TDC Agenda 10/24/2022COLLIER COUNTY
Tourist Development Council
AGENDA
October 24, 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.
October 2022
Collier County Tourist Development Council Page 2 Printed 10/20/2022
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. Sept. 26, 2022 TDC Meeting Minutes
5. Presentations
A. Destination Recovery Strategy
B. PCSC 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 the use of Tourist Development Tax Promotion Funds to
support the Everglades City Triathlon and the Hookem in the Glades Fishing Tournament
for a total of $2,000 and make a finding that this expenditure promote tourism.
8. Old Business
9. Marketing Partner Reports
A. Part 1
1. Marketing Partner Reports
October 2022
Collier County Tourist Development Council Page 3 Printed 10/20/2022
10. Council Member Discussion
11. Tourism Staff Reports
A. Tourism Staff Reports
12. Next Scheduled Meeting
A. Next Meeting Date Nov. 28, 2022
13. Adjournment
10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Doc ID: 23694
Item Summary: Sept. 26, 2022 TDC Meeting Minutes
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/18/2022 11:30 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/18/2022 11:30 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/18/2022 11:31 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/18/2022 11:35 AM
Tourism Kelly Green Stage 1 Review Completed 10/18/2022 12:38 PM
Office of Management and Budget Christopher Johnson OMB Completed 10/18/2022 2:44 PM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/20/2022 9:26 AM
Tourism Paul Beirnes Director Completed 10/20/2022 11:16 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 1:47 PM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 2:26 PM
County Manager's Office Geoffrey Willig Deputy County Manager Skipped 10/20/2022 3:29 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
4.B.1
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September 26, 2022
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MINUTES OF THE COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Naples, Florida, September 26, 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
Susan Becker
Kathleen Brock (excused)
Ed “Ski” Olesky
Councilor Jared Grifoni
Nancy Kerns
Councilwoman Beth Petrunoff
ALSO PRESENT: Paul Beirnes, Collier County Tourism Director
Colleen Greene, Assistant County Attorney
Buzzy Ford, Tourism Digital & Social Media Coordinator
Andy Miller, Coastal Zone Manager
John Melleky, County Arts & Culture Manager
Marissa Baker, Manager, Paradise Coast Sports Complex
Amanda Townsend, County Museums Director
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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 a.m.
2. Pledge of Allegiance
The Pledge of Allegiance was recited.
3. Roll Call
A quorum of eight was established by those members present in the board room.
4. Agenda and Minutes
A. Changes and Approval of Today’s Agenda
No changes
Mr. Olesky made a motion to approve the July 25, 2022, meeting minutes. Second by Ms.
Becker. The motion passed unanimously, 8-0.
B. Approval of prior TDC Meeting Minutes
Regular Meeting July 25, 2022
Ms. Becker noted that on page 3, she wanted a clarification. The speaker is referred to as Ms.
Baker. She’s sensitive to this because she (Ms. Becker) is referred to as Ms. Becker and Paul is
referring to Marissa Baker in his comments, when he spoke about Adrian and Marissa. It would
be clearer to have her full name, Marissa Baker, there.
Mr. Beirnes said they can make that change.
Ms. Becker made a motion to approve the July 25, 2022, meeting minutes, with the above
addition. Second by Vice Chair Hill. The motion passed unanimously, 8-0.
5. Presentations/Public Comment - (3 minutes each)
Mr. Beirnes told the TDC that it’s been two months since their last meeting and they have a lot to
cover, so he has a presentation, an abbreviated version of what they received in advance. He’ll
show them what guided their mindset and strategies going forward.
[Mr. Beirnes detailed a PowerPoint presentation.]
Councilwoman Petrunoff asked if they are making any adjustments due to the strong dollar in
their international strategy.
Mr. Beirnes thanked her for bringing that up. There’s a lot going on in that segment so we are
monitoring many things, one of which is unique, so he’s been monitoring the strong dollar very
closely. The U.K. and Germany have sat on the sidelines, saving money, and want to take it now. What
we don’t know yet is how resilient that will be in following years.
Canadians also have a dollar disadvantage. We’re seeing a significant spike coming from them and
we’re going to continue to monitor it because there are a lot of dynamics occurring overseas when it
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comes to fuel prices, heating fuel for the winter. There’s huge double-digit numbers and growth. We
will be able to see that pipeline shift or slowdown based on bookings through the airlines and we’re
doing that on a regular basis and have representation in the U.K. and Germany.
Some of his first calls every day are to determine what has happened in the UK and Germany in the four
hours that he’s slept. Latin America is one that’s causing us some extra, extra attention. Argentina
announced a couple weeks ago that interest rates were at 78%, with a 100% inflation rate that looks like
the market dried up very quickly. Brazil has been very difficult to get traction on and get them back to
our destination. We do not have direct flights into RSW, so we’re having lots of conversations with our
international rep firm out of Latin America to ask them.
So we’re spreading our small budget across five markets to give us a best-case scenario on how we can
refine and focus, possibly within one market versus going thin across a wider market. We had an initial
conversation and we challenged them to think a little deeper and be more specific. We hope to see
something come back quickly with that. International has always been an uncertain area, even more so
with the strength of the U.S. dollar.
Councilwoman Petrunoff asked if he’d explored opportunities to co-market with tour operators for
Latin American countries to go to Miami and then make arrangements for transport here to check out the
Paradise Coast.
Mr. Beirnes said yes, but we don’t have receptive tour marketers based there. We have tried to
encourage that, but they’re based on where planes land. They’re focused on where planes land, such as
Miami, Fort Lauderdale, Orlando and Tampa. They’re based there and we’ve pleaded with them to
become tour operators here again, but it’s been unsuccessful because they’re chasing the numbers. It
won’t happen until flights fly directly into RSW. We’ve had a lot of conversations, such as looking at
the success of Brightline in southeast Florida markets. We can’t fix all the problems, but can possibly
backfill them with other markets. That’s why we’re already being proactive and looking at the Canadian
market, which has a greater ability to backfill that in a more stable, fly-and-drive market, as well as
direct flights.
Councilwoman Petrunoff noted that he listed $2.5 billion as an overall economic impact. She asked
him to explain that calculation.
Mr. Beirnes said Joseph St. Germain will explain that.
Councilwoman Petrunoff said she’d hold her questions until later.
Ms. Cox called it an incredible plan. What stood out to me was the emphasis on year-round sustainable
tourism, which will be very important to all of our partners as other destinations become more open, as
some of this unconstrained demand increases. That’s going to be critical. 2022 to 2023 is definitely a
challenge and we never like to think about going backwards, but there is a tipping point to some of this
ADR growth. If you look at some other Florida destinations, their ADR growth barely covers
inflation. Ours is real growth that she’s never seen, even on top of inflation. The return to 2021 is
appropriate. It’s good the approach we’ve taken to the overall budget doesn’t peel that back. With some
normalizing of economic impact in tax collections, we’re going to have to work harder for the visitation
in the following year and this plan addresses that, so thank you.
Vice Chair Hill said that with the dollar and Euro declining, and as Commissioner Chairman Solis
pointed out, the declining British pound is attractive for domestic travelers. It’s sort of a double hit for
us. We’re going to have to be very creative to sustain in 2023 what we’ve enjoyed for the past 1½ years.
When we were emerging from the Great Recession, it was Europe that helped us because of the
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exchange rate. He doesn’t know where to look right now, but that’s going to be a big challenge. South
America was looking more positive until recently, so we just need to think about drive-markets and
focus on what we can do for more shorter-term travel.
Mr. Beirnes said that as he mentioned, during the last couple of years, the domestic visitor was an area
we focused on and we were one of the destinations that was open. We got the benefit of that. Now,
Facebook posts show a lot of our travelers are going to Paris and Germany. Our research will continue
to look at that. People are traveling again, but there hasn’t been a surge, so we’re going to closely
monitor it. Maybe the reason it decreased is the spillover from airlines. People are worried that if they
book a flight out of the U.K, they may not see their luggage get there. Until that gets resolved, maybe
that’s somewhat to our advantage. We’re monitoring all those movements and migrations.
Councilwoman Petrunoff noted that Naples and Collier County will be 100 years old next year. Are we
planning anything for the centennial?
Chairman Solis said a committee within Collier County government is working on the centennial.
Everglades National Park also is celebrating its 75th anniversary. We’re aware of that and we’re
including it. We’re taking a bit of their lead over how they’d like to be positioned. There will be a
celebration starting in April.
Mr. Beirnes said first and foremost, the focus will be on travel, not the centennial, which won’t mean
much to outsiders.
Vice Chair Hill said the team did an excellent job with the plan. It’s nimble and could be changed
quickly to take advantage of opportunities.
Mr. Beirnes commended the TDC for its help.
Chairman Solis congratulated him on a great plan and asked for copies for commissioners.
Mr. Beirnes said he’d be sending it to commissioners after the meeting and will be making a
presentation.
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. Beach Park Facilities
None
B. Tourism Division
None
7. New Business
A. Coastal Zone Management
1. Recommendation to approve a Resolution supporting the County’s applications to
Florida Department of Environmental Protection for Long Range Budget Plan Requests
for Beach Renourishment Projects for Fiscal Year 2023/2024 and make a finding that
these projects promote tourism. This action maintains the County's eligibility for State
Cost-Share Funding for future renourishment projects.
Mr. Miller said this is a pro-forma item that we do yearly. We prepare and submit local funding
requests for participation from the state on our inlet and beach projects. We submitted applications in
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July and have received a positive response from the state. We now need to get the board to approve a
resolution to accompany the applications to get state participation.
The recommendation is to approve a resolution supporting these applications to the Florida Department
of Environmental Protection for long-range budget plan requests for beach renourishment projects for
fiscal year 2023-2024 and make a finding that these projects promote tourism. This action maintains the
County’s eligibility for state cost-share funding for renourishment projects.
Ms. Kerns made a motion to approve the resolution supporting the County’s applications to the
Florida Department of Environmental Protection for Long-Range Budget Plan Requests for
Beach Renourishment Projects for Fiscal Year 2023-2024 and found that these projects
promote tourism. Second by Councilor Grifoni. The motion was carried unanimously, 8-0.
B. Recommendation to approve Tourist Development Tax Grant Applications for the second
grant round for FY 2022-2023 Non-County Owned/Operated Museums (formerly Category
C-2) ($177,500) and make a finding that these expenditures promote tourism.
Mr. Melleky noted that the grant applications were presented to the TDC in spring and based on
its recommendation, there were some remaining unallocated amounts and the TDC adjusted the
guidelines to cover production costs. He noted that the tourism-development tax grant process is a
program funded by the hotel surtax and is applied to the rental fees paid by visitors for short-term
accommodations, such as hotel and motel rooms, condominiums, vacation homes and rental
sources. The Tourism Development Council administers these funds, which are collected into a
grant program for arts and cultural organizations. Thanks to our 1.9 million visitors yearly, we
can provide funds to these organizations to help them direct tourism to the Paradise Coast.
Under Florida Statute 125.0104, the events or activities must have as one of its main purposes the
attraction of tourists, as evidenced by the promotion of the activities to tourists. The activities funded
must demonstrate the intent and ability to attract visitors to Collier County. These grants provide
funding for exhibition support and marketing expenses for organizations.
Last fall, you approved the definition of a museum and that’s the fund we’re discussing today. A
museum is a building or institution that cares 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.
The second definition for a museum is a nonprofit, permanent institution in the service of society and its
development, is open to the public, and acquires, conserves, researches, communicates and exhibits the
tangible and intangible heritage of humanity and its environment for the purposes of education, studying
and enjoyment.
During the first round of funding for the museum grants that we discussed in May 2022, we funded
$672,500 in grants. That left a remaining balance of $177,500, which can be granted today. During that
first round, there were changes approved that allowed some grant requests for performing organizations
to be eligible, provided they fit into the museum category. Performance production costs could be
included in the grant request, with a funding opportunity not to exceed 50% of production costs.
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This second round of grants was open from July 15 through August 31, allowing performance
organizations to apply for funding and those that submitted applications in the first round of grants could
submit updated financial information that would be included as part of the first-round application.
Before we go through the recommendations, there are some updates to the grant program we’ve been
working on since our last meeting, based on our discussions. We’re working on the surveying and
collection of data, how it matches and how we can measure the grant program’s impact. On August 18,
we held a marketing and survey tool seminar and 22 people from arts and cultural organizations attended
the virtual presentation. The presentation showcased three ways for grant organizations and other arts
and cultural institutions to measure visitor impact.
We now offer the ability to tie the current visitor intercept surveys conducted by Downs & St. Germain
and include specific questions geared toward an event, performance or exhibition. These questions will
now include:
• Was the experience meaningful, artistic or cultural?
• Was this activity the main reason why you are visiting the area?
• Measure how the program or activity broadened the arts and culture of the Paradise Coast.
• Provide some general comments about the arts activity you attended.
Other visitor questions will now also utilize the same measures, results and answers found on the Downs
& St. Germain survey. In the past, there wasn’t consistency in what responses could be and what was
measured. We worked with the Downs & St. Germain team to develop a short survey or a longer survey
that adds those four questions. The arts organizations are signing up to select which survey they’d like to
implement and a method, either on their own or working with Downs & St. Germain. As we receive the
data in the final grant reports in 2023, we can compile results and easily compare them to the monthly
intercepted data we currently obtain.
Today, we’re here to approve grants for the second round of grants. The recommendation is to approve
Tourism Development Tax Grant applications for the second grant round for fiscal year 2022-23 non-
county owned operated museums, formerly Category 2, for $177,500 and make a finding that these
expenditures promote tourism.
The executive summary provides information about each organization and their project, their grants,
including some from the first round of the grant process and what they’re requesting money for. The
fundable expenses were in their application and our recommended grants amount. Four organizations
applied in the C-2 Museum Category, and it is recommended that all four receive support. They received
support in the first round, and that’ll be noted in the descriptions:
• Gulfshore Playhouse has requested money for production expenses for its 2022-23 season, a
series called “Love in Many Colors. It includes the production of “26 Miles,” which is part of
¡ARTE VIVA! It will run starting October 13, 2022, and they estimate throughout the season
they will have 25,000 annual visitors, including 5,865 overnight visits. Tourist tax revenue is
estimated at $118,000. Staff recommends funding in this second round for up to $80,000, with
$20,000 from the first round for marketing expenses. The total grant would be $100,000.
• Marco Island Center for the Arts is looking for support for its new theater initiative for the 2022-
23 season, which includes a series of six shows. It offers the only theater performances on the
island. They’re requesting funding for production costs for the theater and music series and
marketing dollars for the theater series. They estimate 7,200 visitors for the theater series and an
estimated 1,300 overnight visitors, with a tourist tax revenue $25,882. Staff recommends funding
4.B.1.a
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in the second round of up to $18,000. With their first round of funding for $10,000 for the art,
exhibitions and marketing of exhibitions, their total grant would be $28,500.
• The Naples Art Association is looking for support for its November exhibition, “M.C. Escher,
Reality and Illusion.” They’re seeking funding for exhibition support and out-of-region
advertising and promotions. They estimate 70,500 visitors throughout the year, including 160
overnight visitors for this exhibition alone. Their tourism tax revenue is estimated to be $1,274.
Staff recommends funding in the second round of up to $14,500. For the first round of funding,
they received $100,000 for out-of-region marketing and exhibition costs for “Isabelle de
Borchgrave and the World of Frida Kahlo,” which is also part of ¡ARTE VIVA! Their total grant
would then be $114,500.
• Opera Naples is seeking production support for its third annual Festival under the Stars in
Cambier Park from March 20 through April 6 and will include performances of the opera
“Frida,” “Carmen,” Spanish Zarzuela music and dancing, which are all part of ¡ARTE VIVA!
They estimate total annual visitors of 6,500, with 365 overnight visitors and tourism tax revenue
of $19,950. Staff recommends up to $65,000 for second-round funding. With its first-round
funding of $35,000 for marketing the Festival Under the Stars, total grants would be $100,000.
He asked if there were questions.
Ms. Cox said she applauds all you’re doing with our research partners to work on the direct tourism
impact for the arts. It’s a challenge to translate into research. Performance production arts were not
originally covered, so have we amended this moving forward so we’ll be able to look at this
simultaneously next year?
Mr. Melleky said yes, he’ll be back in two or three months to present more ideas.
Councilwoman Petrunoff said her struggle is calculating heads and beds to value. The cheapest
is $4, on up to $1,700. It’s not that the program is wrong, but the measurement is challenging. It’s
not that meaningful.
Mr. Melleky agreed and said they’re working on it and looking at changing the form and how to
measure heads and beds so everyone is doing it consistently.
Councilwoman Petrunoff said the process discouraged many from applying, so we need a new
benchmark.
Ms. Becker made a motion to recommend approving all four Tourist Development Tax Grant
Applications for the second grant round for FY 2022-2023 Non-County Owned/Operated
Museums (formerly Category C-2) for $177,500 and found that the expenditure promotes
tourism. Second by Vice Chair Hill. The motion passed unanimously, 8-0.
Ms. Kerns said she was glad to see the fund was depleted.
Mr. Melleky said they’re working with organizations to ensure it’s correctly spent.
Mr. Beirnes congratulated Mr. Melleky, whose work with Collier County and arts and culture
organizations is very collaborative.
Ms. Becker noted that members of the organizations are in the audience and asked each to
introduce themselves.
• Kimberly Dye, Chief Advancement Officer, Gulfshore Playhouse
• Hyla Crane, Executive Director, Marco Island Center for the Arts
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• Kit Baker, Director of Strategic Initiatives, Naples Arts Association
• Kent Kyle, Director of Development, Opera Naples
The four introduced themselves and thanked the TDC for supporting the arts culture in the
community.
