TDC Agenda 04/25/2022COLLIER COUNTY
Tourist Development Council
AGENDA
April 25, 2022
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
Council Member Beth Petrunoff
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.
About the public meeting:
Two or more members of the Board of County Commissioners, Coastal Advisory Committee, City of
Naples City Council, and City of Marco Island City Council may be present and participate at the
meeting. The subject matter of this meeting may be an item for discussion and action at future
meetings of these Boards.
April 2022
Collier County Tourist Development Council Page 2 Printed 4/19/2022
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. March 28, 2022 TDC Meeting Minutes
5. Presentations
6. Consent Agenda - All Matters listed under this agenda item are considered to be routine and action
will be taken by one motion without separate discussion of each item. If discussion is desired by a
member of the Council, that item will be moved from the Consent Agenda and considered
separately under New Business or Old Business.
A. Coastal Zone Management
B. Beach Park Facilities
C. Tourism Division
7. New Business
8. Old Business
9. Marketing Partner Reports
A. 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
April 2022
Collier County Tourist Development Council Page 3 Printed 4/19/2022
A. Tourism Staff Reports
12. Detailed Staff Reports
13. Next Scheduled Meeting
A. Next Meeting Date - May 23, 2022
14. Adjournment
04/25/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Item Summary: March 28, 2022 TDC Meeting Minutes
Meeting Date: 04/25/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
04/11/2022 1:47 PM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
04/11/2022 1:47 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 04/11/2022 1:53 PM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 04/11/2022 4:19 PM
Tourism Paul Beirnes Director Completed 04/11/2022 5:55 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 04/12/2022 4:07 PM
County Attorney's Office Colleen Greene Attorney Review Completed 04/13/2022 1:18 PM
Tourist Development Council Paul Beirnes Meeting Pending 04/25/2022 9:00 AM
4.B.1
Packet Pg. 4
March 28, 2022
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, March 28, 2022
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
Kathleen Brock
Ed “Ski” Olesky
Jared Grifoni (via Zoom)
Nancy Kerns
Beth Petrunoff (awaiting appointment)
ALSO PRESENT: Paul Beirnes, Collier County Tourism Director
Colleen Greene, Assistant County Attorney
Buzzy Ford, Digital & Social Media Coordinator, County Tourism
Andy Miller, Coastal Zone Manager
Amber de Lisser, Account Director, Paradise Advertising (via Zoom)
Michelle Kelly, Lou Hammond Group (via Zoom)
Joseph St. Germain, President, Downs & St. Germain Research
Group
Enriqueta Balandra, Project Manager, Miles Partnership (via Zoom)
Marissa Baker, Manager, Paradise Coast Sports Complex
Jaci Erale-Baughn, Venue Marketing Dir., Sports Facilities Cos.
Jack Adams, VP, Sports Facilities Cos.
4.B.1.a
Packet Pg. 5 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
2
Any persons in need of the verbatim record of the meeting may request a copy of the video recording
from the Collier County Communications and Customer Relations Department or view it online.
1. Call to Order
Chairman Solis called the meeting to order at 9:02 a.m.
2. Pledge of Allegiance
The Pledge of Allegiance was recited.
3. Roll Call
A quorum was established by those members present in the board room.
Mr. Beirnes noted Jared Grifoni was joining on Zoom and that Council Member Michael McCabe
has cycled off the Council. Beth Petrunoff, who replaces him, still must be appointed by the Board of
County Commissioners on April 12 and will join the next meeting. She is in the audience today.
Mr. Olesky made a motion to allow Mr. Grifoni to join the meeting via Zoom due to extraordinary
circumstances. Second by Ms. Becker. The motion was carried unanimously, 7-0.
4. Agenda and Minutes
A. Changes and Approval of Today’s Agenda
Mr. Beirnes announced one change, that C1 will be heard under New Business, as 7.B1.
Mr. Olesky made a motion to approve the agenda, with the above change. Second by Ms. Becker.
The motion was carried unanimously, 7-0.
B. Approval of prior TDC Meeting Minutes
1. Regular Meeting Feb. 28, 2022
Ms. Becker made a motion to approve the Feb. 28, 2022, meeting minutes. Second by Ms. Kerns.
The motion was carried unanimously, 7-0.
5. Presentations/Public Comment - (3 minutes each)
None
6. Consent Agenda
All matters listed under this agenda item are routine and action will be taken by one motion without
separate discussion on each item. If discussion is desired by a member of the TDC, those items 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
(Moved to 7.B.1)
7. New Business
4.B.1.a
Packet Pg. 6 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
3
A. Recommendation to approve a work order with APTIM Environmental & Infrastructure
Inc. to provide professional engineering services for 2023-2024 Local Government Funding
Request under Contract No. 18-7432-CZ for time and material not to exceed $26,052.00 and
make a finding that this item promotes tourism (Fund 195, Project No. 90065).
Mr. Miller reported that this is an annual request for an analysis of the LGFR, the Local
Government Funding Request, from the FDEP. It’s slightly above the amount for last year, which
was $22,500.
Ms. Brock made a motion to approve a work order with APTIM Environmental &
Infrastructure Inc. to provide professional engineering services for the 2023-2024 LGFR under
Contract No. 18-7432-CZ for time and materials not to exceed $26,052 and found that it
promotes tourism. Second by Ms. Kerns. The motion was carried unanimously, 7-0.
B.1. Recommendation to approve a proposal by CSA Ocean Sciences Inc. to continue the
required post-construction hardbottom monitoring for the Collier County Beach
Nourishment Project in summer 2022 for time and materials not to exceed $286,067.27
under Contract No. 17-7188 and make a finding that this item promotes tourism (Fund
195, Project No. 90033).
Mr. Miller reported that the County performs yearly hardbottom monitoring as part of the FDEP
permit’s requirements for beach-renourishment projects. CSA Ocean Sciences works with
County staff, goes out on the County boat, dives and measures the encroachment of the sand, if
the sand has encroached on the hardbottom. They make note of that and submit their findings to
the FDEP as part of the County’s permit requirements.
This year’s cost is noticeably different from last year, which was about $170,000. The higher
cost is because Coastal Zone staff participates in the hardbottom monitoring, but the County is
one man short this year due to an injury. The employee who drives the County boat, who also
dives, is not available, so CSA will provide the County with another diver this year.
There’s also an additional $40,000 to conduct a sub-aquatic vegetation survey, if necessary, in
Doctors Pass, which is being dredged now. If there’s an event this year that causes issues with
Doctors Pass next year, we would have to do a sub-aquatic vegetation survey to do the dredging
at Doctors Pass next year. If that doesn’t occur, the $40,000 will be saved as unused.
Mr. Hill made a motion to approve a proposal by CSA Ocean Sciences Inc. to continue the
required post-construction hardbottom monitoring for the Collier County Beach Nourishment
Project in summer 2022 for time and materials not to exceed $286,067.27 under Contract No.
17-7188 and found that it promotes tourism. Second by Ms. Becker. Carried unanimously, 7-0.
B.1. Recommendation to approve a Work Order in the amount of $5,395.00 to Ardaman &
Associates, Inc. under Contract No. 18-7432-TE for professional geotechnical analysis of
beach fill material from the Wiggins Pass and Doctors Pass Dredge 2021-2022 project and
make a finding that this expenditure promotes tourism. (Fund195, Project No. 80288 &
90549).
Mr. Miller said this involves after-the-fact testing associated with the Doctors and Wiggins Pass
dredge, which is ongoing this week. FDEP requires the County to test the sand that went on the
4.B.1.a
Packet Pg. 7 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
4
beaches at Barefoot Beach, Delnor-Wiggins Pass State Park and Naples Beach. The County takes
samples at various places. Ardamon & Associates tests samples and submit their findings to the
FDEP for approval, as part of permit requirements. This work order will allow Ardaman &
Associates Inc. to conduct sand testing for FDEP compliance, as required by the FDEP permit.
Ms. Kerns made a motion to approve a $5,395 work order to Ardaman & Associates Inc. under
Contract No. 18-7432-TE for professional geotechnical analysis of beach fill material from
the Wiggins Pass and Doctors Pass Dredge 2021-2022 project and found that it promotes
tourism. Second by Ms. Becker. The motion carried unanimously, 7-0.
D. Tourist Development Council (TDC) to review and make a recommendation on the
application by Susan Becker for the appointment of an additional term on the Tourist
Development Council.
Mr. Hill made a motion to recommend approving Ms. Becker for another term and found
that her appointment has a positive impact on tourism. Second by Ms. Kerns. The motion
carried unanimously, 6-0; Ms. Becker abstained.
E. Tourist Development Council (TDC) to review and make a recommendation on the
application by Edward Olesky for the appointment of an additional term on the Tourist
Development Council.
Ms. Becker made a motion to recommend approving Mr. Olesky for another term and found
that his appointment has a positive impact on tourism. Second by Ms. Kerns. The motion
carried unanimously, 6-0; Mr. Olesky abstained.
8. Old Business
None
9. Marketing Partner Reports
These reports (Marketing Partner Reports - Downs & St. Germain Research Group; Paradise
Advertising & Marketing, Inc.; Lou Hammond & Associates; Convention & Visitors Bureau PR
Team; Collier County Tax Collector - tourist tax collections; Miles Partners - Website Analytics,
Digital & Social Media; Book Direct, JackRabbit Systems - online hotel booking systems; County
Museums) are provided to TDC members on the above digital link 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.
Mr. Beirnes reported that this season has been a strong one. The average daily and occupancy rates
have been exceptional. The numbers from the last Smith Travel Report for March 13-19 show that the
County’s occupancy rate is at 86.4% and was just under 91% during Presidents’ Day weekend, which is
exceptionally strong. The average daily rate for March 13-19 was $573.63, which is $130 over what it
was a year ago at that time. He reminded the Council that last year set all-time records.
He noted that a good number to focus on is RevPAR, a hotel’s average daily room rate multiplied by its
occupancy rate. RevPAR came in at $495.46 versus $382.91 a year ago. That’s what the owners and
management companies focus on, the profitability of their hotel buildings.
4.B.1.a
Packet Pg. 8 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
5
Going forward, he has daily calls with the European offices, and Europeans still have an incredible pent-
up demand. We were a little concerned over the events happening overseas, which have impacted where
travelers go. They’re not going to Eastern Europe, but instead of Portugal and Spain, it appears they still
have a pent-up demand for the U.S. The U.S. has been extremely resilient. We do not expect a
significant decline after season.
At the end of the last Board of County Commissioners meeting, Mr. Beirnes said, there was a request to
extend the deadline for the Tourist Development Council grants and we will be making a
recommendation on those at the April 12 BCC meeting.
He reported that on Friday, World Atlas rated Naples as the No. 1 downtown nationwide.
Part 1. Marketing Partner Report
A. Downs & St. Germain Research Group – Joseph St. Germain
“Collier County Tourism Research – February 2022 Visitor Tracking and Economic Impact
Study”
Mr. St. Germain reported that gas prices and inflation are the No. 1 deterrent to travel, not
COVID, and then outlined his firm’s research during a PowerPoint presentation.
After the presentation, a discussion ensued:
Mr. Hill asked Mr. Germain to share what destination or what satisfaction score would be the
highest, to his knowledge.
Mr. St. Germain said that when we see visitors recommending or planning to return, seeing
numbers in the mid- to high-90s is normal. Where Collier County stands is good. It’s a value
question. Anytime you’re getting up to a 9 or so, that’s a great place to be, as were the 8.8 and 8.9
in his firm’s base month with the County. Any time you have these high ADRs, it’s harder to get a
10. An 8.5 is not bad, but it’s also not good. It’s something we’ll continue to note as we see that.
Mr. Hill asked if there was any way the County could structure the survey to get a little more
detail on its price value and other things.
Mr. St. Germain said that is something that can be changed from now on. Usually with something
like that, if visitors give it a rating of 6.0 or lower, we will ask why. On a monthly level, there
might not be some great data, but we can start asking that and then as we go on, he can report back
on that. It might not be next month because they may not have enough, but we will make sure we
include that.
Mr. Beirnes noted that today is an exciting day at RSW. We’ve talked for quite some time about the
start of Eurowings, which is flying in from Frankfurt today at 4:30 p.m. He and Chairman Solis will
be meeting with some of Eurowings executives tomorrow night, so it’s exciting to see that service
flourish as much as it has, and will.
B. Paradise Advertising – Amber de Lisser
“Advertising Report –Winter Ad Campaigns 2022”
(PowerPoint presentation)
4.B.1.a
Packet Pg. 9 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
6
Ms. Kerns noted that her niece flew in from Chicago and sent her the Paradise Advertising ad. It
was featured at one of the coldest areas, where the wind hits it, so it was placed well.
C. Lou Hammond Group – Michelle Kelly
“National Public Relations Update – TDC Meeting – Services Conducted in February 2022”
(PowerPoint presentation)
Part 2. Marketing Partner Reports
D. Collier County Tourist Tax Collections – Paul Beirnes
“Tourist Tax Collections – February 2022”
Mr. Beirnes reported that all the reports are attached for TDC members to review. February
collections are up 68.85% compared with 2020, which was a phenomenal year. And year-to-date
is 78.5% over last year. We’re already $6.5 million ahead of what the adopted budget was. April,
May, June and July are expected to be strong.
E. Miles Media – Enriqueta Balandra
Paradise.com Web Analytics Report – February 2022
(PowerPoint presentation)
F. Paradise Coast Sports Complex and Sports Facilities Companies – Marissa Baker, Jaci
Erale-Baughn, Jack Adams
Mr. Grifoni said he’s been to the sports complex several times for youth soccer and other events.
But in the past month or so, the amount of engagement he’s seen from the facility, whether it was
through Facebook, email or TV ads, it’s clear that the word is definitely getting out. For a long time,
it didn’t seem like that was happening as well as we all would have liked, but there has definitely
been a big improvement. He also heard praise from other people, who said this was the first time
they’ve realized what’s actually at the facility and what can be hosted there. It’s a beautiful facility
and we need to take advantage of it as best we can.
Ms. Becker thanked the team, noting that for the first time, they’re receiving information from
Paradise Sports Complex/Sports Facilities Companies in their emails, and articles have been
appearing in the newspaper.
Chairman Solis noted that he’s getting a lot of feedback from people who didn’t know the sports
complex was there. They’re very happy. Landing the lacrosse championships is a big deal. It’s going
to be a great event and it’s great to have that tournament here. This is a hotbed for lacrosse in the
state. He congratulated the team on their work.
Mr. Beirnes commended the team and said he saw the Air Supply concert. The community was
there enjoying the new facility and he saw the sports complex team running around to ensure it was a
great event. He commended the team for cross-promoting the destination and for displaying the
CVB logos on the property.
G. County Museums – Amanda Townsend
“Collier County Museums – February Visitors Report”
Ms. Townsend reported that last month they had the final owner, architect and contractor meeting
on the second round of restoration on the home at Roberts Ranch. They’re very proud that it was
grant-funded work through the State Division of Historic Resources and that they’ve finished it.
4.B.1.a
Packet Pg. 10 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
7
The home isn’t open to the public yet because the contents are still in storage, but they plan to get
them back into the home and stage it properly so they can reopen it to the public.
It looks beautiful. It needed that second round of work to keep it preserved forever. All the single-
hung windows are now operable, which is something that was done during the second restoration,
but not the first. If you’re into historic restoration, that’s a cool thing when you can make old
windows work again. Another thing that was done to keep the building in good shape was installing
separate humidistats and thermostats to control the amount of moisture and help preserve the
wooden buildings, which are hard to take care of in the long-term.
She outlined the February report during a PowerPoint presentation.
Ms. Becker asked how the movie nights went.
Ms. Townsend said they’ve been growing in popularity. They’ve always been popular, but they
added movie nights to the museums at the Government Center and Roberts Ranch. They won’t hold
them during the summer due to bugs.
10. Council Member Discussion
Ms. Becker thanked Council members for their confidence in her and Mr. Olesky and for extending
their terms. She noted that beach parking is always an issue and asked for a report on how the beach
trolley was doing and if there were plans to provide more beach parking to accommodate tourists.
She also noted that we’re in the hospitality industry and for the first time in several years, FGCU is
having a hospitality gala on April 22, FGCU Wanderlust – 2022. She asked if the County was
supporting FGCU in that event in any way.
Mr. Beirnes said they were not, but he has regular conversations with Dr. Catherine Curtis
(director of FGCU’s School of Resort & Hospitality Management). He was just appointed to the
Presidents’ Board on Economic & Tourist Development, so he will reach out to see what he can do.
Ms. Becker said it’s always nice to use interns from that program.
Mr. Hill said they do. He noted that Michael Watkins, who owned The Naples Beach Hotel & Golf
Club, will be honored at the FGCU gala for everything that he’s done for the community.
Ms. Kerns asked if Collier County has anything like a park and ride, as they do on the East Coast.
Chairman Solis said they can ask staff for a report on that. He noted that additional beach parking
has always been controversial. The beach trolley, which circulates to Vanderbilt Beach and down
Gulfshore Boulevard and does a loop, is part of that and gets mixed reviews because people prefer
driving their own vehicles. We are looking at other possibilities, in terms of creating additional
parking and ways of getting to the beach. That’s always at the forefront of every conversation he
has in District 2 with the Parks & Rec staff because there is such limited access to the beach and
even more limited parking.
Ms. Brock commended Ms. Townsend on her great work at the museums. She said the Everglades
Society of Historic Preservation held an event at the Depot Museum, so she wanted to thank Buzzy
Ford for coming and thanked everyone for their hospitality and support.
4.B.1.a
Packet Pg. 11 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
March 28, 2022
8
Mr. Hill said it feels good to have all the players on board, with everybody pulling in the same
direction. They talked about that in the workshop. Everybody is working together toward the same
goal, so he’s thrilled. He’s also thrilled that Ms. Becker and Mr. Olesky agreed to continue their
terms because their input and contributions have been tremendous. He commended Ms. Townsend
for boosting museum visitation and the overall quality of the museums and thanked the Paradise
Coast Sports Complex team for being hospitable and very welcoming to the Community, and
thanked Mr. Beirnes for making a lot of that happen.
Chairman Solis said the sports complex team made a great turnaround and noted that getting a
monthly update from that team will be very helpful.
