Agenda 06/28/2022 Item #11B (Update Paradise Coast Sports Comples from Sports Facilities Management, LLC)06/28/2022
EXECUTIVE SUMMARY
Recommendation to accept an update on the Paradise Coast Sports Complex from Sports Facilities
Management, LLC.
OBJECTIVE: To provide an update on Paradise Coast Sports Complex (the “PCSC”).
CONSIDERATIONS: The County is in the process of constructing a phased-in multi-use sports, special
events, and entertainment facility at the PCSC to attract and host youth, adult sports leagues, amateur
tournament play, and a multitude of events designed to draw tourists, local and non-local residents,
participants, spectators, and event attendees. Further expansions of the PCSC are planned in the future.
The County and Sports Facilities Management, LLC, (“SFM”) entered into a Facilities Management
Agreement pertaining to the management of the PCSC on November 12, 2021. Over the last six months,
SFM has worked diligently to operate and manage the sports complex utilizing its expertise in providing
management services for athletic complex facilities. SFM is soliciting, advertising, and conducti ng
activities for leagues, sporting events, concerts, tournaments, and other gatherings, including special
events of substantial size and scope to maximize the use of the PCSC.
SFM is present to provide an update on the current operations at Paradise Coast Sports Complex.
FISCAL IMPACT: There is no fiscal impact associated with this Executive Summary.
GROWTH MANAGEMENT IMPACT: There are no Growth Management Impacts associated with
this Executive Summary.
LEGAL CONSIDERATIONS: This item is approved as to form and legality, and requires majority
vote for Board approval.-SRT
RECOMMENDATION: Recommendation to accept an update on the Paradise Coast Sports Complex.
Prepared by: Marissa Baker, Sports Complex Manager, Corporate Business Operations
ATTACHMENT(S)
1. PARA_6Month_220620 (PPTX)
11.B
Packet Pg. 175
06/28/2022
COLLIER COUNTY
Board of County Commissioners
Item Number: 11.B
Doc ID: 22611
Item Summary: Recommendation to accept an update on the Paradise Coast Sports Complex
from Sports Facilities Management, LLC. (Marissa Baker, Sports Complex Manager)
Meeting Date: 06/28/2022
Prepared by:
Title: – County Manager's Office
Name: Marissa Baker
06/20/2022 3:11 PM
Submitted by:
Title: Deputy County Manager – County Manager's Office
Name: Dan Rodriguez
06/20/2022 3:11 PM
Approved By:
Review:
County Manager's Office Marissa Baker Additional Reviewer Completed 06/21/2022 11:26 AM
County Attorney's Office Scott Teach Level 2 Attorney Review Completed 06/21/2022 11:30 AM
Office of Management and Budget Debra Windsor Level 3 OMB Gatekeeper Review Completed 06/21/2022 11:47 AM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 06/21/2022 11:52 AM
Office of Management and Budget Susan Usher Additional Reviewer Completed 06/22/2022 9:17 AM
Growth Management Operations Support Christopher Johnson Additional Reviewer Completed 06/22/2022 2:16 PM
County Manager's Office Dan Rodriguez Level 4 County Manager Review Completed 06/22/2022 2:32 PM
Board of County Commissioners Geoffrey Willig Meeting Pending 06/28/2022 9:00 AM
11.B
Packet Pg. 176
PARADISE COAST
Paradise Coast Sports Complex (PCSC)
Jan-May 2022
11.B.1
Packet Pg. 177 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
AGENDA
Year Over Year Comparisons
1.Financial Performance
2.Traffic
3.Community
Marketing
Fields
11.B.1
Packet Pg. 178 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
JAN-MAY 2022 FINANCIALS
•Revenue: $628,529
