Agenda 03/26/2024 Item #16F 4 (Tourism International Representation - UK and Ireland Market)SEE REVERSE SIDE
Proposed Agenda Changes
Board of County Commissioners Meeting
March 26, 2024
Item 11A to be heard at 2:30 PM: To approve the following documents related to the development of housing at
the former Golden Gate Golf Course: 1) Second Amendment to Developer Agreement with Rural Neighborhoods,
Inc., 2) Termination of Collier County Standard Form Long-Term Ground Lease, 3) Collier County Standard Form
Long-Term Ground Lease (Phase 1 - Essential Services Housing), HUD Lease Addendum and Phase 1 Easement,
4) Collier County Standard Form Long-Term Ground Lease (Phase 2-Senior Housing) and Phase 2 Easement, and
5) Land Use Restriction Agreements for each phase as required by grant funding sources, once developed and
approved for legality. (Companion to Item 11B) (Ed Finn, Deputy County Manager) (Staff’s Request)
Item 11B to be heard at 2:30 PM: To consider approval of Income Sharing Agreement for Phase I, Renaissance
Hall at Old Course, at the former Golden Gate Golf Course, allocating shared income as follows: 50% to
Renaissance Hall at Old Course, LLC, 25% to Collier Community Foundation, Inc., and 25% to Collier County, the
parties to the Agreement. (Companion to Item 11A) (Ed Finn, Deputy County Manager) (Staff’s Request)
Continue Item 16D6 to the April 9, 2024, BCC Meeting: Recommendation to approve and authorize an after the
fact payment in the amount of $14,268.87 to Robert Half International, Inc., for providing temporary staffing to
support housing related programs, and to waive competitive procurement. (Staff’s Request)
Add-on Item 10A: Recommendation to submit a Letter to Governor DeSantis to urge him to veto Senate Bill 7014
Ethics Bill”). (Commissioner Saunders’ Request)
Move Item 16F4 to 11E: Recommendation to approve and authorize the Chairman to execute a one-year renewal
of Agreement No. 22-7979 “Tourism International Representation - UK and Ireland Market” with OMMAC Ltd.,
for Flat Annual Fixed Price of $120,000 ($10,000 per month), and reimbursable expenses for travel, registrations
and miscellaneous for up to $80,000 totaling $200,000 annually and make a finding that this action promotes
tourism. (Commissioner McDaniel’s Request)
Move Item 16F5 to 11F: Recommendation to approve and authorize the Chairman to execute a one-year renewal
of Agreement No. 22-7980 “Tourism International Representation - Germany Market” with DiaMonde e.K. for Flat
Annual Fixed Price of $120,000 ($10,000 per month), and reimbursable expenses for travel, registrations and
miscellaneous for up to $60,000 totaling $180,000 annually and make a finding that this action promotes tourism.
Commissioner McDaniel’s Request)
Notes:
TIME CERTAIN ITEMS:
Companion Items 11A & 11B to be heard at 2:30 PM: Rural Neighborhoods Renaissance Hall at Old Course
Second Amendment, Leases, and Income Sharing Agreement.
3/28/2024 4:15 PM
03/26/2024
EXECUTIVE SUMMARY
Recommendation to approve and authorize the Chairman to execute a one-year renewal of Agreement No.
22-7979 “Tourism International Representation - UK and Ireland Market” with OMMAC Ltd., for Flat
Annual Fixed Price of $120,000 ($10,000 per month), and reimbursable expenses for travel, registrations
and miscellaneous for up to $80,000 totaling $200,000 annually and make a finding that this action
promotes tourism.
OBJECTIVE: To renew Agreement No. 22-7979 for one year for tourism representation services in the
UK/Ireland market which promotes Collier County as a worldwide visitor destination.
CONSIDERATIONS: Collier County has maintained local representation in the UK since 2008. Presence in this
market has been beneficial in bringing UK and Ireland residents to Collier County. Over the course of this term and
relationship, the UK market has remained the leading market of international origin for Collier County. The
representation in this market has attracted visitors via consumer direct initiatives, as well as, via the education of
tour operators and travel agents about Florida’s Paradise Coast (Collier County) region. Presence in that market
has been beneficial in bringing UK and Ireland residents to Collier County. OMMAC’s representati ve is 100%
dedicated to the CVB account and Collier County is their only destination account in Florida.
On March 14, 2023 (Agenda Item 11B), the Board of County Commissioners approved the award of Agreement
No. 22-7979 for Tourism International Representation - UK and Ireland Market to OMMAC Ltd. for one year and
requested that the renewal be brought back to the Board for approval. The contractor has agreed to renew the
Agreement for one year without price increases.
The annual costs established in the Agreement are as follows: Flat Annual Fixed Price of $120,000 ($10,000 per
month), and Reimbursable Expenses for Travel, Registrations and Miscellaneous for up to $80,000 totaling
$200,000 annually. The reimbursable expenses are approved by the Division Director before the expenditure
occurs. Current expenditures total $136,007.16 for ten (10) months. This total does not include the monthly fee or
any other expenditures for the last two months on the current Agreement.
This representation is vital for Collier County to remain competitive with other Florida markets. Currently, twenty
(20) Florida markets have representation/offices in Europe, including our competitive set of areas - Tampa, St.
Pete/Clearwater, Orlando, Bradenton, Sarasota, Lee County, Charlotte County, Palm Beach, Miami, and the Florida
Keys. As noted in the Business Case, the Naples market has lower occupancy rates than our comparison markets
on one of the highest Average Daily Rates for hotel rooms.
Two important measures of the work completed by OMMAC Ltd., were implemented to measure effectiveness.
OMMAC Ltd., works with over 60 tour operators. The Business Case describes the use of government data to
determine the number of visitors. From that data for the first three quarters of 2023, the number of hotel rooms was
determined for 2022 and 2023. The number of hotel rooms increased in 2023 over 2022 by 120%, with 23,571
hotel rooms booked.
The second measure is based on the media relations coverage in the destination. OMMAC Ltd. has worked to add
earned (not paid for) media and placements. Earned media is obtained through public relations work and can
include articles written in traditional print, broadcast, or social media. Earned media saw an increase of 65% from
2022 over 2023 (2022 earned media was $346,177 and 2023 earned media was $572,217). Additionally, their 2023
social media measures include 139 posts with 40,600 impressions and an engagement rate of 2.1 for all the posts.
The economic impact of the direct spend in Collier County by visitors from UK and Ireland for the first three
quarters of 2023 totals $10,890,000.00 (calculated as 22,000 visitors x $165 direct spend per day per person.) This
calculation is based on the data from intercept surveys in Collier County for 2023 conducted by Downs & St.
Germain.
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03/26/2024
Based on OMMAC’s performance and improving the measures for effectiveness, County staff is recommending
renewing the Agreement for one year at the same pricing. This Agreement also has another one year renewal option
remaining.
FISCAL IMPACT: Funds for marketing services are provided in the FY 2024 Tourist Development Tax
supported Tourism Promotion Fund (1101) budget. The annual contract budget is $200,000 for the UK and Ireland
market.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this Executive
Summary
ADVISORY COMMITTEE RECOMMENDATION: This item was approved unanimously by the Tourist
Development Council on February 20, 2024, with a vote of 7-0.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for
approval. - CMG
RECOMMENDATION: Recommendation to approve and authorize the Chairman to execute a one-year renewal
of Agreement No. 22-7979 “Tourism International Representation - UK and Ireland Market” with OMMAC Ltd.,
for Flat Annual Fixed Price of $120,000 ($10,000 per month), and reimbursable expenses for travel, registrations
and miscellaneous for up to $80,000 totaling $200,000 annually and make a finding that this action promotes
tourism.
Prepared by: John Melleky, Co-Interim Director, Tourism Division
ATTACHMENT(S)
1. 22-7979 Contract_OMMAC_FullyExec (PDF)
2. Business Case International Reps UK and Ireland (PDF)
3. OMMAC.UK&I. Contract Renewal 22-7979 (PDF)
4. UK Ireland Estimates for Room Nights (PDF)
5. UK Ireland Hotel Room Nights (PDF)
6. International Reps Presentation 2024 UK Ireland (PDF)
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03/26/2024
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.F.4
Doc ID: 28212
Item Summary: Recommendation to approve and authorize the Chairman to execute a one-year renewal of
Agreement No. 22-7979 “Tourism International Representation - UK and Ireland Market” with OMMAC Ltd., for
Flat Annual Fixed Price of $120,000 ($10,000 per month), and reimbursable expenses for travel, registrations and
miscellaneous for up to $80,000 totaling $200,000 annually and make a finding that this action promotes tourism.
