamless transition in October • Met with the executive team at CHUBB Classic to discuss needs and elevation of destination within the 2022 event marketing • Bi- weekly PR agency meeting • Monthly Paradise Advertising agency meeting • Strategic guidance on all meeting and leisure email blasts • Provide team with regular data insight and market intelligence Collateral development 11.A.1 Packet Pg. 202 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 3 • Lead in the strategic review and creation of division wide collateral/ emails/ branding/ creative development/ copy development • Conducted a series of meeting related to the initial planning and development of the 2022 Visitors Guide 11.A.1 Packet Pg. 203 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 4 GROUP MEETING SALES REPORT Lisa Chamberlain – Group Sales Manager Reporting Period: August 1 – 31, 2021 2020 2021 Number of Meeting Planner Contacts 75 Debi 140 Number of RFP leads sent to hotel partners 1 22 leads – slowed down due to Coronavirus 19 potential spend $13.2 Million; potential room nights 12,565 58 leads sent 33,094 potential room nights $20,738,897.24 Estimated Economic Impact -------- 107 Leads sent last month (is that a record?) $61,432,913.22 estimated Econ impact Number of Groups booked 1 group booked by Debi $24,854.55 direct spend 8 groups booked Total Room Nights/Econ. Impact for Period booked $1,137,470.61 direct spend and 2411 room nights $4,393,996.91 direct spending EI; 2134 total room nights booked Number of RFP Enhancement (RFPE) Requests 1 1 Florida Bankers Association July 2023 2 Florid Bankers Association June 2024 3 Food Marketing Institute Jan 2024 4 Food Marketing Institute Jan 2025 Number of RFPE’s to Contract 0 1 FL Club Management Assn June 2022 Client Site Visits & FAM’S 1 Assisted sites that then cancelled with COVID spike 3 FL Meeting Services & Kayak Mangrove tour Henry Schein Client mtg Rotary Planning Mtg Naples Grande Hotel Partner Site Visits 0 1 Residence Inn Number of Shows Attended ConferenceDirect virtual and virtual spa event with Midwest reps - WILMI 2: Connect Corporate 2021 Tampa FSAE Annual Conf 2021 Orlando Destination Southeast at JW Marriott EVENTS ATTENDED Connect Corporate 2021: Aug 30 – Sept 2, 2021 Tampa The Connect Marketplace is one of the premier events for the meetings and events industry, and this annual conference provides attendees with a variety of business development opportunities. Connect Meetings provides five separate ‘tracks’ for attendees to focus on their respective targeted markets.FL Society of Association Executives’ FSAE Annual Conference June 29 – Jul 1; 350 attendees, personally have been a member since 1993 and wonderful to meet face to face and get reacquainted with state association decision makers. The state 11.A.1 Packet Pg. 204 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 5 association market checks all the boxes for future meetings… associations are required to hold annual meetings, majority are held in our off season, and attendees are mainly within driving distance. Northstar Meetings DESTINATION SOUTHEAST July 25-27, 2021 Attendees were 69 top level, pre-qualified meetings and incentive professionals vetted to ensure they are looking to book business in the Southeast – Hosted- Buyer event with 24 one-on-one appointments. JW Marriott Marco Island Beach Resort & Spa hosted this prestigious event with a large financial commitment. Our destination provided a sponsorship for F&B and transportation. We provided destination information for the bags, and Jack welcomed the entire conference on the Sunday evening opening reception. Our destination video was shown at breakfast on Monday morning. Great overall exposure. SALES ACTIVITIES Connecting with and assisting meeting planners who have submitted RFPs. 107! That’s a lot! • 7/1: FSAE Annual Conference 2021 and return home from Orlando • 7/2: Strategic Planning Meetings Groups/Meetings Workshop with Paradise Advertising • 7/2: RFPE Request from JW Marriott for Nov/Dec 2022 conference • 7/9: Met with Art MacQueen and Rotary planning committee at Naples Grande re: Sept/Oct meeting • 7/9: Assisted in pre-conference arrangements for two clients attending Destination Southeast • 7/10: Assisted Tanya Faurot & Iryna Romanenko of FVDRC re: restaurant/activity recommendations • 7/12: RFPE Request for June 2022 program • 7/12: Connecting with Ritz-Carlton team • 7/13: Ingrid Raboteau American Coal Council lead and upcoming visit • 7/13: Joined Midwest team on destination tours – here for Strategic Planning Meeting • 7/14: CVB Annual STRATEGIC PLANNING PARTNER MEETING at Hilton • 7/15: Coordinated travel requests for Prevue Meet Well Agreement for Midwest rep Sept 2021 • 7/15 Amanda Motes Metal Treating Institute • 7/15: Finalizing registration and travel requests for Connect Meetings in Tampa in August • 7/16: Dropped off information to ConferenceDirect client in town • 7/20: Naples Transportation & Tours re: Destination Southeast • 7/20: Assisted Jaime Caldwell with information South Florida Hospital & Healthcare Assn • 7:20 Assisting Stuart Gardner & Ed Beaman FL Meeting Services re: ACEC Spouse Program • 7/20: Destination Southeast prep: Working on welcome video & Jack’s welcome • 7/20: FL Governors Conference on Tourism Travel Request • 7/21: Prevue/IRF Meet Well Sept 8-9, 2021 travel arrangements for Midwest • 7/22: Destination Southeast Appointment selection/requests • 7/23: RFPE for HPN client for July 2023 program • 7/23: Discussion Nicole Steed Moon Crush event on beach • 7/25-28 Destination Southeast Appointment Show • 7/28: Lamont Associates Parntnering opportunity with Bruce Lacey • 7/29: Henry Schein Planning meeting prep for August meeting at JW Marriott Aug 17th • 7/30: Destination Southeast follow up 11.A.1 Packet Pg. 205 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 6 • JULY: 107 leads!! That’s a lot / Preparation for possible Hurricane scenario / • Preparation for Strategic Partner Summit-research and questions for brainstorming prior & for event • Worked with Midwest representatives, Maura Zhang on potential upcoming travel schedule such as SITE Midwest Road Trip and and various industry memberships… Destination Reps OBSERVATIONS/TRENDS The CVB Annual STRATEGIC PARTNER PLANNING SUMMIT on July 14th was very worthwhile. The preparation in advance set us up for a very productive session and feedback was interesting from the hotel partners. They all agreed that this upswing cannot be sustained and meetings as base business are more important than ever. They stressed that we need to be traveling and in front of key decision makers in many markets. Attendees at Destination Southeast were more comfortable in returning to face to face meetings. At the One-on- One appointments, many shared that they are still concerned with status of their future meetings in regard to the pandemic. If we’ve learned anything it’s that the Covid situation is very fluid and safety protocols are still being implemented. As indicated in my report above, the amount of RFPs being received has increased (107 in July) Many are smaller corporate and incentive groups, however larger meetings are being sourced, as well. It is still challenging to find availability for meeting space/dates in Jan/Feb/Mar/ April 2022. Meeting Planner clients are feeling more confident with traveling to shows, as well. Industry counterparts have been traveling and attending tradeshows and conferences, with plans to continue attending in person meetings. UPCOMING STRATEGIC INITIATIVES Obtaining information from various meeting planning organizations to determine involvement with possible partnership opportunities with them. Lamont Associates, Luxury Meetings, AMI, etc. After recent county approval for in state travel through September, and then the possibility of future upcoming travel, we will be preparing Proposals to Attend for the key upcoming conferences on our calendar. Preparations underway to register, complete travel requests, etc to attend future events such as: Destination Southeast July 25-28 Connect Meetings Aug 30 – Sept 1. Connect CORPORATE Track FL Governor’s Conference on Tourism Sept 8-10 ConferenceDirect Annual Partner Meeting Sept 19-23 Working with Paradise Advertising on social media content for LinkedIn posts; highlighting relevant educational content in my monthly posting, and continuing with advertising message of safety, with Paradise Pledge, and ‘Only Paradise Will Do. 11.A.1 Packet Pg. 206 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 7 Monitor status and registration numbers for upcoming industry events scheduled to be held in person over the coming months. Ongoing communication with hotel and industry partners to maintain relationships and keep finger on the pulse of the meetings side of industry and what clients may be sharing regarding future plans. GROUP MEETING SALES REPORT Synergy-Connect Midwest Reps August 1-31, 2021 2020 2021 Number of Meeting Planner Contacts 75 80 Number of RFP leads sent 1 13 Number of Groups booked 2 Total Room Nights/Econ. Impact for Period booked 510 room nights / $124,602.90 Number of RFP Enhancement (RFPE) Requests 0 Number of RFP’s to Contract 0 Site Visits & FAMS 0 Number of Shows Attended 2 Virtual Shows 2 in person IDSS Report RFPs Event Name