TDC Agenda 10/25/2021COLLIER COUNTY
Tourist Development Council
AGENDA
October 25, 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 Paul Beirnes at (239) 252-4040. 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.
October 2021
Collier County Tourist Development Council Page 2 Printed 10/20/2021
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. September 27, 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
1. Recommendation to approve a Work Order with Taylor Engineering, Inc., to
provide professional engineering services for the 2022 dune planting and exotic
vegetation removal project at Vanderbilt, Park Shore, and Naples beaches for Time
and Material not to exceed $32,444.00 under Contract No. 18-7432-CZ, authorize
the Chairman to execute the work order for the proposed services and make a
finding that this item promotes tourism.
2. Recommendation to approve a proposal from Humiston & Moore Engineers for
State required Annual Monitoring of Collier County Beaches and Inlets for 2022
under Contract No. 18-7432-CZ and make a recommendation to authorize the
expenditure of tourist development tax funds for a not to exceed amount of
$170,512.00 and make a finding that this expenditure promotes tourism.
B. Beach Park Facilities
C. Tourism Division
7. New Business
A. Recommendation to approve the use of Tourist Development Tax Promotion Funds to
support the upcoming December 2021 Kelleher Firm Hoopfest up to $5,625 and make a
finding that this expenditure promote tourism.
8. Old Business
October 2021
Collier County Tourist Development Council Page 3 Printed 10/20/2021
9. Marketing Partner Reports
A. Part 1
1. Marketing Partner Report Part 1
B. Part 2
1. Marketing Partner Report Part 2
10. Council Member Discussion
11. Tourism Staff Reports
A. Tourism Staff Reports
12. Detailed Staff Reports
13. Next Scheduled Meeting
A. Next Meeting Date - Nov. 22, 2021
14. Adjournment
10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Item Summary: September 27, 2021 TDC Meeting Minutes
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/13/2021 3:36 PM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/13/2021 3:36 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/13/2021 3:38 PM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 10/13/2021 3:39 PM
Tourism Paul Beirnes Director Completed 10/13/2021 6:32 PM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:55 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 8:40 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
4.B.1
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September 27, 2021
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, September 27, 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 (Excused)
Susan Becker (Excused)
Kathleen Brock
Ed (Ski) Olesky
Michael McCabe
Jared Grifoni (via Zoom)
Nancy Kerns
ALSO PRESENT: Jack Wert, Tourism Director
Paul Biernes, Deputy Tourism Director
Colleen Greene, Assistant County Attorney
Jennifer Leslie, Tourist Development Tax Coordinator
4.B.1.a
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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 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. Hill moved to approve the Agenda subject moving Item 6.B.1 to Item 6.C.1 and Item 6.B.2 to
Item 7.B. Second by Ms. Kerns. Carried unanimously 7 - 0.
B. Approval of prior TDC Meeting Minutes
1. Regular Meeting July 26, 2021
Ms. Kerns moved to approve the minutes of the July 26, 2021 meeting as presented.
Second by Mr. Hill. Carried unanimously 7 - 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
None
C. Tourism Division
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.
Mr. Olesky moved to approve the item listed on the Consent Agenda as presented.
Second by Ms. Kerns. Carried unanimously 7 – 0.
7. New Business
4.B.1.a
Packet Pg. 6 Attachment: September 27 TDC mins (20385 : September 27, 2021 TDC Meeting Minutes)
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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.
Mr. Biernes presented the above referenced Executive Summary and PowerPoint “FY22 Marketing
Plan Overview.” He provided an overview of the plan noting:
• The 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.
• The goals of the plan include:
• 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.
• The objectives include:
• 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.
• The strategies include:
• 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 resource.
• 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.
4.B.1.a
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• 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.
The Vision is for the area to be recognized as the number one destination for travel in the U.S. with
the value of the destination communicated through highly targeted marketing and promotion tactics
to convince potential visitors when they are ready to travel, “Only Paradise Will Do.”
During Council discussion the following was noted:
• Engaging the residents includes stressing the importance of the tourism business and visitors
to the area who support local businesses and generate tourist tax dollars which are utilized to
maintain the beaches they frequent.
• Expansion of the existing data base includes an increased focus on digital strategies.
• Staff is aware visitors may transition to seasonal of full-time residence however the brand of
the area is strong and there are future travelers who fill the void created by these
individuals. There are also potential positive benefits as people tend to visit the seasonal or
full-time residents given the tourist characteristics of the area.
• The CVB did maintain their affiliations with the international representatives during the
pandemic which should yield substantial rewards when foreign travel begins again.
• Brands do have a life span, however “Only Paradise Will Do” is a strong brand and should
remain as such for many years.
• Efforts to address mental health issues in the County include use of a collaborative database
of Stakeholder information and it may be beneficial for Staff to review the program to
determine if the format is of use to the CVB.
Mr. Hill moved to recommend the Board of County Commissioners approve the Fiscal Year 2021-
22 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors
Bureau (CVB) and finds the plan promotes tourism.
Second by Mr. Olesky. Carried unanimously 7 – 0.
B. 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.
Mr. McCabe requested clarification on the item.
Colleen Greene, Assistant County Attorney reported the Grant application was previously
approved by the Coastal Advisory Committee, Tourist Development Council and Board of County
Commissioners and the Resolution is required as part of the process. She recommended he contact
Coastal Zone Management staff if he needs more details on the item.
Mr. Olesky moved to recommend the Board of County Commissioners 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 finds the item promotes tourism.
Second by Ms. Kerns. Carried unanimously 7 – 0.
4.B.1.a
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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 monthly, 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 – September 2021”
B. Paradise Advertising
None
C. Lou Hammond Group – Sandra Rios
“National Public Relations Update – TDC Meeting - Services Conducted in August 2021”
Part 2. Marketing Partner Reports
D. Collier County Tourist Tax Collections – Paul Biernes
“Tourist Tax Collections”
E. Miles Partners – Website Activity – Kate Bradshaw
“Paradisecoast.com Monthly Report – September 2021”
F. Digital & Social Media
None
G. County Museums – Amanda Townsend
“Collier County Museums”
10. Council Member Discussion
Ms. Brock reported the “Blessing of the Fleet,” an event related to the crab fisherman will take place in
Everglades City on October 2nd. Restoration of the Bank of Everglades is underway including
addressing roof issues. There is a fishing tournament scheduled for October 22nd – 23rd in Everglades
City. She queried on the tax status of Airbnb with staff reporting the organization does contribute to
tourist tax collections for their rentals.
Ms. Kerns noted the Naples Daily News recently featured an article on the County museums.
The Members recognized staff’s effort on developing the new marketing plan and endeavors to ensure
tourism remains active during the pandemic.
The Members and staff recognized Jack Wert’s long tenured service to the residents of Collier County
given he is retiring his position as Tourism Director.
11. Tourism Staff Reports
4.B.1.a
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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. Detailed Staff Reports
A. Detailed Staff Reports
Submitted
13. Next Scheduled Meeting Date/Location – October 25, 2021 – 9:00 a.m.
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 East Tamiami Trail, Naples, Florida 34112
There being no further business for the good of the County, the meeting was adjourned by order
of the chair at 11:15 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
_________________________________
Chairman, Commissioner Andy Solis
These minutes approved by the Board/Committee on _________________ as presented ________ or
as amended ___________.
4.B.1.a
Packet Pg. 10 Attachment: September 27 TDC mins (20385 : September 27, 2021 TDC Meeting Minutes)
10/25/2021
EXECUTIVE SUMMARY
Recommendation to approve a Work Order with Taylor Engineering, Inc., to provide
professional engineering services for the 2022 dune planting and exotic vegetation removal
project at Vanderbilt, Park Shore, and Naples beaches for Time and Material not to exceed
$32,444.00 under Contract No. 18-7432-CZ, authorize the Chairman to execute the work order for
the proposed services and make a finding that this item promotes tourism.
OBJECTIVE: To perform the dune planting and exotic vegetation removal project at Vanderbilt, Park
Shore and Naples beaches.
CONSIDERATIONS: The existing dunes in this area are densely vegetated but contain exotic species
that are to be removed to allow for replanting with native species. The upcoming 2021-2022
renourishment project at Naples and Vanderbilt beaches, and the 2019 renourishment of Park Shore
beach, will greatly benefit from the addition of new plantings with native species to facilitate the
establishment of a self-sustaining dune ecosystem. Additionally, protection of the dunes will be provided
with the installation of rope and posts with signage directing beachgoers to stay off the dunes.
Contract No. 18-7432-CZ was approved by the BCC on March 10, 2020, item 16.E.4 (Attachment 1), to
provide engineering services to the County’s Coastal Zone Management for projects requiring
professional services of less than $500,000, and for projects with construction costs below $4,000,000.
This contract has a five-year duration with an option to renew for one additional year.
Taylor Engineering, Inc. is located in Sarasota, Florida and was founded in 1983. Taylor Engineering was
selected as one of three firms on the County’s 18-7432-CZ Coastal Engineering Services Library contract
and have provided engineering services to the County for over eighteen years.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to
this action.
ADVISORY COMMITTEE RECOMMENDATIONS: This item was approved by the Coastal
Advisory Committee (CAC) on October 14, 2021 (9-0 Vote). This item will be presented to the Tourist
Development Council (TDC) on October 25, 2021 and the Board of County Commissioners (BCC) on
November 9, 2021.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
FISCAL IMPACT: Funding for this work is available in the Tourist Development Council (TDC) Beach
Renourishment Fund (195). The partial reimbursement of this work may be provided by the Federal
Emergency Management Agency (FEMA). Source of funding is tourist development tax.
RECOMMENDATION: To approve a Work Order with Taylor Engineering, Inc., to provide
professional engineering services for the 2022 dune planting and exotic vegetation removal
project at Vanderbilt, Park Shore, and Naples beaches for Time and Material not to exceed
$32,444.00 under Contract No. 18-7432-CZ, authorize the Chairman to execute the work order for the
proposed services 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 Division
6.A.1
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10/25/2021
ATTACHMENT(S)
1. 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (PDF)
6.A.1
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10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 6.A.1
Doc ID: 20349
Item Summary: Recommendation to approve a Work Order with Taylor Engineering, Inc., to
provide professional engineering services for the 2022 dune planting and exotic vegetation removal
project at Vanderbilt, Park Shore, and Naples beaches for Time and Material not to exceed $32,444.00
under Contract No. 18-7432-CZ, authorize the Chairman to execute the work order for the proposed
services and make a finding that this item promotes tourism.
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/12/2021 10:25 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/12/2021 10:25 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/12/2021 10:33 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 10/15/2021 2:36 PM
Tourism Paul Beirnes Director Completed 10/15/2021 3:05 PM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:58 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 11:33 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
6.A.1
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October 7, 2021 (Proposal valid for 90-days)
Mr. Andrew Miller, P.E.
Principal Project Manager
Collier County Coastal Zone Management
2685 South Horseshoe Drive, Unit 103
Naples, Florida 34104
RE: Vanderbilt, Naples, and Park Shore Beaches Dune Planting Plans, Specifications, and Bid Package
Preparation; Collier County, Florida
Mr. Miller:
Per your request, Taylor Engineering is pleased to submit the enclosed scope of work and fee
proposal (Exhibit A) for design, technical specifications and bid administration for the Vanderbilt, Naples,
and Park Shore Beach Dune Planting Projects.
Primary tasks include design, development of contract documents and bid assistance services.
Taylor Engineering will perform these services on a time and materials basis, for a total cost
not-to-exceed fee of $32,444.00.
Please contact me at (941) 702-5871 or jphillips@taylorengineering.com with any questions.
Sincerely,
Jenna Phillips, M.S.
Regional Office Lead
Attachments (1)
6.A.1.a
Packet Pg. 14 Attachment: 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (20349 : Taylor Engineering, Inc. services for dune planting & removal)
10199 SOUTHSIDE BLVD, SUITE 310 | JACKSONVILLE, FL 32256 | TEL 904.731.7040
WWW.TAYLORENGINEERING.COM
VANDERBILT, NAPLES and PARK SHORE BEACHES DUNE PLANTING
PLAN, SPECIFICATION, AND BID PACKAGE PREPARATION SERVICES
COLLIER COUNTY, FLORIDA
EXHIBIT A - SCOPE OF WORK
Introduction
Collier County (County) intends to complete a dune planting and exotic vegetation removal project at
Vanderbilt, Park Shore, and Naples Beaches. The Vanderbilt Beach project area extends from Collier
County Florida Department of Environmental Protection (FDEP) Reference Monument (R-monument) R-
22.3 south to R-32. Naples Beach extends from R-60 to R-74.3. Park Shore Beach extends from R-42 to R-
54+400. The existing dunes in this area are densely vegetated but contain exotic species that are to be
removed; the newly nourished dune requires new plantings with native species to facilitate the
establishment of a self-sustaining dune ecosystem. Additionally, beach access improvements will be
incorporated to include signages, rope and posts to keep people off the dunes/dune plantings.
Under this scope, Taylor Engineering will produce the necessary plans, specifications, and bid package
documents to support planting and exotic vegetation removal efforts at Vanderbilt, Park Shore, and
Naples Beaches. The County’s intent for this project is to vegetate the nourished dune with native species
and remove exotic vegetation species that have invaded the existing dune. This scope of work is to provide
a dune planting plan in compliance with FDEP Permit No 0331817-004-JM and other information which
may be required to support the bid administration efforts.
Assumptions
Taylor Engineering made several assumptions in developing this scope of work and associated fees for the
project. The assumptions listed below, and throughout this scope of work, affect the proposed level of
effort and associated costs. If any of the assumptions prove incorrect, Taylor Engineering will submit a
proposal to modify our scope of work and fees accordingly. Taylor Engineering developed this scope of
work under the following assumptions and background information:
• The project area extends from R-22.3 to R-32, R-42 to R-54+400, and R-60 to R-74.3 in Collier
County.
• The newly established dune will be constructed as depicted in the 2021 Beach
Renourishments: Naples, Vanderbilt, & Pelican Bay Construction Plans produced by Coastal
Planning & Engineering, Inc. and dated 7/30/2021.
• The County has secured the necessary permits for this work. Taylor Engineering is not
responsible for permit acquisition.
• The County will advertise the project.
• The County will conduct inspections during planting operations and produce necessary
project completion documents for submittal to FDEP.
• The County is responsible for complying with necessary precautions for shorebirds and sea
turtles as outlined in the FDEP permit.
• Execution of the work outlined herein to support the County’s efforts will not preclude Taylor
Engineering from providing services related to future phases of the project.
• Taylor Engineering not responsible for permit compliance and/or production of permit
compliance documentation.
6.A.1.a
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Collier County
October 7, 2021
Page 2 of 6
• The County will be responsible for post-planting activities as required by FDEP permit (i.e.
subsequent watering and sand fence removal), construction observation, and project
certification
Client Responsibility
Client shall provide Taylor Engineering with the following information and documents related to the
project site, if available:
• Permit and design documents associated with the beach and dune fill project
• Natural resource surveys including physical and biological monitoring, and documentation of
other resources of concern to regulatory agencies;
• Survey data, including but not limited to, boundary (property and riparian rights lines),
topography/bathymetry, existing nearshore structures (seawalls, nearshore boardwalks, boat
ramp, piers, etc.), mean high water line(s);
• County field estimates for exotic vegetation removal areas for each project site.
• Copies of existing regulatory authorizations associated with the project site, including temporary
use agreements where applicable.
Taylor Engineering shall have the right to reasonably rely on the accuracy and validity of such
documentation and data. Collier County will provide existing conditions survey to Taylor Engineering for
the purposes of this project.
The following tasks comprise this scope of work.
Scope of Work
DRAWINGS AND TECHNICAL SPECIFICATIONS
Taylor Engineering staff will prepare drawings and technical specifications for a dune flora restoration.
We anticipate the project design will include the following components:
• Native plant species consisting of 70% dune grasses and 30% other native dune species
o predominantly sea oats (Uniola paniculata), dune panic grass (Panicum amarum), railroad
vine (Ipomea pes-caprae), and /or dune sunflower (Helianthus debilis)
o 4” container plants or less placed a minimum of 6” deep
o Placement in staggered rows at a maximum distance of 18” apart
o Fertilize and water-in the planting units during installation
• Signage, rope and bollard barriers, or sand fence placed to protect the new vegetation and dune
feature according to FDEP guidelines
The project will include vegetation planting along the newly constructed and existing dune system within
the limits of the Vanderbilt Beach nourishment area (R-22.3 to R-32), Park Shore Beach area (R-42 to R-
54+400) and the partial limits of the Naples Beach nourishment area (R-60 to R-74.3). Portions of the
project area have an established dune and vegetation, in those areas, the proposed project will
supplement the existing vegetation with the installation of several native dune species and the removal
of exotic species. This will help promote a healthy, diverse dune ecosystem.
6.A.1.a
Packet Pg. 16 Attachment: 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (20349 : Taylor Engineering, Inc. services for dune planting & removal)
Collier County
October 7, 2021
Page 3 of 6
On behalf of Collier County, Taylor Engineering will prepare draft construction drawings and specifications
for the proposed dune planting, exotic species removal in areas as identified by County, sand fence, and
dune signage installation as required for regulatory review. The draft construction drawings will include
the limits of the proposed vegetation planting including planting zones (dune face, dune crest, upland,
etc), and educational signage, post and rope locations. The drawings will also include typical cross section
views, preliminary planting details for each zone, existing and proposed grade contours (from existing
survey data), Collier County property lines and the Coastal Construction Control Line (CCCL). The
vegetation limits will be determined based on the most recent aerial photographs, topographic survey
data, and beach nourishment plans provided by the County. A Taylor Engineering staff member will visit
the project site to verify the proposed planting area/zones, beach access, and educational signage areas.
We will submit draft construction drawings and specifications to Collier County and FDEP for review and
approval. We will schedule a teleconference with FDEP to discuss the draft construction drawings and
supporting information and will coordinate with FDEP and the County to address FDEP questions and
review comments. While we anticipate submittal of a complete and concise drawing package, the nature
of the project may generate review comments and agency requests for additional information (RAIs)
during the review process. Should coordination and requests for additional information require more
time than the amount budgeted for this task, we will contact Collier County and discuss a modification of
the contract to account for the additional level of effort.
Taylor Engineering will prepare final technical specifications and construction drawings to support bidding
and construction of the project. The drawings will consist of plan and cross section views of the nourished
beach conditions and dune vegetation community restoration, sand fencing, beach access post and rope
enhancements, and educational signage. The final construction drawings will also include specific details
for the proposed vegetation areas. As part of this task, we will estimate the project construction quantities
for inclusion in the bid package. We will update the technical specifications to be consistent with the FDEP
permit and the construction drawings. Additionally, we assume Collier County will prepare and provide
its standard “front-end” contract documents for project bidding; we will review these documents and the
contract plans and specifications for consistency. We will provide the final construction-ready
specifications and drawings in reproducible hardcopy and digital format.
