TDC Agenda 05/23/2022COLLIER COUNTY
Tourist Development Council
AGENDA
May 23, 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.
May 2022
Collier County Tourist Development Council Page 2 Printed 5/19/2022
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. April 25, 2022 TDC Meeting Minutes
5. Presentations
A. Minto US Open Pickleball Championships Presentation
6. Consent Agenda - All Matters listed under this agenda item are considered to be routine and action
will be taken by one motion without separate discussion of each item. If discussion is desired by a
member of the Council, that item will be moved from the Consent Agenda and considered
separately under New Business or Old Business.
A. Coastal Zone Management
B. Beach Park Facilities
C. Tourism Division
7. New Business
a. Recommendation to approve a Work Order with Humiston & Moore Engineers to provide
professional support services for the application preparation of a United States Army Corps
of Engineers (USACE) permit for the South Marco Island Beach Restoration, under
Contract No. 18-7432-CZ for time and material not to exceed $34,132.00 and make a
finding that this item promotes tourism (Fund 195, Project No. 90071).
b. Recommendation to approve Tourist Development Tax Grant Applications for FY 2022-
2023 Marketing Grants (formerly Category B) ($100,000) and Non-County
Owned/Operated Museums (formerly Category C-2) ($672,500) and make a finding that
these expenditures promote tourism.
c. Recommendation to approve modifications to TDT Grant Guidelines on allowable uses to
include the cost of producing a performing arts production or entertainment at an event or
location whose primary purpose is the promotion of tourism not to exceed 50% of the total
cost of the production and based on the availability of funds and make a finding that this
program promotes tourism.
May 2022
Collier County Tourist Development Council Page 3 Printed 5/19/2022
d. Recommendation to authorize a second round of grant application solicitations for the C-2
Category Museum grants beginning July 1, 2022, with a deadline of August 31, 2022, at 5
pm and make a finding that the grant program promotes tourism.
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
1. Tourism Staff Reports
12. Detailed Staff Reports
13. Next Scheduled Meeting
A. Next Meeting Date June 27, 2022
14. Adjournment
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Item Summary: April 25, 2022 TDC Meeting Minutes
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/16/2022 10:15 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/16/2022 10:15 AM
Approved By:
Review:
Tourism Jennifer Leslie Stage 1 Review Skipped 05/16/2022 10:16 AM
Tourism Jennifer Leslie Tourism Division Completed 05/16/2022 10:16 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/16/2022 10:20 AM
Tourism Paul Beirnes Director Completed 05/16/2022 11:02 AM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/16/2022 5:14 PM
County Attorney's Office Colleen Greene Attorney Review Completed 05/17/2022 1:19 PM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
4.B.1
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April 25, 2022
1
MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT
COUNCIL MEETING
Naples, Florida, April 25, 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 (absent)
Jared Grifoni
Nancy Kerns
Beth Petrunoff
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
Cyndy Murrieta, VP, Integrated Media, 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
Adrian Moses, General Manager, Sports Facilities Cos.
Jaci Erale-Baughn, Venue Marketing Dir., Sports Facilities Cos.
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Any persons in need of the verbatim record of the meeting may request a copy of the video recording
from the Collier County Communications and Customer Relations Department or view it online.
1. Call to Order
Chairman Solis called the meeting to order at 9:00 a.m.
2. Pledge of Allegiance
The Pledge of Allegiance was recited.
3. Roll Call
A quorum of seven was established by those members present in the board room.
Mr. Beirnes noted Amanda Cox was excused but expected to join the meeting at 10 a.m.
4. Agenda and Minutes
A. Changes and Approval of Today’s Agenda
Mr. Hill made a motion to approve the agenda. Second by Mr. Grifoni. The motion was carried
unanimously, 7-0.
B. Approval of prior TDC Meeting Minutes
1. Regular Meeting March 28, 2022
Ms. Becker made a motion to approve the Feb. 28, 2022, meeting minutes. Second by Ms. Brock.
The motion was carried unanimously, 7-0.
5. Presentations/Public Comment - (3 minutes each)
Mr. Beirnes reported that Collier County received a gold award and two bronze awards from the
Hospitality Sales Marketing Association International, the global platform for hospitality, for last
year’s efforts in COVID recovery. He and Chairman Solis went to the award ceremony, where they
also received the President’s Award for the best recovery campaign globally. That was quite an honor.
There were representatives from as far away as Norway. This is not just a CVB award, it’s a TDC
award, a community award. When you look back at the journey of the recovery through COVID, it
was a true team effort, a community affair that included the Board of County Commissioners. It was a
monumental win.
He showed TDC members a tweet he saw last week about the CVB’s winter campaign in Chicago.
This was a picture of the snow at the warming stations on the subway and transit platforms in Chicago,
with a CVB ad suggesting they could go from white snow to sandy beaches. “Only Paradise will do.”
The tweet said, “Effective Advertising, Paradise Coast!” That came from someone who was trying to
warm their toes waiting for their ride.
A lot has happened in the last month, when spring break was upon us. The numbers were great and
they are still doing very well. But we have definitely seen some impact from the economy and world
news. Research that came out last week, Longwoods Sentiment Research, takes a look not just at
Florida, but anywhere domestically, as far as what is influencing people’s travel decisions. It showed
63% of those surveyed indicated that gas prices and the economy were a “significant impact or
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consideration” for their travel decisions, so we cannot ignore that. He’s bringing that up because
Paradise Advertising will be talking about the spring and summer campaigns. They’re probably tired
of hearing me asking, “What is the sentiment from Florida residents? What happens if gas prices
increase significantly enough that we need to pivot?” So, we’re monitoring that very closely. We are
already in the spring-summer campaign. We are monitoring the sentiment from our European
representatives and talking to them daily about how Ukraine and Europe impacts us.
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
None
7. New Business
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 a 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.
Part 1. Marketing Partner Report
A. Downs & St. Germain Research Group – Joseph St. Germain
“Collier County Tourism Research – March 2022 Visitor Tracking and Economic Impact Study”
Ms. Becker asked about the direction of spending and the economic impact, referring to a slide that
showed the percentages were exactly the same.
Mr. St. Germain explained that the multiplier was the same, so the numbers were the same.
Chairman Solis asked if it just happened to be the same.
Mr. St. Germain said yes, it normally wouldn’t be the same.
Ms. Petrunoff noted that inflation has gone up significantly. Did you split out an inflation rate to
show us the factors that are increasing this revenue?
Mr. St. Germain said that isn’t split out. It’s largely with the data we get from visitor tracking. We
want to give you the numbers from the raw data. The reasons why people are spending more are
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revenge travel and larger travel party size. It doesn’t account for inflation. It’s just a factor we need
to consider as we move forward effectively.
Ms. Petrunoff noted that he’d said gas prices and the economy are what they need to watch. What is
it in the economy? Is it Ukraine, inflation or mortgage rates?
Mr. Beirnes said Longwoods Sentiment Research cited gas prices specifically and they looked at
stock market, inflation and those items, so that combines what he refers to as the “hurt in the wallet.”
About 63% of those were somehow financially influenced, which was pretty significant.
Mr. St. Germain said we’ve seen this before whenever the stock market takes a dip. Even if that
doesn’t necessarily affect your day today, you still think about it and you’re making those decisions.
[He continued his presentation.]
Ms. Brock said on the ADR, are you considering Airbnb rates, as well, or is that just hotel
properties?
Mr. St. Germain said it was hotel and vacation rentals. The vacation rentals’ occupancy rate tends
to be a little lower and the ADR is higher.
Ms. Brock asked if that would increase occupancy in larger properties.
Mr. St. Germain said it would decrease it. It tends to have a lower occupancy. There are more units
available, so in terms of counting the number of visitors and revenue, it’s generally up. We’re still
trying to fully understand it in Collier County. We’re getting more data, but that’s something we’re
always going to try to keep our finger on in a market, vacation rentals, in general. There’s a lot of
data, so we’re doing what we can to try to give you the best idea of what that looks like.
Chairman Solis asked what the value on the travel dollar was, the scale.
Mr. St. Germain said it’s 1-10. Last month, it was 8.5 and it was 8.9 in past months. As a more
upscale destination in this range, it’s going to be good. It’s hard to reach a 10 when you’re paying an
ADR of $500 a night. As we continue to collect this, it’s important at the start to see how you’re
doing against yourself, and that’s why last month was – he didn’t want to say “a concern” – but if it
would continue, we would be concerned. The bump back up was very good to see.
Chairman Solis said he assumes that in terms of destinations like Collier County, that’s a pretty
good level to be at.
Mr. St. Germain said it was, especially given the ADR rates. As that goes up, visitors’ expectations
go up with it. That’s why it’s an important metric. Given the ADR and RevPAR metrics you have,
that’s a win.
Mr. Hill asked about vacation rentals, saying he noticed that in the data, it shows a little over half
the occupancy is being driven by vacation rentals. Then, if you go to the Tourist Development Tax
Collections, it’s considerably lower than that. Would that mean the vacation rental rate is lower than
the hotel-room rate?
Mr. St. Germain said he’d need to double-check those numbers. In most markets, vacation rentals
tend to be a bit higher. This is the one market where it’s closer to equitable or the same.
Ms. Petrunoff said she was surprised by the 40% of new visitors. It’s the first time they’ve come
here. Did we dive down into the demographics of that segment to see who’s now attracted to our
community? That could possibly be a leading indicator of what amenities we would want to build.
Mr. St. Germain said they have that data, but if they do it, they recommend going back to the start
of October, so you have more than one month of data. That’s something we could look at and we can
share it with Paul and the team and they can share it with you. We can break out how the first-time
visitor is different from other types of visitors.
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Ms. Petrunoff said that seems like a big number to her. People seem to come here over and over.
Mr. Beirnes said we have a very strong repeat visitation rate and research isn’t necessarily the first
indicator. It’s most likely driven by our refined marketing, which was intentionally focused on
reaching those incremental numbers. What we have found in some of the research is that the repeat
visitation is very strong, so you want to cultivate that and make visitors happy, but you also want to
cast your net and make sure we are broadening our exposure.
He noted that Paradise Advertising will talk about how they’ve done that this winter and how they’re
starting to cast unique, new nets wider for the spring and summer. They’re connected and very
intentional. It’s to make sure that we’re not just losing a segment – age and demographics, whatever
– and then having to rebuild. So, we’re continuing to build wide.
Ms. Becker said she didn’t see a question about whether visitors are coming here for events.
Mr. St. Germain said they are asked about that, but this report involves the top four or five reasons
and that’s not among them.
Ms. Becker noted that it’s quite a long list. She believed it should be there.
Mr. St. Germain said if it’s not included, he’ll make sure he adjusts that.
Mr. Beirnes said he believed it is part of the questions. We can include that on the percentages they
give the TDC.
Mr. St. Germain said they’ll tweak that moving forward.
B. Paradise Advertising – Cyndy Murrieta
“Advertising Report –Winter Ad Campaign January 10-March 31, 2022 and the Spring-Summer
Campaign, A Look Ahead.”
(PowerPoint presentation)
Chairman Solis asked if this was the first campaign they’ve used in Quarter 1.
Ms. Murrieta said it wasn’t. They did it in the fall. This is cumulative.
Ms. Petrunoff asked what the top competitive destinations they’re trying to cannibalize were.
Ms. Murrieta said she couldn’t think of them all, but Amelia Island, the Palm Beaches, Sarasota, the
high-end beach domestic destinations.
Ms. Petrunoff said, so they’re not trying to target St. Bart’s and other Caribbean beach destinations?
Ms. Murrieta said that for a while, before there was international travel, she used luxury cruises and
international travel as “competitive” because people were staying domestic, but now we’ve stuck to
domestic for this campaign.
Ms. Becker asked about Key West.
Ms. Murrieta said they have focused on the Florida Keys, but not specifically Key West. That’s
super-expensive and is more of a party audience.
[She continued her presentation]
Ms. Petrunoff asked if they ever go hyper-local. You’re running around downtown Chicago, but the
decision maker for a vacation might be at home in Lake Forest or Hinsdale. Do you ever do things
that are local on NextDoor or other kinds of media to get to that decision-maker?
Ms. Murrieta said they probably wouldn’t go as hyper-local as NextDoor. She wouldn’t want to be
in that environment because Paradise Advertising is very protective of this brand and where they
advertise.
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[As an example, she showed the TDC neighborhood-focused billboards in Lincoln Park and four
other neighborhoods.]
Ms. Murrieta said they specifically researched the upscale neighborhoods. Instead of buying big
highway billboards, they went into the neighborhoods. When we go into New York City or
someplace like this, she wouldn’t want to blanket everything because it might get lost. When we go
into a market, we already are targeting 25 to 64-year-olds with a household income of $175,000-plus,
so most of what we’re doing is targeting that. They chose The Loop, more upscale areas and
commuting. Nothing is a perfect science when it comes to traditional media. It’s about trying to
surround Chicago, so as they’re going about their daily business, they can’t miss it. Looking at spend-
per-city, it looks like there are some huge differences on where they come from.
Ms. Petrunoff said if she remembered correctly, Boston spends the most money here and Chicago
was next. Do we ever look at spending more marketing dollars where consumers are going to be
spending more money here?
Ms. Murrieta said we’re always looking at the top yielding markets. We don’t look at one source in
a silo. We’re always looking across all sources to determine which target markets to go after. Within
that, we don’t say, “I want to put more money toward this or more money toward that.” We allow
everything to run across all of those, so that’s the answer to your question.
Mr. Beirnes said something we’ve overlooked is that over the last year we’ve seen an interesting
migration. All of a sudden, the No. 1 market for a couple of months will be the Midwest, then New
York starts sparking. We’re watching it, we’re analyzing it. Maybe this could have been caused by
the lockdown because this was a year ago. Maybe that’s why the Midwest is sparking, then all of a
sudden New York started elevating. Is that because they’re fully open or they’re just starting to get
out of the market? All of this is not a perfect science, but we’ll be adaptive. We’re being nimble and
anticipating where the next season is, so as we look to the spring and summer, we’ve changed some
of our target markets based on the behavior of spring and summer travel.
Ms. Murrieta said there’s a lot of adaptive work, but it’s important not to be too reactive because
things shift month-to-month and from season-to-season, so we need to keep that consistent presence
in all the markets we know have consistent visitation for you. We don’t want to pull off the gas in
those markets unless we start to see we’re keeping consistent and visitation is going down, which we
have seen over the years in a couple of markets.
[She continued the presentation]
Ms. Petrunoff asked if they had information on dollars per impression. Do you have any metrics on
your return on investment?
Ms. Murrieta said that for most of what she’s showing today, they do, but not for everything. It’s
hard to show a return on investment for traditional media, so we can look at other metrics like this to
see how it worked. ADARA is something we have started to use. It has some really cool dashboard
analytics. For the three months of the winter campaign for the people exposed to our advertising,
exclusive of Expedia, it generated $714,000 in hotel revenue. ADARA has a direct partnership with a
lot of hotels, flights and car rentals. From all their direct partners, that’s the hotel revenue that was
generated by 169 hotel bookings and 94,000 searches.
The biggest percentage of visitors was couples, at 50%, and they also stayed the longest, at 5.4 nights.
The planning window, the time from when they first started searching to when they booked and from
when they booked to when they actually traveled, that is growing a bit longer because during the
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pandemic, people were booking at the very last minute. That’s growing a bit longer, 37.2 days for a
hotel, from when they booked to when they actually made it to the destination. That’s good to see that
number getting bigger.
The No. 1 driver of revenue is Kayak, followed by ADARA, and third is Division-D, a media partner
they use to do competitive targeting.
Mr. Beirnes noted that historically, we have not marketed to Canada. Our priority was domestic, but
some of our trade is U.K., Germany and Latin America. Other Florida markets, the Southwest Coast and
West Coast, have been very successful with Canadians. We felt that based on the ability to fly after pent-
up demand and the fact that the borders recently reopened. It was a new strategy that we enacted last
May. It has come along very well. It’s a lot of effort, but not a significant amount of budget, so we are
taking note from this and will react accordingly, but it’s been very successful.
[She continued her presentation]
Ms. Brock asked about when she represents Miami as one of the key markets, does that include
Broward County? Is it Dade and Broward?
Ms. Murrieta said, yes, it’s Miami-Fort Lauderdale. There are times when we specifically focus on
Miami, but generally, it’s Miami Fort Lauderdale.
Ms. Brock noted that there’s a significant Canadian population there, especially in Hollywood, in
South Broward County, where she’s from. Maybe we could cannibalize some of those visitors as that
gets more and more crowded and less and less desirable?
Ms. Murrieta said right.
Mr. Beirnes said that for those of you who were here last year at this time, we were talking about our
marketing plan. As we went through the pandemic, we saw Florida residents surge. Everybody in
Florida discovered their own backyards and then when we take a look at other research, it shows the
repeat visitation. There’s a great opportunity. They’ve come down, they’ve experienced, they’ve test
drove it, they fell in love with it, and all of us Florida residents know the moment when the last
person leaves town. They know when they can come back and reclaim their beaches for their own
Florida-resident feeling.
We discovered last year that going into the pandemic we hadn’t developed a robust enough database
of Florida residents to be able to reach out and connect with them on a moment’s notice. We are
developing that database, so that we can talk to them and turn on the heat really quickly if needed.
There’s a lot of lot of strategy going on behind the scenes, not for immediate response, but for long-
term growth and management of our database.
C. Lou Hammond Group – Terry Gallagher
“National Public Relations Update – TDC Meeting – Services Conducted in March 2022”
(PowerPoint presentation)
Part 2. Marketing Partner Reports
D. Collier County Tourist Tax Collections – Paul Beirnes
“Tourist Tax Collections – March 31, 2022”
E. Miles Media – Enriqueta Balandra
Paradise.com Web Analytics Report – February 2022
(PowerPoint presentation)
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Chairman Solis asked about Kansas. That came out of nowhere.
Mr. Beirnes said it’s interesting that he caught that. It’s an anomaly. A place called Coffeyville,
Kansas, is the geographic center of the United States. You’d think that we had the biggest reach in
Coffeyville, but anything that doesn’t fit geographically anywhere else, they lump it into the city of
Coffeyville. You’d think there’d be 30 million people there, but it is a weird anomaly. He also
noticed that a couple of months ago. It’s a reporting challenge that if it doesn’t fit anywhere, it’s by
default, the center of the U.S., and it shows up as Coffeyville.
F. Paradise Coast Sports Complex/Sports Facilities Companies – Marissa Baker, Adrian Moses,
Jaci Erale-Baughn
Ms. Becker asked them to say something about Sunset Saturdays.
Mr. Becker said that through their food and beverage director and marketing manager, they’ve
developed a concept to tell the public that The Cove Bar is one of the coolest places to be in
Collier County on Saturdays. We’ve been hiring reggae bands on Saturday evenings for local
residents and sporting event participants. About 120 people came out last Saturday.
G. County Museums – Amanda Townsend
“Collier County Museums – March Visitors Report”
10. Council Member Discussion
Chairman Solis congratulated staff and the marketing partners on the HSMAI award. He had no
real understanding of how big a deal it really was. It was good that (former Tourism Director) Jack
Wert was there, as well. Clearly, the respect that the industry has for Paul and Jack and everybody
involved in our marketing partners was evident from all the comments people made, so that was a
big deal. Even his son, who is graduating from the hospitality program at University of Florida, said
that he knows about the award. He learned about it in one of his classes, that HSMAI is a big
organization. What amazed me was that the other marketing agencies we competed with involved
Las Vegas, whole countries, European countries. It was amazing to get that kind of recognition when
the competitors were countries with budgets that were kind of GNP size. It was an amazing team
effort throughout the pandemic and coming out of the pandemic.
Mr. Hill asked Mr. Beirnes to explain what the campaign involved for anyone who wasn’t aware.
Mr. Beirnes said it was a two-year process. The world ended in March of 2020, as we knew it, in
tourism. What the CVB and the community did was immediately rally behind a recovery campaign,
unlike many other destinations, whose approach was to go silent, hunker down and wait it out.
Almost two weeks to the day, our first TV advertising campaign was not only created, it was
produced and was airing. It basically said that when you’re ready to travel, we’ll be waiting for you.
It was the right message. It was passive. People were watching television, but it was exactly what
they were looking for.
Coming out of that, the TDC and the Board of County Commissioners rallied behind a recovery
strategy, which was our Paradise Pledge. That was reaching out to the community to encourage
increased cleaning protocols on all levels because the reality was that we could be ready for visitors
to come back, but if there was a significant decrease in business to restaurants, retailers and
hoteliers, they might not be there and ready. So, we were really pushing and campaigning toward not
only that market, but for locals to go to local restaurants and retailers and keep them going with the
takeout menus.
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We reached out to Florida residents and continued to push the message further. We were working
very closely with research, Miles Media and Paradise Advertising. We were looking for those sweet
spots along the way, so one year ago almost to today, seniors were the first ones getting vaccinated.
We had a campaign we internally referred to as “targeting vaccinated seniors” because they were
able to get out and they were the first ones to have their “Superman capes” on. It was keep-your-ear-
to-the-ground targeting, very specifically, but very methodical in the approach.
We were still in the thick of it in January 2021, but our numbers and Tourist Development Tax
collection in 2021 set all-time records. Given all those challenges, to be able to have that was
remarkable. Thank you, chair, for acknowledging us. It was truly a community effort, the BCC,
TDC, all our agencies rallied together. The teamwork was incomparable. We’ve got such a closely-
knit, well-oiled organization now that will definitely take us strong into the future. Plus, the tagline,
“Only Paradise will do” was absolutely true.
Ms. Brock agreed that the tagline was very big.
Mr. Beirnes noted that everyone had a pecking order priority of what they were willing to accept or
what they were looking for. Destinations that used to be the 800-pound gorillas were maybe not
what people were looking for. They were looking for 30 miles of white sand beaches, wide-open
spaces, ecological adventures. It was ideal, so that allowed us to say, “Only paradise will do.” We’re
the only ones that fit that mold and we’re morphing that a bit now as we go into the spring and
summer. People know us now. We’re owning it and moving forward, so it’s pretty exciting.
Chairman Solis said it was methodical. Talk about being able to pivot on a dime. It was amazing.
Ms. Becker pointed out that the hospitality program at FGCU was silenced for several years due to
COVID.
11. Tourism Staff Reports
Director
(Submitted)
Mr. Beirnes said that as we look to May, we’re going to have a lot of efforts. Starting off in May, we
are already deep into our FY23 Strategic Marketing & Budget plan. We’re already looking into next
year. IPW (International Pow Wow) is a very important event for us and that’s the start of June. It’s
where all the world buyers and U.S. sellers come together under one roof. That will be in Orlando, so
this is the first major opportunity for IPW to get together. There was a very condensed show in
September of last year, but we were there and put our best foot forward.
Pickleball is happening now. He encouraged everyone to go to the Sports Complex to watch. It is
phenomenal and will be running until next Sunday. They will be here at our meeting next month to
provide a recap of how that went, what worked, and the challenges.
Next month, we’ll also have several items involving the TDC grants program. He congratulated John
Melleky, the new Manager of Arts & Culture, who came in February and handled that. We’ll review
those grants at the next meeting.
12. Detailed Staff Reports
Submitted
13. Next Scheduled Meeting Date/Location – 9:00 a.m. May 23, 2022
4.B.1.a
Packet Pg. 13 Attachment: TDC 4-25-22 DRAFT Minutes (22275 : April 25, 2022 TDC Meeting Minutes)
April 25, 2022
10
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 10:54 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. 14 Attachment: TDC 4-25-22 DRAFT Minutes (22275 : April 25, 2022 TDC Meeting Minutes)
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 5.A
Item Summary: Minto US Open Pickleball Championships Presentation
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/13/2022 10:39 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/13/2022 10:39 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/13/2022 10:40 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/13/2022 10:54 AM
Tourism Paul Beirnes Director Completed 05/13/2022 2:28 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/19/2022 8:48 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/19/2022 9:00 AM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
5.A
Packet Pg. 15
THE SPORT
TDC MEETING
2022 US OPEN RECAP
May 23, 2022
5.A.1
Packet Pg. 16 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
THE SPORT
5.A.1
Packet Pg. 17 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
* 2022 SFIA Topline Participation Report * 2022 SFIA Topline Participation Report
3.3 3.5
4.2
4.9
5.7*
0
1
2
3
4
5
6
2018 2019 2020 2021 2022
ProjectedMILLIONSParticipation
5.A.1
Packet Pg. 18 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
Participation
40%
Female
60%
Male
Male/Female Demographics
5.A.1
Packet Pg. 19 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
Participation
12%
6 -12
10%
13 –17
12%
18 -24
16%
25 -34
13%
35 –44
8%
45 –54
12%
55 -64
17%
Over 65
Age Demographics
Age
Under 12
13 - 17
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
5.A.1
Packet Pg. 20 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
THE 2022 US OPEN RECAP
5.A.1
Packet Pg. 21 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
•WELCOME CENTER
2022Park Updates
5.A.1
Packet Pg. 22 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
2022Park Updates
NEW
WELCOME
CENTER
5.A.1
Packet Pg. 23 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
Park Updates
5.A.1
Packet Pg. 24 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
THE TRUE HEROS
5.A.1
Packet Pg. 25 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THANK YOU!
5.A.1
Packet Pg. 26 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
THE MOOD
5.A.1
Packet Pg. 27 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
PA RAPICKLEBALL DIVISION
5.A.1
Packet Pg. 28 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
KIDS DAY FROM LOCAL SCHOOLS
5.A.1
Packet Pg. 29 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
AUSTRAILA IN THE HOUSE
5.A.1
Packet Pg. 30 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
PERU IN THE HOUSE
5.A.1
Packet Pg. 31 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
SINGAPORE IN THE HOUSE
5.A.1
Packet Pg. 32 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THEY TRAVEL IN PAIRS
5.A.1
Packet Pg. 33 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THEY TRAVEL IN GROUPS
5.A.1
Packet Pg. 34 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THEY TRAVEL IN A BUS
5.A.1
Packet Pg. 35 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THEY COME FOR THE PARTY AND CELEBRATION
5.A.1
Packet Pg. 36 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
MEDIA REACH
5.A.1
Packet Pg. 37 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
IN THE HOUSE!
5.A.1
Packet Pg. 38 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
•Pickleball Channel live streamed every day from
2:00 –7:00 throughout the entire week for a total
of 30 LIVE hours
•Ye ar-round coverage on the Pickleball Channel
replaying featured matches
•Naples, Marco Island, Everglades commercial played
on LIVE STREAMING a total of 44 times
•Naples, Marco Island, Everglades billboard played on
LIVE STREAMING a total of 63 times
•2.0MM impressions on You Tube for 7 days
•1.0MM additional impressions since US OPEN ended
•Over 122K unique views on Facebook Live Streaming
alone during the event
2022 Live Streaming
5.A.1
Packet Pg. 39 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
•Weather threw us a curve ball!
•US OPEN pro finals were played at noon and
broadcasted at 7:00 that same night
•CBSSN re-broadcasted a minimum of four additional
times (3 matches per show) and a total of 12 additional
hours
•Naples, Marco Island, Everglades commercial played
on LIVE TV and Mixed Doubles tape delayed broadcast
•Naples, Marco Island, Everglades advertising billboard
appeared on each broadcast for a total of 15 times
2022 Television
5.A.1
Packet Pg. 40 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
BILLBOARDS THROUGHOUT FLORIDA
5.A.1
Packet Pg. 41 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
379,938 WEEKLY I MPRESSIONS
5.A.1
Packet Pg. 42 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
5.A.1
Packet Pg. 43 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
BY THE NUMBERS
5.A.1
Packet Pg. 44 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
•April –Naples, Florida
•The Biggest Pickleball Party in the world
•2800+ participants
•Over 150 Pro Players competed for
$100,000 in prize money
•Over 35,000+ spectators visited
throughout the 8-day event
•24 vendors filled the Vendor Village
•Social Media: usopenpickleball.com
Facebook / Twitter / Instagram
2022Event Summary
5.A.1
Packet Pg. 45 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
2016 2017 2018 2019 2021 2022
Players 850 1200 1900 2100 2100 2880
States Represented 36 42 47 48 48 49
Spectators 6,000+8,000+9,000+17,000+24,000+35,000+
MINTO US Open Pickleball Championships
Participation Recap
5.A.1
Packet Pg. 46 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
BY THE NUMBERS
•USOPENPICKLEBALL.INFO SITE 58,823
•FA CEBOOK PAGE REACH 206,448
•INSTAGRAM PAGE REACH 14,227
•LIVE STREAMING IMPRESSIONS 3MM+
–Pickleball Channel YOUTUBE
–UNIQUE VIEWS 122K
5.A.1
Packet Pg. 47 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
THE SPORT
SURVEY RESULTS
5.A.1
Packet Pg. 48 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
Kiwanis/Christmas in July Parking
•Averaged paid cars parked per day: 1,800
•Additional cars parked per day:400
(weekly paid, volunteers, sponsors, etc.)
•To tal cars parked per day:2,200
•To tal paid cars parked for the week:15,400
•Average people in each car:2
•To tal Visitors = 30,800+
•Additional Uber, Bus Loads!
•To tal Donation:$40,000
5.A.1
Packet Pg. 49 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
Where did they stay?
•To tal Players 2880
(does not include spectators)
•To tal nights staying in the area:15,840
•Av erage stay:5.5
•Hotel 951 (33%)
•Friends/Family 633 (22%)
•Personal Home 720 (25%)
•Air B&B or VRBO 519 (18%)
•RV Park 57 (2%)
5.A.1
Packet Pg. 50 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
2022 Room Nights PLAYERS ONLY
Registered Players 2880
Assume 2 per room 2
Av erage Room night stay for
players
1440
Av erage stay for event 5.5
To tal Nights Stayed 7,920
Stay with friends or home 50%
To tal Room Nights Minimum Stayed 3960
*Does NOT include Spectators, Vendors, Sponsors, Volunteers, Referees
5.A.1
Packet Pg. 51 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
2022ECONOMIC IMPACT
EVENT NAME: US OPEN Pickleball Championships 2022 EVENT DATES: April 23 -April 30, 2022
VISITOR FACTORS Quantity Multiplier # DAYS Total
How many adult out-of-area participant days expected?2880 $ 151.00 7 $ 3,044,160.00
How many youth out-of-area participant-days are
expected?50 $ 51.00 3 $ 7,650.00
How many out-of-area spectator-days are expected?15,000 $ 51.00 6 $ 4,590,000.00
How many out-of-town media-days are expected?30 $ 102.00 8 $ 24,480.00
How many in-area spectator days are expected?10,000 $ 25.00 4 $ 1,000,000.00
Total direct impact =$ 8,666,290.00
Output multiplier 1.49 Total output impact $ 12,912,772.10
Employment impact 303.32015
Total earnings impact 4679796.6
Transient lodging tax $ 346,651.60
Local option gasoline tax $ 23,750.68
Payment by Event Organizer for use of public facility $ -
Total gross revenue $ 370,402.28
5.A.1
Packet Pg. 52 Attachment: USOpen_TDC Recap 2022 Pending (22237 : Minto US Open Pickleball Championships
05/23/2022
EXECUTIVE SUMMARY
Recommendation to approve a Work Order with Humiston & Moore Engineers to provide
professional support services for the application preparation of a United States Army Corps of
Engineers (USACE) permit for the South Marco Island Beach Restoration, under Contract No. 18-
7432-CZ for time and material not to exceed $34,132.00 and make a finding that this item promotes
tourism (Fund 195, Project No. 90071).
OBJECTIVE: To obtain a new 15-year USACE permit for the restoration of South Marco Island beach.
CONSIDERATIONS: On January 5, 2005, the USACE issued Permit SAJ-2005-2726 to perform
periodic renourishment of South Marco Island Beach for over a period of 15 years, with an expiration
date of January 5, 2021. South Marco Island Beach is typically renourished on 7-year intervals and was
last renourished in April of 2020. The County is in the early planning stages for the next renourishment.
Humiston & Moore Engineers will provide professional engineering services to the County in support of
the application for a new 15-year permit, including preparation of USACE Permit Drawings. The new
permit is expected to be submitted within 30 to 60 days after the Notice to Proceed (NTP) has been
issued.
Humiston & Moore Engineers is headquartered in Naples, FL and was founded in 1991. They were
selected as one of three firms on the County’s 18-7432-CZ Coastal Engineering Services Library contract
and have provided engineering and permitting services to the County for over fifteen years.
FISCAL IMPACT: Funding for the proposed work order is available in the Tourist Development Tax
Fund 195, Project No. 90071, Marco Island South, NTP & Renourishment. Funding for this Work Order
will not be requested for reimbursement from any grantor agency.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to
this action.
ADVISORY BOARD RECOMMENDATIONS: This item was approved unanimously by the Coastal
Advisory Committee (CAC) at its meeting on May 12, 2022. The Tourist Development Council (TDC)
will review at its meeting on May 23, 2022.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: To approve a Work Order with Humiston & Moore Engineers to provide
professional support services for the application preparation of a United States Army Corps of Engineers
(USACE) permit for the South Marco Island Beach Restoration, under Contract No. 18-7432-CZ for time
and material not to exceed $34,132.00 and make a finding that this item promotes tourism (Fund 195,
Project No. 90071).