Organization Contact State Event Date Total Room Nights Michigan Beer & Wine Wholesaler 2023 Winter Conference Helms Briscoe Kim Kossl MI Sun, 12 Feb 2023 - Thu, 16 Feb 2023 185 NARI Spring Conference National Association of the Remodeling Industry Tracy Wright IL March or April 2022 (no April 11- 17, 2022) 248 2022 Pulse Technology Incentive Helms Briscoe Debra Ravenscraft IL Sat, Jan 15, 2022 - Sat, Jan 22, 2022 83 2022 National FHB Forum and Administrative Meetings US Wheat and Barley Scab Initiative Michelle Bjerkness MN November 30 – December 7, 2022 431 NCM Associates 2066 - Marco Island FL - November 2022 Maritz Global Meetings and Events Debra Collins CMP MO Sat, Nov 05, 2022 - Wed, Nov 09, 2022 78 The 2022 ARCOS Utility Operations Executive Summit ConferenceDirect Meghan Malantonio AZ Thu, 24 Feb 2022 - Sat, 26 Feb 2022 58 11.A.1 Packet Pg. 207 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 8 The Saphnelo National Sales Meeting- February Maritz Global Meetings and Events for Astra Zeneca Ilyssa Swenor MO Tue, Feb 8, 2022 - Fri, Feb 11, 2022 997 The State Electric Customer Loyalty Trip 2022 Augeo Marketing Shay Famer MN Tue, 08 Feb 2022 - Sun, 13 Feb 2022 939 BDO USA - Lender Meeting - February 2022 NHS Global Alexis Augius IL Tue, Feb 22, 2022 - Thu, Feb 24, 2022 70 2022 NLC Mutual Winter Board Meeting Conference Direct Joe Millenbach WI Tue, Dec 06, 2022 - Sun, Dec 11, 2022 125 MIdwest Veterinary Supply NSM Helms Briscoe Dean Tompkins AZ Tue, Jul 26, 2022 - Sat, Jul 30, 2022 748 AMC Connections 2025 Meetings Made Easy Mike Ferreira NE Sun, Jan 19, 2025 - Wed, Jan 22, 2025 2700 NNI #01592 Obesity POA II 2021 Maritz Global Meetings and Events for Novo Nordisk Inc Allison Fegley NJ Mon, Dec 06, 2021 - Thu, Dec 09, 2021 2720 Booked RFPs Event Name Organization Contact State Event Date Total Room Nights Room Revenue Michigan Beer & Wine Wholesaler 2023 Winter Conference (Received and Awarded in August) Helms Briscoe Kim Kossl MI Sun, 12 Feb 2023 - Thu, 16 Feb 2023 185 / $53,213.40 Sun Life Financial - Leader's Conference - April 2022 NHS Global Alexis Augius IL 01-Apr-2022 to 03- Apr-2022 325 / $71,389.50 VIRTUAL EVENTS ATTENDED None PROSPECTING and OTHER ACTIVITIES 11.A.1 Packet Pg. 208 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 9 ● Followed up on outstanding RFP’s ● Followed up on clients I met during the Destination Reps Golf Outing Event in Glen Elly. ● Continue follow up with clients who attended SITE Midwest Spring Road Show. ● Continue follow up with clients who attended SITE Chicago Sip and Swing event. ● Attended -August :8/9-MPCAC Trivia Night at City Winery, Chicago IL ● Attended-August 8/12-Destination Reps Ballpark Client Event in Rosemont IL. ● 8/31/21 hosted Zoom presentation for Kari Messenger Meeting Planner from AMC Association Management Company. Has mostly healthcare industry programs with attendees being nurses, doctors, or engineers. Has used Naples for board meetings and small size programs. Definitely interested in the destination. Aileen provided informational flyer with my information to share with her colleagues. LOOKING AHEAD ● September: 9/15 – Destination Celebration Kansas City. ● September- 9/28-30-SITE Chicago Road Show Milwaukee-Chicago-Dearborn ● November: 11/16-Destination Celebration Minneapolis ● November 11/17-MPIMN Holiday Celebration and Silent Auction ● December: 12/7 - SITE Minnesota Holiday Party ● December: 12/14-Association Forum Holiday Showcase Tradeshow ● December: 12/16-SITE Chicago 7th Annual Holly Trolley 11.A.1 Packet Pg. 209 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 10 TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT Claudia Cianfero – Travel Industry Sales Manager August 1 – 31, 2021 PERIOD AT A GLANCE 2020 2021 Number of Travel Agent Contacts 177 30 Number of Tour Operator Contacts 12 35 Number of FAM’s/Site Visits 0 1 Number Trade Shows Attended 0 1 EVENTS RECAP August 10 – 13, 2021 Destination Review – Argentina Rep. Maria Laura Romero Mirci We hosted Maria Laura in the destination for a few days so that she could see all our offerings. She had visited many years ago and was impressed at how much the area had changed. She experienced hotels, attractions and restaurants in Naples, Marco Island and the Everglades. She is now back in Argentina and preparing to do trainings to different travel agencies and tour operators. New attraction – Electric Scooter tour with Maria Laura August 20, 2021 OTN Open Forum - Virtual 11.A.1 Packet Pg. 210 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 11 We hosted another Oasis Travel Network open virtual forum. This is a great interactive format where the agents are free to have open dialogue with us and ask important questions about the destination. Much better than a typical webinar where they ask questions via chat. We had 30 agents attend and the recording is available on their intranet for 6 months so any of their members can learn about the destination. All these agents are now selling FL because of the high demand from their clients. August 29 – 30, 2021 RTO Summit – Tampa, FL The RTO Summit is the one opportunity in Florida to meet with receptive tour operators in one place. Many of these receptives are located in Florida and service tour operators from Latin America, Europe, Asia and the Middle East. This show provides the opportunity to meet and discuss how the Paradise Coast can help service their incoming clients. It is the opportunity to provide itineraries suggestions, hotels, attractions, transportation, dining options, etc. It also gives the receptives a chance to provide feedback on working with our hotel partners and how the CVB can facilitate the relationships. We had a total of 35 appointments. Our destination is in high demand with the domestic bed banks and RTO’s. They requested that they still get BAR rates and not be closed out. Those RTO’s that pivoted towards domestic from their international business are reporting that their numbers are doing much better than 2019. Everyone is eager for the international travel to return. LATAM UPDATE Continued supervision of the Latam team as it relates to co-op’s, tradeshows, approval of actions. Sample projects/trainings with tour operators to generate room nights: Brand USA Discover Program is set up and ready to launch in September. We provided an incentive for the travel agents in Mexico to complete their badge. Upcoming Strategic Initiatives: IPW –September 19 – 23, 2021 Planning for Visit Florida Luxury Travel Agent FAM which will take place October 6 – 8, 2021. 11.A.1 Packet Pg. 211 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 12 MONTHLY SALES & MARKETING ACTIVITIES AUGUST 2021 EUROPEAN SALES & MARKETING prepared by on 30 August 2021 11.A.1 Packet Pg. 212 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 13 SUMMARY OF ACHIEVEMENTS TOUR OPERATOR ACCOUNTS Germany o Canvas Tours - Reiseberatung Manuela Eberius, Holiday Profis, Manuela Eberius, Managing Director NAP Sales, Sales Interaction Call with Manuela on receiving update on booking situation as she participated at the Europe e -Academy in 2021. She is self-employed since 2016 and she stated that due to Corona the recruiting of new clients was very challenging as the required networking events did not take place. She seems to be also very selective in terms of her clients as she rather books vaccinated clients than those who are not. Reason: probability that those clients travel is higher resulting in less work and financial security. In terms of booking demand, she stated that she had no single request during the last week. But she already generated some bookings for autumn for USA, Canada. NAP According to her, she already received some requests. She does not place the booking yet as c lients tend to wait, but she already organizes the trip and makes the elaboration that she just needs to book when clients feel comfortable and are allowed to travel. o Salt & Green GmbH, Kerstin Pscheidl, Product Managerin USA NAP Sales We have held a conference call with Kerstin August 23rd, 2021. Salt & Green is small luxury tour operator and Kerstin is specialized for the USA. They are still building and expanding with destinations as the TO is only 1,5 years young. They are handing out only very tailor-made travel offers to their clients and they generate the clients mostly via word of mouth. We have talked about all luxury offers and hotels we have in Naples and Marco Island and The JW Marriott adults only tower is the product they would book for their clients, or the Ritz Carlton, their clients mostly want to stay in suites and are very luxurious. They also book guides in the destinations and do restaurant reservations for their clients in the destination. In the USA their clients mostly travel to the top three, Florida, East Coast (NYC) or Westcoast. o DERTOUR GmbH & Co. KG, Product North America, Ilona Arnold, Product Manager Florida NAP Marketing Our podcast with Dertour was released August 12th, 2021. With the release there was a newsletter send to 10,000 B2B contacts and a Facebook post was posted to 6,000 followers. Please find screenshots attached. We had 8 minutes in the podcast and shared the podcast with 2 other CVBs, Ft. Myers and St. Pete. o TourConsult International, Andreas Fraissl, Owner 11.A.1 Packet Pg. 213 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 14 NAP Marketing We have finalized our marketing campaign with TourConsult in August. The main part of the campaign was a postal mailing in form of a postcard, was a huge success. 