Meeting Date: 03/26/2024
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/04/2024 10:21 AM
Submitted by:
Title: – Tourism
Name: John Melleky
03/04/2024 10:21 AM
Approved By:
Review:
Tourism John Melleky Tourism Review Completed 03/04/2024 10:30 AM
Tourism Sandra Rios Tourism Review Completed 03/04/2024 10:46 AM
Corporate Compliance and Continuous Improvement Megan Gaillard Additional Reviewer Completed
03/04/2024 4:38 PM
County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 03/04/2024 4:48 PM
Office of Management and Budget Debra Windsor Level 3 OMB Gatekeeper Review Completed 03/05/2024 8:44 AM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 03/05/2024 11:22 AM
Office of Management and Budget Christopher Johnson OMB Reviewer Completed 03/13/2024 4:46 PM
County Manager's Office Amy Patterson Level 4 County Manager Review Completed 03/15/2024 3:25 PM
Board of County Commissioners Geoffrey Willig Meeting Pending 03/26/2024 9:00 AM
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FIXED FEE PROFESSIONAL SERVICE AGREEMENT
22-7979
for
Tourism International Representation - UK and Ireland Market
THIS AGREEMENT, made and entered into on this 19"day of (Mar'c h ,
20 23 , by and between OMMAC Ltd.
a registered company in United Kingdom, Registration No. 4967240 , whose business
address is Greystones Rougetts Road, West Melling, Kent, ME19 5XQ, UK the
Contractor") and Collier County, a political subdivision of the State of Florida, (the
County"):
WITNESSETH:
1. The Agreement shall be for a one 1 ) year period, commencing n
or I I on March 30, 2023 ,and terminating on
one ( 1 ) year(s) from that date or until all outstanding Purchase Order(s)
issued prior to the expiration of the Agreement period have been completed or
terminated.
The County may, at its discretion and with the consent of the Contractor, renew
the Agreement under all of the terms and conditions contained in this Agreement
for two 2 ) additional one ( 1 ) year(s) periods. The County shall
give the Contractor written notice of the County's intention to renew the
Agreement term prior to the end of the Agreement term then in effect.
The County Manager, or his designee, may, at his discretion, extend the
Agreement under all of the terms and conditions contained in this Agreement for
up to one hundred and eighty (180) days. The County Manager, or his designee,
shall give the Contractor written notice of the County's intention to extend the
Agreement term prior to the end of the Agreement term then in effect.
2. COMMENCEMENT OF SERVICES. The Contractor shall commence the work
upon issuance of a I I Purchase Order 7 Notice to Preoeed I I ld9Fl--Or-der.
3. STATEMENT OF WORK. The Contractor shall provide services in accordance
with the terms and conditions of 1 I Request for Proposal (RFP) I I Invitation-to
T-B-) I I Othe
22-7979 , including all Attachment(s), Exhibit(s) and Addenda and the
Contractor's proposal referred to herein and made an integral part of this
Agreement.
I The Contractor shall also provide services in accordance with Exhibit A -
Scope of Services attached hereto.
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3.1 This Agreement contains the entire understanding between the parties
and any modifications to this Agreement shall be mutually agreed upon in writing
by the Parties, in compliance with the County's Procurement Ordinance, as
amended, and Procurement Procedures in effect at the time such services are
authorized.
3.2 The execution of this Agreement shall not be a commitment to the
Contractor to order any minimum or maximum amount. The County shall order
items/services as required but makes no guarantee as to the quantity, number,
type or distribution of items/services that will be ordered or required by this
Agreement.
4. THE AGREEMENT SUM. The County shall pay the Contractor for the
performance of this Agreement based on Exhibit B- Fee Schedule, attached
hereto and the price methodology as defined in Section 4.1. Payment will be made
upon receipt of a proper invoice and upon approval by the County's Contract
Administrative Agent/Project Manager, and in compliance with Chapter 218, Fla.
Stats., otherwise known as the "Local Government Prompt Payment Act".
4.1 Price Methodology (as selected below):
Lump Sum (Fixed Price): A firm fixed total price offering for a project; the risks
are transferred from the County to the contractor; and, as a business practice there
are no hourly or material invoices presented, rather, the contractor must perform
to the satisfaction of the County's project manager before payment for the fixed
price contract is authorized.
1 Time and Materials: The County agrees to pay the contractor for the amount
of labor time spent by the contractor's employees and subcontractors to perform
the work (number of hours times hourly rate), and for materials and equipment
used in the project (cost of materials plus the contractor's markup). This
methodology is generally used in projects in which it is not possible to accurately
estimate the size of the project, or when it is expected that the project
requirements would most likely change. As a general business practice, these
contracts include back-up documentation of costs; invoices would include number
of hours worked and billing rate by position (and not company (or subcontractor)
timekeeping or payroll records), material or equipment invoices, and other
reimbursable documentation for the project.
rees to pay a firm total fix
or-se vice doll rice per ton, delivery price per package or
4.2 Any County agency may obtain services under this Agreement, provided
sufficient funds are included in their budget(s).
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4.3 Payments will be made for services furnished, delivered, and accepted,
upon receipt and approval of invoices submitted on the date of services or within
six (6) months after completion of the Agreement. Any untimely submission of
invoices beyond the specified deadline period is subject to non-payment under the
legal doctrine of "lathes" as untimely submitted. Time shall be deemed of the
essence with respect to the timely submission of invoices under this Agreement.
4.4 The County, or any duly authorized agents or representatives of the County,
shall have the right to conduct an audit of Contractor's books and records to verify
the accuracy of the Contractor's claim with respect to Contractor's costs
associated with any Payment Application, Change Order, or Work Directive
Change.
4.5 Tr ravel an bur able p Tr yel girl Reimbursable
shall be reimbursed as per Section 112.061 Fla. Stats.
Mileage 0 A4-5pe +le
Breakfast 6.04
Lunch 1-1-49
Dinner 443,00
Airfare Actual ticket cost limited to tourist or coach
slags-fare
Rental car Actual rental cost limited to compact or
standard size vehicles
Lodging Actual cost of lodging at single occupancy
Right
Rafking Actual cost of parking
Taxi or Airport Limousine
telephone long distance charges, fax charges, photocopying charges and
postage. Reimbursable items will be pai
receipts. Contractor shall be responsible for all other costs and expenses
5. SALES TAX. Contractor shall pay all sales, consumer, use and other similar taxes
associated with the Work or portions thereof, which are applicable during the
performance of the Work. Collier County, Florida as a political subdivision of the
State of Florida, is exempt from the payment of Florida sales tax to its vendors
under Chapter 212, Florida Statutes, Certificate of Exemption # 85-8015966531C.
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Fixed Price Professional Service Agreement 2022_Ver.2
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6. NOTICES. All notices from the County to the Contractor shall be deemed duly
served if mailed or emailed to the Contractor at the following:
Company Name: OMMAC Ltd.
Address: PO Box 316
West Mailing, Kent, ME19 5XQ, United Kingdom
Authorized Agent: Oonagh McCullagh-Boyle, Managing Director
Attention Name & Title:
Telephone: 44-7802-420-750
E-Mail(s): Oonagh@ommac.co.uk
All Notices from the Contractor to the County shall be deemed duly served if mailed
or emailed to the County to:
Board of County Commissioners for Collier County, Florida
Division Name: Tourism
Division Director:Paul Beirnes
Address: 266 N. Horseshoe Drive, Suite 105
Naples, Florida 34104
Administrative Agent/PM: Paul Beirnes
Telephone: 239) 252-4040
E-Mail(s): Paul.Beirnes@colliercountyfl.gov
The Contractor and the County may change the above mailing address at any time
upon giving the other party written notification. All notices under this Agreement
must be in writing.
7. NO PARTNERSHIP. Nothing herein contained shall create or be construed as
creating a partnership between the County and the Contractor or to constitute the
Contractor as an agent of the County.
8. PERMITS: LICENSES: TAXES. In compliance with Section 218.80, F.S., all
permits necessary for the prosecution of the Work shall be obtained by the
Contractor. The County will not be obligated to pay for any permits obtained by
Subcontractors.
Payment for all such permits issued by the County shall be processed internally
by the County. All non-County permits necessary for the prosecution of the Work
shall be procured and paid for by the Contractor. The Contractor shall also be
solely responsible for payment of any and all taxes levied on the Contractor. In
addition, the Contractor shall comply with all rules, regulations and laws of Collier
County, the State of Florida, or the U. S. Government now in force or hereafter
adopted. The Contractor agrees to comply with all laws governing the
responsibility of an employer with respect to persons employed by the Contractor.