C. Recommendation to award Request for Proposal (“RFP”) 22-7979, “Tourism International
Representation – UK and Ireland Market” to OMMAC Ltd. and make a finding that this
action promotes tourism.
Mr. Beirnes said they began working with Procurement Division and a committee to evaluate the
RFP responses starting in January and decided to keep the two current agencies. The
recommendation is to award RFP 22-7979, “Tourism International Representation – UK and
Ireland Market,” to OMMAC Ltd. and find that this expenditure promotes tourism.
Ms. Cox made a motion to recommend awarding RFP 22-7979, “Tourism International
Representation – UK and Ireland Market,” to OMMAC Ltd. and found that this expenditure
promotes tourism. Second by Ms. Becker. The motion passed unanimously, 8-0.
Ms. Becker noted that the agency provides very detailed reports.
D. Recommendation to award Request for Proposal (“RFP”) 22-7980, “Tourism International
Representation – Germany Market” to Diamonde e.K. and make a finding that this action
promotes tourism.
Mr. Beirnes said this item involves German tourism. The recommendation is to award RFP 22-
7980, “Tourism International Representation – Germany Market,” to Diamonde e.K. and make a
finding that this action promotes tourism.
Vice Chair Hill made a motion to recommend awarding the RFP 22-7980, “Tourism
International Representation – Germany Market,” to Diamonde e.K. and found that this
action promotes tourism. Second by Councilwoman Petrunoff. The motion passed
unanimously, 8-0.
Ms. Cox said she enjoyed looking at the RFP because she heard good things about the agency.
But it’s good to go through the RFP process for partners.
E. Recommendation to approve the Second Amendment to Agreement No. 18-7281R,
“Tourism Fulfillment and Call Center Services” to Faneuil Inc. to reflect an increase in call-
center staffing expenditures and make a finding that this action promotes tourism.
Mr. Beirnes said we have an organization based in Orlando so anyone calling an 800 number can reach
them in the early-morning hours. They also do fulfillment, have a partnership within their organization
and do fulfillment of our visitor guides. This is important because the contract is for multiple years,
with a one-year extension before we go through the RFP process again. A lot has happened within the
labor industry, so when we reached out to them to extend it with all the elements of the contract for
another year, they asked for an increase of $10,537 to cover incremental staffing for the call center.
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Why that matters is that today, starting at 9 a.m., they started calling around to every hotel to capture
the occupancy and whether they’re going to be open in the next couple of days. It’s part of our
emergency response, so it’s not just calling to find out what the operating hours of an attraction is.
The recommendation is to approve a second amendment to Agreement No. 187281, Faneuil Inc., to
reflect an increase in call-center staffing expenditures and make a finding that this action promotes
tourism. That will add $10,537 to the contract. We did research to determine whether that’s in keeping
with the percentage increases. It’s actually within industry standards and significantly less than the
typical growth within call-center staffing. They have employees who work on multiple accounts, so we
shared the expenditure and it was well within line.
Vice Chair Hill said he wasn’t surprised about the increase.
Ms. Cox said she was surprised it wasn’t more. Most have doubled in the COVID era.
Ms. Cox made a motion to recommend approving the Second Amendment to Agreement No.
18-7281R, “Tourism Fulfillment and Call Center Services,” to Faneuil, Inc., to reflect an
increase in call-center staffing expenditures and found that this action promotes tourism.
Second by Councilwoman Petrunoff. The motion passed unanimously, 8-0.
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 – Monthly Snapshot – August”
[Mr. St. Germain detailed a PowerPoint presentation.]
Mr. Beirnes asked Mr. St. Germain to address Councilwoman Petrunoff’s earlier questions.
Mr. St. Germain said they ask each person about eight categories and how much they spend and
that tells us the economic impact based on individual spending.
Ms. Kerns asked what airports MCO and SRQ were.
Mr. Beirnes said Orlando and Sarasota.
Mr. Olesky said he saw on TV that RSW will be having more direct flights to other countries and
that will affect us.
Mr. Beirnes said we were very instrumental in working with Lee County to get Eurowings, Air
Canada and WestJet. New domestic upstart Avelo Airlines is just starting with one plane at RSW
and is doing other smaller markets. This is good for digital nomads/remote workers. Breeze
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September 26, 2022
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Airways is another that was started by the founder of JetBlue, Azul in Latin America and WestJet
in Canada. They’re focusing on unique markets. It’s a great value to have these direct flights. It’s
exciting to see the growth at RSW, which is adding the B and C concourses and talking about a
new runway in 2025.
B. Paradise Advertising – Joseph Taylor
[Mr. Taylor detailed a PowerPoint presentation, “Visitor Insights July and August”]
C. Lou Hammond Group – Terry Gallagher
[Mr. Gallagher detailed a PowerPoint presentation, “Media Highlights – August 2022”
Part 2. Marketing Partner Reports
D. Collier County Tourist Tax Collections – Paul Beirnes
[Mr. Beirnes detailed a PowerPoint presentation, “Tourist Tax Collections – August 2022”]
E. Miles Media – Enriqueta Balandra
[Ms. Balandra detailed a PowerPoint presentation, “Paradise.com Web Analytics Report –
August 2022”]
Vice Chair Hill asked how our page views correlate with visitation.
Ms. Balandra said that usually somebody visiting the website is learning and getting information
about the destination. How it directly correlates would be something we look at with some of the
other tools. If somebody sees the ad and they go to the website, they can come to the destination, so
we use many different tools for that. Zartico can probably track ads.
Vice Chair Hill said that would be interesting to look at.
Ms. Balandra said all right, thank you.
Mr. Beirnes noted that they have meetings to see whether visitation correlates with advertising and
discuss the analytics, which are robust.
F. Paradise Coast Sports Complex/Sports Facilities Companies – Marissa Baker, David
Wasson, Adrian Moses
[They detailed PowerPoint presentations.]
Ms. Kerns asked Mr. Wasson about the CCPS GATE intern program. Are they actually working out
there with you?
Mr. Wasson said yes, they are. The program helps special-needs kids at Golden Gate High School
get into a work situation and gets them get ready for gainful employment of their own. They
approached us and we thought it would be awesome for both parties. We saw how beneficial it could
be for the for the young people and the program as it grows, and it’s great to get help around the
complex. They come every Friday and do work, hauling stuff around, pulling weeds, moving pylons.
It’s infectious to see their personality and their work ethic and how much fun they have. This
reminds us that we work at a really fun place.
Ms. Cox asked if they could look at a longer period of time in their future presentations,
rather than month-to-month.
Mr. Wasson said that was a great idea. He also likes to see the peaks and valleys.
4.B.1.a
Packet Pg. 14 Attachment: TDC 9-26-22 DRAFT Minutes (23694 : Sept. 26, 2022 TDC Meeting Minutes)
September 26, 2022
11
Ms. Becker asked Mr. Moses about arts and culture events at the sports center.
Mr. Moses said they will be hosting a Naples Fine Arts show in November and working with
Museums Director Amanda Townsend on some jazz concerts to raise money for a black history rail
car exhibit at the Naples Depot. We have another art show we’re hosting in November. The city of
Naples approached us to say they don’t want to host so many events and we’re working with them to
attract some of the downtown events. There’s also a food and wine experience presented by USA
Today that we will announcing for October 15th.
Ms. Cox congratulated him on increasing events. American football is so exciting. This destination
always sees a little bit of a dip post-Thanksgiving before the festive season kicks off toward the end
of December, so that will be a game changer.
Moses said it takes a village. There are events such as the Southwest Florida Shootout with Ohio
State and Harvard, which kickstarted our many lacrosse events and “stuck a flag in the ground’ for
lacrosse. Without FBU’s support, we wouldn’t have been able to attract or have that football flag in
the ground to book these FBU events. There’s more to come. We’re just getting started.
Mr. Beirnes noted that Collier County doesn’t have a convention center but Paradise Coast Sports
Complex is our convention center because the alignment between the CVB and the Sports Complex
staff has been second to none. As Adrian said, there’s American youth football and 17,000 room
nights total in the gap between Christmas and Thanksgiving, so it’s right in the sweet spot.
G. County Museums – Amanda Townsend
[Ms. Townsend detailed a PowerPoint presentation, “Collier County Museums – June, July
and August Visitors Report”]
10. Council Member Discussion
Ms. Cox said that two weeks ago, she attended the annual meeting of the Society for
International Travel Executives, which was held in Boca Raton. This year, it’s showcasing that
property’s renovation. A lot of the findings shared there were similar to research we heard today.
There’s real evidence in the trend toward the staying power of experience. Two things she heard
that were really encouraging for our destination is that although international travel opens up to
group incentive and meeting tourism, most domestic Fortune 500 organizations are being
required to remain domestic through at least 2026. Whether or not they would enjoy that if they
were planning on an incentive trip to Ireland, the Paradise Coast might be a perfect alternative. A
lot of companies are choosing to keep people closer to home when it comes to risk management
and what they’ve learned in the past. The other interesting thing was the increase in group travel
to drive retention and culture as fewer and fewer organizations permanently return to their
offices. Even though business travel may forever be changed, it may develop to more group
gatherings to keep that culture when we lose that everyday corporate water cooler talk. It was
really interesting research.
Ms. Kerns asked everyone to remember Murray Hendel, who passed away about a month ago. He was
on the Tourist Development Council for 12 years and he was behind many different things, but the
penny-tax increase was one of his hot buttons. His 94th birthday would have been yesterday.
4.B.1.a
Packet Pg. 15 Attachment: TDC 9-26-22 DRAFT Minutes (23694 : Sept. 26, 2022 TDC Meeting Minutes)
September 26, 2022
12
Vice Chair Hill agreed the penny tax was his passion. We’ll miss him. He was a huge contributor to
the Tourist Development Council and then had a wonderful, huge career before retiring here. We miss
Murray. He was a remarkable man and had a real passion.
Ms. Becker noted that Mr. Hendel was very influential on the TDC. She said the TDC is sitting in a
great spot to view the artwork in BCC Chambers. The colors are inspirational and she’s looking
forward to the ¡ARTE VIVA! exhibit.
Mr. Beirnes noted that a storm is pending and a lot is going on. We’ll be positioning ourselves
for the Tourism Star Awards. It was scheduled for mid-day Wednesday but will be rescheduled.
Chairman Solis said he’s still shook up after hearing about Murray Hendel passing away. He
was the only TDC chairman who wasn’t a BCC member and was very instrumental.
11. Tourism Staff Reports - Director
(Submitted)
12. Detailed Staff Reports
(Submitted)
13. Next Scheduled Meeting Date/Location – 9 a.m. October 24, 2022
Collier County Government Center, Administration Building 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 Chairman at 11:53 p.m.
COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL
_________________________________
Commissioner Andy Solis, Chairman
These minutes were approved by the Council on _________________, (choose one) as
presented, _______ or as amended ___________.
4.B.1.a
Packet Pg. 16 Attachment: TDC 9-26-22 DRAFT Minutes (23694 : Sept. 26, 2022 TDC Meeting Minutes)
10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 5.A
Doc ID: 23704
Item Summary: Destination Recovery Strategy
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/19/2022 12:34 PM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/19/2022 12:34 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/19/2022 12:35 PM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/19/2022 12:39 PM
Tourism Paul Beirnes Director Completed 10/19/2022 12:45 PM
Office of Management and Budget Christopher Johnson OMB Completed 10/19/2022 12:58 PM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/20/2022 9:35 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 10:37 AM
County Manager's Office Ed Finn Deputy County Manager Completed 10/20/2022 10:38 AM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 3:00 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
5.A
Packet Pg. 17
2022
Hurricane Ian Social Strategy
Organic Social Media
5.A.a
Packet Pg. 18 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com2
•Due to Hurricane Ian, marketing strategy and campaign timing
will adjust to take a staggered approach to roll-out in FY23.
•Our recovery campaign will be heavily anchored by social media
and email in October, November & December.
•We will be approaching Florida’s Paradise Coast social channels
in three phases of recovery -(1) Pardon Our Dust, (2) Recovery &
Gratitude, and (3) Welcome Back. Each phase will have an
overarching message of humility, gratitude and community.
•All featured content will follow the three I’s of social -Inspire,
Inform, Influence. The ratio of the content goals will differ from
phase to phase based on recovery efforts.
Executive Summary
5.A.a
Packet Pg. 19 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com3
Updated Marketing Timeline
Spring/Summer
Campaign
Dates:
April -Sep 2023
Channels:
All Channels
Recovery
Campaign
Dates:
Oct -Dec 2022
Channels:
Social Media, Email,
Limited Print
Winter
Campaign
Dates:
Jan -March 2023
Channels:
All Channels
5.A.a
Packet Pg. 20 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com
Phase 1 Pardon our DustPhase 1 Pardon our Dust
5.A.a
Packet Pg. 21 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com5
During this phase, we will be focused on providing thoughtful updates to our
audience regarding our recovery process.
The content will be heavily focused on LIVEs, Reels, TikTok, Videos and the
tone will be geared towards gratefulness and directing users to supports the
Collier Community foundation.
Phase 1: Pardon our Dust
Late October-Mid November
Content Types for Phase 1:
•Facebook/Instagram/TikTok LIVES
•Each of these lives will showcase a scenic area of the destination,
staying away from structures that were impacted by the hurricane.
•Instagram Reels/TikTok Videos
•Timely video content recorded in a similar fashion as the LIVE
content.
•Weekly updates regarding the progress
•Video updates are to be optimized via a platform, featuring a
member of the community. ie. representative from CVB or team
•Partner/ Event updates
•Openings, sharing of partner content, partner features, event
features, etc
5.A.a
Packet Pg. 22 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com
Phase 2
We are Recovering and Grateful
Phase 2
We are Recovering and Grateful
5.A.a
Packet Pg. 23 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com7
Thanksgiving and the overall holiday season will be happening during this phase. For
both holiday times, the focus on gratefulness and giving back will be the focus.
Additionally the importance of telling partner stories of recovery and resilience will be
vital.
Phase 2: We are Recovering and Grateful
Mid November-January
Content Types for Phase 2:
•Community Stories
•We would like to partner with a spokesperson that can serve as
the face to the brand and community. They would interview the
business on their history, notable facts, etc. *Note: the overall
story and tone will shift depending on recovery status.
•User Generated Content
•Utilizing our social audience of travelers in order to showcase
love and support for the destination. Stories sourced through
Crowdriff, posts prompting comments, etc.
•Community Stories
•The focus is resilience and recovery but also promoting a sense
of community. Highlighting stories but also, how some partners
are giving back to the region.
5.A.a
Packet Pg. 24 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com
Phase 3
Welcome Back
Phase 3
Welcome Back
5.A.a
Packet Pg. 25 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com9
During the last phase of recovery, we will begin to move back into our “normal”
social content positioning. While we will still remain mindful and supportive of
other destination recovery efforts, we will take this time to start working on
content that is strictly focused on inviting visitors to the destination.
Phase 3: Welcome Back
January +
Content Types for Phase 3:
•Influencer Visits
•Users are more likely to trust the advice of someone they trust
over a brand. By working with influencers, we will be promoting
that visitation to the area is safe for those within our target
audiences while also humanizing our efforts.
•Travel Areas
•Around this time is when we will be working in “regular” content
into the mix. This type of content aims to inform visitors about
areas of the destination for travel.
5.A.a
Packet Pg. 26 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
ParadiseAdv.com10
Recap & Proposed Timeline
Phase 1: “Pardon Our Dust” (Late October -Mid November)
•Focus: Updates on recovery
•Media: Organic Social
Phase 2: “We Are Recovering & Grateful” (Mid November -January)
•Focus:Resiliency and Recovery
•Media:Organic Social, Paid Social, Email
Phase 3: “Welcome Back” (January +)
•Focus: Promoting that the destination is ready for visitors again
•Media:All Channels
5.A.a
Packet Pg. 27 Attachment: Paradise Coast Hurricane Ian Social Strategy (23704 : Destination Recovery Strategy)
10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 5.B
Doc ID: 23693
Item Summary: PCSC Presentation
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/18/2022 11:22 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/18/2022 11:22 AM
Approved By:
Review:
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/18/2022 11:29 AM
Tourism Jennifer Leslie Tourism Division Completed 10/18/2022 12:24 PM
Tourism Kelly Green Stage 1 Review Completed 10/18/2022 12:37 PM
Tourism Paul Beirnes Director Completed 10/18/2022 1:01 PM
Office of Management and Budget Christopher Johnson OMB Completed 10/18/2022 2:49 PM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/20/2022 9:25 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 10:38 AM
County Manager's Office Ed Finn Deputy County Manager Completed 10/20/2022 12:56 PM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 3:28 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
5.B
Packet Pg. 28
PARADISE COAST
Paradise Coast Sports Complex (PCSC)
FY 2022
5.B.a
Packet Pg. 29 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
AGENDA
Year Over Year Comparisons
1.Financial Performance FY 2022
2.Visits
3.Community
4.Strategy for FY 2023
5.B.a
Packet Pg. 30 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
FY 2022 FINANCIALS
•Final FY 2022 Revenue: $1,004,408
•Gross Profit: $375,731
•Prior year Gross Profit: (-$112,231)
•Improvement of $487,963
•Park Operating Expenses: $911,033
•Net Expense to Collier County: (-$535,301)
•Prior Year Net Expense: (-$1,590,529)
•Improvement of $1,055,228
$1M+ Savings to
Collier County
Over Prior Year
5.B.a
Packet Pg. 31 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
* -2021 Sports Force Parks data from event reports, per Marissa Baker15,10327,61124,25958,4282,7826,2251,2461,86243,39094,126JAN-SEP 2021 vs 2022 VISITS 5.B.a
Packet Pg. 32 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
2023 STRATEGY
Introducing high-quality self-
operated sports leagues (that
do not conflict with CCPR,) to
the benefit of the Community.