1000 clients were selected and received the mailing accordingly. The feedback was great. Also, the newsletter and our highlights on the website were perceived very well. Please find reporting attached. o CRD Touristik, Pia Hambrock, Head of Product & Operations NAP Marketing We have finalized our campaign with CRD Touristik. For this campaign we partnered up with The Key's and the main part of the campaign was a postal mailing in form of a flyer which was send to 4.000 contacts. The feedback was great and CRD received nice feedback from clients. Please see in the reporting attached. The Mailing lead to our joint landing page and the page received 1,374 clicks after the campaign. The campaign also included social media posting and a newsletter as well with an opening rate of 21,17%. o Flamingo Company Fernreisen GmbH, www.usareisen.de, Doreen Sell, Marketing Director NAP Marketing We have held a conference call with Doreen August 24th, 2021. Doreen informed us that the company is doing great so far during the pandemic. They are hopefully looking forward to the boarders to open. Doreen reported, the clients are awaiting the boarders to open as well. We also discussed our potential campaign for FY 21/22, we have been talking about a highlight page and newsletter as well as a virtual B2C evening event. Details tbd. TRAVEL AGENTS o DER Deutsches Reisebüro, Constance Antonie Dehn, Travel Agent NAP Sales, Sales Interaction Very slow at the moment - have a few departures still to Spain but no new bookings. Requests which are coming in are more for long-term with departure next year. Clients are overall (for long-haul) very insecure; their trips have been cancelled, rebooked and cancelled again so that they are now more inclined to wait a little longer before rebooking again. But also, clients are eagerly waiting to get going again as they have not travelled in almost two years and cannot wait to get out. NAP Has a request on the table for September but no -one knows when the boarders will open again. Gave info on Lufthansa flights as of 2022. o DER Deutsches Reisebüro, Julia Renner, Young Professional NAP Sales, Sales Interaction Call with Julia on communicating updates and sales messages. Their clientele is mainly in the medium price 11.A.1 Packet Pg. 214 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 15 segment and they also have a few upper-class clients. Strong booking demand from May – middle of July. Now demand is decreasing as she stated that most of their clients already booked their summer holiday. If they have requests, mainly last-minute, but it is difficult to find an appropriate property due to increasing prices and lack of availability. Focus was on Europe. They are preferably booking via TOs. She is very interested in DiaMonde e-Academies and will be also engaged in the future. NAP No demand for USA so far. Naples e-Academy has been promoted for a possible participation. o SUR Reisebüro, BEST-RMG, Hans-Jörg Reibert, Travel Agent NAP Sales, Sales Interaction Call with Hans-Jörg on providing product update and communicating sales messages. He was very interested in the call, but his time was very limited. Therefore, focus was on placing the most important key -messages and on providing product update. Flexible accessibility and support have been offered without fixed working hours on all communication channels such as WhatsApp, Facebook Messenger and calls. Only last -minute booking requests with focus on Greece and Turkey and they have a strong focus on flight bookings for Europe. Currently decreasing booking trend, but they are still busy as they have two employees less than before Corona pandemic – in total now 7 employees. He mentioned their availability throughout the whole day as a big advantage as some competitor TAs have not such flexible working hours due to short-time work and they therefore secure new clients. They have no focus on social media. He has been added to our DiaMonde e-Academies list and mailing list to keep him updated. NAP He receives a few requests but does not place bookings yet. Naples e-Academy has been pushed. MARKETING o Facebook fan page # posts: 12 #fans: 15.418 Please find down below the most successful posts in August: #1 25.08.2021 Kayaking, reached 1,700, 16 reactions and 6 likes #2 03.08.2021 Naples Pier, reached 1,134, 46 reactions, 59 likes #3 29.08.2021 Stone Crabs, reached 1,173, 46 reactions, 30 likes o Facebook ad In August we again implemented a NAP Facebook ad. The ad was running 4 weeks in August and performed really well. It reached 47,071 people in DACH with high travel intentions and USA interest. We have generated 573 new pages likes so far. Please find detailed reporting attached. o Newsletter inclusion Visit USA Belgium We have successfully secured a spot in this month’s Visit USA Belgium newsletter. Our content was “activity 11.A.1 Packet Pg. 215 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 16 on the water. The newsletter was sent out August 24th, 2021. Please find the newsletter here: https://mailchi.mp/fc7e71eb288b/visit-usa-belgium-newsletter-mai- 8847553?e=900e96a63b o Newsletter inclusion Visit USA DACH We have secured and confirmed to be included in a Visit USA newsletter sharing information about activities on the water and our Paradise Coast e-Academy starting in October. The newsletter will be sent out September 3rd, 2021 to the Visit USA trade addresses of 2.300 and to 24.000 travel agents all over Germany. This was completely FOC. o Paradise Coast e-Academy newsletter Prepared and sent out a dedicated Paradise Coast e-Academy newsletter with the focus on the e-Academy to 1,635 travel agents in DACH on August 25th, 2021. The opening rate was 19,5 %. 284 opened the newsletter and in total it was opened 476times. All in all, the results of this newsletter were excellent. Please find the link to the newsletter down below: https://mailchi.mp/diamonde.de/floridas-paradise-coast-e-academy-8883193?e=5c0f0bcbf8 o NAP dedicated newsletter Prepared and sent out the dedicated NAP newsletter with the focus on things to do on the wate r as well as again the announcement of the new direct flight connection between Frankfurt and RSW to 2,693 consumers, media contacts and travel agents in DACH on August 18th, 2021. The opening rate was 23,4 %. 606 opened the newsletter and in total it was opened 1,124 times. All in all, the results of this newsletter were excellent. Please find the link to the newsletter down below: https://mailchi.mp/diamonde/die-paradise-coast-fr-alle- sinne-8883173?e=5c0f0bcbf8 MEDIA / PR o Visit Florida group fam request We could successfully secure a group fam request from Visit Florida in December 2021 with 5 journalists and 2 Visit Florida reps. Unfortunately, the dates are over a weekend and therefore details need to be discussed. For now, the FAM is on hold due to high season and weekend room nights. o Visit USA media booklet We have successfully supported Visit USA Germany with destination i nfo for a media booklet, which will be distributed once the boarder opening will be announced. 11.A.1 Packet Pg. 216 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 17 PROJECTS o NAP Conference Call We have held a conference call with Jack Wert, Paul Beirnes and Claudia Cianfero, to discuss current situation and how to move forward within our respective markets on August 24th, 2021. o New Insider's Tip List Our Insider's Tip List, who shows an overview of Paradise Coast in general has been updated and expanded from 4 pages to 6 pages. The list is used for B2B contacts to help them get an overview of the destination, but also handed out to B2C contacts. o Conference Call with Visit Florida We have participated in a Visit Florida zoom call on August 25th, 2021. Visit Florida is planning for two roadshows in Spring 2022. One targeting secondary cities in Germany/Austria and one with main cities in Germany and Austria. Concerning a media event, there is also one planned either within one of the roadshows or separate, depending on the final cities chosen for the shows. Visit Florida is also planning to participate on the fvw counterdays in November, which is a digital B2B fair organized by fvw. They will not participate at ITB 2022. o IPW We have participated during a IPW webinar regarding the NIE group applications for attendees from Europe. We have also reached out and phoned with TO partners, to gather information about potential participation at IPW due to the difficult situation concerning, that European participants need the NIE, current COVID numbers and boarders still closed. CONSUMER o Brochure fulfillment: 2 in total HIGHLIGHTS IN SEPTEMBER 2021 o IPW, 18-22 September, 2022 o CANUSA campaign, September 2022 11.A.1 Packet Pg. 217 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 18 o Argus Reisen campaign, September 2022 MARKET NEWS o Please find a detailed market intelligence attached ADDENDUM o Market intelligence o NAP most successful Facebook posts o Screenshots podcast Dertour o Reporting Facebook ad o Reporting CRD reisen o Reporting TourConsult