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9. NO IMPROPER USE. The Contractor will not use, nor suffer or permit any person
to use in any manner whatsoever, County facilities for any improper, immoral or
offensive purpose, or for any purpose in violation of any federal, state, county or
municipal ordinance, rule, order or regulation, or of any governmental rule or
regulation now in effect or hereafter enacted or adopted. In the event of such
violation by the Contractor or if the County or its authorized representative shall
deem any conduct on the part of the Contractor to be objectionable or improper,
the County shall have the right to suspend the Agreement of the Contractor.
Should the Contractor fail to correct any such violation, conduct, or practice to the
satisfaction of the County within twenty-four (24) hours after receiving notice of
such violation, conduct, or practice, such suspension to continue until the violation
is cured. The Contractor further agrees not to commence operation during the
suspension period until the violation has been corrected to the satisfaction of the
County.
10. TERMINATION. Should the Contractor be found to have failed to perform his
services in a manner satisfactory to the County as per this Agreement, the County
may terminate said Agreement for cause; further the County may terminate this
Agreement for convenience with a thirty (30) day written notice. The County shall
be the sole judge of non-performance.
In the event that the County terminates this Agreement, Contractor's recovery
against the County shall be limited to that portion of the Agreement Amount earned
through the date of termination. The Contractor shall not be entitled to any other
or further recovery against the County, including, but not limited to, any damages
or any anticipated profit on portions of the services not performed.
11. NO DISCRIMINATION. The Contractor agrees that there shall be no discrimination
as to race, sex, color, creed or national origin or any other class protected by
federal or Florida law.
12. INSURANCE. The Contractor shall provide insurance as follows:
A. n Commercial General Liability: Coverage shall have minimum limits of
1,000,000 Per Occurrence, $2,000,000 aggregate for Bodily Injury
Liability and Property Damage Liability. The General Aggregate Limit shall be
endorsed to apply per project. This shall include Premises and Operations;
Independent Contractors; Products and Completed Operations and Contractual
Liability.
Coverage shall have minimum limits of
Per Occurrence, Combined Single Limit for Bodily Injury Liability
C. • Workers' Compensation: Insurance covering all employees meeting
Statutory Limits in compliance with the applicable state and federal laws.
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The coverage must include Employers' Liability with a minimum limit of
500,000 for each accident.
D. U Professional Liability: Shall be maintained by the Contractor to ensure its
legal liability for claims arising out of the performance of professional services
under this Agreement. Contractor waives its right of recovery against County as
to any claims under this insurance. Such insurance shall have limits of not less
than $ 1,000,000 each claim and aggregate.
E- Cyber Liability_:. Coverage shall have minimum limits of $
per occurrence.
of$ per occurrence.
Fr n Watercraft: Coverage shall have minimum limits of $ per
i-
per occurrence.
hU
minimum limits of$ per occurrence.
14-
minimum limits of$ per occurrence.
Special Requirements: Collier County Board of County Commissioners, OR,
Board of County Commissioners in Collier County, OR, Collier County
Government shall be listed as the Certificate Holder and included as an
Additional Insured" on the Insurance Certificate for Commercial General
Liability where required. This insurance shall be primary and non-contributory with
respect to any other insurance maintained by, or available for the benefit of, the
Additional Insured and the Contractor's policy shall be endorsed accordingly.
Current, valid insurance policies meeting the requirement herein identified shall be
maintained by Contractor during the duration of this Agreement. The Contractor
shall provide County with certificates of insurance meeting the required insurance
provisions. Renewal certificates shall be sent to the County thirty (30) days prior
to any expiration date. Coverage afforded under the policies will not be canceled
or allowed to expire until the greater of: thirty (30) days prior written notice, or in
accordance with policy provisions. Contractor shall also notify County, in a like
manner, within twenty-four (24) hours after receipt, of any notices of expiration,
cancellation, non-renewal or material change in coverage or limits received by
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Contractor from its insurer, and nothing contained herein shall relieve Contractor
of this requirement to provide notice.
Contractor shall ensure that all subcontractors comply with the same insurance
requirements that the Contractor is required to meet.
13. INDEMNIFICATION. To the maximum extent permitted by Florida law, the
Contractor shall defend, indemnify and hold harmless Collier County, its officers
and employees from any and all liabilities, damages, losses and costs, including,
but not limited to, reasonable attorneys' fees and paralegals' fees, whether
resulting from any claimed breach of this Agreement by Contractor, any statutory
or regulatory violations, or from personal injury, property damage, direct or
consequential damages, or economic loss, to the extent caused by the negligence,
recklessness, or intentionally wrongful conduct of the Contractor or anyone
employed or utilized by the Contractor in the performance of this Agreement. This
indemnification obligation shall not be construed to negate, abridge or reduce any
other rights or remedies which otherwise may be available to an indemnified party
or person described in this paragraph.
This section does not pertain to any incident arising from the sole negligence of
Collier County.
13.1 The duty to defend under this Article 13 is independent and separate from the
duty to indemnify, and the duty to defend exists regardless of any ultimate liability
of the Contractor, County and any indemnified party. The duty to defend arises
immediately upon presentation of a claim by any party and written notice of such
claim being provided to Contractor. Contractor's obligation to indemnify and defend
under this Article 13 will survive the expiration or earlier termination of this
Agreement until it is determined by final judgment that an action against the County
or an indemnified party for the matter indemnified hereunder is fully and finally
barred by the applicable statute of limitations.
14. AGREEMENT ADMINISTRATION. This Agreement shall be administered on
behalf of the County by the Tourism Division
15. CONFLICT OF INTEREST. Contractor represents that it presently has no interest
and shall acquire no interest, either direct or indirect, which would conflict in any
manner with the performance of services required hereunder. Contractor further
represents that no persons having any such interest shall be employed to perform
those services.
16. COMPONENT PARTS OF THIS AGREEMENT. This Agreement consists of the
following component parts, all of which are as fully a part of the Agreement as if
herein set out verbatim: Contractor's Proposal, Insurance Certificate(s), Exhibit
A Scope of Services, Exhibit B Fee Schedule, RFP/ I I gal
Other 22-7979
including Exhibits, Attachments and Addenda/Addendum, n
and • Other Exhibit/Attachment: Exhibit C: Resolution 2006-40
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17. APPLICABILITY. Sections corresponding to any checked box (M ) will expressly
apply to the terms of this Agreement.
18. SUBJECT TO APPROPRIATION. It is further understood and agreed by and
between the parties herein that this Agreement is subject to appropriation by the
Board of County Commissioners.
19. PROHIBITION OF GIFTS TO COUNTY EMPLOYEES. No organization or
individual shall offer or give, either directly or indirectly, any favor, gift, loan, fee,
service or other item of value to any County employee, as set forth in Chapter 112,
Part III, Florida Statutes, Collier County Ethics Ordinance No. 2004-05, as
amended, and County Administrative Procedure 5311. Violation of this provision
may result in one or more of the following consequences: a. Prohibition by the
individual, firm, and/or any employee of the firm from contact with County staff for
a specified period of time; b. Prohibition by the individual and/or firm from doing
business with the County for a specified period of time, including but not limited to:
submitting bids, RFP, and/or quotes; and, c. immediate termination of any
Agreement held by the individual and/or firm for cause.
20. COMPLIANCE WITH LAWS. By executing and entering into this Agreement, the
Contractor is formally acknowledging without exception or stipulation that it agrees
to comply, at its own expense, with all federal, state and local laws, codes, statutes,
ordinances, rules, regulations and requirements applicable to this Agreement,
including but not limited to those dealing with the Immigration Reform and Control
Act of 1986 as located at 8 U.S.C. 1324, et seq. and regulations relating thereto,
as either may be amended; taxation, workers' compensation, equal employment
and safety including, but not limited to, the Trench Safety Act, Chapter 553, Florida
Statutes, and the Florida Public Records Law Chapter 119, if applicable, including
specifically those contractual requirements at F.S. § 119.0701(2)(a)-(b) as stated
as follows:
IF THE CONTRACTOR HAS QUESTIONS REGARDING THE
APPLICATION OF CHAPTER 119, FLORIDA STATUTES, TO THE
CONTRACTOR'S DUTY TO PROVIDE PUBLIC RECORDS
RELATING TO THIS CONTRACT, CONTACT THE CUSTODIAN OF
PUBLIC RECORDS AT:
Division of Communications, Government and Public Affairs
3299 Tamiami Trail East, Suite 102
Naples, FL 34112-5746
Telephone: (239) 252-8999
Email: PublicRecordRequest c colliercountyfl.gov
The Contractor must specifically comply with the Florida Public Records Law to:
1. Keep and maintain public records required by the public agency to
perform the service.