•INCREASE LOCAL PROGRAMMING USE
•1. BOOK FIELD USE WITH LOCAL PROGRAMMING AT 75%
OF TOTAL INVENTORY
•2. MEET AND EXCEED ‘FACTORY’ GYM REVENUE TARGET
5.B.a
Packet Pg. 33 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
2023 STRATEGY
For December 2023, the
largest sporting event in
the park’s history has been
booked. 192 team, week
long event.
•DRIVE ECONOMIC IMPACT THROUGH SPORTING EVENTS
•1.BOOK VARIETY OF TOURNAMENT EVENTS
•2.HOST MAJOR SPORTING EVENTS
5.B.a
Packet Pg. 34 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
2023 STRATEGY
Musical programming, art
shows, and markets.
•INCREASED LOCAL EXPOSURE THROUGH
COMMUNITY/CULTURAL EVENTS
•1.MAJOR CULTURAL EVENT PER QUARTER
•2.MONTHLY CULTURAL EVENTS
5.B.a
Packet Pg. 35 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
2023 STRATEGY
This is entirely dependent
on the construction
schedule staying on
schedule, for the additional
fields being built.
•MEET FINANCIAL TARGETS
•1.CONVERT ANCILLIARY REVENUE FROM EVENTS
•2.SPONSORSHIP/NON-TRADITIONAL REVENUE
•3.OPERATIONAL ECONOMY
•FY 2023 REVENUE:$1,389,743
•FY 2023 VENUE PROFIT:(-$169,957)
•1.FOUR SOCCER FIELDS online in NOVEMBER 2022
•2.ONE SOCCER FIELD &RESTROOMS,APRIL 2023
•3.ELEVEN DIAMOND FIELDS online in NOVEMBER 2023
•FY 2024 REVENUE:$2.338.487
•FY 2024 VENUE PROFIT:$237,811
5.B.a
Packet Pg. 36 Attachment: PARA_1Year_221011 (1) (23693 : PCSC Presentation)
X
❖ FBU hosts three (3) of the largest youth and high school football events in the entire
country within Collier County
➢ These events alone bring 10,000+ visitors annually to the Paradise Coast
❖ Year-round marketing of Collier County is integrated into every FBU event – with the
goal being to increase awareness and drive additional tourism to the Paradise Coast
➢ 39 FBU Regional Camps Nationwide
➢ FBU Futures Showcase & FBU Top Gun Showcase (held in Naples, FL)
➢ FBUNC Regional Rounds (8-10 markets annually)
➢ FBUNC Championship Week (held in Naples, FL)
➢ FBU Freshman All-American Bowl (held in Naples, FL)
❖ Unparalleled visibility and engagement of the Paradise Coast provided by FBU through
use of social media platforms
➢ FBU leverages both social/digital media and on-site activation to promote Collier County – including
the Naples, Marco Island Ever glades logo on 6,000+ jerseys worn by athletes playing in the FBUNC
❖ FBU’s official partnership with the All-American Bowl includes two (2) Paradise Coast
specific commercials that are aired on a Na tional Broadcast to millions of viewers
➢ This also includes the selection student-athletes from Collier County to participate in the game each
year – two (2) local players are already scheduled to play in the game this January
❖ FBU is committed to the growth & tourism of Collier County and has already helped
spearhead additional events from within their current partnerships and network
➢ FBU has already referred and driven 14 separate events that have been, or will be, hosted at the
Paradise Coast Sports Complex
❖ FBU’s parent company, 3Step Sports, operates across nine (9) different sports
nationwide and is currently the biggest provider of youth sporting events in the USA
➢ FBU is focused on s ecuring/driving an additional ten (10) events each year to Collier County for free
5.B.b
Packet Pg. 37 Attachment: FBU & CVB Information 1-Pager (23693 : PCSC Presentation)
10/24/2022
EXECUTIVE SUMMARY
Recommendation to approve the use of Tourist Development Tax Promotion Funds to support the
Everglades City Triathlon and the Hookem in the Glades Fishing Tournament for a total of $2,000 and make
a finding that this expenditure promote tourism.
OBJECTIVE: To support the hosting costs for the Everglades City Triathlon and the Hookem in the Glades
Fishing Tournament with the goal to attract participants and spectators to Collier County through Sports Tourism.
CONSIDERATIONS: Collier County is scheduled to host the following Sports Tourism events in FY2022-2023.
The Tourism Division proposes to reimburse the event organizer for out -of-area marketing expenses. These
expenditures are authorized to be reimbursed through the BCC-approved Sports Assistance Program.
Everglades City Triathlon/Duathon/Fun Run (2nd Annual), produced by the Lions Foundation of Everglades,
Inc., is scheduled for January 28, 2023. A total of 250 entrants are expected with a projected 125 rooms for a
one-night stay. The expected tourist tax revenue is $2,200. Expenditures include website updates, social media,
digital marketing, and other print materials. Staff recommends funding for FY23 of $1,000.
Hookem in the Glades Fishing Tournament, produced by the Lions Foundation of Everglades, Inc., is
scheduled for a date to be determined, due to Hurricane Ian. A total of 180 entrants are expected with a projected
40 overnight visitors with 20 hotel rooms for a one-night stay. The expected tourist tax revenue is $781.50.
Expenditures include website updates, social media, digital marketing, and other print materials. Staff
recommends funding for FY23 of $1,000.
FISCAL IMPACT: Funding of up to $2,000 for these two events is included in the BCC proposed FY 23 Tourism
Division budget in Fund 184 for Sports Marketing Event support.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this Executive
Summary.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for
approval. - CMG
RECOMMENDATION: To approve the use of Tourist Development Tax Promotion Funds to support the
Everglades City Triathlon and the Hookem in the Glades Fishing Tournament for a total of $2,000 and make a
finding that this expenditure promote tourism.
Prepared By: Paul Beirnes, Tourism Director; John Melleky, Arts and Culture Manager
ATTACHMENT(S)
1. FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (PDF)
2. FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (PDF)
7.A
Packet Pg. 38
10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 7.A
Doc ID: 23661
Item Summary: Recommendation to approve the use of Tourist Development Tax Promotion Funds to support
the Everglades City Triathlon and the Hookem in the Glades Fishing Tournament for a total of $2,000 and make a
finding that this expenditure promote tourism.
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/13/2022 1:59 PM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/13/2022 1:59 PM
Approved By:
Review:
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/13/2022 2:06 PM
Tourism Jennifer Leslie Tourism Division Completed 10/13/2022 2:09 PM
Tourism Kelly Green Stage 1 Review Completed 10/18/2022 9:53 AM
Office of Management and Budget Christopher Johnson OMB Completed 10/18/2022 10:32 AM
Tourism Paul Beirnes Director Completed 10/18/2022 11:22 AM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/20/2022 9:22 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 10:39 AM
County Manager's Office Ed Finn OMB/CMO Reviewer Completed 10/20/2022 10:39 AM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 3:00 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
7.A
Packet Pg. 39
1
COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL (TDC)
GRANT FUNDING APPLICATION REQUEST
CATEGORY "B" MARKETING AND NON-SPORTS EVENTS GRANTS
FISCAL YEAR 2022-23
TIMETABLE FOR REVIEW:
•Completed applications must be received in digital format or other written format by the Tourism
Department Office no later than 5:00 P.M. on Monday, March 28, 2022.
•Applications may also be delivered to the Tourism Development Division Office: 2660 North
Horseshoe Dr, Suite 105 Naples, FL 34104 by Monday, March 28, 2022.
•For further information, contact Charles Kammerer at telephone (239) 252-8951 or
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. Funding recommendations of the TDC are final and 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: vendor invoices, 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 for consideration by the Clerk’s Finance Department. No advanced payments are
acceptable for reimbursement.
7.A.a
Packet Pg. 40 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
2
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.A.a
Packet Pg. 41 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
3
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 history. 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.A.a
Packet Pg. 42 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
4
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) ___Kathleen Brock_______________________________
Signature of Grant Preparer ______________________________________ Date __4-29-22___________
7.A.a
Packet Pg. 43 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
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 __Lions Foundation of Everglades, Inc. ______________
(2) NAME OF PROJECT OR EVENT___Everglades City Triathlon________________
(3) CONTACT PERSON’S NAME: ___Tony Pernas________________________________
PHONE #: ___________________CELL PHONE #_____305 815-8849__________________
E-MAIL ADDRESS:
_____tpernas@bellsouth.net__________________________________________________
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET____P.O. Box 189__________________________________
CITY_______Everglades City___________ ST__Florida___ ZIP__34139________
PHONE: ___________________ FAX: __________________________
WEBSITE: ______________________________________________________
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: ____Cecil Barker_______________________
TITLE: __President________________________
ADDRESS IF DIFFERENT FROM ABOVE___________________________________________
PHONE: __________________________ FAX: ___________________________
E-MAIL: _________________________________
(6) ORGANIZATIONAL STRUCTURE:
( x) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $1000
(8) PROJECT TYPE (Check all that apply)
(x ) PROMOTIONAL MATERIALS (Brochures, flyers, website)
(x) MARKETING PROGRAM (Advertising, Public Relations, Digital or Social Media)
7.A.a
Packet Pg. 44 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
6
( ) OTHER (Describe)____________________________________________________
(9) If the entire Tourist Tax funding request cannot be funded, may the project be restructured with
less funding? ( ) YES ( ) NO
(10). PROJECT DESCRIPTION: describe in detail the project for which funding is requested
Everglades City 2023 Triathlon/Duathlon/Fun Run in the Everglades! A club fundraising event that
promotes healthy lifestyle through exercise and enjoying the beautiful 10,000 Islands. Funds
generated by this fundraiser are used within the Everglades community on projects like eye care and
glasses for those in need, park equipment and park improvements, school programs, landscaping
projects and community outreach. This event is in cooperation with Drug Free Collier and the
Collier County Sheriff’s Office (CCSO). Participants of the last event came from as far away as
Georgia to participate in in this annual run. We expect 250 entrants with a projected 125 rooms for a
one-night stay. Guests are given information about the area and encouraged to revisit. This is the
2nd annual race; the first race took place in 2019 and had 65 participants. The 2020 race was
cancelled due to Covid-19. This year’s event will take place on January 28, 2022. Participants
from out of the area will arrive the night before and stay in area hotels and rooms. This event will be
promoted throughout the Lions International website, via information distributed by Drug Free
Collier, CCSO, on an event website, social media, through email marketing, and banners and flyers
placed in strategic areas. OOM will focus on Broward, Dade, Lee, and Hendry counties with other
promotions reaching race participants countrywide via social groups and strategic placements. Our
increase in participation is based on our early start (our first event only had a 2-month lead time),
partner marketing, increased event marketing, and feedback by many already eager and waiting to
sign up for the 2023 event.
(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.
Sponsorships $ 1000
Lions Club $ 500
7.A.a
Packet Pg. 45 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
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Registration Fee ($75 entrant fee) $ 18,750
____________________________ $
TOTAL OTHER FUNDS: $ 20,250
(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: 250 Hotel Room Nights: 125
Tourist Tax Revenue $2200 Direct Visitor Spending $44000.00
Economic Impact: $65560.00
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $1000
TOTAL ADDITIONAL FUNDING SOURCES (From #12 previous page) $20,250
OTHER INCOME SOURCES $ ___________
TOTAL INCOME - ALL SOURCES $21,250
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 (see project
description)
Website $250
Flyers & Banners $400
Social Media & Digital Marketing $300
____________________________________________ $___________________________
Total Tourist Tax Grant Expenses Planned: $1000
Other Project Expenses not using Tourist tax grant funds:
Ice, Water for participants _ $125
7.A.a
Packet Pg. 46 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
7.A.a
Packet Pg. 47 Attachment: FY 22-23 Cat. B Grant Application Everglades Lions Club Triathalon Application only (23661 : TDT Funds to support Everglades
1
COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL (TDC)
GRANT FUNDING APPLICATION REQUEST
CATEGORY "B" MARKETING AND NON-SPORTS EVENTS GRANTS
FISCAL YEAR 2022-23
TIMETABLE FOR REVIEW:
• Completed applications must be received in digital format or other written format by the Tourism
Department Office no later than 5:00 P.M. on Monday, March 28, 2022.
• Applications may also be delivered to the Tourism Development Division Office: 2660 North
Horseshoe Dr, Suite 105 Naples, FL 34104 by Monday, March 28, 2022.
• For further information, contact Charles Kammerer at telephone (239) 252-8951 or
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. Funding recommendations of the TDC are final and 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: vendor invoices, 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 for consideration by the Clerk’s Finance Department. No advanced payments are
acceptable for reimbursement.
7.A.b
Packet Pg. 48 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
2
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.A.b
Packet Pg. 49 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
3
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 history. 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.A.b
Packet Pg. 50 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
4
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:
( ) Charter, Articles of Incorporation, By-Laws, Proof of Current State of Florida Status (except
government entities)
( ) Authority to apply for these tourism tax funds.
( ) IRS Determination Letter of non-profit status
( ) Form 990 (except government entities)
( ) 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) ____________________________________
Signature of Grant Preparer ______________________________________ Date _____________
Kathleen Brock
April 29, 2022
7.A.b
Packet Pg. 51 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
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: Lions Foundation of Everglades, Inc.
(2) NAME OF PROJECT OR EVENT: Hookem in the Glades (Fishing Tournament)
(3) CONTACT PERSON’S NAME: Jill Whitcomb
PHONE #: ____________________CELL PHONE #239-777-2011
E-MAIL ADDRESS: tpernas@bellsouth.net
(4) COMPLETE ADDRESS OF ORGANIZATION:
STREET: PO BOX 189
CITY: Everglades City ST: FL ZIP 34139
PHONE: ___________________ FAX: __________________________
WEBSITE: ______________________________________________________
(5) ORGANIZATION'S CHIEF OFFICIAL’S NAME: Cecil Barker
TITLE: President
ADDRESS IF DIFFERENT FROM ABOVE___________________________________________
PHONE:419-350-7117 FAX: ___________________________
E-MAIL: barkerswanton@aol.com
(6) ORGANIZATIONAL STRUCTURE:
(X) NON-PROFIT ( ) GOVERNMENT AGENCY ( ) FOR-PROFIT ORGANIZATION
(7) GRANT AMOUNT REQUESTED: $1000
(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)____________________________________________________
7.A.b
Packet Pg. 52 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
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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
The Hookem in the Glades fishing tournament will hold its 5th annual event in October 2022. Each year
the event has grown by attracting anglers from Collier and nearby counties. The tournament, a
fundraiser for student needs at Everglades City School, features divisions for adults and children
aboard boats, on kayaks, and on shore. The 2021 event had 180 entrants with 43 registered vessels.
The event raised over $14,000 for student needs at the school including athletic department fees like
events, referees, uniforms, debate club jackets for each student, student government initiatives,
student news crew equipment, and more. The event is promoted online in social media, in print via
posters and through our local newspaper, and by the tournament website at
www.hookemintheglades.com. The tournament shirt, given to each entrant, is a quality UV
protection fishing shirt that will be worn proudly after the tournament is over. Tournament sponsors
are featured on the shirts, and we would proudly put the Paradise Coast logo on the shirts as well as
on all other materials. We expect this year’s event to attract 50 vessels and over 200 anglers. Note:
The Lions Club has general liability insurance, however, event insurance is taken out for this
special event.
(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. (These figures are based on 2022 Tournament records)
Entrant Fees $ 9000
Sponsorships $ 15,000
____________________________ $
____________________________ $
7.A.b
Packet Pg. 53 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
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TOTAL OTHER FUNDS: $ 24,000.00
(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 40___________ Hotel Room Nights ___20___________
Tourist Tax Revenue $_____781.50____________
Direct Visitor Spending15630.00__________________
Economic Impact: $ ___23288.70_______________
PROJECT BUDGET RECAP
INCOME SOURCES:
TOURIST DEVELOPMENT TAX GRANT REQUEST $1000
TOTAL ADDITIONAL FUNDING SOURCES (From #12 previous page) $24000
OTHER INCOME SOURCES (shirt sales) $ 500
TOTAL INCOME - ALL SOURCES $25,500.00
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.
Website updates $250
Social media & Digital marketing $500
Print: Banners & Posters $250
____________________________________________ $___________________________
Total Tourist Tax Grant Expenses Planned: $1000
Other Project Expenses not using Tourist tax grant funds:
Custom Tournament Shirts $8000
Catering/Venue for Capt. Meeting $2500
Liability Insurance $350
7.A.b
Packet Pg. 54 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
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Packet Pg. 55 Attachment: FY 22-23 Cat. B Grant Application Lions Hookem Packet Application Only (23661 : TDT Funds to support Everglades City Triathlon
10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A.1
Doc ID: 23699
Item Summary: Marketing Partner Reports
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/19/2022 9:21 AM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/19/2022 9:21 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/19/2022 9:21 AM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/19/2022 9:24 AM
Tourism Paul Beirnes Director Completed 10/19/2022 9:36 AM
Office of Management and Budget Christopher Johnson OMB Completed 10/19/2022 1:00 PM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/20/2022 9:32 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 10:37 AM
County Manager's Office Ed Finn Deputy County Manager Completed 10/20/2022 12:56 PM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 2:30 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
9.A.1
Packet Pg. 56
Marketing Partner Reports
October 2022 TDC
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MARKETING PARTNER REPORTS
PART I
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RESEARCH REPORT
Downs & St Germain
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ADVERTISING REPORT
Paradise Advertising &
Marketing, Inc.