11. Tourism Staff Reports
Director
(Submitted)
Mr. Beirnes said he and Chairman Solis will be heading to the East Coast on Thursday to accept
the Adrian Awards for the County. The gold award is in the running for a global award. He thanked
Ms. Becker and Mr. Olesky for agreeing to serve another term.
12. Detailed Staff Reports
A. Detailed Staff Reports
(Submitted)
13. Next Scheduled Meeting Date/Location – 9:00 a.m. April 25, 2022
Collier County Government Center, Administration Bldg. F, 3rd Floor,
3299 East Tamiami Trail, Naples, Florida 34112
There being no further business for the good of the County, the meeting was adjourned by
order of the chair at 10:25 A.M.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
_________________________________
Chairman, Commissioner Andy Solis
These minutes were approved by the Council on _________________, as presented, _______ or
as amended ___________.
4.B.1.a
Packet Pg. 12 Attachment: TDC 3-28-22 DRAFT Minutes (21921 : March 28, 2022 TDC Meeting Minutes)
04/25/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A.1
Item Summary: Marketing Partner Report Part 1
Meeting Date: 04/25/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
04/13/2022 11:21 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
04/13/2022 11:21 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 04/13/2022 11:22 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 04/13/2022 11:38 AM
Tourism Paul Beirnes Director Completed 04/13/2022 12:15 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 04/14/2022 2:44 PM
County Attorney's Office Colleen Greene Attorney Review Completed 04/18/2022 10:30 AM
Tourist Development Council Paul Beirnes Meeting Pending 04/25/2022 9:00 AM
9.A.1
Packet Pg. 13
Marketing Partner Reports
April 2022 TDC
9.A.1.a
Packet Pg. 14 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
MARKETING PARTNER REPORTS
PART I
9.A.1.a
Packet Pg. 15 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
RESEARCH REPORT
Downs & St Germain
9.A.1.a
Packet Pg. 16 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 17 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 18 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 19 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 20 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 21 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 22 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 23 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 24 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 25 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 26 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 27 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 28 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 29 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 30 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 31 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 32 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 33 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 34 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 35 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 36 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 37 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 38 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 39 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 40 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 41 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 42 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 43 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 44 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 45 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 46 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 47 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 48 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 49 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 50 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 51 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 52 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
9.A.1.a
Packet Pg. 53 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ADVERTISING REPORT
Paradise Advertising &
Marketing, Inc.
9.A.1.a
Packet Pg. 54 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Monthly Report | March 2022
2022
9.A.1.a
Packet Pg. 55 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Table of Contents
1.Executive Summary: pg. 3
1.Visitor Insights:pgs. 4-9
1.Social Media:pgs. 10-14
1.Email:pgs. 15-18
1.Media Review:pgs. 19-27
1.Next Steps:pg. 28
1.Winter Campaign Recap:pgs. 30-56
ParadiseAdv.com
9.A.1.a
Packet Pg. 56 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Executive Summary | March 2022
●The state of Florida registered the top three (and three of the top five) visitor markets last month,led by Fort
Myers/Naples, Miami/Ft. Lauderdale and Tampa/St. Petersburg. NYC, Chicago and Boston led out-of-state visitation.
●Overall, Florida residents accounted for 35% of visitors to the destination in March. If isolating to the website
specifically, that number increases to 52% of visitation, up 54% (28K users) compared to last year.
●The Winter media campaign wrapped on March 20. It delivered just under 30M total digital impressions with a
0.26% CTR, well above the the industry average of 0.08%. As a whole, video completion rate for streaming video
also exceeded the industry average at 71% led by partners Hulu and Q1 Media.
●Paradise Coast social media channels added 419 followers. The highest growth was on Facebook (+272), followed
by Instagram (+135) and LinkedIn (+12).
●Our March leisure eScapes email recorded its high open rate ever (33.9%).The wellness-themed email was
distributed to an audience of 35,680 opted-in subscribers.
44
9.A.1.a
Packet Pg. 57 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
4
5
1Visitor Insights
9.A.1.a
Packet Pg. 58 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
46
Visitor Insights | Demographics
ParadiseAdv.com
9.A.1.a
Packet Pg. 59 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Visitor Insights | Visitor Flow and Volume
47
ParadiseAdv.com
9.A.1.a
Packet Pg. 60 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Visitor Insights | Spending
48
ParadiseAdv.com
9.A.1.a
Packet Pg. 61 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Visitor Insights | Website Attribution
49
ParadiseAdv.com
9.A.1.a
Packet Pg. 62 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Visitor Insights | Summary
50
●March was a strong month for the destination, with high occupancy Sunday -Monday (over 80% all but Sun)
●Visitor spending was steadily up YOY throughout the month of March, and visitor volume saw steady climbs
throughout the month.
●Travelers from the Boston DMA were again the most lucrative for the destination, coming in 1st in
overall spend and average cardholder transaction value, and 3rd in number of cardholders in the month of
February. Boston spending makeup came from HHI parties.
●More visitors were taking last minute trips this month. Visitors recorded as visiting the website and the
destination were visiting the site 2-4 weeks out and 1-2 months prior to their arrival. Underlining the importance
of having a mix of website content that speaks both to current and upcoming seasonality.
●Florida travelers represented over 35% of visitors in March. The Florida resident continues to be an
important and valuable traveler for the destination.
ParadiseAdv.com
9.A.1.a
Packet Pg. 63 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
5
1
2Social Media
9.A.1.a
Packet Pg. 64 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Organic Social | Facebook
Leisure Campaign
●Page Engagements: 71,551
●Organic Post Reach: 4,149,616
●Impressions: +37.8%
●Post Link Clicks: +80.8% (28,122)
●Net Audience Growth: +25.1% (274)
52
Sports Campaign
●Page Engagements: 17
●Organic Post Reach: 1,166
●Impressions: +0.4%
●Post Link Clicks: -50% (2)
●Net Audience Growth: -2
9.A.1.a
Packet Pg. 65 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Organic Social | Instagram
Performance Recap
●Impressions: 951,484 (+4.6%)
●Engagements: 1,521 (+49.1%)
●Profile Actions: 38 (+72.7%)
●Net Follower Growth: 135 (+12.5%)
53
9.A.1.a
Packet Pg. 66 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Organic Social | Twitter
Leisure
●Impressions: 6,139 (+45%)
●Engagements: 154 (+46.7%)
●Post Link Clicks: 13 (+62.5%)
54
Sports
●Impressions: 1,438 (-47.5%)
●Engagements: 33 (-49.2%)
●Post Link Clicks: 1 (-85.7%)
Meetings
●Impressions: 189 (+47.7%)
●Engagements: 9 (+350%)
●Post Link Clicks: 1 (0%)
9.A.1.a
Packet Pg. 67 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Organic Social | LinkedIn
Performance Recap
●Impressions: 1,150 (+7.3%)
●Engagements: 78 (-1.3%)
●Post Clicks: 16 (-48.4%)
●Net Follower Growth: 12 (+9.1%)
55
9.A.1.a
Packet Pg. 68 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
5
6
3Email
9.A.1.a
Packet Pg. 69 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com57
Email | Consumer E-Scapes
Topic:Wellness
Subject Line: Discover your best you in Paradise.
Most-Clicked Link:The Power of the Salt Cave
This was the most clicked link on our last wellness email as well.
Note:While March open rates for our consumer email are
usually high this time of year, the most recent eScape recorded
the highest open rate we’ve ever received.
Open Rate CTO RateRecipients
33.99%4.47%35,680
9.A.1.a
Packet Pg. 70 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Email | Meetings E-Scapes
Subject Line: Paradise: the ultimate reward.
Most-Clicked Link:Easier Planning In a Few Clicks
Note:Our March meeting eScape had the most opens
we’ve ever received from our owned meetings list
(12,128 opens).
Open Rate CTO RateRecipients
6.73%18.46%105,455
Subscriber List 5,455 recipients Paid List 100,000 recipients
58
9.A.1.a
Packet Pg. 71 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Email | Subscribers
New subscribers are collected from ParadiseCoast.com, then
manually imported and organized.
Unsubscribes, Hard Bounces (inactive addresses), and Spam marks
are automatically removed.
Note:Most months we do not receive new sign-ups for the
Meetings list. A negative net change is due to unsubscribes, spam
marks, and hard bounces that are often due to deactivated email
addresses when a subscriber leaves their company.
Meetings List
5,371
Consumer List
35,982
Net Change
(this month)
-207
Net Change
(this month)
+145
59
9.A.1.a
Packet Pg. 72 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
6
0
4Media Review
9.A.1.a
Packet Pg. 73 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
61
Media | Performance
Performance Highlights:
●Total Spend: $91,488
●Total Impressions: 11,371,909
●Total Clicks: 31,669
Top performers in Winter Campaign:
●In Display: Kargo, our high impact mobile media, with a
1.11% CTR
●In Video: Hulu with a 98.6% VCR
Industry Benchmarks: CTR: 0.08% VCR: 70%
Other top performers:
●In Toronto Campaign, the
Weather Network with a .78%
●In Weddings, the Wedding
Trade Desk with a 4.09%
●In Eco, MobileFuse mobile
campaign with a .39%
●In LGBTQ, also MobileFuse
mobile campaign with a .66%
The Winter Campaign wrapped up on 3/20. Other campaigns live in March were LGBTQ, Eco, Weddings and in -market
campaigns in Toronto and Chicago.
9.A.1.a
Packet Pg. 74 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
62
Media | Creative
Top Banner Creative across all Campaigns:
●LGBTQ Male and LGBTQ Female, both with a
0.25%
Top Video Creative across all Campaigns:
●The Finest Florida Has to Offer, with a 93.6%
video completion rate
9.A.1.a
Packet Pg. 75 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
63
Paid Search | Performance
Google Paid Search -March 2022
●Impressions: 574,691
●Clicks: 6,560
●Avg. CTR:1.14%
●Avg. CPC: $0.55
Top Performing Campaign: Always On
FY22
Top Performing Ad
9.A.1.a
Packet Pg. 76 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Paid Social | Facebook/Instagram Performance
64
In the month of March, we continued running the Evergreen,
Weddings, American Airlines co-op, and the Canada
campaign. The American Airlines co-op finished its flight on
3/31.
Results: Campaigns saw both increases and decreases in
metrics MoM attributed to campaigns being in full delivery.
●Impressions: 3,874,973 -34% increase
●Post Engagements: 571,968
●Clicks: 36,689 -48% increase
●Evergreen CTR: 1.69%, 7% decrease
●Weddings CTR: 1.28% CTR, 16% decrease
○Travel industry benchmark: 0.9%
:15 There is a
place
124,296 Post
Engagements
Beach Couple
3.14% CTR
Top Performing
Traffic Creative:
Top Performing
Engagement Creative:
9.A.1.a
Packet Pg. 77 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
65
Paid Social | Pinterest Performance
Top Performing
Evergreen Creative:
In the month of March, we continued the Always On,
Evergreen, and Weddings campaigns.
Results: Campaigns saw mixed performance in the month.
Most saw positive increases, while the Weddings campaign
saw decreases in KPIs.
●Impressions: 370,736 -9% increase
●Clicks: 5,872 -1% increase
●Evergreen CTR: 1.31% -0% increase
●Weddings CTR: 2.04% -19% decrease
○Benchmark: 0.3%
Top Performing
Weddings Creative:
9.A.1.a
Packet Pg. 78 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
66
Adara | Economic Impact & Insights
●Adara-tracked efforts were linked to 26,663 hotel searches,
127 hotel bookings and $160,249 in revenue in the month of
March.
●The bulk of of travelers were couples (53%) that stayed an
average of 4.9 nights at an ADR of $415. They were closely
followed by families (33%) staying an average of 5.2 nights
in the destination at an ADR of $691.
●Visitors averaged 53 days from first search to arrival at their
hotel in the destination.
*Does not include Expedia results
*Report as of 3/20/22 (End of the Winter Campaign)
9.A.1.a
Packet Pg. 79 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
67
Adara | Economic Impact & Insights
Adara insights from those exposed to advertising in March 2022.
*Does not include Expedia results
*Report as of 3/20/22 (End of the Winter Campaign)
9.A.1.a
Packet Pg. 80 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
6868
Adara | Revenue from Media Partners
Top Media Partners by Hotel
Revenue
Top Media Partners in Revenue
Per 1K Digital Impressions Served
9.A.1.a
Packet Pg. 81 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
6
9
5Next Steps
9.A.1.a
Packet Pg. 82 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
Looking Ahead | Next Steps
●April.Development & launch of Florida resident landing page.
●April.Winter Campaign recap & insights.
●Mid-April.Spring/Summer Campaign launch.
●April/May.Development & launch of new leisure email campaign strategy.
●Early May.Part II of destination content curation is scheduled to take place in-market.
●June.Kickoff Brand & Lifestyle Content Curation Planning
●June.Kick off FY2023 planning.
70
9.A.1.a
Packet Pg. 83 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
7
1
CampaignRecap
FY22 Winter
9.A.1.a
Packet Pg. 84 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
72
Winter Campaign | Performance & Results
●Total Impressions Served: 29,633,927
●Total Clicks: 78,318
●Total Completed Video Views: 1,417,421
●Display:The average click through rate (CTR) for March was 0.26%, above the industry benchmark of .08%
●Top performing media partners:
○Kargo -CTR at 0.81%
○DigDev -CTR at 0.44%.
●Video:Across all video placements (streaming and pre-roll), we had a 71% video completion rate (VCR),
above the industry benchmark of 70%.
●Top performing media partners:
○Hulu -VCR at 98.6%
○Q1 Media -91%
9.A.1.a
Packet Pg. 85 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
73
Winter Campaign | Facebook/Instagram Performance
The Winter Campaign approach delivered video/image
content to users first to drive Engagement/Awareness.
Engaged users were then retargeted to drive Traffic to
various articles on the site.
Results:
●Impressions: 3,909,908
●Post Engagements: 851,073
●Video Views: 1,140,329
●Video Completions: 449,574
●VCR: 39%
●Clicks: 52,913
●CTR: 1.35%
○Traffic Tactic CTR: 1.82%
○Travel Industry Benchmark: 0.9%
Top Performing
Engagement Creative:
Top Performing
Traffic Creative:
9.A.1.a
Packet Pg. 86 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
74
In the Winter Campaign approach delivered promoted
pins to users through active interest and keyword
searches on the platform to drive Traffic to various
articles on the site.
Results:
●Impressions: 629,914
●Clicks: 8,660
●CTR: 1.37%
○Benchmark: 0.3%
Top Performing
Creative
Winter Campaign | Pinterest Performance 9.A.1.a
Packet Pg. 87 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
75
Mobile Campaign
Media Partner: Kargo
Flipbook and Breakaway Ad Units
Results:
●Total impressions served in Winter: 4,114,660
●Flipbook had 4 different panels: Beach, Eco, Dining, and
Arts & Culture, and the ad unit allowed users to choose
their interest
○Highest interest came from Eco/Adventure, with
610 opens of that panel
○Second highest was Dining with 319 opens
●Our paddleboarder in the Breakaway unit performed
more than double the vendor’s usual benchmark ( .70%)
with a 1.50%!
Flipbook Breakaway
Winter Campaign | Media Highlights
9.A.1.a
Packet Pg. 88 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
76
Winter Campaign | Media Highlights
Streaming Campaign
Media Partner: Hulu
Interactive Ad Unit
Results:
●Delivered 1,142,857 impressions total
●Also had QR code, and we saw 2,246 people
opening the QR code from the commercial.
Interactive Ad Unit
9.A.1.a
Packet Pg. 89 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
77
Winter Campaign | Media Highlights
Streaming Campaign
Media Partner: Q1 Media
TV Commercial and Banner Ads
Results:
●Delivered 1,891,800 impressions total
●We are able to see visitation into the
destination from those who saw our TV
commercial and digital ads
○Of those who saw our ads, 1,314 visitors
made it to the destination
●We can tell which POIs they visited as well.
Among others, we see the following visits:
○1,903 visits to Big Cypress
○779 visits to Naples beaches
○326 to Marco Island
○207 to Mercato
○192 to Everglades
○102 to Waterside Shops
Q1 Creative
Finest Florida has to offer
9.A.1.a
Packet Pg. 90 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
78
Winter Campaign | Media Highlights
Magazine
Media Partner: Travel + Leisure (February Water Issue)
Full Page Ad
Results:
●National circulation to 975,000 readers
●Their reader has an average HHI of $368K
●97% of their readers plan for travel this year, and
take an average of 4 trips/year
●Their #1 motivator for vacations is rest/relaxation
9.A.1.a
Packet Pg. 91 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
79
Chicago 9.A.1.a
Packet Pg. 92 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
80
Winter Campaign | Chicago
February 2022
9.A.1.a
Packet Pg. 93 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
81
Winter Campaign | Chicago February 2022
9.A.1.a
Packet Pg. 94 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
82
Winter Campaign | Chicago February 2022
9.A.1.a
Packet Pg. 95 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
83
Winter Campaign | Chicago February 2022
9.A.1.a
Packet Pg. 96 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
84
Winter Campaign | Chicago
We interrupt this winter to bring you a little bit of
summer.
To inspire you with thoughts of sunny blue skies, white sand
beaches, and sparkling Gulf waters.
To remind you that outdoor adventures, fine al fresco dining, and
more are just a short flight away.
And while nobody handles winter better than you –we think you
deserve a little summer.
And for the ultimate winter escape, only Paradise will do.
Naples, Marco Island and the Everglades. Florida’s Paradise Coast.
February 2022
9.A.1.a
Packet Pg. 97 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
85
Winter Campaign | Chicago Website Performance
There were 23,563,170 total impressions served in
Chicago during our Q1 in-market activation.
Results:
●Chicago Metro website visitors grew 14.3%
●Chicago Metro website sessions grew 17.8%
9.A.1.a
Packet Pg. 98 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
86
Adara | Economic Impact & Insights
●Adara-tracked efforts were linked to 94,227 hotel
searches, 569 hotel bookings and $714,328 in revenue.
●The bulk of of travelers were couples (50%) that stayed
an average of 5.4 nights at an ADR of $433. They were
closely followed by families (33%) staying an average of
5.6 nights in the destination at an ADR of $599.