BID ADMINISTRATION ASSISTANCE
Taylor Engineering will provide the final construction bid package (Contract Documents) to Collier County
and support the County during the solicitation/award phase of the project. Bid administration assistance
services shall include the following activities:
• Compile the Contract Documents to include the County’s standard front-end contracting and
purchasing documents, construction plans, technical specifications, and other pertinent
documents.
• Develop an Opinion of Probable Cost for construction, if required.
• Assist Collier County with the distribution of construction Contract Documents to prospective
contractors, if required.
• Attend and provide technical support for a pre-bid conference if the county organizes such a
meeting for this project.
• Assist with the development of contract document addenda in response to technical questions
from potential bidders.
• Attend the bid opening meeting.
• Review bids, check contractor’s technical references, and prepare a written recommendation for
contractor selection.
6.A.1.a
Packet Pg. 17 Attachment: 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (20349 : Taylor Engineering, Inc. services for dune planting & removal)
Collier County
October 7, 2021
Page 4 of 6
Our review and recommendations will be limited to engineering and technical issues. Collier County will
be responsible for review and evaluation of contractors’ financial condition, business licenses or
authorizations, bonding, contractual requirements, and any other non-engineering or non-technical
information. We will review the bid recommendations with the County and assist it in verifying that all
the necessary bid components are in order.
Schedule
Scope of work to be completed within 225 days from receipt of the Notice to Proceed (NTP).
Fees
Taylor Engineering will perform the work on the basis of Time and Materials, Not to Exceed $32,444.00,
to be invoiced monthly.
TAYLOR ENGINEERING, INC.
COST SUMMARY BY TASK
P2021-133: VANDERBILT, PARK SHORE & NAPLES BEACH DUNE PLANTING
TASK 1: Drawings and Technical Specifications
Labor Hours Rates Cost Task Totals
Principal 4.0 231.0 924.00 Senior Engineer 32.0 177.0 5,664.00 Engineer 40.0 130.0 5,200.00 Senior Environmental Specialist 40.0 167.0 6,680.00 CADD Technician 56.0 107.0 5,992.00
Total Man-Hours 172.0 Labor Cost 24,460.00
Total Non-Labor Cost -
Total Task 1 24,460.00
6.A.1.a
Packet Pg. 18 Attachment: 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (20349 : Taylor Engineering, Inc. services for dune planting & removal)
Collier County
October 7, 2021
Page 5 of 6
TASK 2: Bid Administration Assistance
Labor Hours Cost Task Totals
Principal 2.0 231.0 462.00 Senior Engineer 24.0 177.0 4,248.00 Engineer 8.0 130.0 1,040.00 Senior Environmental Specialist 12.0 167.0 2,004.00 Scientist/Geologist 2.0 115.0 230.00
Total Man-Hours 48.0 Labor Cost 7,984.00
Total Task 2 7,984.00
Total $ 32,444.00
6.A.1.a
Packet Pg. 19 Attachment: 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (20349 : Taylor Engineering, Inc. services for dune planting & removal)
Collier County
October 7, 2021
Page 6 of 6
Collier County Contracted Rate Schedule
6.A.1.a
Packet Pg. 20 Attachment: 10.07.21 - Proposal - Taylor Engineering - 2022 Dunes (20349 : Taylor Engineering, Inc. services for dune planting & removal)
10/25/2021
EXECUTIVE SUMMARY
Recommendation to approve a proposal from Humiston & Moore Engineers for State required
Annual Monitoring of Collier County Beaches and Inlets for 2022 under Contract No. 18-7432-CZ
and make a recommendation to authorize the expenditure of tourist development tax funds for a
not to exceed amount of $170,460.00 and make a finding that this expenditure promotes tourism.
OBJECTIVE: To move forward with the annual required beach and inlet monitoring surveys and reports
for Collier County Beaches and Inlets for 2022.
CONSIDERATIONS: The Coastal Zone Management (CZM) Section is tasked with the maintenance
and monitoring of over thirty (30) miles of coastline, beaches, estuaries, channels, and bays. CZM has
specific goals, objectives, and criteria to meet as identified within the Collier County Growth
Management Plan, Land Development Code, and the Codes of Laws and Ordinances regarding the
county’s coastal aquatic resources. In order to meet these goals and objectives, CZM has been charged
with a variety of programs including the implementation of beach re-nourishment and dredging projects,
the artificial reef program, derelict vessel program, waterways marker program, as well as any related
operations that are required to maintain the health, aesthetics, and safety of the county’s coastal
waterways and communities.
Yearly physical monitoring of the beaches and inlets is required by FDEP permit. Results of this report
are used to evaluate, recommend, and prioritize annual beach segment renourishment.
SUMMARY TASK FEE BREAKDOWN
Task 1 Collier Beach $42,398.00
Task 2 Wiggins Pass $44,438.00
Task 3 Doctors Pass $20,818.00
Task 4 South Marco Island $23,131.00
Task 5 Central Marco Beach $17,278.00
Task 6 Doctors Pass Erosion Control Structures $18,794.00
Task 7 Aerial Image Book $3,603.00
Total Project Fees: $170,460.00
FISCAL IMPACT: Funding has been budgeted and approved for this activity in FY 2022. Funding in
the amount of $170,460.00 is available within Tourist Development Tax Beach Renourishment Fund
(195), Project 90536.
FDEP cost-share funding may be requested at a future date to reimburse Collier County for a portion of
the completed work.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to
this action.
ADVISORY COMMITTEE RECOMMENDATIONS: This item was approved by the Coastal
Advisory Committee (CAC) on October 14, 2021 (9-0 Vote). This item will be presented to the Tourist
Development Council (TDC) on October 25, 2021 and the Board of County Commissioners (BCC)
meeting on November 9, 2021.
6.A.2
Packet Pg. 21
10/25/2021
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: To approve a proposal from Humiston & Moore Engineers for State required
Annual Monitoring of Collier County Beaches and Inlets for 2022 under Contract No. 18-7432-CZ, make
a recommendation to authorize the expenditure of tourist development tax funds for a not to exceed
amount of $170,460.00 and make a finding that this expenditure promotes tourism.
Prepared By: Andrew Miller, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees and
Program Management Division
ATTACHMENT(S)
1. 09.29.21 - Proposal - Humiston & Moore Engineers (PDF)
6.A.2
Packet Pg. 22
10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 6.A.2
Doc ID: 20351
Item Summary: Recommendation to approve a proposal from Humiston & Moore Engineers for
State required Annual Monitoring of Collier County Beaches and Inlets for 2022 under Contract No. 18 -
7432-CZ and make a recommendation to authorize the expenditure of tourist development tax funds for a
not to exceed amount of $170,512.00 and make a finding that this expenditure promotes tourism.
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/12/2021 10:47 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/12/2021 10:47 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/12/2021 10:52 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 10/15/2021 2:34 PM
Tourism Paul Beirnes Director Completed 10/15/2021 3:10 PM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:58 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 10:46 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
6.A.2
Packet Pg. 23
6.A.2.a
Packet Pg. 24 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 25 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 26 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 27 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 28 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 29 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 30 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 31 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 32 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
6.A.2.a
Packet Pg. 33 Attachment: 09.29.21 - Proposal - Humiston & Moore Engineers (20351 : Humiston & Moore Engineers Annual Monitoring of Beaches)
10/25/2021
EXECUTIVE SUMMARY
Recommendation to approve the use of Tourist Development Tax Promotion Funds to support the
upcoming December 2021 Kelleher Firm Hoopfest up to $5,625 and make a finding that this
expenditure promote tourism.
OBJECTIVE: To support the hosting costs for the Kelleher Firm Hoopfest in December 2021 with a
goal to attract participants and spectators to Collier County through Sports Tourism.
CONSIDERATIONS: Collier County is scheduled to host the Kelleher Firm Hoopfest December 27-30,
2021. The Tourism Division Sports Marketing Team has attracted this event to our community. The
projected hosting costs are based on experience with these same or similar events, the event funding
application request, and the projected room nights from the event organizer. Event expenditures are the
responsibility of the event organizer to pay in advance. The Tourism Division proposes to reimburse the
event organizer for facility rental costs and operating expenses based on the proposed rental cost from the
facility and room night visitation delivered to Collier County from the event participants and fans. These
expenditures are authorized to be reimbursed through the BCC approved Sports Assistance Program.
Staff utilizes the BCC approved Event Application form (attached) to determine the appropriate amount
of recommended funding based on a sports tourism industry standard maximum acquisition cost of fifteen
dollars ($15) per room night. Funding for these sports events is subject to TDC recommendation and
Board approval.
Kelleher Firm 2021 Holiday Hoopfest is scheduled for December 27-30, 2021, at Golden Gate High
School. This is a high school boys basketball tournament returning to Naples for the 5th year. The event
organizer has projected the event will attract 225 athletes. Staff is projecting the event to generate 375
room nights in the County based on past history of the event, direct visitor spending of $203,384 and
TDT revenue of $2,813. The expenses to be paid for the event will be assistance with o perational costs up
to a maximum amount of $5,625.
Year Projected 2021 Actual 2020 Actual 2019
Direct Spending $203,384 Cancelled COVID-19 $183,148
TDT Revenue $2,813 $2,182
Room Nights 375 314
Acquisition Cost $15 $15
FISCAL IMPACT: Funding of up to $5,625 for the Kelleher Firm Hoopfest is included in the BCC
proposed FY 22 Tourism Division budget in Fund 184 for Sports Marketing Small Event support. This
leaves a balance of $39,675 Fund 184.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this
Executive Summary.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: For the Tourist Development Council to recommend approval of the use of
Tourist Development Tax Promotion Funds to support the upcoming Kelleher Firm Hoopfest up to
$5,625 and make a finding that this expenditure promotes tourism.
7.A
Packet Pg. 34
10/25/2021
Prepared by Nikki King, Sports Marketing Manager
Attachments: Event Assistance Applications for the December 2021 event
ATTACHMENT(S)
1. Application.Kelleher Firm 2021 Hoopfest (PDF)
7.A
Packet Pg. 35
10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.A
Doc ID: 20345
Item Summary: Recommendation to approve the use of Tourist Development Tax Promotion
Funds to support the upcoming December 2021 Kelleher Firm Hoopfest up to $5,625 and make a finding
that this expenditure promote tourism.
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/12/2021 9:56 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/12/2021 9:56 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/12/2021 9:56 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/12/2021 10:22 AM
Tourism Kelly Green Stage 1 Review Completed 10/14/2021 2:14 PM
Tourism Paul Beirnes Director Completed 10/14/2021 2:15 PM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:59 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 10:46 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
7.A
Packet Pg. 36
7.A.1
Packet Pg. 37 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
7.A.1
Packet Pg. 38 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
7.A.1
Packet Pg. 39 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
7.A.1
Packet Pg. 40 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
7.A.1
Packet Pg. 41 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
7.A.1
Packet Pg. 42 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
7.A.1
Packet Pg. 43 Attachment: Application.Kelleher Firm 2021 Hoopfest (20345 : Kelleher Firm Hoopfest Dec. 2021)
10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A.1
Item Summary: Marketing Partner Report Part 1
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/18/2021 9:29 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/18/2021 9:29 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/18/2021 9:30 AM
Tourism Paul Beirnes Director Completed 10/18/2021 9:31 AM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:54 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 8:40 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
9.A.1
Packet Pg. 44
MARKETING PARTNER REPORTS
PART I
9.A.1.a
Packet Pg. 45 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
RESEARCH REPORT
Research Data Services, Inc.
9.A.1.a
Packet Pg. 46 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Collier County Tourism Research
Presented by:
Research Data Services, Inc.
October 2021
September 2021
Presented to:
The Collier County Tourist
Development Council
9.A.1.a
Packet Pg. 47 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 5
RDS Travel Sentiment
September 2021
9.A.1.a
Packet Pg. 48 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 6
One word
When asked what ONE WORD best
describes their feelings about travel
right now,28.0%of September
2021 respondents use positive words
like “scheduled,”“enjoy,”“exciting,”
“going,”and “anticipation.”
September 2021
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%
no
expensive cautious
hesitantconcernedhopeful
optimistic
ready
scary
worried
excited
fine
scaredanxious
carefulapprehensive
caution
nervousokrisky
afraid
dangerous
disappointeddont
frustrated
good
guarded
impatient
needed
uncertain
unknown
unsure
scheduled anticipation
antsy
apprehension
apprehensions
awful
besafe changing
cheap
comfortable
covid
enjoy
excitementexcitingfear
fearful noflying
frightened
go
going
iffy
interesting
later
missing
confusedhasslena
necessary
negative
noproblem
notsafe
notsure
optional
overlycautious
passport
patience
patient
reluctance
reluctant
restricted
sad
safe
shameful
skeptical stupid
tentative timid
restrictive
trepidatious
uninterested
unreliable
unstable
vaccinations
wishfulworrisome
leery
aggravating
irritating
lengthy
9.A.1.a
Packet Pg. 49 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 7
RDS Traveler Sentiment Study
September 2021
Green Light
Travelers:
48.9%
Feel Safe?
Dining in a restaurant: 50.6%
Shopping: 52.2%
Visiting indoor attractions: 36.0%
Taking a domestic flight: 38.9%How close are
things to
getting back to
normal?
39.1%0%100%
Personal Health: 71.7%
Personal Finances: 65.2%
Economy: 25.3%
Optimistic about:
43.6% think
things at
destinations
they are
interested in
are mostly
open.
Currently have a trip
booked:
34.1%
?Not interested in traveling to Florida?
35.4%say are unlikely to visit Florida vacation
destinations.
Red Light
Travelers:
25.1%
9.A.1.a
Packet Pg. 50 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 8
How has the pandemic changed you?
May
2021
Jun.
2021
Jul.
2021
Aug.
2021
Sep.
2021
More motivated to travel/in need of a vacation 42.5 37.8 33.0 34.9 23.6
Less interested in travel/happy staying home 16.9 18.8 21.1 23.2 32.7
More anxious 23.5 24.0 25.5 35.9 46.3
More health/germ conscious 46.5 54.1 49.5 56.8 67.0
More budget conscious 25.8 27.2 27.7 25.9 21.2
More interested in outdoor activities 26.6 27.3 26.5 28.4 28.4
More wary of crowds 46.6 54.6 55.2 58.0 68.2
Less comfortable with plane travel 32.1 40.9 40.6 47.7 46.3
Less secure about my job 6.7 7.5 7.9 5.8 10.1
Less inclined to take travel for granted 34.8 37.1 34.9 36.3 39.0
Planning more carefully 32.0 34.9 32.5 43.4 43.6
Researching my trips more 30.7 26.4 25.2 28.7 26.3
More interested in spending time with friends and family 32.2 33.3 34.7 35.0 38.1
More concerned about how careful/safe the people
around me are being 44.9 48.9 47.3 54.6 65.3
9.A.1.a
Packet Pg. 51 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 9
Occupancy Barometer
September 2021 Responses
9.A.1.a
Packet Pg. 52 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 10
•“Looking better than expected.”
•“On par with 2019.”
•“Pacing ahead in room nights,
ADR, and revenue to 2020.”
•“Pacing behind in room nights and
revenue, ahead in ADR.”
•“Slower leisure demand, group is
good for October.”
•“Guests are coming from Midwest,
Northeast, and some are now from
Europe.”
•“Normal Northeast, Midwest,
seeing an uptick in Texas.”
•“Getting reservations from US,
Canada, and the UK.”