ABBREVIATIONS NAP TA Travel Agency MCE Meetings, Incentives, Conference and Event Agency (for group business) TAG Travel Agency Group Department TO Tour Operator TOX Luxury Tour Operator TOS Specialist Tour Operator (Golf, Wellness, etc.) (v) visited (t) personal telephone introduction (telemarketing) (m) mailing 11.A.1 Packet Pg. 218 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 19 MONTH/YEAR: AUGUST 2021 UK & IRELAND OFFICE HIGHLIGHT OF THE MONTH: Florida’s Paradise Coast Facebook Promotion – UK & Ireland, June – August 2021 To capitalise on the late summer and fall holiday bookings and awareness ahead of travel boost for 2022, the UK & Ireland office ran a Facebook ad campaign. Targeting all main conurbations in UK & Ireland – the creative ads targeted and focused on: family / Honeymoon age over 30+ / Adventure age over 40+ and empty nesters incorporating key messages including wide open spaces and adventure, sports & golf, and wellness and the Paradise Pledge weaving Only Paradise Will Do messaging throughout. See below examples of creatives and key stats and achievements from the activity: Promotion run dates: • 10 June - 10 August 2021 (two months) Key stats and achievements: • 305,410 users reached • 1.589 million impressions served • 24, 389 clicks • Received 8,647 new likes gained on the Facebook page UK & IRELAND MARKET UPDATE: This month, the UK economy continued to grow at a faster rate than predicted and now the IMF has revised the UK annual forecast for 2021 to 7.7%GDP. Additionally, the annual house price 11.A.1 Packet Pg. 219 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 20 index for August was revised to its highest level in over 20 years at an annual rate of 13.2%. With this economic data it is apparent that despite the past 18 months of the pandemic there is still a majority of the UK population that have saved money and have more disposable income than ever before to spend. Having reached the final stage in the Roadmap to Recovery, August saw the UK exercising a near- normal existence with all activities and events being fully occupied with maximum capacity. Music festivals, sporting events, theatre, cinemas and restaurants have all reopened in full which helped fuel a boom in the economy. The Covid-19 infection rates rose to over 50,000 people per day in late July but during August levelled out to approximately 30,000 per day. Similarly, hospitalisation and death rates have only risen very marginally this month from our lows in May, and it is now believed that the UK is very close to herd immunity. We end August with over 65% of adults double vaccinated and an additional 25% of the population thought to have gained immunity through contracting the virus. The UK has continued to monitor and adopt a strict policy for international travel with a once a month review of all 206 countries, placing them in either green, amber or red categories depending on the risks associated with Covid-19. Currently, double vaccinated travellers from the UK are able to travel freely to all Green and Amber list countries without quarantining on return. In August, more countries were included in the Green and Amber Lists and this continued to fuel more demand for last minute summer vacations. France was added to the Amber List, having been Amber Plus which enforces a mandatory quarantine category for July, and this change of certification meant bookings increased by 400% overnight. Furthermore, UK operators reported exponential rises in enquiries for all destinations, especially long haul travel for Q4 2021 and beyond. Whilst the US continues to delay the opening of their borders to the Europeans and Indians, the UK consumers continue to show huge interest and demand for bookings in 2022 with the US still in the top three destinations being booked. Also with Australasia, South Africa, South America and Thailand all likely to be off-limits until at least Q2 2022, it represents a huge opportunity for all other medium / long haul destinations during 2022. As a consequence, we are seeing destinations starting to reinvest and plan advertising campaigns from September onwards. Additionally, with the UK experiencing one of the coolest and wettest summers on record the staycation hype has been replaced with a huge pent up demand to ensure a warmer and sunnier vacation abroad for next summer. There will be unprecedented pent up demand from September onwards and with accessible long haul destinations being reduced due to covid restrictions the opportunity is there for all destinations that remain on the UK Green and Amber List to increase market share in the UK. We see that the next three months will be key for the travel industry in the UK as returning to a new normal continues to gain pace and with the vaccination roll out well underway we are confident that the future is now bright and a sustained growth is very realistic. TRAVEL TRADE OVERVIEW: 11.A.1 Packet Pg. 220 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 21 The relaxation of quarantine restrictions for vaccinated UK travellers returning from amber list destinations, which came into place in August, has been well received by the travel trade and consumers. This makes popular travel destinations such as the US and many European countries much more accessible to UK travellers. The reported resulting increase in holiday bookings reflects the sentiment that many consumers are ready and willing to travel as long as the destination is perceived as safe and the UK Covid restrictions on return are lowered to an acceptable level. There is some ongoing criticism of the review system for being too restrictive for some destinations, and also subject to change at too short notice. Despite this, 1.6 million Britons are planning to go abroad by the end of the year according to a recent poll, with a third of those hoping to do so in September. Jet2holidays reported a surge in bookings to green and amber list destinations, with a 250% increase in package holidays following the government travel review in early August. A recent survey showed that “international holiday and flight bookings showed the most visible uplift in 12 months”. The same survey observed that 34% of adults asked would be comfortable taking a holiday overseas in the next month. UK travellers who are currently booking international trips are reportedly spending 44% more in August than in July, as consumers upgrade and extend in order to make the most of their getaways. New research reveals a third (31%) of people want an overseas holiday this summer and almost half (45%) are planning an overseas trip in the next year. Many travel businesses are also predicting a late summer surge in future bookings, with an increase in demand for long-haul destinations in 2022. However, the pandemic has created a “seismic shift” in attitude when it comes to travelling abroad, with insurance and change/cancellation policies becoming a high priority. UK tour operators are having to offer maximum flexibility due to the changing COVID restrictions, meaning many are allowing cancellation or amendment up to 3 weeks before travel. As a result, accommodation providers that stipulate a cancellation policy of 21 days or more in their contract may find themselves removed from sale until usual tour operator cancellation policies resume. This poses an issue particularly when hotels are sourced through receptive operators, as the hotel may not be aware that they are temporarily off sale. Bookings are rising but not yet to pre-covid levels and many agents warn sales are not at the levels required to maintain staff levels. Pressure from the travel industry for the government to extend support to the sector continues. EVENTS UPCOMING EVENTS 2021 DATE SPECIAL EVENT LOCATION 18-22 September IPW – planning Las Vegas 11.A.1 Packet Pg. 221 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 22 September Travel industry meetings – US Embassy / Visit USA / Tour operator partners UK & Ireland 25-28 October Brand USA Travel Week London 1-3 November World Travel Market (WTM) preparation in partnership with Visit Florida London MARKETING/SALES/PROJECTS & ACTIVITIES: Top of mind is the ongoing Travel Industry Recovery Plan – Covid-19: Forward planning for next fiscal and following up on recent past events to ensure increased bookings for end of 2021 and into 2022. IPW - meeting Following Zoom meeting with CVB regarding IPW and UK & Ireland delegation, we maintain strong communication with UK & Ireland trade on their view of attending IPW. All tour operators and media have strong intentions to attend the most important travel trave show selling USA. With current travel restrictions - USTA announced the NIE (National Interest Exemption, enabling travel to US for IPW), despite this effort many UK & Ireland operators are planning to attend Brand USA Travel Week or WTM both being held in London in October & November. Resulting in fewer of the UK & Ireland delegation attending IPW this year – traditionally one of the largest delegations. Brand USA Travel Week, London, 25-28 October 2021 Ensuring all registrations are complete for this upcoming trade event in London. WTM, London, 1-3 November 2021 In discussions with Visit Florida regarding participation with this major trade show in London. Visit Florida