Prepared By: Andrew Miller, P.E., Coastal Zone Management, Capital Project Planning, Impact Fees and
Program Management Division
ATTACHMENT(S)
1. 04.21.22 - Proposal - HM - South Marco Beach USACE Permit (PDF)
7.a
Packet Pg. 53
05/23/2022
7.a
Packet Pg. 54
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.a
Doc ID: 22111
Item Summary: Recommendation to approve a Work Order with Humiston & Moore Engineers
to provide professional support services for the application preparation of a United States Army Corps of
Engineers (USACE) permit for the South Marco Island Beach Restoration, under Contract No. 18-7432-
CZ for time and material not to exceed $34,132.00 and make a finding that this item promotes tourism
(Fund 195, Project No. 90071).
Meeting Date: 05/23/2022
Prepared by:
Title: – Capital Project Planning, Impact Fees, and Program Management
Name: Farron Bevard
05/02/2022 1:25 PM
Submitted by:
Title: Division Director - Capital Proj Plan, Impact Fees – Capital Project Planning, Impact Fees, and
Program Management
Name: Beth Johnssen
05/02/2022 1:25 PM
Approved By:
Review:
Tourism Paul Beirnes Tourism Division Completed 05/02/2022 1:27 PM
Tourism Paul Beirnes Director Completed 05/02/2022 1:28 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/11/2022 3:21 PM
County Attorney's Office Colleen Greene Attorney Review Completed 05/13/2022 3:26 PM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
7.a
Packet Pg. 55
South Marco Island Beach Restoration
Professional Services Federal Permit
Prepared by Humiston & Moore Engineers 4-21-2022
Page 1 of 2
C:\Users\farronbevard\Desktop\2022-Permitting USACE for South Marco Beach Restoration SOW REV 4.21.22 (002).docx
SCOPE OF WORK SOUTH MARCO BEACH RESTORATION USACE PERMIT
CONTRACT 18-7432-CZ
APRIL 21, 2022 (valid for 90 days)
Introduction: The following is a scope of services for obtaining a new permit from the U.S. Army Corps of
Engineers for the dredging of sand from Caxambas Pass and placement of the sand as beach restoration
along the south segment of Marco Island. The previous permit SAJ-2005-2726(SP/MOD-MMB) was issued
for 15 years and expired January 5, 2021. A new application will be necessary to issue the same permit for
the next 15-years, which is the maximum time period that the state FDEP issues permits for beach
restoration. This Project has been completed on approximate 7-year intervals and the last project was
completed in 2020 and is currently being monitored.
A preliminary meeting held with the USACE staff in Ft. Myers was completed on April 6, 2022, and the
staff is supportive of processing a new request. The new application will need to be reviewed with the
national Marine Fisheries Service (NMFS) and the U.S. Fish and Wildlife Service (FWS). With no changes
up front the processing may be processed more efficiently to reestablish authorization for beach fill.
Following permit issuance, future permit modifications may be filed potentially for the expansion of the
sand source depending on the monitoring and in-filling rates at the borrow area.
Services provided by H&M will be invoiced based on Time and Materials. The budget and tasks are
proposed based on past permitting, project implementation and project performance. An allowance of
$5,000 for limited environmental assessment of submerged resources is included as optional in case
requested by the federal resource agencies. This budget assumes no additional technical analysis or
justification based on initial conference with USACE staff.
Task 1: Permit Drawings, draft application and formal Federal Pre-application meeting
Permit Drawings: Engineer shall prepare drawings in support of a permit application for activities
previously authorized under USACE permit SAJ-2005-2726(SP/MOD-MMB) for the restoration of the
South portion of Marco Island. Sand sources include the Borrow Area in Caxambas Pass as well as use of
truck hauling of sand from an acceptable inland source. Plans will be prepared based on the latest
monitoring data for the beach and borrow area. Application for the work will be prepared on USACE
Engineering Form 4345. Supporting documentation will be compiled in a brief summary for review by the
USACE and federal resource agencies (NMFS and FWS). This will include a summary of beach nourishment
events at the site, relevant Programmatic Biological Opinions and past compliance records of the project
and project performance through project monitoring.
Pre-Application Meetings: Upon completion of the permit drawings and draft application by the County,
Engineer will coordinate with County and Jacksonville District USACE staff and meet on a formal pre-
application basis. Staff of NMFS and FWS will be invited to join the meeting.
Deliverable: Permit Drawings and summary of meetings with USACE.
Task 1 (TM) Estimate: $15,078
7.a.1
Packet Pg. 56 Attachment: 04.21.22 - Proposal - HM - South Marco Beach USACE Permit (22111 : Recommendation to approve a Work Order with Humiston &
South Marco Island Beach Restoration
Professional Services Federal Permit
Prepared by Humiston & Moore Engineers 4-21-2022
Page 2 of 2
C:\Users\farronbevard\Desktop\2022-Permitting USACE for South Marco Beach Restoration SOW REV 4.21.22 (002).docx
Task 2: USACE Permitting
Federal Permit Application: Based on feedback from federal agencies, Engineer will prepare and file the
necessary permit application for the Beach Restoration of South Marco Island using either the same
borrow area from Caxambas Pass or an inland mine depending on sand availability and scope of the fill
project. Engineer will utilize existing physical and biological data to initiate the permitting process.
Requests for Additional Information (RAI): Engineer will respond to RAIs to complete the application for
the federal permit so that the public notice may be issued in a timely manner. Engineer will coordinate
with the U.S. Fish and Wildlife Service (FWS) and National Marine Fisheries Service (NMFS) as necessary
during the permit coordination. Engineer will coordinate all responses through Coastal Zone Management
and keep the County and City of Marco informed as stakeholders. Local County staff expertise and physical
and biological monitoring of the previous projects completed at this location will be potential resources
in addressing questions from the federal staff. Response time to Agency requests will depend on scope of
information requested. If new data collection is required, Task 3 will be used to obtain additional site
biological data.
Deliverable: Approved USACE Permit Modifications and approved Permit Drawings.
Task 2 (TM) Estimate $14,054
Task 3: Subconsultant
Earth Tech – Subconsultant Environmental subconsultant to address request for additional site biological
data including assessment of submerged aquatic vegetation and natural resources in vicinity of borrow
area, if needed.
Deliverable: Environmental Resource Survey Report
Task 3 (TM) Estimate $5,000
The Tasks listed above will be completed in 365 days from the NTP.
Professional Services as referenced herein will be provided based on a Time and Materials Basis for a total
Not to exceed budget of $34,132. Application fees will be addressed separately by County. Professional
services will be provided in accordance with Contract 18-7432-CZ between Engineer and County.
Proposal valid for 90 days.
Sincerely yours,
HUMISTON & MOORE ENGINEERS
Brett D. Moore, P.E., D.CE.
President
7.a.1
Packet Pg. 57 Attachment: 04.21.22 - Proposal - HM - South Marco Beach USACE Permit (22111 : Recommendation to approve a Work Order with Humiston &
South Marco Beach Restroration - USACE Permitting
Prepred by Humiston Moore Engineers
4/14/2022
South Marco Beach Restoration
Project - USACE Permitting
Estimate
1. Permit Drawings and Drafft Application, USACE Pre-application Meetiing
1.a
Data review and development of updated
permit drawings. meet with county 13,380.00
1.b Pre-application meetings 1,698.00
Task 1 Subtotal:15,078.00
2 - Federal Permitting
2.a
Prepare USACE Submittal, supporting
documentation, plans, reports, RAI 6,486.00
2.b Federal Permitting - USACE 7,568.00
Task 2 Subtotal:14,054.00
3- Subconsultant
3 Biological data collection 5,000.00
Task 3 Subtotal 5,000.00
Total:34,132.00
Summary Breakdown of Cost Estimate
RATE/UNIT HOURS/QTY COST AMOUNT
Principal Engineer 231 25 5,775.00
Senior Engineer 177 8 1,416.00
Project Manager 160 0 0.00
Engineer 130 80 10,400.00
Senior Designer 140 0 0.00
Designer 105 44 4,620.00
Senior Technician 103 44 4,532.00
Inspector 93 0 0.00
Technician 83 2 166.00
Cadd Technician 107 16 1,712.00
Clerical/AdministrativeAdmin/clerical 73 7 511.00
Environmental 1 5,000.00 5,000.00
EXPENSE 0 0.00
Project
Total:34,132.00
F:\Collier\900-South-Marco-Caxambas\2022-USACE Permitting\2022 Costs Federal Permitting South Marco Beach Restoration Project 04-
14
1 of 1
7.a.1
Packet Pg. 58 Attachment: 04.21.22 - Proposal - HM - South Marco Beach USACE Permit (22111 : Recommendation to approve a Work Order with Humiston &
FROM
Jeremy Sterk
Earth Tech Environmental
10600 Jolea Avenue
Bonita Springs, FL 34135
www.eteflorida.com
PHONE
239-304-0030
FOR
Humiston & Moore Engineers
TO
Brett Moore
EMAIL
bdm@humistonandmoore.com
ADDRESS
5679 Strand Court
Naples
FL 34110
COPY TO
Matthew Fleming
QUOTE NUMBER
2184
DATE
April 28, 2022
VALID UNTIL
May 28, 2022 at 1:00PM
ETE
Proposal
for
Environmental
Consulting
Services
-
South
Marco
Beach
Restoration
Project
Project:
South
Marco
Beach
Restoration
Project
Reconnaissance Seagrass\Benthic Resources Survey.
Thank
you
for
the
opportunity.
Earth Tech Environmental , LLC (ETE) appreciates the opportunity to provide you with the following agreement for professional
envi ronmental services.
Scope
of
Professional
Services:
ETE is proposing the following Scope of Services for this project:
7.a.1
Packet Pg. 59 Attachment: 04.21.22 - Proposal - HM - South Marco Beach USACE Permit (22111 : Recommendation to approve a Work Order with Humiston &
Benthic
Resource
Survey
(Lump
Sum):
An in-water survey of benthic resources (i.e., oyster reefs and SAV) in the vicinity of the borrow area at
Caxambas Pass . The purpose of this survey is to delineate the edges of any benthic resources and to
document their current condition. This information shall be used to minimize potential impacts to
benthic resources. Benthi c survey will be conducted by SCUBA certified consultants experienced in
benthic observations and identification. ETE will prepare a report summarizing field findings and
identified resources will be GPS located with ArcGIS shapefiles provided to the engineer. This is a lump
sum task (per survey event). ETE will supply all equipment necessary to compl ete the survey, including
boats and SCUBA gear. This is a reconnaissance survey - if more detailed analysis is required by the
County or FDEP, an additional scope and cost will be provided.
5,000.00
x 1
5,000.00
Total $5,000.00
We
appreciate
your
business!
Thank you for all owing Earth Tech Environmental LLC to provide you and your community with environmental services. This
proposal can be authorized by digitally signing below. You can also print a PDF version of this agreement, sign, and return a copy
to us.
Payment
Options:
ETE accepts cash, check, or credit cards for services. A 3.8 % convenience fee is added to al l credi t card transactions.
7.a.1
Packet Pg. 60 Attachment: 04.21.22 - Proposal - HM - South Marco Beach USACE Permit (22111 : Recommendation to approve a Work Order with Humiston &
05/23/2022
EXECUTIVE SUMMARY
Recommendation to approve Tourist Development Tax Grant Applications for FY 2022-2023
Marketing Grants (formerly Category B) ($100,000) and Non-County Owned/Operated Museums
(formerly Category C-2) ($672,500) and make a finding that these expenditures promote tourism.
______________________________________________________________________________
OBJECTIVE: Approve grant applications and recommended grant awards for Tourist
Development Tax (TDT) Marketing and Non-County Museum Grant applicants for FY 2022-2023.
CONSIDERATIONS: Tourism Grant Applications were made available on our County Tourism
website in February and were due April 29, 2022. In accordance with the Grant Guidelines, the
applications were reviewed by Tourism Division staff to verify they met the Grant Guidelines and then
by the County Attorney's Office for legal sufficiency.
Marketing Grants (formerly Category B)
Florida Stone Crabbers Association
This application funding request is for $25,000 to promote the 2023 Everglades Seafood Festival (53rd
Annual) in Feb 2023. This is a first-time request for the organization requesting funding for this event,
but the event has received past funding in 2017 - $15,000 and 2015 - $25,000. Funding has been
requested for promotion of the festival through social media and digital marketing, out-of-home
marketing, print and radio campaigns, and website updates. The organization projects an attendance of
45,000 total visitors, 7,150 overnight visitors, 3,250 room nights, and Tourist Tax Revenue of
$260,568. The expenditures requested meet the grant guidelines. Staff recommends funding for FY23
up to $25,000 for out-of-region advertising and promotion for the Everglades Seafood Festival.
Gulfshore Opera
This application funding request is for $15,000 to promote the 2022-2023 lineup of opera productions
and concerts in numerous venues throughout Collier County. The organization received funding in
2022- $15,000, 2020- $15,000, 2019 - $20,000. Funding has been requested for advertising assistance
to attract out-of-area attendees to its concert lineup via social media, website, print, radio and television
media campaigns. Funding is not eligible for advertising in neighboring markets such as Bonita
Springs and Lee County without associated hotel stay data for those attendees. The organization
projects an attendance of 3,200 total visitors, 900 overnight visitors, 4,500 room nights and Tourist Tax
Revenue of $35,837. Staff recommends funding for FY23 up to $10,000 for out-of-region promotion to
areas that could stay overnight for the 2022 - 2023 opera season productions and concerts.
Marco Island Historical Society
This application funding request is for $45,000 to promote the Clyde Butcher Exhibition: Cuba The
Natural Beauty, a Hispanic Art Festival event. The Historical Society has received grant funding in
2022 -$75,000, 2019- $75,000, and 2009 - $15,576. Funding has been requested for the promotion of
the exhibit in out-of-market advertising in print and broadcast, social media and media development,
design, and implementation. The organization projects an attendance of 32,000 annual visitors, 3,000
overnight visitors, 3,000 room nights, and $22,650 in Tourist Tax Revenue. The expenditures requested
meet the grant guidelines. Staff recommends funding for FY23 up to $45,000 to promote and advertise
this exhibition out of the region.
The Naples Players
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This application funding request is for $20,000 to promote the 2022 production of A Christmas Carol
the Musical, a regional premiere, in Nov- Dec 2022. The organization has received funding in 2009 -
$25,000. Funding has been requested for the creation and implementation of regional advertising in
print and radio. The organization projects an attendance of 42,000 annual visitors, 450 overnight
visitors, 250 room nights, and Tourist Tax Revenue of $1,991. The expenditures requested meet the
grant guidelines. Staff recommends funding for FY23 up to $20,000 for out-of-region advertising and
promotion for A Christmas Carol the Musical.
Non-County Owned/OperateMuseum (formerlyCategory 2)
Artis-Naples (1)
This application funding request is for $150,000 for exhibit acquisition and promotional expenditures
for an exhibition of Love Stories from the National Portrait Gallery of London at The Baker Museum
that will run from Feb - May 2023. The Baker Museum is only one of two locations for this exhibition
in the U.S. The organization has had past grants using Category C-2 funds in 2022 - $100,000, 2021 -
$50,000 2020-$250,000, 2019 - $200,000; 2018 - $175,000, 2017- $150,000, 2013 - $25,000, and 2009
-$20,000. Funding has been requested for exhibition costs and out-of-market advertising. The
organization projects an attendance of 89,000 annual visitors, 15,873 overnight visitors, 15,873 room
nights and Tourist Tax Revenue of $177,999 over the course of the exhibit. The expenditures requested
meet the grant guidelines. Staff recommends funding for FY23 of up to $100,000 for the exhibition
costs and out-of-region marketing.
Artis-Naples (2)
This application funding request is for $50,000 for the 2022 Naples International Film Festival (14th
Annual) that will run from October 27-30, 2022. The organization has received past grants in 2022-
$50,000, 2021 - $50,000, 2020 - 50,000, 2019 - $25,000, 2018 - $25,000, 2012 - $20,000 and 2011 -
$20,000. Funding has been requested for digital advertising, public relations and social media, video
support for pr, and digital out-of-market advertising for 2023 festival submissions. The organization
projects an attendance of 4,800 visitors, 1,088 overnight visitors, 2,177 room nights, and Tourist Tax
Revenue of $9,049 for the duration of the event. The expenditures requested meet the grant guidelines.
Staff recommends funding for FY 23 up to $50,000 for out-of-region marketing of NIFF.
Golisano Children's Museum of Naples (C’mon)
This application funding request is for $200,000 to acquire and promote traveling exhibits to the
museum in between October 2022 and September 2023. Exhibit options include, "Pigeon Comes to
Naples!" and "Namaste India from Hollywood to the Taj Mahal". C'mon has received grants in 2022 -
$100,000, 2021- $50,000, 2020- $326,000, 2019 - $206,400, 2018 - $150,000, 2017 - 111,176, 2015-
$100,000, 2012 - $100,000, 2011- $100,000, 2010 - $75,000, 2009 - $150,000 and 2007 - 125,000.
Funding has been requested for exhibition rentals and associated costs and for out -of-market
advertising. Funding is not eligible for the exhibition running Sep 2023-Jan 2024, and exhibition
storage and technicians. The organization projects an attendance of 115,000 annual guests, 16,185
overnight visitors, 9,918 room nights and Tourist Tax Revenue of $187,479. The expenditures
requested meet the grant guidelines. Staff recommends funding for FY23 up to $78,500 for their
exhibits and out-of-region marketing.
Gulfshore Playhouse
This application funding request is for $100,000 for the 2022-2023 season, with a theme of Love in
Many Colors. One of the productions, 26 Miles, is a part of the Hispanic Art Festival. This is a first-
time request for the organization. Funding has been requested for production expenses and for
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marketing, advertising, and digital target marketing. Funding is not eligible for production expenses.
The organization projects an attendance of 25,000 visitors, 5,865 overnight visitors, 29,325 room
nights, and Tourist Tax Revenue of $118,253 for the duration of the season. The marketing
expenditures requested meet the grant guidelines. Staff recommends funding for FY23 up to $20,000
for the out-of-region marketing.
Holocaust Museum
This application funding request is for $40,000 for an exhibition entitled "Two Regimes - Witnesses to
the Holodomor and the Holocaust" and overall out-of-market advertising for programs on “Lessons
Learned From the Holocaust.” The applicant has had past grants in 2022- $30,000, 2020 - $50,000,
2016 - $40,000, 2015 - 50,000, 2014 - $20,000, 2013 - $50,000, 2012- $30,000, 2011 - $32,500, and
2009 - $100,000. Funding has been requested for exhibit rental fees, out-of-market media and
promotional materials, and website updates. Funding is not eligible for receptions and events, speaker
fees, hotels and transportation costs, and educational materials. The organization projects an
attendance of 8,000 annual visitors, 2,597 overnight visitors, 5 hotel room nights, and $35,854 in
Tourist Tax Revenue. With the expenditures that meet the grant guidelines, staff recommends funding
for FY23 of up to $30,000 for the exhibition and out-of-region marketing.
Marco Island Center for the Arts
This application funding request is for $10,580 for the 2022-2023 season, with a theme Celebration of
Hispanic Art of Marco Island, a Hispanic Art Festival series of events from October 2022 - May 2023
that includes art exhibitions and Musical Interludes With a Latin Twist. This is a first-time request for
the organization. Funding has been requested for exhibition costs, and out -of-market advertising and
promotion costs. The organization projects an attendance of 18,000 visitors, 6,426 overnight visitors,
3,296 room nights, and Tourist Tax Revenue of $35,854 for the season. The requested marketing
expenditures meet the grant guidelines. Staff recommends funding for FY 23 up to $10,500 for the
exhibition and out-of-region marketing.
Naples Art Association
This application funding request is for $150,000 for a series of offerings including Miradas de Mujeres,
Isabelle de Borchgrave and the World of Frida Kahlo Exhibition in March of 2023, a Hispanic Art
Festival event. This applicant has had past grants in 2014 - $20,000, 2013 - $60,000, 2012 - $35,000,
2011 - $37,500, and 2009- $50,000. Funding has been requested for exhibition costs and out-of-market
advertising and promotion costs. Funding is not eligible for local workshops and conference expenses.
The organization projects an attendance of 70,500 annual visitors, 2,813 overnight visitors, 5,626 room
nights, and Tourist Tax Revenue of $44,797 for the season. The requested exhibit and marketing
expenditures meet the grant guidelines. Staff recommends funding for FY23 up to $100,000 for the
exhibition and out-of-region marketing.
Naples Art District
This application funding request is for $78,500 for marketing their 2022 -2023 season of activities,
some of which are a part of the Hispanic Art Festival. This nonprofit organization with a 501-c(3)
status is a first-time applicant that is “an institution… that care for and displays a collection of artifacts
and other objects of artistic importance” that is “available for public viewing through exhibits that
maybe permanent or temporary.” The organization is looking for funding for an exhibit and related
portion and marketing that will be showcased at an event to build their location and district as a tourism
destination for the county. To help build that location and district as a tourism draw and to measure the
results, funding has been requested for out of region marketing materials, campaigns, social media,
direct mail campaigns, and website updates for their season and to build ways to track their a udience.
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Funding is not eligible for art supplies, displays and signage in the district, and meeting or conference
expenses. The organization projects an attendance of 7,500 annual visitors, 20 overnight visitors, 3
room nights, and a Tourist Tax Revenue of $478 for the season. While the tourism numbers are low,
this is because the marketing pieces, hotel relationships, and tracking devices need to be developed and
put into place. The requested marketing expenditures meet the grant guidelines. Staff recommends
funding for FY23 up to $48,500 for the building of a seasonal out-of-region marketing plan.
Naples Botanical Garden (1)
This application funding request is for $100,000 for exhibit rental and promotional expenditures for the
popular holiday exhibit, "Johnsonville Nightlights in the Garden" which will run from Nov. 25, 2022 to
Jan. 1, 2023. The organization has received past grants for this exhibition in 2022 - $100,000, 2021 -
$100,000, 2020 - $100,000 and 2019 - $100,000. Funding has been requested for exhibit support and
out-of-market advertising. The organization projects an attendance of 50,000 exhibit visitors, 10,555
overnight visitors, 21,110 room nights and Tourist Tax Revenue of $198,270 for the duration of the
event. The expenditures requested meet the grant guidelines. Staff recommends funding for FY23 up
to $100,000 for the exhibition and out-of-region advertising.
Naples Botanical Garden (2)
This application funding request is for $100,000 for exhibit rental and promotional expenditures for an
exhibit entitled, “Mexico: A Celebration of Plants and Culture”, a Hispanic Art Festival event, which
will run from Oct. 1, 2022 - Sept. 2023. Exhibitions include La Calavera Catrina, A Dia de los
Muertos Festival, and Frida and Her Garden. The organization has received past grants in 2022-
$100,000, 2021 - $100,000, 2020- $50,000, 2019 - $50,000; 2018 - $150,000, 2017 - $150,000, 2016 -
$150,000, 2012 - $75,000, 2011 - $75,000, and 2010 - $150,000. Funding has been requested for
exhibit expenses and for out-of-market advertising. The organization projects an attendance of 250,000
annual visitors, 50,063 overnight visitors, 100,126 room nights and Tourist Tax Revenue of $958,739
for the duration of the event. The expenditures requested meet the grant guidelines. Staff recommends
funding for FY 23 of up to $100,000 for the exhibitions and out-of-region advertising.
Opera Naples (1)
This application funding request is for $40,000 for marketing their 2023 Festival Under the Stars (3rd
annual) at Cambier Park between the dates of March 20 - April 6, 2023. Performances will include
Bizet’s Carmen, South American Music, and Spanish Zarzuela Music and Dancing. The event is part of
the Hispanic Art Festival. This applicant is a first-time applicant. Funding has been requested for out of
region marketing and online campaigns and website enhancements. Funding is not eligible for
production expenses and artistic personnel and for rack brochures in the destination. The organization
projects an attendance of 4,500 festival visitors, 478 overnight visitors, 505 room nights, and a Tourist
Tax Revenue of $39,443. The marketing expenditures requested meet the grant guidelines. Staff
recommends funding for FY23 of up to $35,000 for Festival Under the Stars out-of-region marketing.
FISCAL IMPACT: Funding for the marketing grants in the amount of $100,000 and for the Non
County Museums of $672, 500 is included in the proposed FY23 Tourism Division's budget.
ADVISORY BOARD RECOMMENDATION: This item will be reviewed by the Tourist
Development Council on May 23, 2022.
LEGAL CONSIDERATION: The Grant Applications have been reviewed for form and legality and
compliance with Grant Guidelines. This item requires majority vote for approval. - CMG
RECOMMENDATION: To approve Tourist Development Tax Grant Applications for FY 2022-2023
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Marketing Grants (formerly Category B) ($100,000) and Non-County Owned/Operated Museums
(formerly Category C-2) ($672,500) and make a finding that these expenditures promote tourism.
Prepared By: Paul Beirnes, Tourism Director; John Melleky, Arts and Culture Manager
ATTACHMENT(S)
1. Category B Grant Guidelines FY 2022-2023 (DOCX)
2. Category C-2 Grant Guidelines FY 2022-2023 (DOCX)
3. Grant Recommendations Round 1 FY2022-2023 TDC mtg pdf (PDF)
4. Artis Naples B (2) (PDF)
5. Artis Naples C-2 (1) (PDF)
6. FL Stone Crabbers Assoc (PDF)
7. Golisano Children's Museum (PDF)
8. Gulfshore Opera (PDF)
9. Gulfshore Playhouse (PDF)
10. Holocaust Museum (PDF)
11. Marco Island Center for the Arts (PDF)
12. Marco Island Historical Society (PDF)
13. Naples Art Association (PDF)
14. Naples Art District (PDF)
15. Naples Botanical Garden B (1) (PDF)
16. Naples Botanical Garden C-2 (2) (PDF)
17. Opera Naples B (PDF)
18. Naples Players (PDF)
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COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.b
Doc ID: 22293
Item Summary: Recommendation to approve Tourist Development Tax Grant Applications for
FY 2022-2023 Marketing Grants (formerly Category B) ($100,000) and Non-County Owned/Operated
Museums (formerly Category C-2) ($672,500) and make a finding that these expenditures promote
tourism.
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/18/2022 9:51 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/18/2022 9:51 AM
Approved By:
Review:
Corporate Business Operations Jennifer Leslie Additional Reviewer Skipped 05/18/2022 9:48 AM
Tourism Jennifer Leslie Tourism Division Completed 05/18/2022 9:52 AM
Tourism Kelly Green Additional Reviewer Completed 05/18/2022 10:42 AM
Tourism Paul Beirnes Director Completed 05/18/2022 11:16 AM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/19/2022 8:39 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/19/2022 8:44 AM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
7.b
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CATEGORY “B” GRANT GUIDELINES – FY 2022-2023
ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
Category “B” Tourist Tax Grant funding is available for the following types of uses.
1. Advertising and promotional campaigns supporting events or marketing projects in media such as
broadcast, web and regional print and distribution and must be placed in media that runs outside Collier
County. Out of County distribution of promotional materials is encouraged to promote overnight visitor
stays in Collier County paid lodging.
2. Printing and distribution of promotional pieces, creative design, printing, copying, ad placement cost
and distribution of direct mail.
3. Web site development or enhancement to promote the event with links to the CVB website to increase
participation, attendance, and awareness of the event and to generate hotel room nights and spending
throughout the County.
4. Funding for an exhibit or activity and related promotion/marketing that will be showcased at
an event or location whose primary purpose is the promotion of tourism. For example, cultural
arts exhibit presented by local non-profit or non-County owned museum at a two-day festival
which festival (and exhibit) is promoted with out-of-County marketing to bring overnight
visitation to Collier County. The exhibit or activity will create new reasons to visit the festival
or extend a visitor’s stay in the destination.
NON-ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
1. Prize money, scholarships, awards, plaques, or certificates.
2. Staff or contest judges travel.
3. Projects restricted to private or exclusive participation.
4. Private entertainment, food, and beverages and lodging.
5. Legal, medical, engineering, accounting, auditing, or feasibility study expenses or fees.
6. Salaries or supplements to salaries for existing or future staff, or employment of personnel directly or
indirectly related to the project or event.
7. Tangible personal property including but not limited to office furnishings or equipment, permanent
collections, or individual pieces of art.
8. Interest or reduction of deficits and loans.
9. Expenses incurred or obligated prior to or after the project period.
10. Advertising and promotional materials distributed after the event.
11. Payments for services or goods purchased for previous or other events.
12. Capital or infrastructure projects.
13. Payment for expenses that occur or are delivered prior to or after the effective date of the agreement
with the grantee.
14. Advance deposits on any expenditure.
7.b.1
Packet Pg. 67 Attachment: Category B Grant Guidelines FY 2022-2023 (22293 : Tourist Development Tax Grant Applications)
MARKETING GRANT CATEGORIES/GUIDELINES
Priority for grant funding will be given to events held or marketing run during our destination’s shoulder
and slow season (May – November). Events must have the ability to attract overnight visitors to Collier
County.
I Major Events: Staged in the County that will attract large numbers of overnight visitors from outside the
County. Examples are multiple-day art, food and entertainment festivals.
II First Time Events: These include newly created events, or ones that have little histo ry. Subsequent
year funding will be determined by results of the first or subsequent year room night production resulting
from the event.
III Arts & Cultural Events: Two or more-day events that can bring significant number of out of area
visitors to Collier County using the same guidelines as events listed above.
IV Marketing Assistance: Organizations located in Collier County that request marketing assistance for
projects highlighting more than one tourism business that further the mission of the TDC and the CVB and
do not meet the guidelines for a Category C-2 Museum grant. Examples would be production of brochures,
maps, documentaries, special package promotions and facility marketing programs.
7.b.1
Packet Pg. 68 Attachment: Category B Grant Guidelines FY 2022-2023 (22293 : Tourist Development Tax Grant Applications)
CATEGORY “C-2” GRANT GUIDELINES – FY 2022-2023
ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
The following are examples of how Tourist Development Funds may be used by non-County owned and
operated museums to promote tourism to Collier County.
1. Advertising and promotional expenses in conjunction with an activity or event or promotion to
increase the number of overnight visitors to Collier County. Examples are: printing and distribution
of promotional pieces prior to the event or exhibit including creative design, printing, copying, ad
placement cost and distribution of direct mail, email and social media.
2. Creating or enhancing an existing site promoting the event or exhibit linked to the CVB’s website
to increase participation, attendance, and awareness of the event and
to generate hotel room nights and spending throughout the County.
3. Acquisition and/or promotional costs for a major traveling exhibit to create new reasons to visit the
museum or extend a visitor’s stays and spending in Collier County.
4. Funding for an exhibit or activity and related promotion/marketing that will be showcased at an
event or location whose primary purpose is the promotion of tourism. For example, cultural arts
exhibit presented by local non-profit or non-County owned museum at a two-day festival which
festival (and exhibit) is promoted with out-of-County marketing to bring overnight visitation to
Collier County. The exhibit or activity will create new reasons to visit the festival or extend a
visitor’s stay in the destination.
NON-ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
1. Prize money, scholarships, awards, plaques, or certificates.
2. Projects restricted to private or exclusive participation.
3. Private entertainment, food, and beverages and lodging.
4. Legal, medical, engineering, accounting, auditing, or feasibility study fees.
5. Salaries or supplements to salaries for existing or future staff, or employment of personnel directly or
indirectly related to the project or event.
6. Tangible personal property including but not limited to office furnishings or equipment, permanent
collections, or individual pieces of art.
7. Interest or reduction of deficits and loans.
8. Expenses incurred or obligated prior to or after the project period.
9. Advertising and promotional materials distributed at the museum after the event.
10. Payments for services or goods purchased for previous or other events.
11. Capital or infrastructure projects.
12. Payment for expenses that occur or are delivered prior to or after the effective date of the
agreement with the grantee.