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2. Upon request from the public agency's custodian of public records,
provide the public agency with a copy of the requested records or allow
the records to be inspected or copied within a reasonable time at a cost
that does not exceed the cost provided in this chapter or as otherwise
provided by law.
3. Ensure that public records that are exempt or confidential and exempt
from public records disclosure requirements are not disclosed except as
authorized by law for the duration of the contract term and following
completion of the contract if the Contractor does not transfer the records
to the public agency.
4. Upon completion of the contract, transfer, at no cost, to the public agency
all public records in possession of the Contractor or keep and maintain
public records required by the public agency to perform the service. If the
Contractor transfers all public records to the public agency upon
completion of the contract, the Contractor shall destroy any duplicate
public records that are exempt or confidential and exempt from public
records disclosure requirements. If the Contractor keeps and maintains
public records upon completion of the contract, the Contractor shall meet
all applicable requirements for retaining public records. All records stored
electronically must be provided to the public agency, upon request from
the public agency's custodian of public records, in a format that is
compatible with the information technology systems of the public agency.
If Contractor observes that the Contract Documents are at variance therewith, it
shall promptly notify the County in writing. Failure by the Contractor to comply with
the laws referenced herein shall constitute a breach of this Agreement and the
County shall have the discretion to unilaterally terminate this Agreement
immediately.
21. OFFER EXTENDED TO OTHER GOVERNMENTAL ENTITIES. Collier County
encourages and agrees to the successful Contractor extending the pricing, terms and
conditions of this solicitation or resultant Agreement to other governmental entities at
the discretion of the successful Contractor.
22. AGREEMENT TERMS. If any portion of this Agreement is held to be void, invalid, or
otherwise unenforceable, in whole or in part, the remaining portion of this Agreement
shall remain in effect.
23. ADDITIONAL ITEMS/SERVICES. Additional items and/or services may be added to
this Agreement in compliance with the Procurement Ordinance, as amended, and
Procurement Procedures.
24. DISPUTE RESOLUTION. Prior to the initiation of any action or proceeding permitted
by this Agreement to resolve disputes between the parties, the parties shall make a
good faith effort to resolve any such disputes by negotiation. The negotiation shall be
attended by representatives of Contractor with full decision-making authority and by
County's staff person who would make the presentation of any settlement reached
during negotiations to County for approval. Failing resolution, and prior to the
Page 9 of 15
Fixed Price Professional Service Agreement 2022_Ver.2 CAC'
16.F.4.a
Packet Pg. 1425 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
commencement of depositions in any litigation between the parties arising out of this
Agreement, the parties shall attempt to resolve the dispute through Mediation before
an agreed-upon Circuit Court Mediator certified by the State of Florida. The mediation
shall be attended by representatives of Contractor with full decision-making authority
and by County's staff person who would make the presentation of any settlement
reached at mediation to County's board for approval. Should either party fail to submit
to mediation as required hereunder, the other party may obtain a court order requiring
mediation under section 44.102, Fla. Stat.
25. VENUE. Any suit or action brought by either party to this Agreement against the other
party relating to or arising out of this Agreement must be brought in the appropriate
federal or state courts in Collier County, Florida, which courts have sole and exclusive
jurisdiction on all such matters.
26.
ccmcd necessary to ensure that
competent persons will be utilized in the performance of the Agreement. The
r shall not change Key
osed replacement personnel.
AGREEMENT STAFFING. The Contractor's personnel and management to be
utilized for this Agreement shall be knowledgeable in their areas of expertise. The
County reserves the right to perform investigations as may be deemed necessary to
ensure that competent persons will be utilized in the performance of the Agreement.
The Contractor shall assign as many people as necessary to complete required
services on a timely basis, and each person assigned shall be available for an amount
of time adequate to meet required services.
27. [ill ORDER OF PRECEDENCE. In the event of any conflict between or among the
terms of any of the Contract Documents, the terms of solicitation the Contractor's
Proposal, and/or the County's Board approved Executive Summary, the Contract
Documents shall take precedence.
n
or among the terms of any of the Contract Documents and/or the County's Board
terms of the Contract Documents cannot be resolved by application of the
Page l0 of 15
Fixed Price Professional Service Agreement 2022_Ver.2 CA6
16.F.4.a
Packet Pg. 1426 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
imposing the more strict or costly obligation under the Contract Documents upon the
Contractor at County's discretion.
28. ASSIGNMENT. Contractor shall not assign this Agreement or any part thereof, without
the prior consent in writing of the County. Any attempt to assign or otherwise transfer
this Agreement, or any part herein, without the County's consent, shall be void. If
Contractor does, with approval, assign this Agreement or any part thereof, it shall
require that its assignee be bound to it and to assume toward Contractor all of the
obligations and responsibilities that Contractor has assumed toward the County.
29. SECURITY. The Contractor is required to comply with County Ordinance 2004-52, as
amended. Background checks are valid for five (5) years and the Contractor shall be
responsible for all associated costs. If required, Contractor shall be responsible for the
costs of providing background checks by the Collier County Facilities Management
Division for all employees that shall provide services to the County under this
Agreement. This may include, but not be limited to, checking federal, state and local
law enforcement records, including a state and FBI fingerprint check, credit reports,
education, residence and employment verifications and other related records.
Contractor shall be required to maintain records on each employee and make them
available to the County for at least four (4) years. All of Contractor's employees and
subcontractors must wear Collier County Government Identification badges at all times
while performing services on County facilities and properties. Contractor ID badges
are valid for one (1) year from the date of issuance and can be renewed each year at
no cost to the Contractor during the time period in which their background check is
valid, as discussed below. All technicians shall have on their shirts the name of the
contractor's business.
The Contractor shall immediately notify the Collier County Facilities Management
Division via e-mail (DL-FMOPS@colliergov.net) whenever an employee assigned to
Collier County separates from their employment. This notification is critical to ensure
the continued security of Collier County facilities and systems. Failure to notify within
four (4) hours of separation may result in a deduction of $500 per incident.
Intentionally left blank-signature page to follow)
Page 11 of 15
Fixed Price Professional Service Agreement 2022_Ver.2
16.F.4.a
Packet Pg. 1427 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
IN WITNESS WHEREOF, the parties hereto, by an authorized person or agent, have
executed this Agreement on the date and year first written above.
ATTEST: BOARD OF COUNTY COMMISSIONERS
COLLIER COUNTY, FLORIDA
Cryst.'K K1nzel,'CIerI,9f the Circuit
Court adds-brrpti'ttiler "f
By: y:
Rick LoCastro Chair
Dated:`
SE )
1414signature OM
Contractor's Witnesses:
OMMAC Ltd.
Contractor
4\ By: G.1 (.NL(• b
Contractor's First Witness.) Si e — I
Oor.lti4 1/41•McC&4u—kcif1-2:0yLE
AO=k.\ TType/print signature and titleT M, „ac bl _
TType/print witness nameT
A9gt(
Contractor's Sec I ness
1c bo(-
TType/print witness nameT
Approv d as to Form an Legality:
Y I
t • ounty At orney
Print Name
Page 12 of 15
Fixed Price Professional Service Agreement 2022 Ver.2
16.F.4.a
Packet Pg. 1428 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Exhibit A
Scope of Services
following this page (containing
2
page/s)
this exhibit is not applicable
Page 13 of 15
Fixed Price Professional Service Agreement 2022_Ver.2
16.F.4.a
Packet Pg. 1429 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Request for Proposal (RFP) #22-7979
Tourism International Representation- UK and Ireland Market"
Exhibit A
Scope of Services
BACKGROUND
The Naples, Marco Island, Everglades Convention and Visitors Bureau ("CVB") is the official destination
marketing organization for Collier County. The County covers a large geographic area and has a diversified
tourism product that includes beaches, shopping, Sports and Eco-tourism and convention opportunities. For
more background information on the Naples, Marco Island, Everglades Convention & Visitors Bureau please
visit www.paradisecoast.com.
DETAILED SCOPE OF WORK
Full-time representation services with an experienced International Tourism Representation firm for the
United Kingdom and Ireland market.
Services Required:
1. Develop an annual destination marketing plan that is implemented monthly for all services covered
under the agreement.
2. Coordination of Public Relations efforts with in-country media.
3. Manage social media services related to in-country communications with trade, media and
consumers.