●Visitors averaged 46 days from first search to arrival at
their hotel in the destination.
9.A.1.a
Packet Pg. 99 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
87
Winter Campaign | Adara Economic Impact and Insights 9.A.1.a
Packet Pg. 100 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
88
Winter Campaign | Adara Revenue from Media
Partners
Top Media Partners by Hotel
Revenue
Top Media Partners in Revenue
Per 1K Digital Impressions Served
9.A.1.a
Packet Pg. 101 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
89
Winter Campaign | Expedia Campaign Results
Results from those exposed to Paradise Coast’s ads on Expedia sites (Expedia, Hotels.com,
and VRBO)
●The campaign generated $8.1M in gross bookings
●It was responsible for 11,700 plane tickets and 5,900 room nights
●It delivered an ROAS of 201.1
●The largest revenue came from Hotels.com with $552K
●Booking window seems to be extending, with the largest % (27.6%) booking 31-60 days prior to arrival
9.A.1.a
Packet Pg. 102 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
90
Toronto9.A.1.a
Packet Pg. 103 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
91
Toronto Campaign | Out of Home 9.A.1.a
Packet Pg. 104 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
92
Toronto Campaign | Out of Home
Yonge-Dundas Square
9.A.1.a
Packet Pg. 105 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
93
Toronto Campaign | Toronto Star 9.A.1.a
Packet Pg. 106 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
94
Toronto Campaign | The Weather Network
9.A.1.a
Packet Pg. 107 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
95
Toronto Campaign | Facebook & Google Search 9.A.1.a
Packet Pg. 108 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
96
Toronto Campaign | Overview
There were 15,773,745 total impressions served in
Toronto during our Q1 in-market activation.
Results:
●Toronto website visitors grew 834%
●Toronto website sessions grew 912%
9.A.1.a
Packet Pg. 109 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
ParadiseAdv.com
97
Spring-Summer Campaign | A Look Ahead
Dates: April 18th through August 31st
Targeting:
●Adults 25-64 with Household Income $175K+
●Families will be targeted April -July
●After July when the kids go back to school, we will focus on Couples
●Secondary focus will be on Upwardly Mobile Affluent Professionals, aged 25-40
Markets:
●Out of State -NYC, Chicago, Boston, Philadelphia, Detroit, Atlanta, Minneapolis, DC, Cleveland, Indianapolis,
Columbus
●Florida -Tampa/St Pete, Miami/Ft Lauderdale, Orlando, Jacksonville, West Palm Beach
Media Approaches:
●Road Trip Focus
●Competitive Targeting
●Two “Mini-Campaigns” with specific targeting:
○Florida Residents
○Affluent Adults 25-40
Media will have heavier focus on native and video content and those media partners who are generating the highest
revenue.
9.A.1.a
Packet Pg. 110 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
2022THANK YOU
98
9.A.1.a
Packet Pg. 111 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
PUBLIC RELATIONS REPORT
Lou Hammond & Associates
&
CVB PR Team
9.A.1.a
Packet Pg. 112 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
National Public Relations Update
TDC Meeting
Services conducted in
March 2022
9.A.1.a
Packet Pg. 113 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Highlights
LHG & CVB PR EFFORTS –March 2022
Media Impressions: 5,529,434
Media Value: $486,094
9.A.1.a
Packet Pg. 114 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Highlights
9.A.1.a
Packet Pg. 115 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Highlights
9.A.1.a
Packet Pg. 116 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Highlights
9.A.1.a
Packet Pg. 117 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Highlights
9.A.1.a
Packet Pg. 118 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Outreach
➢Major Pitch Points
➢Game, Set, Match
➢SportsTravel
➢Travel Weekly
➢Freelancer Allison Tibaldi (CNN, Lonely
Planet, Business Insider, USA TODAY)
➢Freelancer Keri Bridgewater (JustLuxe,
Locale Magazine)
➢Pride Month (June)
➢PRIDE Journeys -LGBTQ Travel Directory 2022
➢Agency Round-ups
➢Pet-Friendly Hotels
➢Outdoor Travel Experiences this Earth Day
➢Press Release
➢FLORIDA’S PARADISE COAST CVB EARNS
PRESIDENT’S AWARD AT 65TH ANNUAL HSMAI
ADRIAN AWARDS
➢Southwest Florida Business Today
9.A.1.a
Packet Pg. 119 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Visits
➢Paul Rubio (Palm Beach Media Group) –March 15-16
➢Partners: Clyde Butcher’s Big Cypress Gallery and Cottages, Sky Wolf Sanctuary,
Corkscrew Swamp Sanctuary
➢Coverage to appear in Palm Beach Illustrated and Naples Illustrated in print in both
outlets’ July/August 2022 “Bucket List Florida / Secret Florida” themed issue.
➢Travel Writer/Blogger (Travel with A Plan) Jennifer Brommer –March 20-25
➢Partners: Naples Zoo, Twisted Cheesery, Naples Botanical Garden, Paddle Marco
Kayaking, Jungle Erv’s Airport Tours
➢Six blog posts scheduled for April and May 2022
9.A.1.a
Packet Pg. 120 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Media Leads
➢VISIT FLORIDA Editorial Lead: March 2022 Topics
➢Eco-Friendly Travel in Florida
➢Unique Outdoor Adventures and Experiences
➢Florida Walking Tours: Audubon’s Corkscrew Swamp Sanctuary’s programming
including night walks and guided experiences
➢Smart Meetings
➢Crafted responses for feature coverage in meetings trade publication, slated for the
June issue
➢Washingtonian Magazine, Beacon Newspaper
➢Connected with writer Alice Shapin to source assignment, providing a destination
overview highlighting the top things to do in Naples
9.A.1.a
Packet Pg. 121 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Partner Communications
➢U.S. Travel Association’s IPW (June 4-8 Orlando)
➢Reviewed media list, made selections for US/Canadian media appointments
➢Devised message strategy for international media
➢Will serve as a PR delegate at the conference
➢Partner Engagement –Hot Tips
➢Requested information on seasonal story angles/ideas –specifically what’s new
for Spring, outdoor recreation experiences, and LGBTQ offerings
➢Partner Training Sessions
➢Developing a presentation on social media and influencer best practices to
present to partners in May
➢Partner Newsletter
➢Assisted in creation of March Newsletter and deployment on March 23
9.A.1.a
Packet Pg. 122 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Looking Ahead
➢Pitching
➢MINTO US Open Pickleball Championship
➢Pride Month
➢Summer Travel
➢Arts & Culture Events (long-lead)
➢Media Visits
➢Cathy Chestnut (Palm Beach Media Group) –April 5-7
➢Upcoming Coverage
➢Recommend –Family Travel Trend Report
➢Travel + Leisure –The Ritz-Carlton Naples Golf Resort
➢Charlotte Parent –Multigenerational Travel
➢USA Today Go Escape –Everglades National Park
➢Meetings Today –Florida supplement
9.A.1.a
Packet Pg. 123 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
Thank you!
Proud to be your Partner in Paradise!
9.A.1.a
Packet Pg. 124 Attachment: Part 1 Marketing Partner Reports April 2022 (21943 : Marketing Partner
04/25/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.B.1
Item Summary: Marketing Partner Report Part 2
Meeting Date: 04/25/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
04/13/2022 11:26 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
04/13/2022 11:26 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 04/13/2022 11:26 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 04/13/2022 11:41 AM
Tourism Paul Beirnes Director Completed 04/13/2022 12:16 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 04/14/2022 2:47 PM
County Attorney's Office Colleen Greene Attorney Review Completed 04/18/2022 10:30 AM
Tourist Development Council Paul Beirnes Meeting Pending 04/25/2022 9:00 AM
9.B.1
Packet Pg. 125
MARKETING PARTNER REPORTS
PART II
9.B.1.a
Packet Pg. 126 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
TOURIST TAX COLLECTIONS
Collier County Tax Collector
9.B.1.a
Packet Pg. 127 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 128 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 129 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 130 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 131 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 132 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 133 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 134 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 135 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 136 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 137 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 138 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
WEB SITE ANALYTICS
Miles Partners, Inc.
9.B.1.a
Packet Pg. 139 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
ParadiseCoast.comMonthly Report
March 2022
Naples, Marco Island & the Everglades CVB
9.B.1.a
Packet Pg. 140 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 141 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 142 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 143 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 144 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 145 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 146 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
ON LINE HOTEL BOOKING SERVICES
Book Direct-JackRabbit Systems
9.B.1.a
Packet Pg. 147 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 148 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 149 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Paradise Coast Sports Complex
9.B.1.a
Packet Pg. 150 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
PARADISE COAST
Paradise Coast Sports Complex (PCSC)
April 2022
9.B.1.a
Packet Pg. 151 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
AGENDA
Upcoming Events
Website & SEO Update
Social Media Update
Awareness & Press
In the Works…
9.B.1.a
Packet Pg. 152 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
UPCOMING EVENTS
9.B.1.a
Packet Pg. 153 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
TOURNEYS * CONCERTS * EVENTS
May
•FHSAA State Lacrosse Championships
•EDP Cup Soccer Tournament
•Winston Cup Soccer Tournament
•Pro Soccer Pathways Camp
•Naples United Semi-Pro Soccer
•Naples 9s Rugby Tournament
9.B.1.a
Packet Pg. 154 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
TOURNEYS * CONCERTS * EVENTS
June
•Copperheads Rugby
•Naples United Soccer
•Naples City Soccer
•Azzurri Storm Soccer
•Warrior Soccer Tour’s 5v5 Naples Event
•Sunset Saturdays EVERY WEEK!
9.B.1.a
Packet Pg. 155 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
WEBSITE & SEO
UPDATE
9.B.1.a
Packet Pg. 156 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
SEO WEBSITE –Playparadise.com
Q1 Results:
•Keyword Research
•Technical SEO
•Competitor Analysis
•Site Audit
•Strategy Development
9.B.1.a
Packet Pg. 157 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
SEO/WEBSITE-Playparadise.com
Q1 Results
All Traffic
Up 108%
Organic Traffic
Up 121%
9.B.1.a
Packet Pg. 158 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
SOCIAL MEDIA
UPDATE
9.B.1.a
Packet Pg. 159 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
FACEBOOK PAGE -www.facebook.com/pcscnaples
MARCH
People 122,844
Reached +20%
Page 3,434
Visits +107%
Page Likes Total 6,313
Gains 430
Gains %271%
9.B.1.a
Packet Pg. 160 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
INSTAGRAM PAGE: PCSCNAPLES
MARCH
Followers 2,610
+86 net
Accts Reached 8,314
+36%
Content Reach
Reels 6,304
Posts 3,209
Video 896
Stories 787
Impressions 34,743
9.B.1.a
Packet Pg. 161 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
#PLAYPARADISE -TWITTER
Goal: Drive more
followers-3000 EOY
Strategy: Cross Posting &
follow other area entities
to build awareness.
9.B.1.a
Packet Pg. 162 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
AWARENESS & PRESS
9.B.1.a
Packet Pg. 163 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
DEALER’S
APPRECIATION
EVENT
Over 600 people descended on The
Cove Beer & Wine Bar for a Naples
Dealer’s Customer Appreciation
Party. APRIL 9, 2022
Celebrated reggae band I-Ruption
played an extended set well past
sunset, as Audi, Acura, Infiniti, and
Volkswagen owners from Collier
County enjoyed a stellar evening
under the stars!
9.B.1.a
Packet Pg. 164 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
GETTING THE WORD OUT
9.B.1.a
Packet Pg. 165 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
MEDIA OPPORTUNITIES
CABLE
CAMPAIGN
April-June
Four Rotating
Commercials NAPLES DEALERS
AUDI
INFINITI
VOLVO
ACURA
VOLKSWAGON
9.B.1.a
Packet Pg. 166 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
APRIL NEWSLETTER
Over 450
Registered!
9.B.1.a
Packet Pg. 167 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
IN THE WORKS…FACILITY TRIFOLD
INSIDE OUTSIDE
9.B.1.a
Packet Pg. 168 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
THANK YOU!
9.B.1.a
Packet Pg. 169 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Collier County Museums
Visitation Reports
9.B.1.a
Packet Pg. 170 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
VISITATION
March 2022
9.B.1.a
Packet Pg. 171 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
10,017 TOTAL VISITORS IN MARCH
March 2021 March 2022
Collier Museum at Government Center 419 992
Immokalee Pioneer Museum at Roberts
Ranch 164 1,390
Marco Island Historical Museum 2,060 3,713
Museum of the Everglades 1,821 2,125
Naples Depot Museum 550 1,797
TOTAL 5,014 10,017
9.B.1.a
Packet Pg. 172 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
15%
10%
12%
55%
8%
Full-time Collier Resident Part-time Collier Resident Florida resident (not Collier County)US resident (not Florida)International
Where are you from?
9.B.1.a
Packet Pg. 173 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
How did you hear about us?
9.B.1.a
Packet Pg. 174 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Please explain why you would or would not
recommend this museum to others.
Marvelous historical collection I love this museum. Next to the museum of Everglades, it is the best!
It’s a nice place to come with kids Well done
Very interesting and well conserved Because it’s great
Great Staff Remarkably good
Museum is very interesting to look at and it is very fun to learn about
history of Naples Would recommend
Beautiful museum! We loved it so much.Great exhibits and helpful staff
Very informative It’s great
Maybe some drink and food areas Was very interesting
9.B.1.a
Packet Pg. 175 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Customer Satisfaction
Mean Maximum
Please rate your overall experience
with this Museum.4.84 5.0
How satisfied were you with the
service you received?4.86 5.0
How likely are you to recommend this
Museum to a friend or colleague?9.45 10.0
9.B.1.a
Packet Pg. 176 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
How likely are you to recommend this Museum to
a friend or colleague?
9.B.1.a
Packet Pg. 177 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Current
Exhibits
9.B.1.a
Packet Pg. 178 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 179 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Bittersweet Harvest:
The Bracero Program 1942 –1964
Immokalee Pioneer Museum
April 29th –August 27th
colliermuseums.com
This exhibit explores the little-known story of the Bracero
Program, the largest guest worker program in US history.
Between 1942 and 1964, millions of Mexican men came to
the US on short-term labor contracts. This bilingual exhibit
explores the experiences of the workers and their families.
"Bittersweet Harvest: The Bracero Program" was organized
by the National Museum of American History in partnership
with the Smithsonian Institution Traveling Exhibition
Service, and received federal support from the Latino
Initiatives Pool, administered by the Smithsonian Latino
Center. All photographs by Leonard Nadal.
9.B.1.a
Packet Pg. 180 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 181 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
Wallace W. Abbey: A Life in Railroad:
Photography Naples Depot Museum
May 12, 2022 –August 20, 2022
colliermusems.com
The exhibition Wallace W. Abbey: A Life in Railroad
Photography serves as a platform to present the life work of
one of America’s most dynamic and lesser-known railroad
photographers, Wallace W. Abbey. Abbey offers a full
understanding of all aspects of railroading and delivers his
visual ideas in an exciting presentation enjoyable to the
railroading community and the general public alike. Abbey’s
unique roles with Trains and later the SOO Line as a
photographer, journalist, historian, and railroad industry
executive allowed him to capture often overlooked
perspectives spanning primarily from the 1940s through the
1970s. He witnessed and photographed the sweeping
changes in the railroad industry following the shift from
steam to diesel locomotives, and showcased the
transformation of transportation and photography after
World War II.
9.B.1.a
Packet Pg. 182 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 183 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
THANK YOU
Questions?
9.B.1.a
Packet Pg. 184 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
9.B.1.a
Packet Pg. 185 Attachment: Part 2 Marketing Partner Reports April 2022 (21944 : Marketing Partner
04/25/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 11.A
Item Summary: Tourism Staff Reports
Meeting Date: 04/25/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
04/12/2022 11:32 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
04/12/2022 11:32 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 04/12/2022 11:32 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 04/12/2022 11:40 AM
Tourism Paul Beirnes Director Completed 04/12/2022 11:57 AM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 04/12/2022 4:10 PM
County Attorney's Office Colleen Greene Attorney Review Completed 04/13/2022 1:18 PM
Tourist Development Council Paul Beirnes Meeting Pending 04/25/2022 9:00 AM
11.A
Packet Pg. 186
Paul Beirnes DIRECTOR ACTIVITIES – March 1 - 31, 2022
TASK
2022
Strategic Planning Projects 21
Collateral Development 32
Staff Planning & Development 30
New Projects 8
Current and Upcoming Significant Strategic Initiatives
Global Award: The team is pleased to announce that on March 30th at the HSMAI Adrian Awards
(Hospitality Sales Marketing Assn. International) Paradise Coast CVB received one of the highest global
recognitions in marketing by receiving the President's Award in the category of COVID recovery
campaign for the “Only Paradise Will Do” campaign that was executed in 2021. In addition to receiving
the prestigious President’s award the CVB also received a gold award and two bronze awards for its
recovery campaign elements.
Travel Sentiment: The team continues to monitor consumer sentiment over a number of sources . In the
most recent Longwoods Sentiment research it indicated that travel concerns relating to Covid (20%
indicating an influence on travel) were the lowest they have been since the beginning of the pandemic.
Unfortunately concerns relating to the economy / fuel prices are now a greater expressed concern (38%
indicating influence on travel plans). It is important to note that these sentiments are domestic and not
exclusive to our region. We continue to closely monitor any impact and influence this might have and
make appropriate adjustments within the spring and summer campaign if needed.
Budget & Planning: The Budget process for FY’23 is well underway and FY’23 Strategic Marketing
Planning has already taking place with a concentrated effort internally and across our global agencies
through the end of May.
Monthly Activities
Trade Shows / Tourism Industry Conferences
• Attended the HSMAI Adrian Awards (Hospitality Sales Marketing Assn. International) to accept
the Global President’s award, Gold Award and two Bronze awards for the Covid Recovery
Campaign and efforts
Tourism Industry & Intra-Division Meetings
• Presented a speech to the Marco Island Association of Realtors to discuss and present the
impact and importance of tourism on the community
• Presented a speech to the tourism curriculum class at Palmetto high school to showcase and
feature the importance of tourism on the community
• Hosted a joint meeting with the CVB and leadership of the US Open Pickleball in anticipation of
the April event
• Hosted several meetings with the organizers as well as Collier County executive leadership
regarding the future of Pro Watercross event in Collier County
11.A.a
Packet Pg. 187 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
• Hosted a meeting between the CVB and the western cup leadership team regarding future
efforts and supporting initiatives within Collier County
• In March the Paradise Coast CVB, Lee County VCB and RSW airport welcomed the inaugural
flight of Eurowings Discover Airlines which is part of Lufthansa and will provide nonstop service
between RSW and Frankfurt.