7.b.2
Packet Pg. 69 Attachment: Category C-2 Grant Guidelines FY 2022-2023 (22293 : Tourist Development Tax Grant Applications)
TDT Grant Applicaitons Recommendations
FY 2022-2023
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
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A B C D E F G H I J K L M N O P Q R S
GRANT TYPE APPLICANT PURPOSE
HISPANIC
ART
FESTIVAL
AMOUNT
REQUESTED
AMOUNT
FUNDABLE
CYCLE 1
AMOUNT
RECOMMENDED
ANNUAL
VISITORS
VISITORS
ATTRACTED
HOTEL
ROOM
NIGHTS
TOURIST
TAX
REVENUE
DIRECT
SPENDING
ECONOMIC
IMPACT
EXPENSES
COVERED
EXPENSE
NOT COVERED
POSSIBLE
REQUEST
SECOND
CYCLE
MUSEUM GRANTS $850,000
Artis--Naples Love Stories from the National Portrait Gallery $150,000 $150,000 $100,000 89,000 15,873 15,873 $177,999 $3,374,998 $5,028,747
Exhibition fees,
Out of region
marketing
Artis Naples 2022 Naples International Film Festival $50,000 $50,000 $50,000 4,088 1,088 2,777 $9,049 $180,976 $269,654
Golisano Children's
Museum of Naples Travelling Exhibit Rentals $200,000 $200,000 $78,500 115,000 16,185 9,918 $187,479 $3,749,588 $5,586,885
Exhibition fees (2),
out of region
marketing
Exhibition that starts Sept
2023 - next cycle
Gulfshore Playhouse
Series: Love in Many Colors: The Magic of
Theater Bringing Us Closer Together x $100,000 $20,000 $20,000 25,000 5,865 29,325 $118,253 $2,242,161 $3,340,820
Out of region
marketing Production costs $80,000
Holocaust Museum
Lessons from the Holocaust for Today - Public
Tours and Programs
Exhibit Two Regimes $40,000 $33,000 $30,000 8,000 2,597 5 $35,854 $679,810 $1,012,917
Exhbition fees, out of
region marketing
Reception, speaker fees,
event fees, hotel and trans,
education materials
Marco Island Center for the
Arts Celebration of Hispanic Art Marco Island X $10,580 $10,580 $10,500 18,000 6,426 3,296 $26,249 $497,696 $741,567
Out of region
marketing $6,695
Naples Art Association Miradas de Mujeres Perspectives of Women X $150,000 $148,700 $100,000 70,500 2,813 5,626 $44,797 $849,375 $1,265,569
Exhibition costs, out
of region marketing
and advertising
local workshop expenses,
Conference expenses
Naples Art District
Yearly Programming and Promotion
X $78,500 $48,500 $48,500 7,500 20 3 $478 $9,060 $13,499
Out of region
marketing, website
updates, direct mail
campaign to
Sarasota
Art Displays in district,
meeting/conference
Naples Botanical Garden Mexico: A Celebration of Plants and Culture X $100,000 $100,000 $100,000 250,000 50,063 100,126 $958,739 $18,178,401 $27,085,817
Exhibiton expenses,
out of region
marketing
Naples Botanical Garden Johnsonville Night Lights in the Garden $100,000 $100,000 $100,000 50,000 10,555 21,110 $198,270 $3,759,335 $5,601,409
Exhibition expenses,
out of region
marketing
Opera Naples Frida and Uninspired Silence X $105,955 $0 $0 6,500 365 423 $19,950 $378,264 $563,613
Production, artistic personnel,
Production A/V $121,215
Opera Naples (1)Festival Under the Stars x $40,000 $35,000 $35,000 4,500 478 505 $39,443 $747,870 $1,114,326
out of region
marketing
Museum Grants Total 7 $1,125,035 $895,780 $672,500 $207,910
50% costs second cycle $103,955
Page 1 of 2
7.b.3
Packet Pg. 70 Attachment: Grant Recommendations Round 1 FY2022-2023 TDC mtg pdf (22293 : Tourist Development
TDT Grant Applicaitons Recommendations
FY 2022-2023
1
A B C D E F G H I J K L M N O P Q R S
GRANT TYPE APPLICANT PURPOSE
HISPANIC
ART
FESTIVAL
AMOUNT
REQUESTED
AMOUNT
FUNDABLE
CYCLE 1
AMOUNT
RECOMMENDED
ANNUAL
VISITORS
VISITORS
ATTRACTED
HOTEL
ROOM
NIGHTS
TOURIST
TAX
REVENUE
DIRECT
SPENDING
ECONOMIC
IMPACT
EXPENSES
COVERED
EXPENSE
NOT COVERED
POSSIBLE
REQUEST
SECOND
CYCLE
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40
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48
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50
MARKETING GRANTS $100,000
Florida Stone Crabbers
Association Everglades Seafood Festival (53rd Annual)$25,000 $25,000 $25,000 45,000 7,150 3,250 $260,578 $4,940,000 $7,300,000
out of region
marketing
Gulfshore Opera Seasonal Marketing for Collier County Events $15,000 $15,000 $10,000 3,200 900 4,500 $35,837 $679,500 $1,012,455
out of county
marketing
marketing for neighboring
regions w/o tracking collier
stays
Marco Island Historical
Society
Clyde Butcher Exhibition: Cuba The Natural
Beauty x $45,000 $45,000 $45,000 32,000 3,000 3,000 $22,650 $453,000 $674,970
out of region
marketing
The Naples Players A Christmas Carol $20,000 $20,000 $20,000 42,000 450 250 $1,991 $37,750 $56,248
out of region
marketing
Naples Pride Naples Pride Festival $10,000 $10,000 $0 7,500 100 200 $1,593 $30,200 $44,998
missed deadline along with an
incomplete and unsigned
application. Two attempts
were made to get information
and it was not turned in.
Marketing Grant Totals 1 $115,000 $115,000 $100,000 $0
TOTAL GRANTS 8 $1,240,035 $1,010,780 $772,500 $207,910
Page 2 of 2
7.b.3
Packet Pg. 71 Attachment: Grant Recommendations Round 1 FY2022-2023 TDC mtg pdf (22293 : Tourist Development
7.b.4
Packet Pg. 72 Attachment: Artis Naples B (2) (22293 : Tourist Development Tax Grant Applications)
7.b.4
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APPLICATION FOR GRANT FUNDING
GENERAL INSTRUCTIONS
1.Please submit your completed application in digital format (no zip files) via email to Charles
Kammerer, at Charles.Kammerer@colliercountyfl.gov or in printed format to the Tourism Office, 2660
N. Horseshoe Drive, Suite 105 Naples, FL 34104, attention: Charles Kammerer.
2.Complete each item of each applicable section. If a question does not apply to your organization,
please insert (N/A). Contact Charles Kammerer at (239) 252-8951 or
Charles.Kammerer@colliercountyfl.gov with any questions.
3.Be sure to have your Chief Official and Secretary or their designee sign the application on the last
page.
4.One copy of each of the following items is required and attached to original application:
( x)Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status
(except government entities)
( x)Authority to apply for these tourism tax funds.
( x)IRS Determination Letter of non-profit status
( x)Form 990 (except government entities)
( x)Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant period ( please see event description).
Name of Grant Preparer: (Please Print) ____________________________________
Signature of Grant Preparer ______________________________________ Date _____________
Kathleen Brock
4-3-22
7.b.6
Packet Pg. 85 Attachment: FL Stone Crabbers Assoc (22293 : Tourist Development Tax Grant Applications)
5
COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “B” MARKETING OR EVENT GRANTS FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1)LEGAL NAME OF ORGANIZATION: Florida Stone Crabbers Association, Inc.
(2) NAME OF PROJECT OR EVENT: Everglades Seafood Festival (53rd Annual)
(3)CONTACT PERSON’S NAME: Holly Dudley
CELL PHONE #(239) 537-9922
E-MAIL ADDRESS: seafoodfestboard@gmail.com
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET: 22855 SR 29
CITY: Jerome ST: Florida ZIP: 34141
PHONE: (239) 537-9922 FAX: __________________________
WEBSITE: www.evergladesseafoodfestival.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Holly Dudley
TITLE: Director
ADDRESS IF DIFFERENT FROM ABOVE___________________________________________
PHONE: __________________________ FAX: ___________________________
E-MAIL: _________________________________
(6)ORGANIZATIONAL STRUCTURE:
(X)NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED:$25,000
(8)PROJECT TYPE (Check all that apply)
(X ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
(X)MARKETING PROGRAM (Advertising, Public Relations, Digital or Social Media)
( X)OTHER (Describe) OOH (billboard on US41 S in Lee County & NB 41 in Dade)
7.b.6
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(9) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? (X ) YES ( ) NO
(10). PROJECT DESCRIPTION: describe in detail the project for which funding is requested:
Everglades Seafood Festival (Festival) has taken place every year for 53 years, except the pandemic
year in 2020. This annual festival is a Major Event that attracts anywhere between 45000 to 75000
festivalgoers over a 3-day period. The festival was operated by a new organizer in 2021, the Florida
Stone Crabbers Association, who made some fantastic upgrades to the 3-day event. The 2022 event,
held on Feb 11-13 drew an estimated 45000-65000 festivalgoers (despite terrible weather on Feb 13!
Numbers are based on CCSO traffic counts which stated that between 2.7 and 4.4 persons per car
attended, and from aerial drone footage). New event features in 2022 included the sale of only
vetted Gulf caught seafood, great musical talent including Ryan Bingham (of Yellowstone Fame),
Ryan Ira Dean, Hank Williams IV, Wes Shipp, Whey Jennings, Champ Jaxon, and numerous other
well-known local talents, unique artist booths, jewelry, shirts, foods & sauces, and plenty of fishing
and outdoor gear.
This annual festival is free for attendees and draws from four key out of market counties in
addition to Collier residents: Lee County, Hendry County, Dade County, Broward County, Palm
Beach County. The organizers purchase insurance for the festival by first securing a permit with
Everglades City (which has been initiated in 2022 for 2023) and by purchasing event insurance prior
to event days. In accordance with the permit issued by Everglades City, Event insurance must
be in place by December 16, 2022 for the 2023 festival. The City of Everglades City is added
to the policy as a named insured and Collier County can be added to this policy as well. That
policy will be obtained prior to the Festival on February 17-19. which will take place on
February 17, 18, 19, 2023. This date will improve visitation to the event as it will not fall on the
Superbowl weekend and Monday is President’s Day, a national holiday. We anticipate attendance
to exceed 75000 for the 3-day period and for Sunday being one of the most heavily attended days
due to the national holiday on Monday.
OOM Marketing for the event will focus on 4 key counties; Lee, Hendry, Dade, and Broward.
OOH marketing would be in the form of billboards and/or bus benches on heavily traveled roads
leading into Collier County. Existing relationships with Renda Broadcasting will be leveraged with
the OOM flight to facilitate comp spots within the Collier market. Social media and display
marketing will target 25-55 men and women with HHI >$100,000. This is a strong demographic for
past festivals.
New activities at the 2023 festival will include a visitor survey to determine a more accurate
demographic profile of the festivalgoers that can be utilized to maximize opportunities in future
festivals. Volunteers from the area will survey festivalgoers to determine their length of stay, where
they are staying, where they are from, their opinion about the festival, how they found out about the
festival and their level of satisfaction with the event. Any additional questions desired by the CVB
would be included in the survey and survey results will be shared with the CVB.
Digital marketing will include digital display and social media marketing focused on the 4 key
counties with some ads targeting all of Florida.
Within Everglades City, all available rooms and RV Parks are booked almost a year in advance for
the annual festival with others seeking room in either Marco Island, Naples, Immokalee (hotels, RV
7.b.6
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parks & Air BnB’s). On the festival website, a lodging page will include links to cooperating hotels
in Collier County to facilitate bookings in those properties.
(11). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? ( ) YES (X ) NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded, and the number of
visitors and hotel room nights generated by the grant activity.
YEAR ___________ PROJECT/EVENT NAME __________________________________________
PREVIOUS GRANT AMOUNT $ _______________________
# VISITORS ATTRACTED: ___________# HOTEL ROOM NIGHTS GENERATED__________
Please add additional year grant details below using the format above.
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will assist the tourism staff to
evaluate your prior experience.
(12). OTHER FUNDING SOURCES: List the sources and amounts of confirmed other funds and
planned revenue sources to support the amount of the grant. Tourist Tax grant funds cannot be the sole
source of funding (Numbers are based on 2022 Festival)
Sponsorships: $157,300
Beer, Wine, Beverage Sales $ 142,000
Tent / Vendor Space Rentals $ 97,000
____________________________ $
TOTAL OTHER FUNDS: $ 396,000
(13) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors: 7,150 Hotel Room Nights: 3,250
Tourist Tax Revenue $260,578 Direct Visitor Spending $ $ 4,940,000.00
Economic Impact: $ 7.3 million
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $25,000
TOTAL ADDITIONAL FUNDING SOURCES (From #12 previous page) $396,300
7.b.6
Packet Pg. 88 Attachment: FL Stone Crabbers Assoc (22293 : Tourist Development Tax Grant Applications)
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OTHER INCOME SOURCES (donations) $15,000
TOTAL INCOME - ALL SOURCES $436,300
PROJECT EXPENSES:
Intended Uses of Tourist Tax Grant Funds:
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion. Use additional sheets if necessary.
Social Media & Digital Marketing $15,500
OOH Marketing $4,500
Print & Radio $4500
Website edits $500
Total Tourist Tax Grant Expenses Planned: $25000
Other Project Expenses not using Tourist tax grant funds:
2022 In Market Advertising, 2023 will be similar:
US41 Radio $500
WAVV 101 Radio $1000
Happenings Magazine $1250
Marco Islander Magazine $995
Renda Broadcasting $3800
Total Other Project Expenses: $240,872
TOTAL PROJECT EXPENSES $248,417 (attached 2022 Festival expense detail)
Profit (Loss) $187,883 (Gross)
7.b.6
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Packet Pg. 91 Attachment: Golisano Children's Museum (22293 : Tourist Development Tax Grant Applications)
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Packet Pg. 99 Attachment: Golisano Children's Museum (22293 : Tourist Development Tax Grant Applications)
III Arts & Cultural Events: Two or more-day events that can bring significant number of out of area
visitors to Collier County using the same guidelines as events listed above.
IV Marketing Assistance: Organizations located in Collier County that request marketing assistance for
projects highlighting more than one tourism business that further the mission of the TDC and the CVB and
do not meet the guidelines for a Category C-2 Museum grant. Examples would be production of brochures,
maps, documentaries, special package promotions and facility marketing programs.
APPLICATION FOR GRANT FUNDING
GENERAL INSTRUCTIONS
1. Please submit your completed application in digital format (no zip files) via email to Charles
Kammerer, at Charles.Kammerer@colliercountyfl.gov or in printed format to the Tourism Office, 2660
N. Horseshoe Drive, Suite 105 Naples, FL 34104, attention: Charles Kammerer.
2. Complete each item of each applicable section. If a question does not apply to your organization,
please insert (N/A). Contact Charles Kammerer at (239) 252-8951 or
Charles.Kammerer@colliercountyfl.gov with any questions.
3. Be sure to have your Chief Official and Secretary or their designee sign the application on the last
page.
4. One copy of each of the following items is required and attached to original application:
(X ) Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
(X) Authority to apply for these tourism tax funds.
(X ) IRS Determination Letter of non-profit status
(X ) Form 990 (except government entities)
(X ) Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant period.
Name of Grant Preparer: (Please Print) Denise Whitley_________________________________
Signature of Grant Preparer ______________________________________ Date _____________
4/27/2022
7.b.8
Packet Pg. 100 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “B” MARKETING OR EVENT GRANTS FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION Gulfshore Opera_________
(2) NAME OF PROJECT OR EVENT Gulfshore Productions and Concerts in Collier County 2022-23
(3) CONTACT PERSON’S NAME: Steffanie Pearce______________________________________
PHONE #: 239-529-3925 CELL PHONE # 239-784-2994_______________________
E-MAIL ADDRESS: steffanie@gulfshoreopera.org_____________________________
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET 9911 Corkscrew Road Suite 105
CITY Estero ST_FL__ ZIP 33928
PHONE: 239-529-3925 FAX: __________________________
WEBSITE: https://www.gulfshoreopeera.org____________________
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Steffanie Pearce________________________
TITLE: General and Artistic Director
ADDRESS IF DIFFERENT FROM ABOVE___________________________________________
PHONE: (239) 592-3925 FAX: ___________________________
E-MAIL: Steffanie@gulfshoreopera.org
(6) ORGANIZATIONAL STRUCTURE:
(X) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $15,0000
(8) PROJECT TYPE (Check all that apply)
(X) PROMOTIONAL MATERIALS (Brochures, flyers, website)
(X) MARKETING PROGRAM (Advertising, Public Relations, Digital or social media)
( ) OTHER (Describe)____________________________________________________
(9) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with less
funding? (X) YES ( ) NO
7.b.8
Packet Pg. 101 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
(10). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Gulfshore Opera is a professional regional opera company offering full-scale opera productions,
social engagement events and community concerts each year. To elevate the artistic landscape of
Collier County, nationally recognized artists are contracted through top New York Artists
management firms. Gulfshore Opera brings world class artists to Collier County, elevating the local
arts culture which increases the desirability of Collier as a destination for tourism for both domestic
and international travelers. Delivering a wide range of repertoire, Gulfshore Opera’s concert
programs are quite diverse and have broad audience appeal.
Gulfshore Opera is currently in the process of finalizing the schedule for the 2022/2023 Season and
has already locked in several venues and dates. The list, including those in process of finalizing
includes the following events.
LIST OF EVENTS FOR COLLIER COUNTY:
Community concert & dinner | Naples October 2022
GO Divas and Dinner, Opera at Fresco, Club at the Strand | November 2022
Holiday Taste of Opera, Club at the Strand | December 2021
Opera to Broadway Concert, Marco Island, January 2023
Opera Concert at Daniels Pavilion, Artist Naples, January 2023
Taste of Opera at Hideaway Beach Club, Marco Island | January 31, 2023
Opera Concert, Innovation Hotel, Naples | February 2023
Chamber Opera Production, Naples February 2023
Style and Song Luncheon, TBA, Naples | March 2023
Gulfshore Opera Gala, Vanderbilt Pres Church/Club at the Strand | March 12, 2023
Grand Opera Production at Artis-Naples, Naples | April 2023
7.b.8
Packet Pg. 102 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
Performance Indicator
2022/2023 Objectives
Measurement Tool
Out-of-town attendance
To demonstrate more than 30% of
attendees from outside Collier County
Track ticket sales information
by city and zip code using
excel sheet reports.
Brochure/rack rate distribution
Will print and distribute 1000 rack cards
and brochures to 10 hotels in Collier
County.
Manuel count of rack cards at
designated hotels once a
month during season.
Website traffic, click through
rate, and eNews open rate
Increase website visits and eblast clicks by
10%
Google Analytics, Jetpack
analytics, constant contact
Visitor satisfaction levels
Send post- event surveys to 3 events in
Collier County via email, to identify
strengths and weaknesses of venue and
production.
Recording and analysis
provided for Customer
Satisfaction/event surveys
through Survey Monkey.
# of hotel packages sold
Will sell one hotel package with one
performance – total of 3 packages confirmed bookings
Social media engagement
Increase number of likes and followers on
Facebook, Instagram and Linked In by
10%.
likes, comments,
shares/overall impressions
Social media engagement
Post Instagram and Facebook ads and
boost 4 event posts for performances in
Collier County during season.
Number of ads and boosts
and engagements
# of dinner packages sold Total of 200 packages sold Confirmed packages sold
Target Lee and Charlotte County
attendees through print
Print Season Announcement in 2
magazines and 2 newspapers outside of
Collier County. Utilize outlets with
coverage in adjoining counties. 10 paid ads
for Collier Events in outside papers.
Number of ads placed
Target Lee and Charlotte County
attendees through radio, digital
and TV media channels.
WGCU: 15 - 30 second spot radio ads –
30, WINK and Fox tv ad spots, device ID
targeting spots through Florida Weekly,
newspaper and magazine digital
advertising.
Reports analysis from various
media sources, survey
comments
Direct Mail 2,500 print mailings to nearby counties and
out of state patrons
Number of pieces mailed
7.b.8
Packet Pg. 103 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
7
(11). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? (X) YES ( ) NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded, and the number of
visitors and hotel room nights generated by the grant activity.
YEAR 2022/2023_ PROJECT/EVENT NAME Gulfshore Opera Collier County Event Marketing
PREVIOUS GRANT AMOUNT $15,000 – current grant cycle active
# VISITORS ATTRACTED: 3,200 # HOTEL ROOM NIGHTS GENERATED 10
Please add additional year grant details below using the format above.
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will assist the tourism staff to
evaluate your prior experience.
(12). OTHER FUNDING SOURCES: List the sources and amounts of confirmed other funds and
planned revenue sources to support the amount of the grant. Tourist Tax grant funds cannot be the sole
source of funding.
Event Revenue $ 385,000________________
Contributions $ 228,000________________
Grants (not tourist) $ 52,000_________________
Other ______________ $
TOTAL OTHER FUNDS: $ 665,000________________
(13) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors ______900__ Hotel Room Nights _______10_____
Tourist Tax Revenue $ 35,837.23 Direct Visitor Spending $ 679,500
Economic Impact: $ 1,012,455
Calculation Method: Gulfshore Opera anticipates 3,200 total visitors at its Collier County events in
2022/2023. Of these, 900 are projected to stay overnight. The calculation on the Excel Sheet assumes
there are often two tickets purchased at one time, and it is probable that there will be 2 adults per hotel
room. The total number of hotel rooms is expected to be 450.
7.b.8
Packet Pg. 104 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
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PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $ 15,000______
TOTAL ADDITIONAL FUNDING SOURCES (From #12 previous page) $ 665,000_____
OTHER INCOME SOURCES $ ___________
TOTAL INCOME - ALL SOURCES $ 680,000_____
PROJECT EXPENSES:
Intended Uses of Tourist Tax Grant Funds:
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion. Use additional sheets if necessary.
Printed Items $1200
Website Improvements & Updates $1,000
Print Media $4,000
Social media boosts, ads, ecards $ 1,300
Radio/TV $3,500
Digital marketing $4,000
Total Tourist Tax Grant Expenses Planned: $15,000
Other Project Expenses not using Tourist tax grant funds:
Marketing Coordinator $15,000
Design services $11,000
Website and social media services $7,000
Printed Items $11,000
Print Media $13,000
Website updates $4,700
Social media boosts, ads $3,500
Radio and television $3,500
7.b.8
Packet Pg. 105 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
9
Mailing expenses $2,740
Digital marketing $3,000
Other marketing expenses $3,420
TOTAL OTHER MARKETING $77,860
TOTAL TDC GRANT $15,000
Total Other Project Expenses: $92,860
TOTAL PROJECT EXPENSES $92,860
Profit (Loss) $_0.00_________________________
CERTIFICATION and AUTHORIZATION LETTER ATTACHED
Please attach a copy of the Corporate Minutes or proof of authority authorizing this application for Tourist
Tax Grant funds for the purposes stated in this application
I have reviewed this Application for Grant Funds from Collier County for FY 2022-23. I am in full
agreement with the information contained herein and have the authority to request this funding on
behalf of the organization. To the best of my knowledge, the information contained in this
Application and its attachments is accurate and complete.
7.b.8
Packet Pg. 106 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
7.b.8
Packet Pg. 107 Attachment: Gulfshore Opera (22293 : Tourist Development Tax Grant Applications)
X
X
X
NOTE: Collier County would be added to the Gulfshore Playhouse insurance policy prior to
executing a grant contract.
7.b.9
Packet Pg. 108 Attachment: Gulfshore Playhouse (22293 : Tourist Development Tax Grant Applications)
COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION Gulfshore Playhouse, Inc.
(2) NAME OF PROJECT Love in Many Colors: The Magic of Theatre Bringing Us Closer Together
(3) MUSEUM INFORMATION:
CONTACT PERSON’S NAME: Alejandro Castano
PHONE #: (239) 261-PLAY CELL PHONE # (513) 417-5526
E-MAIL ADDRESS: acastano@gulfshoreplayhouse.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET: 2640 Golden Gate Parkway, Suite 211
CITY Naples ST FL ZIP 34105
PHONE: (239) 261-PLAY
WEBSITE:www.gulfshoreplayhouse.org/
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Kristen Coury
TITLE: CEO & Producing Artistic Director
ADDRESS IF DIFFERENT FROM ABOVE
PHONE: (239) 261-PLAY
E-MAIL: kcoury@gulfshoreplayhouse.org
(6) ORGANIZATIONAL STRUCTURE:
(X) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $ 100,000
(8) ADDITIONAL FUNDING AMOUNT: $ 4,583,027
4
7.b.9
Packet Pg. 109 Attachment: Gulfshore Playhouse (22293 : Tourist Development Tax Grant Applications)
(9)PROJECT TYPE (Check all that apply)
( X ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
( X ) MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
( ) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
( X ) OTHER (Describe) Original Production of live theatre performances with cultural and
historical significance, which communicate intangible heritage of humanity and its environment
for the purposes of education, study and enjoyment.
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? ( X ) YES ( ) NO
(11).PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Gulfshore Playhouse seeks $100,000 in funding for the original production of live theatre and events in
support of Collier County’s Hispanic Arts Festival and Gulfshore Playhouse’s 2022-2023 season theme,
Love in Many Colors,where the magic of theatre brings us closer together. Six original productions and a
New Works Festival will attract nearly 25,000 arts lovers throughout the season based on modest
estimates. While the theatre industry continues to recover from COVID-19, the potential for ticket sales in
the upcoming season is over 32,000.
Gulfshore Playhouse, an independent 501(c)(3) organization, has been an artistic beacon in Southwest
Florida since 2004, providing world-class professional theatre and education to its community. Its
foundation stands upon a six-show professional main stage season that runs from October to May. This
theatrical lighthouse provides a safe haven for residents and visitors to explore humanity through a
diverse season. Featuring exceptional talent from across the nation, including actors, designers, and
directors, Gulfshore Playhouse creates heightened theatrical experiences that inspire empathetic
connections, provoke introspection, and catalyze personal transformation. The programming at Gulfshore
Playhouse runs the gamut of genre, style, and theme so patrons can experience all that live professional
theatre has to offer; this includes classic works, world premieres and contemporary pieces, musicals,
comedies, and everything in between.
Gulfshore Playhouse is the most recent addition to The League of Resident Theatres (LORT). This
venerable association represents the top tier of the nation’s professional theatres. With only four in
Florida, and 77 nationwide, Gulfshore Playhouse is putting Naples on the map for people who come from
major markets such as Chicago, Minneapolis, and the Northeast. Expanding Naples’ cultural profile will
attract new visitors and enhance their stay by offering them experiences on par with those they might
expect to see in a larger city.
The 2022-2023 season kicks off in September with The New Works Festival. New plays that have yet to
receive full productions, selected by the Playhouse through a submission process, will be workshopped
and publicly read by professional actors.
5
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Packet Pg. 110 Attachment: Gulfshore Playhouse (22293 : Tourist Development Tax Grant Applications)
In celebration of Hispanic Heritage Month and Collier County’s
Hispanic Arts Festival, the first full production of the season will
be “26 Miles” a play by Pulitzer Prize winner and Tony-nominated
playwright Quiara Alegria Hudes. Hudes, who is of Jewish and
Puerto Rican descent, wrote the book for the hit Broadway musical
“In The Heights” with music and lyrics by Lin-Manuel Miranda.
“26 Miles” was called “charming, spunky and ultimately
heart-rending” by The New York Times. When Beatriz arrived
from Cuba as a young girl, she never dreamed she’d have a
daughter of her own, only to have that child taken away from her in
an ugly divorce. Olivia, now 15-years-old, likes to live in a world
of dreams, but finds herself in a predicament that forces her to
confront reality. She can’t turn to her apathetic father for help, so she turns to her mother who spirits her
away on an impromptu cross-country road trip. As they journey from Philadelphia to Wyoming, Olivia
and Beatriz will begin to make up for a lost time as they reconnect, confront the tension at the heart of
their relationship, and discover the part of their identity that has been missing all along. In an interview
with American Theatre magazine, Hudes states she was inspired by her own experiences growing up in a
half-Jewish, half-Puerto Rican family. She said, “...I was interested in having a character with a mixed
cultural background who was dealing with questions of identity. I have very light skin, and the rest of my
family has dark skin. I remember distinctly a few times when I was a kid when one of my elder family
members would be treated less respectfully than I would be. That left a stamp on my brain. That's where
26 Miles really started out--I thought it was going to be an issue play, but it became about a
mother-and-daughter relationship.” “26 Miles” will run for 20
performances from October 13 to October 30.
Great plays attract visitors from all walks of life and “Steel
Magnolias” by Robert Harling is a classic. It has been produced
around the country since its debut in 1987. Since then, it has
toured nationally, been on Broadway, and even made into an
Oscar-nominated film. Anybody who’s anybody is a regular at
Truvy’s beauty salon in Chinquapin, Louisiana where you are
guaranteed to be pampered with gossip. Both hilarious and deeply
moving, the inner strength of the play’s six leading ladies are
revealed through wise-cracking, witty repartee. Over the course of
three years, they forge loving bonds as strong as steel, which are
put to the test when tragedy strikes. Witness the play that inspired
the Oscar-nominated film and captured the hearts of millions for
over 30 years. Gulfshore Playhouse will produce a fresh version
of the play from November 10 to December 4 for 27
performances.
“Mud Row” by Dominique Morisseau is the type of play that sets
Gulfshore Playhouse apart. Deep and complex, the play explores
issues of class, race, love, and sisterhood.. Morisseau was on the
list of Top 20 Most-Produced Playwrights in America, with 10
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productions of her plays on stage nationwide at one time. "Tense, heartbreaking, and ultimately inspiring,
Mud Row pulses with the love Morisseau feels for her characters and the real-life people who inspire
them." – Talkin' Broadway. Regine must decide the fate of a house she never wanted, the same house
where Toshi’s been squatting for three months. Elsie is willing to do anything to move up in the world,
while her sister Frances is willing to risk her life to change it. Beneath the roof of one house, generations
apart, these women must confront their shared legacies, and each other, in this riveting, humorous, and
hopeful story about the love between sisters from one of America’s most vital voices. Playing from
January 7 to January 29, this play will attract passionate theatre-goers looking to balance their laid-back
vacation with intellectual stimulus.
If there is a Prime Time in Naples theatre, it is on the calendar
between February and March. Here the beloved musical Lerner
and Loewe’s Camelot will delight Naples’ visitors and locals
alike with incredible entertainment value. Gulfshore Playhouse
will produce this classic Broadway musical by hiring the best
talent from across the country. An enchanting, romantic musical
with one of the greatest love stories of all time will be brought to
life by an eight-person ensemble to create an unforgettable
(k)night at the theatre. There will be 36 performances between
February 9 and March 12, 2023.
Keeping with the theme of Love In Many Colors. Gulfshore
Playhouse will produce “Barefoot in the Park” by Neil Simon –
a romantic comedy, perfect for the coming spring. This play
premiered on Broadway in 1963 and was Neil Simon’s
longest-running hit. “One of the funniest comedies ever.” – Life.
The free-spirited Corie and the buttoned-up Paul put the “new”
in “newlywed” as they quickly realize the honeymoon really is
over when everything that can go wrong does. In this hilarious
comedy, their love is put to the test as their NYC walk-up
apartment presents a slew of problems, Corie’s eccentric mother
unexpectedly turns up, and their brash upstairs neighbor
descends upon their home. Opposites attract, but are Corie and
Paul willing to make compromises for the sake of their marriage? One of the longest-running plays in
Broadway history turned into an iconic film starring Jane Fonda and Robert Redford, Barefoot in the Park
has the perfect recipe for laughter. From March 23 to April 16, over 4,000 guests will have the chance to
relive their youth through the eyes of Corie and Paul.
The season will close with a smart, hilarious, and heart-warming new play about love, loss, and coming to
terms with growing old. In a Florida gated community, Angus and Abigail are two strangers who don’t
think their lives will hold any more surprises - that is until they fall into each other’s lives (and arms) at a
funeral. Along with their neighbor, a former professional baseball player, this unlikely trio of retirees
embarks on a hilarious and uplifting journey of old demons, new discoveries, unexpected love, and
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second chances. This surprising, sharp-witted, charming play will leave you laughing all while warming
the cockles of your heart.
With live theatrical performances, Gulfshore Playhouse offers a
complement to the great amenities that Naples offers. Great
theatre reaches the souls and minds of the audience and puts
them in touch with their humanity. According to the Council’s
Strategic Plan 2019 survey, “…a vibrant arts and culture industry
helps local businesses thrive.” While increasing the cultural
value and lure of the region, this theatre provides additional
opportunities to engage and delight visitors well after the sun has
set and the beaches have closed. Culture and nightlife are some
of the primary attractions to the top cities in the country. In the
latest rankings of Best Places to Live in the US, US News ranked
Naples #7 for our quality of life. This high ranking certainly raises awareness and curiosity as people look
for places to visit as well. But a key question in the comparative article makes the difference between #7
and #1 – what is there to do in Naples?
Partnering with organizations like the Naples Botanical Garden, and Artis – Naples, Gulfshore Playhouse
plans to use the help from the TDC to increase the visibility of our world-class offerings in the arts. With
most of this grant request going to ensure the high quality of our productions, our organization is
investing significantly in increasing the reach and effectiveness of our advertising efforts. During the
current season, Gulfshore Playhouse has expanded and optimized marketing efforts to set up the
organization for success in the future:
●GulfshorePlayhouse.org has been completely overhauled with a new look and functionality. It now
receives over 9,000 unique visitors per month and growing.
●Advertising and communication efforts grew from reaching 30k to over 100k people per month
while reducing reach costs by 95%. We do so by employing a mix of digital and print media: Search
engine advertisements, travel, and leisure magazines, and smartly targeted digital ads in social
media and digital banners.
●Our email database of patrons and donors is over 18k people, of which 30% list their primary home
outside of the SWFL region.