OCCUPANCY BAROMETER
Percent of properties reporting September
occupancy and ADR at the same or higher levels
compared to the reference year:
September 2021
Lodging Metrics
Compared to:2020 2019
Occupancy 75%30%
ADR 85%90%
Forward bookings up compared to this time in
2019? September 2021: 52.0%; August 2021:
48.1%
9.A.1.a
Packet Pg. 53 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 11
Economic Indicators
9.A.1.a
Packet Pg. 54 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 12
Recovery of U.S. Air Travel
0
75,000
150,000
225,000
300,000
375,000
450,000
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Jan-19Feb-19Mar-19Apr-19May-19Jun-19Jul-19Aug-19Sep-19Oct-19Nov-19Dec-19Jan-20Feb-20Mar-20Apr-20May-20Jun-20Jul-20Aug-20Sep-20Oct-20Nov-20Dec-20Jan-21Feb-21Mar-21Apr-21May-21Jun-21Jul-21Aug-21Sep-21Oct-21Nov-21Dec-21U.S. Daily Coronavirus Case Numbers(Seven Day Rolling Average)Number of Passengers ThroughTSA Checkpoints(SevenDay Rolling Average)TSA Passenger Throughput Data
Compared to Coronavirus Case Numbers
TSA Throughput (7 Day Rolling Average)CY 2019 Average Passengers Per Day
CY 2020 Average Passengers Per Day Linear TSA Throughput Trend (March 21 , 2020 - October 13, 2021)
Linear TSA Throughput Projections U.S. Daily Coronavirus Case Numbers (7 Day Rolling Average)
9.A.1.a
Packet Pg. 55 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 13
Airport Comparison
RSW PGD SRQ TPA PIE MCO FLL MIA TSA
Sep. 20 -44.5%-6.5%-47.2%-60.5%-36.6%-63.5%-60.0%-72.5%-67.7%
Oct. 20 -34.7%-10.8%-30.8%-55.4%-30.5%-61.6%-53.0%-65.8%-64.4%
Nov. 20 -42.9%-26.7%-41.8%-52.9%-38.4%-56.7%-54.7%-57.5%-62.9%
Dec. 20 -39.9%-35.2%-47.8%-55.2%-38.7%-54.5%-50.4%-55.0%-62.4%
CY 2020 -41.5%-27.7%-37.1%-54.5%-39.1%-57.3%-55.1%-59.4%-61.3%
Jan. 21 -39.4%-36.2%-43.9%-53.8%-41.8%-55.4%-50.1%-56.1%-61.9%
Feb. 21 -41.5%-35.7%-31.3%-52.4%-40.0%-54.1%-51.0%-57.8%-60.8%
Mar. 21 +35.0%+19.9%+81.1%+18.5%+21.3%+24.7%+19.1%+9.0%+8.3%
Apr. 21 +1,974%+942%+2,920%+1,708%+2,740%+2,021%+2,167%+2,072%+1,173%
May 21 +562%+53.2%+622%+625%+104%+923%+1,043%+1,199%+596%
Jun. 21 +253%+51.1%+492%+249%+69.0%+336%+358%+458%+292%
Jul. 21 +218%+76.3%+424%+198%+91.1%+250%+209%+356%+205%
Aug. 21 +180%+62.5%+327%+162%+62.7%+210%+173%--+165%
Change in Total Passengers Compared to Same Month Last Year
9.A.1.a
Packet Pg. 56 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 14
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 1,107,004 946,366 839,377 814,471 647,534
0
250,000
500,000
750,000
1,000,000
1,250,000
1,500,000
RSW Total Passenger TrafficSouthwest Florida International Airport
(RSW) Passenger Traffic
August 2021
∆from Aug. ‘20: +180%
∆from Aug. ‘19: +23%
CY 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: 6.93 million (+66.7%)
9.A.1.a
Packet Pg. 57 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 15
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
∆from Aug. ‘20: +9.3%
∆from Aug. ‘19: -8.9%
9.A.1.a
Packet Pg. 58 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 16
Year to Date 2021
January –September
Collier Visitor Profile
9.A.1.a
Packet Pg. 59 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10.15.21 17
Collier Tourism Metrics
Calendar Year to Date 2021 (January –September)
Number of
Visitors
Room Nights
Economic Impact
•1,459,100
•∆from ‘20:+41.6%
•∆ from ‘19: +1.4%
•1,946,500
•∆from ‘20: +43.7%
•∆from ‘19:+1.1%
•$1,990,784,900
•∆from ‘20:+67.3%
•∆from ’19: +12.5%
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Visitor Origins
Calendar Year to Date 2021 (January –September)
# Visitors 2020 # Visitors 2021 ∆from ‘20 ∆from ‘19
Florida 520,807 734,301 +41.0%+47.1%
Southeast 63,632 126,281 +98.5%+33.0%
Northeast 186,782 271,699 +45.5%-7.8%
Midwest 128,503 240,714 +87.3%+9.9%
Canada 15,119 187 -98.8%-99.5%
Europe 66,621 600 -99.1%-99.7%
Other 49,036 85,318 +74.0%+12.6%
Total 1,030,500 1,459,100 +41.6%+1.4%
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Collier Comp Set
YTD 2021 (January -September)
Occupancy ADR RevPAR
2021
% ∆
20-21
% ∆
19-21 2021
% ∆
20-21
% ∆
19-21 2021
% ∆
20-21
% ∆
19-21
Naples MSA 64.3%+44.1 -0.7 $291.73 +17.3 +16.2 $187.52 +69.0 +15.4
Naples Upscale 69.2%+42.7 -5.4 $393.44 +21.1 +23.3 $272.12 +72.7 +16.6
Miami-Hialeah 66.1%+40.9 -13.3 $215.77 +8.1 +10.9 $142.60 +52.3 -3.8
Florida Keys 80.1%+39.3 +3.2 $384.71 +34.0 +38.4 $308.21 +86.7 +42.8
Ft. Myers 68.0%+38.5 -2.0 $172.08 +3.8 +4.2 $116.94 +43.8 +2.1
Sarasota-Bradenton 69.7%+35.4 +3.7 $165.24 +17.9 +14.8 $115.20 +59.7 +19.0
Clearwater 73.3%+33.8 -3.1 $187.21 +28.5 +14.3 $137.16 +71.9 +10.7
St. Petersburg 69.8%+32.2 -5.9 $175.03 +20.7 +9.6 $122.09 +59.5 +3.1
Palm Beach County 63.5%+37.9 -11.9 $196.79 +2.1 +4.9 $125.02 +40.8 -7.6
Ft. Lauderdale 70.0%+37.8 -7.4 $145.01 +3.8 -0.8 $101.53 +43.0 -8.2
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Collier Comp Set –Occupancy (%)
YTD 2021 (January -September)
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans
% ∆
20-21
% ∆
19-21 Grp
% ∆
20-21
% ∆
19-21 Total
Naples MSA 55.0%+58.4 +32.9 9.3%-5.7 -60.1 64.3%
Miami-Hialeah 57.3%+70.3 -0.1 5.1%-46.4 -66.2 66.1%
Florida Keys 73.8%+42.0 +8.9 5.8%+8.7 -38.4 80.1%
Ft. Myers 58.7%+48.6 +9.3 5.8%-22.9 -57.0 68.0%
Sarasota-Bradenton 60.8%+40.6 +18.2 7.5%-2.4 -49.9 69.7%
Clearwater 66.3%+43.1 +13.4 6.9%-17.8 -59.4 73.3%
St. Petersburg 60.7%+38.3 +10.2 8.1%+0.6 -54.8 69.8%
Palm Beach County 53.9%+55.7 +4.7 8.6%-17.2 -54.0 63.5%
Ft. Lauderdale 61.5%+55.9 +8.1 5.5%-36.0 -62.6 70.0%
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Collier Comp Set –ADR ($)
YTD 2021 (January –September)
Trans
% ∆
20-21
% ∆
19-21 Grp
% ∆
20-21
% ∆
19-21 Total
Naples MSA $306.71 +27.6 +18.2 $203.58 -27.0 -13.9 $291.73
Miami-Hialeah $226.61 +14.8 +15.4 $178.52 -28.6 -15.2 $215.77
Florida Keys $391.73 +36.8 +40.3 $308.73 +3.3 +12.8 $384.71
Ft. Myers $180.02 +6.9 +4.1 $134.30 -19.1 -8.8 $172.08
Sarasota-Bradenton $171.94 +20.7 +16.0 $129.67 -1.9 -2.4 $165.24
Clearwater $191.68 +31.7 +13.0 $145.45 -0.5 +1.0 $187.21
St. Petersburg $181.21 +24.4 +8.7 $136.23 -6.1 -3.8 $175.03
Palm Beach County $200.72 +12.3 +6.2 $185.19 -25.5 -4.3 $196.79
Ft. Lauderdale $149.51 +9.8 +3.8 $117.47 -28.2 -28.9 $145.01
SOURCE: SMITH TRAVEL RESEARCH, INC.
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September 2021
Collier Visitor Profile
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Visitation/Economic Impacts of Tourism
Collier September 2021
Visitors
2021
93,300
2020
80,400
Room Nights
2021
175,400
2020
135,100
Economic
Impact
2021
$104,118,500
2020
$73,249,300
%∆
+16.0
%∆
+29.8
%∆
+42.1
∆from ‘19: +1.1%∆from ‘19: +1.3%∆from ‘19: +24.5%
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Visitor Origins
Collier September 2021
# Visitors 2020 # Visitors 2021 ∆from ‘20 ∆from ‘19
Florida 59,737 56,913 -4.7%+41.8%
Southeast 5,467 9,050 +65.5%+48.6%
Northeast 6,030 10,263 +70.2%-12.4%
Midwest 5,307 8,863 +67.0%+6.7%
Canada *0 187 n/a -79.7%
Europe *0 0 n/a -100.0%
Other 3,859 8,024 +107.9%+40.2%
Total 80,400 93,300 +16.0%+1.1%
*September 2020 Canadian and September 2020 and 2021 European visitation was too
small to measure.
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Licensed Transient Lodging Units
Licensed Transient Lodging Units 2020 2021 % ∆
Hotel 6,267 6,261 -0.1
Motel 2,013 1,960 -2.6
Apartment/Vacation Rental 2,865 2,810 -1.9
Total Licensed Lodging Units 11,145 11,031 -1.0
Collier September 2021
* Source: Florida Department of Business and Professional Regulation (DBPR).
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Occupancy/Room Rates
Collier September 2021
Occ.58.3%43.3%57.9%‘20: +33.7%
‘19: -0.7%
ADR $140.60 $160.37 $201.32 ‘20: +25.5%
‘19: +43.2%
RevPAR $82.00 $69.44 $116.56 ‘20: +67.9%
‘19: +42.1%
2019 2020 2021 ∆from
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Collier Comp Set
September 2021
Occupancy ADR RevPAR
2021
% ∆
20-21
% ∆
19-21 2021
% ∆
20-21
% ∆
19-21 2021
% ∆
20-21
% ∆
19-21
Naples MSA 51.7%+34.2 +9.1 $202.54 +16.8 +28.9 $104.68 +56.7 +40.7
Naples Upscale 53.6%+30.5 -8.9 $269.70 +12.1 +34.7 $144.53 +46.4 +22.8
Miami-Hialeah 53.9%+48.5 -11.6 $171.31 +46.8 +28.2 $92.40 +117.9 +13.4
Florida Keys 61.6%+9.4 +26.0 $298.19 +40.0 +62.8 $183.57 +53.2 +105.2
Ft. Myers 56.4%+27.5 +14.7 $125.97 +11.3 +22.7 $71.08 +41.9 +40.8
Sarasota-Bradenton 55.5%+16.1 +15.2 $134.29 +21.3 +30.4 $74.57 +40.9 +50.2
Clearwater 60.5%+19.5 +2.1 $153.27 +25.7 +24.8 $92.74 +50.3 +27.4
St. Petersburg 55.6%+21.4 -3.2 $146.21 +19.7 +21.2 $81.35 +45.3 +17.3
Palm Beach County 50.7%+25.5 -11.1 $152.57 +19.7 +29.8 $77.39 +50.3 +15.3
Ft. Lauderdale 56.0%+21.9 -7.6 $129.51 +37.0 +25.5 $72.47 +67.1 +15.9
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Collier Comp Set –Occupancy (%)
September 2021
SOURCE: SMITH TRAVEL RESEARCH, INC.
Trans
% ∆
20-21
% ∆
19-21 Grp
% ∆
20-21
% ∆
19-21 Total
Naples MSA 38.9%+5.8 +31.1 12.8%+653.2 -27.4 51.7%
Miami-Hialeah 43.3%+38.7 -7.6 6.7%+178.2 -37.1 53.9%
Florida Keys 55.5%+3.4 +27.9 5.9%+138.5 +13.6 61.6%
Ft. Myers 48.2%+26.4 +21.3 5.5%-2.8 -28.1 56.4%
Sarasota-Bradenton 48.9%+17.6 +21.6 5.4%-9.6 -25.6 55.5%
Clearwater 51.5%+5.4 +15.6 9.0%+425.1 -38.9 60.5%
St. Petersburg 43.7%+5.9 +4.9 11.0%+176.4 -25.7 55.6%
Palm Beach County 42.2%+22.7 -0.7 7.8%+40.8 -40.0 50.7%
Ft. Lauderdale 46.8%+17.3 +0.1 7.3%+57.1 -27.9 56.0%
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Collier Comp Set –ADR ($)
September 2021
Trans
% ∆
20-21
% ∆
19-21 Grp
% ∆
20-21
% ∆
19-21 Total
Naples MSA $217.03 +23.4 +42.0 $158.62 +27.3 -3.7 $202.54
Miami-Hialeah $177.56 +45.4 +34.4 $170.01 +84.9 +11.7 $171.31
Florida Keys $303.52 +42.1 +66.4 $250.55 +22.8 +31.5 $298.19
Ft. Myers $129.82 +10.3 +29.9 $117.75 +37.0 +8.0 $125.97
Sarasota-Bradenton $136.40 +20.7 +33.7 $133.08 +37.1 +18.7 $134.29
Clearwater $156.44 +28.0 +29.2 $135.06 +18.7 +5.4 $153.27
St. Petersburg $152.04 +24.2 +24.7 $127.34 +5.6 +7.4 $146.21
Palm Beach County $152.61 +40.7 +37.6 $159.08 -36.1 +10.2 $152.57
Ft. Lauderdale $131.26 +33.5 +27.6 $130.61 +97.1 +17.0 $129.51
SOURCE: SMITH TRAVEL RESEARCH, INC.
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Airports of Deplanement (Top Six)
Collier September 2021
58.8
23.4
6.1
n/a 4.0 n/a
96.0
n/a 2.3 n/a n/a n/a
77.5
6.5 3.9 3.2 3.0 2.50
10
20
30
40
50
60
70
80
90
100
RSW Miami Ft.
Lauderdale
Punta Gorda Orlando Naples
%
2019 2020 2021
% of Visitors Who Fly
2019 55.2%
2020 12.5%
2021 37.5%
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Party Size/LOS
This September, visitor party size averaged 2.3
travelers who stayed for 3.4 nights in the Naples,
Marco Island, Everglades area (September 2020:
2.5 people; 3.2 nights --September 2019: 2.4
people; 3.5 nights).
Collier September 2021
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First Time Visitors (% Yes)
Collier September 2021
9.6 4.5
35.3
30.8
36.1
44.9%
30.8%
40.6%
0
10
20
30
40
50
2019 2020 2021
%
New Market Share Gain from FL
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Percent Group Business
Collier September 2021
24.3
4.9
17.9
0
10
20
30
Group
%
2019 2020 2021
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59.2 53.9 54.1
0
10
20
30
40
50
60
70
% YES
Area Information
Seen/Heard/Read
2019 2020 2021
59.9 61.5 60.5
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 September 2021
* Base: Saw/Heard/Read Information (% Yes)
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Information
Fully 96.0% consult the web for trip information,
with some 84.7% making bookings for their trip
online area (September 2020 Consult: 95.5%;
Book: 78.6% --September 2019 Consult:
94.8%; Book: 83.5%).
Collier September 2021
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Visitor Perceptions
Collier September 2021
•92.5%93.2%Satisfaction 93.8%
•92.3%97.4%Would Recommend 94.3%
•23.4%10.4%More Expensive 23.1%
•88.7%94.3%Plan to Return 92.5%
2019 2020 2021
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Average Age/Median Income
Collier September 2021
•47.0 45.3 Average Age (years) 46.0
•$152,708 $132,125 Median HH Income $136,087
2019 2020 2021
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Thank you!
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ADVERTISING REPORT
Paradise Advertising &
Marketing, Inc.
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FY 22 Marketing Plan Overview
FY22
Fall Media Campaign Overview
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Campaign Overviews
Always On Campaign: 11/15/21 -9/18/22
Will mirror seasonal campaign targeting in both Audience and Geographic Target
Markets, and will be always-on in all Florida target markets
Fall Campaign: 11/15-12/19/21
Targeted to Core Audience of Adults 25-64 with HHI of $175k+ (Millennials, Gen-X,
Baby Boomers) with focus on Couples
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Fall Markets
Out of State
●Chicago●New York●Boston●Detroit●Philadelphia●Minneapolis●Atlanta●Charlotte
In State
●Miami/Ft.Lauderdale●Tampa/St.Petersburg●West Palm Beach●Orlando●Jacksonville
The Out of State Markets for Fall were chosen because they have shown top visitation during Fall
2019 and 2020, and have historically shown a propensity to a higher in-market revenue yield.
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Media Strategy
A clear trend that has emerged and established itself throughout the past year will be a focus in the Fall Campaign:the
rediscovery of the joys of the road trip.
-During the pandemic, two-thirds of American travelers took a road trip and took 2.5 trips as an average. -Over 62% of those agreed that this type of travel reminded them how much fun road trips can be.-According to recent Expedia research, Naples is one of the top destinations for road trips
We will target roadtrippers through digital and mobile targeting and other opportunities to reach them prior to and (to a
lesser extent) during their road trip.
Unlike the sentiment seen when first getting back to travel in late 2020 where people felt safer visiting places they have been
before; people are now yearning for new experiences. Three-quarters of travelers are likely to select a destination they have
never been to before.
With so many travelers looking for their next great vacation or short getaway, and other destinations putting robust campaigns
into the market, the competition will be fierce.
The media approach will put an emphasis on conquest targeting the competitive set,reaching travel planners as they are
researching and considering competitors
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Consumer Funnel
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Always On Campaign
To sustain the momentum that has grown throughout the strong rebound of Collier County’s
tourism efforts, an always-on campaign will run throughout the entire fiscal year.
Paid Social Media influences travel throughout the planning process. It is important to have a
consistent presence there to inspire, educate, and drive to the website for more information.
Social media platforms such as Facebook and Instagram can help pull consumers along the
planning journey in an authentic way.
A strategy will also be put in place to grow followers throughout the year.
Our Paid Social Media for FY22 will include Facebook, Instagram, and Pinterest
Paid Search is key to being present in the moments where the target
audience is searching for more information. We will employ a brand
and descriptive keyword strategy, along with competitive keywords
when they are searching for other similar destinations. Our paid search
is executed through Google Ads.
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Always On Campaign
Visit Florida 2022 Annual Visitor Guide
Double page spread with brand ad adjacent to advertorial
Editorial theme will focus on 5 travel personas
Included in print and digital guide
Guide is sent to all requesting by site, email or phone
Distribution at FL Welcome Centers & Turnpike Service Plazas, VF Partners, Chambers and
local Visitor Centers
Select AAA offices and consumer travel shows around the country
Digital Guide estimated 250K impressions
Print estimated 300K
Publishes 12/30/21
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Leisure -Domestic & In-State
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Fall Digital
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Digital
Expedia
Targeting:Shoppers for Naples/Marco who didn't book, conquest targeting those
looking for other destinations, and planning travel in Nov-Dec.
TripAdvisor
Targeting:Luxury, Romance/Couples, Outdoor/Nature and Roadtripper audience
segments with competitive conquest targeting
Kayak (NEW!)
Targeting:Affluent travel intenders looking for trips in Nov-Dec who fall into
roadtripper travel segment with display. Retargeting them after they go offsite
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Digital
Adara (NEW REPORTING!)
Targeting: affluent high value leisure travelers; intenders and past shoppers; competitive conquesting; fly
and drive markets
Post campaign, we will receive economic impact reporting to show ROI and dollars spent in destination
Division D
Mail Domain Targeting:display and video campaign targeting those who have signed
up for competitor’s and road trip enewsletters
Keyword Search Target: display campaign targeting those who are actively searching for keywords related
to road trips, FL beach travel and competitive terms
Retargeting: display and video campaign serving an ad to those who have visited the website
Placements will be native, video, banners, and social display banners
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Mobile Campaign
Kargo (NEW!)
High impact rich media mobile campaign with Flipbook and Breakaway ad units (see examples)
Contextual targeting on premium publisher list, keyword targeting to roadtrips, eco, nature,
luxury, etc.
Emotional targeting to positive and inspirational content to reach people in good state of mind
Examples shown are representative and will allow campaign to showcase the different facets of
the destination such as eco, culinary, arts/culture, etc.