• Hosted a joint meeting with the Sports Complex relating to ongoing integration and
collaboration of efforts between the divisions.
• Attend monthly Florida Restaurant and Lodging board meeting
• Bi-weekly Meeting with Parks & Resorts – upcoming events
• Host planning meeting with German trade representative Diamonde
• Host planning meeting with UK trade representative Ommac
Staffing / Development
• Partnered with the Arts and Culture Manager while attending meetings related to the newly
launched position involving arts and culture committees, Bayshore Gateway Public Art and
launch of Arts Advisory Committee
• Hosted several meetings and brainstorming sessions on integration of Collier county's 100th
anniversary within the future communication efforts of the CVB
• Administer, review, provide feedback and approve division Controls
• Conduct weekly scheduled one on one meetings with each of 7 current staff reports
• Conducted assigned / required Collier University training
• Bi-weekly meetings with Deputy County Managers Dan Rodriguez
Strategic Implementation
• Executed a series of meetings with our agency with regards to the development of a robust
database system and acquisition process
•
• Extensive strategic discussions and planning surrounding the approaching Spring/Summer media
campaign
• Attended and was a key partner in the Imagine Solutions Event that took place at Innovation
Hotel attracting over 450 prominent leaders from around the world
Marketing / Public Relations/Communications / Sales
• In depth planning and meetings regarding the Hispanic Arts event in FY23 regarding the
evolution of the Grants program and encouraging the arts community to collectively apply for
grants
• Executing the renewed RFP search (based on contractual end of term) for the International
Trade services agencies relating to Germany and the UK. (end of contract term Oct 1, 2022)
• Attended the topping off ceremony at the Ritz Carlton for the expansion tower and evolution of
the beach property
• Bi- weekly PR agency meeting
• Monthly Paradise Advertising agency meeting
11.A.a
Packet Pg. 188 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
• Strategic guidance on all meeting and leisure email blasts
• Provide team with regular data insight and market intelligence
Collateral development
• Provided ongoing review, direction, proofing and approval of all division collateral and
communications
11.A.a
Packet Pg. 189 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
MARCH 2022 DIGITAL & SOCIAL MEDIA REPORT – BUZZY FORD
MARCH 2022
PERIOD AT A GLANCE
2022
2021
Twitter Accounts (3)
Twitter Tweets & DMs Sent: 39
Engagements: 196
Link Clicks: 15
Followers Gained: 38
Impressions: 7,765
Twitter Tweets & DMs Sent: 52
Engagements: 492
Link Clicks: 44
Followers Gained: 3
Impressions: 22,763
Facebook Accounts (5)
Facebook Posts Sent: 84
Engagements: 72,716
Link Clicks: 28,125
New Fans: 253
Impressions: 4,167,951
Facebook Posts Sent: 84
Engagements: 32,938
Link Clicks: 6,223
New Fans: 155
Impressions: 785,928
Instagram Accounts (3)
Instagram Media Sent: 78
Engagements: 1,521
Followers Gained: 134
Instagram Impressions: 951,484
Instagram Media Sent: 31
Engagements: 2,223
Followers Gained: 96
Instagram Impressions: 50,546
CrowdRiff 16k interactions and 35k views 16k interactions and 30k views
ThresHold360 46,970 Views / 127,890 Engaged Views 50,702 / 1,638 Engaged Views
Notable Tasks
• Repair broken website links
• International Visitor Guide audit
• MinuteTraq training.
• Update TDC Grant section of Collier County website
11.A.a
Packet Pg. 190 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
• Film Northstar Vision Video
• Update the “In the News” section, highlighting various destination coverage.
• Renew Website Domains
• Begin planning of our social media/influencer marketing training seminar
• Attend Everglades Society for Historic Preservation fundraiser (Bank of the
Everglades)
• Fix ParadiseCoast.com broken links
• Attend Paradise Concours car show media day
• Updated both Media and Influencer FAM Request Pages
• Interact via social media with visiting influencers.
• Landing Page Optimizations
• Provide b-roll and images for staff and journalists
• Update and create partner website listings.
• New Website Content
o Find your beach in paradise
o Independence Day Celebrations not to miss
o 7 Must-Play Public Golf Courses on Florida’s Paradise Coast
• Facebook & Instagram Live
o Keewaydin Island with Pure Naples
o Naples Beach daytime
o Naples Pier sunset
o Naples Pier daytime beach
11.A.a
Packet Pg. 191 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
PUBLIC RELATIONS & COMMUNICATIONS
Maria Power March 1-31, 2022
Journalists/ Influencer Activity:
Hosted:
Jennifer Brommer – blogger with Travel with a Plan who produces a family blog with 100 K + monthly
page views. She will be writing for the blog and doing social media posts for both Naples and Marco
Island food and family attractions.
Paul Rubio - an award-winning journalist and contributor to Travel + Leisure, AFAR, New York Times,
Robb Report and Palm Beach Media Group, among many others. He is on assignment for Palm Beach
Media Group for a “Florida Bucket-List” feature that will be in the July/August issue. It will highlight
unique natural settings and locations that are a bit off the beaten path.
Judy Freedman – Blogger for aboomerslifeafter 50, a blog targeted to baby boomer womenvand writer
for Getting On Travel, (GOT) a website for luxury travel for those 50+.
PERIOD AT A GLANCE
March
March 2022 March 2021 / 2020
Media Interactions 32 March 2021 – 19
March 2020 – 25
Journalists/Influencers Hosted 3 Jennifer Brommer, Paul
Rubio, Judy Freedman
March 2021 – 1
March 2020 – 0
11.A.a
Packet Pg. 192 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Activity:
• Provided introductions to Southern Living Magazine for JW Marriott Marco Island Beach Resort,
Marco Beach Ocean Resort, Marriot Crystal Shores, Hilton Marco Island. The PR Department
worked with the hotels to schedule filming times with Southern Living.
• Worked with Vanessa Infanzon of Upstate Lake Living for images
• Worked with Judy Freedman for restaurant and attractions suggestions.
• Worked with Naples Botanical Garden for pass for Judy for an article for travel website Getting
on Travel
• Completed itinerary for Jennifer Brommer.
• Completed itinerary for Paul Rubio
• Vetted blogger Naomi Isted from the UK
• Vetted VF Mexican fam for March
• Vetted French influencer, Shirley Gadliaridi for potential FAM visit.
• Provided images for Brandy Gleason for Waterfront Spots to eat in Naples
• Vetted Carmen Ordonez, lifestyle and travel blogger
• Vetted Cathy Chestnut of Palm Beach Media
• Created itinerary for Cathy Chestnut of Palm Beach Media 14-page feature story in the
July/August issues of Naples Illustrated, Palm Beach Illustrated, Fort Lauderdale Illustrated and
Aventura magazines.
• Worked with Charles McCool for article on 11 Unique and Cool Activities on the US Gulf Coast,
mentioning Everglades Boat Tours, Rookery Bay and the Oasis Visitor Center
• Vetted Ashley Taylor for potential FAM
• Worked with Steve Winston of Smart Meeting for June issue
• Vetted Recherchereise Florida with Diamonde for June visit
• Assisted Lesli Peterson of 365 Traveler for Blog on Marco Island called “ 16 AMAZING THINGS TO
DO IN MARCO ISLAND, FLORIDA”
• Created top event list for April for Charles McCool 9 Fun Things To Do on US Gulf Coast in April
2022
• Assisted Nancy Theroet of Florida Weekly for outdoor art article she is writing and provided
imagery for the article and assisted with interview with John Melleky
• Assisted Charles McCool with fact checking article for US Gulf Coast article on Breweries
• Had discussion with influencer Molly Kuplen about possible FAM visit.
• Worked with Naplesnoms blogger to see if her brand and analytics worked with our marketing
plan.
• Provided images and public art information to Nancy Theroet for Florida Weekly article
• Provided images for Lisa Polk for upcoming Cleveland Clinic Meet at Ritz Carlton Golf Resort in
November
• Worked with Vanina Russo of Conex for IPW images for CVB booth.
11.A.a
Packet Pg. 193 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
• Assisted Alan Jones with images for Yamaha Blog & Community page
• Worked with Josefina Tofar of Chile Aviareps with photos for March 31 event.
• Helped Robin Demattia with images for Best of Blog
• Approved images for Lauren Barrios of Invertour for images for event
• Helped Steve Clenney or Zartico with images for CVB presentation
• Approved images for Sarah Capuzzi of Playeasy for sport article
Regional and International PR Initiatives:
Working with our German office for 2 upcoming FAM’s in May and June
March News & Press Releases:
News:
13 Best Grouper Sandwiches in Florida
These Small Towns In Florida Have The Best Downtown Areas
16 Amazing things to do in Marco Island, Florida
Florida-Discoveries Await
Press Releases:
Gulfshore Playhouse Raises Record Number via Immersive Theatrical Experience
Glamorous new arrival at Revs Institute
FLORIDA’S PARADISE COAST CVB EARNS PRESIDENT’S AWARD AT 65TH ANNUAL HSMAI ADRIAN
AWARDS
Website Listings, Events and Deals
• Created new 78 event listings on the website.
• Website data:
o March 14,155 views on the events page up from both February = 13,998 views on the
events page, and 10,813 in January.
o The events landing page held steady at the third most viewed page on the website.
• Created or updated 22 deals on www.ParadiseCoast.com.
o 3285 unique views from individuals searching deals.
o Deals page views up 16% compared to 2021, and up 50% compared to 2020 views.
• 2 business listings created, updated, or removed from the website.
11.A.a
Packet Pg. 194 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Publicity Highlights (clips)
16 AMAZING THINGS TO DO IN MARCO ISLAND, FLORIDA
If Marco Island, Florida is not currently on your bucket list, that’s about to change! Marco Island is the
only developed island of Florida’s Ten Thousand Islands. It is located just south of Naples on Florida’s
gulf side, and is part of the string of cities known as Florida’s Paradise Coast.
Here, you’ll find world-class beaches, restaurants, and barrier islands to explore. Spend the day out on
the water kayaking through mangrove-lined estuaries, going shelling around the different islands, or
enjoying some fresh seafood from local favorite restaurants.
The best time to visit Marco Island is in the dry season, early fall or spring. Not only is the weather the
best at these times, you’ll also find that there are fewer crowds, so you can enjoy warm sand beaches all
to yourself!
Keep reading for all the best things to do in Marco Island and the Ten Thousand Islands.
To read more please visit: https://365atlantatraveler.com/marco-island/
These Small Towns In Florida Have The Best Downtown
Areas
With the unique natural features and historical significance of the towns attracting the visitors initially, it is the downtown area that comprises
the area of gathering at the end of the day. These nine towns have the best downtown areas in the state of Florida.
11.A.a
Packet Pg. 195 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Naples
Downtown of Naples, Florida, at dusk.
Naples is set in southwestern Florida on the Gulf of Mexico at the edge of Big Cypress Swamp. Established as a winter resort in the late
1880s, it was named after the Italian city to attract newcomers, while the arrival of the railroad and the construction of the Tamiami Trail
running from Naples to Miami aided in populating the area. Tourism is the mainstay of Naples, while the citrus industry adds to the economy,
and the large retiree population signals stability and quaintness of the city. The cultural mecca on the Paradise Coast, Naples, is home to
sugar-sand beaches lining the long coastline and the tropically infused downtown and historic streets, such as the Third Street South and
Fifth Avenue South. The eye-catching decorated pastel-hued buildings with cascading blooms house many upscale shops, bars, restaurants,
and Italian-style patio cafes for people-watching. The outdoor lovers will love the fresh air and the colors of the Caribbean Gardens
comprised of a botanical garden to please all senses, and the zoo, especially beloved by families with kids. The Collier County Museum is 5-
acre (2-hectare) historical park in the city. The miles of beaches and the 1,000 feet (300 metres) long fishing pier call out for scenic strolls
and all the water fun imaginable.
DeLand
Persimmon Hollow Brewery and other shops in downtown DeLand street view. Editorial credit:
SR Productions / Shutterstock.com
Part of central Florida, the historical city of DeLand, includes a walkable downtown worthy of wandering around. The countless adorable
boutiques, vinyl record shops, antique shops, and restaurants to suit any taste set inside historic buildings please the eye with their aesthetic
facades. The restored vintage Florida Victorian Architectural Salvage (1926) is known for a far-reaching clientele of lovers to repurpose
architectural artifacts, with over 8,000 square feet of incredible architectural finds. There are the Persimmon Hollow and Hyderhead Brewery
for an atmospheric evening, while the wine-lovers will rejoice in the Elusive Grape. As the area's only meadery, the Abbey Bar and the Odd
Elixir are famed for their quintessential craft. For a wholesome experience of sipping one's way through DeLand and West Volusia, the
11.A.a
Packet Pg. 196 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
renowned Cool Craft Trail comprises tastings of brews, meads, coffees, wines, and more. The DeLand Naval Air Station Museum, part of the
DeLand Airport, delights the history buffs with its WWII history memorabilia. The nearby Blue Spring State Park is the winter home to a large
population of Florida's manatees, where one can have a refreshing swim along the lined oak trees dripping in Spanish moss.
Key West
Downtown area of Key West. Editorial credit: Markus Haberkern / Shutterstock.com.
Key West's four-mile (6.4km) long by two-mile (3.2km) wide island comes with an incredibly rich downtown area and a sun-drenched beach
bounded by crystal-clear waters for scuba diving, sailing, and snorkeling. The English corruption of Cayo Hueso, meaning "Bone Islet," the
town was named after Spanish explorers finding human bones. Gifted to a Spanish army officer, Juan Pablo Salas by the crown in 1815,
who sold it to the Americans, the town acted as a base of operations against pirates before getting destroyed by a fire in 1886. Since
demonstrating a move for independence with protests against the imposition of a roadblock on the Overseas Highway in 1982, the self-
declared Conch Republic celebrates its day every April. There is a unique blend of Cuban, West Indian, Bahamian, and American cultures in
the atmosphere and the architecture on the streets. The patchwork of palm-fringed streets lined with conch-style houses beautifies the
compact downtown area with a tropical vibe. Former vacationers include Ernest Hemingway, Tennessee Williams, and ornithologist John
James Audubon who left their essence in the 19th-century wooden homes preserved as landmarks. The town continuously inspires artists,
writers, and those preferring less conventional lifestyles to come and create, especially during the annual Hemingway Days Festival in July.
The city also hosts the Fort Zachary Taylor State Historic Site, the Key West Aquarium, and three museums on shipwrecks and industry.
READ MOREKey West, Florida
Dunedin
Trolley driving through main St. in Dunedin, Florida. Editorial credit: Garrett Brown / Shutterstock.com
Incredibly atmospheric, Dunedin comes with kitsch Jolley Trolley trams carousing around the lively streets lined with colorful buildings for the
famed postcard-perfect looks of the town. Initially settled by the Scots in 1852, the name is the Gaelic interpretation of the word for
Edinburgh, "Dùn Èideann." The many streets with names nodding at the Scottish heritage are dotted with numerous pubs serving authentic
food and craft beer with a complementing old-country vibe for the richest Scottish experience. More culture can be absorbed at the Dunedin
Celtic Music festival and the Craft Beer Festival, integral to the town, revealing traditions through open celebrations of affairs through lights,
colors, sound, authentic grub, and more beer.
Key Largo
Tropical beach and pier on sunny beach in Key Largo, Florida Keys islands.
11.A.a
Packet Pg. 197 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Known as Cayo Largo, meaning "long islet," Key Largo is the largest of the Keys in the Florida Keys archipelago, at 33 miles (53 km) long.
The "easy-breezy" island town is connected by overseas U.S. Highway 1 to the mainland. A few miles offshore, the living coral reef makes it
a highly-demanded tourist spot known as the "Diving Capital of the World," attracting thousands of scuba divers and sport-fishing
enthusiasts. The kayakers and eco-tourists enjoy its proximity to the famous Everglades National Park, while those seeking cultural mingling
can visit the Caribbean Club built in 1938. Although mostly filmed on Warner's set, the namesake film of 1948 earned the town its initial
recognition. The 10,000-some residents spread over the large land area for an un-crowded paradise with a small quaint town feel and
tropical environment. After tourism, the plantations of key limes aid the economy while adding the tropical vibe. Having formed as an
exposed, fossilized remnant of a coral reef during a high tide that was uncovered and eroded during a subsequent ice age, the town has
visible fossilized corals and smooth, eroded limestone "caprock" at the surface. The first underwater park in the nation, the Pennekamp Coral
Reef State Park, contains the largest formation and the only living coral barrier reef in the continental United States.
READ MOREKey Largo, Florida
Tarpon Springs
Tourist and locals shopping at the historic beach downtown of Tarpon Springs.
Editorial credit: Microfile.org / Shutterstock.com
Discovered in the early 20th century by Greek settlers who made the thriving industry out of the plentiful natural sponge in the sea, they set
up commercial spots and engraved their culture and traditions into what Tarpon Springs is today. The town was named after the fish breed,
plentiful in the waters around. The historical influence can be seen in the stores selling the natural sponge, while its whitewashed buildings,
narrow winding streets, and loud markets selling all kinds of goods showcase the Greek influence. As the only town with pronounced Greek
roots for hundreds of miles around, its authentic restaurants are known to serve some of the best Mediterranean cuisine in the region.
READ MORETarpon Springs, Florida
St. Augustine
Town square and fountain in St. Augustine, Florida.