The mission of the TDC is to promote distinctive world-class vacation experiences resulting in positive
economic growth for our county. Gulfshore Playhouse shares that mission. As the creative economy in
southwest Florida grows, we know there are more people coming to live and work in the region, more
people becoming “professional tourists” meaning people who live elsewhere but in addition to traditional
tourists and seasonal residents. There is a focus on what Naples has to offer beyond beaches and golf due
to the possibility of inclement weather. Not only is Gulfshore Playhouse contributing to Collier County’s
cultural offerings, live theatre is also a direct contributor to the local economy. The data shows us that
people who go to see live theatre tend to spend more and stay longer. Additionally, national averages
show that people who go to a live performance spend $50-$75 per person on auxiliary services in outside
establishments such as shopping and dining before or after the show. Few other enterprises can make a
case for creating such an economic impact. By the most conservative estimates, we will be directly
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responsible for over $1.25m being spent in the county by our patrons throughout the season. We hope you
agree that funding Gulfshore Playhouse is a direct way to realize your own mission, that we are working
towards the same goal, and that we are your cultural partners.
(12).APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? ( ) YES ( X ) NO.
N/A
(13).OTHER FUNDING SOURCES (From # 9 previous page):List the sources and amounts of other
funds and planned revenue sources to support the amount of the grant.
Playbill Income $45,000
Contributed Income $3,272,696
Ticket Sales $1,165,331
TOTAL MATCH/OTHER FUNDS:$4,483,027
(14) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors ______5,865_____ Room Nights __5 nights/visitor or 29,325 total
Tourist Tax Revenue $__$ 118,252.89 __________Visitor Spending $2,242,161.25
Economic Impact: $ _3,340,820.26
(15) What is the current or anticipated annual visitation to your museum?25,000
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $100,000
TOTAL ADDITIONAL FUNDING SOURCES (From #13 previous page)$4,483,027
OTHER INCOME SOURCES $ ___________
TOTAL INCOME - ALL SOURCES $4,583,027
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PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds.Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion.Use additional sheets if necessary.
Production Expenses:$80,000
Detail: Design and production, equipment, lights, sound,
costumes, and performance rights.
Marketing and Advertising $20,000
Detail: Ad development, design, digital targeting.
Total Tourist Tax Funds Used:$100,000
Other Project Expenses NOT using Tourist tax grant funds:
Production expenses balance:$939,152
Marketing balance $248,000
Overhead $895,875
Personnel and Personnel Related Expenses $2,500,000
Total Other Project Expenses:$4,483,027
TOTAL PROJECT EXPENSES $$4,583,027
Profit (Loss)$(0)
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Packet Pg. 149 Attachment: Naples Art District (22293 : Tourist Development Tax Grant Applications)
COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION __The Naples Art District Inc.
_______________________________________________
(2) NAME OF PROJECT ____Naples Art District 2022-23 Season Calendar and County Art Festival
Collaborations ____________________________________________________
(3) MUSEUM INFORMATION:
CONTACT PERSON’S NAME: ___Paula Brody, President________________________________
PHONE #: 239-249-1977____________________CELL PHONE #_239-272-7110
______________________
E-MAIL ADDRESS: ____naplesartdistrict@gmail.com_. paulabrody@me.com
__________________________________________________
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET__c/o 5450B Shirley Street____________________________________
CITY_Naples_________________ ST__Florida____ZIP___34109_______
PHONE: _239-249-1977__________________ FAX: __________________________
WEBSITE:__www.naplesartdistrict.com____________________________________________________
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Paula Brody
_________________________________
TITLE: ___President_______________________
(6) ORGANIZATIONAL STRUCTURE:
( x) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $_$78,500
(8) ADDITIONAL FUNDING AMOUNT: $_78,500
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(9) PROJECT TYPE (Check all that apply)
(X ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
( x) MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
( ) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
( x) OTHER (Describe)_Art Supplies
___________________________________________________
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? ( x) YES ( ) NO
(11). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Naples Art District 2022-23 Season Calendar
(County Cultural Art Collaborations highlighted in Red)
September 28-October 5—NAD Collaboration with Naples Botanical
Garden with Visiting Artist, Richardo Soltero, Creator of Las Calavera
Catrinas
OctoBeerfest NAD Season Opener—Original Art & Original Brews in Our
Studios. A ticketed event to enjoy Fine Arts with Fine Craft Beers!
(In process for October 21-22, 2022—may be 2023-24 Season Opener)
November 2 & 3-Two-day NAD Art Alive Open Art Studio Tour —The
opportunity to visit 100 local artists in their working studio settings. Live art
demonstrations.
November 5 & 6- NAD Collaboration with Naples Botanical Garden for
Dia de Los Muertos Weekend Celebration
November 20-NAD Art Alive Open Art Studio Tour —The opportunity to visit
100 local artists in their working studio settings. Live art demonstrations
focusing on classes taught in the Naples Art District.
December 7 & 8- Two-day NAD Art Alive Open Art Studio Tour —The
opportunity to visit 100 local artists in their working studio settings. Live art
demonstrations.
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December 17- Feliz Navidad NAD Art Alive Open Art Studio Tour with a
focus on Mexican Christmas traditions of Las Posadas with poinsettias
outside our studios and possibly traditional Mexican Christmas food
tastings. Artist Creation of original Pinatas on Display. Plus the
opportunity to visit 100 local artists in their working studio settings with live
art demonstrations.
January 4 & 5-Two-day NAD Art Alive Open Art Studio Tour —The
opportunity to visit 100 local artists in their working studio settings. Live art
demonstrations.
January 21-February 5-Two-week Mexicana Fiesta Honoring Frida Kahlo in
the Naples Art District- Large colorful murals created by our artists display
with life-size “Fridas” decorated by our NAD artists outside our studio
settings.
January 21-Art Alive/Mexicana Frida Fiesta Open Art Studio Tour —The
opportunity to visit 100 local artists in their working studio settings. Live art
demonstrations focusing on art created in the style of Frida Kahlo.
(Possible collaboration with Mexican food vendors /food trucks)
January 28- NAD Collaboration with Naples Botanical Garden for Plein Air
Art Festival. NAD artists creating original art in the gardens celebrating the
opening of Frida Kahlo Casa Azul Exhibition
February 1 & 2-Two-day NAD Art Alive Open Art Studio Tour —The
opportunity to visit 100 local artists in their working studio settings. Live art
demonstrations focusing on art created in the style of Frida Kahlo. (Possible
tastings of Mexican Food & Beers)
February 18- NAD Art Alive Open Art Studio Tour —The opportunity to visit
100 local artists in their working studio settings. Live art demonstrations
focusing on classes taught in the Naples Art District.
February 22-25- Four-day Special Event. Artful Arrangements - Original
Artwork Interpreted in Floral Designs —Visit many working artist studios to
view creative floral interpretations of original art building on the very
successful special event premier in 2022.
March 1 & 2- Two-day NAD Art Alive Open Art Studio Tour —The opportunity
to visit 100 local artists in their working studio settings. Live art demonstrations.
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March 18- NAD Art Alive Open Art Studio Tour —The opportunity to visit 100
local artists in their working studio settings. Live art demonstrations focusing on
classes taught in the Naples Art District.
March 23-25- Art & Design EXPO- Three Day Event in the Naples Art
District. A unique collaboration between our Artists, Interior Designer &
Design Showrooms in our Business Neighborhood.
(Plans in discussion to add Food Trucks and music/entertainment)
April 5 & 6- Two-day NAD Art Alive Open Art Studio Tour —The opportunity
to visit 100 local artists in their working studio settings. Live art demonstrations.
April 12-The Arty Party: For The Love of Art. Fundraiser to support
ARTS ENRICH. the Naples Art District Partnership with the Collier Public
School Art Department. (Tentative Date—Location TBC)
April 15- NAD Art Alive Open Art Studio Tour —Family Focused with Special
Children’s Programming. Special display of Original Artwork created by
high school students in ARTS ENRICH, the Naples Art District Partnership
with the Collier Public School Art Department. Plus—the opportunity to visit
100 local artists in their working studio settings. Live art demonstrations
focusing on classes taught in the Naples Art District.
April 29-May 7-Naples Art District Creativity Camp in Paradise!
Ten art-filled days to enhance your inner artist! A wide array of art class
opportunities with our teaching artists in their studio settings. Enjoy two, three
four or five day workshops in painting, photography, jewelry-making, glass or
fiber arts, and ceramics. Plus, evening art demonstrations & presentations with
master artists. Weekend & afternoon cooking classes & dining with master
chefs. Free time for participants to enjoy the white sand beaches, shopping,
fabulous restaurants, recreational opportunities and other arts & cultural venues
on our Paradise Coast. (Other arts organization collaborations in discussion).
May. 3 & 4- Fine Arts, Fine Wine & Fine Food: Two-day Culinary Festival in
collaboration with the NAD Art Alive Open Art Studio Tour —The opportunity
to meet local chefs and visit 100 local artists in their working studio settings.
Live art demonstrations in conjunction with the Naples Art District Creativity
Camp. (In discussion with the Think Pineapple Foundation/Possible focus on
Cinco De Mayo)
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Description of NAD 4 County Cultural Festival Collaboration Components:
1) Collaboration with the Naples Botanical Garden on Richardo Soltero
Artist-in-Residency and Dia de Los Muertos Celebrations
The Naples Botanical Garden is partnering with the Naples Art District (NAD) to
bring Mexican artist Richardo Soltero to Naples for the opening of their La
Calavera Catrinas exhibition as an Artist-in Residence, September 25-October
5, 2022 to highlight Dia de Los Muertos artistic traditions and beginning of the
Collier Cultural Festival. Our artists have also been asked to collaborate on
Garden programming during the November 5-6 Dia de Los Muertos weekend at
the Garden.
As the NAD has a new ARTS ENRICH pilot partnership with the Art Department
within the Collier County Schools to work with talented AP high school art
students, Richardo Soltero and our member artists will work together with these
selected AP high school students to create an Ofrenda altar for the celebration
of Dia de Los Muertos in their families and communities. Richardo Soltero will
also work with our member artists and these high school students to create
large, colorful murals, inspired by Frida Kahlo, and live-size Frida sculptures to
be displayed in the Naples Art District during our January 21-February 5 Two
Week Mexicana Frida Fiesta.
2) Feliz Navidad-Art Alive Holiday Event -December 17, 2022
Feliz Navidad NAD Art Alive Open Art Studio Tour with a focus on Mexican
Christmas traditions of Las Posadas with poinsettias outside our studios and
possibly traditional Mexican Christmas food tastings. Artist Creation of original
Pinatas on Display. Plus the opportunity to visit 100 local artists in their working
studio settings with live art demonstrations.
5) Collaboration with the Naples Botanical Garden on the Casa Azul Exhibit
Our NAD member artists are confirmed to paint en plein air at the Botanical
Garden on Saturday, January 28 just after the opening of the Casa Azul
exhibition. Whereas the Naples Botanical Garden is emphasizing the plantings
and cultural aspects of Frida’s Garden, the Naples Art District, with our 95
working artists, will focus on Frida Kahlo’s artistry and contributions to the art
world. Our NAD artists will use Frida Kahlo as inspiration for creating original
artwork, whether painting in her vivid color palette, creating Frida-style
portraiture, or being inspired by the textures, shapes and colors of the plantings
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in the Garden surroundings Casa Azul. We envision several of our artists
working on large mural-style paintings which will be displayed in the Naples Art
District during our January 21-February 5, 2023 Two Week Mexicana Frida
Fiesta in the Naples Art District.
Building upon our partnership with the Collier County Public Schools, we would
also work with the artistically -talented AP high school students selected to pair
with our artists to further educate them on Frida Kahlo’s artistic style and
engage them with our artists in the creation of the public art honoring Frida
Kahlo to be displayed during Mexican Frida Fiesta in our neighborhood.
4) The Naples Art District Mexicana Frida Fiesta-January 21-February 5,
2023
We envision many exciting opportunities to celebrate Frida Kahlo!s contributions
to the art world and Latin cultural heritage with a “Frida Fiesta” in the Naples Art
District. A colorful public art display in the neighborhood and studios of the
Naples Art District will create broader community awareness of Kahlo’s
significant contributions to the art world as a Mexican artist.
Discussions are currently underway with our leadership to partner with Rafael
Feliciano, CEO of The Main Course and the Think Pineapple Foundation to add
ethnic food, music and entertainment to the “Frida Fiesta” to bring both more
tourism and wider local participation into the Naples Art District for this
celebratory event.
We would hope that the artwork and murals we create celebrating Frida!s artistry
could be displayed at another county cultural arts venues to highlight the Collier
Cultural Festival, perhaps at the county government offices or at Naples Opera
during their March 2023 production of the Frida Opera.
We would wish to work in partnership with the CVB and other community
partners to promote the “Frida Fiesta” widely in and well beyond Collier County.
We will work with our website company to create awareness of our County
Cultural Festival collaboration events on our website,
wwwnaplesartdistrict.com , on our social media and in all print collateral
marketing materials with recognition and linkages to www.paradisecoast.com
and community partners.
We feel strongly that these art-infused collaborations will be of special interest to
the broader community and especially, art aficionados in and beyond Collier
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County. Significant advertising of the “Frida Fiesta” would need to be
purchased to encourage visitors from inside and outside of Collier. We would
also hope to encourage participation from Collier residents of Mexican and Latin
heritage, who will find these programmatic initiatives especially meaningful.
(12). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? ( ) YES ( x) NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded and the number of
visitors and hotel room nights generated by the grant activity.
YEAR ___________ PROJECT NAME __________________________________________
PREVIOUS GRANT AMOUNT $ _______________________
# VISITORS ATTRACTED: ___________# ROOM NIGHTS GENERATED__________
Please continue to add below any previous year grant details using the format above
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will enable the TDC staff to
evaluate your prior experience.
(13). OTHER FUNDING SOURCES (From # 9 previous page): List the sources and amounts of other
funds and planned revenue sources to support the amount of the grant.
Art Supplies NAD Budget for ARTS ENRICH $6,000
(Arty Party Fundraiser)
NAD 2022-23 Seasonal Catalogue $36,000
(Artist & Business Supporter Advertisements)
NAD-Multi-Fold Calendar Brochure $16,875
(NAD Events Budget – Membership funded)
In-Kind Artist and Operations Manager Administration of Seasonal Events $19,625
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TOTAL MATCH/OTHER FUNDS: $ 78,500
(14) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors ____20_______ Room Nights _____3________
Tourist Tax Revenue $____477.83________ Visitor Spending $___13,499.40 _____________________
Economic Impact: $ ____ See attached spreadsheet
In addition to hotel nights, significant revenue is generated by sales of original artwork
contributing to the Collier County tax base.
(15) What is the current or anticipated annual visitation to your museum?
Current 5,000/anticipated 7,500+
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $78,500
TOTAL ADDITIONAL FUNDING SOURCES (From #13 previous page) $78,500
OTHER INCOME SOURCES—
TOTAL INCOME - ALL SOURCES $ 157,000
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PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion. Use additional sheets if necessary.
Design of all promotional materials, website,
social media advertising, brochures, event signage $4,000
Printing of special event materials & event signage $20,000
“Creativity Camp” Event & Classes Brochure/Signage $10,000
Ad Placements & Digital Media Outside of Collier County $25,000
Webpage Design for Special Events/Landing Pages. $5,000
Website/Social Media Boost Outside Collier County $5,000
Facebook/Instagram Ads Outside of County $3,000.
Purchase of Mailing List of Arts Lovers/Sarasota $1,500
Direct Mail $3,500
Print Distribution Service $1,500
Total Tourist Tax Funds Used: $78,500
Other Project Expenses not using Tourist tax grant funds:
Richardo Soltero Residency Lodging- 7 Nights $2500
Art Supplies/ Soltero, High School Students/Artists $7,500
Overall Web Design & Updates $12,500
Seasonal Catalogue & 4-Fold Printing $25,000
Seasonal Catalogue & 4-Fold Design $5,000
Social Media/Facebook/Instagram $11,000
Administration/ Professional Services $15,000
Total Other Project Expenses: $78,500
TOTAL PROJECT EXPENSES $157,000
Profit (Loss)—$0
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APPLICATION FOR GRANT FUNDING
GENERAL INSTRUCTIONS
1. Please submit your completed application in digital format (no zip files) via email to Charles
Kammerer, at Charles.Kammerer@colliercountyfl.gov or in printed format to the Tourism Office, 2660
N. Horseshoe Drive, Suite 105 Naples, FL 34104, attention: Charles Kammerer.
2. Complete each item of each applicable section. If a question does not apply to your organization,
please insert (N/A). Contact Charles Kammerer at (239) 252-8951 or
Charles.Kammerer@colliercountyfl.gov with any questions.
3. Be sure to have your Chief Official and Secretary or their designee sign the application on the last
page.
4. One copy of each of the following items is required and attached to original application:
( x ) Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
( x ) Authority to apply for these tourism tax funds.
( x ) IRS Determination Letter of non-profit status
( x ) Form 990 (except government entities)
( x ) Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant period.
Name of Grant Preparer: (Please Print) Trisha Griffin, tgriffin@naplesgarden.org
Signature of Grant Preparer ______________________________________ Date 3/31/2022
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COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “B” MARKETING OR EVENT GRANTS FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION Naples Botanical Garden, Inc.
(2) NAME OF PROJECT OR EVENT Johnsonville Night Lights in the Garden
(3) CONTACT PERSON’S NAME: Andrea Nickrent
PHONE #: 239.315.7298 CELL PHONE #: 314.795.1814
E-MAIL ADDRESS: anickrent@naplesgarden.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET 4820 Bayshore Drive
CITY Naples ST FL ZIP 34112
PHONE: 239.643.7275 FAX: 239.649.7306
WEBSITE: www.naplesgarden.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Donna McGinnis
TITLE: President & CEO
ADDRESS IF DIFFERENT FROM ABOVE n/a
PHONE: 239.325.1938 FAX: 239.649.7306
E-MAIL: dmcginnis@naplesgarden.org
(6) ORGANIZATIONAL STRUCTURE:
( x ) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $ 100,000
(8) PROJECT TYPE (Check all that apply)
( ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
( x ) MARKETING PROGRAM (Advertising, Public Relations, Digital or Social Media)
( x ) OTHER (Describe) Event production fees
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(9) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with less
funding? ( x ) YES ( ) NO
(10). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Naples Botanical Garden (the Garden) seeks $100,000 in funding for our professionally produced
annual lighting exhibition, Johnsonville Night Lights in the Garden. The event will run continuously
for 35 nights from November 25, 2022 – January 1, 2023 (excluding Christmas Eve/Day and New
Year’s Eve) throughout the majority of our 80 acres of display gardens. For the 14th consecutive
season, we will deliver this illuminating experience to celebrate winter in the tropics, featuring
spectacularly lit displays that highlight our world-class botanical collection. This production aligns
with VISIT FLORIDA’s mission and purpose to enrich the quality of life in our communities and to
brighten the lives of all.
Founded in 1993, the Garden is an independent 501(c)(3) organization operating a beautiful 170-acre
site that showcases conservation practices and includes natural habitats for wildlife. Accommodating
250,000 visitors annually, with 45% from out of state, the Garden is staffed by 165 employees and
supported by 176 active volunteers. In recognition of its accomplishments, the Garden has received
many awards, including the 2017 Award for Garden Excellence (American Public Gardens
Association) and the 2018 Award for Museum Excellence (Florida Association of Museums). The
Garden is consistently ranked in the top five things to do in Naples by Tripadvisor and is ranked in
the top ten best botanical gardens by USA Today.
The Garden is dedicated to its mission to Conserve & Discover by developing and conserving
collections and habitats representative of the flora and cultures of the tropics. And to Engage & Inspire
everyone to care for the plants around them and become stewards of the environment. In 2017, the
Garden was ravaged by Hurricane Irma. The Garden rebuilt with renewed emphasis on climate
resilience, natural water management, conservation, and determination to make the Garden a Garden
for All – where barriers of income and language do not prevent the public from enjoying and learning
at the Garden. In 2020, as a result of the COVID-19 pandemic, the Garden transitioned its focus to
programming that presents inspiring experiences, engaging exhibits, and cultural opportunities
through virtual programs and self-guided activities. The Garden is a place where plants and people
thrive together. A beloved family destination during the holiday season, Johnsonville Night Lights is
in keeping with the Garden’s mission to engage and inspire everyone, as the production allows our
visitors the opportunity to gain a deeper understanding of the plants showcased at the Garden.
Johnsonville Night Lights features plants aglow with brilliant color, as the Garden is converted into a
family-friendly tropical winter wonderland as it becomes a magical place to celebrate the holidays and
cooler evenings. The festive event highlights our living collections in a way that makes the plants the
focus. Every color choice throughout the Garden during Johnsonville Night Lights is intentional. Upon
entering the Garden there is a breathtaking palette of sunset colors that mimic the transition from day
to night in our corner of the world. In the Scott Florida Garden, for instance, there are concentrations
of yellow and purple, a nod to our native flowers such as tickseed, the state wildflower; Florida
paintbrush; beautyberry; partridge pea; Stokes’ aster; verbena; St. John’s wort; salvia; and goldenrod.
Even the touches of blue hint of nearby waters. Following the Garden’s pathways along the fringes of
Lake Tupke, there are Caribbean colors that reflect the fruits of the tropics. The Garden transforms
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with colorful lights in a way that inspires people to engage with plants so that they can rediscover the
natural beauty of flora from the tropics and subtropics.
An annual tradition for many families in the local community, as well as our guests from near and far,
the Garden sparkles with thousands of lights disbursed throughout. With two live local musical
performers every evening, visitors can hum along as they stroll through the Garden, marveling at the
beauty of our illuminated plants, trees, and individual garden features. As a special bonus this year,
sculptures by Ricardo Soltero from our Mexican-themed exhibit, La Calavera Catrina, will become a
lighted feature in the Scott Florida Garden. Sea Change, the immersive STICKWORK willow sculpture
located in the Kapnick Caribbean Garden by environmental artist Patrick Dougherty, will once again
make for an especially unique display when it is lit as part of the Johnsonville Night Lights experience.
Guests will be able to interact with these larger-than-life creations in the evening, experiencing the
sculptures in a whole new light.
At Johnsonville Night Lights, visitors enjoy an evening experience in the Garden like no other. Not
only are there thousands of lights, but also photo opportunities, live musical performances, and
delicious light-fare options. Visitors can soak up the spirit of the season with family, friends, and loved
ones as they sample specialty menu items from the café and sip on a signature cocktail only available
during Johnsonville Night Lights. The celebratory atmosphere of this exclusive event, the only one of
its kind in Collier County, provides something for everyone.
This event has become a “must-do” in Naples during the holidays, attracting an audience who might
not otherwise visit the Garden and drawing tourists from all over the world. Last year alone, 48% of
the guests who attended Johnsonville Night Lights were from out of Collier County, making it an event
that aligns with VISIT FLORIDA’s marketing strategies and the Tourist Development Council’s
efforts to continue to support and lead the Florida tourism industry in recovering from the pandemic.
Johnsonville Night Lights has grown in popularity since inception in 2009 with just 801 visitors! The
number of tickets sold for Johnsonville Night Lights in 2021-2022 was 50,630 (10,263 more than in
2020-2021) and officially sold out at capacity by December 22nd, generating $1,232,883 in revenue
during the event period. Ticket prices will remain accessible as they stay the same starting at $15 for
members and $30 for non-members, with special pricing for children starting at $7 for members and
$14 for non-members, and children under three admitted free.
The Garden will implement a robust marketing plan to publicize Johnsonville Night Lights. In support
of Goal 2 and Goal 4 of the Tourist Development Council’s strategic plan, we will promote to residents
as well as regional, national, and international visitors. This event will be heavily marketed with
advertisements that will kick-off in the Garden’s magazine, Cultivate, in October. The majority of our
advertising budget is dedicated to aggressive digital media promotion inclusive of social media
marketing, digital retargeting, search engine optimization, and banner ads that will reach prospective
guests from inside and outside of Collier County. We engage the national marketing communication
consulting firm, Standing Partnership, to manage this robust campaign, making it easier to reach
residents and tourists in other areas. These efforts will further the county’s goal to increase awareness
and success of exhibitions and events by attracting overnight visitation. See below in addition to the
attached marketing and promotional plan outlining the details.
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1. Our digital campaign for Johnsonville Night Lights alone last year generated 3,000,000
impressions; the click through rate on Google Ads was 21.8%, compared to the 4.68% average for
the travel/hospitality industry.
2. The Garden’s website, naplesgarden.org, reached 577,280 unique visitors last year during the
timeframe of the Johnsonville Night Lights promotion.
3. More than 79,000 households receive our monthly email newsletter.
4. Social media has proven to be successful by reaching 32,000 followers on Facebook; 21,000
followers on our Instagram page; and 7,000 followers on our Twitter feed.
In addition to electronic surveys, programs such as ACME Ticketing Software and TruTrade® mobile
phone data tracking platforms, allows us to gain insight to admission numbers, zip codes, and target
groups.
Accessibility is addressed through our Garden for All free membership program to those who qualify,
and our Community Appreciation program for essential workers and their families, stemmed from the
pandemic. The location of the Garden in East Naples offers opportunities for those with transportation
barriers, as the Collier Area Transit’s route provides access with a stop within steps of our entrance.
The Garden also provides self-guided Garden map components, online virtual presentations, as well
as interpretation and select signage, audio tours, and family programming translations in Spanish (with
Haitian Creole scheduled to be added by the end of 2022), that further enhances the visitor experience
and delivers an inclusive atmosphere to our diverse community.
The proposed Johnsonville Night Lights 35-night evening event supports the Collier County Arts &
Culture Strategic Plan to promote Collier County as an arts and culture destination. Similarly, it
supports the Tourist Development Council’s mission and vision to promote distinctive world class
vacation experiences resulting in positive economic growth, and to be a desirable year-round tourist
destination. According to the Council’s Strategic Plan 2019 survey, “…a vibrant arts and culture
industry helps local businesses thrive.” Grant funding for Johnsonville Night Lights in the Garden
from the Collier County Tourist Development Council will enable the Garden to continue to offer this
unique outdoor experience to thousands of families who continue to make this event a holiday
tradition. Its success also affords vital funding to support our mission areas of conservation, education,
and horticulture.
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Johnsonville Night Lights in the Garden
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(11). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? ( x ) YES ( ) NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded, and the number of
visitors and hotel room nights generated by the grant activity.
• YEAR 2021 PROJECT/EVENT NAME STICKWORK
PREVIOUS GRANT AMOUNT $ 100,000
** Final report not yet submitted
• YEAR 2021 PROJECT/EVENT NAME Johnsonville Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 50,630 # HOTEL ROOM NIGHTS GENERATED 21,110
• YEAR 2020 (COVID-19) PROJECT NAME Steve Tobin: Nature Underground
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 161,536 (+ 40,367 during Night Lights)
# HOTEL ROOM NIGHTS GENERATED 233,535
• YEAR 2020 (COVID-19) PROJECT NAME Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 40,367 # ROOM NIGHTS GENERATED 19,376
• YEAR 2019 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 52,925 # ROOM NIGHTS GENERATED 17,995
• YEAR 2018 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 37,540 # ROOM NIGHTS GENERATED 11,262
• YEAR 2017 PROJECT NAME Dinosaurs in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 125,459 # ROOM NIGHTS GENERATED 31,365
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will assist the tourism staff to
evaluate your prior experience.
(12). OTHER FUNDING SOURCES: List the sources and amounts of confirmed other funds and
planned revenue sources to support the amount of the grant. Tourist Tax grant funds cannot be the sole
source of funding.
Admissions $ 1,100,000
In-kind $ 80,000
Memberships $ 112,000
Sponsorships $ 55,000
TOTAL OTHER FUNDS: $ 1,347,000
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(13) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors 10,555 Hotel Room Nights 21,110
Tourist Tax Revenue $ 198,270 Direct Visitor Spending $ 3,759,335
Economic Impact: $ 5,601,409
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $ 100,000
TOTAL ADDITIONAL FUNDING SOURCES (From #12 previous page) $ 1,347,000
OTHER INCOME SOURCES $ ____0___
TOTAL INCOME - ALL SOURCES $ 1,447,000
PROJECT EXPENSES:
Intended Uses of Tourist Tax Grant Funds:
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion. Use additional sheets if necessary.
Event Production $ 80,000
Marketing $ 20,000
Total Tourist Tax Grant Expenses Planned: $ 100,000
Other Project Expenses not using Tourist tax grant funds:
Collateral / Interpretation / Signage $ 10,200
Entertainment $ 57,500
Equipment $ 10,000
Event Production Balance $ 115,000
Living Displays $ 15,000
Marketing Balance $ 8,500
Staffing $ 262,473
Supplies $ 10,000
Total Other Project Expenses: $ 488,673
TOTAL PROJECT EXPENSES $ 588,673
Profit (Loss) $ 858,327
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CERTIFICATION
Please attach a copy of the Corporate Minutes or proof of authority authorizing this application for Tourist
Tax Grant funds for the purposes stated in this application
I have reviewed this Application for Grant Funds from Collier County for FY 2022-23. I am in full
agreement with the information contained herein and have the authority to request this funding on
behalf of the organization. To the best of my knowledge, the information contained in this
Application and its attachments is accurate and complete.
Chief Officer (or designee):
_____________________________
Signature
Donna McGinnis, President & CEO
Printed Name and Title
March 31, 2022
Date
______________________
Organization Secretary (or designee)
_____________________________
Signature
Andrea Nickrent, V.P., Development and Marketing
Printed Name and Title
March 31, 2022
Date
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APPLICATION FOR GRANT FUNDING
GENERAL INSTRUCTIONS
1.Please submit your completed application in digital format (no zip files) via email to Charles
Kammerer, at Charles.Kammerer@colliercountyfl.gov or in printed format to the Tourism Office,
2660 N. Horseshoe Drive, Suite 105 Naples, FL 34104, attention: Charles Kammerer.
2.Complete each item of each applicable section. If a question does not apply to your organization,
insert (N/A). Please contact Charles Kammerer at (239) 252-8951 or
Charles.Kammerer@colliercountyfl.gov with any questions.
3.Be sure to have your Chief Official, Secretary or their designee sign the application on the last
page.
4.One copy of each of the following items is required and attached in a separate .pdf document to
the email containing the application form. If any item does not apply, insert (N/A).
( x ) Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
( x ) Form 990 (except government entities)
( x ) Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant funding period.
Name of Grant Preparer: (Please Print) Trisha Griffin, tgriffin@naplesgarden.org
Signature of Grant Preparer ______________________________________ Date 3/31/2022
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Packet Pg. 169 Attachment: Naples Botanical Garden C-2 (2) (22293 : Tourist Development Tax Grant Applications)
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COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION Naples Botanical Garden, Inc.
(2) NAME OF PROJECT Mexico: A Celebration of Plants & Culture
(3) MUSEUM INFORMATION:
CONTACT PERSON’S NAME: Andrea Nickrent
PHONE #: 239.315.7298 CELL PHONE #: 314.795.1814
E-MAIL ADDRESS: anickrent@naplesgarden.org
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET 4820 Bayshore Drive
CITY Naples ST FL ZIP 34112
PHONE: 239.643.7275 FAX: 239.649.7306
WEBSITE: www.naplesgarden.org
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Donna McGinnis
TITLE: President & CEO
ADDRESS IF DIFFERENT FROM ABOVE n/a
PHONE: 239.325.1938 FAX: 239.649.7306
E-MAIL: dmcginnis@naplesgarden.org
(6) ORGANIZATIONAL STRUCTURE:
( x ) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $ 100,000
(8) ADDITIONAL FUNDING AMOUNT: $ 4,085,000
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(9) PROJECT TYPE (Check all that apply)
( ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
( x ) MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
( x ) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
( ) OTHER (Describe)____________________________________________________
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? ( x ) YES ( ) NO
(11). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Naples Botanical Garden (the Garden) seeks $100,000 in funding for exhibits and events in support of
Collier County’s Hispanic Arts Festival and the Garden’s 2022-2023 annual theme — Mexico: A
Celebration of Plants & Culture. The primary Hispanic and Latin cultural activities at the Garden will kick-
off on October 1, 2022, during Hispanic Heritage Month, with the outdoor sculptural exhibition La
Calavera Catrina; followed by a Día de los Muertos (Day of the Dead) celebration in November;
culminating with the installation, Frida and Her Garden, a re-creation of Frida Kahlo’s home, La Casa
Azul; along with monumental outdoor animal sculptures. Included with admission, the theme celebrates the
rich and diverse Hispanic and Latin culture and heritage that exists across Collier County through cultural
offerings that will be incorporated into existing programming and self-guided audio tours. The timeframe
for the displays and activities being spread throughout the entire year, in addition to the Garden continuing
to enjoy record attendance, aligns with Goal 2 of the Tourist Development Council’s strategic plan to
promote cultural experiences, giving special attention to shoulder season and summer months.
Founded in 1993, the Garden is an independent 501(c)(3) organization operating a beautiful 170-acre site
that showcases conservation practices and includes natural habitats for wildlife. Accommodating 250,000
visitors annually, with 45% from out of state, the Garden is staffed by 165 employees and supported by 176
active volunteers. In recognition of its accomplishments, the Garden has received many awards, including
the 2017 Award for Garden Excellence (American Public Gardens Association) and the 2018 Award for
Museum Excellence (Florida Association of Museums). The Garden is consistently listed in the top five
things to do in Naples by Tripadvisor and is ranked in the top ten best botanical gardens by USA Today.