Breakaway
Unit
Flipbook Ad
Unit
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Email Marketing Campaign
Dig Dev
2 email sends, and retargeting those consumers with banner ads
Targeting to Age 25-64, HHI $175K+
With interests in Outdoor/Nature Adventure/Eco-Tourism, Roadtrippers, Beach, Luxury Travel, Culinary
Two sends:
November to out of state markets:
Chicago, New York, Boston, Detroit, Philadelphia, Minneapolis, Atlanta, Charlotte
December to in-state markets:
Tampa/St. Pete, Orlando, Jax, West Palm, Miami/Ft. Lauderdale
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Television/Streaming
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Streaming/Audio/Broadcast
VISIT FLORIDA Domestic EDA Coop
Digital streaming campaign on Hulu, Samsung TV Plus, Amazon OTT and other CTV services
Geos (excludes FL): GA, AL, TN, MS, AR, SC, KY, NC, LA, Houston, St. Louis (Major cities ATL, Boston,
Chi, NYC, Phil, DC)
Pandora/Podcasts
SXM/Pandora Campaign split evenly between Music and Podcasts to capture roadtrippers.
Podcasts targeted to audience segments A25-54 interested in travel with HHI $100K+, in categories
of Food & Drink, Arts/Ent, Outdoors, Travel & Honeymoons
Music targeted to A25-54 with HHI $100K+ and activity targeting of wind down, beach and
frequent travelers
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Streaming/Audio/Broadcast
Q1 Media (NEW!)
TV commercial to run through streaming campaign with exciting
targeting and reporting capabilities
We will target those live in our geo targets, AND who have visited
any of our comp destinations in the fall of the past 2 years
Will also have attribution to those who have seen the
commercials and have visited ParadiseCoast.com
Includes foot traffic attribution to measure device visits to the
destination after being exposed to the ad
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Streaming/Audio/Broadcast
NPR Florida Roundup (NEW!)
Public affairs program with live hosts in Jacksonville and Miami, talking to notable guests and taking
questions from statewide callers
Airs live on Fridays from 12n-1pm on 7 NPR stations across the state
Will run in key markets of Orlando, Miami, Jacksonville, Tampa/St. Pete, Tallahassee, Gainesville,
West Palm, Ft Pierce/Stuart
Sponsorship includes 4x :15 spots in each show in every market, with sponsor tags on 30 sec
promos identifying Paradise Coast as a sponsor, digital banners on each station's website, and
sponsor acknowledgement on the podcast.
Will run 5 weeks in Fall, 9 weeks in Winter campaign
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Out of Home
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Out of Home
Digital OOH Campaign for 5 weeks following I-75 from Atlanta down to Tampa Bay
Total of 6 boards on I-75
-South Atlanta-Macon at I-75/475 split-Tifton Exit 63B-Ocala-Wesley Chapel -Brandon
Generating awareness and inspiration
as travelers venture on their holiday
road trips
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Thank you
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PUBLIC RELATIONS REPORT
Lou Hammond & Associates
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National Public Relations Update
TDC Meeting
Services conducted in
September 2021
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Media Highlights
LHG & CVB PR EFFORTS –September 2021
Media Impressions: 5,023,664
Media Value: $28,886
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Media Highlights
9.A.1.a
Packet Pg. 106 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Projects/Media Outreach
Major Pitch Points
Agency promoted the following topics:
Sustainability Travel
Only Paradise Will do
Birdwatching Travel
Best Places to Go in December/January
Stone Crab Season/National Seafood Month
Warm Weather Destinations
Family-Friendly Travel
Pet Friendly Hotels
Press Materials
Agency reviewed What’s New release and shared feedback with Client;
Agency to pitch final release to targeted national and regional media in
mid-October.
9.A.1.a
Packet Pg. 107 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Projects/Media Outreach
IPW Conference –Sept.19-22
Agency participated in the U.S.Travel Association’s IPW Conference in Las
Vegas,executing 20+media appointments on behalf of the destination,
gaining valuable insight in the travel industry and forging relationships to
build enthusiasm for the destination.
LHG to continue media conversations to plan 2022 story and visit
opportunities.
Insurance &Financial Meetings Management Opportunity
As a result of a media appointment at IPW,secured a media lead from the
trade outlet seeking a planner that had booked a meeting in 2021 in the
destination for the reason that it has outdoor activities/attractions.The
proposed planner did not respond to requests to speak on the destination’s
behalf.
Partner Newsletter
Agency assisted in creation of September CoastLines Newsletter and
deployed to partners on September 21.
9.A.1.a
Packet Pg. 108 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Projects/Media Outreach
Vetting: Influencer Requests
Agency identified and made recommendations on hosting influencers by
investigating their demographics, aesthetic, engagement, etc. to
determine if it was going to provide value to the destination.
Wayne Filowitz -WRPB Studios You Tube
Agency advised to not purse opportunity and handled polite decline.
@MiamiTuristico –Valeria Claiman
LHG initially vetted and shared feedback with client; the team has
reached out to learn more about her expectations in exchange for
coverage.
9.A.1.a
Packet Pg. 109 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Partner Communications
FY 2022 Planning
Agency participated in a FY 2022 planning call with Paradise
Advertising and partner presentation, to begin developing 2022
PR tactics by target audience.
Partner Engagement
Agency coordinated with CVB and created an iDSS account in
efforts to improve partner communication and stay up-to-date on
businesses’ new offerings.
9.A.1.a
Packet Pg. 110 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Looking Ahead
Media Visits
Freelance Journalist Vanessa Infanzon
Travel Blogger Jennifer Brommer
Freelance Journalist Cortney Fries
Freelance Journalist Caroline Eubanks
Projects
FY2022 Planning -PR Tactics
February 2022 Chicago Takeover
October Newsletter
Utilize Influencers
9.A.1.a
Packet Pg. 111 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Thank you!
Proud to be your Partner in Paradise!
9.A.1.a
Packet Pg. 112 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Paradise Advertising
Digital & Social Media
9.A.1.a
Packet Pg. 113 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
In September we were only running in the Florida markets with 2
vendors, wrapping up the Spring/Summer campaign. All other
campaigns were ended,with the exception of Weddings.
OVERALL DISPLAY
Overall between 8/1 and 8/17 we served 349,273 display
impressions and delivered 927 clicks,with a CTR of .27%.
OVERALL VIDEO
There were 60,942 completed video views with a VCR of 73.3%.While
that is considerably lower than previously months, that is due to no
OTT/streaming running. All video was on desktop/phone/tablet
platforms.
Top performing DISPLAY vendor in the Spring/Summer Campaign:
-DigDev with a .31%(retargeting banners to those who received
the targeting eblast)
Top performing VIDEO vendors in the Spring/Summer Campaign:
•Division D w it h a 73.1%
•WEDDINGS campaign's only current digital partner,Wedding Trade
Desk,continues to be extremely strong with a 4.71%CTR
TOTAL MEDIA IMPRESSIONS
Last M ont h (Sep 1 -30)c
349.3k
▼94%
Compare period:6,146.1k
TOTAL VCR
Last Month (Sep 1 -30)c
73.3%
▼14%
Compare period:85.2%
Benchmarks
CTR:.08%
VCR:70%
TOTAL MEDIA SPEND
Last M ont h (Sep 1 -30)c
$11.7k
▼92%
Compare period:$140.8k
TOTAL CTR
Last Month (Sep 1 -30)c
0.27%
▼26%
Compare period:0.36%
Digital M edia Perf orm anc e -Met ric s K last update Oct 11,2021 at 02:38 PM 3
9.A.1.a
Packet Pg. 114 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
Top Banner creative across all cam paigns w as
once again Vaccinated Seniors with an extremely
strong .82 % CTR from the Spring/Summer
campaign.
Top Sping/Summer Video creative was again
Only Paradise Will Do Eco w it h a 76.2%.
Digital M edia Perf orm anc e -Creative K last update Jun 7,2021 at 06:06 PM 3
9.A.1.a
Packet Pg. 115 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
IMPRESSIONS387.5k Last Month (Sep 1 -30)c
▼73%
Com pare period:1,461.5k
Sep 1 Sep 4 Sep 7 Sep 25 Sep 28
0
25k
50k
75k
100k
Sep 10 Sep 13
II Impressions (QB)
Sep 16 Sep 19 Sep 22
II Previous (Aug 1 -31)
In the month of September,Agency completed the Spring/Summer,Weddings focused,and
LGBTQ focused campaigns to end FY21.
Overall,there were decreases across metrics largely due to the ending of campaigns and FY21.
•387,500 million Impressions,a 73%decrease from August.
•9,842 Clicks,a 63%decrease from the previous month.
•With the drop in Clicks, there were slight drops in CTRs across all Tra c driving campaigns.
The LGBTQ campaign continued to perfrom very strong although seeing a 15% decrease,
resulting in a 9.3%CTR.The Weddings campaign also saw a 7%decrease,resulting in a 1.53%
CTR. The Spring/Summer campaign saw the largest decrease being 19%, resulting in a 2.51%
CTR, down from 3.11% in the previous month. Although the Tra c driving campaigns saw
decreases in the month, these all performed above the Travel industry benchmark of 0.9% on
Facebook.
CTR (LINK CLICK-THROUGH RATE)BY CAMPAIGN
Campaign Last Month Δ
CCT 0209 FY21 LGBTQ Tra c (23847010194300191)9.30%▼15%
CCT 0362 FY21 Spring/Summer Tra c (23847235797970191)2.51%▼19%
CCT 0362 FY21 Spring/Summer Engagement (23847065638440191)2.06%▲19%
CCT 0482 FY21 Weddings Tra c (23847351853910191)1.53%▼7%
CCT 0209 FY21 LGBTQ Engagem ent (23846900574830191)0.95%▲84%
CCT 0482 FY21 Weddings Engagem ent (23847351660370191)0 95%▲52%
Last Month (Sep 1 -30)cLINKCLICKS9,842 Last Mont h (Sep 1 -30)c
▼63%
Com pare period:26,830
Sep 4 Sep 7 Sep 22 Sep 25 Sep 28
0
Sep 1
500
1,000
2k
Sep 10 Sep 13
II Clicks (All)
Sep 16 Sep 19
II Previous (Aug 1 -
31)
Facebook Ads -M etrics K last update Oct 11,2021 at 01:49 PM 3
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Packet Pg. 116 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
92,770
POST ENGAGEMENT
Last M ont h (Sep 1 -30)c
▼83%
Compare period:552,281
Sep 29
0
Sep 1
50k
40k
30k
20k
10k
Sep 8 Sep 15 Sep 22
ll Po st Engagement ll Previous (Aug 1 -31)
Spring/Summer:
Engagem ent -Beach photo
targeting Resilient audience
(Make Up For Everything video
was best performing
Engagement video, targeting
Reluctant audience)
Traf i c -Beach video retargeting
Resilient audience
NOTE FROM OCT 5 9:17 PM
Facebook Ads -Creat ive K last update Oct 11,2021 at 10:42 AM 3
9.A.1.a
Packet Pg. 117 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
#NAME IMPR.CTR
/ CCT Spring Summer FY21
0363 52,272
2 Weddings FY21 1349 4,300
3 CCT LGBTQ FY21 0208 42,190
4 CCT Meetings and Sports 0079 108.8k
10.8
4.84
1.17
0.62
CAMPAIGNS OVERVIEW
Last M ont h (Sep 1 -30)cAVG.CPC
Last M ont h (Sep 1 -30)c
$0.61
▼16%
Compare period:$0.73
IMPRESSIONS207.5kLast Month (Sep 1 -30)c
▼61%
Com pare period:531.5k
Sep 4 Sep 7 Sep 25 Sep 28
0
Sep 1
10k
20k
30k
Sep 10 Sep 13
II Impressions
Sep 16 Sep 19 Sep 22
II Previous (Aug 1 -31)
6,942
CLICKS
Last M ont h (Sep 1 -30)c
▼40%
Compare period:11,650
Sep 29
0
Sep 1
200
400
600
Sep 8 Sep 15 Sep 22
II Clicks II Previous (Aug 1 -31)
IMPRESSION BY CAMPAIGN
Last M ont h (Sep 1 -30)c
CCT Meeti…
52.4%
CCT Spri…
25.2%
Weddings FY21 1349
2.1%
CCT LGB…
20.3%207.5k
Total
Paid Search -Google K last update Oct 11,2021 at 02:48 PM 3
9.A.1.a
Packet Pg. 118 Attachment: MARKETING PARTNER RPT Oct 21 PART 1 (20418 : Marketing Partner Report
10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.B.1
Item Summary: Marketing Partner Report Part 2
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/18/2021 9:34 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/18/2021 9:34 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/18/2021 9:34 AM
Tourism Paul Beirnes Director Completed 10/18/2021 9:35 AM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:54 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 8:40 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
9.B.1
Packet Pg. 119
MARKETING PARTNER REPORTS
PART II
9.B.1.a
Packet Pg. 120 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
TOURIST TAX COLLECTIONS
Collier County Tax Collector
9.B.1.a
Packet Pg. 121 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
9.B.1.a
Packet Pg. 122 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
9.B.1.a
Packet Pg. 123 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
9.B.1.a
Packet Pg. 124 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
9.B.1.a
Packet Pg. 125 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
WEB SITE ANALYTICS
Miles Partners, Inc.
9.B.1.a
Packet Pg. 126 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
ParadiseCoast.comMonthly Report
September 2021
Naples, Marco Island & the Everglades CVB
9.B.1.a
Packet Pg. 127 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Agenda
September 2021 Web Report
1.Website Performance
2.Personalization Performance
3.Recommendations
9.B.1.a
Packet Pg. 128 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
September Site Performance
9.B.1.a
Packet Pg. 129 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Website Visits Over Time
*Corrected: sessions removed from Romania, Ukraine,
Albania, Poland, Hungary, India, Bulgaria, Portugal
180,699*
9.B.1.a
Packet Pg. 130 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
September Website Visits By Day
9.B.1.a
Packet Pg. 131 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Overall Performance
2021 2020 2019
●Visits:106,689 +1% +52%
●Pageviews:172,671 +5%+39%
●Pages/Visit:1.6 +4% -9%
●Time on Site:1:05 -2% -20%
●Bounce Rate: 69%+3% +6%
●Homepage BR: 68%+10% -1%
Activity & Engagement (YOY Comparison)
0
20000
40000
60000
80000
100000
120000
September
2019
September
2020
September
2021
TOTAL VISITS YOY COMPARISON
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Packet Pg. 132 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Organic Performance
2021 2020 2019
●% of Total Visits: 51%+34% +4%
●Visits:54,730 +35% +59%
●Bounce Rate:56%+9% +4%
Organic Activity & Engagement (YOY)
0
10000
20000
30000
40000
50000
60000
September
2019
September
2020
September
2021
ORGANIC VISITS YOY
COMPARISON
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Packet Pg. 133 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Signals of Intent to Travel (SITs)
Goal Completions (YOY Comparison)2021 2020 2019
●Guide Order Form Submissions: 507 +27%-3%
●Newsletter Signups:172 -26%+1%
●Deals Pageviews:1,325 -28% -40%
●Hotels & Rentals Listings Pageviews:1,772 -24% -10%
●eBook Views:199 +81%+27%
9.B.1.a
Packet Pg. 134 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Top Pages
Across All Traffic Types
1.Explore Naples Safely landing page 11,699 views
2.Homepage 8,959 views
3.LGBTQ+ landing page 7,045 views
4.Events landing page 6,290 views
5.Restaurant Week event page 5,504
views
6.Dining landing page 4,492 views
7.Marco Island landing page 4,242 views
8.Outdoors landing page 3,996 views
9.eNews signup page 3,000 views
10.Discover Marco article page 2,572 views
9.B.1.a
Packet Pg. 135 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Top Geo Markets
o Top State Markets:
•Florida
•North Carolina
•Virginia
•Kansas
•Maryland
o Top Cities:
•Naples-Fort Myers
•Washington, DC
•Miami-Fort Lauderdale
•Orlando
•Tampa-St. Pete
9.B.1.a
Packet Pg. 136 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Non-English Activity & Engagement
•PORTUGUESE:
Visits:207 -4%
Time on Site:1:23 +11%
Bounce Rate: 67%-9%
•SPANISH:
Visits:2,358 N/A
Time on Site:1:04 N/A
Bounce Rate:68%N/A
•GERMAN:
Visits: 748
+102%
Time on Site:0:55 -37%
Bounce Rate:68%-8%
Non-English Sites (YOY Comparison)
9.B.1.a
Packet Pg. 137 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Book Direct Performance
o BookDirect Widget Searches: 1,016 615
o BookDirect Click-Thrus (Referrals to Properties):794 667
o Average Time Spent on Results Page (All Devices): 4.9 min 1.4 min
o Bounce Rate (BR): 36%75%
o Search-to-Referral Ratio:
Overall:78%108%
Desktop:175%215%
Mobile:26%37%
Activity & Engagement (YOY 2021/2019)SEP 2021 SEP 2019
9.B.1.a
Packet Pg. 138 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Content Recommendations
●“Ten Thousand Islands” receives 2,900
searches per month, but content related
solely to fishing in this area ranks 15th.
New content about the Ten Thousand
Island can be a broader overview
featuring tips and other tactical info.
●“Campgrounds Naples Florida”has 1,600
searches, but a listing ranks in the top 50.
Create an overview of state parks with
overnight camping, glamping options and
RV parks for camping; promote via
outdoors LP and personalized content
targeting drive markets.
●In-depth seasonal events content:The
event listing for Restaurant Weeks was
among the top ten and had high
engagement. Consider creating in-depth
content on a popular event that expands
on its listing. With the holidays
approaching, a round-up of holiday boat
parades or overview of Christmas on
Third could be created and promoted.
●Refresh personalized homepage hero
panels (namely, the lower-performing
content) with new imagery, messaging
and/or calls to action. Promote deeper
content here, and/or test it against
broader subjects (i.e., Things to Do LP vs.
Top Sunset Spots). Consider bringing
back Events for local audience.
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Packet Pg. 139 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Personalization & Optimization
9.B.1.a
Packet Pg. 140 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Personalization & Optimization
Segment Impressions CTR %
Local 1,386 0.43%
Drive 2,099 1.05%
Atlanta 414 1.42%
NYC 546 2.75%
NE General 988 1.52%
Chicago 313 0.32%
MW General 394 1.02%
Segment Impressions CTR %
Other 2,432 2.51%
UK 113 0.88%
PT-BR 14 0%
DE 41 2.44%
SPA 136 0%
eNews fly-in 26,970 8.19%
Guide modal 23,937 1.5%
9.B.1.a
Packet Pg. 141 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Personalization & Optimization
PC = Personalized Content
Pages Per Visit
o Didn’t see PC: 1.1
o Saw PC: 2.2 +37%
o Clicked PC: 4.8 +198%
August Engagement
Average Time Spent
o Didn’t see PC: 0:25
o Saw PC: 1:56 +77%
o Clicked PC: 4:28 +308%
Bounce Rate
o Didn’t see PC: 83%
o Saw PC: 52% -25%
o Clicked PC: N/A
9.B.1.a
Packet Pg. 142 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Key Takeaways
Conclusions & Takeaways
●With 106,689 visits, YoY traffic was static in
September, and it grew by more than 50% over
September of 2019.