Known for the cobbled streets and centuries-old Moorish and Spanish colonial buildings of its Historic District, St Augustine may just be the
most aesthetic town in the United States. As the nation's oldest, continuously settled city, it was founded upon the arrival of the Spanish
explorer Juan Ponce de León in search of the legendary Fountain of Youth in 1513. In 1965, Pedro Menéndez de Avilés established the city
upon destroying the French colony, naming it after the bishop of Hippo. The Spaniards occupied the city for 256 years except from 1763 to
1783, when the state was under England's possession. Becoming part of the United States in 1821, the culturally-rich city maintains its
historic charm, enchanting the visitors with the jaunty orange-and-green Old Town Trolleys, quaint street cafés, and hidden courtyards. The
national monument grand Castillo de San Marcos, as the oldest masonry fort in the United States built in 1672–95 near the southern tip of
the peninsula, is the Spanish empire's remaining symbol. The many Spanish colonial buildings and sites have been restored, while the main
museums are the Lightner Museum, the St. Augustine Lighthouse and Museum, and the Government House Museum.
READ MORESt. Augustine, Florida
11.A.a
Packet Pg. 198 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Stuart
The historic downtown area of Stuart, Florida.
Stuart comes with a historically charming downtown brimming with shops, restaurants, boutique hotels, and a gorgeous waterfront. Having
weathered many hurricanes and storms, the House of Refuge at Gilberts Bar (1876) is the sole survivor from those times, offering an
insightful journey into the past. Serving to house shipwrecked sailors along Florida's East Coast, it is run by the United States Lifesaving
Service, reminiscent of those who lived hardscrabble lives to help the shipwrecked sailors. As the Sailfish Capital of the World, the town is a
popular wintertime destination for sport-fishing enthusiasts on the Gulf Stream off the coast. Known as the "Speedy Gonzales of the sea,"
the sailfish leap and dive continuously when free, putting on a fierce fight when hooked. The struggle to rear one in makes a real spectacle
and a highly-demanded experience that can take hours to win the battle and land the magnificent creature in the boat. The town features
many props commemorating the sea-fighters and shops selling memorabilia, while the locals tell century-old tales of their fishing for sails
experience.
These downtown areas, complete with a tropical vibe of the state, showcase the town's personality, culture, and historical significance. The
many shops and restaurants complete with aesthetically pleasing facades diversify one's stay while eating out on an atmospheric restaurant
patio or shopping for a special souvenir to bring home.
To read the whole article please visit: tlasThese Small Towns.com
• Home
11.A.a
Packet Pg. 199 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
• Contact Us
• Privacy
• Copyright
•
• Corrections Policy
• Ownership Policy
•
•
March 28, 2022
UVM: 26,733
11.A.a
Packet Pg. 200 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
GROUP MEETING SALES REPORT
Lisa Chamberlain, CMP – Group Sales Manager
Reporting Period: March 1 – 31, 2022
2021 2022
Number of Meeting Planner Contacts
36 51 (vs. 97 in Feb; 103 in Jan;
84 in Dec / 74 in Nov)
Number of RFP leads sent to hotel partners
57 Leads sent
$23,905,999 estimated
Econ impact
28 in 2020
44 leads sent (vs. 52 in Mar; 86 leads
sent in Jan; 73 in Dec; 62 in Nov and 60
in Oct)
27576 potential room nights (vs.25,719
in Feb; 51,754 in Jan; 21,437 in Dec;
24,681 in Nov)
$17,341,053 Estimated Economic Impact
(vs. $18,531,906 in Feb; $33,833,940 in
Jan; $18,859,585.16 in Dec;
$35,562,763.05 EEI in Nov)
Number of Groups booked
3 groups booked 3 groups booked (vs. 2 in Feb; 5 in Jan;
3 in Dec; 6 in Nov; 1 in Oct)
Total Room Nights/Econ. Impact for Period
booked
$1,765,130 direct
spending EI; 3074 total
room nights booked
$222,333 direct spending EI, 1,093 TRN
in March: (vs $79,791 direct spending EI;
244 TRN in February; $348,085 direct
spending EI; 713 total room nights
booked in January; $441,239 direct
spending EI; 581 total room nights
booked in Dec; $1,409,708 EI; 3000 TRN
in Nov)
Number of RFP Enhancement (RFPE)
Requests
2 2 For March (vs 3 for Feb; 0 for
January; 0 in December; 3 in
November)
-National Oil Recyclers Assn NORA
2022 Annual Conf May 2023 Ritz-
Carlton Golf
-Massachusetts Bankers Assn May
2023 Ritz-Carlton, Naples Beach
Number of RFPE’s to Contract
1 0 (vs. 0 for February; 0 for
January; 0 in December; 1 in
November)
Client Site Visits & FAM’S
1
TE Law Partner Meeting
2022/Maritz
5 (vs. 1 in February; 2 in January)
3/3 NAFCU Site Kristen Teegarden
3/15 Letreze Gooding Taylor planner for
Leadership Florida at Ritz-carlton Beach
Banner & Witcoff Attny Retreat Naples
Grande
Rue Patel HB Site at Ritz-Carlton Beach
PPG Site at Ritz-Carlton-ConfDirect
Hotel Partner Site Visits 6 5 hotel/one DMC 1 3/2: Trish Williams DoubleTree
Suites by Hilton Naples Site (vs.
1 in Feb; 1 in Jan)
11.A.a
Packet Pg. 201 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Number of Shows Attended No shows this period No shows this month
• Joined the CVB team on February 1, 2021
EVENTS ATTENDED
Hotel & Hospitality Industry networking event
SALES ACTIVITIES
Connecting with and assisting meeting planners who have submitted leads directly and through Cvent and
other channels. Coordinator position has remained vacant since February; processing of leads has been
hindered a bit. RFPs. 44 leads this month (vs. 52 leads in February; 86 leads in January; 73 leads in Dec ; 62
in Nov; 60 in Oct; 47 in Sept; 58 in August)
• 3/1: The IRF 2022 Trends webinar
• 3/1: Northstar Vision Video Planning
• 3/2: ConferenceDirect partnership proposal discussion with Julie Swann
• 3/2: Maritz partner agreement review
• 3/2: DoubleTree Suites by Hilton Naples – Trish Williams hotel partner visit
• 3/3: Kristen Teegarden NAFCU Site Visit Naples Grande/LaPlaya/Hilton Marco/JW Marriott Marco
• 3/7: Onboarding of new hire for coordinator position
• 3/9: Rebecca Faust Mackey National Turkey Federation 2026/2027 – Rates out of her budget
• 3/15: Met Letreze Gooding Taylor Meeting Planner for Leadership FL at Ritz-Carlton Naples Beach
• 3/17: Site Visit Chris Banner & Witcoff All Attonry Retreat 2022 or 2023 / ABA Naples Grande
• 3/22: CooperVision ASC25 Dec 2024 lead – Blue Goose
• 3/22: RFPE Request - Massachusetts Bankers Association May 2023 Ritz-Carlton Naples
• 3/22: Wellness & Fitness Event Fall 2022 JW Marriott through Team E Factor Elizabeth Morrow
• 3/23: Northstar Vision Video filming on location for Meetings segment
• 3/23: Hotel & Hospitality Industry networking event
• 3/24: BUDGET submitted FY23 preliminary overview with projected amounts
• 3/24: Sponsor of Prevue Meetings & Worth WEBINAR ‘ Increase ROI by Increasing Wellness’
• 3/28: Rupal Patel HelmsBriscoe re: site visit 3/29 at Ritz-Carlton
• 3/28: Jeff Berger call re: NAFER site visit Fri 5/20 at JW Marriott & Ritz-Carlton Beach
• 3/29: Michael Duve C.H.I. Overhead doors
• 3/29: Assisted Elizabeth Luke with HB with video to promote upcoming conference
• 3/29: PPG site at the Ritz-Carlton Beach Resort David Grimm and Brian (Teresa Talley - CD)
• 3/30: USAE Webinar The Mechanics of Planning for Strategic Planning
• 3/30: IRF Webinar Incentive Trends for 2022 and Beyond
• 3/31: Candidate Interview with potential coordinator support position (M/M)
11.A.a
Packet Pg. 202 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
OBSERVATIONS/TRENDS
Planners are optimistic about the present and future. The recently released Meetings Industry PULSE
Survey, co-produced and sponsored by Cvent, finds that the only surge planners are concerned about is the
high volume of meetings they expect to produce over the next six months, and how they will produce them.
New bookings have rebounded and cancellations/rebookings are reportedly nearing “normal” levels again.
This mirrors what we are seeing in regard to continuously high group lead volume, with planners sourcing
primarily short term bookings. This momentum is anticipated to continue into the summer.
But despite this optimism, planners still share their challenges and concerns, such as higher rates and overall
costs; contract terms, market compression, supply-chain delays and staffing concerns. The uncertainty
surrounding the developments involving Russia and Ukraine remains a factor to consider in regard to
planner’s confidence of future meetings.
We have provided a link below for the full PULSE Survey, below.
Northstar Meetings Group & Cvent’s MEETINGS INDUSTRY PULSE SURVEY:
PowerPoint Presentation (northstarmeetingsgroup.com)
Per IRF’s webinar, ‘Incentive Trends for 2022 and Beyond’: As we head into Q2, there's good news for
incentive programs: Travel rewards are on the upswing and budgets are increasing. At the same time,
incentive planners face some considerable challenges such as motivating a dispersed workforce, rising
costs and supply-chain disruptions. Their panel of experts discussed how these and other conditions are
impacting programs now being sourced and planned. Other trends that were addressed include gifts and
points-based rewards, and why personalization is more important than ever.
We have been in communication with a few of our meeting hotels, who report a slight concern over 2024
Group Pace. They are focusing on maintaining substantial ADR (average daily rate), of course, and our goal is
to secure groups that are able to afford our destination. We have scheduled a ‘strategy meeting’ with the
area DOS’ of the meeting hotels to be held at our CVB offices in mid April, with plans to review our upcoming
sales strategies and travel.
A few of our larger hotels report they do have some 2024 leads in the sales funnel, with the objective to get
them here for site visits to close the business. Additional RFP Enhancement funding would be beneficial to
entice groups considering alternative destinations. From March 2021- March 2022 we recorded 854 leads
sent, which is a significant increase over 190 leads sent in the previous year. It is worth noting that many of
the leads sent over the last year are being ‘turned down’ or declined and we can assume that it is due to
pure lack of availability and the group strategy of attempting to balance the group vs transient ratio, and
maintaining rate integrity.
11.A.a
Packet Pg. 203 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
UPCOMING STRATEGIC INITIATIVES
We continue to work with Paradise Advertising and Northstar Meetings, filming a Vision Video to be featured
in an upcoming webinar targeting the group meetings market. Paul Beirnes, Buzzy Ford and I recorded
welcome message from the beach by the picturesque Naples Pier on March 23rd. (Results from last year’s
video was tremendous… the 2021 webinar sponsorship resulted in 1557 participants.)
Continue to work with Paradise Advertising on social media content for LinkedIn posts and educational
content.
Monitor status and registration numbers for upcoming industry events scheduled to be held in person over
the coming months. We have scheduled a ‘strategy meeting’ with the area DOS’ of the meeting hotels to be
held at our CVB offices in mid April. to maintain relationships and .
We will be representing the destination at the Prevue Innovate Summit in May. On April 5th Barb Quigley
attended Destination Celebration Kansas City. At this networking event we met with 70 local meeting
planner where we highlighted the benefits of meeting in our beautiful destination. We also attended MPI’s
Industry Exchange on April 7th and Global Meetings Industry Day celebrations. We are looking forward to
attending a Prestige Global Networking event on May 12th and CONNECT Meetings Luxury Incentive event
May 18-21.
Northstar Meetings Vision Video - Paul Beirnes and Buzzy Ford during filming on Naples beach:
11.A.a
Packet Pg. 204 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
11.A.a
Packet Pg. 205 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
GROUP MEETING SALES REPORT Synergy-Connect Midwest Reps
2021 2022
Number of Meeting Planner Contacts 18 120
Number of RFP leads sent 18
18
Number of Groups booked 1
1
Total Room Nights/Econ. Impact for Period
booked
306 RN
$88,017 Room Revenue
789 RN
$264,670.05 Room
Revenue
Number of RFP Enhancement (RFPE) Requests 0
Number of RFP’s to Contract 1
Site Visits & FAMS 1 Site Visit 0
Number of Shows Attended 2 virtual 0
RFPs
Event Name Organization Contact State Event Date Total
Room
Nights
NLC Mutual Winter Board Meeting NLC Mutual
Insurance/Conference
Direct
Joe Millenbach WI December 5-9,
2023
125
ERDI February 2023 Conference ERDI/Helmsbriscoe Kerry Kerr KS February 4-11,
2023
1255
Excelsior Expedition 2022 United
Healthcare/CWT
Meetings & Events
Katie Numedahl WI June 21-25th,
2022
153
CHS Top Customers Summit CHS/Helmsbriscoe Mary Medcraft WI February 2- 11,
2024
1630
CMFG President’s Meeting CMFG/NHS Global Bryan Ganek IL April 27-May 5,
2023
402
Love’s 2023 Leadership Summit Love’s
Travel/HelmsBriscoe
Lori Bolton KS Jan 28-February
1
210
The Shyft Group BOD Meeting The Shyft
Group/Conference
Direct
Sharon Gates MA February 13-18,
2023
75
Foxjet AJ April 2023 Meeting Foxjet/Conference
Direct
Theresa Sajnaj IL April 21-24,
2023
90
Johnson Control’s Masters Circle Johnson
Controls/AMEX
Michelle Grein WI January 16-23,
2023
1042
11.A.a
Packet Pg. 206 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
2024 Grinnell Mutual President’s Club
Meeting
Grinnell
Mutual/Acendas
Stephanie
Clifton
KS June 1-5, 2024 393
SC JS SC Johnson NAM 2022 SC Johnson/BI
Worldwide
Debra Deneen MN October 21-28,
2022
1805
Elanco Customer Incentive 2022 Elanco/BI Worldwide Shay Farmer WI October 21-26,
2022
30
Safelite Group Best of Belron Safelite/HelmsBrisco
e
Mary Herrera MN November 9-18,
2023
2,264
ORSC 2025 Annual Meeting ORSC/Helmsbriscoe Lori Truttschel WI February 7-14,
2025
397
WESCO EES Canada Annual Supplier
Meeting
WESCO/Helmsbrisc
oe
Therese Villano IL January 21-28,
2023
244
NCSC 2023 COSCA Spring Board
Meeting
NCSC/Maritz Global
Events
Jessica Klapstein MN March 16-19,
2023
40
Red Wind Tribal Conference HelmsBriscoe Mike Frederick MN October 1-6,
2022
1180
Bankers CMD Year End Winners Trip HelmsBriscoe Amelia Roper IL March 3-8, 2022 125
2023 ESICA Board Meeting –
Definite – JW Marriott
HelmsBriscoe Tanya Baker OH February 1-5
2023
69
CHS Inc. 2023 C3 Customer Connect
Definite – JW Marriott
HelmsBriscoe Mary Medcraft MN February 5-8
2023
720
PROSPECTING and OTHER ACTIVITIES
● Called on Destination Reps Invitation list for Bulls Event on 3/31 (40 calls)
● Attended PCMA’s Educational and Awards Gala (Sponsored by Destination Reps) 150pp in
attendance
● Reached out by phone and/or email to all new leads in March (18)
● Reached out by phone and/or email to December through February tentative accounts
● Attended Destination Reps Bulls Event. 50 clients in attendance.
LOOKING AHEAD
● April 5, 2022 – Destination Celebration Kansas City, BQ attending
● April 7, 2022 Industry Exchange – MPI Chicago Area Chapter, BQ attending
● April 8th, 2022 -Global Meetings Industry Day – BQ attending
● April 12, Lunch with Greg Lapin – American College of Healthcare Executives
● May 3rd, 2022 – Destination Celebration Columbus, Ohio , BQ attending
● May 12, 2022 Prestige Global Event Chicago – BQ attending
● May 21 - 24, 2022 - Connect Luxury Meetings - MZ attending
● June 1 - 4, 2022 - Incentive Research Foundation - MZ attending
● June 16, 2022 Chicago Area Chapter Annual Awards Celebration – BQ attending
● June 21, 2022, Association Forum’s – Forum Forward – BQ attendance tentative pending
registration fees
● June 23rd, 2022 Association Forum’s Honors Gala – BQ attendance tentative pending
registration fees
11.A.a
Packet Pg. 207 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
● August 24th, 2022 GPS Events Chicago – BQ attending
● September 7, 2022, Destination Celebration Minneapolis, BQ attending
● October 6, 2022, Destination Celebration India
11.A.a
Packet Pg. 208 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
PERIOD AT A GLANCE 2021 2022
Number of Travel Agent & Tour
Ops Contacts
545 117
Number of FAM’s/Site Visits 1 0
Number of Meeting Planners 398 7
Number of RFP’s Sent
0
7 leads sent with
potential of $82,161.60
DEIC 144 room nights Number of RFP’s Definite 0 1 with $8343.24 DIEC
11 peak rooms
Tradeshows attended 2
Consumer Contacts 0 468
Specialty Markets
Michelle Pirre - Sales Assistant 3/1/2022-3/31/2022
Meetings & Events:
March 3-7, 2022 - Exhibited at the Boston Travel & Adventure Show - 7,480 consumer attendees including
821 Travel trade, and 164 Travel Advisors.
March 11, 2022 - B2B Database Initiative with Miles Partnership- Discussions on how each department uses the
database to find the best suited for our needs in the future.
March 17-21, 2022 - Exhibited at the NYC Travel Adventure Show - 13,972 consumer attendees, 1900 Travel
Trade, 810 Travel Advisors and 254 Press.
March 24, 2022 - Meeting with sales team to create a new CVB Map of the destination. Discussions
about what should be included or removed and what the overall design and size should be.
March 24, 2022 - Attended the Naples Pride Business Alliance Meeting. The host was David Ardelean
owner of the Parkway Motel & Marina in Chokoloskee. David spoke of attractions and things to do in
Chokoloskee and Everglades City. There were 25 attendees with other properties from Naples in
attendance as well.