The Garden is dedicated to its mission to Conserve & Discover by developing and conserving collections
and habitats representative of the flora and cultures of the tropics. And to Engage & Inspire everyone to
care for the plants around them and become stewards of the environment. In 2017, the Garden was ravaged
by Hurricane Irma. The Garden rebuilt with renewed emphasis on climate resilience, natural water
management, conservation, and determination to make the Garden a Garden for All – where barriers of
income and language do not prevent the public from enjoying and learning at the Garden. In 2020, as a
result of the COVID-19 pandemic, the Garden transitioned its focus to programming that presents inspiring
experiences, engaging exhibits, and cultural opportunities through virtual programs and self-guided
activities. The Garden is a place where plants and people thrive together. The theme, Mexico: A Celebration
of Plants & Culture, is in keeping with the Garden’s mission to engage and inspire everyone, as it will
allow visitors to gain a deeper understanding of the plants displayed at the Garden. The specially curated
collections and exhibitions will highlight the plants and cultures of Mexico and engage our guests through
inspirational works of art and educational experiences for all ages.
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La Calavera Catrina will be the first exhibit to kick-off our 2022-2023 Mexico theme. This traveling
exhibition, on loan from Denver Botanic Gardens, features eight large -scale, fiberglass skeleton figures,
each approximately 8 feet tall and 4 feet wide, created by Los Angeles-based Mexican artist Ricardo
Soltero. One of the most recognizable icons of Día de los Muertos is La Catrina, a figure born out of
Mexican social satire traditions and Mexican icons that is still depicted today in celebration of the holiday,
serving as the inspiration for the La Calavera Catrina exhibition. Each colorful statue highlights different
aspects of Mexican culture and Día de los Muertos celebrations. The exhibit will be presented throughout
the Florida Garden along with a presentation of horticultural installations, interpretive signage, and related
displays. A companion exhibit to La Calavera Catrina features four oversized papier-mâché monarch
butterfly sculptures. Monarch butterflies play a role in Día de los Muertos because they are believed to hold
the spirits of the departed. In Mexican culture, butterflies represent change and transformation. They are
also well-known for their annual migration, which occurs in the fall around the time of Día de los Muertos,
symbolizing the return of the souls of the dead. These larger-than-life wall-hangings will be displayed in
the Garden’s own Fogg Café. Visitors will have the opportunity to experience the rich history and
iconography of both presentations from October 1, 2022 – January 29, 2023.
A Día de los Muertos Festival will be a new two-day celebration weekend event at the Garden. This holiday
is celebrated mostly in Mexico and some parts of Central and South America. Recently it has become
increasingly popular among Latino communities in the United States. This event honors departed loved
ones and is a time in which the living commune with the dead. It is a happy, colorful celebration focused
on the family. As such, the Garden will offer family-friendly activities and demonstrations, hands-on
activities, and specially themed music and food. Additionally, we plan to offer extended hours for one night
of the event to allow for sunset viewing of the La Calavera Catrina exhibit in the Florida Garden. The
festival will be held at the Garden November 5-6, 2022.
Frida and Her Garden is an exhibit purchased from San Antonio Botanical Garden. This exhibition
celebrates Frida Kahlo (1907-1954), a prolific artist known for her colorful self-portraits and paintings
inspired by the natural world and her home country of Mexico. This display will transport Garden visitors
to Kahlo’s garden at her home in Coyoacán, Mexico City. A façade of La Casa Azul (or Blue House –
Kahlo’s iconic home and studio) is the centerpiece of the exhibit, showcasing her creative refuge, complete
with display pyramid and toad pond. A re-creation of Kahlo’s desk and easel from her art studio will also
be on display. Throughout the Garden the uniquely Mexican plants featured in Kahlo’s paintings and in her
garden, as well as artifacts that inspired Kahlo’s work, will also be exhibited. Six monumental animal
sculptures depicting those that were part of Kahlo’s life, as well as Mexican culture painted in various folk-
art motifs, will be presented in the main garden. Visitors will experience new daily tour themes, new self-
guided audio tours, new interpretive signage highlighting the annual theme and plants from Kahlo’s life,
and new Dig Deeper adult drop-in programming. Group tours with lunch packages will be offered, and
other specialty programming and demonstrations, as well as themed cocktails and culinary highlights from
the Fogg Café. In partnership with Museo Frida Kahlo, the Garden will be the only institution in the state
of Florida to host this exhibition. It will be accessible to all Garden visitors, located between the Brazil and
Caribbean gardens from January 14, 2023 – September 10, 2023.
This theme of Mexico presents the opportunity to explore Hispanic and Latin plants and cultures. Our 2022-
2023 season will kick-off in October with programming, exhibitions, tours, and publications that will
examine this subject matter by celebrating the link between its plants and cultural heritage, as well as the
biodiversity of Mexico. Rotating exhibits and events will contribute to driving overnight visitation by
providing a sense of urgency and excitement generating an intent to visit.
The Garden will implement a robust marketing plan to publicize Mexico themed events and exhibitions. In
support of Goal 2 and Goal 4 of the Tourist Development Council’s strategic plan, we will promote to
residents as well as regional, national, and international visitors. The Hispanic and Latin exhibits and events
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will be heavily marketed and promoted with a campaign that will kick-off to our members in the May 2022
issue of the Garden’s magazine, Cultivate, and the public promotion will kick-off in August 2022 in advance
of Hispanic Heritage Month. Aggressive marketing will consist of print, digital, television, email, and onsite
promotion that will reach potential guests from inside and outside of Collier County throughout the year.
Additionally, the Garden has agreed to promote on social media other organizations who are participating
in Collier County’s Hispanic Arts Festival.
A large portion of our advertising budget is dedicated to an extensive digital media campaign inclusive of
social media marketing, digital retargeting, search engine optimization, and banner ads. We engage the
national marketing communication consulting firm Standing Partnership to manage this robust campaign,
making it easier to reach residents and tourists in other areas. These efforts will further the county’s goal to
increase awareness and success of the exhibits and events by attracting overnight visitation among locals,
domestic, and international visitors. See below in addition to the attached marketing and promotional plan
outlining the details.
1. Our digital campaign last year generated over 12 million impressions; the click through rate on
Google Ads was 17.27%, compared to the 4.68% average for the travel/hospitality industry.
2. The Garden’s website, naplesgarden.org, reaches 600,000 unique visitors annually.
3. More than 79,000 households receive our monthly email newsletter.
4. Television and streaming promotion will be featured on five television networks.
5. Social media has proven to be successful by reaching more than 32,000 followers on Facebook;
21,000 followers on our Instagram page; and 7,000 followers on our Twitter feed.
In addition to electronic surveys, programs such as ACME Ticketing Software and TruTrade® mobile
phone data tracking platforms, allows us to gain insight to admission numbers, zip codes, and target groups.
Accessibility is addressed through our Garden for All free membership program to those who qualify, and
our Community Appreciation program for essential workers and their families, stemmed from the pandemic.
The location of the Garden in East Naples offers opportunities for those with transportation barriers, as the
Collier Area Transit’s route provides access with a stop within steps of our entrance. The Garden also
provides self-guided Garden map components, online virtual presentations, as well as sculpture
interpretation and select signage, audio tours, and family programming translations in Spanish (with Haitian
Creole scheduled to be added by the end of 2022), that further enhances the visitor experience and delivers
an inclusive atmosphere to our diverse community.
The proposed Mexico themed events and exhibitions supports the Collier County Arts & Culture Strategic
Plan to promote Collier County as an arts and culture destination. Similarly, it supports the Tourist
Development Council’s mission and vision to promote distinctive world class vacation experiences
resulting in positive economic growth and to be a desirable year-round tourist destination. According to the
Council’s Strategic Plan 2019 survey, “…a vibrant arts and culture industry helps local businesses thrive.”
Grant funding for Mexico: A Celebration of Plants & Culture from the Collier County Tourist Development
Council will help to accomplish the celebration of the rich and diverse Hispanic and Latin he ritage that
exists across Collier County through these cultural offerings. While promoting tourism in Collier County,
the success of these exhibitions and activities will also afford vital funding to support our mission areas of
conservation, education, and horticulture.
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LA CALAVERA CATRINA FIGURE SCULPTURES
LA VENDEDORA DE FRUTAS
Ofrendas are at the heart of Day of the Dead celebrations – festive plates are left out to attract the
spirits and satisfy their hunger after a long journey home. Fall fruits such as vegetables,
pomegranates, oranges, and calabazas are often displayed on altars throughout Mexico.
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LA FRIDUCHA
“The famous Mexican painter Frida Kahlo is popularly depicted in La Catrina figures known as
La Friducha.” Her attire, eyebrows, and hair are reminiscent of Frida’s signature look. She was
known to wear traditional cultural garbs from different regions of Mexico in order to highlight their
beauty and showcase the women from the indigenous communities who created these elaborate
textiles.
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FRIDA AND HER GARDEN
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(12). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? ( x ) YES ( ) NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded, and the number of
visitors and hotel room nights generated by the grant activity.
• YEAR 2021 PROJECT/EVENT NAME STICKWORK
PREVIOUS GRANT AMOUNT $ 100,000
** Final report not yet submitted
• YEAR 2021 PROJECT/EVENT NAME Johnsonville Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 50,630 # HOTEL ROOM NIGHTS GENERATED 21,110
• YEAR 2020 (COVID-19) PROJECT NAME Steve Tobin: Nature Underground
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 161,536 (+ 40,367 during Night Lights)
# HOTEL ROOM NIGHTS GENERATED 233,535
• YEAR 2020 (COVID-19) PROJECT NAME Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 100,000
# VISITORS ATTRACTED: 40,367 # ROOM NIGHTS GENERATED 19,376
• YEAR 2019 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 52,925 # ROOM NIGHTS GENERATED 17,995
• YEAR 2018 PROJECT NAME Fall Walk and Night Lights in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 37,540 # ROOM NIGHTS GENERATED 11,262
• YEAR 2017 PROJECT NAME Dinosaurs in the Garden
PREVIOUS GRANT AMOUNT $ 150,000
# VISITORS ATTRACTED: 125,459 # ROOM NIGHTS GENERATED 31,365
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS REPORT
including attendance, economic impact and other information that will enable the TDC staff to evaluate your
prior experience.
(13). OTHER FUNDING SOURCES (From # 9 previous page): List the sources and amounts of other
funds and planned revenue sources to support the amount of the grant.
Admissions $ 2,300,000
In-kind $ 10,000
Memberships $ 1,700,000
Sponsorships $ 75,000
TOTAL MATCH/OTHER FUNDS: $ 4,085,000
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(14) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors 50,063 Room Nights 100,126
Tourist Tax Revenue $ 958,739 Visitor Spending $ 18,178,401
Economic Impact: $ 27,085,817
(15) What is the current or anticipated annual visitation to your museum? 250,000
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $ 100,000
TOTAL ADDITIONAL FUNDING SOURCES (From #13 previous page) $ 4,085,000
OTHER INCOME SOURCES $ __0_____
TOTAL INCOME - ALL SOURCES $ 4,185,000
PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion. Use additional sheets if necessary.
Exhibits and Events $ 20,000
Marketing $ 80,000
Total Tourist Tax Funds Used: $ 100,000
Other Project Expenses not using Tourist tax grant funds:
Collateral / Interpretation / Signage $ 59,000
Entertainment $ 3,500
Equipment $ 15,000
Exhibits and Events balance $ 260,500
Living Displays $ 29,337
Marketing balance $ 17,000
Staffing $ 201,648
Supplies $ 6,500
Total Other Project Expenses: $ 592,485
TOTAL PROJECT EXPENSES $ 692,485
Profit (Loss) $ 3,492,515
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CERTIFICATION
I have reviewed this Application for Tourist Tax Grant Funds for FY 2022-23. I am in full agreement
with the information contained herein and have the authority to request this funding on behalf of the
organization. To the best of my knowledge, the information contained in this Application and its
attachments is accurate and complete.
Chief Officer (or designee):
_____________________________
Signature
Donna McGinnis, President & CEO
Printed Name and Title
April 5, 2022
Date
______________________
Secretary (or designee)
_____________________________
Signature
Andrea Nickrent, V.P., Development and Marketing
Printed Name and Title
April 5, 2022
Date
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7.b.18Packet Pg. 194Attachment: Naples Players (22293 : Tourist Development Tax Grant Applications)
7.b.18Packet Pg. 195Attachment: Naples Players (22293 : Tourist Development Tax Grant Applications)
7.b.18Packet Pg. 196Attachment: Naples Players (22293 : Tourist Development Tax Grant Applications)
7.b.18Packet Pg. 197Attachment: Naples Players (22293 : Tourist Development Tax Grant Applications)
7.b.18Packet Pg. 198Attachment: Naples Players (22293 : Tourist Development Tax Grant Applications)
05/23/2022
EXECUTIVE SUMMARY
Recommendation to approve modifications to TDT Grant Guidelines on allowable uses to include
the cost of producing a performing arts production or entertainment at an event or location whose
primary purpose is the promotion of tourism not to exceed 50% of the total cost of the production
and based on the availability of funds and make a finding that this program promotes tourism.
______________________________________________________________________________
OBJECTIVE: Approve the addition of allowable use of the Tourist Development Tax (TDT) grant
funds to include performing arts productions or entertainment at an event or location whose primary
purpose is the promotion of tourism not to exceed 50% of the total cost of the production.
CONSIDERATIONS: The recommendation to modify the existing allowable use provides the
opportunity for performing arts organizations to participate in the promotion of tourism and qualify for
grant opportunities. Performing arts organizations are a part of the fabric of the arts and cultural life in
Collier County. There are a multitude of organizations from community -based theatre to a Broadway
equity regional theatre, one of only four in the state of Florida.
In the existing TDT Grant guidelines museums are eligible for funding for an exhibition and its related
expenses for installation. A comparable cost for a performing arts organization or event would be the cost
of production, which also may be found to promote tourism with a recommendation from this Committee
and the Board of County Commissioners.
Based upon the review of similar Tourism Grant programs throughout the state, it is recommended that
allowable use of grants funds should be considered up to a maximum not to exceed 50% of the total cost
of the production and based on the availability of funds.
The proposed modification for the would be as follows (proposed language underlined):
Category C-2 Museums:
ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
The following are examples of how Tourist Development Funds may be used by non-County owned and
operated museums to promote tourism to Collier County.
1. Advertising and promotional expenses in conjunction with an activity or event or promotion to
increase the number of overnight visitors to Collier County. Examples are: printing and
distribution of promotional pieces prior to the event or exhibit including creative design, printing,
copying, ad placement cost and distribution of direct mail, email and social media.
2. Creating or enhancing an existing site promoting the event or exhibit linked to the CVB’s website
to increase participation, attendance, and awareness of the event and
to generate hotel room nights and spending throughout the County.
3. Acquisition and/or promotional costs for a major traveling exhibit to create new reasons to visit
the museum or extend a visitor’s stays and spending in Collier County.
4. Funding of a performance or entertainment at an event whose primary purpose is the promotion
of tourism not to exceed 50% of the total cost of the production and based on the availability of
funds.
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5. Funding for an exhibit or activity and related promotion/marketing that will be showcased at an
event or location. For example, cultural arts exhibit presented by local non -profit or non-County
owned museum at a two-day festival which festival (and exhibit) is promoted with out-of-County
marketing to bring overnight visitation to Collier County. The exhibit or activity will create new
reasons to visit the festival or extend a visitor’s stay in the destination.
Category C-2 Museums:
NON-ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
5. Salaries or supplements to salaries for existing or future full-time or part-time staff, exclusive of
entertainers or performers in a production. staff or employment of personnel directly or indirectly related
to the project or event.
FISCAL IMPACT: No impact beyond the existing grants budget.
ADVISORY BOARD RECOMMENDATION: This item will be reviewed by the Tourist
Development Council on May 23, 2022.
LEGAL CONSIDERATION: Authorized uses of tourist development tax revenues are found in Section
125.0104(5)(a)(3), which provides: “To promote and advertise tourism in this state and nationally and
internationally; however, if tax revenues are expended for an activity, service, venue, or event, the
activity, service, venue, or event must have as one of its main purposes the attraction of tourists as
evidenced by the promotion of the activity, service, venue, or event to tourists…”
This item is approved as to form and legality and requires majority vote for approval. - CMG
RECOMMENDATION: To approve modifications to TDT Grant Guidelines on allowable uses to
include the cost of producing a performing arts production or entertainment at an event or location whose
primary purpose is the promotion of tourism not to exceed 50% of the cost of the production and based on
the availability of funds and make a finding that this program promotes tourism.
Prepared By: Paul Beirnes, Tourism Director; John Melleky, Arts and Culture Manager
ATTACHMENT(S)
1. FY 22-23 Cat. C-2 Grant Application update 2022.05 round 2 (DOCX)
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COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.c
Doc ID: 22274
Item Summary: Recommendation to approve modifications to TDT Grant Guidelines on
allowable uses to include the cost of producing a performing arts production or entertainment at an event
or location whose primary purpose is the promotion of tourism not to exceed 50% of the total cost of the
production and based on the availability of funds and make a finding that this program promotes tourism.
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/16/2022 10:09 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/16/2022 10:09 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/16/2022 10:10 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/16/2022 10:22 AM
Tourism Kelly Green Stage 1 Review Completed 05/16/2022 11:22 AM
Tourism Paul Beirnes Director Completed 05/18/2022 11:45 AM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/19/2022 8:28 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/19/2022 8:53 AM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
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COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL (TDC)
GRANT FUNDING APPLICATION REQUEST
CATEGORY "C-2" NON-COUNTY OWNED AND OPERATED MUSEUM
GRANTS
FISCAL YEAR 2022-23
APPLICATION ROUND JULY- AUGUST 2022
TIMETABLE FOR REVIEW:
• Completed applications must be received in digital format or other written format by the Tourism
Department Office. The application deadline will be no earlier than 5:00 P.M. on Tuesday, April
12, 2022. A final due date will be determined by the Board of County Commissioners at their
April 12 meeting.
• Applications may also be delivered to the Tourism Development Division Office: 2660 North
Horseshoe Dr, Suite 105 Naples, FL 34104.
• For further information, contact Charles Kammerer at telephone (239) 252-8951 or email
Charles.Kammerer@colliercountyfl.gov.
After receiving recommendations from the Tourism Division Staff, the Tourist Development Council
(TDC) will review each qualifying applicant and prepare, in priority order, their recommendations for
funding for Fiscal Year 2022-23. Final funding recommendations of the TDC will be presented to the Board
of County Commissioners as part of the County’s budget process for FY 2022-23. After budget approval,
contracts will be negotiated with the selected applicants, with assistance from the County Purchasing
Department and the County Attorney's office, and then presented to the BCC for final approval. Appeals
on funding recommendations may be made to the County Commission when recommendations are
reviewed. Once executed, these contracts will be monitored and Requests for Fund Forms and Status
Reports will be reviewed by the Tourism Director before submission to Clerk’s Finance Department for
potential reimbursement. No projects are approved and no funds may be expended until the contract is
approved and signed by the Chairman of the Board of County Commissioners. All materials submitted with
applications will become a matter of public record, open to inspection subject to Chapter 119, Florida
Statutes.
REQUIREMENTS:
1. All collateral material and advertisements should identify Collier County tourism by displaying the
CVB logo and/or website URL (www.paradisecoast.com)
2. Reimbursement requests must include the following: evidence that the vendor invoices have been paid
and samples of the promotional materials produced by that vendor or media outlet. Should these
documents be unavailable, the Grantee may submit other legally viable evidence of payment subject for
consideration by the Clerk’s Finance Department. No advanced payments are acceptable for
reimbursement.
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ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
The following are examples of how Tourist Development Funds may be used by non-County owned and
operated museums to promote tourism to Collier County.
1. Advertising and promotional expenses in conjunction with an activity or event or promotion to
increase the number of overnight visitors to Collier County. Examples are: printing and distribution
of promotional pieces prior to the event or exhibit including creative design, printing, copying, ad
placement cost and distribution of direct mail, email and social media.
2. Creating or enhancing an existing site promoting the event or exhibit linked to the CVB’s website
to increase participation, attendance, and awareness of the event and to generate hotel room nights
and spending throughout the county.
3. Acquisition and/or promotional costs for a major traveling exhibit to create new reasons to visit the
museum or extend a visitor’s stays and spending in Collier County.
4. Funding of a performance or entertainment at an event whose primary purpose is the promotion of
tourism not to exceed 50% of the total cost of the production and based upon the availability of
funds.
5. Funding for an exhibit or activity and related promotion/marketing that wil l be showcased at an
event or location whose primary purpose is the promotion of tourism. For example, cultural arts
exhibit presented by local non-profit or non-County owned museum at a two-day festival which
festival (and exhibit) is promoted with out-of-County marketing to bring overnight visitation to
Collier County. The exhibit or activity will create new reasons to visit the festival or extend a
visitor’s stay in the destination.
NON-ALLOWABLE USES OF TOURIST TAX GRANT FUNDS INCLUDE:
1. Prize money, scholarships, awards, plaques, or certificates.
2. Projects restricted to private or exclusive participation.
3. Private entertainment, food, and beverages and lodging.
4. Legal, medical, engineering, accounting, auditing, or feasibility study fees.
5. Salaries or supplements to salaries for existing or future full-time or part-time staff, exclusive of
entertainers or performers in a production.
6. Tangible personal property including but not limited to office furnishings or equipment, permanent
collections, or individual pieces of art.
7. Interest or reduction of deficits and loans.
8. Expenses incurred or obligated prior to or after the project period.
9. Advertising and promotional materials distributed at the museum after the event.
10. Payments for services or goods purchased for previous or other events.
11. Capital or infrastructure projects.
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12. Payment for expenses that occur or are delivered prior to or after the effective date of the
agreement with the grantee.
APPLICATION FOR GRANT FUNDING
GENERAL INSTRUCTIONS
1. Please submit your completed application in digital format (no zip files) via email to Charles
Kammerer, at Charles.Kammerer@colliercountyfl.gov or in printed format to the Tourism Office,
2660 N. Horseshoe Drive, Suite 105 Naples, FL 34104, attention: Charles Kammerer.
2. Complete each item of each applicable section. If a question does not apply to your organization,
insert (N/A). Please contact Charles Kammerer at (239) 252-8951 or
Charles.Kammerer@colliercountyfl.gov with any questions.
3. Be sure to have your Chief Official, Secretary or their designee sign the application on the last
page.
4. One copy of each of the following items is required and attached in a separate .pdf document to
the email containing the application form. If any item does not apply, insert (N/A).
( ) Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
( ) Form 990 (except government entities)
( ) Proof of Liability Insurance naming Collier County as an additional insured that will be in
effect during the grant funding period.
Name of Grant Preparer: (Please Print) ____________________________________
Signature of Grant Preparer ______________________________________ Date _____________
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COLLIER COUNTY GOVERNMENT
TOURIST DEVELOPMENT COUNCIL GRANT APPLICATION
CATEGORY “C-2” NON-COUNTY OWNED AND OPERATED MUSEUM GRANT
FY 22-23
I GENERAL INFORMATION
To assist us in evaluating the impact your project may have on Collier County and to better understand
what support you are requesting, the following questions must be answered in full.
(1) LEGAL NAME OF ORGANIZATION _________________________________________________
(2) NAME OF PROJECT ________________________________________________________
(3) MUSEUM INFORMATION:
CONTACT PERSON’S NAME: ___________________________________
PHONE #: ____________________CELL PHONE #_______________________
E-MAIL ADDRESS: _______________________________________________________
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET______________________________________
CITY__________________ ST______ZIP__________
PHONE: ___________________ FAX: __________________________
WEBSITE:______________________________________________________
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: _________________________________
TITLE: __________________________
ADDRESS IF DIFFERENT FROM ABOVE:_________________________________________
PHONE: __________________________ FAX: ___________________________
E-MAIL: _________________________________
(6) ORGANIZATIONAL STRUCTURE:
( ) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $____________________
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(8) ADDITIONAL FUNDING AMOUNT: $____________________
(9) PROJECT TYPE (Check all that apply)
( ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
( ) MARKETING PROGRAM FOR MUSEUM OR EXHIBITS (Advertising, Public Relations,
Digital or Social Media)
( ) TRAVELING EXHIBIT (Acquisition fees, promotion, and advertising, etc.)
( ) OTHER (Describe)____________________________________________________
(10) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? ( ) YES ( ) NO
(11). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
(12). APPLICANT'S GRANT HISTORY: Have you received previous grant assistance from the
Collier County Tourist Development Council? ( ) YES ( ) NO.
If “Yes”, specify the year (s), the project name, the amount of the grant awarded and the number of
visitors and hotel room nights generated by the grant activity.
YEAR ___________ PROJECT NAME __________________________________________
PREVIOUS GRANT AMOUNT $ _______________________
# VISITORS ATTRACTED: ___________# ROOM NIGHTS GENERATED__________
Please continue to add below any previous year grant details using the format above
If you have previously received funding from the TDC, please attach a copy of your FINAL STATUS
REPORT including attendance, economic impact and other information that will enable the TDC staff to
evaluate your prior experience.
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(13). OTHER FUNDING SOURCES (From # 9 previous page): List the sources and amounts of other
funds and planned revenue sources to support the amount of the grant.
____________________________ $ _______________________
$
____________________________ $
____________________________ $
____________________________ $
TOTAL MATCH/OTHER FUNDS: $
(14) Provide projections of the Direct Economic Impact this project will have on Collier County using
the event calculator available on County website.
Projected # of Overnight Visitors ___________ Room Nights _____________
Tourist Tax Revenue $____________ Visitor Spending $________________________
Economic Impact: $ __________________
(15) What is the current or anticipated annual visitation to your museum? ______________
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PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $____________
TOTAL ADDITIONAL FUNDING SOURCES (From #13 previous page) $____________
OTHER INCOME SOURCES $ ___________
TOTAL INCOME - ALL SOURCES $ ___________
PROJECT EXPENSES:
Intended Use of Tourist Tax Funds
Please refer to authorized and unauthorized uses on page 2. Provide an itemized summary indicating the
intended use of Tourist Development Tax (TDT) funds. Please be as explicit as possible, including
planned cities where advertising or promotional materials will be placed. Indicate the total amount
you plan to spend for each category or promotion. Use additional sheets if necessary.
____________________________________________ $___________________________
____________________________________________ $___________________________
____________________________________________ $___________________________
____________________________________________ $___________________________
Total Tourist Tax Funds Used: $___________________________
Other Project Expenses not using Tourist tax grant funds:
____________________________________________ $___________________________
____________________________________________ $___________________________
____________________________________________ $___________________________
____________________________________________ $___________________________
____________________________________________ $___________________________
____________________________________________ $___________________________
Total Other Project Expenses: $___________________________
TOTAL PROJECT EXPENSES $___________________________
Profit (Loss) $___________________________
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CERTIFICATION
I have reviewed this Application for Tourist Tax Grant Funds for FY 2022-23. I am in full agreement
with the information contained herein and have the authority to request this funding on behalf of the
organization. To the best of my knowledge, the information contained in this Application and its
attachments is accurate and complete.
Chief Officer (or designee):
_____________________________ Signature
_____________________________Printed Name and Title
_____________________________ Date
______________________
Secretary (or designee)
_____________________________ Signature
_____________________________ Printed Name and Title
_____________________________ Date
7.c.1
Packet Pg. 209 Attachment: FY 22-23 Cat. C-2 Grant Application update 2022.05 round 2 (22274 : Modifications to TDT Grant Guidelines on Allowable Uses)
05/23/2022
EXECUTIVE SUMMARY
Recommendation to authorize a second round of grant application solicitations for the C-2
Category Museum grants beginning July 1, 2022, with a deadline of August 31, 2022, at 5 pm and
make a finding that the grant program promotes tourism.
______________________________________________________________________________
OBJECTIVE: Approve to open a second solicitation round of grant applications for the C-2 Category
Museums from July 1, 2022, to August 30, 2022, at 5:00 pm to distribute the available remainder of the
allocated dollars to promote tourism in FY2022-2023.
CONSIDERATIONS: On February 8, 2022 (Item 16F2), the Board approved modifications to the
allowable uses within the Grant Applications Guidelines for C-2 Non-County Owned Museums as well as
for Category B Marketing and Promotion Grants by adding an additional allowable use that includes
funding consideration for an exhibit or activity and related promotion/marketing that will be showcased at
an event or location whose primary purpose is the promotion of tourism.
The Board also approved the definition of museum:
A museum is a building or institution that care for and displays a collection of artifacts and other objects
of artistic, cultural, historical, or scientific importance. Many public museums make these items available
for public viewing through exhibits that may be permanent or temporary. (2) A museum is a non -profit,
permanent institution in the service of society and its development, open to the public, which acqu ires,
conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its
environment for the purposes of education, study and enjoyment.
In addition to the modifications to the Guidelines, staff is proposing additional eligible expenditures in a
companion Executive Summary.
Opening a second round of Grant Applications for the C-2 Museum grant allows performing arts
organizations to obtain partial funding for their performance programming, previously not a eligible
expenditure. This second round also allows for additional organizations to participate, especially any that
are wanting to be a part of the Hispanic Art Festival.
Performing arts organizations that submitted in the first round of grants would be allowed to carry over
their grant application to this second round.
The grant applications would open on July 1, 2022, and run for two months, with a deadline of August 31,
2022, at 5:00 PM. The August closing date allows for any processing and approvals by Nove mber 2022
to allow the funded organizations time to implement the plan.
FISCAL IMPACT: There is no additional fiscal impact. Based on current grant applications, we expect
there to be a balance of $177,500. This balance is subject to change based on the approval of the first
round of applications by the Tourist Development Council on May 23, 2022.
ADVISORY BOARD RECOMMENDATION: This item will be reviewed by the Tourist
Development Council on May 23, 2022.
LEGAL CONSIDERATION: This item is approved as to form and legality and requires majority vote
for approval. - CMG
7.d
Packet Pg. 210
05/23/2022
RECOMMENDATION: To authorize a second round of grant applications for the C-2 Category
Museum grant solicitations beginning July 1, 2022, with a deadline of August 31, 2022, at 5 pm, an d
make a finding that the grant program promotes tourism.
Prepared By: Paul Beirnes, Tourism Director; John Melleky, Arts and Culture Manager
ATTACHMENT(S)
1. TDT Grant Process Second Round Timeline pdf (PDF)
7.d
Packet Pg. 211
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.d
Doc ID: 22270
Item Summary: Recommendation to authorize a second round of grant application solicitations
for the C-2 Category Museum grants beginning July 1, 2022, with a deadline of August 31, 2022, at 5 pm
and make a finding that the grant program promotes tourism.
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/16/2022 9:35 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/16/2022 9:35 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/16/2022 9:36 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/16/2022 9:44 AM
Tourism Kelly Green Stage 1 Review Completed 05/16/2022 10:07 AM
Tourism Paul Beirnes Director Completed 05/18/2022 11:44 AM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/19/2022 8:25 AM
County Attorney's Office Colleen Greene Attorney Review Completed 05/19/2022 8:37 AM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
7.d
Packet Pg. 212
Collier County TDT Grant ProcessSecond Round Timeline as of 5/11/2022
Date Activity
May 23, 2022
TDC Meeting To Present and Approve:
• Grant recommendations and amounts for submissions
• Amount remaining for grants
• Changes to grant guidelines (minor changes only to cover performance
production costs)
• Plan for the second round of grant funding
June 14, 2022
BCC Meeting To Approve:
• First round of grant awards
• Changes to grant guidelines
• Plan for the second round of grant funding
Jun 15 – Jul 15, 2022 Send out and finalize contracts to first round recipients
Jul 1 – Aug 30, 2022 Second Round of Funding Grant Process
Jul - Sep, 2022
CVB and Business Operations prep for FY2023-2024 grant cycle
• Update structure, application, guidelines, scoring rubric, and tools - use
current grant applications as guideline
• Finalize moving to an online system
Sep 6 – 15, 2022 Process second round of grants and prep materials for TDC meeting
September 26, 2022 TDC Meeting To Present and Approve:
• Second round of grant applications
October 11, 2022
BCC Meeting To Approve:
• Approve second round of grant funding
Oct 12 – Nov 12, 2022 Send out and finalize contracts to second round recipients
Page 1 of 1
7.d.1
Packet Pg. 213 Attachment: TDT Grant Process Second Round Timeline pdf (22270 : Second Round of Grant Application for C-2 Category)
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A.1
Item Summary: Marketing Partner Report Part 1
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/13/2022 9:54 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/13/2022 9:54 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/13/2022 9:55 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/13/2022 10:09 AM
Tourism Paul Beirnes Director Completed 05/13/2022 2:27 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/13/2022 2:37 PM
County Attorney's Office Colleen Greene Attorney Review Completed 05/13/2022 3:29 PM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
9.A.1
Packet Pg. 214
Marketing Partner Reports
May 2022 TDC
9.A.1.1
Packet Pg. 215 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
MARKETING PARTNER REPORTS
PART I
9.A.1.1
Packet Pg. 216 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
RESEARCH REPORT
Downs & St Germain
9.A.1.1
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Packet Pg. 257 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ADVERTISING REPORT
Paradise Advertising &
Marketing, Inc.