•Pace 34.5% higher than prior year ($467,312)
•Gross Profit: $252,650
•Prior year full year GP –(-$112,231)
•Jan-May Park Operating Expenses: $386,510
•Net Expense –(-$133,860)
•Prior Year YTD NOI –(-$663,680)
Revenue Pace
+34.5% Over
Prior Year
11.B.1
Packet Pg. 179 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
JAN-MAY 2022 TRAFFIC
•27,611 participants, 58,428
spectators = 86,039 total
PCSC event visitors
•Cove traffic: 6225 visitors
•Factory traffic: 1862 member
check-ins
•TO TA L HEAD COUNT =
94,126 (627.5 per day)
•PRIOR YEAR COUNT =
43,390 (289.3 per day)
11.B.1
Packet Pg. 180 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
* -2021 Sports Force Parks data from event reports, per Marissa Baker
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Participants Spectators The Cove The Factory TOTAL
COMPARISON TO 2021 TRAFFIC
January-May 2021 January-May 202215,10327,61124,25958,4282,7826,2251,2461,86243,39094,12611.B.1
Packet Pg. 181 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
CELL TRACKING
•Based on cell phone tracking geo-fenced
around PCSC property
•162,000 visitors (443.8 per day)
•Visit frequency : 4.1 per person
•Av erage dwell time: 146 minutes
•TOTAL TRAFFIC =
663,100 (1,816.7 per day)
11.B.1
Packet Pg. 182 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
NOTABLE EVENTS
Jan-May Awesome Events
Sporting Events –47 (# of Teams –872)
Community Events –27 (8100 Unique Visitors)
Field Use 84% Capacity Mon-Thu 5-9PM (35,000 Visits)
Soccer, Lacrosse, Football, Rugby, Running Events, Flag Football
HIGHLIGHTS:
•Soccer Masters Showcase
•Florida High School State Lacrosse Championships
•Division 1 Men’s & Women’s College Lacrosse
•Weston Cup & South Florida Cup Soccer Tournaments
•Trilogy Spring Break Lacrosse
•Collier County Public School Soccer Championships
•Copperhead Rugby 9v9 Event
•College Lacrosse Spring Training
3,246 Hotel Rooms in
Collier County
11.B.1
Packet Pg. 183 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
COMMUNITY EVENTS
•Sunset Saturdays with LIVE Music Weekly
•Easter Eggstravaganza –over 1000 attendees
•Moorings Park Banquet Event
•Porsche Owners Club Movie Night
•Run Club, Skating Club
•Economic Development Day
•Super Bowl Watch Party
•St Matthews House Volunteer Appreciation
Day
•Naples Dealers Customer Appreciation Day
•Air Supply Concert
EVENTS
11.B.1
Packet Pg. 184 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
MARKETING PLAN UPDATE
ADVERTISING TACTICS:
•Radio Advertising (:30 Commercials)
•WAVV 101.1 FM
•WJPT 106.3 FM
•Television Advertising/CO-OP (:30 Commercials)
•NaplesDealers.com/PCS Branded
•Local Cable & Network Stations
•Print
•Encompass Magazine
•Four-Color Full-Page With Ad & Article
•Naples Daily News
•Full-Page Ad
•Social Media (Reaching Over 600,000 -Organic)
•Organic Posts: FB/Instagram
•Paid Posts: FB/Instagram
•Local/Regional/National Press
•Local & National Pick Ups
•Increased Local E-Mail Database By 151%
•Retention, Promotional, Newsletters
•Events, The Cove, The Factory
Looking Ahead:
Summer Campaign Tactics
Digital Retargeting Ads
•FB
•Google/Website
Radio Commercials
•TV Commercials-NaplesDealers.com
Direct Mail
•1-5 Mile Radius
Social Media
•Organic
•Paid
Email Marketing
Strategy:
Increase
Facility
Awareness
& Amenities
11.B.1
Packet Pg. 185 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)
SEO/WEBSITE -PLAYPARADISE.COM
JANUARY-MAY
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
11.B.1
Packet Pg. 186 Attachment: PARA_6Month_220620 (22611 : Update on Paradise Coast Sports Complex)