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Monthly Report | September 2022
2022
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Table of Contents
1.Visitor Summary & Insights:pgs. 4-10
1.Social Media:pgs. 11-15
1.Email:pgs. 16-19
1.Media Review:pgs. 20-29
ParadiseAdv.com
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1
1Visitor Insights
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Visitor Insights | Summary
52
●Visitor spend is trending slightly up YOY when compared to September 2021. Visitor volume is
trending up YOY as well. We are continuing to monitor Summer travel and beyond, expecting some
normalization from 2021 spikes.
●When delving deeper into spending data the New York, NY DMA was of note. The market maintained
it’s #2 position in terms of overall spend, and spend was made up of 75%+ $151+ HHI households.
●September visitors were visiting our site 1-2 months ahead of their visits. Underlining the importance
of having timely content on the website.
●Florida travelers represented 51% of visitors in September. The Florida resident continues to be an
important and valuable traveler for the destination.
ParadiseAdv.com
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Visitor Insights | Visitor Flow and Volume
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ParadiseAdv.com
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Visitor Insights | Demographics
ParadiseAdv.com
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Visitor Insights | Spending
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ParadiseAdv.com
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Visitor Insights | Website Attribution
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ParadiseAdv.com
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Visitor Insights | Market Index Over Time
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ParadiseAdv.com
The Market Index looks at the relationship between website traffic, destination visitation, and visitor spending from
those origin markets. All data values scaled 0-100 with 100 being the top value in any category. The individual
components are averaged together (simple average) to create the Index. Your home market DMA is excluded from this
insight.
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Visitor Insights | Visitor Economy Index Over Time
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ParadiseAdv.com
The Visitor Economy Index measures the year-over-year percent change across several data sources and combines them
to give you a clearer view of how your destinations tourism economy is doing compared to the same month in the
previous year. Anything above 0% means that month's performance is ahead of the previous year. Anything below 0%
indicates that months performance is below the previous year. Data inputs include: visitor device count (Near), visitor
cardholder count (Affinity), visitor cardholder spend (Affinity) monthly hotel demand or occupancy (STR) IF you
subscribe, and short-term lodging revenue or ADR (AirDNA) IF you subscribe.
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9
2Social Media
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Organic Social | Facebook
60*Percentages based MOM comparison
Impressions Engagements Post Clicks Followers Net Follower Growth
4,500,334 (+13.3%)70,566 (-15.4%.)19,611 (-10%)47,886 206
*Percentages based MOM comparison
*Reporting reflects that all social media postings were paused on September 23rd, 2022.
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Organic Social | Instagram
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*Percentages based MOM comparison
Impressions Engagements Video Views Followers Net Follower Growth
907,400 (-32.6%)427(-66.2%)16,842 (-57.9%)16,218 +1.0%
*Reporting reflects that all social media postings were paused on September 23rd,
2022.
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Organic Social | Twitter
62*Percentages based MOM comparison
Impressions Engagements Post Link Clicks Followers Net Follower Growth
2,657 (-47.8%) 66 (-68.3.%)12 (-25%)10,270 +50%
*Reporting reflects that all social media postings were paused on September 23rd, 2022.
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Organic Social | LinkedIn
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*Percentages based MOM comparison
Impressions Engagements Post Clicks Followers Net Follower Growth
1,347 (-37.7%)78(-26.4%)32 (-17.9%)583 11
*Reporting reflects that all social media postings were paused on September 23rd, 2022.
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4
3Email
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Email | Consumer E-Scapes
Topic: Dining
Subject Line: Taste the Flavors of Paradise
Most-Clicked Link:Stone Crab Article
Open Rate CTO RateRecipients
34.07%6.25%36,621
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Email | Meetings E-Scapes
Subject Line: Everything Adds to
Perfection in Paradise
Most-Clicked Link:Lisa’s LinkedIn
Open Rate CTO RateRecipients
6.52%17.4%114,425
Subscriber List 5,166 recipients Paid List 109,259 recipients
66
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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
5,166
Consumer List
36,621
Net Change
(this month)
+177
Net Change
(this month)
+124
67
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4Media Review
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Media | Performance
Performance Highlights:
●Total Estimated Spend:$32,692
●Total Impressions: 3,448,246
●Total Clicks: 17,559
●Overall CTR: 0.51% (up 28% from previous month)
Top performers in Arte Viva Campaign:
●In Display:
○Division D (companion banners running with podcasts and streaming
audio) with a 1.44%
○DigDev, (retargeting banners to those who received an ArteViva eblast),
with a .43%
Industry Benchmarks: CTR: 0.08% VCR: 70%
In September, as we wrapped up the FY22 fiscal year, the only media running was the Arte Viva campaign and some
remaining LGBTQ initiatives.
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Media | Creative
Top Banner Creative:
●Arte Viva -2 top performing ads
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Paid Social | Facebook/Instagram Performance
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The Evergreen campaign along with Arte Viva ran in September, ending
9/18/22.
●Impressions: 3.9M
●Post Engagements: 547,520
●Clicks: 13,748
By campaign:
●Evergreen CTR: 0.21%
●Arte Viva CTR: 4.92%
*Travel industry benchmark: 0.9%
Beach Looping
216,161 Post Engagements Arte Viva
5.78% CTR
Top Performing
Traffic Creative:Top Performing
Engagement Creative:
Campaign with highest CTR
was Arte Viva
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Expedia | Economic Impact & Insights
Our Expedia campaign ended 8/28. Below and on the following page are final results for Spring/Summer
Campaign, April-August, from those exposed to advertising on Expedia
*Does not include Expedia results
*Report as of 3/20/22 (End of the Winter Campaign)
During the Spring/Summer campaign running from April through the end of August, Expedia showed the
following results:
●The advertising directly drove 9,200 room nights (4,600 hotel room nights and 4,600 vacation rental
nights)
●2,100 Airline Tickets were sold to those exposed to the advertising, at an average ticket price of
$292.
●It generated $3.5M in gross bookings, for a 140.4 Return on Ad Spend.
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Expedia | Economic Impact & Insights
Overall April-August:
●NYC/Newark remains at
first in number of tickets
and in Gross Bookings,
with Chicago second.
●Detroit is longest trip
duration at 6 days.
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Adara | Economic Impact & Insights
NOTE: Hotel Revenue can show
both Observed (direct partner data
from those exposed to advertising)
and 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.
Observed Data -August
Enriched Data -August
Note: The only media running to drive this
revenue in Sept was Arte Viva and some LGBTQ.
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Adara | Economic Impact & Insights
●Hotel search to book window in Sept was
less than a day
●Hotel book to travel window is 12 days
●Flight search to book was 16.8 days
●Flight book to travel was about 5 weeks, or
37 days
●The largest % of travelers
booking are couples (50%),
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With so few bookings, we see some outliers like Austin,
Denver, Lafayette (LA), and Victoria (BC)
Adara | Economic Impact & Insights
With so few bookings due to minimal advertising, we
only see these Florida markets.
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Top Media Partners in August Driving
Searches
Top Media Partners in August Driving Revenue
Adara | Economic Impact & Insights
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2022THANK YOU
83
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PUBLIC RELATIONS REPORT
Lou Hammond & Associates
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National Public Relations Update
TDC Meeting
Services conducted in
September 2022
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Media Highlights
LHG & CVB PR EFFORTS –September 2022
Media Impressions: 11,663,261
Media Value: $67,063
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Media Highlights
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Media Highlights
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Media Outreach
➢Written Materials
➢Domestic Media Mission
➢Agency drafted materials and submitted destination for
inclusion in Visit Florida’s Domestic Media Mission, to be held in
November 2022
➢Wall Street Journal
➢Agency submitted destination in “Romantic Getaways” pitch.
Monitoring for possible coverage.
➢Arte Viva
➢Agency drafted press release and media alerts for distribution
surrounding Arte Viva events and monitored for coverage
following release and press conference.
➢Afar, Conde Nast Traveler, The Points Guy, Travel + Leisure
➢Agency pitched the destination in conjunction with story
opportunities on great places to consider for December
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PROJECTS
➢Major Pitch Points
➢Agency promoted the following topics:
➢Haunted Attractions
➢World Tourism Day
➢Where to Go in 2023
➢Vetting: Media Requests
➢Agency identified and made recommendations on hosting
media/influencers by investigating their demographics, aesthetic,
engagement, etc. to determine if it was going to provide value to
the destination.
➢Abhijeet Kumar (@imabhi.2425) –recommended passing on
opportunity
➢Michael Shoeck (runtheatlas blog) –recommended passing on
opportunity
➢Tom Berg (Freelance outdoors writer) –recommended passing
on opportunity
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Partner Communications
➢Partner Engagement
➢Through Hot Tip programming, requested information on seasonal
story angles/ideas; collected responses which were added to
shared document.
➢Destination Travel Analysis
➢Agency provided Client with key metrics and sentiment from
Destination Analysts.
➢Partner Newsletter
➢Agency assisted in creation of September Newsletter and
deployment to partners on September 20.
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Looking Ahead
➢Pitching
➢Hurricane Ian recovery messaging
➢Stone crab season
➢Holidays in Paradise
➢Family Friendly Getaways
➢What’s New for 2023 in Paradise
➢Sustainability
➢Upcoming Coverage
➢Sports Planning Guide –Pickleball in Paradise Coast -TBD
➢Charlotte Parent –TBD
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Thank you!
Proud to be your Partner in Paradise!
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TOURIST TAX COLLECTIONS
Collier County Tax Collector
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MARKETING PARTNER REPORTS
PART II
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WEB SITE ANALYTICS
Miles Partners, Inc.
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September 2022
Naples, Marco Island & the Everglades CVB
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Top States
●Florida 30,896
●Georgia 7,178
●New York 3,885
●Virginia 2,999
●Illinois 2,784
Top Metros
●Ft. Myers-Naples, FL 9,806
●Miami -Ft. Lauderdale, FL 7,183
●Atlanta, GA 5,917
●Tampa -St. Petersburg, FL 5,682
●New York, NY 3,544
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Collier County Museums
Visitation Reports
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2,593 TOTAL VISITORS IN SEPTEMBER
September 2021 September 2022
Collier Museum at Government Center 373 520
Immokalee Pioneer Museum
at Roberts Ranch 115 131
Marco Island Historical Museum 818 642
Museum of the Everglades 440 398
Naples Depot Museum 990 902
TOTAL 2,736 2,593
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Where are you from?
54%
7%
23%
13%
3%
Full-time Collier Resident Part-time Collier Resident Florida resident (not Collier County)US resident (not Florida)International
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How did you hear about us?
0 2 4 6 8 10 12 14 16
Radio
Magazine Ad
Chamber of Commerce
Newspaper Ad
Newspaper Article
Magazine Article
Social Media
Web Search
Other
Word of Mouth
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Please explain why you would or would not
recommend this museum to others.
Beautiful walk-through local history.Nice interactive exhibits.
It is wonderful to know about the past of where you live.It’s amazing, the special exhibit with Matt Stock was world-class.
Very interesting.Very informative. Peaceful pretty grounds.
I would recommend this place to others because I love it. It has many
interesting exhibits.Highly recommend.
Very fun and thoughtful.Highly recommended.
Wonderful exhibits and staff.Very informative and interesting particularly as a Collier county resident.
Came for Museum Day and it was phenomenal!!!I Recommend it
The staff are so nice.
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Customer Satisfaction
AVERAGE MAXIMUM
Please rate your overall experience with this Museum.5.0 5.0
How satisfied were you with the service you received?4.93 5.0
How likely are you to recommend this Museum to a friend
or colleague?9.83 10.0
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How likely are you to recommend this Museum to
a friend or colleague?
4% (0)7% (2)89% (28)
0%10%20%30%40%50%60%70%80%90%100%
Detractor Passive Promoter
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Current
Exhibits
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Roots of Immokalee
Every person has a story. The woman in front of you at the
grocery store. The man riding his bike down Main Street. The
mother taking her children to the neighborhood park after a long
day. The friendly man you wave hello to on your way to work.All
you have to do is listen.
Immokalee Pioneer Museum at Roberts Ranch
August 30 to November 12, 2022
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Gearheads in the Glades
This exhibit thoroughly explores the ways that swamp ingenuity was
used to modify machines and motor vehicles to traverse and tame
the Everglades. Both airboats and swamp buggies were spawned by
mixing surplus airplane parts with boats, cars, trucks, and tractors.
The history of these hybrids and mechanical Frankenstein creations
will be told, with both vintage photos and actual vehicles included in
the displays.
Museum of the Everglades
October 25, 2022 to January 28, 2023
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From the Great Lakes to the
Sunshine State: Exploring the
History of U.S. 41
U.S. 41 has never inspired our imaginations in the way of its more famous
brethren such as Route 66 or Highway 1. However, its roots go back to the
dawn of the automobile age, and it has a long history as a bridge between
the Midwest and the South. From the shores of Lake Superior in Michigan to
the Gulf Coast here in Naples, the route passes through eight states along the
way and crosses the entire width of the country from north to south. The
exhibit covers the history of the highway and many of the places of interest
along its route.
Collier Museum at Government Center
September 13, 2022 to January 21, 2023
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Art of the Dig: Wells Sawyer’s
Watercolors
Wells Sawyer was the photographer and watercolor artist for the
1896 Pepper-Hearst expedition to Marco Island. Sawyer’s
watercolors helped the public see just how extraordinary the
artifacts were. As many items deteriorated due to their exposure to
oxygen Sawyer’s watercolors also proved to be a powerful tool to
study them as they originally appeared. This exhibition will include
watercolors not previously published.
Marco Island Historical Museum
October 11, 2022 to January 19, 2023
Opening Reception October 26 from 4:30 to 6 pm
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THANK YOU
Questions?
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10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 11.A
Doc ID: 23675
Item Summary: Tourism Staff Reports
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/17/2022 12:43 PM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/17/2022 12:43 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/17/2022 12:43 PM
Corporate Business Operations Jennifer Reynolds Stage 1 Review Completed 10/17/2022 12:58 PM
Tourism Kelly Green Stage 1 Review Completed 10/18/2022 9:04 AM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/18/2022 9:12 AM
Office of Management and Budget Christopher Johnson OMB Completed 10/18/2022 10:33 AM
Tourism Paul Beirnes Director Completed 10/19/2022 1:26 PM
County Manager's Office Ed Finn OMB/CMO Reviewer Completed 10/20/2022 10:38 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 10:40 AM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 2:19 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
11.A
Packet Pg. 177
Paul Beirnes DIRECTOR ACTIVITIES – Sept 1 - 30, 2022
TASK
2022
Strategic Planning Projects 10
Collateral Development 11
Staff Planning & Development 20
New Projects 5
Current and Upcoming Significant Strategic Initiatives
Deputy Director of Tourism : The search for this role will continue. Early October a revised pay-scale
associated with all County roles was established. This should allow for a wider interest in candidates.
Position will be reposted in coming days.
Hurricane Recovery Efforts: The majority of concentrated efforts will continue to revolve around the
recovery efforts followed by the impacts of Hurricane Ian. Focus and direction will be showcased in
TDC meeting.
.
Monthly Activities
Trade Shows / Tourism Industry Conferences
• Attended the Florida Governors Conference on tourism August 30 – Sept 2.
• Personally me with senior executive with Visit Florida to discuss FY23 alignment of initiatives
Tourism Industry & Intra-Division Meetings
• Conducted a series of meetings with Procurement regarding the Midwest Sales RFP process.
• Finalized all the details surrounding the scheduled (postponed) Tourism Star Awards
• Conducted a press event surrounding the launch of Arte Viva
Staffing / Development
• In the absence of a Deputy Director of Sports , I continue to facilitate in good faith much of
the roles and responsibilities relating to the effective bridge between Tourism and the Sports
Complex in order to ensure and avoid compression during peak season.
• Administer, review, provide feedback and approve division Controls
• Conduct weekly scheduled one on one meetings with each of 9 current staff reports
• Conducted assigned / required Collier University training
• Monthly meeting with Deputy County Managers Dan Rodriguez
Strategic Implementation
• Immediately upon the approach of Hurricane Ian, initiated my role within the Emergency
Operations Center
• Conducted the strategic and creative execution of a 2 month long promotion with KSTP -TV
ABC affiliate Minneapolis (cancelled execution due to Hurricane)
• Attended the 2022 NABOR Economic Summit
• Aligned with the County Manager’s office to contribute to the development / update of a
County Strategic Plan
• Conducted a series of meetings over the course of the month with Paradise Advertising to
develop the formal FY’2023 Marketing Plan
• Partnered with leadership of the Sports Complex to pursue and negotiate a series of events
and sporting events for the destination
Marketing / Public Relations/Communications / Sales
• Bi- weekly PR agency meeting
• Monthly Paradise Advertising agency meeting
• Strategic guidance on all meeting and leisure email blasts
• Provide team with regular data insight and market intelligence
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Packet Pg. 178 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Collateral development
• Provided ongoing review, direction, proofing and approval of all division collateral and
communications
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Packet Pg. 179 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Arts and Culture
John Melleky – Arts and Culture Manager 09/01/2022-09/30/2022
TDT GRANTS AND OTHER GRANT PROGRAMS
• Reviewed grant applications and held the staff review of applications.
• Created a grant application summary sheet and Executive Summary for the Sept. TDC meeting
and presented recommendations to the committee.
• Worked with the legal department to send out contracts.
Meetings were held with organizations on grant implementation.
DATE ORGANIZATION
09/15/22 Naples Art District
09/19/22 Naples Art Association
GENERAL CVB PROJECTS
• On-call for hurricane emergency center and kept in touch during the storm.
PUBLIC ART COMMITTEE
• Created the public notice and board materials and held the September committee meeting.
• Attended a walkthrough of the location of the possible Bayshore public art installation.
¡ARTE VIVA! - HISPANIC ART FESTIVAL
• Marketing Rollout for the teaser campaign began on Aug. 22
and will run through mid-September.
o Continued review of events and website information.