LGBTQ
To increase visitation from the Pride Travel Market, the CVB orchestrated a partnership between Naples
Pride, Holiday Inn Express-Downtown Naples, and parent company Palm Holdings. The last Pride
Festival in 2019 doubled in size, with over 10K attendees in a 6-hour span. With a pent-up demand for
travel & Pride Festivals and the desire for a sense of community, it is estimated that this year’s event will
be the largest Pride event in Collier County to date. To increase tourist tax revenue the CVB suggested a
host hotel along with a day after pride celebration at the property. Naples Pride, Palm Holdings and
Holiday Inn have signed contracts/agreements resulting in a multi-day Pride Weekend in Naples. The
11.A.a
Packet Pg. 209 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
CVB will be bringing in Downs St Germain to survey the crowd at the festival as part of our Visitor
Tracking Study for the event. Naples Pride Festival takes place on Saturday June 4th, 2022, 11am-5pm.
Travel Trends:
The CVB noticed the trends at both Travel Adventure Shows ranged from family friendly beach vacations
to many requesting information on the Everglades and outdoor activities. Travelers are still thinking
about wide open spaces when on vacation. Bucket List adventures seem to be making another round in
the leisure travel market, as if being pent up for two years has proven that life is short, and the world is
wide!
According to a recent article in Travel Pulse, summer and fall destinations weddings market should be
very strong. Travel advisors as well as our hotel partners say their destination weddings and honeymoon
business is thriving. Couples who pushed their dates from 2020 and 2021 to 2022 and 2023 are moving
forward with their plans, and numbers of attendees are also beginning to grow.
With couples having time to save for two, possibly three years for their honeymoon after
postponements, have upgraded to better views, longer stays or more experiences that they may not
have budgeted for previously. And once again, Eco-tourism is also trending amongst honeymooners, as
experiential travel is always popular with couples wanting to explore, experience, and immerse
themselves into the destination.
UPCOMING STRATEGIC INITIATIVES
Both Group Sales and Specialty Markets are planning a mid-year brainstorm with several of the larger
conference hotels to discuss the future outlook for FY2023 and FY2024, and upcoming strategic plans for
the future. Meeting is scheduled for April 21, 2022, at the CVB offices.
Starting mid-April, Specialty Markets will include the Small Meetings Markets in its list of niche
segments. In general, meetings with 25peak rooms or less will be considered a Specialty. With this in
mind both the Specialty Markets and the Group Sales Manager will be scheduling site visits with the
properties in the destination that have small meeting spaces to host these groups. Dates of visit will
vary.
Specialty Markets has reached out to Destination Wedding & Honeymoon Specialists Association to do a
presentation to its members. A date is to be determined for the webinar.
June 4th Pride Festival - the CVB is Sponsoring the Kidz Zone area of the event. Complete with arts and
crafts, a dance party with games and special theme park characters to meet and greet the children for
photo ops.
The CVB will be passing out visitor guides and visitor information to all of the Parents and guests.
11.A.a
Packet Pg. 210 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero
Reporting Period: March 1 - 31, 2022
PERIOD AT A GLANCE
2021 2022
Number of Travel Agent Contacts
30 virtual 94
Number of Tour Operator Contacts
31 14
Number of FAM’s/Site Visits
1 0
Number Trade Shows Attended 1 1
EVENTS RECAP:
March 1, 2022 – Club Adventure/AAA Florida’s Takeover Roundtable:
This was the last event that took place as part of the Visit Florida coop with AAA. This was a live event
that was hosted on the closed agent Facebook page. It was an open discussion between Club
adventures and the participating DMO’s. It was a fantastic interactive event where we were asked a
series of pre-planned questions. Our portals will continue to be on Club Adventure until the end of the
year. Stats: 122 agents reached, 10 likes and 14 comments for the roundtable.
March 10, 2022 – VF Spoiled Agent Webinar
Spoiled Agent is a website for travel agents to access a variety of supplier incentives, agent rates, and
webinars in one central place; their reach is over 11,000+ Canadian travel agents. In addition to the
webinar on Zoom there was a Facebook live on the Spoiled Agent Private Group. The webinar was also
recorded and posted on the Spoiled Agent website for future reference by travel consultants.
March 16 – 18, 2022 – Brand USA One-to-One Business Meetings: The Americas
This virtual appointment show put on by Brand USA was a tour operator show that concentrated on the
Americas. Most of our appointments were with the Mexico market so our representative from Mexico
took the lead on these appointments for us. We also had appointments from Argentina, Brazil, Chile,
and Colombia.
Key Takeaways:
• We need a receptive or DMC to assist with packages.
• There is great interest in offering another option for FL now that clients have been to Miami and
Tampa multiple time.
• Tour operators are looking to offer something different so they can have an edge over their
competitors.
• Peru is very interested in our destination and VF considers them an emerging market.
11.A.a
Packet Pg. 211 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Upcoming Strategic Initiatives:
April 11 - Travel Weekly Florida Summers Escapes Webinar
April 27-29 – Visit Florida Canada Sales Mission, Toronto only
Travel Agent Academy
Latest report snapshot:
This past month I came across a nice article from the Executive Editor of Travel Agent At Home where
she advises the advisors to send their clients to Florida’s Paradise Coast. She doesn’t normally do this
for all the destinations but according to her, “the Paradise Coast and your team are favorites of mine.
You all were so helpful and prompt – and the destination is great!”
11.A.a
Packet Pg. 212 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
11.A.a
Packet Pg. 213 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
PARADISE COAST FILM OFFICE | APRIL 2022
JANUARY 2022 2021 2020 Reported Spending New or Repeat Client
Productions 3 2 0 $152K 1 R | 2 N
Working Leads 2 2 1
Meetings Attended 4 4 1
Events/Tradeshows 0 0 0
Media Assisted 1 1 1
Location Scouts 1 1 1
PRODUCTION/ LEAD HIGHLIGHTS:
ISLAND GIRL PRODUCTIONS Retail Catalog - Full Beauty Corp. returned
to Naples to shoot their latest fashion campaign. They featured the City’s Baker
Park, the Naples Pier and the downtown shopping districts of Fifth Avenue
South and Third Street South.
NATURAL HISTORY TV A small independent pr oduction company that also
produces content for the German market, filmed at Nancy Payton Preserve for a
documentary wildlife series.
MGM|TRIPLE HORSE STUDIOS - The feature film, “On a
Wing and a Prayer ,” directed by Sean McNamara, starring Dennis
Quaid filmed at the Marco Island Executive Airport. The film is
the true story of Doug White, who in 2009 took off in a private
aircraft as a passenger with his family from Marco Island and
upon takeoff their p ilot collapsed, White is then forced to land the plane safely
in Fort Myers in order to save his entire family on -board. Principal photography
was done in Georgia. Second unit footage was shot here. The film will be
released early fall 2022.
MEETINGS AND EVENTS:
AFCI MONTHLY MEETING: Guest Speaker:
Mimi McGreal, Travel Coordinator
Travel Coordinator Mimi McGreal discussed how film commissioners can help
productions fulfill special industry travel, transport, and housing
requirements. Professionals like Mimi ensure everyone involved with a
11.A.a
Packet Pg. 214 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
production gets where they need to go -- setting up charter flights, helping VIPs
navigating airports and even arranging helicopte r tours for scouts. Mimi handles
all the paperwork for hotels, as well as luxury homes for top cast members,
studio execs and department heads. Mimi’s credits include: "Westworld,"
"Ford v Ferrari," "No Country for Old Men," "Ant -Man and the Wasp," "The
F ate of the Furious," "Bridge of Spies," "Terminator Genisys," "Dawn of the
Planet of the Apes" and "Iron Man 3."She provided great insights and tips.
Also, a formal letter was sent on behalf of the members of the Association of
Film Commissioners Internati onal from the President and Board of Directors to
the , the government -run Moscow Film Commission was informed their AFCI
membership was being temporarily suspended.
The association requested that the Moscow Film Commission remove the AFCI
logo from their website. We disabled their access to the AFCI Community and
removed their listing from the Global Directory.
The letter made it clear that we stand in solidarity wit h and continue to support
all independent Russian and Ukrainian filmmakers, screenwriters, and producers
in the region and throughout the world.
FILM FLORIDA MARKETING COMMITTEE
With the success of both the “Film Florida Friday” webinars and the Film FL
Podcasts, the organization has been able to build its membership despite the
economic situation. The next “FFF” will tackle “Production Accounting,” With
industry accounting professionals who will review tracking costs and balancing
the books throughout a production.
The committee will be supporting the upcoming sponsored events that are now
coming back on -line such as the Tribeca Film Festival and RealScreen West. At
Tribeca, Film Florida will be hosting a reception at SoHo House for filmmakers
on June 12 th.
FILM FLORIDA BOARD OF DIRECTORS MEETING
The Film Florida Board of Directors meeting had reports from its various
Councils and Committees. The State Film Commissioner and the Los Angeles
Liaison reported that the production sales tax exemption for q ualified buy for
production companies filming in FL for the fiscal year to date was 935 approved
applicants, resulting in a $1.3 billion spend. The State Film Commissioner just
completed the introduction for the Location Guild FL Location Reel which
should be completed shortly. The organization has had a surge in popularity
with both its podcasts and “Film Florida Friday” webinars. The website has
11.A.a
Packet Pg. 215 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
undergone a re -fresh and membership and retention has seen a significant
increase.
The State Office of Film and Entertainment asked adjacent counties to reach out
to neighboring counties to find within tourism a designated film contact to
receive leads and take inquiries regarding production. Our office was able to
secure a representative from both Glades and Hendr y counties.
ENTERTAINMENT PARTNERS MASTERS SERIES:
Solving the Crew Shortage
Entertainment Partners (film/tv business agency) hosted a seminar on the
demand for crew training programs for the industry. Across the board, as
production picks up, there is a critical need for training programs to prepare
crews for the demand for content. A panel discussion addresses the challenges
of keeping pace in an incr easingly digital world. Speakers included:
• Amber Dodson, Director, New Mexico Film Office
• Georgia Kacandes, Executive Producer, 'Once Upon a Time... In
Hollywood'
• Jeffrey Stepakoff, Executive Director, Georgia Film Academy
• John Williams, Co -Founder & Execu tive Director, Reel Works
• Tyrone Robinson, Manager, Learning Enablement, Entertainment Partners
---All of whom are involved in ways to help solve the labor shortage and
prepare newly -trained crew to fill in -demand jobs.
UPCOMING STRATEGIC INITIATIVES:
MET WITH FUTURE OWNER OF NAPLES CINEMATHEQUE – Client from
MRC in Beverly Hills, CA is interested in opening a repertory/revival movie
house in the area and is returning here in June to look at potential properties.
11.A.a
Packet Pg. 216 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
March 2022
Avia Reps LATAM
BRAZIL
TRADE & PR ACTIONS
• 70 Travel agents trained
• 40 Sales Calls to check opportunities to foment Paradise Coast sales in Brazil
• 68 Media Calls
• 7 Press Releases
Strategies in Progress:
Orinter USA Day
It will be the third event dedicated to The United States products is back on track again in a live event. The
Conexao Estados Unidos will reunite the best of suppliers and destinations in a unique place in a full day
event for 180 Travel Agents coming from different cities in Brazil.
BWT Florida Day
On March, 17th, we will have a dinner and a training section for Florida, called Florida Day, and Paradise
Coast will participate with a workshop and give aways.
FRT Florida Day
On May, 19th FRT Tour Operator will promote a Florida Day with the best FLO partners to achieve at least
200 travel agents to be trained in a workshop in Foz do Iguacu/PR. It is a very wealthy region in Brazil and
we highly recommend PC participation.
Coop with Diversa Tour Operator
During the months of March to May, Diversa will work on several marketing actions to increase their sales
to Paradise Coast and the brand awareness among their professionals and travel agents that participate on
Arbo Group.
Sales campaign with Azul Viagens
We are considering start a sales campaign in May that, combined with marketing actions, workshop and
trainings will end in a FAM tour in late September. We are still in negotiation, with Monthly calls.
Luxury Book with Prime Tour
Prime Tour audience for this project is unique. The target market is B2B and B2C and the distribution will
reach Luxury Brands, exclusive VIP mailing from Art Galleries, Private Jet Companies, Travel Agencies, Amex
and Primetour clients, Influencers and Opinion Makers, among others.
Brunch with Trade Tour
We are coordinating, with Trade Tours and other partners, several brunches where we will have a training
section about Paradise Coast for travel agents that already sell Florida.
11.A.a
Packet Pg. 217 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
ARGENTINA
● Actions with Trade: 20 sales calls
● 121 agents trained
● Participation in Arav event in Rosario and Ectu event in Buenos Aires
● Action has been done with Leisure (training of travel agencies in Cordoba and Mendoza)
● Coop Campaign results with TTS F up
● 1 media call with Flavia Tomaello who will be travelling to Florida in July and would like to visit
Naples.
● Translation and distribution of the press release: “Florida´s Paradise Coast CVB Earns Presidents´s
award at 65 Annual HSMAI Adrian Awards”
● 1 publication:
Ladevi:
https://argentina.ladevi.info/naples/naples-el-destino-florida-mas-feliz-y-saludable-n38663
CHILE
• 50 targeted sales calls to promote & develop the PC.
• 40 Successful Contact
• 2 Post Instagram.
• 5 in Webinar Section
• 1 mailing
• 2 Scheduled Meetings Via Zoom.
COLOMBIA
✓ During the month, CO team made 2 product presentations, 16 sales calls /phone calls (between follow
up and meeting requests)
✓ 4 e-flyers sent to AVIAREPS Colombia’s database. Reach: aprox. 2,100 leads. 4 posts (one per week)
were made AVIAREPS Colombia social networks.
Strategies/ Projects in Progress:
CIC Travel Golf Campaign: Wholesaler CEO to define travel dates for destination discovery trip (focused
on golf) by the CIC team, to prepare the program to be marketed.
11.A.a
Packet Pg. 218 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Price Travel CoOp: team expects to receive in the first two weeks of April, related creatives and content
that will be published, for PC approval and the campaign's effective date will be updated.
MEXICO
TRADE & PR ACTIONS
• 20 Targeted sales calls to promote and develop the PC.
• 140 Travel Professionals trained during February
• 11 Media Meetings
• Participated in Visit Florida Mexico Mission
o Met dozens of Media Outlets, Influencers & Bloggers
o Trade & Media Participation
o Hundreds of Travel Professionals
o Mexico City, Guadalajara, Cancun
• Attended Brand USA LatAM Marketplace and held over a dozen appointments
• 1,266,050 Media Impressions with a total value of $68,040 USD.
• Product development:
– Packages to Naples and Marco Island with Price Travel:
https://www.pricetravel.com/paquetes/resultados?startingFromDateTime=2022-05-08&returningFromDateTime=2022-05-
13&CheckIn=2022-05-08&CheckOut=2022-05-
13&room1.adults=2&rooms=1&adults=2&infants=0&kids=0&agekids=&startingFromAirport=MEX%2BTLC&returningF
romAirport=RSW&tripMode=undefined&tripCabin=undefined&QuoteList=true&QuoteFlight=true&keyWordId=0&keyW
ordTable=0&URI=rsw-florida-estados-unidos-aeropuerto-internacional-southwest-florida-
rng&actionType=2&nonStopOnly=undefined&startingPlaceId=55657&returningPlaceId=53974&page=1
– Packages to Naples and Marco Island with Viajes Palacio through their web page:
https://reserva.viajespalacio.com.mx/paquetes/resultados
• 22 press publications:
https://www.invertour.com.mx/en-mexico-la-mision-de-ventas-visit-florida-2022-con-grandes-novedades/
https://www.nitu.mx/index.php/2022/03/08/cancun-tercer-destino-emisor-de-turistas-mexicanos-a-florida/
https://mexico.ladevi.info/florida/florida-concreto-una-ambiciosa-mision-comercial-mexico-n38285
https://periodicoviaje.com/industria/concluye-con-exito-mision-de-visit-florida/
https://reportelobby.info/destinos/2022/03/11/visit-florida-mexico-turismo/
https://www.turitips.com/arena-y-sol/el-estado-del-sol-visita-mexico-para-ofrecer-sus-atracciones-turisticas/
https://abzturistico.com/?p=43237
https://abzturistico.com/?p=43185
https://www.travelreport.mx/noticias/visit-florida-celebra-su-mision-de-ventas-en-mexico/
https://dimensionturistica.com/es/anuncia-visit-florida-a-mexico-como-su-tercer-mercado-internacional/
https://vidalturismo.com/visit-florida-inicia-su-mision-2022-en-la-ciudad-de-mexico
https://www.turistampa.com/new/index.php?option=com_content&view=article&id=9252:muy-exitosa-la-mision-de-visit-
florida-en-mexico&catid=49&Itemid=10
https://dimensionturistica.com/es/cancun-tercer-destino-emisor-de-turistas-mexicanos-a-florida/
https://www.reportur.com/mexico/2022/03/21/cancun-tercer-destino-emisor-de-turistas-mexicanos-a-florida
https://vidalturismo.com/mision-2022-de-visit-florida-en-nuestro-pais-un-gran-exito/
https://pasilloturistico.com/descubre-algunos-de-los-grandes-atractivos-que-esconde-el-estado-de-florida
https://www.travelreport.mx/usa/el-abc-de-florida/
https://traveltimes.com.mx/2022/03/14/fan-del-ecoturismo-florida-es-el-lugar-ideal-para-conectar-con-la-naturaleza/
https://www.invertour.com.mx/top-5-imprescindibles-a-visitar-en-paradise-coast/
• Achieved 291 Facebook followers and 14 Facebook Posts translated to Spanish.
11.A.a
Packet Pg. 219 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Strategies in Progress:
• Educational presentations with Viajes Intermex, Viajes Palacio & Volaris
• Pre-Planning for IPW 2022
• Product & Package Development
• Attend NAO Travel Collection Trade Show, Apr. 28
• Ongoing sales & educational outreach
• Ongoing campaigns with VidalTurismo & Invertour
Monthly report highlights to Finance:
• 11 Media meetings.
• 1,266,050 Media Impressions with a total value of $68,040 USD.
• 291 Facebook followers and 14 Facebook Posts.