●Organic traffic continued its growth trajectory, rising
35% over September 2020 and 4% over September
2019, while organic engagement was static.
●Reflecting a shift in strategy, campaign traffic dropped
7% YoY, but the significant volume of campaign visits
still had a negative effect on engagement.
●Guide orders and eBook views grew significantly, but
other SITS dropped; we will continue to monitor these
as we consider new strategies to bolster these metrics.
9.B.1.a
Packet Pg. 143 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Collier County Museums
Visitation Reports
9.B.1.a
Packet Pg. 144 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
September Visitation
2021
9.B.1.a
Packet Pg. 145 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
2,736 TOTAL VISITORS IN SEPTEMBER
September 2020 September 2021
Collier Museum at Government
Center 316 373
Naples Depot Museum 700 990
Marco Island Historical
Museum 731 818
Museum Of The Everglades 615 440
Immokalee Pioneer Museum at
Roberts Ranch 68 115
TOTAL 2,430 2,736
9.B.1.a
Packet Pg. 146 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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. 147 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
Where are you from?
9.B.1.a
Packet Pg. 148 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
How did you hear about us?
9.B.1.a
Packet Pg. 149 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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.
So much to learn! Will be back!
Well designed, informative, interesting
I would recommend. This museum went well
beyond my expectations. Very well done! Also,
everyone was very friendly
History of the area beginnings.
Highly recommend ~ History is wonderful
Hidden treasure of history
Beautiful
9.B.1.a
Packet Pg. 150 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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.
I love it,
Fascinating museum -really educational
Yes, I would highly recommend the historical
museum-very interesting and I learned a lot
Great history lessons and wonderful displays
It’s the best in collier
It is a very interesting and family friendly
environment
I would recommend this museum because it is
very educational.
I would recommend it as perfect for school field
trips due to its education.
9.B.1.a
Packet Pg. 151 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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 4.81 0.55 0.31 79
4.81 of 5.0 Satisfaction
9.B.1.a
Packet Pg. 152 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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 4.82 0.57 0.32 79
4.82 of 5.0 Satisfaction
9.B.1.a
Packet Pg. 153 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
How likely are you to recommend this Museum to a friend or
colleague?
9.B.1.a
Packet Pg. 154 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
CURRENT
EXHIBITS
9.B.1.a
Packet Pg. 155 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
October 12 –January 22, 2022
Marco Island Historical Museum
PICTURE PERFECT: MARCO ISLAND IN
POSTCARDS
9.B.1.a
Packet Pg. 156 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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. 157 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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. 158 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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. 159 Attachment: MARKETING PARTNER RPT Oct 21 PART 2 (20419 : Marketing Partner Report
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
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THANK YOU
Questions?
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10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 11.A
Item Summary: Tourism Staff Reports
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/12/2021 11:27 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/12/2021 11:27 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/12/2021 11:28 AM
Corporate Business Operations Jennifer Reynolds Additional Reviewer Completed 10/12/2021 1:24 PM
Tourism Paul Beirnes Director Completed 10/12/2021 1:30 PM
County Manager's Office Sean Callahan Executive Director Completed 10/18/2021 9:58 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/19/2021 8:41 AM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
11.A
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Paul Beirnes DIRECTOR ACTIVITIES – Paul Beirnes – Sept 1 - 30, 2021
TASK
2020 2021
Strategic Planning Projects - 21
Collateral Development - 13
Staff Planning & Development - 25
New Projects - 10
Current and Upcoming Significant Strategic Initiatives
Marketing and Media Plan next steps: Extensive meetings have taken place over the past few weeks and
will continue as the CVB and Paradise Advertising craft the FY’22 Marketing Media plan to strategically pace
and carry the destination communications over the course of the year ahead. As outlined in the Marketing
Plan presentation, while the organization will remain nimble and strategically focused, the team are now
implementing the tactical framework necessary that will carry our strategic efforts into the Fall and Winter.
The BCC requested the presentation and update of the Marketing Plan to the commissioners on Oct 12.
New Research company – Downes & St Germaine: The October TDC meeting will mark the final
presentation made by the current Research Data Services team. Beginning with the November TDC meeting
Downes and St Germaine will be presenting the research component of the monthly meeting. In the coming
weeks we will be strategically focused on ensuring all of the data reported is a seamless transition
Brand USA UK & World Travel Market (WTM) UK: The CVB’s destination representatives will actively
represent the destination at the upcoming Oct 25th Brand USA conference in London as well as WTM on Nov
1st. While historically the destination has had an extensive presence and footprint at these events, we feel
that we will have an adequate and strategically measured presence given the pent up demand within these
international markets without financially extending ourselves by executing a larger presence or the
attendance of core CVB leadership team members.
Incremental Air Service: Since the announcement that international borders would reopen beginning
sometime in November, has resulted in rapid conversations and negotiations between RSW airport and
multiple European air carriers. This is a tremendous shot in the arm for FY’22 rebound. In addition, it
appears that the surge in demand to travel is showing that the traditional European seasonality could very
well extend well into the traditional shoulder seasons and thus provide a tremendous windfall for visitation
through FY’22
Monthly Activities
Trade Shows / Tourism Industry Conferences
• Attended the Visit Florida Governor’s Conference in Ft Lauderdale where the organization received
the coveted Henry Flagler Award for Tourism Advocacy representing the local COVID-a9 local
recovery efforts as well as two Bronze awards for media campaigns (Nice Advertising and Print
Advertising) – Sept 8-10
• Attended IPW Conference in Las Vegas Sept 18 - 23
Tourism Industry & Intra-Division Meetings
• Monthly team meeting with Sports Force Inc
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• 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
• Attend planning meeting with UK trade representative Ommac
Staffing / Development
• 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
Strategic Implementation
• Attended the September FRLA Board Meeting
• Presentation of the FY 22 Marketing Plan to the Sept TDC meeting
• Significant amount of concentrated effort surrounding the completion of the FY21 fiscal year and
ensuring all invoices are submitted on time from vendors and agencies
• Worked with Business support to ensure proper carry forward and establishment of purchase order
processes in place for FY’22
• Worked extensively with the organizers of the upcoming ProWatercross event and the Parks & Rec
division to resolve a potential booking conflict that occurred causing impaired operation of
Watercross event
• Aligned with all offices, agencies and reps globally to ensure an accurate year end inventor of assets
was submitted by year end
Marketing / Public Relations/Communications / Sales
• Attended the 2021 Realtor Association Economic Summit to discuss the integration between Realtor
Association and the tourism industry
• Keynote speaker for the September Naples Association Board of Realtors meeting
• Met with the executive leadership team for the Seafair Yacht initiative coming to the destination in
November 2022
• Over the course of the month, conducted a series of media interviews with WINK News, Spotlight
Magazine & two segments with Naples Daily News
• Met with the leadership team at Florida Wildlife Corridor to discuss commitment to eco spaces in
the region
• Aligned with incoming Research Vendor Downes & St Germaine in order to ensure seamless
transition in October and implementation of an improved and elevated Visitor intercept and
tracking questionnaire
• Extensive meetings and discussions between RSW leadership team, Lee County VCB and Airlines
related to upcoming service expansion with Alaska Airlines, United Airlines and Eurowings
• Negotiations with CHUBB Classic on the strategic needs associated with the FY’22 event partnership
and media integration
• Bi- weekly PR agency meeting
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• 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
• 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
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GROUP MEETING SALES REPORT
Lisa Chamberlain, CMP – Group Sales Manager
Reporting Period: September 1 – 30, 2021
2020 2021
Number of Meeting Planner Contacts
Position Vacant 91
Number of RFP leads sent to hotel partners
Position vacant
Leads slowed down due to
Coronavirus 19
47 leads sent
24,000 potential room nights
$15,796,800.96 Estimated Economic
Impact
Number of Groups booked
Position vacant 5 groups booked
Total Room Nights/Econ. Impact for Period
booked
$901,454 direct spending EI;
1396 total room nights booked
Number of RFP Enhancement (RFPE)
Requests
0 1 Associated Builders and
Contractors of Florida July
2022
Number of RFPE’s to Contract
0 1 Resideo Technologies Jan 2023
Client Site Visits & FAM’S
0 Clients unable to travel
Position vacant
Orion Ascent 2023 Site JW
Marriott/Hilton/Marco Ocean and 2 golf
courses
Chopra Seven Spiritual Laws Conference
JW Marriott
Hotel Partner Site Visits 0 1 Victoria Walther Innovation Hotel
Number of Shows Attended Position Vacant 2: Connect Corporate 2021 Tampa
Governors Conference on Tourism 2021
Fort Lauderdale
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 provided attendees with a variety of business development opportunities. Connect Meetings provides
five separate ‘tracks’ for attendees to focus on their respective targeted markets, and I attended the Corporate
Track.
Visit Florida’s Governors’ Conference on Tourism Sept 8 – 10, 2021 Fort Lauderdale
Governor’s Conference on Tourism included educational breakout content for the group meetings sector
and we were delighted to receive a Henry Award for Tourism Advocacy. This award was especially
significant due to Jack Wert’s passion and expertise in our industry and he was recognized and celebrated by
his peers and industry prior to his retirement this month.
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SALES ACTIVITIES
Connecting with and assisting meeting planners who have submitted RFPs. (47 leads this month vs 58 last month)
• 8/30 – 9/2: Attended CONNECT Marketplace – Corporate Track in Tampa 34 one on one appointments
• 9/8 -10: Attended Governor’s Conference on Tourism in Hollywood, FL 4/5
• 9/13 Working with JW Marriott reps on 2 RFPEs NEXTSTAR with Kathy Sherrard and Sue Rugala
• 9/14: Discussion with Bruce Lacey Lamont Associates for their December partner events
• 9/14: Demonstration / Consultation ZOOM meeting with Threshold360 representative Brody Enwright
• 9/15: Midwest update with Maura Zhang
• 9/16: FY ’22 Strategic Marketing Plan Presentation
• 9/16: PCMA Spotlight Webinar – Insights from the Event Industry – safety protocols
• 9/17: Smart Meetings registration for upcoming appointment show in October
• 9/20: Review of Group Meetings Website with Buzzy Ford to discuss future updates
• 9/21: CVENT Webinar on their new Planner Navigator feature to help ‘Find the Right Business’
• 9/22: Webinar with planner professionals “Rx for Incentive Travel Programs”
• 9/23: Planning meeting with Innovation Hotel for upcoming MPI SF Medical Meetings Educational
Session / Planner Event in November
• 9/27: Attended Strategic Marketing Plan presentation to TDC at BCC Chambers
• 9/27: Orion Ascent 2023 client site visit at JW Marriott Marco Island to discuss large ‘destination-wide’
opportunity and conducted overflow site visits to possible overflow hotels and golf course options
• 9/28: Working with The Ritz-Carlton Resorts of Naples on a silent auction item for the upcoming FICP
Financial and Insurance Conference Planners event in November.
• 9/28: Preparation for FSAE EXPO in Tallahassee Oct 5 – 7
• 9/29: Meeting with new team for Seafair Yachts regarding new vessel to be unveiled end of 2022
• 9/29: IRF Webinar: ‘Revisiting Buyer Decision Drivers, Changes in Confidence and Concerns in the Last 6
Months’
• 9/29: Retirement Recognition for Jack Wert
• 9/30: Planning meeting with Paradise Advertising Team to discuss future Group/Meetings Content
Calendar Topic review and strategies
• 9/30: Joined Jack Wert for his formal Welcome to Rotary 6990 Conference at Naples Grande – been
working with Art McQueen and their planning committee as part of our support
OBSERVATIONS/TRENDS
Although our destination is reporting strong numbers, the general consensus is that this wave may be
experiencing some early signs of pause. Despite witnessing a recent uptick in the number of RFP leads
received, and hearing optimistic feedback from meeting professionals just a few weeks ago, we have already
started to see the shift in sentiment with numerous cancellations of RFP searches and meetings. Many
indicate that they are ‘on pause’ until they know a bit more on the effect of the COVID Delta strain of
COVID. For example, we received 47 leads this month; 57 last month and an unusually high amount of 107
RFPs in July.
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There were two significant group meeting cancellations for November and hotels are actively attempting to
place them to return in future years. One of our planner partners that host high end events for their clients
in 3 separate major cities (ATL, Chicago and Dallas) each December announced they were cancelling their
December client events. We were deep into discussions with the South Florida chapter of MPI to sponsor
and bring key medical meeting planner professionals to Innovation Hotel and Arthrex Complex for an
educational event in November. The MPI Board Committee decided to postpone this event based upon
feedback and advice from several medical clientele.
We had several of our team members attend Connect Marketplace in Tampa recently. The Connect
Marketplace is one of the premier events for the meeting events industry, and the majority of the meeting
professionals that we interacted with shared that although optimistic, they are ‘tapping the brakes’ on the
decisions for many of their upcoming searches.
Maura Zhang, the CVB’s Midwest representative, attended the SITE Classic/Meet Well in early September,
and the ConferenceDirect Annual Partner Meeting that was relocated from New Orleans to Orlando due to
recent Hurricane Ida Impacts. Maura reports that her client meetings at these events echoed this sentiment.
Planners have come to expect the unexpected and that the predictability of future is ever-changing.
Collection of client feedback is critical in evaluating the landscape ahead.
UPCOMING STRATEGIC INITIATIVES
We will continue to evaluate upcoming conference and travel options to be strategic in our focus on target
markets. We are excited to attend key upcoming events such as FSAE Annual Education EXPO Trade Show in
Tallahassee October 5-7 and SMART Meetings in Palm Beach October 19-22, 2021. Our Midwest representative
will join Visit Florida in their booth at the upcoming IMEX Show in November.
Working with Paradise Advertising on social media content for LinkedIn posts and highlighting relevant
educational content in my monthly posting. We met to determine strategy and messaging for monthly Meetings
eScapes communications targeting various markets. We will continue to provide easy accessibility to safety
protocols and messaging, with our Paradise Pledge.
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.
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GROUP MEETING SALES REPORT
Synergy-Connect Midwest Reps
Aileen Laracuente, Director of Sales Midwest
September 1-30, 2021
2020 2021
Number of Meeting Planner Contacts 41 80
Number of RFP leads sent 5 9
Number of Groups booked 3
Total Room Nights/Econ. Impact for Period booked 237 Room nights / $33,862.02
Number of RFP Enhancement (RFPE) Requests
Number of RFP’s to Contract
Site Visits & FAMS 1
Number of Shows Attended 1 Virtual 4 in-person
RFPs
Event Name Organization Contact State Event Date Total
Room
Nights
1 Hubbell Inc. Executive Summit 2022 Hubbell Incorporated Danise Brownlee NE Apr, 2022 500
2 Tour DeLux Rally Naples Maritz Lisa Bell FL Feb, 2022 15
3 February 2022 DM Live HPN Global Brynn Mehrkens MN Feb, 2022 319
4 2023 NYS PHCC HelmsBriscoe Tanya Baker OH Apr, 2023 141
5
Novo Nordisk NNI#01532 MAPA Leadership
Meeting #3 Maritz Allison Fegley NJ Dec, 2021 150
6
Patz Corporation Annual Meeting - 75th
Celebration HelmsBriscoe Danise Brownlee NE Feb, 2023 120
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7
Confidential Corporate Incentive RFP - Fall
2022 Maritz Robin O’Connor WA Sep, 2022 3,762
8
American Holistic Nurses Association (AHNA)
2024/2025/2026 Annual Conference
(Please note that the client as of 9/20/21 is at
contract for 2024. She won’t be ready for proposals
for 2025 until March 2022. Follow up then. This was
from Destination Celebration 2021.)
American Holistic
Nurses Association
(AHNA) Alexandria Ulsaker KS
Jun
2024/2025
/2026 750
9
2022 IAOM Winter Joint Committee
Meetings
The International
Association of
Operative Millers Tina Grube KS Jan 2022 35
BOOKED BUSINESS
Event Name Hotel Organization Event Date
Total Room
Nights
1 NCM Associates 2066
JW Marriott Marco Island
Beach Resort Maritz Nov, 2022 78
2 Dot Foods - Grabber Board Meeting Inn On Fifth NHS Global Events Feb, 2022 18
3 2022 NYS PHCC Annual Conference
The Ritz-Carlton Golf Resort,
Naples HelmsBriscoe Apr, 2022 141
13102.44
1577.52
VIRTUAL EVENTS ATTENDED
None
PROSPECTING and OTHER ACTIVITIES
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● Followed up on outstanding RFP’s
● 9/7 - 10/21 - Maura attended the Meet Well event in Arizona. This was an appointment and
education event. Had 24 appointments.
● 9/15/21 - Aileen Attended Destination Celebration Kansas City. See details on the Post Event
Report.
● 9/15/21 – Aileen had Dinner with Stacy Smith from Distinctive Meetings and her client Tina
Oliver from Torchy’s Tacos. She is putting together an Incentive program for the Franchise
Owners and believes Naples/Marco Island could be a great destination for their first event. She
has only been there 10 months so she asked us to follow up in early 2022 for more information.
● 9/20 - 22/21 - Maura attended ConferenceDirect APM in Orlando, FL. Reverse trade show with
approximately 30 appointments.
● 9/28 - 30/21 - Aileen Attended SITE Chicago Road Show Milwaukee-Chicago-Dearborn. See
details on the Post Event Report.
● 9/29/21- Aileen had a Presentation to Mike Chamberlain, CEO for Grant Professionals
Association. He has regional conferences where 3-5 chapters get together and might work for
Naples/Marco Island. He is also thinking the Florida and Georgia chapters could team up for a
South-East Regional 150-200p. He also has a Niche Meeting for their consultants for
Education/Networking and Selfcare 50-100p that would work well in our destination. Not ready
for proposals yet as he is working on putting together RFP’s but follow up in Late Spring 2022 for
2023 events.
● 9/30/21- Aileen had Lunch with Diane Murray from Options4Meetings. She is getting busy with
groups that had postponed travel in 2020 and are operating before end of 2021. Is positive
about the future outlook of meetings. Follow up in early 2022 for any potential.
● Continue follow up on attendees to SITE Midwest Spring Roadshow and previous events
attached this quarter.
● Continue follow up with clients who attended Destination Reps Ballpark Client Event in
Rosemont IL.