• ¡ARTE VIVA! Press Conference – held on Sep. 14
o Set and implemented a production plan for the press
conference.
o Worked with PR team on roles, invitation list, and script for the press conference.
o Coordinated with the venue on signage, food, and contracted entertainment.
o Created a list of marketing materials needed and ordered materials to be developed.
• Artist and Media Interviews – ARTE VIVA!
o Worked with the PR team on information and held interviews with WINK-TV and with
various media outlets at the press conference.
o Coordinated visits to Naples Art and Felipe’s Mexican Taqueria for their first events
and obtain some media footage.
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Packet Pg. 180 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
o Met with Sun Broadcasting to see how to work together on various activities and
events.
• Commissioner Chambers Exhibition
o Worked with Paradise Coast and finalized layout and designs for an art exhibition in
Commissioners Chambers for October. Reviewed and approved layouts.
• ¡ARTE VIVA! Event Attendance
DATE ORGANIZATION
09/15/22 Artist Lecture Series at Naples Art – Jonathan Martinez and Maria Fuerte
Castillo
09/16/22 Felipe’s Mexican Taqueria – filming of items for promotions
OUTREACH TO ARTS AND CULTURE ORGANIZATIONS
Meetings were held with various arts and culture organizations for future planning or for general
introductions.
DATE ORGANIZATION
09/02/22 Initial meeting with Greater Naples Duck Race organization
09/07/22 Introductory meeting with Poetic Films
09/07/22 Introductory meeting with Immokalee Seminole Casino – Hispanic arts
events
09/19/22 The Naples Players – ways to work together on social media
09/21/22 Gulfshore Playhouse – introductory meeting with Community Outreach
person
09/21/22 Naples Comedy Festival – introductory meeting
09/22/22 Sizzle Dining – introductory meeting
09/23/22 Arts Planet – introductory meeting
UPCOMING STRATEGIC INITIATIVES
• Finalize draft of new grant processes for the TDT grants and implement vendor selection and
contract for the online grant management system.
• Develop possible marketing items for ¡ARTE VIVA!
• Work with the United Arts Council to help with implementation and data collection.
• Build areas on the website for Arts and Culture organizations and work with them on detailed
content.
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Packet Pg. 181 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
GROUP MEETING SALES REPORT
Lisa Chamberlain, CMP – Group Sales Manager
Reporting Period: September 1 – 30, 2022
2021 2022
Number of Meeting Planner Contacts
140 in 2021 60 (vs. 60 in Aug; 63 in July; 63
in June; 31 in May; 55 in Apr; 51 in Mar;
97 in Feb; 103 in Jan; 84 in Dec / 74 in
Nov)
Number of RFP leads sent to hotel
partners
58 Leads sent
33,094 potential room
nights
$20,738,897.24
Estimated Economic
Impact
107 Leads sent last month
(is that a record?)
$61,432,913.22 estimated
Econ impact
20 leads sent (vs. 38 leads sent in Aug;
50 in July; 46 in June; 31 in May; 58 in
Apr; 44 in March; 52 in Feb; 86 leads
sent in Jan; 73 in Dec; 62 in Nov and 60
in Oct)
24,000 potential room nights (vs. 21,559
in Aug; 34,347 in July; 29,969 in June;
17,960 in May; 30,848 in Apr; 27,576 in
March; 25,719 in Feb; 51,754 in Jan;
21,437 in Dec; 24,681 in Nov)
$15,796,800.96 Estimated Economic
Impact (vs. $12,452,893 in Aug;
$20,463,817 in July; $16,788,741 in
June; $6,797,942 in May; $19,267,376 in
Apr; $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
8 groups booked
vs (1 booked in 2021; 0
booked in 2020; 20 groups
cancelled and 15 turned
lost due to CV19)
2 groups booked (vs. 4 in Aug; 4 in July;
4 in June; 7 in May; 7 in Apr; 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
$4,393,996.91 direct
spending EI;
2134 total room nights
booked
$927,426 direct spending
EI;
554 total room nights
booked
$396,907.87 direct spending EI; 871 TRN
in Aug; (vs $213,157 direct spending EI;
871 TRN in Aug; $1,893,453 EI; 2742
TRN in July; $2,387,999 direct spending
EI, 4262 TRN in June; $4,638,164 direct
spending EI, 8,848 TRN in May: (vs
$2,116, 617 direct spending EI, 4,154
TRN in Apr; $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
4 in Aug 2021
5 in July 2022
(vs. 1 in 2021; 0 in 2020)
1 For Sept (vs 6 for Aug; 1 for July;
4 for June; 4 for May; 4 for Apr; 2
for Mar; 3 for Feb; 0 for January; 0
in December; 3 in November)
- Legatus; Feb 2025; 825 TRN
(declined);
-Ernst & Young Dec 2022 890 TRN;
--PGT Innovations Nov 2022; 145
TRN.
-Impellum Performance Summit
May 2023 350TRN.
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Packet Pg. 182 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
-Institute for Professionals in
Taxation June/July 2025 1659 TRN -
--Southeastern Actuaries June
2025 290 TRN;
Number of RFPE’s to Contract
1 in Aug 2021
(vs. 1 in pending rebook in
2020)
2 For Sept (vs. 0 for Aug; 1 for
July; 2 for June; 2 for May; 1
for April; 0 for March; 0 for
February; 0 for January; 0 in
December; 1 in November)
Southern Wholesalers Assn
2024 JW Marriott
Client Site Visits & FAM’S
3 in Aug 2021
(vs. 0 - all sites cancelled in
2020)
4 in Sept (vs. 4 in Aug; 2 in July;
1 in June 0 in May; 0 in Apr; 5 in
March; 1 in February; 2 in January) ---
-Trustmark Leaders Conf 2024 Sept 6 &
7
Hotel Partner Site Visits 2
(vs 1 in 2021; 6 in
2020 - 5 hotel/one
DMC)
4 (vs. 10 in Aug; 7 in July; 7 in
June; 3 in May; 0 in Apr; 1 in Mar;
1 in Feb; 1 in Jan)
Number of Shows Attended 1 show in Aug 2021:
Connect Corporate 2021
in Tampa (vs 0 shows in
2020)
1 in Sept Destination Southeast (vs 0
in Aug; 1 in July Florida Society of
Association Executives Annual
Conference 2022; 0 in June )
• Joined the CVB team on February 1, 2021
EVENTS ATTENDED
Hotel & Hospitality Industry networking event Naples, FL
SALES ACTIVITIES
Attended Destination Southeast in Daytona Shores September 11th-13th. One-on-one appointments with
22 meeting professionals.
The CVB team recently participated in two successful client events in Chicago: SITE’s Cubs Event,
which was well attended with 60 planners and the GPS Midwest Chicago event with 70 meeting
professionals in attendance. We were in Minneapolis recently with Destination Reps Celebration
which welcomed 95 planners and hosted a joint client luncheon with Midwest Sales Reps at Prestige
Global Meeting Source. Maura Zhang attended Prevue Meetings’ Meet Well Aug 17-19 in Orlando.
Connecting with and assisting meeting planners who have submitted leads directly and through Cvent and
other channels.
RFPs. 20 leads this month (vs. 38 in Aug; 50 in July; 46 in June; 31 leads in May; 55 leads in April; 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)
• 9/6: Trustmark / SDI Meetings & Incentive SITE VISIT Sept 6-8, 2022
• 9/7: Trustmark / SDI Meetings & Incentive SITE VISIT
• 9/11-13: Destination Southeast Show in Daytona
• 9/14: Midwest Representatives IMEX America 2022 Planning Call with Maura Zhang and Barbara
Quigley
• 9/14: Tourism Sales Representation Meeting for Midwest Representation meeting at county
• 9/20: Lindsey Norris and Katie with Visit Florida office Visit
• 9/21: Meeting with Gulfshore Playhouse representative Nick Dalton
• 9/21: Midwest Team Zoom Call with Maura Zhang and Barbara Quigley
• 9/21 Destination International’s Webinar: Back to the Basics of the Event Impact Calculator (EIC)
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Packet Pg. 183 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
• 9/21: Met with client, Regina Day on 5th Avenue
• 9/22: Tourism Sales Representation – Midwest US Organizational Meeting at the County
• 9/25: Collier County Partners Conference Call on Sunday for Hurricane Ian update
• 9/27: Preparation for Hurricane Ian
OBSERVATIONS/TRENDS
Our hotel partners continue to report that lead volume is strong and planners are conducting site
visits, which reflects what we are experiencing.
Northstar Meeting Group’s New Pulse Survey shows ‘Though Planners Remain Optimistic, Patience
with Hotels is Wearing Thin. Demand for in-person meetings is strong, but inflation’s impact is
worsening, and supplier relationships are strained. Link below for full Pulse Survey results:
NMG-Cvent-PULSE-082522-final.pdf (northstarmeetingsgroup.com)
UPCOMING STRATEGIC INITIATIVES
With the new FY23 upon us, we will be preparing Proposals to Attend for the key upcoming conferences
on our calendar. Preparations underway to register, complete travel requests, etc to attend future events
We will be attending Northstar Meetings Group’s sold out Destination Southeast 2022 in September
and look forward to representing our destination in Visit Florida’s booth at IMEX America 2022 in
October.
Destination Southeast 2022 Daytona Shores
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Packet Pg. 184 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
GROUP MEETING SALES REPORT
Synergy-Connect Midwest Reps
RFPs
Event Name Organization Contact State Event Date Total
Room
Nights
LPL Financial 2023 Retirement
Partners Annual Meeting
Maritz Michelle
Long
OH October 12-
20, 2023
1289
CUES Directors Conference Conference
Direct
Lynn
Golabowski
WI December 5-
13 2023
2983
DM Leadership Team Meeting Zurich Jaime
Baselice
IL February 20-
23, 2023
36
UIL- Naples CTP Travel
Service
Lisa
Bekkering
NE March 3-6,
2023
220
National Center for State Courts 2024
Midyear meeting
Maritz Travel Jessica
Klapstein
MO December 3-
8, 2024
275
20S1- Naples 2023 Maritz
Travel/NCM
Associates
Kristen Fried MO February 14-
16, 2023
48
Thoughtworks Meeting Meetings Made
Easy
Marie
Altizer
MI December 4-
8, 2022
30
Fox Joint EC Meeting 2023 Helmsbriscoe Noel Mateo NV February 27-
28, 2023
30
Derivatives and Futures Law
Committee Winter Meeting
American Bar
Association
Meghan
Stallkamp
IL February 4-9,
2025
400
2021 2022
Number of Meeting Planner Contacts 80 80
Number of RFP leads sent 9 9
Number of Groups booked 3
Total Room Nights/Econ. Impact for Period booked 237 Room nights /
$33,862.02
Number of RFP Enhancement (RFPE) Requests
Number of RFP’s to Contract
Site Visits & FAMS 1
Number of Shows Attended 4 in-person 1
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Packet Pg. 185 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
PROSPECTING and OTHER ACTIVITIES
● Reached out by phone and/or email to all new leads in September
● Reached out by phone and/or email to tentative accounts
● Attended Destination Celebration Minneapolis (60 planners in attendance)
LOOKING AHEAD
● October 6, 2022, Destination Celebration Indianapolis, BQ attending
● October 10-13, 2022, IMEX 2022 (BQ Attending)
● October 18, 2022, Destination Reps Quarterly meeting and AAOS presentation (BQ
attending)
● November, 2022 – PCMA Greater Midwest “Bowl-A-Thon”,( BQ attending)
● November, 2022 - MPI Chicago Area Chapter Signature Luncheon (BQ attending)
● November 30-December 1, 2022 -Association Forum Holiday Showcase, BQ
attending
● December 7, 2022 - Destination Reps Holiday Party, BQ attending
● December 8, 2022 – Site Holly Trolley, BQ attending
● January 9-12, 2023 PCMA Convening Leaders - Las Vegas (Pending Approval)
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Packet Pg. 186 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
PERIOD AT A GLANCE 2020 2022
Number of Planners 47 0
Number of FAM’s/Site Visits 0 0
Tradeshows 2 0
Number of RFP’s Definite
0 1 lead turned
definite 360 room
nights with EIC
$396,907.87
Number of RFP’s Sent 6 4 leads sent 233
total room nights
and $132,012.92
EIC
Specialty Markets
Michelle Pirre - Sales Assistant 9/1/2022-9/30/2022
Meetings & Events:
Sept 7, 2022 - Lunch with Krysten Michelle Bacan VP with NewEDJ Media. New Naples Pride
Business Alliance Member looking for LGBTQ friendly businesses to work with, networking
etc.…
Sept 20, 2022 - Special Needs Call Center – Updating contact info into Special Needs
Registry.
Sept 21, 2022 – Nick Dalton Community Outreach with Gulfshore Playhouse. Met with Nick
at CVB office with our team members to hear what is new and exciting wit h the playhouse
and how Nick can reach the local community. Gulfshore playhouse is also another new
member with the Naples Pride Center.
Sept 21, 2022 – Google meet with John Barnett iDSS and Lisa Chamberlain Group Sales
Manager to discuss CVENT Integration with iDSS to save time entering leads.
Sept 26, 2022 – Special Needs Call Center worked calling registry members for potential
evacuations.
Sept 29, 2022 – Special Needs Call center assisting with contacting registrants to be sure
they are safe and secure.
Specialty Markets focus this month has been on several projects we have both with the
County and CVB office. Unfortunately, due to hurricane Ian we had to postpone our Tourism
Awards program, after putting in many hours this month preparing for the event that was
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supposed to take place on September 28, 2022. A new date is forthcoming once our venue ,
Naples Grande has had time to rebook misplaced events.
Specialty Markets has been working closely with Steven Sendor, the COO with Sophisticated
Weddings Event, which is taking place in NYC on Oct 14th. We have been focused on staying
in touch with our partners who were scheduled to attend and being sure we are prepared for
this event. Unfortunately, our hotels that were expecting to be in attendance, are now
unable to go with us due to the heavy workload from taking on misplaced weddings and
events from our neighboring counties. We have invited Terry Gallagher with Lou Hammond
Associated to speak to PR and Media requests that we may get at the event. As the CVB is
vested in the Sophisticated Weddings event , at this point, we must attend to show our
resilience and speed to recovery.
For the LGBTQ market the CVB is looking at sponsorships for various tradeshows including
the NYC and Chicago Travel & Adventure Show LGBTQ Pavilions. Also looking into a sponsor
ship with the Florida Out Coast Conference that will take place in Tampa in 2023.
UPCOMING STRATEGIC INITIATIVES
Sophisticated Weddings Sponsorship - Oct 14, 2022
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Packet Pg. 188 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
PUBLIC RELATIONS & COMMUNICATIONS
Sandra Rios/Maria Power September 1-30, 2022
Journalists/ Influencer Activity:
Hosted:
KSTP-TV, Minneapolis, “Twin Cities Live” anchor, Kristin Haubrich and producer, September
20 – 22. Filmed b-roll, 4 scripted segments and teaser segments for “Florida Surprise
Flyaway” on-air promotion. Promotional elements include live visits on the show gifting
undisclosed winner with a vacation to Florida’s Paradise Coast. Produced in conjunction with
Visit Florida, exposure includes 4 preview segments, 4 surprise giveaway segments, 20 in-
show mentions, 40 show promos, contest page exposure, 4 social media posts and an
anticipated total impressions count of 8,205,600. Promo air-dates October 1 – December 2,
2022.
DUE TO IMPACTS FROM HURRICANE IAN, PROMOTION WAS SHELVED FOR A
FUTURE DATE
Activity:
Reviewed and updated Crisis Communications information for distribution to team in advance
of Hurricane Ian landfall. Updated Hurricane Ian storm messaging for website and internal
team distribution. Assigned to EOC assignment desk #13 shifts during Hurricane Ian.
• Gaylene Salomons, Associate Editor, Naples Illustrated, DECEMBER 2022 issue
content for Agenda/Cultural Calendar section
• Supplied Lisa Hede with images for Golf Travel article for future article in Leisure
Group Travel magazine
• Supplied MARE TV with information about Everglades Ochopee Post Office and
Airboats associations.
• Supplied Steve Winston from SMART MEETINGS magazine with Group Sales
information highlighting group activities for Naple’s meetings groups .
• Boston Globe journalist, Pamela Wright itinerary for future Boston Globe article.
DELAYED DUE TO IMPACTS OF HURRICANE IAN
• Provided Images for Black Diamond, our PR firm for media pitching
• Assisted Avia Reps, with photos to be used at FIT Event
• Provided James Duncan of Beutler Ink with images of Naples Grande Beach Resort.
PERIOD AT A GLANCE
September 2022
September 2022 September 2021 / 2020
Media Interactions 278 September 2021 – 53
September 2020 - 20
Journalists/Influencers Hosted
1
September 2021 - 1
September 2020 - 1
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Packet Pg. 189 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
• Provided Alisa Bowman from Gulfshore Opera images for marketing materials
• Provided Rachel Applegate of Gulfshore Playhouse with images for website and email
campaigns
• Provided Mark Grased of NMG Network with images for a feature on Naples in
HEREIN magazine, a Marriott affiliated publication.
• Assisted Edgewater Beach Hotel with information for Matthew Berritt / Social Life
Magazine based in the Hamptons, NY.
• Forwarded event information to Angela Caraway-Carlton / freelance writer for LUXE
Interiors – January issue.
• Continued conversations with National Geographic for future article
• Vetted:
o Tom Berg – Adventure Sports Outdoor magazine outdoor freelance journalist
o Abhijeet Kumar – Influencer request
o Michael Schook – Run Atlas influencer request
o Julia Randall – Stays and Getaways – German influence request
o Bill Cleven – Bill on the Road travel blogger request
Regional and International PR Initiatives:
Hosted ¡Arte Viva! press conference, September 14th at Artis—Naples. Preparation for the
event included design, layout and event planning, media alert and press release draft and
distribution, draft, and review of talking points for County Commissioners and VIP speakers,
media invitations and follow-up.