are not participating with Brand USA Travel Week in October, therefore, are focusing attention on WTM. Visit Florida are moving forward with hosting their signature dinner event attended by over 300 decision makers and aim to have five partner co-sponsors. We are currently reviewing this opportunity of co-op sponsorship for the signature dinner event. Information has been shared with CVB. Currently we are collating additional data and background information for the CVB for review and decision-making process. Marketing Plan and Budget for year 2021/2022 Final research, data collection and reporting on marketing plan for year 2021/2022 for both trade, consumer, and PR activity. Completed plan and budget and submitted to CVB. Kent County Cricket Club Promotion: continued’ This new and exciting consumer promotion is now continued through August due to the delay launch due to travel restriction on UK, very sad news of the Miami building collapse on 24th June’21 follow by tropical Storm Elsa 4th July weekend. We have been working closely with all parties including CVB to ensure our assets feature highly and in the correct format. Both Kent Cricket and Travelplanners are using social campaigns to push the promotion – see examples below. Press Releases have been issued targeting local Kent 11.A.1 Packet Pg. 222 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 23 media and UK travel trade. This promotion will allow us to promote the destination overall and help to draw attention to sports and the Paradise Coast Sports Complex. We aim to draw on the collaboration of travel and sport and inspire grass roots sport while highlighting the health & wellbeing at the fore of our destination. We aim to draw on the success of the Olympics to engage with sport further. Left: Kent Cricket Site - including match day information packs, end of day match reports and ticketing announcements from July 1 to August 31 Left: Social Media Posts regular messages sent out via facebook and instagram through July & August Ongoing Collaborations: Following up and maintaining regular outreach to our UK & Ireland trade suppliers. We have outreach to all operators selling Florida with many having a special interest for pro active activity including some of the below: America As you Like it / Virgin Holidays /BA Holidays / Trailfinders / Travelplanners/ US Airtours/ THG Holidays /Bon Voyage / and several other main tour operators are in discussions with forward plans. 11.A.1 Packet Pg. 223 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 24 Additional outreach to USA and Florida industry partners regarding IPW and upcoming UK Trade shows – determine sentiment in order to advise for forward planning. Visit Florida Co-op with Travelplanners/ US Airtours Completed campaign in August - this activation was extended through August due to Covid travel restrictions in UK. The campaign was very successful reaching both UK consumer via digital activity and trade via both digital and interactive training. Key messaging followed our strategy of Nature & Wildlife / Wellness/ Outdoors / Golf including the ‘Only Paradise Will Do’ message. Targeting family and luxury including multi centre options including with Orlando and Kissimmee. The interactive training with travel agents resulted in excellent feedback and examples are included within the recap report. See below topline results and attached full recap report: • Travelplanners (b2c) overall reach social media posts: 17,886 overall social media posts impressions = 19,046 • US Airtours (b2b) overall social media reach = 18,547 • US Airtours (b2b) agent virtual training & monster milkshake event - total agent attendance = 172 Tool Kit for Use: Ongoing – updating, collating, and managing an active toolkit for the travel industry of current and recent assets including Talking Points and ‘copy ready’ material for websites and social outreach. Including ‘Paradise Pledge’ and ‘Only Paradise will Do’ key messaging. Zoom Meetings and Webinars: The team is in contact with tour operators and key members of the travel industry on weekly basis. Webinars joined this month included: • IPW – National Interest Exemption – attending IPW ● Travel weekly UK update travel after Covid Updates: All industry updates forwarded to CVB for forward planning. Mail House: Distribution of CVB literature for consumer and trade requests ongoing. MEDIA SUMMARY: Trends 11.A.1 Packet Pg. 224 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 25 Late August revealed the latest review of the UK’s traffic light travel restrictions which were welcomed by eager Brits eyeing up a last-minute trip abroad. As a result, there was movement on all three lists in the latest update, with Canada and the Azores going on the Green List, but Turkey remaining on the Red List in a blow to hopeful sun seeking holidaymakers. Following this month’s announcement the PR team saw a spike in Denmark, Finland and Switzerland related media requests for content and press trip opportunities. The Green List in particular welcomed seven new destinations this month, predominantly in Europe, which we expect will lead to an increase in travel features to those destinations across the next few months. Speculation of new destinations predicted to go green ahead of the next review due in mid-September are also likely to gain more traction in the UK media. Spain was a popular destination of choice this month for travel features mid-month and this was likely bolstered by the news that Ryanair launched new flights to the country allowing for easier travel for Brits. Additionally, many hotels were offering free return PCR tests with stays which was a huge draw to the destination. Staycations continued to dominate the weekends travel pages with The Times and The Daily Telegraph publishing multiple-page guides to the “best spots to staycation” and take advantage of late summer-holiday offers before the schools reopen across the country. August also welcomed a late bank holiday with many media publishing UK and international travel guides to make the most out of the three-day weekend. Furthermore, as consumers continue to look for last minute trips away following the last 18 months of pent-up demand, there was a significant presence of holiday and flight deals across the newspapers and almost all long-read features included call to actions for tour operators or airlines. Finally, it is important to note a considerable increase in travel content this month as the travel industry and consumer regain trust in the new normal and we move beyond the Roadmap to Recovery. Media A flurry of media moves took place this month across key tabloids and broadsheets, including Lisa Minot who was promoted from Travel Editor to Head of Travel at The Sun. Lisa will lead a new multi-media Travel specialists’ team with responsibilities spanning both print and digital operations. Caroline McGuire was promoted to Travel Editor and will oversee both weekend editions of travel content and Jacob Lewis, formerly Deputy Travel Editor at The Sun, joined the team as i Paper Travel Editor alongside Lucy Thackray as Deputy Travel Editor. Lucy was previously Commissioning Editor & Writer at The Sunday Times Travel Magazine - which closed in October 2020. Online, Lauren O’Callaghan was appointed Acting Head of Lifestyle, Travel and Personal Finance in August for Express.co.uk and the website also appointed its first Influencer Editor. Emily Hodgkin will lead the role commissioning content from influencers for the papers website. And finally, Hugh Morris left his role as Travel News Editor at The Daily Telegraph. 11.A.1 Packet Pg. 225 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 26 PUBLIC RELATIONS ACTIVITY: Individual: ● Aer Lingus Manchester – Orlando service push back (30 September) ● 2022 airlift (new routes and ways to visit the Paradise Coast) PRL (prep for Q4 distribution) Multi-destination roundups: ● World Photography Day ● Deserts Around the World ● Exploring and understanding local heritage ● Wildlife around the world TravMedia Requests: ● Travel Weekly – Winter Sun ● Travel Weekly – Weddings and honeymoon destinations ● Travel Weekly – Solo Travel ● Bella – Holidays with a conscience ● Bella – Autumn sunshine holidays ● Conde Nast Traveller – eco-trips Media Meetings and Industry Webinars: In August, the PR team held 1-1 virtual media meetings with a selection of broadsheet and national, trade and lifestyle travel editors, and freelancers to discuss editorial opportunities for 2021. Media met with included: Everything you need to know about Refinery29 UK: ● Gillian Orr, Head of Content Everything you need to know about BBC Good Food: September ● Lulu Grimes, Managing Editor Media Meetings: ● Franziska Wirth – Rough Guides ● Richard Glynn – The Handbook ● Cathy Adams – The Times ● Jacob Lewis – I News ● Zoe Bishop – Bella Magazine PUBLIC RELATIONS – August 2021 Coverage 11.A.1 Packet Pg. 226 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 27 DATE PUBLICATION MEDIA TYPE JOURNALIST HEADLINE REACH EAV ($) 15.08.21 NI Travel News Online Kirsty Johnston World Photography Day 221,000 5,967 TOTAL 221,000 $5,967 MEDIA COVERAGE HIGHLIGHTS: ● Highlights below 11.A.1 Packet Pg. 227 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 28 SOCIAL MEDIA HIGHLIGHTS: 