LOOKING AHEAD
● November 11/9-11 IMEX Las Vegas - Visit Florida Booth
● 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
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TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero – Travel Industry Sales Manager
September 1 - 30, 2021
PERIOD AT A GLANCE
2020 2021
Number of Travel Agent Contacts
177 3
Number of Tour Operator
Contacts
12 85
Number of FAM’s/Site Visits
0 0
Number Trade Shows Attended 0 1
EVENTS RECAP
September 19 – 22, 2021
IPW – Las Vegas, NV
IPW is the most important international tour operator trade show for destinations, hotels, attractions,
media, and all travel related entities in the United States. It is at this show that negotiations are done
for all international and domestic tour operators as well as meeting and incentive buyers. It is also the
opportunity to for media to keep up to date with our destination news and discuss story ideas.
Negotiations are done for our need periods of Summer and Fall of 2022 and 2023 – it is at this time that
the TO’s start developing their brochures and if we are not front and center, we will be forgotten.
At the beginning of the conference the US announced that the borders for inbound international travel
would resume in November. This energized the entire delegation with TO’s eager to discuss the next
steps when the border open. Some TO’s reported an insane about of calls with eager travelers wanting
to book.
We had 3 days of back-to-back pre-scheduled 15-minute appointments. Of course, there are always
those that just drop in to meet. Our purpose was to meet with UK/Ireland, Germany/Benelux and Latam
buyers.
Key Takeaways
• Paradise Coast is in high demand with our wide-open spaces and nature as is most of Florida
since this naturally allows for social distancing.
• Competition for beach destinations is high throughout Florida and tour operators are willing to
pay higher rates so that they do not get closed out of hotel inventory.
• The Latam market is very focused on safety protocols.
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Emerging Trends:
• Tour operators are looking for unique destinations to offer repeat customers that have been to
Miami and Orlando many times.
• Unique experiences or experiential travel.
• The Scandinavian market is an emerging market to which we should consider marketing.
LATAM UPDATE
• Continued supervision of the Latam team as it relates to co-op’s, tradeshows, approval of
actions. Editing / reviewing copy. We continue to have monthly zoom meetings.
• Brand USA Discover Program ran through the month of September and we have received the
winner of our incentive.
Upcoming Strategic Initiatives:
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Visit Florida Luxury Travel Advisor FAM
West Coast Coalition of FL Action Plan.
Participants:
▪ Tampa
▪ St. Pete / Clearwater
▪ Naples, Marco, Everglades
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MONTHLY SALES & MARKETING ACTIVITIES
SEPTEMBER 2021
EUROPEAN SALES & MARKETING
prepared by on 5 October 2021
SUMMARY OF ACHIEVEMENTS
TOUR OPERATOR ACCOUNTS
Germany
o Maya Travel Inn GmbH, Charlotte Schneider, Travel Agent
NAP Sales, Sales Interaction
Follow up on August Call with Charlotte. Current booking focus on following destinations: Europe, Maldives,
Egypt and for autumn focus on Greece and Egypt. Portfolio overview has been shared as requested .
However, she stated that they currently are not including new properties in their portfolio due to the Corona
pandemic and the associated challenges and difficulties. It seemed that it makes sense to FUP in
approximately half a year as she also did not s ee the need in product updates due to low booking demand.
They act as a TO and are preferably booking hotels direct, with direct contract but also on ad -hoc basis. As
they are selling hotels worldwide, they also book via the key TOs especially during Coron a as they do not
reach a high volume of bookings.
NAP
She stated that they used to have a strong focus on USA in terms of long-haul destinations before Corona,
but currently no demand. NAP e-Academy has been pushed.
o Knecht Reisen AG, Michaela Neeser, Product USA/CANADA
NAP Marketing
We have secured and confirmed our marketing campaign with Knecht Reisen. The campaign includes 2
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editorial and 2 product pages in the USA brochure, we will have a destination teaser box on the Knecht
Reisen website for one week and Knecht Reisen will produce a 1 min video of our destination (with
image/video material) to be shared on social media as top recommendation. Also, we will be included in a
USA newsletter (as top recommendation) send out to 70,000 B2C contacts in th e Swiss market and 1,000
B2B contacts. The cost for this is 3,500 USD and as this campaign is focused to push sales to the USA and will
be in the theme "welcome back USA", it is excellent for the destination to be part of this and be on top of
mind of Swiss consumer and travel agents. Timing is October to November.
o go2travel, Michael Boetschi, Managing Director
NAP Sales
We have held a conference call with Michael and Robin. Both previously worked for Knecht Reisen and now
established their own company an USA specialized tour operator called go2travel.
They will officially start with business November 1st, 2022. This is wonderful news, as there isn’t any USA
specialist currently in Switzerland.
They will kick off with B2B and then will continue B2C as well. Their focus will be on tailor made travels to
the USA and will work with destinations to showcase them with insider knowledge.
o Argus Reisen, Dirk Büttner, CEO
NAP Marketing
We have finalized our campaign with Argus Reisen in September. The campaign included to be included in a
special USA map with a spot on the map with 4 pop-up windows, including images, text, video, round trip
highlight, as well as 1 extended article in a newsletter (33.000 addresses B2C),1 link in a newslet ter (to our
landing page which was created in previous campaigns or to a round trip with NAP included),2 NAP dedicated
Facebook post (5.000 follower) and additionally 4 NAP dedicated Instagram posts (page is still growing, this
is only an add on). The timing was just perfect as the USA announced in the middle of the campaign that the
boarders will be opening again in November.
TRAVEL AGENTS
o TIP Reisen, Lufthansa City Center, Katharina Vondran, Agency Manager
NAP, Sales Interaction
Some good business over the last weeks - north of Germany will start into Autumn holidays at the beginning
of October. Many last-minute requests still for Sept but also October. Guests are eager to travel and it helps
them knowing the team is also travelling and can explain about procedures. Most of their guests are
vaccinated and ready to go. Only challenge still is families travelling with younger children.
Best destinations are beach in Spain (Mallorca) but also Greece. Had a few bookings for Dubai and Maldives
and now some requests for USA.
But mainly Spain and Greece - long-haul still not happening.
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NAP
They have a few requests for USA but still hesitant to sell as they don't exactly know what the procedure will
be like. Are cross-vaccinations accepted, what about children etc. Still very unclear.
EVENTS
o IPW Las Vegas
Date & Place 18.-23. September 2021 Las Vegas
Profile of event Trade show
General feedback Attended IPW in Las Vegas and held appointments with a total of 14 accounts from the
DACH and Benelux market. Please find attached the detailed meeting report consisting
of detailed information on each meeting held. A personal follow up was done for each
account we met.
Summarizing the trade show, we had productive meetings, both with existing TO
accounts but also prospective TO specialists in the respective markets. In general, the
news of the boarders to open in November at the beginning of the show was perfect
timing. After this challenging 1,5 years due to the pandemic and US boarders being
closed since March 2020. The big TOs and smaller TOs and TO specialists form all
markets cannot wait to start business again, within the first 36h after the
announcement, they could already report an increase of requests as well as actual
bookings, some even spoke of having a first normal business day since the beginning of
2020. Besides the excitement of the boarders to open, questions like when exactly they
will open and will all vaccinations count and what about children, who cannot be
vaccinated etc. came up as well. But generally, the excitement was exceptional.
MARKETING
o Facebook fan page
# posts: 6 #fans: 15.399
Please find down below the most successful posts in September:
#1 06.09.2021 Beach Marco Island, reached 6,042, 49 reactions and 19 likes
#2 14.09.2021 Beach, reached 878, 36 reactions, 20 likes
#3 02.09.2021 Naples Pier, reached 843, 43 reactions, 39 likes
o DM newsletter inclusion
We have successfully sent out the DiaMonde Storyletter and have included the news of the boarder opening
of the USA in November.
We proud ourselves with a distribution of over 9.506 contacts (99,1% database accuracy rate) in the German
speaking marketplace, as well as an above -average opening rate of 25%. The official market value for such
a newsletter distribution lies at 700€. Please find a screenshot of the newsletter inclusion attached.
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o Paradise Coast e-Academy
We have used a variety of our tools to promote our second Paradise Coast e-Academy and have successfully
received 60 registrations of new participants. The Paradise Coast e -Academy will be starting October 6th
and 20th with four sessions, two on October 6th and two on October 20th. The agents will then have to pass
a test to join the raffle and get the chance to win a price (price needs to be discussed). The goal is to train
the participants to be destination experts, who will be well prepared to sell the destination in 2022. Please
find attached social media clipping showing travel agents sharing their welcome package for the academy.
MEDIA / PR
o Visit Florida Press release
We have secured to be included in the September press release sent out by Visit Florida with the focus on
Golf in Florida.
Please find screenshot attached.
PROJECTS
o Inventory 20/21
We have comprehensively updated the inventory for fiscal year 20/21 and handed it in accordingly.
o Year-end closeout FY 20/21
Finalized budget 20/21 and prepared an overview of all activities that have been completed and the invoices
have been forwarded to the CVB accordingly. Payment method and date of invoice submitted to the CVB is
outlined in the sheet.
CONSUMER
o Brochure fulfillment: 5 in total
HIGHLIGHTS IN OCTOBER 2021
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o Paradise Coast e-academy to train destination specialists and support them for sales to Paradise Coast,
October 6th & 20th, 2021
o NAP dedicated newsletter (focus on boarder opening and what to do in Paradise), October 21, 2021
o Brand USA Travel Week (Meetings with Dutch, German, Swiss, Belgium TO partners), October 25-28, 2021
o Knecht Reisen “Welcome USA” campaign kickoff, October 7, 2021
o Inclusion Visit USA Germany newsletter theme “get ready for the restart”, October 20, 2021
o Facebook ad theme “highlights of Paradise Coast”, October 18-31, 2021
MARKET NEWS
o Please find a detailed market intelligence attached
ADDENDUM
o DM newsletter inclusion
o NAP most successful Facebook posts
o Market Intelligence
o Visit Florida press release
o DM e-academy social media clippings
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
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(t) personal telephone introduction (telemarketing)
(m) mailing
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MONTH/YEAR: SEPTEMBER 2021 UK & IRELAND OFFICE
HIGHLIGHT OF THE MONTH:
On 20 September 2021 - the US confirmed that restrictions on travel from the UK and EU will
be eased from early November. Fully vaccinated travellers will need to demonstrate proof of
vaccination before boarding as well as proof of a negative Covid-19 test taken within three days
of departure.
UK prime minister Boris Johnson was in the US in September and had been planning to raise
the matter in a meeting with President Biden but the easing was confirmed by White House
Covid-19 coordinator Jeff Zients prior to the meeting.
Shai Weiss, chief executive of Virgin Atlantic, said:
“The US government’s announcement that fully vaccinated UK visitors will be able to enter the
US from November is a major milestone to the reopening of travel at scale, allowing consumers
and businesses to book travel to the US with confidence. As the UK forges its recovery from the
pandemic, the reopening of the transatlantic corridor and the lifting of Presidential Order
212F acknowledges the great progress both nations have made in rolling out successful vaccine
programmes.”
The news of the US borders reopening in November was welcomed and many of our key tour
operator partners immediately went back to full staffing numbers. Virgin Holidays reported a
600% increase overnight in bookings from the previous week whilst BA saw its busiest day in
USA bookings the day after the announcement.
UK & IRELAND MARKET UPDATE:
To date, more than 48 million people have had a first vaccine dose (89% of over-16s) and more
than 44 million (82% of over-16s) have had both doses. This is the biggest and most successful
inoculation programme the country has ever launched. The government has now launched an
autumn booster campaign, with frontline health and social care workers the first to receive a third
dose. Boosters will also be offered to the over-50s and younger adults with certain health
conditions.
UK consumer confidence still remains near pre-pandemic levels, with lower inflation and
hospitalisations and a general returning to work and somewhere near normal life. September's
economic reports reveal that the number of payrolled employees rose to 29.1m in August, back
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at (February 2020) pre-pandemic levels, and the unemployment rate fell to 4.6%.
In mid-September the government announced a simplified system for international travel in light
of the success of the UK’s domestic vaccine rollout, providing greater stability for industry and
passengers. The current traffic light system will be replaced by a single red list of countries and
territories and simplified travel measures for arrivals from the rest of the world will come into play
in October.
Testing requirements will be reduced for eligible fully vaccinated travellers, who will no longer
need to take a PDT when travelling to England from Monday 4 October 4am. From the end of
October, eligible fully vaccinated passengers and those with an approved vaccine from a select
group of non-red countries will be able to replace their day 2 test with a cheaper lateral flow test,
reducing the cost of tests on arrival into England. The government wants to introduce this by the
end of October, aiming to have it in place for when people return from half-term breaks.
During September the UK experienced a national shortage of HGV lorry drivers due to the effects
of Covid and Brexit. This has had a knock-on effect for transporting goods, food and fuel which
has caused panic buying in the fuel stations. This is likely to be a short-term crisis as the army
has been deployed and short-term visas for overseas lorry drivers have been granted.
EVENTS
UPCOMING EVENTS 2021
DATE SPECIAL EVENT LOCATION
25-28 October Brand USA Travel Week UK & Ireland
1-3 November World Travel Market (WTM) preparation in
partnership with Visit Florida
UK
November /
December/ January
Preparation for activity following USA border
reopening and 2022 travel surge
UK & Ireland
TRADE OVERVIEW
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The latest Government traffic light system amendment has been welcomed by the travel industry,
with much of the UK trade reporting an upturn in bookings. There were however still calls for the
UK to follow much of Europe in also ditching day 2 testing requirements, with many agreeing that
until all restrictions are removed for the fully vaccinated, the recovery can never be complete.
This is despite the fact that, in England, the government plans to replace day 2 PCR tests with
lateral flow tests. Transport secretary Grant Shapps said the moves were designed to “reduce
costs, take advantage of higher levels of vaccination, and keep us all safe”. It is hoped this can
take effect in time for October half-term.
As mentioned above the in another massive boost for the UK travel industry, the confirmation
that the US will reopen its borders to fully vaccinated arrivals from the UK and EU in early
November. Before the announcement, tour operators had reported pent-up demand for the US,
but mostly for 2022 and beyond, so the news only added fuel to demand for next year. In the
near term, the relatively small market for winter sports in the US will receive a boost, as will
Caribbean cruise departures from Miami and Christmas breaks. US specialist agents and operators
have described the decision as a "real vote of confidence" in the industry and many have reported
early uptakes in client demand. This is underlined by the fact that Virgin Atlantic reported its site
briefly crashed at about 4pm on the day of the announcement as Brits tried to book flights;
bookings soared 91 per cent in the hour after the announcement. Skyscanner also saw an
immediate reaction to the news, reporting a 54 per cent increase to site traffic following the
announcement compared to the same time last week.
Despite the good news stories for the travel trade, there are still worries for some as the UK’s
furlough scheme closed on 30 September, with some badly-hit sectors, including travel, saying
support should continue. Research from the Liberal Democrats confirms air passenger transport
as the most affected sector among all furloughed industries, with 29,700 (or 51%) workers still
furloughed on 31 July. Agents and operators were the next most affected part of the economy,
with 26,800 jobs furloughed, or 46%. Claims amounted to £24 million in July.
MARKETING/SALES/PROJECTS & ACTIVITIES:
We now move into the next phase of recovery as we emerge from the US travel
restrictions. Emergence from the pandemic and the reopening of the US border
enables the travel industry to recover strongly around growth of PR, marketing,
advertising campaigns and spend.
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The UK & Ireland team submitted final FY2021/22 marketing plan, strategy documents and
budget.
The UK & Ireland team closed out all budget items and billing for fiscal 2021.
IPW Las Vegas, 18-22 September,
Unfortunately, as the US border was still officially closed and with the Brand USA Travel Week
event being held in London in October – many UK & Ireland tour operators decided not to travel
to IPW. It resulted with an estimated 10 UK appointments. As the CVB were in attendance they
were able to meet with the individual UK tour operators. OMMAC delivered meeting notes on the
individual companies prior to IPW for additional use during the meetings.
It was very exciting during IPW to have the US border reopening news released – the most
significant news over the past 18 months and will have a hugely positive impact on Florida
Paradise Coast.
Brand USA Travel Week, London, 25-28 October 2021
OMMAC – Oonagh, will be the lead delegate and in ongoing communication with the Brand USA
team to ensure our assets are activated. We requested a one-to-one meeting with Brand USA
team to review the show and ensue we are able to maximize our participation. The German office
will attend to cover German speaking regions, Benelux and Italy for the additional European tour
operators and travel industry attending. As the lead delegate we have requested all the
appointments for the UK & Ireland plus France and Scandinavia and the requested appointments
from the German office. We had the option to select 63 appointments which will result in a total
of 42 slots between two of us. We will receive the final appointments prior to the trade show and
attend a virtual orientation on 14 October.
WTM, London, 1-3 November 2021
Following various discussions and research on both WTM trade show and the Visit Florida Monday
night signature dinner – OMMAC has been able to deliver a detailed report to enable accurate
decision making to assist with evaluations and budget. In summary WTM is a global travel industry
trade show and vital during the recovery following the lifting of the US border. A main focus of
our meetings can be placed on media as there is not a media section within the Brand USA travel
week, prior to WTM.
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During WTM, Visit Florida are very proactive, as they do not participate with Brand USA travel
week – with the highlight being the Visit Florida Monday night signature VIP dinner. This
event is the single most significant event of the year as it’s extremely focused, well attended,
respected, and established (estimated 25 years plus) with all the major key decision makers in
attendance who sell Florida & USA, an estimate 150 buyers plus 150 Florida partners. We are
reviewing our sponsorship opportunities.
Visit USA Association UK, virtual, 9 September 2021
Attended virtual meeting – updates from the travel industry and speculation on re opening of US
border. All industry confirm they are seeing huge pent-up demand for consumer travel to US once
the restrictions are lifted.
Jack Wert Retirement, Naples, 29 September 2021
Forwarded video and images to be included for the retirement event for Jack.
Visit Florida Partners meeting – London, 29 September 2021
Attended this meeting and spoke one-to-one with the leadership team regarding activity planned
in the coming year. Opportunity to discuss the increased room rates in Florida’s Paradise Coast
and the requirment to focus on the luxury consumer market within the UK and Ireland. Resulting
in successful discussions and we will aim to move forward together on activity to meet this target
segment.
Below – Attending the Visit Florida partners meeting:
L-R Oonagh, OMMAC with Gill Standeven, Visit Florida UK & Ireland office, Summer Gonzalez and
Lauren Pace, Visit Florida, Tallahassee
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Ongoing Collaborations:
Following up with and maintaining regular outreach to our UK & Ireland trade suppliers.