• Press release distributed to 268 select media contacts
• Posted all ¡ARTE VIVA! events on the Paradise Coast Website
Planning of 2022 Paradise Coast Tourism Star Awards Program, slated for September 28th at
Naples Grande Beach Resort. Includes room layout, catering menu, entertainment selection,
drafting judging criteria, rewrite award category descriptions, selection of judges.
DUE TO IMPACTS FROM HURRICANE IAN, PROMOTION WAS SHELVED FOR A
FUTURE DATE
Supported planning and promotional activity implementation for Sophisticated Weddings title
sponsorship event during NYCBF Week. Event will take place at Capitate on October 14,
with a pre-event networking opportunity prior to the main event. Media attendees include NY
Times, Bride’s magazine, The Knot, Vogue Brides, Town & Country, Good Morning America,
Elle Bride, Fox 5, NY Post among others.
Supplied International Group Sales with 25 media kits for use at Brand USA tradeshow in
Frankfurt, Germany.
News & Press Releases:
News:
¡ARTE VIVA! Year-Long Cultural Celebration Announced
¡Arte Viva!, a yearlong celebration of Hispanic art and culture kicks off in Naples
https://www.paradisecoast.com/media-center/the-news/hotels-to-book-trip-to-naples
News Releases
Experience La Calavera Catrina in the Garden
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Packet Pg. 190 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Vineyards Country Club Named Winner in 2022 WeddingWire Couples’ Choice
Awards®
Paradise Coast Sports Complex to Host Naples Fine Art Show
Copperheads Rugby League Football Club to host Sept. 9 International Club Challenge
against Australia’s Coogee Wombats
Bayshore Drive Selected as Finalist for APA Great Places in Florida Award
Website Listings, Events and Deals
• Created and updated 181 event listings on the website.
• Website data:
o September = 5970 views on the events page.
o The events landing page stayed steady at the fourth most viewed page
• Created or updated 12 deals on www.ParadiseCoast.com.
o 3041 unique views from individuals searching deals.
o Deals page views up 64% compared to 2021, and up 44% compared to 2020
views.
• 2 business listings created, updated, or removed from the website.
Administration & Writings
• Drafted and reviewed submission to Visit Florida Domestic Media Mission targeting
journalists in Dallas and Austin, TX
• Drafted and submitted myCollier Newsletter submission - ¡Arte Viva! article
• Participated in bi-weekly Agency Partner Call (LHG and Paradise Advertising).
• Participated in Miles Media monthly Reporting Meeting.
• Participated in weekly Collier County PIO ZOOM call.
• Prepared September TDC PR Report.
• Drafted and submitted Destinations Florida article.
• Reviewed and revised content for Group Sales, Social Media, Specialty Markets, Film
Commission, Leisure, Sports, and Arts & Culture and PR articles for CoastLines
Newsletter.
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Publicity Highlights (clips)
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https://www.naplesnews.com/story/life/neapolitan/2022/09/19/hispanic-arts-culture-take-center-
stage-collier-county-year/10381334002/
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Packet Pg. 194 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Naples studies its Spanish with ¡Arte Viva! year of Hispanic culture and arts
Harriet Howard Heithaus
Naples Daily News
Hear this story
A countywide festival announced last week — ¡Arte Viva! — is so grassroots it was growing before Collier County
officials and organizations even had a name for it.
But the end result will have nurtured blooms: a themed nine months that showcases Collier's wide spectrum of
Hispanic arts and culture, as just a few of the events listed here demonstrate:
• Larger-than-life art. An acrylic-and-aluminum kinetic sculpture that covers the north lawn of
The Baker Museum at Artis—Naples, "Jesus Rafael Soto's "Extension and Half Sphere," is already on
display there. Elsewhere, Ricardo Saltero's "La Calavera Catrina," eight 9-foot, whimsical fiberglass
sculptures of skeletal characters from the Mexican Dia de los Muertes, appear around the Naples
Botanical Garden Oct. 1-Jan. 29.
"Frida Fest," celebrating Mexican artist Frida Kahlo's colorful, fantasy-imbued art, takes over for a month in the
Naples Art District. Murals, made with guidance from Soltero, the "Calavera" artist, and life-size decorations
welcome visitors to a colorful month of art there Jan. 1 to Feb. 2. (Kahlo, whose 115th birthday anniversary is
being celebrated this year, figures largely in the events.)
• Musical performance. Gulfshore Opera offers one of the earliest, with "Latin Infusion!", an
evening of Latin pop and jazz with dinner at Bodega Ole on Nov. 17.
Later come two approaches to the best known Spanish opera legend, "Carmen." It's high-intensity opera during
the Opera Naples Festival Under the Stars from March 28-30. Then it flips — literally — to a choreographed
acrobatic re-retelling from Troupe Vertigo's "Latin Extravaganza" at Artis—Naples from April 4-8.
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Opera Naples is also staging "Frida," an opera based on the life of Kahlo, as part of its al fresco festival.
• One-of-a-kind events. One at Naples Art brings realistically detailed paper costumes by an artist
familiar to Naples, Isabelle de Borchgrave; in "Miradas de Mujeres" she recreates the elegant dresses
that were Frida Kahlo's trademark. It's there for March only. Another is a 26-work exhibition of "Clyde
Butcher's Cuba: The Natural Beauty" at the Marco Island Historical Museum Jan. 24 to April
23. The Naples Art District's December Feliz Navid studio art tour Dec. 17 will incorporate Mexican
holiday traditions found during Las Posadas, including artwork, piñatas and more.
• Youth focus. A Calaveras student art exhibition informed by Dia de los Muertos is at the Marco
Island Center for the Arts Nov. 7-22. The Art EQuity Project undertaken by Naples Art will pair a
reception with a virtual "walk through" of art by Immokalee 14-18-year-old students, "Sueños
Inspiradores."
• Weekend festivals. The first was scheduled for Friday, Sept. 16, with a Fiesta Fest at Felipe' Mexican
Taqueria locations. 4255 U.S. 41 N., Naples and at 2270 Logan Blvd. N. The restaurant chain
opened National Hispanic Heritage Month, Sept. 15-Oct. 15, with free performances from Danza
Folkorica at 7 and 8 p.m. respectively and live music from 7 to 10 p.m. A Dia de Los Muertos
Celebration at Naples Botanical Garden Nov. 5-6 incorporates family events with arts/crafts stations,
live music and dance, tasty dishes to sample and special displays.
Groups thought alike, needed to talk
The number has increased so quickly, the 40 events on the news release for last Wednesday's announcement was
already outdated by the time the announcement was made. There now are more than 50 themed events, according
to Melleky. "It's growing all the time," he added. For a full list of events, see the website, taking care to include its
hyphen: www.arte-viva.com.
Hispanic Living
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Lin-Manuel Miranda graces the cover of USA TODAY’s Hispanic Living magazine featuring cultural news,
entertainment, and lifestyle trends.
An initial meeting to bring what is now a dozen local organizations together to implement the county-approved
Arts and Culture Strategic Plan lit the match, Melleky said. At least 12 county organizations have been working on
the festival since then.
Previously:1987 Buick Grand National gets makeover in Naples on TV show 'Ride of Your Life'
100-plus things to do in September: Museum Day is Saturday, Baker Museum reopens
"As we were talking we realized a lot of their upcoming activities were really interrelated. They realized it had a
impact in the Hispanic arts and culture — that's what they were trying to do, and they were celebrating certain
artists and events," he said. "It just happened naturally.
"This yearlong celebration puts a spotlight on our rich and vibrant Hispanic culture, both here in our community
and bringing in artists from around the world," he told the assembled group of nonprofit organizations, local
restaurants and hospitality representatives invited to the news conference.
Arts gets first starring role with county
"This is a very exciting day for all of us in Collier. We all know, and Collier County's going to figure it out real soon,
that arts and culture are vital to our citizens and to all who work and live in Collier County," District 4 Collier
County Commissioner Penny Taylor, who also spoke to the group.
Andy Solis, District 2 commissioner, fortified her comments with statistics.
"With more than 2 million visitors coming to the Paradise Coast it (tourism) is the really foundation, almost, of our
economy. Our 1.9 million visitors to Collier County generate an impact of almost $2.5 billion. It's amazing,"
said Solis, who also serves as chair of the Tourism Development Council (TDC) in Collier County.
Some of the events that will constitute ¡Arte Viva! have gotten help from the TDC — $363,000, in its first round of
grants to local groups.
"It's great to have all these organizations working together and collaborating to bring a wide variety of
activities between now and June 22," Melleky declared afterward. He urged Collier Countians not to see the
upcoming events as solely for tourists, but to take advantage of the activities, a good number of which are free.
Many hands-on events are at times of the year when locals can enjoy them as well.
"Try and come to visit the arts, because Collier County is arts," he said.
For more information on ¡Arte Viva! see the website: www.arte–viva.com
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Harriet Howard Heithaus covers arts and entertainment for the Naples Daily News/naplesnews.com. Reach her
at 239-213-6091.
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Link: North Palm Beach Life - Blog - North Palm Beach Life
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SEPTEMBER 2022 DIGITAL & SOCIAL MEDIA REPORT – BUZZY FORD
SEPTEMBER 2022
PERIOD AT A GLANCE
2022
2021
Twitter Accounts (3)
Twitter Tweets & DMs Sent: 26
Engagements: 81
Link Clicks: 12
Followers Gained: 10
Impressions: 3,433
Twitter Tweets & DMs Sent: 45
Engagements: 343
Link Clicks: 38
Followers Gained: 37
Impressions: 19,563
Facebook Accounts (5)
Facebook Posts Sent: 55
Engagements: 71,111
Link Clicks: 19,615
New Fans: 215
Impressions: 4,513,873
Facebook Posts Sent: 83
Engagements: 22,058
Link Clicks: 6,198
New Fans: 35
Impressions: 501,410
Instagram Accounts (3)
Instagram Media Sent: 47
Engagements: 576
Followers Gained: 171
Instagram Impressions: 909,239
Instagram Media Sent: 51
Engagements: 1,385
Followers Gained: 115
Instagram Impressions: 69,245
CrowdRiff 4.6k interactions and 18k views 6.7k interactions and 25k views
ThresHold360 74,880 Views / 115,236 Engaged
Views
Data not available
Notable Tasks
• Activation of Website Emergency procedures “Hurricane Ian.”
• Instruct Faneuil to start Hotel call-around “Hurricane Ian.”
• Attend and gather media assets for Arti Viva Press Conference
• Arrange judge credentials for Tourism Star Awards voting
• Construction of a dedicated Arte Viva event webform
• Provide b-roll and images for national publications, staff, and journalists.
• Accumulate User Generated Content of the Destination for Social Media Marketing.
• Various Arte Viva Festival projects. (website, video, photo, and social media)
• Conduct weekly Social Media Content Meetings
• Facilitate the online portion of the Public Arts committee meeting.
• Provide partner newsletter articles.
• Provide images & videos for the International Marketing team.
• Update the “In the News” section, highlighting various destination coverage.
• Renew Website Domains.
• New & Updated Website Content
o Explore Collier Seminole State Park
o Find Fresh Stone Crab in Naples and Marco Island
o Experience Picayune Strand
o Our Favorite Food Festivals
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Packet Pg. 215 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero – Global Sales Manager
September 1 – 30, 2022
PERIOD AT A GLANCE
2021 2022
Number of Travel Agent Contacts
3 158
Number of Tour Operator
Contacts
85 36
Number of FAM’s/Site Visits
0 0
Number Trade Shows Attended 1 2
EVENTS RECAP
Delta Vacations University – Atlanta, GA
September 17 – 18, 2022
We attended Delta Vacations University (DVU) along with one partner from the destination. Delta
Vacations is one of the largest vacation package providers in the United States and Delta Airlines
is the number one carrier that flies into Southwest Florida International Airport. During the
weekend, we had 158 advisors visit our booth. Travel advisors reported being busier with
European destinations but were still booking Florida.
It is important to note the Fort Myers CVB with whom we share the airport was also at this trade
show and most travel advisors do not know we are different counties. I was very important that
we were there to inform them that we are a different destination.
Brand USA Travel Week – Frankfurt, Germany
September 26 – 30, 2022
This show was in London last year and Brand USA did not require a representative register. This year
it was mandatory that I attend. There were 150 buyers from the European/UK/Ireland markets. We
chose to concentrate on the European markets since our UK representative was not there and had
been in touch with the tour operators sever times this year. She is also attending World Travel
Market in November, so it made more sense. We had 36 productive appointments during the three
days of trade show. There is much interest from the Netherlands for our area which our German
representative will handle. Much interest also from Italy, Spain and France. Of course, we had our
top German operators meet with us as well and discussed so me unique marketing opportunities.
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Packet Pg. 216 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Travel Agent Training Dashboard – September 1 – 30, 2022
Upcoming Strategic Initiatives:
Brand USA Canada Webinar – October 13, 2022
Visit Florida LATAM Mega FAM October 24 – 26, 2022 – Canceled
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Powered by
TDC REPORT
Prepared for:
September 2022
LATAM
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Packet Pg. 218 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
BRAZIL
TRADE & PR ACTIONS
• 300 Travel agents trained
• 71 Sales Calls to check opportunities to foment Paradise Coast sales in Brazil
• 19 Media Calls
• 10 Press Releases
Strategies in Progress:
Diversa Descubra Estados Unidos
Participation on a two-day event to promote Paradise Coast among more than 120 travel agents in
Cesario Lange in a dedicated US event with Brand USA and Diversa. PC will have brochure distribution
and participate on the business rounds.
FESTURIS
Standing by for FESTURIS registration to star booking meetings in the show
ARGENTINA
● Actions with Trade: 20 sales calls
● Summary of Al Mundo Event
● Summary Of PC, Bal Harbour & Miami Event
● Lunch Event participation with Visit Florida
● Trainings to Trayecto uno Tour Operator, Station Travel & Toselli
● PR Invitation to the event with Bal Harbour
CHILE
● 18 targeted sales calls to promote & develop the Paradise Coast
● 12 Successful Contact
● 2 Post Instagram
● 1 mailing
● 1 Scheduled Meeting Via Zoom 17 Agents
● 1 Scheduled Hybrid Training Via Zoo: 57 Agents
COLOMBIA
During the month the team plans to publish 4 emailings; these same contents will be published on social
networks. Reach: aprox. +2.1K leads per mailing. Total reach 8.4K.
During the month the team plans to publish 4 emailing; these same contents will be published on social
networks. Reach: approx. +2.1K leads per mailing. Total reach 8.4K.
✓ During the month of September, follow-up actions will focus on:
- Program construction
- Concrete sales campaigns
- Co Ops opportunities
✓ Participation in Discover Day America 2022, hybrid event (face to face and virtual) organized by Visit
USA Committee, to be conducted On Sep 7th /2022 in Bogotá. Access to 50 trade partners.
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Packet Pg. 219 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
MEXICO
• 5 Targeted sales calls to promote and develop the PC. KPI Completed
• 180 travel agents trained. KPI Completed. We exceed the KPI by 10%
• 3 Media Meetings
• Product development:
o Packages to Naples with Despegar and Marco Island with Viaje y Punto BBVA
• 13 Facebook Posts translated to Spanish.
Strategies in Progress:
• Planning the Marketing actions for the FY 2022/2023.
Monthly report highlights to Finance:
• 245 Sales Calls: KPI Completed.
• 3 new packages with wholesalers. KPI Completed
• 1 trade show. KPI Completed
• 1 destination review: KPI Completed
• 1,112 Trained travel agents. KPI Completed. We exceed the KPI by 10%
• 2 incentive campaigns during the FY 2021-2022
• 1 million impressions: KPI Completed. During the fiscal year 2021-2022 we reached 2 million 300
thousand impressions.
• 8 press releases: KPI Completed.
• 1 media kit: KPI Completed
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Packet Pg. 220 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
OMMAC
Ltd
MONTHLY REPORT
NAPLES, MARCO ISLAND & EVERGLADES –
FLORIDA’S PARADISE COAST TOURISM BUREAU
MONTH/YEAR: SEPTEMBER 2022 UK & IRELAND
OFFICE
HIGHLIGHT OF THE MONTH:
Vacaay Consumer digital promotion in UK & Ireland – Launched August thru
September
NB: The final stage of this promotion is on pause following Hurricane Ian – additional details
of this promotion are under ‘Activity’ below in this report.
Examples of Florida’s Paradise Coast Landing page
UK & IRELAND MARKET UPDATE:
A huge sense of loss was felt nationwide at the sad passing of the UK’s Monarch, Queen
Elizabeth. As is tradition, nine days of national mourning were observed in the UK which evoked
a sense of community as people celebrated her extraordinary life of service and duty. We will
now prepare for a once in a lifetime coronation of King Charles - the date is yet to be announced
but media are speculating it will be June 2023 to coincide with what would have been the 70th
anniversary of the Queen’s coronation. Both the funeral and the King Charles’ coronation are
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expected to boost tourism in the UK as international visitors flock to be part of the moment in
history.
Following months of speculation and campaigning from Conservative candidates in the wake
of Boris Johnson’s resignation, Liz Truss was appointed as Prime Minister on 6 September. The
move was met with a number of reshuffles within the Cabinet, including life peer Lord Syed
Kamall who has been named as the new tourism minister. Truss has had a tumultuous first
month in office tackling an economic crisis and the loss of a Monarch, leading to letters of no
confidence being submitted by other party members within weeks of her taking over.