11.A.1 Packet Pg. 228 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 29 11.A.1 Packet Pg. 229 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 30 Powered by TDC REPORT Prepared for: August 2021 LATAM 11.A.1 Packet Pg. 230 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 31 BRAZIL TRADE & PR ACTIONS • 20 Sales Calls to check opportunities to foment Paradise Coast sales in Brazil • 204 travel professionals trained about Paradise Coast • 93 Media Calls • 9 Press Releases • Strategies in Progress: SPECIAL NICHE TRAININGS: Choose the gifts to be drawl during the 10 training sessions that will be held until September. ✓ 02 done in July: Orinter, Camara LGBT ✓ 02 done in August: Agaxtur, FRT ✓ 03 already confirmed for September: Best Buy and Prime Tour, Magic Way ✓ Masterop training was finalized and gift sent to the winners. ✓ Orinter training was finalized and gift sent to the winners. ✓ Camara LGBT training was finalized and gift sent to the winners ✓ Agaxtur training was finalized and gift sent to the winners Brazil Virtual Florida Fest: Organizing our participation on the online event, that took place from August 17-19, 2021. This three-day virtual event provided Partners an opportunity to reconnect with key media, tour operators and travel agents in the Brazil market. Paradise Coast participated on the 19th of August with presentation and 05 one to one meetings. Total of 109 agents watched live. End of Fiscal Year report: We have sent the new Marketing plan for 2021/2022 and all the expenses concerning 2020/2021 activities. ARGENTINA TRADE & PR ACTIONS ● Actions with Trade: 13 sales calls ● Visit to the destination with site visits included ● Video done of the site visit ● 1 Press Release distributed about Paradise Coast new investments and developments ● 2 Virtual media calls with Nicolás Panno from Ladevi magazine and Luz López from Mensajero trade magazine. 11.A.1 Packet Pg. 231 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 32 ● 1 Meeting with Report trade magazine to work on an editorial and advertising proposal to promote the destination. ● 2 publications El diario de Turismo http://www.eldiariodeturismo.com.ar/2021/08/26/novedades-de-paradise-coast-florida/ Reach 5.000 Flavia Tomaello Blog https://flaviatomaello.blog/noticias/naples-se-pone-de-lujo/ Reach: 12.000 CHILE TRADE & PR ACTIONS • 32 targeted sales calls to promote & develop the PC. • 12 Successful Contact • 2 Post Instagram. • 5 in Webinar Section • 1 mailing • 4 Scheduled Meetings Via Zoom. COLOMBIA TRADE ACTIONS ✓ 67 Product /Marketing managers, sales directors and travel professionals from wholesalers and travel agencies received a well detailed thus informative PC presentation. ✓ 10 Commercial interactions to establish a roadmap to create visitation opportunities during Q4/21. ✓ 4 e-flyers sent to AVIAREPS Colombia’s database that encompasses more than 2,300 contacts. Strategies/ Projects in Progress: Wholesalers Global Costamar, Universal Group, Turismo Total and Aviatur, are in progress to build "fly & drive" packages to PC, however these wholesalers reported that they are having trouble getting fixed rates from hotels located in Naples and Marco Island, no feedback received from receptive companies. Colombian team will evaluate the situation in conjunction with PC to find alternative providers that allow them to move forward. Price Travel presented "Travel Break", a promotional proposal which includes a virtual training seminar for nearly 200 travel professional, emailing and promotional banners. Event would take place in September or October 2021 according to final schedule defined by agency. 11.A.1 Packet Pg. 232 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 33 CIC Travel is finalizing details of its national marketing proposal whose main objective is to reinforce the positioning of the destination among travel agents through blitz sales and training. The campaign is expected to take place in Q4 2021. Key component of this action is to generate sales thru a selling period on Q4/21. Mass communication campaign (B2C) through most relevant media is in progress. Expected Media: Viajar / El Tiempo magazine https://www.eltiempo.com/ (most important newspaper in Colombia with 25 MIO readers), Canal Caracol on Internet, which is the best positioned news channel with a growing audience of 500K listeners. Selected media will be confirmed on September and strategy will be developed during September – October 2021. MEXICO TRADE & PR ACTIONS • 82 agents trained. • 23 Targeted sales calls to promote and develop the PC. • 7 Media meetings. • 90,020 media coverage with a total value of - $6,860usd. • Product development: – Packages to Naples and Marco Island with Viajes Palacio through their web page: https://reserva.viajespalacio.com.mx/paquetes/resultados – Packages to Naples and Marco Island with Price Travel through their web page: https://www.pricetravel.com.mx/paquetes/resultados • 3 press publications: https://elsouvenir.com/parque-nacional-everglades-florida/ https://fianceebodas.com/articulos/2021/08/paradise-coast-el-paraiso-secreto-de-florida/ https://viajarporviajar.com/guia-viaje-eeuu/viajar-florida/7-maneras-asombrosas-de-ver- delfines-en-florida/# • Get to 254 Facebook followers and 15 Facebook Posts translated to Spanish. Strategies in Progress: • PE-TRA – Branding Campaign. o Presence of Paradise Coast´s logo at PETRA´s page redirected to PC´s website until December 31st. 2021. https://www.petra.mx/index.shtml o Webinar recorded in PE-TRA´s website available for travel agencies. https://www.petra.mx/web-webinario.shtml?webiid=226 11.A.1 Packet Pg. 233 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 34 o Webinar recorded in PE-TRA´s Facebook https://www.facebook.com/watch/live/?v=318661833058825&ref=watch_permalink Monthly report highlights to Finance: • 7 Media meetings. • 90,020 media coverage with a total value of - $6,870usd. • 254 Facebook followers and 15 Facebook Posts. 11.A.1 Packet Pg. 234 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 35 SPORTS SALES REPORT (Events throughout Collier County) Nicole King – Sports Sales Reporting Period: Aug 1-30, 2021 * There were no Tourism sponsored events in the County due to all our grass fields are closed annually (June – August) for maintenance and regrowth. Aug 2020 Aug 2021 2021 YTD Number of Sporting Events 0 0 4 Number of PCSC Events 0 0 74 Total Room Nights 0 0 9594 Number of RFP leads from Playeasy- CVB vetted & sent to SFI 0 0 14 Number of Leads from Conferences for PCSC 0 27 27 Number of RFP leads direct to CVB - for other venues in Collier County 0 2 9 Number of RFP leads not a fit 2021 0 13 20 Number of Total Leads 0 29 57 Number of Site Visits Scheduled 0 0 2 Number of Cold Calls/Appts-CVB 0 42 48 Number of conferences attended 0 1 1 SALES ACTIVITIES The Sports Team recently returned from Connect Sports in Tampa, FL. Met with 42 new event rights holders to educate and bring awareness about the new sports complex and how Naples, Marco Island, and the Everglades as a diverse sports destination. Brought back 28 leads. 13 of which are not a good fit for the destination at this time, 10 leads are currently existing at other destinations with opportunity for Collier County to secure in the near future, 6 of those 10 leads would be considered HOT leads. Met with 12 event rights holders with new event opportunities, 6 of the 12 leads could be a good fit for the destination. 11.A.1 Packet Pg. 235 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 36 OPERATIONAL ACTIVITIES Met with Pro Watercross and Parks and Recreation to Discuss on site activation & coordination of our flags and banners for the event. Preparation for FY22 (October events) Purchase Order Requests. OBSERVATIONS/TRENDS Industry counterparts have been traveling and attending conferences, with plans to continue attending in person meetings. Upcoming travel for the CVB sports team includes TEAMS September 27-30 in Atlantic City. Lee County, Charlotte County and Collier County have historically attended this event in the past together to represent SW Florida. One on one meetings for this event will be scheduled in next week to ensur e face to face time with event rights holders that will fit well in the destination. UPCOMING STRATEGIC INITIATIVES Overall goal for September is to focus on responding to hot RFP leads. Currently focusing on 6 HOT leads that could lead to new events in the 3rd quarter of 2022 and beyond that can bring incremental room nights and significant economic impact to the destination. Ongoing communication with industry partners to maintain the sports side of industry and what trends are happening will be key as COVID 19 Delta variant is widespread. Areas of concern for our industry is the lack of staff at hotels and restaurants to accommodate large event participants. 11.A.1 Packet Pg. 236 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 37 PERIOD AT A GLANCE 2020 2021 Number of consumers 10 1394 Number of FAM’s/Site Visits 0 0 Number of Meeting Planners 0 47 Tradeshows Attended 0 2 RFP’s Received 0 6 SPECIALTY MARKETS Michelle Pirre Reporting Period: 8/1/2021-9/1/2021 Meetings: 8/11/2021 – Idss data spreadsheet uploading. Team meeting and educational session on how to properly upload contacts to database. 