9.A.1.1
Packet Pg. 258 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Monthly Report | April 2022
2022
9.A.1.1
Packet Pg. 259 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : 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.Spring/Summer Creative:pgs. 30-57
ParadiseAdv.com
9.A.1.1
Packet Pg. 260 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Executive Summary | April 2022
●The state of Florida accounted for three of the top five and four of the top ten visitor markets last month.Fort Myers/Naples,
Miami/Ft. Lauderdale and Tampa/St. Petersburg remained in the top five, while Orlando/Daytona Beach/Melbourne ranked #8.
NYC, Chicago and Boston led out-of-state visitation.
●Florida residents represented 32% of visitors to the destination in April. If isolating to the website specifically, that number
increases to 44% of visitation, up 6% compared to last year.
●The bulk of April travelers (43.2%) visited the website 8-12 months out. Only 19.6% of travelers fell within this visit window
the prior month. Most March travelers (22.5%) visited the site just 1-2 weeks prior to traveling.
●Our April leisure eScapes email recorded its high open rate ever (35.3%).The culinary-themed email was distributed to an
audience of 36,165 opted-in subscribers and featured a collection of fresh, new content promoting dining, family fun and
Mother’s Day options in the destination.
●Our Spring/Summer campaign started to roll out in the second half of April. We are targeting our core audience (Adults 25-64,
HHI 175K+) with an evolution of our “Only Paradise Will Do” messaging. Additionally, there will be increased emphasis on
Florida residents and upwardly mobile affluent professionals, leveraging channels that have high usage with these audiences
such as podcasts, streaming, video and influencer marketing.
47
9.A.1.1
Packet Pg. 261 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
4
8
1Visitor Insights
9.A.1.1
Packet Pg. 262 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Visitor Insights | Visitor Flow and Volume
49
ParadiseAdv.com
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Visitor Insights | Demographics
ParadiseAdv.com
9.A.1.1
Packet Pg. 264 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Visitor Insights | Spending
51
ParadiseAdv.com
9.A.1.1
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Visitor Insights | Website Attribution
52
ParadiseAdv.com
9.A.1.1
Packet Pg. 266 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Visitor Insights | Summary
53
●April was a great month for the destination, with ADR up 20% YOY
●Visitor spending and visitor volume were up YOY throughout the month of April
●Travelers from New York were the most lucrative for the destination, Leading the top ten in terms of
overall spend, followed closely by Boston. The Charlotte DMA was #8 in the top ten spending DMAs, but was
overwhelmingly made up of HHI individuals (91%+ $151+)
●More visitors in April planned their trips further out. Visitors recorded as visiting the website and the
destination were visiting the site 8-12 months out.
●Florida travelers represented over 32% of visitors in March. The Florida resident continues to be an
important and valuable traveler for the destination.
ParadiseAdv.com
9.A.1.1
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4
2Social Media
9.A.1.1
Packet Pg. 268 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Organic Social | Facebook
Leisure Campaign
●Page Engagements: 27,224 (-57%)*
●Organic Post Reach: 75,812 (-36%)
●Impressions: 1,269,272 (-69.5%)
●Net Audience Growth: 191 (-25.1%)
55
Sports Campaign
●Page Engagements: 127 (+429%)
●Organic Post Reach: 1,670 (+69%)
●Impressions: 2,452 (+112%)
●Net Audience Growth: -1 (+50%)
*Percentages based MOM comparison
9.A.1.1
Packet Pg. 269 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Organic Social | Instagram
Performance Recap
●Impressions: 60,007 (-94%)
●Engagements: 876 (-42.4%)
●Profile Actions: 26 (-31.6%)
●Net Follower Growth: 121 (-7%)
56*Percentages based MOM comparison
9.A.1.1
Packet Pg. 270 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Organic Social | Twitter
Leisure
●Impressions: 6,976 (+15.6%)
●Engagements: 215 (+39.6%)
●Post Link Clicks: 21 (+61.5%)
57
Sports
●Impressions: 2,889 (+104.2%)
●Engagements: 116 (+251.5%)
●Post Link Clicks: 24 (+2,300%)
Meetings
●Impressions: 265 (+43.2%)
●Engagements: 6 (-33.3%)
●Post Link Clicks: 1 (0%)
*Percentages based MOM comparison
9.A.1.1
Packet Pg. 271 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Organic Social | LinkedIn
Performance Recap
●Impressions: 3,579 (+211.2%)
●Engagements: 205 (+162.8%)
●Post Clicks: 76 (+375%)
●Net Follower Growth: 20 (+66.7%)
58*Percentages based MOM comparison
9.A.1.1
Packet Pg. 272 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
5
9
3Email
9.A.1.1
Packet Pg. 273 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com60
Email | Consumer E-Scapes
Topic:Dining
Subject Line: Treat your palate to a deliciously different
vacation.
Most-Clicked Link:5 Seafood Restaurants That You
Simply Have to Try
Note:Highest open rate ever.Open Rate CTO RateRecipients
35.3%6.5%36,165
9.A.1.1
Packet Pg. 274 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Email | Meetings E-Scapes
Subject Line: From meetings venues to after-hour
relaxation, everything is better in Paradise.
Most-Clicked Link:Florida’s Paradise Coast LinkedIn
Note:April’s Paid email had the highest CTO of all times
probably due to the limited size of the distribution list
(45,000)
Open Rate CTO RateRecipients
6.39%19.08%50,371
Subscriber List 5,371 recipients Paid List 45,000 recipients
61
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Packet Pg. 275 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : 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
36,165
Net Change
(this month)
-128
Net Change
(this month)
+471
62
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4Media Review
9.A.1.1
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ParadiseAdv.com
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Media | Performance
Performance Highlights:
●Total Spend: $71,543.00
●Total Impressions: 2,040,538
●Total Clicks: 8,139
●Overall CTR: .40% ( 43% from March)
●Overall VCR: 49.4%( 33% from March with no streaming
running during these 2 weeks)
Top performers in Spring/Summer Campaign:
●In Display: Kayak with a .40% CTR
●In Video: Adara with a 50% VCR
Industry Benchmarks: CTR: 0.08% VCR: 70%
Other top performers:
●In Weddings, the Wedding
Trade Desk with a 7.4%
●In Eco, MobileFuse mobile
campaign remains a top
performer with a .30%
April ushered in the Spring Summer Campaign, which launched on 4/18. Other campaigns in-market were Eco, LGBTQ, and
Weddings.
9.A.1.1
Packet Pg. 278 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
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Media | Creative
Top Banner Creative Set across all Campaigns:
●In April, Family is the top performer with a .29%.
●Closely following Family are both Boomers and
Millennials
Top Video Creative across all Campaigns:
●Only Paradise Will Do with a 50%
●Note: Only Moments Like This, which just started
running the last few days of the month, is showing
very positive performance with a 53.4% but with
limited impressions we want to wait for more
results.
9.A.1.1
Packet Pg. 279 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
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Paid Search | Performance
Google Paid Search -April 2022 Top Performing Ad
●Impressions: 177,563
●Clicks: 3,919
●Avg. CTR:2.21% ( 93% from March)
●Avg. CPC: $1.07
Campaigns in Market in April:
CCT Always On
CCT Meetings
CCT Weddings
CCT LGBTQ
Top Performing Campaign:
CCT Weddings with an avg. CTR of 5.25%
9.A.1.1
Packet Pg. 280 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Paid Social | Facebook/Instagram Performance
67
In the month of April, Evergreen Always On and Weddings
continued running while the Canada campaign completed its’
flight on 4/4.
Results: Saw a decrease in most overall metrics due to less
campaigns simultaneously running, resulting in less ad spend.
●Impressions: 1.03M
○73% decrease
●Post Engagements: 357,500
○37% decrease
●Clicks: 9,215
○74% decrease
●Evergreen CTR: 2.35%
○39% increase due to change in optimization
from Link Clicks to Landing Page Views
●Weddings CTR: 1.29%
●Ontario Canada: 1.72%
○41% increase
●Travel industry benchmark: 0.9%
:15 Only Paradise Will
Do
126,023 Post
Engagements Beach Couple
3.64% CTR
Top Performing
Traffic Creative:
Top Performing
Engagement Creative:
9.A.1.1
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Paid Social | Pinterest Performance
Top Performing
Evergreen Creative:
In the month of April, Evergreen Always On and Weddings
campaigns continued running.
Results:
●Impressions: 356,439
●Clicks: 5,657
●Evergreen CTR: 1.33%
●Weddings CTR: 2.09%
○Benchmark: 0.3%
Top Performing
Weddings Creative:
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Expedia | Economic Impact & Insights
From those exposed to advertising on Expedia in April 2022, we saw:
*Does not include Expedia results
*Report as of 3/20/22 (End of the Winter Campaign)
Expedia ran from 4/18-4/31, and in those 2 weeks, it showed the following results:
●The advertising directly drove 311 room nights and 518 vacation rental nights
●207 Airline Tickets were sold to those exposed to the advertising
●It generated $394,300 in gross bookings, for a 163.3 Return on Ad Spend
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Expedia | Economic Impact & Insights
*Does not include Expedia results
*Report as of 3/20/22 (End of the Winter Campaign)
●Top origin markets for airline
tickets for April were NYC
(Newark), Chicago and DC
●Longest duration for those flying
were from Detroit (6.7) and NYC
(5 / 4.4)
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Packet Pg. 284 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
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Adara | Economic Impact & Insights
*Does not include Expedia results
*Report as of 3/20/22 (End of the Winter Campaign)
●Adara-tracked efforts were linked to 42,490
hotel searches, 112 hotel bookings and
$140,403 in revenue in the month of March.
●The bulk of of travelers were couples (53%)
that stayed an average of 7.6 nights. 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.
NOTE: Hotel Revenue for April shows Enriched Data,
which uses IMPACT Plus methodology that takes
Adara’s travel partner data and calculates it to include
STR Census and Occupancy data to give a more
complete market visibility.
9.A.1.1
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2
5Next Steps
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Packet Pg. 286 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
Looking Ahead | Next Steps
●May.Development & launch of new leisure email campaign strategy.
●Mid May.Part II of destination content curation is scheduled to take place in-market.
●May.Distribution of Audience Segmentation Questionnaires for June workshops.
●June.Agency to travel to CCT of for in-person marketing workshops.
●Mid July.Industry Partners Marketing Summit.
●August.Finalize FY23 Marketing Plan.
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4
CreativeOverview
FY22 Spring/Summer
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ParadiseAdv.com
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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.
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Spring/Summer | Creative Overview
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Spring/Summer | Creative Overview
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78
Spring/Summer | Orlando Billboards
9.A.1.1
Packet Pg. 292 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
79
Spring/Summer | Orlando Billboards
9.A.1.1
Packet Pg. 293 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
80
Spring/Summer | Orlando Billboards
9.A.1.1
Packet Pg. 294 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
81
Spring/Summer | Orlando Billboards
9.A.1.1
Packet Pg. 295 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
82
Spring/Summer | Orlando Billboards
9.A.1.1
Packet Pg. 296 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
83
Spring/Summer | Orlando Magazine
9.A.1.1
Packet Pg. 297 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
84
Spring/Summer | Creative Orlando Radio
9.A.1.1
Packet Pg. 298 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
85
Spring/Summer | Creative Banners In State Millennials
9.A.1.1
Packet Pg. 299 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
86
Spring/Summer | Creative Banners In State Families
9.A.1.1
Packet Pg. 300 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
87
Spring/Summer | Creative Banners In State Couples
9.A.1.1
Packet Pg. 301 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
88
Spring/Summer | Creative Banners In State Culinary
9.A.1.1
Packet Pg. 302 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
89
Spring/Summer | Creative Banners In State Eco
9.A.1.1
Packet Pg. 303 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
90
Spring/Summer | Creative Banners In State LGBTQ
9.A.1.1
Packet Pg. 304 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
91
Spring/Summer | Creative Banners In State Boomers
9.A.1.1
Packet Pg. 305 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
92
Spring/Summer | Creative Banners In State Arts &
Culture
9.A.1.1
Packet Pg. 306 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
93
Spring/Summer | Creative Banners Out of State
Families
9.A.1.1
Packet Pg. 307 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
94
Spring/Summer | Creative Banners
Millennials
9.A.1.1
Packet Pg. 308 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
95
Spring/Summer | Creative Banners Out of State Boomers
9.A.1.1
Packet Pg. 309 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
96
Spring/Summer | Creative Banners Out of State Arts &
Culture
9.A.1.1
Packet Pg. 310 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
97
Spring/Summer | Creative Banners Out of State Couples
9.A.1.1
Packet Pg. 311 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
98
Spring/Summer | Creative Banners Out of State Culinary
9.A.1.1
Packet Pg. 312 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
99
Spring/Summer | Creative Banners Out of State Eco
9.A.1.1
Packet Pg. 313 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
10
0
Spring/Summer | Creative Banners Out of State LGBTQ
9.A.1.1
Packet Pg. 314 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
ParadiseAdv.com
10
1
Spring/Summer | Creative LGBTQ
9.A.1.1
Packet Pg. 315 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
2022THANK YOU
10
2
9.A.1.1
Packet Pg. 316 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
PUBLIC RELATIONS REPORT
Lou Hammond & Associates
&
CVB PR Team
9.A.1.1
Packet Pg. 317 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
National Public Relations Update
TDC Meeting
Services conducted in
April 2022
9.A.1.1
Packet Pg. 318 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Highlights
LHG & CVB PR EFFORTS –April 2022
Media Impressions: 21,701,192
Media Value: $124,782
9.A.1.1
Packet Pg. 319 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Highlights
9.A.1.1
Packet Pg. 320 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Highlights
9.A.1.1
Packet Pg. 321 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Highlights
9.A.1.1
Packet Pg. 322 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Highlights
9.A.1.1
Packet Pg. 323 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Highlights
9.A.1.1
Packet Pg. 324 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Media Outreach
➢Major Pitch Points
➢Agency promoted the following topics:
➢The 6th Annual Minto US OPEN Pickleball Championships
➢Beating the Heat this Summer
➢Pride
➢Agency drafted the following topics for inclusion in coverage opportunities and
is tracking for coverage
➢Outdoor Activities in Florida
➢Luxury Accommodations in Marco Island
➢VISIT FLORIDA Editorial Lead: April 2022 Topics
➢Agency developed response for potential inclusion in VISIT FLORIDA's press
releases and on the media site to continue supporting Southwest Florida as the
best travel destination. LHG submitted information on the following topics:
➢Adventure Activities in Florida
➢Accessible Travel
➢LGBTQ Florida
➢Florida Gems
9.A.1.1
Packet Pg. 325 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Partner Communications
➢Partner Engagement
➢Through Hot Tip programming, requested information on seasonal story
angles/ideas –specifically what’s new for Spring, outdoor recreation
experiences, and LGBTQ offerings –to keep Florida’s Paradise Coast top-of-mind
among national and regional consumer media
➢Destination Travel Analysis
➢Agency provided Client with key metrics and sentiment from Destination
Analysts
➢Partner Training Sessions
➢Agency reached out to LHG social department for assistance in constructing a
presentation on social media best practices to present at Partner Training
Webinar for destination partners’ benefit
➢Partner Newsletter
➢Agency assisted in creation of April Newsletter and deployment to partners on
April 19
➢IPW (June 4-8 Orlando)
➢Renewed media list and made selections for appointments with US/Canadian
media
9.A.1.1
Packet Pg. 326 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Looking Ahead
➢Pitching
➢Pride Month
➢Summer Travel
➢Arts & Culture Events (long-lead)
➢Upcoming Coverage
➢USA Today Go Escape –Everglades National Park –June 2022
➢Charlotte Parent –June 2022
➢Smart Meetings –June 2022
➢Palm Beach Media Group (multiple outlets) –July/August 2022
9.A.1.1
Packet Pg. 327 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
Thank you!
Proud to be your Partner in Paradise!
9.A.1.1
Packet Pg. 328 Attachment: Part 1 May 2022 TDC Marketing Partner Report (22255 : Marketing Partner
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.B.1
Item Summary: Marketing Partner Report Part 2
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/13/2022 10:01 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/13/2022 10:01 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/13/2022 10:01 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/13/2022 10:14 AM
Tourism Paul Beirnes Director Completed 05/13/2022 2:27 PM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/13/2022 2:39 PM
County Attorney's Office Colleen Greene Attorney Review Completed 05/13/2022 3:28 PM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
9.B.1
Packet Pg. 329
Marketing Partner Reports
May 2022 TDC
9.B.1.1
Packet Pg. 330 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
MARKETING PARTNER REPORTS
PART II
9.B.1.1
Packet Pg. 331 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
TOURIST TAX COLLECTIONS
Collier County Tax Collector
9.B.1.1
Packet Pg. 332 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 333 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 334 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 335 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 336 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 337 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 338 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 339 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
WEB SITE ANALYTICS
Miles Partners, Inc.
9.B.1.1
Packet Pg. 340 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
ParadiseCoast.comMonthly Report
April 2022
Naples, Marco Island & the Everglades CVB
9.B.1.1
Packet Pg. 341 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Year-to-Date Overall Performance
2022 2021
●Visits:660,120 +40%
●Pageviews:1,126,046 +34%
●Pages/Visit:1.7 -5%
●Time on Site:1:19 -8%
●Bounce Rate: 64%+6%
Activity & Engagement (YOY Comparison)
0
100000
200000
300000
400000
500000
600000
700000
2021 2022
TOTAL VISITS YOY COMPARISON
9.B.1.1
Packet Pg. 342 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 343 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
April 2022 Overall Performance
2022 2021 2020
●Visits:126,837 +7.6% +47%
●Pageviews:209,520 -1%+54%
●Pages/Visit:1.65 -8% +15%
●Time on Site:1:14 -11% +16%
●Bounce Rate: 65%+6% -2%
Activity & Engagement (YOY Comparison)
0
20000
40000
60000
80000
100000
120000
140000
April 2020 April 2021 April 2022
TOTAL VISITS YOY COMPARISON
9.B.1.1
Packet Pg. 344 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Signals of Intent to Travel (SITs)
Goal Completions (YOY Comparison)2022 2021 2020
●Guide Order Form Submissions: 695 -0.4% +146%
●Newsletter Signups:292 +12%+245%
●Deals Pageviews:1,885 -30%+230%
●Hotels & Rentals Listings Pageviews:2,595 -19% +111%
●eBook Views:292 +0.3%+323%
9.B.1.1
Packet Pg. 345 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 346 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Top Pages
Across All Traffic Types
1.Homepage 23,440 views
2.Events landing page 9,869 views
3.Things To Do landing page 5,406 views
4.Marco Island landing page 4,020 views
5.Minto Pickleball event page 3,778 views
6.Celebrities article page 3,550 views
7.Beaches landing page 2,989 views
8.German landing page 2,912 views
9.Hotels & Rentals landing page 2,327 views
10.Outdoors landing page 2,314 views
9.B.1.1
Packet Pg. 347 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Top States
●Florida 59,125
●New York 5,172
●Illinois 3,620
●Pennsylvania 2,767
●New Jersey 2,663
Top Metros
●Ft. Myers-Naples, FL 30,482
●Tampa-St. Petersburg, FL 10,007
●Miami-Ft. Lauderdale, FL 9,674
●New York, NY 6,335
●Orlando-Daytona Beach 4,646
9.B.1.1
Packet Pg. 348 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Paradise Coast Sports Complex
9.B.1.1
Packet Pg. 349 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
PARADISE COAST
Paradise Coast Sports Complex (PCSC)
Q1 Report 2022
9.B.1.1
Packet Pg. 350 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
AGENDA
April & May Event Recap
Quarterly Financials
Event Update
Website & SEO Progress
Social Media Update
Awareness & Press
Cool Stuff at PCSC
Appendix (Awareness & PR)
9.B.1.1
Packet Pg. 351 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
APRIL & MAY EVENT RECAP
•FHSAA LAX Event
•Moorings Park Banquet Event
•Copperheads Rugby
•NUFC/NCFC/Azzurri Games
•Naples Hurricanes Spring Games
•Vibe VB Banquet
•Spring Shoot Out (KOS event)
•South Florida Cup (TSG event)
9.B.1.1
Packet Pg. 352 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
QUARTERLY
FINANCIALS
JANUARY-MARCH
9.B.1.1
Packet Pg. 353 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Q1 FINANCIALS
•Revenue: $347,719
•Pace 24% higher than Prior Year
•Gross Profit: $103,381
•Prior year full year GP –(-$112,231)
•Q1 Park Operating Expenses: $230,869
•Net Expense –(-$127,487)
•Prior Year NOI –(-$1,267,742)
Revenue Pace
+24% Over PY
9.B.1.1
Packet Pg. 354 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
EVENTS UPDATE
9.B.1.1
Packet Pg. 355 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
TOURNEYS * CONCERTS * EVENTS
First Quarter Awesome Events
•Air Supply Concert
•Soccer/Lacrosse Masters Showcase
•Yale v Notre Dame Women's D1 Lacrosse (ESPN+)
•Ohio State v Harvard Men's D1 Lacrosse (BIG10)
•Weston Cup & Miramar United Soccer Tournaments
•Trilogy Spring Break Lacrosse
•Collier County Public School Soccer Championships
Event Impact
2,244 Rooms Booked
(Oakwood)
9.B.1.1
Packet Pg. 356 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
TOURNEYS * CONCERTS * EVENTS
•Pro Soccer Pathways Camp
•Naples United Soccer Games
•Naples City Soccer Games
•Azzurri Storm Soccer Game
•7v7 Football Camp
•Moorings Park Banquet Event
•Economic Development Day
•Warrior 5v5 Soccer Tournament
•Soccer 3 Camp
•Alpha Course Challenge in Factory
Q1
EVENTS
9.B.1.1
Packet Pg. 357 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
WEBSITE & SEO
PROGRESS
9.B.1.1
Packet Pg. 358 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
NEW WEBSITE –Playparadisecoast.com
9.B.1.1
Packet Pg. 359 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
SEO/WEBSITE-Playparadise.com
JANUARY-APRIL
All Traffic
15,374 to 22, 218
Organic Traffic
9,106 to 12,851
New Users
11,851 to 16,870
Page Views
50,173 to 70,850
9.B.1.1
Packet Pg. 360 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
TOP TRAFFIC SOURCES
9.B.1.1
Packet Pg. 361 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
SEO-TRACKED KEYWORDS
9.B.1.1
Packet Pg. 362 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
TOP SOCIAL NETWORK REFERRALS
9.B.1.1
Packet Pg. 363 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
SOCIAL MEDIA
UPDATE
9.B.1.1
Packet Pg. 364 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
FB-www.facebook.com/pcscnaples
FIRST QUARTER
People 322,241
Reached (38%)
Page Visits 5,844
+34%
Page Likes Total 6,380
New Likes/Follows 600
+92%
9.B.1.1
Packet Pg. 365 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
INSTAGRAM PAGE: PCSCNAPLES
FIRST QUARTER
Accts Reached 13,710
+240%
Followers 2,610
New Followers 365
+10%
Stories 787
Visits 4,091
9.B.1.1
Packet Pg. 366 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
AWARENESS & PRESS
9.B.1.1
Packet Pg. 367 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
GETTING THE WORD OUT
PUBLICITY
9.B.1.1
Packet Pg. 368 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
MEDIA OPPORTUNITIES
CABLE
CAMPAIGN
Continues
Four Rotating
Commercials
NAPLES DEALERS
AUDI
INFINITI
VOLVO
ACURA
VOLKSWAGON
9.B.1.1
Packet Pg. 369 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
MORE MEDIA OPPORTUNITIES
Bella
Magazine
Florida’s Paradise
Coast Official
Visitors Guide
2022
EnCompass
Magazine
Jan/Feb 2022
9.B.1.1
Packet Pg. 370 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
COOL STUFF AT PCSC…
Drone Video
of Complex
9.B.1.1
Packet Pg. 371 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
APPENDIX
Awareness & PR
9.B.1.1
Packet Pg. 372 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Press Releases
Ohio State/Harvard Lacrosse Game
Paradise Concours Festival
FHSAA State Lacrosse Championships
Saint Patrick’s Day Bash
CVB
FHSAA State Lacrosse
Air Supply Live in Concert
Playeasy
Paradise Coast Sports Complex
College Lacrosse Game
Notre Dame Site
Yale Site
Coastal Breeze News
Air Supply Concert
Naples News
Air Supply Concert
PCSC to Host State Lacrosse Championships –2 yrs
First Major Headliner-Air Supply-PCSC
Gulf Shore Life
Air Supply Concert
Naples Kidz
Air Supply Concert
Naples Florida Weekly
Henry Gross Joins Air Supply
Fox TV #4
FBU Championship Brings Tourism Dollars to Naples
Free
Press
AWARENESS 9.B.1.1
Packet Pg. 373 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
AWARENESS
Cable TV Buy
Dealership commercials (4) with PCSC
PR
Collier County Middle School
United Naples FC
Naples City FC
FRLA
Email
May Newsletter
April Newsletter
Naples United Uniform Reveal Party
US Open Pickleball Championships
Eggstravaganza
March Newsletter
Outreach
&
Partnerships
9.B.1.1
Packet Pg. 374 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
THANK YOU!
9.B.1.1
Packet Pg. 375 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Collier County Museums
Visitation Reports
9.B.1.1
Packet Pg. 376 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
VISITATION
April 2022
9.B.1.1
Packet Pg. 377 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
6,062 TOTAL VISITORS IN APRIL
April 2021 April 2022
Collier Museum at Government Center 623 655
Immokalee Pioneer Museum at Roberts
Ranch 277 353
Marco Island Historical Museum 1,753 2,264
Museum of the Everglades 1,432 1,296
Naples Depot Museum 493 1,494
TOTAL 4,578 6,062
9.B.1.1
Packet Pg. 378 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
16%
6%
17%
58%
3%
Full-time Collier Resident Part-time Collier Resident Florida resident (not Collier County)US resident (not Florida)International
Where are you from?
9.B.1.1
Packet Pg. 379 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
How did you hear about us?
0 5 10 15 20 25 30 35
Chamber of Commerce
Newspaper Ad
Radio
Newspaper Article
Magazine Article
Magazine Ad
Social Media
Web Search
Word of Mouth
Other
9.B.1.1
Packet Pg. 380 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Please explain why you would or would not
recommend this museum to others.
All is amazing. I will recommend it Fun
Best trains in town Great resource in area
Well maintained and informative Well organized and maintained
Awesome Yes, we will come back
The place is great The exhibits and very meaningful
It’s cool Very historical
Free! Fun activities for kids I would recommend this museum to learn the history of Naples
It is so amazing Excellent History
9.B.1.1
Packet Pg. 381 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Customer Satisfaction
Mean Maximum
Please rate your overall experience
with this Museum.4.76 5.0
How satisfied were you with the
service you received?4.70 5.0
How likely are you to recommend this
Museum to a friend or colleague?9.55 10.0
9.B.1.1
Packet Pg. 382 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
How likely are you to recommend this Museum to
a friend or colleague?
9.B.1.1
Packet Pg. 383 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Current
Exhibits
9.B.1.1
Packet Pg. 384 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
Viewed from Above
Collier Museum at Government
Center
May 17 –August 20, 2022
colliermusems.com
Photographers have taken to the air over Collier County
for almost a century.Viewed from Above displays some
of the aerial photos that have been preserved in the
collection of the Collier County Museums. Airbourne
photographers captured the unique landscape of
Southwest Florida from a vantage point that many of us
never see. Captured from above, changes to the
landscapes and towns of our county are documented over
time, showing us how places have changed or stayed the
same over the years. The exhibit also contains
contemporary drone photography to provide a “then and
now” comparison of some of the historic landscapes and
landmarks of Collier County.
All Collier County Museum locations offer free
admission.
9.B.1.1
Packet Pg. 385 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : 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.1.1
Packet Pg. 386 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 387 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : 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.1.1
Packet Pg. 388 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 389 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
9.B.1.1
Packet Pg. 390 Attachment: Part 2 May 2022 TDC Marketing Partner Report (22256 : Marketing Partner
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 11.1
Item Summary: Tourism Staff Reports
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/12/2022 9:07 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/12/2022 9:07 AM
Approved By:
Review:
Tourism Paul Beirnes Tourism Division Completed 05/12/2022 9:12 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 05/12/2022 9:27 AM
Tourism Paul Beirnes Director Completed 05/12/2022 9:39 AM
County Manager's Office Geoffrey Willig Deputy County Manager Completed 05/13/2022 2:33 PM
County Attorney's Office Colleen Greene Attorney Review Completed 05/13/2022 3:24 PM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
11.1
Packet Pg. 391
Paul Beirnes DIRECTOR ACTIVITIES – April 1 - 30, 2022
TASK
2022
Strategic Planning Projects 15
Collateral Development 65
Staff Planning & Development 36
New Projects 6
Current and Upcoming Significant Strategic Initiatives
Travel Sentiment: It is not surprise that the travel industry is again becoming very cautious. With an
abundant amount of negative economic influences being experienced by consumers, we have started to
witness indicators of travel weakness that will assumably impact summer visitation. A recent article in
Wall Street Journal outlined the numbers that consumers are navigating compared to a year ago
including the following: Inflation in March alone rose 8.5% compared to the same month a year earlier /
gas prices are up 50% from last year / consumer price index is the highest rate in four decades / Hotel
costs have increased 30% / airline fares are up 24% / vehicle rental costs have increased 14%. There is
strong indications that the travel industry will see a significant cooling off in the months ahead. With
that said, the CVB and our agencies had long anticipated and planned or this possibility by diversifying
our target markets. We will continue to monitor and adapt with immediate resolve as necessary.
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 May and June.
Board Assignment: Last month I was appointed to the FGCU Presidents Advisory Board on Workforce.
This board meets on a quarterly basis to discuss the impact of tourism, commerce and the workforce on
the region. It is also very instrumental in working with the search firm that is seeking the replacement of
President Martin upon his retirement while ensuring the qualifications for that incoming leader meets
the needs of the region.
PR Manager: The CVB is pleased to announce that an offer was just accepted for the role of PR and
Communications Manager with the CVB. The candidate will be announced in the next 2 weeks as they
leave their current employer.
Monthly Activities
Trade Shows / Tourism Industry Conferences
• Attended the FGCU Presidents Advisory on Workforce board meeting
Tourism Industry & Intra-Division Meetings
• Attended a strategic meeting with representatives of RSW and the Lee County VCB along with
executives with Breeze Airlines relating to expanded service to RSW
• Presented a speech to the Naples Area Board of Realtors group of 120 to discuss and present
the impact and importance of tourism on the community
11.1.1
Packet Pg. 392 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
• Assisted the County Manager’s office to ensure all operational aspects of East Naples Park
became “show ready” for the UP Open Pickleball event. Requiring extensive on-site presence
and trouble shooting
• Hosted several meetings with the organizers as well as Collier County executive leadership
regarding the future of Pro Watercross event in Collier County and the preparation of the 2022
contract
• Hosted a series of meetings with Sports Complex relating to the development of the Naming
Rights document being presented to BCC.
• Attend monthly Florida Restaurant and Lodging board meeting
• Host planning meeting with German trade representative Diamonde
• Host planning meeting with UK trade representative Ommac
Staffing / Development
• Participated in a series of interviews for the hiring of a CRA Operations Manager for Bayshore
Gateway
• Conducted a series of interviews with candidates for the PR Manager role
• Development of a series of job descriptions relating to ensuring optimal strategic staffing and
subsequent meetings with County Manager’s office and HR to align
• 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
• Met with the Sports Complex to discuss approach to attract USA Field Hockey event to
destination
• Conducted a meeting with the executive director of CHUBB Classic to discuss 2023 event and
hotel compression strategies
• Hosted an exploratory meeting with the organizers of a 2023 potential music festival at the
Sports Complex
• Executed an extensive meetings with our agency on database system and acquisition strategies
• Extensive review of creative relating to Spring/Summer media campaign
Marketing / Public Relations/Communications / Sales
• Conducted two interviews with 2 writers with Gulfshore Business for an upcoming July issue on
Tourism
• Extensive involvement regarding the Hispanic Arts event in FY23 and the execution of the Grants
program
• 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)
• Bi- weekly PR agency meeting
• Monthly Paradise Advertising agency meeting
11.1.1
Packet Pg. 393 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : 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
11.1.1
Packet Pg. 394 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
GROUP MEETING SALES REPORT
Lisa Chamberlain, CMP – Group Sales Manager
Reporting Period: April 1 – 30, 2022
2021 2022
Number of Meeting Planner Contacts
36 55 (vs. 51 om Mar; 97 in Feb;
103 in Jan; 84 in Dec / 74 in Nov)
Number of RFP leads sent to hotel partners
52 Leads sent
$25,830,635 estimated
Econ impact
15 leads in 2020 (Slowed
down due to Coronavirus
19)
58 leads sent (vs. 44 in March; 52 in Feb;
86 leads sent in Jan; 73 in Dec; 62 in Nov
and 60 in Oct)
30,848 potential room nights (vs.27,576
in March; 25,719 in Feb; 51,754 in Jan;
21,437 in Dec; 24,681 in Nov)
$19,267,376 Estimated Economic Impact
(vs. $17,341,053 EEI in Mar; $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
1 groups booked
vs (0 booked in 2020; 20
groups cancelled and 15
turned lost due to CV19)
7 groups booked (vs. 3 in Mar; 2 in Feb;
5 in Jan; 3 in Dec; 6 in Nov; 1 in Oct)
Total Room Nights/Econ. Impact for Period
booked
$330,332 direct spending
EI; 276 total room nights
booked
$2,116,617 direct spending EI, 4,154
TRN in April: (vs $222,333 direct
spending EI, 1093 TRN in March;
$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
1
(vs. 0 in 2020)
4 For April (vs 2 for Mar; 3 for Feb;
0 for January; 0 in December; 3 in
November)
-Massachusetts Bankers Assn 2023
Ritz-Carlton Naples
-Univ of TX Enzyme Mechanisms
Conf 2024 Naples Grande
-Pittsburgh Plate Glass PPG 2023
Ritz-Carlton Naples
-Southern Wholesalers Assn 2024
JW Marriott Marco Island
Number of RFPE’s to Contract
1
(vs. 1 in pending rebook in
2020)
1 Massachusetts Bankers Assn
2023 Ritz-Carlton Naples
(vs. 0 for March; 0 for February;
0 for January; 0 in December; 1
in November)
Client Site Visits & FAM’S
1 Chemstation site Nov 21
(vs. 0 - all sites cancelled in
2020)
0 (vs. 5 in March; 1 in February; 2
in January)
11.1.1
Packet Pg. 395 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
Hotel Partner Site Visits 1
(vs 6 in 2020 - 5
hotel/one DMC)
0 (vs. 1 in Mar; 1 in Feb; 1 in Jan)
Number of Shows Attended 0 - No shows this month No shows this month
• Joined the CVB team on February 1, 2021
EVENTS ATTENDED
Hotel & Hospitality Industry networking event
SALES ACTIVITIES
Invited area DOS/DOMs of meeting hotels to our office on Thursday, April 21st for an informal ‘strategic
planning’ meeting for the Group Meetings market for FY 23 FY24. Maura Zhang, who oversees our Midwest
market, was in attendance, as well as Michelle Pirre, who now handles our small meetings market (25 rooms
peak and less), along with specialty markets. Agenda with topics discussed is provided at end of this report.