Soaring energy bills and rising food costs, owed in part to the war in Ukraine, means the cost
of living in the UK is spiralling. Due to a slow GDP, the government has said we are entering a
period of ‘economic downturn’, whilst the Bank of England claims Britain’s economy is now in
recession as it raised interest rates to tackle the worst bout of inflation for 40 years. Added to
the cost of living crisis and recession, the end of September saw the Pound Sterling fall to its
lowest recorded level signaling more rising costs are imminent.
Whilst the true impact of the economic crisis remains unknown at present, early indicators
show there may be changes to the way we travel, rather than a reduction in travel itself.
Research by The Times shows that the city break is facing its biggest threat since the 2008
recession as prices surge. The cost of hotel rooms in popular European cities, such as Barcelona
and Paris, have soared in the past year, as hotels respond to rising costs and try to recoup
losses from the pandemic. This may explain a shift in bookings towards rural and coastal
destinations which offer cheaper alternatives.
In positive news, September saw border announcements from the likes of Bhutan and Japan,
both of whom have remained closed to international travel since March 2020. The news brings
a renewed sense of optimism as tour operators and airlines reported huge volumes of enquiries
and bookings, showing that travel is very much still front of mind for UK travelers despite
economic uncertainties.
TRADE OVERVIEW
Whilst September is typically one of the busiest travel booking periods in the UK, secondary to
the January peaks, reports from the trade are mixed amongst a turbulent backdrop of economic
circumstances. The rebound of the outbound travel market is largely reported to continue
upwards but ongoing worries surrounding the cost-of-living crisis and uncertainty around the
weakening pound present a threat for travel businesses and consumers alike.
Business owners face large increases in overhead costs such as energy bills, and travel agencies
with a high street presence in particular will see their profit margins affected by the rising costs
of running a business. The government has announced a six-month scheme to introduce a cap
on non-domestic energy bills which is hoped to provide sufficient relief to businesses over the
coming months.
There are wider concerns around the impact of rising costs on consumer spending habits – and
for the travel industry, how this will affect holiday bookings. But despite the uncertain financial
forecast for the UK in the short term, many travel businesses remain optimistic about the
resilience of the British outbound travel market.
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Packet Pg. 222 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Chief Executive of Virgin Atlantic Shai Weiss has rejected fears over any drastic impact of the
weakening pound and predicts that what we will witness is customers continuing to travel but
trading down somewhat on their holidays. Comparing to the effect of post-Brexit bookings, he
concedes “we know holidaymakers reduce by one night and one star in accommodation” but
reports no visible decline so far.
Recent figures from Amadeus indicate that the demand for travel is still strong, regardless of
worries surrounding the economy and cost of living, and that hotel bookings are still outpacing
2019.
Travel Counsellors reports record booking levels for Q4 2022 and into 2023, up 45% on pre-
pandemic levels despite the increased pressure on UK finances for many households. More
than half of Travel Counsellors in the UK have captured more sales year to date than for the
whole of 2019.
The average cost of holidays is also rising – this is partly due to the trend of extended or
upgraded trips that we have seen coming out of the pandemic recovery but is now largely due
to increasing supplier costs impacting on airfares and hotels rooms, as well as reduced
inventory. The latest Advantage Holiday Trends survey shows that the average booking value
has been boosted by 46%, with prices increasing up to 25%. TUI group has also revealed that
winter 2022 selling prices across all its markets are up 26% on 2019, with the UK being the
most advanced booking market. TUI Group CEO Fritz Joussen and CFO Sebastian Ebel have
noted “In the UK, bookings continue to be well above pre-crisis levels at +4%... The trend has
been towards higher value or longer holidays with a higher overall holiday budget.”
Some businesses are predicting that the increasing costs of energy bills may even boost holiday
bookings, rather than shrink them, as Brits seek to avoid high fuel bills at home and instead
enjoy long-stay winter sun holidays or working from home in warmer climates. Over the coming
months as the increasing costs of home heating becomes a reality, we may see flexible workers
weighing up the costs of relocating over the winter.
In terms of post-pandemic recovery, many operators are seeing that consumer confidence in
international travel has returned, and advance bookings continue to increase.
G Adventures reports that advance bookings are now back to 2019 levels, where 2021 bookings
had typically been very close to departure date due to the uncertainty surrounding different
travel and entry rules. Travel disruptions seen across UK airports throughout Q2 and Q3 as a
result of staff shortages seem to have abated somewhat and consumer confidence is slowly
returning. A 100,000 daily passenger cap remains in place at London Heathrow and this
continues to impact on flight availability and therefore pricing. The cap is expected to be lifted
at the end of October. There is also a trend that indicates more people are choosing to book
with the security and support of a travel agent for the first time following negative experiences
of cancellations and reschedules during the pandemic. Many travel agencies however are still
facing challenges with staffing in the fallout of the pandemic cutbacks and talent shifts, but
placements across all travel businesses are reportedly at record highs.
Also in September, the death of Queen Elizabeth and the following 10-day mourning period
added an element of instability to the month. The majority of travel agents closed on the day
of the state funeral and most businesses paused marketing during the mourning period.
Reports from high street agents and homeworkers indicated that agencies saw a decrease in
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enquiries as the public’s focus was drawn to the Queen’s passing. However, this is predicted to
be temporary.
EVENTS
UPCOMING EVENTS 2022
DATE SPECIAL EVENT LOCATION
31 October TTG – Ultra Travel Forum for Luxury Market London
6-9 November WTM (World Travel Market) London
7 November WTM – Visit Florida Signature Dinner – co
sponsor
London
December ILTM – International luxury Travel Market France
MARKETING/SALES/PROJECTS & ACTIVITIES:
Ongoing Collaborations:
Following up with and maintaining regular outreach to our UK & Ireland trade suppliers.
Below highlights include:
UK Monarch, Queen Elizabeth.
As is tradition, nine days of national mourning were observed by Royal and Government
officials. OMMAC arrange to sign the book of condolence on behalf of Florida’s Paradise Coast,
as approved by CVB. The condolence book which will be forwarded together with books from
all over the country and held at Buckingham Palace for record.
Virgin Atlantic Holidays
Our co-op activity is now complete. We will be planning for activity in the new Fiscal. In the
meantime, we are working to have members of the product team visit the destination in the
coming months – detail TBC.
Travelplanners / USAirtours
Our co-op activity is complete for this year. We are planning on activity for the coming year.
Vacaay – Consumer digital outreach – launched August
This promotion launched at the end of August running through September – a peak decision
planning period for UK & Ireland consumers. NB: The final stage of this promotion is on
pause following Hurricane Ian
This is a content partnership platform aimed to target and inspire UK and Irish visitors to
consider Florida’s Paradise Coast as their next holiday destination. We have an exclusive landing
page on Vacaay.com showcasing Florida’s Paradise Coast. We secured two tour operator
partners as the CTA - Bon Voyage as our UK partner and is Platinum Travel our Ireland tour
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Packet Pg. 224 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
operator. See below examples showcasing individual industry partners within the destination:
Below: 28th August 2022: showing
destination cards for 5th Avenue, Naples
Left: 5th September’22 –
Destination cards for
Ten Thousand Islands
Below Left: 12th September showing cards for
Hilton Marco Island
Below Right: Example: click through CTA with
Bon Voyage
Bon Voyage
Completed consumer co-op digital and print marketing campaign with Bon Voyage, encourage
travel for late next summer May-Oct 2023. Planning for next year activity to encourage
incremental growth.
Trailfinders
Following up with the aim to work on a co-op Florida campaign. As we move into new fiscal,
we will confirm plans to expand the offerings and length of stay of the itineraries offered.
Additional tour operator partners:
We are targeting trade and consumer outreach for a number of partners who are focused to
drive new and incremental visitors into Florida’s Paradise Coast – following up after new fiscal.
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Packet Pg. 225 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Brand USA Travel Week – Germany - September 2022
Assisted both CVB and the German office regarding additional meetings for the French market.
We reached out to UK & Ireland buyers suggesting a follow up meeting /call when they return
to assist with the UK & Ireland activity.
Additional Meeting / Zoom
Participated with Visit USA Ireland virtual meeting
Trade and Media Tool Kit for Use:
Monthly update and maintenance with our assets to ensure fully updated content within our
‘Destination Briefing Document’ and ‘Top Tips’. Managing this 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. ‘Only Paradise will Do’ key messaging is still very
relevant as UK and Ireland visitors return for the first time since early 2020.
Co-op Marketing and Paradise Advertising
All final co-op activity completed - with invoice /back up proofs / W-8 and vendor forms
submitted and confirmed with Paradise Advertising- for submission to County finance for
yearend fiscal.
Updates: Industry updates forwarded to CVB for planning and reference – all noted above
under Market updates.
Mailing House: Submitted final yearend inventory report on all stock/literature and CVB items.
Maintain distribution of CVB literature for consumer and trade requests - ongoing.
End of Year activity:
All financial and back up reporting have been completed to meet with County yearend deadline.
MEDIA OVERVIEW
Trends
With autumn having well and truly arrived, this month saw UK travel media feature ‘last chance
summer getaways’ focused on warmer destinations in mainland Europe. Towards the end of
the month, media focus shifted towards autumnal breaks and school half-term holidays.
The cost of living crisis continues to affect the UK media landscape. With the pound now at
historic lows, media continue to write about holidays on a budget and staycations. When
overseas travel is mentioned, it usually focuses on European destinations in which the pound
is still strong. For example, the i ran a ‘Bucket List on a Budget’ feature.
The end of the month was dominated by positive news regarding the relaxing of Covid-19
restrictions in two of the world’s strictest countries - Bhutan and Japan. The Financial Times
published a feature on Bhutan titled ‘The path to happiness’ hooked on the reopening.
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Packet Pg. 226 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
On 22 September, Japan’s Prime Minister announced it would restore visa-free travel from 11
October. In response, the UK media not only featured the announcement, but published articles
that had been previously held until borders reopened, such as ‘The best places to visit in Japan
now that it’s finally reopening to tourists’ by Good Housekeeping and a feature in the Sunday
Telegraph on the latest bullet train launch in Japan’s southern island of Kyushu.
Also this month, Conde Nast Traveller released its 25th anniversary issue centred around the
future of travel. The issue focused on eco-friendly destinations sensitive to indigenous people
and ghost towns transforming themselves into new hotspots.
Media Updates
September saw a number of journalist moves across the UK media landscape. Journalist Lydia
Winter is relocating to Berlin and freelancing for new publication ROADBOOK and various other
titles. Mhairi Mann is taking over commissions at the publication.
Metro.co.uk has appointed Dayna McAlpine as a freelance contributing writer and editor,
covering lifestyle, personal health, shopping and travel. Dayna is also freelancing and available
for commissions.
Telegraph Media Group has hired Amanda Hyde as a travel writer for the next six months,
where she’ll be writing travel features and news. Georgia Boscawen has been appointed travel
& charter editor at Boat International. She was previously acting travel editor at the publication.
One of the UK’s most exciting independent travel magazines, Escapism, announced it will
relaunch in October with issue 56. The magazine will be available for free at select London tube
stations, supermarkets, hotels and airport lounges across the UK.
Former Conde Nast Traveller editors, Issy von Simson, Fiona Kerr and Tabitha Joyce, have
announced the launch of Loupe, a curated collection of best places to stay, eat, shop and things
to do while also covering fashion, culture, wellness, adventure and sustainability. The new
magazine is set to launch this autumn.
At the recent Travel Media Awards - major wins included The Sunday Times named ‘National
Broadsheet Newspaper Print Section’ and Metro named ‘National Tabloid Newsprint Section.’
PUBLIC RELATIONS ACTIVITY:
Individual:
● Travel Weekly: Family Holidays
Key Messages:
● Family and half term travel
● Winter sun
Multi-destination roundups:
● Scenic air tours
● Food-centric destinations
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Packet Pg. 227 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
● History in 3D: Hotels, buildings and locations
● The best places to celebrate Halloween
TravMedia Requests:
● loveExploring: Best destinations to go in October
● The Times: Late summer deals
● Muddy Stilettos: Half term holidays
Media Visits – all shared with CVB PR team:
Publication: National Geographic Traveller
Journalist: Adrian Phillips
Dates: 16-19 August 2022
Opportunity: In August, Adrian spent three nights in Florida’s Paradise Coast with his wife
and two children. The team has now received final clarification on the expected coverage as a
result of hosting Adrian:
● National Geographic Traveller - ten-page feature in print (60,000 circulation) which
will focus on family outdoor adventure and wildlife in the Everglades and Florida Keys.
The feature is scheduled to run next summer.
● The Times - roundup feature focusing on 15-20 of the best things to do for families in
Florida, which will include Florida’s Paradise Coast. This article will be published online
(MUU: 15 million), with potential to be included in print. Publication date TBC.
● The Times - a video online feature (MUU: 15 million) showcasing what to do as a
family in Florida, which will include Florida’s Paradise Coast. Publication date TBC.
● Bradt Guides - family-focused article (1,500 words) online (200k unique monthly
users) and in the e-newsletter (25,000 subscribers), with potential to include Florida’s
Paradise Coast. Details of this are still TBC.
Media Meetings, Industry Webinars and Events:
● James March, Freelance
● Tom Chesshyre, Daily Mail
Travel Media Awards 2022
The team attended the 2022 Travel Media Awards on 27 September. The Travel Media Awards
is widely recognised as the premier awards event in travel media, and the only UK national
awards exclusively recognising excellence and achievement across all forms of media. Media
met with included:
● Chris Beanland, Freelance
● Glen Mutel, Editor, National Geographic Traveller Food
● Jacob Lewis, Freelance
● Lucy Thackray, Deputy Travel Editor, The Independent
● Mark Palmer, Travel Editor, Daily Mail
● Martin Perry, Editorial & Creative Director, OutThere
● Matt Charlton, Freelance
● Oliver Smith, Assistant Head of Travel, The Telegraph
● Petra Shepherd, Freelance
● Steffen Michels, Digital Editor, OutThere
● Sian Lewis, Freelance / The Girl Outdoors
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Packet Pg. 228 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
● Stuart Kenny, Freelance
● Tom Chesshyre, Freelance
● Zoey Goto, Freelance
Roxhill Webinar: The Guardian's Relaunched Saturday Magazine
Acting Editor of The Guardian’s supplement ‘Saturday’ Ruth Lewy discussed the newly
relaunched magazine. She gave advice on the best ways PR’s could pitch to the supplement
and spoke about the different sections within the magazine from culture, lifestyle and travel.
PUBLIC RELATIONS – Achieved Coverage
MEDIA COVERAGE HIGHLIGHTS:
● See attached coverage via WeTransfer
● Highlights below
DATE PUBLICATION
MEDIA
TYPE JOURNALIST HEADLINE REACH
EAV
($)
06.09.22 The Borough of
Hounslow Herald Online Editorial team
11 family-friendly
travel experiences
for October half
term
19,000 420
06.09.22
The Chiswick
Herald Online Editorial team
8 sustainable
wildlife
experiences for
intrepid explorers 146,309 3,232
06.09.22 Viestra Magazine Online Editorial team
11 family-friendly
travel experiences
for October half
term
39,000 862
06.09.22 Viestra Magazine Online Editorial team
8 sustainable
wildlife
experiences for
intrepid explorers
39,000 862
22.09.22 The Chiswick
Herald Online Editorial team
The 14 best
running
destinations in the
world
146,309 3,232
22.09.22 The Borough of
Hounslow Herald Online Editorial team
The 14 best
running
destinations in the
world
19,000 420
22.09.22 Viestra Magazine Online Editorial team
The 14 best
running
destinations in the
world
39,000 862
23.09.22 Luxury Lifestyle
Magazine Online Nick Gibbens
13 food-centric
destinations for a
dream foodie trip
140,700 2,412
11.A.a
Packet Pg. 229 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
26.09.22 Chiswick
Magazine Online Editorial team
The 14 best
running
destinations in the
world
10,000 216
28.09.22 The Borough of
Hounslow Herald Online Editorial team The rise of
sustainable travel 19,000 420
28.09.22 Viestra Magazine Online Editorial team The rise of
sustainable travel 39,000 862
29.09.22 Northern Ireland
Travel News Online Kirsty Johnson
The 13 best places
to celebrate
Halloween across
the globe
220,940 4,420
TOTAL 877,258 $18,220
PERIOD AT A GLANCE: SEPTEMBER 22 / SEPTEMBER 21
ACTIVITY SEPTEMBER 22 SEPTEMBER 21
Media Meetings 18 10
Pitches 8 27
Coverage Quantity 12 2
Reach 877,258 925,545
EAV $ $18,220 $15,050
Social Media Summary
Social Media Highlights:
Following the Queen’s passing, and the subsequent state mourning in the UK, activity on the
Paradise Coast UK & Ireland Facebook and Twitter pages was paused throughout mid-
September. Following this, Hurricane Ian saw another pause across the social pages, therefore
the number of posts was reduced for the month of September.
VISIT FLORIDA debuts three new 'Limitless Florida' videos for accessible travel
There are three new episodes of VISIT FLORIDA’s accessible travel series, "Limitless Florida,"
available to watch now on YouTube and the website's Accessibility Hub. Originally created in
2021, "Limitless Florida" showcases how residents with disabilities thrive and enjoy Florida's
many attractions. The Accessibility Hub provides travellers of varying abilities with numerous
videos and travel guides to enable them to enjoy the destination to its fullest.
Tinder for travel? New social app aims to connect and inspire holiday goers
A new mobile app combines Instagram holiday pics with an online map and Tinder swipes to
create wanderlust and envy. The OfftheGrid app, launched earlier this month, lets users share
holiday photos and videos, find destination inspiration, follow other travellers and even arrange
in-person meetups.
11.A.a
Packet Pg. 230 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
New Cuba campaign highlights ‘unique’ tourism offerings
In a new consumer and trade marketing campaign, Cuba is aiming to showcase the uniqueness
of its attractions and people. The promotion uses the slogan Cuba Unica (Unique) and hashtag
#CubaUnica to highlight the differences between Cuba and other Caribbean destinations.