8/12/2021 – Zoom with Paradise Advertising regarding LGBTQ promo photo shoot for 2022 campaign 8/13/2021-Zoom with Lee County VCB regarding LGBTQ Marketing best practices. Lee County VCB reached out to Specialty Marketing regarding how to get started with LGBTQ Marketing. The CVB would like to start an LGBTQ SWFL Coalition in the future with Lee County. 8/18/2021 – Zoom with Outcoast.com and Sandra Rios regarding LGBTQ Marketing and articles for Paradisecoast.com 8/25/2021 – Con Call with Clerks office to discuss Valentine’s Day Group Wedding Promo with Clerk of Courts 8/26/2021-Naples Pride Business Alliance Meeting. CVB Sponsored the August Business Alliance Meeting at Naples Pride Center. 20 Attendees including various tourism partners such as hotels and attractions were in attendance. LGBTQ During the month of August, the CVB conducted various LGBTQ Marketing meetings for upcoming promotions in FY2022. Enhancing our webpage for LGBTQ with new fresh articles, imagery, and collaboration with other CVB’s along the gulf coast is in the Marketing Plan for LGBTQ Travel Destination Weddings 11.A.1 Packet Pg. 237 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 38 On 8/8/2021 The CVB attended the South Florida Bridal Expo in West Palm Beach. We were able to collect 1394 consumer contacts for our newsletter list. We distributed one hundred visitor guides and over 100 rack cards and brochures to various romance attractions at this event. Specialty Marketds – SMERF From 8/30/2021-8/2/2021 the CVB attended the Connect Meetings Specialty Market Conference in Tampa. The event was very well attended. We had one on one appointments with 41 specialty planners which included Military, Fraternal, Religious, 501 (3) C organizations and more. We were able to collect on the spot RFPs to bring back and share with partners in the hopes of booking those events in the destination. Upcoming Strategic Initiatives: 9/17/2021 –Paradise Adv LGBTQ Photoshoot taking place this weekend 9/21/2021- Oasis Travel Network Presentation-Why Naples, Marco Island & Everglades is the perfect choice for LGBTQ+ Travel in 2021 & beyond! 9/26/2021- Travelalliance Destination Wedding & Honeymoon virtual tradeshow 11.A.1 Packet Pg. 238 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 39 PUBLIC RELATIONS & COMMUNICATIONS Sandra Rios / Maria Power August 1 – 31, 2021 Journalists/ Influencer Activity: • On-site coordination of Kidd Kraddick Morning Show activities and live broadcast from JW Marriott Marco Island Beach Resort from August 2 – 6. (Itinerary attached.) • Made recommendations for submission to FOXNews.com/Lifestyle for feature on Best State Parks in America. • Arranged WINK TV interview with Rachel Cox-Rosen and Jack Wert re: Marco Island visitation numbers. • Arranged interview with Jack Wert and Gulfshore Business writer Artis Henderson. Re: sea level rise. • Held Zoom meeting with Rachel Covello, publisher of OutCoast Magazine, a major resource for the LGBTQ market segment. • Coordinating destination visit by Vanessa Infanzon who is on assignment for Charlotte Parent (25,400 readers) and Upstate South Carolina regional lifestyle magazine Upstate Lake Living PERIOD AT A GLANCE MAY 2021 August 2021 August 2020 / 2019 Media Interactions 21 AUGUST 2020 – 113 August 2019 – 511 Journalists/Influencers Hosted 0 - We are still extremely limited to hosting journalists in the destination due to very high occupancy at our hotels and resorts AUGUST 2020 – 0 August 2019 – 5 11.A.1 Packet Pg. 239 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 40 (circulation TK; 5,000 UVM), producing two secured multi-generational travel stories, publishing in March 2022. • Discussed Battle at the Beach events with Steve Quinn, forwarded list of local and regional sports media contacts. Had the events posted to CVB website, their press releases shared on our news page and shared event information on our social media platforms. • Forwarded information and photography regarding our destination’s craft brewery options to David Sibila, who is writing an article for OrlandoMAgazine.com and Where Travelers Guest Book. • Coordinating a destination visit September 10 - 12 for The Shalom Show, which airs on WPBF/ABC 25. • Reviewed media appointments for upcoming IPW conference with Michelle Kelly/LHG, who will be attending on our behalf. • Vetted a number of potential influencer and freelance requests including Terry Ward (CNN Travel/USA Today/The Points Guy/National Geographic/Conde Nast/AARP); Visit Florida/DiaMonde joint German Media FAM (Dec 5 – 12); Argentinian influencers Gaby DiPietro / Everythingisdato and Luciamallea for Aug/Sept destination visit. Regional and International PR Initiatives: • Translation of Media Kit materials (Destination Fact Sheet, Destination Fun Facts and miscellaneous press releases) into German, Spanish and Portuguese, for use by our international reps at DiaMonde and AviaReps. • Updated Paradise Pledge content on English, Spanish, Portuguese and German web pages. • Met with Maria Laura Romero Mirci, our new Argentinian AviaRep representative. Shared media kit and information for her future reference. • Discussed Paradise Coast Sports and Entertainment Complex initiatives with internal team to initiate PR support for tournaments and events that will be taking place in the Fall. • Forwarding local news to SM team for posting, including Naples Chef Asif Syed Wins Film Festival Award for ‘A Teaching Chef’ documentary; 3 Naples Outdoor Art Shows win 10-year Award for Top National Shows; Cypress Swamp Celebration at Clyde Butcher’s Big Cypress Gallery. Meetings and Group Business: • Forwarded photography assets for inclusion in Black Meetings & Tourism article as a follow-up inquiry to our “Florida’s Paradise Coast is the Ideal Destination for “Bleisure” Travel” press release. August Press Releases PASSPORT CONCIERGE: SHAWN DESEAR, NAPLES, FLORIDA https://passportmagazine.com/passport- concierge-shawn-desear-naples-florida/ 11.A.1 Packet Pg. 240 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 41 Eden James, son of Edgerrin James, runs for 267 yards in upset of American Heritage https://usatodayhss.com/2021/eden-james-ederrin-james-son-runs-for-267-yards-in-upset-of- american-heritage Networking / Events / Professional Education • Participated in PRSA Webinar – “Future Trends in Communication” • Participated in PRSA Webinar – “Writing for Non-Readers” • Site tour of Residence Inn Hotel Naples with Michelle Tabi, DOSM • Attended Sunshine Kids Foundation networking event and fundraiser – August 19th. • Participated in Travel Policy Update Meeting with Jennifer Leslie – August 20th. • Attended Collier County Health Bucks Gluten Free presentation • Attended WebEOC Training – August 31 • Completed Collier County University trainings: o Human Resources Training/Personal Development o Driving Defensively and Validation Website Listings, Events and Deals • Created 84 event listings for the website. Research shows that in July we had 8102 views on the events page. We also had 10,996 views for the July 4 fireworks event listing. The events landing page is consistently the second most visited page on our website, only behind the homepage. • Created or updated 33 deals on the paradisecoast website. In July the research showed 2350 views for individual searching for deals. The deals page views were up 93% compared to 2020 and up 23% for 2019 views. Administration & Writings • Drafted and submitted Destinations Florida article for September issue – “The Paradise Coast Sports and Entertainment Complex is a Shing Star Among Florida Sports Venues” (copy attached) • Participated in bi-weekly Agency Partner Call (LHG and Paradise Advertising). • Participated in weekly internal PR team “Coffee Catch Up” Zoom meeting. • Participated in weekly Social Media Content call (Paradise Advertising and internal team) • Reviewed September consumer e-Scapes copy • Drafted and submitted PR and Communications strategic goals and measurements for inclusion in the FY 2022 Strategic Marketing Plan. A plan was submitted for each of our business 11.A.1 Packet Pg. 241 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 42 segments including Group Sales, Leisure Domestic Sales, Leisure - Travel Trade, Specialty Markets, Weddings, Local Publicity, Sports, Film and Overall Business categories. • Prepared September TDC PR Report. • Reviewed promotional item inventory and placed appropriate orders. Publicity Highlights (clips) The title of Austin Bell’s book lays out his thesis. “The Nine Lives of Florida’s Famous Key Marco Cat” takes a historical deep dive into all that is known about the Key Marco Cat, and tracks it from its mist-shrouded origins to its current living quarters at the Marco Island Historical Museum. Bell is curator of collections for the Marco Island Historical Society, and his office is within steps of the temperature-, humidity- and vibration-controlled case where the cat sits in a specially prepared vault, attended by security guards and on display for thousands of visitors. The ongoing fascination of Marco Island residents and visitors, along with history buffs, museum-goers and cat lovers around the country have helped “put Marco Island on the map.” Bell said his book is about “solving mysteries,” filling in gaps about what is known of the cat, its provenance or origin, and the various worlds it has inhabited since its creation, and even before. Each stage of the cat’s journey makes up one of the nine “lives” Bell details in the book. You can’t buy Austin Bell’s new book. Well, you can buy it, preordering online from Amazon or publisher University Press of Florida, but you can’t read it, unless you are a peer reviewer – and those professional colleagues have said glowing things about it. The book is due for release on Aug. 24. 