4. Provide a dedicated phone, fax and e-mail address for the Naples, Marco Island, Everglades CVB.
5. Translation services as needed or required.
6. Contract and maintain storage of promotion materials and distribution services as necessary.
7. Monthly reports will be submitted to the CVB by the 10th of the following month, outlining
activities per country with future activity projections and market overviews.
8. Travel Trade Activities: The following are travel trade marketing activities which the successful
firm will perform:
a. Participation in trade and consumer trade shows & events in country, surrounding areas and
in the US as necessary.
b. Regular communication and destination updates to tour operators, travel agents and media.
c. Organize, conduct, or participate in travel trade and media familiarization trips to and within
Southwest Florida.
d. Conduct travel trade training and sales calls to tour operators, airlines, and other related
organizations in-country and surrounding areas.
e. Assist the CVB and its U.S. based marketing partners and agencies with trade and consumer
promotions.
f. Assist with the International Tourism marketing promotions and advertising related
Page 1 of 2
Exhibit A— Scope of Services
16.F.4.a
Packet Pg. 1430 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Request for Proposal (RFP) #22-7979
Tourism International Representation- UK and Ireland Market"
activities to maximize the CVB budget.
g. Fulfillment of inquiries for CVB publications/literature to trade & consumers via both
Florida based and in-country fulfillment facilities.
h. Pre-screen and forward travel trade and media leads to the CVB which result from above-
mentioned activities.
i. Develop and fulfill requests from media and organize and work with CVB in-house PR team
on familiarization trips for journalists.
j. Maintain close working relationships with Visit Florida, Brand USA and other tourism
industry associations, including Visit USA organizations.
k. Create and maintain an up-to-date country by country trade, media, and consumer database
for periodic distribution of destination information.
9. Pre-approved expenses related to the various services will be invoiced at cost monthly as follows:
a. Advertising, if necessary, will be billed at net cost (no markup) to the CVB's
advertising agency of record.
b. Travel expenses such as air, auto rental, hotels, entertainment, and meals will be billed to
the CVB at net cost. Air, train travel to be at lowest available coach fare.
c. Out of pocket expenses such as storage, printing, courier expenses, parking,phone, and fax
will be billed monthly at cost.
d. A monthly service fee will be invoiced each month to cover all representation services
including employee time and other related costs and all basic office operating expenses
except as indicate above as out-of-pocket expenses.
10. Representation services are desired to support the CVB's efforts to attract visitors to our area.
The CVB's brand is relatively new to the International Tourism market so the selected
representation company must maintain and build that brand awareness.
11. Objectives the successful representation companies will be asked to accomplish the following:
a. Increase average length of stay and repeat visitation from the assigned region.
b. Increase the number of hotel room nights from the assigned markets.
c. Grow the number of CVB partners listed in tour operator catalogs and online
programs in the assigned region.
d. Grow the number of visitors and their spending from the markets represented.
e. Grow the use of social media channels to interact with our destination.
12. Services requested from the successful vendor will be for sales, public relations,trade shows, travel
industry training, promotions, social media and other services required to showcase the tourism
attributes of the Naples, Marco Island, Everglades area of Florida.
Page2of2 z .
Exhibit A—Scope of Services Y.
16.F.4.a
Packet Pg. 1431 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Exhibit B
Fee Schedule
following this page (pages
1
through
2 )
Page 14of15155C'
Fixed Price Professional Service Agreement 2022_Ver.2
16.F.4.a
Packet Pg. 1432 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Request for Proposal (RFP) #22-7979
Tourism International Representation- UK and Ireland Market"
Exhibit B
FEE SCHEDULE
Pre-approved expenses related to the various services will be invoiced on a monthly basis as follows:
a. Advertising, if necessary, will be billed at net cost (no markup) to the CVB's advertising
agency of record.
b. Travel expenses such as air, auto rental, hotels and meals will be billed to the CVB at net cost.
Air, train travel to be at lowest available coach fare.
c. Out of pocket expenses such as storage, printing, courier expenses, parking, phone and fax
will be billed monthly at cost.
d. Service fee will be invoiced monthly to cover all employee time and other costs and all basic
office operating expenses except as indicated above as out-of-pocket expenses.
Additional expenditures must be authorized by the County by written Change Order to this
Agreement executed by the parties.
Description Fees
1 Flat Annual Fixed Price (paid monthly in equal $120,000 -Lump Sum
installments)
2 Reimbursable Expenses - Office included in the flat annual
fixed price above
3 Reimbursable Expenses—Travel 19,000 (T&M NTE)
4 Reimbursable Expenses — 11,000 (T&M NTE)
Registration/Membership/Brochure Distribution
5 Reimbursable Expenses— 38,000 (T&M NTE)
Miscellaneous/PR/Social Media/Marketing &
Promotions
6 Reimbursable Expenses - Contractor's Event(s) $12,000 (T&M NTE)
1. The Flat Annual Fixed Price for activities for the County shall be United States (U.S.) ten
thousand dollars ($10,0000) per month, shall be billed monthly in advance by Contractor.
2. Administrative and office costs are included in the above mentioned Flat Annual Fixed Price,
including: stationery, insurance and rent for the sales office. The Flat Annual Fixed Price does
not include the cost of: communication/phone; postage/mailings; printing and giveaways related
to the promotion of the County; travel by car, train, or air for regular sales calls to agents and
operators, educational trips and trade shows. The Flat Annual Fixed Price does not include the
cost of airfares or any travel in addition to the agreed upon sales calls activity. The Flat Annual
Fixed Price is agreed to at the exchange rate of £1 British Pound (GBP) = $1.21U.S. Dollar.
Should the exchange rate fluctuate more than 10% by reference to the reference rate, the Flat
Annual Fixed Price will be renegotiated commencing the next month.
Page 1 of 2
16.F.4.a
Packet Pg. 1433 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
3. The cost of travel, entertainment, conversion fees or losses, wire fees and any other bank
related charges for conversion of U.S. dollars to GBP will be billed separately at net cost,
with no markup, after approval by the CVB Executive Director at the then current exchange
rate on the date of invoice. The travel and additional expenses invoice will be converted into
U.S. dollars and paid in U.S. dollars.
4. Miscellaneous expenses will be billed at net cost with no mark-up and covers all various
mailings costs (e-newsletter and print), production of giveaways and promotional printing.
5. Contractor event expenses will cover participation at Contractor's own Dinner Events and
expenses will be billed at net cost with no mark-up.
6. OMMAC will NOT charge VAT (i.e. UK Value Added Tax - 20%) on any
transactions or third party invoicing, ensuring Collier County's spend and budget is
fully maximized.
7. As an integral element of OMMAC's proposal, we will extend our services to cover the
French, Italian and Scandinavian markets on a reactive basis adding value to the CVB
investment and maximizing budget.
8. Travel reimbursable expenses shall be in accordance with Collier County Resolution
No. 2006.40, as amended, and attached as Exhibit C of the Agreement.
Page 2 of 2
16.F.4.a
Packet Pg. 1434 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Other Exhibit/Attachment
Description:
EXHIBIT C: Resolution 2006-40
following this page (pages
1
through
4 )
this exhibit is not applicable
Page 15 of 15
Fixed Price Professional Service Agreement 2022_Ver.2
16.F.4.a
Packet Pg. 1435 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
ur r UINLa r vK 1 KA VEL EXPENSES FOR PERSONS
CONDUCTING OFFICIAL TOURISM BUSINESS AND
SUPERSEDING RESOLUTION NO. 2004-370.
WHEREAS, it is the intent of Collier County to reimburse Tourism Department employees and
agents under contract with Collier County for travel on official tourism business in accordance with
Section 125.0104,Florida Statutes, and Section 112.061, Florida Statutes; and,
WHEREAS, all authorized travel expenses will be reimbursed to County Tourism Department
employees or to employees of companies or individuals contracted for tourism services on behalf of the
County at the actual expense; and,
WHEREAS, the Board of County Commissioners has the legal authority to adopt a resolution
authorizing the expenditure of County funds for valid and proper public purposes.
NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY
COMMISSIONERS OF COLLIER COUNTY, FLORIDA, that the expenditure of funds for any and all
travel by Tourism Department employees and authorized agents under contract with Collier County are as
follows:
A. APPROVAL REQUIRED. All travel for Tourism Department staff and authorized agents
under contract must be authorized and approved by the Tourism Department Director, and by
the County Manager for the Tourism Department Director, and funds must be available in the
approved Tourism Department Budget. Those travel events that are not covered in the
budgeted or contingencies categories in the Tourism Department Budget must be presented to
the Tourist Development Council and Board of County Commissioners for approval.