11.A.a
Packet Pg. 220 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
MONTH/YEAR: MARCH 2022 UK & IRELAND OFFICE
HIGHLIGHT OF THE MONTH:
Visit USA UK – Meet The Media Event, Smith & Wollensky, London, 7 March’22
We participated with this annual event, first time in person since 2019 – over the past two
years virtual events were held. It is traditionally a very successful event with a direct focus on
travel to USA where we can share inspirational story ideas. The UK media were very excited to
attend and even more delighted with the USA border open they can now increase their
coverage and continue to write positive stories – encouraging UK consumers and trade to visit
and sell the USA. Oonagh and our PR team attended and were able to network, renewing
current connections and establishing new contacts, as some journalists have moved jobs during
the pandemic. Over 50 media, including influencers attended such as leading trade
publications and consumer media with The Times, Telegraph, The Sun and Travel Weekly.
Additionally we were able to network with USA destination partners with the aim to perhaps co-
share/co-host media in the future, ensuring efficiency within our budgets. See below under
Media Activity for additional individual networking.
Above – Vist USA Meet the Media Event
L-R: Oonagh McCullagh, UK & Ireland Office; Katie McGonigal, Editor, cruise and travel
magazine, Cruise International and Stephen Brown, Commercial Specialist, U.S. Department of
Commerce, International Trade Administration, U.S. Embassy
11.A.a
Packet Pg. 221 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
UK & IRELAND MARKET UPDATE:
Unfortunately March has been dominated by the continuing atrocities in Ukraine and the ongoing
war that has seen over 4 million Ukranians displaced and fleeing into mainland Europe. Not since
World War 2 has Europe seen a conflict of this scale with this many migrants fleeing into bordering
countries, especially all in one month. The UK was initially given poor press for not being as quick
as other European countries in providing emergency immigration measures to support the huge
influx of Ukrainian mothers and children that had been forced to leave Ukraine. The UK
government in response set up an innovative initiative for UK households to register to house
Ukranians fleeing the conflict with a commitment the government would pay £350 per month as
a contribution as long as the Ukrainian families stay for a minimum of 6 months. Within a week
the scheme had attracted 150,000 households that were willing to provide space in their homes
for Ukrainian families.
The UK, however, has been the most generous nation in the world providing monetary aid with
£400M sent immediately to support the relief efforts on the border and within Western Ukraine.
Also, the UK has a long history in training and providing weapons to Ukraine and this aspect of
the conflict the UK has continued to be very active, albeit conscientiously.
In recent months UK Prime Minister and his government were under constant ridicule and
exposure for what they had done during the Covid 19 lockdowns in 2020. It was widely reported
that Mr Johnson had attended multiple parties that were being held at 10 Downing Street, which
is his office and also his residence. Mr Johnson's critics made huge capital about this poor
judgement and his leadership on a daily basis so much so there was a real threat that Mr Johnson
would have to resign due to this "Partygate" scandal. However the Russian invasion of Ukraine
has meant that there are much more important issues for the press to focus on and fortunately
for Mr Johnson he has in the eyes of the British public subsequently shown strong global
leadership against Russia and President Putin and has within a month changed his own fortunes.
The UK economy continues to show resilience with growth being the strongest in the G7 countries
and GDP levels are back to where they were pre the pandemic and employment is even higher
than before Covid. There is a sense that inflationary pressure that is affecting the world will level
off in the second half of 2022 and even though the Ukraine war had an initial impact on the
prospects of the UK economy it has now rebounded in the past 4 weeks and the UK stock market
is above where it was at the start of the conflict. This is primarily due to the fact that the UK has
very little reliance on Russian oil and gas as we are a net exporter of these commodities and
unlike Germany and Italy who rely on nearly 50% of their energy coming from Russia. We are in
some ways fortunate that the impact of the war and sanctions is considerably less for the UK
than mainland Europe.
March has seen the travel industry start to advertise aggressively again with the USA leading the
way with Florida and California being the leading States. Middle East, Caribbean and Australia
start to regain their lost market share with increased marketing spend. The airlines are also trying
11.A.a
Packet Pg. 222 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
to recruit as fast as they can to fulfil the demand for bookings and this is proving difficult in a
marketplace where recruitment is proving more of a challenge than was expected. Many tour
operators are anecdotally saying demand and bookings are back to pre Covid levels for the first
quarter of 2022 and as the restrictions from the pandemic continue to be relaxed we will see ever
more demand.
From the beginning of April the UK public will have to pay for any Covid tests and therefore the
Covid 19 virus will be treated similarly to that of flu. To all in the UK we know Covid still exists
but the latest variant is substantially milder than the original strain and therefore the public are
now back at work and life is finally getting back to normal, with travel being top of our wish list.
TRADE OVERVIEW
The positive start to 2022 for the UK travel trade has continued throughout the month of March,
following further easing of travel restrictions: as of March 18th, unvaccinated travellers
arriving into the UK no longer have to take covid tests - the rule had already been lifted
for the vaccinated - and passenger locator forms have been scrapped. The UK government has
said that the change was deliberately timed before the Easter holidays, reflecting the desire to
get Brits travelling again (families who may have unvaccinated children in particular) and to give
inbound tourism a boost.
The recent removal of the travel rules marks the end of a rapidly-changing - and often complex
- set of Covid rules for people arriving in the UK and is hoped to promote a late surge of bookings
for the Easter holidays. Travel companies have welcomed this development and reports from the
trade indicate that enquiries are at a high level. The month started with reports of agents having
been overwhelmed by booking demand as consumer confidence returns amongst easing
restrictions and high vaccination rates, and many travel companies adjust to working in smaller,
post-pandemic teams. This surge has prompted hopes that sales will return to – and even
overtake – pre-pandemic levels this year. Not only has the number of enquiries grown steeply in
quarter one of the year, but there is also data from numerous travel businesses indicating that
enquiries have increased in their average value.
Marriott Bonvoy’s Joy of Travel report, conducted amongst 14,000 consumers in Europe and the
Middle East, reports that British travellers are planning to go away for longer and spend more
than usual on their summer holidays this year to make up for a lack of trips abroad during the
pandemic. In addition, they plan to spend more time away than usual, with 54% of those
surveyed saying they plan to go away for longer than they normally would – driven most of all
by younger travellers (69% for travellers aged 18-24).
Hays Travel reports that they have seen an increase in long-haul bookings and that their data
suggests customers are looking to spend more on experience-based trips as the UK emerges from
the Covid-19 pandemic. Their COO says “customers are spending more with us which is great
and when customers are travelling, they’re upgrading”, and that 50% of the agency’s bookings
so far this year have been for summer 2022, with immediate departures reaching levels similar
11.A.a
Packet Pg. 223 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
to those prior to the pandemic.
Newmarket Holidays also predicts that British travellers will be spending their pandemic savings
on high-value trips after not being able to holiday abroad for the past two years, reporting that
the urge from consumers to "make up for lost time" over the past two years has become
"increasingly evident" after the operator saw an uptick in demand for its long-haul trips, with
customers opting to spend more on upgrades, extensions and "high-ticket" holidays.
Although reports are largely positive, there are world events and market conditions threatening
to dampen the rebound for the UK travel trade somewhat. There is nervousness around the
ongoing war in Ukraine and the effects the Russian invasion will have on Europe and beyond.
The biggest direct impact on travel so far has been airspace closure and sanctioning of Russian
suppliers. Many routes from the UK eastbound are on diversion and airlines are having to adapt
accordingly. Closer to home, there are also rising concerns around the increasing cost of living
and how that will affect Brits’ spending habits. Some reports do counter the holiday spending
boom prediction with warnings that consumers feeling growing financial pressures will seek value
for money, and domestic trips, as a priority. However, despite some potential instability in the
coming months, in general it seems UK travellers are feeling positive about booking holidays in
2022 and 2023.
EVENTS
UPCOMING EVENTS 2022
DATE SPECIAL EVENT LOCATION
April ‘22 Travelplanners/USAirtours co-op campaign UK
26 – 27 April Online agents training UK & Ireland
15-18 April Easter National UK & Ireland Holiday UK & Ireland
11-13 May Visit Florida co-sponsored VIP trade event Hampshire
Early May Launch Vacaay consumer digital outreach UK & Ireland
4-8 June IPW Orlando
21-23 June IAGTO – North America Convention Reno, NV
MARKETING/SALES/PROJECTS & ACTIVITIES:
We continue to move further into the recovery phase and build growth, while the
cost of living and fuel price increase issues now form part of the everyday media and
public narrative. From mid-March UK travel restrictions were formally removed.
11.A.a
Packet Pg. 224 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Emergence from the pandemic and reduced covid testing are enabling the travel
industry to recover strongly around growth of marketing, PR, advertising/promotion
campaigns and spend.
Ongoing Collaborations:
Following up with and maintaining regular outreach to our UK & Ireland trade suppliers.
Below highlights include:
Visit Florida – UK
Reviewed activity for remainder of the year during meeting and evaluated proposed opportunity
with TTG (UK trade publication) and Visit Florida to host the top 50 agents winner trip together
with possibly Florida Keys using the Miami gateway. Unfortunately we are unable to support the
fam as numbers to host are over 30 guests for three nights with full hosted itinerary – due to the
current run of high occupancy we are unable to obtain support from our industry partners. We
have politely declined for this year but offered our potential support for 2023 – giving us long
lead time to seed the opportunity with our industry partners. During IPW – we aim to reach our
to our industry partners and obtain their feedback and possible support. Reviewed additional co-
op activity to ensure we are maximising on all opportunities.
IPW, Orlando, June 4-8 2022 (plus e Tourism Summit)
Planning and preparation for the upcoming main travel industry tradeshow of the year. During
outreach with our travel industry partners there is a great geal of anticipation and excitement as
most UK & Ireland suppliers are attending in force. The UK and Ireland is one of the largest
delegations attending. Assisted CVB with selection of main appointments – 35 suggested including
six top luxury operators from the French market.
IAGTO – NAC (International Association of Golf Tour Operators) – (North America
Convention), Reno, 21-23 June 2022
Following discussion with CVB we aim to participate with this first in person trade show in two
years for the Golf market. This by appointment show targets both domestic and international
operator buyers selling USA. NAC provides a great opportunity to re-engage with the specialist
golf market to ensure Florida’s Paradise Coast is top of mind while business builds back. Estimated
over 200 delegates attending and providing additional networking to encourage quality time for
dialogue and negotiations.
Travelplanners / US Airtours
We are maintaining close communications for our upcoming co-op marketing activity moved to
April. We are following up on the activation of offering a specialized high-end/ luxury segment
within their overall offerings – targeted to high-net-worth individuals where Florida’s Paradise
Coast can take the lead.
11.A.a
Packet Pg. 225 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Visit USA General Meeting , London, 16 March 2022
We attended the Visit USA members meeting held in News UK building. Opportunity to network
with UK travel industry and gain live research on how business is rebuilding back to USA, Florida
and Florida’s Paradise Coast. The positive news is the war in Ukraine is not impacting business
currently and bookings are increasing with inflows. All are commenting it is too early to predict
how the ‘cost of living’ will affect future bookings but currently many are reporting back to 2019
levels. Again everyone delighted to be attending an in person event and welcome the new board
members.
Left - Visit USA General Meeting - L-R: Ruby Briggs, MD, North
America Travel Services (NATS), Oonagh McCullagh-Boyle, UK & Ireland Office.
Vacaay – Consumer digital outreach
Following extensive research this project has been recommended and now approved. This is a
content partnership platform aimed to target and inspire UK and Irish visitors to consider Florida’s
Paradise Coast as their next holiday destination. The campaign will include an exclusive landing
page on Vacaay.com showcasing Florida’s Paradise Coast, whilst educating visitors on the product
offerings available. Consumers will be directed via a call to action with individual tour operators
in both UK & Ireland to ultimately enable users to create their own travel itinerary and drive
conversion. We have secured specialist UK tour operator Bon Voyage as our UK partner and our
Ireland tour operator - TBC.
Online training platform via Mogul
Introduction course completed and planning for travel agents and tour operator sales agents
incentives rollout in May/June. Updating to ensure information current.
Ocean Holidays
11.A.a
Packet Pg. 226 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Ongoing review as activity not confirmed with Visit Florida - we will aim to target a co-op
campaign to drive visitation into Florida’s Paradise Coast via their sales agents who all work on
incentives.
On the Beach
Ongoing follow up with this high profile OTA offering across the volume market, with estimated
1.5 million customers on beach holidays per year.
British Airways Holidays – British Airways / Visit Florida co-op marketing
We continue to follow up on documentation with Visit Florida, BA and Paradise Advertising for
final documentation for billing as there were some issues. This winter co-op campaign is now
complete and we continue to work with BAH to ensure their product offerings are fulfilling the
needs of the higher end consumer – seeking luxury for their next leisure trip.
Trailfinders
Currently staff reorganization in place. Ongoing follow up to ensure our product and offerings are
featured. We aim to work with a co-op activity to drive new and incremental business.
Brand USA One to One meeting UK and Europe, 1-2 February 2022
Post event - on going follow up from meetings.
Kent Cricket Prize Winner Trip – booked for May’22
Maintaining close contact with tour operator Travelplanners - the booking of the prize-winners
family package to Florida’s Paradise Coast is confirmed. Checking with the winners if we can
obtain images to use in social media outreach during the family visit – TBC.
Trade and Media Tool Kit for Use:
Ongoing review of our assets to ensure fully updated content - collating and managing an active
toolkit for both media and the travel industry of current and recent assets including Talking Points
and ‘copy ready’ material for websites and social outreach. The ‘Paradise Pledge’ and ‘Only
Paradise will Do’ key messaging is still very relevant as UK and Ireland visitors return for the first
time since early 2020 and other US destinations have different Covid status from that of Florida’s
Paradise Coast.
Co-op Marketing and Paradise Advertising
Ongoing monitoring activity for this year - budget confirmed and updated.
Updates: Industry updates forwarded to CVB for forward planning – all noted above under
Market updates.
11.A.a
Packet Pg. 227 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Mail House: Maintain distribution of CVB literature for consumer and trade requests - ongoing.
MEDIA OVERVIEW
Trends
The ongoing conflict between Russia and Ukraine was regularly reported on in the travel pages
throughout the month of March. Features, opinion pieces and news snippets addressed whether
it’s safe for UK and Ireland travellers to visit countries bordering Ukraine, as well as the impact
of the war on the travel industry in general. Daily Mail published a feature on whether travellers
can visit countries close to Ukraine and Russia whilst The Daily Telegraph advised that the crisis
might cause flights worldwide to increase in cost. In a more positive sentiment, the Times wrote
a ‘love letter to Ukraine’.
The arrival of spring saw The Times publish a round-up of the best spring city breaks and I
Weekend a feature on 40 of the UK’s best countryside pubs for spring. With Easter also just
around the corner, family-friendly holidays and days out were another prominent theme; The Sun
featured a round-up of top 10 UK attractions, The Times ran a piece on 25 of the best farm stays
for Easter, and The Daily Telegraph focused on Easter destinations to visit around the world.
With most European countries having removed their covid entry requirements, there were a
number of dedicated features on Spain, Italy and Greece across the nationals in March including
The Daily Telegraph, Mail on Sunday, Daily Mail and The Guardian. Following New Zealand’s
announcement that it will open its borders on 2 May after more than two years of being closed,
both Daily Mail and The Daily Telegraph published long-form destination features. Other
prominent themes and news in March were late season ski breaks, budget holidays, airline
summer schedule announcements and the 30th anniversary of Disneyland Paris.
Media Updates
This month, Abra Dunsby-Sircana began her role as Editor of loveEXPLORING. She was previously
Features Editor at TTG, working at the publication for just over five years. Her replacement is yet
to be announced.
Sarah James was promoted to Deputy Digital Editor at Conde Nast Traveller, having previously
been an Assistant Editor and Acting Hotels Editor. Her role will see her focus on new and
trending destinations and hotel openings around the world, as well as cultural events and local
restaurant and bar openings. Lucy Kehoe was also appointed as Digital Editor at Suitcase. Prior
to this, she was a freelance journalist and Junior Editor at Food and Travel.
1883 Magazine appointed Kelsey Barnes as Features Editor, overseeing editorial content
including travel, music, film and fashion. Changes at the newspapers included Adam Bloodworth
as the new Deputy Life & Style Editor at City AM, reporting into Lifestyle Editor Steve Dinneen
11.A.a
Packet Pg. 228 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
On 23 March, Wanderlust travel magazine launched its new virtual reality experiences,
Wanderlust MetaTravel. Tourism boards can showcase their scenery and activities through a
bespoke VR programme, allowing travellers to get a feel for the place before booking their
holiday. Hot on the heels of Wanderlust announcing its first ever USA special this summer,
National Geographic Traveller revealed it will publish a USA special supplement next year;
editorial focuses and publication date TBA.
PUBLIC RELATIONS ACTIVITY:
Individual:
● New attractions, tours and experiences in Florida’s Paradise Coast
Key Messages:
● Night Walks and other guided experience at Corkscrew Swamp Sanctuary
● Four Seasons Beach Club opening
● Reinstated airlift from UK/Ireland, and newcomers Norse (previously Norwegian Airlines)
Multi-destination roundups:
● Reconnecting with Nature
● Outdoor and crowd free destinations
● Great American road trips
● Multigenerational travel
TravMedia Requests:
● Brand USA: Beautiful gardens of US
● Luxury Lifestyle Magazine: Luxury Honeymoon Destinations
● Travel Weekly: US
● City AM: 2022 news
Media Visits:
Publication: ABTA
Journalist: Florence Derrick
Dates: post IPW June 2022
Opportunity: Florence approached the team about adding extra days on to her IPW schedule
to visit Florida’s Paradise Coast. She is particularly interested in the wildlife interactions there,
notably the Shy Wolf Sanctuary (plus meditation experience), Airboats & Alligators tour, and
dolphin counting with a marine biologist - plus anything else exciting (the guided swamp walks
look good). Currently reviewing with CVB.
Publication: Influencer
Journalist: Naomi Isted
Dates: May - June 2022
11.A.a
Packet Pg. 229 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Opportunity: The team received a request from influencer Naomi Isted, who was looking for
support for her 4-6 week trip to Florida this summer. Naomi was travelling with her partner and
two children, reporting on family travel in the region. Due to the length of time and number of
PAX to support, it was decided this opportunity didn't offer enough ROI and was declined.