We have outreached to all operators selling Florida with many having a special interest for
proactive activity – highlights including the following:
British Airways Holidays – British Airways
Meeting with Rebecca Johnson and Jessica McDowell regarding upcoming Visit Florida co-op
marketing. Reviewed our strategy on targeting luxury marketing and may not fit with mass market
Florida – all points noted, and BA will respond regarding this focus.
Virgin Atlantic Holidays
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In communications with James Killick regarding possible co-op marketing and estimate on budget
contribution. Further discussion to take place regarding product offered within Florida’s Paradise
to meet with acceptable room rates offered.
2022 Room Rates:
Ongoing - monitoring tour operator demand and ensuring supply of room rates for contracts and
bed banks are in place.
Tool Kit for Use:
OMMAC will revise all our assets to ensure fully updated content - 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 plus updated messaging once the US border is opened in November.
Zoom Meetings and Webinars:
The team is in contact with tour operators and key members of the travel industry on weekly
basis.
Webinars joined this month included:
• CVB Marketing Plan Presentation - 16 September 2021
• Travel Weekly – ‘UK consumer is very much ready to get back to the US’
Updates:
All industry updates forwarded to CVB for forward planning – in particular US Border travel
restrictions lifted announcement.
Mail House:
Maintain distribution of CVB literature for consumer and trade requests ongoing. Year end status
of literature and any other CVB items filed with CVB.
MEDIA OVERVIEW
Trends
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September has been a bumper month for positive travel news and border openings. At the end
of August, Italy dropped its quarantine rules for Brits travelling to the destination. As a result,
Italy was a popular destination of choice this month for travel features with articles in The Sunday
Times titled ‘Italy, we’ve missed you’ and ‘That’s amore! Iconic Italy is back on’ in The Daily
Telegraph. Similarly, when Canada re-opened its borders in early September, after a 15-month
closure to international travellers, there was a wave of Canada features across the nationals, and
there was an uptick in US coverage in the second half of September, following the White House’s
announcement. ‘America’s back - and we can't wait’ said The Sunday Telegraph, ‘States of play,
US preparing to welcome visitors from early November’ reported the i Weekend and ‘24
spectacular American holidays’ were featured in The Times. The PR team has seen an increase
in US related media requests for press trip enquiries and feature opportunities.
22 September saw eight countries removed from the UK’s red list, including the Maldives, Sri
Lanka and Turkey. As a result, we expect to see an increase in features showcasing these
destinations throughout October. We also anticipate that there will be another shift in travel
trends and topics, as a result of the UK changing its traffic light system to just Green or Red, with
increased features to those destinations no longer on the amber list.
Finally, with the UK summer coming to an end and the new school term already underway,
October half term holiday destination features have already begun to creep in. A number of
publications are continuing to feature staycation getaways, while others have marked the easing
of foreign travel restrictions with increased coverage on short and long-haul destinations as
holiday options - this trend is likely to continue.
Media Updates
On 25 September, the Guardian launched its new super-sized magazine - Saturday. Saturday has
over 100 pages of new ideas, designed to ‘inspire, entertain and spark conversation’. In the
inaugural edition, travel ideas prioritised the best British destinations, as well as places reached
by boat or train. This new magazine replaces the Weekend, The Guide, Review and Travel print
supplements that were cut from its Saturday edition last summer due to covid-related financial
strains. The Telegraph's monthly Luxury Travel supplement had its first rebranded issue published
this month covering luxury news, hotel openings and interviews. Alpine retreats and Italian islands
featured with the cover photo showcasing Moskito Island in the British Virgin Islands.
This month saw a number of the media moving within the industry. Laura French left her role as
the Deputy Features Editor at Travel Weekly and is now working as a freelance travel writer. Katie
McGonagle will be the key contact going forward. Jessica Reid, who was previously a freelance
journalist, has been appointed as the Digital Editor at Wanderlust Travel Media. At loveFOOD and
loveEXPLORING, Karlina Valeiko has been promoted to Senior Writer for the brand. Sarah Bentley
has left her role as Head of Digital Content at SUITCASE magazine with no onward news shared
at this time. Finally, Anthony Pearce, Director of Waterfront Publishing which publishes ABTA
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Magazine and Cruise Adviser, is going freelance. Janine Kelso, will become Editor of Cruise Adviser
and Florence Derrick will become Editor of ABTA Magazine.
PUBLIC RELATIONS ACTIVITY:
Individual:
● Winter Sun
● Sustainability: Crab harvest season and PCT
● November 2021 / 2022 packages
Multi-destination roundups:
● Wildlife Around the World
● Gardens From Around the World (hook: Chelsea Flower Show in September)
● USA news and packages
● Remote holidays and accommodation
TravMedia Requests:
● Florida without the theme parks – The Times
● USA packages – Press Association
● USA packages – Prima
● Bucket-list breaks – Woman
● TTG – WTM Preview
● Travel Bulletin – WTM preview
● Travel Bulletin – Adventure and active holidays
● Travel Bulletin – Luxury holidays
● Foodism – Food news and insights
● The Review – off the grid luxe destinations
● Food & Travel – Winter sun escapes
● Metro – USA news from November 2021 onwards
VisitFloirda contributing stories to press releases and pitches:
● Eco-friendly Florida
● Florida for golfers
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● Florida’s top b&b’s
● Luxury travel
● Top Water attractions
● 2021/22 news for IPW fact sheet
● WTM partner news
Media Meetings and Industry Webinars:
In September, 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 Stylist Magazine with Emma Crisp, Content Director
Media Meetings:
● Sarah Murray-Mincila – Mumsnet
● Gregor Rankin – Food & Travel
● Ben Ross – The Telegraph
● Chris Leadbeater – freelance
● Jacob Lewis – ipaper
● Liz Edwards – The Times
● Maria Pierelli – National Geographic Traveller
● Lisa Minot – The Sun
● Jane Knight – freelance travel writer
● Tamara Hinson – freelance travel writer
PUBLIC RELATIONS – September 2021 Coverage
DATE
PUBLICATIO
N
MEDIA
TYPE JOURNALIST HEADLINE REACH EAV ($)
18.09.21 Daily Mail Print Tamara Hinson Fired up for Florida 925,545 15,000
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24.09.21
Alliance
Bulletin Newsletter Ann Mealor Wildlife in the USA 1,800 50
TOTAL 2 925,545 $15,050
FY20/21 YEAR
END
MONTH CLIPPINGS CIRCULATION EAV $
October 2020 2 185,397 39,726
November 6 1,218,853 5,795
December 2 185,397 39,726
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January 2021 10 4,567,945 15,334
February 10 1,349,559 12,051
March 8 2,254,796 8,525
April 6 687,000 18,549
May 2 528,280 47,837
June 4 4,819,635 86,962
July 2 356,000 9,612
August 1 221,000 5,967
September 2021 2 925,545 15,050
TOTALS 55 17,299,407 $305,134
MEDIA COVERAGE HIGHLIGHTS:
● See attached coverage via Wetransfer
● Highlights below
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Daily Mail - 18 September 2021
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Below: Alliance Bulletin - 24 September
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SOCIAL MEDIA HIGHLIGHTS:
• This month the team replaced all social media logos with the new brand logo.
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Powered by
TDC REPORT
Prepared for:
September 2021
LATAM
BRAZIL
TRADE & PR ACTIONS
• 15 Sales Calls to check opportunities to foment Paradise Coast sales in Brazil
• 110 travel professionals trained about Paradise Coast
• 9 Media Calls
• 1 Press Release
• Strategies in Progress:
SPECIAL NICHE TRAININGS:
Purpose of this action was to conduct niche training for specific agencies and operators.
Paradise Coast was featured in each training according to the niche and objective of each
partner. We were able to perceive an interest in more empty places in Florida, in addition to
presenting options that the agent did not know about for the LGBT wedding and honeymoon
audience.
To’s participant: Master Op, Orinter, Agaxtur, Camara LGBT, FRT, Primetour and Magic Way
Total of 460 agents trained
Agaxtur Coop
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Coop action with Agaxtur Tour Operator, the investment was shared with the Tour Operator and
Paradise Coast. The actions included- Shopping de Viagem, Social Media, e-mail marketing, and
development of new packages.
Period of Shopping de Viagens - Sep 22-29,2021
Investment: USD 2320 Agaxtur / USD 2320 Paradise Coast
Activities:
*Paradise Coast package on the Main screen of the event *Packages on the event brochure
*Logo in the Brochure * TV Screen of Agaxtur Stores * Whats App messages
*Webinar Training *Email MKT *Social Media post * E-learning
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: 16 sales calls and 81 trained agents
● Visit to Rosario for training with Leisure Express Clients (16 agents trained) and training in
Buenos Aires with Leisure Express´customers (41 agents trained)
● Trained to Empretur Tour Operator from Mendoza to their staff
● Always shared video done in destination to the trade during training
Press information
• 1 Press Release distributed about Paradise Naples, Marco Island and the
Everglades CVB Awarded top honor.
• 2 Virtual media calls with Evangelina Paju from Ladevi magazine and Andrea Del
Río from El Cronista newspaper lifestyle section.
• 2 publications
• El diario de Turismo
http://www.eldiariodeturismo.com.ar/2021/10/02/el-convention-visitors-bureau-de-
naples-marco-island-y-everglades-recibio-el-maximo-reconocimiento-a-la-defensa-del-
turismo-en-la-edicion-2021-de-conferencia-del-gobernador-de-florida-sobre-turismo/
Reach 5.000
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CHILE
TRADE & PR ACTIONS
• Targeted sales calls to promote & develop the PC.
• 8 Successful Contact
• 2 Post Instagram.
• 3 Scheduled Meetings via Zoom.
COLOMBIA
TRADE ACTIONS
✓ 618 travel professionals from main 4 cities (Bogota, Medellin, Cali & Barranquilla)
attended ANATO MAYORISTAS Roadshow; 415 were attending PC booth and interacted
with the team.
✓ 47 Product /Marketing managers, sales directors and travel professionals from
wholesalers and travel agencies received a well detailed thus informative PC
presentation.
✓ 20 meetings and sales calls in the country's main cities with potential agencies and
wholesalers to explore opportunities for the development of j oint actions.
✓ 4 e-flyers sent to AVIAREPS Colombia’s database that encompasses more than 2,300
leads.
Strategies/ Projects in Progress:
The B2B campaign proposed by CIC Travel will be redesigned to include B2C actions aimed
at the golf segment, where they have managed to generate groups of travelers to other golf
destinations in the Caribbean, even during the pandemic.
The proposed press releases for the planned mass media campaign (B2C) are being reviewed
by the destination for publication during October and November.
Joint campaigns to be developed Global Costamar, Universal Group and Turismo Total, will
be redesigned to publish general destination content, instead of packages, because local
partners couldn’t find a tour operator (receptive) that can off er some basic activities that
can be included in packages. Main expectations are to have a partner in PC that can give a
product portfolio for Colombian agencies.
MEXICO
TRADE & PR ACTIONS
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• 93 agents trained.
• 21 Targeted sales calls to promote and develop the PC.
• 12 Media meetings.
• 508,391 media coverage with a total value of - $13,640usd.
• 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/paquetes/charter-club-resort-on-naples-bay/hotel-
detalle?Adults=2&AgeKids=&CheckIn=2021-11-09&CheckOut=2021-11-es
• A Press Release “10 Reasons to visit Paradise Coast”
• 13 press publications:
https://www.travel-news.com.mx/viajes/mundo/atractivos/16143-te-contamos-que-puedes-
hacer-en-paradise-coast-te-va-a-gustar.html
https://www.diarioimagen.net/?p=520806
file:///C:/Users/Israel/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/1LMK2Y5U/1
7%2009%202021%20-%20CDMX-EdoMe%CC%81x.pdf
https://www.desdesanlazaro.com.mx/index.php/secciones/turismo/item/16655-de-cinco-estrellas-
quieres-razones-para-visitar-destinos-de-paradise-coast-en-florida-por-victoria-gonzalez-prado
https://www.persegaceta.com.mx/index.php/secciones/turismo/item/15473-de-cinco- estrellas-
quieres-razones-para-visitar-destinos-de-paradise-coast-en-florida-por-victoria-gonzalez-prado
https://enfasisturistico.com.mx/index.php/columnistas-1/item/49200-de-cinco-estrellas
https://diarioimagenqroo.mx/noticias/?p=198438
https://fianceebodas.com/2021/09/paradise-coast-destino-de-bienestar/
https://www.travelreport.mx/usa/paradise-coast/
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https://vidalturismo.com/paradise-coast-el-paraiso-secreto-de-florida/
https://www.facebook.com/DiarioImagenOnline/photos/a.635553033151141/4578384202201318
https://www.facebook.com/DiarioImagenQuintanaRoo/photos/a.404147216434553/180026807348
9120/
https://www.facebook.com/travelreportoficial/posts/4160024767456743
https://regional.ladevi.info/paradise-coast/paradise-coast-alto-nivel-y-vida-al-aire-libre-florida-
n34018
• Get to 285 Facebook followers and 16 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
Monthly report highlights to Finance:
• 7 Media meetings.
• 508,391 media coverage with a total value of - $13,640usd.
• 285 Facebook followers and 16 Facebook Posts.
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SPORTS SALES REPORT (Events throughout Collier County)
Nicole King – Sports Sales
Reporting Period: Sept 1-30, 2021
* ISPS cancelled event that was scheduled Sept 25-26, 2021
Sept 2020 Sept 2021 2021 YTD
Number of Sporting Events 1 Local 0 4
Number of PCSC Events 4 11 local events
1 regional
event
86
Total Room Nights
704 552 10,146
Number of RFP leads from Playeasy- CVB
vetted & sent to SFI
0 3 17
Number of Leads from Conferences for
PCSC
0 6 27
Number of RFP leads direct to CVB - for
other venues in Collier County
0
3 12
Number of RFP leads not a fit 2021 0 0 21
Number of Total Leads 0 12 72
Number of Site Visits Scheduled 0 0 2
Number of Cold Calls/Appts-CVB 0 39 90
Number of conferences attended 0 2 2
SALES ACTIVITIES
Attended TEAMS 2021 Tradeshow September 27-30, 2021. We provided a booth to exhibit the SW Florida
Destination alongside Lee County and Charlotte County. 39 appointments between the three destinations were
made with event rights holders. The mission of attending this event is to educate and bring awareness to event
rights holders about how Naples, Marco Island and the Everglades is more than just a luxury destination, but also a
diverse sports destination as well. More specifically, bring awareness of our new sports complex.
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OPERATIONAL ACTIVITIES
Processing applications for events to be held in December
Completed all purchase order requests to be expedited Oct.1 -FY 2022
OBSERVATIONS/TRENDS
The first kick off session at TEAMS 2021 was a general session on “Lessons from Tokyo” with Team USA athletes
and CEOs from different sport disciplines. The amount of pre preparation to ensure athletes safety due to COVID -
19 was extensive on both the athlete’s part and the sanctioning bodies. Covid testing was preformed daily, along
with contract tracing. Those who came into contact with someone that tested positive had to stay outside the
bubble (athletes’ village) in hotels separated from their teams. A few athletes did indeed test positive after they
arrived in Tokyo and replacement of those athletes were done in a swift and effective way because of the amount
of planning and communication that led to the games.
The strain that COVID-19 has been put on athletes has been immense. Olympic athletes and youth athletes
around the country have had to perform without family and spectators and the number of athletes experiencing
mental health issues is rising at a rapid rate.
UPCOMING STRATEGIC INITIATIVES
Currently focusing on 6 HOT leads that could lead to new events in the 3 rd quarter of 2022 and beyond that can
bring incremental room nights and significant economic impact to the destination. These leads where brought back
from the Connect Sports Tradeshow and TEAMS 2021. The CVB team met with a total of 90 events rights holders.
Ongoing communication with SFI to provide essential information necessary to bid on the event RFPs from
Connect Sports & TEAMS. Continued communication to industry partne rs to maintain the sports side of industry
and what trends are happening will be key as COVID 19 Delta variant is widespread.
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PERIOD AT A GLANCE 2020 2021
Number of Travel Agent &
Tour Ops Contacts
136 39
Number of FAM’s/Site
Visits
1 0
Number of Meeting
Planners
0 47
Consumers 0
Number of RFP’s Received
0
3
Specialty Markets
Michelle Pirre - Sales Assistant 9/1/2021-9/30/2021
Meetings and Events
October 30-September 3, 2021 - Attended Connect Specialty
The CVB Attended Connect Specialty in September. Specialty Markets had 47 appointments with
planners who work in niche markets such as: military, religious, fraternal, non-profits and more.
September 14, 2021 – Update Zoom with Paradise Ad Agency regarding LGBTQ Photo Shoot.
Discussions on locations, dates, and talent recruitment.
September 16, 2021 – Zoom with Partners FY2022 Strategic Plan
FY 2022 Plan was presented to the partners.
September 21, 2021 – Oasis Travel Network Zoom Presentation
The CVB presented to OTN regarding LGBTQ travel to the destination. Resorts, local attractions and
LGBTQ owned, and/or operated businesses were showcased along with LGBTQ Events.
September 23, 2021 – Naples Pride Business Alliance Meeting
The CVB is supportive of this Naples Prides initiative, to reach out to local businesses and grow their
connections and contacts as well.
September 28, 2021 – LGBTQ shoot update
Preliminary update with Paradise on photos taken during the LGBTQ Shoot before presenting to staff.
September 29, 2021 – Seafair Yacht Meeting
Meeting at the CVB regarding new luxury offsite ship for groups and weddings.
Trends
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Currently planners are sourcing for 2023 – 2025, 2022 is already pretty well sourced for the destination.
Trends for planners are capacity to accommodate social distancing, and outdoor venues add a significant
plus for events. Promoting safety is key to growing attendance. Planners want flexible attrition and
cancellation terms. Due to the current climate, they cannot know when people will cancel if travel
restrictions become an issue.
LGBTQ equity and inclusion seems to be growing amongst local businesses with Naples Pride signing on
over 50 members to the Alliance to date. Naples Pride decided to cancel this year’s PrideFest for the
safety of the community, they opted to host smaller more controllable events for the month of
November. Keep an eye out for several events throughout the entire county during the month of
November, at several local businesses to benefit and support the Naples Pride Center and Community.
CLICK HERE for all updated info and events for the upcoming PrideGiving 2021 in November.
UPCOMING STRATEGIC INITIATIVES
Review next quarter events and conferences with Group Sales Manager to plan attendance at most
relevant events to group and specialty markets.
We have had requests from local planners looking to attend a FAM tour for locals both Group and
Weddings. Review best practices and plan with Group Sales Manager.