The Board of County Commissioners must approve travel by authorized persons not employed
or under contract by the County who are called upon to contribute time and services as
consultants or advisors or participants for travel on County tourism business.
All travel reimbursements require receipts.
B. DOMESTIC TRAVEL.
1. Common Carrier. Travel shall be booked at the best available coach price.
2. Ground Transportation. Taxi, shuttle and public transportation shall be reimbursed at actual
cost including up to a 15% gratuity. Rental car use shall be booked or reimbursed for
domestic travel at best compact rate available. Travelers shall use the rental car company
holding the county bid, where available.
3. Meals. Meals shall be reimbursed at actual cost plus gratuity up to 15%, if not included in
bill, and up to 20%, if included in bill, for groups or special menus or events. Continental
breakfasts, snacks, drinks or other small incidental food items provided under a registration
fee will not be considered a provided meal and a full meal substitute would be reimbursable
at actual cost.
4. Accommodations/Lodging. In-state travel outside 50 miles of office location is
reimbursable at actual cost for single occupancy at the best available rate or at the
headquarters hotel.
Travel within 50 miles of the office—Accommodations expense reimbursement must be
authorized by the Tourism Director if travel to home after the daily activities is deemed
unsafe, or supervision of guests being entertained is necessary.
Travel to destinations within Florida is tax exempt for accommodations. Travelers shall
supply the hotel/motel with a Florida Sales Tax Exemption Certificate when checking in.
16.F.4.a
Packet Pg. 1436 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
Reimbursable expenses include tolls, ferry fares, tuxedo and costume rental, parking fees,
charges for business telephone calls, including cell phone roaming charges, facsimiles, or high
speed internet access charges for use of computer, actual mileage reimbursement at the current
Collier County rate, mandatory valet parking, including a 15% gratuity, hotel resort fees, tips to
bellmen, parking attendants, and shuttle drivers, charges for changes in travel dates or departure
times for airline ticket and hotel accommodations if pre approved by the Tourism Director or
County Manager, laundry and dry cleaning charge for travel of five (5) or more days. Business
association, trade association, tourism industry association, Chamber of Commerce meetings,
or event expenses are authorized for payment or reimbursement if subject matter is tourism
related.
C. TRAVEL IN FOREIGN COUNTRIES.
Foreign travel will be conducted in compliance with federal standards detailed in the
publication, "Standardized Regulations (Government Civilians,Foreign Areas)".
1. Common Carrier. Travel shall be booked at the best available coach price.
2. Ground Transportation. Taxi, shuttle and public transportation shall be reimbursed at actual
cost with receipt including up to a 15% gratuity. Rental car use shall be booked or
reimbursed at best compact rate available.
3. Meals. Meals shall be reimbursed at actual cost plus gratuity up to 15%, if not included in
bill, and up to 20%, if included in bill, for groups or special menus or events. Continental
breakfasts, snacks, drinks or other small incidental food items provided under a registration
fee will not be considered a provided meal and a full meal substitute would be reimbursable
at actual cost.
4. Accommodations/Lodging. Reimbursable for actual cost for single occupancy at the best
available rate or at the headquarters hotel.
Expenses for the use of in-room dispensers or movies are not reimbursable.
5. Other expenses.
Reimbursable expenses include tolls, ferry fares, tuxedo and costume rentals, parking fees,
foreign currency exchange fees, travelers checks fees, maps, charges for business telephone
calls, including access, air time and phone rental charges for cell phones, facsimiles, or
high speed internet access charges for use of computer, actual mileage reimbursement at
the current Collier County rate, mandatory valet parking, including a 15% gratuity, hotel
resort fees, tips to bellmen, parking attendants, and shuttle drivers, charges for changes in
travel dates or departure times for airline ticket and hotel accommodations with prior
approval of the Tourism Director or County Manager, laundry and dry cleaning charge for
travel of five (5) or more days.
D. TRAVEL INVOLVING TRADE SHOWS / CONVENTIONS /TOURISM INDUSTRY AND
ASSOCIATION MEETINGS.
Expenses related to attendance at trade shows, conventions, association and tourism industry
meetings, sales meetings and receptions and events are authorized for payment or
reimbursement at actual cost pursuant to this Resolution depending on whether the travel is
foreign or domestic.
Pursuant to Section 125.0104, Florida Statutes, registration fees for Tourism Department
employees and authorized agents under contract with Collier County shall be paid in advance
by County check or credit card or be paid by reimbursement.
16.F.4.a
Packet Pg. 1437 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
buu.uvv vJ .aav vvuAVA •.Vuu11 1vul lulu Lli±./411L111vu I. VI VL114.1 WUL1J111 V160.11IL. LIV11J V1
agencies including, but not limited to, entertaining travel writers,journalists, travel agents, tour
operators, airlines, travel consultants, wholesalers, consolidators, meeting planners, consumers,
dignitaries and VIP's from foreign countries or anyone who can bring, direct or encourage
travel or publicity to Collier County. (Collectively or singularly referred to as "Tourism
Promoters").
Expenses such as meals for County employees who attend a function with Tourism Promoters
in an official capacity are authorized to be included in the total cost of the function for payment
or reimbursement.
1. Meals. Meals include food and beverages associated with meetings, dinners, promotions,
cocktail parties and similar events, whether catered or provided by Collier County or other
tourism organizations or agencies, at a facility or private location. Gratuities up to 15%, if
not included in the bill, or up to 20%, if included in the bill, for groups or special menus or
events are authorized for payment or reimbursement. Gratuities on discounted or
complimentary meals are authorized as calculated on the full fair market price of the meals
up to 20%. County employees must follow the County Ethics Policy covering acceptance
of discounted or complimentary meals.
2. Alcoholic Beverages. The cost of alcoholic beverages is authorized for payment or
reimbursement for entertainment purposes for Tourism Promoters. The cost of alcoholic
beverages for County employees is not reimbursable.
3. Gifts. Tokens of appreciation and mementos of Collier County given to Tourism Promoters
are authorized for payment or reimbursement at actual cost.
4. Transportation. Expenses for vans, limousines, buses or automobiles to transport Tourism
Promoters are authorized for payment or reimbursement.
5. Accommodations. Expenses to house Tourism Promoters are authorized for
payment or reimbursement at actual cost.
6. Entertainment. Expenses to entertain convention, meeting, trade show or familiarization
tour attendees. Examples of these entertainment expenses include, but are not limited to
the costs for singers, dancers, magicians, astrologers, chefs, musicians, pageant winners,
clowns, fisherman, animal trainers or massage therapists. These entertainment expenses
serve a valid public purpose and are authorized for payment or reimbursement.
F. COUNTY PURCHASING CARD USE.
The Collier County Purchasing Card may be used by Tourism Department staff for all travel,
entertainment and registrations including the cost of restaurant meals. The Purchasing Cards
issued to each Tourism Department staff member will have a single transaction limit of$2,000
and a maximum monthly spending limit of$10,000.
G. PAYMENT BY ADVANCEMENT OR REIMBURSEMENT.
The County may pay by advancement or reimbursement, or a combination thereof, the costs of
per diem and incidental expenses of employees of the County and other authorized persons, for
foreign travel at the current rates as specified in the federal publication "Standardized
Regulations (Government Civilians,Foreign Areas)."
The County may also pay by advancement or reimbursement, or by a combination thereof, the
actual reasonable and necessary costs of travel, meals, lodging, and incidental expenses of
employees of the County and other authorized persons when meeting with travel writers, tour
brokers, or other persons connected with the tourist industry, and while attending or traveling in
connection with travel or trade shows.
This Resolution supersedes Resolution No. 2004-370.
16.F.4.a
Packet Pg. 1438 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
DATED: ; Y BOARD OF COUNTY COMMISSIONERS
ATTEST:: OF COLLIER COUNTY, FLORIDA
DWIdHl E. BROCK,Clerk
IA)By:
t5 p. lr*an'S FRANK HALAS , Chairman
s19n 4!' i.1 *
Approved as to form and
legal sufficiency:
ag,covan M-zeo
Colleen M. Greene
Assistant County Attorney
05-MGR-00087/2
Item# l)
Agenda a, /4„/„Date N
16.F.4.a
Packet Pg. 1439 Attachment: 22-7979 Contract_OMMAC_FullyExec (28212 : One Year Renewal for International Reps. - OMMAC)
BUSINESS CASE 2024
TOURISM INTERNATIONAL REPRESENTATION – UK AND IRELAND MARKET
OMMAC LTD.