Committed to be official sponsor of ASAE CEO Symposium for 2024.
Approved and finalized with Paradise Advertising the Vision Video produced for Northstar Meetings, which
will be featured in an upcoming webinar targeting the group meetings market.
Barb Quigley attended Destination Celebration Kansas City on April 5th. 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.
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. 55 leads this month (vs. 44 leads in March; 52 leads in February; 86 leads in January;
73 leads in Dec ; 62 in Nov; 60 in Oct; 47 in Sept; 58 in August)
• 4/1: Nancy Wray with Associated Builders and Contractors requesting info & welcome at LaPlaya
7/21-23
• 4/6: Midwest Market rep call
• 4/6: Working with FSAE to be sponsor of November Meeting Planner Roundtable Aubrie Leigh
Eagerton
• 4/7: Ashley Pencak ScienceLogic – upcoming restaurant recommendations for May meeting
• 4/7: Katie Nunn, Mighty Distributing System re: promoting destination for June meeting
• 4/7: Met with Kerry Latham, representative for Smart Meetings/Bright Media
• 4/11: Reviewing scope of services for Midwest representation contract
• 4/11: Travel Weekly/TravelAge West’s Webinar: Plan your clients’ Florida Getaways – Claudia
Cianfero presented
• 4/12: Candidate interview – Maria Morales for open coordinator position
• 4/14: Registered us for Connect Luxury Meeting for May 2022 and processed
11.1.1
Packet Pg. 396 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
• 4/14: Hotel & Hospitality Industry Networking Event
• 4/15: Kerry Latham discussion regarding upcoming Smart Meetings event
• 4/18: Discussing sponsorship of ASAE CEO Symposium in Jan 2024 at Naples Grande
• 4/22: Southern Wholesalers Association 2024 RFPE opportunity with JW Marriott
• 4/21: CVB Planning Meeting for Group Meetings Market with area DOS’
• 4/26: Met Michael Duve w/ HPN Global at Naples Grande re: C.H.I. Overhead Doors
OBSERVATIONS/TRENDS
Our recent interactions with clients have shown that they are very optimistic about future planning and
direction from decision makers. Clients continue to feel frustration with rates and finding availability, not
just in our destination, but throughout the key resort destinations.
It needs to be mentioned that the very recent fear of what is happening internationally
(Russian/Ukraine…Shanghai lockdown); rising gas prices, increased interest rates, and supply chain issues are
on their radar to watch for future changes in planner’s confidence.
A recent updated survey from the IRF released on April 19th shows that the important incentive market is still
strong.
IRF Pulse Survey: Incentive Travel is a Go!
As disruptions from variants continue, The Impact of COVID-19 on Incentive Travel in 2022 looks at
how organizations are managing their incentive travel programs, impacts to incentive program
budgets, and views on vaccination policies. The IRF surveyed 180 corporate incentive program
owners, meeting planners, and third-party incentive providers about their 2022 incentive travel
programs.
Key insights presented in the new infographic for The Impact of COVID-19 on Incentive Travel in
2022 include:
• 2022 kicked off with high optimism: 86.5% of respondents had incentive travel programs
planned for Q1/Q2
• By Q2, there were high rates of change: 58% reported changes to either date or location
• Shifts to domestic travel: Of those that changed location, 80% moved from International to
domestic
• Impact of vaccine mandates: Only 20% said their attendees would travel less via air if
airlines required vaccines
View the full infographic at The Impact of COVID-19 on Incentive Travel in 2022 webpage.
Our meeting hotels have reported a slight concern over 2024 Group Pace during our recent group meetings
strategy meeting. 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.
11.1.1
Packet Pg. 397 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
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. We have received substantial amount of leads and
anticipate the demand to dip slightly during the summer. 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.
UPCOMING STRATEGIC INITIATIVES
Continue to work with Paradise Advertising on social media content for LinkedIn posts and educational
content. Developing a new email template for the e-scapes monthly email campaign.
We will be representing the destination at the Smart Meetings 3-Day event in Miami in early May. We are
participating in the Destination Reps Celebration in Columbus May 3rd. We are looking forward to attending
a Prestige Global Networking event on May 12th and CONNECT Meetings Luxury Incentive event May 22-24.
IRF (Incentive Research Foundation) is an important event and we will be attending that in early June.
CVB PLANNING MEETING FOR GROUP MARKET
Thursday, April 21, 2022 10am
• Introductions
o Michelle Pirre Specialty Markets & Small Meetings
• Partner Updates
o What’s new
o Deployment
• Trends - State of the market…what are we seeing?
• Booking strategies? Target years 2024/2025 Pace
• Target markets
• Need dates – changing?
• Upcoming events
• Site visits
Recommendations / timeframe / availability
• RFP Enhancements
Guidelines
11.1.1
Packet Pg. 398 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
Procedures
Funds per year FY 2022 / FY 2023 / FY 2024 / FY 2025
Attendees:
Inn on 5th Ave Tammy Smith
Innovation Hotel Victoria Walther
JW Marriott Marco Island Rachel Nemeth
LaPlaya Resort Linda Menshon
Naples Grande Melinda / David
The Ritz-Carlton Resorts, Naples Katelyn Bleiler
Maura Zhang
Michelle Pirre
11.1.1
Packet Pg. 399 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
PERIOD AT A GLANCE 2021 2022
Number of Travel Agent & Tour
Ops Contacts
20 0
Number of FAM’s/Site Visits 1 1
Number of Meeting Planners 1 10
Number of RFP’s Sent
0
10 sent with EIC of
$716,184.06 potential
Number of RFP’s Definite 3 3 groups booked with
910 room nights and
EIC of $535,307.72
Specialty Markets
Michelle Pirre - Sales Assistant 3/1/2022-3/31/2022
Meetings & Events:
April 4, 2022 - Zoom Meeting with Naples Pride, Palm Holdings and Holiday Inn Express regarding Pride Party at
hotel, room block, and rates were discussed for month of June.
April 12, 2022 - Zoom Meeting with Collier Events Committee, hosted by FRLA. Discussions about upcoming
affordable housing meeting, tourism awards committee, 5th avenue events for June.
April 12, 2022- Naples Pride Festival meeting, discussions about festival, entertainment, volunteers and all that
goes with event.
April 14, 2022 - Meet & Greet Tom Schubert, Front Desk Manager at Bayfront Inn at CVB office. The hotel was
recently purchased, we discussed new marketing approaches the property will be taking in the near future.
Scheduled appointment for Michelle & Lisa to visit property to get information about group options at property
and to meet new Sales & Catering Manager, Maci McClaine.
April 22, 2022 - Meeting with Group Sales Manager Lisa Chamberlain and area group hotel Directors of
Sales, for mid-marketing summit brainstorm FY 22-23. Discussions included, rates dates and space as
well as new markets and the assigning of Small Meetings Market to the Specialty Markets plan.
April 22, 2022 - Zoom Meeting with Paradise Advertising and St. Pete Pride regarding sponsorship of St
Pete Pride Festival. Discussions regarding which events the CVB will vendor along with Naples Pride.
Needs for sponsorship including promotional banners and ads for the St Pete Pride Guide.
April 26, 2022 - Zoom meeting with Mike Hernandez, Area Manager for Expedia. Compare ADR as well
as bookings and need dates for Naples Marco Island Everglades.
11.1.1
Packet Pg. 400 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
LGBTQ
The CVB along with Paradise Advertising recently hosted Chris &
Rob Taylor and their two children to the destination for some
fantastic eco tours and adventures. The Family stayed both on
Marco Island and Naples for 2 days each, and captured amazing
video and images from the Everglades, Marco Island and all the
way up to Naples. You can find the incredible highlight of their
trip on their Instagram page @2Traveldads which has already
garnered thousands of views!
https://2traveldads.com/ Blog will be releasing shortly.
Destination Weddings:
The CVB with be hosting a Webinar to the Destination Weddings & Honeymoon Specialist Association on
Tuesday May 10th. This webinar will be live and recorded to be viewed by members of the association
year-round. This is the largest romance travel network in the world consisting of Travel Advisors,
Wedding Planners as well as Suppliers & Destinations.
Small Meetings Market
Pivoting our efforts from the SMERF Market in a more desirable niche market for our destination, it
made sense for the CVB to add the Small Meetings Market to the list of Specialty Markets that Michelle
Pirre is handling. Small Meetings with peak rooms of 25 or less will be considered a specialty. This
market makes more sense for our destination as it relates to our ADR, and will also aid the Group Sales
Manager, so that she may focus on bringing much larger events to the area.
LGBTQ Travel Trends:
1) LGBTQ+ travel is going multigenerational. Especially in the wake of the pandemic, more LGBTQ+
travel groups are expanding to include siblings, parents, and children.
2) This market segment is becoming more adventurous in their trips of choice.
3) These travelers are seeking higher-end experiences, focusing on luxury over budget and bucket-
list over more typical trips.
4) Customization and personalization are key. It is less about going to see the Colosseum in Rome,
for instance, and more about taking a cooking class in someone’s home, going to market to buy
the ingredients, and immersing oneself in the tastes and sights of the local culture.
5) LGBTQ+ travelers are interested in sustainable and responsible travel with an emphasis not only
on protecting the natural environment, but also on supporting the local communities they visit.
11.1.1
Packet Pg. 401 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
UPCOMING STRATEGIC INITIATIVES
May 10th - Destination Webinar to members of the Destination Weddings & Honeymoon Specialists
Association
June 4th - Naples Pride Fest, the CVB along with area attractions will be in attendance to promote the
destination to family travelers for return trips to the destination.
June 25th & 26th - St. Pete Pride - Attending St. Pete Pride as a sponsor/vendor to promote LGBTQ travel
Naples Pride Organization will be partnering with the CVB in our tent.
July 17th-19th- NorthStar’s Small & Boutique Meetings Conference
October 2nd-4th - Group Family Travels Small Market Meetings Conference
11.1.1
Packet Pg. 402 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
GROUP MEETING SALES REPORT - APRIL 2022
Synergy-Connect Midwest Reps -
2021 2022
Number of Meeting Planner Contacts 102 150
Number of RFP leads sent 9 11
Number of Groups booked 1 1
Total Room Nights/Econ. Impact for Period
booked
120 RN / $28,532.40 1630 RN / $546,783.50
Number of RFP Enhancement (RFPE) Requests
Number of RFP’s to Contract
Site Visits & FAMS
Number of Shows Attended Virtual Events Only 1
RFPs
Event Name Organization Contact State Event Date Total
Room
Nights
US Structural Heart NSM 2023 Abbott/HelmsBriscoe Kim Schulteis MN February14-20,
2023
1965
OPDA Spring Event OPDA/Meeting
Expectations
Lisa Neylon IL April 23-25, 2023 82
MHEDA Winter BOD 2023 MHEDA/Helmsbriscoe Amelia Roper IL February 25-
March 1, 2023
87
Sabert 2023 NSM Sabert
Corporation/Conferen
ceDirect
Chris Davis KY February 27-
March 2, 2023
285
Spencer Stuart 2023 Principal
Program
Spencer
Stuart/Meetings and
Incentives
Gail Sullivan WI January 29-
February 3rd,
2023
115
Toyota:TCUV Top 10 Recognition Toyota/Creative
Group
Stephanie
Panagakis
IL March 3-9, 2023 82
11.1.1
Packet Pg. 403 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
2024 Angle Midwest Society of
Orthodontists Annual
AMSO/Helmsbriscoe Bethany
Donatelli
OH February 1-8,
2024
482
Nasdaq 2023 Presidents Club Nasdaq/Helmsbriscoe Cheryl Faust WI February 6-10,
2023
101
Owens Corning-Aircare Contractors
Program
Owens Corning/NHS
Global Events
Alexis Augius IL October 8-13,
2022
299
Holborn Company Anniversary
Celebration
Holborn/Helmsbriscoe Debbie Bequette MN April 12-16, 2023 201
EDPA 2025 Annual Access Multi City
East
EDPA/Helmsbriscoe Danise Brownlee NE November 29-
December 7,
2025
906
CHS Elite Customer Experience
Definite JW Marriott
Helmsbriscoe Mary Medcraft MN February 4-11,
2024
1630
VIRTUAL EVENTS ATTENDED
Destination Reps Quarterly Meeting
PROSPECTING and OTHER ACTIVITIES
● Attended Destination Celebration Kansas City (70 planners in attendance)
● Followed up Destination Reps Bulls Event attendees
● Reached out by phone and/or email to all new leads in April
● Reached out by phone and/or email to December through March tentative accounts
● Lunch appointment with Gregg Lapin – American College of Healthcare Executives
● MPI – Chicago Area Chapter Spring Educational Program
● Phone calls made to Columbus Contacts for Destination Celebration Event
LOOKING AHEAD
● May 3rd, 2022 – Destination Celebration Columbus, Ohio , BQ attending
● May 12, 2022 Prestige Global Event Chicago – BQ attending
● May 22 - 25, 2022 - Connect Luxury Incentive, Puerto Rico - MZ attending
● June 1, 2022 – PCMA Greater Midwest/IEEE Education program – Event Sponsor
● June 1 - 4, 2022 - IRF Invitational, Punta Cana - 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
● July 14, 2022 – Destination Reps Top Golf Event, Schaumburg, IL BQ attending
● August 19, 2022 -SITE Cubs Rooftop Event
● August 24th, 2022 GPS Events Chicago – BQ attending
● September 7, 2022, Destination Celebration Minneapolis, BQ attending
● October 6, 2022, Destination Celebration Indianapolis, BQ
11.1.1
Packet Pg. 404 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
● November 30-December 1, 2022 -Association Forum Holiday Showcase
● January 9-12, 2023 PCMA Convening Leaders, Las Vegas (Pending Approval)
11.1.1
Packet Pg. 405 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : 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
1288 Virtual 544
Number of Tour Operator Contacts
0 27
Number of FAM’s/Site Visits
0 0
Number Shows/Sales Missions 1 virtual 1
EVENTS RECAP:
April 11, 2022 - Florida Summer Escapes Webinar
We do two webinars each year with Travel Weekly. One in the Spring and one in the Fall. These
webinars are very well marketed and attended. We concentrated on what’s new in the destination for
domestic travel advisors. I also sent them the Florida’s Paradise Coast Specialist Program information to
get more trave advisors enrolled in the course. The Palm Beaches, Visit St. Pete/Clearwater, Greater Ft.
Lauderdale, Ft. Myers along also presented. Below are the webinar metrics.
April 27 – 29, 2022 – Visit Florida Spring Sales Mission and Trade Show
Visit Florida put on a sales mission for partners to Montreal and Toronto for 13 partners. We
participated in the Toronto portion to re-introduce the Paradise Coast to this important feeder market.
We have direct airlift into RSW with Air Canada and Westjet. We met and networked with Airlines, tour
operators, travel advisors and media in a series of pre-arranged VIP dinners, tradeshow and receptions.
11.1.1
Packet Pg. 406 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
Now that the border is open and there is no required testing to return to Canada, travel to the U.S. is
back. There is still a lot of pent-up demand in Canada because restrictions have just recently been lifted.
Travel is back with Air Canada indicating that as of April 15, 2022 they were back up to their March 13,
2020 PAX volume to FL; their number one destination.
Porter airlines indicated that RSW will be added either by the end of this year or within 5 years. The
startup airline, Canada Jetlines also indicated that RSW could be a possibility in the future.
We also had 3 articles published by the media that attended our tradeshow portion.
https://www.travelpress.com/a-taste-of-florida-brings-sunshine-to-toronto/
https://openjaw.com/newsroom/on-the-town/2022/05/02/5-cool-things-you-may-not-know-
about-florida/
VISIT FLORIDA touches down in Canada with news of “tremendous visitation growth” -
Travelweek
Travel Agent Academy
Our travel advisor training continues to do well and I keep promoting it at tradeshows, webinars and any
meetings I attend.
Latest report snapshot from April 1 – 30, 2022
11.1.1
Packet Pg. 407 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
Compared to March:
Upcoming Strategic Initiatives:
ASTA South Florida Spring Event – May 23 – 24, 2022
11.1.1
Packet Pg. 408 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
Powered by
TDC REPORT
LATAM
BRAZIL
TRADE & PR ACTIONS
• 370 Travel agents trained
• 51 Sales Calls to check opportunities to foment Paradise Coast sales in Brazil
• 77 Media Calls
• 8 Press Releases
Strategies in Progress:
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 distribuition 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 brunchs where we will have a training
section about Paradise Coast for travel agents that already sell Florida.
11.1.1
Packet Pg. 409 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
ARGENTINA
● 78 Agents Trained / 20 sales calls
● Actions with Trade: 20 sales calls
● 78 agents trained
● Special trainings to Carnival and its travel agencies, Tucano, Ricale and Action Travel and its travel
agencies as well to Biblos
● Coop Campaign results with TTS F up
● 1 media call @tanviajeros LGTB travel couple: they want to make a proposal to visit Naples. We are
still talking about it.
● 1 media call @floxie10 one of the most important travel influencers: she is going to the IPW and she
is considering the possibility of visiting Naples after the event.
● 2 publications:
Mensajero
https://mensajero.com.ar/2022/04/04/reconocimiento-para-paradise-coast/
El Diario de Turismo
http://www.eldiariodeturismo.com.ar/2022/04/01/el-convention-visitors-bureau-de-naples-marco-island-y-everglades-gana-el-premio-
presidente-en-la-65a-premiacion-anual-hsmai-adrian-awars/
CHILE
• 20 targeted sales calls to promote & develop the PC.
• 15 Successful Contact
• 2 Post Instagram.
• 1 in Webinar Section
• 1 mailing
• 7 Scheduled Meetings Via Zoom.
COLOMBIA
✓ Along April, CO team made 3 training seminars (55 trained travel agents), 11 meetings in Medellin,
second main city in Colombia, to search for opportunities to develop commercial actions.
✓ 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: due high occupancy in PC, it was requested to change the travel date for
September or October. Campaign will run Jun to Sep. Expected goal: Between 100 – 200 RNs to be sold.
• Price Travel Co-Op: creatives for the sales campaign were approved by PC. Run dates: May 18th – Jun
25th
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MEXICO
• 20 Targeted sales calls to promote and develop the PC.
• 148 Travel Professionals trained during April
• 5 Media Meetings
• Participated NAO Travel Collection Traning Day
• Participated in training sessions with Viajes Palacio & Viajes Intermex
• Began planning Destination Visit Pre-IPW
• 57,300 Media Impressions with a total value of $6,400 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&returningFromAirport=RSW&tripMode=unde
fined&tripCabin=undefined&QuoteList=true&QuoteFlight=true&keyWordId=0&keyWordTable=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
• 2 press publications:
https://www.invertour.com.mx/nao-trade-show-un-exito/
https://vidalturismo.com/10347-2/
• Achieved 291 Facebook followers and 15 Facebook Posts translated to Spanish.
Strategies in Progress:
• Ongoing Educational Efforts with Various Partners
• Pre-Planning for IPW 2022 & Destination Visit
• Product & Package Development
• Ongoing sales calls with key operators.
• Finalizing of campaigns with VidalTurismo & Invertour
• Analyze opportunities for FAM Trip & IPT.
Monthly report highlights to Finance:
• 5 Media meetings.
• 57,300 Media Impressions with a total value of $6,400 USD.
• 291 Facebook followers and 15 Facebook Posts.
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MONTH/YEAR: APRIL 2022 UK & IRELAND OFFICE
HIGHLIGHT OF THE MONTH:
Travel Agent virtual training event – with US Airtours, Visit Florida and partners –
26 & 27 April 2022
We participated within the virtual training event co-hosted with Visit Florida and additional
destination partners including Kissimmee, Miami, Bradenton, Anna Maria Island, Longboat Key
and Florida‘s Paradise Coast. This was an interactive event, where agents had the opportunity
to have a cocktail making competition. Visit Florida provided the cocktail making kits. We had
the opportunity to have our video displayed and a brief overview of the destination plus a
question where the agents could win prizes. 145 agents attended over both events.
See below social post promoting the event:
UK & IRELAND MARKET UPDATE:
The war in Ukraine continued to dominate headlines and its impact was felt in the UK with supply
chain issues causing higher commodity prices and shortages. Most of the UK's sunflower oil comes
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from Ukraine, which has resulted in restrictions applying to that product as well as olive and
rapeseed oils at some supermarkets.
The UK housing market is continuing to see demand for properties outstripping the number of
homes on the market, with prices rising by 12.1% in the past year. Employment levels have also
been relatively steady, despite the pandemic, which has helped to keep demand high. This
demand has pushed up house prices, despite householders also facing higher food and fuel bills.
Whilst the travel industry continued to recover there were chaotic scenes at airports in the UK as
hundreds of flights were cancelled during April, leaving thousands of travellers stranded or waiting
for hours. Heathrow, Gatwick and Manchester were all affected as BA and Easyjet were forced to
cancel up to 100 flights a day. The Transport Secretary blamed airports and airlines themselves
for the disruption, which has largely been due to a shortage of available staff (both due to covid
and a general shortage in the industry) with a sudden surge in demand in air travel, as restrictions
are eased in a number of popular destinations around the world.
There was further chaos in the industry as it was reported that one million British travellers could
miss out on a booked summer holiday due to passport processing delays of up to 10 weeks. Hold-
ups, caused by a surge in demand post-pandemic, could cost £1.1billion in cancelled trips this
summer, according to the Centre for Economics and Business Research.
The Times reported that holidaymakers are now booking holidays only a couple of months before
departure as they monitor destinations’ coronavirus policies and seek to limit the risk of
disruption. Members of Advantage Travel Partnership, the UK’s largest consortium of travel
agents, said that 40% of all bookings were now for travel within the next 12 weeks. Passengers
are also reducing the number of short trips they take and opting instead for one longer break,
partly to reduce their air miles but also to avoid Covid bureaucracy.
The news that most major U.S. airlines are to end the mask requirement on flights, a policy
carriers have had in place for nearly two years, was met with enthusiasm and hope that the US
test requirement will also soon be dropped.
TRADE OVERVIEW
April has continued the 2022 trend of being a positive month for the UK travel trade, with many
operators and agents reporting record booking numbers when looking later into 2022 and ahead
to 2023. Many destinations also relaxed restrictions in terms of testing on arrival when travelling
from the UK. However, the immediate travel picture in the UK has been affected quite
significantly, with late March and April 2022 travel disrupted throughout the UK due to staff
shortages for airlines and airports, resulting in many having to delay or even cancel trips during
this period, especially during the busy Easter weekend.
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These issues have led UK transport secretary confirming that measures to speed up recruitment
of airport staff will be put through parliament at the end of April. The government will allow
airports to begin training staff without security clearance, with screening taking place while new
staff undertook training that was not security sensitive. As the summer rush begins, the
government is confident that this will help to avoid a repeat of the chaotic scenes at airports seen
at Easter.
The trade are continuing to report positive numbers in terms of UK bookings. According to Travel
Counsellors, March was the most successful sales month since the start of COVID,. The home
working group says UK leisure sales for the month were up 149% and corporate sales were up
120% on the same period in 2019. On average, holiday spend has increased 20% on 2019 levels,
with clients upgrading trips. UK holidaymakers are now beginning to plan slightly more ahead, on
average, making bookings about 100 days prior to the departure date. Travel Counsellors has
already generated nearly £60m of departures for 2023, which it says is an increase of 63% on
sales for 2020 departures at the same time in 2019.
This is supported by consumer surveys, such as Nationwide’s and Lloyds’. Nationwide reported
that spending on holidays, flights and cruises showed healthy increases in March 2022. Their
Spending Report tracked debit and credit card transactions and direct debit spend during the
month, finding holiday purchases had risen 19% compared with February, with cruises up 17%
and air travel up 15%. The amount spent on holidays reached almost £286 million, up 247% on
March 2021. The number of transactions, 1.7 million, increased 21% compared to February and
375% year on year.
The tourism industry was the fastest growing sector of any sector last month, according to new
analysis by Lloyds Bank. According to the company’s UK Recovery Tracker, the number of sectors
reporting output growth rose from 10 to 12 out of 14 in March – eight of which saw faster month-
on-month output growth, four more than February. Tourism and recreation, which includes pubs,
hotels, restaurants and leisure facilities, posted the fastest growth of any sector in March, with a
reading of 68.5 compared to 58.8 in February. A reading above 50 signals output is rising, while
a reading below 50 indicates contraction. The sector’s activity was said to have been bolstered
by holidaymakers booking more trips abroad following the easing of travel restrictions and an
increase in city-centre footfall.
In airline news, United has unveiled plans to rapidly expand its UK and European schedule for
summer, following the launch of its Boston-Heathrow service earlier in April 2022. The airline will
launch or resume 30 transatlantic flights between mid-April and early June to destinations
including the UK, Italy, Switzerland, Germany and France. New daily flights between Boston and
Heathrow began on April 14, adding to United’s non-stop services to Heathrow from its seven
hubs. The carrier’s transatlantic route network will be more than 25% larger than it was in 2019.
Wizz Air has predicted a heavy loss for 2021/22 but said its capacity in the next three months will
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be 30-40% ahead of 2019. In a trading update, the budget carrier predicted a loss for the year
ending 31 March 2022 of between €632 million and €652 million. It forecast an operating loss in
its final quarter of 2021/22 of between €190 million and €210 million, ahead of forecasts, due to
a stronger trading environment. The carrier, which operates 153 aircraft, said it was ramping up
operations “and crewing for a busy summer flying programme”, with capacity more than 30%
ahead of 2019 in the April – June 2022 quarter and more than 40% ahead of 2019 in the July –
September 2022 quarter.
EVENTS
UPCOMING EVENTS 2022
DATE SPECIAL EVENT LOCATION
11-13 May Visit Florida co-sponsored VIP trade event Hampshire
May Launch Vacaay consumer digital outreach UK & Ireland
May Launch agents incentives for virtual training 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. 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 – Appreciation event 11-12 May 2022
We are working in preparation and now registered to participate with this trade interactive
activity in Southampton – this is a co-hosted event with Visit Florida global marketing and trade
team, including CEO, Dana Young and partners, at a sailing event. We will have the opportunity
for individual meetings, hospitality and networking to promote continued and future travel to
Naples, Marco Island & the Everglades – with the aim to educate and inspire our destination as
top of mind with the travel industry marketing efforts. The additional partners include: Daytona
Beach; Florida Keys; Ft. Myers; Renty; Central Florida; St Pete/Clearwater and Universal
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Orlando. We will receive branning on an individual boat and will have a number of UK travel
industry on our team. This is the first in person event for Visit Florida in the UK.
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 deal 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
buyers selling USA. NAC provides this excellent 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 attend and providing additional networking to encourage quality time for
dialogue and negotiations. We are aiming to participate at an elevated level which will include co-
sponsorship and booth participation to generate more awareness of the destination.
Travelplanners / US Airtours
We are working closely to maximise our co-op marketing activity launched in 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. See examples below of the campaign:
Below post with JW Marriott Marco Island Beach Resort as the CTA. This was approved by the
JW Marriott.
April 2022
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US Airtours Offer Post – B2B
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Travelplanners website Banner – B2C
Vacaay – Consumer digital outreach
We are progressing with this promotion within 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 (CTA) 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 is
Platinum Travel. We aim to launch late May
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
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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.
British Airways Holidays – British Airways / Visit Florida co-op marketing
Final documentation with Visit Florida and BA now with Paradise Advertising and completed. 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.
Visit USA Ireland - virtual market update - 5 April 2022
Attend this virtual event – very encouraging updates regarding increased travel to US from the
Irish market and reintroduction on new and reinstated flight programme. More details include
within the market update above.
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 Travel Week – September 2022
Following up on activity required for this event.
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.
Mail House: Maintain distribution of CVB literature for consumer and trade requests - ongoing.
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MEDIA OVERVIEW
Trends
This month saw Easter breaks, UK getaways and cruise news all being heavily featured across
the broadsheets. The first two weeks of April saw a wave of inspirational travel round-ups focusing
on Easter destinations for 2022; The Sun on Sunday published an article titled ‘We’ve got Easter
breaks cracked’ whilst The Sunday Times featured a round-up titled ‘Cracking Easter breaks’
including the UK, short and long-haul destinations. Meanwhile, The i focused solely on UK Easter
escapes in an article titled ‘Chocs away’.
As airport and flight chaos continued, UK getaways remained with a strong position in the papers
with a number of publications running articles on the perfect UK break. The Mail on Sunday ran
a feature on the Isles of Scilly in the UK titled ‘Who needs the Maldives? Isles of Scilly’ whilst The
Sun featured ‘Sun it on the Isle of Mancs’. In addition to this the Metro, The Times, Sunday Mirror,
Sun on Sunday and the Guardian all printed main features on the UK. Cruise news was featured
throughout the month of April suggesting that cruise bookings are on the up with the Sunday
Express reporting P&O's news on its latest ship set to showcase a rum distillery on board and The
Sun reporting a new generation of cruise ships at Vigo Cruises. Other news comes from the Daily
Express reporting an increase in demand for river cruises.
Other prominent themes and news in travel sections throughout April included travel features in
relation to the Queen’s Jubilee, destination deals, railway holidays and European getaways. The
latter took the form of round-ups and late deals in The Sunday Times, Mail on Sunday, Sun on
Sunday and The i. Other deals included long-haul destinations such as Barbados, Mexico,
Dominican Republic and Indonesia.
Media Updates
April saw a number of changes on the journalist front. Sarah Notton has been appointed Editor
for Be Healthy magazine however, she will continue to be Editor for Preferred Travel, also
published by Think Publishing. Josephine Platt has left her role as Editor at Culture Trip to
freelance across travel and lifestyle. Trade publication changes include Chris O’Toole who left his
role as Editor at Breaking Travel News, it is yet to be determined where he will be working next,
whilst freelance journalist, Clare Vooght, accepted a position as Features and Supplements Editor
at Travel Weekly. With over 10 years working with Irish magazines, Emer Roche has been
appointed Editor-in-Chief at Ireland’s Travel Trade Network.
This month has seen the emergence of new publication ROADBOOK. ROADBOOK is an
independently owned and independently minded digital space for the world's creative travellers
pulling together long reads on the future of travel, city guides, narrative photo essays and
interviews with leading creatives around the world. The publication aims to build a network of
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like-minded individuals on their own physical and personal journeys.
There has been a significant increase in the number of press trips and media events with April
being the busiest month since March 2020. This is expected to increase as travel continues to
thrive.
PUBLIC RELATIONS ACTIVITY:
Individual:
● New attractions, tours and experiences in Florida’s Paradise Coast
Key Messages:
● Four Seasons Beach Club opening
● Reinstated airlift from UK/Ireland, and newcomers Norse (previously Norwegian Airlines)
Multi-destination roundups:
● Protected areas - Earth Day
● Destinations to Splash the Cash
● Destinations for longer-stay holidays
TravMedia Requests:
● Travel Bulletin - Luxury Holidays
● Euronews - Multi-generational holidays
Media Visits – all shared with CVB PR team:
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 was 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). After discussion we decided to politely decline this opportunity as Florence also
needed flight support and it was decided the ROI would not match up to the investment. We did
however, invite Florence to get in touch again in the future if other opportunities arise.