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PUBLIC RELATIONS & COMMUNICATIONS
Sandra Rios / Maria Power September 1 – 31, 2021
Journalists/ Influencer Activity:
• Hosted Margie Zabel-Fisher in the destination, she’s a journalist for In Pickleball
Magazine, writing a feature article on the exponential growth and popularity of pickleball
across the country, positioning is as the “Pickleball Capitol of the World” for the
December issue. Naples Bay Resort & Marina hosted her.
• Nicole DuFour, Destination writer, Convention South Magazine – forwarded content for
article on golf options and outside activities Paradise Coast offers meeting planners and
attendees.
• Follow up with Jennifer Brommer / Influencer: Re: March 2022 visit
• Submitted photo assets for Boston Globe article for potential inclusion in birdwatching
feature article
• Emily Carrus, Travel Weekly reporter for November Florida Plus supplement.
Forwarded content and photography assets representing Collier County amenities and
activity options for visitors.
• Forwarded journalist request for Best Resort Spas Across the U.S. to JW Marriott for
follow-up.
• Contacted JW Marriott Marco Island about a AAA Best Family-Friendly Resorts article
for journalist Erica Brady.
• Katie Egan/ Cape Coral Breeze – travel article about beaches and attractions that will be
of interest to residents of Lee Count for day trips to Florida’s Paradise Coast.
Regional and International PR Initiatives:
• Attended 2021 Florida Governor’s Conference on Tourism
PERIOD AT A GLANCE
September 2021
September 2021 September 2020 / 2019
Media Interactions September 2020 – 20
September 2019 – 64
Journalists/Influencers Hosted 1 - We are still extremely
limited to hosting
journalists in the
destination due to very high
occupancy at our hotels and
resorts
September 2020 – 1
September 2019 – 5
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• Attended Sizzle Dining at The French to take photography for social media platforms.
• Preparations for IPW – media selection, booth set-up and press materials shipped to
conference center. Created powerpoint loop tape for tradeshow booth. (attached)
• Follow-up with International reporters requesting information from IPW including:
Colombia
Alcaldia de Bello
• Melissa Orrego Eusse – Ejecutiva de Cuenta – (057) 317 6451844 –
melissaeusse7@gmail.com
• Alejandro Posada Legarda – Director Creativo – (057) 305 379919 –
un22dejulio@gmail.com
Mexico
• LADEVi (trade)
• Ariane Diaz Becerra – (52155) 5954 2756 – redaccionmexico@ladevi.com
Germany
• Was Mit Reisen (wasmitreisen.tv – airs Saturday and Sunday for one hour, three
segments – interested in winter FL travel segment)
• Jurgen Drensek – 49 172 3939777 – drensek@me.com
Denmark
• Highways-USA.com
• Henrik Lange – Managing Editor – 45 20 25 97 48 – hlange@highways.dk
• Attended presentation by Seafair Yachts for PR updates and partnership
opportunities.
• Updated Spanish language profile information for AviaReps for use in outreach to
tour operators and Spanish media in Columbia.
Meetings and Group Business:
• Site visit to Inn on Fifth with the CVB Team – tour and conversation about pitching
upcoming meetings business and visitation trends.
September Press Releases
• Naples, Marco Island and the Everglades CVB Awarded Top Honor for Tourism
Advocacy at 2021 Florida Governor’s Conference on Tourism – Sep. 17. (copy
attached)
Networking / Events / Professional Education
• Participated in PRSA webinar – “Navigating the New Normal in Communications
Strategies”
• Participated in PRSA Webinar – “PR Measurement: How to Use Data to Engage Your
Stakeholders”
• Completed Collier County University trainings:
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• OSHA required Bloodborne Pathogens Training
• Workplace Stress
Website Listings, Events and Deals
• Researched and drafted major events information for Paradise Coast team.
• Reviewed website for event listing updates and accuracy of postings.
• Reviewed Miles website audit for broken links, misspellings, etc.
• Reviewed website articles – 7 Farmer’s Markets and 8 Great Family-Friendly Resorts in
the Destination
• Created 84 event listings for the website. Research shows that in August we had 5,574
views on the events page. The events landing page for August dropped from the second
most viewed page down to the sixth most viewed. In August, as expected we saw an
uptick in the # of views for the Explore Safely and Outdoor pages.
• Created or updated 33 deals on the Paradise Coast website. In August the research
showed 1853 views for individuals searching for deals. The deals page views were down
12% compared to 2020 and down 3% for 2019 views.
Administration & Writings
• Drafted and submitted Destinations Florida article for October issue – Naples, Marco
Island and the Everglades CVB Awarded Top Honor for Tourism Advocacy at 2021
Florida Governor’s Conference on Tourism (copy attached)
• Reviewed and updated Group Sales content for CoastLines
• Review and Update Sports content for CoastLines
• Reviewed and updated Specialty Markets content for Coastlines
• Updated boilerplate and shared with international reps.
• Reviewed Social Media calendars and suggested real-time posts to keep content fresh and
engaging.
• 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)
• Participated in monthly Sports in Paradise Marketing Team Meeting
• Participated in September TDC Monthly presentation
• Participated in FY 2022 Strategic Marketing Plan Presentation – Sept. 16
• Researching awards, pickleball and stone crab information for Destination Fact Sheet
Updates
• Researched and forwarded tourism statistics to Joshua Thomas / Operations Analyst for a
county Grant Application
• Reviewed October consumer e-Scapes copy
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• Prepared October TDC PR Report.
Media Highlights
• eSouthern Golf.com - https://esoutherngolf.com/golf-capital-of-the-world/
• JW Marriott Marco Island Beach Resort featured on Discover Florida Channel:
https://www.discoverfloridachannel.com/tampa-super-fan-family-adventure-818430.html
Full episode on Vimeo: https://vimeo.com/604234933/8b29420324
HTDF facebook: https://fb.watch/7-oq5xj-K_/
Social media videos here in portrait and landscape format including the trailer/open for the
show: https://www.dropbox.com/sh/79wcp0oz0renjw2/AADO6RLaaYaGlyQggZcCo4bya?dl=0 Th
ere’s also some BTS stills from the show to use on social.
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Naples, Florida: Golf Capital of the World
By Shane Sharp|September 12th, 2021|Categories: Florida|Tags: Florida, Game Improvement, Golf
Course, LPGA, Mexico, PGA, PGA Tour, Range, Restaurant, Tournaments, Travel, Women
• •
• •
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Golf Capital of the World is a Hot Spot for Golf Trips, Retirement and Relocation
Idyllic Naples, Florida has long been home to a collection of resort, daily fee and private courses designed by many
of the game’s greatest golf course architects. With nearly 100 18-hole equivalent golf facilities, close to 1,400 total
holes and over 300 days of sunshine a year, this coastal chic enclave on the state’s southwest coast has certainly
earned its moniker, “The Golf Capital of the World.”
For have-clubs-will-travel golfers, timing is imperative when planning a Naples golf trip. Peak season winter rates at
top courses can easily exceed $250, while the summer months bring deep discounts but also a significant golf course
maintenance throughout the market. The early fall and late spring shoulder seasons are optimal times to plan a visit,
with reasonable rates, fewer crowds and less thunder and lightning
And for those who fall in love with the area (they number in the thousands, annually), retire or relocate to Southwest
Florida, Collier County and southern Lee County are home to more golf communities, per capital, than any region of
the country. “Old Naples” in the city’s center and to the south, as well as coastal stretches along the Gulf
of Mexico are home to multi-million-dollar homes and condos. Outlying areas like North Naples, Golden Gate, Bonita
Springs and Estero offer plenty of modern touches and more affordable price points.
Top Tier
Old Corkscrew Golf Club is a Jack Nicklaus Signature Golf Course in rapidly growing Estero in southern Lee County.
The brawny, 7,393-yard layout sprawls over 275 acres of native, grasses, trees and wetlands marked by vast waste
bunkers, pristine fairways and the Golden Bear’s signature green complexes. Unique to the area, Old Corkscrew is a
pure golf experience devoid of housing and other distractions. All the better for focusing on the task at hand and
managing the course’s eye-popping 151 slope rating from the tips.
A few miles to the south, golfers will appreciate the one -two punch of the Gold and Black courses at Tiburon Golf
Club. Both tracks were designed by Greg Norman and are home to PGA and LPGA Tour events: the QBE Shootout
and CME Group Tour Championship, respectively. The combo sets u p perfectly for the relatively long days of late
summer and early that can still accommodate 36 holes.
The JW Marriott Marco Island Beach Resort anchors the Naples region’s southern end, and the Hammock Bay Golf
and Country Club is the property’s marquee offering. Jim Hardy and former PGA / Champions Tour player turned
commentator Peter Jacobsen designed the course, which recently underwent a $4.8 million overhaul that entailed
the installation of saltwater tolerant paspalum grass.
Double up with a round at sister course, The Rookery at Marco, a Joe Lee original that was touched up by Bob Cupp
in 2002 and in 2014 by Hardy and Jacobsen. Both courses are private, but guests of the Marriott have access to select
tee times. If the south side of Paradise coast is your target destination, this is the place to be.
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Also Playing
The Lely Resort Golf and Country Club is quintessential Naples golf, with two resort tracks and one private course:
The Mustang and Flamingo Island are open to public play, designed by Lee Trevino and Robert Tre nt Jones Sr.,
respectively. Both are typically in good to great condition, and practice junkies will appreciate its two full -service
practice facilities, including a 54,000-square-foot driving range with target greens.
TPC Treviso Bay was designed by the “mayor of Naples,” Arthur Hills, and former PGA Tour player Hal Sutton.
Located across U.S. 41 from the Lely Resort Golf and Country Club, it makes for a convenient and compelling
triumvirate with the Mustang and Flamingo courses. The 64,000-square-foot clubhouse is a stunning homage to
the halcyon days of golf’s big and bold phase.
Extended Stay
The Club at Olde Cypress is owned by luxury home builder Stock Development and boasts one of only two P.B. Dye
designed courses in the area. The club and surrounding community are centrally located just minutes from beaches,
shopping in Old Naples and the Southwest Florida International Airport.
Like his famed father and mother, Alice, P.B. has always had a penchant for crafting courses that appeal to both men
and women golfers. Olde Cypress is no exception as witnessed by the sheer number of ladies golf
groups, tournaments and events. The club is the centerpiece of a highly sought-after, 450-acre gated enclave with
resale homes ranging from $550,000 to over $1 million.
Olde Cypress is wrapping up a multi-million-dollar remastering of the golf course this fall. The expansive project
entailed the resurfacing of all 18 greens, practice green and chipping area; enlarging, leveling and re-grassing tee
boxes; installation of a new subsurface drainage system and new prescription turf on the driving range. Bunkers
(there are over 90) are being touched up with new edging and sand.
Additionally, the pro shop was reimagined with interior design upgrades ranging from color pallets, woodwork and
lighting to countertops, artwork and flooring. In short, Olde Cypress is perfectly positioned for upswell in golf
participation and membership demand that’s forecast to continue into the foreseeable future.
For golfers who prefer a multi-course club setup, Shadow Wood Country Club in Bonita Springs features 54 holes of
championship caliber golf. All three courses have been recently renovated by Rees Jones and provide spectacular
playing conditions year-round. Shadow Wood is in the process of building a brand new 3,500 -square-foot pro shop
which will overlook the expansive practice facilities and feature unique retail opportunities for its members.
Game improvement gurus will love the practice facilities, which boast a double-sided range and numerous short
game practice areas. The Shadow Wood Golf Academy is located at the back of the range and offers an indoor hitting
bay, club fitting studio, and all the latest technological aids to help members improve their game. After a round of
golf, members sip cocktails by the firepits on the club’s Sunset Terrace or dine at one of Shadow Wood’s many
venues.
Night Life
Fifth Avenue is still the place to be when it comes to a night out on the town. Chic shops, decadent restaurants and
vibrant bars and clubs line this famous street. Anything, and any cuisine, is possible, here with eateries ranging from
traditional American to sushi and Italian. Further north in Bonita Springs, Coconut Point Shopping Center is stuffed
with fast-service and sit-down restaurants, as well as the ever-popular Tommy Bahama Restaurant. For a true taste
of Naples tradition, pay a visit to The Bay Hous e along the Cocohatchee River.
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Getting There
Collier and Lee Counties share the Southwest Florida International Airport, and the Naples Area benefits from this
optimally-sized, easy-to-access transportation hub’s location in south Lee County just minutes from Estero, Bonita
Springs, and Naples. For decades, Midwesterners made their way south on I-75 or U.S. 41 to their
Southwestern Florida termini in sunny Naples. Making the trek to Naples has become “a thing” again, what with
many folks not ready to return to air travel just yet.
DISCOVER FLORIDA
How To Do Florida with Chad Crawford
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SEPTEMBER 2021 DIGITAL & SOCIAL MEDIA REPORT – BUZZY
FORD
SEPTEMBER 2021
PERIOD AT A GLANCE
2021
2020
Twitter Accounts (3)
Twitter Tweets & DMs Sent: 45
Engagements: 340
Link Clicks: 38
Followers Gained: 37
Impressions: 19,541
Twitter Tweets & DMs Sent: 54
Engagements: 345
Link Clicks: 22
Followers Gained: 11
Impressions: 78,213
Facebook Accounts (5)
Facebook Posts Sent: 83
Engagements: 22,058
Link Clicks: 6,198
New Fans: 35
Impressions: 501,410
Facebook Posts Sent: 53
Engagements: 74,976
Link Clicks: 26,441
New Fans: 146
Impressions: 2,865,047
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Instagram Accounts (3)
Instagram Media Sent: 50
Engagements: 1,357
Followers Gained: 115
Instagram Impressions: 69,245
Instagram Media Sent: 29
Engagements: 1,760
Followers Gained: 47
Instagram Impressions: 169,776
CrowdRiff 6.7k interactions and 25k views 11k interactions and 22k views
ThresHold360 4,503 Views / 775 Engaged Views 3,494 Views / 702 Engaged Views
Notable Tasks
• Red Tide updated
• Website content creation
• QBE & CME Golf tournament social media planning
• CleanPix photo gallery content cleanup
• iDSS Data Migration Project (ongoing project)
• Work with Brazil Social Media Team on content calendar.
• Update and create various partner website listings.
• Promote Battle at the Beach and other sports events.
Upcoming Strategic Initiatives
• Social media boosting of website articles
• Content cleanup of outdated website articles
• Facebook & Instagram live broadcast
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PARADISE COAST FILM OFFICE | OCTOBER 2021
OCTOBER 2021 2020 2019 Reported Spending New or Repeat Client
Productions 2 1 4 2 R | N
Working Leads 2 4 2
Meetings Attended 5 8 1
Events/Tradeshows 0 0 1
Media Assisted 1 0 1
Location Scouts 0 2 1
PRODUCTION/ LEAD HIGHLIGHTS:
PARADISE ADVERTISING & MARKETING : The agency shot extensively throughout Collier County
for an upcoming LBGTQ+ campaigns. Locations included Kirby Storter Boardwalk, Naples Botanical
Gardens, The Baker Museum and Lowdermilk Park Beach. The shoot ran 2 ½ days.
WILDSTAR FILMS LTD : The documentary crew that filmed a marine project in our area last Spring
returned. This tv shoot was done entirely on private property. The company currently has two premium
wildlife series for Disney+ in production and three for National Geographic Channel. (NATGEO)
MEETINGS AND EVENTS:
• FILM FLORIDA FILM COMMISSIONERS COUNCIL: Reports were given from around the
state and from the State Film Commissioner’s Office on the current state of production. Issued of
permitting, on-set safety and the possibility of a strike from the International Alliance of Theatrical
Stage Employees (IATSE) Link to article in Variety: https://variety.com/2021/film/news/iatse-
strike-shut-down-production-nationwide-
1235070315/?cx_testId=48&cx_testVariant=cx_1&cx_artPos=3#cxrecs_s
• LOCATION MANAGERS GUILD INTERNATIONAL/FILM FLORIDA: Film Florida through
an anonymous donor is able to put together a “Florida Locations Reel” for the LMGI that they can
distribute to their members for virtual scouting and that Florida film commissions can also use for
various marketing efforts. Each commission may submit 3 minutes of location footage.
• AFCI (Association of Film Commissioners International ) held a membership meeting
virtually with Matt Kutcher as a guest speaker. Kutcher is a Producer and Special FX Coordinator.
He owns Spectrum FX, which has been recognized with awards and nominations from Visual
Effects Society, Motion Picture Academy, Television Academy, Online Film and Television
Association, and the International Press Academy. He addressed the issue of Workforce
Development, something that is crucial for Florida in order to attract film/TV productions.
• ARLWG (Arts, Recreation & Leisure Working Group) held a ZOOM meeting with
discussions on current staffing and hiring challenges. There was a ACSP update, and the group
participated in the 2022 Community Needs Assessment. Most facilities were open/operating with
a limited workforce and variable programs.
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• LUCA L. HICKMAN| HENDERSON FRANKLIN STARNES & HOLT, P.A.: Luca
specializes in assisting clients with the creation and management of Intellectual Property portfolios.
He is experienced working on high profile business and contractual matters, including multi-
million-dollar mergers and acquisitions involving publicly traded companies and celebrities, brand
licensing and anti-infringement matters. We discussed the film industry in Florida and how we
could benefit from networking. He also met with FL State Film Commissioner, Niki Welge.
UPCOMING STRATEGIC INITIATIVES:
• ADOBE® MAX 2021: Will attend this virtual creative conference put on by the industry’s
leading software creator. It enables participants to connect with a world-wide creative
community, boosting skills and offering inspiration. This year's event will feature 400
sessions, keynotes, workshops, and MAX Sneaks (which showcases products in
development that have never been seen before.) The event is 24/7 with every time zone
synching to have programming always screen-accessible.
• 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
• REUTERS STRATEGIC MARKETING 2021: This year’s theme is “Move Beyond
Marketing: The Future of Consumer-Brand Relationships” There are over 3K registrants,
2K live-stream viewers, 500 active networkers and over 30 speakers. The emphasis is on
innovation in marketing and differentiating your Brand. Speakers include Global Chief
Marketing Officer, Okonwa Kuzi-Oriza Go, Amazon Prime Video and Studios; Chief
Marketing Officer, Nadja Bellan-White, VICE Media; Global Chief Marketing Officer,
Patrizio Spagnoletto, Discovery, Inc.
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10/25/2021
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 13.A
Item Summary: Next Meeting Date - Nov. 22, 2021
Meeting Date: 10/25/2021
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/12/2021 11:00 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/12/2021 11:00 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/12/2021 11:01 AM
Tourism Paul Beirnes Director Completed 10/12/2021 12:33 PM
Tourist Development Council Jack Wert Meeting Pending 10/25/2021 9:00 AM
13.A
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