Locals will be featured in the marketing material as "ambassadors of the brand", along with
the destination's natural, historic, cultural and gastronomic attractions.
Facebook influencers can now create hidden posts only paying users get to see
As part of a raft of changes to its creator platform, Facebook will let influencers post exclusive
content to subscribers. It’s already possible for influencers to offer access to live streams and
groups to paying fans. They will also be able to offer dedicated posts with the new feature.
Subscribers will soon be able to receive early access to certain content created by creators.
However, Facebook has not yet confirmed when this feature will be available.
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Packet Pg. 231 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
30th September 2022
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Packet Pg. 232 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
MONTHLY SALES & MARKETING ACTIVITIES
SEPTEMBER 2022
GERMAN-SPEAKING & BENELUX MARKETS
prepared by
on 6 October 2022
11.A.a
Packet Pg. 233 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
SUMMARY OF ACTIVITIES
o Attendance at Visit Florida annual TA roadshow in Eastern & Central Germany
o Preparation and attendance at Brand USA Travel Week in Frankfurt
o Finalisation of FY 21-22 budget and set up of FY 22-23 budget
o Administrative preparations of FY 22-23 activities (printing, giveaways, roll-up etc.)
o Preparation of Q4 events
SALES ACTIVITIES – TOUR OPERATING
o CANUSA TOURISTIK GmbH & Co. KG, Alex Wirsum, Marketing Manager, Germany
NAP Marketing
We have concluded the joint marketing campaign wit h the Florida Keys and Palm Beach
which ran July-August.
o America Unlimited GmbH, Timo Kohlenberg, Owner, Germany
NAP Marketing
We have concluded the Mystery Ride - Quiz taxi campaign with America Unlimited and the
Palm Beaches which ran July -August. See the reporting on the campaign in the
attachment.
o Gérald en Amérique, Gerald Ponsard, Owner, Belgium
NAP Sales
Company is up and coming and are they busy growing their network with retail travel
agents (B2B).
Travel agents ask for services to create some custom itineraries for their customers, as
well as has been requesting information and material for their agencies. We have
followed through with all necessary material and images.
o Joker Reizen, Ludwig Verbruggen, Product Manager Indivual Tours, Germany
NAP Sales
We have secured and confirmed an opportunity for NAP to be included in a brochure
display and distribution during a Joker Travel consumer event to be held in Mechelen,
Belgium on 24 October 2022. Joker is planning a Florida booth during the USA & Canada
Travel event, with an expectancy of having 7 USA booths, representing 21 different
states, present during the day.
For a contribution of €600 (approx. USD 601), they will display NAP marketing material
(Visitor guides & Insider Tipp lists) and will include a looping video (3 minutes) on the event
floor. A budget provision has been made in the 2022/23 marketing budget, with the
invoice to be settled directly by DM.
o DERTOURISTIK, Meiers Weltreisen, Paula Rotter, Marketing & Sales Promotion, Germany
NAP Event - Campus Live Orlando 12/22
Confirmed participation at Campus Live event for selected and qualified DERTOURISTIK
partner agencies for personal attendance in 12/2022. The event will take place in
Orlando and includes a full training day as well as two excursion days with the
opportunity to network with over 100 agents who are distinguished by an outstanding
turnover as well as their participation in the Campus training program. The
cost for participation on the partner package program (€2900 + VAT) is covered by the
FY 22-23 budget.
11.A.a
Packet Pg. 234 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
SALES ACTIVITIES – TRAVEL AGENCIES
This month during personal interactions with our travel industry partners, we have
gathered the following trade-related information:
o Sabtours Touristik GmbH, Monika Krempler, Agency Manager, Austria
NAP Information
Supplied info kit as requested for clients travelling to NAP in 01/23.
o Bucher Travel, Tamara Serino, Travel Agent, Switzerland
NAP Marketing
We have secured a complimentary opportunity for NAP to be present in the form of
brochure display during a B2C evening with focus on USA & Canada. Have supported with
brochure material, maps and insider tips lists.
EVENTS
o Visit Florida Roadshow Germany
Date & Place 5.-9.
September 2022 Leipzig,
Hannover, Osnabrück,
Dortmund Nr of attendees 120
Profile of event Annual roadshow organized by Visit Florida in cooperation
with tour operator FTI. The selection of cities was chosen
to cover more rural areas of Eastern and Central Germany.
Locations chosen were centrally located hotels and the
format was in a speed-dating concept round table
presentations of 10 minutes per partner. A dedicated
workshop booklet was printed, each partner was
presented on a double page spread. Other
representatives included were: Greater Miami, Fort
Myers, Sarasota, St. Pete/Clearwater, Tampa Bay, Sea
World and Universal.
Profile of attendees Attending agents were all selected by FTI Touristik and
represented the top selling USA specialists in their
respective cities.
General feedback Very well organized event with great support of Visit FL
and a very strong representation base covering all
important regions of Florida. While the quality of the
agents was very good, the quantity did not reach the
numbers as expected and promised by FTI which was
constructively shared with both, Visit Florida and FTI for
future events.
Cost USD 4500
11.A.a
Packet Pg. 235 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Brand USA Travel Week
Date & Place 26-29 September 2022 Frankfurt
Nr of attendees 39
Profile of event Annual event bringing together the USA travel trade for scheduled
appointments with selected European buyers for
a 3 day event filled with scheduled appointments and many networking opportunities.
Profile of attendees Attendees were about 150 buyers from various European source
markets, whereby the strongest contingency of
buyers was from German-speaking, Benelux and UK/Ireland markets, followed by
secondary markets such as
Scandinavia, France, Spain and Italy. Very few attendees from Eastern Europe and
emerging European markets.
General feedback During the appointment scheduling process, we have identified and
matched with our key accounts in Germanspeaking
11.A.a
Packet Pg. 236 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
and Benelux markets, clearly steering away from UK and Ireland, as these partners were
covered by
OMMAC. Unfortunately, the scheduling tool was not following the matches and our
itinerary was comprised by
accounts that were new to the ParadiseCoast - which in many instances allowed us to
actually sell and present our
USPs to partners who have now confirmed their interest, notably some luxury operators
from Italy, Spain and the
Dutch marketplace. The follow-up to be completed in October with all relevant partners.
Cost USD 9500
COMMUNICATIONS
o NAP Media
Provided researched assistance for story pitch on long term home rentals (pricing,
availability, sources) in SW Florida as part a Florida
campaign on "snow bird" travel from Germany.
o NAP Media - PR opportunity
Secured pitch for MARE TV in cooperation with Visit FL PR department for an educational
documentary series called MARE TV aired on
Germany's primary channel ARD.
Profile
MARE TV looks for stories and people who are connected to the ocean, the series is aired
primetime in Germany every second Thursday
and has reached now 300+ episodes from destinations all around the globe. It usually
consists of five to six characters/stories that are told
alternately, and a lot of high-class landscape and drone footage. Environmental aspects
and scientific topics are regularly part of the
documentaries.
Reach
The series is aired twice a month at a prime-time slot (8:15pm) and reaches up to two
million viewers nationwide. In addition it is made available in the media library (no
subscription necessary).
The journalist Henning Rütten is planning a coverage in one episode on different
destinations in Florida (Miami, Everglades, Crystal River) and we secured inclusion of the
Everglades Ochoee Post Office (the journalists would spend time at the post office
delivering mail) and of Wootons Airboat with their long family tradition in the Everglades.
11.A.a
Packet Pg. 237 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
o NAP Media
Provided researched assistance for story pitch on long term home rentals (pricing,
availability, sources) in SW Florida as part a Florida campaign on "snow bird" travel from
Germany.
Please find down below copies of our posts in September:
11.A.a
Packet Pg. 238 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
DiaMonde facebook fan page
#posts: 3
#followers: 1.578
Please find down below copies of our posts in September:
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Packet Pg. 239 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
Complimentary Social Media activities provided by our network
11.A.a
Packet Pg. 240 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
SUMMARY OF OTHER ACTIVITIES
o NAP Marketing
We have redesigned our current pull-up banner and after approval reproduced it
for use in FY 22-23 with new signature images.
Evaluated campaign proposal by Urlaubsguru (shared with Sarasota, Crystal
River) to promote FL west coast destinations. Denied as demographics of
Urlaubsguru followers do not match our target group.
We have concluded the LGBTQ campaign with Spartacus to include a full
page Advertorial, a feature in the e-paper, an advertorial on maenner.de plus
posts on Facebook.
We have revised the current tip-list in German and English (with assistance by
CC) and submitted for correction and reprinting for use in the FY 22-23
mailings/event/tradeshows.
o NAP Event
Finalized all details (travel arrangements, booth display, promotional
verbiage, PR releases, marketing material) for participation in the Visit USA
Media and B2B trade networking events taking place in 10/22 in Hamburg
and Munich.
Supplied all information for our participation in the USA-CAN Experience event
in Netherlands in 11/22 (verbiage, images, logo, questions, brochures etc.).
We have organised attendance at the Brand USA Travel Week in Frankfurt to
include table design, online appointment scheduling, preparation of
individual and detailed meeting notes and organsiation of a joint lunch with
Eurowings Discover and Lee County staff members.
o NAP Tradeshow
We have signed up to attend ITB 2023 and to jointly exhibit from the Tampa
Bay booth, which has been made available for Florida partners to join as Visit
Florida will not be attending the tradeshow. The following Florida partners are
already signed up, with 4 still pending a commitment: Fort Myers, Florida Keys,
Seaworld Entertainment, Sarasota, Visit Tampa Bay and Bradenton. The booth
specifications lies at
11.A.a
Packet Pg. 241 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
12m2 turn key, to include NAP's logo and images as well as a table with three
chairs and a counter with a high chair. This is a similar set up as to what Visit
Florida had offered in the past. The agreed contribution for participation lies
at $11 600 for the booth space. Travel expenses to be calculated additionally.
o NAP Various
Cleaning of NAP own dedicated B2B and consumer database while enlarging
the reach with participants of the Visit FL roadshow of 09/22. Submitted the
final budget and pertinent documents in order for closure of FY 21-22.
CONSUMER
o Brochure fulfillment: 8 in total
o We have supported 1 consumer via mail with their travel planning.
HIGHLIGHTS IN OCTOBER 2022
o Campaign planning for FY 22-23 with key partners and pitch for marketing
agency for luxury B2C marketing campaign
o Attendance at Visit USA media and trade networking events in Hamburg and
Munich
o Brochure distribution at Joker Reizen B2C event in Belgium
o Introduction of new Senior Account Manager to market place (mailings,
personal meetings etc.)
o Production of giveaways for use in FY 22-23
o Introduction of new communication strategy
ADDENDUM
o America Unlimited Mystery Ride campaign summary
o Luxusinsider Reporting
o Copy of Roll-up Banner
o Copy of revised Tipp-List (DE)
ABBREVIATIONS
NAP Naples, Marco Island, Everglades CVB
TA Travel Agency
TAS Travel Agency Specialist
TO Tour Operator
TOX Luxury Tour Operator
TOS Specialist Tour Operator
11.A.a
Packet Pg. 242 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
PARADISE COAST FILM OFFICE | SEPTEMBER 2022
MONTH 2022 2021 2020 Reported
Spending
New or Repeat
Client
Productions 1 0 1 $2K 1 R | N
Working Leads 1 2 4
Meetings Attended 3 7 8
Events/Tradeshows 1 0 0
Media Assisted 1 1 0
Location Scouts 1 0 2
PRODUCTION/ LEAD HIGHLIGHTS:
GULFSHORE LIFE The local lifestyle magazine shot their
September cover at Delnor -Wiggins State Beach and Park.
Prominent photographer Omar Cruz shot the still photo session.
SCOUTS:
AMERICAN FRONTLINE DOCTORS This political organization is looking to
do a promotional video in our area.
MEETINGS AND EVENTS:
FILM FLORIDA FILM COMMISSIONER’S COUNCIL MEETING All
participating film offices gave updates on production and other related issues in
their region. Niki Welge from the FL State Office of Film and Entertainment
(OFE)reported on Reel -Scout’s latest capability in making location images easily
accessible. She also shared some marketing strategies that the Office is
launching through social media. Susan Simms, the OFE’s Los Angeles liaison
reported on several industry events that she had participated in including the
AICP Awards (AICP is the Association of Indep endent Commercial Producers)
Upcoming events such as SXSW, the Toronto Film Festival, and the Governor’s
Conference on Tourism in Boca Raton were discussed.
AFCI ZOOM MEETING Guest Speaker was Jason Hariton , who is the Chief
Studio and Real Estate Officer with The MBS Group. MBS is the world’s largest
studio advisory and production services company. Prior to MBS, Mr. Hariton
was Head of Worldwide Production Operations and Real Estate for Netflix. He
11.A.a
Packet Pg. 243 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
led a di scussion on the many facets of production that he has been responsible
for such as transportation, safety, security, risk management as well as crew -
training and facility operations. He also spoke to the acquisition strategy of
developing real estate for f uture studios.
DAVID GAZONZIK Meeting with entrepreneur who is developing a business
Plan for a film -related venture in our area. Partners were in town to visit
possible sites and opportunities.(First meeting was in June.)
2022 ANNUAL CVB MARKETING SU MMIT As a member of the CVB staff,
the film office participated in this yearly event which helps develop the
organization’s strategic plan going forward. Tourism partners attending divided
into group discussion on the various disciplines in the department , i.e., Arts,
PR, (Groups/Leisure) Sales, Film, International Sales, Specialty Markets, Social
Media and Sports.
MEDIA:
https://www.winknews.com/2022/08/08/push-for-lawmakers-to-
reestablish-incentives-for-films-shot-in-florida/
(Article follows in print)
UPCOMING STRATEGIC INITIATIVES:
THE BERMUDA TRIANGLE PROJECT – an independent film will be shooting
this fall in Collier and Lee counties with Producer Mark Anthony Del Negro
(2017’s THE ASSAULT)at the helm. They are filming primarily on private
properties/businesses. Working with them on health & safety protocols,
regulations for specific types of filming and resources for production.
2022 FOCUS|LONDON -Plans are underway for the Paradise Coast Film
Commission to partner with the Greater Miami CV B, Fort Lauderdale/Broward
County Film Commission, St. Pete/Clearwater Film Commission and The Key &
Key West Film Commission to be exhibitor’s at London’s premier creative
industries tradeshow and conference taking place in December. Aside from
having an exhibition booth, the group will also host an industry networking
reception at the event for invited guests.
11.A.a
Packet Pg. 244 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
PUSH FOR LAWMAKERS TO REESTABLISH
INCENTIVES FOR FILMS SHOT IN FLORIDA
REPORTER: JOLENA
ESPERTO WRITER:
JASMINE
SINGLETARY
PUBLISHED: AUGUST 8, 2022 6:07 PM EDT
UPDATED: AUGUST 8, 2022 6:52 PM EDT
WINK NEWS
An organization wants lawmakers to reestablish incentives for companies to
shoot films in Florida.
A lot of shoots are going to Georgia but years ago several movies were shot in
Southwest Florida.
In the 1990ʼs most of the movie “Gone Fishin” was filmed here and so was part
of the thriller “Just cause.”
The most important incentives are tax incentives.
Film Florida said our state is the only one in the southeast without an
economic development program to attract film and television productions
and that costs us billions.
Florida has not offered the film industry tax incentives to shoot here since 2016.
So it’s no surprise the industry is dying here.
Eric Raddatz, a writer, director, producer, and actor in Florida said, “the truth
is, we are missing out on billions of dollars of revenue.”
Raddatz said Florida’s indifference is Georgia’s gain.
Georgia’s governor said his state has already brought in 4.4 billion into the state
this year.
“There’s a lot of films that they film and say itʼs Florida, but it is being shot in
Georgia because of the incentives,” Raddatz said.
John Lux, the Executive Director of Film Florida is fighting the good fight to get
lawmakers to save Florida’s film industry.
11.A.a
Packet Pg. 245 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
“An average feature film or television series will spend more than $20 million
in a specific location over a short period of time. You do the math on that,
that’s more than $150,000 a day that would be spent in our local
communities,” Lux said.
For Curry Walls of 5th Avenue Films in Naples, the loss is more than dollars and
cents. Itʼs a pride thing. “Things that are positive, that impact people, that
make them look in the mirror, and think about not what everyone can do, but
maybe what I can do, or you could do, and then we can share that,” Walls
said.
Wall said he hasn’t given up on Florida. “I love Florida. I really do,”
Walls said.
Film Florida says we’ve lost more than 100 major feature films and television
series that wanted to film here.
Those projects would have spent more than $1.5 billion in Florida, created
more than 125,000 cast and crew jobs, and filled hotel rooms on at least
250,000 nights.
Copyright 2022 Fort Myers Broadcasting Company. All rights reserved.
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Packet Pg. 246 Attachment: September 2022 Consolidated Staff Reports (23675 : Tourism Staff Reports)
10/24/2022
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 12.A
Doc ID: 23696
Item Summary: Next Meeting Date Nov. 28, 2022
Meeting Date: 10/24/2022
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
10/18/2022 12:31 PM
Submitted by:
Title: Division Director – Tourism
Name: Paul Beirnes
10/18/2022 12:31 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 10/18/2022 12:31 PM
Tourism Paul Beirnes Director Completed 10/18/2022 1:01 PM
County Manager's Office Geoffrey Willig CMO Analyst Completed 10/20/2022 9:27 AM
County Attorney's Office Colleen Greene Attorney Review Completed 10/20/2022 10:38 AM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 10/20/2022 2:27 PM
Tourist Development Council Paul Beirnes Meeting Pending 10/24/2022 9:00 AM
12.A
Packet Pg. 247