Publication: Outdoor Photography / B+W Photography
Journalist: Lauren Jarvis
Dates: 24-26 June 2022
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Opportunity: Working closely with Visit Florida, Lauren is keen to add the Everglades to her
IPW trip. She was interested in the Clyde Butcher gallery and potentially arranging an interview
with him. Lauren is keen to experience a Cypress swamp tour. Sadly we have declined this
opportunity as Clyde Butcher is not currently hosting personal interviews and there was a lack of
available accommodation to support the trip.
Media Meetings, Industry Webinars and Events:
● Alex Watson, Caught Snackin’/Caught Travellin’
● Ben Winstanley, Hedge
● Cathy Toogood, Freelance
● Claire Hewitt, Reach PLC
● Fay & Matt Doyle, This Expansive Adventure
● Jack Baine, Good Broadcast
● Josh Barrie, The Good Food Guide
● Mike Gibson, Foodism
● Molly Codyre, Foodism
● Rebecca Hallett, Freelance
Events
On 5 April, the team attended the TravMedia Awards, one of the most highly regarded award
ceremonies in the travel industry. Networking with a range of media from consumer to trade,
journalists such as Adam Turner, James March, Jessica Vincent, Portia Jones and Richard Collett
were in attendance.
On 27 April, Black Diamond were guests at the Telegraph Media Springs Drinks, with the
editorial and commercial team. The PR team spoke with the likes of Ben Ross and Claire Irvin.
Webinars
BF Media presents: Sky News Radio, Broadcast Journalist Kiran Bhangal
PUBLIC RELATIONS – Achieved Coverage
DATE PUBLICATION
MEDIA
TYPE JOURNALIST HEADLINE REACH EAV ($)
10.04.22
Sunday
Telegraph Print
Chris
Leadbeater Florida for Adventures 248,288 6,481
10.04.22
Telegraph.co.
uk Online
Chris
Leadbeater
10 reasons why Florida is
Britain's favourite US state 25,973,240 8,010
12.04.22
ITTN
Newsletter Newsletter Jack Goddard
8 Sanctuaries and Nature
Conservation Areas Around the 151,000 3,953
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World
12.04.22 ITTN Online Jack Goddard
8 Sanctuaries and Nature
Conservation Areas Around the
World 220,940 4,419
14.04.22 Irish Daily Star Print NA
The world's best sanctuaries and
nature conservation areas 184,000 5,469
22.04.22 Travel Daily Online
Thomas
Morris
Earth day 2022 - travel
sanctuaries around the world 19,500 481
TOTAL 26,796,968 $28,813
MEDIA COVERAGE HIGHLIGHTS:
● See attached coverage via Wetransfer
● Highlights below
● Social media highlights below
Social Media Summary
Instagram seeks to highlight “original” content
In a bid to highlight more original content, Instagram has announced it will penalise users for
resharing other people’s content. The app will do this by changing the order posts appear in the
news feed, with repurposed content losing out on exposure.
The platform plans to use technology which scans the videos to see who’s in it and detect if it
has been posted before. The announcement comes alongside numerous other changes Instagram
is looking to introduce to fix problems with stagnant users and threats from other apps such as
TikTok. Most recently, it is said they’re testing a feature which allows users to pin a post to their
profile.
TripAdvisor calls all travellers to kick off summer season with ‘Write a Review Day’
Taking place on 3 May, TripAdvisor is calling all travellers to brush up on their writing skills and
get ready to turn their memories into valuable reviews in celebration of Write a Review Day. The
aim of the campaign is to encourage travellers to share their post-pandemic travel experiences,
whether that be staying in a fantastic hotel or visiting a new restaurant, with the intention of
helping the still recovering tourism and hospitality industries.
TripAdvisor has partnered with ‘Days of the Year’ to make Write a Review Day official and has
released a step-by-step guide on how to create the perfect review.
The campaign launched on TripAdvisor’s social media channels with a highlight dedicated to
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‘writing a review’ which includes the slogan ‘share more feel good’, the hashtag #writeareview,
a live countdown to 3 May, and an ‘add yours’ feature which asks viewers to share an image from
the last trip they took, all in the name of promoting the campaign.
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APRIL 2022
EUROPEAN SALES & MARKETING
prepared by on 4 May 2022
SUMMARY OF ACHIEVEMENTS
TOUR OPERATOR ACCOUNTS
Germany
o FAIRFLIGHT Touristik GmbH, Kristian Lehmann, General Manager, Germany
NAP Sales
FAIRFLIGHT has reported that sales are picking up for Florida and therefore we have sent new brochures for
their clients.
o go2travel, Michael Boetschi, Managing Director, Switzerland
NAP Marketing
We have finalized our campaign with go2travel, the in November 2021 established Swiss USA TO specialist,
in April. The campaign included the launch of two insider tips from Paradise Coast. Which were followed by
social media postings.
We have also already briefly spoken to Michael and discussed a potential ne w campaign for FY 22/23
including a broadcast within a Swiss radio show. Details tbd.
o Bike the Best, Micky Kern, CEO, Germany
NAP Sales
We have secured that Bike the Best will visit and familiarize with the destination during their pre IPW site
visit to Florida. Bike the Best is a long-haul USA motorcycle specialist.
They will be in the area May 30- June 2, the Hilton Naples, gladly offered them an industry rate. They will be
doing site inspections and explore the area.
We have secured that after their return they will include Paradise Coast directly with their next newsletter
send to 10.000 addresses.
o FTI Touristik AG, PM North America, Nadine Mirbach, Product Manager FL, Switzerland
NAP Sales
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We have successfully secured and confirmed our participation within the FTI Florida FAM in July 2022.
There will be 18 top selling travel agents and 2 FTI escorts accompanying the FAM. They will be visiting
Tampa, St. Pete Clearwater, Crystal River and Paradise Coast. Details tbd.
o TourConsult International, Andreas Fraissl, Owner, Germany
NAP Marketing
Secured and confirmed a marketing campaign with TourConsult, which is a small, specialized tour operator,
with whom we work together for the last couple of years.
This online B2C campaign includes: our destination to have 2 dedicated features within the B 2C newsletter
send out to 7,000 clients as well as we will have our landing page online for one more year, our newest
destination video on the website and 4 Instagram/Facebook posts on TourConsult fan page. The cost of this
campaign is 2000 USD.
o America Unlimited GmbH, Timo Kohlenberg, Owner, Germany
NAP Marketing
America Unlimited had to postpone/cancel our already approved guerilla campaign due to a problem with
the umbrella producer. The campaign is now postponed to FY 22/23.
Instead, we have now secured and confirmed an on & offline cross marketing campaign “Quiz Taxi & video
shoot” with America Unlimited and again partnered with the CVB The Palm Beaches.
The campaign includes the following, America Unlimited will purchase an electric car and fully br and this
with Naples and Palm Beach Quiz taxi branding (As a backup info Quiz Taxi was a popular TV show in
Germany). Pedestrians on the streets will be asked to join a ride, in which they will have to answer questions
about the destinations. Each correct answer will earn them a travel voucher of 100€, which can be used to
travel to our destinations.
Everything will be filmed, and the best parts will be cut into one hero spot and put on YouTube, where this
will get another promotion to a broader audience with an extensive ad campaign. The recording will take
place of a period of 1-2 days. The video produced will include footage of our destinations. Aside from the
huge promo, this will educate people of our destinations.
Promotion of the video will be via YouTube Ads, Facebook Boosts and America unlimited E -News. Expected
views on YouTube will be 20.000- 25.000. To incorporate a call to action a sales package will be advertised
within the e-news to 150.000 clients.
Timing would be June 2022. Cost will be 7,500 USD per destination.
o Flamingo Company Fernreisen GmbH, www.usareisen.de, Doreen Sell, Marketing Director, Germany
NAP Sales
We could secure the program for Doreen, on her post IPW site visit through Florida.
Doreen will be doing a kayak tour with Everglades Area Tours, will be doing the Sunset Dinner Cruise with
the Naples Princess and will be visiting the Botanical Garden.
Further details tbd.
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Packet Pg. 428 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
TRAVEL AGENTS
o TUI Reisebüro, Vanessa Arabatzianis, Travel Agent, Germany
NAP Sales Interaction
TA is located in a well-situated district of Stuttgart in a shopping street where many stores for daily needs
are available. TA's presence has been ubiquitous for many years, and the staff also has a long -standing
relationship with high-end customers. Vanessa describes the majority of customers as couples and single
travelers; families with young children continue to be rather absent from the customer base.
After an increased demand in the first quarter, the Ukraine conflict seemed to have stop ped the wave of
inquiries at first, but since the beginning of April, especially short -term inquiries are increasing again.
The office offers in comparison to many other travel agencies in Stuttgart also ONLY FLIGHT offers and all 4
employees travel themselves much and gladly.
NAP
Inquiries for USA have risen sharply again, and flight connections play a big role in putting together trips.
Florida has become a year-round destination and Vanessa is on top of Condor and Eurowings Discover
routes. Southwest International Airport, she says, is a very attractive route and will open up a lot of
opportunities for the east side of Florida. The pandemic has put a lot of focus on direct flights. It would be
desirable to find these flights as part of the package and not just as Fly&Mix at TUI.
EVENTS
o Eurowings Discover Roadshow (activity took place in March)
Date & Place 14.-19. March 2022 Düsseldorf, Frankfurt, Baden-Baden, Nürnberg, Munich
Nr of attendees 424
Profile of event The roadshow was held as evening events, as Eurowings Discover is a new brand of the
Lufthansa family they initiated this roadshow for their long-haul destinations.
Each evening event was kicked off with a travel market, where we as Paradise Coast
had our own table with info’s, brochures and our presence, where the agents could
come by and get information and insider tips from us.
After that there was a dinner and presentations with time to network with the agents
and other partners.
Profile of
attendees
Travel agents from these areas mentioned above
General feedback It was a very successful roadshow covering 5 evenings and personal contact with travel
agents was very efficient.
The agents were really excited to finally attend an event in person again. This roadshow
was one of the first in person events they participated in.
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Packet Pg. 429 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
We were busy at our table throughout each travel market time, explaining and
introducing the destination and also share insider tips and highlights - especially the
highlight of our new direct flight to RSW from Frankfurt - which as a huge win and travel
agents really appreciate this new flight route.
MARKETING
o Facebook fan page
#posts:9 #fans:15.840
Please find down below the most successful posts in April:
#1 22.04.2022 Old Naples, reached 1623, 93 interactions and 79 likes
#2 20.04.2022 Everglades, reached 1384, 140 interactions, 47 likes
#3 17.04.2022 Gordon Rover Greenway, reached 946, 43 interactions, 17 likes
o Newsletter inclusion Visit USA Belgium
We have successfully secured a spot in this month’s Visit USA Belgium newsletter with the theme on Paradise
Coast's beaches. The newsletter was sent 31st March 2022.
Please find the newsletter here: https://mailchi.mp/0e49f4483471/visit-usa-belgium-newsletter-mai-
11454394?e=900e96a63b
o Marketing Campaign Weg.de
We have secured and confirmed our participation within the marketing campaign with We g.de and Visit
Florida as well as the following Florida partners: the Florida Keys, Bradenton and Tampa.
Weg.de is a B2C online platform for long-distance trips, short trips, city trips etc. the website has a total
audience per month for the German market of 6.3 million unique users. Weg.de will create a general landing
page/micro site and for each participating partner their own landing page, space for logo, images and texts
(highlights of the destination, experiences), there will also be hotel offers on t his landing page as well. For all
other activities, such as e-newsletter, banners and social media, each partner will be included with logo and
the imagery will be used from Visit Florida. There will be a detailed reporting after the campaign.
The goal of this campaign is to increase awareness to Florida and our destinations and increase sales. Timing
of the campaign will be mid-May to end of June, 2 months total to the German and German speaking
markets. The target audience is long-haul, high spenders, luxury travelers and silver surfers.
o Facebook ad
We implemented a NAP Facebook ad. The ad is running 4 weeks in April and May have already reached
35.911 people in DACH with high travel intentions and USA interest. The ad so far has generated 134 pages
likes.
o Newsletter inclusion Visit USA Germany
We have successfully secured a spot in this month’s Visit USA Germany newsletter with the theme on
Paradise Coast natural beauty. The newsletter was sent 8th April 2022 to over 25.000 addresses. Pleas e find
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the newsletter here: https://mailchi.mp/a6002964e204/vusa-news-22018-der-usa-newsletter-fr-den-
counter-4276139?e=8ed91d9a8c
MEDIA / PR
o Media request “Reisereporter”
We have successfully secured and confirmed the media individual FAM with Reisereporter, a media trip is
part of our joint campaign with VISIT FLORIDA and CANUSA. Reisereporter is Germany’s largest online travel
medium with an exciting interactive online storytelling platform.
The media coverage with this opportunity is outstanding, especially since online, print and social media
activities are planned [online reach 4.7 M; print reach 2.1 M; social media (o wned) over 76k followers].
One of the journalists from the Reisereporter outlet is visiting Paradise Coast 10 -12 May (besides the other
campaign FL partners) for on site content production, the focus on experiencing the newly created round
trip with CANUSA “Green Route” and its highlights. Upon returning to Germany, Reisereporter will proceed
with the production of campaign elements scheduled for launch in June.
PROJECTS
o NAP conference call
We have held a conference call with Paul Beirnes and Claudia Cianfero, to catch up and share information
from our respective markets on April 6th, 2022.
o Registration Visit USA Austria seminar
We have registered for the Visit USA Austria Seminar in November 2022. The first Visit USA Austria event
since the pandemic.
CONSUMER
o Brochure fulfillment: 6 in total
HIGHLIGHTS IN MAY 2022
o Journalists visit Reisereporter: part of CANUSA/Visit Florida “green” campaign, for the journalist to
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experience newly created round trip by CANUSA and report about it, May 10 -12, 2022
o Journalists visit Free Men’s World: to experience the destinations ou tdoor activities and gather content for
other lifestyle magazines, May 9-11, 2022
o Kick-off usa-reisen online marketing campaign: with our own Paradise Coast landing page, with a focus on
activities and things to do in the area to increase length of stay, May 12, 2022
o Kick-off weg.de/ Visit Florida online marketing campaign: to promote Florida and all that it has to offer and
to push sales, May 10, 2022
o Preparation for IPW: meeting notes etc., June 4-8, 2022
o LuxusInsider newsletter ad campaign, May 2022
o NAP dedicated newsletter: featuring culinary highlights of the destination, May 11, 2022
o Visit USA members meeting in Frankfurt: first live meeting since the pandemic, May 17, 2022
MARKET NEWS
o Please find a detailed market intelligence attached
ADDENDUM
o Market Intelligence
o NAP most successful Facebook posts April
ABBREVIATIONS
NAP
TA Travel Agency
MCE Meetings, Incentives, Conference and Event Agency (for group business)
TAG Travel Agency Group Department
TO Tour Operator
TOX Luxury Tour Operator
TOS Specialist Tour Operator (Golf, Wellness, etc.)
(v) visited
(t) personal telephone introduction (telemarketing)
(m) mailing
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Packet Pg. 432 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
Arts and Culture
John Melleky – Arts and Culture Manager 5/01/2022-5/31/2022
TDT GRANTS
• The Grant deadline was extended until April 29, 2022 through approval by the Board of County
Commissioners on April 26, 2022.
• The grant process is being revised to allow for more flexibility for payments to performing arts
organizations. Research was completed on other county TDC grant guidelines to prepare a
recommendation for the TDC to review in May.
• Held a meeting with the organizations interested in the grant that are planning events to be a
part of the Hispanic Arts Festival to review the plan for a second round of grants and the update
to the grant guidelines.
Meetings were held with organizations on their grant submissions.
DATE ORGANIZATION
04/01/22 Gulfshore Playhouse
04/05/22 Opera Naples
04/08/22 Naples Art District
04/11/22 Naples Pride
04/21/22 Opera Naples
PUBLIC ART COMMITTEE
• The BCC approved the following individuals to serve on the Public Art Committee: Erin Wolfe
Bell, Ricki Baker, Lisette Gaitan DiPasquale, Bonnie Hawley, Ashley Howe, Amanda Jaron, Daniel
Papanikolaou.
• Prepped on the details for the committee – researched meeting locations and possible meeting
dates and times.
• Attended the Florida Association of Public Art Professionals Conference from April 26-29.
COLLIER COUNTY 100TH CELEBRATION
• Continued with internal meetings for initial planning for possible opportunities to celebrate the
100th anniversary of Collier County.
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Packet Pg. 433 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
OUTREACH TO ARTS AND CULTURE ORGANIZATIONS
Meetings were held with various arts and culture organizations to provide an introduction and
determine how the new Arts and Culture initiative can help their organization.
DATE ORGANIZATION
04/06/22 Holocaust Museum
04/08/22 Naples Art District Board of Directors
04/21/22 Gulfshore Playhouse
UPCOMING STRATEGIC INITIATIVES
• Meetings are continuing with arts and culture organizations to have an in-person introduction
and to get their thoughts and ideas on the position and how the CVB and County can help them
met their goals and objectives.
• Once the Public Art Committee is created, the infrastructure of meetings, agendas, and plans
will be developed. The county Public Art Plan will also take the City of Naples Public Art Plan
into consideration to provide proper coordination.
• Continue taking notes and tracking ideas for TDT grant application and implementation to
simplify and automate the process. Obtain feedback from organizations on their thoughts on
the process and timeline.
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Packet Pg. 434 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
PUBLIC RELATIONS & COMMUNICATIONS
Maria Power April 1- 30, 2021
Journalists/ Influencer Activity:
Hosted:
Cathy Chestnut
Writer for Palm Beach Media writing Road Trip feature with a focus on Keewaydin Island for
Naples Illustrated, Palm Beach Illustrated, Fort Lauderdale Illustrated and Aventura magazines
Partnered with Inn of Fifth, Pure Florida and Sea Salt
Activity:
• Finalized itinerary for Free Men’s World Journalist and Photographer
• Reached out to partners for itinerary items for Florida Magazine, a German luxury magazine for
auto body shops
• Vetted and chatted Editor of ABTA Magazine – a UK Trade monthly publication attending IPW
and interested in combining it with a post trip.
• Vetted UK freelance journalist Lauren Jarvis, who is planning a Fam after IPW through Visit
Florida
• Submitted Quick trip submission for May to Destinations Florida for the Adrian Awards
• Assisted Paul Rubio of Palm Beach Media with images for his outdoor article from March FAM
• Acquired Parks and Preserves article from Brandy Gleason of Travel Awaits and shared with
partners
• Vetted Camille Larmoyeux TikTok influencer for potential FAM
• Assisted Gary Jones of Florida Golf Alliance and Fish Florida with images
• Helped Jennifer Morejone with Pickleball interview with Paul Beirnes on economic impact.
• Provided images for Laurie Spector of Palm Beach Media for Cathy Chestnut’s Roadtrip article
• Assisted Meredith Rosenberg of HGTV with images for best places to retire piece
• Helped Yamily Mis Parra of Price Travel with images for social media posts for Mexico
PERIOD AT A GLANCE
April 2022
April 2022 April 2021 / 2020
Media Interactions 23 April 2021 - 210
April 2020 -322
Journalists/Influencers Hosted
1
April 2021 - 2
April 2020 - 0
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Packet Pg. 435 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
• Finalized images for Laurie Spector of Palm Beach Media for SWFL Relocation Guide
• Worked with Andres cuellar of Golf Fest for images for Paradise Coast promotions in Columbia
• Aided Jane Fields of Charlotte Magazine travel article images
• Assisted Oonagh McCullagh-Boyle of OMMAC with images for UK Trade and media updates
• Provided more images for Meredith Rosenberg of HGTV with images for best places to retire piece
• Helped Annie Baker with USAir Tours with images for May social media campaign
• Worked with Penny Anderson of Costco Travel for blog post
• Assisted Mari Vidigal of Ideias na mala with images for online article on Paradise Coast
• Provided images for Alex Daniel Palmer of Northstar Meetings for meetings promos
• Assisted Tom of Black Diamond with images for social media posts for Paradise Coast
Regional and International PR Initiatives:
• Submitted 100 Top things to do for 100 Anniversary celebration to Deb Curry
• Submitted Quick trip submission for May to Destinations Florida for
News & Press Releases:
News:
ARTIS—NAPLES ANNOUNCES GIFT OF PAM LONGOBARDI’S SWERVE TO THE BAKER MUSEUM
PERMANENT COLLECTION
Website Listings, Events and Deals
• Created new 78 event listings on the website.
• Website data:
o March = 9,869 views on the events page.
o The events landing page moved from the fourth most viewed page to the second most
viewed page.
o The Minto Pickleball event page received 3,778 views and was in the top 5 most
viewed pages in March!
• Created or updated 22 deals on www.ParadiseCoast.com.
o 1,885 unique views from individuals searching deals.
o Deals page views down 30% compared to 2021, and up 230% compared to 2020 views.
• 1 business listings created, updated, or removed from the website.
Administration & Writings
• Participated in bi-weekly Agency Partner Call (LHG and Paradise Advertising).
• Participated in Miles Media monthly Reporting Meeting.
• Prepared February TDC PR Report.
• Drafted and submitted Destinations Florida December article.
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Packet Pg. 436 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
• Reviewed and revised content for Group Sales, Social Media, Specialty Markets, Film
Commission, Leisure, Sports, and Arts & Culture and PR articles for CoastLines Newsletter.
Publicity Highlights (clips)
These Stunning Resorts on
Florida's 'Paradise Coast' Are
Perfect for a Family Vacation
Two golf courses, a waterpark, beachfront suites, video game lounge, and
dining options for days — there's truly something for everyone.
By Patricia Doherty April 17, 2022
CREDIT: COURTESY OF THE RITZ-CARLTON GOLF RESORT
Whether you travel to Florida's Gulf Coast for golf, spa, family fun, or beach
time, you'll find what you're looking for at the Ritz-Carlton Resorts in Naples.
Two luxurious properties — just a few miles apart and connected by
convenient shuttle service — provide everything you need for the perfect
vacation.
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Packet Pg. 437 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
CREDIT: COURTESY OF THE RITZ-CARLTON
On the coast, The Ritz-Carlton, Naples offers a white sand beach on
Florida's Paradise Coast with Gulf of Mexico views from each of its 447 guest
rooms that include 35 suites and 70 Ritz-Carlton Club Level rooms and suites.
Club Level guests have access to an exclusive lounge with beverages and
culinary offerings throughout the day. There's a newly renovated spa, fitness
center, and heated outdoor pool as well as Vue, an entertainment lounge with
the latest video games.
ADVERTISING
The casual oceanfront Gumbo Limbo serves seafood with Gulf views,
and The Grill is an elegant steakhouse. Terraza offers all-day al fresco dining,
and DUSK features sushi and cocktails in an intimate setting. The Gourmet
Shop tempts guests from early morning coffee and pastries to afternoon ice
cream, sorbet, and sweets.
Guests have access to Tiburón Golf Club at The Ritz-Carlton Golf
Resort where they can choose from two 18-hole Greg Norman-designed
championship golf courses, home to both LPGA and PGA tournaments. Both
golfers and families will enjoy The Golf Resort featuring The Reservoir, a new
water experience with three waterslides, a meandering lazy river, a splash
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area for the little ones, and plush cabanas with televisions, comfy sofas,
lounge chairs, umbrellas, and attentive service for cocktails and dining.
Speaking of dining, there's bistro-style Lemonía, Bella Vista, the casual,
inviting lobby lounge, and Ría, for Latin American flavors in an outdoor
setting..
CREDIT: COURTESY OF THE RITZ-CARLTON GOLF RESORT
Both properties are introducing upgrades and enhancements this year, with
the addition of new luxury suites at the beachfront resort and the brand's most
expansive Club Level Lounge. Also in the works are improvements to the
lobby, event spaces, and pools along with a full redesign of all guest rooms
and suites. A new al fresco restaurant will serve creative coastal cu isine.
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Packet Pg. 439 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
CREDIT: COURTESY OF THE RITZ-CARLTON
CREDIT: COURTESY OF THE RITZ-CARLTON
While there's more than enough to do at the two Ritz-Carlton resorts, guests
who venture out to Naples will find a zoo, botanical garden, upscale
shopping, museums, nature preserves, a dog park, and the historic
Naples pier. Florida's Paradise Coast offers experiences that bring many
visitors back year after year. Guests returning in 2022 will be among the first
to enjoy the transformations planned for The Ritz-Carlton Resorts of Naples.
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Packet Pg. 440 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
ART for ALL
HOW OUTDOOR PUBLIC ART DEFINES A COMMUNITY
April 28, 2022
BY NANCI THEORET
PUBLIC ART TELLS A story. Through brushstrokes, the play of light and shadow and
prismatic colors cast on its viewers, public art conveys the spirit and character of a
community, capturing a snapshot of long-ago history, revealing its values, culture and
diversity. For newcomers and visitors, it captures a sense of place; for locals it instills
civic pride and builds communities.
Public art tells the story of lives lived… and lost. It celebrates famous residents,
everyday moments, everyday people.
On a wall in downtown Fort Myers, public art speaks of slavery and bravery. In the
tentacle-like tangles of a just-unveiled sculpture in Boca Raton and the bent-to-the-
breaking-point palm trunk of a Punta Gorda sculpture, it reminds viewers of the fragility
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of nature — and its power. Or the joy of life — a mural of a shorts-clad Albert Einstein
against a psychedelic background in West Palm, a statue of three childhood pals
marching along a fallen tree in Bonita Springs.
To read the rest of the article please visit: ART for ALL - Naples Florida Weekly
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The Best Cities for Golf
From hosting prominent pro events to catering to locals, many cities offer a
variety of golf experiences
We studied factors from course availability to prestigious rankings from golf
cities across the country
Based on the data, these are the 10 best cities for golf in America
There are many ways to enjoy the game of golf. Sprawling country club
courses. Popular urban courses. Curses at vacation resorts with various
themes. Courses on the shore and courses in the desert, old courses and
new. You can play yourself or watch the tour professionals take their swings.
Golf is a game for young and old, for the wealthy golf tourist and the local
course hackers. And courses are found in every corner of the nation and in
nearly every city, seasonal and year-round.
But of all of these, which are the best cities for golf in the nation? For every
city that offers golfers a first tee and a 19th hole, we counted every public
course and cross-referenced each with Golf Digest's list of the top 100 public
courses in the U.S. (2017-2018 ). These 10 spots are the best for golf.
2. Naples, FL
If it's a variety you're looking for, look no further than Naples, FL. The name of
the game in this gulf coast city is volume. For a population of just 20,000, the
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city offers 155 courses, the most for any city overall. It's no wonder that
Naples bills itself as the “Golf Capital of the World."
Naples has the environment one would expect for a city rife with golf courses.
It's a well-to-do city, with the sixth-highest average income in the nation and
some of the world's highest real estate prices. It's also extremely popular for
retirees, with a median age of 66 years old.
The city's most renowned golf course is the Gold Course at Tiburón Golf Club,
a semi-public course. Every year since 2012, it's been the site of the LPGA's
CME Group Tour Championship. The event is traditionally the final
tournament of the year and offers the largest purse of any women's golf event.
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Aside from golf, Naples is known as a tourist favorite. It offers pristine
beaches, upscale shopping along 5th Avenue and proximity to the Everglades
and Ten Thousand Islands. It's also a popular wellness and yoga retreat.
Naples residents report low levels of stress and depression along with healthy
eating habits. Little surprise it's been named the “Happiest and Healthiest" city
in the country.
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Packet Pg. 445 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
APRIL 2022 DIGITAL & SOCIAL MEDIA REPORT – BUZZY FORD
APRIL 2022
PERIOD AT A GLANCE
2022
2021
Twitter Accounts (3)
Twitter Tweets & DMs Sent: 48
Engagements: 337
Link Clicks: 46
Followers Gained: 39
Impressions: 10,078
Twitter Tweets & DMs Sent: 58
Engagements: 488
Link Clicks: 39
Followers Gained: 24
Impressions: 23,812
Facebook Accounts (5)
Facebook Posts Sent: 98
Engagements: 34,950
Link Clicks: 5,557
New Fans: 213
Impressions: 1,271,743
Facebook Posts Sent: 107
Engagements: 44,944
Link Clicks: 9,010
New Fans: 218
Impressions: 1,111,461
Instagram Accounts (3)
Instagram Media Sent: 76
Engagements: 876
Followers Gained: 146
Instagram Impressions: 64,111
Instagram Media Sent: 29
Engagements: 1,081
Followers Gained: 81
Instagram Impressions: 40,411
CrowdRiff 9k interactions and 24k views 14k interactions and 27k views
ThresHold360 37,835 Views / 139,446 Engaged Views N/A
Notable Tasks
• MinuteTraq training.
• Submitted Beaches article for Collier County newsletter
• Attend 2-Day Joint Information Center Workshop at EOC
• COOP Planning project
• Promote US Open Pickleball event
• Provide PCSC with suggestions on how to grow their Twitter account
• Update the TDC Grant section of the Collier County website
• Provide partner newsletter article
• Attend Sitemprove training
• Update the “In the News” section, highlighting various destination coverage.
• Renew Website Domains
• Planning of social media/influencer marketing training seminar
• Fix ParadiseCoast.com broken links
• Interact via social media with visiting influencers.
• Landing Page Optimizations
• Provide b-roll and images for staff and journalists
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• Update and create partner website listings.
• New & Updated Website Content
o Step Back into Old Florida at the Everglades Rod & Gun Club
o Seven Sensational Naples Restaurants You Can’t-Miss
o 7 Must-Play Public Golf Courses on Florida’s Paradise Coast
o Take a Magical Manatee Tour on Florida’s Paradise Coast
o Earth Day Celebrations in the Naples Area
• Facebook & Instagram Live
o Firedancer at JW Marriot Marco Island
o Naples Botanical Garden
o Everglades City
o Naples Pier
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Packet Pg. 447 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
PARADISE COAST FILM OFFICE | May meeting 2022
MONTH 2022 2021 2020 Reported Spending New or Repeat Client
Productions 1 4 0 6$K 1R | N
Working Leads 3 4 0
Meetings Attended 3 5 0
Events/Tradeshows 1 0 0
Media Assisted 0 1 0
Location Scouts 3 1 0
PRODUCTION/ LEAD HIGHLIGHTS:
PARADISE ADVERTISING – IN-HOUSE CAMPAIGN
This was a three -day shoot that included Marco Island, Vanderbilt Beach, Cape
Romano, Tin City, Naples Pier and beaches, Fifth Avenue South, Delnor -
Wiggins State Park, Third Street South and parts of the Ten Thousand Islands in
its newest campaign.
SCOUTS:
VMLY&R/TAXI AD AGENCY Senior Producer, Corey Witmer was seeking
assistance with film a tv commercial in the Everglades for his client in the
tobacco industry. The client selected working with the National Park Service
out of Homestead and shot on May 23 rd and 24 th.
HISTORY CHANNEL The same producer who shot in our area was very
interested in utilizing the former Hendry Correctional Institute in Immokalee
for a project. The property has changed hands a number of times after it was
taken out of commission by the Dept. of Corrections in 2 012. Trying to locate
the current owners/partnership -working with both the Collier and Hendry
Sheriff’s Departments
NBC/UNIVERSAL Production is looking for a casino with a hotel for a
possible upcoming series.
MEETINGS AND EVENTS:
FILM FLORIDA FRIDAY: “Talent and Casting Agencies” The operation and
policies of Florida’s talent agencies, modeling agencies and casting agencies has
always been a concern and focus for film offices in that we support a regulated
and professional system for discovering and ma naging talent. Every year, a
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number of Floridians lose money to “scams” that ask for upfront costs and
deliver a lot of promises for fame and fortune. Film offices are a trusted source
to provide the public with information about finding proper representat ion and
what the pitfalls can be in the entertainment industry. A panel or some of the
state’s top agencies provided information and resources and then took Q & A
from the public. This was a free -to-the -public event.
FILM FLORIDA FILM COMMISSIONERS COUNC IL MEETING The Council
discussed the summer season and what events statewide the organization could
support. Several of the Education Council’s finishing fund qualifying projects
have won additional honors and scholarships and were part of the Palm Beach
Showcase of Student Filmmakers.
UPCOMING STRATEGIC INITIATIVES:
Met with former FGCU instructor and retired Naples Chamber of Commerce
President to discuss the possibility of forming a “Movie Club” for the Moorings
Park community.
HURRICANE PREPAREDNESS GUIDE
Each June, the film office updates a production guide for companies filming
during hurricane season with additional information that may be useful. The
updated version is attached.
TRIBECA FILM FESTIVAL
Director/ Producer, Bryan Storkel’s film, BUTTERFLY IN THE SKY is
premiering at the Tribeca Film Festival, portions of which were filmed in
Naples in 2019. Here’s a link:
https://tribecafilm.com/films/butterfly-in-the-sky-2022
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Packet Pg. 449 Attachment: May 2022 TDC Consolidated Staff Reports (22227 : Tourism Staff Reports)
05/23/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 13.A
Item Summary: Next Meeting Date June 27, 2022
Meeting Date: 05/23/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
05/04/2022 10:48 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
05/04/2022 10:48 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 05/04/2022 10:53 AM
Tourism Paul Beirnes Director Completed 05/04/2022 10:52 AM
Tourist Development Council Paul Beirnes Meeting Pending 05/23/2022 9:00 AM
13.A
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