OVERVIEW
• On March 14, 2023 (Agenda Item 11B), the Board of County Commissioners approved the award of
Agreement No. 22-7979 for Tourism International Representation – UK and Ireland Market to
OMMAC Ltd. for one year.
• OMMAC Ltd. is the extension of our Tourism Department in the UK and Ireland markets by building
relationships with local tour operators and travel agents. They also provide integrated marketing
campaigns in those regions.
• Competition for UK and Ireland tourism is strong as 20 markets in Florida has offices/representation
in Europe.
• Two measures were developed for the agreement – room night bookings and earned media.
• Based on travel data compiled by the US Government, 22,000 visitors came to the Naples area for the
first 3 quarters of 2023. Since the average travel party size is 2.8 (based on Downs & St. Germain
data), and with a 3 night stay, the 2023 hotel rooms are estimated to be 23,571 for the first three quarters.
• These room nights represent a total of $357,301 in estimated Tourist Tax Revenue, an increase of 33%
over 2022.
• OMMAC Ltd. Is estimating a 20% increase in room night bookings (28,285 rooms for the first 3
quarters) for 2024.
• In 2023, with the 22,000 and a 3-day stay, the economic impact (direct spend) of the UK and Ireland
tourist is $10,0890,000.
• Earned media relations coverage increased by 65% in 2023 to $572,217. Social media measures
included 139 posts with 40,000 impressions.
• Staff recommends the renewal of the Agreement for one year (first of two possible one-year renewals).
16.F.4.b
Packet Pg. 1440 Attachment: Business Case International Reps UK and Ireland (28212 : One Year Renewal for International Reps. - OMMAC)
Business Case 2024 Tourism Representation UK and Ireland 2
BACKGROUND
Collier County has maintained local representation in the UK since 2008. Presence in this market has been
beneficial in bringing UK and Ireland residents to Collier County. Over the course of this term and
relationship, the UK market has remained the leading market of international origin for Collier County. As
an extension of the CVB, the representation in this market has attracted visitors via consumer direct
initiatives, as well as, via the education of tour operators and travel agents about Florida’s Paradise Coast
(Collier County) region. Presence in that market has been beneficial in bringing UK and Ireland residents
to Collier County. OMMAC’s representative is 100% dedicated to the CVB account and Collier County is
their only destination account in Florida.
On March 14, 2023 (Agenda Item 11B), the Board of County Commissioners approved the award of
Agreement No. 22-7979 for Tourism International Representation – UK and Ireland Market to OMMAC
Ltd. for one year and requested that the renewal be brought back to the Board for approval. The contractor
has agreed to renew the Agreement for one year without price increases.
COMPETITIVE ANALYSIS
This representation is vital for Collier County to remain competitive with other Florida markets. Currently,
twenty (20) Florida markets have representation/offices in Europe, including our competitive set of areas -
Tampa, St. Pete/Clearwater, Orlando, Bradenton, Sarasota, Lee County, Charlotte County, Palm Beach,
Miami, and the Florida Keys.
In August of 2023, when many European travelers take a
vacation, for instance, this competitive set had higher
occupancy rates ranging from 66.5% (Florida Keys) to a
lower rate of 58.3% (Palm Beach) compared to 56.3% for the
Naples market. The Naples market is tracking back as our
destination was off-sale in late 2022 and 2023 due to
Hurricane Ian impacts.
Moreover, the Average Daily Rates for these markets were
mostly lower than Collier County’s $216.23, ranging from
$123.82 (Fort Myers) to $169.23 (St. Pete/Clearwater). The
only market higher was the Florida Keys at $260.20.
16.F.4.b
Packet Pg. 1441 Attachment: Business Case International Reps UK and Ireland (28212 : One Year Renewal for International Reps. - OMMAC)
Business Case 2024 Tourism Representation UK and Ireland 3
COSTS
Contract Costs
The annual costs established in the Agreement are as follows and would remain consistent for the agreement
renewal period:
Description Annual Cost
Annual Fee ($10,000/month – fixed cost) $120,000
Reimbursable Travel $ 19,000
Reimbursable Registration/Membership/Brochure Dist $11,000
Reimbursable Miscellaneous/PR/Social
Media/Marketing and Promotions
$38,000
Reimbruseable Expense – Events $12,000
TOTAL $200,000
Administrative and office expenses are included in the flat annual fixed price. All reimbursable expenses
are approved by the Division Director before the expenditure occurs.
Actual Costs
Spending in 2023 for 10 months totaled $136,007.16 (March 2023- December 2023).
2023 RESULTS
Hotel Room Bookings and ROI
Two important measures of the work completed by OMMAC Ltd. were implemented to measure
effectiveness. OMMAC Ltd. works with over 60 tour operators. As the destination remained off-sale for
prolonged periods in both 2022 and 2023, operator reporting did not reflect completed arrival figures which
led to tracking inconsistencies for overall arrivals. Instead, government data was used to track overall
arrivals rather than survey each operator. The National Travel and Tourism Office (NTTO) has a Survey
of International Travelers (SIAT) that is administered through the U.S. Department of Commerce.
As shown in Table 1 below, UK Ireland Estimates for Room Nights attachment, the total visitors were
obtained for the entire of 2019, 2022, and the first three quarters of 2023 for UK and Ireland. These figures
were then divided by the average number in a travel party, based on information from the tour operators in
that region. Finally, that number was then multiplied by the conservatively estimated hotel room nights of
3 nights per stay. In 2019, which is a benchmark year used that does not include a pandemic (2020 and
2021 were affected by the pandemic), 55,714 room nights were obtained. In 2022, room nights were
10,714 (due to the remaining UK/Ireland lockdown and the slowing of sales due to Hurricane Ian), and in
2023 this number grew to 23,571 for the first three quarters of the year (an increase of 120% from 2022.)
In 2024, OMMAC Ltd. estimates an overall 20% increase of room night bookings over 2023, for a total of
28,285 room nights (This would be for three quarters to align with 2023 figures).
16.F.4.b
Packet Pg. 1442 Attachment: Business Case International Reps UK and Ireland (28212 : One Year Renewal for International Reps. - OMMAC)
Business Case 2024 Tourism Representation UK and Ireland 4
Table 1:
Year Location
Total
Visitors
Party
Size
2.8 UK
Hotel Room
Nights
3 nights
Economic
Impact
Spend Per Visitor Per Day $165
2023 UK and Ireland 22,000 7,857 23,571 $10,890,000.00
2022 UK and Ireland 10,000 3,571 10,714 $4,950,000.00
2019 UK and Ireland 52,000 18,571 55,714 $25,740,000.00
As shown in Table 2, County staff has estimated the tourist tax collections to further measure the
effectiveness of the firm for these room nights utilizing the Average Daily Rate (ADR) obtained through
STR data for the associated time frames. STR data provides weekly information about hotels in Collier
County. The firm surveys our local hotels and provides weekly data such as Average Daily Rates,
Occupancy, and Hotel Revenue per person.
Table 2:
REGION 2019 2022 2023
% %
Estimate
2024 2023 vs 2022 2024 vs 2023
UK &
Ireland 55,714 10,714 23,571 28,285 120% 20%
TOTAL 55,714 10,714 23,571 28,285 120% 20%
Avg ADR $237.43 $335.51 $303.17 $303.00
Est Tourist
Tax $661,408.75 $179,732.71 $357,301.00 $428,520.78 99% 20%
(Taxes = ADR * Hotel Rooms Booked * 5%).
Hotel Rooms Booked increased in 2023 by 120% compared to 2022. Using the Average Daily Rate for the
year provided by Downs & St. Germain Research, the total tourist tax collections in 2023 was $357,301
which was a 99% increase over 2022.
Economic Impact
With the 22,000 visitors in Table 1, the economic impact was calculated. Using data from Downs & St.
Germain research, international travelers spend $165 per day in Collier County.
The total economic impact direct spend for 2023 is estimated to be $21,973,644.00.
Direct Spend Total = (22,000 visitors x 3 day (estimated) x $165 direct spend per day)
16.F.4.b
Packet Pg. 1443 Attachment: Business Case International Reps UK and Ireland (28212 : One Year Renewal for International Reps. - OMMAC)
Business Case 2024 Tourism Representation UK and Ireland 5
Return on Investment
The Return on Investment (ROI) of the Tourist Tax Collections can be calculated in a few ways.
1. Using the Contract Fixed Costs Only
Using the Agreement Fixed Costs of $120,000, the ROI is 197.7%.
(($357,301 tax collections - $120,000 flat fee) / $120,000 * 100).