Media Meetings, Industry Webinars and Events:
● Aaron Millar's Armchair Productions Travel Podcasts
● Ashlee Major Moss, Influencer (USA)
● Connor McGovern, National Geographic Traveller
● Katie McGonagle, The Chelsea Magazine Company
● Megan Friedman - British Film Institute
● Neil Bhullar, The Sunday Times
● Nicola Moyne, Freelance
● Paul Finch, The Independent
● Patrick Hanlon & Russell Alford, Gastrogays
● Phil Castle, National Geographic Traveller
● Ross Fraser, The luxury Editor
● Tamsin Eames, ITV This Morning
Visit USA Meet the Media on 7 March - The team attended and networked with a range of
media which have a specialism in the USA, including Freelance Journalist Andrew Eames,
Hannah Stephenson, Senior Features Writer at Press Association, and Clare Vooght, Features
and Supplements Editor at Travel Weekly.
PUBLIC RELATIONS – March 2022 Coverage
DATE PUBLICATION
MEDIA
TYPE JOURNALIST HEADLINE REACH EAV ($)
28.03.22 ITTN Online Shane Cullen Five bucket list trips in the USA 220,940 4,419
28.03.22 ITTN Newsletter Newsletter Shane Cullen Five bucket list trips in the USA 151,000 3,953
28.03.22 Travel Mole Online Bev Fearis Five bucket list trips in the USA 226,070 5,918
28.03.22
Travel Mole
Newsletter Newsletter Bev Fearis Five bucket list trips in the USA 61,384 1,606
29.03.22 Travel Daily Online
Kristin
Mariano Five bucket list trips in the USA 19,500 510
29.03.22
Travel Daily
Newsletter Newsletter
Kristin
Mariano Five bucket list trips in the USA 41,000 1,073
31.03.22 ITTN Online Shane Cullen
Inspiration for Multi-
Generational Holidays in
America 220,940 4,419
March
Issue
Travel Alliance
Bulletin Online Ann Mealor Florida's Paradise Coast 2,300 250
11.A.a
Packet Pg. 230 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
March
Issue
Minerva
Publications -
multiple Print
Katie
Thompson A sunshine state of mind 550,000 62,500
TOTAL 1,493,134 $84,648
MEDIA COVERAGE HIGHLIGHTS:
● See attached coverage via Wetransfer
● Highlights below
● Social media highlights below
11.A.a
Packet Pg. 231 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
11.A.a
Packet Pg. 232 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
11.A.a
Packet Pg. 233 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
MONTHLY SALES & MARKETING
ACTIVITIES
MARCH 2022
EUROPEAN SALES & MARKETING
prepared by on 31 March 2022
SUMMARY OF ACHIEVEMENTS
TOUR OPERATOR ACCOUNTS
Germany
o Elegant Travel GmbH, Eveline Weber, Head of Product Management, Online-Marketing, Germany
NAP Sales Interaction (SOUL Showcase 2022)
Conducted detailed presentation on NAP. Requested images for a potential feature on homepage.
Elegant Travel is a tour operator with 6 employees, focus on worldwide destinations. Would book 70% direct
and the remaining business via various DMCs. f/u made.
o JOURNEY D.LUXE, JD.L Luxusreisen GmbH & Co. KG , Falk Jacob, Managing Owner Reservations, Germany
JOURNEY D.LUXE, JD.L Luxusreisen GmbH & Co. KG , Sarah Meschede, Managing Owner Product &
Marketing, Germany
NAP Sales Interaction (SOUL Showcase 2022)
Have conducted a comprehensive presentation on destination with focus on luxury. As per Sarah and Falk,
Florida/NAP is a destination that they do not currently have on their radar, but definitely not a destination
they can ignore. To follow through with info/images for potential inclusion on their homepage. f/u made.
o DER Touristik Suisse AG, Kuoni Reisen, Oliver Howald, Vice President Sales Touristik Suisse, Switzerland
DM Sales, Sales Interaction
General market update from Switzerland: from a conversation with DER Suisse, we could talk a little bit more
11.A.a
Packet Pg. 234 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
on the Swiss status-quo and their current business update. As per Oliver, most Swiss retail travel agencies
(no matter which ones) still suffer very much from missing staff/staff coverage and most of them are still in
50% short-time: especially their own Kuoni offices. When asking why (as e.g. Indian Ocean and Europe are
also currently doing very well in Switzerland), Oliver meant that the majority of TAs are all still missing the
big Asia/long haul part. We will continue to monitor the Swiss situation very closely and have planned a Swiss
Sales Mission in April to look into further details to better provide additional market intelligence.
o Flamingo Company Fernreisen GmbH, www.usareisen.de, Doreen Sell, Marketing Director, Germany
NAP Sales
We have held a conference call with Doreen March 23, 2022. Doreen reported that business is running well.
Bookings and requests are coming in and she also reported that February booking numbers are close to 2019
February levels. Their clients have a huge desire to travel - it seems that the increased prices for hotels and
rental cars do not matter at the moment.
Furthermore, we have discussed content for the kickoff of our upcoming campaign in April.
o CRD Touristik, Pia Hambrock, Head of Product & Operations, Germany
NAP marketing
We have held a conference call with Pia and the new marketing contact person Sv enja. They reported that
the requests and booking situation is going very well. Booking situation for Canada for example is back to
70% compared to 2019. USA is a little behind with 60-65%. Florida is not yet where it was before due to high
rates, occupancy, rental cars. Concerning the Ukraine situation, they just saw changes at the beginning, and
they lasted just for 1 week.
We gave them a product update and we discussed possible campaigns for 2022/23 and also what can be
done within this FY. They are pushing the USA with a huge Brand USA campaign at the moment.
o Tourlane, Arlett Walleck, Senior Travel Product Manager North America & Iceland, Germany
NAP Sales
We have held a conference call with Tourlane, Arlett the product manager for the USA, on March 28th, 2022.
At Tourlane, they combine the service and personal advice of a travel agency with digital technology to make
unique individual trips quickly and easily bookable online. For this purpose, they have developed their own
software that allows their experts to put together customized trips.
For USA they work with receptives such as ATI and NWT and are looking for further receptives to be able to
offer smaller hotels etc.
We have secured that Naples is included within their Florida round trip suggestion, shown with a text
including highlights of the area.
Their clients book from budget hotels to luxury hotels. For Paradise Coast it mostly settled in 4* hotels.
Arlett reported that they have had extraordinary Dec-Feb booking months and also have seen lots of
bookings for 2023 already.
Marketing vise they focus on influencer marketing for this year, were as they book the trip and reach out to
CVBs to see if they would like to support with activities etc.
We also discussed a marketing option for next FY 2022/23, which could include an own landing page,
newsletter which now has over 80.000 addresses and social media postings on their channels shared with
other Florida CVB partners. Details tbd.
11.A.a
Packet Pg. 235 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
o go2travel, Michael Boetschi, Managing Director, Switzerland
NAP Marketing
Our first campaign with go2travel the new Swiss USA TO specialist has kicked off in March with the launch
of two insider tips from Paradise Coast. Which will be followed by social media postings in Ma y and June.
We have also talked to the owners Robin and Michael for future campaigns for FY 22/23. Campaigns could
include a Paradise Coast podcast, or a radio promotion shared with other Florida destinations.
TRAVEL AGENTS
o das Reisekonzept°, BEST-RMG, Diana Geithe, Managing Director, Germany
NAP Sales Interaction (SOUL Showcase 2022)
Smaller travel agency with 2 staff members, with focus on worldwide destinations. Have conducted a
presentation on NAP. Showed interest in the Four Season opening, duly because they are part of the Four
Seasons partner program.
o Reisetopia HOTELS, Ann-Katrin Graf, Luxury Hotel Advisor, Germany
NAP Sales Interaction (SOUL Showcase 2022)
Conducted a product presentation on NAP destination. Welcomed the news on the opening of a Four
Season, as they are a partner member of Four Seasons.
Reisetopia act as a travel agent, but with the vision of being as effective as an OTA, with most of their
consultation and services taking place digital.
Virtuoso membership.
o Reisebüro Stiefvater, Hauptsitz & Administration, Kevin Pabst, Product Manager, Germany
NAP Sales Interaction (SOUL Showcase 2022)
Presented NAP as destination. He is very familiar with Florida. Loved the idea of a Four Seasons opening.
He said, once it has opened, he will be one of the first to visit the destination.
o Voyemo, Larissa Römermann, Sales Manager, Germany
NAP Sales Interaction (SOUL Showcase 2022)
Travel Agency with focus on worldwide destinations. Perceive USA as a trend destination 2022. Have
presented NAP, for which there was great interest. Requested info and images to be send through. Florida
has not enjoyed focus previously, but definitely a destination to reconsider for future.
o Senator Reisen, Lufthansa City Center, Christina Moritz, Travel Agent, Germany
Senator Reisen, Lufthansa City Center, Ralf Peter, Agency Manager, Germany
NAP Personal Interaction (SOUL Showcase 2022)
Conducted presentation on NAP destination. Showed interest and have requested information to be
followed through.
11.A.a
Packet Pg. 236 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
Senator Reisen acts as a travel agency, part of the Lufthansa City Center with mostly leisure business, and
some corporate (5%) and group business (5%). Would book 80% through mainstream TOs, and the
remainder 20% via direct business. Member of the STARS by Ritz Carlton and Four Seasons.
o Wolf Travel GbR, Michaela Gampenrieder, Owner, Germany
NAP Sales, Sales Interaction
Wolf Travel has used the Corona period to improve its technical setup (e.g. website renewal).
Since the beginning of February, the booking situation is like 2019. Since the beginning of the war in Ukraine
it is a little quieter but still okay.
According to Michaela bookings are made the more short-term the better because of the planning security.
Trends are currently club vacations (because of the large sports offer), rest (for example on the Maldives),
country & people in combination with rest.
Currently well booked are Mauritius, the Maldives, and the USA (Wolf Travel is USA specialist), whereby the
USA became extremely expensive, e.g. Miami Beach and Key West. Also, Europe (Egypt, Cape Verde, Greece)
have good demand.
NAP
Michaela and her colleague Daniel Lipp were tour guides for the USA and Canada, so the USA is their
specialty.
o USA-Reisen Experten, David Siemetzki, Owner, Germany
NAP Sales
We have spoken to David the owner of the USA specialized travel agency USA-Reise Experten. He reported
that business is going very well, and clients have a huge desire to travel to the USA again. The pric es do not
seem to bother their clients and they have booked several Florida roundtrips already, including Naples. In
the past they have produced YouTube videos from video material they took on site. Naples has been included
in some of them already and soon they will launch another video including Naples.
EVENTS
o SOUL Showcase 2022
Date & Place 04.03 - 06.03.2022 Berlin
Nr of attendees 30
Profile of event Around 30 Travel Agents, Luxury TOs and/or boutique luxury travel designers have
attended the network event. On the first day, we had the opportunity to network during
an evening function. The following day, 1-2-1 appointments were scheduled, where we
had 12 minutes to present the agent/operator and to establish demand for the
destination NAP.
Beside the day meetings there was also time during joint lunches/dinners/coffee breaks
and evening functions for extensive networking.
Profile of
attendees
The range of attendees varied quite heavily - from small/medium sized luxury Tour
Operators, to the audience most definitely was luxury, in all forms, whether an
independent travel agent, boutique tour operator or a classic travel agent who would
11.A.a
Packet Pg. 237 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
ideally book via a mainstream TO (DER or TUI). But all sharing the same common
interest - luxury!
General feedback In general, it was a good concept to go in with focus on NAP as a destination which was
also new to the SOUL platform.
The concept of the showcase makes it unique, in the sense that the buyers are allocated
each a single bedroom, and the supplier walks in with a trolley and present their
product within 12 minutes. First impression does count. We have walked in with our
trolley being decorated with dolphin balloons and have handed out a cupcake. As we
have entered the room, there was time to do some small talk and to learn more about
the impressions / interest the agents have for Florida/NAP.
The tailored presentation was built up around services and product that will suite a
luxury traveler, with the news of the Four Seasons opening up. With this news, we have
created definite interest for the destination as a majority of the agents are members of
the Four Seasons membership club.
Some specific feedback also received during meetings were that the agents perceive
the destination to have become too expensive against the value one ought to receive.
This is challenge we have to overcome with strategy also within the luxury segment as
a German traveler, irrespective of what he is prepared to pay, will always want to see
the value.
o Visit Florida & CANUSA Training Sustainability campaign
Date & Place 23.3.2022 Virtual
Nr of attendees 35
Profile of event Virtual Florida training for all partners within sustainability campaign with Visit Florida
Profile of
attendees
CANUSA travel agents
General feedback The training was excellent we had 15 min to comprehensive train the agents. Some of
the agents have been to Florida already and also visited Naples. We have focused on
the highlights of the destination and included more outdoor activities and everything’s
that's new as well. Feedback from the agents was great, the enjoyed the training and
were very satisfied with their learning.
o Visit USA virtual roadshow
Date & Place 8th March 2022 Virtual
Nr of attendees 233
Profile of event Virtual roadshow throughout the week of March 7th, each day different partner within
one webinar of 1,5 hours.
Profile of
attendees
Travel agents, tour operators and tour operator specialists from all over Germany
General feedback We shared our webinar with Eurowings Discover and Fort Myers to promote our new
direct flight to RSW from Frankfurt.
11.A.a
Packet Pg. 238 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
We had 103 of the registered 233 travel agents participate in our webinar and each 20
to 25 min to train the agents. Our webinar was the one with the most participants from
all week. The agents were very happy with the content we have trained them with,
and we always seek to give them extra information, which they can use when
consulting their clients.
Cost free of cost
MARKETING
o Facebook fan page
# posts: 10 #fans: 15.709
Please find down below the most successful posts in March
#1 24.03.2022, Old Naples, reached 4090, 226 interactions and 68 likes
#2 01.03.2022, Clam Pass beach boardwalk, reached 1410, 66 interactions, 25 likes
#3 26.03.2022, Beach, reached 1251, 63 interactions, 48 likes
o DiaMonde Storyletter inclusion
We have successfully sent out the DiaMonde Storyletter and have included Paradise Coast with story from
Anne-Kathrines personal visit in January. The newsletter was sent out 24th March 2022.
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%. Please find a screenshot of the
newsletter inclusion attached.
MEDIA / PR
o Visit Florida press release
We have secured Visit Florida with input for the press release with a focus on things off the beaches, which
in our case was Everglades City.
o NAP Media Request
Marco Knopp & Karolin Wüstney, Free Men's World & other
We have successfully secured and confirmed the opportunity to have these German journalists who are
writing an article for Free Men's World the German outdoor magazine and the potential for 2 more women’s
lifestyle magazines Maxi and or Joy articles, come into the destination. During their trip they will be visiting
Crystal River, Tampa, Bradenton and Paradise Coast this is a PR fam supported via Visit Florida, hence rental
car and flight are covered by VF. They are seeking to do outdoor activities and small -town charm experiences.
Free Men's world has an excellent readership and a circulation of 100,000. The other 2 magazines have also
a great readership and each a circulation of around 100,000.
Dates are May 9-11, 2022.
o NAP Media Request
11.A.a
Packet Pg. 239 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
www.gezinopreis.nl, family blogger from Netherlands
We have supported Leonie from www.gezinopreis.nl which is a Dutch family blog community with insider
tips and information for their upcoming family trip to Florida, in which they will visit Naples. Unfortunately,
they are travelling in high season April. Therefore, we have supported them with all our insider tips. The blog
reaches over 100.000 unique impressions per month. We originally met Tikva the founder of the blog during
a media event in Utrecht in January 2020.
o LuxusInsider campaign
Our campaign with the B2B luxury magazine LuxusInsider has kicked off with 3 newsletter inclusions in
March. An ad in the June USA focused magazine and 3 more newsletters will follow in the next months.
o NAP Media Request
Andreas Sander, editor
We have successfully secured and confirmed the opportunity to be included in a client magazine with a focus
on Florida. With around 8 pages for Paradise Coast. The editors 3 in total will be staying 5 -6 nights in the
destination and will be supported with activities such as Golf, kayaking, boat trip, sunset tour etc. The
magazine will have a circulation of 85-150.000. Dates are June 2-8, 2022.
o NAP Media request
We have held a conference call with Dirk Baumgartl from blu.fm whom produce the gay travel online & print
magazine Spartacus traveler.
The magazine has been in place for 16 years now and has a focus of reporting on the wide world of gay
travel. The print magazine has 50.000 readers per issue and digital they reach 120.000 page views. They are
a B2C magazine but work with DER TOURISTIK on the B2B side to cover travel agencies as well. We have
discussed with Dirk, the option of a package of Ad/Advertorial and h im visiting the destination after IPW
2022 to get input for articles as well. Details need to be discussed.
PROJECTS
o NAP conference call
We have held a conference call with Paul Beirnes and Claudia Cianfero, to discuss current situation and how
to move forward within our respective markets on March 9th, 2022.
CONSUMER
o Brochure fulfillment: 9 in total
11.A.a
Packet Pg. 240 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
HIGHLIGHTS IN APRIL 2022
o Kick-off USA Reisen campaign with special activities map included in landing page, April 11, 2022
o Facebook ad campaign, April 11- May 2, 2022
o Product call with DER Touristik, April 26, 2022
o Product call with FTI, April 28, 2022
o Inclusion in Visit USA B2B newsletter, April 7, 2022
o Inclusion in Visit USA B2B Belgium newsletter, April 12, 2022
o Finalizing CANUSA & Visit Florida Sustainability campaign, April 30, 2022
MARKET NEWS
o Please find a detailed market intelligence attached
ADDENDUM
o DiaMonde Storyletter inclusion
o NAP most successful Facebook posts
o DM Market Intelligence
o Images Eurowings Discover Roadshow
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.)
11.A.a
Packet Pg. 241 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
(v) visited
(t) personal telephone introduction (telemarketing)
(m) mailing
11.A.a
Packet Pg. 242 Attachment: Tourism Staff Consolidated April report (21933 : Tourism Staff Reports)
04/25/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 13.A
Item Summary: Next Meeting Date - May 23, 2022
Meeting Date: 04/25/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
04/08/2022 9:41 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
04/08/2022 9:41 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 04/08/2022 9:42 AM
Tourism Paul Beirnes Director Completed 04/11/2022 11:08 AM
Tourist Development Council Paul Beirnes Meeting Pending 04/25/2022 9:00 AM
13.A
Packet Pg. 243