11.A.1 Packet Pg. 242 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 43 One: Big sendoff for Artis—Naples Music Director Andrey Boreyko, who leaves after this season. Two: Broadway blockbusters, the musicals "Come from Away" (Nov. 30-Dec. 3) and "Dear Evan Hansen" (Feb. 22-27). Three: -Peat of crowd-pleasers with who have been there at least that many times. Several have appeared five times or more: • Bernadette Peters (March 18), multiple Grammy winner and definitive Stephen Sondheim interpreter with starring roles in "Into the Woods," "Follies" and "Sunday in the Park with George" • Michael Bolton, the vocalist behind such hits as "That's What Love Is All About," "Missing You Now" and "How Am I Supposed to Live Without You" (Jan. 23) • Jazz-ballads trumpet star and Sting band alumnus Chris Botti (March 13) • Michael Feinstein (Jan. 29), a Naples favorite, singing a 100th birthday tribute to Judy Garland • Pink Martini featuring China Forbes (Jan. 15), with its quirky songs and compact orchestra, blending jazz, ballads, vintage music and Latin sounds The numbers just keep snowballing for an Artis—Naples season, destined to make up for lost time from last year. The season has built in both hopes and abundant sanitation precautions (see sidebar for details) after the COVID-19 pandemic rained all over last season. Ticket sales dates are as follow: Friday, Aug. 6 — Current subscribers only and Sept. 13 — New subscription packages and single tickets for non-subscription performances 11.A.1 Packet Pg. 243 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 44 The inaugural Battle At The Beach series, presented by Momentum Sports of Naples and Sports Force Parks, starts on Saturday with its first game at Paradise Coast Sports Complex in Naples. The series of games over three weekends will be played at the newly built Paradise Coast Sports Complex stadium, which seats just under 5,000. The Life Christian Academy Eagles, out of Chester, Virginia, will face the Tallahassee-Godby Cougars at 4 p.m. Godby made the playoffs and its season ended in triple overtime. The Cougars have four starters returning on the offensive line, and multiple SEC-caliber recruits across their depth chart. “This year’s group were freshmen and sophomores when I first got the job here,” Godby coach Brandon McCray said. “So we’ve been grooming this group for this season. They can be pretty special this year, we’re excited to show people that we were thrown off last year but this year will be much different.” Three-star athlete Kajuan Banks, a South Carolina commit, plays all across the secondary and returns kickoffs. Interior lineman Chancey Kamakea is also a three-star recruit who is committed to Georgia State. He was the 2020 Tallahassee Quarterback Club Offensive Lineman of the Year. Three-star running back Chase Gillespie announced his commitment to Vanderbilt in August. Linebacker Bryce Cowan also committed to the Commodores.. Life Christian’s football program didn’t exist before 2018. Trevyon Green, a 6-foot-7, 354-pound lineman is a three-star recruit committed to North Carolina. Desaun Williams is a fellow three-star lineman, who is uncommitted, has 14 offers, including Maryland, 11.A.1 Packet Pg. 244 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 45 West Virginia, South Carolina, Pittsburgh, and Virginia. Joshua Miller, a 6-foot-5, 315-pound junior has 13 offers, including Florida State, Penn State, Texas A&M, and North Carolina. 11.A.1 Packet Pg. 245 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 46 AUGUST 2021 DIGITAL & SOCIAL MEDIA REPORT – BUZZY FORD AUGUST 2021 PERIOD AT A GLANCE 2021 2020 Twitter Accounts (3) Twitter Tweets & DMs Sent: 49 Engagements: 369 Link Clicks: 23 Followers Gained: 30 Impressions: 23,292 Twitter Tweets & DMs Sent: 51 Engagements: 426 Link Clicks: 33 Followers Gained: 15 Impressions: 21,834 Facebook Accounts (5) Facebook Posts Sent: 73 Engagements: 91,952 Link Clicks: 16,950 New Fans: 682 Impressions: 1,897,590 Facebook Posts Sent: 67 Engagements: 27,452 Link Clicks: 6,431 New Fans: 33 Impressions: 1,670,858 Instagram Accounts (3) Instagram Media Sent: 16 Engagements: 988 Followers Gained: 231 Instagram Impressions: 133,854 Instagram Media Sent: 30 Engagements: 1,896 Followers Gained: 24 Instagram Impressions: 171,804 CrowdRiff 11k interactions and 36k views 11k interactions and 36k views ThresHold360 6,723 Views / 1,066 Engaged Views 3,582 Views / 667 Engaged Views 11.A.1 Packet Pg. 246 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 47 PARADISE COAST FILM OFFICE | SEPTEMBER 2021 SEPTEMBER 2021 2020 2019 Reported Spending New or Repeat Client Productions 0 1 4 R | N Working Leads 2 4 2 Meetings Attended 7 8 1 Events/Tradeshows 0 0 1 Media Assisted 1 0 1 Location Scouts 0 2 1 PRODUCTION/ LEAD HIGHLIGHTS: LEAD 1: Producer Howard Dratch (HBO’s “Path to War”) is developing a television series based on the life of Edgar Watson. Screenwriter Stephen Wolf is attached. Location photos sent along with casting ideas that were requested. LEAD 2: Location Manager based is Miami is seeking an “ove r-the-top” garden location for a feature film with a well-known director and cast that would possibly shoot in the Spring of 2022. PRODUCTIONS: There were no projects shot or film permits issued this month. This has only occurred previously April-June 2020. MEETINGS AND EVENTS: • FILM FLORIDA FILM COMMISSIONERS COUNCIL- Monthly Zoom meeting Agenda: Partnering with Location Managers for Zoom workshop for current Industry members or those interested in entering the business; Set protocols and safety issues, business travel-upcoming tradeshows/events possibilities and cancellations • FILM FLORIDA FILM COMMISSIONERS COUNCIL- Chairman Tyler Martinolich (Tampa) has called for an emergency Zoom meeting for FL film commissioners for Sept. 14th • LOCATION MANAGERS GUILD INTERNATIONAL/FILM FLORIDA– Zoom workshop on “Locations Scouting and Managing”, featuring some of Florida’s top location scouts and managers: Leah Sokolovsky, Maria Chavez and Stacey McGills-Evans. These industry “chats” were established to engage workers in the entertainment field to discussion their profession, job creation, initiative and build relationships. • AFCI (Association of Film Commissioners International ) held a membership meeting virtually to introduce the new president of the organization, Eve Honthaler, who was the former Deputy Director of the California Film Commission. Eve provided an update on Virtual Cineposium 2021 and what she has planned for the future of our dynamic organization. • CITY OF NAPLES MASTER ART PLAN REVIEW The City of Naples’ Public Advisory Committee initiated a strategic planning process to guide future art decisions and align the program with national best practices. After seeking initial public input and surveying the 11.A.1 Packet Pg. 247 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 48 community, and the professional guidance of The Cultural Planning Group (CPG), they are intending to finalize the proposal. • IDSS-the CVB’s database system offered two on-line courses on creating reports, inquiries and mailing lists • FILM FLORIDA MARKETING COMMITTEE The committee has experienced a growth in membership despite the COVID restrictions. Committee decided on a welcoming gift for New Members and also the Season 4 of its Podcast will debut on September 20th, available on Apple, Google, Spotify and Stitcher • FILM FLORIDA FILM COMMISSIONERS PUBLIC WORKSHOP- Zoom workshop-open to the public to discuss the role of the film commission in production. Offices from varied regions and sizes have an opportunity to live chat on topics and issues that are relevant to the business and take questions from participants UPCOMING STRATEGIC INITIATIVES: • FILM FLORIDA QUARTERLY BOARD MEETING-State association virtual board meeting with officers and councils -Sept. 16 and 17 • CINEPOSIUM 2021 – Association of Film Commissioners International annual members leadership development event which will include Best Practices, Set Safety, Film Tourism, Legislative Issues/Job Creation, Marketing Strategies (Virtual) October 19 -21 11.A.1 Packet Pg. 248 Attachment: Staff Reports Sept 2021 TDC Strategic Report (20115 : Tourism Staff Reports) 09/27/2021 COLLIER COUNTY Collier County Tourist Development Council Item Number: 13.A Item Summary: Next Meeting Date - October 25, 2021 Meeting Date: 09/27/2021 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 09/08/2021 10:10 AM Submitted by: Title: Division Director – Tourism Name: Jack Wert 09/08/2021 10:10 AM Approved By: Review: Tourism Jennifer Leslie Tourism Division Completed 09/08/2021 10:11 AM Tourism Paul Beirnes Director Completed 09/08/2021 10:12 AM Tourist Development Council Jack Wert Meeting Pending 09/27/2021 9:00 AM 13.A Packet Pg. 249