2. Using the Total Contract Costs
Using the Total Contract Costs of $200,000, the ROI is 78.6%
(($357,301 tax collections - $200,000) / $200,000 * 100).
3. Using the Actual Costs
Actual Costs for 11 months is $136,007.16. The known costs for the last two months is $20,000
so the total is 156,007.26. The ROI is 129%
(($357,301 tax collections - $156,007.26) / $156,007.26 * 100).
Media Results
The second measure is based on the media relations coverage in the destination. OMMAC Ltd.. has worked
to add earned (not paid for) media and placements. Earned media is obtained through public relations work
and can include articles written in traditional print, broadcast, or social media.
One of the most important negotiations OMMAC completed was to have our destination move to the top
of the page on the British Airways site, providing Collier County with a premier placement during the
December 2023 holidays booking window.
(The example to the right is an advertorial and digital
article in the Evening Standard, which obtained
565,000 impressions.
Earned media saw an increase of 65% in 2023 over
2022 (2022 earned media was $346,177 and 2023
earned media was $572,217).
Additionally, the company’s 2023 social media
measures include 139 posts with 40,600 impressions
and a 2.1% engagement for all the posts.
CONCLUSION
Based on OMMAC Ltd.’s performance and improving the measures for effectiveness, County staff is
recommending renewing the Agreement for one year at the same pricing.
16.F.4.b
Packet Pg. 1444 Attachment: Business Case International Reps UK and Ireland (28212 : One Year Renewal for International Reps. - OMMAC)
16.F.4.c
Packet Pg. 1445 Attachment: OMMAC.UK&I. Contract Renewal 22-7979 (28212 : One Year Renewal for International Reps. - OMMAC)
16.F.4.c
Packet Pg. 1446 Attachment: OMMAC.UK&I. Contract Renewal 22-7979 (28212 : One Year Renewal for International Reps. - OMMAC)
OMMEC
UK/Ireland
Calculations for Visitors and Estimated Room Nights
Year Location
Total
Visitors
Party Size
2.8 UK
Hotel
Room
Nights
3 nights
2023 UK and Ireland 22,000 7,857 23,571
2022 UK and Ireland 10,000 3,571 10,714
2019 UK and Ireland 52,000 18,571 55,714
16.F.4.d
Packet Pg. 1447 Attachment: UK Ireland Estimates for Room Nights (28212 : One Year Renewal for International Reps. - OMMAC)
OMMAC
UK/Ireland Visitors
Estimated Hotel Room Nights and Taxes
%%
Estimate
2024 2023 vs 2022 2024 vs 2023
UK &
Ireland 55,714 10,714 23,571 28,285 120%20%
TOTAL 55,714 10,714 23,571 28,285 120%20%
Avg ADR $237 $336 $303 $303
Est
Tourist
Tax $661,409 $179,733 $357,301 $428,521 99%20%
REGION 2019 2022 2023
16.F.4.e
Packet Pg. 1448 Attachment: UK Ireland Hotel Room Nights (28212 : One Year Renewal for International Reps. - OMMAC)
INTERNATIONAL REPRESENTATIVES –UK and IRELAND
2023
16.F.4.f
Packet Pg. 1449 Attachment: International Reps Presentation 2024 UK Ireland
UK/IRELAND| OMMAC
2
•Partner since 2008
•Our rep with the firm is 100% dedicated to our account and we are their only destination
account in Florida
•2023 RESULTS – ROI: 197.7%
•2023 Room Nights Booked: 23,571
•2023 Estimated UK and Ireland Market Spend in Collier County:
$10,890,000.00
16.F.4.f
Packet Pg. 1450 Attachment: International Reps Presentation 2024 UK Ireland
UK/IRELAND | Traveler Journey
3
•Visitors book 6-18 months in advance
•Visitors utilize tour operators/travel agents to help book their travel
•With vacation schedules, most travel in the summer months with spring and fall following
•Tours will typically cover multiple areas of Florida
•Top arrival airports – Orlando, Tampa, Miami,
RSW typically fourth or fifth
•Visitors typically have higher net worth and use luxury/specialist tour operators for ease
16.F.4.f
Packet Pg. 1451 Attachment: International Reps Presentation 2024 UK Ireland
4
INTERNATIONAL REPS | SERVICES
•Trade Partner/ Extension of CVB in-market
o B2B –work with European travel agencies
o Work with European reps for brands such as Visit FL, Brand USA
•Tour Operators Relationships
•Marketing and Public Relations
o Work with tour operators to keep Florida’s Paradise Coast is top of mind
o Promote and encourage includes of our hotels to generate increased room night bookings
o Our reps have built exclusive relationships and collaborations with tour operators and hotel
properties
o Amplify the reach of the CVB marketing spend with partners above
o Attend trade and media events
o Integrate marketing campaigns across multiple platforms to ensure call to action for our partners
o Social Media and Media Outreach
16.F.4.f
Packet Pg. 1452 Attachment: International Reps Presentation 2024 UK Ireland
5
COMPETITIVE ANALYSIS| EUROPEAN OFFICES
•Florida Destinations in Europe
•Our Destination Sales
o 20 destinations have offices in Europe
o Include Tampa, St. Pete/Clearwater, Orlando, Bradenton, Sarasota, Fort Myers, Charlotte County,
and the Florida Keys
o Still tracking back as our destination was off-sale in late 2022 and 2023 due to the hurricane
o Tour operators relocated and booked visitors to other Florida destinations during this time period
16.F.4.f
Packet Pg. 1453 Attachment: International Reps Presentation 2024 UK Ireland
6
COMPETITIVE ANALYSIS| FL MARKETS
STR Data August, 2023
data based on hotel participating in data collection
16.F.4.f
Packet Pg. 1454 Attachment: International Reps Presentation 2024 UK Ireland
7
UK/IRELAND| Room Night Bookings in Destination and
Visitor Economic Impact
Due to survey inconsistencies, government data is use
NTTO(SIAT) Data for Number of Visitors –Survey of Inbound International Visitors to Region
NTTO –National Travel and Tourism Office; SIAT –Survey of International Air Travelers, International Trade Admin U.S. Dept.
of Commerce
OMMAC had difficulty reaching out to over 60 tour operators for information
2023 Total Visitors is only for the first 3 quarters
Number in party obtained from UK/Ireland and France Tour Operators
Length of Stay –typical length of stay from Downs and St. Germain Data is 6.5 days. A conservative estimate of 3 days was
used. $165 spend per day and 2.8 people per party based on 2023 data collected in Collier County intercept surveys, Downs &
St. Germain
Year Location
Total
Visitors
Party Size
2.8 UK
Hotel
Room
Nights
3 nights
Economic
Impact
Spend Per Visitor Per Day
$165
Q1-Q3
2023 UK and Ireland 22,000 7,857 23,571 $10,890,000.00
2022 UK and Ireland 10,000 3,571 10,714 $4,950,000.00
2019 UK and Ireland 52,000 18,571 55,714 $25,740,000.00
16.F.4.f
Packet Pg. 1455 Attachment: International Reps Presentation 2024 UK Ireland
8
UK/IRELAND| Estimate Room Night Bookings
ADR (Average Daily Rate) from STR Data, Downs & St. Germain Yearly Comparison Report, 2024 conservatively estimated
same as 2023
ROI calculation using staffing costs per the contract and the 2023 Tourist Tax collection above
ROI = 197.7%
($357,301 –120,000)/120,000
REGION 2019 2022 2023
%%
Estimate
2024 2023 vs 2022 2024 vs 2023
UK &
Ireland 55,714 10,714 23,571 28,285 120%20%
TOTAL 55,714 10,714 23,571 28,285 120%20%
Avg ADR $237.43 $335.51 $303.17 $303.00
Est Tourist
Tax $661,408.75 $179,732.71 $357,301.00 $428,520.78 99%20%
16.F.4.f
Packet Pg. 1456 Attachment: International Reps Presentation 2024 UK Ireland
9
UK/IRELAND | PUBLIC RELATIONS
Earned Media Relations
Coverage
2022 $346,177
2023 $572,217 increase of 65%
British Airways Premium Position
online for 2023 Holidays on Florida
page –top placement negotiated
Evening Standard advertorial and
digital article
565,000 impressions
2023 Social Media Measures
139 posts
40,600 impressions
2.1% engagement rate
16.F.4.f
Packet Pg. 1457 Attachment: International Reps Presentation 2024 UK Ireland
THANK YOU
10
16.F.4.f
Packet Pg. 1458 Attachment: International Reps Presentation 2024 UK Ireland